Getting ‘Unreasonable’: Pushpanath Krishnamurthy’s new book looks at Ahimsa economy
Pushpanath Krishnamurthy, the Cambridge-based climate activist and fair trade campaigner, has published his first book, The Unreasonable Transformers of South India.
The book describes a 6,500km journey through the markets and businesses of south India where Push, as he is known, grew up. The author interviews the manufacturers, designers, weavers, stallholders, toy-makers, farmers and basket makers that make up the Ahmisa economy.
Ahimsa principles require practitioners to minimise harm to all living beings – humans, animals, and the environment – in economic activities. These principles, which emphasise compassion in economic practices, are an extension of the ahimsa (non-violence) found in Jainism and other Eastern traditions.
So why ‘unreasonable’? Push, who first came to the attention of the Cambridge community a decade ago when his awareness-raising campaigns took the form of extended walks across the UK and indeed further afield, explains that the term derives from a George Bernard Shaw quote: “The reasonable man adapts himself to the world: the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.”
The word doesn’t always seem to apply to the characters interviewed by Push in his book; many are surpremely reasonable – thoughtful, considerate and deeply intelligent.
The term only becomes relevant with respect to their work, to their business ethics, to their approach to the markets they serve. They seek not just to please their markets, but to transform them, and indeed to transform them in ways that are radical and profound: in their hands, business would be solely for the public good, it would solely satisfy healthy human impulses, and never bow to greed, or involve the waste or misuse of land or resources.
I asked Push about how these codes of practice developed and how they can be applied to a wider economic imperative as policy-makers and business leaders (some of them) are starting to become aware that we are at the end game of capitalism and badly need a new approach to financial activity.
How did walking – physically placing yourself in these landscapes – inform your storytelling?
“These narratives, not of despair but of determination, illuminated paths where resistance transcends mere protest.
“Entrepreneurs crafting sustainable, ethical business models emerged as pioneers reclaiming local craft and handloom traditions. Their enterprise not only sustains but thrives, challenging the very notion of resistance from defiance to creation. This transformation, from adversity to opportunity, taught me that resistance isn’t just about opposing; it's about envisioning and embodying new possibilities.
What’s the appeal of the ‘unreasonable transformers’ for yourself?
“They are unreasonable because they dream when they are told to despair. They build when markets collapse. They persist without subsidy, recognition, or applause. They carry within them a fierce dignity – one that doesn’t beg, but creates.
“Their defiance lies in their ability to imagine another kind of economy, another kind of relationship with the land, with time, with each other. It is this unreasonableness that becomes their power – an audacious hope stitched into fabric, planted in soil, and spun into every thread of their lives.”
Tell us more about the Ahimsa economy.
“The Ahimsa economy is not a mere concept – it is a way of life, a quiet but resolute resistance to the violence of haste, greed, and unchecked consumption. It draws from the wisdom of Dr JC Kumarappa, who spoke of an ‘Economy of Permanence’ – one rooted in self-sufficiency, dignity of labour, and harmony with nature.
“These changemakers – craftspeople, farmers, weavers – build local, self-sustaining economies that remain deeply anchored in the soil of their communities, even as they engage the wider world. Their work is neither extractive nor exploitative. Not all efforts may perfectly reflect this ideal, but the spirit is unmistakable: to produce with care, consume with consciousness, and live with restraint.
“This is Ahimsa in action – gentle in method, strong in conviction, and timeless in relevance.”
How did you approach the process of writing these portraits of south Indian Ahimsa practitioners?
“I hold their words close, like sacred threads. I do not rewrite their truths – I walk alongside them.”
What do you hope readers take away from this journey?
“Environmental degradation, social inequities, and unsustainable production patterns are symptoms of a system in need of course correction. Many of these unsustainable practices can, and must, be re-thought.
“This book is a call to policy-makers and practitioners: it is time to recognise and invest in the craft, handloom, and handcraft sectors – not as relics of the past, but as powerful engines for future growth. Far from being a sunset industry, this sector holds the potential for a trillion-dollar economy – one that delivers on employment, sustainability, equity, and cultural preservation.
“The promise here is not speculative. Organisations such as 200 Million Artisans have documented the scale and capacity of this sector, and every year their Kula Conclave (most recently in Goa, 2024) brings together stakeholders across the value chain – mobilising investment, fostering innovation, and enabling cross-pollination of ideas. The opportunity is real. The transformation is possible. The time is now.”
Commenting on The Unreasonable Transformers of South India, documentary filmmaker and creative director Pranab Ganguly said: “As someone drawn to the visual rhythm of storytelling, I see a cinematic heartbeat in every protagonist. Each line feels like a frame waiting to be filmed.”
He added: “Thank you, Push, for this powerful and purposeful work. I look up to your journey in sustainability and community-building. I hope some day to join you on the ground, camera in hand, to bring these changemakers to life on screen.”
The Unreasonable Transformers of South India is available on Amazon Book Store, priced £15 hardcover, £8 paperback.