Ahead of World Iron Deficiency Day, Danone in India has announced a nationwide initiative titled ‘Iron Up!’ aimed at accelerating the detection and prevention of Iron Deficiency Anaemia (IDA). The programme brings together large-scale screenings, healthcare practitioner engagement, digital education and community partnerships.
Danone India has facilitated more than 8 lakh iron screenings for children across multiple states using non-invasive digital tools. The screenings are being conducted at hospitals, schools and community centres to enable early identification of risk and support parents and educators with timely information for preventive action.
To expand medical advocacy, Danone has introduced the IDA Pledge Campaign, inviting healthcare professionals to commit to raising awareness, improving timely diagnosis and promoting preventive nutrition. The intent is to build collective momentum within the medical community to support everyday action against iron deficiency.
As part of IRON UP!, the digital campaign ‘Disappeared Red’ aims to reach over 25 million people across social platforms. The communication uses visual storytelling to highlight the impact of iron deficiency on cognitive function and productivity, encouraging early screening and informed nutrition practices.
On-ground Iron Deficiency Awareness camps are being conducted in schools and community spaces, focusing primarily on children and women — groups identified as most vulnerable to anaemia. These activations aim to close awareness gaps and provide screening access within high-risk communities.
To support long-term change, Danone is partnering with government organisations and NGOs in aspirational districts under national efforts such as Anaemia Mukt Bharat. These partnerships aim to expand science-based nutrition education and strengthen India’s broader public health ecosystem.
Shashi Ranjan, Managing Director, Danone India, said, “At Danone India, we are committed to positively impacting millions of lives by addressing one of the country’s most widespread nutritional challenges. With the launch of the Iron Up campaign, we aim to shift India’s iron-deficiency narrative from late detection to early prevention through early screening, greater nutrition awareness, and supporting the Government’s Anaemia Mukt Bharat mission. We believe that simple, evidence-based nutritional choices can transform health outcomes, and we are proud to work with healthcare partners to drive meaningful impact at scale.”
According to the National Family Health Survey (NFHS), 67% of children aged 6 to 59 months in India are anaemic, while global research including findings from 'The Lancet' identifies anaemia as one of the leading causes of disability among Indian women. These indicators underscore the urgency for widespread interventions — a need the IRON UP! campaign seeks to address.
With this initiative, Danone India reiterates its intention to support improved health outcomes by encouraging early action on iron deficiency and building mechanisms that contribute to sustained behavioural change.
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