India is grappling with alarmingly high salt consumption, prompting the ICMR’s National Institute of Epidemiology (NIE) to sound the alarm. Average daily salt intake in India already exceeds the WHO-recommended maximum of 5 g/day. Urban residents consume nearly twice this limit—around 9.2 g/day—while even rural populations average 5.6 g/day. This excessive intake contributes to a growing burden of hypertension, stroke, heart disease, and chronic kidney disorders.

In response, the NIE has launched a comprehensive three‑year initiative in Punjab and Telangana. The project includes community-led dietary counselling enhanced by low-sodium salt substitutes (LSS)—where sodium chloride is partially replaced with potassium or magnesium salts—to assess reductions in blood pressure and overall sodium intake among hypertensive individuals.

However, awareness and availability of LSS remain low. A market survey of 300 retail points in Chennai revealed that only 28% carried LSS—with availability as low as 4% in small kiranas, and LSS priced at roughly ₹5.6 per 100 g, compared to ₹2.7 for regular iodised salt. To bridge this gap, ICMR‑NIE has launched the #PinchForAChange campaign, aiming to raise awareness about hidden salt in everyday foods and promote healthier alternatives.

If successful, this program may integrate salt‑reduction counselling into India’s public health system, helping achieve the WHO-aligned target of less than 5 g/day and curbing diet-related chronic diseases—one pinch at a time.