Hyderabad, Apr 02: Film actress Shriya Saran unveiled India’s first Fortified Protein Plus Multigrain Atta ‘MINAR’, aimed at addressing widespread malnutrition and nutrient deficiencies.
The product launch was held in the presence of Chef Sanjay Thumma, Mr Avnish Kumar (Chairman, Retailers Association of India), Mr Aditya Bansal (Director, Sree Sai Roller Flour Mills), Dr V. Sesikeran (Former Director, National Institute of Nutrition), and Mr Monojit Indra (Senior Practice Leader TechnoServe & Program Lead, Millers for Nutrition, Asia).
The newly launched atta is designed to bridge the gap between traditional diets and modern nutritional needs. It delivers up to 50% higher protein than regular wheat flour, with just three rotis providing nearly one-third of an adult’s daily protein requirement.
It combines premium Sharbati wheat with soy, maize, and chana, enriched further with plant-based protein isolates and essential micronutrients such as Iron, Folic Acid, Vitamin B12, Zinc, and Vitamin A, helping combat hidden hunger and boost immunity.
Speaking on the occasion, Shriya Saran highlighted the importance of mindful eating, stating that evolving food habits have led to nutritional gaps. She emphasised that fortified foods can significantly help address deficiencies and improve overall health outcomes.
A technical workshop on wheat flour fortification was conducted alongside the launch.
Dr V. Sesikeran emphasised that food fortification is a scalable and sustainable strategy for addressing micronutrient deficiencies, particularly when incorporated into staple foods such as wheat flour. He further noted that such fortification helps reduce the disease burden, thereby easing the economic strain on the country.
Ms. Amrutha Sri from the Food Safety Department, Telangana, explained the regulatory framework and highlighted the role of FSSAI in ensuring food safety and promoting fortification standards. She urged the industry to actively support initiatives like the Eat Right India Movement, Clean Street Food Hub, Food Safety Training and Certification.
Experts stressed the urgent need for fortification, citing alarming statistics on anaemia and micronutrient deficiencies across India. Women and children remain particularly vulnerable, underscoring the importance of interventions like fortified staple foods.
Mr Vaibhav Patil from Fortify Health discussed opportunities for scaling wheat flour fortification through partnerships with food producers.
Dr Prabha Agrawal emphasised that fortified staples can help bridge nutritional gaps in women, especially during pregnancy, offering a practical alternative to supplements.
A panel discussion titled “Powering Nutrition Security and Driving Consumer Demand for Fortified Wheat Flour” brought together experts from industry, healthcare, and policy.
The moderator highlighted that food fortification in India is promoted by FSSAI through initiatives like the +F logo, and has evolved from salt iodisation programs to large-scale integration into schemes like Mid-Day Meal and PDS.
Chef Sanjay Thumma, panellist, remarked: “As a chef and advocate of traditional Indian cuisine, I believe food should not only delight the palate but also nourish the body. Food fortification is a powerful step toward ensuring that everyday staples deliver essential nutrients, helping build a healthier nation without changing our food habits.”
Mr Aditya Bansal emphasised the responsibility of millers in addressing malnutrition, stating that producing nutritious food is both a social responsibility and a sustainable business opportunity.
About Sree Sai Roller Flour Mills
Established in 1995, Sree Sai Roller Flour Mills Pvt. Ltd. is a Hyderabad-based company with a production capacity of approximately 600 metric tons per day. With the launch of MINAR, the company reinforces its commitment to innovation and improved nutrition.
Market Availability
MINAR Fortified Protein Plus Multigrain Atta will be available in 1 kg packs across retail and e-commerce platforms, initially in Hyderabad and southern markets, followed by nationwide expansion.
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