Detailed Note on DDU-GKY
Feb 2015
Detailed Note on DDU-GKY
Background Information
We are living in interesting times. We have the world’s largest young population and yet
employers are constantly searching for the ‘right talent’. The same is true all over the world,
states a report by Accenture1. To add to it, most of the jobs from blue to white collar have
undergone dramatic transformation and technology infusion, leading to a bigger gap.
Globally speaking, China in the next 15 years is expected to lose 45 Million from its ageing
workforce, while India is expected to add over 100 Million young adults ready and
waiting for work. Presently, there is a 55 million2 strong rural population unable to
access work opportunities, due to socio-economic constraints
and an experiential
traditional agricultural skill that need to be upgraded for greater agricultural productivity
and supplemented for transition to factories and industries.
Furthermore, the Honourable Prime Minister Shri Narendra Modi has launched the “Make
In India (#MakeInIndia)” campaign to build and re-energize the Indian economy. But the
success of the campaign hinges critically upon the availability of quality manpower.
The answer therefore lies in Skilling. Especially in rural India, moving people from
poverty to productivity.
The Ministry of Rural Development has been the pioneer to invest in Placement linked
Skilling with a laser like focus on inclusive growth. Pandit Deen Dayal Upadhyaya
Grameen Kaushalya Yojana (DDU-GKY) is the outcome of the learning and experience
gained by the Ministry. DDU-GKY is therefore designed to skill the poor and disadvantaged
rural youth to take advantage of the global demographic dynamics, job requirements and
domestic industry landscape.
1
2
Solving the Skills Paradox, Accenture, 2012
Census 2011, rural population between 18 and 35
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Detailed Note on DDU-GKY
Feb 2015
Introduction to DDU-GKY
DDU-GKY is the skills action-arm of the National Rural Livelihoods Mission (NRLM), tasked
with Skilling rural youth, moving them from poverty to productivity. It owns and manages
the entire lifecycle of the process, from investing into Skilling Projects (at no cost to the
trainees or employers) to identifying internships and placement opportunities, and to
tracking career progression over a period of 3 years from graduation.
The main objects of DDU-GKY are:

Focus on rural youth from poor families in the age group of 15 to 35 years of age:
o
MGNREGA worker households, with a minimum of 15 days of completed
work

o
RSBY households
o
Antyodaya Anna Yojana card holding households
o
BPL PDS card holding households
o
NRLM-SHG households
o
Households covered under auto inclusion parameters of SECC 2011
With Social Inclusion in its composition:
o
SC/ST
: 50%
o
Minorities
: 15%
o
Women
: 33%
o
Persons with Disabilities
: 3%
o
Special projects for special groups such as victims of trafficking, manual
scavengers,
trans-genders,
rehabilitated
bonded
labour
and
other
vulnerable groups

With Pioneering Progressive Innovation in its design :
o
Support for retention
o
Support for Career Progression
o
Support for International Placement
o
Tablet PC based training for every trainee
o
Standard Operating Procedures to define quality with transparency and
accountability
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Detailed Note on DDU-GKY


Feb 2015
Ownership of the entire lifecycle of the training and development process:
o
Planning
o
Implementation
o
Monitoring
Through Market-linked, training process in PPP mode with partners that commit
to quality :
o
Project Implementing Agencies
o
Curriculum framing and Assessment through NCVT (National Council on
Vocational Training) or SSCs (Sector Skills Councils) of NSDC
o

Industry partnerships for latest technology and trends
Spanning over 250 trades and skills, as demanded and modified from time to time:
o
From Jewellery to Counter Sales to IT-enabled Services to Mechanical,
Electrical, Plumbing and Construction working
o
Dedicated courses for soft skills, spoken English and basic computers
o
In residential as well as non-residential well equipped campuses, with
adequate technology as per industry norms and standards
o
Evidenced training performance record through geo-tagged time stamped
biometric attendance at centres

Assuring placement of 75% of all trainees, through support to the PIA as well as
relationships with industry under ‘Champion Employers’ and other Schemes

o
With a minimum recommended monthly salary of Rs. 6,000/-
o
And a top-up monetary support where needed to ensure retention of job
Tracking performance post placement, supporting and offering career
progression support to graduates and Project Implementing Agencies

Awarding and rewarding performance through a Quality Certification Program 3
Achievements till date
DDU-GKY is currently being implemented in all 33 States and UTs, across 610 districts,
partnered with over 400 Project Implementing Agencies, in over 250 trades across 50
sectors.
3
Proposed
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From the last Plan period of 2004/05 till 31st December 2014, DDU-GKY4 has trained over
1.1 Million individuals, of whom over 850,627 (over 77%) have been successfully placed.
DDU-GKY has so far committed an investment of more than Rs. 3,665.20 Crores in
more than 250 Programs, impacting 10,91,419 rural individuals between the ages of
18 and 35 years across the country, at an average per capita investment of Rs. 33,581.
Process of Delivery/ Implementation Architecture
DDU-GKY follows a 3-tier implementation model. The primary tier is the National Unit
(NU) that functions as the policy-making, technical support, facilitation and investing
agency. The next tier is the DDU-GKY State Skill Missions (SSMs) under the State
Government/ State Rural Livelihood Missions (SRLM); who co-invest as well as directly
supervise and/ or engage with implementation agencies. The last tier is the Project
Implementation Agency (PIA). These are publicly or privately held organizations from
specific sector industries, education and training or NGOs who have a reputation in
delivering skilling, training and development programs. For instance, the Internal Training
Institute of Tata Steel, or Manipal Global, Manpower Group or Bhaskar Foundation or
Future Learning are organizations offering diverse skills that partner with DDU-GKY as
PIAs.
Employ of Technology
In keeping with changing times, industry landscape and blue-collar job roles, DDU-GKY,
through its PIAs, have deeply invested into technology for everyday use. Some examples:

A Geo-Tagged Time Stamped Biometric Attendance Record: similar to what the
graduates will eventually find in most organizations, this not only is used as a
monitoring tool, it also makes graduates culturally familiar with contemporary
technology

Provision of a Tablet PC for all recruits, to teach them some basic computing skills
as well as specific trade skills like Computerized Retail POS Billing Terminals
4
Including its previous avatars as Swarnajayanti Grameen Swarozgar Yojana (SGSY) and Ajeevika Skills,
between 2004/05 to September 2013
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Detailed Note on DDU-GKY

Feb 2015
Presence of Computer Labs and e-Learning Labs at Training Centres, to ensure
that all graduates have access to a wider curricula and adequate learning
opportunities
In addition, DDU-GKY as part of its management process and MIS requirements, ensures
that all Project Implementing Agencies (PIAs) invest into IT infrastructure and is working
on a nation-wide network for sharing real-time performance data, meaningful graduate and
financial information and creating a strong independent Placement Initiative.
Special Initiatives
DDU-GKY has initiated some special plans for different regions in the country keeping in
with very specific problems and/or opportunities. The initiatives are:


North-East:
o
It is a special Initiative differentiated only on investment ratios
o
Central Government through DDU-GKY invests 90% of the Project Cost
o
States are expected to contribute only 10% of the Project Cost
Project Himayat: applicable in Jammu & Kashmir
o
Aimed at training and placing 100,000 youth from J&K
o
Priority is given to School and College Drop-Outs
o
Central Government through DDU-GKY invests 100% of the Project Cost
o
As on date, 9 PIAs (including IL&FS, IndiaCan, CAP Foundation to name a
few) are active in J&K
o
Till date, Himayat has achieved 35,761 trained graduates, of whom 29,098
have been successfully placed in various jobs and organizations

Project Roshni: applicable in 27 LWE prone districts in the states of Andhra
Pradesh, Bihar, Chhattisgarh, Jharkhand, Madhya Pradesh, Maharashtra, Odisha,
West Bengal and Uttar Pradesh
o
It is similar to the rest of the country in the Investment Ratio
o
It comprises of 4 completely residential training models
o
National Institute of Rural Development (NIRD) is the designated
Monitoring and Coordinating Agency
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Detailed Note on DDU-GKY
o
Feb 2015
Currently, 23 projects have been sanctioned with a total Investment of Rs.
248.45 Crores, aimed at achieving over 54,036 trained graduates at the
end of 3 years
Industry Partnerships
DDU-GKY enables industry to meet its demand for shop floor manpower in a sustainable
manner by mobilizing the required manpower and investing in their skill development
through curriculum and courses set by the industry. Many industries and corporates have
recognized the need and value of these efforts. The program is also the only program that
mandates specific hours of training of generic life skills including basic English, IT and soft
skills which are considered are essential skills by the industry.
DDU-GKY provides special partnership programs that support Industry to collaborate with
the program to meet its own internal HR and talent requirements. These include:
A Champion Employer Policy whereby organizations that need 5000+ people per annum
can tie up DDU-GKY. For instance, Café Coffee Day is a Champion Employer of DDU-GKY
and promises to recruit 100,000 trained graduates, provide opportunities for On-the-Job
Training as well Internships, besides regular employment, over the next 5 years. Apollo
Hospitals and their training organization, Apollo MedSkills has committed an intake of
over 10,000 trained graduates in Health Care over the next 2 years. Shahi Exports has
committed an intake of over 4,000 trained graduates in a new facility at Bhubaneswar,
India.
A Captive Employer Scheme in which an entity that can provide 500 or more captive jobs
annually in own or subsidiary agencies/ companies the last two years can also tie-up and
gain from DDU-GKY’s experience and training programs.
DDU-GKY also gives Preference to training agencies, which have proven experience in
providing overseas placement in jobs starting at a minimum of US$ 500 per month.
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Partners
DDU-GKY currently partners with leading organizations engaged in Skill Training. Some of
them are: IndiaCan, Laurus Edutech, IACM, Aide et Action, Aroh Foundation, Bhaskar
Foundation, CAP Foundation, Drishtee, IKYA Foundation, IL&FS Education, SkillPro,
Manpower Group, Shri Ram New Horizons, Future Learning (a part of the Future Group),
ProSchool (an IMS Initiative), Team Lease amongst others. Most of these are either leading
Education/ Skill Development Institutes with highly qualified Trainers and Management or
leading Businesses in their respective industries.
In addition, DDU-GKY also participates with leading employers like AVON, Eagle Hunter
Solutions, Gati, Orient Craft, Samsung, Nokia, Lee Espirit Hospitality Management, Malwa
group, Raymond, Aegis BPO, L&T group.
“We appreciate the initiative taken by MoRD (DDU-GKY) and are very keen to be a part of this
exciting journey” – Jamshed S Daboo, MD, Trent Hypermarket, Tata Group
“DDU-GKY is a dynamic scheme which aims for inclusive growth…” – Dr. V. Raghunathan,
CEO, GMR Group
“The DDU-GKY Scheme will be crucial to fill the urgent requirement of skilled workforce in the
logistics and supply chain sector” – Diva Jain, Founder & CEO, SafeExpress
“Being the pioneers in the field of training automobile sector in India… I am thankful to the
DDU-GKY project in supporting the automobile sector” – Vinodh Raj, MD, TTi Global
Key Challenges and Future Vision
India is a country of large numbers. From recruiting enthusiastic aspirants to finding
economic opportunities of sufficient scale constitute the key challenges faced by DDU-GKY
everyday. The Ministry’s vision to support every single one of the estimated 55 Million
rural youth from poor families within the next 15 years , and bring them out of poverty in
a sustainable manner . This is a BIG challenge.
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Detailed Note on DDU-GKY
Feb 2015
DDU-GKY has undertaken several programs and schemes to help in this endeavour. Some of
the key strategic actions are:

Alignment with the “Make in India (#MakeInIndia)” campaign to reassure large
investors on the availability of highly skilled and employable manpower

Incorporation of globally recognized and benchmarked skill areas and learning
areas in the curriculum of various projects to cater to a global blue-collar demand

Incorporation and employ of technology to build an adaptable and highly capable
workforce that can work anywhere

Preferential approvals and investing for skill training organizations that offer
global placement services in addition to local

Industry-centric partnerships that help to invest in industry’s ongoing HR and
recruitment plans.

Expansion into new skill and learning areas which are in demand, like
Agricultural Tooling, Organic Farming and Irrigation, Health Care, Financial Services
amongst several others

Rural India Emblem for skills – a comprehensive quality system in training and
for a period of 3 years post training, wherein graduates are meaningful ranked for
performance and growth, to reassure and ensure the employability across Indian
and MNC corporate organizations

Enterprise wide ERP System – to ensure transparency and build graduate profiles
in an online employment exchange, an enterprise wide (including all 3-tiers of the
implementation architecture) is mooted and expected to facilitate not only
placements, but also visible growth for graduates and employers
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