Market Research Study

 (via DevNetJobsIndia)
Position Type: 
Organization Type: 
NGO/Civil Society
Experience Level: 
Not Specified


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WaterAid India - Introduction:

Established in 1981, WaterAid (WAI) has been working in India since 1986 to promote access to safe water and sanitation in both rural and urban areas. WaterAid’s presence in India is national in scope, with districtwide interventions in  39 districts from 13 states. While WAI’s goal is universal access to WASH, we work from the location of the excluded and most marginalized communities. WAI works on drinking water security, WASH in Health and Nutrition, WASH in Schools, Climate Change & Disaster Risk Reduction and Rural and Urban WASH. WAI’s country office is located in Delhi. Each region is managed through a Regional Office (RO): RO-North based in Lucknow manages programs in Uttar Pradesh, Bihar Rajasthan; RO-East based in Bhubaneshwar manages programs in Odisha and Jharkhand; RO-South based in Hyderabad manages Karnataka, Tamil Nadu, Andhra Pradesh, Telangana; RO- West based in Bhopal manages Madhya Pradesh and Chhattisgarh.

WaterAid India, is a full time member of the WaterAid International confederation which has its operations in 38 countries worldwide, transforming millions of lives every year with safe water, sanitation and hygiene. In India, WaterAid is registered as Jal Seva Charitable Foundation (JSCF), a section 25 company, having a full time board with eminent personalities guiding its operations!

In the year 2017-18, we reached 2,09,971 people with water, 4,74,910 people with sanitation and 4, 27,093 people with hygiene in our intervention.

Need for conducting market research:

The aim of the organisation is to establish brand WaterAid India in the sector and Indian market as a leader in WASH through effective brand awareness and communication mediums, to transform the lives of the poorest and most marginalised by improving their access to safe water, sanitation and hygiene and to become an NGO of choice in the Indian market.

The broad business plan of the Resource Mobilisation team covers 3 fundraising verticals: Corporate partnerships, Institutional partnerships and Individual partnerships & Mass Engagement. Therefore, in order to achieve the above-mentioned objectives, the organisation is seeking to undertake a detailed market study on the fundraising landscape in India.

Objectives of the market study:

  • Universe mapping of CSR trends, detailed market studies on Corporate Social Responsibility, Institutional agencies (bilateral and multi-lateral agencies, large foundations) and Individual givers in India.
  • Target market identification - Identify immediate/potential opportunities for strategic and project partnerships as well as emerging trends.  
  • Market segmentation
  • Enable WaterAid to effectively reach out to the masses to raise awareness & funds
  • Identification of the existing and emerging class of donors and partners with whom WaterAid may engage with for the purpose of its mission
  • To feed into the development of a medium to long term fundraising strategy
  • Equip WA with a better understanding of the drivers of engagement with NGOs working in the WASH sector in COUNTRY
  • Identify key sectors WaterAid should prioritise it’s engagement efforts in order to develop transformational partnerships


Market research study shall majorly include below mentioned points:

1. Corporate Social responsibility:

  • Provide a map of private sector companies and foundations with private sector affiliation with strong interest and (or) investments in WASH projects.
  • Market Size of the CSR – information basis the secondary data from credible sources
  • Trends on CSR Spending (Domestic under the CSR law and Global companies investing in India CSR which does not fall under the purview of the companies act under Indian law) - Geographical distribution of spends, Thematic area wise spends (Water, Sanitation, Health, Education, Nutrition etc.), - Present and future trends
  • Identify emerging trends in the private sector in WASH space (urban and rural), and identify key sectors in which WaterAid need to focus it’s engagement strategy
  • Universe mapping and Segmentation of top Indian and Global corporates including investments being done by the foundations/corporate registered abroad of the MNC present in India and their qualitative and quantitative analysis covering;
    • Geographical presence (state wise),
    • Thematic focus and causes undertaken,
    • Sector/ Industry wise preferences of thematic areas/ geographies
    • CSR spending patterns
    • Competition benchmarking other NGOs/INGOs
    • Competition benchmarking of other WASH sector NGO’s working in India

a. Type of donors supporting these in CSR

b. Type and duration and geography of Projects being supported by CSR in WASH for these INGO’s/NGO’s

c. Type and Scale of employee engagement/volunteering/employee giving programs.

d. YOY growth in corporate fundraising and corporate vertical organogram

  • Universe mapping of key Companies with data cuts – having origin/ HQ in Japan, US, UK, Sweden, Australia, Canada, France, Spain but based in India and there CSR Investments with geography and WASH spending of this investment in India
  • List of emerging third party entities/consultancies in the CSR space: E.g. Big Fours , CAF, Samhita, DASRA etc. and also in case there are consulting agencies which help in matching corporates an NGO’s for projects .
  • Universe mapping of Top companies who are promoting giving culture in their employees and adopted Payroll Giving and are involved in some Cause Related Marketing events. (Type of projects and type of corporates which are active in employee Giving and volunteer programs)
  • Emerging SME, MSME trends on CSR giving
  • Integration of SDGs, Sustainability and GRI in CSR – its trends
  • Identify private sector donors with strong alignment in terms of marketing, supply chain and sustainability, with a capacity to support our resource mobilisation strategy to a level of XXX/year minimum
  • Provide contacts of focal persons within the companies and foundations.
  • Provide a list and descriptions of the projects they are funding presently and those funded in the past.
  • Suggest engagement approach for the top XX prospects with a detailed profile of each.
  • A report of findings and recommendations
  • Recommendations and follow-up action plans
  • A summary power point presentation to be used for debriefing senior management team and WAI staff

CSR thematic focus of these corporates should be:

  • Water Focussed
  • Sanitation
  • Health (preventive and primary)
  • Rural Development
  • Environment Sustainability

2. Institutional Segment:

  • Overview of institutional funding in India in past 2 years and expected future trends
  • Identify and create a database of top Indian and International Foundations/Trusts (McArthur, Tata Trust, Silicon Valley Foundation, Ford Foundation, Rockefeller foundation etc.) Supporting WASH, Public Health and Nutrition initiatives in India (minimum 30). Database to include annual budgets, funding trends (solicited/unsolicited, thematic focus areas for funding, 5-year projection plan, fund % allocation for respective theme.
  • Analysis of top 15 institutional donors (bi-lateral and multilateral UNDP, EU, World Bank, USAID, BMGF, GATES, GIZ etc.) and their current funding strategy and focus with details on yearly spent across in India, 5 year projection plan, key focus area, key thematic area, WASH representative of the organisation, key point person, different engagement ways, etc.
  • Analysis of WASH institutional funding in India in past 2 years

3. Individual Giving/ Mass Engagement:

  • Market mapping to identify the different tradition of giving eco system in India. (e. g. %age of population is into religious giving)
  • Demographics of emerging India on socio-eco front.
    • New cities with airport
    • emerging cities on philanthropy
    • Highest concentration of luxury apt
    • Premium schools
    • Premium events
  • Which cities have highest giving trends A towns, B & C towns.
  • Which age groups (gender wise) have giving trends
  • Preferences – What age people start to give, preferred way to give (One Time giving/ Regular giving on monthly basis)
  • Cause preferences – age band wise
  • What %ge of income are preferred to be given
  • Comparison of – faith based giving Vs structured giving to developmental organisation/ charities
  • Perception and Preferences of structured giving – International charities Vs grass root level organisations
  • Perception and preference – role of communication language in decision making to give – communication in English Vs in vernacular language
  • Analysis of the cities in India with respect to the following:
    • Socio-Economic analysis of market in top 25 towns (Metros and A & B towns) - market segmentation with Affluent, Middle Class, lower middle class, emerging upper class, etc. in backdrop of giving preferences
    • The richest cities on socio-economic scale with regard to per capita income  
    • The cities (including smart cities) expected to be the fastest growing over next 5 years
    • Identifying the most charitable cities on giving scale
    • Cities with emerging prosperity indexes – Airports, Industrial townships, concentration of B, C and Luxury segment of cars, real estate prices, Malls, Hotels, Schools etc.
    • Research of Industry specific cities in India. (For e.g. Surat- city is a place for large Diamond business group), Ludhiana- large number of people have premium cars collection, Hyderabad- Merc/premium cars, Bhopal- retd. Service/bureaucrats class living there)
  • Structure of IFR (Individual Fundraising) across various organisations in the country: ways of raising
  • Most charitable communities in India (geography and profession wise e.g. Surat, diamond merchants etc.)
  • Emerging trends of Major Donors/ Structured philanthropy – ways of giving and preferences reflected by UHNI’s/ HNI’s (High network individuals) - projections on way forward
  • CEOs in cities
  • Dissection of top cities on the basis of: Income levels, Age brackets, employment, corporate jobs
  • Database of prominent clubs in major metropolitan cities like Lions Club, Rotary club, Gymkhana, etc. where we can organise fundraising and brand building events, for instance: Daan Utsav, Giving Tuesday, Giving Religious occasion, etc.
  • Channels used for online donations in India. Similar Portals/Platform like Give India/ Global Giving, etc. to be identified where we can target individual donors.
  • Digital Giving and Mobile platforms (like mobile wallets, Mobile Application etc.) on giving – Research on emerging ways of giving and how such platforms can be leveraged further Competition analysis in terms of digital performance.
  • Trends on diaspora funding across globe supporting charity. (e.g. - India community in Silicon Valley, Indian in Gulf countries, Huge presence of Indian in South east Asia, Indians in Singapore, etc.).
  • Research and SWOT analysis on Emerging trends on non-traditional ways of giving – Schools, e-com platforms, hotel chains, Doctors/ Hospitals, Financial planners/ CAs etc.
  • Innovative ways of employee engagement and Cause related marketing
  • Research on agencies involved in large scale events (Events based philanthropy).
  • Statistical Analysis on advantages/ disadvantages of having a constituency of volunteers/ cause supporters to mobilise issues through their non-financial contributions Vs having only binary option to support through donations

Submission of Proposals

You are requested to submit proposal for the same in PDF file format by 03 March 2019.

Please send your complete proposal along with all terms and conditions to   with subject line Proposal for Market Research Study. 

Job Email id: WAIP2PDelhi(at)