Centrum launches Knowtrition campaign for micronutrient awareness

MUMBAI: Feeling a little off-colour? The missing piece could be on your plate. As India marks National Nutrition Week from September 1 to 7, Haleon’s multivitamin brand Centrum has launched its Knowtrition Campaign, aimed at helping consumers understand whether their diets are providing enough essential vitamins and minerals.

The campaign focuses on symptoms such as fatigue, low energy, weakened immunity, muscle weakness and brittle nails, which can sometimes be associated with micronutrient deficiencies but are easily brushed aside as everyday niggles. Centrum is using the week to push a simple message: understanding nutritional gaps early could help people make more informed choices about their health.

As part of the initiative, Knowtrition kiosks have been set up to offer consumers Vitastiq assessments, described as a non-invasive and painless screening tool that provides an indicative view of potential micronutrient gaps. The assessment covers essential vitamins and minerals and also highlights their natural dietary sources, giving consumers a clearer picture of where nutrition fits into everyday health.

The numbers behind the conversation are significant. Centrum cites studies indicating that 8 out of 10 Indians suffer from some form of micronutrient deficiency. Deepali Agarwal, Head – Wellness & OTC, Haleon ISC, said the campaign is intended to turn health awareness into action by helping consumers understand what their bodies need rather than waiting for deficiencies to affect everyday wellbeing.

But the kiosks are not just about getting a reading and moving on. Qualified nutritionists and health experts will help consumers interpret their assessment results and understand their nutritional requirements, while interactive experiences are designed to make the science around multivitamins and nutraceuticals easier to connect with.

The campaign also places the emphasis on micronutrient sufficiency, linking adequate nutrition with energy, immunity and normal body function. Centrum says the broader aim is to improve health and nutrition literacy and encourage people to make more informed dietary and lifestyle choices.

The company, however, stresses that the Vitastiq assessment offers indicative nutritional insights, rather than a medical diagnosis. Any specific health concern, persistent symptom or medical condition should be assessed by a qualified healthcare professional.

With Knowtrition, Centrum is effectively trying to move the nutrition conversation from “I probably eat well” to “Do I actually get what my body needs?” making National Nutrition Week less about what is on the menu and more about what may be missing from it.