Nourishing India
Location
This is Cargill India’s aspirational program. ‘Nourishing India’ addresses the very core issue of malnutrition and Vitamin deficiency in India and the paradox that India lives with. This program begins with oil fortification and will continue to impact a large number of people in India through other initiatives and collaborations.
About You
Section 1: About You
First Name
Ishteyaque
Last Name
Amjad
Website
Organization
Cargill India
Country
India
Section 2: About Your Organization
Organization Name
Cargill India Private Limited
Organization Website
Organization Phone
+91 124 4090207
Organization Address
14th Floor, Building No-9A, DLF Cyber City, Phase-III, Gurgaon, Haryana, India Pin- 122002
Is your organization a
For‐profit
Organization Country
United States
Your idea
Name Your Project
Nourishing India
Country your work focuses on
India
Describe Your Idea
This is Cargill India’s aspirational program. ‘Nourishing India’ addresses the very core issue of malnutrition and Vitamin deficiency in India and the paradox that India lives with. This program begins with oil fortification and will continue to impact a large number of people in India through other initiatives and collaborations.
Website URL
Innovation
What makes your idea unique?
Oil has ~ 99% penetration into the Indian household and fortification could be one of the best ways to carry the micronutrients to the masses. We took the lead in fortifying all our refined oils with Vitamins A, D and E. based on a scientific approach, catering to 40% RDA of Vitamin A, 16% RDA of Vitamin D and 5% RDA of Vitamin E. These vitamins remain stable even at a high temperature and can carry the benfits to the consumer.
Do you have a patent for this idea?
No
Impact
What impact have you had?
Through our Nourishing India program, we reach ~ 30 million people of India. Since edible oil market space has fierce competition in India, by taking this initiative of fortification, we have created a market standard that most of our (approx. 60%) competition has started to follow. We realise that while oil fortification benefits are reaching a large section of the society a large section of Indian population is still deprived of these benefits. With the help of local NGOs and the Global FoodBanking Network, Cargill India is also making the benefits of nourishment reach the last mile/ bottom of the of India’s population. We have together launched the India Food Banking Network. Cargill India also partners with Global Alliance for Improved Nutrition (GAIN) to advocate with the central and the state governments about the benefits of fortification and making the fortified food part of the public distribution system.
Problem
no other country in the world can exemplify the paradoxes as India does, World’s fourth largest economy (PPP) growing at the second highest rate of GDP growth, having the highest number of Billionaires in Asia, youngest population in the world also houses a quarter of the worlds hungry people, child malnutrition rate in India is worse than many sub-Saharan countries, WHO estimates that ~ 2.5 million children in India die every single year due to malnutrition. Taking cognizance of this, Cargill India constructed this program.
Actions
Oil has ~ 99% penetration into the Indian household and fortification could be one of the best ways to carry the micronutrients to the masses. We took the lead in fortifying all our refined oils with Vitamins A, D and E. based on a scientific approach, catering to 40% RDA of Vitamin A, 16% RDA of Vitamin D and 5% RDA of Vitamin E. These vitamins remain stable even at a high temperature and can carry the benfits to the consumer.
Results
Approx. 30 million consumers of Cargill's edible oil have a direct benefits of the oil fortification, a large number of our competitors follow the suit, thereby making thios number even larger
What will it take for your project to be successful over the next three years? Please address each year separately, if possible.
Integrating this initiative with a series of government run national and regional initiatives, such as Mid Day Meal Program, Integrated Child Development Scheme, successful roll out of India Food Banking Network and most of all encouraging the governments at the state level to incorporate fortified oil with their Public Distribution System.
What would prevent your project from being a success?
Government's apathy to have the private sector involve with their schemes
How many people will your project serve annually?
More than 10,000
What is the average monthly household income in your target community, in US Dollars?
Don't know
Does your project seek to have an impact on public policy?
Yes
Sustainability
What stage is your project in?
Operating for 1‐5 years
In what country?
India
Is your initiative connected to an established organization?
Yes
If yes, provide organization name.
Global FoodBanking Network, GAIN
How long has this organization been operating?
1‐5 years
Does your organization have a Board of Directors or an Advisory Board?
Yes
Does your organization have any non-monetary partnerships with NGOs?
Yes
Does your organization have any non-monetary partnerships with businesses?
Yes
Does your organization have any non-monetary partnerships with government?
Yes
Please tell us more about how these partnerships are critical to the success of your innovation.
NGOs can work as enabler for this program, Businesses would work as force multiplier and government as the most impactful and mass outreach partner, they will provide us with the reach
What are the three most important actions needed to grow your initiative or organization?
Integration with all stakeholders
The Story
What was the defining moment that led you to this innovation?
Being a leading player in the field of edible oil business, we realized that we will have to address the local issues of malnutrition and hunger India. Edible oil's penetration into the Indian household only made it a natural decison for us to take his initiatives.
Tell us about the social innovator behind this idea.
This was an idea muted by the Cargill India head and supported by the management
How did you first hear about Changemakers?
Personal contact at Changemakers
If through another, please provide the name of the organization or company
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Comments
“Thanks for a great entry! This is a simple and doable initiative that taps into the existing market. We are interested in learning more about any other initiatives that you are thinking about starting. Additionally, it’s evident that your initiative has the potential to impact many people, but we would like to learn more about how you’re measuring your impact and what your social impact is at the moment. We look forward to your response!”
- Naveen Shakir, Ashoka’s Changemakers
Comments
“Thanks for a great entry! This is a simple and doable initiative that taps into the existing market. We are interested in learning more about any other initiatives that you are thinking about starting. Additionally, it’s evident that your initiative has the potential to impact many people, but we would like to learn more about how you’re measuring your impact and what your social impact is at the moment. We look forward to your response!”
- Naveen Shakir, Ashoka’s Changemakers