What did it take for the company to bring this innovation to life?
- What were the drivers that led to the innovation? What were the forces / catalysts that triggered the development of the innovative idea?
- Only 10% of 6.5 million tons salt annually consumed in India were branded and refined.
- Only 25% salt in India was iodized
- Despite the availability of iodized salt, consumers are not educated regard the necessity of the organism for iodine
- Rejection for pay a premium price for iodized salt
- Loss of iodine in storage (up to 70% of loss), transportation and Indian cooking (even those who consumed iodized salt didn’t receive the recommended daily allowance of iodine): air moisture, high temperatures, poor quality of raw salt, low environmental pH, time before compsumption. PH levels of Indian species
- Iodine deficiency desorder
- 75% of Indias population is rural
- What were the barriers that has been faced? What were the main barriers that held back the organization and the stakeholders when developing the innovative solution? (price for the market segment, managerial support/commitment for development, technical issues, etc.)
- Price for market segment was high due high costs of distribution
- Creation of penetration channel to rural areas
- Though conditions for distribution to rural areas
- Skepticism of parents that child’s mental development depends on consuming right salt
- What were the enablers that made the innovation happen? Who were the key people, what have been the factors that enabled the innovative idea to prevail, and how did they help? Who changed the status quo?
- HLL endorsement Government trustful agencies to promote the consumption of iodine salt
- Shakti: Education from women of the same community. Word-of-mouth
- Creation of micro-business in the communities
- What is the result and impact? What impact the innovation has had or will have on the customers, market, competitors, and environment? What kind of new behavior does it trigger?
- Health conscious
- Entry of the traditional leaders into the iodized salt market
- Project Shakti empower women to stand among the men of the village
- Distribution of the other HLL products
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- What’s next for this innovation or the company? Based on the innovation, what is the company going to do next? (What the company wants explicitly and/or our assumptions of what could be next on this path.)
- Expand its product distribution
- Involving the major customer base to increase sales in volume
- Reduce transportation cost
- Improve supply chain
- Entered the common man’s household with a wide variety of products
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