One District One Product: Annamayya District - 2 | APPSC State Specific Preparation Course - APPSC (Andhra Pradesh) PDF Download

Introduction

• The ODOP initiative aims to foster balanced development across all regions by identifying and promoting unique products from each district. It plays a crucial role in boosting local economies and showcasing the diverse traditional craftsmanship of different regions.
• The Andhra Pradesh government, as part of the ODOP program, has designated one product from 13 districts, including Settigunta Wooden Toys as the secondary product from Annamayya District. Action plans are being developed to tap into the export potential of these products, contributing to the growth of traditional industrial hubs at the district level.

History and Significance

• Raja Rani Dolls, also known as Marapachi Dolls in Tamil, are a popular cultural item in regions like Andhra Pradesh, Tamil Nadu, and Karnataka. These dolls, representing a male and female pair, hold symbolic importance and are prominently featured in the Bommala Koluvu display during the Navaratri festival.
• Traditionally exchanged as wedding gifts, the Raja Rani dolls are intricately adorned with jewelry and traditional attire. During Dasara celebrations, a mock marriage ceremony is often conducted with these dolls, showcasing the rich cultural heritage and traditions of the regions they represent.
• The wood carving craft is a traditional practice in Lakshmigaripalli, Yanadi Colony, Settigunta, and surrounding villages of Rly. Kodur Mandal, Annamayya Dist. For the past ten decades, 264 craft families have been involved in this craft, irrespective of their caste.
• Around 350 artisans are currently engaged in the craft. They work collectively for the development of wood carvers into a professionally managed, self-reliant community. They operate based on principles of effective member participation and mutual cooperation.

Categories of Wooden Artefacts

• Raja-Rani Dolls
• Wood Turned Items – God & Goddess Idols
• Household items (Home Décor)

Craft

• The basic raw material used is wood, specifically country wood.
• Previously, artisans used Red Sander, Srigandam, and Barma Teak, but now they utilize country wood like country Teak, Venga, Neem, and Chimachintha.

Procurement of Raw Material

• Artisans purchase the required wood from Timber depots at Tirupati and nearby areas from local farmers.

Making of Toys

• The craft persons use tools like hand chisel, wooden hammer, and hand-operated saw for making dolls.
• Wood poles are cut into required sizes using a saw, shaped, and polished.
• The dolls are carved with a rough line sketch of Raja and Rani, then colored or dyed for finishing.

Product Range

Sample Figurines

Action Plan Report for Promotion of the Product

• For the purpose of enhancing the productivity and competitiveness of Wooden Toys (Raja-Rani Dolls) and other products in the Annamayya district Cluster, a plan is proposed. The goal is to significantly boost sales volumes through cluster development initiatives under the Micro & Small Enterprises - Cluster Development Programme (MSE-CDP).
• An Industrial Co-operative Society is established as a Special Purpose Vehicle (SPV) with support from the District Industries Centre (DIC) in Annamayya district. This society is registered under the AP Co-operative Societies Act of 1964 and is led by the General Manager of DIC. A Detailed Project Report (DPR) is crafted according to the latest MSME-CDP guidelines. The current proposal involves establishing a Common Facilities Centre (CFC) for the Wooden Toys (Raja Rani Dolls) Cluster in Lakshmigaripalli Village, Railway Kodur Mandal, Annamaya District, Andhra Pradesh.
• The SPV is concentrating on specific parameters including increased sales, diversified product range, expanded market presence, financial stability, and efficient management. 

The proposed initiatives under each focus parameter for the cluster development are as follows:

Initiatives by District Administration under ODOP

• Proposing Settigunta Wooden Toys (Raja-Rani Dolls) as a Cluster to promote the growth and development of artisans involved in this craft. This initiative aims to create a supportive ecosystem for artisans to thrive and excel.
• Conducting workshops and awareness programs to equip artisans with new skills and technologies. For instance, workshops on advanced carving techniques can help artisans improve their craftsmanship.
• Establishing woodcraft and toy making workshops to address the working conditions of wood carvers and provide them with a conducive environment to create high-quality products.
• Facilitating artisan participation in Trade Fairs and Exhibitions to showcase their products and expand their market reach. This exposure can lead to increased sales and recognition for their craftsmanship.
• Extending working capital loans and forming JLG groups to provide financial support and promote cooperative working among artisans. This financial assistance can help artisans invest in their businesses and improve their livelihoods.
• Implementing MEDP programs to diversify artisans' skills and income sources, such as the Doll Dressing program for women SHG members. These programs empower artisans to explore new avenues for growth and development.
• Conducting surveys to assess artisan needs, skill gaps, and market demands. By understanding these factors, interventions can be tailored to address specific challenges and opportunities in the sector.
• Organizing awareness programs to educate artisans on various aspects of their craft and business operations. These programs aim to enhance artisans' knowledge and capabilities for sustainable growth.
• Sponsoring artisans for participation in prestigious exhibitions to showcase their talent and products on a broader platform. This exposure can open up new opportunities and markets for artisans to expand their business.

Events and Promotional Activities

ODOP Sensitization Workshops

• A workshop is organized by the Development Commissioner of the Handicrafts Department, Government of India (GoI), to raise awareness about the craft and inspire the younger generation to pursue this profession.
• Another initiative involves an NGO called Sri Likhi Women Welfare Association collaborating with NABARD to conduct a one-week Skill Development Program (from 02-09-2022 to 09-09-2022) for women and local artisans.

Mentorship Program

Funding Support for Artisans

• Financial institutions provided bulk loans to meet artisans' working capital needs, which were then distributed to 125 artisans through the society.
• The District Industries Centre, Khadi Village Industries Board, and Khadi Village Industries Commission sponsored approximately 20 PMEGP applications to banks. The District Industries Centre facilitated the sanctioning of 15 applications under the PMEGP scheme.

Rules, Regulations, Acts, and Government Schemes Supporting the ODOP Initiative

ODOP Team Composition

Department providing institutional support to beneficiaries availing support under ODOP initiative

• Department of Industries
• District Industries Centre
• Room No 8, 9 & 10, Minority Girls Hostel Building,
• Near Collectorate, Rayachoty-516270,
• Annamayya District, Andhra Pradesh