Agneepath Scheme: Right Intent, Right Idea, Poor Positioning

 For leaders and policymakers, developing good ideas is essential, but effectively marketing and positioning those ideas is even more critical. Every idea has limitations, and it is vital to understand what to communicate and emphasize. Proper communication and marketing ensure awareness, engagement, and adoption by clearly conveying the benefits, building trust, and differentiating ideas in a crowded landscape. Effective positioning highlights the unique advantages and relevance, ensuring the idea resonates with the intended audience.

The ruling party in India, the Bharatiya Janata Party (BJP), is reasonably good at generating sound ideas. Many of their schemes, policies, and initiatives demonstrate vision and good intent. However, these ideas often face rejection or public backlash due to inadequate communication, marketing, or positioning. For example, the Farm Bill introduced in 2020 aimed to benefit farmers by increasing their earnings. Nevertheless, the lack of clarity and effective marketing allowed opposition and vested interests to incite massive protests, ultimately resulting in the bill's rollback.

Another example, a hot topic, is the Agneepath Scheme, which in a nutshell is a recruitment scheme for the Indian Armed Forces. It involves recruiting young people, called Agniveers, for a four-year tenure. After this period, a portion of Agniveers may be offered permanent commission, while others will leave with a severance package and skills training. The scheme aims to reduce the average age of the armed forces and provide youth with disciplined training and experience.

The Agneepath scheme has several drivers and benefits. It aims to create a younger and fitter force, as a youthful workforce brings more physical agility and adaptability. Enhancing the Indian Armed Forces' youthful profile ensures maximum risk-taking and effectiveness in battle. The scheme also focuses on skill development, with Agniveers gaining discipline, teamwork, and technical skills. Additionally, reducing the average age of soldiers significantly lowers the pension burden. Agniveers not retained after their service will benefit from practical military experience, discipline, and skills, along with a financial cushion of Rs 12 lakhs to start businesses or further their education. This scheme presents a unique opportunity for young people to serve their country and support nation-building, creating an energetic profile for the armed forces.

However, the scheme has some implementation issues and limitations. It would have benefited from a smaller-scale pilot before full implementation. Moreover, the current form is more suitable for the Army and less for the Navy and Air Force, where longer training durations are required. Concerns about job security and the impact on military ethos also arise, as a shorter service period might hinder the development of a strong military culture and camaraderie. While the scheme has its pros and cons, analysis and discussions with military personnel and experts suggest it is indeed a step in the right direction. It is a 'work-in-progress' and not a finished product yet. There is significant scope for improvement, which the central government acknowledges and is open to addressing. Various state governments are also introducing related schemes to help Agniveers find suitable employment opportunities after their service.

The focus here is not to debate the efficacy, implementation, or limitations of the Agneepath scheme but to discuss whether the scheme was properly marketed and positioned. I feel that the scheme could have been positioned differently and effectively.

India is grappling with a significant unemployment crisis, with the youth unemployment rate being alarming. According to the latest data from the Centre for Monitoring Indian Economy (CMIE), an independent think tank, the unemployment rate in India stood at 9.2 percent in June 2024, a sharp increase from 7 percent in May 2024. This issue necessitates focused government interventions, skill development initiatives, and job creation to address the pressing challenge of unemployment. The issue of unemployment is being heavily discussed in parliament, public forums, social media, living rooms and is a key grievance against the current government.

On a separate note, I believe that the current government did not create the issue of unemployment; rather, it is the result of decades of negligence and a lack of vision and initiatives. Unemployment is more of a ‘by-product’ stemming from challenges such as uncontrolled population growth, high illiteracy, and a significantly inadequate education system at the grassroots level. While there are thousands of public and private schools, are we really preparing our children for the current and future requirements? The answer is a big no. Companies hire and then invest considerable time, resources, and effort in training new hires because they are often not sufficiently prepared to hit the ground running. A young individual with a degree but inadequate skills lacks employability.

While the current government inherited the unemployment problem, it is accountable for addressing it. It is another point that they are also not doing much to solve the root causes of the unemployment issue, so it serves them right!!

The Agneepath scheme, amid this backdrop, could have been positioned as a powerful tool for job creation. Instead of focusing on cost-cutting and demographic changes within the armed forces, the scheme should have been primarily positioned as an employment scheme with relaxed selection criteria, guaranteed employment for four years, along with a monetary benefit at the end and potential for future re-employment. That’s it. Plain, simple and effective. It would have resonated strongly with the target audience. This approach would have aligned with the nation's pressing need for job creation and could have mitigated some of the initial public resistance. Proper positioning of government initiatives is crucial in addressing complex societal challenges like unemployment.

Hopefully, some lessons have been learnt by the government and the bosses and in future, they would ‘read the room’!!