, which intends to cater to the BOP segment through a health proposition, recently rolled out a contact program around the issues of nutrition and healthy families, across various villages of Madhya Pradesh and Bihar. This initiative comes in the face of critical challenges that India faces, in eradicating micronutrient deficiency. India has over 200 million undernourished people, the largest in any one country. More than 1/3rd of men and women suffer from chronic nutritional deficiencies. Brooke Bond Sehatmand is a step forward in providing the masses a means to better health.
Brooke Bond Sehatmand, a tea with vitamins, is taking the lead with its Sehatmand Parivaar, Sehatmand Bharat awareness campaign aimed at educating consumers on the health benefits of vitamins in particular and nutrition in general.
The campaign is targeting rural communities in villages of Madhya Pradesh and Bihar between May to July 2010, in an intensive and attractive manner utilizing various interpersonal and edutainment methods.
A group of promoters or ´Ambassadors of good health‘ as they are called, interacted with women in Vidisha, Gyaraspur, Basoda, Kurwai, Sironj, Lateri, Harsud, Harsud, Timarni, Ujjain, Badnagar, Ghatiya, Mahidpur, Nagda, Nateran and Khirkiya in Madhya Pradesh and Sarairanjan, Dalsinghsarai, Patori, Mohiuddinagar, Bibhutpur, Raxaul, Bagaha, Paharpur, Areraj, Banjaria, Dawath, Bikramganj, Nokha, Bankatwa, Chiraia, Barauni, Dhaka, Ghorasahan, Bagaha and Jogapatti in Bihar through Mohalla contacts and explained to them the importance of vitamins and how a small change in their daily tea drinking habit could prove beneficial to them. During the campaign, parents and caregivers were encouraged to play games like the jigsaw puzzle and decibel meter and gratified the winners with packs of Brooke Bond Sehatmand. The Sehatmand Promoters took help of flip chart stories and vitamin posters to empower them to combat Micro Nutrient Deficiency through education on health and nutrition.
After educating these women, they handed them calendars and booklets and advised them to visit neighboring households and explain to other families the importance of vitamins in their daily life.
These promoters also interacted with retailers in the vicinity and explained to them the Abhiyaan- ´Sehatmand Parivaar Sehatmand Bharat‘ and about Brooke Bond Sehatmand. The intention behind educating retailers was to ensure that they could explain to consumers the importance of vitamins in tea.
Building up the excitement in village and to ensure full participation from the crowds assembled, a film was screened in the evening to educate the masses about vitamins and how important it was for people to be healthy and to ensure that their village in turn is also healthy. They also explained through a film the important foods to be consumed on a daily basis; however, since it is not always economical to ensure a healthy diet, they were also told about the benefits of “Brooke Bond Sehatmandâ€- A tea with the goodness of vitamins and how a small change in a person‘s daily habit of tea drinking could ensure the family remains healthy as 3 cups of Brooke Bond Sehatmand could ensure 50% RDA of the required B vitamin.
They also encouraged people to promote the campaign against malnutrition to ensure that people are aware of the importance of vitamins and how vitamins can prove beneficial for the health of their families. Brooke Bond Sehatmand is an innovation for the masses, with guaranteed vitamins in each cup, to help every family live a healthier life and help address micro nutrient deficiency.
After four years of extensive research, Brooke Bond Sehatmand was born using a breakthrough coating technology that ensured vitamins in every cup. Three cups of Brook Bond Sehatmand tea ensures 50% RDA of important B vitamin that helps in the proper functioning of the immune system and protects consumers from weakness and common illnesses.
It was evident looking at people across these villages that people seemed to have understood and appreciated the issue and offering, as the promoters prepared to move to the districts of Harda, Narsimhapur, East Nimar, Dewas, Ujjain, Vidisha, Shivpuri, Hoshangabad, Sagar, Damoh, Guna, Gwalior, Ratlam , Neemuch , Betul, Darbhanga, and Madhepura in Madhya Pradesh and Rohtas, Pashchim Champaran, Purba Champaran, Khagaria, Begusarai, and Samastipur in Bihar from the 23rd of June to 14th of August.
The United Nations and other development agencies recognize the importance of adequate nutrition, particularly vitamins and minerals, for the achievement of development goals such as poverty reduction, educational achievement, gender equality, child and maternal health, and helping combat diseases including HIV/AIDS and malaria.
