To overcome the problem of lack of funds and to share the development efforts of the city with various companies, the Municipal Corporation Department (MCD) of the Delhi government has hit upon a novel scheme to involve corporates in the development of the city. The downside, though, is that the scheme, which was mooted in May this year, has already run into some delays as the respective MoUs with interested corporates have not been finalised. Nevertheless, MCD sourcesmaintain that the programme is more or less on track and people will soon be witnessing major changes around the city.

Says MCD commissioner V K Duggal, ``The programme, to be formally launched in November, has been designed to enlist participation from public and private sectors, NGOs and registered societies. MCD is already involved in various public activities at the cutting edge or the grassroot level. The corporates can play a financial and motivational role. We expect capital inputs from the corporates, while the NGOs can look at the motivational aspect. The management of the programme will be under the common supervision of the area counsellor, representative of the company and a senior officer of the corporation. The overall idea is to make Delhi a better place.''

MCD has identified five areas where the corporates can help. These include 1,700 primary schools, 12,000 public parks, 260 community halls, 300 health centres, dispensaries and JJ clusters. To inform corporates about the programme, MCDcarried out an extensive campaign in July through the newspapers. The MoUs with shortlisted companies are expected to be signed in October. On the response to the programme, Duggal reveals, ``So far, we have received 150 responses out of which 25 are serious ones and worth our while.

These are from Coca-Cola, ONGC, State Bank of India, Maruti Udyog Ltd, MTNL and Bharti Telecom. The initial MoUs will be for a period of three years. The companies will have a choice of what they want to do and where, but we would like them to spread all over the city rather than concentrate on prime areas.''

Commenting on the programme, a Coca-Cola spokesperson says, ``We are always interested in such projects. At present, we are maintaining a roundabout at Bhikaji Cama Place in South Delhi.''

Duggal stresses that the programme will be of immense benefit to the participating companies. He says, ``If a soft drink company takes up the development of primary schools, it instantly has access to nine lakh potential consumers --that is the schoolchildren. "Also, apart from conveying a message of good corporate citizenship, they will be able to advertise their products. This is all the more important as the Supreme Court has banned hoardings along the roads.''

Several companies have also voluntarily taken up such programmes. For instance, on August 15 this year, the then minister for transport and excise, Rajendra Gupta, inaugurated McDonald's Model Children's Park at Greater Kailash. Heralding the initiative were children who participated in a theme-based art competition organised by McDonald's. This particular project aims to restructure, design and beautify the public park and in turn create a good, clean play area for children and a friendly meeting place for other residents of the locality.

Says Vikram Bakshi, managing director, McDonald's Family Restaurants, ``Wherever McDonald's goes, it becomes part of the community in which it operates. This project is very close to our heart. Besides giving us an opportunity to giveback something to the residents of Delhi, it supports the government's efforts towards a cleaner Delhi.''

Restoration and beautification of the park is well underway. A play ground has been designed, which will soon be furnished with some exciting games for children. McDonald's has also put up many educational messages in the park such as: `Walking does your heart good'; `Safe kids do not talk to people they do not know'; `Water is precious, do not waste it', etc. Similarly, American Express has taken up another park in the GK area.

Duggal claims that such a project has not been tried elsewhere in the country so far and will be a model for other cities to follow. On the kind of investment from the corporates he hopes to attract, he says, ``We have not yet decided on a figure. We will talk to the interested companies and the investment to beautify Delhi may well run into several crores.''

The synergy with MCD gives the corporates a platform to justify their claims that they are good corporate citizensand effectively channelise their resources. It remains to be seen whether the project brings about a significant change in Delhi or remains another file on MCD's shelves.