Hyderabad :Aashirvaad Smart India Program has been launched, targeting the crucial issue of iodine deficiency disorders (IDD), and promoting healthy eating practices in the states of Karnataka, Andhra Pradesh and Telangana. This initiative, supported by ITC Limited in collaboration with Institute of Global Development, aims to educate over 5 lakh individuals across 30 districts about the importance of iodine consumption and balanced nutrition, particularly among children, pregnant women, lactating mothers and front-line workers.
Speaking about the initiative, Mr. Anuj RustagiCOO, Staples & Adjacencies, ITC Ltd remarked, “According to the National Iodine survey, around 50% of adults were unaware of the iodized salt and 31% of adults had the misconception that every packed salt is iodized. Deficiency of iodine can be prevented effectively by supplying iodine from food that we commonly eat. With Aashirvaad Smart India Program, we aim to create awareness on the significance of iodine consumption and healthy eating. Our initiative will reach communities, schools, and frontline health workers with awareness sessions and tools to promote behaviour change.”
In Telangana, approximately 21% of households lack access to iodized salt. A research study found that early adolescents (11–14 years) have a higher underweight prevalence of 24.4%, while late adolescents (15–18 years) show a stunting rate of 30% in the tribal population. Alarmingly, nearly 55% of people in Telangana are unaware of iodized salt, and around 85% do not recognize its health benefits. Furthermore, 20-70% are uninformed about the various diseases iodized salt can help prevent, with 38% perceiving iodized salt as unhealthy, according to the national iodine survey.
Dr. Shantanu Sharma,Director (Project, IGD), speaking on the program said “Brain damage and irreversible mental retardation are the most important disorders induced by iodine deficiency. Iodine is needed for optimal mental and physical development and the regulation of body metabolism. It is all the more important for pregnant and nursing mothers as the iodine deficiency can cause stillbirths, spontaneous abortion and death. The government of India in 1962 launched a salt iodisation program as National Goiter Control Program to replace ordinary salt with iodised salt. In 2005, universal salt iodisation was even made mandatory in the country. Alarmingly, nearly 55% of people in Telangana are unaware of iodized salt, and around 85% do not recognize its health benefits. Furthermore, people are uninformed about the various diseases iodized salt can help prevent, with 38% perceiving iodized salt as unhealthy. As per the latest National Family Health Survey-5, still the reach of iodized salts has not reached 100%. This is mainly because of non-availability of iodized salt and poor knowledge of iodine deficiency diseases.”
The launch event included a session with beneficiaries and unveiling of program mascots Buddhi Girl and Buddhi Boy. The event marks a significant step toward tackling Iodine Deficiency Disorders (IDD) and fostering healthier communities across India.
