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.

Embroidery Samples

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

Thanks!