Nagarik: Transformation through large-scale employment generation

The employment situation in India is being debated intensely. However, on one point there is broad consensus: in the coming decade, if India were to provide gainful employment for its growing young population, our growth can accelerate dramatically and be inclusive. On the other hand if we are unable to provide employment to these millions of young people, we are likely to face social unrest.

Nagarik tries to address this strategic challenge as an opportunity. Nagarik is a way of thinking and an approach to creating employment where it is needed most, in the smaller districts of India where a majority of Indians reside. Nagarik provides a set of transformative employment solutions, taking a view that leveraging local capabilities has to be the starting point of employment generation. Keeping the citizen at the centre of this approach, the private sector will play a key role in this process with the government as an enabler. Implementation will be carried on by a joint team which relies on the local entrepreneur and market connectors for each of the designed solution.


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Need of the hour: Job creation

India lies in the mid-stage of demographic transition, with a large young demography and a median age of 27.6. Over the coming years India’s median age will continue to reduce as the population increases. Hence, India will need to create nearly 100 million jobs by 2027 to absorb the growth in the working age population. For India to prosper and ensure social sanity, it is the need of the hour to place equal focus on job creation and not just economic growth by leveraging transformative solutions that build upon the business as usual growth of the economy.

Nagarik: Solution for large-scale employment

Nagarik is a set of transformational solutions that builds upon the business as usual growth of the economy. It focuses on creating employment where it is needed most, in the smaller districts of India where a majority of Indians reside. This methodology visualises citizens, the private sector and government playing an active role in transformative job creation through entrepreneurship, execution and enablement respectively.

Solutions for large-scale employment: Nagarik Framework

Solutions devised under the Nagarik framework 

Agro-processing enterprises

Develop agro-processing enterprises that integrate the entire value chain which will help add value to agro produce, create local jobs in each district and give a stable and higher income to existing farmers.

Large-scale dairy processing

Set up milk collection and processing supply chains in regions not currently served by the organised dairy industry in order to de-risk the incomes and improve living standards of farmers.

Workforce of the world

Facilitate export of low/semi-skilled labour to manpower-deficient industrialised global centres through market connects with global employers / recruitment agencies, skill set enhancement and certification, and closer engagement with host countries.

Theme-based tourism

Drive a step change in tourism revenue and job creation through a development of theme based tourist hubs through private participation which address all aspects of a tourist’s journey from pre-trip planning, on-premise experience to replication of the tourist experience across the entire circuit.

Creation of ecological hub

Development of an institutional model to promote sustainable non-timber forest produce commercialisation by establishing market connect, strengthening supply chains and creating an educational, research and development ecosystem.

Food anchor of the world

Create large scale structured food export programs that improve the quality and efficiency of existing crop patterns with modern farming methods and then export the produce to food deficient countries.

Tehsil enterprises

Set up centres for incubation, training and technical assistance of rural enterprises and establish market connect to regional and national markets.

MSME clusters

Develop Branded Clusters that focus on consolidation of common value chain activities, providing technical support, common branding in order to help MSMEs scale and enhance employment.

  • The next 15 years will be decisive for India to use its demographic dividend for inclusive growth. Providing large-scale employment opportunities will be central for this effort.

    – Shyamal Mukherjee, Chairman, PwC India
  • Creating large-scale employment will be one of the biggest issues India has to address in the coming decade. Nagarik is a platform which links our growing young population to gainful employment. It provides a set of transformative employment solutions, taking a view that leveraging local capabilities has to be the starting point of employment generation.

    – Sanjay Tolia, Clients and Industries Leader, PwC India
  • Nagarik is a platform that puts the citizen at the centre of the employment generation equation. It convenes private sector participants for market and finance connect, with government acting as a catalyst and enabler. At its core, the platform sees citizens as producers using local resources and market connects to create large-scale employment.

    – Shashank Tripathi, Partner and Leader, PwC Strategy& India

Why Nagarik is the way ahead for India

  1. The critical feature of Nagarik is that it does not expect the state to create jobs, but that the government plays the role of the facilitator, setting up the ecosystem, reducing procedural bottlenecks and friction to remove the barriers for economic activities.
  2. Nagarik is predicated on private capital hence, the incremental demand on government funds is limited since it is financed by private capital and bank finance and not by the government. We envisage government support only in infrastructure support or for subsidies, most of which are already in place.
  3. Nagarik focuses on creating jobs across urban and rural areas, thus potentially alleviating the job stress in rural India, where the demand for jobs is the most acute.
  4. While Nagarik approach can be applied nationwide, its solutions recognises the existing traditional strengths of each state and leverages them.

Way forward

To prevent the risk of jobless growth, each state should conduct a thorough study to identify opportunities for job creation and employment at the district / tehsil level. Thereafter it must tie up with local entrepreneurs interested in investing and market connectors willing to off-take the products. The government must consciously step back from the traditional role of job creator and instead act as an enabler- reducing bottlenecks, incentivising investment and setup of new enterprises ensuring ease of doing business and setting up an implementation structure with feet on the ground to help establish successful private partnership. While it is important to focus on the short term “quick wins”, the implementation structure should be designed in order to facilitate the creation of jobs in a medium-term (9 months to 2 years) and long-term (2 to 5 years) timeframe with a clear intent to build capabilities and infrastructure for long term and continuing job creation. The adoption of Nagarik in different areas of the country has to be seen as a citizen movement. We see India’s demographic dividend as a once in a lifetime opportunity to build India, keeping the citizen at its centre utilising the bountiful resources of our smaller districts where employment is most needed.

Contact us

Shashank Tripathi

Partner and Leader, PwC Strategy&, PwC India

Tel: +91 22 6669 1002

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