EMBA

2015 - 16

REPORT ON SALIA SAHI

SLUM STUDY
SUSTAINABILITY MARKETING PROJECT
SUMEET PATNAIK (UEMF15029)
NITIN THAKUR (UEMF15020)
Introduction:
This report is on SALIA SAHI Slum in BHUBANESWAR, is brought on the basis of sample
survey conducted in last 2 weeks i.e. From 27th December 2015 – 13th January 2016.
The report contains information relating to structure, living facilities like electricity,
drinking water, sewerage, garbage disposal and distance of slums from the nearest
primary school and government hospital/health care centre and problems faced by
people living in the slum.
We went to Salia sahi, Tarininagar for the survey. We have conducted our survey on
following basis point:
 Infrastructure
 Family Size
 Income & poverty
 Education
 Health
Issues related to:
 Electricity
 Health
 Water
 Sewerage
 Garbage Disposal
 Health care units
 Roads connectivity
 Any kind of exploitation by the companies/organizations
Till now we have taken interview of 8 peoples / families that includes older-aged,
elderly consumers, consumers with visible bodily deformities, low income
workers and children. The objective of the survey was to come out with a status
report on Problems/difficulties facing by people living in SALIA SAHI SLUM.

SNIPPET OF INFRASTRUCTURAL FACILTIES

Particulars /Area Name Tarininagar
Electricity Connection Yes
Water and Sanitation Poor
Residential Structure Beside Drainage
Road facility Poor
Phone Connections Yes
Village Facilities Yes

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Objective:
 To expose students to a BOP Market, identify and understand vulnerable
consumers and explore
 How such consumers manage their consumption the role of marketing
based on the integrative justice model.
 Conduct an ethical evaluation of the slum dwellers.
The main findings of the survey are as follows:

Interview 1: Transcript
Name: Raghunath Reddy Age: 35 yrs. Date:27th Dec 2016

Mr Raghunath Reddy, he is from kavisujaynagar, Ganjam. He has been staying with

his family and 2 children (1 boy and 1 girl) in the slum for long years and he is
working as a mason and also doing part time jobs . We asked him about their children
education, he said his children are reading in private school and we asked why in
private school? He said that sending children to private school will help them for their
better education and we asked why he came to Bhubaneswar and staying here?? He
told us that he came to Bhubaneswar looking for a job. He is staying with his family in
his own house in salia sahi , Tarininagar.

He uses boring water which is shared by 30 households and pay monthly bill of Rs
100 and also uses well water in case of urgency. He discussed with us about the
problems he is facing with drainage line and he continued saying that Bhubaneswar
Municipality Corporation is not doing their jobs and no one is here to look into the
issues related to drain. We asked him about the health issues where do they generally
when someone from their family falls ill then he said that they sometimes go to
private hospitals if there is some minor health issue in his family and Govt.
Dispensary they prefer if anything major health related issues because major related
health issues cost will be more. We asked about their future plans whether want to
stay here or they want to move to some other place then Mr Reddy said they want to
live here the entire life.

We asked him about his monthly spending then he continued saying that his monthly
spending (including Gas cylinder, Children school fees ,Foods and vegetables,
electricity, transportation) is Rs 7000/- .He also told us that corporator in there
locality Tarini Nagar is very helpful and corporator has helped him a lot and he also
added saying that no NGO is working in that locality to help the people staying there.
He also has a BPL Card , with the help of which he receives 12kg of Rice and 3Kg of
wheat from the Government. Fainally we asked him what changes he want to bring in
his area ? he only said about to clean and improve the drain line which the
Municipality is neglecting .

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Interview 2: Transcript
Name: Padmalochan Digal Age 17 yrs. Date:10th Jan 2016

Padmalochan Digal , he has been staying in salia sahi slum from last 7 years , he is
basically from Phulbani and he migrated to Bhubaneswar because of riots happened
there. We asked him about who is the earning member of her family ? He said her
mother but refused to mention about her occupation and he has 3 siblings in his
family (1 elder brothers and 2 sisters). We asked him about problems faced by
him/by the locality he continued saying that there are no problems except garbage
cleaning and no concrete roads . And there is no problem of water and electricity in
his house , as per him there is no big issue in his area .Also no exploitation is done by
companies/organization in their locality.

Interview 3: Transcript
Name: Amareshwar Jena Age: 58 yrs. 10th Jan 2016

Amreshwar Jena , he is the president of his locality Taraninagar and his native lace is
at Konark, Puri District . We asked about the problems that people are facing in the
locality , he said that earlier they were facing a lot of problems but nowadays they are
all getting basic requirements in their locality and condition of their locality has been
improving a lot day by day.
We asked him about the developments that can be done in this locality he continued
saying as this is a forest land there cannot be any development and he discussed
about the problems faced that no water supply from Government , they are using
boring water ,no concrete road and no proper drainage system and after fighting a lot
he got the electricity connection in their locality and he told us about health care near
the locality has been improved a lot “Anganwadi” provides basic nutrients to localities
for free and vaccines and all . We asked about the avg income / member of each
household , he said on an avg, Mason income is Rs 400-500/day and labour is Rs 300
/day.

Interview 4: Transcript
Name: Trinath Digal Age: 47 yrs. 10th Jan 2016

Trinath Digal, A resident of Tarininagar has migrated from Fulwani for occupation 16
yrs before. By profession he is a Painter & earns approx. Rs. 400/- per day. We asked
him about the problem he is facing in that slum, in reply of which he said two major
problems which are Drainage system & Garbage cleaning.

According to him, municipality should become more effective for the above
mentioned tasks.
Also, we have asked - Any external agency is trying to harass them for which he said,
no one is trying to do so in the present day.

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Interview 5: Transcript
Name: Bhima Digal Age: 56 yrs. 12th Jan 2016

Bhima Digal, A resident of Tarininagar has migrated from Fulwani for occupation 27
yrs before. By profession he is a Mason & earns approx. Rs. 400/- per day.
His response was same as Trinath Digal as they were neighbours & we have
interviewed them consecutively.

Interview 6: Transcript
Name: AK Patnaik Age: 42 yrs. 12th Jan 2016

AK Patnaik, Aged 42 yrs. Has migrated from from Narsiypuram (A.P.). By profession
he is a Driver & his per day income is Rs. 400/- approx.

We asked him the problems & issues to be resolved in the slum, According to him, the
concerns were;
Drainage system
Garbage Cleaning &
Health Issues

His answer to the question whether any agency is trying to take advantage of them
was the Grocery shops sells all product costly compare to the outside market.

Interview 7: Transcript
Name: Manoj Digal Age: 37 yrs. Date:12th Jan 2016

Manoj Digal has been staying here since last 25 years and we asked him about his
occupation he said driving private cars and we directly asked him about the issues
related in this locality, he said there are problems related to garbage , municipality
here is neglecting their work not doing properly and they are coming twice and thrice
in a week continued saying no proper roads and drainage issues , water logging
during rains but there is no health issue he said. And also no exploitation from
outsiders/company.

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Interview 8: Transcript
Name: K.C. Pradhan Age: 43 yrs. 13th Jan 2016

KC Pradhan, Aged 43 yrs. Has migrated from Rasnagar, Nayagarh dist. Of Odisha. By
profession he is doing permanent service in Kalinga hospital as a staff with a monthly
income of Rs. 18000/- pm.

We asked him the problems & issues to be resolved in the slum, According to him, the
concerns were;
Drainage system
Clean Water supply &
Health care units.

We found him more inclined towards the health related Issues as he was aware of all
the healthy practices being adopted in market because of his professional exposure.
Where good health care units & healthy water was not a concern for majority of the
people in that slum, he was emphasizing in that part only.

His answer to the question whether any agency is trying to take advantage of them
was very clear that all the persons are matured here & if anyone even thinks of doing
so, they won’t succeed.

Interview 9: Transcript
Name: Prasanna Kumar Age: 33 yrs. 13th Jan 2016

Prassana Kumar, Aged 33 yrs. He is owning a medical shop inside the slum area & is
earning approximately 20,000/- pm. He migrated from Puri to Bbsr in search of some
job after doing basic medical course there.

We asked him the problems & issues to be resolved in the slum, According to him, the
concerns were;

Employment for youths.

Health related issues.

He also said that there is no exploitation as such from any outer agency / company
but municipality should think more towards the overall health issues of the peoples
staying there.

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Interview 10, 11, 12: Transcript (All 3 taken together)
Name: Ashwini Kr. Biswal Age: 27 yrs. 13th Jan 2016
Name: Akhaya Age: 19 yrs.
Name: Ashok Shetty Age: 24 yrs.

Ashwini is doing service in Bharat Motors whereas the rest two (Akhaya & Ashok) are
selling vegetables. They comprises of the youth figures of the slum & there concerns
were;

Job assistance to youth

Proper education facility to be build inside the slum.
Garbage cleaning issue &
Drainage issue.

They seems to be happy with the water supply by municipality & according to them
also, there was no any exploitation as such from the external sources.

Interview 13: Transcript

Name: Rajesh Linkar Age: 32 yrs. 14th Jan 2016

Rajesh Linkar, Aged 32 yrs. & residing in this slum since last 8 years. By occupation he
is a welder & earns approx. 15000/- pm. He migrated from keonjhar dist. to Bbsr in
search of job.

According to him, the concerns to be taken care in the slum were;

Drainage problem &

Road connectivity issue.

He seems quite happy with the local government of Odisha & spoke many things in
favour of them. According to him thr won’t be any major problem till the time BJT
government is there in state. He was a big follower of CM Navin Pattanaik.
He said our local political bodies of slum is not approaching municipality properly &
for the drainage & road issue otherwise it would have been done long back.

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Interview 14: Transcript
Name: Ravindra Kumar Age : 54 yrs. Date: 14th Jan 2016
Rout

Ravindra said to us that we have been staying with our family in Salia Sahi slum area
from last 26 years and we have 4 children (2 boys and 2 girls) and his native place is
Kandhamal district of Odisha. He migrated to Salia Sahi, Bhubaneswar in search of
job. He was working as a mason but he stopped working after he met with a severe
accident where his leg was badly injured then after his family is surviving on his
wife’s income and now his wife is working as a mason and also doing some part time
works. Even, he continued saying that he don’t have BPL Card, he has been trying to
get one BPL card since many years but it has been stuck somewhere in the process, no
one is here to help him and government is also not supporting us and not providing
any help.

We asked about what are the issues that he is facing staying in salia sahi for long
years. He told us he has been facing a lot of issues and challenges staying here, there is
always a problem related to water. They use boring water which is shared by many
households and pay the monthly bill and drainage is also a main problem here during
rains there are lot of water logging and the drain water flows to his house. He has
been using electricity connection at his home since last 2 years before that he was not
using electricity connection in their home. And we asked him about health related
issues in the locality he said that health is not an issue here and also he told us that
there is no exploitation done my by any company/organization.

Key Findings / Observations:

We have Taken Interview of 8 peoples / families there till now & we intend to take few
more in the coming days. Till now our preliminary findings are;
1) Most of the families residing there are not exactly poor rather we can say them
low – income people with an avg. income ranging from 12k to 15k per month.
2) Mostly they were having a nuclear family with 4 to 5 members in every family.
3) All the families were living in space not more than 500 to 600 Sq. ft.
4) Majority of the respondent said that they have no problem related to health &
electricity issues.
5) But on the other hand there were certain respondents who were concerned
about the people’s health related to the water & the health care services.
6) We have got more concerns about the Drainage facility, Removal of garbage &
Road connectivity inside the slum area.
7) Few concerns were also related to the education quality & employment
opportunity for youths.
8) Few peoples were very hopeful that government will do something for the above
mentioned issues whereas few were quite satisfied, with the present govt. &
whatever they are getting.

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 9) Almost all the ladies are home makers & they have got sufficient free time after
their routine jobs, which can be utilized in a better way.
10) We found most of the Youths are not very happy with their present employment
& are willing to do something better which can be capitalized.

Our Recommendations:

 Creating awareness regarding the necessity of education and appropriate

behaviours of reproductive health, family planning and child health in slum
areas through intervention.

 Strengthening and expanding existing interventions regarding education and

health services in slum areas.

 Establishing effective linkage between slum community and health facilities

for referral in case of reproductive health related complications.

 Provision of free selected health care services for women and children.

 Establishing housing for poor and slum improvement in order to eradicate

the risk of eviction of slum dwellers and rag-pickers without proper
rehabilitation or relocation.

 Patronizing urban research in order to focus on planned urbanization.

 They should utilize Govt. policies like Bharat Nirmaan effectively.

 Literacy levels should increase.

 Government should provide free education to children.

 Form strong communities & bring them together to work for the betterment
of their slum.

 Efficient Waste Management along with tie-up with the local

municipality & capitalizing from that could be a good option.

 Road connectivity & drainage facility development inside the slum

could be a option to earn profit by benefiting the people there.

 A business model (like Lijjat Papad) can be thought of, for the women’s
particularly (who are mostly home makers) to make them do some
productive work in their free time. This will give them some extra
earning for their family & ultimately will result in profit.

 Similarly youth of the slum can also be involved (full time) in some
productive job in any business model (like waste management etc),
which will result in the benefit of slum, slum’s youth & will generate
profit also.

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Conclusion:
Thus the scope of slum clearance in Saliasahi Slum should be enlarged to embrace
slum improvement by providing them minimum amenities like sanitary-lavatories,
drainage, uncontaminated water supply, approach roads, paved streets and
lighting, in order to prevent them from spoiling both the physical and social
environment and also uplifting them from a degrading quality of life. Slum dwellers
and rag-pickers in Saliasahi are more prone to disease because of the sub-human
conditions, which prevail due to unawareness and neglect. In order to solve this, proper
efforts to educate them in the direction of health and hygiene should be made.

In computing this shortage, the fundamental assumption was that each household
should have a pucca dwelling unit, a reasonably permanent structure to provide
minimum standards of comfort and safety. The prevailing ideas of wholesale slum
clearance and construction of costly housing must be abandoned and new ideas must be
developed to solve the shelter problem and improve physical environments and the
slum life. The fact that emergence of slums, is the result of social degeneration and
economic poverty cannot be ignored. The approach therefore has to be such that taking
into consideration both the physical environments and the social and economic status of
the slum dwellers its execution should involve no harassment, no adverse effect on the
socio-economic conditions of the slum dwellers.

Finally, what is equally essential, is the need for talking to these people in Salia
Sahi Locality, for making them feel acceptable, for telling the women folk how they
can keep their home and children clean, for telling the children what games to play, for
telling the men what work awaits them in the world beyond the one. People’s
participation, decentralization, and Privatization should not be taken as synonyms
of each other.

Role of the state and role of private sector and people’s needs should be
appropriately and adequately discussed so that some general understanding is arrived
at, as there cannot be a single model applicable to all the urban housing and basic
services and utilities. All dimensions, political as well as economic, of the 74th
constitutional amendment be analyzed and understood realistically and not on
ideological or emotional basis. A proper understanding of urban institutions and their
functioning has to be developed. The outcomes of NGO’s acting as catalysts in the
community actions towards development are very encouraging. The experiences and
experiments have been regarding alternative institution building, where the
stakeholders themselves are directly brought as actors in the development process.

Thus there is need of changing in the attitude of the government and the elite towards
the slum dwellers. Program for slum development must primarily be seen as an
environmental scheme and not merely as an agenda for real estate development and
construction turnover. It is the slum-like conditions i.e. lack of drinking water,
inadequate toilet facilities, garbage, heaps, lack of sewage disposal, absence of
open-spaces, inadequate and unsafe access that are of primary concern.

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