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GSK Consumer Healthcare launches Horlicks Mission Poshan with Amitabh Bachchan

ANI  |  Gurugram (Haryana) [India] 

Horlicks, the iconic brand from today announced the launch of "Mission Poshan" with as the campaign

Supporting the Government's Rashtriya Poshan Abhiyaan, Mission Poshan will focus on the first 1000 days of a child with the objective of addressing malnutrition, stunting and infant mortality. will be part of many activities planned all-round the year including a 12-hour live Telethon and awareness camps across schools and villages.

has the maximum number of children in the world suffering from malnutrition1 and the core objective of the program will be to increase awareness on the issue. The key focus of the programme will be the first 1000 days of a child which are critical for cognitive development, physical growth and immunity.

took to and announced his association with Mission Poshan today through and

Navneet Saluja, Managing Director, said, "Our initiative has a singular goal - to help promote the need for nutritional needs across rural and urban We are fortunate to have Amitabh Bachchan partner us in this significant journey towards addressing the issue of malnutrition in our country. Horlicks has been a household name for over 100 years and is a small step to support the of the We are committed to dialing up mass awareness around malnourishment and working with the towards its eradication."

According to a recent report, India has the largest number of malnourished children in the world and currently ranks 100th out of 119 countries on the Index - behind countries such as North Korea, and 2 aims to build mass awareness about the importance of providing proper nutrition to children and crowdsourcing necessary funds to help promote nutritional diets for millions of children across India.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Thu, May 31 2018. 14:50 IST