Fortification of food has been an effective way to address micronutrient deficiency. This paper presents a case study of iron-fortified Tiger brand biscuits of Britannia Industries Limited (BIL). The study uses a conceptual framework developed under LANSA research to analyse the value chain of iron-fortified Tiger biscuits and examines the potential that the value chain has to reach economically-poor households. It is seen that the fortification initiative in the value chain has not been sustainable. Absence of both pro-nutrition focus in the larger corporate business strategy and thrust from the larger business environment may be seen as the reasons for this. Given the increasing dependence on markets for food, a mandatory regulation on fortification of biscuits could perhaps have ensured the continuation of the iron-fortified biscuit line. Governments can play an important role in creating a favourable environment for businesses to have a pro-nutrition focus.