Written by: gfesadmin on March 11, 2013

The Rebel Sell proved to be a fascinating read this past week. It seems that this capitalist society will consume anything thrown on its plate and create a demand – supply cycle to satiate itself.  As I pondered over the idea of “Rebel Sell” andits implications for India, particularly the rural part of the country, it served as a foresight into potential consumer patterns and behaviors that are soon to emerge given the influence that capitalism is already having upon these folks. With an increase in their purchasing power, retailers are creating a demand in the rural market through the introduction of FCMG’s. The FCMG industry already predicts and envisions a steep growth in India.   RTT News article states:

“FMCG sector in rural areas is expected to grow by 40 per cent compared to 25 per cent in urban areas. Rising rural incomes, healthy agricultural growth, boost in demand, rising consumerism across India, better penetration of FMCG products in the rural market are contributing to high growth and rapid expansion of the FMCG industry in rural India.”

The venom is already injected in to the system.  It is only a matter of time before the poison begins to work its way affecting social, economic, physical and emotional aspects of these rural communities. The natural question is:what will serve as an antidote? But if anti-capitalist approaches to create a counter culture have in fact failed to neutralize consumerism, the real question for rural India is: if there is an alternate choice at all?

On March 8^th, in celebration of International Women’s Day IGL provided micro-loans to over 100 women to start micro-businesses to augment their family’s income and thereby contribute to the village’s economy.  These women are encouraged to first turn their homes into production houses based on their current resources, skills and interests to meet their own needs and secondly to set up micro-businesses based on village needs.  Some manufacture detergents, candles, and pickles while others set up their own small diary units.   Those that are skilled buy sewing machines and make clothes.   Others use the micro – credit loans to set up a range of smaller businesses within the village or for agricultural purposes.   This creates an ethos of care and concern where everyone wins.   Most importantly it creates and enhances community living as opposed to competitive survival.

The loans are not a dole out but are provided under strict guidance and with a lot of training on financial literacy.  In addition the women are helped with developing simple business plans that will help in the development and repayment process.  Having been equipped on thrift and credit and instilling a work ethic in them that enhances production, growth and economic development, these women do attain purchasing power that once was out of their reach.   The question to reckon with at this juncture is not if these women will withstand the pressure to succumb to the FMCG products but how and what will they choose.  How will they prioritize?

The options before them are now to either be sucked into the system or assess their situation with the knowledge gained and learn to consume responsibly.  It is amazing to see how many of these women have deliberately made financial choices to abstain from being satiated by instant purchases of FMCG’s.  But have instead invested in their health, education, food and community development efforts.

All this is not just good training and strategy, it isn’t simply giving the women an alternate choice, it isn’t even about creating a counter culture nor is it about developing parallel systems and policies.  In my experience, it is about worldview changes (brought on by sharing the good news) helping them see their eternal value and the value they add to community life.  

Working with an ethic (in this case a protestant work ethic) now as opposed to none in the past, and consuming responsibly, they learn to live a contented life.  That in essence, I have come to believe, is the answer for rural India.  Where anti-capitalist campaigns have failed, a life of contentment, as Christian behavior/discipline can prove to be the best solution to counter the irrational consumer culture.   

About the Author

gfesadmin