Iron deficiency continues to be one of the leading causes of anaemia in India, impacting millions across age groups—especially children, adolescents, and women. Affecting energy levels, immunity, and cognitive development, the condition remains a significant yet often overlooked public health challenge.
Addressing this critical nutritional gap, ITC Aashirvaad has introduced Aashirvaad Iron Shakti Salt, a fortified solution designed to seamlessly integrate iron intake into daily diets. Enriched with both iron and iodine, the product leverages a staple household ingredient—salt—to deliver essential micronutrients without altering the taste of food.
Scientifically developed, the salt provides 25 percent of the average daily iron requirement in just one teaspoon (5g), as per ICMR-NIN dietary guidelines. This approach enables families to improve iron consumption without requiring major dietary changes. Notably, one teaspoon of the salt delivers iron equivalent to that found in a bowl of spinach, making it a convenient and accessible nutritional alternative.
Recent national surveys highlight the scale of the issue: 67 percent of pre-school children, 59 percent of adolescent girls, 57 percent of adult women, 31 percent of adolescent boys (NFHS-5, 2019–21), and 24 percent of school-age children aged 5–9 years (CNNS, 2019) in India are anaemic. With typical diets often lacking sufficient iron-rich foods, meeting daily requirements—ranging from 11 to 32 mg—can be challenging.
Speaking on the launch, Anuj Rustagi, Business Unit Chief Executive, Staples, ITC Ltd, said, “Visible signs of Iron deficiency are often ignored, but its impact on everyday energy level is persistent in India, especially among young children and adult women. Over the last 5 years through ITC Project Samposhan, working along with various public health organizations and NGOs, we have demonstrated the impact of regular use of Iron fortified salt in reducing Anemia. The launch of Aashirvaad Iron Shakti Salt is a culmination of this learning. With Aashirvaad Iron Shakti Salt, we are enabling families incorporate essential micronutrients iron and iodine into daily cooking. To encourage adoption, we are launching this innovation at the same price as regular Aashirvaad Iodized Salt.”
The product has been initially launched in Bengaluru at an MRP of Rs 30 and is currently available across retail stores. ITC plans to expand its availability to other parts of the country in the near future, aiming to make fortified nutrition more accessible to Indian households.
