Networking for the “bottom of the pyramid”?


Most IT initiatives targeting the digital divide in countries like India are overwhelmingly focused on rural India. In fact, it wouldn’t be a stretch to say that a the entire ICT4D (Information and Communication for Development) community maps the digital divide onto a rural-urban dichotomy. Generally speaking, urban India’s encounter with IT and cyberculture has been taken for granted and is largely middle-upper class and English-centric. Finally, it looks like entrepreneurs are making amends –

The best-known networking sites connect the computer-savvy elite to one another. Babajob, by contrast, connects the Indian elite to the poor at their doorsteps, people who need jobs but lack the connections to find them. Job seekers advertise skills, employers advertise jobs and matches are made through “friend-of-a-friend” networks. For example, if Rajeev and Sanjay are friends, and Sanjay needs a chauffeur, he can surf onto Rajeev’s page, travel onto the page of Rajeev’s chauffeur and then see which of the chauffeur’s friends happen to be looking for similar work.

Sean Blagsvedt, founder of, also seems to have paid close attention to the dynamics of social networks in India and figured out ways to incorporate them in ways that would make financially viable. And needless to say, VCs can’t wait to get involved.

In India, a businessman looking for a chauffeur might ask his friend, who might ask his chauffeur. Such connections provide a kind of quality control. The friend’s chauffeur, for instance, will not recommend a hoodlum, for fear of losing his own job. To recreate this dynamic online, Babajob pays people to be “connectors” between employer and employee. In the example above, the businessman’s friend and his chauffeur would each earn the equivalent of $2.50 if they connected the businessman with someone he likes.

While I understand that this is an important and timely innovation from the perspective of Web 2.0 business in India, there are at least three significant problems that cannot be overlooked. First, will only help if you have a connection or two already. A migrant construction worker, for instance, has little to gain by having a profile on Second, the name itself bothers me – “babajob.” The word “baba” connotes very clear class distinctions and positions this network far away from sites such Linkedin.

Finally and most important, the fact that is itself in English makes it abundantly clear that this isn’t so much a social network for the poor as it is a network for elites in cities like Bangalore to find cooks, drivers, peons and so on. Pankuja, for example, doesn’t speak English and is unlikely to log on to to check out job postings or begin using the Web for other purposes. At one level, this is little more than a word-of-mouth elite network that now has an online version.

More here. Check out this slideshow explaining how babajob came to be. And you can browse profiles of job seekers here.


8 Responses to “Networking for the “bottom of the pyramid”?”

  1. swati Says:

    Fascinating stuff! And you are absolutely right about the three problems you identified with the website. I cannot wait for them to add drop down menus where the employer can choose the exact weight, height, colour of skin of the person he/she wishes to employ.

  2. aswinp Says:

    Thanks, swati-bandi!

    Also, I went back and took a look at the job ads, and an overwhelming number of them are from folks who live in Koramangala, Indira Nagar, M G Road, RMV Extension, Frazer Town, and so on. I think there is an argument to be made about how this social network is based on a very specific spatial imagination of Bangalore as a city. These are the areas where the IT folks live, and are areas of the city that are the posh ones. I suspect BSK II stage, N R Colony, or Shanti Nagar will not feature prominently at all.

  3. George's Thoughts Says:


    For the most part I agree with you and enjoy reading your posts.

  4. aswin Says:

    Thanks, George!

  5. Jane Goody Says:

    Not that I’m totally impressed, but this is more than I expected for when I found a link on Digg telling that the info is awesome. Thanks.

  6. Indermeet Says:

    Interesting summary. While browsing online, i foundd alternative approach to babajob is Addresses some of the problems indicated above.

  7. Mentoring & Networking in the BOP | Jilly Chen – EGR 495 Journal Says:

    […] […]

  8. Jilly Chen – EGR 495 Journal Says:

    […] that do the same thing without the internet? Why not just use personal connections directly? […]

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