Information, Education and Communication (IEC)

JJM is not just about creating water infrastructure, but also aims at building capacities of different stakeholders especially local communities, responsible and responsive leadership to own, manage, operate and maintain in-village water supply systems. Therefore, IEC strategies, planning and their effective implementation will be the key to success of JJM. Mission will undertake IEC activities such as PRA activities, Inter Personal Communication (IPC), Behavioural Change Communication (BCC) and all other related communication activities. SWSM will lead IEC/ Behavioral Change Communication (BCC) plans and will be responsible for embedding of such interventions across the State.

Presently, WSSO is carrying out this work in some States/ UTs. Once WSSO is subsumed in the SWSM, an Annual plan/ calendar of activities for IEC, HRD, training, capacity building will be prepared by the SWSM and will be part of AAP. These activities will be part of key activities under JJM and is to be given primacy.

Human Resource Development (HRD) & Training

HRD support activity identifies and develops key competencies through capacity building of various stakeholders such as:

  • Key Resource Centers (KRCs) to take up capacity building programmes on cascading approach
  • Contractual staff engaged under SWSM and DWSMs
  • Implementation Support Agencies
  • Gram Panchayat and/ or its sub-committee, i.e.VWSC/ Paani Samiti/ User Group, etc
  • Village level skilled human resource such as masons,plumbers, electricians, pump operators, etc

Central and State level Training Institutes, KRCs, which are centrally empanelled can be engaged directly by States and districts at pre-defined rates, empanelled NGOs/ ISAs with experience in capacity building are to be engaged for such training. The AAPs will contain capacity building action plan for aforementioned stakeholders.

Public utility, leadership development and change management

A public utility is an undertaking that provides essential services. JJM envisages a mindset change in the provision of drinking water supply services. The service provision should change from 'infrastructure development approach' to a 'utility based approach'. For this, it is required to re-orient both engineering and other human resources. This would be undertaken through customized orientation programme, exposure visits, etc. It would be duty of such institutions to provide water supply to every rural household under JJM as per the service standards prescribed for both quantity and quality. They would also be responsible for collecting water tariff/ user charges as prescribed and timely address the public grievances arising out of such service provision. The personnel managing the water supply services at all levels, i.e. village, GP, district and State, need to be provided with customized training and leadership programmes so as to enable them to discharge their role in managing these utilities.

Change management is 'a structured approach for ensuring that changes are thoroughly and smoothly implemented and that the lasting benefits of change are achieved'. It is the process of ensuring that an organisation institutes and supports behaviours and tools that are necessary to achieve short and long-term goals more efficiently.

Skill Development & Entrepreneurship

To achieve the goal of FHTC, to every rural household, in every village/ habitation on long-term basis, skilled human resource in areas like masonry, plumbing, fitting, electricity, etc., will be required. Also, agencies executing the schemes will need high quality human resources on a very large scale since quantum of work will continue to multiply manifold during the project period. For continuous O&M, local skilled persons would be required to service these requirements.

There is a need to plan for skilled human resource in each district and for each village, for which convergence with Pradhan Mantri Kaushal Vikas Kendra (PMKVK) operational in each district will have to be worked out. States have to identify district-wise requirement of such skilled human resource and training of them will have to be taken up on priority through PMKVK. Proper training manual in local vernacular language is to be prepared. It is recommended that such trained persons should be issued certificates and services of such people are utilized in the schemes/ work taken up under JJM.