IES Management College and Research Centre,

Bandra, Mumbai.

Project on Social Marketing

Submitted to Ms. Richa Anand

Group

Name Roll No.

Supriya Desai 07
Shriyans Kanvinde 16
Nakul Mhatre 32
Swapnil Wadval 36
Fiscal Incentives and Awards Program
in Rural Sanitation

By

Water Supply & Sanitation Department

Government of Maharashtra, India
About Maharashtra

One of the largest state of India

Most industrialized

Situated in western region of the country

Mumbai, the financial capital of India, is capital of the State

Total Population 96.8 million as in 2001

Rural Population 53.7 million

Area : 3,07,713 sq km
 Evolution of Policy (1996-2000)

The State Government created a separate Department of Water Supply

Ÿ
& Sanitation in 1996 and gave top priority to the water & sanitation
programme.

Focus was on creating subsidised individual household toilets.

Ÿ

• Two pit environmental friendly toilets were promoted.

• This approach helped in constructing 1.7 million toilets during the

period between 1996 to 1999 and improved coverage from a mere 6%
to 20%.

• Emphasis was on creation of assets and not on behavioral change.

Lessons:
TLack of sanitation facilities is not always due to lack of resources for
Ÿ
families above poverty line but deep rooted behavior & lack of priority
of household for toilets. Hence need of creating demand through
awareness and IEC.

Focus should be on all aspects of sanitation rather than mere

Ÿ
construction of toilet.

Community action can bring sustainable change inindividual behavior.

Ÿ

Focus on Village as a unit rather than on Individuals.

Ÿ
 Evolution of Policy (Post 2000)

Government of India started the Total Sanitation Campaign (TSC)

Ÿ
under its broader Reform Agenda in this sector in 1999
Ÿ State Government was first to adopt and implement new approach in
2000
Ÿ Under this approach the focus shifted from:

- households to community as a unit

- from construction of latrines to elimination of the practice
of open defecation
- from household subsidy to ‘community rewards’ for
collective achievement of goals.
- Subsidy to individual household reduced to zero.
- Incentive given to only Below Poverty Line Family on
collective achievement

Focus on making whole village “Open Defecation Free” to reap

Ÿ
optimum health benefits
• Though slow to begin with, this concept has now gained popularity in
the state and major stakeholders are (social workers, politicians,
government officers etc) promoting this concept
• In a short span of 4 years about 3500 villages panchayats have
achieved the status of ‘Open Defecation Free Village ’and many more
are on the verge.
• Maharashtra has set a goal to achieve MDG by 2007 and making all
Villages 100 % free from open defecation very soon .
 From Subsidy to Fiscal Incentives & Awards

An innovative , award based program was started in the year 2000

Ÿ
captioned as ‘Sant Gadge Baba Village Campaign’ (SGBC), giving
emphasis on all aspects of sanitation

The aim of SGBC Campaign was to promote community action in water

Ÿ
and sanitation sector and creating awareness amongst masses leading to
demand for sanitation

The SGBC has since gained momentum and has grown in strength. It
Ÿ
has become a leading example for other development programs

The “Open Defecation Free Community” has gained rapid public

Ÿ
support and is fast becoming a mass movement in the State

The Government of India initiated “Nirmal Village Award” in 2002 for

Ÿ
“Open Defecation Free” Village.
 The Clean Village Campaign (SGBC)

It is a competition for ‘clean village’ award where villages participate

Ÿ
voluntarily

The Gram panchyats, PRI take the lead in mobilizing communities

Ÿ

Communities undertake work with their own resources and no

Ÿ
subsidy from the State

A ‘Neutral Committee’ evaluates the competing villages at 5 levels sub-

Ÿ
block: block, district, region and state

Award money given as a token of appreciation of the community’s

Ÿ
collective action towards building a positive physical and social
environment in the villages

More than 8000 Village Panchayats (PRI) have participated in this

Ÿ
process

Successful villages are recognized as resource centers for rural

Ÿ
development and innovation.
A award based Campaign , for Clean Villages
since 2000 …

Village Development Through Community action

 About the Saint

Sant Gadge Maharaj, a great saint of 20th century, worked for village
Ÿ
upliftment and specially for village cleanliness

Sant Gadge Baba identified himself with masses

Ÿ

His memory has a strong emotional appeal throughout Maharashtra

Ÿ

Hence, the programme was initiated in his memory.

Ÿ
 About the Campaign

All Decisions are collectively taken in the villages

Ÿ

Villages participates in the competition with innovative ideas

Ÿ

Campaign covers :
Ÿ
Drinking Water,
Management ,
Liquid & Solid Waste Management ,
Sanitation Coverage ,
Overall Cleanliness ,
Community Participation ,
Family Welfare , Non -
Conventional Energy etc
 Campaign Mode

Preparation at District level 20th to 30th September (Every year)

Ÿ

Simultaneous Gram Sabha ( Assembly of voters) in all villages - 2nd Oct

Ÿ
(Gandhi Jayanti Day)

Campaigns and activities related to sanitation are planned and

Ÿ
implemented

Participating villages are evaluated by independent teams at different

Ÿ
stages

Government motivates more and more villages to take part.

Ÿ
 Awards after performance

3 Cleanest Villages In Each Block

Ÿ
– Rs. 25000, Rs.15000, Rs.10000

3 Cleanest Villages In Each District

Ÿ
– Rs.0.5 M , Rs.0.3 M, Rs.0.2 M

2 Cleanest Village In Each Division

Ÿ
– Rs. 1.0 M , Rs. 0.6 M

3 Cleanest Village In The State

Ÿ
– Rs. 2.5 M, Rs. 1.5 M, Rs. 1.25 M

The prize money is required to be utilised only for the

community development activities in the village
 Award Ceremony

The Chief Minister at the State level award ceremony

Appropriate programme with very high visibility at the every

Ÿ
level

At the state level the awards are given at the hands of the
Ÿ
Governor & Chief Minister of the state

Sarpanch, VWSC chairman and women representative from the

Ÿ
prize winning village receives the prize on behalf of the village
 Impact

This campaign has ignited the community spirit and

Ÿ
transformed into a mass movement

The community involvement in terms of social forestry,

Ÿ
watershed development, management of local resources, women
and youth empowerment , utilisation of waste for organic
manure, promoting non-conventional energy are exemplary

Large amount of resources mobilized by the community

Ÿ

Achieved universalization of sanitation

Ÿ

Villages have better living conditions and improved aesthetically

Ÿ

The PRI institutions strengthened

Ÿ

Government faith in decentralizations vindicated

Ÿ

Convergence at PRI level has improved the service delivery

Ÿ
mechanism

Under Nirmal Village Award initiated by GOI, 13 PRIs from

Ÿ
Maharashtra received awards out of 40 PRIs awarded from the
country in 2004

381 PRIs received awards out of 766 PRIs awarded from the
Ÿ
country in 2005
 Impact

Applications for 2956 PRIs have been submitted to GoI for the
Ÿ
current year

Institution of Nirmal village award has given tremendous boost

Ÿ
to our efforts in scaling up sanitation coverage and
universalisation of the concept

The sanitation coverage has increased to 42% in 2006 in rural

Ÿ
Maharashtra having a direct implications on the health of the
community

A broader realisation and acceptance within the rural

Ÿ
communities about the importance of managing the water and
sanitation services by themselves for effectiveness, efficiency
and sustainability

The sanitation reforms (SGBC and “Open Defecation Free”

Ÿ
moment) have created a social environment for communities to
come together, identify their common programmes and address
them in an equitable manner

Many states and countries have studied the reform approach

Ÿ
adopted by the GoM and have started picking up key aspects of
this model for their own states/ countries.
Award Ceremony

The award ceremony of Nirmal Village at the hands of

Hon. President of India
Glimpses of Efforts - Mass Communication
Glimpses of Efforts - Mass Communication

Message paintedon walls

Glimpses of Efforts - Mass Communication

Kala-pathak in action

Documentary Show
Glimpses of Efforts - Mass Communication

Sanitation Exhibition

Sanitation Torch for awareness

 Inter-Personal Communication

Masons, Trained Teachers,

School Students, Anganwadi Workers,
Extension workers, Para-professionals,
NSS Volunteers, PRI Representatives
as Trainer
Involving Celebrities forSocial Cause in IEC Films
for triggering theCampaign.

Anna Hazare –
Renowned social activist

Sachin Tendulkar –
Star Cricketer
Glimpses of Efforts

Information dissemination and transparency

Involving student as messengers for mobilization

Before After Photo Album

Before

After
Before After Photo Album

Before

After
Before After Photo Album

Before

After
Thank you