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Urban Nutrition Program, Pune 27th February 2013 Jaskeerat Bedi

Š Design Impact 2012


Meeting Agenda 1. 2. 3. 4. 5.

Recap of last PAB Meet Increasing engagement ( Parents, staff, Elephant Design ) Creating Tool Kit Laddo Workshop Scaling Strategy with Bigger organization

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1.Refine strategy to scale the project. Focus on what will lead to maximum impact.

2.Nutrition Test Analysis and Results, Conduct more research on the nutrition analysis of the laddos with focus on increasing the shelf life of laddos.

3.Shape, Aesthetics, Packaging of laddos Does this increases adaptability amongst children/ parents?

Recap from PAB ( Nov)

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Image courstsey:http://footprintsworld.com/651

Outcome Plan 2

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Image courstsey:http://footprintsworld.com/651

Outcome Plan 2

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1.Create Tool Kit • For NGOs ( information about how to make the laddos, health benefits, parent engagement in child’s nutrition, measuring growth impact, cost break up, success stories)

2.Create Tool Kit • For Self Help Groups ( how to tie up with schools/ organizations to keep the supply regular, cost break up, profit margins, maintaining quality standards, packaging)

3. Collaboration with Bigger NGOs • Strategy for scaling laddos through a bigger organization ( cost understanding for large scale production, infrastructure)

Goals

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Tool Kit

• For NGOs ( information about how to make the laddos, health benefits, nutrition analysis, parent engagement in child’s nutrition, measuring growth impact, cost break up, success stories)

IDENTIFICATION •Myths Vs Facts •How to identify malnourished Kids in your organization? - Tools used to measure - Cost of investment of tools Downloadable forms Problems & FAQs Removing Error

Goals/ Tool Kit for NGOs

INTERVENTION •Ingredients & Recipe Initiating the process - Cost Break Up of ingredients - How to make laddos Targeting Age group - Health Benefits of nutrition snacks

IMPLEMENTATION •Infrastructure •Time •Money •Distribution •Managing & Execution •How to get funding for the project

IMPACT •Post Nutrition Analysis •Tools required •Understanding data •Attention to malnourished children •Sharing the data

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Tool Kit

• For NGOs ( information about how to make the laddos, health benefits, parent engagement in child’s nutrition, measuring growth impact, cost break up, success stories)

IDENTIFICATION

Workshop

Goals/ Tool Kit for NGOs

INTERVENTION

IMPLEMENTATION

Brochures

IMPACT

Video Tutorials

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Laddo Workshop organized by DGS, co hosted by Elephant Design At DGS, Tadiwala Road, 26th Feb 2013

Goals/ Tool Kit for NGOs

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Attended by 3 NGOs , 1 SHG ( Two representatives of each organization )

Goals/ Tool Kit for NGOs

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Objective of Workshop:: 1. Share recipe of healthy laddo 2. Share Health Benefits, Nutrition Analysis & Success Stories 3. Get feedback on low fidelity prototypes developed for spreading awareness about TLP via Small NGOs ( tool kit ) 4. Identifying scaling possibilities with participating NGOs, via one-to-one session 5. Developing Nutrition Network

Goals/ Tool Kit for NGOs

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•Representatives of NGOs were extremely receptive to learn the recipe •Showed surprise at cost effectiveness of laddos •Shared ideas to make it more nutritious

Goals/ Tool Kit for NGOs

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• • •

Gave valuable inputs on how to create effective tools that can be used by social workers/ NGOs Saw strong business potential ( personal ) when packaging ideas where shared. Had never thought of assessing the nutrition content of laddoos, thought it was innovative to do so! Were convinced by success rate of laddos

Goals/ Tool Kit for NGOs

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One-on-One Session:: 1. Engage at deeper level with Organization – Goals and Objectives 2. Identified opportunity areas to scale TLP within the Participating Organization ( PO ) 3. Discussed funding availability in PO 4. Discussed system level implementation ( availability of periodic medical check ups, existing kitchen infrastructure, meal program, availability of labor ) 5. Collect feedback on Laddoo Workshop

Goals/ Tool Kit for NGOs

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Tool Kit

• For Self Help Groups ( how to tie up with schools/ organizations to keep the supply regular, cost break up, profit margins, maintaining quality standards, packaging)

IDENTIFICATION •Conducting Live Demonstration of children in school - Tools used to measure - Cost of investment of tools

INTERVENTION •Ingredients & Recipe Initiating the process - Cost Break Up of ingredients - How to make laddos -

IMPLEMENTATION •Infrastructure •Time •Money •Distribution •Managing & Execution

IMPACT •Post Nutrition Analysis ( to be conducted by participating school as a part of health check up) Engaging parents

Problems & FAQs Removing Error

Goals/ Tool Kit for Self Help Groups

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Tool Kit

• For Self Help Groups ( how to tie up with schools/ organizations to keep the supply regular, cost break up, profit margins, maintaining quality standards, packaging)

IDENTIFICATION

INTERVENTION

Live Measurements

Goals/ Tool Kit for Self Help Groups

IMPLEMENTATION

Brochures

IMPACT

School/Parent Engagement © Design Impact 2012


1. Live Measurement • Measure height/ weight of children • Tabulate Standard Deviation using WHO Anthro Software • Identify malnourished children

Goals/ Visiting DGA School

2. Counsel Parents / Teacher • Show parents where their child lies in terms of their Standard Devaition ( -3SD to +3 SD) • If the child > 0 SD, discuss nutrition intake of child, activity level, any recent illness • Share health benefits of laddo’s, nutrition analysis • Laddo Sampling to children & parents

3.

Taking order • If parents get convinced, suggest them different plans for giving laddos • Share this information with school staff who will keep a note of laddo distribution • Train SHG to make these laddos and provide to school

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Goals/ Tool Kit for Self Help Groups/ Live Measurements of children

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Goals/ Tool Kit for Self Help Groups/ Counseling Parents

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Providing Laddos in Schools We have started providing laddos in Deep Griha Academy, after conducting Live Measurement of children and counseling parents.

The Parents can opt for the following schemes /cost of Laddos:

Duration

Goals/ Tool Kit for Self Help Groups/ Parents filing forms

No. of Laddos

Cost/ Laddo

3 months 36

Rs 5

6 months 72

Rs 5

12 months

Rs 3

144

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Collaboration with Bigger NGOs • Strategy for scaling laddos through a bigger organization ( cost understanding for large scale production, infrastructure)

•NGOs like Naandi.org have been touching a million lives through its mid-day meal initiatives. •It caters to two different age group- (pre-school) and (school goers ) •In order to hit the root cause of malnutrition, we will have to target the laddos to PRE SCHOOL age group, such that children are given healthy diet early on.

•Naandi caters to around 600 villages in India.

Goals/ Scaling with Bigger Organization

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Challenges

Collaboration with Naandi Cost of providing 1 meal to each child= Rs 5 ($0.09 ) ( includes Rice, Vegetable, Roti & occasional sweet )

Goals/ Scaling with Bigger Organization

•Naandi has centralized kitchen system in Hyderabad where food item is prepared and then distributed to different cities and villages. •For the product to be picked up by Naandi, INCREASING THE SHELF LIFE is a must by up to 6 days EXPLORING OPPORTUNITIES 1. What will be the cost incurred in adding laddos to the daily meal? 2. How can we increase the shelf life of laddos? © Design Impact 2012


Collaborating with Green Gold Animation ( creators of Animated Character Chhota Bheem)

Twenty stores across the country sell Bheem clothing, school kits, stationery, apparel and accessories. Twelve of those stores are franchisees and the rest are company-owned and operated. Pepsi uses Bheem to sell Notty, its energy drink for kids. Usha Fans will be using Bheem to launch a new range shortly and John’s Umbrellas has started using Bheem as its mascot for rainwear.

“ Talks are on for Bheem biscuits and even ladoos which are a source of strength for Bheem. Ladoos could be to this

generation of Indian kids what Popeye and spinach were for millions of kids in an earlier time.” Read more: http://forbesindia.com/article/breakpoint/everybody-loveschhota-bheem/33228/1#ixzz2LuiFxnGz


1. 2. 3. 4.

Expertise on Large Scale production of food Private ( NGO)- Public ( Govt) Partnership Mechanized Kitchens Reached up to 1 Million Kids

Naandi Organization

1.Shares Recipe 2. R&D on project 3. Tool Kit

Design Impact

Goals/ Scaling with Bigger Organization

Green Gold Animation

1. Strong Brand presence amongst children 2. Already selling child merchandize 3. Looking to enter into Food Market ( especially Healthy Laddo’s)

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Proposed Strategy/ Meet Naandi.org ( Big NGO ) 1. Meet Naandi.org:: a) Understand large scale food production system b) Discuss Cost break up of Laddos’s for large scale production c) Understand distribution network and reach of Naandi.org via different platforms d) Understand collaboration opportunities with “for profit” organization 2. Discuss adoption of Laddo Project – cost & time implication b) What will be the added cost to the meal inclusive of ladoo? c) Target group amongst children d) Production Channel: SHG Vs Mechanized Kitchens e) What will be the reach? Demographic / Psychographic f) How can impact be assessed?

Proposed Strategy

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Proposed Strategy/ Chhota Bheem ( Popular Kids Cartoon ) 1. Meet Green Gold Animation ( Chcota Bheem ) a) Understand their objective/ goal to enter into food/ beverage industry b) Discuss who are they targeting? c) Understand their strength and weakness d) Present a pitch for joint partnership with Naandi.org & Design Impact

Proposed Strategy

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CONVERTING PROBLEM IN TO OPPORTUNITY

“Produce Low Cost Healthy Laddoo’s that are affordable to BPL strata, leveraging economies of scale “

Recipe + R&D

Production + Distribution network

Brand + Marketing Platform

DESIGN IMPACT

NAANDI.ORG

GREEN GOLD

Questions

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Innovation + R&D

Food Expertise

Brand Recall

Design Impact in collaboration with DGS has already created a unique healthy recipe of laddos that has shown positive results for 300 + children. This research is supported by Medical & Statistical Analysts.

Naandi organization has been providing Mid Day meal to 804556 children. Expertise in large scale food production and distribution Vast reach ability across major cities in India Low cost production ability due to government subsidies on raw materials.

Occupies strong Brand recall in Upper Middle class sector ( kids), with this partnership, will enter in to lower middle/ lower class Low risk idea for Bheem to enter in to $ 100 billion food/ beverage market in India Strengthen Brand Image

Recipe + R&D

Production + Distribution network

Brand + Marketing Platform

DESIGN IMPACT

NAANDI.ORG

GREEN GOLD

Questions

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Questions:: 1. Naandi is a social organization, whereas Green Gold is a business organization, they might have conflict of interest. How does DI convince both the organizations to come together for the laddo project? a) If Green Gold is ready to fund laddo’s as a CSR project, what will be Naandi’s role? Will there be a time line to the project? What benefit will it do for Green Gold? b) If Green Gold sees business opportunity, will it reach the right target of children ( malnourished children) c) Discuss ideas for partnership between 3 firms ( DI, Naandi and Green Gold ).

Questions

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Questions:: 2. The positive results of Laddos on children’s health is on a sample size of 68 children over a span of 7 months. Is this sample size enough to convince bigger organizations?

3. The success of Laddo’s lies if and only if they are regularly supplied to the children. Though laddos are an additional nutrition snack, it cannot be solely attributed to eradicating malnutrition. The results conducted at Deep Griha are an outcome on enhanced diet ( inclusive of eggs, milk, vegetables, etc ). Does this majorly effect our results? 4. The shelf life of the product can be increased w/o changing the recipe if and only if it does not come in contact with water/ moisture. This can incur an additional cost to production. Is this a major concern to the project?

Questions

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Estimated Impact*

Health 5000 children* seminar

Up to Brochure 300 adults*

In 1 year

Small NGOs 325 children

Tool kit

Parents

Workshop

Customizing recipe

DGS Big NGOs

Impact Analysis

Health

Tool kit

5,00,000 children* In 1 year

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Thanks for your time. Would love to hear your feedback Contact: Jaskeerat Bedi Jaskeerat.bedi@d-impact.org www.d-impact.org

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DI_DGS_update  

Update on The Laddoo Project, an urban nutrition program being run at DGS, Pune

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