India

Country Context and Key Challenges

India has one of the world’s largest populations affected by IDA. Childhood anemia is highly prevalent, with approximately 67% of children under five affected nationally, and the burden has remained persistently high in recent years. Young children face multiple risk factors, including low iron stores at birth, inadequate complementary feeding, low iron bioavailability in diets, and a high prevalence of parasitic infections. Dietary patterns with limited diversity and relatively low consumption of iron-rich and iron-fortified foods, often due to commonly practiced vegetarian diets, further contribute to insufficient iron intake.

At the same time, the absence of routine national screening protocols, limited reach of government programs, and low caregiver awareness contribute to delayed detection and the continued high prevalence of anemia. The drivers are multifactorial and include low dietary iron intake, poor iron absorption from predominantly plant-based diets, gaps in access to fortified foods, and broader health factors such as infections and reproductive health needs. Awareness of anemia symptoms, prevention strategies, and the importance of supplementation also remains limited.

In response, IronUp! is focusing on large-scale screening of young children and strengthening caregiver awareness around iron needs, early feeding practices, and nutrition, with the goal of improving early identification of anemia risk and supporting better nutritional outcomes.

Key Country Statistic

67%

Childhood anemia is extremely widespread, with 67% of children under five affected nationally.

The IronUp! Program: Danone's Framework for Action

Iron Up! is the first global program of its kind that is set to positively impact the health of young children around the world at risk of or impacted by IDA.

Under IronUp!, Danone accelerates its decades-long effort across three foundational pillars of increasing awareness of IDA, partnerships to positively impact health and science-based, consumer-centric nutritional solutions. This is reflected in Danone's public commitment to deliver 14 million screenings between 2026 and 2030 and ambition that screening becomes routine for all children as part of effective IDA prevention.

Make – Partner – Serve is Danone’s strategic framework that guides the IronUp! Program.

Make

IDA top-of-mind for all key stakeholders

Partner

For systemic change

With superior, affordable, unique solutions

Serve

IronUp!’s Approach to Make Across India

IronUp! focuses on large-scale screening of young children and strengthening caregiver awareness on iron needs, early feeding, and nutrition. The goal is to improve early identification of anemia risk and support better nutritional outcomes in the targeted districts.

In the two years since Danone India set out to address IDA, the program has scaled up consumer awareness on IDA, ran a major HCP-pledge awareness event, co-produced a state-government-backed film, and are now 50% of the way to their completed screenings KPI goal through the use of non-invasive Hb devices and the Iron Intake Questionnaire (IronQ).

How does IronUp! MAKE IDA Top-of-Mind for All Key Stakeholders?

Screens hundreds of thousands of people yearly (750K Digital Screenings and 60K non-invasive Hb tests to date)
Reaches 25 million people through IDA Consumer Awareness campaigns
Convenes 45K HCP Education participants
Aligns with 20K+ healthcare professionals to commit to IDA prevention (Asia Book of Records Recordbreaker)

IronUp!’s Approach to Partner Across India

The Indian government doesn't need to be sold on IDA — it's already a known problem and maternal health is a national agenda. The real gap is detection, because parents resist finger-pricking for their kids.

Danone positioned the non-invasive Hb device as an easy detection solution and pitched state governments on village-level pre/post impact projects covering both awareness and iron-status improvement.

IronUp! has secured three state-level partnerships so far. Two are live: the Uttar Pradesh (UP) government for 100K children and the Bihar government for 200K children. In Bihar, the model also covers women and pairs screening with iron-fortified food provided through an NGO partner whose doctors visit the villages; UP is currently screening- and awareness-led, with fortified product placement to follow. A third partnership with Maharashtra is in late-stage talks, with awareness work already done.

How does IronUp! Partner with Local Authorities and Key Stakeholders for Systemic Change?

Co-authors expert opinion papers in collaboration with 450 KOLs
Publishes white papers in association with FICCI – Industry body
Initiates government partnerships in Uttar Pradesh, Bihar, and Maharashtra
Collaborates with an NGO advocacy group (Federation of Indian Chambers of Commerce and Industry) to create white papers on IDA in children & women

IronUp!’s Approach to Serve Across India

Danone’s work in India aligns with its global mission of bringing health through food to as many people as possible, with a focus on the early stages of life and on vulnerable populations. In the IDA space, Danone contributes through its specialized nutrition portfolio and scientific engagement in addition to its partnerships with public and civil society actors.