Parivarthanam
An integrated and self-sustainable development project to
support thousands of aspiring youth and their family, belonging
to marginalised fishermen/dependant community, and lift them
to a respectable living standards. It also envisages to save
around 20 Crores of Litres of Kerosene every year and protect
the environment from marine and air pollution, with a long
term goal to switch over to electric propulsion. It offers equal
opportunity for women to become entrepreneurs in fish and
related sectors, will create a platform for aqua-farmers/ similar
producers to sell their fresh and pure produce, directly to the
customers across Kerala, encourage Solar electricity production,
etc.
The Concept
A community consisting of traditional fishermen, fish farmers and others directly connected to the same industry continue to be a marginalised section of our society. The youth from these communities - college dropouts or those who fail to graduate from their professional colleges due to various reasons and the migrant work-force in Kerala being currently repatriated due to Covid-19 pandemic - are the direct beneficiaries of this project.
It is estimated that around 80% of the students enrolled in engineering and similar professional colleges are not completing their course on time due to multiple backlogs papers/subjects, and they end up on a dead-end of their education and career. Such students, called as ‘aspiring and fresh youth’ in this report, from the economically backward families of the focus group, suddenly find themselves in an
extremely difficult dual task where they are expected to repay their education loan as well as support their families. In turn, they are forced to take up menial / manual labour for survival and in the process pushing themselves to a trap of never accomplishing their professional dream.
There is a dire ‘need’ to create a sustainable source of income for this group of youth which is sufficient enough to support their livelihood and help them to continue with their studies until graduation. This ‘need’ demands a business model through which sustainable jobs are to be created and the ‘aspiring and fresh youth' skilled appropriately to take up such created jobs. The model also needs qualified team leaders, who apart from leading the business, shall guide, motivate and monitor the team members until they complete their graduation and exit from
the business model. This will become the biggest achievement of the project.
The ‘Parivarthanam’ project is all about fulfilling the above need by creating a parttime job, that will financially support their family, repay their education loan and fund to continue their studies by investing 2 to 3 hours daily. The students can
utilize their out of work time for the study for their backlog papers and up-skilling.
Highlights of the Project
• Creating opportunity for the youth from the targeted community to become
an entrepreneur.
• Creating opportunity for the Keralite work-force being currently repatriated
due to Covid-19 pandemic.
• Motivate and coach professional stream drop-outs and students with
backlogs to complete their backlogs till they graduate and qualify.
• Opportunity for professional students to add additional skill training in their
chosen field as per NSDC programs.
• Promote Skill training and employment generation in the food processing
sector.
• Ensuring a secured market price for the fishermen's catch, irrespective of the
time of the day. This will prevent a wastage of almost 20 crore litres of fuel
every year, with a corresponding saving of around 5.108 Tons of CO2 (Carbon
Credit Units).
• Water pollution due to kerosene, diesel and off-spec lubrication oil.
• Fishing activity will be stress-free and more relaxed, as their price is secured.
• Approximate 30% of profit (reserve fund) will be given back to the fishermen
and farmers during their lean season.
• Will reduce motor power requirement and thereby reduce the cost and
maintenance of power motors (prevention of power escalation).
• Quality of fish to the end-user will improve as a result of better handling and
preservation methods followed by the fishermen without adding to the cost.
• Inland Fish farmers can be integrated into the project thereby getting a
platform to sell their produce.
• Creating a scalable model in food products complying with the international
standards in food handling and preservation.
• Conversion of conventional OBM to Electric OBM
• Other projects like rooftop solar, modern fish farming, wellness based
tourism to help the state in rebuild Kerala and to make Kerala the most
preferred 'Wellness Destination' of the World
The Project
This will be tripartite project operating in a start-up model, where Government of Kerala, through
KSCADC, as the first party, Government of India through CIFT as second party and Mr. Roy V
Nagendran, CEO for SatM and his team as the third party.
The objective and role of KSCADC is to handhold and promote this model put forward by Roy V
Nagendran for the benefit of fishermen, the fish consuming general public of Kerala and the
unemployed youngsters of Kerala who look for employment and up-skilling.
The objective of CIFT is to ensure the quality of the fish and related products to be the best
throughout the business cycle until it reach the end user consumer.
The third-party will develop and operate the entire systems for this project with the support of the
two other parties. An initial financial assistance from the first party, to the tune of around 10 Lakhs
as initial kick off expenditure and approximately 5 Lakhs to the fishermen community to procure
specified ice boxes are the only meagre investment required from GOK. These amounts can either
be considered as grant for the project and included in the provisions of any of the ongoing welfare/
community development programs of the government. The total operation will be designed,
manned and managed by the third party. KSCADC will be monitoring and meandering the project
with statutory government norms and CIFT will ensure the quality of procurement, processing and
products.
The Operator (third party) is a team lead by Roy V Nagendran, a 30 plus years experienced man in
fisheries sector along with a team of well experienced people in fisheries, management, and
related industries.
CIFT will assist the project initially as its social responsibilities to the nation.
After six months, this project will become financially self-supported and become an autonomous
entity.
Fixed price system in the marine sector will help traditional fishermen to reduce fuel consumption,
as they need not hurry to reach the auction hall. Maintenance cost for the outboard engine also
will come down and those who are using two engines can spare one. As they are using ice fish at
the fishing spot, the shelf life also will be improved many folds and the fish will no more be a highly
perishable commodity. This may help the traditional fishing sector to save around 20 Crore litres of
Kerosene every year, reducing the pollution in the atmosphere and sea, which is equivalent to
around 5.108 Tons of CO2 (Carbon Credit Units).
Procurement
Procurement will be directly from fishing boats owned by traditional fishermen societies, who will
be trained by Central Institute of Fisheries Technologies (CIFT) to follow eco-friendly fishing
methods and modern quality management practices. The fresh catch, stored in insulated boxes,
will be opened only at a high quality receiving and weighing hall, located away from the harbour in
order to ensure minimum handling and contamination. Price of fish will be fixed as per market
conditions by a competent body and one representative form Fishermen society will accompany
the cargo to the weighing centre to ensure the quality and quantity of their catch. Initially, the
project intends to cover the coastal region stretching from Trivandrum to Alappuzha. Following the
above handling and storage protocol, developed by CIFT for fresh fish export to EU nations, is the
best protocol available today and will ensure the same export quality for fish that reach our
domestic customers. This will be a game changing step towards food safety and to prevent
adulteration followed in fish trade.
The project also will make arrangements to procure farmed fish on a long term contract basis from
the aqua-farms in and around Kollam and to import high-quality frozen fish, when the supply of
the local catch or farms are in short supply. A live fish sale is also planned in phase 3.
Processing
Cleaned ready to cook fish will be the first product the project will introduce. Value-added and
processed fish products will be introduced through the network during the Phase2. Dry fish,
Pickles, Marinated Fish, Cutlets etc. are some of them. Fish Curry, packed in a retort pouch, which
can be stored for two years in room temperature is relatively new to our market.
The fish will be processed and packed at a processing centre designed by CIFT complying with
protocols and norms as set by European standards. The personnel employed for processing will be
trained by CIFT in batches. This training will be aligned with the NSDC (National Skill Development
Corporation) syllabus for food processing and therefore a certification by NSDC is also possible.
This certification is expected to be mandatory, country wide, for all personnel involved in food
processing industry, in the near future, and voluntarily going for such a certification will make
Kerala another role model for the entire nation.
The protocol requires that the ice used in the entire process edible. Integrating traceability into the
system will help quality management system to trace the source of the fish and pin point any
issues or corrections as required.
For the sake of end users, very innovative quality self check option, developed by CIFT, will be
incorporated on the fresh fish packet. This is an auto colour changing strip, which when the fish is
fresh will be slightly yellowish and will turn red if any slightest change in condition of the fish inside
the packet. This will help the end user to check and ensure that what they buy is fresh.
Sales & Marketing Network
Sales to end user are carried out through outlets that will be opened in strategically selected
locations/ regions, as per following criteria, with clearly marked geographical boundary to avoid
clash between two neighbouring outlets.
• Panchayath : 1-2 Numbers
• Municipality : 2-5 Numbers
• Corporation : 5-15 Numbers
The above will be also based on the population (household) density.
These outlets are given to the selected youth, with a priority given to the targeted community and repatriated Keralites who lost their jobs due to COVID -19 pandemic. Outlets will have a unique style and design in line with corporate identity.
These outlets will sell fish and fish products to walk in customers as well as sales diverted through the online platform, that will be developed exclusively for this purpose, depending on the customer’s proximity to the outlet or his choice as indicated at the time placing the order. There will be a back end customer support team to assist the online sales. They will be trained for handling customers, address complaints and to use sales tools. These teams, along with the entrepreneur, will do the prospecting of the customers in their assigned geographical region, collect end user preferences, likes, dislikes, educate them on the advantages of the new system and encourage them to sign up/ register through the end user application or web portal.
The selection of the team to run an outlet will be the responsibility of the entrepreneur. They will be advised and guided, if required, in their recruitment process and they will be required to recruit educated youth from their area of operation in line with the established objective of this project. As part of social responsibility, we will provide NSDC approved training to the team selected in Sales and Customer Care with a focus on online sales. This will help the young team to garner additional skills, which will eventually help them to find better jobs once they exit from the project in the near future.
If available, the entrepreneurs will be encouraged to recruit as many as Engineering dropouts in to their team. It is estimated that about 80% of engineering students who have existed from engineering colleges without completing their course or with multiple back log papers. The project also envisages to offer free online coaching to those students in their free time, for their respective engineering subjects, as a group.
Team Leaders
A Team leader, in order to be a role model for the ‘aspiring and fresh youth', shall be professionally qualified with sufficient exposure to the best practices followed in the world market place, with
proven ability to command respect, assume the role of a mentor in order to lead, guide and
nurture the team of youth assigned to him/her.
The Team will be made up of mostly with youth who were enrolled in engineering and similar professional colleges but did not complete their course on time due to multiple backlog papers/subjects, and have ended up on a dead-end of their education and career.
Skill Training
The Project plans skill training and employment generation for the ‘pre-mature professional’
youth - appropriate and suitable for their gender - in food processing, and other similar sectors
that offer potential. The ‘premature professional youth' will be trained in their respective areas as
per industry norms and as per NSDC (National Skill Development Corporation) guidelines, where
applicable, which can lead to GOI certified Diplomas and Certificates, eventually enabling them to
take up employment across the country and overseas.
The skilling courses offered by NSDC can be selected based on the aptitude and basic qualification
of the youth and this, in turn, will motivate them to branch out into various sectors that'll catapult
their lives and secure their future. The training provided to these youth will mould them to be
confident and motivated entrepreneurs who can venture out into a field suitable to their aptitude.
The project also envisages a placement cell to co-ordinate with various sectors, across the country, to employ the trained youth according to their merit and capability.
Once they complete the skill training, these youngsters can:
• Get appropriate jobs in their respective profession, like Electric OBM conversion/ Assembling, Rooftop Solar project etc
• Start a network of Seafood kitchens (CIFT certified)
• Market processed and semi-processed agricultural and aquatic products.
• Start modern aqua-farming and related industries
• Process aquatic products to international standards and norms.
• Create and market ready-to-eat branded products.
• Build sustainable online platforms to extend the customer base, market spread and revenue for all the traded products.
• Start projects in Tourism, hospitality, Beauty and Wellness sectors.
Advertising & Promotion
A team of professionals will lead the advertisement and promotional activities. The public relations team will work closely with mass media for effective support and propaganda. Social media will also be utilised efficiently.
IT Division
The total operation is planned through an ERP software for the most efficient and transparent operation. Major sales of the product is also through online using a mobile application. An inhouse software development team also will work in hand with the external development team.
Personnel
All employees/staff in this project will NOT be salaried. They will be paid as commission/piece rate/daily wages. Manning will be done by the operator except for the monitoring personnel by KSCADC and quality management team by CIFT.
Finance
This will be a self-sustainable model. The initial funding required to take off this project will be
given by KSCADC as an assistance. All the major capital investment required will be provided by
KSCADC, from its un-utilised or under utilised investments initially to fulfil the objectives (better
price for the fish producers, additional employment generation and high-quality fish/food products
to our customers). For this, a user fee will be paid to KSCADC from this operation.
The rest will be
arranged for rent or lease initially and will be added on later from Operator's account.
Will arrange a bank loan for the entrepreneurs, if required. The working capital account of the
project and the entrepreneurs will be in the same bank. This is to make the financial transactions
more transparent and for the ease of operation. The total operation will have a separate bank
account and will function independently with the monitoring of KSCADC till it become financially
self-reliant and become an autonomous entity.
Impact Study
An impact study for the project will be needed to assess the positive changes enabled by this project
in the following areas:
• Marine fishing sector
• Pollution level in Marine waters due to OBMs
• Atmosphere pollution in that area
• Kerosene consumption in the traditional fishing sector
• Engine power usage
• Improvement in fish handling and quality of fish
• Standard of ling of fishermen community
• Inland fish farming
• Local fish trade/ distribution
• Employment generation through this project
• Impact on the premature professionals
This impact study can be carried out by CIFT.
Other Skill Development Programs
An awareness campaign to the beneficiaries and well-wishers with the support of local authorities and other social organisations.
An initiative with Kerala Technical University to support the Engineering students to clear the backlogs, who are participating with this Project.
• Understand the areas to be improved.
• Online tuition supports for the B Tech subjects.
• Properly communicate exam schedule and exam registration.
• Counselling and preparation for examinations.
• External NSDC Skill training and support for those who qualify B Tech course.
• Finish school / guidance to get an appropriate engineering job as per their qualified skill and interest.
Considering the social relevance of the project, it is the duty of the Government to support and help implementing this project. A project, with all the ingredients for success, is capable of adding another feather on the State’s cap; a state proud to be a role model in many areas of public welfare and destined to be 'Global Destination' for Wellness and Goodness.