New Tata Tea Gold VitaCare Campaign Shines Light on India’s Vitamin D Deficiency

In a nationwide initiative to address India's critical vitamin deficiency rates, Tata Tea Gold VitaCare, from Tata Consumer Products, has launched a campaign in observance of World Vitamin D Day. The campaign spotlights Vitamin D deficiency, a pressing health issue in India, where an estimated 70 percent of the population suffers from Vitamin D deficiency (VDD) and around 53 percent from Vitamin B12 deficiency, as reported by a 2021 study published in the Journal of Nutritional Science.

Urban areas, in particular, show high deficiency rates due to indoor lifestyles that limit sun exposure, reducing the body’s natural ability to synthesize Vitamin D. Tata Tea Gold VitaCare’s enriched formula with essential vitamins—D, B12, B6, and B9—offers a simple solution, providing 30 percent of the daily recommended intake of these vitamins with just two cups. Each vitamin in the blend supports specific health benefits: Vitamin B6 contributes to reducing tiredness and fatigue, Vitamin D aids in maintaining normal bones, Vitamin B12 supports energy metabolism, and Vitamin B9 contributes to blood formation.

Puneet Das, President - Packaged Beverages, India & South Asia, Tata Consumer Products said, “With Tata Tea Gold VitaCare, we bring consumers a convenient way to consume a part of their daily vitamin intake in their daily routine. We have been leveraging innovations to drive convenient & wellness options in tasty, everyday consumable beverages. This campaign underscores our commitment to making conscious choices accessible, convenient, and delicious, enhancing the consumer experience.”

The campaign also integrates unique, interactive tools for consumer engagement. A first-of-its-kind acrylic Mirror Insert in print media, along with a “Face Test,” feature that encourages consumers to explore the impact of Vitamin D deficiency and assess their wellness needs. These elements bring awareness to vitamin health in a memorable and engaging format.

Through this campaign, Tata Tea Gold VitaCare aims to educate consumers on the importance of daily vitamin intake and promote wellness solutions that are both accessible and enjoyable, marking a proactive step toward improving public health in India.