Case Statement

Jaggery, a natural sweetener, is produced from sugarcane in a cottage industry. It has

been a traditional Indian Agri-product, produced on a large scale and responsible for
creating a source of livelihood for farmers. A food product that is highly nutritious with
its rich source of micro-nutrients but perishable, it does not fetch a substantial profit
margin for farmers today. The problems addressed have been manifold - regional units,
an unorganized industry, too many dealers and retailers, dependency on both skilled and
unskilled labour, process inefficiency, space requirement, hygiene maintenance, quality
assurance, scaling-up problems, batch process for manufacturing jaggery.

Taking into consideration all the factors stated above, you have to formulate the plan to
improve on the pain-points of the jaggery manufacturers. The objectives have been to
investigate and establish the nutrition benefits of jaggery, to understand the current and
future market, and develop value-added products from jaggery. What would it take for
jaggery to expand its market and come back to being the traditional sweetener?

Guidelines:
1. To be able to get this one idea into a campaign to the return of jaggery, create a
slogan or drawing to brand your campaign in the 1st Slide.
2. From 2nd slide onwards, formulate a plan to expand its market, resolving present
bottlenecks, future prospects and develop innovative value-added products.
(Extensive research is required)
3. Submit it in a PPT format of a maximum of 5 (1+4) slides, excluding the cover slide
and the thank-you slide.
4. Attach the documents supporting your primary and secondary research.