1. Project Asha Category: Social Developmental Health Initiatives
Lehar Iron Chusti: Fortified biscuit & snack
PepsiCo & MART

2. Iron Fortified Biscuits & Puff
Pepsi Asha Project
Business Problem
7 out of 10 girls in AP (Age group 12– 18 years) are Anemic
Challenge
Reducing iron deficiency among girls in the age group of years
Solution
Launch of affordable Iron fortified food products (snacks and biscuits) and offering those through a sustainable model
Lehar Iron Chusti
Iron Fortified Biscuits & Puff
PepsiCo
(c)MART

3. Strategy in Action Phase I: Creating Mass Awareness at
Relevant congregation platforms (Govt. & Pvt. Schools class 6th – 10th , Skilling Centres etc.)
Through “EDUTAINMENT”
Phase II: Behavior Change Communication
Targeting individual households in villages (specifically R1 & R2) to ensure continuity
Female change agents ((ICDS worker, ASHA, SHG leader, NGO activist)
Phase III: Last Mile Distribution
Product availability to TG in villages >2k population
linking to the company’s last leg of distribution system
(c)MART

4. ‘Sapno ki Shakti’ Scholarship Program
Scholarships for Aspiring Girls
Iron deficiency
‘Maa-Beti’ Diwas
Active Engagement with Brand
Celebrating Mother-Daughter Bond

5. Amplification and Scale
100% coverage- Guntur & Tenali towns & surrounding 84 villages
280 schools and 110 communities- directly contacted 75,000 girls (50% of TG population in intervention geography)
BCC Agents appointed in all 84 villages- imparting education in 5,000 hhs
Coverage of retail outlets in 83 villages through employment of local entrepreneurs
100%
(c)MART

6. Success of Education program
3 Indicators of Behavior Change
Pre and Post Comparison