1. “TELL THE TRUTH AND
TRUST THE PEOPLE”
EXPLORING FEELINGS OF CHANGE IN INDIA
KARTIK DESAI
FOUNDER, WHAT‟S UP BHARAT

2. A FUNDAMENTAL CHOICE?
Greed – Do you agree with the Non-violence – Do you think
statement that „Greed is the philosophy of non-
good‟? violence is relevant for India
and the world today?
Source: What‟s up Bharat-Manthan (Delhi University) Poll

3. FINDING THE MBA-MYSTICAL BALANCE

4. A BIG IDEA
• Please describe in 150 words or less what you
would expect of a good government:
Joseph Newton Pew Jr, 1946
J Howard Pew, 1953

5. AGENDA
• What does it mean to gauge feelings and attitudes
of people regarding “social change” in India?
• “Connecting the dots” – How to understand the
past and present to try anticipate the future?
• Asking the right questions, sharing the answers
– a new model for open polling and engagement

6. GAUGING FEELINGS
What is “feeling”? How do we measure it? Why?

7. MOVIE PERFECT
HOW DO YOU FEEL?

8. MOVIE PERFECT
HOW DO YOU FEEL?

9. MOVIE PERFECT
HOW DO YOU FEEL?

10. FEELINGS ON „SOCIAL ISSUES‟
“Policy” “Personal”
Terrorism – Should anti-terror laws Custodial Violence – Should the
be made tougher even if it this powers of the police be curtailed in
happens at the expense of some order to contain custodial violence?
human rights violations?
Homosexuality – Do you support Eunuchs – Would you have a
equal rights for gays & lesbians? eunuch as a close friend?

11. MAKING SENSE OF DATA
Relating „What you feel” to “Who you are” (Demographic Data)
Age Region / Location
Gender Education Type
Source: What‟s up Bharat-Manthan (Delhi University) Poll

12. WHAT YOU FEEL IS NOT SAME AS…

13. CONNECTING THE DOTS
Seeing the forest, not just the trees

14. A POOR NATION – WHAT IS THE
BOTTOM OF THE PYRAMID?
Annual HH Average
Monthly HH
Income Annual HH
Income
Range Income
Rich
(0.8 mm HH)
Greater than Above Rs.
> 10 lacs
Rs. 10 lacs 80,000
Middle Class
(11 mm HH) Between Rs. Between Rs. 17
2 lacs – 10 6 lacs – 80k, Rs.
lacs 50,000 average
Aspirers Between Rs. Between Rs. 8 –
(41 mm HH) 90,000 – 2 1.5 lacs 17k, Rs. 12,000
lacs average
Less than Rs. Below Rs. 8,000
Below 1 lac
90,000 / month
Deprived
(135 mm HH)
Source: National Council of Applied Economic Research (2005)

15. A POOR NATION – WHAT IS THE
BOTTOM OF THE PYRAMID?
The Emerging Middle
Annual HH Average
Monthly HH
Income Annual HH
Income
Income Rs. 1.5 – 3 lacs
Annual Family Income
Range
Rich
(0.8 mm HH)
2010 Population10 Total
Greater than
>
/ lacs 470 million
Above Rs.
“Emerging Middle”
Rs. 10 lacs 80,000
Middle Class 2021 Population / Total 570 million
(11 mm HH) Between Rs. Between Rs. 17
2 lacs – 10 6 lacs – 80k, Rs.
%age of Population
lacs 40-45%
50,000 average
Aspirers Between Rs. Between Rs. 8 –
(41 mm HH) 2010 Market Size
90,000 – 2 1.5 lacs $ 450 billion
17k, Rs. 12,000
lacs average
2021 Market Size $ 1,000 billion
Less than Rs. Below Rs. 8,000
Below 1 lac
90,000 / month
Deprived The Emerging Middle – people between
(135 mm HH) „poor‟ and „middle class‟ – are the largest
segment of population and the “Fortune
Just Above the Bottom” of the Pyramid
Source: PwC Analysis (NCAER, CMIE, NSSO), Economic Times

16. A YOUNG NATION – WHERE IS THE
DEMOGRAPHIC DIVIDEND?
 UP, Bihar, Jharkhand, Madhya Dependency Ratio (2001-61)
Pradesh and Rajasthan – The UTTAR PRADESH
Five Hindi States Will Account
for Bulk of Youth in the Future 46.0
44.0
42.0
40.0
 Share in Growth of 38.0
36.0
34.0
Working Age (15-64) 32.0
30.0
Population is forecast to 2001 2011 2021 2031 2041 2051 2061
be 57% from 2011 till 2031
and after 20 years, 92% KERALA
(2031 to 2051) 43.0
41.0
39.0
 Share in Growth of Labour 37.0
35.0
Force between 15 and 30 33.0
31.0
years is already over 75% 29.0
27.0
(2007 to 2017) 25.0
2001 2011 2021 2031 2041 2051 2061
Source: Golden Jubilee Lecture – Indian Economic Service (Nitin Desai)

17. YOUNG AND UNEQUAL – WHAT IS
THE “WHITE TIGER SYNDROME”?
 Fundamental Evils – corruption,
poverty and inequality,
environmental degradation,
women‟s rights, social injustice,
internal security, wars…..
 The repeated failure of the system
to deliver results over time
 Lack of open and neutral platforms
for engagement on critical issues
 Increasing middle class apathy to
the poor and marginalized
 Loss of credibility of political and
business elites due to increasing
corruption, feudalism and inequity

18. MOVIE PERFECT OF BIG IDEAS
A BRIEF HISTORY

19. MOVIE PERFECT OF BIG IDEAS
A BRIEF HISTORY
Imperialism Dictatorship Communism

20. MOVIE PERFECT OF BIG IDEAS
A BRIEF HISTORY
Nationalism Democracy Capitalism
Imperialism Dictatorship Communism

21. MOVIEDOES IT MEAN FOR US?
WHAT PERFECT
“Politics” “Economics” “Society”
• Governance • Poverty • Gender
• Security • Markets • Youth
• Human Rights • Environment • Religion
Social
Social Justice Entrepreneurship Social Activism

22. MOVIE PERFECT
SOCIAL INNOVATIONS MODELS
CSR / Double Bottom Base of Pyramid Innovation & Impact
Line
Values-based Cost Re- Technological / Biz
Business Engineering Model Innovation
 Values-based
 Serving the poor through  Promoting large scale change
business, multiple
increasing their income / innovation through
bottom line (impact -
or serving them critical transformative concept,
social and
products in affordable model or business practice
environmental);
way (microfinance, low (telecom, web 2.0, new
corporate social
cost education/health) media, philanthropy, gov’t)
responsibility

23. MEDIA – SALVATION AND OVERDOSE
Old Media New Media  Print – News and
Magazines
 Publishing –
Books/Comics
 Broadcast –
News & General
Social Networks Consumer Electronics
Entertainment
 Online Media –
Social Networks
Blogs, Video,
Music Sharing

24. MEDIA – SALVATION AND OVERDOSE
 Print – News and
Penetration of Online Media Magazines
 Publishing –
Population ~1,270 million
Books/Comics
Literate ~700 million
 Broadcast –
English speaking ~350 million News & General
PC literate ~280 million Entertainment
 Online Media –
Internet Users ~80 million
Social Networks
Social Network Users ~50 million
Blogs, Video,
Broadband availability and cost (not PCs or Music Sharing
English) are constraint to growth of Internet

25. MEDIA – SALVATION AND OVERDOSE

26. THE “SOCIAL CHANGE” MARKET
Art Cafes New Media Online
Activism
Culture Hubs CSR - New Philanthropy Youth Mobilisation Training

27. THE “SOCIAL CHANGE” MARKET
Art Cafes New Media Online
Activism
Culture Hubs CSR - New Philanthropy Youth Mobilisation Training

28. MOVIE PERFECT INNOVATORS
THREE KINDS OF
“The Artist” “The Intellectual” “The Professional”
• Painter • Writer • Business
• Photographer • Scientist • Government
• Musician • Activist • Non-Profit
Inspiration Engagement Empowerment

29. TELL THE TRUTH, TRUST THE PEOPLE
A Model for Open, Issues-based Polling for the People

30. MOVIEIS “POLLING” TODAY?
WHAT PERFECT
• Congress • Apple • Cricket
• BJP • Blackberry • Bollywood
• Third Front • Open Source • QOTD
Exit Polls Market Research Opinion “Polls”

31. PUBLIC OPINION POLLING
Demographic Info Capture Views/Attitudes on Social Issues
Open Results Sharing
Source: What‟s up Bharat Polling Platform (Beta)

32. POLLING + OFFLINE INTEGRATION
 Polling & Communities
New  Unique, open polling interface on
Media social issues – freedom, inclusion,
Platform unity (range of national issues)
Customer Relationship / Engagement
Value Proposition to Customer
 Multimedia – Print and Video
Services Under One Brand  Own production (Comic, Guides)
Online-Offline Integration
 Partner generated (Videos, Articles)
 User submitted (Photo, Video,
Writing) based on polling campaigns
 Arts & Retail
 Art exhibitions and sales
 Performances (music, theatre, dance)
 Retail / affordable art
 Events & Programs
 Event Rental (small NGOs)
Location-
 Workshops / training / forums/ talks
based
 Programs / integrated campaigns
Services
 Café, Library, Media Centre, Live Polls

33. INTEGRATED & SCALABLE MODEL
Online-offline hub/platform and network for change
Network Delhi Lucknow
Youth Partners Artists
Mumbai Kolkata
Physical
Hubs
New Location Patna
Goa
Media - based
Platform Services
Chennai
Integrated Services
National Online
Art Media Programs and Mobile Platform

34. THE MOTIVATED YOUTH OF INDIA
Inspiration – Motivating young, disenfranchised
"The Artist" people to engage in productive dialogue and self
Chetan development by inspiring them through ART.
"The Engagement – Understanding social issues better
Intellectual" and connecting with other like-minded people
Utkarsh through POLLING hub for data analytics and MEDIA
on civic engagement and professional development.
"The Empowerment – Learning skills and gaining access
Professional" to funding, networks, tools, and resources through
Pushkar innovative PROGRAMS with impact based NGOs,
businesses, government and media institutions.

35. MOVIE PERFECT
THANK YOU
CONTACT:
kartik@whatsupbharat.in
+ 91 98710 14879
Jai Bharat Centre, One Hauz Khas Village
New Delhi, 110016
www.whatsupbharat.in