E Governance: Role of Digital Marketing

Indian demography has been witnessing phenomenal changes at a great pace. With the technology wave sweeping the country, Indians do not want to be seen as second on any technological service or product front. Surprisingly, the country is lagging behind many countries when it comes to using technology for governance.


The below data shows the two critical rankings, where India must make a mark to justify its E-Governance Stand.


In India, the main thrust for e-Governance was provided by the launching of NICNET in 1987 – the national satellite-based computer network. This was followed by the launch of the District Information System of the National Informatics Centre (DISNIC) programme to computerize all district offices in the country for which free hardware and software was offered to the State Governments. NICNET was extended via the State capitals to all district headquarters by 1990. In the ensuing years, with ongoing computerization, tele-connectivity and internet connectivity established a large number of e-Governance initiatives, both at the Union and State levels.


Types of Government Interaction in e-governance.

  1. G2G: Government to Government
  2. G2C: Government to Citizen 
  3. G2B:Government to Business
  4. G2E: Government to Employee


Government to Citizen (G2C) Initiatives:

  • Computerization of Land Records: In collaboration with NIC. Ensuring that landowners get computerized copies of ownership, crop andtenancy and updated copies of Records of Rights (RoRs) on demand.
  • Bhoomi Project: Online delivery of Land Records. Self-sustainable e-Governance project for the computerized delivery of 20 million rural land records to 6.7 million farmers through 177 Government-owned kiosks in the State of Karnataka.
  • Gyandoot: It is an Intranet-based Government toCitizen (G2C) service delivery initiative. It was initiated in the Dhar district of Madhya Pradesh in January 2000 with the twin objective of providing relevant information to the rural population and acting as an interface between the district administration and the people.
  • Lokvani Project in Uttar Pradesh: Lokvani is a public-private partnership project at Sitapur District in Uttar Pradesh which was initiated in November, 2004. Its objective is to provide a single window, self-sustainable e-Governance solution with regard to handling of grievances, land record maintenance and providing a mixture of essential services.
  • Project FRIENDS in Kerala: FRIENDS (Fast, Reliable, Instant, Efficient Network for the Disbursement of Services) is a Single Window Facility providing citizens the means to pay taxes and other financial dues to the State Government.The services are provided through FRIENDSJanasevana Kendrams located in the district headquarters.
  • e-Mitra Project in Rajasthan:e-Mitra is an integrated project to facilitate the urban and the rural masses with maximum possible services related to different state government departments through Lokmitra-Janmitra Centers/Kiosks.
  • e-Seva (Andhra Pradesh): This project is designed to provide ‘Government toCitizen’ and ‘e-Business toCitizen’ services. The highlight of the eSeva project is that all the services are delivered online to consumers /citizens by connecting them to the respective government departments and providing online information at the point of service delivery.
  • Admission to Professional Colleges – Common Entrance Test (CET)


Government to Business (G2B) Initiatives:

  • e-Procurement Project in Andhra Pradesh and Gujarat:
    To reduce the time and cost of doing business for both vendors and Government.
  • MCA 21: By the Ministry of Corporate Affairs. The project aims at providing easy and secure online access to all registry related services provided by the Union Ministry of Corporate Affairs to corporates and other stakeholders at any time and in a manner that best suits them.


Government to Government (G2G) Initiatives:

  • Khajane Project in Karnataka: It is a comprehensive online treasury computerization project of the Government of Karnataka. The project has resulted in the computerization of the entire treasury related activities of the State Government and the system has the ability to track every activity right from the approval of the State Budget to the point of rendering accounts to the government.
  • SmartGov (Andhra Pradesh): SmartGov has been developed to streamline operations, enhance efficiency through workflow automation and knowledge management for implementation in the Andhra Pradesh Secretariat.


Recent Initiatives

  • Direct Cash transfer : To facilitate disbursements of Government entitlements like NREGA, Social Security pension, Handicapped Old Age Pension etc. of any Central or State Government bodies, using Aadhaar and authentication thereof as supported by UIDAI.
  • Aadhar Enabled Payment system (AEPS) : AEPS is a bank led model which allows online inter-operable financial inclusion transaction through the Business correspondent of any bank using the Aadhaar authentication. This has helped in financial inclusion. The four Aadhaar enabled basic types of banking transactions are as follows:-
    • Balance Enquiry
    • Cash Withdrawal
    • Cash Deposit
    • Aadhaar to Aadhaar Funds Transfer
  • Digital India program : This programme has been envisaged by Department of Electronics and Information Technology (DeitY). The vision of Digital India aims to transform the country into a digitally empowered society and knowledge economy.  The programme will be implemented in phases from the current year till 2018. The Digital India is transformational in nature and would ensure that Government services are available to citizens electronically.  It would also bring in public accountability through mandated delivery of government’s services electronically, a Unique ID and e-Pramaan based on authentic and standard based interoperable and integrated government applications and data basis.
  • MyGov citizen portal : Prime Minister  launched an online platform mygov.nic.in to engage citizens in the task of “good governance” ( surajya ) as he completed 60 days in office on Saturday. MyGov is a technology-driven platform that would provide people with the opportunity to contribute towards good governance.
  • E-Kranti scheme : This is project for linking the internet with remote villages in the country. This scheme will broaden the reach of internet services to the rural areas in the country. The fundamental features of this scheme will be making the records handy to the government with ease. It also includes Expansion of internet and commencement of IT-based jobs in rural areas. It will also boost the use of mobile phones and computers in rural areas. It will also expand the use of IT in agriculture and retail trade too.
  • Digital Cloud for every Indian : Certificates issued by the government — education, residential, medical records, birth certificates, etc. — are to be stored in individual ‘digital lockers’ and a communication protocol established for government departments to access them without physically having to see the hard copy. The purpose of government is that copies of certificates issued by the government itself not to be carried around by people to government offices for various services.



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23 thoughts on “E Governance: Role of Digital Marketing

  1. E governance is really going to be a deal maker for any government. This post highlights its significance well!
    Nice Job….Swapnil

  2. Nice and informative one, everything is getting digitalised these days and Indians have started to understand its importance in e governance as well.

  3. As our prime minister says that technology will be a differentiator in 21st century. Technology brings transparency and accessibility of important reforms going on in country. It also brings inclusivity where more people join hands with government, which is what truely means as a democratic nation. We exercise our democratic powers only once every 5 years which is such a sorry state. These measures help us exercise our democratic powers more often. Also as a tax payer, we have right to information on how government is using our money and resources. In light of all these things, I think technology and digital marketing are very vital to E-Governance and India needs more initiative in this sector.

    1. Well said! Digital Marketing is only going to further assist the government in implementing different social and policy changes! Thanks for your valuable insight!

      1. Thanks for sharing all the various areas in which Digital Marketing is being used for EGovernance!! Another step has been taken by HRD ministry to make sure all NCERT books are available freely. We need our youth to be well educated. Hopefully we will see more such measures in time to come!!

        1. Agree to your comment! Still if we compare India with other developing nations, we will find lot of gap. It will take some massive reforms to compete with other nations. Also transparency and citizen involvement improves with advent of E Governance.

  4. Great to see how government is using digital media to provide better access and service to citizens .

  5. An excellent and informative article.Touched all the key areas of digital marketing.Kudos to the author.

  6. Quite a well-researched and thoughtfully compiled post. However, you might want to earn more credibility by citing some before- and after- key metric figures for each or some of the initiatives mentioned, thus bolstering the impact of, role of, and ease brought about by online media as far as e-governance is concerned.
    Good job on condensing a vast topic into relevant heads! Hope to see more coming from you

    1. Yes, that would have created more visibility on the changes incorporated by the current regime. I would try to include it in next update. Thank you for your review. Thanks Girija!

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