A SOCIAL CONCERN PROJECT REPORT ON

“A STUDY OF THE PROCESS IMPROVEMENT OF THE BUSINESS

ACTIVITIES AT SNEHA JYOTHI ORPHAN CHILDREN’S HOME,
BENGALURU”

MASTER OF BUSINESS ADMINISTRATION

By
Sandeep Avinash
Register No. 1627328

Under the guidance of

Prof. V N Lakshmi Prasad

Institute of Management
Christ University, Bengaluru
MBA 2016-2018

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 ACKNOWLEDGEMENT

I am indebted to many people who helped me accomplish this Internship successfully.

I thank Dr Suniti Phadke, Dean, Fr Thomas T V, Director, Prof.Sudhindra S, Associate Dean,

Prof Georgy Kurien, Head of the Specialisation, of Institute of Management, Christ
University for their kind support.

I thank Prof. V N Lakshmi Prasad for his support and guidance during the course of my
project.

I wish to express my sincere thanks to Sneha Jyothi orphanage, for giving me an opportunity
to work under her guidance and successfully complete this project. I remember her with
much gratitude, for her patience and motivation, but for which I could not have submitted this
work.

I thank my parents for their blessings and constant support, without which this project would
not have seen the light of day.

______________
Sandeep Avinash
(1627328)

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ABSTRACT

Non-Governmental Organisations are often setup to plug in the gaps left by the government.
India as a nation still has a large population that is vulnerable – in terms of health, education,
jobs and opportunities in general. NGOs play a significant role in removing such gaps. They
dig deep into the social concerns affecting the country and try to find solutions to them. They
help in achieving the objective of development of priority sectors of the economy through
sincere efforts. They look for providing the minimum necessary requirements and reducing
the gap between the rich and the poor in rural areas.

Enhancement of their importance is the result of weakening of the role of state in upholding
the welfare and well-being of its citizens and consequent development of the assertive role of
civil society to ascertain social welfare and integration. More than half a million voluntary
organizations would perhaps be working in the country.

But, a major problem that NGOs are facing in India is their dependency on external
donations. With this dependency, NGOs are less flexible in carrying out their task as most of
the tasks depend upon funds. Moreover, the structures of NGOs have become bureaucratic in
nature leading to a decreased effectiveness in the overall development.

In the child care space, there is a huge scope for improvement with respect to the several
challenges being faced by organizations. Increase in the population in India along with
diminishing resources and increasing burden of sustenance have been the major factors for
the surging rate of orphans & abandoned children in India. While these factors have been
traced by several research organizations working in the space, there may be other reasons
behind the issue.
The project aims to highlight the operational inefficiencies, lack of social media presence and
the impact of the dearth of funds on NGOs and strives to rectify some of these problems
through concentrated business solutions. The findings and learning outcomes of the study
have been arrived at after complete analysis and completion of the project.

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 Particulars
S.No Page No.

INTRODUCTION
1 5

Profile Of The Organisation

2 7

3 Objective Of The Study 11

4 Research Methodology 13

5 Description Of The Project 16

Finding And suggestion

6 19

References & Bibliography

7 23
 CHAPTER-1

INTRODUCTION

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INTRODUCTION

This project aims to study, research and understand the functioning of an orphanage managed
by a Non-Government Organization and apply this analysis in helping one such organization
to improve its operations and increase the possibility of its sustainability through self-
sufficiency.

A non-governmental organization (NGO) is basically a legally constituted organization which

is operated by legal persons who act independently from any government. In those cases
where the NGOs are funded partially or completely by governments, the NGO barred the
government representatives from any membership in the organization in order to sustain its
non-governmental status. The term “non-governmental organization” has no agreed legal
definition and these are termed as “civil society organizations” in many jurisdictions.

In India, the scope of development is not narrow but very wide, as it includes not just the
economic development but the growth on social front, quality of life, empowerment, women
and child development, education and awareness of its citizens. The task of development is so
huge and complicated that just implementing government plans is not sufficient to fix the
problem. To achieve this, a holistic vision and collaborative efforts involving various
departments, agencies and even NGOs is required. Owing to such a great need, the number of
NGOs in India is increasing rapidly and, at present, there are about 25,000 to 30,000 active
NGOs in India.

Through this social concern project, one such NGO is analysed on its undertakings and based
on the analysis, measures are taken up to provide business support in the long term to help
the organization work more efficiently and perform its day-to-day activities more effectively
for the betterment of children. The organization has taken up efforts to support orphans and
under privileged children in the age group of 3 years to 14 years and provide them with basic
amenities, basic education upto class 10 and other vocational activities in order to enable
them to sustain in today’s world and make them better citizens of this country.

While the efforts of this project are not relating to provide direct support, there was a full-
fledged effort to bring about a business model, a mission statement and a vision for the ages
to come and develop the NGO in whichever way possible.

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 CHAPTER-2

PROFILE OF THE
ORGANIZATION

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PROFILE OF THE ORGANIZATION

Name of the Organization: SNEHA JYOTHI ORPHAN HOME

Type of Organization: ORPHANAGE

About the Organization:

SnehaJyothi Orphanage a Non-Government Organization based in Kumbalgodu,

Bangalore. Established in 1976, it aims to serve for the development of children below the
age 14 years and primarily caters to orphans, economically underprivileged and single parent
children. The organization provides food, shelter, basic necessities and financial assistance in
order to continue education for children. It currently houses 35 children between the age
group 3 to 15 years. The organization facilitates the education of the children it houses and
provides primary education at a nearby government matriculation school.

The orphanage operates under the Vishwakalyana Mission Charitable Trust, which is
based in Rajajinagar, Bengaluru. Furthermore, the orphanage is managed by the Secretary of
the Trust, Kasturi Devi` Mataji and is supported by 4 staff. All the economic needs of the
organization are fulfilled by the Trust and the orphanage rarely receives any other financial
aid through other sources.

The orphanage supports child welfare apart from facilitating basic education through
vocational activities from time to time. However, there are no proper facilities within the
orphanage campus to ensure a scheduled enforcement of activities for the betterment of the
children.

The parent organization, Vishwakalyana Mission Charitable Trust has been

operational for over four decades and has opened several centres of assistance in various
parts of Karnataka. The Trust operates under several trusties including the President and the
Secretaries who manage the individual assistance centres.

The Vishwakalyana Mission Charitable trust was established in 1970 and pioneered in
providing job for unemployed women, orphans, children with a critical financial crisis and
aged individuals without support from their children. The orphanage commenced its
operations from 1 June 2005. The trust, which is established in Bangalore, Dharwad, Bidar,
Koodalasangama, Basavakalyana, & Delhi, is home for 860+ students who live in harmony

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without any discrimination of religion, caste, creed and securing their schooling education.
The trust is honoured in providing free education and food for all the students.

The perspective of the parent organization goes like this:

“We have been witnessing a very miserable condition of the society today. An alcohol
addicted father, children who have lost their father in their childhood and scenes of mother
working hard in manual labour to meet ends, exponential increase in the poverty due to
inflation; this way, there are a flock of people who are not stable and independent. Thus, the
sowing seed of education –Vidhya Dhaana– donating knowledge to the students is taken by
the organization.

It is not sufficient if an individual has self-growth, but should also possess concern over the
welfare of the society & the nation. It is advisable to donate generously for the needy and
hence contribute to the well-being of the society. The famous Kannada socialist Basavanna
has emphasized that God doesn’t have any form. He does not possess any hands, legs, face or
mouth.

Society is the face of God. The saying of ‘Service to mankind is service to God’ applies apt
for the substantiating of the generous donation. We hereby request all the kind hearted
individuals to contribute towards the well-being of the students at the orphanage.

• You could share & distribute food, fruits & sweets on occasions of celebration of
birthdays, anniversaries, and memory celebration of demise.

• One could involve in donation of cereals and staple food such as paddy, wheat, jowar,
ragi and so on.

• One could donate the used clothes for the dear students of the institution.

• The donation can be extended in providing the students with appropriate blankets,
mattress, bed sheets, scarves, stoles, shrugs, sweaters, sweatshirts etc.

• As an academic aspect, one could contribute by donating school bags, books,

stationeries and paying the education fee of a student for a period of 1 year.

• The expense of a day’s food inclusive of breakfast, lunch & dinner for the students of
the trust organization for a sum of Rs.4000/- can be donated by the socially responsible
individuals.

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• Assuming the minimum cost incurred in raising a child as Rs.1000, the sum can be
paid either for a month or as a one time payment for 12 months.

Alternatively people who wish to contribute by opening a fixed account with the ashrama and
thus donating the interest amount to the Ashrama are appreciated and encouraged.

• Daasoha Ratna– Rs.200000

• Maha Poshaka– Rs.150000

• Poshaka -Rs.100000

• Hitaishi– Rs.50000

• Donor – Rs.20000

One could as well donate by having a fixed account of any amount and contributing the
interest amount thus received to the Basava Gangtotri Ashrama.

Infrastructure Fund

The expansion in the number of enrolments with every coming year has necessitated for the
development of independent, own building with state of the art facility. The generous donors
have an option of opening a Fixed Deposit account with the Ashrama and the amount
deposited as the deposit principle would be used for the infrastructural development and the
interest can be redeemed by the donor.

Vishwakalyana Mission Charitable Trust is not a self-funded group. Thus it runs on the
positive donations done by the kind hearted people. It would be a very prosperous gesture by
individuals donating for the expansion of the orphanage and the child home so as to provide
free education and food for the students.

First of the woman Jagadguru Sri Jagadguru Maatha Mahadevi & Chinmaya Gnyani Sri
ChannabasaveshvaraGnyanaPeeta’spointiff Sri Channakeshava are the visionaries who drive
the effective administration of the societal trust.

Directions to reach:

From City Market: 219, 226, 228, 229, 231 A,B,C,D,E,F.

From KempegowdaBus Stand: 226 & 231.

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 CHAPTER-3

OBJECTIVES OF THE
STUDY

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PROJECT OBJECTIVE

This project aims to undertake an in-depth research on the working of SnehaJyothi

Orphan and provide feasible and sustainable business solutions for the improvement of the
organization in order to better serve the society in general and orphans & underprivileged
children in particular.

Furthermore, the project aims to study the undertakings of the organization from a business
perspective and improve them in the following areas:

1. Day to day operations

2. Financial inflow

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 CHAPTER-4

RESEARCH
METHODOLOGY

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RESEARCH METHODOLOGY:

I) PURPOSE OF THE STUDY:

The purpose of the study is to study in depth the working of the organization and
analyse how they carry out their day to day operations. The study is not just
limited to understanding their workings but also helping them in obtain a forward
looking approach of how they can reach out to prospective funders, have their
presence felt, and raise funds. The study was made to help them in finding ways in
promoting their organization which in turn would help them in getting more
funds.

II) SCOPE OF THE STUDY:

The scope of the study is limited to the NGO taken up for the project. Several
methods for promoting the NGO, improving operations and raising of funds have
been suggested after understanding the economic, social and technological factors
pertaining to the NGO. However, since the social, technological and operational
issues faced by most of the NGOs are similar, this study can be applied to other
organizations as well.

III) SOURCES OF THE DATA:


PRIMARY DATA:
The primary data was collected by entering into discussion with the
founder and the staff of the NGO.

SECONDARY DATA:
The secondary data was collected through interactions and secondary
research on other NGOs of similar standing.

IV) LIMITATIONS OF THE STUDY:


Confidential data pertaining to the finances of the organization have not
been shared leading to some of the work pertaining to that area based on
assumptions.

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
The study has been conducted keeping in mind the policies of the NGO
and may not be universal in nature.

The data used in the study is secondary may not be universally applicable
and can lead to discrepancies or anomalies in the study.

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 CHAPTER-5

DETAILED
DESCRIPTION OF THE
PROJECT

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CURRENT SITUATION

Although the orphanage has been setup in 2005, there have been minor/no
infrastructural upgradations owing to the dearth of funds with the organization. The
organization funds and maintains the livelihood of 40 children who are amongst the
following categories:

1. Orphans
2. Economically backward
3. Single parent with low means of sustenance

The typical schedule of the children being taken care of in the organization is as follows:

Timing Particulars
6 am Wake up
6 am to 7.30 am Free Time ( Play & Dress up)
7.30 am to 8 am Prayer
8 am to 8.30 am Breakfast
8.30 am to 4 pm School
4.30 pm Arrival at ashram
4.30 pm to 6.30 pm Play time & Snacks
6.30 pm to 7 pm Freshen up
7 pm to 8.30 pm Homework
8.30 pm to 9 pm Dinner
9.30 pm Bedtime

While efforts have been taken up to include some vocational activities during the current
schedule, these efforts have not been able to take shape owing to lack of proper
infrastructure, funds and training staff.

There is adequate living space and rooms for the children in the ashram which has been
divided into separate rooms for girls and boys and common prayer hall cum study area.
Moreover, there is an adequate sized ground with some playing equipment and permanent
fixtures such as see-saws, ladders, etc., donated during the early years of the NGO’s
establishment.

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There is a staff of 4 who live within the campus and undertake the day-to-day activities of the
NGO such as maintenance, cooking, organizing prayers, etc. They are managed by Maate
Kasturidevi who is the secretary of Vishwa Kalyana Mission Charitable Trust and the head of
the orphanage. All the staff are managed and their salaries are paid by the Trust through the
donations it receives.

There is no system in place in order to receive donations in the name of the orphanage alone
and any donations that are ought to be received are to be sourced through the Trust which
handles the finances of the entire organization.

These funds are received by the ashram in the first week of every month and are allocated
and utilized in procuring daily essentials, food materials, books and stationary for the
children and other unforeseen expenses which arise from time to time.

Another key observation is that there is no system in place for prospective people looking to
adopt orphans to approach and undertake the process of adoption. While the process of
adoption is complex in India, there is no know-how on the process with the NGO. This has
hindered the organization in not being able to provide better opportunities and life to the
young children whom the NGO caters to. While this is good way of better providing for the
orphans, it also eases some of the pressure on the ashram to cater to a growing number of
children.

Social media presence is absent for the NGO. While it may not be financially viable for the
organization to maintain a website of its own, given its current situation, there have not been
any previous attempts by either the orphanage or the Trust to get into the social media space.

It is known that social media is a powerful tool to take up issues, conduct promotions,
advertise, and even fund raising. However, the absence from this space is greatly affecting the
NGO to avail its benefits and gain prospective donors and parents looking to adopt children.

Looking into all the observations pointing to several inefficiencies and possible
opportunities to improve and grow, the project has been taken up to work on these particular
areas of potential. Efforts have been made to improve the living standards of the children in
the orphanage through engaging them in vocational activities and connecting them to social
media and other avenues as discussed in the later chapter.

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 CHAPTER-6

FINDINGS AND
SUGGESTIONS

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FINDINGS

There are several findings made during the course of this project. These are listed below:

1. There is no social media presence for the NGO

2. No promotional activities have been undertaken by the organization in order to create
awareness about the social work of the NGO. This has resulted in diminishing
donations and thus a pressure on the organization to sustain in the long run.
3. Fund raising has been limited to the donors who are associated with the parent
organization, thereby increasing the dependency of the ashram on the Trust.
4. Lack of procedural know-how on adoption process.
5. Lack Standard Operating Procedure (SOP) for adoption process
6. While the technical knowledge of the staff present at the ashram is limited, this has
resulted in the physical maintenance of records & logs of key undertakings of the
ashram. This includes the entry and exit of students enrolling at the ashram. None of
the data has been digitized, thus leading to unwanted anomalies in the record
maintenance.

SUGGESTIONS & UNDERTAKINGS

There were several key suggestions as well as activities taken up at the NGO for its overall
improvement and develop its self-sufficiency. These are listed below:

1. Social media presence has been established for the ashram through a dedicated
Facebook page that was created for them. The page has been updated with some of
the important activities taken up by the NGO along with relevant photographs and
testimonials. The link for the page is as below:

https://facebook.com/basavagangotri

2. An awareness campaign has been conducted amongst the student community in the
nearby localities of the ashram. This was designed in order to facilitate vocational
activities to be conducted for the betterment of the children there.

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3. Some of the elder children at the ashram have been educated to operate a computer
and utilize social media productively. Subsequently, they have been empowered to
effectively utilize the Facebook page created for the ashram.
4. Furthermore, a suggestion was given to the head of the ashram and has been
subsequently accepted to take forward the social media presence of the ashram. This
has resulted in an increased awareness about the organization and also a few visits
have been made by social activists who have appreciated the efforts and also donated
to the NGO.
5. As there was a lack of basic health awareness in the organization, an understanding
was reached with the student community of Sri Rajarajeshwari Hospital which has
resulted in the junior doctors from the hospital visiting the orphanage and conducting
basic health checkups for the children. These efforts have been made through active
engagement on social media.
6. Digitization of the records at the ashram have been made which has enabled them to
share the details with the parent organization with greater ease and also helped the
NGO to establish their authenticity with prospective donors.
7. The NGO was suggested to make efforts to achieve greater independence from the
parent body in terms of self-sustenance in raising funds. Through active engagement
with student communities, social media presence and periodic social awareness
campaigns, this can be easily achieved.
8. While there was brochure present for the ashram, it had the limitation of being in the
local language of Kannada and thus was lacking in its outreach to a larger audience.
The same has been translated into English and has been digitized in order to
incorporate it social media.

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LEARNINGS

There have been several important learnings through the engagement process of the social
concern project. These are as listed below:

1. Importance of social media presence in creating awareness

2. Lack of awareness in the society leading to social imbalances
3. Importance of efficient opeartional methods in order to achieve sustainability of
business
4. Importance of technical know-how in achieving operational efficiencies
5. Role of media and marketing activities in obtaining donations & funds for an NGO

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 CHAPTER-7

REFERENCES AND
BIBLIOGRAPHY

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REFERENCES

 Resource Person –MaateKasturi Devi

 http://www.cara.nic.in/
 http://www.ngosindia.com/resources/ngo_registration.php
 http://careforbharat.com/what-role-do-ngos-play-in-india/

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