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Delhi Belly? What Delhi Belly? Bollywood superstar Akshay Kumar endorses Lifebuoy gel capsules available from certified vendors across the capital.
The Opportunity “There is a need to create awareness about food safety among the public and street vendors.” K Chandramouli, Chairperson, FSSAI (Food Safety and Standards Authority of India)
By supporting vendors, Hindustan Unilever can celebrate and enhance India’s traditional food culture while breaking into a new market
Delhi, India
91%
of vendors surveyed admitted to scratching body parts while cooking. NASVI survey - 127/139 vendors.
Stakeholders
NASVI
The Government of India is looking to The West for investment and ignoring these small yet culturally significant businesses. Unilever’s approach could change the Government’s attitudes towards local businesses. To successfully promote, distribute and sell Lifebuoy Gel Capsules to consumers Unilever needs the support of NASVI and their accredited street food vendors.
NASVI enables Unilever to sell Lifebuoy gel capsules via accredited vendors.
Street food vendors are Unilever’s gateway to low income areas.
Consumers can access affordable hand sanitiser when and where they need it.
The aim of The National Association of Street Vendors of India is to secure the livelihoods of street vendors through policy interventions.
Vendors want to increase income and improve their opportunities.
They want healthy street food and need accessible hand sanitation outdoors.
Estimated 100,000 street food vendors in Delhi. Earn 40 - 80 Rs per day. (50p-£1)
The middle and lower class consumer specifically prefer to purchase from street vendors.
They provide nutrition to >80% of India’s population.
India is obsessed with food but media health campaigns are highlighting vendor’s poor hygiene practices making the public loose trust.
It has 300,000 members. NASVI and the Food Safety and Standards Agency of India aim to professionalise, certify and monitor vendors across eight zones in Delhi.
Vendors cannot afford current hand sanitiser products and are therefore unable to provide hygienic food.
Working Together The system & stakeholder benefits Promote
Distribute
Training Workshop Promote benefits of using and selling Lifebuoy Gel Capsules. Provide free hygiene packs to vendors to gain trust.
NASVI
Offer kits including an apron, gloves, headgear and disinfectant pouches. Provide certification to vendors
Business benefits of being hygienic ensure vendors join the effort to create Safe Food Zones.
Celebrity endorsement campaigns are the most effective way of engaging the public in India. This increases public awareness of Lifebuoy Gel Capsules at street food stalls.
Improving hygiene, improving lives.
Sponsorship banners & Lifebuoy Tubs are beacons for hygienically prepared, quality food in areas of high footfall.
Unilever contract Peer Leaders to distribute Lifebuoy gel capsules to NASVI certified vendors.
Teach 2000 street vendors about hygiene best practice.
Benefit
Sell
One Peer Leader monitors the hygienic standards of vendors in each Safe Food Zone.
Buy affordable stock from peer leaders. 6Rs. per tub of 20. Or 25 paisa. (1/4rs) per capsule.
Control of a new market sector. The partnership ensure Unilever products are sold on every food vendor’s stall.
NASVI and FASSI to expand number of Safe Food Zones in 2014.
Demand
Other vendors want to join NASVI and get accreditation: increasing NASVI’s lobbying power.
Place Lifebuoy tub at the front of their stalls - advertising their hygiene considerations.
Sell Lifebuoy for 1Rs with every food order
Business and livelihoods improve Increased credibility and food quality allow vendors to increase prices.
Enjoy healthy food Find Hygienic food stalls Demand
Expectations of hygiene increase
Easy access to hand washing facilities outdoors Maintains traditional food culture
Vendors can use the Lifebuoy Gel Capsules to ensure their hands are kept clean without having to leave their stall and miss potential customers.
The gel substrate breaks down leaving no packaging waste.
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Handing over Hygiene Product considerations & User ritual
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The gel evaporates so no precious clean water is wasted.
Vendors offer the Lifebuoy Gel Capsule to customers showing they are hygiene conscious.
To improve the gel’s effectiveness, it’s important to wipe away visible dirt with a napkin.
Popping the capsule releases the scent of roses.
Lifebuoy sponsors NASVI certification banners which act as a beacon for hygienic vendors; drawing in customers and promoting the organisations. Each Capsule is lightly fixed to a napkin with adhesive. Napkins are folded tightly to reduce packaging size and environmental impact.
Once a tub of Lifebuoy Gel Capsules is empty, it can be used to store spices or refilled at a discounted price. Keeping supplies fresh and safe is of real financial value to street food vendors.
Icons printed on the napkin show customers how to use the capsule - allowing the vendor to deal with other customers and keep an eye on the food! The napkin can be recycled in a bin provided.