Indian consumers, on an average, consume 10 grams of salt per day, which is double the World Health Organization's (WHO) recommendation of a maximum of five grams per day. The high salt consumption in the country is mostly because of the preference for spicy food, such as pickles, which have high salt content that serves as a preservative. This trend is ongoing, despite several measures launched in the recent years, to create public awareness about the ill effects of consuming excess salt. However, the shift of the population from rural to urban areas has led to an increase in the consumption of salts, such as mineral salts, largely followed by the product know-how and the benefits. The popularity of mineral salts is excessively linked with the way in which the consumers are connected to social media, where the prevalence of internet as a medium has led the first-world trends to witness a rapid development in India, over the past few years.

The bakery and confectionery segment witnessed a growing trend over the past few years, mostly in relation to high nutrient value and affordability, and as items of huge consumption. A rapid increase in the population, rising foreign influence, and fluctuating eating habits of the people have significantly contributed to the growth trajectory of the bakery industry. With regard to bakery products, consumers are demanding newer options, and the industry has been experiencing fortification of bakery products, inclusive of SRI, in order to satiate the burgeoning appetite of health-conscious Indians.