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‘Nutrimix Community +’ : Co-creating sustainable value chain integrating Institutional Programs on Nutrition and Livelihood Generation
Anjan GhoshIndian Institute of Management Calcutta
Prof Sougata RayIndian Institute of Management Calcutta
Disclaimer
1. I am NOT an expert of this field
2. My domain is Strategic Management with the following as some area of focus:
1. Integrated Value Chain: Creation and Management2. Start up and Turn Around: SMALL and MEDIUM3. Hybrid Organizing, Social Entrepreneurship
3. Preference of Method: Reflexive Research – Ethnography, ECM, Participatory Action Research
4. This presentation uses some logos of various organizations – those are solely to reflect the association/ interest of those organizations as experienced by the researchers
An Alternate Approach
- Micro -> Macro
- Local -> General
- Replicating as Scaling
- Combining what with how ( ..and ‘who’, ‘for whom’, ‘where’, ‘when’,
‘how much’ etc etc)
- ‘Nutrition for (and by) all’
What We Already Know
Potential Resources :
Environment, Technology &
People
— Food Production— Cash Income— Transfer of Food-In-
Kind
Household
Food
Security
Child’s Dietary Intake
Child’s Health Status
Child’s Nutritional
Status
Care for
Mother &
Children
Health
Environment
& Services
Caregiver :— Control of resources
& autonomy— Physical & mental
status— Knowledge & beliefs
— Safe Water Supply— Adequate Sanitation— Healthcare
Availability— Environmental
Safety/Shelter
UNDERLYING DETERMINANTS
Immediate Determinants
Basic Determinants
Resource for Food Security
Resource for CARE
Resource for Health
Soci
o C
ult
ure
En
viro
nm
ent
Po
litic
al &
Eco
no
mic
Str
uct
ure
P O
V E
R T
Y
REASONS FOR A NEW RESEARCH
ACCESS
AWARENESS
CULTURE
HELPLESSNESS
Executive Sponsorship
Prof. Sougata Ray, is a Professor of Strategic Management and former Dean of Indian Institute of Management
Calcutta. He blends two and half decades of experiences in diverse roles – a frontline executive in Maharatna CPSE, a
strategic role in Indian MNC at senior level, researcher, educator and institution builder in some of the finest institutions,
director in corporate, technology start ups and NGO Governing Boards and consultants to business, government and
international development agencies. An alumnus of IIM Ahmedabad and a scholar of international repute, Prof.
Ray, of late, has been researching on corporate role in inclusive development, corporate sustainability, BoP initiatives and
social entrepreneurship towards setting up a Centre and Laboratory for Sustainability Initiatives at IIMC.
Prof. Sunit Mukherjee, is presently the only living member of the three member team that created the world's second
and India's first test tube (IVF) baby Durga who was born 67 days after the first test tube baby in UK. The former head
of the Food Technology Department of Jadavpur University, Prof Mukherjee is a noted scientist of International
reputation and has dedicated his life in researching on affordable food technologies for the base of the pyramid. Prof
Mukherjee is the chairman of CINI and leads the innovations at CINI.
Dr. Samir N. Chaudhuri, is a senior paediatrician and humanitarian. He is the founder and director of CINI. He has
been involved with ICDS since its conceptualization phase. He has served as a consultant to international and UN
agencies, advising on emergency relief, health and nutrition programs for women and children in many countries of
Africa and Asia and has been President of the Voluntary Health Association of India. He received the Italian
Parliament’s Commission for Infants Award (2005), World of Children Health Award (2007), Ellis Island Medal of
Honour Global Humanitarian Award (2008), Sera Bangalee Award (2013) for his contribution to the society.
Nutrimix PhilosophyNutrimix is a Cereal based energy dense fortified supplementary nutrition
Conceptualized by two co-founders of CINI
Features of the Product is:
Made out of easily available ingredients:
Wheat flour/rice,
Green Gram flour
Iron Salt and
Iodized salt
Low cost
Locally Available ingredients
Easy to prepare at home
NUTRIMIX EVOLUTIONConceptualization,
Awareness Programs, Free Distribution
Community Centric Production (Manual),
Distribution
Focus on Technology/Precision/Quality,
Production at CINI
1974-1985 1985-2005 2005-2010
Influencers
Developed
on the ‘rural
reconstructio
n’ principles
of Mahatma
Gandhi
Guidelines and Observations on mid-day meal/ICDS by the
Supreme Court of India
Inspired by
Rabindranath
Tagore’s
thoughts on ‘
Atma –
Shakti’
(power of the
self)
Supports ‘community involvement as active participants’
argument of Amartya Sen
Community @ Core
Institutional Demand broken
up into product & Services
Community Centric Production &
Delivery with support from value
partners
Learning/Feedback
for further InitiativesSustainable Social
Change
Community Driven Sustainable
Value Co-Creation
Integrated Value Chain
NUTRIMIX Community +( addressing nutrition and livelihood
generation through social entrepreneurship initiatives)
Micro Enterprise : Expected Financial Performance
Initial Response: Supporters/ Patrons/ Value Partners
Tangible and Measurable Impact
Nutrimix production and distribution to Institutional Demand
• Number of Decentralized Microenterprise : 5 per block• Capacity of each Micro-Unit : 100kg/day• Direct Livelihood Opportunities per block : 48 to 75 individuals• Economic benefits per month per person : Rs.3,500 to Rs. 5,000• Entire Investment recoverable in 3 to 5 years • Reaching 25000 + children, lactating mothers and pregnant women in each block
Micro-> Macro
• Differentiation to Integration
• Community @ Core
• Seek Value Partners with Local Presence
• Replicability
• (En)Trust Local government
• Ethical Value Sharing
