The Telegraph
Thursday , May 3 , 2012
Since 1st March, 1999
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IIM’s rural success stories

Location: a nondescript village on the outskirts of Ranchi

Cast: a rural entrepreneur who has made it big

Director: a marketing teacher

Producer: IIM-Ranchi

The capital’s premier biz cradle IIM-Ranchi is ready to tread to the rural hinterlands again for shooting the second episode of Barefoot Managers — a collection of small films that celebrate the success of small farmers in Jharkhand and neighbouring Bihar.

The business cradle, which finished shooting the first of its episodes some days ago, will start the shooting of the second bit on Thursday, with the focus, as earlier, being on case studies of farmers and other rural entrepreneurs who had become rich by using shrewd marketing strategies.

“The project will be 10 episode long and we will start shooting for the second part on Thursday. The location will be a small hamlet in capital,” said IIM-Ranchi director M.J. Xavier.

Vijay Prakash Anand, the institute’s teacher of marketing — who also happens to have a knack for filmmaking — will direct all the episodes, that are likely to cost the cradle Rs 10-12 lakh.

“In our first episode we have basically focussed on the case studies of four individuals who got rich. Once, the shooting is completed, they will be aired before select target groups in the village,” Xavier said.

Though, filmed in Hindi, IIM-Ranchi plans to dub the films later in four-five languages, which would include Bhojpuri and Nagpuri.

The idea of the films, Xavier said, was to link the successful entrepreneurs with financial institutions like Nabard (National Bank for Agricultural and Rural Development) that would help the villagers get micro-finance and loans for their projects.

“We expect to wind up shooting of all the episodes by May this year with the films then being screened before the villagers from June-July. It will take around a month for mixing and editing the raw matter,” the IIM director said.

The IIM students would also conduct research, to decode their success mantra, while they are among the villagers.