Ahead of World Iron Deficiency Day, Danone in India announces ‘IRON UP!’
Varahi media.com online news,India,30 November 2025:On the eve of World Iron Deficiency Day, Danone India today announced ‘IRON UP!’, a bold, country-wide initiative to tackle one of India’s biggest public health challenges – Iron Deficiency Anaemia (IDA).
With 67% of children (6–59 months) and a majority of women affected (NFHS-5 & The Lancet), Danone is shifting the focus from late-stage treatment to early detection and prevention.
Key pillars of ‘IRON UP!’
- 8 lakh+ free iron screenings already conducted for children using painless, non-invasive digital technology at schools, hospitals and community centres
- IDA Pledge Campaign: Thousands of doctors & healthcare professionals committing to early diagnosis and awareness
- ‘Disappeared Red’ digital campaign – powerful storytelling to reach 25+ million people, showing how iron deficiency silently “steals” energy, focus and productivity
- On-ground awareness & screening camps in schools and communities, specially targeting children and women
- Partnerships with government & NGOs in aspirational districts to strengthen Anaemia Mukt Bharat
Mr Shashi Ranjan, Managing Director, Danone India, said: “Iron deficiency is not just a health statistic – it robs children of their potential and women of their strength. Through ‘IRON UP!’, we want every parent, teacher and doctor to act early. Simple nutritional choices and early screening can change lives. We are proud to support the government’s Anaemia Mukt Bharat mission and take this fight to every corner of the country.”
With ‘IRON UP!’, Danone India is turning awareness into action, detection into prevention, and commitment into lasting change – one stronger India at a time.
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