It was launched on 25 September 2014 by Union Ministers Nitin Gadkari and Venkaiah Naidu on the occasion of the 98th birth anniversary of Pandit Deendayal Upadhyaya. The Vision of DDU-GKY is to "Transform rural poor youth into an economically independent and globally relevant workforce". It aims to target youth, in the age group of 15 - 35 years. DDU-GKY is a part of the National Rural Livelihood Mission (NRLM), tasked with the dual objectives of adding diversity to the incomes of rural poor families and cater to the career aspirations of rural youth. A corpus of Rs 1,500 crore is aimed at enhancing the employability of rural youth. Under this program, disbursements would be made through a digital voucher directly into the student's bank account as part of the government's skill development initiative
Vision: Transform rural poor youth into an economically independent and globally relevant workforce
The Ministry of Rural Development (MoRD) announced the Deen Dayal Upadhyaya Grameen Kaushalya Yojana (DDU-GKY) Antyodaya Diwas, on 25th September 2014. DDU-GKY is a part of the National Rural Livelihood Mission (NRLM), tasked with the dual objectives of adding diversity to the incomes of rural poor families and cater to the career aspirations of rural youth.
DDU-GKY is uniquely focused on rural youth between the ages of 15 and 35 years from poor families. As a part of the Skill India campaign, it plays an instrumental role in supporting the social and economic programs of the government like the Make In India, Digital India, Smart Cities and Start-Up India, Stand-Up India campaigns. Over 180 million or 69% of the country's youth population between the ages of 18 and 34 years, live in its rural areas. Of these, the bottom of the pyramid youth from poor families with no or marginal employment number about 55 million.
The National Policy for Skill Development & Entrepreneurship 2015 has identified a skills gap of 109.73 million in 24 key sectors by the year 2022. This number cannot be achieved without addressing the BoP 55 million from rural India. Also, a FICCI and Ernst - Young study published in 2013 identified a shortage of over 47 million skilled workers across the globe by 2020. This presents an unprecedented opportunity for India to train its BP youth population and place them in jobs across the world and realize its demographic dividend.
DDU-GKY takes pride in its partners and their ability to add value. Innovation from partners is encouraged to build scale and capacity... its unique implementation structure involves partners, who are by nature, committed to changing lives and are experts in their areas, they form a part of the Skilling Ecosystem integrated by DDU-GKY. Partners are supported through investment, capacity building, strategies for retention, linkages to international placement and technology support for training purposes.
DDU-GKY is presently in 21 States and UTs, across 568 districts, impacting youth from over 6,215 blocks. It currently has over 690 projects being implemented by over 300 partners, in more than 330 trades from 82 industry sectors. Over 2.7 Lakh candidates have been trained and over 1.34 Lakh candidates have been placed in jobs so in the course of the last financial year. From 2012, DDU-GKY has so far committed an investment of more than INR 5,600 Crores, impacting rural youth pan-India People under the age of 15 - 35 can engage directly in three ways, as Champion Employers, as Captive Employers and through Industry Internships.
Employers who can train and place 5,000 or more rural poor youth in 2 years are eligible to partner with us as 'Champion Employers'. Subsequently, during the tenure of the MoU, they need to train and employ or place a minimum of 2,500 rural youth annually.
Who should consider becoming Champion Employers?
Does your business employ or place blue or gray collar employees in large numbers? Are your employees the engine of growth and/or rapid expansion? If your answer is "Yes", then you should definitely consider partnering with DDU-GKY as Champion Employers.
You could be a retail chain, rapidly expanding and opening new stores in different geographies or a security and facilities management provider entering new markets and territories and even a rapidly expanding logistics company, partner with us to leverage the benefits of a skilled workforce.
Read about one of our Champion Employers hire. Understand more about how partnering with us benefits your business.
What does being a Champion Employer entail?
Champion employers engage with us through an official Memorandum of Understanding (MoU). Usual responsibilities of Champion Employers:
Usual responsibilities of DDU-GKY:
Businesses who can employ 500 or more in their own organization or one of their subsidiaries and have suitable in-house training facilities, are eligible to partner with us as Captive Employers
Who should consider becoming Captive Employers?
If you or your group businesses need manpower to grow and fulfil your business goals, and you have ready training facilities, then you should consider becoming a Captive Employer with DDU-GKY. You could be a security service provider, rapidly expanding in different geographies or an industry with planned expansion in your factory or even a rapidly expanding logistics company, partner with us to leverage the benefits of a skilled workforce.
What does being a Captive Employer entail? Captive Employers engage with us through an official Memorandum of Understanding (MoU).
Usual responsibilities of Captive Employers:
Usual responsibilities of DDU-GKY:
Businesses that employ a large number of skilled workers, and need to rapidly increase their workforce to grow their businesses can engage with DDU-GKY using the Industrial Internships approach. Herein, DDU-GKY offers an easier engagement where the business needs to assure absorption of candidates.
Who should engage with DDU-GKY in Industrial Internships?
A skilled, labor intensive business which needs to add workforce to scale, but does not have any training facilities can engage with DDU-GKY in the Industrial Internship mode. For instance, if you are a business specializing in handicrafts and you need skilled workers to build scale. If you can ensure learning on-the-job, then you should choose the Industrial Internships route. Herein, DDU-GKY ensures access and retention of candidates for a period of 12 months through financial support. All you need to do is to employ the candidate after the completion of 12 months at a minimum salary of Rs. 10,000/- per month.
Strategic HR and DDU-GKY
Talent, today plays a large role in the success of an organization. People who are capable in domain skills and can work in teams, interact with each other meaningfully, commit to goals and perform productively constitute talent. But where do you find talent which is ready to work from day one? This is where DDU-GKY comes in.
If you are an HR leader, and can predict the talent needs of your organizations for the coming 12 months, then you should consider talking to us. Why? Because DDU-GKY currently has nearly 1,100 training centers offering courses in over 82 sectors covering over 330 job-roles. We are a progressive team who can engage with you, involve you in our training programs, allow you to customize training to suit the specific needs of your organization for a promised number of jobs through the year.
We have some of the best institutions as our training partners, like Pearson IndiaCan, a part of Pearson Group, the global leader in education & training or Don Bosco Group or AISECT or Centum Workskills and over 300 others to choose from. We have also pioneered standards in skill training to ensure quality in processes and outcomes. Modern equipment in training centers coupled with training hours in soft skills, functional skills and computer literacy and work readiness modules, our training partners ensure that rural youth who qualify are ready to work from day one.
Our training partners are also eager to engage with and involve your functional teams into training programs by way of guest lectures, industry visits, case studies and interactions to ensure that you have the opportunity to fashion young minds as well as choose the most suitable candidates from an eligible talent pool.
To reduce poverty by enabling poor for households to access gainful and sustainable employment through employment that provides regular wages.
SKILLING AND PLACEMENT UNDER DDU-GKY
Approach of DDU-GKY
SPECIAL COMPONENT OF DDU-GKY
Full social inclusion of the candidates is ensured by the mandatory coverage of a socially disadvantaged group. 50% of the funds would be earmarked for SCs and STs, 15% to minorities and 3% for persons with disabilities. One third of the persons covered should be women. Regional inclusion of candidates is enabled through a special sub scheme for the youth of Jammu and Kashmir called Himayat, which more operates under ASDP for a state which covers urban as well as rural youth and Below Poverty line (BPL) as well as Above Poverty line (APL) persons. Moreover, Roshni - a special scheme for tribal areas and critical Left Wing Extremist (LWE) affected districts with separate guidelines has been launched that takes into account the peculiar situation in selected critical LWE districts. Particularly, it provides training for different time periods.
IMPLEMENTATION MODEL UNDER DDU-GKY
DDU-GKY follows a 3-tier implementation model.The DDU-GKY National Unit at MoRD functions as the policy-making, technical support and facilitation agency. The DDU-GKY State Missions provide implementation support; and the Project Implementing Agencies implement the program through sculling and placement projects.
Project Funding of DDU-GKY
DDU-GKY provides funding support for placement linked Skilling projects that address the market demand with funding support ranging from Rs. 25,696 to over Rs. 1lakh per person, depending on the duration of the project and whether the project is residential or non-residential. DDU-GKY funds projects with training duration of 576 hours (3 months) to 2304 hours (12 months). Funding components under DDU-GKY funds a variety of skill training programs covering over 250 trade sectors such as Retail, Hospitality, Health, Construction, Automotive, Leather, Electrical, Plumbing, Gems and Jewelry etc. The only mandate is that skill training should be demand based and lead to placement of at least 75% of the trainees.
In funding projects, priority is given to PIAs offering:
Process flow for the conduct of outcomes based Training Assessments and Certifications for IT-ITeS Qualification Packs by IT-ITeS Sector Skills Council NASSCOM under DDU-GKY Scheme
Key features of DDU-GKY
Multi-Partner Approach: DDU-GKY is mindful that it must engage the support of multiple partners to ensure success and maximize on the investment made in time and resources. In order to energize and build mass support as well as create awareness amongst the rural youth, The DDU-GKY projects are market linked and implemented in PPP mode. The involvement and partnership between civil society organizations, Educational institutions, apex skill partners and regulating organizations, the Government and Private organizations, ensures that DDU-GKY can leverage on the strengths of all and achieve transformative change.
framing and assessment support is through NCVT (National Council of Vocational Training) or SSCs (Sector Skills Councils). Industry partnerships allow access to new technology and on the job training. There are dedicated training hours for soft skills, spoken English and basic computers, in residential as well as non-residential well equipped campuses, with adequate technology as per industry standards. Our team makes unrelenting efforts to make sure that we can achieve a minimum placement of 70% of the project target of all trainees, through the support of our training partners and employer engagement. With a minimum recommended monthly salary of INR 6,000/- (varying based on training acquired).
Focus on sustainability:
Industry interactions have emphasized the need for training in soft skills, team working etc., as more important than domain skills, which they learn on the job. To ensure that candidates can perform in their work areas as well as assimilate into the organization and society, DDU-GKY has mandated a minimum of 160 hours of training in soft skills, function English and computer literacy. Additionally, a finishing module called Work Readiness training is suggested to ensure that trained candidates hit the ground running wherever they join.
A retention strategy is just as important to us and we have put in place mechanisms to track performance post placement, salary top-ups to candidates through DBT, incentives for training partners in the achievement of outcomes in retention & progression and a framework for the establishment and operations of a migration support center.
Benefits to candidates are in the form of free training, free uniform, free course material, free lodging and board in case of residential programs, reimbursements of expenses in non-residential programs, post placement salary top-ups every month for 2-6 months depending on location of placement and placement for at least 70% of all trained with a minimum salary of Rs. 6,000/- per month (as cost to company).
Quality Assurance Framework:
Introducing predictability in government process by defining minimum service level benchmarks and standards, controls & audits, defaults and remedial actions to reduce Inspector Raj in an all pervasive quality assurance framework comprising of the Guidelines & Standard Operating Procedures (SOPs). The high point of the framework is the inclusion and self-regulation, with assigned role and responsibilities for Q-Teams within the PIAs.
Additionally, transparency and accountability are fostered through the end-to-end implementation of Public Financial Management System (PFMS) as the channel for fund disbursals and audits. This allows DDU-GKY to invest in capacity building in the private sector, front-loading 25% of the training costs so that PIAs are not constrained to invest in quality training centers.
Employing Technology in implementation:
We understand the global and local importance of exposure to technology, and how it not only unites us, but also makes providing training and the monitoring and implementation of projects seamless. DDU-GKY through its training partners has employed the following
Key Challenges and Future Vision India is a country of large numbers. From recruiting enthusiastic aspirants to finding economic opportunities of sufficient scale constitute the key challenges faced by DDU-GKY everyday. The Ministry's vision to support every single one of the estimated 55 Million rural youth from poor families within the next 15 years, and bring them out of poverty in a sustainable manner. This is a BIG challenge.