22nd Thinkers & Writers Forum

“Be the Change you want to see in the world”

Mahatma Gandhi

Paper Presented under the Theme: Swacch Bharat Swasth Bharat

Authored by:Ms. Vineeta Nagar

Officer-CSR Hindustan Petroleum Corporation Limited

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Abstract

S w acch B h a r at S w astha B h a r at – R o l e o f C orp o r a t es and U n i versiti e s t o w a r ds a su s t a i n a b l e m i ss i on

Mahatma Gandhi gave a vision for a free and Clean India. That vision has been taken care by our Prime Minister Mr Narendra Modi on 2ND October 2014. It is not a mission but actually a torch light for India where after more than 60 years of Independence, we are struggling with the basic amenities. As per the WHO, UNICEF (defecation data, 2012) more than 50% of Indian defecate in outdoors. According to WHO rankings, Indian Healthcare system ranks 112th in the world, way behind countries like Colombia, Sri Lanka and Egypt. Clean India leads to a healthy India since one of the major health concerns related to waterborne diseases and airborne diseases is sanitation.

In order to meet these challenges, India has started Nirmal Bharat Abhiyaan (Previously known as Total Sanitation Campaign) in the year 1999 with a target to eradicate the open defecation by2022. After 15 years of launch of this scheme our country is in the wave of working a new mission. In the year 2005, National Health Mission was launched with a goal of healthy India. Are we on a new mission leading to our goals or it will also pass like any other schemes by Government?

This paper tries to link Swacch Bharat Abhiyaan with the socio-economic development paradigm. Further narrow down and as a way ahead, with a role of Corporates and Universities as one of the major enabler, this paper proposes an idea of responsibility within every individual not limiting to Government.

Case study of Hindustan Petroleum Corporation limited (HPCL) CSR’s Initiative in Sheopur district (Madhya Pradesh) has been discussed with the outcome of HPCL’s effort under SBA leading to Swasth Bharat. In the end of paper concluding remarks from the practitioner point will be presented in linkages to Swacch Bharat & Swastha Bharat

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Social Development is equality of social opportunities”

- Amartya Sen

Socio-Economic Development & Human Development

Social Development leads to a transformation of social institutions which improves the society and develops individual capacity which is important for an overall growth of a nation. Economic development is the development of economic wealth of countries or regions for the wellbeing of their inhabitants. Socio-Economic Development is a process of social and economic development of society.

Human Development1 focuses only on expanding and widening of people’s choices as well asraising the levels of wellbeing.The Human Development Index (HDI) is in terms of capabilities of three basic dimensions of human development:

• Life longevity• Knowledge (adult literacy and combined primary, secondary andTertiary enrolment)• Decent standard of living (real per capita income)

The 2014 UN Human Development Report (HDR) ranks India at 135 in its Human Development Index (HDI) out of 187 countries unchanged from the previous year, reflecting little improvement in the standard of living of its people.

It is quite alarming to know the fact that despite of India being the tenth largest growing economy in the world we are still apart in HDI. It is significant that socio-economic and human development are interdependent. A country can’t grow until its people are happy and content. India suffers from this wide socio-economic disparities.

Health, Sanitation & DevelopmentHealth and sanitation is one developmental paradigm which accounts for human development. Until people are not healthy, we can’t have a healthy nation. Poor health & sanitation conditionaffects the socio-economic development of a nation. These three terms are interrelated.

A study conducted by World Bank’s ‘South Asia Water and Sanitation Unit’ estimated that India loses Rs 240 billion annually due to lack of proper sanitation facilities. The multilateral body said that premature deaths, treatment for the sick and loss of productivity and revenue from tourism were the main factors behind the significant economic loss.

As per the United Nations Children’s Fund, around 1000 children below the age of five die every day in India from Diarrhea, hepatitis –causing pathogens and other sanitation related disease. Economic growth and developmental growth can’t be neglected since if we are not able to give a

1 hdr.undp.org/en/content/human-development-index-hdi

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healthy country, a growing economy will not count any more since it is the people who deserve a healthy economy and healthy life.

Nirmal Bharat Abhiyaan /Swacch Bharat Abhiyaan (SBA)

Swacch Bharat Abhiyaan (Clean India Mission) was launched by honorable Prime Minister on 2nd October 2014. This program is the largest program on cleanliness and sanitation till date by Government of India in response to the alarming figures related to health and giving a clean & healthy nation for all. India has launched Nirmal Bharat Abhiyaan in 1999 with an objective to accelerate sanitation coverage in rural areas to achieve the vision of Nirmal Bharat by 2022 with all gram Panchayats in the country attaining Nirmal status.

According to UNICEF-WHO Joint Monitoring Program Report 2010 (Grameen Bharat, 2012a), nearly sixty percent of India‘s 1.1 billion people still practice open defecation (against 15% of people in the world openly defecate) and close to fifty-eight percent of all open defecation in the World is in India. For sanitation mission, Nirmal Bharat, government has allocated 1500 crore rupees in the year 2011-12 of the 11th five year plan and 3500 crore rupees as budget estimate during the year 2012-13, the first year of the 12th five year plan.

After 15 years, under Swacch Bharat Abhiyaan NBA will re-structured into Swachh Bharat Mission with two sub-missions –Swacch Bharat Mission (Garmin/ Rural) and Swachh Bharat Mission (Urban).

The two missions will fall under the Union Ministry of Drinking Water and Sanitation (for Rural

India) and the Union Ministry of Urban Development (for Urban India) 2.

Responsibility

John F Kennedy, former US president, who had said ―Ask not what your country can dofor you, but ask what you can do for the country.Mahatma Gandhi gave a vision for a free and Clean India since Independence but health and sanitation is not only public but and individual responsibility too.Sanitation needs to be an integral component of public health programs, community and state agencies.After 60 years of Independence , if we are still dependent on Government systems andblaming the structure it will not add a solution , rather it require a collective effort from everyone .Task of development is so complicated that it can’t be just laid down on governmentsystem and structure since every five year a government changes and they have theirown set agenda’s.

Funding for SBA –

Funding for these new initiatives will be through budgetary allocations, contributions to the Swachh Bharat Kosh and through commitments under Corporate Social Responsibility (CSR). It will raise funds from government and non-government sources, including CSR funds. Public Private Partnerships (PPP) are also envisaged for the construction of Community Sanitary

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Complexes (CSCs).India is the first country to have a mandatory CSR and with SBA, it is a waking call for corporate to combine hands for a larger goal which was never happen for a social cause a a massive level.

Hence corporates have an important role not only as a fund provider but also as a strategic partner for implementing the projects. Even, PM has also call every private organizations to contribute their fund for a clean India. Even on 2nd October, every school, college (Govt & private) have participated in Swacch Bharat Oath across the country.

Role of Corporate & Universities – Towards a sustainable mission

After 15 years of Nirmal Bharat Abhiyaan launched in India, we are on a new wave for a clean India. It is important to understand that are we in process of launching new schemes or even trying to implement them? Whether SBA will be just like another addition or just a scheme and India will be again in the same parameters of HDI.

Responsibility need to be addressed clearly. SBA is a mission where every individual holds a responsibility Sanitation in India is not only about cleaning or development but it is also about transforming the ill evils i.e. caste & untouchability. It is also about giving a life of dignity to those people of society who are not respected because of their profession. SBA is for upcoming generation, for a developed society with a healthy environment

India has already Sulabh Sansthan since 1970 which has done a remarkable job but efforts are not completed until we integrate our thoughts and action.

Till 2014 , Under Nirmal Bharat Abhiyaan or Drinking Water and Sanitation program , there was a direct involvement of Govt and local panchayats but at present corporate’s fund and their team is considered for this mission which in itself is a big change since it gives you a manpower of elite and powerful society. It is a change where people from top class are coming for a solutions and efforts towards a national mission.

Their role becomes significant since they are the torch light bearer for this mission and definitely when we are clean we will lead to a Swasth Bharat.

Role of Corporate & Universities

Budget Allocation & Action Plan – Budget allocation under CSR is given by MHRD to all the government sector and undertakings with a defined targets in coming five year. Here sociological perspective towards SBA is uttermost important since a company’s manpower and cost is involved for five years. Planning for five years should be strategic, efficient and monitored thoroughly.Those companies who are not government owned, they also can target their beneficiariesand locations for the upcoming five year with a macro level approach covering the maximum number

Pan-India Approach-

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Those business locations which are pan India of a corporate can be involved fully for this mission and hence covering the rural and remote location. Organizations should spread the word at each branch and each location.

Involvement of Top Management

It was an inspiration for whole nation when PM Modi takes the broom. It is essential to involve top management to motivate the employees and create a work culture with a social values.

Information, Education & Communication Material

For SBA, budget has been cut down for IEC material, it is essential to utilize the IEC material forthe benefits of the people since until people are not aware they can’t take a step for a clean India.

Educational institutions has capacities to change the mindset, they create footprints for upcoming generation they are the brigadiers for carrying the message of SBA. They can promote film screening, group discussions, short-term projects, volunteering in nearby community

Sensitization at Work place /Schools/College

By conducting various awareness sessions at workplace project location can make an individual responsible and later extended to its family and community since India has a multidimensional culture and organizations have employees from different backgrounds.

Schools and Colleges are the first step for learning and involving students and giving thoseSanskars. School & College administration should take this as their own responsibility.

As an Individual team

Mostly business organizations work on different projects guided by a key resource person with a small team. If one team can channelize their effort, definitely there is going to be a big change.

Yes. It is about people of India and no matter universities, schools & colleges can’t be left out once students are aware we are making the whole generation ready not only for five years but ahead then that. Since youth is the future of country and they need to be involved, it should not be limited to government but it should count the efforts they can involve in the mission individually.

Effective partnership & strategic approach towards providing Infrastructure

Assignments undertaken in provision of MHRD need to be accountable by the corporates. Construction of Toilets, setting up other sanitation infrastructure will be all done through a third party. It becomes a huge responsibility carrying the vision to them. Corporates have to be accountable and their partnerships should be collaborative in nature.

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Monitoring

A project or mission can’t be ever successful until it is monitored regularly and its progress is measured. This mission is targeted for five years hence, it is important to define the targets and measure or monitored thoroughly

"Do citizens have no role in this? We have to change this mindset," the PM was quoted by the media as saying "India can do it, the people of India can do it. It takes time to change established mindset. It is a difficult task. But we have five years," he said, referring to the deadline of 2019.

Organizing Walkathons

Creating cleanliness drives in their college & communities around. If every educational institute government and private has come together, there can be bigger change in the society

Elaborating the concept of Swacchta Doot - Under Nirmal Bharat Abhiyaan (NBA) a local person as consultant in the Gram Panchayats, to catalyzed behavioral changes in individuals in

respect of open defecation, hygiene, and water safety, safe disposal of solid and liquid waste is considered as Swacchta Doot. In a similar fashion at every organization, schools& colleges Swaachtha doot/Cleanness Ambassador should be defined and they can lead and take the mission forward. Their responsibility should also be defined by the senior management and head of the schools & universities

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C AS E STUDY –Hi ndust an Petr ol eum Corporat ion Limit ed

HPC L- I n v ol v eme n t i n S w a c ch B h a r a t t hro u g h C o rporate S o c i a l R e s p o n s i b i l i t y

HPCL is a Government of India Enterprise with a Navratna Status, and a Forbes 2000 and

Global Fortune 500 company. It had originally been incorporated as a company under the Indian

Companies Act 1913. It is listed on the Bombay Stock exchange (BSE) and National Stock

Exchange (NSE), India.

HPCL has an annual sales/income from operations of Rs 2,32,188 Crores (US$ 38.75 Billions) during FY 2013-14, having about 20% Marketing share in India among PSUs and a strong market infrastructure.

P ro j e c t N a n hi K ali

HPCL is sponsoring the project Nanhi Kali in partnership with K C Mahindra Education Trust,

Mumbai. The project focuses on girl child education and to streamline girl child in the education

system. This project is in operation with HPCL’s support since 2006. Every year MOU is signed

with the partner. This project is monitored by HPCL’s officer with a regular field visits and

monitoring report. Every MOU term is linked with a report.

Since 2006 HPCL has touched the lives of 45927 Nanhi Kali’s and 496 Nanhi Kali’s has passed

the Xth class in and around our business operations. There have been tangible outcomes in

rising attendance at 80% and improvement in academic results.

O b j e c ti v es

1. To bring about social and economic development through education.

2. To provide 10 years of quality education to the underprivileged girl child.

3. To reduce the high rate of drop outs and impact learning levels among girl children from socially and economically marginalized families.

The Nanhi Kali Project encourages girls to attend school by ensuring their holistic development through provision of material support in addition to academic support.

a) Academic Support

The Academic Support is provided in terms of an extra study class which is conducted either before or after school hours. These classes help to bridge the gaps in learning achievements and enable children to reach their grade specific competency level. The classes are conducted by “Community Activists” selected from within the community with the vision that they would be the local resource to act as friends and mentors to the children and at the same time stroking community interest and proactive action for quality education.

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b) Material Support

Material support consists of an education kit comprising of uniforms, undergarments, shoes, socks, school bag, stationery and notebooks, raincoat, sweater tailored to the needs of the girls as per their geographic locations

c) Social and Moral Support

Sensitizing the community on the importance of girls’ education and encouraging it to takeownership of the functioning of the school is an essential part of the Nanhi Kali programme.

For the financial year 2014-15 project is operating at Araku (AP), Gavanpada (Maharashtra) & Sheopur (MP)

Nanhi Kali – Sheopur

HPCL is providing academic, moral & social support to 2212 girls in Sheopur. Sheopur comes under backward district under BRGF scheme. It is one of the 21 tribal districts of Madhya Pradesh.

S w acch B h a r at A b hi y a a n & N a n hi K a l i

On the day of Gandhi Jayanti and the clarion call given by Honorable PM Shri Narendra Modi for Swacch Bharat Mission, HPCL involves all its stakeholders including employees, dealers, distributors and families across the length and breadth of country.

HPCL’s Sw acch Bharat Abhi yaan st rat egy

SwacchVidyalaya

BusinessOperations Community

HPCL

While starting this mission HPCL focus on not only business operations which include our retail outlets, lube manufacturing terminal & our offices but also to the communities where we operate and also on Swacch Vidyalaya.

With its strategy towards community HPCL involves CSR project beneficiaries at Pan India. HPCLinvolves its five CSR projects beneficiaries Pan India. One of those projects in Nanhi Kali.

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Swacch Bharat Abhiyaan Activities-

HPCl-CSR NanhiKali SBA

Involvement ofStakeholders Implementation Outcome

Nanhi Kali –Sheopur project covers 15 schools and 10 villages at initial phase as a part of SBA. All these villages are approximately 60 Kms from Sheopur district. Mostly girls from these students are first generation learners. With SBA, HPCL covers not only girls’ beneficiaries but entire school and community

Project is able to cater the below stakeholders under Swacch Bharat Abhiyaan. Each and every member was involved for executing various activities designed for creating awareness and cleaning up the villages and school.

Community

Parents Girls (NanhiKALi)

Implementing Partners of

HPCLSchool

Administration

All these activities were guided by HPCL to implementing partners. Later on HPCL’s partners include village community, school administration and parents of beneficiaries for overall implementation of projects. Finally they conducted following activities as a part of the SBA with HPCL’s assistance following activities were conducted

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Cleanliness Awareness & Village Clean Drive

Village community has participated in cleaning of villages by involving panchayats and students. They selected every street and according conduct cleaningOne of the important task of SBA is to change the attitude of people. This was done through various sensitization drive in schools and villages.

Drawing and Essay Competition - Drawing and Essay competition on SBA was conducted at selected schools.World Hand wash Day – Villagers and students were given training on world hand wash day witha importance of heand washing and sanitation in their home

Toilet construction- Partners have sensitize villagers for identifying the o

Output

As a part of field visits, there are monitoring visits to the project location. After implementing theSwacch Bharat Abhiyaan

With the integrated involvement of HPCL, partners and community. It was observed that

1.) Cleaning Schools – Schools were comparative cleaner and students are aware about importance of cleaning

2.) Villages are clean – In a community meeting villagers along with local partners have agreed to clean the village street and take it as an individual responsibility

3.) Set up a village cleaning committee where they monitored the activities – A villagecleaning committee was set up which will take care of yearlong activities related to sanitation in the village

4.) With the support of gram panchayat, villagers have also started looking for construction oftoilet. Prior to that toilet was not seen important and open deification was common. Now they have started giving respect to women and for their dignity and respect they are in process for constructing toilets

5.) Importance of health has been understood by community – They were able to understand the direct linkage of health and cleanliness.

Outcome & Impact

As mentioned above related to the roles of corporate & involvement of school administration HPCL has integrated their projects with the Swacch Bharat Abhiyaan and has involved in effective partnership with community and project partners.

With a focus on health and sanitation, project Nanhi Kali is able to provide social support to thecommunity and develop a process of change with the assistance and monitoring of HPCL’s team.

It was never a one time project but it was a holistic approach with inclusion as a major strategysince we can’t be successful until we involve the people.

Nanhi Kali has started a change process by involving not only its benecearies but whole village.

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Conclusion from the practitioner’s point of view

A nations’ development can’t be only dependent on Government’s practices and efforts. It required a collaborative effort within an individual, community, state & government. Health and sanitation is the core of human development. Development can’t be happened until it is carried out with a commitment towards the goal.

Swacch Bharat Abhiyaan is not a new initiative it is like a mission wrapped with a new name coating and additional budget and media attention.

Indian policies and planning has always considered cleaning, health and sanitation in different schemes but we have never approached in top down approach. Our efforts are always dependent never interdependent. It is important to carry our role and identify opportunities within that role to deliver Excellency in project.

Swacch Bharat Abhiyaan should not be limited within one range it need to be widen since it is a cumulative responsibility.

It has been discussed in the paper that development has a multidimensional view and there are different parameters to it. Health and Sanitation are also among the one and they can’t be taken separated as they are one.

With the SBA and involvements of money of Corporate’s CSR fund it has become crucial to define their roles and strategy.

HPCL has taken this mission forward not only at organization level but at community level by engaging its beneficiaries and community through CSR .Their approach is not only towards their business location but also towards the rural and backward districts.

Corporate Social Responsibility will also take a new role by Swacch Bharat since budget from corporate has been likely to be spent for this purpose and it will give an edge for effective communication and partnership. HPCL has engage effective monitoring and partnerships which is helping in the community. They are not only able to utilize their money but also come out with a sustainable outcome through their projects.

Even if all corporates can come together in a strategic approach linking business and society.

It is indeed a new change where Swacch Bharat Abhiyaan has come out as an interface between business and society.

If India is looking for a Swacch and Swasth Bharat, we need to change our strategy and come out from challenges and meet the targets on time

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Refere n ces

Huitt, W. & Dawson, C. (2011, April). Social development: Why it is important and how to impact it. Educational Psychology Interactive. Valdosta, GA: Valdosta State University. Retrieved from h t t p : / / w w w . edp s y c i n t e racti v e . o r g / pa p e rs/ s o c de v . p d f

Broomhill, Ray (2007). Corporate Social Responsibility: Key Issues and Debates. Dunstan Paper No.1/2007. http://www.som.cranfield.ac.uk/som/dinamic- content/research/doughty/ Dunstan1.pdf - accessed 13/08/2013

MOHFW (2010), Annual report to the people on health, Government of India, Ministry of Health and Family welfare, September 2010 –

Akram (2013), Sanitation, health and development deficit in India: A sociological perspectiveHuman Development Report (2014), United NationsAnnual Report (2013-14), Hindustan Petroleum Corporation Limited

http://www.hindustanpetroleum.com/

www.tnrd.gov.in/schemes/cen_nba_13.html

india.gov.in/nirmal-bharat-abhiyan-ministry-drinking-water-and-sanitation

http://swachhbharat.mygov.in/

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