Rendering service without any quid pro quo captures the very essence of the term "Altruism". However, the human race, in deeds if not in words, is governed by elements of selfishness, though in varying degrees. How can human self-centredness be reconciled with the concept of altruism and how can altruism assume the dimensions of a business model ?

Altruism- Charting a new course

A successful altruistic model should be marked by easy accessibility and lucid presentation. The contents should inspire the users not merely in thought but in action as well. The model offers infinite potential for evolution.

Free- flowing two-way linkages are sought to be firmly established. Any distinction between participants and beneficiaries become blurred in the long-run. Participants are transformed into beneficiaries and beneficiaries in turn become participants in the exercise. The primary beneficiaries in turn render services to others thus increasing awareness and thereby inspiring them as well to come under the ambit of the model. Thus a chain-reaction is initiated and the concept will cater to an ever-increasing clientele. The Hegelian notion of the "whole not being the sum of parts" is vindicated by such a model. The framework is thus geared in the long-run towards the collective benefit of society.

The model is not a static one and seeks to evolve constantly. Self-regeneration is achieved as mentioned earlier with beneficiaries being inspired to participate in the exercise and benefiting again consequently thus creating a virtuous circle. Hereby an "aggressive" business model can be created with altruism being at its core.

YOJNA

The on-line awareness project , www.yojna.org, is a perfect example of a live altruistic business model. The project has been fashioned closely following the parameters of the model and aims at benefiting various strands of society, directly and indirectly. The intention is to bridge the information gap and ensure co-ordination between different agents.This process has been enabled at a zero cost.

By providing information the time required in effectively carrying out various activities is reduced significantly and collective benefits accrue faster.The easily-accessible information process also enables speedy resource mobilisation in terms of both human and material resources.The beneficiaries continue to participate motivated by the prospect of gaining further and a self-regenerating framework of two-way linkages thereby establishes itself.

Altruism - Bringing about change

The seeds sown by altruism are not restricted to the immediate, short-term results. Societal transformation is a gradual process involving a lot of attitudinal changes and overcoming entrenched resistance to new ideas. Altruism sets in motion the process of change, chipping away gradually at old attitudes and enables communication between agents of change. The model seeks to create a synthesis between various streams of thought and bring about an overall qualitative improvement of society.

The model does not have a rigid set of principles which are inviolable. There are certain unalterable basic tenets such as the notion of service which is at the heart of the concept. However the model has been designed in a flexible vein with an unlimited potential for further evolution. With time society’s expectations undergo changes and the biggest challenge is to bring the model in step with socio-economic realities. The dynamism inherent in the model will definitely facilitate this process.

How can the human mind be oriented towards working for a collective societal transformation? How can individual selfishness be reconciled with working voluntarily for the common good of society? What brings forth the motivation?

The process of service involves recognition and prestige in the eyes of society. The goodwill and the social standing earned will improve the doer’s self-esteem and stimulate the desire to think further and operate on innovative lines. Thus the element of selfishness inherent in individual desires is satisfied with society ending up as the overall gainer.

By

Sunil J. Mathew, .

George M. Alex, .