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  1. 1. Presented By: Yashneeil Singh Ayush Goel Ajinkya Khoche Mallika Prasad Harshi Bansal “SAMPOORNA” -FIGHT AGAINST THE HIDDEN HUNGER.
  2. 2. PROBLEM STATEMENT 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.
  3. 3. PROPOSED SOLUTION Project Deliverables 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 Product Description Interim products: 1. Snacks or high-convenience food. 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. khakra., chuklee 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. sprout powders , ragi powders
  4. 4. IMPLEMENTATION PHASE 0 •Identify the prospective private companies based on their product portfolio. •The most vulnerable regions will be identified. •Malpractices and the general nutritional behaviour is studied. •Target for Phase 1 identified. PHASE 1 •Five states with most high risk are targeted. •Sub Phase 1 •Awareness drives on promotion of nutrition and better health practices. •Trial phase; product will be distributed and its acceptability validated. •Development of necessary infrastructure. •Duration: 6 months. •Sub Phase 2 •Target acute malnourished patches within the region. •Infrastructure and inventory are developed. •Duration : 6 months •Sub Phase 3 •The entire region is covered. PHASE 2 PHASE 3 PHASE 4 •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 phase. •This product to be introduced in the FPS after conducting trials and awareness drives as done in SUB PHASE 1 in the different phases. • 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.
  5. 5. IMPLEMENTATION LeveragingExistingGovernment Infrastructure 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. Human Resources The awareness drive, trial stages, carrying out R&D related to product development as well as data collection related to deficiency patterns Phase 0 The most vulnerable areas of the five states chosen. Phase 1 Our scheme is expanded to cover the states chosen entirely. Phase 2 Roughly half of Target BPL. Phase 3 Entire TBPL population will be covered. Phase 4 Same as Phase 3 Stakeholders
  6. 6. 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 CSR. • The company will be paid a pre defined profit after a pre defined term to insure long term partnership. Rs. 2 •This amount will be paid to the company by the government upon taking delivery Rs. 1 •This amount will be paid by the company. •This will be recognized as money spent on CSR (viz compulsory according to the new Companies Act, 2013). Rs. 2 •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. Manufacturing Cost = Rs. 5 Sources of Funding • 0.02% of GDP • CSR of the company (0.5% of the company profits) • Savings from Primary Health Services in the long run • Fundraisers • PPP funding
  7. 7. TotalFunding Required Phase 4 Phase 3 Phase 2 Phase 1 Phase 0 Research & Development Infrastructure and HRD Sub-Phase 1 50cr per annum Chief (1 x 9 lpa) Manager (12 x 4.6 lpa) Clerks (2 x 2lpa) Setting up cost @ 20 lpa Sub-Phase 2 Sub-Phase 3 Trials Awareness drive Infrastructure and HRD 2 lpa 10 lpa 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 Manufacturing Cost Manufacturing Cost Manufacturing Cost 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 51 crores 1.1 crores 1300 crores 2600 crores 2080 crores 130 crores FINANCIAL AND HUMAN RESOURCES REQUIRED AT EACH STEP
  8. 8. IMPACT OF THE SOLUTION Benefactors Citizens – All ages Government Companies Criteria for measuring impact • Reduction in malnutrition • Reach to malnourished people • Affordability of the product - through PDS at subsidized rates • 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 developed Criteria Product Development Distribution network Manufacturing by company Monitoring Mechanisms 1. Regular checks for product shelf life, taste, efficiency, adulterations, etc 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 standards
  9. 9. MERITS OF THE PROPOSED SOLUTION AS COMPARED TO THE EXISTING ALTERNATIVES MID DAY MEAL SCHEME 1. Helped boost enrolment and retention of school children. 2. It has not been consciously leveraged as an opportunity for increased child health. 3. Does not cater to infants toddlers or adults ICDS (ANGANWADI) 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 managed. PDS 1. Combats hunger and not malnutrition. 2. Excessive leakages and malpractices OTHER PROGRAMMES 1. Limited reach. 2. Pills and supplements used as the main tools in prevention of malnutrition. 3. Women related schemes restricted to short- term PROPOSED SOLUTION PROPOSED SOLUTION 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 PDS. 6. The product will be distributed through PDS so taking the product to the consumers won't be a challenge. 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.
  10. 10. Scalability and Sustainability Criteria Product Development Funding of the project Distribution network Manufacturing by company Scalability 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. Khakra, murku 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 PPP ventures 3. Initial investment in R&D of the company for related product development 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 company infrastructure and govt. research institutions 2. Long term manufacturing: PPP 3. Manufacturing powders in collaboration with certain mills that already mill paddy for the existing PDS Sustainability 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 foods 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 market) 3. Ensuring minimum transportation cost of product from manufacturing unit to ration shop 1.Sufficient incentives for the company 2.Public stain on reputation to walk out of a social venture
  11. 11. CHALLENGES AND MITIGATING FACTORS Criteria Challenge Mitigation Factors Social • Awareness amongst malnourished folk about deficiencies and symptoms • 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- market grains 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 market. • 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 product • 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 national requirement • Providing funds and support for R&D. • Deals with multiple companies
  12. 12. REFERENCES 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 28/news/41538779_1_food-security-bill-infant-mortality-malnutrition
  13. 13. THANK YOU