2012 & Beyond
ARSHIA KHURSHID
MANAGER SKILLS & LIVELIHOOD
BAHAWALPUR.
Guddi Bajji -Introduction
•
Guddi Baji project is a perfect example of creating livelihoods for youth
in a sustainable manner
•
It is an extensive program through which young women (aged 18-30) as
Guddi Bajis will benefit two ways –
− by selling Unilever brands & beauty services to women in their vicinity
− by mobilizing incentives tied to sales of Unilever brands, which will help
them establish their own beauty parlors/enterprises
Who are Guddi Bajis ?
•
Guddi Bajis are energetic & articulate women who are aware of hygiene and beauty
facts, the specific brands & are enthusiastic about sharing information with many more
•
This program will give Guddi Baji the opinion leadership they need to sell & promote
Unilever beauty brands
•
Guddi Bajjis are women with an entrepreneurial spirit who are interested in earning a
dignified livelihoods
•
They are carefully headhunted by BRC from rural areas/villages by virtue of the
aforementioned qualities
A Unique Partnership
Idara-e-Taleem-o-Aagahi (ITA) began the program in collaboration with the Technical
Education & Vocational Training Authority (TEVTA), Unilever Pvt. Limited (UPL) Pakistan
and the Department of Schools – seeking Government Secondary Schools as hosts in
districts Rahim Yar Khan and Bahawalpur in 2010 and 2011. MOU with TEVTA
sehttp://www.tevta.gop.pk/mous/mous.htm#publicprivate
Selection Criteria
•
Matriculate (grade X)
•
Belongs to a village having a minimum population of 5000 and maximum
10000 i.e. 700 – 1500 HHs
•
Confident & Presentable
•
Desire to grow & earn extra income
•
Eager to work with UPL for 3-years at least
•
Agrees that if she leaves the contract then she will pay back the course fee
(Rs.12000)
Will act as messengers of social change delivering Seven Key Messages
•
Trainings Venues and Status of GUDDI
BAJI Phase 1
Sr. No.
Town
1
Uchsharif
2
Yazman
3-
Ahmadpur
TRAINING VENUE
Training Status
GOVT GILRLS HIGHER SECONDARY SCHOOL
Training of a batch of 33 completed.
GOVT GILRLS HIGHER SECONDARY SCHOOL
Training of a batch of 30 completed
GOVT.PRIMARY SCHOOL
Training of a batch of 32 in progress
Accomplishment of Guddi Bajis
Expert at application of Mehndi, Make-up, Facial, Hair cutting & 30 different
of styling, Manicure & Pedicure, etc
Modalities, Scope & Scale
Selling
beauty
services
Selling
Unilever
brands
Rewards
against
sales
900
2012
(2012)
2500
2013
(2013)
4000
2014
(2014)
6500
2015
(2015)
Towns Targeted in 2012
Sr. No
District
Sr. No
District Rahimyarkhan
District
District Faislabad
1
Rahim Yar Khan
15
Faisalabad
2
Liquat pur
16
3
Sadiq Abad
17
4
Zahir pir
5
Khan pur
18
Bhawana
District Bahawalpur
19
Chiniot
6
Bahawal pur
20
Samundari
7
Hasilpur
8
Khairpur Tamewali
21
Mandra
DISTRICT Lodhran
22
MURREE
23
RAWALPINDI
Chak Jhumra
Tandliwala
District Chiniot
District Rawalpindi
9
KAHROR PACCA
10
LODHRAN
24
Pattoki
11
Mailsi
25
KASUR-1
26
Patooki-2
27
KASUR 2
28
KHUDIAN
District Multan
12
Multan-2
13
Shujabad
14
Jalal pur peerwala
District Kasur
GUDDI BAJI ORGANOGRAM
RMs/ DMs
SEVEN KEY MESSAGES THROUGH
GUDDI BAJI ACROSS PAKISTAN
Wash hands
before meals
and after
using the
toilet
Send children,
especially
girls, to
school at the
right age
Exclusive breastfeeding
of infants for the
first four months. No
use of bottles, teats
or pacifiers.
Registration of
Children at
Birth
Ante-natal care
for pregnant
mothers and
immunization
of children
Practice family
planning;
engage with
the local Lady
Health Worker
(LHW).
Respect for
Environment.:
conserve water,
minimize use of plastic
bags;
plant your own
vegetables