Millers, nutritionists, government officials and industry representatives decided to make fortification a powerful tool to tackle hidden hunger and malnutrition in Punjab through a Millers for Nutrition initiative, powered by TechnoServe with funding from the Gates Foundation.
The initiative came earlier this week at an event on the theme ‘Unlocking Market Potential: Promoting Fortified Rice in Punjab’.
Monojit Indra, Senior Practice Leader at TechnoServe and Program Leader for Millers for Nutrition Asia, said: “Fortification allows us to transform simple staples into nutritious food that improves health for all. Millers who lead the way can make fortified rice a part of every household’s diet, and this is also a reflection of how the milling industry can take the lead in the fight against India against malnutrition.
“The government has done a fantastic job in distributing fortified rice through various social safety net programs. Now, such launches of branded fortified rice will complement the government’s efforts by making fortified rice available in the commercial retail market.”
The easiest way to improve health
Millers for Nutrition has taken initiatives to address Punjab’s nutritional challenges by bringing together millers from the state, one of India’s leading food producing states, and demonstrating that good nutrition starts with informed and responsible food production.
Speaking on the occasion, Vanie Sarda Thapar, gynaecologist, obstetrician and infertility specialist, said: “Fortified foods are one of the simplest and most effective ways to improve health without changing what people eat.”
The event witnessed the launch of The Rice Pot, a new brand of enriched rice enriched with iron, zinc, vitamin B9 (folic acid), vitamin B12 and vitamin B3 (niacin). An offering from Jai Maa Chhinmastika Rice Mills, The Rice Pot aims to promote healthier diets and improve public health outcomes across the state. The aim is to make fortified rice a normal part of daily consumption for every family in Punjab.
Mohit Gupta, CEO of Jai Maa Chhinmastika Rice Mills, said: “We believe that as millers we have a responsibility that goes beyond business to our role in improving the health of the people we serve.”
Abhishek Shukla, Country Program Manager, Millers for Nutrition India, said, “Malnutrition continues to affect millions of people across India, and millers can play an important role in solving this challenge. Millers for Nutrition works closely with millers, providing them with training, tools and market insights to help them succeed in fortification.”
Millers for Nutrition is strengthening its commitment to improving food systems and promoting nutritional security, with Punjab taking the initiative. The company’s vision is simple: to make fortified food a part of every Indian home and ensure that no family suffers from hidden hunger.
Published on October 18, 2025
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