NEW DELHI: The Indian Council of Medical Research’s National Institute of Epidemiology (ICMR-NIE) has launched a new initiative aimed at reducing India’s salt consumption, after research revealed that average daily intake in both urban and rural areas exceeds the World Health Organisation’s (WHO) recommended limit of 5 grams per day.The average salt intake in urban India stands at 9.2 grams per day, while rural India averages 5.6 grams, both well above the global health standard. “Excess sodium intake significantly increases the risk of hypertension, stroke, heart disease, and kidney disorders, making salt reduction a national priority,” said Dr Sharan Murali, Principal Investigator of the study at ICMR-NIE.To tackle the issue, ICMR-NIE has rolled out a three-year intervention project in Punjab and Telangana. The initiative aims to assess whether structured salt reduction counselling, delivered by health workers at Health and Wellness Centres, can help reduce blood pressure and sodium consumption in individuals with hypertension.Currently in its first year, the project is focusing on baseline assessments. Dr Murali stressed the importance of co-creating the counselling material with community health workers: “It’s not just about delivering health education—it’s about listening, understanding, and building together.”The study also found that low-sodium salt substitutes—where sodium chloride is partially replaced with potassium or magnesium—can lower blood pressure by 7/4 mmHg on average. However, a market survey in Chennai showed that low-sodium salt was available in just 28% of retail outlets and was priced at more than double the cost of regular salt, indicating both awareness and access gaps.To build momentum, ICMR-NIE has launched the #PinchForAChange campaign on Twitter and LinkedIn, aiming to raise public awareness using infographics and simple messages.“This is not just about reducing salt,” said Dr Murali. “It’s about restoring balance in our diets, our systems, and our hearts—one pinch at a time.”