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1. Poverty In India
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2. Presentation Flow
•What is Poverty?
•Poverty in India
▫Rural
▫Urban
•Role of NGOs
•Social Marketing for Poverty
•What can we do?
•Recommendations
•Conclusion

3. What is Poverty?
•Poverty is hunger.
•Poverty is lack of shelter.
•Poverty is being sick and not
being able to see a doctor.
•Poverty is not having access to
school and not knowing how to
read.
•Poverty is not having a job, is fear
for the future, living one day at a
time.
•Poverty is losing a child to illness
brought about by unclean water.
•Poverty is powerlessness, lack of
representation and freedom.

4. Poverty in India
•Despite the growth and development of the Indian economy during the last couple
of decades, poverty is, parallel, increasing in absolute terms.
•The bare fact is that nearly 27.5 % of India’s population still lives below the
poverty line, and 75 % of this, lives in rural areas.
•A recent report laments that 77 %of Indians live on a daily income of Rs.20only.

5. (Rural)
•AbouttwothirdsofIndia’smorethan1billionpeopleliveinruralareas,and
almost170millionofthemarepoor.
•Althoughmanyruralpeoplearemigratingtocities,3outof4ofIndia’spoor
peopleliveinthevastruralpartsofthecountry.
•Povertyisdeepestamongscheduledcastesandtribesinthecountry’sruralareas.
India’spoorestpeopleinclude50%ofmembersofscheduledtribesand40%of
peopleinscheduledcastes.
•OnthemapofpovertyinruralIndia,thepoorestareaslieinpartsofRajasthan,
MadhyaPradesh,UttarPradesh,Bihar,Jharkhand,Chhattisgarh,OrissaandWest
Bengal.
•Intheseareasshortagesofwaterandrecurrentdroughtsimpedethetransformation
ofagriculturethattheGreenRevolutionhasachievedelsewhere.

6. CausesofRuralPoverty
RapidPopulationGrowth
•With1,210,000,000(1.21billion)people,Indiaiscurrentlytheworld's
secondlargestcountry.
•FromthetotalpopulationofIndia68.84%peopleliveinruralareaofIndia
andaregrowingveryfastifweseethestatisticsofpastfewdecades.
LackofCapital
•Peoplebasicallydependonfarmingandagricultureintheruralareasbut
duetolackofsufficientcapitaltheyarenotabletodotheirfarming
activitiesandearn,sotheybecomepoorandgobelowpovertyline.

7. Lackofliteracy
•Manychildrenlivinginruralareasreceivealevelofeducationwhichisverypoor.
Overallenrollmentinprimaryandmiddleschoolsareverylow.
•50%ofchildrenlivingintheseareasleaveschoolbeforethefifthgrade.
•Thesechildrenleaveschoolforvarietyofreasons:someleavebecauseoflackof
interest;mostleavesothattheycanworkinthefields,wherethehoursarelongand
thepayislow.
•Alargepercentofthedropoutsarefemales.Forcedbytheirparents,mostgirlsperform
choresandtendthefamilyathome.
•Thesearesomeofthereasonswhy60%ofallfemalesinIndiaareilliterate,afigure
muchhigherthanthoseofmales.Asthesechildrengrowintoadults,manyarestill
illiteratebytheageofforty

8. LargeFamilies
•Generallyinruralareasthereislargenumberofpeoplelivinginone
family.Thishappensbecauseoftworeasons.
•Firstthereisalackofproperfamilyplanningintheruralareasamongthe
villagers,whichincreasesthepopulation.
•Secondlythepeopleintheruralareasbelieveinlivinginonesingle
familiesratherthanlivinginnuclearfamilies.Thisincreasestheburdenof
numberofpeopletobefedinthehouseandalsoincreasestheexpenses.
LackofAlternateEmploymentOpportunitiesOtherthanAgriculture
•Thevillagersintheruralareashavenoalternativesolutionstoearntheir
livelihoodacceptfarmingasveryfewjobopportunitiesaretheirinthe
villagesandevenifthereareanyjobopportunitiesexceptfarmingthe
moneyavailableisnotgood.

9. Government’sInitiatives
ForEmployment
•JawaharGramSamriddhiYojana(JGSY)(FormerlyknownasJawahar
RozgarYojana)
•TrainingruralyouthforselfemploymentTRYSEMScheme
•SampurnaGraminRozgarYojana
•NationalRuralEmploymentGuaranteeScheme
ForFamilyPlanning
•FamilyPlanning/WelfareProgramforPopulationControl
ForFarmersInsurance
•GroupLifeInsuranceSchemeforRuralAreas
•AgricultureIncomeInsuranceScheme

10. ForHousing
•RuralHousingProgram
ForDevelopment
•SmallFarmerDevelopmentProgram(SFDP)
•DroughtAreaDevelopment
•PradhanMantriGramodayaYojana(PMGY)
•SwarnaJayantiGramSwarozgarYojana
•IntegratedRuralDevelopmentProgram

11. (Urban)
•AsperthelatestNSSOsurveyreportsthereareover80millionpoor
peoplelivinginthecitiesandtownsofIndia.TheSlumpopulationisalso
increasingandasperTCPOestimates2001;over61.80millionpeople
werelivinginslums.
•Thebulkoftheurbanpoorarelivinginextremelydeprivedconditionswith
insufficientphysicalamenitieslike:
▫Low-costwatersupply,
▫Impropersanitation,
▫BadSewerageanddrainagesystem,
▫Verylesssocialservicesrelatingtohealthcare,nutrition,pre-schooland
non-formaleducation.

12. •Withover575millionpeople,Indiawillhave41%ofitspopulationliving
incitiesandtownsby2030ofitsnearly1billioninhabitants,anestimated
260.3millionarebelowthepovertyline,ofwhich193.2millionareinthe
ruralareasand67.1millionareinurbanareas.
•Thepovertylevelisbelow10%instateslikeDelhi,Goa,andPunjabetc
whereasitisbelow50%inBihar(43)andOrissa(47).Itisbetween30-
40%inNortheasternstatesofAssam,Tripura,andMehgalayaandin
SouthernstatesofTamilNaduandUttarPradesh.

13. CausesofUrbanPoverty
Slow job growth
•Increasing Urban population (currently around 38 crore)
•Severe competition.
•Those who use to get jobs or promotions easily now have to struggle more due to
the population hike in the cities.
Migration of Rural Youth towards Cities
•Majorityofruralareadependsonagriculture(whichishighlydependantonrain
patterns)
•Inadequaterainfallandimproperirrigationfacilitiesthesedays.
•Lowornoproductionofcropswhichleadstoseverepovertyamongrural
population.
•Urbanpovertyalsoincreasesduetomigrationofpeoplefromruralareastocities

14. Voicelessness’AndPowerlessness
•Manytimesitisseenthatpeoplearenotabletoraisetheirvoiceagainstthe
illsocialpracticesprevalentinthecitiesandtown.
•Thelocal“Mafias”take“Hafta”fromthestreethawkers,leavingveryless
amountofmoneyfortheirliving.
•Evenvoiceisnotraisedagainstwrongpoliticalactivitiesandelements.
LackofHousingFacilities
•Thereisalimitedassetbaseforindividuals,householdsorcommunities
(includingbothmaterialassetssuchashousingandcapitalgoods,andnon-
materialassetssuchassocialandfamilynetworksand‘safetynets’.

15. PublicDistributionSystem(PDS)
•ThePublicDistributionSystem(PDS)continuestoabsorbsubstantial
publicresourcesatalmost1%ofGDP.
•Whileitcoversupto25%ofthehouseholds,itsbenefitsforthepoorhave
beenlimited.
•LeakageanddiversionofgrainsfromthePDSarehigh.
•Only41%ofthegrainsreleasedbythegovernmentreachhouseholds,
accordingto2004-2005NSS,withsomestatesdoingmuchworse.

16. Government’sInitiative
ForEmployment
•NehruRozgarYojana(NRY)
•Self–EmploymentProgramfortheUrbanPoor(SEPUP)
•PrimeMinister’sRozgarYojana(Alsoimplementedinruralareas)
•SwarnaJayantiShahriRozgarYojana
•Self–EmploymenttotheEducatedUrbanYouth(SEEUY)Program
ForHousing
•FinancialassistanceforConstructingHouses
OtherProgrammes
•UrbanBasicServicesforthePoor(UBSP)Program
•PrimeMinister’sIntegratedUrbanPovertyEradicationProgram
(PMIUPEP)

17. •In line of these approach, NGOs have developed various strategies to
influence the process of public policy making and to control the
implementation of development programs or projects.
Few NGOs in Ahmedabad
▫Jyoti Sangh
▫Apang Manav Mandal
▫VidhyaNagar Sewa Sameeti
▫Shivbaba Shraddha Kalyan Association
▫Shree Manglay Seva Kelavani Mandal

18. Social Marketing for Poverty
DevelopingaSocialMarketingPlan
•Step1:Background,Purpose,andFocus
•Step2:SituationAnalysis
•Step3:TargetAudienceProfile
•Step4:MarketingObjectivesandGoals
•Step5:FactorsInfluencingAdoptionoftheBehavior
•Step6:PositioningStatement
•Step7:MarketingMixStrategies
•Step8:PlanforMonitoringandEvaluation
•Step9:Budget
•Step10:PlanforImplementationandCampaignManagement

19. What can we do?
In our own small way,
let us not waste resources,
the fruit of hard earned tax payer’s money,
which might better be used to eradicate the misery of others.
Let us show that we do care and
realize the dream of seeing a poverty free India.

20. How To Eliminate Poverty?
•Widening the concept of employment
•Ensuring financial services even to the poorest person
•Recognizing every single human being as a potential entrepreneur
•Recognizing social entrepreneurs as potential agents for creating a world of
peace, harmony, and progress
•Recognizing the role of globalization and information technology in
reducing poverty.

21. Recommendations
•Launchlarge-scaleinfrastructureconstruction.
•Establishingagric-technologyextensionservicenetworkbasicallycovering
thewholecountry.
•Settingupnationalruralcooperativecreditsystemandtheirefficient
functioning.
•Pushingforwardrapiddevelopmentofruralaswellasurbanfundamental
educationandbasicmedicalcare.
•Preliminarilysettingupruralaswellasurbansocialsecuritysystemwith
focusoncommunity’sdevelopmentalsystemandassistancetoextremely
poorpeople.

22. Conclusion
•ThoughIndiashowsahigheconomicgrowth,itisshamefulthatthereis
stilllargescalepovertyinIndia.
•Indiahastheworld'slargestnumberofpoorpeoplelivinginasingle
country.
•PovertyinIndiacanbedefinedasasituationwhenacertainsectionof
peopleareunabletofulfilltheirbasicneeds.
•Hunger,malnutritionandsusceptibilityofpoortonaturaldisastersmake
themtakeupantinationalandantisocialactivities
•Itisthedutyofthegovernmentsinparticularandallcitizensingeneralto
trytheirbesttoalleviatepovertytoestablishharmonyandpeaceinthe
societiesandintheworld.

23. References
•Wikipedia
•Google
•Studymafia.org

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