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Challenges of Moksh Organization: an epitome of humanity

Nikhil K. Mehta (Organizational Behavior, HRM and Communication at the National Institute of Industrial Engineering (NITIE), Mumbai, India)
Shubham Chourasia (NITIE, Mumbai, India and a Program Manager at OLA (ANI Technologies Pvt Ltd), Mumbai, India)
Aswini Devadas (NITIE, Mumbai, India)

Publication date: 29 June 2021

Issue publication date: 24 August 2021


Theoretical basis

This case uses concepts from Korten’s strategies of development-oriented four generations of non-government organizations (NGOs) and social psychology such as stereotypes, prejudices and actions to explain the social phenomenon. In furtherance, the case presents Aristotle’s approach to creating a message for masses that include use of ethos, pathos and logos. Stood’s (2017) narrative, engagement and technology (NET) model of social leadership was used to analyse the characteristics of social leaders.

Research methodology

Prima facie the case was developed from primary sources i.e. interviewing with Ashish Thakur. Literature from secondary sources was obtained to make teaching notes. List of references is presented towards the end that depicts the use of textbooks, research papers, websites and blogs. This case was tested in the classroom with MBA students learning business communication.

Case overview/synopsis

The case dealt with the challenges of an NGO that included conducting respectful last rites of unclaimed dead bodies. As the NGO grew, Ashish Thakur, the initiator of Moksh started facing resource management challenges, namely, volunteer induction, fundraising and managing non-human resources. These issues are deeply embedded in several social stereotypes about dead bodies. Learning covers strategies of four generations of NGO development, a NET model of social leadership, breaking social stereotypes related to dead bodies and last rites (necrophobia), designing social communication and opportunity to assess faulty rationalizations and do critical thinking around the socio-religious practices.

Complexity academic level

This case is intended to be used for the students of the social leadership or social entrepreneurship, social psychology, business communication or communication skills, organizational behaviour, advertising and social media.



Disclaimer. This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.All authors sincere gratitude to Mr Ashish Thakur, the Founder, Mr Neeraj, and to all the volunteers of Manav Moksh Sewa Evam Jan Utthan Samiti, Jabalpur (Madhya Pradesh), India. The authors thank Sir David C. Korten, Ms Nicole Moore and Lynne Rienner Publishers, Inc. Boulder, CO, for generously allowing us to use the table on strategies of development-oriented NGOs: four generations in this case study for no fee. The authors used the suggested copyright credit line appropriately. The authors sincere thanks to Case Development Centre, NITIE, Mumbai.


Mehta, N.K., Chourasia, S. and Devadas, A. (2021), "Challenges of Moksh Organization: an epitome of humanity", , Vol. 17 No. 3, pp. 333-373.



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