Project Proposal

Income Generation of ST
Women through cultivation,
promotion and marketing of
Rose in Tribal area of
District Dehradun

PIA:
Info International Education and Welfare Society
246, Bankhandi Road Rishikesh,
Ph: 9897888321, Email: ceo@iiews.com
 Summary of the Project
Sl. Title Description
Income Generation of ST Women through cultivation, promotion
1 Title of the Project and marketing of Rose in Tribal area of District Dehradun.

2 One Year
Project Duration

3  
Project Location

Total No. of District 1

Total No. of Block covered 2

4 Project Coverage
Name of Blocks Block Kalsi & Chakrata
Total No. of Beneficiaries 200 Beneficiaries
Targeting beneficiaries ST women

Info International Educational and Welfare Society

246, Bankhandi Road, Rishikesh, District Dehradun - 249201.
5 Project Implementing Agency
Ph.: 0135 – 2430993, 9897888321
Email : infointernational.rks@gmail.com Web: www.iiews.com

6 Rs. 175.32 Lakhs

Total Project Cost
 Objective
• To enhance the income of ST women through cultivation, promotion and marketing of
Rose and its products.
 To generate self-employment of ST women through rose cultivation in the project area.
 To make the target group self-dependent.
 To generate market linkage and facilitate buyer seller interaction.

Project Duration
• Project duration is one year

Beneficiaries Details
Sl District Block Number of Beneficiaries

Kalsi 150
1 Dehradun
Chakrata 50
  Total   200
 Project Component
Sl. Items of work activities Duration Topics Covered
 Improved compost preparation
 Vermi-compost preparation
1
Soil Health Management 3 days  Application of bio-fertilizers
   Application of green manures
 Use of pot manure and liquid manure
 Use of organic mulches
Soil and Water
3 Conservation and Ground 1 day  Construction of water harvesting structures
Water Recharging  Pit digging
Bio-diversity
4 Conservation 1 days  Resilience to climate change-Integrated Natural Resource Management
   Use of Indigenous Technology

5
Nursery Development for
15 days  The training duration will be scattered in entire one-year period. Various inputs and technical
Rose how know provide to the beneficiaries by the experts.
6 Value-addition 15 days  Providing them necessary support structure for grading, packaging, quality control, value
addition, technical inputs.
 Marketing Strategy.
 Contacts will be made with the retailers/ wholesalers.
7 Market Linkage 3 days  Marketing of rural products through State level/District level/Block level Marketing
centers/other govt. infrastructure
 Knowledge sharing by participation of in exhibition and fairs. Use of mass media for
Advertisement etc.
9
Workshop on credit
1 day  A seminar on access to credit for target group will also be organized.
linkage  Lecture by official from relevant organizations.
 Consumer network
 Awareness building
Sustainability and scaling  Training and supply of inputs
10
up strategy
1 day  Strategies for awareness generation with regard to their rights entitlements under different
schemes
 Enhancement of the accessibility of land to women farmers
 Knowledge dissemination and skill up gradation among ST women farmers
 Project Approach
• 200 beneficiaries will be selected from Kalsi & Chakrata blocks of
Dehradun District
• Beneficiaries will be trained by the experts about the entire rose
cultivation process
• They will also be trained about the market linkage and sales of the
cultivated flowers
• End to end sale training will be imparted among the beneficiaries
in order to encourage the self-employment in the area
• PIA will channelize the remaining produce of the beneficiaries at
market cost
 Marketing Plan
The strategies proposed to be implemented for marketing of rural products is as under:
 Contact with Company/wholesalers/retailers: Contacts will be made with the retailers/ wholesalers. 
 Marketing of products through “UTTARA FRESH” brand: The consumers are more concerned with
the utility of the products. The brand name awareness is fairly high. A brand name and/or logo is very
essential for consumers so it can be easily remembered. Hence it is proposed that a brand with the name of
“UTTARA FRESH” will be developed for the marketing of farmer’s products.  
 Marketing of rural products through State level/District level/Block level Marketing centers/other
govt. infrastructure: The products will also be displayed and marketed through marketing centers which
are established at Block, Districts and State level.
 Participation of beneficiaries in exhibition and fairs: Participation of beneficiaries with their products
will also be ensured in exhibitions and fairs organized by various ministries/ Departments.  
 Use of mass media for Advertisement: Advertisements are essential part of product marketing.
Advertisement of products, efforts of women SHGs, uses and value in terms of medicine etc. will be done
through, print media, pamphlets/broachers etc.
 Project Expected Outcome
• Increase in the income of 200 ST families in floriculture on sustainable
basis
• Generation of employment for about 500 families
• Increase in skill and performance level of ST women in floriculture

• Increase in skill and performance level of ST women in floriculture

• Increase in soil health, fertility to sustain floriculture based livelihoods
• 200 ST women farmer can earn their monthly income up to 10000/- to
15000/- per month from Rose Cultivation.
• Entrepreneurial skills and capabilities of the target group would be
enhanced.
Thank you..