BWI: Traditional Besan goes Digital for Health Among Indians

Press release from Business Wire India
Source: Rajdhani Besan
Wednesday, December 01, 2010 10:45 AM IST (05:15 AM GMT)
Editors: General: Consumer interest, Food & drink, People, Social issues; Business; Healthcare
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Traditional Besan goes Digital for Health Among Indians


New Delhi, Delhi, India, Wednesday, December 01, 2010 -- (Business Wire India) -- Rajdhani Besan (of Rajdhani Flour Mills) has launched a digital initiative at http://fitho.in/rajdhanibesan to promote health among Indians. This is a unique initiative, since besan is a traditional food product, and this is the first fully digital campaign by any besan brand, to promote health benefits of Besan among Indians, solely through a digital medium.

Indians are at a high risk of diabetes & heart disease, along with growing obesity rates. Besan is a lower calorie food, cholesterol free & diabetes friendly. Research shows that besan has women specific health- it can help relieve post menopausal symptoms & prevent breast cancer. Read more health benefits of Besan at http://fitho.in/rajdhanibesan/health-benefits/

To promote health awareness among Indians, Rajdhani Besan is launching a healthy recipe contest which promotes healthy cooking in Indian homes. More information on the healthy recipe contest at: http://fitho.in/rajdhanibesan/recipe-contest/

Mr. Chetan Jain, Director of Rajdhani Besan says "We believe that Besan is great for health & we want to promote its health benefits. We also believe that healthy living starts at home, and to promote being healthy, we are launching this healthy recipe contest"

The launch of this digital initiative also shows the company's belief in the increasing presence of Indian women on the internet. Mr. Chetan Jain, Director of Rajdhani Besan says "As Indian women are increasingly using the internet, we must be present in the digital space. So, we launched a digital initiative to increase our online presence and to create brand engagement through online, social media and other tools."

About Rajdhani Besan

Rajdhani Besan is a brand of the Rajdhani Flour Mills (Rajdhani Group). Rajdhani Besan is now recommended by the Heart Care Foundation of India for its purity and health benefits.


CONTACT DETAILS
Mr. Chetan Jain, Director, Rajdhani Besan, rajdhani@rajdhanigroup.com

KEYWORDS
CONSUMER, FOOD, PEOPLE, SOCIAL, BUSINESS, HEALTHCARE

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