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Empowering communities, nurturing futures: Tata Salt champions the fight against iodine deficiency on World Iodine Deficiency Day
National, October 21, 2023: Tata Salt, a pioneer and market leader in India’s iodized salt segment since 1983, proudly joins the global community in observing World Iodine Deficiency Day on 21st October. This significant day serves as a reminder of the vital role iodine plays in child’s cognitive development and highlights the ongoing challenge of iodine deficiency, particularly among children worldwide.
In line with this mission, Tata Salt has recently unveiled a compelling advertising campaign featuring the esteemed actress Rupali Ganguly. In the campaign video, Ganguly asserts, “Trust is earned, and I trust only Tata Salt because it has the right amount of iodine, ‘Namak Ho Tata Ka, Tata Namak’.” This endorsement reaffirms Tata Salt’s unwavering commitment to quality and purity, ensuring that consumers receive the best possible product for their well-being.
“Iodine deficiency has been a critical global health issue, affecting millions of lives, especially the younger generation. At Tata Salt, we are deeply committed to addressing this challenge head-on,” says Deepika Bhan, President, Packaged Foods- India, Tata Consumer Products. “We firmly believe in the power of awareness and education. By highlighting the importance of iodine in brain development, IQ enhancement, and preventing developmental delays, we aim to empower communities to make informed choices about their health.”
The India Iodine Survey 2018-19, conducted by Nutrition International and ICCIDD, emphasized the crucial role of iodine in mental and physical development. This survey shed light on iodine deficiency as the leading preventable cause of global brain damage, particularly affecting children’s IQ levels. The study evaluated the coverage of iodized salt and urinary iodine status across different population groups. The findings revealed a 76.3% national household iodized salt coverage, with variations observed at the state level. More than 41% of all household salt was found to have iodine content between 15–30 ppm, followed by 33.1% of household salt between 30–50 ppm concentrations. Additionally, the survey indicated that only 55% of the population was aware of iodized salt. To address these issues, recommendations were made, including the enforcement of salt quality standards and the promotion of consumption of refined iodized salt. The primary goal of the survey is to influence policies, strengthen iodization programs, and ultimately eliminate Iodine Deficiency Disorders in India.
Iodizing table salt is among the most effective and affordable ways to prevent iodine deficiency disorder, leading to the creation of TATA Salt as India’s pioneering iodized salt. Tata Salt, with a 34% market share, leads India’s iodine fortification efforts, reaching 3 out of 10 households and 1 billion people yearly. Committed to eradicating iodine deficiency, Tata Salt ensures every citizen is fortified for India’s success. Using advanced technology, Tata Salt produces high-quality iodized salt, transforming sea water into consistent spherical crystals, guaranteeing optimal iodine content in every pinch.
“We invite everyone to join us in this mission. By spreading awareness and advocating for iodine-rich diets, together, we can make a tangible difference in the lives of millions,” adds Deepika Bhan. “At Tata Salt, we are committed to creating a healthier, brighter future for children worldwide.”
Tata Salt encourages individuals, families, and communities to actively participate in making the right choice for your health to eradicate iodine deficiency while making informed decisions on salt consumption. By working together, we can create a world where every child has the opportunity to thrive and reach their full potential.
Link to the digital film: https://www.youtube.com/watch?v=CbWlcuKsim0