ITC’s Aashirvaad has unveiled 'Aashirvaad Iron Shakti Salt,' a salt with added iron and iodine aimed at addressing iron deficiency, a key contributor to anaemia in India.
The launch comes ahead of National Anaemia Day on 21 March and against the backdrop of widespread iron deficiency across age groups. According to national surveys, a significant proportion of children, adolescents and women in India are anaemic, highlighting gaps in daily iron intake through regular diets.
The company said the product is designed to deliver iron through a commonly used household ingredient—salt—requiring minimal change in consumption habits. One teaspoon (5g) of the salt provides 25% of the average daily iron requirement, based on guidelines from the Indian Council of Medical Research–National Institute of Nutrition.
Aashirvaad Iron Shakti Salt is enriched with both iron and iodine, and includes visible iron granules. The company claims the formulation does not alter the taste of food, while helping consumers supplement iron intake as part of daily cooking.
Data from the National Family Health Survey (NFHS-5) and the Comprehensive National Nutrition Survey (CNNS) indicate high prevalence of anaemia across demographics, including pre-school children, adolescents and adult women. Experts have pointed to dietary gaps and limited intake of iron-rich foods as key factors behind the deficiency.
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 launched initially in Bengaluru at a price of Rs. 30 and is expected to be rolled out across other markets in India in the coming months.
