ANNUAL ACTON PLAN Marketing (Business Development) 2019-2020 - Kudumbashree
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Marketing
(Business Development)
ANNUAL ACTON PLAN
2019-2020
0
PageCONTENTS
I Introduction 2
II Source of funds 3
III Scheme wise allocation of funds 4
IV Schemes
IV.1 Trade Fairs 8
1 Monthly Markets 9
2 Trade Fairs 16
3 Saras Fairs 20
4 Café Kudumbashree Brand Development / PIPs 24
5 Festival Fairs 30
IV.2 Permanent Market Places 37
1 Nano Markets 38
2 Marketing Kiosks 42
3 Online Marketing 45
4 Kudumbashree Basar 49
5 Kudumbashree Outlets 55
6 Kudumbashree Specialty Store 59
IV.3 Distribution and Branding 62
1 District Distribution Network 63
2 Branding 66
3 Community Enterprises Fund 70
IV.4 Institutional Support and Capacity Building
1 Capacity Building 74
2 Marketing Information System 77
3 Micro Enterprises Consultants – Support Cost 79
4 Review Meetings 83
5 Marketing Company 85
V Budget 91
1
PageI. Introduction
In Kerala, the Micro and Small Enterprises sector of Kudumbashree facilitates a
major role in enhancing household income of the poor and the marginalised and,
contributes to the process of economic growth of the State by generating employment
especially among poor women. Micro and Small Enterprises sector of Kudumbashree
has the potential to emerge as a strong, vibrant and competitive sector in the State’s
economy. The State’s excellent connectivity, communication network, availability of
skilled human resources and developing industrial infrastructure provides scope for
the growth of the micro, small and medium scale enterprises. The Micro and Small
Enterprises sector also help in targeting various social groups like SC, ST, women,
physically handicapped etc. and thereby, reducing social/regional imbalances,
assuring more equitable distribution of income and wealth, and contributes
enormously to the socio-economic development of the State.
An understanding of the market, competitors, marketing strategies and
promotion are the determinants of success of any enterprise (in the post production)
and hence, ‘Marketing’ is critical for the survival of Kudumbashree Micro Enterprises.
Large private or public enterprises have enough resources at their command to hire
manpower to take care of marketing of their products and for intensive promotion
strategies. Kudumbashree Micro Enterprises do not have these resources at their
command and thus needs institutional support in marketing from Kudumbashree
Mission.
The Marketing Division which was formed in Kudumbashree in 2017-18
basically focused on re-actuating conventional marketing portfolios, revision of
policies/guidelines/proceedings etc, sales monitoring and ME Strengthening through
CEF in its initial year. The Marketing Division concentrated in scaling up various
marketing activities such as monthly markets, trade fairs, food fests etc and in
developing systems for the smooth conduct of such activities in 2018-19. New
marketing portfolios such as permanent markets and digital marketing were also
initiated in 2018-19. Building on what exists and moving forward, creating a
Women Brand, entering in to General Trade, developing a retail outlet chain and
bringing in institutional reforms conducive for marketing will be the core focus
areas of marketing division in 2019-20.
2
PageII. Source of Funds
The Fund Sources in 2019-20 and Scheme wise allocation of funds for each activity is
given below.
Source of funds
9 Crores - SPB
8 Crores -
NRLM
NRLM
State Plan
Fund
SPB
Livelihood
Fund
9 Crores -
State Plan
3
PageIII. Scheme wise allocation of funds
Financial Allocation
Name of Scheme & Physical (Rs. in Lakhs) Remarks/
No.
Unique ID Target State LH Reference
NRLM
Plan Plan
I Trade Fairs
152 Blocks, 50
GPs, 93 ULBs
Monthly Markets –
1 2700 96.00 NA 83.30 /Expected Sales
BD 01
of Rs. 8.25 crores
(See Page 9)
Major & Minor
Fairs at district,
state, national
2 Trade Fairs – BD02 100 NA NA 85.00 levels /Expected
turnover of Rs. 3
crores
(See Page 16)
2 Fairs in
Kerala/28 Fairs
SARAS Fairs – outside Kerala /
3 30 100.00* NA 76.00
BD03 Expected Sales of
Rs. 15 crores
(See Page 20)
150 Food Fests &
Café
other Brand
Kudumbashree
development
Brand Development
activities/
4 & Performance 150 279.00 NA 35.00
Expected
Improvement
turnover of Rs.
Programmes –
5.25 crores
BD04
(See Page 24)
1066 Onam Fairs
& 93 Christmas –
Festival Fairs – New Year Fairs /
5 1159 198.10 NA NA
BD05 Expected Sales of
Rs. 40 crores
4
Page
(See Page 30)II Permanent Market Places
245 (152 in
Blocks & 93 in
ULBs) New Nano
Nano Markets –
6 700 18.60 NA 22.80 Markets/
BD06
Expected Sales of
Rs. 4 crores
(See Page 38)
53 new Kiosks/
Marketing Kiosks – Expected Sales of
7 100 NA 106.00 NA
BD 17 Rs. 1 crore
(See Page 42)
1500 Products/
1000 orders &
Online Marketing –
8 1500 NA 10.00 17.50 Promotion
BD07
Activities
(See Page 45)
12 New Units
Kudumbashree including
9 Basar – 14 NA 80.00 NA 2 existing units –
BD08 1 each in district
(See Page 49)
Scaling up of 100
Monthly Markets
to permanent
Kudumbashree
outlets/
10 Outlets – 100 250.00 NA 250.00
Expected Sales of
BD18
Rs. 50,000/- per
unit
(See Page 55)
3 Stores in 3
regions/
1000 successful
Kudumbashree products from
11 Specialty Stores – 3 NA 150.00 NA across the State
BD19 (See Page 59)
5
PageIII Distribution & Branding
14 Districts
including the 2
District Distribution
existing units/
12 Network – 14 NA NA 66.50
750 Mes/1500
BD09
Home shoppers
(See Page 63)
50 Products/
Branding –
13 50 NA 150.00 NA 500-750 Mes
BD10
(See Page 66)
200 CDSs/
Community 2000 Mes for
1000.0
14 Enterprises Fund – 2000 NA NA improving
0
BD15 Branding
(See Page 70)
IV Institutional Support & Capacity Building
350 MECs, 152
BCs, 42 DPMs,
Capacity Building
28 DMC/
15 Programmes – 582 NA NA 19.00
ADMCs, 10 SPMs
BD11
/SAPMs
(See Page 74)
Marketing MIS for Sales
Information System Tracking &
16 1 NA NA 5.00
– Mobile App
BD12 (See Page 77)
Micro Enterprise Support Cost of
17 Consultants – 350 NA NA 59.09 350 MECs
BD13 (See Page 79)
Review Meetings
Review Meetings – at State &
18 NA NA NA 17.00
BD14 District Missions
(See Page 83)
Formation of
Marketing Company
19 1 NA 17.45 NA Marketing Entity
– BD 20
(See Page 85)
Grand Total 9 crore 9 crore 8 crore
* Only an of Rs. 58,30,000/- allocated right now in State Plan. Expected to revise allocation after 2nd
quarter
6
PageIV. Schemes
7
PageIV.1
TRADE FAIRS
Year 2018-19 witnessed scaling up of Trade Fairs especially Monthly Markets,
Special Trade Fairs, Food Fests, SARAS Fairs etc. A sales turnover of more than Rs. 22
Crores have been generated from these fairs. It is evident that considerable portion of
the sales of Mes (of inception, survival & successful stages) are through such fairs,
especially in the case of Mes that are in inception stages. This highlights the necessity
of regular Trade Fairs and the importance of encouraging all the entrepreneurs in the
inception and survival stages to attend all the possible trade fairs. In 2019-20,
Kudumbashree will conduct or participate in the following different types of Trade
Fairs.
a) Monthly Markets (intended for Mes in inception and survival stages)
b) Trade Fairs (intended for Mes in survival and success stages)
c) SARAS Fairs (intended for Mes in success stage)
d) Festival Markets (intended for Mes in inception, survival and success stages)
e) Food Fests – Major Food Fests (intended for Units in survival stage), Minor
Food Fests (intended for Units in inception stage)
8
PageBD01
MONTHLY MARKETS
a) Programme :-
Sustainable conduct of monthly markets in 245 Blocks/ULBs and in additional
50 Gram Panchayaths across the State participating at least 3000 Micro Enterprises
in the inception and survival stages (12 Micro Enterprises in each market, along with
5 JLGs).
b) Outcome :-
2750 Monthly Markets conducted by CDSs and created an average monthly sale
of Rs. 30,000 each, generating a total sales turnover of Rs. 8.25 Crores and up scaled
selected 100 Monthly Markets to permanent outlets.
c) Programme Description :-
Monthly Markets were scaled up to entire State in 2018-19. Except a few Blocks
and ULBs, it is regularly organised in almost all parts of the State. In 2019-20, Monthly
Markets will be conducted in 152 CDS (representing 152 Blocks), 87 Municipalities
and 6 Municipal Corporations except in the months of Onam and New Year Special
Fairs. The District/City Missions shall ensure pooling of all entrepreneurs in the
inception and survival stages within a Block/ULB to the Monthly Markets to be held
in one of the CDSs within that Block/ULB. Monthly markets need to be conducted at
each Block, Municipality and Corporation level on fixed dates of each month preferably
in the first week of the month in the premises of the respective
Block/Municipality/Corporation for a duration of not less than three consecutive days
or at any location within that Block/ULB identified by the District/City Mission. To
ensure the smooth conduct of monthly markets, Kudumbashree mission will
financially support the CDSs taking lead roles with a monthly financial assistance to
meet the recurring expenditures for the conduct of these markets. This assistance shall
be utilized to meet the honorarium of MECs, setup cost, rentals if any and any other
cost that would compute to the total running cost of the market. Rs.4000/- will be
granted to a monthly market at Block level and Rs. 10,000 and Rs. 15,000 at
Municipality and Corporation level respectively, limited to 10 Monthly Markets in an
9
Pageyear (except during Onam and New Year Special Fairs). The CDS in consultation with
the District/City Mission may on their discretion may also charge a nominal
commission from the entrepreneurs from the total sales turnover and utilize it for the
running cost of the fairs. Further, considering the requests from Gram
Panchayaths/CDSs where Monthly Markets are not being held currently, it is proposed
to start Monthly Markets in new 50 Gram Panchayaths/CDSs that are interested to
conduct markets regularly. The Districts should conduct a feasibility analysis
evaluating factors such as number of Mes in the Gram Panchayath before proposing
new Monthly Markets in new Gram Panchayaths/CDSs. The list of such GPs should
be submitted to State Mission for approval. Depending upon fund availability, it is
proposed to that new Gram Panchayaths/CDSs can conduct 6 Monthly Markets in this
year and an amount of Rs. 7500/- is earmarked to the new Gram Panchayaths/CDSs
for each month taking in to consideration the fact that one time assistance for
infrastructure have not been given to these Gram Panchayaths/CDSs.
d) Implementation Activities – Timeline & Responsibility :-
Monthly Markets 2019-20
Qtr 1 Qtr 2 Qtr 3
Sl
Activity/Tasks Respon
July
May
Jun
Aug
Nov
Dec
Jan
Sep
Oct
No
ust
t
sibility
Revised Proceedings for the State
1
conduct of Monthly Markets Mission
CDS Orientation on conduct of District
Monthly Markets (for CDSs and
2 selected for conducting Monthly Block &
Markets since last year and City
Action Plan preparation) Mission
District
and
Conduct and Review of Monthly
3 Block &
Markets
City
Mission
4 Micro Enterprises Meetings in every CDSs
10
PageOrientation on various
marketing platforms of
Kudumbashree
Mobilisation and Motivation to
attend monthly markets
(Ensure participation of all ME
Units especially who availed
Financial assistance (CEF, TF, Block &
A TUF, CMF etc) from Mission) City
Mission
Mapping of Micro enterprises –
Beneficiary/Product
Identification (ensure ME
registered in ME App)
Data verification &
appropriation – with already
available data in ME App
Livelihoods Team Meeting
(ADMC, DPMs, CMMs, BCs) – District
4 Overall planning of conduct of Mission
monthly markets
District
Sales Updation in Google
, City &
Spreadsheets (given by State
5 Block &
Team) and Reporting and
City
Monitoring of ME Participation
Mission
Grading of Monthly Markets
State &
using the Tool provided by State
6 District
Mission and consolidation,
Mission
analysis and presentation
Identify new Gram Panchayaths
/ CDSs interested to conduct
District
Monthly Market other than the
, City &
8 Gram Panchayaths / CDSs
Block
where it is being held since last
Mission
year and submit the list to State
Mission
11
PageConduct Monthly Markets in
9
new Gram Panchayaths / CDSs
* Relevant activities will be repeated in February & March
e) Financial Allocation :-
1. Existing Block level Markets – NRLM
Amount
per No. of
Sl No District Blocks Monthly Monthly Total (Rs.)
Market Markets
(Rs.)
1 Thiruvananthapuram 11 4000 10 440000
2 Kollam 11 4000 10 440000
3 Pathanamthitta 8 4000 10 320000
4 Alappuzha 12 4000 10 480000
5 Kottayam 11 4000 10 440000
6 Idukki 8 4000 10 320000
7 Ernakulam 14 4000 10 560000
8 Thrissur 16 4000 10 640000
9 Palakkad 13 4000 10 520000
10 Malappuram 15 4000 10 600000
11 Wayanad 4 4000 10 160000
12 Kozhikode 12 4000 10 480000
13 Kannur 11 4000 10 440000
14 Kasargod 6 4000 10 240000
15 State 0 0 0 0
Total 152 4000 140 60,80,000
12
Page2. Newly proposed GP level Markets – NRLM
Amount
per No. of
Sl No District GPs Monthly Monthly Total (Rs.)
Market Markets
(Rs.)
1 Thiruvananthapuram 4 7500 6 180000
2 Kollam 3 7500 6 135000
3 Pathanamthitta 2 7500 6 90000
4 Alappuzha 4 7500 6 180000
5 Kottayam 3 7500 6 135000
6 Idukki 2 7500 6 90000
7 Ernakulam 5 7500 6 225000
8 Thrissur 6 7500 6 270000
9 Palakkad 4 7500 6 180000
10 Malappuram 5 7500 6 225000
11 Wayanad 2 7500 6 90000
12 Kozhikode 4 7500 6 180000
13 Kannur 4 7500 6 180000
14 Kasargod 2 7500 6 90000
15 State 0 0 0 0
Total 50 84 2250000
13
Page3. Municipality level Markets – State Plan Fund
Municipalities/ Amount No. of
No District Total (Rs.)
Corporations (Rs.) Monthly
Markets
1 Thiruvananthapuram 4 10000 10 400000
2 Kollam 4 10000 10 400000
3 Pathanamthitta 4 10000 10 400000
4 Alappuzha 6 10000 10 600000
5 Kottayam 6 10000 10 600000
6 Idukki 2 10000 10 200000
7 Ernakulam 13 10000 10 1300000
8 Thrissur 7 10000 10 700000
9 Palakkad 7 10000 10 700000
10 Malappuram 12 10000 10 1200000
11 Wayanad 3 10000 10 300000
12 Kozhikode 7 10000 10 700000
13 Kannur 9 10000 10 900000
14 Kasargod 3 10000 10 300000
15 State 0 0 0 0
Total 87 140 87,00,000
14
Page4. Corporation level Markets – State Plan Fund
Amount No. of
No District Corporations Total (Rs.)
(Rs.) Monthly
Markets
1 Thiruvananthapuram 1 15000 10 150000
2 Kollam 1 15000 10 150000
3 Ernakulam 1 15000 10 150000
4 Thrissur 1 15000 10 150000
5 Kozhikode 1 15000 10 150000
6 Kannur 1 15000 10 150000
Total 60 9,00,000
f) Monitoring indicators & Means of verification :-
Monitoring indicators Means of verification
1 No. of Monthly Markets conducted per month per
district MEC/BC Reports, CDS
2 No. of CDSs/GPs & Cities organized monthly Register
markets in each month per district
3 No. of Mes participated in monthly markets in Web Monitoring Table and
each CDSs/GPs & Cities per month per district Google spreadsheet
4 Sales turn over generated in monthly markets per
CDSs/GPs & Cities per district in each month Monthly sales turnover
5 No. of CDS newly started Monthly Markets registered in ME App
6 No. of Mes participated in newly started monthly Marketing MIS
markets in each CDSs/GPs
15
PageBD02
TRADE FAIRS
a) Programme :-
To conduct/participate in at least 100 National/State/District/Local Trade Fairs
and thereby provide platforms for 1000 micro entrepreneurs to display and sell their
products
b) Outcome :-
Promotional and marketing opportunities provided to 1000 Kudumbashree
Micro Enterprises at National/State/District/Local levels and generated a turnover of
Rs. 3 crores.
c) Programme Description :-
Trade Fairs are being conducted by various agencies such as LSGs, District
Administrations, Government Departments/Agencies, and renowned religious
organisations, media houses or private agencies as part of festival seasons or on other
special occasions. Participating in Trade Fairs is found to be very beneficial for
Kudumbashree entrepreneurs. Kudumbashree has participated in 107 such Trade
Fairs in 2018-19 and has generated a sales turnover of around Rs. 3 crores. Hence,
participation in such local or district or state or national Fairs will be continued in
2019-20 as it ensures a significant market for entrepreneurs who are willing to go out
of their Panchayaths and attend Trade Fairs across the State/Country. Districts will
be given funds of Rs. 50,000/- to Rs. 1,00,000/- per fair on an average depending upon
the number of Mes in the District and each District is expected to participate in or
conduct at least 6 to 10 such local or district fairs, provided the cost of participation
in one such fair should not exceed Rs. 1.5 Lakhs. Approval from State Mission will be
required if the funds required for a fair exceeds Rs. 1.5 Lakhs. The fund allocated to
Districts for Trade Fairs may be utilized to meet the Honorarium of MECs, Setup Cost
of Stalls or rentals, transportation of products and any other facilitation cost that
would compute to the total running and operation cost of the fair. Considering the
opportunities for larger level Trade Fairs and Fairs outside the State such as IITF,
16
Aajeevika Mela and Bharath Parv and fairs organized by I&PRD of Kerala State in other
PageStates, an amount of Rs. 11,50,000/- is allocated for such Special Trade Fairs at State
Mission. Approval from State Mission is required for conducting Special Trade Fairs by
Districts. Kudumbashree State Mission will participate in major Fairs in and outside
the State or outside the country.
d) Implementation Activities – Timeline & Responsibility :-
Trade Fairs 2019-20
Qtr 1 Qtr 2 Qtr 3
Sl
Activity/Tasks Respon
July
May
Jun
Aug
Nov
Dec
Jan
Sep
Oct
No
ust
t
sibility
Revised Proceedings for the State
1
conduct of Trade Fairs Mission
Reporting of trade fair
Block &
opportunities to District
2 City
Mission and Event Calendar
Mission
Preparation at district level
Conduct CDS Orientation and
ME Meets for Entrepreneur
Awareness Creation and
District
Motivation to participate in fairs
and
at different levels and
3 Block &
identification of Micro
City
Enterprises / Products at block
Mission
level for different fairs
conducted at Local / Regional /
State / National level etc.
Identification of interested
District
4 MECs/Mes for representing
Mission
Kudumbashree in trade fairs
17
PageEnsure Smooth Conduct of
trade fairs at block /City /
State,
district/state level (demand
District
based) and facilitate
5 , Block
Participation of Entrepreneurs
& City
and MECs, Sales Monitoring
Mission
and Reporting (Sales, outcome
and best practice reporting)
* Relevant activities will be repeated in February & March
e) Financial Allocation :-
1. Trade Fairs – NRLM
Physical Financial
Sl Total Financial
District / State Target Allottment
No Allotment (Rs.)
(minimum) per Fair (Avg)
1 Thiruvananthapuram 8 100000 800000
2 Kollam 6 75000 450000
3 Pathanamthitta 6 75000 450000
4 Alappuzha 6 75000 450000
5 Kottayam 6 75000 450000
6 Idukki 6 75000 450000
7 Ernakulam 10 100000 1000000
8 Thrissur 6 75000 450000
9 Palakkad 8 75000 600000
10 Malappuram 8 75000 600000
11 Wayanad 6 75000 450000
12 Kozhikode 6 75000 450000
13 Kannur 6 75000 450000
14 Kasargod 6 50000 300000
State 6 1150000
Total 100 90,00,000
18
Pagef) Monitoring indicators & Means of verification :-
Monitoring indicators Means of verification
1 No. of Trade Fairs conducted per month per
district Web Monitoring Table and
2 No. of Mes participated in Trade Fairs per Fair Google spreadsheet
4 Sales turn over generated in Trade Fairs per Fair
5 Sales turnover of each ME per Trade Fair Monthly sales turnover
6 No. of Special Trade Fairs participated or registered in ME App
conducted / No. of Mes participated / Sales turn
over generated / Sales turnover of each ME Special Reports
19
PageBD03
SARAS FAIRS
a) Programme :-
To conduct two Saras Fairs in the State and participate in at least 28 Saras Fairs
outside the State and facilitate participation of 200 Kudumbashree micro
entrepreneurs, 25 Kudumbashree catering units, 100 artisans registered under SGSY,
Kerala and 200 entrepreneurs/artisans from other States in these fairs.
b) Outcome :-
Created awareness about products of Kudumbashree micro enterprises across
the country and facilitated micro entrepreneurs/MECs with training in direct sales and
generated a sales turnover of Rs. 15 crores.
b) Programme Description :-
Saras Fair is a landmark initiative of the Ministry of Rural Development,
Government of India for promoting rural products and building capacities of rural
artisans and entrepreneurs. SARAS Fair initiative is to market rural products and
thereby to provide an opportunity for income generation to the rural artisans. SARAS
Fairs are now major national events and every state across India hosts two Saras fairs
in one fiscal year. In 2019-20, Kudumbashree would hold two Saras Fairs in the State
and facilitate participation of Kudumbashree in at least 28 States/Uts to provide the
entrepreneurs with training in direct sales and exposure in outside State markets,
which will enhance their marketing skills and will impact the product quality in future.
The events organized in the State would provide a platform to the rural artisans across
the country to showcase their skills and products. The Fair would not only display the
products of the rural artisans and craftsmen but would also enable them to interact
and learn from the other participants from different states. The ten-day event will not
only display and sell rural products, but will have interactive sessions and workshops
related to entrepreneurship Development and livestock management. An All-India Food
Court and Cultural programmes will also be held during the Fair. An amount of Rs.
85,00,000/- each is allocated to Trivandrum and Kannur Districts for Saras Fairs to
20
be organized within the State.
PageFurther, an amount of Rs. 1,00,000/- each is earmarked for Districts in order to
meet the expenses towards participating in various Saras Fairs in and outside the
State. Expenses of entrepreneurs/MECs such as TA, DA, and transportation of
products may be met from this allocation. This allocation is made under BD 13 – MECs
and all expenses in this regard (expenses of entrepreneurs / MECs such as TA, DA,
and transportation of products) should be booked in BD 13 only.
c) Implementation Activities – Timeline & Responsibility :-
Saras Fairs 2019-20
Qtr 1 Qtr 2 Qtr 3
Sl
Activity/Tasks Responsi
July
May
Jun
Aug
Nov
Dec
Jan
Sep
Oct
No
ust
t
bility
State
1 Release of a Saras Guide
Mission
State &
Preparations for first Saras as
2 District
per Saras Guide
Mission
Conduct of first Saras as per District
3
Saras Guide Mission
State &
Preparations for second Saras
4 District
as per Saras Guide
Mission
Conduct of second Saras as per District
5
Saras Guide Mission
State &
Empanelment of units / MECs
6 District
for outside State Saras Fairs
Mission
State &
Participation in Saras Fairs
7 District
outside State
Mission
* Relevant activities will be repeated in February & March
21
Paged) Financial Allocation :-
1. Saras Fairs within State – NRLM (Set up cost)
Saras Fairs within State
Physical
Sl No District Financial allotment
Target
1 District 1 (Kannur) 1 35,00,000
2 District 2 (Trivandrum) 1 35,00,000
Total 2 70,00,000
2. Saras Fairs within State – State Plan Fund (Set up cost)
Saras Fairs within State
Physical
Sl No District Financial allotment
Target
1 District 1 (Kannur) 1 50,00,000
2 District 2 (Trivandrum) 1 50,00,000
Total 2 1,00,00,000
3. Saras Fairs outside/inside the State – NRLM (Participation cost)
Saras Fairs in/outside the State
Total Financial
Sl No District
allotment (Rs.)
1 State 600000
Total 6,00,000
22
Pagee) Monitoring indicators & Means of verification :-
Monitoring indicators Means of verification
1 No. of Saras Fairs conducted in the State
2 No. of Mes participated in each of the Saras Fairs
conducted in the State SARAS Fair Reports
3 Sales turn over generated in each of the Saras (MEC/BC/DPM)
Fairs conducted in the State
4 Sales turnover of each ME per Saras Fair Web Monitoring Table and
conducted in the State Google spreadsheet
5 No. of Saras Fairs Kudumbashree participated in
other States Monthly sales turnover
6 No. of Mes participated in each of the Saras Fairs registered in ME App
conducted in other States
7 Sales turnover of each ME per Saras Fair
participated in other States
23
PageBD04
CAFÉ KUDUMBASHREE FOOD BRAND DEVELOPMENT
a) Programme :-
To conduct a series of activities around ‘Café Kudumbashree’ such as organising
150 Food Fests/PIPs, 1 State level Cookery Show, 1 State level Television Programme,
Connecting Catering Units with Online Food Portals in Trivandrum & Ernakulam and
establish multi-unit Café Kudumbashree signature restaurants in 3 regions and,
thereby capacitate and handhold around 300 catering units including 200 newly
formed Catering Units (formed since 2016-17).
b) Outcome :-
Strengthened ‘Café Kudumbashree’ as a Food Brand in the State by providing
hands on experience to 300 units through participation in PIPs/Food
Festivals/Cookery Shows/Television Programmes and up scaled at least 100 units to
permanent food outlets including online sales units, Kiosks, signature restaurants etc
and generated a sales turnover of Rs. 5.25 Crores.
c) Programme Description :-
Kudumbashree has established more than 300 catering/Café units in the last
three years (total number of catering/canteen/restaurant units exceed 1000).
Providing hands-on experience in managing large crowd and huge volume of food
production is essential for increasing the confidence of each unit, especially the newly
formed units. Kudumbashree Food Fests offer a platform for enterprising women in the
field of catering (ready to eat food production) to get trained, to exhibit their skills as
well as to offer the public a taste of homely unadulterated food. ‘Café Kudumbashree’,
the food and hospitality brand of Kudumbashree which caters to the ethnic cuisine of
Kerala has reached its epitome of being the best food festival brand in the State offering
quality, tasty and ethnic varieties of Kerala food at affordable prices for the public.
Kudumbashree’s Food Fests not only provide hands own training for entrepreneurs,
but also provide an appropriate avenue for its entrepreneurs to sell their products and
thereby generating working capital for future endeavors. In the year 2017-18, Districts
24
were allotted Rs. 5 Lakhs each to conduct at least 3 food festivals in the districts. More
Pagethan 60 food festivals were conducted in 2017-18 in order to support the catering units
and registered a total sales of more than Rs. 2 crores. Rs. 10 Lakhs each was allotted
to Districts in the year 2018-19 and it resulted in conduct of 99 Food Feats and
generation of a turnover of more than Rs. 3.5 crores. Kudumbashree plans to conduct
district/state level food festivals in this financial year also to provide training to its
Catering Groups and in the process, to create district level food court brands of
district’s food ethnicity and promote self-sustainability of the Café Units in the catering
sector. Standard operating procedures, uniformity in the look and feel of Cafe
Kudumbashree Food Fests and maintaining the quality of food will be ensured in this
financial year. The major shift in this year is the scaling up of Food Fests to all ULBs
instead of organizing the fests in the District Headquarters all the time. Catering Units
from both urban and rural areas will participate in these fests conducted in ULBs.
Fund is allocated in a ratio of Rs. 3,00,000/- to each of the ULBs. Each District is
expected to organize one Food Fest in each of the ULBs initially and then conduct one
more Food Fest in atleast half of the ULBs with the income earned from the Fest and
with the unspent funds remaining with the District after the conduct of the first fair.
City Missions will be encouraged to take a lead role in organizing the Food Fests in this
year under the overall leadership of the DPM Marketing and District Missions.
Kudumbashree State Mission will also participate in or directly finance 5 – 7 major
Food Festivals in association with selected branded consumer festivals being organized
by media or other event management teams in and outside the State or outside the
country and will participate in selected national fairs such as IITF, Aajeevika Mela and
Bharath Parv, and in fairs organized by I&PRD of Kerala State in other States. Apart
from Food Fests, Kudumbashree will engage in a series of activities such as state level
Cookery Show, Television show etc to promote Café Kudumbashree brand in the State
and setting up of signature restaurants in selected cities and linking the catering units
with online sales platforms such as Uber and Swiggy. The activities will benefit around
300 Catering Units and it is expected that at least 100 Catering Units will be supported
to start permanent establishments including online sales units this year.
25
Paged) Implementation Activities – Timeline & Responsibility :-
Food Fests 2019-20
Qtr 1 Qtr 2 Qtr 3
Sl
Activity/Tasks Responsi
July
May
Jun
Aug
Nov
Dec
Jan
Sep
Oct
No
ust
t
bility
Revised Guideline / SOP for
State
1 Café Kudumbashree Food
Mission
Courts
Selection / Identification of
District
newly formed Catering units
and Block
2 who are interested in
& City
participating in food festivals
Missions
conducted at different scales
Conduct of Food Fests and State,
ensure participation of units in District &
3
Food Fests –Block / District / City
State / National Level Mission
Sales Monitoring of Catering
Units, Study of sources of
customer orders for each District
individual units, recording and Block &
4
reporting, and Sales City
Enhancement Plan (mobilise Mission
more work orders, improve
sales and quality etc)
Action Plan to convert
District
successful Catering Units to
Block &
5 permanent outlets, leveraging
City
on the income received from
Mission
Food Fests
Organisation of State level State
6
Cookery Show Mission
Production and telecast of a State
26
7
Television Show Mission
PageProject Development of Online
State
8 Sales, Beneficiary identification,
Mission
Development of Guidelines etc
State &
Setting up / Implementation of
9 District
Projects – Online Sales
Mission
State &
Monitoring & Sales tracking –
10 District
Online Sales
Mission
Project Development of
Signature Restaurant, State
11
Beneficiary identification, Mission
Development of Guidelines etc
State &
Setting up / Implementation of
12 District
Projects – Signature Restaurant
Mission
State &
Monitoring & Sales tracking –
13 District
Signature Restaurant
Mission
* Relevant activities will be repeated in February & March
d) Financial Allocation :-
1. Food Fests/PIPs – State Plan Fund & NRLM
No. of Food Allocation Allocation
Sl
District Fests under State under
No
Plan NRLM
1 Thiruvananthapuram 8 1500000 0
2 Kollam 8 1500000 0
3 Pathanamthitta 6 1200000 0
4 Alappuzha 9 1800000 0
5 Kottayam 9 1800000 0
6 Idukki 3 600000 0
7 Ernakulam 20 4200000 0
27
8 Thrissur 12 2400000 0
Page9 Palakkad 10 2100000 0
10 Malappuram 18 3600000 0
11 Wayanad 5 900000 0
12 Kozhikode 12 2400000 0
13 Kannur 15 3000000 0
14 Kasargod 5 900000 0
15 State 10 0 15,00,000
Total 150 2,79,00,000 15,00,000
2. Other state level activities – NRLM
Physical Financial
Sl No Program
Target allotment (Rs.)
State level Cookery
1 Show & Publishing of 1 10,00,000
Recipe Books
2 Online Sales 2 10,00,000
Total 20,00,000
3. Additional allocation required
Physical Financial
Sl No Program
Target allotment (Rs.)
Setting up of multi
unit Café
1 Kudumbashree 3 1,50,00,000
signature
restaurants
2 Television show 1 20,00,000
Total 1,70,00,000
28
Pagee) Monitoring indicators & Means of verification :-
Monitoring indicators Means of verification
1 No. of Food Fests conducted in each district
2 No. of Food Fests organized in each ULB by City
Missions Web Monitoring Table and
3 No. of units participated in each of the Food Fests Google spreadsheet
4 Sales turn over generated in each of the Food
Fests Monthly sales turnover
5 Sales turnover of each unit per Food Fest registered in ME App
6 No. of Food Fests Kudumbashree participated in
other States Catering Units – Tracking
7 No. of units participated in each of the Food Fests report
conducted in other States
8 Sales turnover of each unit per Food Fest Special Reports of Food
participated in other States Fests in other States
9 No. of units participated in state level Cookery
Show and no. of Recipe books published as part of Viewership data / rating
Cookery Show
10 No. of catering units established permanent Project completion
outlets (using the income generated from Food reports/monthly sales
Fests) details
11 No. of Signature Restaurants established and no.
of units functioning in each restaurant
29
PageBD05
FESTIVAL FAIRS
a) Programme :-
To conduct 1052 Onam Fairs at CDS level, 14 Onam Fairs at District level, 14
Christmas Fairs at District level and 79 Christmas Fairs at Municipality level across
Kerala during Onam and Christmas/New Year seasons.
b) Outcome :-
Facilitated market interventions during Onam and Christmas/New Year with
safe-to-eat and home based Kudumbashree products and generated a sales turnover
of Rs. 40 crores for Kudumbashree Micro Enterprises by conducting market fairs at
different levels.
c) Programme Description :-
Festival Fairs are being conducted by Kudumbashree during Onam at a large
scale in almost all Panchayaths/Municipalities/Corporations for last many years. As
the entire State slips in to a festive and shopping mood during Onam, Trade Fairs
during onam is found to be very successful. The Kudumbashree Onam Markets is one
of the major marketing interventions that records the highest sales turnover for
Kudumbashree products in a single event. Hence, Onam Fairs will be continued in
2019-20 as it not only ensures considerable market but also an enthusiasm and team
work among all Kudumbashree stakeholders. Kudumbashree Onam Markets not only
aim at generating income for its entrepreneurs by leveraging from the festive mood of
Keralites, but also an attempt to check price rise in the festival season and to render
quality products and safe-to-eat products to the consumers. Apart from Onam Fairs,
it is also proposed to organize special Christmas/New Year Fairs in all Districts in
2019-20. Funds will be earmarked for activities such as promotion of Fairs including
publicity and participation in Government sponsored events. Onam markets will be
held at all 941 Rural CDS of Kudumbashree and these CDSs will be provided with a
financial assistance of Rs. 12,000/- each to organize the same. Urban CDSs (except
CDSs in District Headquarters – Corporation/Municipality CDSs in District
30
Headquarters) will also be given an amount of Rs. 15,000/- each to conduct Onam
PageMarkets in Urban areas other than District Headquarters. Further, each District will
be given an amount of Rs. 1,00,000/- each to 31ehavior district level Onam Fairs.
Christmas/New Year Fairs will be held in all District Headquarters and Municipalities,
and Districts will be provided with a special financial assistance of Rs. 75,000/- or Rs.
1,00,000/- each for a District Fair and Rs. 15,000/- for a Municipal Fair. The fund
allocated for Onam and Christmas/New Year Fairs can be utilized to setup Trade Fairs,
Venue arrangements, rentals, honorarium for MECs or Conveners of CDS Sub
Committees on Micro Enterprises. Since, the funds allocated will not be sufficient for
the successful conduct of these fairs, District Mission and CDSs are encouraged to
obtain funding assistance or sponsorships from LSGs or public/private sector.
d) Implementation Activities – Timeline & Responsibility :-
Festival Fairs 2019-20
Qtr 1 Qtr 2 Qtr 3
Sl
Activity/Tasks Responsi
July
May
Jun
Aug
Nov
Dec
Jan
Sep
Oct
No
ust
t
bility
Revised Guideline / SOP for
organization of Onam and
Christmas/New Year Fairs, State
1
Development of Common Mission
logo/Banners and Promotional
activities
Conduct Pre – Planning Meeting
for the conduct of Onam
Markets at CDS Level
(Chairperson, CDS Members,
Livelihood BCs, Member
Secretary, Accountant, JEVA, City,
2 Master Farmers, HKS, Resource Block
Persons, MECs ) to mobilize and Mission
ensure products and
agricultural produce for sale in
onam markets
31
PageConduct Planning meeting for
Kudumbashree Onam Kits for
NHG members. Kudumbashree
Onam kits shall include locally District ,
procured ME Products, JLG City &
3
Produce and other staples for a Block
nominal amount by leveraging Mission
on the opportunity of bulk
procurement/sales. Execute the
same
Conduct Preparatory Meeting of
District Mission team for Onam
Makets
Conduct Special PRM including District,
all CDS team and RPs for City &
4
planning for the conduct of Block
onam markets Mission
Conduct Block Level/ CDS Level
ME Meets and JLG Meets to
ensure product availability
CDS General Body Meeting to
discuss the conduct of onam
markets, onam kits, and
participation of all NHG District,
Members in Onam markets City &
5
Block
Facilitate Onam Market Mission
Organising Committee
Formation at CDS/District
Level
Conduct of Festival Markets,
and Sales Monitoring, District,
Evaluation, Reporting and best City &
6
practice documentation Block
32
Mission
PageConduct Preparatory Meeting of
District Mission team for
Christmas New year Markets at District &
all Block/ULB/District level Block/
7
City
Conduct Block Level/ULB Level
Mission
ME Meets and JLG Meets to
ensure product availability
CDS General Body Meeting to
discuss the conduct of District &
Christmas / New year markets Block/
8
and Organising Committee City
Formation at CDS/District Mission
Level
Facilitate conduct of Christmas
District &
/ New year Markets, Sales
Block/
9 Monitoring, Evaluation,
City
Reporting and best practice
Mission
documentation
* Relevant activities will be repeated in February & March
e) Financial Allocation :-
1. Onam Fairs in CDSs/District Headquarters – State Plan Fund
Sl DistrictPhysical Financial District Total Financial
No Target allotment level Fair allotment (Rs.)
(Rural) per CDS
(Rs.)
1 Thiruvananthapuram 73 12000 1,00,000 976000
2 Kollam 68 12000 1,00,000 916000
3 Pathanamthitta 53 12000 1,00,000 736000
4 Alappuzha 72 12000 1,00,000 964000
5 Kottayam 71 12000 1,00,000 952000
6 Idukki 52 12000 1,00,000 724000
7 Ernakulam 82 12000 1,00,000 1084000
33
8 Thrissur 86 12000 1,00,000 1132000
Page9 Palakkad 88 12000 1,00,000 1156000
10 Malappuram 94 12000 1,00,000 1228000
11 Wayanad 23 12000 1,00,000 376000
12 Kozhikode 70 12000 1,00,000 940000
13 Kannur 71 12000 1,00,000 952000
14 Kasargod 38 12000 1,00,000 556000
15 State 808000
Total 941 1,35,00,000
2. Onam Fairs in ULBs – State Plan Fund
Physical Total
Sl Target Financial Financial
No District (Urban) allotment allotment
1 Thiruvananthapuram 10 15000 150000
2 Kollam 6 15000 90000
3 Pathanamthitta 5 15000 75000
4 Alappuzha 8 15000 120000
5 Kottayam 7 15000 105000
6 Idukki 2 15000 30000
7 Ernakulam 19 15000 285000
8 Thrissur 14 15000 210000
9 Palakkad 8 15000 120000
10 Malappuram 16 15000 240000
11 Wayanad 3 15000 45000
12 Kozhikode 12 15000 180000
13 Kannur 10 15000 150000
14 Kasargod 4 15000 60000
Total 124 1860000
34
Page3. Christmas/New Year Fairs in District Headquarters – State Plan Fund
Financial
Sl District
District Allottment
No HQs
per HQ (Rs.)
1 Thiruvananthapuram 1 100000
2 Kollam 1 100000
3 Pathanamthitta 1 75000
4 Alappuzha 1 75000
5 Kottayam 1 75000
6 Idukki 1 75000
7 Ernakulam 1 100000
8 Thrissur 1 100000
9 Palakkad 1 75000
10 Malappuram 1 75000
11 Wayanad 1 75000
12 Kozhikode 1 100000
13 Kannur 1 75000
14 Kasargod 1 75000
15 State 0 0
Total 11,75,000
4. Christmas/New Year Fairs in ULBs other than HQs – State Plan Fund
ULBs Total
Financial
Sl other Allocation
District Allottment
No than (Rs.)
per ULB (Rs.)
HQs
1 Thiruvananthapuram 4 15000 60000
2 Kollam 4 15000 60000
3 Pathanamthitta 3 15000 45000
4 Alappuzha 5 15000 75000
5 Kottayam 5 15000 75000
6 Idukki 1 15000 15000
35
13 15000 195000
Page
7 Ernakulam8 Thrissur 7 15000 105000
9 Palakkad 6 15000 90000
10 Malappuram 11 15000 165000
11 Wayanad 2 15000 30000
12 Kozhikode 7 15000 105000
13 Kannur 9 15000 135000
14 Kasargod 2 15000 30000
15 State 0 0 0
Total 79 1185000
f) Monitoring indicators & Means of verification :-
Monitoring indicators Means of verification
1 No. of Onam Fairs conducted in each district
2 No. of urban CDSs and rural CDSs organized Web Monitoring Table and
Onam Fairs in each district Google spreadsheet
3 No. of units participated in each of the Onam
Fairs – CDSs wise list (urban & rural) in each Monthly sales turnover
district registered in ME App
4 Sales turn over generated in each of the Onam
Fairs – CDSs wise list (urban & rural) in each Special Reports
district
5 Sales turnover of each ME unit per Onam fair
6 No. of Christmas/New Year Fairs conducted in
each district
7 No. of units participated in each of the
Christmas/New Year Fairs
8 Sales turn over generated in each of the
Christmas/New Year Fairs
9 Sales turnover of each ME unit per
Christmas/New Year Fair
36
PageIV.2
Permanent Market Places
Building on what exists and moving forward from the experience of last two years
(2017-18 & 2018-19), developing permanent markets – retail outlets will be the core
focus area of marketing division in 2019-20. Retail chain or outlets have a large role in
promoting sustainable consumption and production, occupying a unique position in
the lifecycle chain of products as a ‘gatekeeper’ between producers and consumers.
They can potentially play a big role in furthering the sustainability of consumption and
production. Effective retail marketing is vitally important for today’s Kudumbashree
entrepreneurs. Without a presence of retail stores, Kudumbashree products cannot
achieve the high level of exposure or widespread product distribution. Retail outlets
will help even small entrepreneurs as they give customers a chance to view and test
products and promote products directly to customers.
Since, Kudumbashree has its limitations in jumping in to general trade and in
supplying products to all existing super markets or to retailers, it necessitates
establishment of Kudumbashree’s own market space or shelf space at conventional
selling points. The aim is to present a collection of homemade products in a common
platform to customers who value quality, ethnicity and purity. The retail presence will
not only provide consumers with a variety of products of small scale producers at their
locality or door steps, but also empower the women entrepreneurs by linking them with
higher markets and institutional buyers, and by facilitating them to compete in the
open market. Hence apart from continuing its existing interventions such as Nano
Markets, Kudumbashree Basar and Online Marketing, Kudumbashree’s weak
presence in conventional retail reach will be enhanced in rural areas for deeper
distribution through upgrading successful Monthly Markets in to permanent
panchayath level outlets in 2019-20. Further, Kudumbashree will also establish three
Specialty Stores in three selected regions which will maintain considerable depth of
products through making available all premium products of Kudumbashree across the
State, at premium prices, in addition to providing higher service quality and expert
guidance to consumers. The interventions with regard to permanent outlets in 2019-
20 will be the following
a) ‘Nano Markets’
b) Online Marketing
c) ‘Kudumbashree Basar’
d) Panchayath level Kudumbashree Outlets
37
e) Kudumbashree Specialty Stores in three regions
PageBD06
NANO MARKETS
a) Programme :-
To set up, strengthen and/or sustain 700 Nano Markets (including the existing
Nano Markets and 245 Nano Markets newly proposed to be set up) in leading super
markets or other public or tourist places/offices for exhibition and sales of
Kudumbashree products across the State.
b) Outcome :-
Kudumbashree products made available in 700 Nano markets, introduced an
effective system for product supply, sales and sales monitoring and generated a sales
turnover of Rs. 4 crores benefitting at least 5,000 entrepreneurs across the State,
among which 500 Nano markets secured with an average monthly sales of Rs. 5,000/-
each.
c) Programme Description :-
‘Nano Market’ is either an exclusive shelf space positioned in super markets
operated by government departments/private players or placing of a shelf in public
places in order to sell Kudumbashree products directly to customers. Nano Markets
not only address local demand or generate familiarity among customers, but also create
trust among potential customers and visibility for Kudumbashree products. Since
Kudumbashree does not have enough resources to go for an intensive marketing
backed up by highly paid promotion activities, Nano Markets help in positioning
Kudumbashree products in par with its near competitors indirectly. The concept of
Nano Markets was introduced in 2018. Now there are 544 Nano Markets functioning
across the State. In 2019-20, the objective is to set up and/or sustain 700 to 750 Nano
Markets, including the existing 544 Nano Markets and 245 new Nano Markets
proposed to be set up in every ULB and Block in the State. The focus will be to ensure
sustainability of Nano markets by introducing effective system for product supply,
proper exhibition and sales monitoring, and to generate a sales turnover of Rs. 4 to 5
crores. It is also proposed to focus on 500 Nano markets to be secured with an average
38
monthly sales of Rs. 5,000/- each. The product supply procedures and systems will be
Pagestandardized and all the products of Kudumbashree enterprises of a particular locality
or block will be pooled in to the nearby Nano Market and the activity will be monitored
by MECs/Block Coordinators/City Mission Managers. As the major focus in this year
will be to start such markets in urban areas, an amount of Rs. 20,000/- each is
allocated to ULBs to start Nano Markets in their jurisdiction. Fund is allocated to each
Block also to start new Nano Markets. It is also expected that some of the existing Nano
Markets that are not successful may be relocated or stopped in this year.
d) Implementation Activities – Timeline & Responsibility :-
Nano Markets / Kiosks 2019-20
Qtr 1 Qtr 2 Qtr 3
Sl
Activity/Tasks Responsi
July
May
Jun
Aug
Nov
Dec
Jan
Sep
Oct
No
ust
t
bility
Release of revised
Guideline/Proceedings,
State
1 Development of Grading Tool
Mission
and Geo Tagging
facilities/platform
Block,
Sales monitoring, tracking and City and
2
updation District
Mission
Grading and Mapping of
existing Nano Markets, Block,
City and
3 Analysis of grading and
District
categorisation in to A, B & C
Mission
grades.
Strategy development for Block &
A improvement of Grades and its City
implementation Missions
Establishment of procedures Block &
4 and systems to ensure product City
supply to Nano Markets Missions
39
PageEnsure product supply to Nano Block &
A City
Markets
Missions
Discontinuation of C Grade
Nano Markets that cannot be
5 improved and identification of Block &
New locations/ establishment City
of new Nano Markets Missions
* Relevant activities will be repeated in February & March
e) Financial Allocation :-
1. New Nano Markets in ULBs – State Plan Fund
Allocation
Total
Sl Municipalities/ per Nano
District Units Allocation
No Corporations Market
(Rs.)
(Rs.)
1 Thiruvananthapuram 5 1 20000 100000
2 Kollam 5 1 20000 100000
3 Pathanamthitta 4 1 20000 80000
4 Alappuzha 6 1 20000 120000
5 Kottayam 6 1 20000 120000
6 Idukki 2 1 20000 40000
7 Ernakulam 14 1 20000 280000
8 Thrissur 8 1 20000 160000
9 Palakkad 7 1 20000 140000
10 Malappuram 12 1 20000 240000
11 Wayanad 3 1 20000 60000
12 Kozhikode 8 1 20000 160000
13 Kannur 10 1 20000 200000
14 Kasargod 3 1 20000 60000
15 State 0 0 0 0
40
Total 93 93 0 18,60,000
Page2. New Nano Markets in Blocks – NRLM
Allocation Total
Sl per unit allocation
No District Blocks (Rs.) (Rs.)
1 Thiruvananthapuram 11 15000 165000
2 Kollam 11 15000 165000
3 Pathanamthitta 8 15000 135000
4 Alappuzha 12 15000 180000
5 Kottayam 11 15000 165000
6 Idukki 8 15000 120000
7 Ernakulam 14 15000 210000
8 Thrissur 16 15000 240000
9 Palakkad 13 15000 195000
10 Malappuram 15 15000 225000
11 Wayanad 4 15000 45000
12 Kozhikode 12 15000 180000
13 Kannur 11 15000 165000
14 Kasargod 6 15000 90000
15 State 0 0 0
Total 152 22,80,000
f) Monitoring indicators & Means of verification :-
Monitoring indicators Means of verification
1 No. of Nano Markets in A, B and C Grades
2 No. of Nano Markets newly established per month Grading Tool / Grading
(in ULBs and Blocks) results / Analysis
3 Sales turn over generated in each of the Nano
Market – old and new Web Monitoring Table and
4 No. of Nano Markets generate monthly sales of Rs. Google spreadsheet
5,000/-
41
PageBD17
KIOSKS
a) Programme :-
To set up, strengthen and/or sustain 100 Marketing Kiosks (including the
existing more than 30 Kiosks and newly proposed 53 Kiosks) in public or tourist
places/offices for exhibition and sales of Kudumbashree products across the State.
b) Outcome :-
Kudumbashree products made available in 100 Marketing Kiosks, introduced an
effective system for product supply, sales and sales monitoring and generated a sales
turnover of Rs. 1 crore benefitting at least 2,000 entrepreneurs across the State.
c) Programme Description :-
Marketing Kiosks are small outlets placed in public or tourist places where large
crowd assemble for availing various services or for sightseeing. Marketing Kiosks
address local demand, generate familiarity among customers and visibility for
Kudumbashree products. The concept of setting up Kiosks was introduced in 2019,
especially with the saved money owing to the non-conduct of Onam Markets due to
floods. The districts were given funds of Rs. 1,50,000/- each for a Kiosk and the
districts were given a target of 5 Kiosks each. Now there are 28 Kiosks functioning
across the State and more than 20 Kiosks are under construction. In 2019-20, the
objective is to set up and/or sustain 100 Kiosks in the State, including the existing
Kiosks and the newly proposed 53 Kiosks. The focus will be to ensure sustainability of
Kiosks by introducing effective system for product supply, exhibition and sales
monitoring and to generate a sales turnover of Rs. 1 crore through these Kiosks. The
product supply procedures and systems will be standardized and all the products of
Kudumbashree enterprises of a particular locality or block will be pooled in to the
nearby Kiosk and the activity will be monitored by MECs/Block Coordinators/City
Mission Managers. The Kiosks to a certain extent at least at the District level will have
a ‘common look and feel’ or branding wherever possible. The major focus in this year
will be to start such Kiosks in tourism spots or pilgrim centres and hence, an amount
42
of Rs. 2,00,000/- each is allocated to start new Kiosks.
Paged) Implementation Activities – Timeline & Responsibility :-
Nano Markets / Kiosks 2019-20
Qtr 1 Qtr 2 Qtr 3
Sl
Activity/Tasks Responsi
July
May
Jun
Aug
Nov
Dec
Jan
Sep
Oct
No
ust
t
bility
Release of revised
Guideline/Proceedings, State
1
Development of Geo Mapping Mission
facilities/platform
Block,
Identification of locations/ City &
2
establishment of Kiosks District
Mission
Block,
Sales monitoring, tracking and City &
3
updation (including existing) District
Mission
Establishment of procedures
Block,
and systems to ensure product
City &
4 supply to Kiosks / Ensure
District
product supply to Nano
Mission
Markets/Kiosks
Grading and Mapping of
existing Kiosks, Block,
City &
5 Analysis of grading and
District
categorisation in to A, B & C
Mission
grades.
Block,
Strategy development for
City &
6 improvement of Grades and its
District
implementation
Mission
* Relevant activities will be repeated in February & March
43
Pagee) Financial Allocation :-
1. Kiosks – Livelihood Funds (State Plan – State Planning Board)
Allocation Total
Sl No District Units per unit Allocation
(Rs.) (Rs.)
1 Thiruvananthapuram 4 200000 800000
2 Kollam 4 200000 800000
3 Pathanamthitta 3 200000 600000
4 Alappuzha 4 200000 800000
5 Kottayam 4 200000 800000
6 Idukki 3 200000 600000
7 Ernakulam 5 200000 1000000
8 Thrissur 5 200000 1000000
9 Palakkad 4 200000 800000
10 Malappuram 5 200000 1000000
11 Wayanad 2 200000 400000
12 Kozhikode 4 200000 800000
13 Kannur 4 200000 800000
14 Kasargod 2 200000 400000
Total 53 1,06,00,000
f) Monitoring indicators & Means of verification :-
Monitoring indicators Means of verification
1 No. of Kiosks newly established per month
2 No. of Kiosks functioning per month Web Monitoring Table and
3 Sales turn over generated in each of the Kiosks Google spreadsheet
4 No. of Kiosks generating monthly sales of Rs.
25,000/- Grading Tool / Grading
results / Analysis
44
PageBD07
ONLINE MARKETING
a) Programme :-
To list 1500 Kudumbashree products and all services in various e-Commerce
portals and ensure greater reach to a larger audience and customer base expansion
through undertaking various promotional campaigns.
b) Outcome :-
Increased reach, social popularity, customer traffic and sales conversion of
Kudumbashree e – commerce portal and other portals where Kudumbashree portals
listed, and executed 1000 customer orders for Kudumbashree products/services
through online platforms.
c) Programme Description :-
An e – Commerce Portal exclusively for Kudumbashree products was launched
in 2018-19. Further, Kudumbashree products were added in other popular online sales
platforms such as Amazon. In 2019-20, it is proposed to list more Kudumbashree
products in different e-commerce platforms and increase the number of Mes (including
services) linked to various Online Portals. In order to increase the reach, social
popularity, customer traffic & conversion, and to generate more sales for products,
Kudumbashree is planning to conduct various promotional activities, especially in the
social media. Social Media Campaigns, Strengthening of Digital Marketing and other
Promotion Activities will be undertaken in the New Year. Promotional activities in 2019-
20 will aim at presenting information to potential consumers as well as others to
increase demand and to differentiate 45ehavior45ree product from competitors. Search
Engine Optimisation (SEO), Social Media Optimisation (SMO), Google Adwords, SMS
Promotion, KSRTC/Train branding, Stickers, Banners, Notices, Facebook page, Blog,
You tube etc will be effectively employed in promoting Kudumbashree online market
and overall Kudumbashree Corporate Brand. Apart from adding more products and
engaging in promotional activities, it is also proposed to improve the user experience
45
of existing portal by suitably modifying the same as per expert opinions. It is also
Pageplanned to undertake activities towards strengthening the Supply Chain for online
sales and establish regional warehouses for Online Marketing at least in two regions.
Systems and procedures of product procurement from entrepreneurs, stocking,
packing and delivery of products will also be strengthened and improvised in 2019-20.
d) Implementation Activities – Timeline & Responsibility :-
Online Marketing 2019-20
Qtr 1 Qtr 2 Qtr 3
Sl
Activity/Tasks Responsi
July
May
Jun
Aug
Nov
Dec
Jan
Sep
Oct
No
ust
t
bility
List 1500 products in various e
– commerce portals / increase State
1
the number of Mes linked to Mission
online marketing
District,
Submit list of products, product City and
a
details, samples and stock Block
Missions
Improve the user experience of State
2 existing portal / Modification of Mission
portal
Social Media Campaigns, State
3 Strengthening Digital Mission
Marketing, Promotion Activities
Supply chain and warehouse
development for Online State and
4 Marketing by strengthening District
systems and procedures of Mission
Kudumbashree bazaars
* Relevant activities will be repeated in February & March
46
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