Kwality Limited/Kwality Dairy: Making Vitamin D A Part of Children's Timetable

Kwality Dairy, an Indian company that processes and handles dairy products, tackled the problem of vitamin D deficiency among Indian children through a campaign centred around school assemblies.

Summary

Vitamin D is probably the easiest nutrient to acquire, since it is automatically synthesized in the body on exposure to sunlight. So it was very surprising that a sunrich country like India was severely deficient in this essential nutrient.

The key challenge was Indian society's instinct to treat the sun as an enemy. With rapid urbanization, even typically outdoor activities were moving indoors, and the most abundant source of Vitamin D was being abandoned. Kwality Dairy, a children's nutrition brand, wanted to address this deficiency by creating a movement that could regiment vitamin rich sunlight in the lives of...

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