Poultry India launches National ‘Protein Awareness’ Campaign to highlight Protein Deficiency

HYDERABAD, India - Oct. 13, 2015 - PRLog -- Poultry India launches National ‘Protein Awareness’ Campaign to highlight Protein Deficiency in the country

• India houses 194.6 million protein deficient and undernourished people - the highest in the world - and where more than 65 million children under the age of 5 are stunted
• An average Indian consumes approx 37 gms/day, which is nearly half the levels recommended by WHO
• An person must consume at least 0.8 - 1 gm of Protein per kilogram of bodyweight per day
• Low Protein consumption levels causes consequences including hair loss, diabetes, obesity, hypertension, cardiovascular diseases, low IQ, and many other ailments

September 23, 2015, Pune: Poultry India, an advisory body with a unanimous primary mandate of spearheading the ‘Eat Right, Eat Healthy’ educational campaign, today announced the launch of an all-India Protein Awareness Campaign. It is a national initiative to educate people on the vital role proteins play in enhancing day-to-day health, fitness and general wellbeing.

The all-India Protein Awareness Campaign will be conducted in several phases using different tools to promote and educate people on the absolute necessity of proteins. The campaign will include an eclectic choice of communication vehicles like road-shows, open house discussion with parents, teachers and school children in urban and semi-urban areas, town-hall meets with village elders and guardians, etc. Poultry India will also circulate printed material to retail outlets highlighting the importance of protein and what would be the consequences for the lack of its intake.

Commenting at the launch Mr. Harish Garware, Executive Committee member, Poultry India, said: “At 194.6 million, India today houses the highest number of protein deficient and undernourished people in the world, of this a staggering 65 million children under the age of 5 are stunted. Empirical data shows that Indian children are much more malnourished and protein deficient than their poorer counterparts in sub-Saharan Africa.

“Protein cannot be stored. Your body needs it daily. In right quantities. Today, Protein-Energy malnutrition (PEM) in young children is currently the most important nutritional problem that has reached near epidemic status. This often results from consuming food that is low in protein. It was thus imperative that an awareness campaign to help remedy this situation be launched. With this objective we decided to launch the protein awareness ‘Eat Right, Eat Healthy’ campaign,” added Mr. Garware.

International Diabetes Federation (IDF) official estimate of India’s diabetic population was 65.1 million. Indian media reported around 67 million diabetics in India in November 2013. That’s dangerously close to IDF’s 2007 prediction of India’s diabetic population in 2025 touching 69.9 million. It seems we are reaching this unsavoury milestone 10 years too early!

By 2030, India will be home to 1.6 billion people, which means overall demand for food will be much higher. Furthermore, while there are many poor in India (roughly 60% of the population), there are also some very rich people, along with a rapidly rising middle class. Incomes have been rising by 7-8%. Hence there is greater demand not just for more food, but also for better quality food. Little wonder then that the Government of India is closely working with Poultry India team to propagateWorld Egg Day 9th October, 2015. A week-long programme is being organized starting from 3rd October, 2015 onwards and includes essay writing competitions and egg recipe/ cooking competitions for women, teachers, etc. creating awareness on the importance of eggs by distributing pamphlets, brochure, and Recipe Book, etc.

Further highlighting the need of protein in a daily diet and the grim situation that currently exists, Mr. Om Prakash Singh, Core Committee Member, Poultry India, said: “Everybody agrees that protein is good for the body. But very few, including those educated, really know that we require a daily protein intake equivalent to our body weight every day. According to the World Health Organisation (WHO) survey however, Indians consume only 37gms of protein a day which is a mere half of the requisite protein intake that is averaged in the West! The ‘Eat healthy, Eat Right’ campaign is thus aimed at educating people on the goodness of proteins -- from any source vegetarian or non vegetarian -- and the important role proteins plays in supporting day-to-day health, fitness and general wellbeing.”

Read more @ http://www.poultryindia.co.in/news/poultry-india-launches...