n the districts of Birbhum and Paschim Medinipur, a quiet shift is underway. Classrooms once unfamiliar with the rhythms of formal employment are now alive with conversations about careers, client consultations, and confidence. At the centre of this transformation is the PM-AJAY initiative, executed in partnership with the Beauty and Wellness Sector Skill Council. For Monica Bhal, CEO, B&WSSC, the focus is clear: training must translate into real opportunity. As she puts it, “The foundation of any successful training programme lies in the proper mobilisation and counselling of candidates.”
FROM MOBILISATION TO MEANINGFUL PLACEMENT
For many candidates, the journey begins long before the classroom. “Right from the initial stage of mobilisation, candidates are sensitised about the wide range of opportunities available in the beauty and wellness industry and are guided on clear career progression pathways,” says Bhal, underlining the importance of early awareness.
The programme integrates employability at every stage.
“Throughout the training, sessions are conducted on CV preparation, mock interviews, and pre interview readiness to enhance employability skills,” she explains. B&WSSC also creates direct access to employment opportunities. “We also organise job fairs, placement drives, and industry interactions to connect candidates directly with employment opportunities,” she adds. At the same time, candidates are encouraged to think beyond traditional roles. “Candidates are also encouraged to explore self-employment and freelance opportunities.”
LEARNING BY DOING
Designing a curriculum for first time entrants into the formal workforce requires balance and sensitivity. “The training curriculum has been carefully structured to provide a holistic and industry-oriented learning experience,” says Bhal. A deliberate 30 to 70 ratio between theory and practical ensures that learning is grounded.
The emphasis, however, is firmly on application. “Live demonstrations are done by the trainer using suitable techniques and methods,” she notes. Beyond that, candidates engage in immersive practice. “Hands on practicals are done by the candidates under the supervision of the trainer, which include roleplays, mock client consultations, grooming exercises, and customer interaction practices.” These simulated environments play a critical role in preparing them for real workplaces. “Through these activities, they are exposed to real time situations which enables them to perform better at their workplace.”
STAYING IN STEP WITH A CHANGING INDUSTRY
The beauty and wellness sector continues to evolve, driven by changing consumer expectations and new technologies. For B&WSSC, staying current is nonnegotiable. “Our curriculums are regularly reviewed and updated every three years in due consultation with leading industry and subject matter experts, both nationally and internationally,” Bhal explains.
This constant review ensures relevance. “This ensures that the training content reflects the latest techniques, tools, hygiene protocols, customer service standards, and practices being adopted by the industry.” At the same time, industry collaboration remains central. “We also engage closely with employers to understand their requirements. Based on these inputs, we make industry relevant curriculum,” she says. Exposure is further strengthened through partnerships. “We actively collaborate with industry partners for internships, expert sessions, and placement opportunities.”
CONFIDENCE AS A MEASURABLE OUTCOME
On the ground, early indicators are promising. “We are receiving an encouraging response from the candidates,” Bhal shares. Much of this interest stems from the flexibility the sector offers. “One of the biggest advantages of this sector is that it also enables candidates, especially women and youth at the grassroots level, to work as freelancers and earn their livelihood within their own communities.”
Equally significant is the personal transformation underway. “We are seeing positive changes in candidates in terms of confidence, communication, and practical learnings which employers actively look for in trained candidates,” she observes. These shifts are not incidental. They are a direct result of a programme designed to build both skill and self-belief.
BEYOND SKILLS: BUILDING HOLISTIC READINESS
Technical training forms just one part of the larger framework. “Our programme not only focusses on technical domain training but also takes a holistic approach towards overall development of the candidates,” says Bhal. This includes communication, workplace readiness, and professional behaviour.
The programme also looks at long term independence. “It also includes financial and digital literacy training, helping candidates become more independent and aware in today’s evolving work environment.” Industry workshops further enhance exposure. “Workshops with industry leaders are also organised to provide candidates with industry exposure, practical insights, and a better understanding of current market expectations.”
A MODEL FOR SCALE
Looking ahead, the initiative holds promise beyond West Bengal. “The PM-AJAY scheme is targeted for all states and UTs as per the guidelines set by the Government of India,” Bhal notes, pointing to its scalability.
What makes it effective is its adaptability. “The inclusion of local languagesl in the trainings help the candidates to grasp the learnings and implement them with more confidence,” she explains. Local context also plays a key role. “Local customisation as per the state or locality helps the candidates to provide better services.”
Together, these elements point to a model that is both practical and inclusive, one that connects training to tangible outcomes and, ultimately, to sustainable livelihoods.