Empowering Urban SHGs via Skill Development & Gig Economy And Empowering Urban SHGs Through Gig Economy Integration – Mission for Elimination of Poverty in Municipal Areas,Andhra Pradesh

Empowering Urban SHGs via Skill Development

Problem

  1. Informal and Unstable Employment: SHG family members were primarily engaged in unstructured, cash-based work without consistent income or employment security.
  2. Lack of Market Visibility: Skilled service providers lacked access to digital platforms, limiting their reach and potential customer base.
  3. Absence of Formal Certification: Many service workers operated without recognized credentials, reducing trust and employability.
  4. Gender Inequity: Women were underrepresented in skilled trades such as carpentry, plumbing, and appliance repair due to cultural and societal norms.
  5. Limited Digital Literacy: A significant number of service providers were unfamiliar with smartphones and apps, creating a digital barrier to participation in the gig economy.

Solution

  1. Skill Training via RPL-3 Model: MEPMA provided 60-hour Entrepreneurship Development Programme (EDP) training through NSDC’s RPL-3 model, covering technical and entrepreneurial skills.
  2. Certification by SSCs: Trainees were assessed and certified by Sector Skill Councils (SSCs), providing formal validation of skills.
  3. Digital Onboarding to Home Triangle: Certified professionals were onboarded onto the Home Triangle platform, offering real-time service booking and customer interaction.
  4. Free Branding and Tools: Service providers received uniforms, ID cards, and subscription fee waivers for three months to encourage adoption and boost credibility.
  5. Community Mobilization Through ULBs: Service Provider Identification Melas were held across 123 ULBs to engage SHG families and facilitate inclusive participation.

Outcomes

  1. 12,523 Service Providers Onboarded: Individuals were successfully trained, certified, and connected to the gig economy via Home Triangle.
  2. Income Generation Boost: Trained providers achieved an average monthly income between ₹12,000 and ₹35,000, improving financial stability.
  3. Increased Digital Literacy and Trust: Branded profiles and verified listings improved customer confidence and professional identity of service providers.
  4. Gender Inclusion Enhanced: More women entered non-traditional trades, contributing to gender equity and empowerment.
  5. Strengthened SHG Ecosystem: The initiative bolstered the credibility and earning potential of urban SHGs through formal market integration.

Innovations

  1. Walk-to-Work Livelihood Model: Enabled local employment, reducing travel time and aligning with sustainable urban planning.
  2. Digital Gig Integration: Linked service providers directly to customer demand via a tech platform, transforming informal work into formal gig employment.
  3. Training via Skill India Digital Hub: Trainings were conducted through the SIDH portal, ensuring quality and alignment with national standards.
  4. Three-Month Free Platform Access: Home Triangle waived subscription fees to ease entry barriers and encourage sustained use.
  5. Launch on International Women’s Day: Services were launched statewide on March 8th to symbolically highlight gender empowerment.

Outcomes

  1. Digital Illiteracy: Many providers struggled to adapt to smartphones and apps required for platform usage.
  2. Incomplete eKYC Documentation: Verification delays due to documentation issues slowed training and onboarding processes.
  3. Reluctance to Formalization: Some informal workers were hesitant to adopt digitally tracked and app-based work.
  4. Coordination Across Stakeholders: Aligning efforts between ULBs, SSCs, training partners, and the platform required persistent follow-up.
  5. Device Accessibility: Limited access to smartphones and digital tools among trainees impacted participation in some urban pockets.

SKOCH Award Nominee

Category: State Government – Municipal Administration & Urban Development
Sub-Category: secState Government – Municipal Administration & Urban Development
Project: Empowering Urban SHGs via Skill Development & Gig Economy And Empowering Urban SHGs Through Gig Economy Integration
Start Date: 1-01-2024
Organisation: Mission for Elimination of Poverty in Municipal Areas,Andhra Pradesh
Respondent: Tej Bharath N
https://www.apmepma.gov.in/index.php
Level: plantinum star

CLICK HERE TO VOTE FOR THIS PROJECT!

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Case Study

Empowering Urban SHGs Through Skill Development and Gig Economy Integration

Background and Rationale

Urban poverty remains a pressing challenge in many Indian cities, with large segments of the population reliant on unstable, low-paying, and informal employment. Recognizing this gap, the Mission for Elimination of Poverty in Municipal Areas (MEPMA), under the Department of Municipal Administration and Urban Development, Government of Andhra Pradesh, launched a transformative initiative to empower urban Self-Help Group (SHG) members through skill development and integration into the growing gig economy. Anchored in the Hon’ble Chief Minister’s visionary mandates of “One Family One Entrepreneur” and “Walk-to-Work,” this project aimed to enhance livelihood security, boost self-reliance, and promote digital inclusion for economically vulnerable communities.

The dual challenges of limited employment opportunities and lack of formal recognition for existing skills disproportionately affected SHG families, particularly women and youth. The project sought to bridge this gap by equipping these individuals with industry-relevant certifications, entrepreneurial acumen, and digital access to gig platforms—thus facilitating a structured shift from informal to formalized economic participation.

Strategic Objectives

The overarching goal of this initiative was to create a sustainable, scalable, and digitally enabled livelihood ecosystem for urban poor households. Five key objectives framed the project’s direction:

  1. Train and certify 12,523 SHG-linked service providers in trades such as beauty & wellness, carpentry, plumbing, appliance repair, and electrical work.
  2. Provide structured 60-hour entrepreneurship and skill training under the Recognition of Prior Learning (RPL-3) model endorsed by the National Skill Development Corporation (NSDC) and Sector Skill Councils (SSCs).
  3. Enable digital onboarding of certified professionals onto platforms like Home Triangle and Rapido to ensure immediate access to gig opportunities.
  4. Generate sustainable monthly income between ₹12,000 and ₹35,000 per service provider through continuous customer engagement and localized service delivery.
  5. Strengthen the SHG ecosystem by fostering formalized employment, increased customer trust, and inclusive urban economic participation.

Phased Implementation

The project was executed in a phased and methodical manner across all 123 Urban Local Bodies (ULBs) in Andhra Pradesh:

  • January 2025 – Mobilization and Identification: ULB teams organized Service Provider Identification Melas to engage SHG members. Beneficiaries were selected based on their skill sets and local market demand. The selection ensured that the skills were aligned with urban livelihood needs, especially in medium- and low-skilled service segments.
  • February to March 2025 – Training and Certification: A consortium of 17 training partners, empaneled under NSDC, delivered 60-hour structured RPL-3 training programs. These covered both technical competencies and entrepreneurship skills. Upon completion, participants were assessed and certified by relevant Sector Skill Councils such as Beauty & Wellness, Construction, Electronics, Plumbing, and Carpentry.
  • March 2025 – Digital Onboarding and Launch: Certified service providers received ID cards, uniforms, and branding kits. With MEPMA’s facilitation, they were onboarded onto the Home Triangle app with a three-month subscription waiver. The services were officially launched across all districts on International Women’s Day (March 8, 2025), symbolizing the commitment to gender inclusion.

This phased rollout ensured meticulous planning, skill enhancement, and market readiness, enabling beneficiaries to begin earning sustainably within their localities.

Challenges and Mitigation

The project encountered multiple operational and behavioral challenges:

  • Digital Literacy Barriers: Many beneficiaries lacked smartphone skills, which initially hampered onboarding. MEPMA conducted orientation sessions and provided hands-on support to bridge this gap.
  • Documentation and eKYC Delays: Verification processes were occasionally delayed due to incomplete documentation. Pre-screening efforts and support desks were set up to expedite these procedures.
  • Cultural Reluctance: A segment of workers was hesitant to shift from informal, cash-based transactions to app-mediated, traceable service models. Demonstration projects and peer encouragement helped overcome this resistance.
  • Stakeholder Coordination: Coordinating multiple actors—ULBs, training partners, SSCs, and Home Triangle—required intensive follow-up and streamlined communication protocols.

Despite these hurdles, the project’s commitment to inclusion and professionalism ensured its successful execution.

Key Outcomes and Impact

The results of the project have been both tangible and transformative:

  • 14,508 individuals received training and certification, of which 12,523 were successfully onboarded to digital platforms like Home Triangle.
  • Increased income generation, with average monthly earnings ranging from ₹12,000 to ₹35,000, provided financial stability and dignity to participants.
  • Improved digital access and customer visibility, with beneficiaries receiving branded uniforms, verified ID cards, and digital ratings—enhancing customer trust.
  • Boost in women’s participation, especially in non-traditional trades like electronics repair, contributing to gender equity in gig work.
  • Strengthened SHG infrastructure, reinforcing the integration of urban poor households into formal economic structures.

Scalability and Future Directions

The project’s success in Andhra Pradesh has laid the groundwork for expansion. MEPMA is preparing to extend this model to an additional 5,000+ service providers in Phase II, including new sectors like logistics, health, and retail. Furthermore, efforts are underway to:

  • Develop local language app interfaces for easier access.
  • Introduce performance-based incentives and insurance schemes.
  • Establish women-led service collectives and micro-franchises.
  • Forge partnerships with more gig economy platforms to diversify opportunities.

Lessons Learned

Several critical insights emerged from this initiative:

  • Confidence building is as vital as skill building. Professional branding and peer mentorship fostered self-belief among beneficiaries.
  • Community engagement drives success. Involving local SHG leaders and ULB officials enhanced participation and ownership.
  • Structured market linkages and post-training support are essential. Access to real-time jobs, combined with ongoing handholding, ensured sustained livelihood gains.
  • Platform dependency poses a risk, highlighting the need for multi-platform engagement and in-house digital empowerment.

Conclusion

By seamlessly integrating skill development, digital enablement, and market linkage, MEPMA has redefined urban poverty alleviation. This project stands as a robust, scalable model for empowering urban SHGs through the gig economy—paving the way for inclusive, dignified, and digitally connected livelihoods across India.

For more information, please contact:
Tej Bharath N at mdmepma2@apmepma.gov.in

(The content on the page is provided by the Exhibitor)

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