Developing ambidexterity in children: Understanding social change through the social marketing framework

Abstract

This article highlights the extent of social change brought about through social innovation and empathy at the Veena Vadini School in a small village of Madhya Pradesh, India. Using the social marketing framework, the article describes how the unique initiative of setting up a school of ambidextrous children led to lasting positive social change in the region. The initiative led to a change in the behaviour of the community towards education, alcoholism, dowry, agriculture, employment, health, sanitation and antisocial activities. © 2018 Tata Institute of Social Sciences. All rights reserved.