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CHAPTER-1
INTRODUCTION TO THE INDUSTRY

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INDUSTRY PROFILE

Industry profile:

Grama Sachivalayam , also known as Village Secretariat, is a government initiative in the

Indian state of Andhra Pradesh to establish a decentralized administrative system at the village
level. Launched in 2019, Grama Sachivalayam aims to bring governance closer to the rural
population by providing various public services and addressing the needs of the local
community.

The concept of Grama Sachivalayam involves the establishment of a dedicated office or

secretariat in each village, staffed with trained personnel known as Village Volunteers. These
volunteers act as intermediaries between the government and the villagers, ensuring efficient
delivery of government schemes, programs, and services at the grassroots level.

The Grama Sachivalayam system has multiple objectives. It intends to promote participatory
governance, empower rural communities, and improve the overall quality of life in rural areas.
By bringing government services closer to the people, it aims to reduce bureaucratic delays and
corruption, enhance transparency, and strengthen the relationship between citizens and the
government.

The Village Secretariat offers a wide range of services, including but not limited to issuing
certificates such as income certificates, caste certificates, and residence certificates, providing
information about government schemes and programs, facilitating access to healthcare
services, maintaining records of birth and death, and resolving local disputes. The Village
Volunteers play a crucial role in identifying beneficiaries, verifying eligibility criteria, and
assisting villagers in availing the various government services

Grama Sachivalayam has gained significant popularity due to its potential to improve the socio-
economic conditions of rural communities. It is seen as a proactive approach to address the
unique challenges faced by rural areas and bridge the urban-rural divide in terms of access to
services and opportunities.

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Overall, Grama Sachivalayam represents a transformative step in decentralized governance in

Andhra Pradesh, aiming to empower rural communities, enhance public service delivery, and
foster inclusive development at the grassroots level.

HISTORY:

Establishment of village secretariats was one of the promises made by Y. S. Jagan Mohan
Reddy during his Praja Sankalpa Yatra. The program was first launched on 2 October 2019 on
the eve of Gandhi Jayanti, after recruitment for positions was opened in July.The written exam
was conducted between 1 September 2019 to 8 September 2019, and the result was declared
on 19 September 2019 where a total of 1,98,164 candidates were qualified. Each volunteer
looks over 50 households.

As of October 2021, 15,004 village and ward secretariats had been established with 2,54,832
volunteers to serve around 3.2 crore people, including home delivery of pensions and monthly
provisions.

In 2022, Tamil Nadu announced its intention to mimic the village secretariat model by building
600 such facilities in the state to provide administrative offices, a conference hall, and other
amenities.

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CHAPTER-2
PROFILE OF THE ORGANIZATION

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2.PROFILE OF THE ORGANIZATION

1]NAME OF THE ORGANIZATION

GRAMA SACHIVALAYAM

2] A}VISION:

The vision of Grama Sachivalayam is to establish a decentralized administrative

system that brings governance closer to the rural population, ensuring inclusive development,
empowering rural communities, and improving the overall quality of life in rural areas. It
envisions a transparent, accountable, and participatory governance structure at the village level.

3] B}MISSION :

The mission of Grama Sachivalayam is to effectively deliver

government services, schemes, and programs to the rural population by establishing dedicated
offices in each village and deploying trained Village Volunteers. The mission aims to:

1]Provide Accessible Services: Grama Sachivalayam strives to ensure that essential

government services are easily accessible to the rural population. It aims to eliminate
geographical and administrative barriers, enabling villagers to avail services without having to
travel long distances or navigate bureaucratic processes.

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2]Empower Rural Communities: Grama Sachivalayam is committed to empowering rural

communities by actively involving them in the decision-making processes and governance
activities. It aims to enhance the participation of villagers, enable them to voice their concerns,
and contribute to the development of their villages.

3]Enhance Transparency and Accountability: The mission of Grama Sachivalayam is to

enhance transparency and accountability in governance. By reducing bureaucratic delays and
corruption, it aims to create a transparent and accountable system where government services
are delivered efficiently, and citizens' rights are protected.

4]Bridge the Urban-Rural Divide: Grama Sachivalayam seeks to bridge the urban-rural divide
by addressing the unique challenges faced by rural areas. It aims to bring government services,
infrastructure, and opportunities to the rural population, ensuring that they have equal access
to development resources and benefits.

5]Improve Quality of Life: The mission of Grama Sachivalayam is to improve the overall
quality of life in rural areas. It focuses on providing basic amenities, healthcare services,
educational opportunities, and livelihood support to uplift the socio-economic conditions of
rural communities.

6]Promote Inclusive Development: Grama Sachivalayam is dedicated to promoting inclusive

development by catering to the specific needs of marginalized and disadvantaged sections of
society. It aims to ensure that government services and programs reach every individual,
irrespective of their social, economic, or cultural background.

By aligning its vision and mission, Grama Sachivalayam aims to transform rural governance,
empower rural communities, and create a system that fosters holistic development and well-
being in rural areas.

3]ADDRESS AND HEAD OFFICE OF THE ORGANISATION:

“LAKSHMAMPALLI” Area, “SETTUR(RURAL)” Mandal,

“ANANTHAPUR” District, Andhra Pradesh State, with the Secretariat Code :
“11290275“.

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HEAD OFFICE OF THE ORGANISATION:

Plot No 11 & 12, Nirmaan Bhavan,

APIIC Colony, Jawahar Auto Nagar,
Vijayawada - 520 007,
Krishna District, Andhra Pradesh

4]OWNERSHIP:

State public sector undertaking[SPSUs]

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5]PRODUCT PROFILE:

A}DRIP IRRIGATION PIPE:

Drip irrigation or trickle irrigation is a type of micro-irrigation system that has the potential to
save water and nutrients by allowing water to drip slowly to the roots of plants, either from
above the soil surface or buried below the surface. The goal is to place water directly into
the root zone and minimize evaporation. Drip irrigation systems distribute water through a
network of valves, pipes, tubing, and emitters. Depending on how well designed, installed,
maintained, and operated it is, a drip irrigation system can be more efficient than other types
of irrigation systems, such as surface irrigation or sprinkler irrigation.

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B} FERTILIZERS:

A fertilizer (American English) or fertiliser (British English) is any material of natural or

synthetic origin that is applied to soil or to plant tissues to supply plant nutrients. Fertilizers
may be distinct from liming materials or other non-nutrient soil amendments. Many sources of

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fertilizer exist, both natural and industrially produced.[1] For most modern agricultural
practices, fertilization focuses on three main macro nutrients: nitrogen (N), phosphorus (P),
and potassium (K) with occasional addition of supplements like rock flour for micronutrients.
Farmers apply these fertilizers in a variety of ways: through dry or pelletized or liquid
application processes, using large agricultural equipment or hand-tool methods.

C}SEEDS:

In botany, seed is an undeveloped plant embryo and food reserve enclosed in a protective outer
covering called a seed coat (testa). More generally, the term "seed" means anything that can
be sown, which may include seed and husk or tuber. Seeds are the product of the ripened ovule,
after the embryo sac is fertilized by sperm from pollen, forming a zygote. The embryo within

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a seed develops from the zygote, forming a seed coat around the ovule, and grows within the
mother plant to a certain size before growth is halted.

The formation of the seed is a part of the process of reproduction in seed plants
(spermatophytes). Other plants such as ferns, mosses and liverworts, do not have seeds and use
water-dependent means to propagate themselves. Seed plants now dominate
biological niches on land, from forests to grasslands both in hot and cold climates.

In the flowering plants, the ovary ripens into a fruit which contains the seed and serves to
disseminate it. Many structures commonly referred to as "seeds" are actually dry fruits.
Sunflower seeds are sometimes sold commercially while still enclosed within the hard wall of
the fruit, which must be split open to reach the seed. Different groups of plants have other
modifications, the so-called stone fruits (such as the peach) have a hardened fruit layer
(the endocarp) fused to and surrounding the actual seed. Nuts are the one-seeded, hard-shelled
fruit of some plants with an indehiscent seed, such as an acorn or hazelnut.

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6]DEPARTMENTATION:

AGRICULTURE MARKRTING

Agricultural marketing covers the services involved in moving an agricultural product from
the farm to the consumer. These services involve the planning, organizing, directing and
handling of agricultural produce in such a way as to satisfy farmers, intermediaries and
consumers. Numerous interconnected activities are involved in doing this, such as planning
production, growing and harvesting, grading, packing and packaging, transport, storage, agro-
and foodprocessing,provisionof marketinformation, distribution, advertising and sale.
Effectively, the term encompasses the entire range of supply chain operations for agricultural
products, whether conducted through ad hoc sales or through a more integrated chain, such as
one involving contract farming.

7]NUMBER OF EMPLOYEES:

The written exam was conducted between 1 September 2019 to 8 September 2019, and the
result was declared on 19 September 2019 where a total of 1,98,164 candidates were
qualified. Each volunteer looks over 50 households.

As of October 2021, 15,004 village and ward secretariats had been established with 2,54,832
volunteers to serve around 3.2 crore people, including home delivery of pensions and monthly
provisions.

8]ORGANIZATION STRUCTURE:

The organization structure of Grama Sachivalayam comprises multiple levels of administration

and personnel to effectively deliver government services and programs at the village level.

Here is a general outline of the organization structure:

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VILLAGE LEVEL:

 Grama Sachivalayam Office: Each village has its own Grama Sachivalayam office,
which serves as the primary administrative center. It is responsible for delivering
government services.
 Village Volunteers: Trained personnel known as Village Volunteers are recruited from
the local community. They work at the Grama Sachivalayam office and act as
intermediaries between the government and the villagers. Village Volunteers play a
crucial role in implementing government schemes, resolving local issues, and providing
assistance to the villagers.

Mandal Level:

 Mandal Sachivalayam Office: At the Mandal level (a group of several villages), a

Mandal Sachivalayam office is established. It acts as a coordinating unit and provides
support to the Grama Sachivalayam offices within its jurisdiction. The Mandal
Sachivalayam office is responsible for supervising and monitoring the functioning of
the Grama Sachivalayam offices in the Mandal.
 Mandal Development Officer (MDO): The Mandal Development Officer is an
administrative officer who oversees the overall development activities in the Mandal.
They provide guidance and support to the Grama Sachivalayam offices, ensure the
effective implementation of government programs, and coordinate with higher-level
authorities.

District Level:

 District Sachivalayam Office: At the district level, a District Sachivalayam office is

established. It serves as the administrative center for coordinating and overseeing the
functioning of Mandal Sachivalayam and Grama Sachivalayam offices within the
district.
 District Collector/District Magistrate: The District Collector or District Magistrate is a
senior administrative officer who heads the District Sachivalayam office. They have
the overall responsibility for governance and development activities within the district,
including the implementation of Grama Sachivalayam initiatives.

programs to the local population.

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 District-level Officials: Various district-level officials, such as District Development

Officer, District Revenue Officer, and District Health Officer, among others, work in
coordination with the District Sachivalayam office to ensure efficient service delivery
and implementation of government programs.

State Level:

 State Government: Grama Sachivalayam is implemented by the State Government of

Andhra Pradesh. The state government sets policies, provides guidelines, and allocates
resources for the effective functioning of Grama Sachivalayam offices.
 State-level Officials: Officials at the state level, such as the Chief Secretary, Secretary
of Panchayati Raj and Rural Development, and other relevant departments, play a
crucial role in formulating policies and providing support to Grama Sachivalayam.

It's important to note that the specific organization structure may vary based on the
administrative requirements and practices of each state or region where Grama Sachivalayam
is implemented. The outlined structure provides a general framework of the organization at
different levels within the Grama Sachivalayam system.

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9]AWARDS AND REWARDS:

Grama Sachivalayam in Andhra Pradesh, India, had not received any specific awards or
recognitions. However, it is important to note that the initiative was relatively new at that
time (launched in 2019).

10]SWOC ANALYSIS:

SWOC analysis is a strategic planning tool that examines the strengths, weaknesses,
opportunities, and challenges of an organization or initiative. Here's a SWOC analysis for
Grama Sachivalayam:

A}Strengths:

 1]Decentralized Governance: Grama Sachivalayam brings governance closer to the

rural population, enabling more effective and responsive decision-making at the local
level.
 2]Grassroots Engagement: The initiative actively involves Village Volunteers and local
communities, fostering participatory governance and empowering rural residents.
 3]Service Delivery: Grama Sachivalayam improves the accessibility and delivery of
government services and programs to rural areas, addressing the needs of the villagers
more efficiently.
 4]Transparency and Accountability: The system aims to reduce bureaucratic delays,
corruption, and enhance transparency, promoting a more accountable and efficient
administration.

2}Weaknesses:

 1]Capacity and Training: Ensuring adequate training and capacity-building for Village
Volunteers and staff remains a challenge to maintain high-quality service delivery
consistently.
 2]Limited Resources: Grama Sachivalayam may face resource constraints, such as
budget limitations or inadequate infrastructure, which can impact the scope 3and scale
of services provided.
 3]Technological Challenges: In some rural areas, limited access to technology and
digital infrastructure may hinder the implementation of online services and digital
platforms.

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3}Opportunities:

 1]Enhanced Collaboration: Grama Sachivalayam can explore opportunities to

collaborate with NGOs, community-based organizations, and other stakeholders to
leverage their expertise and resources.
 2]Technological Advancements: Expanding access to technology and digital
infrastructure can enable more efficient service delivery and improve communication
between villagers and the administration.
 3]Skill Development and Livelihood Programs: Grama Sachivalayam can explore
opportunities to provide skill development and livelihood programs, empowering rural
communities and fostering economic growth.

4}Challenges:

 1]Resistance to Change: Implementing a decentralized governance system may face

resistance from entrenched bureaucratic structures and traditional power dynamics.
 2]Awareness and Communication: Ensuring effective communication and creating
awareness among villagers about the services and benefits provided by Grama
Sachivalayam can be a challenge.
 3]Socio-economic Disparities: Addressing socio-economic disparities and ensuring
equitable access to services across different villages and communities remains a
significant challenge.

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CHAPTER-3

INTERN EXPERIENCE REPORT

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Day 1:

 Introduction to the government office and team members.

 Orientation session to understand the department's objectives and functions.
 Familiarization with office policies, procedures, and workspace.
 Meeting the assigned mentor/supervisor and discussing internship objectives.

Day 2-3:

 Reviewing relevant policies, regulations, and government processes.

 Attending introductory meetings with different teams in the department.
 Shadowing experienced professionals to gain insights into their roles and
responsibilities.
 Exploring the ongoing projects in the department.

Day 4-5:

 Assisting team members in their projects by conducting research and data collection.
 Participating in brainstorming sessions and contributing ideas.
 Attending training sessions or workshops related to government administration or
policies.
 Observing decision-making processes within the office.

Day 6-8:

 Conducting in-depth research on a specific policy issue assigned by the mentor.

 Analyzing data, literature, and relevant reports to gather insights.
 Drafting sections of reports or policy briefs under the mentor's guidance.
 Seeking feedback on the research and making necessary revisions.

Day 9-11:

 Collaborating with team members on ongoing projects.

 Assisting in the preparation of reports, memos, or presentations.
 Reviewing draft documents and providing input for improvements.
 Attending departmental meetings and participating in policy discussions.

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Day 12-15:

 Conducting field visits, if applicable, to gain practical exposure to policy

implementation.
 Engaging in discussions with professionals from other departments.
 Assisting in administrative tasks, such as organizing files or maintaining databases.
 Observing public hearings, committee meetings, or government sessions.

Day 16-18:

 Developing and presenting a progress report on the assigned project.

 Participating in workshops or seminars related to government policies or regulations.
 Conducting surveys or interviews to gather stakeholder perspectives.
 Refining research findings and incorporating feedback from mentors.

Day 19-22:

 Assisting in the finalization of reports or policy recommendations.

 Contributing to the preparation of presentations for stakeholders or decision-makers.
 Conducting mock presentations and seeking feedback from colleagues.
 Engaging in discussions on potential policy implications and recommendations.

Day 23-25:

 Finalizing the internship report, summarizing the work undertaken and skills acquired.
 Seeking feedback from mentors, supervisors, and colleagues on the internship
experience.
 Reflecting on personal growth, lessons learned, and areas for further development.
 Networking with professionals in the department and expressing gratitude.

Day 26-29:

 Engaging in any remaining project tasks or additional assignments.

 Conducting a self-assessment of achievements and challenges throughout the
internship.
 Preparing a presentation on the internship experience for the department or peers.

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 Reviewing the internship objectives and evaluating the extent to which they were
achieved.

Day 30:

 Finalizing all internship deliverables and submitting the internship report.

 Participating in an exit interview or feedback session with the mentor/supervisor.
 Expressing gratitude to the department and team members for the opportunity.
 Reflecting on the overall internship experience and outlining future career aspirations.

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CHAPTER-4

CONCLUSION

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In conclusion, the report on agriculture marketing highlights the critical role that marketing
plays in the agricultural sector. Agriculture marketing encompasses all the activities involved
in bringing agricultural products from the farm to the consumer, including production,
processing, packaging, distribution, and promotion.

The report identifies several key findings regarding agriculture marketing:

 Market dynamics: The agriculture market is influenced by various factors such as

consumer demand, changing food preferences, technological advancements,
government policies, and global trade. Understanding these dynamics is crucial for
farmers and stakeholders to make informed decisions and adapt to market changes
effectively.
 Value chain optimization: Efficient and well-coordinated value chains are essential
for the success of agriculture marketing. Streamlining processes, improving logistics,
and fostering collaboration among farmers, processors, distributors, and retailers can
enhance overall efficiency and profitability.
 Market information and intelligence: Access to accurate and timely market
information is crucial for farmers to make informed decisions about what to produce,
when to produce, and where to sell their products. The report emphasizes the need for
robust market intelligence systems and platforms that provide reliable data on prices,
supply and demand, consumer preferences, and emerging market trends.
 Branding and promotion: Building strong agricultural brands and effective
promotional strategies can help farmers differentiate their products in a competitive
market. Emphasizing quality, sustainability, and unique selling points can attract
consumers and create value for agricultural producers.
 Infrastructure and logistics: Adequate infrastructure, including transportation,
storage facilities, and cold chain networks, is essential for reducing post-harvest losses,
ensuring product quality, and expanding market reach. The report highlights the need
for investments in infrastructure development to support agriculture marketing efforts.
 Digitalization and e-commerce: The rapid advancement of technology has opened
up new avenues for agriculture marketing, including online platforms, e-commerce, and
digital marketing. Leveraging digital tools and platforms can enhance market access,
enable direct farmer-consumer connections, and facilitate efficient supply chain
management.

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Based on these findings, the report concludes with a set of recommendations to improve
agriculture marketing:

 Strengthen market information systems: Governments and industry stakeholders

should invest in robust market information systems that provide accurate and timely
data to farmers and market participants.
 Promote value chain integration: Encouraging collaboration and coordination
among different stakeholders in the agriculture value chain can improve efficiency,
reduce costs, and enhance market access.
 Enhance infrastructure development: Governments and private sector entities
should invest in developing infrastructure and logistics facilities to support agriculture
marketing, particularly in rural areas.
 Support agricultural branding and promotion: Providing resources and
guidance to farmers for branding and promoting their products can help them
differentiate in the market and increase their competitiveness.
 Foster digitalization and e-commerce: Encouraging the adoption of digital tools,
e-commerce platforms, and online marketing strategies can broaden market
opportunities for farmers and facilitate direct connections with consumers.

Overall, the report underscores the importance of effective agriculture marketing strategies
and calls for collaborative efforts from farmers, governments, industry stakeholders, and
technology providers to create a thriving and sustainable agricultural market.

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CHAPTER-5

LEARNING OUTCOMES

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These learning outcomes can be summarized as follows:

 Understanding of agriculture marketing concepts: Through the internship, you

gain a comprehensive understanding of the fundamental concepts and principles of
agriculture marketing. You learn about the various components of the agriculture value
chain, market dynamics, consumer behavior, branding, and promotional strategies
specific to the agricultural sector.
 Market research and analysis skills: You develop skills in conducting market
research and analysis. This includes gathering and analyzing data on market trends,
consumer preferences, competitor analysis, and identifying market opportunities and
challenges. You learn how to interpret market information and use it to make informed
marketing decisions.
 Communication and interpersonal skills: Working in agriculture marketing
requires effective communication and interpersonal skills. During your internship, you
have the opportunity to interact with farmers, industry professionals, distributors, and
other stakeholders. You learn to communicate clearly, build professional relationships,
and collaborate with diverse teams.
 Digital marketing and technology adoption: The internship exposes you to digital
marketing strategies and the use of technology in agriculture marketing. You gain
hands-on experience with digital platforms, social media marketing, e-commerce, and
data analytics tools. This knowledge equips you with valuable skills in leveraging
technology to reach target audiences and optimize marketing efforts.
 Project management and organizational skills: As an intern, you may be
assigned various projects and tasks related to agriculture marketing. This experience
helps you develop project management and organizational skills, including setting
goals, planning, prioritizing tasks, and meeting deadlines. You learn to work
independently and as part of a team to achieve desired outcomes.
 Problem-solving and critical thinking: The internship provides opportunities to
tackle real-world challenges and solve problems in agriculture marketing. You learn to
think critically, analyze situations, and develop creative solutions to address marketing
issues faced by farmers, such as market access, product positioning, and distribution
challenges.
 Awareness of sustainability and ethical considerations: Agriculture marketing
is increasingly focused on sustainability and ethical practices. Through the internship,
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you gain awareness of these considerations and learn how they impact marketing
strategies. You understand the importance of promoting sustainable farming practices,
environmentally friendly packaging, and fair trade principles in agriculture marketing.

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