Through The Protein Week 2019 (celebrated annually between July 24 and 30), Danone India, Arogya World India Trust and InBody aim to sensitise 1,00,000 working Indians through workshops on nutrition by experts and free muscle-health assessment at various corporates in India.
They are on a mission to raise awareness around muscle health by positively changing attitudes and practices around consumption of protein rich diets and an active lifestyle.
The objective of the Protein Week initiative is to create mass awareness around the role of protein for healthy muscles, as protein deficiency continues to remain a major challenge in India. As per a study by IMRB in 2017, over 70 percent of Indians are protein deficient, and 93 percent of Indians are unaware of their ideal protein requirement.
A study by InBody & IPSOS in 2018 stated that over 70 percent of working Indians had poor muscle health. Hence, there was an urgent need to raise awareness around the role of protein for healthy muscles among the working population.
Healthy muscles also play an important role in the prevention of diseases and as per a 2008 report by ASSOCHAM (the Associated Chambers of Commerce and Industry), the formal sector of India can save up to $20 billion every year through a one percent reduction in absenteeism due to ill health.
In the run up to The Protein Week 2019, 40,000 working Indians had already been sensitised across various corporates in Noida, Hyderabad and Bengaluru, and the programme aims to reach 100,000 individuals across multiple cities by September 2019.
The initial findings of the first phase showed that at least six out of 10 Indian working professionals have protein deficiency and score low on poor muscle health.
According to Himanshu Bakshi, managing director, Danone India, “Nutrition among adults has been a neglected area with limited initiatives to sensitise this population on the need for proper nutrition.”
“Danone, through its brand Protinex, has been leading conversations around protein and its role in improving muscle health and promoting an active lifestyle so people don’t miss out on key moments of life,” he added.
“Initiatives like The Protein Week and our partnership with Arogya and InBody will further help to drive awareness about muscle health among corporate India, who are most affected by poor muscle health due to sedentary lifestyle and imbalanced meals. With a mission to bring health through food, Danone is committed to address local nutritional needs, protein being one of them,” Bakshi said.
Sumathi Rao, country manager, Arogya World, said, “Employees today in India have poor protein intake which is not only affecting their professional lives but also their personal lives.”
“Arogya World India Trust is glad to be a part of The Protein Week initiative by Danone, which aims to sensitise corporate India on the need for the right nutrition and its impact on their daily lives. It is important to create awareness around protein and muscle health so that people can take steps towards a healthy lifestyle,” she added.
Present at the event, Kenneth Cha, managing director, InBody India, said, “We are happy with our association with Danone for The Protein Week, which is a unique initiative focussing on the importance of protein for good muscle health.”
“The conversation moves beyond gyms and sports and will be brought to mainstream by making it relevant for every person who wants to lead a healthy lifestyle,” he added.
“Data generated during The Protein Week shows that 64 percent of the Indian workforce has low or poor muscle health. This is an area of concern when compared to most of the developed countries of the world, and this partnership is committed to address this nutritional deficiency,” Cha said.
