How DDU-GKY training is empowering women with jobs in Retail and Hospitality Sector


Retail jobs are quite aspirational among youth in India. Many young students are opting for Retail Sales jobs on completion of skill-based, job-oriented training programs like Deen Dayal Upadhyaya Grameen Kaushalya Yojana (DDU-GKY). The Employment Generation and Marketing Mission (EGMM), Government of Telangana has successfully implemented English Work Readiness and Computer (EWRC) Training Program under DDU-GKY scheme in many districts in order to prepare rural youth for jobs that can help them sustain themselves and their families. The National Skills Network – NSN team caught up with Kartikeya Anand, who has done his Masters in Public Policy (MPP) from The Indian School of Business (ISB) and is currently working as Senior Consultant, EGMM, Government of Telangana to know more about the positive impact of training program, its highlights along with few examples from the Retail and Hospitality Sector. 

We visited the Inorbit Mall, Hyderabad to meet some of the Associates from Peddapalli district, Telangana, who are placed in stores like Pantaloons and Quick Service Restaurants (QSR) like Burger King and KFC. This Diwali, let’s celebrate the skills and knowledge that give us a delightful shopping and dining experience.

Retail Sales Associates and Quick Service Restaurant Associates, Inorbit Mall, Hyderabad

Anusha and Manga, Retail Sales Associates at Pantaloons have completed their Bachelors degrees from Peddapalli. Both of them were all smiles when we asked if they enjoyed their job at Pantaloons. Anusha opted for Retail Sales after completion of DDU-GKY training, she felt she would like this more than Hospitality sector. Manga finds the training quite useful in performing on the job. She is able to interact with the customers very well, by talking freely and explaining the products. Anusha and Manga thank their trainers Mr. Vinod Kumar, Mr. Shridhar and Ms. Ruchi for imparting the skills and instilling confidence to stand on their feet.

National Skills Network NSN at Pantaloons DDUGKYThey are able earn upto Rs.10000 per month and they manage to send Rs. 4000 to their parents. Since they stay in the hostel, they are able to save a decent amount to help their families. While Anusha is quite content to kick start her career in Retail, Manga dreams big and hopes to own her own retail business!

“How does it feel to work in a city like Hyderabad being away from parents?” This didn’t seem like a big challenge to them. All DDU-GKY trainees are well-counselled along with their parents about the workplace, employer and work environment and post-migration support.  The expectations from the job and cultural issues are well-discussed to avoid any misunderstanding from any of the stakeholders.

Kartikeya A EGMM consultant

Kartikeya Anand

“I give a lot of personal attention to counselling the parents, I have personally visited some families in Peddapalli and briefed the parents about the nature of jobs. Later, when the candidates get placed, we bring the parents to the workplace, the Inorbit Mall, in this case and showed them around to bridge the gap between parents and employers. Anusha, Manga, Monica and others are from the first batch of DDU-GKY (training for women empowerment) in Peddapalli and I am happy to see them confident and motivated!”  

EWRC Training Program is one of the pioneer programs under DDU-GKY. All our Master Trainers are the most valuable assets and key pillars for EGMM as they are transforming unskilled youth into skilled workforce globally and making unemployed rural poor youth as employable and responsible citizens of our nation. I would like to thank all EWRC trainers for their wholehearted cooperation, commitment, dedication and contribution towards EGMM DDUGKY skill development program. The list includes Mr Rakesh, Mr Vinod Kumar, Mrs Imran Sulthana, Mr Amarnath, Mr Anwar, Mr Sandeep, Mr Ravi Kumar, Mr Rajmouli and many more …

DDUGKY trainee at PantaloonsMonica, is one of the Cash Counter Executives at Pantaloons and she finds the job very interesting, since it picked it up from other options. She says the training in basic computer skills from DDU-GKY was very helpful in learning the billing software along with handling gift vouchers and gift cards. She finds her team members very cooperative in handling transactions and she dreams of becoming the Head Cashier.

In QSR outlets of Burger King and KFC, where Anjali and Bhanu are placed, they had a choice between the Kitchen and the Cash Counter. Both have completed their Intermediate at Peddapalli. They found the DDU–GKY training quite helpful in picking up many skills pertaining to the job role. This includes customer interaction, order management, time management and preparing the food items in the kitchen.

DDU-GKY QSR Burger King

DDU-GKY trainee at KFCThese young women, equipped with skills and brimming with confidence, represent thousands of others who are performing similar job roles in different parts of India. Training programs like DDU-GKY have helped them learn new skills and knowledge and shown them a path towards employment and career growth. The role of an Associate is the first step towards a promising career that can help them fulfil their dreams.

About English Work Readiness and Computer (EWRC) Training Program from EGMM, Telangana

English Work Readiness and Computer (EWRC) Training Program under DDU-GKY has been implemented across 31 districts of Telangana to impart Spoken English, Soft Skills and Computer Skills for the rural poor unemployed youth in Retail and Hospitality sectors. The program is conducted by highly qualified Master Trainers to ensure that the candidates are taught under able guidance and support. The objective of the program is to provide placements after completion of training for enabling sustainable livelihoods for youth and their families. The following criteria is followed for skilling the Rural Youth across the 31 district of Telangana.

Highlights of the EWRC Training Program and its process

  • Highly qualified and skilled trainers to impart such rural unemployed youth in Retail, Hospitality and Soft Skills 
  • Mandatory acquisition of keyboard/typing skill with a minimum of 30 words per minute with 100% accuracy
  • Certification of trainers under ITAC under Australian Skills Development and other trainers are Master Trainers under DDU-GKY Trainers’ knowledge about job roles in concerned industry sector and suitable pedagogy and teaching methodology for rural youth
  • Mobilization of rural youth by visiting mandala and villages using systematic processes to identify, motivate, counsel and screen them as per DDU-GKY norms with extraordinary support from DPM’s, APM’s, CC’s while mobilizing the youth in the field from SERP
  •  After successful completion of the training, the trained youth will get confidence to work Retail and Hospitality Sectors and are able to operate computers and communicate effectively both English and Telugu
  • Bringing the trainees on one platform for interviews with HR Executives for suitable placement in Retail and Hospitality Sector organisations with the salary of 10,000/- and above.


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