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Online shopping. It’s a part of daily life now, and sometimes it feels as if life were divided into before we had the convenience of online shopping and after. We cannot imagine our daily lives without it.
But do you know that it is part of a much larger kind of buying and selling that is called digital commerce or e-commerce? Today this encompasses areas from retail to construction and infrastructure to philanthropy. And it is still growing, in leaps and bounds every day. Digital commerce will be the mainstay of the future marketplace.
On the occasion of International Women’s Day 2024, we had an event held on 4th March 2024: Power Huddle – Drive profitable growth with digital commerce transformation, organized by Women’s Web in association with Accenture.
This comprised a talk on the Future of Digital Commerce, and a panel discussion on Innovating the Commerce Experience in which industry veterans, as well as rising (women) leaders from the Digital Commerce space, came together to share their insights on the future of digital commerce, the dramatic changes happening in the space of digital commerce, and how to stay ahead of the curve.
According to Priya Ganguli, Associate Director of Sales, e-commerce at Pepsico GBS India, the digital story of the future is really the story of the emerging market in regions like Asia, Latin America, Africa with untapped markets, with a potential for growth in the years to come.
It was the COVID years that gave digital commerce the inevitable boost that has brought it to where it is today, an indispensable way of buying and selling for almost anything. During the pandemic, most commerce went online as a necessity, and the only way has been upwards for digital commerce.
This also means that India will be a significant playground for this growth. As Priya Ganguli very succinctly says, “Right now we are among the top 3 largest online shopping markets in the world, and the fastest growing.”
Deepa Krishnan, Senior Manager, Accenture Strategy & Consulting, agrees. “When quick commerce was actually introduced, we weren’t even thinking that it was a need. And today it feels almost as if you cannot live without it.”
Post demonetization, the Indian government pushed for digitization of commerce, and payments through the mobile became commonplace, even indispensable in some situations. The government’s digital push, the faster adoption of some of the digital payment options, and of course the low cost of the internet achieved this.
“Right now we are only at 55% in our internet penetration, but we really are poised to be at 98% in the next 4-5 years,” says Priya Ganguli giving us the numbers. “Add to that the fact that only 1/3rd of the Indian population shopped online, and you can really imagine what the future is going to be, with the increasing purchase power of the Indian consumers.”
Any business can sustain in the long run only if it is profitable.
Pallavi Pandey, eCommerce Strategy & Transformation Leader – International Markets Schneider Electric, puts it bluntly. “In the short term or long term ‘Profitability’ is the focal point of any business, and it’s important to constantly keep monitoring it,” she says.
How can this be achieved? Data is the answer. All aspects of digital commerce, and especially those to do with customer tastes, preferences, satisfaction, and behavior, can be tracked through analyzing data – one of the reasons why Big Data is such an important tool in the digital marketplace along with its other applications.
Deepa Krishnan says that data can also prevent inadvertent errors in servicing customers, putting customer’s needs and preferences in context. “We need to use the data we have about people’s purchasing habits to inform our SKUs and develop services etc., integrating it into a life -centric customer picture to anticipate their preferences. Use new digital technologies like Gen AI to make sense of this data and synthesize the digital DNA and have a more immersive customer experience.”
This brings us to the next point – identifying the pillars of e-commerce.
Digital commerce as we know it, and as it will be in the future, will not stand without these three pillars, and the focus needs to be on all three to build a good, even great business, and brand.
What are these? Priya Ganguli lists them as:
A successful business invests in all three, and they intertwine – neither of them can really sustain the digital marketplace without the other two – and how they play out make for the brand identity and visibility.
Pallavi Pandey says, “Any investment made by the brand to enable a good customer experience should be supported by its return on investment and how it adds value to the customer journey.”
This is not just the story of big digital commerce players. Brand building for digital commerce is being adopted by nearly everyone looking to sell, anything, and anywhere.
Kriti Jain, ex- Senior Manager, Strategy & Ops, Meesho, agrees. “The way the landscape is shaping,” she says, “it’s very interesting to see that some of the very small-scale companies or even individual sellers with a team of 8-10 people, are now actually thinking from a brand building perspective. And sometime in the near future, it will be quite interesting to see how these smaller brands compete with the larger brands to catch customers’ attention and how the overall market play evolves.”
How can brands keep the customers engaged and loyal when there are so many more fish in the digital commerce sea?
The Customer is the focus around whom the whole endeavor is centered. Customer experience decides many things, and is, to a large extent, dependent on how technology is harnessed to improve it, and emerging technology like Gen AI can really up the ante.
The best thing is that small scale entrepreneurs can benefit greatly, which covers a huge section of women entrepreneurs.
Knowing your customer. Data, data, data. Comparative market studies, pilot projects, all add to this knowledge and other aspects of digital commerce. This needs constant monitoring, and is exponentially getting better as technology and our understanding of human behavior gets better.
Purchase interface. Depending on the business, this might differ. It can be a website, or businesses that operate entirely from social media handles like Instagram/ Facebook, and many more. Even individual sellers or small teams can easily get into digital commerce through these.
App based purchases make it easier for customers, even WhatsApp, and it helps if a brand can integrate a purchase option where the transaction can be done converting text or voice requests on WhatsApp into a sale. This is especially so in customer bases not as tech savvy as the average urban buyer, and can lead to better penetration.
The 10-minute delivery option. This is a mix of the pull and push of customer behavior and expectations, the B2C or B2B chain, and technology, and can get new customers or even get them to purchase online, and integrate many more local retailers. A homemaker who wants an item NOW can easily get it. You can order and get quick delivery of your favorite food even if you decide on it at the last minute.
Subscriptions. “Subscriptions are a great tool,” says Pallavi Pandey. “With subscriptions, we can really look at innovating with the help of technology, with the help of information that we can come up with, look at our current offering in the market, and as a means to maximize the life and value of the customer.”
Use of AR (augmented reality) to improve customer experience. This gives online customers choices similar to offline customers, and increases the conversion rate. If you want to buy a piece of jewelry or an outfit or a personal care item like say, lipstick, can you check online how it may look on you? If it is a decor item, won’t you love to check online how it will look and fit into your space? Of course!
As Sagrika Chehal, Management Consulting Manager, Accenture Strategy & Consulting says, “Customers respond better when you integrate AR experience in your purchase journey. As per Accenture research, industry leaders are 50% more likely to invest in AI to optimize their business processes and differentiate customer experience than others.”
Sustainability, and keeping the brand’s carbon footprint to a minimum. Creating and building a product, marketing it, selling it and delivering it to the customer, after sales service… all of this creates a carbon footprint. How small or big is yours as a brand?
This is a very important point to keep in mind, and will determine the long term viability of the brand in all ways. Some ethical businesses now issue an impact certificate for their product to their consumers, or display in an obvious place on the customer interface what this impact may be to the environment. This is going to be critical going forward.
AI is going to transform the way we are going to interact with everything in digital commerce – the ways we interact, the ways we do things, the way we deliver the talk, the way we deliver the picture super-fast. This is the future, and we should be prepared for it.
Image source: by Nattakorn Maneerat from Getty Images Pro Free for Canva Pro
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A young couple I know closely, Rahul and Sonal (names changed), are in a live-in relationship. The couple is compatible and committed. Yet, the partners are unable to get married because of parental opposition. Both of them are in their late twenties and financially independent. Instead, of waiting indefinitely for parental consent, they have decided to live together.
What’s wrong with that? How are other people impacted by their decision? Why must ‘society’ interfere in Rahul and Sonal’s life? While I may indignantly ask these questions, I also realise that I cannot look at this sensitive matter so simplistically.
Live-in relationships between consenting adults are not considered illegal under Indian law. Yet, they are far from getting social sanction. Not surprising, as the law has always been one step ahead of social acceptance.
Despite live-ins becoming increasingly common these days, society still frowns on them. The reasons are not hard to pinpoint. One, society believes that these relationships challenge the need for the institution of marriage, one of the fundamental bedrocks of traditional living. Two, there is a perception that live-ins are a liberal western concept that is corrupting Indian society.
Three, live-ins are associated with loose morals. Four, it is believed that since partners can walk out of live-ins easily, there is no security or stability in such a relationship.
That’s why couples in live-in relationships are often ostracised and face discrimination. House-hunting in most urban centres is a nightmare for them. They may raise eyebrows in social situations, except when they are with peers. At times, being live-in partners could lead to awkwardness in professional life.
Let’s discuss each of these reasons. How strong is the institution of marriage really today in India with divorce rates soaring? Even when unhappy couples do not opt for separation or divorce, it’s an undeniable fact that they are unhappy. Why must we bolster society with the institution of marriage if marriages all around are breaking down? If there is domestic violence in a marriage?
Coming to the second point, as a society we have been influenced by western norms and practices for a long time. These days, eastern norms are gaining ground in the west. This is part of the inevitable process of globalisation. Unless we want to insulate our country from anything foreign, and live like the proverbial ‘frogs in a well’, we have to let in the liberal winds into our windows. Besides, live-in relationships of various kinds were not unknown in ancient and medieval India.
Third, why must live-ins be linked with a lack of morals? Yes, live-ins involve sexual relationships but so do marriages. What makes one right and the other wrong? Four, security and stability are associated with a relationship not with its social sanction.
Why do youngsters today go in for live-ins instead of marriages? One common reason is they want to test the compatibility factor and take an informed decision before committing to a legal union. In a live-in, each partner gets to know the habits and expectations of the other. Partners sort out how to divide and handle domestic responsibilities which often become contentious issues in a marriage. In this context, popular American advice columnist Ann Landers has famously said: “All marriages are happy, it’s living together afterward that’s tough.”
Some other valid reasons for live-ins are that a couple is giving career a priority at a particular period in life. The need to become financially secure delays marriage, if it is on the agenda. The couple is not yet ready to take on the responsibilities of marriage. Many youngsters do not believe in the institution of marriage anymore having seen friends and family members go through bad marriages.
I am getting a little mushy in the end. Who can forget the love factor? Live-in relationships are often very loving, where partners give each other the space and respect they need and cherish. My analytical left brain and emotional right brain come together in one thought – I root for Rahul and Sonia’s decision. I can’t not.
Image source: by shylendrahoode from Getty Images Signature Free for Canva Pro
“Can your daughter-in-law cook?” That was the question on everyone’s lips when my son’s marriage was arranged. It seemed like cooking was the only thing that mattered, as if a woman’s worth was measured solely by her skills in the kitchen. But I wondered, what if she couldn’t cook? Would our lives suddenly become flavorless? Did we not eat and enjoy the food ever before? Why should things change all of a sudden?
Cooking is just one aspect of a person’s abilities and character. Instead of fixating on this one skill, people should recognize and appreciate the many other qualities a daughter-in-law brings to the table. Kindness, intelligence, work ethic—these are the things that truly matter. But unfortunately, in our society, cooking often becomes the first step in the servitude culture we proudly promote.
As for my daughter-in-law, I remember seeing a post on her Instagram handle—a botched-up cake she proudly shared, failures and all. It made me smile. I didn’t bombard her with questions about her capabilities or plans. It was her life, her choices. I simply wanted to give her space to bond with me, to see if we could be friends. And over time, we did click.
In just a few months, she became like a daughter to me. We cared for each other deeply. And when it comes to cooking, oh, how she’s grown! From failed cakes to culinary masterpieces, she’s come a long way. She even recreates my dishes perfectly with a little guidance.
She once said, “I like to cook when I’m not forced to.” And it’s true. Cooking should be a joy, not a chore. It’s like art—creating something delicious brings its own kind of happiness. But when it’s forced, it loses its magic.
“Yesterday was a moment I’ll cherish forever. My daughter, who’s always been my sunshine despite her special needs, posted a video of her attempting to dance. As I watched her move with such joy and determination, my heart swelled with pride. But what truly moved me was the reflection in the showcase beside her—a glimpse of my daughter-in-law, guiding and encouraging her with a smile that lit up the room. In that instant, I realised how profoundly she had become woven into the fabric of our lives.
It’s been three years since she entered our family, initially a stranger but now a beloved member. Her presence has brought a newfound richness and depth to our household, filling it with laughter, understanding, and boundless love.
In the past, I’ve always been the one to handle paperwork and bureaucratic tasks for our family. But recently, for the first time, my daughter-in-law took the reins and filed my forms for passport renewal. It was a simple gesture, yet it spoke volumes about her competence and willingness to lend a helping hand wherever needed.
Beyond her culinary talents, which have blossomed into something truly remarkable, she possesses a knack for organization and management that never fails to impress me. I often find myself reminding her not to let cooking become a mundane chore, but to approach it as the artful expression of creativity and passion that it truly is.
Looking back, I’m grateful that I didn’t prioritize cooking skills when it came to him choosing a partner, nor did I encourage him to do so. Had we pursued that path, we might have ended up with a predictable confection—a candy we wanted, but not necessarily one we needed. Instead, we’ve been blessed with a delightful assortment of surprises—a box of chocolates, each one bursting with its own unique flavor and charm.
As we savour these unexpected joys and revel in the richness of our shared experiences, I can’t help but feel a profound sense of gratitude for the journey we’ve embarked upon together. Life is sweeter when we embrace the unexpected, when we open our hearts to the myriad possibilities that lie before us. And in my daughter-in-law, I’ve found not just a family member, but a kindred spirit—a true gift to treasure always.”
Image source: a still from film Thappad
*SPOILER ALERT* Don’t read further if you are planning to see the film.
This is not a film review though. Manjummel boys is a good film if not a great one, and definitely worth a watch. My essay is related to the film only tangentially.
Before the pandemic, I was on a solo trip and did something so uncharacteristic that my mind boggles to this day. I decided to try my hand at paragliding. This whole exciting adventure can be divided into four very scary parts and all of them have to be done by deliberately shutting down your survival instinct, the very thing that keeps you alive.
One, you are strapped into a strange man’s lap and praying that he’ll not grab your boob from behind while up in the air. Or worse, the thing in his pocket would be his happiness at having you sit on his lap.
Two, You have to jump off a cliff, not only voluntarily but you will also have paid a lot of money for it.
Three, you are flying in the air, testing the veracity of Bernoulli’s principle in what is basically a large nylon tote bag, and to my horror, directly above an eagle. So basically, even the eagle, whose natural home is the air, was flying lower. And my bones are not hollow like the bird’s. If Bernoulli’s principle is another wig-wearing white man’s lies then those un-hollow bones are going to be calcium dust fertilising the flora of the lower Himalaya. It was of some comfort to me that if I did crash I would at the very least drag one man’s arse with me- my contribution to feminism.
And the fourth bit, I had to somehow trust that the man whose lap I’m sitting on and the nylon tote bag would get us to safe ground. We did land and I have a video of it somewhere, where I have an insane look on my face. It was not joy, it was relief that physics: 1 and gravity: 0.
I would never paraglide again. Same for bungee jumping, base jumping, free diving, sky diving, going down in a submersible etc. My idea of sport is 10,000 slow steps a day round my colony garden wearing a large hat and 50 spf. I have raised two children, a daughter and a son. When my daughter tells me that she walked home alone at 2.30am from a party, I’m glad she told me about it the next day, because my heart couldn’t have handled that much adrenaline surge. When I see my son returning from a joyride with 6 other frisky teenagers, in the car that he learnt to drive just 6 months ago, I need to lie down immediately.
Justifying the title of my essay, Manjummel Boys is a film based on a true story that unfolded in the Guna Caves of Kodaikanal.
The caves have a blood-thirsty history. Anywhere between 12 and 16 boys have fallen into the deep chasm aka Devil’s Kitchen never to be found. The Manjummel Boys story is of the only time when a boy fell into the chasm and was rescued only because one of his mates bravely volunteered to go 80 feet down the cavern and physically lift his friend back up.
My best friend and I went to watch Manjummel boys and at the point when the ‘Boys’ break the rules to go into the restricted area of the caves, both my friend and I exchanged a droll glance. We were thinking the same thing. Girls would never do this. Note that in the history of the Guna Caves there has not been a single girl who has fallen into it. All the 16 victims were boys or men.
More and more are participating in adventure sports, even though they are still a minority. I wonder if because our regular life is so fraught with danger that we women are just too tired to go around challenging the fates. My daughter walking home alone at 2.30 am is nothing short of high adventure.
It comes down to upbringing also, I suppose. The boys of Manjummel Boys do not have to ask for permission from their parents, one of them is even told by his parents to not drink ‘too much’. It took me 3 weeks to convince my mother to send me to my school picnic to Gorai beach that was organised by the school with half a dozen teachers chaperoning us.
This is not to take away from the bravery of the man who volunteered to rescue his friend from certain death, when not even the fire fighters were willing to go down the cave shaft.
But I was mostly pissed off that when there were so many signs, there even was a giant ass padlocked gate to prevent anyone from going down to the treacherous caves. And yet these boys and the boys before them thought what? Too cool for school? Too manly for rules? I’m surprised that once the fellow was rescued, they were all not thrown into the slammer for being such assholes. Instead, they are celebrated and now there is even a film immortalising their foolhardiness and turning it into a warm and fuzzy story of fraternal love.
I follow this white gent on Instagram who is walking around the planet. Just that. He walks everywhere. And he camps where his heart desires. Just like that. So fun, so fey. He has posted a reel while walking across the state of Assam. How warm and lovely are people who offer him a Gamcha and a free meal welcoming him to their land.
I wonder if I or my daughter would be welcomed in this manner. Or would we be welcomed too much. I think of the Spanish woman who was gangraped in Chhattisgarh. Remember what Sheila Dikshit had said of slain journalist Soumya Vishwanathan, “All by herself till 3 am…you know, you should not be so adventurous.”
There then are different rules of adventure for men and women. We celebrate mountain climbers’ spirit of adventure but no one has heard of their wives who are back home taking care of the children, trying to run a house, fending off advances from other men, somehow trying to work their way out of an adventure that they did not volunteer for.
Anton Chekhov is credited to having said, “Any idiot can face a crisis, it’s this day to day living that wears you out”. I wonder if because our regular life is so fraught with danger that we women are mostly an exhausted bunch who’d be happy to Netflix and chill in the literal sense of the phrase.
In the quaint village of Gobarhela nestled within the Vidisha district of Madhya Pradesh, Rajkumari Chidar led a life bound by limitations. Earning a meager income of 2000 rupees per month, she resigned herself to a future defined by labor and struggle.
Every day brought its share of troubles, and Rajkumari couldn’t figure out how to improve her life and future amidst the constant struggle of finding work. Despite her distress, she understood that tough times don’t last forever; eventually, the clouds of adversity give way to the sunshine of happiness.
However, fate had other plans for Rajkumari. Introduced to the concept of Self-Help Groups (SHGs) by Ajeevika Mission, a glimmer of hope ignited within her. With newfound knowledge about various schemes and income-generating activities, Rajkumari saw a path towards a brighter future.
She didn’t know that the very thing she had been seeking for so long was right there with her all along. What Rajkumari had never imagined happened. She discovered a place where she could put an end to all her life’s troubles once and for all.
Thus, the journey of transformation began. Embracing the opportunity presented by the Ramseeta SHG, Rajkumari ventured into selling sarees. What started as a modest endeavor soon blossomed into a lucrative venture, propelling her towards her aspirations.
Undeterred by familial challenges and the modesty of her dwelling, Rajkumari’s association with the SHG proved to be a beacon of empowerment. Uniting women from the village, she played a pivotal role in forming a Gram Sangathan (Village Organization), fostering economic independence among the womenfolk.
Under the guidance of Ajeevika Mission, Rajkumari underwent training that equipped her with the necessary skills to establish multiple self-help groups. With unwavering determination, she took charge as the secretary of the village organization, overseeing various initiatives aimed at women’s empowerment.
Rajkumari Chidar, a resident of Gobarhela village in the Vidisha district, shares her story: “I was limited to household chores and occasional labor when needed. Earning a mere 2000 rupees per month was a struggle. Officials from the Ajeevika Mission enlightened me about schemes and income opportunities. I formed the Ramseeta Self-Help Group. Initially, I sold sarees worth 15,000 rupees, traveling to nearby villages. I earned 15,000 rupees in my first attempt, which boosted my confidence. Gradually, I expanded my work. With determination, I purchased a home in Vidisha and opened a saree shop. Now, I am earning well.”
The fruits of Rajkumari’s labor began to manifest. With the purchase of a vehicle and the involvement of her son in selling sarees, her income witnessed a substantial surge. The SHG, bolstered by bank linkages, provided financial assistance and support to its members, further fueling their aspirations.
Today, the women of Gobarhela village stand as a testament to Rajkumari’s resilience and the transformative power of collective action. Empowered and self-reliant, they have transcended the constraints of their circumstances, forging a path towards a brighter future.
Rajkumari Chidar’s journey serves as a beacon of hope, inspiring others to break free from the shackles of poverty and embrace the opportunities that lie ahead. Through unity, determination, and perseverance, she has not only transformed her own life but also uplifted an entire community, leaving behind a legacy of empowerment and resilience.
Ravivar Vichar has made a commitment to bring forth the stories of every such woman and make us aware of their lives.
In this WomensWebXMahilaMoney impact series, we bring you entrepreneurs like these women from Raisen, MP, who had not just the ambition to grow, but took the steps needed to bring their dreams to fruition. Apply for a loan of up to 25 lakhs to fuel your business growth by downloading the Mahila Money App on Google Playstore or visiting the website here.
Popular actor Surya Sivakumar participated in a program held by Anna University in Chennai a few days ago. He interacted with the student and during his speech, he mentioned that “A woman is capable of completing a work that could be done by five men. They have the power within them. They have achieved in different sectors, including Agni missile and ISRO. I see the surrounding women are always powerful. Women need to work 50% more than men to gain recognition.”
The last line stands so true. Women are seen emerging in various fields which leads to the conclusion that anything is possible by a woman and she has no barriers. But when the word “Recognition” comes into place it is always the men whose name pops up.
How long would this discrimination go through in our society?
Probably the issue starts from our very home. A homemaker does her job. She takes care of every single detail starting from attending to elders, and kids and managing the chores but instead of being praised all she gets is briquettes thrown at her.
Even at the workplace, she needs to keep ignoring the comments passed by fellow workers who say, “Oh it is an additional income to the family already. Does she need a hike/promotion?” and continue her work as usual. The society believes that men are the breadwinner of the family. So they need to be recognized. They bear the EMI every month and need to pay school/college fees. Many factors come into the picture that support men to be praised in their workplace.
When work is done, it is done. Gender shouldn’t be playing a role here. The appreciation should reach the concerned person unbiased. She works her part as much as men do and so she does deserve her share of recognition.
One of the major factors is that the mentality that prevails, women cannot do it. Though the eyes see the evidence of a woman’s achievement, somehow the mind intervenes with the thought, “Ah, what big deal has she done? It’s nothing.”
Despite not receiving the credit 100%, women do continue with their battle. They keep shining much brighter though the world tries to hide them behind a nutshell. Demotivating comments/talks are always leashed at them. Yet they are stronger than they seem to be. Women know their capability well and someday SHE will receive all the recognition she deserves.
Consider this: 95 per cent of what we learn is through our eyes and ears. Can you imagine the challenges faced by those who are deafblind, that is, they have both sight and hearing loss?
Shrutilata Singh has been having progressive deafblindness since childhood. Yet the spunky 30-year-old has not let this deter her from finding meaning in life.
Shruti is the first deafblind person in the country to graduate and work as a physiotherapist. She has worked as a physiotherapist at early intervention centres helping children who have special needs.
Hellen Keller, who was deafblind, has described the childhood experience as “being at sea in a dense fog”. According to a 2019 research paper published in the journal ‘Indian Pediatrics’, it is estimated that there are more than 500,000 deafblind adults and children in India.
Triumph of the spirit
Shruti was keen on becoming a physiotherapist and enrolled in a diploma course at the Blind People’s Association (BPA), Ahmedabad, the largest NGO in the country in the disability sector. Getting admission in a physiotherapy course was not easy for a deafblind person. Also, it was her willpower that enabled her to complete the rigorous four-year course in 2015. It helped that she had studied science in class 12.
While she was not able to hear the lectures, she would read transcripts on the screen of her mobile phone. She discussed subjects with other students using sign and tactile language.
Another challenge arose when she started working as a paediatric physiotherapist in an early intervention centre. “Some parents were shocked. A few even refused to allow me to touch their kids. But my skills convinced them that I was up to the mark,” Shruti said in earlier interview.
Today, nine years later, Shruti works for Sense International India in Ahmedabad as a senior specialist, network support. “Communication and information sharing is crucial. I am glad I am involved in providing exposure and opportunities for persons with deafblindness,” she says.
Shruti uses technology extensively to enable her to communicate with non-disabled people and to access material.
“At present, my visual impairment is 95 per cent. I can see less than 5 per cent of what is around me. I can read, but very slowly. I can hear noises and music. But I cannot make out the words when people speak or the lyrics of songs. I need an interpreter to communicate,” says Shruti.
Childhood struggles
Shruti’s family is from Jharkhand but her parents settled in Gujarat when she was one year old. Much to the dismay of her family, her vision problems started when she was six and hearing issues showed up when she was nine years old. Since she was not born deaflind, she knows what it means to see and hear.
The doctor told her parents that the deafblindness was because of genetic mutation but the cause of the mutation was not clear.
“I went to a mainstream English medium school till class 12. From class 4, I was unable to read the blackboard or hear what the teacher was saying. It was a huge challenge. I would go near the blackboard and copy what the teacher had written. Some teachers did not like this,” relates Shruti.
She credits her mother, who is a doctor, for motivating her. “My mother was very strict with me about education. She always urged me to achieve my best. I took up science in class 12. The practical’s part proved to be a problem,” says Shruti.
Apart from difficulties in communication, Shruti’s socialisation skills could not develop in school due to her disability. Children refused to sit next to her. She faced a great deal of isolation. “My cousin sister would explain what was happening in the school. I missed a lot of normal school life. I never had social outings with friends, for instance,” she adds.
Cheerful personality
Despite all this, her mother says Shruti has always been very cheerful. She was a bookworm in her growing years and would read using a magnifier. She enjoyed cycling before it became too dangerous for her, her mother has said in an earlier interview.
Shruti did a BA in English Majors from IGNOU. She then took up physiotherapy at BPA. Life looked up during her association with BPA. “When I came to Ahmedabad and joined BPA it was the first time I had lived away from family. Yet, I felt at home. I could communicate with people with different types of disabilities,” says Shruti.
BPA provided her with an interpreter from whom she has learnt tactile and sign language. She also started learning braille. Classmates helped her by writing notes and so did teachers. She also learnt different ways of getting assistance in education. For instance, use of magnification facility in exams. Her social life also improved. She was made to feel included. She would join others for plays and movies.
Advocacy work
Shruti’s work at Sense International India, which she joined in April 2020, involves advocating for the deafblind in various ways. She has presented papers at national and international conferences and made presentations on a variety of topics.
She has participated and contributed as a speaker at Global Disability Summit (GDS) and United Nations Girls Education Initiative (UNGEI).
At the International Purple Festival held in Goa in January 2024, Shruti was the ambassador for deafblindness. The festival is a time for celebration and empowerment for Persons with Disabilities (PwDs).
Tale of positivity
Shruti has been living in Ahmedabad for the past ten years. “Being a girl and deafblind, there are safety issues. I live in an apartment with two friends. I have got used to managing on my own. Only when we get exposure do we learn to be independent,” she asserts.
“I am lazy about cooking but I help my flatmates with preparatory work. I make masala oats and khichdi well (with a laugh). I text my sister when I have doubts and am unable to understand something. I feel so comfortable in the office, I spend a great deal of time at work. I have good friends now, including virtual ones on social media,” says Shruti.
“The more I interact with others facing challenges the more inspired I get. Everyone has a unique challenge and a unique way of handling it. I draw inspiration from everyone in my life. What gives me the greatest joy is to ‘sense’ the happiness of someone I have helped,” say the gritty youngster with a smile.
The long chiming ring of the doorbell knocks me off from my morning daze. I head towards the main door, leaving the tea to boil on the stove, muttering under my breath who it could be on a Sunday morning? I quickly glance at the wall clock. 10.30 am. It could not be the help. She had made it clear last evening; that she would come post 11 am.
I open the main door but only half. Sceptical, I peep through the grills of the safety door. I do not recognize the people I see. There are three of them. Two women and a man.
‘Madam, we are here for a survey from the local corporator’s office. We need some information.’ The woman wearing a green and red cotton saree, a neat bun, and a pair of full-rimmed glasses protecting a curious set of black orbs, clarifies.
‘Oh ok.’ I nod and open the safety door. I am relieved it is just them. I do not want any guests now. I was up late at night working on a manuscript, have woken up extremely late, and am about to have the day’s first cup of tea. I abhor talking to anyone at this hour.
So, I am happy.
This will take 2 min.
I tell myself.
‘You live here?’ the other woman, a pen, and a register in her hand, asks.
I look at her amused. I am still in my night clothes, and I do resemble someone who just walked out of her bed.
‘Can you call someone bigger than you?’ she said, her eyes trying to scan my living room through the half-open door.
She has my attention now.
She is in her twenties I can tell. Dressed in a yellow cotton suit, her thick oiled mane neatly tied into a French plat, a sizeable golden Mangalsutra adorning her neck, and a pretty round face with no expressions.
‘I don’t understand your question ma’am.’ I answer in all honesty.
‘Arre, I mean someone elder than you. Please call him.’ She replies nonchalantly.
‘Well, I am the eldest here.’ I am quick to respond. I am beginning to feel offended.
It has been quite a journey to be able to make it to my 40th year. And when someone does not seem to take me seriously or makes me feel I am not old enough, it rattles me.
Also, the words Please call him– those do not sound right. How did she assume that the eldest member (and here I am saying only in terms of age) would be a male?
‘Madam, we want to talk to someone who is in charge here. Like your father-in-law/husband/father etc.’ The lady with the curious eyes takes over.
There. I am not amused anymore. I am appalled.
‘I am THE in charge here.’ I retort. I point my finger at the Nameplate outside my apartment, carrying my husband’s and my name, both in a clear, bold font.
Her curious eyes shift their attention to the nameplate.
‘Ya, that’s fine. Can we speak to your husband then, in that case?’ She replies. I can sense the indifference.
‘Unfortunately, NO; you may not. He is not in town. He is not in the country. Even if he were, I would still be the one answering your question. Only if you would care to ask me. What is this survey about? Men? Is it?’ I fumed.
‘No no madam, it’s not like that.’ Her tone changed suddenly.
‘Then what is it like? Enlighten me.’ I urge staring at her right back.
‘Ma’am it is a simple survey about who all occupy the household. Just to understand the demographics ahead of the elections.’ Finally, the man spoke up.
I turned my head and saw him. A middle-aged man standing next to them, sweat and awkwardness rampant on his face.
‘If it is so simple then why isn’t she asking the right question? Why am I being asked to call a man? Look if an elderly man was living with us, I would have called the first time they asked. Even after making it clear that I own this place they are fixated on finding a man in my house bigger than me. Not just in terms of age but in stature too.’ Anger is flushing through my cheeks now.
‘Ok OK ma’am…’ he fumbles now and admonishes the two women, ‘finish the survey fast.’
The women quickly follow the instructions.
The one with the curious eyes asks, ‘Who all stay here? Please tell me their names and ages.’
I give her the details of my husband, my two kids, and yours truly.
‘See your husband is 41 years old, which makes him the eldest. You are getting irritated for no reason.’ The woman in the yellow suit smiles and comments.
Now I have lost it completely.
‘Ma’am my husband is a year older than me. I am aware. But your line of questioning is still wrong. You are here for a public survey. Your job is to ask the right questions and not assume who is big or small in a family. You asked me who was in charge of this apartment. I told you I was. You shoved that aside and continued asking the whereabouts of the men in this family. Just to be clear I would have pulled out a man from inside the house if there was any! This is as much my house as it is my husband’s. And I run the show here. Like it or not, I am in charge here.’ I finally blasted.
‘Sorry Sorry madam. They are new. The survey is done. Thank you.’ The man tried to bail them out again and pressed the lift button in haste.
‘There are plenty of women, I am sure who are IN-CHARGE in their respective households. Please be mindful of your questions.’ I left them with a word of caution and banged the safety door.
They must have left the floor, as I heard the elevator door opening immediately after that.
This is a recent experience, not a decade-old one. It is unsettling on a different level because it is women and not men who put me in a spot. It is unacceptable because this is not about proving who is weaker between the two sexes; rather it is about the weak edifice on which a civilization is built, stands, and thrives.
In my 40 years of being a woman, It has been conveyed to me at least a million times, that there are limits to my existence as a woman and I must not cross them; that I should accept those limits as final and not challenge them. And it has always been done very slyly, and sagaciously.
As a teenager, as a naive young woman, I may have complied sometimes. But as I grew both in age and experience, I realized that I was under no compulsion to do so. So, I laugh loudly, I put my foot down when need be, I take my chances, and most importantly, I consider myself second to none.
Ahead of Women’s Day, I leave you with a thought by a steadfast feminist, Justice Claire L’ Heureux-Dube, a retired Canadian judge, in the Supreme Court of Canada.
“Equality is not simply about equal treatment, and it is not some mathematical equation waiting to be solved. It is about human dignity and full membership in society. It is about promoting an equal sense of self-worth. It is about treating people with equal concern, equal respect, and equal consideration. Those are the values underlying equality. Those are the values offered when we discriminate, consciously or not.”
Image source: YouTube/ short film Ghar ki Murgi
As someone who needs an excuse to complain about how terrible the cinematic adaptations of Anuja Chauhan’s brilliant novels have been so far, I expected very little from Murder Mubarak (2024) which is based on Club You To Death (2021). Set in Delhi Turf Club in Lutyens Delhi — which bears resemblance to Delhi Gymkhana Club — the novel is a whodunnit in which a desi Hercule Poirot, ACP Bhavani Singh solves the murder mystery after the club’s zumba trainer is killed.
As can be understood, the primary focus of the novel is not the murder in itself, but rather, the absurdities of the high society it is set in. Even though I would any day reread an Anuja Chauhan novel including this one, Murder Mubarak did not create a lasting impression on me.
*Spoilers Alert*
Here are a few reasons why:
“‘Mahadev.’ Old Mrs Dogra smiles dreamily. Then she folds her hands and bows reverentially in the direction of the man on stage. ‘Om Namah Shiva.’”
– Club You To Death, page 28
Leo Matthew, in the book, is someone with a mysterious personality who is not just adored by the middle-aged married women he teaches zumba to at Delhi Turf Club (Royal Delhi Club in the film), but also elderly Mrs Dogra who compares him to “Mahadev” due to his attractive persona. Murder Mubarak, on the other hand, turns Leo (Aashim Gulati) into a caricaturish, comical casanova who appears to be both sadistic and sinistrous in most flashback scenes. If the person who has been murdered is so deplorable, why would the audience sympathise with him?
Keeping Sara Ali Khan’s unconvincing acting skills aside, the makers of Murder Mubarak completely ruined a decent murder mystery by unnecessarily focusing too much on Akash ‘Kashi’ Dogra (Vijay Varma) and Bambi Todi’s (played by Khan) love angle. To begin with, Kashi never really cheats on his partner, Kuhu Banerjee with his ex-lover, Bambi. However, since Homi Adajania has been constantly criticised by feminists and misogynists alike for attempting to normalise infidelity through his projects, what better can be expected from a male director with a primitive and chauvinistic mindset?
One takeaway that I have had after watching Murder Mubarak is that a problematic director can seriously ruin the cinematic adaptation of a novel written by a sensible, progressive author. Why I am saying this is because Kashi’s feelings towards Bambi are so beautifully explained in the novel that not once did I find myself questioning his morals or his dedication to his current partner. The film, nevertheless, completely spoiled the impression I had of Kashi Dogra.
Having read Club You To Death quite recently, I feel the need to admit that the climax scene (or rather, chapters dedicated to the major reveal) had me turning pages with anxious anticipation, hoping neither of the characters I had empathy for were responsible for the murders. While ACP Bhavani Singh’s provisional theories could have surfaced earlier in order to build better suspense throughout the novel, I had not been able to guess who the murderer was till the very end. In the film, however, there are numerous scenes with dramatic background scores where the camera randomly focuses on the facial expressions of the actual murderer which, in a way, gives away the suspense. The murderer is further given a psychotic personality which is so unlike what they had in the book, thus, making their murder motive rather obvious to the viewers. Additionally, the filmmakers went on to casually change the culprit’s background story whilst focusing on irrelevant aspects of their past which makes the ending quite predictable.
If Leo had been blackmailing Shehnaz (Karisma Kapoor), why were the two canoodling in the opening scene of the film? If Ganga (Tara Alisha Berry) was having an affair with Bambi’s husband, why does the latter help her get a job at the Royal Delhi Club? Why is Bambi written to be a kleptomaniac and why is her past affair with Leo highlighted when neither of these contribute to the storyline in any way? Why is Cookie Katoch (Dimple Kapadia) even there in Murder Mubarak?
The filmmakers might have borrowed numerous plot points from the novel, but they fail to make their relevance known to the audience. The issue here is not just poor direction, but even abysmal screenplay. Towards the end, I was left confused as to why they could not hire Anuja Chauhan to work on a script based on her own novel.
Since most characters had received the closure they were seeking throughout the book, I had finished Club You To Death with a happy heart. For instance, Kashi Dogra, whose benevolence had caused me to question his practicality in the entirety of the novel, finally seemed to be at peace with the life he had chosen for himself. Keeping that in mind, him not being able to disengage from the convoluted, classist world of Royal Delhi Club and the lives of its self-centred members in Murder Mubarak was disappointing, to say the least.
A bigger letdown was that Homi Adajania and his team felt it was appropriate for them to turn a subplot centred around sexual violence into one about an extramarital affair which clearly led to the antagonisation of a woman character who deserved a much better ending; something she was given in the book.
At times, relationships do not work in the way the couple wants them to. No concrete reasons are needed to justify. It could be anything. So reaching the extreme ends, they take the decision to part ways and it is best when done legally. Hence, they stepped into the court to break the bond that no longer felt needed.
What happens during the process? Logically, they need to carry on with their lives and not intervene in one another’s. Sometimes, it doesn’t happen so.
Karnataka is one of the states with the highest divorce rates, a recent study reveals.
A couple who got married in 2016 end had thereby applied for divorce and the process is on. She now works abroad while he in his thirties works in Bengaluru in a private company. He had sent an obscene video with lewd comments to his wife’s email. The woman’s younger brother filed a complaint and she flew down to Bengaluru to register the FIR. The court has given him a one-month imprisonment and a fine of Rs 45,000.
Harassing a woman stands as a crime always no matter whether it is the boyfriend, husband, or ex-husband. The question is while a couple decides to part ways, the mentality of the partner to let go never happens. Somehow she must feel the pain, she must suffer though it may not be physical becomes the ultimate motto. Vengeance or revenge, whatever name it holds needs its space here.
When a separation happens the mind is bound to be filled with unwanted and negative thoughts. Friends and Family can pitch in to ensure the journey takes place smoothly. Counselling could help too. It is a phase of life that needs to be crossed with caution.
There are no imperative methods to stop them from happening. But yes, it needs to be reported. It is the right on the woman’s end to stand up for her against him. Gone are the days when she silently weeps over such incidents and keeps them to herself. It is the period where women fight over such things and not allowing it to affect them. Hope such news gives more courage to women to battle the hardships and come out of their cages however the situation may turn out to be and yes they are not alone in this and our country’s law does stand with them.
Source Link – https://timesofindia.indiatimes.com/city/bengaluru/man-jailed-for-sending-obscene-video-to-wife-in-bengaluru-information-technology-act/articleshow/108598836.cms
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