NEW DELHI: With anaemia continuing to affect nearly one in two adolescent girls and women despite long-running supplementation programmes, the Indian Council of Medical Research (ICMR) and the Gates Foundation have launched a Rs. 1-crore Grand Challenge to develop attractive, iron-rich food products that women would be willing to consume every day.The initiative seeks proposals to develop affordable, nutrient-dense foods for adolescent girls and women of reproductive age, shifting the focus from conventional supplementation towards products that are more appealing, convenient and aligned with consumer preferences. The programme is open to researchers, startups, food companies and non-profit organisations, with grants of up to Rs. 1 crore available for prototype development over one year.According to the document, anaemia affects around 50% of adolescent girls and women of reproductive age in India. Despite years of iron-folic acid supplementation programmes, the burden remains high because of poor adherence, concerns over side effects, social stigma around medicines, supply-chain challenges and low awareness.Recognising that food choices are often driven by taste, convenience and social norms, the challenge calls for development of products that are “aspirational” rather than medicinal. Suggested formats include fortified snacks, bars, chikkis, savoury bites, beverages, gummies, chewables and other convenient food products capable of delivering iron while fitting naturally into daily consumption habits.The programme seeks products capable of delivering about 4-5 mg of iron per serving while ensuring affordability, consumer acceptability and scalability across diverse Indian settings. Developers have also been encouraged to use regionally relevant ingredients and flavours and incorporate strategies that improve iron absorption.ICMR said successful products could eventually be integrated into schools, community programmes, Anganwadi networks and commercial retail channels, supporting national efforts such as Anaemia Mukt Bharat.The initiative is open to academic institutions, food industry partners, startups and non-profit organisations, with collaborations between nutrition scientists, behavioural experts and industry strongly encouraged. Applications are open until July 3.