4 - Mahila Samakhya Jharkhand

INTRODUCTION
Background of the study
Study was to undertake to promote sanitary products of Mahila Samakhya in rural areas. The
products are being manufactured as a small scale industry in the rural area of Mander block,
Ranchi. Health and sanitation is one of the major issues of government scheme in the rural
areas. Under the total sanitation campaign people of rural areas are getting health conscious
and they are ready to spend a small fraction of their earning for sanitation products like
phenyl, liquid hand wash, toilet cleaner etc. by using these products rural masses can protect
themselves from a number of seasonal diseases very easily. The products being manufactured
by Mahila Samakhya are meant to be used in rural areas itself to promote the healthy
practices among the rural people. Thus the research had to be undertaken in the rural areas
itself.
The products
At present 3 sanitation products viz. Phenyl, liquid hand wash, toilet cleaner are being
manufacture by the adolescent groups of Mahila Samakhya under its livelihood activity of
village resource centre. All the products are very good in quality and almost up to the
standard of other brands in the market and much less price than the other. The products are
being manufactured with the brand name of SAKHI and slowly but surely products are
gaining popularity among the rural masses.
Challenges in Indian Rural Markets
There are various challenges in rural markets:
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� Mismatch of urban focused strategy to rural markets: There are various reasons
for which the urban marketing strategy does not fit into rural marketing structure
and it needs a reorientation.
� Lack of retail infrastructure: According to Indian Market Research
Bureau(IMRB) study, about 10% of the villages in India did not have a retail
outlet of any kind. Further the retail outlet density in rural India is much lower
than that of Urban India. Thus, it is more difficult to make a product available to a
rural consumer than to an urban one.

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� Vast and Unevenly distributed Purchasing Power: The consumption in the rural
markets tends to be geographically dispersed because of the sparse distribution of
population and unevenness of purchasing power. For instance, about 1.5Lac
villages, or about 23% of the total number of villages in India, have a population
less than 200. Another 21% villages have population between 200 and 500.
Covering large geographical areas, in turn, would raise the Inventory and
Transportation costs, thus affects the viability of the distribution of products in the
rural markets.
� Lack of Storage, Handling, Transport and Communication Infrastructure: Only
33% of the Indian villages having road connectivity, and further, the connected
villages are not equally distributed among regions. Only 1.2% of Indian villages
have railway stations.
� Seasonal Demand Pattern: Agriculture is the primary source of income in Rural
India. Since agriculture is a seasonal activity, the demand pattern also tends to be
seasonal. The demand is typically high during the peak crop harvesting and
marketing season.
� Need of Large-Scale Marketing Organization and Staff: Large geographical areas
with underdeveloped transportation and communication infrastructure, leads to
the requirement for intensive marketing efforts, and the companies need to invest
heavily on manpower and infrastructure to cater to the large rural markets of
India.
Background of the topic
The topic “Marketing avenues of the sanitary products by Mahila Samakhya in Mander
block of Ranchi” was chosen by long discussion with the organization personnel. As the
study being far different from the general market surveys undertaken in urban areas, we had
to find the consumers of sanitary products which have never been the priority of the rural
masses. It was a challenge to undertake this kind of study for anybody who has little ideas
about the consumer behavior of rural masses. The study was targeted to the schools and
ICDS centers in the blocks where health and hygiene is one of the issues of government run
Total Sanitation Campaign. Sanitary toilets are being constructed by the government in all
the government schools and ICDS centers. The status of sanitation in schools and ICDS
centers was also one of the objectives of the study.

COMPANY PROFILE
Background of Mahila Samakhya
Mahila Samakhya is a programme of MHRD, department of school literacy and education
GOI for women’s equality. Mahila Samakhya (MS) programme is running in 10 states viz.
Andhra Pradesh, Assam, Bihar, Jharkhand, Karnataka, Kerala, Gujarat, Uttar Pradesh,
Uttarakhand and Chhattisgarh. The objective of MS is to empower women and adolescent
group through education in a holistic approach.
Mahila Samakhya programme was launched in India in 1988 in pursuance of the goals of the
New Education Policy-1986 and focused as a concrete programme for the education,
empowerment and social inclusion of socially and economically marginalized women. Since
independence, education and empowerment of women has been one of the major indicators
of development in all the five year plans. The revised National Policy on Education-1992
gave more impetus on redressing traditional gender imbalances in educational accessibility
with respect to women. The new policy also realized and recognised that empowerment of
women is possibly the most critical pre-requisite for the participation of women and girls in
the educational system.
About Jharkhand Mahila Samakhya Society (JMSS)
Mahila Samakhya programme in Jharkhand (undivided) was launched in the year 1992 in
two districts namely: Ranchi and West Singhbhum under the banner “Education for All”. The
entire Mahila Samakhya Programme was led by the State Project Director (SPD) of Bihar
Education Project (BEP) till the bifurcation of Jharkhand state.
In 2000, when Jharkhand was established as a new state, Mahila Samakhya Programme
continued as usual under Jharkhand Education Project Council (JEPC) department of Human
Resource Development, Government of Jharkhand covering 3308 villages of 37 blocks of 4
districts i.e. Chatra, Ranchi, West Singhbhum and East Singhbhum. The idea to register
Mahila Samakhya as “Jharkhand Mahila Samakhya Society” a separate society was
persuaded rigorously and finally on 6 th September 2006 a separate society got registered
under Societies Registration Act 1860. At present MS programme is being implemented in
11 educationally backward (EB) districts covering 4107 villages of 71 EB blocks of
Jharkhand.
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Statement of the problem
The sanitation products made by the adolescent groups in the rural area of Mander block has
to explore market for the product in the rural area itself as the products being manufactured
by they were meant to increase awareness among the rural masses for best practices for
healthy living which include the seven component of key hygiene behaviors as:-
1. Handling of clean and safe drinking water
2. Waste water Disposal
3. Disposal of human excreta
4. Proper disposal of Household & animal Waste
5. Household and food related hygiene
6. Personal Hygiene
7. Sanitation of Village (Community)
Under the personal cleanliness people have to wash their hands before meals and after
defecation. For this they can use soap, ash and liquid hand wash if it is provided to them at a
very low cost they can afford it. And under the household related hygiene one has to clean
his house daily with disinfectants to avoid seasonal diseases and regular cleaning of toilets
are also necessary for the same purpose thus the organisation wants to promote these 3
products in the rural areas. The organisation waned to promote the products first of all in all
the schools and Wngan Wadi centres of Mander block. Many of them already use these
products but of other brands. I had to create demand for the products of Mahila Samakhya. It
was really a great task as create market for anything is really a difficult task and penetrate
into others market is also a tough task.
Need of the study
Study was conducted with a view help the target groups to adopt healthy practices during
their daily activities and convince them to use the sanitation products from Mahila
Samakhya. The manufactures did not have the ideas about the sanitation practices in schools
and ICDS centers and they also did not know whether they use any of these products or if
they use what brand they use these problems arose the need of study.
Scope of the study
Following were the major scope of the study:
� What is the status of sanitation in the schools and ICDS centre?
� What kinds of sanitary products are used?
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� How much money is spent for this purpose?
� What is the status of toilets in the schools and ICDS centre?
� What are the options for their sanitary products?
� Whether they will use the products of Mahila Samakhya or not.
Objectives of the study
� To find out the status of sanitation in the schools and ICDS centers of Mander block.
� Find out what sanitation products are being used in the schools and ICDS centers.
� Create demand for the Sanitation products of Mahila Samakhya.
� Create awareness to use the sanitation products.
Research design
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RESEARCH METHODOLOGY
Research design was prepared to fulfill the above objective a commensurate the
topic the topic was to find marketing avenues for the sanitation products
manufactured by Mahila Samakhya. First of all area was identifies where the
study would be undertaken and then target groups were identified finally some
key stakeholder were identifies who were responsible to reach the target groups.
Secondary data were used to identify the area and the target group. Questionnaire
was prepared keeping the objectives in mind and data were collected from the
target groups. A timeframe and gantt chart was prepared to undertake the whole
study.
Timeframe
Gantt chart
The entire study including submission of reports will be completed within 35 days
from the date of study begins.
� Work will commence on: April 27, 2011
� Sharing of the draft report with JMSS: May 25, 2011
� The final report will be submitted: May 30, 2011
Activities Week-1 2 3 4 5
Questionnaire preparation, visit to production unit and
interaction with the Kishore Manch who are engaged in the

production of sanitary products
Field investigation (10 days)
Data compilation and analysis
Report Writing, discussion of draft report with JMSS,
submission of final report
Primary data
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In this the information was possessed with first hand information collected
through questionnaire, which is new and fresh.
Secondary data
Sample design
Sample size
Secondary data were collected from the office of Mahila Samakhya to identify the
area and target groups.
The study was targeted to schools and ICDS centers of Mender block the sample
was to be collected at least from the 30% of the total number of schools and ICDS
centers. The data had to be collected randomly from the every corner of the block.
Data from 63 schools and ICDS centers were collected randomly out of total
around functional 150 schools and ICDS centers.
Sampling method
For the sampling of data non probability method was used. Data was collected
randomly from the convenient and suitable schools and INDS centers.
Method of data collection
Data was collected through questionnaire specially prepared for the purpose by
talking to the functionaries of schools and ICDS centers.
Drafting of a questionnaire
A questionnaire was drafted for the collection of data with the following question
that fulfills the objectives of the study:
1. Is there toilet in the school/ICDS center?
2. Is safe drinking water available in the schools/ICDS centers?

Field work
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3. What is used for the cleaning of schools/ICDS centers?
4. If they use phenyl what brand is used?
5. If good quality of phenyl is provided to you at cheaper rate, will they use?
6. If yes then what quantity of phenyl will they use?
7. What do you use to clean toilet?
8. If you use toilet cleaner, what quantity do you use?
9. If good quality of toilet cleaner is provided to you at cheaper rate, will they
use?
10. If yes then what quantity of toilet cleaner will you use?
11. What do you use to clean your hands before meals and after defecation?
12. If they use liquid hand wash what brand do you used?
13. If good quality of liquid hand wash is provided to you at cheaper rate, will
they use?
14. If yes then what quantity of liquid hand wash will you use?
Field work was limited to 10 days as the whole period of study was 1 month.
During this period I collected data from the following schools and ICDS centres:-
� Middle School, Jaher
� Chun 1
� Chun 2
� Prathmik Vidyalaya
� H.H. High School
� Rajkiya Middle School
� St. Thomas Public School
� DAV Modern School
� St. Kabir High School
� Sivadih
� Bergadih
� Aradhna School
� Jaher
� jaher Upper Tola
� SPG Primary School
� Brambe Upper Tola
� Nav Primary School
� RC Primary School

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� Bright Future P. School
� Brambe Mahua Toli
� Brambe Chowk
� Brambe Ram Toli
� Carmel School
� Chotanagpur B.H. School
� Rajkiya Middle School
� Janta High School
� SR High School
� Bergadih -2
� Talab Toli
� Prathmik Kanya Vidyalaya
� Vivekanand School Mandar
� Rajkiyakrit M. School
� Hesmi Tanki Toli
� Hesmi
� Gadmi
� Uch Vidyalaya H. School
� Rajkiyakrit M. School
� Bright Hopes H. School
� St. Terega G.M. School
� St. Annes G.H. School
� St. Annes English Medium School
� Oxbride School
� Saraswati G. Vidya mandir
� Rajkiyakrit Utkramit M. Vidyalay
� Rajkiyakrit Utkramit G. Vidyalay
� Rajkiyakrit M. Vidyalaya
� Kasturba Gandhi G. School
� Govt. Middle School Uthri
� Gore Patra Toli
� Akhre Toli
� Rajkiykrit Urdu Vidyalay Gore
� Kanbhitta
� Govt. Urdu School
� Nagra-1
� Sursa-1

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� Sursa-2
� Gore Mahto Toli
� Uthri Tank Toli
� Uthri -1
� Govt. Middle School Kanbhitta
� Oxford School, Mandar
� Kanbhitta - 2
� Nagra-2
Data- analysis techniques
Statistical/mathematical method of data analysis has been used in the report.
Limitations
There are limitations to every research so as this research had. Following are the
limitations to this study:-
� Conducting a study in rural area itself is a challenge.
� I had to travel a long distance to conduct the field work.
� The distance between the villages was big.
� The villages of Mander block connecting roads are not very good.
� Villagers are not sociable enough to respond quickly during
interaction.
� In villages mostly local languages are spoken thus interact in Hindi
with them was difficult.
� Due to summer season schools sessions were completed very early that
made it difficult to visit more schools in one day.
� Some of the ICDS centers were not functional that made me visit
several ICDS centers uselessly.
� A few respondents did not want to reply the questions; it took a while
to convince them to respond.

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FINDINGS
� The status of toilets in schools and ICDS centers is not very satisfying.
� Availability of safe drinking water is also very poor in schools and ICDS centers of
Mander block.
� Phenyl is also not very popular as a disinfectant in the schools and ICDS centers.
� Local brand of phenyl is mostly used there.
� If good quality of phenyl at cheaper price will be provided to them a good number of
respondents wanted to use.
� Through this study a demand for a good quantity of phenyl created.
� When it comes to cleaning the toilet very less amount of schools and ICDS centers
use toilet cleaner it is only 25%.
� Most of the schools and ICDS centers use national brand of toilet cleaner.
� Many people agreed to use any good quality of toilet cleaner at cheaper price.
� The demand for toilet cleaner was also created through this study.
� Hand washing practice with soap is popular there very few people use liquid hand
was to wash their hands before food and after defecation.
� Only one school use liquid hand wash that is of national brand.
� A good quantity of liquid hand wash was demanded by the schools and ICDS centers.

Strengths
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SWOT ANALYSIS OF THE PRODUCTS AS PER STUDY
� There is a huge group of stakeholders of Mahila Samakhya in form of Women
Groups, Kishore and Kishori Manch in all the covered areas to promote the products.
� Mahila Samakhya is working as campaign in the rural areas for the awareness of
health and sanitation that ca create demand for the products.
� The price of the products is very competitive, it less than almost all the local and
national brands.
� The quality is also very good for the product.
� The organization is targeting to improve the health of the rural masses instead of
profit making.
� Rural areas are the emerging market for the sanitation products.
� There are very less competitors in the rural market for these products.
� In every activity of the Mahila Samakhya in the rural areas the products can be
promoted.
� The packaging of the products is also up to the mark, the packaging of products lure
the customers.
� Schools, ICDS centers and hospitals can be the regular customers of the products.
Weaknesses
� The manufacturing process is not systemizing that result in difficult in maintaining
the demand and supply.
� Rural customers are fewer brands loyal thus it is a challenge to keep the existing
customers loyal to the products.

� Small scale production is not cost effective thus to sell the products at less price the
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demand and supply has to be increased.
� The adolescent groups who are manufacturing are novice to the present marketing
world, they need training on marketing.
Opportunities
� A big market for the products in the rural areas.
� Less competition for the sanitation products in the rural areas.
� Stakeholder can prove to be very good promoters of the product.
� The popularity of Mahila Samakhya can be encases to promote the products n favor
Threats
of the rural masses.
� New competitors may arise seeing the good market of the products.
� Rural people can change the brand considering the price of the products.

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CONCLUSIONS
� The awareness about the sanitary products like phenyl, toilet cleaner and liquid hand
wash is considerably good.
� The status of toilets and liquid hand wash in schools and ICDS centers needs great
improvement.
� Due to lack of awareness about liquid hand wash many people don’t use it.
� Price is one of the major factors for not using the sanitation products.
� There is a big market of sanitary products in the rural areas, it has to be created and
explored.
� People of the rural areas are also aware of their health and hygiene.
� The effect of total sanitation campaign is visible in the Mander block.
� Mostly phenyl is used in the schools and ICDS centers as disinfectant.
� In the rural areas there in no stiff completion for sanitation products as national and
multinational companies target the urban areas.
� Demand for the good quality and less expensive sanitation products can be easily
created in rural areas.

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RECOMMENDATIONS
� The availability of drinking water in schools and ICDS centers must be improved,
clean and safe drinking water is the rights of children.
� There must be toilets in each and every schools and ICDS centers.
� Organization needs to spread awareness to use sanitation products in the rural areas.
� Social marketing techniques can be used to increase the sales of the products.
� Availability of the products should be increased by the increase in production.
� All the schools and ICDS centers may use the products provided that price and
quality is maintained.
� The manufactures should maintain the marketing policy for the products.
� The demand for the products can easily be created in other areas too as the price and
quality of the products is satisfying for the customers.
� The products can also be supplied to the local retailers they can popularize the
products if they are convinced with the profit and the satisfaction of customers.

Reference books
Kotler Philip Marketing management
Reports
Annual report of the organization
Other materials
IEC materials of Mahila Samakhya
Websites
www.mbanetbook.co.in/
www.fullinterview.com/
www.scribd.com/
www.sbmimsar.com/
www.ruralrelations.com/
www.managementparadise.com/
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BIBLIOGRAPHY