HelpAge India and its Advantage Card Program

HelpAge India and its Advantage Card Program
1
General Introduction of the project
This project is done on the NGOS in India and more focus is on the NGO HelpAge India.
As NGOS are growing in India for the development and upliftment of the minorities, the
unprivileged and also in areas like Environment protection, Save the Planet Earth,
Disability, Science and Technology, Health, Agriculture, Animal welfare, Art and
Culture, Education.
The NGO that I worked is HelpAge India.It is a leading charity in India working with and
for disadvantaged elderly for nearly 4 decades. It was set up in 1978 and is registered
under the Societies’ Registration Act of 1860.
I was given the task of selling the AdvantAge card to the senior citizen and also sell
corporate forms to the corporate so as to expand the program and bring awareness about
the AdvantAge Card program.
This project consists of the task that I have done and also ends with the recommendation
for improvement in this program.
Objectives of study
 To know about NGOS in India.
 To know more about HelpAge India.
 To know about the program in HelpAge India called as the AdvantAge Card.
 To give recommendation about improvement in the AdvantAge Card program.

2
History of NGO in India
NGO have a long history in India. In the past, people in this country have been found to
have provided help to others in trouble. Since centuries there exists the tradition of
voluntary service to the needy and helpless in the country. In the beginning, these
services were rendered by people motivated by their religious feelings.
They believed that service to people would be the service to God and, therefore, would be
a means to attain spiritual salvation and sometimes to atonement for any sinful act. Spirit
of charity and altruism guided the voluntary action in the past, which had found
expression in diverse forms even outside the formal established religious channels. Many
people including rulers have trod the path of service to their fellow beings and adopted it
as their life mission.
Floods, fires, earthquakes, epidemic outbreaks and other kinds of calamities were the
occasions which motivated people to voluntary help those who were trapped in disastrous
situations. Community life was very strong and people were guided by the ‘we’ feeling
and selflessness in extending their individual support.
The help and support used to be individual, spontaneous and transitory. It is around the
late 18th and early 19th century that associations and organizations were being formed to
render such activities in a more organized and permanent profile.
The reform movements of the 19th century were perhaps the first organized forms of
voluntary action in the service of society. This was the period when the caste rigidities
were strong, untouchability was in practice, and other social evils like child marriage,
cursed status of widow’s were prevalent in the Indian society against which voluntary
organizations came forward to launch reform movements.
These organizations were liberal and cut across caste and creed lines and worked purely
as a liberal and secular body.In the early years of 20th century, the religious fervour
gave way to more rationalist principles. The birth of the Servants of India Society laid
the foundation of secular voluntary action in India.
Gandhiji was immensely concerned with the problems and evils the people were beset
with. He, along with his war against the British rule, wanted to eliminate the social evils
and awaken the people of India to come out of the closed shell of the evil traditions like
untouchability, caste segregation, and subservience to the landholding castes and
general backwardness.

3
In order to achieve these goals, several VOs were formed under the influence of the
ideals of Gandhiji. A few of them are Sewa, Eklavya, Disha etc., which were instituted
in Gujarat and some others might have been formed in other states also.
A significant growth of NGOs started after India achieved independence. Democracy
was established and people had started understanding the meaning of freedom of
speech, the charm of equality and the value of humanity and brotherhood. Also, on the
other hand, the government started planning for development and in this effort,
launched inter alia the schemes of Community Development Program and later on the
Green Revolution.
Over one million NGOs are pursuing their economically gainful activities. The
achievements of the schemes were assessed were found to be unsuccessful in providing
for the minimum necessary requirements and reducing the gap between the rich and the
poor in rural areas, instead rather increasing it.
With independence also accelerated the processes of industrialization, urbanization,
expansion of education, politicization and democratization and modernization. These
processes awakened people to be sensitive to the existing inequalities like economic
inequalities (landed inequality in particular), gender inequality, inhuman kind of social
segregations like caste inequalities and untouchability, other social evils like child
marriage, child labour, restriction on widow marriage and many other stigmas and
taboos.
Industrialization and urbanization led to the emergence of the problems of rural-urban
migration causing imbalance in the rural division of labour, over-urbanization of many
cities with the expansion of slum and pavement dwellers, urban unemployment,
pollution and depletion of natural resources.
Consumerism and over-consumption are yet other serious problems of the present
nature of development. Most of the cities of the world in general, and those of the less
developed countries in particular, have the grievous problem of garbage disposal.
Thus, there are hundreds of problems which have emerged and sensitized the citizens to
organize themselves to work for their solution either by their own personal contribution
or by pressurizing the government to solve the problem. Thousands of NGOs have thus
emerged in India making significant contributions to the processes of development of
society.
These NGOs believe in the tasks of mobilizing and conscentization of the masses or
their specific target groups – be they women, children, agricultural labourers,

4
construction workers or the social castaways like widows, devdasis or under trial
prisoners. They believe sincerely in educating the people and preparing them for
ongoing struggle. They believe in social awakening including legal literacy and
confidence-building.
NGOs have gained importance now and are increasing in number very fast.
Enhancement of their importance is the result of weakening of the role of state in
upholding the welfare and well-being of its citizens and consequent development of the
assertive role of civil society to ascertain social welfare and integration. More than half
a million voluntary organizations would perhaps be working in the country.
Non Governmental Organisations, or NGOs, as they are called in common parlance, are
organisations which are involved in carrying out a wide range of activities for the
benefit of underprivileged people and the society at large. As the name suggests, NGOs
work independently, without any financial aid of the government although they may
work in close coordination with the government agencies for executing their projects.
NGOs take up and execute projects to promote welfare of the community they work
with. They work to address various concerns and issues prevailing within the society.
NGOs are not-for-profit bodies which means they do not have any commercial interest.
NGOs are run on donations made by individuals, corporate and institutions. They
engage in fundraising activities to raise money for carrying out the work they do. Ever
since independence, NGOs have played a crucial role in helping the needy in India,
providing aid to the distressed and elevating the socio-economic status of millions in
the country.

5
Areas they focus on:
Utilising funds raised through donations, NGOs in India work for a wide range of
causes. Some such causes include:
 Child rights
 Poverty
 Social Injustice
 Environment Conservation
 Human Rights
 Care for elderly people
 Women Empowerment
 Wildlife Conservation
 Animal Rights
 Sanitation and Hygiene
 Humanitarian Relief
 Health and Nutrition
 Literacy and Education
 Refugee Crisis
 Disease Control and others
NGOs are composed of experts with years of experience in executing social welfare
activities. Before rolling out a project, detailed analysis of the situation is done and
possible solutions are contemplated. Collaboration with civic agencies and other
government agencies (at district, state and even national level at times) is done to carry
out the work.
NGOs not only go on the ground to address these issues, they also undertake massive
campaigning activities to generate awareness on these issues. In today’s time, NGOs
are efficiently leveraging the power of social media to disseminate information about
their work and reach more and more people.

6
Importance
India has made rapid progress in the socio-economic sphere in the last seven decades.
Millions have been brought out of poverty, life expectancy has shot up, literacy rate has
almost tripled and people have better access to healthcare services. However, given the
vastness of India, both in terms of demography and area, and its socio-cultural
diversity, millions are still bereft of a decent life. Even today, numerous people struggle
to get basics such as health, shelter, education and nutritious food. The benefits of
India’s economic progress have not been uniform in nature. There is rampant economic
inequality. This is where NGOs come into the picture. Their job is to plug the gaps left
by the government by improving the lives of the most marginalised communities.
In India, NGOs undertake a variety of activities, most of which are aimed at improving
the socio-economic status of communities with limited means. From providing direct
benefit (like distributing nutrition feed to malnourished children) to enabling and
empowering people (like making a community realise the importance of sending their
children to school), the work of NGOs has a far-reaching impact in helping
underprivileged and deprived people march ahead in life.

7
Role of NGOs
 NGOs have immense role in bringing about social change and development and
it is being experienced from different parts of the country. Development, as we
have read earlier, is a multi- faceted process, which essentially involves the
aggressive participation of the people that would not be possible unless they are
educated, awakened and motivated. NGOs are taking up this job sportingly and
successfully.
 Development and Operation of Infrastructure: Community-based organizations
and cooperatives can acquire, subdivide and develop land, construct housing,
provide infrastructure and operate and maintain infrastructure such as wells or
public toilets and solid waste collection services. They can also develop building
material supply centers and other community-based economic enterprises. In
many cases, they will need technical assistance or advice from governmental
agencies or higher-level NGOs.
 Supporting Innovation, Demonstration and Pilot Projects: NGO have the
advantage of selecting particular places for innovative projects and specify in
advance the length of time which they will be supporting the project -
overcoming some of the shortcomings that governments face in this respect.
NGOs can also be pilots for larger government projects by virtue of their ability
to act more quickly than the government bureaucracy.
 Facilitating Communication: NGOs use interpersonal methods of
communication, and study the right entry points whereby they gain the trust of
the community they seek to benefit. They would also have a good idea of the
feasibility of the projects they take up. The significance of this role to the
government is that NGOs can communicate to the policy-making levels of
government, information bout the lives, capabilities, attitudes and cultural
characteristics of people at the local level.
 Technical Assistance and Training: Training institutions and NGOs can develop
a technical assistance and training capacity and use this to assist both CBOs and
governments.

8
Contribution of NGOS
The NGOs are active to promote education, particularly among that section of
population, which has remained un-benefited or less benefited by the measures adopted
by the government. The education of girls, and other deprived people, particularly the
SCs and STs, has been their target objective.
 Women are the other vulnerable section of society. Gender discrimination is a
ubiquitous cultural reality. Girls are discriminated in the upbringing pattern in
the family. Larger numbers of the undernourished are from amongst the girls.
Retention of girls in schools is much less as compared to boys. Women are
forced to work as housewife and denied participation in gainful economic
activities outside homes. About three-fourths of the work done by women is un-
monetized.
 Since the second half of the preceding century started the change in the status of
women with their active participation in political, social and economic activities,
which gained acceleration since the last quarter of the preceding century. More
and more women started moving out of the four walls of their houses and
involving themselves actively in the social sphere outside their homes.
 Important in this process has been the role of academicians and NGOs. The book
Women’s Role in Economic Development by Easter Boserup (1970) is the
pioneering work in this direction. After a gap of few years, by 1978, a large
number of works were published, particularly on the status of women in the
Third World – where their position has been more vulnerable.
 The role of women voluntary organizations towards this cause has been
marvelous. Sewa, Sathin, Eklavya, Disha, Environmental Action Group and
Agrani Foundation etc. are some of the thousands of NGOs known for their role
in development by creating awareness among people and interventions, if
required.
 The approach to development has been almost uniform world over at least in
terms of the use of technology, magnitude of production, pattern of consumption
and achievement of wealth. Both state and people were unaware or lackadaisical
about the backwash of the nature of development pursued.
 The threat to the human life developed due to environmental pollution and
imbalance and the depletion of natural resources as a consequence of the nature
of development. Here, the role of NGOs is really noticeable and praiseworthy.
Thousands of voluntary organizations are at work to awaken people and
governments against environmental degradation and depletion of resources.

9
 It is not that the development process has unleashed only environmental threats
to the human existence but also many people are displaced due to developmental
projects and are quite often not properly compensated and rehabilitated.
 The NGOs have a major role to play towards the cause of people’s resettlement
and are also performing commendable job in this direction. The projects like the
construction of dams, road highways and railways have often made some
sections of people, particularly in rural areas, vulnerable and are displaced
without being properly compensated.
 NGOs are also rendering great service in restoring dignity to the deprived and
discriminated sections of the people in the society like women suffering from
gender discrimination, lower caste people suffering from caste segregation and
the status of untouchable, racial and religious discriminations.
 Voluntary organizations, working at both national and international levels, have
earned praise for their services in societal development. These organizations are
busy in creating awareness and zeal for participation in development projects.
 Ensuring humanism by fighting against human rights violations, social
exclusions, domestic violence and others have been common objectives of the
NGOs. Of late, these organizations are also entering the sector of economic well-
being and standard of living. In the state of Uttar Pradesh, Agrani Foundation’s
Jan Suraksha Kranti (JSK) scheme of savings and life insurance is indeed a
commendable effort in this direction.

10
Sources of funding of NGOs:
The NGOs rely on funding from variety of sources for their projects, administrative costs
and their overall functioning. These sources could be internal sources like membership
fees or could be external sources like funding from government. NGOs may depend on
some large number of donations or more small number of donations.
 Internal sources: Internal sources of funding are membership fees, subscriptions,
interests/ dividends, sales of products, individual donations and rent.
 Membership fees – Annual fees charged for becoming a member of the
organization is the membership fees.
 Subscription – Fees is charged by the organization for subscribing in-
house magazine or bulletin or any other type of publication.
 Interests/dividends – On any short term or long term investment of NGO,
interest / dividend is received.
 Sales of products – Funds are raised by sale of products like handicraft
items, food items and candles that are generally prepared by the
beneficiaries.
 Individual donations – Any member of the NGO may give funds from
his pocket as individual donation.
 Rent- In case the NGO leases out its property like office, rent becomes the
internal funding source
 External sources: External sources include Government, Foundations, Trusts,
Funding Agencies, Corporations, Public donations, Self-financing.
 Government- “By and large, funds from government to the work of voluntary
organizations have been coming right from independence. Central Social Welfare
Board and Khadi and Village Industries Corporation are two early examples of
funding the work of certain types of activities of Voluntary Development
Organizations”. The Central and State Governments have many schemes of

11
various Ministries and Departments in the areas like Education, Health, Children
and Women welfare, Human Resource Development, Environment, Rural
Development. Many NGOs receive funds from government to work on their
projects.
 Foundations, Trusts, Funding Agencies: National Foundations/ Funding
Agencies, Foreign/international foundations / Funding Agencies and Trusts are
one of the major sources of funds for NGOs.
 Corporations: Corporate sector includes the corporations and business houses
acting as a funding source for NGOs.
 Public donations: Donations given by an individual or a group of individual for
charitable cause, fall under this category. According to a national (India) survey
covering around 28 percent of urban India and concluded in August 2001 by
Sampradaan.
96% of upper and middle class households in urban India donate to a charitable cause.
The total amount donated is Rs. 16.16 billion.

12
NGOs and the Government
The NGOs and the government both share one common intention of development of
nation. The Government of India has recognized the potential of NGOs, which is evident
in the India’s five year plans and various schemes of government for NGOs. NGOs are
closer to the community, and have information and knowledge base about current
situation related to number of issues like problems of women, child labor, health and
sanitation, environmental degradation. The NGOs act as a communication channel
between general public and government by sharing such information. NGOs, especially
those working to provide various services – health, education, nutrition, rural
development- act as a buffer between the state and people. NGOs ensure that the voice of
the impoverished people is heard (Desai 1999). NGOs at times act as contractors of the
State for implementing government designed and sponsored schemes for the people.”
NGOs have active role in influencing the government policies that affect the society.
The working of NGOs as compared to government is more timely and cost effective on
account of the facts that NGOs have strong grass root links, better field work expertise,
flexible and adaptive nature. Unlike government’s method of working where total process
of project implementation is quite lengthy, NGOs are comparatively faster in action.
According to the Report of the Steering Committee on Voluntary Sector on Tenth Five
Year Plan (2002-2007) “Developmental activities undertaken with people’s active
participation have a great chance of success and can also be more cost-effective as
compared to the development activities undertaken by the Government where people
become passive observers”. The NGO sector is weaker than government when it comes
to financial independence. Most of the NGOs often face scarcity of funds and are
dependent on donors (like funding agencies, government, individual donors).
The government acts as one of the major sources of funds for NGOs. Government has
different funding schemes under various Ministries of central government. Most of the
NGOs are dependent on funds from government. NGOs in India are registered under
various acts like Societies Registration Act 1860, Bombay Public Trusts Act 1950. These
Acts are regulated by Government. NGOs have to abide by the rules and regulations and

13
regulatory mechanism laid by government under these Acts. Income Tax Act 1961 is the
legislation relating to finance enacted by government on NGOs. For regulating the in-
flow of foreign funds to the NGOs, Foreign Contribution (Regulation) Act, 1976 was
enacted which is now replaced by its improved version as Foreign Contribution
(Regulation) Act, 2010.

14
Purpose of corporate involvement in NGO
 CSR Contribution
India is the first country in the world to enshrine corporate giving into law.
Following a change in company law in April 2014, businesses with annual
revenues of more than 10bn rupees must give away 2% of their net profit to
charity. Areas they can invest this money in include education, poverty, gender
equality and hunger. These areas are focus by NGOS.
 Societal contribution
If Corporates actively work/volunteer will help them to make a positive
contribution in the growth and development of the society. They can work for the
cause they are most passionate about.
 Professional development
Joining an NGO is like an investment for future. They can easily pick their future
employees from the NGOS whom they have given the training.
 Better networking
Corporates get a chance to build their network with influential people. It gives
them a chance to know people and their sufferings. Corporates can build the skill
of unprivileged section and generate jobs for them.
 Broader horizon
Being a part of NGO will broaden corporate perspective. It will cause an impact
on practice objectives and decision making. Being a part in an NGO can make a
positive impact on the corporates.
 Cultural understanding
Corporates will learn and gain experience of working with people of different
cultures. It will also increase their ability to adapt to different cultural demands
and behavioral expectations.

15
Some NGOs at work in India
1. Medhavi—NGO based at Ahmadabad. Achievements: Rendered assistance during
earthquake in Kutch, Bhuj.
2. Voice: Mumbai based NGO. Teaches underprivileged children at railway station.
3. Disha —NGO at Ahmadabad working towards improvement of economy and
upliftment of labourers.
4. Gwalior Children’s Hospital Charity: Helping the poor, needy and destitute
children.
5. Centre for Social Research: Rendering assistance to women for research activities.
6. Mind Kusht NivaranSangh: Offering free services for people suffering from disease.
7. Nasa Foundation: Environment improvement program.
8. Youngs India: A Unicef sponsored NGO.
9. Prerana: NGO at Bangalore working for visually handicapped women.
10. Cancer patients aid association: Distribution of free medicines to cancer patients.
11. Friends welfare association: Medical assistance to the needy.
12. Airports Authority of India: Free Medical aid to air travellers.
13. Chaitanya Yuvatiyara Sangha: Encouragement to young girls to pursue education.

16
14. CRY: working for the betterment of children.
15. Infosys foundation: Working for implementing social welfare programs.
16. Udav Karangal: Tamil Nadu based NGO helping the orphan children.
17. HelpAge India: Working for old people.
18. Akshaya Patre foundation: Sponsored by ISKCON, Providing free mid-day meals
to government school children at Bangalore.

17
NGO’S in Maharashtra
In Maharashtra Non Profit Organisations/ Non Governmental Organisations (NGOs/
NPOs/ VOs) are part of social development and welfare of the state people. NGOs in
Maharashtra has been actively working for genuine social development programs and
welfare activities of urban and rural communities. Maharashtra NGOs are participating
in Social development and Charitable issues organised by Government and welfare
groups. Maharashtra NGOs are always ready to come ahead to work for the upliftment
and betterment of the children, women Development, Education, Social awareness and
other objectives.
Non Governmental Organisations in Maharashtra are functioning for Child Education,
Child Welfare, Child Rights, Women Development, Women Empowerment, Old age
Homes for Old Age persons, Physically and mentally handicap persons, and Upliftment
of slum Children and Women. NGOs are well organizing Education, Health, Social
Justice, Disaster Management, Natural Resource Management, Agriculture
Development, Social Awareness, Betterment of Backward and Deprived Communities,
Poverty and Distress Relief programs.
NGO has been implementing the programs related to Employment, female foeticide,
Rain Water Harvesting, Animal Welfare, Science and Technology, Sports,
Development of Art, Craft and Culture, Heritage Protection, Conservation of Historical
Places The issues like conservation and Protection of environment, Human Rights,
Social Equality, Drinking Water issues, Legal Awareness and Aid, Nutrition, Right to
Information, Rural and Urban Development, forming and supporting Self Help Groups,
Research and Development are main part of the major active NGOs in Maharashtra.

18
HelpAge India
Introduction
HelpAge India is a leading charity in India working with and for disadvantaged elderly
for nearly 4 decades. It was set up in 1978 and is registered under the Societies’
Registration Act of 1860. There are an estimated 104 million elderly in India. HelpAge
advocates for their needs such as for Universal Pension, quality healthcare, action
against Elder Abuse and many more at a national, state and societal level with Central
and State governments. It advocates for elder friendly policies and their implementation
thereof. It works hand-in-hand with Senior Citizens Associations understanding elder
needs working with and for them.
The aim is to serve elder needs in a holistic manner, enabling them to live active,
dignified and healthier lives.
HelpAge’s focus over the years has moved from Welfare to Development. It provides
elderly relief through various agecare interventions such as – it runs one of the largest
mobile healthcare programs through its Mobile Healthcare Units spanning the country
providing free healthcare services to destitute elders, it helps elders earn their livelihood
through the formation of Elder-Self-Help Groups making self-reliant, it conducts
cataract surgeries to restore their sight, looks after their basic needs though its Support-
a-Gran program, runs Elder Helplines across the country, provides relief &
rehabilitation for elders post disasters and provides active-ageing opportunities.
All donations to HelpAge India are eligible for 50% tax exemption under section 80G of
the Income Tax Act, 1961.

19
History
Cecil Jackson Cole John F. Pearson
Samson Daneil Philip Jackson

20
HelpAge India came into being in 1978 with Cecil Jackson Cole, founder of HelpAge
International (UK), as its first President. Around this time two other men figured
prominently in the HelpAge India story – John F. Pearson and Samson Daniel.
Constant grants from the United Kingdom were something both Pearson and Cole felt
would not be practical in the long run. They realized a regular inflow of funds was
needed so that they could make a positive and lasting impact.
In March 1974, when Cole, visited India, an intrepid philanthropist named Samson
Daniel approached him for financial help to set up a member organization in Delhi. A far-
sighted man, Cole instead offered to train him to raise funds. After a three month training
course in London, Mr. Daniel and his wife returned to India and organized a sponsored
walk with schoolchildren in Delhi. It was so successful that in 1975 HelpAge
International recruited more staff to cover Bombay, Madras and Calcutta.
In April 1978, HelpAge India was officially registered in Delhi and Pearson became a
Trustee of the organisation and a key member of its Governing Board. One of the founder
members of HelpAge International, Philip Jackson, joined HelpAge India the same year
as its first Chief Executive.

21
Once financial support from the UK ceased, it took HelpAge India three months to
become autonomous. Soon, the Society was awarded Certificates of Exemption under the
Income Tax Act of 1961.
Two years later, an individual named Madan Mohan Sabharwal became an integral
driving force of the HelpAge story. Sabharwal was a happily married man until tragedy
stuck; at the age of 51, his wife died and left him a widower. Bereft, Sabharwal focussed
his attention and many skills on the promotion of the cause of the aged. Soon, he took
over as President of HelpAge India’s Governing Body, succeeding Pearson. He continues
to be an integral part of HelpAge as President Emeritus today.
What began as a humble initiative from a rented two-room office in New Delhi’s
Kasturba Gandhi Marg, has now blossomed into an extensive operation spread across 27
states with 127 project offices in India and headquartered at the capital’s Qutab
Institutional Area.

22
Awards & Recognition
Through the years, HelpAge India’s work has been recognised by several organisations
and institutions. We are thankful for their faith and belief in our services by giving us
such an honour. It encourages us and instils a sense of belief that we are on the right path
whilst reminding us of the great responsibility we carry toward the elderly of our society.
 Chairman's Challenge Award
HelpAge India volunteering program with Prudential Process Management
Services (PPMS) has received an award in the innovation category of Chairman’s
Challenge Award along with prize money of £ 5519. Prudential Process
Management Services has been supporting HelpAge India for last seven years
through volunteering and involvement of their employees in HelpAge India’s
projects. The employees get to meet and spend time with the elderly and enrich
themselves.
 NGO Leadership & Excellence Award 2015
The NGO Leadership & Excellence Award ceremony organized by ABP News
where HelpAge India was recognized and awarded second time in a row for its
work toward the elderly cause.
 Times SocialImpact Award
HelpAge India was selected as the ‘Outstanding Institution’ for its efforts of
working over three decades for the cause of the elderly
 Bharat Nirman Institutional Award
Mrs. Susmita Ghosereceived on behalf of HelpAge India at the 21st Annual
Bharat Nirman Awards Ceremony on the 14th June 2014 at Kalamandir
Auditorium, Kolkata

23
 Leadership & Excellence Award 2014
HelpAge India with the trophy for the same, at an award function of ABP News &
World CSR Congress commemorating World CSR Day.
 Healthcare Leadership Award 2012
HelpAge received the award for outstanding contribution in promoting inclusive
healthcare in the ‘NGO in Healthcare’ category. This award was given by civil
society group, Knowledge Resource Development and Welfare Group
 Recognisationby ICAI for FinancialExcellence 2011-12
HelpAge has been recognized for its financial excellence
 Recognizedby ICAI for FinancialExcellence 2010-11
HelpAge has been recognized for its financial excellence
 Award for Outstanding Contribution to SocialWelfare 2011
HelpAge has been recognized for its contribution to the Indian society
 BestNGO Award
HelpAge has been recognized as one of the best NGO in India
.

24
Publications
HelpAge India is recognised as a one-stop destination for information on the Ageing-
scenario in India. It earns this reputation by releasing a number of publications and
reports pertaining to this area, every year. HelpAge India has a full-fledged Policy
Research and Development department which studies and collates information on this
subject. This section gives access to various articles, reports, policy documents, and
recently enacted laws.
It includes all the publications like:
 Senior Citizens Guide
 HelpAge Research Reports
 Newsletters
 Policy Documents
 Audited Accounts
 Financial Reports
 Organizational Brochure

25
Donors
HelpAge India is able to carry out its work on ground due to the generosity of its donors.
Its largest supports are individuals who donate to the elder cause from their hard-earned
money. Among them are also school children who want to make a difference and are
motivated by teachers and parents, to do their bit for the elderly. On the other hand,
Corporate Social Responsibility has increased over the years with more and more
companies now choosing to do their bit for society. Companies donate in various ways –
the foremost being supporting our projects in ground such as donating and supporting the
running costs of our Mobile Healthcare Units, sponsoring cataract surgeries and our
Support a Gran program among others. Other ways of support are through Cause Related
Marketing, and Payroll Giving initiatives, even donating in kind.
HelpAge also receives wide support from various Trusts & Foundations across the
country.
 BHEL
 GAIL
 AT&T
 Blue Dart
 L&T
 Master Card
 Oracle
 Sun Pharma
 Honda
 Indian Energy Exchange etc

26
Financial Snapshot 2016-17

27

28
Welfare & Development Programs
 Mobile Healthcare
In a country where more than 90% elders have to work in order to survive, affording
quality medical care is a far dream. People are living longer, the Oldest Old, those 80
plus, are estimated to reach 48 million by 2050. 88% of the Oldest Old (80+) suffer from
chronic ailments such as hypertension, asthma, arthritis, heart problems etc. HelpAge’s
Mobile Healthcare program seeks to provide sustainable healthcare solutions to destitute
elders and their community where these are none available through its Mobile Healthcare
Units (MHUs). Each MHU has a doctor, pharmacist and a social worker. These MHUs
go into the interiors of urban slums and villages, bringing healthcare virtually at the
doorsteps of these destitute elders. For most elders it saves them from the long lines at
hospitals which are also situated far from their communities and they get free medication
on a monthly basis. Their Individual patient card keeps a record of their treatment and
helps monitor their progress.
These MHUs often conduct specialized health camps on various diseases and free health
check-ups are conducted. The MHUs have also become awareness generating sites, with
the social worker empowering the disadvantaged elder with information on various
diseases, along with educating them on the various preventive measures that can be taken
to prevent the onset of any deadly disease. HelpAge’s MHU service has been recognized
as Asia’s largest mobile healthcare network for elders. Currently, 144 MHUs are
servicing 1920 community locations, spread over 24 states, have already provided 23.25
lakh treatments.

29
 Cataract Surgeries
Cataract is one the major causes of blindness in India. 12 million elders are blind &
cannot afford treatment. HelpAge conducts more than 45,000 cataract eye surgeries in 21
states. Credible and competent eye hospitals and organizations carry out surgeries with
HelpAge India’s support. All surgeries under the program are performed only in base
hospitals and not in make-shift camps. Since 1980, this program has benefitted more than
9 lakh elders, not just restoring their sight but enabling them to go back to work and live
a life of dignity.
 Physiocare
Under this program, elderly persons with musculoskeletal diseases such as back pain,
arthritis and other age related mobility challenges are treated. The services are provided
through stationary physiotherapy clinics, mobile services, visits to residents of homes
for the aged and home visits made by a qualified physiotherapist. HelpAge provides more
than 1 lakh physiotherapy treatments to elders in 29 states.

30
 Cancer Care
Cancer treatment in our country is highly priced and majority of elders are not covered by
any form of medical insurance. Therefore the biggest challenge has been to provide
sustained healthcare intervention for needy elderly cancer patients. HelpAge India
provides palliative care to end-stage cancer patients in partnership with a number of
credible and competent cancer hospitals and organizations. These partners also conduct
cancer awareness and cancer detection camps. Thus, from cancer detection and treatment,
our partners have been able to deliver quality cancer care for elders in need of such
intervention, including home visits post cancer treatment along with counseling for the
patient and family. Over 99,000 treatments have been supported since 1998.
 Disaster Management
Natural calamities reveal that in the struggle for survival, the elderly are usually the last
in the line and lost in the crowd, and therefore suffer the most.
HelpAge India started its disaster intervention programs in the year 1980. The first of its
kind among voluntary organizations, the HelpAge India unit was trained and equipped to
bring swift and effective counter measures in the face of disasters.
Today, HelpAge India’s disaster response model is equipped to rush in quickly to reach
out not only to the elderly but also to the community at large, providing relief with food,
clothing and shelter to establishing long-lasting rehabilitation programs. Which is why,
HelpAge India could immediately respond to disasters such as the earthquakes in Gujarat
and J&K, floods in Assam, Uttar Pradesh Bihar and Odisha, cloudbursts in Leh and
Uttarakhand, Tsunami in Tamil Nadu etc.
A testimony to long-lasting rehabilitation is the Tamaraikulam Elders Village constructed
for the Tsunami victims made possible through the generous donations from viewers of
NDTV. Situated in Cuddalore (TN), about 20 km from Puducherry, this model age-care
facility provides free stay facility for rural poor with a capacity for 100 persons and
provides livelihood opportunities to its residents and elders nearby.

31
 Support a Gran
There are thousands of destitute elders who do not even have access to two square meals
and the means to meet their basic needs. One of the oldest programs of HelpAge is
Support a Gran, formerly known as the ‘Adopt a Gran’ and ‘Sponsor a Gran’ program.
Monthly rations of wheat, rice, pulses, cooking oil and basic spices are provided along
with daily use items such as detergent, soap, clothing and some pocket money is provided
to elders in need. Under this program monetary support is often given to needy elders
living in old age homes.
The ration not only provides these elders much needed sustenance, but also makes them
self-reliant, as they don’t have to beg or depend on anyone anymore. Started in 1983, this
program has gained much recognition with our donors and elders alike. It is implemented
through local project partners, who help identify destitute elders in neighbouring
communities and HelpAge works with them providing these elders a life of sustenance &
dignity.
 Old Age Homes
A roof over their heads is a critical need of the elder who are destitute, sick and
abandoned by family and those uprooted by disasters. HelpAge India has established
model homes for the aged in places such as Patiala & Gurdaspur in Punjab, Cuddalore in
Tamil Nadu and Kolkata in West Bengal. HelpAge supports old age homes in 23 states of
India.
 Livelihood Support
HelpAge mobilizes elders through the formation of Elder-Self-Help-Groups (ESHGs)
that are centered on sustainable methods of income generation. These ESHGs are then
federated into higher level community institutions so that they gain additional robustness.
This model of HelpAge India has been adopted by the Ministry of Rural Development.

32
HelpAge supports 5400 Elder-Self-Help-Groups consisting of 71,272 senior citizens
across 17 states, helping elders regain their dignity.
 Elder Helplines
HelpAge runs a Toll-free Elder Helpline across 22 state capitals in India offering
assistance to elders in need. The services offered are – rescue of abandoned elders,
counselling of those in distress, legal support, information related to services available
etc. The Helpline links elders to various institutions such as old age homes, hospitals,
police, government and non-governmental organizations. In keeping with today’s
technology and the world of mobile applications, recently HelpAge launched the
‘HelpAge SOS’ App for mobile phones. ‘SOS’ stands for Save Our Seniors.The App
have three core features:
 The primary and first use of the App is to provide a one-click emergency service
to senior citizens in need: In cases such as abuse, accident and rescue.
 The second is an information kit consisting of information on: Rights &
Entitlements, Health, Financial Planning, Will & Legacies, Active Ageing and
how to tackle Elder Abuse.
 The third feature provides real time GPS enabled information on retail outlets that
provide discounts to senior citizens who are members of the HelpAge AdvantAge
Card.
 Empowering Elder Lives – AdvantAge Program
The AdvantAge Program aims to empower senior citizens in living active and healthy
lives. It gives elders two powerful tools to achieve this: the AdvantAge Card & the
AdvantAge Active Ageing Group.

33
 The AdvantAge Card
This benefit card offers discounts from Retail Associates on various products,
services and facilities ranging from health and wellness to holiday homes. It helps
the card holder to stretch household budgets, especially of those elder citizens
living on limited or fixed incomes. Currently there are 1.72 lac members from
over 400 towns in 23 states being offered discounts by more than 7000 retail
outlets across India.
 AdvantAge Active Ageing Groups – with the aim to ensure that the senior citizens
remain active & healthy during their later years, HelpAge India encourages them
to form Active Ageing groups. These elder groups engage in various activities
which help both them and the community, such as: by managing physiotherapy
clinics & homeopathic services, providing different counseling services in areas
such as financial, legal & medical, career counseling for youth, tuitions for
destitute & disadvantaged children and the under-privileged in the community,
engage in yoga classes & sporting activities. HelpAge also provides them with
opportunities to take up activities which can help them earn some money, by
conducting workshops on developing skill sets such as candle-making, bangle-
making, fabric painting etc. these products are then further sold in the local
market and community. The net outcome of forming these Active Ageing groups
is that it empowers elders they perceive themselves as useful contributors to
society, regain their independence & dignity. Many Senior Citizens Associations
have helped form such Active Ageing groups and meet regularly keeping them
mentally & physically engaged.

34
Rights & ENTITLEMENTS PROGRAMS
 Impacting Elder Policies
HelpAge India works for the inclusion of concerns and rights of senior citizens in the
policies of the government. To this end, it works with civil society, the judiciary,
legislators and the government both at the Centre and in the various states. In this,
HelpAge India also harnesses the power of over 1000 Senior Citizens’ Association with
which it is in close touch.

35
The promulgation of The Maintenance and Welfare of Parents and Senior Citizens Act,
2007 and the Draft – National Policy for Senior Citizens, 2011 are recent successes in the
Elder Rights area where the contribution of HelpAge India has been highly significant.
Each year HelpAge conducts a research on Elder Abuse in India, the growing menace of
this heinous crime and HelpAge’s efforts to create awareness at various levels whether it
be civil society, media or at the governmental level both Centre & State, have helped in
the process of the formulation of The Maintenance and Welfare of Parents and Senior
Citizens Act, 2007, a much needed tool to empower elders against abuse.
Most elders are unaware or unable to access Pension that is their due, HelpAge works
hard at creating awareness and liaising with local authorities in states through its various
state offices and helps such elders register themselves for acquiring their Pensions and
advocating for elder rights. It is currently, actively participating in the Pension
Parishad movement to secure universal old age pensions.
 Working with Senior Citizens Association
HelpAge is working with more than 1000 Senior Citizen Associations (SCAs) across
India with over 12 lakh members. These elders are encouraged to become a unified voice
raising elder concerns. HelpAge arranges awareness sessions on important issues like: old
age pensions, reverse mortgage, financial planning, wills & legacies, and of late
concentrating on digital literacy training sessions.
Digital Literacy for Elders: The pace of change in technology makes it difficult for most
to keep up. More so with the elders who find it almost impossible to keep up with the
latest gadgets, mobile applications, new smart phones, tablets etc. This handicap excludes
elders from the main stream social fabric. To tackle this, HelpAge has started a ‘Digital
Literacy’ program introducing elders to the online world by conducting workshops across
the country. Partner institutions, organizations, volunteers and interns are encouraged to

36
conduct basic tutorials for elders, using the HelpAge Handbook for senior citizens –
Computers and Smart Phones learning made easy
 SAVE – Student Action for Value Education
SAVE is the School Action for Value Education program, with three core tenets:
Inculcating values of care & respect for the elderly in school going children, preparing
today’s children & youth for their old age and creating an age friendly society.
Talks on Value education are given during school assemblies and various activities and
campaigns are created to encourage students to understand elder view points and life after
60.
Many adults today have fond memories of having participated in this school program as
children and doing their bit for society.
The school value education program is now carried forward to the young college going
and working adult through the HUG program, HUG stands for Help Unite Generations,
aiming to creating empathy among young adults towards the older generation.
HelpAge India’pledge
 To honour everyday, those who are aged
 To express in words, actions and deeds, our gratitude towards our elders our
parents & grandparents
 To do my duty for those who fulfilled theirs,
 To love, respect and care for the elderly in my family and community.

37
Work given to me:
1. Field Work of bringing Corporates and senior citizens together
2. Sell Corporate Forms and AdvantAge Card

38
3. Pitch corporates to give discounts to senior citizens
(Photo of me and my partner selling the corporate form in optics store)
4. Pitch senior citizens about Advantage Card Program and benefits offer to them
through AdvantAge Card

39
5.Guide Member-Senior Citizen bout finding store near them
 On Website
 On Broucher
 On HelpAge SOS Application on Play Store

40
About AdvantAge Card
The AdvantAge Card is made to empower positive ageing .The Senior Citizen can join
wellness programs, avail medical facilities, even holiday, travel, shop, or be simply
entertained, all at specially discounted prices. HelpAge India is the pioneer of senior
citizen policy advocacy and age care welfare services in India, this Card enables those
fifty years and more to actively enrich their lives.
Products and services are currently available only in select towns and cities through
specified Card partners but is set to expand based on stated needs of members and their
preferred locations.
 Elders claim discounts on products and services at over 5000 retail outlets in 320
cities across India,
 Discounts valid at chemists, path labs, clinics, eye and dental care centres,
wellness centres, hotels, online travel sites and many more.

41
Benefits to senior citizen
If people are fifty years and more, they are all ready to join a very privileged community
of men and women,For the first time in India, a special age-friendly offering coming
way. It's called the 'AdvantAge' Card and it enables them to discover a whole new world
that offers them access to a range of products and services at prices specially discounted
What's more it welcomes them into a community of likeminded people with whom they
can network and pursue common interests. So, if they have any worries about missing out
on quality of life after retirement, put them to rest and start planning for good times. After
all, a lifetime of work should be crowned with some rewards.
 Senior Citizens seeking to stretch household budgets after retirement find this
discount card useful.
 AdvantAge Card encourages elders to go out and start being self-reliant.
 Helps elders in fighting against inflation.
 Encourages elders to reach out to discounts and hence engage with market – helps
in fighting isolation.
Some other benefits
 Stay healthy –Can avail attractive discounts at wellness centres on age care
health related services
 Stay smart –Can avail special discounts on select apparel goods, fitness products
and services
 Stay mobile – Can avail great rates on travel and holiday packages
 Stay networked – Can the AdvantAge website offers the opportunity to network
with friends and blog with like-minded members
 Stay secure – the AdvantAge Card brings the HelpAge helpline to service, then
offering person to person counseling on safety and age related legal issues. Call
regional offices.
 Stay sure – the AdvantAge Card program is an initiative of HelpAge India, the
pioneers of senior citizen policy advocacy and age care welfare services.

42
Benefits to corporate
If company markets products and services, this program creates a market that cannot be
afforded to miss.as there is ever growing senior citizen segment. The numbers are telling.
Current estimates peg this number at 100 million plus and growing. By 2026, the number
is expected to represent 12.4 percent of India's population. Among these growing
numbers, those nearing retirement or just retired should be of special interest to
Companies engaged in healthcare, wellness, apparel, entertainment, travel and
hospitality, among others. This is the silver segment that would look to these areas to
fulfill long desired wants.
Some other benefits
 Over 1.55 lac members across India
 Elders once a customer, will always be a loyal customer this will increase the
footfall
 No fee to become an associate with HelpAge India
 Increases corporate brand visibility as there are listed as discount offering
Corporates on HelpAge India’s website & in the printed State-wise Associate
directories

43
Steps to become company associate
 Sign a simple letter of understanding.
 Choose what discount you would like to give and on which products and
services.

44
Target given to me
There were six students who were assigned HelpAge India. They divided us in to
groups. Each group consisted of 2 students and we were sent to different location.
Group A was sent to Andheri East, Group B was sent to Andheri west, Group C was
sent to Dadar. My group is Group A.
Below table shows the target achieved by my group:
Group A (2 people in a group)
Corporate forms Advantage Card
Targets 60 30
Achieved 54 10

45
Challenges
Faced
 Most of the people did not trusted us and used to ask many question for which
we had to atleast spent 30 minutes in those store.
 Owners of the stores are not seldom available, the worker were not ready to sign
the corporate forms.
 Owner of the stores used to get irritated as there were many marketing executives
who visit their stores then customers.
 For the advantage form most of the senior’s citizen were not getting convinced.
 Most of them wanted the card free of cost.
Overcome
 We started convincing the store owner saying they can do social work sitting at
their work place.
 We used to change our pitch s per the store owners.
 If owner is not available, we used to ask the worker call the store owner.
 For Senior Citizens we told they have to spend a small amount for their lifelong
benefits.

46
Observation
Corporate forms:
Some of the corporate’s whom we have made the part of the advantage card program
Sr Corporate Place
1 Bonanza Medical store Andheri ,Pumphouse
2 Balaji Medical & General Stores Andheri ,Pumphouse
3 ganesh medical and general store Andheri ,Pumphouse
4 Kamal Deep Medical & General Stores Andheri ,Pumphouse
5 Laxmi Medical & General Store Andheri ,Pumphouse
6 Mahalaxmi Medical & General Stores Andheri ,Pumphouse
7 Samarth Medical & General Store Andheri ,Pumphouse
8 yash medico Andheri ,Pumphouse
9 AaramShop C/o Laxmi Medical Andheri ,Pumphouse
10 Kinjal Medical & General Store Andheri,Chakala
11 Sarkar Medical Stores Andheri,Marol
12 United Medical & General Stores Andheri,Chakala
13 Mahavir Medical & General Stores Andheri,Chakala
14 Bharat Medical & General Stores Andheri,Chakala
15 Crasto Medical Stores Andheri,Chakala
16 Roshni Ayurvedic Andheri,Chakala
17 Shubham Medical's Stores Andheri,Chakala
18 Eye Care Optics Andheri,Chakala
19 Good Looks Optician Andheri,Chakala
20 Clear Vision Optics Andheri,JB Nagar
 Some owners were very happy to help senior citizen .They even appreciated us
 Most of the shop owner are not always there in shop, they only come to shop for
particular time and the workers don’t have any rights to give such discounts
 Most of the owner are already giving discount and they are not ready to get into
legal aspects.
 Most of the owners get irritate with such social cause marketing executives.
 The mistake we have done is we only concentrate on Medical Stores, Clinics and
not on Grocery Shops, Clothing Store etc.

47
Advantage card forms:
Card holders opinion about the Advantage Card
Below are the opinions of the card holders to whom we sold card 4 months before.
 Christopher D’souza
It is one of the best card for an emergency purpose it’s been 4 months that I am
using.Thaks Helpage India.
 Joseph D’souza
As my brother Christopher D’souza said it’s getting used during emergency
purchase say in from medicines, restaurant, bedding shops, optics etc.It is a card
that is really saving some of my money.
 Dilip Pawar
I am already getting discounts from all the medical stores but I purchased thinking
that I would be getting double discount. But I am getting the same discount as
before. So for me it’s not a useful card.
 Ramesh Morde
The card should be given free of cost they are some senior citizens who can’t
even afford the 100 rupees.
 Madhuri Potnis
It’s been 4 months that I purchased the card whenever I am going to any medical
store some owner’s are telling that they are not partners with Helpage India.I
request Helpage India to send me the updated list of the corporate that are still
registered with Helpage India.

48
Recommandation
 HelpAge India requires publicity as well as on their various program because
when we were selling the AdvantAge Card most of the public was not aware
of HelpAge India.
 For Advantage card program HelpAge should ask for Age Proof because there
is possibility of inappropriate usage.
 The card which they provide should be personalized so in case of a loss it may
not be misused and returned back to the card holder.
 It must have a good relation with the corporate so they will continue to give
discount.
 Every month the revised book of the add-on corporate should be sent to the
senior citizens
 HelpAge India should also provide legal proof to corporate also for their
reference.

49
BIBLIOGRAPHY
Websites
 http://www.greatplacetowork.in/best-companies/indias-best-non-governmental-
organisations-to-work-for
 https://en.wikipedia.org/wiki/Non-governmental_organization
 http://maharashtra.ngosindia.com/
 https://www.investopedia.com/ask/answers/13/ngos-get-funding.asp
 https://www.quora.com/What-is-the-importance-of-NGOs-in-society
 https://www.HelpAgeindia.org/

HelpAge India and its Advantage Card Program

More Related Content

What's hot

Similar to HelpAge India and its Advantage Card Program

More from Thota Sudharani

Recently uploaded

HelpAge India and its Advantage Card Program