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Amway India, the country’s largest direct-selling FMCG company, has launched a ‘Protein 4 Children’ campaign, which focuses on the fact that the protein requirement of children almost doubles up between the age group of 5 to 12 years to support vital growth and the requirement increases further when they reach adolescence.

As per a recent study published in the Indian Medical Gazette, protein is a major concern in India with more than 80% Indian diets being deficient in protein. Another article published in the Journal of Family Medicine and Primary Care reveals that around 50% children in India are protein-deficient.

As a part of the campaign, Amway is launching a series of initiatives to support and educate Amway direct sellers as well as preferred customers across the country on the need of protein supplement among children.

The company has also launched a protein calculator app that helps in assessing approximate protein intake, making it easier to identify the gaps, if any. Amway has introduced a series of trivia, ‘Did you know’, with interesting factoids on social media, to improve knowledge on the need for protein among children. Besides this, Amway has created fun and tasty recipes, in association with leading nutritionists that can be easily prepared using the Nutrilite All Plant Protein Powder.

Talking about the market potential, Sundip Shah, Chief Marketing Officer, Amway India, said, “The campaign is based on the findings presented by the Journal of Family Medicine and Primary Care that around 50% children in India are protein-deficient and targeted at mothers who bear the prime responsibility of nutrition and health of children in our country. With this campaign, we aim to reinforce the importance of protein for children in their growth years. If the required amount of protein is not available from the regular diet then supplementation must be considered.”

Commenting on the need for protein among Children, Ajay Khanna, Category Head, Nutrition & Wellness, Amway India, said, “We all are aware that children are picky about their food choices, thus ensuring proper intake of nutrition becomes a huge challenge for mothers. Our effort is to make protein consumption simple and attractive for kids by showing ways to add the same to things they love to consume on a daily basis.”