ISMA initiates a campaign to ensure that ‘Cheeni,’ ‘Sugar,’ and ‘Sakhare’ receive their well-deserved recognition, allowing us to continue savoring the sweetness of India
Bangalore, 18th October 2023 : It’s time to give sugar its well-deserved credit and to transform the discourse around sugar and its consumption, the Indian Sugar Mills Association (ISMA) is proud to announce the launch of its #CheeniSaMeethaIndia campaign. With the objective of nurturing a more equitable and enlightening comprehension of sugar, ISMA aspires to lead you on an expedition through the annals of sugar’s history and its indispensable role in our everyday lives. The first glimpse of the audio visual was released in recently organised ‘The Indian Sugar and Bio-energy Conference’ in the presence of numerous dignitaries from the sugar and allied industries.
ISMA firmly believes it’s time to rediscover the inherent sweetness of sugar and to acknowledge its significance, both from a health and cultural perspective. For years, sugar has been painted as the ‘villain,’ leading many individuals to experience guilt over their sugar consumption. Enjoy sugar in moderation, be responsible to your body and to yourself, lead an active lifestyle and let the goodness of sugar in its various forms fill your life with sweetness.
Aditya Jhunjhunwala, President of the Indian Sugar Mills Association, emphasized the core mission of the #CheeniSaMeethaIndia campaign, remarking, “Our goal with the campaign is to enlighten the masses about sugar’s longstanding role as an integral part of our lives, and it is high time we dispel the negative misconceptions associated with it. By dispelling myths and fostering a balanced perspective, we aim to convey that sugar, when consumed in moderation, can indeed complement a healthy lifestyle.”
The #CheeniSaMeethaIndia campaign is set to feature a range of videos and partnerships aimed at cultivating a more positive and balanced connection with sugar, with a particular focus on adults and working-age individuals. ISMA acknowledges the importance of dispelling misconceptions and concerns surrounding sugar consumption.
The campaign will feature a compelling series of informative videos that delve into the history, significance, and versatile uses of sugar. The overarching objective of the #CheeniSaMeethaIndia campaign is to equip individuals with the knowledge needed to make well-informed decisions regarding their sugar consumption, ultimately nurturing a healthier and more harmonious relationship with this essential ingredient.
Video link- https://www.youtube.com/watch?v=cAzrKlmwXpE
About ISMA(Indian Sugar Mills Association)
ISMA, the Indian Sugar Mills Association, serves as a prominent representative of the sugar industry in India. Since its establishment in 1932, ISMA has acted as a crucial link between the Government and private sugar mills, striving to protect the interests of these mills through growth-oriented policies.
ISMA, India’s oldest industrial association, has been instrumental in the sugar export market since 1957. Working closely with State sugar associations, it addresses mill concerns with the Central Government. ISMA advocates for sugarcane farmers’ well-being, striving to establish growth-oriented policies that protect all stakeholders’ interests.
To enhance the sugar industry, ISMA has undertaken groundbreaking initiatives, such as the first-ever pan-India satellite mapping of sugarcane areas in 14 states, enabling better planning and estimation of sugar production. With a rich legacy, ISMA continues to drive the growth and sustainability of the Indian sugar industry while safeguarding the interests of its stakeholders.