HLL Announces Technological Breakthrough In Iodisation Of Salt

Loss of iodine from iodised salt is a major concern affecting all iodised salts in the country. As per Mr. M. R. Gandhi of the Central Salt and Marine Chemical Research Institute. “one of the main problems in iodised salts is the loss of iodine under conditions of storage and cooking”. Even government PFA regulations recognise that upto 50% of iodine may be lost in storage and transportation alone. In addition, there are losses arising in Indian cooking conditions which further reduce the actual intake of iodine.

As per a study conducted by the Central Salt & Marine Chemical Research Institute even “ leading brands of salt lose upto 40% in cooking whereas HLL has “successfully stablised the iodine content in iodised salt”.

Iodine deficiency is one of the serious health issues facing our country. As per Dr Karmarkar of Indian Coalition for Control of Iodine Deficiency Disorders. (ICCIDD) “278 million Indians are at risk of Iodine Deficiency Disorders (IDD). Iodine deficiency not only leads to goiter but also has an impact on the mental development of growing children”. The ICCIDD is dedicated to the sustainable elimination of Iodine Deficiency Disorders and works closely with the people and governments of affected countries.

Annapurna is now the leading brand of iodised salt in the market and is now further consolidating its leadership position with the launch of its new stable iodine salt. According to Mr. Gunender Kapur, (Director, Foods, Hindustan Lever Limited) “We have always had our consumers best interests in mind. It is our endeavor not only to give them the best quality of salt but also to ensure their good health and nutrition. With this technological breakthrough, Annapurna will be the only salt in the market that can deliver the right level of iodine to the consumer every time”. HLL is now in the process of making Annapurna Iodised Salt with revolutionary technology available throughout the country.

Annapurna salt was launched in 1995 in AP and UP as a test market and was subsequently launched nationally. Annapurna salt was the first salt to be endorsed by ICCIDD. Its marketing strategy has been focussed on educating consumers about the benefits of iodine and its affect on mental development of growing children. As per ORG, (September 01), Annapurna has now become the largest brand in the country.

The message that Iodine deficiency dulls mental activity has also been brought out successfully through their mass media infomercial campaigns and direct consumer promotions since their launch.