Presented By: Yashneeil Singh
-FIGHT AGAINST THE HIDDEN HUNGER.
Justification of the theme
1. India has been actively launching large-impact schemes such as
mid-day meal and food security bill.
2. Such schemes play an active role in mitigating hunger, but little
when it comes to all-rounded nutrition.
3. It is ironic that our country, in which nearly 67% of a our
population is involved in Agriculture, has about 75% of Indian
population suffering from hunger and malnutrition to varying
degrees, 50% of them acutely
Our citizens are the future of India, and unhealthy citizens will lead to
an unhealthy India.
Major causes of malnutrition in India
1. Most schemes cater to hunger only
2. Lack of speedy R&D in this field
3. Rejection of nutrient pill
4. Catering to women at a stage of pregnancy is too
late. Need for nourishment through a sustained
time period starting from childhood.
5. Minimal schemes catering to the range of citizens
who are not children or lactating mothers.
6. Little access to sanitation and clean drinking water
Assumption: Our project holds one major assumption, that India’s new food security bill along with the mid-
day meal scheme will be sufficient to cater to hunger. “Hidden hunger” is what we aim at catering to.
1. Our project aims at catering to all ages below
the poverty line suffering from malnutrition.
We have incorporated subsidized goods which
are beyond the conventional ideas of vitamin
pills (medical in nature) and bio-fortified
grains (subject to leakages in the PDS). With
special access to children, our range of
tempting, quality products should lead to a
fresh, accepted and cherished brand of
nutrition leading to a healthy and happy India.
2. It is with this in mind that we would like to
propose the launch of “Sampoorna“ – a
scheme for distribution of nutritional snacks (
local and general) and powders at subsidized
rates through PDS
1. Snacks or high-convenience
2. Developed by government funded
research in private company or using
already existing snacks
3. Designed to be incorporated into
regular diet. E.g. Biscuits, candies.
The Final Product
1. Fortified food based powders
possessing high nutritional value.
2. Developed after extensive R&D
through long term funded projects in
government labs and universities
3. Can be eaten either as it is or by
adding to the regular food. E.g.
powders , ragi powders
•Identify the prospective
private companies based
on their product portfolio.
•The most vulnerable
regions will be identified.
•Malpractices and the
behaviour is studied.
•Target for Phase 1
•Five states with most high
risk are targeted.
•Sub Phase 1
•Awareness drives on
promotion of nutrition
and better health
•Trial phase; product will
be distributed and its
•Duration: 6 months.
•Sub Phase 2
within the region.
inventory are developed.
•Duration : 6 months
•Sub Phase 3
•The entire region is
•Assuming deployment of
the first three phases
would take a decade,
during this period we had
invested in the continuing
research and development
of the final product which
is expected be ready to
hit the shelves in this
•This product to be
introduced in the FPS after
conducting trials and
awareness drives as done
in SUB PHASE 1 in the
• expanded to cover
half of the country.
• Sub Phases similar to
Phase 1 are followed
in new regions.
• expanded to cover
half of the country.
• Sub Phases similar to
Phase 1 are followed
in new regions.
Public Distribution System
The developed products (interim + final) will be rolled out
through fair price shops affiliated to govt.
Premiere Government Research Institutes
R&D project related to development of the final product will
be carried out in premier government institutions.
Government research laboratories may also be utilized.
Aadhar and UID
As a part of micro financing scheme by UIAI (unique
identification authority of India) entitlements will be
transferred directly to accounts of beneficiaries. they can avail
ration through FPS after Aadhar card authentication only.
The awareness drive, trial stages, carrying out R&D
related to product development as well as data
collection related to deficiency patterns
The most vulnerable
areas of the five states
Our scheme is
expanded to cover the
states chosen entirely.
Roughly half of Target
Entire TBPL population
will be covered.
Same as Phase 3
PUBLIC PRIVATE PARTNERSHIP AND SOURCES OF FUNDING
Benefit to the companies
• The government shall fund research programs in the
labs of these companies for the development of
required product. The company would be expected to
come up with an ‘interim product’ in short term.
• Part of the funds used by the company in
manufacturing would be identified as a contribution
• The company will be paid a pre defined profit after a
pre defined term to insure long term partnership.
•This amount will be paid to
the company by the
government upon taking
•This amount will be paid by
•This will be recognized as
money spent on CSR (viz
compulsory according to the
new Companies Act, 2013).
•This amount will be repaid to
the company after 5 years after
adding the inflation to it.
•Along with this the company will
receive another 5% profit in the
first 5 year period and 7.5 and
10% in next two periods.
Cost = Rs. 5
Sources of Funding
• 0.02% of GDP
• CSR of the company (0.5% of the company
• Savings from Primary Health Services in the
• PPP funding
Research & Development
Infrastructure and HRD
50cr per annum
Chief (1 x 9 lpa)
Manager (12 x 4.6 lpa)
Clerks (2 x 2lpa)
Setting up cost @ 20 lpa
Infrastructure and HRD
Chief (1 x 7 lpa)
Manager (5x 4.6 lpa)
Employees (20x 3 lpa)
Clerks (5 x1.5 lpa)
Manufacturing Cost 5% of X
Manufacturing Cost 15% of X
50% of X
80% of X
100% of X
X = The total cost of the scheme is
estimated to be around 0.02% of the GDP
viz around 2600 crores
FINANCIAL AND HUMAN RESOURCES REQUIRED AT EACH STEP
IMPACT OF THE SOLUTION
Benefactors Citizens – All ages Government Companies
• Reduction in malnutrition
• Reach to malnourished people
• Affordability of the product - through PDS at
• Effectiveness of the product
• Acceptance of the product - over pills,
micronutrient products and fortified grains
• Sustained use of products
• Savings in GDP in Primary
Health Care (2-3%)
• Reducing leakages in the
PDS and prevention of
hoarding of any product
• Branding in social sense -
Shiksha in ITC
• Investment in R&D
• ROI after five years
• Access to IP of technology
Criteria Product Development Distribution network Manufacturing by company
1. Regular checks for product shelf
life, taste, efficiency, adulterations,
2. Check to see if research laboratory
standards are maintained
1. Monitor the use of our product (no over-
consumption) and check on malnutrition status by
assigning local representatives e.g panchayat
members, school teachers, etc
2. Since PDS is already in place, accounting is
important. E.g. at ration shops
3. Unique packaging with hologram and company’s
name with engravings on our products
1. Regular testing of product
2. Surprise inspections at
units, cancellation of
license for lack of
MERITS OF THE PROPOSED SOLUTION AS COMPARED TO THE
MID DAY MEAL SCHEME
1. Helped boost enrolment and retention of
2. It has not been consciously leveraged as an
opportunity for increased child health.
3. Does not cater to infants
toddlers or adults
1. Disperses health supplements such as iron
and folic acid tablets.
2. Does not cater to adult males.
3. The reach of the Anganwadis is limited.
4. Poorly monitored
1. Combats hunger and not malnutrition.
2. Excessive leakages and malpractices
1. Limited reach.
2. Pills and supplements used as the main
tools in prevention of malnutrition.
3. Women related schemes restricted to
1. Caters to nutritional needs of all ages.
2. Products have Long shelf life.
3. No associated stigma, as is the case when
taking a medicine/pill.
4. Highly nutritious. Developed with an aim of
them being incorporated into the regular diet.
5. Owing to its unique packaging nature,
monitoring and handling of the product will be
efficient., thereby preventing malpractices in
6. The product will be distributed through PDS so
taking the product to the consumers won't be a
7. Natural ingredients like sprout and oatmeal
powders more acceptable compared to mineral
powders (which may make the consumer feel
like he might be sick).
8. By the time our powder range is launched, a
trustworthy brand of nutritious snacks would
already be in place. Consumers will readily
accept the new product.
In 2008 Nobel Prize winner Amartya Sen raised a concern that packaged goods will be the only
food consumed by the children., if introduced in Anganwadi. The argument that will not be
applicable here. (see Pt. 4 of Proposed solution.
Scalability and Sustainability
Criteria Product Development Funding of the project Distribution network Manufacturing by
1. Head-start: Focusing on improvising
already existing nutritious snacks
e.g. Tiger Biscuits
2. Developing snacks that can be used
over all zones (National) e.g.
Biscuits, Baked snacks
3. Developing snacks catering to local
nutrition and eating habits e.g.
4. Developing unique food based
powders (in govt. based research
institutes) that can be eaten with
daily food to cater to long term
demands side by side with the
above e.g. oatmeal, sprout powders
1. Fund –raising activities
involving national and
international donors for launch
and awareness programmes
2. Attracting companies through
3. Initial investment in R&D of the
company for related product
4. In the long run, our scheme
should be witness to savings in
Primary Healthcare for
malnutrition related diseases.
1. Awareness drives for educating masses on
malnutrition and related diseases, the
benefits of our scheme, how to access and
make optimum use of the product
2. Distribution of snack coupons to children in
Anganwadis and Govt. Schools in order to
encourage families to get acquainted with
the distribution system
3. Incorporating our snacks into the PDS system
(ration shops/ direct cash transfer) to
enhance nationwide reach
4. Distributing the powder in prescribed ratios
along with grains distributed in PDS
1. Trial runs: Use existing
and govt. research
2. Long term
3. Manufacturing powders
in collaboration with
certain mills that already
mill paddy for the
1. Product is tasty, tempting with a
long shelf life.
2. Consumption doesn’t make one
feel they’re on medication
3. Creation of a brand for nutritious
1.Savings in Primary health care
2.Attractive incentives for the
companies in PPP
3. social branding for the company
1.Currently a PDS is already in place
2. Even if direct cash transfer comes into place no
leakages in the system (similar product/
packaging/ markings are not available in the free
3. Ensuring minimum transportation cost of
product from manufacturing unit to ration shop
1.Sufficient incentives for the
2.Public stain on reputation to
walk out of a social venture
CHALLENGES AND MITIGATING FACTORS
Criteria Challenge Mitigation Factors
Social • Awareness amongst malnourished folk about deficiencies
• Awareness Drives
• Consumption of right amount of our product • Awareness Drives + Local Monitoring of distribution and consumption
• Acceptance of our product • Local already accepted snacks + Coupons in schools +subsidized
• Reach of right product to the right people • Identification of zones – deficiencies and food habits + incorporation into PDS
Economic • Funding • Fund raisers + Govt. Investment + Company investment + Savings in Primary Health Care
• Distribution costs • Minimizing transportation by tying up with companies with plants in the focus areas
• Manufacturing costs • Tie up with companies having existing manufacturing and research facilities
Political • Leakages or corruption in PDS • Products are irreproducible in totality (packaging, contents, etc.) in the free market.
• Bio-fortified grains have not been used to prevent possible leakages and mixing with regular, free-
Legal • Solving IP issues between govt. (funding R&D) and
company in PPP
• Framing solid PPP
• There will be restricted access to the IP to make sure that the products are not replicated in the free
• Inclusion of new range of products in PDS and ration shops • Framing laws similar to existing PDS against leakages and corruption in the system for the new
• Framing laws for rules supply o products from companies directly into PDS
Technological • Developing R&D quickly • Confluence of all R&D activities of various companies in the PPP by the centre to ensure optimum
sharing of knowledge and resources
• Generating large quantities of the product to cater to
• Providing funds and support for R&D.
• Deals with multiple companies