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Iron deficiency remains a significant health concern in India, often going unnoticed despite its detrimental effects on vitality and immune function. Enter ITC Aashirvaad's Iron Shakti Salt – a groundbreaking solution that transforms a fundamental ingredient into a source of health. Each teaspoon provides 25% of the required daily iron, specifically targeting those most at risk, including children and women.
Iron deficiency is everywhere, and yet, it rarely makes it to everyday conversation. It shows up quietly, in low energy days, in reduced immunity, in the kind of fatigue people often brush off as routine.
Across India, it continues to be one of the leading causes of anaemia, especially among children, adolescents and women, shaping wellbeing in ways that are easy to miss.Stepping into this gap, ITC Aashirvaad has introduced Iron Shakti Salt, a fortified variant that brings iron into something most households already use daily, salt. The idea is simple, slip nutrition into привычка rather than asking families to build new ones.Designed as an everyday solution, one teaspoon (5g) of the salt delivers 25% of the average daily iron requirement, as per ICMR-NIN guidelines, without altering the taste of food. To put that into perspective, that’s roughly the iron content of a bowl of spinach, built into a pinch that goes into your dal, sabzi or roti.The scale of the issue is hard to ignore. National surveys show that 67% of pre-schoolers, 59% of adolescent girls and 57% of adult women in India are anaemic, alongside 31% of adolescent boys and 24% of children aged 5 to 9.
The numbers stretch across age groups, cutting through both urban and rural India, pointing to a larger gap in everyday nutrition.Part of the challenge lies in diet. Meeting daily iron requirements through food alone often means consuming multiple servings of iron-rich ingredients, anywhere between two to seven bowls of spinach or up to 21 beetroots a day, depending on age. Not exactly practical for most households.“Visible signs of iron deficiency are often ignored, but its impact on everyday energy levels is persistent in India, especially among young children and adult women,” says Anuj Rustagi, Business Unit Chief Executive, Staples, ITC Ltd. “Over the last five years, through ITC Project Sampoorna, we have seen how regular use of iron-fortified salt can help reduce anaemia. This launch builds on that learning, making it easier for families to include iron and iodine in their daily cooking.
”The product is currently available across retail stores in Bengaluru, priced at ₹30, with a wider rollout across India in the works.
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