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Embroidery Cluster Development Plan for PUGAL-ADURI
Submitted to:
Industries Department,
Govt. of Rajasthan
Submitted By-Maharana Pratap Adhyayan Evam Jan Kalyan Sansthan, Jaipur
About Maharana Pratap SansthanMaharana Pratap Adhyayan Avam Jan Kalyan Sansthan is working in Rajasthan from 1999 as voluntary organization. Its Head office is Located in Jaipur (Rajasthan), MPS has been registered under Rajasthan Societies Registration Act - 1958.
The organization is endeavoring its efforts for the social and economic upliftment of the poor, downtrodden and weaker sections of the society.
Overall Objectives of MPS
Imparting education to Children of Slum, Organizing Seminar & Workshop, and Coaching Centre for administrative services, and Book Bank for poor students.students.
HIV\AIDS Awareness Programmes, health check-up Camps, Population Control & Family Welfare.
Work on rural development, health, environment, water quality management, watershed management, agriculture, consumer rights and human rights and public welfare activities.
Livelihood promotion, skill development, market development and cluster development.
Work for women development by preserving their rights and ensuring that they get justice and undertake activities regarding education, health and other activities necessary for their self reliance.
Awareness generation on environment protection & pollution control
Sports Activities & Workshop, Yoga & Preksha Dhyan, Cultural activities.
Research & Evaluation especially in tribal area.
Organization’s Major Programs and Activities:
Grassroots Development WorkConducting baseline survey and research studies.Awareness generation and IEC activities. Community organization and promotion of grassroots institutions.Capacity building of targeted community members in management and skill up gradation.Promotion of livelihood opportunities.Health and education.Environment, water harvesting, agriculture development and afforestation.Awareness on HIV-AIDS and sexual health.ASHA Sahyogini Trainings.Rehabilitation of child workers.Rehabilitation of child workers.Promotion of domestic de-fluoridation technique.Total Sanitation Campaign and Swajaldhara.Development and Promotion of Aari-Tari / Zardozi Cluster.
Network with NGOsNetwork partners are RUDA, ARAVALI, SWACHH, CHETNA, CANS, CUTS, VANI, VISTAR, Akhil Rajasthan Upbhokta Sangthan Mahasangh, Manav Sewa Samiti, Nat Samaj Sudhar Samiti
AdvocacyEmpowerment of Women.Human Rights.Consumer ProtectionProtecting the rights of childrenRaising voice for social justice and gender discriminationStudent welfare
Our ongoing activities / projects are as under:
Rajasthan Integrated Fluorosis Management Program (RIFMP), I Phase in 37 villages of District Sikar in association with PHED, Govt. of Rajasthan & UNICEF. Project started in 2006 and will continue for two years.
Rajasthan Integrated Fluorosis Management Program (RIFMP) II Phase is allotted in Jodhpur and Jaipur Circle in association with PHED, Govt. of Rajasthan & UNICEF. Project will start very soon and will continue for two years.
Cluster Development Project (AARI-TARI/ZARDOZI Cluster) in Nayala (Jaipur) in association with Industries Department, Government of Rajasthan. Working with 3500 artisans in Nayala and nearby area. Project started in 2007 and will continue for three years.
Rehabilitation of Child Labor in Jaipur District under National Child Labour Rehabilitation of Child Labor in Jaipur District under National Child Labour Project (NCLP) in association with Ministry of Labor, Govt. of India & ILO. Project started in 2006 and will continue for three years.
Total Sanitation Campaign (TSC) in Amber block of Jaipur district in association with Ministry of Rural Development, Govt. of India; PHED, Govt. of Rajasthan & UNICEF. Project started in 2007 and will continue for three years.
Training of Lady Rural Health Workers (ASHA SAHYOGNI) in 400 Villages of Amber & Bassi block of Jaipur district under the National Rural Health Mission (NRHM) in association with Department of Medical & Health, Govt. of Rajasthan. Project started in 2006 and will continue upto 2011.
Artisans Training Programme in different parts of Rajasthan in technical collaboration with RUDA. Ongoing program.
The organization under takes a number of cultural activities, which includes celebration of Maharana Pratap Jayanti, Debates, Dance & Fancy Dress shows, Mehandi & Rangoli Competetion etc.
Aari-Tari / Zardozi Cluster Development -
Nayala
Our Achievements are as under
Establishment of artisan assistance centre at Nayala
Baseline survey and IEC activities
Organization of 6 motivation seminars
Organization of 2 follow up seminars
Formation and strengthening of 7 cluster Formation and strengthening of 7 cluster development groups
Identification and selection of master craftsmen for skill development and design development trainings
Organization of skill development trainings – 1 training completed and 3 trainings are on going.
Preparing for conducting design development training of the first batch
Participation in fairs and exhibitions at state level and national level.
Manpower
The manpower available is as under:
Number of Full Time Staff: 37
Number of Professionals: 13
Number of Social Scientist: 8Number of Social Scientist: 8
Number of Community Organizers: 18
Number of Graduates: 27
Number of Women Workers: 15
Financial Status
S. No. Financial Year Turn Over.
(in rupees)
1. 2006 – 07 2728275.95
2. 2005 – 06 1055576.002. 2005 – 06 1055576.00
3. 2004 – 05
Total
1018746.00
4802597.95
Major Partners / Associates
Ministry of HRD, GoI
Ministry of Labor, GoI
UNICEF
International Labor OrganizationInternational Labor Organization
PHED, GoR
Deptt. of Industries, GoR
Deptt. of Medical and Health, GoR
Deptt. of Rural Development, GoR
RUDA, GoR
Cluster- At a GlanceData source- According to the DIC, Rajasthan
No. of artisans in Pugal – Aduri cluster- 2230 Approx.
Average income of skilled artisan- Rs. 15-25 per day
Average number of working days per month – 20-25 days
Working hour per day- 6-8 hoursWorking hour per day- 6-8 hours
Educational status of artisans on an average- Illiterate to 12th
Average total production per annum- 1 to 1.20 lacks pieces approx.
Average turn over per year – Rs. 70 lacks approx.
Embroidery – an Art
Pugal block is one of the biggest cluster of embroidery craft
flourishing from time immemorial.
Presently there are 2230 artisans engaged in ethnic embroidery
work.
The art of embroidery is done all over Rajasthan but the finest work
comes from Bikaner and Barmer Districts.
Work is carried out by the women in Pugal.
The welt of stichery, motif and design is spread on the finished
items.
The motifs includes floral patterns, human & animal figures and
abstract designs.
The thread used varies from the finest silk to the thickest wool.
Continue----
Embroidery – an ArtContinue from last slide
Often the thread work is combined with glass, sequences and different kinds of stitches.
Rich patterns worked in chain stitches are produced.
Contrasting colors create a dramatic effect.
Geometric forms are balanced against trees, peacocks and other motifs.other motifs.
The colors are traditional and vibrant; yellow, black, red and green being the predominant ones.
The technique looks quite simple but it is time consuming and tedious.
Embroidery items includes all types of women wear, gents kurtas, cushion covers, dress material, bed cover, begs and other items.
Major Problems
In adequate capital resource
Lack of formal education
Poor marketing skills
Lack of financial resources
Poor facilities for procurement of raw Poor facilities for procurement of raw material
Lack of quality assurance system
Lack of new designs
Lack of clear understanding about the market prospects in domestic and export market
Our Vision
The glory of this craft and cluster should be increased by number of folds and the efforts should attract more and more avenues of employment and incremental incomes. incomes.
Number of Artisans should grow at least by 15 to 20 % and income should increase by 20-25% from the present level of Rs. 15- 25 per day approx.
Our strategies to get the vision-
Through-
Community Mobilizations
Artisans welfare activities
Skill and Designing Training
Establishment of Common Facility centre (TDRC)
IT trainings( use of new techniques and soft wares in designing) for selected artisans
Entrepreneurship development programs-
Management modules (EDP)
Marketing Facilitation
Documentation
Monitoring and Evaluation Monitoring and Evaluation
Activities for various strategies
Community MobilizationsBaseline survey- Grounding of the project,
identification of target group i.e. Embroidery artisans
and registration of artisans
SHG formation- steps to form association of the
artisans, eventually formation of a federation.
Linkages with the banks and Financing Agencies
Motivation & awareness seminars in cluster
Orientation workshops in cluster
Awareness campaign about global market scenario
Establishment of a common facility centre called
“Technology & Design Resource Centre” (TDRC) at Pugal.
• Artisans welfare activities-• Eye camps in cluster
• Health check-up camps
• Crèches for the children of female artisans
• Link up of illiterate artisans with the various literacy
programs like adult education etc.
• Need based activities
• Skill and Designing Training-•Skill training of Embroidery for value addition-
Professionals from the designing field will be called upon to impart training to
the artisans through IICD, NID, NIFT, AIDC etc. .
• Skill Augmentation:-Under this category the artisans are already
endowed with some basic set of skills but they needs to be sharpen to
meet the emerging market demand.
•Skill Creation: This will be required in those areas where the
artisans do not have prior experience of working in the particular
activity but zeal and commitment is there
• Design and product development workshops and
seminars• Design and product development workshops and seminars
• Product design consultancy for the global market
• Raw material and skill assessment
• Product development using new materials
• Feedback from regional, national and international design
consultants and buyers.
• An opportunity to work with professional designers, which will
definitely widen their horizons
•Establishment of Common Facility centre (TDRC)
•TDRC will be pivot of all cluster development initiatives, working profile of TDRC will
be as follows –
• Skill Creation and Augmentation
• Group Dynamics
• Product outlet (showroom)
• Entrepreneurship Development Programs (EDPs)
• Technological Inputs wherever required.
• Design & Product Development• Design & Product Development
• Adaptation to mechanised process to increase efficiency and productivity.
• Market Information and Linkage.
• Capacity Building for use of new techniques and IT support of
designing and marketing as well.
• Networking
• Research and development.
• Raw material resource centre
• Maternal & Child Health (Information, Education and Communication / Training)
Basically four sections-
•Traditional Designing resource centre
• Modern designing using IT
• Marketing management
• Group Dynamics
•IT trainings( use of new techniques and soft wares in designing) for selected artisans-
• Training on useful programs and soft wares such as
AutoCAD etc.
• Web site development and Updating
• Use of internet for global marketing and to know the
trends and designs.trends and designs.
•Entrepreneurship development programs-Management modules (EDP)-
�Micro Enterprise Marketing Management Training/
Conduct need based EDPs on-
•Costing and pricing
•Production planning and management
• National and International buying cycles
and trends.
• Distribution, packaging etc.
• Quality control
• Financial management and other
related aspects.
• Sales.
• Trade Fair participation.• Trade Fair participation.
• Design & Product Development.
• Exposure/Exhibition visits.
• Marketing Facilitation-
• TDRC will help the artisans on the basis of collective marketing not only
in the local market as well as outside the market.
• It will also help in negotiations and timely execution of orders. TDRC
will also give inputs on the following aspects:-
• Product Promotion
• Pricing
• Linkages with whole-sellers, retailers and exporters etc.
• Trade Meets with buyers and sellers
• Fairs & Exhibitions – Private, NGO, DCH, urban haats,
CAPART, ITPOCAPART, ITPO
• E-marketing and Web site for TDRC, Pugal
• Product Information Brochures
• CD Catalogues
• Price Lists
• Publicity and Brandings
• Building trade networks.
• Market Coordination.
• Fashion shows
Documentation-• Video clipping
• Brochure preparation
• Design resource centre development
• Web site updating time to time
• Documentation of SHG activities etc
• Media coverage
Monitoring and Evaluation-• LFA• LFA
• MIS
• Review and planning meetings
• Internal assessment
S.
No.
Particulars Amount in
Lack Rs.
1.
2.
3.
Base line Survey and Grounding of Project
Artisan Assistance Centre(Cost includes salaries of project team, travel, computer & furniture, office and miscellaneous
expenses)
Formation of Cluster Development Groups (CDG)
2.00
34.22
3.
3.1
3.2
3.3
3.4
Formation of Cluster Development Groups (CDG)
Formation of CDGs (60)
Registered (30)
Un-registered (30)
Motivation Seminar (30)
Follow-up Seminar (30)
Welfare Activities - Funds will be mobilized from other sources
Sub-Total
2.10
1.50
1.05
---
4.65
S.
No.
Particular Amount in
Rs
4.
5.
Training Programs
(i) Skill Development Trainings (30)
(ii) Design and Product Development Training (24)
(iii) Technical up-gradation Training (10)
(iv) Exposure visit (9)
(v) Module Workshop (1)
Sub Total
Sales Promotion and Marketing Assistance
21.00
16.80
7.00
4.50
0.50
49.80
Sales Promotion and Marketing Assistance
(i) Participation in fairs and Exhibitions (36)
(ii) Buyer-seller conference (6)
(iii) Fashion Show Events (3)
(iv) Website Creation
(v) Publicity
(vi) Production of 30 minutes documentary
9.00
6.00
18.00
1.24
6.60
3.00
Sub Total43.84
S.
No.
Particular Amount in
Rs
6.
7.
8.
Research and Development
Establishment of Training & Design Resource Centre -
TDRC / CFC Operational Cost
*Construction of Building will be as per RIICO Estimates
Project Concluding and TDRC / CFC Transfer Workshop
1.00
23.22
0.508.
Grand Total
In Words – One Hundred Sixty Four Point Two Three
Lacks Only.
*The cost given is for the period of three years.
0.50
164.23
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