SUNAINA SAMRIDDHI FOUNDATION – A Leading Training Partner , PMKVY , ESDM

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.

Shri Narendra Modi has launched the “Make In India

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.

Pandit Deen Dayal Upadhyaya Grameen Kaushalya Yojana (DDU-GKY) Formally known as Ajeevika Skills

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.

About Pandit Deen Dayal Upadhyaya Grameen Kaushalya Yojana (DDU-GKY) 

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:

• MGNREGA worker households, with a minimum of 15 days of completed work
• RSBY households
• Antyodaya Anna Yojana card holding households
• BPL PDS card holding households
• NRLM-SHG households
• Households covered under auto inclusion parameters of SECC 2011

With Social Inclusion in its composition:

• SC/ST                  : 50%
• Minorities            : 15%
• Women                : 33%
• Persons with Disabilities    : 3%
• Special projects for special groups such as victims of trafficking, manual scavengers, trans-genders, rehabilitated bonded labour and other vulnerable groups

With Pioneering Progressive Innovation in its design :

• Support for retention
• Support for Career Progression
• Support for International Placement
• Tablet PC based training for every trainee
• Standard Operating Procedures to define quality with transparency  and accountability

Ownership of the entire lifecycle of the training and development process:

• Planning
• Implementation
• Monitoring

Through Market-linked, training process in PPP mode with  partners that commit to quality :

• Project Implementing Agencies
• Curriculum framing and Assessment through NCVT (National Council on Vocational Training) or SSCs (Sector Skills Councils) of NSDC
• Industry partnerships for latest technology and trends

Spanning over 250 trades and skills, as demanded and modified from time to time:

• From Jewellery to Counter Sales to IT-enabled Services to Mechanical, Electrical, Plumbing and Construction working
• Dedicated courses for soft skills, spoken English and basic computers
• In residential as well as non-residential well equipped campuses, with adequate technology as per industry norms and standards
• Evidenced training performance record through geo-tagged time stamped biometric attendance at centres

Assuring placement of 75% of all trainees, through support to the PIA as well as relationships with industry under ‘Champion Employers’ and other Schemes

• With a minimum recommended monthly salary of Rs. 6,000/-
• And a top-up monetary support where needed to ensure retention of job

Tracking performance post placement, supporting and offering career progression support to graduates and Project Implementing Agencies

• Awarding and rewarding performance through a Quality Certification Program

DDU-GKY Achievements till date

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.

Process of Delivery/ Implementation Architecture of DDU-GKY

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.

Employ of Technology

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:

• A Geo-Tagged Time Stamped Biometric Attendance Record: similar to what the graduates will eventually find in most organizations, this not only is used as a monitoring tool, it also makes graduates culturally familiar with contemporary technology
• Provision of a Tablet PC for all recruits, to teach them some basic computing skills as well as specific trade skills like Computerized Retail POS Billing Terminals
• Presence of Computer Labs and e-Learning Labs at Training Centres, to ensure that all graduates have access to a wider curricula and adequate learning opportunities

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.

Special Initiatives

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:

North-East:

• It is a special Initiative differentiated only on investment ratios
• Central Government through DDU-GKY invests 90% of the Project Cost
• States are expected to contribute only 10% of the Project Cost

Project Himayat:

applicable in Jammu & Kashmir

• Aimed at training and placing 100,000 youth from J&K
• Priority is given to School and College Drop-Outs
• Central Government through DDU-GKY invests 100% of the Project Cost
• As on date, 9 PIAs (including IL&FS, IndiaCan, CAP Foundation to name a few) are active in J&K
• Till date, Himayat has achieved 35,761 trained graduates, of whom 29,098 have been successfully placed in various jobs and organizations

Project Roshni:

applicable in 27 LWE prone districts in the states of Andhra Pradesh, Bihar, Chhattisgarh, Jharkhand, Madhya Pradesh, Maharashtra, Odisha, West Bengal and Uttar Pradesh

• It is similar to the rest of thecountry in the Investment Ratio
• It comprises of 4 completely residential training models
• National Institute of Rural Development (NIRD) is the designated Monitoring and Coordinating Agency
• Currently, 23 projects have been sanctioned with a total Investment of Rs. 45 Crores, aimed at achieving over 54,036 trained graduates at the end of 3 years

Industry Partnerships

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.

These include:

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.

Partners of DDU-GKY 

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.

Key Challenges and Future Vision

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:

• Alignment with the “Make in India (#MakeInIndia)” campaign to reassure large investors on the availability of highly skilled and employable manpower
• Incorporation of globally recognized and benchmarked skill areas and learning areas in the curriculum of various projects to cater to a global blue-collar demand
• Incorporation and employ of technology to build an adaptable and highly capable workforce that can work anywhere
• Preferential approvals and investing for skill training organizations that offer global placement services in addition to local
• Industry-centric partnerships that help to invest in industry’s ongoing HR and recruitment plans.
• Expansion into new skill and learning areas which are in demand, like Agricultural Tooling, Organic Farming and Irrigation, Health Care, Financial Services amongst several others
• Rural India Emblem for skills – a comprehensive quality system in training and for a period of 3 years post training, wherein graduates are meaningful ranked for performance and growth, to reassure and ensure the employ-ability across Indian and MNC corporate organizations
• Enterprise wide ERP System– to ensure transparency and build graduate profiles in an online employment exchange, an enterprise wide (including all 3-tiers of the implementation architecture) is mooted and expected to facilitate not only placements, but also visible growth for graduates and employers

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