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Chapter 4
Achievement of
Auroville Industries
Auroville has come a long way towards achieving
self-sustainability since its genesis 30 years ago. The
achievements of the Auroville industry are myriad and are
enumerated below.
From practically nothing, the number of Auroville handicrafts
and small-scale industries grew to 50 units after 25 years and
to 80 after 30 years. They have multiplied into such diverse
activities as candle and incense making, pottery, gemstone
jewelry, wood and stone work, stationery, construction and
architectural services, printing and graphic design, fish
farming, cheese making, leather products, garments,
electronics and computers.
Self-reliance and Sustenance
By far, the most significant achievement
of the Auroville industries is the ability of an individual to
support himself and the strides it has taken to make Auroville
self-supporting. Earlier, residents had no means of subsisting
in Auroville which had led to a transmittal economy in which
they had to work for a certain period in their respective
countries in order to earn money and thereby survive in
Auroville. This had forced Westerners to try and set up some
enterprise so that they could stay with their family and
gradually some of them have achieved a high degree of success.
The success of the units in Auroville has also led to the
self-sustainability of the Auroville economy. If we can
compare the grants and donations with the gross turnover of
these units, it can be seen that since 1988, the growth rate
of turnover of the units has been quite high. It varies from
Rs. 150 lakh in 1988 to Rs. 880 lakhs in 1992 and to Rs. 1900
lakhs in 1997. The dependence on grants and donations has been
reduced as the rate of growth of turnover and the profits
increased, gradually exceeding that of grants and donation.
This graph can also be interpolated before 1988 which shows
that Auroville took 24 years from its inception to generate
enough funds to match the donations and grants. In 1995, the
share of profits made by the units contributed 50% of the
running expenses of Auroville.
The success of individual units can also be gauged from the
fact that profits are also increasing in magnitude from around
Rs. 38.42 lakh in 1988 to Rs. 218 lakh in 1992 to around Rs.
350 lakh in 1997.
Benefit to the nation
In terms of monetary benefits, Auroville
managed to bring in foreign exchange worth Rs. 10 crores, of
which Rs. 6.5 crores was from the export earnings of the
business units. It has also disseminated knowledge and
technology gained after many years of applied research to
Indian professionals and people through workshops, seminars
and conferences.
Auroville Product Image
The products of Auroville are synonymous
with qualities like sheer excellence and craftsmanship,
innovation and sensitivity towards environment. This has
resulted in establishing a brand name for Auroville products
and they have created a niche in today's competitive markets
which future industries of Auroville can build upon.
Environmental Management
One of the guiding principles of the
Auroville experiment is that of sustainable development in all
endeavors. A high consciousness of this principle is reflected
in their approach. The Aurovilian units have succeeded in this
with a fair amount of success.
In most of the industries studied, ways have been evolved in
which to put the waste products to some use or other. In some
industries, the waste from one unit forms part of the raw
material for another, e.g. Aditi, an applique unit, 40% of
whose raw material is sourced this way.
Maximizing the use of raw materials and minimizing waste is
another feature of some units. For example, the leather
workshop run by Venkatesh makes products varying from big
carry bags to wallets and key chains. Similarly, it has been
found that Shraddanjali, a greeting card unit, uses flowers
from their own backyard as well as leaves and grasses from the
neighborhood.
Some industries have altered their production process to be
sustainable; for example Angad fires his pottery at 1300C
rather than 800C, just because, at the lower temperature,
toxic lead compounds are produced while at 1300C, they are
rendered harmless. All garment and cloth based industries
either sell their waste pieces to workshops as scraps or use
them for making handmade paper. Auroville also has an
Ecoservice Unit, which collects all non-recyclable elements
like glass, plastic etc and practically all the wastes are
accounted for.
Inter-linkages, Esprit de corps
and Collective Realisation
Auroville units have succeeded in fostering linkages between
themselves as is evident by the dependence of other units in
their production process. For example Aureka, a metal
workshop, carries out metal works for all units of Auroville
at cost price. In times of need, other units chip in with help
and resources: Aditi may take help from Filaure in the form
of an extra tailor or cloth in order to meet rush orders. Dara,
the executive of Imagination, gives business orders to
Veerapan, a fledging local entrepreneur in an attempt to help
him.
The spirit of collective realization is also reflected in the
relationships between the executive and the workers, which
transcend the normal relationships in other cases insomuch as
the motivation for doing work as at the same level as that of
the executive. As Martina of Le Gourmet or Abha of
Shraddanjali put it, even in their absence the workers
maintain the level of productivity.
Social Development
The development of industries in Auroville has resulted in a
metamorphosis of the economic conditions of the local
inhabitants of the area. From mere foragers and collectors of
food leading drab existencess, they have been galvanized into
productive action, learning skills and being gainfully
employed. At present, almost 3000 villagers are employed in
Auroville units. This has substantially raised the standard of
living in the surrounding villages.
What was classified in 1984 as a backward area now boasts of
hundreds of skilled masons, carpenters, craftsmen, clerks,
tailors and businessmen.
The increase in material prosperity is very evident from the
pukka houses, well-dressed and well-fed people, many shops and
small production units, women on bicycles and mopeds.
Auroville and its 13 surrounding villages seem like an island
of prosperity amidst this backward part of Tamil Nadu.
One of the most significant outcomes has been the emergence of
local entrepreneurs. In many instances, local villagers,
having worked in Auroville industries, have developed the
confidence to set up their own industries. A few cases in
point are Venkatesh, who took over the leather unit set up by
Bhavana [an American] and is doing well. So too is Kama who
has his own garment industry and is the first locally born
executive in Auroville. Similarly Sundaram, executive of
Ganesh bakery, worked with Larry who was the pioneer in making
bread and cakes in Auroville. He now innovates and makes
different kinds of cakes, pies and buns and has his own unit.
Empowerment of Women
There has been a marked tendency among many entrepreneurs in
Auroville to employ only women. The reasons are many. Firstly,
quite a few entrepreneurs feel that women are easier to work
with and more sincere in their work. Also they then to be more
responsible and less of the trouble making sort. Therefore,
for jobs which require nimble fingers such as embroidery or
painting or montage, women are preferred. Also there have been
entrepreneurs who prefer to take unmarried women as they feel
that with financial independence the girls would be better
equipped to face life.
Units as an Institution
It has been found that certain industries have been created
primarily to finance a social cause like the Toy factory and a
Hammock making industry which funnel their respective profits
into the cause of the Health Center and the girl child
respectively. This way, not only are the social issues
addressed through a long-term investment that gives recurring
and increasing returns, but employment is also provided to the
villagers.
Programs and other benefits
Auroville industries make sure that their workers get salaries
that are higher than those of their counterparts in other
areas in its vicinity. Apart from the wages, they also have
other benefits like free cycles, Provident Fund, maternity
leave, paid leave, bonus during festivals and successful times
health care etc. Auroville also encourages its workers to save
for retirement and a Small Employers Welfare Administration (SEWA)
retirement scheme has been set up. Under it, the savings are
built up by contributions from the worker, employer and the
compound interest. It also arranges the Accident insurance and
is active in conflict resolution. The executive of Le Gourmet,
in order to encourage mothers with newborn babies to
breastfeed them, offers them 75% or 50% of the monthly income
for every month's extension of leave in addition to the three
month's paid maternity leave.
Apart from these, there are extracurricular activities like
evening classes where General Knowledge, English, Electronics
etc., are taught. A bi-annual picnic is organized for the
workers by most of the entrepreneurs.
All these factors shows the genuine concern of the executives
of various units for their respective workers, who in turn are
highly motivated and give as much importance to the unit's
growth as to their personal aspirations and ambitions.
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