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GRAM SHREE MELA FOR PROMOTION OF
MARKETING
OF PRODUCT PREPARED UNDER INCOME
GENERATION
PROGRAMMES OF CAPART, GOVT. OF INDIA
16.03.2007 to
25.03.2007
Anna Arangam,
Kancheepuram
Organised by
Shri AMM Murugappa
Chettiar Research Centre (MCRC)
Tharamani, Chennai 600 113
Shri. AMM Murugappa
Chettiar Research Centre (MCRC) is one of the very few institutions in
the country
that have made sustained efforts to apply Science & Technology to
devise, adapt and innovate
technologies that
live with the rural people. All the technologies developed here are
fully tested and then transferred to NGOs and other voluntary agencies
for implementation in the villages. The implementing
agencies are always provided with
adequate expertise through specialized training and workshop programmes.
Over the past years MCRC has established
a cordial and effective working relationship with the local government,
line departments of State/ District Administration and NGOs.
MCRC has organised many workshops,
seminars, awareness meetings and trained Women SHG members under various
programmes of CAPART. Interacted with DRDAs for promotion of rural
products produced by women SHGs and also assisted them to produce rural
products utilizing resources available in the rural areas
Recognizing MCRC's
long-standing reputation as a Science and Technology NGO, technology
provider and
keen disseminator of proven technologies The Council for Advancement
of People's Action
and Rural
Technology (CAPART), Government of India
has entrusted MCRC to conduct GRAM
SHREE MELA
for Promotion of
Marketing of Products prepared by Self-Help Groups and NGOs.
Objectives of the Gram Shree Mela
•
To
provide an opportunity for all rural producers and beneficiaries
supported by DRDAs and NGOs to
sell their products in urban markets and through this process sensitize
the urban consumer to rural India.
•
To
create opportunities for producers to interact directly with urban
buyers so as to understand their
taste, preference and choice.
•
To
upgrade marketing skills of producers as well as staff of supported
organisations by proving an opportunity to interact with marketing,
design and packaging professionals through the workshops
organised during the melas. The
participants in the workshop will be participant groups, government
department working in design development emporia representatives and
manufacturers. It is expected that
participant enrich with the latest designs, trends, choice and
preferences of the customers and
with the details of availability of machines and equipment. The
idea behind the workshop is to encourage and promote the participant
groups to come up with the quality products in future.
•
To enable producers to negotiate bulk orders, Buyer-Seller
Meeting (BSM) will be organised
during the mela. Local /District/State level manufacturers/State level
line department Government
officials will participate in
the meeting and facilitate the sale of rural products to the bulk
buyers.
•
To
provide an opportunity for different producer groups to interact amongst
themselves and learn from each
other
•
Buyers Seller Meets with local/district/state level manufacturers
involving emporia displaying/selling
such products and district/state level in line department government
officials will be organised
during the mela event. The Buyer seller Meets organised to facilitate
the rural producers/artisans
to establish coordination with the concerned officials of the government
and local/state level manufacturers.
•
Workshop on Rural Products will be organised at the Mela site to
discuss the potential new-products and improvements in displayed
products. The participants in the workshop will be
participant groups, government department working in design development
emporia representatives and manufacturers. It is expected that
participant enrich with the latest designs, trends, choice and
preferences of the customers and
with the details of availability of machines and equipment. The
idea behind the workshop is to encourage and promote the participant
groups to come up with the quality products in future.
•
Regular meetings will be held during the mela with informal gathering of
the participants to discuss the
problems and suggestive solutions.
The major highlights of this event
will be: -
-
Ten days
long duration includes two weekends and holidays.
-
Kancheepuram is the prominent Pilgrimage Centre and Commercial hub of
South India. The people of Kancheepuram and adjoining places enjoy
such melas and believe in gaining the maximum benefit from the same.
This major factor will enhance the sales figures.
-
This
exhibition will provide an opportunity to producers as well as the
buyers to identify the availability of products and current market
needs.
-
For
promotion of independent artisans, space equivalent to two stalls will
be provided where local artisans or artisans of SHG groups can display
and demonstrate their products.
-
Different
sections of the Mela are: -
a.
Sale section - SHG products, Khadi
Village Industry, KVIC, Herbal medicine and Craft
b.
Demonstration & Display section -
Artisan skills and Rural and Eco-friendly technologies
c.
Awareness creation exhibition
(Health, Sanitation, Environment)
d.
Govt, institutions to display their
services and publicity for common people
6.
This information on the event will
be publicized at local and state level using the effective media
and promotional
communication tools to facilitate access to larger marketing
opportunity.
This is the first time such state
level mela is organised in Kancheepuram District by the
CAPART. SHGs, NGOs and Rural
artisans from all over Tamil Nadu are participating in the mela
and displaying their products in the 50 stalls specially erected for this
purpose.
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