Kolkata: Milk is an important component of Indian balanced diets for its significance in overall nourishment. Amid growing conversations around quality and hygiene, Aashirvaad Select Milk is taking a proactive step to help children understand the importance of quality milk in supporting their nutrition, growth and development.
Marking Nutrition Month, the brand has launched a city-wide school outreach initiative in Kolkata, centered around its unique Everyday Quality Report Card that seeks to make milk quality more transparent and easier for consumers to understand. From collection to packaging, Aashirvaad Select Milk is assessed against 26+ quality parameters as part of its 5 Stage Quality Check, enabling consumers to validate the quality of their milk through the daily report.
Through expert-led interactive sessions, the campaign makes nutrition education simple, engaging, and relevant to everyday life encouraging students to make informed dietary choices early in life, shaping a better tomorrow. The Report Card gives students a closer look at milk’s grass-to-glass journey and the rigorous quality testing processes involved in maintaining consistent quality and ensuring hygiene standards in every packet of milk. The initiative reflects the brand’s efforts to build awareness from the ground up, helping empower the future generation to make conscious choices about the milk they consume.
Speaking about the initiative, Dr. Shantanu Das, Head – Food Sciences, ITC Ltd, said, “Nutrition education is most effective when children can connect it with the choices they make every day. With its high-quality protein, calcium and other micronutrients content, it is a valued part of our diets. Through this initiative, we aim to encourage positive habits early and help young learners make milk as one of the naturally smart choices to support a balanced diet. We hope these lessons inspire meaningful conversations on nutrition within families.”
As the first phase, the workshops are being conducted across 20 schools in Kolkata, reaching over 4,000 students creating awareness about adopting balanced nutrition and understanding the importance of better milk quality in their diets. To carry the learnings beyond the classroom, students received take-home materials to encourage continued conversations about quality nutrition choices within their families. ITC aims to progressively expand this initiative across West Bengal, Bihar, and Jharkhand, extending its reach and impact to more children and communities across the region.
