You can get e-magazine links on WhatsApp. Click here TOP NEWS With preventive healthcare key , dietary supplements poised for growth Saturday, 28 May, 2022, 08 : 00 AM [IST] Nandita Vijay, Bengaluru Dietary supplements sector is on a growth trajectory. India has been emerging as a potential market for for this sector even as many companies have entered the space. With preventive healthcare being seen as one of the most important lines of defence in the battle against Covid-19, dietary supplements in India are poised for growth. From  Abbot, British Biologicals, Herbalife to Zydus, companies have paved the way to make dietary supplements a part of people’s everyday lives making the sector build a strong presence in the Indian market. According to Rohit Shelatkar, vice president, Vitabiotics, products like herbs, minerals, vitamins and dietary substances are consumed for their physiological benefits or to boost immunity against diseases. Considering the current scenario, we see that India’s dietary supplement industry is all set to grow at a lightning speed, and it would not be surprising if it outstrips the global pharmaceutical industry sooner or later. Going by the Indian consumer’s increased inclination towards health, nutrition, and wellness, several reputable and certified players from the USA, Europe, and Japan are entering India to tap the potential of the country’s nutraceuticals market and make their products easily available to the health-conscious demographic. With a fundamental objective of self-reliance and self-sufficiency, the country now has an opportunity to grab a larger share of the rapidly growing nutraceuticals market. Moreover, fiscal incentives for nutraceuticals manufacturing will also help to bolster exports. The major development which happened in 2020, was in respect to the immunity portfolio. Many immunity ingredients were tried and vitamin C took the front seat and boosted up the entire economy. Vitamin C from the natural sources, which falls under the nutraceuticals category, was evaluated and lots of products were made out of it. Rajesh Jagdale, managing director, Jagdale Industries, noted that the pandemic justified the importance of immunity and good health.  Only changes in our daily routines and dietary habits can act as a good preventive measure. This focus on preventive care and holistic wellness has marked a new step towards a better healthcare ecosystem in India. In the developed countries like the US and UK, dietary supplements are taken. This is because in addition to vitamins, dietary supplements contain minerals, herbs or other botanicals, amino acids, enzymes, and many other ingredients. Besides they are manufactured as tablets, capsules, gummies, and powders, as well as drinks and energy bars. Popular supplements include vitamins D and B12; minerals like calcium and iron; herbs such as echinacea and garlic; and products like glucosamine, probiotics, and fish oils. Several global companies including Myhealth in Belgium, Kamedis from  Israel, Kreivo Health of Singapore and Baker Dillon Group at the US  are keen to partner  and invest into promising Indian companies having a wellness and dietary supplement portfolio. This comes after the Union government approving for 100 percent foreign direct investment (FDI) into nutraceutical manufacturing sector via the automatic route. It allows entities to market through wholesale, retail, or e-commerce platform. Further, the pandemic phase has found considerable relevance to immunity boosters and naturally derived foods. In addition, India holds promise for exploring delivery of dietary supplements in varied forms of liquids, capsules, tablets, or chewable gummies etc. For instance Glucon D by Zydus Wellness is in tablet form. “International companies want to access the Indian market swiftly. Hence responsible evidence-based nutrition is at the centre of all these conversations. This sector also has opened up significantly to attract foreign investments,” said Amit Srivastava, founder, Nutrify India. Leading international nutraceutical companies are making a beeline for India, as the country shows its potential as big market, as also a source of innovation and ingredients, he added. Research is also underway on isolated nutrients, dietary supplements, and specific diets to genetically engineered designer foods, according to researchers from National Institute of Nutrition. Public health and nutrition experts have reiterated that food fortification is crucial for India to battle anaemia and micronutrient malnutrition. Food fortification has been steadily gaining recognition for its ability to manage micronutrient malnutrition in populations lacking dietary diversity. In India, with a high prevalence of anaemia among women and children, foods fortified with iron, vitamin B12 and Folic Acid provide a crucial window of opportunity to address nutrient gaps particularly in low-income groups as part of a comprehensive solution.   Lack of nutritional awareness, incorrect cooking and eating practices, limited bioavailability of nutrients, and inability to afford a diversified diet or access food items such as vegetables, fruits, eggs, and milk are challenges that need to be addressed to meet gaps in micronutrient consumption in the diet.   “Studies show that micronutrient deficiency is not just closely linked with poor immunity and congenital disorders such as neural tube defects (NTDs), but also cognitive development, school concentration capacities and work output. Large-scale food fortification interventions have the ability to improve functional health outcomes and nutritional status of populations across India,” stated Dr Sheila C Vir, senior nutrition specialist and director, Public Health Nutrition and Development Centre, New Delhi.   Fortified rice kernels that resemble milled rice in appearance, taste, and texture and then blended with non-fortified rice at a ratio of 1:100, can therefore be a micronutrient-rich alternative which fits Indian diet preferences. “A case-controlled study, conducted in 2019 in Gujarat, found that integrating micronutrient fortified rice into the midday meal programmes over eight months significantly reduced anaemia prevalence by 10% and improved cognitive score by 11.3 points among 6-12-year-old school students. The evidence widely available from global and Indian data including WHO suggests that food fortification is an effective preventive strategy and helps to increase micronutrient intake. Fortification standards need to be tailored to a country's context based on the prevalence of micronutrient deficiencies, says Dr R Sankar, director, The Indian Nutrition Initiative.   “The technology is simple and has been developed globally, as well as by a Department of Biotechnology-IIT Kharagpur partnership. The PDS food supply system can easily integrate it, and it benefits small millers as well”, said Dr Rajesh Kapur, former Additional Secretary/Scientist, Department of Biotechnology, Ministry of Science & Technology, who worked on the technology. The Government of India policy of supplying fortified rice through the food safety nets such as PDS, Mid-Day Meal Schemes, and ICDS, is thus in the right direction. The government provided support for fortification costs, program management, IEC, monitoring, and evaluation. Easy loans are also being provided through the MSME departments to millers for setting up blending units and FRK facilities.   A commitment has been made at the highest level with Prime Minister Narendra Modi announcing the availability of fortified rice in all Social Safety Net Programmes (SSNP) by 2024.   The Food Safety and Standards Authority of India (FSSAI) standards are based on evidence-based research and rigorous consultations with the scientific community, including food, nutrition, and public health experts. Additionally, given that only 30-40% of the Recommended Dietary Allowances (RDA) of micronutrients may be added to the staples under these standards, micronutrient overload is not even a distant possibility.   “For effective implementation of the programme, the production process of fortified rice kernels (FRK) and the blending process of FRK with normal rice has to be done under continual monitoring, quality assurance and control, and corrective measures to ensure high compliance. stated Dr H N Mishra, Head, Rice Fortification Project, Agricultural & Food Engineering Department, IIT Kharagpur.   This page allows you to send the current page to your friend. Your Friends Email ID: Your Email ID: Post Your Comment * Name :     *  Email :       Website :   Comments :           Captcha :  

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