Reach out and touch someone by nyut545e2

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									                              A Quarterly Newsletter of Initiatives by Dr. Reddy’s Foundation
Volume 9 Issue 2 2010

                 Reach out and touch someone

In this issue, we meet some very special
people who are selflessly contributing to
DRF’s mission as volunteers. We asked
them a simple question, “Why volunteer at
LABS?” and the answers were surprising
and heartwarming. While they themselves
are an inspiration to our LABS aspirants,
who are thrilled to have a chance to interact
meaningfully with professionals from the
“real” working world, these volunteers
have, in turn, been inspired by the grit,
                                                Editorial Team
determination and enthusiasm of the             Supriya Daniel
aspirants.                                      Kalyani

Moving from our urban centers into the heart    Madhushree Vemuru

                                                                                                        Cover Story
of our country, we also encounter some          Madhuri Rao Dempsey
rural youth who are turning entrepreneurs,
                                                Ravi M Choudhury
thanks to the Skilling Rural India program.
These young people are being encouraged                                                                                       LABS News                  8
to set up their own small businesses in
their villages. Their transformation from
dependence to independence, from poverty
                                                                                                                              Special Feature           10
to self-sufficiency, and from despair to hope
is truly remarkable.
                                                Contributors                                                                  LABS Centers              12
                                                Alekhya Parakala (Volunteer)
This issue also features an exciting
partnership between DRF, the Greater            Amit Vashist (MSDF LABS, Yamunanagar)                                         L&D                       14
Hyderabad Municipal Corporation and             Bhaskar Babu Boda (L&D)
the Mission for Elimination of Poverty in
Municipal Areas (MEPMA) to empower
                                                K Mohan Krishna (Sr Coordinator, SCOPE)                                       Employerspeak             15
                                                Kanthi Pedapati (Academic Coordinator, SCOPE)
street food vendors. How many of us grab a
quick and tasty bite during a busy day from     Narayani Das (Consultant, Communications)                                     Education News Snippets   19
a mobile food cart, but hardly give a thought   Naveen & Team (MSDF LABS, Badarpur)
to the difficulties faced by those preparing
our treats? This eye-opening article tells us
                                                Prasad (Coordinator, MEDC)                                                    Education Special         20
                                                Ramchandra K (Rural Livelihoods)
what is being done by DRF and our partners
to empower these entrepreneurs and ensure       Ramesh Kumar N (MSDF LABS, Ernakulam)                                         DRF in the News           23
a high level of hygiene and quality in the      Rami Reddy (MIS)
street food so many of us take for granted.     Roshan Singh (MSDF LABS, Jammu)
Finally, we put the spotlight on the amazing    Samir Raj (MSDF LABS, Doiwala)

                                                                                                                         24                                  16
CSR work being undertaken by Tata Projects      Sampath Kalavendi (AM, Partnerships & Communications)
Limited, where charitable work and social       Sarada Pranav (Counseling Psychologist)
commitment are hardwired in the organization
and its employees. Interestingly, there are
multiple points of convergence between TPL
                                                Satyasri Chadalavada (CND, HO)
                                                Srijana Gummalla (Project Officer, Juvenile Homes)
                                                                                                         CSR Spotlight              Education Feature
and DRF in terms of our focus and vision        Sunil Kumar (MEPMA LABS, Vizag)
– TPL too strongly believes in achieving
                                                Surekha (MSDF LABS, Mysore)
social transformation through education and
employability skills training.                  Team members (Corporation LABS, Mint)
                                                Thomas AJ (Grameen LABS, Alapuzha)
There are many other inspiring stories in
this issue, and we hope you will enjoy them     Ujwal Dhule (CND, West Zone)
as much as we did. Happy reading!               Vemulapati Madhu (Project Officer, MEDC)
Please do share your feedback, thoughts         Vijayalakshmi G (Volunteer, DRL)
and comments on this issue with us at info@

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Cover Story
                                                                                                  volunteerism among corporate partners,             team say there are many advantages to         Accenture, Deloitte, IBM and Tata
                                                                                                  went into overdrive. They created new              bringing in corporate volunteers with         Projects Ltd (TPL), and 30 individuals
                                                                                                  leads, talked to companies about DRF               real world experience: “Since they            have registered as volunteers across
                                                                                                  and our volunteering program and                   have a strong understanding of the job        India, with 66 donating their time and
                                                                                                  encouraged them to participate. They               market, they know what aspirants need         skills to the program so far.
                                                                                                  also worked with existing corporate                in the real working world and what the
                                                                                                                                                                                                   For instance, volunteers from Accenture
                                                                                                  partners who have placed LABS                      real expectations of employers are. They
                                                                                                                                                                                                   visited three centers in Hyderabad
                                                                                                  aspirants in jobs in their companies to            can help improve training standards and
                                                                                                                                                                                                   and provided training to aspirants on
                                                                                                  add the volunteering dimension to this             help fill gaps in knowledge.”
                                                                                                                                                                                                   personality    development,    language
                                                                                                  partnership, through guest lectures                The response to DRF’s call has been           and communication skills and facing
                                                                                                  and skills training. Satyasri and Yogesh           heartening. Since May, 202 volunteers         interviews confidently. According to
                                                                                                  Kumar of the Corporate Networking                  from top corporate houses, including          Ravi Prasad, the center facilitator at

                                                                                                                                                                                   Tata Projects Ltd:
                                                                                                                                                                                   The joy of sharing
                                                                                                                                                                                   Since August, 36 TPL employees have registered
                                                                                                                                                                                   as volunteers for DRF, of which as many as 20
                                                                                                                                                                                   have been active volunteers at four major LABS
                                                                                                                                                                                   centers in Hyderabad. In the short time that they
                                                                                                                                                                                   have served as volunteers, they have made a
                                                                                                                                                                                   huge impact on aspirants, facilitators and the
                                                                                                                                                                                   program as a whole. What is more, they themselves
                                                                                                                                                                                   are learning from the experience and gaining

                                                                                                                                                                                   tremendous personal satisfaction from it. Here are
                                                                                                                                                                                   some of their thoughts:

                                                                                                               We feel we can contribute                   I have observed the aspirants           Personally, it is satisfying to
                                                                                                               to the program by helping to                during their interactions and all       know that because of us and
                                                                                                               make aspirants employment                   of them have confidence and a           what we are doing, somebody
                                                                                                               ready. For example, our HR                  positive attitude.                      else is benefitting. I myself
                                                                                                               people can give them practical                                                      have never worked as a
                                                                                                                                                                               T.N.V.S Murthy,
                                                                                                               knowledge to prepare them for                       Junior Officer, QS department   lecturer, but when I am able to
                                                                                                               the industry. Our employees                                                         teach so many people and have

        Reach out and touch someone
                                                                                                               find great happiness in sharing                                                     an impact on them, it makes me
                                                                                                               their skills with aspirants                                                         very happy.
                                                                                                               and helping to build their                  We want to help them gain                                       V.B. Reddy,
                                                                                                               competencies.                               confidence. Many have stage                          Officer, Internal Audit
                                                                                                                                    Anil Kumar,            fright and have difficulty in
                                                                                                                           AGM Business Excellence         communicating with and facing
                                                                                                                             and Head, CS of TPL           people in positions of authority.
              Many of us have heard and often quoted    In May of this year, DRF began serious                                                             We want to work on this aspect
              Mahatma Gandhi famous words, “You         efforts to engage more volunteers                                                                  with them. We see a lot of              What we have gained from
              must be the change you want to see in     in our LABS program and to provide                                                                 change and development in               society, we would like to give
              the world.” But how many people regard    opportunities for both individuals and

                                                                                                               We would like to share what                 them from session to session.           back. Here we are able to give
              it as more than just another “quotable    corporate houses to share their skills                 skills we have. This gives me               We feel we are helping to               our experience.
              quote” and actually try to live by this   and experience with LABS aspirants.                    great satisfaction personally.              transform people’s lives.
              principle? The cynical among us may       We created a new volunteering brochure                                                                                                                           Ravi Kumar,
              say, “not many”, but in fact, at DRF,     which highlighted such opportunities,                                        Sandra Jacob,                            Kalyani Prabhala,                           Engineer, IT
                                                                                                                                     Manager, HR                                   Officer HR
              through our volunteering program, we      from mentoring and counseling to skills
              are meeting a sizeable number of people   development and more. The corporate
              who are putting Gandhi’s words into       networking team, which is tasked
              action.                                   with both enhancing placements and

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Cover Story
                                                                                                                                            mingle with professionals and get a taste       in the ITES and automation domains            Excel. Volunteers have also devised
                                                                                                                                            of the corporate world. They tend to            are underway, they are adding value           various exercises around communication
      “We experienced true dedication to a cause”: A first person account                                                                   become very familiar with us (facilitators)     by teaching aspirants a new software,         and leadership development, including
                                                                                                                                            and therefore it is important to see how        called “Tally’, which is essentially a user   group discussions, mock interviews
      Dawn Maldia Madsen, Consultant, e-payments, IBM,               Based on our interviews with DRF employees, we suggested               they can interact with strangers from                                                         and workplace do’s and don’ts. As
                                                                                                                                                                                            friendly financial/ accounting package.
      Copenhagen, Denmark & Jinjun Xiong, IBM Thomas                 various technical and operational process improvements.                different organizations. Through these                                                        Raghavendra, facilitator at the Amberpet
                                                                                                                                                                                            Volunteers installed the software and
      J. Watson Research Center, New York, USA.                      We worked with the MIS department to improve the LABS                  interactions, they gain the confidence to                                                     center puts it: “Because of their
                                                                     status reports. At the time the MIS department received                                                                are teaching interested aspirants the
      In 2009, we both secured a position within IBM’s                                                                                      speak to people at all levels.”                 package over 12 sessions to give them         experience in the industry, they can
                                                                     weekly status information from each center in an excel                                                                                                               offer practical knowledge and real world
      Corporate Service Corps, CSC, often called a business                                                                                 Volunteers from TPL have also been              an added advantage in the marketplace.
                                                                     file and these were then manually consolidated into a new                                                                                                            experience. This is very inspiring and
      version of the Peace Corps. The CSC program provides                                                                                  making their presence felt at various           At the Amberpet center, TPL volunteers
                                                                     master excel document. The process was “tedious” and                                                                                                                 motivating for the aspirants.”
      IBMers with opportunities to acquire global leadership                                                                                centers in Hyderabad since August. At           are conducting sessions on useful
                                                                     labour intensive. We convinced the MIS team to transform
      skills by moving to a new country for a month and                                                                                     the Warasiguda center where courses             applications such as MS Office and            Volunteering, of course, does not always
                                                                     the manual process into an automated one by developing
      helping a local organization. We had the great fortune
                                                                     a new set of software tools. The new automated process
      of being matched to DRF.
                                                                     takes less than a second to run in a personal computer.
      Initially we were attracted to the well described and
                                                                                                                                              Q A chat with Accenture’s Priyank Piyush, associate software engineer
                                                                     We also worked with the DRF Value set which had been
      executed processes involved in making the LABS
                                                                     deployed in 2009. We recommended certain enhancements
      process a success. We worked with the head office and
      three of the LABS centers in Hyderabad. We learned
                                                                     to the existing processes, and where feasible, the inclusion             & NH: How did you learn of the aspirants and share some of my like the Foundation offer. As I spoke
      the in-depth processes involved in establishing a
                                                                     of IT enhancements to further the communication between
                                                                     the head office and LABS centers.
                                                                                                                                              A Dr Reddy’s Foundation?   experiences and learnings.         with them, I realized that their aim
      LABS facility, training the facilitators, running a center,                                                                                    PP: At Accenture, we believe in                                                      in life – becoming management
                                                                                                                                                                                                NH: How did you mentor and                professionals, medical practitioners,
      placement of aspirants and mentoring. The dedication           Our experience with DRF has been extraordinary. We hope                         contributing through our core
                                                                                                                                                                                                counsel the aspirants?
      and engagement the facilitators had for their work were        that we have left some usable recommendations for the                           capabilities and we look for ways                                                    chartered accountants or software
      outstanding. From the head office we experienced               organization. We’ve also experienced true dedication to a                       of using these capabilities and            PP: I was able to deliver a session       engineers – was not so different
      a drive in creating an accountable and value-based             cause and were impressed by a way of life that was much                                                                    which was interactive and get             from mine. I was able to relate to
                                                                                                                                                     strengths in the communities
      organization.                                                  more than just “work”.                                                                                                     everyone involved in it. In the last      them. This was one of the reasons
                                                                                                                                                     where we live and work. This
                                                                                                                                                                                                hour of the session, I interacted         I chose to interact personally with
                                                                                                                                                     was made possible by the CSR
                                                                                                                                                                                                with them on a one-to-one basis           them and help them work on their
                                                                                                                                                     team of Accenture which had
                                                                                                                                                                                                and addressed their queries. During
                                                                                                                                                     organized a meeting with Dr Reddy’s                                                  objectives.
                                                                                                                                                                                                this phase, I helped them set small,
                                                                                                                                                     Laboratories. During this meeting, I
                                                                                                                                                                                                achievable/ enabled goals for the         NH: What has your experience as a
                                                                                                                                                     came to know about the noble work          next one-two months based on their
                                                                                                                                                     being done by Dr Reddy Foundation                                                    volunteer been like?
                                                                                                                                                                                                ambitions and aims. These short-
                                                                                                                                                     and its efforts to bring hope to           term goals may help them to remain        PP: Interacting with these candidates
                                                                                                                                                     unprivileged youth.                        focused and motivated.                    gives me immense satisfaction. I
                                                                                                                                                                                                                                          feel that I am able to give something
                                                                                                                                                     NH: What attracted you to the              NH: Was there a particular                back to society. I would like to
                                                                                                                                                     program?                                   experience with the aspirants that        thank DRF for giving me, and other
                                                                                                                                                     PP: I was inspired by the idea that        made a strong impression on you?          professionals like me, a chance
                                                                                                                                                     the Foundation empowers dropouts           PP: The profile of many of the            to interact with these talented
                                                                                                                                                     from schools and colleges through          candidates was more or less similar       aspirants. I also appreciate the
                                                                                                                                                     skill development programs and             to mine. Many had college degrees.        warmth and support of the LABS
                                                                                                                                                     ensures employment opportunities           I understood the importance of            staff. It’s a great feeling to be a part
                                                                                                                                                     for them. I wanted to interact with        quality education that institutions       of this noble cause.

ECIL, “These life skills and soft skills        Teams of volunteers visited different         books are excellent and the aspirants are
help the aspirants a lot. They also feel        centers and conducted sessions on             making good use of them.”
proud to interact with people from elite        teambuilding, personality development         One significant outcome of such
companies – there is a certain prestige         and communication through a variety           interactions between aspirants and
associated with the volunteers and the          of interesting games and activities. As       corporate volunteers is that they help
aspirants try to make the most of these         Vijayasagar, facilitator of the Warasiguda    to build the confidence of the aspirants,
interactions. The volunteers certainly          center observes: “The Deloitte team           who are primarily from underprivileged
add value to the course.”                       was very well organized, with a slide         backgrounds and who have not been
Employees of Deloitte also contributed to       presentation and well-planned out             exposed to professional settings. Ramesh
the development of aspirants in a major         activities. They also donated 60 books        Babu, facilitator, Abids center elaborates,
way through their “Impact Day” initiative.      on various subjects to our library. The       “Aspirants are given the opportunity to

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Cover Story
                                                                                                                                         to society and add value to the lives of    aspirants. Mr. Rao is among the regular    them to lead better, more successful
                                                                                                                                         others less privileged than themselves is   eight or so private individuals who are    lives,” he explains.
                                                                                                                                         what brings many of the volunteers joy      keen volunteers. Having attended a
                                                                                                                                                                                     number of personality development and      Change, or transformation, takes time.
                                                                                                                                         and keeps them coming back time and
                                                                                                                                                                                     self-empowerment programs himself,         It doesn’t happen overnight, but every
                                                                                                                                                                                     he enjoys the opportunity to share his     effort that is made towards this goal,
                                                                                                                                         Take Mr. Mohan Rao, Managing Director of    learnings with LABS aspirants through      no matter how small, is valuable. And
                                                                                                                                         Sirveen Control Systems, who brings his     motivational sessions. “I am inspired by   what could be more valuable or more
                                                                                                                                         experience as a successful industrialist    DRF’s work and wanted to support it. I     meaningful than the effort to transform
                                                                                                                                         and entrepreneur to his interactions with   try to empower aspirants and motivate      the life of another human being?

     Deloitte associates make an impact
     Deloitte’s CSR initiative “Impact Day” is celebrated            aspirants to continuously develop and hone these skills
     worldwide every year in June. This year, on June 11,            as effective communication is essential for success in
     about 45,000 Deloitte associates were involved in various       any organization. We then conducted some team building
     community service activities around the world. As many as       games and distributed prizes to make the day a fun-filled
     10,000 of them were deployed at 350 locations in six Indian     learning experience. We wanted to use this opportunity to
     cities. There are a total of 80 “threads” for community         broaden their horizons and support them in every way we
     service, which broadly cover education, women, health and       could. Insights were provided on building strengths and
     safety, environment and social awareness issues. Deloitte       overcoming development gaps. One of our goals was to
     associate Chandrashekar Datta describes his experience of       help aspirants discover ways to maximize the resources
     volunteering at a LABS center on Impact Day.                    at their disposal. They were a very enthusiastic group.

     “Ten Deloitte associates, including me, were assigned to        We also became aware of the difficulties faced by these
     the LABS center in Amberpet, Hyderabad. I was excited           aspirants. For example, one aspirant had to drop out of
     to be a part of this altogether new experience.                 the session in order to take care of her parents. She had
                                                                     the spark to achieve many things but was constrained by
     What strikes me most about LABS is how this program,            various hardships. Despite this, she is taking additional
     which began by providing job skills to street children,         classes so that she doesn’t miss out on the training. I
     has evolved into a program that caters to underprivileged       was touched by her efforts to strike a balance at home
     youth by providing them with appropriate skills,                and school, and realized that many of us have been very
     opportunities and guidance to mainstream them into the          privileged in life. My colleagues and I felt a strong need to
     national economy.                                               connect with people who are not equally privileged and to
                                                                     contribute in our own small way to their development.
     The day started with an introductory session where
     aspirants and Deloitte team members got to know a little        I am sure that the positive experiences to be gained
     bit about each other. Next, we made a presentation on           by spending time at a LABS center will trigger more
     communication and interview skills. We encouraged               participation from volunteers in the future.”

involve direct interaction with LABS          Management trainees from DRL also              others to take life as a challenge and
participants. Some corporate volunteers       worked with DRF employees on a wide            move ahead rather than weeping over
have focused on operational / process         variety of projects, such as market scans      their fate.”
improvements that ultimately benefit          and gap analyses, perception mapping,
the Foundation and all its programs. For      surveys, entrepreneurship development,         The benefits of volunteering are not only
example, two volunteers from IBM, as          MIS-HR, case studies and website               felt by aspirants but by the volunteers
part of the company’s Corporate Service       improvement. DRL’s Vishal Dash, who            themselves. A common refrain among
Corps, spent a month in Hyderabad,
working with DRF to automate MIS
                                              prepared case studies on aspirants,
                                              says their stories offer a “ray of hope to
                                                                                             volunteers is that they feel a deep sense
                                                                                             of satisfaction when they are able to
                                                                                                                                                                                                             Would you like to be a LABS volunteer?
processes and enhance communication           those who face a lot of problems due to        share their skills and knowledge with                                                                                 Please fill in the form available at our website
processes within the organization.            poverty and unemployment. They inspire         others. The opportunity to “give back”                                                                     
                                                                                                                                                                                                                                     and mail it to
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LABS aspirants join anti-tobacco rally                                                                                                  Guest lecture on HIV/AIDS awareness
Aspirants of the third batch of the Vizag MEPMA center                                                                                  On 30 April, the Badarpur team organized an AIDS awareness
participated in a 2k run on 31 May on the occasion of World                                                                             program for aspirants which was conducted by Mr. Satvir of Cast
No Tobacco Day as a means to raise awareness among the                                                                                  Plan, an NGO. The speaker made an eye-opening presentation
public of the dangers of tobacco use. The event was organized                                                                           in which he covered key facts about the disease and provided
by Mahatma Gandhi Cancer Hospital and Research Institute,                                                                               information about prevention and treatment of HIV/AIDS.
a leading corporate 500 bed hospital in Visakhapatnam. The
hospital had earlier recruited a number of aspirants of the
previous batch after they learned about the LABS process
and its aim of creating livelihoods for youth living below the
poverty line.

                                                                   Allepey aspirants develop and market new product
                                                                   CRS aspirants at Allepey LABS, with the help of their facilitator,
                                                                   launched a new product and marketed it in the field, gaining                                                                           Mint LABS aspirants march against child labour
                                                                   valuable practical experience in their domain. They developed                                                                          On 12 June, on the occasion of World Day against Child Labour,
                                                                   a washing detergent called ‘GCA’, which stands for Grameen                                                                             Corporation LABS, Mint organized a rally to highlight the plight
                                                                   LABS CRS Aspirants. The team made, tested and packaged the                                                                             of hundreds of millions of children throughout the world who
                                                                   product which they sold at one rupee for 75 gms and Rs. 10                                                                             are engaged in work that deprives them of adequate education,
                                                                   for 250 gms. They made a good profit from the sales, which                                                                             health, leisure and basic freedoms, in violation of their rights.
                                                                   they then donated to one of the LABS aspirants who was facing                                                                          The aspirants carried placards with such messages as “Burden
                                                                   financial difficulties.                                                                                                                not the tender hearts”, “Prevent poverty – educate the child”,
                                                                                                                                                                                                          and “Knowledge first, work next”, as a way to build public
                                                                                                                                                                                                          awareness on the eradication of child labour.

                                                                                                                                        “Green” initiatives
Parents’ meetings at Doiwala, Yamunanagar                                                                                               Keeping in mind the theme of World Environment Day 2010
On 12 June, MSDF LABS Doiwala held its first parents’ meet.                                                                             – “Many Species. One Planet. One Future” - aspirants of
More than 25 parents attended the interactive session which was                                                                         MSDF-LABS Ernakulam, with the support of the Ministry of
led by Dr. Mushtaq Ahmad Mir and his team members. Parents                                                                              Environment and State Forest Departments, planted mahogany,
were very keen to learn about the LABS training program and                                                                             rosewood and amla saplings and organized a seminar and quiz
the types of job opportunities that would be available to their                                                                         competition on 5 June.
children in the local market. The visitors were given a tour of                                                                         On 9 July, the Jammu Center organized an awareness campaign
the classrooms and served refreshments by their children. It                                                                            on forest preservation. Aspirants conducted a rally through the
was certainly an unforgettable day for the proud parents!                                                                               busy bazaar area and carried colourful, informative posters.
MSDF-LABS Yamunanagar also organized a parents’ meet in                                                                                 They also interacted with the public to raise awareness on this
June. As many as 35 parents attended the session, which was                                                                             important issue.
interactive and positive. Parents made several suggestions about
the courses and wanted to know more about the LABS process.
Most observed that their children had become much more                                                                                                                                                    DRF makes its presence felt at Mysore job fair
responsible and career-oriented after joining the program.
                                                                                                                                                                                                          DRF set up a stall at a job fair organized by Employment
                                                                                                                                                                                                          Exchange in Mysore on 21 July, which proved to be a successful
                                                                                                                                                                                                          way of recruiting aspirants for both its MSDF and Grameen
                                                                   Kochi MSDF LABS aspirants enjoy study tour                                                                                             projects. As many as 66 people enrolled in the programs. The
                                                                   MSDF LABS Kochi-1 organized a study tour on 10 July for                                                                                event also gave the DRF team an opportunity to interact with
                                                                   aspirants who were on the verge of completing their courses.                                                                           potential employers who had stalls at the event.
                                                                   Aspirants visited Peechi Dam in Thrissur, famed for its extensive
                                                                   botanical gardens, and Athirampally in Kerala, which is known
                                                                   for its waterfalls. The idea behind the tour was to give aspirants
                                                                   a chance to bond with each other and refresh themselves before
                                                                   embarking on their new jobs.

8                                                                                                                                                                                                                                                                        9
Special Feature
                                                                                                                                During the past one and a half years, the DRF team has
                                                                                                                                facilitated the development of 104 micro-enterprises, thus
                                                                                                                                providing self employment to around 104 families, particularly
Small investments, big rewards                                                                                                  the youth in these families.
Giving rural youth a shot at entrepreneurship

                             Youth in rural India are eager to be a part    Developing micro-enterprises                    the training and confidence to set up their
                             of the nation’s economic growth picture,                                                       own workshops. DRF identified youth           Wheels of change

                                                                            In the first phase of this pilot, DRF focused
                             yet many are reluctant to migrate to the                                                       who wished to pursue this vocation and
                                                                            largely on promoting high investment                                                          Pramod Gargade was a restless 22-year-
               ore and       big cities due to various constraints.
                                                                            enterprises, such as poultry farms,             sent them to Baramati town to work in         old who worked as a helper in a two-
                             While family considerations hold some
               more rural    back, others have rural assets which           dairy farming, sheep rearing, transport         a modern automated workshop operated          wheeler garage, but dreamt of repairing
                                                                                                                            by the dealer of a leading two-wheeler        motorcycles in his own workshop. A
               youth         make it difficult for them to move out of      businesses and agricultural inputs shops.
                                                                                                                            manufacturer. These youth then attended       native of Jiregoan village in Daund, Pune,
                             their villages. DRF’s ‘Skilling Rural India’   However, the team gradually realized that
     are realizing their     program addresses the needs and hopes          promoting high investment enterprises,          a training course in Pune to learn both       Pramod may have had the desire to become
                                                                                                                                                                          an entrepreneur, but he lacked the confidence
     dreams of becoming      of these young people, by promoting            especially those that require bank loans,       the theory and practice of motorcycle
                                                                                                                                                                          to take the plunge because he did not possess
                                                                            takes considerable time and leaves out          repairing. After 13 weeks (weekends)
     entrepreneurs,          rural livelihoods through both wage
                                                                                                                            of training, they received certificates
                                                                                                                                                                          a certificate from a recognized institute. All this
                             employment and self-employment.                a large segment of the youth population,                                                      changed at a meeting organized for youth by DRF
     thanks to DRF’s                                                        who neither have the financial capacity         from the Indira Gandhi National Open          when he learned about the Hero Honda IGNOU training
     Skilling Rural          Self-employment: Identifying                   nor the entrepreneurial ability to set up       University (IGNOU), which gave them           program in Pune. He immediately signed up and religiously
                                                                            such enterprises. Thus, in the second           both confidence and a certain stature in      attended the weekend classes while working during the week. DRF provided partial
     India program. By       new possibilities                              phase of this pilot, in January 2010,           their villages. DRF provided them small       financial support for his fees and travel expenses and Pramod did well. He quit his
     identifying potential   When DRF initially launched its pilot          the team decided to focus its attention         amounts (around Rs. 2,000) to purchase        job, rented a 150 sq. ft. plot in Kurkumbh village, which was situated on a highway,
                             project in ten villages in Daund Taluka
     entrepreneurs and       of Pune District, the organization first
                                                                            on low investment enterprises, such             tools and start their business. The youth     and invested Rs. 25,000 to start his own two-wheeler repair workshop. Within three
                                                                            as motorcycle repair, drip irrigation,          themselves invested their own savings         months, the demand for his services had grown to such an extent that he hired an
     helping them to         conducted a baseline survey to understand      construction work, floriculture and                                                           additional employee. His earnings have been a boon for his family, who were finally
                                                                                                                            to set up their shops. In this way, six
     obtain the training     the nature of existing micro-enterprises       others.                                         young people began their motorcycle
                                                                                                                                                                          able to make important additions to their agricultural land. Pramod is now seeking
                             and potential for new enterprises. The                                                                                                       a bank loan so that he can begin supplying spare parts for two wheelers, and thus
     and resources they      survey, which encompassed 1,840                In this phase, it was important to correctly    repair workshops within a period of six       expand his business further.
     need, this program      families (9,521 people) in six of the          identify potential entrepreneurs, motivate      months. Each workshop is now catering
                             10 villages, found that there were 22          them to mobilize resources, help them           to around five villages both in and outside
     has given rural youth   different types of micro-enterprises and       obtain technical know-how and market            the project area.
     new opportunities to    a total of 117 micro-enterprises, most of      information and monitor and hold their          Similarly, there was a clear need             A new enterprise blossoms
     sustain themselves      which were in the service sector.              hands when required, to ensure that             for skilled technicians to install drip       Bapu Lokhande, a 32-year-old father of two, owned an
                                                                            the enterprise was both viable and                                                            acre of land in Malad village in Daund, but was unable to
     and their families      The survey was able to identify 16 types
                                                                                                                            irrigation systems in the project villages.
                                                                                                                                                                          make the best use of this asset. He grew vegetables
                             of micro enterprises which did not                                                             DRF encouraged several young men
     through a variety       exist but for which there was sufficient                                                       who were interested in this activity to
                                                                                                                                                                          on half an acre for the family’s needs but he would
     of exciting small       demand for services, such as plant             Supporting low investment                                                                     also sell flowers and garlands on the highway as
                                                                                                                            undergo ‘on the job training’ with the
                             nurseries, vegetable shops, motorcycle         enterprises                                                                                   an additional source of income. He bought flowers
     enterprises.            repair shops, cloth shops, mutton and          For example, the survey had found that
                                                                                                                            local dealer of these systems. They are       from a nearby market every morning and his wife
                                                                                                                            now working as self employed service          would make and sell garlands to motorists. While
                             chicken shops, laundries, mobile repair        there was a demand for motorcycle
                                                                                                                            technicians/ salesmen and are earning         the well on his property allowed him to irrigate
                             shops, etc.                                    repair services but that the youth lacked
                                                                                                                            Rs. 4,000-5,000 per month.                    about half the land, the other half remained
                                                                                                                                                                          unused. With DRF’s help, he was able to make a
                                                                                                                            During the past one and a half years, the     wise investment decision and purchase pipes to
                                                                                                                            DRF team has facilitated the development      irrigate this portion, thereby fulfilling his dream of
                                                                                                                            of 104 micro-enterprises, thus providing      growing flowers on his own land. He now grows
                                                                                                                            self employment to around 104 families,       the roses, tuberoses and marigolds that he sells
                                                                                                                            particularly the youth in these families.     and no longer has to buy flowers at high rates at the
                                                                                                                            Of these 104 units, 66 are in the non-        market, thus saving Rs. 250 per day. He also takes great
                                                                                                                            farm sector and 40 are in the farm            pride in the independence he has gained today.
                                                                                                                            allied sectors, such as poultry and dairy

10                                                                                                                                                                                                                                                           11
 LABS Centers
                                                                             State-wise Trained Livelihood Report                                                      1    Himachal Pradesh
                                                                                                                                                                            Grameen LABS (with Union Ministry of Rural Development)
                                                                                                                                                                                                                                                  13   Kerala
                                                                                                                                                                                                                                                       Grameen LABS (with Union Ministry of Rural Development)
                                                                                (01-Apr-2010 to 30-Sep-2010)                                                                Solan, Kangra                                                              Kottayam, Alappuzha, Kollam
                                                                                                                                                                            MSDF LABS (with Michael & Susan Dell Foundation)                           MSDF LABS (with Michael & Susan Dell Foundation)
                                                                                                             3949                                                           Shimla                                                                     Thiruvananthapuram, Kozhikode, Ernakulam

                                                                                                                                                                       2    Uttarakhand
                                                                                                                                                                            MSDF LABS (with Michael & Susan Dell Foundation)                      14   Chhattisgarh
                                                                                                                                                                                                                                                       Grameen LABS (with Union Ministry of Rural Development)
                                                                                                                                                            884             Dehradun, Haridwar, Doiwala                                                Korba, Bilaspur
                                                             242                                                                                                                                                                                       MSDF LABS (with Michael & Susan Dell Foundation)
                                                                                                                                                                                                                                                       Raipur, Durg
                               19                                 849

                                                                            579                                                            43 429
                                                                                                                                                                       3    Haryana
                                                                                                                                                                            Grameen LABS (with Union Ministry of Rural Development)
                                                                                   56 362
                                                                                                  413                         538 144 97
                                                                                                            457     278                                                     Ambala                                                                     Dadra and Nagar Haveli
                                                         Andhra Pradesh                  Bihar                      Chhattisgarh                Dadra & Nagar Haveli        MSDF LABS (with Michael & Susan Dell Foundation)                           MSDF LABS (with Michael & Susan Dell Foundation)
                                                                                                                                                                            Sonepat, Yamunanagar                                                       Silvasa
                                                         Delhi-NCR                       Goa                        Gujarat                     Haryana
                                    1                    Himachal Pradesh                Jammu & Kashmir            Jharkhand                   Karnataka
                                                         Kerala                          Madhya Pradesh             Maharashtra                 Odisha                 4    Punjab
                          4                                                                                                                                                 Grameen LABS (with Union Ministry of Rural Development)

                                                                                         West Bengal
                                                                                                                    Tamilnadu                   Uttar Pradesh               Amritsar
                                                                                                                                                                            MSDF LABS (with Michael & Susan Dell Foundation)                      16   Gujarat
                                                                                                                                                                                                                                                       Grameen LABS (with Union Ministry of Rural Development)
                                                                                                                                                                            Patiala, Ludhiana, Jalandhar                                               Surat, Rajkot, Vadodara
                                                                                                                                                                                                                                                       MSDF LABS (with Michael & Susan Dell Foundation)
                              3 5                                                                                                                                      5    Delhi                                                                      Surat, Rajkot, Ahmedabad
                                                                                                                                                                            MSDF LABS (with Michael & Susan Dell Foundation)
                                                                                                                                                                            Faridabad, Nangloi, Najafgarh, Tilak Vihar, Jahangirpuri, Badarpur,
                                                                                                                                                                            Dakshinpuri, Kalyanpuri, Arthala                                      17   Uttar Pradesh
                                                                                                                                                                                                                                                       Grameen LABS (with Union Ministry of Rural Development)
                                                                                                                                                                                                                                                       Banaras, Kanpur, Meerut, Siddharth Nagar
                9                                17                                                                                                                                                                                                    MSDF LABS (with Michael & Susan Dell Foundation)
                                                                                                                                      16                               6    Madhya Pradesh
                                                                                                                                                                            Grameen LABS (with Union Ministry of Rural Development)
                                                                                                                                                                                                                                                       Allahabad, Agra, Jhansi, Basti, Banaras, Kanpur,
                                                                                                                                                                                                                                                       NABARD LABS (with National Bank for Agriculture and Rural
                                                                                                                                                                            Jabalpur                                                                   Development):
                                                                                    11                                                                                      MSDF LABS (with Michael & Susan Dell Foundation)                           Rai Bareli, Kadipur, Bachrawan, Unchahar, Lal Ganj, Lambua,
                                                                                                                                                                            Jabalpur, Bhopal, Indore                                                   Jagadishpur, Amethi

                                6                                                                       7                                                              7    West Bengal
      16                                                                     20
                                                                                                                                                                            Grameen LABS (with Union Ministry of Rural Development)
                                                                                                                                                                            Uluberia, Barasat, Dankuni, Jalpaiguri                                18   Karnataka
                                                                                                                                                                                                                                                       Grameen LABS (with Union Ministry of Rural Development)
                                                                                                                                                                            MSDF LABS (with Michael & Susan Dell Foundation)                           Bengaluru, Mysore
                                                      14                                                                                                                    Garia, Barrackpore, Bally, Kolkata
                                                                                                                                                                            SHG LABS (With West Bengal State Rural Development Agency)
                                                                                                                                                                                                                                                       MSDF LABS (with Michael & Susan Dell Foundation)
                                                                                                                                                                                                                                                       Bengaluru, Mysore, Mangalore
                                                                                                                                                                            Goalpukur, Rajarhat
      15                                                                                                                                                                    Odissa
                                                                        8                                                                                              8    Grameen LABS (with Union Ministry of Rural Development)               19   Jammu & Kashmir
                                                                                                                                                                            Cuttack, Puri                                                              MSDF LABS (with Michael & Susan Dell Foundation)
                     10                                                                                                                                                     MSDF LABS (with Michael & Susan Dell Foundation)                           Jammu
                                                                                                                                                                            Sambalpur, Bhubaneswar

                                                                                                                                                                       9    Rajasthan
                                                                                                                                                                            Grameen LABS (with Union Ministry of Rural Development)
                                                                                                                                                                            Jaipur, Jodhpur, Udaipur, Ajmer                                       20   Jharkhand
                                        21                        2,17,284 youth trained so far…                                                                                                                                                       MSDF LABS (with Michael & Susan Dell Foundation)
                                                                                                                                                                                                                                                       Kashidih, Lalpur

                    18                                                  Project-wise Trained Livelihood Report                                                         10   Maharashtra
                                                                                                                                                                            Grameen LABS (with Union Ministry of Rural Development)
                                                                            (01-Apr-2010 to 30-Sep-2010)                                                                    Nashik
                                                                                                                                                                            MSDF LABS (with Michael & Susan Dell Foundation)                      21    Andhra Pradesh
                                                                                                                                                                                                                                                        EGMM LABS (with EGMM, Government of Andhra Pradesh)
                                                                                                                                                                            Mumbai, Pune, Nashik, Thane                                                 Sattupally, Mahabubnagar, Rajamundry, Karimnagar
                                                                                                                                                                                                                                                        MEPMA LABS (with MEPMA)
                                                                     5782                                                                                                                                                                               Adoni, Nellore, Vizag, Rajahmundry, Vijayawada,
                                                                                                                                                            1614       11   MSDF LABS (with Michael & Susan Dell Foundation)
                                                                                                                                                                                                                                                        Ramagundam, Hyderabad.
                                                                                                                                                                                                                                                        MSDF LABS (with Michael & Susan Dell Foundation)
                              12 22                                                                                                 1104
                                                                                                                                                                            BPCL LABS (With BPCL)
                                                                                                                                                                                                                                                        Kurnool, Hyderabad, Vizianagaram, Vijayawada, Guntur, Vizag,
                                                                                                                                                                                                                                                        Mahabubnagar, Chitoor, Kakinada.
                                                                                                 296                                                                        Muzaffarpur

                     13                                                                                                                                                12   Tamil Nadu
                                                                                                                                                                            Corporation LABS (with Corporation of Chennai)
                                                                                                                                                                                                                                                  22    Puducherry
                                                                                                                                                                                                                                                        MSDF LABS (with Michael & Susan Dell Foundation)
                                                                            18           97                                                                                 Chennai                                                                     Puducherry
                                                                                 28 55                                                                                      Grameen LABS (with Union Ministry of Rural Development)
                                                                                                                                                                            Hosur, Madurai
                                                  MSDF National                  Grameen (National)           MEPMA-2            EGMM-4                   NABARD            MSDF LABS (with Michael & Susan Dell Foundation)
                                                  Chennai Corporation            Accenture                    SHG                World Vision             BPCL              Chennai, Coimbatore, Madurai

12                                                                                                                                                                                                                                                                                                               13
L&D                                                                                                                                  Employer Speak

Youth cash in on retail boom                                                                                                         “BPO sector is growing by leaps and bounds”
According to a forecast of the BMI India      Considering the above scenario, DRF                                                    Serco is a leading service provider in the international and domestic BPO markets in India. Serco BPO (formerly Info
Retail Report for the third-quarter of        conducted a feasibility study to map the
2010, India’s retail market will be worth
                                                                                          A change of course                         vision) delivers voice-based solutions, database management and back office support services for Indian and international
                                              potential for entry level positions and
about US$ 410 billion, with five percent      the skill sets required for such jobs in    Despite      having    completed     her   customers. New Horizons caught up with Mr. Abhijit Ray, Manager HR of Serco recently and asked him to share his
of sales coming from the organized retail     the booming retail market in Hyderabad.     intermediate course, Sujatha had to        thoughts about the LABS program.
sector, which points to the immense           The domain expert and his team visited      work as a housemaid to help support
opportunity in this sector. Organized         some of the leading brands in the market    her family. She lacked the confidence
retailing includes corporate-backed           like Shoppers Stop, Westside, Hyderabad     to apply for a better job. Her life took
hypermarkets and retail chains and                                                        an unexpected turn when a community
                                              Central, Big Bazaar, More, Spencers and
privately owned large retail businesses.                                                  mobilizer, Mr. Karunakar, knocked                                                                                                      LABS: A wake up call
                                              Reliance. After a series of discussions
                                                                                          on her door and counseled her to
With India’s educated, aspirational middle    with industry experts to understand what    join LABS. With some difficulty, she                                                                                                   “I was Sid from the film Wake Up Sid
class growing larger and demanding            skill sets would be needed by aspirants     changed her work schedule in order                                                                                                     – the boy who used to wander around
a better retail environment and more          to meet industry requirements, the team     to dedicate her entire day to LABS and                                                                                                 with his friends without engaging in any
global brands and styles, large industrial    designed a curriculum and handbook for      joined the Retail Academy which was                                                                                                    meaningful activity. The only difference
houses and transnational corporations         a 45-day Retail Sales course. The first     being piloted in Hyderabad. When she                                                                                                   was that he was rich and I was not!”,
are tapping into the growing retail           pilot batch was initiated in Hyderabad      completed        her                                                                                                                   says Deepak Jethwa age 19. Deepak may
market by introducing innovative store        with 15 aspirants on 2 February. When       45-days        retail                                                                                                                  have continued on his this aimless path
formats, such as departmental stores,         the training course was completed           sales      training,                                                                                                                   had he not found out about LABS.
hypermarkets,      supermarkets       and     in March, we were able to place our         she was selected
                                                                                                                                                                                                                                 After completing Class 12, Deepak had
specialty stores.                             aspirants in stores like Shoppers Stop,     as a Customer
                                                                                          Care Associate at                                                                                                                      little interest in studying further. He was
                                              Spencers, More, and Pepsico India Ltd.
Major players in this sector are striking                                                 a leading retail                                                                                                                       facing financial problems and didn’t see
                                              with an average salary of Rs. 5,000.
the iron while it is hot. Bharti Retail has                                               store in her very                          NH: How long has Serco been associated        (selling/ troubleshooting), and the bulk      the point in higher studies. A friend who
strengthened its position in northern India   The great success of this pilot project     first interview. To                        with LABS?                                    of the work is related to customer            was a LABS alumnus told Deepak about
by opening 59 stores, Bharti Wal-Mart         motivated us to scale up this domain        her delight, she                                                                         interaction. The aspirants would              the LABS program, and he decided to
                                                                                                                                     AR: We have been associated with                                                            enrol himself in the ITES course.
is expected to open 10 to 15 wholesale        across the country. The Retail Sales        was offered a salary of Rs. 5,000. With                                                  benefit from more practice in customer
                                                                                                                                     LABS for a year; so far we have had a
locations in the next three years and         domain today has come a long way with       her earnings, she was able to run the                                                    orientation, doing mock calls and             When Deepak joined LABS, he was an
                                                                                                                                     wonderful experience. We appreciate the
Marks & Spencer is considering plans          nine batches under its belt and another     house with ease and even save a little                                                   exercises related to problem solving as
                                                                                                                                     commendable work DRF has been doing                                                         enthusiastic and active learner, but he
to open additional outlets in the next few    14 batches currently in session across      money every month for her marriage.                                                      a part of their training module. Further,
                                                                                                                                     for underprivileged youth by giving them                                                    lacked communication and presentation
years. Spencer’s Retail, More (owned by       the country. Major retailers absorbing      Sujatha has tears in her eyes when                                                       barriers in communication can be
                                                                                          recalls her past situation and compares    skills that are in tune with current market                                                 skills. LABS training helped him to
the Aditya Birla Group) and Shoppers          our aspirants include Shoppers Stop,                                                                                                 overcome through regularly asking them        overcome these hurdles and when he
                                                                                          it to where she stands today               trends. We are delighted to have an MoU
Stop (owned by the K. Raheja Corp)            Lifestyle, Future Group, Westside, Metro,                                                                                            to communicate in English rather than         graduated, he landed a job as a Tele
                                                                                                                                     (partnership for placements) with DRF
already plan to expand.                       RPG Spencers and More.                                                                                                               their native language.                                             Sales      Executive
                                                                                                                                     which will enable us to have a fruitful
                                                                                                                                     relationship for all our future endeavors.    NH: LABS aspirants come from modest                                with Serco BPO.
                                                                                                                                                                                   backgrounds. How do they cope at the                               His ability to handle
                                                                                                                                     NH: What are your thoughts about the                                                                             pressure ensured
                                                                                                                                     LABS training program?                                                                                           that he survived
                                                                                                                                                                                   AR: The fact that the LABS aspirants                               the       challenges
                                                                                                                                     AR: We are impressed with the quality
                                                                                                                                                                                   come from modest backgrounds and are
                                                                                                                                     of the work being done, and as ours is                                                                           of his new job
                                                                                                                                                                                   keen to make it big makes them unique.
                                                                                                                                     a growing economy, we feel that more                                                                             whereas some of
                                                                                                                                                                                   They are focused and tend to work harder
                                                                                                                                     corporates should come forward and                                                                               his colleagues left.
                                                                                                                                                                                   as they have experienced hardships in
                                                                                                                                     undertake sustainable programs and help                                                     Today, Deepak is the senior member of
                                                                                                                                                                                   their lives.
                                                                                                                                     youth keep pace with the job market. As                                                     his group and even trains new joinees.
                                                                                                                                     the BPO sector is growing by leaps and        NH: What can you tell us about the            “LABS has given my life meaning and
                                                                                                                                     bounds, we foresee more opportunities         attrition rates of LABS aspirants?            shown me the way to lead a successful
                                                                                                                                     emerging in this sector.                      AR: Every sector is prone to attrition and    life. I am taking my education seriously
                                                                                                                                     It may be a good idea to hire more            the BPO sector is not immune. We try          and have enrolled in college. My parents
                                                                                                                                     facilitators from the industry because the    to keep the attrition rate low and focus      are very happy about this. I was able to
                                                                                                                                     people from the industry have a greater       on being more employee friendly. For          pay my college fees from my first salary
                                                                                                                                     awareness of the job market.                  example, we offer incentives for good         and am planning to buy a gift for my
                                                                                                                                                                                   performance. Yes, a few of them have          parents with my second salary. LABS is
                                                                                                                                     NH: In what areas do you think LABS           left the organization but that is the usual   indeed a boon for young people like me!”
                                                                                                                                     aspirants require additional skills?          attrition rate. We foresee good growth        says Deepak with pride.
                                                                                                                                     AR: The BPO process is mostly related         prospects for those who stick with the
                                                                                                                                     to inbound and outbound processes             organization.

14                                                                                                                                                                                                                                                                      15
Education Feature

                                                                                                                                      There is much to be said in favour of helping mobile food to
Empowering street food vendors                                                                                                        empower themselves to negotiate with municipal authorities for
                                                                                                                                      better facilities so that they can carry out their trade hygienically
through education                                                                                                                     and more profitably.

                                                                                                                                                                    Vendors speak out
           hough street      If you are an employee at the Aaykar        Rs. 200 everyday and can afford to send
                             Bhavan in Basheerbagh or the nearby         their children to school.
           food vendors      Parishram Bhavan or the Babu Khan
                                                                         An entrepreneur to the core, Anand too         “Apart from paying my cook and helper,                                                                “I have realized that it is very important to
           have an all       Estate, you would definitely have
                                                                         earns a profit of about Rs 500 everyday.       landlord and electricity bills, I also have                                                           provide clean water and hygienic food. It
                             snacked on the delicious egg bondas
     India turnover          supplied by Anand. His bandi (push cart)
                                                                         While Anand dreams of opening his              to pay bribes to government employees                                                                 increases the number of customers who
                                                                         own restaurant someday, Sivamma’s
     of around Rs 80         offers an amazing variety of bhajjis,
                                                                         dream is to see that her children are well
                                                                                                                        and give a cut to the local goons. I am                                                               patronize my stall. I hope that through
                                                                                                                        left with little profit but hope that our                                                             the Aarogya project, the government
     crores and provide      bondas, punugulu and samosas to
                                                                         educated and employed in white collar          lot will be bettered soon, once the co-                                                               authorities will take more notice of us
                             satisfy the 4 pm hunger pangs of office
     daily sustenance to     workers at several high rise complexes
                                                                         jobs one day.                                  operatives are formed and we become                                                                   and provide basic needs like clean water
                                                                                                                        more empowered”                                                                                       and garbage disposal facilities. Once
     thousands of people     at Basheerbagh. Employees who want          There are more such stories of those                                                                                                                 the MACS are formed and strengthened,
                             to stretch their legs stroll down to his    who have travelled the hard road from                                       N. Mahender, 28
     around the country,     bandi, stand around and eat the delicious   poverty and hardship to independence,
                                                                                                                                         Owner of a Chinese food kiosk                                                        we will be able to avail of financial
                                                                                                                                               at Safilguda Crossroads                                                        assistance also.”
     this segment of         snacks hot off the frying pan, while        be it Prakash who sells jilebis while
                                                                                                                                                                                                                                                                   Sivamma, 45
     the population          others have him run up parcels of food      promoting the goods of other vendors
                                                                                                                                                                                                                                                        Tiffin stall at Koranti –
                             for them at their desks.                    nearby or Babu Rao who has named his                                                                                                                          also elected as Mahila Leader in the MAC
     continues to be                                                     chat bhandar after his wife Lakshmi.
                             While Anand takes care of mid-afternoon
     largely ignored.        cravings, Sivamma – whose day starts
                                                                         There is a silver lining in each of these
                                                                         stories, but in the case of all these mobile
     To empower              at the break of dawn, ensures that her
                                                                         food vendors, there was also a helping
     street/ mobile          customers enjoy a hearty breakfast. By
                                                                         hand that helped to brush aside the dark                                                        “After the Aarogya project brought us all
                             6 am she is ready to serve steaming
     food vendors and        hot idlis, vadas, dosas and pooris. This
                                                                         clouds.                                                                                         together, we meet at regular intervals
                                                                                                                                                                         and discuss methods to improve our
     promote hygiene         landlady who owns more than five acres      There are about 15,000 mobile food
                                                                                                                                                                         business. We have started by promoting
                             of land in Utkoor village in Mahbubnagar    vendors in Greater Hyderabad alone,
     and quality, DRF        does not have time to think of how her      15 percent of this number being
                                                                                                                                                                         each other to our customers.”
     and its partners        land became uncultivable due to lack of     women, who are plagued by a variety                                                                                                    Prakash, 31
                                                                                                                                                                                 Jilebis & samosas pushcart at Shaporenagar
     have taken the          water. Her husband, Aasanna, used to        of problems. Harassment by police,
                             work at a hotel in their village but they   municipal authorities or local goons who
     initiative to provide   were forced to migrate to the city as his   demand a share of their meager earnings
     them with capacity      earnings were not enough to feed their      is an inescapable fact of their lives.
                             three children. When the family landed      There is essentially no support from the
     building and            in Hyderabad, they began by selling idlis   government or municipal authorities for
     entrepreneurship        in a basket. Now, with the push cart and    them to exercise their fundamental right
     skills.                 an improved menu, they make a profit of     – the right to a livelihood.

                                                                                                                        Mobile food vendors: Ignored                     urban population – students, commuters,              Promoting food safety &
                                                                                                                        and unheard                                      daily wage earners and so on.                        entrepreneurship
                                                                                                                        Nationally, street vendors who form              Yet this segment of the working population           The Education vertical of DRF in
                                                                                                                        roughly two percent of our population            receives hardly any government or                    partnership with the Greater Hyderabad
                                                                                                                        have a turnover of Rs 800 crores. And            institutional support. There is much to be           Municipal Corporation (GHMC) and
                                                                                                                        mobile food vendors who account for 25                                                                Mission for Elimination of Poverty in
                                                                                                                                                                         said in favour of helping mobile food to
                                                                                                                        – 30 percent of the total street vendors,
                                                                                                                                                                         empower themselves to negotiate with                 Municipal Areas (MEPMA) have joined
                                                                                                                        have a turnover of more than Rs 200
                                                                                                                                                                         municipal authorities for better facilities          hands to address this issue through the
                                                                                                                        crores. There is a large and growing
                                                                                                                        demand for street food from the lower            so that they can carry out their trade               Aarogya – Safe Food Safe Water program.
                                                                                                                        and middle income segments of our                hygienically and more profitably.                    The thinking behind the program is that

16                                                                                                                                                                                                                                                                            17
Education Feature                                                                                                                                  Education News Snippets

                                                                                                                                                                                                            Tools and train ing for new Pudami te

                                                                                                                                                 Volunteers, children
                                                                                                                                                 redecorate ECCE
                                                                                                                                                                          a unique project wa
                                                                                                                                                 In July and August,                         ke the
                                                                                                                                                                           mented to ma
                                                                                                                                                 conceived and imple                          nters
                                                                                                                                                  Early Childhood    Care and Education Ce
                                                                                                                                                                          ractiv e to the children.
                                                                                                                                                  look aesthetic and att               walls would
street food vendors require capacity             approximately 3,000 street food vendors          are conducted on branding and promotion
                                                                                                                                                  As a me    re coat of paint to the
building/ skills training not only to            in 18 circles of the GHMC area. The              as well as food hygiene. In fact, as the                                exercise, ‘art’ created
                                                                                                                                                   have been a routine                            ed
                                                 project was then divided into three                                                                                      s proposed to be us
organize themselves through self                                                                  name of the project, “Aarogya – Safe             by older children wa
                                                 phases for implementation. DRF and                                                                as the “out of the bo
                                                                                                                                                                          x” fea  ture.                                                                                                recruited Pudami
managed and self reliant cooperatives                                                             Food Safe Water”, suggests, hygiene is                                                                                                                        ganized for newly
                                                 MEPMA entered into an MOU 9 July 2009                                                                                                               o        An intensive traini     ng program was or                              May. The objective
but also to develop entrepreneurship                                                              seen as the single most important need                                   re conducted in tw                                                                derabad from 24-29
                                                 wherein several measures to empower                                                               Art workshops we                venile Home for            school teacher      s in Hayathnagar, Hy                         hool practices, revis
                                                                                                                                                                                                                                                                                                     e the
skills. Thus, the basic objectives of the                                                         of consumers, which if catered to will
                                                                                                                                                    different centers –
                                                                                                                                                                          The Ju                                                                       ce the teachers to sc       with the preparator
                                                 mobile food vendors were formulated.                                                                                               training center.          of the prog     ram was to introdu                       rize them
project are to:                                                                                   improve their business significantly.
                                                                                                                                                    Girls  and Moosapet ECCE                                                             as  sessment and familia
                                                                                                                                                                            about 800 pieces
                                                                                                                                                                                                    of        entry level student
•	 Promote	 and	 nurture	 cooperatives	 of	      Phase 1 involves the ratification of
                                                                                                  Safe food practices are also an important         The outcome was                   th 100 craft            pr  ogram.          Classroom
                                                                                                                                                                              ng wi
   street food/ mobile food vendors              members by the GHMC. This ratification
                                                                                                  agenda of Phase 3. In addition, in this           different images alo                as a collage           transaction of va
•	 Build	the	capacities	of	cooperatives	of	      entitles them to an identity card and                                                               pieces wh   ich were displayed                   s                            academic
                                                                                                  phase, members are also given training                                   These display board                 subjects,
   street food vendors in undertaking the        several other facilities that are provided                                                          on huge boards.                       lls of the          planning for classes
                                                                                                                                                                                                                                           6 to
                                                                                                  on federation concepts and financial                                        on the wa
   management of their cooperatives.             by the GHMC, such as water supply and                                                               were then mounted                      painted in          10 and English lan      guage
                                                 electricity and gas connections. In this         management. Modules on all of these
                                                                                                                                                     ECCE cente    rs, which had been re                                                     oa
•	 Promote	 safe	 and	 hygienic	 food	                                                                                                                                       blu e theme. The team              development were als
   practices for the health of the urban
                                                 phase, the members are also formed               aspects will be printed and circulated to           a bright yellow and             Chirec School,            part of the     training. The
                                                 into CIGs (Common Interest Groups).              all members.                                        of 15  odd volunteers from                                                             ted
   poor.                                                                                                                                                                     Trishaniya and Am
                                                                                                                                                                                                     an,         content was selec
                                                 Workshops and orientation sessions are
                                                                                                  From the point of view of both health and           including Aneesha,                complete this            from their textbo     oks, so
•	 Ensure	quality	food	to	the	consumers	                                                                                                                                      a P to
                                                 conducted for the members on concepts
                                                                                                  business, it makes good sense to ensure             worked with Alekhy                 ECCE centre             that teachers would
   who are generally the urban poor and          of group formation, book-keeping and                                                                  activity. The children at the                    a                    ingful, relevant
                                                                                                  the sustainability of those who provide                                     that their school are              it mean
   the middle class.                             building leadership capacities.                                                                       were visibly thrilled                  d right in          and useful in
Partnering with GHMC and MEPMA,                  In Phase 2, MACs (Mutually Aided Co-
                                                                                                  so many of us with daily sustenance.                 had been so radically                                      classrooms as we      ll.
                                                                                                                                                       front of the ir eyes.
MEDC conducted a survey and counted              operative Groups) are formed. Workshops                                    - Madhusree Vemuru
                                                                                                                                                                                                                                     as       330
                                                                                                                                                                                                                  As       many
                                                                                                                                                                                                                   Pudami school      teachers
                                                                                                                                                                                                                                      in       the
                                                                                                                                                                                                                             op, which was                                                    teachers were
     Fast Facts                                                                                                                                                                                                    worksh                                               s for pre-primary
                                                                                                                                                                                                                                              batches. The session                    from Orient Longma
                                                                                                                                                                                                                   divided into seven                          while Ms. Sujatha
     •	 There	are	15,000	mobile	food	vendors	in	Hyderabad	and	Secunderabad                                                                                                                                         conducted by       Ms. Anitha Khosla,                the sessions for   primary teachers.
                                                                                                                                                                                                                                               urce team conducted                          English language
     •	 3,000	mobile	food	vendors	have	been	enumerated	and	enlisted	in	18	GHMC	circles                                                                                                                              and an internal reso                            source team led the
                                                                                                                                                                                                                                              with   an external re                        de an audiovisual
     •	 2,160	have	been	ratified	by	GHMC	and	they	have	attended	a	one-day	orientation	program                                                                                                                       Ms. Barbara, along                               from Eduvision ma
                                                                                                                                                                                                                                              and Ms. Chandana                           by Ms. Sandhya an
     •	 55	CIGs	(with	10-20	vendors	in	one	group)	have	been	formed	with	810	vendors                                                                                                                                 sessions. Mr. Bret                          ials were presented
                                                                                                                                                                                                                    presentation of     stories. Play mater                                 designed that the
                                                                                                                                                                                                                                                                      activities were so
     •	 5	MACS	(Mutually	Aided	Co-operative	Society)	have	been	created	with	these	810	vendors                                                                                                                                                  m Magic Bus. The                                   enhance the
                                                                                                                                                                                                                     Mr. Malla Reddy fro                                    their classrooms to
     •	 810	 vendors	 have	 attended	 a	 three-day	 workshop	 on	 health	 and	 hygiene,	 institution	 building,	 book	 keeping	 and	 group	                                                                                                      le to implement them in
                                                                                                                                                                                                                     teachers would be ab                                   of students.
        dynamics                                                                                                                                                                                                                                   king and writing skills
                                                                                                                                                                                                                     lis tening, reading, spea

18                                                                                                                                                                                                                                                                                                 19
Education Special

The colours of change
A painting workshop at DRF’s bridge           dance, painting and extempore dramatics,   were holding crayons, sketch pens and       The children, who were formerly very         work.” And for us at DRF, the question of    saw Sunitha, who suffers from mental
school for children of a Juvenile Home        which are conducted once a month.          water colours for the first time and none   critical of any activity they were asked     “will it work” changed to “It is working.”   illness, trying her hand at painting.
for Girls in Hyderabad proves that art                                                   had any formal training in art. But the     to join and would complain, saying “Why
                                              Recently, the bridge school organized                                                                                               The workshop brought about a positive        As a result of the encouraging response
has the power to heal, nurture and                                                       workshop achieved much more than just       should I do this?”, now said “We’ve never
                                              a painting workshop for the children                                                                                                and tangible transformation in all the       to this program, we now have plans to
transform.                                                                               colourful paintings and happy children –    enjoyed ourselves so much before.”
                                              of the juvenile home. The event was                                                                                                 three stakeholders – from disbelief to       extend the program to all the juvenile
“Setting into motion the wheels of            vibrant and colourful in every way –       it brought about a change in the mindset    The Juvenile Welfare Department              belief, from mistrust to trust and from      homes in Hyderabad, as a part of the first
change is an uphill task – even when the      visible not just in the artwork that was   of three groups of people: the children,    who repeatedly said, “These kinds of         hesitancy to confidence. “We never           phase of our operations and subsequently
commitment is huge. But when sprinkled        created but in the faces of the children   the Juvenile Welfare Department and the     programs don’t bring about any change”,      saw Sunitha laugh until now”, was the        to all the homes in the state.
with a little affection and care, the         who participated. Many of these children   team at DRF.                                now said “Let’s have an exhibition of this   observation by the inmates when they                                  - Madhusree Vemuru
change is not just visible, it also happens
much sooner than expected.” says
Srijana Gummalla, Project Officer of
the education project at the Government
Juvenile Home for Girls at Nimboliadda,
DRF set up a bridge school for the 90
odd children living in this home in
February 2010. Supported by Sarva
Siksha Abhiyaan, this is the first bridge
school in Andhra Pradesh that caters to
children lodged at a juvenile home. The
school now has four teachers, of which
two are appointed by DRF and two are
government teachers.
Before the bridge school was set up, the
children had little sense of discipline or
purpose. They were often found lounging
about aimlessly in groups around the
home, with nothing constructive to
do. They attended vocational courses
such as tailoring or beautician courses,
but this too was done in a haphazard
fashion. Today, things are different. All
the children attend classes religiously
from 9.30 am to 3.30 pm, just as they
would if they were enrolled at a regular
The curriculum and activities of the
school include a three-month long
Foundation Course that focuses on basic
Math and Communicative English as
well as building language skills. After
completing this course, the students’
academic skills are assessed and they
are grouped according to their age for
further training in preparation for their
Class 7 and 10 examinations.
An important aspect of the bridge school
is to also encourage the creative abilities
and life skills of the students through
various recreational activities such as

20                                                                                                                                                                                                                                                                     21
Education                                                                                DRF in the News

Tiny tots on the road to
global citizenship
Global School Partnerships (DGSP) is         a pressing global issue on which greater
a program funded by the Department           awareness is needed. They have engaged
for International Development (DFID)         in an activity branded as the Pudami
                                                                                         Financial Express, 8 July
which seeks to “motivate young people’s      Westrise Eco Friends Project, wherein
commitment to a fairer, more sustainable     schoolchildren make paper carry bags
world.” It promotes partnerships             using old newspapers and give them
between schools in UK and schools            to local shopkeepers to replace the
in Asia, Africa, Latin America and the       plastic carry bags that are widely used.
Caribbean. The program aims to equip
young people around the world with           This year, all the 31 Pudami Schools
the skills and knowledge to enable them      have found partners in various UK
to become global citizens through the        schools located in Warwickshire,
development of joint curricular work         Staffordshire, Hastings, Gloucestershire,
and exchange visits. DGSP encourages         Sandwell, Hertfordshire, West Midlands,
the involvement of the wider community       West Yorkshire, Northamptonshire,
in school partnerships. It also aims         Southgate and many other places. Of
to raise young people’s awareness            these, several partners are moving at                                                      (Sandesh)
on global developmental issues.              full speed with project concepts and
                                             some are making a steady beginning.
DRF initially entered the partnership
in a small way in 2009, beginning with       As we all know, any education is
one Pudami School – The Pudami               incomplete without building sensitivity
Neighbourhood School, Hayathnagar            on critical issues like social justice
– which partnered with Westrise Infant       and equity, diversity, globalization                                                                             Times of India, 8 July
Community School at Sussex, UK. This         and    interdependence,    sustainable
partnership won a preliminary grant          development, peace and conflict and
                                                                                         Sakshi, 27 May
called the Reciprocal Visit Grant for the    more. DGSP seeks to achieve this
year 2009-10. The schools partnered on       through the projects that the schools
an interesting project on the environment,   undertake.

                                                                                                                                  Andhra Jyothi, 22 April

                                                                                                                                                            Dainik Jagran, 15 July

                                                                                         Sakal, 12 June

                                                                                                                     Aaj-Kal, 23/6/10

22                                                                                                                                                                                     23
CSR Spotlight

Tata Projects Limited:
Where “giving back” is in the DNA

     “              hat comes from    “No success or achievement in material        manpower shortages in the construction         facilities of schools near the project         citizens homes/ ashrams, TPL staff and      in Hyderabad and Indore to cater to the
                    the people has    terms is worthwhile unless it serves the      skills workforce of the company and its        sites. Schools have been supported with        volunteers have sought to improve the       needs of the booming telecom market.
                                      needs or interests of the country and its     contractors.                                   books, uniforms, computers, stationery,        health and well being of various groups     The ‘telecom sales’ curriculum was
                    to go back to                                                                                                                                                                                             developed with inputs from TTSL. A
                                      people.” JRD Tata                                                                            furniture fixtures, sports materials,          of society
         them many times over”,                                                     TPL has partnered with NGOs like DRF,
                                                                                                                                   etc. The Primary Education Program                                                         total of 100 youth have been trained and
         said Jamsetji Tata. For      The Tata Group has been credited for          St. Mark’s Boys Town H.S & I.T Centre,
                                                                                                                                   has been implemented in 41 schools,            DRF and the Tata Group                      placed in various telecom companies.
                                      aggressively pursuing several corporate       Montfort Technical Training Centre, and
         more than a century                                                        government industrial training institutes      affecting 25,439 children in 21 sites. This    DRF has a long-standing relationship        An MoU was also signed with Trent, a
                                      social responsibility (CSR) initiatives
         now, the Tata Group has      in India and has been successful in           close to projects sites to impart training.    program is supported by TPL employees          with the Tata Group. Tata Council for       Tata Group Company, to develop a LABS
         lived according to this      integrating these initiatives across the                                                     who help by volunteering at the schools.       Community Initiatives (TCCI) which co-      curriculum and provide collaborative
                                                                                    The students are identified from the
         belief of its founder. One   Group companies, institutionalizing its                                                                                                     ordinates the varied and widespread         vocational training in the retail sector.
                                                                                    villages in and around the projects            Safe drinking water
         of the largest industrial    very concept.                                                                                                                               community development activities of         The partnership also supports the
                                                                                    sites by the project teams. They are
                                                                                                                                   The poor quality of drinking water in          Tata companies, collaborated with DRF to    placement of LABS aspirants in their
         conglomerates in India,      Tata Projects Ltd – a member                  enrolled in a three-month residential
                                                                                                                                                                                                                              stores like Westside, Star Bazaar and
                                                                                    course which encompasses practical             India, the cause of several major health       enhance the employability skills of youth
         the company’s eminence       company of the Tata Group, operates                                                                                                                                                     Landmark.
                                                                                    training and theoretical classes by ITI        hazards, has been a matter of major            through a very unique programs called
         is not indebted to its       as an engineering, procurement and
                                      construction company. Its core values         staff and TPL employees. They are also         concern. TPL’s Safe Drinking Water             “NEEV – Nurture, Educate, Empower,          Currently Tata Power and DRF have
         economic success                                                           trained in personal development and            program addresses this serious public          Value”. The Hyderabad Regional Group        entered into an agreement to facilitate
                                      are good corporate citizenship, humility
         alone, but also to its       and willingness to learn, concern for         communications skills. Employees of the        health issue by providing safe drinking        (TCC-HYD) through member companies          livelihood opportunities for 300 rural
         reputation for ethics and    all stakeholders, business with ethics,       company play a proactive role in training      water to villages at different project         of Tata, addressed the sustainability       youth and about 100 urban youth in
         responsibility.              passion for excellence and teamwork.          and mentoring the candidates.                  sites of the company. TPL’s in-house           subject at LABS by providing support        Maharashtra. The program for rural
                                                                                                                                   team designed the Reverse Osmosis              through employee volunteering/ training     youth, ‘Skilling Rural India’, is grounded
                                      Its focus is not only to usher in progress    This is followed by three months of on-
                                                                                                                                   (RO) plant which converts contaminated         programs, curriculum development and        in the villages around Lonawala.
                                      through development of core sectors,          the-job training at different project sites
                                                                                    of TPL. After completing this phase of the     water into potable drinking water,             placement assistance through franchises,    The most recent associations between
                                      but also to transform the communities                                                        making it safe for human consumption.
                                                                                    program, they are certified by the institute                                                  contractors and suppliers.                  Tata Projects and DRF include
                                      around its project sites. “At TPL,                                                           The first Defloridation unit (1000 LPH)
                                      corporate social responsibility is not an     as well as the Modular Employable Trades                                                                                                  volunteering by TPL employees at LABS
                                                                                                                                   was installed in 2005 at Chinnakandukar        Tata Communications Ltd (earlier known
                                                                                    (MES) of the Government of India. To                                                                                                      centers and working together on the
                                      add-on. It is fundamental to our business                                                    in AP. TPL has installed 31 RO units           as VSNL) and DRF jointly set up the ‘Tata
                                                                                    date, 334 students have been trained and                                                                                                  ‘Skilling Rural India’ program.
                                      strategy. We are committed to making a                                                       across its project sites, benefitting          Telecom Training Academy’ at Mumbai
                                                                                    90 percent have been placed at various
                                      positive difference in the communities                                                                                                      in 2006 which ran for five years. It        According to Mrs. Anuradha Prasad,
                                                                                    project sites.                                 1,10,300 people.
                                      in which we live and work, explains Mr.                                                                                                     trained financially disadvantaged youth     Managing Trustee, DRF, “DRF and
                                      A.K. Mathur, Executive Director, TPL.                                                                                                       from class C/D towns in India and           Tata Group share a common vision
                                                                                    Primary education                              Community based initiatives                                                                towards social transformation. For us
                                                                                                                                                                                  helped more than 200 youth secure
                                      Employability skills training                 The objective of TPL’s “Supporting             TPL has adopted a holistic approach                                                        at DRF, It has been a decade of fruitful
                                                                                                                                                                                  employment in various field locations of
                                                                                    Primary Education Program” is to provide       to social development through various                                                      partnership with Tata Projects, Voltas,
                                      Surveys reveal that 44 percent of the                                                                                                       Tata Communications.
                                                                                    basic education for underprivileged            community based initiatives across                                                         Tata Communications, Tata Teleservices,
                                      300 million youth (age 18-35) in India
                                                                                    children who have not been fortunate           India. From medical camps (blood               In December 2008, DRF launched              Tata Trent and Tata Power. I look forward
                                      lives below the extreme poverty line.
                                      These underprivileged masses are either       enough to attend primary schools. It           donation, free dental camps, pulse polio       ‘Asha LABS’ in association with Tata        to further deepening of our relationship
                                      unemployed or take up unskilled/ low          provides academic support and helps            immunizations camps, eye exams, mass           Teleservices Limited, and under the         to reach out to many more underserved
                                      skilled jobs for very low pay. Some are not   to upgrade the infrastructure and              sterilization camps, etc) to visiting senior   pilot program, two centers were set up      segments of the society.”
                                      aware of the vocational training courses
                                      available to them and others may not
                                      be able to afford them. In this scenario,
                                      TPL provides employability skills training
                                      to entry level workers in welding,
                                      fitter, form carpentry, bar bending and
                                      electrician trades. TPL’s program meets
                                      the dual purpose of enabling people to
                                      find gainful employment and bridging

24                                                                                                                                                                                                                                                                   25
                                                DRF launched a
                                               monthly newsletter
                                               on LABS activities
                                                  in May 2010.
                                               The poster gives a
                                                colourful glimpse
                                                into all the major
                                               goings on at LABS
                                                 centers around
                                                   the country.

6-3-655/12, Somajiguda, Hyderabad - 500 082.
Ph: +91-40-65343424, 23304199 / 1868
Fax: +91-40-23301085


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