2012 & Beyond

ARSHIA KHURSHID

MANAGER SKILLS & LIVELIHOOD

BAHAWALPUR.

• Guddi Baji project is a perfect example of creating livelihoods for youth in a sustainable manner

• It is an extensive program through which young women (aged 18-30) as Guddi Bajis will benefit two ways –

− by selling Unilever brands & beauty services to women in their vicinity

− by mobilizing incentives tied to sales of Unilever brands, which will help them establish their own beauty parlors/enterprises

Guddi Bajji -Introduction

Who are Guddi Bajis ?

• Guddi Bajis are energetic & articulate women who are aware of hygiene and beauty facts, the specific brands & are enthusiastic about sharing information with many more

• This program will give Guddi Baji the opinion leadership they need to sell & promote Unilever beauty brands

• Guddi Bajjis are women with an entrepreneurial spirit who are interested in earning a dignified livelihoods

• They are carefully headhunted by BRC from rural areas/villages by virtue of the aforementioned qualities

Idara-e-Taleem-o-Aagahi (ITA) began the program in collaboration with the Technical Education & Vocational Training Authority (TEVTA), Unilever Pvt. Limited (UPL) Pakistan and the Department of Schools – seeking Government Secondary Schools as hosts in districts Rahim Yar Khan and Bahawalpur in 2010 and 2011. MOU with TEVTA sehttp://www.tevta.gop.pk/mous/mous.htm#publicprivate

A Unique Partnership

Selection Criteria• Matriculate (grade X)

• Belongs to a village having a minimum population of 5000 and maximum 10000 i.e. 700 – 1500 HHs

• Confident & Presentable

• Desire to grow & earn extra income

• Eager to work with UPL for 3-years at least

• Agrees that if she leaves the contract then she will pay back the course fee (Rs.12000)

• Will act as messengers of social change delivering Seven Key Messages

Expert at application of Mehndi, Make-up, Facial, Hair cutting & 30 different of styling, Manicure & Pedicure, etc

Accomplishment of Guddi Bajis

Trainings Venues and Status of GUDDI BAJI Phase 1

Modalities, Scope & Scale

Selling beauty

services

Selling Unilever brands

Rewards against sales

900(2012)

2500(2013)

4000(2014)

6500(2015)

Towns Targeted in 2012

GUDDI BAJI ORGANOGRAM

RMs/ DMs

SEVEN KEY MESSAGES THROUGH GUDDI BAJI ACROSS PAKISTAN

Registration of Children at

Birth

Exclusive breastfeeding of infants for the first four months. No use of bottles, teats or pacifiers.

Ante-natal care for pregnant mothers and immunization of children

Wash hands before meals and after using the toilet

Send children, especially girls, to school at the right age

Practice family planning; engage with the local Lady Health Worker (LHW).

  Respect for Environment.: conserve water, minimize use of plastic bags; plant your own vegetables