Case Studies
Incredible Performance in a Large Government Programme
Published on: 31 July 2024
Before its 2016 launch, rural India primarily used coal, wood, crop waste, and cow dung cakes, causing severe indoor air pollution. This pollution led to health issues, including partial or full blindness in many women. Ujjwala has significantly improved indoor air quality, aligning India with Sustainable Development Goal (SDG) 7 targets for universal modern energy access, and also supporting SDGs 3 and 5 for health and gender equality.
However, regular use faces challenges:
Behavioral: Some believe traditional chulahs cook more nutritious food.
Access: Distant Ujjwala dealers make refills inconvenient.
Financial: The Rs. 900-1000 refill cost is a hurdle, unlike the small, manageable payments for wood/coal. Not getting subsidy on time also acted as a demotivator for women to refill.
Despite providing gas connections even in remote areas, the lack of home delivery in rural regions forces women to spend up to half a day traveling to refill cylinders.
It is in this context that in one State an incredible goal for a refill by intermittent Ujjwala customers was taken. Ordinarily in a period of 3 months, 5 lakhs such irregular users would have bought one refill. An incredible goal of 16 lakh refill sales was taken.
In one state, an incredible goal was set to achieve 16 lakh LPG refills by intermittent Ujjwala customers in three months, far exceeding the usual 5 lakh refills. To reach this target, a network of dealers, sales officers from three large public sector units, 50 social sector professionals, 10,000 grassroots educators, 5,000 rural IT entrepreneurs, and self-help groups was mobilized across 30 districts.
Getting it Done
A system for fortnightly progress updates and village-level customer tracking was implemented. Grievances were resolved, and additional delivery options were provided. This concerted effort resulted in achieving 17.12 lakh refills by the due date. This was more than 3 times what would have ordinarily been achieved!
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