Past work: Jump
Insights | International Nutrition
Create desirable, affordable, effective, Indian foods and solutions to help end malnutrition in India.
Problem
An Indian foundation and an American food company wanted to end malnutrition in India. We saw that consumers would reject a foreign processed food clearly meant for poor people. The client needed to get deep empathy, understand the food system, and then decode the business opportunity.
Approach
Brought partners together to share ambitions and perspectives on the problem.
Co-designed an immersive meeting for 30 people from both organizations. Created posters, directed creation of meeting assets. Learned fast about Indian food systems and poverty.
Learned from past efforts and present solutions.
Led development of qualitative fieldwork protocols and discussion guides. Trained team. Set expectations for interpreter partner. Guided clients through transformative experiences in fieldwork. Directed analysis of sample products and structured observations in the field. Translated insights into principles and design cues in our illustrative concepts.
Facilitated and contextualized learning for clients.
Helped team and clients internalize useful takeaways and empathy needed to serve Indian consumers, not just sell product; e.g., solutions should be desirable to the growing middle class, not an Indian version of UN rations.
Outcomes and Results
This project was a trial run for Mars and Tata Trusts to work together, with only a handshake and an MOU. Our facilitation of the joint experience, and the strength of our insights, helped them move forward. Our strategy and concepts enabled a viable path to market- and impact.
The first consumer product of their partnership, Gomo, leverages our insights to resonate with middle-class Indian consumers: nutritious, Indian, and family-oriented. It’s been widely distributed to essential workers during the Covid pandemic by the foundation in addition to regular sales channels.
Work done in collaboration with team from Jump and client, Mars, with Lumiere and Wood for Trees (complementary teams.)
Jump Team: Lauren Magrisso, Vijay Rajendran, Jon Gabrio, Catherine Smith, Michael Sena, and Lucas McCann, Neal Moore