Effectiveness of the Value Chain of an Agri-Food Product in Reaching Low Income Consumers: A Business Case Study of Amulspray

Abstract

A large section of the population in South Asia is undernourished. Agriculture is the main source of livelihood in the region. Following the framework detailed in Henson and Humphrey (2015), this paper attempts to assess the effectiveness of a dairy milk product (Amulspray), manufactured by a cooperative business, in enhancing consumption of nutritious food by the poor. The case study examines the value chain of Amulspray with focus on the commercial viability of the product and its market outreach, particularly to children from low income households.

The study finds that though the value chain has potential, there are limitations for business-driven value chains to reach vulnerable sections. Institutional environments can play important roles in enabling business-driven value chains to have a pro-nutrition and pro-poor focus.