Market-Led Nutrition Gains Momentum as Three Fortified Rice Brands Launch in Uttar Pradesh

Market-led nutrition efforts in India received a significant boost with the launch of three fortified rice brands at the industry workshop “Unlocking Market Potential: Advancing Fortified Rice in Uttar Pradesh”, held in Lucknow. The launches mark an important milestone in expanding consumer access to fortified staple foods through open markets and strengthening efforts to address micronutrient deficiencies across the state.

The newly unveiled brands include Nutri Pro Rice by VistaarX, SRS Nutri Crown Fortified Rice by Shree Ram Foods, and Grainova Poshan Rice by Jain Industries. Each product is fortified with five essential micronutrients—Iron, Zinc, Vitamin B3, Vitamin B9 (Folic Acid), and Vitamin B12—designed to improve everyday nutrition through one of India’s most widely consumed staple foods.

The launch event was graced by Satish Chandra Sharma, Honourable Minister of State for Food, Civil Supplies and Consumer Affairs, Government of Uttar Pradesh, along with senior officials from the Department of Food and Civil Supplies, Food Safety and Drug Administration, representatives from academia, industry, and development organizations.

Speaking at the event, Monojit Indra, Senior Practice Leader at TechnoServe and Program Lead, Millers for Nutrition Asia, highlighted the importance of expanding fortified foods through commercial channels. He noted that while fortified rice has already demonstrated strong impact through public distribution and social safety net programmes, wider availability in retail markets can significantly increase consumer access to improved nutrition. He added that Uttar Pradesh has emerged as a key state in advancing rice fortification, and the leadership shown by local millers reflects growing industry commitment to nutrition.

Abhishek Shukla, Country Program Manager, Millers for Nutrition India, said the introduction of these brands demonstrates how millers can play a transformative role in improving nutrition while building sustainable businesses. He emphasized that through technical assistance, capacity building, and market development support, Millers for Nutrition is enabling millers to create high-quality fortified food products aligned with evolving consumer needs, and welcomed the growing momentum in Uttar Pradesh.

Highlighting the government’s perspective, Shri Satish Chandra Sharma said, “The launch of these fortified rice brands is a commendable step towards strengthening nutrition security in Uttar Pradesh. Food fortification is a practical and effective solution to address micronutrient deficiencies, particularly among vulnerable populations. I appreciate the efforts of Millers for Nutrition, powered by TechnoServe, for working closely with rice millers, industry stakeholders, and government partners to promote the adoption of fortified staples across the state. Their support in building technical capacity, creating awareness, and encouraging market-based solutions is helping transform nutrition goals into meaningful action. Such collaborative initiatives will play an important role in ensuring that nutritious food reaches more households and contributes to a healthier and stronger Uttar Pradesh.”

The workshop brought together policymakers, food industry leaders, nutrition experts, development partners, and rice millers to discuss the expanding role of food fortification in improving public health outcomes while creating sustainable business opportunities for the food processing sector.

Industry leaders Rishabh Jain, Director, VistaarX; Shubhanshu Shukla, Director, Shree Ram Foods; and Tarun Goyal, Partner, Jain Industries, underscored the importance of fortified rice in addressing micronutrient deficiencies through everyday diets. They noted that the launch of Nutri Pro Rice, SRS Nutri Crown Fortified Rice, and Grainova Poshan Rice reflects a shared commitment to delivering high-quality, nutritious rice products that meet changing consumer expectations. They further emphasized that rice, as a staple consumed by millions of households, offers an effective vehicle for delivering essential micronutrients without requiring changes in eating habits.

The programme also featured technical sessions on rice fortification, discussions on Uttar Pradesh’s experience in scaling fortified rice, and a panel discussion involving government representatives, scientists, industry leaders, and nutrition experts. The convening concluded with a shared commitment to strengthen collaboration between industry, government, and development partners to accelerate awareness, adoption, and scale-up of fortified staples across Uttar Pradesh.