Lucknow: VistaarX-Nutri Pro, SRS Nutri Crown, and Grainova Poshan Rice unveiled at industry workshop, expanding consumer access to fortified staples across Uttar Pradesh
In a significant boost to market-led nutrition efforts in India, three fortified rice brands were unveiled today at the workshop “Unlocking Market Potential: Advancing Fortified Rice in Uttar Pradesh” held in Lucknow. The launch marks an important milestone in expanding access to fortified staple foods through retail markets and strengthening efforts to address micronutrient deficiencies across the state.
The brands launched include Nutri Crown Fortified Rice by Shree Ram Foods, Nutri Pro Rice by VistaarX, and Grainova Poshan Rice by Jain Industries. Fortified with five essential micronutrients viz. Iron, Zinc, Vitamin B3, Vitamin B9 (Folic Acid), and Vitamin B12, these products aim to provide consumers with enhanced nutrition via one of the most widely consumed staple foods.
The launch was graced by Satish Chandra Sharma, Minister of State, Food, Civil Supplies and Consumer Affairs, Government of Uttar Pradesh, along with senior representatives from the Department of Food and Civil Supplies, Food Safety and Drug Administration, academia, industry and development organizations.
Satish Chandra Sharma, Minister of State, Food, Civil Supplies and Consumer Affairs, Government of Uttar Pradesh, said, “The launch of these fortified rice brands is a commendable step towards strengthening nutrition security in Uttar Pradesh. Food fortification is a practical and effective solution to address micronutrient deficiencies, particularly among vulnerable populations. I appreciate the efforts of Millers for Nutrition, powered by TechnoServe, for working closely with rice millers, industry stakeholders, and government partners to promote the adoption of fortified staples across the state. Their support in building technical capacity, creating awareness, and encouraging market-based solutions is helping transform nutrition goals into meaningful action. Such collaborative initiatives will play an important role in ensuring that nutritious food reaches more households and contributes to a healthier and stronger Uttar Pradesh.”
Speaking on the occasion, Monojit Indra, Senior Practice Lead, TechnoServe and Program Lead, Millers for Nutrition Asia, said, “The launch of these brands represents an important evolution in India’s fortification journey. While fortified rice has already demonstrated its value through public distribution and social safety net programmes, expanding availability through commercial markets can significantly increase consumer access to better nutrition. Uttar Pradesh has emerged as a key state in advancing rice fortification, and it is encouraging to see local millers taking leadership in bringing fortified rice directly to consumers.”
Abhishek Shukla, Country Program Manager, Millers for Nutrition India, said, “The introduction of these fortified rice brands demonstrates how millers can play a transformative role in improving nutrition while building sustainable businesses. Through technical assistance, capacity building and market development support, Millers for Nutrition is helping millers create high-quality fortified food products that meet consumer needs. We are delighted to see this momentum growing in Uttar Pradesh and congratulate the participating millers on this important achievement.”
The event brought together policymakers, food industry leaders, nutrition experts, development partners and rice millers to discuss the growing role of food fortification in improving public health outcomes and creating sustainable business opportunities for the food processing sector.
Rishabh Jain, Director, VistaarX, Shubhanshu Shukla, Director, Shree Ram Foods, and Tarun Goyal, Partner, Jain Industries, emphasized the growing importance of fortified rice in addressing micronutrient deficiencies and improving nutritional outcomes through everyday diets. They highlighted that the launch of Nutri Pro Rice, SRS Nutri Crown Fortified Rice, and Grainova Poshan Rice reflects their shared commitment to delivering high-quality, nutritious rice products that meet evolving consumer needs. The industry leaders noted that rice, being a staple food consumed by millions of households, serves as an effective vehicle for delivering essential micronutrients without requiring changes in eating habits. They further expressed confidence that increasing consumer awareness around health and nutrition will drive greater adoption of fortified rice, helping make better nutrition more accessible while contributing to healthier communities and supporting the growth of the rice industry. The workshop also featured technical sessions on rice fortification, discussions on Uttar Pradesh’s experience in scaling fortified rice, and a panel discussion involving government representatives, scientists, industry leaders and nutrition experts.
Millers for Nutrition is supported by Strategic Fortification Partners: BASF, BioAnalyt, dsm-firmenich, Mühlenchemie, SternVitamin; Regional Strategic Fortification Partners: Hexagon Nutrition, Piramal, Sanku; and a growing group of local technical partners that share a common vision of improving food processing practices and fortification excellence to benefit society and enhance business sustainability. Millers for Nutrition is powered by TechnoServe with funding support from the Gates Foundation. Millers, food fortification stakeholders, and others interested in joining the coalition can learn more at millersfornutrition.com.
