Professional Documents
Culture Documents
Case Study - 2
Case Study - 2
Case Study - 2
INNOVATION
Figure 1: In front of Devendrabhais’ house in the village. It was built by his grandfather and
despite earning handsomely new, he doesn’t want to shift to a new house because of the
emotions attached with this house
Figure 3: The tank is where the churning of the mixture is done. There as small load
submersible motors inserted in the tank which run 24*7 for the stipulated process
period
Apart from land, the family has also been actively pursuing the dairy related activities.
Devendrabhai maintains a horde of 6-7 cows. On an average, one Bharuchi cow gives around
7-10 liters of milk per day. With reach of the village to dairy industry through milk tankers, the
family has benefitted by selling surplus. Recently, a milk chilling unit of Saykha Dairy has also
been opened in a village named Rahiyad near Bharuch and it has further helped families like
these. Now, the milch cattle is turning out to be a profitable venture with easy market access.
The family of Devendrabhai has been well connected politically with the local MLA.
This has also in turn helped him in reaping rich dividends in the form of getting the right
pricing. As the local MLA also happens to be the chairman of the local APMC market, the
nexus has benefitted Devendrabhai. To give an example, Devendrbhai is able to sell his
produce to the APMC at the MSP beyond the prescribed quota assigned for a particular land
block number. This leads to the premature exhaustion of the overall APMC wise quota with
genuine beneficiaries left out in the cold who then have to sell their produce to a private trader
at a much lower price at a loss to cover up for their input cost. Even 2 cases of suicide have
taken place in the village in last one year due to this issue.
Despite all the factors mentioned above, Devendrabhai has always been a leading figure
when it comes to fighting for the genuine rights of the village. He has tremendous love for his
village and is ready to go to the worlds end to protect its interest. He also occasionally dabbles
into money lending to the needy villagers at slightly higher rates of interest. Many families
look forward to him for financial help in absence of formal banking channels near village.
There is no branch of any bank within 20 km of the village. Further, with habitual non-payment
of loans, bank people also hesitate bank loans to villagers especially those without any
collateral. In such a situation, Devendrabhai comes to rescue. Many villagers have testified that
he doesn’t charge usurious rates and at times also gives short term financial help to close ones
without any interest also.
By no means is the life of Devendrabhai affluent by city standards. But the family is
well to do, has respect in their village and the most important thing is that they’re content.
Despite the conservatism that exists in a village, Devendrabhai is fairly progressive. His wife
too takes a keen interest in the farm as well as finance related activities. He also is planning to
send his kids to college, which goes on to show his concern as well as appreciation for quality
education. All in all, his life truly is a mixture of the penetration of modernity but still retaining
the eternal and idyllic elements of the traditional country life.