Project Report: Embroidery to Employment (E2E) Program, Agra

Project Synopsis

The Embroidery to Employment (E2E) Program in Agra represents a transformative journey aimed at revitalizing the local embroidery artisans’ community. Conceptualized by the Foundation for MSME Clusters (FMC) and supported by Citi Foundation under the India Innovation Grant Programme 2016, this initiative sought to enhance artisans’ skills, improve their livelihoods, and integrate them into the mainstream economy. By focusing on skill development, market access, and community-led enterprises, the E2E Program has made a significant impact on the lives of many artisans, preserving cultural heritage while fostering economic growth.

Objective

The primary objective of the E2E Program was to rejuvenate the local embroidery artisans’ community by enhancing their skills, improving their livelihoods, and integrating them into the mainstream economy.

Situation Pre-Intervention

The Zari embroidery cluster of Agra, once a vibrant industry, had fallen into decline due to limited market opportunities and unorganized operations. Artisans, who had dedicated their lives to this intricate craft, were leaving their ancestral profession, their hopes dimmed by the lack of market access and modern skills. The rich heritage of Zari embroidery, a craft that had been a source of pride for generations, was under threat.

Challenges

Although the embroidery work was predominantly done by women, the project was led by men. This created a barrier in gaining acceptance and involvement within the community, which is predominantly Muslim. Secondly, integrating into the community was particularly challenging due to its insular nature and cultural dynamics. It required significant effort to build trust and establish a presence within the community.

Another major challenge was introducing new shapes and structures for embroidery and transitioning the artisans to new tools. Adapting from traditional methods to more productive techniques was akin to shifting from typewriters to computers, requiring significant innovation and adjustment. The change demanded considerable effort and support, as artisans were accustomed to their old tools and needed substantial training to effectively use the new equipment.

Approach or Methodology

By adopting a cluster-based approach, the program sought to bring together various stakeholders, including primary producers, institutions, and service providers, to create a supportive ecosystem for the artisans.

The principle of improvement initiative with embroidery manufacturers in Agra was centered on two main components.

Development of technological application that introduced new methods for creating embroidery. Traditionally, artisans performed this work by hand while lying on their faces, which was physically taxing. They were provided with an ergonomically suitable structure, allowing them to perform embroidery more efficiently and comfortably.

The artisans were connectd directly with large buyers, as simply providing them with new designs wasn’t sufficient, designs without orders were rarely accepted. Therefore substantial orders worth 50 lakhs was secured, ensuring that their work had immediate demand and market traction.

The program focused on introducing new skill sets in design, product innovation, and entrepreneurship to 500 embroidery artisans, with a special emphasis on training and mentoring. It also aimed to establish new market opportunities by identifying potential buyers and creating effective marketing channels.

Direct training was given and trained artisans were selected on the condition of engaging and training one fellow artisan, thus ensuring a self-propelling skill development model. This approach ensured that one artisan would train one fellow artisan, creating a continuous cycle of skill enhancement and employment generation.

A pivotal aspect of the program was the introduction of “Aari” in the twelfth month, a community-led enterprise that would function as a Design/Product Innovation Centre and market network agency. The Aari initiative was designed to serve as a bridge between traditional artisans and contemporary markets. It provided training in advanced design techniques, product innovation, and entrepreneurial skills. By establishing strong market linkages, Aari aimed to ensure that artisans could sell their products at competitive prices, thus securing sustainable livelihoods.

Impact of the Story

The impact of the E2E Program on the artisans’ lives has been profound. Economically, the program increased the income levels of 500 artisans by 30% and created employment opportunities for 250 artisans directly and another 250 indirectly. It facilitated the transition of artisans from unorganized to organized sectors, ensuring sustained economic growth. Socially, the program empowered women, with more than 50% of the beneficiaries being female artisans.

The program instilled a renewed sense of hope and purpose among the artisans, allowing them to overturn their fortunes, prevent forced migration, and improve their quality of life.

Moreover, the program fostered sustainable development through “Aari,” which emerged as a sustainable vehicle generating new business orders and income opportunities beyond the project’s duration. It created a sense of community and trust among the artisans, encouraging them to adopt new skills and invest in their futures. The success of the Agra Zari cluster sets a precedent for similar textile-based craft clusters across India, demonstrating the potential for widespread economic and social benefits.

SUCCESS STORIES

Tanveer's Journey

Tanveer Alam, already shifted to Mumbai as a daily wage worker in a factory in Mumbai, 2 years back. He came to Agra on a leave for few days in the sultry summer of 2017. Never he imagined, summer of 2017 will become one of the pleasant summer of his life. Tanveer, famous at stitching and patter cutting work once saw his father and grandfather provided employee to hundreds of fellow artisans.

However, with the time, everything is gone and he was merely surviving on his own on 1-2 stitching machines that too less than half year work which was becoming harder to remain alive in this world. Without any choice, forcefully, he had to shift to Mumbai and pick up daily wage labour work where he has no interest neither has any skill.

He always wanted to expand his grandfather business and become one the leading tailors/master in Agra. In 2016, when he shifted to Mumbai his dream came to an end and only to be revived with the help of this Project a year later.

The Project has provided lumpsum income, which has helped Tanveer to buy 5 new stitching machines and 5 new embroidery machines and employed 10 person whom he can now provide regular income. This Project has certainly revived his dream to become successful entrepreneur in Agra and more importantly can stay with his family in his most loved town

Sameena Begum

Year 2015 was probably one of the darkest year in Sameena Begum’s life. As her husband was a worker in one of the nearby industry, met with an accident and since then could not able to join back in his factory.

This had brought complete silence on the life of Sameena, mother of 2 young children. Her husband was the lone bread earner of their family.

Forget about education of their children and medical expenses for her husband, Sameena had no clue how she will meet even 1 meal of the day.

Without any clue, she picked up some stitching work which would somehow managed to bring food to survive, The Project brought little ray of hope as the money she has earned through this Project will now enable her to feed her family regularly and on top of that she is now planning to take her husband to a hospital where she can afford bare minimum expenses for his ailing husband which she never imagined was possible 2 years back.

Ayesha Khanum

Ayesha Khanum, now in her late twenties, left school after 10 th standard to meet out the expenses of 6-member family. Her father a daily wage labourer in Agra could not afford to meet the increasing expenses of the city.

Out of no choice, Ayesha had to leave school ended her dream even before blooming to become a doctor for harsh reality. Since last 10-12 years, she was working as a job worker in one of the lead artisan’s unit. However, irregular work was not adding much to her family requirement.

The Project has enabled to provide substantial income in last 6 months through which not only she could contribute more towards daily need of her household but more importantly now she could register her younger sisters and brother back to school which they had to leave in mid-way.

Ayesha’s dream has changed. Now she wishes to start giving employment to fellow artisans by training them in embroidery work and her dream of becoming will probably now be taken up by her sister or brother

Project Report: Embroidery to Employment (E2E) Program, Agra