Best Ideas 2022 features all the nominated entries submitted under ‘Submit your Idea’ category. All the entries consist of innovative solutions or propositions for an enterprise that champions the Sustainable Development Goals. They can be on the conceptual, planning, or start-up stage.

Mitahara

Stage of Idea conceptual stage

Explain your idea in details:

Our product name is, Mitahara, a protein powder that utilizes the extraneous amount of protein present in tobacco leaves. Mitahara is a Sanskrit combination word, from Mita (moderate) and Ahara (taking food, diet), which together mean moderate diet. In Yoga and other ancient texts, it represents a concept linking nutrition to the health of one's body and mind. Tobacco leaf proteins are well balanced, containing high levels of essential amino acids. Plant leaf protein, especially soluble protein in tobacco leaves, has high nutritional and medicinal value. Tobacco seeds are rich in oil content containing linoleic acid (71.73%) and oleic acid (13.77%) as the most abundant fatty acids. The protein powder will also possess linoleic acid along with oleic acid, which is extracted from the Tobacco seed Oil, providing added benefits to the protein powder. The key features of our product that make it special are- The appropriate amount of Linoleic Acid, upon research by the Harvard School of Public Health researchers, has shown to help in reducing LDL(bad) cholesterol and increase HDL(good) cholesterol, thus improving cardiovascular health along with lowering the risks of coronary heart disease Due to the presence of linoleic acid in our protein powder, it also has added benefits to the skin. Linoleic acid is an essential building block for ceramides, one of the skin's main moisturizing elements, therefore keeping the skin hydrated. Its presence also makes the skin's barrier stronger so it can effectively keep water in and irritants out.

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Expected impact of your idea on sustainable development

Overconsumption of protein powders can increase the risks of cardiovascular diseases and increased cholesterol. High-protein diets may help people lose weight and build muscle, but a study conducted on mice suggests they have a downside: They lead to more plaque in the arteries. Further, the research shows that high-protein diets spur unstable plaque -- the kind most prone to rupturing and causing blocked arteries. Our product however reduces the possible risk of increased cholesterols due to the presence of Linoleic acid and has shown to help in reducing LDL cholesterol and increasing HDL cholesterol, thus improving cardiovascular health along with lowering the risks of coronary heart disease. The oleic acid present might also improve heart conditions by lowering cholesterol and reducing inflammation. Unlike other protein powders present in the market, which mainly come from plants (soybeans, peas, rice, potatoes, or hemp), eggs, or milk (casein or whey protein) which are relatively expensive. In India Soybean(one of the most widely used protein sources in protein powders) prices an average stand at Rs.350/kg while Tobacco stands at approximately Rs. 200/kg. This will make our product more affordable and available to the consumers.

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Plans for implementation and sustainability

Our business model plans to serve our product to both businesses and consumers as per the two business models we plan to adopt. For the first business model, we aim to sell our products to consumers directly. In this model, we will primarily target professional athletes and body-building enthusiasts, since they are the main demographic for protein supplements. We will also target the general population in the urban setting falling in the age group of 20-35 years of age by conducting online campaigns for raising awareness about the protein deficiency in the Indian population. If our product sales increase and there is a bulk demand for the product then we also plan to sell our product in the rural areas for slightly subsidized costs and also invest in physical marketing campaigns for raising awareness about the protein deficiency in their diets. The targeted demographic will be of the age group of 18-50 years old since people in the rural setting start working at an early age and continue to do physically strenuous tasks till a later age than most people in an urban setting. For the second business model, we aim to sell our product to existing protein bar companies by convincing them to transition to tobacco as a protein supplement. We will be working as a protein powder contractor (i.e the middlemen). The companies will carry out the final steps of the marketing process such as flavoring the powder, packaging it under their respective brand names, and selling the final product. The clientele will be pre-established consumers.

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Your profile

I am 16 years old. I was born in the city of Bareilly, Uttar Pradesh in India, I now live in Noida, Uttar Pradesh. I have always seen my father smoke and wanted to make something healthy and beneficial out of something injurious to your health and that is when I came up with this idea. I have participated in a few competitions before this and bagged a semi-finalist position. I have always been a creative thinker, that is what helped me while coming up with the idea.

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