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By:

Abhijit Mulye

21 August 2024 at 11:29:11 am

Red flag to green steel

Ex-Maoists forge new destiny in Gadchiroli Gadchiroli: The rugged, forested terrain of Gadchiroli district, long synonymous with the violence and deep-rooted anti-establishment tenets of the ‘Red Ideology’, is now witnessing a remarkable social and industrial transformation. At the Lloyds Metals and Energy Ltd. (LMEL) plant in Konsari, once-feared Maoist operatives are shedding their past lives and embracing a new, respectable existence as skilled workers in a cutting-edge Direct Reduced Iron...

Red flag to green steel

Ex-Maoists forge new destiny in Gadchiroli Gadchiroli: The rugged, forested terrain of Gadchiroli district, long synonymous with the violence and deep-rooted anti-establishment tenets of the ‘Red Ideology’, is now witnessing a remarkable social and industrial transformation. At the Lloyds Metals and Energy Ltd. (LMEL) plant in Konsari, once-feared Maoist operatives are shedding their past lives and embracing a new, respectable existence as skilled workers in a cutting-edge Direct Reduced Iron (DRI) and pellet plant. This ‘green steel’ project, part of LMEL’s push for an integrated steel complex in the region, is functioning not just as an industrial unit but as a crucial pillar in the Maharashtra government’s surrender-cum-rehabilitation policy. So far, LMEL, in coordination with the state government and the Gadchiroli Police, has provided employment and training to 68 surrendered Maoists and 14 members of families affected by Naxal violence, a total of 82 individuals, offering them a definitive pathway back to the mainstream. The Shift The transformation begins at the company’s dedicated Lloyds Skill Development and Training Centre at Konsari. Recognizing that many former cadres had limited formal education, the company implements a structured, skill-based rehabilitation model. They are trained in essential technical and operational skills required for plant administration, civil construction, and mechanical operations. For individuals like Govinda Atala, a former deputy commander, the change is palpable. “After surrendering, I got the right to live a new life,” Atala said. “I am very happy to get this job. I am now living my life on my own; there is no pressure on me now.” Suresh Hichame, who spent over a decade in the movement before surrendering in 2009 too echoed the sentiments. He realized the path of violence offered neither him nor his family any benefit. Moreover, his self-respecct was hurt. He knew several languages and carried out several crucial tasks for the banned organization remaining constantly under the shadow of death. Today, he works in the plant, receiving a steady monthly salary that enables him to care for his family—a basic dignity the ‘Red Ideology’ could never provide. The monthly salaries of the rehabilitated workers, typically ranging from Rs 13,000 to Rs 20,000, are revolutionary in a region long characterized by poverty and lack of opportunities. Trust, Stability The employment of former Maoists is a brave and calculated risk for LMEL, an industry that historically faced stiff opposition and even violence from the left wing extremist groups. LMEL’s management, however, sees it as an investment in inclusive growth and long-term stability for the district. The LMEL has emphasized the company’s commitment to training and facilitating career growth for the local populace, including the surrendered cadres. This commitment to local workforce upskilling is proving to be a highly effective counter-insurgency strategy, chipping away at the foundation of the Maoist movement: the exploitation of local grievances and lack of economic options. The reintegration effort extends beyond the factory floor. By providing stable incomes and a sense of purpose, LMEL helps the former rebels navigate the social transition. They are now homeowners, taxpayers, and active members of the community, replacing the identity of an outlaw with that of a respected employee. This social acceptance, coupled with economic independence, is the true measure of rehabilitation. The successful employment of cadres, some of whom were once high-ranking commanders, also sends a powerful message to those still active in the jungle: the path to a peaceful and prosperous life is open and tangible. It transforms the promise of government rehabilitation into a concrete reality. The plant, with its production of iron ore and steel, is physically transforming the region into an emerging industrial hub, and in doing so, it is symbolically forging the nation’s progress out of the ashes of extremism. The coordinated effort between private industry, the state government, and the Gadchiroli police is establishing a new environment of trust, stability, and economic progress, marking Gadchiroli’s transition from a Maoist hotbed to a model of inclusive and sustainable development.

What Elections Teach About Branding


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Every four years, the world watches as the U.S. presidential election unfolds—a masterclass in personal branding on the grandest stage. Candidates aren’t just politicians; they are brands meticulously crafted to inspire trust, loyalty, and votes. Their speeches, body language, and digital presence are fine-tuned to create a lasting impact. But here’s the real takeaway—elections may come and go, but personal branding isn’t just for politicians. In an era where perception drives success, professionals and business leaders who neglect their personal brand risk becoming irrelevant.


Think about it. A candidate who fails to communicate effectively, who doesn’t differentiate themselves, or who lacks a compelling narrative quickly fades into the background. The same applies to professionals in any industry. Whether you're an entrepreneur, a corporate leader, or someone climbing the career ladder, how you position yourself determines your influence, opportunities, and ultimately, your success.


The parallels between election campaigns and personal branding are striking. First, there’s the power of storytelling. Political candidates don’t just list their achievements; they craft narratives that resonate with people’s emotions and aspirations. The same principle applies to personal branding. Your story—your journey, values, and mission—creates an authentic connection with your audience, whether it’s customers, clients, or potential employers.


Then, there’s visibility. A strong political campaign ensures the candidate is seen and heard across platforms—TV debates, social media, interviews, town halls. In the digital age, professionals need to adopt the same approach. A LinkedIn profile gathering dust, an outdated website, or a non-existent digital presence can be career-limiting. Consistent, strategic visibility builds credibility, establishes authority, and attracts the right opportunities.


Authenticity is another key lesson. Candidates who try to be everything to everyone often lose credibility. The same is true for personal brands. Trying to fit into every mold dilutes your identity. The most influential professionals stand firm in their values and expertise, making their brand an undeniable force in their industry.


The U.S. elections also highlight the importance of adaptability. Candidates must pivot their messaging based on new challenges, audience feedback, and changing sentiments. Similarly, personal branding isn’t static. It requires continuous evolution—upskilling, refining your message, and adapting to industry shifts to stay relevant and impactful.


Perhaps the most overlooked yet crucial takeaway is that a brand is not just what you say about yourself; it’s what others say about you. Candidates invest heavily in managing their reputation. Likewise, professionals must nurture their network, deliver value, and be mindful of their online and offline presence.


Here’s the reality: You don’t need to be running for office to care about personal branding. In a competitive world, your brand is what sets you apart, opens doors, and defines your legacy. Those who embrace it strategically thrive. Those who ignore it risk fading into the background.


If this article made you reflect on your personal brand, it’s time to take action. Don’t wait for opportunities to come knocking—build a brand so strong that they chase you instead. If you’re unsure where to begin, I’d love to help you craft a brand that positions you for long-term success. Let’s make sure your name isn’t just known—it’s unforgettable.

LinkedIn: https://www.linkedin.com/in/divyaaadvaani

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(The author is a personal branding expert. She has clients from 14+countries. Views personal.)

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