Nourishing the Next Generation: A Call to Action
Two days ago, I came across a piece of news that stayed with me, and transported me right back to 2020.
But first, the news.
Malnutrition is evolving into a more complex public health crisis which was made even more clear by the recent release of UNICEF’s Child Nutrition Report 2025, titled “Feeding Profit: How Food Environments are Failing Children.”
The Shift from Undernutrition to Obesity
Obesity has now overtaken undernutrition as the dominant form of malnutrition among children, not just due to lack of food, but lack of the right kind of food. This is especially pronounced in low- and middle-income countries like India, which is projected to account for 11% of the world’s obesity burden by 2030.
This sharp rise in childhood obesity goes hand in hand with India’s economic growth. Shelves are stocked with ultra-processed foods high in sugar, salt, and fat sold in attractive packaging, aggressively marketed, and increasingly consumed. These are pushing out fruits, vegetables, and traditional whole grains from our plates.
Even the Economic Survey 2024–25 points to the growing sales of ultra-processed food as a major concern.
The Risk of Losing a Generation
Factors like:
- The rising cost of fresh produce
- A thriving street/fast-food culture
- Sedentary lifestyles among children
… are further accelerating the issue.
While the Government of India has taken steps to promote nutrition and physical activity, we need systemic interventions, urgently.
These could include:
- Stricter food labelling
- Restrictions on marketing unhealthy food to children
- Prohibiting the sale of certain foods in and around schools
- Reevaluating food subsidies that support ultra-processed food production
Without urgent, sustained policy efforts, India could lose its demographic advantage. A generation raised on poor nutrition is a hurdle no economy can afford.
September now sees two seemingly well-intentioned campaigns – Sustainability September and Poshan Maah (National Nutrition Month). But the conversation around nutrition and food literacy seems to have lost its urgency.
We’re surrounded by seductive advertising of junk food, while the basic life skill of cooking from scratch is no longer considered essential.
Are Contests Like ‘Cook a Dream Challenge’ a Glimpse of Hope?
In September 2020, amidst the lockdown, we launched a unique initiative – the Cook a Dream Challenge. A gamified, three-stage cooking competition, it was built around the theme:
Bhavishya Bachaye, Bhagya Banaye (Save the Future, Create Destiny).
What made it different? There was no tasting involved (there were restrictions on movement and personal contact due to the pandemic induced lockdown). Instead, students were judged on:
- Creativity
- Presentation
- Nutritional understanding
Experts also conducted workshops to nurture their interest and skills.
We initially targeted Grades 8–12, but eventually expanded it to Grades 5–12, based on parent demand and children’s enthusiasm.
Lockdown Sparked a Culinary Awakening
During COVID, kids turned to cooking for comfort and creativity. Social media was filled with posts like:
- “My son baked brownies.”
- “My daughter made pasta from scratch.”
- “You won’t believe what my 12-year-old neighbour just made!”
But few saw it as a career path. Most had no idea that food careers could take them beyond the kitchen and around the world.
Why Cooking Also Belongs in the Classroom
While schools actively promote buzzwords like STEM, Olympiads, Robotics, and Model UNs, culinary skills are overlooked.
We wanted to change that and align with National Education Policy 2020 by making food literacy fun, educational, and aspirational. The concept of Cook a Dream Challenge was born with The Millet Odyssey as the theme for the very first year. We alway wanted this to be an annual occurrence aligning with September, the National Nutritional Month, or Poshan Maah.
The Millet Odyssey: Way Ahead of the Trend
We made millets the focus of our challenge long before 2023 was declared the International Year of Millets. Our goals:
- Revive and celebrate India’s ancient grains
- Move beyond wheat and rice as dietary staples
- Showcase GI-tagged ingredients
- Promote sustainable, local, healthy food choices
Participants submitted recipes in 5 categories:
Salads, Snacks, Mains, Desserts, and Local Delights.
Each round added complexity:
- Round 1: Share a written millet recipe
- Round 2: Create a video using millets + GI-tagged food
- Final Round: Add a nutrition education component to the dish
The Response Was Incredible
- 2,000+ students registered
- 3,000+ recipes received
- 500 shortlisted, 100 finalists, 42 winners
What stood out wasn’t just the numbers, it was the quality.
The kids:
- Cooked from scratch
- Avoided ultra-processed foods
- Used millets in innovative ways (cakes, khichdis, chhilas)
- Showcased awareness of nutrition, sustainability, and heritage
They proved that when given the opportunity, young minds gravitate toward healthy, mindful cooking.
The Camaraderie and Learning
Workshops saw full attendance. Teachers, principals, and NGOs rallied behind their students. Kids not only cooked but presented their work confidently, producing impressive videos, from rustic to modern, from fun to sophisticated.
It was a joy to witness.
But We Hit a Wall – Cook a Dream Challenge Became Challenging
Despite the success, support from big food brands never came. We were stuck talking to marketing teams, not decision-makers. They saw no ROI.
Global culinary schools approached us, not to support, but to gain access to our student database. While their offers sounded tempting (scholarships, prize money), it didn’t feel ethical. We declined.
Busting Food Myths, One School at a Time
Walk into any supermarket, shelves are stacked with ultra-processed, beautifully marketed food. Kids (and parents) are falling for it.
Take brown bread, for instance. Still seen as a healthier choice, and even encouraged in schools. But many of these products offer little real nutritional value.
We need to teach children to cook, read labels, understand ingredients, and make better food choices.
Cooking Is a Life Skill, Not a Hobby
Cooking teaches confidence, self-reliance, cultural pride, and health awareness.
It must become an essential part of the school curriculum, not just an extra-curricular option.
So, What Now?
The “Cook a Dream Challenge” proved that children are ready. They care, they create, and they cook mindfully.
All they need is:
- A platform
- Support from decision-makers
- Consistent encouragement
Let’s not miss the opportunity to build a healthier, more aware generation, one that understands the value of food, culture, and well-being.
Are we ready to invest in their future?
Because they’ve already shown us – they’re ready.