India’s grand brand in skills is rising from Odisha & here’s why you should take note

At the entrance to the #OdishaSkills2018 Competition and Display pavilion I chance upon Jyoti Ranjan Pradhan. Jyoti is from Odisha’s steel city, Rourkela, and is patiently waiting his turn to compete in the Web Design and Development section of the pavilion, which is

currently packed with students from Odisha’s Industrial Training Institutes and Polytechnics, furiously solving the question paper that is now challenging them. Jyoti’s face betrays a trace of nervousness, but he chats with me nevertheless. He is doing a Diploma in Information Technology at the SKDAV Government Polytechnic in Rourkela and feels he can take on the challenge, the first of its kind in the state, which has been set before him by Odisha Skills 2018. Why, at the end of our short conversation he is even willing to pose for a selfie with me. Note, but, his unsmiling face! The guy is in serious ‘compete’ mode.

The giant facility in Bhubaneswar’s largest exhibition ground that is hosting Odisha Skills 2018 is packed with young girls, and boys like Jyoti Pradhan, from every nook of the state. There are thousands of them, galvanized by an event that is a first in the state. They are here to display their skills, learn of skill opportunities and rub shoulders with scholars, counselors and policy makers, all under one roof. The Odisha Skill Development Authority (OSDA), established in 2016, has taken a leap into the hall of fame with this event. All in a short two years since it came into being!

It began with OSDA’s singularly striking purpose, articulated with great precision:

-         That in 3 year’s time, those #SkilledInOdisha will be recognized as the country’s best and India’s best employers will make a beeline for them.

-         And, in 5 year’s time, Odisha’s talent will have global recognition, finding coveted slots in corporations around the world.

To realize its purpose, the OSDA, under the Chairmanship of the redoubtable Mr. Subroto Bagchi and leadership of some of the most capable officials of the state (its CEO, Mr. Rajesh Patil, was one of Odisha’s best District Magistrates, winning state awards for performance) has put into place an aggressive plan to take #SkilledInOdisha global:

-         In a landmark move it sent 100 ITI Principals to Singapore for an exposure to the best-in-class skilling processes in that island-state;

-          It has established channels of communication with #SkilledInOdisha trainees at their workplace in far flung areas of the country to monitor their progress and motivation;

-          It has created uniforms for all Government ITI and Polytechnic students; and

-         There is a brand new logo for #SkilledInOdisha, a vibrant, youthful confection that is completely top-of-the-mind.

(Girls from the Government ITI at Brahmapur find the Restaurant Service enclosure very attractive.Not surprisingly.The 'trade, hotel and restaurant' sector is a top employer in urban areas)

For the Skill Development and Technical Education Department of the Government of Odisha, of course, anchors all official agencies in the sector, no words of praise are enough. The Director of Technical Education and Training, Mr. Balwant Singh, is another official to admire. Over the past year I have had the opportunity to meet and interact with him and many others and am not surprised that we are seeing the rise of the #SkilledInOdisha brand.

For a student of skill development like me, this is all heady stuff actually. When I started researching the community consultation process for bottom-of-the pyramid skill development program in 2014 for a doctoral thesis (it’s still in the works!) this kind of branding and promotion of skill development was unthinkable. After decades in the corporate and development sectors watching advertising and marketing at close quarters one longed to see movement of this kind in BOP initiatives.  It must be a matter of deep pride and satisfaction for somebody like Mr. Rajesh Patil, who sold bread for sustenance in his youth while preparing for the Civil Services examination, that he is able to steward a mission that infuses identity and pride, apart from top-class learning, in students from disadvantaged backgrounds. #SkilledInOdisha is changing the DNA of skilling programs in India, with purpose, branding and pride. The go-global mode is also well and truly set. This is as aspirational as it can get. And, the world must take note.

 There is also meticulous attention to detail. One is immediately struck by the neat, spacious, professional layout of the enclosures that host the competition in various skills at Odisha Skills 2018. And, then, there is the canvass-students are getting to show their prowess in skills ranging from restaurant service to automobile technology, from bricklaying to cabinet making, from fashion technology to beauty therapy. We have, indeed cast our net wide.

There is a section dedicated to the native skills and livelihoods of Odisha. A lady at the enclosure teaches me all about the supai grass, resembling bamboo strands, from which containers are made for storing household goods. There is the famed Odisha scroll painting ‘pattachitra’ on display, as are bottles of honey and pickles.

I also meet the wheelchair-bound Chumki Datta (on far left of the picture on the left) who heads the producer group ‘Vriddhi’ comprising physically and mentally challenged individuals who hand-craft fragrant soaps infused with exotic oils and ingredients. Yes, there is a section in the event dedicated to People with Disabilities department. Chumki’s corner does brisk business with soaps priced at INR 50 only.

The energy and enthusiasm at #OdishaSkills2018 is thick enough to lift every spirit. Oh yes, there must be glitches, but I leave those to the critics. For me it is inspiring enough to be witness to a trans-formative movement. Yes again, I did manage to convey my congratulations to the man of the moment, Subroto Bagchi (I also happen to be a Wipro alumnus like him!). His response was typical of him. “Congratulations to our children actually”, he said, before being carried away by a wave of people!

NB: (a) Chumki Datta and her group welcome business inquiries. She can be reached one her mobile 93374 04760.

(b) The Odisha Skills 2018 event is a two-day affair and closes on 30 April 2018.

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