MICA Master trainer programme to enhance the Leadership Skills of SEWA Women Entrepreneurs | Press Release

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Ahmedabad, March 23, 2017

MICA – The School of Ideas, India’s premier business management institute, dedicated towards creating leadership in Strategic Marketing and Communication has once again teamed up with MICA-Centre for Development Management & Communication (CDMC), an academic extension of the institute, which aims at meeting the current and impending demands of social sector organizations in government, civil society and corporate sectors creating social impact through capacity building. One such initiative of MICA-CDMC is its partnership with Self Employed Women Association (SEWA) to build the capacity of women entrepreneurs in the areas of branding, marketing, and communication. As a part of this initiative, MICA - CDMC will be commencing a Master Training programme on 24 March 2017, for 90 women from SEWA.

The participants include 30 SEWA coordinators who are responsible for managing the activities of the women entrepreneurs at SEWA, and 60 women entrepreneurs involved with two evolving brands of SEWA - Harkhi (Rural Textile brand) and RUDI (Rural & Urban Agro brand). The 2-day training workshops shall be hosted on 24th- 25th March 2017, for Harkhi 27th- 28th March 2017 for RUDI and 3rd and 4th April, 2017 for SEWA coordinators. These are workshops aimed at enhancing the leadership skills of the participants, while focusing on enterprise development through value chain enhancement and scaling-up of SEWA's existing food, textiles, culture and education enterprises. The faculty for the training programme includes an expert team of 8 MICA faculty members led by Dr. Preeti Shroff (Professor and Dean - MICA, Head - MDP) and Dr. Manisha Pathak-Shelat, Communication Area, MICA.

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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