Arth by Emcure, a wellness brand focused on combining science and nature, has launched a new initiative with M.S. Dhoni on World Iron Deficiency Day. The ‘Invest in Iron’ campaign aims to raise nationwide awareness about anaemia and underline the role of iron in maintaining energy levels and overall health.
Iron deficiency remains a significant health concern in India. Fatigue is among the earliest signs of low iron, yet many people do not recognise its impact on daily activity and general well-being. With 57% of Indian women reported to be affected by anaemia, the need for early detection and prevention continues to be a public health priority.
M.S. Dhoni, known for his disciplined approach to health, features in the campaign film encouraging people to pay attention to symptoms and check their iron levels.
Speaking about the initiative, Namita Thapar, Executive Director, Emcure Pharmaceuticals, said, “At Arth, our commitment has always been to educate first, whether it was the importance of sleep earlier or iron today. Our purpose is to empower people with knowledge so they can make informed decisions about their well-being. With ‘Invest in Iron,’ we want India to recognize that monitoring iron levels is essential to maintaining everyday energy and long-term health. Making this simple investment today can improve the quality of life for millions.”
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As part of the campaign, the brand is urging individuals to get tested and consider accessible formats that support iron intake. Arth Iron Gummies, formulated with Ferrous Ascorbate, are presented as offering 67% better absorption compared to commonly available iron salts and supplements. The gummies are positioned as a convenient option for those who find traditional iron supplements difficult to consume.
The 'Invest in Iron' initiative aligns with Arth’s focus on public health awareness and encouraging people to monitor key health indicators.
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