BP Body 2014 Final Soft Copy

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BUSINESS PLAN PROPOSAL FOR AN NGO IN

SOUTH INDIA,KERALA

Charlies Canine Care

NGO

The University of Luxembourg

To reduce canine suffering and re-educate humans

0130041612

15th July, 2014


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A special thanks to;

Dr. Burdon Bailey, Dr. Beber, Dr Kumar, Dr Singh WVS, mission

rabies India Goa

Rosalind JohnstonWVS UK

Kate ShervelleWVS India Tamil Nadu

Avis LyonsARK, Animal Rescue Kerala, Trivandrum


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Contents

1.INTRODUCTION............................................................................................................................................... 4

CASE DESCRIPTION ............................................................................................................................................ 5

A.) The Problems-The Village ................................................................................................................ 5

B.) The Business PurposeCombatting One of the Worlds Oldest Diseases.............................. 8

C.) The Vaccine ....................................................................................................................................... 9

D.) To Keep In Mind! ............................................................................................................................. 10

2. LITERATURE REVIEW .................................................................................................................................. 10

3. STRATEGY .................................................................................................................................................. 14

A.) 3 cups of tea - Cultural & Political Challenges......................................................................... 14

B.) Support Systems & Networks ........................................................................................................ 15

C.) NGO Challenges-Registration and Culture............................................................................... 17

4. BUSINESS MODEL ...................................................................................................................................... 20

A.) The Management and the team ................................................................................................. 20

B.) Operations ....................................................................................................................................... 21

C.) Value Chain ..................................................................................................................................... 24

5. FINANCIAL PLAN ...................................................................................................................................... 25

6. SO WHAT IS NEXT? ....................................................................................................................................... 27

References ........................................................................................................................................................ 29

Appendices ...................................................................................................................................................... 30

Appendix 1 ................................................................................................................................................... 30

Appendix 2 ................................................................................................................................................... 32

Appendix 4 ................................................................................................................................................... 33

Appendix 4 translation ................................................................................................................................... 34

Appendix 5 ................................................................................................................................................... 34

Appendix 6 ................................................................................................................................................... 35

Appendix 7 .................................................................................................................................................. 36

Appendix 8 ....................................................................................................................................................... 37

Appendix 9 ................................................................................................................................................... 39

Appendix 10 ..................................................................................................................................................... 43


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1.INTRODUCTION

Rabies is a fully preventable virus which affects both humans and animals yetthe virus is found in all continents except Antarctica. Any mammal can carry

and transmit the virus, however dogs are the main host and transmitters in

developing countries. Because Europe and Oceania are rabies free, there is a

lack of knowledge around the seriousness of the problem. Terrifyingly, there is no

cure for rabies once the infected person starts showing symptoms. The only

chance for survival is for the individual to receive post exposure prophylaxis

vaccinations as soon as possible. The most affected individuals are children in

rural villages where there is little chance of access to the post exposure

vaccinations mostly due to their lack of knowledge of the virus and of theirtreatment options.

No individual should have to suffer the horrific effects of this virus and should be

aware of their treatment options after exposure. This business plan was initially

developed to attempt to dramatically reduce the number of deaths caused by

rabies in India, Kerala. However I have come to realise that although rabies is a

huge problem, the underlying problem needing tackling, was the lack of

education and empowerment these people had regarding controlling the

spread of the virus. Since wound cleaning and immunisation within a few hours

after contact with a suspect rabid animal can prevent the onset of rabies and

death1(2013), education must come first.

The goal of this NGO is therefore twofold;

PHASE I- Firstly to develop effective educational programs which speak to

the particular culture in order to educate them about the rabies virus

(prevention techniques and treatment options).

PHASE II -Secondly, to implement mass Anti-Rabies (AR) and Animal Birth

Control programs (ABC).

I have lived and worked in Kerala for 2 years, recently attended a World

Veterinary Service (WVS) Mission Rabies course and have spoken with

established like-minded Non-Governmental Organisations (NGOs) in order to

make this plan possible.

1http://www.who.int/mediacentre/factsheets/fs099/en/


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CASEDESCRIPTION

A.) THE PROBLEMS-THE VILLAGE

During my first 2 visits to India both lasting over a year, I lived in the state of

Kerala in a small rural village called Suryanelli. On both occasions I couldnt helpbut notice a huge difference in the way they treat their dogs and more

worryingly the ratio of home dogs to street dogs. Contrary to peoples beliefs,

the street dogs are in many ways better off that the home dogs with regards to

their freedom to roam. Both adults and children are undoubtedly and justifiably

(mainly due to the presence of rabies) fearful of dogs causing a myriad of

aggression problems in both people and dogs which often escalates into an

attack from the dog (a bite) or an attack from the human (throwing objects or

kicking). This cycle coupled with the lack of veterinary care, are the reasons this

philanthropic non-profit business plan is currently in process. In order to eliminatethis cycle, a better understanding of their reasonings behind their fear and an in

depth knowledge of their culture has been acquired.

Within the village, and this stands true for most of the country, traditions and

beliefs shape the mentality of the people. From observation and experience,

decision making does not seem to be a cognitive, linear process, instead they

base their decision making on myths and religion even if this would cause the

outcome to be less favorable. This results in huge challenges for any NGO

ventures being implemented in India.

Suryanelli is a small village within the district of Idukki and a resort settlement in

theChinnakanal village ofKerala,India (seeAppendix 1).Cochin or Kochi is the

nearest airport, 150 km away. Due to the road conditions and driving styles, it

takes approximately 4.5 hours to reach the village from the airport making

travelling to other states of India more challenging. The village is a valley

sheltered by mountains (1,412 m above MSL) and was one of the first areas to

be cultivated by pioneering tea planters. In the past 4 years, the roads have

been improved reducing travel time marginally but it is easy to see even just by

their physical location, how secluded they are!

There are no published statistics on the number of dogs in the village and very

little information on the origins of the dogs. There is only 1 government vet in the

village who is in charge of the health of livestock, mainly cows, chickens and

goats. The closest private clinic is situated in Kochi. After meeting with the vet in

person, his limitations are apparent. He is not able and has had no experience
http://en.wikipedia.org/wiki/Resort_townhttp://en.wikipedia.org/wiki/Chinnakanalhttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Cochin_International_Airporthttp://en.wikipedia.org/wiki/Cochin_International_Airporthttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Chinnakanalhttp://en.wikipedia.org/wiki/Resort_town


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with the sterilization process of any animal. He is only trained to do basic check-

ups and he is mainly there to hand out free government provided cattle feed to

poor families.

At this stage is it important to explain the issues around government related jobs

notably veterinary jobs in India and it starts with the reservation quota system

during recruitment.

Corruption rules government jobs which attract youngsters like a magnet. The

financial incentives and laid back approach (few working hours) is guaranteed

to new recruits after proving themselves as professional bribers. Their first test

takes place during interviews and continues until the end of their career. A study

conducted by Rema Hanna at Harvard University shows that dishonest

individuals - as measured by the dice task - prefer to enter government service,

importantly, we show that cheating on this task is also predictive of fraudulent

behaviours by real government officials.2In addition, there is a lack of suitable

infrastructure with no career ladder to climb causing lack of motivation.

Accepting to work for the Indian Government is accepting that you are not

interested in benefiting other people or society as a whole. Government vets will

not be able to gain valuable experience or increase their knowledge due to the

simplistic procedures they need to follow in the rural villages for poorer

communities. So why is it that people take government jobs? Well that is simply

because the pros outweigh the cons.

Unlike dogs, these animals (cows, chickens, goats) are the lively hood of many

of the families. They permit the families to have food on their plates and send

their children to school, so it is no surprise that they are therefore prioritized.

These animals have a financial advantage accompanying them giving them

purpose and value. Dogs on the other hand are not seen by many to have a

particular purpose or financial benefit and are devalued as a result. Most

families own a dog which they use solely to guard territory, they are often

attached on a short chain or caged in a small wooden hut (normally chickenhut). These dogs are dangerously frustrated and so bark at anyone who passes

by. The majority of these dogs are not vaccinated and their collars are never

loosened as they grow bigger causing what is known as collar burn and in turn

developing fatal maggot wounds and infection (see Appendix 2).

2 http://timesofindia.indiatimes.com/india/Government-jobs-in-India-attract-corrupt-youngsters-

like-a-magnet-Study/articleshow/26094516.cms


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These scenes are distressing for westerners and dog lovers but in some ways it is

understandable. They have never had a real reason to value dogs nor been

exposed in the same way westerners have. For these people dog equals danger

and they act in the only way they know to protect their children.

This is very dissimilar to the western world where we have been exposed in a

more positive way to dogs. Even before WWI, most dogs had families and were

used for jobs (helping in hunting, herding livestock, pulling carts) (James, 2014).3

Dogs were basically an essential working tool and in turn were valued as such.

During WWI dogs were used to assist service men in combat and were trained to

do so. The aggressive obedience training techniques used on these dogs

became very unpopular by 1997 and was replaced with positive reinforcement

methods and the popular pack leader method (exercise, discipline then

affection) used by the famous dog whisperer, Cesar Millan. This has created

stronger bonds between humans and dogs bringing us closer to a purer

understanding on dog psychology allowing us to be more in tune with dog

behaviors. This bond has increased over centuries and dogs are now mainly

owned for companionship and emotional stability, one of the greatest support

system a dog can provide a human in modern day society.

This almost non existing bond between the village people and the dogs

alongside the fear of virus transmitted bites, has encouraged the village people

to take their own measures with regards to reducing the dog population. During

my last 6 weeks in India, 3 dogs per week were found to have been purposely

poisoned. According to The Voice of Stray Dogs, Kerala kills 500,000 dogs each

year by poisoning in order keep the area stray dog free for tourists so that the

tourist sees thesqueaky clean Gods Own Country and they part with their

money4(see Appendix 3).

These mass killing sprees are both illegal by Indian Law and are

counterproductive for controlling the dog population and rabies. However they

are organized by the same people who are mandated not only to protect the

dogs but to organize animal birth control (ABC) programs in their district, theMunicipalities.

So, this leaves this NGO with a huge barrier to break. Its mission, to open the eyes

and minds of these people to a completely new beginning of their relationship

3https://k9densolutions.com/History_of_Dog_Training.html4http://keralatourism.strays.in/


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Dogs are the source of 99% of human rabies deaths.

Wound cleaning and immunisation within a few hours after contact with a

suspect rabid animal can prevent the onset of rabies and death.

Each year, more than 15m people worldwide are treated after exposure -this is estimated to prevent 327,000 rabies deaths annually

C.)

THE VACCINE

In 1885, Louis Pasteur and Emile Roux famously developed a vaccine which has

saved millions of people from dying of the virus. This vaccine is administered to

individuals who have been exposed, in order to kick start the immune system

and prevent the virus from entering the brain causing it to swell.

There are 3 categories of exposures related to the type of contact. 3 doses of

the vaccine are administered on day 0, 7 and 21 (before any contact can be

made) to individuals working alongside potentially infected animals. The

guidelines provided by WHO suggest the following:

Types of contact are12:

category I touching or feeding animals, licks on the skin (no

treatment required)

category II - nibbling of uncovered skin, minor scratches or

abrasions without bleeding, licks on broken skin (immediate

vaccination required)

category III single or multiple transdermal bites or scratches,

contamination of mucous membrane with saliva from licks;

exposure to bat bites or scratches (immediate vaccination and

administration of rabies immune globulin are recommended in

addition to immediate washing and flushing of all bite wounds and

scratches)

Depending on the vaccine type, the post-exposure schedule prescribes

intramuscular doses of 1 ml or 0.5 ml given as four to five doses over four weeks.

For rabies-exposed patients who have previously undergone complete pre-exposure vaccination or post-exposure treatment with cell-derived rabies

vaccines, two intramuscular doses of a cell-derived vaccine separated by three

days are sufficient. Rabies immune globulin treatment is not necessary in such

12http://www.who.int/rabies/human/postexp/en/


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cases. The same rules apply to persons vaccinated against rabies who have

demonstrated neutralizing antibody titres of at least 0.5 IU/ml13

This vaccine has been used to help eliminate the disease in many parts of the

world, removing it from dogs and other species that can transmit the infection,

including foxes.

The costs of preventing it, however, remain relatively high and this means that in

poor parts of Asia, the disease persists. This highlights the importance of

preventative measures starting with the source and carrier of the virus, the dog.

The goal of this mission is therefore twofold; Firstly to educate a population and

secondly to vaccinate and neuter 70 % of the dog population in Suryanelli.

D.) TO KEEP IN MIND!

India is the seventh-largest country by area and the second-most populous

country with over 1.2 billion people. There are 22 regional languages and 2

official languages being spoken throughout the country. Cultures, religions and

casts change dramatically when travelling from North to South of the country

and even when moving around each state. The country is a thick, colorful jungle

of challenges and varying status quos scattered throughout the vast land. India

has proven to be a perplexing, exiting and neurotic experience, stimulating both

a humans extreme physical and emotional senses. There is no neutral stance

one can take whilst living there, its all about living on the edge!

2. LITERATUREREVIEW

This mission requires detailed and in-depth analysis on the cultural-traditional-

social context of Suryanelli. I will be using ethnographic methodology based on

empirical data from personal real life experience for the literature section and

the remaining business plan will be based on the collection and analysis of

secondary data.

Finding appropriate literature on religions and cultures in India, Kerala whichcould be compared with my own experiences was not an easy task. Fortunately

I stumbled across an award winning study of the beliefs and practices

surrounding sainthood among Christians in Kerala. The book is called Kerala

Christian Sainthood-Collisions of Culture and Worldview in South India(2000)and

is a personal ethnographic research journey from and American writer, Corinne

13http://www.who.int/rabies/human/postexp/en/


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G.Dempsey. Corinne spent more than a year in India, studying the people, their

cultures and religions, many of her findings reflecting mine. This book is full of

knowledge and information on the history of religions dating back to 1503 when

the Portuguese missionaries arrived in Kerala introducing Roman Catholicism. A

fair amount of information stemming from this book is deep and complex andalthough it would be great to delve into this, it wontbe used for this piece of

work. Instead I have chosen to select a few of Corinnesexperiences which best

reflect my own and a few which least reflect my own, in order to give the

reader a broader insight into Kerala.

I would like to start off by using Corinnes pie chart on page 8 of her book and

adding my own knowledge to it in order to make it easy for the reader to

understand the cultural and religious system of Kerala. This pie shows the

distributions of denominations and rites among Kerala Christians and I have

added on the class belonging to each religious segment.

Pie Chart taken from Kerala Christian Sainthood page 8 showing the distribution ofdenominations and rites among Kerala Christians. Statistics based on Bureau of Economics and

Statistics, Government of Kerala (1969). The pie was recreated and casts included with the help

of Mr .Xavier (Malayali Catholic Christian from Kerala). H,M,L stand for high, middle and low cast.

Hopefully this pie has helped the reader to see how complex and unforgiving

the division between people and powers is. Looking at this pie, it is shocking to

see that we have only covered Christianity. I was amazed to see that Christianity


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as a whole can be divided into so many categories of people who attend

different churches and relate to different social groups, demonstrating Keralas

highly complex Christian diversity. This diversity was not obvious to me initially but

after a few years in Kerala, feeling more at ease and substantially more

integrated, I noticed many tensions amongst groups of different religions.

On top of this Christian hybridity, India has a predominantly Hindu culture

emphasizing the absolute need for a bespoke educational program aimed at

the religious diversity of a small community to be in place prior to

implementation of any AR or ABC programs.

Similarly to researcher Corinne, I found collecting information from casual

organic encounters more useful than organized meetings with religious leaders

and visits to pilgrims. This is due to the fact that many of these leaders resent

outsiders and feel we have patronizing outside perspectives that seem tosuggest that they are quaint or backward (1995:104).

Narrowing the scope back down to the small village of Suryaneli, I would like to

describe its particular socio-religious structure. Within the village there are 3

churches; 1 Roman Catholic Church, 1 Protestant Church (C.S.I) and 1

Marthomite Catholic Church. The majority of Christian devotees attend the

Roman Catholic Church (Latin Catholic) which is also the biggest in terms of size.

Therefor the majority of the Christian population of the village is low and middle

cast.

The Christians and their main church are located on the East side of the village

and the Hindus with their temples naturally remain on West side. There is no

animosity between these two religions but they generally do not befriend one

another creating a psychological barrier based on differences in beliefs. Both

sides hold festivals representative of their beliefs highlighting the differences and

further dividing the two apart.

Among many Hindus, the common belief exists that caring for dogs can also

pave way to heaven and are therefore supposed to have a major religious

significance. A five day festival called Thiar festival is held in November each

year to worship the dog. InHinduism,it is believed that dogs guard the doors of

Heaven andHell.This is a day when the dog is worshipped by applyingtika (the

holy vermilion dot), incense sticks and garlanded generally withmarigold flower.

Sarama, the female dog of the gods, is described as the mother of all
http://en.wikipedia.org/wiki/Hinduismhttp://en.wikipedia.org/wiki/Hinduismhttp://en.wikipedia.org/wiki/Heavenhttp://en.wikipedia.org/wiki/Hellhttp://en.wikipedia.org/wiki/Tilakahttp://en.wikipedia.org/wiki/Tageteshttp://en.wikipedia.org/wiki/Saramahttp://en.wikipedia.org/wiki/Saramahttp://en.wikipedia.org/wiki/Tageteshttp://en.wikipedia.org/wiki/Tilakahttp://en.wikipedia.org/wiki/Hellhttp://en.wikipedia.org/wiki/Heavenhttp://en.wikipedia.org/wiki/Hinduism


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dogs14(see Appendix 5). Tapping into the village Hindus minds by making

reference to the above beliefs when developing the educational program will

help bring them closer towards a common understanding on the AR and ABC

programs.

Religion is an integral part of these individuals lives. Religion provides them with

structure, emotional and spiritual support. During times of food crisis and extreme

poverty just 25 years ago, Christian missionaries would receive humanitarian aid

from the United States in the form of rice sacks to be distributed to the village

citizens. All of the government schools in the district have religion as a major part

of the curriculum. School plays and after school activities for children are based

around religion and often last the whole evening.

As this is a charitable organisation, it is important to understand that fundraising

requires effective communication and community involvement. The notion ofcharity has its roots in religious beliefs. For Christians the notion of charity

represents love of fellow men and the change from an undesirable state to a

better state of being.

Whereas according to the sacred text of the Hindus, Bhagavad Gita states that:

"Acts of sacrifice, charity and penance are not to be given up:

they must be performed. Indeed, sacrifice, charity and penance

purify even the great souls". - Bhagavad Gita [XVIII-5]

Taking advantage, in a positive way, of a major influential factor directing these

village peoples lives will help to promote this good cause to two generations

making room for a sustainable impact. Importantly, this strategy of

communication will hopefully encourage more local funds, relying less on

international funding helping the NGO to remain self-sustainable.

Surprisingly, it was not so easy to find positive references made around the dog

in the bible. More often, the bible uses the term dog to insinuate a bad person

or suggest a bad smell or outcome. Creating an effective tailored educationalprogram for the Christians of the village may take some more research.

14http://en.wikipedia.org/wiki/Dogs_in_religion


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3. STRATEGY

A.) 3CUPS OF TEA -CULTURAL &POLITICAL CHALLENGES

India is known for selling counterfeit products, I have found that labeled bottled

water is often merely boiled river or tap water, Cadburys chocolate items areoften fake and although I cannot claim this for sure, Coca Cola certainly tastes

peculiar from the small local shops. This is why it is always better to buy and eat

local produce in India, it tastes better and they know how to produce it properly.

But it is not just these insignificant products which are fake, more importantly

counterfeit drugs are being produced partly because the manufacturing costs

are nearly 40% cheaper than in other countries (BBC news, 2011) 15. This allows

producers to make huge profits at the expense of rural village people who do

not know any better!

As you will be able to see at the bottom of Appendix 8, there is an anti-rabies

vaccine called AbhyaRab which we (volunteers at WVS) were prohibited to

take. This is because in March 2014 a 10 year old boy died shortly after taking

this vaccine. These vaccines are free of charge and were administered to

hundreds of dog-bite victims. The vaccine has recently been banned from all

pharmacies and hospitals.16

Issues like these occur often in India and as CCC will be responsible for its staff

members, upmost care will have to be taken when dealing with the vaccines.

The Bribery system in place in the target region amongst government officials will

place significant strain on the set up of the NGO. This negative impact that

governmental bodies such as panchayats have on foreign projects is marked by

the red arrows in the value chain in section 4 of this business plan.

When people talk about India, they often describe the country as being

backward. Understanding what this actually means takes years of being

immersed into the countries culture.

When I first heard this expression, I always thought it referred to purely political

decisions on major restructuring of the country or the various religious practices. I

now understand that it refers to the social interactions between people, the

15http://www.bbc.com/news/business-1520859516http://www.hindustantimes.com/punjab/jalandhar/punjab-seeks-ban-on-anti-rabies-

vaccine/article1-1192304.aspx


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underlying rules of conduct (what is polite and what is not) and the

expectations from people.

To give an example of this, it is not polite to get to the point quickly when

speaking to officials, beating around the bush seems to be a written rule. The

point of this delay is to get a feel for the amount of bribery money that the

officials expect and should be exchanged either under the table or will be

collected later on by an outside agent. Normally there will always be another

person allocated to collect this money from you to avoid the officials getting

into any trouble.

This system and way of life was understood too late by Avis Lyons, founder of

Animal Rescue Kerala (ARK)17. After visiting her at her sanctuary (now being sold

due to lack of cooperation with authorities) and talking to her about the setting

up of the NGO, I asked her what she would have done differently after 14 yearsof fighting. Avis replied I would have done it completely differently, I would

have not fought so hard against people. I thought I was standing up for my

rights but really it was a waste of time.

In India, particularly rural areas in the South, the best way to get something done

is by inviting whoever it is you need something from in for a cup of tea and a

chat. As horrifying as this may sound to bite your tongue when you know there

are injustices, this is the fastest way to see results and achieve your goal for the

NGO.

I would like to make reference to a wonderful book called Three Cups of Tea

(D.Relin, 2007) written by a humanitarian whos aim is to reduce poverty in

Afghanistan and Pakistan by promoting girls education. This American

humanitarian also had to live in these countries and immerse themselves in the

culture. This next sentence from the book accurately describes and summarises

both cultures:

The first time you share tea with a Balti, you are a stranger. The second time you

take tea, you are an honored guest. The third time you share a cup of tea, you

become family

B.) SUPPORT SYSTEMS &NETWORKS

Besides meeting the mandatory requirements (explained in section 5 of the

business model),this project, which I named as Charlies Canine Care (CCC)will

17http://www.animalrescuekerala.org/


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need to build a wide professional network with other NGOs, government

agencies, media and the corporate sector.

Important influential factors and their impact on CCC are explained below:

The FamilyTheir help has been significant with regards to the setting up of CCC.They have helped spread the word through the village unions and been

exceptionally helpful when translating and carrying out intermediary work. The

first step to developing the concept of CCC was to expose the idea through a

method politiciansuse when attempting to boost votes: posters, very large ones.

The family helped me to commence CCCs first goal, awareness/education. In

order to do so, posters were made as part of a first step towards the educational

program in an attempt to reduce the number of dog killings. 100 posters were

made and translated into Tamil (an Indian language the majority can speak

and read) and stuck all over the village (see Appendix 4 for a picture of the

poster and translation).

The existing NGOs - CCC has been receiving a lot of support even during this

premature stages. Like most other organizations, CCC will most likely thrive

primarily on the strength of its partnerships. So far CCC has had verbal assurance

for support and help from the local government vet of Suryanelli, written promise

for support from the Indian Veterinary Association Kerala 18 and written

assurance from World Veterinary Service (WVS) for assistance in both the

educational program and the sterilization program. All the assurances are ofcourse provided that CCC pay and arrange for a suitable camp where these

programs can take place in a safe and sterile environment. WVS have recently

shown interest themselves in setting up one of their hubs in Kerala and would like

to have CCC involved. This could be a potential opportunity to work together

towards a common goal. I have reached out to The Blue Cross, a UK registered

animal welfare charity which provides support for pet owners who cannot afford

private veterinary treatment, helps to find homes for unwanted animals, and

educates the public in the responsibilities of animal ownership. Their support

could provide CCC with financial assistance, networks, possible partnership andrecognition. Unfortunately, most likely due to their abundance of work and

emails, I did not receive any reply.

The Media This a delicate area in India, with so many possible interpretations

being made as people read newspapers and watch the news, each cast,

18http://www.ivakerala.com/


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culture and religion taking in and churning over the information differently, using

the media must be done carefully.

C.) NGOCHALLENGES-REGISTRATION AND CULTURE

Since NGOsfunction in the non-profit realm, CCCsobjectives and methods of

operations will be more ambiguous compared to for-profit organizations. In

order to achieve CCCs objectives (Education program, AR program and ABC

program), there is a need to follow a meticulous approach right from the stage

of conceptualization.

Registration of NGOThe first step to setting up an NGO in India (post business

plan write up) is to find a name for the Charity and register it. NGOs in India are

registered under the Societies Registration Act, 186019, which is a central Act

and can be registered as trusts, societies, or a private limited company, under

Section-25 company. Non-profit organizations are always self-governed by a'board of trustees' or 'managing committee' (with a minimum of 7 members)

comprising individuals who generally serve in a fiduciary capacity.

The MoU - Every NGO in India is legally required to document a trust deed/

Memorandum of Understanding/Bylaws that contain the name and address of

the NGO, mission and objectives, details of governing body members, human

resource and staffing information, rules and regulations, administrative laws and

procedures. Avis Lyons, a British animal rights activist who set up the Animal

Rescue Kerala (ARK) allowed me to have a copy of ARKs MoU (see Appendix

6).

Funds - The MoU is any agreement between two parties about how a piece of

work is carried out or an agreement on how either party will behave in regard to

the other (eg. no municipal dog killing/relocation in return for an NGO carrying

out ABC work). In India, the majority of MoUs are between the municipal

corporation and the NGO for the purpose of awarding the municipal ABC

contract to the NGO and granting them a fixed sum (usually Rs.445 per dog, half

of which comes from the Animal Welfare Board of India (AWBI)20and the other

half from local or state government) to carry out the ABC work within the

municipal corporation limits. In order to get this type of MoU, the NGO must first

be registered as a charity and then must have AWBI approval, which can take

months.

19http://www.mca.gov.in/Ministry/actsbills/pdf/Societies_Registration_Act_1860.pdf20http://www.awbi.org/


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In order to receive foreign funds one must apply for an FCRA (foreign currency

receiving allowance) which can be applied for 3 months after formation of the

trust. This can take anywhere between 3-9 months to come through and will

have a limit as to how much can be received from overseas within the first 3

years of the NGO (known as FCRA prior permission). Full permission can beapplied for after 3 years and then one can receive limitless funds from overseas.

CCC will be able to receive money from within India as soon as the trust is

formed. To claim the AWBI/municipal funds for each dog operated on, one has

to keep the catching, surgical and release registers properly. On occasions the

reproductive organs will need to be kept for evidence and a utilisation

certificate to prove the trust's bank account was spent on ABC work. Funds can

be claimed per dog retrospectively.

Re-Registration of NGO- All registered NGOs have to ensure their certificate of

registration gets renewed every five years. This means the managing committee

members need to fill out a renewal of certification of registration form available

at the respective registrar's office. Alongside this document, the NGO must

submit the following:

A fee equal to the registration fee if the NGO's registration period had not

run out

An additional fee of Rs 25 if the application is filed within one month of the

date of registration expiration date

An additional fee at the rate of Rs 5 per month if the renewal application

is filed after one month of the registration expiration date

A list of the names of members of the managing committee, including

members elected or included in the NGO after its registration was

approved

The NGO's income and expenditure account for the current and previous

year21

Aside this step by step procedure to setting up an NGO, the bribery system in

place in India will be a major obstacle. The waiting times for each certificate

and stamp will be considerably longer for a westerner than that of a local and

the bribery fees expected from a westerner will also be substantially higher.

21http://timesofindia.indiatimes.com/city/goa/How-to-register-an-

NGO/articleshow/12526127.cms


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4.

BUSINESSMODEL

A.) THE MANAGEMENT AND THE TEAM

So far CCC has not created an official management team. The below diagram

is a typical organisational chart22

of a small to medium sized NGO and CCC willbe looking to follow a similar structure. This structure is currently being followed

by the World Veterinary Service (WVS) who have been successful in achieving

their goal.

Although all of the NGOs members are valuable and important, there are two

levels which require a little more descriptions, board members and field workers.

The board members and directors are key assets, they are required in order to

register the NGO and commence operations legally and they can serve as

advocates and fundraisers. The plan for CCC is for the board members and

directors to be volunteers from the community. This will help with developing apositive relationship with the people of the village and including them in the

project. As the board members will represent the NGO, choosing appropriate

dedicated board is crucial for its reputation.

22http://www.fundsforngos.org/free-resources-for-ngos/organizational-chart-ngo/


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The field workers at the bottom of the chart represent important players within th

NGO. A team must consist of a vet, paravets/vet aides, and humane animal

handlers. All staff will become, if not already, skilled in dog catching and

handling. As mentioned already, the vets will be provided by WVS and the

government and we will use student vets and other interested participants asvolunteers.

B.)

OPERATIONS

After my time spent with WVS in Goa, I realised the importance of having

complete knowledge on the anti-rabies vaccine. This will be important for the

NGOs staff members and volunteers as we will have to follow the WHO

guidelines on pre and post exposure procedures to the virus. As responsible

NGO and educational providers, we will be guiding individuals who have been

exposed to the virus, highlighting the importance of medical knowledge around

the vaccine and virus.

WHO guidelines suggest that a full programme of sterilisation, vaccination

(reaching 70% minimum coverage) and education programme is shown to be

the most effective way of protecting regions and countries from this fatal

zoonosis. It is recommended to hold an annual parenteral mass rabies

vaccination program over 1-5 weeks and that the ABC programme be

continued for the remaining eleven months of the year. A top-up vaccination

program for puppies less than 6 months of age should be conducted 6 months

after the mass program.

PHASE I

It is essential for the CCC to sensitise, inform and educate Suryanellis community

about the effectiveness of phase IIs AR and ABC programmes in helping

reduce the dog population and eradicating rabies. The community must be

involved is these initiatives to encourage them to collectively take responsibility

and play are more pro-active role.

The educational aspect of the program must be delivered a long time prior tophase II - the AR23and ABC24programs since this is proven to be the most

sustainable method.

23Anti-rabies24Animal Birth Control


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6 months before the educational campaign, the team will meet with the local

panchayat (commune), all 4 Schools, village heads to inform them regarding

the upcoming campaign and its importance. During these meetings a schedule

will be drawn up for visiting the village schools and delivering a suitable

educational program.

Another educational event will be held for the older generation and parents of

school children to encourage them to bring their dogs to the camp for

vaccinations and later for sterilising.

PHASE II

We will draw up a tentative village-wide schedule with 1 main vaccination site

on the basis of 2-4 vaccination teams.

1 month before the AR campaign, we will issue a departmental circular todifferent Animal Husbandry institutions regarding the upcoming campaign. We

will then inform them of the dates of the campaign and tentative venue and

ask for their assistance. In addition, a letter seeking cooperation from relevant

government and non-governmental agencies such as panchayat, BDOs, police

officials will be attached to the circular.

1-2 weeks before the campaign commences, we will convene a meeting in the

village inviting all the veterinary officials in charge of the veterinary institutions

(veterinary hospitals and dispensaries, stockman centres). We will explain the

importance of the program and tentative schedule. We will inform them on

how to encourage people to bring their own dogs, select suitable venues and

demonstrate how to give the ARV (anti-rabies vaccine). A suitable venue is for

example a public structure such as a school playground or veterinary hospital.

In this village, there is a large indoor space used for activities related to the

church, this would be ideal for the program. More posters will be made and

displayed. Copies of the tentative schedule, departmental circular and rabies

information will be strategically placed so that the public have notice of the

upcoming campaign.

A radio, TV and newspaper awareness campaign with advertisements will be

commenced one month before the campaign. Radio works best in rural areas.

We will aim to disseminate information in both English and the local language.

We will train our staff members to work in tandem with the officials of the

veterinary institutions. Staff liaise with panchayat, police and veterinary officials


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in the village. Staff are expected to deliver public education about rabies,

animal welfare and the ABC program at every opportunity to villagers,

townspeople and school children. We will encourage people to bring their dogs

for ABC for the future ABC program.

All staff members will follow the protocol for giving the ARV including site of

administration, new needle for each animal, ensuring that the vaccine cold

chain is maintained, covering the dogs head, giving treats to entice dogs,

recording owner/dog/location details in the EpiCollect system provided by WVS.

The dog census data collected during the campaign will be used for future

planning of both the ABC program and the vaccination campaign in the

following year.

At the end of each campaign, CCC staff will have a de-briefing meeting where

we analyse what went wrong, what needs to be done next time, and whatworked. We will send an appreciation letter to officials and others who kindly

assisted us during the campaign.


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C.)

VALUE CHAIN

CCC will be heavily reliant on support from all angles, phychological support from the local population is key as well as financial support

coming from grants, donations and funds.

Support from CCCs future partners such as national and international NGOs wil l provide vualuabe input towards its development and

sustainability therafter. They will also aid in promoting CCC encouraging visibility to the public. This is important as we will need the people

believing and supporting the intiative.

Ultimately, it will be the local populations shift in mind set towards understanding and supporting the initiati ve which will count the most. If

this happens, 90% of CCCs goals have been achieved, changing a populations/cultures mindset in order to save lives of both the people

and the dogs.

CCC will not rely on any funds or support provided, by law, from any governmental bodies in India due to the unreliability of it. This will only

be considered as a bonus.


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5. FINANCIALPLAN

As CCC is an NGO, it will primarily rely on grants, sponsorships, donations,

fundraising, memberships, appeals, volunteers, partnerships and support from

other animal welfare organisations to finance its day to day running. CCC willreach out to these organisations to request for support.

The below table includes costs provided by the World Veterinary Service (WVS)

Goa, bearing in mind that CCC will be working on a much smaller scale and

that prices vary from state to state. This table is just to give a very general idea of

the costs of material equipment and assets. This does not include the number of

dogs nor the possible post exposure vaccines required by staff members in case

of type II exposure to the rabies virus.

Figure 1. Costs

Phase 1 Cost in Rs/day Cost in

1 vet 1,500.00 18.00

1 vet assisant 450.00 5.00

Education material FREE FREE

Awareness material (posters,flyers) 3,000.00 36.00

Cooperation from schools FREE FREE

Municipality cooperation BRIBE VALUES

TOTAL COST/DAY 4,950.00 59.00

TOTAL COST/MONTH 138,600.00 1,652.00

Phase 2 Capital Expenses Cost in Rs Cost in

Premise (25 kennels,septic tanks etc) 490,000.00 6,000.00

Preparaton room 16,300.00 200.00

Operating theatre 27,000.00 330.00

Surgical Packs 40,000.00 50.00

Emergency Kit 24,500.00 30.00

Pre-exp.vaccines for 1 staff member 1,170.00 14.00

Vaccine storage 40,000.00 50.00

TOTAL COST 638,970.00 6,674.00

Phase 2 Fixed Costs Cost in Rs/day Cost in

1 Vet Surgeon (FTE) 1500.00 18.00

1 Vet assistant 450.00 5.00

2 dog caretakers 350.00 4.00

Vechicle 1607.00 20.00

TOTAL COST/DAY 3907.00 47.00

TOTAL COST/MONTH 109396.00 1316.00


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Phase I should take place a month or so prior to phase II and it can even be

implemented on its own without phase II if this is not yet financially achievable.

As there is no estimation of the dog population in the village, it will be hard to

calculate how many days of Phase II will be necessary. A survey of the stray dog

population in the village and a dog count will be the first step towards phase IIand is crucial for estimating necessary funds.

Support from Collaborators

Provided that CCC can cover the costs of:

Human resource

Travel

Printing and equipment (kennels, rent of a camp, etc.)

And provided that CCC follow the Mission Rabies protocol (please see

Appendix 8) for data collection (via a smartphone app which WVS can give

CCC access to for monitoring 70% coverage). Under the Mission Rabies

umbrella WVS will be able to provide us with important educational materials,

the Mission Rabies Epicollect25(please see appendix 9 for full details) application

and possibly be able to help CCC with rabies vaccines as well as advice and

support.

Fundraising

From conducting some research it is clear to see that many NGOs have

financial issues and struggle with fundraising. Too often they end up being in

debt and unable to function. In order to avoid this, self-sustaining methods need

to be implemented. This is especially true in third world countries where

government funding cannot be relied on a source of funding as all too often

Municipalities act against NGOs. To be on the safe side, CCC will not rely on this

money but see it as a bonus when/if it comes through. CCC has its own self-

sustaining method for fundraising purposes. I recently bought 161 m2 of land

(see Appendix 10) for the purpose of building a home stay in the village with the

view of the tea gardens as shown in Appendix 1. This land has been purchased

in full for 2,600 euros, this cost is not included in the table below. I would like to

set aside some of the profit earned by renting out the homestay to tourists, to go

to CCC. Please see the table below for the financial plan of the homestay.

25An electronic system of data collection


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HOMESTAY in Rs in euros 30 % TO GO TO CCC

Cost of building 818000.00 10000.00 -

Charge for 1 night on-peak 2500.00 30.00 10.00

Charge for 1 night off-peak 1500.00 15.00 5.00

Revenue/month on-peak 70000.00 840.00 280.00Revnue/monh off-peak 42000.00 420.00 140.00

As trends suggest, Westerners are beginning to withdrawer from donating to

Indian NGOs due a lack of confidence. It will therefore be wise to for CCC (in

addition to the homestay) keep an open mind and to employ a specialist agent

to undertake the role of fundraising. If a handful of NGOs could collectively

contribute towards one agency, this could help reduce the risk of losing capital.

Less energy spent on in-house fundraising by CCCs non-business orientated

members, gives them more time to focus on the job at hand.

6.SOWHATISNEXT?

In essence the major bottlenecks are:

-White Skincannot change

-Lack of Indian influential networkCan create one

-Lack of Indian friends in high ranksCan get some

-Inability to remain patient when being provokedCan try harder

-Bribery systemMust accept

-No real estimation on the number of dogs in the village Can conduct a dog

head count.

-Time it takes to do anything in India-Local to help here

-Self-sustaining FundraisingFunds from Homestay

-Un-co-operative Municipalities and other government bodies Local to help

here

Three of the above listed hurdles can be dealt with through hard work and

experience. The remaining hurdles are integrated systems within the Indian

culture which need to be accepted in order to effectively deal with them and

yield wanted results. As CCC luckily have a local team member to mitigate a

few of these challenges and this will allow for a speedier timeframe.

So far CCC has found a team of dedicated workers waiting to go ahead with

setting up the NGO. The next step is to register the NGO, one of the future

members of CCC is currently on the case. All the paper work and steps


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mentioned in the business plan will have to be followed. As I am a westerner, I

have chosen not face these challenges, instead a trusted Indian member will go

through this procedure in order to ensure maximum efficiency. No doubt it will

take a lot time and patience, in the meantime focus is on the homestay which

will hopefully generate funds for CCC.


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REFERENCES

Animal Welfare Board of India. [Internet]. Available at:http://www.awbi.org/?q=node/2.

[Accessed on 12 May 2014].

Corinne G.Dempsey (2000). Kerala Christian Sainthood-Collisions of Culture and

Worldview in South India. Oxford University Press..p.1-200.

James (2014). K9Den Solutions. History of the dog, [Internet]. Available at:

https://k9densolutions.com/History_of_Dog_Training.html.[Accessed on 15 May 2014].

Kohli, J.K, 2014. Punjab seeks ban on anti-rabies vaccine. The Hindu Times, 07 March. 1

Matt McGrath (2014) Environment Correspondent BBC News. BBC World News. Experts'

anger over 'invisible' rabies death toll. [Internet]. Available at:

http://www.bbc.com/news/science-environment-27538721.[Accessed 7 June 2014].

Relin, Mortenson, D.R, G.M, 2007. Three Cups of Tea. 1st ed. UK: Penguin.

Sinha.K (2013). Government jobs in India attract corrupt youngsters like a magnet:

Study.1 (1),p.1

The Voice of Stray Dogs (2013). Kerala Tourism news, [Internet]. Available at:

http://keralatourism.strays.in/.[Accessed 2 May 2014].

Wikipedia. Dogs in Religion. Hinduism. [Internet]. Available at:

http://en.wikipedia.org/wiki/Dogs_in_religion . [Accesses on 1 April 2014].

World Health Organisation (WHO), (2013). Media Centre, facts sheets, [Internet].

Available at: http://www.who.int/mediacentre/factsheets/fs099/en/. [Accessed 2 May

2014].
http://www.awbi.org/?q=node/2http://www.awbi.org/?q=node/2http://www.awbi.org/?q=node/2https://k9densolutions.com/History_of_Dog_Training.htmlhttps://k9densolutions.com/History_of_Dog_Training.htmlhttp://www.bbc.com/news/science-environment-27538721http://www.bbc.com/news/science-environment-27538721http://keralatourism.strays.in/http://keralatourism.strays.in/http://www.who.int/mediacentre/factsheets/fs099/en/http://www.who.int/mediacentre/factsheets/fs099/en/http://www.who.int/mediacentre/factsheets/fs099/en/http://keralatourism.strays.in/http://www.bbc.com/news/science-environment-27538721https://k9densolutions.com/History_of_Dog_Training.htmlhttp://www.awbi.org/?q=node/2


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APPENDICES

APPENDIX 1

This is the village of Suryanelli where CCC will be set up with a view of the tea

plantations


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This is the village of Suryanelli where CCC will be set up with a view of the tea

plantations


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APPENDIX 2

This dog is suffering from burn wounds. The owner has neglected to change his collar as

he has grown bigger


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APPENDIX 3

This is a photo taken by Avis Lyons from Animal Rescue Kerala of mass killing

APPENDIX 4

One of the Posters I made for phase 1 of the program


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APPENDIX 4TRANSLATION

Section 428.Mischief by killing or maiming animal of the value of ten rupees

-Whoever commits mischief by killing, poisoning, maiming or rendering useless

any animal or animals of the value of ten rupees or upwards, shall bepunished

with imprisonmentof either description for a term which may extend to two

years, or with fine, or with both.

APPENDIX 5

Hindu celebration of the dog


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APPENDIX 6


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APPENDIX 7

The World Veterinary Service team and John Hicks, founder of

International Animal Rescue


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APPENDIX 8

Suspected Canine Rabies

Rabies symptoms in dogs

Aggression

Periods of excitement and

lethargy

Biting inanimate objects

Running for no apparent reason

Change in bark (hoarse)

Excessive salivation

Ataxia

When working with dogs

Wear gloves for handling blood/saliva

Wear eye protection + facemask if

risk of blood/saliva splash

Avoid mouth-to-mouth or mouth-

to-ET tube resuscitation

Restrain potentially aggressive

animals with nets or squeeze cages

cats tosedate before handlin


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Exposure Category II/III

Immediately wash the wound/area thoroughly with

iodine/soapy water for 15minutes

Start post-exposure vaccination course as soon as

possible

Has the individual received pre-exposure vaccination?

No

Post-exposure

vaccination on Day

0, 3, 7, 14 and 28

Category II Category III

Go to hospital for

rabies immune

globulin

Yes

Post-exposurevaccination on Day

0 and Day 3

Types of exposure:

Category Itouching or feeding animals, licks on the skin

Category IInibbles of uncovered skin, minor scratches or abrasions without bleeding, licks on

broken skin, needle sticks/sharps injuries

Category IIIsingle or multiple transdermal bites or scratches, contamination of mucous

membrane with saliva from licks

Following exposure:

NO ONE IS TO RECEIVE AbhyaRab VACCINE(manufactured by Human BiologicalInstitute)


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APPENDIX 9

Record GPS of every dog vaccinated

Record basic information for each dog

Sex

Ownership

Approximate age(puppy/adult)

Neuter status

Health status

This information is used to Measure the activity

of Mission Rabies &learn more about the dog

population.

All vaccination teams will record field data in this

EpiCollect project:

You will need to make sure it is selected before

starting data collection


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Hint: speed up data entry using the copy and paste

function in your smart phone for the Ward field. Copy

the Ward in your first entry and then paste it into

subsequent entries.

At the end of the form tap store

save the record

From here options will appear to

another entry or return to the m

screen


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Go to the List entries screen

Tap Send Data to Remote Server(s)

Records should be synchronised at the end of the dayor on your lunch break

Connect once you have access to WiFi.

This can take several minutes


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APPENDIX 10

BP Body 2014 Final Soft Copy

Documents

Transcript of BP Body 2014 Final Soft Copy