Winning the Hearts (ePub)

Of the 223 slums of Delhi, very few residents availed electricity legally.
The only resort was to win their hearts. This alone could make them register for legitimate electric connections and pay their dues. It was time for innovation to replace the conventional methods as Tata Power Delhi Distribution Limited embraced ways to empower the slum dwellers and improve their lives. In return, it would win their trust and loyalty.

After successfully taming the other sets of subscribers, the giant electricity distributor had finally looked upon the small yet significant consumer base - the slum residents. The people at the bottom of the pyramid were most difficult to overcome. All good-old strategies had failed.

Would Tata Power Delhi Distribution Limited succeed in reducing its losses from this impoverished segment? What would it do to penetrate into this section? Unfold their journey of challenges and achievements as you flip through the pages of this book.

Initiatives Implemented Successfully

Post privatization; A different approach
Slum cluster - third and toughest segment of consumers
SCG - An innovative business model for Slums
ABHA-Anchors of SCG; Training & Engaging Slum Women
SCG Innovation Council; Slum Women Engaged in Innovation Council
Building the capacity to pay- Skill development; Vocational Training Centers
Shaping up the future of impoverished many through education
Unleashing true potential of the weaker sex- Women Learning Centers
Generation Next in the making- Education initiatives for children and youth
Accidental Insurance Scheme for Slum Consumers
Drug De-addiction Drive
Mission: Efficient Complaint Management by Slum Women
Safety and Energy Conservation Awards for Slum Houses
Sanjeevani - Mobile Medicine Van for Slums
Pay from your homes -Mobile Cash Van at Slums
Celebrating the joy of gifting- Win while you pay for Slum Consumers
RO Plant in Slum Clusters-Clean Water for the Poor
SCG Cultural Club for Slum Talent


What TPDDL has done shows how powerful the impact can be for business and society when a company carefully thinks about uplifting the general living standards of the community it serves. Developing and executing such model is not easy, there are plenty of challenges along the way. It requires technical expertise and a sensitivity to the needs of the client population. It leads to the construction of a community led business model. It results in the creation of innovative social agents like the "Abha" network. It is hard work but when done well, the rewards are a win for the community and for the business as well. There are so many lessons to be learned from the work of Tata Power DDL in Winning the Heart to Improve the Life of Socially Deprived.