In order to rapidly change Women's role in the agriculture sector, ITC has started facilitating rural women in forming Self Help Groups (SHG) to venture into sustainable agri-business models. One such successful Women Self Help Group is theÂ Coco Peat Production OrganizationsÂ in Mysore & West Godavari districts of Karnataka and Andhra Pradesh respectively. Generally, farmers purchase coco peat (the medium used to grow seedlings) from input suppliers where the product is handled by various players increasing the final cost and decreasing the quality of the product.
Understanding the business potential in locally manufacturing coco peat, ITC backed rural women in starting their own coco peat manufacturing and supply unit. The coco peat produced by the women SHGs guarantees high-quality product with the right mix of chemical composition for growing a good plant, cost savings for farmers and ensuring reliable, timely supply.
Under this model, women work only 3 to 4 Hours per day for a period of 4 months with an income generation of Rs. 10,000/- per month. The Programme aims at enabling women to earn independent sustainable incomes has a positive impact on their families and communities as it is spent largely on their children's education, health and nutrition and is a powerful catalyst for gender development and supporting social inclusion.