WOMEN covered by the Development of Women and Children in Rural Areas (DWCRA) scheme produce more than 250 varieties of products. Milk and milk products, food items, eateries, handicrafts, agriculture-related, leather and brass products, readymade garments, embroidery and mirror work, coir, articles made from jute and sisal fibres,ornaments, articles for decorating homes and lace works, just to name a few.
These women are first made to invest their own money in the business; if they need to make high levels of investment, additional working capital is provided through revolving funds and loans from financial institutions under the Integrated Rural Development Project (IRDP) and Self Help group linking scheme of NABARD. Women's groups have the freedom to engage themselves in income-generating activities either individually or as a group.And most of the business tricks are learnt only on the job.
The unique feature is that these Self Help groups, which are vulnerable to personal and natural disasters, enjoy the opportunity to repay as and when they are financially sound, thanks to the flexibility in repayment schedules or goodwill banking.
In fact, till late '96, the marketing of the DWCRA products remained one of the weak links. However,the DRDA made a sincere effort to push DWCRA products by organising the first ever DWCRA mela in December '97, besides demonstrating the improved modern technologies to enable women learn and adopt them to increase productivity.
In 1997-98, products worth Rs 164.42 lakh were sold and more than 40 varieties of products were brought for sale. About 120 stalls were set up for sale and another 50 stalls exhibiting the tools and the technology used.As a result, the daily highest sale of Rs 7.49 lakh was recorded on January 2, 1998, while the minimum was Rs 3.88 lakh on January 28, 1997. Encouraged by the profitable sales at DWCRA melas, women's Self Help groups decided to make them an annual feature. DWCRA bazaar is the unique buyer-seller meet organised by the DRDA.
So far, more than 1,200 DWCRA groups participated and 276 varieties of products were exhibited for sale in such fairs,which have become the mainstay in the marketing of rural produce. Products worth about Rs 42 crore were on sale on the first day in the recently-concluded mela on December 22,1998. During the 10-day sale, products worth about Rs 3 crore were brought for display and sale as and when stocks got exhausted.There were 220 stalls and a bank extension counter on the exhibition premises itself to guarantee safe custody of daily sales collections.
While inaugurating the mela, Andhra Pradesh chief minister N. Chandrababu Naidu observed, "My government is committed to empowering the people in general, and women in particular." The chief minister reiterated that women in the state had earned a positive image for themselves by sheer hardwork and economic empowerment.
Whether it was terracota pottery works from Madanapalle (Chittoor district from where the chief minister hails),jute carpets from the Naxal-infested Warangal, leather products from Nimmalakunta (Anantapur), wooden toys from Kondapalle (Krishna), wool carpets from Khammam, handicrafts from Narsapur (West Godavari), pickles from Guntur, cotton and silk clothes and sarees from Dharmavaram, Venkatagiri, Paturu, Pochampalle and Gadwal or embroidery and knitted works—all were of rich, artistic value. And the marketing innovation ensured that these exquisite products were available closer home at prices that could mean competition for the organised sector.
Each shop had a story to tell about the involvement of the Self Help group members and their success stories. Says Kora Sambai of Jangu Bai DWCRA group from Ushegaon village in Adilabad district, "These melas should be conducted more frequently; not only are our products sold, but we also receive bulk orders for supplies from emporia and other organisations in the state capital, Hyderabad." What was more heartening to note was that many DWCRA groups considerably improved the quality and packaging of their products and this enhanced saleability in Bazar '98.Pragathi DWCRA group, which manufactured just 39 varieties of toys in '97, had come out with 69 varieties the following year.The group earned Rs 2.5 lakh in '98 against the Rs 1 lakh it netted in the previous year.
The Andhra Pradesh government has already chalked out its future plans by establishing a permanent DWCRA bazaar with the sole objective to enchance the participation of rural women in selling their products to local markets.
