rural report charu gauravp akshya

8/7/2019 Rural Report Charu GauravP Akshya

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RURAL RESEARCH REPORT

Submitted by:

Charu Chopra 2009-015-A

Gaurav Puri 2009-074-B

Akshaya Karanth 2009-062-B


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Type of crops grown in the area.............................................................................22

Healthcare facility...................................................................................................22

Educational INSTITUTIONS......................................................................................23

Primary school under the sarv shiksha abhiyaan................................................24

NEHRA- EDUCATION UNICEF ..............................................................................26

Aanganwari.........................................................................................................28

Girl Education......................................................................................................31

Village Economics...................................................................................................32

Post Office...........................................................................................................34

SOCIAL STRUCTURE...................................................................................................36

Gender Roles..........................................................................................................36

Role of women........................................................................................................36

Marriages................................................................................................................37

Deities....................................................................................................................38

Food Habits.............................................................................................................38

VILLAGE CULTURE......................................................................................................38

Gods and Goddesses..............................................................................................38

Festivals.................................................................................................................39

Temples..................................................................................................................39

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Rituals..................................................................................................................40

Birth and death.......................................................................................................40

MEDIA CONSUMPTION................................................................................................41

Media penetration in the village ............................................................................41

Newspaper .........................................................................................................41

Radio...................................................................................................................41

Television ...........................................................................................................41

Cable TV / Satellite channel ...............................................................................41

Media behaviour (reading/listening/viewing)..........................................................43

Consumption of information................................................................................43

BRAND CONSUMPTION...............................................................................................44

Durables .............................................................................................................44

FMCGs................................................................................................................44

Demand Creation Activities....................................................................................50

Packaging............................................................................................................51

Distribution:........................................................................................................52

Communication...................................................................................................52

COMMUNICATION NEEDS ASSESSMENT.....................................................................53

What is the problem...............................................................................................53

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Why is the problem.................................................................................................53

How many in the village have been affected by the problem................................53

Attitude of the rest of the population about the problem.......................................53

How do the affected population presently tackle the problem ..............................53

Which are media in use for feeding information in the concerned area..................53

...................................................................................................................................55

COMMUNICATION STRATEGY ....................................................................................56

Mission....................................................................................................................56

Plan of Action:.........................................................................................................57

Pilot Projects......................................................................................................57

Incubation Plan....................................................................................................57

Industry...............................................................................................................57

Recommended startups..........................................................................................57

1. Easy finance flow............................................................................................57

2. Proper orientation of Education.......................................................................57

3. Healthcare.......................................................................................................58

Model 1...................................................................................................................58

MODEL 2.................................................................................................................59

4. Vocational Training........................................................................................59

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ADVANTAGES:........................................................................................................60

Picturing the way forward.......................................................................................60

DISADVANTAGES:...................................................................................................61

Annexures..................................................................................................................62

Guidelines for discussion........................................................................................62

Questionnaire for brand consumption....................................................................64

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VILLAGE PROFILE

NEHRA, situated in a hilly tract receives heavy rainfall and moderate snowfall. The

soil here is very moist and extremely suitable for vegetable cultivation. Only a fewthorny trees can be seen in the otherwise barren surroundings. There is scarcity of

drinking water for about 4 months in a year. Drinking water is fetched by women

from a well situated at a distance of about 1 km. Each woman makes at least three

trips to the well daily and brings three vessels (handas) full of water in each trip. For

the use of domestic animals and for growing small vegetable patches, menfolk bring

non-potable water from a nearby source. Both boys and girls participate in fetching

water. This is not viewed as child labour. It is normal participation of children in

family activities. This village, which has 96 households

The district is situated in the bosom of the Himalayas. It is bounded in the north west

by the state of Jammu & Kashmir, on the north east and east by Barabhangal area of

Kangra district of H.P. and on the south east and south by the districts of Gurdaspur

(Punjab) and Kangra (Himachal). The district is wholly mountainous.

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The district has a total area of 6528 sq. km. i.e. 11.72% of the State area, and houses460499 people i.e. more than 8% of the total population of the State. The sex ratio is961:1000 (census 2001) which is quite good as compared to other districts. In thedistrict there are seven Development blocks, six Tehsils, three sub-Tehsils and fiveSub- Divisions. The major sources of income of the area are agriculture, animal

husbandry and labour work. The agriculture is totally rain-dependent whereas thelivestock also cannot fulfil its requirement. Therefore the people have to go for labourwork, which is also not easily available in the area. The people of the area migrate toPangi, Lahaul Spiti, Bharmour, Nehra and Pathankot in search of labour work. Theseason of migration is June-September and during this season women and childrenare left at home to take care of agriculture and livestock.

DEMOGRAPHIC COMPOSITION

Local Family(speaking local language) 87

Family from outside 9

Total population of village 897 adults + 59

children

Men 379

Women 456

Children 62 (36 girls +23

boys)

DOMINANT COMMUNITY

Pahari is the community that stays in the remote areas of different parts of the State.In Nehra there is a large number of Muslim Paharis. These Paharis had come to thisplace during eleventh century.

The main occupation of this tribe is cattle rearing. Due to lack of enough grass inkishtawar area (J & K) they went out in search of grasslands for their cattle. As Nehrais next to the Kishtawar and takes about three to four days on foot to reach the highhills of Nehra, here they found sufficient quantity of grass. After some time theysettled in the interiors of Nehra. These Paharis of Nehra mostly rear buffaloes and

their main source (of income) is milk selling.

There are mainly three scheduled tribes named Pangwala, Gaddi and Pahari indistrict Nehra. The Gaddi and Pangwala are Hindus and are engaged in agricultural aswell as animal (sheep and goats) rearing activities whereas Paharis (Muslims) rearbuffaloes and move up and down between mountains and plains according toseasons. The first two are economically and socially well-off than the Paharis. Most ofthem are settled and availing facilities like education, health, water, etc. But thePaharis live a nomadic life and remain mostly uncovered by the welfare/developmentschemes of the Government.

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As the Paharis stay in the remote areas or forest throughout the year, they cant availmany of the facilities provided by the Government. As a result, they lag behind in allthe spheres of development. The Paharis who, once upon a time, were known fortheir strong and tall physique now own a weak and ailing body. The facilities likehealth, education, transport, communication, etc. are just tales for them which they

can only dream of. These people stay in the hills for the sake of their cattle that theyrear. As in the hills they get good amounts of grass on which the survival of theircattle as well as their own self depends, they cannot get out of it as they do not haveany other livelihood options.

Health and hygiene condition of the Paharis is very miserable. Most of the peoplestay in one room house with their cattle. Though the logic is that this keeps themwarm during winter, we see that this is because of poverty and lack of awarenessonly. This has an adverse effect on their health.

There has been a slight change in the life of Paharis with the passage of time. Thechildren who were earlier restricted at home to help parents are now sent to school.People are raising voice against evils like child marriage, large family size,

superstitions, etc. The occupation is also losing its grip as many among the youth donot see a better future in nomadic life as well as in cattle rearing. Labour work is thesecond main occupation of the community and some of the people are going forbusiness and jobs, too.

While working in the area it was found that Paharis are living an isolated life. Firstly,they have their villages at a long distance from the other villages; secondly, theyhardly travel out of their villages unless it is strongly needed. Whole family remainsengaged in their occupation and may hardly think of the outer world. Pahari womenand children have many health problems but hardly contacted a qualified doctor.They usually buy medicine from the general shopkeeper.

GOVERNANCE

Nehra village comes under Kondkewadi Gram Panchayat (Village Council). From

Nehra village there is no formal official representative in the Village Council functions

because of its traditional belief that the elders are the best advisors and decision

makers as they are experienced than others. Nehra has always had an informally

elected Council of five most elders to take important decisions for the whole village.

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As we are aware of the fact that new Panchayat Legislation has been passed by

parliament but the community refuses to accept it. They continue to follow their

ancient tradition of Non Governmental Panchayat. All the families in the village are

committed to the custom of consensus in local government.

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POLITICAL STATUS

The political scenario is in no way different from that of the socio-economic status; infact, it is worse than that. They have been used by the political parties for votes only,and forgotten after the election is over. The Paharis have many other complaints, too

but there is no one to listen and solve their problems. It looks that they are helplessand express their anguish in this manner:

Garibon ki koi nahin sunata; sub paise walon ko hi dekhte hain

aur unke liye hi kam karte hain!

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(No one listens to the poor, everyone looks to and works for the benefit of the richand the landlords.) The Government has made many announcements anddeclarations in favour of Paharis from time to time, but they hardly reached to theimplementation stage except a few.

PARTICIPATION IN PRIS

48 households attended the last three Gramsabhas, which shows their interest.Representation of Paharis in Panchayat Body is restricted up to reservation only andmost of the seats reserved for STs are also occupied by the Gaddi (shepherd) whichis another tribe. Paharis hardly put their candidature for an open seat and 5% of thehouseholds speak of fighting election for getting representation in Panchayats and

69% of them have been elected. The seats they fought for were reserved for ST.

Paharis are also not satisfied with the functioning of the Panchayats except a few.The reason is that they are not getting anything from the Panchayats and theinstitution is functioning only under the pressure of the rich and influential people.

ACCESS TO GOVERNMENT SCHEMES

Due to nomadic culture and having their habitations at the village periphery at longdistances, they remain cut off from different Government Schemes. The facilitiesthey do avail of are as below:

Basic needs like water, electricity, school, healthcare, etc. are not easilyaccessible for them.

facility of school within their village,

Aanganwaris,

healthcare facility,

electricity

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safe drinking water.

Road,

Fair Price Shop,

Post Office,

Panchayat Ghar (office),

MM/YM/SHGs are some of the facilities they have to struggle for. More than half of the

total households fetch water from Nullah/Khad, Bawri, etc. this is not safe for

drinking. Many of the people get different ailments due to the use of unsafe water.

Less than half of the total population enjoys the facility of electricity, which is

perhaps one of the basic needs for everyone. SHGs are formed everywhere; more

than six people come together and get organized into a group. But the Paharis have

been left out of the schemes and only 3-4 households say that they are members of

any village based groups.

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VILLAGE RESOURCES

The distance from the nearest town is 47 km. The village is connected to the town via

a kuccha road.

ECONOMIC STATUS, ANNUAL INCOME

Economic condition of the Paharis is not good. Close to 2/3rd of the families havetheir annual income even less than Rs. 20,000/-. Average family income and percapita income is Rs. 22535/- and Rs. 3352/- respectively.

OCCUPATION

The main occupation of the Pahari community is animal husbandry whereas some ofthe families have taken up some other occupations or are planning to shift to someother occupation. But still the main occupation of 244/257 i.e. 95% families of thecommunity is animal rearing and 88% of the livestock is buffalo. Out of the annualincome from milk and milk products selling, a half is spent back on animal rearing.Buffaloes and cows are kept for milk purpose, goats for meat and others, mainlyhorses, for transportation.

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Farming is the next most popular occupation. Earlier only males in the family wereinvolved in tiling the land but now the pattern has changed considerably. While themen go to the town for work, the women till the lands and she is helped by thechildren of the school after school hours.

There is 1 family which is into carpenting, one rich family has leased their house tothe rural tourism scheme (that is where we stayed) and a lot of families deal insecondary products from agriculture like dried beans, datun, dried chillies, driedturmeric etc.

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Sericulture is also a prevelant occupation in this village. However it is not a mainstream job. In whichever house a bee makes a hive, the owner marks that area andlater collects the honey when it is due. This honey is mainly used for ownconsumption and only in few cases is the surplous traded in the market.

SOURCE OF INCOME

The main source of income is milk and milk produce; income is also generated fromselling goats/sheep but that is very little. Most of the income of Paharis comes fromanimal husbandry and the second major source is labour which generates rest of thetotal income.

LAND HOLDING

85% of the households have less than five bighas of land. About 7% of the totalhouseholds are landless and 3% are having less than a bigha of land in hilly terrain

for a family of 7 members, which is too little as half of the land is uncultivable. Thecultivated land is also not so fertile as to produce sufficient food grains and feed 7-8members of the family. This creates a feeling of food insecurity among the peopleand they rush in search of alternative livelihood options, and daily wages is the onlyoption easily available.

LIVING CONDITIONS

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The living conditions of Paharis are not healthy and hygienic. Most of the populationlives in Kachcha Kotha along with their cattle, which is generally a single room housemade of mud and thatch.

83 families live in Kachcha Kotha,

12 have multi-room cemented houses and

1 family is houseless.

14 households have a separate kitchen

35 have a cattle shed.

Toilet is not constructed and only 35 households have a toilet whereas therest of the households do not have it.

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THINGS AT HOME

The things they own also give a clear picture of their economic status. In this ageknown for revolution in IT and electronics field, Paharis are in the race ofdevelopment.

All households keep radio

All but 12 households have a TV

93 have a cot

96 have a chair,

All but one house has LPG,

Telecom penetration is more than 100%

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TRANSPORTATION

Most has acquired some vehicles for transport. This has increased mobility and, in

the winter season, casual labourers hire them to go elsewhere to seek employment.

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Three jeeps,

four trucks( on hire),

17 motorbikes,

22 bicycles,

2 cars

Some bullock-carts

Vehicles are driven by men and occasionally by boys also. But women and girls do

not drive. However, some girls ride bicycles.

BUS STATION/STOP IN THE VILLAGE

The village is situated at the hilly tract and no proper government transport system is

available. The market place is 4 kms away from the village. Also most of the people

have to travel for daily employment and in the winter season, a casual labourer hires

the local villagers to go elsewhere to seek employment. The villagers rely on their

own vehicles for any kind of transportation. There is 1 car which belongs to the

richest person in the village. He owns an apple farm and he has plenty of land in the

nearby by areas.

The nearest bus-stop is 4 kms and villagers (specially students of senior school and

colleges) walk that distance everyday to be able to go to town.

They feel that the level of education and prosperity of the village has increased ever

since the bus-stop was built two years back, before which they had to walk 13 kms to

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koti, the nearest town. Supplies and visits of government officials have also increased

after the bus-stop was built.

One bus comes in the morning at around 8 A.M. and one bus comes in the evening at

around 5 P.M. these buses apart from ferrying villagers also ferry milk and dairy

produce of the day, crops to be traded in the mandi and supplies from aanganwadi

centres and other government agencies.

MAIN OCCUPATIONS OF THE VILLAGERS DIFFERENT LEVELS

The main occupation of the villagers is Farming. They produce different types of fruits

and vegetables depending upon the season. Apple farming is done most of them.

They earn reasonably well during apple season which makes them survive for a year

long. In between they keep growing regular vegetables and makes money out of it.

Few educated people go to Koti (nearby district) for teaching, business etc.

TYPE OF CROPS GROWN IN THE AREA

The major crops grown in this Zone are Wheat, Maize, Paddy, Gram,

Sugarcane, Mustard, Potato, Vegetables etc.

The vegetables grown are cauliflower, beans, tomato and potato

HEALTHCARE FACILITY

Paharis who were once known for their strong and attractive physique are nowsuffering from many ailments. Diseases like skin problems and asthma are infiltratingwhereas especially among women, apart from the above two, anaemia, leucorrhoea,

syphilis, and in children, diarrhea, coryza, fever, etc. are largely found. The figures ofthe village health centre show that 47% women are anaemic, 30% have leg pain,40% have backache and 3% have cough. Among children fever, cough and cold arethe major health problems and this may be due to the moving patter of life andclimatic changes.

Smoking is highly prevalent and the healthcare data reveals that 55% households aresmokers and 5% others chew tobacco. It is also found that among the smokers, 11%have asthma, 7% have cough and 2% have TB.

Despite the poor services and non-availability of medicines and even of the staff,Paharis prefer visiting the Government health institutions. Villagers say that thetreatment normally starts with local practices at home but if needed, we prefer to

visit the Government hospital only. The local practices include home-based treatmentwith locally available medicines/herbs and sorcery.

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EDUCATIONAL INSTITUTIONS

The village has three forms of education programmes running:

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PRIMARY SCHOOL UNDER THE SARV SHIKSHA ABHIYAAN

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NEHRA- EDUCATION UNICEF

The culture-specific facets of the UNICEF project for this village and all the

neighboring are:

curriculum, which emphasises

i. free scope to recite folk tales, sing traditional songs, and hold

conversations about daily experiences,

ii. language and mathematics, beginning with local language and ways of

calculation, leading to progressive assimilation of expected levels of learning

of standard language and mathematics,

iii. understanding of nature through exploration, analytical discussion, and

reasoned argument,

iv. developing aesthetic sensitivity through observation, appreciation and

use of colour, shape, sound, rhythm, with a view to fashioning of plastic and

graphic art works in an untutored manner related to the learners naturalsurroundings,

v. health and hygiene in daily life,

vi. physical and mental relaxation through simple yogasanas, and

vii. explorations, with the help of the family and community elders, in local

history and geography for discovering their relevance to local conditions and

to the needs of local development;

class-climate for collaborative learning through verbal and non-verbal

communication by means of

i. a circular, face-to-face seating arrangement in which the instructor too

is included,

ii. shared learning materials which reflect the cultural ethos of non-acquisitiveness and un-selfishness,

iii. songs and skits based on the communitys environmental and cultural

contexts,

iv. learning to make speeches on local subjects, and

v. group work for participatory peer-group learning along with

regeneration of the individualised but non-competitive, stress-free pedagogy

of pre-British indigenous character

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The teachers in UNICEF are selected by the community from among community

members. They are non-professionals who are willing to be trained as instructors

since they wish to educate children and thus to serve the community. They are

accountable to the community, and to themselves, for their performance as

instructors and for proving to be like elder brothers or sisters of the young learnerswho need affectionate guidance. The project has ensured that every Gram Panchayat

(Village Council) sets up a Village Education Committee for looking after this culture-

friendly learning system and ensuring its community orientation. As to the testing of

the pupils achievements in various skills, the communities are invited to participate

in the process. Pupils from several learning centres (which the children call Apla Varg

; Our Class) gather together at a central village within a walking distance of 2 or 3

kms, once in 5 months to participate in a Bal-Jatra : a Childrens Fair. In this air they

sing, play sports and games, present skits, tell stories, and also engage in the game

of taking language and mathematics tests in the presence of community members.

There are no passes or failures because the tests indicate to each child the next step

of learning. A meal provided by the host village is shared by the instructors and

pupils. Graded tests of language, numbers, and general information are supplied to

groups of five or four pupils at a time, and they test themselves in public view. Thus,

the project demystifies examinations and removes the confidentiality of

performance. The fair provides a relaxed atmosphere and prevents examination

stress.

Girls predominate in this project. They are generally drawn from the non-enrolled or

dropout groups between the ages of 9 and 14. They show exceptionally good

achievement in curricular studies, social skills, and understanding of the

environment. They enjoy reasoning exercises, including simple experiments in

science. The UNICEF project has broadly followed the principle of attending to the

cultural parameters of rural primary education, especially in the case of the non-enrolled and dropout children. But the Institute is of the view that further

investigations into the cultural contexts of education for rural and tribal children are

essential in order to seek new paths for co-ordinating certain facets of community

culture with the process of education, especially at the pre-school and primary levels,

so as to bring the home and the school closer together.

AANGANWARI

The Anganwadi program is an Integrated Child Development Service.It seeks toprovide a package of integrated services focused on children under six.The mainservices are as follows:

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Nutrition: Under this service a hot meal cooked at the Anganwadi, based on a mix ofpulses, cereals, oil, vegetable, sugar, iodised salt, etc. Sometimes take-homerations (THR) are provided for children under the age of three years. Children underthree are weighed regularly to keep a check on their health and nutrition status.Women aged 15-45 years are supposed to receive counselling sessions and

demonstrations on infant feeding, family planning, sanitation, utilization of healthservices, etc.

Health: This cover immunizing children under six against polio, DPT (diphtheria,

pertussis, tetanus), measles, and tuberculosis, while pregnant women are immunizedagainst tetanus. A range of health services are supposed to be provided includinghealth checkups of children under six, ante-natal care of expectant mothers, post-natal care of nursing mothers, recording of weight, management of undernutrition,and treatment of minor ailments. Children with severe cases of medical problems arereferred by the Anganwadi worker to the medical officers of the Primary HealthCentres (PHCs).

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Pre-School Education: Anganwadi is supposed to provide a learning environment

to children aged 3-6 years, and early care and stimulation for children under the ageof three, preparing them for primary schooling.

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People don't understand that Aanganwadi is for them. People

think that the ladies have become preachers. There was an

initial resistance to the concept but now we know that it's for thegood. Even the males are shifting from the dai to doctors.

People have started sending kids to school, even if it is only to

eat.

Sunita Kasera, A mother of three children, had been a beneficiary of the Anganwadiprogram during her pregnancy. But, in past few years she has witnessed a gradualdecline in the service. So now few women from her community visit the anganwadicentre. According to Sunita the situation can improve only when there is better

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coordination and cooperation among people who are responsible for theimplementation of Anganwadi program. These are Aanganwadi Worker, Anganwadihelper, Child Development Project Officer, Supervisor, Auxiliary Nurse Midwife,Accredited Social Health Activist and the Community.

GIRL EDUCATION

the government of education has a compass in primary education act under which

local panchayat look after the day to day activities, enrolment and retention as

effective management of schools. Any girl child going to school is given a gift, this

site a scholarship at the age of six years.

The girl child get an exemption of tuition fee. Text books and writing material are

provided to all XP SP and other backward classes children. Textbooks are given to

girls in the general category. Uniforms are also provided to tribal groups. Any girl

child with more than 80% class attendance for the month is given 3 kg rice.

Ma-beti melas (mother-daughter fairs) and bal melas (childrens fairs) are HELD AT

THE CLUSTERS and BLOCK LEVEL.

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Awareness campaign for a universal elementary education, education of the girl child

he was various media like radio, slogan writing, press releases, children's rallies etc.

There are a number of scholarships for the education of girls

Maharishi Valmiki Chhatervati Yojna: to provide education to the girls whose

parents are engaged in unclean occupation the Department provides scholarships

for rupee 9000 per student per annum.

Ambedkar Medhavi Chhatervati Yojna: under the scheme meritorious

students of backward classes are awarded Rs. 10,000 per student per annum.

Swami Vivekanada Merit Scholarship: the scholarship off-duty 10,000 is

available to the general category students who score good marks in the 10th

board examination and get admission in 11th and 12th grade

Thakur Sen Negi Merit Scholarship Scheme: under the above-mentioned

scheme hundred boys and hundred girls from tribal area who top 10th board

examination and take admission in 11th and 12th grade are awarded scholarship

of Rs. 11,000 per student

VILLAGE ECONOMICS

Despite the daily production and sale, most of the families have taken credit fromsomewhere else, mostly the rich man. People prefer going to private lenders becauseit is the easiest way with no formalities required. Here one can get the loanrepeatedly. Secondly, there is a thinking that once you get involved with bank loanyou cannot get out of it easily.

People borrow from the shopkeeper throughout the year. Local shopkeepers

generally fulfill the daily needs of a family by lending household articles, cattle feed,cash for buying fodder, etc. and payment is made after a year or according to thefamilys convenience.

The Himachal grameen bank is the most prominent bank in the village. Though there

are a few villagers who go to the nearby town of Koti to avail the facilities of SBI.

There are a number of LOAN SCHEMES available. They are divided into thefollowing sectors

Farm sector

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(i) Scheme For Financing Farmers For Purchase of Truck And OtherTransport Vehicles.(ii) Financing Farm Mechanisation Tractor, Power Tiller, Thresher /Sprayer Etc.(iii) Scheme For Financing of Installation Of Ropeways (Wire-Span ) For

Ransportation of Apple Boxes, Other Fruits,Vegetable And Agri-Produce.(Under Non-Farm Sector)(iv)Scheme For Financing Dairy Projects.(v) Scheme For Financing Piggeries, Sheep And Goat Breeding AndRearing.(vi)Scheme For Financing Minor Irrigation.(vii) Scheme For Production Credit To Agriculturist For Cultivation ofCrops (Crop Loan).(viii) Scheme For Financing Agriculture (Bee Keeping).(ix)Scheme For Financing Poultry Farming.(x) Scheme For Financing Floriculture-Cultivation Of Galdiolus.(xi)Scheme For Development of Cultivation of White Button Mashroom.(xii) Scheme For Financing Pack Animal- Mule- Donkeys.

(xiii) Scheme For Horticulture Development Plantation of Apple,Citrus, Stone Fruit, Mango & Litchi.(xiv) Scheme For Financing Breeding of Rabbits For Meat / Fur / Wool.(xv) Scheme For Financing Kitchen Garden.(xvi) Hgb Kisan Vahan Yojna- Two Wheeler/Four Wheeler.(xvii) Rain Water Harvesting Scheme For Sc/St.(xviii) Agri-Clinic And Agri- Business Center Scheme.(xix) Scheme For Financing Farmer For Purchase of Land ForAgriculture Purpose.

SPECIAL CREDIT SCHEMES(i) Kisan Credit Card Schemes.(ii) Hgb Swarojgar Credit Card Schemes.(iii) Financing SHGS.

(iv) Swarnjayanti Gram Swarozogar Yojna (SJSY).(v) Personal Loan Scheme.(vi) Scheme For Purchase of Consumer Durable Goods.(vii) Retd. Defence Pension Loan Scheme.(viii) Captial Investment Subsidy Scheme For Construction/ Renovation/Expension of Rural Godown.(ix) Scheme For Advance Against Bank Deposits.(x) General Credit Card.

POST OFFICE

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SOCIAL STRUCTURE

GENDER ROLES

The male child is preferred but an evil like abortion is not an accepted practice.Perhaps this is one of the reasons for a big family size. Family planning is also notadopted as it is against the teachings of religion.

All the three villages gave evidence of gender-related cultural practices at home, atthe workplace outside the home, and in community life. While the work of womenrelates to organising the rituals and celebrations within the home and family, mentake up organisational tasks outside at the community level. These activities areinterdependent and creativity is seen in the tasks performed by women and girlswithin the home and by men and boys outside the home. For festival processions andreligious gatherings, all adults and children come together, transcending gender andcaste barriers. Even religions are no bar to such celebrations as seen in theMoharrum festival at Savardaray and in the construction of the Buddha temple atKondhanpur.

Women and girls delight in excelling in cookery and decorating the home and its yardat festival time. Men are enthusiastic about putting up a decorated gudhi padwa flagor decorating the bullocks for the bendurfestival. However, on a certain day in theyear, the men do the cooking and serve the women, thus reversing gender roles. Onthe occasion of the kojagiri purnima, the men undertake to boil and distributesweetened milk, and they do the same on ratha-saptami, dedicated to the sunsreturn to the north.

ROLE OF WOMEN

Women in Pahari society considered the second line human beings in the society. Thepurdah system is still prevalent in Pahari society. Women use the purdah to giveregards to an elder male. The family property runs along the male line. However, adaughter can claim the property of her father in the absence of a son. Under normalcircumstances, property is equally divided among the sons.

The economic role of Pahari women is very significant. They are hardworking and,besides household chores, do other work like tending the cattle, collecting fuel,fodder and fetching water. Pahari woman milks the cow, makes ghee and cheese andtakes them to the market, too. She performs most of the in-house and outdooractivities and contributes a lot to the familys income but she has not much say in thedecision making.

Within the household the women contribute towards decisions pertaining to socialobligations, ceremonies, purchase of household appliances, daily ration, smallamounts of cash needed for daily transactions. They however do not determine theexact amount that has to be spent.

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Gender discrimination is also seen in Pahari society. It is seen that girls education isnot preferred though, when asked, most of the people talk of equal opportunity togirls and boys in getting education. But our study revealed the 42 middle school andmatriculate persons the number of women is only 7. The total number of literates is

118 and the female literates are 15.

Daily and seasonal drudgery on account of farm activities do not leave them withmuch time for other activity. An average work day for the women starts at about6:300 a.m. and ends at 10:30 PM.

In the village also has a women entrepreneurs who was running a beauty parlour.She had been encouraged by a different and the children were away and she hadtheir time and and her husband was an employee and agriculture was not their mainsource of income.

Some women have obtained training in weaving and have set up home basedbusiness ventures.

The village also has a group of women who run a self help group headed by sunitaThakur. The nine members elect a president and vice president for a period of threeyears. Attendant risk of the city. Members contribute to peace 25 man towards theconference. Whoever raises a loan had to pay a monthly interest of 2% out of focusor press money is lent to members and that's far there has been no defaults. Theyhave a bank account, a fixed deposit, and it has sufficient working capital to meetday to day expenses.

MARRIAGES

The distinctive feature of Muslim Pahari marriage is that consanguineous marriagestake place. A boy can marry his cousin either on his fathers side or mothers sideprovided they have not in their infancy been suckling from the breast of the same

mother. The marriages take place by Nikah system in which both the boy and the girlagree to each other. Generally the marriages in Pahari community are settled at theage of 12 years but the trend is slightly changing. Though, in some cases, marriagesare settled even before the age of twelve. The system of Huk Mehar is also prevalent.

Generally, the system of arranged marriages is followed, but sometimes, the systemitself becomes a problem; e.g. while settling the marriage the other party (bridesside) may ask for two girls in return of their daughter. This is called Bata-Gatta inPahari community.

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In the past the usual practice was for seven Bros to have won by. Sometimes if thewife was added, her sister was brought in to stop the youngest brother sometimemarried separately if there was a significant age difference between him and theCommonwealth.

is restricted by cast and social economic conditions of the party. No dowry system itwill. Marital age for boys is 18 years and four: his 14 year.

DEITIES

The village has two major deities and a few primitive guardian goddesses (matrikas :

mother figures). The temples of Hanuman and Bhairav (Bhairoba), who are the major

deities, are the most important places for socio-religious celebrations. The 96 families

in the village mainly consist of scheduled castes, Guravs (temple-caretakers),

traders, potters,farmers and a few others. There is also a solitary Muslim household

settled in the village over a long time. It is just one part of the community, as the

various caste-groupings are.

FOOD HABITS

The peoples of Nehra have three meals a day-Ken or tshema in the morning, Shod or

chicken in the noon and yangskin or Gongal at night. Their staple food is buckwheat

locally known as Kathu. Barley, Wheat and Rice also consumed. Besides they

consume a lot of lugri or tsagti, chhang (beer) and salted tea mixed with butter.

Arak ( Local distilled liquor) is also taken occasionally. Smoking of Tobacco is very

common among the aged people, but is forbidden for the ladies.

VILLAGE CULTURE

The village celebrates all the seasonal and religious festivals. Both men and women

participate in them fully. Children inevitably join in the processions and the games

played by women on these occasions. The women sing special songs during the

festivals. Most children know these by heart. During the naming ceremony for a

newborn, and at rites of passage such as pregnancy and childbirth, children are

always present, wearing festive clothes and ornaments, both boys and girls can

easily recite practically all the songs sung by women on such occasions, since during

early childhood they are more with the womenfolk who look after them than with

men.

GODS AND GODDESSES

Along with Hanuman and Bhairav, the villagers of Savardaray respect such primitive

goddesses as Janai and Jokhai, who are situated on village borders as guardian

goddesses.

Ganapati or Ganesh is the god of learning, of wisdom. In all rituals, he is worshipped

before commencing the ritual procedure because he is the leader of the people (gana

people, pati leader). He presides over all auspicious occasions like weddings,

naming ceremonies, pujas of other lesser gods, and keeps a benevolent eye on

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everyone. Preparations for the Gonguri festival begin two to four weeks before the

installation of the clay image in the home or in a public place. Musical evenings,

plays, lectures by visitors, are generally arranged during this period. Children

participate in this festival with great enthusiasm as Ganesh is believed to be the god

of learning. Along with Ganapati his mother Gauri also is worshipped during thisfestival. Images of Gauri are made by tying together tender branches of wild plants

specially prescribed for this ritual and protected from destruction by cattle or human

carelessness. A colourful piece of cloth is wound round this green bunch and it is

topped by a paper mask of the goddess. In some families a brass mask, preserved

over several generations, is used. This part of the Gonguri festival is in charge of

women. But both boys and girls are involved in the festival from start to finish. They

particularly help collect the hibiscus flowers and lotus lilies along with certain plants

which are supposed to be special favourites of Ganapati.

FESTIVALS

The solitary Muslim family celebrates its festivals and rituals like Id, Mohurrum and so

on. All other families participate in them and also help in them. The favourite festival

of the village is the thier New Year (pindidhi padwa), which arrives around April as

the harbinger of spring. The whole village contributes to this collective celebration. At

the end of the padwa day, village leaders gather in the Hanuman temple, make up

the accounts, and from the funds that remain unused, give assistance to individuals

or families in various ways. Often, slates, clothes, etc., are given to the poorer

children to attend school. There is no caste consideration.

On Dussehra day, the whole village celebrates the festival although the families also

have their own festival dinners and worship the goddess Durga at home. The village

also makes a public sacrifice to the goddess. But instead of sacrificing animals, it cutsopen a watermelon as a token sacrifice since its colour is red like blood. All exchange

a few leaves of the bahava tree, which represents the exchange of gold coins

practiced in ancient India. This tree is called kanchan. Apart from Dussehra, another

favourite festival is that of Janamashtami (Birth of Lord Krishna). On this day men

hang a cradle in the local temple and do all the rituals. Men and women take out a

procession. Women play traditional games in a free atmosphere without feeling shy

in the presence of men. The men also play their traditional games. All children

participate in the games of men and women, mostly along with parents or older

siblings. On this day, all the villagers together have an afternoon feast where sweets

are served. At the end of the day the senior villagers take a review of the festival and

get the temples cleaned and swept for the next days worship. On mali padhuwa also

there is a community lunch which is jointly cooked by men and women and shared bythe whole community, with the children receiving all possible attention.

In all these villages, there are several features common to festive events. The

Gonguri festival, which usually lasts for ten days, is the most exciting time of the

year.

TEMPLES

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The rain-snow fed village of nearby are is quite well-to-do. Its peculiarity is that it has

completely abolished untouchability and even constructed a Buddha Mandir just

behind the temple of the communitys ancient village-goddess Tukai. Nehras biggest

temple is that of Tukai, who is supposed to be an incarnation of the warrior goddess

Durga. The village has other temples also, dedicated to Hanuman, Ganesh andDattatreya. There are the inevitable guardian goddesses (matrikas), namely Kaluilibai

and Khanlijai. These primitive goddesses protect the borders of the village.

RITUALS

There are several plant-related rituals which are like fairy tales and fantasies. The

wedding of the tulasi plant (basil) with Krishna requires that the family tend a tulasi

plant carefully throughout the year and replant it when the old one becomes weedy.

This plant has many medicinal properties and the juice of its leaves is used with

turmeric powder and honey or jaggery as a mild treatment for the cough of young

children. It is also used in rituals as a symbol of purity and is part of the flowers and

leaves offered to all deities and especially to Lord Krishna (or Vishnu). The tasty

leaves are often chewed by children and adults as a mouth freshener. The various

dishes prepared during different festivals have an inherent relationship with the

environment and its seasonal aspects such as plenitude of certain food items along

with their nutritional and health-care significance relating to the seasons of the year.

The children absorb this traditional health information without effort

All festivals require visits to relatives and neighbours for giving and receiving

presents, usually the special sweets prescribed by tradition as also clothes, new

cloth, pots and pans. It is usual for women to collectively prepare some of the special

food items or visit one anothers houses to help. Children tag along with them and

are witness to this sharing of work and products. Older girls invariably help in thesetasks and gather not only cookery skills but the procedures of deciding on exchanges

of presents and their social significance.

BIRTH AND DEATH

Celebration on the occasion of birth and death is also held. It is said that the birth ofa male and a female child is celebrated equally and there is no difference betweenthe two. Yet, some people say that the practice of discrimination is always there anda male child is preferred in Pahari community, too. Sata, Chalia is celebrated afterthe death of a family member.

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MEDIA CONSUMPTION

MEDIA PENETRATION IN THE VILLAGE

NEWSPAPER

Newspaper and magazine have negligible circulation in this village. The only local

language newspaper and magazine are found in the family where either the child

goes to Shimla to study or the head of the family works in the town. In all cases, the

newspaper is old.

RADIO

Radio reaches the maximum population and is being used by a lot of brand or radio

communication program there are also specific programme for farmers like farm and

home based education. The farmers have a habit of listening to the regional News

and agricultural news in the morning and the late evening. They have found radio to

be very useful when there was an outbreak of pest or the reason in crops. The

release of a pesticide ad at this time saved a lot of their crops.

TELEVISION

All the houses in the village had a television regional TV channel are very popular

along with the Nepalese channels. There are no cable operators and all houses had a

dish connection.

CABLE TV / SATELLITE CHANNEL

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MEDIA BEHAVIOUR (READING/LISTENING/VIEWING)

CONSUMPTION OF INFORMATION

Outdooradvertisements used media like signboards, wall painting, voting, three

goals, but olds, dealers olds. Simple pictures and colours were heavily used and the

villagers also suggested that they prefer bright colours.

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BRAND CONSUMPTION

In the village most of the population owns only is this land and cultivate it for their

livelihood. Others are dependent on the cultivators for jobs at agriculture.... Thus

most of them so you independent upon only land for the building and land is the

main source of income. This occupation pattern implies that income generation into

the area entirely depends on how land is used what cockpits cultivated, how much is

marketed, how much is consumed, and what arrangements are made market

agricultural produce. If he wanted adequate, weather conditions favourite and act to

create technology available. If the weather is unfavourable, total income suffered a

great deal as often happens in row two years. So we'll go with the in the hands to the

people is very much dependent on the status of agriculture and other allied activities.

The occupation pattern dictates the pattern of income generation also.

One of the problems that the marketers can face in exploiting the ruling it is this

which is the vastness interior to be covered and the location of the population. The

highest literacy rate of privilege implies that communication should not too horrible

with its population provided an appropriate means are chosen. The television

network of the village can be used as an effective mass media for communication

with its massive the TV network in this village was nearly hundred percent of the

population offering a greater each when compared to any other mass media.

DURABLES

In the survey, it can easily be concluded that TELEVISION of ONIDA, captures the

major portion of the market with a market share of 40%.This is followed by CROWN,

which holds 33%of the market share. This is followed byBELTEK , which holds 23%of

the market share. Finally followed by other brands ( SAMSUNG, LG, SONY etc) with a

market share of 4%.

In the survey, it can easily be concluded that the REFRIGERATOR of GODREJ,

captures the major portion of the market with a market share of 38%.This is followed

by KELVINATOR, which holds 28%of the market share. This is followed by

VIDEOCON , which holds 20%of the market share. Finally followed by other brands

(LG, SAMSUNG etc ) with a market share of 14%

In the survey, it can easily be concluded that the WRIST WATCH of TITAN, capturesthe major portion of the market with a market share of 40%.This is followed by HMT,

which holds 26%of the market share. This is followed by MAXIMA , which holds 14%of

the market share. Finally followed by other brands (EXCEPT HMT, MAXIMA AND TITAN

) with a market share of 8%.

FMCGS

In the survey, it could easily be concluded that LUX, the product of HUL was highly in

demand. LUX, the product of HUL covers 36%of the market share. After LUX, the

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other brands (EXCEPT LUX, DETTOL, LIFEBUOY) covers 24%of the market share. This

is then followed by LIFEBUOY, the product of HUL with a market share of 22%,which

is then followed by DETTOL, the product of RECKITTBENCKISER with a market share

of 18%

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56% consumers demand single pack.44% consumers demand family packs i.e.3 in 1

pack.

In the survey, it could easily be concluded that TATA TEA, the product of TATA has amarket share of 32%.This is followed by,BROOKEBOND, with a market share of

28%.Followed by other brands (EXCEPT TATA TEA,BROOKEBOND,TAJ MAHAL)with a

market share of 22%.This is finally followed by TAJ MAHAL, the product of HUL which

holds18%of the market share.

In the initial years, the rural consumers preferred tooth powders, datoons etc. But

from the last decade, the preference of consumers towards toothpaste has been

changed. A huge number of toothpastes of different companies are sold in rural

market.

In the survey that the researcher conducted, it could easily be seen that COLGATE,

the product of COLGATE PALMOLIVE is the market leader, which covers 35%of thetotal market. After that, PEPSODENT, the product of HUL is demanded by the

customers, which covers 27%of the market share. Followed by CLOSE UP, the

product of HUL is demanded by the customers, which covers 22%of the market

share. Which is then followed by others brands (EXCEPT PEPSODENT, COLGATE,

CLOSE -UP), which covers 16%of the total market share.

In the survey, that I conducted, it can easily be concluded that FAIR &LOVELY, the

product of HUL, holds the major market with a share of 32%.This is followed by,

POND s, another product of HUL, which holds 28%of the market share. This is

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followed by, other brands (EXCEPT, PONDS, FAIR &LOVELY &AYUR), which captures

26%of the market share. This is followed by AYUR, the brand of AYUR ACADEMY

OFNATURALBEAUTY (AANB) which holds 14%of the total market

share.

In the survey, it can easily be concluded that PARACHUTE, the product of MERICO

captures 37%of the total market share. This is followed by DABUR AMLA, the product

of DABUR which captures 29%of the total market share. This is followed by

DABURVATIKA, another product of DABUR which captures 19%of the market. And

after that, followed by other brands (EXCEPT PARACHUTE, DABUR

AMLA,DABURVATIKA) captures 15% of the market share.

In the survey, it can easily be concluded that PARLE-G, the product of PARLE , holds

a major market share of 38%.This is followed by MARIE GOLD, a product of

BRITANNIA which holds 24%of the market share. After that, GOOD DAY, another

product ofbritannia, holds 21%of the market share. This is followed by other brands

(EXCEPT MARIE GOLD, GOOD DAY, PARLE-G) which hold a market share of 17%.

In the survey, it could be easily concluded that RIN, the product of HUL captures

35%of the total market share. This is followed by SURF, the product of HUL which has

a market share of 27%.This is followed by TIDE, the product of PROCTER & GAMBLE

which has a market share of 27%.This is finally followed by other brands (EXCEPT

SURF,RIN,TIDE)which captures 16%of the market share

In the survey, it can easily be concluded that CLINIC PLUS, the product of HUL,

captures the major portion of the market with a market share of 33%.This is followed

by HEAD & SHOULDERS, the product of PROCTER &GAMBLE which holds 28%of the

market share. This is followed by SUNSILK, the product of HUL which holds 25%of the

market share. Finally followed by other brands (EXCEPT CLINIC PLUS, SUNSILK, HEAD& SHOULDERS) with a market share of 14%. 32%consumers demand SMALL PACK.

28% consumers demand medium pack.17% consumers demand large packs.

DEMAND CREATION ACTIVITIES

In this village the wholesalers is principally a galla-kirana (foodgrain ) merchant who

sustains the belief that his business runs on speculations rather than distribution.

According to it makes more sense to support a brand during boom and bedrock

support during slump.

We encountered three different kind of retailers

a shop window in the village

shop located 5 km away in a big village

town market

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According to the villages, most of the product usage environment is tough because of

rough handling, rough roads and frequent power fluctuations. For them those

products are good which consider all these environmental factors while developing

the products for them. Keeping in mind the upper point, Nokia 1100 model is a

success in this village.

PACKAGING

Single usage packs and sachets are enormously popular in this village. According to

the villages it allows them to buy only what they need, experiment with the product

and also save cash at the same time. Single serve packets were available for

products like shampoos, optical, biscuits, picks up props in single tablets, toothpaste

etc. Also, the Red label Rs. 3 pack has more sales and compared to the large pack.

The highest selling packs at the low unit packaging like that are pack of the,

shampoo sachets, pickels, Vicks etc. Also the products whose packages are reusable

are also very popular. The plastic bottle of coconut oil, packages of edible oil, tea,

coffee, tea etc can be reused. Pet jars free with tea and ariel super compact are also

popular.

it was noticed that the people by small packs as they are perceived value for money

there is also a brand stickiness that is the consumers buying a brand out of habit and

not by choice. Brands were rarely seen fighting for market share. Even expensive

brands to the Mardi biscuits and clinic shampoo are doing well because of the deep

distribution. Also many brands are doing well without much advertising support for

example very is a sought after detergent plant.

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DISTRIBUTION:

The retailer finds it difficult to reach the customers because of lack of the following

adequate transport facility

distance between villages

proper roads connecting the village to nearest townships

Mass media infrastructure

The public distribution system is also very popular for monthly purchases. It makes

available the attention authority like foodgrain, sugar, tea, edible oil and others

consumers at a reasonable price. The most purchases made at these centres are the

one that are done in bulk and usually at the beginning of the month. The top-up

purchasing is done at the local kirana.

The villagers go to the town at regular intervals not only for selling the agricultural

products but also for purchasing clothes, jewellery, hardware, radios, torch self and

other durable and consumer products. Sometimes the stockist from the feeder

market or the mandi towns also arranges for distribution to the village shops. This

distribution is generally done by mopeds, cycle, bullock carts etc depending upon the

size of order and the weather.

Fertilisers are made available to the farmers at the nearby Koti Village under the

essential commodities act. Mobile vans are also an important distribution channel in

this village.

There is a society for dairy farmers and 80 and intended to enable them to increase

their efficiency and productivity. The problems facing the villagers are low

productivity of the car was, the delays in processing will, low quality or Batman will

hardly apart from corruption and mismanagement. To eliminate these problems are

computerised testing has the implementing. When a farmer gets made into the

collection point, it's made and the amount of fat measured and immediately an entry

is made of the farmers swipe card. The money is then collected immediately.

COMMUNICATION

The traditional to the media being used while trying in this village our media, back

epitome, Oak Theatre etc. Why the modern media included TV, radio, each of our. LIC

uses puppets to educate the masses about its insurance policy. Comment up India

uses puppetry in campaigns to press ahead social issues. The pond (i limited uses

meditation effectively for the launch of upchuck the in this village. In between such a

show, the lights are switched talk and talk to/in the dark. This is ever ready to be or

marketing.

Melas are places where the villagers gathered once in a while or shopping in this

village sample uses the events to sell products like geography right water. Scott

brand place product like tractor and motorcycle such

Coke, Pepsi and Tata tea had advertising in form of painting.

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COMMUNICATION NEEDS ASSESSMENT

WHAT IS THE PROBLEM

the village is wrong with the rest of the world for about six months from May due to

closure off roads after the snowfall and the communication facilities are also badly

affected, telephone systems don't work properly and intranet is not accessible over a

dial-up.

even though the village in advanced in its mindset and the literacy rate in high, the

infrastructure is not very advanced. There is lack of good medical facilities both for

human beings and animals. Education is also limited because of a doubt of good

schools specially higher education in the area. Job options advocation are also limited

because of limited resources and no connectivity into town. Agricultural output is also

not utilise to the maximum possible because of lack of separating infrastructure.

WHY IS THE PROBLEM

the problem is primarily exists because of no connectivity to the town this is a

persistent problem because it is difficult to the make motorable roads in the

mountains and the population is also sporadically distributed. Due to the large extent

it is difficult for people of all age groups specially the old and the small children to

travel too far away alien. This makes health initiative and educational programs at

the clock level redundant.

HOW MANY IN THE VILLAGE HAVE BEEN AFFECTED BY THE PROBLEM

mainly, it is called people who are prone to life-threatening health problems and read

other people who cannot walk long distances. The young and healthy and travel long

distances and head of the federal facility. Also in case of emergency it becomes

difficult to contact or approach a couple because of the lack of a motorable fruit.

ATTITUDE OF THE REST OF THE POPULATION ABOUT THE PROBLEM

HOW DO THE AFFECTED POPULATION PRESENTLY TACKLE THE

PROBLEM

presently nothing is being done to tackle the problem. A lot of people complained

about such a situation but are clueless on how to tackle it. The comment had need of

self-defence in the fact it is operational only during busy. Similarly there is a primary

school in the village but for identification the students still have two cocoa to the

town stopped this@reach to the girl child rocked in education after 9/11.

WHICH ARE MEDIA IN USE FOR FEEDING INFORMATION IN THE

CONCERNED AREA

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the telecom density is very high in the village. The penetration is more than hundred

percent. Everyone had a mobile phone and there are also computers into houses.

Apart from TV and radio Mobile is also an effective media mention for feeding

information like better, in, agricultural infants.

As the major problems of this village is that communication channels, therefore to

remove this very is when the active involvement of the Administration a tie-up with

an IDC stateliness Shimla can be established for the new conference facility. This way

the communication can now be through satellite.

Free their auspices information technology at a simple, easy to use, no calls solution

for solving daily life problems like education, earning a living, communication, and an

entertainment in a meaningful manner.

In the village it would seem that technological devices are not only owned but also

shared. The transformation has taken from Sheldon to individual ownership over time

and with the increase in income.

The village is our case will the following problem

1. supplier of imports supplier of consumers produce and services knowledge

and information useful for economic activities

2. entertainment and information for social needs

3. the levying of sale and educational information and product

4. education, training to enhance employment and economic opportunity

5. access to markets

6. developments in October, projects, schemes and feedback

7. procurement of produce

8. issue of the certificate and licenses

we plans to bridge the digital divide by using technology that makes global access

inexpensive isopropyl. This can be done through non-government organisation and

grassroots organisation that I and manage the community building person. It will

include content that empowers global citizen and enables formation of community.

The application will be such that it brought a large clientele that pay for the service

ensuring economic viability of the year.

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Capacity

Buildin

g

Education

HealthIncome

Generatio

n

AgricultureOutsourcin

g

Enabling

Services

FinanceMarketse-GovernanceWater

Management

EnergyCommunicationSkill

development

COMMUNICATION STRATEGY

MISSION

Generating

wage

earning

opportunities on a local scale Due to the geographical location of the village,

commuting in mountains is a tedious and time consuming phenomenon.

Leveraging ICT will aid all round development of the area.

To act as a bridge between urban enterprise and rural communities Through

ICT, we aim to mediate proper knowledge/communication flow between the

two communities.

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PLAN OF ACTION:

PILOT PROJECTS

Field Work On-ground research to find out existing socio-economic gap in

and around the village.

Technology Innovation Identifying technology/knowledge gap in the area.

Partner Initiatives To look for local venture capitalists and/or approaching

the government for financial assistance.

INCUBATION PLAN

Product Innovation Development of products catering to area related needs.

Community specific elemental structure Community leadership and

entrepreneurial facilitation.

INDUSTRY

Registration Local and government recognition and authentication.

Venture funding Extensive future plan in view of sustained growth.

RECOMMENDED STARTUPS

1. EASY FINANCE FLOW

Enabling rural banking via kiosk, Rural ATMs

Enable Rural Business Correspondents

Designing financial solutions for rural needs Insurance products

(Rainfall/life/crop) insurance.

2. PROPER ORIENTATION OF EDUCATION

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a. Curriculum based courses

Online TT ( IX, X, XII)- State board & CBSE

b. Skill enhancement courses

Spoken English Pump repair, Carpentry Computer Education- 3 levels (basic/mid/advanced) , Tally etc.

c. Concept based (future)

Science and Business concepts- Enabling proper wealth utilization bymasses.

LEARN PRACTICE EVALUATION

3. HEALTHCARE

a. Providing Access

Identification of village healthcare delivery centers

Linkage with a hospital partner via the ReMeDi telemedicine solution

Supply and delivery of essential medicines

b. Strengthening Service Quality

Creation/access to training modules

Practical trainings - lab techniques, first aid

Essential Medicines supply/delivery

Enabling course work towards provider Re-certification/registration

MODEL 1

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MODEL 2

4. VOCATIONAL TRAINING

Targeting unemployed Youth Providing an integrated channel of

employment generation through various sectors and operations in the

industry.

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ADVANTAGES:

Technology based learning- It will encourage a holistic learning which is

acceptable and applicable anywhere irrespective of the place. Rural and urban

connectivity will enhance.

Investments through private sectors, government, venture capitalists will

ensure quality and readiness of service.

Proper engagement of manpower- Utilisation of available resources combined

with technology will strengthen the community development.

PICTURING THE WAY FORWARD

Training & Recruitment

Industry Client

Networking, Logistics &

Monitoring Operation

ICT Kiosk

ICT Infrastructure and Marketing

Focus Sectors:

AutoCAD

Security Personnel

Mobile Servicing

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DISADVANTAGES:

Geographical location connectivity issue, servicing, field level engagement

missing.

Awareness level about ICT very low in rural communities (target) as well as

the practitioners.

Village entrepreneurs not chosen properly. Only few active Kiosks

Lot of effort has to be taken for localized content creation.

Top down approach has not delivered expected results

Financial Inclusion : Regulatory issues have been time consuming and

cumbersome

Agriculture : Finding partners

Health : Telemedicine is hardly acceptable by locals. Proper awareness

required.

Education : Online TT cant replace teachers. It has to be complementary

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ANNEXURES

GUIDELINES FOR DISCUSSION

1. Name of the Respondent

2. Sex

3. Age

4. Marital Status

5. Number of Children (Sons/ Daughters)

6. Education of respondent

7. Education of Respondent's Spouse

8. Type of family a) Nuclear b) Joint

9. Employment status and type

a. What occupation are you engaged in?

b. How many days in a year are you not employed?

c. What are the hours during the day when you are relatively free orunengaged?

d. How do you normally utilize your free time?

10. Who is the chief decision maker in your household?

a. Degree of your involvement and influence in the decision makingprocesses of the house?

11. Income, Expenditure and saving of the household

a. Is your income sufficient to meet the expenses of your family?

12. Do you believe in

a. Evil eye?

b. Black Magic?

c. Witchcraft?

d. Ghosts

e. inauspicious time/things

13. What caste do you belong to?

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a. What is the traditional occupation of your caste?

b. Would you like to continue with the same caste occupation

c. Do you thing the low caste people are or should be allowed to

i. Enter the temple for worship

ii. use the same hand pumps and wells to fetch water

iii. Have a dwelling in the upper class locality?

iv. Participate in community affairs?

v. Drink and eat with the upper caste people?

vi. Cultivate or graze the common land or pastures?

14. Do you think that

a. Women should be treated as equal to men?

b. Women should go in for higher education?

c. Women should take up jobs and move outside the household?

d. Women should get equal opportunities?

15. What are the main problems in your occupation or economic activity in whichyou/ your family are engaged?

16. Whom do you mostly consult in your village for information or advice on theseproblems related to your occupation?

17. Have you learned anything about these problems through mass media?

a. If yes, from what media?

b. What did you learn?

c. Was it useful?

18. What is the extent to which you are exposed to and benefit from yourcontacts with the development workers in the area?

a. Village level worker

b. Doctor

c. ANM

d. teacher

e. Others (specify)

19. What are the development programmes implemented in the region?

a. How did you learn about them?

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b. What specific benefits have you received in the last 5years?

20. Expenses on media consumption?(annually)

a. Radio( purchase, maintenance, operation)

b. Newspaper(purchase, subscription)

c. Magazines/books(purchase, subscription)

d. Folk drama and kathas

e. Television

21. Have you ever seen a computer?

a. What are the areas where you think you need information which willhelp you develop yourself?

b. Do you think the establishment of an IT system will help you?

c. Who in your point of view would be the best person to operate thesystem?

d. Do you think that people from the village would come and use thissystem?

22. Do you assemble regularly at one place for chit chat or gossip?

a. Which is the place that you normally assemble at?

QUESTIONNAIRE FOR BRAND CONSUMPTION

Who makes the purchases in the family? Monthly buying vs going to the kiranashop?

What are the typical spends of the family in a month?

1. Which tea you prefer to use?

2. Which tea pack you prefer to use?

3. Which tooth paste you prefer to use?

4. Which coffee you prefer to use?

5. Which cream you prefer to use?

6. Which hair oil you prefer to use?

7. Which biscuits you prefer to use?

8. Which detergent you prefer to use?

9. Which shampoo you prefer to use?

10. Which pack you prefer to use?

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11. Which Television you prefer to use ?

12. Which refrigerator you prefer to use?

13. Which wrist watch you prefer to use?

rural report charu gauravp akshya

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