SOCIAL IMMERSION PROGRAM (SIP)

THE IMPACT OF SOCIALLY RESPONSIBLE

BUSINESS EDUCATION
Volume- II

Editor:
Prof. Zenia Nanra
Editor:

Prof. Zenia Nanra

Assistant Professor, Personality Enhancement Programme &

Chairperson, V.B. Padode Centre for Sustainability, Jagdish
Sheth School of Management (JAGSoM)

Reviewer:

Prof. Anand Narasimha

Professor,
Jagdish Sheth School of Management

ISBN: 978-93-5627-617-8

Text © JAGSOM, 2022

All rights reserved. No part of this publication may be reproduced or

transmitted, in any form or by any means, electronic or mechanical,
including photocopying, recording, or any information storage or
retrieval system, without the prior permission in writing from the
publisher.

Cover design: Design Studio, Vijaybhoomi School of Design

TABLE OF CONTENTS
Editorial…………………………………………………………………..…i
Social Responsibility and Business Education

About the Editor…...……………………………………………………...iii

ENABLERS AND BARRIERS OF COVID VACCINATION: A

STUDY ALIGNED WITH SDG NO. 3: GOOD HEALTH AND
WELL- BEING ........................................................................ 1
Dr. Shaji Kurian, Prof. Seena Biju and Sahitya Raj, Deepak Garg,
Abhijeet Godara, Mahima Jhanwar, R Trisha Panickar, Deepshikha
Das Gupta, R Mathusuthan, Janani Shyamsundar, Akash M H,
Sourav Pattnaik, Akash Nayak

A MIXED-METHOD STUDY TO DETERMINE THE

BARRIERS OF COVID VACCINATION FROM COMMUNITY
AND PROVIDERS PERSPECTIVE: A STUDY ALIGNED
WITH SDG NO. 3: GOOD HEALTH AND WELL - BEING .. 11
Dr. Nina Jacob, Prof. KJ George and Guroubaran, Arava Praveen,
Jagadish Prasad, Pilli Kalyani, Nidhi D Shetty, Sagar Sangaraddi,
Isha Mukesh, Sanjay Menon, Samriddha Basu, Mahalasa
Shanbhogue, Simran Kaur

TO EXAMINE PROBLEMS RELATED TO ELECTRICITY

AND HEALTH IN TRIBAL VILLAGES OF HUNSUR: A
STUDY ALIGNED WITH SDG NO. 3 AND 7: GOOD
HEALTH AND WELL-BEING, AFFORDABLE AND CLEAN
ENERGY ............................................................................... 22
Prof. Zenia Nanra, Dr. Supriyo Ghose and Aditya Gupta, Apurva
Suman, Arkajit Safui, Aswath S, Bidisha Mukherjee, Gokulakannan,
Manshika Dhengra, Pratham Pai, Situ Rani
ESTABLISHING AND OPERATING A CROWDFUNDING
PROGRAM IN ASSOCIATION WITH BAL UTSAV: A
STUDY ALIGNED WITH SDG NO. 4: QUALITY
EDUCATION ......................................................................... 35
Dr. Parmeshwar HS, Dr. Navodita Mishra and Amit Pani, Adisha
Agarwal, Aldrin Dcruz, Anusha C, Nivedita Ray, Priyam Raj,
Priyasha Singh, Sibiya Chinnadurai, Somya, Vishal M Rao,
Sayantan Ghosh

CORPORATES EXPECTATION FROM RURAL

HANDICRAFTS: A STUDY ALIGNED WITH SDG NO. 8:
DECENT WORK AND ECONOMIC GROWTH .................... 44
Prof. Soumya Choudhury, Dr. Mafruza Sultana and Aparajita
Mukherjee, Neha Tewari, Keerthi L, Divya Rao, Deepakh K,
Sandeep K, Sakshi Gupta, Shivangi Saboo, Kashish Gupta, Ronit
Roy, Palak C, Hardik Manchanda
Editorial

Social Responsibility and Business

Education
Prof. Zenia Nanra

Assistant Professor, Personality Enhancement Programme and

Chair, V.B. Padode Centre for Sustainability, Jagdish Sheth School
of Management, (JAGSoM), Bangalore

With the change in the era of globalisation, it is important that we

focus on the “5 Ps” that shape the SDGs: People, Planet, Prosperity,
Peace, and Partnerships so that we can contribute to global
sustainability. The need of the hour is to assist executives in
developing unique, personal, and real responses to the difficulties
they face. A well-designed sustainable pedagogical approach can
make such experiences harmonise with theory. Looking at the
brighter side, who knows that one’s own quest for goodness might
be intertwined with larger sustainability concerns.

We present here volume II of select white papers from the post-

graduate program in management (PGDM) students of the 2020-
2022 batch. These students have prepared white papers, which are
ideas for future action based on primary data, close study, and
analysis, under the guidance of their faculty mentors. The students
whose work has been documented here hope to put their ideas into
action during their management careers.

The first paper explores numerous problems in our vaccine system

and examines various possibilities and solutions to address the
challenges. In the second paper students study the reasons why
people at a large scale are unwilling to take vaccinations and how
they are affected by their surroundings. Students study and examine
in the third white paper, various problems related to electricity and
health in the tribal villages of Hunsur. These students took the
initiative to visit the village, thereby looking at the problems closely
and proposing optimal solution for the same.

i
Group 4 initiated a crowdfunding programme within their group with
their NGO Bal Utsav. The motive of this event was to generate funds
and help the youth for their education. The last group of students
explored the space of rural artisans and tried to bridge the gap
between them and the rest of the world.

We invite you to share your reflections with us. Meanwhile, we will

continue to nurture holistic, socially responsible, and continuously
employable professionals through our Social Immersion Program
(SIP).

ii
ABOUT THE EDITOR

Prof. Zenia Nanra is currently Assistant Professor, Personality

Enhancement Programme, and Chairperson, V.B. Padode Centre for
Sustainability, Jagdish Sheth School of Management (JAGSoM),
Bangalore.

She is currently a doctoral student at Indian Institute of Technology,

Kharagpur. She has 2 international papers in PGSC, School of
Humanities, Universiti Sains Malaysia Penang, Malaysia, July 25-26,
and in KFLC: The Languages, Literature, and Cultural Conference,
University of Kentucky, USA, 2018. She was associated with NPTEL
(National Programme on Technological Enhanced Learning), a
project funded my MHRD, Government of India for the courses
“Speaking Effectively” and “Globalisation and Culture”. Her areas of
interest include Literature, Business Communication, Memory
studies, History and Postcolonial Studies. The broad area of her
Ph.D. thesis is Archival Studies and Memory Studies. Her other skills
involve Oratory and Dramatics.

iii
ENABLERS AND BARRIERS OF COVID
VACCINATION: A STUDY ALIGNED WITH
SDG NO. 3: GOOD HEALTH AND WELL-
BEING

Dr. Shaji Kurian, Prof. Seena Biju and Sahitya Raj, Deepak Garg,
Abhijeet Godara, Mahima Jhanwar, R Trisha Panickar, Deepshikha
Das Gupta, R Mathusuthan, Janani Shyamsundar, Akash M H,
Sourav Pattnaik, Akash Nayak (PGDM 2020-22)

Abstract

India is a multi-linguistic nation and there would be various rural and

urban zones where the population is huge and there are multiple
states to split. On the other hand, there's the task of effectively
completing a nationwide immunisation programme that covers the
entire country. The vaccination campaign has raised several issues
and people in rural areas come across numerous challenges
because of ineffective government efforts and immunisation
campaigns. Vaccination plays a significant role in achieving this goal.
This white paper suggests a mixed methodology in our research to
uncover the variables that drive people to be hesitant, as well as
facilitators from community and provider opinion. Learning the
fundamentals of quantitative analysis using; Excel – data
management and collation, crosstab, pivot tables and SAS –
Importing data, Data steps, recoding, proc steps.

Key words: vaccination, immunisation, campaigns, research

Sustainable Development Goals

Ensure Healthy Lives and Promote Well-Being for all is one of the
United Nations' main goals. The COVID-19 posed one of the most
significant challenges to this goal, and as a result, the entire system
was thrown into disarray, with several deaths and severe lockdown
disrupting the entire way of life. The idea behind was to get every

1
individual vaccinated for a better future. The most difficult part of this
approach is to convince individuals about the value of vaccination.
As a result, our study is concentrated on identifying the impediment
to vaccination and offering actionable insights that can lead to long-
term environmental change for a better future.

Problem Statement

A mixed method study to determine the enablers and barriers of

Covid vaccination from community and provider perspective.

Field Visit

The team was divided into three subgroups to cover wide range of
people from different facets of vaccination- System Level, Provider
Level, Beneficiary. System level people visited PHC Gottigere on
their first day followed by few visiting PHC Konanakunte, PHC
Madiwala, PHC Tavarekere and PHC Anekal on their second day.
Finally on the day three of their field visit they visited PHC Electronic
City, PHC Jigani and PHC Singasandra.

Provider Level group visited PHC Gottigere on their first field visit
followed by few visiting PHC Madiwala, PHC Tavarekere, PHC
Yeswanthpur and others visited PHC Electronic City. On their third
day they visited PHC Jigni, PHC Konanakunte and PHC Yehlanka.
Beneficiary level group visited PHC Gottigere on their first day of
field visit followed by visiting PHC Madiwala on their second day.
Finally, on their third day of field visit they visited PHC Bannerghatta.

Findings of the study

Findings of provider sub-category

Challenges faced by providers in vaccination drive

In this covid pandemic, providers are playing a key role in keeping us

safe. They are working relentlessly and sometimes even working
overtime without being paid. Some challenges are hindering not only
their mental wellbeing but also reducing the pace of inoculation. The
challenges faced by providers are described in detail in the following
sections.

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Challenges faced by doctors

In the pandemic, doctors are working tirelessly to shield us from the

deadly corona virus. Be it the pre vaccination time, when they risked
their lives to save people or post vaccination period when they are
administering vaccines. Even after such a godly effort, they are faced
with certain challenges both within and outside the system. One of
the problems faced by them is the lack of staff in the PHCs. hygiene.
They are also faced with circumstances in which people come only
for the vaccination certificate as it is required to show at many public
places because of government mandate but refuse to take vaccine.

Challenges faced by nurses

As all the PHCs are faced with a serious capacity problem, majority
of its effects are faced by the nurses working in the PHCs. The
workload is very high for the nurses as they are administering around
100 doses per day. Since they are the one who interact with the
general population, they are faced with people who are reluctant to
take vaccine owing to low awareness. As per one nurse interviewed,
some people are negligent in taking vaccine even knowing the
devastating effects of corona virus just because they might feel pain
while injecting the vaccine or they might fell sick for a few days as
post effects of vaccination.

Challenges faced by Data Entry Operator

Data Entry Operator (DEO), even though not playing a role in the
administration of vaccine but are very crucial to the entire vaccination
drive. They are working alongside the nurses and doctors to
convince people to take vaccine by going door to door. In this door-
to-door exercise, they were faced with many challenges which
includes but not limited to humiliation by the people. They are often
being shouted upon and humiliated in the process of spreading
awareness about vaccine and convincing people to take vaccine.

Findings of beneficiary sub-category

Through a Quantitative study, a deeper insight on the bases of

demographics was attained. 45% of rural people have taken their

3
first dose whereas only 37% of urban people have taken first dose.
This can be majorly due to the expectation of more information by
urban people. In the category of religion, 19% of the Hindus have
been fully vaccinated which is only 7% in others. When it comes to
Caste, general category has the maximum stats in getting vaccinated
when compared to OBC and SC/ST. There is a clear difference
between male and female vaccination percentage. This can be
attributed as the first movers and risk takers were male. Likewise,
when it comes to age group, the middle-aged people from 43-67
were very conscious in taking first doze 65% whereas they have
faced some hesitancies in the middle which led to decrease in the
percentage of second doze 28%. Senior citizens, that is age greater
than 68 have recorded the highest in fully vaccinated which comes to
32%. (See annexure 1)

The final findings are expressed as the important challenges faced

by individuals which are responsible for people’s hesitation towards
Covid-19 Vaccine. (See annexure 2)

Findings of system sub-category

Everyone who got the two dosages thought the vaccination was
simply one more method for preventing the illnesses from spreading
and that it would ensure them against transmission. The health
workers are spreading awareness and was trying to make people
understand that they should wear masks and sanitise themselves
often and stay away from anyone who shows symptoms but still
people did not pay heat even the people who got both their doses’
vaccinations did not feel the need of social distance.

Possible Solutions

Possible Solutions for provider sub-category

Following are the suggestions which if taken can solve the problems
of the providers and increase the vaccination rate.

➢ Cross checking the voter's list with people who have not taken
covid vaccination and personally visit to convince them.

4
➢ Monitoring of rumours through WhatsApp messages so that
misinformation is not spread among the masses.

➢ Give the government aid after crosschecking the vaccination

certificate.

➢ Approach influential people in the locality (sarpanch, religious

priest) to spread awareness.

Possible Solutions for beneficiary sub-category

Initial solution could be to appoint a Vaccination Concealers, who

have deeper knowledge about all the accepts of vaccine, should be
assigned to each area and they should be made responsible to talk
to people in their locality and get them out of their zone, Secondly,
government can initiate to form an online community like Facebook
where people can post about their vaccination experience, guide
their peers about doubts about post effects and how to handle them
like home remedies etc. Community interaction about vaccination
can change the perception of people towards vaccines and when
they see their peers getting the jab, they will feel confident to get
their doze of vaccine with less hesitations. Reward system like
discount coupons for people who complete both the dozes in time.

Possible Solutions for system sub-category

Having interviewed various health workers and working on

quantitative data as well as qualitative data here are the few quick
suggestions that would work to make the job of the providers easier
starting with increasing the awareness among the people if a person
is not educated or literate the local language awareness speech can
be very helpful in order to change the mentality and the mindset the
existing population and also having a reward recognition for the
consumers who have already taken both the doses , more seminars
and orientation programs for the people in larger numbers to
understand about the vaccinations and the need of it an wadi staff
should spreading more awareness in the village from going door to
door, more acts (theatres) on streets in local languages for the
people who are not literate government engaging face to face

5
encounters with a village residents to provide more information in
terms of public general concerns.

TEV analysis

TEV analysis of provider sub-category

Solution 1: Cross checking the voter's list with people who have not
taken covid vaccination and personally visit to convince them.

Technical Feasibility: Since it just involves tallying two databases to

find outliers, it is technologically feasible. It will only require the
voter’s list database from the Election Commission of India and the
vaccination database. This can be done simply on MS Excel which
the current DEOs are working with.

Financial Feasibility: Since Data Entry Operator is working to compile

the vaccination database, the same person can be utilized to tally the
database with the voter’s list to identify the outliers. It will not incur
any cost on the government.

Operational Feasibility: Since the Government want to increase the

vaccination rate, this exercise can provide them the crucial data
about those who are not vaccinated yet and these people can be
individually targeted to understand what the probable reasons for
hesitancy are. Henceforth, Asha and Anganbadi workers can resolve
their doubts and convince them to get inoculated.

Solution 2: Monitoring of rumours through WhatsApp messages so

that misinformation is not spread among the masses.

Technical Feasibility: Since this is being done by local law

enforcement agencies to track down people causing social
disturbances, their scope can be increased to track those WhatsApp
groups which are responsible for spreading rumours about
vaccination. The required infrastructure is already present, so
technically the solution does not face any challenge.

Financial Feasibility: Since the infrastructure is already present, this

makes this financially viable as the Capex portion of the cost is
altogether removed. However, the scope of implementing the

6
solution nationwide might entail Opex which has to be taken under
due consideration.

Operational Feasibility: Implementing this solution will help to remove

the rumours on the ground and help government reach its 100%
inoculation target.

Solution 3: Give the government aid after crosschecking the

vaccination certificate.

Technical Feasibility: Government has infrastructure to provide

certain aids to impoverished section of population through ration card
etc., and they also provide vaccination certificates post taking the
vaccination, the person responsible for aids like ration can
crosscheck vaccination certificate before giving them the ration. It will
be a manual work with just a simple instruction provided to such
person.

Financial Feasibility: Since it will not involve hiring of any new person
or implementing technology, it will not bring any additional financial
burden.

Operational Feasibility: Since most unvaccinated people are

uneducated and belong to Below Poverty Line (BPL), this will
encourage them to go to their local vaccination centre to get
inoculated.

TEV analysis of beneficiary sub-category

Solution 1: Appoint a Vaccination Concealers for each area.

Technical Feasibility: Educating entirely about vaccines for selected

number of peoples would take time but its technically possible with
online videos and timed learning methodologies.

Economic Feasibility: Educating selected number of people does not

incur so much of cost. This can be easily done in a cost-effective
way.

Financial Feasibility: It could roughly cost less than thousand for a

batch of volunteer.

7
Operational Feasibility: Selected a limited people will be preferrable
but to appoint to each area we need large number of volunteers
which will be a little complex to handle in short notice.

Solution 2: Online Vaccination community (Like Facebook).

Technical Feasibility: As lot of community-basecamps are easy to

build nowadays, hiring an app developer will do the needful.

Economic Feasibility: Buying a server and launching the mobile app

in app store will be the cost which is quite manageable.

Financial Feasibility: Buying a server and launching an app in play

store will together cost around $125 which is approx. Rs.9298.31.

Operational Feasibility: As the saying goes ‘Catch the people where

they are’, this will be the best option to bet on as most of the people
spend quality time being online.

Solution 3: Tie-up with religious heads/ influencers.

Technical Feasibility: As the religious heads/ influencers maintain a

well establish corporate like structure, it will be easy to contact them
and have a tie-up.

Economic Feasibility: As it is the cause for greater good, influencer’s

fees can be negotiated.

Financial Feasibility: We can use contracts to make it financially

transparent and safe. Government can say their bid and negotiate as
it is for the greater good.

Operational Feasibility: As we can find a lot of religious head/

influencers in social media and ashrams, it will be easy to find one
and start with the negotiation.

Conclusion

The only relief from COVID-19 is the vaccination we have got but
even with the only possibility people tend to take chance which not
only endangers them but also others who are near and dear to them.

8
If only people understand this and come forward to take vaccination,
the situation can be brought under control even if there is a third
outbreak of virus. On the other hand, government also should take
calculated measures to nudge people to get vaccinated rather than
forcing them. A transparent system where vaccination is discussed
by government official and public people will help to understand this
issue from two sides of the coin.

Annexure 1

9
Annexure 2

10
A MIXED-METHOD STUDY TO
DETERMINE THE BARRIERS OF COVID
VACCINATION FROM COMMUNITY AND
PROVIDERS PERSPECTIVE: A STUDY
ALIGNED WITH SDG NO. 3: GOOD
HEALTH AND WELL - BEING

Dr. Nina Jacob, Prof. KJ George and Dr Guroubaran, Arava

Praveen, Jagadish Prasad, Pilli Kalyani, Nidhi D Shetty, Sagar
Sangaraddi, Isha Mukesh, Sanjay Menon, Samriddha Basu,
Mahalasa Shanbhogue, Simran Kaur (PGDM 2020-22)

Abstract

This study aims to identify the factors that encourage and discourage
people from getting immunizations. Vaccination camps are being
held at an extraordinary rate across India. People, on the other hand,
are hesitant to take vaccinations for a variety of reasons. The most
common reasons for refusing the COVID-19 vaccine were post-
vaccine fear of negative health effects and acceptance of information
conveyed through social media. People's perceptions were being
distorted because of this, causing them to be hesitant. Most people,
particularly in rural areas, believe that vaccination complicates their
normal life, employment, resulting in a lack of resources.

The objective is to have a deeper understanding of why people be

unwilling to take vaccines in Pan India and how are they are
influenced by political, socio-economical, friends, and families. Also,
to determine Enablers & Barriers for hesitancy in taking the
vaccination. The methodology also suggests that multiple enablers
make the consumer from taking the vaccine though major mitigations
are provided from the government’s end.

Key words: pandemic, vaccine, covid 19, immunization

11
Introduction

India was one of the world’s worst-affected countries due to the

COVID-19 pandemic. By August 2021, more than 30 million Indians
were infected and almost half a million died of COVID-19 infections
(World Health Organization, 2021). Like many other countries,
COVID-19 vaccines were granted emergency use authorization in
India in early 2021. However, vaccine rollout in India faced a
complicated path with political polarization, vaccine shortage,
misinformation and rumours, challenges with registration and
appointments, just to name a few. By July 2021, nearly 75 million
individuals were fully vaccinated translating to only 5% of the Indian
population being vaccinated. Amidst the raging wave of infections
and the suboptimal pace of vaccinations, little was known about
COVID-19 vaccination hesitancy in India.

Regional assessments of people’s preference for the COVID-19

vaccine remain a key in designing strategies to counter vaccine
refusal. However, there is a dearth of nationwide studies and reports
in India on the public’s perceptions of COVID-19 vaccination
preferences, willingness, and concerns. Thus, the purpose of this
analysis is to share results from one of the earliest and largest
nationwide assessments on COVID-19 vaccination willingness and
perspectives of the public in India.

Background

Cardiac Research and Education Foundation (CARE Foundation)

has been promoted by a group of medical scientists and technocrats
with the stated mission of making advanced comprehensive
healthcare affordable and accessible to all. CARE Foundation was
founded in 1997 and has its head office in Hyderabad. CARE
Foundation is a non-profit organization registered as a society under
Andhra Pradesh (Telangana Area) Society Registration Act-1365F.
The Foundation is run by a board of trustees comprising of eminent
medical professionals and scientists, dedicated to further the cause
of making tertiary healthcare available to the general masses of
India.

12
 Their missions is:

• To serve humanity by integrating skills in medical science,

technology, and patient care.

• To develop CVTI as an integrated product design, development,

and testing facility, for producing cost-effective medical products.

• To develop indigenous technology solutions for making quality

health care affordable and accessible.

Their visions is:

• To promote the development of indigenous products and systems.

• Adapting appropriate technologies and generating clinical skills.

• Removing barriers before patients access them through

Institutional partnerships.

Their focus is:

• Reduction in treatment cost by indigenization of medical products

and evolving appropriate treatment protocols.

• Equivalence with the state-of-the-art in terms of quality and

performance to generate skills.

• Achieve core competence through interactive techno-medical

development.

• System Integration of Medical Systems.

Objectives

The main purpose of our project is to develop a much closer

relationship with the public and within the local authority helping the
social issues and measures to be taken. Understood that abstract
uses as being particularly effective at that front-end about what are
we talking about. Is this a supply problem, is it a distribution problem,
is it a physician payment problem, is it something else, a much finer
set of options then appear applicable, and a much narrower

13
collection of things ought to be searched for in terms of evidence.
These are key interests to arise who could do something differently
in local or regional governments or regional health authorities or
medical associations or life insurance companies or whatever,
depending on the issue would present the findings of their research
and then we would start asking some questions about how people
could use this information in their workplace.

Problem Statement

The fight with Novel Corona Virus has not ended. The development
of vaccines is occurring at an extraordinary pace where many doses
were given to the people. It is also necessary to reach high coverage
rates. This Research is developed to determine the enablers that
make people take vaccinations and Barriers that obstruct people or
bring hesitancy in not taking the vaccine. The rate at which the
vaccination camps are held throughout India is unprecedented. Due
to this reason, the perception of people was getting manipulated and
bringing hesitation among them. Another case is where most of the
people especially those living in rural areas, feel vaccination brings
obstruction in their routine work causing a lack of money to survive
as it brings sickness and other side effects. Therefore, this study is
aimed to access the barriers that bring hesitancy in people and the
enablers that bring people to get vaccinated.

Methodology

The group was divided into 3 subdivisions to understand the

perspectives of the targeted group. The steps followed are

Literature review: As the group was divided into three different

categories i.e., providers, system-level, and beneficiaries, each one
studied five papers on the shortage of vaccines, garments, papers
related to vaccine hesitancy, and prepared an evidence table for
those five papers which provided some of the key factors which are
related to vaccine hesitancy such as demographic factors, social
factors, and psychological factors.

The quantitative study: A data set was shared by the CARE

(Individual-level data covid vaccine hesitancy 50%) comprised of

14
descriptive analysis of secondary data where we found out the socio-
demographic profile of the participating members(Total was 21999)
like which religion they belong to, the caste, type of house, type of
phone, exposure to social media, how many people have taken 1
dose, how many are fully vaccinated and how many have neither
taken any doses. These things were performed using a pivot table on
MS Excel and the result was presented in the ppt slides.

Fig 1

Fig 2

15
Qualitative study

There were different sets of questions for providers, system-level,

and beneficiary level. The questions were related to the respondent's
responsibilities, vaccine drive in their area, how the people are
responding about vaccination, what are the reasons why people are
hesitating to take vaccinations, supply of vaccines for their primary
health care centre, storage and wastage of vaccines, a target given
to them to vaccinate people and their work-life balance. Then we
created a mini plan like all the centres we are going to, by contacting
the Data entry operators. Once the interview was taken it was
transcribed which favoured us for Extracting thematic information
using the codes. Codes are nothing but the expression used for
different factors. For example, social factors consisting of religious
belief, political influence, widespread misinformation in social media
are a few examples. This is how the qualitative study was performed

Rationale

Barriers

• Financial barriers are that if a person gets vaccinated, he

will fall sick, and this might lead to breaking in his
business/Work for a few days.

• Lack of trust in the vaccine as it was approved in a limited

period.

• Lack of confidence in the effectiveness of vaccination.

• Conspiracy theory surrounding COVID-19 The widespread

Wrong Perception about the vaccine in social media i.e.,
fake news.

• After Effects of Vaccination during first dose and hesitancy

for the second dose.

• Side effects especially in case of Diabetes, Pregnant

Women, Diseased People.

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Enablers

• Strict Rules by the Government to make it a mandate for

every individual.

• Enabling people only after they show vaccine certificates,

especially in shopping malls, Movie theatres, etc.

• Making a rule especially in Corporate to make it mandate by

connecting with Salaries.

• More Evidence Showed that vaccine is safe for every

Individual

• Awareness programs by the government for even more

widespread

Scope and Coverage

This project was to enable different people in different fields and get
to know their views about covid, covid vaccinations, and why or why
they did not take the vaccines. The results helped the team
understand why certain people do not take vaccines and why do
people take them. The findings also threw light on different situations
under which people took decisions and their take on what the
government can implement to help common people gain information
about the vaccines. For instance- monetary issues, lack of
understanding about covid, family influence, and so on. The scope of
the article helped in understanding problem areas and areas of
improvement by the people and by the government personnel.

Project execution

Vaccine acceptance is primarily explained by an interest in personal

protection against COVID-19, while concern about side effects is the
most common reason for hesitancy. It kickstarted with an
introduction about the organization CARE India that is widespread in
PAN India. The caretakers of India started elaborating about their
integrated evaluation system (DEPTH-Digital Evaluation platform for
Progress Tracking Holistically) and the objectives expected to

17
complete in SIP. Later, discussed sources of data in public health
and the importance of data in the health sector. Generating the
Background Knowledge with literature review. Provides an overview
of current knowledge, allowing to identify relevant theories, methods,
and gaps in the existing research with understanding the hypothesis,
evaluate sources, identify themes, debates, and gaps (Evidence
table), write a literature review. We divided into teams of 11 in 3
distinct groups. The team is dispersed with assigned topics and
decided to revitalize with a set of basic questions to interview the
target people with deep brainstorming discussions. The team-wise
split is as follows:

i. Provider Level – 3 members

ii. System Level – 3 members

iii. Beneficiary Level – 4 members

• Creating objection in the conversation. E.g., We are happy

to connect with you for a good purpose coming ahead.

• Following to objection making anchor in the conversation to

elaborate the rate of conversation. E.g., That is wonderful

• After that making disrupted the conversation according to

our topic and touched the subject gradually highlighting the
key points in it. E.g., Anytime you get great service you
should never think about changing.

• After disruption asks framework which provides the space

to what we wanted and conviction process. E.g., How about
the current situation

• Ultimately driving the interview with how we wanted this the

whole idea followed to extract the output from the
respondents.

Provider level is intended to interview the people who belong to this

category DEO, Nurses, Care Staffs. System-level includes the
people who belong to this category Doctors, Asha workers, Nurses,

18
Frontline workers. The beneficiary level will interview the people who
belong to this category Public.

Provider level is assigned in the collection of qualitative data that

involves depth-interviews as a primary data model. This is performed
by recording the interviewee audio, making important notes,
referencing sources and evidence by health issue certificates, and
then taken to transcribing the interviews into word documents
working as a group within 24 hrs of completion of interviews.
Obtaining the best possible information from the recording for
quotation column extraction. Extracting thematic information doing
basic coding in Atlas Ti – guided by the NGO mentor and the NGO
internship management team.

Key Takeaways and Findings

• Most of the people were miscommunicated with the wrong

information about vaccination, especially on social media

• Most of the people who have visited have the same reasons
as lack of confidence, mistrust in vaccine & health system

• Some religious propaganda spread to not take the vaccine

• Many people believe that taking a virus doesn’t heal them

and are afraid of the virus, they believe that they don’t get
affected by covid, had been affected by Covid a few months
back.

• Especially for people who are diabetic, have health issues,

and pregnant women, have much fear about vaccine

• People are afraid about vaccine safety & effectiveness

• Supply of Vaccine to all PHC is adequate, more than

required and there is no storage issue related to vaccine

• There is a wastage of vials happening but not at a

considerable level

19
Recommendations

Many things can be done to improve the rate of vaccine hesitancy

and some recommendations that exist in the community are that we
need to develop better communication strategies that will ensure the
right and useful information is going to everyone, especially the ones
who cannot go and get it. Campaigns about vaccine benefit and
make them aware of the importance of vaccines. Additionally, to
enhance the speed of vaccine acceptancy, the widespread of false
news needs to be limited. The government needs to make a serious
intervention and work with social media companies to be able to flag
accounts and websites which are spreading rumors about the
vaccine.

Conclusion

It was a great learning experience from the Thematic data which we

have collected throughout our interviews. We were able to identify
the psychology and the level of thinking of people in different socio-
cultural backgrounds. As India was the worst affected country during
covid there was widespread political polarization, misinformation,
and rumours against vaccines in various parts of the country.

Effective communication is an important tool to influence vaccine-

hesitant people. Health workers and govt officials are the most
trusted advisors of vaccination. There needs to be proper
knowledge, attitude, skill to these people so that it will be easy to
understand and acknowledge the concerns of the common people.
Finding the right target group is the first step, then there should be a
two-way dialogue by gaining trust.

We find heterogeneity of vaccine uptake across different regions in

India is correlated with demographics and socio-economic factors.
As COVID-19 vaccination for children is being developed and is in
the pipeline, evidence on spots of vaccine hesitancy from our study
could be of huge significance for the COVID-19 vaccination drive in
India. Evidence on vaccine uptake and vaccine hesitancy from
India’s massive vaccination drive can also serve as an important

20
lesson for COVID-19 vaccination in other LMICs and for better
preparedness for future public health outcomes.

Future Implications

Pandemics are frightening, life-changing events that influence much

more than our health and daily lives, as we are seeing with COVID-
19. Vaccines defend against diseases that can spread into
pandemics, and by vaccination regularly, diseases can even be
eradicated. We conducted interviews in and around Bangalore as
part of the social immersion Project. The CARE Foundation
instructed us to contact Lasika Data Entry Operators (DEOs) to
obtain information regarding people's vaccinations. Information,
midwives are essential to increasing awareness of Covid
vaccination. To increase awareness, appropriate healthcare workers
should be encouraged to actively inform target groups about
available, additional vaccinations

Select Bibliography

1. WHO Immunization Agenda 2030.

2. World Health Organization. World Health Statistics 2017:

Monitoring health for the sustainable development goals.
World Health Organization. Geneva; 2017.
116.Globalisation and Health Journal.

3. Graham BS, Sullivan NJ. Emerging viral diseases from a

vaccinology perspective: preparing for the next pandemic.
Nat Immunol. 2018;19(1):20–8.

21
22
TO EXAMINE PROBLEMS RELATED TO
ELECTRICITY AND HEALTH IN TRIBAL
VILLAGES OF HUNSUR: A STUDY
ALIGNED WITH SDG NO. 3 AND 7: GOOD
HEALTH AND WELL-BEING,
AFFORDABLE AND CLEAN ENERGY

Prof. Zenia Nanra, Dr. Supriyo Ghose and Aditya Gupta, Apurva
Suman, Arkajit Safui, Aswath S, Bidisha Mukherjee, Gokulakannan,
Manshika Dhengra, Pratham Pai, Situ Rani (PGDM 2020-22)

Abstract

Electricity and health are two independent and interconnected ideas,

and possibly the most discussed political and sociological problems
on the planet. They frequently appear at regional and worldwide
philanthropic conferences, but the magnitude of the problem
continues to be the same for many developing countries with
insufficient social security and vast populations. Access to electricity
has the potential to improve socioeconomic conditions in developing
nations by impacting crucial factors such as poverty, health,
education, income, and the environment.

According to reports, one of the biggest hurdles to the area's

economic development is a lack of access to energy, specifically
electricity. The project's team contends that there is a clear link
between rural poverty and lack of access to power, as electricity is
required for productive activity. During a pandemic, one of the major
variables that could speed up the process of flattening the curve is
educating individuals, especially those from high-poverty areas,
about health and personal cleanliness. Electricity, hunger, a lack of
quality education, sanitation, cleanliness, and economic growth are
only a few of the most pressing challenges in our society.

23
Keywords: electricity, health, well-being, mental care, society care,
solar panels

Introduction and Background

Electricity has been one of the most important necessities we've

demanded since our independence. This necessitates the
construction of roads, potable water, a mobile network, hospitals,
and schools. India's government announced in 2018 that the country
has reached 100% electricity. However, over thirty million people in
India do not have access to power, and half of the remaining
population has access to electricity for only 8–10 hours. Many
programmes to electrify India's rural villages have been launched by
the national and state governments, but almost all have failed or only
succeeded on paper.

The most common and exciting of all the energy sources that power
our modern world and lifestyle is electricity. The ubiquitous nature of
electricity, more than any other infrastructure, may have hampered
the understanding of its biopolitical significance. Electricity was then
used in a range of domestic goods, including electric lamps and fans,
as well as televisions, stoves, and mixers. In terms of rural people's
lifestyles and basic habits, electricity thus plays a minor role in their
lives.

On the other hand, according to the World health organization

(WHO), “Health is defined as a state of complete physical, mental
and social well-being and not merely the absence of disease”. It is
not enough to eat well-balanced meals to be healthy. Health is no
longer a top focus, and individuals in rural areas lack basic hygienic
knowledge.

Our project research taught us the importance of:

i) Uninterrupted electricity supply across the villages.

ii) Developmental activities to promote personal hygiene and self-

care.

24
Problem Statement

Tribal villages in the western side of Mysore city (Hunsur) have

significantly faced electricity and health-related issues over a period

➢ Examining the gap between availability to electricity and

household adoption gives for a better understanding of the
supply-demand issues that characterize the lag between
village electrification and family decisions to connect.

➢ Lack of connection reliability deters households from

embracing electricity, disincentivizing distribution providers
and hurting rural electrification investments.

➢ There is a shortage of basic amenities including

cleanliness.

Objectives

The Belaku Trust is a charitable organization that operates in rural

Karnataka, India. The major purpose is to help Kanakapura Taluk
residents get the skills and confidence they need to help themselves
and improve their situation. Encourage efforts that encourage
individual and community participation to achieve beneficial results.

The approach is based on combining thorough research with

programme implementation. The foundation for our intervention
programmes is key research that tackles locally relevant concerns.
As a result, field projects provide significant data that may be
disseminated widely and used to guide policy design, as well as new
issues.

Some of the notable objectives are

• To enhance village-level health and development by involving

community-based people's organizations and Panchayat Raj
Institutions (PRI).

• Investigate health-care practices, service delivery systems, and

socioeconomic, cultural, and environmental elements that affect
health and well-being.

25
• To assist and train health and development staff so that they can
better fulfil their responsibilities.

• To continuously assess the efficiency of our electrical supply and

manage its operational requirements.

Methodology

• Students and faculties were involved in data collection,

which was done in a disciplinary manner.

• The team, which has a total of ten members, brings

together a wide range of experiences from many sectors to
address the problem of electricity and health, allowing for a
better knowledge of a variety of features of the cases
analysed and the recommendation of solutions.

• A qualitative study was conducted by creating a structured

questionnaire and recording responses from the villagers
through interviews.

• The goal of this qualitative experimental study was to learn

about the challenges and gaps that the Hunsur village
residents confront when it comes to energy.

Execution

• The Belaku foundation tasked us with working on energy

and health issues in the villages of Hunsur taluk, Mysore
district, Karnataka.

• We had to go to 8-10 communities to learn about the

primary challenges. We as a team identified eight
communities to work on and decided to go on a field trip to
gather all the necessary information.

• We chose to visit four towns per day and learn about the
local situation by talking with the residents.

26
 • The goal of this qualitative experimental study was to
discover the gaps in the Hunsur village people's
understanding of energy issues.

The villages we visited are as follows:

Kolavigehadi Village

This village is around 5 kilometres from the gram panchayat of

Doddahejuru. The community has approximately 850 residents. The
residents are Jenu kurba, or honey extractors. For a living, the
people mostly labour in coffee estates on a daily pay and extract
honey.

Problems Faced

❖ Majorly poor electric supply

❖ Not able to afford electricity bills

❖ Poor maintenance of electricity

❖ Sanitization

Recommendations

❖ A unit of electricity board between villages for regular

maintenance.

❖ Special allowance of free units for the people.

Chikkahejuruhadi Village

The Doddahejuru gram panchayat also includes this village, which is

1 mile distant. The population of this village is estimated to be
around 200 people. The residents of this area are members of the
Jenu kurba honey extractor community, who are primarily working in
coffee farms or who extract honey for a living.

27
Problems faced

❖ No clean drinking waters.

❖ Poor water supply.

❖ Poor electricity supply and maintenance.

Recommendations

❖ Building an overhead water tank under the allowance of

gram panchayat.

❖ A maintenance unit of electricity board between villages.

Madahalli Village

The locals are mostly from the Jenu kurba community and rely on
honey extraction for a living. Only a few people from this village work
in coffee estates, and most of them raise their own crops for a living.
This settlement has a population of around 200 people. Keranguru
gram panchayat governs this village. The gram panchayat is roughly
7 kilometres away from the village.

Problems faced

❖ Frequent power cuts.

❖ No proper electricity supply

Recommendations

❖ Visit by electricity board to repair the fault in line as well

provide electricity to each house.

Dasanpura Village

This village is part of the Keranguru gram panchayat and has a

population of about 200 people from the tribal community. These
folks prefer daily wage work in coffee farms and fields, as well as
growing crops for their own consumption. Most of these people rely

28
on daily salaries to survive. The gram panchayat of this village is 5
kilometres away.

Problems faced

❖ No clean water for daily usage.

❖ Electricity bill isn’t affordable.

❖ No ambulance facilities are available in case of emergency.

❖ PHC Is too far from the village.

Recommendations

❖ The gram panchayat must take steps to ensure that the

locals have access to safe drinking water.

❖ Free units for the tribals

❖ The government has an ambulance for public use, and the

grame panchayat should consider providing this service as
well.

❖ Local governments must work to establish another PHC

between the villages.

Kerehadi Village

This community is located 3 kilometres from the Doddahejuru gram

panchayat. The Jenu kurba village, which also extracts honey for a
living, has a population of roughly 175 members. In comparison to
other villages, the people of this hamlet are in better shape since
they can afford energy costs, own some electric gadgets, and have
access to clean water.

Problems faced

❖ There are no suitable roadways, which causes

complications during medical crisis.

29
Recommendations

❖ A primary health care centre (PHC) will be built between

settlements, and an ambulance service will be established.

Bharatwadi village

This village, which is part of the Doddahejuru gram panchayat, has

250 residents who are members of the Jenu kurba community who
also farm. This village is also not impoverished, as the residents can
pay their energy bills and own certain electric appliances.

Problems faced

❖ No proper toilets

❖ Dirty drinking water

Recommendations

❖ The toilets that were built are not in working order and must
be repaired.

❖ The government can add more employees to current PHCs

to improve patient care.

Veernahosahalli Village

This settlement has an estimated population

of 180 individuals who are members of the
Jenu kurba community and earn a living by
harvesting honey and working in coffee
fields. This is part of the Doddahejuru gram
panchayat, which is 3 kilometres from the
gram panchayat.

Problems faced

❖ No proper toilet

30
Recommendations

❖ Providing toilets under the govt scheme to maintain their

health and hygiene.

Vijayagirihadi Village

This village is located 4 kilometres from the Keranguru gram

panchayat and has a population of 200 people. All are tribal
members who work in coffee estates, farms, and raise crops for their
own consumption.

Problems faced

❖ No proper toilet

❖ Poor electricity
supply

Recommendations

❖ Construction of
proper roads

Key Takeaways

We realised that SIP isn't

about credits, but for the I
people around us, for overall
social well-being. People had
a great sense of hope when
they saw us, and they
reacted immediately to all of
our inquiries and expressed
all of their difficulties.

These experiences not only

taught us about diverse
societal concerns, but also

31
helped us grow as individuals. We also recorded conversations with
village residents to have a better understanding of their daily
hardships and problems.

way we can because the joy you gain from doing so cannot be
measured.

Interview Attachments

1. Interview-1_vimeo

2. Interview-2_vimeo

Taking Forward

➢ T Spending our vacations with such folks, learning about

their issues and working to improve their lives year after
year.

➢ Writing about social concerns to raise awareness and seek

solutions.

➢ As part of our CSR initiatives, we donate and contribute.

➢ Using our friends and relatives to help NGOs identify such

folks in and around villages.

Recommendations

• Under the Free Electricity Scheme, villages that can

withstand simple items like a lamp and a table fan can
receive 50-100 units of electricity per month.

• Uninterrupted power supply by installing solar panels

throughout the village.

• Creating several suppliers for tribal settlements to sell their

products (honey, corn, and vegetables), allowing them to
earn money on a daily basis.

• Trying to reach out to local MLAs and MPs to request a

special electricity allocation for tribals on a quarterly basis.

32
 • Gram panchayats provide ambulance services to every
village in Hunsur taluk, as well as safe drinking water.

• The gram panchayat and villages each have their own

Primary Health Centre.

Conclusion

The visits to the villages provided us with valuable insight into how
the project must proceed and what our role is in it. This initiative and
the visit have given us all new perspectives.

The need to generate and use more energy is self-evident; the

question is how to do so with the least degree of environmental
impact. The first stage is to match the quality of existing energy to its
end-use using a sustainable energy model (Biogas).

Cheap electricity has always been taken advantage of in illicit ways.

For low-quality uses like heating, cooling, and cooking, solar and
wind power can be converted to electricity.

We may attain a good quality of life with a fraction of the energy we

consume now if we carefully match energy quality to usage and
improve demand-side management.

If there is adequate awareness and understanding about health and

nutrition, the people of these villages can live in peace. We have a
possibility to make an influence without disrupting this equilibrium if
we take small efforts towards this approach of awareness through
entertainment.

Select Bibliography

1. https://www.livemint.com/Opinion/

2. teriin.org/opinion/rural-electrification-challenges

3. cairn.info/revue-d-economic-du-development

4. https://www.forbes.com/sites/suparnadutt

5. http://www.belaku.org/

33
34
ESTABLISHING AND OPERATING A
CROWDFUNDING PROGRAM IN
ASSOCIATION WITH BAL UTSAV: A
STUDY ALIGNED WITH SDG NO. 4:
QUALITY EDUCATION

Dr. Parmeshwar HS, Dr. Navodita Mishra and Amit Pani, Adisha
Agarwal, Aldrin Dcruz, Anusha C, Nivedita Ray, Priyam Raj,
Priyasha Singh, Sibiya Chinnadurai, Somya, Vishal M Rao,
Sayantan Ghosh (PGDM 2020-2022)

Abstract

SIP aims to raise students' awareness of the plight of socially

disadvantaged people. Students spend time with the less fortunate to
connect with them and understand their situation. The JAGSOM
student team launched our 'Sahaara' crowdfunding campaign in
collaboration with Bal Utsav for their Ishaala programme. Bal Utsav
provides India's youth with hands-on learning opportunities. Our
efforts are focused on issues that affect different parts of society
while keeping sensitive to various geographies and backgrounds.
We would be remiss if we did not state that we value honesty and
are always honest and frank in our thoughts and actions. People
might donate any amount to aid the youngsters on the Bal Utsav
website.

The team had to work on behalf of the iShaala cause and the
"Sahaara - Building Journey to Excellence" crowdfunding campaign.
Our motivation for starting a crowdfunding campaign was to allow
individuals to donate whatever amount to help the youngsters with
their education.

Key words: children, education, literacy, peer learning, crowdfunding

35
 Crowdfunding industry

Crowdfunding is a means of raising finances for a business,

organisation, or non-profit organisation by soliciting modest
donations from many individuals. Equity investment, peer-to-peer
lending, reward-based, donation-based, and hybrid crowdsourcing
models are among the ways it provides financial support. It is
primarily carried out via websites and social media channels.
Crowdfunding eliminates the need for banks or venture capitalists by
providing direct market access. It is viewed as a scalable, adaptive,
and efficient fund-raising alternative when compared to traditional
tactics.

Introduction

We were assigned the topic of Crowdfunding with Bal Utsav as part of our
JAGSoM Social Immersion project. We were an 11-person team that
created a marketing campaign to generate donations for children in India
to receive life-changing education. Bal Utsav assists in the revitalization of
government schools to provide millions of youngsters with life-changing
education. Bal Utsav connects citizens, civil society organisations,
corporations, academia, the media, and the government through a range
of online and physical ways. There are focal areas that address issues
that affect individuals from all walks of life while also being sensitive to
different geographies and backgrounds. It would be irresponsible of us not
to mention that we value honesty and transparency in our thoughts and
actions.

They have several flagship programmes, including Sampoorna Shaala,

iShaala, and Dayitva, through which they attempt to gather cash and
assist these youngsters in receiving a decent education that they are now
lacking.

Sampoorna Shaala from Bal Utsav

Sampoorna Shaala is a model school for large schools with over 500
students that is Innovative, Inclusive, Interactive, Internet-Powered, and
Inspires Communities. Sampoorna Shaala is a landmark urban India
initiative that provides a holistic intervention to revitalise Government
schools, benefiting millions of children through focused and long-term

36
investments in school infrastructure, teacher development, scholarships,
and WaSH (Water, Sanitation and Hygiene).

Dayitva for Bal Utsav

Bal Utsav has a humanitarian mission. The Dayitva (Responsibility)

operation focuses on our cutting-edge catastrophe planning, response,
and recovery programme, which has a specific emphasis on children and
their families. It is geared and ready to respond to any disaster within 48
hours. They are committed to supporting those in need and will do all
possible to help them.

IShaala for Bal Utsav

iShaala is a model school for small schools with fewer than 100 students
that is Innovative, Inclusive, Interactive, Internet-Powered, and Inspires
Communities. iShaala strives to unite the world around the idea that
#EducationMakesAllTheDifference. The following interventions are carried
out in various IShaala around India: -

• School Infrastructure: They aided schools in the repair, building,

and maintenance of their facilities to ensure that all of their pupils
have access to a safe and healthy learning environment where
they spent more than half of their day.
• Teacher Development: Bal Utsav assisted in the development of
age-appropriate course materials for the students. Students will be
taught by trained teachers using novel interactive approaches, and
they will have a platform to study and upskill their expertise.
• Scholarships: Bal Utsav assists in offering scholarships to students
who otherwise would not be able to pursue their higher education,
as well as educate those students, therefore catering to the
complete lifecycle from childhood to livelihood.
• WaSH (Water, Sanitation, Hygiene): Bal Utsav assisted in ensuring
that students have access to clean water, a private bathroom, and
appropriate hygiene habits, all of which contribute to improving
students' lives and preserving their health.

37
 Project objective

The Immersion Pathway's objective, or the goal of SIP, is to produce

solutions that will result in Positive Social Change. The research for this
paper is part of a wider project and is a continuous process, though it is
still in its early phases. The problem statement: To what extent does the
crowdfunding and sustainability effort help to unlock the potential of
crowdfunding to assist sustainable development? Having a fundamental
understanding of the crowdfunding platform, researching the prospects of
crowd financing education, and analysing people's attitudes toward
crowdfunding education.

• Creating a Crowd Funding Program

• Managing and Operating a Crowd Funding Program
• Collect Rs100000 Funds within the given Timeline (9 days)
• Promoting Bal Utsav and iShaala in social media through posts
and videos in LinkedIn, Instagram, and WhatsApp
• Promoting our cause Sahaara through posters, posts, and blogs on
social media.

Linkage to UN Sustainable Development and Applicable Goals

The Sustainable Development Goals or Global Goals are a collection of

seventeen interlinked global goals designed to be a "blueprint to achieve a
better and more sustainable future for all". The Sustainable Development
Goals (SDGs), were adopted by the United Nations in 2015 as a universal
call to action to end poverty, protect the planet, and ensure that by 2030
all people enjoy peace and prosperity. They are intended to be achieved
by the year 2030. At its heart are the 17 Sustainable Development Goals
(SDGs), which are an urgent call for action by all countries - developed
and developing - in a global partnership. They recognize that ending
poverty and other deprivations must go together with strategies that
improve health and education, reduce inequality, and spur economic
growth – all while tackling climate change and working to preserve our
oceans and forests.

Mission statement: "A blueprint to achieve a better and more sustainable

future for all people and the world by 2030"

38
Bal Utsav follows 2 Sustainable Development Goals provided by United
Nations i.e., SDG 4 and SDG 6. SDG 4 – Quality Education: This ensures
inclusive and equitable quality education and promotes lifelong learning
opportunities for all. SDG 6 – Clean Water and Sanitation: Ensure
availability and sustainable management of water for all.

SDG 4 has ten targets which are measured by eleven indicators. The
seven "outcome-oriented targets" are free primary and secondary
education; equal access to quality pre-primary education; affordable
technical, vocational, and higher education; increased number of people
with relevant skills for financial success; elimination of all discrimination in
education; universal literacy and numeracy; and education for sustainable
development and global citizenship. The three "means of achieving
targets" are: build and upgrade inclusive and safe schools; expand higher
education scholarships for developing countries; and increase the supply
of qualified teachers in developing countries.

Targets

1. By 2030, ensure that all girls and boys complete free, equitable,
and quality primary and secondary education leading to relevant
and Goal-4 effective learning outcomes.
2. By 2030, ensure that all girls and boys have access to quality
early childhood development, care, and pre-primary education so
that they are ready for primary education.
3. By 2030, ensure equal access for all women and men to
affordable and quality technical, vocational, and tertiary
education, including university.
4. By 2030, substantially increase the number of youth and adults
who have relevant skills, including technical and vocational skills,
for employment, decent jobs, and entrepreneurship.
5. By 2030, eliminate gender disparities in education and ensure
equal access to all levels of education and vocational training for
the vulnerable, including persons with disabilities, indigenous
peoples, and children in vulnerable situations.
6. By 2030, ensure that all youth and a substantial proportion of
adults, both men, and women, achieve literacy and numeracy.

39
The six "outcome-oriented targets" include Safe and affordable drinking
water, ending open defecation and providing access to sanitation and
hygiene, improving water quality, wastewater treatment, and safe reuse,
increasing water-use efficiency and ensuring freshwater supplies,
implementing IWRM, protecting and restoring water-related ecosystems.
The two "means of achieving" targets are to expand water and sanitation
support to developing countries and to support local engagement in water
and sanitation management.

One in three people lives without sanitation. This is causing unnecessary

disease and death. Although huge strides have been made with access to
clean drinking water, lack of sanitation is undermining these advances. If
we provide affordable equipment and education in hygiene practices, we
can stop this senseless suffering and loss of life.

Findings and recommendations

Crowdfunding has already been shown to be a viable method of acquiring
or investing money. Crowd fundraising platforms have been used for a
wide range of initiatives, according to our findings. These platforms cater
to all, from funding technology to cinema, music, art, health, poverty,
sports, education, and pet care, among other things.

Levels of awareness: Individual contributions have recently evolved to

unite individual donors in favour of a similar cause, resulting in a wave of
support. Furthermore, with its reach and popularity, social media has
created an unequalled forum for garnering support for issues, for anybody,
anywhere in the globe. This idea is supported by the phenomenal growth
of crowd fundraising systems. Despite the increasing number of incidents
of funding via large usage of social media, most respondents appeared to
be unfamiliar with the phrase and the expanding popularity and projects
that were funded.

Desire to contribute: When asked about their willingness to donate to

crowdfunding for projects involving their interests and those that fit their
preferences, it came as a surprise. Most respondents expressed a
readiness to contribute funds to social causes, particularly those that
entailed assisting the poor and needy. Crowdfunding is still a financial

40
mechanism in flux. It's impossible to predict what the world will look like in
five years, but it's also tough to imagine a world without crowdfunding.

Crowdfunding education: There are many reasons to consider

crowdfunding in today's world, including entrepreneurial initiatives, social
causes, higher education, music albums or videos, gigs and festivals,
publishing books, major events, or college projects. However, in India, the
most common method of obtaining finances is through rewards or returns-
based fundraising. When asked if they were willing to assist educational
causes, the respondents stated that they would undoubtedly contribute to
the cause of educational advancement. When asked about the factors
influencing their decision to contribute to education, respondents indicated
that they would like to fund children from low-income families who are
academically successful.

Challenges

• Generating awareness to the common public and raising funds

• Identifying the most effective way of enhancing the reach

• Generating awareness in offline mode

• Involving corporates in the process

• Time constraint

Alternative feasible solution

Our inexperience in crowdfunding meant that we would make some

mistakes or there was the possibility of not reaching its full potential.
Understanding the process and execution of the crowdfunding campaign
in a short time of 9 days was something that required a sleek design of
timeline and deciding the right channels for optimal results. Our team of 11
made a valiant attempt at drafting a successful crowdfunding timeline and
working out on platforms that would yield maximum benefit to the cause.
We have mentioned these parts above, but there are possibilities of
improvement we can think of post the crowdfunding experience.

41
Conclusion

One must see the struggle; many children go through to get the basic right
of education in our nation. This social immersion program has helped
shed light on the many difficulties these children go through which would
have crossed my mind otherwise. Working closely with Bal Utsav, we
realized how fortunate we were to have received all the comforts of life a
child could wish for, and yet thousands don’t even have adequate books
or even a classroom to sit in. Our collective goal as a team was to help
change that scenario for as many children as we could, and I am proud to
have been a part of Sahaara. The Indian educational section is highly
organized only when it comes to the higher strata of society, when it
comes to the less fortunate the system is highly disorganized and
inefficient, with the help of Bal Utsav we were able to acquire 11200 Rs in
just 10 days with the help of a crowdfunding campaign. This social
immersion program has been pivotal to each member of our team when it
comes to fully understand the need and difficulties of undertaking social
causes and helped us be more socially responsible.

Exhibit 1: Posters shared on the social media platform

Exhibit 2: Videos shared on social media

42
Select Bibliography

1. https://www.researchgate.net/figure/Map-of-India-showing-
the-region-of-Karnataka-where-the-study-was-conducted-
Used-with_fig1_8009315.

2. https://www.unido.org/our-focus/advancing-economic-
competitiveness/competitive-trade-capacities-and-
corporate-responsibility/corporate-social-responsibility-
market-integration/what-csr.

3. https://www.instagram.com/balutsav/.

4. https://balutsav.org/.

43
44
CORPORATES EXPECTATION FROM
RURAL HANDICRAFTS: A STUDY
ALIGNED WITH SDG NO. 8: DECENT
WORK AND ECONOMIC GROWTH

Prof. Soumya Choudhury, Dr. Mafruza Sultana and Aparajita

Mukherjee, Neha Tewari, Keerthi L, Divya Rao, Deepakh K,
Sandeep K, Sakshi Gupta, Shivangi Saboo, Kashish Gupta, Ronit
Roy, Palak C, Hardik Manchanda (PGDM 2020-2022)

Abstract

Tamala associates itself with fair trade practices which helps them to
generate rural income. These rural craftsmen have the skill level and
knowledge that has been passed down through generations which
has to be kept intact and alive. Even though Tamaala has made its
presence felt in the Government sector, the corporate sector is yet to
be explored. Past interventions have not bearded the desired results
yet. The modern-day corporates in India spend an average of
Rs.1,75,000 Crore in gifting be it to their clients or their employees.
The origin of these gifts is Chinese or European. Tamaala Art
Merchandise focuses on bridging the gap between rural tribal
artisans and the rest of the world. They are a keen supporter of the
Make in India initiative. To be precise the gifting industry is where
there is huge scope for Tamaala to percolate the rural handicrafts as
gifts. However, the corporate mindset in gifting across industries has
been sort of a puzzle to them.

In this Social Immersion Project (SIP), we as a group tried to

understand, analyse, and devise a solution or find out a pathway into
the corporate arena. This will help Tamaala get a deeper
understanding of the corporate mindset keeping in mind the gifting
industry.

45
Keywords: handicrafts, corporate gifting, rural, tribal artisans,
tamaala

Introduction & Background

Social Immersion Program is intended to sensitize students to the

plight of socially disadvantaged people associated with our SIP
Partner organizations. Students work on projects to first understand
the problem, defined scope and then find solutions with an
empathetic lens thereby nurturing the Emotional Quotient (EQ) which
is essential for all managers. They also learn to assess the Techno-
Economic Viability (TEV) of the Project by keeping in mind technical,
operational, financial, and economic feasibility. Finally, the project is
handed over to the Partner Organization with proper Change
Management and ensures its execution within defined timelines.

About Tamaala

Tamaala is a social entity founded in the year 2015 by Mrs. Suvarna

Kamakashi and Mr. Vinay Prashant. Their vision is to make Indian
handicrafts accessible to corporates and individuals across India.
They want to build a platform for impanelling existing and upcoming
artists from specific handicraft clusters across India namely Andhra
Pradesh Cluster, Jodhpur Cluster and so on. They believe that there
is a need to build awareness and increase the appreciation of
traditional and tribal art for target customers. They feel that artists in
India need a platform to showcase their talent given their role in
preserving our tradition which needs to be conserved. Their gallery in
Bangalore has an adequate representation of ethnic arts and crafts
from all over India, catering to audiences of all ages.

Through Tamaala they are currently supporting 150 rural and tribal
artisans at present, whose primary source of income is from Indian
handicrafts and handlooms. These artisans are highly skilled and
have knowledge about handicrafts and the skill is being transferred
from generation to generation.

46
Their handicrafts are shipped across the length and breadth of India.
Tamaala’s primary source of income is from the Government and is
currently also working on a project at the Bangalore International
Airport Ltd (BIAL). Tamaal's association with different clusters and
what they focus on:

• Kondapalli Dolls- Andhra Pradesh Cluster

• Thanjavur Thalayatti Bommai- Tanjore Cluster

• Jodhpur Cluster

• Jute from West Bengal and Kerala

• Mysore Craft Cluster

• Hoysala Temple (Hassan- Karnataka Cluster)

They have an active relationship of around 39 clusters in India. We

had the opportunity to meet with Mr. Vinay Prashant and understand
more about Tamaala. The insights and guidance provided by him
helped us in our project to work towards arriving at a feasible
approach and direction to progress.

Project Objective

The project was aimed at understanding the corporate buying

process and various factors that go into it.

The areas focused on were:

• The occasion for which gifts are bought

• Buying cycle- time taken to decide on the gift

• Decision-makers

• Thought behind the gift

• Who is the receiver of the gift?

• Do they prefer handicrafts as gifts?

47
Problem Statement

Rural handicraft is the 2nd highest employment provider after

agriculture in India.

Even though they were able to sustain for quite an amount of time,
the handloom industry, the whole, is being endangered and we as a
team were able to give them a few inputs from our research and
analysis to aid them in taking forward their actions in the right
directions.

Approach to the Problem

Research for Database

To make the one percent dent in the INR 1,75,000 crores market of
corporate gifting required an extensive database of companies
across various sectors.

The research began by convenience sampling of contacts in the

corporate sector and then reaching out further to suitable prospect
organizations to provide contact details of decision-makers in their
organization. Apart from this, a LinkedIn search was used to reach
out to other potential prospects.

A total of 284 companies were reached out to and responses were

gathered from 81 of these companies. The focus was on mid-sized
businesses, MSMEs and smaller start-ups.

Project Execution

The project execution was conducted based on an exploratory

research method. The entire exercise was done in a periodic and
orderly fashion. Basic research on the NGO organization which is
Tamaala Art Merchandise was executed by the team before visiting
the facility. Once the facility was visited, the team received good
knowledge on the industry and the expectations from the
organization and the NGO mentor Mr. Vinay Prashant. There was
also a variety of handicraft stock that was on display. The team also
had an initial brainstorming session with the faculty and NGO mentor
and discussed the outlook of the project. Subsequently, there were

48
discussions within the team on the plan of action, which involved
preparing a database and a pitch to gather the responses. The target
was to collate a list of roughly one hundred corporate contacts as
part of the database. Recent studies have indicated that the
corporate gifting industry budget is estimated to be INR 1,75,000
crores, the idea is to make at least a 1% dent in this corporate gifting
budget. To achieve the team had to create a sample database of
corporate companies across various sectors. The following days
were devoted to gathering data from the corporates to add a
perspective from them. Once the data was procured, an analysis
was done to capture the essence of the scenario. Following the
analysis, a short presentation was done to showcase the teams'
findings. In addition to the findings from the industry the team also
prepared a couple of actionable insights to the NGO organization as
to what needs to be done as the next step to target that 1%
corporate gifting budget.

Findings

About the Industry

Indian handloom and handicraft industry has been the backbone of

India’s rural economy for decades. It is one of the largest
employment generators after agriculture, providing a key means of
livelihood to the country’s rural and urban population.

To get a holistic portfolio of the industry, over two hundred and eighty
companies across 20 sectors, were reached out to.

Company Size

Most of the companies that were contacted were in the range of

above 1000 employees. The contacted MSMEs had an employee
strength between 1-1000.

Decision Maker

Based on the responses, the key decision-makers are usually the

HR Department followed by the individual department heads or the
CEO in the case of smaller companies. In some cases, a separate

49
employee engagement committee was formed, or a separate team
was designated to handle the gifting process. The entire buying
process finally requires approvals from higher authorities and
dealers.

Occasions for Gifting

It was found through the study that gifting is done mostly in the
following cases in corporates:

• Diwali, new year, Christmas, native festivals in which the

company has its branch

• Work anniversary

• Performance-based (promotion, retirement, or during exit)

• Birthday of employees

• Company’s personal achievement (getting big clients,

company’ anniversary)

• Other milestones

Gifting To?

• Employees- Employees are one of the important people

organizations look at when gifting. They want their
employees to feel satisfied and motivate them to work
efficiently. Organizations look at gifting something of
utilitarian purpose which can be of use to the employees.

• Mentors- Start-ups in the funding stage have mentors

guiding them and these organizations gift their mentors as a
token of appreciation.

• Clients- Organizations prefer giving their foreign clients

something which represents Indian heritage and culture as
well as which promotes the brand of the organization.

50
Time to Decide

Generally, organizations take minimum two days to a maximum of

one month to decide the gift. It depends on organization to
organization and the department which is doing the gifting.
Companies are even interested to switch to Indian Handicrafts are
even willing to order 1 month prior.

Time taken to decide on the gift is a crucial factor that Tamaala looks
at as it would enable it to plan accordingly.

Thought Behind Gifting

Gifting helps to strengthen bonds at the corporate level. Such an

effort made by organizations on milestones at work or on a personal
level helps employees form a personal bond, resulting in long-term
and meaningful relationships.

Gifting can be used by HR teams to build teams, recruit, and retain

personnel, and create a unique corporate culture on a variety of
occasions.

Here are a few examples:

•Annual Festival Gift by employer/vendor / mentee

•Celebrating a memorable occasion

•Top Performer Gift

•Gift for an anniversary or a special occasion (by employer or friend)

Budget

The budget for presents is decided by the business segment and

nature.

The companies that took part in the poll employed anywhere from 20
to over 1,000 people. Where the sentiment behind the gift was more
important than the cost. The average gifting amount per employee
was estimated to be between Rs 500 and Rs 1,500. Starting at Rs.
200 per employee and rising to Rs. 20,000.

51
Corporate’s Sentiment Towards Handicrafts

• The corporates said that they have already incorporated

handicrafts/handmade products in their gift hampers, resulting in
about 79 percent of the comments being favourable and prospective.

• They are willing to give handicrafts as gifts if they tell a narrative,

are unique, and reflect Indian ethnicity. • Some said they have
always wanted to explore but didn't know where to start.

• And just a few people consented to include one handmade item in

their hampers.

Recommendations

Sales Plan

A total of 284 companies were contacted for the study, with 81 of

them being connected. Overall, 64 favourable or prospective
responses have been received.

AIDA Funnel

A sales funnel was done that comprises 4 basic steps, that are as
follows:

Awareness- The "awareness" stage of the sales funnel is where

individuals first learn about the product or service. They may have
heard about you through advertising, social media, or word of mouth.
Tamaala as a firm may concentrate on raising awareness about the
items it offers to the 64 potential corporate clients we've contacted,
all of which have given us favourable and promising responses. The
company might reach out to potential customers by introducing them
to their website and informing them that the company exists and is
striving to sell handicrafts. They can communicate with customers
via e-mail. Tamaala's most significant task is to promote the products
on various social media platforms such as Instagram, Facebook, and
Twitter.

52
Currently, having a strong social media presence is crucial. The
company will be able to reach a larger audience in less time this
way.

Interest- Prospects will evaluate the company based on their level of

interest after learning about it. They'll consider the problem they're
attempting to solve and perform competitive research to ensure that
the company's answer is the best. Because most corporates have
stated that they are seeking for giving things that are utilitarian in
nature, Tamaala should offer products that are of significant value to
their clients.

Decision- To persuade a consumer to purchase a product, Tamaala

can provide a demo, free trials, or special discounts, all of which can
assist customers in making faster judgments. Sales pages and calls
assist customers in making faster selections at this level.

Action- The action step in the sales process is where the

organisation should focus on the product, their education,
engagement, and retention for new clients. It should create new
nurturing series for prospects and follow up with them after a few
months.

Positioning and Change Management

Tamaala can market itself as a social entity where handicrafts

symbolise Indian heritage and culture, based on the team's corporate
analysis and the sales plan. Corporates want to give their
clients/employees something meaningful and consistent with their
brand, so Tamaala may include the logo into its handicrafts. Even
though the team attempted to be comprehensive in terms of market
research (i.e., knowing what corporates anticipate from rural
handmade products and identifying key decision-makers in various
firms), they concede that more refining is possible. To begin with, the
empirical findings from the data obtained are applicable to other
organisations and circumstances. Second, the gathered data and
insights can be put to good use in identifying the appropriate point of
contact in various businesses to change the products offered as
presents, whether to employees or clients. Third, in terms of buying

53
behaviour of rural handmade products as gifts (essentially open to
the idea of giving handmade products as gifts), the responses
obtained from the comprehensive study from multiple organisations
in various sectors have been forecasted as positive, medium, and
negative, which will aid Tamaala in gaining new prospective
clientele. Fourth, based on the study's results, Tamaala has a clear
grasp of the expectations for handmade products. Ideally, Tamaala
can utilise these inputs to modify or adapt the handmade products (if
necessary) to meet the needs of corporates.

Our Suggestions (TEV analysis)

The following top recommendations for Tamaala seemed realistic

based on conversations with the companies:

Promotion of utilitarian gifts

The usefulness of gifts is a major criterion, which is why companies

prefer Chinese gifts or electronics.

• Economic feasibility- Tamaala has already branched out

into handicrafts that are more than simply showpieces, such
as coaster paintings, stationery, and an amplifier created
from fallen ivory wood and organic paint. As a result,
Tamaala has the resources necessary to examine this
option.

• Financial feasibility- Because these are existing Tamaala

items, cost should not be an issue. Traditional gifts might be
reserved for the government, while non-traditional things
could be targeted at businesses.

• Operational feasibility- To reach the target clients, Tamaala

will need to focus on product positioning and promotion.

Tie-ups with Government e-Marketplace (GeM) portals and

enhance transparency about operations

Many businesses hire gifting organisations to assist them with their

demands. A lack of knowledge about Tamaala's operations is also a

54
stumbling block. Several organisations voiced concerns about the
actual assistance provided to the craftspeople.

• Economic feasibility- Collaborations with gifting businesses

will expand their reach and reduce the time spent manually
searching for customers. Corporates will exhibit interest
only when they have learned about Tamaala's unique
proposition.

• Financial feasibility- Although increasing brand recognition

may cost Tamaala money, it is a critical component of every
brand and thus a very practical strategy to attract
customers.

• Operational feasibility- Tamaala's current approach for

entering the business sector includes establishing credibility
and attracting clients.

Incorporate the client’s brand in the hamper

The brand message is an important component of any business gift.

A customised card or statement from the firm as part of the entire
hamper would be preferred by corporates.

• Economic feasibility- Tamaala currently includes little cards

with products to explain the background of the products,
therefore adding the company message to the same card or
adding another card would not require any additional
resources.

• Financial feasibility- Although printing an extra card or

putting a personalised message to the reverse of each
existing card would incur additional costs, the cost will be
easily recovered from corporates.

• Operational feasibility- Adding the client's name, logo,

slogan, etc. is a very cost-effective approach to provide the
clients what they want without jeopardising Tamaala's brand
or disrupting current operations.

55
Ensure product quality, safe shipping

The product quality and safe packing are two important concerns
with handicrafts. It would be easier to establish trust if Tamaala could
guarantee minimal to no in-transit damage. Due of the epidemic and
the corporate presents provided via delivery services to employees,
concepts such as flat packaging are gaining traction.

• Economic feasibility- Tamaala may find it difficult to

implement this option because handicrafts come in a variety
of forms and sizes, and even putting them together requires
some experience.

• Financial feasibility- If Tamaala tries to incorporate this

concept into its products, either the entire product line or the
materials used in the products will have to be reviewed.
This will undoubtedly have an influence on costs, from
procurement to shipping.

• Operational feasibility- This solution is crucial to Tamaala's

overall strategy, as product quality is a critical concern for
businesses. If Tamaala gains credibility in this area, it will
undoubtedly open doors to many potential customers.

Future Implications

For decades, the handloom and handicraft industries have formed

the backbone of India's rural economy. People used to value Indian
handicrafts and the culture they represented, but now they don't. Due
to the tangible and intangible qualities of its artisan tradition, as well
as its geographical heterogeneity, India has a competitive global
advantage. India's craft industry has the potential to become a
billion-dollar market with the right support and economic climate. The
development of a systematic strategy that promotes the fundamental
importance of craft skills while simultaneously opening doors to
product design and manufacture will expand access to new markets.

56
Key Takeaways & Learnings

Though the project's goal was to analyse corporate buying behaviour

for rural handicrafts, it also allowed us to learn about and observe
the craftsmen' lives. And that was the project's singularity.

It was also discovered that rural artists make less than Rs. 10,000
per month on average, which is insufficient to maintain a family of
four; nonetheless, this does not prevent them from producing the
best handicrafts for customers. From getting the appropriate
materials in the correct quantity to getting the right equipment, these
artisans put forth a lot of effort.

People frequently fail to appreciate the life we have and wish for
more, yet they are unaware of the difficulties that the poor endure in
society. I was able to see and appreciate the minor things in society
because to JAGSOM's 10-day Social Immersion Program.

Conclusion

"There is no greater joy nor greater reward than to make a

fundamental difference in someone's life."

CSR initiatives are always viewed as a cost to the business.

Understanding the objective of such actions by recognising the
impact of a single phone conversation has been extremely beneficial
to us as future managers. Tamaala's brief voyage has instilled a
sense of responsibility for Indian culture and history.

Select Bibliography

1. Goswami, D., & Jain, D. (2014). Strategy for Sustainable

Development of Handloom Industry. Global Journal of Finance
and Management.
2. Hashmi, S. K. (2012). Market for Indian Handicrafts. Excel
Journal of Engineering Technology and Management Science.
3. Manjusmita, D. (2011). Buyers’ Preferences of Product Design
for Purchase of Selected Indian Handicrafts with Special
Reference to Orissa State. Manjusmita.

57
4. Niranjana, S. (2001). Appraising the Indian Handloom Industry.
Economic and Political Weekly.
5. Yadav, P., & Bhatt, J. A. (2016). The Sector of Handicrafts and
its Share in Indian Economy. Arabian Journal of Business and
Management Review.

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