Winning it the Apple Way

Winning it the Apple Way

Sinja, Jumla, NepalKathmandu, Nepal
Organization type: 
Project Stage:
$1,000 - $10,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Jumla is lost in the scramble of donation based development projects, illiterate people, malnutrition, unemployment and social problems despite having a huge prospect on tourism and local products. The project will market its best product (Apple); in leading a self-sustaining development model.

About Project

Problem: What problem is this project trying to address?

Women are central part of family and societal development. Yet women in Jumla face hardship in daily life that extends from giving good food to their kids to accepting domestic violence due to their economic dependancy and patriarchal roots of the family. Their prospect though lies on apples farming. However, small scale farming for domestic use has been common thus far. To add to this the education standards are low and unequally accessed.

Solution: What is the proposed solution? Please be specific!

Three phase solution: Phase I: Working in Bairagi Dada, Sinja, Jumla (the impact area) in employing women there to produce a product line of fresh apples, dried apples, jam and pickle. Phase II: The products made in Jumla would then be sold to the urban population of Kathmandu via the Apple Cafe - a apple themed cafe in the centre of the city and our online selling website. Phase II: This phase would take the profits back to Jumla. The project would be working on nutrition, education and women development with the funds created out of it. There shall be no donations but the services shall be given in exchange of anything that would enhance the project as a whole and ensure the projects' sustainability.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

- Out of the 250 women out there in Sinja, Jumla; 25 would get direct employment at the end of the first year making them financially independent. - The rest of those women will be getting trainings on other ways to generate income and improve their standard of living. - The women working in our factory will be given education allowance for their children to study for free till high school. - The small ones will be getting free lunch throughout the year, for they do not have access to good food. - Yearly allocation of profits shall be used to enhance the learning environment in two of the nearby public schools. Henceforth, the project will be influencing 30 households and a total of around 400 people will be in impact directly.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

Our products will be thematically limited to apples. As one of the few thematic product lines based on organic farming, taste, genuine production and social returns; the scope of our market is limited to urban apple lovers. Apart from the theme – Apple; our products shall be differentiated from others in the market by its three peculiar characteristics: the use of organic apples, online sales and us returning most of the profits back to the people of Jumla; in what we aim to establish as a unique social enterprise model.
About You
About You
First Name

Kaushal R

Last Name


About Your Project
Organization Name


Organization Country

, Kathmandu

Country where this project is creating social impact

, Sinja, Jumla

How long has your organization been operating?

1‐5 years

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Your Solution
Founding Story: Share a story about the “Aha!” moment that led you to get started and/or to see the potential for this to succeed.

I had gone for a project on sanitation in Karnali in the August of 2011. Quite late in the evening there were two kids fighting over a biscuit; submerged partially in cow-dung. One of them stood victorious in eating it. I couldn't see this. Moment then and years on, Karnali is the place where I go atleast once a year and try to solve anything that I could. Having started to think about an entrepreneurial career I went Jumla in the Karnali zone last month for a research. Among different places I found similar story in Dada Gaun where I had to sleep in bare wood one evening as there was no hotel around. This affirmed my interest to serve the region and now I am up designing 'Winning it the Apple Way'.

Select Sector(s): To which of Unilever's categories of sustainability does your solution apply?

Nutrition, Sustainable Agriculture, Smallholder Farmers, Supply Chain Micro-entrepreneurs.

Measurable Impact
Audience: Who have you identified as your customers/recipients and why? How will you get your solution to them or engage them in your initiative?

The project is the unique blend of production in the rural, selling in the urban and taking the profits back to the rural. Women in Jumla will produce apple products that would be sold to the urban community via the apple themed cafe. The profits made then would be invested back in the society of Jumla; this making the cycle of income generation continuous and recurring. As it grows mature, the bigger it gets in terms of returns.
Beneficiaries: Women, Small Farmers, Children of Jumla

Impact: What is the impact of the work to date and expected impact in the future?

Winning it the apple way is in the conceptualisation stage. Till now the team has visited the place, Bairagi Danda, twice and done a brief survey on the costs of production. Finding further on the prices of apples and apple related products the small hold farmers of Jumla have been facing serious concerns over market and sales. The project has no such impact till date except for creating hopes for the people of Jumla. Its expected to provide employment to women, good education to children and create a better Jumla. Winning it the Apple Way will be a not for profit based model. Teamed up with experts from marketing, sales and production; the team possesses a serious interest to serve the people of Jumla. The model is also to invest in education of students with great prospects and engaging them back to the development of Jumla; thus making this a evergreen sustainable project.

Growth, Finance & Leadership
Scaling the Solution: How do you intend to scale your activities over the next two years (e.g., reach new markets, diversify solutions, etc.)? What will make this possible?

First Year: In the first year our product line shall be limited to fresh apples, dried apples, spicy dried apples, pickles and the sales of apple cafe in Kathmandu. While we remain keen on expansion in other parts of Nepal, our serious concern is to increase the sales by 50% every year for the first 4 years. Starting 4th year the project will then aim at establishing its own winery and thus entering into commercial liquor market. In the meanwhile, the employment opportunity will be for 30 people directly in the first year and will increase to 60 in the second year; considering different phases of time. The project also aims at expanding its supplier network to other parts of Jumla; thus contributing in increased sales in the urban area.

Financial Sustainability: What is your business model to ensure financial sustainability?

Winning it the apple way aims in solving the problems of Jumla using a social entrepreneurship model. The financial sustainability of the project shall be based on its sales of products related to apples both physically via the Apple Cafe and online. The cafe would then increase revenue. Our project aims at enhancing quality by investing 50% of the profits on business development while 50% would be for society as investment with future returns.

Experience: Please provide examples of any previous entrepreneurial initiatives you have pioneered.

I have been involved in different entrepreneurial activities in the past.
- Currently I am the co-founder and owner of Kaya-Kalpa Pvt. Ltd.; a management consultancy firm based in Kathmandu.
- I also own a t-shirt brand called the Reflection.
- My not for profit initiative under Kaya-Kalpa is running successfully as the Nepal Chapter of International Humanistic Management Network where we are trying to promote the idea of happy workplaces.