# Fortified food becomes strategic growth engine for Indian firms 2026-08-09T06:01:53+00:00 | Business & Economy | Indian Opinion Desk Corroboration: 1 independent outlet Recent research by Endeva, reported by The Hindu BusinessLine, shows a small but growing number of food processors are treating fortification as a strategic business opportunity rather than just a compliance requirement. The study identifies 'Champion Millers' who invest beyond regulatory norms, sharing traits like leadership focused on long-term nutrition goals, willingness to differentiate through quality, and commitment to technical excellence. Two Indian companies illustrate the trend. ShyamaTara Rice Mills developed a consumer brand for fortified rice, with about 20 per cent of sales now coming from e-commerce and an annual investment of around USD 100,000 in awareness campaigns. Kaleesuwari Refinery redesigned its fortification process by sourcing vitamins separately and blending them in-house, almost doubling input costs but improving quality control. The company absorbed the extra cost instead of passing it to consumers. ## Coverage - thehindubusinessline.com Tags: business strategy, FMCG, food fortification, Indian companies, nutrition, quality control Canonical: https://indianopinion.org/fortified-food-becomes-strategic-growth-engine-for-indian-firms/ License: Summary and commentary (c) Indian Opinion, reusable with attribution. Facts belong to the linked sources. Cite: https://indianopinion.org/fortified-food-becomes-strategic-growth-engine-for-indian-firms/#story-in-brief Review state: restored archive article, accurate at time of publication, not offered to search indexes.