Fall 08 August 2015 Soft Skill Training Program - EDP Supported by: O/o Development Commissioner (Handicrafts), Ministry of Textiles 18-28 August 2015 Pedana, Machilipatnam, Krishna District, Andhra Pradesh Export Promotion Council for Handicrafts (EPCH) EPCH House, Pocket – 6&7, Sector – C, Vasant Kunj, New Delhi - 110070 Table of Contents Sl. No Detail Page No. Acknowledgement 3 1 Introduction and Background 4 2 Monitoring and Supervision 6 3 Cluster Profile 6 4 Achievement and Performance 7 5 Feedback by Artisans 15 6 Recommendations 16 7 Annexures 7.1 List of Participants 17 7.2 Training Agenda 29 7.3 Profile of Trainers 31 7.4 Letter to O/o DC (Handicrafts) 52 7.5 Feedback/Comments by artisans 53 7.6 Attendance 56 7.7 Payment to Artisans 59 7.8 Inspection Report 65 Soft Skill Training Program - Machilipatnam Page 2 Acknowledgement The Export Promotion Council for Handicrafts would like to express its sincere thanks to all the O/o DCH, HMSEC, Vijayawada, Jewellery Park, and all the Participants from Machilipatnam who have participated in the Soft Skill Training Program shared their valuable experiences. A special thanks to Mr. Rakesh Kumar, Executive Director and Mr. R. K. Verma, Director, EPCH for their encouraging response to this Program. Trainers: Mr. S. Rajesh Mr. Sugna Raju Mr. A. Sankar Rao Mr. Sudheer Kumar EPCH Team: Ms. Rita Rohilla, Project Coordinator, Mr. Rahul Ranjan, Program Officer Other Team Member Soft Skill Training Program - Machilipatnam Page 3 1. Introduction and Background 1.1. Executive Summary The Export Promotion Council for Handicrafts organized the Soft Skill Training program for 120 Imitation Jewellery artisans in Machilipatnam and. Training venue was in Pedana. In this training Microsoft PowerPoint Presentations and flips-charts were used to support deliberation and discussion. 1.2. Background O/o Development Commissioner (Handicrafts) sanctioned 6 Soft skill program vide sanction order No. I-15011/9(86)/SS/SC/HRD/EPCH/2014-15-I Dated 25-03-2015 to The Export Promotion Council for Handicrafts (EPCH) with SC artisan in Machilipatnam and Each program was for 5 days and consisting of 20 artisans in each batch. First this training was sanctioned for Narsapur but in Narsapur area there were no SC artisans available, due to this the training program for SC artisans sifted to Machilipatnam. The programme was aimed to upgrade the existing skill as well as to add the additional skills to SC category handicrafts artisans, craft persons, skilled workers, entrepreneurs & manufacturers at Machilipatnam Krishna District a of Andhra Pradesh . 1.3. Selection of the Artisans Council has approached to Assistant Director (Handicrafts), Vijayawada to provide the list of Artisans for organizing the training program. O/o DC (Handicraft), Vijayawada directed to Jewellery Park, Machilipatnam to finalize the list of artisans and share with the council and coordinate with council for organizing the training program. 1.4. Objective of the Training 1) To upgrade the existing skill as well as to add the additional skill to Handicrafts artisans. 2) Handicrafts artisans shall get the benefits of exposure / interaction with the other courses allied to the crafts i.e. imitation jewellery shall get the benefit of exposure / interaction with the expert. This will help bringing change in the mind set overcome the resistance to change because of lack of knowledge. 3) Capacity development has been envisaged to provide training to the potential entrepreneurs and manufacturers by organizing training programs to educate and create a conducive environment towards the technology development programs, design workshops. The basic objectives are briefly narrated as follows: Building-up workforce of budding entrepreneurs Awareness about the new design and adaptation methods with the services of experienced designers Creation of skilled and trained workforce Soft Skill Training Program - Machilipatnam Page 4 Focused training programs targeted to the development of skills at par with the best available in the world. 4) Providing the training, product development and market intelligence to the Artisan / Craft persons/Entrepreneurs / Exporter from handicraft Industry, to change the production setup from those for the purely local market to those can meet demand of International market and face its challenges. 5) To achieve a quantum jump in the export earnings with the enhanced flow of trade from these cluster which till date could not able to project their crafts due to lack of knowledge and various other reasons. By creating an awareness among the entrepreneurs about the new concepts of the designing, product development, marketing etc. so as to enhance the capacity of the new entrepreneurs of the region. Following topics majorly covered in 5 days training program: 1. MARKETING / EDP How to become a successful Entrepreneur Setting up an Exports Business Selection of buyers / markets / products Export Marketing Entering a contract/Payments/Inco terms/Realizations/Remittances 2. TRADE SHOW PARTICIPATION AND PACKAGING Benefits/Incentives to Exporters/Credit Financing Product Pricing and Merchandising Trade Shows and participation Export marketing Packaging materials, Standardizations and requirements 3. IMPROVED MANUFACTURING TECHNOLOGY / IMPROVED TOOLS AND EQUIPMENT Need for Up gradation in Manufacturing technologies and innovations Usage of Improved Tools for quality production and timely delivery Practical Demonstration for New Finishes, Quality Raw Materials Samples & prototype Development & Supply Chain Management 4. TESTING, QUALITY AND STANDARDIZATION Testing /Quality control Factory Compliance and standards Work conditions and health hazards / safety ISO, Standardizations 5. O/o DC (H) / OTHER SCHEMES Awareness about the various schemes of Central / State Govt. for artisans Schemes about availing credit facilities from financial institutions / Banks Soft Skill Training Program - Machilipatnam Page 5 2. Monitoring and Supervision of the Training program: All the training program was monitor & supervise by EPCH representative and also and also inspected by the O/o Development Commissioner, Vijayawada. 3. Cluster Profile Sl. Name Of Cluster Machilipatnam Imitation Jewellery No 1 Place Machilipatnam 2 District Machilipatnam 3 State Andhra Pradesh 4 No of firms 425 5 No. of workers 25000 6 Turnover(Rs in Millions) Rs. 300 Million Machilipatnam Gold Covering & Plating Jewellery 7 Associations in cluster Manufacturers Welfare Association Rolled gold workers co-op society Vaddanam,Jadda Kupelu, Dance items, Bangles 8 Major products Necklaces. Chains, Ear drops , Pendants, Rings Specific and relevant technical 9 National Institute of Fashion Technology institutions (R&D, Testing Lab accredited) Mumbai, Rajkot, Coimbatore, 10 Major markets Chidambaram, Kerala, Agra, Kolkata Technical issues: Jewellery making and technical issues Low Productivity Longer Making Time Non-Diversification of Product No new design and product development Lack Of awareness about The need For Testing And Quality Control Absence of System 11 Major problems/prospects Others: Product Image Price sensitive and low Income rural market segment Incorrect marketing strategies No systematic approach to articulate demand: Limited market segment Competition from cheaper items 12 Data source and updated on DSR by Machilipatnam, Andhra Pradesh. in year 2004 Soft Skill Training Program - Machilipatnam Page 6 4. Achievement and Performance 4.1 Proceedings of Day 1 Training started with an opening address from Mr. Rahul Ranjan, Program Officer. He briefly explained about the objective and contents of the program. In the first session, an overview of 5 days consultation program details was shared with the participants. At the end of the session, participants were asked to introduced them with four key information including: Name? Since how low they are practicing the craft? Have they participated in any marketing event? Some of the participants mentioned that since ages her family involves in the craft and this is their livelihood. Some of the participants recently has started practicing imitation jewellery and said that wages are very less. None of the Participants mentioned that they have participated in the marketing events. In next session participants were introduced to entrepreneurship development. Session was facilitated by Mr. A. Sankar Rao Expert EDP. He has focus on the following points: What is entrepreneurship? Characteristic of Entrepreneur Difference between employee and entrepreneur He explained to the group about entrepreneurship: Entrepreneurship is the process of starting a business, typically a startup company offering an innovative product, process or service. The entrepreneur perceives an opportunity and often exhibits biases in taking the decision to exploit the opportunity. Mr. Rao divided the group in four group and they brainstorm on topic. Following point presented by the groups: Soft Skill Training Program - Machilipatnam Page 7 Characteristic of Entrepreneur o Risk Taker o Curious o Goal Setting o Hard Working o Self-Confident o Flexible o Independent o Imaginative o Leadership Difference between employee and entrepreneur Employee: o He/she will be doing what was told to him/her by the higher authority. o Should complete the work on time. o Even after the employee's hard work the profits belong only to the Entrepreneur. o Employee woks only for his own purpose. o Will be working in the path defined by