|
|
|
You can get e-magazine links on WhatsApp. Click here
|
|
|
|
|
|
ITC Foods’s Aashirvaad Happy Tummy data shows fibre gap
|
|
Tuesday, 02 June, 2026, 08 : 00 AM [IST]
|
|
Our Bureau, Bengaluru
|
ITC Foods’s Aashirvaad Happy Tummy released its latest findings on India’s digestive health landscape, based on insights from over 6.5 lakh participants, highlighting a widespread fibre intake gap driven by low awareness and lifestyle habits. Aashirvaad Happy Tummy is an online platform by Aashirvaad Atta with Multigrains, which serves as a comprehensive guide focused on digestive health and fibre intake.
On the occasion of World Digestive Health Day, on May 29, while the world is talking about ‘Fibremaxxing’, the findings reveal that nearly 7 in 10 Indians are not even meeting their recommended daily fibre intake, pointing to a widespread gap in everyday nutrition. The issue is more pronounced among women, with over 73% falling short of recommended levels, compared to over 63% of men.
Dietary habits appear to be a key contributor: only 1 in 4 people consume multigrains daily, while nearly 40% rarely eat fruits. Although vegetable intake is relatively better, the overall pattern suggests that daily diets still lack the diversity needed to consistently meet fibre requirements. The Indian Council of Medical Research- National Institute of Nutrition (ICMR-NIN) recommends a daily dietary fibre intake of atleast 25 g/day for adult women and 30 g/day for adult men.
The analysis also shows that digestive health is being influenced by more than diet alone. Over 60% of respondents are not physically active daily, only about 30% meet recommended water intake levels, and nearly half report inadequate sleep. Additionally, 1 out of 5 individuals report experiencing severe stress.
Anuj Rustagi, business unit chief executive, Staples, ITC Foods, said, “As digestive wellness and gut health become increasingly important in everyday nutrition, the findings highlight a significant need to build greater awareness around fibre consumption and its role in overall well-being. At Aashirvaad, supporting consumers make healthier everyday food choices has remained a key priority, and we believe meaningful change begins with simple, sustainable choices like upgrading your atta to Aashirvaad atta with Multigrains. Increasing the inclusion of fibre-rich foods such as multigrains, fruits and vegetables in daily diets can play an important role in supporting better digestive health outcomes for Indian consumers.”
|
|
|
|
|
|
|
|
|
|