2. Context
1
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
5. 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
6. Intended business model: CINI Nutrimix
5
Product Production
Sales and
Distribution
Target
Audience
12. Revisiting Business model: CINI Nutrimix
11
Product Production Distribution Target
Audience
Structural
Rigidity
Cultural
Entrapment
Inexperience
with
newer
elements
Legitimacy
Business became a donor funded development project
13. 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
12
16. No celebration though !
15
Statutory limitations
Internal rigidity
Continued conflict with internal culture
Afew concerned external stakeholders
Initiative shows potential, but issues must get addressed
18. Business went for a toss…
17
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?”
19. Finding answer: CINCOMM as logical extension
18
“Health, Nutrition, Education and
Protection for woman and child in
need”
“Strengthening CINI’s mission
through social ventures”
3
20. Solution integrating CINCOMM Product and CINI Service
19
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
22. Institutional responses
21
“... 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 …”
24. Just when I thought the research was nearing completion…
23
Proposal rejected !!! only generating surplus can’t be CINCOMM’s only goal !!!
4
25. 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
29. Completion of year 2: Indications of attaining legitimacy…
28
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.”
