Under the project titled “Convergence of ORMAS and Mission Shakti for promotion of livelihood and marketing of rural products”, Directorate of Mission Shakti in partnership with ORMAS aims at promotion of various livelihood initiatives and marketing support to women SHGs. ORMAS is involved in both backward & forward linkages, an array of activities relating to marketing at the state level for identified rural products in different clusters of Odisha, identification of activity clusters for production, value addition, proper packaging, labelling, certification, branding of the rural products, facilitating bulk purchase of rural produces by establishing institutional / corporate tie-ups, retail outlets and organizing exhibitions at National / State and District levels.
The objective of the project proposal is to empower the rural Women producers through the marketing of rural products in convergence with ORMAS as it is important that the Women producer groups need to find a market for their products.
The project aims to supplement the resources available to work in all blocks where there is an opportunity to create micro enterprises mainly through Livelihood promotion and Marketing support with special emphasis on the need for formation & promotion of new Women Producer Groups (PGs), marketing / technology interventions, value addition through capacity building of the institutions and strengthening of the existing business incubation centres as these centres serve towards capacity building of SHGs and PGs.
Under the Livelihood Promotion, two key components are covered i.e. (a) formation & promotion of new Producer Groups (PGs) from among the WSGHs and Institution & capacity building of the PGs and (b) provisioning of working capital for the PGs.
Under the Marketing support, focus is on establishing market linkage for rural products made by Women Producer Groups and SHGs. The project envisages to address the issues of the marketability of the products and to ensure market access by providing training & facilitating marketing access for PGs through (i) exhibitions inside and outside the state, (ii) identification of potential buyers, (iii) establishment of marketing tie ups with potential buyers for marketing of rural produce, (iv) organization of zone wise buyers and sellers meet in collaboration with national & state level buyers from different sectors such as retail houses, traders, exporters & corporate houses for marketing of rural products, strengthening of the existing incubation centres for imparting training on entrepreneurship and providing infrastructure support & facilitation of marketing of the rural produce, development of a robust business plan, establishment of bank/credit linkage and provisioning of working capital. It is intended at providing livelihood promotion, marketing support, product development & promotion, branding of PGs, opening up of sales outlets, online marketing of the rural produce on the digital platform, orientation programme on marketing & livelihood promotion, strengthening of existing business incubation centres, exposure visit of PGs and WSHGs inside & outside the state on marketing & livelihood activities and funding two special projects at Kendrapara& Sambalpur districts respectively on establishment of Common Facility Centres at Kendrapara and establishment of Aggregation and Processing Centre for NTFPs at Sambalpur.