WASH Platform | Wash Grand Challenge (2019)

WASH Platform | Wash Grand Challenge (2019)

The WASH Platform builds synergistic collaboration between multiple stakeholders from the Private Sector, Development Sector and the Government, to identify, implement and replicate high impact projects across the sanitation value chain, starting from the state of Maharashtra.

The platform is a joint initiative between Samhita Social Ventures and India Sanitation Coalition in partnership with The Government of Maharashtra, The Bill and Melinda Gates Foundation with UNICEF and CEPT University as knowledge partners.

VIACOM18 | How to impact through the media lens

VIACOM18 | How to impact through the media lens

In a time where majority stakeholders were concentrating on building infrastructure to achieve the mission of Swachh Bharat Abhiyan, Viacom18 utilized the weapon they knew best – storytelling to create lasting impact in a society that has long been captured by the screen.

The Viacom18 story

With the launch of Swachh Bharat Mission, availability and access to toilets had improved tremendously. But social and behavioural change communication were far from implementation questioning the long-term adoption of infrastructure usage. Lack of sanitation has many rippling effects. 

The economic deprivation increases manifold when healthcare expenses and the cost of lost potential due to sickness arising from inadequate sanitation is added.

With the belief that sustained change in behaviour is at the helm of creating long term impact, Viacom18 worked with Samhita to design an intervention that aimed to address the issue of Open Defecation in Mumbai’s slums and inadequate sanitation in schools.

How did we impact 8,000+ lives

Samhita designed and implemented a community sanitation program with a focus on strong behaviour change in addition to providing basic infrastructure. Our theory of change centered around changing behavior, beliefs, and myths around toilets as a key to ensuring sustained open defecation free status in all communities and schools. The idea was to design visual messaging at key locations in slum areas, followed with awareness campaigns that brought together a social message with Viacom’s unique panache for storytelling.

Our vision of multiplying the impact by evolving the approach from infrastructure to behavioral change was distributed in 3 stages.

Geography

Impact

Kimberly Clark | Making lives better through purpose driven brands

Kimberly Clark | Making lives better through purpose driven brands

The global effort to achieve sanitation and water for all by 2030 is extending beyond the household to include institutional settings such as separate washrooms in schools and workspaces. 

About 94% of women are employed in the informal sectors, according to the National Women’s Commission. Such informal sectors lack basic sanitation facilities including toilets. Public toilets, even if available, are often unsanitary and poorly maintained. Without access to toilets, women and girls develop coping strategies like drinking less water that in turn increases the risk for women’s health problems and their well-being, especially in times of menstruation. The extent of the problem is large in the school ecosystem across India

With the mission to create better workplaces that are healthier, safer and more productive, KCP in partnership with Samhita, designed two projects- 

  • Provide improved sanitation infrastructure in rural schools in Maharashtra and nudge children to adopt better sanitation habits
  • Provide increased access to better sanitation facilities for women working in informal markets

How did we impact 2000+ women and children’s lives

Project 1- The project aimed at solving two key challenges-

  • Poor usage of toilets by children in schools, and
  • Absence of hand washing facilities at critical junctures

We collaborated with the Swachh Maharashtra Grand Challenge, a first-of-its-kind open innovation platform, in partnership with the government, corporate & social sector to address the key challenges in the sanitation ecosystem; by identifying and piloting innovative programme models across sanitation value chain. We identified 4 major components under this setup-

How to address the school sanitation ecosystem

Project 1 – The project aimed at solving two key challenges –

  • Poor usage of toilets by children in schools, and
  • Absence of hand washing facilities at critical junctures

We received 50+ innovative solutions from across the country. A thorough review of the applications led us to select the most innovative and sustainable programs that would help build an impactful ecosystem in school sanitation. KCP and Samhita together set the journey from selection to knowledge dissemination for the selected programs:

  • Providing grants to selected pilot programmes
  • Coaching & mentoring
  • Project monitoring & evaluation, and
  • Knowledge dissemination.

The project impacted 2000+ children of Chandrapur, Maharashtra.

How to help women access sanitation in informal markets

The second project aimed at addressing the need for safe sanitation facilities for women working in informal markets. We shortlisted GARV TOILETS and CORO as implementation partners. The project provides sanitation facilities with following features:

To provide holistic, effective and sustainable sanitation impact, four components were designed:

  • Localised Behaviour Change Communication
  • Menstrual Hygiene Management
  • Operations & Maintenance
  • Waste Management

To support the end-to-end implementation of the project, Samhita leveraged their in-house expertise through the following stages- providing operational plans, developing standard operating procedures, monitoring and evaluation progress and outcomes and providing capacity building support for the implementation partners.

The project impacted 2000+ women in Kurla, Mumbai, Maharashtra.

Geographies

Project 1: Chandrapur Maharashtra

Project 2: Kurla, Mumbai, Maharashtra

Impact Numbers

4000+ Lives Touched

Skilling India: Getting it right | Part II

Skilling India: Getting it right | Part II

What companies need to keep in mind to ensure that their skilling programs are effective and impactful.

According to Labour Bureau of the Government of India, 90% of the 450 million jobs in India require vocational skills. And right now only 10% of the workforce receive any kind of vocational training at all, formal or informal.[1]

Compare India’s present scenario to those living in developed countries, where 75% undergo formal skill training and it’s clear that we need to do a lot of catching up.

The Skill India Mission presents a unique opportunity for companies to leverage their core business competencies and contribute to skilling India. Part I of this series on Livelihoods and Skill Development, discussed why it is critical for companies to align with the Mission and join together in a concerted effort to close the skills gap in the country’s labour force.

In Part II, we look at what companies need to keep in mind when implementing training programs as part of the Skill India Mission.

The Mission is a new opportunity for companies as it is different from past efforts by the government in a number of ways. Most critically it has consolidated the skilling effort in India by replacing the 20-odd ministries that were previously engaged with training programs with one focused and central Ministry for Skill Development and Entrepreneurship (MSDE). The MSDE has its own budget and is mandated to drive skill development efforts in the country, by co-ordinating the programs of State Governments and other Ministries. The MSDE also collaborates with companies in the private sector, developing frameworks for vocational and technical training and planning for skills that may be required in the future.

The Skill India Mission prioritizes aspects of skilling that were previously ignored, like the recognition of prior experience and entrepreneurship skills. Rajesh Kaimal, Business Head of Manipal City and Guilds, an education service provider that trains and certifies people across the country, points out that under the new initiative, “there is a special focus on RPL (Recognition of Prior Learning), which is a drive to recognise people who are already well-versed in a trade but don’t have any formal certification.” Under the PMKVY, a scheme under the MSDE, there is an equal emphasis on RPL skill training programs. Out of the 24 lakh (2.4 million) people that the scheme aims to train each year, 12 lakh (1.2 million) has been earmarked for training and assessment and 12 lakh for the recognition of prior learning.

Praveen Aggarwal, the Chief Operating Officer of Swades – a foundation that focuses on creating livelihood opportunities for rural populations – commended the creation of a separate policy to encourage entrepreneurship.

Under the mandate, the MSDE is directed to make entrepreneurship aspirational and encourage it as a viable career option through advocacy, create support networks for potential entrepreneurs and promote entrepreneurship amongst women. Mr. Aggarwal believed that an equal focus on entrepreneurship skills is especially critical for rural areas and saw this as a good move by the Indian Government.

Getting it right

With the government making a strategic effort to create a skilled workforce and prioritizing skill development initiatives, it is critical that companies also get on board and invest in effective programs. Conducting one-off trainings or failing to link them to jobs may not significantly improve the prospects of those seeking work. From our conversations with a number of companies and implementation agencies in India, we have developed some guidelines that companies may find helpful when developing and executing their skilling programs.

Adopt a lifecycle approach

Like any other intervention in the social sector, in order to achieve long-term impact, companies need to adopt a lifecycle approach to skill development. This means designing programs that look at every aspect of skilling communities and includes mapping the skills and aspirations of a community before training, conducting training that is based on the findings of the skill mapping, connecting trainees to employment opportunities after the training and following up with them after employment. One of the programs that Swades conducts adopts this approach. Apart from the activities listed here, Swades conducts an intensive follow up with their trainees. Once placed in employment Swades tracked the progress of their trainees for 2 years. In the first year tracking occurred on a monthly basis in order to provide ‘hand-holding’ and get them accustomed to an office environment. In the second year, follow-ups were reduced to quarterly intervals. Praveen Aggarwal says that the reason Swades does this is, “to see how they are progressing in their careers and if they leave their jobs, why are they doing this etc.”

Following up with newly employed trainees is especially critical as it can result in significantly reducing the number of people leaving their jobs because of being unable to cope with new work environments.

Match skills to aspirations

Training programs need to keep in mind the marketability of skills received at the end of the course and match them to individual aspirations and desires in order for them to be impactful. Training that is not linked to careers that people want, is a waste of resources on both sides of the equation. A good way to ensure the relevance of training is by mapping skills according to both market needs and local capabilities.

This approach ensures the expectations and requirements of a particular community are met and provides guidelines on what kind of training is needed. Swades ensures that their training is consistently effective by, “giving (people) a bouquet of choices, empowering them with a sense of decision making – of what they can do with their lives, (and) creating aspirations.” Mr. Aggarwal went on to say that attempting to meet the needs of communities and advising them against potentially less-viable career paths, is a fine balancing act.

Transferrable skills: Providing communities with transferrable skills is also useful as it builds competence in areas required for most jobs. Transferrable skills include communication and analytical skills, decision-making abilities, team work, writing and reporting skills and other similar skills. For semi-urban and rural populations, such skills are especially useful as most have never been in an office environment. In their training on transferable skills, Swades includes aspects like how to dress appropriately for different types of employment, basic computer literacy, personal hygiene, interview skills, tackling work under pressure, dealing with superiors, reporting procedures and other useful information.

Connecting skills to the market

Providing market-relevant skills to communities should be a key focus area for companies. Without a link to market demands, skill training become redundant. Kalyan Chakravathy from PanIIT Alumni Reach for India (PARFI), a social enterprise that conducts skill training across India, spoke about how they link training to market needs by engaging with CSR, “(While) we work on an institutionalized, long-term, investment-heavy model, it does not mean that we are not consistent with the market. We are very demand-focused (and) update that demand through investment. That’s where CSR comes into the picture. Many of our schools are funded by companies.” PARFI’s skilling model is a loan-based training model which engages companies to provide employment opportunities and gives 100% placement to trainees after their courses. Mr. Chakravarthy said that placements were assured, “because we first sign up the employer and then set up the training.” With companies providing an input on what skills are needed, PARFI is able to conduct training that is relevant and can enhance the career prospects of trainees after the course.

The Value of Skills

If the courses or training that people receive are not recognised as valuable to their personal economic growth, for example by enabling individuals to achieve a higher salary or a better job, then there is very little incentive for them to take part in the program. If a watchman who has been trained under the skilling program subsequently receives the same salary as someone who is not trained, then what value has it added to his personal situation? Linking skill training to market needs is critical but companies must also ensure that this training will add value to the overall career prospects of beneficiaries.

Currently, training institutes across India are seen negatively as purely manpower sourcing agencies and this needs to change.

The Swades Foundation tackles this issue by working with select partners and social enterprises who they identify as having an understanding of a specific market. They connect their training to those who have demand for particular skills. PARFI works on a sustainable vocational training model that is loan-driven. The system, although charging trainees a fee, works well as it encourages only those genuinely interested to take part. The fee also ensures a high standard of quality and active participation from trainees, contributing to the overall sustainability of the program – and giving an impetus to social entrepreneurship as a whole.

Many government-sponsored skilling programs see high turnouts but do not necessarily have an impact on workforce skilling levels because they are free and are available to anyone, whether interested in a particular course or not. In general trainees tend not to attach much value to training that is paid for by the government. In the education field in India, people willingly pay more to be taught privately despite the considerable financial constraints this may place on them and their families. But they are prepared to do this because more often than not, the qualification they receive from a private institution will lead to more opportunities and a better standard of living.

The skilling centres of the future should be structured in such a way that the quality of their training is perceived as highly desirable and consequently valued by both potential trainees and future employers.

Focus on Entrepreneurship

Another way to look at the economic development of communities, especially those in rural areas, is through increased entrepreneurship. In 2013-14, agriculture employed 54% of the workforce in India but only contributed to 17% of the GDP[2]. In such a context, where the supply of labour outweighs demand by a large margin, finding new means of employment can be critical.

Providing rural communities with entrepreneurship skills and helping them start cottage industries or small businesses could work to supplement existing income and create local employment for many who would otherwise be forced to migrate to cities. Swades looks at building the entrepreneurship ecosystem by enabling entrepreneurs to create their own value chains. For companies, entrepreneurship programs are trickier as they need to establish connections to the market in order to provide entrepreneurs with a space to sell their products. Before implementing such programs it is important that companies ensure that implementation partners have a connection to the market and a clear exit strategy that enables the local community to continue work once the program has ended. Swades’ Praveen Aggarwal continued, “We are trying to create an entrepreneurship ecosystem. We manage the entire process…including providing entrepreneurship skills, how to understand your market, profit and loss, how to keep your account books…”

The added focus on entrepreneurship by the MSDE also presents a way for companies to leverage the entrepreneurship policy (see above) and engage with such programs.

Systemic Problems

One of the challenges of the current vocational training system is the lack of proper exit mechanisms for students of such programs. Rajesh Kaimal, Manipal City & Guilds (MCG), talks about the challenges of this situation, “a student who is on an engineering or an ITI course, should be able to exit after 1 or 2 semesters. [They should be able to] get a vocational education, get a certificate and then at some point take those credits and return to the formal education system and vice-versa. Most students drop out in-between, because courses last 3-4 years and they are unable to complete them because of family pressures or financial difficulties. If a student has done 2 years of a 3 year course and he leaves, he has nothing to show in terms of a qualification. For example – he might do the first year of a masonry course and if he leaves, he has nothing to show in the job market. There needs to be a an officially recognised certificate saying that he is qualified to do something at each step – since there are certain levels to all skills. Today there is no such mechanism and most ITI’s fail today because their students don’t continue.”

Education vs. Experience

When hiring, companies need to look at the value of vocational programs and the experience of applicants rather than exclusively match jobs to the highest level of education they have received (See above). MCG’s Rajesh Kaimal continues, “corporates should recognise that they need skilled people and not (just) educated people and should understand what they want. Is it skills and experience that you require or is it education and a paper degree that you are looking at?” This is a choice that needs to be made wisely by companies. To further illustrate the point, he talked about the fact that former specialized soldiers from the army have been employed as sweepers on the railways, despite having 15 years of experience, and considerable mechanical skills developed by fixing battle tanks. This happens quite often because many join the army straight out of school and consequently do not possess more than a 10th or 12th standard pass certificate. Historically all appointments on the railways have been dictated by an individual’s level of education.

Moving forward: A Vision for Skill Development

The announcement of the new plan for training and skill development is an opportunity that should encourage companies, investors, implementation agencies and potential beneficiaries to rethink traditional approaches to skilling. Even if the aggressive targets for skilling aren’t met, it will be important to ensure that those who pass through programs are trained well and given valuable skills that they can use in the market. It would be a flawed methodology to define the success of future training courses by the number of people being skilled, rather than potential employment outcome. Training people will have little value if they are not ultimately able to find better jobs, earn decent salaries or work in the sector and profile they were trained for – none of which can be achieved without the active involvement of players that dictate demand for skilled labour – namely companies. Why? It is companies that set trends, create demand for specific skills and subsequently understand what is needed for the future as they shape market demand. We need to invest in delivering market-driven skills to the public which will ultimately contribute to the long-term growth and development of the country.

About the contributors:

Praveen AggarwalChief Operating Officer, Swades, a foundation that focuses on creating livelihood opportunities for rural populations across India.

Kalyan ChakravarthyExecutive Director at the PanIIT Alumni Reach for India Foundation (PARFI), a not-for-profit registered society of IIT alumni committed to execute and scale self-sustainable business models that enhance incomes of the underprivileged sections leveraging PanIIT and other like minded networks.

Rajesh KaimalBusiness Head, Manipal City and Guilds, a joint venture between Manipal Education and City & Guilds, UK that trains and certifies people across the country.

Luis MirandaDirector at Samhita Social Ventures and Founder & ex-President, IDFC Private Equity

[1] http://www.tradingeconomics.com/india/gdp-from-agriculture

[2] http://www.tsmg.com/download/article/Skilling%20India%20final.pdf

Skilling the unskilled: Why should companies get involved? | Part I

Skilling the unskilled: Why should companies get involved? | Part I

A look at how companies can align their CSR strategies to the Government’s Skill India Mission, increase programmatic impact and invigorate the economic well-being of India’s unskilled and unemployed workforce.

The announcement of the Skill India Mission on the 15th of July 2015, a Government initiative that aims to train 500 million people by 2022 in different skills, created a high level of expectation from corporate India, implementation agencies and the individuals who badly need those skills. For many, the Government’s drive to skill India couldn’t have come at a better time.

In 2020, India is set to experience a ‘demographic dividend’ where 65% of the population will be under the age of 35[1], which will give the country the unique advantage of having one of the world’s youngest populations.

However, this is only an advantage if new entrants to the workforce are properly trained and given access to skilled employment opportunities. The National Sample Survey currently estimates that of the 470 million people of working age in India, only 10% receive any kind of training at all[2].

While many believe that the Mission could potentially close this gap and help meet the Indian Government’s ambitious target of skilling 550 million people by 2022[3]; translating these expectations into action is a significant challenge that can’t be overestimated.

The National Skill Development Corporation (NSDC) has identified over 24 high-growth sectors for which people need to be skilled. Of these manufacturing, textile, construction, automotive, retail, healthcare and transportation are expected to witness the highest growth. Companies operating within these sectors stand to gain from investing in skill development as they can strategically align with the Mission to train workers with skills that are needed in their respective sectors.

To harness the country’s 2020 demographic dividend and move a step closer to making India ‘the human resource capital of the world[4],’ there will need to be a concerted effort from multiple stakeholders across the livelihood ecosystem – within which companies will need to play an integral part.

Setting standardized benchmarks for skilling

While the Indian Government has instituted a number of constructive policy measures under the Skill India mission and allocated Rs. 5,040 crore (770 million USD) to skilling programs[5], it has failed to do something fundamental – and that is to define what a ‘skill’ in this context is.

This is problematic for a number of reasons. People are considered to be ‘skilled’ whether they have taken part in training that involves short 2 day workshops, or extensive 3 year courses. Without setting standard benchmarks for different skills taught, which include the nature of the training, the duration and depth of courses and a mechanism to measure the program’s success – any future statistics on the number of skilled workers created as a result of this initiative will have significantly reduced value.

Furthermore it is important to have appropriate levels of training for appropriate skills which will be critical for the effective implementation of programs.

Skill development ≠ livelihoods

The widely accepted definition of livelihoods, developed by Chambers and Conway, reads as follows, “a livelihood comprises the capabilities, assets (including both material and social resources) and activities required for a means of living.” Livelihood interventions therefore aim to build the social, physical and financial capital and capacity of people with the aim of bettering their employability or income generation prospects.

Skilling programs, on the other hand, are concentrated on building the capacity of individuals and communities and do not necessarily tackle other aspects like creating assets or resources for communities and providing access to employment opportunities.

It is therefore crucial to place skill development within the larger context of livelihoods and encourage companies, NGOs and social enterprises to think about skilling as a means for people to access livelihoods and not as an end in itself.

In order to design and implement impactful programs it is important to realize that training forms just one aspect of creating livelihoods and does not automatically translate into a means of livelihood. While training people in new skills is critical, companies need to look at skilling through the lens of creating livelihoods and ensure that there are support mechanisms in place after training.

A holistic approach to skill development

To do this, what really needs to change is the way in which skilling programs are currently implemented. Conducting isolated training with no follow-up and no connection to market demands will reduce their effectiveness. Adopting a lifecycle approach to skilling is the only way to ensure meaningful, long-term impact. A lifecycle approach looks at all aspects of skilling, from the aspirations of people before training, to counselling and following up with beneficiaries during their employment. Skill development programs conducted in this manner will ensure that the training received has an impact on livelihoods and contributes to the economic well-being of communities.

The role of companies

The Skill India Mission aims to actively involve companies in skilling the country. In July, at a conference in New Delhi about engaging the private sector, Pawan Agarwal, Joint Secretary at the Ministry of Skill Development and Entrepreneurship, Government of India talked about the government’s drive to involve companies and said, “private sector engagement is part of the DNA of the Skills Ministry of India.” By consolidating its efforts under the Ministry of the Skill Development and Entrepreneurship and increasing the budget of the National Skill Development Fund (NSDF) managed by the NSDC, the Government is pushing for the active participation of companies[6]. Engaging with the NSDC through public-private partnerships (PPPs), CSR programs and scaling up skilling operations is critical to the success of Skill India.

Why should companies get involved?

Align with government priorities

At this point, publicly funded initiatives are just not enough to create significant impact. Companies shape industry demands, set trends and therefore, have a greater understanding of what is needed in various sectors. Currently the Indian Government is only able to train 3.1 million of the 12.8 million entrants into the workforce each year and it is vital that companies step in to close the gap. Kalyan Chakravarthy, Executive Director at the PanIIT Alumni Reach for India Foundation (PARFI), reiterates the need for companies to get involved, “The government does not have the resources to train 40 crore people (500 million). India cannot afford this kind of budget, not unless it’s on a grant basis. Ultimately, (skilling) has to be market driven.”

As part of CSR

Luis Miranda, a Board Director at Samhita, sees the CSR mandate as a win-win opportunity for companies to invest in skilling without worrying about profitability, “because you are training people for your own business, if you’re doing good that’s great if not, you spend 2% and it goes against your CSR.”

Companies can design training programs that align to their business and use such programs to create a pool of skilled workers that could be potential future employees.

Many companies have expressed reluctance to spend money on training as this involves high costs and trainees often leave for higher salaries after training is complete causing companies to lose out on their investment. By including skilling under the CSR mandate, companies that were previously reluctant may be encouraged to contribute to the cause.

Increasing employability

Skill training programs also need to be linked to market demands so that trained individuals are seen as valuable assets and are employable. Establishing links with the private sector is a good way to do this. An evaluation of one of the programs run by Gram Tarang Employability Services, a social enterprise that trains people in underdeveloped regions of the country, showed that due to the extent of private sector links built into the initiative, 100% of the beneficiaries were placed at the end of the program. (The study was published by GSE research and Practical Action Publishing.) Programs that do not have such corporate connections as the Gram Tarang, may not necessarily be as impactful, as people might not see the opportunity for employment afterwards, so it becomes important for companies to step-in and provide those much-needed links.

How can companies engage in skill development?

Through Public-Private Partnerships (PPPs)

The National Skill Development Corporation (NSDC) is a not-for-profit company administered jointly by the Indian Government and the private sector. This unique public-private partnership (PPP) initiative aims to narrow the skills gap between demand and supply in India. It acts primarily as a funding organization that catalyses the creation of large, quality, for-profit vocational institutions. The NSDC acts a facilitator by providing capital for start-ups to set up skill development centres and training programs. It has also set up 38 Sector Skills Councils (SSCs) that connect the needs of industry with the training that is done on-the-ground and builds capacity in respective sectors.

Companies can work directly with or leverage the NSDC in a number of ways.

  • Fund the creation of quality vocational training institutes – this can also be done in partnership with social enterprises that have developed high-quality, low-cost business models
  • Assess the validity of programs run by accredited organizations, contribute to NSDC’s curriculum design and ensure that it is regularly updated
  • Work with the SSCs to ensure that training meets market needs and is updated accordingly
  • Work with NGOs or SEs that are affiliated with the NSDC (as part of their CSR)

Train students through apprenticeship programs

Germany’s highly successful “Vocational Education Training (VET)” apprenticeship model is a good example of how companies can train people to build industry capacity. Companies work with vocational centres to train students that enroll in various courses. This system incorporates a ‘dual-training’ approach which allows students to split their time equally between the classroom and workplace. Companies give students a minimum wage and can absorb them into the existing workforce once fully trained. Students benefit from the training and salary and companies eventually get skilled and qualified workers that meet their requirements. While the Government of India has established a bi-lateral working group with the German Government to promote this system and the Ministry for Skill Development and Entrepreneurship has made provisions for a similar model under the Apprentice Training Scheme (ATS), active participation and interest from companies will be needed to drive these initiatives forward.

Get involved at the policy level

Policy level reforms are also an avenue under which companies can contribute to Skill India. The government needs the presence of corporations on their boards to advise and help shape curriculum so they are aligned to market demands. Rajesh Kaimal, Business Head of Manipal City and Guilds, an education service provider that trains and certifies people across the country, believes that companies need to get involved at the governance level for effective impact. According to him, the formation of the Sector Skills Councils are a good move by the government but needs active participation from companies; “The idea is that the Sector Skills Councils should have a healthy representation from the industry itself – [appointments to the board] should not be political but representative of the industry body and have key players from industry. Otherwise what will happen is the certification will lose its relevance. [For example] If someone who has a certificate from a certain SSC and is hired to operate a crane, but he doesn’t know how to do this – tomorrow nobody will hire from that SSC.” The SSC needs to make an effort to attract industry participants to their governing boards and constantly revise their curriculum in consultation with companies to stay relevant and become a key resource for employers.

What are companies doing?

The Skill India Mission is an opportunity for companies to give some serious thought to how they can play an impactful role in bridging the skills gap in the country. Wide-scale impact cannot occur without the active involvement of the private sector. By leveraging the Skill India Mission and engaging with the government and implementation agencies, companies can work to provide much-needed training programs to the vast number of unskilled people, which will ultimately benefit industry and contribute to the growth and development of the country in the long-term.

About the contributors:

Praveen AggarwalChief Operating Officer, Swades Foundation, a foundation that focuses on creating livelihood opportunities for rural populations across India.

Kalyan ChakravarthyExecutive Director at the PanIIT Alumni Reach for India Foundation (PARFI), a not-for-profit registered society of IIT alumni committed to execute and scale self-sustainable business models that enhance incomes of the underprivileged sections leveraging PanIIT and other like minded networks.

Rajesh KaimalBusiness Head, Manipal City and Guilds, a joint venture between Manipal Education and City & Guilds, UK that trains and certifies people across the country.

Luis MirandaDirector at Samhita Social Ventures and Founder & ex-President, IDFC Private Equity

[1] (Planning Commission, XII Five Year Plan, Employment and Skill Development, pp 140-141)

[2] Ernst & Young, Knowledge paper on skill development in India

[3] (Planning Commission, XII Five Year Plan, Employment and Skill Development, pp 140-141)

[4]http://www.ey.com/Publication/vwLUAssets/FICCI_skill_report_2012_finalversion/$FILE/FICCI_skill_report_2012_finalversion_low_resolution.pdf

[5] http://www.theguardian.com/world/2015/jul/16/narendra-modi-unveils-bid-to-make-india-the-hr-capital-of-the-world

[6] http://www.livemint.com/Opinion/9zdTIPwwRT7VXd2Cv6Lu7L/Skill-India-How-we-can-spend-less-and-gain-more.html

Implementing sanitation Programme at RB

Implementing sanitation Programme at RB

1. What CSR programs do you currently focus on in sanitation and the Swachh Bharat mission? How does this align with Reckitt Benckiser’s broader sustainability approach?

We have a broad responsibility towards Banega Swachh India (BSI). [RB’s ambitious program to address the sanitation and hygiene crisis in India] We work under 4 pillars. The first pillar is behaviour change communication, the second is mass reach, the third pillar is product access and fourth is infrastructure creation and maintenance. We give maximum weight to work around behaviour change communication because we find without BCC infrastructure created will remain only structures that will never be used. So our work is focused around the determinants of behaviour change. We are trying to understand through our work and processes why behaviours are such and what triggers non-behaviours into behaviours.“We give maximum weight to work around behaviour change communication because we find that without BCC infrastructure created…will never be used”

 2. Can you tell us about some activities that you have conducted in the area of behaviour change communication?

Under Banega Swachh India (BSI) we are developing school modules for very young children at the foundation stage which include early-learning goals like personal social and emotional development, knowledge and understanding, physical development. Typically what happens is that some hand washing programs are conducted for a session or two. They aren’t regular sessions, just awareness programs. We are trying introduce a program where there will be modules in place for school children, student work books, activity based learning kits and a school curriculum for the teachers amongst other things, so that there is a regularity in the messages that are disseminated.  We don’t only work on one aspect which is only hygiene or hand washing. We have elaborate modules that range from personal hygiene to hygiene at home, hygiene at school, hygiene during illness, hygiene in neighbourhoods etc. We are making strides at various levels and building a curriculum to implement good hygiene. In the coming months we will roll out a program with some very worthy partners that have been working with us since the launch of our BSI campaign, which is the Banega Swachh India campaign.

 Do you work with other communities as well?

We are starting with schools, but yes we do intend to work with natural leaders and community based leaders. We are also thinking about using a platform to create an enabling environment for the Banega Swachh India campaign to leads us towards the goal of the Swachh Bharat mission. We are currently in dialogue with certain organizations about this.

 3. Do you think that organizations are interpreting the Swachh Bharat campaign to mean “build toilets?” There are other aspects of WASH that are not receiving as much attention, why do you think this is so?

I feel that there are various partners so if someone is constructing toilets, it’s a very big part of the mission. To invest in creation of the infrastructure, a lot of capital is involved. But yes, we should leverage resources that everyone has – corporates, private foundations, international organisations, all have resources and it’s important to leverage these to shape the market.  One part is construction of toilets which is very important, but along with that, companies can come up with various things. Companies have brands and conduct campaigns and so we have experience in this area. We can do something to motivate people like bringing like-minded people together so that everyone contributes. It should not be a standalone thing – there needs to be a spirit of partnership on mutually agreed principles so that people work together and achieve the goal of making India open-defecation free.

4. What are the main issues that you think need intervention in sanitation and how does RB approach these issues?

What’s important here is to work as a consortium rather than alone, because organizations have different skill sets and different strengths, so if everyone comes together there’s a good chance things will happen. To take the example of Samhita and how you bring in multiple stakeholders for an issue – if we do that then we will know what TCS is doing, how someone else is contributing etc.  No organization or company can do this alone, we need to fit in with the overall vision of Swachh Bharat. We are currently exploring the best ways to do this.

5. At the Chicago Booth event, you mentioned an innovative approach that RB is implementing, can you tell us a little bit more about that?

Our work is of 2 kinds. One is hardcore execution on the field through intervention partners. We work on bringing partners together and we also bring some global people together so that the best can be achieved. Our second approach is working on something which is more on the policy level. Here we’re looking at how all this work can be integrated into the larger framework of sanitation.

6. What do see as the major obstacles or challenges to having a Swachh Bharat? What challenges has RB faced?

Let’s call it learnings, not challenges. We see opportunities for where we can do better, not just the challenges. I think we need to have more partnerships and more aligned thinking. It’s very important to have design thinking. We are continuously working on that – improving our design thinking.

7. What do you see as the key development issues in India? What is the role that companies can play?

You see, health, hygiene, sanitation they all go hand in hand. There are various things that need our urgent attention.  You must know that India has committed to the MDGs. The MDGs talk about the latest figures for under 5 mortality and morbidity arising out of diarrhoea. That’s one of the things which is very important. A lot of theories state that this is an unexplored space where companies can come forward to contribute. There are only a few foundations working in this area.

I also see that very simple things like hand-washing can reduce diarrhoea and pneumonia mortality and morbidity rates using very simple tools.

There are 3 aspects on which define your CSR strategy – one is the company’s mission the other is sustainability goal of the company and the third is seeing if there is a match between the two. I would also like to say that without partnerships no one can achieve anything. This is the time to work together to achieve Swatch Bharat Mission and make India Open Defecation Free.

The need for sustainable sanitation solutions

The need for sustainable sanitation solutions

The Prime Minister’s call for a Swachh Bharat Abhiyan in 2014 has reactivated the demand to provide better health and hygiene to communities. The mission became one of the first big priorities of CSR, after the law came into force, with several companies, foundations and individuals pledging their support to the cause of sanitation. While providing infrastructure and other resources is critical, it is also equally important to practice a holistic approach to implementing such programs.

 Sanitation, or WASH (Water, Sanitation and Hygiene) issues are divided into two broad categories of supply and demand. Supply side issues include building toilets, drainage systems and the availability of water and electricity. Issues that affect demand are to do with caste, location, environment, security, social prejudices, religious beliefs etc.

The government continues to restrict support to supply issues without adequately addressing demand barriers. It has capped the spending on Information, Education and Communication (IEC), to 15% of the budget signalling that it is secondary to creating infrastructure.

India is suffering from a serious sanitation crisis: we have the largest number of people practising open-defecation in the world. The situation is so bad that open defecation is more common in India than in poorer countries like Bangladesh, Pakistan, Kenya and Rwanda. To achieve the primary objective of Swachh Bharat and end open-defecation in India, it is critical that both aspects of WASH are addressed. In this context, it would be helpful to understand some of the ground level challenges, gaps and the scope for companies to provide sustainable and scalable support to the sanitation ecosystem.

Construction: The need for well-built toilets

Most companies have pledged to build toilets, which is desperately needed to combat the practice of open-defecation. India needs sanitation infrastructure for the more than 600 million people who do not have access to a toilet.

Construction is a cost-intensive activity and yet could be a half-baked solution if issues related to availability of water, electricity, land, manpower and appropriate toilet designs are not addressed upfront.

Companies need to rise to this challenge and focus on building good quality toilets. The one-size-fits-all approach cannot work because of vast differences between urban and rural spaces and variances in community practices and beliefs across geographies. Badly constructed toilets will also further discourage use.

What is needed is a concerted effort to build toilets that people will be encouraged to use, that keep in mind specific community needs, and also ear-mark resources for maintenance. There is also scope for funders to look at the renovation of existing toilets that have fallen into disrepair, reducing the need for cost-intensive construction projects.

To successfully tackle the problem of open-defecation we need to approach the issue holistically and encourage behaviour change rather than measuring our success by the number of toilets being built.

Critical WASH components that need support: maintenance, waste management and capacity building

A critical factor that is failing to receive adequate operational support is the maintenance of toilets. Hundreds of toilets lie unused due to the lack of proper maintenance systems – the total maintenance allocation for schools under the Sarv Shiksha Abhiyan (SSA), including cleanliness, consumables, and small repairs is a paltry Rs. 5000 a year. Providing a reasonable percentage of the budget to ensure proper maintenance – at least for some period of time after installation – can be a critical input for WASH programs.

Attention also needs to be paid to supplementary components like waste management, drainage systems, waste-water treatment, fecal sludge management and capacity building.

Companies also fail to strategize their exit from communities. Very few CSR efforts have exit plans that build in takeover by the community, which is essential to ensure longer-term sustainability of the initiative and durability of the intended outcomes. Another way of ensuring the sustainability of programs is through collaborative interventions, which provide a wider donor base for communities to draw upon. It is necessary for companies to support the sanitation ecosystem in a way that programs can be sustained after their exit.

Changing behaviour

Behaviour change communication is critical to ensure the usage of toilets. Messages need to be professionally developed and context-specific to account for the widely different reasons for open-defecation in urban and rural spaces. For example, rural areas are governed by socio-cultural practices, whereas the issue in urban areas is related to space, time and maintenance.

For FMCG companies, behaviour change campaigns also present an opportunity to strategically address the imperatives around WASH through cause-marketing campaigns, rather than be seen as pure CSR initiatives.

The need for sustainable solutions

The CSR mandate has motivated companies to participate in the Swachh Bharat campaign but in order to meet the goals of the campaign, CSR efforts need to be channelled towards interventions that are sustainable in the long-term.

Samhita strongly believes that in order to effectively address the problem of open-defecation companies need to fund end-to-end solutions that support the sanitation ecosystem. Programs should include the construction and maintenance of toilets, behavioral change communication, monitoring impact and sustainability. The program life-cycle should be designed such that all aspects of WASH are adequately covered.

We are not, however, suggesting that companies take on the entire responsibility at an individual level; companies could pool funds or create/join coalitions with other key stakeholders like Foundations, research bodies, social organizations to support specific interventions and drive collective impact.

2019 may be the year when India has a 100 million more toilets but unless the government, companies and other key stakeholders adopt a more holistic approach to sanitation, those toilets will lie abandoned and unused while people use the fields they find so pleasureable and convenient.

– Mr. Vaidyanathan Krishnamurthy

Development through community participation

Development through community participation

As part of its CSR services, Samhita Social Ventures undertakes community needs assessment for companies to align the expectations and intentions of the company with priorities identified by the community that it seeks to benefit as a key stakeholder. This is accomplished by conducting door-to-door surveys, interviews with key informants in the village (such as sarpanch, asha worker, aanganwadi workers) and focused group discussions with the residents.

Through our intense and in-depth interaction with communities across the country, we have realized that community participation and acceptance are critical in ensuring the success of CSR programs. While the theoretical discourse on development has always acknowledged the importance of participatory approach (you may have heard of Robert Chambers and Paulo Freier), this takes on a pragmatic connotation for companies beginning to think about CSR in India.

Our work has shown that the aim should be to address social implications of corporate activities by securing community participation in decision-making and consideration of local knowledge and the environment. The community should drive and own these initiatives. Any tendency to superimpose or force CSR or other development initiatives top-down on communities could be disastrous.

So for example, during one such assessment in two clusters of Vadodara District, Gujarat it was observed that 87% people defecate openly every day. While reducing open defecation is a national and international priority, it was most interesting to note that communities in one cluster did not perceive it to be an issue. The assessment found that these communities defecated in the open not only because of the unavailability of toilets but due to low awareness of the potential health hazards, internalized behavior, accustomed practice, perception of high costs of maintaining and constructing toilets, caste based differences in terms of maintenance and cleaning, etc. It was seen that these communities appeared resistant to using toilets because of all these reasons. In this context, CSR initiatives of companies to set-up toilets for such communities to eliminate open defecation, disregarding the voices of the community, would be futile and bound to fail. The company would have, in effect, spent its funds putting up concrete structures with its branding – not used by anyone and soon falling into a state of disrepair and neglect. In fact, this is a very common sight in many villages dotted across India. One of the ways to then incorporate the community’s views and mitigate the risk of failure would be to start a behavior change communication or campaign on a long term and sustained basis. Another example flows from the needs assessment conducted in northern India. The study revealed rampant usage of traditional fuel for cooking. About 83% of people relied on cow-dung and wood as the means of cooking.  It was obvious to our eyes that this was leading to many respiratory problems among women and also causing indoor pollution. Surprisingly, the women did not seem to be too bothered. When we suggested using smokeless chullahs or stoves, most of them thought it to be flippant. Conversations with these women revealed that they preferred these smoke generating stoves because they believed that it kept the house warm, drove away insects etc. They said that they were accustomed to cooking in this way.  It is anyone’s guess as to what the results of a CSR initiative distributing free smokeless stoves to a community like this would be. Promoting smokeless chulhas in such households becomes challenging unless their beliefs are changed.

A similar reaction was observed in another needs assessment study when a group of women said they did not want personal taps and that they preferred community pumps as it was the only activity that gave them a chance to come out of their houses and socialize with other women.

In conclusion, we opine that CSR initiatives by companies or social developmental activities by NGOs should be planned in a participatory manner, in consultation with the community, literally sitting with them, and gauging their basic needs. We must take recourse to “participatory rural appraisal” and other mapping tools to identify the community needs. This, in turn, results in greater outreach and smoother implementation. And thus, a project is born.

Reckitt Benckiser | How to leverage core competencies to create impact

Reckitt Benckiser | How to leverage core competencies to create impact

Urbanisation and climate change have led to an increase in the need for improved water, sanitation, and hygiene (WASH).  While companies across India try to address the critical gaps in WASH through their CSR, RB decided to take a shared value approach and unlock advantages for both business and society. 

The Reckitt Benckiser Story

Children spend a significant portion of their day at school where WASH services (including access to drinking water, sanitation and hygiene) can impact student learning, health and dignity particularly for girls. Most water and sanitation related diseases can only be prevented by improving a number of hygiene infrastructure and behaviours.

With a view to harness the potential of India’s next generation to become sanitation change leaders, RB and Samhita designed an intervention which recognizes the role of children as key drivers of change and arms them with the right tools to drive change as well as collaborated with the government to scale the impact.

How did we impact 1 lakh students

Samhita designed a program with a focus on driving behavior change through community ownership and advocacy at the level of government and the school administration, in addition to imparting education on hygiene practices among children. Our approach to multiply the impact was two fold:

This project has adopted the proven route of community engagement to reach thousands of lives. The Behavioural Change Communication (BCC) plan covers not only hand washing but also the importance of personal and environmental hygiene practices. Wall paintings, celebration of important international and national events related to WASH were observed in large scale in the states. In addition, students and teachers engaged several community leaders and school management committees in their locations to spread awareness on best practices in the communities.

Geographies

Impact

Uttarakhand Bio-toilet initiative

Uttarakhand Bio-toilet initiative

At a time when the entire country is raging over the oh-so-popular debate of toilets over temples, Outlook India (an English weekly news magazine), declared sanitation as India’s No. 2 problem (in more ways than one) (You can refer to the article here). 64% of Indians still do it in the open which is a global record in itself. In the background of such a situation, the CSR initiative of a major Indian logistics company in partnership with Samhita is one step towards solving one of the oldest and large-scale problems of India.

To address this problem in a sustained manner, the company adopted sanitation as one of the top causes as part of its CSR policy. In pursuance of its CSR policy, it gave a go ahead to set-up environment friendly bio-toilets in and around its areas of operations to eliminate open defecation practice. These bio-toilets differ from the conventional toilets as all of the human waste is processed and converted into harmless water thus promoting environmental sustainability.

Just as it was approving the budget to go ahead with the installation of bio toilets at their Mumbai Port facilities, unfortunately, in Uttarakhand, thousands of people were killed/displaced due to devastating floods and landslides in the region. Being a socially responsible business that it is, the company decided to prioritize helping flood victims and encouraged employees to come forward and commit one day’s salary, which the company will match.

The company decided to undertake a more structured and holistic approach in order to ensure that the collected money is brought to an effective use and delivers the much-needed impact in the affected communities. So, in partnership with Samhita, a needs assessment was conducted in the flood affected villages to identify the imminent problems. It was identified that the villagers in the flood affected regions were left with very little sanitation facility due to floods; most of them going out in open spaces to defecate. Thus, there loomed a big danger of an epidemic breakout in the region. Community being an integral part of their operations, the company wanted to go beyond donations and overtake the execution of the relief project till the final stage until the affected people are not forced anymore to indulge in open defecation practice.

A local NGO Yusuf Meherally Centre (YMC) was identified for looking after the installation and maintenance of these toilets in the long run. The work began with Samhita and YMC teams getting together and conducting days of groundwork which included surveys and some social engineering to ensure only the needy and those who are severely affected by the disaster are selected as beneficiaries for toilets. Moreover, to make best use of capacity of bio-toilets, the beneficiaries were grouped together to use common toilets. This also ensured a sense of responsibility amongst the people to first build the toilets, and then use and maintain them collectively.

Impact

–  An amount equal to Rs. 7,22,760 was raised through the matching scheme with the employees

–  18 toilets would be built, spread out over six flood affected villages namely Dugadda, Shirwa, Durgapul, Bhumia ki Chaloti, Thatyur and Thapla. 15 were built for households and 3 were built for schools

–  More than 200 villagers and 325 children have been benefitted by getting access to toilets

–  Construction of toilets have provided a livelihood opportunity to around 45 villagers who worked as daily labourers

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Role of Samhita

–  Identified sanitation as the major problem in alignment with the mandate of the corporate from a ground-level needs assessment in the villages of Uttarakhand

–  Recognized the right kind of social enterprise with its area of operation in and around Uttarakhand and as sanitation as the focus area. After a series of personal calls, market research and due diligence process, StoneIndia was identified as the partner social enterprise.

–  Carried out a door-to-door research and identified potential locations for setting up of bio-toilets where sanitation facilities were largely deficient. Feasibility studies and access issues were also carried out at this stage.

–  Helped in the setting up of bio toilets and supervised the working and functioning of bio-toilets. The NGO Yusuf Meherally Centre was identified and handed over the responsibility of installation and maintenance of these toilets in the long-run

–  Provided villages with a reporting and impact assessment framework to record the progress and sustainability of the project.

The leading logistics company has assured their commitment towards community development work in the long run and promised to stay closely associated with the local people to ensure sustainability of these efforts. The seriousness and commitment shown by the higher management ensured the project execution in a very small duration and brought a huge difference to the life of flood affected communities.