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ITC Ltd has entered into an agreement with the Swarna Andhra P4 Foundation to adopt 100 villages across nine districts of Andhra Pradesh for integrated rural development. Under the initiative, 15 villages will be developed as P4 Lighthouse Villages to serve as models that can be replicated elsewhere in the state. The programme will focus on livelihood improvement, economic empowerment of Bangaru Kutumbalu and areas such as agriculture, skill development, women’s empowerment, water security, education and waste management. The initiative is linked to Andhra Pradesh’s Swarna Andhra@2047 vision and the Zero Poverty P4 programme.
ITC Ltd has signed an agreement with the Swarna Andhra P4 Foundation (SAPF) to adopt 100 villages across nine districts of Andhra Pradesh as part of efforts to support integrated rural development in the state.
Under the agreement, the selected villages will receive interventions aimed at improving livelihoods, strengthening local economies and addressing key development needs. Of the 100 villages, 15 will be developed as P4 Lighthouse Villages. These villages are expected to serve as demonstration models for integrated rural development and provide a framework that can be replicated in other parts of Andhra Pradesh.
The initiative is being aligned with the state government’s vision of Swarna Andhra@2047. ITC and SAPF are working towards a strategic partnership under the Zero Poverty P4, or Public Private People Partnership, initiative, with the objective of supporting inclusive rural development.
ITC will support livelihood enhancement and economic empowerment of families identified under the programme as Bangaru Kutumbalu, or golden families. The partnership will also focus on integrated development interventions at the village level rather than limiting the programme to a single sector.
The programme will facilitate convergence with existing government welfare schemes and cover areas including agriculture, skill development, women’s empowerment, water security, education and waste management. The convergence approach is intended to bring together government support and private-sector participation for the targeted villages.
The P4 initiative is a zero-poverty programme launched by Andhra Pradesh Chief Minister N Chandrababu Naidu. It follows a mentoring-based model in which financially better-off individuals who volunteer to support economically weaker families are referred to as margadarsis, or mentors.
Families receiving support under the programme are referred to as Bangaru Kutumbalu. The P4 model envisages the top 10 per cent of society adopting and mentoring families among the bottom 20 per cent, with the stated objective of helping them move out of poverty.
The partnership with ITC expands the role of private-sector participation within this model, particularly in areas linked to livelihoods and village-level economic development. The proposed Lighthouse Villages will also provide an opportunity to test and demonstrate how multiple interventions can be brought together before similar approaches are extended to other villages.
Source PTI
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