Ruchi Soya to expand its edible oil fortification initiative

Ruchi Soya Industries today said it is planning to expand its edible oil fortification initiative.
Fortification means deliberately increasing the content of essential micronutrients in food to improve its quality.
The company has been fortifying its leading edible oil brands - Mahakosh, Sunrich and Nutrela - with Vitamin A and D since 2014, Ruchi Soya said in a release here.
The company also plans to include Ruchi Gold, reckoned amongst the market leader and the largest selling refinedpalm oilbrand across the country, in its fortification programme in the future, it added.
"Since edible oil use is nearly universal in India, fortifying oil with essential vitamins A and D creates an opportunity to reach all income groups with minimal changes in eating habits. We will expand our fortification initiative, which will benefit consumers, specially the low income group households," Ruchi Soya Managing Director Dinesh Shahra said.

For fortification of edible oils, Ruchi Soya has been collaborating with leading global organisations like Centre for Community Economics and Development Consultants Society (CECOEDECON) and The Global Alliance for Improved Nutrition (GAIN).
"By fortifying our four key edible oil brands since 2014, we have been positively impacting 12 million households every month. The company has been also taking efforts to communicate the importance of fortification to its consumers," Ruchi Soya COO Satendra Aggarwal added.