Case Study Market Research
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1 WARDS TO BE TARGETED IN MUMBAI FOR AWARENESS AND BUSINESS as a part of Summer Internship 2012 with me2green NGO, Mumbai By P R Srirekha (1 st Year-PGDM, K J Somaiya Institute of Management Studies and Research, Mumbai) Smruti Gupta (2 nd Year-Social Leadership Program for Yound Adults, Akanksha Foundation, Mumbai)
2 BACKGROUND Mumbai generates 8,000MT of waste daily. There are 24 wards in Mumbai city. WARD MAPPING 1. Ward A Fort, parts of Dock Area, Ballard Estate, Shahid Bhagat Singh Road, D'Mello Road, Netaji Subhash Marg (Marine Drive Sea), AP Marg, Lokmanya Tilak Marg and Colaba. 2. Ward B parts of D'Mello road, IR Road, Abdul Rehman Street, RB Marg, MA Road, JMR Marg and Lokmanya Tilak Marg. 3. Ward C Chandanwadi, parts of IR Road, Abdul Rehman Street, Netaji Subhash Road, Maulana Shaukatali Road, Trimbak Parshuram St., Ardeshir Dady Jaykar St, Vitthalbhai Patel Road, Babasaheb J. Marg, Lokmanya Tilak Marg, Vasudeo Balvant Phadke Chowk, Anandilal Poddar Marg & Marine Drive. Summer Internship of 10 me2green NGO
3 4. Ward D Grant Road, V. P. Road, Ardeshir Dadi Street, Trimbak Parshuram Street, Sukhiaji Street, Netaji Subhash Road, D. N. Purandare Marg, Band Stand, Walkeshwar Road, B. lndrajit Road, Bhulabhai Desai Road up to Haji Ali, Boman Behram Marg, Aurthur Road, Tardeo Road, Cumballa and Malabar Hills, Keshavrao Khade Marg, B. Jaikar Marg up to Bhuleshwar Naka, Crossing M. K. Road up to Seashore. 5. Ward E Byculla, parts of Reay Road, West Sane Guruji Marg, Jahangir Boman Behram Marg, Sukhalaji Street, Dattaram Lad Marg, South Ramchandra Bhatt Marg, Wadi Bunder and Maulana Shaukataii Road. 6. Ward F North Matunga, parts of Thane Creek and Mankikar Marg. 7. Ward F South Parel 8. Ward G North Dadar 9. Ward G South N. M. Joshi Marg 10. Ward H East Santacruz, parts of CST Road, Vile Parle, Mahim and Dharavi. 11. Ward H West Bandra, parts of Khar and Santacruz. 12. Ward K East Andheri (East) 13. Ward K West Andheri (West) and Oshiwara. 14. Ward P North Malad 15. Ward P South Goregaon, parts of Malad and Oshiwara. 16. Ward R Central 17. Ward R North Dahisar 18. Ward R South 19. Ward L Kurla, area between Ghatkopar and Vikhroli and parts of Powai. 20. Ward M East Chembur 21. Ward M West 22. Ward N Ghatkopar 23. Ward S Bhandup 24. Ward T Mulund Summer Internship of 10 me2green NGO
4 OBJECTIVE There are various organizations / agencies / groups associated with Mumbai s Solid Waste Management: 1. BMC for collection and disposable of waste 2. ALMs for assisting BMC for SWM at locality level 3. NGOs for creating awareness among citizens 4. Corporate for recovering specific recyclable items from waste 5. Wet waste Business organizations for processing wet waste at composting / verminculture / biogas site 6. Rag pickers associations, Recycling Business vendors / agents / factories for recovery of recyclables from waste All the wards have colleges, malls, hotels and grounds. Waste generated at such large commercial venues is significantly high due to large number of people visiting these sites daily. All the above players can be benefit from the information about which wards to target for 1. doing business 2. creating awareness 3. piloting a new initiative DATA COLLECTION METHOD 1. Establishment data based on number of prominent colleges, malls, hotels (4 & 5 Star) and grounds from across 24 wards of Mumbai* a. Colleges included in study for awareness activity (due to large number of students) b. Malls, hotels (4 & 5 Star) and grounds included in study for business activity (due to huge amount of on-site waste) c. Universities, Colleges with campus facilities have been excluded from study 2. Waste quantity data based on dry waste generated on-site 3. Average figures of the amount of dry waste generated at the various establishments is taken as (kg/day)*: a. College - 5 b. Mall c. Hotels(4 & 5 Star)- 300 d. Grounds The East, West, North & South sections of wards as well as in some cases neighbouring wards have been combined to narrow down divisions from 24 wards to 10 sections * based on pilots and surveys conducted by me2green NGO DATA ANALYSIS METHOD 1. Awareness quotient based on number of Colleges 2. Business quotient based on amount of Waste generated at Malls, hotels (3 & 4 Star) and grounds 3. Two parameters used to measure quotient: High & Low a. For awareness quotient, number of colleges more than 5 is High b. For business quotient, amount of waste more than 2000kg or more is High Summer Internship of 10 me2green NGO
5 DATA & ANALYSIS A & B Ward (in Kg) Colleges 14 Malls *200= 200 Hotels *300= 2100 Grounds *500= 1000 Total Awareness Quotient: High Business Quotient: High C, D & E Ward (in Kg) Colleges 2 Malls *200= 200 Hotels Grounds Total Summer Internship of 10 me2green NGO
6 F & G Ward (in Kg) Colleges 13 Malls *200= 400 Hotels Grounds *500 Total Awareness Quotient: High H Ward (in Kg) Colleges 9 Malls *200= 200 Hotels *300= 1800 Grounds *500= 1000 Total Business Quotient: High Summer Internship of 10 me2green NGO
7 K Ward (in Kg) Colleges 10 Malls *200= 1000 Hotels *300= 2700 Grounds *500= 500 Total Awareness Quotient: High Business Quotient: High L Ward (in Kg) Colleges - - Malls Hotels *300= 300 Grounds *500= 500 Total Summer Internship of 10 me2green NGO
8 M &N Ward (in Kg) Colleges 2 Malls *200= 800 Hotels Grounds *500= 1000 Total P Ward (in Kg) Colleges - Malls *200= 600 Hotels *300= 600 Grounds *500= 500 Total Summer Internship of 10 me2green NGO
9 R Ward (in Kg) Colleges - Malls Hotels Grounds *500= 500 Total S & T Ward (in Kg) Colleges - Malls *200= 1200 Hotels *300= 600 Grounds Total Summer Internship of 10 me2green NGO
10 CONCLUSION Wards to be targeted for High Awareness: Wards to be targeted for High Business: A & B, F & G, H, K A & B, H, K RECOMMENDATIONS For NGOs involved in social business: The wards which generate the maximum amount of waste are A & B, H and K wards. These wards also have a high presence of colleges. Hence, here the NGOs in social business can concentrate its work to gain maximum outreach in terms of social and business activities For Piloting business activity: The K ward generates maximum amount of waste. It can be a good ward to try out new business activity For Piloting awareness activity: The ward A & B and F & G have many colleges. By spreading awareness in the colleges of these wards, more students will come to know of various initiatives. This would be useful as the students in turn can play a huge role in spreading the awareness For optimizing awareness activities: The malls, grounds, hotels in the wards where there are few or no colleges, should be targeted for creating awareness. Such large venues also have a large number of daily visitors so they can contribute in creating awareness in the area. Summer Internship of 10 me2green NGO
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