TED@Bangalore
Arunachalam Muruganantham: How I started a sanitary napkin revolution!
Arunahalam Muruganantam (Arunachalam Muruganantham): Kako sam započeo revoluciju higijenskog uloška!
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Kada je shvatio da je njegova supruga bila prinuđena da bira između kupovine hrane za porodicu i svojih mesečnih ‚‚zaliha", Arunahalam Muruganantam joj je obećao da će pokušati da prevaziđe nedostak higijenskih uložaka. Njegovo istraživanje je postalo veoma lično - i dovelo ga je do stvaranja važnog poslovnog modela. (Snimljeno u Bangaloru kao deo TED globalne potražnje za talentima).
Arunachalam Muruganantham - Inventor
Arunachalam Muruganantham created a system of simple machines to make modern sanitary napkins -- giving millions of women in his home country and around the world access to hygiene. Full bio
Arunachalam Muruganantham created a system of simple machines to make modern sanitary napkins -- giving millions of women in his home country and around the world access to hygiene. Full bio
Double-click the English transcript below to play the video.
00:17
So I tried to do a small good thing for my wife.
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Pokušao sam da uradim nešto lepo za moju ženu.
00:21
It makes me to stand here,
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To me je dovelo ovde,
00:23
the fame, the money I got out of it.
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proslavilo me, donelo mi novac.
00:26
So what I did, I'd gone back to my early marriage days.
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Vratio bih se na prve dane mog braka.
00:29
What you did in the early marriage days,
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Svako na početku braka
00:31
you tried to impress your wife. I did the same.
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pokušava da impresionira svoju ženu.
Pokušao sam isto to.
Pokušao sam isto to.
00:34
On that occasion, I found my wife
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Jednom prilikom, zatekao sam ženu
00:37
carrying something like this.
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kako nosi nešto ovakvo,
00:39
I saw. "What is that?" I asked.
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Video sam. "Šta je to?", upitao sam je.
00:41
My wife replied, "None of your business."
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Moja žena je odgovorila: "Ne tiče te se."
00:45
Then, being her husband, I ran behind her
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Onda, budući da sam joj muž, pošao sam za njom
00:47
and saw she had a nasty rag cloth.
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i video da nosi groznu otrcanu krpu.
00:48
I don't even use that cloth to clean my two-wheeler.
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Takvom krpom ne bih obrisao ni svog dvotočkaša.
00:51
Then I understood this -- adapting that unhygienic method
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Onda sam shvatio ovo - ona koristi tu nehigijensku stvar
00:54
to manage her period days.
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u svojim menstrualnim danima.
00:56
Then I immediately asked her, why are you [using] that unhygienic method?
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Odmah sam je upitao, zašto koristi
tako nehigijensku metodu?
tako nehigijensku metodu?
00:58
She replied, I also know about [sanitary pads],
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Odgovorila mi je: "Znam da postoje i higijenski ulošci,
01:02
but myself and my sisters, if they start using that,
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ali moje sestre i ja, kada bi one počele da ih koriste
01:05
we have to cut our family milk budget.
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morali bismo manje da trošimo na mleko.
01:07
Then I was shocked. What is the connection between
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Bio sam zatečen. Kakve veze imaju higijenski ulošci
01:09
using a sanitary pad and a milk budget?
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sa kupovinom mleka?
01:10
And it's called affordability.
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U pitanju je pristupačnost.
01:13
I tried to impress my new wife by offering her a packet of sanitary pads.
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Probao sam da impresioniram svoju novu ženu
pakovanjem higijenskih uložaka.
pakovanjem higijenskih uložaka.
01:17
I went to a local shop, I tried to buy her a sanitary pad packet.
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Otišao sam u obližnju prodavnicu,
da bih joj kupio pakovanje higijenskih uložaka.
da bih joj kupio pakovanje higijenskih uložaka.
01:20
That fellow looks left and right,
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Dečko u radnji je pogledao levo, pa desno,
01:22
and spreads a newspaper, rolls it into the newspaper,
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razvio novine i u nih smotao pakovanje uložaka,
01:24
gives it to me like a banned item, something like that.
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pružio mi ih je kao da su zabranjeni ili nešto slično.
01:28
I don't know why. I did not ask for a condom.
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Ne znam zašto. Pa nisam mu tražio kondom.
01:32
Then I took that pad. I want to see that. What is inside it?
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Pogledao sam uložak. Hteo sam da vidim.
Šta li je unutra?
Šta li je unutra?
01:36
The very first time, at the age of 29,
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Tada sam, prvi put u životu, u 29. godini,
01:40
that day I am touching the sanitary pad, first ever.
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dodirnuo higijenski uložak, prvi prvcati.
01:42
I must know: How many of the guys here have touched a sanitary pad?
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Moram da znam: koliko momaka ovde
je dodirnulo higijenski uložak?
je dodirnulo higijenski uložak?
01:47
They are not going to touch that, because it's not your matter.
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Ne morate to da dodirujete jer to nije vaša stvar.
01:52
Then I thought to myself, white substance, made of cotton --
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A onda sam se zamislio, bela pamučna supstanca -
01:55
oh my God, that guy is just using a penny value of raw material --
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o bože, ovaj čovek koristi
sirovinu koja košta jedan peni -
sirovinu koja košta jedan peni -
01:58
inside they are selling for pounds, dollars.
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a prodaje je za funte, dolare.
02:01
Why not make a local sanitary pad for my new wife?
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Zašto ne bih napravio domaći
higijenski uložak za moju novu ženu?
higijenski uložak za moju novu ženu?
02:05
That's how all this started, but after making a sanitary pad,
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Tako je sve ovo počelo,
ali kada napravim higijenski uložak,
ali kada napravim higijenski uložak,
02:08
where can I check it?
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gde da ga isprobam?
02:10
It's not like I can just check it in the lab.
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Ne mogu baš da ga proverim u laboratoriji.
02:13
I need a woman volunteer. Where can I get one in India?
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Treba mi ženski dobrovoljac.
Gde da je nađem u Indiji?
Gde da je nađem u Indiji?
02:16
Even in Bangalore you won't get [one], in India.
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Nema ih čak ni u Bangaloru, u Indiji.
02:20
So only problem: the only available victim is my wife.
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Dakle, jedina žrtva je bila moja žena.
02:25
Then I made a sanitary pad and handed it to Shanti -- my wife's name is Shanti.
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Napravio sam higijenski uložak i dao ga Šanti -
moja žena se zove Šanti.
moja žena se zove Šanti.
02:30
"Close your eyes. Whatever I give,
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"Zažmuri. Ovo što ću ti dati
02:31
it will be not a diamond pendant
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nije dijamantski privezak
02:33
not a diamond ring, even a chocolate,
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nije dijamtski prsten, nije čak ni čokolada,
02:34
I will give you a surprise with a lot of tinsel paper rolled up with it.
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daću ti jedno iznenađenje zamotano
u puno sjajnog papira.
u puno sjajnog papira.
02:38
Close your eyes."
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Zatvori oči."
02:40
Because I tried to make it intimate.
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Potrudio sam se da bude intimno.
02:43
Because it's an arranged marriage, not a love marriage.
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Jer to je ipak ugovoren brak, ne brak iz ljubavi.
02:46
(Laughter)
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(Smeh)
02:48
So one day she said, openly, I'm not going to support this research.
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Onda mi je jednog dana otvoreno rekla:
"Ne podržavam ovo istraživanje."
"Ne podržavam ovo istraživanje."
02:52
Then other victims, they got into my sisters.
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A onda su usledile druge žrtve, moje sestre.
02:55
But even sisters, wives, they're not ready to support in the research.
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Ali čak ni moje sestre, supruge, nisu bile spremne
da podrže moje istraživanje.
da podrže moje istraživanje.
02:58
That's why I am always jealous with the saints in India.
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Zato ću uvek biti ljubomoran na svece u Indiji.
03:01
They are having a lot of women volunteers around them.
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Uvek imaju puno ženskih dobrovoljaca oko sebe.
03:05
Why I am not getting [any]?
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Zašto ih ja nemam?
03:07
You know, without them even calling, they'll get a lot of women volunteers.
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Znate ono, čak iako ih ne potraže,
imaće puno ženskih dobrovoljaca.
imaće puno ženskih dobrovoljaca.
03:15
Then I used, tried to use the medical college girls.
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A onda sam pokušao sa devojkama
sa medicinskog fakulteta.
sa medicinskog fakulteta.
03:18
They also refused. Finally, I decide,
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I one su odbile. Konačno, odlučio sam
03:21
use sanitary pad myself.
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da sam isprobam higijenski uložak.
03:23
Now I am having a title like
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Sada imam titulu poput
03:26
the first man to set foot on the moon.
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prvog čoveka koji je stao na mesec.
03:30
Armstrong. Then Tenzing [and] Hillary, in Everest,
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Armstrong. Kao Tenzing i Hilari, na Everestu,
03:33
like that Muruganantham is the first man
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Muruganantam je prvi muškarac
03:35
wore a sanitary pad across the globe.
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koji je nosio higijenski uložak na svetu.
03:39
I wore a sanitary pad. I filled animal blood in a football bottle,
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Nosio sam higijenski uložak.
Napunio sam bočicu životinjskom krvlju
Napunio sam bočicu životinjskom krvlju
03:42
I tied it up here, there is a tube going into my panties,
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i privezao je ovde, jedna cev mi je išla do gaćica,
03:45
while I'm walking, while I'm cycling, I made a press,
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kako sam hodao, vozio bicikl, pritiskao sam je,
03:47
doses of blood will go there.
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a doza krvi bi završila tamo.
03:50
That makes me bow down to any woman in front of me
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Zbog toga sada mogu da se
poklonim pred svakom ženom
poklonim pred svakom ženom
03:54
to give full respect. That five days I'll never forget --
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da joj odam poštovanje. Tih pet dana
nikada neću zaboraviti -
nikada neću zaboraviti -
03:57
the messy days, the lousy days, that wetness.
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te neuredne dane, te grozne dane, tu vlažnost.
03:59
My God, it's unbelievable.
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Bože, bilo je neverovatno.
04:05
But here the problem is, one company is making napkin
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Ali problem je u tome što
jedna kompanija proizvodi uloške
jedna kompanija proizvodi uloške
04:10
out of cotton. It is working well.
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od pamuka. I to dobro funkcioniše.
04:12
But I am also trying to make sanitary pad with the good cotton. It's not working.
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Takođe pokušavam da napravim higijenski uložak
od finog pamuka. To nije funkcionisalo.
od finog pamuka. To nije funkcionisalo.
04:15
That makes me to want to refuse to continue this research and research and research.
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Zbog toga sam poželeo da odustanem
od svog ovog istraživanja.
od svog ovog istraživanja.
04:19
You need first funds.
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Pre svega, trebaju vam finansijska sredstva.
04:20
Not only financial crises, but because of the sanitary pad research,
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Ne samo zbog ekonomske krize,
već i zbog istraživanja uložaka.
već i zbog istraživanja uložaka.
04:24
I come through all sorts of problems, including
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Nailazio sam na svakakve probleme, uključujući i
04:27
a divorce notice from my wife.
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predlog za razvod braka od moje žene.
04:30
Why is this? I used medical college girls.
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Zbog čega? Koristio sam devojke
sa medicinskog fakulteta.
sa medicinskog fakulteta.
04:33
She suspects I am using as a trump card
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Ona je posumnjala da koristim
istraživanje kao opravdanje
istraživanje kao opravdanje
04:36
to run behind medical college girls.
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da provodim vreme sa devojkama sa
medicinskog fakulteta.
medicinskog fakulteta.
04:38
Finally, I came to know it is a special cellulose
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Konačno sam shvatio da su ulošci napravljeni
od posebne vrste celuloze
od posebne vrste celuloze
04:41
derived from a pinewood, but even after that,
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koja se dobija iz borovog drveta, ali čak i tada
04:44
you need a multimillion-dollar plant like this
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trebalo mi je ovakvo postrojenje
vredno više miliona dolara
vredno više miliona dolara
04:46
to process that material. Again, a stop-up.
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da bih stvorio takav materijal.
Još jedna prepreka.
Još jedna prepreka.
04:49
Then I spend another four years to create my own
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Onda sam proveo naredne
četiri godine stvarajući svoj
četiri godine stvarajući svoj
04:53
machine tools, a simple machine tool like this.
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mašinski alat, prost mašinski alat kao ovaj.
04:56
In this machine, any rural woman can apply the same
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Sa ovom mašinom, svaka žena
na selu može da koristi istu
na selu može da koristi istu
04:59
raw materials that they are processing in the multinational plant,
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sirovu građu koju prerađuju
u multinacionalnim fabrikama,
u multinacionalnim fabrikama,
05:02
anyone can make a world-class napkin at your dining hall.
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svako može da napravi uložak
svetske klase u svojoj trpezariji.
svetske klase u svojoj trpezariji.
05:05
That is my invention.
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To je moj izum.
05:09
So after that, what I did,
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A šta sam uradio posle toga?
05:11
usually if anyone got a patent or an invention,
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Obično, kada neko patentira svoj izum,
05:15
immediately you want to make, convert into this.
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želi odmah da ga pretvori u ovo.
05:18
I never did this. I dropped it just like this,
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Nisam to uradio. Odbacio sam ih ovako
05:21
because you do this, if anyone runs after money,
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jer oni koji jure za novcem
05:25
their life will not [have] any beauty. It is boredom.
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gube čar u životu. To je dosadno.
05:29
A lot of people making a lot of money, billion,
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Mnogi ljudi zarađuju puno novca, milijarde,
05:31
billions of dollars accumulating.
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milijarde dolara se gomilaju.
05:33
Why are they coming for, finally, for philanthropy?
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Čemu se na kraju svi okrenu, filantropiji?
05:35
Why the need for accumulating money, then doing philanthropy?
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Zašto potreba za gomilanjem novca,
pa tek onda za filantropijom?
pa tek onda za filantropijom?
05:39
What if one decided to start philanthropy from the day one?
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Šta ako neko odluči da od
prvog dana krene kao filatrop.
prvog dana krene kao filatrop.
05:42
That's why I am giving this machine
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Zato ja poklanjam ovu mašinu
05:45
only in rural India, for rural women, because in India,
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samo ruralnim predelima u Indiji,
ženama sa sela jer u Indiji,
ženama sa sela jer u Indiji,
05:49
[you'll be] surprised, only two percent of women
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iznenadićete se, samo dva posto ženske populacije
05:52
are using sanitary pads. The rest, they're using a rag cloth,
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koristi higijenski uložak. Ostale koriste otrcane tkanine,
05:55
a leaf, husk, [saw] dust, everything except sanitary pads.
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lišće, ljusku, piljevinu, sve osim higijenskih uložaka.
05:59
It is the same in the 21st century. That's why I am going
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Isto je i u 21. veku. Zato sam odlučio
06:01
to decide to give this machine only for poor women across India.
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da ovu mašinu poklonim samo
siromašnim ženama u Indiji.
siromašnim ženama u Indiji.
06:05
So far, 630 installations happened in 23 states
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Do sada je postavljeno 630 instalacija u 23 države
06:08
in six other countries.
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i šest drugih zemalja.
06:11
Now I'm on my seventh year sustaining against
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Sada već sedam godina istrajavam u borbi protiv
06:16
multinational, transnational giants -- makes all MBA students a question mark.
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multinacionalnih džinova - tako
da se svi MBA studenti zapitaju.
da se svi MBA studenti zapitaju.
06:21
A school dropout from Coimbatore, how he is able to sustaining?
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Čovek iz Koimbatorea koji nije završio školu,
kako on može da opstane?
kako on može da opstane?
06:24
That makes me a visiting professor and guest lecturer in all IIMs.
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Zbog toga sam gostujući profesor i predavač
na svim indijskim institutima za menadžment.
na svim indijskim institutima za menadžment.
06:30
(Applause)
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(Aplauz)
06:35
Play video one.
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Pusti prvi video.
06:38
(Video) Arunachalam Muruganantham: The thing I saw in my wife's hand, "Why are you using that nasty cloth?"
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(Video) AM: Video sam nešto u ženinoj ruci:
"Zašto koristiš tu groznu krpu?"
"Zašto koristiš tu groznu krpu?"
06:43
She replied immediately, "I know about napkins, but if I start
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Odmah mi je odgovorila:
"Znam da postoje ulošci, ali ako počnem
"Znam da postoje ulošci, ali ako počnem
06:47
using napkins, then we have to cut our family milk budget."
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da ih koristim, moraćemo
da prepolovimo budžet za mleko."
da prepolovimo budžet za mleko."
06:51
Why not make myself a low-cost napkin?
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Zašto ja ne bih napravio jeftini uložak?
06:56
So I decided I'm going to sell this new machine
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Odlučio sam da ću prodati ovu novu mašinu
06:59
only for Women Self Help Groups.
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isključivo organizacijama za samopomoć žena
07:05
That is my idea.
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To je moja ideja.
07:10
AM: And previously, you need a multimillion investment
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Ranije je bila potrebna multimilionska investicija
07:15
for machine and all. Now, any rural woman can.
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za mašine i sve ostalo. Sada, svaka žena to može.
07:18
They are performing puja.
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One obavljaju Puja ritual.
07:20
(Video): (Singing)
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(Video): (Pevanje)
07:37
You just think, competing giants,
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Samo zamislite, takmičenje sa stručnjacima
07:42
even from Harvard, Oxford, is difficult.
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sa Harvarda, Oksforda, je teško.
07:43
I make a rural woman to compete with multinationals.
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Omogućio sam ženama sa sela da se
takmiče sa multinacionalnim kompanijama.
takmiče sa multinacionalnim kompanijama.
07:46
I'm sustaining on seventh year.
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Držim se već sedmu godinu.
07:48
Already 600 installations. What is my mission?
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Već šest stotina instalacija. Kakva je moja misija?
07:50
I'm going to make India
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Za vreme svog života pretvoriću Indiju
07:52
[into] a 100-percent-sanitary-napkin-using country in my lifetime.
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u državu u kojoj se koriste
isključivo higijenski ulošci.
isključivo higijenski ulošci.
07:56
In this way I'm going to provide not less than a million
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Na ovaj način, obezbediću najmanje milion
07:58
rural employment that I'm going to create.
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poslova u selima.
08:00
That's why I'm not running after this bloody money.
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Zato ne jurim za ovim krvavim novcem.
08:04
I'm doing something serious.
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Radim nešto ozbiljno.
08:05
If you chase a girl, the girl won't like you.
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Ako jurite devojku, nećete joj se dopasti.
08:09
Do your job simply, the girl will chase you.
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Radite ono što znate, devojka će krenuti za vama.
08:12
Like that, I never chased Mahalakshmi.
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Baš tako, ja nikada nisam jurio Mahalakšmi.
08:14
Mahalakshmi is chasing me, I am keeping in the back pocket.
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Mahalakšmi juri mene, čuvam je u zadnjem džepu.
08:19
Not in front pocket. I'm a back pocket man.
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Ne u prednjem. Ja sam čovek koji koristi zadnji džep.
08:24
That's all. A school dropout saw your problem in the society
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To je sve. Čovek koji nije završio školu
primetio je problem u društvu
primetio je problem u društvu
08:27
of not using sanitary pad.
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nedostatka higijenskih uložaka.
08:29
I am becoming a solution provider. I'm very happy.
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Postajem čovek koji nalazi rešenje.
Veoma sam srećan.
Veoma sam srećan.
08:31
I don't want to make this as a corporate entity.
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Ne želim da se ovo pretvori u korporaciju.
08:34
I want to make this as a local sanitary pad movement
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Želim da ovo bude lokalni pokret
za stvaranje uložaka
za stvaranje uložaka
08:38
across the globe. That's why I put all the details
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po celom svetu. Zbog toga sam stavio sve detalje
08:41
on public domain like an open software.
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na javnom domenu kao besplatan softver.
08:44
Now 110 countries are accessing it. Okay?
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Za sada 110 zemalja ima pristup. Dobro?
08:49
So I classify the people into three:
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Ja svrstavam ljude u tri grupe:
08:53
uneducated, little educated, surplus educated.
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neobrazovani, malo obrazovani i previše obrazovani.
09:00
Little educated, done this. Surplus educated,
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Malo sam obrazovan, uradio sam ovo.
Previše obrazovani,
Previše obrazovani,
09:04
what are you going to do for the society?
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šta ćete vi da uradite za društvo?
09:05
Thank you very much. Bye!
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Puno vam hvala. Zdravo!
09:09
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Arunachalam Muruganantham - InventorArunachalam Muruganantham created a system of simple machines to make modern sanitary napkins -- giving millions of women in his home country and around the world access to hygiene.
Why you should listen
Arunachalam Muruganantham of Jayaashree Industries designed, created, tested and implemented a sanitary napkin-making machine that operates on a small scale.
Contrary to a large-scale production model which requires Rs.3.5 Crores as initial investment, Jayaashree Industries sanitary napkin-making machine can be made available to a buyer for approximately Rs.65,000. This allows smaller players to adopt the business model propagated by him, and thus generates more employment and wealth in the most neglected sections of society. More specifically, an empowerment forum – such as a Self Help Group or a women’s group – can invest in a sanitary napkin-making unit to create a business that employs up to ten women. The new invention is capable of making 120 napkins per hour.
The Jayaashree Industries model helps offer livelihood, hygiene, dignity and empowerment to underprivileged women all over the world. And it does so using a sustainable business framework.
Arunachalam Muruganantham | Speaker | TED.com