Dumex Dugro is calling for stronger action on childhood Iron Deficiency Anaemia, or IDA, as experts warn that the condition can affect children’s brain development, learning ability and long-term growth.
The call was made during Arena Generasi Kuat Zat Besi in Putrajaya, held as part of Dumex Dugro’s fourth Iron Strong Generation initiative.
The event brought together policymakers, healthcare professionals, researchers and families to highlight the importance of early screening and intervention.
Experts Highlight Need for Early Detection
IDA can be difficult to detect because many children do not show clear symptoms in the early stages.
Healthcare experts at the event said early, non-invasive screening can help parents better understand their child’s iron status and take action sooner with proper medical guidance.
The discussion also highlighted that childhood IDA is not only a health issue, but may also affect Malaysia’s future workforce and productivity.
Nur Izzuddin Joins the Movement
National men’s doubles shuttler Nur Izzuddin Rumsani was also introduced as Dumex Dugro’s brand ambassador for the Iron Strong Generation movement.
A Dumex Dugro child since 1999, Izzuddin said learning about the impact of IDA as a father opened his eyes to the importance of early action.
He said the campaign helps parents understand the issue better while making screening more accessible for Malaysian families.
Health and Economic Impact
During the panel discussion, researchers and experts shared that childhood IDA may have broader long-term effects if left unaddressed.
The Social and Economic Research Initiative estimated that productivity losses linked to childhood IDA could cost Malaysia about RM10.8 billion annually, based on conservative assumptions using 2022 figures.
Experts said this reinforces the need for early healthcare policies, routine screening and better nutritional awareness among families.
Free Screening Available in Putrajaya
Arena Generasi Kuat Zat Besi is being held at IOI City Mall Putrajaya until 21 June, in partnership with Lotus’s.
Families can access free, non-invasive IDA screenings, growth assessments, games, activities and selected promotions on Dumex Dugro products.
The Iron Strong Generation movement will continue with five roadshows at selected Lotus’s stores nationwide from July to November 2026.
Learn More About IDA Screening
Parents can learn more and register for IDA screening through the Dumex Dugro website at https://www.dugro.com.my/en/ida/ironscreening.html
For any health concerns, parents should consult qualified healthcare professionals for proper advice and assessment.
