Mumbai: In recognition of World Vitamin D Day, Tata Tea Gold VitaCare, a brand under Tata Consumer Products, has launched a groundbreaking campaign to raise awareness about the widespread issue of vitamin D deficiency in India. According to a 2021 study published in the Journal of Nutritional Science, an alarming 70% of the Indian population suffers from vitamin D deficiency, with vitamin B12 deficiency affecting approximately 53%. This highlights a pressing health concern that spans various age groups and regions.
The campaign comes at a crucial time, particularly for urban residents whose indoor lifestyles limit sun exposure, significantly reducing natural vitamin D synthesis. With high deficiency rates among adults, there is an urgent need for accessible wellness solutions.
Tata Tea Gold VitaCare aims to address this gap by offering a delicious and convenient way to enhance daily vitamin intake. Each serving of Tata Tea Gold VitaCare provides 30% of the daily requirement for four essential vitamins: D, B12, B6, and B9. Vitamin D supports bone health, B6 helps reduce fatigue, B12 contributes to energy metabolism, and B9 plays a role in normal blood formation.
Puneet Das, President of Packaged Beverages for India & South Asia at Tata Consumer Products, commented, “With Tata Tea Gold VitaCare, we offer consumers a convenient way to incorporate vital vitamins into their daily routine. Our commitment to innovation drives us to provide accessible, wellness-focused beverage options that enhance the consumer experience.”
This awareness-driven initiative features an innovative acrylic mirror insert in print media, complemented by a digital AR filter, the “Face Test,” designed to engage consumers interactively. These elements not only promote awareness of vitamin D deficiency but also encourage individuals to reflect on their own vitamin intake.
Tata Tea Gold VitaCare’s campaign is a significant step towards fostering a culture of wellness, making it easier for consumers to make informed health choices while enjoying their daily tea.
