India

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Intelligences

Everybody’s a Winner: How Unidimensional Scaling up as an Entrepreneurial Rite of Passage is Beginning to Be Resisted in India’s Startup Capital

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GITIKA SAKSENA LagomWorks Consulting & SOAS University of London ABHISHEK MOHANTY LagomWorks Consulting & SOAS University of London Taking India's startup capital Bangalore as its field, the paper researches the absence of conventional scale as a potentially positive emic experience for the entrepreneur. The study leverages a mixed methods approach, employing semi-structured interviews with select entrepreneurs, employees, investors, advisors, and staff from startup-incubators, participant observation at both startups and startup-incubators, textual analyses of business literature, semiotics of popular culture as well as auto-ethnographic reflection by the authors themselves on account of having co-founded a company in Bangalore in 2018, therefore establishing their positionality as ‘an-other’ (Sarukkai 1997, 1408), by ‘thick participation’ (Samudra 2008, 667). The authors examine the current assemblages within the startup ecosystem, to demonstrate that even the dominant and conventional notions of scale have...

Intelligences

On AI Natives and the Business of AI

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ASHWINI ASOKAN Mad Street Den Ashwini Asokan is the CEO & Co-Founder of Mad Street Den, a computer vision and artificial intelligence company. The team’s mission is to build models of generalizable intelligence and create meaningful experiences with AI on scale, helping millions of people across the globe to become AI native. Working across US, India, LatAm, Europe, UAE and Japan, the team has been known to build some of the most cutting edge AI tech, while bringing about significant change in how companies think about the future with AI. The company’s first vertical, Vue.ai, helps the retail industry reimagine work and the future of their industry through AI solutions purpose built for them. Ashwini returned to India from Silicon Valley after more than a decade, to bootstrap her startup which she founded with her husband, Anand Chandrasekaran, a neuroscientist. Ashwini has been exploring how artificial intelligence can be brought out of the science and tech labs of the world, applied meaningfully and made accessible...

Intelligences

Breaking the Language Barrier: India, The Digital Revolution and Human Agency

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SHUBHANGI ATHALYE Convo Research & Strategy Pvt. Ltd STUART HENSHALL Convo Research & Strategy Pvt. Ltd PechaKucha Presentation India is pioneering the future of low and illiterate populations and as a result changing the course of AI, human agency and how we empower the next connected billion+. In a country with such a complex linguistic and demographic landscape the challenges are mammoth. However, with the sudden cheap and easy access to the internet, mobile technology is proving to be the vehicle for human agency. It is proving to be the catalyst and throwing up new tools especially for those poorly equipped to adopt. As an ethnographer I’m always struck with how the user behaves, adapts and changes to magical new tools. We go from a sense of wonder to a new form of tech literacy that will quickly surpass what they were ever able to do before. The questions posed are: How can technology reframe intention for lower literate populations? What new tools can be made available for the vernacular language users...

Intelligences

Designing Queer Connection: An Ethnography of Dating App Production in Urban India

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VISHNUPRIYA DAS University of Michigan India is currently at the precipice of immense social and technological change. The proliferation of smartphones and growth of the nation's app economy raise questions about how digital platforms might influence the contours of love, sex, and desire in the region in the coming decades. This paper engages with these concerns by examining what it means to design intimate connection for LGBTQ communities in non-western spaces. Drawing on fieldnotes, app walkthroughs, interviews with mid-level and upper-level professionals in the dating app space as well as audiovisual material from advertising archives, this paper provides readers with a critical analysis of the “problem” of designing queer connection in a digital world of abundant data and transient identities. Carefully examining the production practices of Delta, India's first locally produced LGBTQ dating app I argue that there is a pressing need for scholarship on industry dynamics beyond western technology centers....

Perspectives

New Forms of Literacy are Expanding Digital Expression

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screenshot of YouTube cooking video "Housewife ka simple routine II Indian youtuber Ravina II"
by STUART HENSHALL, Convo Some time ago I watched an older Indian woman using Google Assistant to access recipes. She expressed how thrilled she was: her family would be eating new meals and they would appreciate her more. As I looked more closely, it was obvious the cooking instruction video (in Hindi) contained no text. (Makes sense, she doesn’t need it.) There are probably millions of recipes like this, many of them not professionally produced. In time, this woman herself may even become a creator of recipes and videos, despite not being able to write. She bypasses text for entertainment and learning, bringing her great joy and a new sense of independence. This is a significant change: previously, sharing recipes across time and space required writing, and less literate users avoided doing anything much more with their phones than calling. Now, voice and video technology is catalyzing new forms of engagement with a wider world. More recently, I was watching a group of TikTok creators talk about TikTok, a social media video...

Intelligences

Indian Classical Dance: The Foundational Element in My Practice of Ethnography

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VYJAYANTHI VADREVU Rasa.nyc PechaKucha Presentation Do we really understand how we became practitioners of ethnography? In this talk, I go through a re-discovery of the links between my lifelong training in Indian classical dance and the elements this has instilled in my current practice of ethnography. In dance, we are trained to keenly observe every physical and emotional nuance of an item. Furthermore, we are taught symbolism and theory to deepen our interpretation of dance. This dance foundation has shaped my connection to every aspect of ethnography: from practice to analysis to presentation. Vyjayanthi Vadrevu is the founding ethnographer/strategist of Rasa.nyc. She leads research on projects ranging from social impact design to corporate technology innovation. Vyjayanthi is a trained Bharatantyam and Odissi dancer and uses movement and choreography to connect to the deepest parts of the human experience. vyjayanthi@rasa.nyc 2017 EPIC Proceedings, ISSN 1559-8918, epicpeople.org/intelligences  ...

Intelligences

Everyday Life in Tamil Nadu, India and Its Cost to “Free Basics”

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SHRIRAM VENKATRAMAN University College London NIMMI RANGASWAMY Xerox Research Centre, India This paper explores how the ‘Free Basics’ initiative in India got transformed into a national debate on ‘net neutrality’ principle and finally led to it being banned in India. Further, this paper will also use ethnographic data to analyse how this ‘controversial’ initiative was debated, the claims it made and the actual ground level reality in the state of Tamil Nadu....

Intelligences

#GoingEthno in the Indian Bureaucracy

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AAKASH SOLANKI International Innovation Corps (IIC) at the University of Chicago SARVESH TEWARI International Innovation Corps (IIC) at the University of Chicago Case Study—Based on experience of working in the Department of School Education, Government of Haryana on a Management Information System being built to reduce administrative workload on teachers and bureaucrats, this case study describes how ethnography was used to understand and address the problem of technology adoption in a large bureaucracy. Ethnography helped the Department in framing the problem of adoption as one of lack of adequate Digital Literacy within the organization and in developing strategies to address it. Digital Literacy workshops were conducted to improve broader Digital Literacies in the Department, which improved literacy levels by 48%. For ensuring sustainability of this initiative, the Department instituted a continuous Digital Literacy program, which will support the adoption of multiple technology projects in the future. Keywords: Management...

Intelligences

Critical Jugaad

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DEEPA BUTOLIYA Carnegie Mellon University Download PDF PechaKucha—This Inquiry explains how people use ingenious making practices like Jugaad as a tool for existence, subversion and criticality against colonial powers of oppression. Jugaad like practices form cultural binders and empower people to find a collective force to fight oppression while practicing creative self-expression. This practice is a nonviolent critique that provokes and questions the technoutopian imaginaries in future of such practices. Criticality is manifested through critique and criticism of the social, cultural, economic and political issues engulfing a nation, through ingenious sociomaterial practices. This research inquiry is about tapping into potential of such sociomaterial practices and the epistemology of the critical practices that happen outside the preconceived assumptions of criticality. Being critical about the functioning of states and industry is not bound by a niche design practice but a democratic right of every individual. Keywords: Jugaad,...

Intelligences

‘It’s Not Just about the Patient’: A ‘360° Feedback’ Ethnography of Chronic Care Knowledge Generation

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JYOTIRMAYA MAHAPATRA Xerox Research Centre India, Bengaluru NIMMI RANGASWAMY Xerox Research Centre India, Bengaluru SAJAL NAGWANSHI Xerox Research Centre India, Bengaluru The paper attempts to offer a method to consistently monitor and capture a data eco-system in the everyday of a patient-caregiver relationship. We offer an account of the capture and intermeshing of different types and quality of data sources and their gainful deflection into a methodological protocol for ethnographic engagements. We call this the ‘360° feedback’ ethnography and elaborate its underlying methodological process in this paper. Building on the live feedback obtained from various stakeholder activities in a care ecosystem, we propose how a 360° feedback can enrich regenerative knowledge....

Perspectives

“Hey, the water cooler sent you a joke!”: ‘Smart’, Pervasive and Persuasive Ethnography

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by NIMMI RANGASWAMY, SAURABH SRIVASTAVA, TEJASVIN SRINIVASAN & PRIYANKA SHARMA (Xerox Research Centre, Bengaluru, India) Article 6 in the series Data, Design and Civics: Ethnographic Perspectives How must we conjure up smart spaces? ‘Smart city’ has become an over-indulged urban metaphor, whipping up an apparition of dispersed, highly networked and interconnected socio-economic, infrastructural and communication nodes. The smart city narrative seems to dwell on the idea of cites as ‘receptacles for technology’—and qualitative transformations are brought about by the application of technologies. Even after decades of research to the contrary, we still tell ourselves stories about the inevitable march of technology and its deterministic effect on culture and behavior. But aren’t cities also places that give birth to technologies? As researchers we are drawn to the miraculous nature of technology to sense, track and quantify not only human use of infrastructure but also the human ‘self’. We are working to...

Intelligences

‘Global Events Local Impacts’: India’s Rural Emerging Markets

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NIMMI RANGASWAMY and KENTARO TOYAMA The paper attempts to analyse rapidly changing rural Indian socio-economic landscapes from a recent empirical study of rural PC kiosks. Rural contexts in India are essentially composite and digitally immature communication ecologies. Some of the questions we wanted to answer were as follows: How do computing technologies find their way into a rural community? Who are the people driving this technology? How technology is being received by the community? Breaking away from a committed long-term participatory ethnography in a bounded field, we consider an array of wider contexts and a repertoire of methods available for qualitative research to study societies in transition....

Intelligences

Skillful Strategy, Artful Navigation & Necessary Wrangling

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SUZANNE L. THOMAS and TONY SALVADOR This paper addresses three main issues: the fixation on the individual in corporate research, the emic need to privilege and represent relationships driving the political and cultural economic lived experience and the pressing need to find useful, effective ways engage corporate structures that otherwise are impervious to “views of the collective”. That is, we argue for a reframing of ethnographic work in industry (in some instances) from that of the individual to that of sufficiently contextually complete relationships people have with other people and institutions, especially when working with “emerging markets.” We rely on data and sources from comparative ethnographic work over time in several countries to identify what we need to study and to suggest new, more powerful directions for our research. We also suggest implications for how to navigate within corporate structures in order to liberate ourselves and our work....

Intelligences

Accelerating Collaboration with Social Tools

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ALEXANDRA MACK and DINA MEHTA As more and more corporate ethnographic work is crossing international borders, we are increasingly collaborating with teams that are spread across the globe. As a result, we need tools that enable us to work across boundaries. Since early 2004, the authors have been collaborating on a research project developed by an American company seeking to develop solutions specific to the Indian market. One of us, an Indian sociologist, led a team of ethnographers in India, while the other, an American anthropologist, managed research and analysis for concept development in the US. While all of the US-based team members spent time in the field in India during the project, integrating the teams into the same “brainspace” was a challenge. This paper describes how we used social tools to enable each set of team members to understand the work being done on the other side of the world....

Intelligences

The “Consumption Junction” of ICT in Emerging Markets: An Ethnography of Middlemen

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ELISA OREGLIA and KATHI KITNER In rural China and India, a fragmented commercial distribution system and the lack of online shopping can significantly limit the range of consumer choice. In this paper, we look at the role that mobile phone shopkeepers—the middlemen—play in influencing what users can and will buy, but also in training them in using and understanding technology....