Empowering Nutrition Through Carrot Jam At The Base Of The Pyramid
The Kagome Project was implemented in partnership with IJK Group to explore the feasibility of introducing carrot jam as a Vitamin A–rich nutritional supplement for the Base of the Pyramid (BOP) population in India. Supported by the Japan International Cooperation Agency under Japan’s ODA program, the initiative aimed to address nutrition challenges while strengthening agricultural value chains through a sustainable and socially impactful business model.
Implemented between 2013 and 2015 in and around Bangalore, the project combined field research, stakeholder engagement, and prototype testing to validate the product concept and develop an effective distribution strategy. Kagome Co., Ltd. commissioned the project, while IJK facilitated market insights, stakeholder coordination, and on-ground implementation support.
Projects Overview
Field Surveys on Carrot Cultivation:
Extensive field surveys were conducted across southern and northern India to assess carrot cultivation practices and identify reliable sources for raw material procurement, supporting the development of a sustainable supply chain.
Market Assessment and Expert Workshops:
Workshops were organized with subject matter experts to evaluate market conditions and understand the needs and consumption patterns of Base of the Pyramid (BOP) consumers.
Prototype Testing and Consumer Feedback:
Prototype testing and awareness surveys were carried out with over 100 BOP participants to evaluate product acceptance, refine the concept, and understand consumer preferences.
Stakeholder Engagement and Partnerships:
Meetings were facilitated with Karnataka government officials, and potential NGO partners were surveyed to support awareness campaigns and strengthen local implementation networks.
Integrated Value Chain Development:
The project focused on building a vertically integrated value chain from carrot cultivation to product awareness and distribution, leveraging local partnerships and field research.
Strategic Coordination and Market Insights:
IJK supported the initiative through stakeholder coordination, market analysis, and collaboration with government bodies and NGOs to strengthen both the business model and social impact.
Impact/ Achievement
- Established the foundation for a sustainable carrot jam business model in India
- Promoted improved nutrition through a Vitamin A–rich product for BOP communities
- Strengthened collaboration between private sector, government institutions, and NGOs
- Generated valuable market insights for scaling the product and distribution model
- Supported local agriculture while addressing nutritional challenges in underserved communities
The project demonstrated how innovative food products can simultaneously address nutritional deficiencies and create sustainable market opportunities by aligning agricultural development with social impact.
