District Rural Development Agency

The Society for Elimination of Rural Poverty (SERP) was established by the Government of Andhra Pradesh (GOAP) as a sensitive support structure to facilitate poverty reduction through social mobilization and improvement of Livelihoods of rural poor in Andhra Pradesh. As per the Andhra Pradesh Reorganisation Act, 2014, SERP is divided into AP SERP and TG SERP for implementing Indira Kranthi Patham (IKP). SERP, AP, is implementing Indira Kranthi Patham (IKP) in all the 656 rural Mandals of 13 rural districts in A.P. The vision of SERP is to enable every poor family in rural Andhra Pradesh to come out of poverty and stay out of poverty. SERP works on a comprehensive multi dimensional poverty alleviation strategy by focusing equally on the Livelihoods Value Chain and Human Development Indicators. The fundamental unit of development at SERP is the rural poor households and all interventions of SERP strive to achieve essentially two out comes – sustainable per capita household incomes of Rs.1,00,000/- per annum from multiple sources and improved Human Development Indicators.


Empower those socially and economically challenged people across the state and enable them to learn about available social entitlements cum benefits. Ensure these are being well accessed and utilized to witness significant progress in the scale of All-inclusive growth.

Criteria’s defining the economically and socially weaker sections were rationally framed and the demographic spread of these target communities within the state to be located. Recognizing their existing asset base, skillset and primary means of subsistence and sustenance is a core agenda. Formulate a constructive means to enrich these aspects and they ultimately realize a holistic human development. Adopting the Information Communication with Technology to ensure transparency and improved efficiency across our process for assured accomplishments as envisaged in our vision.

Institutional Building

Sustainable development process depends on the active participation of the marginalized and other sections of the society. Community participation and community ownership has resulted in emergence of strong, sustainable and member controlled institutions of the poor. During the reporting period Institution building has occupied the central stage in the project implementation. In the process of promotion of member owned, member managed and member controlled institutions of Poorest of the Poor/Poor, SERP has adopted new strategies viz., transferring the power and funds to Mandal Samakhyas, preparation of Micro Credit plans for utilization of their own and out side funds including CIF and Bank credit and ensuring effective communication by having direct interactions with communities through Video conferences and sending all circulars and instructions both to DPMU and MSs directly in the local language. Also more emphasis was given to develop a cadre of social capital, who shall act as a sensitive support mechanism for people’s institutions and for strengthening of CBOs. The strategies followed to achieve the goals and the status is as follows:


Grading of SHGs

Description :

Grading is undertaken primarily for assessing the institutional and financial discipline of the SHGs. Grading enables external financial and other institutions to understand the quality of SHGs. Grading also enables identification of the strengths and weaknesses of SHGs and facilitates interventions for their improvement. Grading of SHGs is based on 5 key parameters shown below.

  1. Regular meetings
  2. Regular Savings
  3. Internal loaning
  4. timely repayment
  5. Proper book keeping

Based on the above parameters each group will be graded as “A”, “B”,”C” and “D”

Objective :

          Monitoring the Groups performance based on Grading and take Immediate action for improving the performance of the SHG.

  • All the groups in this district may be in either “A” or “B” only.

Process :

  • As a special drive 100% mobile book keeping, conduct of regular group meetings and prompt repayment of group members caused to increase of the group’s performance.

Out Come:

  • At present there are 99.93% groups are moved in A and B grades. Present only 44 groups are in “C” grade and no groups are in “D” grade in this district.
  • 53855 (85%) SHGs are in “A” Category.
  • 9599 (15.11%) SHGs are in “B” Category.
  • Only 44 (0.05%) SHGs are in “C” Category.
  • No SHGs in “D” Category

SHG Bank Linkage Reduction of OD and NPA:-

In the Category of SHG Bank Linkage NABARD has designed some guidelines that, How the SHGs are eligible for obtaining the loans and the pattern for repayments, usually most of the SHGs are awaiting their loans under CCL Category than Term loans.

It aims to enable the poor households in accessing adequate formal credit at their doorstep through their membership in SHGs to consumption smoothening or even support existing livelihoods through implement Micro Credit Plan (MCP).

In west Godavari District every field functionary has a clear awareness on Analysis process and repayment status account wise periodically with regular follow up of the loan account repayments especially by the cluster CCs. And also field functionaries have been securing 95% of monthly outstanding data entry for non CBS Banks. And maintain regular updation of Renewals of CCL loans in APM credentials. Bankers also perform positive reaction towards soft repayment culture in SHGs by conducting CBRM meetings along with member education on financial’ literacy by the field functionaries. District administration has also been initiate review meeting on reduction of OD and NPA, especially by the District Collector every week.

By this process oriented strategy, West Godavari District has been with 0.51% of NPA which can be stood 1st place in the state as well as 0.16% of OD. DPMU has been securing 0.15% of OD and 0.49% of NPA. In case of TPMU 0.34% of OD and 1.30% of NPA positively.


YSR pension Kanuka

Description and Objectives

  • For providing secured dignified life to all the poor vulnerable particularly old and infirm and support their minimum needs bring happiness in their lives Govt has enchased Social Security Pensions (5) times under YSR PENSION KANUKA Pensions Scheme.
  • All types of pensions have been enhanced from Rs.2000/- to Rs.2250/- and incase of Disability Pensions enhanced Rs.3000/- to the persons having disability 80% and above.

 Process followed:  

  • Every month pensions are being disbursed to the pensions using Panchyat Secretaries/VRO in Rural Area. And Municipal Staff and Bill Collector in Municipal Areas.
  • In every Gram Panchayat Flexies arranged for display of pension disbursement date, time and place.
  • For transparency in implementation of scheme tabs and biometric devices are using in the pensions distribution.
  • Every month 98% pensions are being paid using pensioners biometric authentication.
  • Only 2% pensions payments are being paid using PDO authentication , due to usage of both iris and FP biometric devices in pensions disbursement.
  • Every month cash arrangement to the PDOs well in advance to start disbursement from 1st
  • To the bedridden pensioners and disabled pensions are being disbursed their doorstep

Outcome :

  • Pensions payment reaching to the pensioners every month with out delay.
  • This leads to satisfaction and helps to meet their minimum needs.
  • Due to less PDO authentication no scope for mis appropriation in pension disbursement.
  • Pensioners are happy with timely payment every month before 5th.


This programme starts to enable every POP family in the State to come out of the poverty with increased and sustainable livelihood opportunities established with the aid of an intensive handholding support. This programme is applied to SC/ST families.

SERP department has conducted detailed survey and scores given to each SC/ST family. The families Top ranked were the most vulnerable ( ultra poor House Holds) having less assets and income.

  • Unnathi Loans shall be given to SC ST Women belongs to SHG Groups in the District to support growth in their family income. Two components (1) SCSP (2) TSP involved in Unnathi Scheme.
  • In the year 2017-18 an amount of Rs.8.86 crores fixed as Target under SCSP and grounding completed for Rs.8.63 crores (98%).
  • In the year 2017-18 an amount of Rs.3.21 crores fixed as Target under TSP and grounding completed for Rs.2.83 crores (95%).
  • At mandal level there shall be a cluster CC who applies for loan requests in Sthrinidhi site. The Mandal APM approves it. The sanctioned amount credits into VO account. VO purchasing committee grounds the units.
  • Only the eligible and needy SHG SC, ST members were sanctioned with loans.
  • The Field staff took special care during the grounding of loans.
  • The District Collector & Magistrate has shown special interest on recovery through conducting review meeting weekly and teleconference and alert the field staff daily based on OD NPA Online Reports. Leads to better recovery the then other Districts.
  • To avoid misuse of funds, Necessary steps have been regularly taken by the field staff.
  • All the recovered amount will be recycled to that more and new loans can be sanctioned to SC, ST Women for their development in the Unnathi Scheme.



Sthree Nidhi credit cooperative Federation Ltd., is promoted by the Government and the Mandal Samkahyas to supplement credit flow from banking sector and is a flagship programme of the Government. Sthree Nidhi provides timely and affordable credit to the poor SHG members. SHGs are comfortable to access hassle free credit from Sthree Nidhi as and when required using their mobile and therefore do not see any need to borrow from other sources at usurious rates of interest. Sthree Nidhi is in a position to extend credit to the SHGs even in far flung areas of the state in 48 hours to meet credit needs for exigencies like health, education and other income generation needs like agriculture, dairy and other activities. As credit availability is linked to grading of MS and VOs, community is keen to improve functioning of the same to access higher amount of credit limits from Sthree Nidhi.

Stree Nidhi was established in Oct, 2011 by Govt. of Andhra Pradesh and Mandala Mahila Samkhyas (MS) & Town Level Federations (TLFs), to cater to the emergent financial needs of SHG women, both in rural and urban areas of Andhra Pradesh.

Aims and Objectives:

The objective of Stree Nidhi is to provide low cost and timely credit to poor SHG women in a transparent and easily accessible manner through SHG federations i.e. VO/SLFs and MS/TLFs. All the loans provided by Stree Nidhi are for women empowerment. Livelihood loans are provided by Stree Nidhi to SHG members for asset creation and also for working capital requirement. Maximum loan amount provided by Stree Nidhi is Rs. 1,00,000/- Activities financed by Stree Nidhi are Agriculture, Business, Retail trade, Self-employment and Small scale enterprises. The main objective of Stree Nidhi is to encourage women to become an entrepreneur and achieve a minimum monthly family income of Rs. 10,000/-.




Generic medicines are clinically interchangeable with original brand medicines and have the same quality, efficacy and safety profiles. They are, nevertheless, much cheaper in price. Thus, while providing the same therapeutic outcomes, generic medicines lead to substantial savings for healthcare systems. Therefore, the quality use of generic medicines is promoted in West Godavari by name of ANNASANJEEVANI GENERIC MEDICAL STORES. 85 shops in the district and  48  shops run by Mandal Samakhyas  and 37 shops run by SHG women members and rural entrepreneurs.



  • Substantial savings for health care to Rural People in West Godavari District.
  • The campaign will also aim at impressing upon the public to urge doctors to write prescriptions only in capital letters and also mention the generic name of the branded medicines prescribed so that patients can go for the cheaper version available in the generic medical shops, he explains.
  • The all medicines to supply at door steps of the people as per patient survey.



  • All medicines procured from C&Fs and Super stockists to CDS and send to mandal level Anna Sanjeevani Shops.
  • All shops having formasists  which as operated by Mandal Samakyas.
  • Patient survey conducted at VO level in the district and indents taken from patients.
  • Medicines sales at village level during pension distribution days.
  • Medicines distributed to doorsteps to patients as per survey indent.



  • This programme is continue to be successful in this district . In this programme monthly Rs.40 lakhs generic medicines are being bought by rural people in all mandals. Every month nearly Rs.60 Lakhs rupees was saved to the people in this district. 4.8 Crores turnover achieved in the year 2017-18. Nearly Rs.7.2 Crores was saved by the rural people.
  • Good response these 85 outlets in the district which stock over 2000 medicines for various conditions, including diabetes, Hypertension, Cancer, orthopaedic and heart ailments.



Description :

State Government prestigious scheme “YSR Bheema “is introduced to provide relief to the families of unorganized workers in case of death or disability of the unorganised worker leaving the families in great distress. The death or disability due to the accident of an unorganized worker results in misery to his family and hardship caused by reduced earnings and medical and other expenditure relating to the accident. Hence, there is every need to provide accident death and disability insurance to the worker towards social security. Further, even natural death of an unorganized worker results in undue hardship to the family members left by the worker who need to be provided some relief. All unorganised workers in the State in the age group of 18 to 70 years are eligible to be registered as unorganised workers and enrolled as beneficiaries of the YSR Bima Scheme.


It is one of the Important and very useful insurance scheme to Un-organise sector people.  In our District 23.5 lakhs un organized workers covered in PMJJBY – YSR BEEMA Insurance scheme. From oct 2nd 2016 to till date 14180 claims registered under YSR bema insurance scheme. Out of this 13820 documents submitted to Insurance Companies. As of now 12667 claims settled by Insurance companies.

YSR bema claim benefits are given below :

  1. Normal claim ( 18-50 ) = 2 Lakhs, Normal claims ( 51 – 59 ) = 30.
  2. Accidental claims ( 18 -69 ) = 5 Lakhs.
  3. Partial Disability claims = 2.5 Lakhs , Fully Partial Disability claims 5 Lakhs.
  4. Scholarships given to 2 childrens per each policy  for academic year @ 1200 per child those who are studying from 9th to Inter / ITI.


  • All Eligible Un organized sector people should be covered under YSR bema insurance
  • Rs 5000 Interium relief should give to all Deceased nominees within 1 hour of the death registered at callcenter.
  • Final Claim amount should be given to all Deceased nominees as the day of ceremony of normal claims and for accidental claims as maximum of 30 days.
  • Scholarships amount should be given to all Eligible students those who are studying from 9th to Inter /ITI.

Process Followed

  • 2 shg womens positioned as Beema mitras in Each Mandal and Muncipalities
  • We are creat separate logins to all Beema mitras, GP Secreteries, Sub Inspector of Police, Govt Hospital Doctors and Munciple Commissioners
  • At the time of Claim registered at Callcenter default sms sent to Concern Beema mitras and GP secretaries, SI, Doctors.
  • If Normal claim registered at Callcenter default sms sent to Concern Beema mitra and GP Secretaries
  • If Accidental claim registered at call center sms sent to Concern Beema mitra and GP Secreteries, SI of police and Govt Hospital Doctor etc
  • We are registered all Deceased claims at call center in same day
  • We are giving Rs 5000/- to all Deceased nominee within 1 hour of death happened
  • We are Collecting and Uploading of all Normal Claims within 24 hours of Death happened
  • We are Collecting and Uploading of all Accidental claims within 48 hours of Death happened
  • Our Dist Collector sir and Project Director DRDA are conducted department wise review on Every Monday and Saturday regarding Pending claim Documents
  • Our Dist Collector sir has conducted department wise review Through VC on Every Thurs day / Friday regarding Pending claim Documents
  • Serp given advance payment to all Deceased nominees through DPM recommendation on DAY of Death Ceremony

Out Comes

  • All Breaved families getting Rs.5000/- within 1 hour of the death
  • We are able to giving final payment of claim amount to all Breaved families within15 days for normal claims and within 30 days for accidental claims
  • We are uploading all Claim documents i.e Normal 24 hours and Accidental claims 48 hours. Even though Accidental claims also collected in 48 hours.




In West Godavari District 5 lakhs Seed kits with 14 varieties of seeds have been distributed to SHG women and Anganwadi centers for development of kitchen gardens. These kitchen gardens provides healthy vegetable to the families and children in the Anganwadi Centers.


  • To create awareness about kitchen gardening.
  • To improve skills for growing fresh and safe vegetables without use of any pestiside
  • To provide complete set of production technology including quality seedings and potted plants of summer and winter vegetables.
  • Cultivation in a small area facilitates the methods of controlling pests and diseases through the removal of affected parts and non-use of chemicals.
  • This will only facilitate successful production of our own requirement of vegetables.
  • This is a safe practice, which does not cause toxic residues of pesticides in the vegetables produced.
  • Gardening gives dual benefits of food and income generation.


At District Level Seeds have been procured through tenders by District Purchase Committee under the Chairmanship of Joint Collector and prepared 5 lakhs seed kits with 14 varieties of seeds packing  by SHG women.

Varieties of seeds :





  • Identification of SHGs Growing vegetables in her kitchen garden and now she provides healthy and secure food to her family year around. She no longer needs to buy vegetables from the market , and the nutrition of her family have improved significantly.


Description :

  • To Convert large no. of non-literate, school drop out, unskilled and unemployed youth into productive workforce.
  • To build job specific skills among the unemployed and place them in appropriate private jobs.
  • Articulated by the community One Job for every poor family.
  • One job to an underprivileged family takes the family out of poverty in a sustained manner.

Aims/ Objectives

  • Providing the skill development training at village level in a professional manner.
  • Concentration on providing skill development trainings to rural unemployed youth.
  • Establishment of village level training center, which is convenient to women to take skill development training at village level as per their convenient time.
  • Main aim is to upgrade the skills of one lakh persons minimum per year.

Process Followed

  • Separate OMR sheet has been designed for easy identification of unemployed youth and SHG Women. who required Trainings & Trades for their Skill development.
  • Out of the available 135 skill development trainings in OMR Sheet applicant can choose one or more trainings as per their choice.
  • Door to door Survey has been conducted for identification of rural unemployed youth.
  • So far data has been collected in OMR sheets from 205000 rural unemployed youth.
  • Course wise bifurcation completed for the 205000 Unemployed youth. course wise batching and matching completed.
  • A special project has been submitted to PMKVY on 6 Job Roles.
  • To impart village level Trainings we made a model VO Building cum skill development Training center with the facilities of 5 Desktop computers, Library, Screen  & projector,  UPS, 10 sewing machines including industrial machines and sanitary napkin vending machine.
  • At present 874 VO Buildings are under constructions will be completed soon.
  • At present we tie-up with APNRT to placed the unemployed youth in CRDA start-up companies.
  • At present we mobilize 4000 B.Com & MBA (Finance) graduates and conduct the online preliminary examination for training cum placement programme.
  • We are established 7 Residential training centers in West Godavari District as per  DDU-GKY-SOP.
  • In West Godavari district every month we conduct minimum 4 Direct Placement programmes for unemployed youth.
  • We specially focused on the Polytechnic, Engineering & Degree college’s final year students for upgrade their skills.
  • Each applicant having their own choice to choose the multiple courses for upgradation their skills.
  • We submit the Special Project for PMKVY to implement non residential trainings in West Godavari.


  • Preliminary we got 5000 target from PMKVY non Residential Special Project.
  • At present we select the NSDC & MoRD training partners to give non residential trainings in 50 VO buildings.
  • Achievement SEEDAP-EGM targets and placements as per DDU-GKY norms




1 2 3 4 5 6 7 8
1 Training Cum Placement through own training center SRTP 450 386 100 291 0 486
Direct Placement 900 0 0 0 2251 2251
Training Cum Placement throught PIA’s  training centers 3745 887 110 692 0 997
Total Achievement 5095 1273 210 983 2251 3734


 Judicious utilization of Paddy Procurement Center service charges for construction of Village Organisation Building cum Skill Development Centers

1). Description :

For proper Utilization of amounts earned by Village Organisations through Paddy Procurement government has given permission to establish the following facilities with the amounts available at Village Organisations.

  • Infrastructure facilities for DWCRA BAZARs , Godowns, Mini rice mills and required equipment for Digital literacy.
  • Establishment of livelihood centers
  • Utilisation for other schemes under the approval of the District Collector.

In West Godavari Districts, Planning to construct Village Organisation buildings to each Gram Panchayat with required infrastructure in convergence with MGNREGS funds. The estimated cost to each building will be Rs.15.00 lakhs.

2). Aim and objective :

Utilize the Paddy Procurement Center service charges for construction of Village Organization buildings in every Gram Panchayat.

3). Process followed :

Through which Self Help Group women are earning nearly 35 to 40 Crores per year for both seasons as service charges through 150 Paddy Procurement Centers. Thus we are supporting farmers in getting MSP in one hand and service charges to Village Organizations in other hand to improve their livelihoods. After thorough discussions at various levels of VO/MS/ZS we decided to utilize the service charges to construct Village Organization buildings in every Gram Panchayat with infrastructure in convergence with NREGS. The unit cost of each building is Rs. 15 Lakhs including infrastructure (70 Crores). These centers are utilizing as Skill Development trainings centers as well as PMGDISHA training centers.

4). Outcomes :

880 Village Organization buildings foundation stones completed. In which 49 Village Organization building construction completed, 253 are in roof laid and remaining is in progress.

  • We provide the each Buildings with infrastructure like 5 computers, Printer and Scanner, UPS, library, sewing machines.
  • We are now giving Digital Literacy training Under PMGDISHA.
  • Skill Development training under PMKVY scheme to the 5000 rural youth at village level.



1). Description :

Digital literacy programme in West Godavari district is taken up as special initiative to provide comfort and competence in using Computers, Smart Phones, Electronic devices and other Web- Accessible devices to the rural people having age between 14 years to 60 years.

Under this scheme SHG women were trained on the use of computers, Smart Phones and TABLETs for sending and receiving emails, Browsing, Internet, Accessing, Government Services available online and undertake cashless transitions. Common Service Center E-Governance is taken as training partner for this programme.

2). Aims and objectives :

The Main objective of this programme is to train digital literacy for at least one member per household by March 2019(9 lakhs house holds).

3). Process followed :

  • Identified 909 persons from Village Organisations to establish Common Service Center in each Grama Panchayath.
  • 909 SHG women were trained 20 days on Digital Literacy Programme they were called as VLEs.
  • 320 Common Service Centers established in the district and trainings are going on.
  • So for 18000 persons trained at 320 Common Service Centers age group from 14 years to 60 years.
  • Placed infrastructure like Desktop, Printer cum Scanner, UPS, Projector and Screen Provided to each Common Service Centers.

4). Outcomes :

At present 383 centers are running with 20261 students being trained and 8124 were attended for online exam out of which 5221 were passed and got the certificates.


1). Description :

This programme Starts in West Godavari District, to promote Adult Education Specially to SHG Women through SHG volunteers by extending Educational Options to those Adult who have lost the opportunity of access to formal education.

2). Aims and Objectives:

To educate every SHG member as minimum literate to understand the Government schemes and see that all should appear NIOs, APOSS examination to get a minimum of 5th class standard certificate.

3). Process followed :

In this District 6.44 lakh SHG members are in 66307 Self Help Groups. The education status of those members are captured in online mobile book keeping site. The survey details are as follows.

1). Illiterates                       –          64196   (9.95%)

2). Normal literates          –         147258 (22.83%)

3). 5th pass                         –         307673 (47.74%)

4). 10th pass                       –          11015 (17.12%)

5). Inter pass                      –          11015   (1.71%)

6). Degree pass                  –            3848   (0.06%)

7). Post gradates               –               286   (0.04%)


  • 5000 education volunteers identified from SHG members who have passed Inter or Degree.
  • 100 SHG members identified as Master Trainers.
  • Adult Education department Co-Ordinator provided necessary training to the 100 Master Trainers at District level.
  • Further Assistant Project Managers, Adult Education department co-ordinators, master trainers were given training to the 5000 education volunteers at Mandal level.
  • 5000 Education volunteers have conducted classes at village level between 4.00 PM to 8.00 P.M.
  • 64196 SHG women have attended 180 days Adult Literacy Classes.


4). Outcomes :

62110 Self Help Group women’s were made to appear level “O” exam in the month of September 2017. Out of these 58383 (94%) were passed. We also gave training to the basic literate Self Help Group Women (1,47,258) to appear level “A” exam for six months through SHG volunteers. Out of this 99033 were appeared for level “A” exam (3rd class equalent) in the month of February 2018. Out of which 90175 (91.06%) passed level “A” exam. We monitor attendance of level “O” and level “A” through online website “” specially designed in West Godavari District.


Staff Contact Numbers

S.No. Name of the Employee Designation Phone no
1 G.Ganesh Kumar Project Director 9959224301
2 Ch.V.Apparao APO(Pensions) 9866656726
3 N.V.Surya Kumari APM(M&E) 9866656730
1 Maqbool Mohiddin Jeelani Project Manager 9866656734
2 Masana Satya Sri Venugopal Project Manager 9177001500
3 K.Pardha Saradhi District Project Manager 9866656736
4 A.Srinivas District Project Manager 9949778267
5 T.Nagaraju DPM(HD) 9949778265
6 DVRS  Subramanyam APM -POP 9866316416


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