Scaling Up Edible Oil Fortification in Madhya Pradesh: Lessons from the Field.

ABSTRACT

Objectives: Showcasing Soybean oil fortification with Vitamin A and D as a demonstration project in Madhya Pradesh (MP), a state with worst nutritional indicators in India. Methods: A program cycle approach was followed for selection of state, fortifiable vehicle, micronutrient and delivery channel. Results: Soyabean oil was identified as a fortifiable vehicle as MP is soybean oil producing state with 94% household penetration and Industry having necessary infrastructure. Knowledge on fortification process and lack of awareness among consumers/ key stakeholders (KS) were the gap areas. Soybean oil fortification was launched by 12 millers in June in the open market with technical and part financial support from GAIN. With four months of launch, 4 new partners have joined in, increased investment from Industry partners on communication, capacity building was observed. 73% of the branded oil is being fortified and 18.4 million consumers are being reached monthly. 16-20% growth in fortified oil sales was observed. Soyabean oil fortification was found to be cost effective (Vitamin A and D premix Sale price of oil = 1/1000). Social marketing campaign is creating demand. Advocacy efforts led to state food fortification alliance formation which is advocating for mandatory fortification of oil and usage of proven interventions in public funded programs. The reason for quick scale up is capacity building of industry, KS analysis and management, usage of pretested marketing campaigning, fortification logo, advocacy and monitoring plan. Conclusions: Soya bean oil fortfication was found to be a viable complementary strategy to address vitamin A and D deficiency.