For over two decades, Srinivasan Services Trust (SST), the social arm of Sundaram-Clayton Limited and TVS Motor Company, has been a catalyst of transformational change in the age-old attitude of rural communities across India.
Commemorating 25 years of its journey, Srinivasan Services Trust (SST), the social arm of Sundaram-Clayton Limited and TVS Motor Company, released the book – ‘A Silent Revolution – The Journey of the Srinivasan Services Trust’. Published by HarperCollins India, the book is authored by Snigdha Parupudi, who has crafted an empathetic narrative around rural communities who have completely transformed their lives to become self-sufficient and empowered. The book was unveiled by Thiru M.K. Stalin, Hon’ble Chief Minister, Tamil Nadu. The first book was presented to Thiru M.K. Stalin, Hon’ble Chief Minister, Tamil Nadu by Venu Srinivasan.
With Rusen Kumar, editor, India CSR; Snigdha Parupudi shared her journey and experience on how she crafted her first book on CSR and Social Development. Excerpts of an interview:
Can you briefly elaborate on what made you keen to work with the social sector?
I think like a lot of young people, I was quite idealistic out of college—I wanted to help people, I wanted to change the world. My first job was working in a homeless shelter, I lived and worked within the facility. I think there was a curiosity and sense of optimism that initially made me interested in developmental work and drew me to the social sector.
What inspired you to write ‘A Silent Revolution- The Journey of the Srinivasan Services Trust’?
Though I was of course aware of TVS Motor, I hadn’t heard specifically of its social arm, SST. And that I believe is by design—the organisation works very quietly. After learning more about the work being done by this Trust—so much of it so deceptively simple, yet powerful—I strongly felt that more people should know more about this organisation. As I spent time with the staff and communities involved in SST’s work, I was quite moved by the power of the work being done by the Trust. It has been a real privilege to spend time with SST’s staff and the communities they work with. There’s an old-world sincerity that I associate with TVS that runs through SST as well. What they have accomplished in such a quiet, understated manner is nothing short of revolutionary. Today, more than ever, I believe the world needs to hear these stories of hope and possibility.
Briefly explain what the book is about.
This book tells the remarkable story of the social arm of the TVS Motor Company, the Srinivasan Services Trust. It explores how the organisation has helped empower and transform thousands of rural communities all over the country over the past twenty-five years.
The book traces the journey of SST and how it has evolved into an organisation that approaches rural development in a radically different way. SST partners with communities across five Indian states and works with a team of over 400 who live within the communities that they serve. Through years of learning, SST has discovered a unique model of community development that creates real, dynamic, replicable change.
The book takes the reader through the organisation’s work told through the voices of community members and SST’s field staff. It traces the organisation’s early years, how the organisation has evolved and the unique approach the Trust brings to rural development by using quality management techniques. The book also explores the philosophy of TVS Motor, its founders, and how the spirit of service has driven their work.
What does the title of the book mean?
This book tells the story of the silent revolution that has transformed endless rural communities all over the country. It is a revolution in which thousands of men and women living in some of India’s most impoverished communities, partnering with SST, have found the strength within themselves to turn their lives around. On the ground, in these villages, this means clean water, better infrastructure, improved school enrolment, better sanitation. At the same time, attitudes within these communities have also changed. It’s a revolution that has silently been unfolding, hence the title—A Silent Revolution.
How has Mr. Venu Srinivasan’s vision helped you to shape up the book?
Mr. Srinivasan has been very generous with his time and in many ways, his enthusiasm for the work that SST does is infectious. It’s not every day that one gets to meet someone who has such drive; not just a desire to help people but someone who has put in the time and resources and passion to build up such an organisation. I met so many people within remote rural communities who have a deep, personal connection with Mr. Srinivasan, born out of years of interaction and concern. Mr. Srinivasan wanted this story to be told through the lives of the people this organisation has touched. He would always insist that it was the people in the communities who deserve praise for improving their lives, not SST. I’m honoured to have been allowed to tell the story of SST and hope that the book captures this vision.
Which beneficiary or success story inspired you the most?
It’s hard to pinpoint just one. I met so many women in rural communities who had studied very little or who had never been to school but were determined that their daughters should be well educated. Many of the women who are now part of SST’s Self-Help Groups have overcome a lot of personal hardships, faced domestic abuse, experienced poverty firsthand—they have gone without food to educate their families. These were women who for so long had no voice but through their groups were able to earn money, save, help their families and their entire communities. I met women who told me how powerful it felt to sit in a chair for the first time, others who shared what it was like to travel outside their villages alone, what it meant to have their bank account, to slowly build up the confidence to visit a bank alone. All their stories were inspiring.
What was the timeline (i.e., duration) for authoring this book?
I began working full-time on this book in February 2017. It involved extensive interviews and travel which I enjoyed. Telling the story of an organisation that involves many people of course meant a lot of revision, rewrites. In total, it took three years for this book to be completed.
How did the SST team support you in developing the content for the book?
The SST team’s contribution to this book was invaluable, the book could not have been written without their support. So many staff members spent so much time with me, providing information and insights into their work. Most of the team have spent their entire careers working and learning with the communities they serve and hence each of them contains a wealth of knowledge. I found many of the staff members had overcome difficulties in their own lives, had difficult childhoods themselves. I have included a chapter on their experiences, in their own words— “Remaking the World, Remaking Ourselves”.
What was your learning experience while working with the SST team and communities to understand their efforts?
In the course of writing this book and meeting the people who make up SST, I was moved by the power and simplicity of the work being done. At the same time, I was aware of the inadequacy of words to capture the essence of the work. I struggled and wondered if I would ever be able to do justice to this story of change if I could ever capture the strength and dignity of the people involved. In the years that I have spent with the SST story, I find myself unable to return to the person that I was before. I have heard these stories and they have changed what I thought was possible in this world. I am more hopeful about the positive impact that meaningful CSR programs can make in this country.
Can you share some insightful/ unique/ memorable conversations that you had with the communities?
Because SST works with entire communities, I was able to peer into the ecosphere of rural life. I was able to spend time with students, teachers, farmers, mothers and local officials. Each person had an interesting story of how their own lives had changed and what they had learned through working with SST. It’s a wonderful thing to ask different people, ‘how has your life changed over the years?’ and to sit back and listen to the incredible scope of things that have improved. Two decades ago, many of these communities had no electricity, no running water, no access roads.
One conversation that stood out for me was spending time with farmers who were slowly changing over to organic methods. It was eye-opening to learn of their lives and the struggles they had faced over the years. I met farmers whose arms were still deeply scarred from years of handling toxic pesticides. I am ashamed to admit, I had only thought of organic food as something good for one’s health and the soil. I had not thought of the impact of these chemicals on the health of the people who grow our food. For me, this was one of many, insightful conversations that stayed with me.
What are your plans? Are you working on any new book or are you planning to work on any, in the future?
I’m a big believer in serendipity and not much of a planner. Hopefully, the future involves more writing about the social sector.
About Snigdha Parupudi
Ms. Snigdha Parupudi grew up in western Canada and Southern India. She is a gold medalist from Madras University and has experience working in the social sector. She is interested in issues of inequality, displacement and urban life, especially their effect on women. Her work has been published in Parabola, National Geographic Traveller, Open Magazine, and various leading dailies. Snigdha lives in Chennai with her husband and two cats.
Srinivasan Services Trust
Srinivasan Services Trust (SST), a non-profit, non-governmental organisation promoted by Sundaram-Clayton Ltd. and TVS Motor Company Ltd., has been carrying out rural development activities since 1996. SST is working in thousands of villages spread over in five States of Tamil Nadu, Karnataka, Andhra Pradesh, Himachal Pradesh and Maharashtra. SST’s holistic approach focuses on critical areas of Economic Development, Health, Education, Infrastructure, Environment and Social and Cultural Development in the villages.
