The World Bank
Outline India supported the World Bank to conduct a social-marketing study in order to understand the demand-side constraints and opportunities for a specific nutrition-focused product, named Wheatamix, and services related to it. This was done by conducting a social-marketing experiment with 500 young SHG women members of Jeevika in 30 villages of Jehanabad district in Bihar. This experiment sought to see how the Behaviour Change Communication interventions influence the decision-making process of respondents, in terms of product affordability and product desirability. The experiment was followed by a Health and Nutrition household survey with the same respondents.
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