From Deep Democracy exercises to a ‘soft shoe shuffle’ activity, Women on Wings marketing innovation expert Irene Koel shares her experience collaborating with Grameena Vikas Kendram (GVK). This article first appeared on LinkedIn.
In the past year, as an expert for Women on Wings, I have had the opportunity to collaborate with Grameena Vikas Kendram, or GVK for short. This remarkable organization supports farmers in India in their transition to regenerative agriculture.
In doing so, they build new, circular value chains in which not only the land grows, but especially the people. Marginalized farmers, often women, are at the heart of this. They harvest crops like oranges and cotton, but above all, a hopeful future.
GVK team pouring over ideas
GVK combines farming wisdom with smart innovations
The founder, Aneel Kumar, once studied in Wageningen here in the Netherlands and got to know the global stage working for large corporates. But he returned to his birthplace, Andhra Pradesh, determined to structurally improve the lives of farmers. Today, GVK has a team of around 200 people and supports more than 31,463 farming families.
Every agri-entrepreneur gets a small orange orchard. The fruits that fall from the trees before harvest, once waste, are now processed into hesperidin, a valuable substance for the pharmaceutical and cosmetic industries. A new earning model was born.
For their organic cotton, they found a wonderful partner: Hugo Boss, who turns it into sustainable clothing.
Those who know me, know this: my creative innovation heart leaps at such organizations. And when I get the chance to contribute to moving such an organization forward, I gladly jump on board.
After our preparatory online sessions, the moment finally arrived: I travelled to India to work onsite with the team on GVK’s identity.
We focused on areas like: What makes GVK truly GVK? How do you pass that on, so it remains authentic in every fiber of the organization?
The GVK team in discussions to get to strategic decision making
The importance of listening to all voices
Fortunately, we had already done quite a bit of homework during the online sessions. Together, we dove into an intensive two-day creative and strategic process. Thanks to our use of Deep Democracy techniques, every voice was heard – essential in such a diverse group, including ‘the big boss.’
During a ‘soft shoe shuffle’ activity, an interactive conversation while standing, everyone gave open and honest input. That evening, I translated it all into a clear positioning, a fiery manifesto and a description of the GVK mindset in values.
Everything revolved around the key word: regenerative. Not only in agriculture, but also in collaboration, thinking, feeling and living. With one more ‘soft shoe shuffle,’ it became a shared decision.
A group of farmers involved with a GVK project welcome Irene to their village
Field visit and meaningful connection
I also had the chance to visit a project in the field. A group of women welcomed me with open arms and proudly showed their land.
At first, they wanted me to sit on a chair while they sat on the ground. No, of course not – sitting together on the ground makes for a much better conversation.
It was moving and heartwarming to witness in real life what Women on Wings has been striving for all these years: co-creating meaningful jobs for women in rural areas. (We’re nearing 400,000 jobs!)
A farmer shares with Irene about GVK’s organic cotton
Reciprocity and perspectives
During our check-out conversation, the team thankfully said they had learned a lot, achieved much, laughed and enjoyed themselves. They said they love my Dutch directness but say it can be a bit scary. That we can talk about it is very enriching.
Working in India, out of my Dutch bubble, helps me to see things from a different perspective. Not only do I bring expertise, I learn just as much from being with them and also their feedback.
And then came the most beautiful compliment: “You are now part of our GVK-family, mam.”
Yes, of course, that made me tear up.
The Pollinators: language as catapult
We’re now continuing our work online. I gave the team a new assignment: “Come up with a name for this identity group, one that fits our strategy.”
They came back with: “The Pollinators.” Perfect. Language as a catapult. In one word, expressing who you are, what you do, and the role you play.
“Because in the end, it’s true: you can only show who you truly are, when you fully live in yourself.”
This journey was so regenerative, hopeful and heartwarming. Grateful to walk alongside the GVK team a little while longer
Irene Koel is a Women on Wings expert in creativity, concept development, trends, connecting in business development, marketing and innovation. She is the founder of the The Zooooo a creative network helping companies with relevant business development, innovation and identity-driven marketing. Also, she is the maker of MonkeyTalk, a popular Dutch creativity and innovation podcast.
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Social enterprise founder inspired by GVK’s journey with Women on Wings? Connect with us to discuss how we can collectively foster meaningful change and empower women in rural communities.
