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Last year, Bain & Company published its second annual India Philanthropy Report,
which continued to stimulate much public debate. Our 2011 report found a
significant rise in private donations to philanthropic causes. The findings showed
that such donations increased by 50% between 2006 and 2011, documenting a
hopeful trend.
This year, we provide a deeper analysis of some of the newer trends that are
contributing to this ongoing rise. To gain insight, we conducted our largest survey of
India’s wealthy individuals to date, polling almost 400 high-net-worth individuals
(HNWIs *) and emerging HNWIs in Delhi, Mumbai, Hyderabad and Pune.
Participants described how much they give, how they give, what causes they support
and their motivation for doing so.
One trend that stands out in their responses is the growing role of young
people—donors under the age of 30—in Indian philanthropy. Within this fastexpanding HNWI class, there is an especially strong commitment to “giving back.”
We believe that facilitating these young donors and their preferred methods of
donating—as well as novice donors of all ages—is crucial to the continued growth of
philanthropy in India.
Too many individuals have been excluded from India’s economic boom over the past
decade—the country is simultaneously home to one of the world’s fastest-growing
HNWI populations and one in three of the world’s malnourished children. We can
not be comfortable with this striking imbalance. i
This year’s report focuses on three objectives:
1. Provide an overview of trends spurring philanthropic growth
2. Analyse two factors at the heart of current and future growth: the rise of young
philanthropists, and a desire across philanthropists of all ages to invest in
education
3. Highlight hurdles to continued growth and outline potential solutions
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in private charitable giving among developing nations, with donations totaling
between 0.3% and 0.4% of GDP.
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is a nascent sector, with enormous room for growth and tremendous promise.
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It is heartening to note that charitable giving has continued to rise over the last twelve
months, with HNWIs donating an increasing proportion of their wealth to charitable
causes. The average contribution was 3.1% of total income in 2011, up from 2.3%
during the previous year.
More than half of HNWIs surveyed expect to boost their donations again this year, a
finding we will explore in more detail later in this report. Although giving is on the
rise, there is significant room for improvement if India is benchmarked against the
US, one of the world’s leaders in private giving, where HNWIs donate 9.1% of their
income on average to charity.
Figure 2: O
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i
s
When compared with US donors, India’s HNWIs are newcomers to philanthropy. ii
Nearly 80% of the HNWIs in our study view themselves as novice donors while 74%
of their counterparts in the US consider themselves experienced. This has profound
implications for the work that nonprofits and others in the field must undertake to
win the confidence and raise the awareness of potential philanthropists in India.
P
a
g
e
2
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a
P
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|
B
a
i
n
&
C
o
m
p
a
n
y
,
I
n
c
.
This country is also home to one of the fastest-growing HNWI populations in the
world. The latest data shows that the demographic group grew by 21% in India
between 2009 and 2010, compared with just 12% in China, 8% in the US and 6% in
Brazil. iii
When we consider both the inexperienced status of existing affluent givers and the
emergence of ever more potential givers, the combined forces are likely to drive the
continued growth of Indian philanthropy. However, this growth is contingent on
organisations demonstrating impact and raising confidence in the returns on giving.
Figure 3: I
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9
8
Although NGOs and grassroots organisations remain top recipients of donations
across all causes, private foundations have experienced an increase in donations over
the last year. With the rise of prominent avenues for giving such as the Azim Premji
Foundation and the Shiv Nadar Foundation, the model for private foundations in
India is gaining traction. iv This trend is similar to the important role they play in the
US.
P
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Figure 4: P
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Wealthy young Indians appear particularly interested in increasing their
philanthropic involvement and represent an important opportunity for future growth.
Some of these young individuals already are part of an established community of
givers—they often are entrepreneurs’ sons and daughters who are taking the helm of
the family business. Others are part of a new wave—they are senior executives at
Indian and multinational firms or self-made entrepreneurs who have benefited from
India’s economic boom.
These “next-generation” donors show greater interest in making donations through
formal channels to established NGOs, rather than giving money to a local religious
institution or setting up their own informal projects as their parents may have done.
Many next-generation donors have been educated overseas and want to adopt
Western practices that favor more structured ways of giving, with a focus on
outcomes, according to Indian philanthropy experts. At the same time, they want to
make those practices relevant to India’s existing strong culture of giving.
As a result, young Indian philanthropists are playing a key—and outspoken—role in
their family’s charitable activities. Among families who participate in philanthropy,
76% have younger relatives who have assumed an active role in choosing charities,
while 69% say young members shape or spearhead the family’s charitable mission.
Our findings show the importance of younger family members in the rise of
philanthropy. India must consider the voice of youth in its efforts to cultivate giving.
Figure 5: Y
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B
a
i
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&
C
o
m
p
a
n
y
,
I
n
c
.
While young philanthropists donate a smaller proportion of their own income to
charitable causes, they are more likely than other age groups to increase their
donations in the coming years. That positions them at the forefront of future growth.
Figure 6: Y
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B
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As their careers progress and their assets grow, young donors are committed to
giving more. Our research shows that 57% of young philanthropists expect to
increase their charitable contributions in 2012, compared with 49% of those over the
age of 30. They also are slightly more interested in making larger donations over the
next five years.
In addition, young HNWIs have a notable interest in venture philanthropy. This
model—similar to the Dasra Giving Circles—involves not only contributing
financially to a nonprofit but also sustaining that investment and setting targets for
the chosen organisation over several years. The aim is to build capabilities for the
nonprofit to significantly enhance outcomes.
P
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B
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.
Figure 7: Y
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8
Across all age groups, charitable projects that address basic needs are the most
popular with donors, in line with our research from last year. Education remained the
top charitable cause but there was also a large jump in support of food and clothing
projects.
Philanthropy has a tremendously important role to play as India struggles to lift
hundreds of millions of people out of poverty. Prime Minister Manmohan Singh
recently called the country’s high child malnutrition rates a national shame, after a
coalition of NGOs issued a report showing that 42% of Indian children under the age
of five were underweight. v
P
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7
I
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|
B
a
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&
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Figure 8: E
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;
B
a
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A
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a
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s
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s
Education is not only a major interest of HNWIs—it is also the focus of several topics
at the 2012 Indian Philanthropy Forum.
P
a
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e
8
I
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d
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a
P
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a
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t
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p
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a
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3
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t
Education projects continue to be the leading recipients of charitable donations in
India. The country’s bleak statistics on education levels, particularly among the
hundreds of millions of Indians living below the poverty line, show that this is an
vi
urgent concern:
•
•
•
20% of India’s poor have no access to education
86% have no access to technical and vocational training
45% drop out of school before eighth grade
Figure 9: I
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a
,
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.
An educated and skilled workforce is critical for India’s continued economic growth,
with services such as outsourcing playing a key role in the economy’s expansion. The
country’s working-age population is expected to increase by 47 million by 2020. If
these workers are properly trained, India could establish itself as a global hub of
human resources. Some estimates suggest that creating a more employable
workforce also could reduce poverty by as much as 70% and increase per capita
vi
income from $1,212 to $4,100 by 2025.
As W.B. Yeats, the Irish poet, said: “Education is not the filling of a pail but the
lighting of a fire.” India needs the fire of an educated population of young people to
move the nation forward.
P
a
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e
9
I
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a
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2
0
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|
B
a
i
n
&
C
o
m
p
a
n
y
,
I
n
c
.
In order to illustrate the major impact that NGOs can have on education, thereby
contributing to the government’s efforts in this area, we looked at a wide range of
NGOS that work across different aspects of the education system. The groups range
from those that provide primary education and free schoolbooks, to those that coordinate vocational training and influence policy.
Figure 10: E
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P
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r
a
The following case studies explore how these different types of education-related
NGOs are having a significant impact on their focus area.
P
r
a
t
h
a
m
Pratham is widely held to be India’s largest NGO in the education sector, in terms of
the number of children assisted. Read India, its flagship program, aims to improve
basic literacy and the mathematical abilities of underprivileged children. In 2011,
Read India worked with nearly 2.4 million children and trained more than 60,000
teachers. Pratham’s work is fundamentally changing education in India. vii
A
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The Azim Premji Foundation, established in 2001, works with state governments to
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reform teaching and testing methods in government schools. Following the charity’s
efforts to promote examination systems that go beyond testing rote learning, at least
eight districts in five states reformed their examinations. The Azim Premji
Foundation also has provided 20,000 schools across 16 states with syllabus-based
viii
multimedia kits that promote computer-assisted learning.
A
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Akshaya Patra is a large NGO with one goal: to provide children with a meal at
school. The charity launched its first program in Bangalore in 2000 and today feeds
lunch to 1.3 million children daily across the country. This simple initiative addresses
two major issues: It boosts school attendance and tackles malnutrition. Akshaya Patra
works with eight state governments to implement its school lunch program and has
inspired other NGOS to launch similar efforts.
M
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Muktangan demonstrates how smaller scale NGOs also can have a significant impact
on their chosen community or city. This project draws women from low-income
communities in Mumbai and trains them as English-medium teachers. Since its
founding in 2003, Muktangan has trained 180 teachers. Following a successful pilot,
the Municipal Corporation of Greater Mumbai asked Muktangan to take on an
additional role and run seven of its schools. The charity is currently responsible for
1,800 students in Mumbai. ix
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Educate Girls strives to tackle gender inequality in schools in Rajasthan. The literacy
rate among women in the state is just 53%, compared with 81% among men. Educate
Girls’ first project in 2008 spanned more than 200 villages in Rajasthan’s Pali
district. Two years later, female students’ school attendance in these areas had risen
dramatically, from 67% to 82%. Rajasthan’s state government has since invited
Educate Girls to work across Pali as well as the Jalore district. x
These are powerful examples of how NGOs are working to improve education in
India. With their discipline and vision, coupled with the backing of generous donors,
NGOs have the ability to change the course of education in our country.
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We expect the level of Indian philanthropy to continue to increase in both the near
and medium term, as more HNWIs learn about and participate in charitable giving
and as novice donors gain confidence. Although obstacles to growth remain, we are
pleased to note that donors’ concerns are gradually waning.
Our research shows that 52% of HNWIs plan to increase their charitable
contributions in 2012, with a significant portion of this group expecting to boost their
donations by 10% or more.
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We also found that a growing number of HNWIs plan to give more in the medium
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jump in just a year. More than a third of those surveyed expect to raise their
donations by at least 20%.
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In order to reach India’s full potential for private charitable giving, it is important to
continue addressing the concerns of both donors and philanthropy experts. All
participants—donors, intermediaries, recipients and regulators—must take action on
these issues.
Philanthropists cite a lack of accountability as the biggest obstacle to giving,
consistent with last year. Many HNWIs feel that there is a lack of easily available
financial information about charitable organisations, leading to concerns about both
inefficiency and misuse of their money. For new donors to increase their
contributions, the need for improved accountability and financial transparency must
be addressed.
However, we are encouraged to see a drop in the number of philanthropists who cite
this issue—53% say a lack of accountability prevents them from giving more,
compared with 70% last year.
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A lack of awareness of different models for charitable giving poses another major
obstacle. In India’s relatively nascent philanthropy sector, existing and potential
donors often do not have enough exposure to the options for giving, ranging from
direct donations to NGOs, to foundations and venture philanthropy schemes. As a
result, some contributors struggle to find a model that suits them. The sector needs
more professional intermediaries, such as consultants or networking groups like
Dasra or GiveIndia, that can guide each donor to the channel that best fits their
interests and needs.
Once again, we’ve seen a decline in the level of concern among HNWIs on lack of
awareness of channels, from 54% last year to 43% this year.
Since launching our groundbreaking India Philanthropy Report in 2010, the first
major report on this sector by any company, Bain has charted the growth of
structured private giving in India. This year, we are encouraged by the emergence of
the next generation of donors, who are even more committed to supporting this
charitable culture as their wealth grows.
India’s community of philanthropists—charitable givers and those with the potential
to give—must strive to build a more fully-developed philanthropy “ecosystem,” one
that provides more sources of information and advice, transparency initiatives and
supportive regulations. There is also a dire need for more professional and welltrained staff members at NGOs, with the ability to deliver improved results in the
field, put donations to effective use and, most critically, track results.
Our most affluent individuals have a strong desire to donate a portion of their wealth
to the hundreds of millions of Indians who lack even the most basic services. We are
only a few steps away from better supporting that need.
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i.
Unicef, “Picture in India: Nutrition,” accessed March 7, 2012,
www.unicef.org/india/children_2356.htm. See also Unicef, The State of the
World’s Children 2011, www.unicef.org/sowc2011/fullreport.php.
ii
Bank of America Merrill Lynch and the Center on Philanthropy at Indiana
University, 2010 Study of High Net Worth Philanthropy, 2010.
iii
Capgemini and Merrill Lynch Global Wealth Management, World Wealth Report
2011, June 2011.
iv
Azim Premji Foundation, www.azimpremjifoundation.org, Shiv Nadar
Foundation, www.shivnadarfoundation.org.
v
Hungama Survey Report, 2011,
http://hungamaforchange.org/HungamaBKDec11LR.pdf. See also ”India
‘shamed’ by child malnutrition, says PM Singh,”BBC, January 10, 2012,
accessed March 7, 2012, www.bbc.co.uk/news/world-asia-india-16481731.
vi
Dasra and Godrej Group, Leveraging the Dividend: Enhancing Employability in
India, 2011, http://dasra.org/pdf/LTD-small-compositve1.pdf.
vii
Pratham, www.pratham.org.
viii Akshaya Patra, www.akshayapatra.org.
ix
Muktangan, http://muktanganedu.org.
x
Educate Girls, http://educategirls.in. See also Indian Census, 2011, provisional
results, accessed March 9, 2012, http://censusindia.gov.in/2011-provresults/prov_data_products__rajasthan.html.
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Bain & Company is a global business consulting firm with offices around the world. It
helps management teams and boards make the big decisions: on strategy, operations,
mergers & acquisitions, technology and organization. Bain was founded in 1973 in
Boston and its consultants have worked with over 4,600 major firms across every sector
globally. Bain consultants measure their success in terms of their clients’ financial
results, focusing on “results, not reports”. In India, Bain has served clients since 1995
and formally opened its consulting office in 2006 in Gurgaon near New Delhi and in
2009 in Mumbai. Its India operations have grown rapidly and it has become one of the
largest business consulting firms in the country. In fact, Bain India is one of the
fastest growing offices within the Bain system of 47 offices across 30 countries.
Bain’s consulting practice in India has worked in over 30 industries, with clients
including large Indian corporates, MNCs and private equity firms. Bain consultants have
worked with firms in sectors ranging from infrastructure to technology to telecom to
financial services to healthcare to consumer products. Their project experience includes
growth strategy, M&A/due diligence, post merger integration, organizational redesign,
market entry and performance improvement. Bain is also the leader in private equity
consulting in India, having worked and reviewed most large private equity deals.
Bain India is also home to the Bain Capability Center, or the BCC, which was set up in
2004 in Gurgaon. The BCC supports Bain case teams across the globe to develop
results-driven strategies, including critical industry or market analyses and competitive
benchmarking.
Bain also believes strongly in supporting the wider community. Bain India formed Bain
Prayas to lead community initiatives, some of which are:
•
•
•
•
Bain has also published widely read philanthropy reports in 2010 & 2011
Collaborating with NGOs such as Pratham and Ummeed to promote child education
Pro bono consulting to foundations like the Clinton Foundation
Bain consultants are working pro-bono with Dasra, a strategic philanthropy
foundation, to help NGOs.
Finally, we take great pride in our track record of employee satisfaction. Bain has been
awarded the title of “Best firm to work for” by Consulting magazine for the 9th straight
year.
The strong growth of the Indian economy makes it an attractive investment destination.
This, combined with the desire of the Indian companies to compete at a global level, will
fuel the strong growth aspirations of our India operations.
www.bain.in
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Arpan Sheth (Partner, Bain India): arpan.sheth@bain.com
Kamil Zaheer (Manager, Marketing and Editorial, Bain India): kamil.zaheer@bain.com
B
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5th Floor, Building 8, Tower A
DLF Cyber City, Phase II
Gurgaon, Haryana, 122 002
India
Tel: +91 124 454 1800
Fax: +91 124 454 1805
www.bain.com
Platina, 2nd floor
Plot No. C-59, G Block
Bandra Kurla Complex, Mumbai, 400051
India
Tel: +91 22 4233 2600
Fax: +91 22 4233 2699
www.bain.com
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This report was prepared by Arpan Sheth, a Mumbai-based Partner with Bain &
Company, India, who leads its Private Equity and Mergers and Acquisitions practices.
The author thanks consultants Akash Bhargava and Ishani Roychowdhury for their
contributions with survey analysis and key insights generation, as well as
Shyamantha Asokan, Elaine Cummings and Maggie Locher for their editorial
support. He also thanks Mukesh Kaura and Sumeet Chopra for their design support.
The author wishes to thank Dasra for helping develop perspectives outlined in this
report.
Dasra is a leading strategic philanthropy foundation in India. It works with
philanthropists and successful social entrepreneurs to bring together knowledge,
funding and people as a catalyst for social change.
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Shared Ambition, True Results
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Bain advises clients on strategy, operations, technology, organization, private equity and mergers and acquisitions. We develop
practical, customized insights that clients act on and transfer skills that make change stick. Founded in 1973, Bain has
47 offices in 30 countries, and our deep expertise and client roster cross every industry and economic sector. Our clients
have outperformed the stock market 4 to 1.
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We believe a consulting firm should be more than an adviser. So we put ourselves in our clients’ shoes, selling outcomes, not
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