NSS: Not just nerdy stats but a data arsenal for business and policy
How many people actually know about the NSS?: While everyone knows about the Census, the NSS seems to be largely mentioned only in circles of statisticians and researchers, and we hear of it when reports are released or when the veracity of public data-sets is questioned. More than the data itself, let me draw attention to the NSS region framework that rarely gets discussed.
Since 1950, expert statisticians at the NSSO—now a part of the Ministry of Statistics and Programme Implementation—have worked to arrive at a set of regions based on homogeneity related to agro-climatic conditions, demography, geographical contiguity, etc. This not only provides a meaningful sampling frame for the purpose of surveys, but can be considered for wider use to understand how Indian economic and social life is organized..
Which begs the question that when so much thought (and investment) has gone into developing this, why is it relegated purely to the realm of statistics and reports? Let’s make the best use of what NSS has to offer: I propose that we extend the application of the NSS framework and actively use it for business growth, strategic planning and government policies. Let me dispel the notion that NSS is for geeks.
For example, businesses should consider organizing sales teams with the NSS lens and carrying out reviews at that level (a scientifically defined cluster of districts), especially for products and services that have significant consumer penetration at the sub-state level. Companies like Unilever and other FMCG majors have benefited from designing robust regional strategies based on slicing the market in ways that drive sales in a more focused manner.
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