A Drishtee-Idea competition was organized at Parkham Panchayat of Farah Block in Mathura District (Uttar Pradesh). The competition was organized by Drishtee Development & Communication Limited (DDCL) with the support of its sister organization "Drishtee Foundation" and a partner organization called PRANA-Stiftung Foundation. The idea behind the entire exercise and the competition was to understand the problems of the community, and to come to the conclusion i.e. "the main problem that is affecting the community as a whole and to find its unanimous solution. The concept was to involve the members of the community in identifying their one main problem and to find out its amicable/proper/profitable solution. Participation of the community members at every stage was deemed utmost important. So the idea of an IDEA Competition was devised and promoted at the execution field (Parkham Panchayat). Entry forms for the competition were invited from July 08, 2009 to July 16, 2009. The Announcement of winners was scheduled on July 19, 2009 in a village meeting, at Parkham Village, called Drishtee-Tarkash Vichar Manch.
Satyan Mishra & other Dignitaries at Drishtree Tarkash Vichar Manch in Parkham
There were various problems that have an adverse impact on the lives of the people living in Parkham Panchayat. The Panchayat has 5 villages and more than 5000 households. A well managed process was necessary to execute Drishtee-Idea competition. Process of Drishtee Idea competition was a well calculated process in which the execution team was ready with the mindset that they will have to go through the bunch of problems stated by the community members in the competition form. Arriving at one main problem among the proposed bunch of problems was not an easy task. Evolution of this entire process was a challenge. In which way the ideas of people regarding their problem should be invited was the main question. Some more challenging questions plagued the execution team during the process formation. Some of them were; how solutions related to the problems should be invited, how entries will be selected, what will be process of selecting the main problem or to lead the community to evolve a consensus on a common problem and its solution.
The execution team came up with the idea of organizing a competition in Parkham Panchayat. The competition was named Drishtee-Idea competition. It was decided that people will be encouraged to tell the execution team, according to their understanding, about one problem that is affecting the entire community and its suggested solution-as an IDEA. A proper form for inviting entries was developed. Promotional materials for promoting the entire event were designed. It included a letter to Gram Pradhan, seeking his consent for organizing the competition in Parkham Panchayat, Drishtee-Idea promotion banner, Drishtee-Tarkash vichar Manch Banner, Idea competition poster and leaflets. A trophy was arranged to felicitate the winner of the competition. Beside all these activities the execution team decided to give more than 50 consolation certificates and 100 participatory letters to the entries.
The competition forms were distributed in the Panchayat with the help of a Drishtee-CEEP franchisee Mr. Virender Singh of Parkham Village. The entire staff of Mathura division put their best efforts behind the whole process. Along with the local staff and some volunteers, people were made aware of the competition, its process and most importantly with the benefits to the community from the outcome of the entire process.
More than 200 forms were distributed during the timeline of the competition. More than 180 entries were received. Out of these 180 entries almost 150 entries were selected for the final round. The entries then were divided in three categories. The Best category with "A" mark, Good category with "B" mark and consolation categories with "C" mark. The winner and 50 other categories were given participation certificate and rest of the entries received letter of participation from Drishtee Foundation.
The Village Meeting
People at Drishtee Tarkash Vichar Manch in Parkham
The Drishtee-Idea Competition ended on July 16, 2009. The announcement of winners was scheduled on July 19, 2009 in a village meeting at Parkham Village. Parkham Panchayat is in Farah Block of Mathura District. This panchayat is 23 KMS from Mathura city and 5 KMS from Farah Block. The village meeting was organized under the banner of "DRISHTEE TARKASH VICHAR MANCH". It was village meeting cum discussion event. The entries collected during the competition were scrutinized and synchronized. The execution team led by Mr. Satyan Mishra, MD, Drishtee and Swapna Mishra, AVP, marketing & Communication introduced the dignitaries and the concept behind the entire process. A formal discussion started in the meeting in which participants were encouraged to share their views and concerns related to their cited problem and the idea to solve that problem. Many problems were highlighted during the discussion by the community members. Some suggested making Parkham a Historical place. The idea was that people will get opportunities of employment. Some cited the problems of damaged roads, lack of basic amenities, poor supply of drinking water, poor supply of electricity, lack of higher educational institutions, improper irrigation methods, law and order problem, lack of facilities and opportunities for the development of women community and many more other problems.
A group of Daily Wage Workers citied their problem of unemployment in a very unique way and with a proper example. The daily wage workers, better known as "Majdoors", told the gathering that they had to travel to Mathura for getting work. They earn hardly RS.150 a day. They spent RS. 50 on traveling and could hardly save a little bit of their daily earned amount. Their idea was to generate employment opportunities locally. A young student came up with the idea of setting a degree college to enhance the educational standards of the Panchayat. Some women participants suggested evolving modules for the benefit of women.
Satyan Mishra facilitating the program
The entire process of involving the community in identifying their one major problem and to evolve a beneficial solution was getting momentum. The execution team under the aegis of Satyan Mishra led the community to come to the conclusion of identifying their main problem that was affecting the entire community. Majority of participants and community members identified "Unemployment" as one of the most pinching problems. Most of the members wanted concrete efforts to control the growing clutches of unemployment. The Gram Pradhan of Parkham Panchayat Mr. Dharampal Pradhan was present during the entire session facing the community and sometimes answering the queries of the agitating members of the Panchayat.
Swapna Mishra making an important announcement at the program
Some suggested setting factory for the benefit of the community. Some came up with the idea of promoting government jobs in the area. Some suggested to enhance the implementation process of programs like NREGA. The community was slowly and steadily coming to the concluding point. The process execution team of Drishtee made it very clear about the limitations of Government machinery and its executing limitations. It was also clarified to the community that the answer to the problems faced by the community must come from the community itself. The community understood that without their active participation, problems related to them can't be solved. After prize distribution and certificate delivery a 7 member committee was formed in DRISHTEE TARKASH VICHAR MANCH meeting for evolving a process to curb unemployment in Parkham Panchayat. The next stage of the entire exercise was the meeting of the committee representatives with Drishtee for evolving a process to solve the main problem of the Parkham Panchayat.
"Raste Ka Patthar" the play organised at the meeting with the help of mathura staff
The 7 member committee met at the KIOSK of Drishtee-CEEP franchisee Mr. Virender Singh around 2 pm in the afternoon. Members of Drishtee team encouraged the committee members to come up with their ideas to check the growing rate of unemployment in the region. The Gram Pradhan of the Parkham Panchayat Mr. Dharampal Pradhan was also one of the members of the committee present in the meeting. Various Ideas were thrown in the meeting by the members. Some suggested to start a small scale industry in the Panchayat. An idea was suggested to start a factory in the Panchayat. A Factory of Daily usage item such as washing soap, washing soda, slippers, shoes, readymade clothes, leather goods, bags, jogging dress, vests, briefs and other goods. Then the conceptualization of the process started. Drishtee helped the members of the community to understand the process, viability, complications and other riders involved in setting a small scale unit of daily usage goods.
Satyan Mishra giving prize to the winner of Drishtee-Idea Competition
The community members were asked to tell about the daily usage items that are frequently used by their own community. The consensus made upon washing Cake. The members of the committee suggested that they do not have any local brand of slippers, soaps or plastic products. A small but fruitful exercise of understanding the market demand helped in coming to the conclusion. It was understood that daily use items can be utilized in the village as well as outside nearby blocks of Mathura and Agra. Drishtee made it clear that there are many products, if manufactured can be sold but if the market demand is not very high; the per unit cost of product for the customers would be very high and the unit wouldn't be viable in that case. The conclusion was that the products which are used more – i.e. on a daily basis – should be promoted keeping competition with the existing brands in mind. The idea generated that about Rs.35/- is spent on soaps by each rural household in India including Mathura Panchayat. So if we go by the idea of setting a soap industry, what would be the processes involved in the entire exercise?
The committee members, as it is usual, of the view that either government or Drishtee should set up the factory and provide employment to the members of the community. But that idea was to accumulate and accelerate the process of community support towards solving their problems. This was the concept on which Drishtee has been connecting communities village by village. The committee member were categorically told that Drishtee was there to support them in evolving a process to solve their basic problems and if needed to support them in getting that process done smoothly with the help of the community itself. The committee members were suggested to take initiative in formulating the process of setting a small scale unit of washing soaps with Drishtee Firmly behind them. The suggestions that were given:
1. The committee should proceed towards forming SELF HELP GROUPS (SHG)
2. Funds would be raised through the savings of these Self Help Groups
3. 25 SHG should be formed with at least 10 women members
4. 25 people were to be identified within the Panchayat for the formation of SHG
5. Out of 25, 10 Group should have all women members, as it helps SHG in various ways
6. All 25 members will add minimum 10 and maximum 20 members in their group, making the minimum strength of SHG 250 and maximum 500 members.
7. The SHG groups can start their savings with the minimum amount of RS 50 up to the maximum amount to their consensus.
8. The SHG can open a common account in the bank and deposit the entire savings in it. Drishtee will have no bearing or business with that account. There can be one or multiple signatory in the account to curb the incident of frauds and malpractices.
9. It was suggested to have only one member of the family in one SHG. Other member can join other SHG but no two member of a family should be in any one of the SHG.
10. The SHG will have to operate for minimum 6 month to get loan from a bank.
11. Entire deposit of the SHG will accumulate in the bank and Drishtee would contribute the same amount gathered by the SHG
12. The SHG will then take loan from the bank (ideally the bank provides the same amount gathered by the SHG; in this case the amount gathered with the help of Drishtee)
13. The total amount will be utilized in setting up the small scale unit with the equation of equal profit and loss sharing.
14. Drishtee will provide technical, managerial, procedural helps in setting up the unit.
15. The SHG will have to arrange land for the unit. The land will be in the name of SHG.
16. The Gram Pradhan of Parkham Panchayat agreed to formulate a strategy to grab land for the unit.
17. The Gram Pradhan and the committee member unanimously agreed to formalize the above all process within a month or two.
18. The Parkham Panchayat falls under the Taj Corridor and hence it cannot have a unit which uses chimney to dispense air as pollutant. The best idea was to setup a soap unit as it does not require any chimney.
19. The committee members also agreed to identify the land for the forthcoming unit and the process of getting licence and finalizing other formalities in this regard.
20. Drishtee suggested to help them in monitoring the process and come up with action taking plan. It was also suggest that feedbacks will be taken at regular intervals.
Monitoring the developments
The exercise of engaging the community in finding their problems in solution has completed. Now a stringent monitoring and encouragement process should follow. The community may become complacent or show lacklustre behaviour in finalizing the above undertakings. Drishtee needs to monitor the process of developments that are taking place after the committee meeting. The community and the members of the committee should be encouraged to identify at least 25 people to start SHG. That is the bone of the entire process. The Gram Pradhan should be enquired of his steps taken in finalizing the land and other processes. The committee member should be met separately in identifying the developments that have taken place so far.
Santosh Kumar Pandey,
Editor, Drishtee