Malnutrition is proactively building its nexus in India and as per the recent reports by World Health Organisation (WHO), malnutrition is highest in India among mothers and children. DSM India, one of the leading suppliers of vitamins, carotenoids, Omega-3 & 6 nutritional lipids, nutraceutical ingredients and nutritional premixes, has taken the batten to flush off malnutrition from the country.
DSM delivers innovative solutions that nourish, protect and improve performance in global markets such as food and dietary supplements, personal care, feed, medical devices, automotive, paints, electrical and electronics, life protection, alternative energy and bio-based materials.
The company has been supporting the government’s efforts with its ‘POSHAN Card’ programme to combat malnutrition amongst mothers and children.
In an exclusive interview with NuFFooDS Spectrum’s Nitin Konde, Ajit Damle, Head South Asia, Human Nutrition Health Business, DSM sheds light on company’s future plans and the potential of Indian Nutraceuticals market.
How do you see Asian nutraceutical market, does it have the potential to compete with the west?
We can refer to multiple sources that highlight a robust double digit growth of Indian nutraceuticals market which is likely to reach anywhere between $5-10billion by 2020. We certainly are witnessing signs of this projection. The growth trajectory of Asian / Indian nutraceuticals market is quite dynamic, interesting and challenging. With its strong roots in traditional herbs and Ayurveda, the Asian market certainly shows promising potential to complement and also compete with the west. It is exciting to see this region to have wisely embraced the west while fervently nurturing traditional medicinal practices.
You have been backing the Indian government in POSHAN Card programme to combat malnutrition. Can you elaborate on how you are helping the government in that regard?
The POSHAN Project is a national initiative under the aegis of Indian Academy of Pediatrics (IAP) in partnership with Government of India. Other partners include United Nations Children Fund (UNICEF). The project is supported by DSM and Vodafone. POSHAN focuses on creating awareness about the symptoms and alarming consequences of malnutrition, simple things that can be done to address malnutrition, and bring about a change in the behavior and attitude among women in the reproductive age group of 20-35 years in selected districts. DSM is leveraged for our expertise in nutrition solutions by equipping frontline health workers (AWWs) with a set of ‘POSHAN’ health educational videos on microSD card with aims of providing direct access to information through mobile phones.
You are also focusing on fortifying ingredients. Do you think in a country like India where malnutrition rate is on the higher side among kids and mothers, fortification is the perfect tool to overcome this issue?
Fortification is one of the effective ways and an important intervention to address malnutrition. Fortification of staple helps to take the benefit of nutrition to the mass. Fortifying atta (wheat flour), rice, edible oil, salt, milk, etc. with essential micronutrients is important. However, the success of fortification depends greatly on its implementation and execution. It is not a whole sole responsibility of the government. Industry stakeholders play an equally important role. Technical and scientific support become critical to ensure the fortified food is delivered safe and nutritious to the end-consumers. Having said that, there is nothing called a perfect tool to address diverse challenges. India is also on radar for increasing incidence of NCDs. This is another monumental challenge that can be effectively addressed by balanced nutrition. However, fortification may not be an effective route. This challenge clearly calls for targeted nutrients with established functional benefits.
How are you planning to expand your reach in the Asian market and what will be your focus areas in the coming years?
Our business model is greatly interwoven with research, science and advocacy. Our aim is to build a strong science for our ingredients based on Asian population. Our ingredients are well researched and scientifically proven. However, population study is an important bridge to bring the proven science from the West to East. We are glad to partner with institutions and relevant organization in this mission. While this is one of the important steps that we have taken for the overall development of the nutraceuticals market in Asia, our other initiatives include scientific advocacy to highlight pressing nutritional challenges and propose strategies of interventional programs, technical and scientific assistance in developing robust range of nutraceuticals and closely collaborating with industry bodies who are working towards creating nutraceuticals industry to match global standards.
The Omega-3 market, both in terms of fortification and supplements, is still in its infancy in India how are you planning to bridge the gap?
India like many other global counterparts is riding on a disproportionate intake of Omega 6: Omega 3. Research indicates that our ratio of Omega 6: Omega 3 is 30:1 against an ideal of 3:1. It is very important that omega 3 is included in the RDA as it is one of the most essential fatty acid. While measuring risk factors like cholesterol is important it is equally important to measure the level of omega 6 and omega 3. When this becomes part of routine lipid pro le, the consumer awareness would subsequently increase. This would also help medical practitioners to take a holistic approach in treating disorders where Omega 3 deficiencies play a key role. While diets play an important role, the need for supplements cannot be under estimated as an intervention to address omega 6 / omega 3 imbalance. Science has clearly established the role of Omega 3 – EPA and DHA in various conditions. Industry has to gear up taking the solution to consumers with more commitment. Our endeavor is to take a systematic approach – to highlight, educate and promote product development in this domain.
Do you think in India there is a lack of awareness among the people about the intake of daily vitamins and how you think that this space can be filled?
In India vitamins are seen as medicines and not as nutrients. This could be because it is largely co-prescribed with drugs which as rightly pointed out is due to lack of consumer awareness. The scenario is changing gradually. But it surely calls for the industry to come together in improving awareness. Creating consumer guidelines which would help them make an informed / right choice of products, nutrition information centers for consumers and including basic nutrition education in the curriculum could be some strategies when we are looking awareness programmes. Media plays a vital role in educating consumers. They have the responsibility of taking credible information which creates trust rather than chaos in consumer mind.
Are there any new products in the pipeline that soon you will be launching in the Asian market?
Diabetes management and micronutrient deficiencies will be our focus for launches in the pipelines.