Roller Flour Millers Federation of India launched Fortified Atta Launched in MP

BHOPAL: Fortified Atta launched to combat the widespread micronutrient malnutrition by Roller Flour Millers Federation of India, Madhya Pradesh. In order to address the high burden of under nutrition and micronutrient malnutrition in Madhya Pradesh, Roller Flour Millers Federation of India and Madhya Pradesh Roller Flour Millers Association with the support of Global Alliance for Improved Nutrition (GAIN), introduced Fortified Atta in Madhya Pradesh. The fortified atta was launched by Shri Kailash Vijayvargiya, Hon’ble Minister of Commerce & Industries and Food Processing here today. The launch event also witnessed the participation of Mr. Rajan Sankar, Special Adviser and Regional Manager, GAIN, Mr. Adinarayan Gupta, President, Roller Flour Millers Federation of India and Mr. Sanjay Agarwal, President, Madhya Pradesh Roller Flour Millers Association.

Roller Flour Millers Federation of India is implementing this project in Madhya Pradesh with the active support of Madhya Pradesh Roller Flour Millers Association and the individual flour millers who will be voluntarily fortifying and supplying the fortified atta through the open market commercial channels. GAIN is providing the technical and limited financial support for this project.

“As the National Federation, we feel privileged to be partnering with GAIN and the millers of Madhya Pradesh, who are voluntarily fortifying wheat flour and contributing to the efforts of the Govt. of Madhya Pradesh in reducing widespread micronutrient malnutrition”, said Mr. Adinarayan Gupta, President, Roller Flour Millers Federation of India.

“We are delighted to support this initiative. We would be very happy to partner with the Madhya Pradesh government to take it to the next level,” said Mr. Sanjay Agarwal, President, Madhya Pradesh Roller Flour Millers Association.

“Wheat flour fortification has a great potential of enriching the nutritional quality of food and in turn, enriching the life of millions of children; by giving them a healthy start to life which they rightly deserve.
All that is required is a will to harness the potential for wheat flour fortification, implement and scale it up, which we aim to do in this project,” said Mr. Rajan Sankar, Special Adviser and Regional Manager, Global Alliance for Improved Nutrition.

In the first phase , this Atta fortified with iron, folic acid, vitamin B12 and vitamin A, will be easily available in the nearby Kirana stores in packs of 5 and 10 Kgs under the following brands – Commander Chakki Fresh Atta, Malwa Gold Atta, Dewas Gold Atta, Sarvottam Atta, Silver Coin Atta, Kamal Kishore Atta and Cookwell Atta. Other roller flour millers will join the program in the next phase to cover all wheat flour mills in the state .

Madhya Pradesh has a high burden of undernutrition and micronutrient malnutrition across the spectrum of age, sex and socio-economic background. According to the National Family Health Survey (NFHS) -3, the situation of children in Madhya Pradesh is worse than the national average, because 83% of children 6-36 months, 58% women and 25% men are anaemic. Anemia and vitamin A deficiency are major contributors to the low-vitality and mortality, especially of women and of children under five. Collective impact of these nutritional deficiencies reduces the work performance and earning potential of men and women by 30%,

As per the Household Consumer Expenditure Survey of India, carried out by National Sample Survey Organization (NSSO 64th round) in 2007-08, per-capita consumption of wheat flour is very high and its consumption remains largely unaffected during any food inflation. On the other hand, consumption of micronutrient or vitamins and minerals-rich foods like milk, milk products, fruits and vegetables, egg, meat and fish is very low, across all socio-economic and demographic groups in MP, resulting in widespread micronutrient malnutrition.

Hence, wheat flour becomes the most appropriate food vehicle for fortification as it will continue to deliver micronutrients in all situations. Wheat flour fortification is safe as a person cannot eat enough fortified flour to exceed the upper safety levels of vitamin and mineral intakes.

Under this project, it is envisaged to support fortification of wheat flour sold through open market and through relevant public funded programs; by providing technical and limited financial support. Consuming this wheat flour fortified with iron, folic acid, vitamin B12 and vitamin A will help to promote the growth and development in children and make them physically strong and mentally sharp; improve concentration and learning ability in children and hence improved school retention and school performance; improve immunity and reduce morbidity, leading to reduced health care costs; improve birth weight and reduce birth defects and maternal deaths and reduce fatigue in adults, thus improving productivity and the economy, both for the family and the State.
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