Market led Livelihoods and Skilling -The ORMAS Story – ORMAS, PR & DW Department, Govt. of Odisha
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Challenges in Rural Livelihoods and Market Integration
Problem
- Rural communities lack awareness and access to training, technology, finance, and equipment.
- Difficulty in accessing niche markets for rural produce through corporate, retail, and online channels.
- Need to create effective marketing opportunities for rural products at fairs and Melas.
- Shortage of skilled manpower, requiring training in placement, self-employability, and Entrepreneurship Models (SME).
- Challenges include preventing early marriages, empowering women, and supporting disadvantaged groups for social improvement.
Solutions
- Formation of CBOs like Producers’ Groups, Producers’ Companies, and FPOs to organize and empower rural producers.
- Conducting more than 700 fairs and exhibitions at various levels to promote and market rural products.
- Partnering with skilling partners to provide quality training to rural aspirants.
- Executing MoUs through Buyer-Seller Meet and Workshops to facilitate market linkages.
- Prioritizing women, Scheduled Tribes, and Physically Challenged candidates during counselling for skill development careers.
Outcomes
- Established 3812 Producer Groups, 23 Producer Companies, 71 FPOs, 35 Producer Enterprises, and 82 Rural Industrial Parks.
- Facilitated Rs 1800 crores in sales through diverse marketing channels.
- Trained 2,17,183 youths, with 1,05,705 employed in rural sectors.
- Formed partnerships with major buyers like ITC, Reliance, and others.
- Made rural produce available on Amazon Karigar and district-level e-portals.
Challenges
- Shortage of staff at sub-district levels impacts operations.
- Need for skilled trainers to teach market-oriented design to artisans.
- Initial funding challenges for CBOs, training, and market projects.
- Difficulty in coordinating efforts across departments and collaborators.
- Challenges in recruiting candidates for skill training, requiring incentives and community outreach.
SKOCH Award Nominee
Category: State Government – Panchayati Raj & Drinking Water
Sub-Category: secState Government – Panchayati Raj & Drinking Water
Project: Market led Livelihoods and Skilling -The ORMAS Story
Start Date: 4-01-2014
Organisation: ORMAS, PR & DW Department, Govt. of Odisha
Respondent: Guha Poonam Tapas Kumar
http://www.ormas.org/
Level: Premium
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Case Study
ORMAS: Driving Rural Transformation in Odisha
Summary
ORMAS, backed by the Government of Odisha, drives rural transformation through initiatives like Rural Industrial Parks, Producer Enterprises, and FPOs.
Problems
Rural communities face multiple challenges, including a lack of awareness and limited access to training, technology, finance, and equipment. There is difficulty in accessing niche markets for rural produce through corporate, retail, and online channels. Effective marketing opportunities for rural products need to be created at fairs and melas. Additionally, there is a shortage of skilled manpower, necessitating training in placement, self-employability, and entrepreneurship models (SME).
Solutions
ORMAS empowers rural producers through CBOs, including Producers’ Groups, Companies, and FPOs. It promotes products via over 700 fairs and exhibitions and partners with skilling organizations for quality training. Market linkages are facilitated through MoUs at Buyer-Seller Meets. Priority is given to women, Scheduled Tribes, and Physically Challenged candidates. ORMAS establishes Rural Industrial Parks, Producer Enterprises, and FPOs, focusing on value and supply chains, technology transfer, and capacity building.
Outcomes
ORMAS achieved significant milestones including forming 3812 Producer Groups, 23 Producer Companies, 71 FPOs, 35 Producer Enterprises, and establishing 82 Rural Industrial Parks. It facilitated Rs 1800 crores in total sales and trained 2,17,183 youths, employing 1,05,705 rural youth.
Challenges
ORMAS encounters challenges like inadequate staffing at sub-district levels, a shortage of master trainers for design development, initial financial constraints in project implementation, coordination difficulties across departments, and mobilization issues for skill training. These obstacles highlight the complexities in ORMAS’s efforts to advance rural livelihoods effectively.
Innovation
The project innovates through CBOs for resource access, Rural Industrial Parks for local business promotion, grassroots cadres for youth mobilization, and convergence with stakeholders for comprehensive solutions in market-led livelihoods and skilling.
Opportunities
Future opportunities in Odisha include scaling up production through FPOs and Producer Enterprises, promoting value-added products like Pineapple and Banana Fiber, capacity building with premier institutions, market diversification etc.
For more information, please contact:
Guha Poonam Tapas Kumar at ormas.ceo2022@gmail.com
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