Food as pharma: marketing nutraceuticals to India’s rural poor

by Alice Street
Critical Public Health, Volume 25, Issue 3, 2015, pp.361-372

13 pp. 185 kB:
http://www.tandfonline.com/doi/pdf/10.1080/09581596.2014.966652CCPHcover 1..2

This commentary sketches out the politics of the expansion of affordable, fast-moving nutraceutical products into rural India, with a focus on fortified foods and beverages. It examines the relationships between industry, government and humanitarian organisations that are being forged alongside the development of markets for nutraceuticals; the production of evidence and the harnessing of science to support nutraceutical companies’ claims; the ways in which nutraceuticals are being marketed and distributed in rural areas; and the concepts of health and well-being that are being promulgated through those marketing campaigns.

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