We are living in interesting times. We have the world’s largest young population and yet employers are constantly searching for the ‘right talent’. The same is true all over the world, states a report by Accenture . To add to it, most of the jobs from blue to white collar have undergone dramatic transformation and technology infusion, leading to a bigger gap.
Globally speaking, China in the next 15 years is expected to lose 45 Million from its ageing workforce, while India is expected to add over 100 Million young adults ready and waiting for work. Presently, there is a 55 million strong rural population unable to access work opportunities, due to socio-economic constraints and an experiential traditional agricultural skill that need to be upgraded for greater agricultural productivity and supplemented for transition to factories and industries.
Furthermore, the Honourable Prime Minister Shri Narendra Modi has launched the “Make In India (#MakeInIndia)” campaign to build and re-energize the Indian economy. But the success of the campaign hinges critically upon the availability of quality manpower.
The answer therefore lies in Skilling. Especially in rural India,
Moving people from poverty to productivity
The Ministry of Rural Development has been the pioneer to invest in Placement linked Skilling with a laser like focus on inclusive growth. Pandit Deen Dayal Upadhyaya Grameen Kaushalya Yojana (DDU-GKY) is the outcome of the learning and experience gained by the Ministry. DDU-GKY is therefore designed to skill the poor and disadvantaged rural youth to take advantage of the global demographic dynamics, job requirements and domestic industry landscape.
DDU-GKY is the skills action-arm of the National Rural Livelihoods Mission (NRLM), tasked with Skilling rural youth, moving them from poverty to productivity. It owns and manages the entire lifecycle of the process, from investing into Skilling Projects (at no cost to the trainees or employers) to identifying internships and placement opportunities, and to tracking career progression over a period of 3 years from graduation.
The main objects of DDU-GKY are:
Focus on rural youth from poor families in the age group of 15 to 35 years of age:
With Social Inclusion in its composition:
With Pioneering Progressive Innovation in its design :
Ownership of the entire lifecycle of the training and development process:
Through Market-linked, training process in PPP mode with partners that commit to quality :
Spanning over 250 trades and skills, as demanded and modified from time to time:
Assuring placement of 75% of all trainees, through support to the PIA as well as relationships with industry under ‘Champion Employers’ and other Schemes
Tracking performance post placement, supporting and offering career progression support to graduates and Project Implementing Agencies
DDU-GKY is currently being implemented in all 33 States and UTs, across 610 districts, partnered with over 400 Project Implementing Agencies, in over 250 trades across 50 sectors.
From the last Plan period of 2004/05 till 31st December 2014, DDU-GKY has trained over
1.1 Million individuals, of whom over 850,627 (over 77%) have been successfully placed.
DDU-GKY has so far committed an investment of more than Rs. 3,665.20 Crores in more than250 Programs, impacting 10,91,419 ruralindividuals between the ages of 18 and 35 years across the country, at an average per capita investment of Rs. 33,581.
DDU-GKY follows a 3-tier implementation model. The primary tier is the National Unit (NU) that functions as the policy-making, technical support, facilitation and investing agency. The next tier is the DDU-GKY State Skill Missions (SSMs) under the State Government/ State Rural Livelihood Missions (SRLM); who co-invest as well as directly supervise and/ or engage with implementation agencies. The last tier is the Project Implementation Agency (PIA). These are publiclyor privately held organizations from specific sector industries, education and training or NGOs who have a reputation in delivering skilling, training and development programs. For instance, the Internal Training Institute of Tata Steel, or Manipal Global, Manpower Group or Bhaskar Foundation or Future Learning are organizations offering diverse skills that partner with DDU-GKY as PIAs.
In keeping with changing times, industry landscape and blue-collar job roles, DDU-GKY, through its PIAs, have deeply invested into technology for everyday use. Some examples:
In addition, DDU-GKY as part of its management process and MIS requirements, ensures that all Project Implementing Agencies (PIAs) invest into IT infrastructure and is working on a nation-wide network for sharing real-time performance data, meaningful graduate and financial information and creating a strong independent Placement Initiative.
DDU-GKY has initiated some special plans for different regions in the country keeping in with very specific problems and/or opportunities. The initiatives are:
applicable in Jammu & Kashmir
applicable in 27 LWE prone districts in the states of Andhra Pradesh, Bihar, Chhattisgarh, Jharkhand, Madhya Pradesh, Maharashtra, Odisha, West Bengal and Uttar Pradesh
DDU-GKY enables industry to meet its demand for shop floor manpower in a sustainable manner by mobilizing the required manpower and investing in their skill development through curriculum and courses set by the industry. Many industries and corporates have recognized the need and value of these efforts. The program is also the only program that mandates specific hours of training of generic life skills including basic English, IT and soft skills which are considered are essential skills by the industry.
DDU-GKY provides special partnership programs that support Industry to collaborate with the program to meet its own internal HR and talent requirements.
A Champion Employer Policy whereby organizations that need 5000+ people per annum can tie up DDU-GKY. For instance, Café Coffee Day is a Champion Employer of DDU-GKY and promises to recruit 100,000 trained graduates, provide opportunities for On-the-Job Training as well Internships, besides regular employment, over the next 5 years. Apollo Hospitals and their training organization, Apollo MedSkills has committed an intake of over 10,000 trained graduates in Health Care over the next 2 years. Shahi Exports has committed an intake of over 4,000 trained graduates in a new facility at Bhubaneswar, India.
A Captive Employer Scheme in which an entity that can provide 500 or more captive jobs annually in own or subsidiary agencies/ companies the last two years can also tie-up and gain from DDU-GKY’s experience and training programs.
DDU-GKY also gives Preference to training agencies,whichhave proven experience in providing overseas placement in jobs starting at a minimum of US$ 500 per month.
DDU-GKY currently partners with leading organizations engaged in Skill Training. Some of them are: IndiaCan, Laurus Edutech, IACM, Aide et Action, Aroh Foundation, Bhaskar Foundation, CAP Foundation, Drishtee, IKYA Foundation, IL&FS Education, SkillPro, Manpower Group, Shri Ram New Horizons, Future Learning (a part of the Future Group), ProSchool (an IMS Initiative), Team Lease amongst others. Most of these are either leading Education/ Skill Development Institutes with highly qualified Trainers and Management or leading Businesses in their respective industries.
In addition, DDU-GKY also participates with leading employers like AVON, Eagle Hunter Solutions, Gati, Orient Craft,Samsung, Nokia, Lee Espirit Hospitality Management, Malwa group, Raymond, Aegis BPO, L&T group.
India is a country of large numbers. From recruiting enthusiastic aspirants to finding economic opportunities of sufficient scale constitute the key challenges faced by DDU-GKY everyday. The Ministry’s vision to support every single one of the estimated 55 Million rural youth from poor families within the next 15 years , and bring them out of poverty in a sustainable manner . This is a BIG challenge.
DDU-GKY has undertaken several programs and schemes to help in this endeavour. Some of the key strategic actions are:
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