Millers, nutrition experts, government officials, and industry representatives resolved to make fortification a powerful tool to tackle hidden hunger and malnutrition in Punjab through an initiative undertaken by Millers for Nutrition, powered by TechnoServe with funding support from the Gates Foundation.
The initiative came at an event, themed “Unlocking Market Potential: Advancing Fortified Rice in Punjab,” earlier this week.
Monojit Indra, Senior Practice Leader at TechnoServe and Programme Lead for Millers for Nutrition Asia, said, “Fortification allows us to transform simple staples into nutritious foods that improve health for all. Millers leading 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 charge in India’s fight against malnutrition.
“The government has done an incredible job in distributing fortified rice through various social safety net schemes. Now, such launches of branded fortified rice will complement the government’s effort by making fortified rice available in the commercial retail market.”
Simplest way to improve health
Millers for Nutrition has taken initiatives in addressing Punjab’s nutrition challenges by bringing together millers from the State, one of India’s leading food-producing States, and showing that good nutrition starts with informed and responsible food production.
Vanie Sarda Thapar, Gynaecologist, Obstetrician and Infertility Specialist, speaking on the occasion, 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 fortified rice enriched with Iron, Zinc, Vitamin B9 (Folic Acid), Vitamin B12 and Vitamin B3 (Niacin). An offering of Jai Maa Chhinmastika Rice Mills, The Rice Pot, aims to promote healthier diets and improve public health outcomes across the State. The goal 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 beyond business with 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 across India, and millers can play a major part 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 reinforcing its commitment to improving food systems and advancing nutrition security with Punjab taking up the initiative. Its vision is simple, aiming to make fortified food a part of every Indian home and ensure no family suffers from hidden hunger.
Published on October 18, 2025
