In response to the ongoing Covid-19 pandemic, SHGs (Self Help Groups) numbering around 63 lakh across India are playing a crucial role. These groups, which were established under the Deendayal Antyodaya Yojana-National Rural Livelihoods Mission (DAY-NRLM), Ministry of Rural Development, are using innovative techniques to combat the spread of the virus.
State Rural Livelihoods Missions (SRLMs) Efforts
The State Rural Livelihoods Missions (SRLMs) play an instrumental role in disseminating important information about the virus, including the importance of personal hygiene and social distancing. The Audio Visual (AV) Information, Education and Communication (IEC) materials provided by the organizations are being utilized to ensure that communities are well-informed. This is being done using multiple communication channels such as telephone calls, wall writings, pamphlets, fliers, and social media.
Significant Contributions by SRLMs: Case Studies
Several different SRLMs have initiated unique strategies to raise awareness and offer support to their communities.
The Bihar SRLM (JEEViKA) uses the Mobile Vaani Platform to answer queries about Covid-19 and spread awareness. The platform is a mobile-based voice media system specifically designed for underserved areas in India, where users can generate content in their local dialect via an Interactive Voice Response System (IVRS).
The Uttar Pradesh SRLM (Prerna) has been utilizing rangolis and markings to emphasize social distancing. Wall paintings are also deployed to spread key messages on preventing Covid-19.
The Jharkhand SRML has set up the Didi helpline to aid migrant labourers with verified information around the clock.
Kerala SRML has been active in countering misinformation and fake news about Covid-19 through its WhatsApp groups, making sure only accurate information is circulated.
About Deendayal Antyodaya Yojana-National Rural Livelihoods Mission
Launched by the Ministry of Rural Development in 2011, the mission focuses on providing efficient institutional platforms for the rural poor. The aim is to increase household income through sustainable livelihood enhancements and improved access to financial services.
The NRLM has an ambitious agenda to cover 7 crore rural households across 600 districts, 6000 blocks, 2.5 lakh Gram Panchayats, and 6 lakh villages across the country. This mission will be executed over a period of 8-10 years with the help of self-managed SHGs and supportive institutions.
Special Features of DAY-NRLM
DAY-NRLM is characterized by its focus on the poorest of the poor and the most vulnerable communities, ensuring their financial inclusion. Through the National Rural Economic Transformation Project (NRETP), innovative projects have been launched, such as alternative channels of financial inclusion, and creating value chains around rural products.
In addition, DAY-NRLM provides a platform for mutually beneficial working relationships between Panchayati Raj Institutions (PRIs) and Community Based Organizations (CBOs). It has also developed an activity map to facilitate convergence in different areas of interventions where NRLM institutions and PRIs could work together. This map has been disseminated to all SRLMs.
