Even as the government has been under severe criticism over the alleged job crisis, it is India's micro, small and medium enterprises (MSMEs) that holds the key to near future job generation. MSMEs are expected to create around 1 crore jobs in the\u00a0coming four-five years. While rising the middle class and the disposable income makes India an attractive market for consumption, a substantial portion of that is consumed by imports that hinders\u00a0job creation ability by the domestic manufacturing sector, said a report by consulting firm\u00a0Nomura Research Institute. The product groups manufactured in various clusters including\u00a0artificial Jewellery, sports goods, scientific instruments, metal utensils, machine equipment like textile machinery, electric fans, rubber, plastic, leather & related products, bicycle parts and auto components, textile, wood, paper, food, minerals etc.,\u00a0suggests that high focus on developing MSMEs in these groups can create an\u00a0additional\u00a075 lakh - 1 crore jobs in the next four-five years through partial substitution of imports, the report said. "To scale-up, the MSME sector needs a market-oriented strategy based on two key areas of demand led manufacturing and advocacy marketing of the products," said\u00a0Ashim Sharma, Partner & Group Head at NRI Consulting & Solutions. To change the perception about products manufactured by MSMEs since traditional industries lose out on imports perceiving them to be cheap, and poor quality, the report called for identifying\u00a0influencers in B2B and B2C segments to help develop a positive perception about the products. These people should be made to experience the products as well as given an overview of the changes brought about in their design and manufacturing (wherever necessary) to make them in sync with the modern customer\u2019s demands. If satisfied with the products, they would act like brand ambassadors for the MSME produce, the report said. India's MSME sector contributes to around 3.6 crores (70 per cent) jobs in the manufacturing sector, as per the Ministry of MSME\u2019s annual report 2017-18.