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September 03, 2021 Friday 09:36:46 AM IST

Indian Families Worried Over Digestive Health Issues: Survey

Aashirvaad Atta with Multigrains, a value-added atta variant from India’s No.1 packaged atta brand, Aashirvaad, recently commissioned ‘A Survey on Digestive Health’ of Indian families, ahead of World Digestive Health Day on 29th May, 2021. Momspresso, India’s leading platform for mums, conducted the study for the brand by surveying 538 mothers, aged 25-45 years across Delhi, Mumbai, Kolkata, Bengaluru, Hyderabad, and Chennai. This sample constituted working mothers, including businesswomen, entrepreneurs, those employed, and home-makers alike.

The survey results revealed consumers’ lifestyle and eating habits. The findings suggest that 77% Indian mothers consider digestive health to be extremely important while 56% mothers think their families suffer from digestive health issues. The study found that more than 50% Indian families report suffering from 2-3 digestive health issues. Gas, Acidity, and Indigestion were found to be amongst the top 3 issues as more than 50% respondents reported suffering from at least one of these three.

More than 50% think that digestive health has an impact on weight management, energy levels, and the experience leads to abnormal bowel movement amongst others. 40% consider their family and their own gut health as ‘Poor’ while husband followed by in-laws/parents and self as most affected, respectively. Factors that contribute to gut health include lifestyle and dietary choices. Irregular sleep cycle, consumption of spicy, oily, or fried food, low water intake and 1.5 times/week being the average frequency of physical exercise amongst others were reported as common lifestyle patterns. More than 70% highlighted that they resorted to home remedies and improving daily eating habits as a measure to tackle digestive health issues.

 Enriching one’s diet with fibre rich food such as wheat based products, cereals, fruits, leafy vegetables, etc. can aid digestion and it can also relieve bowel issues, provide energy and promote a sense of satiety, thereby enabling weight management.

 Speaking about this initiative, Ganesh Kumar Sundararaman, SBU Chief Executive – Staples, Snacks and Meals, Foods Division, ITC Ltd. said, “Digestive health issues can impact one’s quality of life. But they can be managed by introducing changes in eating habits.

To bring consumer attention towards significance of a good digestive health system, Aashirvaad Atta with Multigrains has activated communication across multiple mediums. By empaneling subject matter experts, the brand will help consumers check their DQ (Digestive Quotient) by logging into http://happytummy.aashirvaad.com/ and also seek advice