Final Report- Pravi (2)

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Project report COMPARISON OF PROMOTIONAL PROGRAMS UNDERTAKEN BY three KUDUMBASREE UNITS AND MARKET SHARE ANALYSIS OF THESE UNITS A STUDY WITH REFERENCE TO KUDUMBASREE UNITS OF MALLAPPALLY, ANICADU, KOTTANGAL VILLAGES OF PATHANAMTHITTA DISTRICT.

Submitted in partial fulfillment of the requirements of the degree of MASTER OF BUSINESS ADMINISTRATION Kannur University By

PRAVEEN KUMAR P (BOGMBA 1062)

Under the guidance of

Assistant Prof. NISHITH ANAND

Chintech School of Management Studies Chinmaya Institute of Technology Kannur

2011

CERTIFICATE

This is to certify that the project report entitled COMPARISON OF PROMOTIONAL PROGRAMS UNDERTAKEN BY THREE KUDUMBASREE UNITS AND MARKET SHARE ANALYSIS OF THESE UNITS A STUDY WITH REFERENCE TO KUDUMBASREE UNITS OF MALLAPPALLY, ANICADU, KOTTANGAL VILLAGES OF PATHANAMTHITTA DISTRICT. Is a bona fide record of work done by PRAV EEN KUMAR P (B0GMBA1062) and submitted in partial fulfillment of the requirements of the degree of Master Of Business Administration of the Kannur University

Place: Kannur Date :

Assistant Prof. NISHITH ANAND (Supervising Guide)

CERTIFICATE

This is to certify that the project report entitled COMPARISON OF PROMOTIONAL PROGRAMS UNDERTAKEN BY three KUDUMBASREE UNITS AND MARKET SHARE ANALYSIS OF THESE UNITS A STUDY WITH REFERENCE TO KUDUMBASREE UNITS OF MALLAPPALLY, ANICADU, KOTTANGAL VILLAGES OF PATHANAMTHITTA DISTRICT. Is a bona fide record of work done by

PRAVEEN KUMAR P(B0GMBA1062) and submitted in partial fulfillment of the requirements of the degree of Master Of Business Administration of the Kannur University

Place: Kannur Date

Dr. K. K. Falgunan(Principal)

DECLARATION

I hereby declare that the project entitled, COMPARISON OF PROMOTIONAL PROGRAMS UNDERTAKEN BY three KUDUMBASREE UNITS AND MARKET SHARE ANALYSIS OF THESE UNITS A STUDY WITH REFERANCE TO KUDUMBASREE UNITS OF MALLAPPALLY, ANICADU, KOTTANGAL VILLAGES OF PATHANAMTHITTA DISTRICT. is a report of original work done by me under the supervision of, Assistant prof. NISHITH ANAND Chinmaya Institute of Technology and is submitted to Kannur University in partial fulfillment of the requirements for the award of the Degree of Master of Business Administration.

I also declare that this report has not been submitted by me fully or partially for the award of any degree, diploma, or any other similar title or recognition before.

Place: KannurDate

PRAVEEN KUMAR P

ACKNOWLEDGEMENT

I would like to express my heartfelt thanks and gratefulness to all those people who have cooperated with me for undertaking this project. I am deeply indebted to Dr K.K Falgunan, Principal, Chinmaya Institute of Technology for giving me the opportunity to carry out this project.

I express my immense gratitude to my mentor Assistant Prof.

NISHITH ANAND School of Management Studies, Chintech who hashelped me during the course of my project.

I am thank full to the members of 6 kudumbasree units who helps me to collect data

I am also thankful to all other faculty members in the Department of Management Studies and all my friends who have helped me during the course of the project.

Last but not the least I am thankful to the Lord almighty who led me in the right way to attain the successful completion of this project.

PRAVEEN KUMAR P

TABLE OF CONTENTS

CHAPTER

PARTICULARS

CHAPTER 1

INTRODUCTION

OBJECTIVES OF THE STUDY METHODOLOGY AND DATA COLLECTION LIMITATIONS OF THE STUDY CHAPTER 2 CHAPTER 3 CHAPTER 4 COMPANY PROFILE ANALYSIS OF DATA FINDINGS SUGGESTIONS CONCLUSION BIBLIOGRAPHY

CHAPTER-1 INTRODUCTION AND DESIGN OF STUDY

INTRODUCTIONKudumbasree, the poverty eradication mission of the state of Kerala is a community based self help initiative involving poor women. It has been envisaged as an approach to poverty alleviation focusing primarily on micro finance and micro-enterprise development, and integrally linked to local self-government institutions. National Bank of Agriculture and Rural Development (NABARD) initiated women Self Help Groups (SHGs) in India with the support of local NGOs. The formation of SHGs led to the implementation of Swarnajayanti Gram Swarozgar Yojana (SGSY), launched by the Ministry of Rural Development. In a similar line Kudumbashree is sponsored by local self-government institutions in Kerala. Though local government institutions are not organically linked to Kudumbashree, they are active partners in the programme. Under Kudumbashree, women have organized themselves under a three tier community based organization. The bottom of the KDMS programme is formed by the Neighborhood Groups (NHGs) comprising of 20-40 women members selected from poor families. Area Development Society (ADS) is formed at the level of ward of local government by federating 8-10 NHGs. The Community Development Society (CDS) formed at the village panchayat level or at the municipality (town) or corporation (city) is a federation of ADSs. CDS, the highest tier, is the federation of all the ADSs in the respective panchayat (rural) or municipality (town) or corporation (city).The KDMS system works in close association with both the urban and rural local governments through a network of Community Based Organizations working with women.

As on March 2008, KDMS has covered 36,53,655 families through 1,85,309 NHGs, 16,950 ADSs and 1058 CDSs. It also plays an important role as a nodal agency for anti-poverty programmes sponsored by central, state and local governments with focus on micro enterprise development. It has become a conduit for a variety of government programmes. This poor women-oriented self help group programme strives to tackle poverty in an integrated manner through an effective convergence of resources and actions. Micro finance, especially provision of thrift and credit services using bank linkage appears to have proved its viability. Thrift and Credit activities at the level of NHGs promote saving habit among the poor and help them access loans for both consumption and investment purposes. These Thrift and Credit Societies play a significant role in channelising rural savings for the poverty eradication programme of Kudumbashree. It has developed training modules for micro- enterprise management and conducted several training programmes. Kudumbashree mission is implementing the projects for the destitute. Various development activities in the state of Kerala are being brought together through the group dynamics developed under the Kudumbashree programme. This has resulted in convergence of resources leading to poverty reduction (Jose, 2006).

It is significant to examine the functioning of KDMS programme in the state of Kerala which has caught the attention world-wide, due to high social and equitable development in the backdrop of limited economic growth. Kerala, despite having a relatively low GNP, has achieved life expectancies comparable to industrially advanced countries. Among various Indian states it has an impressive Human Development Index (HDI).

OBJECTIVES OF STUDY To study the role of Kudumbasree in empowering the women. To know how the Kudumbasree units functioning and processing. To find out the various programs and campaigns conducted by Kudumbasree units. To understand how the Kudumbasree units marketing their products. Identify major problems being faced by Kudumbasree units, especially related to production and marketing.

Critically examine the role of local government institutions and financialinstitutions in the Kudumbasree units.

METHODOLOGYBoth primary and secondary datas were used for the study. Primary data collected by direct interview with the Kudumbasree units. Questionnaires were used for the study. Members of 6 kudumbasree units were interviewed.

Secondary data collected from the records of kudumbasree units and kudumbasree articles, and the web-sites of Kudumbasree.

LIMITATIONS OF STUDY Kudumbasree units are not much active in the study area, i.e. Pathanamthitta, so these six units were selected from a wide search. Some of the members were not much aware about project. So I had to explain about the significance of the project and also about the course MBA. The members didnt have much time to spend with me, because they were busy with their jobs.

CHAPTER SCHEMEThe project report has been presented in following format.

The first chapter gives an introduction and design to the study. It deals with the introduction, objectives, methodology of the study, Limitations of the study The second chapter is the analysis of the datas collected from the 6 Kudumbasree units in pathanamthitta district. The third chapter deals with the findings, suggestions and conclusion derived from the study.

CHAPTER- 2 COMPANY PROFILE

The Mission Statement"To eradicate absolute poverty in ten years through concerted community action under the leadership of local governments, by facilitating organization of the poor for combining self-help with demand-led convergence of available services and resources to tackle the multiple dimensions and manifestations of poverty, holistically."

Organizational structureKudumbashree was conceived as a joint programme of the Government of Kerala and Nabard implemented through Community Development Societies (CDSs) of Poor Women, serving as the community wing of local government.

Kudumbashree is formally registered as the "State Poverty Eradication Mission" (SPEM), a society registered under the Travancore Kochi Literary, Scientific and Charitable Societies Act 1955. It has a governing body chaired by the state minister of LSG. There is a state mission with field officers in each district. This offici