Poshan Abhiyaan “Feeding Smart, Right From The Start”

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“POSHAN Abhiyaan or National Nutrition Mission, is Government of India’s flagship programme to improve nutritional outcomes for children, pregnant women and lactating mothers”.

Launched by the Prime Minister on the occasion of the International Women’s Day on 8 March, 2018 from Jhunjhunu in Rajasthan, the POSHAN (Prime Minister’s Overarching Scheme for Holistic Nutrition) Abhiyaan directs the attention of the country towards the problem of malnutrition and address it in a mission-mode.

The theme for National Nutrition Week for the year 2021 is “Feeding Smart Right From The Start.”

Karuna Gopal
National Incharge For Policy Research, BJP Mahila Morcha

India marks National Nutrition Week in August to create awareness about the importance of balanced nutrition. “Poshan Abhiyaan is India’s flagship programme to improve nutritional outcomes for children, adolescents, pregnant women and lactating mothers by leveraging technology.”

Food with balanced nutrition is the key to India’s good health says, Karuna Gopal, Founder and President of the Foundation for
Futuristic Cities and National Incharge For Policy Research. She plans a national outreached on this critical mission through white
paper, round table, small and large meeting across the nation

Progrowth is a health-tech startup that works for nutritional needs & immunity assessment among children. It’s founder, Karishma Kocharekar, says Indian startups have taken the lead in developing products, services, and solutions that provide a holistic approach for attaining a healthy mind and fit body.

Balanced nutrition from the natural resource is the new mantra, says Tony Datti, founder of Flex Protein. This health startup is working
towards transforming the way protein is looked at. According to Tony, protein products are “merely seen supplements to be used by bodybuilding”. He further adds that “we want to change the mindset and incorporate supplements into every individual’s dietary needs,” leading to a healthier and better quality of life.

During the last decade, the popularity of junk food has lead to mushrooming of fast food joints across the length and breadth of India. As a result, urban children have “replaced traditional food with junk food, especially during the key growth stage.” These unhealthy eating habits have led to obesity, related metabolic disorders and cognitive health in terms of poor concentration &
memorisation,” especially among millennials.

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Health-tech startups such as Progrowth use technology to analyse shortfalls in nutrition intake among kids and help parents plan a balanced diet. All this while keeping a child food choices, likes & dislikes & providing a healthy alternative to satisfy their taste buds. Karishma Kocharekar, Founder Progrowth According to Karishma Founder, Progrowth, the key is to enhance "awareness among parents about nutrition's role in a child's overall development & well-being. This, in turn, will lead to a child receiving balanced nutrition. The ongoing global pandemic unleased due to Covid-19 created awareness and demand for natural and nutritious food that can boost immunity. Thus, startups such as Flex Protein found ways to incorporate centuries-old knowledge of Ayurveda into their products. Tony says, "we came up with two new products. One is a five seed and five herbs peanut butter infused with organic Indian Super Herbs like Ashwagandha, Tulasi, Black Pepper, Turmeric and Dry Ginger. These herbs have been in use for centuries in Ayurveda. Our immunity products, along with regular physical activity, can lead to healthy living." According to Karuna, the challenge is grave, especially among pregnant women and lactating mothers. Thus, "mission like Poshan Abhiyaan become so important" as they create "awareness and help provide balance meals leading to healthy India."