Project-IT: Reimagining Rural India

BY NICK PEARCE

Project-IT: Reimagining Rural India through the lens of Visual Education/Films/Cinema

With 65% of India’s population residing in rural areas and smartphone penetration reaching 90%, the infrastructure for digital connectivity exists. However, access to transformative content remains limited. Project-IT addresses this gap by leveraging cinema as a tool for education and empowerment.

Shrirang Deshmukh, co-founder of Project-IT (pictured below) with a background in international finance, observes: “Just as small-cap stocks hold untapped potential, rural India represents an overlooked market for meaningful content that can inspire change.”

The Transformative Power of Visual Storytelling

The initiative builds on the understanding that traditional education models often fail to engage rural audiences. Cinema offers a compelling alternative – combining entertainment with life lessons, exposure to new ideas, and skill development. Project-IT’s curated screenings are designed to:

Showcase stories that resonate with rural experiences
Introduce global perspectives through accessible narratives
Stimulate discussions on local challenges and solutions
Develop critical thinking and communication skills

From Film Festivals to Lasting Impact

The project’s approach goes beyond passive viewing. Each screening is accompanied by workshops and discussion forums that help translate on-screen inspiration into real-world action. This methodology was tested successfully during pilot screenings in Maharashtra, where films became springboards for conversations about education, gender equality, and economic opportunities.

Deshmukh notes: “We’re creating a marketplace of ideas where rural voices meet potential solutions. The discussions after screenings often reveal practical insights that urban policymakers and businesses rarely hear.”

Building Bridges Between Rural and Urban India

A unique aspect of Project-IT is its potential to foster mutual understanding. While rural audiences gain exposure to new concepts, urban viewers benefit from authentic portrayals of rural life. This two-way exchange challenges stereotypes and creates opportunities for meaningful collaboration.

The initiative also demonstrates how cinema can serve corporate social responsibility goals. Companies supporting Project-IT gain:

Authentic insights into rural markets
Opportunities for targeted skill development programs
Platforms for meaningful community engagement
Channels to communicate important social messages

Technology as an Equalizer

Project-IT harnesses India’s digital infrastructure to overcome geographical barriers. While physical screenings create community experiences, the digital component ensures scalability. The hybrid model allows for:

Wider content distribution through mobile platforms
Follow-up engagement via online forums
Collection of feedback to refine programming
Creation of a sustainable content ecosystem

The Road Ahead: Scaling the Vision

Looking forward, Project-IT aims to establish a network of rural film clubs and digital platforms that can sustain ongoing engagement. The founders envision a future where:

Local communities curate their own screening programs
Young filmmakers find audiences for socially relevant content
Corporations and NGOs partner to address identified needs
Cinema becomes a recognized tool for rural development

As Deshmukh puts it: “We’re not just showing movies – we’re catalyzing conversations that can reshape rural India’s future. The potential for impact is as vast as the stories waiting to be told.”