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  Archives » Prime Minister's Fund » The Progress achieved
Assistance for Rehabilitation of Rural Artisan/Agriculturists in
the Earthquake Affected Areas of Gujara
Progress Report April to July 2001
  Craft as means of livelihood security programme

About 3000 artisan families from 70 villages in Kutch and Patan districts have been covered. Each family is provided with a craft raw material kit every 10 days. The craft spearhead teams do the concurrent supervision and deposit the finished craft products every fortnight (twice a month). The artisans are made spot payment for the work done.

During the reporting quarter, 3000 artisans were provided 1,35,000 mandays of work

S.No District No.of village No. of artisan covered Production in Rs. Wages earned in Rs.


27 1530 40,30,000 31,00,000


53 1500 31,85,000 24,50,000
  Total 80 3030 72,15,000 55,50,000
Marketing Strategy

In order to sustain the work and also increase the coverage of more artisans SEWA has developed a comprehensive marketing strategy comprising of (a) local marketing (b) National marketing (c) International marketing.

SEWA’s marketing organisation SEWA Gram Mahila Haat has been instrumental for the marketing of the produce.

In order to establish a sustainable and strong marketing network. SEWA has linked up with the National Institute of Fashion Technology, Gandhinagar to provide with Product development and Research and Development inputs.

SEWA conducted a series of sales locally in Gujarat, as well as exhibitions nationally in Kolkatta, Delhi, Chennai and Jabalpur. This was over and above the sales through our retail marketing outlet as well as Institutional marketing.


SEWA Trade Facilitation Centre prepared the marketing plan to explore International marketing. SEWA also participated in the "Made in India" show, in South Africa organized by CII. The marketing team also participated in the San Francisco Gift fair in collaboration with Aid to Artisans, a U.S. based marketing organisation. The intensive marketing efforts resulted into a total sale of Rs. 60,00,000 in four months time a growth of 306% over the same last year period.

The details of production, earnings and sales revenue generated are summarized herewith.



Production in Rs. Wages paid in Rs. Sales in Rs.


14,43,000 11,10,000 6,00,000


21,64,500 16,65,000 14,00,000


36,07,500 27,75,000 10,00,000


N/A N/A 30,00,000
  Total 72,15,000 55,50,000 60,00,000

Jamuben an artisan from Dhokawada says – "Craft work not only gives us work and employment. It gives us dignity. It helps us live a dignified and decent life even amidst such a disaster." The other artisans join her saying – "Yes, we do not have to borrow for our daily necessities. We earn and that helps us meet our basic necessities. This gives us and our families tremendous sense of security and self respect. Otherwise we would be vulnerable and at the mercy of moneylenders."

Prembaa of Sujapar says – "For us the biggest relief was provision of work. Immediate work, played a major role for us to withstand the damage and destruction. It helped us come out of the shock – it was like a healing medicine for us." Manchabaa says – "By giving us immediate work – you have not only provided relief to us but also dignity and recognition. Our skill has now been recognized. How long can we survive on relief supplies? It is work that helps us survive and rebuild our lives."

  Spearhead teams comprised local union leaders and organisors who have taking charge of all activities in SEWA. The spearhead team’s members are in the proportion of 80% leaders and 20% SEWA organisors. The team leaders (aagewan) are selected on the criteria of their long experience in working with SEWA.
  Set up in early 1999, SGMH aims to protect rural artisans from market exploitation and to provide them with a platform to market their traditional goods.
It provides marketing facilities, managerial and technical support services and working capital assistance to District Associations which are federations to rural producers groups.
These services have boosted the production capacity and marketability of products of rural producers and have enabled them to earn a regular minimum supplementary income of Rs. 2000 per month.
  The main objective of Trade Facilitation Centre being a model support group, are to provide global marketing linkage for the local craft persons through the network of SMGH. The main agenda of TFC:
1. To create marketing network at a global level. 2. Provide input like customers and preferences and market trends. 3. Create new avenue of marketing in the physical as well as in the virtual marketing arenas.
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Self Employed Women's Association
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