Tata Salt initiative for awareness on iodine deficiency

Vijayawada: To mark Global Iodine Deficiency Day on October 21, Tata Salt, a pioneer of the salt iodisation movement in India, reiterated the need for increased awareness on the importance of iodine in the diet and steps for tackling iodine deficiency.

The brand had collaborated with traditional and new age media to create awareness and establish the importance of Iodine through an innovative idea – “The Missing I.”

Notable personalities like Harsha Bhogle, Indian cricket commentator and cricketer, Gautam Gambhir also tweeted on the day about the #missingI campaign to create awareness about importance of Iodine. 

In addition to that, ESPN cricinfo live scorecard page also had cricket commentary with #missingI.

Dr Chandrakant S Pandav, alumni at AIIMS, New Delhi and presently member of National Council on India Nutrition Challenges under Poshan Abhiyan, said, “A pinch of iodised salt can give us freedom from preventable brain damage as we continue on our journey to become a healthy nation. 

Universal salt iodization, WHO’s preferred strategy for the elimination of IDD, results in saving 1.5 billion IQ points in children globally every year.”

Richa Arora, COO, Consumer Products Business, Tata Chemicals Ltd., further added, “We are committed towards catalysing the nation free of Iodine deficiency disorders, and making India healthy. Tata Salt played a key role in the iodisation movement in the country by launching India’s first branded iodised salt.