It was a simple, game-changing ‘Chai pe Charcha’ that catapulted Narendra Modi to national fame. In the run up to the 2014 Lok Sabha polls, Modi had addressed a series of ‘Chai pe Charcha’ (connect with the electorate over a cup of tea) programmes that received tremendous response. Even US President Barrack Obama was charmed by PM Modi serving up the brew from a silver teapot on the lawns of Hyderabad House when he came visiting.
However, the state government’s expensive proposition of connecting with the rural populace by launching a ‘Modi chai’ may have hit the wrong note. With Rs 25 for a cuppa that is sold at ‘Cyber Kitley’ joints, the government has clearly overestimated the purchasing power of India’s rural population — 21.50 per cent of Gujarat’s population lives below the poverty line. They earn less than Rs 32 per day that is considered the new poverty line.
Cyber Kitley is the brainchild of Bhargavi Dave, the then director of District Rural Development Agency in Sabarkantha district. Dave had introduced ‘kadak ane kam shakkar - Modi chai’ in the menu of India’s first village cyber café — Cyber Kitley. The kitleys will be run under the government’s Sakhi Mandal Scheme to satisfy the needs of urban and rural needy women.
On February 17, this year, Chief Minister Anandi Patel inaugurated the country’s first Cyber Kitley at Aatar Sumba in Sabarkantha district.
Dave who is presently Ahmedabad DDO said, “Modi rose to become a prime minister from being a simple chai boy. Keeping his journey in mind, we have kept Modi chai in the menu to inspire and motivate villagers. The idea is to encourage socio-economic and cultural discussion by sitting together over a cup of tea and develop local leaders out of the youths.”
The flavour of the tea will be strong with less sugar. The tea leaves will be boiled more to create a strong flavour like the personality of Modi, she said.
Expensive proposition
Though the idea seems novel, Modi tea is expensive for the rural youth. At Rs 25 a cup, it is three times the price of chai sold by a roadside chaiwallah. Moreover, students who frequent the Cyber Kitley find no difference in its taste, so why should spend more.
Then there is Vibrant Tea that costs Rs 20 and regular masala chai that costs Rs 15. A student has to pay Rs 5 as entry fee and Rs 30 for an hour of surfing. Add to it a cup of Modi Chai and the student has to shell out Rs 70 in one go, way expensive for a rural youth.
Mirror asked a few students who frequent the cyber kitley for studying or surfing the internet. “I had Modi Chai once, but it seemed like any ordinary tea. I wanted to taste the tea as it is named after Modi. But it is costly,” said Rahul Prajapati, a student.
A class 11 student, Vishnu Vora, who goes to the cyber kitley thrice a week with friends to read storybooks kept there said, “I have tasted Modi chai from my friend’s cup but haven’t bought it as it is too expensive for me.”
Vora’s father who is a farmer supports a family of six with a monthly income of Rs 6,000.
Dave, however, believes that as it is at an early stage of development it will take time to gain popularity.
“Economic capacity of villagers has increased so they can afford to buy tea at this rate. Those who can’t buy it can order cheaper tea,” she said.
Women from Sakhi Mandal are given training in serving and preparing beverages and foods like they do in cafes.
More in the offing
After Aatar Sumba, two more cyber kitley have been opened in Sabarkantha district — at Medhasana village in Modasa block and Aakodra village in Himatnagar block.
Within two months, Ahmedabad district will also get its first Cyber Kitley at Lilapur village in Daskroi taluka with a population of around 1,200 people which has been adopted by the chief minister. Not only that, state health minister Shankar Chaudhary is also planning to start one in his adopted village Katav in Banaskantha.
Box
Village Cafeteria
Cyber Kitley is a unique village cafeteria for youths to use internet facility at Rs 30 per hour along with an entry fee of Rs 5. Students are also allowed to read till midnight along with snacks and beverages for a price.
“We have also designed a library along with the cafeteria. So, students along with reading can order food cooked by women from Sakhi Mandal Yojana. The design is based on the lines of CCD in cities,” said Dave.
A private bank has taken up the responsibility of designing the interiors of the centres. “The centre has been painted in yellow and orange that represent motivation and boost energy. The same colours and design will be replicated at all the centres,” the DDO said.
No comments :
Post a Comment