Over 100 startups applied across 3 challenge sets that were posted online. Instead of proposing off-the-shelf solutions, these startups curated their proposals around our requirements. The challenges were as follows:  

• Consumer Centricity | Can you create a real-time consumer insights ecosystem that allows us to be more connected to our consumers to understand their needs and pain points? 

• Tobacco Harm Reduction (THR) | Can you leverage on digital tools & platforms to create an initiative which makes THR a relevant and relatable concept for all relevant stakeholders? 

• Customer Care for Smoke Free Alternatives (SFA) | Can you create a consumer focused after sales ecosystem which allows us to timely address the pain points Legal Age Smokers (LAS) will face on their SFA experience journey? 

Throughout the event, we recognized the value that such collaborations with the startup ecosystem could add for our vision to introduce & accelerate Smoke Free Alternatives in Pakistan. This was a first of its kind initiative in the country that bridged the gap between the blooming tech ecosystem and the consumer goods industry. As the challenge progressed, the startup contenders were able to present locally relevant solutions to critical business problems. We also partnered these startups with internal employees to create a sense of ownership while also ensuring that final solutions were assimilated to internal needs. As the event concluded, 3 startups rose to claim the top spots after rigorous adjudication by external and internal SMEs. The winning teams are as follows:  

1. 1st Place: Yadgaar (Customer Care solution) 

2. 2nd Place: Red Retail (Customer Care solution) 

3. 3rd Place: Nucleus Solution (THR solution) 

 We are currently exploring opportunities to collaborate with these startups by partnering them with internal teams. The mindset shift enabled by this collaboration continues to thrive.