Empowering Nutrition Through Carrot Jam at the Base of the Pyramid
The Kagome project, executed in partnership with IJK Group, aimed to develop a sustainable business model for carrot jam as a nutritional supplement rich in Vitamin A, targeting the Base of the Pyramid (BOP) population in India. Supported by JICA under Japan’s ODA program, this initiative sought to address critical social challenges related to nutrition and agriculture by establishing a vertically integrated value chain from carrot cultivation to market awareness.
Implemented between 2013 and 2015 in Bangalore and surrounding regions, the project leveraged local partnerships and in-depth field research to validate product concepts, develop distribution strategies, and promote nutritional awareness. IJK played a crucial role as the Indian partner, facilitating stakeholder engagement and providing comprehensive market insights to ensure project success.
Projects overview
This project was commissioned by Kagome Co., Ltd., Japan, and implemented with support from JICA. IJK’s involvement encompassed a wide range of activities to strengthen the business model and social impact, including extensive surveys, stakeholder workshops, and coordination with government and NGO partners. The initiative focused on both commercial viability and social contribution through improved nutrition.
- Conducted field surveys on carrot cultivation and raw material procurement across southern and northern India
- Organized workshops with experts to assess market conditions and BOP consumer needs
- Carried out prototype testing and awareness surveys involving over 100 BOP participants
- Facilitated meetings with Karnataka government officials and surveyed potential NGO partners for awareness campaigns
Final result
The Kagome project successfully laid the foundation for a sustainable carrot jam business that not only addressed nutritional deficiencies among vulnerable populations but also supported local agriculture. By bridging commercial goals with social impact, the initiative provided valuable market insights and fostered multi-stakeholder collaboration, positioning the product and partners for long-term success in India’s BOP segment.
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