Request by a journalist friend to meet an educationist working for kids and young adults was honoured by me like any normal invitation. To be honest, it was more to do with personal obligation than meeting or finding a platform to work for the social cause, so I thought. That is how I met educationist Chitra Awasthi and her organization, Rit International. Rit means truth in Sanskrit, and as the name itself indicates she set up this organization more as a cause and with a social purpose in mind. A strategic brand consultant in me never thought that it is not necessary to compete with the existing education in order to bring a meaningful reform. If there is a will, you can add value to the existing educational framework in the given society. What is all the more important is the fact that the society and educational institutions will be more than willing to accept and adopt you. A number of emerging replicas of this model is a testimony to the fact.
Of course, there has to be initial skepticism with many of the existing players feeling threatened. But the continued acceptance by the society only reflects the fact that there is absence of quality education in the country. More importantly, there is an urgent need to shape the young minds that are going to be our future. No wonder, the innovative approach in education management has driven Rit International to the forefront with various schools, institutions and children’s’ associations. However, and I must admit it honestly that as against the advice of TRACK2MEDIA as a strategic consultant, Chitra Awasthi has resisted the temptation to convert it into a business venture in the conventional term.
For Chitra Awasthi and her team of educationists Rit International has more to do with a mission than business vision. Actually, it was while working as consultant on various educational Programmes that she did realize the need to create a platform for the same purpose. Moreover, in a technology driven new
In the kitty of TRACK2MEDIA it is interesting to have an organization where Vision and Mission Statement is derived from the social philosophy that every kid is special in his/her own unique way. And hence they believe in the holistic development of the child. More importantly, Rit International is a platform to provide academic and other creative avenues to each and every child, unlike some other platforms like the talent shows on various TV channels where it is meant for a select and privileged lot.
This is because Chitra Awasthi feels that unless we succeed in laying a solid foundation for all the children irrespective of the economic strata that they belong to, this sort of vacuum and demand-supply mismatch in education will always be there. The difference and the surprise package do not end here. Actually, in all their educational and other creative Programmes for the children and young adults, you will find a Brand Ambassador from the same age group only. Well, I am indeed impressed.
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