Salt of the Earth Documentation of Diploma Project 2015
Chaitrali Bhide
Srishti Institute of Art, Design and Technology This product was designed as part of the Undergraduate Professional Diploma Program for the academic year 2014-2015 under the project : Impact Edge: Salt of the Earth Project Mentors: Jacob Mathew, Ritu Sonalika
Impact Edge : Salt of the Earth Documentation of Diploma Project 2015
Chaitrali Bhide
Acknowledgements I would like to thank Dr. Geetha Narayanan, Director, Srishti Institute of Art, Design and Technology for the opportunity to work on this project, SABRAS for the opportunity to help support such a humble artisanal community, and Impact Edge for the space and technology facilities. I would also like to thank Jacob Mathew, Ritu Sonalika, and Naga Nandini for their encouragement and guidance through the project. I would like to appreciate Mr. Rajesh Shah, Mr. Purushottam, and Mr. Baldev at S.A.V.E. (Ahmedabad) for taking time out of their busy schedule to familiarize us with the company and the community, salt making processes and business values at SABRAS. I would also like to thank George Stephanos Eapen, former professor at INSEAD, and Anupama from ‘The Dharma Project’ for taking time of their busy schedules to share their wisdom and business experiences. Special thanks to Mr. Raj Mehta, and Chef Siddharth Mahadik for sharing expert opinions from their industry experience. I like to acknowledge the team contribution of my peer, Aakash Kedia during part of the initial research phase for the Salt of The Earth project. I would to thank Sonalee Mandke , Sudipto Dasgupta, Vijaykumar, Amitabh Kumar, and Pitambar Polsani for their feedback and valuable guidance at the Seminars. I would also like to thank Pandrang Row, for his continuous support and guidance through this project. I would also like to thank the printing place which printed and bound this folio for me. Special thanks to Spenta Wadia, Priyanka Mehta, Sreemoyee Roy Choudhury, Sanika Sahasrabuddhe and Vinay Krishnan for their feedback and encouragement through the project. Last but certainly not least, I would like to thank my parents for their continuous love, guidance and immense support, without which this project would’ve been impossible.
Table of Contents Pg. No.
Executive Summary
1-3
Introduction
5-15
Immersion
17-45
Exploration
47-69
Conceptualisation
71-127
Demonstration
129-165
Learning Outcomes
167-169
Bibliography
171-185
Project Proposal
187-189
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Executive Summary
1
Executive Summary
The Agariya community in the Little Rann of Kutch is being under-valued and under-paid for their skill and toil in the salt pans year after year. They are paid a measly sum of Rs. 0.140.17/kg salt whereas it is sold to the consumers for Rs. 14-20/kg, a mark up of 100 times its original value. It is important to make their line of work more profitable for their upliftment by increasing the sale of their product and by sharing their story. India’s current population consumes up to 60 lakh tonnes of salt annually. There is a growing demand for gourmet salts and spices amongst a small but influential concentration of the country’s consumers that would be highly profitable if tapped into. The current salt market in India comprises of big corporate brands selling refined, anti-caking, free-flow salt that contains several additives. The Earth Salt harvested by the Agariyas is an artisanal crystal salt that is pure and unadulterated. SABRAS is an enterprise built towards creating a sustainable business model for enhanced shareholder value and for improving the livelihood of small salt manufacturers (Agariyas) in The Little Rann of Kutch, Gujarat. The company currently requires funds to take action towards their cause. What they lack in funds, they make up for in passion and perseverance. As per the existing potential market, as well as the designed market strategy and business plan, the effective and profitable execution of ideas for the sale of this crystal earth salt would require an initial investment of above Rs.80,00,000/I was inspired to come up with a strategy that will highlight the unique nature of the handcrafted salt to help mainstream the marginalised salt-pan workers.
2
Executive Summary
3
Introduction Project Brief Design Thinking Business Design Golden Circle Design Tools
5
How design fits into Business. 6
Introduction Project Brief
Impact Edge cluster offered projects that combine business strategy with design thinking, to design impact businesses that seek to create social impact profitably. Key takeaways of the project were : •
How to apply systems thinking to solve social problems
• How to understand and design a business • How to use the tools of Design Thinking and business strategy in a real world scenario • How to analyse and build an impact enterprise The Salt of the Earth project aimed at designing a business plan that would better profit the Agariya community while also raising awareness and a sense of appreciation for their toil in the salt pans and their craftsmanship. The Artisanal salt, through a well-designed business plan, business strategy, marketing strategy, developed branding and packaging, would convey the story of the Agariyas. As a student of design, I have had the opportunity to explore my creativity through various media. At the peak of my undergraduate education, I was more focused on innovative product design and user experience design. However, the concept of a business design project sounded intriguing and challenging. I saw it as an opportunity to learn and build a new skill set. I knew this knowledge and experience would also be useful if and when I decide to become an entrepreneur. 7
Design Thinking Steps - Stanford d.school - Convergence and Divergence 8
Introduction Design Thinking
I was introduced to Design Thinking while working on a user-centered design project under Srishti Labs (S.Labs). I have tried to apply design thinking to all my projects and follow a usercentred approach. While considering applying for post graduate studies, I came across Design Strategy as a subject. I found that Design Strategy uses core elements of Design Thinking and a user-centered approach to solve problems. The Impact Edge cluster deals with designing social enterprises – business design for the other 90%. I felt that this project was a great opportunity to learn more about Design Strategy from a business perspective. The real world applications of the project, of being able to help empower a community to empower themselves appealed to me.
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10
Introduction Business Design
Business Design is quite a new concept. However, several companies big and small are beginning to see the value in business design as a tool for competitive advantage. Most businesses exist for the exchange of goods/services. However impact enterprises, in addition to providing an exchange of goods/services, exist for equitable profit for all stakeholders; they exist to make an impact first. Some of the studio discussion introduced us to what impact enterprises are. We talked about concepts such the four pillars of sustainability for an impact business • Financial • Cultural (Contextual) • Equitable (Social) • Environmental.
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Introduction Business Design
I referred to the ‘Business Model Generation’ book by Alexander Osterwalder and Yves Pigner to better understand business design and how to design a business model. The book describes three core types of businesses – Product Innovation lead, Customer-Relationship Management focused and Infrastructure Management focused. Reading about the types of businesses and the 5 main Business Model concepts based on business model patterns (Unbundling, The Long Tail, Multi-sided Platforms, FREE and Open), brought clarity on what business model might work for my project. Reading ‘Creative Confidence’ by Tom and David Kelley, was truly inspirational. It motivated me to stay on track and keep the bigger picture in mind. They continue to habituate themselves with and encourage others to follow the Design Thinking process. I aspire to be able to apply their valuable lessons for all my future projects as well and in everyday life. They emphasize on Human-centered design, and I agree that empathy is a crucial design tool for innovative design whether for products, systems or businesses.
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Introduction Golden Circle
Design Tools
Simon Sinek talks about ‘The Golden Circle’ and how people don’t buy what you do, they buy why you do it. The core belief of a company becomes ‘why it exists’. He says “What you do is simply the proof of why you do it.” As a class activity, we worked on developing ‘The Golden Circle’ for our individual projects.
To better acquaint myself with the context of the project, I followed a process to acquire and assimilate the data. I referred to design thinking tools for research and conceptualization such as - LUMA cards, IDEO HCD tool-kit. I made use of tools such as Empathy Map, Fly-on-the-wall, and Interviewing. I also participated in an online course on ‘Design thinking for Business Innovation’ conducted by the Darden School of Business at the University of Virginia, as well as on ‘Introduction to Marketing’ by the Wharton School of Business at University of Pennsylvania to better acquaint myself with business design and design thinking for enterprises.
Designing for Growth - Design Process 15
Immersion Secondary Research Competitive Analysis Field Visit The Client The Agariyas Salt-making Process Business Model Canvas
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India is the 3rd largest producer of salt in the world.
Salt produced in India 18
Immersion Secondary Research
I compiled the information gathered from secondary research which helped me understand the context of the project better. I studied the chemical properties of salt, how it has affected our perception of taste as well as the role it has played throughout the history of mankind - politically and economically. The data also helped assimilate the current salt market, food trends, as well as production and intake of salt world over.
Gourmet salts market (value), projected to grow at 6.3% CAGR(Compound Annual Growth Rate) from 2014 to $1,340.9 million by 2019.
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Competitive Analysis - Value Mapping 20
Immersion Competitive Analysis
In order to understand the salt market, I conducted a competitive analysis. I studied salt brands, their proposed values, costs and packaging both within I ndia and internationally. I also studied products available at local grocery stores as well as organic and gourmet food stores such as Food Hall, Nature’s Basket etc. in Bangalore. Additionally, I studied products online which seemed unique or intrigued me in the international market. I made sure to analyse the market data in relation to the salt produced by the Agariyas.
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Immersion Competitive Analysis
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ASA - 50g for Rs. 283/-
Fleur de Sel - 100g for Rs. 485/-
Salfiore di Romagna - 1000g for Rs. 590/-
Conscious Foods - 500g for Rs. 30/-
Competitive Analysis
Jamie Oliver - 70g for Rs. 350/-
Only - 100g for Rs. 59/-
I-Shakti - 1000g for Rs. 12/-
TATA - 1000g for Rs. 16/(has a market share of around 37% in India) 23
Immersion Competitive Analysis
24
Turn Organic - 95g for Rs. 125/-
Nature Smith - 125g for Rs. 150/-
KEYA - 200g for Rs. 90/-
Catch - 200g for Rs. 25/-
Competitive Analysis
TATA - Low Sodium - 1000g for Rs. 25/-
Aashirvaad - 1000g for Rs. 15/-
Saffola - 1000g for Rs. 28/-
Akar - 1000g for Rs. 16/25
Immersion Competitive Analysis
26
Maldon - 125g for Rs. 395/-
The Meadow - 80g for Rs.. 447/-
Morton - 700g for Rs.. 380-
Murray River Gourmet - 120g for Rs..800/-
Competitive Analysis
Gourmet food is made using high quality exotic ingredients for a fine dining experience. Artisanal/Hand-crafted s alts are considered to be gourmet ingredients. There is a wide variety of gourmet salts produced world over, such as Fleur de sel, Kosher salt, Sel gris and Flake salt. There are three grades of salt harvested by the Agariyas. Based on the chemical and physical properties and production techniques of the various gourmet salts, the salt produced in the Little Rann of K utch is most comparable to Sel gris.
PODA
KARKACH
BACHCHA
- Large Crystals - Harvested at the end of the season - Has impurities like mud etc. - Used for Industrial purposes
- Medium Crystals - Harvested every 3 months - White Pure Crystal - Best for edible salt - Also used for industrial purposes
- Small Crystals - Harvested after first 45 days - Super White Pure Crystal - Best quality edible salt
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Little Rann of Kutch
Immersion Field Visit
An on-site visit to the Little Rann of Kutch was an essential part of the research. The Little Rann of Kutch is an Indian Wild Ass Sanctuary. It is also home to several species of migratory birds. The Agariya community has been practicing their salt-making craft in this marshland for several generations. The field visit was a great opportunity to acquaint myself with the salt making and packaging process, as well as to interact with the Agariyas to understand their lifestyle, ambitions and fears. The salt harvesting process is labour intensive in harsh environmental conditions, and it was humbling to speak with the artisans who help bring salt to our tables.
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Immersion The Client
The field visit to Gujarat was a good way to check in with the client – S.A.V.E. (Saline Area Vitalisation Enterprise) Pvt. Ltd. and to align my work direction with the company’s values and goals. I had the opportunity to meet Mr. Rajesh Shah during this time; He and his staff were extremely generous in sharing their valuable time with us. They familiarized me with S.A.V.E., the prior products and operations of SABRAS, as well as the future plans for the company. It also helped me better prepare myself for primary research.
Solar Pumps provided by SABRAS
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Immersion The tradition of salt production
The Agariyas
has been passed down for generations in the families of the salt pan workers. The Agariyas work in the pans for 8 months of the year in harsh weather conditions. The salt harvesting process is very labour intensive and is carried out without sufficient protective gear. They are usually from villages 10-30km away from Little Rann and either travel daily or reside in the desert for work. Fears/ Concerns • Don’t enjoy their work • Have no alternative skills • Don’t want children to continue field • Don’t earn sufficient savings (weddings, dowry, assets) • They currently earn Rs. 250/- for 1 tonne of salt
32
During the working months, the salt pan workers live and work with
Make-shift houses made using local materials
their families.
‘Chakda‘ used for transport
Shared small living spaces in temporary house
33
Immersion The Agariyas
Education
Health
Shelter
- Children join school in the village at 5yrs.
- Harsh weather conditions.
- Temporary house made of m ud and found materials
- High Blood Pressure - Some travel daily for 10-15kms to attend school.
- Eye and Skin diseases
- The house barely protects against heat and strong winds
- Children staying near the pans do not attend school.
- Lack of access to fresh a nd clean water
- Makeshift open toilets for defecations and bathing.
- Nearest doctor is in the village 15km away - Hospital is about 30-40km away.
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The Agariyas
Assets
Resources
Natural Resources
- Cycles
- Water Tanks
- Underground Brine
- Motorbikes
- Pipelines
- Open Land
- ‘Chakada’
- Weekly village visits for food and other necessities
- Solar energy
- Rakes - Filled drums for water
- Specific temperature requirements for evaporation
- Solar Pumps - Diesel Pumps
- Connect solar pumps to generator for electricity
- Motor
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Family Tree of a typical Agariya family 36
Immersion Value Chain
Current Value Chain for 1kg of salt 100 times of original value 37
Immersion Salt-making Process
1 Pans created after monsoons
2 Pumps installed
3 Underground brine is pumped into the pans 38
4 Water evaporates naturally
One harvest season spans 8 months from October till May.
5 Salt begins crystallizing
6 Agariyas rake the salt crystal layers
7 Salt crystals vary in size and quality
8 Salt is collected after 45 days, after every 3 months and after 8 months 39
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Immersion Business Model Canvas
This initial research phase helped systematically lead me towards opportunities for design intervention for this business. (as seen on the left) Once the context of the project was clear, we were introduced to The Business Model Canvas from ‘The Business Model Generation’ book. The 5Ws+1H (Why, Who, What, When, Where, and How) served as a good framework to arrive at the Value Proposition; which then led to the structure for the right hand side of the Business Model Canvas; and then the left hand side.
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Immersion Business Model Canvas
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Business Model Canvas
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Immersion Business Model Canvas
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Business Model Canvas
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Exploration Primary Research Gourmet Salt Market Further Research Insights Strategy Blue Ocean Strategy Niche Marketing Creating a Niche Customer Persona Strategy Channels Scenario
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Exploration Primary Research
I conducted a survey to understand a segment of t he existing and potential consumers. The data was collected from enthusiastic home cooks from various backgrounds between the ages of 20 and 30 years to understand their knowledge and usage of salt. I also spoke to Sous Chefs and Managers of fine-dining restaurants such as Fava, Toscano and Sancho’s, as well as the Sous Chef at the J.W Marriott kitchen. They shared information about the kind of customers they serve, what kind of salt they use in their kitchens as well as their belief of how important a role salt plays in our food. Decision markers Trusted source/brand Enhances Flavour Pure - Less processed Convenience of use Reasonably priced
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“I trust the brand because of consistency in product quality and experience of use. Trying something new with a different saltiness may create problems in the flavouring - it would be difficult to judge what q uantity to use it in.”
A
49
Exploration The brief of the project proposed selling the salt made by the Agariyas as a gourmet salt.
Gourmet Salt Market
Current exclusive salt products are add-on condiments in the kitchen as a majority of the upper middle class consumes TATA salt (a reliable and consistent salt product). However a primary round of research revealed that the market for gourmet products in India is quite small. People are not aware enough about the variety of gourmet consumables or how they might be of finer quality compared to regular products. The market is also small as people are sometimes hesitant to use gourmet products.
Person
50
The word gourmet has a certain exclusive connotation to it. It makes the consumer feel like a part of the ‘elite’ by buying it. It makes them want to strive to be able to buy it. It is perceived as a status symbol. There is a fair section of conscious consumers who relate to the value of hand-made products and less-processed produce for health purposes as well as to show appreciation towards the producer community.
Person Person
51
Exploration Further Research
I then expanded my research to find how to position this artisanal gourmet salt. My research included the possibility of selling this as an organic salt as it is less processed and unadulterated. However salt is a mineral, and it is debatable about whether a mineral can be labelled ‘organic’. Another factor is that consumers associate the word organic with healthy. Salts that are available in the market are processed with free flow and anti caking additives. Although this salt is less processed, and despite consumers considering ‘less processed’ to be healthy, this salt is in fact higher in sodium content than other salts – and is not considered healthier than any of the salts available in the market.
On a scale of one to ten, how important would you say salt is as an ingredient in your cooking?
0
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5
10
“Without salt, anything would taste horrible. I wouldn’t eat something that didn’t have salt in it.”
When you order or make food, what do you tend to prioritise? The way the food tastes or how healthy it is? The quantity of the food or the quality?
“All foods have their own salts. We use additional salt to bring out the flavour.” “Salt is the core ingredient of any dish” “Even desserts need salt. You won’t be able to taste the sweetness without some saltiness.”
“Knowing the story or the source of the salt is very important. Its the only way to trust the salt.”
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Exploration Insights
Through my research, I arrived at a unique strategy for the sale of this artisanal earth salt. The key insight from my research was of how salt moulds our palates to the food that we eat.
Food without salt is inedible – it is tasteless. Salt is what brings flavour to all our food. All salts are alike in their property to provide saltiness. However, different salts taste different and vary in saltiness and texture, which can drastically affect the flavour of the food. Since this salt is made from inland brine and is harvested by hand, it contains traces of additional minerals which enhance the taste of the salt itself.
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• Salt is a crucial ingredient in all our foods.
There is value in the amount of
• It satisfies a nutritional function as well as helps bring out the flavour of the food - be it vegetable, meat or dessert. • In its essence, salt is what makes food taste better.
time and
• The story of how and where the salt is made is a key element to add value to the salt, as well as to uplift the Agariya community.
effort that
• There is a high value in the kind of quality home-made, hand-crafted or hand-picked produce has.
is put into
• Produce of this kind is well cared for, with immense love and passion.
making the
• The nurtured quality of the producers hard work is appreciated by and appeals to the consumer.
salt. It is
• Meals, especially home meals are family events. There is a sense of cosiness the food has as well. Hence, home food is quite often referred to as comfort food.
traditionally crafted with
• Taste is very important to any food. Even healthy food needs to taste good.
love and care.
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Exploration My research pointed to the intrinsic property of salt to enhance the taste of food.
Strategy
After in depth readings and studying various marketing strategies, I concluded that a unique marketinf strategy would be required in-order for SABRAS’ cause to reach out to a larger audience. My research also helped me validate the decision to move away from positioning this product as an organic salt in order to spread awareness and appreciation of the saltmaking tradition beyond the already conscious consumers.
Value Innovation 57
Exploration Blue Ocean Strategy
Students in the Impact Edge cluster of projects had the privilege of meeting George Stephanos Eapen, a former professor at INSEAD. He introduced us to the concept of Blue Ocean Strategy. Blue Ocean Strategy is a book written by W. Chan Kim and Renée Mauborgne, Professors at INSEAD. Based on a study of 150 strategies over more than a hundred years, the authors state that companies can make their competition irrelevant by creating uncontested market space.
Red Ocean Strategy
Blue Ocean Strategy
• Compete in Existing market space
• Create uncontested market space
• Beat the competition
• Make the competition irrelevant
• Exploit existing demand
• Create and capture new demand
• Make the value-cost trade off
• Break the value-cost trade off
• Align the whole system of a firm’s activities with its strategic choice of differentiation or low cost
• Align the whole system of a firm’s activities in pursuit of differentiation and low cost
Demand is created in the market rather than fought over. There is ample opportunity for growth that is both profitable and rapid for a product. In order to test the viability for a Blue Ocean Strategy in a Red Ocean Market, I studied various marketing strategies, of which I selected a Niche Marketing strategy to introduce and establish this artisanal salt brand in the uncontested market space.
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Exploration Marketing
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Marketing
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Exploration Niche Marketing
All marketing efforts are focused on a small, well-defined customer segment. Niches are created by recognising and satisfying unmet customer needs or wants by designing and delivering very specific products/services. The product cannot become the next big thing - it cannot become mainstream. It needs to stay a ‘cool’ product. A product that consumers desire, that creates a trend. How does an object become cool?
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Niche Marketing
Making the product an object of desire. So people want it and will struggle to get it.
Using the Product, Distribution, and Availability as a Branding tool.
Exclusivity that leads to passion through the exotic source and inaccessibility.
Cultivating Mystery.
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Exploration Creating a Niche
Based on intensive research, I proposed a strategy to make it an object of desire to make it a cool product. The product needs to appeal to the Early Adopters(as seen in the image on the right), in order to stay trendy/cool.
• Essential Commodity Yet accessible to select few • Enhanced Social awareness about the Product Creates feeling of inadequacy due to personal ignorance • Emotional urge for Social Status Need to be a part of a group at least at par in social strata • Desire to do the right thing Pursuing altruism
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Idea Diffusion Curve - Crossing the Chasm 65
Exploration Customer Persona
To most people, salt is salt. However, as mentioned before, different salts taste different. In order to define a niche market segment for this artisanal salt, it was crucial to identify the target consumers who would appreciate the value of this hand-crafted, gourmet salt.
The Connoisseurs They consider themselves connoisseurs and follow latest trends in the food industry, venture into cutting edge culinary techniques and garner unique gastronomic experiences. Quality and taste are more important to them than health.
The Balanced Foodies They have well developed palates, and are experimental with their cooking. They explore using new ingredients and techniques. They need a good balance of taste and health in all their food.
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Customer Persona
The Appreciators They prefer to cook traditional food but are enthused by new exotic cuisines. They are passionate about buying and using new products. They see value in hand-made products and appreciate the detail and effort that goes into making it.
Secondary Consumers • Gastro Pubs, Breweries • Chefs of local favourites (such as Truffles Ice n Spice, German Bakery, Le Plaisir, Glenn’s Bakehouse) • Gourmet Bakeries and Boulangeries • National Restaurant Chains (such as Little Italy, Sigree, Mainland China, Oh! Calcutta) • Restaurants in 5 star hotels such as J.W Marriot, The Oberoi, ITC and so on 67
Exploration Strategy Channels
Possible channels for Niche Marketing Strategy 68
Scenario
• A couple is seated in their favourite restaurant. • A bottle of crystal earth salt with a grinder cap is at their table. • The product is an artisanal salt made in Kutch. • They are eager to try this new aesthetically appealing product. • Upon trying, the burst of flavour to their food impresses them. • They also see an informative tent card placed on their table. • The hand-harvested gourmet quality of the salt appeals to them. • The couple is excited that it also comes in various flavours. • Eager to know more, they learn that it is currently an exclusive product - Being sold to and in gourmet restaurants only. (Not available in grocery stores). • This strategy builds on the uniqueness of the artisanal earth salt, And creates a sense of mystery and exclusivity about its availability and use.
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Conceptualisation Branding Brand Essence Moodboard Naming Process Deriving the Logo Final Name and Logo Visual Style
Packaging Options Product Sketches Packaging Mock-ups
Chef’s opinion Flavoured Salt Marketing Strategies 71
Conceptualisation Branding
Product Proposition • Makes food taste better • Without salt food is pretty much inedible.
Functional Space • The ingredient in food that brings all the other ingredients together • Brings out the best of other flavours
Emotional Space • Brings a certain warmth to the consumer for its ability to bring out the taste of food • The taste of home, of hearth, of mom’s cooking
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Branding
All Identified Values • Enhances the flavour of food
• Eco friendly packaging solutions
• Better taste
• Environmental Awareness
• Fine quality
• Helping producer community
• Hand-crafted
• Eco-friendly production
• Desi – Kutch produce - Locally sourced
• Crystalline
• Gourmet/artisanal salt
• Rugged
• Unadulterated
• Raw
• Organic compliant product
• Natural
• Social responsibility
• Less Processed
• Inclusive development model
• Pure
• Innovative solutions
• Traditional Techniques
• High quality products and services
• Made with love
• Efficient Marketing and Operations structure
• Promoting ethical consumerism
• Use of renewable energy sources
• Fair Trade
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Conceptualisation Branding
Core Values
Competitive Proposition
• Enhances the flavour of food
Only this hand-crafted salt skilfully harvested by the Agariyas will enhance the taste of every ingredient in your food while boosting your conscience as well.
• Hand-crafted • Less Processed • Helping producer community
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Tone of Voice
Appearance
• Honest
• Characteristically imperfect
• Down to earth
• Hand-crafted with each crystal unique
• Confident
• Raw, Rugged, Slightly rough-hewn
• Slightly rough around the edges
• Not perfect and embraces imperfection
The Beauty of Imperfection.
Brand Essence
This artisanal salt is raw, rugged, and intrinsically imperfect. I was inspired by the concept of Wabi-sabi; A Japanese world view which appreciates the ingenuous integrity of natural objects and processes. • Acceptance of transience and imperfection. • Beauty that is “imperfect, impermanent, and incomplete”. • Asymmetry • Roughness or irregularity • Simplicity • Modesty
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Conceptualisation Branding
Brand Positioning Statement It’s difficult to find, it’s not perfect – but it does wonders to the taste of your food
Functional Benefit Makes food taste better Enhances the flavour of food
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Emotional Benefit
Branding
“ I feel like I’ve chosen a salt as carefully crafted as the food I serve or order in a restaurant
”
Self-Expressive Benefit “
Every time I demand or use this salt I become a second Jamie Oliver ”
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Conceptualisation Branding
Customer’s Reaction “ I know I can depend on this ‘artisanal salt’ to bring out the flavour of all my food.” “ I love the raw freshness that this ‘hand-crafted salt’ provides. ”
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Mood Board
I created a mood-board to help develop a visual language for the brand. This also served as an inspiration board to derive the name and logo for the brand.
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Conceptualisation Naming Process
Initial Name Options • Anivarya • Fundamental • Kutch Khar
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Word-association Map
Word-association Map - Hand-made
Word-association Map - Flavour 81
Word-association Map - Kutch 82
Word-association Map - Raw
Conceptualisation Naming Process
Name options from second round of word mapping • White Nest • Desert Harvest • Ekatra • Aaswad
Second Round of Name generation
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Conceptualisation Naming Process
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Final Name Options Ekatra
Anivarya
Language: Gujarati, Marathi, Hindi
Language: Gujarati, Sanskrit, Hindi
Meaning: Collecting, collected, together
Meaning: Indispensable, Essential
+ Easy to pronounce + Easy to understand + Strong Story
+ Sense of Mystery - (not common) + Aligned with values of the product + Association with Indian culture
- Doesn’t relate to a food related product - Maybe difficult to pronounce for international market
- Not sure what the product might be - Sounds like Anniversary - Not too easy to pronounce
“I relate it to the number one.”
“I would want to know more about it.”
“Its fun to say!”
“It sounds like something new”
Naming Process
Final Name Options Desert Harvest
Kutch Khar
Language: English
Language: Hindi
+ Strong story + Oxymoron - sense of mystery + Easy to pronounce
+ Easy to understand + Communicating location + Fun to say
- Sounds like a crop/farm related brand - Existing company name
- Sounds harsh - Very literal
“It sounds intriguing. What gets harvested in a desert?”
“It reminds me of ‘khara’ which means brackish.”
“I think it would be dry and bland.”
“I think of Khar in Mumbai.”
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Conceptualisation Deriving The Logo
Word-association Map - Hand-made
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Word-association Map - Flavour
Deriving The Logo
Word-association Map - Kutch
Word-association Map - Raw
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Conceptualisation Deriving The Logo
Logo Inspiration
Plough pattern created in salt pan 88
Deriving The Logo
Logo Iterations
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Conceptualisation Deriving The Logo
90
Logo Iterations
Deriving The Logo
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Conceptualisation Deriving The Logo
92
Logo Iterations
Deriving The Logo
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Conceptualisation Deriving The Logo
94
Logo Iterations
Deriving The Logo
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Conceptualisation Deriving The Logo
Logo Iterations
Plough pattern created in salt pan, plough tool 96
Deriving The Logo
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Conceptualisation Deriving The Logo
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Logo Iterations with Final Name
Final Name and Logo
This earth crystal salt is hand-harvested by the Agariya community in the Little Rann of Kutch, Gujarat. They have been practicing their craft in the region for centuries. Our current prime minister, Narendra Modi, is from Gujarat, and strongly promotes ‘Make in India’. Choosing a name that is regionally relevant strengthens the story of the product, brand and community.
Ekatra Relevance to Community and Food – • Brings all the flavours together • The salt is collected by hand • Community has been living and working together for generations
Primary Font
Amatic
Secondary Font
Kalinga
Primary Logo Colour C M Y K
0 0 0 100
99
Conceptualisation Visual Language
Experimenting with watercolours, textures and salt.
100
Visual Language
The visual style has been created using watercolours and textures to represent the landscape in the Little Rann of Kutch as well as the irregular, crystal appearance of the salt. It also aligns with the brand essence.
101
Conceptualisation Packaging Options
102
Jute/Cotton bags
Ceramic/Glass locking lid jars
Glass containers with Cork lids
Glass Bottles with plastic grinder caps
Packaging Options
Mortar pestle as part of packaging
Glass air tight jars
Mason Jars; decorated with colourful regional fabrics - bandhani
Sealed plastic packaging 103
Conceptualisation Product Sketches
Options for packaging
104
Product Sketches
Iterations of packaging with mortar and pestle
105
Conceptualisation Product Sketches
Iterations of packaging with mortar and pestle
106
Product Sketches
Iterations of packaging with mortar and pestle
107
Conceptualisation Packaging Sketches
Options for packaging, with initial branding concept
108
Packaging Sketches
Options for packaging, with initial branding concept Options for dispensing and using salt
109
Conceptualisation Packaging Sketches
Mortar and pestle packaging with 500g
110
Packaging Sketches
Mortar and pestle packaging with 500g
111
Conceptualisation Packaging Mock-ups
Rough Mock-ups of packaging with mortar and pestle
112
Packaging Mock-ups
Mock-ups of packaging in grinder bottle
Rough Mock-ups of packaging with mortar and pestle
113
Conceptualisation Packaging Mock-ups
Rough Mock-ups of packaging with mortar and pestle; Regional (bandhani cloth to cover the mason jar
114
Packaging Mock-ups
Rough Mock-ups of packaging with mortar and pestle, packaged in jute bag.
115
Conceptualisation Tent Card Ideas
Possible tent card ideas; Tent cards to be placed in restaurants next to ‘Ekatra’ salt
116
Product Tags
Form exploration for informative product tags
117
Conceptualisation Chef’s opinion
Raj Mehta (CMD) of Little Italy • Enthused by the idea of helping the agariyas • Willing to put tent cards • Willing to keep salt in crusher at tables • Willing to promote the idea to customers to purchase the salt • Willing to have Chef try it in cooking • Willing to spread the word to other like-minded people within his sphere of influence - other restaurateurs Usual Customers(high-end) • Want to use /buy crystal salt as a style statement • Are globally connected & have developed palates for new culinary experiences and ingredients • Have travelled internationally • Wish to incorporate exotic and unique ingredients in their cooking • Are empathetic to social causes – awareness of social responsibility
118
Chefs’ opinion
Cook’s Illustrated Magazine: Published September 1, 2002
“Crystal size affects flavour perception.” “Large crystals provided more pleasing sensory stimulation than fine table salt.”
119
Conceptualisation Flavoured Salts
120
Flavour infused salts are a rising global trend. Consumers are always looking for ingredients that will make the flavour of their food pop. I looked at the possible flavours to infuse the artisanal earth salt with. I have proposed that the company launch with four flavoured salts, made from regionally grown ingredients - chilli, fennel and garlic, as well as using a locally grown mesquite such as babul (gum arabic tree). Chilli, and Garlic are frequently used ingredients in Indian cuisine. Fennel and Smoked salt would be new and unique flavours.
Spiced Salts Herb Salts
Special Salts Dessert Salts
• Garlic • Chilli • Clove • Cardamom • Pepper • Star Anise • Mustard • Fennel • Ginger • Turmeric
• Smoked Rosemary • Thyme • Basil • Mushroom • Sage • Dill • Celery • Oregano • Olives • Capers • Tomato
• Neem • Curry Leaves • Coriander
Fruit Salts • Berries • Raw Mango • Amla • Lemon • Orange Zest • Grapes
• Mint • Lavender • Caramel • Vanilla • Cocoa • Cinnamon • Jaggery • Wine
Flavoured Salts
Chilli
Fennel
Garlic
Smoked
121
Conceptualisation Marketing Strategies
Product placement Phase 1 • In local and national restaurants that focus on quality gastronomical experiences (MonkeyBar, Olive Beach, Little Italy, Smoke House Deli, Caperberry, Sigree) [Restaurants could be sold 5kg of salt (5*1kg packets) as per their kitchen requirements.] • Promoting the product in restaurants (via tent cards and table use) • Making products available for purchase in the restaurant (Flavoured salt sachet box) • Used as a table salt in the restaurants , local favourites and cafés (Le Plaisir, Truffles Ice n Spice, Glenn’s Bakehouse, Café Thulp)
122
Marketing Strategies
Product placement Phase 2 • In gourmet grocery stores - regional and national outlets (Nature’s Basket, Foodhall, FoodWorld Gourmet, Fine Foods, Dorabjee’s, Le Marche) • Online - Big Basket, Local Banya, Foodesto, Gourmet.co.in, The Gourmet Box, Gourmet Foodworld etc. • Tie up with regional gourmet food businesses such as Chef Kraft • International Market
123
Conceptualisation Marketing Strategies
Product placement Phase 3 • Creating an experience zone in stores - live cooking station to demonstrate use of salt, large dispensing unit to purchase salt in custom quantities • Company online store • Organic vegetable vendors • In organic stores
124
Marketing Strategies
Product marketing Phase 1 • Crowd-funding – communicating the story through videos, websites, activities • Getting a variety of product specific and company certifications • Promoting the product online – brand website, chef blogs, Facebook, Linked In, Twitter, Reddit, foodie forums, cooking shows • Placing tent cards that communicate the story of the artisans and salt making process on restaurant tables (mention in menu) • Recipe handouts that include this artisanal salt as an ingredient • Take away pamphlets • Advertisements on buses, in buses, on hoardings, at popcorn stalls, in metros
125
Conceptualisation Marketing Strategies
Product marketing Phase 2 • Promotional offers • Selling in combination with extra virgin olive oil, organic flour, cheeses, wine, organic vegetables, balsamic vinegar, lemon juice, vanilla beans, pepper, oregano, honey, bread • Promoting sales with kitchen appliances - mortar & pestle, knives, mixers, baking utensils • Getting featured in the ‘Ethical Consumer Magazine’ • Getting featured in food magazines such as Saveur, The Art of Eating, or Fine Cooking
126
Product Specific and Company Certifications
Marketing Strategies
• Food Safety and Standards Association of India (FSSAI) • B corporation B Corps are certified by the non-profit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency. • International Organization for Standardization (ISO) • Fair-trade certification • Geographical Indication Status (GIS) • Social Accountability (SA8000) • How Good Labelling
127
Demonstration Developed Packaging Final Packaging Product Placement Distribution Channels Business Model Business Model Canvas Business Plan Phases Unit Costing Financial Projections
129
Demonstration Developed Packaging
130
Developed Packaging
131
Demonstration Developed Packaging
132
Developed Packaging
133
Demonstration Tent Cards
134
Tent Cards
135
Demonstration Final Packaging
Product Range
136
Final Packaging
Product Range
137
Demonstration Final Packaging
Crystal Earth salt in a grinder bottle
138
Product neck tags
Final Packaging
Flavoured salt sachets a box (20 sachets of 1g ea. per box)
Flavoured salt sachets Informative booklet
139
Demonstration Final Packaging
Inner packaging for 500g and 1kg packs. (Clear plastic)
140
Final Packaging
Outer packaging for 1kg packs
Outer packaging for 500g packs
141
Demonstration Final Packaging
Smoked Earth Salt
142
Chilli Earth Salt
Final Packaging
Garlic Earth Salt
Fennel Earth Salt
143
Demonstration Final Packaging
Vertical trifold tent card
144
Tent card with grinder bottle (to be kept at tables in restaurants)
Final Packaging
Horizontal tent card
Horizontal tent card
145
Demonstration Product Placement
Tent card, grinder bottle and sachet box to be kept on tables in restaurants
146
Product Placement
On shelf display - in gourmet grocery stores
147
Demonstration Distribution Channels
The product range would be available for purchase in restaurants for the initial few weeks after which the products would be sold through gourmet retail chains as mentioned on pg.121. The products would be delivered via a courier service such as Gati or DHL directly to the restaurants and retail chains to four cities - Mumbai, Pune, Bangalore and Delhi.
Value Chain
148
Little Rann of Kutch
Processing plant
Mumbai
Restaurants and retail chains
Bangalore Pune
Distribution Channel Delhi
149
Demonstration Business Model
150
Every enterprise requires a customised business model. There is no one set way to operate a business towards profitability. Studying the ‘Business Model Generation’ has served as a guideline to understanding different business models. Some models are value driven, some are user(customer) driven and some are resource driven. The business model and strategy that I have proposed is inspired from the Long-tail business model; and is a multi-epicentre driven model.
Long-tail business model 151
Demonstration Business Model Canvas
152
Business Model Canvas
153
Demonstration Business Model Canvas
154
Business Model Canvas
155
Demonstration Business Model Canvas
156
Business Model Canvas
ClearSpan Hercules Tress Arch Buildings
- Constructing storage structures for undistributed salt
157
Demonstration Business Plan
Phase 1 Implement Business Model Canvas Implement Product Placement and Marketing Strategies (pg. 120-125) • Product development and production of inital 4 flavoured salts • Connect with channels for distribution and marketing national and international
158
Phase 2 • Spread awareness about their work in non-product way (art installation, tourism, merchandise, souvenir) • Sale of a ‘Make-your-own-Agariya-food kit’ with crystal salt and other regional ingredients • Recipe pamphlets
• Packaging, marketing and Sale of salt
• Introduce other flavours
• Making promotional videos to spread awareness about the product and the Agariya community
• Explore economic potential of developing Fleur de sel, pyramid salt, black pyramid salt flakes • Provide more efficient work tools and protective gear
Business Plan
Phase 3 • Better access to cleaner water for drinking and bathing purposes • Providing better housing structures lining the huts with cool water to moderate the temperature • Connecting solar panels to get electricity in the hut or solar cookers • Using the grey mud dug up during pump installation and pan creation, to make special packaging such as ‘Special Edition’ Clay containers tied with regional cloth to sell the crystal earth salt - for festive occasions • Form a merger with farmers (Agariyas or S.A.V.E.) to sell other origin-specific edibles together • Improve distribution channels for industrial salt buyers
159
Demonstration Theory of Pricing
Value Map (Cost vs. Price) 160
Fixed Cost
Unit Costing Variable Cost
COGs includes - cost of raw materials, containers, printing, packaging(1ry and 2ry), inbound transport and filling.
161
Demonstration
in Rupees
Unit Costing
162
Per kg earnings
The Agariyas would earn 10 Rupees instead of 14 paise* for 1kg of salt.
*(pg. 37) 163
Demonstration Financial Projection
Financial Projection if amount of salt sold per year is increased. 164
Financial Projection
Financial Projection if amount of salt sold per year is constant. 165
Learning Outcomes
167
Learning Outcomes Reflective Statemtent
This project has helped me immerse in the process of research, creation, validation and strategy for real world applications. Through this project, I have gained an in depth understanding of how to develop a business strategy for a social enterprise. I have understood and learned how to: • Apply business design and design strategy effectively • Design a business plan that is application ready • Design cost structures and methods to generate revenue • Design a business plan that not only fits the client’s needs, but also satisfies the needs of the consumer as well as benefits the producers • Generate a business plan that empowers the producer community and brings them closer towards accessing better education, health and financial stability I began this project feeling a bit lost and overwhelmed, and I feel that the journey can be succinctly depicted by Damien Newman’s ‘The Squiggle’.
168
Reflective Statement
The last four years in Srishti Institute of Art, Design and Technology have been very educational. The nurturing environment taught me to let go of inhibitions and explore all possibilities. Most courses have followed a process-oriented approach rather than a concrete outcome-oriented one. We have consistently been encouraged to innovate and iterate our ideas. However, the journey this semester has been very different. Although the process has been crucial for conceptualisation and building on ideas, the outcome is more significant due to its real world impact. Business design was a concept very new to me. Having participated in courses ranging from animation, textile design, and interior design to visual communication, experience design and product design, this semester required me to combined my skills from some of these fields and add them to the new realm of business design. I have not only learned how to combine the plethora of knowledge gained from the past four years, but also apply it to real world situation. I felt as though the Agariyas are depending on me and that has motivated me to work harder for this project. I have learnt to work on simultaneous concepts at once while applying a combination of knowledge and skills to design the best possible solution towards profitability. I am grateful to have had this opportunity to work towards making a positive impact in the lives of those without whom our food would be tasteless. This project has been a great learning experience and I am confident that I would be able to apply the knowledge gained in my future endeavours.
169
170
Bibliography
171
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172
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Introduction
Project Proposal
A wise chef James Beard once said “Where would we be without salt?” This is true to the history of mankind. Over the centuries salt has been used for trade and has even been valued as currency. There have been social and political movements centred on the seasoning; and salt has forever changed our appetites and our perception of taste. Today in India, unlike in most of the world, 3 million metric tonnes of salt are produced manually through very labour intensive processes in Kutch. This salt is sold at minimal prices, with no value given to the people who make it or how it is made. The people not valued enough for their effort of producing salt are the Agariya community in the Little Rann of Kutch. Exclusive hand-crafted salt made in other parts of the world is sold at very high prices because the artisans receive adequate respect and remuneration for their craft. The Salt of the Earth project seeks to design a business strategy to enhance the earnings of the Agariya shareholders of Sabras, in order to improve their quality of life. This would in turn help in uplifting the community through a better sense of security and possibility to plan ahead. The project would also help build awareness and a sense of appreciation towards all their work in the salt pans. The project aims to tend to the Agariya community’s needs and aspirations while catering to an exclusive market for hand-crafted salts. This will be achieved through a well-designed business plan, a strong marketing strategy, a welldeveloped brand identity and packaging for the high-end consumer market. I will explore the unique nature of the salt production as well as the location of the salt pans in the Wild Ass Sanctuary of the Little Rann of Kutch as leverage for the business plan. What I Propose As a student of product design, I believe that a product’s success is based not only on its visual language, form and functionality but also on the interaction between the user and the product. The business strategy would propose value addition through experience design along with packaging design, to bring a unique product to the consumer. Based on a market study, I will design possibilities for packaging as well as estimate the cost of the product for the market. Along with the form of the packaging, I would also explore the possibility of increasing the sale of salt with a product intervention such as flavoured salts which can be tested. Additionally, I will provide future strategies to generate revenue in the future business plan.
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Research Questions
Project Proposal
• Can value be added to the experience of using crystal earth salt? • Can I generate interest or awareness about the production through a marketing strategy? • How can I generate interest in an everyday essential ingredient such as salt? • Can value be added through processing, packaging, branding, communication and distribution? • How can I design a sustainable business strategy? • Can I add a sense of pride to the line of work for the Agariyas to make them want to continue this occupation? Process • • •
Estimating and validating size of market through competitive analysis Conducting baseline surveys with Agariyas Prototyping and Experience development
Deliverables • Well-structured business plan and marketing strategy to establish the brand in the market • A well-developed brand positioning, tone of voice, brand identity and packaging to appeal to the middle to high-end consumer market • Exploring various Business Models and Distribution Channels • Exploring design interventions to add value to the experience of using salt • Finances and costing along with future projections • Possible future directions as phases in the business plan
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This product was designed as part of the Undergraduate Professional Diploma Program for the academic year 2014-2015 under the project Impact Edge. Copyright Š Srishti Institute of Art, Design and Technology 2015 All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of Srishti Institute of Art, Design and Technology.
Srishti Institute of Art, Design and Technology
Impact Edge : Salt of the Earth Documentation of Diploma Project 2015
Chaitrali Bhide