PCRA: Targeting New Groups To Create A National Movement

New Delhi: | Updated: Jan 30 2003, 05:30am hrs
The Petroleum Conservation Research Association (PCRA) is this year specifically targeting women and children to carry forward the message of conservation in its effort to convert it into a national movement. In order to enlist the support of women it is for the first time conducting a two-wheeler rally for women across six cities during its annual Oil Conservation Fortnight (OCF), which is currently on.

PCRA is also increasing its thrust on childrens activities right up to college level, with the setting up of Energy Conservation Clubs, a special monthly magazine Sanrakshan, educational literature in regional languages and increased participation in group activities. From May it will air a TV serial for kids. It currently runs a programme Boond Boond Ki Baat on the FM channel in Delhi, with a special section for kids.

The idea is to enlist childrens participation in the movement at an early age, says PCRA executive director Leena Mehandale.

Other activities during this years OCF will include a Haasya Kavi Sammelan, quizzes and competitions for kids, consumer awareness meets and driver training programmes.

PCRA is spending Rs 12 crore of its total Rs 22 crore budget on mass communication to educate various groups (industrial, domestic, transport and agriculture) on the need to conserve petroleum products and minimise air pollution by efficient use. Says Ms Mehandale,Communication is vital for us to achieve our target of conservation, which is the corporate mandate for PCRA. To get its message across to the target audience in semi-urban and rural areas, it conducts seminars, consumer and technical meets, workshops, clinics, van publicity, exhibitions and demonstrations of conservation techniques, besides promoting the sale of fuel efficient domestic appliances. It also conducts industrial training programmes, industrial meets and intensive programmes in industrial townships.

Besides its on-going activities, the newer areas PCRA plans to look at include urban planning in areas like solid waste management and alternate energy sources. It will also explore how to commercialise its R&D efforts, by exploiting its expertise in products and appliances. PCRA spends Rs 2 crore on its R&D activity. Some of its important R&D projects in the past include the introduction of the Nutan stove, offset burner, kerosene vapour recovery in the textile industry and furnace redesign for steel rolling mills.

Another major area of strength for us is the energy audits we conduct across industries, like processing, textiles, engineering, food processing and pharmaceuticals among others. This is a vital link in the energy management chain as it gives us insights into the energy utilisation patterns within organisations, says Ms Mehandale.