When many companies prefer to pursue corporate social responsibility as an activity extraneous to organisational functions, Hyderabad –based iridium Interactive has embraced it as a human resource policy and is hiring the visually challenged without batting an eyelid.

Chances are that a casual or even a business visitor to iridium Interactive‘s offices will spend a good half hour in the Internet consultancy firm without seeing the truth. About 5% of the employees are visually challenged. They go about their work like any other professional, sitting at their desktops, making presentations, interacting with US-based clients and even heading projects. Even the headphones that help them with the screen-reader software do not stand out as they are so ubiquitous in an office with a young crowd.

When Sriram Bharatam, the CEO & Founder of iridium Interactive went ahead and hired these professionals, they were absorbed into the workforce seamlessly after just one orientation programme and within half-a-working-day. It was the “inclusion” workshops held for the other employees blessed with vision, which took up many many hours and workdays.

Sriram is a social entrepreneur who first made waves after the Orissa Cyclone in 1999. Leveraging the power of the Internet, he floated a website, CauseanEffect to raise $ 1.5 million in 45 days to help the victims. While he went on to win the Kauffman Community award for Social Entrepreneurship for this effort, he had already launched several other social re-engineering projects in the areas of sustainable livelihood, rescue and rehabilitation, animal care, health and nutrition and childcare and education.

Spotting the right kind of talent

Meanwhile, a chance encounter with a blind engineer hired as a telephone operator urged Sriram to give this wasted pool of talent a fresh lease of life. “I did some research and found that most blind professionals, no matter how qualified they were, had been hired only for odd jobs”. EnableIndia, a leading NGO working in the disability sector supported Iridium in identifying disabled talent and inducting them. The people hired proved themselves to be no less or perhaps even better in terms of enthusiasm, adherence to deadline and quality of work. Soon, iridium Interactive made it part of its human resource policy to be an equal opportunities and equal pay employer.

iridium Interactive employs the visually challenged and is an ‘equal opportunity and equal pay’ employer, headed by social entrepreneur Sriram Bharatam

Today, in addition to the visually challenged persons, a professional with cerebral palsy works at Iridium. They are all mostly graduates. What do they do? “They are engaged in programming, database and server management functions,” reveals Sriram. Is the office specially equipped to help them perform their duties? Do they need additional training and work-aids?

Sriram scoffs at the question. “Have you ever felt the ‘F’ and ‘J’ letters on your computer keyboard? There is a slight protrusion. None of us even notice it. But it is with the help of these two keys alone that the visually challenged manage to negotiate with typewriters, computers, phones (check the number 5)—they are already designed with such interventions.” he says. Desktop software like MS office, “shortcuts” and keyboard combinations are designed to enable use by the visually challenged. “You would be amazed to see the speed with which they manage the keyboard just using shortcuts,” he adds.

Working for web accessibility

iridium Interactive has also forayed into making and testing websites, intranets and software products accessible for the blind. Web accessibility for the blind has become a mantra of sorts for Sriram. A random survey of all the Internet sites of Indian origin revealed that most were inaccessible to the blind. In contrast, in most countries abroad accessibility to physical structures and cyber spaces including Internet sites are mandated by law. Ironically, 1% of India’s population (around 12 million people) suffer from some form of blindness and this number is estimated to go up to 24.1 million by 2020

Sriram has been lobbying with policy makers to make the necessary changes in the Disabilities law, the Right to Information law and other related statutes to make web accessibility a must. “Imagine the future scenario which would be further dominated by the Internet—the physically and visually challenged will be marginalised,” he points out. According to him India Inc is neither aware nor interested in taking steps to undo this. “We have approached several entities. It is not just the corporate, even government sites and social organisations are lagging behind,” he points out.

Most websites of Indian origin are not accessible to the blind. iridium redesigns them to make them so. But there are few takers.

At present though, iridium Interactiveis in the last leg of making rediff.com accessible. “The redesigning is not just for the blind, but for the colour blind, those with eye defects and weak sight,” he clarifies. According to him, most sites can be re-designed to make them accessible to all at just a fraction of the initial cost. If the accessibility is planned at the launch of a site, a separate section can also be designed. But there are not many takers.

Undeterred by the lack of enthusiasm, Sriram is striving on. For a Media Labs Asia and Rehabilitation Council of India initiative, iridium Interactive has designed and developed a website for the challenged, www.punarbhava.in This site hosts all rules and regulations –both domestic and international—on disabilities. It showcases all products and helping aids for the disabled. It has also put up a disability registry to help the physically challenged register for a certificate or for other facilities.

Software pros aid disability certification

Iridium was specifically assigned this task because it has already worked in the area of disability certifications. Going out to rural areas in Andhra Pradesh, software engineers from iridium conduct ‘disability melas’ over weekends and have awarded 6000 certificates of disability last year. “A disability certificate is very important for the challenged. It helps them access several benefits throughout life. But it takes nearly two years for a disabled person to get this document. So iridium has stepped in and works with the authorities to help speed up the process,’ Sriram says. The disability mela has also become an IT-fraternity and family- and -friends mela of sorts as everyone ropes in everyone they know and it is growing in popularity.

Software engineers from iridium Interactive tour rural areas in Andhra Pradesh during weekends to distribute disability certificates to the visually and physically challenged. 6000 certificates have been distributed in association with the authorities last year, speeding up the process which normally takes two years.

Working on solutions to help the deaf access multimedia content (which is captioned in detail), the blind to understand graphics (screen-readers that convey graphics and images too), and handicapped to work without a mouse, iridium has a fast growing business in this space too.

Among the various projects is an Intranet with a potential 10,000 users across a business school campus in the US which is to be made accessible to the handicapped.
Another revolves around making telecom products similarly accessible as well as software solutions for use in a call centre where the visually challenged are to be employed. For all of these assignments, iridium Interactive actively employs the services of the handicapped. “We have signed MoUs with organisations that care for the disabled and we hire them from there to help us in these assignments,” says Sriram. He plans to set up an Accessibility Lab in Hyderabad to facilitate further research and development in this area.

In the beginning there was some discomfort within the organisation and some “unchallenged” employees left, feeling challenged in the new atmosphere. But now it has become an accepted practice and people hardly discuss the issue. In fact, there have been instances where employees are inspired by the visually challenged in their midst and have worked harder. Isn’t this a grand vision that has made an HR practice turn into a corporate social responsibility activity, fuelling enterprise growth as well… …to Cause an Effect?

In keeping with this, an eponymous portal for the differently abled community has been launched in India – developed by iridium Interactive, on behalf of Media Lab Asia, a unit of the Indian Department of Information Technology, and the Rehabilitation Council of India (RCI), a federal body dealing with rehabilitation of the disabled.

The first phase of the portal, http://www.punarbhava was launched in March 2008 by Smt. Meira Kumar Hon’ble Union Minister for Social Justice & Empowerment and Dr. Shakeel Ahmed Hon’ble Minister of State for Communications & Information Technology.

Punarbhava is an excellent example of the efficient use of ICT and the web medium for the betterment of the differently-abled.

The aim of Punarbhava is to create and run a comprehensive Internet Portal, which collects specialised information and useful services for all the people involved in the disability issue as an information database, sources of daily updated news and media for the development of the disability and rehabilitation sector in India.

There will be an array of resources like films documentaries, list of publications and institutions for users to download a repository of books in text, audio and multimedia mode. Not only that in schools where computer based printing system is available the text in language script or Braille script can be printed locally. Users could also access a complete database on NGOs working in the field of disability in India and network with sponsors for financing projects for the welfare of the disabled.. The user can view and even download all government orders, laws, circulars related to disability and disability certificate form. Not just this, the disabled-friendly texts in audio, video and multimedia mode will be cataloged and stored in web format for easy download.Besides, a dedicated section will be available for information on professional personnel and students being trained as specialists to deal with disability related issues. Currently there are 30000 such professionals in the country and an estimated 5,000 persons register themselves for fresh training every year. A closed user group would be launched to unite them and other stakeholders.

Objective: To help issue Disability Certificates, free bus passes and free rail passes to the differently abled persons of Gandeed Mandal, Ranga Reddy District by bring together Disabled Welfare Department of Government of Andhra Pradesh, Doctors from Government Hospitals, Mandal representatives, AP Road Transport and Indian Railways through the co-ordination of Cause an Effect Foundation.

It was a scorching day in Gandeed mandal – A dusty non-descript ‘town’ in Ranga Reddy District 110 kms away from Hyderabad. But it was not a normal day or just another day – as a 6 member team of Cause an Effect foundation were actively involved in organizing and conducting a Differently abled camp. A camp where the Disabled Welfare Department of AP, Medical professionals from Govt Hospitals and Mandal representatives were brought together and issues Disability certificates for the differently abled people of the mandal. This helped cut down what would otherwise been an arduous 6 month going from one government officer to other process, to just a few hours. This not only helped the differently abled people get their certificates which is fundamental right, but also helped in awareness and reaping some of the benefits that come with the certificate – a free bus pass. AP Road Transport

officials were also

brought in expressly for this purpose and were issues many bus passes. It would have been better if the Indian Railways officials were also present to rightfully issue free rail passes, but for reasons only understandable to them, they chose not to turn up.

Mr. Rahul Ganti, employee of intellisight, volunteer of Cause an Effect believes it is important for Corporates and citizens to work with the society to bring in fundamental changes in the society. He wowed to come back and this time bring more volunteers from his company. Laxmikanth, a student from BITS had a most humbling experience working with the ‘real’ India. He claims no other day of his winter holidays has this much impact on him. He is continuing the good work from his university. Whoever says that Corporates are only interested in the bottomline should have seen all these volunteers in action

helping alleviate the suffering of people who are really at the ‘bottom’ line.

This camp was the fruit of tireless efforts

of our Cause an Effect Foundation Project Co-ordinator Mr. Ramakrishna who was running from Collectorate

to Government Hospitals to Disabled Welfare board to APSRTC offices to get

this camp going. It took nearly 3 months of effort for this camp to be organised and all get all necessary clearances from the government bodies. But in the end, it was all worth it as 332 disability certificates and 330

free bus passes were issued. Of the estimated 15 thousand disabled people of RR dist, 2.2% was taken care of one day. Needless to say, 97% still

to go. Lets get working ‘for a few tears less’! NP

Punarbhava is a Pali word for “renewed becoming”. It refers to the process of rebirth after death and is synonymous with samsara. Rebirth in Buddhism does not mean reincarnation, in the sense of an eternal, separate soul transferring to a new body. Rather it is the continuation of the psyche with its conditioning and habits. Each rebirth is a new life.

Punarbhava is an excellent example of the efficient use of ICT and the web medium for the betterment of the differently-abled. The aim of Punarbhava is to create and run a comprehensive Internet Portal, which collects specialized information and useful services for all the people involved in the disability issue as an information database, sources of daily updated news and media for the development of the disability and rehabilitation sector in India. – added Pratap T. P., Chief Marketing Officer, iridium Interactive.

There will be an array of resources like films documentaries, list of publications and institutions for users to download a repository of books in text, audio and multimedia mode. Not only that in schools where computer based printing system is available the text in language script or Braille script can be printed locally. Users could also access a complete database on NGOs working in the field of disability in India and network with sponsors for financing projects for the welfare of the disabled” – added Manish Kumar, Practice Head, iridium Interactive.

The user can view and even download all government orders, laws, circulars related to disability and disability certificate form. Not just this, the disabled-friendly texts in audio, video and multimedia mode will be cataloged and stored in web format for easy download.Besides, a dedicated section will be available for information on professional personnel and students being trained as specialists to deal with disability related issues. Currently there are 30000 such professionals in the country and an estimated 5,000 persons register themselves for fresh training every year. A closed user group would be launched to unite them and other stakeholders. iridium Interactive has been actively involved in ensuring web accessibility and inclusion of the differently abled – and this was the main reason for leading organisations like Media Lab Asia & Rehabilitation Council of India (RCI) to have selected iridium Interactive for this important assignment. It is a chance through the power of the Internet to unite on a global scale and influence matters in local, regional and international attitudes and thinking” – said Sriram Bharatam, CEO, iridium Interactive.

Key highlights of this event included sessions, special tracks, round tables and panel discussions covering all the aspects of the IT and ITES industry. The Global CSR Conclave track covered broad spectrum of issues related to the new CSR model the companies need to incorporate, that could play an instrumental role in not just developing the country’s social space, but also extending India’s edge in the global markets. Some of the prominent speakers covering Track-sessions:

• Prof. Amartya Sen, Noted Economist & Nobel Laureate
• Larry Irving, Former Assistant Secretary, U.S Department of Commerce; Former principal advisor to U.S President, Vice President and Secretary of Commerce on Information & Communication policy issues
• Dr.Paul Ackerman, Advisor, Accessibility Practice – iridium Interactive Limited
• Nandan Nilenkani, CEO & Managing Director, Infosys
• Kiran Karnik, President, NASSCOM
• Saurabh Srivastava, Chairman NASSCOM Foundation; President TiE Delhi; Founder, Xansa India
• Harish Mehta, Chairman & Managing Director, Onward Technologies Ltd; Vice Chairman, NASSCOM Foundation
• Dr. Lavanian, Former Co- Convener Sub committee on Standards, Govt. Task Force for Telemedicine
• Dr. Ganapathy, Head, Apollo Telemedicine Foundation; President, Neurological Society of India; Secretary, Asian Australasian Society of Neurological Surgery
• Dr. Hegde, Deputy Director-A, ISRO
• Dr. Kim, Arvind Eye Hospital
• Dr. Devi Shetty, Narayana Hrudayalaya

Dr.Paul Ackerman spoke on “Tapping the invisible workforce”.

Dr. Paul R Ackerman, International consultant – Disability & Leadership and Advisor Accessibility Practice – iridium Interactive Limited earlier held the position of Associate Director of the National Institute on Disability and Rehabilitation Research (NIDRR), a unit of the Office of Special Education and Rehabilitative Services of the US Department of Education. In that position he directed all program planning, budgeting and evaluation for NIDRR, funded at 120 million dollars with over 400 grantees and ten different research, development, and technical assistance categories of funding. Prior to this, he was the Director of International and Interagency Activities for NIDRR, where he was responsible for international program of research, exchange and intergovernmental relations, and a coalition of Federal representatives of programs which fund research in the rehabilitation of Americans with disabilities and their families.

He has served Federal agencies dealing with domestic and international rehabilitation and special education for over thirty years. He taught special education and rehabilitation courses at Columbia University and the University of Maryland; he directed special education programs at the State government level in Kansas, and he was Assistant Executive Secretary of the Council for Exceptional Children. He has also done clinical and research work for the Menninger Foundation in Topeka, Kansas, Highland Psychiatric Hospital in Asheville, North Carolina and the Center for Urban Education in New York City.

Dr. Ackerman has a Baccalaureate and a Master’s degree in Clinical Psychology from Willamette University, Salem Oregon, and the University of Kansas respectively. His Ph.D. is in special education and child psychology from Columbia University, New York City.

He is the co-author of three books on parenting. “Between Parent and School” was written for families of children at risk for disability. “Signals” was on the Book-of-the-Month Club lists for four years. “Parents After Thirty” was translated into four languages. He was also the single author of a treatment research book in special education and is the author of many chapters and articles in journals and collections.

About iridium Interactive (ii)

ii is a full service internet consultancy firm, integrating strategy, design technology & online marketing to build user centric e-business & e-learning solutions. With a track record of 7+ years of experience and more than 200+ engagements across the globe with offices in London, New York, Los Angeles, Hamburg, Singapore, New Delhi & Hyderabad. ii is committed to the cause of making the web accessible to the visually impaired and differently-abled.

A report commissioned by the United Nations recently found that none of the Indian websites tested met even the most basic accessibility standards for the disabled. “The results were very disappointing. It is important for commercial, legal and moral reasons that websites put in place a strategy for accessibility”, said Alex Metcalfe of Nomensa, the agency which tested leading websites in five different sectors across 20 countries for the UN.

In order to reach the minimum standards — tested against the Web Content Accessibility Guidelines (WCAG) — websites needed to provide adequate text descriptions for graphical content so that visually impaired people could ‘read’ pictures. They also didn’t follow industry web standards for programming code, meaning the foundations for web accessibility simply were not there.

“Only eight to 10 websites of private companies are accessible to the disabled in India,” said Sriram Bharatam, founder of iridium Interactive who has advised many clients both in India and abroad on how to make their websites accessible.

But why don’t more firms keep accessibility in mind? “Companies, especially those in e-commerce, just don’t realise the market potential. For just 10% more cost, they can increase access and improve bottomlines,” points out Sriram.
Making a site accessible doesn’t mean replacing attractive graphics with an austere look and a big typeface. “I tell people, don’t get rid of the flash players or animation but just provide users an alternative,” adds Sriram.

iridium, which is setting up three web accessibility testing centres, is also working with the Nasscomm Foundation on its disability initiative.

“The web isn’t just about information. Nowadays, employment also depends on one’s technology quotient,” points out Rufina Fernandes, CEO of Nasscom Foundation. The Foundation is trying to improve web accessibility by working on guidelines that could apply to both government and private websites.

“The aim is to formulate criteria so that organisations can make their web initiatives accessibility-standards compliant,” adds Rufina. Some simple changes — such as describing graphics and audio using text, allowing the user to increase typesize or change background — can make a site friendly to those with disabilities.

The government, too, has finally made a start, with the ministry of social justice and empowerment setting the process in motion. “We have written to the DG, National Informatics Centre in this regard. But since certain compliancy standards have to be formulated and all government websites redesigned, it might take some time,” said Ashish Kumar, deputy director general.

Till then, small tasks like making a railway reservation or checking their bank balance will be out of bounds for the millions who are disabled in the country. Says Charudutta Jadhav, visually challenged former national chess champion who navigates cyberspace with a screen-reader (a software utility that reads web pages out aloud, “A simple thing like reading a newspaper can be a great joy. And only web access can make it possible.”