Magic Bus India Foundation is one of the largest skilling implementation agencies in the non-profit space, with 1 lakh youth placed through their programmes annually. According to the foundation, it has focussed more on the outcome of its programme and increasing the income level of its beneficiaries.
In this interview with TheCSRUniverse, Mr Jayant Rastogi, Global CEO, Magic Bus India Foundation, shares the insights into the solution mechanism for the problems that his non-profit organisation is solving. He also talks how his foundation is using technology to implement its various initiatives, monitor progress of its projects and also increase the outreach for its programmes.
Scroll down to read the full interview as Mr Rastogi talks about key collaborations that are powering the impact created by Magic Bus India Foundation and its ambitious plans for the next few years…
Q: Magic Bus India Foundation focuses on imparting life skills and employability skills. Could you elaborate on the programmes and methodologies used to enhance the overall employability of the youth you work with?
A: Since 1999, Magic Bus India Foundation has been working to empower young people from India’s vulnerable communities to break out of poverty. By equipping adolescents with 21st century life skills and youths with life and employability skills, we ensure they can navigate life’s challenges, develop self-confidence, become the first generation of formal salary earners in their families and lead a dignified life. We have two flagship programmes: the Adolescent Programme and Livelihood Programme.
We also provide Foundational Literacy and Numeracy support to enhance their education and digital literacy to prepare them for the digital world. In this way, we ensure adolescents complete their schooling and can smoothly transition to the world of sustainable employment.
In India, 52% [1] of our population is under the age of 30 and we are set to have the largest workforce by 2027. The problem lies in the high unemployment rate. About 60% [2] of youth lack the employability skills that are essential to succeed in jobs. This means, that most of them are unable to retain formal jobs. To enable youth to secure meaningful employment, Magic Bus India Foundation started the Livelihood Programme in 2015.
Today, Magic Bus India Foundation is the largest skilling implementation agency in the non-profit space, with 1 lakh youth placed through our programmes annually. From 2015 to March 2023, we achieved a cumulative income (salary), brought to families by young people, of INR 3831 Crores (USD 479 MN).
To achieve this, we work with vulnerable youth between 18 to 28 years who belong to families with an income of less than 2.5 lakh per annum. Our programmes target graduate and undergraduate youths for skilling and placement in white and grey-collar jobs. Many youths from challenging backgrounds do not have clear aspirations due to a lack of knowledge, confidence, and career awareness. Our comprehensive curriculum focuses on developing both life skills and employability skills to help them transform their lives. The duration of our Livelihood Programmes ranges from a two-month model to a 10-day bootcamp model. During this period, we work closely with each individual, tailoring our training to meet their specific needs and helping them build their skills.
We equip them with skills in context to customer-centric jobs in the service sector. This includes skills like communication, collaboration, problem-solving, financial and digital literacy, self-awareness and more.To help them overcome challenges on their career path, our programme also provides interview preparation, mentoring, job placement support, and post-placement assistance. Magic Bus works with over 4000 employer partners to onboard youth from our various programmes.
Our 10-day Connect With Work programme operates in colleges with the aim of providing grey-collar job opportunities to first-time graduate job seekers. After 24 hours of skilling session spread over one week, we offer 12 months of mentoring support to ensure their continued success and stability in their jobs.
Our employability skilling sessions cover key knowledge such as Financial and Digital Literacy, Communicative English, Career Management and Collaboration among other skills. After the programme, we place youth in job sectors like BFSI, Retail, IT and ITeS, QSR, and Sales. Through our digital skilling programmes on Cloud Computing and Accounting ERP, we also provide youth with the opportunity to pursue white-collar jobs and achieve upward mobility.
Our programmes reach out to a diverse range of individuals, including those from rural and urban areas, women, persons with disabilities, LGBTQIA, single mothers, and ex-army personnel. We have successfully trained and placed over 2,00,000 youths in various employment opportunities. The programme is delivered by a dedicated team of over 800 employees over 100 Livelihood centres and approximately 825 colleges across the country. To enhance our programmes, we leverage innovative technology tools, establish strong partnerships, and actively engage with stakeholders.
Q: Digital skills are considered crucial for economic growth. How does Magic Bus India Foundation contribute to bridging the skill gap in digital skilling for youth from underserved backgrounds in India?
A: To enable youth to thrive in the digital-first world, digital literacy is of utmost importance. The Livelihood Programme by Magic Bus India Foundation is designed to equip young individuals with the necessary skills and knowledge to secure fulfilling employment and attain financial stability.
Digital literacy skilling equips youth with basic proficiency in how to operate a computer, use email software, and Microsoft Office suite tools such as Word, Excel, and PowerPoint.Furthermore, in collaboration with Tally and AWS re/Start, Magic Bus India Foundation conducts digital skilling programmes in Accounting ERP and Cloud Skilling. These initiatives offer youth from underserved communities the opportunity to pursue entry and mid-level white-collar jobs.
Q: Could you tell us more about the partnerships and collaborations Magic Bus India Foundation has established with corporate responsibility brands and the government to ensure industry-oriented and relevant skills?
A: Magic Bus India Foundation has established strong partnerships and collaborations with corporate responsibility brands and the government. These strategic alliances contribute to the success of our programmes and help us make a significant impact on the lives of young individuals.
Corporate Social Responsibility (CSR) plays a pivotal role in accelerating the scale of our development programmes. We have partnered with renowned corporate responsibility brands and foundations, including Nestle India Ltd., Azim Premji Philanthropic Initiatives, JSW Foundation, Accenture Solutions Private Limited, Barclays, Michael & Susan Dell Foundation, Prince's Trust International, WPP India CSR Foundation, Oracle and more. These partners bring their expertise, resources, and networks to support our initiatives, enabling us to provide quality training and employment opportunities to youth.
In addition to corporate partnerships, the National Skill Development Corporation (NSDC) selected Magic Bus India Foundation as one of the first NGOs and implementation partners in India's first Skill Impact Bond (SIB) launched in 2022. This collaboration with the government demonstrates our commitment to delivering industry-relevant skills and aligning our programmes with national skill development priorities.
Through these strategic partnerships and collaborations, Magic Bus India Foundation ensures that our programmes are equipped with the latest technology tools, have access to valuable resources, and are aligned with industry requirements. This enables us to empower youth with the skills they need to succeed.
Q: How does Magic Bus India Foundation measure the impact of its initiatives? Are there any specific indicators or success metrics that the organisation uses to assess the effectiveness of its programs and the progress made by the youth it serves?
A: Magic Bus India Foundation employs various measures to assess the impact of its initiatives and evaluate the progress made by the youth we serve. We utilise specific indicators and success metrics to gauge the effectiveness of its programmes.
Data collection is a crucial aspect of evaluating program effectiveness at Magic Bus India Foundation. We recognise the importance of data in understanding the unique needs and aspirations of young people. By leveraging technology, Magic Bus India Foundation has enhanced data collection, analysis, and interpretation processes. This integration of technology enables comprehensive insights into the effectiveness of initiatives, allowing for adjustments and ensuring alignment with desired outcomes.
Technology plays a pivotal role in establishing strong partnerships and demonstrating the impact of our programmes to funders, partners, and the communities we serve. Magic Bus India Foundation shares evidence-based insights, fostering trust, credibility, and collaboration, which are vital for sustained support and expanding ourmission.
To enhance operational efficiency and maximise program impact, Magic Bus India Foundation has embraced project management software, collaborative platforms, and communication tools. These digital tools facilitate seamless coordination among team members and stakeholders, reducing paperwork, minimising manual errors, and streamlining workflows for field staff.
Our integrated mobile application called Oasys streamlines programme execution by automating registration, attendance, and session data, ensuring authenticity and providing detailed insights into programme performance. This allows us to make data-driven decisions and maximise our programme efficiency and impact.
Magic Bus India Foundation has set up a Partner Connect Portal that enables our programme funding partners to access real-time data on their impact per rupee spent. This also helps us maintain a high level of transparency and integrity in all our processes.
Our Livelihood Programme centres make use of a biometrics system, video monitoring and triangulation to authenticate our programme participant’s attendance and gather accurate data. We have also set up a team to monitor and track the daily operations of our programmes using a tech-enabled Network Operations Centre (NOC). This team oversees and continuously monitors the programme processes and authenticates data to identify and detect any gaps or deviations.
Through these systematic approaches, Magic Bus India Foundation effectively measures the impact of its initiatives. Our commitment to data-driven evaluation and technological integration ensures continuous improvement and empowers youth with the necessary skills for success in the ever-evolving job market.
Q: Magic Bus India Foundation is an implementation partner of the National Skill Development Corporation and is involved in India's first-ever Skill Impact Bond. What kind of livelihood skilling opportunities is provided through these initiatives, and how do they support youth empowerment and first-generation salary earners in their families?
A: As an implementation partner of the National Skill Development Corporation (NSDC), Magic Bus India Foundation is actively involved in India's first-ever Skill Impact Bond (SIB) initiative. This ground breaking programme model, launched in 2022, aims to drive innovation in programme interventions and performance management systems within the skilling space.
The Skill Impact Bond represents a shift in focus from inputs like training and certification to outcomes such as job placement and retention for the youth of India. By identifying effective models for addressing challenges within the skilling ecosystem, the initiative emphasises aligning various outcomes to achieve meaningful results. The programme specifically targets a significant enrolment of 62.5% women, addressing key challenges faced by India today.
Through these initiatives, Magic Bus India Foundation provides livelihood skilling opportunities that support the empowerment of youth by building their agency and contributing to the socio-economic progress of their families. By equipping young individuals with relevant 21st-century skills for life and work, Magic Bus India Foundation enables them to secure sustainable jobs and become first-generation salary earners in their families. This not only empowers the youth personally and economically but also has a positive ripple effect on their families and communities.
The Skill Impact Bond initiative is a pioneering effort to skill a large population of Indian youth, connect them with long-term employment opportunities, and address the gender gap in workforce participation, which currently stands below 20% [3] at national level. Magic Bus India Foundation, as an implementation partner, plays a crucial role in facilitating livelihood skilling opportunities that create a positive impact on the lives of youth and contribute to the overall development of the country.
We have currently enrolled 4482 youths across 3 cohorts and ensured retention of more than 70% of youths in jobs at 3 months. Against the agreed number of women enrolment with NSDC, Magic Bus could able to enrol more than 75% of young women in the SIB programme. Young women continue to face systemic barriers and are deterred from entering the workforce for various reasons like marriage, taking on the role of a caregiver, or facing huge resistance from family to pursue a job and be independent. Our female retention in jobs at 3 months significantly increased by 24% between Cohort 1 and Cohort 2 (from 49% to 73%). Our teams continue to bring the gender lens to programming and engage deeply with communities and families where young women may not have the opportunity to become financially independent.
The Skill Impact Bond is also unique. Each cohort allows us to bring in an innovation to strengthen the program. We have bought in innovations like launching demand-driven batches where employers play a critical role in engaging with young people during the program life cycle and seeking youth and employer feedback at critical programmatic stages. As an organization, we would continue to share our learning from the SIB with the larger skilling ecosystem.
Q: Magic Bus India Foundation operates in multiple states and districts across India, with a significant focus on girls' participation. What strategies or approaches does the organisation employ to ensure gender inclusivity and empower girls in their journey towards livelihood opportunities?
A: Magic Bus India Foundation recognises the importance of addressing the unique challenges faced by marginalised communities. That’s why we are committed to promoting gender inclusivity and empowering girls in their journey towards livelihood opportunities. The current rate of women’s workforce participation in India stands below 20%. To close this gender gap, we employ various strategies and approaches to ensure the active participation of girls and address their specific needs.
When girls are educated and able to secure meaningful and gainful employment, their entire family gets financial strength. If the employment rate of women increased, India’s prosperity would experience a significant boost. Presently, women contribute to only 24% of India's GDP, a figure that falls below the global average [4].
About 26% of our Livelihood Programme centres are all-girls centres. These centres provide a safe and supportive environment where girls can access the necessary training and support to develop their skills and pursue livelihood opportunities. Additionally, all our Livelihood Programme centres havea 55% women enrolment rate.Through our Skill Impact Bond programme, we ensure 80% participation of women to skill and connect them with long-term employment opportunities.
Q: The organisation emphasises the use of digital means for training. How does Magic Bus India Foundation leverage digital platforms and technology to provide access to skills training and address social issues like poverty, unemployment, and inequality?
A: Magic Bus India Foundation leverages digital platforms and technology to address generation-old social issues such as poverty, unemployment, and inequality. By embracing technology, we ensure that young people have equal accessto education and employment, regardless of their geographic location.This digital dissemination enables us to operate in areas that were previously inaccessible.
With technology, we have also improved programme efficiency, allowing for scaling up with a deeper impact. Magic Bus India Foundation utilises a learning management system that enables field teams to track programme roll-out, distribute assignments, and monitor participant progress. By digitising our processes, we reduced paperwork, minimised manual errors, and enhanced transparency.
Furthermore, the integration of e-learning platforms in our Adolescent Programme empowers participants to confidently use technology for self-learning. These digital learning tools enable young people to acquire knowledge at their own pace and develop essential skills.
Our integration of technology in our programmes enabled us to stay relevant during the Covid-19 pandemic. In fact, we were one of the first organisations to conduct virtual skillingprogrammes. To ensure that young people continued to receive access to education and skilling, we rolled out ourLivelihood Programmes which were delivered through a combination of online and in-person sessions. This allowed us to reach out to a large number of youths at a time of widespread restrictions and it showed us that technology integration could accelerate our efforts to scale up our programmes.
Q: Looking ahead, what are the future plans and aspirations of Magic Bus India Foundation in the field of youth skilling? Are there any new initiatives or partnerships on the horizon?
A: Magic Bus India Foundation has ambitious future plans and aspirations in the field of youth skilling. We aim to scale up our outreach by 5X within the next 3 years and to achieve this; we are focused on building our capacity.
One of the key steps towards expansion is programme innovation. Magic Bus India Foundation has developed a blended learning model that offers hybrid skilling, combining online and offline skilling sessions. This approach allows us to reach a larger number of youth and scale up our programme outreach at a faster pace.
By adopting a blended learning approach, we can overcome the limitations of traditional offline training methods and tap into the potential of online platforms. This enables us to provide youth with opportunities for skill development and empowerment, even in remotest areas or areas with limited access to physical resources.
We are also working to integrate technology in all steps of the life cycle of youth in our skilling programmes, by implementing an Ai Chat bot to deliver session content. By harnessing the power of Ai to facilitate self-learning and interactive learning, we can exponentially expand our reach and programme implementation.
Magic Bus India Foundation is continuously exploring new initiatives and we have new partnerships on the horizon. By working with the entire ecosystem and collaborating with like-minded organizations, we can leverage our collective expertise and resources to enhance the impact of our skilling programmes. These new initiatives and partnerships will contribute to our mission of equipping young individuals with the necessary skills to thrive in today's dynamic job market.
Q:What are your suggestions to policymakers towards creating a more conducive work environment for implementation agencies and NGOs?
A: These suggestions can help policymakers create a more conducive work environment for implementation agencies and NGOs, enabling them to effectively address social challenges, drive sustainable development, and maximise their impact on society.
- Ensure stable and adequate funding: Establish funding mechanisms for NGOs, including long-term commitments. Create a transparent fund allocation system, with timely fund disbursal to enable effective programme execution.
- Collaboration and networking: Foster collaboration between NGOsand other stakeholders, including the government, private sector, and academia. Facilitate knowledge sharing, and partnerships to leverage resources and expertise.
- Recognition and incentivisation: Recognise and incentivise NGOs for their contributions to society. Establish awards, grants, and recognition programmes to promote healthy competition for innovation and impact.
- Regular stakeholder engagement: Establish channels for regular consultation and engagement with NGOs to ensure policies are informed by the ground realities and address the challenges faced by these organisations.
- Support technology adoption:Provide support for the adoption of technology tools and platforms by NGOs and implementation agencies to improve their efficiency, transparency, and impact.
- Impact measurement and reporting: Promote standardised impact measurement methodologies and reporting frameworks for NGOs. This will enhance accountability, and credibility, and facilitate evidence-based decision-making.
- Promote innovation and experimentation: Encourage innovation and experimentation by creating a supportive environment. Establish innovation funds and sandboxes to test and refine new approaches before scaling up.
Sources
[1] National Family Health Survey-5 (2019 - 21)
[2] McKinsey Study
[3] Labour Force Participation Rate
[4] International Labour Organisation
