While the Government of Bangladesh has prioritized food fortification in its 8th Five-Year Plan, the retail success of fortified rice, branded as 'Pushti Chal', depends on overcoming deep-seated consumer preferences. Currently, the market is dominated by highly polished white rice, which consumers associate with social status, despite the loss of essential nutrients during the milling process. The research by Innovision shows that while average daily consumption is high at 500 grams per capita, knowledge of "fortification" remains low, even among households already consuming iodized salt or fortified oil.
The proposed retail market strategy moves away from trying to replace the traditional daily staple. Instead, Innovision recommends positioning fortified rice as a "specialty product" that can co-exist in the household alongside regular varieties. The primary marketing objective is to "Generate Trial," focusing on entering as many households as possible through low-volume introductory packs rather than targeting high-value repeat customers initially.
By providing a "pitching deck" that includes financial modeling and proof of concept, Innovision aims to lower the barrier for private sector actors to invest in rice fortification, ultimately making essential micronutrients accessible to all.
Read the full report here: Link
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