DREAM:IN Venture Book

8/3/2019 DREAM:IN Venture Book

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Were not just here to dream, but more

importantly believe and realize them.

Lets avoid just ocusing on the ends o the

demographic spectrum but create viable

And sustainable solutions or everyone to

succeed. Its only when everyone can advance

And not just those at the ends o the spectrum,

then can we truly realize our dream nation.

- Sonia Manchanda (Director, DREAM:IN)


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DREAM:IN

THE DREAM:IN Conclave 2011 was a meeting o

many minds; people rom across borders rom

India, Brazil, Italy, USA and Sri Lanka and disciplines

nance, medicine, design, entrepreneurship,

social entrepreneurship, management, marketing

and more who came together to work see, absorb,

immerse themselves, learn rom and work on

realising dreams -the dreams captured by 101

Dreamcatchers on the DREAM:IN Journey 2011.

The Dreamcatchers, trained over two intensive

days in Bangalore by Dreamgurus; ethnographers,sociologists, anthropologists and lmmakers in the

art o listening, absorbing and catching dreams on

the unique dreamcatching method, developed by

Spread set out on the DREAM:IN Journey across

India. They travelled by rail and road through cities,

towns and villages into the homes and lives o

India - to learn about and capture dreams o every

kind o India. 7 day journeys on 11 dierent routes

took them over 25000 kilometres across the length

and breadth o India to capture on camera peoples

very real dreams.

The journey was transormative or each person

involved. It has transormed the dreamcatchers

who each returned a dierent person. The exposure

opened their eyes to the very diverse, the very

creative and the very thought provoking India and its

dreams. It transormed the Dreamers and inspired

many to dream again. And the dreamcatchers

brought back real, raw beautiul and inspiring data

o the dreams o thousands o Indians, which has

transormed each person who has viewed them.

For over a month, the dream studio was lled with

dreams which were translated, viewed and read.

Experts in design thinking, insighting and creativestrategy, psychology and mythology read the dreams

and generated insights rom them, and lm experts

compiled, into inspiring and evocative lms.

The our day DREAM:IN conclave saw ull day o

absorbing these dreams, absorbing the potential

engaging in discourse throughout the various panels

with visionaries, the Big Dreamers shared their

dreams, their paths to realising their dreams and their

and visions or India. Dream leaders (proessionals

in design thinking, nance, industry, management,

entrepreneurs) and dream scholars (young students

in the elds o media, communication, design and

business) worked in cross disciplinary teams let by

a Dreamcatalyst to create scenarios or a dierent

reality and a plan or development. They worked

collectively to analyse the dreams and fesh out key

observations into business ideas that can be brought

to the market quickly.

The small and big dreams, voices, hearts and lives

o dreamers, inspired and motivated and opened

minds to work together to nd ways o collectively

realising the dreams. The outcome is a pool o ty

investment opportunities ranging rom verticals

such as education, healthcare, sports, and womenempowerment all with the potential to promote

inclusive prosperity on a large and rapid scale.

Dreamventures 2011 is a compilation o those

Dreamscapes - thoughts and ideas that ull and

realise dreams or society, lead to new products and

services and innovation in systems that will make

society, India and the world a better place

because people have dreamt it or themselves.


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The Dream Ventures book is an open source

document o investment opportunities and venture

ideas meant to chart the way to development o

new projects across industries Projects in the

social space, development, women empowerment,

education, nance, crat development and more.

Projects based on dreams o people and that will lead

to a undamental change in the lives o many people.

The Dreamscapes have been created by

multidisciplinary proessionals rom around the

world. They are the starting point or collaboration

rom people and industries. It is a orum or people

to come together, share ideas and thoughts on

eectively implementing them to take dreams to

reality, a platorm or industries to collaborate and

bring specic expertise and a way to combine

creative thought and expertise to attempt to make

dreams real.

The book is a compilation o the Ventures:

an explanation o the model, a synopsis o the

venture and the team ideating sheets a starting

point or change.

THE DREAM

VENTURES BOOK


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BIG DREAMERS

KISHORE BIYANI

Future Group, India

RAMESH VANGAL

Katra Group, India

BRUCE NUSSBAUM

Fast Company, USA

BHAGYA RANGACHAR

CLT India, India

SRIVATSA KRISHNA

Indian Government (IAS),

India

EDUARDO CAMARGO

Brazil

KEN STEVENS

Parsons, USA

JOHN KURUVILLA

Taggle.com, India

DAMODAR MALL

Future Group, India

DREAM CATALYSTS

AMEEN HAQUE

Ogilvy, India

PROF. RAMNATH

NARAYANASWAMY

IIM, India

CLAUDIA MEIRELLES

DAVIS

Instituto Vivarta, Brazil

GIRISH RAJ

Idiom, India

JACOB MATHEW

Idiom, India

SONAL DEVRAJ

Idiom, India

PAOLO ZANENGA

Polytechnico Di Turino,

Italy

KEN STEVENS

Parsons, USA

DREAM:IN DIRECTORS

SONIA MANCHANDA

Idiom / Spread, India

JOSE CARLOS

TEIXEIRA

Parsons / Spread

Brazil / USA

ASHNI BIYANI

Future Group, India

PARMESH SHAHANI

Godrej , India

ARUNDHATI NAG

Ranga Shankara, India

BHARAT BALA

Bharatbala Productions,

India

RICARDO LEITE

Crama , Brazil

IZABEL BARROS

Steelcase, Brazil

ASHISH RAJPAL

iDiscoveri, India

KANWALJIT SINGH

Helion Ventures, India

IZABEL BARROS

Steelcase, Brazil

BRUCE NUSSBAUM

Fast Company, USA

JOSE CARLOS

TEIXEIRA

Parsons, USA

SONIA MANCHANDA

Idiom / Spread, India

DREAM:IN MINDS


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CONCLAVE TEAMS

BRUCE NUSSBAUM

Eduardo Scott

Mitul Bhatt

Akshay Mathur

Praveen Dwivedi

Manikandan Pillai

Prajakta W

Maria

Hanisha Thirth

Mayank

Marion

Naina Jain

RICARDO LEITE

Ana Claudia

Rakesh Sharma

Pro. Manoj Mathur

Jacob

Rehan Khan

Lilly

Sharvi

Kalai

Michael Vohra

Nitya

Alvaro Viegas

IZABEL BARROS

Rosa Elegria

Abhishek Sahu

Heico Wesselus

Poorna Tej Valluru

Neelam Chibber

Tulip

Tara Maria

Sahil Nayar

Kawleen

Nadia

Anamika

Margarita Faikh

PAOLO ZANENGA

Carmen Augusta

Manu Neelakandhan

Sunil Raghavan

Ushir Bhatt

Dr Sudarsh Kailas

Kritika

Pierre

Monisha

Rudransh

Anisha

Tauqueer

CLAUDIA M DAVIS

Eshan Fernando

Tomas

Sudhir Jha

Dr CDR

Molly Alexandar

Bhavna

Cheryl

Mayur

Priya

Kumar

Atul

1 2 3 4 5


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DREAM VISION

What is your big dream?

This allows the team to roughly sketch his big dream

visually as well as describe it in words.

BELIEVE IN YOUR DREAM

Tell a compelling story!

Much like a script or a movie, the team sketches each

aspect o the project in detail. They come up with a

one line proposition that summarizes the dream. They

also deconstruct that dream rom top to bottom. They

imagine the various core individuals and investors who

would support this venture nally completing the circle.

GROW THE DREAM

Sell the dream! Describe how each of them will gain.

How would this dream become successul in the

years to come? How would the various stake holders

withing this venture gain rom this success? These

are the questions that need to be answered to help

realise the dream.

Visualize Your Dream Climax

Act 3

Middle

Act 2

Starting

Act 1

SCRIPT

The diusion

& realisation

o ideas.

Write Your Dream

ONE LINE IDEA!

One line proposition

based on your dreams.

CHARACTERS

Who is the core group?

Who would you partner with?

REALISE THE DREAM

Describe how the dream

will be successul.

PRODUCERS

Who are the dierent

investors? How much

investment would you

need?

CUSTOMERS INVESTORSPARTNERS

MAIN PLOT

What is the central plot? One

big inclusive, developmental,

scalable, inspiring central idea.

DREAM SCAPES MODELThe Dream Scapes Model is a ramework that allows people

to tell a simple, honest & compelling story.

Created by Carlos Teixeira with the support o SPREAD


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VENTURES

ADOPTION PLACE PROJECTGarbage problem solved through a creativity program

VENTURE

This public service project attempts to create a respite in cities rom

the issues o urban sprawl and pollution. By creating tax incentives or

companies and individuals to nd this cause, the government works

together with creative organizations to adopt existing public spaces (e.g.

squares, sidewalks, arcs, parks, etc) and work on redeveloping them into

innovative and sustainable public spaces. Not only will there be emphasis

on ensuring these places remain clean and green but that creativity plays

a major role in the development o these places or the people.

Realising dreams


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DREAM SCAPE ADOPTION PLACE PROJECT

Dream Scapes Model Sheet

AGE NO BARBasic level to level education rom Kindergarden to Adult

VENTURE

The traditional education system is built on the belie o knowledge

and skills prociency determined by an individuals age and degree

o specialization (e.g. rom kindergarden to tertiary). This alternative

curriculum looks at developing a person holistically based on his and

societys needs regardless o age. By ocusing more on language,

sot skills and personality development, this project aims to build up

an individuals condence in order to eel empowered to achieve their

dreams. Students will also be taught how to understand and deal with

subjects like governance and entrepreneurism to act as a bridge between

traditional values and modernity.


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DREAM SCAPE AGE NO BAR AGRICULTURAL TRAINING

CENTRE FOR RURAL INDIAANKUR, Business o Agriculture through Education

VENTURE

In the traditional economic development model, the primary sector is

oten characterized as low value compared to other sectors such as

technologies and services. This venture entitled ANKUR attempts to

shit this mindset by creating opportunities or local armers and villagers

to think big and generate more value on their own. Agricultural Training

Centres set up in rural regions will teach the local community on both

the latest agriculture production methods and business models and

skills to improve their existing arms. ANKUR will also tie up up other

local institutions and secondary schools or vocational training to prep

these youths to plan beyond just moving to a big city. The graduates rom

these centres can then network and create new businesses amongst

themselves into various channels such as ood processing and agro-

medicine. Another advantage o creating these centres is also the act

that these graduates will be incentivized go back and educate newer

batches about the latest updates and scenarios encountered in real lie.

DREAM CATALYST: Izabel Barros



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DREAM SCAPE AGRICULTURAL TRAINING CENTER FOR RURAL INDIA APNA SAPNA/

SAPNO KAE MASTERS

VENTURE

This concept marks the start o a revolution banking on a persons

dreams rather than tackling his needs/problems in order to create a better

lie. Instead o buying insurance (e.g. negative connotation: assets

or unortunate circumstances), an individual can purchase assurance

through the Sapno Kae Masters/Apna Sapna program. This assurance

comes in the orm o Knowledge Service Hubs that educate and

disseminate inormation or whatever genre one requires to grow and

prosper. This includes knowledge in elds such as agriculture, education,

health, etc that are provided through knowledge exchange partners (e.g.

universities, hospitals, I.T industry, retailers).

The initial model looks at a state-side pilot program wherein each village,

there will be a center with at least two computers to serve the needs

o its members. The pilot scheme targets groups such as armers,

housewives, artisans and children who seek to improve their general

knowledge or have specic questions related to their eld. One virtual

hub will serve a cluster o 50 villages each to collect inormation and

specic needs rom each center. These hubs will be connected to the

state through power houses who will then process the data and transmit

relevant personalized inormation back to the hubs/centers accordingly.

DREAM CATALYST: Ricardo LeiteDream Scapes Model Sheet

Assure your dreams come true


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DREAM SCAPE APNA SAPNA


DREAM SCAPE SAPNO KE MASTERS



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DREAM SCAPE SELF GOVERNANCE


BRAND INDIAA system to teach people what to do

when dealing with the government.

VENTURE

I knowledge is power, then good communication design and ease-o-

sharing o government-related inormation plays a key role in bridging that

gap. A major hurdle or most individuals and organizations in India is the

amount o red tape and paperwork to decipher when it comes to taking

on government-related actions like applying or a passport, incorporating

a new venture, getting a visa, etc. By streamlining and simpliying the

existing complex inormation to create a simple system, it rebrands the India

government and encourages a more dynamic and entrepreneurial culture.

The simplied policies can be translated into multiple languages and

enhanced with visuals and media elements (e.g. videos, songs, skits) to

explain the processes better. This inormation can then be disseminated

through multi- platorms such as kiosks, web portals, call centers and

guidance centers in order to be accessible by the public. This ocus on

usability will increase eciency in collecting data and completing the

processes needed to generate i nnovation and productivity.

DREAM CATALYST: Paolo Zanenga


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DREAM SCAPE BRAND INDIA





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CITIZEN TRAINING INSTITUTEAn institute that would train people aspiring to

become politicians or make a change in the country.

VENTURE

A common theme throughout the journey is the interest o the people

in making a real change to society. This altruistic goal is oten expressed

by youths interested in getting into politics but unortunately ace several

obstacles due to their economic background and education level. This

project takes on this challenge by creating an institute that serves

to educate and instill the oundation needed or aspiring politicians

interested in making a change.

This school targets the everyday man interested in politics, educated

youths and even existing politicians and teaches a curriculum that

will prep them to enter politics. This credit-based system will help

to certiy students through vocational classes geared on general

knowledge, diplomacy, sot skills, communications skills and basic legal

and constitutional knowledge. This allows the barriers to be dropped

signicantly or those without an existing political background to enter the

system but also serves to ensure the quality and prociency needed or

good candidates.


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DREAM SCAPE CITIZEN TRAINING I NSTITUTE


DIGITAL LITERACY

FOR HOUSEWIVESEmpower women in digital literacy skills

so that they can go back to the work orce

VENTURE

With the importance o the technology sector to Indias economy, a

training program to improve the digital literacy o women re-entering

the workorce will not only help to provide additional manpower but

also eventually increase the size o the consumer market. By working

with NGOs to identiy and target housewives who intend to re-enter the

workorce, technology and sotware corporations help to channel unds

or acilities, equipment and training or the program.

The program will be initially structured to determine the existing

knowledge levels o the participants and what relevant skills they are

interested to learn. Lessons will take on various orms such as the set-up

o company-sponsored classrooms, distance learning acilities and call

center operations with plans to expand to at least 350 centers nationwide

i successul. This can be integrated as part o a CSR program and also

be used as a recruitment process or corporations to select the best

candidates to join them ater acquiring the relevant skill sets.

DREAM CATALYST: Bruce Nussbaum


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DREAM SCAPE DIGITAL LITERACY FOR HOUSEWIVES


DO YOU KNOW REAL INDIA?Inormation station or villages to give

& share or anything & everything

VENTURE

With an annual urbanization rate o 2.4% in a nation o nearly 1 billion

people, how do you ensure that knowledge is shared and distributed

in a way that those in rural c ommunities are not let behind? That i s

the question this concept seeks to address through the set-up o

inormation stations/kiosks to connect the rural with the urbanites

and vice-versa.

This platorm will use vernacular enabled systems to connect villages

across the nation to share news, inormation and knowledge with

each other. With an element o citizen journalism through its recording

unctionality or events, estivals and happenings, this venture can also

serve as a platorm or urbanites to connect with their ormer villages

as a cultural and inormational database. The concept can be expanded

online to reach out to an international audience and take on the orm o

a network to link investors and unds to entrepreneurial opportunities

within the villages.

DREAM CATALYST: Claudia Meirelles Davis

DREAM SCAPE EARN THROUGH WASTE


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DREAM SCAPE DO YOU KNOW REAL INDIA?


EARN THROUGH WASTESet o grid metro rural power plants

using household agricultural waste

VENTURE

This is a concept that works in tandem with the Fresh Food ATMs

(FFATM) venture. Waste materials rom FFATMs (e.g. unsold produce,

bad crops, etc) can be collected and used to extract natural dyes. The

pigments obtained can be supplied locally to homes and public buildings

to be used or home and estival decorations. Other orms o use or the

waste materials include natural pest repellant and heat insulation or the

construction o buildings.

By applying the same concept o repurposing agricultural waste into

villages, another initiative to construct o-grid micro power plants in rural

communities can also take o. When homes produce ood waste, reuse

collectors will aggregate the waste and use it or ertilizers and uel to

generate the power plants. I proved successul as a concept in a small

village, this model will be replicated across the country thereby also

generating additional income or the villages.


DREAM SCAPE EAT RIGHT!


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DREAM SCAPE EARN THROUGH WASTE


EAT RIGHT!Ayurveic Fast Food Joint

VENTURE

This F&B concept is inspired by the teachings o Ayurveda that originates

rom India. Ayurveda is a traditional orm o medicine that stresses

a balance o three elemental energies that makes up an individuals

personality and inner wellbeing. With its emphasis on a holistic approach

o diet, meditation and exercise, the concept o Ayurvedic ast ood

restaurants seeks to address those looking to lead the liestyle without

sacricing convenience.

When a person rst patronizes the restaurant, they would have to analyze

their main element type (i.e. Ka, Pitta, Vata) through a short questionnaire

which would then be stored in a database or uture reerence. They

will then be given a menu specic to their Ayurvedic characteristic and

proceed to order. A customer can also choose to order online or through

a call center which will then dispatch the ood delivery to the nearest

branch. This concept also has the potential to branch out internationally

especially in cities with a strong interest in holistic wellbeing and

alternative medicine.

DREAM SCAPE EDU CAFE


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DREAM SCAPE EAT RIGHT!


EDU CAFEAn Internet cae cum education cae

VENTURE

This business venture leverages on existing inrastructure such as

internet caes and creates a sustainable ecosystem that benets all its

stakeholders business owner, corporations, customers and end-users.

By collaborating with technology companies through sponsorships,

business owners can convert their current internet caes into learning

spaces during o-peak hours. With incentives provided by telecom

service providers such as ree mobile talk time and recharge services atthese centers, this allows the users to be amiliarized with the sotware

and products oered by sponsor companies in an integrated approach.

Lessons will be targeted at groups including housewives, the elderly and

youths whom in turn can also serve as tutors in the uture as part o the

social responsibility program.


DREAM SCAPE FRESH FOOD ATM


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DREAM SCAPE FRESH FOOD ATM


FRESH FOOD ATMAnytime, any place, resh arm produce!

VENTURE

The Fresh Food ATM (FFATM) is an integrated ood production and

retailing system based on an almost immediate arm-to-table cycle.

By taking into account technology like vertical arming and specially

calibrated inputs o seeds, nutrients and lighting, ood yields can be

grown according to the targeted consumption need o a community.

There are two possible variations o the any time, any place, resh arm

produce concept B2B within rural villages to produce staple crops likecereals and B2C within in cities or oten-consumed vegetables.

The FFATM will be marked as an essential institution akin to police and re

stations, banks, schools, clinics, etc within the citys land-use plans. Sites

like rootops and dedicated plots will be selected to ensure the scalability

o the venture so that each FFATM will be able to serve one hundred

amilies within its radius. In order to ensure high quality and stable prices

despite the seasons, best practices like solar energy, rainwater harvesting

and on-site cold storage will be integrated into these FFATMs. The produce

can be aggregated and re-sold to existing supermarkets/storeowners or

directly to the consumers as a value-add service (e.g. co-op model). The

earnings gained rom the venture add onto the other benets o lower

consumer prices and reduced urban sprawl.

DREAM CATALYST: Jacob Mathew

DREAM SCAPE HAPPY VILLAGE


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DREAM SCAPE EDU CAFE


HAPPY VILLAGECo-living in rural areas taking

happiness as a undamental resource.

VENTURE

Taking a lea rom Bhutans Happiness Index as a measure o the quality

o lie, the Happy Village concept utilizes happiness as a resource in

itsel. Instead o ocusing on how to grow and develop a village nancially,

the aim o this initiative will be to allow people to share talents, belies,

goods, best practices that are sustainable and more importantly,

increase their well-being and happiness. While this may sound utopian

in concept,the real question that this drive attempts to answer is Howdo we shit rom asking Will this make me more money? to Will this

make me happy in the long run? There are various plans to encourage

this mindset which includes establishing a micro-nance system that

supports local happiness initiative; education; recognizing those who

thrive in this liestyle and awarding them.

DREAM SCAPE HEALTH PHONE


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DREAM SCAPE HAPPY VILLAGE


HEALTH PHONEA helpline to deliver heath care to the village

VENTURE

How does one ensure access to basic healthcare in a nation o 8 billion

people despite geographical and socio-economic hurdles? By leveraging

existing communication tools and redening healthcare provision itsel.

India has one o the highest mobile penetration rates in the world and

most, i not all residents will have cellphone access. Through the set-

up o a basic inormation helpline that serves to educate and diagnose

symptoms o common afictions, this streamlines the process or anindividual to identiy and receive help in an aordable manner. This

service can be rolled out as a basic kit per village which will also include

rst aid manuals and reerence guides that can be integrated into an

application on phones. When an individual calls the helpline, he will have

access through various language options and diering levels o help (e.g.

immediate connection to ambulance and doctors) based on urgency


DREAM SCAPE HUMARA WORLDS


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DREAM SCAPE HEALTH PHONE


HUMARA WORLDSA sustainable world within worlds

VENTURE

For every city v.s. rural argument, ew have considered an alternative

option one that takes the best o both worlds while mitigating the

disadvantages o either community. The Humara World is an attempt to

bridge this gap with the introduction o micro-establishments that serve

as sel-sustaining green belt communities equally accessible by villages

and cities. There are various development models that can be i ntroduced

within a pilot program such as having a main city hub with smallervillages spoked to it; independent village units dispersed across a green

belt; or even mini-armlands based on a gated community concept. With

an overall emphasis in a sel-sustained liestyle, they are eco-compliant

housing, energy and waste management systems; governance through

shared knowledge resources; centers with an emphasis on social

responsibility such as ood banks, public transport system that takes

into account the environment; and a green belt or resh produce or the

locals. These Humara Worlds will be targeted towards the growing middle

class, proessionals, retirees, sel-employed and cultural institutions.

This project will look towards partnerships with the government,

environmentalists, urban planners, architects, research institutes and

even the hospitality sector.

DREAM SCAPE DREAM SCAPE


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DREAM SCAPE HUMARA WORLDS IDIOMATIC INDIA


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IDIOMATIC INDIAAmpliy and celebrate estivals by using

techniques o storytelling & travel

VENTURE

With a rich culture steeped in mythology and storytelling, how should

India retain its tradition in this current world o digital sensory overload

and short attention spans? By looking back at its roots o scribes and

storytellers in order to ampliy the existing celebrations and estivals and

make them common knowledge across India.

Storycatchers/scribes in the orm o students and passionate individualswill go around villages to collect local olklore and customs unique to the

community. These tales and inormation will then be retold by modern-day

storytellers who will then travel to dierent villages and give perormances

based on the olklore rom various regional communities. This serves to

both entertain and educate the audience while raising brand awareness

or companies who sponsor these perormances in the villages. An

extension o these perormances can also be used to promote tourism

(i.e. tour packages or urbanites to attend) and raise revenue or the local

communitys businesses. Storytelling through design is another viable take

on this concept. Since the storycatchers have a greater understanding o

the rural markets needs and opportunities by their travels and research, the

knowledge can be used to crat well-designed, meaningul products that

connect with local traditions.


DREAM SCAPE IDIOMATIC INDIA INDIA 2


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DREAM SCAPE IDIOMATIC INDIA


INDIA 2Creating dignity o labour in India

VENTURE

Its easy to overlook the unsung heroes in a country with a population o

over one billion. The individuals who work in the service sectors such as

security guards, cooks, drivers, maids, street vendors, street cleaners,

police ocers, etc are oten disregarded in society.

In a bid to build respect and acknowledge the eorts o the individuals

who make upIndia 2, a public service campaign designed to gain dignityo labour will ocus on the real people who work to tirelessly serve India.

Similar to the amous ad campaigns by acclaimed producer Bharat Bala

(i.e. Vande Mataram and Jana Gana Mana videos) used to promote unity,

this campaign aims to make the invisible visible through the show o

gratitude and acknowledgement by celebrity (e.g. Bollywood, sports) and

prominent gures (e.g. politicians, industrialists) in society.

DREAM CATALYST: Ken Stevens

DREAM SCAPE INDIA 2 INDIAN SPORTS PORTAL


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DREAM SCAPE INDIA 2


A social network portal which will provide a single

platorm or sportsmen/women across India

VENTURE

One o the key observations rom the state o the nation is the increasing

passion or sports amongst its youth. Within such a vast country though,

there exists diering levels o knowledge, skills and aptitude which

this idea seeks to bridge and literally create an even playing eld or

Indian athletes to compete and excel. The Indian Sports Portal is social

networking and inormation portal or male and emale athletes across

India to share and get updated on the latest news and events withinall sporting realms. For a small ee to be part o the network, members

can attend ofine workshops by national athletes, get discounts rom

partnering sports brands, learn nutrition and tness tips rom experts and

compare their achievements to their peers.

By shaping sports as a religion in itsel (e.g. with iconography, theme

songs, national pride, etc), this will encourage a greater interest and

commitment rom aspiring athletes and also become a talentpool or

scouts eager to nd the next sports hero.

DREAM SCAPE INDIAN SPORTS PORTAL INDIE TV


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Happenings o village broadcasted

on local television channels

VENTURE

The aim o this venture is to allow vill agers to eel empowered by

producing and owning valuable media content. Similar to ci tizen

journalism, a village-based media channel will initially start up with news

and inormation relevant to the village itsel that can be streamed within

the rural regions. This can include supporting local products, businesses

and services; sharing best practices and tips on agriculture; and general

village updates.

As the channel takes o, the ocus will be on generating original content

where local talent get the chance to be spotted or bigger opportunities

and reach audiences in the cities. Funding will be provided by telecom

companies and sponsors with government support.


DREAM SCAPE INDIE TV INFO-EXCHANGE


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Village people teaching urban people

VENTURE

Its hard to argue with the notion that the advent o Google, Wikipedia

and Facebook into our lives has brought much value through the ability

to access knowledge quicker and easier than ever beore. Imagine i one

could re-create a similar i normation network within rural regions that

uses both technology and more traditional orms o communication?

Instead o a top-down approach o learning rom the urbanites, what

i the villagers also get the opportunity to share their insights with the

rest o India? The model will take on the orm o clusters o villages with

one common community centre which will used as the main platorm

or inormation exchange. Kiosk stations connected to the rest o the

centres through a database will showcase content in the orm o videos

and audio by the villagers themselves.

Inormation topics can range rom alternate medicine, arming, liestyle

and even culture and events such as estivals, shows and perormances.

The goal o this initiative is to become a place or villagers to speak and

hear their ellow villagers eventually reaching out to the rest o the

world.

DREAM SCAPE INFO-EXCHANGE DREAM SCAPE INFO-EXCHANGE


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Dream Scapes Model Sheet Dream Scapes Model Sheet

DREAM SCAPE INFO-EXCHANGE JALODAYA


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A hub & spoke model where water

drives progress o the village

VENTURE

Whats the daily routine o a typical Indian village housewie like? In

order to attend to the usual household chores o cooking, cleaning and

washing, she spends a good proportion o her time collecting the water

needed or these chores rom the communal water source. This venture

attempts to inuse this insight into designing a distinct development

pattern a hub and spoke model where water drives the progress

o the village. The Jalodaya or village progress centre uses the main

water source to centralize the activities o the womenolk and channel

their daily grind into a collaborative eort. Chores such as washing,

cleaning and cooking will be made more ecient by the easy access to

clean potable water and shared by all. The entire village can then also

congregate to this central hub or other needs such as entertainment,

sports, health provision, etc. Funding or the creation o these centres

can stem rom panchayats, sponsorships and the inviduals themselves.


DREAM SCAPE JALODAYA NAMASTE


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An inormation warehouse o a combination o

Indian experiences with actual data by the people,

or the people.

VENTURE

Namaste is a venture based on the retail concept o Mother Earth and

Jaipur Rugs where local quality products produced in rural regions are

sold to consumers in urban environments whom may not have access

otherwise. The expansion o this concept to the nation will give these

cratsmen and women the opportunity to preserve the traditional culture

and cratsmanship while expanding their businesses in a low-risk manner

to a captive market. Namaste will provide educational resources and

entrepreneurial opportunities to manage their businesses and learn

about relevant topical issues such as sustainability. Resources pumped

into Namaste will also be channeled into capital investments specic

to a community. For e.g. A crats community may invest in solar energy

to optimize their natural sunny climate which can then also be used in

exchange. This system decreases the pressure or urban migration while

retaining the villagers pride, culture and heritage. Urban consumers

gain by having access to a myriad o unique local goods that can also be

exported as Brand India.


DREAM SCAPE NAMASTE NATIONAL WORK FORCET t ti l i tit ti


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To create a national orce institution

o all work orces that service India

VENTURE

It may seem odd that despite Indias huge population and promising

economic growth, unemployment is still rampant in the country.

The root o it is attributed to not a lack o jobs, but rather the lack o

desirable jobs that allows an individual to eel worthy and respected.

The concept o a National Work Force to serve the nation akin to the

national armed orces that protects the nation, becomes a bid to reduce

unemployment and create more opportunities or those already in the

workorce. In a model similar to a labor union albeit with an emphasis

towards patriotic duty, the National Work Force will comprise o both

tradesmen (e.g.artisans, carpenters, plumbers, gardeners, cobblers, etc)

and service workers (e.g. Janitors, porters, domestic helpers, guides,

laborers, etc). By raming their contributions as a boon to the nation,

this will help to generate a more avorable reception towards these jobs

and instill a greater sense o purpose or those who partake. Benets o

joining the National Work Force include nancial and job security, training

and development and more resources or marketing and promotion o

local products and services. Employers also gain the assurance o

trusted quality o service, value and credibility o this skilled Work Force.

DREAM SCAPE NATIONAL WORK FORCE PATHS TO AGRICULTURAL

DIGNITY


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VENTURE

Farming, or most arm laborers, it is a harsh reality o tirelessly working

or little gain and despite the intrinsic knowledge that comes rom

their experience, does not command value in society. The wealthier

landowners on the other hand, seek towards the vibrant urban landscape

and allow their lands to remain underutilized. What i theres a way

or both parties to mutually benet rom each other while creating a

new take on the agricultural sector? Thats the aim o this initiative

which takes the orm o two parts: the Land Trust and the Rural Farm

Entrepreneurship Lab.

In the rst part o this initiative, urban land owners are invited to sell

their underused lands to the Trust and will be recognized and honored

or their good deed towards community development. This creates an

exit strategy or them that is both ethical and benecial to their personal

status in society. The land will then be entrusted to the arm laborers

themselves in multi-generation leases that also serves as a legacy or

these laborers to pass down. However, or laborers to be part o the

program, they would have to complete the Rural Farm Entrepreneurship

Lab where they will be taught both sustainability and the how-tos o

running a business. The lab will be run by local NGOs who will seed

unding, provide training, and interace with the land trust in exchange or

a limited stake in arms to sustain the overall operation.

DIGNITYBuilding land trust

DREAM SCAPE PATHS TO AGRICULTUTRAL DIGNITY POP UP FUN SCHOOLFun houses that journey rural India


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Fun houses that journey rural India

VENTURE

The adage o making learning un or children plays a key role in this

initiative especially since existing school enrollment in rural regions

is inconsistent at best. The question raised becomes how do we make

learning continuous in the ace o low-incomes, unsupportive amilies and

gender inequalities? The Pop-up Fun School attempts to solve this issue

by combining education and entertainment in a mobile environment.

Through partnerships with NGOs and game companies, the pop-up

schools will travel in modied trailers to perorm educational skits and

encourage participation in games and activities that impart knowledge

and build skills. Families will also be encouraged to join in the un through

crat classes and entertainment or their demographic. As these schools

work with local perormance groups, local teachers and college students

to generate content, the constant traveling between villages also allows

the schools to pick up on the villagers educational needs and culture in

order to shape their curriculum accordingly. This ensures that students

learn relevant and timely material which they can work on until the next

scheduled visit o the pop-up school.

DREAM CATALYST: Ricardo Leite

DREAM SCAPE POP UP FUN SCHOOL PROJECT INDI-PEDIAAn inormation warehouse o a combination o


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An inormation warehouse o a combination o

Indian experiences by the people, or the people

VENTURE

India is not just a country but a concept in itsel. Most individuals who

visit India oten claim that no guidebook can ever prepare them or the

myriad o cultures, languages, personalities, history, philosophies that

they encounter and how theyve been touched and transormed overall by

the experience.

Project Indi-pedia aims to play on this concept and build a collective

refection o the country. By providing inormation beyond that o a

tour book/ guide on an online and mobile platorm, these narratives will

be contributed by users and center around experiences and journeys.

Through these stories o people weaved with actual data, whether o the

collective or individual, Project Indi-pedia is ultimately a maniestation o

the essence o Indias diversity. This project can also be translated into

traveling exhibitions and centers across India itsel and the globe.


DREAM SCAPE PROJECT INDIE-PEDIA DREAM SCAPE PROJECT INDIE-PEDIA


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DREAM SCAPE PROJECT INDIE-PEDIA RAY OF HOPEMicrosponsorship or small businesses


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VENTURE

Despite the strong entrepreneurial bent in its people based on history

and culture, India does not have a supporting eco-system geared towards

small scale businesses to help establish themselves and expand. The

aim o this venture is to provide a platorm or existing small businesses

and potential entrepreneurs to develop and grow their companies

under proper guidance and assistance rom the right elds. Some

elements o this program includes the provision o unds and loans,

mentorships rom established businessmen, knowledge transers rom

international companies, encouragement through awards and recognition,

partnerships with marketing and advertising agencies and networking

amongst the community. By targeting the cottage industry, artisans and

producers, the pilot program consists o the set-up o centers within

villages and states with mobile versions o the center (e.g. buses, trailers,

etc) servicing villages and other rural areas.

DREAM CATALYST: Izabel Barros

DREAM SCAPE RAY OF HOPE DREAM SCAPE RAY OF HOPE


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DREAM SCAPE RAY OF HOPE DREAM SCAPE RAY OF HOPE


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DREAM SCAPE RAY OF HOPE REGION CODE BENCHEach place, a city, town, village have

signifcant benches as public sitting spaces


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signifcant benches as public sitting spaces

VENTURE

This project aims to i ncrease awareness o Indias rich history and culture

by creating public spaces with seats that serve as heritage signiers.

Each state will have its own colors and specic designs that correspond

to a signicant event, story or gure which will then be incorporated into

the design o the benches. Villages can also create benches that uses

olklore and stories told through generations. Simply by visiting these

public spaces and enjoying a day out, both visitors and locals are then

able to pick up history and trivia i n an everyday setting that eels naturaland interesting.

DREAM SCAPE REGION CODE BENCH ROOTSBasic love o ood


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VENTURE

Mention India and one o the rst ew mental images to pop up in ones

head will most probably be the distinct cuisine. The pleasure o tantalizing

ood is one that spans across various boundaries so this concept takes

us back to the basic need and love o good delicious ood. Roots is a

physical hub that aims to be a one-stop centre or all things related

to cooking and consists o a kitchen; common space or training and

exhibitions; retail space with subsidized rent and a in-house compost pit

or everyday waste.

Roots will serve as a communal space where housewives, armers and

oodies can go to learn everything rom seed-to-plate. This includes new

methods o cooking, arming, styles o cuisine, recipes and nutrition. To

encourage the concept o slow ood and bringing back control over what

one eats, the retail outlet will also sell community produce, micro-arm

equipment, seeds, soil, etc.

DREAM CATALYST: Ken Stevens

DREAM SCAPE ROOTS SELF GOVERNANCETransorming community decision making

rom me (amilies) to we (community)


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VENTURE

Villages and communities in India are governed by the government

arm, IAS who then takes on the role o the authority in these regions.

This oten results in a passive approach to problem-solving and does

not encourage creativity or leadership skills amongst the communities

themselves.

How can we then empower individuals and communities to start

believing and realizing their dreams? It begins right at the start whenan individual starts interacting with other people the amily and their

neighbors. By creating incentives and raising awareness or individuals

to work together to nd solutions or their communal problems, this

reduces the dependency on the government and allows or a shit in

mindset rom me to we. Programs such as leadership development

skills and resource pooling as part o this sel-governance program will

help to distill a sense o one-ness amongst villages and communities.

DREAM SCAPE SELF GOVERNANCE DREAM SCAPE SELF GOVERNANCE


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DREAM SCAPE SELF GOVERNANCE SHAKTIHigh protein quality aordable vegetarian

diet or children and youth desirous o

ki k i t


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making a mark in sports

VENTURE

With the ever-increasing interest in sports and well-being amongst youth,

there lies a need in ensuring that they also have equal access

to good yet aordable nutrition that also caters to local vegetarian diets.

Shakti is the brand prototype or high protein and quality semi

processed oods that can be i ntegrated into the diet o aspiring child

athletes. By working with the government and private investors

to und this venture, there are two potential revenue streams to tap into.

The rst and oremost is the value brand that will caterto schools, colleges and vil lages to ensure that the growing nutritional

needs o the child athletes are met with accordance to their

development and specic sport(e.g. nutrition packs or wrestling, ootball,

cricket etc). The second is a premium brand that will be

targeted at general retail, gyms, health centers, hospitals and private

sports academies.

DREAM SCAPE SHAKTI SPORTS ARMYSports liberation or kids


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VENTURE

Despite the popularity o games like cricket in India, sports is generally seen

as nonviable career option and a luxury to those in rural communities. In

comparison, the military and police orce are deemed as highly respected

and desirable elds to pursue instead. By adapting this mind-set with the

concept o a sports army, this social initiative aims to inculcate the benets

o sports participation amongst children in rural communities.

Children will be encouraged to join the sports army in order to pick upsocial interaction skills, discipline, sel-condence, teamwork as well as

generally improving their health and nutrition. This NGO organization will

work with young volunteers to coach teams o vil lage children rom 6 -

15 years old in both sports and other activities designed to improve the

welare o the community (e.g. village chores, social responsibilities).

DREAM SCAPE SPORTS ARMY STREEMake India green through woman power


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VENTURE

India is oten expressed in literature as a eminine nation (i.e. Motherland

India) and S-Tree is an interesting concept that l ooks towards restoring

Indias biodiversity through the women o India themselves. It explores

the concept o creating policy change that empowers women with

economic incentives to grow and protect trees which can then be

passed down as an inheritance to their daughters. Women will be the

caretakers and shared owners to plant, grow and protect various species

o trees grown on government-owned land. The government will providea monetary allowance, sapling support, ertilizers and training needed

or them to grow specic trees that gain attractive returns (e.g. Fruits,

rubber, palm oil, etc). In this model or example, given that every acre o

land yields 50 trees, 20 will be wholly owned by these women and 30 by

the government. This shared ownership model ensures an incentive or

the women especially as theyre now empowered with the right to reap

what theyve sown and be able to pass down to the next generation a

legacy o their own.


DREAM SCAPE STREE TICKET TO PARLIAMENTTo get Indian youth more politically active

by competing over public services


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VENTURE

To get Indian youths more politically active, this interesting venture taps

into the popularity o current reality TV shows on channels such as MTV

and Bindass by producing a similar program tentatively titled Ticket to

Parliament. Students compete on the show in a series o challenges

related to public services and policies in order to win an opportunity

become an intern in parliament.

Each challenge will be shaped to impart the message that each personin society makes a dierence by taking a stand and that even the little

things count. In order to gain national awareness, the results will be

based on a mix o judges and audience voting via mobile/internet. The

production o the series will be dependent on unding rom corporations,

government and media channels themselves with the returns based on

advertisements and sponsorships.

DREAM SCAPE TICKET TO PARLIAMENT TOURIPINDIAA touripedia massive website which

gives insight o villages & experiences.


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VENTURE

Villages, despite being the backbone o India and oering the presence o

artisans, culturally rich settings and escape rom the congested urban l ie,

the lack o knowledge about these areas, poor transportation and local

language barriers make rural tourism expensive and tedious.

To tap into this niche market, we are targeting three genres o tourism

exploratory, recreational and purpose-driven (e.g. work in rural areas

or social good) and increasing awareness o rural India through an online

portal. This open platorm will serve as source or potential tourists to

research on experiences o previous visitors and look up inormation

such as accommodation, transport and local history and details. Content

will be generated through user submissions (e.g. similar to Trip Advisor,

Wikipedia, etc) and local stakeholders such as home renters, small

businesses, tour operators and panchayat (i.e. local government).

DREAM CATALYST: Eduardo Scott

VILLAGES

DREAM SCAPE TOURINDIPEDIA W.E.B- THE WOMEN

EMPOWERMENT BANKE h t h (M lti l l Ed ti )


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Each one teach many (Multi- level Education)

VENTURE

By putting a new spin on existing nancial models, the Women

Empowerment Bank aims to change the perception o womens

education amongst amilies and society itsel.

W.E.B will peg the interest rates o its loans to the education level o

individual women in the amily therein reducing the interest rates when a

woman pursues urther education.

For example, when a girl enters primary school the interest rate o the

amilys loan will be set at 15%. As the same girl advances through the

education system, the interest rate would be reduced to 5% when she

reaches college. This literal approach to giving women more nancial

power within the amily also leads to a more inclusive system as it

disregards race, age and caste to emphasize solely on education.


DREAM SCAPE W.E.B- THE WOMEN EMPOWERMENT BANK WOMEN EMPOWERMENT

THROUGH SPORTSEmpowering women through


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Empowering women through

village-level sport leagues

VENTURE

By incorporating women-only sports leagues at regional level (e.g.

villages), this helps to instil a sense o empowerment and promote

unity amongst women at a young age.

We aim to leverage SHGs to recruit and educate girls or the leagues

through partnerships with women sel-help groups, NGOs already

working with local communities and the vi llage panchayat (i.e. local

governments). With the contributions o international coaches and

training programs to transer skills to the l ocal sports trainers, this

social initiative will be unded by multiple channels.

Some o these channels include sponsorships rom sports brands (e.g.

Nike, Adidas, IMG), participation ees, village panchayat unds and public

donations in the orm o Invest in a team/athlete. With Haryana and

Punjab serving as the base or a test pilot program, the program aims

to expand across the nation i proved successul perhaps even being

an avenue or talent-scouting or major sports leagues within India and

overseas.

DREAM CATALYST: Eduardo Scott

DREAM SCAPE WOMENS EMPOWERMENT THROUGH SPORTS


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DREAM:IN CORE TEAM

SONIA MANCHANDA: DIRECTOR-DESIGN

A design thinker and communication design proessional, she is

Principal Designer and coounder o Idiom. A design leader, her

DREAM:IN BOARD

KISHORE BIYANIis the Group CEO o Future Group, one o Indias

leading business houses with multiple businesses in the consumption

space. He is an entrepreneur who has been credited with changing

GIRISH RAJ is a Founder Director and Chie Strategy Ocer at Idiom.

He is an English (Honors) graduate rom Delhi University and an MBA,

and has vast experience in brand strategy and marketing. He has over

DREAM:IN PRODUCERS

NIMESH PILLA

RAHUL VIJAYKUMAR

AKANKSHA LUTHER


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Principal Designer and coounder o Idiom. A design leader, her

projects include distinct identities and brand languages o many

nationally recognised brands in education, retail, health. She also led

the design and look o the Commonwealth Games. A graduate o NID,

she is also the coounder o Spread, a radical design thinking initiative.

JOSE CARLOS TEIXEIRA: DIRECTOR-NETWORKS

A aculty member at the Department o Design and Management,

at Parsons The New School or Design. He has a PhD in Design rom

the Institute o Design, Illinois Institute o Technology. His expertise

is revealing the operational logics that guide design practice. He is

DREAM:IN Project co-director.

space. He is an entrepreneur who has been credited with changing

the ace o modern retailing in India, and was listed among Indias

50 Most Powerul People in 2009 in Bloomberg Businessweek

IZABEL BARROS is a strategy consultant and senior manager at the

Applied Research and Consulting at Steelcase. She is rom Brazil and

has a PhD rom the Institute o Design in Chicago. She works in Rio

de Janeiro, Brazil and Grand Rapids, USA. She has an outstanding

body o work on network analysis and space planning or change

management in Fortune 500 companies.

BRUCE NUSSBAUM blogs, tweets and writes on i nnovation, design

thinking and creativity. Former assistant managing editor or Business

Week, he is a Proessor o Innovation and Design at Parsons. He

ounded the Innovation & Design online channel, IN: Inside Innovation.

In 2005, I.D. magazine named him one o the orty most infuential

people in design.

and has vast experience in brand strategy and marketing. He has over

17 years o experience working on brands across sectors and steering

business strategies or clients.

MOHAMMAD JAVED CFO and COO at Idiom, Javed is a management

and nance proessional with over 15 years o experience in the

advertising and design industries. Building nancial systems at one

end and championing the cause o social welare on the other comes

easy to him.

JACOB MATHEW A product design graduate o NID and Founder

Director and Chie Designer o Idiom and Spread, Jacob started

one o Indias rst retail and interior design company Tessaract in

1986. He has years o on-ground practical experience in the world

o retail, materials, new age technologies and sustainable design.

NANDINI CHANDAVARKAR

GARIMA JAIN

MALLIKARJUNA SWAMY

AJIT GURUM

VENTURE INDEX

A

Adoption Place Project, 15

Age No Bar, 17

Agricultural Training Centre or Rural

India, 19

Apna Sapna, 21

I

Idiomatic India, 51

India 2, 53

Indian Sports Portal, 55

Indie TV, 57

Ino- Exchange, 59

T

Ticket to Parliament, 97

Touripindia, 99

W

W.E.B- Women Empowerment


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B

Brand India, 25

C

Citizen Training Institute, 29

D

Digital Literacy or Housewives,31

Do You Know Real India?, 33

E

Earn Through Waste, 35

Eat Right!, 37

Edu Cae, 39

F

Fresh Food ATM, 41

H

Happy Village, 43

Health Phone, 45

Humara Worlds, 47

J

Jalodaya, 63

N

Namaste,65

National Work Force, 67

P

Paths to Agricultural Dignity, 69

Pop Up Fun School, 71

Project Indi-pedia, 73

R

Ray o Hope, 77

Region Code Bench, 83

Roots, 85

S

Sel Governance, 87

Shakti, 91

Sports Army, 93

Stree, 95

Bank, 101

Women Empowerment through

Sports,103

DREAM:IN IS A CREATION OF SPREAD EDUCATION AND CONSULTING PVT LTD


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www.dreamin.in

Documents

DREAM:IN Venture Book