Monojit Indra (left), Senior Practice Lead, TechnoServe and Program Lead, Millers for Nutrition Asia; Satish Chandra Sharma, Uttar Pradesh Minister of State, Food, Civil Supplies and Consumer Affairs; and Abhishek Shukla, Country Project Manager, Millers for Nutrition, are seen at a workshop on Food Fortification in Lucknow on Tuesday.
Three fortified rice brands — Nutri Crown Fortified Rice by Shree Ram Foods, Nutri Pro Rice by VistaarX, and Grainova Poshan Rice by Jain Industries — were unveiled at the workshop ‘Unlocking market potential: Advancing fortified rice in Uttar Pradesh’ in Lucknow on Tuesday.
Speaking at the launch of the brands, Satish Chandra Sharma, Uttar Pradesh Minister of State for Food, Civil Supplies and Consumer Affairs, said food fortification is a practical and effective solution to address micronutrient deficiencies, particularly among vulnerable populations.
“I appreciate the efforts of Millers for Nutrition, powered by TechnoServe, for working closely with rice millers, industry stakeholders, and government partners to promote the adoption of fortified staples across the state. Their support in building technical capacity, creating awareness, and encouraging market-based solutions is helping transform nutrition goals into meaningful action. Such collaborative initiatives will play an important role in ensuring that nutritious food reaches more households and contributes to a healthier and stronger Uttar Pradesh,” he said.
Increasing consumer access
Monojit Indra, Senior Practice Lead, TechnoServe and Program Lead, Millers for Nutrition Asia, said the launch of these brands represents an important evolution in India’s fortification journey. While fortified rice has already demonstrated its value through public distribution and social safety net programmes, expanding availability through commercial markets can significantly increase consumer access to better nutrition. Uttar Pradesh has emerged as a key state in advancing rice fortification, and it is encouraging to see local millers taking leadership in bringing fortified rice directly to consumers, Indra said.
Abhishek Shukla, Country Program Manager, Millers for Nutrition India, said the introduction of these fortified rice brands demonstrates how millers can play a transformative role in improving nutrition while building sustainable businesses. Through technical assistance, capacity building and market development support, Millers for Nutrition is helping millers create high-quality fortified food products that meet consumer needs. “We are delighted to see this momentum growing in Uttar Pradesh and congratulate the participating millers on this important achievement,” he said.
Rishabh Jain, Director, VistaarX; Shubhanshu Shukla, Director, Shree Ram Foods; and Tarun Goyal, Partner, Jain Industries, emphasized the growing importance of fortified rice in addressing micronutrient deficiencies and improving nutritional outcomes through everyday diets.
Published on June 2, 2026
