Economic Sustainability To Reverse Migration To Rural Areas: A Case Study Of Chettinad Region, India

Abstract

Unleashing rural potential of Chettinad region is essential to conserve Chettinad settlements. Chettinad region of Tamil Nadu, India, comprises of 73 surviving settlements which are celebrated for sustainable planning, heritage and culture. Migration and organic development pose a major threat to these settlements which are more than 150 years old. Extinction and endangered state of settlements is evident from the number of palatial homes being destroyed. In order to conserve these houses and the settlements as a whole, it is important to reverse migration. This is possible only if all levels of sustainability are addressed through concerted efforts directed towards conservation. Ensuring revenue generation and thus, quality of life is essential for reverse migration to happen. This paper addresses and proposes measures for economic sustainability in Chettinad settlements. Using auto-ethnography, field observation, interviews with a planner and a conservation architect and secondary sources of data to learn best practices, this paper discusses various strategies that can help to bring about reverse migration. The article presents insights to the Government bodies at all levels, family trusts, philanthropists, media and the general public about bringing about sustainable economic initiatives that would enhance livelihood in these settlements and thus encourage reverse migration.