Presentation Title

Case study of transformative social enterprise in India: Jaipur Rugs and Gram Vikas on both sides of the threshold

Presentation Type

Poster

Keywords

social enterprise, transformation, organizational communication

Department

Communication

Major

Business

Abstract

The purpose of this case study was to examine how social enterprises in India transform social cohesion into social capital by negotiating traditional values with cultural sustainability. Transformation was represented as constitutive communication that reproduces and resists rules and resources in order to break double binds for a more just equilibrium. While one organization described making change “without crossing the threshold of the home” and the other by requiring women to “cross the threshold of the home,” both leveraged traditional family values to create sustainable social change. Jaipur Rugs is a for-profit corporation that creates a more just equilibrium by giving weavers (female and lower caste members) direct access to the marketplace through family infrastructure that replaces dependence on corrupt middlemen. Gram Vikas is a non-governmental, not-for-profit organization that creates space for women in patriarchal, rural communities to participate in problem solving about public health issues linked to poverty by “institutionalizing gender” in “uncontested domains.” Paradigm shifts occurred following questioning, reframing, and leveraging old assumptions of family. At Jaipur Rugs, this occurred in the marketplace with a culture of family blessing and “weaving lives” across caste boundaries; and at Gram Vikas, in collective thinking in bonafide groups with other women and in mixed-group, problem-solving processes.

Faculty Mentor

Dr. Juanie Walker, Communication

Funding Source or Research Program

Academic Year Undergraduate Research Initiative

Location

Waves Cafeteria

Start Date

29-3-2019 2:00 PM

End Date

29-3-2019 3:00 PM

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Mar 29th, 2:00 PM Mar 29th, 3:00 PM

Case study of transformative social enterprise in India: Jaipur Rugs and Gram Vikas on both sides of the threshold

Waves Cafeteria

The purpose of this case study was to examine how social enterprises in India transform social cohesion into social capital by negotiating traditional values with cultural sustainability. Transformation was represented as constitutive communication that reproduces and resists rules and resources in order to break double binds for a more just equilibrium. While one organization described making change “without crossing the threshold of the home” and the other by requiring women to “cross the threshold of the home,” both leveraged traditional family values to create sustainable social change. Jaipur Rugs is a for-profit corporation that creates a more just equilibrium by giving weavers (female and lower caste members) direct access to the marketplace through family infrastructure that replaces dependence on corrupt middlemen. Gram Vikas is a non-governmental, not-for-profit organization that creates space for women in patriarchal, rural communities to participate in problem solving about public health issues linked to poverty by “institutionalizing gender” in “uncontested domains.” Paradigm shifts occurred following questioning, reframing, and leveraging old assumptions of family. At Jaipur Rugs, this occurred in the marketplace with a culture of family blessing and “weaving lives” across caste boundaries; and at Gram Vikas, in collective thinking in bonafide groups with other women and in mixed-group, problem-solving processes.