Jindal Rice Mills has launched Nourifyme, a new consumer brand offering a range of fortified Rice, fortified Basmati rice, and fortified wheat atta (flour). White Spoon Fortified Basmati Rice, developed by Anand Agro Industries, was also launched alongside Nourifyme.

These launches happened in Chandigarh at an event on “Unlocking Market Potential: Advancing Fortified Rice in Punjab” recently. Nourifyme’s strong collaboration with global non profit TechnoServe, which leads the Millers for Nutrition – Asia program, was also showcased at the event, according to a release.

 Tarunpreet Singh Sond, Minister of Industry & Commerce, Rural Development & Panchayats, Tourism and Cultural Affairs, Investment Promotion, Hospitality, and Labour, Government of Punjab, in his keynote address emphasised the government’s commitment to food fortification as a national priority.

Fight against malnutrition

Shubham Mishra, Food Fortification Manager, Millers for Nutrition India, reiterated the importance of joint action. “India’s fight against malnutrition needs both scale and innovation. It’s partnerships like this—between committed entrepreneurs and enabling institutions—that make change possible,” he said.

The Nourifyme range is to be made available through key retail and distribution channels, with plans to expand across northern and eastern India in the coming quarters, with aims to position itself as a trusted household brand for fortified staples.

Published on June 11, 2025