Working as a DDM (District Development Manager) of NABARD in districts Ropar and Nawanshahr of Punjab from 2002 to 2009, I noticed a tremendous hunger for credit and access to entrepreneurial opportunities amongst women in rural areas. The main barriers were the gender insensitivity of a deeply feudalistic society, lack of collateral, low levels of knowledge / literacy, lack of avenues of marketing and at times limited communication skills leading to low confidence. A pilot project was introduced at that time by NABARD wherein groups of women, preferably from Self Help Groups would be encouraged to set up retail outlets with limited financial support from NABARD (for rent, financial support to organize the outlet and limited salary for running it) . The only condition was the women had to have a product / products to sell it, should have undergone some training in a skill (say food processing -pickles, papads, clothing design / tailoring etc) by an agency; could be sponsored by NABARD through a NGO also and be ready to work as a group transparently. I could sponsor five rural marts (In NABARD terminology) in Ropar district, of which two did particularly well and would be discussed in this article. Incidentally, a small amount was also paid as grant to the NGO / Trusts associating to defray their expenses.
The Rural Mart close to my heart was of the Mahila Jagriti Producer Group, backed by the Ambuja Cement Foundation (ACF). This group of 30 women from 3 villages i.e. Nuhon, Ratanpura & Daburj had been trained already for six months by the ACF through a programme sponsored by NABARD called ARWIND (Assistance to Rural Women in Non-farm Development) in 2004. Fostering group enterprise and loaning was the objective of this project with training on tailoring, embroidering and designing skills. The aim of the project was to generate self-employment for the beneficiaries. After this training, 12 trainees from the ARWIND project formed a Producer’s Group and decided to set-up a retail outlet at village Nuhon near the Thermal Plant Colony. This was after protracted efforts by the staff of the ACF and me to encourage and motivate the target group as they were apprehensive about working together, the modalities of cost sharing and profits etc. These aspects had to be explained by repeat interactions and motivation as also forecasting of the possible profits and positive impact on their lives. On 10 May, 2006 the Rural Mart, called a Retail Outlet in local terms, became operational. The Group named itself as the Mahila Jagriti Producer Group and also formed a SHG and opened an Account at UCO bank, Nuhon. The group was guided on how to maintain registers like the Proceeding Book, the Cash Book, Ledgers, Stock Book etc. The Group committed to report the expenditure incurred to the ACF and NABARD regularly. Besides the Ambuja Cement Foundation took the responsibility to help the Group regarding the marketing of their products and nurturing.
Grant assistance of NABARD to the Producer Group was for 15 months for the rent of the outlet (Rs 1500/- per month); total Rs 22500/-, Honorarium for the Shop in charge (Rs. Rs 2000/- per month), total Rs 30000/- and Promotion expenses at Rs 15000/- as a lumpsum. Besides, the ACF was assured a grant of Rs 10,000/- for its efforts and dedicated support. The assistance concluded on July 2007. This group has been a success from the beginning; by July 2007 itself they reported a surplus of Rs 1.35 lakh. By the time I left the group was earning an average surplus income of 10,000/- per month after deduction of all expenses such as rent, raw material, electricity, salary etc in a transparent manner. They also started teaching other girls and women in the area. I understand of late a change of location was a bump in their progress but they have recovered now and are running well.
The women have the acceptability now in the area; initially they had to compete with three other such shops in the area but have managed to expand the market and to mark their presence. These women from totally rural backgrounds and mainly involved in small operations like maintaining a milch cattle or two, had been seeking a pathway to higher incomes and something to bring them out of the dreary life they led. Now as a team, some work at the rural mart and take orders, some work from home and do the stitching etc while some are adopting a mixed approach, all by mutual agreement. The most positive impact has been on their absorption of knowledge, their self confidence, their attendance at fairs at Chandigarh and the happiness they demonstrate. Books were maintained sincerely and the norms of payment as per work put in (type / effort) adhered to. The ACF played a major supportive role but ensured there was no dependency syndrome by encouraging them to move about for orders. There is a major Super Thermal Power Plant in the area and the families of its employees also visit the shop as do ruralites. A possible gap is the knowledge in latest trends but the same is being closed by interaction etc also. The main products are salwaar kameez (shirt and salwaar), frocks, skirts, night suits, shirts for men, pants, nighties, baby dresses, embroidery on clothes, stitching as per order and also in bulk etc.
The second success is of the Lutheri Producers Group in the Chamkaur Sahib block. The GNVBTP (Guru Nanak VBT Polytechnic) at SAS Nagar had proposed a skill development project at Village Doomcherri in Block Morinda in 2005. I was also interested as a very active farmers club with the Punjab Gramin Bank at Doomcheri village had formed SHGs and requested for their training. This training was on stitching, tailoring and soft toys / bag making for eight weeks. Smt Jagdish Kaur was the trainer, herself residing in a village about 7-9 kms away. The aim of the project was to generate self-employment for the beneficiaries but subsequent to the training, the issue of marketing the products came up as also of obtaining orders. The Principal of the Polytechnic and I then sat with the Trainees and discussed about the concept of the Rural Mart. Consequently, 12 trainees agreed to form the Producers Group under the leadership of their trainer. We scouted for a suitably located shop, ultimately zeroing in on village Lutheri. The shop is at a crossing point for numerous villages nearby and Doomcherri is about 6 kms away. It was decided that Jagdish Kaur would mainly operate the rural mart in close liaison with other members. However considerable efforts at group sensitization were required, all aspects of cost sharing and profits etc were discussed and maintaining registers / documents had to be taught. On 1 Feb. 2006 the Rural Mart became operational. The Group named itself as the Lutheri Producers Group. The Women opened a bank account at the Cooperative Bank also. The issues such as documentation etc were taken up in detail here also and the GNVBTP closely guided the women. The grant assistance from NABARD to the Producer Group for 15 months was for Rent of the Shop (Rs, 2000/- per month), Total Rs 30,000/-, Honorarium for the Shop in charge (Rs. Rs 2000/- per month), Total Rs 30000/- and Promotion expenses, Rs 15000/- as a lumpsum. Besides, the GNVBTP was sanctioned a grant of Rs 10,000/- for its efforts and dedicated support. The grant assistance concluded in April 2007.
This group had a slow start and in the first 5 months’ a deficit of of Rs 15979/- after all expenses was reported, In the second band of 5 months’ onwards; surplus income was reported consistently, starting from as low as Rs 300/- or so to 12,777/- towards the end. By 2009, the group was earning an average surplus income of 7500/- per month to Rs 8000/- per month after deduction of all expenses such as rent, raw material, electricity, salary, transportation etc in a transparent manner. They started teaching other girls and women in the area also.
This rural mart has evolved in that to attract customers, inner wear, cosmetics and bangles etc were also retailed though the complaint was earnings were less from such product lines, but the ladies from nearby villages started entering the shop. The village had shops run by men, at first this rural mart (a small shop really) was considered an anomaly but was later accepted and supported by other shopkeepers. However, in winters, the shop has to close early due to the gender factor. These women are from totally rural backgrounds and were mainly involved in agricultural related operations, now they feel they have another outlet, even if it could not evolve fully as per their aspirations. The members of the rural mart are chiefly represented by Mrs. Jagdish Kaur who obtains the orders, the other members work from home and do the stitching etc while some are adopting a mixed approach, all by mutual agreement. The additional income is welcomed by all and they feel more self confident and happy also. Interestingly, I was told that the local bus drivers also readily agree to carry the clothes etc to Doomcherri and back free of cost. The leader is well versed with changing trends as per the village requirements and conservative tastes but the group still has to accept that in any business fluctuations in income are a reality. Such fluctuations dishearten them but then the subsequent increases in festival months and even otherwise raise their spirits. The main products are salwaar kameez (shirt and salwaar), frocks, skirts, soft toys, baby dresses, embroidery on clothes, pillow covers, rummala, stitching as per order and also in bulk, cosmetics, etc. I have been informed that they are still operational and active and have stabilized in income generating aspects.
I moved to Shimla Regional Office in June 2009 and have been out of touch since then with the groups. The groups have also evolved and moved on in life and in their ventures, our role having been of a catalyst. It goes without saying that the behind the scene active support from the Regional Office of NABARD at Chandigarh was instrumental in organizing the marts. Likewise the deep sincerity and dedication of the ACF and GNVBTP was a major facilitator. However the main credit has to go the women who have ventured out boldly in a repressive rural social milieu. As for me, it was then and still is a journey in the discovery of the power of community participation and social bonding as also the power of a small dose of financial credit and capacity building. At a personal level it left me with a deep feeling of self satisfaction and achievement. I remain indebted to Mr. Vishal Bhardwaj and Mr. Sanjay Sharma of the ACF and Col AS Rattan of the GNVBTP and their staff for bearing with me all through the operational phase of the project and the follow up!!.
Note – The views expressed here are strictly personal and do not in any way reflect the views / policies / observations of my employer, NABARD.
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The Rural Mart close to my heart was of the Mahila Jagriti Producer Group, backed by the Ambuja Cement Foundation (ACF). This group of 30 women from 3 villages i.e. Nuhon, Ratanpura & Daburj had been trained already for six months by the ACF through a programme sponsored by NABARD called ARWIND (Assistance to Rural Women in Non-farm Development) in 2004. Fostering group enterprise and loaning was the objective of this project with training on tailoring, embroidering and designing skills. The aim of the project was to generate self-employment for the beneficiaries. After this training, 12 trainees from the ARWIND project formed a Producer’s Group and decided to set-up a retail outlet at village Nuhon near the Thermal Plant Colony. This was after protracted efforts by the staff of the ACF and me to encourage and motivate the target group as they were apprehensive about working together, the modalities of cost sharing and profits etc. These aspects had to be explained by repeat interactions and motivation as also forecasting of the possible profits and positive impact on their lives. On 10 May, 2006 the Rural Mart, called a Retail Outlet in local terms, became operational. The Group named itself as the Mahila Jagriti Producer Group and also formed a SHG and opened an Account at UCO bank, Nuhon. The group was guided on how to maintain registers like the Proceeding Book, the Cash Book, Ledgers, Stock Book etc. The Group committed to report the expenditure incurred to the ACF and NABARD regularly. Besides the Ambuja Cement Foundation took the responsibility to help the Group regarding the marketing of their products and nurturing.
Grant assistance of NABARD to the Producer Group was for 15 months for the rent of the outlet (Rs 1500/- per month); total Rs 22500/-, Honorarium for the Shop in charge (Rs. Rs 2000/- per month), total Rs 30000/- and Promotion expenses at Rs 15000/- as a lumpsum. Besides, the ACF was assured a grant of Rs 10,000/- for its efforts and dedicated support. The assistance concluded on July 2007. This group has been a success from the beginning; by July 2007 itself they reported a surplus of Rs 1.35 lakh. By the time I left the group was earning an average surplus income of 10,000/- per month after deduction of all expenses such as rent, raw material, electricity, salary etc in a transparent manner. They also started teaching other girls and women in the area. I understand of late a change of location was a bump in their progress but they have recovered now and are running well.
The women have the acceptability now in the area; initially they had to compete with three other such shops in the area but have managed to expand the market and to mark their presence. These women from totally rural backgrounds and mainly involved in small operations like maintaining a milch cattle or two, had been seeking a pathway to higher incomes and something to bring them out of the dreary life they led. Now as a team, some work at the rural mart and take orders, some work from home and do the stitching etc while some are adopting a mixed approach, all by mutual agreement. The most positive impact has been on their absorption of knowledge, their self confidence, their attendance at fairs at Chandigarh and the happiness they demonstrate. Books were maintained sincerely and the norms of payment as per work put in (type / effort) adhered to. The ACF played a major supportive role but ensured there was no dependency syndrome by encouraging them to move about for orders. There is a major Super Thermal Power Plant in the area and the families of its employees also visit the shop as do ruralites. A possible gap is the knowledge in latest trends but the same is being closed by interaction etc also. The main products are salwaar kameez (shirt and salwaar), frocks, skirts, night suits, shirts for men, pants, nighties, baby dresses, embroidery on clothes, stitching as per order and also in bulk etc.
The second success is of the Lutheri Producers Group in the Chamkaur Sahib block. The GNVBTP (Guru Nanak VBT Polytechnic) at SAS Nagar had proposed a skill development project at Village Doomcherri in Block Morinda in 2005. I was also interested as a very active farmers club with the Punjab Gramin Bank at Doomcheri village had formed SHGs and requested for their training. This training was on stitching, tailoring and soft toys / bag making for eight weeks. Smt Jagdish Kaur was the trainer, herself residing in a village about 7-9 kms away. The aim of the project was to generate self-employment for the beneficiaries but subsequent to the training, the issue of marketing the products came up as also of obtaining orders. The Principal of the Polytechnic and I then sat with the Trainees and discussed about the concept of the Rural Mart. Consequently, 12 trainees agreed to form the Producers Group under the leadership of their trainer. We scouted for a suitably located shop, ultimately zeroing in on village Lutheri. The shop is at a crossing point for numerous villages nearby and Doomcherri is about 6 kms away. It was decided that Jagdish Kaur would mainly operate the rural mart in close liaison with other members. However considerable efforts at group sensitization were required, all aspects of cost sharing and profits etc were discussed and maintaining registers / documents had to be taught. On 1 Feb. 2006 the Rural Mart became operational. The Group named itself as the Lutheri Producers Group. The Women opened a bank account at the Cooperative Bank also. The issues such as documentation etc were taken up in detail here also and the GNVBTP closely guided the women. The grant assistance from NABARD to the Producer Group for 15 months was for Rent of the Shop (Rs, 2000/- per month), Total Rs 30,000/-, Honorarium for the Shop in charge (Rs. Rs 2000/- per month), Total Rs 30000/- and Promotion expenses, Rs 15000/- as a lumpsum. Besides, the GNVBTP was sanctioned a grant of Rs 10,000/- for its efforts and dedicated support. The grant assistance concluded in April 2007.
This group had a slow start and in the first 5 months’ a deficit of of Rs 15979/- after all expenses was reported, In the second band of 5 months’ onwards; surplus income was reported consistently, starting from as low as Rs 300/- or so to 12,777/- towards the end. By 2009, the group was earning an average surplus income of 7500/- per month to Rs 8000/- per month after deduction of all expenses such as rent, raw material, electricity, salary, transportation etc in a transparent manner. They started teaching other girls and women in the area also.
This rural mart has evolved in that to attract customers, inner wear, cosmetics and bangles etc were also retailed though the complaint was earnings were less from such product lines, but the ladies from nearby villages started entering the shop. The village had shops run by men, at first this rural mart (a small shop really) was considered an anomaly but was later accepted and supported by other shopkeepers. However, in winters, the shop has to close early due to the gender factor. These women are from totally rural backgrounds and were mainly involved in agricultural related operations, now they feel they have another outlet, even if it could not evolve fully as per their aspirations. The members of the rural mart are chiefly represented by Mrs. Jagdish Kaur who obtains the orders, the other members work from home and do the stitching etc while some are adopting a mixed approach, all by mutual agreement. The additional income is welcomed by all and they feel more self confident and happy also. Interestingly, I was told that the local bus drivers also readily agree to carry the clothes etc to Doomcherri and back free of cost. The leader is well versed with changing trends as per the village requirements and conservative tastes but the group still has to accept that in any business fluctuations in income are a reality. Such fluctuations dishearten them but then the subsequent increases in festival months and even otherwise raise their spirits. The main products are salwaar kameez (shirt and salwaar), frocks, skirts, soft toys, baby dresses, embroidery on clothes, pillow covers, rummala, stitching as per order and also in bulk, cosmetics, etc. I have been informed that they are still operational and active and have stabilized in income generating aspects.
I moved to Shimla Regional Office in June 2009 and have been out of touch since then with the groups. The groups have also evolved and moved on in life and in their ventures, our role having been of a catalyst. It goes without saying that the behind the scene active support from the Regional Office of NABARD at Chandigarh was instrumental in organizing the marts. Likewise the deep sincerity and dedication of the ACF and GNVBTP was a major facilitator. However the main credit has to go the women who have ventured out boldly in a repressive rural social milieu. As for me, it was then and still is a journey in the discovery of the power of community participation and social bonding as also the power of a small dose of financial credit and capacity building. At a personal level it left me with a deep feeling of self satisfaction and achievement. I remain indebted to Mr. Vishal Bhardwaj and Mr. Sanjay Sharma of the ACF and Col AS Rattan of the GNVBTP and their staff for bearing with me all through the operational phase of the project and the follow up!!.
Note – The views expressed here are strictly personal and do not in any way reflect the views / policies / observations of my employer, NABARD.
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