Up – Rural Poverty Alleviation Project covering Nutrition Support and Rural Livelihood Enhancement- CSR Projects India
 
 
 
 
 
 
 
 

Last Updated:  16/10/2019

 

Project Pitch By: The/Nudge Foundation

 

Proposed Project Title


Up – Rural Poverty Alleviation Project covering Nutrition Support and Rural Livelihood Enhancement

 

Thematic Area

Eradicating hunger, poverty and malnutrition, promoting health care, sanitation & safe drinking water

Sub Thematic Area

Livelihood Programmes

Project Synopsis

Up is a 36 month evidence based integrated micro-entrepreneurship program targeted at ultra-poor families living on less than Rs 34/day. The program is based on the Graduation Approach designed by BRAC, one of the world’s largest NGOs, and has proven to have long term impact, increasing incomes and inculcating a savings habit within these families. The program takes a 360 degree approach to poverty alleviation, consisting of food security support, capacity building, livelihood planning, skill development and access to government social security schemes. The program is based in Jharkhand, where more than 10% of all households are ultra-poor. We have already partnered with the Jharkhand State Livelihood Promotion Society, and will be working with 1500 women led ultra-poor families in the first year of the program. The total cost to implement this program is ~Rs. 46,000 per family, spread over 3 years.
 
 
 

Overview of the Proposed Project

Estimated Budget
INR 0.6 Cr - INR 1.0 Cr
Proposed Location
Lohardaga, Latehar, Gumla

Key Project Partners
Government,Gram Panchayat

Project Status
Active
 

Facts

Beneficiary Type (Primary): Women
Beneficiary Type (Secondary): Children
Estimated No. of Beneficiaries: 1000 and above Families
Status of Baseline Survey: Already Done
 
 
 

Proposed Project Description

Problem - More than 10% of India’s population lives in ultra-poverty – where ultra poverty is defined as living on a household income of less than Rs 34/day, being unable to get two full meals a day, owning less than 25 decimals of land and undertaking distress migration. While the Indian state and central governments invest lakhs of crores into social security and poverty alleviation programs, these programs rarely ever reach the ultra-poor, who are usually socially and economically excluded.

Today, Jharkhand is India’s second poorest state, with more than 50% of the state’s 39 million people living under the poverty line, and 10% living in ultra-poverty. Of the 108 aspirational districts identified by NITI Aayog, 19 districts are in Jharkhand, illustrating the need for such a program in the state.

 

Solution - The/Nudge’s Ultra Poor (Up) project’s purpose is to sustainably nudge these families out of extreme poverty through an internationally acclaimed, evidence based program based on the ‘Graduation Approach’ developed by BRAC, one of the world’s largest NGOs. The Graduation Approach, designed by BRAC in 2002 is a carefully sequenced series of interventions implemented over 36 months.

 

The program is based on BRAC’s insight that the ultra-poor need food security and a significant upfront investment to jumpstart their economic activity with continuous coaching, financial inclusion and market linkages. The following form the main components of the program:

  1. Selection and targeting: Selection of the poorest households through community participation, Participatory Wealth Ranking Tool (PWR) and Poverty Assessment Tool Survey (PAT) to identify the poorest and most marginalised families in the villages.  
  2. Social and financial inclusion: Formation of ultra-poor SHGs (Self Help Groups) consisting of the headwomen of selected ultra-poor households or integration into existing SHGs
  3. Consumption support: Provision of consumption allowance (INR 30/day for 90-100 days) during lean period to ensure families don’t need to sell assets or undertake distress migration during the program, and can concentrate on building their capacity.
  4. Livelihood planning: Creation of custom livelihood plans for each household depending on factors such as market opportunity, existing skill sets, interest area and cultural context
  5. Asset transfer and training: Provision of grant to each individual household for asset and livelihood creation along with technical skills training on how to care for the asset and run their business
  6. Coaching: Ongoing skill development, coaching and hand holding support to help participants productively utilise the grant or asset and spread awareness on issues such as health, education, nutrition, different central/state social security support available to them and how to access these programs.

Program Outcomes: At the end of program, we expect families to be engaged in at least two diversified livelihoods, have increased their incomes and savings, have bank accounts and government identification,  increased incomes and savings, be engaged in at least 2 diversified livelihoods, get at least 2 square meals a day and participate in Self Help Groups.

Consumption support: Provision of consumption allowance (INR 30/day for 90-100 days) during lean period to ensure families don’t need to sell assets or undertake distress migration during the program, and can concentrate on building their capacity.

 

Evidence of effectiveness of the solution: The program has been successfully piloted 58 times across 37 countries, with randomized control trials conclusively demonstrating an increase in income and better standards of living. The/Nudge has partnered with BRAC and Jharkhand State Livelihood Promotion Society to implement the program across three districts in Jharkhand – Lohardaga, Gumla and Latehar, reaching over 1500 families in the first year of implementation. Over the next 5 years, we plan to nudge more than 50,000 families out of ultra-poverty.  By working with government and quasi-government agencies, we will also build convergence, reducing our own cost of implementation while increasing the scale of the program.

New layer...
 
 

Salient Features

  1. Cost per family – INR 40,000 over 3 years – including support for food security, transfer of an asset/skill to kickstart livelihoods, training to
  2. Expected increase in annual household income – ~130% (from INR 25,000 to INR 57,000) Expected increase in annual household savings - ~3200% (from IN
  3. Cost to uplift one family out of ultra-poverty- ~46000 over 3 years
 

About The/Nudge Foundation

 

The/Nudge exists to alleviate poverty – sustainably and scalably.
The/Nudge was founded in 2015 by Atul Satija (Forbes 40 under 40, ex-CRO, InMobi and former MD, Google, JAPAC) with the support of Nandan Nilekani and Tata Trusts to break the cycle of poverty for rural youth through the Gurukul Program in Life Management – a 360 degree comprehensive life, learning and economic foundation program. To date, we have lifted ~4000 graduates out of poverty, providing students who opt in with a 100% placement guarantee at the end of the program.    
In 2017, The/Nudge launched N/Core, India’s first non-profit incubator with the aim to nudge and nurture top talent to solve for India’s biggest challenges. In 1.5 years, N/Core has worked with over 30 non-profits across India, impacting over 800,000 people.
In 2019, The/Nudge inaugurated the Centre for Skill Development and Entrepreneurship (CSDE) in collaboration with the National Skill Development Corporation. CSDE is India’s first think-do-convene tank focussed on accelerating the research, innovation and scale of India’s skill development initiatives.
The/Nudge’s work has been supported by organisations such as Omidyar Network, Rockefeller Foundation, Mphasis, HDFC, HSBC, DRK Foundation, Cisco, Viacom 18, and Morgan Stanley.

The/Nudge exists to alleviate poverty – sustainably and scalably.

The/Nudge was founded in 2015 by Atul Satija (Forbes 40 under 40, ex-CRO, InMobi and former MD, Google, JAPAC) with the support of Nandan Nilekani and Tata Trusts to break the cycle of poverty for rural youth through the Gurukul Program in Life Management – a 360 degree comprehensive life, learning and economic foundation program. To date, we have lifted ~4000 graduates out of poverty, providing students who opt in with a 100% placement guarantee at the end of the program.    

In 2017, The/Nudge launched N/Core, India’s first non-profit incubator with the aim to nudge and nurture top talent to solve for India’s biggest challenges. In 1.5 years, N/Core has worked with over 30 non-profits across India, impacting over 800,000 people.

In 2019, The/Nudge inaugurated the Centre for Skill Development and Entrepreneurship (CSDE) in collaboration with the National Skill Development Corporation. CSDE is India’s first think-do-convene tank focussed on accelerating the research, innovation and scale of India’s skill development initiatives.

The/Nudge’s work has been supported by organisations such as Omidyar Network, Rockefeller Foundation, Mphasis, HDFC, HSBC, DRK Foundation, Cisco, Viacom 18, and Morgan Stanley.

 
 

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