Advising a global fund, on reducing food loss

FutureProof Centre for Behavioural Research

India, one of the largest producers of food also contributes to about half of the wastage in S.E. Asia, enough to feed the world for two months. A global fund wanted to understand user behaviour and underlying motivations to help craft solutions to reduce this food loss while protecting vulnerable stakeholders.


The team studied the ecosystem of Indian agriculture, outlining key megatrends that influenced its current state. This was followed by ethnographic interventions, by sharing the lives of the communities studied. The recommended outcome was a digital platform to help an aggregation of communities. The platform was designed to encourage adoption of practices, and services, backed by adaptable technologies around voice and natural language, to work across disparate languages and cultures at scale.

Industry Global Development Fund
Service Point of Play


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