Bayer’s Consumer Health Division has launched a groundbreaking nationwide initiative to advance pre-natal nutrition in India. As part of this effort, the initiative was showcased at the Annual Conference of the All-India Congress of Obstetrics and Gynaecology (AICOG), where over 300 doctors at the Bayer booth recorded videos delivering a unified call for comprehensive nutrition. Bringing together the medical community in a first-of-its-kind effort, the initiative reinforces the importance of a collective voice in support of comprehensive nutrition for women.
As part of the campaign, 700 healthcare professionals across India recorded a single, synchronized pledge: “I declare my support for 100% nutrition by recommending the right essential micronutrients to every woman.” This collective statement, uploaded on a bespoke platform in one hour set a Guinness World Record for the largest live, unified pledge by doctors in prenatal nutrition establishing a new benchmark in collaborative advocacy.
India faces a severe burden of nutritional deficiencies among women, with nearly 60% affected by anaemia and over 70% experiencing calcium deficiency. These gaps are most critical during preconception, pregnancy, and lactation, when nutritional needs rise sharply, yet awareness and adoption of comprehensive supplementation remain limited. Bayer’s initiative underscores the need to move beyond a limited focus on iron and folic acid, advocating for a more holistic approach that includes a wider range of essential micronutrients including calcium, which plays a critical role in maternal bone health and foetal development. Adequate nutrition across these key nutrients is vital to improving maternal outcomes, reducing risks such as low birth weight and fatigue, and ultimately helping break the intergenerational cycle of malnutrition.
Emphasizing the importance of this initiative, Ritu Mittal, Head – Marketing and Digital, Consumer Health, South Asia, said, “This initiative aims to move beyond awareness and inspire meaningful action by harnessing the collective voice of the medical community. By combining digital innovation with large-scale engagement, we seek to elevate the importance of comprehensive prenatal nutrition and encourage lasting behaviour change. Our focus is on equipping healthcare providers and caregivers with the right knowledge to support every woman’s nutritional journey, in line with the vision of One Nation, 100% Nutrition.”
Reinforcing the importance of a holistic approach, Dr. Alaka Godbole, M.D. (Gynaecology & Obstetrics), FICOG, P.G.D.M.L.S., added, “Maternal nutrition requires a comprehensive and sustained approach, as nutritional needs evolve across different stages of pregnancy and lactation. Moving beyond a limited focus on iron and folic acid to a broader spectrum of essential micronutrients including calcium, which is critical for maternal bone health and fetal development is the key to improving outcomes. Ensuring the right balance of nutrients can support healthier pregnancies and better long-term outcomes for both mother and child.”
The initiative supports national programs such as Mission Poshan 2.0, which focus on improving nutrition among women, especially during pregnancy and lactation. By leveraging the collective voice of doctors, Bayer aims to strengthen awareness and encourage a shift toward comprehensive nutrition. The campaign will be rolled out across digital platforms, creating a unified call to action for healthcare providers, caregivers, and communities.
