1

STATISTICAL ANALYSIS

OF WHEAT FLOUR

FORTIFICATION

SCHEME IN

AHMEDABAD

By

Dr. Parag Shah,

H L College of Commerce

Gujarat

MINOR RESEARCH PROJECT

UGC

2

ACKNOWLEDGEMENT

I appreciate the co-operation extended by the government officials, industry experts and

various parties associated with the project.

I would like to thank the Dr. Mona Kelshikar, Principal of HL College of Commerce for

her motivation.

Finally, I express my sincere thanks to Prof. Mitesh Shah who supported me throughout

the project and gave valuable suggestions.

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CONTENTS

SR.NO. TITLE PAGE NO.

1 Objective 1

2 Scope 2

3 Research Methodology 3

4 Data Collection 4

5 Sampling Plan 6

6 Pilot Survey 9

7 Nutraceutical 10

8 Food Fortification 19

9 Wheat Flour Fortification 25

10 Programmes And Initiative 40

11 Analysis & Key findings 53

12 Conclusion 73

13 Suggestions 74

14 Glossary 77

4

OBJECTIVE OF RESEARCH

Food Fortification Initiative was launched with the objective of eliminating the problem

of wide spread malnutrition within the State of Gujarat. The aim was to penetrate all the

households and bring about a change in the consumables being used. The State

Government and its agencies, along with the private partners joined hands to launch this

initiative.

Primary Objective:

To study the awareness and acceptance level among consumers about the fortified

wheat flour

To gauge the effectiveness of the initiative of fortification of wheat flour and

recommend ways to improve their efficacy

Secondary Objective:

1. To study the preferences of consumers with respect to wheat flour/grains.

2. To study the role of Public Distribution System (PDS) in promoting the

consumption of fortified wheat flour.

3. To study the effectiveness of Nookad Chakkis as a supply chain.

4. To ascertain the view of Doctors and Provision Store owners regarding fortified

wheat flour.

5

SCOPE

The scope of our project is confined to Western Ahmadabad.

The Food Fortification initiative by the Government of Gujarat includes Oil

Fortification, Flour Fortification, Salt Fortification etc. We have catered to only

Wheat Flour Fortification under Flour Fortification.

Only Antyoday card holders were selected because they consume Fortified Wheat

Flour under this Government initiative.

Consumers include only those who do not buy Wheat/Flour from Ration shops.

Following areas were selected for surveying Chakki Owners, Doctors and

Provision Store Owners:

Vastrapur Ambawadi

Satellite Gulbai Tekra

Gurukul Naranpura

Vasna Navrangpura

Vejalpur Wadaj, Nava Wadaj

Paldi Ghatlodia

Limitations of the Project:

Approaching the Antyoday consumers for a survey was difficult due to their low

level of education. Thus, we conducted interviews with them.

The conclusions derived are totally based on the answers provided by the

respondents through the survey. We have tried our best to get the most accurate

answer by making the respondents understand the reason behind asking the

question.

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RESEARCH METHODOLOGY

IDENTIFICATION OF THE TOPIC

This is the first step in the process of making the project. It refers to the subject matter of

the project. The topic of our project is:

„FORTIFICATION OF WHEAT FLOUR IN AHMEDABAD – A Study of an initiative

by Government of Gujarat‟

After a lot of brain storming sessions in the group meetings, our group finally came to a

consensus on this topic. The topic has been selected as it gives us a big scope for learning

the initiatives taken, for the first time by the Government of Gujarat towards combating

the malnutrition which is rampant in the state.

7

DATA COLLECTION

In our project, data collection was done through administered questionnaires as well as

through personal interviews. An appropriate mix between the two was employed to get

the true representative picture. The data collection can be classified into two types –

Primary data and Secondary data.

1.) Primary data:

Primary data refers to the data collected from the market. This serves as the main data for

any research based project work. The data can be collected in many ways as mentioned

below:

Questionnaire

Telephone

E- mails

Personal visit, etc.

We have used the following sources to collect primary data:

Questionnaires Personal Visit

Chakki Owners Government Officials

PDS Consumers Doctors

PDS Owners

2.) Secondary data:

It refers to the data that already exists in one or the other way. The data may not be

directly relevant but it is used by adjusting it to the personal need .This form of data is

generally not very valid and correct and thus needs to be used with care.

This kind of data can be collected from many sources as follows:

Newspaper

Magazines

Journals

Internet, etc.

8

Secondary data used in our project includes various sources like reports, Government‟s

published data such as reviews available with the Department of Food and Civil Supplies,

magazines, newspaper articles, internet and others.

RESEARCH APPROACHES

Research Approach refers to the selection of a particular approach to gather primary data.

There can be three types as mentioned below:

i.Observational Research:

This approach refers to gathering of primary data by observation. Here relevant people,

actions and situations are observed and the conclusions are derived.

ii.Survey Research:

This is the most widely used method for primary data collection and is best suited for

gathering descriptive information. It involves gathering primary data by asking people

questions about their knowledge, preferences, attitudes and buying behavior.

iii.Experimental Research:

This method is best suited for gathering casual information. It comprises of gathering

primary data by selecting matched group of subjects, giving them different treatments,

controlling related factors and checking the differences in group responses.

For the purpose of our project, we have used Survey Research Approach as it is best

suited to give descriptive information.

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SAMPLING PLAN

A sample refers to a segment of the population with homogeneous characteristics selected

as a representative of the whole population. Designing of a sample requires us to take

three decisions and each of them is represented as an element of a sampling plan.

Sampling plan includes the following three elements:

i. Sampling Unit:

Here, the decision about who is to be surveyed is taken. The decision depends on what

kind of information is needed and who is most likely to have it.

The following are our sampling units:

Government Officials

PDS owners

Consumers

Chakki Owners

ii. Sample Size:

Here the size of the sample to be surveyed is decided upon. A larger sample size is

considered to be a better representative of the population and vice-versa.

Sample Unit Number Surveyed

PDS Owners 23

PDS Consumers 568

Chakki Owners 39

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RESEARCH INSTRUMENTS

In collecting primary data, there are mainly two options available for research

instruments. They are Questionnaire and Mechanical Instruments.

Both of them are explained below:

1) Questionnaire: This is by far the most common instrument whether administered in

person, by phone or online. Questionnaire means a ready list of questions on a sheet of

paper, arranged in a proper or a logical sequence. Generally the questions are self

explanatory.

2) Mechanical Instruments: Although questionnaire are the most commonly used

research instruments, mechanical instruments are also used in some cases this monitor

consumer behaviour, such as super market scanners and people meters.

In our project, we have used Questionnaire as the research instrument because after

carrying out our preliminary pilot survey, we found out that the questions we needed to

get answers for were easily derived from the respondents by asking them formulated

questions and thus we used this type of research instrument.

STATISTICAL METHODS

We have used statistical methods in those questions where they are applicable.

The following two methods have been used:

1) Association of Attributes

2) Cross-tab analysis

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RATIONALE BEHIND SELECTION OF THE TOPIC:

WHEAT FLOUR FORTIFICATION

Food fortification is a vast area which incorporates edible oil fortification, milk

fortification, flour fortification, candy fortification, etc. We selected wheat flour

fortification as a part of our study because it is one of the most pivotal and a complicated

assignment taken up by the Government of Gujarat towards improving the malnutrition

status of the people in the state.

The rationale behind the selection of wheat flour fortification as a part of our study was

the fact that for the Government of Gujarat it became a challenging endeavor in creating

the awareness and increasing the acceptance level among the consumers.

Fortified wheat flour has been introduced at the Antyoday card holder‟s level. Moreover,

the Nookad Chakkis have also been made a part of this program which would cater to all

other categories of people who do not buy from Ration Shops. This initiative by the

Government of Gujarat to fortify wheat flour at all levels has brought about an impact on

several households. Hence, this became the basis of our study where the objective was to

gauge the awareness and the acceptance level among both, PDS consumers and other

consumers (those who do not buy from the PDS). Also, a major emphasis was given to

the awareness and the acceptance level among other associated parties – Chakki owners,

PDS Owners, Provision Store Owners and Doctors.

Apart from all this, this initiative has become a fight against hidden hunger and has

insights on how well people are concerned for their health and the food they consume.

12

PILOT SURVEY

Pilot survey was conducted in order to make an unbiased final questionnaire and also to

determine the sample size of the consumers. Our purpose to carry out this pilot survey was to

study all the aspects relating to the awareness and acceptance level of consumers and to gather

the views of the consumers regarding the initiative of wheat flour fortification.

We took a sample size of 568 consumers from different areas of Western Ahmedabad. The key

findings of the pilot survey has helped us in gauging the awareness of consumers in the

following manner:

Aware about fortified wheat flour and Using fortified wheat flour

Aware about fortified wheat flour and Not Using fortified wheat flour

Not Aware about fortified wheat flour and Not Using fortified wheat flour

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NUTRACEUTICALS: INDUSTRY OVERVIEW

The term „nutraceutical‟ was coined from "nutrition" and "pharmaceutical" in 1989 by Mr.

Stephen DeFelice, MD, founder and chairman of the Foundation for Innovation in Medicine

(FIM), Cranford. According to Mr. DeFelice, Nutraceutical can be defined as:

A food (or part of a food) that provides medical or health benefits, including the prevention

and/or treatment of a disease.

Nutracuetical is a combination of nutrition and pharmaceutical and refers to foods which are

claimed to have a medicinal effect on human health.

Along with the growing healthcare industry in India, there is an emerging trend in growing

consumerism for Fast Moving Healthcare Goods (FMHG); worldwide known as Nutraceuticals,

which are by definition, ingredients with human health benefits beyond basic nutrition.

Seeing the growth in the World Nutraceuticals Market and its potential in India, many

multinationals and Indian pharmaceutical firms are entering in this arena. The Indian

nutraceutical market is in a nascent stage and it is growing at a faster pace. It is estimated that the

nutraceutical market would witness tremendous growth in the coming years.

Nutraceuticals are defined as non-specific biological therapies used to promote wellness, prevent

malignant processes and control symptoms. They can be broadly categorized based upon the

products as listed below:

1. Vitamins

2. Antioxidants

3. Minerals

4. Herbals/Botanicals

5. Non-Herbals

6. Proteins

7. Fibers

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GLOBAL MARKET OVERVIEW

The Nutraceutical market is generally defined as a combination of functional foods and vitamins,

minerals and supplements.

In the global market, nutraceuticals have become a multi-billion $ industry. Currently, the global

nutraceutical market estimates* in 2007 was U.S. $ 120 billion and it is growing at a Consumer

Average Growth Rate (CAGR) of 6.8%. The global market is dominated by the United States

who had a market share of 36% followed by European market having 24% share and Asia with

30%, whereas the rest of the world had 10% of market share in 2007.

In European countries, Germany, France, UK, Italy and Switzerland dominate the market with

20%, 25%, 8%, 11% and 11% shares respectively. In the Asian continent, Japan sweeps the

market share by 22% of the global market whereas remaining 8% is shared among the other

Asian countries.

*(Source: Cygnus estimates - Business consulting and Research private ltd.)

Asia

30%

Others

10% US

36%

Europe

24%

Geographical segments

Asia others US Europe

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INDIAN MARKET OVERVIEW

The Indian Nutraceutical market is composed of food supplements, vitamins and mineral

supplements. In the nutraceutical market, vitamins have remained a major category.

Food supplements include food products and supplements, malted beverages, protein powder,

pediatric nutrition, fruit-based products, sports products, and clinical products; the segment was

valued at INR 11.25 billion in 2007. In food supplements, the major share is held by food

products and supplements, valued at INR 5.63 billion in 2007.

The nutraceutical market is in its initial stage of development and is growing at a double digit

rate. In 2007, the Indian Nutraceutical market was estimated at INR 18.75 billion and is growing

at the CAGR rate of 21.23%; it is estimated to reach INR 27 billion by 2009.

In food supplements, the major share is held by food products and supplements, valued at INR

5.63 billion in 2007. The next major pie is held by malted beverages, valued at INR 3.38 billion.

The third major segment is fruit-based products, valued at INR 0.68 billion. It is followed by

pediatric nutrition, valued at INR 0.56 billion. Protein powder, sports products, and clinical

products are valued at INR 0.56 billion, INR 0.23 billion and INR 0.23 billion respectively. India

has a huge opportunity when it comes to ayurvedic, herbal and natural products in nutraceuticals.

0

5

10

15

20

25

30

2005 2006 2007 2008 2009

12.5 15

18.75

22.5

27

INR

Bil

iion

Years

Indian Nutraceuticals Market Size, 2005-2009

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GROWTH DRIVERS

Consumers are so much concerned about their life styles and its related diseases – mostly known

in India which includes obesity, hypertension, and high liquid and blood sugar levels. Factors

driving the market include growing consumer interest in a healthy diet and lifestyle, rising

healthcare costs, and an ageing population. Demographics like age-group; per capita income,

lifestyle, food habits and increase in diseases are becoming the major growth drivers.

Ageing population

The population pyramid in India has a wide base at the bottom from uncontrolled birth rates, and

a small point at the top with higher average life expectancies. The increase in ageing population

will give rise to the demand for supplements and foods related to age and other conditions.

Changing life style

Growth of Indian economy has not only been influencing and resulting in growth of income

levels, but it is also bringing drastic changes in the lifestyle. There are increased numbers of

cases in the diseases that are related to the life style of the people.

Increasing medical cost

Fastest life style disease segment such as anti diabetic, cardio vascular segment and central

nervous system are driving the demand for multi-specialty and super specialty health care

services which in turn escalate the treatment cost.

High spending power

There are higher income levels of people and they have the ability to spend on health care

products. Supplements are generally consumed in addition to the normal diet.

Awareness of preventive medicine

Awareness and focus on preventive therapy has also aided the increase in consumption of

nutraceuticals. Consumers are increasingly becoming health-conscious and are realizing the need

for dietary supplements.

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ISSUES AND CHALLENGES

Intense competition

Competition to the nutraceutical products is from many sources, including pharmaceutical

companies, fast moving consumer goods (FMCG), fast moving health goods (FMHG),

companies that sell nutraceutical products to supermarkets, large chain discount retailers, drug

store chains and independent medical stores, health food stores, others who sell to the

wholesalers, and also mail order vendors, electronic commerce and network marketing

companies.

Functional food grains momentum

Functional foods are food components that provide physiological benefits, reduce the risk of

chronic diseases and also provide nutritional functions. Functional foods are seemingly diverse

products which include eggs, cereals and grains, nutritional bars, dairy products and processed

foods. Also consumers are taking time to read labels and compare products, in which companies

claim the credibility of products.

Pharmaceutical and food companies join the bandwagon

These companies are also entering into nutraceutical market with their range of special food for

weight loss, diabetes, beauty care and skin care. These companies have huge advertising budgets

and well established distribution channels that make them strong in the market. On the contrary,

FMGC giants like Nestle, ITC, Cadbury‟s, Parle, Hindustan lever, Godrej and Amul already

have quite a few products in the nutraceutical segment.

Consumer awareness

In India, consumer awareness of the nutraceutical products is very less as the industry is more

believed based than evidence based. Innovative positioning and communication strategy ought to

be adopted by the companies which will increase the equity of the nutraceutical industry. Among

the masses there is lack of awareness as only 14 to 18% are only aware while the rest i.e. 82%

are unaware. This is a basic challenge which the industry is facing.

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CRITICAL SUCCESS FACTORS

The critical success factors include branding, pricing, market promotion and distribution channel

which allows the marketers to align their products with health oriented causes.

Branding

Branding in nutraceuticals is of paramount importance. Branding is difficult to create overnight

because there must be continued investment over a long period of time in order to remain in the

market. Nutritional supplement ingredient branding is expensive and requires a long term

commitment from the company.

Pricing

Pricing has been one of the critical factors since in this market pricing is exorbitant. Pharma and

nutraceutical companies should adopt the strategy to initially cut margins to make nutritional

supplements affordable if they have to reach the majority of the people, therefore, breaking the

price barrier.

Market promotion

The success or failure of a commercial product depends on the efficacy or successful promotion

of a key ingredient, and may be advantageous to coin the name of that ingredient in order to

claim exclusivity in marketing and promoting the end product. Companies have to adopt a

segment- wise approach for promoting the products and target certain segments.

Channels

Nutraceutical companies with a unique ingredient, effective ingredient branding can facilitate

market penetration in highly competitive distribution channels. There are many players like

Pharma companies, FMCG companies and companies in food and beverage industry. These

companies have huge advertising budgets and well established distribution channels.

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MAJOR PLAYERS

Major players in this industry are as follows:-

Direct selling companies like: - Amway, Pharma.

MNCs like: - Glaxo Smith Kline Consumer Healthcare Ltd. (GSKCH).

Ayurvedic companies like: - Zandu, Dabur India, Himalaya Herbal Healthcare.

Domestic Pharma companies like: - Ranbaxy, Cadila Healthcare, Tablets India.

Other companies like: - British Biological, E.I.D Parry India Ltd. and Rapatakos.

Almost all companies have a wide range of nutraceutical products in the market with the brand

recognition in the nutraceutical segment. In the health product segment, lots of dairy

manufacturing companies are also claimant for being considered as nutraceuticals manufacturing

company.

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FUTURE OUTLOOK

Nutraceutical is becoming pharmaceuticals‟ future and the universal desire to be healthier is

driving the nutraceutical market. The global demand for nutraceutical products is likely to reach

U.S. $ 156 billion by 2011, which is growing at a CAGR of 6.8% since the last five years.

High growth opportunities are likely to be seen in the coming years in soy protein nutrients, the

functional food ingredients like lutein, lycopene, omega-3fatty acids, probiotics and sterol esters,

the essentials minerals, calcium and magnesium, the herbal extract garlic and green tea and non

herbal extracts chondroitin, glucosamine and coenzyme Q10.

The United States of America is set to remain in its position of having the largest consumers

while the growth in China and India will be related to strong economic growth as a subsequent

upgrading and diversification of food, beverage and drug production capability. The market size

of nutraceuticals estimates in 2007 was INR 18.7 billion and is likely to reach INR 40.1 billion in

the year 2011, growing at a CAGR of 21.23%.

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INDIAN NUTRACEUTICAL MARKET 2007-2011

The Nutraceutical industry, positioned between the food and the pharmaceutical sectors, presents

an interesting investment opportunity, characterized by low regulatory barriers and rapidly rising

consumer demand in the domestic market. Sale in the other markets, including Asia-pacific and

Latin America, are driven by the economic growth, growing disposable incomes and expanding

middle class. The Nutraceutical industry is likely to witness healthy growth rates in these

markets in medium to long run.

Nutraceuticals are destined to play an important role in future therapeutic developments but their

success will be governed by control of purity, safety and efficacy without inhibiting innovation.

Nutraceuticals will continue to appeal health conscious consumers because of their convenience

for today‟s lifestyle. A place for Nutraceuticals in clinical practice is emerging, but important

pharmaceutical and clinical issue need to be addressed by further research.

0

5

10

15

20

25

30

35

40

45

2007 2009 2011

18.75

27

40.1

INR

Bil

lion

Years

Indian Nutraceutical Market: 2007-2011

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FOOD FORTIFICATION

FORTIFICATION

Fortification is the process of addition of specific nutrients to food to increase its overall

nutritional content. It is the addition of nutrients at levels higher than those found in original

or comparable food.

The term is derived from Latin words „fortis‟ which means strong and „facere‟ which means to

make.

FOOD FORTIFICATION

The nutritional status of the population is one of the most important factors determining the

quality and productivity of the population, which in turn affects our national productivity. In the

long run, good nutritional status contributes to the social and economic development of the

nation. Food fortification, i.e., the addition of nutrients to specific foods based on the dietary

habits and nutritional status of the target population, is one of the most popular nutritional

interventions for improving the population‟s health.

Vitamins and minerals, called micronutrients, play a very important role in our health even

though they make up for a very small part of the food that we eat daily (that is why they are

called vital micronutrients). People with diet which do not contain adequate amounts of vital

micronutrients often result in deficiency diseases which are bone disorders, poor eyesight, low

RBC (red blood cell) count, iron deficiency that causes anaemia and reduced resistance to

infectious disease, depending on the particular micronutrient. Deficiency diseases do not occur

only in poverty stricken communities, but also in affluent societies as a result of poor choice of

food and unhealthy eating habits, often coupled with our lifestyles.

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Fortification is simply the addition of specific micronutrients (vitamins and minerals) to specific

foods. The type and amount of micronutrients are determined by the nutritional status, and

therefore nutritional needs, of the population while the foods to be fortified depend on the eating

habits of the population. The food that is to be fortified is called the „food vehicle‟. Both the

micronutrients added and food vehicles selected must have a sound scientific basis if the

population is truly to benefit them.

Food fortification has been practiced worldwide for nearly 80 years and has proved to be

one of the most cost-effective ways of improving the health of a nation.

It is also a very efficient way of using public resources to promote health for all.

It is a cost effective strategy.

It is also a long term approach for control of micronutrient malnutrition.

It is estimated that one of every three people in the world are at risk for one or more

micronutrient deficiencies, thereby impacting on their nutritional status. Our nutritional status

has an important impact on our health, productivity and quality of life in general. The people

who are most at risk of developing micronutrient deficiencies are women of childbearing age,

young children, the elderly and those recovering from illness.

In order to prevent and address the problem of micronutrient deficiencies, several strategies are

being used, the most significant of them is Fortification, where in, specific and scientifically

identified micronutrients are added to food. People may also be given micronutrient

supplementation in the form of a pill containing the micronutrients. They may also be

encouraged to expand the variety of foods eaten to ensure they eat foods containing the

micronutrients (known as dietary diversification) and government also often develops nutrition

education programmes to teach people about the importance of micronutrients and in which

foods they are found. It is important to know that different food contain different amounts of

micronutrients - some are high in certain micronutrients but low in others. That is why

nutritionists always recommend a balanced diet containing a variety of foods to ensure that you

get all the micronutrients that your body needs.

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HISTORY OF FOOD FORTIFICATION

Dietary supplementation of nutrients began in the 1920‟s. Food fortification with nutrients was

recommended by the American Medical Association and the National Academy of Sciences in

the 1930s. At the instigation of these two organizations, FDA (Food and Drug Administration)

began to promulgate food standards for fortified food in the early 1940s, and continued this

policy following World War II.

As scientific knowledge about nutrition and the essentiality of specific nutrients expanded

following World War II, food fortification expanded correspondingly. An attempt by FDA

substantially to reduce food fortification during the 1950s and 1960s was subsequently

abandoned in the 1970s and replaced with a policy of providing greater information to

consumers about the nutrient content of marketed foods.

During the last quarter of the century, the significance of standards of identity has declined and

the importance of nutrition labeling has increased. The legal restrictions on food fortification

have become even less significant.

Today, food fortification is a common practice as it is based largely on nutrition and marketing

considerations and only to a small extent on legal considerations.

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ADVANTAGES OF FOOD FORTIFICATION

When integrated into existing food patterns, it may not necessitate changes in the

customary diet of the population and does not call for individual compliance.

It can be dovetailed in existing food production and distribution systems.

It may yield results quickly and they can be sustained over a long period of time.

Commercial food fortification is particularly appealing because, if the right food is

selected, high coverage is assured without requiring a change in the eating habits of the

consumer.

Fortified foods, if they do not change their basic characteristics such as taste and

appearance are socially acceptable to consumers.

If the additional nutrients (fortification) are added in the recommended amounts

following the desired producers, then fortified foods are safe.

26

FORTIFICATION METHODS

Several terms besides fortification are used for the addition of nutrients to foods: restoration,

enrichment, standardization, and supplementation.

RESTORATION

Restoration is the addition of a nutrient to a food in order to restore the original nutrient content.

ENRICHMENT

Enrichment is the addition of nutrients to foods in accordance with a standard of identity as

defined by food regulations. Both restoration and enrichment programmes usually involve the

addition of nutrients that are naturally available or present in the food product.

STANDARDIZATION

Standardization is the addition of nutrients to foods to compensate for natural variation, so that

a standard level is achieved. Standardization is an important step to ensure a consistent

standardized quality of the final product.

SUPPLEMENTATION

Supplementation is the addition of nutrients that are not normally present or are present in only

minute quantities in the food. More than one nutrient may be added, and they may be added in

high quantities.

As compared with restoration and standardization, fortification has a special meaning: the

nutrient added and the food chosen as a carrier have met certain criteria, so that the fortified

product will become a good source of the nutrient for a targeted population. Nutrients added for

food fortification may or may not have been present in the food carrier originally.

27

PRINCIPLES FOLLOWED FOR FOOD FORTIFICATION

When fortification of a food is being considered, there are certain worldwide principles which

apply:

1) There must be evidence that there is a need for the micronutrient to be added

2) The food selected must be consumed by the population who are most likely to be at risk of

developing deficiencies due to lack of micronutrients in the food they eat

3) The food/s selected for fortification must be eaten regularly

4) The fortified food must have an acceptable shelf life under normal conditions of storage,

distribution and use

5) The micronutrient(s) added must be available to the body to use from the food

6) Fortification should not produce undesirable changes to the taste, texture and smell of the food

7) Fortification should not substantially increase the price of the food

8) The process of fortifying food should not be expensive

9) Methods of measuring, controlling and/or enforcing the levels of micronutrients should be in

place.

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WHEAT FLOUR FORTIFICATION

INDIAN SCENARIO

Fortification has been progressing gradually. The national nutrition policy states that fortification

of staple foods is an integral part of the nutrition policy.

The opening pilot project of wheat flour in Darjeeling district in West Bengal state for the past

two years is a great example of public collaboration where all the stakeholders have contributed

positively in proactive manner. The success of the project has created demand from other

districts in the state. Two more districts will be fortifying in the next phase that will cover an

additional population of 1.2 million.

The other states namely Haryana, Punjab and Chandigarh, which cover a population of 6.635

million people, will implement wheat flour fortification in the next 4 -6 weeks on a voluntary

basis through the wheat production promotion society. The food processing industry ministry has

agreed to offer assistance in the form of subsidy on capital equipments newly installed for flour

fortification in the mills. The ministry has also been organizing workshops for stakeholders

across the country to sensitize them on this issue.

WHEAT FLOUR

29

Wheat is the most widely produced cereal in the world, most of which is destined for human

consumption. Thus its contribution to energy intake is significant, particularly in the U.S. and the

middle east and so the processing of whole wheat to wheat flour is generally concentrated in a

few large mills. The resulting flour is used to make bread, biscuits, pasta and other products.

Because of its widespread geographic distribution, acceptance, stability and versatility, wheat

flour is a suitable vehicle for delivering micronutrients to mankind.

Micronutrients content in wheat and wheat flour

In a natural state, wheat is a good source of vitamin B1 (thiamine), B2 (riboflavin), niacin, B6

(pyridoxine), E as well as iron, and zinc. Nevertheless, because most of these nutrients are

concentrated in the outer layers of the wheat grain, a significant proportion is lost during the

milling process. For lower extraction rates of flour, the loss of vitamins and minerals is more.

Nutrients generally added to wheat flour

In developed countries, wheat flour is generally fortified with vitamin B1, B2 niacin and iron. In

some other countries calcium and folate are also added. Vitamins A and D can also be added to

flour. The level of vitamin B1, niacin and iron added to wheat flour is often equivalent to the

amount lost in milling i.e. these micronutrients are restored and the flour is enriched. For other

micronutrients such as vitamin B2, the amount added is over and above the levels lost in milling,

i.e. when the flour is fortified. Fortification is done when the overall diet is deficient in particular

micronutrients and for restoring the micronutrients lost in milling process.

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WHY WHEAT FLOUR FORTIFICATION?

A key to the success of a national fortification program is the identification of a suitable food

vehicle. Identifying an appropriate vehicle includes a combination of factors including: Food

consumption and market patterns, the capacity of the food industry to adapt to the fortification

process and Interactions of the diet with the specific fortificants.

However, for a range of nations, wheat flour is proving to be an effective fortification vehicle for

a number of reasons:

Consumed widely

Consumed regularly

Centralized Processing

Distribution and Marketing capacity

Stability

Bioavailability

Consistency

Affordable cost

31

REASONS TO FORTIFY WHEAT FLOUR

1. Wheat flour is an ideal vehicle to get deficient nutrients to the general population. They are

food staples in many countries, consumed in significant quantities by all age groups and

economic classes at nearly every meal.

2. Fortification restores the nutrients removed during the milling process. Most of the

vitamins and minerals being added are naturally present in the whole grain but greatly

reduced by the milling refinement process. Many fortification programs simply call for

restoring deficit nutrient levels to that contained in the whole grain, often called enrichment

or restoration.

3. Fortification is an established public health measure. Fortification of wheat flour is an

established and proven public health measure with widespread support by the government.

4. The technology is readily available. Flour has been fortified for years, in many countries all

over the world, so the concept, technology and sustainability are well established.

5. Fortification at the mill is relatively inexpensive and affordable. It will have limited impact

on the cost of the food to the consumer; yet the public will eventually pay for it with a

small, overall price increase.

6. It is simple and easy to control. Fortification at the flour mill is fairly simple and easy to

control and regulate.

7. Equipment and procedures are available. The milling equipment, design and quality control

procedures for flour fortification have all been developed and are readily available.

8. Technical support is available from a variety of organizations. Several international

organizations, including the Micronutrient Initiative, USAID/A2Z, and GAIN, can provide

technical, promotional and financial support.

32

NUTRIENTS ADDED: IRON AND FOLIC ACID

Iron and Folic Acid are the two basic nutrients added to Wheat Flour. Both of them are

extremely important for the human body, especially for pregnant women and children.

Best Sources of Iron and Folate Deficiency:

Iron

Breast milk is the best source of iron for babies under the age of six moths.

For vegetarian‟s products like pulses, beans, dry fruits like raisins, dates, prunes, dried

apricots, and leafy vegetables like spinach etc. are good sources of iron.

Animal sources: the best source is red meat, including other organs of animals. Eggs,

oysters, chicken, turkey and fish are also high in iron.

Iron fortified food like wheat, bread, maize meal; cereals and pasta are a reliable source

of iron.

Iron supplements like sprinkles, iron syrup, iron tablets etc are particularly important for

children with iron deficiency anaemia and for pregnant women.

Folate

Leafy, green vegetables, like spinach and broccoli

Legumes and dried beans

Nuts & Citrus fruits

Folic acid or a fortified food.

33

HEALTH PROBLEMS DUE TO IRON AND FOLATE DEFICIENCY

Iron

Constant fatigue (Weakness or exhaustion)

Loss of appetite

Shortness of breath, even after light exertion

Dizziness

Pale face, gums, lips, tongue, fingernails, or in the inside of the lower eyelids

Anaemia (when the RBC-Red Blood Cells contain low hemoglobin a molecule which

carries oxygen to various parts of the body)

Folate

Spina Bifida(spine)

Anencephaly(brain)

Hydrocephalus (sometimes known as "water on the brain")

Learning disabilities

Decreased bowel and bladder control

34

MACHINES USED IN FLOUR MILLING & FORTIFICATION PROCESS

1) Dust Cylinder: - The dust, which rises when the wheat sacks are being unloaded in the store

area is sucked by the dust cylinder which acts as a large vacuum cleaner so as do reduce the dust

in the wheat being unloaded.

2) Drum Clean Machine: It is used to remove larger impurities such as jute threads and pieces

of plant stems from the wheat grains.

3) Vibro Classifier Machine: It is used to remove smaller and finer husk particles from the

wheat.

35

4) Rotary Machine: In this machine, minute particles are separated from the wheat grains.

5) Destoner (Stone Magnet): In this, a special stone magnet is used to separate the stones from

the wheat, where the stones stick to the magnet.

6) Scroller Machine: It is used to separate the excess powder from the wheat.

7) Dry Stoner: It is used to remove stones, which are left after the process of destining.

36

8) Intensive Dampener: The wheat grains, which have been cleaned earlier, are here given very

mild wash and sent to the milling section of the plant.

9) Roll Mill: The grain starts being grinded here, the machine has blades of different sizes, and

so the grains are grinded in different sizes i.e. granules and fine powder.

10) Plant Shifter: It is the most complex and important machine of a milling plant; the wheat

grains that are grinded in different sizes are then sorted here with the help of very fine nets into

five different varieties.

37

11) Filder: It is a cylindrical container, which is used to add fortification nutrient‟s in the flour.

12) D.C.Pannel: It is a controller which control the input of raw nutrient‟s in the flour, in the

proportion that is required.

e.g.:- for 1 ton 150gms of nutrient‟s are added to the flour.

38

FLOUR MILLING AND FORTIFICATION PROCESS

To understand the wheat flour milling process and the fortification process we visited the

Bhagwati Flour Milling Pvt. Ltd. at Kalol. Bhagwati Flour Milling Pvt. Ltd. is the only

company amongst the 17 Flour milling companies under the Gujarat Flour Milling Association

which has an ISO 2000 mark.

Bhagwati Flour Milling Pvt. Ltd. started in the year 1983. It has a manufacturing capacity of 160

tonnes per day. The capital investment in the company is Rs. 6 Crores.

Cleaning of the wheat is an important process before the milling of grains into flour. Fortification

becomes a part of the milling process where the essential nutrients are added to flour.

UNLOADING OF WHEAT GRAINS

In this area of the plant, the trucks filled with wheat sacks are unloaded. The trucks loaded with

wheat sacks are weighed and after weighing them, the trucks as well as the wheat sacks are

weighed separately. Here, there is an Air Suction Place where the Dust Cylinder Machine is used

to separate the dust from the wheat.

39

CLEANING DEPARTMENT

In the cleaning department, there are various machines, storage tanks and elevators through

which the wheat is thoroughly cleaned and then it is transferred to the milling department. The

detailed cleaning process is as under:

STAGE 1

In Stage 1, husk is separated from the wheat with the help of the Drum Clean Machine. This

machine helps to remove large husk particles. Also, the Vibro Classifier Machine is used to

separate the smaller and finer husk particles from the wheat.

After the husk is removed from the wheat, they are transferred to the De-Stoner Machine. In this

machine, a special Stone Magnet is used to separate the stones from the wheat where the stones

stick to the magnet. Also, in this machine, the method of air suction is used to remove the

smaller and finer dust particles from the wheat.

STAGE 2

Once the dust particles are removed, the Scroller Machine is used to separate the excess powder

from the wheat grains. This machine is also used for polishing the wheat grains. The wheat is

polished to remove the excess powder from the wheat grains so that it can be transferred to the

next cleaning stage.

STAGE 3

In this cleaning section, Reel Machine is used to remove sand and grain dust. Here, with the help

of air suction, the extra sand and dust is removed.

After the removal of sand, the wheat grains are transferred to the Dry Stoner Machine which

helps in the separation of larger stones from the grains. The Dry Stoner Machine operates in a

40

way in which the wheat grains are sucked up by an elevator which drops the stones in the

downward direction thereby gathering the stones in a separate waste bag.

STAGE 4

In this stage, a Rotary Machine is used. The Rotary Machine moves in a circular direction and

helps in removing the left-over particles from the wheat grains.

After the grains are thoroughly cleaned by various machines, the wheat grains are transferred to

the Intensive Dampener. Here the wheat grains are mildly washed so that they are dampened and

are then transferred for the milling process. The wheat grains are then stored for 15 hours at a

certain temperature.

41

MILLING DEPARTMENT

STAGE 1

The Roll Mill Machine is used to grind the wheat grains into flour. This flour is further polished

and is segregated into different types of flours with the help of this machine.

After the different flours (only partly grinded) are obtained, they are sent into different Vacuum

Air Compressors which were brought from the Roll Mill. The Vacuum Air Compressor pulls the

different variety wheat flours (i.e. partly minced grains and finely minced grains) into separate

compartments which are compressed with the help of an air compressor.

STAGE 2

When the wheat grains are minced into different flour types i.e. Wheat Flour, Maida, Semolina

Flour, and Cattle Feed (waste and upper crust of the wheat) etc., they are moved to the Plant

Shifter. The Plant Shifter machine has 5 different varieties of nets which separate these flours

according to its size. The thickest variety of flour is separated as Cattle Feed and the finest

particles become Maida.

The machine continuously moves through and fro in a circular manner so that the minced flour

gets separated easily into different sections of the machine. The nets which are used are different

in sizes from around 4mm in size for separating cattle feed to few microns for separating Maida.

STAGE 3: FORTIFICATION

After different wheat flours have been separated into different varieties, they are then moved

further for the fortification process. Apart from the Wheat flour, Maida is also fortified.

42

A Filder machine is used for fortification of wheat flour. Various flours which have been minced

earlier are brought to the Filder machine and with a help of a Nutrient Feeder and a D.C

regulator, the flow of the nutrients is controlled. A motor is attached to the Filder machine.

The prescribed ratio is 150 grams per 1 ton. The Nutrients added to the flour are into a definite

proportion.

In case of Bhagwati Flour Milling Pvt. Ltd, they have started the flour fortification process from

the past 4 years where as the governments program of wheat flour fortification has started since

the past 1 year only.

PACKAGING

The fortified flour that is packed is to be sent to the Ration Shops.

The fortified Wheat flour, fortified Maida, Semolina Flour and Cattle Feed are packed according

to the requirement and into different size packs. Fortified Wheat flour is packed for two

purposes, one as per the Government requirement and norms and for the company‟s individual

requirement. Packaging is done through different channels and the packed bags are then

weighed.

In case of Bhagwati Flour Milling Pvt. Ltd., they have a manufacturing capacity of 160 tonnes

per day. As per the Government Contract, they have to supply 500 tonnes in a month.

43

PROGRAMMES AND INITIATIVES

GUJARAT ATTA FORTIFICATION PROJECT:

INTRODUCTION

Iron, Iodine & Vitamin A have been found to be widely deficient in diets of children and adults.

Controlling Micronutrient deficiencies and fortifying essential foods with nutrients are specified

in the official National Nutrition Policy adopted in 1993. Article 47 of the Constitution of India

states that the "State shall regard raising the level of Nutrition among its primary duties". As a

sequel, under the National Plan of Action on Nutrition, the Department of Food Processing

Industries specifies "undertaking fortification & enrichment of common foods with vital

nutrients like Vitamin A, Iron & Iodine."

With this background and with awareness towards social Responsibilities, the Gujarat Roller

Flour Millers Association decided to shake hands with the Government to raise the overall health

of the state as it has high number of malnourished children and lactating women.

The following seminars were organized:

1. A seminar on “Fortification of wheat flour” was organized at Entrepreneurship

Development Institute of India, Ahmedabad on January 16th

, 1999. It was addressed by

Professor Indira Chakrabarty, then Director, South Asia region, MI-IDRC. The

delegates were for the first time thrilled to know how addition of micro quantities of iron

at a very low cost can eradicate anaemia amongst the poverty struck fellow citizens. This

was the day that turned the hearts of millers in this direction.

2. Subsequently, the Gujarat Roller Flour Millers attended a seminar organized by I.L.S.I.

with G.C.C.I, & Micronutrient Initiative-Canada on the importance of Fortifying Atta

with Iron. This was held at Hotel Fortune Landmark, Ahmedabad on November 16th

,

2002 and the chief guest was none other than Shri S.K Nanda, Food Secretary then

Health Secretary, Govt. of Gujarat and a very informative presentation on Atta

44

Fortification was made by Dr. Saraswati Bulusu, National Program Manager & National

Trustee, Micronutrient Initiative, India . It was at this seminar that Shri.S.K.Nanda

expressed his positive inclination towards Atta Fortification. Gujarat Millers were in

constant touch with the government to persuade the authorities to provide Fortified Atta

under PDS to eradicate anaemia deficiency amongst our citizens.

3. On February 2005, association held another seminar on “Fortification of Wheat Atta”

chaired by the Food Secretary, Shree S.K. Nanda.

4. An orientation program for Atta Fortification was held at Harihar Commercial

Corporation on December 25th

, 2005 to show the Millers the process of how Fortification

of Atta is to be done. This was done under the able guidance of Shri Vinood Kapoor,

Chairman of Wheat Products Promotion Society.

The Gujarat Atta fortification programme is divided into phase I, II and III.

PHASE-I

With series of informative Seminars mentioned above, the Government of Gujarat invited

the Roller Flour Millers to undertake the program of Atta Fortification.

Gujarat Roller Flour Millers Association had a number of meetings with the Food

Secretary Shri S.K. Nanda and it was decided that before Atta Fortification started under

Public Distribution System (PDS), the millers would on their own Fortify Atta with Iron

and Folic Acid.

The Honorable Chief Minister of Gujarat, Shri Narendra Modi announced the intention of

launching Atta Fortified with Iron and Folic Acid in Gujarat.

Gujarat Roller Flour Millers Association finalized on the feeder manufactured by M/s

Bhagyodya Engineering Works, Ahmedabad based on the quality and pricing and had a

45

meeting with Chief Manager- Nicholas Piramal to finalise the Rate of premix of Iron and

Folic Acid to be used for Atta fortification.

The program of Fortified Atta was formally launched for the first time in the country, in

Gujarat by Chief Minister of the State Shri Narendra Modi on 16 January, 2006.

Roller Flour Mills of Gujarat started selling only Fortified Atta in the market (with Iron

and Folic Acid) from January 1, 2006 onwards.

PHASE-II

In January 2006, Dr. S.K. Nanda, Principle of Food and Supplies, Gujarat had a detailed

discussion with the representative of the Gujarat Roller Flour Miller Association and

informed them that the State Government intends to extend the scope of fortification to

organized Chakki Sector.

It was also suggested by the Association that the Government should make a plan to

advertise the fortified Atta so that the end consumer can benefit from the scheme.

The Association decided to hold an orientation program for the entire South Gujarat in

the first week of March, in order to educate the Chakki owners and operators about the

technicalities of the process and testing of the quality.

A Chakki Atta Plant meeting was convened by District Supply Officer, Ahmedabad on

the March 4th

, 2006 where the Chakki owners were briefed about the success of the

fortification scheme in the Flour Milling Sector (First Phase), and were encouraged for

the same in their segment of the market. The owners of the Chakki sector showed

immense support and assured to start fortifying Atta by the end of the respective month.

46

PHASE-III

Fortification has proven to be an effective strategy for combating micronutrient

malnutrition around the world, but it is most often applied to processed cereals made at

industrial scale plants. As a result a large portion of the population in many countries do

not benefit from fortification.

Keeping this in mind, the state Government has made efforts that even the Nookad

Chakki (small scale wheat grinding units situated in different parts of every city/village),

which is one of the main flour producing sector of the state makes efforts to fortify the

Atta they make. The Government showed interest to promote the fortification plan in the

Nookad Chakki sector.

FORTIFIED ATTA IN VARIOUS GOVERNMENT SCHEMES

Mid-Day Meal Scheme

The State Government has taken fortified atta for the above mentioned scheme on trial basis in

Prantij Taluka under Sabarkantha District.

Integrated Child Development Scheme (ICDS)

A trial of fortified atta with additional Vitamins and Minerals as per directions of 50% RDA

issued by Government of India, is going on in Daskrohi-Ahmedabad Taluka in Ahmedabad

District.

Public Distribution System (PDS)

Dr. S.K. Nanda, Principal Secretary, Food, Civil Supplies and C.A., had announced in a function

in Ahmedabad on 9th

June 2006 that their department has initiated to substitute wheat with

fortified atta for below poverty line families under PDS program. Since, September 2007,

fortified flour has been a part of the Public Distribution Systems, in the districts of Ahmedabad,

Rajkot, Vadodara and Surat.

47

THE ANGANWADI

The Anganwadi (AW), literally a courtyard play center, is a childcare center located within the

village or the slum area itself. It is the focal point for the delivery of services at community

levels to children below six years of age, pregnant women, nursing mothers and adolescent girls.

Besides this, the AW is a meeting ground where women/mother's groups can come together to

promote awareness for child development and women empowerment.

The government has taken the initiative of providing nutrition enriched food for the better health.

This can be fulfilled through these Anganwadis. The use of fortified flour in the food provided to

the women and children helps for their overall development of the health. Also, the aim of

government of providing and spreading awareness regarding fortified flour can be fulfilled

through the same. Each AW is run by an Anganwadi Worker (AWW) supported by a helper in

integrated service delivery and improved linkages with the health system - thus increasing the

capacity of community and women - especially mothers - for childcare, survival and

development.

Services provided by the Anganwadi Centers (AWC)

The services provided by these Anganwadis are supplementary nutrition to 6 months – 6 years

children, pregnant and lactating mothers, immunization, health check-up, referral services to

children and women, etc.

Objectives of AWC Services

The objective of Anganwadis is to improve the nutritional and health status of children of age

group 0-6 years by providing fortified flour. This would lay the foundation for proper

Psychological, Physical and Social development of the child.

Also it helps in reducing the incidence of Mortality, Morbidity, Malnutrition, School dropouts

and enhances the capacity of a mother to look after normal health and nutritional needs of the

child through proper nutrition. Hence, there would be effective co-ordination of policy and

implementation amongst the various departments to promote child development.

48

NATIONAL FAMILY HEALTH SURVEY (NFHS)

Report on malnutrition

Malnutrition in men and women can result in reduced productivity, slow recovery from illnesses,

increased susceptibility to infections, and a heightened risk of adverse pregnancy outcomes. A

woman‟s nutritional status has important implications on her health as well as the health of her

children. A woman with poor nutritional status, as indicated by a low body mass index (BMI),

short stature, anaemia, or other micronutrient deficiencies, has a greater risk of obstructed labour,

having a baby with a low birth weight, having adverse pregnancy outcomes, producing lower

quality breast milk, death due to postpartum hemorrhage, and illness for herself and her baby.

To assess nutritional status, NFHS-3 included an anthropometric component, in which all

children under five years of age were weighed and measured. Every interviewing team included

two health investigators who conducted the anthropometric measurements. Each health

investigator carried a scale and a measuring board. The scale was a solar-powered electronic

SECA scale with a digital screen designed and manufactured under the guidance of the United

Nations Children‟s Fund (UNICEF).Children younger than 24 months were measured lying

down on the board (recumbent length); older children were measured while standing.

Three standard indices of physical growth that describe the nutritional status of children are

presented in this report:

Height-for-age (stunting)

Weight-for-height (wasting)

Weight-for-age (underweight)

49

ANAEMIA AND ITS PREVALENCE AMONGST CHILDREN

Anaemia is characterized by a low level of haemoglobin in the blood. Haemoglobin is necessary

for transporting oxygen from the lungs to other tissues and organs of the body. Anaemia in

young children is a serious concern because it can result in impaired cognitive performance,

behavioral and motor development, coordination, language development, and scholastic

achievement, as well as increased morbidity from infectious diseases. One of the most vulnerable

groups is children aged from 6-23 months. Because anaemia is such a serious health problem in

India, NFHS-3 undertook direct measurement of the haemoglobin levels of all children under age

five years, women age 15-49, and men age 15-54.

Method

Measurements were taken in the field using the HemoCue Hb 201+ analyzer instrument. This

system uses a single drop of blood from a finger prick (or heel prick in the case of infants under

six months old), which is drawn into a cuvette and then inserted into a portable, battery-operated

instrument. In less than a minute, the haemoglobin concentration is indicated on a digital read-

out.

Before anaemia testing among children was undertaken in a household, the health investigator

read a detailed informed consent statement to the child‟s parent or an adult who was responsible

for the child‟s care, informing that person about anaemia, describing the procedure to be

followed for the test, and emphasizing the voluntary nature of the test.

The person was then asked whether or not he/she would consent to having the test done for

eligible children. The health investigator then signed the questionnaire to indicate that the

informed consent statement had been read to the parent/responsible adult and recorded the

agreement or lack of agreement to the testing. If the test was performed, at the end of the test the

parent/responsible adult was given a written record of the results for each eligible child who was

tested for anaemia.

50

In addition, the health investigator described the meaning of the results for each child and

advised the parent/responsible adult if medical treatment was necessary. In cases of severe

anaemia, an additional statement was read to the parent/responsible adult to determine whether

or not he/she would give permission for the research organization conducting the survey to

inform a local health official about the problem. For each Primary Sampling Unit, a local health

official was given a list of severely anemic children for whom consent had been given.

51

PUBLIC DISTRIBUTION SYSTEM (PDS)

Introduction

Public Distribution System was initiated under the Public Distribution System (Control) Order

by the Department of Food & Public Distribution of Government of India in the year 2001.

Putting morsels of food in the mouths of those who are poor and generally find it difficult to buy

food from the market should be perhaps the major aim of any public distribution system in a

country like India where substantial numbers of poor persons live. Public Distribution System

programme has been initiated to cater to those citizens who are economically weak, to provide

them with the basic necessities of life of appropriate quality level at the subsidized rates. Public

Distribution System caters to various economically backward groups like Antyodaya families,

Below Poverty Line families, Above Poverty Line Families as per the various clauses being

mentioned in the part (ii) of section 3 of the act. The State Government shall issue distinctive

ration cards to Above Poverty Line, Below Poverty Line and Antyodaya families and shall

conduct periodical review and checking of the ration cards.

Functioning of the Public Distribution System:

Fair price shop owners shall take delivery of stocks from authorized nominees of the State

Governments to ensure that essential commodities are available at the fair price shop within first

week of the month for which the allotment is made. The district authority entrusted with the

responsibility of implementing the Public Distribution System shall ensure that the stocks

allocated to the fair price shops are physically delivered to them by the authorized nominee

within the stipulated time.

The authorized person, who is engaged in the distribution and handling of essential commodities

under the Public Distribution System, shall not willfully indulge in substitution, adulteration,

diversion or theft of stocks from Central warehouses to fair price shop premises.

52

Distribution of Grains

The Food Corporation of India (FCI) or any other agency designated for the purpose by the

Central Government shall ensure physical delivery of food grains of fair average quality to State

Governments for distribution under the Public Distribution System, as per the allocations made

by the Central Government, within two weeks of the receipt of payment from the State

Governments and issue of release orders.

(1) State Governments shall, on getting allocation of food grains from the Central Government,

issue district-wise allocation orders authorizing their agencies or nominees to draw food grains

from the FCI within ten days of the receipt of allocation orders made by the Government of

India.

(2) The designated authority of the State Governments shall ensure delivery of one copy of

allocation order made to the fair price shop simultaneously to Gram Panchayats or Nagar Palikas

or Vigilance Committees or any other body nominated for monitoring the functioning of the fair

price shops by the concerned State Government.

(3) Gram Panchayats or Nagar Palikas or Vigilance Committees or any other body nominated for

monitoring the functioning of the fair price shop by State Governments shall display the stocks

of essential commodities allotted during the month to the fair price shops on a notice board

outside their office.

(4)While making monthly allocations to the fair price shops the designated authority of State

Governments shall take into account the balance stock, if any, lying un-distributed with the fair

price shop owners for the subsequent allocations.

(5) State Governments shall make arrangements for taking delivery of essential commodities

issued by the Central Government by their designated agencies or nominees from the FCI depots

warehouses and ensure further delivery to the fair price shop within the first week of the month

for which allocation is made.

53

(6) Before making the payment to the FCI the representatives of State Governments or their

nominees and the FCI shall conduct joint inspection of the stocks of food grains intended for

issue to ensure that the stocks conform to the prescribed quality specifications.

(7)The FCI shall issue to the State Governments stack-wise sealed samples of the stocks of food

grains supplied to them for distribution under the PDS at the time of dispatch.

(8) State Governments shall exercise necessary checks to ensure that full quantity lifted by them

reaches their warehouses and in turn the fair price shops.

(9) State Governments shall ensure that stocks of essential commodities under the Public

Distribution System, as issued from the FCI warehouses, are not replaced by stocks of inferior

quality during storage, transit or any other stage till delivery to the ration card holder.

(10) Lastly, commodities are supplied to the ration card holders according to their requirements.

Targeted Public Distribution System

PDS as it stood earlier, had been widely criticized for its failure to serve the population Below

the Poverty Line (BPL), its urban bias, limited coverage in the States with high concentration of

the rural poor and lack of transparent and accountable arrangements for delivery.

In June 1997, the Government of India launched the Targeted Public Distribution System

(TPDS) with focus on the poor. Under the TPDS, States are required to formulate and

implement foolproof arrangements for identification of the poor for delivery of food grains and

for its distribution in a transparent and accountable manner at the FPS level.

The Government of Gujarat has also implemented this new scheme , which was earlier divided in

two parts but due to implementation of “Antyodaya Anna Yojana” since July, 2001 it is divided

in to three parts, as under :

i) Above Poverty Line (APL) families, each having annual income above Rs. 11000/-.

ii) Below Poverty Line (BPL) families, each having annual income of Rs. 11000/- or less.

iii) The poorest of poor families among the BPL families (Antyodaya Anna Yojana).

54

Above Poverty Line Scheme:

Under this scheme, wheat is distributed at the rate of 5 kg per head and 25 kg. maximum per card

per month at the rate of Rs. 7.00 per kg. and rice is distributed at the rate of 2.5 kg. per head and

10 kg. maximum per card per month at the rate of Rs.10.00 per kg. to the APL card holders. This

scheme covers 74.95 lakh families of the State. Under this scheme during the year 2002- 03, the

State Government had distributed 23,377 tonnes of wheat and 10,853 tonnes of rice. While

during the year 2003-04 (April-November, 2003), the State Government has distributed 13,921

tonnes of wheat and 6,857 tonnes of rice.

Below Poverty Line Scheme

Under this scheme, wheat is distributed at the rate of 1.5 kg. per head and 9 kg.maximum per

card per month at the rate of Rs. 2 per kg. and rice is distributed at the rate of 1 kg. per head and

3.5 kg. maximum per card per month at the rate of Rs.3 per kg. to the BPL card holders. This

scheme covers 32.78 lakh families of the State. Under this scheme during the year 2002-03, the

State Government had distributed 3,01,580 tonnes of wheat and 1,31,046 tonnes of rice at

subsidised rates and in the year 2003-04 (April-November, 2003), the State Government has

distributed 1,88,148 tonnes of wheat and 82,089 tonnes of rice at subsidised rates.

Antyodaya Anna Yojana:

The poorest of poor families are covered under this scheme. As per the target given by

Government of India, the State Government has identified 3.25 lakh families out of the BPL

families. The scheme has been implemented since July, 2001. Under this scheme wheat is

distributed 20 kg. at the rate of Rs. 2/- and rice is distributed 5 kg. at the rate of Rs. 3/- per card

per month. Under this scheme, 48,930 tonnes of wheat and 12,104 tonnes of rice had distributed

during the year 2002-03. During the year 2003-04 (April-November, 2003) the State

Government has distributed 44,958 tonnes of wheat and 10,387 tonnes of rice.

55

PURPOSE OF INTERVIEWING GOVERNMENT OFFICIALS AS OUR

SAMPLING UNIT

The basic purpose of interviewing Government officials was to understand the notion of food

fortification in detail since food fortification is the initiative taken by the Government of Gujarat

in order to improve the malnutrition status in Gujarat especially in rural area.

The underlying principle to approach Government officials would also make our understandings

more clear regarding how the government works along with the public distribution system which

will definitely prove to be a basket of knowledge and therefore will lay the foundation of our

project.

Also, interviewing Government officials would definitely reveal the information as to how far

the Government has been succeeded in generating awareness and acceptance level among the

consumers regarding wheat flour fortification. Not only this, but the Government also has faced

challenges in promoting food fortification and in assessing the market prospects for the same.

This has helped in gathering all the concrete and necessary information we needed for designing

and formulating the questionnaires for the target audience i.e. rural area consumers, PDS shops

owners, Provision stores owners, Chakkis owners and the urban consumers with more

comprehensible approach.

The crucial aspect of approaching Government officials was to see that the data provided by the

them coincides with the data gathered on the field survey and if it does not ,will it would just be

the hype that government apprehended about wheat flour fortification.

This will reveal the true scenario which will form the basis of our project.

56

GOVERNMENT INTERVIEW - KEY FINDINGS

We interviewed the following government authorities:

1) Dr. S. K. Nanda, Principal Secretary, Food, Civil Supplies & Consumer Affairs

2) Mr. S Rao, Department of Food & Consumer Affairs

The basic objective to initiate wheat flour fortification in Gujarat was to improve the

malnutrition status in Gujarat, especially in the rural area. In India, there is lack of folic acid in

almost 5 Lakh people. Gujarat is limping back in two areas i.e. anaemia and lack of vitamin A.

According to the NFHS report, the statistics in Gujarat revealed the following facts:

47% of people in Gujarat are anaemic

More than 60% females are adolescent

80% of mothers are anaemic

50% of school going children are anaemic

In order to overcome this, the focal validation of the government was to provide food security

and to improve the malnutrition status by providing calories enriched in vitamins which are

substantial enough to make one healthy through two sources. They are as mentioned under:

Fortified edible oil (enriched in vitamin A)

Fortified wheat flour (enriched in iron and folic acid).

Presently, according to the Government of Gujarat wheat flour fortification (Ahmedabad) is:

In the maturity stage in ICDS (rural area)

In the introduction stage in BPL(rural area)

In the growth stage in Antyoday (rural area)

In the development or initial stage in urban area.

The wheat flour fortification has become a huge success in ICDS centers where it supplies

35,000 tonnes annually of fortified wheat flour which is enriched in 9 micronutrients over 40,000

57

Anganwadi (70 lakh beneficiaries). The main aim of the government was to lay the foundation of

the wheat flour fortification in rural area, which according to them, they have impressively

achieved the echelon passing through many hurdles. Presently there are 16,500 PDS shops in the

Ahmedabad providing fortified wheat flour enriched in iron and folic acid.

The initial strategies and awareness program which were adopted by the Government of Gujarat

in promotion of fortified wheat flour are:

On 31st January 2006, a resolution was passed by the Government of India listing that 9

micronutrients should be given to the kids and women in rural areas

Vulnerable population was taken care at ICDS centers , Mid day meals & PDS centers

Initially, campaigning was done by the Government officials by visiting various

households in order to promote the acceptance of fortified wheat flour in the rural area.

In March 2007, international seminar was held by Sharad Pawar (CM& Secretary) at

Nirma University for awareness of the wheat flour fortification among youth.

Pouches of nutrients (in powdered form) available at fair price shops and chakkis to added

in 10kg of wheat flour at 75 paisa

Shahrukh Khan is the brand ambassador.

There are as such no benefits or rather subsidies given by the Government in fortification of

wheat flour as for fortifying per kg of rice incurs 3 paisa cost which is minimal i.e. almost

negligible. Therefore, the cost has to be borne by the consumers itself or by the owners who

supply fortified wheat flour to the final consumers.

58

DISTRIBUTION OF FORTIFIED WHEAT FLOUR

It follows a proper hierarchy in a manner flour is supplied from flour millers to the Government

go downs where it is crushed into Suji, Maida wheat and nutrients are added to it. After that, it

goes to PDS shops (max 15 days). From PDS shops it is finally consumed by the consumers

within the time frame of 45 days. Old bags if any have to be replaced with the new ones. The

PDS shops supply fortified wheat flour i.e. at 1 Rupee per kilo of wheat, cost is added. The

Government faces the problem of productivity and also the procurement in case of distribution of

Fortified wheat flour

The quality measures are taken by the Government in order to ensure the quality product to the

final consumer. The quality is the major aspect in order to provide food security. After the

essential nutrients are added to the wheat flour the food and drug inspector will test the quality

by random sampling.

According to the Government, there are hardly any other entities which help in creating the

awareness of Fortified wheat flour. Also, there is hardly any support from the NGO‟S because of

the differences in the opinion of the two i.e. Government and the NGO‟S. According to NGO‟S

the food root is better than the pill root which contradicts from the Government in case of

Fortified wheat flour.

The various organizations which Government wishes to support to promote the wheat flour

fortification:-

Rotary clubs

Universities

Research bodies

District supply officials

Manufacturers

59

The main aim of the Government was to reduce the malnutrition status in rural area. Therefore

the urban area was a least concern as people in urban area are more reluctant and therefore there

is a lack of acknowledgment and acceptance. As people are not aware of the initiative taken by

the Government they prefer other supplements. This could be because of the tradition they have

been following which makes them resistant to use such new products. Also, the fact has been

stated that while using the fortified wheat flour, the colour of the chapatti changes slightly. This

further induces the resistance in the consumers on basis of which they cultivate their own

baseless notions. Therefore, there is lack of acceptance among people

The major challenges faced by the Government are:-

To resolve the case at high court - public interest litigation democratizes the project

Convincing people to appreciate and also to accept the product- fortified wheat flour

Government officials should also use fortified wheat flour in order to encourage the

consumers to use the same

To increase the awareness among people

Communication gap between two or more departments should be reduced

60

PURPOSE OF SELECTING CONSUMERS AS OUR SAMPLING UNIT

The main purpose of selecting this sampling unit was to know whether the consumers are

aware that the flour they consume is Fortified Wheat Flour or not. Together with this, we

also wanted to check the awareness amongst the consumers regarding the flour

fortification initiative taken by the Government of Gujarat.

We have taken this as our sampling unit to understand whether the consumers are aware

about the essential nutrients and vitamins required in wheat flour/grain they consume.

Also, we wanted to find out whether the consumers are aware about the several health

benefits of Fortified Wheat Flour.

Lastly, the purpose of selecting consumers as a sampling unit was to check whether the

consumers would now be willing to shift towards the consumption of Fortified Wheat

Flour.

61

PDS Consumer Analysis

We have interviewed 568 PDS consumers who are PDS card holder having monthly

income is not more than 15000.

Out of 568 consumers 316 consumers are not aware about the advantage of using such

fortified wheat flour.

510 i.e. almost 90% consumers do not appreciate government step to sell Fortified wheat

flour instead of Wheat grains.

None of the surveyed consumer feels that there is an improvement experienced by them

in their health after using Fortified wheat flour. The result obtained here is such because

the Antyoday consumers do not get their hemoglobin or nutritional level measured

frequently. The health may improve, but they do not feel any change due to lack of health

awareness or its measurement.

High Income(B) Low Income(β) Total

Fortified(A) 10 10 20

Other (α) 228 237 465

Total 238 247 485

Q = (AB)( α ß ) – (A ß) (α B)

(AB)( α ß ) + (A ß) (α B)

= 0.019

Higher Income Group refers to the income level up to Rs. 15000/ month

Lower Income Group is less than Rs. 4500/month.

The association of attributes is positive but not perfectly positive. Higher Income group prefer to

purchase Branded wheat flour, while low income group prefer to buy either loose wheat flour.

Referring to Q-3 of the consumers‟ survey, we observe that 63.38 % of total surveyed consumers

grind their own flour from flour mill (chakki).

As per the survey result of flourmill owner, 71.79 % of the surveyed chakki owners (28

out of 39) never recommended their consumers to consume fortified flour. . This reach to

62

conclude that, as it would be estimated by this government program, would then not be a

success.

85.04% of the surveyed consumers are not aware about what type of flour they are using?

While 87% of the surveyed consumers even do not know about what is fortified flour?

According to the survey, most of the people are not aware of the benefits of using

fortified flour. So, this could be implied to the conclusion that consumers might not get

their hemoglobin or nutritional level measured frequently. The health may improve, but

they do not feel any change due to lack of health awareness or its measurement.

In reference to Q5 of awareness through media and other , the surveyed consumers

suggests that 54.7% consumers are not aware of flour, while the second major ratio

34.62 % consumers got awareness through ration shop.

63

PDS Consumers-Key findings

Out of total surveyed consumers 540 consumers responded about the duration of their consuming

flour.

It is required to know what type of flour and how do they get the flour of any type. So, the

surveyed finding shows following result:

Form of wheat / flour consumers uses

Above graphs show the the percentage of consumers who purchase wheat flour or grains and the

form in which they purchase the flour. Referring to Question no 1 and 2, 45% of the consumers

purchase wheat grains monthly, on the basis of their preferences and their food habits

irrespective of the number of members in the family and their yearly income levels.

42.59

45.74

10.37 1.30

weekly

monthly

yearly

Daily

63.38 8.98

3.52

10.92

13.20 Wheat

Simple flour

fortified flour

other

Blanks

64

Consumers awareness of the “Essential nutrition” and

“vitamins” presents in Wheat flour.

Most of the consumers who are surveyed are not aware of the benefit/ awareness about using

fortified wheat flour.

Aware & Using – Aware about fortified flour and also Using fortified flour

Aware & Not Using – Aware about fortified flour but Not Using fortified flour

Not Aware & Not Using – Not Aware about fortified flour and Not Using fortified flour

561 558 558 562

168

0

100

200

300

400

500

600

blanks

No

Yes

3.63

4.59

89.67

2.10

Awarness and use ratio

Aware and using

not aware and using

not aware and notusing

Aware and not using

65

Findings:

89.67% of the consumers are NOT aware about the fortified flour nor are they using it. The

„Aware and Using‟ category (3.63% of the consumers) comprise of those who use fortified flour

(by government) as well as branded wheat flour. 2.10 % of the consumers fall under the Aware

and not Using category. It implies that though people are aware about fortified flour, they are not

using it. Hence it can be seen that majority of the consumers fall under the Not Aware & Not

Using category.

Analysis:

Those consumers who come under „Not Aware and Using‟ category are those who use branded

flour packs but are not aware whether Branded flour is fortified or not. Those who fall under the

„Not Aware and Not Using‟ category and consume Branded Wheat flour, fall under the Not

Aware and Using category, i.e. 24 consumers (out of 523 - NA & U) use Branded wheat flour.

This implies that these consumers are Not Aware whether they are using fortified flour or not.

Source from which they come to know about fortified wheat flour

The main source from which the consumers came to know about fortified wheat flour includes

ration shop. The second category is other which mainly includes articles in newspapers and

television.

However, only 19 consumers came to know about fortified wheat flour through Government

Campaigns which should have been the major source of awareness.

8.12 2.56

34.62 54.70

Newspaper

TV

ration shop

don't know

66

510 out of 568 consumer surveyed are not aware about any government scheme of fortified flour.

From the surveyed we tried to found which complains occurs at most while using fortified flour

.The consumers found the following differences in the Fortified Wheat flour:

Survey suggest that almost 90% who are using fortified flour, have no complains about flour.

But from those complains, 90% consumers complain about the flour spoils earlier.

10.21

89.79

Awareness of Gov scheme

Yes

No

11.44

10.39

10.04

19.54

88.56

89.61

89.96

80.46

0.00 20.00 40.00 60.00 80.00 100.00

Chage in taste

change in color

flour spoils

coarse flour

No

Yes

67

PURPOSE OF SELECTION OF CHAKKI OWNERS AS OUR SAMPLING

UNIT

In order to study the buying behavior and preferences of consumers with respect to wheat

flour/grains we need to understand the psychology of Chakki Owners.

For this purpose we have taken Chakki Owners as one of the sampling unit of our research

project, which will help us to study the awareness and acceptance level among consumers about

the wheat flour fortification in Ahmedabad.

Chakki Owners are selected for the purpose of our research work to check whether the required

nutrients are added by them or not in the process of grinding wheat which depends upon the

demand of the individual consumer.

In addition to it we are also understanding the psychology of Chakki Owners about the wheat

flour fortification initiative taken by the Government of Gujarat and ascertaining their view

about the recommendation of fortified wheat flour to their customers.

Therefore, main purpose of surveying Chakki Owners was to obtain their view regarding

fortification process and how consumers responded to them after the initiative was taken by the

Government.

68

Chakki Owner analysis

For PDS consumer and awareness, the analysis has been done on the basis of 39 different

“Flour mill owner”, from 10 different are/ zone of Ahmadabad.

Out of 39 owners 12 owners are aware of chaaki flour since last two years. Among them

5 owners feels that there 30% customers are familiar with the fortified flour.

At most 5 (i.e. 12%n of the total surveyed) flour mill owners are aware and feel that

fortified flour is helpful in increasing protein and strength. This is a very small ratio.

Out of 39 owners, 15 feel difference in fortified and regular flour. Among them 12 feels

negative changes like, the flour became hard and cannot stay for longer. While 3 owners

believe that it is better than regular flour.

69

Chakki owner‟s – key Findings

During chakki owners survey, we found many chakki owners are aware about fortified flour .

The data suggests from the surveyed chakki owners ,59% owners are aware of fortified flour.

From the surveyed, it is found that chakki owners‟ level of mixing flour, if they are known

depends on following criterion.

Out of 39 surveys, we got the 29 customers for this finding:

Above graph suggest that 55% of the chakki owner mix the fortified just ,if there consumer

wants to do so. While 35% never ask for mixing to their flour consumer.

58.97

41.03

Awarenss

yes

No

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Mixin some time for the need ofthe consumer

Never

fortified flour mixing

fortified flour mixing

70

The chakki owners who are using and mixing flour got some complains from their flour

consumer.

change in taste 8

chapati becomes hard 4

change in color of

chapati 3

early wastage 4

flour looks fat 10

none of this 10

From the surveyed chakki owners, those who are aware and using fortified flour found some

problems that they got to know from their customer whou are using the flour .It shows that

25% of the surveyed consumer have the most complain about that the flour looks fat whle

similar ratio i.e. 25% of the surveyed chakki oowner, who are aware of flour type and using ,

do not have any complains for the flour.

20.51

10.26

7.69 10.26

25.64

25.64

Problems due to fortifited flour

chane in taste

chapati becomes hard

change in color of chapati

early wastage

flour looks fat

none of this

Use of flour pecentage

don't mix 33.33

mix while grinding 66.67

71

66% of the surveyed (out of 21) consumer mix the flour while grindings, which is a good ratio.

While 33.3% do not mix due to reasons like: unawareness, customer do not want etc...

This findings suggest that if chakki owners has given proper guidance of when to mix, how

much to mix would be beneficiary in terms of awareness.

From the surveys owners, we found most of the 49% owners get the information about this

government scheme through newspaper. While 28% come to know while the survey process was

going on.

33.33

66.67

Use of flour

don't mix

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

Tv Newspaper by yourself by others

sources

sources

72

Out of surveyed 39 owners 59% are aware off fortified flour and they are also using them. Out of

them 19 owners (29% of users of flour, feel the difference between regular flour and fortified

floor.

Almost all have the same complain about “flour became fat”, while 15 owners have never found

any difference in both the flour.

Yes 55.9

NO 44.1

On the contrary, there are also some benefits of using such flour. Following findings suggest that

do the chkki owner found these benefits through their consumers who are consuming fortified

flour.

Increase in HB 2

Increase in protein 8

Increase in strength 4

Increase in energy -

Very few chakki owners are known about the benefits of using fortified flour. So, it concludes

that awareness in chakki owners also necessary.

55.9

44.1

Difference

yes

NO

73

PURPOSE OF SELECTION OF PROVISION STORE OWNERS AS OUR

SAMPLING UNIT

On account for project on wheat flour fortification, it is must to survey provision stores in order

to obtain handful information regarding the buying pattern of the consumers with respect wheat

grains or wheat flour or both.

The provision store owners are an important connecting channel between the prospective buyers

and the distributors and hence they can make us better understand the preference of consumers as

they deal with them in day to day life. Our main aim for survey is to study whether customers are

aware or not regarding fortified wheat flour and their buying habits. It also helps to find out the

proportion of customers demanding such fortified wheat flour.

Thus, provision stores become an obvious mode to know the customers perspective and their

preference. Also, regular customers have great influence of the provision owner's mouth of word

regarding new products and also updated products.

74

PROVISION STORE OWNERS - ANALYSIS

Branded Wheat Flour is preferred more among consumers and hence it is stored more by

the Provision Store Owners. It is seen that 50% of Provision Store Owner responded that

they store fortified flour. This has been the case because Provision Store Owners do not

differentiate between Branded Wheat Flour (Fortified) and Fortified Flour (availability

through the government initiative).

As the Provision Store Owners are ready to store the pouches of fortified flour,

availability of this premix would not pose a major problem. But this would depend

entirely on how well these premix sachets are marketed, so that demand (demand pull) is

created.

According to the responses received provision store owner‟s decision to store loose flour

or branded flour packs depend upon their location in an area. Amongst the provision

stores that we surveyed in 14 different areas.

Higher income group category people tend to buy more of branded flour packets whereas

loose flour /grains were a preferred choice among all income level.

75

PROVISION STORE OWNERS - KEY FINDINGS

Findings suggest that 40 % of the consumers come to know about fortified flour by other person,

which includes friends, relatives, neighbors, other provision store owner etc. While 30% of the

surveyed provision store owner from newspapers.

44% of the provision store owners (out of 18) said that their consumers are aware about fortified

wheat flour. A whopping 55.56% of the provision store owners replied that their consumers

30

15

15

40

Awarness to the shop owner

Newspaper

Tv

by yourself

by other

55.56

44.44

Consumer's Awareness

Yes

No

76

would rarely or would not be aware about it at all. According to the responses received from

some of the provision store owners, most of the consumers who consume the Branded wheat

flour are themselves not aware whether they consume fortified flour or not.

Out of 7 consumers who are aware about plan of government, 4 consumers found this scheme

useful to poor. While only 2 consumers are not satisfied about the information through literature

given to them by regular means.

Consumer satisfaction with fortified flour

Findings suggest that 78% shop owner believes that his consumers are not satisfied with the

fortified flour.

When the reason for not satisfaction is to be asked and almost 7 shop owner replied that the flour

cannot stay for longer, while 5 shop owner replies that they are not aware of the benefits of such

flour.

Benefits of fortified flour:

Data suggest that almost no one shop owner is aware about the benefits of fortified flour like;

increase in HB, or increase in strength, only 4 shop owner believes that it might be helpful in

increasing protein.

This implies that awareness to the shop owner should consider as a key feature. If shop owners

are aware about the benefits, they can encourage their consumer to buy such product.

21.05

78.95

Yes

No

77

CONCLUSION

A detailed study was undertaken to put an insight into the initiative of wheat flour fortification

by the Government of Gujarat along with gauging the awareness and acceptance level of the end

users of fortified wheat flour. Also, we assessed the role of all components of the supply chain –

Nookad Chakkis, Provision Stores and PDS shops.

It has been observed that the awareness level at the consumers end seems to be low in the

opinion of Chakki owners, Provision Store owners and PDS Shop Owners. 86% of the

consumers are not aware about fortified flour. The wheat flour fortification initiative has

penetrated the State‟s PDS within a short span of time. But, 90% of the Antyoday consumers are

dissatisfied with the substitution of wheat grains with fortified flour. But still the acceptance

level among private consumers is considerably low and it is higher among Antyoday consumers.

When gauging the effectiveness of the fortification initiative, 100% of the Antyoday consumers

are not aware whether they have experienced any health benefits or not. But it can also be the

case that they may have experienced health benefits of which they are unaware, because the

Antyoday consumers do not get their nutritional level measured.

PDS has supported the initiative of fortification and through its excellent distribution channels; it

has acted as a medium of communication. But with the various levels of additions taking place in

the supply chain, this was also the difficult part of the program. Although the Nookad Chakkis

can contribute significantly in catering to a large proportion of the population to consume

Fortified wheat flour, an adequate demand pull will create the right balance.

All the elements relating to this initiative are strong and efficient, but to bring it to a self-

sustainable stage, a synchrony among all the Government departments and the end users be

developed.

78

SUGGESTIONS

1. In phase II, Government had approached the Chakki owners to reach the urban

consumers. Instead, the Government should first educate the consumers (not antyoday

consumer) about fortified wheat flour and its benefits –either through leaflets/flyers in

vernacular language and advertisement in vernacular/english newspaper. Consumers

should be willing to come forward and enquire about fortified wheat flour. This would

also mandate that the information relating to the availability of fortified wheat flour has

reached the consumers.

2. Results and Reports of the health benefits should be published regularly. Also, this fight

for the hidden hunger should be brought to the notice of the masses through campaigns

(for e.g. Save the Girl Child campaign). This approach would lead to long term benefits

for this initiative.

3. Fortified Wheat Flour sample packets should be made available for consumers at the

Nookad Chakkis. This would ensure that the taste/smell/color issues are resolved from

the root. Sales promotion i.e. through stalls at Provision stores would also be beneficial.

4. Development of educational and training material for different level functionaries and the

community is one of the important activities that should be undertaken. The

educational/training material should be produced in the regional language and distributed

widely throughout different areas of the city. NGOs should be made a part of these

drives. They would be able to cater to the target population in an effective manner.

5. The consumers grind wheat at home. Hence, these consumers are out of reach of the

Phase III of the Government programme. The programme should then cater to these

consumers by introducing premix sachets at the provision stores – i.e. bring it to the retail

level. Also, if these consumers are given utensils of a required capacity and a „List of

instructions‟, then the addition of premix would be possible at homes also.

79

6. Advertisements were released only during the implementation stages. There should be a

consistency in screening advertisements on the local as well as national television using

the Brand Ambassador.

7. PDS shops and its functioning should be properly monitored. It should be ensured that

the shop owners return the expired flour bags and procure the new ones. Due to the

complication in the process of returning expired flour bags, many PDS owners happen to

distribute the outdated flour bags which ultimately lead to dissatisfaction among

consumers.

8. For reaching the consumers who do not buy through PDS, Government of Gujarat should

concentrate on launching an atta brand. Brand Building and consistency in

advertisements would lead to Brand recall. This could lead to greater acceptance as

consumers perceive Branded Flour to be of better quality.

9. As in case of Aanganwadi, where children are provided with a onetime meal, some such

agency should be developed which would ensure provision to Antyoday consumers with

a onetime meal of fortified foods. It would be an essential step as the interview suggests

that Antyoday consumers do not have the necessary resources to obtain and cook food.

80

GLOSSARY

Anaemia: It is a condition in which the circulating red cell mass is insufficient to serve the

function normally. It is usually defined by measuring the hemoglobin level in the blood.

Antyoday card holders: Those Ration card holders whose annual income is below Rs.6,000

.Those people who come under this category belong to „Antyoday‟ category.

APL – 1 (Above Poverty Line) card holders: Those Ration card holders whose annual income

is above Rs.1,00,000. Those people who come under this category belong to the „Above Poverty

Line – 1‟ category.

APL – 2 (Above Poverty Line) card holders: Those Ration card holders whose annual income

ranges from Rs11,000 to RS.1,00,000. Those people who come under this category belong to the

„above poverty line 2 category‟.

BPL (Below Poverty Line) card holders: Those Ration card holders whose annual income

ranges from Rs.6,000 to Rs.11,000.Those people who come under this category belong to the

„below poverty line category‟

Enrichment: The process of adding micronutrients which are naturally present in the food to

levels higher than naturally occurring, for example, adding iron at 66 ppm to wheat flour.

Feeder or dosifier: The equipment used to add fortificant to flour.

Folate: A naturally occurring member of the Vitamin B family founded mainly in the green

vegetables.

Fortificant: The micronutrient(s) added to flour during fortification or enrichment.

Fortification: The process of adding micronutrients to food that are either not naturally present

or to levels that are much higher than naturally found in the food.

81

Hemoglobin: It is the pigment that gives blood its color and it is contained in the red cells of the

blood and constituting the main site of iron in the body, is present in all vertebrate species.

Iron deficiency: It is the most commonly known form of nutritional deficiency. In the human

body, iron is present in all cells and has several vital functions - as a carrier of oxygen to the

tissues from the lungs in the form of hemoglobin, as a transport medium for electrons within the

cells in the form of cytochromes, and as an integral part of enzyme reactions in various tissues.

Too little iron can interfere with these vital functions and lead to morbidity and mortality.

Malnutrition: Physical fitness resulting from the insufficient food consumption or unbalanced

diet.

Micronutrient: A substance needed in the small quantity for the functioning of the human body.

Under Nourished: Provided with insufficient nourishment to sustain proper health & growth.

Premix: A blend of micronutrient(s) with or without a filler to be added to flour. It can also be a

diluted iron-flour blend that is made at the fortification site.

Restoration: The replacement of nutrients lost during food processing, for example, adding to

wheat flour the amount of iron lost during milling.

Semolina: A granular, free-flowing product milled from the endosperm of durum wheat. It is

used to make macaroni, spaghetti, and other pasta products.