“Our support for the Eat Right Movement is an extension of our spirit to serve Bharat. We are proud to galvanise forces with Food Fortification Resource Centre (FFRC) and scale up communication in a short span of time, covering millions of people and impacting community behavior positively,” Snapdeal’s senior vice president Rajnish Wahi said in a press statement.
To overcome the growing concern of malnutrition and non-communicable diseases such as diabetes, heart disease and hypertension, fortification of food has been identified as key intervention area under the government’s Poshan Abhiyaan initiative.
Food fortification is a process in which key vitamins and minerals like Vitamin A and D and minerals such as iron, iodine and zinc are added to staples such as rice, wheat, oil, milk and salt for better nutritional value.
Snapdeal has about five lakh registered sellers retailing value-priced merchandise that go beyond branded products and urban consumers.