A MULTIMEDIA EXPERIENCE IN AN INDIAN VILLAGE

Rajiv Fernando, Ramalingam Meenakshisundaram
ICMR Case Studies and Management Resources, Hyderabad, India.

« Previous

    To order this case (No FINMM001)
    and select the case from the list of
    available cases:

     » Order Multimedia Case Study

     » ICMR Case Collection

     » ICMR Home      

     » View Detailed Pricing Info

    
     » A Multimedia Experience in an
         Indian Village (Article)



    Case Studies Quick Links Business Ethics Case StudiesBusiness Reports Business Strategy Case StudiesBusiness Strategy1 Case StudiesBusiness Strategy2 Case StudiesBusiness Strategy3 Case StudiesCorporate Governance Economics Case StudiesEnterprise Risk Management Finance Management HR Management Case StudiesInnovation Management Insurance Case StudiesIT & Systems Case StudiesLeadership Case StudiesMarketing Case StudiesMarketing1 Case StudiesMiscellaneous Case StudiesOperations Case StudiesProject Management Case StudiesAdvertising & Promotion Brand Management Case StudiesCase listing by Company Case listing by subject Cases on Walmart Change Management Coca Cola Case StudiesCorporate Scams e-Business Case StudiesE-Learning e-Supply chain Management Knowledge Management Manufacturing Marketing Mix Case StudiesMNCs in India Organizational Culture Quality Management Retailing Case studies Strategic Management Supply Chain Management
 

After a light breakfast en route, we arrived at the Katriyal village public school where the center meetings were generally organized. We quickly assessed the ground situation, set up our equipment, and prepared to shoot. The local SML representative had already explained the purpose of our visit to the group members in the village. Despite this, initially at least, the women seemed a little uncomfortable with our intrusion into their weekly routine. This hampered our shoot slightly. For instance, we had to get the women to repeat the pledge (that they start their meetings with) a couple of times before we could get it right for the camera. However, as things progressed, the women warmed to the idea of being videotaped – and it also became clear that SML’s claim of empowering women was no empty boast. It was very clear that the women who had been through several loan cycles (as a person repaid each loan, she would become eligible for increasingly larger loans) were confident and spoke unhesitatingly for the camera. New members, on the other hand, were more shy and uncomfortable before the camera.

After we had covered the village center meeting and interviewed some of the members, we moved on to videotape scenes of some of the women running their own businesses. On the way, to add some local color to our case study, we also managed to get shots of daily village scenes like a goatherd taking his goats out to graze, farmers going to work their fields, and a tractor-trolley transporting manure that would end up as fertilizer on some farm.

Rangamani, the confident and voluble center leader at Katriyal, had invited us to visit the small tea shop she had set up with her loan from SML. Our presence there seemed to bring in a lot of customers who were willing to buy an extra cup of ‘chai’ (tea) to ensure that they were present when the camera was rolling. A few enthusiastic ones also offered us tips on what to shoot and which angles to cover. While we drank the cups of hot ‘chai’ specially prepared for us by the enterprising Rangamani, her husband proudly showed us the motorcycle they had purchased with the earnings from their business.

Contd... »