Amway steps up focus on malnutrition with its #FightMalnutrition campaign
Amway India, one of the country’s leading FMCG direct selling companies, today announced the launch of #FightMalnutrition campaign commemorating the National Nutrition Week 2021. Leveraging this year’s theme – feed smart from start, the campaign will draw on Amway’s globally renowned Power of 5 programme to drive awareness about malnutrition in children under 5 years of age.
In the recent National Family Health Survey, approximately 80% of India’s states and Union Territories have recorded an alarming rise in childhood malnutrition. Moreover, over 68% of children die in India due to malnutrition*. To highlight the severity of the scenario, Amway India, through #FightMalnutrition, is encouraging its direct sellers, retailers, and employees to take a pledge and support its Power of 5 initiative. The campaign entails- For every pledge taken on social media, Amway India will add one child to its nutrition programme.
Commenting on the initiative, Anshu Budhraja, CEO, Amway India said, “As per latest report**, food insecurity, accelerated by economic distress and mid-day meal services getting disrupted during the pandemic has worsened malnutrition status in India. Amway has always been committed to support the community by coming forward in the face of adversity. In India, we had introduced the ‘Power of Five’, a community-based global campaign to address childhood malnutrition. Leveraging on our global expertise in health and nutrition, the programme supported by Amway Global has been a huge success, which has inspired us to further expand the programme benefitting over 60,000 people including children, their mothers and caregivers.”
He further added, “In line with our core philosophy of helping people live better, healthier lives, through #FightMalnutrition, our endeavor is to urge our employees, 5.5 lakh direct sellers and retailers to come forward and pledge, thereby driving meaningful conversations on the challenges around malnutrition in our country. With our consistent interventions and collaborative efforts, I foresee this becoming a significant movement of driving behavioral change, helping children become healthier adults.”
Aligned with the Government of India’s National Nutrition Mission, Amway had introduced its globally acclaimed campaign, Power of 5, in India to raise awareness on childhood malnutrition. The campaign targeted mothers and caregivers of children under the age of 5 with grassroots nutritional education programmes. Building on the success of the pilot project in Kirari village, Delhi, Amway India with the support of Amway Global launched the second phase of the project with SRF Foundation in Nuh district, Haryana. The two-year programme will support and benefit over 60,000, people including 25,000 children in the age group of 0-5 years, across 42 villages.
On the occasion, Dr. Reddy, Director SRF Foundation stated, “It is our privilege to partner with Amway India in their #Fight Malnutrition Power of Five initiative. SRF Foundation through its various programmes has been working towards bringing a positive change in the community, and education has been our focus area. A strong foundation in the early years will create keen and enthusiastic learners who will strive towards better choices and opportunities in their lives. To support the cognitive development of the children, good health and nutrition are key essentials. The ‘Power of 5’ programme focuses on spreading awareness on nutrition and its importance amongst mothers and caregivers to prevent malnutrition in children. The Amway Power of Five programme in partnership with the SRF Foundation is a union of expertise, passion, commitment and experience facilitating a wholesome healthy development in the crucial years of a child’s life.