SWASTHABHARAT :? We have come up with business model that can deliver quality, affordable and accessible nutritional supplements to those most at risk of malnutrition. Health for all is committed to developing innovative business models to ensure that Base of the Pyramid (BOP) consumers are benefiting from nutritious products at an affordable price.
PROBLEM STATEMENT:
1. Over 2 billion people in the world suffer from malnutrition caused by deficiency of protein, vit.A
and micronutrients like Iodine and Iron.
2. Malnutrition leads to lowered immunity and severe cognitive impairment. It leads to
permanent blindness in 500,000 children and also responsible for very high rates of T.B
infection which kills 2.5millions Indians alone.
3. India is home to the more than 40% of the malnourished children in the world and 35%
of the developing world?s low birth-weight infants.
4. Every year 2.5million children in India die of malnutrition which is even more than sub-
Saharan Africa.
5. Malnutrition impedes motor, sensory, cognitive and social development. This leads to loss
of $29 Billion which is 4% of GDP of India due to decreased efficiency of children.
SOLUTION:
To solve this grave problem of malnutrition we have come with a unique SELF SUSTAINABLE,
SELF VIGILANT and INCENTIVE based distribution channel of a versatile plant product. We are
focusing the two problems of India that causes malnutrition i.e. POVERTY AND LOWER SOCIAL
STATUS OF WOMEN.
PRODUCT: Our product is basically a plant leaf concentrate. It is highly rich in protein,
Vitamin A, Iron and Iodine. The quantity of the mentioned nutrients is very high compared to other available products in the market
MARKET RESEARCH
Nutraceutical Market:
According to a recent report, the total market for nutraceuticals in India is growing at 21 per
cent per annum. It is currently valued at INR 44bn (?621m), but could be worth more than
INR 95bn (?1.34bn) in four years time (Ernst & Young and FICCI, 2009).
1. As a concept, ?Nutraceuticals? is still in its stage of infancy in India
2. Of the global nutraceutical market of US$ 117 billion (INR 5148 billion), India has less
than one percent share and is estimated to be around INR 44 billion in size. But it has
been growing much faster than global rates at CAGR of 18% for the last 3 years
driven by functional food and beverages categories.
MARKETING STRATEGY:
We have decided to provide the product to the customers for free during the first month in the
pilot project. For the proper execution we will delivering our product during medical camps
organized all over India every month. We are already in talk with many organizations like
www.sahaita.org and DRUV FOUNDATION who organize medical camp in India. We will be
distributing our product for free in the medical camps. Then after a month of the pilot study our
employees will personally go to the individual household and will provide the product at the
decided cost. We are also being guided by CIIE-IIMA on the implementation of the project.
FINANCIAL PLANS:
We will require some 20 lakhs to launch the full fledge project. The cost includes that of Medical
camps, product, salary to the hired employees, and hiring MART for marketing and initial survey
which I feel is inevitable for a model like us.
REVENUE: We are expecting the daily revenue of Rs.24,000 approx for 100 patients every
100 villages daily. There would be exponential growth as the business will scale up. We
projected plans to cross the revenue generation of at least 5 crore in next three years
General Company Description
There was always a need of market based solution to fight this problem. We HEALTH FOR ALL -
initiative of SWASTHABHARAT have come up with a unique SELF SUSTAINABLE, SELF VIGILANT
and INCENTIVE based distribution channel of a versatile plant product. We are focusing the two
problems of India that cause malnutrition i.e. POVERTY AND LOWER SOCIAL STATUS OF
WOMEN.
Mission Statement: SWATHABHARAT is established with a mission to develop a
sustainable healthcare system in India. We believe that basic healthcare service is the
fundamental right and should be available even to the poorest communities of the nation.
Company Goals and Objectives:
1. Complete eradication of malnutrition from India.
2. Alleviate poverty by creating massive Job opportunities.
3. To leverage the social status of women in Rural India.
Business Philosophy: SWASTHABHARAT remains committed to developing
innovative business models to ensure that Base of the Pyramid (BOP) consumers are benefiting
from nutritious products at an affordable price.
Our Customers: Malnourished children, Infants, Pregnant women, anemic males
and females.
Industry: There is a strong need of market based to solve the problem of malnutrition.
The market is still quite unexplored as there are very few market players that are focusing on
this issue. Due to rising global population, the growth rate of cheap nutritive products is
rising.
Our Strength:
1. Cheapest product for malnutrition
2. Incentive based sustainable model
3. Deep distribution through community based models.
Products and Services
PRODUCT: Our product is basically a plant leaf concentrate. It is highly rich in protein,
Vitamin A, Iron and Iodine. The quantity of the mentioned nutrients is very high compared to
other available products in the market.
Advantages of the product:
1. Cheapest available product.
2. Highly rich in VitA, Iron, Iodine and Zinc. (Much more than soya and other used products)
3. Powder is easily soluble in water.
4. Plant can be easily grown locally and varied climatic conditions.
5. Complete Recovery from malnutrition in 3 months compared to the period of 6months to 1
year of fortified products.
6. Very high yield per acre of land.
SERVICE:
1. We will be delivering the product on daily basis directly to the doorsteps of the
patients through the hired villagers.
2. 5gm dose per day is approved for children and 10gm is approved for pregnant
women.(Product is clinically approved by USDFDA to treat malnutrition.)
3. Local villagers would be hired for the local distribution channel.
4. The product is mainly the LEAF POWDER. Plant would be grown locally and then it will be
processed by the village women who will be paid for it.
5. Intergenerational approach will be implemented to target the problem.
6. The gradual improvement in health due to the use of the product will be regularly
recorded and a detailed database would be maintained.
Advantages of service:
1. The service is incentive based that will motivate the employees to go the extra mile.
2. It is self vigilant and highly sustainable.
3. It will generate lakhs of new jobs in rural India.
4. It will empower women and will eradicate poverty too.
5. Help to eradicate anemia and deadly problems like T.B and other infections due to its targeted
approach i.e. inter-generational.
6. Lower CARBON FOOTPRINT due to massive cultivation of plant.
Competitive advantages:
1. Cheapest available product.
2. Incentive based model
3. Awareness programs on other health issues and women empowerment through employment
opportunity.
MARKET RESEARCH
Nutraceutical Market:
According to a recent report, the total market for nutraceuticals in India is growing at 21 per
cent per annum. It is currently valued at INR 44bn (?621m), but could be worth more than
INR 95bn (?1.34bn) in four years time (Ernst & Young and FICCI, 2009).
1. As a concept, ?Nutraceuticals? is still in its stage of infancy in India
2. Of the global nutraceutical market of US$ 117 billion (INR 5148 billion), India has less
than one percent share and is estimated to be around INR 44 billion in size. But it has
been growing much faster than global rates at CAGR of 18% for the last 3 years
driven by functional food and beverages categories
There are four key underlying drivers for this growth:
1.Affluence of working population with changing lifestyles
2. Reducing affordability of sick care, driving consumers towards wellness
3. Increasing physician awareness and media penetration
4. Increased accessibility due to emergence of newer distribution channels
The latent market in India is two to four times the existing market size (INR
89 billion and INR 172 billion).
THE FOLLOWING ARE SOME OUTLINES OF INDIAN NUTRACEUTICAL INDUSTRY.
Functional foods - 23.9 bn INR
Nutrition fortified food ? 22.7bn INR
Fortified Juices - 5.2 be INR
Vitamin and Mineral Supplements ? 4bn INR
Macronutrients ? 2.2bn INR
The annual growth rate of Indian Nutraceutical Industry is 21%.The
Indian Rural nutraceutical market is still quite unexplored.
OUR CUSTOMER BASE AND VOLUME:
1. India is the biggest market for such nutritional products as approx 200 million children are
malnourished and 400 million women are anaemic.Even if 5% of market is covered then the
overall business would be very huge. Patients of almost all age group and gender form the
customer base.
2. In Rajasthan where we wish to launch the pilot project there are almost 40lakh
malnourished children and 1.5crore anemic women.
SURPRISING FACTS ON INDIAN RURAL MARKET:
1. Rural market in India alone contributes to half a trillion dollars equivalent to 53% of
Indian GDP.
2. FMCG companies like HINDUSTAN UNILEVER makes business of 2000crore annually from
rural market.
3. There is constant demand for healthcare products in rural India
4. Estimated market for the rural FMCG product is of 65,000 crore INR.
5 The market that of the agricultural product is 45,000 crore INR.
6 In 2001-02 , LIC sold 53% policies in Villages.
7 50% of the BSNL mobile connections are in small towns and Villages.
8 Some of the biggest shampoo and detergent brands make their 95% of revenue from the
rural market.
COMPETITION:
There are various schemes of the govt. that are working on this problem.ICDS is the biggest
program of its kind in the world. There are several NGOs that trying to address the problem. But
as per the latest report of NDTV even to this date a child dies every 30 seconds in India due to
malnutrition. They have failed to address the problem due to following reasons:
1. Lack of specially hired autonomous team that can work for single issue.
2. Lack of incentives for the people working in the scheme which leads to decrease in the
consistency and motivation of the team.
3. Lack of vigilance in the distribution channels mainly due to corruption.
4. Lack of proper evaluation parameters that measure the progress
5. NGOs have failed due to lack of funding and lack of scaling.
Companies like Britannia tried to address the issue along with some NGOs years before but they
have not been successful so far. We are providing the cheapest product with all the requirements
of malnutrition in this sector. The advantages mentioned above are our key features that give us
the competitive edge over others.
ABSENCE OF MARKET BASED SOLUTION AND UNEXPLORED MARKET
WILL GIVE US THE ADDED ADVANTAGE.
MARKETING STRATEGY:
We have decided to provide the product to the customers for free during the first month in the
pilot project. For the proper execution we will delivering our product during medical camps
organized all over India every month. We are already in talk with many organizations like
www.sahaita.org and DRUV FOUNDATION who organize medical camp in India. We will be
distributing our product for free in the medical camps. Then after a month of the pilot study our
employees will personally go to the individual household and will provide the product at the
decided cost. We are also being guided by CIIE-IIMA on the implementation of the project.
PROMOTION: We will be taking help of MART a rural marketing consultancy firm for the
perfect launch of the Project. We will also organize medical awareness camp on anemia and
reproductive health of women so that women in the villages get aware of our product.
PRICING: Once we start cultivating our product of our own locally, we will charge Rs.2 for 5gm
of the supplement and Rs 4 for 10gm of the supplement. We will be charging higher in those
districts where people can easily afford Rs5 for 5gm and Rs8 for 10gm so that we can provide to
the poorest for free or at the lowest cost.
OPERATION AND EXECUTION PLAN:
Initially we will be buying the product from the suppliers and distributing it directly. Once we
start growing it we will produce the product ourselves.
1. Production:
The plant would be locally cultivated. The leaves of the plant would be processed by the local
village women after the harvest. There would be production unit at each district level.
2. Storage: There would be storage unit at every district level as well as a small packaging
plant or we can give contracts for the packaging.
3. Distribution:
paid incentives on per packet of the distribution. They will also work on promotion and
advertisement of the product. Local transportation facilities will be used to reduce the total cost.
4. Vigilance: The employee will distribute the weekly dose in the form of the carton that will
have unique code which will be tracked for vigilance. Senior officers will visit regularly for the
feedback on the product as well as to track the effect of the product and progress in health of
the patient.
Source: http://www.dellchallenge.org/projects/swasthabharat
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