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Community Ethnography

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Submitted By shahsaransh13
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Objective: The aim of this ethnography task is to have an inside-out comprehension of the mentees lives and the context in which they seek after their aspirations. Besides, this task empowers us to welcome the flow of urban neediness and sharpens us to the everyday issues confronted by the sitara. As business under-studies this will offer us some assistance with identifying opportunities at a business level.
The activity was divided into 4 phases while collecting data and also understanding the context of the Sitara’s environment around him and taking into mind the influence which these will have.
We will start with Phase I which is the immediate circle of influence for the Sitara.
Family & Demographics
Father- Arvind Jha – 38 years
Mother-Nilu Arvind Jha– 36 years
Sisters- Neha – 16 years- studying in 10th standard Nidhi – 13 years- studying in 7th standard
Ankit - mentee- 14 years- 8th standard
Address: 2/8, Bharat Nagar, 4 Bunglow, Versova Link Road, Andheri (W), Mumbai

The family is an exceptionally humble and extremely kind hearted. They discover satisfaction in little things and don't timid to make the following guest feel comfortable with their grin and inviting mentality. This prompts the conclusion that the Sitara is raised in a humble environment. The whole family fancies the achievement of the Sitara and wants him to succeed.
The sitara’s father has a small lorry outside Bharat Nagar where he sells vada-pav and other eateries. The mother is a house-wife, but contributes to the family through providing tiffin services to people leaving in nearby localities. The father through his stall is estimated to be earning in the range of 13,000-15,000, while the mother makes around 6000-7000 per month. They manage to finance the family of 6 through this income.
On enquiring with the mentee, as he was an integral part of the decision making process in quite a few consumption and purchase items, it came to light that the family used to purchase ration from a far-away store (even-though there was a store just besides the house) as the store owner at the far-away place had good-relations with the father. For items of daily use like soaps, oil toothpaste they preferred the store just besides the house as it provided convenience for them.
Talking about the house, it was a small room of 15*10 inch which had a wash area and kitchen included. The house had one cupboard to keep all clothes and other valuables and one bed-sheet on the ground for sitting purposes. The house lacked proper lighting facility and was mostly dark during the days as well. However, this was not there permanent house of residence. This was there temporary abode, they had a 2RK house in Nalasopara region but due to the existing business and vicinity to education of the children, they had shifted to this place. The house in Nalasopara was closed for most parts of the year, unless during festive season when they visited it to stay.
In summary: o Monthly Income- 19000-20000 o Monthly Expenses – 10000-12000 o Bank account- No o Insurance- No family member has an insurance cover o Buying Habit-
• Bathing Soap- Dove, Margo
• People in this circle Hair-Oil – Parachute, Bajaj
• Cooking Oil- Krishna Palm oil
• Washing Soap: Rin
Culture, Language and Society
The family of Ankit belongs to Northern part of UP. They had shifted to Mumbai in search for better opportunities for the family and better education for their children. They converse in Hindi at home, but the father, being a shop owner is able to understand and speak, a little bit of Marathi as well. The biggest festival for them is Ganesh Chaturthi which they celebrate with full fervour. They also get the idol at their home at Nalasopara and the whole family stays there for 3 days. Later, they visit the various famous pandals around the city. All of them are very religious.

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