apping & Community Need A

NMIMS, Mumbai

CONTENTS
1.
2.
3.
4.
5.
6.

Introduction........................................................................3
Executive Summary............................................................. 4
Methodology...................................................................... 5
Objectives........................................................................... 6
Stakeholder Mapping.......................................................... 7
Community Need Assessment............................................. 11

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Introduction
The basic purpose of TATA Housing DCL , one of the key players in the real estate
industry in India today, is to provide an enhanced lifestyle coupled with
sustainable development wherever they work. It is one of the very few real
estate companies that has expanded and survived PAN India. The kind of reach it
has, also gives it immense responsibility to dwell into Corporate Social
Responsibility and the organisation takes full accountability for it towards
stakeholders including customers, employees, vendors and partners,
government, communities and public at large.
The geographical spread of 5 KM radius, extendable up to 10 KM from our project
sites constitutes our Key Communities. But in case of Tata Affirmative Action
Programme (TAAP) and Environmental Sustainability interventions, though the
priority is given to the 10km radius, the key community is extendable to any part
of India having SC/ST concentration and endangered bio-diversity.
The focussed areas of development by Tata Housing through its Coporate Social
Responsibilty activities include: Tata Affirmative Action Programme; Vocational
Skill Development & Educational Development ; Environmental Sustainability ;
Community Infrastructure Development in and around project sites.
Programs & Initiatives taken up by Tata Housing DCL in the various parts of the
country where it has established its projects.

SWACHH Tata Housing Schools & Neighbourhoods Sanitation Initiatives

SPARSH Tata Housing Communities Care Initiatives

BIG Environmental Sustainability Green & Biodiversity Initiatives

SRIJAN Tata Housing Educational Development Initiatives

SYNERGIZERS Tata Housing Employee Volunteering Programme

AFFIRMATIVE-Tata Housing Affirmative Action Programme

SAMARTH Tata Housing Communities Care

Tata Housing would build sustainability into everything we do so that our
profitable growth helps reduce inequality and rejuvenates the environment. The
organisation has put forth the endeavour to plot the stakeholder mapping and
need assessment studies near their project site Avenida which is situated at
the strategic location of the suburbs of Kolkata , Rajarhat, which is growing at a
very rapid pace. The company has erected their project Eden Court at the
same locality. Hence there is a prior idea of the stakeholders involved in the area.
TATA has also involved itself in many CSR activities for the various needs and
challenges faced in the villages of the Patharghata panchayatraj.
Patharghata is a Village in Rajarhat Block in 24 Paraganas North District of West
Bengal State, India. It belongs to Presidency Division . It is located 20 KM towards
South from District head quarters Barasat. 40 KM from Rajarhat. 16 KM from
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State capital Kolkata . PAtharghata includes around 12 small villages with every
village of 150 acres on an average.
Patharghata is among the 6 other panchayatrajs that fall under the block district
Rajarhat. Patharghata is surrounded by Kolkata Block towards west , Sonar Pur
Block towards South , Barasat-Ii Block towards North , Bhangar-I Block towards
East . Bidhan Nagar , South Dumdum , North Dumdum , Kolkata are the nearby
Cities to Patharghata. The local language of the area is Bengali.
Rajarhat is a Block in 24 Paraganas North District of West Bengal State, India.
Rajarhat Block Head Quarters is Rajarhat town . It belongs to Presidency
Division . It is located 56 KM towards South from District head quarters Barasat.
33
KM
from
State
capital
Kolkata
towards
North.
Rajarhat Block is bounded by by Bishnupur-Ii Block towards North , Bishnupur-I
Block towards North, Magra Hat-Ii Block towards East , Magra Hat-I Block towards
East . Rajpur Sonarpur City , Uluberia City , Panchla City , Kolkata City are the
nearby Cities to Rajarhat.

Executive Summery:

Overall, all the stakeholders had a positive review of Tata Housing DCL and they
acknowledged the efforts made by the company to help resolve same grave
issues of the area of provision of proper sanitation and proper recompensation
for the lands acquired for the projects. The issues of low quality of drinking
water had nothing to do with the companys operations in the locality.
The other aspect of the project of assessment of the needs and the challenges of
the villages of Patharghata mainly highlighted the absence of year round
availability of water as the underground water falls tremendously in the summers
i.e., from April to August. The major reason for this also is the heavy storing of
water for operational activities by numerous projects coming up in the area.
Another issues was the heavy deposits of arsenic in the underground water
hence lack of safe drinking water and lack of all time availability of proper
medical facilities in the area. The closest government /private hospital was
situated around 9 km away.

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Methodology
In order to conduct an effective stakeholder mapping and community need
assessment study, both qualitative and quantitative research methods were
sorted. Both primary and secondary data were collected, collated, analyzed and
reviewed before putting forth the report to identify the stakeholders (internal and
external) and to evaluate the needs and concerns voiced by the identified
stakeholders so as to realise better the needs and challenges of the community
for their effective development by the company.
Prior to the data collection activity the following steps were carried out : Creating
the survey project plan- along with the survey plan the proper time frame
needed for both the activities was also planned out due to the time constraints
under the project.
The second step included understanding and analysing the situational
information about both the community and the comapnys focused area in order
to map the CSR activities of the company to the real needs required by the block
under study.
Next the proper data collection was the priority. The methods for data collection
included both primary and secondary forms.
Secondary research : This included analysing the quantity and the
sustainability of the CSR activities done by the company in past in the rajarhat
area and identifying the loopholes in the process ,if any.
Desk Research : Included creating / revising the survey questionnaire as per
the secondary research of the community and the company.
Primary research- Included extensive interation with the key stakeholders
and also the general public/ residents of the locality. The data was collected from
the key stakeholders of company was a combination of quantitative and
qualitative research methods. The stakeholders taken into priority here were of
both internal and external in nature.
Imlementing the surveys hence identifying the key stake holders and
understanding their influence and importance in the community as well as the
business of the company.

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Analysis of the data and the results of the study after Collation of all data is
performed and hence finding the inference to it. The proper review is important
due to the checking of the reliability of the data and the results. Proper filteration
of the data is vital by elimination of errors and cross checking of information
collated by secondary methods.
Overall Observations and Proposal of an action plan is the final step towards
realising of the completion of the project.

Objectives:
Stakeholder identification, analysis, engagement, management and their timely
review of their opinions is one of the major requirements in the more agile and
aware world of any kind of business. Tata has always been known to take proper
care and initiatives towards all its stakeholders. And hence to put forth such
work on a more effective and efficient manner a thorough stakeholder mapping
is the prerequisite of the real estate business since its over dependence on their
stakeholders.
The stakeholder mapping puts forth the opportunity to build a symbiotic relation
between the company and all its stakeholders, where it can be used in a fruitful
manner.
We have four objectives
communications:

for

public

and

stakeholder

engagement

and

To provide opportunities for the public and stakeholders to better understand,

comment on and influence Tatas planning and decision-making;
To provide opportunities for the project to draw on the knowledge and
experience of stakeholders to improve its planning and decision-making;
To build relationships with the public and stakeholders that lead to mutual
support and confidence;
To enable to meet its legal and regulatory responsibilities to consult
These feed into one over-arching topic objective to build and maintain the
support, confidence and trust of the public and stakeholders.
A needs assessment is a systematic process for determining and addressing
needs, or gaps between current conditions and desired conditions . The
discrepancy between the current condition and wanted condition must be

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measured to appropriately identify the need. The need can be a desire to

improve current performance or to correct a deficiency.
The main objectives of the studies undertaken were:
1. Identify and map the stakeholders for mutual understanding and better
effectivity and efficiency of the project
2. Identify and assess the needs of the community to propose the CSR
activities for their development by studying the issues and challenges
3. The symbiotic nature between the organisations business model and the
needs of the community and/or the stakeholders.

Stakeholder mapping
The stake holder mapping is the most vital step towards the approach towards
an effective stakeholder engagement process. The engagement of stakeholders
is an unavoidable part and parcel of performing any kind of business and
specially in the real estate business where the number of stakeholders is
numorous. Stakeholder mapping is a collaborative process of research, debate,
and
discussion that draws from multiple perspectives to determine a key list of
stakeholders across the entire stakeholder spectrum. Mapping can be broken
down into four phases:
1. Identifying: listing relevant groups, organizations, and people
2. Analyzing: understanding stakeholder perspectives and interests
3. Mapping: visualizing relationships to objectives and other stakeholders
4. Prioritizing: ranking stakeholder relevance and identifying issues
The process of stakeholder mapping is as important as the result, and the quality
of the process depends heavily on the knowledge of the people participating.
Identifying
The first step in the mapping process is to understand that there is no magic list
of stakeholders. The final list will depend on your business, its impacts, and your
current engagement objectivesas a result it should not remain static. This list
will change as the environment around you evolves and as stakeholders
themselves make decisions or change their opinions.
Analysing
Once you have identified a list of stakeholders, it is useful to do further analysis
to better understand their relevance and the perspective they offer, to
understand their relationship to the issues and each other, and to prioritize
based on their relative usefulness for this engagement. The following criterias
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are considered when the validation of the stakeholders is an important

phenomenon.
Contribution
Legitimacy
Willingness to engage
Influence
Necessity of involvement
Mapping
Mapping stakeholders is a visual exercise and analysis tool that you can use to
further determine which stakeholders are most useful to engage with. Mapping
allows you to see where stakeholders stand when evaluated by the same key
criteria and compared to each other and helps you visualize the often complex
interplay of issues and relationships created in the criteria chart above.
Here all the stakeholders are finally graded on a scale of 1 to 10 for both
influence and importance and accordingly they are mapped on the 2
dimensional matrix to give the final pictorial graph of the Stakeholder mapping.
PRIORITIZING STAKEHOLDERS AND IDENTIFYING ISSUES
It is not practical and usually not necessary to engage with all stakeholder
groups with the same level of intensity all of the time. Being strategic and clear
about whom you are engaging with and why, before jumping in, can help save
both time and money.
Stakeholders mainly constitute of two types, internal and external. Internal
stakeholders are those who work directly within the corporate or business. Here,
the internal stakeholders are the management and the employees of the
company and their family members. External stakeholders are people who are
not directly working with the business, but are affected in some way by the
decisions of the business. The external stakeholders of Tata Housing are the
communities residing in nearby areas, local leaders, local administrators,
politicians, suppliers, contractors, customers, companys competitors,
government, regulator, media and
various non-government organizations
(NGOs) and other active groups prevalent in the area.
Here, as per the objective and the focus of the project only the external
stakeholders are taken into consideration and their proper engagement is a
compulsion and a prerequisite for the organisation with the commencement of its
new project Avenida at the Rajarhat-2 site.
The following are the stakeholders that are identified after the extensive
interaction and visiting the sites and their symbiotic relation with the company is
prevalent.
1. President, BDO
Blocks are normally Planning & Development units of district in addition to
taluks. Block would represent a compact area for which effective plans will
prepared & implemented through Village panchayats. The Block Development
Officer is the official in charge of the block. Block Development Officers monitor
the implementation of all the programs related to planning and development of
the blocks.

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2. Chief Development Officer, CDO

Coordination of development and implementation of plans amongst more than
one block is provided by a Chief Development Officer (CDO).
Both the BDO as well as the CDO are responsible and accountable to the 6
village panchats that come under the block of Rajarhat out of which Patharghata
is one. Hence they are more inclined towards the other villages that are
underdeveloped and doenot come in the focus area of our project sites (which is
5-7 kms around the site of the project).
3. Panchayat Pradhan (Head)
The Panchayat is a local government body at the tehsil (taluka) level in India. It
works for the villages of the tehsil that together are called a development Block.
The panchayat Samiti is the link between the gram panchayat (village council)
and the zila parishad (district board). There are a number of variations in the
name of this institution in the various states.
Panchayat Samiti collects all the prospective plans prepared at gram
panchayat level and processes them for funding and implementation by
evaluating them from the angles of financial constraints, social welfare and area
development. This ought to be the most important as well as influential body for
PAtharghata but since the head has been appointed only months back, there is
lack of understanding and involvement from the panchayat towards the overall
development of the area.
4. Land Owners
The prior Land owners or property holders of the land that has been acquired by
TATA with the proper and adequate compensation. But they still insisting on
holding on to their lands as long as they can to continue their irrigation facilities
and benefitting from the sale of these crops.
5. Customers
Customers include the public who have started booking these flats and since the
project has not commenced and the land propositions have not been floated
with full flow , the number of these are very low. But even then, since customer
is the prime focus of the TATA housing their requirements and security are of
highest importance to the company , specially in an aggressive business like the
real estates.
6. Media
Media has always played a vital role in creating awareness among the local
residents about the reputation that the company holds in their minds. There
involvement and expertise to appreciate s the TATAs efforts in development of
the Patharghata village panchayat is profound.
7. Local Residents
Giving the communities more power in planning the local development is an
essential part of the dynamics of residing and developing another new project in
the Rajarhat area. Due to the heavy developments coming up this place is also
called the Action Area-2. The proper involvement and proper nurturing of the
people residing in such areas are of highest priority to gain their confidence in
order to develop the area in a sustainable manner.
The masses and the institutions around this place has an overall positive
feedback towards the TATAs.

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8. Political leaders/government
Since the area comes under the panchayati raj there is very low involvement of
government bodies and the prevalence of the local political leaders is also very
minimal.
9. Other companies whose projects are situated in the locality
Companies like L&T, Unitech, TCS and HIDCO have their operations going around
in this locality too due to the strategic nature of this action area. They do have
a compatible relation with the TATAs without any friction among the respective
operations.
10.Vikash Baidya
Vikash Baidya is one of the local residents of the villages of the Panchayat Raj.
HE has a lot of recognition and respect among the people around in the area. He
works as a local broker of lands between companies who want to set up/develop
their buildings, offices in the area.
Neighbourhood plans allow local people to get the right type of development for
their community, but the plans must still meet the needs of the wider area. In
most cases we expect this will mean that neighbourhood plans will have to take
into account the local councils assessment of housing and other development
needs in the area. Since there is no formal institutions for this activity, local
figures emerge due to their better contacts with the companies and become a
fatherly figure to the local farmers who have faith in Baidya and hence help
smoothen the process of handing and acquiring of lands.
The five major criteria (listed below) are used to gauge, assess and review the
influence and importance of every particular stakeholder to better understand
the dynamics of the activities of the community and also make the operations of
the company a more effective and efficient one.
The qualities of Contribution and Legitimacy help realise the expertise of the
stakeholder.
The quality of Willingness to engage gauges the willingness of the SH towards
the community.
The qualities of Influence and Necessity of involvement helps realise another
important aspect of the Value the stakeholder has in the locality.

President, BDO
Chief
Development
Officer (CDO)
PAnchayat Head
(PRadhan)
Land
owners
(prior)
Customers
Media
Political leaders,
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Contrib
ution

Legitimac
y

Willingness
to engage

Influence

High
Medium

High
High

Medium
High

High
High

Necessity
of
involvemen
t
High
High

Medium

High

Low

High

High

High

Low

Medium

High

High

Low
High
Low

High
Medium
Medium

Medium
Medium
Medium

High
Medium
High

High
Medium
High

Govenment
Local Residents
Vikash
Baidya,
local broker

High
High

High
Low

Medium
High

Low
Medium

High
High

As per the study of each stakeholder over the discussed criterias of the table
above they are gauged and are graded on a scale of 1 to 10 over the two most
important aspects importance and influence and hence the graph is plotted
below.
President,BDO
Chief Development Officer,
CDO
Panchayat Head (Pradhan)
Land owners (prior)
Customers
Media
Political leaders, Government
Local Residents
Vikash Baidya, local broker

Importance
10
9

Influence
7
7

4
9
9
4
6
4
9

9
9
4
7
4
6
9

Hence, the pictorial/graphical representation of the final stake holder mapping ---

High Influence, Low Importance

High Influence, High Importance

Local Residents

President, BDO

Media

Chief Development Officer, CDO

Panchayat Head (Pradhan)

Land Owners
Vikash Baidya

Low Influene, Low Importance

Other companies operating in the area
(HIDCO)

Low Influence, High Importance

Poltical Leaders, Government
Customers

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Community Need Assessment

A community needs assessment is a combination of information gathering,

community engagement and focused action with the goal of community
improvement. A community needs assessment identifies the strengths and
weaknesses within a community. Community leaders, local government,
advocacy groups or a combination of these then address these identified needs
through policy change or development.
A community needs assessment can be broadly categorized into three types
based on their respective starting points: First, needs assessments which aim to
discover weaknesses within the community and create a solution . Second,
needs assessments which are structured around and seek to address an already
known problem or potential problem that the community is facing. Third, needs
assessments of an organization which serves the comunity.We are mostly going
to delve into the first
Community needs assessments are generally executed in four steps: planning
and organizing, data collection, coding and summarizing the needs assessment
results, reviewing and analysis of the results by negating the unrealistic
demands and proposals of a few stakeholders due to their own vested interests
and finally sharing the results with the community to facilitate action planning.
During the planning and organizing phase all the important stakeholders are
identified, local organizations and/or local government begin to collaborate.
Depending on the type of needs assessment being conducted one can tailor their
approach.

Needs/issues and challenges most prevalent in this area include :

1. No proper drainage :
The performance of our drainage system could easily be affected by many
factors. Mud and silt carried by storm flow could deposit graudually inside drains
and channels and affect their effective capacity. Debris, large objects and tree
fragments could also be washed down catchpits and channels and create serious
flow restrictions. Developments could affect flow paths and could bring
unexpected flow to certain section of the drainage system.
Only 10% of the Patharghata area has a proper drainage system which has low
maintenance as well and the infrastructure of the system is poor which leads to
no effectiveness of the available system. The local drainage improvement
measures are targeted to bring quick local improvements to suit situation
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changes or to bridge the gap when long term improvement measures are being
planned. This particular issue has very low importance as per the stakeholders
involved due to low awareness strategies.
2. Lack of Water availability and access throughout the year:
Among the various sources of water , the only prevalent source of water for
irrigation, miscellaneous uses and drinking purposes is only the groundwater. The
possibility of supplying as much water to the area as is needed during each
period of the season depends primarily on the availability of the water at its
source. Availability may vary a lot over the year, or even between one year and
another. Secondly, the supply depends on the capacity of the facility installed to
withdraw the water from the water source.
The major issue that has cropped up in the recent past is the development of the
locality and the operations of various companies increasing the consumption of
water exponentially. Since these companies have systems to pump the
underground water for the dry seasons and store in case of emergencies the
availibilty of water lowers even further for the larger masses in the area.
**Hence, either deeper tubewells or some pump and storage facility could help
the community from any deprivation of water. Encouraging systems like
rainwater harvesting is another proposal.
3. Almost nil Street Lighting
The lighting of the streets is not available for almost the complete village and
also the block altogether. It is not so much of an important issue for the villagers
as long as they receive electricity supply at their own households . The lightings
that are set up on the streets already are severely lacking any maintenance as
the light bulbs are left fused for months to years together. Around half of the
Patharghata area has the lighting posts erected but without any further
developments.
4. Poor availability of safe (arsenic free) drinking water:
Arsenic contamination of groundwater is often due to naturally occurring high
concentrations of arsenic in deeper levels of ground water. It is a high-profile
problem due to the use of multiple deep tubewells for water supply in the area,
causing serious arsenic poisoning to large numbers of people. Arsenic
contamintated water typically contains arsenous acid and arsenic acid or their
derivatives. Their names as "acids" is a formality, these species are not
aggressive acids but are merely the soluble forms of arsenic near neutral pH.
These compounds are extracted from the underlying rocks that surround the
aquifer. Arsenic acid tends to exist as the ions [HAsO 4]2- and [H2AsO4]- in neutral
water, whereas arsenous acid is not ionized.
There can be both small scale and large scale water purifier systems available
for relieving the water of arsenic.
A simpler and less expensive form of arsenic removal is known as the Sono
arsenic filter, using three pitchers containing cast iron turnings and sand in the
first pitcher and wood activated carbon and sand in the second. Plastic buckets
can also be used as filter containers. [26] It is claimed that thousands of these
systems are in use and can last for years while avoiding the toxic waste disposal
problem inherent to conventional arsenic removal plants. The above small scale
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purifier systems would be very much appreciable and of vital help in that entire
block.
5. Poor quality of medical facility/ Health facilities
Effective sexual and reproductive health care cannot be achieved without an
adequate healthcare system consisting of good hospitals and clinics and enough
highly trained medical staff. Close coordination between local government and
the private sector (in the form of clinics run by NGOs and private care providers)
is also required. Some sections of the population have additional barriers to
overcome. These groups include poor women, young people and other socially
disadvantaged groups such as drug users, sex workers and people with a
disability. Good health care is also vital in preventing mother-to-child
transmission of HIV and other fatal causes.
The only health centre available in this complete block is one government centre
without any proper facilities for the medical practitioners. There are 2-3
compounders looking at the issues of the masses and the availability of
doctors is only once a week for particular time frame. In case of any emergency
the patient is to be carried to the nearest government hospital which is 8-9 kms
away from the area with no access to a 24*7 availability of ambulance.
The company has in past set up a health camp for the localities twice a week
where medical assistance and services were provided for free of cost. It had
turned out to be a very successful programme taken up by the company except
such programmes are period based. A proper clinical system and support is a
compulsion in this area for the community.
6. Maintainence of the government schools in the area:
The overall literacy of this area is 79 % which is higher than our countrys
average of 74%, which is an encouraging figure. The total number of primary
schools in the area is 15 and the number of high schools is 2, where the primary
school includes classes primary to class 4. The mid-day meal is one of the major
reason for the kids from all the households to come to the primary schools.
The maintenance of these government schools is one of the major concerns of
Patharghata. The requirements of sufficient electrical appliances, stationary and
other basic requisites are not taken care of by any institutalization. Even the
electricity bill of these schools along all the other requisites above are paid by
the staffs of the school, which seemed very unfair. The quality of water available
for the students is not upto the mark due to high arsenic availability. And in a
maximum of schools there is no sanitation facilities available.
7. High dropout rate
Education is of secondary importance for people in this area. The students
continues to pursue education as long as he gets his mid day meal and takes up
a job whenever an opportunity arises. The quality of the staff might encourage
them in their primary schools to decrease this dropout rate. Considering there
are only 2 high schools in the area , it is a little difficult to accommodate the
increasing numbers as well.

8. Unemployment
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Rural-Non-Farm-Activities (RNFAs) play an important role to provide

supplementary employment to small and marginal farm households, reduce
income inequalities and rural-urban migration. Though, agricultural sector has
played a very significant role for generation of rural employment in the Asia and
Pacific region, its contribution to the overall economy has greatly reduced in the
recent past (Asian Productivity Organization, 2004). Therefore, development of
various non-farm-activities can effectively be exploited as a potent stimulator for
further economic growth offering rural communities better employment
prospects on a sustainable basis. Since the motive here is to provide a
sustainable growth of the people, proper employment opportunities is important
for the development of the community.
Here the awareness of the programmes brought about by the government is
exceptionally very low. With the rapid development of the Rajarhat block and its
exponential urbanisation, the RNFAs are the only hope for the people here to
continue living here and development in the sustainable manner.

9. NO women development initiatives

The principle of gender equality is enshrined in the Indian Constitution in its
Preamble, Fundamental Rights, Fundamental Duties and Directive Principles. The
Constitution not only grants equality to women, but also empowers the State to
adopt measures of positive discrimination in favour of women.
Women face many social challenges today whether it be making soaps and
incence in order to secure an income for her family to raising children amidst the
harsh economic crisis. A woman is dynamic in the many roles she plays. In the
villages of Patharghata in women have withstood perennial health problems due
to the lack of toilet facilities and are forced to use fields and open spaces for
defecation. And there are many such prevalent issues like very low literacy rate
of women and almost zero employment rate of the women.
10. Lack of sanitation facilities throughout
Providing adequate sanitation facilities for the poor remains one of the major
challenges in this rapidly develop[ping suburbs of the city. Those who have
inadequate sanitation may be using the bucket system, unimproved pit toilets or
the veld. In addition there is a disturbing increase in poorly designed or operated
water-borne sewerage systems. When sanitation systems fail, or are inadequate,
the impact on the health of the community, on the health of others and the
negative impact on the environment can be extremely serious. The unhygienic
practices are clearly the results of: lack of health and hygiene awareness; lack of
sanitation facilities; inadequate water supplies; poor facilities for the safe
disposal of waste water and other domestic waste; and inadequate toilet and
hand washing facilities.

Community participation in decision-making, improved health of millions of

people, safer living environments, greater knowledge of sanitation-related health
practices and improved hygiene are just some of the factors that are central to
the development of good sanitation services.
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In this financial year, the TATAs have build over 100 toilet facilities in this locality.
It has already proposed another 95 such facilities in the next year. This has
brought about a profound change in the lifestyle of the local residents of this
area beyond expectations. The health concerns of the women of the villages are
also taken adequate care of, by providing them with such basic necessities which
is a hygiene factor these days.

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