5) Description of health product/service offering: Most of the diseases today are related to obesity generated from sedentary life style and erratic eating habits. Every year millions of individuals die of diseases that could be prevented by basic, low-cost measures. The Project is initiated to share the benefit of my innovation to circumvent that global challenge and improve health for all with innovative strategy to provide high quality, Cost- effective, and scalable health solutions reaching marginalized populations around the world. Necessity is mother of invention, the idea of devising a machine, which will give me the exercise to keep fit and avoid trap of diseases creeping in with sedentary life style and erratic eating habits due to busy work schedule came to my mind initially for my personal use on the concept of Driver (machine) driving passenger (user) to the expected destination (weight loss). I decided on the blue print of the machine and explained the idea to one known welder who got it made in his workshop. With the use of that machine I started loosing unwanted flab from my tummy, butts and arms. Moreover I used to feel relaxed while exercising and my fatigue would vanish in no time. I continued using it regularly since it was giving me sense of relaxation and also I was able to use it after all my daily chores while watching my favorite soap lying down in my bed. To confirm this result I asked lot of other fat people to use the machine and the machine has given the same results to them. At that time, the thought of making it on mass scale came to my mind, looking at the benefit to society, specially working ladies and people with sedentary life style. In busy, competitive day-to-day life style and the world of fast food, this type of machine would be a blessing in disguise. I thought it is my social responsibility to transform this innovative idea into a product and then, as a viable enterprise. This is a good opportunity to give something back to the society by sharing my innovation with the disadvantaged people in the world.

6) Description of innovation: Product is based on the approach of prevention is better than cure. Most of the diseases of working people with sedentary lifestyle start with having no time for exercise because of the daily routine and family responsibilities. Even if time permits, inclined mental fatigue makes them disinclined towards exercising. Due to other commitments was not able to adhere to diet schedule specially when fond of eating fried & spicy food or necessity of eating fast food. Exercise in maintaining your fitness has no substitute. Machine makes them do the exercise, something like giving massage, on your bed while relaxing in the comfort of your home. There are many mechanically operated products are available in the market which can be used at home like stepper/ exercise cycle / trade mill but enthusiasm of using them dries down after a few days with mental fatigue. Accordingly project is of providing user friendly and affordable machines for the masses that can be used anywhere any time. The machine strips away body fat while retaining and building maximum muscle mass to increase metabolism, with the result you actually continue to lose weight even after you don’t use for sometime in between. Your metabolism keeps on burning calories and even if you go back to regular eating, your body will still continue to burn fat. Your own natural metabolism is FAR more powerful for burning fat than any weight-loss diets. You even experience gain in strength and stamina on weight- loss. It allows you to get leaner, more muscular, stronger radiant looking and healthy from within. Nil mental involvement makes it enjoyable and relaxing. Novel and unique component in this invention is you need not take out special time to do the exercise; you can do it as per your convenience and time at home without mentally putting any efforts in the exercise. With the result one machine can take care of entire family. You receive the benefit of the proper natural walking/jogging/cycling exercise with the control and safety of a machine working on motor without the hassle of going outdoor. The hand and feet position allows perfect, comfortable and enjoyable controlled cyclic motion eliminating much of the stress on mind.

7) Operational model: Our organization wanted this product to be affordable to every household. Accordingly, aspects like demand, project cost, raw material availability, target market etc were taken into account while designing it. A lot of R & D effort went into it to make it lighter in size and weight, portable, weighing less than 5 Kgs. With the facility of dismantling some of the parts, we have taken care of frequent traveler with erratic food habits. Considering small households in a space-crammed city the machine will be no problem to accommodate it and it will enhance the beauty of the house with its aesthetic look. A good quality wheeled carry bag (travel bag) was considered so that holidaying could be combined with quick exercising. It was quite a challenge to transform this concept into reality. Firstly I had to understand the technology behind the motor, viz. what type of motor would be suitable, what speed of motor would be ideal, the variation in speed and the type of controller that would be needed. For this reason, I sought the expertise of a few technical people who have given me valuable inputs. Once we zeroed in on the type of motor we thought about the shape of the machine compatible to motor and utility and at the same time aesthetics. We opted for a standard motor to decrease the dependability on supplier. Since we were making it in plastic we had plenty of options of shape and colour to choose from. We will be having a strategic alliance with marketing organization as a channel partner/sole distributor for promoting the product in different regions (preferably at a national level) through micro-franchise model. Marketing alliance, which is already having strong base through wide network of Dealers giving prompt and efficient after sales service with professional approach. We are also thinking of idea of sharing distribution network with already established chain having their own marketing network.

8) Human resources: I discussed the reason behind the weight loss with my husband who is a Doctor and consulted a well-known physician Dr Shanbhag also on the same. Both of them explained me that it is working on the proven principal of exercise makes you reduce, whether you are doing or the machine is working on you, your body is getting the exercise. The machine is stripping away body fat while retaining and building maximum muscle mass to increase metabolism, with the result you actually continue to lose weight even if you don’t use it for some time in between. Your metabolism keeps on burning calories and even if you go back to regular eating, your body will still continue to burn fat. Your own natural metabolism is FAR more powerful for burning fat than any weight-loss diets. With most weight-loss diets you loose water and muscle because of which when you stop dieting, you start regaining weight. Moreover you do not loose weight proportionally, which has a telling effect especially on the face, which begins to look old, sick and haggard. Just the opposite happens with exercise, which makes it possible for you to gain muscle while losing fat to provide energy for building muscle. You even experience gain in strength and stamina despite weight-loss. It allows you to get leaner, more muscular, stronger radiant looking and healthy from within. Your efforts are not involved which makes it enjoyable and relaxing Though innovation was by me further help provided by many having Business and Technical background.

9) Key operational partnerships: We are discussing a strategic alliance with marketing organization as a channel partner/sole distributor for promoting the product in different regions (preferably at a national level) with micro-franchise model to reach the masses. Marketing alliance, which is already having strong base through wide network of Dealers giving prompt and efficient after sales service with professional approach. We are also thinking about the idea of sharing distribution network with already established distribution channel having own marketing network. Since the concept is new you require professional help to take this forward to the people. The role of marketing organization is very much crucial in taking forward this product to the society and educating society for its benefit.

10) Financial Sustainability

          • Fees charged to clients?: No

          • How do you assure affordability?: Considering the benefit to working generation and their spending on health care maintenance this machine is very much affordable. Creativity and innovation were two keys issues on which we had to proceed backed by data on demand- supply gap for the new health care product. We wanted this product should be affordable to every household. Accordingly, aspects like demand, project cost, raw material availability, target market etc were taken into account while designing it. A lot of R & D effort went into it to make it lighter in size and weight, portable, weighing less than 5 Kgs. With the facility of dismantling some of the parts, we have taken care of frequent traveler with erratic food habits. Considering small households in a space-crammed city the machine will be no problem to accommodate it and it will enhance the beauty of the house with its aesthetic look. An attractive, good quality wheeled carry bag (travel bag) in the shape of machine with a logo on it was considered so that holidaying could be combined with quick exercising.

          • Earned incomes as a percentage of operating costs: .01

          • Other funding sources: Money was the major hurdle since commercialization of concept required lot of R & D, expense also incurred on making basic model, Designing, preparing prototype, product trials, registering trademark, Patent application etc. My husband who is a doctor supported me monetarily; I also used my personal savings and took bank loan. Even though we had to use up all our savings, take loans and go through a lot of hardship, as the developing process was consuming time and money, we were firm on giving a quality product to the society for which we did not compromise on the quality even of the smallest of parts. We substantiated it by offering one-year warranty on the product. We started rigorous trials as and when the parts of machine were ready. When the trials were going on, many times we had to change the design / material of certain parts, as they were not able to sustain the pressure building on it while rotating and were breaking away. It was finalized only after many trials and we were fully satisfied with it’s functioning.

          • Strategy for long-term sustainability: To ensure financial sustainability of my initiative we decided to make it on mass scale, looking at the benefit to people, specially working ladies and people with a sedentary life style. I am interested in having a strategic alliance with marketing organization as a channel partner/sole distributor for promoting the product in different regions (preferably at a national level). Marketing alliance, which is already having strong base through wide network of Dealers giving prompt and efficient after sales service with professional approach. I am also open to the idea of sharing distribution network with already established brands having their own marketing network This arrangement will give me time and money to put in production of more machines and concentrate on development of a new segments to reach to provide this machine to Improve Health for all of them.

11) Current and Future Impact

          • Total number of clients: 10

          • Clients in the past year: 10

          • Percentage of low-income clients: 50

          • Impact: The machine is stripping away body fat while retaining and building maximum muscle mass to increase metabolism, with the result you actually continue to lose weight even if you don’t use it for some time in between. Your metabolism keeps on burning calories and even if you go back to regular eating, your body will still continue to burn fat. Your own natural metabolism is FAR more powerful for burning fat than any weight-loss diets. With most weight- loss diets you loose water and muscle because of which when you stop dieting, you start regaining weight. Moreover you do not loose weight proportionally, which has a telling effect especially on the face, which begins to look old, sick and haggard. Just the opposite happens with exercise, which makes it possible for you to gain muscle while losing fat to provide energy for building muscle. You even experience gain in strength and stamina despite weight-loss. It allows you to get leaner, more muscular, stronger radiant looking and healthy from within. Your efforts are not involved which makes it enjoyable and relaxing.

          • Overall "market": The product is a revolution and conceptually unique. Its manufacturing will be first in the world. Since the product is genuine, it has tremendous market value and given proper publicity will reach the masses. This is a user-friendly product can be used anybody, anytime, anywhere. It also can be used in house as well as at the place of work, it takes less space, its using is enjoyable, can use in sitting, standing and sleeping position as well. It simultaneously gives exercise to whole body with 100% result. It is so light and portable that you can carry it to your holidays or while travelling, where chances of your gaining weight are more. You can use it in house and at your place of work also, easily anytime anywhere. We are also making it in Thermoplastic, which will make it durable, light, portable and affordable to everybody who wishes to reduce without any gimmick. At present our moulds are ready for production so that we can start the mass production with the marketing organization having mass base. We will be diffusing the product through dealer/distributor network that will bulk purchase in quantity.

12) Scaling up strategy

          • Stage of the initiative: Scaling Up stage.

          • Expansion plan: The developing process has completely changed my outlook towards day-to-day living and many creative ideas for easing the stress in every-day life keep clamoring in my mind. The realization of this idea and its monetary by- product has awakened a passionate desire to convert new ideas into reality, which can be utilized for social good. Some how development of this product has gifted me with a restless creativity, which I want to ignite and translate into entrepreneurial ventures. When the money flows in I have a lot more plans in different areas. We want every household in the world should have this product, and every one in the house should benefit out of it, keeping fit and healthy accordingly we will be tapping all the avenues to reach. With the money I earn from this product part of it I want to utilize for the people having more innovative ideas for the benefit of society but no money and infrastructure for commercialization. Part of this money I want to utilize for agri-income generating programs in my village.

13) Policy change: Ours is a country where eighty percent population continues to reside in villages where proper income generating education / opportunities are not available because of which youth today is frustrated and falling pray to the people instigating them for ulterior motives. Social change is related to economic change and value education. Top policy should make available agri-based income generating programs and their market for the youth.

14) Origin of the initiative: I am a working lady with sedentary lifestyle having no time for exercise because of the daily routine and family responsibilities. Even if time permits, inclined mental fatigue makes me disinclined towards exercising. Due to other commitments was not able to adhere to diet schedule specially when I am fond of eating fried & spicy food. Having two children I was all the time worried about my weight, as I was aware that exercise in maintaining your fitness has no substitute. I use to think what fun if some body makes me do the exercise, something like giving massage, on my bed while relaxing in the comfort of my home. I have tried many products shown on tele shopping but all of them were ineffective like belt or some localized device vibrating on the body, or making the body vibrate without producing results. I also tried using stepper and exercise cycle but enthusiasm of using it dried down after a few days with mental fatigue. At that time this idea came to my mind. I thought it would be fulfilling a social need to share the benefit of my innovation with others as most of the diseases today are related to obesity generated from sedentary life style and erratic eating habits.

Contact Information:
Aruna  Sood
Owner
Sudaiv Technologies
(Individual)
Triveni Nursing Home, 220 Veer Savarkar Marg, Shivaji Park, Mumbai 400016.
India
Tel: 91 22 24468660, 09892322072
Email: asood@mdlinid.com