Water Harvesting Through Application of Social Marketing Strategy –– A Case Study in Banwar Village, Madhya Pradesh, India

Mahesh Rao

Abstract


Abstract

The present study was carried out in a dry tract of central plateau region (Banwar village, Madhya Pradesh, India) by a team of trainee scientists inducted for the National Agricultural Research System (NARS), India. Observations recorded in the village indicated the harsh effects of declining water table owing to poor precipitation and the need for water harvesting to sustain people’s livelihood since agriculture being their primary profession. Considering social marketing strategy, the goal was set to recharge groundwater and increase the water availability for irrigation purpose. Visualising groundwater recharge through water harvesting as the end product; organising training programmes, method demonstrations, village level exhibitions and visit to other successful water harvesting regions were set as the promotion strategies to achieve the set goal. Work plan was devised by the trainee scientists and set to act further. Nevertheless, successful social marketing needs the partnership of local government bodies and nongovernmental organizations (NGOs) that play a significant role in changing the complex social structure of the people—the ultimate beneficiaries of end product. 


Full Text:

PDF

References


Amarasinghe UA, Shah T, Anand BK. India’s water supply and demand from 2025–2050: Business-as-usual scenario and issues. Conference Papers from International Water Management Institute; 2008; Colombo, Sri Lanka. Sri Lanka: International Water Management Institute; 2008. Available from: http://www.iwmi.cgiar.org/publications/Other/PDF/NRLP%20Proceeding-2%20Paper%202.pdf

Anonymous. Rain water harvesting in Madhya Pradesh. Agricultural Water Management Learning and Discussion Brief; 2011 May; Madhya Pradesh, India. India: AGWater Solutions; 2011. Available from: http://awm-solutions.iwmi.org.

Bhalla GS, Hazell P, Kerr J. Prospects of India’s cereal supply and demand to 2020. Food, Agriculture and the Environment Discussion Paper 29; 1999 Nov; Washington DC, USA. USA: International Food Policy Research Institute (IFPRI); 1999.

Central Ground Water Board. Rain water harvesting techniques to augment ground water. Faridabad, India: Ministry of Water Resources; 2003.

Dyson T, Hanchate A. India’s demographic and food prospects: State level analysis. Economic and Political Weekly. 2000 Nov; 11: 4021–36p.

Ministry of Finance. Economic Survey 2011–12. New Delhi: Ministry of Finance, Government of India; 2012. Available from: http://indiabudget.nic.in

Government of India (GOI). Integrated water resources development. A plan for action. Report of the Commission for Integrated Water Resource Development Volume I. New Delhi, India: Ministry of Water Resources; 1999.

International Water Management Institute (IWMI). World water supply and demand 1995 to 2025 (draft). Colombo, Sri Lanka: IWMI; 2000. Available at www.cgiar.org/iwmi/pubs/WWVison/WWSDOpen.htm

Narain P, Khan MA, Singh G. Potential for water conservation and harvesting against drought in Rajasthan, India. Working Paper 104 (Drought Series: Paper 7). Colombo, Sri Lanka: International Water Management Institute (IWMI); 2005.

Nasurudeen P, Kuruvila A, Sendhil R, et al. The dynamics and inequality of nutrient consumption in India. IJAE. 2006; 61 (3): 362–70p.

Rijsberman FR. World water scenarios: Analysis. London, UK: Earthscan Publications; 2000.

Rosegrant MW, Cai X, Cline SA. World water and food 2025: Dealing with scarcity. Washington DC, USA: International Food Policy Research Institute; 2002.

Seckler D, Amarasinghe UA, Molden D, et al. World water demand and supply 1995 to 2025: Scenarios and issues. Research Report No. 19. Colombo, Sri Lanka: International Water Management Institute; 1998.

Sekri S. Sustaining groundwater: Role of policy reforms in promoting conservation in India. New Delhi: India International Centre, India Policy Forum; 2012.

Shankar PV, Kulkarni H, Krishnan S. India's groundwater challenge and the way forward. Economic and Political Weekly. 2011; 46: 2p.

Smakhtin V, Revenga C, Doll P. Taking into Account Environmental Water Requirements in Global-scale Water Resources Assessments. Comprehensive Assessment Research Report 2. Colombo, Sri Lanka: Comprehensive Assessment Secretariat; 2004. Available from: http://www.iwmi.cgiar.org/assessment/files/pdf/publications/ResearchReports/CARR2.pdf.




DOI: https://doi.org/10.3759/jowrem.v1i2.1794

Refbacks

  • There are currently no refbacks.