Guddi Baji Program in Sialkot

GB Program Review GB is Pakistans first rural beautician program Launched by the collaboration of Unilever and ITA (Idara-e-Taleem-o-Aaghai) in many districts of Punjab, KPK & Sindh

Guddi Baji is an initiative to create and enhance livelihoods opportunities for rural girls/women of Pakistan through certified skills leading to female and youth empowerment To reduce poverty through extension of skills and economic opportunities for young women GB Program Review

Guddi Baji project is a perfect example of creating sustainable livelihoods - a core business model in the value chain. An extensive program through which Guddi Bajis earn two ways – 1)by selling Unilever brands & 2)Extending beauty services Unilever brands sales are tied with incentives to help them establish their own beauty parlors (fixed/mobile) Scale and Geographical outreach

Implementing Methodology GB Labs were to be established in three tehsils of Sialkot Recruitment of girls in Unilever identified areas of Sialkot – Hiring of recruitment team – Door to door recruitment – Recruitment through teachers – Recruitment through WDC students – Recruitment through local NGOs

Education department was contacted for provision of room in the identified areas of Sialkot as schools were the first preference for establishing GB Labs EDO of Education did not agree for provision of room for GB Lab due to his religious conflicts Implementing Methodology

Second preference were TEVTA Colleges for establishing GB Labs Asked DM of TEVTA for provision of room in TEVTA Colleges of Sambrial, Daska & Pasrur But TEVTA Department also had some official issues in provision of room Implementing Methodology

At last Social Welfare Department was contacted for provision of room Social Welfare Dept agreed to provide room in Sambrial, Daska & Pasrur and Phoklian for establishing GB Labs Implementing Methodology

Visited TEVTA office for hiring TEVTA certified trainers Preparation of Labs Implementing Methodology

Monitoring Plans In first two weeks of beginning of GB lab, lab would be visited the whole week. After first two weeks each lab would be visited two days a week Teaching capability of trainers would be monitored Progress of girls would be monitored Duration of time is divided into three periods. Lectures will be given by expertise once a week.

Targets Three GB Labs were to be established in three tehsils of Sialkot i.e Sambrial, Daska & Pasrur Maximum 40 girls were to be recruited for each lab from Unilever identified areas and villages in Sambrial, Daska & Pasrur

Achievments Two GB Labs are established in Sialkot First GB Lab is established in Sambrial in women development centre of Social Welfare Dept Second GB Lab is established in Daska in women development centre of Social Welfare Dept

Challenges in establishing GB Labs in Sialkot The most challenging task in the whole project was provision of room for GB Labs in Sialkot as Education Dept of Sialkot & TEVTA Dept did not agree to provide room Recruitment of girls in Unilever identified areas and villages was also challenging

Research on other trades Other livelihoods like Domestic tailoring, AutoCAD, Cooking, Hand & Machine Embroidery Clutch and shoe making can also be initiated in established GB Centers

Sambrial Lab Data

Lab Pictures