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

Ponduru Cotton Sarees

The One District One Product (ODOP) initiative aims to support balanced regional development in all districts of India. Ponduru Cotton Sarees have been identified as the flagship product in Srikakulam District.

1. Origins of Ponduru Khadi

• Khadi from Ponduru, a village near Srikakulam, gained prominence during the pre-independence era, endorsed by Mahatma Gandhi in Young India.
• Ponduru Khadi is renowned for its softness and comfort, popular as fabric for sarees, dhotis, towels, and shirts. It is favored by individuals in India and abroad for its quality and simplicity.
• Notable figures like Mahatma Gandhi and Indira Gandhi appreciated the brilliance of Ponduru Khadi.

2. Production Process

• Made from Punasa Cotton, Ponduru Khadi undergoes a meticulous weaving process. The cotton is cleaned using a unique comb made from a catfish bone to enhance its sheen.
• Fibers are straightened, rolled, and spun into yarn using traditional techniques, including dyeing with natural colors.
• Ponduru Khadi distinguishes itself by being entirely hand-spun, preserving its softness.

Ponduru Cotton Sarees are a testament to skilled craftsmanship and the rich heritage of handloom weaving, embodying tradition and elegance.

Component Wise Action Plan Reports for (2) Cluster Development Programmes

Ponduru 1 Cluster Development Programme, Ponduru (Rs.in Lakhs)

Ponduru 2 Cluster Development Programme, Ponduru (Rs.in Lakhs)

Details of State Nodal Officer, District Nodal Officer, Nodal Department and Dedicated team for ODOP

Nodal Department

• Department of Handlooms and Textiles, Government of Andhra Pradesh

Dedicated team for ODOP

Dedicated helpline or call center/support desk for ODOP

• District Handlooms and Textiles Officer, Srikakulam - Contact No.: 9441673710 - Email: dhto.srikakulam.hnt@gmail.com
• Secretary, Andhra Fine Khadi Kaarmikaabhivruddhi Sanhgam, Ponduru - Contact No.: 7780377886 - Email: afkksangham@gmail.com

Initiatives Undertaken in Ponduru Village

• Smt. Nirmala Seetharaman Garu, Hon'ble Minister of Finance & Corporate Affairs, GoI, visited Ponduru Village on National Handloom Day (07.08.2021).
  
• She mentioned plans for establishing a Mega Handloom Cluster to enhance Ponduru Khadi & Handloom Products' brand value.
• Instructions given to prepare a Detailed Project Report for setting up Common Facility Centres, Design Banks, Upgradation of existing looms, modern printing infrastructure, and robust marketing channels.

Engagement with Khadi Spinners

• Smt. Nirmala Seetharaman Garu and Sri Tammineni Seetharam Garu interacted with Khadi Spinners in Ponduru.
  
• Foundation stone laid for a workshed to support Khadi Spinners.

Support for Weavers and Khadi Industry

• Initiatives to improve weaver artisans' living conditions and preserve traditional weaving art.

• Instructions for district employees to wear Khadi and Handloom apparels from Srikakulam district on the first Monday of every month.

District Collector Srikakulam Instructions

• In order to ensure fair prices for weavers and enhance the reputation of Khadi and Handloom textiles, Nirmala Seetharaman, the Honorable Minister of Finance & Corporate Affairs, Government of India, has directed the Collector and District Magistrate of Srikakulam to facilitate marketing opportunities for weavers through District Level Handloom Exhibitions.
  
• The District Administration organized an exhibition for three days, from 27.08.2021 to 29.08.2021, and then from 10.01.2023 to 12.01.2023 at Kalinga Vysya Kalyanamandapam, Srikakulam, utilizing District Collector funds to support the marketing of Handloom and Khadi products.
• Under the initiative of District Level Handloom Exhibitions, the Collector and District Magistrate of Srikakulam led an awareness campaign and Handloom Walk involving weaver artisans, community members, and representatives on the main road of Srikakulam town on National Handloom Day, 7th August 2022. Additionally, a Buyers Sellers Meet was held at NGO Home, Srikakulam, to showcase and promote Handloom products.
  
• The Collector and District Magistrate actively participated in the Handloom Walk on the eve of National Handloom Day.
• A Buyer Seller Meet, overseen by the Collector and District Magistrate of Srikakulam, was organized to facilitate transactions and promote Handloom products.
  
• NABARD conducted an Exhibition cum Sale inaugurated by the Collector and District Magistrate at Hotel Grand, Srikakulam, running for three days from 08.08.2021 to 10.08.2021 to boost the marketing of Handloom Products.

The District Magistrate's Initiatives in Srikakulam

• Inauguration of NABARD Exhibition cum Sale: The Collector and District Magistrate, Srikakulam, kicked off an Exhibition cum Sale organized by NABARD in Srikakulam.
• Training Programme for Weaver Artisans: A one-week training program under the Micro Enterprise Development Programme was conducted, focusing on Weaving and Spinning. Certificates were presented to the weaver artisans. Charkas and other weaving tools were distributed to the weavers of Ponduru area, in collaboration with NABARD and DRDA, enhancing the production of quality Handloom Products.
• Establishment of APCO Sales Outlet: The Collector and District Magistrate, Srikakulam, granted permission to set up an APCO sales outlet/stall at the District Collectorate Complex. This outlet offers Handloom Products, including Ponduru varieties, at discounted prices, catering to Government employees and visitors.
• Cluster Development Programmes: The District Handlooms and Textiles Officer prepared DPRs for (3) Cluster Development Programmes, submitted to the Commissioner of Handlooms and Textiles, A.P., Amaravathi. Approval was granted for Cluster Development Programmes at Ponduru Mandal, benefiting 574 individuals, with a total project cost of Rs.296.99 Lakhs. The first installment of Rs.90.216 Lakhs was released for the Financial Year 2022-23 under the National Handloom Development Programme.

Cluster Development Programmes

Handloom Exhibitions and Sales

• Cluster awareness programme of Ponduru 1 and Ponduru 2 CDPs was attended by Honorable Speaker for State Legislative Assembly, Sri Tammineni Seetharam Garu at Ponduru Village.
  
• District Level Handloom Expo under NHDP was sanctioned for Srikakulam district for 2022-23.
  
• 25 Primary Handloom Weavers Cooperative Societies participated in the District Level Handloom Exhibition cum Sales at Town Hall, Srikakulam.
• District Level Handloom Exhibition was inaugurated by Honorable Minister for Revenue, Stamps and Registrations, Sri Dharmana Prasadarao Garu on 10.01.2023.
• Ponduru Khadi Products were exhibited at the exhibitions, showcasing innovations by weavers from across the State.

Impact and Benefits

• The exhibitions provided a platform for weavers to exhibit and sell their products.
• Handloom cloth consumers expressed satisfaction with the quality of products.
• The exhibitions facilitated public access to a wide range of handloom cloth varieties.
• The events encouraged innovation among weavers and promoted traditional handloom products.

The Tradition of Talapaga Offering at Sri Bramarambha Mallikharjuna Swamy Vari Devasthanam, Srisailam

• The Ponduru Handloom Weavers present Talapaga for Decoration to Sri Bramarambha Mallikharjuna Swamy Vari Devasthanam, Srisailam annually during the Mahashivaratri festival, supported by Government Funds.
• The devotees list for the Mahashivaratri event from Srikakulam district is approved by the Collector and District Magistrate, Srikakulam.

ODOP Sensitization Workshops for Weavers

• Meetings have been held by the Collector and District Magistrate, Srikakulam with Weaver representatives to establish the brand name "Sikkolu" and promote Ponduru Products, providing marketing support to weavers.
• Monthly workshops are conducted by the Department of Handlooms and Textiles with weavers of Ponduru Village, facilitated by Development Officers and Assistant Development Officers, engaging current stakeholders.
• An internship program was organized for ten undergraduate students in the Handloom sector, as per the directives of the Collector and District Magistrate, Srikakulam. The students spent two months at Ponduru Village, interacting with weavers, examining the weaving process, learning about new designs and export-quality products in the area, and understanding the Handloom Cloth business structure.
  

Weavers Cooperative Society, Ponduru

• Details about the Weavers Cooperative Society in Ponduru.

Internship

• The Development Officer, Handlooms and Textiles, Srikakulam, the Manager of Sri Saibaba WCS, Ponduru, and the Principal of System Degree College offered a 2-month internship to undergraduate students at Ponduru Village and in the O/o the Sri Saibaba Weavers Cooperative Society, Ponduru.

List of Mentors

Cluster Development Program Details

• Two Cluster Development Executives and One Textile Designer were appointed to Ponduru 1 & Ponduru 2 Cluster Development Programmes under the National Handloom Development Programme for a period of 3 years with a monthly remuneration of Rs.30,000.
• The Designer is responsible for marketing, promoting, and supporting sales of new products/samples developed, focusing on quality designs and increasing sales/orders.
• The CDE interacts with stakeholders daily, collects data on their professional needs, working conditions, skills, living conditions, products, wages, and more, reporting to the Director of Handlooms and Textiles.
• The CDE organizes handloom weavers up to 40 years old into groups for training in disciplines like weaving, designing, and dyeing, submitting proposals for necessary trainings.
• The CDE scouts looms and accessories suppliers, develops prototype designs, educates weavers on new designs, and facilitates product development.
• Cluster Development Executive evaluates weaving conditions, wages, production varieties, loom types, and more, supporting weavers in the cluster.
• Data of eligible handloom weavers for MUDRA Loan under Pradhan Mantri Mudra Yojana is collected and submitted to the Implementing Agency/DHTO.

Details by Account Holder of all transactions (sales)

• Two societies in Ponduru Village offer marketing facilities for handloom products such as Ponduru Cotton Sarees, Dhoties, Ponduru Khadi Shirting, and Uppers, with annual sales totaling around Rs. 3.75 crores.
• Master Weavers also play a role in marketing handloom products crafted by weavers and spinners, generating annual sales of nearly Rs. 1.15 crores.
• The Andhra Pradesh State Handloom Weavers Cooperative Society (APCO) procures handloom cloth from Weavers Cooperative Societies, ensuring continuous employment for handloom weavers in Ponduru Village.

Procurement Details

Mentorship Support

Mentorship support is available with clearly defined procedures for access.

Supervision and Awareness Programs:

• Development Officers and Assistant Development Officers from the Handlooms and Textiles Department regularly oversee the activities of weavers and Weavers Cooperative Societies. 
• They conduct awareness programs to educate them about various welfare schemes provided by the State and Central Governments. Their aim is to improve the weavers' wages and enhance their overall livelihood.

Skill Up-gradation Initiatives:

• Skill enhancement programs in weaving, dyeing, designing, etc., are organized for weavers in the Ponduru Mandal under the SAMARTH scheme (Scheme for Capacity Building in Textile Sector). 
• Through the National Handloom Development Program (NHDP), financial aid of Rs. 300 per day per trainee is offered as compensation for wage loss during training sessions within SAMARTH. 
• This wage loss compensation is disbursed to the Weavers Cooperative Societies as part of the skill up-gradation program.

Implementation Oversight:

• The Development Officers and Assistant Development Officers of the Handlooms and Textiles Department are responsible for supervising the execution of training programs under the SAMARTH scheme.

Funding Support Available for Weavers

i. YSR Nethanna Nestham Scheme

• Initiated by the Government of Andhra Pradesh in 2019-20.
• Provides Rs.24,000 per year to Handloom Weaver families to upgrade equipment and stay competitive with Powerloom sector.
• Benefitting 1400 weavers, aiding in the production of ODOP (One District One Product) goods.

YSR Nethanna Nestham Logo

• Symbol representing the scheme's support to Handloom Weavers.

ii. YSR Pension Kanuka

• State scheme offering Rs.2750 monthly to weavers over 50 years old.
• Benefitting 3850 weavers through Village/Ward Secretariats.

iii. Cluster Development Programme

• Part of National Handloom Development Programme.
• Includes Ponduru 1 and Ponduru 2 clusters, benefiting 463 Handloom Weavers.
• Supports Product Development, Exposure Visits, and Hathkargha Samvardhan Sahayata Scheme.
• Assists in upgrading equipment for quality improvement and productivity enhancement.
• 252 weavers receive 21 items each with a 90% GoI and 10% weaver beneficiary cost sharing ratio.
• Financial Assistance for Weaver Families: Under this program, financial aid is granted to (16) weaver families in a cluster area for constructing individual Worksheds. Each unit, measuring 25 Sq.Mts, receives Rs.1.20 lakhs. The funding pattern for beneficiaries such as BPL, SC, ST, women, and differently-abled individuals is fully covered by the Government of India.

iv. Pradhan Mantri Weavers Mudra Scheme (Concessional Credit)

• This scheme, known as "Pradhana Mantri Weavers Mudra Scheme," aims to provide timely financial support from banks to the handloom sector. It offers term loans and working capital at a concessional interest rate of 6% for three years. 
• Additionally, marginal money assistance at 20% of the loan amount, up to a maximum of Rs.25,000 per individual Handloom Weaver, is provided. For instance, in Ponduru Village, 250 weavers benefited from this scheme.

v. PMJJBY (Pradhan Mantri Jeevan Jyothi Bima Yojana) and PMSBY (Pradhan Mantri Suraksha Bima Yojana)

• PMJJBY is an insurance scheme that offers life insurance coverage for any cause of death. It provides a life cover for a year, from 1st June to 31st May, and is renewable annually. All handloom weavers/workers aged between 18-50 years are eligible for this scheme. In case of the beneficiary's death due to any cause during the insurance coverage period, an amount of Rs.2.00 lakhs is payable. 
• The annual premium of Rs.436 is shared between the Government of India and the State Govt./Beneficiary. For example, the GoI contributes Rs.198, while the State Govt./Beneficiary contributes Rs.238, making the total premium Rs.436.

PMSBY Insurance Scheme

• The Pradhan Mantri Suraksha Bima Yojana (PMSBY) is an insurance scheme that provides accidental insurance coverage for death or disability.
• The scheme offers coverage for a year from 1st June to 31st May, renewable annually.
• All handloom weavers/workers aged 18-70 years are eligible for the scheme.
• Benefits:
  • Accidental Death: Rs. 2,00,000/-
  • Permanent Total Disability: Rs. 2,00,000/-
  • Permanent Partial Disability: Rs. 1,00,000/-
• The entire annual premium of Rs. 20/- is covered by the Government of India.

vi. Other Welfare Schemes for Weavers in Andhra Pradesh

a. 40% Yarn Subsidy Scheme:

• The Government of Andhra Pradesh has increased the yarn subsidy from 20% to 40% on the purchase of Hank Yarn and Dyes and Chemicals.
• 75% of the subsidy amount is directly credited to the weavers' bank accounts as a production bonus.
• Weavers in Ponduru receive financial assistance through this scheme on a quarterly basis.
• The remaining 25% is used for rebates on sales or other production-related purposes.

b. Thrift Fund Scheme:

• Under this scheme, weavers contribute 8% of their wages, and the State Government contributes 16% quarterly.
• Weavers in Ponduru benefit from the state government's matching share of 16% through the Department of Handlooms and Textiles.

c. Raw Material Supply Scheme:

• To provide quality yarn and blends to eligible handloom weavers at subsidized rates (15%).
• Setting benchmark prices and maintaining quality standards in the open market to ensure reasonable pricing and consistent quality.
• Addressing poor dyeing facilities by supplying dyed yarn through the Implementing Agency (IA) and assisting weavers in product diversification for better marketability.
• Supporting handloom weavers to compete with the Mill Sector, considering the lower productivity of handlooms compared to powerlooms.

Details of rules, regulations, Acts, Govt. Schemes

• Sri Saibaba Primary Handloom Weavers Cooperative Society holds the Handloom Mark Registration Number TC/GVN/HLM/67/30043, aiding in identifying unique Ponduru Handloom Products like Ponduru Cotton Sarees, Khadi Shirting, Dhoties, Uppers, etc.
• The Andhra Fine Khadi Kaarmikaabhivruddhi Sangham, Ponduru, is registered under the Khadi Mark Certificate and holds Certificate No. AP-0002 valid until 31.03.2026, issued by the Deputy Chief Executive Officer, South Zone, KVIC.

Details of Quality Assurance Labs/Certification Labs/Processing Units/Quality Infrastructure

• Information about quality assurance facilities and labs is essential for ensuring the standard of products. 
• These labs and units play a crucial role in maintaining the quality and authenticity of handloom products. 
• They provide certification and assurance to customers, boosting their trust in the products they purchase.

Inspection and Quality Assurance in the Textile Industry

• The Textile Committee from Hyderabad conducts annual inspections of various aspects of the Khadi industry, including the Khadi Mark & Certificate, Silk Yarn Purchase Bills, Weavers and Spinners list, Production Centres List, and collects product samples for quality testing.
• Technical Officers of the Apex Society, APCO, perform quality tests such as width, height, ends per inch, picks per inch, fabric count, production record, yarn bills, appraiser record, and color fastness when procuring Handloom Cloth from Sri Saibaba Weavers Cooperative Society in Ponduru.
• The Government of Andhra Pradesh establishes Quality Dyeing Units and Handloom Development Centers in weaver-concentrated areas like Ponduru to ensure the production of high-quality Handloom products for both domestic and international markets.
• The Textile Committee from Hyderabad also verifies the Khadi Mark on an annual basis.
• The APEX Society, APCO, includes specifications like Variety code and HSN code issued by the authority to ensure that products adhere to set norms, thereby enhancing the quality and standardization of the products reaching the market.
  

Support for ODOP Initiative

• Various departments provide institutional support to beneficiaries participating in the ODOP initiative.

Details of departments providing institutional support to beneficiaries availing support under ODOP initiative:

Key Information

• The Sri Praga Kotaiah Memorial Indian Institute of Handloom Technology at Venkatagiri offers a 3-year diploma course in Handloom Technology since 1992, focusing on weaving, coloring, designing, textile testing, and apparel garment making technology.
• The Weavers' Service Center in Vijayawada supports skill development, capacity building, and technological interventions to enhance productivity and earnings of handloom weavers. They provide training in various disciplines and facilitate market linkages for weavers.
• Village and Ward Secretariats play a crucial role in registering weavers for welfare schemes like YSR Nethanna Nestham, YSR Pension Kanuka, and YSR Bheema, ensuring transparent access to these schemes.