Bringing the community closer is what Solai Adaikalavan’s website on the Nagarathars is hoping to do. Savitha Gautam.
They are known for their sharp business acumen and clan loyalty. For over 150 years, the Nagarathars (better known as Chettiars) of Tamil Nadu have made an amazing contribution to the world of trade and commerce. Often hailed as the pioneers of organised banking in the country and credited with introducing of double-entry bookkeeping (debit and credit), this small community was, and continues to be, a close-knit one.
The rise of the Nagarathars began in the early 1900s when men armed with just courage and determination followed jungle trails in South and Southeast Asia to set up businesses in these virgin areas. Today, their business philosophy is visible across the globe.
But, over the past few decades, the community seems to be slowly losing its stranglehold over the entrepreneurial world. Some attribute it to traumatic post-Independence experiences, while others feel this is due to today’s general economic environment. Whatever the reason, many youngsters are now opting for safe jobs (especially IT) or similar safe-agency businesses. According to statistics, over 80 per cent of today’s Chettiar graduates, both men and women, are employed in the IT industry.
This set Solai Adaikalavan thinking. The Chennai-born Sydney-based second-generation Chettiar spoke to several people from her community. “I felt there was a shift in the attitudes of young Chettiar men and women towards their history.” In 2013, an International Business Conference of Nagarathars, a first-of-its-kind event, was organised by the Nagarathar Association, Singapore. “That was when an idea about setting up a website germinated,” says Adaikalavan.
With help from family and friends, she launched www.nagaratharbusinessgroup.com on November 23, 2013, in Singapore. “There’s a multi-pronged approach to the way the site is designed. Using technology, the site hopes to rope in able, experienced elders who can guide the young entrepreneurs on various biz mantras. Besides, the digital communication platform will serve as link to the Nagarathar groups, speaking their language and transcending geographical boundaries.”
Armed with a Masters in IT, Adaikalavan envisaged a one-of-its-kind online initiative that would have a two-pronged approach in bringing the community closer — communicate and be a catalyst in bringing back the glory Chettiars enjoyed as entrepreneurs.
How different is this site compared to other community sites? “It has a specific purpose. Members can get advice from people within the community, advertise their business, upload articles or voice their thoughts. There’s a heritage link aimed at educating Gen Next about our culture and tradition.” And the target visitor? “It is for both people already in business willing to share their expertise and those passionate about business but in need of some guidance.”
The website now has about 300 members. “The community is rather conservative,” says Solai. “So people register but seem reluctant to use the site.”
The website, designed by her friend Arathi Lawrence, has many interesting features to look out for. To mention a few:
Mentor forum: Here, experienced and knowledgeable elders of the community can guide a greenhorn in the nitty-gritty of business management.
Business Directory: A detailed list of all the members and their business interests, so that members can make enquiries or get other information.
Nagarathar Heritage: This section is an archive of contributions made by the members. It highlights the cultural ethos of the Nagarathars and its uniqueness to a younger generation.
Chat: Members can have online chats and establish contact.
Mobile App: Soon-to-be-launched app will help the tech-savvy keep in touch on the go.
Will it serve the purpose? Only time will tell.
source: http://www.thehindu.com / The Hindu / Home> Features> Magazine / by Savitha Gautam / December 27th, 2014