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Till the other day the Youth services meant only involvement of youth in sports, social and cultural activities. Gone are those days when the Directorate Of Youth Services in the State Government took pains to enlist youth in voluntary social, cultural and sports activities. The focus is now not in just keeping the youth busy with extra-curricular activities but also to prepare them to face the challenges of future- employment, research and life after academic career.

The focus of the Youth Services Department is to encourage students to take up vocational training and also skill development programs.  While the Jawahar Knowledge Centres helped the educated youth to   learn soft skills to be easily absorbed in IT, ITES jobs, the youth services took up the task of training semi-educated   sections of the society.

In the current budget for 2008-09 the state government provided Rs.175 crore as against Rs.140 crore of last year for the Rajiv Yuva shakti program.


The Andhra Pradesh government under the able leadership of the  chief minister Dr.Y.S.Rajasekahra Reddy  has taken several  milestone initiatives  which  prepared  the   students to not only acquire  new skills  but also become  employment solvent.

Skill development training is one of the major initiatives of the department of youth services. The department involved reputed corporate houses like Dr.Reddy’s Foundation, APITCO, APPC, SRTRI, SETWIN and NIIT after signing MOU’s with them for organizing skill development training in job oriented trades for the educated youth. The government paid fees of Rs.2500 per candidate towards institutional charges in installments with an assurance that the youth were provided placements by the institutions.

  • In 2005-06, 13,273 candidates were trained of which 6707 were provided placements.
  • During 2006-07 31,977 candidates were trained and 19,579 were facilitated with placements.
  • In 2007-08 40,825 youth were trained with an investment of Rs.12 crore.
  • 5000 youth were also provided masonry training through National Academy of Construction to be absorbed in the massive INDIRAMMA housing program.
  • Majority of the youth trained in various trades were being absorbed in Dr.Reddy’s Foundation, CAP foundation, CED, GMR foundation etc.


In the current budget for 2008-09 the state government has provided Rs.130 crore for the  program aimed  at  promoting skills among  rural and semi urban youth  and  make them compatible for  new economy  jobs .

 Under the  SUCCESS   scheme  the   state government has provided  Rs.250 crore (  25 percent state share) for the  Rs.1000 crore   centrally sponsored scheme to  improve the level of eduction and skills of  students  in rural  schools.

The Rajiv Udyogasri is the yet another  flagship  program of the  AP government aimed  at  capacity building of the  rural youth  to achieve the  ambitious  target of one million jobs in the private sectors across the verticals at different positions in next two years. The game plan is   a four fold  program :

   •     Immediate Plan: Man power shortage to be met by      Organizing      frequent Job Melas to engage existing         talent/skilled Human Resources and coordinate with       companies and skilled candidates.

•    Short Term Plan: Identify local establishments/sectors             manpower      needs, identify local candidates, organize      necessary training programs.

    •    Long Term Plan - Identify Needs of the Establishments globally – Identify unemployed youth from catchments    (preferably) – Establish industry oriented training methodologies –       Identify Govt. and Private Training         Institutes ,    standardize Testing and Certification, Ensure        Supply of       competent man power to the Establishments .

    •    HR Meets – Conducting meetings with different     associations/groups of Industrialists, builders, retailers,        trade   unions, IT Companies, etc., at National level, State        level and       District level.

  • Besides running several skills development programs, It also acted as a nodal agency for all the government departments which are working on the employment generation activity like Rural Development, Youth Services, MA&UD, IT&C, Technical Education, Higher Education, NAC, Social Welfare, B.C. Welfare, Minority Welfare, etc.
  •  Rajiv Udyogasri Society is conducting short term training programs for School drop-outs in different trades of I.T.Is like Fitter, Turner, Machinist, Welder, Plumber, Electrician, Diesel Mechanic, etc., to train 2.5 lakh persons in two years to meet the demand for four lakh skilled and semi skilled people.
  • Rajiv Udyogasri is corrdinating with National Academy of Construction to train people in the construction skills like Masons, Bar Benders, Plumbers, Painters, Centering work, etc. and has set a target of training 1,50,000 people in two years period. 
  • In association with Commissioner Land Records and Settlement 20,000 youth were trained as Land Surveyors to facilitate man power availability for the Bhoo Bharathi program.
  • To train  100,000  persons through  the  APSRTC  as  drivers  for heavy and  Light vehicle drivers .
  • To train 10,000 in mining and earth movers sector through National Academy of Construction.
  • To train 40,000 youth in Facility management and Hotel Management.
  •  Pilot program to train 30-60 persons in Travel and Tourism.
  • To train 50,000 persons against a demand for two lakh skilled   workers in textile sector in the new SEZ’s emerging in the state.
  • To train 60,000 security guards for both domestic and international markets.
  • Domestic assistants and helpers in cooking, house keeping, shopping, in the skills of driving, use of home appliances, telephone, mobile, computer basics.
  • Sales representatives and marketing executives for all business activities.
  • Health sector – medical tourism: Demand is huge and plans to train 50,000 youth in the first phase.
  • Retail sector – training in home delivery, door–to-door sales, rural exhibitions, etc.
  • Airlines related services, banking, finance, insurance, telecom.


A recent study by the CII,   the HR requirements in different sectors is identified for the next three years. As per statistics available the AP government has generated 1,98,365 jobs for the unemployed youth in the state at the rate of 36,804 (2005), 86,904 (2006), and 74,613 (2007)

Indira Kranthi Patham – Urban (MEPMPA) - Urban Profile of Andhra Pradesh.
       No of Municipalities / Corporations in the State: 124
       Total Urban Population:                                    205 lakhs
       BPL population:                                                        58.93 lakhs
       Percentage of Urban Population:                        27.08%
       Percentage of Poor in Urban areas:           26.68%

The Mission for Elimination of Poverty in Urban Areas (MEPMPA) is aimed at facing the challenges of urban explosion caused by migrations and the spiraling urban poverty at 50 percent of the total. The objective is to enable the urban poor particularly the poorest of the poor to eliminate poverty and vulnerability in a sustainable manner and improve their quality of life in urban areas.

The strategy is to:

  • Building organizations of the poor
  • Empowering the poor by building their capacities
  • Establishing sensitive support mechanisms
  • Ensuring participatory monitoring and evaluation systems
  • Creating highly trained social capital at gross root level in all poverty aspects like health, education, livelihoods, vulnerability etc.
  • Facilitating interface between Community Based Organizations (CBOs) of the poor and bankers/constitution of Town Level Bankers committee with representative of poor in the committee
  • Taking up livelihood programmes/skill development programmes on placement assured / market tie up basis.
  • Facilitating formation of Community Based Organizations (CBOs) of the disabled persons at lane / poor settlement / town level and enabling the vulnerable sections to live with more dignity and self respect
  • Mainstreaming all the children into schools
  • Establishing of resource centers at all levels for serving the needs of the poor
  • Facilitating infrastructure improvement in slums
  • Facilitating housing for the poor
  • Empowering the poor to be covered under social security system
  • Taking up any program that empowers the poor and / or addresses the various issues related to poverty elimination and human development.

The Government of Andhra Pradesh has, for the last few years, been focusing to organize poor into self-help groups. So far 13.00 lakhs of families (72% of total poor households) have been organized into 1,04,622 self help groups. It is proposed to organize another 17.00 lakh poor into 1.50 lakh groups in the next two years.

Enhanced spirit of collectivity, institutionalized mechanism for economic and social empowerment, platform for knowledge sharing and increased self- confidence is the philosophy of the mission.

Only 0.8% of credit needs of the urban poor at national level are reportedly met by commercial banks and rest by other sources like private money lenders as per a study by Ramnathan Foundation. The sustained efforts of APUSP enabled poor in 42 project towns to access 10-15% of their credit needs from nationalized banks at affordable rate of interest. So far, 71,000 groups are linked to banks with an amount of Rs 340.97 crores which had helped to reduce the interest burden on each of the urban poor family from Rs.1644/- to Rs.137/- per family per annum. It is proposed to link another 80,000 groups with Rs.400 crores in this year 2007-08.

The novel ‘Pavala Vaddi Scheme’, intends to reduce interest burden, bring the poor out of the clutches of money lenders and encourage repayment which would in turn make the programme sustainable. So far 23,500 groups in urban areas availed Rs.8.50 crores of pavala vaddi resulting in establishing link between eligible poor and the banks, enhanced rate of recovery from the sector.

The mission also aimed to achieve financial inclusion by liberating the urban poor from the clutches of the private money lender by promoting debt swapping under execution in 38 towns and 58 poor settlements involving 15,408 families in 1284 groups with an outlay of Rs.32.02 crore. The urban poor were freed from the money lenders’ back-breaking interest burden of 36 to 60 percent per annum costing each debtor a huge sum of Rs.25,000 to Rs.40,000.

The AP Government has formulated an innovative scheme called UPADHI (Urban Programme for Advancement of Household Income) with a vision to focus and provide livelihoods to the poorest of the poor in slum areas. The uniqueness of UPADHI is provision of 100% placement after completion of training (placement linked training).

The goal is to provide the potential livelihood options for poor urban youth between the age group of 18-35 through skills building as per market requirements. So far 37,950 youth are trained and 29,750 are given placements.

Strategy is market scan for livelihood opportunities and employability, candidate selection through sadassus (road shows), 3-4 months training (includes job skills and life skills), Industry net work, Placement support, Post placement support.  It is proposed to provide placement linked trainings to at least 1,00,000 youth in next two years.

Wealth generated under the scheme so far is Rs.30 crores against the investment of Rs.6 crores on training and infrastructure.

NAC – National Academy of Construction:

The Government in its endeavour to create better livelihoods through skill development and training has offered the BPL youth an opportunity to get trained under a programme conducted by NAC for world-class construction standards in skilled workmanship and productivity with an assured 100 percent placement. 2752 persons have so far been trained and 1509 are given placements. 1951 adda labour were given training. Placement linked training to about 10,000 construction workers in towns are contemplated in the next one year.

Empowerment of disabled people in urban areas:

With an ambition to reduce the vulnerability of the challenged urban poor by organising them into SHG, the AP government invested in building their capacities, providing them bank linkages, and sustainable livelihoods.

In the last  one year 15,407 disabled persons are organized into 3529 SHGs, of which 896 groups are linked to banks with an outlay of     Rs.402 lakhs, 354 persons were provided with cleft palate surgeries, 274 persons with post-polio, provided post-polio surgical corrections, 1676 persons with disabilities accessed Aids & Appliances, special education, therapeutic services from the corporate service providers at free of cost. It is, further proposed to form another 4000 groups in the next two years to accrue all the above benefits and provision of barrier free environment in public institutions.

The AP government has taken up the life insurance initiative with optimal coverage of risk to 1.56 lakh BPL people under the Indira Bhima Yojana / Siksha Sahayog Yojana with a premium per member of Rs.90 per annum. The benefits of the BPL insurance coverage were:

  • Natural Death of member Rs. 30,000
  • Accidental death / permanent disability of member Rs.75,000
  • Partial disability of member  Rs.37,500
  • Death of spouse of member Rs.10,000
  • Coverage of scholarships for 2 eligible children @ Rs.1200 per annum per child under Siksha Sahayog Yojana.

It is proposed to cover all BPL families under insurance scheme in next two years.

Food Security:

To address the issues of malnutrition and food insecurity, in 2005-06, 60,000 BPL families were facilitated to procure essential food items like rice, pulses, tamarind etc. in bulk in harvesting season. The similar benefits will be extended to 50,000 more BPL families in the next two years providing for nutritious food, economy of Rs.200 per month.

Family Counseling centers (FCCs)

A series of training programmes on empowerment of women in legal matters and rights of women enabled the poor to resolve their family disputes  through counseling  was  initiated in 21 towns and so far 4164 cases are resolved during last one year in 12 towns. It is proposed to take up in all the ULBs in next 2 years.

Deployment of highly trained Nagaradeepikas :

4400 Nagaradeepikas placed in ULB’s are trained in various aspects like SHG concepts, Insurance, Family Budget plans, solid waste management. It is proposed to position 10,000 knowledge workers @ 50 per town in all towns in the State.

Knowledge workers and change agents are readily available for taking up various community based services like Insurance, recovery mechanisms etc.


The objective of the program was to empower the  youth through self-employment schemes and capacity building and financial  assistance in the form of subsidies and facilitate them  for  bank loans.

Rajiv Yuva Shakti was one of the key programs launched by the Chief Minister Dr.Y.S.Rajasekahra Reddy in November,2004 implemented in three categories to benefit individuals, groups and also to benefit the youth in their petty needs for setting up projects with assistance of Rupees One lakh to five lakh per project

As per the statistics of the Youth Services department, so far  1,06,690 units covering 1,25,997 youth beneficiaries have been grounded  throughout the state under the RYS  program with an outlay of Rs.754.20 crore.

The Jobs Mission( EGMM):

Employment Generation and Marketing Mission (EGMM) of the Department of Rural Development works in a focused manner to provide employment/ employability for the rural youth from the economically and socially under- privileged rural poor.
EGMM is driven by a private sector cell, which evolves strategy with an eye on the market. The EGMM works in scale in public-private partnership mode with the main stakeholders being the government, private sector, and the women self help groups. The entire approach is a bottom-up approach, tailored to move the rural poor from the unorganized to the organized labour market.

The vision is to achieve sustained elimination of poverty of underprivileged Rural Youth, with a focus on remote areas. The mission is employment/employability enhancement of BPL Rural Youth through market-driven training .The objective is to project the much avowed goal of One Job for every poor family.

As part of the mission 191 training institutes have been set up in sectors ranging from services, construction to textiles, with a focus on tribal and remote areas. As of now 77,425 youth have been trained in the last two and half years and 17,500 youth are currently in the classrooms. 80% of the youth trained have been linked to entry level private sector jobs with annual salaries ranging from Rs.45,000 upwards in metros and Rs.24,000 upwards in semi-urban areas

Based on Secondary research and existing data from the Market Scan reports, growth sectors which are experiencing relatively higher growth were identified as below for harvesting the youth job hunters.  The sectors were Retail, Healthcare, Hospitality, Security, IT & IT Enabled Services, Construction and Textiles.
EGMM job models where local teachers are trained; modules are created with the help of industry and placements given  for training in Rural Retail Academy, English, Soft Skills & Computers Academy, Security Academy, Customized trainings linked to new investments like rural  BPOs/ manufacturing  sectors .

Prominent industry players who have partnered with the government in the EGMM for training and placement mission are: Dr. Reddy’s Foundation, LABS CMC; Tally Construction, NAC/ CIDC/ MAYTAS/ LANCO Textiles, IL&FS/ ALT.  On the other hand  the  MNCs and  prominent  industrial  groups who  have offered to become mentors and  recruiters are: Hindustan Unilever Ltd., Trinetra-Birla, Heritage, Reliance Fresh, Spencers, Tata Teleservices,  Futures group (Pantaloons, Hyderabad Central Mall), Big Bazaar, Mc Donald’s Café Coffee Day, Pizza Hut, HDFC Bank, Apache, G-4 Securitas, Aravind Mills, Wonder Blu, Stallion Garments, Brandex and  SCWEC .      

The large network of 6,00,000 rural women self-help groups (SHGs) through  job committees and  job resource persons  identify  needy youth and consul them on the opportunities available and compile  data in Telugu and English on the  EGMM main frame. The EGMM provided the job seekers cheap accommodation for the first one month. The EGMM is a blessing in disguise to resolve the problems of unemployment in both rural and urban centres.

The Y S Rajasekhar Reddy Government took various other initiatives to ensure jobs for the unemployed educate youth in rural and urban areas. It is organizing Udyog melas in collaborations with IT and other corporate houses to ensure that the right skilled youth got right jobs. Among the various campaigns taken up by the government were

  • Campaign for protection of environment and clean Hussainsagar Lake in Hyderabad.
  • Campaign for colorless clay Ganesh during Ganesh Festivals.
  • Asha  Campaign   against   HIV/AIDS
  • Be bold campaign for HIV testing among youth. 
  • 10 K walkathons in Hyderabad, Vijayawada and Visakhapatnam.