News Flash
01 October
Reported: Vishal Mayur
Initiative Targets Iodine Deficiency and Promotes Healthy Eating Across Karnataka, Andhra Pradesh, and Telangana
Bengaluru: ITC Limited, in collaboration with the Institute of Global Development (IGD), has announced the launch of the Aashirvaad Smart India Program on Monday, focusing on the critical issues of iodine deficiency disorders (IDD) and promoting healthy eating practices across Karnataka, Andhra Pradesh, and Telangana. This initiative seeks to educate over 5 lakh beneficiaries, including children, pregnant women, and lactating mothers, in 30 districts across the three states.
The Aashirvaad Smart India Program is designed to spread awareness on the importance of adequate iodine consumption, which is essential for proper mental and physical development. Through a combination of community-based activities, school workshops, educational materials, and digital tools, the program aims to drive behavioral change and address iodine deficiency, which remains a significant health concern.
The program’s launch was marked by a formal event, attended by Karnataka’s Cabinet Minister for Higher Education, Dr. M. C. Sudhakar, and Mr. Anuj Rustagi, Chief Operating Officer - Staples and Adjacencies, ITC Ltd. The event highlighted the initiative’s broad-reaching goals and the collaborative effort between ITC and IGD to tackle iodine deficiency and its related health issues.
Speaking at the event, Dr. M. C. Sudhakar expressed his appreciation for the program, noting, “I am glad that ITC, along with IGD, has come together to address the crucial issue of iodine deficiency through the Aashirvaad Smart India initiative. This program has the potential to improve the health of children and women, which is vital for the overall development of communities. We would like to see such initiatives reach all stakeholders and foster healthier communities and future generations.”
Mr. Anuj Rustagi of ITC Ltd. echoed these sentiments, stating, “According to the National Iodine Survey, around 50% of adults were unaware of iodized salt, and 31% mistakenly believe that all packed salt is iodized. Iodine deficiency, which can lead to various health issues, can be effectively prevented by ensuring iodine intake through everyday food. With the Aashirvaad Smart India Program, we aim to create awareness about the importance of iodine consumption and healthy eating. This program will reach communities, schools, and frontline health workers with sessions and tools to encourage behavior change.”
Dr. Shantanu Sharma, Director of Projects at IGD, elaborated on the health risks associated with iodine deficiency. “Iodine deficiency is a leading cause of brain damage and irreversible mental retardation. It is essential for the regulation of metabolism and overall physical development, especially in pregnant and nursing mothers. Iodine deficiency can lead to serious consequences, including stillbirths, spontaneous abortions, and death. Although India’s salt iodization program has been in place since 1962, and universal iodization was mandated in 2005, the latest National Family Health Survey-5 indicates that the reach of iodized salt is still not universal. The lack of availability of iodized salt and limited knowledge about iodine deficiency diseases are the primary challenges.”
The event also featured an interactive session with program beneficiaries, including children, mothers, and healthcare workers, who will be directly impacted by the initiative. Additionally, mascots "Buddhi Girl" and "Buddhi Boy" were unveiled to symbolize the program’s focus on mental and physical health development.
By addressing the issue of iodine deficiency through education and community engagement, the Aashirvaad Smart India Program marks a significant step toward fostering healthier communities. The initiative is expected to positively impact the lives of many, particularly vulnerable groups such as children and women, and contribute to the broader goal of eradicating iodine deficiency in India.