This document summarizes the strategic role of small and medium enterprises (SMEs) for food and ingredients in the India Pulse Innovation Platform. It discusses how SMEs will be at the core of the platform ecosystem to bridge communities to markets and villages to cities. The platform will accelerate food prototypes and businesses of all sizes through world-class evidence-based methods. It will also support several flagship projects clusters, including modernizing traditional pulses, area-level projects to improve pulse production and consumption in rural India, and reinventing branding projects to improve agriculture, nutrition and health education. The overall goal is to use convergent innovation to address poverty alleviation, nutrition, health and wealth creation through pulse-based food innovation in India

1. Strategic Role of SMEs For Food And Ingredients
in the India Pulse Innovation Platform
Laurette Dube, Srivardhini Jha, and Tribhuvan Nath
India Center of Excellence in Convergent Innovation
Pulses for Sustainable Agriculture and Human Health Conference
IFPRI, New Delhi May 31- June 1, 2016
1

2. Insights from an early CI collaborator
“It is tragic that as Western capitalists we have implicitly assumed that the rich will
be served by the private sector, while governments and NGOs will protect the poor
and the environment. This implicit divide is stronger than most realize. Managers in
Multi National Corporations, public policymakers, and NGO activists all suffer from this
historical division of roles. A huge opportunity lies in breaking this code — linking the
poor and the rich across the world in a seamless market organized around the concept of
sustainable growth and development.
“Collectively, we have only begun to scratch the surface of what is the biggest potential
market opportunity in the history of commerce. Those in the private sector who
commit their companies to a more inclusive capitalism have the opportunity to
prosper and share their prosperity with those who are less fortunate.”
C. K. Prahalad
2

3. Convergent Innovation:
Tweaking How We Build Market and Society in Both Modern and Traditional Worlds
Innovation
Health of
Economy
Health of
Environment
Health of
People
3
Food people are
willing and able
to pay for
Food people
want
Food the farmer
and value chain
are able and
willing to produce
Food the planet
can sustain
Food people and
society need
Consumer
PatientCitizen
Transformational innovation platform to produce, promote and consume pulse food that
sustains the health of people, health of the environment, and health of the economy

4. Strategic Engagement
by Private Enterprises
Cross-sector
Collective Action
Digital
Infrastructure
Outcomes For Health Of
People, Planet and Economy
Technological
Innovation
Social Innovation
Institutional
Innovation
Value chain and
business models
Organizational and
network forms
Financial models
Norms and other
informal institutions
Policy and other
formal institutions
Consumer
choice/Market
architecture design
Agriculture inputs
(seeds, fertilizer, farm
equipment)
Food processing/
distributing/ sensory
technologies
Nutrition and healthcare
3 CI
Pillars
4 CI
Enablers
Convergent Innovation
(Dube et al. 2012, 2014, 2016)
Deeps Insights on
Human Behavior

5. CI: Increasing Share of Commercially Successful Food Innovation
at the CI Sweet Spot in Markets and Diets around the world
5

6. 21st Century Demand Drivers
6
Source: Conférence de Ted Bilyea (CAPI), Growing forward in a volatile environment, Janvier 2012
Food security
Food safety
Nutritional value
Taste & Convenience
Price
Sustainability
Ethics

7. Organizations Engaged in Early PIP Development
Pulse Innovation Platform (PIP): An Ecosystem to Transform
Traditional and Modern World through Food
Pulse&Innovation&Platform
Invited&Members
Pulse&Innovation&Platform
Invited&Members
16
Pulse&Innovation&Platform
Invited&Members
Pulse&Innovation&Platform
Invited&Members
16
Pulse&Innovation&Platform
Invited&Members
16
Partners(for(CI(Accelerator
rs$will$include$the$following$organizations:
bal(and(national(farming(organizations(in(nutritious(agricultural(
modities
(companies(supporting(the(food(sector
bal(and(National(food(companies
d(SMEs
Os
onal(and(international(industry(associations(for(various(commodities(
versities(and(Research(institutions
6
he$first$activity$stream$at$CI$Accelerator:$Interested$Partners$
Partners(for(CI(Accelerator
The$partners$will$include$the$following$organizations:
! Global(and(national(farming(organizations(in(nutritious(agricultural(
commodities
! B2B(companies(supporting(the(food(sector
! Global(and(National(food(companies
! Food(SMEs
! NGOs
! National(and(international(industry(associations(for(various(commodities
Universities(and(Research(institutions
Pulse$as$the$first$activity$stream$at$CI$Accelerator:$Interested$Partners$
Food people are
willing and able
to pay for
Food people
want
Food the farmer
and value chain
are able and
willing to
produce
Food the planet
can sustain
Food people
need
Consumer
PatientCitizen
One-World Convergence of Agriculture, Health, and Wealth
Global PIP (Innovation and Marketing Services; Global Policy
Support)
Country 1 PIP
(Local Policy
& Operational
support)
Country ‘n’ PIP
(Local Policy &
Operational
support
……
SMEs in
Country 1
SMEs in
Country n
…… MNCsFood
companies
Pulse-based Food Innovations

8. Pulse Innovation Platform (PIP)
• An open invitation forum where members network and connect to
identify bottlenecks hindering innovation for farm- and food-based
solutions to diet-related problems, and build capacity beyond what
individual members can achieve alone.
• Launched on the occasion of the International Year of Pulse 2016.
• Convenes partners from academia, private, public, and civil society
actors in farm, food, and health sectors.
• Supports pulse-based innovation in both emerging economies and
industrialized countries through a consortium based initiative.
• Seeds behavioral changes and ecosystem transformation to
increase supply and demand for pulse-based products and foster
food innovation to address food insecurity, NCDs, and lagging
productivity and economic performance in the agri-food sector.
6

9. Multi-Layered Platforms for Aligning Supply and
Demand for Pulse Food at the CI Sweet Spot
Firms, NGOs, Industry Organizations, Research institutes,
Government agencies, etc.
Public Value
Creation
Homogenous
Network
Public Value
Creation
Heterogeneous
Network
Private Value
Creation
Heterogeneous
Network
Private Value
Creation
Homogenous
Network
Platform
layer
Projects and
Governance
Legend: GM stands for Governance mechanism
Common Pool of CI Capacity Building
and Flagship Projects

10. 2016: International Year of Pulses
• IYP Launch Rome
• IYP Launch NYC
- Luncheon at the UN Headquarters in New York City with
Ambassadors and media launch with 100 media guests
• Pulse Feast – January 6
- As a way to kick off the global IYP celebrations, Global Pulse
Confederation is organizing a Global Live Stream event called
Pulse Feast
• Pulse Brand User Guidelines
- Global Pulse Confederation

11. 2016

12. “The time has come for the nutrition community to start talking about food rather than
nutrients.”
– Klaus Kraemer – Sight and Life
Who we are
A socially conscious food company; responsive, efficient, innovative and customer focused. MotherFood is
developing convenient, affordable, nutritious, fortified food with taste profiles that meet local dietary needs,
formats and flavor profiles.
Our Goal
Malnourished population need to be viewed as 'consumers' and their local tastes, produce, spices,
production methods and preferences need to be included in the development of nutritious solutions, as well
as recognition of the broader problems affecting their families and villages.
Our Partners
We are collaborating with nutrition experts, NGOs, chefs, food industry leaders and manufacturers, local
small-holder farmers, cooperatives, management consultants and academics on food innovation,
fortification and distribution as well as pregnant and lactating women in developing countries to optimize
our products
Motherfood International is a Flagship Initiative for Global PIP spearheaded by MCCHE
The MotherFood market-based approach

13. • What - Maternal and fetal malnutrition leading to maternal and infant mortality, stunting and the
intergenerational transfer of poverty and hunger
• Where – Global; concentrated in southeast Asia, Africa, South America. Rural regions in particular.
• Why - Diets lack full spectrum of essential nutrients and micronutrients, particularly iron and
folate. Current nutritional solutions are not tailored to local tastes and formats.
• Solution - Nutritious and delicious, convenient, affordable, fortified, locally flavored foods for
vulnerable populations - pregnant and lactating women and their babies in particular.
• How - Prototype products developed in North America with input from local partners and
international nutrition and flavor experts. Tested in regional field trials for acceptability. Technology
and recipe transfer to be manufactured by local toll manufacturers and distributed by local women's
cooperatives.

14. Strategy:
Nutrition:
Data:
Product
Development:
Flavors:

15. GO TO MARKET STRATEGY
Identify regional distributors & partners
RGC Coffee, Guts Agro, Sight and Life
Nutritional guidelines
McGill University / GAIN / Sight and Life / Pulse Canada
Flavor and format selection
Firmenich, McGill, Sight and Life, local partners and
customers
Develop products
Noble Foods, Rosehill Foods, Agri Trade Canada
Field trials
Local distributors and NGOs
Finalize flavors, format and pricing
Bars, porridge, instant meals etc…
Identify local toll manufacturer
Full scale production

16. Motherfood International is now developing and testing the following products
for pregnant and lactating women:
Colombia Corn & Coconut flavored granola and soy protein bars
Ethiopia Chick peas, Barley & Sorghum Porridge
Uganda Tropical fruit & Peanut granola bar
India –
Potential
Products
Instant mix, specialty foods suitable for the whole family
-Sweet Premixes: Barfi, Halwa semolina, Ladoo, Panjiri, Dalia, Ksheera, Sukri
-Savoury instant meals: Moong dal khichdi (rice and lentils), as a full meal or
starter kit. (rehydrated in boiling water in 8 to 10 minutes )
Supplemental snacks for pregnant and lactating women (savoury and sweet)
- Compressed Nutrition bar
- Murmure all 3 flavors (puffed rice)
- Dehydrated pulses + fortified grain blends in instant single serve sachets
(savoury)

17. Flagship-building SME Network for
Addressing Mother and Child Nutrition
17
Canada
India
Ethiopia

18. India Pulse Innovation Platform (PIP-India)
A Collective Ambition toScaleupandBridge
PovertyAlleviation,Nutrition,Health,andWealthCreation
inRuralandUrbanIndia throughFoodConvergentInnovation
Innovation
Health of
Economy
Health of
Environment
Health of
People
18
Food people are
willing and able
to pay for
Food people
want
Food the farmer
and value chain
are able and
willing to produce
Food the planet
can sustain
Food people and
society need
Consumer
PatientCitizen
Transformational innovation platform to produce, promote and consume pulse food that
sustains the health of people, health of the environment, and health of the economy

19. Pulse Convergent Innovation Flagship Projects Cluster
Modernize Traditional Pulses to Better Compete with Modern Western Food
• India pulse heritage scouting and characterization on CI
dimensions, starting with nutrition and environment
footprint
• Pulse food CI competition
– Yearly national school competition (food technology,
catering, nutrition, home economics)
– National SMEs competition (To be announced in coming
couple of months)
• Food convergent innovation accelerator (Niftem as CoE
and Pan-India distributed hubs that build upon existing
capacity for post-harvest processing and food
innovation incubation)
19

20. CI Acceleration to Food Prototypes and Food Businesses of All Sizes:
Equipping All with Worldclass Most Modern Evidence-Based Methods and
Building a Full Ecosystem to Build Supply and Demand
20

21. SMEs at the Core of the PIP-India Ecosystem to
Bridge Community to Market, Village to City
21

22. Area-Level M_D PULSES+ Projects cluster
Improving pulse production, value-addition, and consumption in rural india and
reinvent the traditional-modern, rural-urban transformation
• Scouting Business- , Social Entrepreneur-, NGO- and Government-led Initiatives in
Targeted Areas for:
– Improving pulse family farming, post-harvest processing, supply chain logistics and
value-addition/market accesss methods, quantity and quality in target rural areas
– Improving the various livelihood dimensions in the same geographies
• Identify Key Barriers and Enablers and Bring in the Relevant Portfolio of Science,
Technology, Program and Infrastructure building
– Seed technology to improve yield, intercropping, rainfed/irrigated area adaptation
– Infrastructure technology to improve community and regional post-harvest and food processing and
better capture
– Information and other digital technologies for pulse production, market access, commercialization,
delivery, as well as for scaling up communication, education and communication for all livelihood
dimensions
– Human and social connection because trust is coordination mechanism at community level
• Articulate area-specific operational and business models and collaborative platforms
• Adaptive learning from targeted areas for M_D PULSES+ and broader review of
disciplinary/sectoral and transdisciplinary/science and practice to examine possibilities for
higher-level resolution for M_D PULSES+ and inform policy and other institutional innovation
22

23. The Reinventing Branding Projects Cluster
Reframing Agriculture/Nutrition/Health Education for More Behavioral Impact
23

24. The Reinventing Branding Projects Clusters
• Bringing behavioral insights and relevant branding methods to
existing education and social communication efforts to promote
pulses for behavioral change for farmers and for improving
individual and family nutriton and health in rural and urban
contexts (e.g., ICRSAT Smart Food and NIN’person-centered
guidelines for solution to malnutrition)
• Defining guiding criteria for Smart food that can be linked to SMEs
branding, assist SMEs and other business in building nutrition-
health muscle in their commercial branding, and link to Smart Diet
• Developing a person-centered, food-based nutrition/health
strategy for diabetes prevention and management over the
lifecourses
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25. Financial Support CI
• IDRC, seed funding for PIP-India
• SSHRC partnership development grant
• CGIAR-A4NH
• Bill and Melinda Gates Foundation
• Rockfeller Foundation
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