Around the world, the fight against malnutrition is often discussed in terms of food availability. Yet the real challenge is not in quantity, but in quality. Globally, more than two billion people suffer from micronutrient deficiencies, often referred to as “hidden hunger.” Although iron, vitamin A, folic acid and zinc deficiencies are not always visible, their effects are serious: weakened immunity, impaired child growth, poor maternal health and reduced productivity.
India’s story reflects this global challenge. Despite producing more than enough food to feed its population, millions of Indians suffer from hidden hunger. The paradox is obvious, meaning plates may be full, but good nutrition is missing. Micronutrient deficiencies affect families of all socio-economic groups and remain one of the most pressing public health challenges of our time.
limited demand
One reason for the persistence of this problem is low consumer awareness. Many people do not link everyday symptoms such as fatigue, low immunity, learning difficulties in children or pregnancy complications to micronutrient deficiencies. As a result, demand for nutritious, micronutrient-rich foods remains limited despite increasing health burden.
This is where staple food fortification plays an important role. Fortification involves adding essential vitamins and minerals to commonly consumed foods such as wheat flour, rice, edible oil, milk and salt. In India, wheat flour and rice are enriched with iron, folic acid and vitamin B12 to help reduce iron deficiency anemia, prevent birth defects, and support energy metabolism. Edible oil and milk are rich in vitamins A and D, which strengthen immunity, improve vision and aid bone health. Fortified salt provides iodine, which prevents disorders like goiter. These little things make a significant difference by transforming everyday foods into tools for better health.
The process of fortifying staple foods is straightforward and scientifically proven. Wheat flour is fortified by adding micronutrient premix during milling; Rice is fortified by adding kernels rich in vitamins and minerals to regular rice; Edible oil and milk are enriched with vitamins A and D during processing; And salt is strengthened through iodization. These processes ensure nutrient consistency, uniformity, and preservation of taste and texture while continuously delivering vital nutrients to large populations.
biofortification supplement
Along with food fortification, biofortification is another important approach to improving nutrition. Biofortification increases the nutrient content of crops as they are grown through improved plant breeding and agricultural practices. Iron-enriched pearl millet, zinc-enriched wheat and vitamin A-enriched crop varieties are examples that are already being promoted in some parts of India. Biofortification is particularly valuable for rural and farming communities that rely on locally grown staple foods and may have limited access to packaged or fortified foods. Although it cannot replace large-scale food fortification in urban markets, it complements fortification by strengthening nutrition at the farm level.
Fortified foods seamlessly integrate nutrition into the daily diet. Unlike supplements, fortified staples require no changes to eating habits or cooking methods, yet they provide measurable health benefits. Fortification is one of the most cost-effective public health interventions available, providing universal access as staple foods are consumed across all socio-economic groups. Its impact is sustainable and leads to long-term public health benefits through improved productivity, reduced disease burden and lower health care costs.
Recognizing this, the Government of India has taken decisive steps to increase staple food fortification. Standards have been notified, and fortified rice is now distributed through major social security programmes, including Poshan Abhiyaan, Pradhan Mantri Garib Kalyan Anna Yojana, ICDS, PM Poshan and Matri Poshan Programme. These initiatives have helped in providing fortified food items to millions of vulnerable families on a large scale.
However, government action alone is not enough. The food industry, including millers, processors and retailers, is central in making fortified staples accessible, affordable and desirable for all consumers. This requires a change in mindset, from viewing fortification as regulatory compliance to recognizing it as value creation. When integrated with branding, quality assurance and market access, strengthening becomes both commercially viable and socially responsible.
default option
Communication is important. Simple, consistent messages about energy, immunity, children’s development and women’s health can help consumers understand the benefits of fortified foods. Clear labeling, point-of-sale information and responsible promotion build awareness and trust. Quality is equally important. Strong food safety systems, consistent standards and reliable production are essential for consumer acceptance.
Retailers play an important role as a link between millers and consumers. Shelf visibility, in-store promotion and normalizing strong staples as everyday essentials, not just niche products, can significantly increase adoption. When fortified foods become the default choice, consumer acceptance naturally increases.
Although food fortification does not require high capital investment, it does require commitment. More private players can be encouraged to participate in food fortification with low-cost interventions, technical assistance and accreditation mechanisms. Millers for Nutrition, powered by Technoserve, is a global program running in 8 countries including India and working closely with millers to provide them technical support and much-needed rewards and recognition.
Main Food fortification is not just a technical intervention; It is a movement for nutritional security. Governments can set policies, but meaningful impact requires active participation of industry and retailers. The way forward is clear: Mill owners need to strengthen, retailers need to be promoted and consumers need to choose stronger staples. Together, this ecosystem can transform hidden hunger into visible health, ensuring that every meal contributes to a stronger, healthier nation.
(The author is CEO, Patanjali Foods)
Published on February 8, 2026
