Chennai: More than 50 per cent of women in urban India are anemic and the country ranks the highest in world for prevalence of anemia among women, according to reports.
To create awareness of how iron ornaments can help, jewellers in Chennai have extended their support to a novel campaign ‘Project Streedhan’.
The campaign attempts to equate the importance of purity of gold – a precious metal – with that of the iron count in a woman’s body – another precious metal.
The launch of ‘Project Streedhan’ has been strategically timed to coincide with the Dhanteras festival of 2019 and exhorts women to invest in iron and not only gold. Given that the key cause of anaemia in women is iron deficiency, brought about by lack of balanced diet and nutrition, ‘Project Streedhan’ exhorts women to give the same importance to iron as to gold, and to invest in it by improving their nutritional habits, eating healthy iron-rich foods, thus reducing iron deficiency in their bodies, said a press release.
Expressing support, NAC Jewellers director Anandha Ramanujam said, “While it may sound strange that jewellers are asking women to invest in iron, we thought it was an important message to support. ‘Project Streedhan’ is an excellent initiative that seeks to inspire women to invest in their real wealth-their good health. This festive season, along with gold, we will be spreading the message that women must invest in iron, whose deficiency is the reason why over 50 per cent of women in urban India are anaemic.”