Aashirvaad Atta with Multigrains promotes awareness about Digestive health through the Happy Tummy Platform on World Digestive Health Day

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Aashirvaad Atta with Multigrains, the value-added atta variant from India’s No.1 packaged atta brand,Aashirvaad, hadlaunched FibreMeter& My Meal Planon its flagship Happy Tummy website ahead of World Digestive Health Day on 29thMay, 2022. The initiative was in line with the brand’s endeavour to amplify the awareness and importance of digestion and the role playedby fibrein helping to maintain normal digestion. The brand had commissioned ‘A Survey on Digestive Health’conducted by Momspressoin 2021 which indicated that 56% ofIndian mothers surveyed think their family suffers from digestive health issues. Based on the insights from the survey, the brand had launched Happy Tummy website, http://happytummy.aashirvaad.com/,a platform that is aimed at educating consumers about digestionand introduced India’s firstDigestive Quotient (DQ) test – a 2-minutequestionnaire toknow more about digestion.

Over the last year, this initiative has witnessed more than 12 lakh Indian consumers landing on the website with more than3.3 lakhundertaking the DQ test. The website also houses content such as blogs and videos by experts in the field of nutrition as well as high fibre recipes.It also gives consumers the opportunity to book a consultation with a dietician. Taking the conversation about Happy Tummy a notch higher, the brand has now introducedFibre Meter and My Meal Plan. TheFibreMeter indicates whether an individual ismeetingthe recommended daily fibre allowancethrough their present diet. Subsequently, My Meal Plan gives a suggested diet plan that can help meet the dietaryfibre requirements as given bythe Indian Council of Medical Research Recommended Dietary Allowances based on the gender and age entered by the consumer, in their diet every day. Consumers can choose from suggested meal plans across different cuisines.

Speaking about this on-going initiative, Ganesh Kumar Sundararaman, SBU Chief Executive – Staples, Snacks and Meals, Foods Division, ITC Ltd.said, “Last year, it came as a revelation to us that 56% of Indian mothers surveyed as part of A Survey on Digestive Health’ conducted by Momspressothink their family suffers fromdigestive health issues. Aashirvaad Atta with Multigrains is our high fibre atta, and is committed to educating, enabling, and empoweringthe consumers by providing information on digestion. In 2021, we launched the Digestive Quotient (DQ) test with the objectiveof raising awareness about digestion among consumers,which witnessed massive success. This has encouraged us to further our focus on this subject and we are now happy to have launched additional initiatives under the platform – Fibre Meter along with My Meal Plan.”

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