Showing posts with label IIPM-Gurgaon. Show all posts
Showing posts with label IIPM-Gurgaon. Show all posts

Tuesday, November 02, 2010

Water woes intensify

IIPM Prof Rajita Chaudhuri: The New Age Woman

When it was predicted about a decade back that the next World War would be fought for control of water, sceptics dismissed it as a mere hyperbole. Now, with killings over water being reported from across the country, the spectre of the past is becoming a scary reality. The TSI team of Anil Sharma, Raju Kumar and Nishant Bhadreshwar takes stock
RAJU KUMAR AND NISHANT BHADRESHWAR

Water woes intensify It is a truth universally acknowledged that a single man in want of a wife must be a good provider. However, what the word ‘provider’ encompasses has acquired a new meaning in Rajasthan. Here, a man must be able to provide water to the family apart from other things. Sounds like a leaf out of Ripley’s ‘Believe It or Not’, but the acute water scarcity in the state has made a lot of people wary of marrying off their daughters in villages where women would inevitably have to trudge for miles everyday to fetch some water. “Often, women have to walk for miles to collect water. Many people are reluctant to marry off their daughters into such communities,” says Rameshwar Chaudhari, a resident of village Chopra Dhotra in Jodhpur district of Rajasthan. His village is facing severe water crisis.

Rajasthan, spread over 10.4 per cent of the country’s geographical area and sustaining more than 5.5 per cent of the human population and 18.70 per cent of the livestock, has only 1.16 per cent of the total surface water available in the country. This year, the ground water situation has turned alarming in the state with only 30 water blocks out of the total 237 left in the safe zone. With increase in the population and subsequently the demand for water for various purposes, the state is already in the middle of a terrible water crisis. The per capita annual water availability in the state is about 650 cubic meters against the minimum requirement of 1,000 cubic meters. “I am 60 years old and have never seen a situation like this. We get water only once or twice a month and even that comes with low pressure. It takes over half an hour to fill a bucket,” says Kamla, a resident of Naulakhi in Sri Ganganagar district. The crisis has also become so acute in Atru in Baran district that the water department—in spite of spending Rs 20,000 daily on the supply of water—is finding it difficult to meet the local demand through tankers.

The local administration in Akhlera in Jhalawar district, having a population of over 12,000, is now planning to engage 150 plus tankers to supply water. The only source of water in the town, Amalvada Deh dam, is drying up fast. Similar situation has emerged in Sojat Road in Pali district where the administration has demanded a special 65 wagon water train to overcome the crisis. Women in Bhilwara town of Rajasthan recently blocked the road in front of the municipality, demanding increased water supply. “We want more tube wells to be dug up so that we can get water,” says Kamla, a housewife. Water is being supplied once in every five days in the town famous for its textile industry. The scenario in the state capital Jaipur is no better, where water is being supplied once in a day, and that too only for an hour. “To add to our woes, we have heard that the government is planning to make it once in 48 hours. How would we live,” says Ashok Kumar Sharma, a resident of the walled city area.

Gone are the days when people would man pyaos to give water to the thirsty. Now, people are manning water bodies to keep the thirsty away from them. Water shortage has forced the residents of a village near Bikaner to maintain a tight vigil on the village water bodies to prevent water theft. “There is always a threat of water theft, so we have appointed watchmen to keep a vigil on our water bodies,” says Bhola Ram, a resident of Pugal village in Bikaner district.

It is feared that the availability would fall below 450 cubic metres by the year 2050. As per the international accepted norms, availability of water below 500 cubic metres is considered as absolute water scarcity. Although the Ashok Gehlot government is trying to take steps to ease the crisis, but so far the problem persists. “We are doing whatever best we can. Supplying water through tankers and running water trains. We have decided to supply water through tankers to more than 10,000 villages during May and June,” a senior official of the water department tells TSI. “We have also decided to focus on community-based water management solutions instead of predominantly engineering-based ones,” he adds.

The situation in the neighbouring Madhya Pradesh is probably worse. Brawls over water are resulting in people eventually killing each other at many places in the state. Incidents of the killing of three people of the same family in Bhopal, two people in Indore, a person in Bilkhiriya village and a person in Devas dot the 2009 calendar. Water woes intensify This year the first incident of killing over water was reported from the Bakshibagh locality of Indore on March 31. A 16 year old girl, Poonam Yadav, was stabbed to death by one of her neighbours. On April 7, Ramchandra of Alot was shot dead by his neighbour. On May 9, a few people killed 60 year old Madholal of Dhakora village in Rajgarh district following a squabble at the village well. A similar incident was reported from the Naryavali village in Sagar district a day earlier where a few people attacked with an axe and injured one Pushpabai at a well.

This is besides the daily squabbles over water in the state capital Bhopal where water is being supplied only once in 48 hours. People have to unfailingly wake up very early in the morning to fill their tanks. Others choose to keep a vigil whole night lest they miss the chance.

Water is hard to find even at 600 feet at some places in MP. Scores of rivers and water bodies have dried up. Gauri Shankar Bisen, a minister in the MP government, accepts that the crisis in the state is real. “There is acute water crisis in the state. We have allocated sufficient funds for the supply of drinking water to all the districts. We are paying special attention to the districts where the situation is more serious such as in Shyopur and Neemach,” he informs TSI.

In Maharashtra, farmers are the worst hit because of the water scarcity. “I had 3,200 trees of pomegranate on my farm. Of them, just 600 are left now. I had to cut down most of them due to lack of water,” says Ranjeet Patil who owns 30 acres of land at chakur town, 13 km off Latur. It’s not that Patil did not try to get water. There are as many as 17 bore wells on his farm but there is no water. The first bore well was 3oo feet deep and the 17th one was dug at 625 feet.

Presently, about 36,65,000 hectare of land is under irrigation in Maharashtra. The figure was12,20,000 hectare in 1960. With no considerable change in the rainfall pattern during the last 50 years, farmers had to rely on the underground water to meet the increasing need. But that too is now out of sight. Ecological Expert Atul Deolgaokar says, “According to a report by ‘International Water Management Institute’, if the use of water for drinking and farming continues in same way, then 70 per cent of the groundwater would be used up by 2020.”

In a survey done in March by the ‘Maharashtra State Groundwater Survey and Development Department’, it was found that out of 47 towns in Konkan division, groundwater level in 11 towns has gone down by one metre. In Aurangabad division it has dipped by one to three metres at different places. And this is what has affected farmers like Patil.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
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Tuesday, September 21, 2010

There is still a lot of ambiguity on how they market themselves

Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

Though value based that stand might be, NGOs are waking up to the fact that there has to be a judicious mix nevertheless. Says Arindam Paul, Director, Aurobindo Chaudhuri Memorial Great Indian Dream Foundation – GIDF – (a foundation supported by global giants like UNICEF, and funded by GAIL and National AIDS Control Organisation), “Even though we have considerable funding available, the fact is that the scope of work in improving disadvantaged classes is so huge, that no amount of funds are actually enough; one reason we have to keep up the fund sourcing effort regularly.”

If this is the situation, how is it that these new age Robin Hoods actually break through the clutter and ensure that people and authorities notice their efforts amidst growing number of NGOs in the country? In simple terms, how do they ensure brand recall, considering that advertising is not a cost-effective way for most non-profits to increase their fund raising or visibility? “Mass campaigning,” answers Rejitha, Joint Coordinator, Sakhi (a Kerala-based NGO that works for women empowerment). She believes that it’s the mass campaigns that have helped them to take their work to the public and authorities.

But there’re many BTL activities too that NGOs utilise for fund generation. Be it organising rallies and fairs, holding seminars or workshops, these marketers have always given such events an eminent position in their fund raising strategies. So far so good! But if industry experts are to be believed, then NGOs today have also started using new age marketing tools like social media as a much more effective way to increase their visibility. “Staffing for social media and developing a clear strategy can be hard, but it’s definitely more cost effective to implement,” agrees Sarah.

One can see the increased usage of celebrities when it comes to brand endorsements in the NGO fraternity. While Aishwarya Rai Bachchan can be seen campaigning for Smile Train (a charity that works worldwide for children with cleft lip), Sonam Kapoor and Vidya Balan too have stepped forward to raise funds for NGOs Khushi (an NGO working for upliftment of women and children) and Nanhi Kali (which propagates education for the girl child) respectively. GIDF even brought in the likes of Sachin Tendulkar and Miss Universe 2005 Natalie Gledova for promoting fund drives. M. S. Dhoni, Amitabh Bachchan, John Abraham, Anil Kapoor… all happen to be endorsing a social cause. Raison d’ĂȘtre: a big proportion of the NGOs strongly believe that celebrities really can take the message to the masses. Henri Tiphagne, Director of People’s Watch (a South India-based NGO working for protection of human rights), says, “It makes the job a lot easier when celebrities represent you completely and correctly.” More so because the sad truth is that media is more likely to highlight the event if a celebrity is attending it.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
Award Conferred To Irom Chanu Sharmila By IIPM
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