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Ahmedabad, April 09, 2016

MICA, India’s premier B-school for Strategic Marketing and Communication and Self Employed Women's Association (SEWA) will soon join hands for the capacity building of the Master Trainers of SEWA in the specific domains such as Branding, Marketing, New Media, and Soft Skills in Professional & Strategic Communication.

The first meeting towards this collaboration was held at Sewagram Mahila Haat on Friday, April 8 where Dr. Preeti Shroff, Dean, MICA, Dr. Manisha Pathak-Shelat, Chairperson-Communication Area, MICA and Ms. Sapna George, Assistant Manager-Centre for Social Change Leadership (CSCL), MICA represented MICA. The MICA team interacted with Ms. Reema Nanavaty, Chairperson-SEWA Trade Facilitation Centre, Ms. Kapilaben, President, SEWA and several SEWA representatives from different districts of Gujarat. In the very informative and engaging discussion, the SEWA team shared many insights with regards to the required skill-sets and domain-knowledge for them in order to compete with organised private market players when it comes to the value chain management of the SEWA products.

The discussion helped the MICA team clearly identify the areas in which MICA can help build the capacity of the grassroots SEWA women. These areas will be Marketing, Branding, New Media, and Soft Skills in Professional & Strategic Communication. The details of the capacity building programme will be worked out in the next rounds of discussion between the two organisations, given the incredibly large numbers (more than 20, 00, 000) of SEWA members across the country. However, first the training will be imparted to the Master Trainers of SEWA who will then disseminate the learning to the grassroots SEWA members. The overall MICA Master Trainer Programme for SEWA will focus on Enterprise Development for Value Chain Development and Scaling-up SEWA's existing food, textiles, culture, and education enterprises. MICA will also help with the technology required for grassroots dissemination.

SEWA leaders will visit MICA soon to meet with programme faculty and Dean to further discuss the collaboration.

The above discussion preceded the annual Champaben Paniben Award Ceremony of SEWA where MICA Dean Dr. Preeti Shroff was invited as the Chief Guest and Keynote Speaker.

The Champaben Paniben Award is jointly constituted by a grassroots Gandhian organisation Amba set up by Late Shri Ratibhai Gondhia Gandhian from Saurashtra in memory of Late Shri Champaben Ratibhai Gondhia and by SEWA in memory of their grassroots leader Paniben Bavaji Rohit from Mogri village of Anand district who as a child had attended meetings with Gandhiji. The Champaben Paniben Award’s main objective is to recognise the path breaking, challenging work being done by the grassroots women leaders of our country. These grassroots women dedicate their life for the selfless service to change the lives of the poor women in their society. The Champaben Paniben Award recognises two grassroots women every year.

Speaking at the Award Ceremony, Chief Guest Dr. Shroff said, “True education does not happen only through the books, but it happens through the lives of those who make a difference to the society and the world. Today we have Arunaben and Vasantiben as the award winners amongst whose lives are a source of great education for us and so are the lives of millions of SEWA members who have made a difference to not only their own lives, but their families and society at large.” Emphasising on the need of girl child education, Dr. Shroff added, “Let us all pledge that we will work towards a society where every girl child is treated equally as a boy and given equal care and opportunities when it comes to education, health and career.

About MICA

Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication.

Its spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. The MICA brand assures effective delivery of Strategic Marketing and Communication solutions to the industry, government and community.

Today, it is the alma mater of professionals serving in leadership positions in some of the best known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other strategic marketing and communication-driven businesses.

About SEWA

SEWA is a trade union registered in 1972. It is an organisation of poor, self-employed women workers. These are women who earn a living through their own labour or small businesses. They do not obtain regular salaried employment with welfare benefits like workers in the organised sector. They are the unprotected labour force of our country. Constituting 93% of the labour force, these are workers of the unorganised sector. Of the female labour force in India, more than 94% are in the unorganised sector. However their work is not counted and hence remains invisible.

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