There are some things we feel are far too big for us to care about. They seem irresolvable – distant – not our problem.
But they could very well be!
Today was a tiring day, we went snorkelling and kayaking (and the best part was the open bar on the boat!). We finally headed back to our hostel to relax for a while, perhaps just lounge in the balcony.
I think I dozed off for a while because I didn’t even realise when Roger came and sat down next to me. He smirked in my direction, I must have fallen asleep with my mouth hanging open again. He offered me a can of beer and a cigarette (which I obviously refused, lol).
Roger had served in the US Military for 30 years before he took voluntary retirement. He had no one. No mom, no dad, no cousins, no wife, no kids. No friends either.
He had always lived a life of loneliness. He discovered his sexuality very late in life, at a time when people did not know that gay people existed. He was sent to a mental correction facility for treatment. He was never married. He never had the right to marry anyone (Thanks, Obama). Now at 61, he longs for company, a partner who he can talk to. Someone who can just sit with him and watch the sunset. He is lonely.
I beg you to look in his eyes. Does this look like a face of a lonely man? It looks to me like a face of a happy man, someone who has had many laughs, his face wrinkled with signs of happiness. He does not deserve to be alone. Any one would be lucky to have him as his partner. He looks like popoye goddammit! He is so young at heart, I sometimes don’t remember he is thrice as old as me. I want to be his friend.
Roger has been receiving his monthly pension and living in Mexico for the past month. He spends his days drinking beer and smoking cigarettes. Sometimes drugs come to the rescue.
He says, everyone in America hates every other person. There is so much hatred and sadness in the society, that an individualistic culture just burns a man up. There is no one to share an emotion with. People are too engrossed within themselves and everyone carries a fucking gun. Why do you need a gun?!
He told me to be careful when in Mexico and just call him in case I need anything. He’s a good man.
What are the chances of running into a man like this, on your foreign exchange stint? The same as BEING that man.
Now that we all have met Roger, this problem is not so distant anymore.
Learn all about Mexico from the eyes of Niloy Jain, 5th year IPM Student currently on his student exchange program. He is enthusiastic about travelling and photography and he writes amazing diaries! Hiral Arora, reporting live from a facebook chatbox.
Forsooth, even these labels fall short
For these mercenaries of art
Are complicit to a different crime every day
Switching tastes sporadically
For fear of over-familiarity with one
Switching choices, opinions, stances
Whenever their conscience bids them to
For in their heads, to make an uninformed choice
Would be worse than not making one at all
And that is what pits them at the opposite end
Of the war with the rest of the world
A war which they haven’t waged but are forced to partake in
A war waged by a society that regards
Stability of thought and consistency in devotion as virtues
And all else? Seditious. Reprehensible.
“Artistic”, they say with contempt
Spitting out the word as though it be a wretched disease
It does not belong here
The makers do not belong
These artists. They do not belong, they say
In our kingdom, our land, our territory
In the kingdom that they have created inside their heads
And that is their greatest folly
For do they not realize that laws do not apply
To those who do not know how to live inside walls?
Lines have no meaning for them
For these creators of art can make their own
And those are far, far more beautiful
These mercenaries of art
Are warriors of a different ilk
Ostracized for their beliefs, their ways
Their little oddities that made them so different from the others
Only result in bringing them closer to each other
For they paint the world in a myriad of colors
Writers, Painters, Sculptors, Singers, Dancers, Scientists
All artists in their own right
For it is their creations
Their words, their canvases that shall adorn the walls
Their symphonies that shall echo through them
Their art that shall live on in the kingdom
Long after they have been turned away from it
Mr. Rajeev Arora (Business Development Manager, Rural Marketing, Agri-Business Division, ITC Ltd.) recently visited IIM Indore as a speaker at the Colloquium organized by the Industry Interaction Cell of the institute. He spoke about ITC’s innovative e-choupal system, which is a unique combination of CSR and a rural penetration model. He sat down for a detailed interview with us, and here is what he had to say –
Darsheeka: Since the introduction of e-choupal 15 years ago, what do you think has been the shift in marketing approach when it comes to rural customers? Because, like you said, they are also shifting towards branded products.
Mr. Rajeev Arora: There are various kinds of shifts that have happened. Now, the consumer or maybe the end customer is more educated; they have various means of reaching out to their requirements; and people have started thinking about health, hygiene, education, and a better future for their kids. This has definitely led to a change, which is improving the quality of their life. They have also become technologically driven, as far as agriculture is concerned and ultimately, they are not the same kind of rural. The change has happened in every sphere of their life, and made them more educated and demanding.
D: As we know, the rural markets have not been doing well for FMCG companies due to drought situations and inflationary pressure. How has that affected the adoption of systems like e-choupal?
R: As far as adversity in any part of the country is concerned, the companies are not there to make profits, rather to support the system over there. There are a few product categories that are needed during emergency, and our approach has been to reach out to consumers so that scarcity is not there. As far as the ITC’s own Sanchalak infrastructure in the 4 states (UP, MP, Rajasthan, and Maharashtra) is concerned, it has always been a kind of support function. So, if anything positive happens over there, it is to be shared with the colleagues; and if something negative happens, there are ways to find out the solutions to overcome those issues.
D: Therefore, can we say that there is a predominant element of CSR in this initiative and it’s not just about rural penetration? If so, how does ITC balance between the two?
R: Yes, there is a heavy CSR element. The approach is not to go into a rural market and get business done; the approach has been empowering the rural people. This empowerment has come through various means – getting the right value for their agricultural produce, and providing them with facilities required for producing those commodities. So, whether it involves getting KCC (Kisan Credit Card) availed to them, securing them through life insurance policies, or educating them about how to avail weather-based crop insurance, these activities have always been done so that farmers are aware of what is good for their agricultural-related requirements. Beyond this, there are things not directly related to agriculture, but directly related to CSR. For e.g., health and hygiene of the females in the villages, employment generation, education of kids. Through these activities, ITC carries out a support function. Sanchalak is not working like a broker over there; he is a point of contact from the same geography as the people, present for support in agricultural as well as non-agricultural needs. This has definitely given us an advantage of deep rural penetration, and generating the confidence of the people in rural areas. So, this can be called a symbiotic approach.
D: Talking about the bottom line, do you think the investment in e-choupal is justified when we measure it against the increase in rural affordability?
R: Investment has been made over 15 years ago and it has given a different image to the company. Our Agri Business division has got strengthened in the rural areas. Perhaps, ITC is a company of its own size delivering results in India, and globally. Whenever our Food Business team comes across any new idea or are in the process of launching a new product category, they get back to us in terms of sourcing capabilities; this has only been possible because of e-choupal. Entering the rural market is not easy, and getting things done over there is also very challenging. The only advantage we have is our team member and channel partner, the Sanchalak; we support each other mutually in various day-to-day activities so that he can convince the villagers about what is good for them. The choice always lies in their hand.
D: If I am not wrong, ITC has partnered with a competitor like Coca-Cola for this initiative. How do the dynamics of this unusual collaboration work out?
R: While talking about the platform of rural marketing, Chaupal Haat originated 7 years ago and we had a pool of partners who joined us. These included TVS, Maruti Suzuki, State Bank of India, and the rural-centric brands from ITC (Superia, Sunfeast) as well. The agenda was to have a network to support the brands with good quality and social value that want to enter the rural market, and get connected with the consumer. In this case, the cost of reaching out to the consumer would be justified since it would be a mutual effort. Your point is very valid. We have never been into tie-ups with direct competitors like HUL or P&G. In fact, as far as Coca-Cola is concerned, we have been supporting them since the past 3-4 years in getting their rural distribution more aligned and intensive. As of now, both this companies do not have the product category where there is a mismatch, or a common functionality. So, this collaboration is able to work. The rest of our partners include TVS, Mahindra Finance, and others. For rest of the product categories, the product is one that is needed in the rural areas but it is not possible to make that available from the house of ITC. So, it is a demand in the rural market that is currently not possible to be met through us, so why not help out other companies if it addresses the need.
D: You mentioned the words ‘Rozgaar Duniya’ in your session. Can you tell us about that in a little more detail?
R: It was an initiative wherein the Agri Business Division (ABD) got into a partnership with Monster.com in order to support rural youngsters through availing various employment options to them, related to their educational qualifications. Through Sanchalak, we supported a set of youngsters in villages to obtain job profiles such as security guards, mechanics, masons, carpenters, and others based on vocational skills. It worked well. Normally, in any of our support functions, the Sanchalak is a catalyst and does not need to go beyond a certain threshold. This is because he is also, ultimately, a progressive farmer. He has his own liability, family, and various business responsibilities. So, he should be in a support function wherein things happen on their own and he does not need to worry much. There has to be some kind of passion, such that not much of a push is required. Support is definitely there, but it should not be from a 0 to 100 kind of a thing; it should be lining around 75-80% from his end and the rest of the support will come from our team members.
D: As one last question, the impending challenge of rural digitization and digital literacy in rural areas combined with issues of electricity can be a test to the effectiveness and efficiency of e-choupal. How does ITC tackle this?
R: When e-choupal originated, there were certain characteristics that were attached to it. The most important one was reaching out to farmers in the villages, and letting them know prices prevailing in various markets to enable them to make better and informed decisions. We were giving them an opportunity wherein, if they were interested, they could come to our buying locations where we provided certain set of product features above and beyond the traditional mandis. That was the basic agenda. But, there was also other content they needed in their daily lives like information related to better agricultural practices, and health. Therein, limited content is telecast at the kiosk fortnightly or monthly. The villagers can come and watch that content there. In order to address the power issue, we provided solar panels when this system originated. So, power is not that big an issue. Anyway, over the years, technology has changed – people are using smartphones with freely available content in villages as well. They have better connectivity with the nearby cities, or tehsil areas. It is no longer the case that they can only visit these areas only once a month, rather someone or the other from the villages visits these locations weekly to obtain information. So, access to information is not that tough now. Having said all this, there are various companies, organizations, and bodies that have a very fair way of trading. For example, the MP government is definitely doing a good job. So, there is a set of people trying to replicate our model after seeing our initial success, and doing a good job. In fact, more of such people are needed also. It is a win-win arrangement for everyone. We are not thinking just from our perspective and saying we have to be the only ones and the best ones. We are one of the good ones, but other players are also there. As a nation, we need more of such people.
This article is part of our Colloquium’16 series (Marketing – Strategy, Science or Sorcery)
I arrived in India on the September 6th 2015. I chose India for my exchange semester because I was looking for a real culture shock. I was truly interested in East Asian cultures and was motivated to experiment culture really different from all European one. Therefore I could improve my cross-cultural competence. In comparison with other Asian cultures, the Indian one is internally diverse and that fact made my choice easier.
I got registered at IIM Indore, one of the best institutes of Management in India. Indore, which is the largest city in Madhya Pradesh, is centrally located in India. It is a good basis for travelling.
My first couple of hours in India were strong in sensations. The heat, the very high humidity, the smells and the noise in the streets, but also, the way of driving and the sacred free cows put me directly into another world.
I first arrived in Delhi from France and then took a flight until Indore where I met some IIM students, part of StepCom, the association which is in charge of the exchange students. They have been, and still are, very welcoming and helpful. I am really very happy to have fallen with them.
The IIM campus is pleasurable and its sports complex is very pleasant. The way of life is very different here than in Europe. On the campus, people almost never sleep. There are no week-ends, classes could be and are frequently scheduled on Saturday and Sunday. This was a little bit difficult on the beginning. Also, coming from France, one needs to adjust to a bit less organized and pre-planned environment. Receiving emails late in the night with readings or assignments for the next day session is something that is usual to happen. All the students live in hostel buildings on IIM Indore campus which is located at 45 min drive outside of the city of Indore. Therefore, staying late at night to work on a presentation for the next day is nothing surprising. It is a very different way of working than in Europe. One of the most important things I understood is to be able to enjoy my time here is that I had to stop trying to have everything the way I have it in Europe and to accept very soon that I am in a totally different culture. From that moment I just tried to adjust myself.
On my first travelling trip, I went to Agra, to see the Taj Mahal and then to Rajasthan (Jaipur and Udaipur). I really enjoyed it. This first experience out of Indore was intense and represented my first true initiation to India. We were two foreign girls travelling and had to accept that, as tourists, being overcharged (even on the water bottles!) was totally normal. That was a little bit difficult at the beginning because we always had the impression to be considered as stupid. My second trip was in Kajuraho and Orccha, which were beautiful. And today, the 30th of October, I am preparing myself for my third one. I am going to Nainital, one of the HOP destinations. This trip in the Himalayas, organized by IIM Indore, will last one week and, I am sure, will also be a very great time.
The best possible advice I can give to the other students coming from abroad is to come informed but without having any expectation on what they will experience in India as everything is possible in Incredible, magical India. Above all, stay open-minded! 🙂
This article is written by Lina El Quasri, an Exchange student from France at the IIM Indore campus.