Last Updated:  26/01/2021

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Project Pitch By: GRAMA

 

Proposed Project Title


GRAMODYOG - Empowering women

 

Thematic Area

Gender equality, women empowerment , senior citizens and economically backward groups

Sub Thematic Area

Women Empowerment

Project Synopsis

Rural women need to have a stable income to be able to sustain themselves. A stable income by working at home is extremely important. Most of the women have an interest in tailoring. In addition, almost everyone knew cooking and making doormats, papads, pickles, and decorative items. They do all these from their home and were ready to scale it up if GRAMA assured them of stable incomes. They were ready to undergo training provided they got work jobs later on a regular basis. GRAMA Team has set up a Production Hub in Chitradurga in the hope of scaling it up in the future to help women earn their livelihood, and thus empower them. The project has a great potential to scale up if support is provided for branding and marketing.
 
 
 

Overview of the Proposed Project

Estimated Budget
INR 1.0 Cr - INR 5.0 Cr
Proposed Location
Challakere Taluk, Molakalmur Taluk, Chitradurga Kasaba Taluk

Key Project Partners
NGOs,Gram Panchayat

Project Status
Already Implemented-Replicable
 

Facts

Beneficiary Type (Primary): Women
Beneficiary Type (Secondary): Children
Estimated No. of Beneficiaries: 3000 - 10000 Individuals
Status of Baseline Survey: Already Done
 
 
 

Proposed Project Description

Introduction

Grameena Abhivruddi Mathu Adhyayana Kendra (GRAMA) since its inception in 1989, has been into the development sector, and more specifically into women empowerment and alleviation of poverty from rural areas. The major strength of GRAMA lies in building people’s institutions in both informal and formal forms, like Self-help Groups. GRAMA’s mission is to create a sustainable and replicable model for the establishment of a production hub in the Chitradurga district of Karnataka. Identifying the products, training the women to enable them to produce them, develop an entire value chain for the product, finding the right market, along with devising an end-to-end marketing strategy for the products to enter into those markets.

 

Several field visits and interactions with SHG women from different areas within Chitradurga with different skills could gauge the perception of those SHG women. A survey for SHG women to find out their interests, skills and willingness to receive training and studied the topography, demography and socio-economic conditions of Chitradurga to establish the Production hub. The key challenge lied in the identification of the right market and building a brand for GRAMA that could be trusted by people. Most of the women are interested in tailoring and knew cooking. These women are ready to undergo training to learn new things but are not ready to step outside their homes for work. Also, even after training, the women lacked perfection and finishing. However, on deep-diving it was discovered that it wasn’t due to lack of skills, but due to lack of motivation and stakes involved in the process.

 

A 5-year plan to train the women in three things, delivering petticoat as a service (cutting, stitching and packing), making doormats and onion powder. They further plan to establish GRAMA as a brand through various initiatives that bring out the social impact it is creating along with the functional benefit of the product. Some major marketing strategies include packaging petticoats in bags with GRAMA logo on it, along with a one-page GRAMA Story folded inside every petticoat. The second is selling onion powder in jars with GRAMA logo and a brief story pasted on it. Through the initial 3 years, they plan to sell these products in urban areas through exhibitions, art festivals, door-to-door marketing and collaboration with various third parties. In year 4, they plan to take GRAMA online, on various e-commerce websites. Further, a page on the official GRAMA website where they would publicize about the Production hub – ‘GRAMODYOG’. In addition to the 5-year plan, other products that GRAMA could take up as a part of its Production Hub and would also help GRAMA to enter into international markets.

 

The primary objective of the project is to convert every rural house in Chitradurga into a production hub by creating livelihood for rural women at the comfort of their homes, thereby empowering them. GRAMA aims to develop a sustainable and replicable business model to establish a production hub in Chitradurga District, with various products that could be made by the rural women from their respective homes.

 

The key stakeholders involved in the project are:

  • 37000+ SHG members in the project area
  • Staff of GRAMA
  • Training personnel
  • Suppliers of raw materials
  • Middlemen involved in the distribution channel
  • Salespeople
  • Customers and Consumers

 

GRAMODYOG- Project specific special features:

Rural women need to have a stable income by working from home to be able to sustain themselves and most of them have an interest in tailoring. In addition, almost everyone knew cooking and making doormats, papads, pickles and decorative items. They produce all these from their home and were ready to scale it up if GRAMA assured them of stable incomes. They were ready to undergo training provided they get work later on a regular basis. GRAMA Team has set up a Production Hub in Chitradurga in the hope of scaling it up in the future to help women earn their livelihood, and thus empower them. The project has a great potential to scale up if support is provided for branding and marketing.

 
 

Salient Features

  1. Empowering Women
  2. Establishing a Production Hub
  3. Women working from the comfort of their homes
 

About GRAMA

Grameena Abhivruddi Mathu Adhyayana Kendra, better known by its acronym GRAMA, is a not-for-profit Non-governmental Organisation (NGO) working in the development sector since its inception in 1989. GRAMA was registered under the Indian Trust Act, 1882 on 12th July 1989 (No.29/89 dated 12.07.1989). GRAMA, which means ‘village’ in Kannada, has concentrated on the empowerment of rural women and the structural alleviation of poverty in rural areas of Chitradurga and Tumkur districts in Karnataka. GRAMA’s core strength is building People’s Institutions including Self-Help Groups (SHGs), Tank Users Groups (TUGs), Village Watershed Management Committees, Village Farmers Committees, etc. to enable informal and self-sustainable institutions with active participation of womenfolk.

 

GRAMA is present and active in several villages in Chitradurga district in the State of Karnataka. GRAMA is executing various projects funded by different agencies. These are mainly on Natural Resource Management including NABARD Watershed Project, Sujala-2 RIDF (funded by NABARD based on the guidelines of World Bank-funded Sujala-1), Organic Farming, etc. It continues to focus on Institution Building, which is GRAMA’s core competency. Informal schooling, Microfinance, Capacity building and research activities relating to Dry Land Development are other major activities.

 
 

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