ORMAS

Orissa Rural Development and Marketing Society

Orissa Rural Development and Marketing Society (ORMAS), an autonomous

body under Panchayati Raj Department, Govt. of Orissa, was constituted in
1991 under Societies Registration Act, 1860 to facilitate marketing of
rural products and thereby improving the economic condition of rural
artisans and producers. The counterpart of ORMAS at District level
known as District Supply and Marketing Society (DSMS) plays an active
role as a catalyst for providing all kinds of training, capacity building and
marketing support to rural artisans and producers. DSMS also works as a
facilitating agency for implementation & monitoring of Swarnajayanti Gram
Swarozgar Yojana (SGSY). Till 2006-07, there were only 23 DSMSs in the
State out of which 16 were functional. However, in order to give a major
boost to marketing of rural products, the State Govt. in 2007-08 created
DSMSs in all the remaining Districts and made them functional (except
Bhadrak and Deogarh).

ORMAS/DSMSs activities to facilitate marketing

ORMAS and DSMSs have been

successfully operating since last
15 years for establishment of a
strong marketing network for
rural produces. The main
functions of ORMAS/ DSMSs are

? Organising exhibitions such

as SISIR SARAS, Gramshree
Mela, Pallishree Mela, etc. at National, State and District levels for
display and sale of rural products.

? Facilitating bulk purchase of rural produces by establishing

institutional / corporate tie-ups.

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 ? Helping rural producers in improving their product quality by
introducing appropriate technology, product diversification & value
addition, packaging, certifying & branding of products e tc.

Permanent Marketing outlets

To promote marketing of rural products of Orissa, three permanent

selling out-lets have been allotted by Govt. of India to ORMAS in
New Delhi. The products of SHGs and Artisans of different
districts will be displayed and sold on rotation basis.

Exhibitions

The details of exhibitions organized by ORMAS/DSMSs in 2006-07 and

2007-08 are given below:

Exhibitions organised during 2006-07

? No. of exhibitions - 14
? Total SHGs participated - 2403
? Total E xpenditure - Rs.134.29 lakhs
? Total S ales - Rs.534.89 lakhs

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 Exhibitions organised during 2007-08

Place/ Period Name of Occasion Funds Sanctioned/Spent Worth of

District the for organizing the products
Exhibition Exhibitions Sold
CAPART/GOI ORMAS Total (In Lakhs)
/ DC(H)
Sambalpur 17th – 22nd Gramshree Sital Sasthi 4.50 10.50 15.00 18.00
Jun ’07 Mela
Puri 15th – 24th Gramshree Car Festival 5.00 17.80 22.80 71.00
July ’07 Mela
Angul 16th – 22nd Pallishree Biswakarma Puja 7.25 7.25 79.50
Sep ’07 Mela
Rourkela 2nd – 11 th Gramshree Durga Puja 7.50 7.50 86.40
Oct ’07 Mela
Dhenkanal 28th Oct – Gramshree Gajalaxmi Puja 4.50 10.50 15.00 152.50
4th Nov ’07 Mela
Paradip 23rd – 29th Gramshree Kalinga Bali 3.30 7.90 11.20 92.70
Nov ’07 Mela Yatra
Cuttack 24th Nov – Gandhi Bali Yatra 16.30 2.20 18.50 183.00
2nd Dec ’07 Slpa Bazar
Bolangir 5th – 9th Pallishree Lok Mahotsav 3.25 3.25 58.20
Nov ’07 Mela
Koraput 16th – 20th Pallishree Parab 6.00 6.00 94.50
Nov ’07 Mela
Kendrapada 26th – 31st Pallishree Gajalaxmi Puja 2.00 2.00 3.20
Oct ’07 Mela
Nawarangpur 1 st – 5th Pallishree Mandei 2.00 2.00 7.40
Nov ’07 Mela
Jharsuguda 1 st – 5th Pallishree Zilla Mahotsav 2.00 2.00 4.50
Jan ’08 Mela
Gajapati 27th – 31st Pallishree Gajapati Utsav 2.00 2.00 8.40
Dec ’07 Mela
Kalahandi 14th – 18th Pallishree Kalahandi Utsav 4.00 4.00 22.50
Jan ’08 Mela
Bargarh 12th – 22nd Pallishree Dhanu Yatra 1.90 1.90 7.60
Jan ’08 Mela
Keonjhar 19th – 23rd Pallishree Kali Puja 2.00 2.00 7.50
Jan ’08 Mela
Jajpur 27th Dec’07 - Gramshree Zilla Mahotsav 4.20 9.80 14.00 86.70
3rd Jan ’08 Mela
Bhubaneswar 10th – 20th Sisir -- 20.00 10.00 30.00 142.70
Jan ’08 Saras
Banki, 22nd – 24th Pallishree Ansupa Lake 6.09 6.09 6.30
Cuttack Feb ’08 Mela Development
Bhubaneswar 5th – 15th Gamshree Panchayati Raj 7.50 19.20 26.70 72.80
Mar ’08 Mela Diwas
Total 126.39 199.19 1238.40

MOU signed with CAPART for 5 Gramhree Mela in a year for 3 years

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ORMAS moves with Corporates :
Corporate tie-ups with:
? Honey – Dabur India Ltd. Kolkata & Aryan International, New Delhi
? Leaf Cup & Plates – M/s Eco Plates, Nasik
? Agarbatti – Jayanti Domestic Products Pvt. Ltd., Kolkata –
a manufacturing unit of ITC Ltd.
? Dal – NALCO Employees Cooperative Society Ltd., Angul
? Dhocra & Tribal Jewellery - Paradeep Port Trust; OTDC; Tribes India,
GOI, New Delhi; Hindalco Industries Ltd., Sambalpur

Implementation of Special SGSY Project

ORMAS implemented a SGSY Special Project, for Creation of an

Integrated Network for Marketing of Rural Products in KBK, Boudh and
Nayagarh districts of Orissa. The pro ject aimed at creating sustainable
livelihood for 20,000 families in 2000 villages of the target area by March
2008.

The project helped in developing sustainable livelihood for 2000 selected

Self Help Groups. The following table shows the achievements of the
programme.

Sl. District SHG SHG SHG No. of Remarks

No Formed Provided Provided CFC
with with IG ***
RFA* Fund ** Created
1 2 3 4 5 6 7
1 Bolangir 220 200 146 11 6 onion storage go-
downs (50 MT), 5
storage-cum-processing
centers, 2 Dal
processing machines,
102 ground nut auto
feed machines, 1
turmeric grinder.
2 Boudh 149 96 52 5 2 LCP units , 3 dal
processing units.
3 Kalahandi 226 226 85 12 2 electric operated Dal
processing centers, 5
onion storage go-downs,

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 24 hand operated Dal
processing machines, 1
transit go-down -cum-
training centre
4 Koraput 200 164 149 22 22 Dal processing units
5 Nowrangpur 165 149 130 9 4 LPC and 5 Dal
processing units.
6 Nayagarh 190 171 20 5 1 LPC & 4 Dal
processing units
7 Nuapada 229 205 143 162 161 small structures
(2MT capacity) and 1
onion storage godown
(50 MT capacity)
8 Rayagada 200 200 84 9 13 Dal processing and 2
LPCM units
9 Sonepur 200 200 98 1 Handloom units
Total 1779 1611 910 236

*RFA : Revolving Fund Assistance **IG : Income Generating, ***CFC : Common Facility
Center , LPCM- Leaf Plate & Cup Making.

Dal Processing - a major activity in KBK districts

In KBK districts of Orissa ORMAS has District Dal supplied Target

opened avenues for self employment to Govt. by for year
SHGs 2006 2007
opportunities for the SHGs. Raw Kandul (in Qtls.) (in Qtls.)
Dal of the locality is processed in the dal Koraput 3018 4004
processing units managed by self help Rayagada 1560 2709
Kal ahandi 775 4452
groups and is supplied mainly to the Govt.
Nabarangpur 530 1750
for Mid-Day -Meal & Emergency Feeding Gajapati 548 770
Programmes in the districts. Total 6431 13685

This initiative is not only yielding good

income to Dal processing SHGs, it has
also resulted in increase in the
procurement cost of Raw Kandul from
Rs.8 - 10/k.g. in 2001 to Rs.18 - 20/k.g.
in 2007 – thereby giving more money to
the producers.

Establishment cost of Rs.40.00 lakhs sanctioned by Govt. of Orissa as Granin-in-Aid to

meet the Administrative cost of ORMAS.
Rs.5.00 lakh for Admn. Cost of DSMS & Rs.2.00 lakhs for organization of exhibition from
each DRDA
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Shakti Gaon Project

ORMAS has taken an initiative to bring corporate bodies like IOCL, BPCL
and HPCL to collaborate with SHGs to become their rural retail partners.
ORMAS at the state level is coordinating with these Oil and Gas
companies, whereas DSMSs are being appointed by these corporate bodies
as the dealers at the district level. DSMSs extend this dealership to the
SHGs which provides them supplementary source of livelihood.

Presently the Shakti Goan project is being implemented by DSMS, Ganjam,

Jagatsinghpur and Myurbhanj in collaboration with IOCL. Similarly in
Sundergarh and Dhenkanal, this project is being implemented in
collaboration with BPCL. The achievements under the projects are :

District Month of No. of No. of Business

Implementation SHGs connections Turn-over
involved so far (in Rs.)
2006 2007
Ganjam February 2005 26 4560
Jagatsinghpur August 2005 09 3364
Sundergarh May 2005 11 1660
Mayurbhanj May 2005 06 1028
Dhenkanal BPCL has awarded the dealership to
District Supply and Marketing Society,
Dhenkanal.

ORMAS Products

Leaf Cup plates, Honey, Onion,

Dal, Broom, Turmeric, Spices,
Dhocra, Tribal Jewellery,
Handlooms, Handicrafts etc.

Good demand of ORMAS

products have been found in all
the exhibitions organized by
ORAMS. Initiatives have also
been tak en towards AGMARK
certification.

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Creation of Zonal Offices

For effective supervision and monitoring of the activities of the

DSMSs, five Zones have been created at Cuttack, Khurda,
Sambalpur, Koraput and Baripada. Zonal offices have already been
made functional w.e.f. 1s t April 2008. Experienced officers of
ORMAS/DSMSs have been designated as Zonal Managers.

ORMAS office moves to SIRD Campus

ORMAS office has been

shifted to SIRD Campus,
Unit – 8, Bhubaneswar and
started functioning from
1st May 2007.