CHAPTER VI MICRO ENTERPRISES AND DEVELOPMENT IN SAMPLE VILLAGES. VI.1. Introduction. VI.2. Rural Micro Enterprises (RME) VI.3.

CHAPTER VI MICRO ENTERPRISES AND DEVELOPMENT IN SAMPLE VILLAGES VI.1. Introduction VI.2. Rural Micro Enterprises (RME) VI.3. Home Shop VI.4. Crisis Management Fund VI.5. Cluster and Networking VI.6. Innovation Fund VI.7. Development of Micro Enterprises in Sample Villages VI. 8. Innovative Practices in Sample Villages VI.9. Brand Name VI.10. Nature of Training VI.11. Marketing of the Products VI.12. Reasons for Turnout of Workers VI.13. Conclusion VI. 14. References 172

Micro Enterprises - Gateway to Poor for a Dignified Life 173

CHAPTER VI MICRO ENTERPRISES AND DEVELOPMENT IN SAMPLE VILLAGES We acted while they debated on poverty Kudumbashree Mission VI.1. Introduction Micro enterprise development is viewed as an opportunity for providing gainful employment to the people below poverty line and thereby improving their income and living standard. Various commercial as well as co-operative banks are extending loans to Kudumbashree groups for starting productive activity. These micro enterprise groups are different from the NHG s or Ayalkootams. Members from various NHGs in an area come together and form an enterprise group. These women go for training programmes related to their activity to upgrade their skills as well as to get introduced to new areas where local demand is high. Thus, this programme aims at combining the local demand with local resources as well as aims to maximise local linkages. It implies development of managerial skills, productive and marketing skills which are important for the women to take decisions affecting their own productive activity and lives. VI.2. Rural Micro Enterprises (RME) The Rural Micro Enterprises (RME) Programme was initiated to help women to setup Individual and Group enterprises. The minimum number of people required for a group enterprise being ten. Various activities like catering groups, traditional delicacies, paper products, super markets, direct marketing, various food products, goat rearing, dairy units, rabbit rearing, etc have been formed under the RME 174

programme (Kudumbashree Annual Reports 2009). Even traditional activities like Goat rearing and Dairy have been set-up under RME. Group Enterprise Project cost INR 250000 or above Subsidy per group INR 100000 (or 50 per cent of the project cost whichever is less) Subsidy per individual INR 10000 Individual enterprise Project cost INR 50000 or above Subsidy INR 7500 (or 50 per cent of the project cost whichever is less) Physical achievement: During 2006-2010, 10333 enterprises were started and RS 42.54 crore was granted as subsidy. Figure VI.1 From Micro Finance to Micro Capital to Micro Enterprise Identification Formation Leadership Thrift & credit Self help & Mutual help Capital formation CBO MF MC MH ME MI Micro Housing Micro Insurance Income generation Capacity building Networking Local economic development Poverty reduction Source: Kudumbashree Mission: Thiruvananthapuram Reaching out the families through women & Reaching out the community through families 39 175

Figure.VI.1 explains about how the micro finance leads to micro credit and micro capital which in turn becomes an Income Generating Activity as Micro enterprises in the NHGs. Here women need not depend upon anybody to repay their loans. VI.3. Home Shop A major marketing initiative that Kudumbashree Mission had taken up during 2009-10 was the launch of Home Shop model of community marketing networks. Community marketing refers to marketing goods made by Kudumbashree enterprises and groups directly to consumers in the local community through a distribution system built with the support of Kudumbashree Community Based Organisation (CBOs) and managed by a professional management team. The Home shop model emerged in Thrissur district and soon became a success with the help of a highly networked marketing team which has 500 women members, 10 Micro Enterprises (MEs) and a monthly turnover of over Rs.25 Lakhs. The home shop model has been established in 6 more districts. This model exists in the sample villages taken for study. VI.4. Crisis Management Fund Crisis Management Fund (CMF) is meant to meet urgent fund crisis out of a calamity, unexpected delay in release of due funds, urgent working capital to manage a spike in demand etc. VI.5. Cluster and Networking This fund is intended for networking enterprises of similar nature for utilizing economies of scale and for ensuring effective marketing linkage. 176

VI.6. Innovation Fund This fund helps enterprises with innovative ideas and technology needs. Special technology needs can be met through the technology fund. VI.7. Development of Micro Enterprises in the Sample Villages Nadathara CDS is one of the popular CDS for its entrepreneurial development. This CDS has been a role model for several states in India. Cherpu and Vallachira have also shown an increasing trend in the development of Group and Individual enterprises in their respective villages. Table No. VI.1 Status of Micro Enterprises in the Sample Villages as on 10 th January 2011. Sr. No. CDS Individual Group Total 1. Nadathara 18 64 82 2. Cherpu 40 25 65 3. Vallachira 42 27 69 Total 100 116 216 Source: Compiled from Action Plan Reports of CDS 177

Chart. VI.1 Number of Micro Enterprises in the Sample Villages 69 82 Nadathara Cherpu Vallachira 65 The number of micro enterprise is seen in the above table as Nadathara CDS leads in the establishment of more micro enterprises than the other two. The pie diagram is picturing the number of the enterprises. (A) Profile of the Employment Profile of the employment is classified into group venture and individual venture. 79.3 per cent respondents have been in group ventures and 20.7 per cent pursue individual venture. Women ventured into business either individually or collectively. 178

Table No. VI.2 Profile of the Employment Carried out by the Respondents Sr. No. Classification Number of Respondents Percentage 1. Group Venture 238 79.3 Individual 2. Venture 62 20.7 Total 300 100.0 Source: Field survey Table No.VI.2 reflects the profile of the employment. Chart VI.2 illustrates that the larger share is carried away by group venture. Chart VI.2 Profile of the Employment Carried out by the Respondents 62 Group Venture Individual Venture 238 179

(B) Loan Sanctioned by the NHGs for Income Generating Activities Table VI.3 reveals about the loan sanctioned by the NHGs for Income Generating Activities (IGA). 43.3 per cent of the respondents have taken loan amount between Rs.10000/- to Rs. 20000/-, 23 per cent of these women have taken loan amount more than Rs.20000/-. There are 12 women who have not taken any loan for Income generating activities. Table No.VI.3 Loan Sanctioned by the NHGs for Income Generating Activities Magnitude of Loans Number of Respondents Percentage 0 12 4.0 1000-5000 22 7.3 5001-10000 30 10 10001-20000 130 43.3 20001-30000 69 23 30001-40000 23 7.6 40001-50000 14 4.7 Total 300 100.00 180

CHART VI.3 Loan Sanctioned by the NHGs for Income Generating Activities 140 130 120 100 80 69 60 40 20 12 22 30 23 14 0 (C) Enterprises of Respondents in the Sample Villages Table VI.4 reflects on the various activities happening in the sample villages and the activities in which the women respondents are involved in. Total 35 types of enterprises are run by the individuals and groups amongst these women respondents. On an average every women in these NHGs run minimum three activities. As per the nature of the villages of Kerala maximum women in these NHGs surveyed are seen to have Cattle or Goat rearing activity. 181

Almost all the households that the researcher visited were having either a goat or cattle. 43.3 per cent of the respondents are seen to be engaged with the activity of goat /cattle rearing. Tailoring activity holds the second position, as 18.7 per cent of women are engaged in it. Savouries, either sweet or spicy are another major item been sold by the women, i.e. by 16.3 per cent. The vegetable plantation (15.5%), masala powder (12.7%), catering (12.0%), Rice Powder (11.0%) are some of the other major activities these women are engaged in. The other interesting enterprises the women run in the villages are Pickle Business (7.1%), Bio fertilizer (2.1%), Grocery selling (5.7%), Artificial jewelry making (2.5%), Rabbit rearing (2.1% ), Mushroom plantation (2.8% ), Umbrella Making (2.1% ), Poultry (.7% ), Pottery (2.8%), Chocolate making (.4% ), Bamboo products (.7%), Papad making (6.7%), Hollow bricks (.4% ), Paper bags (.4%), Jasmine cultivation (.7%), Fish Grass brooms (2.5%), Readymade garments (5.7%), Sevana service centre (.4%), Innerwear (.7%), Direct marketing (.4%), Swantanam (.4%), Beauty parlour (.4%), jute bags (1.8%), Aluminum fabrication (.4%), Quail (.4%), Home shop (1.4%), Fish Products (3.5%). 182

Table No. VI.4 Enterprises of Respondents in the Sample Villages No. of Sr.No. Name of activity of the unit Respondents Percentage 1. Cattle 122 43.10 2. Tailoring 53 18.70 3. Savories 46 16.30 4. Vegetable plantation 44 15.50 5. Masala Powder 36 12.70 6. Catering 34 12.00 7. Rice Powder 31 11.00 8. Pickle Business 20 7.10 9. Papad making 19 6.70 10. Grocery selling 16 5.70 11. Readymade garments 16 5.70 12. Fish Products 10 3.50 13. Mushroom plantation 8 2.80 14. Pottery 8 2.80 15. Artificial jewelry making 7 2.50 16. Grass brooms 7 2.50 17. Bio fertilizer 6 2.10 18. Rabbit rearing 6 2.10 19. Umbrella Making 6 2.10 20. Jute bags 5 1.80 21. Home shop 4 1.40 22. Poultry 2 0.70 23. Bamboo products 2 0.70 24. Innerwear 2 0.70 25. Jasmine cultivation 2 0.70 26. Chocolate making 1 0.40 27. Hollow bricks 1 0.40 28. Paper bags 1 0.40 29. Sevana service centre 1 0.40 30. Direct marketing 1 0.40 31. Anti-diabetic juice 1 0.40 32. Swantanam 1 0.40 33. Beauty parlour 1 0.40 34. Aluminum fabrication 1 0.40 35. Quail 1 0.40 Total 283 183

As table no. VI.3 reveals that there are only 12 women beneficiaries who did not take loan for conducting income generating activities. 288 women were avail of loan sanctioned by the NHGs. But there are only 283 women respondents carrying out various activities as revealed by table no.vi.4. (D) Activities on which Subsidy is Obtained Government of Kerala promotes all those activities carried out by the women in NHGs by providing subsidy. Table No. VI.5 presents activities on which the subsidy is obtained. All catering divisions run by the women are provided with subsidy, and another major area of activity promoted by subsidy is tailoring. 32 activities are promoted with subsidy out of 35 activites. The activities which could not avail the benefit of subsidy are Vegetable Plantation, Hollow bricks, and Home Shops. Out of 283 respondents who run 35 enterprises, 233 women respondents became beneficiaries of subsidy for conducting various activities. Several amongst them even received two to three subsidies for various activities they conduct. For example, a woman who is involved in cattle rearing and obtained subsidy for the same also got subsidy for running a canteen along with her group. The activities which got maximum subsidy are Catering (14.6%), Tailoring (13.3%), Savouries (12.0%), Papad making (7.3%), Readymade garments (6.9%), Grocery Selling (6.4%), Mushroom plantation (3.4%). 184

Table No. VI.5 Activities on which Subsidy is Obtained Sr. No. Activities on which Subsidy is No. of Percentage Obtained Respondents 1. Catering 34 14.6 2. Tailoring 31 13.3 3. Savouries 28 12.0 4. Papad making 17 7.3 5. Readymade garments 16 6.9 6. Grocery Selling 15 6.4 7. Cattle/Goat rearing 13 5.6 8. Fish Products 10 4.3 9. Artificial jewellery Making 8 3.4 10 Mushroom plantation 8 3.4 11. Pickle Business 8 3.4 12. Pottery 8 3.4 13. Masala Powder 8 3.4 14. Rabbit rearing 7 3.0 15. Grass brooms 7 3.0 16. Umbrella making 5 2.1 17. Jute bags 5 2.1 18. Soap Powder and Soap 5 2.1 19. Bamboo products 2.9 20 Innerwear 2.9 21. Aluminum fabrication 1.9 22. Jasmine cultivation 2.9 23. Poultry 1.4 24. Chocolate making 1.4 25. Paper bags 1.4 26. Service centre 1.4 27. Bio fertilizer 1.4 28. Direct marketing 1.4 29. Anti- diabetic juice 1.4 30. Swantanam 1.4 31. Beauty parlour 1.4 32. Quail 1.4 33. Hollow bricks 0 34. Home Shop 0 35. Vegetable Plantation 0 Total 233 185

Table No. VI.6 Activities on which Subsidy is obtained APL/BPL wise Analysis Activities on APL BPL Total which subsidy is No. of % No. of % No. of Obtained Respondents Respondents Respondents % Grocery Selling 3 21.4 12 5.5 15 6.4 Cattle/Goat rearing 0 10 4.6 10 4.3 Savouries 0 28 12.8 28 12.0 Artificial jewellery 1 7.1 7 3.2 8 3.4 Tailoring 6 42.9 25 11.4 31 13.3 Rabbit rearing 0 7 3.2 7 3.0 Catering 2 14.3 33 15.1 35 15.0 Mushroom 1 7.1 10 4.6 11 4.7 plantation Pickle Business 1 7.1 7 3.2 8 3.4 Umbrella making 0 5 2.3 5 2.1 Poultry 0 1.5 1.4 Pottery 0 8 3.7 8 3.4 Chocolate making 0 1.5 1.4 Bamboo producs 0 2.9 2.9 Papad making 0 17 7.8 17 7.3 Hollow bricks 0 0 0 Paper bags 0 1.5 1.4 Grass brooms 0 7 3.2 7 3.0 Readymade 1 7.1 15 6.8 16 6.9 garments Service centre 0 1.5 1.4 Innerwear 0 2.9 2.9 Bio fertiliser 0 1.5 1.4 Direct marketing 0 1.5 1.4 Anti -diabetic juice 0 1.5 1.4 Swantanam 0 1.5 1.4 Beauty parlour 0 1.5 1.4 Aluminum 0 2.9 2.9 fabrication Jasmine cultivation 0 2.9 2.9 Kada 0 1.5 1.4 Masala Powder 0 6 2.7 6 2.6 Jute bags 0 5 2.3 5 2.1 Home Shop 0 0 0 Fish Products 0 10 4.6 10 4.3 Soap Powder 0 5 2.3 5 2.1 Total 14 219 233 186

Activities on which Subsidy is obtained APL/BPL wise Analysis The subsidized activities are classified according to the respondents into APL and BPL category and analysed further. It is reflected in Table No.VI.6 that maximum number of respondents who obtained subsidy are from BPL category. Out of 233 women respondents 219 women responded got subsidy belongs to the BPL category and 14 women respondents are from APL category. (E) Method of production The methods of production used are either traditional or modern. 93 per cent of respondents have used modern production methods and 7 per cent used traditional method. Table no. VI.7 depicts the method of production. Table No. VI.7 Method of Production Sr. Method of Number of No. Production Respondents Percentage 1. Modern 279 93.0 2. Traditional 21 7.0 Total 300 100.0 (F) Magnitude of Initial Investment by the Respondent The initial investment made by the respondents varies from person to person. 40.7 per cent of the women respondents have invested more than Rs.10000/- and less than Rs.25000/-. 33.7 per cent of the women have invested more than Rs.25000/-. The initial investment was between Rs.1000/- to Rs.5000/- for 13.3 per cent of women. 12. 3 per cent women invested between Rs.5000/-to Rs.10000/-. Table no. VI.8 187

depicts magnitude of initial investment. Table No. VI. 8 Magnitude of Initial Investment by the Respondent Initial Investment No. of Respondents Percentage 1000-5000 40 13.3 5000-10000 37 12.3 10000-25000 122 40.7 >25000 101 33.7 Total 300 100.0 Magnitude of Initial Investment BPL /APL wise Analysis. Magnitude of initial investment is analyzed with BPL/APL. 31 per cent of APL women have invested an amount between Rs.1000/- to RS.5000/- whereas only 11.4 per cent BPL women respondents have invested the same amount. Ironically, 43.5 per cent of BPL women have invested Rs.10000/- to Rs.25000/- and only 13.8 per cent of APL women have invested the same amount. There is a marginal difference found in the magnitude of initial investment between Rs.5000/- to Rs.10000/- (20.7%-APL, 11.4%BPL) and Rs.>25000/- (34.5%- APL, 33.6%-BPL). It is a revealing fact that larger number of BPL category respondents invested larger initial amount whereas large number of APL respondents have invested less initial amount. 188

Table No. VI.9 Magnitude of Initial Investment - APL/BPL Analysis Number of Respondents Total Initial Investment (Rs.) Chi APL BPL Total Square Df P 1000-5000 9 (31.0) 31 (11.4) 40 (13.3) 5000-10000 6 (20.7) 31 (11.4) 37 (12.3) 10000-25000 4 (13.8) 118 (43.5) 122 (40.7) 15.069 3.002 >25000 10 (34.5) 91 (33.6) 101 (33.7) Total 29 (100.0) 271 (100.0) 300 (100.0) Figures in Parenthesis Indicate Percentage to the Respective Total To find out the relationship between initial investment and APL/BPL Chi Square test is done. At 5 per cent level of significance, the calculated value of Chi Square is 15.069 for 3 degrees of freedom. The table value of Chi Square for 3 degree of freedom at 5 per cent significant level is 7.815. Comparing the calculated and table values of Chi Square, we find that calculated value is more than the table value thus indicating a significant relationship between magnitude of initial investment and BPL/APL wise classification of respondents. 189

(A) Revolving Fund Received by the Respondents Revolving fund is meant for meeting urgent requirement of working capital. Enterprises are eligible for revolving fund upto 15 per cent of the total project cost subject to a maximum of Rs. 35000/- per group. Table No. VI.10 reveals that 40.3 per cent women are found to be beneficiaries of the revolving fund whereas 59.7 per cent of the respondents in the sample villages did not obtain revolving fund. Table No. VI.10 Revolving Fund Category No. of Respondents Percentage Non- beneficiary 179 59.7 Beneficiary 121 40.3 Total 300 100.0 (B) Amount of Subsidy Received by the Respondents Subsidy was received by 233 respondents for various activities. 50 women (16.7%) did not receive any subsidy whereas no one amongst the surveyed women received an amount more than Rs.50000/- also as subsidy. 60. 7 per cent of the respondents received a subsidy amounting between Rs.1000/- to Rs.5000/-. 8.3 percent women received above Rs.5000/-. 5.7 per cent of respondents received an amount of subsidy between Rs.10000/- to Rs.50000/-. 190

Table No. VI.11 Amount of Subsidy Received by the Respondents Category Number of Respondents Percentage No subsidy received 50 16.7 1000-5000 208 67.7 5001-10000 25 8.3 10001-50001 17 5.7 50001-100000 0 0 Total 300 100 (C) Repayment Due When advances are sanctioned for the income generating activities the next most important question arises is about repayment due. The responses collected from 300 women in the sample villages reveal that 201 (67%) women respondents are with no due, 59 (19.7) women have dues between Rs.1000/- to Rs.5000/-, 26 (8.7) women with Rs.5000/- to Rs.10000/- due and 14 (4.7) women with and amount above Rs.10000/- to Rs.25000/-. This indicates repayment due is very less amongst the women who are engaged in income generating activities. 191

Table No. VI.12 Repayment Due Category No. of Respondents Percentage No Due 201 67.0 1000-5000 59 19.7 5000-10000 26 8.7 10000-25000 14 4.7 Total 300 100.0 (D) Net Monthly Earning from the IGA Unit Net monthly earning of the respondents is presented in table no.vi.13. 85 per cent of the women respondents earn between Rs.1000/- to Rs.5000/- monthly. 13.7 per cent women earn an amount between Rs.5000/- to Rs.10000/- monthly, and 1.3 per cent women respondents earn more than Rs.10000/- per month. Net monthly earning from the unit is further analysed by BPL/APL wise classification. 93.1 per cent of the APL women respondents are earning an amount between Rs.1000/- to Rs.5000/- per month whereas 84.1 per cent of women from BPL category are earning the same amount. No one from APL respondents is 192

earning an amount between Rs.5000/- to Rs.10000/- and 15.1 per cent of BPL category respondents earn it monthly. Table No. VI.13 Net Monthly Earning from the IGA Unit Monthly Income No. of Respondents Percentage 1000-5000 255 85.0 5000-10000 41 13.7 10000-25000 4 1.3 Total 300 100.0 Chi Square analysis shows a significant relation occurs between net monthly earning from the IGA unit and BPL/APL analysis. The value of Chi Square is 12.087 with 2 degree of freedom and P=.002 which is lower than 5 per cent. At 5 per cent level of significance, the calculated value of Chi Square is 12.87 for 2degrees of freedom. The table value of Chi Square for 2degree of freedom at 5 per cent significant level is 5.991. Comparing the calculated and table values of Chi Square, we find that calculated value is more than the table value thus indicating a significant relationship occurs between and BPL/APL wise classification of respondents and net monthly earning of BPL and APL members. Most of the respondents, both APL/BPL have net earnings in the range of Rs. 1000/- to Rs.5000/-. This is considerable looking at their initial looking in the activity. 193

Table No. VI.14 Net Monthly Earning from the IGA Unit - APL/BPL Analysis Net Monthly Earning from the Unit Number of Respondents APL BPL Total Chi Square Df P 1000-5000 27 (93.1) 228 (84.1) 255 (85.0) 5000-10000 0 (.0) 41 (15.1) 41 (13.7) 12.087 2.002 2 2 4 10000-25000 (6.9) (.7) (1.3) Total 29 (100.0) 271 (100.0) 300 (100.0) Figures in Parenthesis Indicate Percentage to the Respective Total (E) Annual Income Earned by the Respondents in Last Five Years (2007 2011) Annual income earned by the respondents in last five years i.e. from the year 2007-2011 is reflected in table no. 6.13. In the year 2007, 68.7 per cent of respondents were earning an income between Rs.1000/- to Rs.5000/-. In 2011, 50 per cent of women respondents are earning an annual income of Rs.25000/- to Rs.50000/-. Annual income comparison in these sample villages are reflecting the scaling up of Kudumbashree activities in the villages in last five years. 194

Table No. VI.15 Annual Income Earned by the Respondents in Last Five Years (2007 2011) Year 1. 2. 3. 4. 5. 2007 2008 2009 2010 2011 Annual Income Number % Number % Number % Number % Number % 1000-5000 206 68.7 140 46.7 79 26.3 82 27.3 75 25.0 5000-10000 79 26.3 92 30.7 112 37.3 47 15.7 24 8.0 10000-25000 14 4.7 46 15.3 68 22.7 110 36.7 52 17.3 25000-50000 1.3 22 7.3 41 13.7 61 20.3 149 49.7 Total 300 100 300 100 300 100 300 100 300 100 VI. 8. Innovative Practices in the Sample Villages The District has already set an example of the beginner of several innovative enterprises. The sample villages taken for study are also exhibiting several innovative practices. There are ten such activities identified and then anlaysed. Women running canteen or catering services is an innovative practices seen in these villages. The three Panchayath canteens are run by these respondents. Apart from that they take orders for marriage, naming ceremony, first Holy Communion, etc. Out of all the women surveyed 34 are engaged in canteen / catering services. Women are given special training for planting mushrooms in the village Panchayath and eight are engaged in this activity. 7 women are engaged in artificial jewelry making and they take orders from outside. A small factory has been set up in Cherpu 195

Panchayath for Copper jewellery making and the women hire skilled craftsmen from outside to complete the orders. Jute bags creation is found in Nadathara grama Panchayath and 7 women members of an NHG are actively involved in it. Home shop, an innovative enterprise which is tagged to the district for its innovation, are run by a team of 4 women in Nadathara Panchayath, the various products produced by the NHGs in the near vicinity are exhibited in the veranda of the house of a member, and the villagers are the buyers. Jasmine cultivation is another innovative activity run by 2 women and the flowers are sold to the local flower sellers. Anti diabetic juice an innovative product of Nadathara Panchayath is a perfect combination of gooseberry, water and salt ideal for a diabetic patient to quench thirst. This anti diabetic juice is popular even amongst ministers of Kerala. One woman is involved in it. Chocolate making, Swantanam, and Paper bag units are another innovative practices found in the sample villages. From table no.vi.18 it is very clear that Nadathara Panchayath have got maximum innovative practices. Jannat NHG s Ruby Jannat NHG is proud of their member Ruby. She made her village Nadathara proud because of growing business activity anti- diabetic juice made out of gooseberry and water. This gooseberry juice is so popular that when members from Planning Commission visited the village they praised her and ordered several bottles for themselves. She attained training from village Panchayath and started selling antidiabetic juice at road side. The business she started by taking a loan of Rs.1000/- today gives her return Rs.20, 000/- per month. 196

Table No.VI.16 Innovative Enterprises of the Sample Villages Panchayaths Number Of Sr.No. Activities Involved Units Percentage 1. Catering/Canteen Nadathara, Cherpu, Vallachira 34 53.1 2. Mushroom plantation Vallachira, Cherpu 8 12.5 3. Artificial jewelry making Cherpu 7 10.9 4. Jute bags Nadathara 5 7.8 5. Home shop Nadathara 4 6.2 6. Jasmine cultivation Nadathara 2 3.1 7. Swantanam Nadathara 1 1.6 8. Anti-diabetic juice Nadathara 1 1.6 9. Chocolate making Nadathara 1 1.6 10. Paper bags Nadathara 1 1.6 Total 64 100.0 VI.9. Brand Name Women in Kudumbashree units are particular about giving a brand name to their products. Out 300 women respondents 91.3 per cent women agreed to have given brand name to their products. Only 8.7 per cent of the women said that they do not believe in having a brand name for the product they manufacture. 197

Table No.VI.17 Brand Name Category No. of Respondents Percentage Products without brand name 26 8.7 Products with brand name 274 91.3 Total 300 100.0 Number of Respondents Working in the Unit (2007-2011) Number of respondents working in the units are analysed in table no.vi.20. The members of the NHGs are always a part of the unit, i.e. all 300 respondents remained in the working units. Units are also hiring people from outside NHGs to complete the work during peak seasons. Number persons hired have increased from 32 workers in 2007 to 62 workers in 2011. The number of hiring has increasing due to the scaling up of demand for their products in the villages 198

Table No.VI.18 Number of Respondents Working in the Unit (2007-2011) Category No. of Respondents Percentage Training Received 261 87.0 Training Not Received 39 13.0 Total 300 100.0 VI.10. Nature of Training Government of Kerala has been keen in providing training to all engaged in income generating activities. Number respondents received various types of training is reflected in the table shown below. Table No.VI.21 reveals that out of 300 respondents 87 per cent women received various types of training for IGA and 13 per cent women have not received any training. Table No.VI.19 Training Provided to the Respondents Number of Respondents working in the units Year Household Hired 2007 300 32 2011 300 62 199

Table No. VI.22 presents various types training the respondents have received to conduct IGA. The nature of training is classified into to Swantnam, training provided for first aid and life style diseases like check-ups on Blood pressure, diabetics etc., Group farming, and job oriented training for manufacturing various products known as Entrepreneurial Development Programme (EDP). 80.7 per cent of the respondents received job oriented training. 5.7 per cent of the respondents received training on modern methods of group farming, and.2 per cent of women received training on swantanam. Table No.VI.20 Nature of Training Received by the Respondents Sr.No. Classification No. of Respondents Percentage 1. Swantanam 2.7 2. Group farming 17 5.7 Entrepreneurial 3. Development Programme 242 80.7 Total 261 87.0 No Training 39 13.0 Total 300 100.0 VI.11. Marketing of the Products Marketing of the products is analysed as Mode of marketing, Strategies adopted for marketing, Problems in marketing. 200

(A) Mode of Marketing Mode of marketing is classified into three categories 1) Selling of the commodities from door to door in the villages, 2) selling of the commodities in the local markets, 3. Selling of the commodities produced in the nearby towns. 92.7 per cent of the respondents believed in having door to door selling as it is been most successful mode of marketing. 89.3 per cent respondents believed in selling the commodities in the local market. 62.7 responded for selling in the nearby towns. Table No.VI.21 Mode of Marketing Sr. No. Mode of Marketing No. of Respondents Percentage 1. Door to door 278 92.7 2. Local market 268 89.3 3. Nearby towns 188 62.7 Total 300 (B) Marketing Strategy Marketing strategies adopted by the women respondents are classified as marketing by word of mouth, using sign boards, and distributing pamphlets. 97.6 per cent responses indicate word of mouth as the best strategy to promote the product. 39.1 per responses indicate that using sign boards has its own impact on marketing. And 11.6 per cent women respondent conveyed that they do use pamphlets for marketing. 201

Table No.VI.22 Marketing Strategy No. of Sr. No. Marketing Strategy Respondents Percentage 1. Word of mouth 287 97.6 2. Using sign-boards 115 39.1 3. Pamphlets 34 11.6 4. No response 06 2.0 (C) Marketing Problems Marketing problems faced by the women respondents are classified as higher prices charged for the commodities, better substitutes are available in the markets, poor packaging, and transportation problems they deal with. 22.1 per cent of women respondents believed that they charged higher prices for the commodities. 78.9 per cent of women respondents believed that there are better substitutes available in the market. 3.7 per cent responses say that poor packaging is a big problem they deal with. 66.2 per cent respondent believes that transportation is another problem they have to suffer with. 202

Table No.VI.23 Marketing Problems Sr. No. Marketing Problems No. of Respondents Percentage 1. High Price 66 22.1 2. Better Substitute 236 78.9 3. Poor Packaging 11 3.7 4. Transportation Issues 198 66.2 No Response 01 0.33 VI.12. Reasons for Turnout of Workers Like any other enterprise, in these IGAs also workers turn out from the job for various reasons. The reasons are classified as word of difference between the workers, change of residence of the members, due to death of members and without any particular reason which the women are not interested to disclose also lead to turn out of workers. 34 per cent of the respondents believed that word of difference is reason behind leaving workers, 35.3 per cent believed that change of residence is the reason behind leaving the work, 11.7 per cent believe that death of members is also a reason and 19 per cent believe that there is no particular reason behind leaving the work. 203

Table No.VI.24 Reasons for Turnout of Workers Sr. No. Reasons No. of Respondents Percentage 1. Word of difference 102 34.0 2. Change of residence 106 35.3 3. Death of worker 35 11.7 4. None 57 19.0 Total 300 100.0 VI.13. Conclusion The State Poverty Eradication Mission Kudumbashree since its inception conceived micro enterprises as an effective tool for poverty reduction and local economic development. In this direction Kudumbashree has a good track record in formulating innovative projects and developing a different methodology for setting up micro enterprises. Kudumbashree programme of Government of Kerala has become a lifeline to poor women in Kerala. The income generating activities have guided them to lead a dignified life. The Chapter can be summarised as follows: The government sanctions advances for carrying out the activities that generated income, provides interest subsidy, revolving fund to these ventures of the women. 43.3 per cent of the respondents have taken loan amount 204

between Rs.10000/- to 20000/-, 23 per cent of these women have taken a loan amount more than Rs.20000/- for Income Generating Activities (IGA). The monthly income these women earn and the annual income of the women is also analysed. 85 per cent of the women earn a monthly income of Rs.1000/- to Rs.5000/- per month form the income generating activities. It is also found that BPL category women are getting more subsidy than the APL women. Most of the products are having a brand name, and maximum women have received training from the government on manufacturing various products and group farming and swantanam. 67 per cent women who have taken advances for income generating activities could repay their advance on time. Innovative practices like running canteen or catering services by women, mushroom plantation, artificial jewellery making, jute bags, home shop, jasmine cultivation, anti-diabetic juice, chocolate making, paper bags making are seen in these sample villages. Various enterprises or activities run in the villages are analysed and subsidy is obtained on these activities. Different Marketing strategies are used to sell the product. Different modes of marketing are used and there are several problems associated with marketing in these sample villages. All members do not stay back and due to several reasons the turnout of workers also exists in these villages. The findings truly prove that women with micro enterprise lead a dignified life in the villages. 205

VI.14. References 1. Kudumbashree (2009), Annual Report 2009-2010, Thiruvananthapuram, Kerala, India. 2. Kudumbashree (2011), Kudumbashree Mission Hope Thiruvananthapuram, Kerala, India. 3. Kudumbashree Mission (no date) a Kudumbashree An Innovative Poverty Reduction Strategy (from www.kudumbashree.org: Accessed August 2009) 4. www.kudumbashree.org. 206