Apr 4, 2013, updated April 2013
India faces a widespread issue of ‘Hidden Hunger’ due to prevailing micronutrient deficiencies majorly in Vitamin A, Iron and Iodine.
The Popularly Positioned Product, MAGGI Masala-ae-Magic has been developed with a view to address these deficiencies where they are most prevalent, among low income consumers. The product is an affordable spice based taste enhancer, fortified with micronutrients, namely iron, iodine and vitamin A and has been designed to be easily combined with traditional dishes.
Due to the existing lack of information regarding micronutrients, Nestlé India developed a campaign to create micronutrient awareness through Health Camps.
Drishtee health team developed the idea of rigorous community sensitization through health camps. Nestlé, as a partner of Drishtee supply chain network, volunteered to support the idea and help it to grow from an idea to reality. Dr. Minal Singh, AVP-Health services, Drishtee Foundation
Nestlé India identified states in which deficiencies were most prevalent and aimed to develop a supply chain to cater to these regions. Of the states identified, Uttar Pradesh was one such region where Drishtee was planning to set up health franchises in villages. As part of their work in developing local capacity, Drishtee enables health franchisees in villages offering diagnostics services, over the counter (OTC) medicines and other health products, which are then supported by qualified practitioners and local hospitals.
Nestlé collaborated with the Drishtee Foundation to set up health camps, where visitors received information regarding micronutrients and their deficiencies, in addition to health services. Samples of the MAGGI product were distributed at the health camps and made available in the villages by leveraging Drishtee’s pre-existing retail points.
Value to Society
During the pilot stage of the Programme 220 health camps were organised. The project also created greater access to a safe, high quality product and greater knowledge about nutrition and micronutrient deficiencies.
Value to Nestlé
Nestlé achieved distribution in new markets and engagement with the community.