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JAAF in image building exercise to attract female workers
Feb '11
The Joint Apparel Association Forum (JAAF), in an effort to highlight the part played by the workers and particularly female workers of apparel units in upgrading the country's economy, and to draw more workers and investors to the apparel sector, has launched a nationwide image building campaign, since February 4.

JAAF Secretary General MPT Cooray, recently said that, the main intention underlying the campaign is to wipe up the negative image regarding the female workers employed in the apparel units, which are a result of the negative publicity given to the rare incidents that occurred with factory girls engaged in the free trade zones.

He opined that the public at large still carry a negative impression about those employed in the apparel sector, with a majority of them being women workers, usually known as 'Juki girls or garments girls'. Thus, with these reasons, the Sri Lankan girls are not very much willing to join the sector, which has led to a scarcity of skilled workers in the apparel industry. As of now, the apparel units in the Free Trade Zones have around 15,000 vacant positions for workers.

The Ministry of Industry and Commerce would sponsor the Rs. 55 million campaign, which would prop up the sector's target of attaining five billion US dollar level in export revenues by 2015. A regional apparel industry road show for generating country wide awareness regarding the contribution of the apparel industry workers to the country's economy over the last three decades and an employment drive, have been organized under the campaign.

The campaign named 'Viru Diyani,' being a one year campaign would even persist in 2012, and would be organized in all the nine states of the island, whereby it would emphasize on the apparel sector's contribution to the development of the economy of the provinces. It would also present an idea regarding the prospects and possibilities for higher regional involvement in building the industry's future.

Fibre2fashion News Desk - India

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