The companies we studied tapped partners for their delivery capabilities. Nestlé, for
example, discovered that the Drishtee Foundation, which strives to foster the social and
economic development of communities in rural India through the use of information and
communication technology, had established a distribution system for supplying remote
retail shops in Uttar Pradesh, one of the regions most affected by micronutrient
deficiencies. Rather than reinventing the wheel, it engaged Drishtee to help distribute its
Masala-ae-Magic spices.