New Delhi, 28th October 2024: The United Nations Development Programme (UNDP), in collaboration with the Ministry of Skill Development and Entrepreneurship (MSDE), National Skill Development Corporation (NSDC), and UNICEF – YuWaah, launched the “Advantage Apprenticeship” digital campaign today. The campaign aims to transform the apprenticeship landscape in India and bridge the gap between education and employment for young people. 

The month-long campaign will promote the importance of apprenticeships through animated video explainers, engaging apprenticeship jingles, touching human interest stories, and dynamic social media initiatives. The goal is to connect with employers and youth in regions with low apprenticeship engagement.

The launch event, held at Kaushal Bhawan, New Moti Bagh, New Delhi, was attended by Mr Atul Kumar Tiwari, Secretary of MSDE, and Mr Ved Mani Tiwari, CEO of NSDC, Ms Angela Lusigi, Resident Representative, UNDP India, and Mr Abhishek Gupta, COO, YuWaah UNICEF, along with representatives from industry, educational institutions, and youth networks. 

“With 378 million young people and 65% of the population under 35, India has a unique demographic edge. But to truly harness this, we must equip the youth with the skills and on-the-job training that today’s ever-evolving industries need,” said Dr Angela Lusigi, Resident Representative, UNDP India, while inaugurating the event. 

“For young people, an apprenticeship provides an opportunity to ‘earn while you learn’”, building skills that match the industry needs of today and tomorrow. It also creates a seamless transition from education to work. Today’s launch of ‘Advantage Apprenticeship’ is a small but crucial step towards bridging the information gaps and changing the perception about apprenticeship among young people and industries.”

“The advantages of apprenticeship are significant, and we hope to see increased uptake of the National Apprenticeship Promotion Scheme (NAPS). Many industries report a lack of awareness regarding this scheme and their legal obligations under the Apprenticeship Act. It's crucial to spread awareness among youth about the avenues and benefits of apprenticeships for job readiness and employability,” said Shri Atul Kumar Tiwari, Secretary, MSDE,  in his address.

He highlighted best practices from European countries like Germany, which have successfully integrated apprenticeships into their ecosystems and said the campaign aims to strengthen the connection between youth and industry. 

“Ultimately, we will develop metrics to leverage these opportunities to benefit young people and businesses,” he said. “The collaborative efforts of NSDC, UNICEF, and UNDP will foster a unique approach that benefits apprenticeships, empowers youth, and contributes to the vision of a “Viksit Bharat”.

Mr. Abhishek Gupta, Chief Operating Officer of YuWaah UNICEF, highlighted the critical role of youth-focused initiatives. “Apprenticeships serve as a vital bridge between education and employment, equipping young people with technical and employability skills. By raising awareness and fostering collaboration across sectors, we aim to make apprenticeships aspirational and accessible, empowering youth—especially young women—to confidently enter the workforce,” he said.

Representatives from industry, educational institutions, and youth networks participated in the campaign launch. The event showcased the campaign’s goals and strategies and invited key stakeholders to participate in the digital campaign that will run through November 2024. 

For media enquiries, please contact:

Amrah Ashraf

Head of Communications & Partnerships

UNDP India

Email: amrah.ashraf@undp.org