Is DWCRA’s role really Emancipating Rural Women??: Is DWCRA’s role really Emancipating Rural Women?? A case Study Presentation PowerPoint Presentation: Development of women and children in Rural Areas (DWCRA) was launched as a sub scheme of IRDP(Integrated Rural Development Programme) during the year 1982-83. IRDP was found to be not making much impact as expected on rural women. So, DWCRA with exclusive focus on economic empowerment of women provides all these inputs by considering women as critical to development DWCRA was introduced for ensuring that the benefits of IRDP reach to women directly. The programme seeks to improve the access of rural women to health, education, safe drinking water, sanitation, nutrition etc. thereby bringing about an enhancement in the quality of general well-being of women & children. About DWCRA PowerPoint Presentation: The primary objective of the scheme is to focus attention on the women members of rural families below the poverty line to provide them the opportunities of self-employment on a sustained basis. To improve the quality of life of women and children. To provide an opportunity for income generating activities for individual through a group of women by building the existing skills and occupations , utilization of locally available resources and providing suitable marketing facilities, and To provide the market for the handcrafts products and un-organised FMCG products. To involve rural women to understand the importance of the hygienic products in the markets by providing sample sachets, instalment buying of household goods etc. OBJECTIVES PowerPoint Presentation: Strategy and Functioning The administrative set-up of DWCRA involved five levels - village, block, district, state and national levels . At the village level, self-help groups (SHGs) popularly known as DWCRA groups were formed. A group of 10-15 women used to form into groups with their collective strengths and start income generating activities and self-fulfilling opportunities. A group leader and Grama Sevika co-ordinates the group in various activities. Initially DWCRA --- motto of “Save a Rupee per Day”. DWCRA program was funded by both the central and the state governments in the ratio of 75:25 respectively. In addition, every DWCRA group could avail of a revolving fund of Rs 15,000 to meet its capital expenditure such as purchase of machinery. PowerPoint Presentation: Present Scenario in A.P For political benefits DWCRA has been integrated under the roof of various schemes with VELUGU of former Government to IKP(Indira Kranthi Pathakam) of present government. Society for Elimination of Rural Poverty (SERP) is implementing IKP now. There are 1,14,12,578 members in 10,27,930 SHGs exclusively for women. A total of 38,646 Village Organizations (VOs), 1098 Mandal Samakhyas (MSs) and 22 Zilla Samakhyas have come into existence in 22 districts. As on today, the total Savings and Corpus of SHG Members are Rs.3600.02 Crores and Rs.5333.48 crores respectively . Four rounds of training takes place so that a woman gets aware of the beneficiaries and actively participate in the program. PowerPoint Presentation: Income Generating Activities Out of many Income generating activities the following are the most productive activities: Dairy Development - Milk Animals Poultry Development Value addition to milk and its products Pickles Manufacturing and other household consumption items Agarbathi Manufacturing Tailoring and Readymade Garments Adda leaf plate making Bakery, Flour Mill, Papad making Handloom sector Restaurant, Super bazaars etc. Drying technology for fruits, vegetables, fish, prawns etc. PowerPoint Presentation: Marketing the Products Product: The home-made and hand made products form the unorganized products in contrast to the branded corporate products. These are most preferred by the rural people. Price: The pricing of the products is based on the competitive products i.e they price at a lower cost than the market value. Place: The group members themselves market their products without intermediaries from their homes itself. In case of some products where the products to reach the urban areas govt. organizes DWCRA Mela’s which are like rural supermarkets, where all the products can be sold and also the members can come to know about the preferences of the customers. PowerPoint Presentation: Promotion: There is no specific channel of distribution and promotional activities with these products, only way is Word of Mouth. PowerPoint Presentation: Success of DWCRA In the implementation of DWCRA, some States like Andhra Pradesh, Kerala, Tripura and Gujarat have performed very well while in other States, the performance and impact of DWCRA has been relatively poor. Awareness of the program and its benefits among the rural women. Dwcra replaces money lenders with high interest rates and provide independent financial assistance to the women. Rural consumers are now coveted a lot. Inflation may have been at close to double digits, but that hasn’t dampened rural spends because the rural markets are filled with these type of schemes. The literacy levels increased due to the different types of training and skills development periods. PowerPoint Presentation: Limitations Improper selection of groups; Lack of homogeneity among the group members; Selection of non-viable economic activities that are mostly traditional and yield low income. The linkages for supply of raw material and marketing of production are either deficient or not properly planned as a result of which DWCRA groups have become vulnerable to competition. The District Supply and Marketing Societies have been weak outlets for the sale of DWCRA products Lack of institutional financial support, inadequate training, a non-professional approach and poor access to upgraded technological inputs have deprived DWCRA groups from diversifying into high value addition activities PowerPoint Presentation: f) The assistance provided is too small to start any activity and the units either close down or become defunct in the early stages of formation. g) There is no attempt to combat the middle man's role in marketing the goods produced by the groups. h) There is lack of publicity with regard to availability of the scheme and its benefits to the rural people. i) The poor being unsure of their capacity to save, hesitate to join the groups; many a time initial mobilisers are biased and may exclude the poorest to participate in a micro credit program. PowerPoint Presentation: Possible activities with DWCRA groups Corporate tie-up with DWCRA groups: Corporates can easily establish their network distribution system in the rural markets. It is one of the opportunities to establish their presence in the rural markets. Like ITC, HUL the other industries also need to find out the untapped market in the rural villages. Planning commissions: These planning commissions, central governments, state governments and political parties also can easily identify their target markets( votes based on castes like women votes, consolidates sc’s and st’s votes) and design their strategies. PowerPoint Presentation: Corporate social responsibility activities: Companies can use these groups as their part time employees of the companies during their peak seasons. Mostly the servicing companies like hospitals, telecom services, can utilize these groups to expand their operations like providing the medical services to the rural women and children. Educational services: Educational institutions and coaching centres have the fair chances to improve their markets. PowerPoint Presentation: Conclusion DWCRA for sure benefits the rural women and plays a key role in emancipating women’s role in the rural areas. But it was successful only few states of our country. The programme has been facing many problems in its implementation. So by improving the strategies and working on limitations the program can be made valuable and genuine to the society. It provides lot of opportunities to the government and corporate to expand their potential operations in the rural markets. By the up- liftment of the poor will sure benefit to the country’s economic conditions.