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Category: Social Developmental Health Initiatives Lehar Iron Chusti: Fortified biscuit & snack

Project Asha. Category: Social Developmental Health Initiatives Lehar Iron Chusti: Fortified biscuit & snack PepsiCo & MART. Pepsi Asha Project. Business Problem 7 out of 10 girls in AP (Age group 12– 18 years) are Anemic Challenge

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Category: Social Developmental Health Initiatives Lehar Iron Chusti: Fortified biscuit & snack

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  1. Project Asha Category: Social Developmental Health Initiatives Lehar Iron Chusti: Fortified biscuit & snack PepsiCo & MART

  2. Pepsi Asha Project Business Problem • 7 out of 10 girls in AP (Age group 12– 18 years) are Anemic Challenge • Reducing iron deficiency among girls in the age group of 12-16 years Solution • Launch of affordable Iron fortified food products (snacks and biscuits) and offering those through a sustainable model Lehar Iron Chusti Iron Fortified Biscuits & Puff PepsiCo (c)MART

  3. Strategy in Action Phase I: Creating Mass Awareness at • Relevant congregation platforms (Govt. & Pvt. Schools class 6th – 10th , Skilling Centres etc.) • Through “EDUTAINMENT” Phase II: Behavior Change Communication • Targeting individual households in villages (specifically R1 & R2) to ensure continuity • Female change agents ((ICDS worker, ASHA, SHG leader, NGO activist) Phase III: Last Mile Distribution • Product availability to TG in villages >2k population • linking to the company’s last leg of distribution system (c)MART

  4. ‘Sapno ki Shakti’ Scholarship Program Scholarships for Aspiring Girls Education @ Iron deficiency ‘Maa-Beti’ Diwas Active Engagement with Brand Celebrating Mother-Daughter Bond

  5. Amplification and Scale • 100% coverage- Guntur & Tenali towns & surrounding 84 villages • 280 schools and 110 communities- directly contacted 75,000 girls(50% of TG population in intervention geography) • BCC Agents appointed in all 84 villages- imparting education in 5,000 hhs (c)MART

  6. Success of Education program 3 Indicators of Behavior Change Pre and Post Comparison

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