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Illume illume is a specialist research & consulting firm in India.Our forte = subconscious consumer research. Other work - semiotics, trend mapping,design rsch.

This page is about our work, our thinking, the insights that strike us unawares while we read, cook, walk the dog and go about our everyday life. It is about our dreams on the kind of work we would like to do in the future, about the values that we stand by in our work and life, about the sheer and unexplained joy when the mind makes a connection between disconnected dots and suddenly out of chaos emerges a picture that has beauty and meaning.

Attention Economy and the Economy of AttentionThe UN just admitted its own reports aren’t widely read. Not surprising.We...
08/09/2025

Attention Economy and the Economy of Attention

The UN just admitted its own reports aren’t widely read. Not surprising.
We live in a world of 30-second spans, 10-minute deliveries.
The fun starts now
It is not just important to say something significant, but also how you hold people long enough for your ideas to land.

Schools are meant to be spaces of learning, growth, and care. Yet, far too often, they become places where authority ove...
19/03/2025

Schools are meant to be spaces of learning, growth, and care. Yet, far too often, they become places where authority overshadows empathy, and discipline takes precedence over respect for children’s dignity. Through my research, I have encountered numerous instances that reveal the stark contrast between how educators present their role and how they actually interact with students. The article brings to you 4 experiences of children amongst the many who are victims of this silent crisis. Link in the bio for the full article

Teaching Children to Think Less: The AI Dilemma“Mama, can we get an Alexa?” Yes, it’s 2025, and we’re still living witho...
07/02/2025

Teaching Children to Think Less: The AI Dilemma

“Mama, can we get an Alexa?” Yes, it’s 2025, and we’re still living without Alexa—or any of its competing devices.
“Why do you need Alexa?” I asked.
“So that when I’m reading, I can ask Alexa for words I don’t know.”
“What do you do now when you don’t know the meanings of words?”
“I try to figure out the meaning through the context.”
“That’s called 'inferring'.”
“Can you imagine what would happen when we get Alexa at home? I’d stop inferring.”
“How does inferring help you?”
“I can guess the meanings of so many new words, even when I first encounter them.”
“Yes, and if you start asking Alexa, your brain won’t be doing that anymore. Alexa is just 'searching' and dispensing information.”

Can you imagine what AI could do with its generative capacity when children as young as six or seven are exposed to it? ChatGPT is everyone's favorite new tool these days—whether it’s the 40-something homemaker looking for a quick parenting tip, the busy executive too rushed to write their own emails, or the student typing, “Give me 5 real-world examples of Newton’s 1st Law of Motion.”
Last week, I was introduced to two new concepts: "cognitive offloading" and "cognitive hygiene." If we continue to offload more and more of our thinking to ChatGPT or similar platforms, we must start considering how we will balance the cognitive depletion that comes with it.

Before we rush to expose children to these tools in the name of responsible digital access, let’s not forget the story of the young man who couldn’t finish his sentences in a job interview. When asked what was wrong, he sheepishly admitted that he was used to ChatGPT doing it for him.

While I acknowledge the incredible potential AI offers, especially in education, it is crucial to remember that the technology is still in its infancy. I am not advocating for the complete rejection of AI, but rather for a more thoughtful integration. For example, I've seen AI-powered learning tools effectively bridge gaps in children's education, like language learning apps that map sounds to letters. These tools are task-oriented and structured, ensuring that children engage in the process rather than rely on AI to replace their thinking. It’s the controlled, purposeful use of AI that holds promise, rather than unfettered, free access that could inadvertently diminish the very cognitive skills it seeks to enhance.

'Ellare mane dose thuthu.’ (The dosa in every home has holes)I first encountered these words during a research interview...
29/01/2025

'Ellare mane dose thuthu.’ (The dosa in every home has holes)

I first encountered these words during a research interview when a mother, troubled by a conflict at home, shared a deeply personal situation with me. As a researcher, I’m given a unique and privileged lens into the lives of others: the way children are raised, the struggles parents face, and the challenges families navigate every day. It’s an invaluable perspective, one that’s helped me realize something profound—that the struggles we face at home often feel personal and isolating, as though we’re the only ones going through them. But when we hear others' stories, it becomes clear that these challenges are far more universal than we think. What initially feels like a private problem transforms into a shared experience.

This realization is a gift. It brings comfort and normalizes the messiness of life, particularly childhood. We begin to understand that these ups and downs—like the fighting, the tears, or the distance between children—are not isolated incidents. They are part of the human condition. Every second child is experiencing similar things. And more importantly, it’s not a reflection of something inherently wrong with our children—it’s simply because they are children, and other children are too. We, as parents and adults, are stressed, overburdened, and often caught in the crossfire of expectations—whether from our own parents or society.

So, I gently reassured the mother, who was clearly weighed down by her situation, that these struggles are not hers alone. They happen in homes across the world. The feelings of frustration, the emotional distance between children, the confusion and misunderstandings—it’s not just her child. It’s part of growing up, part of the parenting journey. And when I said this, it seemed to resonate with her. In that moment, she smiled and replied with words I’ll never forget: 'Ellare mane dose thuthu.'

Loosely translated, it means 'The dosa in every home has holes.' This simple phrase hit me like a quiet epiphany. It’s a powerful metaphor that I will always carry with me. In just a few words, she conveyed something profound about life, about childhood, and about imperfection. Those holes in the dosa—those little gaps and imperfections—aren’t something to be ashamed of or hidden away. In fact, they’re what make the dosa enjoyable.

Just like life, a dosa without holes would be flat, heavy, and dense. The holes—the pauses, the imperfections, the moments of tension—are what make it light, airy, and ultimately satisfying. They are the spaces we’re given to breathe, to reflect, to slow down, and to course-correct.

The phrase shows us that life is complete—notwithstanding the holes. Most importantly, it’s a reminder that if we focus too much on the holes, we may lose sight of enjoying the dosa.

AI, Political systems and a Quick Lesson on acceptance from a machine. The other day, while chatting with my daughter ab...
27/01/2025

AI, Political systems and a Quick Lesson on acceptance from a machine.

The other day, while chatting with my daughter about the difference between authoritarian and totalitarian regimes, we decided to ask ChatGPT for its take on North Korea. It initially called North Korea an authoritarian regime, but my 10-year-old quickly pointed out, "No, it’s totalitarian!"

We asked ChatGPT again, and it corrected itself. My daughter, always quick to notice things, said, “See, mama, it’s covering up for its mistake.”

I explained that AI doesn’t have an ego like humans—it’s not trying to defend itself. It just learns and updates based on the feedback it gets. No pride to hurt, just a chance to get it right.

This little moment was a reminder that it's okay to make mistakes and adjust—whether you're an AI or a person. We don’t have to be perfect, but we can be open to learning and improving. In the real or the virtual world what often saves the day is not - being right all the time but being willing to learn and adapt.

It is no surprise how children learn that 'mistakes need to be covered up'. It is hard to raise children in a society that penalises mistakes. Even if they are in a family or a school, which does not penalise all mistakes, inadvertently, in some situation - this thought seeps through to them - from other children, well-meaning neighbours and random strangers. It is difficult to reverse this thought once it takes root in one's mind. But certainly possible to replace it with a more accepting one.

In one set of the research observations we conducted in a few government schools in Bangalore, with an intervention that was meant to plug in learning gaps - the volunteers who went about this program told the children each time they made a mistake - "don't worry, mistakes can be rectified" - and showed them how to rectify the errors. In 'all' our conversations with the children, we heard them repeat this like a chant.

Teaching kids that “mistakes can be rectified” is a simple yet powerful way to build resilience. It flips the narrative. Instead of fearing failure, it becomes a natural part of the learning process.

I will be on the look out for other moments where this mindset has led to big shifts in how the children approach challenges—either academically or personally? If you come across something along these lines, please do reach out.

What If We Reversed the Rules? Rethinking Gendered Childhood GamesI was at the park today, chatting with a mom when she ...
25/01/2025

What If We Reversed the Rules? Rethinking Gendered Childhood Games

I was at the park today, chatting with a mom when she shared a moment that stuck with me. She told me about watching a group of little boys in action—a common game, one boy shouting, “Fight!” and just like that, the others went at it. She laughed and mused about her own son, K, and how when he gets older, she won’t stop him if he wants to join in those games. “Boys need to learn how to fight,” she said. “It’s the only way they’ll survive in this world.”

But then, she went further. She talked about how we raise girls to "hang out with the right people," to surround themselves with kids from “nice homes with nice values.” It hit me—she was equating survival with fitting into these rigid, gendered roles. Boys fight, girls stay safe, and both need these skills to thrive.
I didn’t tell her anything. I have realised over the years that such beliefs are more about conditioning than about how educated or not a person is. As a generation, we grew up surrounded by such narratives all around us in popular culture.

I left that conversation with this thought —what if we flipped the script, just for one generation?

Maybe it’s time to rethink what it truly means to grow up in today’s world.

And while I looked for an image to add to this post, I only found images with men dressed as women and vice versa and there in lies another reason for why one has to think of this subject in a more nuanced way. Rethinking stereotypes is not merely changing costumes but thinking of how men can balance the yang and women their yin energy.






30/10/2023

Head, Hands, and Heart

Learning comes alive when children’s heads, hands, and hearts are engaged. Drawing alphabets with rice, identifying animals on walls, and practising meditation allow children to engage multiple senses and learn while being fully immersed in that world. For children, every living moment is a learning moment.

Bachpan Manao EkStep Makkala Jagriti

23/10/2023

LIFE = Learning Is Forever Everywhere

A child’s classroom is the entire world! They watch caterpillars climb trees wondering how they’re so green and leggy, send paper boats on fountain adventures and explore the scooter world with wheel attachment quests! For children, every living moment is a learning moment.
Bachpan Manao


19/10/2023

A child’s favourite game is LIFE itself! They become doctors, and explorers, play office-office, house-house, and drive trucks all across the world! For children, every living moment is a learning moment.

Do share with us, your observations of children playing the 'Game of Life'

_________________

The journey towards understanding the 'abundance of childhood' started with the coming together of a set of organisations, whose teams spent some time with children and their families in rural and semi-urban India to understand their world...which has ultimately led to the movement Bachpan Manao

Bachpan Manao EkStep
Pratham Education Foundation Key Education Foundation Rocket Learning Dost Education Adhyayan Foundation Tactopus LearningPrimalise Siriti

20/09/2023

Child’s play has suddenly become a subject of national importance !

Why should it matter so much ? Best answered by children themselves :)

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