Google’s successful urban initiatives like providing free
wi-fi at railway stations have taken the country by surprise. Now, they are all
set to take on the rural sectors where there are very few options for the
internet access due to lesser connectivity and the literacy rate. Under a
scheme that has recently launched called Internet Saathi, the company is
actively engaging rural women in the country enabling them to provide internet
services to villages.
Google, in collaboration with Tata Trust is providing
bicycles, tablets and mobile devices, along with training materials to women to
become internet pros or Internet saathis (masters). The mission of this
initiative is to teach the rural population in the country, all about the
internet and its uses, helping them with web-based information apart from
providing training to other women in the village to make them e-literate.
“The programme is
not only aiding women access information and services but is also empowering
them socially and economically,” Ganesh Neelam, head of innovation at
Tata Trust said.
Google currently during the initial stages is paying them Rs
1000 per month as incentives.
“These women can
also charge something from the villagers to whom she is providing the required
information. They become the agents of change in rural India,” Sapna
Chadha, head of marketing at Google India said here. The initiative has already
been rolled out in 9 different states in India and around 500 women are being made
a part of this programme every week.
Since, India is diverse in terms of culture and languages,
it is important to provide the learning material that adheres to the local
community’s comfort. Hence, Google is providing the requisite material in
vernacular and is also engaging with other companies to develop content in
local language. As per Google officials, while this drive will help rural India
adapt to the world of information and technology, the company will benefit if
internet usage increases.
“There is a lot
of potential in the rural areas. If internet usage increases, it will
indirectly help us widen our advertisement revenue”, an official in
the company said. The Internet Saathi initiative is a part of Google’s Helping
Women Get Online campaign which is aimed to generate awareness about the
benefits of internet usage among women in rural India.