Livestock serves as a primary source of income for a majority of small and marginal farmers in India, accounting for roughly 80% of their livelihood. Unlike land distribution, livestock distribution is more equitable, with one-third of the population below the poverty line who are landless, small, and marginal farmers relying solely on livestock for their basic needs. For these farmers, livestock serves as a crucial lifeline.
Keeping this in mind, Bharat Financial Inclusion Limited (BFIL), a 100% subsidiary of IndusInd Bank, introduced ‘Bharat Sanjeevani’ which is an innovative initiative catering to the specific needs of farmers in Jharkhand and Madhya Pradesh. From treating illnesses to providing emergency care and vaccinations, 'Bharat Sanjeevani' covers all aspects of livestock management, promoting the well-being of farmers and their animals.
In this exclusive interview with TheCSRUniverse, Kishore Sambasivam, Chief People Officer, Bharat Financial Inclusion Limited, shares how Bharat Sanjeevani alleviates the financial burden on farmers regarding livestock healthcare. He also speaks about how this initiative ensures that farmers receive top-notch care for their livestockwith technology-driven solutions.
Scroll down to read the full interview:
Q. Please provide an overview of the MoU recently signed with the UP government for the Bharat Sanjeevani Program- what are the primary deliverables and how would the government facilitate the implementation of the program in UP?
A. Certainly, the MoU recently inked with the Uttar Pradesh government marks a significant step forward in our CSR endeavor, the Bharat Sanjeevani Program. This initiative is specifically geared towards the welfare and management of livestock within the newly established Cow Sanctuary in Muzaffarnagar, the largest of its kind in the state.
Bharat Sanjeevani, deeply rooted in veterinary healthcare and livestock management, draws upon our extensive experience dating back to 2016. Having successfully implemented similar projects across seven Indian states, we bring a wealth of expertise to the table.
Our primary focus within the Cow Sanctuary revolves around ensuring the health and well-being of its inhabitants. To achieve this, we are deploying a dedicated team comprising project managers, veterinary doctors, para-veterinarians, and fodder and farm specialists, who are well-equipped with cutting-edge diagnostic technologies. Through comprehensive healthcare services including treatment, vaccination, deworming, and artificial insemination, we aim to safeguard the welfare of the cattle in the sanctuary
Furthermore, we are actively engaged in the establishment of green fodder farms covering over80 acres of land initially, coupled with intensive training sessions for local farmers. Our in-house technologies, including mobile and web applications, will facilitate real-time monitoring and tracking of our services, ensuring transparency and accountability throughout the implementation process.
Crucially, the government's role in facilitating the program cannot be overstated. Through the provision of essential resources such as artificial insemination logistics, fodder seeds, and infrastructure support, they play a pivotal role in ensuring the seamless execution of our initiatives.
With our proven track record in managing the Cow Sanctuary in Agar Malwa, Madhya Pradesh, spanning 472 hectares and accommodating up to 5,000 cows at full capacity, we are poised to replicate and enhance our successin Uttar Pradesh. Our extensive experience underscores our confidence in effectively managing the newly established Cow Sanctuary in Muzaffarnagar. With the steadfast support of the government, we are well-positioned to implement our Bharat Sanjeevani Program with efficiency and efficacy.
Q. What is the role of the Harit Pradesh Milk Producer Company and the National Dairy Development Board (NDDB) in this initiative?
A. BFIL in partnership with the National Dairy Development Board (NDDB) promoted by Harit Pradesh Milk Producer Company will be undertaking an important initiative to provide doorstep mobile veterinary services as part of the company’s CSR initiative, 'Bharat Sanjeevani', in seven districts of western Uttar Pradesh.
BFIL's role in this initiative is multifaceted. We will ensure the seamless delivery of doorstep services to livestock farmers along the milk routes of Harit Pradesh MPC. We will deploy qualified doctors and paravets to administer essential treatment to animals and source necessary medicines for the project's smooth operation. BFIL will cover the costs of running the Emergency Response Centre (ERC), where farmers can call toll-free for treatment. We will manage the 'Sanjeevani' software for case registration and maintain the Mobile Application for field team usage.Furthermore, we will manage an E-enabled solution that effectively connects farmers with field veterinarians, ensuring timely access to healthcare services.
Harit Pradesh MPC will play a pivotal role in our initiative. They will also actively support village-level publicity campaigns, raising awareness among farmers about the available veterinary services.
Through this collaborative effort, with NDDB's expertise and support, we aim to enhance animal healthcare accessibility, improve livestock productivity, and contribute significantly to the socio-economic development of the region.
Q. Livestock management is intricately woven with Indian agriculture and rural life. Are there any key learnings derived from the program that you would like to share with other organizations and development professionals who are trying to work towards the upliftment of rural & agricultural communities?
A. What sets the Bharat Sanjeevani program apart is our approach to leveraging technology to provide services to the marginalized. Take our 'Doctor-On-Call' model, for instance. We have established an emergency response center where farmers can reach out to us through the toll-free number to get help for their animals quickly and conveniently. It's all about making veterinary services accessible, even in the most remote areas. Technology indeed forms the backbone of our project as the Mobile App and integrated IT help the process flow seamlessly, making all the key contributors connect with all the information handy for a quick turnaround. Technology and data integration have also helped largely to prevent disease outbreaks and epidemics by analyzing trends that could be useful in anticipating the livestock disease occurrence pattern.Our technology platform is adaptable and can be rolled out in different regions quickly.
We havealso set up a telemedicine system where farmers can consult veterinarians remotely, ensuring timely care for their livestock. Our Services are about bringing the doctor to the farmer, not the other way around.
However, what really makes us stand out is our data-driven approach. We are constantly monitoring and evaluating our impact through a real-time monitoring dashboard, using data to refine our strategies and demonstrate results to our stakeholders. It's about accountability and transparency, something we take very seriously.
In a nutshell, our project is not just about providing short-term solutions. It's about creating lasting change in livestock care, and we're doing it in a way that can be replicated and sustained across the country. Overall, these innovative ideas and practices have made Bharat Sanjeevani a success story in rural development. Moreover,we are committed to sharing our learnings so that others can benefit and make a difference in their communities too.
Q. What are some of the major CSR projects that BFIL has undertaken or supported in the past few years? Are there any specific achievements or success stories that you would like to share with us?
A. BFIL has undertaken several impactful CSR projects in recent years, with standout initiatives including Bharat Sanjeevani and the Bharat Pragat Watershed Program.
Bharat Sanjeevani, which was launched in 2016, has evolved into a comprehensive IT and Tele-centre supported delivery of veterinary services, assisting over 15 lakh farmers and treating more than 2 million livestock across Madhya Pradesh, Jharkhand, Rajasthan, Karnataka, Maharashtra, and Telangana. This program received significant recognition, featuring among the 75 Digital India Success stories released by Meity, GOI in 2021, and winning the prestigious IIT Madras CSR Awards in 2024.
In addition, BFIL's commitment to water conservation was acknowledged with the CII National Award for Excellence in Water Management in 2021 for the PRAGAT- Holistic Village Development Program in the 10 villages of Kalaburagi District, Karnataka by the Confederation of Indian Industry.
Moreover, BFIL's dedication to CSR in challenging circumstances was recognized with the National Corporate Social Responsibility (CSR) Awards 2019 by the Ministry of Corporate Affairs, GOI.
The Bharat Pragat Watershed Program, recognized by ASSOCHAM in 2022, stands out for its holistic approach and tangible impact. Adopting a Watershed Approach, the project conserved over 30649 million liters of water across 17157 hectares, directly benefiting more than 13,750 farming families. The project's 'Community Led' strategy and collaboration model with the Government and the community have been instrumental in achieving a 3.05-meter water level rise, along with substantial improvements in agriculture productivity, per capita income, livestock holding, and reductions in wasteland and migration duration.
These initiatives exemplify BFIL's commitment to sustainable development and impactful CSR endeavors.
Q. What are the thematic areas that BFIL focuses on under CSR? How do they align with the broader social vision of the company?
A. BFIL's CSR initiatives are strategically designed to address pressing societal needs while aligning seamlessly with our overarching vision of inclusive growth. Our focus primarily revolves around two key thematic areas: Livestock healthcare through veterinary support and primary healthcare services encompassing both preventive and curative treatments.
In our microfinance operations, more than 35 % of BFIL's loans are directed towards livestock-based livelihood activities. This allocation is particularly significant considering our extensive presence in rural regions, where such initiatives hold immense importance. By empowering over 1 crore women members, BFIL has played a pivotal role in catalyzing transformative change across India, facilitating crucial access to credit and fostering diverse economic opportunities.
Our commitment to empowering women-led Joint Liability Groups (JLGs) has been steadfast. These groups consistently leverage our services to secure financial support for a myriad of livelihood activities, particularly in the realm of animal husbandry and allied sectors. The impact of our efforts is evident in the staggering number of women beneficiaries, gaining access to credit for livestock-related ventures.
Through our CSR endeavors, we not only address immediate societal needs but also strive to create sustainable pathways for holistic development. Hence, recognizing the paramount importance of livestock to farmers, BFIL felt compelled to reciprocate the trust of its customers. This led to the inception of the Bharat Sanjeevani program, an initiative tailored to cater to the needs of livestock farmers by offering doorstep veterinary healthcare support.
Livestock represents a crucial lifeline for farmers, particularly during periods of agricultural or crop failure distress. They not only serve as a source of sustenance but also provide vital financial support during challenging times. Understanding this symbiotic relationship between farmers and their livestock, BFIL initiated the Bharat Sanjeevani program as a means to bolster the resilience of farming communities.
By providing convenient access to veterinary healthcare services at their doorstep, the program seeks to alleviate the burdens faced by livestock farmers and safeguard the well-being of their animals. Through this initiative, BFIL reaffirms its commitment to empowering rural communities and fostering sustainable agricultural practices that uphold the livelihoods of millions across the nation.
Q. Given your extensive work with rural and underserved communities, what kind of engagement programs do you have in place to ensure the full support and participation of the communities that you are working with?
A. In all our CSR initiatives, community participation plays a pivotal role in its successful implementation and impact. At the time of the inception of the Bharat Sanjeevani program in 2017, BFIL recognized the importance of engaging local communities, farmers, and various stakeholder’s participation. The community participation involving extensive consultations with various stakeholders, including the National Dairy Development Board, veterinarians, Animal Husbandry Department officials, Panchayat, and village authorities helped in the formation of our flagship program. In all the CSR Projects that we do or have done,community feedback and insights are actively sought and integrated into the program's design and implementation.
We engage with local communities through awareness camps, capacity-building initiatives, and continuous dialogue. We conduct Need Assessmentsurveys in potential geographies to evaluate the need and scope for the project, with active participation from rural local populations, existing veterinary infrastructure, Panchayat, and Gram officials. As we are working in collaboration with animal husbandry departments in various states such as MP, Maharashtra, Himachal Pradesh, and Karnataka, we make sure Continuous dialogues with the Government take place and relevant authorities ensure that the program remains aligned with local needs and regulatory frameworks.
In our Bharat Pragat watershed Program, we involved the gram panchayat in our project. All the community representatives participated through the gram sabha and a village watershed committee was setup. This committee was involved at all levels of the project, from the planning to the implementation phase.
The committee would help in the planning process, review of the project, and highlight the issues and challenges in the project that need to be addressed. The committee has also played animportant role in the key decision-making in the project. The community members were also selected through self-help groups. In the Pragat education program, likewise, we also had a “school development management committee” represented by the community. In the Pragat healthcare program that is currently running in Kalburgi district of Karnataka, we have formed a village health sanitation and nutrition committee from the community. At the village level and PHC level, we have AarogyaRakshak Samiti represented by different stakeholders involved at all levels of the project in participation. These committees are a link to our project and the community. They mobilize the community regarding preventive healthcare in the villages. As part of our project, we also do feasibility and gap analysis involving the community members to fill the gaps in our service delivery
Q. Bharat Sanjeevani Program has been running successfully in Jharkhand and Madhya Pradesh- could you shed some light on the progress and impact of the program in these states?
A. The Bharat Sanjeevani Program has made significant strides in Jharkhand and Madhya Pradesh, effectively addressing the healthcare needs of livestock and benefiting farmers in these states.
In Jharkhand, the program commenced in January 2017 with a pilot initiative in collaboration with the Jharkhand Milk Federation and the National Dairy Development Board in 2 centers. Currently, we operate in 16 centers across 11 districts, serving over 3.35 lakh farmers and treating over 5.62 lakh livestock. This initiative has not only provided essential veterinary services but has also contributed to the economic stability of farmers by safeguarding their livestock, thus preventing potential economic losses.
Similarly, in Madhya Pradesh, the program was launched in 2018 in collaboration with the Department of Animal Husbandry. Initially, services were delivered via two-wheeler vehicles, but they have now transitioned to four-wheeler ambulances, enhancing the efficiency of service delivery. With 406 Mobile Veterinary Units (MVUs) and dedicated teams of veterinary doctors and para vets, the program has been able to cater to the healthcare needs of livestock efficiently.
BFIL’s CSR believes in pooling resources through collaboration to achieve maximum impact in coordination with partners, without duplicating resources, to provide services. Therefore, it has collaborated with the Department of Animal Husbandry in Madhya Pradesh. Since its inception, the Bharat Sanjeevani Program in Madhya Pradesh has served over 7 lakh farmers and treated 14.29 lakhsof livestock. Notably, the program has saved the lives of 8.67 lakhsof livestock, preventing an estimated economic loss of more than Rs. 3100 plus crores that could have occurred due to mortality and loss of income for farmers.
Q. What are your future CSR plans, and how will BFIL leverage its experience and success to expand its social initiatives even further?
A. We aim to extend our reach by collaborating with various stakeholders and government bodies in the coming years. In Himachal Pradesh, we have initiated a partnership with the Department of Animal Husbandry to provide much-needed doorstep veterinary services in the state.
Moreover, our Bharat Sanjeevani program, implemented in collaboration with entities like Harit Pradesh Milk Producer Company and AAVIN (Govt. of Tamil Nadu), aims to provide doorstep veterinary services and promote sustainable livestock practices in multiple districts across Uttar Pradesh and Tamil Nadu.
We are also committed to extending our support to government initiatives like NRLM, focusing on capacity building, training enhancement, and facilitating livestock clusters and FPOs across states such as Maharashtra, Madhya Pradesh, Jharkhand, Rajasthan, and Bihar.
Furthermore, BFIL plans to collaborate with the Ministry of Animal Husbandry & Dairying, GOI, to implement the Bharat Sanjeevani Program at the national level. By deploying digital technology platforms and a dedicated workforce, BFIL seeks to modernize livestock healthcare management, ensuring better access to healthcare for farmers and their livestock.
Our future CSR plans in the livestock sector are comprehensive, aiming to address critical challenges, promote sustainable practices, and improve healthcare access for rural communities across India. Through strategic partnerships and innovative approaches, we remain committed to making a meaningful impact in the lives of farmers and their livestock.
Q. What are some of the most persistent challenges that you come across while implementing your social initiatives? How are you addressing the same?
A. Embarking on the journey through the government's door to forge partnerships in diverse projects demands patience and perseverance. However, our efforts have consistently garnered acknowledgment and appreciation for the quality of work we deliver. Despite the inherent time investment, we successfully cultivate enduring partnerships due to the quality of work we consistently produce. Central to our approach is ensuring that maximum ownership of every collaborative project rests with the government. This ensures continuity beyond our involvement, as our partners seamlessly carry forward the initiatives initiated in tandem with us.
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