AAAAAAAAAAAAAAAAAAAAAAAAAAA

NT Bureau
Chennai, Jan 4:

        Heritage tourism, food, agro processing, arts, crafts and manufacture of Athangudi tiles can drive the economic growth of Sivaganga district, which is currently one of the economically backward districts of the State, says the Confederation of Indian Industry's (CII's) recent study on Sivaganga business potential.

        CII says that the business potential of Sivaganga district, which contribute to around 1.4 per cent of the State GDP as compared to the State district average of 3.4 per cent, needs industry specific intervention for the identified industries, focusing on improving the availability of skilled human resources and basic infrastructure requirements like road, power, water etc.

        With its strong culture and heritage, architectural value, brand of Chettinad cuisine and growing recognition of heritage tourism among international travellers, Sivaganga can become the heritage destination of choice. The district, which has a low per capita income, can generate huge employment, as the tourism industry would have a highest employment multiplier effect with every direct employment has the potential to create 4 to 5 indirect jobs.

        However, there is a lack of marketing positioning, concerted marketing support (domestic and international level), private investment, hotels and quality road access. The famous arts and crafts of Sivaganga have been dwindling and the mansions and bungalows are not maintained properly.

        The CII study says that the investment requirement for developing the heritage tourism industry in Sivaganga, is in the order of Rs 150 to 200 crore, of which, 60 per cent to 70 per cent should be used for creating infrastructure and the remaining for developing marketing and product development strategy.

        The study moots the idea of forming Sivaganga Tourism Development Authority (TDA) to oversee the implementation of investment promotion strategies and provide policy direction.

        The study says that efforts must be taken to establish tie-up with national and regional airlines and international travel agencies to offer holiday packages covering Madurai - Karaikudi - Rameswaram belt and to market Chettinad heritage tourism on a sustained basis. The government can introduce 'Heritage on Wheels', a luxury train service covering key heritage sites in Tamil Nadu covering Chidambaram, Thanjavur, Karaikudi, Manamadurai, Rameswaram (by land line from Manamadurai) and Madurai to attract high value niche segments covering both domestic and international travelers.

        The government could create an arts and crafts village to showcase the intricate craftsmanship unique to this region and organise theme evening programmes to enhance the experience of heritage tourism.

        CII says that Sivaganga district has huge potential for agriculture and food processing industry. The study points out the need to harness the agricultural potential of the neighbouring districts of Sivaganga as the catchment area to further the agro processing industry.

        Sivaganga is bestowed with a vast stretch of land, good water table. The town has agro processing facility for rice and gherkins and enjoys proximity with the Tuticorin port facility.

        However, there is a lack of integrated waste land development initiatives, poor power supply that comes in the way of taping the water potential, absence of market linkage (backward and forward linkage) and lack of private investment in farming.

        The government should come forward to develop an Agro Processing Zone in Sivaganga, which would create direct employment opportunities from 6000 to 10000 people. The investment requirement for the zone is estimated at Rs. 300 to 500 crore, of which, over 50 per cent could be used for creating infrastructure and the remaining for developing marketing and product development strategy. The Government should establish the Centre of Excellence in crop development (COE) in Karaikudi to develop agriculture in this region.

        With the construction and tile industry showing promising growth, there will be a great demand for Athangudi tiles that symbolises culture and heritage.

        The study suggests that the producers and investors of the Athangudi tiles form a nodal agency that would assist in the development of the market for Athangudi tiles and develop the market, both within and outside India, by building a brand for Athangudi tiles and ensuring IPR protection.

        The study urges the government to support the overall development of human resources in Sivaganga by launching a Grassroot Level Skill Development Initiative (GLSDI) targeted at the district's unskilled workforce.

        The initiative should aim at imparting basic training to unskilled labour (primarily agricultural workforce) so that they can take up jobs in the

        State's industrial and service sector units.