Without the cane of charity----the Battle for

Astitva
Introduction:
The idea is to use art as a source of inspiration, independence, inclusion and
most importantly as a source of income.

Business Model (Non Profit):

Bank account of
students
(60%)

Phase 1
Schools/
College
StudentsC
differently
-abled

Identifying
art
(Mallakhamb
aMusic,
Dance,

Phase 2

Corporate
s

Performanc
e
(Revenue)

Tying up
with NGOs
(ex: CRY)

Training them
with help of
professionals

Astitva:
Performance solely
by the students

Retained by the
organization and
invested back
(40%)

Collaborating
with other
talented
students
Capacity
Building and
motivating
others

Description:
Phase 1
Identifying the art: The idea is to collaborate with many disabled schools and
centres and identify means in which the talent of these exceptionally gifted
students can be brought out.
Promoting the art: When we talk of social marketing the approach is to sell our
beliefs and vision. The intention here would be to promote the art that the
students possess. This includes going to schools, colleges and corporates at the
initial level.
Revenue generated: It is a model for the children and about 60% of the money
goes in directly into their bank accounts. The 40% of money that remains with
the organization will be used to meet administrative expenses and will be used
for Phase 2.

Phase 2:
Training with professionals: To be able to perform regularly the students need
to innovate regularly which can be done with proper training in whichever art
they are good at. This requires collaboration with trainers for the specified art.
Capacity Building: For the model to be sustainable you cannot be dependent
only on the resources you have today. For this training will be provided to
students in their schools.
Collaboration with others: There are many other disability centres in Mumbai
and in India which do motivate students to showcase their art. A patch up of
these groups will mean lot more performances; lot more talent and possibly an
event wherein performances related only to these students can be organized.

The Complete Event: ASTITVA

Astitva, a distant dream today may become the reality of tomorrow. The idea
that begins from one of a kind performance at events may ultimately lead to an
event where all the performances are by these extremely talented students,
displaying talent in their respective art forms.

Marketing:
Social marketing in essence means influencing behaviours
individuals and communities for the greater social good.

that

benefit

Phase 1: This involves using a door-to-door approach wherein we need to go

and talk about the talent that the students have and how their performances can
be introduced in the scheme of things. The prime targets here will be introducing
the concept to schools, colleges, corporates, NGOs.

Phase 2 : Having established credibility with quality performances, the

marketing approach would be to organize Astitva, an event organized by the
differently abled students. Following can be ways to promote the same.
a) Using the established network
b) Using the celebrity touch
c) Brand Ambassador

Social Media: Social media can be a very important way to reach out to a lot
more people. The campaigns through social media can be cost effective and can
be used during both the phases.
a) Facebook/Twitter campaign
b) You Tube Channel
c) Website

The Financial Aspect:

To put exact numbers to the number of performances and the revenues
generated from such performances would be a rather futile effort. So for the
initial part, we can think of 10 performances with an average of about 20000/per performance .

Revenues
Generated
Performance in
phase 1

200000

Stude
nts
12000
0

Retained
by
organizat
ion

Revenue/stu
dent (10
students)

80000

12000

In the next phase when we are talking of organizing the event at a bigger stage
with close to 45 students, with such publicity, in halls with capacity of close to
500 people you can expect revenues of about 2,50,000/- considering an average
of Rs 500/ticket.

Events

Revenues
Generated
150000

Studen
ts
90000

Retained
by
organizati
on
600000

Revenue/stud
ent
(45 student)
20000

(6 in an year)

Let us now try to understand as to how the figures look like after a period of 5
years

Revenue/Student
Year
Year
Year
Year
Year

1
2
3
4
5

12000
20000
20000
20000
20000

Amount
for
interest
0
12000
32960
52960
72960

Interest
(8%)
0
960
2636.8
4236.8
5836.8

Total at end
of year
12000
32960
55596.8
77196.8
98796.8

The amount at the end of 5 years is approximately 1,00,000/- student.

All these expenses and revenues are calculated by using a very conservative
approach.

The Bigger Picture

Inclusion and Independence
Every social debate that takes place today talks of the ways in which we have
left behind a few sections of society. While we all think of such people we hardly
get any chance to contribute. What we do at the maximum is make some
charitable contributions and feel proud about it. But is it something that these
people really want. If we were to help them in any way, it will be to help them in
a way through which they can live their own lives without necessarily having to
dependent on anyone in general. The whole plan should just not be looked in
terms of the numbers that are generated at the end. It gives a signal to the
under-privileged sections of the society that they can establish their own identity
if they are good at anything without having to depend on the so-called cane of
charity.

Promoting cultural heritage:

Everyone today sees art as a source of entertainment. In todays day an age
when we as youngsters are only engrossed in books, here is a way where we
send a message as to how art in any form can be a source of living. It is not
every-day that we see performances which include Mallakhamba, kids playing

musical instruments like tabla, sitar and so on, dance-drama etc. By this we
promote these dying art forms in our increasingly west obsessive society.

Finally I would like to conclude by saying that.

It is the great implementation of a simple idea that has

saved and enriched lives worldwide.