RUDA RUDA Rural Non Farm Development Agency a concept whose time has come Rajasthan.

RUDARUDA Rural Non Farm Development

Agency

a concept whose time has come

Rajasthan

The beginning…

RUDA is an agency registered under the Rajasthan Registration of Societies Act, 1958. It combines flexibility, autonomy with public accountability & is a unique experiment in Craft Sector of the country. RUDA promotes innovation in all its activities and is a project agency for several externally funded projects.

In 1992, NABARD and SDC commissioned the RNFS Study in eight states of the country.

Rajasthan was one of the states covered and was, perhaps the first to respond to the recommendations of the Study.

• June,1995 - Government of Rajasthan announced the Rural Non Farm Sector Policy.

• November, 1995 - Rural Non Farm Development Agency (RUDA)

was established.

Promoting Sustainable Rural

Livelihoodin the

Rural Non-Farm Sector

Mandate…..

Organizing Rural Artisans

Technical up gradation of Rural Crafts

Training & Capacity Building of Rural Artisans

Credit Facilitation

Market Facilitation

Product & Design Development

Networking & Policy Advocacy

Strategic Interventions

The RUDA Approach…...

1. Well Identified Sub-Sectors

2. Integrated Strategy

3. Cluster Based Approach

• Wool & Textile• Stone, Ceramics & Pottery• Leather• Handloom• Khadi & Village Industries• Handicrafts

The Rural Non Farm Sector has been further classified into 6 sub-sectors for theAction Plan 2005-2006.

RUDA undertakes sub-sector planning, operation of programs for assistance to artisan groups, NGOs & craft people for craft based livelihood.

1. Sub – Sectoral Approach

Market

Credit Design

Technology

Skill Base

Organising Artisans

The integrated strategy developed by RUDA focuses on each artisan groups and cluster ensuring backward and forward linkages, access to credit, professional design consultancy, capacity development and market facilitation.

2. Integrated Strategy

3. Cluster Based Approach

RUDA with UNIDO support has prepared a cluster map of Rajasthan, where craft clusters have been identified in all districts. Craft villages have been identified. RUDA takes up focused development of rural craft with private sector/ NGOs participation.

Some Prominent Clusters Sandstone (Sikandra, Manpur, Dabur)

Blue Pottery (Neota, Mehla, Mohana & Kot Jewar)

Tanning (Jojawar, Pali, Sawarda & Bhinmal)

‘Mojries’ (Jodhpur, Jaipur, Sirohi, Nagaur, Pali, etc.) Western shoes (Dholpur)

Namda (Tonk)

Carpets (Churu, Jaipur, Tonk, Dausa)

Weaving (Bikaner & Jaisalmer)

Terracotta (Pokaran, Shyamota, Baswa, Hadota & Saantpur)

Hand block printing (Bagru, Jahota)

Some Prominent Clusters

Leather tanning – a traditional activity, old technology Designs & Product Range – Obsolete No exposure to the market No credit support

Leather tanning – Collaboration with CLRI for improved process of vegetable tanning without compromise on traditionalism

Designs & Product Development – 1. Hands-on workshops with NID, NIFT, CFTI, FDDI, etc. extensively in the clusters

2. Broadening of product range from Mojaris to accessories and western footwear

3. Product diversification by maintaining the ethnicity.

4. Institutional Networking

Before Intervention :

After Intervention :

Leather Story …..

Operation Mojari

Design Workshops

Vegetable Tanning

Western Footwear

Leather Bags

Leather Accessories

Combination Products of Leather

Visual & Printed Marketing Tools

Projects/ Programmes

Leather Story …..

Target Beneficiaries:

Operation Mojari Technological upgradation without loosing traditional skills

Funded by UNDP, a time bound programme

Covered 3500 artisan households in five districts of Rajasthan

Mechanism:

• Organizing 10 artisans in a group for delivering the inputs• Providing standardized polymer lasts • Giving new standard patterns and designs • Prototype replication • Marketing support

• Scheduled Caste • Poor & Socially oppressed People • Engaged traditionally in the Mojari making activity

Su

cces

s S

tori

esLeather Story …..

Benefits to an average progressive household of Udaipuria Cluster

Pre- intervention Post- intervention

Manufacturing cost = 60/- -70/- Manufacturing cost = 125/- -150/

Selling price = 80/- -90/- Selling price = 250/-

Profit = 20/- per pair Profit = 100/-

Wages = 30/- per pair Wages = 40/- per pair

Inflow = 50/- per pair Inflow =140/- per pair

Income @ 250 pairs per house Incremental income @ 100 pair

Hold=12,500/- per annum per household 14,000/- per annum

Old production = 150* 50 =7,500/-

Total income = 21,500/-

Ca

se

Stu

dy

Leather Story …..

12500

21500

05000

10000

150002000025000

Annual Income

Old income NewIncome

Comparative income statement of Mojari Household

Ca

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Leather Story …..

Stone- Ceramics - Pottery Story

The Issues

Lack of value addition at post-mining stage Lack of technological up-gradation Lack of design & product diversification Lack of market linkages

The Interventions Training for Gangsaw operations Technological upgradation:

Sandstone – pneumatic tools Blue Pottery – Development of Lead-free glaze

Design & Product diversification Terracotta Clusters – Design development, technological

upgradation Strengthening of market linkages. Institutional Networking

UNDP-KVIC Pokaran Pottery project

Lead – Free Blue Pottery

Development of Sandstone Cluster

Hadota Pottery Project

Development of Shyamotta Terracotta ClusterDesign Development & Dissemination in Sandstone – MarbleDesign Development & Dissemination in Terracotta

Visual & Printed Marketing Tools

Pro

ject

s/ P

rog

ram

mes

Stone- Ceramics - Pottery Story

Lead Free Intervention in Blue Pottery. . . .

Gains:

A. Exposure to new markets

B. Increased confidence / better bargaining power

C. New designs and products

Tangible Pre Post

1. Individual Annual Income 20000 30000

2. Quality of products Average Superior (Increased hardness, very low porosity)3. Fuel wood per

production batch from the kiln

5 quintals 2 quintals

Intangible

D. Lead free glaze & new body

Su

cces

s S

tori

es Stone- Ceramics - Pottery Story

Kot Jewar Blue Pottery Cluster

• 40 Km from Jaipur

• 30 artisan families

• Started interacting with the cluster in 1998

• First intervention – Modern Kiln

• New design and product development

• Market facilitation: participation in fairs

organized by RUDA and others.

• Formation of group ( Collective action for

sharing of common resources) Lead free glaze and improved body

Cas

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y Stone- Ceramics - Pottery Story

20000 30000

0

20000

40000Annual

Income Per Household

Preintervention

Postintervention

Income Change in Kotjewar Blue Pottery Cluster

Cas

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y Stone- Ceramics - Pottery Story

Wool & Textile Story

Issues• Lack of processing locally available Desi Wool• Lack of modern technological support• Lack of Market & Credit Support • Old & obsolete designs• No quality control measures

Interventions• Design & product development in Namda & Hand block Printing• A whole range of accessories has been developed in Khadi• Advance training in Spinning & Weaving• Introduction of English colors in Dyeing• Improvement & improvisation in Desi Wool like: softening, hand block printing, dyeing with fast colors.

Product & Design Development in Khadi

Product & Design Development in Numdha

Integrated support to Bagru Hand Block Printer’s Association

Integrated Project for woolen dyers.

Design Development & Dissemination in Sandstone – Marble

Design Development & Dissemination in Terracotta

Visual & Printed Marketing Tools

Pro

ject

s/ P

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mes

Wool & Textile Story

• New range of products • New design collections• Market facilitation- fairs, etc., • Linkages with exporters• Formation of SHGs • Collective mechanism bearing fruits

Namda making

• A traditional activity • Obsolete and outdated products • Primitive technology • Intensive price cutting & lowering of quality • Carried out by poor minority community

Interventions

Su

cces

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esWool & Textile Story

Economic gains of the SHGs of Tonk

Pre Intervention Post Intervention

Average selling rate of Namda: New rate of namda:

Rs. 7-10/- per square feet Rs. 20-25/- per square feet Total sales last year through RUDA: Rs. 2.5 lakhs

Average margin: 2-5/- per sq. ft. Average margin: 10/- per sq. ft.Average ann. Income per Incremental income due to Household: 12500/- intervention of RUDA:

Rs. 10-15 per square feet.

Thus incremental income per household: Rs. 13000/-

Total new income: 25500/-

Cas

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yWool & Textile Story

Interventions in Khadi

Product & Design Development Projects

• 250 new weaves, 150 new products• New designs & products in Hosiery, Tweeds, Blankets, Shawls• Development of new collections in Cotton Khadi Home Furnishings.

Technical Input Workshops: for Dyeing and Finishing

Training Workshops: for Weavers and Tailors

Linking up with Mainstream Private Sector

Marketing Orientation Workshop: For the sales staff & heads of Khadi Societies

Participation in Heimtextil – 2000 & 2001

Su

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RUDA Spectrum

Craft Federation

Craft Cluster

Craft Villages

Craft Groups

Craft people

International Markets

Niche Markets

High End Market

Export Houses

Business Houses

Technical institutes

Rural Technical Centers

Management Professionals

Buyer & Promoters

Traditional Markets

(Gramin Haats)

Social Animators

Master Craftsmen

M.E. Experts

M.E. Expert Agencies

Professional Designers

Subject Matter Specialists

• UNDP• UNIDO• DFID• UNFPA• ILO• IPI, ITALY• Aid To Artisans, U.S.A.• Development Alternatives Inc., USA

…RUDA’s partners in progress...

state...• KVIB• DICs• RCWPDS• RSIC• FORHEX• EMI• ICICI• Rural Development Deptt.• Local NGOs• Private sector agencies

national..• CLRI• CFTI• FDDI• NLDP• NIFT• NID• IICD• CSWRI• CGCRI• CAPART• NISIET• MART• Dastkar• SIDBI• BASIX• KVIC• MoRD• YASHADA

international...

…RUDA Visitor’s...

“We are impressed by RUDA…..It has a cost effective sub-sectoral approach and a young professional results oriented team.”

Malcolm Harper, Prof.Emeritus & Eminent RNFS consultant

“Rajasthan has been a pioneer in establishing an independent agency adopting the sub-sector approach , which is professionally managed and has a clear understanding of RNFS issues.”

Prabhu Ghate, World Bank

“I was impressed by the energy , organisation and professionalism at RUDA. RUDA is a Government agency but has significant autonomy and flexibility to set it’s own agenda.”

Abby McGowan,RNFS consultant, USA”

“The impressive achievements of RUDA , notably in ethnic footwear, are etched in my mind’s eye.”

Dr. Zephirin Diabre,Associate Administrator, UNDP, New York

“I wish there were RUDAs in all the places that we work, across the World…”

Clare Smith,President, Aid To Artisans, USA

“RUDA is shinning by its innovativeness, professional approach and quality of execution.”

Dr. Medha Dubhasi,Associate Professor, YASHDA,PUNE

...new generation craft products developed through RUDA’s artisan groups...

…RUDA products at niche marketing outlets...

..at Khazana, Taj Hotels

..at Craft Impressions, Jaipur

Networking

Brand Equity

Information

…RUDA’s strengths...

Creativity

Cluster Development in Udaipur Division

Some success stories are :

1. Mollela – Terracotta products (1999)

2. Bhutala – Terracotta Products

(2000-Shilp gram with NID designer)

3. Siyawafali/ Santapur (Sirohi) – Terracotta heads

(NGO supported Garasiya Project (2000-2002)

4. Talwara (Banswara) – Black Stone sculpture (1998-99)

5. Bassi (Chittorgarh) – Wooden Toys (BLKM 2004)

6. Technical training for Gangsaw Operators (CMMT, 1998)

7. Kojra (Pindwara) – Marble artefacts (NGO-1997)

RUDA has taken up Craft based livelihood promotion in selected Cluster

in Udaipur Tribal Division.

Name: “District Poverty Initiatives Project” (DPIP) – a World Bank funded project

Partner: World Bank & Department of Rural Development, GoR

Period: 2003-2006 Amount: Rs 31,00,00,000/-Project Area: Baran, Churu, Dausa, Dholpur, Jhalawar, Rajsamand & TonkKey Interventions:1. Development of Micro-enterprise activities in 7 poorest

of the poor districts of Rajsathan. 2. Socioeconomic development of the BPL through IGAs3. Design &Technical support4. Marketing & Credit Facilitation[

Artisan BeneficiariesGroups/SHGs – 700 Common Interest Groups (CIGs)

Families – 7000

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r…Special Projects for Udaipur division-I

“Mainstreaming Rural Products” - SGSY Project

Mission:-

The Project aims at reviving handicrafts in four

Tribal districts of Rajasthan with a high

concentration of livelihood based on

Handicrafts, which are at the verge of loosing

their existence and identity, and support the

existing crafts to achieve at least self-

sustenance level.

“Mainstreaming Rural Products”

The Project Objectives:-

Skill augmentation of the artisans leading to micro-enterprises.

Capacity building of the artisans through Exposure Visits, Trainings, Workshops, etc.

Modules of Entrepreneurship Development Programmes (EDPs) will be given to develop entrepreneurship in the artisans.

To help the artisan with design and development of products that will sell.

To provide the most effective situation-specific business solutions in supporting micro-enterprises in all areas of enterprise management.

“Mainstreaming Rural Products”

To develop a reservoir of resources in terms of audio- visual aids, publications, data banks, design & pattern banks for all the developed prototypes to meet future endeavours and this would be available to the artisan groups for facilitating their enterprises.

To provide better packaging for products.

To provide the artisan with information on market forecasts, international buying cycles and trends, market analysis / intelligence and market opportunities.

To link artisans with the market place through export networks and through exposures to trade fairs and exhibitions.

Organising Marketing Events and all other marketing efforts to mainstream the Rural Products, i.e. participation in state / national / international level exhibitions.

Special Projects for Udaipur division - I

Name: “Main Streaming Rural Products” under Special SGSY Project

Partner: Ministry of Rural Development, GoI

Period: 2004-2007

Amount: Rs 5,26,00,000/-

Project Area: Rajsamand, Banswara, Dungarpur & Udaipur

Key Interventions:1. Revival of ethnic crafts2. Socioeconomic development of the BPL3. Design Support4. Technical support5. Common Facility Center6. Marketing & Credit FacilitationArtisan Beneficiaries

Groups/SHGs – 175 SHGs under 1 UmbrellaFamilies – 2960 (70%BPL & 30%APL) Families

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“Mainstreaming Rural Products”

Project Partners

S.No Partners Activity Action Taken

1. NID Design & Product Development

MoU Proposed

2. YASHADA Training, Research & Marketing

MoU Signed

3. NISIET EDPs MoU Signed

4. SEWA-PLACON Marketing Cell

Marketing Support MoU Proposed

“Mainstreaming Rural Products”

District Clusters Villages Families

Udaipur 7 23 1060

Banswara 4 14 600

Dungarpur 5 12 600

Rajsamand 4 21 700

Project Coverage

“Mainstreaming Rural Products”

Project Implementation Teams (PITs):- Four Project Implementation Teams have been identified.

S.No. District PIT

1. Udaipur IFFDC

2. Banswara GVT

3. Dungarpur IFFDC

4. Rajsamand Vishvas

“Mainstreaming Rural Products”

Funding Support for PIT :- The project covers 2960 families in two-phases, SAP 1 and SAP 2. The program funding under SAP 1 is as follows:-

Districts Families SHGs Federations / Clusters

Funds Allocated to

PIT

Udaipur 530 32 11 5.14 lacs

Banswara 300 17 06 2.74 lacs

Dungarpur 300 17 06 2.74 lacs

Rajsamand 350 20 07 3.22 lacs

The above funds have been made available to PITs for carrying out the assigned activities of Community Mobilization, Group formation, EDPs, Skill & Design trainings and market/credit activities, etc.