Case Study

Subject: Rural Marketing

Submitted by:
Name: Rahul Viju
Section: Marketing
Department of Business Administration
Sahyadri College of Engineering and Management
Adyar, Mangaluru – 07

Submitted to:
Prof. Monisha Shetty
Department of Business Administration
Sahyadri College of Engineering and Management
Adyar, Mangaluru – 07

Submitted on:
5th April, 2020.
 RURAL MARKETING PROMOTIONAL SCHEMES

1. Swarnjayanti Gram Swarozgar Yojana (SGSY)/ National Rural Livelihood Mission.

Introduction

Swarnjayanti Gram Swarozgar Yojana which is redesigned as National Rural Livelihood

Mission was launched in 2011. Also known as Ajeevika, this scheme aims at empowering
women self-help model across the country. Under this scheme, the government provides a loan
of 3 lakh rupees at an interest rate of 7% which can be reduced to 4% at the time of repayment.
The scheme was aided by World Bank and aimed at creating efficient and also effective
institutional platforms for poor people. It also helped in increasing the household income by
improving access to financial services. NRLM also helps in harnessing the capabilities of the
poor so that they can participate in the growth of the economy of the country. In view of the
general conclusion that the IRDP was not very effective as a poverty alleviation measure, the
Swarnajayanti Gram Swarojgar Yojna (SGSY) was launched in April 1999 by revamping the
erstwhile IRDP, Development of Women and Children in Rural Area (DWCRA), Training of
Rural Youth for Self Employment (TRYSEM), Supply of Improved Toolkits to Rural Artisans
(SITRA), Ganga Kalyan Yojana (GKY) and Million Wells Scheme (MWS).

Features

1. Building up on the potential of rural poor by establishing a large number of micro enterprises
in the rural areas.

2. The emphasis is on the group approach more than individuals.

3. Once the micro enterprise in set, the key activities are to be identified in each block based
on the resources, occupation and availability of markets.

4. The projects are prepared in respect of each key activity.

5. The existing infrastructures are reviewed and gaps are identified and filled up.

Benefits

1. skill development through well-designed training courses.

2. It provides for promotion of marketing of the goods produced by the SGSY Swarozgaris.
3. SGSY has a special focus on the vulnerable groups among the rural poor and provides the
required help

4. It seeks to promote multiple credit rather than a one-time credit ‘injection’.

5. Creation of community of self-reliance and self-dependence.

Challenges

1. Non availability of markets.

2. No required skills and knowledge

3. Non availability of required infrastructures.

4. Dynamic market.

5. technological changes.

Conclusion

The SGSY has a definite objective of improving the family incomes of the rural poor and, at
the same time, providing for a flexibility of design at the grassroots level to suit the local needs
and resources. This can be very effective to reduce poverty in the backward sections and also
at the same time making them self reliant and showcasing their worth to the world.

2. Deen Dayal Upadhyaya Grameen Kaushalya Yojana

Introduction
Deen Dayal Upadhyaya Grameen Kaushalya Yojana (DDU-GKY) aims to skill rural youth
who are poor and provide them with jobs having regular monthly wages or above the minimum
wages. It is one of the cluster of initiatives of the Ministry of Rural Development, Government
of India that seeks to promote rural livelihoods. It is a part of the National Rural Livelihood
Mission (NRLM) - the Mission for poverty reduction called Aajeevika. The scheme will
benefit more than 55 million poor rural youth who are ready to be skilled by providing
sustainable employment.
This scheme derives importance from its potential to reduce poverty. It is also designed to be
a major contributor to the Prime Minister's 'Make in India' campaign.
Features

• Enable Poor and Marginalized to Access Benefits

• Under this scheme students are provided with training with no cost.
 • Reduction of poverty.
• Socially backward groups such as SC/ST are mandatorily covered.
• Services such as post-placement support, alumni network and migration support
• Regional Focus

Benefits

• It helps to improve the standard of living in rural areas

• It acts as a support for the Placed candidates
• At least 75% of the trained candidates are placed.
• Its improved development of individuals which enhanced the employability.

Challenges

• Lack of education across different places.

• Restriction caused by language.
• Lacking the need to be improved standard of living

Conclusion

DDU-GKY is applicable to the entire country. The scheme is being implemented currently in
33 States/UTs across 610 districts partnering currently with over 202 PIAs covering more
than 250 trades across 50+sectors. Funding components under DDU-GKY funds a variety of
skill training programs covering over 250 trades sectors such as Retail, Hospitality, Health,
Construction, Automotive, Leather, Electrical, Plumbing, Gems and Jewelry, etc. The only
mandate is that skill training should be demand based and lead to placement of at least 75%
of the trainees. This has changed the lives of rural people giving them more power financially
and there by creating a bigger market.

3. National Rural Employment Guarantee Act (NREGA)

Government of India through National Rural Employment guarantee Act 2005 aims to
provide for enhancement of livelihood security of the households in rural areas of the country
by providing at least one hundred days of guaranteed wage employment in every financial
year to every household whose adult member volunteer to do unskilled manual work.
Mahatma Gandhi Employment Guarantee Act 2005 (or, NREGA No 42, later renamed as the
"Mahatma Gandhi National Rural Employment Guarantee Act", MGNREGA), is an Indian
labour law and social security measure that aims to guarantee the 'right to work'. This act was
passed in September 2005.

Features

• MGNREGA was initiated with the objective of "enhancing livelihood security in rural
areas by providing at least 100 days of guaranteed wage employment in a financial
year, to every household whose adult members volunteer to do unskilled manual
work"
• create durable assets (such as roads, canals, ponds and wells).
• Employment is to be provided within 5 km of an applicant's residence, and minimum
wages are to be paid.
• MGNREGA is to be implemented mainly by gram panchayats (GPs). The
involvement of contractors is banned.
• Apart from providing economic security and creating rural assets, NREGA can help
in protecting the environment, empowering rural women, reducing rural-urban
migration and fostering social equity, among others
• The Gram Panchayat will issue a dated receipt of the written application for
employment, against which the guarantee of providing employment within 15 days
operates f) Employment will be given within 15 days of application for work by an
employment seeker. g) If employment is not provided within 15 days, daily
unemployment allowance, in cash has to be paid. Liability of payment of
unemployment allowance is of the States
• Each district has to prepare a shelf of projects. The selected works to provide
employment are to be selected from the list of permissible works The different
categories of permissible works are as follows: Water Conservation Drought Proofing
(including plantation and afforestation) Flood Protection Land Development Minor
Irrigation, horticulture and land development on the land of SC/ST/ -BPL/IAY and
land reform beneficiaries.

Challenges

• Corruption and disputes among government officials

• Exploitation from higher authorities
• Non-payment of wages
• Ill-treating laborers
Benefits

• E-Governance for Masses

• Enforcement of right based framework of law
• Creation of directory of assets created under NREGA
• Bringing all documents e.g. 4.7 crore Muster rolls, 11 crore job cards and 24 crore
worker’s information in public domain
• Strengthening the record keeping and financial accounting
• Assists Gram Panchayats in NREG Scheme Implementation
• Assisting the officers, Administrators, Programme Managers

Conclusion

The objective of the Act is to create durable assets and strengthen the livelihood resource
base of the rural poor. The choice of works suggested in the Act address causes of chronic
poverty like drought, deforestation, soil erosion, so that the process of employment
generation is on a sustainable basis works suggested in the Act addresses causes of chronic
poverty like drought, deforestation and soil erosion, so that the process of employment
generation is maintained on a sustainable basis Through this scheme a strong social safety net
for the vulnerable groups by providing a fall-back employment source, when other
employment alternatives are scarce or inadequate. Through the process of providing
employment on works that address causes of chronic poverty such as drought, deforestation
and soil erosion, the Act seeks to strengthen the natural resource base of rural livelihood and
create durable assets in rural areas. Effectively implemented, NREGA has the potential to
transform the geography of poverty

4.Provision of Urban Amenities In Rural Areas (PURA)

Introduction

Provision of Urban Amenities to Rural Areas (PURA) is a strategy for rural development
in India. This concept was given by former president Dr. A.P.J. Abdul Kalam and discussed
in his book Target 3 Billion which he co-authored with Srijan Pal Singh. The genesis
of PURA can be traced to the work done by Nimbkar Agricultural Research Institute in the
early 1990s on Taluka energy self-sufficiency.[1] It was shown in the study that energy self-
sufficient talukas can be a new development model for rural India in terms of creation of jobs
and better amenities to its population no make basic amenities like good roads and drinking
water accessible to people even in remote villages, The Ministry of Rural
Development (MoRD), Government of India has re-launched the scheme Provision of Urban
Amenities in Rural Areas (PURA) as a Central Government scheme during the remaining
period of the eleventh five-year plan

Duties

(i) Laying of policy guidelines

(ii) Selection of private developers for implementation of the scheme
(iii) Release of funds to the DRDAs
(iv) Monitoring and evaluation of performance

Features

• Evaluation and approval of Detailed Project Report

• Release of funds to DRDAs
• Convening the meeting of Project Screening and Monitoring Committee (PSMC)
Inter – Ministerial Empowered Committee (EC) Central Level for approving the
projects
• Monitoring / Evaluations
• Grievance redressal mechanism
• The first attempt of the government in this direction of delivering basic amenities and
infrastructure through this model to people in remote rural areas

Benefits

• Traditional knowledge base

• Usage of new Technologies
• Employment generation & help to reduce migration
• Mix of public and private partnership to achieve a common objective leading to
effective implementation of the act
• Inclusion of Rural artisans their skill enhancement
• Sustainable rural development model.

Challenges
 • Dispute between community and private developers
• Regional- Religion-Caste- Culture Conflict
• Corruption, Ignorance and complacency.
• Other parallel government schemes.
• Low quality of services

Conclusion

This model of PURA is more than a plan for "Providing Urban Amenities in Rural Areas"; it
is a "Partnership of entrepreneurs, government administrators and the local populace for
Urban Amenities within Rural Ambience". In contrast, in the present scheme of PURA, the
government proceeds alone; it does not let others have co-ownership.
It is expected that a scheme like PURA wherein all relate schemes for rural infrastructure 11
are being converged for a synchronized delivery for a period of 10 years,The PURA unit as a
whole should aim to improve the quality of life and welfare of the rural community
encouraging reverse migration of urban people to rural areas. Also, the PURA unit should
enable preservation and nurturing of our cultural heritage.

5.PRADHAN MANTRI MATSYA SAMPADA YOJANA

Introduction

The government proposed a Pradhan Mantri Matsya Sampada Yojana (PMMSY) to establish
a robust fisheries management framework and check gaps in the value chain. The government
has proposed to increase budget allocation for the Ministry of Agriculture and Farmers
Welfare by over 78 % to 39 lakh crore rupees for the current fiscal. out of the total
amount,75,000 crore rupees will be for the Pradhan Mantri Kisan Samman Nidhi. Besides
PM-KISAN, the government has proposed to increase the allocation for the Pradhan Mantri
Fasal Bima Yojana (PMFBY) to 14,000 crore rupees for the current fiscal. To ensure
Minimum Support Price (MSP) in times of steep fall in rates, the government has proposed to
increase the allocation to 3,000 crore rupees for intervening in the market in such times under
the Market Intervention Scheme and Price Support Scheme (MIS-PSS). To harness the
potential in the fishery sector, the government proposed a Pradhan Mantri Matsya Sampada
Yojana (PMMSY) to establish a robust fisheries management framework and check gaps in
the value chain. The finance minister has announced the launch of a new PM Matsya
Sampada Yojana 2019 to promote aquaculture. The govt has already constituted a separate
department for integrated development of fisheries. The central govt. has also created a
special fund to develop infrastructure related to fishing industry. This fundwould be used for
creation of fisheries infrastructure facilities both in marine and inland fisheries

sectors. The central govt. has targeted to augment fish production to achieve its target of 15
million tonne by FY 2020 would be done under Blue Revolution.

Features

1.Target audience of the scheme

The fisheries sector is the target audience of the scheme. Through the scheme benefits,
aquaculture would be promoted, and fishermen will get easy sources of funds by means of
this scheme.

2.Amount allotment of the scheme

An amount of rupees 7,522 crores will be given by PM Modi led Cabinet committee that
would help in improving Fisheries and Aquaculture Infrastructure Development Fund or
FIDF.

3. Better funding for the scheme

The central government is also planning to attract private funding sources to get a better
contribution to the fishing industry. In addition to this, the government is planning to deploy
top-notch technologies that would automatically improve the functioning of the fishing
sectors.

4.Eligibility criteria and documents required in the scheme

Income of fisherman

Identity proof

Benefits

• This yojana will create modern infrastructure with efficient supply chain management
from farm gate to retail outlet.

• It will increase growth of food processing sector in the country.

• It will increase GDP, Employment and investment.

 • It will help in reducing huge wastage of agriculture products.

• It will help in providing better prices to farmers and double their of income.

Challenges

• Lack of technology knowledge

• Farmer not ready to adopt new technology
• Farmers are unaware about the schemes

Conclusion

The main objective of this scheme was to promote agricultural sector of the rural parts of the
country. This has lead to the creation of a bigger market for various goods since development
of rural area were not only concerned about building roads but also connecting it to a urban
area and eventually converting it into an urban area.

6. PRIME MINISTER’S EMPLOYMENT GENERATION PROGRAMME (PMEGP)

Prime Minister’s Employment Generation Programme (PMEGP) is a credit-linked subsidy

programme introduced by the government of India in 2008. PMEGP is a merger of two
schemes, namely, Prime Minister’s Rojgar Yojna and Rural Employment Generation
Programme. This program focuses on generating self-employment opportunities through
micro-enterprise establishments in the non-farm sector by helping unemployed youth and
traditional artisans.

The Ministry of MSME administers the Prime Minister’s Employment Generation

Programme (PMEGP). The PMEGP Scheme is being implemented by Khadi and Village
Industries Commission (KVIC) at the national level. At the State level, the Scheme is being
implemented through State Khadi and Village Industries Commission Directorates, State
Khadi and Village Industries Boards and District Industries Centres and banks.

Features

• Assistance under the PMEGP is only available to new units that are to be established
• There is no income ceiling for setting up projects
• Existing units or units that are already availing any government subsidy (State or
Central) are ineligible
 • Any industry including coir based projects (excluding those mentioned in the negative
list) can take advantage of this scheme
• The per capita investment under the scheme should not exceed Rs 1 lakh in plain
areas and Rs 1.5 lakh in hilly areas.
• Maximum project cost Rs 10 lakh in the service sector and Rs 25 lakh in the
manufacturing sector is this limit.

Benefits

• MSMEs can upgrade their competence in terms of business and technologies by getting rated
through independent, renowned and professional rating agencies empanelled with NSIC.
• MSEs which get rated under NSIC- “Performance and Credit Rating scheme” have the liberty
to get rated by any one of the rating agencies of their preference.
• It also invariably increases their creditability in business and helps them in getting timely
credit from banks at liberal rate of interest.
•

Challenges

• Unawareness among rural people.

• The service is only available to newer units that are to be established.

Conclusion

Prime Minister’s Employment Generation Programme (PMEGP) is implemented with the objective to

generate employment opportunities in rural as well as urban areas, Creation of self employment

opportunities at local level, Mitigate migration of rural youth to urban areas, Increase wage earning

capacity of artisans and Increase growth rate of rural and urban employment. The other side of

PMEGP is facing many problems viz., inadequate response from Bank, Sanction of proposals from

the Bank at the end of the year, Reduction of Project Cost from the Bank, Disbursement of
the loan at the end of the year by the Bank and Huge pendency at branch and nodal banks.

7. Pradhan Mantri Sahaj Bijli Har Ghar Yojana–“Saubhagya”

Introduction
The Saubhagya Scheme or Pradhan Mantri Sahaj Bijli Har Ghar Yojana is an Indian
government project to provide electricity to the households. The project was announced in
September 2017 by Prime Minister Narendra Modi, who said that the aim was to complete
the electrification process by December 2018.[3] Certain households identified via the Socio-
economic and Caste Census (SECC) of 2011 will be eligible for free electricity connections,
while others will be charged Rs. 500. On 16 November, 2017, the government launched a
website saubhagya.gov.in to disseminate information about the scheme The total outlay of the
project is Rs. 16, 320 crores while the Gross Budgetary Support (GBS) is Rs. 12,320 crores.
The beneficiary household will get One LED lights, one DC power plug. It also includes the
Repair and Maintenance of Meter Only (R&M) for 5 years.

Features
• In case of un-electrified households located in remote and inaccessible areas, power
packs of 200 to 300 Wp(with battery bank) with a maximum of 5 LED lights, 1 DC
Fan, 1 DC power plug etc. may be provided along with the provision of Repair and
Maintenance (R&M) for 5 years.
• The details of consumers viz, Name and Aadhar number/ Mobile number/ Bank
account/ Driving License/Voter ID etc., as available would be collected by the
DISCOMs.
• The defaulters whose connections have been disconnected should not be given benefit
of the scheme. However, the utilities may consider settlement of old dues and
reconnection as per norms.
• The electricity connections to un-electrified households include provision of service
line cable, energy meter including pre-paid/smart meter, single point wiring. LED
lamps and associated accessories in line with technical specifications and construction
standard.
• All DISCOMs including Private Sector DISCOMs, State Power Departments and RE
Cooperative Societies shall be eligible for financial assistance under the scheme in
line with DDUGJY.
Benefits

• Access to electricity would substitute the use of Kerosene for lighting purposes, resulting in
reduction in indoor pollution thereby saving people from health hazards.
• Electricity access would help in establishing efficient and modern health services in all parts
of the country.

Lighting after the sunset also provides a sense of enhanced personal safety, especially for
women, and increase in post sunset social as well as economic activities.

Substitution of use of Kerosene with electricity for lighting purposes would reduce annual
subsidy on Kerosene and would also help reduce the import of petroleum products.

Challenges

• At present, the DISCOMs are under a huge debt burden running into thousands of crores of
rupees. Though the Ujwal Discom Awas Yojana (UDAY) has been proving successful in
improving the financial health of DISCOMs, the implementation of the Saubhaygay by the
end of 2018 is a major challenge for them.

• The transmission and distribution losses of over 20% need to be reduced to a negligent level
to achieve the goals of the scheme.

• The corruption and the apathy of the lower officials in the power sector should be corrected
for its successful implementation. The involvement of Gram Sabhas in the implementation of
the scheme is a welcome step in this regard.

Conclusion

This scheme was introduced with the motive of bringing electricity thoughout the nation. The
Saubhagya Scheme is a significant initiative since it touches various aspects of human life –
employment, health, education and education. Its successful implementation is key to
building smart villages, achieving energy security and improving the lives of people living in
remote and inaccessible areas.

8.COIR UDYAMI YOJANA (CUY)

Introduction

This is a credit linked subsidy scheme for setting up of coir units with project cost upto Rs.10
lakhs plus one cycle of working capital, which shall not exceed 25% of the project cost.
Working capital will not be considered for subsidy. The Scheme covers any type of coir
project with project cost upto Rs.10 lakhs plus working capital, which shall not exceed 25%
of the project cost. However the working capital shall not be considered for subsidy. The loan
under the Scheme is without collateral/third party guarantee. It is open to individuals,
companies, Self Help Groups, Non-Governmental Organizations, Institutions registered
under Societies Registration Act 1860, Production Co-operative Societies, Joint Liability
Groups and Charitable Trust.

Features

• The maximum coir project cost under Coir Udyami Yojana is up to Rs. 10 lakh in
which the cost of working capital is not included in the project cost
• The project cost plus one working capital cycle that shall not exceed 25% of the
project cost
• The scheme is launched by the Central government to establish micro and small level
coir units in the country
• Only 5% of the project cost has to be paid by the applicant, initially
• Applicant can avail the 40% subsidy from the government of the project cost
• Balance 55% of the project cost is granted in the form of a loan at the concessional
terms
• The project cost covers every kind of capital purchases. However, working capital is
not considered for the purpose of the loan and subsidy
• Companies, Individuals, NGOs, Self-Help Group, Registered Society, Production Co-
Operative Society and Charitable Trust can apply for this scheme

Benefits

1. The pattern of assistance under the scheme is 40 % of the project cost as Government of
India subsidy, 55 % loan from bank and 5 % as beneficiary contribution.
2. Financial Assistance in the form of subsidy and term loan would be provided to
Individual for the up gradation and development of its coir unit.
3. improve education
4. fuel economic activity
5. create more job opportunities across villages
Challenges

1. lack of last-mile infrastructure and affordability.

2. older schemes considered a village electrified even if 10 per cent of its households had
access to power.
3. public places like municipalities, panchayats, and hospitals in villages being electrified,
leaving many households high and dry

Conclusion

• The main objective was to provide subsidy for coir business units.
• The scheme main objective is to facilitate sustainable development of the Coir
Industry in the country and is under the ambit of Minsitry of MSME. To provide more
employment opportunities for women in the rural sector for gender empowerment;
• To enhance the socio-economic conditions of the producers/workers engaged in the
industry;
• To con tribute to inclusive growth of vulnerable sections of beneficiaries especially
those belonging to Scheduled Castes (SC), Scheduled Tribes (ST) and North Eastern
Region (NER);
• To give sufficient training to the rural youth of the coconut producing States with an
eye on attracting them to the fold of coir sector.
• To provide backward/forward linkages to the unit holders to whom assistance is given
under the Scheme.

9.Sansad Adarsh Gram Yojana (SAGY)

Introduction

Sansad Adarsh Gram Yojana (SAGY) is a rural development project launched in 2014 by the
Government of India in which each Member of Parliament will take the responsibility of
three villages and look after the personal, human, social, environmental and economic
development of the villages. This would substantially improve the standard of living as well
as the quality of life in the villages. No fundings have been provided to this project as
fundings can be raised through existing schemes.

Features

• inspired by society

• based on people's participation.

• demand driven

• Identify the Adarsh Gram

 • Facilitate the planning process

• Mobilise additional funds

• Monitor the scheme

Benefits

The activities and outcomes will cover broad development indicators such as health, nutrition
and education through organizing immunization drives, improving mid-day meal schemes,
improving Aadhaar enrolment, setting up “smart schools” with IT-enabled classrooms and e-
libraries, improving panchayat infrastructure under schemes such as MNREGA and
Backward Regions Grants Fund. A series of measures speak of better implementation of
existing and new schemes and laws including RTI Act, National Food Security Act, National
Rural Livelihood Mission, Pradhan Mantri Jan Dhan Yojana, while at the same time
emphasizing “activities to improve hygienic behaviour” by encouraging bathing among
villagers, use of toilets and exercising for thirty minutes every day. It envisions social
development in villages through identifying a village day, a village song, and focusing on
alternative methods of dispute resolution

Challenges

• Corruption among the leaders which in-hand reduces the reach and affects the
implementation of the scheme.
• Mis-interpretation of the objectives.
• Difficulty to reach every part of the country.
• Language and regional barriers.

Conclusion

This scheme was introduced/put forward to develop the overall development of the country
from the regional and backward regions to improve the standard of living. At the State-level,
Chief Secretaries will lead an empowered committee on the same and the Minister for Rural
Development and Secretary, Rural Development, will chair two national-level committees to
track the scheme. SAGY is aiming at socio-economic transformation in the rural society. The
aim would be to inculcate a sense of pride, volunteerism, and self-reliance in villages. The
success of SAGY will be judged not by the allocation of funds and budgets spent, but by its
ability to fundamentally transform the culture of rural governance.
10.SCHEME OF FUND FOR REGENERATION OF TRADITIONAL INDUSTRIES.
Introduction
Ministry of MSME has launched this scheme in the year 2005 with the view to promote Cluster
development. KVIC is the nodal Agency for promotion of Cluster development for Khadi as well as
for V.I. products. As on date, a no. of 76 Clusters have come up as per the scheme and many of these
clusters have been completed. The scheme has been evaluated by Professional Agency and it has
rated the programme as successful. Ministry of Micro Small and Medium Enterprises, Govt. of India,
has issued Revamped SFURTI Guidelines, vide letter No.4(25)/2012-KVI-I(Part-III) dated 1st August,
2014 for development of clusters under the scheme of Revamped SFURTI programme, which will
develop three types of cluster programme. The Revamped SFURTI Cluster will intensify the
sustainability of the programme beyond the project period through creation of Special Purpose
Vehicle (SPV) or deemed SPV. Further, the revamped guideline has added many new features for all
round development of SFURTI clusters

FEATURES
• To organize the traditional industries and artisans into clusters to make them
competitive and provide support for their long term sustainability and economy of
scale;
• To provide sustained employment for traditional industry artisans and rural
entrepreneurs;
• To enhance marketability of products of such clusters by providing support for new
products, design intervention and improved packaging and also the improvement of
marketing infrastructure;
• To equip traditional artisans of the associated clusters with the improved skills and
capabilities through training and exposure visits
• To strengthen the cluster governance systems with the active participation of the
stakeholders, so that they are able to gauge the emerging challenges and opportunities
and respond to them in a coherent manner

CHALLENGES:
• The scheme supports only for new products, design intervention and improved
packaging and also the improvement of marketing infrastructure.
• Lack of information about the scheme

CONCLUSION:
The scheme has provision for soft interventions including skill training, capacity building, design
development, etc. hard interventions including Common Facility Centres, Raw Material Banks(RMB),
training centres, etc. and cross cutting thematic interventions which include brand building amp;
promotion, news media marketing, e-commerce, innovation, Ramped initiatives and developing
linkages between clusters. In addition to Khadi and Village Industries Commission and Coir Board as
Nodal Agencies for Khadi and VI clusters and coir based clusters respectively, the revamped SFURTI
also provides for engagement of reputed national/ regional level institutions with sectoral expertise
in the major sub-sectors of the traditional industries, as Nodal Agency. The scheme also provides for
engaging the services of reputed national/ regional level institutions with proven expertise in
artisanal and small enterprise cluster developments as Technical Agencies to provide handholding
and implementation support to the SFURTI clusters.