Abstract

In July 2015, Google launched ‘Internet Saathi,’ a technology-enabled program to foster internet literacy among women in rural India in association with Tata Trusts & Intel. The joint initiative aimed to bridge the technology gender divide in India in general and generate awareness among the rural women on the benefit of the internet in their lives in particular. As part of the program, Google designed cycling carts (internet bicycles) fitted with computer equipment which would help the rural women access the internet in their villages. The program involved the deployment of 1,000 internet bicycles in the rural areas of three states of India on a pilot basis to enable easy internet access to the women before it was scaled up to cover other parts of the country. The internet carts engaged the rural women through awareness creation and training on the benefits and use of internet, so that they would be able to use it independently.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand Google’s initiative for the techno-empowerment of women in rural India.
• Analyze whether the initiative was successful in achieving its objective.
• Understand how a company’s stand on social issues can contribute to enhancing the company’s image
• Understand the role of cause-related marketing in enhancing brand image.
• Identify the challenges Google could face in spreading its internet literacy initiative among rural women in India.

Keywords

Google India,‘Internet Saathi’,Internet literacy,Digital India,Techno-empowerment,Internet carts,‘Helping Women Get Online’,‘ReachForTheSky’ "