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KARMI : Knowledge Aided Rural Marketing Initiative |
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Karmi
is an innovative project model for capacity building of the
self help groups through improvement of the communication and
self management skills of SHG members, creation of a brand for
their products and promoting the same through building of awareness
and networking. This model has been field tested at Barasat-I,
Basirhat-II, Bongaon, Barrackpore-II of North 24 Parganas and
Nandigram-I, Patashpur-I, Ramnagar-II and Shahid Matangini of
Purba Medinipur.Product clusters for Zari, Embroidery, Woodcraft,
Jute diversified products,Madurkathi are being developed in
Shahid Matangini, Ramnagar-I , Egra-I and Moyna. |
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About SHGs |
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District
Rural Development Cells under Panchayat and Rural Development
Department of the Government of West Bengal have formed Self
Help Groups with poor villagers with the goal of enhancing their
economic status and quality of life. The groups are encouraged
to cultivate thrift and based on the regularity of their savings
and meetings held they are graded. At the end of first six months,
those who get at least 60% marks, reach Grade I and become eligible
for opening bank account and receive loans of Rs. 15,000/- from
the bank and Rs. 10,000 from the Government. Government subsidy
of Rs. 1 lakh is also available. These SHGs are being trained
in a variety of livelihoods ranging from agro based vocations
to handi craft based skills. |
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Karmi Goals |
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Improving
communication skills of SHG women. |
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Improving demand for SHG products. |
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Creating a brand for SHG products. |
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Improving market
linkage. |
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North 24 Parganas |
Purba Medinipur |
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| Buyers
interacting with the SHGs at a buyer-seller meet |
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Brand
Promotion
Coloured
brochures were distributed in wholesale markets, lifestyle
stores, boutiques, corporate houses. Buyer-seller meets
were held . |
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Street
Theatre Shows
Street
theatre shows were held at village haats and suburban
markets to build awareness on SHG products. The SHG products
were showcased. The shows also informed people about SJGSY
Scheme. |
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A
theatre show on success story
of a SHG |
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Workshop
with SHGs – a game on team spirit |
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| Capacity Building
Workshops |
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was to empower the SHGs to nurture their enterprises
through collective effort and promoting their
products through: |
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Building capacity
for self management. |
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Improving group dynamics .
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Training in effective communication
using role playing , story telling etc. |
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