India has a large number of people suffering from various nutritional deficiencies. They have low access to wholesome food. The people in rural and semi-urban areas face a number of micronutrient deficiencies like night blindness, goitre, anaemia and various other birth defects. On the other hand, the fast-paced lifestyle of urban India includes lack of physical activity, low exposure to sunlight, and fresh air, causing a number of diseases.

Keeping these factors in mind, the Food Safety and Standards Authority of India (FSSAI) was established under the Ministry of Health and Family Welfare, Government of India in 2008. FSSAI regulates and supervises food safety standards in the country. Their mission is to address the vitamin and mineral deficiencies and work towards a healthy nation.

Producing 164 million tonnes and per capita availability of 351 grams per day in the year 2016-17, India is the largest producer of milk in the world! Given the popularity of milk consumption in all population groups, FSSAI has made it mandatory for milk to be fortified with Vitamin A and Vitamin D, ensuring that the full benefits of milk reach a large number of people.

 How does Fortified Milk benefit you?

•  Vitamin A promotes healthy vision, healthy skin and gene transcription.

•  Vitamin D promotes calcium absorption and bone growth

•  Both vitamins strengthen the immune system.

  
  

Purabi - a dairy brand conceived in Assam is one of the most trusted brands in the region. Purabi’s initiative of fortifying milk also merges with their low-fat milk initiative, which comes to you as Purabi Smart Milk. The Smart Milk is fortified with Vitamin A and Vitamin D, is low on fat, and a good source of protein and calcium. It also tastes great, has no change in colour or texture than the regular milk we consume. Not to say that it is homogenized and pasteurized, making it better than the non-treated loose milk.

So the next time you buy milk, be smart enough to choose the right products for you and for your loved one's health.