1. RUDA Rural Non Farm Development Agency
a concept whose time has come
RUDA Rural Non Farm Development Agency
Rajasthan

2. The beginning…
In 1992, NABARD and SDC commissioned the RNFS Study in eight states of the country.
Rajasthan was one of the states covered and was, perhaps the first to respond to the recommendations of the Study.
June, Government of Rajasthan announced the
Rural Non Farm Sector Policy.
November, Rural Non Farm Development Agency (RUDA)
was established.
RUDA is an agency registered under the Rajasthan Registration of Societies Act, It combines flexibility, autonomy with public accountability & is a unique experiment in Craft Sector of the country. RUDA promotes innovation in all its activities and is a project agency for several externally funded projects.

3. Sustainable Rural Livelihood
RUDA's VISION
Promoting
Sustainable Rural Livelihood
in the
Rural Non-Farm Sector

4. Mandate….. Organizing Rural Artisans
Technical up gradation of Rural Crafts
Training & Capacity Building of Rural Artisans
Credit Facilitation
Market Facilitation
Product & Design Development
Networking & Policy Advocacy
Strategic Interventions

5. Well Identified Sub-Sectors 2. Integrated Strategy
The RUDA Approach…...
Well Identified Sub-Sectors
2. Integrated Strategy
3. Cluster Based Approach

6. 1. Sub – Sectoral Approach
The Rural Non Farm Sector has been
further classified into 6 sub-sectors for the
Action Plan
Wool & Textile
Stone, Ceramics & Pottery
Leather
Handloom
Khadi & Village Industries
Handicrafts
RUDA undertakes sub-sector planning, operation of programs for assistance to artisan groups, NGOs & craft people for craft based livelihood.

7. 2. Integrated Strategy
The integrated strategy developed by RUDA focuses on each artisan groups and cluster ensuring backward and forward linkages, access to credit, professional design consultancy, capacity development and market facilitation.

8. 3. Cluster Based Approach
RUDA with UNIDO support has prepared a cluster map of Rajasthan, where craft clusters have been identified in all districts. Craft villages have been identified. RUDA takes up focused development of rural craft with private sector/ NGOs participation.

9. Some Prominent Clusters
Sandstone (Sikandra, Manpur, Dabur)
Blue Pottery
(Neota, Mehla, Mohana & Kot Jewar)
Tanning (Jojawar, Pali, Sawarda & Bhinmal)
‘Mojries’
(Jodhpur, Jaipur, Sirohi, Nagaur, Pali, etc.)
Western shoes (Dholpur)
Namda (Tonk)
Carpets (Churu, Jaipur, Tonk, Dausa)
Weaving (Bikaner & Jaisalmer)
Terracotta
(Pokaran, Shyamota, Baswa, Hadota & Saantpur)
Hand block printing (Bagru, Jahota)

10. Leather Story ….. Before Intervention : After Intervention :
Leather tanning – a traditional activity, old technology
Designs & Product Range – Obsolete
No exposure to the market
No credit support
After Intervention :
Leather tanning – Collaboration with CLRI for improved process of vegetable tanning without compromise on traditionalism
Designs & Product
Development – 1. Hands-on workshops with NID, NIFT, CFTI, FDDI, etc. extensively in the clusters
2. Broadening of product range from Mojaris to accessories and western footwear
3. Product diversification by maintaining
the ethnicity.
4. Institutional Networking

11. Projects/ Programmes Leather Story ….. Operation Mojari
Design Workshops
Vegetable Tanning
Western Footwear
Leather Bags
Leather Accessories
Combination Products of Leather
Visual & Printed Marketing Tools

12. Leather Story ….. Success Stories Operation Mojari Mechanism:
Technological upgradation without loosing traditional skills
Funded by UNDP, a time bound programme
Success Stories
Covered 3500 artisan households in five districts of Rajasthan
Mechanism:
Organizing 10 artisans in a group for delivering the inputs
Providing standardized polymer lasts
Giving new standard patterns and designs
Prototype replication
Marketing support
Target Beneficiaries:
Scheduled Caste
Poor & Socially oppressed People
Engaged traditionally in the Mojari making activity

13. Benefits to an average progressive household
Leather Story …..
Benefits to an average progressive household
of Udaipuria Cluster
Pre- intervention Post- intervention
Manufacturing cost = 60/- -70/ Manufacturing cost = 125/- -150/
Selling price = 80/- -90/ Selling price = 250/-
Profit = 20/- per pair Profit = 100/-
Wages = 30/- per pair Wages = 40/- per pair
Inflow = 50/- per pair Inflow =140/- per pair
250 pairs per house Incremental 100 pair
Hold=12,500/- per annum per household 14,000/- per annum
Old production = 150* 50 =7,500/-
Total income = 21,500/-
Case Study

14. Leather Story …..
Case Study

15. Stone- Ceramics - Pottery Story
The Issues
Lack of value addition at post-mining stage
Lack of technological up-gradation
Lack of design & product diversification
Lack of market linkages
The Interventions
Training for Gangsaw operations
Technological upgradation:
Sandstone – pneumatic tools
Blue Pottery – Development of Lead-free glaze
Design & Product diversification
Terracotta Clusters – Design development, technological upgradation
Strengthening of market linkages.
Institutional Networking

16. Stone- Ceramics - Pottery Story
UNDP-KVIC Pokaran Pottery project
Lead – Free Blue Pottery
Development of Sandstone Cluster
Hadota Pottery Project
Development of Shyamotta Terracotta Cluster
Design Development & Dissemination in
Sandstone – Marble
Terracotta
Visual & Printed Marketing Tools
Projects/ Programmes

17. Stone- Ceramics - Pottery Story
Lead Free Intervention in Blue Pottery
Gains:
Intangible
Success Stories
A. Exposure to new markets
B. Increased confidence / better bargaining power
C. New designs and products
D. Lead free glaze & new body
Tangible
Pre
Post
1. Individual Annual Income
20000
30000
Superior
(Increased hardness,
very low porosity)
2. Quality of products
Average
3. Fuel wood per
production batch
from the kiln
5 quintals
2 quintals

18. Stone- Ceramics - Pottery Story
Kot Jewar Blue Pottery Cluster
40 Km from Jaipur
30 artisan families
Started interacting with the cluster in 1998
First intervention – Modern Kiln
New design and product development
Market facilitation: participation in fairs
organized by RUDA and others.
Formation of group ( Collective action for
sharing of common resources)
Lead free glaze and improved body
Case Study

19. Stone- Ceramics - Pottery Story
Case Study

20. Issues Wool & Textile Story Interventions
Lack of processing locally available Desi Wool
Lack of modern technological support
Lack of Market & Credit Support
Old & obsolete designs
No quality control measures
Interventions
Design & product development in Namda & Hand
block Printing
A whole range of accessories has been developed
in Khadi
Advance training in Spinning & Weaving
Introduction of English colors in Dyeing
Improvement & improvisation in Desi Wool like:
softening, hand block printing, dyeing with
fast colors.

21. Wool & Textile Story Product & Design Development in Khadi
Product & Design Development in Numdha
Integrated support to Bagru Hand Block Printer’s Association
Integrated Project for woolen dyers.
Design Development & Dissemination in Sandstone – Marble
Design Development & Dissemination in Terracotta
Visual & Printed Marketing Tools
Projects/ Programmes

22. Wool & Textile Story Namda making Interventions Success Stories
A traditional activity
Obsolete and outdated products
Primitive technology
Intensive price cutting & lowering of quality
Carried out by poor minority community
Success Stories
Interventions
New range of products
New design collections
Market facilitation- fairs, etc.,
Linkages with exporters
Formation of SHGs
Collective mechanism bearing fruits

23. Wool & Textile Story Case Study Economic gains of the SHGs of Tonk
Pre Intervention Post Intervention
Average selling rate of Namda: New rate of namda:
Rs. 7-10/- per square feet Rs /- per square feet
Total sales last year through
RUDA: Rs. 2.5 lakhs
Average margin: 2-5/- per sq. ft Average margin: 10/- per sq. ft.
Average ann. Income per Incremental income due to
Household: 12500/ intervention of RUDA:
Rs per square feet.
Thus incremental income
per household: Rs /-
Total new income: 25500/-
Case Study

24. Interventions in Khadi
Product & Design Development Projects
250 new weaves, 150 new products
New designs & products in Hosiery, Tweeds, Blankets,
Shawls
Development of new collections in Cotton Khadi Home
Furnishings.
Technical Input Workshops: for Dyeing and Finishing
Training Workshops: for Weavers and Tailors
Linking up with Mainstream Private Sector
Marketing Orientation Workshop:
For the sales staff & heads of Khadi Societies
Participation in Heimtextil – 2000 & 2001
Success Stories

25. RUDA Spectrum Social Animators Master Craftsmen M.E. Experts
M.E. Expert Agencies
Professional Designers
Subject Matter Specialists
Craft Federation
Craft Cluster
Craft Villages
Craft Groups
Craft people
International Markets
Niche Markets
High End Market
Export Houses
Business Houses
Technical institutes
Rural Technical Centers
Management Professionals
Buyer & Promoters
Traditional Markets
(Gramin Haats)

26. …RUDA’s partners in progress...
state...
national..
KVIB
DICs
RCWPDS
RSIC
FORHEX
EMI
ICICI
Rural Development Deptt.
Local NGOs
Private sector agencies
CLRI
CFTI
FDDI
NLDP
NIFT
NID
IICD
CSWRI
CGCRI
CAPART
NISIET
MART
Dastkar
SIDBI
BASIX
KVIC
MoRD
YASHADA
international...
UNDP
UNIDO
DFID
UNFPA
ILO
IPI, ITALY
Aid To Artisans, U.S.A.
Development Alternatives Inc., USA

27. …RUDA Visitor’s... Abby McGowan,
“Rajasthan has been a pioneer in establishing an independent agency adopting the sub-sector approach , which is professionally managed and has a clear understanding of RNFS issues.”
Prabhu Ghate, World Bank
“We are impressed by RUDA…..It has a cost effective sub-sectoral approach and a young professional results oriented team.”
Malcolm Harper, Prof.Emeritus &
Eminent RNFS consultant
“I was impressed by the energy , organisation and professionalism at RUDA. RUDA is a Government agency but has significant autonomy and flexibility to set it’s own agenda.”
Abby McGowan,
RNFS consultant, USA”

28. “RUDA is shinning by its innovativeness, professional approach and quality of execution.”
Dr. Medha Dubhasi,
Associate Professor, YASHDA,PUNE
“I wish there were RUDAs in all the places that we work, across the World…”
Clare Smith,
President, Aid To Artisans, USA
“The impressive achievements of RUDA , notably in ethnic footwear, are etched in my mind’s eye.”
Dr. Zephirin Diabre,
Associate Administrator, UNDP, New York

30. ...new generation craft products developed through RUDA’s artisan groups...

32. …RUDA products at niche marketing outlets...
..at Khazana, Taj Hotels
..at Craft Impressions, Jaipur

33. …RUDA’s strengths...
Brand Equity
Networking
Information
Creativity

34. Cluster Development in Udaipur Division
RUDA has taken up Craft based
livelihood promotion in selected Cluster
in Udaipur Tribal Division.
Some success stories are :
Mollela – Terracotta products (1999)
Bhutala – Terracotta Products
(2000-Shilp gram with NID designer)
3. Siyawafali/ Santapur (Sirohi) – Terracotta heads
(NGO supported Garasiya Project ( )
4. Talwara (Banswara) – Black Stone sculpture ( )
5. Bassi (Chittorgarh) – Wooden Toys (BLKM 2004)
6. Technical training for Gangsaw Operators (CMMT, 1998)
7. Kojra (Pindwara) – Marble artefacts (NGO-1997)

35. a curtain raiser… Special Projects for Udaipur division-I
Name: “District Poverty Initiatives Project” (DPIP) – a World Bank funded project
Partner: World Bank & Department of Rural Development, GoR
Period:
Amount: Rs 31,00,00,000/-
Project Area: Baran, Churu, Dausa, Dholpur, Jhalawar,
Rajsamand & Tonk
Key Interventions:
Development of Micro-enterprise activities in 7 poorest of the poor districts of Rajsathan.
Socioeconomic development of the BPL through IGAs
Design &Technical support
Marketing & Credit Facilitation [
Artisan Beneficiaries
Groups/SHGs – 700 Common Interest Groups (CIGs)
Families – 7000
a curtain raiser…

36. Mission:- “Mainstreaming Rural Products” - SGSY Project
The Project aims at reviving handicrafts in four Tribal districts of Rajasthan with a high concentration of livelihood based on Handicrafts, which are at the verge of loosing their existence and identity, and support the existing crafts to achieve at least self- sustenance level.

37. “Mainstreaming Rural Products”
The Project Objectives:-
Skill augmentation of the artisans leading to micro-enterprises.
Capacity building of the artisans through Exposure Visits, Trainings, Workshops, etc.
Modules of Entrepreneurship Development Programmes (EDPs) will be given to develop entrepreneurship in the artisans.
To help the artisan with design and development of products that will sell.
To provide the most effective situation-specific business solutions in supporting micro-enterprises in all areas of enterprise management.

38. “Mainstreaming Rural Products”
To develop a reservoir of resources in terms of audio- visual aids, publications, data banks, design & pattern banks for all the developed prototypes to meet future endeavours and this would be available to the artisan groups for facilitating their enterprises.
To provide better packaging for products.
To provide the artisan with information on market forecasts, international buying cycles and trends, market analysis / intelligence and market opportunities.
To link artisans with the market place through export networks and through exposures to trade fairs and exhibitions.
Organising Marketing Events and all other marketing efforts to mainstream the Rural Products, i.e. participation in state / national / international level exhibitions.

39. a curtain raiser… Special Projects for Udaipur division - I
Name: “Main Streaming Rural Products” under Special SGSY Project
Partner: Ministry of Rural Development, GoI
Period:
Amount: Rs 5,26,00,000/-
Project Area: Rajsamand, Banswara, Dungarpur & Udaipur
Key Interventions:
Revival of ethnic crafts
Socioeconomic development of the BPL
Design Support
Technical support
Common Facility Center
Marketing & Credit Facilitation
Artisan Beneficiaries
Groups/SHGs – 175 SHGs under 1 Umbrella
Families – 2960 (70%BPL & 30%APL) Families
a curtain raiser…

40. Project Partners “Mainstreaming Rural Products” S.No Partners Activity
Action Taken 1.
NID
Design & Product Development
MoU Proposed 2.
YASHADA
Training, Research & Marketing
MoU Signed 3.
NISIET
EDPs 4.
SEWA-PLACON Marketing Cell
Marketing Support

41. District Clusters Villages Families
“Mainstreaming Rural Products”
Project Coverage
District
Clusters
Villages
Families
Udaipur 7 23
1060
Banswara 4 14
600
Dungarpur 5 12
Rajsamand 21
700

42. “Mainstreaming Rural Products”
Project Implementation Teams (PITs):- Four Project Implementation Teams have been identified.
S.No.
District
PIT 1.
Udaipur
IFFDC 2.
Banswara
GVT 3.
Dungarpur 4.
Rajsamand
Vishvas

43. Federations / Clusters
“Mainstreaming Rural Products”
Funding Support for PIT :- The project covers 2960 families in two-phases, SAP 1 and SAP 2. The program funding under SAP 1 is as follows:-
Districts
Families
SHGs
Federations / Clusters
Funds Allocated to PIT
Udaipur
530 32 11
5.14 lacs
Banswara
300 17 06
2.74 lacs
Dungarpur
Rajsamand
350 20 07
3.22 lacs
The above funds have been made available to PITs for carrying out the assigned activities of Community Mobilization, Group formation, EDPs, Skill & Design trainings and market/credit activities, etc.

44. Thank you