AGARBATTI

Road Map for Agarbatti Activity for Sustainable Livelihoods For Rural Women In Odisha

Agarbatti making has emerged as one of the successful activity of SHG/PGs facilitated by ORMAS;under the aegis of Panchayati Raj and DW Department of Government of Odisha. This project of hand rolling was started on a pilot basis in 2009 in collaboration with ITC Ltd in three clusters in three districts of Odisha. Initially, the hand rolling activity was started with 500 rural women involved in Agarbatti rolling, producing only 5 tons.After the successful implementation of hand rolling, for the first time in the state, pedal operated Agarbatti making machines were brought to Odisha from Vietnam. At present,the production of Agarbatti is around 50-70 tons per month (pedal operated), with coverage of 14 districts and around 1000 beneficiaries, with a turnover of Rs244.43 Lakhs. With the phase of time, total around 10000 beneficiaries were being trained in both hand rolling and in pedal operated machines.

Interventions

Impacts

Raw material inputs

Timely availability of quality raw material (ITC’s Specification) at Cuttack

Practices

Producers are organized through PGs/ Federations & hence enhanced the bargaining power of the producers

Productivity

Regular training & constant supervision helped in increasing individual level production

Technology

Introduction of pedal operated instrument helped in enhancing qualitative production as well as income

Availability of credit

Provided strength to enhancing volume of business

Selling  practices

Tie up with ITC Limited for buy back arrangement created an assured market for their produce.

Income

Pedal Roll: Income 150-200/- per day

Hand Roll: per day 50-100/- per day after completion of all household activities.

Impact

Above interventions created a competition in the marketing & led fetching more income by around 40,000 producers other than the project area covered by other companies or agencies.

This intervention has helped the producers accrue benefits physically and financially.

 

Intervention Area:

  • Capacity building of rollers
    • Basic
      • book keeping
      • register maintenance
      • leadership building training
      • General theory classes
    • Skill [quality batti production]
      • Technical session on production
      • Machine maintenance
      • Training on quality and branding
  • Infrastructure support
    • SGSY building
    • TCPC centers available in the districts
  • Financial support
    • Revolving fund support of purchase of Raw material from ORMAS/OLM
    • Bank linkages 
  • Provision of quality raw materials
    • ITC has established one raw material hub at Cuttack to ensure quality raw material. 
  • Introduction of Low cost technology [pedal instrument] for increase in production
    • To reduce drudgery, ITC provided pedal operated Agarbatti Machines to our Clusters/PGs.
  • Adaptation of Activity Federation model
    • Started the Agarbatti activity in a federation mode where the members involved in single activity, i.e. Agarbatti.
  • Regular monitoring
    • A team comprising of ORMAS & ITC officials from HQ, visited regularly to the clusters/PGs in the district to monitor and address their issues. 

 

District Covered –

Hand Rolled

Balasore, Bhadrak, Boudh, Cuttack, Jagatsighpur, Kandhamal, Kendrapara, Khordha, Nayagarh, Mayurbhanj, Puri

Extruded Batti (Pedal Operated)

Balasore, Bhadrak, Mayurbhanj, Kendrapada, Jajpur, Cuttack, Dhenkanal, Angul, Khordha, Nayagarh, Kandhamal, Puri&Ganjam

Impact till Now -

  • Assured market for the product
  • Created organized business models
  • Assure income at their doorstep using leisure time.
  • Increase in quality of Agarbatti
  • Increase in conversion charge from Rs.8/- to 22/- presently.
  • Introduction of standard pedal instruments help in enhancing individual level production & income.

 

Year wise Production and revenue Generated

Year

Total Production

Volume (MT)

Value of Product(Rs.)

2012-13

309

Rs.2,16,30,000

2013-14

491

Rs.3,43,70,000

2014-15

603

Rs.4,22,10,000

2015-16

602

Rs.4,21,40,000

2016-17

493

Rs.3,45,10,000

2017-18

350

Rs.2,45,00,000

2018-19

240

Rs.1,80,00,000

2019-20

167

Rs.1,25,25,000

2020-21

194

Rs. 1,45,50,000

Total

3052

Rs.24,44,35,000