A new study conducted by Aashirvaad Atta with Multigrains, a brand of ITC Ltd., has revealed that 7 out of 10 Indians do not meet their daily dietary fiber requirements. The study, which involved more than 69,000 participants, also found that 70% of Indians consume less than 8 glasses of water daily, 47% sleep for 6 hours or less every day, and 35% do not engage in physical activity. Furthermore, 75% of Indians reported facing moderate to severe stress. The brand hopes to create awareness about the importance of prioritizing digestive health, starting with the gut, by offering a high-fiber atta that helps maintain normal digestion. It launched the Happy Tummy website in 2021, which offers content, tools, and resources to assess and improve digestive health, including a Fiber Meter and My Meal Plan tools to track daily fiber intake, certified content from nutrition experts, recipes, and free one-on-one consultation with dieticians.
ITC Ltd. is an Indian multinational conglomerate company with interests in consumer goods, hotels and tourism, paperboards and packaging, agri-business, and information technology.
Dr. Bhavna Sharma is the Head of Nutrition Science at ITC Foods. She has expertise in nutritional biochemistry and research in the sensory, physiological, and behavioral aspects of human nutrition and food science.
