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 behaviour and underlying motivations to help craft solutions to reduce this food loss while protecting vulnerable stakeholders. It was important to understand the food growing value chain and the lives of the stakeholders.
We looked at the evolution of Indian agriculture, outlining key megatrends that defined the functioning of the ecosystem. Spending months in rural India, they conducted deep ethnographic graphic research. An aggregated systemic model of communities was recommended that interfaced with existing official resources through a low fidelity tech platform, designed to encourage adoption. It’s back end was scalable with adaptable technologies around voice and natural language, to work across disparate languages and cultures. At the time of testing, the solution showed positive traction, and is under review for implementation.
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