Nutrifit Case Study

As a senior official at Nutrico stated;
Our research shows there was a dire requirement for our products in villages. Our work with communities suggests that marketing of Nutrifit -XXX with go a long way the fulfilling the long standing need for a health product like this, to counter poverty and malnutrition.
He further affirmed “we are not creating need we are simply fulfilling them”. Thus the product seems to be plat formed on a moral crusade for assimilation of ever larger segments of people in mainstream by bringing affordable nutrition in the hands of the “undernourished”. Many of the community outreach progammes are run by Nutrico through Gramin Arogya Vikas Sanstan (GAVS), a rural health development public trust. GAVS works predominantly

You see health is a priority area and thus our product must be balanced, and affordable and an essential daily dose. The rural consumer has always valued Nutrifit , but it is expensive and they reserve it for “tyohaar” ( special occasions). What is the use? We now empower them to take a pick
As the cheaper substitute offered is plat formed on the value for money proposition. By offering a product like Nutrifit - XXX, Nutrico has opened up “whole new world of choices’ for the uninitiated. HFD supplements like Nutrifit – XXX which were earlier bracketed under “comfort foods” and considered “:an unnecessary frill of affluent” are now being marketed by Nutrico as a necessary component of diet and a ‘normal’ feature of day-to-day living.
As Ritzer (1999a) argues, “people are lured to the cathedrals of consumption, by the fantacies they promise to fulfill and then kept there by a variety of rewards and constraints” (p. 28). Once enticed into the cathedrals of consumption consumers are made captives. There seems to be no choice but to observe and desire. Those denied access to the world of consumption due to lack of resources, mobility or any other factor, are marginalized and excluded (Gabriel, 2005). Thus, these networks may be seen as a mediums via which products are marketed to consumers with the ‘well meaning’ intent of improving their welfare by expanding choice.

They are held accountable for effectiveness of steps taken, (although a set of activities is specified as to what could constitute as CSR, corporate are given the flexibility tochoose the CSR initiatives it undertakes. Thus, despite the imposition by the new Law, to report CSR spending and reporting of initiatives taken by the firm Corporate Affairs Minister Sachin Pilot confirmed that there will be no pressure from the government on what the companies should do and that it would be up to companies on how to use it for a social cause‘ Hence, self –regulation,’ through CSR gives the impression of moral reflexivity and responsibility on the part of the companies without conceding power to the