Now Reading: Fortified food becomes strategic growth engine for Indian firms
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Fortified food becomes strategic growth engine for Indian firms
Fortified food becomes strategic growth engine for Indian firms
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 Story in Brief
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.
The Indian Opinion
The Indian Opinion: Fortification is usually discussed as a public-health chore or a cost burden for industry. These examples show it can be a smart business move, but the narrative often ignores the upfront investment and risk. Critics may dismiss it as a niche experiment, yet ShyamaTara and Kaleesuwari are putting real money behind quality. The concrete test: will other FMCG players follow, or will consumer price sensitivity keep fortification confined to government programmes?
Source: thehindubusinessline.com
This story was synthesised by AI from the source linked above.
