gradcbookfina2copy

Have a vegetable vending machine

Invent a different kind of drone

Food-truck

Introduce coupon system Make a unique arcade game
Associate football and skateboarding called as ‘Orgade’

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A combination of cafe and vegetable shop

Drone delivery of vegetables

Identifiable crates
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2.
focusing on
one solution

One solution medium was chosen. A medium is a mean through which one solves their problem.
It can be one or even a mixture of a few. The medium was what is called in the Design industry;
Service Design.

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Solution

A reliable service;
which procures
vegetables from
farmers and
provides them to
end customers
through a
chosen channel.

(These channels include restaurants, vendors, processing units to be the business to
business links, while privately owned services include vegetable shops and food trucks)

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prototype

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1.
consumerism
(study)

A business model canvas was used in order to understand every aspect of the business.
Design management is the field of Design this is excessively used in.

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In a very short paragraph, I will say that I did some quick reads about a
vast topic commonly known as Consumerism. Mostly, it is targeted towards
emotion or reasoning. The buying usually depends upon the economic con-
ditions and buying patterns. Method, place of purchase, frequency, item and
purchase potential are the factors that affect consumers. Motives, learning,
attitudes, lifestyle, past experience, mirroring, peers, health outlook, prior-
ities, reward/punishment, society approval and patriotism are some factors
that affect consumerism.
On a deeper level, individualism and society class imitation are factors
which are the influencers.

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2.
business
strategies

A business model canvas was used in order to understand every aspect of the business.
Design management is the field of Design this is excessively used in.

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initial plans

The service was about food-trucks. In the morning, the truck would act as a
cold van collecting fresh vegetables from the farmers or farmer traders, and
during late night (all eateries close down at 9pm-10pm), a chef would cook
and serve food. It would be an experimental space (LAB Model) for the
chef, as he could only strictly cook local organic food. It was aimed at the
local urban working people and tourists inclined to eat ethnic food (Food
trucks for these people are cool)
Eventually, this model could scale up by including farmer clusters and then
later Farmer Producer Organizations (FPOs). Food trucks then could extend
to vegetable shop outlets and restaurants.

A Circular Distribution Model (CDM) was introduced
which would collect the wet waste generated by
restaurants and vendor shops and deliver it back to the
farms to be reused for fodder and manure creation.

After food trucks, the service was providing vegetables to restaurants.
A reliability factor with certain business modules was constructed.

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(According to each primary stakeholder)
Farmers

3 tier installment strategy for a consistent farmer income;
1_Ploughing period
2_Weeding period
3_Harvest season (collection of vegetables)

Restaurants

-Quality guarantee with a legal contract
-A brand name attached to increase customers, partnered with other brands
such as Lonely Planet and Zomato
-Commission model to gain trust, can pay after using the produce

Customers

-Informational website
-Social platform in order to uplift the involved farmers

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restraints

- An ample amount of initial investment was necessary
- The food-truck or restaurants seemed to be a part of the whole chain
- The chefs would have been restricted at times when unusual combinations
of food would have to be made, sales could drop
- The overall positive impact would be low
- If the end consumers to have the organic food and wanted to buy reliable
organic produce of the same brand, where would they go?
Hence, it was crucial to include vendors or at least privately owned
vegetable outlets while having food-trucks or restaurants
- According to one of the insights, people choose familiarity instead of
risk. Original players such as suppliers or traders which are trusted by the
farmers were not considered.
- Existence of the reliability or frugality factor when it comes to local
organic food amongst the stakeholders was not planned out which was the
original focused problem statement

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the food truck idea

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3.
focusing on
one service

One service solution was chosen as per sheer logic. It was economically viable, desirable for the
audience and feasible to execute.

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Solution

A reliable service;
in the business
of providing
authentic, fresh,
organic local
vegetables
to different
channels.

(These channels include restaurants, vendors, processing units to be the business to
business links, while privately owned services include vegetable shops and food trucks)

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Sketch version - A map of how the working of the trust system will take place is shown
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A map portraying how the working of the trust system will take place is shown.

Fig. 13

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The end-consumer interaction with service in the following diagram is taken into consideration.

Fig. 14

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Fig. 15 Scalibity of the service shifts from the farmers to farmer clusters to Farmer
Producer companies. When the service works and a certain level is created
among the end consumers and the other stakeholders, it can be pitched to
the government so that a FPO can be a functional database with a circular
distribution model when it comes to organic farming, at least inside Sikkim.
Also, if managed to partner with Mitho (a local service that delivers food to
end consumers from restaurants), fresh vegetables can be delivered to end
consumers from the nearest vendor shop channel.

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4.
business
model
canvas

A business model canvas was used to refine the working of the service. This gave clarity and refined
the idea.

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in detail, the why

The service would involve all primary stakeholders including farmers,
suppliers, restaurants, vendors. We are trying to streamline the supply
chain by increasing the reliability among end customers. Similar to
the White Revolution, companies associated such as Amul expanded
exponentially. Keeping aside the dark side of the revolution, Sikkim
is already an Organic state. But, there is a lack of entrepreneurship
when it comes to Organic. Organic produce, no matter where it is
needed is going anywhere and everywhere, similar to a firecracker.
Now, there is no organic market which would increase the value of
organic for farmer profits. Due to this uncontrolled distribution, waste
and cost is increasing. Tourists are coming to Sikkim, thinking it is
an organic state. If we can redirect the vegetables to the markets
of Sikkim, an ample amount of cost can be saved and waste can be
reduced. In order to do so, according to the interviews are aware and
prefer local vegetables. But, they need reliability and only then can
they trust the cost that comes with it. If demand of organic vegetables
increases locally, the supply will flow locally. This service will act as a
pioneer of entrepreneurship in Organic Culture of Sikkim.

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khet-se

khet-se is in the business of providing reliable local organic fresh produce.

business model canvas

key partners key activities value proposition customer relations customer segments

-mitho, zomato, lonely planet, -forming alliances 1. end consumers -customers can be viewers 1. end consumers
google maps (with farmers, restaurants, -QR Code based system of the chain on social -seeking authenticity when it
vendors, suppliers, online -brand communication media platforms and give comes to organic produce
-B2B partners) feedback, if any -are aware of the benefits,
-managing the supply chain 2. restaurants need an end action cue
(forward linkages) -forming an accessible -provide endorsement channels
-restaurants database 2. restaurants
-processing units -strong design 3. vendors -website with details -seeking customer
-vendors -increasing consumers -social media presence retention and an image
-end customers key resources
4. processing units 3. vendors
(backward linkages) -vendor level packaging -endorsement and -seeking profit
-farmer clusters packaging solutions
-suppliers 4. processing units
-FPOs 5. suppliers -seeking recognition
-the government -fixed income
5. suppliers
-seeking for a steady
income

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5.
branding
the
service

Visuals are the best tools to inculcate recall value of any idea. The service was given a face so that it
could be imagined functioning in real time. Branding becomes the visual output of the solution.

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brand, the who

Target Audience
Urban middle class of Sikkim, tourists
Values:
Community- Uplift the rural farmers
Reliability- Transparency of supply chain by introducing traceability
Healthy- Care about the planet and people, lifestyle choice
Circularity- CDM (Circular Distribution Model) reduces wet waste
Responsibility- Authenticity and quality of vegetables

Adaptable- Works across different channels/outlets

Similar services for visual inspiration:

Mostly all of them have no business in Sikkim currently, but they are
selling fresh vegetables in India for the same target audience.
-Big Bazaar
-Reliance Fresh
-More.

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moodboard

source : google images
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paper explorations

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Form Exploration

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digital explorations

fresh. local. organic.

Khet-se

Khet-se

fresh. local. organic.

Khet-se

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the logo

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vegetable crate labels stakeholder badges

vegetable crate stickers 189
tape for vegetable crates

deliverables of khet-se

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6.
packaging
collaterals

Reliability is the major value of the brand. It is important to understand how it can work in real time.
Packaging becomes one of the major collateral of the brand.

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reliability, the how

There was no point of creating the service if it was not reliable in the minds
of end customers. We understand the customer journey of buying vegetables
in the interviews. It was noticed that local produce is a term more important
than organic. Also, customers search for unreliable cues such as old weighing
machines, visual judgement of vendors, inconsistency in shape and size of
vegetables or verbal communication with trusted vendors.

Packaging was to be in two kinds; storage and carry bags.

Storage

Vegetables are stored in plastic or cane crates.
These can be used to have information- identifiably different looking storage,
benefits of specific organic produce, QR code scanning which leads to
informational whereabouts website.

Carry bags

Plastic bags are banned in Sikkim. Brown paper bags are used to
package vegetables. Newspapers are reused to wrap leafy vegetables.
There exists scope to make these packaging collaterals to increase recall
value of the brand.

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test
validate
refine

next steps

With no time left I couldn’t test the prototype. But I have mentioned the
next three steps of my project. In a way it was quite speculative and hence,
a bit idealistic. I have realized that I would like to work in teams, as there
exists more growth in that. Also, I want to understand how much power
a designer even has. Are we always going to only consult? Is there a time
when we do a bit more than that?

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