Tuesday, August 25, 2015

The Patel Movement and the triple concept of Society Academics and Economics

The Patel Movement : Hypotheses Emerging

The Patels are rallying across Gujarat seeking inclusion ... ah inclusion into the OBC (Other Backward Classes) category such that they get a proportion of government jobs reserved for them as part of the OBC pool. . This is a very interesting phenomenon that needs to be looked at with the triple lens of Society - Economy - Academia .. and here is why ....

The Patels are traditionally the Landholding class - The Patidars.. the ones with the patti  or ownership etched in stone to land.  .. The ones raising this demand are in Gujarat .. a spectacularly successful state in India  in terms of economics. The success so much touted that it is virtually worshipped and in academics debated as the Gujarat model of Development. What we must keep in mind is that it is believed that over the last decade Gujarat has achieved a 10% growth rate in Agriculture. This is how academics looks at the success of the Gujarat model of development.

Try putting these three facts together and you will see an interesting anamoly emerge with every possible permutation ...needless to say if this anomaly can be resolved then it may be a big ticket way ahead for Policy making in India in times to come.

The major landholding class in Gujarat - Gujarat achieves 10% growth rate in agriculture - they demand reservations stating they are not having good opportunities ?

The three don't add up simply..if the first two are correct - the third ought to unjustified unless the profits of agriculture were usurped by business models downstream or out of the value chain rather than the farmer.. which can be a major cause of distress.. and sustained distress.. do we have another suicide capital building up despite a 10% growth rate? This is an important topic for society -economy and academics as well as policy makers who are all three rolled into one to engage in.

if the latter two are true.. then what happened ? where did the land of the patels go ? or does it mean that the growth story of Gujarat agriculture was scripted by new generation farmers red as non-traditional progressive farmers who may not have a significant land holding but who out of sheer skill have crafted a growth story of upwards of 20% on individual farms to achieve a overall agricultural growth rate of 10% . This could be an eye opener for policy makers in agriculture and rural development. This is without doubt a great topic for society -economy and academics as well as policy makers who are all three rolled into one to engage in. This has the potential to sustain India's economic growth rate at over 7% for the next two decades.

If the former and the latter are true then what is circumspect is the figure of 10% growth rate of agriculture. In this case is the figure different and if yes then it must be so abysmally different such that people have to take to streets to demand reservations for jobs with paltry salaries or are they looking with jobs with low salaries and high perks including kickbacks at times.. In this case academia has to rise to the occasion and turn a new leaf and understanding the phenomenon. this is definitely not economics alone .. rather it goes to show that economics alone is never enough.. you have to take society into account. and academia has to point out that both are to be considered else method or no method youre irrelevant in the true scheme of things .. where the real world is .. and the matrix of academics has to choose wisely between the real world and the virtual matrix of seeming reality.

Thursday, August 20, 2015

Deciding to come back to the blog and to split it up .. one personal blog and one more professional  blog.

The personal blog will therefore be more guarded and about my life in general and more about my relationship with my daughter as she grows up and our musings ..

The Professional one will increasingly be about two things - rural marketing and livelihoods - but in general about rural life.

Hope you will like to visit them and read the experiences and musings and gain from knowing about rural India which we rarely do we engage with and about a father and his daughter again a relationships which is rarely talked about and rarely understood correctly. more myths than reality seem to abound it .. as they are personal views they will have heavy bias and personal touch :)

Looking forward to resurrect , reconnect and renew life and its knowledge

Tuesday, February 10, 2015

Lessons for Rural Marketing from Delhi Elections 2014 and the way AAP fought it

This is a post dedicated to one of my gurus on rural marketing Sanjay Panigrahi​

What academicians and rural marketeers need to learn from Delhi Elections  2014..

1. Business as usual is always a strong alternative. Dont ignore it. 
The AAP moved closer to politics as usual - candidate selection (dodgy pasts) , maybe liquor and cash rewards (unconfirmed so far) ...fighting elections the way other parties fight it .

2. To innovate , go back to the drawing board.. 
Innovation for rural areas and the BoP segment in urban areas ( the electorate largely in delhi) needs new designs to be served..drop caste .. drop poverty don't idea talk development.. show tangible benefits - subsidies included ...security (women) modern amenities (wi-fi) , but more so an ability of the politician to get back on the dirt tracks of the real world away from the media and the ability to connect to the real masses who are not otherwise customers to markets, media and increasingly ignored by the government despite being consumers of services of all four.

3. To resegment the market 
The fault line is no more between the BoP and the RoP  (Rest of the Pyramid) but somewhere different.. there is need for a new segmentation that is not  hierarchical or linear.. security (women) , modern amenities (free wi-fi) , traditional urban amenities (water and electricity bill) , service based segmentation rather than age or caste based. especially realise that we don't have a unified culture or a single dominant culture in many parts of India .. we are still about diversity than dominance of singularity.

4. in the absence of clarity do not keep all eggs in one basket ..
resegment , redraw to innovate, use business as usual  use multiple strategies in an intensive focus to get benefits (multiple strategies within a cluster)

5. To focus intensively and learn before you expand..
Delhi had important lessons to teach before AAP can even think of expansion.. this intensive focus is essential for integration of marketing strategy.

6. to appeal to basic needs and qualities of human existence -
no not development but even more basic honesty , a corruption free framework, community feeling and collectivisation, the ability to listen rather than speak , and an earnestness that generates trust from people . ( all of these may be debatable but the lessons are there at least at the perception level) - especially important for rural marketeers.. for designing marketing communication