CUSTOM CHALLENGE; INDIA
PROVEN INTERVENTION TO BE DISTRIBUTED
Nutritious foods and other essential nutrition interventions for those facing malnutrition.
Learn more about the Custom Challenge and why we only fund ideas that focus on distributing proven poverty interventions.
DISTRIBUTION MODEL INNOVATION
The problem of malnutrition is more common in India (~43%) than in Sub Saharan Africa (~26%). Anemia (low levels of hemoglobin) affects 74% children in India under 3 years, more than 90% of adolescent girls and 50% of women. More than 50% of all childhood deaths in India are attributed to malnutrition. The Breakfast Revolution tackles micronutrient (vitamins and minerals) and protein deficiency in children, adolescents and women from the poorest communities by leveraging proven interventions of food fortification, deworming, and vitamin A prophylaxis. To successfully distribute their fortified products, The Breakfast Revolution ensures they are low-cost, tasty, easily accessible, and evidence based. Their products are:
- Supercookie: Cookies made of whole wheat and oats, fortified with 70 -100% RDA of vitamins A, D, Calcium, Iron, Folic Acid, naturally rich in protein and fiber.
- Supermilk: Vitamin A and D fortified, organically produced soy milk
- Suberbeans: Air-roasted and flavored soybeans, intrinsically rich in protein
- Superdrink: Similar to tang, fortified with vitamins C and B complex and electrolytes
The manufacturing is outsourced to Indian FDA-approved manufacturers and The Breakfast Revolution focuses on behavior change communication, distribution, and monitoring and evaluation. Consumers / beneficiaries are put on a program that begins with a baseline health evaluation, deworming and vitamin A prophylaxis, and 3-6 months of our food products 3-5 times a week. Health evaluations are repeated 3-6 times monthly. The Breakfast Revolution will utilize several distribution channels including selling directly to consumers through female entrepreneurs based in slums, selling products to NGOs offering meal programs, and through public-private partnerships with government nutrition programs to get their fortified products to the people who need them on a mass scale.
PILOT AND SCALING GOALS
- Serve 1,400,000 meals in the first year
- Reach 60,000 beneficiaries in 2 years
Neelam Jethwani - Co-founder, Chief Operating Officer
Dr. Pankaj Jethwani - Co-founder
Manasvini Mehta - Director, Business and Micro-Franchise Development