The Community Development Students of Rajagiri College Of Social Sciences has organized a Chaakkiyaar Koothu on 08- 02- 2010 at 2 pm in the College Auditorium. The main objective behind this effort was to make the young generation aware of the rich cultural heritage our Keralam possesses. Chaakkiyaar Koothu has been losing its importance with the increased impact of the modern media on the minds of the youth. Rajagirians honoured the blessed artist of the present times... Mr. Pothiyil Narayanan and arranged a venue to popularize the event.
The participation was beyond expectation and the hall was filled with 100's of viewers. The students and the faculty members had a great evening!!!
Wednesday, February 10, 2010
Friday, February 5, 2010
WASTE WATCH
What is Waste and Why is it a Problem?
Wastes are variety of materials that are no longer required by people. We usually call this garbage. Waste is a natural by-product of any process on Earth and cannot be avoided. Nature reuses all of its by-products, with no waste in the end. What is waste for one is useful for another. For example dead leaves decompose to provide nutrients to plants and oxygen released from trees is used by us.
We humans, however, have disturbed this balance by bringing in new problems such as toxic and non-degradable wastes and even nuclear wastes into the environment. Even ‘normal’ solid waste is now a problem because there is too much of it. Studies show that on an average, each person in urban areas produces half a kilogram of garbage each day. This doesn’t include the garbage we make indirectly - through industry, agriculture and mining. Twenty per cent of Indians live in urban areas. This calculates to more than 36 million tons of garbage each year in cities alone !
Though waste generated has increased, the way we deal with the disposal of waste has not changed in over ten thousand years. We pile it and then burn it, or bury it in some out-of-the-way place where we forget about it. But today, we are faced with too much garbage and not enough places left to throw it away. Improper disposal of solid wastes has lead to ground water contamination, air pollution, health hazards etc.
CLEAN-India Helps Manage Waste Better
The members of CLEAN programme are made aware of the glaring (but overlooked) problem of waste in our cities. Activities and film shows have made students aware of the solid waste problem in urban areas and their role in reducing it. Issues like the ill effects of polybags, littering on our streets, excessive consumerism are all discussed and deliberated with student groups. Clean-up drives in local parks and markets are organised in which students very enthusiastically help in cleaning up and drive home the message that adults should not indulge in littering.
With the objective of managing the waste locally through simple techniques, natural composting, vermicomposting, paper recycling and Reuse Society have been initiated in schools and community.
Composting
Composting is, in the broadest terms, the biological reduction of organic wastes to humus. Whenever a plant / animal dies, its remains are attacked by soil micro-organisms and are reduced to an earthlike substance that is beneficial for the growth of plant (roots). This process is repeated universally and continuously in every part of the world, and is a part of the wheel of life.
Two methods of Composting undertaken at the school level are Vermicomposting and Natural Composting.
Natural Composting
In natural composting, the waste decomposes with the aid of other factors such as insects, worms and tiny microbes. This is possible in each and every school, irrespective of the amount of waste they generate. Schools that do not have their own canteens and consequently have little biodegradable waste generated can adopt this project. They can decompose all their garden waste easily by alternatively layering a pit ( 1 m deep, 1 m wide and 1 m.long, as per convenience) with the waste and soil. This form of composting is recommended particularly for those schools which have a lot of garden waste like dried leaves that can be saved from burning. The compost thus generated is used in the school lawns and gardens as a substitute for manure, thus saving the cost of fertilisers.
Vermicomposting
This is the process through which we can convert biodegradable waste into rich humus by using earthworms. After an earthworm ingests organic matter, the matter undergoes chemical changes and what comes out is a rich plant food. This makes our soil fertile and plants stronger. Then we need not buy chemical fertilisers.
Many CLEAN-India schools, that have their own canteens and gardens have adopted this project. Hands-on-experience in vermicomposting shows students effective ways of taking care of biodegradable waste. The project not only solves the problem of solid waste to an extent and gives rich compost in return, it also helps students realize the importance of small creatures like earthworms and helps them shed their fear. In the process it brings alive the concepts learnt in class about decomposition in nature and how earthworms function. In many schools, the compost produced is also sold to the parents. Few schools like Shri Ram and Joseph and Mary in Delhi are now providing earthworms and helping people of nearby villages to initiate their own vermicomposting units.
Re-Use Society
A king once offered five hundred garments to a disciple of Buddha.The king asked the disciple what he would do with so many garments ?The Disciple replied : " Oh King, many of our brothers are in rags:I am going to distribute the garments among brothers."What will you do with the old garments ?We will make bed - covers out of them.What will you do with the old bed - covers ?We will make pillow - cases out of them.What will you do with the old pillow - cases ?We will make floor - covers out of them.What will you do with the old floor - covers ?We will use them for foot towels .What will you do with the old foot - towels ?Your highness, we will tear them into pieces,mix them with mud and use the mud to plaster the house walls.
What is waste for you, is wealth for somebody else. There has been a tradition in India of finding an innovative use for every thing: - tyres, battery cases, plastic bins and what not. A similar thing is started in School which saves both the environment and money in the bargain, in addition to inculcating in students a habit of not discarding things unthinkingly.
Apart from making innovative things from discarded things in the Crafts Period, two major activities are suggested to the school under the Reuse Society. The first activity is to exchange books and even notes at the beginning of each academic session. Students of a senior class give the books to the students of a junior class and, in turn, receive books from the senior section, and a chain is established throughout the school. This way a lot of paper and consequently trees can be saved.
The next major activity in the Reuse Society is to donate books and outgrown clothes, toys, etc. The books / story books /comics that have been read and re-read, the clothes and shoes that have outgrown, are collected in schools and given to the less fortunate children of the society. Such collection is presented to Child Welfare organizations, slums, orphanages etc.
Wastes are variety of materials that are no longer required by people. We usually call this garbage. Waste is a natural by-product of any process on Earth and cannot be avoided. Nature reuses all of its by-products, with no waste in the end. What is waste for one is useful for another. For example dead leaves decompose to provide nutrients to plants and oxygen released from trees is used by us.
We humans, however, have disturbed this balance by bringing in new problems such as toxic and non-degradable wastes and even nuclear wastes into the environment. Even ‘normal’ solid waste is now a problem because there is too much of it. Studies show that on an average, each person in urban areas produces half a kilogram of garbage each day. This doesn’t include the garbage we make indirectly - through industry, agriculture and mining. Twenty per cent of Indians live in urban areas. This calculates to more than 36 million tons of garbage each year in cities alone !
Though waste generated has increased, the way we deal with the disposal of waste has not changed in over ten thousand years. We pile it and then burn it, or bury it in some out-of-the-way place where we forget about it. But today, we are faced with too much garbage and not enough places left to throw it away. Improper disposal of solid wastes has lead to ground water contamination, air pollution, health hazards etc.
CLEAN-India Helps Manage Waste Better
The members of CLEAN programme are made aware of the glaring (but overlooked) problem of waste in our cities. Activities and film shows have made students aware of the solid waste problem in urban areas and their role in reducing it. Issues like the ill effects of polybags, littering on our streets, excessive consumerism are all discussed and deliberated with student groups. Clean-up drives in local parks and markets are organised in which students very enthusiastically help in cleaning up and drive home the message that adults should not indulge in littering.
With the objective of managing the waste locally through simple techniques, natural composting, vermicomposting, paper recycling and Reuse Society have been initiated in schools and community.
Composting
Composting is, in the broadest terms, the biological reduction of organic wastes to humus. Whenever a plant / animal dies, its remains are attacked by soil micro-organisms and are reduced to an earthlike substance that is beneficial for the growth of plant (roots). This process is repeated universally and continuously in every part of the world, and is a part of the wheel of life.
Two methods of Composting undertaken at the school level are Vermicomposting and Natural Composting.
Natural Composting
In natural composting, the waste decomposes with the aid of other factors such as insects, worms and tiny microbes. This is possible in each and every school, irrespective of the amount of waste they generate. Schools that do not have their own canteens and consequently have little biodegradable waste generated can adopt this project. They can decompose all their garden waste easily by alternatively layering a pit ( 1 m deep, 1 m wide and 1 m.long, as per convenience) with the waste and soil. This form of composting is recommended particularly for those schools which have a lot of garden waste like dried leaves that can be saved from burning. The compost thus generated is used in the school lawns and gardens as a substitute for manure, thus saving the cost of fertilisers.
Vermicomposting
This is the process through which we can convert biodegradable waste into rich humus by using earthworms. After an earthworm ingests organic matter, the matter undergoes chemical changes and what comes out is a rich plant food. This makes our soil fertile and plants stronger. Then we need not buy chemical fertilisers.
Many CLEAN-India schools, that have their own canteens and gardens have adopted this project. Hands-on-experience in vermicomposting shows students effective ways of taking care of biodegradable waste. The project not only solves the problem of solid waste to an extent and gives rich compost in return, it also helps students realize the importance of small creatures like earthworms and helps them shed their fear. In the process it brings alive the concepts learnt in class about decomposition in nature and how earthworms function. In many schools, the compost produced is also sold to the parents. Few schools like Shri Ram and Joseph and Mary in Delhi are now providing earthworms and helping people of nearby villages to initiate their own vermicomposting units.
Re-Use Society
A king once offered five hundred garments to a disciple of Buddha.The king asked the disciple what he would do with so many garments ?The Disciple replied : " Oh King, many of our brothers are in rags:I am going to distribute the garments among brothers."What will you do with the old garments ?We will make bed - covers out of them.What will you do with the old bed - covers ?We will make pillow - cases out of them.What will you do with the old pillow - cases ?We will make floor - covers out of them.What will you do with the old floor - covers ?We will use them for foot towels .What will you do with the old foot - towels ?Your highness, we will tear them into pieces,mix them with mud and use the mud to plaster the house walls.
What is waste for you, is wealth for somebody else. There has been a tradition in India of finding an innovative use for every thing: - tyres, battery cases, plastic bins and what not. A similar thing is started in School which saves both the environment and money in the bargain, in addition to inculcating in students a habit of not discarding things unthinkingly.
Apart from making innovative things from discarded things in the Crafts Period, two major activities are suggested to the school under the Reuse Society. The first activity is to exchange books and even notes at the beginning of each academic session. Students of a senior class give the books to the students of a junior class and, in turn, receive books from the senior section, and a chain is established throughout the school. This way a lot of paper and consequently trees can be saved.
The next major activity in the Reuse Society is to donate books and outgrown clothes, toys, etc. The books / story books /comics that have been read and re-read, the clothes and shoes that have outgrown, are collected in schools and given to the less fortunate children of the society. Such collection is presented to Child Welfare organizations, slums, orphanages etc.
Urban poor increasingly made homeless
Urban poor increasingly made homeless in India’s drive for more ‘beautiful’ cities By Dunu Roy, Combat Law
16 January 2005: When Mumbai (Bombay) Municipal Corporation evicted pavement dwellers in 1981, a journalist came forward to file a public interest petition to protect the rights of the pavement dwellers. After five years in 1986, the case became a landmark judgment that maintained that the Right to Life included the Right to Livelihood. As livelihood of the poor depends directly on where they live, this was a verdict in favour of pavement dwellers.In the early 70s the city passed Slum Clearance Act, while the Slum Upgradation Scheme was conceptualised in the 80s, which later became the Slum Redevelopment Scheme of the 90s. But at the turn of the century the very same metropolis used massive force with helicopters and armed police, to evict 73,000 families from the periphery of the Sanjay Gandhi National Park. This action was in response to Court orders in another ‘public interest’ petition, but filed this time by the Bombay Environmental Action Group (BEAG). What the BEAG appeared to be concerned about was the protection of a 28-square kilometre ‘National’ Park, particularly the one-third reserved for ‘tourism’. But no one seemed to be bothered by either the sundry religious Ashrams inside the Park or the proliferating blocks of private apartment houses on its boundary. What, then, was common to the nature of "public interest" espoused by Tellis and the BEAG, and how did the Court view either or both? And were there any radical social changes in the twenty years that intervened between the two?Urban developmentIn Chennai City 40 per cent of the population lives in slums - there are 69,000 families who have been identified to be living on government land and they are to be relocated to areas far removed from the city. The areas vacated will be taken over by railway tracks, hotel resorts, commercial and residential complexes, and modern businesses. Much of the ‘clearance’ is being undertaken in the name of ‘beautification’ and tourism.In Kolkata (Calcutta) the Left Front government though claims to be pro-poor also is working on ‘environmental improvement’ projects. Operation Sunshine was launched in 1996 to evict over 50,000 hawkers from the city's main streets. Currently over 7,000 hutments are being forcibly demolished along the sides of storm water drains and the metro and circular rail tracks. At the same time, lavish commercial and residential complexes are coming up unhindered along the metropolitan bypass, where the real estate prices rival those in the elite areas of South Calcutta.Delhi, where sub-standard settlements house as much as 70 per cent of the city's population, leads the way in environmental activism. Not only have vendors, cycle-rickshaws, beggars, shanties, polluting and non-conforming industries, and diesel buses already been ‘evicted’, A recent addition to the hit list are the 75,000 families who live on the banks of the Yamuna river. They are being held responsible for the river's pollution.In 1997, Hyderabad was distributing land titles and housing loans to the urban poor, but during the TDP tenure the state had leased large areas of land at heavily subsidized rate to business groups, international airports, cinemas, shopping complexes, hotels, corporate hospitals, and railway tracks. Over 10,000 houses of the ‘weaker members of society’ have been demolished to make way for the new face of ‘Cyber bad’.Urban planning trendsLarge areas of habitation of India’s urban poor have been forcefully taken over by every government - regardless of political make-up. The groups of people affected are often the ones who have been employed in informal sectors or are self-employed in the tertiary services sector. Their displacement is much to do with the space they live in as with the work they perform.The areas that they occupied are being transferred into larger private corporate entities such as commercial complexes and residential developments. These units are also often coupled with labour-replacing devices ranging from automatic tellers and computer-aided machines to vacuum cleaners and home delivery services, thus eliminating the work earlier done by the lower rungs of the urban population.While the driving force behind these changes is manifestly the new globalised economy, it is offered on an environmental platter of ‘cleanliness’ and ‘beautification’.In vicious combination these three trends are changing the urban landscape from ‘homes’ to ‘estate ownerships’ in the name of liberalisation, privatisation and globalisation. Concepts of urban planning too are changing in harmony with these trends although, as we shall see later, the seeds were sown long ago as capitalist empire spread its hegemony over the world.The replacement of housing of poor urban dwellers with commercial and upmarket developments raises several questions about the nature of ‘planning’ itself. Who makes these plans? Who are they made for? Do the planners take into account actual data from the study of how cities grow?Urban planning in DelhiThe Delhi Development Authority (DDA) was constituted in 1957 to check the haphazard and unplanned growth of Delhi... with its sprawling residential colonies, without proper layouts and without the conveniences of life, and to promote and secure the development of Delhi according to plan". For the three years the DDA guided by experts from the Ford Foundation had developed a Master Plan for Delhi for 20 years and this was presented along with maps and charts for unprecedented ‘public’ discussion in 1960. The public debate on this initial document elicited over 600 objections and suggestions from ‘the public, cooperative house-building societies, associations of industrialists, local bodies, and various Ministries and Departments of the Government of India’. An ad-hoc Board was appointed to go into all these objections and it gave its recommendations to the DDA in 1961.Eventually the Master Plan of Delhi was formally sanctioned in 1962. Predictably, the first concern of this Plan was the growth in the urban population and the planners proposed to restrict it by building a 1.6 km wide green belt around the city and diverting the surplus population to the adjacent ‘ring towns’. It was also decided that the ‘congested’ population of the walled city would be relocated in New Delhi and Civil Lines. At the same time several new industrial and commercial areas were declared for promoting growth. Thus, the DDA saw merit in both earning more revenue through industrial expansion as well as reducing expenses by curbing population increase, without examining the necessary linkage between the two.Delhi's expansionBut it was in 1971 that it became clear that the city's growth is far beyond the conception of planners. The total number of industries had increased to 26,000 and there was a huge spurt in the squatter and ‘unauthorized’ settlements. So, in a frantic burst of activity to ‘restore order’, the administrative machinery swung into action and from 1975 to 1977 1.5 Lakh (one lakh = 100,000) squatter families were forcibly moved out of the city into resettlement colonies on the periphery. Each family was entitled to a plot of only 25 square yards with common services and 60,000 such plots were demarcated on the low-lying Yamuna flood plain alone. Interestingly enough, all the resettlements were located very near the new industrial and residential areas, presumably designed to provide cheap and docile labour. This labour force was further enlarged by another 10 lakhs in 1982 when the Asian Games overtook the city. Numerous stadiums, shops, roads, hotels, flyovers, offices, apartments, and colonies were constructed to cater to the needs of the Games and the anticipated commercial spillover. The second Ring Road became a magnet for further commercial and residential development. But the city could not cope with this additional burden.In 1985, the National Capital Region Board was set up to plan for a balanced growth of extended region around the capital. Also in 1985, the second master plan draft was published for comments. However, unlike the first plan, this one was not summarized or translated into Hindi and Urdu, nor it was distributed publicly. Nevertheless, the draft came in for severe criticism from the government itself as being ‘conceptually defective’ and the Delhi Urban Arts Commission (DUAC) was asked to prepare another plan. The DUAC took a close look at the failures of the first master plan to detail its own conceptual plan. But their plan was also rejected by DDA and there was no public hearing, but the draft was discussed in the select committee. In order to avoid public consultation and parliamentary debate, it was decided that the second plan would only be ‘precisely a comprehensive revision of the first one’.This revised version identified that major part of the city's problems originated outside and their solutions lay beyond its territory. It too recommended for de-industrialization, maintenance of ecological balance in the Ridge and the Yamuna, decentralisation into districts, and provision of multi-nodal mass transport, with low-rise high-density urbanization. Interestingly enough, it called for a special area status for the walled city as "it cannot be developed on the basis of normal planning policies and controls". In fact the planners did not even understand the implications of what they themselves had done. For example in 1988 during the cholera outbreak 1500 people died in the 44 resettlement colonies they had planned in 1975. It was recognized that the disease had spread through ground water contamination by inadequate sanitation measures in the low-lying areas but an embarrassed administration shied away from being held responsible. Thus, the new plan not only failed in tackling the problems, but also they did not even incorporate their own analysis of failures and weaknesses of past planning into its recommendations.As the date for yet another Master Plan approaches, this systemic failure of modern planning is evident in the situation as it obtains today. Delhi has spread far beyond the confines of the Outer Ring Road. The original green belt has largely fallen victim to land developers, including the DDA itself. The resettlement colonies and industrial areas, that were once supposed to be at the fringe of the city, have been drawn into its ambit. The ring towns are now contiguous urban sprawls and the arterial roads and national highways are the most congested in the region. Increasing numbers of poor inhabitants continue to live in shantytowns without services. It is presently estimated that around 60 percent of the population live in sub-standard housing. Rapidly shrinking employment opportunities and crusading environmental activism have made the situation significantly worse for them. While the city gets the Clean City Award from far-off California, it's own citizens grimly face critical inadequacies of work, shelter, civic amenities and governance.The guidelines for the new plan issued by the Ministry of Urban Development refuse to address these issues. Instead they focus on how to promote private participation and market competition in land, housing, and services; how to protect heritage, encourage tourism, and increase revenues; and how to obey the twin dictates of military order and profitable commerce. The fact is that the planners have not learnt any lessons from past disasters, such as the jaundice and cholera epidemics and the Asian Games. The jubilant and manipulated voices that accompany the announcement of the Yamuna canalisation plans and the gigantic mall on the Ridge and the looming Commonwealth Games testifies to the total bankruptcy and arrogance of the overall city planning process.
16 January 2005: When Mumbai (Bombay) Municipal Corporation evicted pavement dwellers in 1981, a journalist came forward to file a public interest petition to protect the rights of the pavement dwellers. After five years in 1986, the case became a landmark judgment that maintained that the Right to Life included the Right to Livelihood. As livelihood of the poor depends directly on where they live, this was a verdict in favour of pavement dwellers.In the early 70s the city passed Slum Clearance Act, while the Slum Upgradation Scheme was conceptualised in the 80s, which later became the Slum Redevelopment Scheme of the 90s. But at the turn of the century the very same metropolis used massive force with helicopters and armed police, to evict 73,000 families from the periphery of the Sanjay Gandhi National Park. This action was in response to Court orders in another ‘public interest’ petition, but filed this time by the Bombay Environmental Action Group (BEAG). What the BEAG appeared to be concerned about was the protection of a 28-square kilometre ‘National’ Park, particularly the one-third reserved for ‘tourism’. But no one seemed to be bothered by either the sundry religious Ashrams inside the Park or the proliferating blocks of private apartment houses on its boundary. What, then, was common to the nature of "public interest" espoused by Tellis and the BEAG, and how did the Court view either or both? And were there any radical social changes in the twenty years that intervened between the two?Urban developmentIn Chennai City 40 per cent of the population lives in slums - there are 69,000 families who have been identified to be living on government land and they are to be relocated to areas far removed from the city. The areas vacated will be taken over by railway tracks, hotel resorts, commercial and residential complexes, and modern businesses. Much of the ‘clearance’ is being undertaken in the name of ‘beautification’ and tourism.In Kolkata (Calcutta) the Left Front government though claims to be pro-poor also is working on ‘environmental improvement’ projects. Operation Sunshine was launched in 1996 to evict over 50,000 hawkers from the city's main streets. Currently over 7,000 hutments are being forcibly demolished along the sides of storm water drains and the metro and circular rail tracks. At the same time, lavish commercial and residential complexes are coming up unhindered along the metropolitan bypass, where the real estate prices rival those in the elite areas of South Calcutta.Delhi, where sub-standard settlements house as much as 70 per cent of the city's population, leads the way in environmental activism. Not only have vendors, cycle-rickshaws, beggars, shanties, polluting and non-conforming industries, and diesel buses already been ‘evicted’, A recent addition to the hit list are the 75,000 families who live on the banks of the Yamuna river. They are being held responsible for the river's pollution.In 1997, Hyderabad was distributing land titles and housing loans to the urban poor, but during the TDP tenure the state had leased large areas of land at heavily subsidized rate to business groups, international airports, cinemas, shopping complexes, hotels, corporate hospitals, and railway tracks. Over 10,000 houses of the ‘weaker members of society’ have been demolished to make way for the new face of ‘Cyber bad’.Urban planning trendsLarge areas of habitation of India’s urban poor have been forcefully taken over by every government - regardless of political make-up. The groups of people affected are often the ones who have been employed in informal sectors or are self-employed in the tertiary services sector. Their displacement is much to do with the space they live in as with the work they perform.The areas that they occupied are being transferred into larger private corporate entities such as commercial complexes and residential developments. These units are also often coupled with labour-replacing devices ranging from automatic tellers and computer-aided machines to vacuum cleaners and home delivery services, thus eliminating the work earlier done by the lower rungs of the urban population.While the driving force behind these changes is manifestly the new globalised economy, it is offered on an environmental platter of ‘cleanliness’ and ‘beautification’.In vicious combination these three trends are changing the urban landscape from ‘homes’ to ‘estate ownerships’ in the name of liberalisation, privatisation and globalisation. Concepts of urban planning too are changing in harmony with these trends although, as we shall see later, the seeds were sown long ago as capitalist empire spread its hegemony over the world.The replacement of housing of poor urban dwellers with commercial and upmarket developments raises several questions about the nature of ‘planning’ itself. Who makes these plans? Who are they made for? Do the planners take into account actual data from the study of how cities grow?Urban planning in DelhiThe Delhi Development Authority (DDA) was constituted in 1957 to check the haphazard and unplanned growth of Delhi... with its sprawling residential colonies, without proper layouts and without the conveniences of life, and to promote and secure the development of Delhi according to plan". For the three years the DDA guided by experts from the Ford Foundation had developed a Master Plan for Delhi for 20 years and this was presented along with maps and charts for unprecedented ‘public’ discussion in 1960. The public debate on this initial document elicited over 600 objections and suggestions from ‘the public, cooperative house-building societies, associations of industrialists, local bodies, and various Ministries and Departments of the Government of India’. An ad-hoc Board was appointed to go into all these objections and it gave its recommendations to the DDA in 1961.Eventually the Master Plan of Delhi was formally sanctioned in 1962. Predictably, the first concern of this Plan was the growth in the urban population and the planners proposed to restrict it by building a 1.6 km wide green belt around the city and diverting the surplus population to the adjacent ‘ring towns’. It was also decided that the ‘congested’ population of the walled city would be relocated in New Delhi and Civil Lines. At the same time several new industrial and commercial areas were declared for promoting growth. Thus, the DDA saw merit in both earning more revenue through industrial expansion as well as reducing expenses by curbing population increase, without examining the necessary linkage between the two.Delhi's expansionBut it was in 1971 that it became clear that the city's growth is far beyond the conception of planners. The total number of industries had increased to 26,000 and there was a huge spurt in the squatter and ‘unauthorized’ settlements. So, in a frantic burst of activity to ‘restore order’, the administrative machinery swung into action and from 1975 to 1977 1.5 Lakh (one lakh = 100,000) squatter families were forcibly moved out of the city into resettlement colonies on the periphery. Each family was entitled to a plot of only 25 square yards with common services and 60,000 such plots were demarcated on the low-lying Yamuna flood plain alone. Interestingly enough, all the resettlements were located very near the new industrial and residential areas, presumably designed to provide cheap and docile labour. This labour force was further enlarged by another 10 lakhs in 1982 when the Asian Games overtook the city. Numerous stadiums, shops, roads, hotels, flyovers, offices, apartments, and colonies were constructed to cater to the needs of the Games and the anticipated commercial spillover. The second Ring Road became a magnet for further commercial and residential development. But the city could not cope with this additional burden.In 1985, the National Capital Region Board was set up to plan for a balanced growth of extended region around the capital. Also in 1985, the second master plan draft was published for comments. However, unlike the first plan, this one was not summarized or translated into Hindi and Urdu, nor it was distributed publicly. Nevertheless, the draft came in for severe criticism from the government itself as being ‘conceptually defective’ and the Delhi Urban Arts Commission (DUAC) was asked to prepare another plan. The DUAC took a close look at the failures of the first master plan to detail its own conceptual plan. But their plan was also rejected by DDA and there was no public hearing, but the draft was discussed in the select committee. In order to avoid public consultation and parliamentary debate, it was decided that the second plan would only be ‘precisely a comprehensive revision of the first one’.This revised version identified that major part of the city's problems originated outside and their solutions lay beyond its territory. It too recommended for de-industrialization, maintenance of ecological balance in the Ridge and the Yamuna, decentralisation into districts, and provision of multi-nodal mass transport, with low-rise high-density urbanization. Interestingly enough, it called for a special area status for the walled city as "it cannot be developed on the basis of normal planning policies and controls". In fact the planners did not even understand the implications of what they themselves had done. For example in 1988 during the cholera outbreak 1500 people died in the 44 resettlement colonies they had planned in 1975. It was recognized that the disease had spread through ground water contamination by inadequate sanitation measures in the low-lying areas but an embarrassed administration shied away from being held responsible. Thus, the new plan not only failed in tackling the problems, but also they did not even incorporate their own analysis of failures and weaknesses of past planning into its recommendations.As the date for yet another Master Plan approaches, this systemic failure of modern planning is evident in the situation as it obtains today. Delhi has spread far beyond the confines of the Outer Ring Road. The original green belt has largely fallen victim to land developers, including the DDA itself. The resettlement colonies and industrial areas, that were once supposed to be at the fringe of the city, have been drawn into its ambit. The ring towns are now contiguous urban sprawls and the arterial roads and national highways are the most congested in the region. Increasing numbers of poor inhabitants continue to live in shantytowns without services. It is presently estimated that around 60 percent of the population live in sub-standard housing. Rapidly shrinking employment opportunities and crusading environmental activism have made the situation significantly worse for them. While the city gets the Clean City Award from far-off California, it's own citizens grimly face critical inadequacies of work, shelter, civic amenities and governance.The guidelines for the new plan issued by the Ministry of Urban Development refuse to address these issues. Instead they focus on how to promote private participation and market competition in land, housing, and services; how to protect heritage, encourage tourism, and increase revenues; and how to obey the twin dictates of military order and profitable commerce. The fact is that the planners have not learnt any lessons from past disasters, such as the jaundice and cholera epidemics and the Asian Games. The jubilant and manipulated voices that accompany the announcement of the Yamuna canalisation plans and the gigantic mall on the Ridge and the looming Commonwealth Games testifies to the total bankruptcy and arrogance of the overall city planning process.
INDIAN TRIBES POPULATION STUDY
Composition and Location - India tribal Population
Indian tribes constitute roughly 8 percent of the nation's total population, nearly 68 million people according to the 1991 census. One concentration lives in a belt along the Himalayas stretching through Jammu and Kashmir, Himachal Pradesh, and Uttar Pradesh in the west, to Assam, Meghalaya, Tripura, Arunachal Pradesh, Mizoram, Manipur, and Nagaland in the northeast (see fig. 1). Another concentration lives in the hilly areas of central India (Madhya Pradesh, Orissa, and, to a lesser extent, Andhra Pradesh); in this belt, which is bounded by the Narmada River to the north and the Godavari River to the southeast, tribal peoples occupy the slopes of the region's mountains. Other tribals, the Santals, live in Bihar and West Bengal. There are smaller numbers of tribal people in Karnataka, Tamil Nadu, and Kerala, in western India in Gujarat and Rajasthan, and in the union territories of Lakshadweep and the Andaman and Nicobar Islands.
The extent to which a state's population is tribal varies considerably. In the northeastern states of Arunachal Pradesh, Meghalaya, Mizoram, and Nagaland, upward of 90 percent of the population is tribal. However, in the remaining northeast states of Assam, Manipur, Sikkim, and Tripura, tribal peoples form between 20 and 30 percent of the population. The largest tribes are found in central India, although the tribal population there accounts for only around 10 percent of the region's total population. Major concentrations of tribal people live in Maharashtra, Orissa, and West Bengal. In the south, about 1 percent of the populations of Kerala and Tamil Nadu are tribal, whereas about 6 percent in Andhra Pradesh and Karnataka are members of tribes.
There are some 573 communities recognized by the government as Scheduled Tribes and therefore eligible to receive special benefits and to compete for reserved seats in legislatures and schools. They range in size from the Gonds (roughly 7.4 million) and the Santals (approximately 4.2 million) to only eighteen Chaimals in the Andaman Islands. Central Indian states have the country's largest tribes, and, taken as a whole, roughly 75 percent of the total tribal population live there.
Apart from the use of strictly legal criteria, however, the problem of determining which groups and individuals are tribal is both subtle and complex. Because it concerns economic interests and the size and location of voting blocs, the question of who are members of Scheduled Tribes rather than Backward Classes (see Glossary) or Scheduled Castes (see Glossary) is often controversial. The apparently wide fluctuation in estimates of South Asia's tribal population through the twentieth century gives a sense of how unclear the distinction between tribal and nontribal can be. India's 1931 census enumerated 22 million tribal people, in 1941 only 10 million were counted, but by 1961 some 30 million and in 1991 nearly 68 million tribal members were included. The differences among the figures reflect changing census criteria and the economic incentives individuals have to maintain or reject classification as a tribal member.
These gyrations of census data serve to underline the complex relationship between caste and tribe. Although, in theory, these terms represent different ways of life and ideal types, in reality they stand for a continuum of social groups. In areas of substantial contact between tribes and castes, social and cultural pressures have often tended to move tribes in the direction of becoming castes over a period of years. Tribal peoples with ambitions for social advancement in Indian society at large have tried to gain the classification of caste for their tribes; such efforts conform to the ancient Indian traditions of caste mobility (see Caste and Class, ch. 5). Where tribal leaders prospered, they could hire Brahman priests to construct credible pedigrees and thereby join reasonably high-status castes. On occasion, an entire tribe or part of a tribe joined a Hindu sect and thus entered the caste system en masse. If a specific tribe engaged in practices that Hindus deemed polluting, the tribe's status when it was assimilated into the caste hierarchy would be affected.
Since independence, however, the special benefits available to Scheduled Tribes have convinced many groups, even Hindus and Muslims, that they will enjoy greater advantages if so designated. The schedule gives tribal people incentives to maintain their identity. By the same token, the schedule also includes a number of groups whose "tribal" status, in cultural terms, is dubious at best; in various districts, the list includes Muslims and a congeries of Hindu castes whose main claim seems to be their ability to deliver votes to the party that arranges their listing among the Scheduled Tribes.
A number of traits have customarily been seen as establishing tribal rather than caste identity. These include language, social organization, religious affiliation, economic patterns, geographic location, and self-identification. Recognized tribes typically live in hilly regions somewhat remote from caste settlements; they generally speak a language recognized as tribal.
Unlike castes, which are part of a complex and interrelated local economic exchange system, tribes tend to form self-sufficient economic units. Often they practice swidden farming--clearing a field by slash-and-burn methods, planting it for a number of seasons, and then abandoning it for a lengthy fallow period--rather than the intensive farming typical of most of rural India. For most tribal people, land-use rights traditionally derive simply from tribal membership. Tribal society tends to be egalitarian, its leadership being based on ties of kinship and personality rather than on hereditary status. Tribes typically consist of segmentary lineages whose extended families provide the basis for social organization and control. Unlike caste religion, which recognizes the hegemony of Brahman priests, tribal religion recognizes no authority outside the tribe.
Any of these criteria can be called into question in specific instances. Language is not always an accurate indicator of tribal or caste status. Especially in regions of mixed population, many tribal groups have lost their mother tongues and simply speak local or regional languages. Linguistic assimilation is an ongoing process of considerable complexity. In the highlands of Orissa, for example, the Bondos--a Munda-language-speaking tribe--use their own tongue among themselves. Oriya, however, serves as a lingua franca in dealings with Hindu neighbors. Oriya as a prestige language (in the Bondo view), however, has also supplanted the native tongue as the language of ritual. In parts of Assam, historically divided into warring tribes and villages, increased contact among villagers began during the colonial period and has accelerated since independence. A pidgin Assamese developed while educated tribal members learned Hindi and, in the late twentieth century, English.
Self-identification and group loyalty are not unfailing markers of tribal identity either. In the case of stratified tribes, the loyalties of clan, kin, and family may well predominate over those of tribe. In addition, tribes cannot always be viewed as people living apart; the degree of isolation of various tribes has varied tremendously. The Gonds, Santals, and Bhils traditionally have dominated the regions in which they have lived. Moreover, tribal society is not always more egalitarian than the rest of the rural populace; some of the larger tribes, such as the Gonds, are highly stratified.
Economic and Political Conditions
Most Indian tribes are concentrated in heavily forested areas that combine inaccessibility with limited political or economic significance. Historically, the economy of most tribes was subsistence agriculture or hunting and gathering. Tribal members traded with outsiders for the few necessities they lacked, such as salt and iron. A few local Hindu craftsmen might provide such items as cooking utensils. The twentieth century, however, has seen far-reaching changes in the relationship between tribals in India and the larger society and, by extension, traditional tribal economies. Improved transportation and communications have brought ever deeper intrusions into tribal lands; merchants and a variety of government policies have involved tribal peoples more thoroughly in the cash economy, although by no means on the most favorable of terms. Large areas fell into the hands of nontribals around 1900, when many regions were opened by the government to homestead-style settlement. Immigrants received free land in return for cultivating it. Tribal people, too, could apply for land titles, although even title to the portion of land they happened to be planting that season could not guarantee their ability to continue swidden cultivation. More important, the notion of permanent, individual ownership of land was foreign to most tribals. Land, if seen in terms of ownership at all, was viewed as a communal resource, free to whoever needed it. By the time tribals accepted the necessity of obtaining formal land titles, they had lost the opportunity to lay claim to lands that might rightfully have been considered theirs. Generally, tribals were severely disadvantaged in dealing with government officials who granted land titles. Albeit belatedly, the colonial regime realized the necessity of protecting tribals of India from the predations of outsiders and prohibited the sale of tribal lands. Although an important loophole in the form of land leases was left open, tribes made some gains in the mid-twentieth century. Despite considerable obstruction by local police and land officials, who were slow to delineate tribal holdings and slower still to offer police protection, some land was returned to tribal peoples.
In the 1970s, the gains tribal peoples had made in earlier decades were eroded in many regions, especially in central India. Migration into tribal lands increased dramatically, and the deadly combination of constabulary and revenue officers uninterested in tribal welfare and sophisticated nontribals willing and able to bribe local officials was sufficient to deprive many tribals of their landholdings. The means of subverting protective legislation were legion: local officials could be persuaded to ignore land acquisition by nontribal people, alter land registry records, lease plots of land for short periods and then simply refuse to relinquish them, or induce tribal members to become indebted and attach their lands. Whatever the means, the result was that many tribal members became landless laborers in the 1960s and 1970s, and regions that a few years earlier had been the exclusive domain of tribes had an increasingly heterogeneous population. Unlike previous eras in which tribal people were shunted into more remote forests, by the 1960s relatively little unoccupied land was available. Government efforts to evict nontribal members from illegal occupation have proceeded slowly; when evictions occur at all, those ejected are usually members of poor, lower castes. In a 1985 publication, anthropologist Christoph von Fürer-Haimendorf describes this process in Andhra Pradesh: on average only 25 to 33 percent of the tribal families in such villages had managed to keep even a portion of their holdings. Outsiders had paid about 5 percent of the market value of the lands they took.
Improved communications, roads with motorized traffic, and more frequent government intervention figured in the increased contact that tribal peoples had with outsiders. Tribes fared best where there was little to induce nontribals to settle; cash crops and commercial highways frequently signaled the dismemberment of the tribes. Merchants have long been a link to the outside world, but in the past they were generally petty traders, and the contact they had with tribal people was transient. By the 1960s and 1970s, the resident nontribal shopkeeper was a permanent feature of many villages. Shopkeepers often sold liquor on credit, enticing tribal members into debt and into mortgaging their land. In the past, tribes made up shortages before harvest by foraging from the surrounding forest. More recently shopkeepers have offered ready credit--with the proviso that loans be repaid in kind with 50 to 100 percent interest after harvest. Repaying one bag of millet with two bags has set up a cycle of indebtedness from which many have been unable to break loose.
The possibility of cultivators growing a profitable cash crop, such as cotton or castor-oil plants, continues to draw merchants into tribal areas. Nontribal traders frequently establish an extensive network of relatives and associates as shopkeepers to serve as agents in a number of villages. Cultivators who grow a cash crop often sell to the same merchants, who provide consumption credit throughout the year. The credit carries a high-interest price tag, whereas the tribal peoples' crops are bought at a fraction of the market rate. Cash crops offer a further disadvantage in that they decrease the supply of available foodstuffs and increase tribal dependence on economic forces beyond their control. This transformation has meant a decline in both the tribes' security and their standard of living.
In previous generations, families might have purchased silver jewelry as a form of security; contemporary tribal people are more likely to buy minor consumer goods. Whereas jewelry could serve as collateral in critical emergencies, current purchases simply increase indebtedness. In areas where gathering forest products is remunerative, merchants exchange their products for tribal labor. Indebtedness is so extensive that although such transactions are illegal, traders sometimes "sell" their debtors to other merchants, much like indentured servants.
In some instances, tribes have managed to hold their own in contacts with outsiders. Some Chenchus, a hunting and gathering tribe of the central hill regions of Andhra Pradesh, have continued to specialize in collecting forest products for sale. Caste Hindus living among them rent land from the Chenchus and pay a portion of the harvest. The Chenchus themselves have responded unenthusiastically to government efforts to induce them to take up farming. Their relationship to nontribal people has been one of symbiosis, although there were indications in the early 1980s that other groups were beginning to compete with the Chenchus in gathering forest products. A large paper mill was cutting bamboo in their territory in a manner that did not allow regeneration, and two groups had begun to collect for sale the same products the Chenchus sell. Dalits settled among them with the help of the Chenchus and learned agriculture from them. The nomadic Banjara herders who graze their cattle in the forest also have been allotted land there. The Chenchus have a certain advantage in dealing with caste Hindus; because of their long association with Hindu hermits and their refusal to eat beef, they are considered an unpolluted caste. Other tribes, particularly in South India, have cultural practices that are offensive to Hindus and, when they are assimilated, are often considered Dalits.
The final blow for some tribes has come when nontribals, through political jockeying, have managed to gain legal tribal status, that is, to be listed as a Scheduled Tribe. The Gonds of Andhra Pradesh effectively lost their only advantage in trying to protect their lands when the Banjaras, a group that had been settling in Gond territory, were classified as a Scheduled Tribe in 1977. Their newly acquired tribal status made the Banjaras eligible to acquire Gond land "legally" and to compete with Gonds for reserved political seats, places in education institutions, and other benefits. Because the Banjaras are not scheduled in neighboring Maharashtra, there has been an influx of Banjara emigrants from that state into Andhra Pradesh in search of better opportunities.
Tribes in the Himalayan foothills have not been as hard-pressed by the intrusions of nontribals. Historically, their political status was always distinct from the rest of India. Until the British colonial period, there was little effective control by any of the empires centered in peninsular India; the region was populated by autonomous feuding tribes. The British, in efforts to protect the sensitive northeast frontier, followed a policy dubbed the "Inner Line"; nontribal people were allowed into the areas only with special permission. Postindependence governments have continued the policy, protecting the Himalayan tribes as part of the strategy to secure the border with China (see Principal Regions, ch. 2).
This policy has generally saved the northern tribes from the kind of exploitation that those elsewhere in South Asia have suffered. In Arunachal Pradesh (formerly part of the North-East Frontier Agency), for example, tribal members control commerce and most lower-level administrative posts. Government construction projects in the region have provided tribes with a significant source of cash--both for setting up businesses and for providing paying customers. Some tribes have made rapid progress through the education system. Instruction was begun in Assamese but was eventually changed to Hindi; by the early 1980s, English was taught at most levels. Both education and the increase in ready cash from government spending have permitted tribal people a significant measure of social mobility. The role of early missionaries in providing education was also crucial in Assam.
Government policies on forest reserves have affected tribal peoples profoundly. Wherever the state has chosen to exploit forests, it has seriously undermined the tribes' way of life. Government efforts to reserve forests have precipitated armed (if futile) resistance on the part of the tribal peoples involved. Intensive exploitation of forests has often meant allowing outsiders to cut large areas of trees (while the original tribal inhabitants were restricted from cutting), and ultimately replacing mixed forests capable of sustaining tribal life with single-product plantations. Where forests are reserved, nontribals have proved far more sophisticated than their forest counterparts at bribing the necessary local officials to secure effective (if extralegal) use of forestlands. The system of bribing local officials charged with enforcing the reserves is so well established that the rates of bribery are reasonably fixed (by the number of plows a farmer uses or the amount of grain harvested). Tribal people often end up doing unpaid work for Hindus simply because a caste Hindu, who has paid the requisite bribe, can at least ensure a tribal member that he or she will not be evicted from forestlands. The final irony, notes von Fürer-Haimendorf, is that the swidden cultivation many tribes practiced had maintained South Asia's forests, whereas the intensive cultivating and commercial interests that replaced the tribal way of life have destroyed the forests (see Forestry, ch. 7).
Extending the system of primary education into tribal areas and reserving places for tribal children in middle and high schools and higher education institutions are central to government policy, but efforts to improve a tribe's educational status have had mixed results (see Education, ch. 2). Recruitment of qualified teachers and determination of the appropriate language of instruction also remain troublesome. Commission after commission on the "language question" has called for instruction, at least at the primary level, in the students' native tongue. In some regions, tribal children entering school must begin by learning the official regional language, often one completely unrelated to their tribal tongue. The experiences of the Gonds of Andhra Pradesh provide an example. Primary schooling began there in the 1940s and 1950s. The government selected a group of Gonds who had managed to become semiliterate in Telugu and taught them the basics of written script. These individuals became teachers who taught in Gondi, and their efforts enjoyed a measure of success until the 1970s, when state policy demanded instruction in Telugu. The switch in the language of instruction both made the Gond teachers superfluous because they could not teach in Telugu and also presented the government with the problem of finding reasonably qualified teachers willing to teach in outlying tribal schools.
The commitment of tribes to acquiring a formal education for their children varies considerably. Tribes differ in the extent to which they view education positively. Gonds and Pardhans, two groups in the central hill region, are a case in point. The Gonds are cultivators, and they frequently are reluctant to send their children to school, needing them, they say, to work in the fields. The Pardhans were traditionally bards and ritual specialists, and they have taken to education with enthusiasm. The effectiveness of educational policy likewise varies by region. In those parts of the northeast where tribes have generally been spared the wholesale onslaught of outsiders, schooling has helped tribal people to secure political and economic benefits. The education system there has provided a corps of highly trained tribal members in the professions and high-ranking administrative posts.
Many tribal schools are plagued by high dropout rates. Children attend for the first three to four years of primary school and gain a smattering of knowledge, only to lapse into illiteracy later. Few who enter continue up to the tenth grade; of those who do, few manage to finish high school. Therefore, very few are eligible to attend institutions of higher education, where the high rate of attrition continues.
Indian tribes constitute roughly 8 percent of the nation's total population, nearly 68 million people according to the 1991 census. One concentration lives in a belt along the Himalayas stretching through Jammu and Kashmir, Himachal Pradesh, and Uttar Pradesh in the west, to Assam, Meghalaya, Tripura, Arunachal Pradesh, Mizoram, Manipur, and Nagaland in the northeast (see fig. 1). Another concentration lives in the hilly areas of central India (Madhya Pradesh, Orissa, and, to a lesser extent, Andhra Pradesh); in this belt, which is bounded by the Narmada River to the north and the Godavari River to the southeast, tribal peoples occupy the slopes of the region's mountains. Other tribals, the Santals, live in Bihar and West Bengal. There are smaller numbers of tribal people in Karnataka, Tamil Nadu, and Kerala, in western India in Gujarat and Rajasthan, and in the union territories of Lakshadweep and the Andaman and Nicobar Islands.
The extent to which a state's population is tribal varies considerably. In the northeastern states of Arunachal Pradesh, Meghalaya, Mizoram, and Nagaland, upward of 90 percent of the population is tribal. However, in the remaining northeast states of Assam, Manipur, Sikkim, and Tripura, tribal peoples form between 20 and 30 percent of the population. The largest tribes are found in central India, although the tribal population there accounts for only around 10 percent of the region's total population. Major concentrations of tribal people live in Maharashtra, Orissa, and West Bengal. In the south, about 1 percent of the populations of Kerala and Tamil Nadu are tribal, whereas about 6 percent in Andhra Pradesh and Karnataka are members of tribes.
There are some 573 communities recognized by the government as Scheduled Tribes and therefore eligible to receive special benefits and to compete for reserved seats in legislatures and schools. They range in size from the Gonds (roughly 7.4 million) and the Santals (approximately 4.2 million) to only eighteen Chaimals in the Andaman Islands. Central Indian states have the country's largest tribes, and, taken as a whole, roughly 75 percent of the total tribal population live there.
Apart from the use of strictly legal criteria, however, the problem of determining which groups and individuals are tribal is both subtle and complex. Because it concerns economic interests and the size and location of voting blocs, the question of who are members of Scheduled Tribes rather than Backward Classes (see Glossary) or Scheduled Castes (see Glossary) is often controversial. The apparently wide fluctuation in estimates of South Asia's tribal population through the twentieth century gives a sense of how unclear the distinction between tribal and nontribal can be. India's 1931 census enumerated 22 million tribal people, in 1941 only 10 million were counted, but by 1961 some 30 million and in 1991 nearly 68 million tribal members were included. The differences among the figures reflect changing census criteria and the economic incentives individuals have to maintain or reject classification as a tribal member.
These gyrations of census data serve to underline the complex relationship between caste and tribe. Although, in theory, these terms represent different ways of life and ideal types, in reality they stand for a continuum of social groups. In areas of substantial contact between tribes and castes, social and cultural pressures have often tended to move tribes in the direction of becoming castes over a period of years. Tribal peoples with ambitions for social advancement in Indian society at large have tried to gain the classification of caste for their tribes; such efforts conform to the ancient Indian traditions of caste mobility (see Caste and Class, ch. 5). Where tribal leaders prospered, they could hire Brahman priests to construct credible pedigrees and thereby join reasonably high-status castes. On occasion, an entire tribe or part of a tribe joined a Hindu sect and thus entered the caste system en masse. If a specific tribe engaged in practices that Hindus deemed polluting, the tribe's status when it was assimilated into the caste hierarchy would be affected.
Since independence, however, the special benefits available to Scheduled Tribes have convinced many groups, even Hindus and Muslims, that they will enjoy greater advantages if so designated. The schedule gives tribal people incentives to maintain their identity. By the same token, the schedule also includes a number of groups whose "tribal" status, in cultural terms, is dubious at best; in various districts, the list includes Muslims and a congeries of Hindu castes whose main claim seems to be their ability to deliver votes to the party that arranges their listing among the Scheduled Tribes.
A number of traits have customarily been seen as establishing tribal rather than caste identity. These include language, social organization, religious affiliation, economic patterns, geographic location, and self-identification. Recognized tribes typically live in hilly regions somewhat remote from caste settlements; they generally speak a language recognized as tribal.
Unlike castes, which are part of a complex and interrelated local economic exchange system, tribes tend to form self-sufficient economic units. Often they practice swidden farming--clearing a field by slash-and-burn methods, planting it for a number of seasons, and then abandoning it for a lengthy fallow period--rather than the intensive farming typical of most of rural India. For most tribal people, land-use rights traditionally derive simply from tribal membership. Tribal society tends to be egalitarian, its leadership being based on ties of kinship and personality rather than on hereditary status. Tribes typically consist of segmentary lineages whose extended families provide the basis for social organization and control. Unlike caste religion, which recognizes the hegemony of Brahman priests, tribal religion recognizes no authority outside the tribe.
Any of these criteria can be called into question in specific instances. Language is not always an accurate indicator of tribal or caste status. Especially in regions of mixed population, many tribal groups have lost their mother tongues and simply speak local or regional languages. Linguistic assimilation is an ongoing process of considerable complexity. In the highlands of Orissa, for example, the Bondos--a Munda-language-speaking tribe--use their own tongue among themselves. Oriya, however, serves as a lingua franca in dealings with Hindu neighbors. Oriya as a prestige language (in the Bondo view), however, has also supplanted the native tongue as the language of ritual. In parts of Assam, historically divided into warring tribes and villages, increased contact among villagers began during the colonial period and has accelerated since independence. A pidgin Assamese developed while educated tribal members learned Hindi and, in the late twentieth century, English.
Self-identification and group loyalty are not unfailing markers of tribal identity either. In the case of stratified tribes, the loyalties of clan, kin, and family may well predominate over those of tribe. In addition, tribes cannot always be viewed as people living apart; the degree of isolation of various tribes has varied tremendously. The Gonds, Santals, and Bhils traditionally have dominated the regions in which they have lived. Moreover, tribal society is not always more egalitarian than the rest of the rural populace; some of the larger tribes, such as the Gonds, are highly stratified.
Economic and Political Conditions
Most Indian tribes are concentrated in heavily forested areas that combine inaccessibility with limited political or economic significance. Historically, the economy of most tribes was subsistence agriculture or hunting and gathering. Tribal members traded with outsiders for the few necessities they lacked, such as salt and iron. A few local Hindu craftsmen might provide such items as cooking utensils. The twentieth century, however, has seen far-reaching changes in the relationship between tribals in India and the larger society and, by extension, traditional tribal economies. Improved transportation and communications have brought ever deeper intrusions into tribal lands; merchants and a variety of government policies have involved tribal peoples more thoroughly in the cash economy, although by no means on the most favorable of terms. Large areas fell into the hands of nontribals around 1900, when many regions were opened by the government to homestead-style settlement. Immigrants received free land in return for cultivating it. Tribal people, too, could apply for land titles, although even title to the portion of land they happened to be planting that season could not guarantee their ability to continue swidden cultivation. More important, the notion of permanent, individual ownership of land was foreign to most tribals. Land, if seen in terms of ownership at all, was viewed as a communal resource, free to whoever needed it. By the time tribals accepted the necessity of obtaining formal land titles, they had lost the opportunity to lay claim to lands that might rightfully have been considered theirs. Generally, tribals were severely disadvantaged in dealing with government officials who granted land titles. Albeit belatedly, the colonial regime realized the necessity of protecting tribals of India from the predations of outsiders and prohibited the sale of tribal lands. Although an important loophole in the form of land leases was left open, tribes made some gains in the mid-twentieth century. Despite considerable obstruction by local police and land officials, who were slow to delineate tribal holdings and slower still to offer police protection, some land was returned to tribal peoples.
In the 1970s, the gains tribal peoples had made in earlier decades were eroded in many regions, especially in central India. Migration into tribal lands increased dramatically, and the deadly combination of constabulary and revenue officers uninterested in tribal welfare and sophisticated nontribals willing and able to bribe local officials was sufficient to deprive many tribals of their landholdings. The means of subverting protective legislation were legion: local officials could be persuaded to ignore land acquisition by nontribal people, alter land registry records, lease plots of land for short periods and then simply refuse to relinquish them, or induce tribal members to become indebted and attach their lands. Whatever the means, the result was that many tribal members became landless laborers in the 1960s and 1970s, and regions that a few years earlier had been the exclusive domain of tribes had an increasingly heterogeneous population. Unlike previous eras in which tribal people were shunted into more remote forests, by the 1960s relatively little unoccupied land was available. Government efforts to evict nontribal members from illegal occupation have proceeded slowly; when evictions occur at all, those ejected are usually members of poor, lower castes. In a 1985 publication, anthropologist Christoph von Fürer-Haimendorf describes this process in Andhra Pradesh: on average only 25 to 33 percent of the tribal families in such villages had managed to keep even a portion of their holdings. Outsiders had paid about 5 percent of the market value of the lands they took.
Improved communications, roads with motorized traffic, and more frequent government intervention figured in the increased contact that tribal peoples had with outsiders. Tribes fared best where there was little to induce nontribals to settle; cash crops and commercial highways frequently signaled the dismemberment of the tribes. Merchants have long been a link to the outside world, but in the past they were generally petty traders, and the contact they had with tribal people was transient. By the 1960s and 1970s, the resident nontribal shopkeeper was a permanent feature of many villages. Shopkeepers often sold liquor on credit, enticing tribal members into debt and into mortgaging their land. In the past, tribes made up shortages before harvest by foraging from the surrounding forest. More recently shopkeepers have offered ready credit--with the proviso that loans be repaid in kind with 50 to 100 percent interest after harvest. Repaying one bag of millet with two bags has set up a cycle of indebtedness from which many have been unable to break loose.
The possibility of cultivators growing a profitable cash crop, such as cotton or castor-oil plants, continues to draw merchants into tribal areas. Nontribal traders frequently establish an extensive network of relatives and associates as shopkeepers to serve as agents in a number of villages. Cultivators who grow a cash crop often sell to the same merchants, who provide consumption credit throughout the year. The credit carries a high-interest price tag, whereas the tribal peoples' crops are bought at a fraction of the market rate. Cash crops offer a further disadvantage in that they decrease the supply of available foodstuffs and increase tribal dependence on economic forces beyond their control. This transformation has meant a decline in both the tribes' security and their standard of living.
In previous generations, families might have purchased silver jewelry as a form of security; contemporary tribal people are more likely to buy minor consumer goods. Whereas jewelry could serve as collateral in critical emergencies, current purchases simply increase indebtedness. In areas where gathering forest products is remunerative, merchants exchange their products for tribal labor. Indebtedness is so extensive that although such transactions are illegal, traders sometimes "sell" their debtors to other merchants, much like indentured servants.
In some instances, tribes have managed to hold their own in contacts with outsiders. Some Chenchus, a hunting and gathering tribe of the central hill regions of Andhra Pradesh, have continued to specialize in collecting forest products for sale. Caste Hindus living among them rent land from the Chenchus and pay a portion of the harvest. The Chenchus themselves have responded unenthusiastically to government efforts to induce them to take up farming. Their relationship to nontribal people has been one of symbiosis, although there were indications in the early 1980s that other groups were beginning to compete with the Chenchus in gathering forest products. A large paper mill was cutting bamboo in their territory in a manner that did not allow regeneration, and two groups had begun to collect for sale the same products the Chenchus sell. Dalits settled among them with the help of the Chenchus and learned agriculture from them. The nomadic Banjara herders who graze their cattle in the forest also have been allotted land there. The Chenchus have a certain advantage in dealing with caste Hindus; because of their long association with Hindu hermits and their refusal to eat beef, they are considered an unpolluted caste. Other tribes, particularly in South India, have cultural practices that are offensive to Hindus and, when they are assimilated, are often considered Dalits.
The final blow for some tribes has come when nontribals, through political jockeying, have managed to gain legal tribal status, that is, to be listed as a Scheduled Tribe. The Gonds of Andhra Pradesh effectively lost their only advantage in trying to protect their lands when the Banjaras, a group that had been settling in Gond territory, were classified as a Scheduled Tribe in 1977. Their newly acquired tribal status made the Banjaras eligible to acquire Gond land "legally" and to compete with Gonds for reserved political seats, places in education institutions, and other benefits. Because the Banjaras are not scheduled in neighboring Maharashtra, there has been an influx of Banjara emigrants from that state into Andhra Pradesh in search of better opportunities.
Tribes in the Himalayan foothills have not been as hard-pressed by the intrusions of nontribals. Historically, their political status was always distinct from the rest of India. Until the British colonial period, there was little effective control by any of the empires centered in peninsular India; the region was populated by autonomous feuding tribes. The British, in efforts to protect the sensitive northeast frontier, followed a policy dubbed the "Inner Line"; nontribal people were allowed into the areas only with special permission. Postindependence governments have continued the policy, protecting the Himalayan tribes as part of the strategy to secure the border with China (see Principal Regions, ch. 2).
This policy has generally saved the northern tribes from the kind of exploitation that those elsewhere in South Asia have suffered. In Arunachal Pradesh (formerly part of the North-East Frontier Agency), for example, tribal members control commerce and most lower-level administrative posts. Government construction projects in the region have provided tribes with a significant source of cash--both for setting up businesses and for providing paying customers. Some tribes have made rapid progress through the education system. Instruction was begun in Assamese but was eventually changed to Hindi; by the early 1980s, English was taught at most levels. Both education and the increase in ready cash from government spending have permitted tribal people a significant measure of social mobility. The role of early missionaries in providing education was also crucial in Assam.
Government policies on forest reserves have affected tribal peoples profoundly. Wherever the state has chosen to exploit forests, it has seriously undermined the tribes' way of life. Government efforts to reserve forests have precipitated armed (if futile) resistance on the part of the tribal peoples involved. Intensive exploitation of forests has often meant allowing outsiders to cut large areas of trees (while the original tribal inhabitants were restricted from cutting), and ultimately replacing mixed forests capable of sustaining tribal life with single-product plantations. Where forests are reserved, nontribals have proved far more sophisticated than their forest counterparts at bribing the necessary local officials to secure effective (if extralegal) use of forestlands. The system of bribing local officials charged with enforcing the reserves is so well established that the rates of bribery are reasonably fixed (by the number of plows a farmer uses or the amount of grain harvested). Tribal people often end up doing unpaid work for Hindus simply because a caste Hindu, who has paid the requisite bribe, can at least ensure a tribal member that he or she will not be evicted from forestlands. The final irony, notes von Fürer-Haimendorf, is that the swidden cultivation many tribes practiced had maintained South Asia's forests, whereas the intensive cultivating and commercial interests that replaced the tribal way of life have destroyed the forests (see Forestry, ch. 7).
Extending the system of primary education into tribal areas and reserving places for tribal children in middle and high schools and higher education institutions are central to government policy, but efforts to improve a tribe's educational status have had mixed results (see Education, ch. 2). Recruitment of qualified teachers and determination of the appropriate language of instruction also remain troublesome. Commission after commission on the "language question" has called for instruction, at least at the primary level, in the students' native tongue. In some regions, tribal children entering school must begin by learning the official regional language, often one completely unrelated to their tribal tongue. The experiences of the Gonds of Andhra Pradesh provide an example. Primary schooling began there in the 1940s and 1950s. The government selected a group of Gonds who had managed to become semiliterate in Telugu and taught them the basics of written script. These individuals became teachers who taught in Gondi, and their efforts enjoyed a measure of success until the 1970s, when state policy demanded instruction in Telugu. The switch in the language of instruction both made the Gond teachers superfluous because they could not teach in Telugu and also presented the government with the problem of finding reasonably qualified teachers willing to teach in outlying tribal schools.
The commitment of tribes to acquiring a formal education for their children varies considerably. Tribes differ in the extent to which they view education positively. Gonds and Pardhans, two groups in the central hill region, are a case in point. The Gonds are cultivators, and they frequently are reluctant to send their children to school, needing them, they say, to work in the fields. The Pardhans were traditionally bards and ritual specialists, and they have taken to education with enthusiasm. The effectiveness of educational policy likewise varies by region. In those parts of the northeast where tribes have generally been spared the wholesale onslaught of outsiders, schooling has helped tribal people to secure political and economic benefits. The education system there has provided a corps of highly trained tribal members in the professions and high-ranking administrative posts.
Many tribal schools are plagued by high dropout rates. Children attend for the first three to four years of primary school and gain a smattering of knowledge, only to lapse into illiteracy later. Few who enter continue up to the tenth grade; of those who do, few manage to finish high school. Therefore, very few are eligible to attend institutions of higher education, where the high rate of attrition continues.
TRIBALS IN ORISSA
Tribals in Orissa
The district Rayagada was carved out of the erstwhile Koraput district on 02.10.1992, as part of the extension plan of districts in the state. The district has a population of 832019, out of which 473379 are tribals. in other words, the district is predominantly a tribal populated district with 57.52 % of tribal population. Keeping this in view, all the 11 blocks of the district have been covered under tribal sub-plan with 3 micro projects in operation for the pre-literate indigenous tribal communities.The physiography of Rayagada gives a prefect platform for the tribals in sustaining their ethno-cultural identity in the district. Forest area covers an extent of 4785.36 Sq.K.M. out of which 777.27 Sq.K.M. is Reserved forest. The district has been the homeland of various tribal communities with their sub-tribes, who are found in different level of development depending upon their assimilation with the so-called mainstream or modern communities. The kondhas and its subsection constitute the major percentage of tribal population in the district and the Souras stand second. There are also many other tribal communities who are, however, negligible in number but definitely contribute to the exotic intermingling culture of the district.in the ethno-cultural map of Orissa, two tribes stand out quite prominently for their educational backwardness and continuing ethnic and cultural identity.Firstly, the Kondhas are one of the primitive tribes, inhabiting almost all the blocks of the district. Their highest concentration is found in the blocks of Rayagada, Kashipur, Kalyansinghpur, Bissamcuttack and Muniguda. Secondly, the Souras or Lanjia Souras as they are often called due to their dress pattern wear a loin cloth hanging from behind & which could be mistakenly identified as a tail by a stranger. They inhabit blocks of Gunupur, Padmapur and Gudari. Their highest concentration is found in the Puttasingi area, approximately 25 Kms away from Gunupur NAC. Although, they are close to the assimilation process, yet some interior GPs like Rejingtal, Sagada and Puttasingi have Souras who still retain their traditional tribal customs and traditions.
The district Rayagada was carved out of the erstwhile Koraput district on 02.10.1992, as part of the extension plan of districts in the state. The district has a population of 832019, out of which 473379 are tribals. in other words, the district is predominantly a tribal populated district with 57.52 % of tribal population. Keeping this in view, all the 11 blocks of the district have been covered under tribal sub-plan with 3 micro projects in operation for the pre-literate indigenous tribal communities.The physiography of Rayagada gives a prefect platform for the tribals in sustaining their ethno-cultural identity in the district. Forest area covers an extent of 4785.36 Sq.K.M. out of which 777.27 Sq.K.M. is Reserved forest. The district has been the homeland of various tribal communities with their sub-tribes, who are found in different level of development depending upon their assimilation with the so-called mainstream or modern communities. The kondhas and its subsection constitute the major percentage of tribal population in the district and the Souras stand second. There are also many other tribal communities who are, however, negligible in number but definitely contribute to the exotic intermingling culture of the district.in the ethno-cultural map of Orissa, two tribes stand out quite prominently for their educational backwardness and continuing ethnic and cultural identity.Firstly, the Kondhas are one of the primitive tribes, inhabiting almost all the blocks of the district. Their highest concentration is found in the blocks of Rayagada, Kashipur, Kalyansinghpur, Bissamcuttack and Muniguda. Secondly, the Souras or Lanjia Souras as they are often called due to their dress pattern wear a loin cloth hanging from behind & which could be mistakenly identified as a tail by a stranger. They inhabit blocks of Gunupur, Padmapur and Gudari. Their highest concentration is found in the Puttasingi area, approximately 25 Kms away from Gunupur NAC. Although, they are close to the assimilation process, yet some interior GPs like Rejingtal, Sagada and Puttasingi have Souras who still retain their traditional tribal customs and traditions.
HUMAN RIGHTS FOR WOMEN IN INDIA
Human Rights for Women in India
Woman, the very creation of God that makes living beautiful is often at the receiving end of trauma. Not necessarily do criminals live around rural thatched roofs only. They are found in sky rises and posh suites too. In 2009 rape cases have reached 2,497, domestic violence has crossed the 10,000 mark. In short women are still treated as a lesser person. But of course the government is doing all its best to improvise the situation. Around 2.8 million social workers have been employed by the government to reach into villages and homes across the country, to make women aware of their rights.Much to their surprise women are not even aware that they have any rights in a man’s world. While some are treated as slaves in their adulthood, most don’t even enjoy a childhood. To this purpose the National Commission for Women is set up and located at 4, Deen Dayal, Upadhayaya Marg, New Delhi 110 002, phone: 11 23237166. It is the apex organisation for protecting women. Besides this there are Commissions set up in each state of the country to protect and uplift women. These organizations implicit that there should be equality of rights for women as given to men. Article 14 of the Constitution in India says that no person will be denied equality before the law. Article 42 states that women should be provided just and human work atmosphere and maternity relief. Sati laws have been abolished, child marriages are legally punishable. The girl now has to be of 18 years when she is married and her consent has to be taken. Using force is punishable. To her relief eve teasing too is considered a crime. It can be reported and offenders will be put behind bars immediately.
Women's Rights Movement in India : There are many committed organizations and non-governmental organisations (Ngos) in India working for the advancement of women's rights in addition to government appointed agencies. The Indian government has a National Commission for Women, which is dedicated to the welfare of Indian women.
Woman, the very creation of God that makes living beautiful is often at the receiving end of trauma. Not necessarily do criminals live around rural thatched roofs only. They are found in sky rises and posh suites too. In 2009 rape cases have reached 2,497, domestic violence has crossed the 10,000 mark. In short women are still treated as a lesser person. But of course the government is doing all its best to improvise the situation. Around 2.8 million social workers have been employed by the government to reach into villages and homes across the country, to make women aware of their rights.Much to their surprise women are not even aware that they have any rights in a man’s world. While some are treated as slaves in their adulthood, most don’t even enjoy a childhood. To this purpose the National Commission for Women is set up and located at 4, Deen Dayal, Upadhayaya Marg, New Delhi 110 002, phone: 11 23237166. It is the apex organisation for protecting women. Besides this there are Commissions set up in each state of the country to protect and uplift women. These organizations implicit that there should be equality of rights for women as given to men. Article 14 of the Constitution in India says that no person will be denied equality before the law. Article 42 states that women should be provided just and human work atmosphere and maternity relief. Sati laws have been abolished, child marriages are legally punishable. The girl now has to be of 18 years when she is married and her consent has to be taken. Using force is punishable. To her relief eve teasing too is considered a crime. It can be reported and offenders will be put behind bars immediately.
Women's Rights Movement in India : There are many committed organizations and non-governmental organisations (Ngos) in India working for the advancement of women's rights in addition to government appointed agencies. The Indian government has a National Commission for Women, which is dedicated to the welfare of Indian women.
DOMESTIC VIOLENCE IN INDIA
Domestic Violence in India
Domestic Violence can be described as when one adult in a relationship misuses power to control another. It is the establishment of control and fear in a relationship through violence and other forms of abuse. The violence may involve physical abuse, sexual assault and threats. Sometimes it’s more subtle, like making someone feel worthless, not letting them have any money, or not allowing them to leave the home. Social isolation and emotional abuse can have long-lasting effects as well as physical violence. Domestic Violence isn't just hitting, or fighting, or an occasional argument. It's an abuse of power. The abuser tortures and controls the victim by calculated threats, intimidation, and physical violence. . Although both men and women can be abused, in most cases, the victims are women. Children in homes where there is domestic violence are also abused or neglected. Although the woman is usually the primary target, violence is sometimes directed toward children, and sometimes toward family members and friends.
Many women in India are the victims of domestic abuse. Domestic violence is a CRIME and you must seek help.
Forms of Domestic Violence
Domestic violence can take many forms and variations and can happen once in a while or all at the same time. Domestic violence can be Psychological Abuse, Social Abuse, Financial Abuse, Physical Assault or Sexual Assault. Violence can be criminal and includes physical assault or injury (hitting, beating, shoving, etc.), sexual abuse ( forced sexual activity), or stalking.
Common Forms of violence against Indian women include:
Female feticide (selective abortion based on the fetus gender or sex selection of child), Domestic violence, Dowry death or harassment , Mental and physical torture, Sexual trafficking, and Public humiliation.
How children can get affected by domestic violence at home:
1) Children can themselves get physically abused or hurt.
2) Witnessing violence actions can be mentally damaging
Children often try to intervene to protect the adult victim, which puts them in a dangerous situation
Children can copy the violent behavior they witness, both as children and as adults
They may develop stress-related problems in health
They can loose self- confidence, be afraid/angry, and blame themselves for what is happening or feel guilty.
Domestic Violence can be described as when one adult in a relationship misuses power to control another. It is the establishment of control and fear in a relationship through violence and other forms of abuse. The violence may involve physical abuse, sexual assault and threats. Sometimes it’s more subtle, like making someone feel worthless, not letting them have any money, or not allowing them to leave the home. Social isolation and emotional abuse can have long-lasting effects as well as physical violence. Domestic Violence isn't just hitting, or fighting, or an occasional argument. It's an abuse of power. The abuser tortures and controls the victim by calculated threats, intimidation, and physical violence. . Although both men and women can be abused, in most cases, the victims are women. Children in homes where there is domestic violence are also abused or neglected. Although the woman is usually the primary target, violence is sometimes directed toward children, and sometimes toward family members and friends.
Many women in India are the victims of domestic abuse. Domestic violence is a CRIME and you must seek help.
Forms of Domestic Violence
Domestic violence can take many forms and variations and can happen once in a while or all at the same time. Domestic violence can be Psychological Abuse, Social Abuse, Financial Abuse, Physical Assault or Sexual Assault. Violence can be criminal and includes physical assault or injury (hitting, beating, shoving, etc.), sexual abuse ( forced sexual activity), or stalking.
Common Forms of violence against Indian women include:
Female feticide (selective abortion based on the fetus gender or sex selection of child), Domestic violence, Dowry death or harassment , Mental and physical torture, Sexual trafficking, and Public humiliation.
How children can get affected by domestic violence at home:
1) Children can themselves get physically abused or hurt.
2) Witnessing violence actions can be mentally damaging
Children often try to intervene to protect the adult victim, which puts them in a dangerous situation
Children can copy the violent behavior they witness, both as children and as adults
They may develop stress-related problems in health
They can loose self- confidence, be afraid/angry, and blame themselves for what is happening or feel guilty.
RURAL MARKETING - A CRITICAL REVIEW
Rural Marketing - A Critical Review
ByDr. N. RajendhiranMBA, PhDDirectorPeriyar Institute of Management StudiesPeriyar UniversitySalem.
Prime Minister Manmohan Singh recently talked about his vision for rural India: "My vision of rural India is of a modern agrarian, industrial and services economy co-existing side by side, where people can live in well-equipped villages and commute easily to work, be it on the farm or in the non-farm economy. There is much that modern science and technology can do to realise this vision. Rural incomes have to be increased. Rural infrastructure has to be improved. Rural health and education needs have to be met. Employment opportunities have to be created in rural areas."
'Go rural' is the slogan of marketing gurus after analyzing the socio-economic changes in villages. The Rural population is nearly three times the urban, so that Rural consumers have become the prime target market for consumer durable and non-durable products, food, construction, electrical, electronics, automobiles, banks, insurance companies and other sectors besides hundred per cent of agri-input products such as seeds, fertilizers, pesticides and farm machinery. The Indian rural market today accounts for only about Rs 8 billion of the total ad pie of Rs 120 billion, thus claiming 6.6 per cent of the total share. So clearly there seems to be a long way ahead. Although a lot is spoken about the immense potential of the unexplored rural market, advertisers and companies find it easier to vie for a share of the already divided urban pie.
The success of a brand in the Indian rural market is as unpredictable as rain. It has always been difficult to gauge the rural market. Many brands, which should have been successful, have failed miserably. More often than not, people attribute rural market success to luck. Therefore, marketers need to understand the social dynamics and attitude variations within each village though nationally it follows a consistent pattern looking at the challenges and the opportunities which rural markets offer to the marketers it can be said that the future is very promising for those who can understand the dynamics of rural markets and exploit them to their best advantage. A radical change in attitudes of marketers towards the vibrant and burgeoning rural markets is called for, so they can successfully impress on the 230 million rural consumers spread over approximately six hundred thousand villages in rural India.
What rural market buys?
Rural India buys small packs, as they are perceived as value for money. There is brand stickiness, where a consumer buys a brand out of habit and not really by choice. Brands rarely fight for market share; they just have to be visible in the right place. Even expensive brands, such as Close-Up, Marie biscuits and Clinic shampoo are doing well because of deep distribution, many brands are doing well without much advertising support — Ghadi, a big detergent brand in North India, is an example.
Why Rural Market?
The Indian rural market has a huge demand base and offers great opportunities to marketers. Two-thirds of Indian consumers live in rural areas and almost half of the national income is generated here. The reasons for heading into the rural areas are fairly clear. The urban consumer durable market for products like colour TVs, washing machines, refrigerators and air conditioners is growing annually at between 7 per cent and 10 per cent.
The rural market is zooming ahead at around 25 per cent annually. "The rural market is growing faster than urban India now," says Venugopal Dhoot, chairman of the Rs 989 -crore(Rs billion) Videocon Appliances. "The urban market is a replacement and up gradation market today," adds Samsung's director, marketing, Ravinder Zutshi.
Reasons for improvement of business in rural area
Socio-economic changes (lifestyle, habits and tastes, economic status)
Literacy level (25% before independence – more than 65% in 2001)
Infrastructure facilities (roads, electricity, media)
Increase in income
Increase in expectations
MART, the specialist rural marketing and rural development consultancy has found that 53 per cent of FMCG sales lie in the rural areas, as do 59 per cent of consumer durable sales, said its head Pradeep Kashyap at the seminar. Of two million BSNL mobile connections, 50 per cent went to small towns and villages, of 20 million Rediffmail subscriptions, 60 per cent came from small towns, so did half the transactions on Rediff's shopping site.
Special features of rural market
Unlike urban markets, rural markets are difficult to predict and possess special characteristics. The featured population is predominantly illiterate, have low income, characterized by irregular income, lack of monthly income and flow of income fluctuating with the monsoon winds.
Rural markets face the critical issues of Distribution, Understanding the rural consumer, Communication and Poor infrastructure. The marketer has to strengthen the distribution and pricing strategies. The rural consumer expects value for money and owing to has unsteady and meager status of weekly income; increasing the household income and improving distribution are the viable strategies that have to be adapted to tap the immense potential of the market.
Media reach is a strong reason for the penetration of goods like cosmetics, mobile phones, etc., which are only used by the urban people. Increasing awareness and knowledge on different products and brands accelerate the demand. The rural audience are however critical of glamorous ads on TV, and depend on the opinion leaders who introduce the product by using it and recommending it.
Opinion leaders play a key role in popularizing products and influence in rural market. Nowadays educated youth of rural also influences the rural consumers. Rural consumers are influenced by the life style they watch on television sets. Their less exposure to outside world makes them innocent and fascinated to novelties. The reach of mass television media, especially television has influenced the buying behaviour greatly
Creating brands for rural India
Rural markets are delicately powerful. Certain adaptations are required to cater to the rural masses; they have unique expectation and warrant changes in all four parameters of product, price, promotion and distribution.
A lot is already emphasized on adapting the product and price in terms of packaging, flavouring, etc and in sachets, priced to suit the economic status of the rural India in sizes like Rs.5 packs and Re.1 packs that are perceived to be of value for money. This is a typical penetration strategy, that promises to convert the first time customers to repeated customers.
The promotion strategies and distribution strategies are of paramount importance. Ad makers have learnt to leverage the benefits of improved infrastructure and media reach. The television airs advertisements to lure rural masses, and they are sure it reaches the target audience, because majority of rural India possesses and is glued to TV sets!
Distributing small and medium sized packets thro poor roads, over long distances, into deep pockets of rural India and getting the stockiest to trust the mobility is a Herculean task. Giving the confidence those advertisements will support. Sales force is being trained to win the confidence of opinion leaders. Opinion leaders play an important role in popularizing the brand. They sometimes play the role of entry barriers for new products.
The method of promotion needs to be tailored to suit the expectations of the market. Techniques that have proved to be successful are Van campaigns, edutainment films, generating word of mouth publicity through opinion leaders, colourful wall paintings. The Wide reach of television has exposed the other wise conservative audience to westernization. Panchayat televisions in Tamilnadu carries message that are well received and contribute to community development.
Dynamics of rural markets differ from other market types, and similarly rural marketing strategies are also significantly different from the marketing strategies aimed at an urban or industrial consumer. This, along with several other related issues, have been subject matter of intense discussions and debate in countries like India and China and focus of even international symposia organized in these countries.
Rural markets and rural marketing involve a number of strategies, which include:
* Client and location specific promotion
* Joint or cooperative promotion
* Bundling of inputs
* Partnership for sustainability
Client and Location specific promotion involves a strategy designed to be suitable to the location and the client. Joint or co-operative promotion strategy involves participation between the marketing agencies and the client. 'Bundling of inputs' denote a marketing strategy, in which several related items are sold to the target client, including arrangements of credit, after-sale service, and so on. Media, both traditional as well as the modern media, is used as a marketing strategy to attract rural customers. Partnership for sustainability involves laying and building a foundation for continuous and long lasting relationship.
Innovative media can be used to reach the rural customers. Radio and television are the conventional media that are reaching the rural audience effectively. But horse cart, bullock cart and wall writing are the other media, which can carry the message effectively to the rural customers.
Rural marketing is an evolving concept, and as a part of any economy has untapped potential; marketers have realized the opportunity recently. Improvement in infrastructure and reach, promise a bright future for those intending to go rural. Rural consumers are keen on branded goods nowadays, so the market size for products and services seems to have burgeoned. The rural population has shown a trend of wanting to move into a state of gradual urbanization in terms of exposure, habits, lifestyles and lastly, consumption patterns of goods and services. There are dangers on concentrating more on the rural customers. Reducing the product features in order to lower prices is a dangerous game to play.
ByDr. N. RajendhiranMBA, PhDDirectorPeriyar Institute of Management StudiesPeriyar UniversitySalem.
Prime Minister Manmohan Singh recently talked about his vision for rural India: "My vision of rural India is of a modern agrarian, industrial and services economy co-existing side by side, where people can live in well-equipped villages and commute easily to work, be it on the farm or in the non-farm economy. There is much that modern science and technology can do to realise this vision. Rural incomes have to be increased. Rural infrastructure has to be improved. Rural health and education needs have to be met. Employment opportunities have to be created in rural areas."
'Go rural' is the slogan of marketing gurus after analyzing the socio-economic changes in villages. The Rural population is nearly three times the urban, so that Rural consumers have become the prime target market for consumer durable and non-durable products, food, construction, electrical, electronics, automobiles, banks, insurance companies and other sectors besides hundred per cent of agri-input products such as seeds, fertilizers, pesticides and farm machinery. The Indian rural market today accounts for only about Rs 8 billion of the total ad pie of Rs 120 billion, thus claiming 6.6 per cent of the total share. So clearly there seems to be a long way ahead. Although a lot is spoken about the immense potential of the unexplored rural market, advertisers and companies find it easier to vie for a share of the already divided urban pie.
The success of a brand in the Indian rural market is as unpredictable as rain. It has always been difficult to gauge the rural market. Many brands, which should have been successful, have failed miserably. More often than not, people attribute rural market success to luck. Therefore, marketers need to understand the social dynamics and attitude variations within each village though nationally it follows a consistent pattern looking at the challenges and the opportunities which rural markets offer to the marketers it can be said that the future is very promising for those who can understand the dynamics of rural markets and exploit them to their best advantage. A radical change in attitudes of marketers towards the vibrant and burgeoning rural markets is called for, so they can successfully impress on the 230 million rural consumers spread over approximately six hundred thousand villages in rural India.
What rural market buys?
Rural India buys small packs, as they are perceived as value for money. There is brand stickiness, where a consumer buys a brand out of habit and not really by choice. Brands rarely fight for market share; they just have to be visible in the right place. Even expensive brands, such as Close-Up, Marie biscuits and Clinic shampoo are doing well because of deep distribution, many brands are doing well without much advertising support — Ghadi, a big detergent brand in North India, is an example.
Why Rural Market?
The Indian rural market has a huge demand base and offers great opportunities to marketers. Two-thirds of Indian consumers live in rural areas and almost half of the national income is generated here. The reasons for heading into the rural areas are fairly clear. The urban consumer durable market for products like colour TVs, washing machines, refrigerators and air conditioners is growing annually at between 7 per cent and 10 per cent.
The rural market is zooming ahead at around 25 per cent annually. "The rural market is growing faster than urban India now," says Venugopal Dhoot, chairman of the Rs 989 -crore(Rs billion) Videocon Appliances. "The urban market is a replacement and up gradation market today," adds Samsung's director, marketing, Ravinder Zutshi.
Reasons for improvement of business in rural area
Socio-economic changes (lifestyle, habits and tastes, economic status)
Literacy level (25% before independence – more than 65% in 2001)
Infrastructure facilities (roads, electricity, media)
Increase in income
Increase in expectations
MART, the specialist rural marketing and rural development consultancy has found that 53 per cent of FMCG sales lie in the rural areas, as do 59 per cent of consumer durable sales, said its head Pradeep Kashyap at the seminar. Of two million BSNL mobile connections, 50 per cent went to small towns and villages, of 20 million Rediffmail subscriptions, 60 per cent came from small towns, so did half the transactions on Rediff's shopping site.
Special features of rural market
Unlike urban markets, rural markets are difficult to predict and possess special characteristics. The featured population is predominantly illiterate, have low income, characterized by irregular income, lack of monthly income and flow of income fluctuating with the monsoon winds.
Rural markets face the critical issues of Distribution, Understanding the rural consumer, Communication and Poor infrastructure. The marketer has to strengthen the distribution and pricing strategies. The rural consumer expects value for money and owing to has unsteady and meager status of weekly income; increasing the household income and improving distribution are the viable strategies that have to be adapted to tap the immense potential of the market.
Media reach is a strong reason for the penetration of goods like cosmetics, mobile phones, etc., which are only used by the urban people. Increasing awareness and knowledge on different products and brands accelerate the demand. The rural audience are however critical of glamorous ads on TV, and depend on the opinion leaders who introduce the product by using it and recommending it.
Opinion leaders play a key role in popularizing products and influence in rural market. Nowadays educated youth of rural also influences the rural consumers. Rural consumers are influenced by the life style they watch on television sets. Their less exposure to outside world makes them innocent and fascinated to novelties. The reach of mass television media, especially television has influenced the buying behaviour greatly
Creating brands for rural India
Rural markets are delicately powerful. Certain adaptations are required to cater to the rural masses; they have unique expectation and warrant changes in all four parameters of product, price, promotion and distribution.
A lot is already emphasized on adapting the product and price in terms of packaging, flavouring, etc and in sachets, priced to suit the economic status of the rural India in sizes like Rs.5 packs and Re.1 packs that are perceived to be of value for money. This is a typical penetration strategy, that promises to convert the first time customers to repeated customers.
The promotion strategies and distribution strategies are of paramount importance. Ad makers have learnt to leverage the benefits of improved infrastructure and media reach. The television airs advertisements to lure rural masses, and they are sure it reaches the target audience, because majority of rural India possesses and is glued to TV sets!
Distributing small and medium sized packets thro poor roads, over long distances, into deep pockets of rural India and getting the stockiest to trust the mobility is a Herculean task. Giving the confidence those advertisements will support. Sales force is being trained to win the confidence of opinion leaders. Opinion leaders play an important role in popularizing the brand. They sometimes play the role of entry barriers for new products.
The method of promotion needs to be tailored to suit the expectations of the market. Techniques that have proved to be successful are Van campaigns, edutainment films, generating word of mouth publicity through opinion leaders, colourful wall paintings. The Wide reach of television has exposed the other wise conservative audience to westernization. Panchayat televisions in Tamilnadu carries message that are well received and contribute to community development.
Dynamics of rural markets differ from other market types, and similarly rural marketing strategies are also significantly different from the marketing strategies aimed at an urban or industrial consumer. This, along with several other related issues, have been subject matter of intense discussions and debate in countries like India and China and focus of even international symposia organized in these countries.
Rural markets and rural marketing involve a number of strategies, which include:
* Client and location specific promotion
* Joint or cooperative promotion
* Bundling of inputs
* Partnership for sustainability
Client and Location specific promotion involves a strategy designed to be suitable to the location and the client. Joint or co-operative promotion strategy involves participation between the marketing agencies and the client. 'Bundling of inputs' denote a marketing strategy, in which several related items are sold to the target client, including arrangements of credit, after-sale service, and so on. Media, both traditional as well as the modern media, is used as a marketing strategy to attract rural customers. Partnership for sustainability involves laying and building a foundation for continuous and long lasting relationship.
Innovative media can be used to reach the rural customers. Radio and television are the conventional media that are reaching the rural audience effectively. But horse cart, bullock cart and wall writing are the other media, which can carry the message effectively to the rural customers.
Rural marketing is an evolving concept, and as a part of any economy has untapped potential; marketers have realized the opportunity recently. Improvement in infrastructure and reach, promise a bright future for those intending to go rural. Rural consumers are keen on branded goods nowadays, so the market size for products and services seems to have burgeoned. The rural population has shown a trend of wanting to move into a state of gradual urbanization in terms of exposure, habits, lifestyles and lastly, consumption patterns of goods and services. There are dangers on concentrating more on the rural customers. Reducing the product features in order to lower prices is a dangerous game to play.
Thursday, February 4, 2010
Stones thrown at minority institutions
MANGALORE: The Canara Organisation for Development and Peace (CODP) at Nanthoor, the Noorani and Noor-ul-Islam mosques, an orphanage, a house and a shop adjoining the mosques in Kumpala were damaged in stone-throwing by suspected Hindutva activists early on Sunday.
At the CODP, which is the social service organisation of the Mangalore Catholic Diocese, the attackers threw stones and damaged a stained glass with an image of Mary as well as windowpanes of the building. The incident came to light at daybreak.
Around 2 a.m., a string of Muslim institutions were targeted at Kumpala. The attackers are suspected to have been travelling on motorcycles. They first threw stones at the Noorani mosque, then moved on to a neighbouring cellphone shop and damaged it. They then damaged a concrete fence of a house next door before throwing stones at the adjoining Noor-Ul-Islam mosque and the orphanage run by it.(Source: THE HINDU, FEB 01,2010)
At the CODP, which is the social service organisation of the Mangalore Catholic Diocese, the attackers threw stones and damaged a stained glass with an image of Mary as well as windowpanes of the building. The incident came to light at daybreak.
Around 2 a.m., a string of Muslim institutions were targeted at Kumpala. The attackers are suspected to have been travelling on motorcycles. They first threw stones at the Noorani mosque, then moved on to a neighbouring cellphone shop and damaged it. They then damaged a concrete fence of a house next door before throwing stones at the adjoining Noor-Ul-Islam mosque and the orphanage run by it.(Source: THE HINDU, FEB 01,2010)
Plan to expand Salem airport
SALEM: Demands for the upgradation of landing aids, expansion of surface area and infrastructure and the introduction of cargo handling facilities at the Salem airport have gained momentum.
After 16 years of hibernation, the airport has become active with Kingfisher Airlines operating a flight between Chennai and Salem from November 15, 2009.
But facilities at the airport remain inadequate. The 6,000-feet runway that can handle smaller aircraft such as ATRs, which Kingfisher is operating now, needs to be expanded. The installation of sophisticated computerised systems for operational functions is also a need.
Highly placed sources told The Hindu that at present the airport was depending on an outdated beacon-type navigational system. Flights could not land at Salem in two instances owing to foggy conditions. As fly-by-wire systems now rule the sky, the installation of computerised navigational systems such as instrument landing systems has become imperative. (Source:THE HINDU,Feb 04,2010)
After 16 years of hibernation, the airport has become active with Kingfisher Airlines operating a flight between Chennai and Salem from November 15, 2009.
But facilities at the airport remain inadequate. The 6,000-feet runway that can handle smaller aircraft such as ATRs, which Kingfisher is operating now, needs to be expanded. The installation of sophisticated computerised systems for operational functions is also a need.
Highly placed sources told The Hindu that at present the airport was depending on an outdated beacon-type navigational system. Flights could not land at Salem in two instances owing to foggy conditions. As fly-by-wire systems now rule the sky, the installation of computerised navigational systems such as instrument landing systems has become imperative. (Source:THE HINDU,Feb 04,2010)
BT BRINJAL
As social activists, environmental researchers and a section of the agricultural scientists point out, it is for the first time that a genetically modified vegetable is being permitted to go through the field trials without studying the problems and consequences of introducing a vegetable carrying an alien genetic material. For the current scientific literature on the effect of GM (genetically modified) food on human health is not sure and clear about the nature and extent of the effect exerted by the genetically engineered food on the human well being.
Everything is going as planned and Bt.brinjal is expected to hit the market in a year’s time. But then what gives an ominous tone to the introduction of Bt.brinjal is the recent scientific study in Australia, which says that consumption of GM food could be one of the contributing factors to the increasing incidence of infertility.
In Europe, where there is a strong public opinion against the GM food, US agrochemical giants have not been able to make much headway in promoting their genetically engineered food products. For instance, in Switzerland, the moratorium on introducing genetically engineered food was extended on public demand. In Italy and Austria, government-funded studies have gone to show adverse impact of growing and consuming GM food.
Scientists at the Hyderabad-based Centre for Sustainable Agriculture wonder why there are no independent studies aimed at evaluating the impact of GM food from a variety of angles or an effort at labeling GM food products in India. Not labeling the products would imply that consumers will be left with no choice in so far as picking the food products is concerned.
Significantly, the research and field studies for the development of Bt.brinjal is done in Bangalore and Dharwad in Karnataka. Meanwhile, reports appearing in a section of the media point out that Maharastra Hybrid Seed Company(Mahyco), which is the Indian marketing arm for the US agrochemical and biotechnology giant Monsanto, has already received approval for the seed production of Bt.brinjal. However, the claim that Bt.brinjal would help end poverty is being questioned by experts familiar with the GM crops. Experience with Bt.cotton has already gone to show that with a heavy input cost including the purchase of seeds every sowing season, the farmer stands to gain little
The controversy over granting approval to Bt brinjal is set to deepen. Questions are being asked about the composition and functioning of the 16 member expert committee that granted approval to Bt brinjal.
Everything is going as planned and Bt.brinjal is expected to hit the market in a year’s time. But then what gives an ominous tone to the introduction of Bt.brinjal is the recent scientific study in Australia, which says that consumption of GM food could be one of the contributing factors to the increasing incidence of infertility.
In Europe, where there is a strong public opinion against the GM food, US agrochemical giants have not been able to make much headway in promoting their genetically engineered food products. For instance, in Switzerland, the moratorium on introducing genetically engineered food was extended on public demand. In Italy and Austria, government-funded studies have gone to show adverse impact of growing and consuming GM food.
Scientists at the Hyderabad-based Centre for Sustainable Agriculture wonder why there are no independent studies aimed at evaluating the impact of GM food from a variety of angles or an effort at labeling GM food products in India. Not labeling the products would imply that consumers will be left with no choice in so far as picking the food products is concerned.
Significantly, the research and field studies for the development of Bt.brinjal is done in Bangalore and Dharwad in Karnataka. Meanwhile, reports appearing in a section of the media point out that Maharastra Hybrid Seed Company(Mahyco), which is the Indian marketing arm for the US agrochemical and biotechnology giant Monsanto, has already received approval for the seed production of Bt.brinjal. However, the claim that Bt.brinjal would help end poverty is being questioned by experts familiar with the GM crops. Experience with Bt.cotton has already gone to show that with a heavy input cost including the purchase of seeds every sowing season, the farmer stands to gain little
The controversy over granting approval to Bt brinjal is set to deepen. Questions are being asked about the composition and functioning of the 16 member expert committee that granted approval to Bt brinjal.
Sunday, January 31, 2010
Public Health System in India
The much publicized National Urban Health Mission is yet to see the light of day. The scheme plans to monitor and improve the health of 22 crore people living in urban slums in 429 cities and towns. It was to be launched mid 2008 but the mission is yet to become functional.NURM is aimed at providing accessible, affordable, effective and reliable primary health care facilities especially to urban poor. Even for NHRM there is limited progress due to lack of standardization of medical facilities.
Female feticide continues to tarnish India�s image.The child sex ratio (0-6 years) was 945 (1991 census) and this declined to 927 girls per thousand boys (in 2001 census).The figures are alarming in prosperous states like Punjab(798),Haryana (819),Chandigarh (845),Delhi (868),Gujarat (883) and Himachal Pradesh (896).
| Number of PHCs,CHC and SCs | |||
| Year | CHC | PHC | SC |
| 2007 | 4,045 | 22,370 | 1, 45,272 |
| Infant Mortality Rate | |||
| Year | Rural | Urban | Total |
| 2007 | 61 | 37 | 55 |
| Number of Health Care Workers | ||||
| Year | Doctors at PHCs | Specialists at PHC | Health workers | Health workers |
| | | | Male | Female |
| 2007 | 22,608 | 5,117 | 62,881 | 1, 47,439 |
Higher wages make Kerala the new 'Gulf' for migrant labourers
The high wages, Rs.250-300 a day, for unskilled labour in the construction sector seems to be the main attraction for migrant labourers, say officials and manpower recruitment agencies.
The officials say it is extremely difficult to maintain a close surveillance on the employment of migrant labourers. The labour contractors are required to take a licence to deploy migrant labour. They also have to make a refundable deposit of Rs.1,000 - Rs.2,000 per labourer with the department. This would help us keep track of labour migration. But when migrant labourers come on their own, it is near impossible to know how many are employed here. So the migration is a serious thing that had to be considered by officials to solve this issue.
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