SHALOM SOCIAL ENTERPRISE



AIACA - All India Artisans and Craftworkers Welfare Association





In 2012, AIACA came into the horizon of SHALOM and broadened it widely. After a long process of interviews and interaction with several other Toda organizations in the district, AIACA chose SHALOM as the most promising to further the cause of the Toda women. Through the CSR program of the Royal Bank of Scotland, AIACA promoted a total revamp of SHALOM and its methods making it professionally run and productive. From a Self Help Group, which has a lot of limitations; AIACA converted SHALOM into a Social Enterprise. A Manager was appointed to look after the Accounts and promote Marketing. A Supervisor was appointed to run the day to day business and manage Production in a streamlined manner. AIACA supplied all the equipment necessary to run a small tailoring unit. 3 sewing machines, a large cutting table and accessories were given to SHALOM. Until then, Sheela had been doing the tailoring herself, or outsourcing it to local tailor. Now 3 girls were picked and trained to tailor the finished products. SHALOM was on its way to rapid expansion. AIACA helped them with contacts who wanted to buy Toda embroidered items as corporate gifts. They paid the artisans handsomely, the wages increased fourfold. They now had enough money to buy raw material in bulk. Till then Sheela would travel to Karur, scour the market for left over bits of the special white cloth needed for the embroidery and come back with bundles of 50 – 100 m cloth by bus. The manufacturers wanted an order of minimum 1000 m if the material was to be made to specification, which SHALOM could not afford. Now with AIACA ’s backing, bank managers were willing to give them loans. SHALOM ordered 1000m of cloth, investing a sum of RS. 2 lakh rupees, in raw material. A gamble which paid off. Sheela used to travel to Chennai to buy all the accessories – beads, strings, zips and tapes, key chains, bag handles. Now, she could contact the suppliers by phone and ask them to send her order. The manufacturer from Karur now calls to get his order.



SHALOM WELFARE SOCIETY





In 2014, SHALOM went through another transformation and became SHALOM WELFARE SOCIETY to make use of more financial benefits as suggested by their auditor. One of the members of the Society, Pamela was elected President, and Sheela as Secretary. The range of products increased dramatically. From furnishing, it began to include attire – sarees, skirts, yokes, blouse pieces. SHALOM had a presence on Facebook and their website saw constant traffic. They became well known in exhibitions and they sold their products in 6 major fairs every year and several minor ones. A short film was made on Sheela, the Todas and SHALOM by the team who made the hit movie, Sui Daaga ( Needle and Thread) as part of their promotional activity.



SHALOM WELFARE SOCIETY





In 2019, WOMEN ON WINGS, a consulting organization for Small Women Based Organizations contacted SHALOM. WOW’s aim is to create 1 million jobs for women in rural India. SHALOM, based in the hills, working with tribals, employing more than 300 women; with rapid growth and the potential to grow even more fit their specifications. A team from WOW visited SHALOM’s office at Ooty, travelled to the munds to meet the Todas in their home space and found that all their criteria matched. Their support to SHALOM has involved teaching, training and every day support in Marketing Strategies with special emphasis on Online Sales; Accounting Software and support, Social Media promotion including Facebook; monitoring and improvement of Production and Introduction to possible Investors and Customers. WOW led SHALOM to its first Export Order. WOW has also supported SHALOM in conducting a SKILLS Training Programfor VALUE ADDITION for 60 non – Toda women , paying for wages, bus fare, food and the cloth used in the program. 50 of the women so trained, continue to work with SHALOM. They help to create the finished products, adding the accessories, binding, creating the edging and tassels, working from home.


CONCLUSION


Although there are several organizations that work with the Todas in the Nilgiris, SHALOM continues to shine as a beacon, because of the family feeling and support women find within SHALOM. The Toda women are assured that they will be given food, support and money any time they turn up at the office. They receive remuneration immediately and collect fresh work. One lady remarked, “I can keep the pot with water to boil on the stove, come running to SHALOM to get my money and go back to cook my rice”. Such is their faith that their wages will be paid immediately. Even in these difficult COVID times, when sales are very low, they continue to be given work so their income does not suffer. The main problem going ahead is the dwindling number of Toda women who can execute this craft. The population of the Todas numbers around 1500. Discounting men and children, there may be around 600 women who can create the embroidery. With education and government jobs, commitment to the art is fast dwindling. Many of the artisans are women in their 60s or more. One lady, P… , aged 90, continues to work with SHALOM, taking home a weekly wage of Rs.1500 . This wage is her only means to support herself. To keep the craft alive, the solution is to train women from other communities to do the embroidery. To keep the growth of SHALOM and all its women, diversification is another path that it has to tread. SHALOM could venture into different products - furnishings products, to increase its market and range, to help its members and membership grow.



Claremont, Club Road, Ooty - The Nilgiris - 643001, India