We're all in this together: addressing post-pandemic challenges of Indian rural society

PurposeThis qualitative study explores how technologically challenged Indian rural communities adjusted to the tech-driven work system successfully in the post-pandemic era.Design/methodology/approachQualitative semi-structured interviews with multiple Indian rural households conducted in the years 2021 and 2022 were employed.FindingsThe findings highlight the critical role played by the social capital in addressing the issues that Indian rural communities were facing in their work setting as a direct result of the COVID-19 outbreak. The embedded social network and social values in rural society came to the rescue when other tangible resources were not available for everyone.Research limitations/implicationsThis study contributes to Bourdieu's theory of Social Capital by discovering that social capital can be utilized to gain existential advantages in extraordinary circumstances of (work) life.Practical implicationsPolicymakers should acknowledge the presence of social capital in societies, especially rural ones. Social capital plays a significant role in the execution of relevant society-level tasks and can further help in dealing with certain materialistic impediments.Social implicationsInvestments in community infrastructure, education and communication strategies can enhance social capital's role in crisis response.Originality/valueThis study is original as it is the first one that studies the significance of social capital in a post-pandemic environment, especially when the availability of required technological resources is rare.