Proposed field visits to understand current rural market of snacks for under3 children

I propose to visit two field locations for two days each during the first week of august
to understand the current market for snacks in which our HSI products will compete. I
propose the following two locations:
1. Lohara Cluster, Kawardha Dist., Chattisgarh (North region)
2. Lingampet Cluster, Nizamabad Dist., Telangana ( South region)
I plan to conduct the following activities on field to understand the market:
1. Interact with our Area Manager and CFs to understand the overall context of the
location.
2. Meet the anganwadi functionaries in one village suggested by the AM
(preferably one with a well functioning anganwadi. The key information
expected is:
a. Number of children in the village under 3
b. Number of children coming to the anganwadi
c. Typical diet of child through the day (from waking up to sleeping- number
of meals and snacks, composition)
d. Contacts of a few parents of such children living close by (preferably direct
introduction)
3. Meet the parents referred by the anganwadi functionaries (parents of five under
-3 children, preferably from varied backgrounds. The key information expected
is:
a. Basic info of the child and the family, basic economic profile.
b. Specific details of their childs diet through the day, confirmation/ gap
filling of anganwadi functionaries information.
c. Amount of money they spend on snacks for the child.
i. How much they give the child to go and purchase snacks with, and
how much they buy themselves and give the child.
d. Items purchased by them with the money
i. By the child
ii. By them
e. Their opinion on those items, preferences/ wishlist if any of new items.
f. How much premium they will be willing to pay to get nutritious snacks.
4. For any parents that seem entrepreneurial, active, free flowing discussion on
their interest in making childrens snacks commercially.
5. Meet two kirana shop owners in the village. The key information expected is:
a. Their daily turnover
i. Proportion of snack items in the turnover
b. The snack items they sell, with price range.
c. The number of under- 3 children visiting their shop everyday
d. The value of one snack purchase by one child, on average.
e. The value of snack purchases by under- 3 children in one day, on average
f. The snack items these children buy,
i. Price of all items
ii. Packaging characteristics
iii. Manufacturer info

iv. Distribution info (who supplies to them, minimum orders, approx..

profit margins, etc.)
v. Their opinion of the key characteristics required in a product for
attracting such children to buy.
g. The number of parents of under three children visiting their shop everyday
h. The value of snack items for children in one purchase by a parent of
under- 3 children per day.
i. The value of childrens snacks sold to parents in one day, on average.
j. The childrens snacks these parents buy,
i. Price of all items
ii. Packaging characteristics
iii. Manufacturer info
iv. Distribution info (who supplies to them, minimum orders, approx..
profit margins, etc.)
v. Their opinion of the key characteristics required in a product for
attracting such parents to buy.
k. Their perspective on childrens nutrition and whether they would be
interested to specially promote nutritious snacks to buyers.
6. Speak to five children. The key information expected is:
a. How many rupees parents give them to purchase snacks per day
b. What all they like to purchase with that money
i. Proportion of amount spent on snacks vs toys
c. Why they like those items. Key characteristics being:
i. Taste (sweet, salty, sour, etc.)
ii. Packaging (transparent, shiny, paper, etc.)
iii. Quantity (number of individual pieces of food they get in one
purchase (number of biscuits in one pack, etc.)
iv. Texture (crisp, soft, juicy, etc)
7. Meet one wholesaler who sells such products to kirana owners. The key
information expected is:
a. What are the childrens snacks they sell
b. What is the price range
c. Margins (approx.)
d. Common terms of trade (financial and logistical, in both inbound and
outboung directions)
e. Suppliers
f. Packaging (cartons, etc)
g. What characteristics would they expect in a product if they were to deal in
it
i. Margins
ii. Packaging
iii. Taste characteristics
iv. Supply frequency