APMAS AS A SOCIAL ENTERPRISE – FACTORS CONTRIBUTED

FOR SUCCESS AND ROAD BLOCKS

Submitted by

Srinadh Anne (24032)

ORGANISATION TRAINEESHIP SEGMENT

PRM 2003-05

Submitted to

Mr. C. S Reddy

CEO

APMAS

JULY, 2004

Faculty Guide

Prof. K.V. Raju

INSTITUTE OF RURAL MANAGEMENT, ANAND

 EXECUTIVE SUMMARY

Title : APMAS as a social enterprise – factors that contributed to success and road
blocks
Organization : APMAS
Reporting Officer : C.S Reddy
Faculty Guide : K. V Raju
Student’s Name : Srinadh Anne (24032)

Objectives:
Many significant changes in the operating environment of APMAS are being taking place, which have
impacted the strategy of APMAS. Process documentation of the organization is taken up to cover
major milestones or road blocs which contributed for the success or failure of the organization.
Scope: The study was confined to the Head Quarter and field visits to areas under two regional
offices.
Methodology: Review of APMAS literature, formal interviews with the staff, and structured
discussion mode interviews with key stakeholders including the board of directors.
Sources of data: Documents of APMAS and interactions with the staff, clients, Board of Directors,
International NGOs, donors and few SHG functionaries.
Findings:
With the active support from Government APMAS was established as a state level technical support
institution, for strengthening the women SHG movement though capacity building of the SHGs
promoted by government, NGOs. APMAS started functioning from 1 July 2001 and DFID through
CARE is funding APMAS. It works on ‘fee for service’ basis. Credibility at the initial stages was low.
Board played major role in survival organization. Committed staff and visionary CEO struggled hard
to establish the credibility. APMAS synergized the credibility it generated among the clients for better
causes such as bringing the NGO, Govt. promoters under a same platform through ‘Convergence’
programmes. The role has constantly evolved as facilitator from doer, as envisaged. Of late it started
foraying into livelihood enhancement under the capacity building activity.
Conclusions:
It was nurtured and ably supported by the visionary Board of Directors for during initial six months
after the inception as the credibility for APMAS as on organization was low and the organization even
enjoys these services of the board. Government as a principle SHPI (Self Help Promoting Institutions)
helped the organization to grow further. Staff commitment and competency are the main contributors
for the organization success along with other factors such as visionary board, proactive government,
assured funding and the unique work of capacity building etc. The hurdles for its progress are lack of
competent staff in the job market, inability to work in close with the banks, govt. policies, lack of role
clarity among most of the clients especially the roles of mentoring and handholding, image of being a
costlier to hire for the services, lack of second line leadership, meeting diverse needs of clients and
thin client base etc.
Recommendations:
As the good work goes and still there is lot it has to achieve to realize its vision and outputs as per log
frame. Being a state level technical facilitator ambiguity of its role among its clients is increasingly
becoming the reality. It is progressing on right track but government policies and lack of sufficient
number of competent staff in the job market may pose serious threats. It should act in these areas with
utmost care.
 ACKNOWLEDGEMENT

I am grateful to the Institute of Rural Management Anand (IRMA) for providing such an

excellent opportunity to undertake this study and also to my faculty guide Prof. K.V Raju

provided me the constant support and guidance whole through the study

I express my gratitude to Mr. Chandra Sekhar Reddy, CEO of APMAS, who happened to be

my reporting officer for encouraging and supporting by providing valuable inputs on time to

time. I am thankful to the few board members especially the Chairman Mr. P. Kotaiah and

few other important functionaries of Government of Andhra Pradesh for their co-operation in

providing me the appropriate information, despite busy in their daily schedule.

Srinadh Anne (24032)

ABBREVIATIONS & ACRONYMS

APARD Andhra Pradesh Academy of Rural Development

APMAS Mahila Abhivruddhi Society, Andhra Pradesh
APRLP Andhra Pradesh Rural Livelihoods Project
APUSP Andhra Pradesh Urban Services for the Poor
APWF Andhra Pradesh Womens’ Fund
AQAA Affiliate Quality Assessment Agencies
AQEA Accredited Quality Enhancement Agencies
ASP Ankuram Sangamam Poram
AVP Associate Vice President
BoD Board of Directors
CARE Cooperative for Relief and Assistance Every where
CASHE Credit and savings for Household Enterprise
CBNA Capacity Building Needs Analysis
CBO Community Based Organization
CC Community coordinator
CDF Cooperative Development Foundation
CDFI Community Development Finance Institutions
CEO Chief Executive Officer
CESS Centre for Economics and Social Sciences
CGAP Consultative Group to Assist the Poorest
CIF Community Investment Fund
CRI Critical Rating Index
DFID Department for International Development
DPIP District Poverty Initiatives Project
DPM District Project Manager
DRDA District Rural Development Agency
DRP District Resource Person
DWCRA Development of Women and Children in Rural Areas
EO Extension Officer
EoP End of the Plan
FAQ Frequently asked Questions
FCRA Foreign Currency Regulatory Authority
FI Financial Institution
FWWB Friends of Womens World Bank
GoAP Government of Andhra Pradesh
Governance ad Strategy, Resources, Asset quality and usage, Development and
GRADES Impact, Efficiency and Profitability, Systems and operating processes
GRAM Grambhyudaya Mandali
IB Institution Building
LAN Local Area Network
MACS Mutually Aided cooperative Society
M-CRIL Micro Credit Ratings &Guarantees India Limited
MF Micro Finance
MFI Micro Finance Institution
MIS Management Information System
MoU Memorandum of Understanding
MVTC Mandal Velugu Training Center
NABARD National Bank for Agriculture and Rural Development
NGO Non Government Organization
NIRD National Institute for Rural Development
PRIA Participatory Research in Asia
QA Quality Assessment
QE Quality Enhancement
SAP Standard Accounting Package
SERP Society for Elimination of Rural Poverty
SFMC SIDBI Foundation for Micro Credit
SHPI Self Help Promoting Institution
SIDBI Small Industries Development Bank of India
SKS Swayam Krushi Sangham
SLBC State Level Bankers Committee
SMFI Self Managed Financial Institutions
ToT Training of Trainers
UNDP United Nations Development Project
VO Village Organization
WE & SE Women Empowerment and Self Employment
YIP Young India Project