Hashbrown’s Contribution to India’s Flagship Scheme: PMUY

In May 2016, the Ministry of Petroleum and Natural Gas (MOPNG), launched the ‘Pradhan Mantri Ujjwala Yojana’ (PMUY) as a flagship scheme with the clear objective of making clean cooking fuels such as LPG accessible to the rural and deprived households as well. These households traditionally had to depend on cooking fuels such as firewood, coal, cow-dung cakes etc to meet their cooking and heating needs. Usage of traditional cooking fuels had ruinous impacts on the health of rural women as well as on the environment. The goal was to deliver 8 crore LPG connections to impoverished households that fall under the BPL standards across India.   

The execution of this pro-poor scheme required a massive mobilisation of volunteers and grassroots workers to spread the message. Hashbrown System’s tech played a key role in scaling up policy communication and personnel management with unprecedented accuracy and speed.   

Hashbrown Systems’ Role   

• Monitoring & Reporting of Communication Assets   

A major component of the PMUY scheme was to create public awareness. Many pro-poor schemes that can uplift people do not achieve their goals largely due to a lack of public adoption. The Union Govt took this lesson seriously and it deployed a series of campaigns to bring about awareness among the public. These campaigns garnered a massive push in the form of huge Ooh campaigns. The efficacy of these campaigns was evaluated with Hashbrown Systems’ monitoring & reporting tech.  

• Personnel Management   

An army of grassroots workers and officials diligently worked on the ground to communicate the benefits of LPG adoption and bring the good news of PMUY to every last settlement and village. The delegation and tracking process was managed by integrating Hashbrown Systems’ personnel management platform. The result was enhanced efficiency, quicker rollout of grassroots driven campaigns and high scheme adoption.   

• Location Intelligence & Media Planning   

 The gargantuan pan- India campaign required meticulous planning and organisation capability to meet the high level of accurate public engagement standards set by the ministry. This was made possible by incorporating our Location Intelligence and Media Planning tech. This allowed the policy communicators to understand policy implementation data spatially, identify POIs to improve citizen engagement and most importantly extract feedback from field level operations to tweak their communication strategy.  

Conclusion   

Integrating Hashbrown Systems’ tech to the scheme implementation approach massively scaled the government’s ability to deliver its promise. Over 8 crore LPG connections under the PMUY were delivered by September 7, 2019, about 7 months ahead of the deadline of completion- March 2020. The recent launch of PMUY version 2.0 on August 10, 2021, was able to rapidly meet its target of 1 crore connections within six months by January 2022.  

We are looking at a future of accurate, quick and impactful scheme implementations driven by cutting-edge Govtech. The pace and precision were considered impossible till very recently. We are proud of our contribution to this nation-building policy- PMUY.