ES – DMDA – COIR BOARD
Evaluation Study of Domestic Market Development
Assistance Scheme implemented by Coir Board
Contents
S. No
Title
EXUCUTIVE SUMMARY
1.0
2.0
3.0
4.0
Introduction
1.1 Genesis
1.2 Domestic Market Development Assistance Scheme
implemented by Coir Board
1.3 Objectives of the Assignment
1.4 Scope of the Assignment & Coverage
1.5 Methodology Adopted
1.6 Limitations
Page No
I - xvii
1
2
3
4
4
6
Overview of the DMDA Scheme Implemented by Coir Board
2.1 Activities of Coir Board
2.2 Introduction of DMDA Scheme
2.3 Procedural Formalities of Coir Board for Implementing the
Scheme
2.4 Details of assignment utilized by Coir Board for it show
rooms, surveys, exhibitions etc
2.5 Designated state agencies for implementation
2.6 Coir Industry at a glance
Status of Industry in DMDA implemented Status
3.1 Introduction – Kerala
3.2 Tamilnadu
3.3 Karnataka
3.4 Orissa
17
26
31
35
Analysis of Study on Impact of the DMDA Scheme
Implemented by Coir Board
4.1 Introduction
4.2 Classification of respondents
4.3 Coir Cooperative in India
4.4 Status of the respondent Societies
4.5 Sales turnover of the respondent societies
4.6 Adequacy of the assistance under DMDA
4.7 Status of membership in societies
4.8 Market for coir products
4.9 Special efforts required for market development
4.10 Usefulness of the scheme
4.11 Impact of the DMDA Scheme
38
38
40
41
42
43
44
44
45
46
46
8
10
11
12
13
14
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S. No
4.0
5.0
4.12 State wise analysis on daily wages paid to coir workers
4.13 Average No. of days employment provided by societies
Title
4.14 Analysis of timely payment of grant
4.15 State wise participation in exhibitions
4.16 Impact of participation in exhibition
4.17 Evaluation of State level Apex societies and the showrooms
4.18 Evaluation of Coir Board and Hindustan Coir as
beneficiaries of DMDA Scheme
4.19 Analysis of DMDA funds allocation and releases by Coir
Board
4.20 The Process for selection and disbursement of DMDA
4.21 Evaluation of Sales showrooms / Sales Outlets
4.22 General Observations
4.23 Suggested Strategies
Concluding Observations and Recommendations
5.1 Main Observations of the evaluation study
5.2 Recommendations
47
48
Page No
49
50
51
51
56
Annexures
77 - 108
61
62
63
65
68
71
72
ES – DMDA – COIR BOARD
CHAPTER 1
INTRODUCTION
1.1
Genesis
India is the largest producer and consumer of Coir and Coir products followed by Sri
Lanka in the world. India alone accounts for about 70% of the world production of coir
and coir products. Coir industry is one of the important cottage industry in India. The
coir industry is contributing significantly for creation of livelihood in major coconut
growing States and union territories i.e. Kerala, Tamil Nadu, Andhra Pradesh,
Karnataka, Maharashtra, Goa, Orissa, Assam, Andaman & Nicobar, Lakshwadeep and
Pondicherry.
A wide range of coir and coir products are consumed in the country. These inter alia
include: coir yarn, ropes, mats & mattings, rubberized coir products, mattresses, pillows,
cushions, coir geo textiles, coir pith, rugs, carpets and curled coir.
The Coir Board, a statutory body was established by the Government of India under the
aegis of Ministry of Micro Small & Medium Enterprises, Government of India.
Development and strengthening of domestic market for coir and coir products are as
important as development of export market. In the event of fluctuations in the
international market, the industry can survive only with the help of strong domestic
market for the product. Coir Board has been undertaking various activities which include
publicity and propaganda, popularization through exhibitions, Showrooms and Sales
Depots, encouraging setting up of sales outlets, participating in domestic exhibitions and
providing market development assistance.
Coir is versatile and finds use in multiple applications for agriculture and industrial
activities apart from a variety of floor furnishing articles.
End use application starts from the fibre stage itself. Coir yarn spun from fibre gets
converted into door mats, matting, bags carpets as live in style consumer articles.
The development efforts of Ministry of Micro, small and Medium Enterprises (MSME),
Government of India, Coir Board and State Governments are changing the scenario and
industry is drifting to modern methods of production and market development activities.
ES – DMDA – COIR BOARD
An important development in marketing of coir products was the establishment of Cooperatives in addition to efforts of public sector undertakings with the support of
Government. The main objective of the Co-operatives is to strengthen and eliminate
exploitation of middle-men to enable Co-operatives to distribute profits to producers at
grass root local level and consumers.
1.2
Domestic Market Development Assistance Scheme implemented by Coir
Board
The Ministry of Micro Small and Medium Enterprises, Government of India has been
implementing a scheme namely Domestic Market Development Assistance Scheme
though Coir Board (MDA) since 2000-2001 for domestic market development. Under
this scheme, the Government provided financial assistance @ 10 per cent of the annual
sales turnover to the apex Co-operative societies, manufacturing societies, State owned
coir development agencies/ showrooms/ sales depots of the Board. The burden of the
assistance is shared equally by the Central Government and the concerned State
Government.
The Ministry of Micro Small & Medium Enterprises, Government of India awarded
Evaluation study of Domestic Market Development Scheme implemented by Coir Board
to APITCO.
The grant or assistance (under DMDA was) utilized for the following purposes
•
To promote the sale of coir products manufactured by Co-operatives and·
Public Sector Enterprises committed to payment of minimum wages and
other obligatory benefits to coir workers.
•
To encourage sustained production and more employment opportunities
especially in the Co-operative sector of the coir industry.
•
To provide financial support on a continuing basis around the year to the
Co-operative and Public sector Enterprises who undertake market
development programmes such as setting up sales network, publicity,
participation in exhibitions etc.
ES – DMDA – COIR BOARD
1.3
Objectives of the Assignment
The main objectives of the study are to
•
Evaluate the existing system of implementation of the scheme including the laid
down criteria for selection of beneficiaries and average time taken at each stage of
processing the proposal leading to actual disbursement of MDA to the beneficiaries
through the State Governments.
•
Assess the adequacy of the assistance provided under the scheme and examine
whether it is being utilized by the beneficiaries for the purposes enshrined under the
guidelines of the scheme.
•
Assess the impact of the Market Development Assistance provided to the
beneficiary organizations through State Government in terms of the extent of
development of domestic market of coir and coir products.
•
Identify the thrust areas for which the Coir Board is required to focus its attention in
the short, medium and long term to meet with the competition from synthetic
products in the domestic market.
•
Assess the impact of the exhibitions organized by Coir Board or Board's
participation .in exhibitions organized by other agencies in the promotion of coir and
coir products in domestic market in terms of increase in sales and suggest
measures for improving the effectiveness of the participation in the exhibition for
promoting coir materials in the domestic market.
•
Assess whether the amount spent on participation in exhibitions is commensurate
with the quantum of sales generated during and after the exhibitions.
•
Assess the functioning of the Showrooms & Sales Depots of Coir Board and sales·
outlets of other Government, sponsored organizations with a view to suggesting
specific areas for improvement and promoting sales of coir products in the domestic
ES – DMDA – COIR BOARD
market.
1.4
•
Scope of the Assignment & Coverage
The evaluation study was conducted by APITCO in DMDA implemented States
during 2000-01 to 2006-07. The study involved field survey with deployment of
questionnaires, scrutiny, validation of data and statistical analysis. Samples
concerning implementation of DMDA scheme were identified at random sample
basis in proportion to number of beneficiary societies in each participating State
under the scheme.
•
The study was based on the actual data and information as collected from the
beneficiaries of the scheme and also from the implementing agency i.e., the Coir
Board and the State Governments. The data collected was statistically analyzed for
reliability and validity as indicated in methodology adopted.
1.5
Methodology Adopted
The evaluation study was carried out in accordance with the objectives and terms of
reference. A four-stage methodology was adopted to undertake the study, comprising of
desk research, field survey for impact assessment, data analysis and report preparation.
a.
Desk Research
The desk research relates to data collection from Coir Board and other State level
agencies with respect to details of DMDA assistance list of beneficiaries assistance
given under the scheme in the year from 2000-01 to 2006-07. Strategic support
extended by Coir Board for implementation of the scheme including collection of
information from various agencies and other sources.
•
Discussions were also held with officials of Coir Board at head quarters to
identify places for conducting evaluation study followed by discussions with
State governments / agencies.
•
Prepared data collection sheets / questionnaires for the target beneficiaries
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and finalized the places to visit for the study
•
The structured questionnaires include the following
Q-1. Questionnaire for Coir Board/Hindustan Coir/State Agency
Q-2. Questionnaire for Sales Outlet
Q-3. Questionnaire for Beneficiary Society
The structured questionnaires were administered during field survey for
collecting data from respondents. The copies of the above are presented
annexure I to III
•
Seven member team was constituted headed by Chief Consultant. The team
includes one Chief Consultant, one Sr. Consultant, five Consultants including
Coordinators.
b.
Field Survey
The field survey was a critical component of the methodology adopted. It was
undertaken
second
during
fortnight
of
December 2007 and 1st
week of January 2008 in
the States of Kerala,
Karnataka,
and
Tamilnadu
Orissa
DMDA
Scheme
where
was
implemented.
APITCO Official during field visit
The study team surveyed sample respondent Primary Co-operative Societies,
Mat Societies, Central Coir Societies at random and Apex Societies in four
implemented States. The details are furnished in the following chapters
The study team held detailed discussions with officials of the following
agencies and collected necessary information.
•
Coir Board, Kochi
•
Hindustan Coir, Alleppy
•
Directorate of Coir, Government of Kerala (Trivendrum)
ES – DMDA – COIR BOARD
•
Kerala State Co-operative Coir Mattress Federation (COIRFED), Alleppy
•
Kerala State Coir Corporation Ltd, Alleppy
•
Directorate of industries, Government of Tamilnadu
•
Tamilnadu
State
Coir
Co-operative
Marketing
Federation
Ltd
(TANCOFED)
•
Directorate of industries, Government of Karnataka, Bangalore
•
Karnataka State Coir Co-operative Federation, Bangalore
•
Karnataka State Coir Development Corporation (KSCDC), Bangalore
Bangalore
•
Directorate of Industries, Government of Orissa
•
Orissa Co-operative Coir Corporation (OCCC)
•
Foam Matting Limited (FOMIL),Alleppy, Kerala
c.
Data Analysis
The data collected during the desk research and field survey with the help of
structured questionnaires / data sheets was analyzed with necessary
interpretations along with the findings of the impact of the scheme in the
following chapters
d.
Report Preparation
The report was prepared on the basis of analysis of the above. The report
includes impact assessment of DMDA Scheme by Coir Board and other
agencies and suggestions made for improvement of the scheme. The final
report was prepared after incorporating the suggestions of the ministry.
1.6
Limitations
The study team of APITCO did not face any difficulty during field survey as the
consultants of APITCO have fair knowledge of coir industry across the States in
view of their earlier involvement in different coir related studies. However, limited
time to cover the four States was a limiting factor for collection of detailed data.
ES – DMDA – COIR BOARD
CHAPTER 2
OVERVIEW OF DMDA SCHEME IMPLEMENTED BY COIR BOARD
Coir has come a long way from the ancient uses and find applications in many areas. It
is still used for agricultural, industrial and domestic purposes. It has also become an
article of use in modern life as a garden article, as bags for the tea leaves as brush mats
at the door steps, as long-wearing carpets in the corridors of the bungalow veranda, as
tastefully planned floor coverings in the drawing room or as the runner on the staircase,
as geo-fabric for controlling landslide or soil erosion, for protection of embankments of
roads, railway and canals.
The coir industry has to its credit, a tradition and heritage of centuries. Cultivation of
coconuts and extraction of coir fiber and its further processing have taken deep roots in
the States of Kerala, Tamilnadu, Karnataka, Andhra Pradesh and Orissa. Kerala is
dominating the coir industry in India. The rapid expansion of coconut cultivation in nontraditional areas increased the production of coconut and the industry has also
developed gradually in the States of Tamilnadu, Karnataka, Andhra Pradesh and Orissa.
Coir industry in India is one of the important rural cottage industries. It provides source
of income for artisans in rural areas. Among work force, women constitute 80% of the
work force in coir industry.
The Ministry of MSME has been assigned an important role in India’s development
plans. The development of coir workers is one of the key strategies adopted by the
Government, as they are a chief source of employment and income generation. The Coir
Industry alone provides employment to five lakhs of people especially women, and earns
foreign exchange to the tune of Rs. 300 crores per annum. It is a highly labour intensive
industry but the productivity levels in the industry are low. The average earning of the
workers is insufficient to maintain even a subsistence standard of living. A rise in cost
factors in the recent years has increased the cost of production considerably, without
any corresponding increase in productivity.
On the demand side, Coir Products appear to be facing tremendous global and domestic
competition from synthetic products. Price fluctuations also seem to become a perennial
feature of the coir-markets. Marketing therefore has become a major problem in recent
ES – DMDA – COIR BOARD
years and the future prospects of the industry depend on the expansion of domestic as
well as the foreign markets.
2.1
Activities of Coir Board
Coir Board is a statutory body which was established by the Government of India under
a legislation enacted by the Parliament namely Coir Industry Act 1953 (45 of 1953) for
the promotion and development of Coir Industry in India as a whole.
Coir Board Golden Jubilee Banner at Coir Board Showroom, Chennai
•
Vision
The Coir Board’s vision is the overall development of the Coir industry through
research, development and extension /dissemination, modernization and quality up
gradation, human resource development, better marketing and improvement in the
quality of life of all who are engaged in the coir industry.
•
Objectives
•
Coir Board social objective is to improve the living conditions of those
engaged in this industry, especially the workers and manufacturers.
•
Coir Board
economic objective is to help for generation of additional
employment opportunities, production of quality products acceptable to the
export & domestic markets and facilitate reasonable returns to producers and
exporters.
ES – DMDA – COIR BOARD
•
Coir Board overall objective is to create in active collaboration with all
stakeholders, a self reliant environment for healthy and sustainable growth of
the industry.
The Coir Board is playing vital role for the development of coir sector through various
initiatives.
The field offices of the Board at regional level are fully equipped and empowered for
effective implementation of the programme allocated.
Surveys and studies required for policy planning and programme formulation. Coir
Board conducted several studies for the development of the industry and
implemented good number of schemes for promotion of the sector.
•
Activities of Regional Offices, Coir Board in DMDA implemented States
Coir Board established Regional Offices in all States for the development of the coir
Industry. Regional offices are providing the training to coir workers in the following
courses.
Training Courses
•
Training in spinning Coir Yarn on motorized ratt /motorized traditional ratt for
women under Mahila Coir Yojana
•
Short term training on the application of Coirret and Pith Plus
•
Training to women spinners to spin important trade varieties of coir yarn
having market demand
•
Training in repair/maintenance of coir processing machineries to ITI passed
candidates
•
Field Training in spinning coir on motorized ratt/motorised traditional ratt
under Mahila Coir Yojana
•
Advanced Training Courses
•
Artisans Training Course
The regional offices have been coordinating with State Industries departments if
providing the assistance to societies under DMDA scheme.
ES – DMDA – COIR BOARD
The regional offices are also encouraging and assisting the societies to participate in
exhibitions by providing the stalls.
2.2
Introduction of DMDA Scheme
The Domestic Market Development Assistance Scheme was introduced by MSME
(earlier known as ARI) and implemented by Coir Board with effect from 2000-01 to
2006-07 in lieu of Rebate Scheme that was in operation in Coir Sector till 1999-2000. It
is known as MDA in Coir Board. The MDA is linked with the sales performance of the
concerned beneficiary organizations and aim at providing incentives for better
performance. The following are the main objectives of the Scheme.
i)
To promote the sale of coir and coir products manufactured by the Co-operatives
and Public Sector Enterprises committed to payment of minimum wages and
other obligatory benefits to the coir workers and thereby encouraging sustained
production and better employment opportunities.
ii)
To provide financial
support on a continuing basis round the year to the Co-
operatives and Public Sector Enterprises who undertake Market development
programme.
Providing of DMDA to State supported organizations for enlarging marketing network
within country was an important measure for popularization of coir goods in the
Domestic Market.
Under DMDA scheme, the Apex, Central primary Co-operative
Societies, Public Sector Enterprises in the Industry received financial support on a
continuing basis for the last 7 years i.e. from 2000-01 to 2006-07. The implementation
the DMDA Scheme enabled the beneficiaries to promote the sale of Coir and Coir
products manufactured by Co-operatives and better employment opportunities.
In
addition to the above, the beneficiaries have got ample opportunities for extension of the
following fields by utilizing the assistance in Coir sector.
i)
Publicity
ii)
Opening New Showroom / Sales Outlet
iii)
Renovation of existing Sales Outlets
iv)
Market study
ES – DMDA – COIR BOARD
v)
Setting up of Market Intelligence net work / up-gradation of design facilities like
installation of computer, Aided Design Centre, engagement
of qualified
designers, introduction of e-commerce facilities, computerization of showrooms
etc.
vi)
Godown
vii)
Innovative Marketing Strategies including payment of discounts.
2.3
Procedural Formalities of Coir Board for implementing the Scheme
The formalities include the following:
i)
The State / UT Government shall communicate in advance their willingness
to participate in the DMA Scheme subject to the conditions stipulated under
the Guidelines.
ii)
The State / UT Government may issue specific orders in this regard and
provide adequate budgetary provisions.
iii)
The Central share of 50% of the Market Development Assistance will be
disbursed by the Coir Board in lump-sum to the State / UT governments
subject to availability of necessary funds in the Annual Plan budget of the
Coir Board. It shall be the responsibility of the State / UT governments to
disburse the assistance to the concerned beneficiary organizations.
iv)
In case of claims from the Apex Societies, Central Societies, State owned
Agencies and Corporations the claims will be settled on the basis submission
of their claims to the concerned State / UT Government who in turn will
submit the claim in the prescribed Proforma along-with the supporting
documents mentioned their-in to Coir Board.
The claims should be
accompanied by the documentary proof of matching share released by the
State / UT Government component-wise utilization certificate etc.
v)
While preferring the claim through the concerned State / UT Government the
beneficiary organizations shall submit a component-wise utilization certificate
to the effect that the assistance received under the scheme during the
preceding year was utilized exclusively for the approved purposes as
ES – DMDA – COIR BOARD
stipulated under Para 3 above. The undertaking should be countersigned by
the State / UT Government authority designated for the purpose.
vi)
In the case of Primary Coir Societies the assistance claimed by the individual
Co-operative Society shall be submitted to the State / UT government who in
turn shall submit a consolidated claim in the prescribed Proforma with the
recommendation on behalf of all eligible Primary Societies through the
designated competent authority.
vii)
The sale of coir yarn made by the Primary Society of the Central Society, or
in the open market will be eligible MDA. However, the Apex / Central Society
would not be eligible MDA on the sale of coir yarn purchased from the
primary societies as they claim MDA.
viii)
The beneficiary Primary Society shall submit a Utilization Certificate to the
State / UT Government to the effect that the assistance granted during the
preceding year was utilized exclusively for the purposes prescribed under
para 3 above.
The State / UT Government shall accordingly submit a
consolidated utilization certificate on behalf of all the Primary Societies
through the competent authority designated for the purpose.
Only four States namely Kerala, Tamilnadu, Karnataka and Orissa implemented the
scheme of DMDA. Though the State governments Coir Board followed the above
formalities it was observed that there were gaps in procedural formalities which are
presented in following chapters.
The modified guideline for release of the share under the DMDA scheme of Coir Board
is given in Annexure IV. The modified guidelines include were presented in with few
modification and required certification which were issued in 2004-05.
2.4
Details of assistance utilized by Coir Board for it show rooms, surveys,
exhibitions, etc.
An amount of Rs.603.12 lakhs was allocated for the developmental activities of Coir
Board showroom & Sales Depots and Hindustan Coir under the Scheme as detailed
below:
ES – DMDA – COIR BOARD
S. No
Year
1
2
3
4
5
6
7
2000-01
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
Total
Amount allocated
(Rs. In lakhs)
90.72
100.14
95.40
87.09
78.97
74.02
76.78
-----------603.12
=======
Source: Coir Board
2.5
Designated State agencies for implementation:
The following are the designated State agencies for implementation of MDA Scheme
under the Board.
(i)
Government of Kerala
(ii)
Government of Tamilnadu
(iii)
Government of Karnataka
(iv)
Government of Orissa
Details of disbursement made under the scheme in various States are as follows:
(i). Amount allocated to under DMDA Scheme - Government of Kerala:(Rs. In lakhs)
S. No
Year
1
2
3
4
5
6
7
2000-01
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
Total
Amount allocated
(Rs. In lakhs)
84.00
106.00
110.10
105.00
202.15
539.45
126.20
-----------1,272.90
=======
ES – DMDA – COIR BOARD
(ii) Amount allocated to under DMDA Scheme - Government of Tamilnadu:S. No
Year
1
2
3
4
5
6
7
2000-01
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
Total
Amount allocated
(Rs. In lakhs)
31.50
27.00
26.25
37.00
36.03
57.88
37.85
-----------253.51
=======
(iii) Amount allocated under DMDA Scheme - Government of Karnataka:S. No
Year
1
2
3
4
5
6
7
2000-01
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
Total
Amount allocated
(Rs. In lakhs)
26.50
27.00
26.25
34.00
37.85
68.56
23.05
-----------243.51
=======
(iv). Amount allocated under DMDA Scheme - Government of Orissa:S. No
Year
1
2
3
4
5
6
7
2000-01
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
Total
Amount allocated
(Rs. In lakhs)
Nil
Nil
1.34
1.62
1.47
3.76
0.32
-----------8.51
=======
Source: Coir Board
A total amount of Rs.2381.25 lakhs was released by Coir Board towards the share of
Central Government over a period of 2000-01 to 2006-07 including assistance released
was also presented with following chapters. The year wise allocation and amount
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released is also enclosed. The State agencies released the equal amount of matching
grant to beneficiaries towards 50% share of the States in their respective States.
2.6
Coir Industry at a glance:
Coir industry in India provides employment to the tune of five lakhs people approximately
of which 3.60 lakhs people belong to Kerala alone. About 80% of them are women. The
women are mostly engaged in fibre extraction and spinning & men work in the coir
products sector. The industry concentrated in Kerala but spread over in other States like
Tamilnadu, Karnataka, Orissa, Andhra Pradesh etc. The development of industry is
mainly concentrated in the area of coconut cultivation and availability of coconut husk.
In India there are about 10, 000 coir processing units spread over in deferent parts of the
country apart from thousands of household units in Co-operative sector mainly involved
in coir yarn and extraction of fibre. However, Kerala State has more than two third of the
total units. The industry concentrated mainly at Alppuzha, Kollam, Kannur, Kottayam,
Chertal & Ambalapuzha in Kerala State. New units in coir sector are also coming up in
Maharastra, Tripura, and Andaman & Nikobar Ilands and Goa.
Production of coir fibre is of the order of 4.2 lakhs metric tones and production of coir
yarn is of the order of 2.8 lakhs. The coir products and rope account for 2.00 lakhs
tones. The white coir fibre produced in Kerala is of superior quality to brown coir fibre
produced in other States mainly Tamilnadu. The cost of white fibre is double to the cost
of brown fibre. In view of this consumption of white fibre is declining.
The total output of coir and coir products (other than rubberized coir) in India estimated
to be around Rs.1500.00 crore including exports of Rs.350.00 crore.
The modernization process in the coir industry has been very slow especially in the
spinning field and product manufacturing sector due to various socio-economic and
political factors. The threat of labour displacement due to mechanization is a major
reason for the slow progress. Although a few fully mechanized units of coir production
have been set up for export purpose, the same handmade coir products also enjoy a
price premium for some products and it cannot be ignored altogether.
The main objective of developing coir industry is to diversify and expand production and
trade of value added products through better utilization of abundantly available raw
ES – DMDA – COIR BOARD
material, keeping in mind the market trends –in both domestic and international markets.
Apart from that there is a greater support to provide employment opportunities and to
improve socio economic conditions of the people. The industry is a source of livelihood
for a large number of people who generally belong to the socio-economically weaker
sections of the society in many producing States. This is an agro-based sector with
export potential, which can provide employment particularly to the rural folk at affordably
low levels of investment. Development of this industry will in turn help to improve the
livelihood and food security of the people engaged in it.
The main challenge of coir industry in domestic market today is demand generation and
market development. So far the application of coir products remains as a floor covering
material. Actually USP of coir is an Eco-Friendly product for various applications which
needs to be strengthened. There is scope to improve the marketability by blending the
coir fibre with other natural fibres without loosing the benefits of Eco-Friendly product. In
the face of competition mainly for synthetics natural fibres suffered in global and
domestic markets.
The significance contribution of DMDA scheme was mainly
protecting co-operative sector and public sector undertakings for market development of
coir products through providing of assistance.
ES – DMDA – COIR BOARD
CHAPTER 3
STATUS OF INDUSTRY IN DMDA IMPLEMENTED STATES
The State governments and State level agencies are playing active role for development
of coir industry in different parts of the country. The main problems of the Co-operative
societies are marketing of the coir products. In order to strengthen the system
Government of India and State governments have been implementing several schemes.
As indicated earlier DMDA Scheme is one of the important schemes for domestic market
development in the country implemented by Coir Board. The scheme was implemented
in four States namely Kerala, Tamilnadu, Karnataka and Orissa as local State
governments came forward to contribute 50% of the assistance as their share.
The status of industry in DMDA implemented States is as follows.
3.1 Kerala
In Kerala State, coir industry is one of the important traditional industries. The total area
of the coconut plantation in Kerala is 8, 97, 800 hectares and production is 5727 Million
nuts and the productivity is 6379 nuts per hectare, where all India average productivity is
6632 nuts.
Kerala is the largest producer of Coir fibre in the country. The number of coir units in
Kerala is of the order of 7300 out of 10,000 total units in India. The Coir Fiber is used for
coir yarn, coir rope, coir mattings, curled coir and rubberized coir mattresses, pillows etc.
manufacture for the development of Coir Industry.
3.1.1 Role of the Directorate of Coir Development in Kerala
The Secretary, Department of Industries, Govt. of Kerala is responsible for policy making
and development coir industry in the State. Kerala Government established separate
wing of Directorate of Coir Development.
Directorate of Coir Development released the matching grant of the State share under
MDA scheme to all societies based on their average annual sales turnover of the
previous three consecutive years. It is also monitoring the utilization of the funds and
providing the necessary support in proper utilization. Department has been providing the
marketing assistance through the apex societies with the support of project offices
located in all the districts.
ES – DMDA – COIR BOARD
Coir Industry in Kerala has spread through out the State. However main concentration is
in Alleppey, Kollam, Kayankulam and Kannur districts. The heart of the coir industry is
Alleppey district. In Alleppey district, Coir and coir products manufacturing units are
exporting their products to nearly 25 countries.
Alleppey (Alappuzha in Malayalam) is the nerve centre of Kerala's famous Coir industry.
One can see coconut husks being beaten into fibre for making beautiful mats and other
coir products. Both men and women are actively involved in the production of Coir. The
women are mainly involved in the yarn spinning sector and the men in the productweaving sector. Coir Industry enjoys the status as the largest Cottage Industry in the
State of Kerala, giving employment to many people.
In Kerala State there is State apex society namely Kerala State Co-Operative Coir
Marketing Federation Ltd (COIR FED).
Kerala State Coir Corporation (KSCC) and
Foam Matting India Ltd are working as State government undertakings under the Coir
Directorate. In the State, there are 804 registered Primary Co-operative societies which
includes coir yarn, mat and matting, De-fibre and Central Co-operative societies.
3.1.2 Kerala State Coir Corporation Ltd.
The Kerala State Coir Corporation Limited fully owned Government Company, which
was set up in 1969 for the intensive development of coir industry in the State. The
Corporation has its administrative offices and manufacturing facilities in a sprawling
complex in Azlleppy, Kerala. Its diversified operations include curled coir manufacturing
and allied products sectors. The Coir Corporation established 15 show rooms throughout
the country for sale and propagation of coir products. The Corporation has the status of
being the largest and the most diversified manufacturing plant in the country.
The Corporation believes in the philosophy of producing quality built in products through
a dedicated team of staff and workers from top to bottom. This commitment to quality
enables the company to face any sort of challenge in this sector. This is the first
company in the public sector to introduce quality circles successfully among the workers
and staff, proving its commitments to quality. The company has achieved an ISO 9002
certification in the year 2001. It was established by the Govt. to promote market for the
coir products of more than 4000 small scale producers in the State of Kerala in addition
to its own manufacturing activity.
ES – DMDA – COIR BOARD
a) Capability
In it’s Model Coir Factory, the Corporation has infrastructure facilitates to
manufacture mats up to 8ft. and matting up to 4mt. width with the help of specially
trained work force. Mattings are made in various sizes and colours. The latest
management techniques are deployed so as to give out the best products possible.
A highly successful, statistical quality control device has been evolved for online
production, quality check up and also to ensure timely delivery of goods.
b) Facilities
The Corporation has a unique Dye house having sophisticated facilities like
computerized color matching and color mixing facilities etc. This Dye house can
process huge quantity of various natural fibres such as Coir, Sisal, Jute, Hemp, Aloe
etc. to produce uniform shade and tone. The Corporation has also installed a
Computer Aided Design facility, the only one of its kind in the country in coir industry,
which can produce excellent designs in large numbers to the varied taste of the
importers.
c) Network
With a Nation wide network of 19 showrooms spread across the country, the
Corporation is one of the major suppliers to Defense Establishment and other big
Government and non-Government sectors in the country, meeting their stringent
quality standards and specifications.
d) As an Exporter
As a pioneering corporation, the corporation has been exporting products to both
European countries and erstwhile U.S.S.R. Globally accepted quality standards and
consistency enables them to export its products to U.S.A., U.K. etc, though they are
facing stiff competition from other exporters.
3.1.3 Foam Mattings (India) Limited (FOMIL)
Foam Mattings (India) Limited(FOMIL) is a Government of Kerala undertaking which was
established in 1979 with an authorized capital of Rs.3 Crores. FOMIL is engaged in the
promotion, manufacture and marketing of coir, jute and sisal products. The company is
ES – DMDA – COIR BOARD
catering to the needs of domestic and international markets with a wide range of
products viz. Mattings, Doormats, Rugs, Carpets and a host of other environment
friendly products.
The essence of all FOMIL products is eco-friendliness. All of its products are made from
natural fibres like Coir, Jute, Sisal, Cotton, Sea Grass, Flax, Paper and Hemp.
Highly skilled manpower and a dedicated, result-driven management have been the key
strength of FOMIL all along. Over 250 specially trained skilled hands in the
manufacturing plant oversee the perfection of every single product that leaves the
factory.
FOMIL's wide range of products are well complemented by its accent on technology,
infrastructure and machinery. Every possible effort has been made to make the
production facility nothing less than world-class. The Latex Backing Plant imported from
Denmark, for example, is the only one of its kind in India. It has a capacity to latex-back
up to 3.6 million sq.mt. of matting of 4 Mt width per annum, on a three-shift basis.
Other State-of-the-art equipments include a modern Dye House, fully automatic power
loom, semi automatic looms, auxiliary facilities and an indigenous power source for
uninterrupted production.
The key emphasis placed on HR has also facilitated the development of a fine tuned
manpower, based on efficiency and commitment, cutting across all levels of function.
Complemented by constant interaction and a foolproof communication mechanism,
FOMIL as an organization has been on a growth curve all along.
The results are there for all to see about consistent quality standards, on-time delivery
schedules and a sizable presence in international markets such as Europe, U.S.A,
Middle East and Australia.
ES – DMDA – COIR BOARD
3.1.4 Kerala State Co operative Coir Marketing Federation (COIRFED)
The COIRFED was established to give a massive thrust in the production and marketing
of Coir & Coir products through Primary Co-operative Societies. It envisages that the
COIRFED will function as the Apex Federation of these Primary Co-operative Societies
and also would be the facilitator for providing the necessary inputs for the Co-operative
Societies. An assured market for the produce of the Primary Co-operative Societies was
also guaranteed. The Federation, was formed by amalgamating the then existing four
Central Coir Marketing Societies at Kozhikode, Kochi, Alappuzha and Kollam in 1979.
The area of operation is the whole of the State with marketing network throughout India.
The members of COIRFED are divided into the following categories.
1. Defibering Societies - manufacturing Coir Fibre.
2. Coir Vyavasaya Co-operative Societies - producing Coir Yarn.
3. Mats & Mattings Co-operative Societies - producing Coir products.
The main objectives are as follows:1. To arrange for the purchase and sales of coir fibre, yarn and other coir products
belonging to the affiliated societies to the best advantage within the Indian Union
and outside.
2. To rent purchase or own administrative offices, godowns, sales depots, sub
offices and branch offices within the jurisdiction of the Federation and elsewhere
to facilitate storage and marketing.
3. Advancing loans to member societies against the security of produce and other
goods deposited with the Federation
4. Credit sales to Govt. agencies, Co-operative institutions and approved agents.
5. Supervising the working of societies affiliated to the Federation
6. Undertake business promotional programme in order to find out internal and
external markets.
COIRFED purchases coir fibre for supplying to the Primary Co-operative Societies to
produce coir yarn. The four Regional Offices have godowns where such Coir Fibre and
Coir yarn are stored. The entire Coir Yarn and Coir products are marketed though the
ES – DMDA – COIR BOARD
four Regional Offices at Kochi, Kozhikode, Alappuzha and Kollam and 127 nos of
showrooms established inside and outside the State. It is expected that by increasing
the number of Showrooms, COIRFED can procure the entire produce of member
societies and can fully market the same to ensure better wages and employment to the
Coir workers throughout the year.
The main activity of COIRFED right from the date of incorporation in 1979 was to
procure Coir Yarn from the member societies and market the same. The major inland
customers of coir are the States of Punjab, Rajasthan, Madhya Pradesh, Uttar Pradesh,
Maharashtra & Gujarat.
In these States, the coir is basically used for packing of
agriculture produce, tying of harvested wheat and maize plants and for civil construction
work. Aiming at these potential markets right from the date of formation, COIRFED
started appointing selling agents in these States. Sale of Coir Yarn was also being made
in neighboring Countries like Pakistan, Burma and Bangladesh. Own buildings were
purchased or otherwise procured in sensitive locations like Bombay, Jaipur, Jabalpur,
Kolhapur, Amritsar, Chennai, Ahmedabad and Surat. In other locations, rented buildings
were taken to set up marketing offices and showrooms. Thus, in the initial stages,
Federation was exclusively concentrating on the procurement of coir yarn and its
marketing.
In the year 1982, the Federation took up another activity of trading of value added coir
products. Value added coir products like coir mats & coir mattings were manufactured
by primary societies.
With a view to market value added coir products, in the mid
eighties, Federation opened showrooms throughout India. At present, the Federation is
maintaining 47 own showrooms and 80 Agency showrooms.
From the year 1988 onwards the Federation entered into direct manufacturing activity by
commencing production of value added products like Mats, Rubber Backed Door Mats,
and Floor Coir Tiles etc.
As a first step, Rubber Backing Factory was started at
Alleppey (1988). In the year 1991, a Rubberised Coir Factory (R.C.P. Factory) was
started at Alleppey for the manufacture of Mattresses, Pillows, and Cushions etc. A
second Rubberized coir factory mainly to cater to the automobile industry was started in
the year 1999 at Thumboor in Trissur district. The logic behind this decision was to
ensure that those value added products, which require heavy investment and which are
not viable to societies could be produced by COIRFED. Due to various reasons this
ES – DMDA – COIR BOARD
factory is almost in the idle condition. It requires professional approach for turn around
including product diversification.
The coir export business of the COIRFED, which was stopped during the middle of the
eighties, was resumed in the year 1996. In the year 1994, the Federation attempted a
backward integration and started a Defibering Unit at Thavam in Kannur District. Thus,
the activities of COIRFED started from the production of coir fibre from coir husk to sale
and export of value added coir products. This backward and forward integration was a
perfect blending achieved with great vision; though in the subsequent years, the
performance deteriorated. The various reasons for the deterioration in performance of
COIRFED are analyzed in the next chapter.
3.1.5 Central Coir Co-operative Societies
There are 4 Central Coir Co-operative societies established in different parts of Kerala.
These societies are having their own production centers and also purchasing the
finished products from primary Co-operative societies based on the requirement.
3.1.6 Primary Co-operative Societies
In Kerala 804 Primary Co-operative Societies are registered at Directorate of Coir
Development, Kerala. Coir industry is the most important traditional Industry in Kerala,
which is generating employment to the tune of 3.75 lakhs workers, out of which 76% are
women. Only 482 societies availed assistance under DMDA scheme.
Coir Board and the Kerala Government provided a
coir rebate of 10% each to the coir
Co-operatives to dispose of the stocks of coir and coir products till 1999-2000.
From 2000-2001 onwards the ‘DMDA’ (Domestic Market Development Assistance)
Scheme is being implemented by the Govt. of India.
3.1.7 DMDA Scheme in Kerala
One apex society, 4 Central coir Co-operative societies and 482 primary Co-operative
societies and two public sector undertakings availed the assistance under the DMDA
scheme during the period of 2000-01 to 2006-07 in Kerala State.
ES – DMDA – COIR BOARD
The amount assistance was Rs. 200.24 lakhs in 2001-02, Rs. 64.66 lakhs in 2002-03,
Rs. 60.91 lakhs in 2003-04, Rs. 64.37 lakhs in 2004-05, Rs. 45.86 lakhs in 2005-06 and
Rs. 75.71 lakhs in 2006-07.
3.1.8 Major Varieties of coir products in Kerala
a) Coir Yarn and Ropes
Coir Yarn and Ropes of different varieties and specifications are produced by the
traditional ratts in rural areas of Kerala. Coir Yarns are manufactured in 2 ply and
3 ply. Coir Ropes are widely used in trucks while transporting the goods and farm
sector.
Coir Yarn Production in Kerala
b) Door Mats
Door-Mats of different varieties and sizes in attractive colour are made in
handlooms by skilled craftsmen of Kerala. Producers of Kerala are known for
manufacturing quality products with attractive designs.
c) Fibre Mats
Fibre Mats are durable which are available in natural colours and painted
designs. Designs are beveled for clarity. Special sizes are also made on orders.
Other than above Carnatic Mats, Creel and Rod Mats, Corridor Mats, Mesh Mats,
Matting Mats or Rubber Mats, Braid Carpets or Centre pieces, Coir Mattings,
ES – DMDA – COIR BOARD
Curled Coir, Rubberised Coir Products, Nursery Mattings, Tea Leaf Bags and
Coir Geo-Tex coir products are marketed by COIRFED
d) Coir Door Mats
There are brush and non-brush mats. Brush mats are known as Fibre mats,
Carnatic mats, Vycome creel mats and Beach creel mats. All these mats are
available in natural and Painted / Stenciled designs.
Door mat
e) Coir Mattings
The products are made on traditional handlooms or power looms, mainly used as
floor coverings, runners for furnishing stairs or corridors, wall paneling, ceiling
etc. Available in natural, bleached and solid colours and a multitude of
designs/patterns, made by weave and colour combinations with or without latex
backing.
Popular weaves are Panama, Herringbone, Boucle, etc, available in rolls having
width between 75 cm to 400 cm and lengths 30 Mts to 50 Mts. Also rugs in
various sizes are available.
f) Sisal Mattings
ES – DMDA – COIR BOARD
Sisal Mattings are woven in traditional handlooms using sisal yarn, available in
different weaves and colours in roll form or rug form, with latex backing. Coir and
Sisal mixed mattings also available.
g) Grass Mattings
Grass Mattings are woven in traditional handlooms in different weaves such as
Boucle, Panama, Twill/Diagonal, etc, very heavy mattings with a thick latex
backing. Ideal for wall to wall floor covering, which are available in rolls and rugs.
h) Jute Mattings
Jute Mattings are woven in traditional handlooms with fine quality Jute Twine and
Ideal for indoor applications of floor covering available in different weaves with
and without latex backing in roll and rug forms.
3.2 Tamilnadu
The total area of the coconut cultivation in Tamilnadu is 3, 57, 100 hectares and
Production is 3243.5 Millions and the productivity is 9083 nuts per hectare against all
India average productivity of 6632 nuts per hectare.
Tamilnadu is the second largest producer of Coir fibre in the country after Kerala. There
are about 1300 units in the State out of 10000 units in the country. In the brown coir fibre
sector, Tamilnadu occupies the first place as being the single largest producer of brown
fibre with a production of 1.33 lakhs MT per year and contributing 65% of total
production in India. Brown coir is used for manufacturing fibre, coir yarn, coir rope, coir
mattings, curled coir and rubberized coir mattresses, pillows etc. The brown fibre is
cheaper and less time consuming when compared to traditional fibre manufacturing
process.
3.2.1 Role of the Industries Department in Coir Industry Development in Tamilnadu
The development of coir industry is monitored by secretary, Industries department, Govt.
of Tamilnadu. The department also established separate wing for Coir under the control
of Joint Director.
ES – DMDA – COIR BOARD
Commissionerate of Industries released the matching grant of the State share under
MDA scheme to all societies based on their average sales turnover of the previous three
consecutive years. It is also monitoring the utilization of the funds and providing the
necessary support in proper utilization. Department is providing the marketing
assistance through the apex societies. It is also coordinating with Coir Board Regional
Office, Polachi in organizing the skill development programmes in various places of the
State. The Industries department has been taking initiatives for coir industry
development. An Integrated Coir Development Project has been launched with a cost of
Rs.461.94 lakhs for modernisation of the coir industry in 21 primary coir Co-operatives.
In the recent years all societies have been managed by Special Officers deputed from
the Industries department
Coir Industry is concentrated in Salem, Madurai, Thanjavur, Kanyakumari and Tirunaveli
districts of Tamilnadu.
In Tamilnadu, there are two apex societies, three Central Coir Co-operative societies
and 76 Primary Co-operative societies.
3.2.2 Tamilnadu State Coir Co-operative Marketing Federation Ltd (TANCOFED)
TANCOFED was established in 1984 as an apex society. It has been managed by
Managing Director, who was deputed from Industries department in the rank of Joint
Director. TANCOFED is located in Triplicane, Chennai. In this apex society 65 primary
Co-operative societies and three Central Co-operative societies are having membership.
Coir Yarn Production in Tamilnadu
ES – DMDA – COIR BOARD
3.2.3 Role of TANCOFED
TANCOFED is providing marketing support to the primary societies as well as Central
coir Co-operative societies. TANCOFED procures the finished products from the
societies and sell in various places across the country.
3.2.4 Major Varieties of coir products
a) Coir Yarn and Ropes
Coir Yarn and Ropes of different varieties and specifications are produced in the
traditional ratts in rural areas of Tamilnadu. Yarn and Ropes produced in
Tamilnadu are meeting the demands from various parts of India. Now with the
introduction of COIRRET and Automatic Spinning Machines quality of yarn is
being upgraded in Tamilnadu to meet the demands from the product and export
sectors. Coir Yarns are manufactured in 2 ply and 3 ply. Coir Ropes are used in
trucks while transporting the goods.
Ropes at Salem Central Coir Co-operative Society
b) Door Mats
Door Mats of different varieties and sizes in attractive colour are made in
handlooms by skilled craftsmen of Tamilnadu.
ES – DMDA – COIR BOARD
Door mats
c) Fibre Mats
Very durable and with a compact brush these mats are available in natural and in
a range of colour and pile heights. Designs are beveled for clarity. Special sizes
are also made on orders. Other than this Carnatic Mats, Creel and Rod Mats,
Corridor Mats, Mesh Mats, Matting Mats or Rubber Mats, Braid Carpets or
Centre pieces, Coir Mattings, Curled Coir, Rubberized Coir Products, Nursery
Mattings, Tea Leaf Bags and Coir Geo-Tex coir products are marketed by
TANCOFED.
Sales Woman with rubberized coir mat at Coir showroom, Maduria
The sales target and turn over of the TANCOFED from 2001-02 to 2006-07 is given
below:
Sales targets & turnover of TANCOFED
Year
2001-02
Sales Target
(Rs. In Lakhs)
100.00
Sales Turnover
(Rs. In Lakhs)
52.66
ES – DMDA – COIR BOARD
2002-03
2003-04
2004-05
2005-06
2006-07
68.00
65.00
65.00
100.00
95.00
65.53
74.40
95.97
84.17
88.25
The corporation did not achieve the targets during the last two years.
3.2.5 Central Coir Co-operative Societies
Three Central Co-operative societies were established in different places at Salem,
Nagarkoil and Tanjavur of Tamilnadu. These societies are having own production
centers and also purchasing the finished products from primary Co-operative societies
based on the requirement. The Major production of the Salem Central Coir Co-operative
Society is rope. This society is supplying the rope to various States of the country.
The Kanyakumari Central Coir Co-operative Society is producing mats and mattings.
The Tanjavur Central Coir Co-operative Society is manufacturing rubberized mats. The
assistance under MDA scheme of the Central Coir Co-operative Societies from 2001-02
to 2006-07 is given below.
DMDA consistence to Central cooperative societies in Tamilnadu
Name of the
Society
The Salem CCCS
The
2001-02
5.15
(Rs in lakhs)
Assistance under MDA scheme
2002-03 2003-04 2004-05 2005-06 2006-07
5.82
4.97
3.00
4.55
5.29
Kanyakumari
9.87
8.77
6.65
3.09
5.86
6.10
The Tanjavur CCCS
0.67
0.30
0.33
0.54
0.58
0.73
Total
15.69
14.89
11.95
6.63
10.99
12.12
CCCS
3.2.6 Primary Co-operative Societies
In Tamilnadu 76 Primary Co-operative Societies are registered with Commissionerate of
Industries, Tamilnadu. In these societies, 10, 727 members are having membership and
invested Rs. 46.00 lakhs as their contribution. The total investment in the societies is
Rs.77.26 lakhs.
ES – DMDA – COIR BOARD
Out of 76 primary Co-operative societies, 66 coir Societies are functioning in the State
with 10, 652 members. 5000 workers are being provided with employment in the rural
areas. Majority of the workers are women.
Coir Board and the Tamilnadu Government provided a
coir rebate of 10% each to the
coir Co-operatives to dispose of the stocks of coir and coir products till 1999-2000.
From 2000-2001 onwards the 'MDA' (Market Development Assistance) Scheme was
implemented by the Govt. of India for providing an assistance of 10% to be shared
equally by the Govt. of India and the State Govt. on the average sales turnover of the
preceding three years of beneficiary society in the State.
3.2.7 MDA Scheme in Tamilnadu
In Tamilnadu Two apex societies, three Central coir Co-operative societies and 55
primary Co-operative societies (out of 76 Co-operative societies) availed the assistance
under the DMDA scheme in 2001-02, 54 in 2002-03, 55 in 2003-04, 55 in 2004-05, 57 in
2005-06 and 57 societies in 2006-07.
The amount of Rs. 74.78 lakhs in 2001-02, Rs. 64.66 lakhs in 2002-03, Rs. 60.91 lakhs
in 2003-04, Rs. 64.37 lakhs in 2004-05, Rs. 45.86 lakhs in 2005-06 and Rs. 75.71 lakhs
in 2006-07 has been disbursed under the scheme.
3.3 Karnataka
Karnataka is one of the major brown fiber producing States after Tamilnadu. The total
coconut cultivation area is 3.99 lakh hectares. The annual production is 140500 lakhs
nuts during 2005-06.
The total fiber production in the State is 34775 MTs. The
production of the brown fiber is 34100 MTs and remaining is white fiber.
There are 738 coir units registered in the State. Among them 65 as Co-operative
societies, 603 as private sector units and another 70 units are owned by State
government.
Karnataka Coir Industry is providing the employment to 21, 650 including 13, 000 fulltime
workers, 2550 in Co-operative sector and 6100 working part time.
3.3.1 Role of the Industries Department in Coir Industry Development in Karnataka
ES – DMDA – COIR BOARD
The Secretary, Department of Industries, Govt. of Karnataka is overseeing and
supporting development of coir industry in the State. Commissionerate of Industries,
Karnataka established separate wing under the control of Joint Director.
The beneficiary organisations received the grant from Commissionerate of industries
under DMDA Scheme provided by Coir Board and State government on submission of
claim. The Commissionerate had been monitoring utilization of grant.
The Commissionerate is also coordinating with Coir Board Regional Office, Bangalore in
organizing the skill development training programmes in various places of the State. The
Industries department is encouraging coir industry development. Coir Industry in
Karnataka is concentrated in Uduppi, Chitradurg etc. In Karnataka State there is one
apex society and 65 Primary Co-operative societies
3.3.2 Karnataka State Coir Development Corporation (KSCDC)
Karnataka State Coir Development Corporation Limited was established in the year
1985 with the main objective of developing Coir based industries and also to act as
catalytic agent in developing Coir sector in private sector. Presently, the Corporation
is having Eight Defibring units, three Curled coir units in rural areas.
Also, the
Corporation is having 75 production centers for the production of yarn, rope, curled
coir, coir matting and foot mats in rural areas providing employment opportunities for
about 1,500 beneficiaries. They have six sales outlets besides mobile vans to sell the
products in the domestic market and also we are catering to the needs of the States
like Delhi, Gujarat, etc.
The Corporation's main Functions are
•
Promotion of Self Help Groups for Husk collection
•
To develop skills among unemployed for self-employment
•
To optimize the use of the existing raw material and better utilization of men
and machinery
•
To establish infrastructure facilities for promoting of coir sector
ES – DMDA – COIR BOARD
•
To provide welfare facilities and empowerment of rural women both socially
and economically through special schemes
•
To set up training-cum-production centers, common facility centers for the
benefit of artisans and SSI units.
•
To provide backward & forward linkages to entrepreneurs engaged in coir
activities
•
To establish market at potential places for selling coir products
•
To organize workshops and awareness program's for coconut growers,
entrepreneurs about scope of coir and coir products both in domestic and
international market
•
To promote Geo Textile which is most essential for soil conservation in sloppy
areas, canal embankments and road construction
•
To exploit the opportunities available for coir pith mainly in export market
which can be converted as Briquette for transportation and main application in
off shore drilling etc.,
•
To create awareness among the farmers for enhancing the productivity by
using pith as manure for agricultural and horticultural purpose. The organic
manure which is rich in micro nutrients and serves as growing media for high
tech plant values
•
To organize workshop and awareness program for farmers for preservation of
husk for better value added products
•
To promote Zero waste concept in coir
•
To liaise between R&D Institutions, Coir Board & various sectoral organization
for Technology Up gradation & Modernization to ensure better quality products
The Karnataka State Coir Development Corporation is having 11 sales show rooms at
various places in the State. The details are given below
1. Kasturba Road, Bangalore
ES – DMDA – COIR BOARD
2. Malleswaram, Bangalore
3. Mysore
4. Davanagere
5. Belgaum
6. Hubli
7. Shimoga
8. Chickmagalur
9. Sasthana
10. Gowribidanur
11. Tiptur
3.3.3 Karnataka State Coir Co-operative Federation (COIRFED - Karnataka)
The Karnataka State Coir Co-operative Federation was set up in the year 1961 with the
main objective of developing Coir industry through the Co-operative movement in the
State of Karnataka. The KSCCF is
assisting
primary
Coir
Co-operative
Societies and provides them with training
and
supply
of
raw
materials.
The
marketing of coir products and technical
guidance in the field was also provided by
COIRFED Karnataka. The currently has
32 production centers in which coir fibre,
curled coir, yarns, mats, mattings, fibre
mats, etc, are manufactured.
Decorative Mat
It is providing marketing facilities for the primary societies as well as for Central coir Cooperative societies. It purchases the finished products from the societies and sell in
various places in India. The Federation has 18 sales emporiums and 2 mobile sales
vans. The details are given below:
1. Sheshadripuram, Bangalore
2. Jayanagar shopping complex, Bangalore
3. Chamarajpet, Bangalore
4. Mysore
5. Swimming pool complex, Hubli
ES – DMDA – COIR BOARD
6. Koppikar Road, Hubli
7. Rajajinagar, Bangalore
8. Hassan
9. Chickmagalore
10. Madikeri
11. Shimoga
12. Sirsi
13. Mandya
14. Arsikere
15. Uduppi
16. Davanagere
17. Mangalore
18. Karwara
Two mobile vans are used in Bangalore for marketing the coir products.
3.3.4 Primary Co-operative Societies
In Karnataka 65 Primary Co-operative Societies were registered as per records of
Commissionerate of Industries, Karnataka.
The Karnataka State Coir Co-operative Federation is an apex organisation, which has
been extending marketing facility to the member Societies.
From 2000-2001 onwards the 'DMDA' was implemented in the State. The Central and
State governments equally contributed their share as per norms of the scheme.
3.3.5 MDA Scheme in Karnataka
One apex society (COIRFED – Karnataka and KSCDC) and 17 primary Co-operative
societies (out of 65 Co-operative societies) availed the assistance under the DMDA
scheme in Karnataka State.
The amount of Rs. 27.00 lakhs in 2001-02, Rs. 26.25 lakhs in 2002-03, Rs. 34.00 lakhs
in 2003-04, Rs. 37.85 lakhs in 2004-05, Rs. 68.56 lakhs in 2005-06 and Rs.23.05 lakhs
in 2006-07 has been disbursed under the scheme. In 2006-07 only 7 primary Co-
ES – DMDA – COIR BOARD
operative societies availed the assistance under MDA scheme, remaining societies are
either closed or not functioning.
3.3.6 Major Varieties
a) Coir Yarn and Ropes
Coir Yarn and Ropes of different varieties and specifications are produced in the
traditional ratts in rural areas of Karnataka. Coir Yarns are manufactured in 2 ply
and 3 ply. Coir ropes are used in trucks while transporting the goods.
b) Mats
Door Mats, Fiber Mats, Carnatic Mats, Creel and Rod Mats, Corridor Mats, Mesh
Mats, Braid Carpets or Centre pieces, Coir Mating, Curled Coir, Rubberised Coir
Products, and Geo-Tex coir products of different varieties and sizes in attractive
colour are made in handlooms by skilled craftsmen of Karnataka.
3.4 Orissa
The coconut cultivation area in Orissa is about0.51 lakh hectares. The production of the
coconut is 27, of the order or 460 lakhs nuts per annum. There are 558 functioning units
in the State. Out of 558 units 118 registered as Co-operative societies. At present 56
societies are working effectively.
3.4.1 Orissa Co-operative Coir Corporation Ltd (OCCC)
Orissa Co-operative Coir Corporation Ltd (OCCC) was established in 1980-81 as
State leading agencies. The main objective of OCCC is to provide marketing
assistance to the finished products of member primary Co-operative societies
through its sales outlets and participation in different exhibitions for providing
livelihood to rural artisans. Besides the above, it played an important role of
procurement & supply of quality raw materials, improved tools and equipments to
its member societies at reasonable price.
The OCCC set up two composite coir processing units at Birapratappur of Puri
district and Paradeep of Jagatsingpur district for production of coir fibre, curled
coir and desiccated coconut powder with the financial assistance of National Cooperative Development Corporation (NCDC). At present these units are closed
due to the effect of super cyclone.
ES – DMDA – COIR BOARD
OCCC started a rubberized coir plant at Chandaka Industrial estate,
Bhubaneswar with the financial assistance of NCDC & Coir Board for production
of value added products i.e. rubberized coir mattress, pillows, cushions and other
upholstery materials.
In order to strengthen the marketing of coir products, the State govt. also issued
necessary instructions for exclusive purchase of coir products by the govt.
departments, public sector undertakings and local bodies from OCCC Ltd as a
mandatory.
3.4.2 Primary Co-operative Societies
In Orissa 118 Primary Co-operative Societies are registered. At present only 56
coir Co-operative societies are working. Theses societies are producing the yarn,
rope, mats and mattress and marketing products locally. Majority of the products
of the societies are purchased by OCCC. The following table provides the details
of the working societies in different districts.
District wise Co-operative Society in Orissa
Name of the District
Puri
Khurda
Nayagarh
Ganjam
Keonjhar
Cuttack
Jagatsinghpur
Kendrapara
Jajpur
Bhadrak
Balasore
Sundargarh
Total
No. of Co-op. Societies
(Functioning)
12
5
2
3
2
3
7
6
4
4
7
1
56
3.4.3 DMDA Scheme in Orissa
One apex society and 10 primary Co-operative societies (out of 56 Co-operative
societies) availed the assistance under the DMDA scheme from 2003-04 onwards in
Orissa State.
ES – DMDA – COIR BOARD
The amount of Rs. 3.25 lakhs in 2003-04, Rs. 2.95 lakhs in 2004-05, and Rs.3.20 lakhs
in 2005-06 was disbursed under the scheme.
ES – DMDA – COIR BOARD
CHAPTER – 4
ANALYSIS OF STUDY ON IMPACT OF THE DMDA SCHEMES
IMPLEMENTED BY COIR BOARD
4.1
Introduction:
The industry has been surviving during the last five decades in view of growing market
prospects with in the country and policy initiatives of Government of India implemented
by Coir Board for the development of coir sector.
One of the development initiatives of Ministry of Micro, Small and Medium enterprises
earlier known as ARI, Government of India is ‘Domestic Market Development
Assistance’ Scheme. The scheme was implemented by Coir Board.
MSME, (earlier ARI) Government of India initially introduced rebate scheme for the
benefit of Co-operative societies and Public Sector Undertakings and it was
implemented during the last part of the 20th century. In the 10th plan period there was
more emphasis for effective implementation of DMDA Scheme for promotion of
marketing of coir products through various interventions (i.e. 7 components).
The study was carried to evaluate existing system of implementation and impact of the
efforts made by the Coir Board and State agencies for improving performance of
beneficiary
primary
Co-operative
societies,
apex
societies
and
Public
sector
Undertakings for the development of domestic market for coir products in India.
As Stated earlier DMDA assistance was provided by Coir Board as per laid down criteria
in the States of Kerala, Tamil Nadu, Karnatka and Orissa. Coir Board and Hindustan
Coir Corporation are the other major beneficiaries of the scheme in addition to apex,
Central and primary Co-operative societies in the above States.
4.2
Classification of respondents
The respondents, among primary and Central CCS for conducting evaluation study were
drawn at random and representative sampling method covering all concentrated areas of
coir industry in four implemented States of DMDA scheme implemented by Coir Board.
ES – DMDA – COIR BOARD
Table – 4.1: Classification of Sample respondents
MDA
Total
availed
Sample
State
Societies Societies
%
Size
%
Kerala
804
482
59.95
90
18.67
Tamilnadu
76
55
72.37
15
27.27
Karntaka
65
17
26.15
7
41.18
Orissa
118
10
8.47
9
90.00
Total
1063
564
53.06
121
21.45
In accordance with terms of reference of the evaluation study, the study team visited 121
societies in four States covering more than 21% of MDA availed societies on an average
as representative sample respondents. The list of respondents is given in Annexure – V.
The analysis from the above revealed that 53% of the total Co-operative societies on an
average availed DMDA Scheme, other than apex societies.
DMDA assisted societies (564) are only 53% among total 1063 societies in four States. It
consists of 59.95% in Kerala, 72.37% in Tamil Nadu, 26.15% in Karnataka and 8.47% in
Orissa.
In Kerala State 482 societies (Yarn, Mat, SSI and Central Coir Co-operative societies)
availed DMDA scheme out of 804 registered societies. The study team interacted with
90 Co-operative societies comprising of Central, primary yarn Mat and matting societies.
The coverage of sample is about 19% of the DMDA assisted societies.
It is also observed that utilization of scheme by Co-operative societies in Orissa and
Karnataka is low.
In Tamil Nadu 15 societies (27% of the DMDA assisted societies) were covered in the
study.
The societies mainly concentrated in Coimbattore, Salem, Kanyakumari,
Tanjavur districts. The societies are engaged in manufacture of products of yarn, rope,
mats and rubberized mat products.
In Karnataka 7 societies (45% of DMDA assisted societies) were covered in the study.
The societies are concentrated in the Uduppi, Chitradurg, Karwar districts.
ES – DMDA – COIR BOARD
The products manufactured by the societies include yarn, rope, Mats and mattings
In Orissa 9 societies out of 10 societies availed (90%) were covered in the study. The
societies concentrated in the Puri, Cuttack and Jagalpursingh districts
4.3
Coir Co-operatives in India
With a view to strengthen the coir industry on a sound basis and protect lakhs of rural
people employed in the sector, a scheme for the development of coir industry on Cooperative basis was launched in 1950. The objective of the scheme was to solve the
problems of small and tiny produces for ensuring the regular work to minimum wage for
their livelihood and check exploitation of middle men.
The objective of the scheme was mainly to strengthen the primary coir yarn, mats and
other products societies, husk societies for collection of raw materials, Central coir
marketing societies to market coir products produced by the member societies.
Apex societies are mainly promoted by the State Governments for providing necessary
marketing support to coir primary societies in the State. Accordingly Co-operatives
societies in coir sector were formed in different States of the country.
Government of India introduced several schemes in last five decades for strengthening
the professional management in Co-operative sector. Some of the schemes includes:
1. Share Capital assistance for revitalization of existing societies and formation of
new societies.
2. Managerial subsidy
3. Modernization and renovation of equipment.
The above schemes were implemented mainly in States of Kerala, Tamil Nadu,
Karnataka, West Bengal and Orissa.
In view of significant efforts of the Coir Board and State Governments, the Co-operative
sector could sustain the competition in the market with limited coverage.
It is understood that the good number of Co-operative societies were affected due to non
adaptation of modern technologies, competition from synthetic products, ineffective
working of the societies without professional management systems. In each society
ES – DMDA – COIR BOARD
there are good numbers of enrolled members, but most of the society’s members are not
attending the regular work. For example, in Kerala most of the primary co-operative
societies have more than 500 workers. However actual working
strength is ranging
form 200 to 300 and remaining workers are not contributing anything. The societies have
good membership but not able to provide sufficient work to all members continuously.
The main reason being the societies did not get sufficient work. The other reason is that
the societies are facing working capital problems. It is also observed that the societies
are selling the coir yarn in the open market only in peak season. However, COIRFED
unable to buy the stock in non-peak season.
As per the records 482 societies in Kerala, 65 societies in Tamilnadu, 18 societies in
Karnataka, 56 societies in Orissa are functioning effectively.
4.4 Status of the respondent Societies
During the evaluation study the study team visited primary Co-operative societies for
evaluating the impact of DMDA Scheme. Among the respondent societies about 75% of
the societies belong to Kerala, followed by Tamil Nadu, Orissa and Karnataka. The
details of the status are given below:
Table No – 4.2 : Status of the respondent Societies
Name of the
State
Kerala
Functioning
89
%
98.89
Not functioning
1
%
1.11
Tamil Nadu
15
100.00
0
0.00
15
100.00
Karnataka
6
85.71
1
14.29
7
100.00
Orissa
7
77.78
2
22.22
9
100.00
117
96.69
4
3.31
121
100.00
Total
Total
%
90
100.00
It is concluded from the above table that about 96.69% of the visited societies are
functioning and 3.3% are not functioning among the surveyed societies.
Kerala State has 482 societies availing DMDA Scheme. Out of them 90 societies were
covered which indicates that concentration of coir industry is comparatively very high.
There are only 4 non-functioning societies among sample societies covered in the study.
Among them two in Orissa and one in Kerala and another one in Karnataka.
ES – DMDA – COIR BOARD
4.5
Average Sales turnover of the respondent societies
The average sales turnover of societies covered in the study has been analysed for each
State based on the primary data collected for the six years from respondent societies.
The details of the average sales turnover of the surveyed societies in States is given as
follows:
Table – 4.3: Average Sales turnover of the respondent societies
(Rs. In lakhs)
Name of
the State
No. of
Societies
2001-
2002-
2003-
2004-
2005-
2006-
02
03
04
05
06
07
Average
Kerala
90
14.48
16.32
22.89
46.42
29.92
29.71
26.623
Tamil Nadu
15
29.98
29.07
34.79
34.63
32.79
32.96
32.37
Karnataka
6
5.11
3.8
5.64
6.92
8.12
7
6.0983
Orissa
7
1.21
0.86
1.51
2.85
3.99
4.09
2.4183
It is analyzed from the above table that the average sales turnover is more in Kerala in
2004-05 which is about Rs.46.40 lakhs and it gradually decreased to Rs.30.00 lakhs. It
may be noted that the sales turnover of the Central marketing societies and mat
societies is higher then primary Co-operative societies and these societies appears to be
working well as noticed during the field survey. The coir products marketed in Kerala
includes mats, ropes and yarn. There are more than 400 yarn societies availing DMDA
assistance and about 300 societies are working reasonably well. The competition from
brown fibre yarn from the Tamil Nadu is also affecting the market of yarn in view of the
cost. In the case of mat societies which are numbering about 56 are reasonably working
well and located around Allepply. The surveyed 90 societies include 62 primary yarn
Co-operative societies, 27 primary mat & mating societies and one Central Co-operative
Society. The study team visited Kollam, Alleppey, Kannur, Trichi, Trivendrum and
Ernakulam districts.
ES – DMDA – COIR BOARD
The average sales turnover of surveyed societies is ranging from Rs.29.00 lakhs to
Rs.35 lakhs in Tamilnadu.
The surveyed 15 societies are engaged mainly in
manufacturing of ropes in large quantity and followed by yarn and mattings. The average
turnover is more because the sales turnover of Salem Central Coir Society is more than
Rs.200 lakhs. The Salem Central coir Co-operative Society is marketing ropes in the
entire India mainly, Andhra Pradesh, Haryana, Gujarath, West Bengal and Rajastan.
The average sales turnover of the surveyed societies is ranging from Rs. 3.8 lakhs to
Rs.8.12 lakhs in Karnataka which is considered to be not encouraging. These societies
are producting ropes, yarn, curl coir, mat & matting.
In the case of Orissa the performance of surveyed societies is poor and the average
sales turnover is ranging to Rs.0.80 lakhs to Rs4.10 lakhs.
The overall evaluation of the surveyed societies in all the above States revealed that the
average performance of the societies from Kerala and Tamil Nadu is reasonably high
compared to Societies in Orissa nad Karnataka. However, the sales of the societies
have to be much higher for effective functioning and gainful employment to all the
members of the societies.
4.6
Adequacy of the assistance under DMDA:
In any impact study or evaluation, the beneficiaries’ opinion about the adequacy of the
assistance is one of the significant factors for assessing the impact. On an average
above 75% of the surveyed societies expressed that the assistance is not adequate.
Table – 4.4: Adequacy of the assistance under DMDA
Name of
No .of
No .of
Not
the State
Societies
Adequate
%
Societies Adequate
Kerala
Tamil
Nadu
Karnataka
Orissa
Total
90
21
23.33
69
76.67
15
7
9
121
0
6
3
30
0.00
85.71
33.33
24.79
15
1
6
91
100.00
14.29
66.67
75.21
In Kerala about 23% of the people felt that the assistance is adequate to meet their
requirements. About 77% of Kerala respondents expressed that it is not sufficient. The
coir directorate of Kerala indicated that the usefulness of rebate scheme was good and
ES – DMDA – COIR BOARD
stoppage of MEP and rebate scheme by Government of India have also considerably
affected the Co-operative sector in the State. The impracticable conditions and
limitations stipulated by Government of India effected the primary Co-operative societies.
However, they felt that the scheme can be made effective and more useful by making
few modifications. In Tamilnadu all the surveyed societies informed that the assistance
under MDA scheme is not adequate.
In Karnataka about 86% of respondents felt the assistance is not adequate.
The
adequacy of assistance is not felt by 67% of the respondents in Orissa.
4.7
Status of membership in societies
The coir Co-operative societies are normally formed with the members engaged in coir
industry. The membership is ranging from minimum 50 to 800 depending on the location
and composition of work force.
The State wise membership details on an average are given below.
Table – 4.5: Status of membership in societies
No.
of
Societies
90
Below
100
5
15
Karnataka
Orissa
Name of
the State
Kerala
%
5.56
100200
15
%
16.67
201300
12
4
26.67
3
20.00
7
0
0.00
3
9
6
66.67
121
15
12.40
%
10.00
abo
ve
400
43
%
47.78
13.33
1
6.67
0.00
1
14.29
0
0.00
0
0.00
11
9.09
45
37.19
%
13.33
301400
9
5
33.33
2
42.86
3
42.86
3
33.33
0
0.00
24
19.83
20
16.53
Tamil
Nadu
Total
On an average 45 societies have more than 400 members followed by 24 societies in
the range of 101 – 200, 20 societies in the range 301 – 400 and only 15 societies are
below 100 members.
It is observed that almost 48% of the societies in Kerala are having more than 400
members followed one each society in Tamil Nadu and Karnataka.
About 85 societies in Kerala are having more than 100 members. It signifies major work
force is deployed in coir sector in Kerala State, when compared to other States.
ES – DMDA – COIR BOARD
4.8
Market for coir products
The main objective of the DMDA scheme is to promote market for coir products in the
domestic market. The analysis of domestic market for coir products is analyzed in the
following table per the surveyed societies.
Table – 4.6: Market for coir products
Name of
the State
Kerala
No. of
Societ
ies
90
Locally
90
%
100.00
Within
State
56
%
62.22
Other
State
5
%
5.56
If any
other
10
%
11.11
Tamil Nadu
15
15
100.00
9
60.00
2
13.33
5
33.33
Karnataka
7
7
100.00
3
42.86
1
14.29
0.00
Orissa
9
3
33.33
7
77.78
1
11.11
0.00
121
115
95.04
75
61.98
9
7.44
Total
15
12.40
On an average 95% of the societies are able to market the products in the local market
in addition to market with in the State, other States etc. The local sales also includes:
sales to Apex society and Central Co-operative marketing societies.
In the case of Tamilnadu also 60% of the societies are marketing the products with in the
State. About 13% of the societies are marketing in other States and 34% of the
societies. In case of Orissa more than 75% of societies are having the market out of the
State. In Karnataka State beneficiary societies are mainly catering to the requirement of
local and with in the State.
4.9
Special efforts required for market development
The general opinion of all the societies is to strengthen the market development scheme
with special efforts in order to sustain the present competitive market environment. The
details of opinion on special efforts for market development are analysed below.
Table-4.7: Special efforts required for market development
Name of
the State
Kerala
No. of
Societies
90
Required
88
%
97.78
Not
Required
2
%
2.22
Tamil Nadu
15
15
100.00
0
0.00
Karnataka
7
7
100.00
0
0.00
Orissa
9
5
55.56
4
44.44
121
115
95.04
6
4.96
Total
ES – DMDA – COIR BOARD
It is found from the above table 95% of the respondents indicated special efforts are
required for market development of coir products. By and large respondents in every
State expressed the need for special efforts for market development. Though Coir Board
initiative for coir development is appreciated over the last few decades, it is now
desirable to promote aggressive sales promotion strategies with specific actionable
plans for improving the sales of the industry in general and coir societies in particular.
4.10
Usefulness of the scheme
The general observations about the usefulness of scheme are good, however it needs
improvement. The analysis of usefulness of scheme indicated by respondents is given
below.
Table- 4.8: Usefulness of the scheme
Name of
the State
Kerala
No. of
Societies Useful
90
80
Not
%
Useful
%
88.89
10 11.11
Tamil
Nadu
15
15 100.00
0
0.00
Karnataka
7
7 100.00
0
0.00
Orissa
9
8
88.89
1 11.11
121
110
90.91
Total
11
9.09
About 91% of the responded societies on an average expressed that the scheme is
useful. All societies in Tamilnadu and Karnataka felt that the scheme is useful
Only 9% of the respondents felt that the scheme is not useful at all as the availability of
the funds under the scheme is very low which is not meeting their actual requirements.
On the whole every body suggested that scheme to be continued with modifications.
Keeping in view the present competitive environment Scheme has to be introduced with
higher percentage of assistance with special focus on market improvement efforts.
4.11 Impact of the DMDA Scheme
The impact of the DMDA scheme was assessed based on the opinion expressed by the
beneficiaries during the evaluation study. This was analyzed with respect to increase in
ES – DMDA – COIR BOARD
sales, improved customer’s acceptance, expansion of the markets association, up
gradation, innovative marketing strategy and publicity. The details of the analysis as
follows
Table – 4.9: Analysis of response on Impact of the DMDA Scheme
Name
No. of
Increa
of the
Societi
se in
%
Impro
ved
%
Expan
sion
%
Help
ed
%
Helped
for
for
State
es
sales
Custo
of
for
Innovat
more
mer
marke
UG
ive
publicit
accep
t
Marketi
y
tance
%
Helped
%
ng
Kerala
80
63
78.75
0
0.00
12
15.00
8
10.00
10
12.50
34
42.50
Tamil
15
15
100.0
0
0.00
2
13.33
3
20.00
0
0.00
1
6.67
7
6
85.71
0
0.00
4
57.14
1
14.29
0
0.00
1
14.29
Orissa
8
7
87.50
1
12.50
Total
110
91
82.73
1
0.91
Nadu
Karnataka
0.00
18
16.36
0.00
12
10.91
0.00
10
9.09
0.00
36
32.73
The Impact was analyzed among the surveyed societies, who expressed satisfaction
about the usefulness of the scheme. On an average about 83% of societies felt that the
scheme enabled them to increase their sales mainly due to 10% discount on the sales
offered under the scheme. About 16% of the societies indicated that scheme was useful
for expanding the market. About 11% of the beneficiaries informed that the assistance
was used for the up-gradation of the societies. It also helped partially for publicity and
innovative market. In Kerala the assistance helped to get more publicity for their
products in view of the assistance provided and about 80% of the societies indicated that
their sales were increased. The scheme also provided platform to some extent for
expansion of market and innovative marketing strategies etc. In Tamilnadu, Karnataka
and Orissa scheme helped to increase the sales. It is also found that scheme could not
facilitate for improving the customer’s acceptance, which needs to be addressed. The
beneficiaries societies also informed that the marketing of coir products from Cooperative sector for wider out reach and particularly in urban sector across the country is
very limited in view of their logistic constraints. The Apex societies and Coir Board can
play vital role to expand the market base in different market segments with aggressive
marketing strategies on the lines of strategies adopted by multinational companies
involved in fast moving consumer goods. The initiatives under the DMDA scheme should
be able to address this issue.
ES – DMDA – COIR BOARD
4.12
Analysis of Daily Wages
The main objective of the Co-operative societies is to provide livelihood to the traditional
coir artisans. The Central and State governments also extended necessary assistance to
strengthen the Co-operative movement. According to secondary sources, on an average
35% of the society members are only getting the work from the coir societies. These
societies are providing the employment seasonally. The details of the analysis of daily
wages among the surveyed States are given below.
Table-4.10 : State wise analysis on daily wages paid to Coir workers
State
No. of
Societies
Male
% Female %
Max Min
Max
Min
Kerala
90
100
141
61
85
Tamil Nadu
15
78
105
72
94
Karnataka
7
50
76
47
59
Orissa
9
0
0
36
66
76
107
54.05
76
Total
Average
121
On an average wages paid to male workers is ranging from Rs. 76 to Rs. 107 and
wages paid to female workers is ranging from Rs. 54 to Rs. 76 per day. However, the
wages paid in Kerala are ranging from Rs 100 to Rs. 140 for male and Rs. 61 to Rs. 85
for female workers followed by Tamilnadu, Karnataka and Orissa. In Orissa only women
are working in Coir Co-operative societies and their daily wages are ranging from Rs. 36
to Rs. 66 per day.
4.13
Employment to members of societies
An attempt was made to analyze the average number of days employment provided by
coir societies in all the surveyed States. The details are as follows.
ES – DMDA – COIR BOARD
Table-4.11: Employable days by societies
State
Male
Min
Female
Max
Min
Max
Kerala
126
163
167
205
Tamil Nadu
232
239
232
239
Karnataka
210
268
221
277
0
0
200
263
189
223
205
246
Orissa
Average
It is found from the above table each male worker is getting employment for a minimum
of 89 days and maximum of 223 days in a year, where as female worker is getting
minimum of 205 days and maximum of 245 days employment per year on an average.
The situation appears slightly different in Kerala. The male workers are getting
employment from 125 to 163 days per annum. In the case of female workers the
minimum employable days are 167 and goes upto 205 days in a year. In Tamilnadu
there is no difference in the employable days among men and women, which is ranging
from 232 to 239 days per year. In Orissa only women are employed in the work and the
numbers of employable days are ranging from 200 to 263 days per annum at low wage
rate. On the whole majority of the workers are women only. Most of the women workers
are illiterates and semi skilled, mainly engaged in semi mechanized sector are getting
low wages.
The general observation is only 35% members of the societies on an average are
getting employment.
4.14
Timely payment of grant
The time taken for payment of DMDA assistance as per the terms of reference is
normally six months on an average from the date of application to the date of disbursed.
The State governments disbursed their share to beneficiaries’ initiatives and balance
matching grant from Coir Board were released after receiving the funds. It was taking
normally another 3-4 months. During the field survey it was observed that the beneficiary
societies are accepting the six months time as normal procedural time, which needs to
be addressed and reduced.
ES – DMDA – COIR BOARD
Table-4.12: Analysis of timely payment of grant
No. of
societies
90
Yes
70
%
77.78
No
20
%
22.22
Tamil Nadu
15
15
100.00
0
0.00
Karnataka
7
7
100.00
0
0.00
Orissa
9
5
55.56
4
44.44
121
97
80.17
24
19.83
State
Kerala
Total
Out of 121 beneficiary societies, 80% of the societies expressed their satisfaction for the
time taken by the State governments to release the grants and balance 20% of the
societies felt that there was abnormal delay due various reasons including gaps in
procedural formatting. It may be noted that though the beneficiary societies are satisfied
with procedural delay time of six months it has to be reduced to three months from the
date of application to disbursement of the grant for effective functioning of the societies.
It is also indicated that State governments are also not paying grants fully in some
places.
4.15
Participation in exhibitions by Societies
The Co-operative societies also participated in exhibitions, which were held in different
places with the assistance of Coir Board and other State level promoting agencies. The
details of participation in exhibitions by surveyed societies are given below.
Table-4.13: State wise participation in exhibitions
State
Kerala
No. of
No. of not
No. of
Participated
participated
Societies
Societies
%
societies
%
90
19
21.11
71
78.89
Tamil
Nadu
15
4
26.67
11
73.33
Karnataka
7
4
57.14
3
42.86
Orissa
9
8
88.89
1
11.11
Total
121
35
28.93
86
71.07
As observed from the above, only 29% (35 societies) of the total surveyed societies
participated in exhibitions and 71% of the societies did not participate in exhibitions.
ES – DMDA – COIR BOARD
Out of 35 societies, 19 societies from Kerala, 8 in Orissa and 4 each in Tamilnadu and
Karnataka participated in exhibitions. It is observed that majority of the societies availed
assistance in Karnataka and Orissa under DMDA participated in exhibitions. However
the number of societies availing DMDA assistance it self is low. It is also noted that
Central Co-operative marketing societies actively participated in exhibitions when
compared to primary co-operative societies. In the case of Tamilnadu and Kerala Central
coir marketing societies are very active and helping primary Co-operative societies.
4.16 Impact of participation in exhibitions
Coir Board and other State agencies have been encouraging societies to participate in
exhibitions to improve the customer acceptance and increase the sales of the products.
The details are given below.
Table- 4.14: Impact of participation in Exhibitions
No. of Societies
participated
Below
5% of
sales
%
510%
of
sale
s
Kerala
19
12
63.16
7
Tamil Nadu
4
4
100
Karnataka
4
Orissa
8
Total
35
State
%
1520%
of
sale
s
%
20%
and
above
of
sales
%
0
0.00
0
0
0
0.00
0
0.00
0
0
0
0.00
0.00
2
50
0
0.00
2
25
3
0
0
0.00
4
11.43
3
8.57
1015%
of
sales
36.84
0
0.00
0.00
2
50.00
1
12.50
2
25.00
17
48.57
11
31.43
0.00
37.5
Out of 35 societies participated in exhibitions 48% of the societies are getting below 5%
of their annual sales through exhibitions. Only 3 societies were getting more than 20% of
their annual sales through exhibitions and 4 societies were getting 15% – 20% of their
annual sales through exhibitions.
In Orissa 5 out of 8 societies are getting 20% and 2 societies were getting above 10% of
their annual sales through exhibitions only. It indicates that the societies are depending
on exhibitions mainly.
4.17
Evaluation of State level Apex Societies and the Showrooms
The study team interacted and canvassed the study instruments at various level State
Government Officials and State agencies under the DMDA scheme in four States of
ES – DMDA – COIR BOARD
Kerala, Karnataka, Tamilnadu and Orissa.
The study team collected the data and
information from the following State level apex societies and corporations:
1. Kerala State Co-Operative Coir Marketing Federation Ltd (COIR FED)
2. Kerala State Coir Corporation Ltd(KSCC)
3. Karnataka State coir Co-operative Federation Ltd (COIRFED - Karnataka)
4. Karnataka State Coir Development Corporation Limited (KAR COIR)
5. Tamil Nadu State Coir Co-operative Marketing Federation Ltd(TANCOFED)
6. Orissa Corporative Coir Corporation Ltd( OCCC)
The State level apex societies are marketing the products mainly though their sales
outlets.
The details of sales of various State agencies as follows:
Table: 4.15
S.
No
1
Apex Societies
COIRFED
No. of
Showrooms
Sales Turnover of State apex agencies
sales turnover year wise Rs. in lakhs
2001-02
2002-03
111
2122.94
2125.63
2003-04
2004-05
2005-06
2006-07
1782.8
1442.93
1103.89
1071.4
KERALA
2
KCCC
18
0
438.61
246.2
367.5
341.26
293.51
3
TANCOFED
5
52.66
65.53
74.4
95.97
84.17
88.25
4
KSCC
6
390.54
269.86
171.82
190.16
214.42
314.46
5
COIRFED
17
405.2
185.42
214.85
235.77
243.33
238.91
3
16.88
43.42
4.11
12.10
3.05
6.76
KARNATAKA
6
OCCC
Source: Field Survey of APITCO
Table: 4.16 DMDA Assistance for State Agencies
Year
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
Total
Kerala State
Kerala
Co-operative
State Coir
Coir
Corporation
Marketing
Federation
Ltd
237.309
3.00
245.715
55.00
23.19
30.00
27.97
26.00
26.9
23.00
31.24
21.00
592.32
158.00
Orissa CoOperative
Coir
Corporation
Ltd
Formatting
India Ltd
0
0
0
10.28
10.74
1.58
22.6
30.81
32.67
20.1
14.18
24.16
0
121.92
Tamil Nadu
State Coir
Co-operative
Marketing
Federation
Ltd
2.5
1.93
2.58
4.34
4.91
4.65
20.91
ES – DMDA – COIR BOARD
Kerala State is one of the major States in India and also major beneficiary State under
the DMDA scheme implemented by Coir Board. In this State different State level
agencies are functioning and the important agencies are Kerala State Co-Operative Coir
Marketing Federation Ltd (COIR FED), Kerala State Coir Corporation Ltd (KSCC) and
Formatting India Ltd. But COIR FED is the apex body of primary co-operative society.
4.17.1. Kerala State Co-Operative Coir Marketing Federation Ltd (COIR FED)
COIRFED was formed as an umbrella organization to protect the number of primary
societies operating in the coir sector. It has 111 sales outlets all over the country mainly
to support primary societies for marketing the products.
These 111 sales showrooms or outlets spread over across the country which is highest
among the other State agencies and Coir Board. The sales turnover is about
Rs.21crores in 2001, but it has gradually declined to Rs.11 crores in 2005-06.
COIRFED had been purchasing coir yarn and coir products from member primary coir
co-operative societies.
It made claim for availing DMDA assistance from 2001-02
onwards to 2006-07. In the first two years 2001-02 and 2002-03 COIR FED received
assistance from State Directorate to the tune of Rs.2.37 crores. Amount of subsidy
received by agency was substantially reduced to 31 lakhs in 2006-07 against the claim
of 145 lakhs. The apex federation indicated that the balance amount receivable is
Rs.785.60 lakhs in four years from the Coir Directorate.
According to the State
Directorate the amount payable to Primary Co-operative Societies was paid directly, as
the coir yarn primary Co-operative societies sold yarn to COIR FED. The main reason
attributed was that the claim was made based on the average sales turnover of the
beneficiary during the last three years. COIR FED also expressed that rebate scheme
was earlier implemented by Coir Board may be re-introduced in the place of discount
scheme. However, The Domestic Market Development Assistance Scheme has to be
continued with modified guidelines for effective implementation according to COIRFED
management.
COIRFED is the Apex Society in the Co-operative sector with the major objective of
procuring coir yarn and coir products that are manufactured by the primary co-operative
societies. The primary societies have supplied their entire production of coir yarn to
COIRFED up to the Year 2001 and were not permitted to sell coir yarn in the open
ES – DMDA – COIR BOARD
market. This has facilitated COIRFED to stock and market the coir yarn supplied by the
primary coir societies with better control and reach in the market.
With the rebate
scheme, the Federation was able to provide a better price for the coir yarn supplied by
the primary societies and to market the produce without incurring any loss. However,
with the introduction of the Market Development Scheme, the primary societies were
permitted sell their produce to the Federation. This has resulted in the phenomenon of
supply of coir yarn to the open market during peak season without supplying to the Apex
Federation. In order to overcome this situation, the primary societies will have to supply
to the Apex Federation only those varieties of coir yarn that has a demand and direct
sales to the open market is to be prohibited as was done prior to the year 2001. This
system would ensure that the produce of the primary societies are supplied and
marketed though COIRFED to ensure better linkage and accountability.
Out of 111 sales outlets, 20 showrooms are located within the State and 30 showrooms
are outside the State and 51 franchise show rooms for marketing coir products located in
different places. Their own showrooms have more sales on an average ranging form
Rs.15 to Rs.20 lakhs during the past five years, whereas average sales turnover of each
agency (private) showroom is ranging form 1 lakhs to 15 lakhs. The sales show rooms
at Tiruvanathapuram, Amritsar, Lucknow, Delhi, Khozikode, Kannur and Alleppey and
Hyderabad indicated highest sales among all other showrooms. Main products sold by
the showrooms are yarn, ropes mat and matting etc.
4.17.2 Kerala State Coir Corporation Ltd (KSCC)
The Kerala State Coir Corporation Ltd. is a fully owned Government company, which
was set up in 1969 for the systematic development of coir industry in the State. The
Corporation has its administrative office wings and manufacturing facilities in a sprawling
complex in Alleppy, Kerala. Its diversified operations include curled coir manufacturing
and allied products sectors. The Corporation has the status of most diversified
manufacturing plant in the country, which is also biggest in the country.
It has network of 19 showrooms spread over across the country. The Corporation is one
of the major suppliers to Defense Establishments and other big Government and nonGovernment agencies in the country, meeting their stringent quality standards and
specifications. The sales turnover ranges between Rs 21.23 crores to Rs.10.71 crores
ES – DMDA – COIR BOARD
from 2001-02 to 2006-07. KSCC availed MDA to the tune of Rs.3.00 lakhs in 2001-02
and Rs.21.00 lakhs in 2006-07.
4.17.3 Karnataka State coir Co-operative Federation Ltd (COIRFED KARNATAKA)
The sales turnover in COIR FED Karnataka also declined from Rs.405 lakhs in 2001-02
to Rs.239 lakhs in 2006-07, mainly due to inefficient functioning of co-operative
societies. They are marketing their products through their sales outlets spread over
within the State and outside of the State. It is observed that the sales turnover in 200607 is far below i.e., Rs.239 lakhs than the annual target of Rs.684 lakhs. Also it is noted
that no sales outlet achieved the target. The Karnataka Coir Fed utilized the grant for
the
components
as per
the
guidelines shown
like publicity, Opening
New
Showroom/sales Outlet, Renovation of existing Sales Outlets, Market Study, godown
and Innovative Marketing Strategies including payment of discounts.
However, this
practice was not observed in other States. The federation also pointed out that publicity
helps for creation of awareness and increase in sales. It also helped for expansion of
market mainly for opening of new showrooms and collection of marketing intelligence
data etc.
4.17.4. Karnataka State Development Corporation Limited (KAR COIR)
The sales turnover in state owned Karnataka state coir development corporation Limited
is of the order of Rs.390 lakhs in 2001-02 and declined to Rs.172 lakhs in 2003-04. Due
to the efforts of the corporation the sales increased from Rs.190 lakhs in 2004-05 to
Rs.314 lakhs 2006-07.
The corporation has also availed the incentive for various
activities during the above period.
4.17.5 Tamil Nadu State Coir Co-operative Marketing Federation Ltd (TANCOFED)
The sales turnover of the Tamil Nadu Coir Co-operative Federation (TANCOFED) is
about 52.66 lakhs again in 2001-02 which subsequently increased to 84.17 lakhs in
2005-06 and 88.25 lakhs in 2006-07. Only one sales Showroom/depot is presently
functioning out of five showrooms opened.
DMDA Assistance availed by Tamil Nadu Coir Federation is of the order of Rs.2.5 lakhs
in 2001-02 and Rs.4.65 lakhs in 2006-07. It is also noted that federation is receiving
DMDA assistance for the products other than claimed by the coir yarn primary cooperative societies only.
ES – DMDA – COIR BOARD
TANCOFED expressed that the present DMDA scheme is useful for the coir cooperative societies and such assistance has to be increased for the coir societies to
produce more coir products with quality and improvement of sales continuously. There
was always delay in sanctioning and disbursement in the DMDA assistance to the coir
societies every year. It should be reduced; the quantum of assistance may be increased
from the present 10% to 20%.
The scheme can be extended for covering of fiber
products also. It is also observed that DMDA assistance was availed as 10% of the
average sales turnover.
4.17.6. Orissa Corporative Coir Corporation Ltd (OCCC)
The sales turnover of Orissa Co-operative Coir Corporation (OCCC) drastically declined
from Rs.43 lakhs in 2002-03 to Rs.6.76 lakhs in 2006-07. However, OCCC spent
Rs.2.38 lakhs in 2004-05 for renovation of existing sales outlets. The main reason for
reduction of turnover is due to increasing number of non-functioning societies every
year.
The federation also spent funds for publicity, renovation of sales showrooms, market
intelligence and construction of godown and in addition to funds availed from MDA
assistance; the federation initially had 3 showrooms out of, which two showrooms were
closed.
4.18. Evaluation of Coir Board and Hindustan Coir as beneficiaries of DMDA
Scheme
4.18.1 Coir Board
Coir Board availed DMDA assistance as a beneficiary on the sales turnover made by
their showrooms. Coir Board had 32 showrooms during 2001-02 to 2003-04. One
showroom was closed subsequently. The details of sales targets and achievements of
Coir Board are furnished below:
Table: 4.17 Show Rooms/ Sales Outlets – sales turnover
Year
Coir Board
Target
Achievement
2001-02
32
1225
928.55
2002-03
32
1231
692.44
2003-04
32
1282
736.09
ES – DMDA – COIR BOARD
2004-05
31
1277
762.54
2005-06
31
1280
754.86
2006-07
31
1280
780.95
It is clearly indicates that the showrooms did not achieve target, in any year of their
target.
The sales turnover was Rs. 928.55 lakhs in 2001-02 and it came down to
Rs.780.55 lakhs by 2006-07 gradually.
4.18.2 Hindustan Coir
The Indian coir Industry is a traditional cottage industry. In order to meet the challenges
from the competing countries in the world market, the Govt.of India decided to
introduce mechanization in the coir industry in phased manner and to start with, it was
decided to mechanize 1/3 of the coir matting sector. Accordingly the Coir Board
established Hindustan Coir in the year 1968 and started production on 1.1.1969. The
establishment of Hindustan Coir was a pioneering effort of the Board towards
mechanization of coir industry on modern lines. Beginning with the import of five looms
with ancillary winding machines, the factory went on to acquire more sophisticated
machines.
Table: 4.18 Comparative Statement of sales turnover of Coir Board and
Hindustan Coir
S.No
Year
Sales turnover of coir
Sales turnover of Hindustan
board showroom
Coir showrooms
1
2001-02
928.5
270.75
2
2002-03
692.44
234.06
3
2003-04
736.09
249.55
4
2004-05
762.54
282.36
5
2005-06
754.86
225.92
6
2006-07
780.95
277.87
Total
4655.38
1540.51
As per the above table:4.18, Hindustan Coir doesn’t have any annual targets, but Coir
board had the year wise targets.
The sales turnover of the Coir Board was 928 lakhs in 2001-02, but it came down to 781
lakhs against the sales target ranging from 1225 to 1280 lakhs. It reveals that the Coir
Board could not achieve the sales target. In the case of the Hindustan Coir it has
increased from Rs.270.75 lakhs to Rs. 277.87 lakhs, which is not a significant increase.
ES – DMDA – COIR BOARD
Table: 4.18.1 Details of MDA Assistance
S.No
1
Year
2001-02
Coir Board
72.66
Hindustan coir
10.8
2
2002-03
25.05
1.16
3
2003-04
25.54
0.95
4
2004-05
35.57
0.69
5
2005-06
0.55
1.21
6
2006-07
0
24.44
Total
159.37
39.25
Source: Coir Board, Cochin
•
n the whole, sales turnover of the Coir Board is more than sales turnover of the
Hindustan Coir though they have equal number of showrooms in all important
places.
•
Both agencies are claiming the 10% subsidy under DMDA against their average
annual sales turnover.
•
It is also noted that coir board and Hindustan Coir could not utilise funds properly
in view rigid guidelines. Both the agencies could utilize less than Rs.200 lakhs
against allocation of Rs.600 lakhs plus.
Coir Board expressed the reasons for not utilizing the MDA funds as follows:
1. The Market Development Assistance Scheme was introduced dispensing with
the erst-while Rebate Scheme. Coir Industry being a Cottage Industry supports
lakhs of workers who are belonging to the lowest economic strata of the society.
This Industry is women oriented as well as labour intensive. The value addition
to products takes place in the State of Kerala where the wage structure is also
comparatively higher. This in turn makes the products non-competitive in terms
of price when compared with other floor covering material especially synthetic
goods. The Rebate Scheme, gave an incentive to the buyer and the customer
therefore had the impulse to buy the coir goods. As per the MDA Scheme the
discount is having a tapering structure and no discount can be met from the 5th
year onwards. Accordingly, the Board could not spend any amount towards
discount beyond that period. This has also affected sales performance of the
ES – DMDA – COIR BOARD
showrooms badly as evident from the statistics given. The sales performance
during the closing stages of the previous century was around 9 crores.
2. Another important aspect is that coir fibre which is the basic raw material of the
Industry was not included in the purview of the MDA Scheme. Moreover the
benefits of MDA are not extendable to the private sector as per the existing
Scheme. The Board during the year 2003 had taken up the matter of making
suitable amendment in the Scheme by including discount, fibre also in the
products ranges vis-a-vis extension of the benefits of the Scheme to private
sector. The Government has not agreed to the proposal in-spite of repeated
efforts of Coir Board.
3. Opening of new outlets, renovation of existing sales outlets etc. are also the major
items against which funds can be utilized from MDA.
As per the
recommendations of the Expenditure Reforms Commission of the Government of
India, the Ministry had given directives to the Board on 31.07.2001 to withdraw
from direct marketing. The continuance of the showrooms is therefore subject to
the final decision of the Government. Having regard to the above, substantial
investment by opening of new outlets, renovation etc. are kept pending by the
Board so as to avoid any wasteful expenditure in the eventuality of closing down
the showrooms. It is also worth to point out that litigations are going on with
landlords of many of our showrooms which are taken on rental basis. In
showroom like Mumbai, we are forbidden from alterations or interior decorations.
This has also contributed to the non-utilization of the funds.
4. The setting up of market intelligence network was also hampered due to the fact
that the Board is in the process of re-structuring the staff strength and its redeployment.
Further, no additional staff component is permitted by the
Government of India.
Even-though the situation is as explained above, the Board is going ahead with the
following programmes, which would ensure in the full utilization of MDA fund.
•
The computerization of entire network of showrooms is progressing in full
swing and the software developed is undergoing trial run. Once it is
ES – DMDA – COIR BOARD
operationalized the showrooms will be provided with the latest version of
hardware for which funds will be essential.
•
Proposals to widen the domestic market network by roping in private
traders/agents at important towns in the country and the working modalities
thereof are being finalized.
•
Attractive incentive schemes are also being drawn up for
being given to
the showroom personnel achieving sales targets.
•
To supply the products at the doorsteps of the consumers it is proposed to
provide Mobile display cum sales van to the selected towns by hiring
vehicles. This has already been started on a trial basis at the Head Quarters
of the Board.
•
It is proposed to institute a thorough market study with special emphasis on
innovative products like coir composite, coir ply, garden articles etc.
•
The proposals are also under active consideration for making outright
purchase of shops for running Coir Board Showrooms in the metropolitan
cities.
4.18.3 Suggestions of Coir Board and Hindustan Coir
1. 50% of MDA should be given for innovative market strategies according to
Hindustan Coir.
2. 10% of the subsidy is not sufficient, it has to be enhanced to 20% at least
3. Special focus has to be made for building brand image of Coir product as
eco-friendly and 100% bio-degradable through proper publicity.
4. Price is becoming an issue and competitive either with private sector coir
industry with modern technology or synthetic products, which needs to be
addressed for enhancing the sales.
5. The short term strategy is supply of cost effective products at remunerative
price with aggressive market strategy and direct marketing through door
delivery would help to enhance their sales.
ES – DMDA – COIR BOARD
6. Mid term strategy should focus more on blending the coir fibre with natural
fibres, to attract the customer with competitive price than synthetic products.
7. Long term strategy should focus giving additional incentives on sales to sales
staff and discount or rebate to customers to push the consoled products.
Creation of brand image with effective publicity in electronic and print media
by focusing as eco-friendly and 100% bio-degradable on continuous basis is
also part of long term strategy.
4.18.4 Participation in Exhibitions of Coir Board and Hindustan Coir
The Coir Board and Hindustan Coir participated in National and Inter National exhibitions
every year. Coir Board fixed targets for participation in the exhibitions. It participated in
27 Exhibitions in 2002-03, 91 exhibitions in 2005-06 and 75 exhibitions in 2006-07 as the
sales achieved is as Rs.36.08 lakhs in 2005-06 and Rs.35.31lakhs in 2006-07, against
expenditure of Rs. 1.05 crore in 2006-07. However, in the case of Hindustan Coir there
were no targets and as well as sales in the exhibitions participation, it participated for
only demonstration purpose propagation of Hindustan Coir products.
Some of the good initiatives of Coir Board include:
1. Coir Board introduced mobile vans to market products in remote places of
town/city and surrounding villages in selected places.
2. Sales agents were appointed on commission basis for selling the coir products.
4.19. Analysis of DMDA funds allocation and releases by Coir Board
In the earlier chapter, the details of DMDA Assistance released by Coir Board for various
States and agencies beneficiaries was given. As a part of evaluation the details of
allocation and amount released for each State and agencies form the year 2001-02 to
2006-07 was analyzed and presented as follows:
ES – DMDA – COIR BOARD
Table 4.19: Details of DMDA Scheme implemented by Coir Board
Year
2000-01
Amount allocation
Coir Board
&
Hindustan
coir
Kerala
Tamil
Nadu
Karnataka Orissa
Total
90.72
80
30
25
5
230.72
90.72
84
31
26.5
0
232.22
100.14
100
25
25
7
257.14
Amount Released
2002-03
Amount allocation
100.14
106
27
27
0
260.14
95.4
110.1
26.25
26.25
2
260
Amount Released
2003-04
Amount allocation
95.4
110.1
26.25
26.25
1.34
259.34
87.09
105
27
27
2
248.09
Amount Released
2004-05
Amount allocation
87.09
105
37
34
1.62
264.71
78.97
92.15
34.03
37.85
2
245
Amount Released
2005-06
Amount allocation
78.97 202.15
36.03
37.85
1.47
356.47
74.02
112
35.98
30
1
253
Amount Released
2006-07
Amount allocation
74.02 539.45
57.88
68.56
3.76
743.67
76.78
126.2
35
25
2
264.98
Amount Released
76.78
126.2
37.85
23.05
0.32
264.2
Amount Released
2001-02
Amount allocation
The DMDA assistance released by the Coir Board including Hindustan Coir is around
Rs.90.00 lakhs, Rs.80.00 lakhs and Rs.76.78 lakhs in the respective years of 2000-01,
2003-04 and 2006-07.
It is understood that the Coir Board and Hindustan Coir could not utilse allocated funds
in view of implications of the guidelines.
The year wise allocation of DMDA from 2001-02 to 2006-07 is ranging from Rs.232
lakhs to Rs. 264.71 lakhs in 2003-04, Rs.2357 lakhs in 2004-05 and highest Rs.743.67
lakhs in 2005-06 and it decrease to Rs.265 lakhs in 2006-07. As per the above data
whatever amount was allocated is almost spent every year except in 2005-06. The
amount allocated is Rs.253 lakhs in 2004-05 and amount released was Rs.743.67 lakhs.
It understood that in Kerala State an amount of Rs.539.45 lakhs was released against
ES – DMDA – COIR BOARD
allocation of Rs.112 lakhs. The main reason was to clear the backlog claims paid by the
State directorate.
•
Kerala State is having highest allocation of funds
•
The released amounts are more than the allocation in all the States during the
year 2005-06
•
The total release of funds is about Rs.23.81 crores. The State agencies also
released equal amount of machining grant other than Coir Board and Hindustan
Coir. The total amount spend including contribution of State agencies is about 40
crores
It may be noted that the coir industry market estimated to be about Rs.1500 crores other
than rubberized coir. The sales turnover of the Apex bodies, Coir Board, Hindustan Coir
and primary Co-operative societies is estimated to be Rs.200 crores. Out of which
Rs.6 crores on an average was being availed as MDA assistance which accounts to be
3% of sales of the public sector undertaking and Co-operatives. It indicates that the
assistance was not covered completely for Co-operative sector PSUs and apex bodies.
4.20 The process for selection and disbursement of DMDA
The process of selection and disbursement strategy for DMDA Scheme is differing
slightly from State to State even though the guide lines are the same. It is observed that
in Kerala every year in the month of June the Primary co-operative societies or State
agencies use to apply for DMDA assistance. Some States disbursed their share initially
and some States disbursed both matching grants as per availability of funds.
All the registered Co-operative societies usually submit their applications in prescribed
application (see for annexure – IV) by furnishing their annual sales details and audited
utilization certificate to the District Project Officers or concerned district officer.
The district project officer/in-charge in turn submits applications of all eligible societies to
Coir Directorate. The Coir Directorate usually processes the application and the
selection criteria for all eligible societies along with their share of matching grant and
submits to the Coir Board.
ES – DMDA – COIR BOARD
The State Coir Directorate consolidates the selection list along with their matching grant
share and sanction letter for submission to Coir board.
Subject to the availability of funds allocated under Coir Board budget, all eligible
societies are getting the 10% grant. This process takes on and average 3 months to 6
months and some times more than one year also. However, awareness of the scheme is
not adequate in State like Orissa as only 10 societies out of 55 societies availed subsidy.
The State could not claim the assistance during 2001-02, 2002-03 due to nonawareness.
4.21 Evaluation of Sales Showrooms/Sales Outlets
In
the
domestic
Showrooms/Sales
market,
Outlets
are
playing a vital role in the process
of popularization of the products
and augmenting the sales in the
coir
industry.
The
Domestic
market for coir and coir products
has immense untapped potential.
There
is
adequate
scope
for
further boosting up of sales in the
domestic market.
Products display at Chennai Coir Board Showroom
Table 20: No. of Showrooms covered under field work
S.
No
Name of the
Showroom
200102
200203
200304
200405
200506
200607
1
Coir Board
Ernakulam
30.31
36.11
41.44
29.27
45.00
47.52
2
Banglore
35.57
24.41
38.16
45.05
46.87
38.08
3
Bhuvaneswar
13.41
8.90
11.20
10.39
11.31
10.85
4
Chennai
45.15
32.05
35.06
32.11
35.98
38.67
5
Hyderabad
69.86
56.00
58.08
51.92
60.68
102.01
6
Madhurai
13.25
6.91
6.89
14.73
8.03
6.46
7
New Delhi
39.71
33.58
35.89
42.49
29.31
39.49
ES – DMDA – COIR BOARD
8
New Delhi
24.59
24.04
26.30
23.12
21.56
21.30
9
Trichure
22.68
13.20
13.01
17.97
19.76
23.55
10
Trivendrum
11.35
11.00
13.80
19.17
16.66
17.24
11
Hindustan
Coir
Chennai
11.33
12.58
12.54
14.38
13.53
14.38
12
Hyderabad
15.16
18.36
14.76
14.21
18.75
14.21
13
Madhurai
1.81
1.71
1.92
2.31
2.80
2.31
14
Trichure
4.56
4.45
4.95
5.97
6.55
5.97
15
Trivendrum
3.63
4.43
3.89
5.23
3.79
5.23
24.41
38.16
45.05
46.87
38.08
63.31
39.07
44.77
31.72
42.38
8.85
11.13
11.35
11.30
10.79
COIR FED
16
Alleppey
17
Karnataka
35.77
Coir
Cooperative
Federation
Karnataka
71.08
State
Coir
Development
Corporation
Ltd
Orissa
Co- 12.02
operative Coir
Corporation
18
19
The study team visited above sales outlets and observations as given bellow:
1. There is no adoption of any aggressive market strategies for improving their
sales
2. Pricing of the products is not effective
3. Product display and customer relationship are not adequate to meet their sales
targets
4. The appearance of all sales outlets is not impressive and their ambiance is poor
5. Among the surveyed showrooms, Coir Board showrooms at Trissure, Cochin and
Hyderabad achieved the targets.
6. In view of limited space availability the product display is not impressive in
majority of show rooms
7. The showrooms do not have proper market strategy for selling their products.
8. It is also observed that sales profefessionals working in Coir Board and other
agencies do not possess the advanced market skills in the present competitive
ES – DMDA – COIR BOARD
world.
However, Coir Board employees placed at better place compared to
others.
9. It is also observed that the sales staff are not happy about promotional avenues
salary and perks leading to limited performance. There is also need to change
their attitude in tune with present market requirements.
4.22
General Observations
The general observations of Apex societies and beneficiary societies are follows.
a. State level Apex Societies:
•
DMDA scheme is useful to all types of societies
•
With the assistance of the scheme beneficiaries are getting better sales.
Majority of the societies are utilizing the funds for discounts only.
•
The old societies availed the assistance are only getting assistance
continuously. There is no proper awareness campaign for availing
assistance by new societies.
•
The apex societies expressed their unwillingness to utilize funds for
renovation of the outlets or godown construction stating that the assistance
amount is not sufficient for those activities.
•
The officials of the State governments suggested that the assistance has to
be increased from 10% to 20% under MDA.
•
The State governments collected the utilization certificates for the previous
year funds from all the societies for submission to Coir Board.
•
Most of the societies show rooms Apex organization did not reach the target
of sales in the last six years.
•
There is no proper awareness about the scheme in the States particularly in
Orissa.
•
Over a period of six years, the number of DMDA availing societies have
gradually came down.
•
There were no specific criteria for selection of beneficiaries. All the primary
Co-operative societies and apex Co-operative societies which were in
operation and selling coir products were eligible to avail the scheme.
ES – DMDA – COIR BOARD
•
There is a time gap in disbursement of the claims. They explained that when
ever they got the sanctions from Coir Board and State government
immediately disbursed the claims to the societies.
•
The assistance provided under the scheme is inadequate to meet the actual
requirement.
•
The assistance under MDA has a positive impact for development of
domestic market of coir products
•
There is competition with synthetic products in all States which needs to
addressed.
•
Apex societies are not effectively utilizing the funds for envisaged activities
under the scheme.
•
Technical up-gradation and training for improving skills of marketing staff
are the need of the hour.
•
Improving infrastructure facilities and face lift of sales outlets is required to
face the competition.
b. Beneficiary Primary Co-operative Societies:
•
All the beneficiary societies indicated that the existing discount on sales
towards market development has to be increased with simplified procedures
•
The existing discount based on the average sales turnover during three
years which may changed to annual sales turnover of the previous year only
to accommodate new societies also.
•
Guidelines have to be modified for the existing system as it is useful for
discount on sales only and not for any other activities envisaged under the
scheme.
•
Apex bodies should be strengthened to cover all the Co-operative societies
in the State for providing effective marketing support by way of additional
funds for specific purposes of market development.
•
Central, State governments and PSUs are major buyers of coir products. In
order to procure more orders from the above it should be made as a
mandatory through a special GO to procure coir products from primary Cooperatives wherever there is a demand.
•
It is generally observed that marketing skills of professionals working in
primary societies are inadequate which needs to be improved.
ES – DMDA – COIR BOARD
•
Proper awareness has to be created for all beneficiary societies regarding
the procedural formalities to enable them to submit applications with
necessary required documents in time.
•
There is also demand from the societies that a part of the fund may be
utilized for training purpose also.
•
The societies indicated that they are facing financial constraints due to
inadequate working capital despite support given under various schemes.
Hence, a part of the fund may be allowed to be used as working capital also.
•
Some of the societies even suggested introducing old rebate system again.
•
The costing of the product is one of the major factors in the Co-operative
societies as they have to follow the minimum wages payment to workers
and the grant would help them to meet the additional expenditure to some
extent. Hence, it has to be continued in view of the social factor.
•
The continuation of subsidy helps to balance the selling price of products
from Co-operative sector and to meet the competition from private sector
and synthetic products partially.
•
The societies have to be encouraged to modernize production facilities by
using various existing schemes and introduction of new schemes to
manufacture products for facing competition.
•
Only 35% of the members of the societies are getting employment on an
average in all the four implementing States of DMDA, which is required to
be increased to cover all the members by strengthening of the sector.
•
The coir fibre was not under the purview of the MDA scheme which may be
considered for inclusion under the scheme.
•
It is also observed that the part of the MDA assistance in many places was
not utilized though the amount still kept in the accounts of yarn societies
mainly in Kerala.
•
The beneficiaries societies did not fully satisfy with the support of State apex
bodies
•
Innovative marketing systems have to be adopted by the State federations
to improve the marketing aspects of primary Co-operative societies.
•
The beneficiary societies felt that member societies have to be allowed to
participate more in exhibitions on par with State federation to enable them to
understand the changes in market for improving the quality of the product.
ES – DMDA – COIR BOARD
4.23
Suggested Strategies
•
Specific allocations have to be made separately for the envisaged market
development activities under the scheme with actionable plans.
•
Discount facility should be given exclusively for all the beneficiary societies
and special allocations may be considered for envisaged seven activities
under the scheme mainly to Apex societies and PSUs.
•
Centralized publicity may be given for all coir products under the aegis of
Coir Board.
•
Special emphasis should be given for developing market intelligence net
work
•
Higher discount has to be provided to the beneficiaries to face the
competition in pricing with synthetic products.
•
The advantages of echo-friendly benefit of coir products have to be
projected effectively.
•
R&D efforts have to be made to produce coir products with minimum cost
and good quality and same have to be propagated among manufacturers.
•
Special Incentives have to be given to sales staff to increase the sales with
acceptable budgets.
•
Improving customer relation is one of the core activities of market
development, which has to be addressed with focused efforts in the sector.
a. Short Term Strategies
•
Sales incentives, Gift coupons, Discounts on new and old stock have to be
introduced to increase the sales immediately for facing competition with
synthetic products.
•
Participation in exhibitions have to be encouraged more aggressively.
•
More awareness programmes have to be organized to popularize the
advantages of the coir product
ES – DMDA – COIR BOARD
b. Mid Term Strategies
•
Efforts have to be made to procure more orders for coir products from Central
and State government departments, public sector under takings and
government institutions.
•
Publicity campaign through print and electronic media has to be organized on
continuous basis.
•
Special discount on sales price may be offered on the occasion of important
festivals.
•
Competitive pricing has to be encouraged by reducing the cost of production
through quality measures
c. Long Term Strategies
•
Coir Board and State federations have to draw up long term strategies to
develop marketing of the coir products with a holistic approach consisting of
the following:
•
Blending of coir with other natural fibres for reducing the cost and
appearance
•
Developing attractive models with innovative technologies and adoptation
through State agencies for manufacturing products with improved
technology and designs
•
Effective steps have to be taken up to modernize industry as per the
market requirements
•
Drawing of long term publicity and distribution policy and networking with
sales agents franchises and other public sector trading agencies like
MMTC,STC etc
•
Efforts have to be made to market the products through various
distribution channels in order to facilitate availability of the product in
every part of the country mainly to cater to the middle class consumers
spread over across the country.
ES – DMDA – COIR BOARD
CHAPTER – 5
CONCLUDING OBSERVATIONS AND RECOMMENDATIONS
The
evaluation
study
on
Domestic
Market
Development
Assistance
scheme
implemented by Coir Board was carried out as per the terms of Reference indicated by
the Ministry of Micro, Small & Medium enterprises (MSME), Government of India. Based
on the analysis of the field survey concluding main observations and suggestions for the
improvement of the scheme are detailed below:
5.1 Main Observations of the evaluation study
a) Impact
•
The implementation of DMDA Scheme was found to be helpful but not effective
to Coir Board, Apex societies or primary Co-operative societies in view of
limitations of specific purposes of utilization as per norms stipulated by the
MSME, Government of India.
•
All the beneficiaries and agencies including Coir Board suggested to make
modifications in the scheme.
b) Adequacy
•
About 77% of the total respondents felt that the assistance provided under the
scheme is inadequate. Though beneficiaries availed 10% assistance, they did
not have proper awareness of the guidelines of the scheme. The State agencies
and directorates expressed that implementation of the guidelines for envisaged
activities by the primary societies are not practicable. It is also noted that majority
of the Primary Coir Co-operative societies are selling the products to the Apex
societies and availing the grant.
The specific purposes of the scheme i.e.
publication, innovations, showrooms etc, are not properly implemented. The apex
bodies are not effectively focusing these components.
•
Majority of the respondents suggested to increasing the DMDA Assistance from
the existing 10% to 20% financial assistance based on annual sales turnover of
previous year instead of average of sales turnover of last three years.
ES – DMDA – COIR BOARD
c) Selection of Beneficiaries
•
There is no specific criterion for selection of beneficiaries under the scheme as
all societies are eligible based on the average sales performance of the previous
three years subject to submission of required documents to the State directorate.
However, the number of societies claimed DMDA are below 50% of the total
societies in Co-operative sector.
•
It is observed that exclusive fibre manufacturing societies are not availing the
assistance under DMDA scheme
d) Time taken for sanction & disbursement
•
The average time taken for sanction and disbursement from the date of
submission of application ranging from 3-6 months in all the States. Depending
on the availability of funds the State governments are making the disbursement
of the grants in one or two installments before close of the financial year.
Whenever, the claim was more than the allocation of grant to the State, the
release of arrears is nominally taking more time and accordingly disbursement
was also delayed.
e) Usefulness of the scheme
•
More than 80% of the societies expressed that scheme is useful and their sales
increased on an average. About 40% of growth rate was envisaged in sales
during the last six years at the rate of 7% per annum on an average.
f) Competition from Synthetic Products
•
Coir products are facing stiff competition with synthetic products in view of the
price advantage, durability and customer acceptance.
g) Participation in Exhibitions
•
Coir Board and other implementing agencies have been participating in
exhibitions extensively in different parts of the country.
It helped only the
purpose of the demonstration of the products and creation of awareness. The
ES – DMDA – COIR BOARD
participation in exhibitions is not effectively made for increasing the sales.
Strategic approach is required to increase sales. In the case of cooperative
societies, participation in exhibition with the support or coir board, helped them to
increase the sales.
•
It is generally observed that amount spent on participation in exhibitions is not
commensurate with the quantities of sales during the exhibition by coir board.
h) Status of Sales Showrooms
•
The sales showrooms of either Coir Board or State agencies could not achieve
their sales targets except few showrooms of Coir Board.
•
It is normally found that the majority of sales outlets are in non commercial areas.
a. Their ambiance is poor and infrastructure facilities are not adequate
b. Ineffective domestic sales force
c. No strategy for marketing
d. No effective schemes for inspiring customer satisfaction
e. Lack of proper product display
f.
Poor interior decoration
i) Employable days and minimum wage
•
The average employable days are only 215 days and minimum wage is around
Rs. 78 for men and women.
•
It is also observed that about 35% of the members of the society are getting
employment which needs to be addressed
5.2. Recommendations
IX. Recommendations
a) Continuation of the DMDA Scheme
•
The implementation of DMDA scheme may be continued with necessary
modifications in view of livelihood for five lakh rural artisans.
•
Flexibility may be allowed in the components for utilization of assistance provided
by all beneficiaries under the scheme.
•
Scheme may be modified to cover coir fibre manufacturing societies also.
ES – DMDA – COIR BOARD
•
The time gap between application, sanction and disbursement has to be reduced
to three months.
•
The existing 10% discount / grant on sales may be increased to 20% with a
condition that at least 5% of the assistance has to be spent for quality
improvement.
•
The possibility to include micro enterprises in coir sector other than cooperative
societies may be considered under the scheme.
•
The State apex bodies are required to be supported exclusively with allocated
grants for different purposes. The Central and State marketing agencies are
expected to focus more on publicity and a renovation of sales outlets. Innovative
marketing strategies etc are required to be made for helping their member
societies.
•
Marketing is a dynamic situation and it will not be effective unless attitude of
sales people towards modern marketing concepts is changed.
b) Renovation and Strengthening of Sales Showrooms
•
As a part of restructuring there is a need to renovate all the sales outlets of
Public Sector Undertakings and State federations over a period of three years to
convert the show rooms in to modern touch feel and experience show rooms
(TFES) with attractive interior designing modules.
•
Strengthening of existing showrooms would also lead to improvement of sales.
This includes:
•
Improving the external appearance of the showrooms to attract more
customers.
•
•
Offering more range of products so as to suit all income groups.
•
Improving the salesmanship of the staff
•
Offering performance based incentives to the staff of the showrooms
Low sales turnover showrooms of Coir Board have to be relocated in places,
where presently there are no showrooms.
c) Skill Training to Sales Staff
•
A Special emphasis has to be made on human resource development with
respect to up gradation of skills of sales persons working in showrooms. The
ES – DMDA – COIR BOARD
special training programme is required to focus on retail marketing, direct
marketing and personality development, which have to be organized by reputed
management institutions.
d) Accountability based systems
•
Performance and accountability based systems have to be implemented with
effective monitoring and controlling methods with regular review for improvement
in functioning.
e) Sales Promotion Activities
•
The sales promotion activities should be strengthened by all agencies to improve
the sales of coir products.
It may include advertising, publicity, improved
customer satisfaction; arranging demonstrations, door to door calling, tele
marketing and Door delivery systems.
•
Special focus has to be made in publicity for creation of awareness among the
customers about eco-friendly advantage of coir products comparatively with
synthetic products.
•
The electronic media should be tapped through generic advertising of coir
products, production of appropriate films and selection of right channels and
timings on the TV are also crucial factors. A professional agency of National
repute may be engaged for this purpose.
•
Coir Board through corporate advertising must build up coir brand image such
and consumers have to be made aware of quality products. The strengths of coir
products like bio-degradability should be utilized as a USP for promotion of the
products.
•
Modern business tools like e-commerce may be utilized for better reach of high
end income groups. A portal has to be hosted by Coir Board facilitating
e-commerce through the portal. A virtual reality portal will be most suitable for
exports as well as for domestic markets.
•
The entire showroom space must be utilized for advertising coir products. The
shutters must be painted with coir product advertising the best of the looks.
ES – DMDA – COIR BOARD
•
Direct marketing techniques like telemarketing door to door selling through the
professional agencies should be explored so as to reach maximum number of
households.
•
Display centers may be established at potential places for spreading the
awareness of coir products like airports, Railway stations, shopping malls etc.
•
New markets must be entrenched into by exploring possibilities of making
products from coir mixed with jute, rubber, cotton, woolen etc. and promoting
them in a big way.
f) Modernisation of Coir Industry
•
Modernization of coir industry is one of the important factors for the improvement
of productively with quality and reduction cost which ultimately helps to increase
the sales.
Government of India may take necessary initiatives through Coir
Board and State agencies for modernizing industry with up gradation of
technology and focus on design development & skill development among the
workers on war footing basis. In this regard necessary funds may be provided
under various available schemes for all needy beneficiaries.
g) Special Exhibition Teams
•
In order to increase the sales high impact exhibitions have to be organized with a
view to get atleast 30% of the sales though exhibitions. Special exhibition team
has to be created under the agies of Coir Board to organize special exhibitions
for eco-friendly products with special focus on coir products on the lines of
international exhibition with aggressive marketing strategies.
•
Participation in a maximum number of exhibitions would also create greater
public awareness and a chance to display better designs and products.
h) Franchising
•
In the current liberalized economic era, even the incomes of people living in small
towns have increased. Such people can now afford to purchase coir products like
mats and mattings. These markets are gateways for rural segment also.
Facilitating more availability of the products in the towns and district head
ES – DMDA – COIR BOARD
quarter’s level through good network of distributors would definitely increase the
sales.
•
Instead of opening more showrooms by public sector organizations in the cities,
more showrooms may be opened at the district and divisional level on franchise
basis/dealership basis.
•
Canvassing agents at different places in the country be established on a
minimum salary, commission on sales basis and be trained in promoting the
sales of coir side by side giving employment to unemployed graduates at
different parts of the country.
i) Initiatives Suggested for improvement of Domestic Market
•
Central Government and Coir Board have take initiative and pursue with various
State governments for abolition or reduction of VAT for rubberized coir products.
•
Regular
follow-up
with
all
State/Central
Government
Departments
and
undertakings should be undertaken to promote the use of coir products instead of
other products currently in use by them.
All Central and State government
departments including Public Sector Undertakings have to pursued to purchase
coir products as a mandatory.
•
The North-eastern States of India are a still untapped and huge virgin market.
They use large quantities of conventional jute for agricultural purposes and
should be encouraged to replace coir yarn instead of jute by constant marketing
efforts.
•
Replacement for old mats may be thought of at a discount price. As a part of
sales promotion for coir mats, wall hangings and other sorts, low quality paper
bags specially made for carrying Coir mats by consumers may be thought of.
•
Improved productivity will help to increase minimum wages and employable days
by implementing various schemes i.e Modernisation, Expansion, Sales
Promotion of coir with focused approach.
ES – DMDA – COIR BOARD
Annexure-I
Q-1
EVALUATION STUDY OF DMDA SCHEME IMPLIMENTED BY COIR BOARD
QUESTIONNAIRE FOR COIR BOARD/HINDUSTAN COIR/STATE AGENCY
1. Name of the Organization/Agency
2. Location
:
:
Contact person
:
Ph
:
E-Mail
:
Designation and address
:
3. Sales details
Year
No. of Show rooms
Sales target (in Rs.)
Actual Sales Turnover
(in Rs.)
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
Total
Note: Please attach the total sales of each outlet with discount details
4. Type of assistance availed for activity wise:
ES – DMDA – COIR BOARD
Activity
Total
Amount
Subsidy/assistance availed (year wise)
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
Publicity
Opening New
showroom/outl
ets
Renovation of
existing sales
outlets
Market Study
Setting up of
Market
Intelligence net
work
Godowns
Innovative
Market
Strategies
including
payment
discounts
5. In the case of State Agency who are the major beneficiaries
Name of the
Society
Total
members
in the
society
Purpo
se
subsidy assistance availed (Year wise)
2001-02
2002-03
2003-04
2004-05
2005-06
6. Whether the amount of assistance/subsidy is provided under the scheme is
adequate?
1) – Yes 2) – No
6.1 If No, what type of assistance required (Please indicate)
2006-07
ES – DMDA – COIR BOARD
7. What is the impact?
Activity
Deliverables of Assistance
Qualitative
Quantitative
Publicity
Opening New
showroom/outlets
Renovation of existing
sales outlets
Market Study
Setting up of Market
Intelligence net work
Godowns
Innovative Market
Strategies including
payment discounts
8.
Do you suggest any modification for better improvement activity wise
Activity
Suggested modifications of Assistance
Publicity
Opening New showroom/outlets
Renovation of existing sales outlets
Market Study
Setting up of Market Intelligence
net work
Godowns
Innovative Market Strategies
including payment discounts
9. What strategies are required to focus attention with the competition from the
synthetic products?
Strategy
Short term
Mid term
Suggested strategy
ES – DMDA – COIR BOARD
Long term
10.
How do you address the following issues?
Issue
Price competition
Strategy
Quality and Technology
Brand image
Publicity of coir products
Aggressive Marketing
Market intelligence and net work
Increase in staff
Door delivery
Mobile van
Appointment of sales agents
Type of encouragement to staff
Customer relationship
If any other (please indicate)
11.
Participation in exhibitions is effective and served the purpose?
1) – Yes
2) – No
11.1 If Yes details
Organisation
Organized by
Coir Board
Organized by
Others Specify
Year
Participated
in No. of
exhibitions
Sales target in
exhibition
Actual Sales
in exhibition
Total sales
ES – DMDA – COIR BOARD
Total
15. Do you find participation in exhibitions is effective and served the purpose?
1) –Yes
2) - No
15.1. If Yes, what are the measurable deliverables
1.
2.
3.
15.2. If No, please give suggestions for better improvement
16. Whether amount spent for participation in exhibition is commensurate with the
quantum of sales generated?
1). Yes 2). No
16.1. If No, what are the suggested measures for improving the effectiveness of
promoting Coir products in the Domestic Market?
17. Any other relevant information, please provide
Signature of the respondent
Signature of the Investigator
ES – DMDA – COIR BOARD
Annexure – II
Q-2
EVALUATION STUDY OF DMDA SCHEME IMPLIMENTED BY COIR BOARD
QUESTIONNAIRE FOR SALES OUTLET
1. Name of the Sales Outlet/Show Room/Sales Dept
:
1.1 Year of establishment
:
Location and Address
:
Contact Person
:
E-mail
:
Designation
:
Ph:
Mobile No:
Fax:
2. Sales targets
Product
Sales Targets Rs. In lakhs (Year wise)
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
ES – DMDA – COIR BOARD
3. Sales turnover year wise
Product
Sales turnover Rs. In lakhs (Year wise)
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
4. Type of assistance availed under DMDA
Issue
Assistance availed under DMDA scheme (year wise)
2001-02
2002-03
2003-04 2004-05 2005-06 2006-07
Publicity
Opening New
showroom/outlets
Renovation of existing
sales outlets
Market Study
Setting up of Market
Intelligence net work
Godowns
Innovative Market
Strategies including
payment discounts
5. What is the incentive for achievement of the target?
ES – DMDA – COIR BOARD
6. Whether the assistance under the scheme is adequate to meet the
requirement?
1) – Yes, 2) - No
6.1 If No, what are the drawbacks and please suggest measure for implementation
Component
Drawback
Suggestion for improvement
7. What Strategies are required to focus attention with the competition from the
synthetic products?
Strategy
Short term
Suggested strategy
Mid term
Long term
8. Any other suggestions for overall improvement of the scheme (please indicate)
ES – DMDA – COIR BOARD
Annexure – III
Q-3
EVALUATION STUDY OF DMDA SCHEME IMPLIMENTED BY COIR BOARD
QUESTIONNAIRE FOR BENEFICIARY SOCIETY
2. Name of the Beneficiary Society
:
1.1 Year of establishment
:
Location
:
Permanent Address
:
Correspondence Address
:
Contact Person
:
E-mail
:
Designation
:
Ph. No:
Mobile No:
Fax:
2. Please indicate the type of Beneficiary society
1) -Central Co-operative Society, 2) -Primary Co-operative Society, 3) - Apex Cooperative Society, 4) - State owned Coir Development Agency, 5) - If any other (please
specify)
3. The beneficiary society is in operation?
1) -Yes, 2) - No
3.1 If no, explain the reasons
3.2. If yes, sales turnover during last six years
S.
No
1
Product
2001-02
Annual turnover of the sales (year wise)
2002-03
2003-04
2004-05
2005-06
2
3
4
5
4. Details of the Assistance under MDA scheme
2006-07
ES – DMDA – COIR BOARD
Component
Subsidy
availed
% of
sales
Time gap
between
selection and
application
Time gap
between
Application
and sanction
Time gap
between
sanction and
disbursement
No. of
Years
availed
subsidy
Publicity
Opening New
showroom/outlets
Renovation of
existing sales
outlets
Market Study
Setting up of
Market Intelligence
net work
Go downs
Innovative Market
Strategies
including payment
discounts
(Please attach more if any)
5. Do you think that assistance/subsidy is adequate to meet your requirements?
1) -Yes, 2) – No
5.1. If no, please indicate the assistance required for market development?
Activity
Amount required
(%of sales or Minimum)
Justification for Assistance
Publicity
Opening New
showroom/outlets
Renovation of existing
sales outlets
Market Study
Setting up of Market
Intelligence net work
If any other (please specify
6. The total No. of members in the society
7. Where do you Market your products
1) - Locally, 2) - Within State, 3) - Other State, 4) -If any
other (please specify)
ES – DMDA – COIR BOARD
8. What are the Strategies are as required to focus attention with the competition
from the synthetic products?
Strategy
Short term
Suggested strategy
Mid term
Long term
9. Any special effort required for market development of the coir products as per
the local requirement?
1) - Yes, 2) - No
10. Do you find the scheme is useful?
1) -Yes, 2) - No
10.1. If yes, what is the impact?
1) - Increase in sales, 2) -Improved Customer acceptance of product
3) - Expansion of Market, 4) - Helped for upgradation, 5- Helped for innovative
Marketing strategies, 6- Helped for more publicity
10.2. If no, please indicate the reasons
11. What is the wage rate paid by the society to the workers per a day or per
month?
Average Wage Per day
(In Rs.)
Minimum
Maximum
Average days of employment provided in a year per
person
Minimum
Maximum
Male
Female
12. Whether State Government is giving matching grant in time?
1) - Yes, 2) - No
13. Have you participated in exhibition?
1) - Yes, 2) - No
ES – DMDA – COIR BOARD
13.1. If yes, percentage of sales increased through exhibition in a year
1) - Bellow 5%, 2) - 5 -10%, 3) - 10-15%, 4) - 15-20%, 5) - 20 % and above
(Specify)
14. Please give suggestion for overall improvement of the scheme in future
15. Any other useful information please indicate
Signature of the Contact person
Signature of the Investigator
ES – DMDA – COIR BOARD
Annexure-IV
COIR BOARD, GOVERNMENT OF INDIA, MINISTRY OF ARI
KOCHI – 682016
PHONE: 0484-2351807/2351788/2351954 FAX: 0484-2370034
MODIFIED GUIDELINES FOR RELEASE OF THE CENTRAL SHARE UNDER THE
MARKET DEVELOPMENT ASSISTANCE SCHEME OF THE COIR BOARD FROM
2004-05 ONWARDS
………….
1. OBJECTIVES
The Market Development Assistance Scheme has been introduced by Coir based with
effect from 200-01 in lieu of the Rebate Scheme that was in operation in the Coir Sector
till 1999-2000. The MDA is linked with the sales performance of the concerned
beneficiary organizations and aims at providing incentives for better performance.
The objectives of the Scheme are:
i.
To promote the sale of coir and coir products manufactured by the Cooperatives and Public Sector Enterprises committed to payment of minimum
wages and other obligatory benefits to the coir workers and thereby
encouraging sustained production and better employment opportunities.
ii.
To provide financial support on a continuing basis round the year to the Cooperatives and Public Sector Enterprises who undertake Market development
programme.
2.
QUANTUM OF ASSISTANCE
The scheme proposes to Provide financial assistance to the Apex Co-operative
Societies, Central Co-operative Societies, Primary Co-operative Societies, Public Sector
Enterprise in the coir Industry and the showroom and sales depots of the Coir Board.
The MDA is granted at the rate of 10% of their average annual sales turnover of coir
products including cpir yarn and rubberized coir goods during the preceding three
ES – DMDA – COIR BOARD
financial years. This assistance will be shared on 1:1 basis between the Central
Government and the concerned State/Union Territory Government. The disbursement of
Central share of MDA will be subject to the budgetary outlay available with the Coir
Board under the relevant schemes.
3.
UTILISATION OF THE ASSISTANCE
The assistance provided under the scheme must essentially be utilized for the following
purposes.
1. Publicity
2. Opening New Showroom / Sales Outlet
3. Renovation of existing Sales Outlets
4. Market study
5. Setting up of Market Intelligence net work / up-gradation of design facilities like
installation of computer, Aided Design Centre, engagement
of qualified
designers, introduction of e-commerce facilities, computerization of showrooms
etc.
6. Godown
7. Innovative Marketing Strategies including payment of discounts.
The expenditure on discount is limited to 75% of the total MDA availed of by the
beneficiary organization in the 1st year, 50% in the second year, 25% in the third year,
10% in the fourth year and nil in the 5th year onwards.
4.
SUBMISSION OF CLAIMS AND PROCEDURE FOR DISBURSEMENT OF
CLAIMS
i.
The State / UT Government shall communicate in advance their
willingness to participate in the DMA Scheme subject to the conditions
stipulated under the Guidelines.
ii.
The State / UT Government may issue specific orders in this regard and
provide adequate budgetary provisions.
iii.
The Central share of 50% of the Market Development Assistance will be
disbursed by the Coir Board in lump-sum to the State / UT governments
subject to availability of necessary funds in the Annual Plan budget of the
ES – DMDA – COIR BOARD
Coir Board. It shall be the responsibility of the State / UT governments to
disburse the assistance to the concerned beneficiary organizations.
iv.
In case of claims from the Apex Societies, Central Societies, State owned
Agencies and Corporations the claims will be settled on the basis of the
shall submit their claims to the concerned State / UT Government who in
turn will submit the claim in the prescribed Proforma along-with the
supporting documents mentioned their-in Coir Board. The claims should
be accompanied by the documentary proof of matching share released by
the State / UT Government component-wise utilization certificate etc.
v.
While preferring the claim through the concerned State / UT Government
the beneficiary organizations shall submit a component-wise utilization
certificate to the effect that the assistance received under the scheme
during the preceding year was utilized exclusively for the approved
purposes as stipulated under Para 3 above. The undertaking should be
countersigned by the State / UT Government authority designated for the
purpose.
vi.
In the case of Primary Coir Societies the assistance claimed by the
individual Co-operative Society shall be submitted to the State / UT
government who in turn shall submit a consolidated claim in the
prescribed Proforma with the recommendation on behalf of all eligible
Primary Societies through the designated competent authority.
vii.
The sale of coir yarn made by the Primary Society of the Central Society,
or in the open market will be eligible MDA. However, the Apex / Central
Society would not be eligible MDA on the sale of coir yarn purchased
from the primary societies as they claim MDA.
viii.
The beneficiary Primary Society shall submit a Utilization Certificate to the
State / UT Government to the effect that the assistance granted during
the preceding year was utilized exclusively for the purposes prescribed
under para 3 above. The Stat / UT Government shall accordingly submit
a consolidated utilization certificate on behalf of all the Primary Societies
through the competent authority designated for the purpose.
ix.
The concerned State/UT Governments may evolve suitable mechanism
to collect the claims periodically from the Societies for being consolidated
ES – DMDA – COIR BOARD
into half yearly/annual basis so as to prefer the Statement of MDA claims
in time.
x.
Notwithstanding any thing contained herein above, the disbursement of
Central share of the MDA would be subject to availability of funds in the
annual allocation for the purpose to the Coir Boars.
xi.
Government of India has approved release of MDA by way of “ on
account payment” basis to States against their claim for MDA.
Accordingly, on receipt of fund allocation from the Ministry, the State-wise
allocation will be released in advance on a quarterly or half yearly basis
subject to availability of funds earmarked for Plan programmes and
limiting to the State-wise allocationj of Central share of MDA. The
concerned State Governments should monitor the utilization of the
assistance as per the MDA guidelines.
xii.
The concerned State Government should settle the “ on account
payment” made during a particular year in the first quarter of the
succeeding year by providing Utilisation Certificate in the manner as
prescribed in the guidelines. Further release of MDA by way of on
account payment during the subsequent year would be considered only
on settlement of the payment made last year
xiii.
Along with preferring the Utilisation Certificate relating to a particular year
an estimated claimk for the next year will also be indicated so as to
enable the Board to release the on account payment of MDA on that
basis.
5.
GENERAL
i.
The Central share of the Market development Assistance will be
disbursed on a financial year basis.
ii.
The claims of the beneficiary organizations being forwarded by the
State/UT Government in the manner prescribed above should be
complete in all respects and should reach the Secretary, Coir Board, P.B.
No. 1752, Kochi-682 016 within three months of the close of the financial
year. No claims received thereafter shall be entertained.
iii.
The State/UT Governments shall finish promptly any information sought
for by the Coir Board in connection with the implementation of the MDA
ES – DMDA – COIR BOARD
Scheme, so as to ensure speedier disbursement and effective
implementation of the scheme.
Encl: Annexure – A & B
(Issued from File No. CB/2001/MKG-1/3/4-Vol. I dated 10th November 2004)
ES – DMDA – COIR BOARD
ANNEXURE – A
CERTIFICATE
Submission of MDA Claims of Apex Society/ Public Sector Undertakings.
1. Name of the State
:
2. Name of Apex Society/PSU
:
3. Year to which the claim releases to :
4. Sales Turnover ( Rs. In lakhs)
Sl.No
Year
:
Coir
Coir
Rubberised
Others
Yarn
Products
Coir
(specify)
5. Average Sales Turnover of
Last three years
: Rs.
6. MDA eligibility at 10% of the
Average sales turnover
: Rs.
7. Share of the State/UT Govt.
: Rs.
And the no and date of
: Sanction order
Order in which the share
: No:
Was disbursed
: Date:
8. Amount of MDA claimed from
the Central Govt.
: Rs.
9. Details of enclosures to
Be attached with the Certificate
i) Utilisation Certificate No……….. Date ………………….
(for previous year’s releases under MDAs)
ii) Original copy of audited certificate signed by
CA/Statutory Authority with seal
iii) Copy of sanction order referred to in column No.6 above
Total
ES – DMDA – COIR BOARD
ANNEXURE – B
CERTIFICATE
Consolidated Statement of MDA claims of Coir Primary Societies
1. Name of the State
:
2. Year to which the claim
releases to
:
3. Sales Turnover
:
Item: Coir Yarn/ Products (Specify) :
Sl.No
Name & Regn.No.of
Sales During the last three
Society
years ( year to be specified)
4. Average sales turnover of
all primary societies
together during the last
three years
: Rs.
5. Average Sales Turnover of
last three years
: Rs.
6. MDA eligibility at 10% of the
average sales turnover
: Rs.
7. Share of the State/UT Govt.
: Rs.
Average
ES – DMDA – COIR BOARD
and the no and date of
: Sanction order
order in which the share
:
No
:
was disbursed
: Date:
8. Amount of MDA claimed from
the Central Govt.
: Rs.
details of enclosures to
be attached with the Certificate
i)
Utilisation Certificate No……………….. Date ………………….
(for previous year’s releases under MDAS)
ii)
Original copy of audited certificate signed by
CA/Statutory Authority with seal
iii)
Copy of sanction order referred to in column No.6 above
(Name & Signature of the Competent Authority)
Date:
Certified that no MDA has been claimed for the sale of coir yarn/products
procured from primary societies for which MDA has been claimed by such
primary societies.
(Name & Signature of the Competent Authority)
Date:
ES – DMDA – COIR BOARD
Annexure - V
LIST OF RESPONDANTS
S.
Name of the
No.
Beneficiary
A. Kerala
1
2
3
4
The Alleppey
District Heriijon
Coir Corns Limited
Aryad Block Small
Scale Coir Fibre
Mats
Manufacturers
Co.op Societies Ltd
Thameermukkon
Small Scale Coir
Mats
Manufacturers Co.
Ltd.,
Pallickadalla CVCS
Ltd
Address of the Beneficiary
Contact Details
No. A-744, Mannecherry
P.O, Kalaror
Jyothi A.P
Secretary
No.741, Avalukkunnu P.O
S Aryad,
Aryaod Panchayat,
Alappuzha - 6
N Omprakash
Secretary
Ph.No: 2258176
M.No: 9847604130
No. 887, Varanan P.O
Putthanangad,
Themeermukkon Panchayath
Cherthals
G K Jagadanons
Secretary
Ph.No: 04782582430
No: A-694, Devikulongatra
grama Panchayath in
Korthigappath, Taluk,
Alleppur (District)
A – 754, Mannancherry
Mobile:9847648274
Or
Mobile:9847710563
5
Indira Priyadarsini
Cm & Matting Coop
Society
6
Sarvodayapuram
Small Scale Coir
Mats Producers
Coop Society Ltd
A – 993, Kottoor P.O –
688546
7
Modern Coir mats
& Mattings Coop
Society Ltd.,
A – 764, Vadackal,
Alappusha - 3
8
Vayalar North
CVCs Ltd.
A – 568, Vayalan P.O
Nagaram Kulangara 688536
9
Manaveli Coir
Vyavanaya Cooperative Ltd
A – 837,
Kokkothamangalam PO
Cherthala – 688583
10
Nethaji Small Scale
Coir mats
Producers
C-8. A – 994,
Mannancherry – P.O
East Coir Board, Kalaroor
A K Madanan
President
Ph.No: 2293469
M: 9387895646
Sheeba. T. J
Secretary
Email:
[email protected]
Ph.No: 2248454,
Mobile: 9961042927
Reji. V R
Secretary
E-mail:
shyjismodern@sancharnet,in
Ph.No: 0477-2266717,
Mobile: 9495268533
R Krishnakuyan
Secretary
Ph.No: 0478-2592780
Mobile: 9895528797
S Asolaan
Secretary
Ph.No: 0478-2813628
Mobile: 9349985096
G Sindhu
Secretary
Ph.No: 0478-2864707
ES – DMDA – COIR BOARD
11
12
13
14
15
16
17
18
19
20
21
22
Kalavamkodam
Coir Vyvsaya Cooperative Society
Ltd.
Cherthala Small
Scale Coir Fibre
Mats and Mattings
Manufacturers
Coop Society Ltd.
Kadakkasappally
Small Scale Coir
Fiber Mats
Manufacturers CS
Ltd
The Thirunalloor
East ever Ltd
A – 554, Kalaramkodam
A – 740, Pattanakad P.O
Olathala
S Mancy
Secretary
Ph.No: 0478-2182593
Mobile: 9388838785
G Indira
Secretary
Ph.No: 2592362,
Mobile: 9495211902
A – 971, Kadakkusapally
C V Ymuna
Secretary
Ph. No: 3256901,
Mobile: 9946280403
A – 721, Thirunalloor P.O,
Cherthala
K Vijayan
Secretary
Ph.No: 2815871
K Salim
Secretary
Ph.No: 0476-2690082
Prayan Coir
Vyavasya Co.
Operative Societies
Ltd.,
Kandappuram
CVCS Ltd
The Cherthak
Vadakkummari
CVCS Ltd.,
A – 464, Puthupally P.O
Kayamkulam
Mannamcherry
Small Scale Coir
Mats Producers
Coop Society Ltd.
Ambalappuzha
Coir Mats &
Mattings Coop
Society Ltd.,
Punnapra Coir
Mats & Mattings
Co-operative
Society Ltd.
The Alappuzha
Town Coir Mats &
Mattings Coop
Society Ltd
Kanjikazhy Coir
Mats & Mattings
Coop Society Ltd.
A – 1026, Ambanakulangara
(Jn), Mannancherry P.O,
Mannamcherry Alappuzha –
688538
No – 394, Industrial
Development Plot, Vadackal
P.O, Alappuzha – 688003
No: 510, Kandalloor South
PO, Pin – 690535
A - 659, Kuruppankalangara
P.O, Cherthals, Pin – 688551
Ph.No: 2431091,
Mobile: 9446856346
K Kala
Secretary
Mobile: 9249123471,
9249983560
A Priymol
Secretary
Ph. No: 0477-6542772
Mobile: 9249772822
S Shyna
Secretary
Ph. No: 0477-2268924
A – 890, I D Plot, Vadackal
PO, Alappuzha
N Omana
Secretary
Ph.No: 2267434
A – 888, P.B No: 2801,
Alappuzha – 688007
Sajan Babu KK
Secretary
Ph. No: 2243519
Mobile: 9446155288
K V Haridas
Secretary
Ph.No: 2862652,
Mobile: 9446745172
A – 745, S.N. Puram,
Alappuzha
ES – DMDA – COIR BOARD
23
24
Aryad Coir Mats &
Mattings Cooperative Society
Ltd
The Alleppey Coir
Mats & Mattings
Coop Society Ltd.
A – 749, Komalapuram,
Avalookunnu PO, South
Aryad
No – 241, West District
Court, Alappuzha, West of S
D V Central School,
Sanathanam, Alappuzha –
688001
No – 487, Ezhupunna P.O
25
Ezhupunna North
CVCs Ltd
26
Parayil CVCs Ltd.
A – 829, Pattanakkal P.O
27
Manakkodam
CVCs Ltd.,
No – 133, Padi –
Manakkodam, Pallittodu PO,
Thuravoor
28
Kodamthurath
CVCs Ltd
No: 136, Kuthiathode P.O,
Cherthala
29
New Bharth Coir
Mats & Mattings
Ltd
Ulavipu CVCs Ltd
A – 758, Chetticadu,
Pathirappally P.O
30
A – 830, Ulavipu P.O
Cherthala
31
Vadakkumkara
CVCs Ltd.,
A – 723, Vadakkumkara
K R Puram P.O, Chertalla
32
Panarally Coir Mats
& Mattings Coop
Society Ltd.
Cheruvaranam
Cm& Mcs Ltd.
No – 520, Panavally P.O,
Cherthala, Alappuzha
34
The Labourers Coir
Mats & Mattings
Coop Society Ltd.
A – 733, Mulama PO,
Alappuzha
35
Mahamma Coir
Mats & Mattings
Coop Society Ltd.
Thaliyaparampu
CVCs
No – 430, Mahamma PO,
Cherthala
33
36
A – 989, Cheruvaranam ,
Varanam PO, Cherthala
A – 720 Ulivaipu PO,
Poochakhal
C Shila
Secretary
Ph.No: 04772-259708,
Mobile: 9387934300
P P Sony
Business Manager
Ph. No: 2242328,
Mobile: 9895966953
Sony
Secretary
Ph. No: 0478-2874675
Gracy
Secretary
N Sheeja
Secretary
Ph.No: 2594079,
Mobile: 9349924450
K G Saba
Secretary
Ph. No: 0478-2562693
T Harshan
President
Ph.No: 2258748
Ajitha Babu
Secretary
Mobile: 9961137737
V M Vamakshy
Secretary
Ph. No: 2552272
M Sukumari,
Secretary
Ph.No: 2522347
M M Nishkalan
Secretary
Ph. No: 2821947,
Mobile: 9388612752
V M Thomes
Secretary
Ph. No: 0478-2862207
Mobile: 9447116070
K S Solly
Secretary
Ph: 04782862495
V S Roby
Secretary
Ph. No: 0478-2816223
ES – DMDA – COIR BOARD
37
38
39
Pallippuram
Kunnathukadavu
CVCs Ltd.
Karappuram Coir
Mats & Mattings
Coop Society Ltd.
A – 703, Pallippuram PO,
Chesthala, Alappuzha
A – 889, Kalavamkodam PO,
Cherthala – 688586
Aroor Coir Mats &
Mattings Coop
Society Ltd.
Thirunalloor CVCs
Ltd
No – 344, Aroor PO
41
Makkekadav CVCs
Ltd
42
Pernmpalam North
CVCs Ltd
No – 503, Manappuram PO,
Cherthala, Alappuzha –
688536
No – 377, Pernmpalam PO,
Cherthala, Alappuzha –
688570
43
Pallippuram CVCS
Ltd
No – 135, Pallippuram PO,
Chesthala
44
Annalathodu CVCs
Ltd
No – 336, Pamavally,
Thimchattukulam PO
45
Perumpalam CVCs
Ltd
No – 106, Perumpalam PO,
Cherthala
46
Poochackal CVCs
Ltd
No – 14, Poochackal PO,
Cherthala
47
Velorvattom Coir
Mats & Mattings
Coop Society Ltd.
No – 129
48
Chenganda Coir
Vyavasaya Coop
Society Ltd.
A – 555, Chenganda,
Varanad PO
49
Neelimangalam
CVCs Ltd
A – 818, Vayalar,
Pattanakadu
50
The
Kokkothamngalam
CVCs Ltd
No – 182,
Kokkothamangalam PO,
Cherthala, Utlappuzha
40
A – 558, Thirurnalloor PO,
Cherthala
K P Sunitha
Secretary
Ph. No: 0478-2552029
V S Krishna Kumar
Secretary
Email:
[email protected]
Ph.No: 0478-2592243
Mobile: 9446149287
S Seema
Secretary
Ph. No: 2874354
M K Binny
Secretary
Res: 2553889
V D Soman
Secretary
Mobile: 9387515943
P G Mmaleedharam
Secretary
Ph. No: 0478-2512273
Mobile: 9495034234
K G Ramakrishnam
President
Ph. No: 0478-2552118
R rajamma
Secretary
Res: 0484-2792798
S Ajithakumary
Secretary
Mobile: 9847442287
R Sietharthein
Secretary
Ph. No: 0478-2522214
N B Madusudan
Secretary
Ph. No: 0478 -2510129
Mobile No: 9446192494
D Shayimon
Secretary
Ph. No: 2814839,
Mobile: 9249234377
Shailaja K
Secretary
Ph. No: 0478-2582504
Ruby Joseph
Secretary
Ph. No: 0478-2814712
ES – DMDA – COIR BOARD
51
Kuravarukadavil
Coir vyvasaya Cooperative Society
Ltd
Kayippuram CVCS
Ltd
A – 820, Vayalar, Cherthala
S Bindu
Secretary
Mobile: 9288006505
A – 761, Mahamma PO,
Kayippuram
53
Chertha South Coir
Vyavasaya Coop
Society Ltd
No – 96, Cherthala South
Vyavasaya Chertha PO
54
Kadakkarappally
CVCs Ltd.
A – 557, Kadakkarappally
PO, Cherthala
55
Ezhupunna CVCs
Ltd
Uzhuva CVCs Ltd
A – 556, Exhupunna South
PO
A – 662, Pattanakadu PO
Chethala
The Cherthala
Twon West CVCs
Ltd
Thammermukkom
Coir Vayarasagar
Co-operative
society Ltd,
The Sherallay Coir
Mats & Mattings
Coop Society Ltd.
A – 832, Cherthala Town,
Cherthala PO, Allappuzha
R Sathi
Secretary
Mobile: 9946973467
M Sidharthan
Secretary
Ph. No: 2572393
M: 3251300
B Sailaja
Secretary
Ph. No: 218704
A Salindan
Secretary
D Sobhanu kumari
Secretary
Ph. No: 2618095(R)
K V Vargees
OH, Secretary,
Mobile: 9388455014
M R Pavithram
President
Mobile: 9388571917
60
Thuravoor CVCs
Ltd
61
Parayakad CVCs
Ltd
No – 435, Thuravoor South
Village, Ulamangalam PO,
Cherthala,
Alappuzha - 688532
A – 559, Parayakad PO,
Cherthala
62
Tharamood CVCs
Ltd
A – 817, Pattanakad PO,
Panchayath, Cherthala
63
Valamangalam
CVCs Ltd
No – 407, Thuravoor South
Village, Thuravoor PO
64
Vettackal CVCs Ltd
No – 440, Vettackal PO,
Pattanakad Village
52
56
57
58
59
No – 88, Thummermukkam,
Cherthala, Allappuzha
No – 240, Post Box – 3,
Karavamkodam,
Alappuzha
P S Harikumar
Secretary
E: [email protected]
Ph. No: 0478-2822520,
Fax: 0478-2814029
Karthikeyan T V
Secretary
Ph. No: 0478-2569380
Mobile: 9495212034
Manju K R
Secretary
Ph. No: 0484-3245487
C R Jalaja
Secretary
Ph. No: 2829227
K Sreekala
Secretary
Ph. No: 0478-2563409,
2561145
Valsamma
Secretary
Ph. No: 2592705,
Mobile: 9249267405
ES – DMDA – COIR BOARD
65
Manakkadam East
CVCs Ltd
66
Thazhuppu CVCs
Ltd
67
Thanneermukkom
North Coir
Vyavasaya Coop
Society Ltd
Thennoormukkan
West CVCs Ltd
Kottachira CVCs
Ltd
68
69
A – 821, Thuravoor (village),
Thirumala Bhagom PO
Thuravoor
A – 735, Parayakad PO
No – 484, Thannirmukkom
PO, Cherthala, Allappuzha
A – 833, Thennoormukkan
PO, Cherthala
A – 731, Kottachira, Varanad
P O, Cherthala
70
Nedumannelkadavu A – 693, Prayar North,
CVCs Ltd
Prayar P.O – 690547
71
Vayalar East CVCs
Ltd
A – 567, Vayalar PO
72
Nedumpraka CVCs
Ltd
A – 552, Cherthala PO
73
Aiyramthayil
Coastal Coir
Vyavasaya Cooperative Society
Ltd
Pattanakkad Coir
Mats & Mattings
Coop Society Ltd.
Poothotta CVCs Ltd
A – 840, Thyckal, Cherthala
A – 825, Cherthala PO
76
Chingoli West Coir
Vyavasaya Coop
Society Ltd
A – 695, Chingoti PO690532, Karthikapally,
Vempuzha Road
77
The Kerala Coir
Mats & Mattings
Coop Society Ltd.
No – 346, West of PM
Bridge, VCNB Road,
Alleppey, P B No: 2619,
Alleppey – 688007
78
The
Sarvodayapuram
Coir Mats &
Mattings Coop
Society Ltd.
A – 732, Kattoor PO,
Alappuzha – 688546
74
75
No – 405, Pattanakkad PO,
Ponnamveli, Cherthala
D Geethamany
Secretary
Ph. No: 2817184
Premakumary
Secretary
Ph. No: 0478-2872199
Mobile: 9995474963
S Prakasan
Secretary
Ph. No: 0478 – 2582306
Mobile: 9446042462
Anjamma X
Secretary
Ranikutty K
Secretary
Ph. No: 0478-2821126
Secretary
Ph. No: 0476-2690880,
Mobile: 9387776983
Radhamani
Secretary
Ph. No: 2813584
K Moth
Secretary
Ph. No: 0478-2813352
K D Padma Kumar
Secretary
Ph. No: 04782573903,
Mobile: 9495508059
K J Joseph,
Secretary
Ph. No: 0478-2592244
K Chandar
Secretary
Ph. No: 0478-2816893
Sasankan P
Business Manager
Ph. No: 0479-92486829
Mobile: 9847169602
P R Sudheendran
Secretary
Ph. No: 2242368,
Mobile: 9447160519,
Fax: 0477-2253149
A B Susiila
Secretary
Ph. No: 2258303
ES – DMDA – COIR BOARD
79
Thekkecherry
CVCs Ltd
80
East Kureepuzha
CVCs Ltd
Q- 849, Thrikkaruva,
Thekkecherry, Kanjavely PO,
Kollam – 691602
Q – 543, Kurapusha Perinad
PO, Kollam
81
Kadavoorcherry
CVCs Ltd
Q – 539, Kadavoor, Perinad
PO, Kollam
82
The Thrikkadnoor
Coir Co-operative
Society Ltd
North Murunthal
CVCs Ltd
3084, Anchalummood,
Perinad PO, Kollam
84
Managed Coir
Vyavasaya Cooperative Society
Ltd
No – 35, Managed PO,
Kollam – 691035
85
Kottakkakam CVCs
Ltd
No – 198, Kottakkam,
Perinad PO, Kollam
86
Mararikulam Coir
Mats & Mattings
Coop Society Ltd.
No – 516, S L Puram PO,
Alappuzha – 688523
87
The Mubamma Coir
Vyavasaya Cooperative Society
Ltd
Cherthala Taluk
Small Scale Coir
Matting Producers
Coop Society Ltd
No – 9, Muhamma PO,
Cherthala, Alappuzha
Bharath Coir Mats
& Mattings Coop
Society Ltd.
Kanjikuzhi Small
Scale Coir Mats &
Mattings Coop
Society Ltd.
No – 526, Alappuzha,
Avalukunnu PO, Alappuzha
83
88
89
90
Q – 635, Murunthal A,
Perinad PO, Kollam
A – 886, Kalavamkodam –
Cherthala, Alappuzha,
Kerala – 688586
A – 739, S N Puram PO
Sheena A
Secretary
Ph. No: 04742702473
Geetha L
Secretary
Ph. No: 2702957
Girija S
Secretary
Ph. No: 2704858
Retramme N
Secretary
Ph. No: 2702461
R K Narayana Pillai
President
Ph. No: 2702800
M V Hemru,
President
E: [email protected]
Ph. No: 0474-271208
Mobile: 9847299382
R Anandabai
Secretary
Ph. No: (R) 2702629
Sasi P
Secretary
Ph. No: 2862313
Mobile: 9446053766
Renjini Thilakan
Secretary
Ph. No: 0478-2865980
P V Rejula
Secretary
Email: [email protected]
Ph. No: 0484-2814593,
Mobile: 9846223146
Fax: 0484-2814593
K N Ambikamma
Secretary
Ph. No: 2232148
M J Thresiyamma
Secretary
Ph. No: 04782862539
ES – DMDA – COIR BOARD
S.
Name of the
No.
Beneficiary
B. Tamilnadu
Address of the Beneficiary
1
Kanya Kumari
Central Cooperative Societies
90, MS Road, Vedasary, Nagar
Coil – 629154
2
The Kappalankar
Coir Workers ICs
Ltd
Annamalai Adi
Dravidam Coir ICs
Ltd
Chinna
Krishnapuram
Coconut Fibre
extraction ICs Ltd
Ezudesam AD Coir
Works ICs Ltd.,
Kappalankers Post,
Polanchi Taluk
Coimbattore – 642109
Annamalai Post,
Polachi Taluk
Coimbattore – 642109
Chinna Krishna Puram Village
Periyakrishnapuram post
Attur Taluk Salem – 636115
3
4
5
6
7
8
9
10
11
12
13
14
15
Enayam Coir
workers Society
Kuttalmud Coir
Workers ICs Ltd.,
Painkulam Coir
Workers ICs Ltd
Mana Lilai AD Coir
Workers ICs Ltd
Kollenkode Coir
Workers ICs Ltd
Alagasamudram
Coir Workers ICs
Ltd
Banapuram Coir
Workers ICs Ltd
Vellalakurdam Coir
Workers ICs Ltd
Tamaraikualm Coir
Twisting ICs Ltd
Salem Central Coir
C
ti
Kalingapuram
Kanjampuram (post)
Nagercoil – 629154
Enayam Post
Nagar Koil - 629001
Painkulam Post
Nagar Koil – 629188
Manavilai Post
Nagar Koil – 629188
Kollenkode Post
Kujitharai Taluk
Near Salem Steal Plant (Post)
Thara Mangalam Road,
Salem – 636013
Kudhirakharanpudur,
Banapuram (Post)
Mettur Taluk
Salem – 636451
Veeranam Post
Salem – 636122
Thamarai Kulam Post
Polachi Taluk
Coimbattore
No – Ind. 648, Surnangalam,
S l
636005
Contact Details
Mr. E Swamy
Special Officer
Ph. No: 04652 –
276394
K K Racky Muthu
Ex – President
Mobile : 9952284423
Ravi chandran
Spl. Officer, ICO
Mobile: 992473819
Mr. G Rama Swamy
K Ramanan
Member
A Nirmala
Member
E Swamy
Special Officer
Ph. No: 04652-276934
M. P Mariya Arulappam
A Pal Raju
Member
P Babu
President
R Radha
Spl. Officer
Ph. No: 0427-2385698
K C Vaithi Lingam
Member
Jamuna Rani
Member
Maheswari
EX – President
Mobile : 9952368918
Jaipal Livingston
ES – DMDA – COIR BOARD
Co-operative
Society
Salem – 636005
ICO
Ph. No: 0427-2443523
ES – DMDA – COIR BOARD
S.
Name of the
No.
Beneficiary
C. Orissa
1
Address of the Beneficiary
Saraswati Mahila
Kata Shilpa
Samabaya Samiti
Limited
Adyashakti Mahila
Kata Shilpa
Samabaya Samiti
Kendeswari Mahila
Industrial Cooperative Society
Chandaneswar
Kata Shilpa
Sambaya Samiti
Dhatipanga , Kiadingiri Post
Block – Erasama
Jagatsinghpur
5
Allanahat
Gruhalaxmi Cooperative Society
Allanahat PO
Jagatsinghpur
6
Bayalish Mouza
Mahila Kattarilpa
Ltd.,
Govindapur Village
Jharakata PO
Bentkar
7
Nilakantha Coir
Industrial Coop
Society
Neelanehal Coir
Industrial Cooperative Society
Ltd
Radhakanta Coir
Co-operative
Society Ltd.,
Paikarabati,
PO – Gadana
Jagatsinghpur
Biragobeindpur PO
Via Sakhigopal
Puri Dist
2
3
4
8
9
Mangalpur PO, Puananga
Jagatsinghpur Dist.
Rench PO: Benboi
Puri Dist
Chandaneswar
PS – Bhograi,
Balasore
Karasa PO, Puri Dist.
Contact Details
Rabindra Kumar Panda
Advisor
Ph. No: 06722-234437
Mobile: 9937546929
Bandita Mohanty
President
Mobile: 9337691386
M Manik Bose
Secretary
Mobile: 9337622569
Jayanti Sen
Secretary
Mobile: 9437727433,
9438291985
Gobindra Chandra
Chand
President
Mobile: 9437290129
Manita Ratha
Secretary
Mobile: 9861150761,
9938457474
Devaras Mishra
Secretary
Ph. No: 06724266535
Kuntala Kumari
Acharya
President
Ph. No: 06752-222129
Prasan Ku. Routray
Secretary
Ph. No: 06752-240091
ES – DMDA – COIR BOARD
S.
Name of the
No.
Beneficiary
D. Karnataka
Address of the Beneficiary
1
Thengina Narina
Kushala Kaiganika
Sahakara Sanga
Thtagtur (v), Nittur Hobli,
Gubbi Taluk, Tumkur Dist.
2
Coir Industrial Cooperative Society
B H Road, Huliyar (V), C N Halli
Taluka, Tumkur Dist.
3
Sri Guru
Siddeshwara Coir
Industrial Cooperative Society
Coir & Coir
Products Produce
& Sales Industrial
Co-operative
Society
Thengina Narina
Kaigarika
Kelasagarara
Shakarika Sangha
Niyamitha
Mahila Tengina
Narina Kaigarika
Sahakari Sanga
Niyamita
Mahila Prathamika
Tengina Narina
Kangarika
Sahakara Sangam
Ltd
Halehorlapura PO, Srittur,
Harihera – 577601
4
5
6
7
Bommanakatte, Hiriyur Post,
Bhadravati Tq., Shivamogga Dist.
Karnataka State
Contact Details
Gidda Ganappa
President
Ph. No: 08131-235046
Mobile: 9448443331
Sh. Mallikar Junaian
Secretary
Ph. No: 08133-257374
Mobile: 9901282875
G Bogendrappa
President
Ph. No: 08192-242068
Veerabhadrappa
President
Mobile: 9448343208
S Varda raj Bhat
President
Hege (V), Kumta (Tal) Uttarkannada
Dist
Matadakari (V), Honnavara (Tal),
Umarakannada District
S Soma Shekar
Secretary
Ph. No: 08386-260476
Mobile: 9242532209
S Somashekar
Secretary
Mobile: 924252209
ES – DMDA – COIR BOARD
S.No
1
List of the State Agencies contacted
Name of the
Address of the
Contac details
Beneficiary
beneficiary
Coir Board
Coir House; MG
1. Mr. Mohan Nair, Marketing
Road
Manager
Cochi – 682 016
2. Mr. Ajith Kumar, Joint
Director
3. Mr. Vargesh, Marketing
Director
4. Mrs. Sudharama, incharge
of DMDA Scheme
5. Mr. P. R. Azit Kumar, SR
Accounts
6. Mr. Will Fread David –
Section Officer
Ph: 0484-2351807,88,954
Fax:0484-2354397
Email:[email protected]
2
Coir Directorate
Coir Director Office
Coir Bhavan
Trivendrum
Kerala
Hindustan
Coir,Kalavoor Post,
Akaoyzha
Kerala
COIRFED, No.69
P.B.No.4616,
Alapunza – 688012
Kerala
3
Hindustan Coir
4
COIRFED
5
The Kerala State
Coir Corporation
(KSCC)
KSCC Ltd
Alleppy
688012
Kerala
6
FOAM Matting
(India) Ltd
7
Coir Project Office
8
Tamil Nadu State
Coir Co-operative
Marketing
Federation Ltd
(TANCOFED)
FOAM Matting (India)
Ltd, Beach,
Alappunzha
688012
Kerala
Coir Project Office
Allupunzh
688012
Kerala
TANCOFED
New No: 189, Old No:
102, Triplicane High
Road, Triplicane,
Chennai - 600 005
1. Mr. Assin, Director
2. Mrs. Nalini Kumari (
Incharge of DMDA Scheme)
Ph:0471-2322046
1. Mr. T. Ravindran, S.S.O
(P.D)
2. Mr. Abraham A.O
Ph: 0477-2258339
1. Mr. K.R. Anil, Managing
Director
2. Mr. Syam Mohan,
Sr.Manager
Ph: 0477-2243627
1. Mr. Abraham Thomas,
Managing Director
2. Mr. Gruhm, Business
Manager
Ph: 0477-2243651,52,53,54
1. Mr. Ratnakumaran,
Managing Director
2. Mr. Senthil Prakash
Ph: 0477-1151172
1. Mr. Mathew Project Officer
1 Mr. S Parameswaran
Joint Director of Industries and
Commerce / Special Officer
ES – DMDA – COIR BOARD
9
10
Orissa Cooperative
Coir Corporation
Ltd.,
Karnataka State
Coir Cooperative
Federation Ltd.,
DIC Building
Bhubaneswar
Orissa
Bangalore
1. Mr. P K Mohathi
Managing Director
1. Mr. S Ramesh
Marketing Manager