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Good Morning !!!
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www.nurce.kz
https://sdu.edu.kz/profile_single-page/?smid=46059

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Context
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Leading Indian Nonprofit founded in 1974
Health, Nutrition, Education, Protection for underprivileged women and children
Direct Services * Knowledge Services* Facilitating Services
1200 Employees, Covering 5 M, 100+ Projects, Annual Budget INR 34 crores in 2011
Considered commerce since 2009

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CINI: Environmental volatility
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2004 2005 2006 2007 2008 2009
Receipt & Disbursement of funds by CINI (in INR 10 million)
Receipt Disbursement

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Attempting commerce: CINI Nutrimix
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 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
CINI Nutrimix

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Intended business model: CINI Nutrimix
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Product Production
Sales and
Distribution
Target
Audience

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Research and Practice: Mutual Exchange
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However situation as in Dec, 2012
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CINI was considering withdrawal
of the Nutrimix initiative

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Emergent Research Scope: Participatory Action Research
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Participatory Action Research (PAR)
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Day one of Participatory Action Research
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Revisiting Business model: CINI Nutrimix
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Product Production Distribution Target
Audience
Structural
Rigidity
Cultural
Entrapment
Inexperience
with
newer
elements
Legitimacy
Business became a donor funded development project

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Firefighting ( resources left to support 2 months of ops)
 Executive sponsorship
 Temporarily isolating the business from mainstream operation
 Bringing in production capabilities
 Shifting from retail to institutional sales
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Attempting Institutional Sales
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…. and it created newer opportunities

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Reaching monthly break even quantity
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4850 kg

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No celebration though !
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 Statutory limitations
 Internal rigidity
 Continued conflict with internal culture
 Afew concerned external stakeholders
 Initiative shows potential, but issues must get addressed

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Sponsored spinoff – CINI Community Initiatives
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2

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Business went for a toss…
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 Market preferred to buy products from CINI over CINI Community Initiatives
 Separation allowed some internal groups to deny access to CINI’s resources
 “That’s a company, no longer a part of us”
Transferred employees thought CINI was more secure place to work
 With continued confusion, we could hardly do any business in May-June, 2013
 “An absolute separation is not working, what will work?”

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Finding answer: CINCOMM as logical extension
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“Health, Nutrition, Education and
Protection for woman and child in
need”
“Strengthening CINI’s mission
through social ventures”
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Solution integrating CINCOMM Product and CINI Service
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Survey on Nutritional Status
Nutritional Gap
Community Sensitization
Customized Nutrimix
As part of intervention
Consumption monitoring
Data collection and analysis
product price covered the value added services
Institutional
Programs

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Malnutrition – “a national shame”
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Institutional responses
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“... 10 worst
malnutrtion districts
(list enclosed)
additional
nutritional support
in form of vita
Shakti/
Micronutrients/
Nutrimix may be
provided to overcome
the problem of
malnutrition …”

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CINCOMM: Gaining foothold
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Just when I thought the research was nearing completion…
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Proposal rejected !!!  only generating surplus can’t be CINCOMM’s only goal !!!
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Finding Opportunity in a Supreme Court Ruling
Ruling: Procurement of
processed food for
ICDS, Mid-day Meal
only from Community
or Local NGO
Observation: Issue of
Quality, Hygiene and
Corruption in
Community Model
Opportunity:Acommunity centric production and distribution model that would address the
observed concerns
“mass production by masses” – enhances livelihood opportunities but increases cost
“locally produced and consumed” - reduces storage, packaging and distribution cost
“community produced and supplied, procured by local development institutes/ Govt, distributed locally”
Strategic Management in binding
Social Science, Health Science, Food Technology, Org Sc, Public Policy, Community Development

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Building “community+”: optimizing automation and livelihood

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NUTRIMIX Community +
addressing
nutrition and livelihood generation

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Initial Response: Supporters/ Patrons/ Value Partners

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Completion of year 2: Indications of attaining legitimacy…
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Dear S ir,
I have been working for
CINI for the past 1
0
years. The proýect where
I am a supervisor will be
over in a few weeks. It
will cost my ýob.
I tried to sell Nutrimix
in my locality. The
responses have been
positive. I would like to
take distributorship of
Nutrimix.
If you agree, my family
will besaved.
S antanu Ghorai
“You are advised
to get
information on
the “West Bengal
model of
Nutrimix.”

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Financials till 2017
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CINI – CINCOMM
fighting COVID
https://cini.org.uk/692-2
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The journey has been long but rewarding….
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33.
Thank You
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