Guddi Baji Program in Sialkot

1. GuddiBaji Program in Sialkot

2. GB Program Review • GB is Pakistan’s first rural beautician program • Launched by the collaboration of Unilever and ITA (Idara-e-Taleem-o-Aaghai) in many districts of Punjab, KPK & Sindh

3. GB Program Review • GuddiBaji is an initiative to create and enhance livelihoods opportunities for rural girls/women of Pakistan through certified skills leading to female and youth empowerment • To reduce poverty through extension of skills and economic opportunities for young women

4. GB Program Review • GuddiBaji project is a perfect example of creating sustainable livelihoods - a core business model in the value chain. • An extensive program through which GuddiBajis earn two ways – • by selling Unilever brands & • Extending beauty services • Unilever brands sales are tied with incentives to help them establish their own beauty parlors (fixed/mobile) Scale and Geographical outreach

5. Implementing Methodology • GB Labs were to be established in three tehsils of Sialkot • Recruitment of girls in Unilever identified areas of Sialkot • Hiring of recruitment team • Door to door recruitment • Recruitment through teachers • Recruitment through WDC students • Recruitment through local NGO’s

6. Implementing Methodology • Education department was contacted for provision of room in the identified areas of Sialkot as schools were the first preference for establishing GB Labs • EDO of Education did not agree for provision of room for GB Lab due to his religious conflicts

7. Implementing Methodology • Second preference were TEVTA Colleges for establishing GB Labs • Asked DM of TEVTA for provision of room in TEVTA Colleges of Sambrial, Daska & Pasrur • But TEVTA Department also had some official issues in provision of room

8. Implementing Methodology • At last Social Welfare Department was contacted for provision of room • Social Welfare Dept agreed to provide room in Sambrial, Daska & Pasrur and Phoklian for establishing GB Labs

9. Implementing Methodology • Visited TEVTA office for hiring TEVTA certified trainers • Preparation of Labs

10. Monitoring Plans • In first two weeks of beginning of GB lab, lab would be visited the whole week. • After first two weeks each lab would be visited two days a week • Teaching capability of trainers would be monitored • Progress of girls would be monitored • Duration of time is divided into three periods. • Lectures will be given by expertise once a week.

11. Targets • Three GB Labs were to be established in three tehsils of Sialkot i.eSambrial, Daska & Pasrur • Maximum 40 girls were to be recruited for each lab from Unilever identified areas and villages in Sambrial, Daska & Pasrur

12. Achievments • Two GB Labs are established in Sialkot • First GB Lab is established in Sambrial in women development centre of Social Welfare Dept • Second GB Lab is established in Daska in women development centre of Social Welfare Dept

13. Challenges in establishing GB Labs in Sialkot • The most challenging task in the whole project was provision of room for GB Labs in Sialkot as Education Dept of Sialkot & TEVTA Dept did not agree to provide room • Recruitment of girls in Unilever identified areas and villages was also challenging

14. Research on other trades Other livelihoods like Domestic tailoring, AutoCAD, Cooking, Hand & Machine Embroidery Clutch and shoe making can also be initiated in established GB Centers

15. Sambrial Lab Data

17. Lab Pictures