1. Nourish to Flourish
Ila Nivedita
Jairaj NS
Manjunath C
Rahul A
Shrishti Khaitan
Hunger and Malnutrition
Awareness to eradicate Hunger and Malnutrition from
INDIA
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2. INDIA-TodayINDIA-Today
• Largest number of hungry & malnourished of the world live in India
• 43.5 % of children under five are underweight
• India falls in the alarming zone as per GHI(Global Hunger Index)
• India ranks at 67 out of 79 countries as per GHI(IFPRI) 2012
• India at 112 out of 141 nations as per Child Development Index 2012
Inclusive economic growth and targeted strategies to ensure food
sufficiency, reduce child mortality, and improve child nutrition are
urgent priorities for all states in India.
Increasing
Growth Increasing
Hunger
Not a problem of RESOURCES.
Where are we going WRONG??
Not a problem of GROWTH.
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3. HUNGER &
MALNUTRITION
INEFFICIENT
IMPLEMENTATION
INEFFECTIVE
IMPLEMENTATION
NO
AWARENESS
CENTRALIZATION
OF DECISION
CONCENTRATION
OF WEALTH
LACK OF SOCIAL
WILL
LACK OF POLITICAL
WILL
POVERTY
No
awareness
Awareness
Avail-Adapt-
Do
Improvement in
Quality of Life
Awareness connects all the dots to
eradicate
hunger and malnutrition
• Only 1/3rd of children between the ages of six and nine
months are fed semi-solid foods in India
• less than 40 per cent of infants in India are exclusively
breastfed during the first six months
• Uttar Pradesh where underweight is prevalent in the sample is
46 %, 94 % of women describe their children’s nutritional status
as “normal”
These statistics reflect lack of awareness, so if you are not
aware of it, it can hurt you and it is HURTING BADLY.
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4. Healthcare
Food
Societal prejudice
IGNORANCE IS BLISS
Lack of awareness: Root cause of most problems.
We need to create & increase
AWARENESS about
Healthcare
• Proper Mother-
child care practices
• Sanitation
• Clean Drinking
water
• Child feeding
behavior
Food
• Not just Quantity or
Calorie intake
• Nutritional value of
food
• Fortified and
enriched food
• Food and nutrition
policy
Societal
prejudice
• Attitudinal shift to
reverse gender
discrimination
• Importance of
Women's well
being
• Child rights
• Child’s health &
development
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5. Penetration
New policy
creation
Addition of
new region
Diversification
Existing
policy
Existing
policy
New
policy
New
policy
New
Area
New
Area
Target
Existing
area
Existing
area Market Penetration
• Stop reinventing the wheel
• Optimize usage of resources
What is it?
• Already resources, plans and policies are engaged but they are not effective
• Huge gap between the intended and achieved target
• Lack of awareness results in low market penetration
How does it work?
• Identify the weak links in the existing system and tries to strengthen them
• Improves implementation and execution of policies already in place
Why?
• Uses existing network of NGOs, government policies and schemes
• Leverages existing infrastructure
• Saves additional cost incurred to change the system
• Existing setup provides a lead to follow instead of starting from the very start
Market Penetration
Policies already in place
ICDS
Midday
meals
National
food security
mission
National
nutrition
mission
MGNREGA PDS
Janani
Suraksha
Yojana
National
rural
livelihood
mission
National
rural health
mission
National
food bill
Anganwadi
centers
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6. • Mother to mother help groups
• Basic guidelines: include awareness for sanitation, childcare, nutrition
NGOs and Self-help groups
• Extensive network of students and parents
• Inculcate good habits and educate about nutrition
• Provide platform for knowledge sharing and informative sessions
Schools
• Already working to spread awareness
• Need to improve effectiveness and reach
• Incentives for officials working on such projects
• donations go to diseases, not the underlying causes
Government centers
• Union(Auto/labor) platforms can be used to reach out to masses
• Inline solutions with religious and cultural beliefs
• People trust priests, maulawi, and fathers and tend to follow whatever they preach
• Channelize beliefs and customs for welfare of people
Community activities
• Larger than life effect from celebrity-endorsements
• People diligently follow celebrities
• Alliance with an endorser can convey important information about an attribute that
helps to motivate people for a cause
Celebrity endorsements
Social media
Print media
Broadcasting
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7. 7
LEVEL TASK AT HAND ORG CHART EXECUTIVE HEAD
1
Central planning in collaboration with all the
concerned ministries
Central Government one of the heads of present scheme
2
Info dissemination and resource allocation at
district level
State Government MD state - administrative officer
3
Info dissemination, resource allocation and
implementation road map at taluk level
District HQ Commissioner of district
4
Execution plan at village level in detail in
collaboration with the ACTION-team
Taluk Taluk head
Action
Execution by ACTION-team with
the help of panchayats and collecting and
maintaining data
Village panchayats Sarpanch
• Team involving people from existing schemes like anganwadi, PDS and NGOs, Volunteers & student .
• Team Size : 10 members per group of 500Action team
• Phase:1- Top 5 states affected by malnutrition and Hunger
• Phase:2- Top 10 states affected by malnutrition and Hunger
• Phase:3- remaining states affected by malnutrition and Hunger
PHASES
8. Awareness will help people exit vicious cycle and fulfill their physiological needs; they will no more be a burden
and will start contributing to the society
Increase in AWARENESS will help increase the standard & quality of life, by which
citizens can satisfy PHYSIOLOGICAL NEEDS which are the most basic human needs
Low birth
weight
Stunted child
Malnourished
girl
Malnourished
mother
Inter-generational vicious malnutrition cycle
BREAKING THE CHAIN
BREAKING THE CHAIN
BREAKING THE CHAIN
BREAKING THE CHAIN
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9. Assumption: Average working hours per day = 8 hours
•Work hour lost per day per person: 4.5 hours of moderate work (8hrs - 412/120hrs)
and 6.12 hours of heavy work (8hrs – 412/220hrs)
•Heavy work requires 220 Kcal per hour.
•Moderate work requires 120 Kcal per hour.
One CU represents the calorie requirements of a reference
man aged 20-39 years, weighing 60 kg, doing sedentary work
•Average wage of Rs. 65 per person per day of 8 hours, per hour earning = Rs.8.125
•Loss of productivity per day per person that may be avoided = Rs. 36.5625
•Loss avoided in total considering 300 working days = Approx. US $ 58 billion
•Total GDP of India for the year 2011 = US $1710.9 billion
Considering 4.5 hours of moderate work lost per day
Normal
Calorie
Intake
Actual
Caorie
Intake
Basal
Metabolic
Rate
Available
Energy
Energy Requirements per
day (Kcal)
2302 1612 1200 412
2302
1612
1200
412
0
500
1000
1500
2000
2500
Energy Requirements per day (Kcal)
ENERGY REQUIREMENTS FOR DIFFERENT NATURES OF WORK
Nature of Work Adult Males Adult Females
Moderate 2449 2175
Heavy 2532 2211
Pooled 2448 2106
Sedentary 2402 2044
Average 2457.75 2134
121
77.8
28.786
0
50
100
150
Total Population Working Population Working Population
suffering from Malnutrition
Population Distribution(Crores)
% OF GDP GAIN EXPECTED = 3.4%
Human Resource Quantity and
Quality Drastically Improves
3.4% INCREASE IN GDP ON SUCCESSFUL TREATMENT OF MALNUTRITION
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10. 10
• Existing network may feel it is a burden
• People involved may lack knowledge
• Corporate see it non-viable to invest time & money
• Targeted people may not respond
• Monitoring, Feedback system
• Students may not participate
• Existing network may feel it is a burden
• People involved may lack knowledge
• Corporate see it non-viable to invest time & money
• Targeted people may not respond
• Monitoring, Feedback system
• Students may not participate
• Incentivize the people involved
• Action-team should be trained before hand
• Recruit volunteer to participate & raise funds
• Coax and persuade them
• Collect data and maintain Management Information
System
• Make participation part of curriculum and issue
certificates
• Incentivize the people involved
• Action-team should be trained before hand
• Recruit volunteer to participate & raise funds
• Coax and persuade them
• Collect data and maintain Management Information
System
• Make participation part of curriculum and issue
certificates
The epidemic of malnutrition not only inhibits the development of each child, but also the development of the nation
as a whole. Infant malnutrition is an injustice which manifests itself severely through the cognitive, physical, and
psychosocial shortcomings in development of each child affected, and in turn, creates an immense societal problem for
the nation.
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Combating malnutrition effectively is a continuous process of analysis, review, changes and control.
Feedback mechanism to achieve desired end state
12. REFERENCES & BIBLIOGRAPHY
• India state hunger index Comparisons of hunger across states, Purnima Menon, Anil Deolalikar, Anjor Bhaskar,
Feb 2009,Washington D.C., Bonn, and Riverside, IFPRI
• 2012 Global huger index , The Challenge of hunger: ensuring sustainable food security under land, water, and
energy stresses, Bonn / Washington, DC / Dublin October 2012, IFPRI
• Children in India- A statistical appraisal, Social Statistics Division Central Statistics Office Ministry of statistics and
Programme Implementation Government of India, Sep 2012
• http://indiancag.org/manthan/resources
• http://mospi.nic.in/mospi_new/upload/sel_socio_eco_stats_ind_2001_28oct11.pdf
• http://www.nnmbindia.org/NNMB-PDF%20FILES/Report_OF_2nd%20Repeat_Survey-96-97.pdf
• http://www.tradingeconomics.com/india/gdp
• http://censusindia.gov.in/Census_And_You/age_structure_and_marital_status.aspx
• http://www.medindia.net/news/adult-malnutrition-vastly-ignored-in-india-says-dr-binayak-sen-96599-1.htm
• http://labourbureau.nic.in/Wage_Rates_Rural_India_2008_09.pdf
• http://nihfw.org/Publications/material/J089.pdf
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