|
 


  

÷

À





 

 

÷ Government of Andhra Pradesh has began a Society for Elimination of Rural Poverty
(which will be here after referred to as SERP) in 2000 for making concentrated and focussed
efforts to create opportunities and to hand hold the poor and bring them out of poverty in a
sustained manner. The Department of Rural development stood as the incubator for the
project and still hosts the project. Of the basket of opportunities provided en route to
elimination of poverty in rural Andhra Pradesh, î
  
   

 î  was set up as a society (initially part of SERP and now a sister
organisation of SERP) to provide employment to the rural unemployed youth. Now a five
year old, EGMM has emerged as the largest Jobs mission working for the underprivileged
youth in India.

To date it has trained 2, 26,909 and placed about 70% of them in entry level corporate
jobs. 45% are girls and 37% are SCs/ STs. All the youth are from economically and socially
underprivileged sections of the society. EGMM works in a public-private partnership mode
with government, companies and the rural communities as its stakeholders. The entire
approach is a bottom-up, tailored to help the rural poor from the unorganized to the organized
labour market.


To train and place about one and half lakh youth every year, thereby helping those
many families take their first step out of the vicious circle of poverty.


Employment/employability enhancement of BPL Rural Youth through placement
linked market-driven trainings.

 !"
µOne Job for every poor family¶ as articulated by the rural community.

#$  
The brand EGMM has been built by its innovative products developed like the country's first
Grassroots level English, Soft Skills & Computers Academy, Textile Training Academy, and
Security Academy. EGMM has also customized the trainings linked to new investments like
Rural BPOs, SEZ's manufacturing units, etc. For the industry requirements, youth are trained
for a minimum time and placed directly. And innovations continued through to the biometric
attendance to improve transparency call centre dedicated to address the grievances, youth
centre meant to impart lifelong learning and finishing school fine tuning youth to improve
chances of greater pay.

The way ahead is thought out in the form of handing over a SIM to each youth
passing out of trainings and recharging it for the first 3 months so that youth stay in touch and
this helps in post placement tracking.

  
   
÷
 |
 

  

÷
%&



The rural and tribal poor youth hailing from agricultural and daily wage labourer
families earning barely Rs.12000 per annum now send home on an average Rs.24000 per
annum. This money is used for either educating a younger sibling or to repay a high cost debt
freeing them from landlords etc. Thus impact studies showed EGMM work takes families out
of poverty in a sustained manner.

À
  $'


 

 
 
'

 !"
÷ Objective of EGMM is to identify the rural and tribal poor, counsel, screen, train, and
place and take care of post placement support to see that these youth form a potential work
force there by helping the house come out of poverty. To do this, EGMM follo ws a
transparent and market driven approach which is divided into:

A.÷ Identification and mobilization

B.÷ Training
C.÷ Placement
D.÷ Post placement tracking


'
÷ Manpower at EGMM is of two levels:

÷ State team at head quarters

÷ District team in the field

The following organ-gram explains the EGMM team×÷

(
The process is explained step wise as given under:

Table explaining basic process of EGMM


  


 
  
 

!÷ Registering
÷ ÷ 
÷  ÷ 
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readiness form   
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×÷

÷ Monitoring and evaluation of trainings is done through a systematic and transparent

manner by a team of committed individuals across the ranks of EGMM which is as explained
in the organ-gram (page no«)

#, 
+* 
÷ EGMM has in place end to end software which feeds on the data from the field and
generates call letters to the required trainings as per specification and preferences of the
youth, maps them to the training centre and records even their training, placement and post
placement details (software flow is explained from page no« to page no«.).

To enable better and transparent maintenance of attendance, bio metric devices have
been installed one at each training centre (details given on page no«). This bio metric
attendance is used as a proof to indicate training and also to make payments for both training
and food and accommodation services provided by the organisation. On and above this,
checks are performed in random through APM/JDM/Quality executives/SMM/CEO during
their visits to the training centre before releasing payments (Software flow for making
payments is given on page no«).

À




÷ EGMM conducts employment linked trainings for the rural and tribal poor. These
trainings are done as per market requirements and are all employment opportunity providing
skill enhancement trainings. End measured output from the trainings is a gainful employment.
Keeping in view the requirement of industry and also the unused potential of lakhs of youth
in the state, the targets for EGMM are large and to meet these targets, EGMM has identified
several agencies which provide employment linked skill trainings to the youth in the age
group of 19-35. The agencies for the year 2010-11 are:

In order to set standards for quality and improve effectiveness of new initiatives,
EGMM has set up its own trainings where syllabus is designed and delivered by a group of
committed trainers and managers. The placement and post placement support and verification
is done by EGMM on its own for these trainings. These are:

÷ English Work Readiness and Computers course (under special Swarnajayanti

Gram Swarojgar Yojana-Special SGSY project)- 90 day duration
÷ Textile trainings- 45 day duration
÷ Security trainings- 15 day duration

  
   
÷
 |
 

  

÷
  -.

À
) -.À)

/ ) !

Keeping in view the standards expected in industry from among the aspirants seeking
entry level manpower jobs, Employment Generation and Marketing Mission (EGMM) has
ventured into the field of vocational trainings by setting up its own trainings in place of
appointing training partners. The English Work Readiness and Computers is a 90 day course
developed with the help of the British Council which equips the youth with a plethora of
skills like soft kills for communication, behavioural skills for behavioural attitude and
computer skills for handling computers.

The training is completely residential. Youth are provided with a pair of uniform and
shoe during the training. After they are placed, youth are paid support money of Rs 2000 in
order to take care of their pay for food and accommodation since they are likely to take their
first salary about a month after joining.

 !"
Objective of the project is to fine tune the skills of the youth who are unemployed and
make them employable at entry level and supervisory level jobs in the span of 3 months
across sectors like Retail, Hospitality and Information Technology Enabled Services.

À))))

EWRC course curriculum is an appropriate mix of English, Work Readiness and
Computers. Each day, a session of English is administered for 4 hours and activities for 2
hours while they are taught computers for 2 hours. Curriculum in detail is as follows:

1.÷ English: English is taught in order to install confidence in youth at work place.
Teaching English includes:
a.÷ English grammar including tenses, parts of speech, expressions etc
b.÷ Body parts, names of living beings and non living things etc
c.÷ Riddles, songs and other activities which improve the diction and listening
power of youth

2.÷ Work Readiness: Work readiness is taught in order to give the youth the required
awareness of the job conditions, regular pleasantries to be exchanged which include:
a.÷ ëctivities to boost the self confidence by making them solve innovative
problems
b.÷ Promoting team management skills by playing part of team in finding
solutions like treasure hunt
c.÷ Group discussions to enhance the communication
d.÷ Regular division of committees from among the youth who will take
responsibility of individual activities at centers like hospitality committee,
mess committee and disciplinary committee etc
e.÷ To maintain bank account, save money and send money home in order to
help their family

  
   
÷
 |
 

  

÷
f.÷ To cross roads and signals at work places in order to not panic working in
metros like Hyderabad, Bangalore and Chennai

3.÷ Computers: computers are taught in order to help the youth handle computers at work
place such that the youth can be employed in any place on the shop floor. Imparting
computer skills include:
a.÷ Training youth to use computers without mouse
b.÷ Training youth in basic trouble shooting
c.÷ Training youth in basic software like Microsoft word, Microsoft excel and
Microsoft power point. Basic operations is excel are also added in order to
help them perform basic calculations

4.÷ Interviews: Youth are helped with mock interviews which will help them face
interviews in a confident manner

   +' Methodology followed is activity based interactive learning

which includes chart preparation, role plays, songs and team games which will build an
overall learning inclination in the youth and help them focus on further studies at later point
in their careers.

#   
 Eligibility criteria for youth to undergo the course are:

1.÷ They must belong to BPL family

2.÷ Their mother or any relative has to be member of an SHG
3.÷ They must be above 18 years and preferably below 26 years
4.÷ They must have appeared and preferably cleared SSC or equivalent and must have
discontinued studies for financial reasons

%( +' Process followed in conduction of this program includes conduction
of a back end process and a front end process.

The back end process includes exploring the opportunities for the youth in market and
making Memorandum of Understanding (MoU) with specific organizations offering good
salaries for the youth. The companies have to then place their request for requirement from
time to time and recruit manpower as per availability.

The front end process includes mobilization of youth, registration into the database,
generating call letters for training with start date and centre address, admitting youth to
training centers from Day 1 to Day 10, generating inception request and closing the batch,
imparting training and placing them with various companies.

Process table with responsibility chart is explained in page no «

  
   
÷
 |
 

  

÷
0&
" 
 
1

Several new initiatives have been undertaken since April 2010 which has improved
the quality of the program by improving the conditions and infrastructure provided at
trainee¶s level. The initiatives are:
! ÷ Globally accredited skills school at Swamy Ramananda Tirtha Rural Institute,
Pochampallyº which is expected to become a model vocational training centre for
India and the world in short time. It is being equipped with state of the art
infrastructure and with several batches of special SGSY project being done at a time.

÷ outh resource centre at Red Cross T Chandra Sekhar Reddy Vocational Training
Institute, Hyderabad, which is hosting
 ÷ Ë

 º youth who undergo 45 day training in their districts and
come here to get acclimatized to the work in Hyderabad
 ÷ š   
º which visits the centres on a regular basis and updates them about
the parameters to be followed and intimates the deviations from the said
process. In a way, it helps in developing each of the centres into model centres
for their respective districts thereby setting standards
 ÷ À 


º which is useful in addressing the grievances of the youth at work
places and also informing youth about various options in trainings, in case the
youth are willing to join trainings
 ÷ Ë   



º which takes care of youth post placement by providing
them with hostels and also takes care of drop outs post placement

÷ ±





º which hosts a wide range of books in order to inculcate
lifelong learning as a theme for youth who come to the finishing school
 ÷ ë      


Which improves the knowledge of youth by watching
films of national and developmental importance

2.)
For placing the youth trained, EGMM works with about 350 companies among which
the prominent ones are:
KFC West Side retail Life Style
Mc Donald¶s Med Plus Pharmacy Café Coffee Day
Spar Future group Tata Docomo
Schneider electric Heritage group Apollo pharmacy

We are in the process of signing MoUs to provide manpower for some of the leading
BPOs in the next financial year.

3-



The program presently under special Swarnajayanti Gram Swarojgar Yojana project
will be implemented for 10000 unemployed beneficiaries this year and it is likely to be scaled
up further as it is being treated as a model for vocational training programs in India. Thus,
EGMM is doing an extensive market scan to capture the market for managerial level
employment also with the training material being revised and designed to impart more skills
on a regular basis to youth in order to inculcate in them, a habit of self learning which will
continue to be with them.

  
   
÷
 |
 

  

÷
4)+ !
At present the program is capped at Rs 15 crore and is expected to train at least 10000
youth while trying to place a minimum of 75% of the youth. Various expenditure heads under
the project and amount allotted are as given in page no«.


)+ -.À
 

1.÷ New batch must be in centre every 45 days i.e. by the time a batch completes 60 days,
next batch inception should have been generated.
2.÷ Seethampeta, Srikakulam, Vizianagaram, East Godavari, West Godavari, Nizamabad,
Warangal, Khammam, Adilabad, Medak and Kurnool should send all their trainees to
Red Cross finishing school at Red Cross T Chandra Shekhar Reddy Vocational
Training Institute at Masab Tank, Hyderabad on 45th day of every batch.
3.÷ Proceedings for 1 pair of uniform and shoe, ID cards, batch stationery like student
training material, post placement stipend, placement preparation amount, certification
amount, exposure visit, medical checkup and certificate amount and one time bus fare
for travelling from training centre to place of work and Buss pass (in case of non-
residential), should be approved at project Director/ Project Officer level with
inception report by 15 days of batch starting date failing to which the alert will be
escalated to the undersigned.
4.÷ A zero balance money account should be created for each trainee as soon as his name
figures in inception. All the support money should be transferred to the account thus
created.
5.÷ Batch assessment sheet should reach the State Mission Manager in charge of the
district and also the project by 45th day of the batch such that placements can begin by
60th day failing to which the alert will be escalated to the undersigned. Also mail a
copy of the Placement readiness form to egmmewrc@gmail.com
6.÷ Placements should be updated by 80th day of the batch failing to which the alert will
be escalated to the undersigned.
7.÷ Parents meeting must be conducted first time 2-3 days prior to starting date ideally
along with screening and second time prior to sending the batch to Hyderabad or for
placement.


)+ -.À


1.÷ Every trainer is expected to screen and select his batch.
2.÷ Each training centre will have a training centre coordinator who will be responsible
for overall discipline of the centre in issues such as maintenance of records of
attendance of trainees and trainers
3.÷ Every trainer will have a batch which they have to register online and they will be
given a log in online which show their performance in dash board.
4.÷ No trainer is expected to place youth locally without sending the placement readiness
form to the placement cell.
5.÷ No trainer is expected to take any form of money either in their accounts or in hand,
for distribution to youth. All distribution should happen through transfer from JDM to
the accounts formed in the name of trainees and the status will be viewed online.

  
   
÷
 |
 

  

÷
(+





Performance appraisal process for each trainer takes into account simple measurable
parameters like:

1.÷ Number of youth trained/ mentored- (this is seen as a direct measure of the
number of youth mentored)
2.÷ Number of youth placed- (this is seen as a direct measure of numbers trained
well)
3.÷ Number of youth working during post placement survey- (this gives the
information on the number of youth who will go on to work in future)
4.÷ Utilization of centre capacity to the fullest- (this informs about their
coordination as a trainer with the district team)
5.÷ Percentage of youth at inception Vs youth reporting for placement- (this
informs the mentoring skills of trainer)
Based on these parameters, performance is recorded and reports will be utilised for rewards
like:
Õ÷ Best EWRC training centre (capacity utilization)
Õ÷ Best trainer (average of all 5 points put together)
,+'
+'

Software flow enables smooth functioning of program and eases pressure caused due
to delays in file movement which have the potential to reduce the impact of the program by
causing delays. Software flow for the program is given in page no...
#,

+


Reporting formats are in sync with the needs of the Government of India since it is the
funding agency of this special project. Standard report formats are given in page no...

56


/ ) )

÷ Textile training is imparted to women and girls of age group 19-35 catering
specifically to the needs of the often neglected gender. Generally literates who can just read
and write are considered for the course. This course has not been taken up in all the districts.
It has been taken up only in couple of centres one each in Jangaon and RCTCSRVTI of
Warangal and Rangareddy districts respectively.

In the 45 days that youth spend at the centre, they are taught to stitch a shirt. Shirt is
taken as a training course because stitching a shirt involves lot of cumbersome process and
covers almost the entire manual used for teaching stitching.

 !"
Objective of the project is to fine tune the stitching skills of the youth who are
unemployed and make them employable at entry level and supervisory level jobs in the
textile companies.

À))))

Textile course Curriculum in detail is as follows:

  
   
÷
 |
 

  

÷
1.÷ Introduction to machine: First week is spent on introduction to machine and getting
hold on basic operations.
2.÷ Paper exercises for teaching designs: Second and half of third week are spent on
exercises on paper and getting perfection on machine
3.÷ Ëabric exercise on synthetic fabric: For the next 10 days, youth are taught to stitch
on synthetic fabric for similar exercises as that of paper designs.
4.÷ pecial additions like cuffs, button holes, collars, arms, slits, frills and pockets etc:
For the rest of the period, they are trained on special additions like cuffs, button holes,
collars, arms, slits, frills and pockets etc before sending them for placements.

   
 Eligibility criteria for youth to undergo the course are:

5.÷ They must belong to BPL family

6.÷ Their mother or any relative has to be member of an SHG
7.÷ They must be above 18 years and preferably below 35 years
8.÷ They must be able to read and write.

#( +' Process followed in conduction of this program includes conduction
of a back end process and a front end process.

The back end process includes exploring the opportunities for the youth in market and
making Memorandum of Understanding (MoU) with specific organizations offering good
salaries for the youth. The companies have to then place their request for requirement from
time to time and recruit manpower as per availability.

The front end process includes mobilization of youth, registration into the database,
generating call letters for training with start date and centre address, admitting youth to
training centers from Day 1 to Day 10, generating inception request and closing the batch,
imparting training and placing them with various companies.

Process table with responsibility chart is explained in page no«

%(
÷ Process is same as that of EWRC as given in page no...

#("()



EGMM intends to scale up this program to all the districts so that this becomes a
model to the other training partners who are in textile training sector. To encourage the youth
and to support them for their first month, EGMM pays a support money of Rs 2000 in the
first month per youth who go to work in the industry.

2,

+


÷ Reporting formats are same as for EWRC given in page no...

,) 

÷ Security training is considered the best training in terms of salary that youth receive
initially. Security training academies are there in every district where youth are trained for 15

  
   
÷
 |
 

  

÷
days before they are placed in the best of security academies which will further train them
and place them with required industries. For this purpose, EGMM has tied up with G4,
Securitas and RAXA, three academies which are internationally known for the quality of
security they offer to their clients.

Retired police officials are used as trainers in this 15 day module where youth are
taught on discipline and basic work ethics to be followed at the work place.

(
÷ Process is same as that is followed for EWRC as given in page no....

7


÷ *
  


 
   

 is the concept behind this new initiative

of EGMM. This model works on the basic assumption that there are a certain set of youth in
the market that does not need trainings. Basic grooming will take them to a job. Though this
model is new to EGMM as an organisation it has been well piloted and proven to be a success
instantly by all the district teams.

Before universalizing the concept EGMM has tested the model in different parts of
the state i.e. Chittoor, Vishakapatnam, Karimnagar and Rangaredy. In all districts the
response from the public and the results are positive. The aim is to scale up the numbers by
the next financial year

 !"
 To provide employment to the â  
  
â 
     


  

  by bringing both youth and the employer on a common platform

,

"


 Providing employment to an unemployed youth after a short duration induction
program will help the districts to reach out to more youth with less effort.

7
+/"
 Activities in implementing the Direct Placements concept are explained in detail in
page no...

(+&




 To enable effective implementation of the activities explained above the Districts
have to nominate one APM as the in-charge for Direct Placements. The APM In-charge
Direct Placements and JDM are jointly responsible for the progress of Direct Placements in
the district. The districts have to identify a dedicated centre to conduct Induction trainings
and the same has to be registered in the software The process of implementation step wise is
as follows:


 
 


  
   

 
  

º 

 
 

 
â 


 
  
   
 
÷

  
   
÷
 |
 

  

÷
#/

")The administrative guidelines for conducting direct
placements are as given in page no:

%)/


 The expenditures incurred for conducting direct placements in the districts will be met
from the APRPRP funds. The budget available under four different models is presented in
page no:

0,+'
+'

÷ Software flow for the program is explained on page no...

À
&
"
) ) 


÷ During the last 10 months, several new initiatives have been taken by EGMM in order
to make EGMM more efficient and youth benefitting. Several Government departments
working on similar lines have ben brought together through a seamless coordination to work
for a common cause of bringing those families out of poverty. Some of the initiatives are:

. À 5 À

 ,
 .  

 5
 )

.À5À,.5&
Finishing school emerged as a result of a tie up between Red Cross T. Chandra
Shekhar Reddy Vocational Training Institute (RCTCSRVTI) at Masab Tank in Hyderabad
and Employment Generation and Marketing Mission (EGMM). RCTCSRVTI owns the
building and has temporarily given the building to EGMM for conduction of vocational
trainings for conducting skill trainings for unemployed rural youth from across districts of
Andhra Pradesh.

RCTCSRVTI is an institute with state of the art infrastructure like 6 big classrooms, 2
conference halls, 1 Library, 2 AC computer labs with 50 computers, 50 Juki Machines.

 !"
To act as a youth resource centre for promotion of overall growth and lifelong
learning. It aims at provision of not just trainings but additional requirements like a
knowledge centre, facilitation centre, placement cell, call centre, finishing school for youth
and also houses quality cell.

÷

 /")
÷
înglish Work readiness and Computers (îWRC) ÷ Training program under Special SGSY
Project for the period of 45 days (Please refer to page no .... for EWRC).÷÷
Textile training program÷ for the period of 45 days to train and place youth in textile sector
and garment making industry
Ëacilitation Centre÷ which undertakes a plethora of activities for the youth. (Please refer to
page no .... for facilitation centre)÷
±nowledge Centre÷ aims to initiate a concept of cultivating a habit of perennial learning.
Under this initiative, an attempt has been made to keep available various reading material
under single roof.

  
   
÷
 |
 

  

÷
Call Centre÷ for recording and solving the grievances of youth. Any grievance which reaches
the call centre will be solved or escalated across the organisation. Bulk SMS software will be
used for all the internal information to the EGMM staff and used for the youth for the
interview calls.÷
šuality Cell ÷to bring effectiveness and consistency in the program delivery, it is envisaged to
setup a Quality Cell to bring effectiveness and consistency in the program delivery. Quality
Cell will continuously improve the program and make EGMM stand as a model vocational
training organisation in India
Placement cell÷ for conduction of interviews to youth in order to provide placement
opportunities

(+&




Process of implementation department wise is as given under:
÷
înglish Work readiness and Computers (îWRC): ÷÷The process for implementation is given in
page no....

**NOTE: In case of RCTCSRVTI and SRTRI, JDM is SMM-RCTCSRVTI and SRTRI and
Project Director is Executive Director, EGMM and the rest is same for software process flow.
÷
Textile training program:÷ The process for implementing the textile training program is as
given below:
÷
Ëacilitation Centre: ÷ The process of implementation of facilitation centre is given in page
no........
Call Centre:÷The process of implementation in the call centre is given in page no...÷÷
šuality Cell: ÷÷The process of implementation in the quality cell is given in page no...

-
/ 

ö÷ Other training programs like BPO, Hospitality and Home care nursing etc are planned
to be initiated in Red Cross.
ö÷ Continuous Learning concept for all the youth through distance learning program
ö÷ Alumni club to develop the alumni network to share their experiences and the other
job opportunities among themselves.

#)



For EWRC program and other initiatives taken under EWRC, the budget amount is borne
from the special Swarnajayanti Gram Swarojgar Yojana (SP SGSY) project. For details refer
to page no«.
EGMM has agreed to pay Rs. 2.00 Lakh per annum to Indian Red Cross Society towards
their staff salaries and apart from this EGMM has to meet the day-to-day expenses like
electricity charges, staff salaries, stationery, etc required for the centre.
A login is created for the manager and SMM of the RCTCSRVTI in order to act like a
JDM¶s login. For all software purposes, RCTCSRVTI is treated a separate district.

  
   
÷
 |
 

  

÷
%(+





Under Special SGSY Project, EWRC Trainers who are working at Red Cross -
performance appraisal will be based on norms already cited under EWRC at page no.....

0,+'
8'

÷ Software flow for RCTCSRVTI courses is given in page no...

2,

+


÷÷ ÷   

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Established in 1995, Swamy Ramananda Tirtha Rural Institute (SRTRI) at Jalalpur
Village, Pochampally Mandal of Nalgonda District, Andhra Pradesh, aims at visualising the
dream of the then Prime Minister of India Sri P.V. Narasimha Rao of creating an
appropriate platform for pro-active rural development initiatives´ in Andhra Pradesh..

The philosophy of the Institute rests upon holistic approach where the rural people are
provided with unhindered access to skills in latest sustainable technologies using improved
tools and equipment for enhanced productivity and quality dimensions. Special emphasis is
laid on capacity building and income generating of those who are underprivileged,
downtrodden, women, unemployed youth, and other vulnerable sections of the rural
community. The prime focus is on smaller technologies, which are sustainable and rural
friendly so as to enable the rural poor earn sustainable incomes and lead quality of life, and
thus bring in confidence among them to trigger off to a greater heights. Every initiative of the
Institute represents a smaller step towards realizing Mahatma Gandhi¶s dream of making
rural India the focal point of holistic development.

EGMM-SRTRI tie up is a result of the Department of Rural development,

Government of Andhra Pradesh thought to make two institutes of likeminded ideas work
together to achieve a globally accredited skills school.

 !"
SRTRI works with an objective of setting up a globally accredited skills school which
envisages at setting up standards in vocational training for India in particular and world in
general.

/"
Plenty of activity and energy is the key factor in the working of SRTRI. Brief
information on these activities is given under:

,

9/
9À+
:

 

To find suitable partnerships with globally reputed organisations for important market
linked and employment oriented trades for developing standard course content and to get
accredited those courses and to certify them.

  
   
÷
 |
 

  

÷
#5
+5

Objective is to device a well structured programme for training of the trainers in order
to ensure uniformity and quality in delivery of the training. The ToT will be run not only for
the Trainers of EGMM but also for the Trainers of various other placements driven training
agencies which are doing the skill development projects of EGMM and other Govt. agencies.

%(

+

)'  

  ) 
To prepare training modules customized to industry requirements.

0(++ 





 +

+  ) 
The skill school will conduct trainings based on the training modules prepared in
consultation with the industry in the following sectors.

%& ' 
 Keeping in view the increased demand for skilled labour in india in general and
Andhra Pradesh in particular, broad areas / sectors EGMM-SRTRI aims to work in future are,
ö÷ Banking & Finance
ö÷ Energy
ö÷ Agriculture & Allied
ö÷ IT / ITES
ö÷ Pharmaceuticals / Health
ö÷ Infrastructure
ö÷ Manufacturing
ö÷ Education
ö÷ Hospitality
3(+&



Youth will be sourced from Nalgonda, Guntur, Prakasam, Nizamabad, Karimnagar,
Mahabubnagar districts, etc with the help of district jobs team from their respective districts.
Training and placements will be conducted by the EWRC team at SRTRI. Process followed
is same as that of EWRC (page no...).
*Note: For all website purposes of software, SRTRI is treated as a separate district and
JDM¶s login is handled by manager/SMM-SRTRI and PD login is handled by Executive
Director or equal level officer from state office.

4)



;÷ For boarding & lodging of the EWRC batches students conducted at SRTRI, EGMM has
to pay Rs. 1500 per month per youth and apart from this EGMM has to pay the
electricity bill for the computer lab.

;÷ Mobilization and the transportation of the youth from the respective districts to SRTRI
campus shall met at the district level by JDM.

;÷ And all the other expenses shall meet by State level team (Manager) as per the EWRC
norms under Special SGSY Project.

  
   
÷
 |
 

  

÷
(+





Under Special SGSY Project, EWRC Trainers who are working at SRTRI - performance
appraisal will be based on proposed guidelines given in page no...

,+'
8'

÷ Software flow is as explained in page no...

,

+


    
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&
,.&

SRI (Skilling Rural India) is a new initiative of EGMM being implemented in
collaboration with Dr. Reddy's Foundation Hyderabad. To impart skills and place those
skilled youth with in 30 kilometer radius of the training centre is the key function of this
program.
 !"
The objective of this initiative is to provide In - Situ employment to the rural poor
youth after a short term training program. 
/"

The details of activities are as given under:
ö÷ The local employment opportunities are identified through a proper market scan
conduct at the district level. Youth meeting, the educational qualifications preferred
by the companies, will be shortlisted after a rigorous screening.
ö÷ Shortlisted candidates will be trained for a period of 10 to 15 days in basic work
readiness and soft skills before they are placed. 
ö÷ The program envisages identification of jobs with employers, mobilization and
screening, training on life-skill, work readiness for the 375 youth initially in 25
villages of a selected mandal in each location.

(+&




 The process of implementation for SRI program is:
ö÷ Youth will be sourced from the respective districts of Andhra Pradesh with the help of
district jobs team. Training and placements will be conducted by DRF Team.

ö÷ The program envisages identification of jobs with employers, mobilization and

screening, training on life-skill, work readiness for the 375 youth initially in 25
villages of a selected mandal in each location.
ö÷ Generating 1125 livelihoods in 3 districts initially (375 livelihoods from 25 villages in
each district) with a quarter wise target of 125 livelihoods in each district.

i.÷ Kadapa - Proddutur

ii.÷ Adilabad - Mancherial
iii.÷ Khammam - Sattupally

The project will be implemented in 5 stages

  
   
÷
 |
 

  

÷
÷ Market Scan of local industry/Opportunities
÷ Mobilization and screening the Youth
÷ Training & Counselling
÷ On Job Training / Placement
÷ Handholding

-
/ 

SRI training program is to slate to be implemented in other districts like Krishna,
Visakhapatnam, Chittoor, Ananthapur districts, etc.

#)



EGMM will pay Rs. 2100 per youth as a training cost to DRF and apart from this
EGMM has to distribute the stipend amount as given under:
ö÷ Rs. 2000 for candidates who go for Technical Training
ö÷ Rs. 1500 for candidates who go for On Job trainings
ö÷ Rs. 500 for candidates who go for Direct Placements
The amount is planned to be paid directly through their bank accounts.
%,+'
8'
÷ Software flow is as explained in page no...

À);)

:À
À<44:44
 To improve the beneficiaries retention in training and on the job by providing
information and counselling at all stages of the program a Counselling-cum-call centre is
being setup by EGMM at its EGMM -Red Cross Training centre, Hyderabad. It will be
Operational on all days of the week. The Centre issues regular e-mail / SMS alerts to all
SMMs / JDMs / APMs / Counsellors for monitoring and solving grievances.

 !"
 To act as a single window counter for all grievances of youth, from where the issue is
escalated to the required level for efficient and effective solution to the problem/ issue
reported.

(+&




 The Call centre is built and maintained by EGMM with software support from centre
for Good Governance, Government of Andhra Pradesh. Currently the centre is equipped with
a server, a dedicated PRI line, IVR and Bulk SMS facilities. The existing technology
supports a 30 seated facility but at present there are only two seats. It has a facility for call
recording, call diversion and providing information to the callers in the form of an SMS.

 The call centre run in two shifts in shifts. The shift timings are

y÷ First Shift ± 7:00 am to 2: 00pm

y÷ Second shift ± 2:00 pm to 9:00pm.





  
   
÷
 |
 

  

÷
      & '


  

 
  


1 Information Trainers/ APMs and JDMs Trainer in EGMM own This is a continuous process
about call centre inform about call centre to the trainings and APM in for every batch at the
youth charge for partner beginning
trainings
2 Registering a Youth call up on 04023311100 Representative of call Grievance can be addressed on
grievance to register their grievance centre the spot or passed on to next
level depending on availability
of information
3 Solving the Representative has a set of Representative If the grievance is not
grievance data. Using this, they try to addressed, it is passed on to
received solve the question raised. either trainer of that batch/
APM of the area/ JDM of the
district in a step by step
manner
4 Closing the Any grievance addressed Person receiving the alert One has to login to the call
grievance satisfactorily is deemed closed. (Trainer/ APM/ JDM/ centre and close the grievance
SMM)

)/


"    
  
 
     ( 
   )
 
 *    & 

        '

(+

"
)
+

Performance of call centre is evaluated based on the following parameters:

ö÷ Percentage of calls answered to the total number of calls received.

ö÷ Percentage of missed calls to the total number of calls received
ö÷ Percentage of Grievances redressed to the number of complaints registered

#(+




+ 6)"
 Performance of executives is appraised based on the following parameters:

ö÷ Quality of information provided to the youth ± assessing the calls recorded.

ö÷ Average call duration
ö÷ Percentage of calls answered to the total calls received by the call centre.

#



÷ To efficiently and transparently manage the menace of attendance and to formalize
the way attendance is recorded in trainings conducted by EGMM either through EGMM own
centres / through partners, EGMM has envisaged to introduce a system that will enable the
JDMs, SMMs and CEO to monitor attendance remotely on a daily basis. After studying the
advantages in making the Bio-metric attendance part of the System it was made mandatory to
install a bio-metric device in all training centers and the training programs should begin only
once the bio-metric attendance facility is available in the center. The attendance captured will
be updated in the EGMM-MIS on a daily basis.

  
   
÷
 |
 

  

÷
# !"
To capture the attendance of youth at training centers is the main objective. It is done
on a real time basis(

1.÷ To monitor the attendance and status of training programs online.

2.÷ Bio-metric attendance liked payments towards lodging and boarding charges.
3.÷ To eliminate dummy trainees

#(+&




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 The cost of the device is Rs. 21,750. This is the initial investment and has a recurring
cost of Rs. 200 per month towards the GPRS services. The districts can procure devices for
EGMM own centres and for NAC training centres dedicated for EGMM trainings. Financial
provision for procuring the devices and the monthly expenditure will be allocated to the
districts.

  
   
÷
 |
 

  

÷
#%,+'
8'
÷ Software flow for installing biometric devices is given on page no...

#07+7"&


5) , 

ö÷ 
  
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  1  ,    |-  1 1  
1        
  

( *  

1 G with a box and I GPRS active and Device pushing the data NA

2 G with a box but no I GPRS active and device not pushing data Contact the device service provider

3 Only G GPRS is active. Might not have enough Pay the bill and contact the SIM
balance in the SIM card. card provider.

%-
7"
*À -+
7


÷ ?
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*÷*÷A0B÷ ÷
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 ÷÷÷ roles & responsibilities÷
÷0÷÷ ÷

|
÷ ÷
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÷
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 ÷
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÷
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 ÷ ÷  ÷ 

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÷
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 ÷÷÷
÷ ÷

  
   
÷
 |
 

  

÷
%(+



÷ Process of implementation for the program through Women development and Child
Welfare Department is as follows×÷


  


 
  


1 Registering Youth are registered by APM direct Continuous process. Any youth
youth database Anganwadi field staff placements. Formats 1 who aspires for a job through
and 2 for the purpose EGMM has to undergo this process
2 Updating of Database collected and JDM in coordination To be done at least 15 days before
software consolidated by CDPO ICDS with respective APM the placement camp
database has to be entered into the in charge of direct
software placements
3 Note*
èote*- Rest of the process is as followed in direct placements͛ which is given on page
no͙.

%#(+

/


÷ After completion of the jobs programme, the JDM-EGMM has to enrol the youth data
base in the software. JDM has to send the progress report to the State Office EGMM and to
the Project Director, ICDS.

The Progress report should be in the prescribed format given in page no...

%%.8


Report formats are as given in page no....

0/ 
(
 ,
/À, /(,/À,

÷ Tying up with APSACS is another initiative taken by EGMM in order to cater to the
specific needs of the largely neglected but potential manpower.

0 !"
÷ To create sustainable wage employment and income generation opportunities among
 
 & + +  & + &&    , 

  ++  
through nurturing the skills of target group.

It aims at providing handholding support to assist them to pursue the right

employment opportunities in order to secure wage employment.

At present the project is implemented in 11districts of Andhra Pradesh namely:

Adilabad, Medak, Mahbubnagar, Kurnool, Ananthapur, Cuddapah, Chittor, Guntur, East
Godavari, West Godavari and Vizianagaram. Based on the results, it can be extended to all
districts of the state.

0/"
Mobilization for the project is managed by Cooperative for Assistance and Relief
Everywhere (CARE) since it has a strong foot hold in the area of work.
÷

  
   
÷
 |
 

  

÷
0.
. +/(,/À,?À/. :&@7&/* 
÷ APSACS, CARE INDIA AND EGMM are working on a tripartite model where
responsibilities are as given below:
÷
-. .î,** î 
ö÷ Programme designing and planning ö÷ Identification of potential ö÷ Financial / Administrative
as per requirements of the vulnerableopportunities in district, based on assistance for Orientation,
households. district specific employment Placement and counseling of
ö÷ Mobilization of households through opportunities. participants.
district / mandal level outreach ö÷ Provide training details to the ö÷ Identification of companies based
functionaries of DAPCU / DoHFW. candidates on youth profile and selection of
ö÷ Coordination with district level ö÷ Link the interested, educated participants.
departments for programme unemployed to the placement ö÷ Provide employment & Trainings
monitoring. agencies to the youth selected during
ö÷ MOU with EGMM ö÷ Mobilize the youth to training
for screenings
implementation of wage employment programs and for directly placing ö÷ Conducting Induction for
programs for HIV / AIDS infected them selected youth
and affected households. ö÷ Provide opportunity/ guidance to the
candidates for selection of right
activity
ö÷ Provide support services for
identification and mobilization of
participants
ö÷ Pro-policy and special allocations for
identification of educated
unemployed youth in wage
employment programs
è
÷

÷ ÷||
÷÷ 
÷÷ ÷
 ÷
÷ ÷÷
÷÷
 
÷ 
÷

0(



Process implementation for working with APSACS and CARE INDIA is as follows:


  


 
  


1 Registering Youth are registered by APSACS APM direct placements. Continuous process. Any youth who
youth database aspires for a job through EGMM has to
undergo this process
2 Updating of Database collected and JDM in coordination To be done at least 15 days before the
software consolidated by CARE India has with respective APM in placement camp
database to be entered into the software charge of direct
placements
3 Note*
èote*- Rest of the process is as followed in direct placements͛ which is given on page
no͙.

0#(+

/


÷ After completion of the jobs programme, the JDM-EGMM has to enroll the youth
data base in the software. JDM has to send the progress report to the State Office EGMM and
to the Project Director, ICDS.

The Progress report should be as per format given in page no.....

  
   
÷
 |
 

  

÷
0%.8


9
÷
*
÷÷
÷ ÷ ÷÷
÷

2@'A :/=/
÷ Newsletter aims to provide information about the various activities/training programs
being conducted by EGMM. It is essential to motivate the youth and create awareness among
them about the activities that are being sponsored by EGMM. By providing necessary
information about the training programs, one can mobilize the youth to take part in various
training programs conducted by EGMM.

The newsletter will be circulated among training partners, officials and also among
various training centres in order to keep them updated with information about all the
activities of EGMM. First edition of e-newsletter of EGMM was launched by 
( /(
/+ 0 
 the then Minister for Rural Development, Government of Andhra
Pradesh. The newsletter will be published on a quarterly basis.

EGMM, Hyderabad has prepared e-newsletter (Name e-gamyam) for which services
of Captain (Retd) K. Raghu Raman, Director, and WIDE REACH for design and print the e-
newsletter.

2)
÷ As per the discussion with Capt (Retd) K. Raghu Raman, Director, WIDE REACH
has agreed to design and print the e-newsletter. Budgetory allocation for news letter is made
from the amount sanctioned under special Swarnajayanti Gram Swarojgar Yojana (SP
SGSY).

3-' &
5
"

/&57/

3""'
The understanding with Andhra Pradesh Tribal Welfare Department resulted in
increase in the area of work with respect to tribal areas of Andhra Pradesh. EGMM now
works to train and place youth in private sector as entry level manpower while the
accommodation and food facilities including security. EGMM pays for the food and
accommodation in the form of user charges there by creating a win-win situation for both the
organisations and best possible employment for the skill sets possessed by the tribal youth.
3 !"
To enhance the employment/employability skills of rural and tribal poor by providing
placement linked employment trainings. Under the agreement, ITDA will provide for the
food and accommodation of the youth while training is imparted by agencies appointed by
EGMM.
3/"
EGMM offers a plethora of activities to the tribal youth in the following segments:
ö÷ Trainings & Placements
ö÷ Direct Placements
ö÷ Providing training for Government Jobs

  
   
÷
 |
 

  

÷
37+
"
+



3/" :
Placement linked trainings in EGMM with ITDAs happen as regular trainings with
little change in the software process (In place of software process for regular training, refer
to page no«.. and replace JDM by APM ITDA and Project Director by Project Officer,
ITDA. )

48/À&A&5/5&@À @5. 
4&)
÷ Facilitation Centre is one of the new initiatives of EGMM. Most of the youth trained
by EGMM are placed in the metros like Hyderabad, Chennai and Bangalore as good
employment opportunities with better pay are available only in metros. From EGMM¶s
observation, the youth find it difficult to get adjusted to the city environment. Thus, there was
a felt need for a helping hand to guide them during their initial days of stay in the metro. In
cities like Hyderabad and Bangalore finding affordable accommodation in the vicinity of the
work place is the major challenge faced by the youth and in the process, several youth come
back unable to adjust in the available accommodation due to issues like distance from the
work place and commutation problems to name a few.
In view of the above challenges, EGMM has taken up this step to support the youth
post placement by tying with facilitation centre during their stay in Hyderabad and
Bangalore.

4 !"
÷ The aim for provision of a secure safe & affordable Hostel Accommodation, Career
Counselling and Post placement support for youth trained and placed by the EGMM in the
cites of Hyderabad and Bangalore.

4)


÷ Through tender process EGMM entrusted these services to the third party to organize
facilitation centre. Expenditure incurred for Facilitation Centre in facilitating youth will be
met by EGMM as per the MOUs/Work order. All the services offered by facilitation centre
are free of service charge for EGMM youth.

4&


(
÷ The services of the facilitation centre are as follows:
1.÷ Provide list of Hostels and paying guest accommodation for youth to choose from.
2.÷ Negotiating with the hostels about the tariff as per the youth requirements.

  
   
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3.÷ Counseling about life skills like
;÷ Stay in Hyderabad,
;÷ Road traffic rules,
;÷ Discipline maintenance in the hostel,
;÷ Food habits,
;÷ City bus routes
;÷ Opportunities in Hyderabad and
;÷ Challenges at work place
4.÷ Facilitating to open the ³ZERO´ amount balance bank accounts to the youth.
5.÷ Counseling the youth for higher education ± continuous learning
6.÷ Facilitate in tying up accident and medical insurance facilities to the placed youth at
affordable prices.
7.÷ Providing the job change ± Better opportunities for the experienced youth who are
looking for change.
8.÷ Motivating through counseling to reduce the attrition.
9.÷ Conducting audit, monitoring and inspecting the quality of food, accommodation,
safety and other facilities provided by the hostels to the youth.

4.
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À"
a)÷ Trained youth accompanied by Jobs District Manager/ Assistant Project Manager or
training partner will arrive at cities for securing placements.
b)÷ Before their arrival the Jobs District Manager / Assistant Project Manager or training
partner shall coordinate with Facilitation centre for the purpose of finding suitable
Hostels for the youth. The JDM/ APM or training partner should provide the youth
details including the place of work to the facilitation centre at least one week prior to
their arrival.
c)÷ The Facilitation Centre shall furnish a report to the State Office, EGMM on their
activities, which shall be updated in the online software provided by EGMM.

4# ÷ 8))(


÷ At present EGMM is pilot-implementing these support services in Hyderabad and
Bangalore. EGMM is plans to extend the similar services in Chennai, Visakhapatnam,
Vijayawada and Tirupati based on the performance evaluation and lessons from the present
metros.

  
   
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÷ EGMM is making attempts to take up special project with State Home for women
where orphan girls and women are given accommodation till they complete their studies.
EGMM is now trying to add a dimension of job to these girls and women so that they are
saved from several societal consequences and can stand on their own.

À
#.)
9(
 
 
1


#.)

For any organisation to be effective, their employees have to perform. In EGMM, we
believe in self driven, motivated and performance oriented professionalism under a leader
who believes that one has to  
   

     À
  
   
 
 

  

In the past year¶s time several changes have taken place in the organisation structure
of EGMM. New recruitments were done and promotions have been given to the deserving
individuals.

# !"
Objective underlying the recruitment has been to improve the speed of work at
EGMM. EGMM has been a short staffed organisation since its establishment. Thus all the
recruitment aimed at bringing improvement in the work efficiency.

#7
+)

Keeping in view the increased targets and the need for handholding districts for better
implementation of projects, the following changes have been made to the profile of three of
the managerial staff. The work efficiency of these managers has been found good and
suitable for the considered profile. The details are as given under:

  &+
 -

&


! (!1( ! '

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1 Veludandi Prashanth Documentation Manager State Mission Manager
2 Kishore Kumar Paidimarri Young professional State Mission Manager
3 Subhash Kiran kasarapu Young Professional State Mission Manager

State Mission Managers were recruited in the 4 vacancies which existed. The
recruitments were done through a rigorous interview process at Alimineti Madhava Reddy
Andhra Pradesh Academy for Rural Development (AMR-APARD) and are as given under:

  &+


1 G Ram Reddy
2 Ch Naveen
3 D Laxmi
4 K Srinivas

  
   
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The special SGSY project offered a big challenge for the short staffed EGMM and
thus special recruitment drive was undertaken with the help of Alimineti Madhava Reddy
Andhra Pradesh Academy for Rural Development (AMR-APARD). The recruitments
included are as given below:

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+
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1 State Internal 1 1 1 0 Mr Kishore, SMM has
Project been appointed SPM
Manager Special projects thus
enabling one more
vacancy at head office
2 Regional AMR 3 1 0 3 People were not found
Mission APARD suitable for the post and
Manager the recruited one was
removed within the
probation period due to
lack of result oriented
approach
3 Executive AMR 13 8 5 8 People were not found
(Quality, APARD suitable for the post and
Placement and of the recruited, 3 left
cells and internal due to personal reasons
call centre
4 English AMR 75 69 64 11 Of the 500 and above
trainers APARD interviewed, only 69
and finally joined and of
internal these, 5 left due to
personal reasons
5 Wardens District 25 + 25 25 + 25 25 + 25 0 These were absorbed
and security level PD mostly from the
guards DRDA existing staff and are
retained

#(+)


Process followed for recruitment involved asking Alimineti Madhava Reddy Andhra
Pradesh Academy for Rural Development (AMR-APARD) which has followed a process of
paper notification followed by short listing from among the received applications and
conducting interviews for the shortlisted candidates.

The admitted manpower has been given three month probation in order to help
EGMM and also help themselves identify with the work culture and mission mode work of
EGMM. At the end of 3 months, one can chose to quit if he does not identify himself with

  
   
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EGMM. On the other hand, performance review was done and some of the recruited were
issued removal notice by EGMM.

## 6))    

For the above said process of recruitment, AMR APARD charged a recruitment fee of
Rs 16 lakhs which included recruitment advertisement, recruitment process facilitation,
honorarium for the interview panel etc.

&÷ ,+'
+'

)
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÷ Software flow for all the processes is made as user friendly as possible keeping in
view the internet speed and connectivity problems that rural Andhra Pradesh still faces. For
smooth understanding of software flow, screen shots with explanation are given below:

&&÷ 8

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÷ Work done and unreported in EGMM is equal to work not done. Thus EGMM has
developed a structure of standard reporting through simple and web based formats which will
be used for understanding the performance of the organization as a whole. The formats with
related explanation are given under:

&&&÷ /6)

&÷ / "
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÷ ± '

  
   
÷