1. Wheat Fortification In
Ahmedabad

2. Fortification
• Fortification is the process of addition of
specific nutrients to food to increase its overall
nutritional content. It is the addition of
nutrients at levels higher than those found in
original or comparable food.

3. Food Fortification
• It is estimated that one of every three people in
the world are at risk for one or more
micronutrient deficiencies, thereby impacting on
their nutritional status
• In order to prevent and address the problem of
micronutrient deficiencies, several strategies are
being used, the most significant of them is
Fortification, where in, specific and scientifically
identified micronutrients are added to food

4. Food Fortification
• Food fortification has been practiced worldwide for
nearly 80 years
• It is also a very efficient way of using public resources
to promote health for all
• It is a cost effective strategy
• It is also a long term approach for control of
micronutrient malnutrition.

5. History Of Food Fortification
• Dietary supplementation of nutrients began in the
1920's.
• Food fortification with nutrients was recommended by
the American Medical Association and the National
Academy of Sciences in the 1930s.
• At the instigation of these two organizations, FDA
(Food and Drug Administration) began to promulgate
food standards for fortified food in the early 1940s, and
continued this policy following World War II

6. Advantages
• When integrated into existing food patterns, it may not
necessitate changes in the customary diet of the population
and does not call for individual compliance.
• It can be dovetail in existing food production and distribution
systems.
• It may yield results quickly and they can be sustained over a
long period of time.
• Commercial food fortification is particularly appealing
because, if the right food is selected, high coverage is assured
without requiring a change in the eating habits of the
consumer.

7. Contd…
• Fortified foods, if they do not change their basic
characteristics such as taste and appearance are
socially acceptable to consumers
• If the additional nutrients (fortification) are added in
the recommended amounts following the desired
producers, then fortified foods are safe

8. Wheat Fortification
• Wheat is the most widely produced cereal in the
world
• Because of its widespread geographic distribution,
acceptance, stability and versatility, wheat flour is a
suitable vehicle for delivering micronutrients to
mankind

9. Micronutrients content in wheat and
wheat flour
• In a natural state, wheat is a good source of vitamin
B1 (thiamine), B2 (riboflavin), niacin, B6 (pyridoxine),
E as well as iron, and zinc
• Most of these nutrients are concentrated in the
outer layers of the wheat grain, a significant
proportion is lost during the milling process.

10. Nutrients generally added to wheat
flour
• Wheat flour is generally fortified with vitamin B1, B2
niacin and iron. Calcium ,Folate Vitamins A and D can
also be added to flour
• The level of vitamin B1, niacin and iron added to wheat
flour is often equivalent to the amount lost in milling
• For other micronutrients such as vitamin B2, the
amount added is over and above the levels lost in
milling, i.e. when the flour is fortified

11. Why Wheat Flour Fortification???
Wheat flour is proving to be an effective
fortification vehicle for a number of reasons:
• Consumed widely
• Consumed regularly
• Centralized Processing
• Distribution and Marketing capacity
• Stability
• Bioavailability
• Consistency
• Affordable cost

12. Objectives
Primary Objective:
• To study the awareness and acceptance level among
consumers about the fortified wheat flour
• To gauge the effectiveness of the initiative of
fortification of wheat flour and recommend ways to
improve their efficacy

13. Objectives
Secondary Objective:
• To study the preferences of consumers with respect to
wheat flour/grains.
• To study the role of Public Distribution System (PDS) in
promoting the consumption of fortified wheat flour.
• To study the effectiveness of Nookad Chakkis as a supply
chain.
• To ascertain the view of Doctors and Provision Store
owners regarding fortified wheat flour.

14. Scope
• The scope of the project is confined to Western Ahmedabad
• The Food Fortification initiative by the Government of
Gujarat includes Oil Fortification, Flour Fortification, Salt
Fortification etc.I have catered to only Wheat Flour
Fortification under Flour Fortification.
• Only Antyoday card holders can be selected because they
consume Fortified Wheat Flour under this Government
initiative.
• Consumers include only those who do not buy Wheat/Flour
from Ration shops.

15. METHODOLOGY

16. IDENTIFICATION OF THE TOPIC
• This is the first step in the process of making the
project. It refers to the subject matter of the project.
The topic of project is: 'FORTIFICATION OF WHEAT
FLOUR IN AHMEDABAD - A Study of an initiative by
Government of Gujarat'
• The topic has been selected as it gives us a big scope
for learning the initiatives taken, for the first time by
the Government of Gujarat towards combating the
malnutrition which is rampant in the state

17. DATA COLLECTION
1.) Primary data:
My data collection source :
QUESTAINNAIRE PERSONAL VISITS
Chakki Owners Government Officials
PDS Owners Doctors
Private Consumers PDS Consumers
Provision Stores

18. DATA COLLECTION
2.) Secondary Data
• Newspaper
• Journals and Magazines
• Internet

19. RESEARCH APPROACHES
• i.Observational Research
• ii.Survey Research:
• iii.Experimental Research:
• For the purpose of my project, i have used Survey
Research Approach as it is best suited to give
descriptive information.

20. SAMPLING PLAN
1.Sampling Unit
The following is my sampling units:
• Government Officials
• PDS owners
• PDS Consumers
• Consumers
• Chakki Owners
• Doctors
• Provision store owners

21. SAMPLING PLAN
2. Sample Size:
For a comprehensive study of the research
topic and for the achievement of my primary
and secondary objectives I intend to sample
more than or equal to 250 respondents

22. SAMPLING PLAN
3.Sampling Method
CHAKKI OWNERS/ PROVISION STORE OWNERS
• Cluster sampling can be used for the determination of
the sample size.
• Under this method, certain blocks and clusters of
higher concentration are selected for complete inquiry.
Clusters and not individual elements are selected but
all elements in a selected cluster are studied.

23. SAMPLING PLAN
DOCTORS
• Judgmental sampling method can be used here.
Under this method, items for the sample are
selected generally on certain pre-determined criteria.
• The fixation of criteria and deliberate choice of
sampling units may bring personal element and
introduce bias

24. SAMPLING PLAN
CONSUMERS
• Convenient and simple random sampling can be used
here. Convenience sampling is a non-probability
sampling technique where subjects are selected
because of their convenient accessibility and
proximity to the researcher.
• A simple random sample is selected so that all
samples of the same size have an equal chance of
being selected from the entire population

25. RESEARCH INSTRUMENTS
• 1) Questionnaire: This is by far the most common
instrument whether administered in person, by
phone or online.
• Questionnaire means a ready list of questions on a
sheet of paper, arranged in a proper or a logical
sequence. Generally the questions are self
explanatory.

26. RESEARCH INSTRUMENTS
• 2) Mechanical Instruments: Although questionnaire
are the most commonly used research instruments,
mechanical instruments are also used in some cases
this monitor consumer behaviour, such as super
market scanners and people meters.

27. Impact And Outcome
• The Gujarat Roller Flour Millers Association decided to shake
hands with the Government to raise the overall health of the
state as it has high number of malnourished children and
lactating women
The following seminars were organized
• A seminar on "Fortification of wheat flour" was organized at
Entrepreneurship Development Institute of India, Ahmedabad
on January 16th, 1999
• the Gujarat Roller Flour Millers attended a seminar organized
by I.L.S.I. with G.C.C.I, & Micronutrient Initiative-Canada on
the importance of Fortifying Atta with Iron. This was held at
Hotel Fortune Landmark, Ahmedabad on November 16th,
2002

28. Impact And Outcome
• On February 2005, association held another seminar
on "Fortification of Wheat Atta" chaired by the Food
Secretary
• An orientation program for Atta Fortification was
held at Harihar Commercial Corporation on
December 25th, 2005 to show the Millers the
process of how Fortification of Atta is to be done

29. Implementation And Time Frame
PHASE-I
• With series of informative Seminars mentioned
above, the Government of Gujarat invited the Roller
Flour Millers to undertake the program of Atta
Fortification
• It was decided that before Atta Fortification started
under Public Distribution System (PDS), the millers
would on their own Fortify Atta with Iron and Folic
Acid.

30. Implementation And Time Frame
• Shri Narendra Modi announced the intention of
launching Atta Fortified with Iron and Folic Acid in
Gujarat
• The program of Fortified Atta was formally launched
for the first time in the Gujarat on 16 January, 2006

31. Implementation And Time Frame
PHASE-II
• In January 2006, Dr. S.K. Nanda, Principle of Food
and Supplies, Gujarat had a detailed discussion
with the representative of the Gujarat Roller Flour
Miller Association and informed them that the
State Government intends to extend the scope of
fortification to organized Chakki Sector
• Government should make a plan to advertise the
fortified Atta so that the end consumer can benefit
from the scheme

32. Implementation And Time Frame
• Educate the Chakki owners and operators about the
technicalities of the process and testing of the
quality
• A Chakki Atta Plant meeting was convened by District
Supply Officer, Ahmedabad on the March 4th, 2006
where the Chakki owners were briefed about the
success of the fortification scheme in the Flour
Milling Sector (First Phase)

33. Implementation And Time Frame
PHASE-III
• The state Government has made efforts that even
the Nookad Chakki (small scale wheat grinding units
situated in different parts of every city/village)
• The Government showed interest to promote the
fortification plan in the Nookad Chakki sector