SDM Group Project on Millet Olympiad

Platforms Businesses

Platforms are innovative (and sometimes disruptive) business models that engage multiple stakeholders
(consumers, providers, sellers, platform owners) and create value by exchange of value. The key advantage of a
platform business is the Network Effects which enables reach and gives access to a very large audience.

Millet Olympiad – About the Program

Govt of India wishes to create awareness of Millets and their Health Benefits. For this purpose one of the
components is Recipe Creation. Recipe creation is just one part of the problem - the overall program should ensure
that we do justice to the overarching objective - To drive appreciation of Millets in a rational but emotionally
engaging way, across India.

Imagine a Millet Olympiad being organized by TagTaste to mark the year 2023 as the International Year of Millets
with the following details.
Drivers
1. Millets are suitable for cultivation under tough conditions marked by climate change.
2. To increase public awareness on the health benefits of millets.
3. To help Indian millet farmers get decent revenues by capitalizing on their crop getting
international recognition.
4. The objective is to qualitatively focus on the Acceptability part.

PROBLEM STATEMENT - Problem of Reach/Distribution

Suggest a strategy to reach the maximum possible people with a minimum cost in order to obtain 200
qualified/acceptable recipes within 1 months’ time that can go into a recipe book that will be shared with the
world.

A qualified/acceptable recipe means that the recipes submitted by the community on the platform needs to be
tested by the experts for their Taste, Nutritional Value, Economic Viability and Ease/Difficulty of Preparation.
So, depending on the rejection/acceptance rates, 200 qualified recipes might require getting 20,000 or even more
recipes from different community members using the platform like Tagtaste (or any other such means).

This is a problem of Reaching enough interested/motivated community members who are willing to submit Millet
Based Recipes in desired categories at the lowest possible cost in and a very short time i.e. within a span of 1-
month time. We need at least 20,000 (probably more) such recipes from across the country to get
qualified/acceptable 200 recipes which can become part of an International Culinary Booklet on Millets.

Important things to keep in mind while suggesting your strategy for reaching out to the community members:

1. Recipes can come in the following four categories only - Mithai/ Desserts, Savoury &
Snacks, Beverages, Traditional Breads and Modern Bakery.
2. Where can we source the recipes from? - Community (Chefs/ Home-chefs, etc.), Institutes,
Industry (MNCs and Startups), etc.
3. Which states and communities in India to focus on?
4. How to reach these communities and get enough responses within the timelines and at the lowest possible cost.
5. You are required to suggest the best way for TagTaste to reach as many target community members as possible
and encourage them to contribute Millet Based Recipes in the categories mentioned above (point no. 1)