Railway Budget 2010-11

Imagine an inefficient software which takes more time to do a job than what it commits to take. As a software developer, your solution would probably be to look into where the inefficiency is coming from. Are there some bottlenecks which is taking a lot of CPU cycle? Is a lot of thrashing happening because of memory leaks? Are 'exceptions' happening just too often? Or is there inadequate synchronization between multiple threads?

The developer has two solutions. One is to look at the above issues and see if some optimizations can be done, perhaps by using better algorithms, better thread synchronizations to eliminate bottlenecks, or by redesigning the code. Another is to ship an extra piece of RAM and a better processor chip along with the software. A yet another - third - solution is to live with the issues.

As a developer which one do you think your client would be most satisfied to receive?

Hold that thought. Let's come to the Railway Budget 2010-11. This years budget was comparatively good. Apart from the usual increase in trains, there were some really good initiatives like - installation of bottling plants, pilot on smoke and fire detection, pilot on collision prevention, construct 1000km of rail line, etc. I don't claim to be exhaustive here - as there are umpteen other, probably more significant, provisions in the budget which i have not covered.

But then, India is a democracy.

If you ask an average Indian, what would you want out of railways and he would say - better facilities, more trains and cheaper fares. And that is what the governments have been giving them. This time also, Mamata Banerjee has budget for revamping the stations, creating employment by upgrading various locomotives factories and new trains. This is all very good and much needed.

There is one thing which most of us have taken for granted - delays. Have you ever reached 'on time' while traveling by the Railways? We have learned to plan things accordingly. We assume that a 20-hour journey would be around 3 hours late. Yes, we do get upset if it gets 7 hours late - which, you would agree, is not very uncommon. However a couple of hours here and there are fine. Since, the delay in trains doesn't really bother us, it doesn't really bother the government either.

Budget should be allocated to research on the current railway architecture and redesign it such that the delays in train are minimized. If need be, estimates for the time taken to go from one place to another should be revised - but once done, it should stick to it. Railways was designed by the Britishers. And though more than 90% of their trains run on-time, it's almost the reverse in case of India. The fun part is that i couldn't get hold of any data on the punctuality of Indian railways. All this only goes to say that punctuality of railways is very low on the priority list for the railways.

But efficiency is not low on priority to the software engineer described above. He cannot offer his client a free RAM and CPU to support his inefficient code. He would, rather, go about looking how he can optimize his code to meet the requirements. The same is with Railways. It needs to be punctual and hence efficient.

The advantage of having punctual Railways is manifold. Apart from the customer satisfaction (which no one cares of), the operating costs of Railways would decrease. The usage of resources - water, electricity, platform, etc. - would decrease. And as they say - money saved is money earned. The accidents due to untimely running trains may also decrease. On the other hand, the budget required in the research would not be prohibitive. Human labor in India, unfortunately, is cheap. Getting the right people to look into it should not pose a problem. What is required is a will.

However, it's not an easy task. There are practical problems which would not be easy to address. The fog in some places during the winters is too prohibitive. But i am sure, given the scientific advancement, it is solvable. The naxalites digging up the rail line is also a problem - but it is a different topic all together. Earthquakes and people committing suicide on railways are also challenges in making the railways punctual. But, it's not impossible. It's doable and has been done elsewhere in the world.

In democracy, things do not always work out in a top-down approach. Things work bottom-top. It's only when people start asking for things would they start getting things. We have started becoming more punctual ourselves and become more aware of the importance of punctuality. Having a commitment for working on a financial model for the railways projects in this budget i see light at the end of the tunnel. We will have a punctuality of trains in public debate some day. I am hopeful. Deep in my heart, I do believe that we shall have punctual trains some day. 

At the end of the day, it's the squeaky wheel that gets the grease.

Bloggers By Choice

Man, being a social animal, always tries to associate with different people on some common ground which gives rise to communities. We have communities on the basis of religion, occupation, caste, skin color, political ideologies, etc. The increase of the number of people writing anything and everything on the web has given rise to something called 'blogosphere' and a community of bloggers. Indiblogger organized a real meet of people who produce virtual content at Kyra. This was my first ever bloggers' meet. Though i don't take social lubricants (which was sponsored by Kingfisher), it wasn't difficult to 'network' with the bloggers.

As expected, a lot of issue concerning bloggers and blogging were discussed. I'll blabber on a couple of those topics which i think the readers of Mundane Journey would find interesting.

One of the issues discussed there was how to solve the problem plagiarism. With the content being online, it just takes a Ctrl-C/Ctrl-V to copy an original content from one blog to some other form of media. One of the attendee's blog post was copied by a media house without giving the due credits as required by the License. Given the effort involved in taking legal action and given the giant media house in this case, it would not be practical to take a legal action. One of the thoughts was to use twitter for spread awareness. i think (and as i expressed it in the meet) that one way to solve this would be to blog about such plagiarism. The author can show to his readers his original piece and the one copied by someone else. The blogging community in-turn can join hands to create awareness about the issue. Given the reach of the blogs (though it is minuscule compared to other form of media) substantial awareness can be created. Given the way free media work, its competitors may pick this up as well. In India, things do not necessarily work in top-down way. A lot of times, the push from the bottom creates stir in the top to make then take action. We have seen the power of media in the Jessica Lal case. The same tool can be used to reduce plagiarism. That's the beauty of blogosphere - it's self healing!

Another topic of discussion was whether or not bloggers should be concerned about monetizing their blogs. This gave rise to other sub-topics like marketing and whether a blogger should care about the number of readers, hits or comments. A few were of the opinion that blog is supposed to be a manifestation of the feelings and thoughts of a blogger. He shouldn’t be bothered with money. Another was of the opinion that one cannot do full time blogging as there is a lot of uncertainty in monetizing. He said that Paypal stopped catering to Indian clients and that impacted his revenue from the blog.

I agree that blogging is a way to express your thoughts. However, I take blog as a product whose aim is to carry the opinion of the blogger to the widest possible audience for that content. So, I think I wouldn’t compromise on the content part as it is the core of the product. However, I wouldn’t mind experimenting on the ‘style’ of writing to make it more interesting. Now, to reach out to the audience, marketing is very important. The reason why one has a public blog and not a personal diary is that he wants to ‘share’ his opinion and probably get feedback on the opinion to refine he own thoughts. As someone rightly mentioned in the meet, a post along with the comments make a complete piece. In this endeavor, if the blogger earns a few pennies, then there is nothing wrong with it. This was about ‘casual’ blogging. What’s wrong if a full time professional blogger wants to earn from it? The blogger is providing service to the readers who are getting benefited from it. I think, it’s only fair if an author earns money for the service he offered. A little unrelated example is that of Kyra and Kingfisher. As I mentioned in the TJY post, that is Kyra and Kingfisher is getting some publicity by sponsoring the event (like, I wrote this post!). It’s win-win for all.

Anyway, it was a good discussion session. But there is no constraint of time here. We can take this discussion further and to a wider audience. Do pour in your thoughts on what you feel about the above topics – plagiarism and monetization.

My Name Is Khan: After-thoughts

Reviewers are alleged that they don't take the movie as is and try to figure out what it could have been. I have almost always reviewed movies the way they are. I'll, however, review My Name is Khan in two parts. First, the way the movie is. And second, what the movie could have been.

I found the movie between good and average. I tried to find a reason to it. I tried looking at what made the movie 'average' but couldn't find anything tangible. I wondered why Rizwan Khan, (pronounced from the epiglottis - this is not only for the Americans but also for some friends from the southern part of India) played by Shah Rukh Khan, is going after the President when his wife Mandira (Kajol), in her grief of losing her child, asked him to do so. But then i read that people having Asperger's Syndrome take things at their face value. Then i wondered, why Mandira didn't try to find him or get him back once she was out of her anger. Then i realized that she had lost her son - whom she loved the most. It may not be easy for a mother to forgive a person whom she thinks is somehow responsible for her son's death. I also found the "communal" angle to Sameer's (Mandira's son) death skewed. Nevertheless, i could understand the societal situation after 9/11 - almost anything was, perhaps, attached a communal connotation. Essentially, i couldn't find any logical flaw in the movie.

But, a movie is not a back-end software. It's not only logic. My Name Is Khan, somehow, couldn't strike a chord with me. 3 idiots, on the other hand had a lot of logical flaws in it. However, I loved 3 Idiots. Here, in My Name is Khan, i felt something was missing. I guess, the emotions could not be conveyed properly. There was a lack of finishing-touch. Feels were left 'half cooked'.

Kuchh Kuchh Hota Hai is one of my all time favorite movies. I also liked K3G a lot. So, probably, my expectation from My Name is Khan was a bit too much which it couldn't live up to. I know it's not right to compare the movies and have presumptions. But, i couldn't be neutral when it came to a movie which my favorite trio was making. There is one thing which ties the three movies together - use of well-known songs. Kuchh Kuchh used Raghu Pati raghav. K3G used Jana Gana Mana and Vande Matram. My Name is Khan used Hum Honge Kamyaab and We shall overcome.

There were a few things about My Name Is Khan which I really liked. The first and foremost being the title itself. Given the story of the movie, i don't think it could have a better name. Names like Kuchh Kuchh and K3G are too generic and could be applied to most Bollywood love stories. My Name is Khan is unique in that sense. Quite a lot of miseries which they face in the movie was because the name of the protagonist was 'Khan'. The whole movie revolved around it. The appropriateness of the title is commendable.

I also liked putting-into-perspective of a lot of traditional beliefs - like the sacrifice of Ismail and wearing a Hijab. I don't know what the 'right' interpretation is. But the one given in the movie seemed logical to me.

Another good part of the movie was the Indian Shaadi sequence. Though, it didn't really fit into the story, it was good! Also, the Wilhelmina sequences were by far the most interesting sequences of the movie. They were really fast paced.

The performances by all the actors were outstanding. Kajol did a good comeback. I, especially, liked the acting of Tanay Chheda as the young Rizwan Khan. Zarina Wahab, Jimmy Shergil and Katie Keane did their part well. The music, by Shankar Ehsaan Loy, was also good and relevant.

Despite all the tangible 'goods' i described. It was not good enough. Movie making is an art and there is no formula to it. As said in 3 Idiots, and coincidentally by Paulo Coelho, that one should do what one likes (and, hence, is good at). Karan Johar is good at conveying human emotions. He should stick to that. I would have loved another love story from him. Just like everyone in India wants to be either an engineer or a doctor, every director wants to make a movie either on some disability or communal tension. One must not get into the herd-mentality and stick to one's core competency. Aditya Chopra did that with Rab Ne Bana Di Jodi - he stuck to his competency.

Anyway, now my chance to give my unsolicited comments on what could have made a better story.

We have Rizwan Khan desperate to meet Mr President. He was following him everywhere. Now, the obvious thing is that the FBI or the American Intelligence would sense this pattern of a person following Mr. President. Isn't it? I guess, they should have caught him as a 'usual suspect' and, perhaps, imprisoned him. I would have ended my story there. In the end, Mandira gets back to her life alone. Rizwan is imprisoned. But, anyway, these are just my thoughts.

Overall it's a good-to-average movie. And wouldn't hurt anyone. However it's not one of the best movies by SRK, Kajol or KJo.

MJ-LOTD: A New Genre Of Dance

[For new readers, MJ-LOTD stands for Mundane Journey - Link of the Day]

Society and culture are not disjoint from people. Rather, by definition, they are connected to people. There was a time when people found it difficult to take off for five days to watch a cricket match and so was born 'One day' version of the game. And then came the T20 version which addressed to people's impatience and busyness. From the participant's perspective - we have 'galli' cricket, terrace cricket and parking area cricket - where we have innovative rules like - bat-touch-run, single-hand-single-drop-catch-out, no-drop-crossing-compound-out, etc. We need not know how to play as well as the Tendulkars and the Gangulys.

A similar thing is now coming up in the field of dance. There was a time when people had to dance in the conventional style regardless of whether or not they knew it. Remember Sunny Deol, Dharmendra, Kishan Kumar and the umpteen others who, because of not having a famous second name, couldn't make it to the screen?

For such 'dancingly challenged' people - below is the new genre of dance.




Though the whole sequence is to behold, check the following milestones:

1:50 - Clever usage of homophone, 'do' which, in Hindi, means "two" and "give".

3:38 - Clever usage of another homophone, "hi" which means "greetings" in English and refers to an expression of grief (or of relief) in Hindi.


5:09 - The only girl in the video (on the right-hand side) couldn't stand the 'Govida dance' of the men and fell down.

I wouldn't be surprised if we have dances in the above format in corporate, college and school fests. And when this would be happening, the Reality TV wouldn't be far behind in making a 'Boogie Woogie' for this dance form.

BTW, for those intrigued by the above video, here's the forefather "film version" of it. [Caveat: Watch it at your own risk.]

Cheers!


PS: If you liked this post, you may want to link it to your site and/or subscribe to my

 feeds

.

Phir Mile Sur Mera Tumhara is Awesome!

[Acknowledgments: Special thanks to Deicider for helping me identify the monuments in the video]

The media is flooded with criticism for Phir Mile Sur Mera Tumhara video which was first telecast on Zoom, isko dekho. They crib about the absence of Sachin Tendulkar and APJ Abdul Kalam Azad. Yes. Of course they aren't there. Just like Narayan Murthy, Anshu Gupta and Lata Mangeshkar aren't. Let's take the song and try to understand its true meaning.By the end of this post i am sure you will be convinced that it is an amazing advertising concept - first of its kind.

 The videos opens with the concern of India for the environment. The solar panels indicate the India's dedication towards cleaner sources of energy - solar energy being one of them. A. R. Rehman is shown to be playing the fingerboard in front of the solar panels.

The Taj Mahal hotel shows the entrepreneurial feat of India. Build more than a hundred years ago, Taj Mahal Hotel, Mumbai is known for its great architecture and is one of the first luxurious hotels of India. This icon of progressive, modern India witnessed and bore the terrorist attack on 26/11. Amitabh Bachchan is standing in front of this Hotel.

Like most sitcoms on televisions, Phir Mile Sur has a 'break'. In the break Shankar Ehsaan and Loy are shown promoting 'their' music.

The show starts again. For less than 2 sec, they show a temple, a mosque and a church.

Then again you have ad which ends when the Ajanta caves are shown.[ I am not 100% sure if it's Ajanta or Ellora. But given that it's a Buddhist cave and a little less 'greener', I think it's Ajanta cave]. The view of the cave is eclipsed by disturbances popularly known as Aishwarya and Abhishek Bachchan (or Aishwabhishek or Abhishwarya - analogous to Saifeena and Brangelina). The caves, despite the screen being mostly blocked by the first filial of the first family of Bollywood, showed the artistic and architectural brilliance of India. These disturbances are actually advertisements (of their next as-of-now unnamed movie) shown within the actual content. This is a new concept and something which make Phir Mile Sur truely unique. This is explained in the last paragraph in more details.

The Old-Age home while on one hand show how well we take care of our senior citizens also questions who well we take care of our parents and grand parents. Looks like Mahesh Babu is entertaining the senior citizens.

The beautiful Dal lake followed by Pt. Shivkumar Sharma and Rahul Sharma with Qutub Minar as the backdrop makes a good sequence.A glimpse of Rohit Bal at the Dal lake indicates the 'progressive' Indian culture. 

Then comes the Golden temple of Amritsar. Gurdas Maan and Juhi Chawla are advertising Shaheed Uddham Singh. This is the same concept of context based imbedded ad described at the end. Zakir Hussain then does what he does the best.

Then comes Bengal and it opens with Kumhar Toli where the idols are being made. The beautiful Jorasanko Thakur Bari, birthplace of Rabindranath Tagore and Vidyasagar Setu, one of the largest cable stayed bridges  are shown next. The image, unfortunately, have 'embedded ads' by bearded Bumba Da (Prosenjit), Shantanu Mukherjee and Rituparana. Bhupen Hazarika does his part in front of a photoshop'd image.

Rajasthani women making solar heaters/cookers not only indicates the advancement on scientific and environmental front but also on the social front. Didn't  you comprehend why is the backdrop lush green. And what is Shilpa Shetty doing here? Shilpa Shetty is advertising sarees! The lush green background is to match with the sarees.

A good attempt to show (at least our desire to have) an inclusive society by showing the specially challenged children playing. Shirtless Salman Khan despite his attire (or lack of it) didn't do as bad as expected.

Then, a few other monuments (which i couldn't recognize) are shown. We again go for a full fledged break. The next ad is of Deepika Padukone's 'uniqueness'. She is, perhaps, also advertising kids' wear and ultra-violet ray reflecting lipstick. Some children lost their sanity seeing her long legs and jumped into the pond and started fighting among each other.

We then have a sequence showing advancement in girl child education. PriChops was also seen around.Perhaps she's lost. Perhaps it's another i-am-also-there types embedded ad. Then, they show communal harmony by showing co-existence of places of worship pertaining to different religions. What I am thinking is why are these monuments made of sand on the sea shore? Does this indicate that the 'co-existence' can be destroyed by the slightest tide? Or, does it indicate that we just need a small tide to wipe out such differences and be on the same shore?

Sarod maestro, Ustad Amzad Ali Khan, and his sons, Amaan and Ayan Ali Bangash are shown infront of Red Fort. Then we do a quick tour of Kerala and the Gujarat.

Then, we again break for ad. We see ads of Roland and Shaimak Dawar dance classes. Aamir Khan comes up with his branding building ad. Sonu Nigam shows off his singing talents by overdoing every bit of it. Looks like this ad is created by Alyque Padamsee - at least Sonu Nigam puts on Padmsee's look. Shahid Kapoor then advertises that he doesn't always imitate SRK. Ranbir Kapoor advertises that he's ready to do some serious roles. SRK shows how well he can overact even after drinking a couple of bottles of Signature. SRK is followed by Karan Johar who is the only full time director to buy a small ad slot.

The ads end. Phir Mile Sur resumes and does the 1988's Mile Sur sequences. Sportspersons, Military, NDA and then the customary Indian tricolor.

Phir Mile Sur, as you can now very well see, is not all that bad. It uses some awesome advertising technique to raise funds. The actual Phir Mile Sur is only a few minutes and not 16 minutes. The rest is ad. Phir Mile Sur has taken heavily from Google's Adsense. Just like Google provides context specific ads which the webmasters cleverly inserts in the webpage so that it difference between the ad and the actual content is not aparent - Phir Mile Sur inserts these ads by Bollywood celebs seamless into the video. Some websites are nothing but a collection of Google Ads. Phir Mile Sur is not very different. In fact, Phir Mile Sur is not only inspired by YouTube but it also takes it to the next level. YouTube videos have ads 'on' it at the bottom of the video. These ads can be closed. This was not very profitable feature as most users closed the ads to see the video in full. Phir Mile Sur has embedded ads within the video. Hence you see Abhishek Bachchan ad infront of the Ajanta Caves.With this merging of ads with the actual content makes it impossible for viewer to 'close' it. In fact, it's so well edited that the viewer is almost never aware of when an ad starts and when it ends - unless he uses his imagination or reads Mundane Journey.

Let's make no mistake. Phir Mile Sur has nothing to do with national integration. Phir Mile Sur,  is a pioneering work in technology and business strategy. It gave birth to the new concept of embedded ad. Believe me. This is just the beginning. We'll have more such embedded ad videos in future.

3 Idiots: After-thoughts

Saari umra hum mar mar ke jee liye
ek pal to ab hamein jeene do jeene do

I heard a lot about it by my non-TJY friends while I was on the yatra. I also listened to and loved the ‘give me some sunshine’ being played on the PA system almost everyday while on the yatra! The euphoria which it created made me finally watch it. Yes, finally, saw ‘3 Idiots’ today. [I wish we had a way to make ‘3’ capital to indicate that ‘3 idiots’ is a proper noun and avoid confusion, if any]. But that was not the first thing which made me curious about the movie. Apart from Aamir Khan, despite his short-term-sanity-loss in Ghajini, the innovative way of promoting the movie drew me towards the 3 Idiots.

Sticking ‘Capacity: 3 Idiots’ behind autos was pretty innovative. It’s better than ‘Sanam Bewafa’ written on the auto's black backs with a heart pierced by an arrow. In addition to promoting the movie, it also had a safety message. People who have traveled in shared-autos in HiTec City, Hyderabad would know risky it is, in more than one way, to travel in an autorickshaws with 9 other people! Also, meeting the local people (instead of going to the high profile parties) was also unique. Given the theme of the movie and the fact that the movie viewers are common people who look up to such ‘starts’, it made sense to promote the movie that way. I think this is the first time such marketing techniques which involve common people was use. However, conventional way of marketing - creating alternate reality game, merchandising, etc - was also used.

‘3 Idiots’ is a good commercial movie. Generally, ‘good’ and ‘commercial movie’ don’t go together and are considered antonyms in some purists' dictionary.

The theme of 3 Idiots is not only fresh but also very relevant. Somehow, there is this obsession in India to go for engineering (and, perhaps, then MBA). Every parent wants his child to be either an engineer or a doctor. The most ‘logical’ think for a student to do if he’s getting good academic score consistently is to go for engineering or medical. A lot of other social issues were highlighted – parental pressure, teacher’s pressure and marks centric exam system (and education system, as a whole) which award the one who can cram the most. By hinting that the house of Raju (Sharman Joshi) was like that showed in a typical 1950’s film, Rajkumar Hirani showed that the evils of dowry still haunt India. Poor public healthcare facilities and inflation of food prices were also hinted upon in the form of comedy. Raising social problems with the help of humor is a rare art in Bollywood.

The music, the timing and the lyrics of the songs are amazing. Full marks to Swanand Kirkire for the poignant lyrics and Shantanu Moitra for the apt music. Aamir khan, Madhavan and Sharman Joshi did look like a college students. All the actors, including (surprisingly) Kareena Kapoor acted well. Scattering the use of science in daily life - like using the fact that salt water is a good conductor of electricity, etc – was very good which, I am sure, a lot of educational institutes will adopt. The story was well paced. The screenplay was very good. Moving the story back and forth in time added the element of curiosity to the movie as the audience continuously tries to join the dots. The climax of the film - Mona Singh's delivery - was like the final engineering exam! It covered a lot of concepts of engineering!

If Yash Raj were to move with time, back in 1990s, I would have projected them to make movies like ‘3 Idiots’. However, apart from the costumes, not much changed. 3 Idiots had all the basic elements of a Yash Raj movie and would perhaps bear the same criticism of critics that Yash Raj movies bear. 3 Idiots is a movie depicting an ‘ideal’ scenario and not a real one. 3 idiots ask people to follow their dreams. Great. Nothing wrong with it. But, from what I understand, the problem is that not many people know what their dreams are. Our dreams are limited by our environment and resources. A poor person who has to struggle to get his daily bread cannot dream of being a wild life photographer. Even, children form well-to-do backgrounds don’t know what career options are available. They are not exposed to a variety of things so that they can choose. All they are exposed to is Physics, Chemistry, Maths and the JEEs. In the movie, the protagonists knew their calling. This is an ideal scenario. This is similar to Raj Suri’s ideal love for Tani in Rab-ne, Veera’s passion for cricket in Dil-Bole and the love between Veer and Zaara. Ideal. Perfect. But not real. Changing of Boman Irani’s heart had shades of Mohabbatein. The ending also had Yash-Raj flavour to it. All the three 'heroes' are successful. Madhavan had wildlife photography books to his name, Sharman was successful, Aanir was super-successful, Boman Irani became a changed man (like Narayan Shankar of Mohabbatein) and most importantly, Aamir - Kareena got together. Like is Johar-YashRaj films, here also, the heroine gets to know of her hero on the day of her wedding with a worthless guy and elopes to go to her hero who fortunately is still not married!

The climax of the film was in someway like the 'Home Alone' movies. In 'Home Alone' the 'kid' uses available equipments in a very innovative way to save himself from the robbers. In 3 idiots also, Aamir uses various instruments like vacuum cleaner, camera blower, car batteries, inverters, web cam, etc to perform the delivery!

Overall, it's a paisa wasool movie. It would force you to think whether the work you are doing is what you really love. And, whether your wife and your girlfriend are the same!

Give me some sunshine give me some rain
Give me anther chance I want to grow up once again

PS: Just as I have not mentioned five point someone anywhere 'in' the review, the movie also had nothing to do with the book. The characters were picked up from there but the over-all plot and treatment was completely different.

Lessons from TJY for NGOs

[Disclaimer: This article is based on my personal views on the Tata Jagriti Yatra 2009. Nothing mentioned in this post should be considered official. Also, this is not written in the usual Mundane Journey style. This post is, basically, collation of various emails i had written to the members of my NGO, Vriddhi. ]

It's been close to month since i wrote. Actually, i was on the Tata Jagrity Yatra 2009-10. In this 18 day's trip we traveled some 9300 km across the length and breadth of the country meeting some 13 entrepreneurs. More information about the trip can be found in the blogs of other 'yatris' and at http://www.jagritiyatra.com. During the trip we met some outstanding entrepreneurs and got to know about some outstanding social ventures - Mumbai Dabbawalas, Sabriye&Paul, Vijay Raghaavan, R. Elanago, Aravind Eye Care, Agastya, Industree, Naandi, Gram Vikas, Jagriti Seva Sansthan, Goonj, Bunker Roy and Okhai. While meeting these great 'institutions' was a great experience, experiencing the Tata Jagriti Yatra was a greater learning - perhaps because while we visited these great institutions for a few hours, we lived and worked with the TJY for 18 days. Below are the lessons i have learned from the TJY and how these can be adapted by a start-up NGO.

1. Marketing: If there is single most important thing to running a social enterprise (in addition to the cause) is MARKETING. After the Yatra, i think, i cannot overstate the importance of Marketing. A good marketing is like a positive feedback cycle. If one's marketing is good, it will attract more volunteers. More often than not, people want to volunteer with 'brands'. Given the number of NGOs mushrooming, the volunteers are spoiled for choices and for obvious reasons they want to associate themselves with 'brand'.  So, if the marketing is good, more volunteers would want to join the NGO and this would help in building a better brand . The same logic holds for funds as well. Funders/Donors/Corporates like to give funds to brands so that it gets publicity. So, the more fund an NGO gets the more good work (and branding) it can do and the more funds it can attract.

Theory being laid out, let's see how Tata Jagriti Yatra does it. This yatra, in its present avatar is just 2 years old. But look at the brand name it has created for itself! First they roped in Tata. This, I would say, was because of their own conviction, their idea is unique and a host of other factors.

Once that was done. They got a Jagriti Yatra song composed by Prasoon Joshi, Adesh Srivastav and Babul Supriyo! Then, they got in a professional choreographer (in this case the Chairman's wife) to choreograph the 'chair version' of the song. Check the last year's version out at http://www.youtube.com/user/jagritiyatra2008#p/u/1/fv21Q8biPJw. [This year's choreography is a little different, but this would give a basic idea of what i am talking about]. We performed this 'dance' after every role-model visit. To me, this was a great stretching exercise after listening to the rolemodel for a couple of hours.  This anthem was also used as wake-up call! The point i am trying to make is that this anthem was not only a binding material but also a branding tool. The dance looked very weird to me in the first instance. I had never seen something like it before. And given a choice, i would have never done it. BUT, when you see ALL the organizers doing it 'sincerely' with grace, happiness and love - the steps didn't matter and it became a representation of our feelings. The lesson learned, here, is that we need to believe in and enjoy what we are doing. Only then would others enjoy.

Apart from the song, branding was done everywhere. TJY T-shirts. TJY bags. These really helped. First, when 400 odd people go out wearing the merchandise, TJY gets instant publicity. Second, it helps in connecting - Like, i was sitting in the airport and saw a lady with TJY bag. Immediately we could connect. Marketing and brand building  was there in every little thing they did. They organized a blogging competition for the Yatris. This way they got a lot of content, publicity, etc. Giving the yatris an opportunity to blog was a good way for the yatris to not only share there experiences but also to 'fix' them in their memories.

It's basically, a win-win game for all the stakeholders. Everyone gains from the marketing techniques TJY employed.

A lot of small NGOs can take some lessons from here. At least, we at Vriddhi, are really inspired. It's doesn't take a lot of investments to make a facebook group or an Orkut community. Also, since we all anyways wear T-Shirts, caps, it makes sense to market your NGO through it. And give these merchandise as gifts should you need to give one. Creating an NGO anthem would also go a long way. One doesn't necessarily have to get big names do the anthem. A lot of yatris, created a song for the role-models we visited. Just ask your otherwise unruly neighbor who disturbs you with his guitar. He would be more than happy to create a song for you.

2. Scale: Another lesson learned from the TJY was that SCALE is very important. Let me start with a few examples.

Naandi Foundation is serving mid day meal to thousands of school in various parts of India. The 'function' of Naandi in the mid-day meal is similar to TCS or Infosys. Mid-day meal is a central government scheme and govt has outsourced the work to Naandi. So, the govt pays Naandi and does the work. Fair enough. But, if you try to think how could Naandi get such a contract from the govt, it would appear impossible. Manoj Kumar, CEO of Naandi foundation said that the government outsourced them the work because of 'scale'. Had they gone to govt. saying that we'll do the mid-day meal for 50 schools, govt would have turned them down. Another advantage of scale is efficiency. As per Kumar, out of Rs 100, Rs 97 reaches the beneficiary. Food for a lot of schools is prepared in a centralized kitchen from where it is distributed to different schools. such centralized approach which is highly efficient wouldn't have been feasible without scale.

Let me go back to my favorite role model - The TJY itself. Taking 400 youngsters is a huge responsibility in itself and very difficult from management perspective. However, the effectiveness of the trip wouldn't have been there had the train not been chartered. And to charter a whole train you need volume. 400 is an optimal number in that respect. The point I am trying to make is that in today's business or social sector, one cannot remain small. Scaling up and expanding is nothing but survival. You need to attain a critical mass.

3. Fun: Another thing which i saw in TJY was fun. Fun was part and parcel of the life for the 18 days. We had 3 explicit dance parties! When we started from Mumbai Central, the train was delayed by some 5 hours. The Yatris and the admin, instead of cribbing took this opportunity to network and socialize by having fun.We had a group of yatris singing to a guitar when Swapnil, from the admin, came and joined and entertained the yatris with his strums. Then, there was this other group who was busy learning rubik's cube while there we others busy chatting away. Whether it's train delays, bus rides, new year or Mithapur. The people didn't leave a single opportunity to have fun. Here, I should emphasize on the platform that the admin had given to the yatris for having fun. And while partying - everyone was alike - the yatris and the admin.

Apart from the all-work-and-no-play, 'Fun' has manifold implications. First, since the trip was for 18 day and with almost 400 unknown people, a fun-less trip would have made it impossible for the yatris to go on especially when the climates and amenities are so uncertain. Second, this made the 400 yatris enthusiastic - the enthusiasm which lasts even after  the trip. This enthusiasm would cause the yatris to speak about it, tweet it and blog it. The reason i am blogging about the yatra, perhaps, is the fun i had there! Third, and probably the most important, implication is that a lot of yatris would go back as volunteers for the next yatra!

Small NGOs face a problem of retaining their volunteer base. Perhaps large NGOs also face it. One way to solving this is to add a lot of 'fun' activities for the volunteers. Please key in any low-cost-high-impact fun activities you could think of for the volunteers in the comments section.

 There are many other big-small things i have learned form the Yatra. I may post my personal learnings in case i find that the readers would find it interesting.

[Note: There are a lot of other, perhaps, more important things for start-up NGOs such as - product design, devising a good model, multiple sources of funds, etc. But. from my personal experience, there is a consensus about the importance of these. However, there is negative or neutral inclination towards the things i talked about above.] 

Cheers!
Yaaron Chalon...