How should one communicate fortification in a consumer friendly language? This project makes an effort to demystify fortification and fortified products for the masses. Food fortification is an alien concept in Indian households even though fortified health drinks have been used in households for over two decades now. Fortified foods like Horlicks and Bournvita are an integral part of Indian kitchens yet fortification as a concept is neither widely known nor acknowledged. The project requires gathering an in-depth understanding of how people perceive their food, where fortification fits into the picture and coming up with a 360-degree communication tool kit to understand fortification.