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Mobilization in Digital India

Mobilization_campaignBihar is historically one of India’s poorest regions and continues to remain so. The acute poverty in the state can be traced back to the economic decline of both its agricultural and industrial sectors. Both structural and institutional factors have played a powerful deterrent to the agrarian transformation. Even technological factors such as poor infrastructure development of resources including power and irrigation, non-availability of modern inputs, low quantum and high cost of credit and poor extension services have also contributed to the dismal performance of Bihar’s agricultural sector in the post-independence period. Not surprisingly, there is limited occupational opportunity outside the agriculture sector in Bihar.

On the other hand, Bihar enjoys a greater demographic dividend compared with other Indian states largely due to a higher percentage of youth population. While the state incidentally holds the record for the highest number of IAS enrollments on an average, the youth still require immediate attention in order to fulfill of their aspirations for good quality life, better paid jobs and self-employment opportunities.

With a large pool of young workforce, India has an opportunity to become a skill provider for the world, particularly the ageing developed world. To harness this, Prime Minister’s vision of building a skilled & employable India is one such clarion call to the youth of the country to get skilled, become employable and take charge of their own lives and add to nation’s productivity. Reaching out to the youth and motivating them to get skilled in a sector of their choice is the only way to ensure that our demographic dividend does not turn into a demographic disaster.

The Pradhan Mantri Kushal Vikas Yojna (PMKVY) aims to leverage the potential of India’s demographic dividend by providing skill-training and making every skilled youth employable. Training will be provided based on industry aligned National Occupational Standards through training providers and Sector Skill Councils.

Under PMKVY, candidates will be eligible for a monetary reward, upon successful completion of their training and also clearing the assessment by an independent assessment agency appointed by Sector Skill Council. Moreover the candidates will also receive a government recognized certificate which helps them become gainfully employed As the largest partner of NSDC, Centum Learning is playing a pivotal role in enabling and mobilizing a large number of Indian youth to take up outcome-based skill training, gain employable skills and earn their livelihood.

Recognizing this, we launched ‘Skills Melas’ across Bihar to sensitize and mobilize youth to enroll in various courses offered under PMKVY scheme at Centum Skill centres. At these Melas, youngsters were provided with details of various courses, available opportunities and counselled on how to become employable and earn livelihood. But again we faced a similar problem which we had dealt in past, the challenge of reaching out to millions of youth in a media dark state. While Skilling in India is a kin to evangelizing it needs disruption in the existing ecosystem to reach ‘media dark’ states in the country, where TV and print reach only 20 per cent of the population. The solution was to come out with a disruption in the way we have done mobilization.

To counter this problem, Centum launched India’s largest PPP initiative in the skilling sector when it joined hands with Cellular Operators Association of India (COAI) to launch a massive outreach programme through mobiles to address this ‘awareness gap’. Centum’s brainchild for mass mobilization elicited such enthusiastic response from Mr. Sunil Bharti Mittal who in turn helped muster active and spontaneous support from all COAI members. Initially, the pilot launch of the massive Outreach Programme to mobilize under-privileged youth for skills training

A pilot would be rolled out in Bihar, where text and voice based awareness messages shall be sent out to a subscriber base of 1.5 crore youth. Following the pilot, the programme will be implemented nationally by core COAI members to cover nearly 400 million subscribers after the formal launch of the PMKVY scheme in July.

The mass outreach programme launched on June 18, 2015 by Shri Rajiv Pratap Rudy Minister of State, Skill Development & Entrepreneurship & Parliamentary Affairs and Shri Ravi Shankar Prasad, Union Minister for Communications.

From Left to Right, Sanjeev Duggal, CEO & Director, Centum Learning Limited; Shri Dilip Chenoy, MD & CEO, NSDC; Shri Sunil Arora, Secretary, Ministry of Skill Development & Entrepreneurship ; Shri Rajiv Pratap Rudy, Minister of State, Skill Development & Entrepreneurship & Parliamentary Affairs Shri Ravi Shankar Prasad- Union Minister for Communications & Information Technology; Shri Rakesh Garg, DoT Secretary and Chairman –Telecom Commission; Shri Himanshu Kapania, MD, Idea Cellular and Chairperson, COAI; Shri Rajan S. Mathews, Director General, COAI

The approach towards skill building consists of five steps being; Employment Generation, Mobilization, Skill Training, Certification & Assessment, Placement. Centum Learning aggressively took up the cause of mobilizing under-privileged youth in skills training following the launch of a unique mobile mass-outreach programme.

The pilot for the outreach campaign was executed in Bihar, with a 2.24 million Bharti Airtel subscriber base who were targeted as part of this campaign. Interested candidates were mapped to one of the 136 counselling centres set up by Centum Learning in 38 districts of Bihar.

To begin with, telecom operators sent out SMSs & Outbound Dialing (OBDs) to the targeted subscriber base, promoting a specific number for giving missed calls. Interested candidates ca then give a missed call on the number. Once a missed call is received, an SMS was sent out in regional languages, informing candidates that he or she would be receiving a call shortly. An IVR asked for Location, Employment Status, Age and Gender was pushed to the candidate to enable profiling. Incomplete profiles would be re-targeted after 24 hours.

The data captured and reports shared in a pre-defined format for further targeting by training partners of NSDC, so that each interested candidate can be mapped to a specific training centre. Following this, an invitation message with date, time and address of the nearest centre was shared with candidates, followed by a reminder call and text message, asking them to enroll in the programme. All through, those candidates who have not been enrolled will be re-targeted through the SMS and IVR campaigns.

Finally, interested candidates were mapped to their nearest enrolment centres. Of these, three centers were built in Aarah, Ekma and Chappra to accommodate large scale skilling under various trades. Post the mass outreach, the youth of Bihar were asked to reach the nearest multi skill center. These Multi-Skill Centres offered courses for Sales Associates, Computer Operators, Beauticians, Hair Stylists, Medical Sales representatives, Mobile Repair Engineers, Helper-Plumber, Helper-Electricians, Sewing Machine Operators, Helper-Mason/Barbender, Painter-Decorator.

I am happy to share that in less than a week of launch, 3,87,408 candidates were profiled and over 40,000 candidates  across 38 districts in Bihar were enrolled under various skilling programmes. Here I would like to reiterate that our overall mission is to build and sustain a movement around India’s social transformation through skilling and such efforts clearly showcase our steps towards achieving this goal.

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