Department of Fashion Technology Master of Fashion Technology NATIONAL INSTITUTE OF FASHION TECHNOLOGY NEW DELHI

SUBMITTED TO: Mr. CHANDRASEKHAR JOSHI Department of Fashion Technology NIFT New Delhi


and thereby a sound foundation for life. Research has also indicated that if these early years are not supported by. in the long term. Future Kid child care derives its importance from this rationale A customer-centric philosophy will be infused within the entire organization. or embedded in. Future Kid will spend extra money to attract and train the best employees. the quality of human capital available to a country. This is especially important because it is the employees that interact with both the children and parents and will have the best chance to impress them enough to turn them into a loyal customer as well as to be vocal in telling their friends about their positive child care experience. Recent research in the field of neuroscience. What follows logically is the crucial importance of investing in these early years to ensure an enabling environment for every child. particularly on the brain. . Their services are safe and secure. providing the parents with an excellent place where their children can be taken care of. the chances of the child’s brain developing to its full potential are considerably. The first 3 to 8 years of a child’s life are globally acknowledged to be the most critical years for lifelong development since the pace of development in these years is extremely rapid. has provided convincing evidence of the ‘critical periods’ located within these early years for the forming of synaptic connections in the brain and for the full development of the brain’s potential. This mid-sized child care facility serves children from three months to eight years of age. which are known to last a lifetime. which is not only the right of every child but which will also impact. reduced. and often irreversibly. a stimulating and enriching physical and psychosocial environment.EXECUTIVE SUMMARY “Future Kid Child Care” is a start-up organization that provides day care services to metro cities in India. This stage in life is also important as a foundation for the inculcation of social values and personal habits.

protection.PRESENT TRENDS AND FUTURE PROJECTIONS OF THE MARKET India has the largest child population in the world. This allows the governments in due course to devote attention to improving quality. emotional. The second group of customers are drop in. Demand for child care services in urban centres is likely to increase which opens newer opportunities in child care. language. social and moral. TARGET MARKET AND CUSTOMERS Future Kid Child Care will be concentrating on two different target customer segments. It is considered a significant input to compensate for early environmental deprivations at home by providing a stimulating environment to children. lack of basic amenities. The older siblings. the quality of care available to young children has deteriorated. motor. Only 32% of the pre-primary age children are enrolled in education structures. deprived of the opportunity to attend school. cognitive. migration and increased participation of women in the workforce have transformed traditional family patterns. and poor physical and nutritional status have all been the consequences of poor child care facilities. health hazards. because of overcrowding. customers who use Future Kid sporadically. urbanization. High infant mortality. and exposure to crime. This group is forecasted to account for 80% of Future Kid's business. As a result. . particularly girls are often taking care of younger siblings. Future Kid Child Care is aware that industrialization. Members of the extended family are not available to assist in the caring of the children. This group is growing at a rate of 25% and there are over 100 potential customers in a 5km radius. India has a population of 170 million children between ages 0-6. fewer children will be requiring child care services in India in future. According to the 2001 census. As population growth and fertility rates decrease. This facility is new and hence more in demand. The first is full-time working couples. Basic to holistic child development have been survival. whenever the need arises. and participation. morbidity. low attendance at school. Future Kid Child Care involves the total development of children – physical. equal opportunity. Young children in urban disadvantaged environments are particularly vulnerable.

utensils. Qualified and trained tutors will be allocated for the same. creative working and soft skill training. and clean/hygienic. structural surfaces. PREMISES & FACILITIES The premises which will be occupied by children will be of sound and stable condition with all fixtures and fittings. equipment. fixtures & fittings. work surfaces. Hot water will be thermostatically controlled (43°c) in interests of children’s safety. non-toxic. implemented and maintained to ensure regular periodical cleaning programs of risk area. Sanitary accommodation will be provided with adequate means of ventilation to the external air either by means of an operable window or mechanical ventilation capable of providing 3 air changes per hour. Separate area will be provided for storage of cleaning materials and equipment SANITARY ACCOMMODATION Wash hand Basins would be child size or “hop ups” with adequate adult supervision provided. Where there is no natural light and mechanical ventilation is installed it will be linked to the lighting system in such a manner as to allow an “over run” of at least 15 minutes. Suitable and adequate heating. All Wash-hand Basins will be serviced with a constant and instantaneous supply of hot and cold water. All cleaning agents will be stored in an area completely separate from food items and utensils. A cleaning schedule will be formulated. Toys/equipment will be suitable for: . PLAY EQUIPMENT All play work equipment and materials will be suitable.RESOURCES PROVIDED Proper education as specified by Central Board will be practised for school going children along with physical education. ventilation and lighting will be provided within the premises. Separate sink in premises where food is served is recommended for cleaning of the premises. Following are some of the resources that Future kid will provide to children of age 3-5 yrs. including work and play equipment being maintained in a proper state of repair and a clean hygienic condition.

 Manipulative play.  Cots provided in a suitable and safe position.  All staff working in pre-school premises must be over 18 years of age . Creative play.       Arts and Crafts. SLEEPING Future Kid will monitor infants/children when sleeping:  Safety mattresses on cots.  Language development. Following will also be incorporated into the weekly program. Games with rules. Appropriate behavior in a child will be corrected in a caring. Social skills. Free play.  Suitable bed linen and separate bed linen used per child. Group Tasks BEHAVIOURAL MANAGEMENT No corporal punishment is inflicted on a child attending the service.  Easy access between cots.  Imaginative play  Physical play. REST & PLAY FACILITIES Future Kid will ensure that:  Adequate and suitable facilities for children to rest during the day are provided and  Adequate and suitable facilities for children to play indoors and outdoors during the day are provided. constructive and consistent manner. Appreciation of nature.

64 per cent children were covered under ECCE programs such as ICDS and ECE schemes.168 Thus. DPEP opened 10. At no time in the recent past has there been keen interest in early childhood education. GOVERNMENT ORGANISATIONS According to “ECCE: An Overview (MHRD 2003)”. out of the total number of children in the 3-6 age group. As per the estimates of the Department of EE & L. barely 19. Finally. As against the target of 2 million ECE centres in 2000. In programmes like the District Primary Education Programme (DPEP) and SSA. Low status of ECCE and the need to be recognised remains the biggest setback for government organisations. despite the expansion of the ECCD programmes.000 ECE centres in the non-ICDS areas.COMPARITIVE ANALYSIS WITH COMPETITORS The competitors in the field are government organisations including Early Childhood Care and Education (ECCE). efforts have been made to fill the gaps left by ICDS. Private sector and NGOs. The implementation of ICDS has been far below the desired level. . from the above data it is clear that. crèches and balwadis in the voluntary sector supported by DWCD in 1996-97. To preserve the spirit of holistic and integrated approach. rich early education programs on children’s development and learning have captured the attention of many. the coverage of children (22 per cent) under the ECCE programmes is grossly inadequate.55 million centres are operative at present.23. The general awareness of the professional and technical aspects of ECCE is rather poor. the total number of children enrolled at the pre-primary level is 46. the decades of research showing the benefits of strong. The public at large rarely understand the importance or need of ECCE services. it requires integration of bureaucratic structures and cutting across various sectors of development and specialized compartmentalization in its process of implementation. As regards the other programmes of the Government. only 0. It is within the scope of ICDS to address socio-economic and gender inequalities by promoting the development of learning opportunities for the young child. Increasing early childhood participation including evidence of some preschool growth is encouraging. the expansion of ECE was not as large as that of ICDS.

and denominational groups. Today the initiatives of the private sector may be as large as the programmes undertaken by the government sector. and pre-primary classes) was about 1 Crore (2001). today private sector initiatives have spread to small towns. ranging from some of the most innovative and high-quality programs in the country. kindergartens. trusts.. which is funded in various ways. Though originally confined to the upper and middle classes in cities.PRIVATE SECTOR PARTICIPATION Since no survey has yet been undertaken. villages. NGO INVOLVEMENT The NGO sector is very small but vibrant. urban slums. According to some estimates. by international and national donors. nurseries. but the former caters to different classes. . Estimates vary from 3 million to 16 million children. There are no figures available for the number of children covered under ECCE services provided by the NGO sector. etc. the number of children enrolled in private-sector initiatives (including day-care centres. there are no accurate figures available for privatesector commercial ventures operating under various names. reflecting the unprecedented demand for and popularity of such services. semi-urban areas. The spread and nature of the services provided by it are varied.

POLITICAL ECONOMICAL SOCIAL TECHNOLOGICAL ENVIRONMENTAL LEGAL ANALYSIS (PESTEL) POLITICAL Government and NGO efforts have been to cater to disadvantaged women and children but the responsibility to provide child care for other groups fell on the private sector. getting ready for school and sleep occupy most of the time (Datta 1998). Day Care Centers in private sector are very few as they are not cost-effective. in spite of them continuously talking of community and women’s participation and low cost models. family based group care (Family Day Care) by housewives became a growing phenomenon. Future Kid incorporates this model by allowing mothers to join the child care by attending required training programs. Observations show that routines of feeding. As literacy rate is increasing and people are getting highly paid jobs the chances for the growth of Future Kid is high. Since the need for child care was growing. staffing and other infrastructure requirements. Neither government nor NGO have felt the need to use this model. . Thus political analysis shows positive for Future Kid. considering the space. It appears that only custodial care is offered in many of these centers (Datta 1993). ECONOMIC Literacy rate and the rate of employment is an important factor for determining the needs for childcare in an area. The initiatives from individuals and women’s organizations have created some day care centers in the urban areas. Also the fact that women are working and the percentage of dual earners is increasing every year gives more hope and confidence to get Future Kid established as people will be willing to pay for quality service. The family day care offers a home like environment and is preferred by parents who want their children to have personal care. These day care centers provide care to about 30 children and major responsibility for care lies with the ‘maids’ or ‘ayahs’ who are untrained with education up to higher secondary (8th grade). The children though not involved in specific activities occupy themselves through interaction or moving around. Family day care surprisingly continues to be an urban phenomenon in spite of the fact that it can be a service developed for any segment of the population.

5% under mother care. Care by a sibling is a very common form of child care but a cause of concern as it denies the older child educational opportunities and childhood itself. Women working on piece-rate like Bidi-makers tend to lock the child in a room so that child does not come in the way as more she works the more she earns. Looking at child care in Agricultural sector it was seen that sibling involvement was about 13% in Mizoram and Gujarat and nearly 82% in Kerala. These children were as young as 6 to 14 years. The person could be of any age range from a teenager to an old adult.. This is specially so with women who are agricultural laborers. School going children do not like to attend day care programs for young children as there is no activities of their interest in these centers. Among the urban middle class latch-key children are common feature as child care facilities like before and after school do not exist. Many parents are only weekend parents as their child stays all week with grandparents. The dependence on such a service is . Sometimes children are left tied in hammocks under the trees or left unattended in dangerous environments like construction sites. In Delhi. At such times. even today the social support through Kith (friends/neighborhood) and Kin (family) is strong and is often the main source of child care. If no family member is available very often children are left alone for periods of time. Within the home setting. 1985).SOCIAL In India. 43% of the dual earners depended on their family that is the grandparents for child care. A significant study by Shah et al (1979) has shown that 47% of study children in rural Maharashtra were looked after by sibling and that incidence of severe malnutrition was 55% when siblings were 6-8 years of age were in charge compared to 21% grandmother care and 8. piece-meal workers and self-employed women. In many slums children wander around unsupervised as most adults and older siblings have to work for family to survive. Such young children who are kids themselves have no skills for child care (Sriram & Ganapathy 1997). contract laborers. child care is also done by employing ‘Maid’ or ‘Ayah’ who will look after the child and also do domestic chores. However such situations have potential dangers and may also have adverse effects on children. parents are forced to allow children to be on their own in the home with neighbors ‘keeping an eye’ on them. In the disadvantaged groups nearly 66% of the mothers took care of the child herself (GOI. This is a popular form of child care in urban middle class families as they find this labor is cheap and in plenty.

suggestions etc. . diversity in programs to be able to reach to women and children in various circumstances. This is especially important because it is the employees that interact with both the children and parents and will have the best chance to impress them enough to turn them into a loyal customer as well as to be vocal in telling their friends about their positive child care experience. flexibility in implementation of programs. However the children under this form of care scored very low on intelligence and social maturity tests compared to children in other forms of care (Datta 1994). Thus multiple responses to child care are a must for programs to be available and accessible.also because child care choices are not available for families who are willing to pay. they want the best of anything and everything. So Future kid has immense scope in urban areas to work with as proper child care facilities are in high demand. LEGAL Future Kid follows Child Care Act and Health Regulation norms as specified by government. food served. lessons taught. Future kid adds quality to their services and will have an online interactive website for communicating with parents in a day to day basis and documenting everyday activities. TECHNOLOGICAL As people are technologically getting updated. This calls for better outreach of programs. Future Kid will spend extra money to attract and train the best employees. A customer-centric philosophy will be infused within the entire organization. curriculum. Child care programs to a large extent are not available and accessible.