A recent ICMR–NIE study reveals that Indians consume nearly double the sodium limit set by WHO, with urban intake particularly high. This escalates risks of hypertension, stroke, heart, and kidney diseases. 

To address this, the NIE has launched a multi-year campaign including pilot studies in Punjab and Telangana, testing low-sodium salt substitutes and raising awareness with the slogan “one pinch at a time”. The initiative targets both dietary behaviour change and product reformulation. 

Health communicators and nutritionists are working with local authorities and food manufacturers to implement these interventions, with hopes of replicating success nationally and reducing NCD burden from excessive sodium intake.