YSR Cheyutha – Society for Elimination of Rural Poverty, Government of Andhra Pradesh

SKOCH Award Nominee

Category: State
Sub-Category: Panchayat Raj and Rural Development
Project: YSR Cheyutha
Start Date: 2020-08-12
Organisation: Society for Elimination of Rural Poverty, Government of Andhra Pradesh
Respondent: Mr A.Md Imtiaz, IAS, Chief Executive Officer,SERP
Level: Premium


See Presentation


Case Study

Andhra Pradesh Helps Women Pursue Business & Income Generation Opportunities


YSR Cheyutha is a programme that helps women in Andhra Pradesh explore income generation opportunities.


Women from socially and economically weaker sections don’t have access to the financial resources and support needed to create or pursue new livelihoods. The women were also found to lack necessary niche skills and business development and marketing skills. They did not have the knowhow for sourcing quality raw materials at competitive rates or the funds to expand existing businesses.


The YSR Cheyutha programme offers financial aid of Rs.75,000/- to women aged between 45-60 years from socially and economically backward communities. The aid helps women establish small businesses and invest in skilling. The programme helps with sourcing raw materials with greater margins and selling outputs through links with MNCs. The Command and Control Room offers advice and insights into business management. The beneficiaries enjoy a 15% business margin through the marketing facility for existing livelihoods outputs via AJIO Business.


The project has helped 24 lakh rural women and disbursed Rs.8,800 crore in aid. Links with banks, CBO finance and other institutions have supplemented the state aid. Awareness-building campaigns have helped beneficiaries learn about tricks of the trade like sourcing inputs from retail stores instead of


Implementing the scheme during Covid-19 was the biggest challenge. Identifying and onboarding MNCs for linkages also involved a lot of effort.


SERP has made MoUs with companies like Amul, Allana, ITC, HUL, P&G and Reliance. These partners are offering technical support, retail opportunities, financial support, etc.


The government will oversee the processing and retail sectors to improve the state of aqua farmers. Future projects will include awareness-building programmes dedicated to the export potential of seafood products.


The locals can now both produce and purchase high-quality products at competitive prices.

For more information, please contact:
Mr A.Md Imtiaz, IAS, Chief Executive Officer,SERP at ceo.serp@gmail.com

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


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