Aashirvaad Atta with Multigrains promotes awareness about Digestive health through the Happy Tummy Platform on World Digestive Health Day 

After the successful launch of Happy Tummy in 2021 with India’s first Digestive Quotient Test, Aashirvaad atta with Multigrains aspires to increase awareness about the importance of digestive health with the introduction of Fibre Meter and My Meal Plan in 2022. 

Aashirvaad Atta with Multigrains, the value-added atta variant from India’s No.1 packaged atta brand, Aashirvaad, had launched Fibre Meter & My Meal Plan on its flagship Happy Tummy website ahead of World Digestive Health Day on 29th May, 2022. The initiative was in line with the brand’s endeavour to amplify the awareness and importance of digestion and the role played by fibre in helping to maintain normal digestion. The brand had commissioned ‘A Survey on Digestive Health’ conducted by Momspresso in 2021 which indicated that 56% of Indian mothers surveyed think their family suffers from digestive health issues. Based on the insights from the survey, the brand had launched Happy Tummy website, http://happytummy.aashirvaad.com/, a platform that is aimed at educating consumers about digestion and introduced India’s first Digestive Quotient (DQ) test – a 2-minute questionnaire to know more about digestion.

Over the last year, this initiative has witnessed more than 12 lakh Indian consumers landing on the website with more than 3.3 lakh undertaking the DQ test. The website also houses content such as blogs and videos by experts in the field of nutrition as well as high fibre recipes. It also gives consumers the opportunity to book a consultation with a dietician. Taking the conversation about Happy Tummy a notch higher, the brand has now introduced–Fibre Meter and My Meal Plan. The Fibre Meter indicates whether an individual is meeting the recommended daily fibre allowance through their present diet. Subsequently, My Meal Plan gives a suggested diet plan that can help meet the dietary fibre requirements as given by the Indian Council of Medical Research Recommended Dietary Allowances based on the gender and age entered by the consumer, in their diet every day. Consumers can choose from suggested meal plans across different cuisines. 

Speaking about this on-going initiative, Ganesh Kumar Sundararaman, SBU Chief Executive – Staples, Snacks and Meals, Foods Division, ITC Ltd. said, “Last year, it came as a revelation to us that 56% of Indian mothers surveyed as part of ‘A Survey on Digestive Health’ conducted by Momspresso think their family suffers from digestive health issues. Aashirvaad Atta with Multigrains is our high fibre atta, and is committed to educating, enabling, and empowering the consumers by providing information on digestion. In 2021, we launched the Digestive Quotient (DQ) test with the objective of raising awareness about digestion among consumers, which witnessed massive success. This has encouraged us to further our focus on this subject and we are now happy to have launched additional initiatives under the platform – Fibre Meter along with My Meal Plan.” 

To bring consumer attention towards the significance of digestion, Aashirvaad Atta with Multigrains has activated communication across multiple mediums. Consumers can check out the Fibre Meter and get a free meal plan at, http://happytummy.aashirvaad.com/

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