Innovative Models in Skill
Development
Kerala Experience
Sarada Muraleedharan
Executive Director, Kudumbashree, Kerala
The Kerala Context
On the demand side
Urban agglomeration type settlement
pattern
High levels of disposable income
Demand for varied goods and services
Outsourcing of services
Home and institutional services
High levels of trust in branded, group-based
service providers
The Kerala Context
On the supply side
Relatively higher educational levels
High levels of exposure to various options
Strong preferences for specific types of
employment
Government jobs, Middle-east jobs etc.
Increasing preference for skilled
employment
Santwanam
Experiences - Santwanam
Door-step delivery of laboratory services
(Home based health screening)
Trained women
Equipment for basic tests
Standardised operational processes
400 women across Kerala
Monthly income between Rs.4,000 to
Rs.20,000
Santwanam - Genesis
Started off as a partnership between State
Bank of India, Kudumbashree and Health
Action by People (HAP)
HAP - NGO working on public health issues
Started in 200*
Santwanam - Responsibilities
HAP
Technical training and certification
Technical manual
Equipment support on cost basis
Laboratory equipment,
Uniform, carry bag, mobile phone
Regular supply of consummables at cost basis
Free maintenance of equipment
Free telephonic consultation with HAP physicians
Santwanam - Responsibilities
Franchisee
Monthly franchisee fee of Rs.500 to HAP
Adherence to protocol provided
Test charged for as per rates fixed by HAP
Kudumbashree Mission
Identification of trainees
Micro-enterprise financial assistance (loan & subsidy)
General training and support mechanisms
Liaison with HAP on policy issues
Special Livelihood Project - SLP
Based on concept of Local Economic
Development (LED)
Enable local production of goods and services to meet
local consumption demand
Bring together local businesses and urban poor
Local market opportunities matched with employment
needs
Led by Urban Local Governments
Anchored, mobilized and facilitated by
Kudumbashree CDS
Experiences - SLP
Pilot SLP in Malappuram &
Perinthalmanna Municipalities
Initiated in 2008
Community survey to understand livelihood
needs
Market survey to identify opportunities
Stakeholder consultations to clarify
requirements, terms & conditions etc.
Malappuram SLP
Service sector opportunities Home and Institutional house-keeping
Home Nurse care
Production sector
Food processing pickles, masala, flour
Centralized packaging facility
High-value vegetable production through
green houses
Malappuram SLP
Job opportunities for 140 persons
Production sector units operational
Ernad brand
Technical support provided by an established local
company
Marketing arrangements with existing producers
Green house operational
Service sector enterprises
Institutional house-keeping
Santwanam
Perinthalmanna SLP
Perinthalmanna is a hospital town
Service sector
Tie up with super-specialty hospitals for services
House-keeping, By-standers, interpreters
Home Nursing services
Mobile catering
Production sector
Milk, Mushroom, Meat production
Ornamental fishery
Collective farming of vegetables
Perinthalmanna SLP
Job opportunities for 472 persons
Production enterprises operational
Nature Fresh milk unit
Vegetable production
Service sector
House-keeping services in hospitals
Other SLP
SLP in Kanhangad Municipality
Tie up with local businesses
Opportunities for 384 persons
Service sector and production sector
opportunities
More municipalities currently preparing
SLP projects
Other Experiences
Kochi
Tie up with Dr. Reddys Foundation
54 persons trained and placed
25 in Hospitality, 29 in BPO
Minimum salary Rs.4500 per month
Thiruvananthapuram
House-keeping services for Regional Cancer
Centre
Market studies
City-specific market studies coordinated by
BSUP PIU
Kochi & Thiruvananthapuram
Collaboration with local business schools
State-level Scoping Study for Urban Livelihoods
Conducted by Margadarshak, Lucknow
Five Cities covered in first phase
Developing local resource pool to conduct
market assessments in all urban areas
Opportunities that exist
Three distinct types of demand
Demand for personnel without skills but based
on specific profile
Demand for personnel with specific skill
training
Demand not for personnel, but for services
provided by an institution
Different approaches needed to cater to
each of these segments
Issues and challenges
Inadequate information among beneficiary
communities
Mismatch between expectations and reality
Absence of capable institutional mechanism to
mobilize, facilitate and regulate
Policies of market players leading to exclusion
and exploitation
Preference for people from specific areas
Exploitative working conditions in certain sectors
Making use of opportunities
Strong community level support system
Mobilization of the poor, Awareness building
Strengthening CDS to function as platform for
facilitating interface between community and
market
Sensitizing local government leadership to
opportunities
Ensuring legal and ethical framework for
placement-linked employment to operate
STEP UP Kerala Campaign
Objective
Motivate and facilitate ULGs to undertake
employment generation for urban poor by
linking with local production and service
businesses
Components
Market assessment and identification of
opportunities
State level exercise covering major ULGs
Develop protocol for others to follow
SLP by all ULG
Mobilization of the community network
Selection of Skill Training Implementation
Agencies (STIA) and training programmes by
them in identified opportunities
Review and monitoring
STEP UP Kerala Campaign
State level Steering Committee to guide and
monitor the campaign
Principal Secretary LSGD Chairman
Executive Director, Kudumbashree Convenor
Director, Urban Affairs - Member
Chairman, Chamber of Municipal Chairmen - Member
Request for Proposal for selection of STIA to be
initiated after end of code of conduct period
