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Basics

Describe yourself briefly.

Ms.Thilakam Rajendran has been associated with the Disability sector in India for more than 25 years. With a Masters in Human Resource Management and a post graduation Diploma in Special Education her major challenges were finding employment and livelihood solutions for adults with mild to severe disabilities both in urban and rural areas. She has advocated in bringing major changes in the mindsets of people by showcasing abilities of people with disabilities and creating innovative employment opportunities which are inclusive and makes business sense. She and her team has facilitated placements for persons with disabilities in various models of integrated employment--open, self and supported. She pioneered the concept of partnerships with Industry Associations like FICCI, Export Promotion Council, Apparel Training and Design Center, CII, Vocational Rehabilitation Centre, Labour Ministry and organized ‘Career Development Forum' and ‘Jeevika Sammelan’(Job fairs) for people with disabilities along with industry specific trainings. Currently, as Managing Director of ARUNIM, she is incubating number of entrepreneurs and enterprises of persons with disabilities which empower them.

Describe your Unreasonable Venture in 100 words or less.

“It is the fundamental right of everyone to realize himself however imperfectly and contribute for the common good – however little. It is duty of the society to recognize this right – the right of the disabled to be contributing members of the society.”
Hellen Keller
ARUNIM (Association for Rehabilitation under National Trust Initiative of Marketing) is a path breaking initiative of National Trust, to create sustainable enterprises and Entrepreneurs of persons with disabilities.ARUNIM provides holistic support through Product Design,Business incubation,Mentoring and Marketing of products & services of enterprises of persons with disabilities.
It is registered as a non-profit society and was launched by Dr. Abdul Kalam former President of India,on the 22nd September, 2008.
Vision:
To empower Persons with Disabilities to be active partners in contributing to the growth of the global economy.

Mission:
ARUNIM builds an entrepreneurial approach towards economic empowerment and self reliance for Persons with Disabilities and other marginalized groups, with a focus on developmental disabilities.It will enable persons with disabilities to say-
I AM..AND I CAN .

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Team

Describe your relevant experience (especially entrepreneurial).

Creating innovative enterprise solutions for persons with disabilities
which has become policy and preferences today-
1. Initiated mobile wheelchair kiosks.
2. Networked with educational institutions to outsource their Canteen,Stationary and photocopying jobs to persons with disabilities
3. Introduced products made by persons with disabilities to FabIndia,Good Earth,Cottage Industry etc as 'Shop in Shop concept' 10 years ago which today is preferred as premium products
4. ARUNIM launched a first ever unique competition-' E3 Challenge 2010'
(Economic,Enterprise and Empowerment Challenge) a competition for NGO's and persons with disabilities to submit Business plan Proposals which instill the drive of 'Entrepreneurship' and provide an opportunity to take control of their lives and future.

Why is your team uniquely qualified to run this venture?

Its a team of diverse abilities complementing each other skills and competency-
1.Pooja: Program co-ordinator with an experience from Microsoft, qualified MBA and a person with disability. 2. Shanker: Project Manager with an experience of 15 years in Business development and
Marketing. 3. Suresh: Manager Finance and Administration retired from Handicrafts, Ministry. 4. Muthamma: Resource Mobilizer with 18 years experience 5. Bhupinder: Sourcing and logistics Executive and excellent graphic designer. 6. Helena: Product Designer with experience of working with grassroots artisans and creating products worthy for domestic and international markets. 7. Shatrugan, Mukesh & Nitin are sales staff who manage our 3 retail stores 8. Harish: office attendent who is a silent contributor to the team.

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Venture

What is the urgent social or environmental need you're addressing?

As per WHO and World Bank- 10% of world’s population (about 600 Million) are people with disabilities. 80% of this population live in developing countries (UNDP report). 20% of the world’s poorest people are people with disabilities. India has about 40-80 Million people with disabilities. And just 0.1 Million people with disability could get jobs, even after Government Directives (NCPEDP). India is one of signatories of UN Convention on Rights of Persons with Disabilities and progressing towards Inclusive Growth. Majority of them are part of Sheltered workshops within NGO's which focus on rehabilitation than economic empowerment.They engage in production activity which are not market driven and low Entrepreneurship focus but have excellent potential & opportunity to become Enterprises.

What is your solution to this need? Describe your business strategy.

ARUNIM (Association for Rehabilitation Under National Trust Initiative of Marketing) is an organisation which would: 1) Develop “entrepreneurial” mind set among NGOs, 2) Create a focus to produce “what market wants," 3) Introduce Technology support for mass production & cost reduction, 4) Create cluster of NGOs and leverage on their strengths, 5) Build competence & capabilities through design interventions,product development and training in Enterprise management. 6) Provide market intelligence and linkages. Will build 7) 'ARUNIM' as an umbrella brand for promoting all products and services of persons with disability. We have plans to have two wings: a for profit and not for profit for sustainability with retail stores to showcase products.

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Milestones

Convince us it will work. What milestones have you achieved?

In my 22 years career in the disability sector and created more than 200 livelihood solutions for persons with disabilities & ARUNIM is THE answer. Since its inception last three years ARUNIM conducted more than 25 training workshops. Saw amazing changes in products quality and packing which resulted in remarkable sale this year with a four times jump. This proved our products sold for its own worth, unique craftsmanship, product quality and not for charity or sympathy. ARUNIM launched three retail outlets in Delhi recently. ARUNIM has initiated a project on automated paper bags in Delhi, plastic free city and to create direct livelihood for more than 50 persons with disabilities. ARUNIM launched a Business Competition 'E3 Challenge' in partnership with UNDP & NSDC for its members.

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