urban nutrition program: march 2013 update
DESCRIPTION
Project update from DI Fellow Jaskeerat BediTRANSCRIPT
© Design Impact 2012
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
© Design Impact 2012
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
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
Goals/ Tool Kit for NGOs
© Design Impact 2012
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 INTERVENTION IMPLEMENTATION IMPACT
Goals/ Tool Kit for NGOs
Workshop Brochures Video Tutorials
© Design Impact 2012 Goals/ Tool Kit for NGOs
Laddo Workshop organized by DGS, co hosted by Elephant Design At DGS, Tadiwala Road, 26th Feb 2013
© Design Impact 2012 Goals/ Tool Kit for NGOs
Attended by 3 NGOs , 1 SHG ( Two representatives of each organization )
© Design Impact 2012 Goals/ Tool Kit for NGOs
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
© Design Impact 2012 Goals/ Tool Kit for NGOs
•Representatives of NGOs were extremely receptive to learn the recipe •Showed surprise at cost effectiveness of laddos •Shared ideas to make it more nutritious
© Design Impact 2012 Goals/ Tool Kit for NGOs
• 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
© Design Impact 2012 Goals/ Tool Kit for NGOs
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
© Design Impact 2012
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)
Goals/ Tool Kit for Self Help Groups
IDENTIFICATION
•Conducting Live Demonstration of children in school
- Tools used to measure - Cost of investment of tools Problems & FAQs - Removing Error
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
© Design Impact 2012
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)
Goals/ Tool Kit for Self Help Groups
IDENTIFICATION INTERVENTION IMPLEMENTATION IMPACT
Live Measurements Brochures School/Parent Engagement
© Design Impact 2012 Goals/ Visiting DGA School
1. Live Measurement
• Measure height/ weight of children
• Tabulate Standard Deviation using WHO Anthro Software
• Identify malnourished children
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
© Design Impact 2012 Goals/ Tool Kit for Self Help Groups/ Parents filing forms
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 No. of Laddos
Cost/ Laddo
3 months 36 Rs 5
6 months 72 Rs 5
12 months
144 Rs 3
© Design Impact 2012
Collaboration with Bigger NGOs
•Strategy for scaling laddos through a bigger organization ( cost understanding for large scale production, infrastructure)
Goals/ Scaling with Bigger Organization
•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.
© Design Impact 2012 Goals/ Scaling with Bigger Organization
Collaboration with Naandi
Challenges
•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 Cost of providing 1 meal
to each child= Rs 5 ($0.09 ) ( includes Rice, Vegetable, Roti & occasional sweet )
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?
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-loves-chhota-bheem/33228/1#ixzz2LuiFxnGz
Collaborating with Green Gold Animation
( creators of Animated Character Chhota Bheem)
© Design Impact 2012 Goals/ Scaling with Bigger Organization
Naandi Organization
Green
Gold
Animation
Design Impact 1.Shares Recipe
2. R&D on project 3. Tool Kit
1. Expertise on Large Scale production of food 2. Private ( NGO)- Public ( Govt) Partnership 3. Mechanized Kitchens 4. Reached up to 1 Million Kids
1. Strong Brand presence amongst children
2. Already selling child merchandize
3. Looking to enter into Food Market ( especially Healthy Laddo’s)
© Design Impact 2012 Questions
CONVERTING PROBLEM IN TO OPPORTUNITY
“Produce Low Cost Healthy Laddoo’s that are affordable to BPL strata, leveraging economies of scale “
Recipe + R&D
DESIGN IMPACT
Production +
Distribution network
NAANDI.ORG
Brand + Marketing Platform
GREEN GOLD
© Design Impact 2012 Questions
Recipe + R&D
DESIGN IMPACT
Production +
Distribution network
NAANDI.ORG
Brand + Marketing Platform
GREEN GOLD
Innovation + R&D 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.
Food Expertise 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.
Brand Recall 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
Estimated Impact*
DGS
Small NGOs
Health seminar
Tool kit
Big NGOs
Customizing recipe
Tool kit
Parents
Health Brochure
Work- shop
325 children
5000 children* In 1 year
5,00,000 children* In 1 year
Up to
300 adults*
© Design Impact 2012 Impact Analysis
Thanks for your time. Would love to hear your feedback
Contact: Jaskeerat Bedi [email protected] www.d-impact.org
© Design Impact 2012