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CREATING SUSTAINABLE

COMMUNITIES IN

RAJASTHANAs of March 2020

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HDFC Bank’s ‘Parivartan’ aims to contribute to the social and economic development of the community by mainstreaming economically and socially challenged groups and drawing them into the cycle of growth, development and empowerment. We work to develop an ecosystem for communities to help them grow and sustain. The Bank, through various partnerships, is committed to identifying and supporting programmes that seek to develop and advance the community.

Our work is concentrated in 5 key focus areas.

78 MILLION lives impacted

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1RURAL DEVELOPMENTWe believe that development is possible only if our villages are a part of the economic prosperity. It is this belief that drives the Bank’s Holistic Rural Development Programme (HRDP). The programme identifies and addresses critical needs of each village through interventions designed after consultation with the village community and other stakeholders.

KEY INTERVENTIONS Improving school infrastructure and promoting quality education

Constructing household sanitation units

Promoting health through health camps and awareness sessions

Training and demonstration of sustainable agricultural practices

Introducing alternate sources of livelihood such as livestock management and entrepreneurship activities like embroidery, masala making, toy manufacturing, etc.

Increasing awareness and implementing measures towards soil and water conservation

Improving access to water for drinking and irrigation

Promoting alternate energy sources like solar, biogas and biomass

Providing youth with job-oriented training

Conducting financial literacy sessions in the community

OVERALL IMPACT

1,280+villagesUNDER HRDP ACROSS 17 STATES

28,000+SOLAR LIGHTS

28,300+ACRES OF AGRI LAND TREATED

40,000+ KITCHEN GARDENS PROMOTED

7,800+WATER CONSERVATION STRUCTURES CONSTRUCTED

11,200+BIOMASS STOVES DEPLOYED

10+ lakhTREES PLANTED

4+ lakh HOUSEHOLDS

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2 PROMOTION OF EDUCATION Our Bank’s education programmes are structured to promote learning by creating a conducive and effective learning environment in schools. These programmes are spread across a wide geography and have covered more than 600 schools.

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KEY INTERVENTIONS Improving school infrastructure: Refurbishment, library set up, science labs,

sports material, etc.

Training teachers: Training in alternate pedagogy and soft skills

Promoting innovation: Identification and replication of innovative practices

Ensuring quality education: Remedial classes, learning camps, Teacher Learning Material, etc.

Special scholarships: Educational Crisis Scholarship Support

One of our largest programmes is the Zero-Investment Innovations for Education Initiatives (ZIIEI), which recognises and encourages innovation in education across state-run schools. Started in 2016 with a pilot in Uttar Pradesh, the project now covers over 20 states and 5 union territories. More than 17 lakh teachers have been reached and close to 10.40 lakh innovative zero-cost ideas have been submitted.

OVERALL IMPACT

19.60+ lakhTEACHERS

2.62+ LakhSCHOOLS

580+COMMUNITY LIBRARIES

2.02+ croreSTUDENTS

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3 SKILL TRAINING AND LIVELIHOOD ENHANCEMENTOur Bank supports multiple projects that are focused on competency-based skill-oriented training and placements, capacity building, promoting entrepreneurial activities and upskilling for agricultural and allied practices. Our Sustainable Livelihood Initiative (SLI) has made a difference in the lives of lakhs of women at the Bottom of the Pyramid by creating long-term sustainable solutions through Self Help Groups (SHGs) and Joint Liability Groups (JLGs).

KEY INTERVENTIONS

Placement-linked skill training for youth

Promoting livelihoods and entrepreneurship through training in embroidery, candle and toy production, masala making etc. for women

Provision of capacity building, financial literacy and market linkages for women

OVERALL IMPACT

7.80+ lakhWOMEN ENTREPRENEURS CREATED

1.60+ lakh INDIVIDUALS TRAINED

7,500+ SHGS FORMED/TRAINED

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4 HEALTHCARE AND HYGIENE Our Bank has been actively championing the cause of Swachh Bharat through our sanitation projects. Our focus is not only on providing sanitation infrastructure but also on fostering a behavioural change towards better health and hygiene standards.

KEY INTERVENTIONS Championing Swachh Bharat through awareness, behavioural change and

construction of toilets

Promoting health through health camps and generating awareness about nutrition

Providing clean drinking water

Our Bank conducts an annual blood donation drive which has been recognised by Guinness World Records as the largest effort of its kind for collecting the highest units of blood in a single day. Approximately 18.58 lakh units were collected as of December 2019.

OVERALL IMPACT

18.58+ lakhUNITS OF BLOOD DONATED

28,800+TOILETS CONSTRUCTED

1.18+ lakhPEOPLE BENEFITTED THROUGHHEALTH CAMPS

1,800+SANITATION DRIVES

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5 FINANCIAL LITERACY AND INCLUSIONFinancial literacy is the first step towards real financial inclusion. Our Bank conducts financial literacy workshops for communities to enable them to make smart financial decisions and sustain themselves. Our Bank also disseminates information on general banking, credit counselling and digital banking in schools and colleges, and among pensioners and senior citizens.

KEY INTERVENTIONS Financial literacy through camps

Promotion and capacity building of Self Help Groups

16.93+ lakhFINANCIAL LITERACY CAMPS

1.29+ croreINDIVIDUALS

OVERALL IMPACT

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DISTRICTS NO. OF VILLAGES

Bhilwara 6

Sikar 10Baran, Alwar, Jaipur, Chittorgadh 16

Pratapgarh 16

Dhaulpur 10

Jaisalmer 14

Karauli 10

Dausa 12

RURAL DEVELOPMENTPromoting holistic development of rural communities

KEY PROJECTS

Through our Holistic Rural Development Programme (HRDP) we are working to create

sustainable communities in over 94 villages across 11 districts in Rajasthan

reaching over 37,037 households.

Rajasthan is one of India’s low-income states. The state faces inadequacy in irrigation

and infrastructure, skilled manpower, education facilities and modern agricultural

techniques.

Considering these issues, HDFC Bank’s HRDP works mainly to promote improved

agricultural techniques, soil and water conservation measures, Natural Resource

Management, horticulture, orchid development and herbal plantation planning to

sustainably help communities improve their livelihoods.

Renovation of school infrastructure, WASH

activities, provision of safe drinking water

etc. are also taken up to ensure a conducive

learning environment in schools and

anganwadis.

OUR FOOTPRINT IN RAJASTHAN30.80+ lakh LIVES IMPACTED

IMPACT INRAJASTHAN

11,700+FARMERS TRAINED

1,840+KITCHEN GARDENS

960+SOLAR LIGHTS

3,400+ ACRES OF AGRICULTURAL LAND TREATED

970+BIOMASS STOVES

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PROMOTION OF EDUCATIONCreating a conducive learning environment in communities across the country to promote learning

KEY PROJECTS

PROJECT DISHA

Project Disha aims to educate children from government schools with the help of

innovative and holistic interventions. To reduce school dropouts, make learning

interesting and effective, Parivartan launched Project Disha in Rajasthan specifically

targeting adolescent students as well as the teachers. The project has introduced

customised learning modules encompassing result-oriented activities to improve the

students’ regularity, learning scores, skilling and develop community level leadership.

Having reached out to about 2,000 students across 20 villages in the state, the

project is now all set to touch its goal of 19,000 students in the country. Moreover, the

programme has also introduced concepts such as Bal Sabhas and Youth Collective

to further improve the inclusion of youth in the process of decision making at the

community level.

EMPOWERING STUDENTS THROUGH SMART SCHOOLS

To make technology accessible to the students of government schools

by leveraging the existing infrastructure, Parivartan launched a significant

initiative of building Smart Schools. The project is empowering the

students as well as the teachers, by building a robust digital ecosystem. By

enabling access to curriculum-mapped digital learning content and several

capacity building programmes for the teachers, the Smart School project

is successfully bringing a holistic change in the educational system of

Rajasthan. Over 26,000 students have been benefitted across 200 schools in

Rajasthan through the smart the programme thus far.

IMPACT IN RAJASTHAN

65,400+STUDENTS

940+ SCHOOLS

540+SCHOOL INFRASTRUCTURES CREATED

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PROMOTING INNOVATIVE LEARNING THROUGH TECHNOLOGY

HDFC Bank’s Parivartan has introduced advanced robotic labs in the state to widen the scope

of education by promoting a scientific approach. Going beyond ensuring girls’ education, the

initiative not only empowers women to participate equally in society but also provides hands-

on learning in science, technology, engineering and mathematics. The labs set up in Banasthali

Vidyapith School have now successfully become a hub for innovative studies in the state

benefitting over 5,500 girls hailing from lower economic backgrounds. The location of the school

makes advanced learning accessible to the rural girls, thus facilitating generation of new ideas

and solutions.

SKILL TRAINING AND LIVELIHOOD ENHANCEMENTUpskilling people in their occupations and training them for placement

KEY PROJECTS

TOWARDS BUILDING A ROBUST CAMEL-BASED VALUE CHAIN 

HDFC Bank Parivartan has furthered the agenda of enhancing alternative livelihoods and

a growth-centric ecosystem for camels and herders in the Pokhran region of Rajasthan.

Our interventions have focused on mobilising, training and institutionalising the camel

herders with an aim to develop new employment opportunities, thus, creating a

sustainable livelihood mechanism for them.

We are working on creating a thriving ecosystem for camel-based enterprises for milk and

other value-added products like cheese, ice-cream, etc through the programme. In its

initial stage, we have set up a Bulk Milk Chiller in the region for collection of milk from the

3,094 identified lactating camels covering 100 camel herders across 5 villages with the

capacity to store 1,000 litres of milk.

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IMPACT IN RAJASTHAN

27,200+WOMEN

PROMOTION OF TRADITIONAL CRAFTS

The legacy of making traditional handicrafts has been passed on

through generations in Rajasthan. Harnessing the traditional skills

of the community would ensure a steady source of livelihood,

hence, we focused on capacity building of the women artisans

through training and setting up of craft centres that provided

significant infrastructure to them. The comprehensive skill-

building workshops have economically empowered the women

artisans further enhancing the prosperity of their family. The programme interventions

enabled women to develop a crafts-based livelihood enterprise. The exposure sensitised

the communities in the programme areas to adopt crafts as a drought-proof alternative

livelihood avenue.

PROMOTION OF DESERT ECOTOURISM

In most villages in Jaisalmer, the income generation sources are limited.

With vagaries of weather affecting farm yield and non-availability of

non-farm livelihood options, communities are often left with too little

resources to survive. To resolve the issue, HDFC Bank Parivartan

developed a community-based tourism (CBT) as an alternative non-farm

livelihood avenue in the desert landscape. Through the community-based

tourism enterprise, supplementary income would be generated in the

households resulting in the creation of green employment opportunities

in villages. We launched our efforts with the vision to create a village-

level community-based ecotourism enterprise across the programme

areas. The Bank upskilled the community members through training and infrastructural support that provided a fresh impetus to

community-level conservation initiatives. The initiatives were launched in a systematic manner to ensure that by 2020-21 every household

engaged in community-based tourism would achieve an increment of 10% in their family income.

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FINANCIAL LITERACY AND INCLUSIONEnabling communities to break the cycle of poverty and enter the banking fold

IMPACT IN RAJASTHAN

1.02+ lakh FINANCIAL LITERACY CAMPS

6.96+ lakhPEOPLE

HEALTH AND HYGIENEFocused on improving sanitation facilities and promoting good and hygiene practices across several communities

KEY PROJECT

SANITATION FOR ALL

We have worked extensively in bringing about an effective behavioural change among

those living in the rural belt in the space of sanitation. Several awareness drives

were conducted across many districts in Rajasthan. The initiative also focused on

constructing household toilets besides improving sanitation facilities in school. Over

3,900 students have been benefitted by the construction of fully equipped sanitation

units, resulting in better regularity of students in the school.

IMPACT IN RAJASTHAN

130+TOILETS CONSTRUCTED

3,900+ STUDENTS

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USHERING IN OPPORTUNITY FOR CAMEL HERDERS

Location: Khetolai village in Pokhran Tehsil of Jaisalmer district

Beneficiaries: 100camel herders

The challenge: Families in rural Jaisalmer have been rearing camels for centuries. The animal was an essential part of their households. However, this equation has changed in recent years. The herders have limited resources and rearing camels has become very expensive. Also, they are unable to earn sufficient revenue for survival due to rapid urbanisation. There is an urgent need to revive the importance of camels in the desert ecosystem and provide their herders with a stable livelihood.

Our intervention: To initiate any plan, it was important that our Bank had the support of villagers and herders. As the first and fundamental step, Parivartan associated with Ram Swaroop, a camel herder who is a Fellow with Urmul - a trust in Rajasthan that works on rural health research and development. He was a part of Urmul’s efforts in reviving the significance of the animal. With Ram Swaroop’s active coordination, the team educated and motivated the herders to work towards a plan that would help them achieve a sustainable livelihood. His enthusiasm became a source of motivation for herders. Our Bank then furthered the agenda of enhancing alternative livelihoods and growth-centric ecosystem for camels and herders in the Pokhran region. Work is underway to create a thriving ecosystem for camel-based enterprises for milk and other value-added products like cheese, ice-cream, etc through the programme.

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BUILDING AN ECO-TRAIL ALLIANCE Location: That village in Pokaran Tehsil, Jaisalmer district

Beneficiaries: 10% increase in family income

The challenge: Bhanwar Ram, a resident of That village belongs to a family who for generations has survived on daily wage work. His income was limited and his children were at school completing their education. He needed to supplement his income to support his family. Like Bhanwar Ram, many other villagers were in need of alternative livelihoods. The challenge was to build a livelihood option where they could use the available resources of the village, improve them, and use the same to create an income.

Our intervention: Parivartan helped develop community-based tourism (CBT) as an alternative non-farm livelihood avenue in the desert landscape. Through CBT, the community members were upskilled through training and infrastructural support that provided a fresh impetus to community-level conservation initiatives. The initiatives were launched in a systematic manner to ensure that by 2020-21 every household engaged in CBT would achieve an increment of 10% in their family income.

This initiative gave Bhanwar Ram hope. He believed he could utilise the extra space in his house by extending homestay services. He approached the team and requested them to include his house. The team then covered the costs of fixing the structure and interiors of his house. Volunteers helped him develop his hospitality and cooking skills, thus making him more confident. He is now enthusiastic about hosting tourists and keeps asking the team whether he is capable of managing the venture. Today, several villagers are undergoing training to help them earn better and be more self-sufficient.

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IMPLEMENTATION PARTNERS

Rural Development: Udyogini, Urmul, Gramin Vikas Trust (GVT), Ambuja Cement Foundation, Manjari Foundation

Promotion of Education: Moinee Foundation, Magic Bus, Banasthali Vidyapith School

Skill Training and Livelihood Enhancement: Head Held High Foundation