Casteist society accepting Dalits as role models
When I was a child, it was the senior Dalit leaders who would organise a function on Dr BR Ambedkar’s birth anniversary every April 14. When I enrolled for college the place where the event used to take place was only a kilometre away. I would walk that distance to participate in the event. later, when I became a part of the organising committee, I learnt that the first step towards holding the event meant that we had to make a trip to the nearest police station with an application seeking protection.
In some villages in Rajasthan and Haryana, Dalit parents wanting to hire a horse for the son’s wedding, seek police protection as angry caste Hindus may stone the marriage party procession.
Dalit think tanks have been debating the community’s relationship with the State and the society for a long time now. Called caste society, the society has been viewed as the villain and State as the hero for Dalits. Most State Governments have rewards for inter-caste marriages. But such marriages may lead to the murder of the newlyweds. A look at the institutions under society’s control would show dismal presence of Dalits. When former Prime Minister Indira Gandhi nationalised a host of private sector banks, Dalits cheered that step as a social revolution.
The caste society has been creating roadblocks in Dalit progress. With that proven centuries long discrimination, Dalits always see the caste society with suspicion. Seen as impure, a cste Hindu would never touch a vessel used by Dalits. The practice exists even today in villages. In many areas, separate vessels are kept just for Dalits. There are some instances where Dalits have to sit separately.
Because of a terrible history of segregation, Dalits were rarely taken as role models. One can easily spot signposts such as Jat Transport, Agrawal Sweets, Yadav Steel Bhandar, Reddy Sweet corner. But, it is rare to find a shop or business named after Dalits’ name. Dalit Foods is yet come as a restaurant. Since Dalits are not acceptable in society, people don’t name their company or products that have Dalit sounding names. “who will buy” is the common refrain.
But, there are signs that the caste society is changing. History was made when a month back, Dalit Indian Chamber of Commerce & Industry (DICCI) chairman Milind Kamble was approached by a Marathi daily — loksatta — with a proposal. “Would you mind being our brand ambassador,” the loksatta had asked. Kamble agreed.
Now, the loksatta group is now advertising a picture where Kamble is shown reading the newspaper. This ad is running in form of bill boards in cities like Mumbai and Pune. The newspaper is running that ad in its own edition all over Maharashtra.
Recently, the loksatta was featured in the Indian Express edition in Delhi. The ad read: A newspaper ad without SRK, MSD or AB. We all know these people. SRK stands for Shah Rukh Khan, MSD for Mahendra Singh Dhoni and AB for Amitabh Bachchan. Companies choose their brand ambassadors on a few criteria — looks, celeb status or a public icon — that helps them sell their product. Kamble, now a Padmashree awardee, is a known Dalit icon and a household name in Maharashtra. The loksatta took a decision keeping in mind that a Dalit, too, can sell their products.
In other words, India is slowly becoming caste neutral to the extent that a Dalit icon can be now be the brand ambassador of a newspaper. Meanwhile another leading Marathi daily Maharashtra Times too has started using picture of Kamble.
If one was to take into account major events relating to Dalits that have changed their standing in society, Kamble being chosen as brand ambassador for two main Marathi language dailies will be one of them.
The list, of course, started way back in the 15th century when Guru Ravidas defeated the pundits of Kashi in a shastrarth (debate). Then came the Pune Pact of 1932 where Hindus and Dalit representatives sat to sign a social contract, Dr Ambedkar became the chairman of the drafting committee of the Constitution, Damodaram Sanjivayya became first Dalit Chief Minister in Andhra Pradesh, Bhola Paswan Shashtri became Chief Minister of Bihar thrice, Babu Jagjivan Ram became Deputy Prime Minister in 1977, KR Narayanan became President in 1997 and Mayawati won majority in UP Assembly in 2007.
That Kamble has been selected as the brand ambassador has a three-pronged effect. First, the society may not have any inhibitions in accepting Dalits as role models. Dalits will gain confidence and Dalits and non-Dalits will form an association to better the future. If this happens, we can call it India’s Obama moment!