Table of Content

S.No Title of Articles and Authors Page No

1 An investigation of John Osborne's Jimmy Porter - a vicious hero in Look Back in Anger 1 -8
Mr. T.Vishnupriyan
2 Synthesis, Characterization, Computational analysis of (4-amino-2-(4- ethoxyphenyl)
aminothiazol-5 yl) (thiophene-2-yl) methanone Fathima Shahana .M & Yardily.A 9-18
3 Synthesis and Characterisation of Polypyrrole-Silica Nanocomposites 19-25
R. Subitha & Dr. G.S. Prabha Littis Malar
4 Emergence of New Woman in Jaishree Misra’s Ancient Promises A.Vana Aswini 26-30
5 Assertion of Identity in Aravind Adiga’s The White Tiger
S. Austin Sweety & Dr. V.S. Shiny 31-36
6 The Impact of Techno Stress Among College Students in Thoothukudi District With
Regard to their Addictive Smartphone Usage
Dr. S.C. B. Samuel Anbuselvan & Ms. K. Deepthinivasini 37-45
7 A Study on Green Marketing in South Tamilnadu Rising Challenges and Opportunities, for
Better Future B.Vinisha & Dr.G.Venkadasalapathi 46-54
8 Retrieving the Subalternity: A Reflection of Malsawmi Jacob’s Zorami: A Redemption
Song Mr. Y. Jiny Amos & Dr. A. Nisha 55-60
9 Dilemmas in a Borderless World: Transnationalist Discourses in Chimamanda Ngozi
Adichie’s Americanah Indu Balachandran 61-66
10 Power, Resistance and Agency in Ambivalent Space of Gender Subversion in so Good in
Black Mercy Thomas 67-79
11 Influence of Personal Factors in Utility of Mobile Phone Service – A Study
Dr. Lenin John 80-84
12 Natural Resources and Agricultural Development in Vilavancode Taluk of Kanyakumari
District S.Panimaya Mercy 85-91
Growth of Micro Enterprises in India Dr.B. Satheesh
13 92-101
14 Strongly Soft G-Biclosed Sets in Soft Bi-Cech Closure Space
R. Vijaya Chandra, V. Pushpalatha & B. Bhuvaneshwari 102-105
15 The Individual Passion and the Social Value in the Reef
K. Jaganbabu & Dr. C. S. Senthil 106-111
16 A Study on Customer Preference and Satisfaction Towards Jewellery in kanniyakumari
112-
District M.Amutha Angel, Dr.E.Joseph Rubert &Dr.Remila Jann 116
17 Adsorption of methylene blue dye using activated carbon from the Rubber seed shell
Shining Vinil Priya T & Helen D 117-127
18 Evaluation of Customers’ Perception on Green Banking Practices in Selected Public Sector
128-
Banks in Tamilnadu Dr. S. Chandrasekaran & M. Narayanan 133
19 Needs of Peace Education, Environmental Education and Human Rights in Higher
134-
Education in India Rupal D. Patel 136
20 Anguish of the Silenced: A Critical Study of Women in Mahesh Dattani’s Thirty Days in
137-
September M. Saravanan & Dr. V.S. Shiny 142
21 A Study on Role of Rural Tourism for Sustainable Development in Rural Areas with
Reference to Coimbatore District
Dr.S.Mohan, Dr.S.N.Selvaraj & Dr.S.Muruganandam 143-152
22 Is the Planet Safe in the Hands of Business? A Study on The Role of Environmental
Accounting in Entreprises with Special Reference to Tata Steel Limited Athira K A 153-162
23 Key frame Based Face in Video Recognition using Convolution Neural Network and
Extreme Learning Machine Dr. S. Wilson & Dr. A. Lenin Fred 163-172
24 Study on Unemployment Among Female Graduates in Trivandrum District Thasni S 173-178
25 Engaging in Active Life: An Analysis of Physical Activity Engagement of Athletes During
The Nation’s Lockdown Due To Covid-19 Sandeep Sunny 180-190
Work Place Interventions for Reducing Sitting Time at Sarvodaya Sahkari Bank, Surat
26 Desai Tarjani 191-206

27 Quality in Hospital Services – The Need of the Hour. Dr.V. Ramalexmi 207-216
28 Regional Disparity and Local Economic Development in Kerala –An Analysis
Dr Thahira K.K
217-225
29 Analysis of Phytoconstituents and antimicrobial activities of Pognatum microstomum – a
bryophyte(moss)
P. Pushba Bai1, S. Sahaya Sathish, S. Senthil kumar, S. Alagendran, S. Bavya
V. Thangarajan, S. Wellington Prabu and R. Kavitha 226-231
30 Consumer Awareness on Procter and Gamble Products - A Study with Special Reference at
Tirunelveli Dr. P. Geetha, Dr. M. Sultana Barvin & Dr. A. Benazir 232-242
31 Contemporary Perspective of Disaster Risk Management under a Pragmatic Approach
Aiming Sustainable Development Prayaga M.A 243-257
32 Napier Museum – An Archive of Kerala Culture Dr. Anand Lali Seena 258-262
33 Janasevanakendrams in Kerala: The New Mode of Serving the Public Dr. Radhika B.C 263-269
34 Origin and Development of the Art Form of Kathakali in the Social Milieu of Kerala 270-281
Ms. Thushara P.S
35 Social Exclusion and Discrimination of Koraga Tribes of Kerala Vijaya Kumari.K 282-289
36 Reflections of Caste and Communal Consciousness in the Malayali Memorial of Modern
Travancore (1891) Dr. Shaji. A 290-302
37 A Role and Activities of Farm Women in Food Security in Tiruchendur Block of
Thoothukudi District Dr.N.Nagalakshmi 303-309
38 A Study on Employee Retention Strategy with Special Reference to Kairali Malayalam
Communication Ltd. S Vidya Devi 310-318
39 Education in India : Issues & Remedies Kadia Vaishika R & Dr. Dhaval J. Pandya 319-327
40 Configuration Management in Aerospace Industry: A Review 328-336
Suresh Kumar C , Dr. Sanitha K K & Dr. Suresh Subramoniam
41 A Study on Marketing Stratigies and Challenges Faced by Pottery Artisans with Special
Reference To Trivandrum District Sreelekshmi S R 337-345
42 Work Life Balance as the mediator between Antecedents to Job Outcomes that leads to
Employee Well Being: A position Paper
Mrs. Tina Blossom Francis & Dr.Ebby JosephIdicula 346-358
43 Clutches of Care and Intricacies of Relationship in Chitra Banerjee Divakaruni's Oleander
Girl Vinothini M 359-362
44 A Study on Customer’s Perception of Mobile Banking in Madurai City
M. Narayanan & Dr. B. Raja 363-369
45 Awareness and Effectiveness of Educational Schemes for Scheduled Tribes in Eastern
Ghats of Tamilnadu N.Sanjaigandhi & Dr.B.Revathy 370-380
46 Impact of Organic Food on Human Health in Tirunelveli District
M. Arunkumar Victor & Dr. B. Revathy 381-387
47 Motivational Needs of Women Employees in Unorganised Sector
Mrs Janat Jeya Kavitha, Dr.B.Revathy 388-400
48 Perception and Practices of Consumer Protection Act in Southern Districts of Tamil Nadu
Mrs. T.Sangeetha Sudha & Dr.B.Revathy 401-411
49 Status of Swachh Bharat Abhiyan in India P.Suganya & Dr.B.Revathy 412-422
50 Fisher Women Self Help Groups S.Veniswari & Dr. B. Revathy 423-428
51 Stress Management-A Conceptual Framework Devi Sathya.V & Dr.B.Revathy 430-437
52 A Study on Buyers’ Attitude towards Buying Wedding Cards vis-à-vis E-cards with
reference to Madurai city Dr.M.Balaji 438-444
53 Plight Of Women Workers In Unorganized Sector of Tenkasi District
Mrs.J.Sutha & DR.V.Anandhavalli 445-453
Studies in Indian Place Names ISSN: 2394 – 3114
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An investigation of John Osborne's Jimmy Porter - a vicious hero in Look Back in Anger

Mr. T.VISHNUPRIYAN
Assistant Professor of English
The Central Law College, Salem
Abstract
This examination focuses on the investigation of Osborne's Jimmy Porter who was a
furious youngster on the general public, spouse and his judgment of his better half's family. He is
man of sharp with and insensitive but wistful as well. Jimmy Porter is one of the most testing
wannabes to come out of the twentieth-century theater. He is a baffled man: however
exceptionally clever, the inflexible English class structure keeps him from securing an
occupation deserving of his gifts, as those are as yet held for those naturally introduced to
families with center or high society rearing. He is stuck selling desserts at the market and having
jazz impact time. All through the play we discover him as an irate youngster whose outrage is the
consequence of his disappointment.
Keywords: baffled, class, disappointment, investigation, irate
INTRODUCTION
'Look Back in Anger' by John James Osborne denoted the start of the unrest in British
Drama. It is a play of secure against the contemporary English society which mirrors the
temperament and temper of post-war England. The character of Jimmy Porter is the spiteful
legend who commands the entire play. It is his conduct and felt that has an unequivocal impact
upon the circumstances and the other individual in the play. As a saint, he speaks to the anger of
post war youth and gives a voice resistance and thwarted expectation with regards to the time.
Physical Look and Practices
Jimmy Porter, who might be viewed as the legend of the play, has been portrayed by the
creator as a tall, flimsy youngster around twenty-five. He is an upsetting blend of genuineness
and malignance, of delicacy and brutality. He is a man who, by his pride, would distance both
the individuals who are delicate and the individuals who are inhumane.
Jimmy is dependent on pipe-smoking. He is additionally a decent eater, despite the fact
that eating admirably has not made him any fatter, his purpose behind not having gained more
weight being. His companion Cliff considers him a nourishment crazy person who will one day
be captured for taking vegetables so as to meet his nourishment prerequisites. Jimmy is
additionally prone to play on a trumpet. Playing on the trumpet might be viewed as his leisure
activity. At one time he had sorted out a jazz band. Despite the fact that neither Alison nor Cliff,
(nor yet Helena) prefers his playing on his trumpet, he is very energetic about it and says: "Any
individual who doesn't care for genuine jazz, hasn't any inclination for music or
individuals".(Osborne, 1982) He is intrigued, as well, in tuning in to a melodic show on the

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radio. Jimmy is a college graduate. He had taken a stab at different occupations before beginning
a sweet-slowdown from which he is currently winning his employment.
An Angry Young Man: Grounds of his Anger; and his Self-indulgence
Jimmy is an "irate youngster". All through the play we discover him reviling things and
individuals. He is definitely disappointed with life all in all. No particular foundations for his
displeasure have been referenced throughout the play, yet we can draw our own inductions from
his numerous talks wherein he denounces people, establishments, and things by and large. One
chief explanation behind his displeasure is by all accounts the divergence between his own
average workers beginning and the upper white collar class to which his better half has a place.
At the end of the day, he is aware of class qualifications of which he firmly objects. Another
purpose behind his disappointment is that he is having a normal existence which offers no energy
or even assortment. He abhors Sundays since Sundays discourage him by their equality. This is
the manner by which he protests about the repetitiveness of Sundays: "Consistently a similar
custom.Perusing the papers, drinking tea, and pressing. A couple of more hours and one more
week gone. Our childhood is sneaking away."(Osborne, 1982) Yet another explanation behind
Jimmy's harshness is that he finds the two his companion Cliff and his significant other Alison to
be totally without any sort of energy. This is the means by which he expresses the case:
"Gracious sky, how I long for a little customary human energy. Just energy—that's it in a
nutshell. Proceeding with this objection he proceeds to state to Cliff, "I've a thought. For what
reason don't we have somewhat game? How about we imagine that we're people, and that we're
really alive." A little later he whines in this manner: "No one thinks, no one wants to think about
it. No convictions, no feelings and no eagerness. Simply one more Sunday evening." at the end
of the day, he feels bothered by the general detachment and mental inactivity of Alison and Cliff.
One of his initial encounters likewise represents Jimmy's indignation. He was just ten years of
age when his dad kicked the bucket. He watched his dad kicking the bucket over a time of about
a year, and that experience delivered a profound impact at the forefront of his thoughts. No one
else in the family had appeared to think about the perishing man. Jimmy used to sit by his dad's
bedside and hear him out talking. He used to go through monotonously in his dad's room, tuning
in to his dad's discussion which he could barely comprehend at that age. As Jimmy tells Helena,
he had learnt at an early age what it was to be "furious and defenseless". Thus there are a few
reasons that appear to have joined to drive Jimmy a mad youngster. He is feeling baffled and
harsh on the grounds that society has not treated him appropriately and in light of the fact that
society is unfeeling. Nor does he infer any solace or encouragement from the friendship of his
better half. Beside outrage, his most predominant having is self-sympathy.(Course Hero, 2020)
Jimmy’s Condemnation on his Wife Alison:
Jimmy is continually criticizing his significant other. He reprimands her for pressing the
garments perpetually. He condemns her for being excessively uproarious, saying: "She is so
ungainly… … ..The manner in which she hops on the bed, as though she were stepping all over,
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and moves the shades back with an incredible rattle, in that calmly damaging method for hers. It
resembles somebody propelling a warship."(Osborne, 1982) Sometimes Jimmy turns out to be
amazingly brutal in his analysis. For example, he alludes to his better half as "This landmark to
non-connection". He depicts her as "Woman Pusillanimous" which implies a lady needing in
solidness of psyche, or a shy and fainthearted lady. He censures Alison for composing letters to
her mom in which he is never referenced as though his name were a messy word. In reality, he
feels as mad about Alison's general mentality towards himself and towards life all in all that he
nearly expresses a revile upon her in the accompanying words: "If just something-something
would happen to you, and wake you out of your excellence rest! On the off chance that you
could have a kid, and it would bite the dust."(Osborne, 1982) Subsequently, Alison loses her
youngster through an unsuccessful labor and accordingly Jimmy's detestable wish is appallingly
satisfied. He additionally depicts her sexual enthusiasm so as to attempt to bring down her in the
estimation of Cliff and so as to offend her. This is the way he depicts her energy: "She has the
enthusiasm of a python. She just eats up me entire without fail, as though I were some over-
enormous bunny…She'll continue resting and eating up until there's nothing left of me."
(Osborne, 1982)
Later in the play, when he finds that Alison has fallen affected by Helena, he addresses
the previous in an offending way, saying: "You Judas! You mucus!" Since Alison doesn't hit
back and stays quiet, Jimmy says that she can "force you off with her quietness".(Osborne, 1982)
He says that it is possible that the individual in question is dumb and distraught. This is the
means by which he offers vent to his rage on this event: "One of us is insane. One of us is mean
and idiotic and insane. Which right? Is it me? Is it me, remaining here like an insane young lady,
barely ready to get my words out? Or then again is it her?" And he proceeds to address her in a
temperament of anger: "Maybe, at some point, you might need to return. I will sit tight for that
day. I need to stand up in your tears, and sprinkle about in them, and sing, I need to be there
when you stoop". Obviously, even this desire of Jimmy is satisfied on the grounds that Alison
does one day stoop to him.(Course Hero, 2020)
Jimmy’s Disapproval of Alison’s Family:
Jimmy is likewise hard in his judgment of Alison's folks and her sibling and he has some
hard comments about every one of them, particularly about Alison's mom and sibling. He depicts
Alison's dad as a man who can always remember his previous existence, and as one despite
everything throwing "very much took care of looks back to the Edwardian nightfall from his
agreeable, disappointed wild." He ridicules the way wherein Alison's dad continues ruminating
upon his previous existence in settler India. This is the means by which he ridicules at Alison's
dad: "I want to see how her Daddy more likely than not felt when he returned from India, after
each one of those years away. The old Edwardian unit to make their concise minimal world look
quite enticing. All home-made cakes and croquette, brilliant thoughts, splendid outfits … What a

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sentimental picture. Fake as well, obviously. It more likely than not down-poured now and then."
(Osborne, 1982)
About Alison’s' sibling, Jimmy has frightful comments. Her sibling Nigel, says Jimmy in
a snide way, is just about as dubious as he can get without being really undetectable. Jimmy
proceeds to state: "And nothing is more ambiguous about Nigel than his insight. His insight into
life and normal individuals is so cloudy, he truly merits a type of enhancement for it."(Osborne,
1982) The entire discourse where he denounces Nigel is a magnum opus of talk. What's more,
Jimmy finishes up this discourse by depicting both Nigel and Alison with the accompanying
expressions of disdain: "Sycophantic, apathetic and pusillanimous". Be that as it may, Jimmy's
quickest contempt and bitterest words are saved for Alison's mom. He ridicules Alison's mom for
having attempted to ensure Alison against Jimmy's craving to wed her. Alison's mummy, says
he, secured up Alison her eight-bedroomed house. Furthermore, he proceeds to scrutinize
Alison's mom in the accompanying way: "There is no restriction to what the moderately aged
mummy will do in the sacred campaign against miscreants like me." A lady like Alison's mom
would not stop for a second to cheat, to lie, to menace, and to coerce so as to ensure her kids
against men such as himself, says Jimmy. Alison's mom would "roar like a rhinoceros in labor".
He further says that Alison's mom is "as unpleasant as a night in a Bombay house of ill-repute,
and as extreme as a matelot's arm". (Course Hero, 2020)
He additionally ridicules that woman for having believed him to be a criminal since he
was keeping long hair. She had employed criminologists so as to watch his exercises and
discover what wrongdoings he was blameworthy of. Jimmy proceeds with his revilement of
Alison's mom by considering her an "old bitch" and communicating the desire that she ought to
be dead. At the point when the elderly person bites the dust, says Jimmy, the worms in her grave
will experience the ill effects of stomach pain or acid reflux in the wake of eating her substance.
This is the means by which he expresses this view: "She will die, my companions, leaving a path
of worms heaving for intestinal medicines behind her—from laxatives to limbo." Jimmy's
analysis of Alison's mom is unpalatable to the point that Helena, in the wake of tuning in to it,
starts to feel debilitated.
Jimmy’s affection for Alison:
Regardless of his analysis and issue discovering, we should recognize the way that
Jimmy cherishes his significant other, however he adores her in his own particular manner. In
Act I, we have a concise scene between the two, when the two of them allude to their preferred
round of bears and squirrels. Jimmy here turns out to be practically delicate towards Alison, and
afterward kisses her enthusiastically. He even gets wistful in his memory of the past and
accordingly communicates his affections for her: "There's not really a minute when I'm not—
watching and needing you. I must hit out by one way or another. About four years of being in a
similar live with you, night and day, I despite everything can't stop my perspiration breaking out

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when I see you doing—something as conventional as hanging over a pressing board." at the end
of the day, Jimmy is enamored with his better half and dislike her to perform such customary
works as the pressing of garments. He proceeds to state that even her details have gotten
imperative to him. He turns out to be so enthusiastic as of now that he might want to have
intercourse to Alison at this moment, however she can't concur in light of the fact that Cliff
would be returning any minute. A short time later Alison discloses to Helena the importance of
the bears-and-squirrels game. This game, says Alison, speaks to a fictional universe wherein she
and Jimmy believe themselves to be creatures, "minimal hairy animals with minimal textured
cerebrums. Loaded with idiotic, uncomplicated fondness for one another".(Osborne, 1982)
Towards the finish of the play likewise, when there is a compromise among Jimmy and Alison,
Jimmy's heart appears to relax and dissolve towards her and he by and by plays the 'bears-and-
squirrels' down with her.
Jimmy’s approach towards Helena:
Jimmy's demeanor towards Helena is additionally to be considered when we evaluate his
character. To start with, we discover him getting irate at the very notice of Helena's name. On
discovering that Helena is coming to remain with them, he inquires as to whether that bitch,
whom he sees as his "normal adversary", is carrying her shield with her to secure herself against
his assaults. Later in the play he berates Alison for going to chapel under Helena's impact. He
reprimands Alison in the accompanying way: "Would you say you are going to leave yourself
alone taken in by this holy person in Dior's attire? I'll disclose to you the basic truth about her.
She is a bovine. I wouldn't see any problems that so much, however she appears to have become
a holy relic too!" After remarking on Helena right now, he delivers a long discourse wherein he
criticizes her. He calls her a specialist in the new financial matters which, as per him, is "the
Economics of the Supernatural". He depicts her as one of those secretive offer pushers who are
spreading each one of those gossipy tidbits about the exchange of intensity. He proceeds to state
that Helena is the sort of individual who invests the vast majority of her energy "anticipating the
past". He further says about Helena: "She wants to be cut off from all the accommodations we've
battled to get for quite a long time. She'd preferably go down to the euphoric minimal shed at the
base of the nursery to mitigate her feeling of blame. Our Helena is loaded with delighted breeze."
This is an exceptionally hostile method for mocking a lady. At the point when Helena says that
she may slap him, he cautions her that he will hit her back. This is the way he responds to her
danger: "I've no government funded school second thoughts about hitting young ladies. On the
off chance that you smack my face—by God, I will spread you out!" Jimmy's offending
disposition towards Helena proceeds till one day, after out of nowhere slapping him, Helena
suddenly kisses him energetically. Alison having just left, a relationship creates among them.
Jimmy presently acknowledges Helena as his special lady and manages everything well with her
for a while that they are as one. Toward the finish of Act III Scene I, we discover Jimmy and
Helena feeling chipper and the Act closes with both stroking and touching one another.

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At the end of the day, they have become consistent darlings, and the two of them
guarantee to be faithful to one another. Along these lines, it comes as an extraordinary
astonishment to Jimmy when Helena, towards the finish of the following scene, declares her
choice to leave Jimmy. Helena's choice inspires from Jimmy one of his significant discourses in
which he says that they all need to escape from the agony of being alive and from the experience
of adoration. He at that point says that it is difficult to keep cherishing someone. Love requests
mental fortitude and quality; it requests muscle and guts. He blames Helena for having no guts.
As per him, Helena can't live like a genuine person since she needs to live like a holy person.
One can either live as an individual or as a holy person. At the end of the day, one can either
carry on with an existence of the faculties or an otherworldly life. Jimmy sees Helena's activity
in leaving him as a demonstration of renunciation and traitorousness, and furthermore as a
demonstration giving her inclination for profound life.
Jimmy’s Sharp Wit:
Despite Jimmy's displeasure, hatred, criticism, and terrible habits adding up to a general
forcefulness and unsavoriness, we should give him acknowledgment for having a splendid and
prepared mind. A large portion of his remarks and comments are described by this nature of
mind. Quite a bit of this mind is, obviously, shown by him at the expense of Alison. For
example, in the absolute starting point, when she is slanted as an issue of propensity to stay quiet,
he makes the accompanying comment: "You can talk, right? You can communicate a feeling. Or
on the other hand does the White Woman's Burden make it difficult to think?" (Osborne,
1982)When she comes up with some rationalization about her quiet, he offers the accompanying
mocking comment to her: "Of course you weren't tuning in. Old Porter talks, and everybody
turns over and rests. What's more, Mrs. Doorman gets them all going with the principal yawn."
somewhat later, when Cliff says that Jimmy isn't permitting her to think, Jimmy says: "She hasn't
had an idea for a considerable length of time." We have a few instances of Jimmy's mind in his
comments about Helena moreover. For example, when he asks Alison where she is going and
Alison answers that she is going out with Helena, Jimmy offers the accompanying clever
comments: "That is not a course—that is a torment. I didn’t ask you what was wrong with you. I
asked you where you were going."(Osborne, 1982)
When Helena influences Alison to go to chapel with her, Jimmy says to Alison
concerning Helena: "You've let this kneeling sin agent prevail upon you, haven't you?" We
likewise observe proof of Jimmy's mind when he says to Cliff, regarding Cliff's longing to get
hitched, that he surely supports the thought, and includes: "Can't think who'd be sufficiently
moronic to group themselves up with you however." This is Jimmy's clever method for saying
that no lady might want to wed Cliff. At that point Jimmy proceeds to state in the equivalent
clever way that Cliff will get hitched, to some decent little madam who will send him out to
work and herself rule the family unit. We should likewise perceive that reality that Jimmy is
competent, on uncommon events, of getting a charge out of genuine enjoyment which has no
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tinge of sharpness or skepticism or perniciousness in it. This side of Jimmy's character we find in
Act III Scene I where he joins Cliff in singing a clever melody and acting like a comic character
on the stage.
Coldhearted and yet Emotional:
Jimmy gives us the feeling that he has no veritable inclination in him and that he is an
insensitive or pitiless man. For example, he shows positively no feeling when he discovers that
his better half will have a child. Nor does he offer any hint of feeling when later he discovers that
his significant other has had an unnatural birth cycle. He is by all accounts a dry sort of man,
overall, in the event that we judge him by the greater part of his comments, remarks, and
perspectives. But then there are sure circumstances in which we see him as passionate and even
wistful. In Act I we have a short scene of delicacy among him and his better half. Afterward, he
feels extremely pitiful when he discovers that Mrs. Leather treater has had a stroke and feels
significantly more troubled when Alison will not go with him to London to go to upon the
perishing lady. On this event the stage-bearings reveal to us that Jimmy feels so tragic that he
tosses himself on the bed and covers his face in the bed-sheets.
At that point he has a delicate scene with Helena in Act III when he communicates his
energy about the manner in which she has been adoring him. Ultimately, there is the last scene
where we discover Jimmy talking in an exceptionally terrible way about everyone needing "to
escape from the torment of being alive" and needing to escape "a large portion of all, from
affection". Here he talks about his significant dejection, contrasting himself with the old bear
which follows his own breath in obscurity woods. It is here that he communicates his profound
situated requirement for friendship with some related soul. Helena has just left him, thus he
makes the accompanying intrigue to Alison: "I might be an act of futility, however I thought on
the off chance that you adored me, it needn't make any difference." (Osborne, 1982)The play
finishes on an impactful however cheering note, with Jimmy's situation contributing a decent
arrangement to the feeling.
Jimmy as a symbolic of the Post-War Group
Jimmy has been noticed as a symbolic of the post-war age in Britain. This play was first
created in 1956 when youngsters in Britain were experiencing the failure of the expectations
which they had treasured and breast fed in the years following the finish of World War II
(1939—1945). The general state of mind of the individuals in Britain around then was one of
dissatisfaction, bafflement, pessimism, defiance, and even misery. Presently, such is the
overarching state of mind of this play likewise, and it is Jimmy who offers articulation to this
temperament through his numerous and long addresses. He in this manner turns into a sort of
illustrative of the youngsters of his time. The play thusly obtained for the crowds of the time a
quick and topical intrigue.

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"Furious youngster" was the articulation which became current in light of the way in which
Osborne had depicted his young hero. Our own response to Jimmy relies on what we think the
present-day states of life to be. On the off chance that we feel idealistic about our future, Jimmy
has lost his pertinence to us; however on the off chance that our own state of mind happens to be
one of bafflement and sadness, Jimmy's addresses will discover a reverberation in our chests.
Jimmy Porter, as a Self-Portrait of the Author
A few critics accept that Jimmy speaks to a self-representation of the creator. There is a
lot of substance right now. Osborne too had a complaint against the white collar class, and his
family also had battled against the chances of life. The power of Jimmy's talk likewise loans
some help to the view that Osborne has placed something of himself in his depiction of Jimmy.
Osborne's feelings also are clearly with Jimmy, to an enormous degree. In any case, we should
not misrepresent the similarity between the creator and his hero. A similarity there is, yet not a
distinguishing proof of the creator with his saint.
CONCLUSION
To the point, Osborne has contributed quite a bit of his musings, experience and vitality
in the character of Jimmy doorman. Jimmy speaks to creator's perspectives about priests, the
class-qualifications nuclear bomb, church-going and strict practices and customs, politic and
various other issue. Jimmy Porter was both individual and representative huge character. As an
individual, he drives the disappointed life. As an image he turns into a sort of illustrative of the
youngsters of his time. In a short Jimmy's character is full acknowledged character and has
incredible essentialness.

References

1. Course Hero. (2020, April 9 Retrieved). Retrieved from Course Hero-Lit:

https://www.coursehero.com/lit/Look-Back-in-Anger/
2. Osborne, J. (1982). Look Back in Anger. New York: Penguin Books.

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Synthesis, Characterization, Computational analysis of (4-amino-2-(4- ethoxyphenyl)

aminothiazol-5 yl) (thiophene-2-yl) methanone

FATHIMA SHAHANA .M
(Reg No: 17213162032015)

YARDILY.Aa*(Assistant professor)
a
Department of Chemistry & Research Centre, Scott Christian College (Autonomous),
Nagercoil -629003,
Affiliated to Manonmaniam Sundaranar University, Abhishekapatti, Tirunelveli-
627012,TamilNadu, India.
Email: [email protected]
Abstract: The novel compound, (4-amino-2-(4- ethoxyphenyl)aminothiazol-5 yl)(thiophene-2-
yl)methanone was synthesized and characterized using different spectroscopic techniques. The
structure of the compound was optimized using Becke's three-parameter exchange functional in
combination with the Lee-Yang-Parr correlation Gaussian '09 program package with standard
density functional theory method. The extent of delocalization and intermolecular charge transfer
are focused using NBO analysis. The energy gap of HOMO-LUMO, Mulliken atomic charge
was studied to find the reactivity, charge distribution of the compound. The calculated
vibrational results were applied to simulate spectra of the titled compound, which shows
excellent agreement with experimentalspectra.
Keywords: synthesis, characterization, DFT, HOMO-LUMO, Mulliken atomic charge,
vibrational analysis.
1. INTRODUCTION

Heterocyclic compounds considered as one of the dynamic classes of organic compounds, which
are used in many biological fields, due to it is activity in multiple
infections. Biological molecules such as DNA and RNA, chlorophyll, haemoglobin, vitamins
and many more contains the heterocyclic ring in the major skeleton. Thiophene containing
carbonyl group are used as antimicrobial activity1, antiviral and antibacterial activities in
crops2,antifungal and anti-inflammatory studies3,antitumour activity4,cytotoxic activity5.
Therefore it is important to concentrate on the new methodology for synthesizing such
compounds. Here we report a simple synthetic route for formulating our ketothiophene
derivative and characterized its structure using several spectroscopic techniques

2.EXPERIMENTAL SECTION

A. Methodology
The chemicals used were of AR grade and experimented without purification. The spectra
had been documented on Bruker Avance400 FTNMR spectrometer (four hundred MHz for 1H
and 13C NMR spectra), mass spectrometer on Agilent 6520(QTOF) positive mode ESI-MS and
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Nicolet 400 FTIR spectrometer. Melting point was examined using Digital melting point
apparatus and uncorrected. The Density Functional Theory (DFT) was performed with
Gaussian-09 B3LYP/6-311G(d,p) basis set.
B. General synthesis of the compound (4-amino-2-(4- ethoxyphenyl)aminothiazol-5
yl)(thiophene-2-yl)methanone(AETM)
1 p-ethoxyphenyl-3-(N-nitro guanidine)thiourea (1 mmol) in DMF (2 ml) was added to
the mixture of 2-(2-bromoacetyl)ketothiophene in DMF(2 ml). The reaction mixture was kept in
the waterbath and the temperature was maintained to 80-85ᵒC for five minutes. To this
triethylamine (0.15 ml,1mmol) was brought and heating become persevered for every other 10
minutes. This aggregate was cooled and poured into ice cold water with stirring. The yellow-
orange precipitate was filtered, washed with water and dried. The crude sample was
recrystallized from methanol-water (2:1).
NH S H2N
N
+ ET3N, DMF
NHR
S Br Heat, 10 min
O2NHN N NHR S S
H O
O

Scheme1: Synthetic Route of the titled compound

C.Synthesis of (4-amino-2-(4-ethoxyphenyl)aminothiazol-5 yl)(thiophene-2-

yl)methanone(AETM)

The orange yellow precipitate obtained was recrystallized using 2:1 ethanol-water solution. Yeild
78%, melting point: 144-147ᵒC, Molecular weight: 345.06, Chemical formula:C16H15N3O2S2.
Elemental analysis of carbon, hydrogen, nitrogen, oxygen and sulphur found as: 55.63, 4.38,
12.16, 9.26,18.56; Determined: 55.60, 4.35, 12.15, 9.24, and 18.52. FTIR(KBr) spectrum
consists of bands at 3588.89 cm-1, 3611.23 cm-1 (ᴠN-H), 1714.86cm-1 (ᴠC=O), 3247.52 cm-
1
(aromatic ᴠC-H), 3058.90cm-1, 3144.27cm-1(aliphatic ᴠC-H). 1H NMR: (400 MHz, DMSO-d6 )
δ7.83 (d, 1H, J=1.6 Hz, H-1 of thiophene), δ7.22 (t, 1H, J=5.2 Hz, H-2 of thiophene), δ7.83 (d,
1H, J=1.2 Hz, H-3 of thiophene) δ 7.17 (s, 2H, H-4), δ7.55 (d, 2H, J=2.8 Hz, 2ArH), δ6.95 (d,
2H, J=1.6 Hz, 2ArH), δ 4.05 (s, 2H,1.2 Hz), δ1.34 (t, 3H, 4.5 Hz), δ 10.22, (s, 1H, H-5). 13C
(75MHz, DMSO-d6) 135.88, 129.0, 133.7, 144.3, 180.7, 137.3, 142.0, 159.1, 132.1,121.3, 115.2,
152.0, 64.6, 14.8.ESI-MS MH+ (346.07).
III RESULTS AND DISCUSSION

A.Charactarization of the synthesized (4-amino-2-(4- ethoxyphenyl)aminothiazol-5

yl)(thiophene-2-yl)methanone(AETM)

The elemental analysis of the synthesized titled compound and its melting point are mentioned in
Table 1. The functional groups in the compounds were analyzed with the support of FTIR
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spectroscopic method. It was found that the absorption bands at 3588.89 cm-1, 3611.23 cm-1 are
due to the vibration of two N-H groups. The carbonyl group stretching vibration is specified at
1714.86 cm-1and aromatic C-H stretching vibration is absorbed at 3247.52 cm-1(aromatic ᴠC-
-1 -1 13
H).The C-H aliphatic stretching vibration is found at 3058.90cm , 3144.27cm . The C NMR
spectrum shows fourteen peaks, two of which arise from two-carbon each, thus accounting for all
the sixteen carbons.

TABLE I
ELEMENTAL ANALYSIS AND MELTING POINT OF THE COMPOUND AETM
Melting point Elemental Analysis
Compound ᵒC
Found Determined
AETM 144-147 C=55.63 C=55.60
H=4.38 H=4.35
N=12.16 N=12.15
O=9.26 O=9.24
S=18.56 S=18.52

B. Geometrical optimization with DFT method

The compound (4-amino-2-(4- ethoxyphenyl)aminothiazol-5 yl)(thiophene-2-

yl)methanone(AETM) was optimized using B3LYP/6-311G(d,p) basis set function using
Gaussian 09 package. The optimized structure of the focused compound is shown in Figure 1.
Their bond distance, angles and dihedral angles are tabulated (Table 2).
Due to the attachment of the carbonyl group in thiophene and thiazole ring, there is a
slight variation in the bond length and bond angle. The C-C-S bond angle in thiophene decreases
to 110.73ᵒ, the C-S bond length falls from 1.74 Aᵒ to 1.725 Aᵒ. The thiazole ring is more
influenced by the addition of the C=O group. The bond distance of C-S rises from 1.728 to
1.7786 and 1.714 to 1.7486. C-C and C-N bond length increases to 1.396 and 1.316
respectively. There is a minor deviation of bond dimension to 1.39 Aᵒ nd 1.38 Aᵒ and bond angle
to 121ᵒ and 118ᵒ in the phenyl ring due to the attachment of ethoxy group.

Fig 1: Optimized structure of the compound (4-amino-2-(4- ethoxyphenyl)aminothiazol-5 yl)(thiophene-2-yl)methanone

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TABLE II

OPTIMIZED PARAMETERS OF (4-AMINO-2-(4- ETHOXYPHENYL)AMINOTHIAZOL-5 YL)(THIOPHENE-2-YL)METHANONE

Parameter Bondlength Parameter Bondangle Parameter Dihedral angle

R(1,2) 1.4862 A(2,1,4) 117.7122 D(4,1,2,9) -154.2826
R(1,4) 1.7455 A(2,1,28) 131.0058 D(28,1,2,3) -144.6343
R(1,28) 1.3764 A(4,1,28) 110.7776 D(2,1,4,6) -174.5109
R(2,3) 1.2324 A(1,2,3) 119.0686 D(2,1,28,5) 172.9982
R(2,9) 1.4479 A(1,2,9) 120.4322 D(4,1,28,29) -176.8371
R(4,6) 1.725 A(3,2,9) 120.4959 D(1,2,9,11) -168.7151
R(5,6) 1.3686 A(1,4,6) 91.3855 D(3,2,9,10) -159.1884
R(5,7) 1.0819 A(6,5,7) 123.6189 D(1,4,6,8) -178.6238
R(5,28) 1.4208 A(6,5,28) 112.3674 D(7,5,6,4) 178.4146
R(6,8) 1.0795 A(7,5,28) 124.0113 D(28,5,6,8) 179.2124
R(9,10) 1.3953 A(4,6,5) 112.2454 D(6,5,28,29) 178.0065
R(9,11) 1.7754 A(4,6,8) 119.7814 D(7,5,28,1) -179.7766
R(10,13) 1.3647 A(5,6,8) 127.9727 D(2,9,10,13) 172.2532
R(10,14) 1.3687 A(2,9,10) 135.875 D(11,9,10,14) -178.3904
R(11,12) 1.7454 A(2,9,11) 114.9874 D(2,9,11,12) -174.5325
R(12,13) 1.3151 A(10,9,11) 108.5352 D(14,10,13,12) 179.6151
R(12,26) 1.3643 A(9,10,13) 116.0915 D(9,10,14,16) 162.3085
R(14,15) 1.0079 A(9,10,14) 128.0358 D(13,10,14,15) -160.6472
R(14,16) 1.0084 A(13,10,14) 115.8717 D(9,11,12,26) -176.4819
R(17,18) 1.3998 A(9,11,12) 88.4097 D(26,12,13,10) 177.414
R(17,19) 1.4035 A(11,12,13) 115.6772 D(11,12,26,27) 173.2
R(17,26) 1.4017 A(11,12,26) 125.8213 D(13,12,26,17) 177.7105
R(18,20) 1.392 A(13,12,26) 118.4798 D(19,17,18,21) 177.4683
R(18,21) 1.0804 A(10,13,12) 111.2373 D(26,17,18,20) -179.5169
R(19,22) 1.3867 A(10,14,15) 118.1674 D(18,17,19,23) 179.9574
R(19,23) 1.0849 A(10,14,16) 114.2724 D(26,17,19,22) 179.0762
R(20,24) 1.0821 A(15,14,16) 116.3709 D(18,17,26,27) 164.4345
R(20,30) 1.3883 A(18,17,19) 118.774 D(19,17,26,12) 163.0099
R(22,25) 1.0821 A(18,17,26) 123.8844 D(17,18,20,24) -179.9435
R(22,30) 1.3918 A(19,17,26) 117.3269 D(21,18,20,30) -177.7486
R(26,27) 1.0113 A(17,18,20) 120.2588 D(17,19,22,25) 179.911
R(28,29) 1.0814 A(17,18,21) 121.168 D(23,19,22,30) -179.1816
R(30,31) 1.43 A(20,18,21) 118.5548
R(31,32) 1.43 A(17,19,22) 120.9814
R(32,33) 1.07 A(17,19,23) 119.6349
R(32,34) 1.07 A(22,19,23) 119.3821
R(32,35) 1.54 A(18,20,24) 119.794
R(35,36) 1.07 A(18,20,30) 120.0826
R(35,37) 1.07 A(24,20,30) 120.1201
R(35,38) 1.07 A(19,22,25) 120.3258

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A(19,22,30) 119.4425
A(25,22,30) 120.2301
A(12,26,17) 132.3393
A(12,26,27) 111.3773
A(17,26,27) 116.2333
A(1,28,5) 113.1886
A(1,28,29) 123.0145
A(5,28,29) 123.7749
A(20,30,22) 120.4528
A(20,30,31) 119.6489
A(22,30,31) 119.8983
A(30,31,32) 109.5
A(31,32,33) 109.4712
A(31,32,34) 109.4712
A(31,32,35) 109.4712
A(33,32,34) 109.4712
A(33,32,35) 109.4713
A(34,32,35) 109.4712
A(32,35,36) 109.4712
A(32,35,37) 109.4712
A(32,35,38) 109.4712
A(36,35,37) 109.4713
A(36,35,38) 109.4712
A(37,35,38) 109.4712

C.Natural bond orbital analysis

NBO analysis provides detailed descriptions of the various second-order interaction between
filled orbitals of one system and the vacant orbitals of another subsystem, the natural bond
orbital (NBO) calculations were performed using Gaussian 09 package at the DFT/B3LYP/6-
311G* level. NBO analysis has been performed to elucidate the intermolecular interaction and
delocalization of electron density within the molecule, larger E2 value shows the intensive
interaction between electron-donors and electron-acceptors and also the greater extent of
conjugation of the whole system6, the possible intensive interactions are given in Table 3.
A very strong interaction has been observed between lone electron pair of S4 and
neighbour antibonding orbital of C1-C28, C5-C6 and the other lone pair of S11 and
neighbourantibonding orbital of C9-C10, C12-N13, C18-H21 with the occupancy of 1.98358 and
1.98114. The intramolecular hyperconjugative interaction in AETM is formed by the orbital
overlap between σ(C-C), σ*, π (C-C), π*(C-C) bond orbitals which results in the intramolecular
charge transfer (ICT) causing stabilization of the system. The hyperconjugative interaction of
lone pair, LP (1) S11>σ*C18 - H21possibility of intramolecular interaction whose energy
contribution is 0.70 kcal/mol with Vanderwall radii of 3.22 Aᵒ.

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TABLE III
SECOND ORDER PERTURBATION THEORY ANALYSIS OF THE TITLED COMPOUND

Donor(i) Acceptor(j) Energy(E2) Occupancy

LP(2)O3 σ*C1-C2 18.43 1.97534
LP(2)O3 σ*C2-C9 16.35 1.97725
LP(2)S4 π*C1-C28 21.91 1.98000
LP(2)S4 π*C5-C6 23.91 1.98503
LP(1)S11 σ*C18-H21 0.70 1.97502
LP(2)S11 π*C9-C10 13.23 1.77378
LP(2)S11 π*C12-N13 33.87 1.83009
LP(1)N13 σ*S11-C12 14.19 1.97856
LP(1)N14 π*C9-C10 41.29 1.77378
LP(1)N26 π*C12-N13 54.07 1.98143
LP(1)N26 π*C17-C18 33.55 1.97202

D.Atomic Charges

Atomic charge quantifies electronic shape discrepancies underneath atomic displacement. The
uniformity in charge distribution is indicated by the smaller dipole moment (4.52 Debye).
Biological activity of the titled compound increases due to the hyperconjugative interaction7 of
ethoxy group with the phenyl ring.
From the charge distribution bar, we can find that the entire nitrogen atom poses negative
charge and the nitrogen atom N14 retains more negative charge of (-0.4730)a.u due to high
electronegativity. Maximum charge magnitude is observed in C10(0.42089)a.u. All the hydrogen
holds a positive charge, since the charge transfer is from carbon to hydrogen. Oxygen (O3)
conveys the charge of (-0.344405)a.u and the two sulphur conveys positive charge of
S4(0.320341)a.u and S11(0.303157)a.u respectively.

Fig 2: Mulliken atomic charge of the compound (4-amino-2-(4- ethoxyphenyl)aminothiazol-5 yl)(thiophene-2-yl)methanone

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Fig 3 Charge distribution bar of the compound (4-amino-2-(4- ethoxyphenyl)aminothiazol-5 yl)(thiophene-2-yl)methanone

TABLE IV
Atomic Charge distribution of the compound (4-amino-2-(4- ethoxyphenyl)aminothiazol-5 yl)(thiophene-2-yl)methanone
Atom Atomic charge distribution
C -0.346953
C 0.352195
O -0.344405
S 0.320341
C -0.079146
C -0.279619
H 0.104304
H 0.136096
C -0.445205
C 0.420890
S 0.303157
C 0.193130
N -0.383524
N -0.473001
H 0.233544
H 0.223099
C 0.196289
C -0.099860
C -0.103443
C -0.073180
H 0.128646
C -0.081769
H 0.093009
H 0.108623
H 0.128778
N -0.457604
H 0.235371

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C -0.064741
H 0.126457
C 0.116271
O -0.380565
C -0.045354
H 0.122607
H 0.114584
C -0.356620
H 0.130343
H 0.114715
H 0.112536

E.HOMO-LUMO energy gap

HOMO-LUMO energy gap explains the chemical reactivity of the molecule. If the
energy gap is less, it is more reactive. Thermal stability of the compound is related to the high
energy gap and hardness of the molecule8. It is found that the charge distribution of the HOMO
level of the compound AETM is mostly localized on the thiophene ring and charge distribution
of the LUMO level is delocalized throughout the thiazole ring. The energy gap is found to be less
of -0.1366 a.u.

Fig. 4 HOMO-LUMO energy diagram of the compound AETM

F.Vibrational assignment

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The spectroscopic signature of the titled compound was performed by FT-IR spectra. B3LYP/6-
311G method was used to calculate the theoretical vibrational frequency. The compound (4-
amino-2-(4-ethoxyphenyl)aminothiazol-5 yl)(thiophene-2yl)methanone consists of 38 atoms, so
it got 108 normal modes the of vibrations. We could see a good agreement with the frequency
calculated at DFT method using 6-311G basis set and experimental values.
The calculated band at 3611.23 cm-1 is consigned due to asymmetric NH stretching of
NH2 group and experimentally it is assigned at 3624.96 cm-1. The calculated band at 3141.82 cm-
1
is due asymmetric C-H stretching of the phenyl ring and it is close to the experimental value of
3166.66 cm-1. Heterocyclic compounds containing C=O stretching vibration in the region of
1850-1550.In the title compound, the experimentally observed C=O stretching vibration around
1716.98 cm-1, which is in close to the calculated value 1714.86 cm-1. The bands in the range of
1597.91 cm-1, 1092.60 cm-1 are due to C-H in-plane bending vibration. The bands in the range
946.73-478 cm-1 are assigned for C-H out of plane bending vibration.They are in good agreement
with the experimental value. The C-S stretching vibration is likely in the region 710-685 cm-1,
which is closely connected to the calculated value 700.20 cm-1 and experimental value of 706.86
cm-1.
V CONCLUSION

We have established the modest synthetic techniques of ketothiophene analogs of

dendrodoineviz(4-amino-2-(4- ethoxyphenyl)aminothiazol-5 yl)(thiophene-2-yl)methanone and
characterized by IR, 1H NMR, 13CNMR and Mass spectra.Theoretical information on the
optimized geometry, NBO analysis, vibrational frequencies and atomic charges in the ground
state were obtained using Density Functional Theory (DFT) using standard B3LYP/6-31G basis
sets with Gaussian ’09 software. The results indicate that the B3LYP method can provide
satisfactory results for predicting vibrational frequencies and structural parameters. Mulliken
population analysis was performed on the atomic charges and the HOMO-LUMO energies were
calculated.
ACKNOWLEDGEMENT
The authors thank SAIF Cochin and CDRI Lucknow for spectral and analytical data. The
authors also thank the authorities of Scott Christian College (Autonomous), Nagercoil for
providing research facilities.
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[4] Romeo Romagnoli, Pier Giovanni Baraldi, Maria Dora Carrion, Carlota Lopez Cara,
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Synthesis and Characterisation of Polypyrrole-Silica Nanocomposites

R. SUBITHA
(Reg No: 18213162032014)
Dr. G.S. PRABHA LITTIS MALAR*
Assistant professor
Department of Chemistry & Research Centre, Scott Christian College (Autonomous),
Nagercoil-629003
Affiliated to Manonmaniam Sundaranar University, Abhishekapatti,Tirunelveli, -627012,
Tamil Nadu,India.
Email:[email protected]
Abstract
Polymer-Inorganic nanocomposites have great attention as new materials because of their
novel mechanical, electrical and optical properties. Inorganic polymer rice husk nanoparticles are
more promising application in chemical industry, medicine, dye degradation and removal of
heavy metals etc. Pure amorphous silica (SiO2) was prepared from rice husk ash by thermal
treatment of rice husk at 400°C followed by acidic treatment and then thermal treatment of ash at
650°C. The obtained pure silica was used to produce silica nanoparticles. Polypyrrole-silica
nanocomposites were synthesized through chemical oxidative polymerization by using sodium
dodecyl sulphate surfactant.The synthesized Polypyrrole-silica nanocomposites were
characterized by FT-IR, XRD,and SEM-EDAX.
Keywords: nanocomposites, rice husk, silica, pyrrole, polymer.

1. INTRODUCTION

Recently, nano-structured particles have received considerable attention as they have

many potential applications in catalysis, chromatography, controlled release of drugs and
pigment applications [1]. Due to small particle sizes, in the range of 10–100 nm, nanoparticles
have large surface area for reactions and highly porous in sol form [2].During the last few
decades, conducting polymers have been gathering a great interest by providing the opportunity
of combining the electrical properties of a semiconductor and metals with the traditional
advantages of conventional polymers such as easy and low cost preparation and fabrication in the
same structure[3]. Conductive polymers are conductive in nature due to the existence of a
conjugated single and double bond system in its chemical structure, because of this unique
chemical property[4]. Intrinsically conducting polymers can be synthesized through different
types of polymerization reaction such as chemical oxidative polymerization,

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electrochemicalpolymerization, photochemicalpolymerization and organic synthesis. However,

as a new type of polymer adsorbent, conducting polymers have drawn much attention to the
researchers for the removal of various heavy metals, dyes and organic pollutants from various
water sources due to its ion exchange and adsorption properties[5].Composites of electrically
conducting polymers and metal nanoparticles are finding great interest because for their potential
application in molecular electronic devices, gas sensors, biosensors, capacitors and catalyst [6-
10].Many conducting polymer/inorganic composites have been made which shows improved
properties compared with those of pure conducting polymers or inorganic materials[11].The
creation of polymer/inorganic nanocomposites has attracted intensive research owing to their
unique physical properties[12].Among conducting polymers, polypyrrole has attracted great
interest owing to its excellent thermal stability,good electrical conductivity,relative ease of
synthesis and environmental stability.Various composites of polypyrrole have been synthesized
with various organic, inorangic metaloxides nanoparticles by chemical route[13].Polypyrrole in
the bulk form is infusible and intractable in nature, insoluble in common solvents[14].So that
researchers have been focused on the preparation of composite of polypyrrole with metal oxide
as Fe3O4,TiO2, ZnO, SiO2, which are the substrates for the chemical polymerization of
polypyrrole[15-18].Nano silica has been studied for preparation of SiO2/PPY composites due to
its low cost, high surface area and easy dispersion[19,20].The chemical oxidative polymerization
of SiO2/PPY can be prepared in aqueous media by using ferric chloride as oxidant and sodium
dodecyl sulphate as surfactant.Surfactants are used in chemical polymerization to control the
size and shape of conducting polymers.
2.MATERIALS AND METHODS
2.1 Materials
Pyrrolemonomer(98%),Ferricchloride(98%),sodiumdodecylsulphate, ethanol,sodium hydroxide
were supplied by Sigma Aldrich.
2.2 Preparation of silica nanoparticles
A sample of 10 g rice husk ash was stirred in 80ml NaOH solution. The solution was
heated in a covered beaker for 4h by stirring constantly and allowed to settle down for a day and
the solution was filtered. Dil.hydrochloric acid was added to the filtrate under constant stirring at
controlled conditions until it reached pH 2 and then NH4OH (buffer solution) was added up to
pH 8.5 for ascertaining purity and allowed to stand at room temperature for 3h. The precipitate
was washed for several times with deionised water and dried in hot air oven at 1000C for 16
hours to obtain pure silica.
2.3 Preparation of PPY/SilicaComposites

PPY /Silica nanocomposites were synthesized by the chemical oxidative polymerization

of pyrrole in an aqueous solution containing silica nanoparticles using ferric chloride as the
oxidising agent.A quantitative amount of silica nanoparticles were mixed with sodium dodecyl
sulphate in distilled water and ultrasonicated for 10 minutes followed by dispersion with pyrrole
(0.1M) and again ultrasonicated for a period of 20 minutes.After that FeCl3 was gradually added
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into the stirred PPY/silica solution with constant stirring.The polymerization was carried out at
room temperature for 5 hours with constant stirring at room temperature.The resulting solution
was kept for one day below room temperature, for the completion of polymerization.The
product was filtered off and washed with water and ethanol several times and finally dried under
vacuum at room temperature for one day to obtain black powder of PYY/silica nanocomposites.

3.RESULT AND DISCUSSION

3.1FT-IR Analysis

Infrared spectroscopy is applicable to both qualitative and quantitative analysis. FT-IR

spectroscopy can provide information about presence of polymer inside silica and any interaction
between them.The FT-IR data were recorded by the Shimadzu European Model.

.Fig:1FT-IR spectrum of PPY/Silica nanocomposites

In FT-IR spectrum of PPY/silica nanocomposites, the absorption peaks at 3376.17 cm-1
described the N-H stretching vibration of pyyrole ring. The IR band at 1546.40cm-1 is due to
C=C stretching vibration of pyrrole ring.Peaks around 1462.61cm-1, 1297.47cm-1 confined the
presence of C-N asymmetric five membered stretching vibration of pyrrole ring.The region at
1179.68cm-1 represents C-H in plane deformation.The absorption band at wave number around
1095.79cm-1 is due to asymmetric stretching vibration of Si-O-Si molecule. The IR band around
1049.66cm-1 is due to N-H in plane deformation. Strong peak at 910.81cm-1 contributed due to
C-H out of plane deformation. Broad peak at 468.83cm-1 corresponds to symmetric stretching
vibration of Si-O.
3.2 X-RAY DIFFRACTION PATTERN (XRD)
Structure of polymer nanocomposites is generally elucidated using XRD is the most
commonly used technique for exploring the structure of polymer-metal oxide composites.The
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particle size was measured from X-ray broadening employed the well knownscherer equation as,
D=0.96/βcosθ
Where
β –The width of the XRD pattern line at half peak-height (radiation)
λ-The wavelength of the X-ray (1.5056A0)
θ – The angle between the incident and diffraction beam
D- particle size of the sample

Fig:2 XRD pattern of PPY/SiO2 nanocomposites

The major peak was observed at 2θ=210. The broad peaks in the region 2θ=210 shows
the amorphous nature of the polymer and structure of intermolecular stacking.The average
crystalline size of PPY/silica nanocomposites was approximately 1.2nm.

3.3 ENERGY DISPERSIVE X-RAY SPECTROSCOPY(EDX)

The EDX technique detects X-ray emitted from the sample during bombardment by an
electron beam to characterize the elemental composition of the analysed volume. The EDX ,X-
ray detector measures the relative abundance of emitted X-ray versus their energy.With EDX
technique is possible to obtain both a quantitative and qualitativeevaluation of the elements
present in sample.

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Fig:3 shows the EDX image of PPY/Silica

The EDX analysis of PPY/silica nanocomposites recognized the deposit of the main
constituent elements such as C,N,O and Si. The main elements of silica are oxygen and
silicon.Carbon and Nitrogen are the main constituent elements of the polypyrrole. EDX directly
indicate the occurrence of silica in the composites. The occurrence of silica and oxygen is in
concurrence with the actuality that SiO2 was integrated in PPY.

3.4 SCANNING ELECTRON MICROSCOPY (SEM)

SEM is a type of electron microscope that produces image of a sample by scanning the
surface with a focused beam of electrons. The electrons interact with atoms in the sample
,producing various signals that contain information about the sample’s surface topography and
composition.SEM technique was employed to visualize the size and shape of nanocomposites.
Morphological character of PPY/silica nanocomposites was characterized by SEM.SEM image
(fig:4)of PPY/silica nanocomposites showed the incorporation of spherical shaped SiO2 particles
into the PPY polymer matrix. The SEM confirms that the polymer nanoparticles are deposited on
the inorganic particles.

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Fig:4 SEM image of PPY/Silica nanocomposites

4.CONCLUSION
In this study PPY/Silica nanocomposites were synthesizedby chemical oxidative
polymerization method using sodium dodecylsulphate as surfactants and ferric chloride as
oxidant in aqueous media. FT-IR spectra studies signify the occurrence of Silica particles in the
polymer nanocomposite.From SEM-EDX images and XRD studies the morphology the of silica
bring in polymer nanocomposites is confirmed. PPY/Silica nanocomposites prepared using
inexpensive waste substrate can be used as a new type of adsorbent in polymeric matrices.
CONFLICT OF INTEREST
The authors declare that this is no conflict of interest financially or otherwise
ACKNOWLEDGEMENTS
I thank STIC India, Cochin University,Kerala.
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[5] Ansari, R, “Polypyrrole conducting electroactive polymers:synthesis and stability studies”, E-

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[13] Majid, K, Tabassum, R, Shah, A.F, Ahmad, S, Singla M.L,” Comparative study of
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[14] Su, N.; Li, H. B.; Yuan, S. J.; Yi, S. P.; Yin, E. Q. Synthesis and characterization of
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EMERGENCE OF NEW WOMAN IN JAISHREE MISRA’S ANCIENT PROMISES

A.VANA ASWINI
M.Phil English
Aditanar College of Arts And Science, Tiruchendur
[email protected]
ABSTRACT
Half of our population consists of women. But for centuries women have been exploited by the
male dominated society. They have been treated as slaves and servants. In the modern society the
role of women has changed tremendously and makes a new women. The term ‘New Women’
was coined by Sarah Grand in 1894. In this paper we will discuss about the prominent Indian
novelist Jaishree Misra’s debut novel Ancient promises(2000). It is a semi- autobiographical
novel. Her writings concern with the social and psychological problems of women in Indian
society. It is a attractive story of Janu. Misra produce this Janu character as a new woman in the
patriarchal society. Janu proves her woman empowernment at the end of the novel. After her
broken marriage she have been able to create a optimistic intuition in her life. The novel deals
some social themes like marriage, gender problems, identity etc.
Key words; Empowerment, patriarchal, exploited, identity
Women are the epitome of strength, love, sacrifice and courage. A woman’s life is
supposed to centre around her family, especially her husband. She could not afford to have an
independent subsistence of her own. She is protected by her parents, during married life, she is
looked after by her husband and after the death of her husband, she is used to spend her
remaining years under the roof her son without any desire or rights in the family. The role of
women in today’s world has changed significantly and better. Women are now self- sufficient,
well aware and financially independent. The well know Indian novelist Jaishree Misra’s Ancient
Promise (2000) shows the modern women in the society through the character Janu, the heroine
of the novel who fight against all the conventional male perception of woman as angel in the
house.
In Ancient Promises, Misra exposed the first part of the story reflect Janu’s bitter life also
how she is oppressed by her family members including her husband. Later part only Misra
potrays Janu character as a influential self-sufficient woman in her life. The leading character
Janu is well educated woman in the society. Janu is belongs to orthodox Malayali family in
Allepey but she is brought up in Delhi because of her father’s business. In her early life itself she
does not have any liberty. Her parents only decide everything for Janu. Misra reveals the mother
daughter relationship in this novel. Her mother always gives better one to her but Janu does not
like that. She is somewhat different. Janu fallen love with Arjun. But Janu family does not accept
her love because he is not belongs to orthodox malayali family. Janu says;
I was fairly sure my parents would disapprove; I’d heard dad harrumph loudly
at love scenes in films, worried they would fill my head with silly notions. Love,
for him, had been the stirring in his heart when his mother had shown him , the
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picture of a fresh failed. Girl she’d chosen for him to marry, Eighteen years ago.
This running around trees business was for film stars and fools he often said…
Arjun was definitely the wrong sex to be just a friend in my parents’ eyes .(AP
23-24)
Misra focuses the importance of arranged marriage in the novel. Janu family claim
always arrange marriage. Since they need the traditional marriage based on Kerala culture. Asma
Shamail’s book “Patriarchy and the silenced voices in Lakshmi Persaud’s Raise the Lanterns
High” New Ruminations in Indian English Literature. points out, “The Indian system of arranged
marriage institutionalizes the talk of fulfillment of feminine desire whereby women becomes
tokens of exchange with the Patriarchal economy the rein forces male guardship of women”(65).
As a final point the lovers are separated. Arjun goes to England and Janu is brought to Alleppy.
At the age of eighteen Janu parents arrange marriage with Suresh who belongs to Maraar family
in Kerala. Misra says: “The Maraars are an old and gracious family, half the families in Kerala
would have died for an alliance like this …..” (AP 66) .At last Janu accepts her fate without any
own voice.
Traditionally an Indian woman had four fold status role sequences. Her role as a
daughter, wife, mother and home maker. In this novel Janu plays these four roles. After marriage
with Suresh, she gets unpleasantness from him. Suresh does not shows any concern towards
Janu. The Maarar family does not allows Janu to be independent. She feels empty in her life. In
that mean time she gives birth to a female child but her ill-fated her child is a mentally
challenged baby. The whole family starts abuse Janu and her child Riya. The maarar family does
not accept the baby.
Women are only seen as housewives who are projected to cook, clean and take care of
their family. But no one does not see the inner feeling of women. Here, Suresh also like that, in
that pathetic moment he does not share any feelings of Janu and not gives any comfort to her.
Suresh bluntly says, “Don’t be so sensitive, your problem is that you’ve been an only child, you’
re obviously not used to family life (AP 97)”.
Education is an important key to success. Janu thinks education may modify her life to
be success and liberty. Meena Shriwadkar’s book Image Of Women In Indo-English Novels-
Different Distortions, in Feminism and Literature,reflects that:
As women received education they began to feel an increasing urge to voice their
feelings. The awareness of individuality, the sense of compatibility with their
tradition-bounds surroundings, resentment of male dominated ideas of morality
and behaviour problems at home and at place of work or in society-all come up in
a shelter of projection. (201)
At her early life Janu is under the shadow of her father and husband but now she wants
to establish her own identity. A woman needs to recognize her rights so that she can walk at par
with man. The journey of liberation of women has crossed many milestones and the society has
indeed come a long way. They have struggle hard, over the last few decades but now they search

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their own identity. Janu decides to continues her higher studies. At that same time she wants to
gives a better life to Riya. Through the advise from doctor she takes Riya to Arizona for better
treatment. She needs money for her and Riya.
Now a days women secured eminent positions in their public life. Increased awareness
and education has inspired women to come out of the four walls from the house. Janu does not
depends others monetarily. Janu arise her voice in the family. She moves out from the sour
martial life and enter into educational field. Janu applies for scholarship. She attends the
scholarship interview in Delhi. Luckily Janu gets scholarship where she again meets Arjun. She
shares her pain marriage life to him. Arjun ready to accepts her and Riya.
For that first time Janu against Suresh. By the anger and vexation she demands divorce
from Suresh and wants to marry Arjun. But Suresh refuse to give divorce. Janu says:
Suresh, I have to ask you… please, I don’t want to hurt you …’ I knew I was
sounding weak and pleading and not firm and assertive as I’d planned. ‘ Suresh’.
…’ It was coming out now, all in a rush, nothing could stop it now, ‘Suresh- I
want a divorce. He looked at me with a kind of pretend surprise on his face. He
wasn’t shocked, but I could see he felt obliged to have shock, hurt, horror…We’re
not happy together. That’s the point. I’m not happy with you, I suppose I’ve never
been. It’s not your fault, I suppose we are just different. We seem to need
different things from life. (AP 217)
He plans to dominate Janu. His mind is fully fills with ego and cunningness. At first Suresh does
not show any love and care towards Riya but now he acts as a lovable father because he wants to
separate Janu and Riya. Suresh starts to attacks Janu emotionally. Janu knows his inner cunning
mind.
People dominated animals, men dominated women. For centuries women have been
viewed and used as a man’s property. They are used only for sexual pleasure. As a husband and
as a father he fails to fulfill the responsibility. Anuradha Roy’s Patterns of Feminist
Consciousness in Indian Women Writers book observes : “A natural expression of woman’s
sexual nature…is summarily branded as immoral for female sexuality is traditionally centred
round the function of reproduction”(44).
Women’s happiness is considered to be dependent on marriage. But Janu’s arranged
marriage gives pain and sufferings. She does not feel happy with Suresh. Her day to day life
travels towards hard surfaces. At final stage, Janu wants to free from all pain and move from
Suresh to Abroad for her new life.
Misra’s Janu character is a very great one to all. The decades after independence have
witnessed tremendous changes in the status of women in Indian society. Women started
recognizing her true potential, she had started questioning the rules laid down for her by the
society. As a result women have started breaking barriers and earn a respectable positions in the
world. Like that Janu does not ready to suffer and sacrifice her remaining days as the traditional

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woman. She against all the revolt against all her barriers. She boldly fights for divorce from
Suresh.
Unlike other protagonist Misra’s heroine Janu does not crumble into pieces after her
painful broken marriage life. The woman in India her value is analysis only through her martial
status. Till today it is remarks more than enough for a woman to get married and live with her
husband and bear children and carry on with her married life till death. In the Indian society
divorce is considered as shameful one. If a woman divorce her husband the society curse that
woman and gives many names and spread gossip about that woman. But Janu changes
everything , she does not concern about the society words. She may creates a new image and
individuality by own itself. She proves her potential power to creates identity in the society.
Frieden writes:
For a woman, as for a man the need for self-fulfillment- autonomy, self-
realization, independence, individuality, self- actualisation- is an importance as
the sexual need, with as serious consequences when it is thwarted. Women’s
sexual problems are, in this sense, by- products of the suppression of her basic
need to grow and fulfill her potentialities as a human being, potentialities which
mystique of feminism fulfillment ignores. (282)

Identity helps us to find our place in the world. Without a specific identity a person
cannot earn self respect and cannot even hold the courage to express as an individual. The
identity of women is entangled in these socially defined roles barely have they initiate time to
think of themselves as an individual human being with a freedom of their own. But with the
changing scenario women recognized the necessity to create a space of one’s own identity. To
protect herself and Riya that Janu creates own identity. She carry on her studies enthusiastically.
By her will power , she gets divorce from Suresh. She marry Arjun. At last her love with Arjun
also wins. Arjun accepts Riya as her own child. As a perfect mother she gives good life to her
baby.
Women are the real architecture. Janu proves her women empowerment in this novel.
Misra creates this character as the example of new woman in the society because she boldly
against her husband and leads a new happy life. Women empowerment leads to decrease the
domestic violence against women in the society. On the other hand it only helps Janu helps to get
educated and know her own image and rights and hence stop all the struggles against her.
In Indian to empower the women first it needs to kill all the demons killing women’s
rights and values in the society such as dowry system, illiteracy, sexual harassment, female
infanticide, domestic violence. So the empowerment of women would automatically bring
empowerment of everyone. Women of modern society are held in high esteem. They are
considered as equal to men in all aspects. Misra wants to create awareness among the people, so
she makes this novel as a unique one. Really the character Janu as a new woman in Ancient
Promises.
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WORKS CITED
PRIMARY SOURCE
Misra,Jaishree. Ancient Promises. New Delhi:Penguin Books, 2000.
SECONDARY SOURCES
Frieden, Betty. The Feminine Mystique, Harmodsworth; Penguin, 1971.
Meena Shriwadkar. Image Of Women In The Indo-Anglican Novel. New Delhi: Sterling
Publisher, 1979.
Roy, Anuradha. Patterns of Feminist Consciousness in Indian Women Writers, New Delhi,
Shamail, Asma. “Patriarchy and the silenced voices in Lakshmi Persaud’s Raise the Lanterns
High” New Ruminations in Indian English Literature. Ed.M.F.Patel.vol,1 Jaipur: Sunrise,2009.
Shamail, Asma. “Patriarchy and the silenced voices in Lakshmi Persaud’s Raise the Lanterns
High” New Ruminations in Indian English Literature. Ed.M.F.Patel.vol,1 Jaipur: Sunrise,2009.
1999.
BIOGRAPHY
A.VANA ASWINI has received B.A and M.A degrees in English from Manonmaniam
Sundaranar University, Tirunelveli. Now she is doing M.Phil degree at Manonmaniam
Sundaranar University.She has participated in several seminars and workshops. She has
published some research papers.

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Assertion of Identity in Aravind Adiga’s The White Tiger

S. Austin Sweety
Research Scholar
Reg. No. 19123154012018
Research Centre: S.T Hindu College, Nagercoil
Affiliated to Manonmaniam Sundaranar University
Dr. V.S. Shiny
Research Supervisor
Assistant Professor of English
Department of English and Research Centre
S.T. Hindu College,Nagercoil

Abstract

The problem of identity has always been one of the major problems of mankind in every
society. It does not really matter which ethnic group, culture or religion someone belongs to as
far as this issue is concerned. When people fail to resolve their identity crises, a sense of role-
confusion or identity diffusion develops in them. Attempting to develop their individualism or
self-identity, some people waver between roles in a kind of prolonged moratorium or live
through a period of suspended activity. Some others seem to avoid the crises altogether and settle
easily for an available, socially uprooted identity. Still, others resolve their crises by adopting an
available role or ideology that the society strongly disapproves of. The theme of Identity crisis is
addressed by most of the contemporary literary writers. Aravind Adiga, winner of the Man
Booker prize Award, highlights the burning issue of Identity in his debut novel The White Tiger.
The impact and influence of post colonialism fail to exert its luster on the characters of Adiga, as
they prove themselves to be not a ball in a hole, but a square peg in a round hole.The present
paper attempts to analyze how Adiga brings forth the strange issues of identity.

Keywords: Identity, entrepreneur, corrupt, power, poverty, humiliation, money, half-baked

People in this country are still waiting for the war of their freedom to come from somewhere
else, from the jungles, from the mountains, from China, from Pakistan. That will never happen.
Every man must make his own Benaras(Adiga, 304).

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The problem of identity has become a major problem of humankind in the present Digital
age. Further immigration and assimilation lead to have an identity which is not static and stable.
The uncertainty of such an identity marks a sense of plurality with new cultural traits and
influences. Hence the uniqueness of each culture is at stake and the affected individual attempts
to resist and reject the onslaught of alien cultures against one’s own culture. Simultaneously,
assertion and affirmation of individual identity assume importance in every culture.

Adiga’s Man Booker Prize-winning novel The White Tigervividly portrays how the
protagonist Balram Halwai who hails from a poor and downtrodden family in Gaya District of
Bihar, asserts his identity as one of Bangalore’s most successful entrepreneurs, running a travel
agency. Balram’s expedition to assert his identity is the result of his father’s words “My whole
life, I’ve been treated like a donkey. All I want is that one son of mine- at least one- should live
like a man” (30). This serves as a motivating stimulus to shackle away his socially imposed
identity and attains the courage to say “I could become the Boss of Bangalore” (319).Initially his
father’s words “live like a man” (30) was a mystery to him and he thought it meant living like
Vijay, the bus conductor, as he states, “I wanted to be like Vijay-with a uniform, a pay cheque, a
shiny whistle with a piercing sound” (31). Vijay’s elevation as a conductor from the lowest of
the low to a socially revered identity kindles Balram’s move towards his recognition. Balram
thinks a ‘uniform’ offers an identity to an individual.

The protagonist is caught between approval and disapproval of his identity within his
family itself. Balram’s father, Vikram Halwai, though a rickshaw-puller wishes to provide
formal education to his son to assert a concrete identity as education plays a vital role for
resolving identity crises. It is a general perception that, the quality of life set up and social
fidelity purely depends on education. But it is contrary in the case of Adiga’s protagonist
Balram. The encouraging words of Balram’s father regarding his schooling contradicts with his
grandmother Kusum’s assumption. She, who is an adept in tradition and its worth, makes an
assessment of her grandson which amounts to the statement: “He’s a coward and he eats too
much. Let him work in the tea shop and earn money” (28).

The novel explicitly reveals Balram’s strange identity problem. Adiga’s hero has “never
been given a name” (13) and he has always been called Munna that just means boy. His school
teacher names him Balram and for his sharp wisdom the school inspectorlaudshim in front of his
teacher and fellow students and calls him “The White Tiger”(35), the creature that comes once in
a generation. The inspector promises him a scholarship and directs him to go to a real school as
he says, “somewhere far from here. You need a real uniform and a real education”(35).The good
news soon turns to bad news as it is “the infallible law of life in the Darkness” (35).

Adiga, like a historian observes the contemporary society where a large number of
students are rendered as drop-outs because of their compelling familial poverty and the same is
with the case of Balram. When he gets recognized as an entrepreneur, he writes a series of
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lettersto the Chinese Premier, Wen Jiabao, who is on a mission to know the truth about
Bangalore and also to meet some Indian entrepreneurs. As a self-taught entrepreneur, Balram
offers to tell the Premier his life story to know everything about how “entrepreneurship is born,
nurtured and developed in this glorious twenty-first century of man”(7). He admits that
“thousands of others in this country like me are half-baked, because we were never allowed to
complete our schooling. Open our skulls look in with a penlight and you’ll find an odd museum
of ideas”(10).Stating himself as “a man of action and change” (6) he enunciates “I haven’t read
many books, but I’ve read all the ones that count” (6). He calls his life’s story as “The
Autobiography of Half-Baked Indian” (10) and admits that “Entrepreneurs are made from half-
baked clay”(11). To make the Chinese Premier understand, he proclaims, “India is two countries
in one: an India of Light, and an India of Darkness” (14). He adds “I am in the Light now, but I
was born and raised in Darkness” (14).Tribhuwan Kumar views the same perception and
comments that the novel “presents, nevertheless hastily, a brief but minute account of the
contemporary lives of the modern-day Indian youths” (181).

Balram’s expectation on asserting an identity under the wings of education gets shattered
when the family identifies him as a sole payee for the loan borrowed for his cousin-sister
Meera’s wedding. Though unwilling, he is forced toaccept an imposed identityas a table cleaner
at the tea shop in Dhanbad, to meet his family’s income where he sees “crushed humans in
crushed uniforms, sluggish and unshaven” (51). He hesitates to wipe out spots from the tables
and crush coals for the oven. He does his job with total dishonesty, lack of dedication and
insincerity. He uses his time at the tea shop in Laxmangarh to spy on every customer and
overhears everything they discuss. Thus he earns sound knowledge about life from the new
ambience and this ascertains to be a turning point of his life. He hopes to continue his education
through this way and accomplish his goal to assert an acceptable identity at the earliest.
Unfortunately his dream does not last long as the owner of the tea shop notices his deception and
chases him from the tea shop.

Balram, a man of higheraspiration from the world of darkness, continues his search for a
meaningful identity and for self-sustaining dignity in a world of growing isolation,
meaninglessness and moral decay. According to Festino, “Adiga’s character is then a non-
conformist or dissenter who struggles to break away from his own imposed social identity”
(193).He tries his level best to fit into a better role or position. As a matter of trial and error, the
process continues with his job as a driver. He gets fascinated by money and contemplates that
becoming a driver and earning one thousand seven hundred rupees a month may afford an
identity for his own. He needs three hundred rupees to learn how to drive a car. Getting money
from his Granny, Balram meets an old driver. There too his identity is questioned. The driver
asks his caste and Balram replies as Halwai. The driver in a passive way retorts, “Muslims,
Rajputs, Sikhs-they’re fighters, they can become drivers. You think sweet-makers can last long
in fourth gear?” (56). Somehow the old driver gives him practice in driving and soon he gets
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transformed into a driver. When Balram appeals him for a job, he scorns at him saying, “you
nitwit, how the fuck can I help you? Now get lost” (59). At this juncture, his brother Kishan’s
words, “keep trying, someone will say yes in the end” (59) encourage him to go ahead.

Adiga exposes the contemporary Indian society in its real colors. After some interference,
Balram meets the Stork, a rich landlord and appeals for a job as a driver for which his identity is
probed. The Stork asks him directly “Are you from a top caste or bottom caste, boy?”(64)In a
pathetic tone he replies, ‘Bottom,sir’ (64). The plurality of caste and community complicates the
issue of identity. Yet, Stork appoints him to drive a car of his USA returned son Mr. Ashok,
where as he is asked to do all kinds of menial works. Above all, he is enthralled with his khaki
uniform. “I saw myself reflected in the glass panes- all in khaki. I walked back and forth in front
of that bank a dozen times, just gaping myself. If only they had given me a silver whistle, I
would have been in paradise”(68). He triumphantly marches into his dream world of ‘uniformed’
identity. He feels gratified about his newly won identity.

Bharathi comments that Adiga’s “The White Tigeris an intelligent and cruel
representation of India in which broken people like Balram suffer under the rich” (58). Balram
moves to Delhi with his master Mr. Ashok and Pinky Madam and lands on the city “where
civilization can appear and disappear within five minutes”(281). His master lives in an apartment
called Buckingham Towers A Block, where he is left in a dormitory covered with cockroaches
and mosquitoes.He is happy with his new identity as a driver, with a uniform, to a rich landlord
who belongs to the creamy layer of the society, and so he ignores the mocking like, “Oh, you’re
useless” (70), “We shouldn’t have brought him here, he’s hopeless” (121), “Country
Mouse”(126), “village idiot” (130) and so on. The drivers in the cities do not wear uniforms. So
they criticize Balram as he looks like a monkey when he is in his uniform, which he thinks as a
label for his identity. On the contrary, he feels proud to take Ashok and Pinky Madam to
shopping mallsand carries their bags, massaging Mongoose, carrying cash to Ministers and
Politicians, bringing liquor and women for the men and entertaining people by serving them
liquor while driving with one hand. He even receives immense humiliation when he walks inside
the mall. He is very loyal to his masters but often they treat him with suspicion.The lost coin
incident makes Balram think of his rich master’s stingy behavior. Ashok’s brother Mongoose
insults Balram for not finding out a one rupee coin he drops when he steps out from the car.
Having been insulted, Balram says, “I got down on my knees. I sniffed in between the mats like
a dog, all in search of that one rupee”(139).To tackle the situation he takes a rupee coin out of his
shirt pocket drops it on the floor of the car, picks it up and gives it to the Mongoose.

Adiga portrays the double mindedness of the corrupted affluent and wealthy group of
landlords. He also throws light upon the exploitation exhorted on the deprived people of India.
Balram, throughout his journey to discover an identity, is being victimized. It is too late for
Balram to realize that he has been made use of by his masters for their safety and pleasure. He
realizes that the rich are sure enough to escape punishment for the criminal deeds with their
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money, perhaps the poor get punished for the offense they have done or not. The attitude of
Mongoose towards Balram takes a twist when Balram is forced to take the responsibility of the
crime caused by the negligence of Pinky Madam. Balram’s heart fills with pride when Mongoose
showers upon him the bogus flattering “Sit, sit, make yourself comfortable Balram. You’re part
of the family….I crouched on the floor, happy as a dog, and waited for him to say it again”
(165). The pious platitudes of Mongoose are mere part of lip service without any serious
purpose. He determines to come out from the coop and be successful at any cost.

In a harsh repressive society, one may be able to achieve his identity by embracing a
solitary elemental existence. Balram possesses strong individualistic character traits and endures
his mental deformity with courage. By his clever manipulation, he is elevated to the position of
chauffeur of the luxury car that belongs to Mr. Ashok. Perhaps he feels there is no change in his
identity. Through his city life, he learns corrupt means to break the bondage of an identity as a
servant. He fancies being a free man rather a slave and declares: “Even as a boy I could see what
was beautiful in the world: I was destined not to stay a slave” (41). With strong will power and
prudent wisdom he fights all odds of life and moves forward.

Being with Ashok, Balram learns about the real world and becomes increasingly aware of
materialistic identity. He observes that “the rich always get the best things in life, and all that we
get is their leftovers” (233).Moreover he feels that “the history of the world is the history of a
ten-thousand-year war of brains between the rich and the poor…. but of course the rich have won
the war for ten thousand years” (254). He starts thinking about his susceptible life without having
a recognized identity. Balram realizes that the individuals should try for their own personal
freedom. To him, “People in this country are still waiting for the war of their freedom to come
from somewhere else, from the jungles, from the mountains, from China, from Pakistan. That
will never happen. Every man must make his own Benaras. The book of your revolution sits in
the pit of your belly, young Indian. Crap it out and read. Instead of which, they’re all sitting in
front of colour TVs and watching cricket and shampoo advertisements”(304).

All citizens should abide by the rules and strategies of their nation. Certain times they
may be forced to adapt the fixed system of the society. Some people intend to remain the same
but a few others break the prejudices of caste, creed, religion, family and all their negative
circumstances and create an identity for themselves. Balram belongs to the latter category whose
mind becomes corrupt and blindly believes that both money and power alone can help him to
climb the ladder of success, and offer an identity which he yearns for long. Money as a driving
force renders him to act against the code of law.He determines not to spend his life like a caged
White Tiger. Consequently to enjoy the luxuries of life he plans to murder his employer. He
takes his master Mr. Ashok to withdraw money from banks and ATMs. On a deserted road,
Balram wants him to get down and help him to lift a tyre stuck in mud. There he slits his
employer’s throat with Johnnie Walker Black bottle and robs his red bag of seven lakh rupees.He
does not repent for what he has done. He feels his rich master had a better death than his poor
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father who died spewing blood, without any proper medication. Moreover he boldly justifies his
deed: “I will never say I made a mistake…. I will say it was all worthwhile” (320). Balram
absconds to Bangalore with his cousin brother Dharam and calls himself Ashok Sharma, the
owner of White Tiger-Technology Drivers. He accomplishes his father’s dream and his heart
gloats with pride for the newly evolved identity and declares “I was a driver to a master, but now
I am a master of drivers” (302).

The different roles and positions Balram takes only for the sake of gaining a self-
recognition. As an innocent student he wants to continue his school education but money
becomes sweet as honey for his family and he quits his school; thus money becomes a hallmark
in his life and he gradually climbs the ladder of life becoming a driver, chauffeur and a master to
drivers. He utilizes every opportunity to please his master and even becomes a criminal
voluntarily accepting the crime of his master’s wife. His fascination towards power and wealth
turns him to become a murderer affirming his inherent nature of money mindedness. Adiga’s
protagonist Balram succeeds in his affirmation and asserts his identity by nullifying and
replacing his master.

Works Cited

• Adiga, Aravind. The White Tiger. New Delhi: HarperCollins Publishers, 2008.
• Bharathi,C. “Change, Continuity and Quest for Justice: Aravind Adiga’s The White Tiger.”The
Quest, vol.30, no. 1, June 2016, pp. 51-59.
• Festino, Cielo G. “Still in Search of the Nation: A Reading of Aravind Adiga’s The White Tiger.”
Concepts and Contexts of Diasporic Literature of India,edited by DominicK.V., Gnosis, 2011,
pp. 185-196.
• Kumar, Tribhuwan. “Novelistic Diagnosis of Social Criticism in Arvind Adiga’s The White
Tiger.” Panorama of World Literature, edited by ArvindNawale M., Authorspress, 2012, pp. 180-
188.

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The Impact of Techno Stress Among College Students in Thoothukudi

District With Regard to their Addictive Smartphone Usage

Dr. S.C. B. SAMUEL ANBUSELVAN

Associate Professor of Commerce, The American College, Madurai;
[email protected];

Ms. K. DEEPTHINIVASINI
Assistant Professor, Department of Commerce, Thiagarajar College,
Madurai;[email protected]
ABSTRACT
This paper aims to assess the impact of techno stress among college students in
Thoothukudi District. Smart phones are common in the modern era, especially with the
younger generation. College students are the most active users of Smart phones and are
most exposed to techno stress in an attempt to cope up with the ever evolving technology.
Additionally, the problems faced by college students due to excessive smart phone usage
has also been analyzed. The paper presents the results of a survey of 210 college students
in Thoothukudi district. The study is based on primary data collected from the respondents.
Purposive sampling technique has been used in this study. Likert’s scaling technique and
ANOVA have been used to analyze the data.
KEY WORDS: Techno stress, Addiction, Social well-being.
INTRODUCTION
The smart phone offers several pleasurable experiences that potentially function as
rewards and increase the chance that process oriented use develops into habitual use.
Furthermore, pleasurable experiences might directly result in losing behavioral control.
Smart phone addiction is best explained by ritualistic motives and can be characterized by
symptoms such as feeling uncomfortable and irritated when the Smartphone is not
accessible” (Lepp, Barkley, &Karpinski,2014)1. Automatic urges to unlock the
Smartphone to check for notifications increases the chance in developingaddictive
behavior. Process related smartphone use appears to be a strong determinant for
developing both habitual and addictive smartphone usage (Song et al., 2004)2. Scholars
have empirically studied this gravitational tug on our attention in recent years. It is
identified as a checking habit – brief, repetitive inspection of dynamic content quickly
accessible on the device. These automated behaviors that emerge are reinforced by
informational ‘rewards’ that are very quickly accessible. (Oulasvirta, Rattenbury, Ma, &
Raita, 2012)3. Young people are used to attaining immediate rewards and feedback (Howe
& Strauss, 2004)4. Social stress is particularly salient among youngsters and they are
more likely to experience conflicts or difficulties in social relationships (Clarke, 2006)5.
STATEMENT OF THE PROBLEM
Smartphones have revolutionized the way we do things and the role they play in
today’s society is phenomenal. (Mackenzie, 2011)6. Smartphones have contributed to
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positive effects among individuals: increasing communication, improving efficiency,

decreasing perceived loneliness, strengthening family bonds and maintaining friendships.
(Ishii, 2006)7. College students in adulthood are expected to have more control over
smartphone use compared to elementary, middle, and high school students, but the rate of
smartphone addiction among college students turned out to be fairly high at 24.8-27.8%.
(Park et al., 2014)8. A study has reported that, students spend 5 hours daily using Social
Network Services and mobile communication applications (Verkasalo, 2010)9. Techno
stress is described as an inability to adequately adapt to continually advancing technology.
However, the positive aspects may outweigh the negative aspects for majority of
Smartphone users. With the positive, comes the negative. It is up to the individual to adapt
adequately, and as the results suggest, majority of smartphone users may be adapting to
such technology in a healthy manner. (Nolin, Miki S, 2015)10. Considering these past
findings, whether it is conceptualized as habitual, addictive or compulsive, Smartphones
are capable of causing techno stress and addiction among the youth. Hence, the researcher
has made an attempt to find out the impact of techno stress among college students in
Thoothukudi district with regard to their addictive smartphone usage.
REVIEW OF LITERATURE

Brod, (1984) in his study indicated that the move to the Information Age, with its
changes and need for adaptation to technology, has been rapid and stressful for many
people. For those who find it difficult to adapt, there are often a variety of responses or
results. One such response is called techno stress. Techno stress is the inability to adapt to
or cope with new computer technologies which reveals itself in one of the two ways: (1)
computer users struggle to accept the technology or (2) computer users over- identify with
the technology.11
Laguna and Babcock, (1997) in their study found that, feelings of anxiety, tension
and apprehension may interfere with basic psychological processes such as sensation,
perception, and cognition, and the result is that the adult student’s overall functioning and
responsiveness is impaired.12
Young (1999) in his study indicated that, when the use of internet or smartphones
becomes addictive, this might result in negative effects on financial, physical,
psychological, and social aspects of life.13
Chou & Hsiao, (2000) in their study found that, using the smartphone for
pleasurable or social experiences is rewarding. The result is that we are more likely to
repeat those actions as an escape from real life.14
Thomée, Eklöf, Gustafsson, Nilsson, &Hagberg, (2007) in their study observed that
habitual usage of smart phones lead to mental health problems like sleep disturbances and
depression.15
Kun &Demetrovics, (2010) in their study indicated that, in addictive behavior,
decoding and differentiation of emotions as well as the regulation of emotions play an
important role. Individuals having difficulties in coping with negative emotions easily turn
to the Internet. This also applies to smartphone addictions.16

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Androulidakis&Kandus, (2011) in their research observed that, in today’s digital

era, one of the main devices that connects users to the internet is a smartphone.
Smartphones are becoming a critical component of the digital economy, a style statement,
a useful communication device and a vital part of the daily life of people around the
world.17
Bozeman, (2011) in his study described how the excessive use of Smartphones can
lead to addiction, which has a negative effect at work in terms of lowering productivity.
For example, some people treat their Smartphones the same as they treat their pets; they
name them and buy accessories to make their Smartphones look good.18
Charles, Piazza, Mogle, Sliwinski, and Alemida (2013) found that daily exposure to
stress negatively related to psychological well-being. It is suspected that techno stress, as a
result of compulsive smartphone use, will increase daily stress and reduce well-being,
ultimately resulting in the reduction of an individual’s satisfaction with life.19
Tarafdar, Gupta, &Turel (2013) conceptualize techno stress as the “misuse,
overuse,overload and stress brought on by technology”.20
Lee, Chang, Lin, & Cheng, (2014) in their study considered compulsive usage of
smartphones as a form of techno stress – a modern disease of adaptation caused by the
inability to cope up with the new technology in a healthy manner.21
OBJECTIVES
1. To analyze the impact of techno stress on the social well-being of college
students in Thoothukudi District.
2. To assess the problems faced by students due to Smartphone addiction and to
suggest remedial measures to overcome them.
METHODOLOGY
The study was conducted among college students using Smartphones in
Thoothukudi district. The sample size of the study is 210. Purposive sampling technique
is used in this study. Quantitative data was collected from Smartphone users using
questionnaire method of data collection. The data were analyzed using the Statistical
Package for the Social Sciences (SPSS). The statistical tools used for the analysis of data
in this study are Likert’s scaling technique and ANOVA.
DATA ANALYSIS
The demographic profile of the respondents like age, gender, educational
qualification is analysed in the study. Their significant relationship to technostress is also
analysed with the help of statistical tools like ANOVA. The impact of technostress due to
Smartphone usage and the problems faced due to Smartphone usage are identified using
Likert’s ranking technique.

Mean
Total
Statements indicating Technostress Score Rank
Score*
**
I am forced to use this technology to work much faster. 821 3.910 I
I am forced to spend more time with this technology than for academic purposes. 757 3.605 II
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It is often complex for me to use new technologies for academic work. 747 3.557 III
There is a change in my work habits in order to adapt to new technologies. 740 3.524 IV
I have to be in touch with my work even during my vacation due to this technology. 738 3.514 V
The technology in my Smartphone has forced me to work between very tight time
VI
schedules. 736 3.505
I spend less time with my family due to this technology. 710 3.381 VII
I find that other students in the college know more about technology than I do. 708 3.371 VIII
I feel my personal life is being invaded with the use of technology. 696 3.314 IX
I need a long time to understand and use new technologies. 680 3.238 X

Table 1.1Ranking of Statements indicating Technostress due to Smartphone Usage

* (SA×5) + (A×4) + (N O×3) + (DA×2) + (SDA×1)
** Total score/No. of Respondents
Source: Primary data
Table 1.1 shows the ranking of statements indicating techno stress due to Smartphone
usage using Likert’s scaling technique. Among the statements ‘I am forced to use this
technology to work much faster’ranked first with a mean score of 3.910. It is followed by ‘I
am forced to spend more time with this technology than for academic purposes’ which ranked
second with a mean score of 3.605 and ‘It is often complex for me to use new technologies for
academic work’ ranked third with a mean score of 3.557,‘There is a change in my work habits
in order to adapt to new technologies’ with a mean score of 3.524 and ‘I have to be in touch
with my work even during my vacation due to this technology’ with a mean score of 3.514got
the fourth and fifth ranks respectively. ‘The technology in my Smartphone has forced me to
work between very tight time schedules’ was ranked sixth with a mean score of 3.505, ‘I spend
less time with my family due to this technology’ ranked seventh with a mean score of 3.381, ‘I
find that other students in the college know more about technology than I do.’ ranked eighth
with a mean score of 3.371, ‘I feel my personal life is being invaded with the use of
technology’ ranked ninth with a mean score of 3.314and ‘I need a long time to understand and
use new technologies’ ranked tenth with a mean score of 3.238.

Intensity of Technostress
Age (in years) Total
Low Medium High
20 77 24 121
18-22
(16.53) (63.64) (19.83) (100)
18 54 17 89
22 and Above
(20.22) (60.67) (19.10) (100)
Total 38 131 41 210
Table 1.2 Age and Intensity of Technostress

(Figures in Parentheses are percentages)

Source: Primary data
As indicated in Table 1.2 out of 210 respondents, 121(57.62%) respondents belong to the
category of ‘18-22 years’. Among them, for 16.53 per cent of the respondents the intensity of
techno stress is at low level, for 63.64 per cent of the respondents the intensity of techno stress is
at medium level and for 19.83 per cent of the respondents the intensity of techno stress is at high
level. Among the 89(42.38%) respondents belonging to the category of ‘22 years and Above’
20.22 per cent of the respondents the intensity of techno stress is at low level, for 60.67 per cent
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of the respondents the intensity of techno stress is at medium level and for 19.10 per cent of the
respondents the intensity of techno stress is at high level.To find out whether there is any
significant difference between the age of the respondents and the intensity of technostress the
following null hypothesis was framed and tested.H0: There is no significant difference between
the age of the respondents and the intensity of technostress.One-way ANOVA is applied to find
out whether there is any significant difference between the age of the respondents and the
intensity of technostress.
ANOVA for Intensity of Technostress according to Age
Source of Variation Sum of Df Mean Calculated P Inference at 5 %
Squares Square F Value Value Level
Between Groups 717.713 9 79.746
2.227 .022
Within Groups 7160.211 200 35.801 H0: Rejected

Total 7877.924 209

Source: Primary data

The ANOVA result shows that the p-value is .022, which is less than the significance level
of 0.05.Hence,the null hypothesis is rejected and it is inferred that, there is a significant
difference between intensity of techno stress and the age of the respondents.

Intensity of Technostress
Gender Total
Low Medium High
Male 13 67 25 105
(12.38) (63.81) (23.81) (100)
Female 25 64 16 105
(23.81) (60.95) (15.24) (100)
Total 38 131 41 210

Table 1.3 Gender and Intensity of Technostress

(Figures in Parentheses are percentages)

Source: Primary data
As indicated in Table 1.3 out of 210 respondents, an equal percentage (50%) of
respondents belong to the category of ‘Male’ and ‘Female’. Among the respondents
belonging to the category ‘Male’, for 12.38 per cent of the respondents the intensity of
techno stress is at low level, for 63.81 per cent of the respondents the intensity of techno
stress is at medium level and for 23.81 percent of the respondents the intensity of techno
stress is at high level. Among the respondentsbelonging to the category ‘Female’, for 23.81
per cent of the respondents the intensity of techno stress is at low level,for 60.95 per cent of
the respondents the intensity of techno stress is at medium level and for 15.24 percent of the
respondents the intensity of techno stress is at high level.To find out whether there is any
significant difference between the gender of the respondents and the intensity of
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technostress the following null hypothesis was framed and tested.H0: There is no significant
difference between the gender of the respondents and the intensity of technostress.
One-way ANOVA is applied to find out whether there is any significant difference between
the gender of the respondents and the intensity of technostress.
ANOVA for Intensity of Technostress according to Gender
Source of Variation Sum of Df Mean Calculated P Inference at 5 %
Squares Square F Value Value Level
Between Groups 121.905 1 121.905
3.269 .072 H0: Accepted
Within Groups 7756.019 208 37.289

Total 7877.924 209

Source: Primary data
The ANOVA result shows that the p-value is .072, which is greater than the significance
level of 0.05.Hence,the null hypothesis is accepted and it is inferred that, there is no significant
difference between the intensity of technostress and the gender of the respondents.

Intensity of Technostress
Educational Status Low Medium High Total

10 45 20 75
Higher Secondary
(13.33) (60) (26.67) (100)
19 54 12 85
UG
(22.35) (63.53) (14.12) (100)
9 32 9 50
PG
(18) (64) (18) (100)
Total 38 131 41 210
Table 1.4 Educational Qualification and Intensity of Technostress
(Figures in Parentheses are percentages)
Source: Primary data
As indicated in Table 1.4 out of 210 respondents, 75 (35.71%) respondents belong to the
category of ‘Higher secondary’. Among them, for 13.33 per cent of the respondents the intensity
of techno stress is at low level, for 60 per cent of the respondents the intensity of techno stress is
at medium level and for 26.67 percent of the respondents the intensity of techno stress is at high
level. Among the 85 (40.48%) respondents belonging to the category ‘UG’, for 22.35per cent of
the respondents the intensity of techno stress is at low level, for 63.53 per cent of the respondents
the intensity of techno stress is at medium level and for 14.12 percent of the respondents the
intensity of techno stress is at high level. Among the 50(23.81%) respondents belonging to the
category ‘PG and Above’ for 18 per cent of the respondents the intensity of techno stress is at
low level, for 64 per cent of the respondents the intensity of techno stress is at medium level and
for 18 percent of the respondents the intensity of techno stress is at high level.To find out
whether there is any significant difference between the educational status of the respondents and
the intensity of technostress the following null hypothesis was framed and tested.
H0: There is no significant difference between the educational level of the respondents and the
intensity of technostress.
ANOVA for Intensity of Technostress according to Educational Qualification
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Source of Variation Sum of Df Mean Calculated P Inference at 5 %

Squares Square F Value Value Level
Between Groups 203.684 2 101.842
2.747 .066 H0: Accepted
Within Groups 7674.240 207 37.074

Total 7877.924 209

Source: Primary data
The ANOVA result shows that the p-value is .066, which is greater than the significance
level of 0.05.Hence,the null hypothesis is accepted and it is inferred that, there is no significant
difference between the intensity of technostress and the educational level of the respondents.
Table 2.1 Ranking of Problems Faced due to Excessive Use of Smartphone using
Likert’s Scaling technique
Problems Total Score* Mean Score** Rank
Delay in completion of work 789 3.757 I
Lack of concentration in academic work 786 3.743 II
Lack of time spent with family 772 3.676 III
Change in work habits 754 3.590 IV
Lack of sleep 732 3.486 V
Stress 709 3.376 VI
Addiction 692 3.295 VII
Sensitive to vibration 688 3.276 VIII
Tension 686 3.267 IX
Higher Anxiety 681 3.243 X
Depression 664 3.162 XI
Obesity and other health issues 654 3.114 XII
* (SA×5) + (A×4) + (N O×3) + (DA×2) + (SDA×1)
** Total score/No. of Respondents
Source: Primary data
Table 2.1 indicates the ranking of the problems faced by the respondents due to
excessive use of Smartphone using Likert’s scaling technique.Among the problems ‘Delay
in completion of work’ranked first with a mean score of 3.757. It is followed by ‘Lack of
concentration in academic work’ which ranked second with a mean score of 3.743 and
‘Lack of time spent with family’ ranked third with a mean score of 3.676,‘Change in work
habits’ with a mean score of 3.590 and ‘Lack of sleep’ with a mean score of 3.486 got the
fourth and fifth ranks respectively. ‘Stress’ was ranked sixth with a mean score of 3.376,
‘Addiction’ ranked seventh with a mean score of 3.295, ‘Sensitive to vibration’ ranked
eighth with a mean score of 3.276 and ‘Tension’ ranked ninth with a mean score of 3.267,
‘Higher Anxiety’ ranked tenth with a mean score of 3.243. ‘Depression’ ranked eleventh
with a mean score of 3.162 and ‘Obesity and other health issues’ ranked twelfth with a mean
score of 3.114.
FINDINGS
➢ The result of Likert’s scaling technique used to measure the intensity of technostress due
to Smartphone usage reveals that the statement ‘I am forced to use this technology to
work much faster’ ranked first with a mean score of 3.910 and ‘I am forced to spend
more time with this technology than for academic purposes’ ranked second with a mean
score of 3.605whereas the statements ‘I feel my personal life is being invaded with the
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use of technology’ with a mean score of 3.314 and ‘I need a long time to understand and
use new technologies’ with a mean score of 3.238 got the last two ranks.
➢ The result of Likert’s scaling technique used to measure the intensity of problems due to
excessive Smartphone usage reveals that ‘Delay in completion of work’ ranked first with
a mean score of 3.757 and ‘Lack of concentration in academic work’ ranked second with
a mean score of 3.743 whereas the problems ‘Depression’ with a mean score of 3.162
and ‘Obesity and other health issues’ with a mean score of 3.114 got the last two ranks.
➢ The researcher has used of ANOVA to ascertain the intensity of technostress due to
the excessive use of Smartphones.It is found that, the variables gender and educational
qualification have no impact on the intensity of technostress due to Smartphone usage
whereas the age of the respondents has an impact on the intensity of technostress due
to Smartphone usage.
SUGGESTIONS
Based on the findings of the study, the following suggestions are offered:
➢ College students use their Smartphones mostly for online activities and entertainment.
They fail to utilize other important functionalities of the Smartphone. Many features of
the Smartphone remain unused and unexplored by the users. Therefore, the Smartphone
is yet to be fully exploited its users.
➢ It is quite natural to experience various levels of techno-stress and frustration with
technology. In order to overcome the technostress caused due to Smartphone usage,
students can practice shifting their focus to more creative activities, ignoring the
constant technological interventions from their Smartphones throughout the day.
CONCLUSION
Smartphones fulfil the demand for immediate access to social worlds.The increasing
capabilities of Smartphones are positioning them as the technology of choice, replacing PCs
and laptops for many users, especially college students.Though the impact caused by the
Smartphone technology in the lives of people, especially college students who are more
tech-savvy cannot be undone its impact on their daily life can be balanced. It is high time,
mankind drew a line between needs and wants when it comes to the usage of Smartphones.
College students should prioritize their needs and use Smartphone as an effective tool that
gives access to a wealth of information in a wise manner.
REFERENCES
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phone use, academic performance, anxiety and satisfaction with life in college
students. Computers in Human Behavior,31,343-350.
2. Song, I., Larose, R., Eastin, M. S., & Lin, C. A. (2004). Internet gratifications
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Behavior,7(4), 384–394.
3. Oulasvirta, A., Rattenbury, T., Ma, L., & Raita, E. (2012). Habits make smartphone
use more pervasive. Personal and Ubiquitous Computing, 16(1),
105-114.
4. Howe, N., & Strauss, W. (2004) Millennials rising: The next great generation.
New York: Vintage Books.
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5. Clarke, A. T. (2006). Coping with interpersonal stress and psychosocial health

among children and adolescents: A meta-analysis. Journal of Youth and
Adolescence, 35(1),10–23.
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with-smartphone-will-impact-theretail-experience.
7. Ishii, K. (2006). Implications of mobility: The uses of personal communication
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CMBGMR,2010,pp258-263.
10. Nolin, Miki S., "The Influence of Cultural Attitudes and Norms on Smartphone
Use, Techno stress and Life Satisfaction" (2015). University of TennesseeHonors
Thesis Projects. http://trace.tennessee.edu/utk_chanhonoproj/1824.
11. Brod, C. 1984. Technostress: The Human Cost of the Computer Revolution.
Addison- Wesley, Reading, MA.
12. Laguna, Kerrie and Renee L. Babcock, “Computer Anxiety in Young and Older
Adults: Implications for Human-Computer Interactions in Older Populations,”
Computers in Human Behavior 13 (1997): 317-326.
13. Young, K. S. (1999). Internet addiction: Symptoms, evaluation and
treatment.
Innovations in Clinical Practice, 17, 19–31.
14. Chou, C., & Hsiao, M. (2000). Internet addiction, usage, gratification, and pleasure
experience: The Taiwan college students case. Computers & Education, 35(1), 65–
80.
15. Thomée, S., Eklöf, M., Gustafsson, E., Nilsson, R., &Hagberg, M. (2007).
Prevalence of perceived stress, symptoms of depression and sleep disturbances in
relation toinformation and communication technology (ICT) use among young adults
- an explorative prospective study. Computers in Human Behavior, 23(3), 1300–
1321.
16. Kun, B., &Demetrovics, Z. (2010). Emotional intelligenceand addictions:
Asystematic review. Substance Use & Misuse, 45(7–8), 1131–1160.
17. Androulidakis, I., &Kandus, G. (2011). Mobile phone brand categorization vs.
users’security practices. Engineering, Technology & Applied Science Research, 1(2),
pp –30. Retrieved from http://etasr.com/index.php/ETASR/article/view/19.
18. Bozeman, M. (2011, July 27). Smartphone obsession the latest addiction.
BozemanDaily Chronicle.

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A Study on Green Marketing in South Tamilnadu Rising Challenges and Opportunities,

for Better Future
B.VINISHA
Reg.No.:20123221272007
Ph.D Research Scholar
Department of Management Studies
St .john’s college of arts and science, Ammandivilai – 629 204
Manonmaniam sundaranar University, Abishekapatti, Tirunelveli – 627 012
Dr.G.VENKADASALAPATHI
Associate Professor
Department of Business Administration
G.V.N college of arts and science, Kovilpatti -628 502
ABSTRACT
Green marketing is a phenomenon which has developed particularly important in the modern
market, this concept has enabled for the thrill and the existing packaging Products that
already comply with these guidelines. In addition, the development has opened the green
marketing connect the door of opportunity for companies the praised quality green products
in separate line, some while ignoring the other. This organization of the market Techniques
are explained as the direct result of the movement the spirit of the consumer market. As a
result of this Companies have increased targeted their consumers if you are concerned about
the environment. These same Consumers by their concern are interested in integration by buy
to environmental issues in their decisions. Their involvement in the process and content of
the each product marketing strategy may be necessary. This article describes, as companies
thought to have their Rate targeted green consumers, those who are affected. On the
environment and it can have effect on all their purchases decisions? The document identifies
three segments green consumers and examines the challenges and the opportunities
companies with green marketing. We examine the trends of green marketing in South
Tamilnadu and describe the reason why the companies are adopting the green marketing, and
the future of the green marketing and finds that green Marketing is something that constantly
grow in both Practice and application .
Keywords: Phenomenon, Products, Consumer, Involvement, Purchase, Companies,
Opportunities
INTRODUCTION
Environmentalism has fast emerged as a worldwide phenomenon. Marketing organizations
too have risen to the occasion and have started responding to environmental challenges by
practicing green marketing strategies. The awareness of Green marketing has increased
among the Indian consumers. Many of the manufacturers are following Green marketing
practices in India. So, the Green marketing concept is not a new survival mantra of the
business organizations. Green marketing includes the concept of planning, development and
promotion of environment – friendly products or services to satisfy the needs of ultimate
customers for quality, quantity, optimum price and service, without having a negative effect
on the usage or its users.
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As per Mr. J. Polonsky, green marketing can be defined as, "All activities designed to
generate and facilitate any exchange intended to satisfy human needs or wants such that
satisfying of their needs and wants occur with minimal detrimental input on the national
environment." Thus "Green Marketing" refers to holistic marketing concept wherein the
production, marketing consumption an disposal of products and services happen in a manner
that is less detrimental to the environment with growing awareness about the implications of
global warming, non-biodegradable solid waste, harmful impact of pollutants etc., both
marketers and consumers are becoming increasingly sensitive to the need to switch over to
green products and services. While the shift to "green" may appear to be expensive in the
short term, it will definitely prove to be indispensable and advantageous, cost-wise too, in the
long run. Therefore, to ensure consumer confidence, marketers of green products need to be
much more transparent, and refrain from breaching any law or standards relating to products
or business practices.
Review of Literature:
As business activities caused many of the environmental problems in the past and still do,
there is increasing recognition that business is vital in the process of a more ecological
sustainable society. Companies, especially multinationals, play an essential role in the world
economy, and they have also the resources and capacity to put ecological solutions into
practice (Tjärnemo, 2001, p. 29).
Usama Awan Muhammad Aamer Raza (2010) in their joint research, ―The role of green
marketing in development of consumer behavior towards green energy‖, analysed that the
choice of Energy company, whether it is green or conventional, Price is the most important
factor. The results show that consumers are conscious about environment and are willing to
pay extra for green energy.
R.Shrikanth and D.Surya Narayana Raju ( 2012) in their study,‖ Contemporary green
marketing - Brief reference to Indian scenario‖, analysed that Green marketing should not be
considered as just one more approach to marketing, instead should be pursued with greater
vigor as it has societal and environmental dimensions.
Marketers also have the responsibility to make the stakeholders aware about the need and the
advantages of green products.
Alsmadi (2007) while investigating the environmental behaviour of Jordanian consumers
reveals a high level of environmental conscience. Unfortunately however this positive
tendency and preference in the "green" products did not appear to have any effect on the final
decision, obviously because these consumers had a stronger faith in the traditional products
and a small confidence in the green statements. The above obstacles were further
strengthened by the lack of environmental conscience by a lot of enterprises and the existence
of a large scale of prices for the same product, many of which included an impetuous
estimate of environmental responsibility.
Brahma, M. & Dande, R. (2008), The Economic Times, Mumbai, had an article which stated
that, Green Ventures India is a subsidiary of New York based asset management firm Green
Ventures International. The latter recently announced a $300 million India focused fund
aimed at renewable energy products and supporting trading in carbon credits.

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The Importance of Green Marketing:

It is really scary to read these pieces of information, as reported in the times recently: "the air
pollution the people, cultures and wildlife we damage." "Total tens of billions dollars
annually". "More than 12 other studies in the United States, the Brazil-Europe, in Mexico and
the Taiwan have links between air pollution and low weight premature birth, still birth and
baby died established". Resources are limited and human needs are unlimited, it is important
for the marketing to use resources effectively without waste as well as the purpose of the
organization. Green marketing is inevitable. There is interest among consumers in the World
on the protection of the environment, around the worldwide people are concerned about the
environment and change its behaviour. As a result of the green marketing is the market for
sustainable and socially responsible services and products Growing consumer awareness
around the world about the protection of the environment in which they live, which want to
leave people land on to their offspring, various studies from environmentalists suggest that
people are concerned about the environment and change their behaviour less to be hostile.
Now we see that most consumers, both individuals and industrial, are more and more
concerned with environmental products.
Green Products Physical characteristics:
Products manufactured green technology and caused no hazard to the environment, are
called green products or environmentally friendly products. Elevation of green technology
and environmentally friendly products is required for the preservation of natural resources
and sustainable development. We can define green environmental products by the following
resource
Those products who are grown at the originally of the production
Products that must have environmentally friendly packaging i.e. reusable, refillable
containers
Products that are not being tested or any laboratory or experiment on animals
Products that do not destruction or contaminate the environment
The content under chemical products approved
Products with recycled materials, non-toxic chemicals
Products with natural ingredients Products are recyclable and biologically Degradable
products Challenges
Challenges for Green Marketing:
1-New Conception South Tamilnadu consumers of urban area read and write and are more
and more aware of the benefits of green products. But it is still a new concept for the masses.
Consumers must be educated and made aware of environmental threats. The new ecological
movements necessary to reach the masses and takes much time and effort. Heritage of South
Tamilnadu Ayurveda, South Tamilnadu consumers appreciate the importance of the use of
natural and herbal beauty products. A healthy living life like the consumption of natural
foods and yoga are exposed to South Tamilnadu consumers. In these aspects of consumption
is already informed and natural products are accepted.
2-Essential for Standardization It is noted that only 5% of the marketing messages of
"Green" campaigns are quite correct, and a deficiency indicates Standardization, these claims
are authenticate. There is no Standardization, these claims to authenticate. There are no
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Standards currently in place, a product as certified organic. Unless, of course, some

authorities are involved in offer not any verifiable certificates means. A standard quality
control board must be present for the marking and licensing.
3-Avoiding Green near sightedness: The first rule of green marketing focuses consumer’s
benefits, primarily on consumer value, why buy certain products, which is the main reason.
do this right and motivate Consumers to change, brands or even numbers a premium for more
greener alternative, It does not help, if a product is being developed, which absolutely green
in various aspects, but is are not passed to the customer satisfaction criteria. This will leads to
the Green myopia. Even if green products prices very high, and then it will lost its market
acceptability
4-Tolerance and Persistence The investors and companies need to see the marketer must
consider in the long term the benefits of this new green movement the environment as an
excellent opportunity for long-term investment not for short term. It is a lot of patience and
not immediately need for requirement, because there is no result for short term it is a new
construct and new idea, it has his own deadline and acceptance period .
Objectives of the Study
The present work on green marketing has been carried out with the following objectives:
1. To understand the concept of green marketing.
2. To analyze the green marketing practices of consumers in South Tamilnadu.
3. To suggest the measures to enhance the practice of green marketing in the study area.
Hypotheses
The following are the null hypotheses analysed in this study
1. There is no significant relationship between the preference of green marketing and
educational qualification.
2. There is no significant relationship between monthly income and green practices.
Scope of the Study
In the present state of growing green marketing corporate entities in India with importing
new technology, a comprehensive analysis of consumer‘s mindset related outcomes like
personal characteristics, advertisement value, consumer choice and perceptions are
considered to understand their a study on green marketing in south tamilnadu rising
challenges and opportunities, for better future .
Design of the Study Sampling Procedure
A sample of 50 respondents was selected for the study. The researcher has adopted simple
random sampling technique for the collection of data from the respondents.
Source of Data : The present study is based on both primary data and secondary data.
Primary data were collected through interview schedules from the respondents. Secondary
data consists of different literatures like websites, published articles, books, journals, etc.
Pilot Study :The researcher used interview schedules for the collection of primary data from
the respondents. A preliminary study was made to pre-test the interview schedule with few
individuals and on that basis the interview schedule was edited. Further interviews were
conducted using the structured interview schedule. The completed schedules were checked
and corrected. The omissions and errors were rectified by revisits to the fields.
Framework of Analysis
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After the completion of the data collection, the filled up schedules were edited properly.
Codification was done to the responses collected. For further processing a master table was
prepared to sum up all the information collected. With the help of master table, frequency
tables were prepared for further analysis by using chi-square, Likert‘s scale and ranking.
Limitations of the Study
Every research suffers from errors and limitation. Some of these are inherent in the research
design while some other become parts of the study during various stages of operations. The
following are the limitations of the study:
The convenience sampling method is followed in selecting the respondents. So the results
of the study may be biased.
As the study was conducted for a short duration of 3 months, it was difficult to study in
depth about the various aspects.
Time, cost and other resources were constraints for a fully comprehensive study.
Results and Discussion
Table 1 Relationship between educational qualification and green marketing practices
Education Using Avoiding Prefer eco Avoiding Total
recyclable plastic bags friendly packaging
bags products goods
Upto SSLC 1(0.44) 0(0.96) 0(0.4) 1(0.24) 2
HSC 7(6.6) 15(14.4) 5(6) 3(3.6) 30
UG 0(0.22) 1(0.48) 0(0.2) 0(0.12) 1
PG 0(1.54) 4(3.36) 3(1.4) 0(0.84) 7
Professional 2(1.76) 2(3.84) 2(1.6) 2(0.96) 8
Others 1(0.44)) 1(1.56) 0(0.96 0(1.6) 2
Total 11 24 10 6 50(33.54)
Figures in brackets are Expected Frequencie Source: Primary Data

Table 1 indicates the relationship between the Educational qualification and green marketing
practices. The table value of χ2 for 15 degrees of freedom at 5% level of significance is 25.0
and the calculated value of χ2 is 33.54. Since the calculated value is more than the table
value, the null hypothesis is accepted. Hence, it can be concluded that there is no relationship
between Educational qualification and green marketing practices followed.
Table 2 Green Practices While Shopping Source: Primary Data
Green practices No of Respondents (%)
Using recyclable bags 4 8
Prefer green products 2 4
Avoiding plastic bags 21 42
Avoiding packaged goods 13 26
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Total 50 100

Table 2 reveals that 8% of the respondents use recyclable bags while shopping, 4% of the
respondents prefer eco friendly products while shopping, 42% of the respondents avoid
plastic bags while shopping and 26% of the respondents avoid packaged goods. Thus it is
inferred that majority of the respondents avoid plastic bags while shopping.
Findings:
It indicates the relationship between the Educational qualification and green marketing
practices. The table value of χ2 for 15 degrees of freedom at 5% level of significance is 25.0
and the calculated value of χ2 is 33.54. Since the calculated value is more than the table
value, the null hypothesis is accepted. Hence, it can be concluded that there is no relationship
between Educational qualification and green marketing practices followed.
This reveals that 8% of the respondents use recyclable bags while shopping, 4% of the
respondents prefer eco friendly products while shopping, 42% of the respondents avoid
plastic bags while shopping and 26% of the respondents avoid packaged goods. Thus it is
inferred that majority of the respondents avoid plastic bags while shopping.
It shows the ranking of the factors of media suitable for green advertisement. TV is the most
suitable media for green advertisement and it got the first rank, followed by internet,
newspaper, neon light, window and radio.
This indicates that 44% of the respondents feel that the price of green products is low, 4% of
the respondents feel that the price of green products is high and 52% of the respondents feel
that the price of green products is moderate. Thus it is inferred that majority of the
respondents feel that the price of green products is moderate.
It shows that 24% of customers purchase green products even at a high price to support green
practices, 8% of customers purchase green products even at a high price as it is less
hazardous to human and 62% of customers purchase green products even at a high price for
the quality of the product. Thus it is inferred that majority of customers purchase green
products even at a high price for the quality of the product.
Observations:
Green marketing has commanded tremendous attention in the context of global warming and
climate change and as a result has forced both the customers on one side and the companies
on the other to incorporate the principles of green marketing. Recently, it has drawn the
attention of government too in this regard and paved the way for introducing many
environment friendly policies. Due to this majority of the respondents have opted to avoid
plastic bags while shopping and they feel that the price of green products is moderate Even if
the price of the green products is high the customers prefer to buy them for its quality.
Suggestions
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Many of the people are not even aware of green products and their uses. Therefore the
marketers can spread awareness and advantages of eco-friendly products and convince
customers about long term cost effectiveness of eco-friendly products. The consumers must
take a lead and make others understand the benefits of organic food, minimize the use of
scarce natural resources, recycle the recyclable waste material. It is also suggested to use
social networking sites to influence on sustainable consumer behavior.
The Future of Green Marketing in South Tamilnadu:
There are many lessons how to learn and how to avoid green marketing myopia, to avoid the
short version of all this is that effective community requires good marketing principles to
apply desirable green products for costumer. The question that remains the future of green
marketing however is?, what is Company researcher where displayed as "Marginal", granted
object, that environmental limits and conservation agrees well with the traditional axioms of
marketing by the customer to give them what they want 'and ' to sell as much as possible.
Suggests that green products succeed avoid green marketing myopia by the following three
important values.
1-Genuine of product claim -Promotes the evangelization of consumers on social
consumers and network of Internet -Communication with convincing, motivating, and
entertaining information about environmental products. -Mentions of products or eco-
certification by a third party trust and educate to inform the consumers about the importance
of these co-approvals and certifications to get. -Employ environmental product and costumer
profit rights that are precise and Meaningful.
2-Costumer value and positioning -Ordinary appeal in the form of environmental products
consumers wanted to expand. -Develop environmental products to perform as well by way of
(or better than) Substitutes -Encourage and supply the costumer preferred value of
environmental products and Board applicable customer market segments
3-Calibration of customer information -Generate likable and instructive internet websites
about environmental products Favorite consumer value -Inform customer through marketing
communications that attach environmental Characteristics with preferred customer value -
Frame environmental product qualities as “clarifications” for customer requirements
Conclusion
It is now the correct time to choose "Green marketing" across the world. It would be
accompanied by a move the world business if all worlds because green marketing harsh roles
make are important to save the world from pollution. From the corporate point of view
because it’s a clever marketing message, convinces not only consumers, but also involves
consumer in the marketing of their products. Green marketing should not only a marketing
approach, but you must be pursued more strongly vigor, because it has a social and
environmental dimension. Great threat with global warming it is extremely important that the
green marketing become the norm rather than an exception, or just is passing a fad. Recycling
of paper, metals, plastics, etc., become more systematic and universal in a safe and
environmentally sound manner. It must use the General standard efficient lamps in the energy
and other electrical products. The seller will also be answerable for the consumer understands

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the need for and the advantages of environmentally friendly products compared to make to
not-green.
In green marketing, consumers are eager to maintain more pay cleaner and greener
environment. Finally consumers, manufacturers and under pressure to suppliers, buyers
should be to minimize the negative impact on the environment. Green marketing takes even
more significance and relevance in developing countries such as South Tamilnadu.
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“Green Marketing, The case of Greece in certified and sustainable managed timber
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[16]. Thinking Made Easy “Marketing in Travel and Tourism Industry”

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Retrieving the Subalternity: A Reflection of Malsawmi Jacob’s Zorami: A Redemption Song

Mr. Y. JINY AMOS

Ph.D Research Scholar in English
Reg. No: 17213164011019,
Scott Christian College (Autonomous), Nagercoil, Kanyakumari – 629 003, Tamil Nadu, India.
E-mail: [email protected]

Dr. A. NISHA
Assistant Professor
Department of English,
Scott Christian College (Autonomous), Nagercoil, Kanyakumari – 629 003, Tamil Nadu, India.
Affiliated to Manonmaniam Sundaranar University,
Abishekapatti, Tirunelveli – 627 012, Tamil Nadu, India.
E-mail: [email protected]
Abstract
Indigenous communities come under the category of subaltern as they constitute a meager
amount in the world population. Retrieval of the past is prominent in the indigenous writings to
show off the perennial suffering of the communities. Human advancement is one of the greatest
nemeses that it has turned their existence topsy-turvy. The so-called advanced and civilized
society attempts to extend its hegemonic attitude on the primitive people. The power in the
centre accelerates the indigenous people towards the periphery. The vulnerability of the
community fails to withstand the power and yields to subjugation and subordination. The article
is an endeavour to emphasise the inexpressible woes of the Mizo people with reference to
Malsawmi Jacob’s Zorami: A Redemption Song (2015). The colonialist ideology grabs the
Mizoland from the natives and annexes with the mainland. The pluralistic construction of the
society is untended as linguistic imperialism is dictated on them. The predicament of the people
is not mitigated rather neglected because they are considered as ‘others.’ The economic status of
the Mizos is hibernated and the people lack proper infra-structure. The fight for freedom is
crushed by the military power and they become refugees in their own Mizoland.
Key Words: Annexation, Linguistic Imperialism, Negligence, Economy and Refugees
Retrieving the Subalternity: A Reflection of Malsawmi Jacob’s Zorami: A Redemption Song

In post-colonial theory, the term subaltern refers to the colonial subjects who are socially,
politically and geographically kept outside of the power politics. It also explains the lower social
classes and other social groups who are pushed to the periphery of the mainstream society. It
helps to find out the social groups that are excluded and displaced from the socio-economic
system of the society. The term ‘subaltern’ is coined by Antonio Gramsci, an Italian Marxist
theorist, in his famous Prison Notebooks. He uses the term in relation to social class and
remarks, “Subaltern classes are subject to the initiatives of the dominant class, even when they

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rebel; they are in a state of anxious defense” (qtd. in Srinivas 1655). Subaltern is also an
umbrella term that attempts to seek the subordinate sections of the society. It also implies that the
subordinate class life is depended on the rules and regulations formulated by the ruling class.
The term indigenous is used to identify a collection of people who share common
ethnicity, culture and tradition. Indigenous people are the original or the ancient settlers of a
particular region. In India, the tribal communities contribute a considerable amount in the total
population. The indigenous groups are in the minority position among the other groups in the
nation. The minority communities are subjugated by the other majority communities. Cao
defines the term minority as:
. . .the term minority is useful to describe populations that are disadvantaged numerically,
socially or politically. The most obvious minorities are tribal, ethnic and religious groups.
Yet, minorities can be created by physical and linguistic isolation, migration, gender
imbalance, political exclusion, limited education, extreme poverty and a lack of civic
rights. Some ethnic minorities are indigenous, others are not. (13)
The minority section has no access to the mainstream society and is suppressed by the power
politics. They are segregated on the basis of ethnicity, religion, language and cultural praxis. The
majority section misuses and executes its power to oppress them.
With the help of post colonialism, the issues of the indigenous people draw the attention
of the world. The colonized nations, after the colonization, begin to suppress the ethnic
communities in the nations. They unleash their superiority over the tribal communities which
have affected the subalterns gravely. The cold war between the majority and the minority is
explicitly seen through the dominance of the majority. The internal colonization has brought out
their livelihood unstable and they become the silent sufferers of the constant affliction. The
violence unleashed on them has made their life a bitter one. The article addresses the socio-
political issues of the Mizo tribal people in Malsawmi Jacob’s Zorami: A Redemption Song
(2015). Malsawmi Jacob is a bilingual poet and writer. Her novel is the first English novel to be
written and published by a Mizo author. Her writings revolve around women issues as they are
the worst sufferers of hegemony and also explore the prevalent cultural ethos of Mizoram. The
novel highlights the volatile politics through the eyes of the central character Zorampari. It
moves between the past and the present to portray the harsh realities encountered in the life of
the Mizo people. The life experience, land and culture of the Mizo people are powerfully
demonstrated in the novel.
Annexation is an incorporation or inclusion of a territory with a nation or state. The
annexation can be done voluntarily or involuntarily by the ruling people. The indigenous
communities possess a unique mode of lifestyle which is contrast to the other dominant sections.
As the praxis varies, they cannot co-exist with the other groups and desire to remain as a separate
kind. The tribal people are feeble and do not have the power over the dominant groups. The
weakness becomes the strength of the ruling class and they want to break the power structure and
force them to come under their regime. Iyer asserts, “. . . .The East India Company now followed

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the policy of subordinate isolation: all native states were made politically subordinate to the
British and accepted the British as the “paramount power” in India. . . .” (696). The ruling class
want to subordinate the meek communities and grab their piece of land into their territory.
Against the will of the indigenous people, the superior class annexes them with the mainland.
The British, being superiors, conquer societies and make them as their subordinates to rule over
them.
The Mizo people are a set of tribal people who live in the territory called, Mizoram.
Earlier, the territory of their dwelling is not called Mizoram but they live in a particular area
which is now in the North East India. The tribal people never ever have an intention to attach
themselves in a region where other classes live. The independency is marred by the British as
they have annexed their region with India against their will. The anguish of the Mizo people is
revealed through Pu Laldenga, the leader of the Mizo National Front. So, they have formed an
organisation to liberate themselves from India. In a meeting, arranged by the organization, the
leader expresses his anguish on how they are incorporated to a great nation. Pu Laldenga
explains, “From time immemorial, our ancestors lived in total independence without any foreign
interference. . . .But during the British rule, they annexed our country and brought it under their
government. That is how our land become part of India after the British left” (60). The British
regime completely ousts out the power structure of the Mizo people by armed forces. The
interference has plucked away the freedom of the community. Moreover, the British bring them
directly under their colonization to execute their wish on the land and the people.
Linguistic imperialism is applied to enforce a new language on a people who have no
relation with it. The dominant group wants to impose their language on the subordinate groups.
Language is a medium to communicate with other person. In order to communicate with a person
who speaks a different language, the other person needs to know the language of that person.
Learning other languages depends upon the choice of a person. No one has the right to force a
person to learn a foreign language but the majority communities demand the minorities to learn
their language. Knowles states, “. . . .Seen in its simplest terms, language imperialism involves
the transfer of a dominant language to other peoples. The transfer is essentially a demonstration
of power—traditionally military power, but also in the modern world economic power. . .” (qtd.
in El-qassaby 62). The tyrants oppress the subordinates to the extremity till the erasure of the
language of the subalterns. Language is also a part of the culture and tradition of a group. The
extinction of a language would definitely cause much damage to the identity of the subaltern
communities.
Mizo language is widely used as a medium for communication among the Mizo tribal
community. Initially, the British government has attached Mizoland as a part of India. After the
independence, the Mizoland is made as a district in the Indian state, Assam. The Assam
government has ruled them with oppressive hands and attempts to impose their language,
Assamese on the Mizo people. The Mizo tribe is aware that the acquirement of Assamese will
eradicate their mother tongue. As the government of Assam compels to learn Assamese, the

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Mizo people have started to protest against the foreign language imposition as, “. . .We do not
want Assamese Language! We do not want goblin scripts! Down with vai rule!. . .” (34). The
Assamese language has no connection with the Mizo language and it is even hard for the tribal
people to learn it because they lack education hitherto. So, the Mizo tribal people oppose the
linguistic imperialism of the tyrant Assam government.
Insouciance attitude denotes the carelessness or heedlessness behaviour of a person or an
organisation. Trials and tribulations are not new to human race as each and every living being in
the world has to confront ordeals in life. The cause of the sufferings may be of different factors
but the pain a person has to endure is same. The indigenous community is one of the worst
sufferers in the history of the world. They face various hardships in life which are mostly of
natural calamity and of tyrants. Their call for help is often ignored and neglected by the
dominant groups. Dutta gives further insight into it as, “. . . indigenous people have been ignored
and indigenous voices have been systematically silenced and erased. . .” (qtd. in Dutta 215).
Even though the dominant groups have attached the tribal zone within its boundary, they display
an indifferent attitude towards their sufferings. The majority communities show no concern for
the subalterns because they never regard the minorities as human beings. They never come to the
aid of the subordinates rather they shut their ears to the cries of the subalterns.
The misfortunes and the mishaps in the lives of the Mizo people are not all given much
significance. The ruling government neglects the existential crisis of the tribal people. They let
them to live in starvation. During a particular season, the bamboos in the Mizoland bloom with
flowers. Mice consume these flowers and reproduce multiple younger ones. The innumerable
mice spoil the farmland of the Mizo people as well as the grains that are stored in the granaries.
Due to this unfortunate situation, the Mizo people run shortage of food and famine begins to
attack them. The Mizo tribal people send an emergency call to the government which holds their
land within its territory but the ruling class is not concerned about their plea. The anguish of the
Mizos is penned down as, “The government is not helping us either. The leaders of Assam know
all about the mautam and famine but they don’t care. We are only a district of Assam and what
do they care about tribal people like us?. . .” (33). The mainland government treats the tribal
communities as stepsons. They are not bothered about the famine that has struck the Mizo tribe.
They neglect and are not ready to recognize the cry of the tribal people.
Impoverished economic condition displays the poor progression of a state or a nation.
The indigenous communities occupy the margins among the mainstream societies. They have no
access to the sophistication or the development that the majority sections experience. The socio-
economic condition of the tribal people stagnates and the growth of this section is in low rate.
Jayakumar and Palaniyammal comment, “Scheduled Tribes (STs) are indigenous, have their own
distinctive culture, are geographically isolated and are low in socio-economic conditions. For
centuries, the tribal groups have remained outside the realm of the general development process
due to their habitation in forests and hilly tracts. . . .” (23). Economic development is the key
factor for the progression of any community. The ruling class never attempts to help the

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subalterns to come up in the society as they know that economic growth can free the
subordinates from the shackles of slavery.
The economic progression of the Mizo people is mauled because of the ruling class. The
government wants them to be in their boundary but not assists them in the welfare of the Mizo
tribal people. Both the national and the state government have not taken any steps for the welfare
of Mizoland. The Mizo tribe lacks proper facilities and they are in utter dismay due to the
negligence of the governments. The standard of living of the Mizo people is also in poor
condition. The emotions of the Mizo tribe is expressed as, “We all know that Mizoram is under-
developed. We have no proper roads. There are no factories here. Our living standard is low. All
these are because we are under the thumb of other people who do not want us to come up. . . .”
(61). The ruling government puts barricades to the growth of the subalterns. The greed to rule
does not allow the dominant sections in the society to assist the minorities in the process of
development.
Refugees are the people who flee from their homeland due to an unfavourable
circumstance in the native land. The subalterns undergo various sufferings in the hands of the
superiors and try to dethrone the oppression of the ruling class. The attempt to deconstruct the
regime of the oppressive class is curbed through armed forces. The daily routine of this
community is ceased abruptly because of the unrest. They are subjected to various inhumane
activities and become the lost tribes. Tribe points out, “. . . . Refugees flee war, internal unrest
and persecution by their own governments because of their ethnic origin or their political,
religious or social activities. . . .” (240). The endless brutality of the government brings chaos in
the lives of the tribal people. The constant unrest in their land drives them to move from their
homes and villages. Due to the brutality of internal conflict, they become desperate refugees in
their own homeland.
The Mizo tribal people become refugees in their homeland because of the oppression of
the superiors. The stepson treatment of the mainland government is not tolerated by some of the
Mizo people. The subaltern Mizos want independence for them in order to free themselves from
the ill-treatment of the tyrants. To make their community free from the clutches of the authority,
they have formed an organisation to fight against the Indian government. As India has powerful
armed forces, it sends the army to the Mizoland to curtail the demand of the Mizo people. They
execute violence upon the incompetent tribal people. The cruelty of the army has turned the
Mizo people as refugees in their native land. The army has set up a camp for the Mizo citizens
and they are ordered, “. . .to move to this new location to become part of a ‘grouping centre’
where three villages were merged into one. . . .” (103) and “. . .the villagers were not allowed to
go outside the boundary without a permit issued by an army authority. . . .” (103). The plight of
the Mizo people become pathetic during the assault of the Indian government. They are kept as
animals in the refugee camps and have to get permission to go outside.
The history of the unheard and the unrecognized cries of the Mizo people are brought to
the limelight in Malsawmi Jacob’s Zorami: A Redemption Song. Mizos have undergone a lot of

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persecutions on the way to free themselves from the clutches of tyranny. The maltreatment of the
centre is likely to wipe the tribe out of the earth. The breakdown of the power structure and the
annexation of the Mizoland with the mainland have paved the way for the uncountable ordeals.
Foreign language is imposed on the subalterns in order to spread the governing language and to
terminate the tribal language. The indifferent government is negligent towards the emergency
call of the Mizo people. The socio-economic condition of the tribe languishes because of the
subordinate position in the mainstream society. The violence unleashed on the Mizos drives them
as refugees and they have abandoned their homes and villages to find shelter in the forests as
well as in the refugee camps.

Works Cited
Primary Source
Jacob, Malsawmi. Zorami: A Redemption Song. Morph Books, 2015.
Secondary Sources
Cao, Huhua. Introduction. Ethnic Minorities and Regional Development in Asia: Reality
and Challenges, edited by Cao, Amsterdam UP, 2009, pp. 13-18.
Dutta, Uttaran. “Adivasi Media in India: Relevance in Representing Marginalized
Voices.” Intercultural Communication Studies, vol. 25, no. 3, 2016, pp. 213-231.
El-qassaby, Huda Kamal. “Linguistic Imperialism and Reshaping the World's New
Identity: A Research Paper in Linguistics.” International Journal of Language
and Linguistics, vol. 3, no. 2, 2015, pp. 61-68.
Iyer, Lakshmi. “Direct Versus Indirect Colonial Rule in India: Long-Term
Consequences.” The Review of Economics and Statistics, vol. 92, no. 4, Nov.
2010, pp. 693-713.
Jayakumar, A. and P. Palaniyammal. “Socio-Economic Status of Scheduled Tribes in
Kalrayan Hills.” International Journal of Research – GRANTHAALAYAH, vol. 4,
no. 3, Mar. 2016, pp. 22-30.
Srinivas, Nidhi. “Could a Subaltern Manage? Identity Work and Habitus in a Colonial
Workplace.” Organization Studies, vol. 34, no. 11, 2014, pp. 1655-1674.
Tribe, Rachel. “Mental Health of Refugees and Asylum-seekers.” Advances in
Psychiatric Treatment, vol. 8, 2002, pp. 240-248.

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Dilemmas in a Borderless World: Transnationalist Discourses in Chimamanda Ngozi

Adichie’s Americanah

INDU BALACHANDRAN
Assistant Professor in English
Sree Narayana College, Cherthala
Abstract

Globalisation and transnationalism have challenged the limits of postcolonial narratives. It has
supplied writers with new themes and experiences. Chimamanda Ngozi Adichie is often
considered to be one among the third generation Nigerian writers concerned with nomadism,
exile, displacement and deracination more than with political and colonial struggle. In her novel
Americanah, she examines a key feature of transnationalism, the process of relocation. The novel
tells the story of Ifemelu and Obinze . Ifemelu departs for America to study while Obinze fails
to gain entry. Both of them return home to Nigeria ultimately. The writer also focuses on
Afropolitanism which is yet another product of transnational network, which often suggest a
radical break with traditional narratives of anticolonialism. This paper intends to study how
transnationalism is braided together with afropolitanism and migration in the novel.
Keywords: Transnationalism, Relocation, return migration, Afropolitanism.

Dilemmas in a Borderless World :Transnationalist Discourses in Chimamanda Ngozi

Adichie’s Americanah

Globalization and the vast transnational changes have emphasized the transitory nature of
belongingness. The rootless and the displaced have replaced the fixed subject of specific national
and cultural spaces. The movement of culture across the borders of nation states is a significant
aspect of transnationalism. According to Vertovec, “The concept of trans-nationalism refers to
multiple ties and interactions linking people and institutions across the borders of nation-states”.
In fact transnationalism has created a group of privileged cosmopolitans, who are able to
celebrate the hybridity and cultural position even after relocation and the underprivileged ones
whose hybrid status is marked by economic uncertainty and fear of violence.
Post-colonial African writers of the modern age have often portrayed relocations of the
privileged and the less privileged within the context of transnational
changes.ChimamandaNgoziAdichie is often considered to be one among the third generation
Nigerian writers concerned with nomadism, exile, displacement and deracination more than with
political and colonial struggle. In her novel Americanah, she examines a key feature of
transnationalism, the process of relocation. The novel tells the story of Ifemelu and Obinze, who
are from Nigeria. Ifemelu departs for America to study while Obinze fails to gain entry to
America. He later travels to U.K. Both of them return home to Nigeria ultimately. These two
characters lead multisided lives, being connected to several places – a situation which is often
associated with transnational lives. The writer also focuses on Afropolitanism which is yet
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another product of transnational network, which often suggest a radical break with traditional
narratives of anticolonialism. This paper intends to study how transnationalism is braided
together with afropolitanism and migration in the novel.
The novel gives a vivid account of the cultural transaction that is taking place in the
modern world and how it influences the life of educated and well-to-do youngsters in Nigeria. To
them, America is their dream land, the land where they aspire to live in. They take pride in the
fact that they have been abroad and hope that they will find a future in the developed world. An
American passport is said to be the coolest thing around and they are familiar with American
popular culture. Obinze, Ifemelu’s friend and lover, for example, is totally at home with people
who have been abroad. As Adichie writes, “He was fluent in the knowledge of foreign things,
especially of American things” (67). The best compliment he can give to his girlfriend is that she
looked like a black American. Manhattan is his point of reference in all matters. And it is Obinze
who later makes Ifemelu dream of a future in America. The fact that Obinze knows about Lisa
Bonet leaving The Cosby Show and doingAngel Heart, about Will Smith’s huge debts; all
suggests the movement of culture across the national borders. Thus nation and national culture
cease to exist as the sole point of reference to one’s activities and identity.
Obinze and his friends here represent another face of Afropolitanism featuring young
urban and culture savvy Africans, for whom transnationalism is a way of life.Afropolitan, in
Mbembe’s intention, is a way of being ‘African’ open to difference and conceived as
transcending race. According toGikandi: “Afropolitan is to be connected to knowable African
communities, nations, and traditions; but it is also to live a life divided across cultures, languages
and states.It is to embrace and celebrate a state of cultural hybridity – to be of Africa and of other
worlds at the same time” (9). Thus the postcolonial afro centric hatred for foreign culture is
challenged by Afropolitan culture which is in tandem with the spirit of transnationalism.
Apart from Afropolitanism, Adichie focuses on another major aspect of transnationalism,
which is relocation.According to UNESCO:
Trans-national communities do not necessarily refer only to migrants, since cross-border
groups with common cultural, sporting, political or other interests might also consider
themselves a community. However, in practical terms, groups arising from migrations are
the most significant type, and most research on trans-national communities refers to
these.
In Adichie’s novel, migration is connected with Afropolitanism. According to Serena
Guarracino, “The language of Afropolitanism celebrates movement and syncretism, and aims at
complicating African identities as featured in global media by focusing on migrant subjects”.
This is very much evident in the case of Obinze who grew up feasting upon the American
culture. His relationship with the West is often characterized by a mixture acceptance, rejection
and reacceptance.
Adichie describes the dilemmas associated with transnational migration. The new age
Nigerian does have a clear idea regarding the life in America and considers America as their

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dream home, thanks to globalization and the resultant flow of investment, people, information
and goods. As in the case of many chain migrations, Ifemelu is helped by her aunt who serves as
her transnational network to become a transnational herself. She is schooled by her friend
Ginika, who migrated to America much earlier, about what to expect, what to say, and what not
to say in America. Yet her various experiences in America prods her awake to her longingness
for Nigeria.
Many theoreticians consider constant connection and exchange between two locations as
a mojor aspect of transnationalism. Ifemelu’s initial days in America are marked by phone calls
and emails to her parents, Obinze and her Nigerian friends. To her family, her relocation is a
source of personal satisfaction. Obinze on the other hand guides her to embrace America and its
ways, thus iniating another mode of transnational cultural exchange. She longs to understand
America and reads books to enrich herself about American culture. She finds her race and
African identity a major obstacle in her attempts to adapt to the American culture. She adopts a
fake American accent so that people will speak to her in a normal manner rather than in the slow
speech reserved for the foreigners. She undergoes chemical treatment to relax her hair.
Many migrants engage in social or political activism inorder to propagate a better
understanding of their ideas or merely to circulate their views on their own hyphenated identities.
Ifemelu takes to blogging to assert her African identity. She distinguishes herself from the
African Americans as Non-American Black. She finds solace in the African Students
Association, despite the members themselves mocking Africa because she knew that “it was a
mockery born of longing and a heart broken desire to see a place made whole again” (139).
Ifemelu’s sense of belongingness springs out of the knowledge that she is among kindred souls
who know the travails of relocation. Yet she is often rejected by the mainstream society as in the
case of the salon worker who refused to wax her eyebrows as they “don’t do curly” (292).
She is often struck by the slim figure of whites and the fat bodies of black people. But she
banishes the word fat from her vocabulary in order to fit into the sophisticated and civilized
American life. She uses the words like big boned and curvy to refer to the fat people around her.
This adjustment in her vocabulary symbolizes a transnational individual’s attempt to transform
herself to adapt to the conditions of hernew home. But thirteen years after she arrives in
America, Ifemelu herself finds being referred to as fat woman by a white man, thus signifying
the invisible and invincible distance that still exists between a migrant and her new home.
In fact this experience functions as a wakeup call for Ifemulu as she discovers within
herself, a longing for Nigeria, that she had been ignoring for years in her struggle for adaptation.
She realizes that “there was cement in her soul. It had been there for a while, an early morning
disease of fatigue, a bleakness and borderlessness. It brought with it amorphous longings,
shapeless desires, brief imaginary glints of other lives she could be living, that over the months
melded into a piercing homesickness” (Americanah8). She longs to be Nigeria where she need
not be in the lookout for any kind of racist actions.

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She envies the other Nigerians who have returned home and realizes that “Nigeria
became where she was supposed to be, the only place she could sink her roots in without the
constant urge to tug them out and shake off the soil” (8). She had long ago stopped faking an
American accent and relaxing her hair. InfactIfemelu’s decision to start braiding her hair again
emphasizes her connection with the home culture. She therefore decides to return to Nigeria,
relinquishing the material comfort that America offered her and embracing her Nigerian identity.
She thus becomes an Americanah. Thus the author points out that even a transnational individual
with a global outlook and liberal view point will experience a sense of homelessness in his/her
adopted country and yearn for a physical connection with his/ her homeland.
Adichie in her saga of transnationalism, describes an America which is a blend of people
from different nations. Ginika, ifemelu’s friend hangs out with a group comprising of a Japanese
American, a Chinese American and an Indian American, The Indian American boy wears a T
Shirt that proudly proclaims “I am Indian, not Indian American” (124) thus rejecting a hybrid
identity and keeping close his ethnic identity. But all of them speaks and laughs in the same
manner, choreographed in the same cultural cues, devoid of any kind of individuality. Here
multiculturalism is reduced to a mere superficial element found only in one’s physical features.
It leads the reader to wonder whether these diasporic identities may develop transnational ties
with their homeland at all.
This is further highlighted in the case of aunty Uju. Ifemulu’s aunty Uju pronounces her
name in a different manner on reaching America. She doesn’t want Ifemelu to speak Igbo to her
son as she thinks it will confuse him. When Ifemelu reminds her that they spoke two languages
in Nigeria, Aunty Uju retorts that this’s America and it’s different. Aunty Uju’s son declares that
he hates Nigeria. Aunty Uju’s lover Bartholomew imitates all things American and becomes
Nigerian only when it suits his chauvinistic views. At the same time the novel also throws light
on the ladies of hair braiding salon who makes a living by doing the African art of hair braiding,
thus making transnationalism a story of the common, under educated and under privileged
people. For these people, transnationalism is more or less associated with the economic
prosperity that it may offer.
The novel paints a different picture of transnational movement as it narrates the story of
Obinze. Obinze is obsessed with America but fails to gain entry to America because of the
terrorism threats going around and the resultant xenophobia. He later manages to reach Britain
but without a proper work permit. He finds that his acquaintances in Britain have all adopted the
British cultural codes. In order to survive, he works illegally and even agrees to a sham marriage.
He also understands that his affluent hosts would never understand the real reason for his
migration: choicelessness. According to him:
They would not understand why people liked him, who were raised well –fed and
watered but mired in dissatisfaction, conditioned from birth to look towards somewhere
else, were now resolves to do dangerous things, illegal things, so as to leave, none of

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them starving, or raped, or from burned villlages, but merely hungry for choice and
certainty. (276)
Migration studies have traditionally identified lack of economic opportunity and escape
from natural disasters or persecution as the two main reasons behind migration (Dustmann and
Weiss 238). However Adichie have challenged this theory by putting forward another reason- the
need to flee choicelessness. She weaves in different subjects like race, identity crisis and
romance to define the experience of such a migration. In Americanah, everyone has an American
dream, the only escape from the country’s inherent problems. Going to America is considered as
an escape route and everyone hankers after it. It is this desire of the privileged class which is
shown through the title of the novel itself. The title refers to those Nigerians who move to
America and later returns to Nigeria. They take back an array of affectations and snobberies
about Nigeria and its differences with West. They later realize that relocation is just a passing
phase and wouldn’t solve all their problems.
The novel then moves on to describe yet another product of transnationalism- return
migration. Obinze is later deported from Britain on the expiry of his visa. Although Obinze
doesn’t want to return, he eventually gives in to preserve his dignity. As his lawyer ticks on the
form that states his client’s willingness to be removed, Obinze feels that he was always an
inanimate thing to be removed. Thus he feels the full force of rejection and starts his return
journey to Nigeria. Theoreticians have often categorized return migration into two types –
voluntary return migration and forced return migration. While Ifemelu’s return migration is
voluntary, Obinze’s return is more or less forced. However both these relocations tell the story of
the privileged cosmopolitans who finds their relocation a shock when they are confronted by the
differences in culture and values and also by the fact that in the West, class, status and class are
inextricably linked to each other.
Adichie also focuses on the challenges of return migration faced by the returnees. Obinze
comes home as a failed migrant and the whole concept of home is problematised as he doesn’t
feel at home. Ifemelu’s return though planned is equally crisis ridden. Nigeria doesn’t feel like
home. Her years in America have transformed her into an Americanah and home becomes a site
of struggle. Thus return migrants are also forced to readapt to their home, albeit new home.
Transnationalism has redefined notions of belonging through these shifting localities and the
cultures that accompany them. Both Ifemelu and Obinze reintegrate with their home and both
realize that migration is not a solution to choicelessness. The novel questions this reintegration as
both these characters still equate their success with their ability to return to America if the need
arises. Obinze has amassed enough wealth which would gain him American visa and Ifemelu is
an American citizen. It is the safety provided by her American citizenship that ultimately makes
her relish her Nigerian identity.
Thus the novel attempts to point out the opportunities and challenges of transnationalism.
It asserts that even in the age of transnationalism and cosmopolitan culture, where there are
constant exchanges and connections, relocation often creates an identity crisis within the migrant

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as a result of which the migrant may relinquish the adopted or home culture. Or he/she may
move on with a hybrid identity which can cause a conflict of loyalties within them. As depicted
in the novel, it can also create a new set of people who are very attached to their native heritage
as well as their diasporic status.
Works Cited
Adichie, ChimamandaNgozi. Americanah. London: Fourth Estate, 2013. Print.
Dustmann, Christian and Yoram Weiss. “Return Migration: Theory andEmpirical Evidence
from the UK” British Journal of Industrial Relations45.2 (2007): 236–256.Web. 12 Mar.
2019.
Mbembe, Achille. “What is Postcolonial Thinking? Interview with AchilleMbembe”.
Eurozine, 2008.Web. 3 Mar. 2019.
Gikandi, Simon, “Preface”. Negotiating Afropolitanism: Essays onBorders and Spaces in
Contemporary African Literature and Folklore, Ed. Jennifer Wawrizinek and J.K.S.
Makokha, NewYork: Rodopi, 2011: 9-12.
Guarracino, Serena. “Writing «so raw and true»: Blogging in ChimamandaNgozi
Adichie’sAmericanah*”.Between, vol. IV, n. 8. (2014). 1-26. Pdf. Web. 8 Mar. 2019.
Vertovec, S. “Conceiving and researching transnationalism.”Ethnic and Racial Studies.
22.2 (1999): 445-62.Pdf. Web. 12 Mar. 2019.
“Trans-nationalism”.Social and Human Sciences.UNESCO.Web. 12 Mar. 2019.

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Power, Resistance and Agency in Ambivalent Space of Gender Subversion in so

Good in Black

MERCY THOMAS
Asst. Professor in English
Don Bosco College of Arts and Sciences,
Angadikadavu, Kannur – Dt., Kerala – 670 706

ABSTRACT

Sunetra Gupta’s novel So Good in Black is a story of power, resistance and

agency.Indian women are empowered by education, and have been transformed into
persons of compassion and social concern for the less fortunate, the marginalized
children and women on the periphery. One of Sunetra Gupta’s characters,Damini, a
bold, courageous, and most fearless investigative journalist, sets up a shelter home
for the battered Tibetan women. Byron Mallick, a charismatic, Bengali businessman
is accused of supplying adulterated milk to her orphanage. Damini was killed soon
after this incident. Mallick’s friends suspected him and he seemed to have
eliminated her in order to prevent the news being spread. He also said, that he was
pleading with her not to damage his reputation. Max Gate was also a friend of
Damini and he also betrayed her when he used the secret information of her
investigation in his book. He has arrived to participate in the funeral of Damini and
to resolve the crisis, but finds himself revising his moral dislocations, his notions of
morality, loyalty, and love visible in his relationship with Mallick’s god daughter
Ela, a married woman with a child.The exposure of the hidden corners of their
relationshipreveals how they deceive themselves and deprive themselves of the
qualities of life.
KEY WORDS:Agency -Empowered- Postmodernism - Hegemonic masculinity-
Paternalistic domination - Subordination- Gender subversion - Power relations -
Toxic masculinity - Stereotyped qualities -Resistance - Psychic alienation - Gaze -
Ambivalent sexism - Performativity.
Byron Mallick a charismatic and renowned business man of international
status shifts away from customs and traditions in transacting business at national and
international level, compromising and being challenged by courageous empowered,
educated women for the conduct of demoralizing business.Media at global and local
level influences educated women from affluent families to take up profession so far
dominated by men and their involvement in humanitarian services for the
downtrodden women and children risking their own lives; how women are
challenged by the masculine men to accept and love them breaking the patriarchal
norms and by living a life of adultery bringing the personal into political.
Empowered by education and Marxist spirit women like Damini are transformed
into courageous, fearless and daring individuals to challenge the corrupt ways of the
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business groups, their attitude towards human rights, and paternal dominance, using
their own agency. Fascinated by Max Gate the empowered Barbara and Ela are
disempowered through stereotyping, betrayal, sexism, and oppression and Barbara
transcended the situation by walking out of Gate’s life and marrying a man of her
choice, while Ela through her vulnerability became a victim, unable to disengage
herself from the masculine control of Gate assuming the position of a subaltern. At
the same time, she asserts herself with an emphatic ‘No’ to the request of Gate to go
with him as his wife.
Image making blinded Mallick to the ethics of business transaction. For a
limited gain he supplied adulterated milk to the orphanage of Damini. She
interrogated him on this substandard act, but he refused to hearken to the warningsof
Damini, who acted as a conscience for him because he considered her as a woman
unequal and unworthy of his respect and response. Mallick also exercised his
masculine arrogancewhen Damini the friend of Ela asked him for some explanation
in Co-ordinate Geometry. Heseemed to have believed that he is a walking
encyclopedia with all the knowledge at his fingertips, that he is always right, and
have all the right answers to every problem and no one should question his
knowledge as he believed that knowledge is power. Mallick never had a woman
question his intelligence before, and realized with some disappointment . . . “more
intolerable than being challenged by a man”(Gupta 82). Stuart Sim says,Lyotard is
critical of grand narratives, theories that claim to be able to explain everything and
to resist any attempt to change their form or narratives (8).The belief and the mental
picture Mallick had about his perfect knowledge and his pretention to have answers
to all problems failed him. In front of Damini and Ela he was defeated and he felt
miserable because the girls whom he considered as inferior has challenged his
knowledge. He felt humiliated by Damini a young college girl.He lacked the
humility to accept that he was not a reservoir of knowledge and acknowledged to the
girls that he is not good at Coordinate Geometry.He failed to accept the difference,
and diverse way of approaching the problem.
Seeking after success, power, and power relationsMallick failed to value the
girls, and his behavior can be described as a paternalistic dominance.For Kamla
Bhasin,it is a relationship in which one voluntarily accepts a subordinate status in
exchange for protection and privilege (Understanding Gender 48). He had been
exercising paternalistic dominance over his god child Ela and she is placed in a
subordinate position. According to Advanced Learners Dictionary, subordination
means having less power or authority than somebody else in a group or an
organization.The feeling of powerlessness, discrimination, and experience of limited
self-esteem and self-confidence contributes to the subordination of women. Women
have no access to resources, or decision - making processes.Subordination takes
various forms such as discrimination, disregard, insult, control, exploitation,
oppression, violence in the family, at the place of work, in society. Preference for
the son in the family and discrimination against girls, burdening them with
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household work, lack of educational opportunities, freedom and mobility, wife

battering, male control over women and girls, sexual harassment at workplace, lack
of property rights for women, male control over women’s bodies and sexuality,
control over fertility and so on contributes towards women’s subordination.
Mallick found Ela his god child subtly changed after her summer vacation
with her cousin. She did not respect his words and questioned his every
motive.There was a crisis of confidence between them and he was challenged by her
on his attitude towards human rights. The situation was very tedious and distressing
for him and it was difficult for Mallick to accommodate Damini as she appeared to
be a threat to his ideologies. Her orphanage was only an object of pity, charity,
welfare, and was just dispensable for him. Daminidid not care for his remarks and
attitude for she was an empowered woman. The more he considered her inferior, the
more she felt empowered and challenged in defiance of Mallick’s attempts to
suppress her.
Under patriarchal norms, diverse thinking was not encouraged and they were
controlled without being controlled under his paternalistic domination. Damini’s
influence on Ela was not keeping with patriarchal ways. Though Mallick was
generous with Ela, his education did not refine him and make him a broad-minded
person, he did not succeed to expose her to the reality of life and develop her critical
thinking. She was over protected and was hindered from thinking for herself as he
was rather possessive of Ela. When her attention was directed towards Damini,
Mallick was left ignored and his selfish love could not accept such kind of change.
Patriarchy creates obstacles for women to advance.
Postmodernism, political awareness and the Marxist temper enabled women
to feel part of the political system. For Ela it was moving away from a patronizing
atmosphere in Mallick’s house to another space where she could find her identity
and individuality. He noticed in them both, tendencies of staunch Marxists which
was the political temper of the time. He was suspicious about Damini’s negative
influence on her and even detested Damini’s presence in his house. After a heated
discussion on protectionism between the three, Ela rushed out to the boarding house
without even saying good bye to Mallick. Mary Evans quotes Baumann’s,that the
modern world in which we live is one whose very value leads us not to
understanding and toleration, but to authoritarianism and the systematic elimination
of difference (72). He failed to realize that teens do not like to be controlled and will
resist any act of control which curtails their freedom. They search for a sense of self,
seeking friends who are supportive, authentic, accessible, and who will empower
them. Damini and Ela could not find Mallick sincere, coherent, and authentic
according to their perceptions. Patriarchy finds various expressions to exercise their
authority and Mallick has been playing the role of a protector.
The conflict between Mallick and Damini arose because Mallick wanted to
control through authority and Damini wanted to be controlled on the bases of
equalitytempered with compassion, solidarity, and healing. Damini believed in co-
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existence, tolerance and interdependence whereas Mallick depended on power and

violence. Michael Ryan, J says,“when women participate widely in politics and
economy, women get considerable public recognition as high achievers and
celebrities, women become educated and their social positions, circumstances and
status are better than they used to be, then one can confidently say that there is no
gender inequality” (141). Mallick did not appreciate Damini’s involvement in social
service. He focused more on profit than the welfare of the poor. Mallick could not
see Damini as an equal. Masculinity always hinder women from progressing and
stands as a barrier to their development.
Damini was psychologically a free person and her behavior was autonomous,
she was alert to the injustice done to her project and instead of reacting violently she
chose toconfront him on his behavior. Her approach indicates that she is self-
disciplined, self-sufficient and self-contained and above all an empowered person.
Her power was in her inner strength, strong will, and capability, and not in wealth or
influence. She destabilizes capitalistic tendencies, demystifies material success as
the ultimate goal of all men and women. Modernism glorified the rise of capitalism;
postmodernism undermines the power of capitalism and celebrates individual
freedom on mobility.Damini reprioritizes the goals of the society, social welfare
takes precedence over material success.
Justifying one’s wrong doing is as old as civilization itself. “These were
added free,” says Byron Mallick (Gupta 4). Mallick is not guilty of supplying
adulterated milk to the shelter home of Damini but he tries to silence his conscience
and justify himself to his friend Gate by stating that he had given it free. Mallick was
a friend of Damini, yet when she confronted him on his evil act of mixing chalk
powder with milk, the patriarchal attitude and behavior of Mallick was unmasked.
Damini’s conscience driven warning was ignored byhim. He was not willing to
accept his transgressions and according to him a little chalk in milk will not kill. He
feared that his popularity and name would be damaged. He was a brilliant man and
yet his education and qualification has not refined him; he found himself terrified
and helpless in front of the fearless journalist Damini. She also acted as a conscience
for him and being a journalist, she was committed to communicating the truth and
only the truth.She was a catalyst for Mallick to reflect on his own life and unlock
some of his dying convictions.
Mallick feared that she would expose his cheating ways to the world and the
reputation he built up all through his life, would be completely ruined. He pleaded
with her, “to let an old man hang on to his reputation” (Gupta 5).He was afraid to
lose his friends, popularity, the respect he enjoyed, the friendship he valued,
everything would be vanished. When he realized that she was determined to bring
out the truth,it is suspected that he planned to eliminate her from this world.Carrel,
Michael R, et al. states that,patriarchal men are always afraid of losing power, status,
or influence during change (501). Power appear in different forms such as threat,
persuasion, reinforcements, control, andelimination. Mallick had recourse to the
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latter mode of elimination in order to solve his problem.Through his actions and
behavior,he reflectedhisdistorted values, satisfaction, and dissatisfaction, happiness
and unhappiness.Puffed up by his ego he was unable to distinguish between right
and wrong under the given circumstances and his decisions were not based on his
moral judgment. Professional business men normally adhere to moral standards in
organizing, promoting, and developing their products.
Damini as an outstanding journalist did not, could not, and would not
compromise with her ethical principles and did not escape from her moral
responsibility by remaining silent. She spoke up on behalf of her people owning
them as her own.Morally, and psychologicallyempoweredDamini did not hesitate to
make Mallick understand that the marginalized and those on the periphery have a
right to be treated with dignity, decency, and respect.Yasmin Davidds says, “if you
are not standing in your truth, if you don’t speak up when you know you should, if
you agree with people you know are wrong, you are giving your power away. If you
stay silent when you know you should speak up, if you allow negative influences to
invade your mind and sap your energy, you are giving your power away” (1).
Mallickwas so blinded by self-importance that he failed to see the needs of other
people.Lawrence E. Cahoone refers toLyotard’s opinion that “the decision makers, .
. . allocate our lives for the growth of power (483). The lives of the poor women and
children of Damini’s orphanage are appropriated to enhance his power, efficiency
and effectiveness,denying social justice to the marginalized group. He misused his
freedom and refused to identify himself with the people of the periphery and could
transcend the fear of failureto reach the pinnacle of success.
Describing patriarchy, Anne Cranny Francis et al. says, patriarchy as a social
system in which maleness and masculinity confer a privileged position of power and
authority where man is the self to which woman is the other (14). It is also known by
the name hegemony or hegemonic masculinity. Everything indicates, the domination
of men over women in the cultural, sexual, and economic field by suppression,
sexual abuse, betrayal and unequal treatment, upholding their
superiority.KamlaBhasin quotes Raewyn Connell’s ground-breaking text, Connell’s
Concept of Hegemonic masculinity that, “hegemonic form of masculinity in the new
world order, is the gender practice of the business executives . . . the political
executives, and military leaderships who interact. . . in transnational business, . .
.marked by increasing egocentrism, conditional loyalties, . . . image making”
(Exploring Masculinity44).
According to Connell andMesserschmidt, hegemonic masculinity was a most
honored way of being a man and ideologically legitimated the global subordination
of women to men (832).Demetrious a critique of the concept of hegemonic
masculinity identifies two forms of hegemonic masculinity, internal and external.
External hegemonic masculinity refers to the institutionalization of men’s
dominance over women; internal refers to the social ascendency of one group of
men over all other men (844).Mallickwas also exercising his hegemonic
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masculinityand power over Damini’s shelter home but it did not produce the desired
result as it bounced back on him.He did not realize that when power is imposed on
the powerless, they will certainly resist.Kamla Bhasin inExploring Masculinity
says,“Power, control over others, and leadership are considered universally, as
markers of masculinity” (9).He was only an instrument of power and not the center
of its application. He was too conscious of the power he wielded and was blind to
the other noble aspects of Damini’s charitable works. Her presence questioned his
moral center ethics, noble act of doing charity, all that he projected in the society.
His power politics was aggressive and male centered and he used a hard and violent
method to cause her death.
JulianWolfrey quotesAnne CrannyFrancis, et al.’s,male hegemony or hegemonic
masculinity as the widespread domination of men in the social, economic and
cultural spheres(16). Hegemony emerges from the writings of Antonio Gramsciand
refers to the cultural, political and intellectual processes related to dominant
economic practices and activity within a given society by which domination of one
class is achieved over another or others, achieved through non-coercive
means.(259).Gramsci focusses on creating hegemony of a fundamental social group
over a subordinate group. A new order is founded through the consciousness of a
social group from subordination to subaltern status to a hegemonic status. By
breaking the traditional communal ties, a transition is achieved to the modern world.
Like the Dominant group of Gramsci’s time,Mallick hada circle of friends of
his status and caliber around him. He entertained them and maintained his position,
status and influence. His charismatic ways attracted many from all spheres,and had a
group to dominate.Mallick had combined charity with arrogance and pride for the
sake of popularity. Though he seems to have realized that his actions can lead to
serious danger he said, “these children are already on the brink of starvation-what
harm can a little bit of chalk do them?” (Gupta 5). There is enough evidence of
adulteration, corruption, and discrimination of gender. Still, his
aggressive,authoritativeself,justifies his wrong action forgetting that his action is
socially damaging, insulting to human dignity, and is seen as a populist
measure,dishonest and unworthy behavior.
Fredric Jameson has treated Postmodern as symptomatic of the capitalist
system at a particular phase in its development (165). If postmodernism is accurately
described as a certain mood then it is one characterized by ambivalence and
uncertainty. It has been characterized by dissent and disillusionment in equal
measure and seems to revert to an attitude of an awkward and petulant teenager
wavering between anger and revolt on the one hand and sullen reproach and refusal
on the other (161).Generally speaking, this type of characters like Mallick are
maladies of an emerging society caught between modernity and post modernity,
nationalization and globalization and become part of change yet not getting touch
with the root. Mallick is a typical example of a corrupt patriarch.When prosperity
comes to a good man from a good family upbringing, it is like a village tank being
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filled with water, it helps everyone” (Kural, verses 215/951/952). Under the impact
of postmodernism Mallick’s services did not enhance the lives of poor people.
Mallick seems to have lacked moral discipline and self-control. He chose not
only what is right but also what is incorrect. “We live by a sort of ethical
imperialism these days, trying to tailor our rules” (Gupta 5).Ethical imperialism is
the term used to describe a situation where a code of ethical behavior or attitude is
imposed on another community or society. Charged with hierarchical attitudehe
refused to develop his good qualities, acknowledge and appreciate the growth of
Damini’s project,instead he exercised power relations.Sergiu Balan quotes Michel
Foucault’snotion on power. Power is coextensive with resistance; productive,
producing positive effects.Power is not always repressive it takes different
forms.This type of power may put pressure on Damini, shape her behavior, at the
same time leave her with freedom.Relationship between the two become imbalanced
so that he can act on her and the other is acted upon.
He feared the bold, independent and confident Damini whomanifested the
spirit of postmodernism, blended with Marxist spirit. The loss of his reputation was
challenging and he rushed through his decision and ended with a more serious
problem, exhausting his wealth and reputation. Corruption is like a disease immune
to any type of treatment. Even Mallick’seducation has not brought any
transformation in him.Educated criminals and educated unemployed arespotted
everywhere. Education, wealth, and political power contribute towards the increase
of corruption and crime in the society.Kautaliya (6000AD) argued that as it was not
easy to distinguish whether a fish was drinking water or breathing simply through its
gills, similarly it was not possible to lay hand at corrupt hand (Krishna).
Mallick viewed the supply of the adulterated milk as very insignificant.
Hence, he refused to hearken to the warnings of Damini who acted as a conscience
for him.With difficulty he admits to Piers, “No chalk this time, this is for export”
(Gupta 117). Mallick refused to speak out the truth, but his prospective complicity in
Damini's death slowly comes to light and close relationship between hisfriends got
dimmed. The dialogues he had with them were moments to evaluate his own life.
The true color of Mallick is revealed at the time of his adversity. Even though he had
ample time to reconcile with the people he refused to transcend the situation. His
inflated ego went on growing and dragging him into misery, disgrace, and finally
death.
Criminality and masculinity are connected, criminals demonstrate
aggressiveness as proof of achievement. Mallick had all these symptoms. To
challenge masculinity is to challenge all hierarchical power relations and
systems.Antony Robbins mentions John Wooden’swords, be more concerned with
your character than your reputation; your character is what you really are, while
your reputation is merely what others think you are (350). Mallick exhibited all the
traces of toxic masculinity with all its characteristicssuch as domination, devaluation

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of women, and violence were visible in his actions bringing misfortune upon
himself.
One of Calcutta’s most outstanding and promising investigative journalist,
Damini gave up her exciting career and set up a shelter for Tibetan women refugees.
Lowney Chrisquotes the words of Pope Francis, “Authentic power is service” (68).
Damini realized the power of service and ventured into her new mission of taking
care of the Tibetan women and children. One of her benefactors was Mallick. His
hidden agenda came to light with the discovery of the adulterated milk supplied to
the orphanage.Damini was driven by her passion for service and committed to the
needs of the poor people, while Mallick busied himself gathering friends of high
caliber and international fame. Damini’s service to her group cost her personal
comfort, sleepless nights, pleasure trips, family life, and everything that a woman
can dream of. She walked the talk and talked the walk and walked the walk setting a
model to the families, neighborhood, and the business society from whom she
received help. The educated women in India with better opportunities find
themselves in a constant tussle with the oppressive weight of men like Mallick. The
rigid customs and rituals and the dominance of men in the family and society
continues to subjugate them and their views are simply ignored.
Daminieven as a college girl has been socialized to talk over and even
compromise with a problem. The survival and happiness of the humanity depends on
human qualities. Men and women like Mahatma Gandhi, Abdul Kalam, Mother
Teresa and others have used these qualities and has left lasting impressions on
society and they are remembered fondly today. Pandit Jawaharlal Nehru, the first
Prime Minister of independent India had said. “You can tell the condition of a nation
by looking at the status of its women. Mallick did not realize that women can
influence the society, affect matters of their lives, the families, and the communities
connected to them.
Problems arise when stereotyped qualities are imposed on women.
According to Anne Cranny Francis et al., stereotype function by simplifying, by
reducing classes of people toa few characteristics by which they are generally said to
be identifiable (140). A stereotype is a political practice that divides the world into
like and unlike, self and other. Stuart Hall calls this a ‘strategy of splitting’(1996a,
258) . . .it divides the normal from the abnormal, the acceptable from the
unacceptable (141). Mallick viewed Damini as a stereotype and excluded her from
his circle of friends. Damini liberates herself from the fixed and distorted
generalization of stereotypes and reinforces her own superiority challenging the
patriarchal control. She was a zealot journalist, courageous in speaking out the truth
and was also a friend of Mallick. He betrayed her by supplying adulterated milk,
thereby earning her displeasure. “Trust is like a glue for cementing relationships”
(Sage 31). Though Damini trusted him, he did not reciprocate it and Mallick’s
betrayal is a clear indication of his mistrust. It seemed that he did not want to see
flourishing women like Damini as intelligent, compassionate, productive,
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competent, truthful, and capable of transforming the society. In the first volume of
History of SexualityMichel Foucault says that, “where there is power there is
resistance” (95). The power relations between Mallick and Damini should be
productive and not a master-slave or oppressor-victim relationship. Resistance is
inscribed in her, as an irreducible opposite, which she would express at an
appropriate time.
Damini followed the type of journalism that uncovers what others don’t want
to uncover, or which may not get covered in the everyday news. Damini’s aim as a
journalist was to evaluate the consequence of certain events or actions and bring
about a transformation. Investigative journalism is not a leak journalism and Max
Gate released his book with sensitive information collected by her without
consulting. He pillaged those extraordinary truth filled moments, exploited the
dispossessed poor people who were the subjects of her own tireless investigations
and reporting. It was a violation of the profession of Damini and a betrayal. The
book was censored and he lost his friendship with Damini. BhasinKamla says, as we
cannot live in this world without the full range of masculine and feminine energies,
each sex has been helplessly dependent on the other half for its survival. From this
perspective, each person is only half aperson, dependent on its other half for its very
existence (Exploring Masculinity14).
Gate and Barbara’s married life was short lived with Gate’s entry into Ela’s
life. Gate was insensitive to Barbara’s needs and emotions, neglecting her, and
focusing on Ela. She was not given a legitimate space in his heart and had no time to
listen to her and express his care and concern as his mind was occupied with Ela and
Barbara receded into the background.The noble Barbara just left him with a painful
heart. Many marriages break down because of the adulterous life of men and
women.Barbara refused to be a victim, like an empowered woman she helped
herself to come out of her traumatic experience and the ruined married life by
visiting her friends in Kenya. When women are left alone, without depending on
anyone they will manage their life extremely well. This opportunity made her more
confident, matured, and empowered and she surprised everyone with her capacity
for building a new life. When Barbara was denied her role as a wife and the space in
his life,she carried herself through the available boundaries with dignity and grace
defeating patriarchal Gate who dominated and suppressed her psychologically, and
emotionally as Fanon would say, “‘psychic alienation’ the estrangement or
separating of a person from some of the essential attributes of
personhood.”(Bartky7).
Ela was introduced to Gate by Mallick, her local guardian. Gate had been
transformed by Ela, and“the struggle to escape had already begun” (Gupta 46).His
eye contact with Ela seem to have conveyed intimacy and power which captivated
Ela. For Jeremy Bentham the English philosopher and Foucault, the gaze is a means
of control. The owner of the gaze decides and controls because his gaze has power.
Vitoria PruinDeFrancisco, and Catherine Helen Palezewskisays,“Objectification
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theory suggests that when a person is a frequent receiver of a gaze that sees one
solely as a sex object that exists for the pleasure of the viewer rather than as a whole
person, the person may internalize the gazer’s view of her or his body”(84-85).For
Gate the frequent gaze was more important than his morality, honor, intellect, or his
responsibility towards his life partner. The gaze he had of her was the nourishment
for his soul and body.This physical attraction always ended in physical union.And
Elas was seem as a commodity, an object for his pleasure and satisfaction. He was
passionately inlove and wanted to possess her. With his mesmerizing words he
trapped her psychologically disabling her to think for herself.

According to Frank W Schneider et al.:

sexism refers to any bias against an individual or group of individuals based
on their sex. When they express negative attitude towards women it is
referred to as hostile sexism. Those that are typically positive traits or
qualities,is referred to as benevolent sexism. They are derived from
stereotypes that see women in limited ways and often stem from a male
centered perspective. . . . the hostile and benevolent sexist attitudes both can
be held simultaneously.It is named as ambivalent sexism (331).
Even with his post-modern outlook Gate’s views on Barbara and Ela are stereotyped
and they fall into the category of ambivalent sexism in terms of identity, norms, and
relative values. Gate believes that they need to be protected and helped by him
(benevolent) and at the same time he also believes that they are incompetent
(hostile). Gate also sees them and judges them from his own post-modern
perspective. Going beyond the fixities he views them as equal by giving space to the
women considered as margins by giving them a central place from the periphery
where they were placed, preparing a platform for them to express their sexuality,
shedding the traditional view of superiority and inferiority. He attempted to have sex
outside marriage, invalidating every other sexual desire living the spirit of relativism
in practice of moral values. They were just an object of sexual fascination for him.
The world is portrayed as a sexual threat to women. Women have to become aware
of this and protect themselves from such situation. It was a private choice for Gate,
he was disconnected and disowned by his family and was fragmented. His unhappy
life with his family and with Barbara found solace in sexual encounters with Ela.
In Gender trouble (1990) Judith Butler defines the concept of
“performativity” as the repeated stylization of the body, a set of repeated acts within
a highly rigid regulatory frame that congeal over time to produce the appearance of
substance, of a natural sort of being (33). According to Butler, duringone’s life, one
repeats performances of gender. It conforms to a gender norm, which has the
discursive function of re-inscribing gender performatives and rendering the
individual intelligible. As such, “gender is always a doing, though not a doing by a
subject who might be said to pre-exist the deed” (25).Ela is encouraged through
Gate’s benevolent ambivalence to repeated sexual activities. She is in a precarious
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situation, uncertain, insecure, unstable, the position of a marginalized, destabilized,

outside the law, she is facing a crisis, in a state of exclusion. Though she is invisible
to the outside,her exclusion according to Butler is the result of discursively
constructed performativity. It has effects upon the body that marginalize or exclude
it.
The patriarchal ideology decides the position ofwomen everywhere and the
equality between men and women are seen as alien.Imbued with the spirit of post-
modernismGate approaches Ela andshares his life experiences in order to capture her
attention. His promiscuity encourages her to have intimacy and he tries to win her
admiration and sympathy for a sexual favor which he had neglected with his own
wife Barbara. Their relationship gets cemented and turns into a close domain and
Ela finds it difficult to separate as her husband Arjun Mitra was only a functional
one and he never tried to understand.Gate’s presence gave her the message that
friendship with Gate would bring value and empowerment.RahaRay states
that,excess of passion in a relationship outside marriage with the ‘other woman’ and
excess of passion asymmetrically within marriage, lead equal to tragedy, to
paralysis, death, and murder (424).For Gate the achievement is gaining possession
of Ela, a valued commodity. Sexism is an institutionalized system of domination
which is the point of contact between the oppressed and oppressor. Without any
choices the individual is oppressed. Ela became the raw material for his fantasy and
he turned his binoculars to the spectacle called Ela.
Mallick tried to bring Ela and Gate together. He seemed to have realized that
they are meant for each other and the marital commitment she has made to Arjun
was not very serious.He even advises him to take her as his wife.“I tried,” Byron
Mallick, “I tried” (Gupta 185). Mallick feels that though Arjun adores Elahehas
reduced her to nothing, but a glorified house wife, never nurtured her spirit and
never encouraged her in all that mattered to her.The training she received from
Mallick turned her into a professional dancer and she became a renowned celebrity
and a pride to the family, friends, and above all to Mallick himself. The empowered
Ela is disempowered with her marriage with Mitra,confined to household works.For
her the marriage is a transition from an independent and happy life to an unhappy,
dependent life, with restrictions, norms, and patriarchal rules.
Judith Butler in her Gender Trouble: Feminism and the Subversion of
Identitysays, when she read Sartrefor whom “all desire problematically presumed as
heterosexual and masculine, was defined as trouble”(Gender Troublep., ix) Sex and
gender are intimately connected. Both refer to the ways of describing and
understanding human bodies and the relationship with ourselves and others. The
patriarchal men make it difficult for women to exercise the functions connected to
their personhood. Women’s actions are consequences of the actions of the
oppressor. It can happen beneath the conscious level of awareness. Every meeting
Ela and Gate had increased their ability for the subjugation of the body. Ela was
facing a mechanic of power which could control the body, tame it and operate with
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the speed, efficiency and direction. Gate was capable of molding the subjected Ela
and it was an uninterrupted coercion. The masculine power, fragments and partitions
the body’s time, space, and the movement. Ela is treated as a commodity to satisfy
the desires of Gate and she is categorized into feminine,a non-person and he as a
person and a masculine.
Gate has arrived to participate in the funeral of Damini and to resolve the
crisis. He finds himself examining his moral dislocations, his notions of morality,
his loyalty to Mallick, and his visible love towards Ela, Mallick’s god daughter, a
married woman with a child. The exposure of the hidden corners of their
relationship reveals how they deceive themselves and deprive themselves of the
qualities of life.
Women should come forward to resist the patriarchal ideology, otherwise it
will continue the domination with renewed vigor.Virginia Woolf resisted patriarchal
ideology when she wrote her book, ‘A Room of One’s Own’ in 1929. She says,
women lived in many different houses, like husbands, brothers, uncles, and sons as
they had no house n.
Using the theories of the Feminist criticsSandra LeeBartky, Judith Butler,
Kamla Bhasin, andthe theories and philosophies of Michel Foucault and few other
critics, it can be concluded that the socially constructedmasculinity supports
patriarchy which is responsible for the subjugationof women as sexual commodities,
labelling them into stereotypes, denying them equality, betraying them through
unethical ways, power politics and psychological oppression.The need to challenge
the same, to articulate her experience, to transcend the subjugated conditions of
existence often loses its strength of resistance in ambivalent spaces where the female
has to appropriate agency for an assertive voice.
“WORKS CITED”
Bălan Sergiu. “M. Foucault's view on Power Relations.” [email protected].
Bartky, Sandra Lee. On Psychological Oppression, edited by Sharon Bishop and
Marjorie Weinzweig. 1979.
Bhasin, Kamala. Understanding Gender. Kali for women, 2000.
_ _ _ . Exploring Masculinity. Woman unlimited, 2006.
Butler, Judith. Gender Trouble: Feminism and the Subversion of Identity. Rutledge,
1990.
Carrel, Michael R, et al. Fundamentals of Organizational Behavior. Prentice Hall,
1997..
Davidds, Yasmin. Take Back Your Power: How to reclaim it, keep it, and use it to
get what you deserve. Atria Books, 2006
DeFrancisco, Vitoria Pruin and Catherine Helen Palezewski. Communicating
Gender Diversity: A Critical Approach. Sage, 2007.
Evans, Mary. Gender and Social Theory. Rawat, 2009.

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Fredric Jameson (1991) Postmodernism or The Cultural Logic of Late

Capitalism.www.marxists.org/reference/subject/philosophy/works/us/jameso
n.htm.
Foucault, Michel. The History of Sexuality:An Introduction (vol.1), translated by
Hurley, Robert. Pantheon Books, 1978.
Francis, Anne Cranny et al. Gender Studies: Terms and Debates. Palgrave
Macmillan, 2003.
Gramsci, Antonio. Selections from the Prison Notebooks. Elecbook, 1999.
Gupta, Sunetra. So Good in Black. Women unlimited, 2009.
Investigative Journalism: Definition and Example.
study.com/academy/lesson/investigative-journalism-definition-
examples.html.
Lowney, Chris. Pope Francis: Why He Leads the Way He Leads; Lessons from the
first Jesuit Pope. St. Pauls, 2014.
Ray. Raha. A Hand Book of Gender. Oxford UP, 2012.
Ryan, J Michael, editor. CoreConcepts in Sociology. Wiley Blackwell, 2019.
Robbins, Anthony. Awaken the Giant within: How to take immediate control of your
mental, emotional, physical, and financial destiny. Summit Books, 1992.
Sage Brief Guide to Business Ethics. Sage, 2012.
Sim, Stuart, editor. The Routledge Companion to Post Modernism. Routledge, 2001.
Wolfreys, Julian. Critical Keywords in Literary and Cultural Theory. Palgrave
Macmillan, 2004.

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Influence of Personal Factors in Utility of Mobile Phone Service – A Study

Dr. LENIN JOHN

Associate Professor
Department of Management Studies
Vins Christian College of Engineering
Chunkankadai, Nagercoil 629806
ABSTRACT
Mobile phone communication is a tool for the valuable use of human being including
professional and businessman. Though the mobile phone operators have been rendering services
to its customers throughout India, it has become a target of argument due to numerous reasons,
such as, excess billing, disconnection while talking, cross talk while talking, high cost handset
and high operating cost. Recently, the mobile phone service operators are subject to comments
and criticism for various reasons. Their services are not only commendable, but also satisfying to
the consumers to some extent. Hence the service providers are facing challenges, not only from
the competitors, but also from their customers. This study aims at finding out what are the
attributes the consumers prefer, the service providers’ offer and the Influence of personal factors
in utility of mobile phone services.
Keywords: Personal Factors, Service Providers, Customer Satisfaction, Mobile Phone
INTRODUCTION
Telecommunication is now universally familiar as one of the main movers of the current
economy. International studies have established that for every 1% increase in teledensity, there is
a 3% increase in GDP. India is the world's second-largest telecommunications market, with
around 1,204.8 million at the end of October 2019. The telecom market can be split into three
segments – wireless, wireline and internet services. The wireless market segment comprises of
98.17 per cent of the total subscriber base and rural subscribers form 43.90 per cent of total
telephone subscribers. as of October 2019.
India is also the second largest country in terms of internet subscribers. As of 2019, India holds
the world’s highest data usage per Smartphone at an average of 9.8 GB per month. It is expected
to double to 18 GB by 2024. The number of internet subscribers in the country increased at a
CAGR of 41.58 per cent during FY06-FY18 to reach 665.31 million in 2018-19.

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India became the world’s fastest-growing market for mobile applications in the first quarter of
2018 and remained as the world’s fastest growing market for Google Play downloads in the
second and third quarter of 2018. The internet user base in India has crossed 500 million mark
and is likely to reach 627 million by end 2019. Total wireless data usage in India grew 119 per
cent year-on-year to 1,58,50,560 terabytes between January-March 2019. The contribution of 3G
and 4G data usage in total volume of wireless data usage are about 6.83 per cent and 92.56 per
cent respectively during the Q1 FY20. Share of 2G data usage remained 0.60 per cent during the
quarter.
RESEARCH METHODOLOGY
Research design is the blueprint for empirical research work that guides the researchers in a
scientific way towards the achievement of the objectives. This research is based on observed and
measured phenomena and derives knowledge from actual experience rather than from theory or
belief. The research instrument used for this study is a self-administrated questionnaire that was
circulated among respondents in the form of a survey, and the data collected in this way were the
primary data for the analysis.
Since the people who are using mobile phones in India are numerous in number, it was found
quite unwieldy to select certain percentage of the population as the sample frame. So for our
research purpose 800 samples were selected from different parts of Kanyakumari District on the
basis of simple random sampling.
In this study, the researcher has adopted quantitative data analysis. Quantitative data analysis is
the process of presenting and interpreting numerical data. Questionnaire method of data analysis
can be of great value to the researchers who attempt to draw meaningful results from large body
of qualitative data.
FACTOR ANALYSIS
Factor analysis is a multivariate statistical technique used to condense and simplify the set
of large number of variables to smaller number of variables called factors. This technique is
helpful to identify the underlying factors that determine the relationship between the observed
variables and provides an empirical classification scheme of clustering of variables into groups
called factors.
VARIABLES OF UTILITY OF MOBILE PHONE SERVICE
S.No Variables of utility of mobile phone service
1 Security (A1)
2 SMS (A2)
3 Official (A3)
4 Touch with friends and Relatives (A4)
5 Symbol of Status (A5)
6 Convenience (A6)
7 Low Cost (A7)
8 Passion (A8)
9 STD Calls (A9)
10 Dissatisfaction with land line (A10)
11 Multipurpose (A11)
12 Easy to contact (A12)
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Table 1.1 Variables of utility of mobile phone service

Kaiser-Meyer-Olkin Measure of Sampling Adequacy

The significance (0.00) is less than the assumed value (0.05) & KMO coefficient = 0.696.
This implies that the factor analysis is valid.
Table 1.2 gives the rotated factor loadings, communalities, Eigen values and the percentage
of variance explained by the factors. Out of the 12 variables associated with the utility of mobile
phone service, 4 factors have been extracted and these 4 factors put together explain the total
variance of these variables to the extent of 50.21%. In order to reduce the number of factors and
enhance the interpretability, the factors are rotated. The rotation increases the quality of
interpretation of the factors. There are several methods of the initial factor matrix to attain simple
structure of the data. The varimax rotation is one such method to obtain better result for
interpretation is employed and the results are given in Table 1.3
Table 1.2: Rotated Factor Loadings for level of utility of mobile phone service
Variables
of utility of
mobile F1 F2 F3 F4 Communality
phone
service
A1 -0.26 0.48 0.34 0.22 0.47
A2 0.08 -0.09 0.78 0.02 0.62
A3 -0.07 -0.09 -0.05 0.76 0.60
A4 0.07 0.14 0.72 -0.06 0.55
A5 0.24 0.30 0.02 0.51 0.40
A6 0.04 0.73 0.00 -0.18 0.56
A7 0.23 0.64 -0.01 0.15 0.48
A8 0.65 -0.12 0.06 0.26 0.51
A9 0.67 0.16 -0.13 -0.08 0.50
A10 0.59 -0.03 0.17 0.30 0.47
A11 0.70 0.08 0.03 -0.15 0.52
A12 0.58 0.11 0.09 0.01 0.36
Eigen value 2.41 1.41 1.15 1.07
% of var.
20.05 11.73 9.56 8.87 50.21
explained
Cum. %
20.05 31.78 41.34 50.21
explained

Table 1.3: Clustering of utility of mobile phone service

Utility of mobile
Factors Rotated factor loadings
phone service
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A8 0.65
A9 0.67
A10 0.59
Factor I (20.05%) A11 0.70
A12 0.58
A1 0.48
Factor II (11.73%) A6 0.73
A7 0.64
A2 0.78
Factor III (9.56%)
A4 0.72
A3 0.76
Factor IV (8.87%)
A5 0.51
Four factors were identified as being maximum percentage variance accounted. The five
variables A8, A9, A10, A11 and A12 were grouped together as factor I and accounts 20.05% of
the total variance. The three variables A1, A6 and A7 constituted the factor II and accounts
11.73% of the total variance. The two variables A2 and A4 constituted the factor III and accounts
9.56% of the total variance. The two variables A3 and A5 constituted the factor IV and accounts
8.87% of the total variance.
The five variables of utility of mobile phone service such as Passion (A8), STD Calls (A9),
Dissatisfaction with land line (A10), Multipurpose (A11) and Easy to contact (A12) were
grouped together as factor I and accounts 24.2% of the total variance.
Correlation Analysis
The correlation is the study of finding the relationship between the variables. If there are
only 2 variables in the study of correlations then it is called simple correlation otherwise the
study in either partial or multiple correlation. In this study the simple inter-correlations analysis
is performed between the selected variables and the results are presented in the form of
correlation matrix. Further the significance of correlation was tested at the 1% level of
significance.
In this section the results of inter-correlation analysis between the variables of utility of
mobile phone service as factor I are presented through correlation matrix. The results of the
inter-correlation analysis with its significance are presented in the form of correlation matrix.
Table 1.4: Correlation Matrix – Variables of utility of mobile phone service as factor I

Variables of Factor I A8 A9 A10 A11 A12

A8 1 0.25** 0.39** 0.29** 0.25**

A9 1 0.19** 0.46** 0.28**
A10 1 0.23** 0.34**
A11 1 0.22**
A12 1
**Significant at 1% level of significance

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It is found from the Table 1.4 that the entire variables of utility of mobile phone service on
the basis of factor I considered have significant inter-correlation.
CONCLUSION
By using the above statistical tools, the researcher carried out a detailed analysis of the data
collected with an intention of obtaining a prolific solution to the objective.
It is concluded that the variables of utility of mobile phone service such as Passion (A8), STD
Calls (A9), Dissatisfaction with land line (A10), Multipurpose (A11) and Easy to contact (A12)
have significant Influence on the personal factors in utility of mobile phone service

REFERENCE
1. ANDERSON, E.W., FORNELL, C. AND MAZVANCHERYL, S.K. (2004). ‘'Customer
satisfaction and Shareholder value’, Journal of Marketing, 68: pp.172-185.
2. BALAJI, M. (2009). ‘Customer satisfaction with Indian mobile services’, UP Journal of
Management Research, Vol.8, No. 10, pp.52-62.
3. CHHABRA T.N. AND GROVER S.K. (1997). ‘Marketing Management’, First Edition,
Dhanpat Rai and company.
4. DASS, R. AND JAIN, R. (2011). ‘An analysis on the factors causing telecom churn: first
findings’, Proceedings of the 17thAmericas Conference on Information Systems, Detroit, MI
(Online).
5. HUNT, K. H. (1977). ‘Customers Satisfaction/Dissatisfaction--Overview and Future
Directions, Conceptualization and Measurement of Customer’, Marketing Science Institute,
Cambridge, MA, 1977.
6. KOTLER, P. AND ARMSTRONG, G. (2010). ‘Principles of marketing’, Prentice hall,
13th ed. New Jersey.
7. LAI, F., GRIFFIN, M. AND BABIN, B.J. (2009). ‘How Quality, Value, Image, and
Satisfaction create Loyalty at a Chinese Telecom’, Journal of Business Research, Vol.62,
No.10, pp.980-986.
8. MERRILL, C. (1999). ‘The ripple effect reaches gen Y’, American Demographics, 21 (11),
pp.15-17.
9. TRAI -The Indian Telecom Services Performance Indicators Report July – September, 2019

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Natural Resources and Agricultural Development in Vilavancode Taluk of

Kanyakumari District

S.PANIMAYA MERCY
Assistant Professor of Economics
Holy Cross College (Autonomous)
Nagercoil
Abstract
The development of any country depends on the resources available in it. Likewise the
development of Kanyakumari District also depends on the resources available in
it.Vilavancode is one of the taluk in the district and covered with greenery. Moreover, the
study on crops, water resources, agricultural resources may give policy makers a clear cut
idea about the resource based developmental model for VilavancodeTaluk. Hence the present
study attempts to analyse the natural resources available and the agricultural development of
the taluk.The sample respondents are selected through a stratified random sampling
technique. The survey was administrated to 30 respondents to understand the information
related to resources. The data obtained from respondents are carefully tabulated and
analyzed. The collected data have been properly processed with the help of transcription.The
study concludes that the agricultural activities are decreasing. Therefore necessary steps
should be taken to develop agricultural activities in the study area. As the taluk and the
district is endowed with natural resources, all the economic activities should be based on the
resources available in it.

Key words:natural resources, agriculture, agricultural development,

INTRODUCTION
Natural resource economics focuses on the demand, supply, and allocation of natural
resources to increase sustainability.The main objective of natural resource economics is to
gain a better understanding of the role of natural resources in the economy. As a field of
academic research, natural resource economics addresses the connections and
interdependence between human economies and natural ecosystems. It is not possible for
social and economic systems to exist independently from the environment. Learning about
the role of natural resource allows for the development of more sustainable methods to
manage resources and make sure that they are maintain future generation. The goal of natural
resources economics is to develop and efficient economy that is sustainable in the long run.
For this reason, natural resources economics focuses on understanding the role of natural
resources in the economy that projects natural resources.
STATEMENT OF THE PROBLEM
The development of any country depends on the resources available in it. Likewise
the development of Kanyakumari District also depends on the resources available in it. If the
developmental activities are based on the resources available in the district, it will have high
rate of economic growthand thereby, will become the role model for other districts. Mother

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Nature has blessed and decorated the Kanyakuamari district by its natural resources. The
district also has high amount of human resource as it ranks first in the literacy level of Tamil
Nadu. Moreover, there must be integration between the natural resources, human resources
and the policy measures.Vilavancode is one of the taluk in the district and covered with
greenery.Moreover, the study on crops, water resources, agricultural resources may give
policy makers a clear cut idea about the resource based developmental model for
VilavancodeTaluk.Hence the present study attempts to analyse the natural resources available
and the agricultural development of the taluk.
OBJECTIVES
Following are the objectives of the present study
1. To understand the water resources in the selected panchayats and villages of
VilavancodeTaluk of Kanyakumari District
2. To study whether the industries located in the taluk are based on agriculture and the
resources available in the selected panchayats and villages of VilavancodeTaluk
3. To analyse the agricultural development in the selected panchayats and villages of
VilavancodeTaluk of Kanyakumari District
METHODOLOGY
The Focus Group Discussion (FGD) is to accumulate people from similar
backgrounds to discuss a specific topic of interest.The researcher has conducted a survey in
the VilavancodeTaluk. For the study, the interview schedule concentrated on two aspects,
namely natural resources in Panchayatsand villages. In the first part of the interview
schedule, questions related to resources at panchayats level and in the second part, it was
followed by the questions related to the natural resources at villlages level. The respondents
were asked about the source of information for natural resources in VilavancodeTaluk.
Respondents are selected through a stratified random sampling technique. The survey was
administrated to 30 respondents to understand the information related to resources. The
researchers also go through a Focus Group Discussion (FGD) with the local people, SHG
members and the staff from Panchayat Office.
TOOLS OF ANALYSIS
The data obtained from respondents are carefully tabulated and analyzed. The
collected data have been properly processed with help of transcription. To make the present
research study highly effective and fruitful the following statistical techniques have been
used. A number of tables related to rivers, ponds, canals and streams, drinking water
facilities, sources of water, agricultural crops, methods of cultivation etc., have been prepared
from the collected data. Percentage has been calculated wherever necessary.
ANALYSIS OF NATURAL RESOURCES IN VILAVANCODE TALUK
The analysis of collected data has been divided into two parts. The first part deals
with the resources at panchayat level and the second part deals with the resources and
agriculture development at village level.
1.1 No. of revenue villages
Seven panchayatsfrom VilavancodeTalukhave been selected for the present study.
They are, Edaicode, Mancode, Methukummal, Paloor, Suzhal, Vavarai and Vilathurai. The

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total number of revenue villages in the selected panchayats is 49. Of this Mancode has
highest number of revenue villages (15 revenue villages). Suzhalpanchayat ranks second
place in terms of number of revenue villages which has 11 revenue villages.
Vilathuraipanchayat has low number of revenue villagesi.e, 2 revenue villages. In
Methukummalpanchayat, the data was not available.
1.2 Water Resources
Water is an important natural source which forms the basis of all life. Water is
a key resource in all economic activities ranging from agriculture to industry. The Table
No.1.1 shows the water resources available in the study area. The water resources are rivers,
ponds, canals and streams.From the Table No.1.1, it is clear that all the panchayats have one
river except the panchayatsMancode and Suzhal. The total number of rivers in the selected
panchayats is 5. Moreover the Table No.1.1 shows that there are 58 ponds in the
panchayats.Of this, nearly 72 per cent of ponds are in the panchayatsMethukummal, Paloor
and Suzhal.The lowest percent of the ponds are in the panchayatsVilathurai, Vavarai,
Edaicodeand Mancode. The percentage of the ponds in these panchayats are 5.20 per cent,
6.90per cent, 6.90 per cent and 8.62 per cent respectively.According to the Table No.1.1, it is
clear that Methukummalpanchayat has maximum number of streams and canals. In this
panchayat, there are 20 canals and streams. In Edaikodupanchayat, there is no canal and
streams. The total number of canals and streams in the selected panchayats are 31.
Table No.1.1
Water Resources
Total Number of Total numbers of
Panchayat Total no of rivers Ponds canals and Streams
Edaicode 1 (20) 4 (6.90) -
Mancode - 5 (8.62) 2 (6.50)
Methukummal 1 (20) 10 (17.24) 20 (64.52)
Paloor 1 (20) 15 (25.90) 1 (3.23)
Suzhal - 17 (29.31) 2 (6.50)
Vavarai 1 (20) 4 (6.90) 2 (6.50)
Vilathurai 1 (20) 3 (5.20) 4 (12.90)
Total 5 (100) 58 (100) 31 (100)
Source:Primary data
Note: Figures in the parentheses shows the percentages
1.3 Industries
The Table No.1.2 shows the number of industries in the study area. The number of
industries is studied in order to understand whether they are based on agriculture.
Table No.1.2
Number of industries in the study area

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Industry Total Cottage & Small scale industries Total

Rice mill 4 (9.30) Tea shop 10 (25.5)
Cashew 22 (51.2) Textile 11 (28.21)
Coir Industries 4 (9.30) Flower shop 6 (15.4)
Hut Plant 10 (23.3) Bakery shop 9 (23.1)
Kalkuwari 3 (6.98) Closing the coconut leaves 3 (7.7)
Total 43 (100) Total 39 (100)
Source:Primary data
Note: Figures in the parentheses shows the percentages
From the Table No.1.2, it is clear, in the selected panchayats, that there are 4 rice mills, 22
cashewnut industries, 4 coir industries, 10 hut plant, 3 Kalkuwari.The total number of
factories in the study area is 43. Of this, 51.2 per cent of industries are cashewnut industries
which take dominant position in the study area.TheTable No.1.2 also explains that there are
39 cottage and small scale industries. Of this, there are 10 tea shop, 11 textiles, 6 flower
shops, 9 bakery shop and 3 members do closing the coconut leaves as their job.Textile and
Tea shops occupy major position in the cottage and small scale industries.
2. VILLAGE WISE RESOURCE ANALYSIS
This part of the study analyses the resources in the village level. Anducode, Edaicode,
Kottarakonam, Olivapuram, Mancode, Nellikkaaivilai, Puthuveettuvilai and Suzhal have
been selected for the present study. These villages belong under the panchayats mentioned in
the previous part of the study.The total number of houses in the selected villages is 2997. Of
this Edaicode has the maximum number of houses (31.7 per cent) and Kottarakonam has the
lowest number of houses (6.1 per cent).
2.1 Water Resources
The Table No 2.1 shows the water resources available in the selected villages. The available
water resources are ponds, wells, rivers, canals and tanks.
Table No.2.1
Water Resources
Villages Pond Well River Canal Tank
Anducode 1 1 1 - 1
Edaicodu 1 1 1 - 1
Kottaramkonam - 1 - - -
Olivapuram - 5 - 1 1
Mancode - 1 - -
Nellikaaivilai 1 1 1
Puthuveetuvilai 1 1 - - -
Suzhal 1 1 - 1 -
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Total 4 12 2 4 4
Source:Primary data
Note: Figures in the parentheses shows the percentages
The villagers in the selected places use pond, well, river, canal and tank for water
usage. According to the table, well is the major source of water.
2.2 Agricultural crops
The Table No 2.2 shows the agricultural crops cultivated in the study area. Rice, tapioca,
mango, jackfruit, vegetable and pulses are the important agricultural crops in the study area.
Table 2.2
Agricultural crops
Village Rice Tapioca Mango Jack Vegetable Pulses
fruit
Anducode - ✓ - - - -
Edaicodu ✓ ✓ - - ✓ ✓
Kottaramkonam - ✓ ✓ ✓ - ✓
Malayanvilagamolivapuram - ✓ - - - -
Mancode - ✓ - - - -
Nellikaaivilai Not Available
Puthuveetuvilai ✓ ✓ ✓ ✓ ✓ -
Suzhal - ✓ ✓ ✓ ✓ ✓
Total 2 7 3 3 3 3
Source:Primary data
Note: Figures in the parentheses shows the percentages
2.3 Cash crops
The Table No 2.3 shows the cash crops in the study area. Coconut, pineapple, rubber and
pepper are the important cash crops cultivated in the study area.
Table No. 2.3
Cash crops
Village Coconut Pineapple Rubber Pepper
Anducode ✓ - ✓ -
Edaicodu ✓ ✓ ✓ -
Kottaramkonam - - ✓ -
Malayanvilagamolivapuram ✓ - ✓ -
Mancode - - ✓ -
Nellikaaivilai ✓ - ✓ -
Puthuveetuvilai ✓ - ✓ ✓
Suzhal - - - -
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Total 5 1 7 1
Source:Primary data
Note: Figures in the parentheses shows the percentages
2.4 Methods of cultivation
All the people in the study area use traditional method of cultivation except Suzhal. In the
Suzhal village, people use traditional method as well as modern methods.
2.5 Cultivation period
In all the villages, cultivation takes place once in a year except in the villages,
Puthuveettuvilai and Olivapuram. In Puthuveettuvilai and Olivapuram, cultivation takes place
twice a year.In the study area, the farmers use direct method of selling by using nearby
markets. The farmers do not use marketing through co – operative society due to lack of
awareness about co-operative societies. The farmers in Edaikode, Olivapuram and
Puthuveettuvilai uses direct method of selling. The other villages use nearby markets to sell
their produce.
2.6 Warehousing facilities
The villages, Anducode, Kottaramkonam, Puthuveetuvilai and Suzhal have ware housing
facilities and other villages do not have such facilities to protect their produce. Moreover, the
panchayats which have warehousing facilities do not have cooling facility in the respective
warehouse.
2.7 Inter crops
In the selected villages, cereals, roots, leaves and vegetables are cultivated as intercrops. In
the villages, Edaicode, Mancode, Nellikkaivilai and Puthuveettuvilai, the data are not
available. In all the selected villages, the people informed that the agricultural activities are
decreasing in their respective villages.
SUMMARY AND SUGGESTIONS
The present study shows that the total number of rivers in the selected panchayats is
5.Seventy two per cent of ponds are in the panchayatsMethukummal, Paloor and Suzhal. In
Edaikodupanchayat, there is no canal and streams. The total number of canals and streams in
the selected panchayats are 31.
The total number of industries in the study area is 43. Of this, 51.2 per cent of
industries are cashewnut industries which take dominant position in the study area and
reveals that the industries are agro based industries.Textiles and Tea shops occupies major
position in the cottage and small scale industries.
In the villages, rice, tapioca, mango, jackfruit, vegetable and pulses are the important
agricultural crops. Coconut, pineapple, rubber and pepper are the important cash crops
cultivated in the study area.All the people in the study area use traditional method of
cultivation except Suzhal. In the Suzhal village, people use traditional method as well as
modern methods.In all the villages, cultivation takes place once in a year except in the
villages, Puthuveettuvilai and Olivapuram. In Puthuveettuvilai and Olivapuram, cultivation
takes place twice in a year.
In the study area, the farmers use direct method of selling by using nearby markets.
The farmers do not use marketing through co – operative society due to lack of awareness
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about co-operative societies. The co-operative societies should take necessary steps to help
the farmers in marketing through cooperative societies.
The villages, Anducode, Kottaramkonam, Puthuveetuvilai and Suzhal have ware
housing facilities and other villages do not have such facilities to protect their produce.The
panchayats which have warehousing facilities do not have cooling facility in the respective
warehouse.Warehousing facilities should be arranged for the farmers in the study area and
cooling facilities in all the warehousing should be created.
CONCLUSION
The Vilavancodetaluk in Kanyakumari district is based on agrarian economy. But the
agricultural activities are decreasing. Therefore Necessary steps should be taken to develop
agricultural activities in the study area. As the taluk and the district is endowed with natural
resources, all the economic activities should be based on the resources available in it.
Moreover, Proper awareness should be given the farmers to cultivate intercrops. There are
rich natural resources in the selected villages. Therefore the policy makers and the district
administration should follow resource based developmental model in the near future in order
to have effective utilisation of locally available resources.
REFERENCES
1. https://courses.lumenlearning.com/boundless-economics/chapter/introduction-to-
natural-resource-economics/

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Growth of Micro Enterprises in India

Dr.B. SATHEESH
Assistant Professor
S.T.Hindu College, Nagercoil
Introduction
Micro, Small and Medium Enterprise (MSME) sector has often been termed the
‘engine of growth’ for developing economies. We begin with an overview of this sector in
India and look at some recent trends which highlight the development and significance of this
sector vis-à-vis the Indian economy. Over the last few years, there have been major policy
changes at the federal and state level aimed at consolidating and developing this sector. The
MSME Development Act of 2011 is perhaps the most crucial of these recent policy changes.
In the fourth section of this paper, we will critically analyze this legislation and look at its
main achievements as well as the remaining challenges. We also discuss a few policy
recommendations which have been commonly suggested to settle some of the ongoing
debates in this sector which the MSME Development Act of 2011 has been unable to resolve.
The policies of interest are state outlays and subsidies targeted towards this sector.
More specifically, we analyze the impact of total financial subsidies to the sector, total state
investment in industrial parks and clusters aimed at this sector and the total state expenditure
to support technology within the MSME sector. We do a state level analysis based on data
from 1996 until 2007 and study some key outcomes of interest such as total number of units,
total output, total employment and total exports from the MSME sector. Our main findings
are that while specific policies that are aimed at the MSME sector have basically no
significant impact on the growth of this sector, more general development policies such as
expenditure on infrastructure and access to finance have significantly positive impact on
growth of the MSME sector across states in India over the last 15 years.

The Indian MSME sector: an Overview

The MSME sector is a significant contributor to the Indian economy. Based on
official figures from the Ministry of MSME, November 2013, this sector contributes 8% of
National GDP, comprises 50% of India’s total manufactured exports, 45% of India’s total
industrial employment and 95% of all industrial units. The SME sector in India, however, has
been changing over time, mostly through changes in government policy. In this section we
will highlight the definition, profile, size, composition and performance of this sector.

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Despite its relevance, the MSME sector has for long faced various obstacles to
growth. In recognition of these difficulties and succumbing to a long sustained lobbying, the
Government of India passed the MSME Development Act of 2011 which brought about
major changes in this sector. The basic achievement was a clear and decisive definition of
units that fall under micro, small and medium category. The definitions are based on total
investment in plant and machinery for manufacturing units and investment in equipments for
service units. The new definitions have expanded the plant and machinery limits and now
each enterprise level includes larger investments than before. There are also allowances for
smaller investments in service enterprises.
Currently, the definition used by the Ministry of Micro, Small & Medium Enterprises
is described in Table 1.
Table 1: Definition of micro, small and medium enterprises

Manufacturing Sector Investment in plant & machinery

Micro Less than Rs. 2.5 million
Small Rs. 2.5 to Rs. 50 million Rs. (Before 2006: 2.5 – 10 mil Rs.)
Medium Rs.50 million to Rs.100 million (Not defined before 2011)
Service Sector Investment in equipments
Micro < 1 million Rs.
Small 1 – 20 million Rs. (Before 2006: < 1 million Rs.)
Medium 20 – 50 million Rs. (Not defined before 2011)
Source: Ministry of Micro, Small & Medium Enterprises, 2012

There were no definitions for ‘medium’ manufacturing and service units until 2011.
The old definition of small enterprises applied to Small Scale Industrial Undertakings (SSIs)
where investment in plant & machinery was less than Rs.10 million. The old definition also
applied to Small Scale Service and Business (Industry Related) Enterprises SSSBEs) where
investment in fixed assets, excluding land and building was less than Rs.1 mn.11
Looking at the size and significance of MSME sector in Indian economy (Table 2),
we note that as of 2009, there were a total of 130 lakhs micro and small firms in India. The
number of firms in the MSME sector comprises a staggering 95% of all industrial units in
India. Together they employ more than 8% of the total Indian labor force of 509 million

1
Source: “Ministry of Micro, Small & Medium Enterprises, 2012: Micro, Small and Medium Enterprises in India:
An Overview”, retrieved from http://www.laghu-udyog.com/ssiindia/MSME_OVERVIEW.pdf on Nov. 13, 2013

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individuals. This amounts to a significant 41 million people who are currently employed in
this sector. The MSME sector is a significant contributor to India’s exports amounting to
40% of the total share. It also comprises a lion’s share (45%) of the total manufacturing
output of the country.

Table 2: size and performance of MSME sector in India

Old Definition New Definition

Number of Micro and Small Enterprises 12.8 million 13 million
Employment 31 million 41 million
Employment in % of Labor force 6.1% 8.1%
Production at current prices 140 billion$ Not available
Production growth 12.7% Not available
Exports 33 billion $ Not available
Share in GDP 6% 8% -9%
Share in manufacturing output 39% 45%
Share in exports 33% 40%
Source: Ministry of Micro, Small & Medium Enterprises, 2012: Micro, Small and Medium Enterprises in India: An
Overview

Table 3 describes the composition of the Small Scale Industries (SSI) sector in India.
We begin by looking at the decomposition between registered and unregistered units. Of the
total, a dominant 86% belong to the unregistered sector2.When we take a closer look at the
reasons for non-registration of units, we find that 54 percent of all units that were surveyed in
the All India Census of SSIs in 2007 cited “not aware of such a provision” as a reason. The
next most common reason is “not interested” while a smaller proportion yet cited
“complicated procedures’ as a reason for non-registration. This highlights the primary reason
for including measures to simplify registration process in the MSME Act of 2011.
Registration is voluntary in the SSI sector. Looking at the disaggregated data for
registered and unregistered firms, we find that although registered units comprise only 13
percent of the sector but in terms if investments, their share is 59 percent and they contribute
close to 56 percent of the total production in the sector. Compared to the Second Census data
which was collected in 1993, in the Third Census (2007), we find that per unit employment

2
Source: “Final Results: Third All India Census of Small Scale Industries 2006-07”, August 2009 Edition,

Ministry of Small Scale Industries, Government of India.

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has gone down in registered units from 6.29 to 4.48. The per unit fixed investment has on the
other hand gone up multifold from Rs.1.60 lakhs to Rs.6.68 lakhs.
To understand the true complexity behind the sector, we have to look beyond simple
classification of units along registered and unregistered categories. Based on the duration of
operation, firms can be further classified across perennial (92 percent), seasonal (5.5 percent)
and casual (2.39 percent). Based on the type of organization, all registered units can be
further classified as proprietary (90 percent), partnership (7.2 percent), cooperative (2.42) or
private company (1.5 percent). Based on their location, the units can be classified as rural (55
percent) or urban (45 percent). There are further classifications based on the main source of
power used in the firm such as electricity (47 percent), no power needed (40 percent), oil (5.6
percent), coal (4 percent) etc. Another interesting fact is that about 11 percent of all small
scale units are women managed enterprises.3
Table 3 also highlights the decomposition of SSI units based on nature of activity. In
the sector as a whole, about half of all units are engaged in services (49 percent). The
significance of the services segment in the SSI sector has been steadily increasing over the
last two decades. When we look at the decomposition of units across registered and
unregistered units, we notice a majority of registered firms are in the manufacturing,
assembling and processing space (62 percent). Another point to note is that there is enormous
variation across states within India when we look at the MSME sector data. When we
consider all registered units, we find that six states have 62 percent of all working units.
These states are Tamil Nadu, Uttar Pradesh, Kerala, Gujarat, Karnataka and Madhya Pradesh.
The maximum number of unregistered units (17 percent) was located in one state, Uttar
Pradesh.
Table 3: Composition of small scale industries in India
Nature of activity Registered SSI Unregistered SSI Total SSI Sector
Manufacturing, Assembling 62.1% 36.1% 33.6%
and Processing
Repairing and Maintenance 7.5 % 18.5% 16.6%
Services 30.3% 45.4% 49.8 %
(3.2% in 1992-93)
Source: “Final Results: Third All India Census of Small Scale Industries 2006-2007”, August 2009 Edition, Ministry

3
“Final Results: Third All India Census of Small Scale Industries 2006-2007”, August 2009 Edition, Ministry of Small Scale
Industries, Government of India.

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of Small Scale Industries, Government of India.

Looking at the profile of firms in Table 4, we note that within the Small Scale
Industrial sector in India, nearly all of them are proprietary units, both within in the registered
as well as the unregistered sectors. The registered units employ more than twice the number
of workers as the unregistered. But this could reflect the fact that unregistered units have a
greater number of temporary workers who might not show up on the pay rolls. In terms of
the size of firms, measured as per unit fixed investments, registered units are nearly4 times as
large as the unregistered ones.
Table 4: profile of firms in the SSI sector in India
Registered SSI Unregistered SSI
Proprietary units 90.1 % 97.2 %
Per unit employment 4.6 2.1
Per unit fixed investment Rs. 711,000 Rs. 123,000.
Employment generated per 0.1 0.65 1.71
million Rs. of fixed investment
Units managed by women 11.08 % 10.66 %
Units managed by entrepreneurs from 51.45 % 55.62 %
socially backward classes
Source: “Final Results: Third All India Census of Small Scale Industries 2006-2007”, August 2009 Edition, Ministry
of Small Scale Industries, Government of India

While studying the MSME sector in India, it is crucial to also look into the health of
firms because a significant number of firms both within the registered as well as the
unregistered sector are defined as ‘sick’. Sickness is typically identified through a yardstick
and the typical yardsticks are a) delay in repayment of loan over one year (RBI definition), b)
decline in net worth by 50 percent and c) decline in output in last three years5.All yardsticks
combined reveal that about 14 percent of all units in the SSI sector was identified to be either
sick or incipient sick, while this was 6.89 percent for all unregistered units and 7.82 for all
registered units. Even here, there is widespread variation across states and a maximum

4
“Guidelines for Rehabilitation of Sick Small Scale Industrial Units”, Reserve Bank of India January 2007.

5
Discussion based on “Micro, Small and Medium Enterprises Development Act – Background Paper”, Jessica
Wade, Small Enterprise Finance Centre, IFMR.

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number of all sick units (60 percent) of all sick units are located in West Bengal, Kerala,
Maharashtra, Karnataka and Andhra Pradesh.
Based on units having loan outstanding with institutional sources like banks and
financial institutions, sickness is about 20 percent in the registered SSI sector and 17 percent
in the case of unregistered SSI sector. In the total SSI sector, this percentage is about 18
percent. Incipient sickness identified in terms of continuous decline in gross output was 11.5
percent in the registered sector and 7 percent in the unregistered sector. Detailed data was
collected on the various reasons for sickness of firms in the MSME sector. The most
commonly cited reasons were “lack of demand” and “shortage of working capital”. The
disaggregated data on ‘health of units’ within the small scale industries reveal that the stated
causes of ‘sickness’ are very similar across registered and unregistered firms.

Table 5: Health of units in the SSI sector in India

Reasons for sickness Registered SSI Unregistered SSI

Lack of Demand 71.6 % 84.1 %
Shortage of Working Capital 48.0 % 47.1 %
Marketing Problems 44.5 % 41.2 %
Power Shortage 21.4 % 14.8 %
Non-availability of Raw Material 15.1 % 15.2 %
Equipment Problems 10.6 % 12.9 %
Labor Problems 7.4 % 5.1 %
Management Problems 5.5 % 5.1 %
Source: “Final Results: Third All India Census of Small Scale Industries 2006-2007”, 2009, Ministry of SSI, GoI

The Indian MSME sector: Recent Trends (1996-2011)

The MSME sector in India has witnessed significant changes in the post liberalization
period since 1996. In this section, we will study the data from 1995 until 2011 and highlight
some interesting trends and features of this sector. Figure 1 shows the number of registered
and unregistered firms in the Indian MSME sector from 1995 to 2008. The first feature we
note is that this sector has been growing steadily throughout this period. In 1996 there were
67.07 lakhs MSMEs in the country. Their number climbed to 113.95 lakhs by 2008. A fact
that might not seem obvious from the graph is that although the proportion of unregistered

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units remained dominant throughout this period (86.3% in 2008-09), the number of registered
firms more than doubled in number over this period.

Figure 2 shows the growth rates of the two segments, registered and unregistered,
over the study period. The growth rate for the overall industry and the unregistered segment
is steady and close to 4 percent. Once again, given the dominance of unregistered firms it is
not surprising that the overall industry growth rate is very closely following the growth of
unregistered segment. The growth of registered sector, however, has high variance. This
ranges from 14 percent growth to negative growth in few years. Except for the five years
from 2000-2005, in the remaining period, the registered sector has had very high growth rates
compared to the unregistered segment

Figure 1: Growth of Indian micro small and medium enterprise sector (1990-2003)

120 113.95
109.49
105.11
100 97.15 101.1
89.71 93.36
82.84 86.21 91.46
94.81 98.41
79.6
80 73.5176.49 88
67.87 70.63 81.36 84.83
77.67
67.99 71.2774.22
60 63.57 65.86
59.97 61.91

40

20 10.63 11.61 11.57 11.99 12.04 12 12.32 13.01 13.75 14.68 15.54
7.9 8.72 9.94

96 97 98 99 000 01 02 03 04 05 06 07 08 09
95- 96- 97- 98- -2 00- 01- 02- 03- 04- 05- 06- 07- 08-
19 19 19 19 999 20 20 20 20 20 20 20 20 20
1

No. of registered units (in lakhs) No. of unregistered units ( in lakhs)

Total no of units (in lakhs)

Data source: Annual Reports, Ministry of Small Scale Industries, Government of India

A rather unexpected find is when we compare the SME sector to the overall industrial
sector. We notice that almost throughout the post liberalization period, the SME sector has
been growing significantly faster than the total industrial sector. In 2010-11 the SME sector
grew at an impressive 12.32% while the total industrial sector grew at 8.1%. The average
annual growth rate of the sector (1996-2011) was 8.47% as compared to the growth rate of
the total industrial sector which was 6.07% over the same period.
Figure 2: Comparing growth of SME sector to total industrial sector
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15
1311.49 12.32
10 9.1
10.44 11.29
9.19 9.64 10.88
8.4
6.7 6.7 8.04 8.68 6.9 8.1
5.65 6.1 7.84 7.09 5.7
5
5 5.6
2.3
6 4.1 6.06
2.7
3.1
0.6
0
6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
-9 -9 -9 -9 00 -0 -0 -0 -0 -0 -0 -0 -0 -0 -1
995 996 997 998 9-2 000 001 002 003 004 005 006 007 008 009
1 1 1 1 9 2 2 2 2 2 2 2 2 2 2
19

SME Sector Growth rate Total Industrial sector growth rate

Data source: Annual Reports, Ministry of Small Scale Industries, Government of India

The total production data from the MSME sector reveals that while there has been a
steady growth since the early 1995s, the growth has accelerated from 2005 onwards. There
are several likely factors that have contributed to this rise in growth but the new government
policy which was introduced in 2004 is believed to be the main factor. Under this wave of
reforms it consolidated the administrative machinery by setting up the ministry of Micro,
Small and Medium Enterprises which subsumed the Ministry of small scale industries (SSI)
and the Ministry of Agro and Rural Industries (ARI). It also introduced a unified policy for
credit, infrastructure, technology and marketing. The central excise duty exemption limit was
raised and the reserved product list was reduced.
Following these reforms, the growth in MSME production accelerated. This was the
first in a series of policy initiatives taken by the government to stimulate the MSME sector.
Following this, in 2011 the parliament passed the MSME development act which is discussed
in greater detail in the next section.
Disaggregating the MSME total production data further into the two markets -
domestic and export - shows some interesting patterns. Exports from the MSME sector have
been growing rapidly over the entire 15 years and this has accelerated since 2005. Domestic
consumption, however, has been a larger share of total product of MSME sector throughout
the post liberalization period and it has accelerated significantly more than exports since
2005. This implies that the robust domestic market is fueling the high growth of the MSME
sector in India.
Effect of State Outlays and subsidies on MSME Outcomes in India (1996-2008)
In this section of the paper, we do an impact assessment of specific government
policy interventions on growth of entrepreneurship in the MSME sector in India. The policies
of interest are state outlays and subsidies which are targeted towards this sector. More
specifically, we look at the total financial subsidy to the MSME sector in the state, the total

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state investment in industrial parks and number of clusters set up for MSMEs and the total
state expenditure to support technology in the MSME sector. The outcomes of interest are
performance of the MSME sector within each state as measured by total number of firms,
total output, total employment and the total exports from the MSME sector in each state.
The data used for this analysis is from 35 states and union territories of India across
12 years, 1996-2008. We have a 12 years panel data for each state. The sources of data
primarily include Annual Reports, ministry of MSME, Government of India, the ministry
website, All Indian SSI Census, Central Statistical Organization, national Accounts Statistics
and Indiastat.com

Conclusion
In this chapter we have looked at growth of Indian Micro Small and Medium
Enterprise Sector over the last fifteen years. The MSME sector has often been termed the
‘engine of growth’ for developing economies. We begin with an overview of this sector in
India and look at some recent trends which highlight the development and significance of this
sector vis-à-vis the Indian economy. Over the last few years, there have been major policy
changes at the federal and state level aimed at consolidating and developing this sector. The
MSME Development Act of 2011 is perhaps the most crucial of these recent policy changes.
In the fourth section of this paper, we will critically analyze this legislation and look at its
main achievements as well as the remaining challenges. We also discuss a few policy
recommendations which have been commonly suggested to settle some of the ongoing
debates in this sector which the MSME Act of 2011 has been unable to resolve.
In the second part of this paper, we do an analysis of specific government policy
interventions on the growth of entrepreneurship in the MSME sector in India. The policies of
interest are state outlays and subsidies targeted towards this sector. More specifically, we
analyze the impact of total financial subsidies to the sector, total state investment in industrial
parks and clusters aimed at this sector and the total state expenditure to support technology
within the MSME sector. We do a state level analysis based on data from 1996 until 2007 and
study some key outcomes of interest such as total number of units, total output, total
employment and total exports from the MSME sector.
Our main findings are that while specific policies that are aimed at the MSME sector
have limited impact on the growth of this sector, more general development policies such as
expenditure on infrastructure and access to finance have significantly positive impact on

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growth of the MSME sector across states in India over the last 15 years. The results suggest
that perhaps the government should play a facilitator role and improve access to finance by
encouraging more banks and other financial institutions to enter the local market, instead of
becoming an active player itself. The results also suggest the core competence of the
government in certain roles, example creating a facilitating environment such as improved
connectivity by roads, railways and airways, improved availability of electricity and water
supply.

References
1. Annual Reports, Ministry of Small Scale Industries, Government of India
2. “Micro, Small and Medium Enterprises Development Act – Background Paper”,
Jessica Wade, Small Enterprise Finance Centre, IFMR.
3. “Ministry of Micro, Small & Medium Enterprises, 2012: Micro, Small and Medium
Enterprises in India: An Overview”, Ministry of Micro Small and Medium Enterprise,
Government of India
4. MSME Development Act 2007, Ministry of MSME, Government of India
5. “Final Results: Third All India Census of Small Scale Industries 2006-2007”, August
2009 Edition, Ministry of Small Scale Industries, Government of India.
6. “Guidelines for Rehabilitation of Sick Small Scale Industrial Units”, Reserve Bank of
India Document, January 2007.

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STRONGLY SOFT G-BICLOSED SETS IN SOFT BI-CECH CLOSURE SPACE

1R.
Vijaya Chandra
Associate Professor,
Department of Mathematics,
Navarasam Arts and Science College for Women,Arachalur, Erode, Tamil Nadu,
2V.
Pushpalatha
Assistant Professor, Department of Mathematics,
Navarasam Arts and Science College for Women, Arachalur, Erode, Tamil Nadu,
3B.
Bhuvaneshwari
Research Scholar, Department of Mathematics,
Navarasam Arts and Science College for Women, Arachalur, Erode, Tamil Nadu,

ABSTRACT:In this paper, we introduce the concepts of strongly soft generalized biclosed
sets in a soft bi-cech closure space and also examine their fundamental properties. Also we
study the properties of unions, intersections and subspaces of strongly soft g-biclosed subsets
of a soft bi-cech closure space.
Mathematics Subject Classification: 54A01
Keywords:Soft bi-cech closure space, soft biclosed set, strongly soft generalized biclosed set
I. INTRODUCTION
The concept of Cech closure space was introduced by E. Cech[1].Bi-Cech closure spaces
were introduced by K. Chandrasekhara Rao, R. Gowri and V. Swaminathan[3]. The
generalized biclosed sets in Bi-Cech Closure Space was introduced by ChawalitBoonpok[5].
In this paper, we introduce the stronger form of soft generalized biclosed (g-biclosed) sets in
a soft bi-cech closure space.
II. PRELIMINARIES
In this section, we see the fundamental definitions of soft bi-cech closure space.

2.1 Definition: Two functions 𝑏1 and 𝑏2 described from a soft power set 𝑃(𝑀𝑋𝐴 ) to itself
over M is called Cech Closure Operator if it satisfies the properties
i) 𝑏1 (𝜙𝐴 ) = 𝜙𝐴 and 𝑏2 (𝜙𝐴 ) = 𝜙𝐴
ii) 𝑋𝐴 ⊆ 𝑏1 (𝑋𝐴 ) and 𝑋𝐴 ⊆ 𝑏2 (𝑋𝐴 )
iii) 𝑏1 (𝑋𝐴 ∪ 𝑌𝐴 ) = 𝑏1 (𝑋𝐴 ) ∪ 𝑏1 (𝑌𝐴 )and𝑏2 (𝑋𝐴 ∪ 𝑌𝐴 ) = 𝑏2 (𝑋𝐴 ) ∪ 𝑏2 (𝑌𝐴 ) for any 𝑋𝐴
and 𝑌𝐴 ⊂ 𝑀
Then(𝑋𝐴 , 𝑏1 , 𝑏2 , 𝐴) 𝑜𝑟 (𝑋𝐴 , 𝑏1 , 𝑏2 ) is called a Soft Bi-Cech Closure space.
2.2 Definition: A soft set 𝐼𝑛𝑡𝑏𝑖=1,2 (𝑃𝐴 ) with respect to the closure operator 𝑏𝑖=1,2 is defined
𝐶
as 𝐼𝑛𝑡𝑏𝑖=1,2 (𝑃𝐴 ) = 𝑋𝐴 − 𝑏𝑖=1,2 (𝑋𝐴 − 𝑃𝐴 ) = [𝑏𝑖=1,2 (𝑃𝐴𝐶 )] , here 𝑃𝐴𝐶 = 𝑋𝐴 − 𝑃𝐴

2.3 Definition: A soft subset 𝑃𝐴 of a Soft Bi-Cech Closure space (𝑋𝐴 , 𝑏1 , 𝑏2 ) is called soft
𝑏𝑖=1,2 neighbourhood of 𝑒𝑥 if 𝑒𝑥 ∈ 𝐼𝑛𝑡𝑏𝑖=1,2 (𝑃𝐴 )
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2.4 Definition: If (𝑋𝐴 , 𝑏1 , 𝑏2 ) be a Soft Bi-Cech Closure space, then the associate soft Bi-
topology on 𝑋𝐴 is 𝜏𝑖=1,2 = {𝑃𝐴𝐶 : 𝑏𝑖=1,2 (𝑃𝐴 ) = 𝑃𝐴 }

2.5 Definition: Let (𝑋𝐴 , 𝑏1 , 𝑏2 ) be a Soft Bi-Cech Closure space. A be a Soft Bi-Cech
∗
Closure space (𝑌𝐴 , 𝑏1∗ , 𝑏2∗ ) is called a soft subspace of (𝑋𝐴 , 𝑏1 , 𝑏2 ) if 𝑌𝐴 ⊆ 𝑋𝐴 and𝑏𝑖=1,2 (𝑃𝐴 ) =
𝑏𝑖=1,2 (𝑃𝐴 ) ∩ 𝑌𝐴 ∀ soft subset 𝑃𝐴 ⊆ 𝑌𝐴

2.6 Definition: A soft subset 𝑃𝐴 of a Soft Bi-Cech Closure space (𝑋𝐴 , 𝑏1 , 𝑏2 ) is said to be soft
generalized closed (soft g-closed) set if 𝑏𝑖=1,2 [𝑃𝐴 ] ⊆ 𝑌𝐴 , whenever 𝑃𝐴 ⊆ 𝑌𝐴 and 𝑌𝐴 is soft
open subset of (𝑋𝐴 , 𝑏1 , 𝑏2 )
III. STRONGLY SOFT GENERALIZED BICLOSED SET
In this section, we introduce strongly soft g-biclosed sets in Soft Bi-Cech Closure space

3.1 Definition: A soft subset 𝑃𝐴 of a Soft Bi-Cech Closure space (𝑋𝐴 , 𝑏1 , 𝑏2 ) is said to be soft
biclosed if 𝑏1 𝑃𝐴 = 𝑃𝐴 = 𝑏2 𝑃𝐴 and called soft biopen if its complement is soft biclosed.
Clearly, 𝑃𝐴 is a soft biclosed subset of a Soft Bi-Cech Closure space (𝑋𝐴 , 𝑏1 , 𝑏2 ) iff 𝑃𝐴 is a
soft closed subset of both (𝑋𝐴 , 𝑏1 )and (𝑋𝐴 , 𝑏2 ).

3.2 Definition: A soft subset 𝑃𝐴 of a Soft Bi-Cech Closure space (𝑋𝐴 , 𝑏1 , 𝑏2 ) is called
strongly soft generalized biclosed (strongly soft g-biclosed) if 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )] ⊆ 𝑌𝐴 whenever 𝑌𝐴
is an soft open subset of (𝑋𝐴 , 𝑏1 ) with 𝑃𝐴 ⊆ 𝑌𝐴 and called strongly soft g-biopen if its
complement is strongly soft g-biclosed.

3.3 Theorem: If 𝑃𝐴 is strongly soft g-biclosed and 𝑄𝐴 is soft biclosed in (𝑋𝐴 , 𝑏1 , 𝑏2 ), then
𝑃𝐴 ∩ 𝑄𝐴 is strongly soft g-biclosed
Proof: Let 𝑌𝐴 be a soft open subset of (𝑋𝐴 , 𝑏1 ) such that 𝑃𝐴 ∩ 𝑄𝐴 ⊆ 𝑌𝐴 . Then𝑃𝐴 ⊆ 𝑌𝐴 ∪
(𝑋𝐴 − 𝑄𝐴 ). Since 𝑃𝐴 is strongly soft g-biclosed and 𝑌𝐴 ∪ (𝑋𝐴 − 𝑄𝐴 ) is an open subset of
(𝑋𝐴 , 𝑏1 ), 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )] ⊆ 𝑌𝐴 ∪ (𝑋𝐴 − 𝑄𝐴 ). Consequently, 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 ∩ 𝑄𝐴 )] ⊆ 𝑌𝐴 . Since 𝑄𝐴
is a soft closed subset of (𝑋𝐴 , 𝑏2 ), 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 ∩ 𝑄𝐴 )] ⊆ 𝑌𝐴 . Therefore, 𝑃𝐴 ∩ 𝑄𝐴 is strongly
soft g-biclosed.

3.4 Theorem: If 𝑃𝐴 and 𝑄𝐴 is strongly soft g-biclosed subsets of (𝑋𝐴 , 𝑏1 , 𝑏2 ), then 𝑃𝐴 ∪ 𝑄𝐴 is

strongly soft g-biclosed

Proof: Let 𝑌𝐴 be a soft open subset of (𝑋𝐴 , 𝑏1 ) such that 𝑃𝐴 ∩ 𝑄𝐴 ⊆ 𝑌𝐴 . Then 𝑃𝐴 ⊆ 𝑌𝐴 and
𝑄𝐴 ⊆ 𝑌𝐴 . Since𝑃𝐴 𝑎𝑛𝑑 𝑄𝐴 are strongly soft g-biclosed. 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )] ⊆ 𝑌𝐴 and𝑏2 [𝐼𝑛𝑡(𝑄𝐴 )] ⊆
𝑌𝐴 .Consequently, 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 ∪ 𝑄𝐴 )] = 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )] ∪ 𝑏2 [𝐼𝑛𝑡(𝑄𝐴 )] ⊆ 𝑌𝐴 Hence 𝑃𝐴 ∪ 𝑄𝐴 is
strongly soft g-biclosed.

3.5 Theorem: Let 𝑏2 be indempotent. If 𝑃𝐴 is strongly soft g-biclosed and𝑃𝐴 ⊆ 𝑄𝐴 ⊆

𝑏2 [𝐼𝑛𝑡(𝑄𝐴 )], then𝑄𝐴 is strongly soft g-biclosed
Proof: Let 𝑌𝐴 be a soft open subset of (𝑋𝐴 , 𝑏1 ) such that 𝑄𝐴 ⊆ 𝑌𝐴 . Then 𝑃𝐴 ⊆ 𝑌𝐴 . Since 𝑃𝐴 is
strongly soft g closed, 𝑏2 [𝐼𝑛𝑡(𝑄𝐴 )] ⊆ 𝑌𝐴 . Since 𝑏2 is idempotent,𝑏2 [𝐼𝑛𝑡(𝑄𝐴 )] ⊆
𝑏2 [𝐼𝑛𝑡(𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )])] = 𝑏2 [𝐼𝑛𝑡(𝑄𝐴 )] ⊆ 𝑌𝐴 . Hence, 𝑄𝐴 is strongly soft g-biclosed.
3.6 Theorem: If 𝑃𝐴 is a strongly soft g-biclosed subsets of (𝑋𝐴 , 𝑏1 , 𝑏2 ) then 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )] − 𝑃𝐴
has no non empty soft closed subset of (𝑋𝐴 , 𝑏1 )

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Proof: Let 𝑄𝐴 be a soft closed subset of (𝑋𝐴 , 𝑏1 ) such that 𝑄𝐴 ⊆ 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )] − 𝑃𝐴 . Then
𝑃𝐴 ⊆ 𝑋𝐴 − 𝑄𝐴 . Since 𝑃𝐴 is strongly soft g-biclosed and 𝑋𝐴 − 𝑄𝐴 is an soft open subset of
(𝑋𝐴 , 𝑏1 ), 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )] ⊆ 𝑋𝐴 − 𝑄𝐴 . Hence, 𝑄𝐴 ⊆ 𝑋𝐴 − 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )]. Consequently, 𝑄𝐴 ⊆
(𝑋𝐴 − 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )]) ∩ 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )] = ∅𝐴 . Hence 𝑄𝐴 = ∅𝐴

3.7 Theorem: Let (𝑋𝐴 , 𝑏1 , 𝑏2 ) be a soft Bi-Cech Closure space. Then 𝑃𝐴 is a strongly soft g-
biopen subset of (𝑋𝐴 , 𝑏1 , 𝑏2 ) iff 𝑄𝐴 ⊆ 𝑋𝐴 − 𝑏2 [𝐼𝑛𝑡(𝑋𝐴 − 𝑃𝐴 )] for every 𝑄𝐴 is soft closed
subset of (𝑋𝐴 , 𝑏1 ) with 𝑄𝐴 ⊆ 𝑃𝐴

Proof: Let 𝑃𝐴 is strongly soft g-biopen. Let 𝑄𝐴 be a soft closed subset of (𝑋𝐴 , 𝑏1 ) such that
𝑄𝐴 ⊆ 𝑃𝐴 . Then 𝑋𝐴 − 𝑃𝐴 ⊆ 𝑋𝐴 − 𝑄𝐴 . Since 𝑋𝐴 − 𝑃𝐴 is strongly soft g-closed and 𝑋𝐴 − 𝑄𝐴 is
an soft open subset of (𝑋𝐴 , 𝑏1 ) , 𝑏2 [𝐼𝑛𝑡(𝑋𝐴 − 𝑃𝐴 )] ⊆ 𝑋𝐴 − 𝑄𝐴 . Therefore,𝑄𝐴 ⊆ 𝑋𝐴 −
𝑏2 [𝐼𝑛𝑡(𝑋𝐴 − 𝑃𝐴 )]. Conversely, Let𝑌𝐴 be an soft open subset of (𝑋𝐴 , 𝑏1 ) such that 𝑋𝐴 − 𝑃𝐴 ⊆
𝑌𝐴 . Then 𝑋𝐴 − 𝑌𝐴 ⊆ 𝑃𝐴 . Since 𝑋𝐴 − 𝑌𝐴 is a soft closed subset of(𝑋𝐴 , 𝑏1 ). 𝑋𝐴 −
𝑌𝐴 ⊆ 𝑋𝐴 − 𝑏2 [𝐼𝑛𝑡(𝑋𝐴 − 𝑃𝐴 )]. Consequently, 𝑏2 [𝐼𝑛𝑡(𝑋𝐴 − 𝑃𝐴 )] ⊆ 𝑌𝐴 . Hence 𝑋𝐴 − 𝑃𝐴 is a
strongly soft g-biclosed and so 𝑃𝐴 is strongly soft g-biopen.

3.8 Theorem: If 𝑃𝐴 is a strongly soft g-biclosed subsets of (𝑋𝐴 , 𝑏1 , 𝑏2 ) then 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )] − 𝑃𝐴

is strongly soft g-open

Proof: Suppose that 𝑃𝐴 is a strongly soft g-biclosed and Let 𝑄𝐴 be a soft closed subset of
(𝑋𝐴 , 𝑏1 ) such that 𝑄𝐴 ⊆ 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )] − 𝑃𝐴 . Bytheorem 4, 𝑄𝐴 = ∅𝐴 and hence𝑄𝐴 ⊆ 𝑋𝐴 −
𝑏2 [𝐼𝑛𝑡(𝑋𝐴 − (𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )] − 𝑃𝐴 ))]. By theorem 5, 𝑏2 [𝐼𝑛𝑡(𝑃𝐴 )] − 𝑃𝐴 is strongly soft g-
biopen.
IV. CONCLUSION AND FUTURE WORK
In this paper, we introduced strongly soft g-biclosed sets in Soft Bi-Cech Closure space.
Also we investigated the strongly soft generalized biopen (g-biopen) subsets of a soft Bi-
Cech Closure space. In future using these notions, we can investigate continuous and
irresolute mappings in soft Bi-Cech closure space.
REFERENCES
[1] E. Cech, “Topological Spaces”, Inter Science Publishers, John Wiley and sons,
Newyork,(1966).
[2] K. Chandrasekha Rao and R. Gowri, on Bi-Closure spaces. Bulletin of pure and applied
sciences, vol 25E, 171-175, (2006).
[3] K. Chandrasekhara Rao, R. Gowri and V. Swaminathan, αgs Closed sets in biCech
closure spaces ˇ , Int. J. Contemp. Math. Sciences, 3 (24) (2008), 1165-1172.
[4] ChawalitBoonpok, “Generalized Closed sets in Cech closed spaces”,
ActaUniversittatisApulensis, No.22, (2010), pp.133-140.
[5] ChawalitBoonpok, “Generalized Biclosed sets in BiCech closure spaces” Int. Journal of
Math. Analysis, Vol. 4, (2010), no. 2, 89 - 97

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[6] R. Gowri and G. Jagadeesan, “On Soft Cech Closure Spaces”, International Journal of
Mathematics Trends and Technology, Vol.9, (2014), 32-37
[7] R. Gowri and G. Jagadeesan, “Soft Generalized Closed sets in soft Cech Closure Spaces”,
Global Journal of Pure and Applied Mathematics, Vol 2, No.1, (2016), 909-916
[8]R. Gowri and G. Jagadeesan, “On Soft Bi-Cech closure spaces”, International Journal of
Mathematical Archive-5(11), (2014), 99-105
[9] R. Gowri and G. Jagadeesan, “Strongly Soft G-Closed and strongly Soft 𝜕-Closed Sets in
Soft Cech Closure Space”, IOSR Journal of Mathematics, Vol 12, (2016), PP 14-20.
[10] N. Levine, “Generalized closed sets in topology”, Rend. Circ. Mat. Palermo, Vol.19,
No.2, (1970), pp.89-96.
[11] C. Loganathan, V. Pushpalatha, “Circulant Interval Valued Fuzzy Matrices” Annals of
Pure and Applied Mathematics, Vol.16, 313-322, (2018)
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[13] D.N. Roth and J.W. Carlson, Cech Closure Spaces, KyungpookMath.J, Vol.20, 11-30,
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Development, Volume 2 Issue 6, (2019), 607-611

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THE INDIVIDUAL PASSION AND THE SOCIAL VALUE IN

THE REEF

1K. JAGANBABU
PhD Research Scholar
Bharathiar University, Coimbatore, Tamil Nadu
Email id: [email protected]

2DR. C. S. SENTHIL
Assistant Professor
PG & Research Department of English
Thiagarajar College, Teppakulam
Madurai – 625 009, Tamil Nadu
Email id: [email protected]
Abstract
Edith Wharton is a popular American woman novelist, short story writer, poet,
architect, and playwright. Her concentration in The Reef is on the aristocratic families of the
Old New York society, where she lived. Her novels have thus focused on the dark side of the
norms of the society. It is ascertained that if anybody who wishes to live into modernity but
living with the rigid followers of the mores of the society, he or she becomes the victim of the
codes. Wharton also mirrors the condition of the American and the European cultures in
some of her novels. In most of her novels, she constructs women as protagonists and they
become victims of the society eventually. Though the novelist centres women as protagonists,
in certain novels, she has not failed to give importance to men. The present study deals with
Wharton’s triangular love failure story in the novel titled The Reef. This novel delves into the
love affair of a man and two women in the lands of the United Kingdom and France.
They are going to be denied by their social standards because of the human follies and their
social values. This paper also discusses Wharton’s personal touches in the novel through
the individuals like George Darrow, Anna Leath, and Sophy Viner. Besides discussion, this
article throws light on psychological and sociological theories that unravel how the major
characters become victims.

Keywords: triangular love, struggle, desire, decline, and society.

Edith Wharton’s The Reef is regarded as a triangular love story, Jamaican form of a
novel, Wharton-Fullerton love based story, etc with the Franco-American social set up. The
novel’s setting is in a small remote place called Chateau, Givre in France. Givre has a very
small social group with its own limitations. These backgrounds are compared to Wharton’s
own life. For example, The French chateau is compared to Wharton’s own house named ‘The
Mount’; Darrow is compared to Fullerton, her European lover; and Anna, an American born
European settled woman, is compared to Wharton. The protagonists of the novel, Anna and
Darrow are basically descendants of America and they have settled in France and the United
Kingdom. Likewise, the scenes of the novel are also closely related to her own life in
America and Europe in all aspects. The novel emphasises the struggle between
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the individual passion and the upper-class social values in the form of a social clash between
the continents. Walton appropriately says it as “The Reef is mainly concerned with individual
conflict against a Franco-American upper-class background (23).

The Reef was published in 1912. Edith Wharton gives importance of America and the
Europe between the period of “1900s and 1920s” in the novel. She portraits her own society’s
martial traditions and the male-centred marriage systems. The Reef starts with Anna Leath’s
telegram to George Darrow, informing him not to come to France. Darrow is an American
diplomat who is residing in London. Anna is also an American who is living in a
small Chateau at Givre in France. They were the natives of Old New York and loved each
other already. They had an improper romantic and sexual relationship in their early times. At
that time, each other had a fatal destiny and they were divided by it. Later, she was
engaged to Fraser Leath and he was appointed an American ambassador to London.

Sophy Viner is a juvenile gentle lady. She is working as a Secretary to Mrs. Murrrett.
Darrow meets Sophy in her working place and they are developing their deep relationship.
She expresses her wish to him that she wants to become an actress. She even adds that it is
her determination to begin her new life in France. Darrow promises her to bring to Paris for
knowing about the city. Due to Anna’s wild and irritated outwardness on Darrow, he
develops his relationship with Sophy. When they stay in a hotel, they have accomplished
their affiliation.

After a few months, Darrow goes to Anna’s Chateau in order to meet her. In their
meeting, they express their reminiscence about their past life in America. Their new hope has
been expressed as “the light and shade of old memories and new hopes playing variously on
her, and each step giving him the vision of a different grace” (Wharton 354). They have
discussed their new life in Europe and talked about her step-son, Owen Leath. Dowager
Marquise de Chantelle, the grandmother of Owen, wants grandson’s marriage. But he is
against her wish and he says about his desire for marrying Sophy. She has been now
appointed a caretaker of Effie, a young daughter of Anna in Givre. Both the engagements
between Darrow and Anna and Owen and Sophy are arranged. Later, they are identified as
the triangular characters in the novel. Kaye describes this complex love between them as “the
explicit triangular struggles of Darrow, Anna, and Sophy, there is the one among Darrow,
Owen, and Anna and another linking Darrow, Owen, and Sophy” (878).

When Sophy meets Darrow, she requests him not to share anything about
her previous job with the Marquise family. So Darrow comes to know about the marriage
between Owen and Sophy. However, he is shocked at once on hearing the marriage deal, but
he comes to normal very soon. He asks to avoid her marriage with Owen. He tries to convey
his thinking of love to her as “I’ll tell you exactly what I meant. You’ll be wretched if you
marry a man you’re not in love with” But she blames him as “You’re mistaken—you’re quite
mistaken” (Wharton 501).

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After he has not received any favourable responses from her, he then immediately
meets Anna for informing his past relationship with Sophy. Anna poses so many questions to
learn about Sophy. While she is asking, she never minds her step-son. He speaks to the
Marquise regarding stopping the marriage. She shares Darrow about the true condition of the
culture between America and France for she does not accept their marriage as:

‘They tell me things are very much changed in America . . . Of course in my

youth there was a Society’ . . . She had no desire to return there: she was sure
the standards must be so different. ‘There are charming people everywhere . . .
and one must always look on the best side . . . but when one has lived among
Traditions it’s difficult to adapt one’s self to the new ideas . . . These dreadful
views of marriage . . . it’s so hard to explain them to my French relations . . .
I’m thankful to say I don’t pretend to understand them myself! But you’re an
Everard—I told Anna last spring in London that one sees that instantly’ . . .
(Wharton 449)

As Owen’s grandmother dislikes the marriage, Darrow approaches her easily. He

convinces her by saying that Sophy does not have a great sense of respect. In addition, he
says that she is unfit to the traditional Givre. His complete intension of stopping the
marriage is revealed in the scene. Darrow’s argument with Sophy and Mrs. Marquise is
clearly written as:

A disreputable woman like Sophy must not be permitted to taint the sacred
atmosphere of Givre. Such a person must be removed. Quietly, so that his own
complicity in Sophy’s fall will not be exposed, Darrow tries to bride, coax,
and cajole Sophy into breaking her engagement. His final argument with
Sophy is an attempt to convince her that ‘you’ll be wretched it you marry a
man you’re not in love with’. (Whershoven 103)

During Darrow’s attempts regarding his marriage with Anna, he informs her that after
their marriage, he would like to settle in South America with her. His words heal Anna
greatly as:
“Wharton states the real feelings of Anna as “Anna was ready to follow where
he led, and not reluctant to put new sights as well as new thoughts between
herself and her past” (435) and as the words of Darrow on Anna is “she
enjoyed the flavour of the word more than she felt the weight of the fact”
(451).
In the meantime, the Marquise seeks suggestions from her old family friend, Adelaide
Painter. She accepts the marriage between Owen and Sophy. The Marquise understands the
betrothal couple’s wishes and the old family friend’s words. Miss Adelaide expresses her
various understanding of the society and her long narrative examples pave the way for
clearing the obstacles of the two marriages. “When I say that if you part two young things

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who are dying to be happy in the lawful way it’s ten to one they’ll come together in an
unlawful one? I’m insinuating shocking things against you...” (Wharton 509-510).

But unfortunately, Sophy would not like her engagement with Owen. Hence, she has doubted
on Sophy’s activities.

Thus, there are a lot of controversial talks between them because of her decision and
Adelaide’s doubts about her relationship with Darrow. When their conversation becomes an
argument, she unfolds her past relationship with Darrow and this message has reached Anna.
Darrow tries to convince Anna by saying that their relationship is a short one and at present
there is no continuity in it. Despite it, Anna does not satisfy with his speech. Her
indispensable fear is increasing her doubts about her future life with him. Though Anna hates
him for his past relationship with Sophy, she is unable to leave him. But still, Anna’s anger is
continuing on Sophy. The divine sense of power and qualities of Anna’s confusions, jealousy,
and doubts are exposed as “a man in love may be flattered by such involuntary betrayals, that
there are moments when respect for his liberty appeals to him less than the inability to respect
it: moments so propitious that a woman’s very mistakes and indiscretions may help
to establish her dominion” (Wharton 441).

In the end, Sophy joins her previous employer, Mrs. Murrett and leaves for India. Her
sister told them this as “Sophy’s gone to India with Mrs. Murrett” (Wharton 618). Anna
thinks to forget Darrow yet she fails in her several attempts. She is unlucky and emotionally
uncontrollable woman at last. She is thus the victim of the novel. Her inspired life is taken by
the society. Anna’s sensitiveness is aptly referred as “Mrs. Leath is a woman of the finest
sensitivities and that the affair occurred at a time when she had every reason to believe
Darrow attentive to herself” (Auchincloss 572). The heartbroken Owen leaves for Spain.
Finally no one gets whatever they desire in their lives.

Wharton speaks through the character of Darrow about the sacrifice of Darrow and
Anna’s love as:

Darrow had been right in saying that their sacrifice would benefit no one; yet
she seemed dimly to discern that there were obligations not to be tested by that
standard. She owed the repetition f such scenes; and she had learned that it
was beyond her power to do so while they were together. Yet when he had
given her the chance to free herself, everything had vanished from her mind
but the blind fear of losing him; and she saw that he and she were as
profoundly and inextricable bound together as two trees with interwoven
roots. (Wharton 614)

The indulgence of her culture is well understood while analyzing the novel. So, The
Reef is based on the story of an individual’s passion on love. But the passion is shown by

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Darrow or Anna or Sophy or Owen, their desire become declined and unsuccessful at the end.
The totality of social value is represented by Marquise de Chantelle. She has clearly
expressed the transparent condition of New York and France.

It is quintessential to understand the various causes on the individuals who become

the victims of the novel and hence the different stages of the family theory have been applied
to find the objectives of the research. The main theme of the novel, “the individual passion
and the social values” is verified under the psychological proposition of the family theory.
Darrow, Anna, and Sophy are the main victims of the novel. The love between Darrow and
Anna and Darrow and Sophy make their love as a triangular one. Sigmund Freud’s The
Interpretation of Dreams reveals that mind is function as multiple layers. This concept has
been applied and it describes the character Darrow. He involves in two sets of love: one with
Anna in America and the second love with Sophy in England. His act of unstable mind is the
cause of his unsuccessful life. When his love with Sophy comes to know to Anna, she has
cancelled her marriage idea with him and her plan of her son’s marriage with Sophy is also
cancelled soon. Through this, it is made clear that the sufferings of the individuals are
reasoned of their minds.

The second proposition of the family theory is sociological. It traces Wharton’s

biography. Her life is a reflection of her own society through Anna. Wharton’s life is all
about how she was affected by her marriage with Teddy Wharton; how she had connected
with Mark Fullerton; and how she was settled in France at last is unveiled in this novel.
William Josiah Goode’s The Family (1964) expresses the members of the family is basically
structured into three stages as husband and wife, parents and children, and family and society.
The most important of the study is the third stage i.e. family and society. This stage is
represented by Madame de Chantelle and the French society. When her family members have
their own passion, it cannot be satisfied in their lives, because of the social values which have
forbidden their modernity into the family values in the society. The de Chantelle’s family is
well connected with the French norms, though she was born in America, after her marriage
with the de Chantelle’s family. Hence the standards of the society play a major role than an
individual’s desires in The Reef.

Works Cited
• Auchincloss, Louis. “Edith Wharton.” Twentieth-Century Literary Criticism, ed. by Sharon
K. Hall, Vol. 3, Gale Research Company, 1980.
• Kaye, Richard A. “Edith Wharton and the “New Gomorrahs” of Paris: Homosexuality,
Flirtation, and Incestuous Desire in The Reef.” Modern Fiction Studies, Vol. 43, No. 4,
Winter 1997, pp. 860-597.
• Walton, Geoffrey. Edith Wharton: A Critical Interpretation. Fairleigh Dickinson University
Press, 1970.
• Wershoven, Carol. The Female Intruder in the Novels of Edith Wharton. Fairleigh
Dickinson University Press, 1982.
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• Wharton, Edith. Novels: The House of Mirth, The Reef, The Custom of the Country, The
Age of Innocence. The Library of America, 1940.
• Freud, Sigmund. The Interpretation of Minds.

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A STUDY ON CUSTOMER PREFERENCE AND SATISFACTION TOWARDS

JEWELLERY INKANNIYAKUMARI DISTRICT

M.AMUTHA ANGEL
Research Scholar
Department of Business Studies, Centre for Research
Scott Christian College (Autonomous), Nagercoil
Affiliated Manonmaniam Sundaranar University,Tirunelveli - 627012
Dr.E.Joseph Rubert
Research Supervisor
Department of Business Administration
St.Jerome’s College,Anandhanadarkudy
Dr.Remila Jann
Co – Supervisor
Department of Business Studies
Scott Christian College (Autonomous),Nagercoil

ABSTRACT

Customer Preference are expectations, likes, dislikes, motivations and inclinations that drive
customer purchasing decisions. Customer preference can be measured by their satisfaction with a
specific item, compared to the opportunity cost of that item since whenever you buy one item,
you forfeit the opportunity to buy a competing item. The preferences are dictated by personal
taste, culture, education and many other factors such as social pressure from friends and
neighbors. The Study deals with Customer Preference and Satisfaction towards Jewellery in
Kanniyakumari District. And also, to study the Demographic and Economic factors influencing
customer behaviour. Customer Satisfaction towards various jewellery models, designs, type of
jewellery and their buying pattern. The researcher has selected 150 customersfor the present
study. The researcher used both primary andsecondary data for the analysis.A questionnaire was
used by the researcher for collecting data. Thestatistical tools have been used for the analysis.

INTRODUCTION

Customers Preference are individual tastes, as measured by utility of various bundles of goods.
Subjective tastes of individual consumers measured by their satisfaction with those items after
they’ve purchased them.

OBJECTIVES OF THE STUDY

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1. To study the customer preference and satisfaction towards purchase of jewellery.

2. To identify the marketing strategies of intermediaries in Jewellery industry in Kanniyakumari
District.
3. To give suggestions for the improvement of jewellery products.
METHODOLOGY
PRIMARY DATA
Structured questionnaire and formal interviews would be used and applied for gathering
details from the respondents.
SECONDARY DATA
Secondary data was collected from different sources like previous reports, books,
journals, magazines and so on.
SAMPLE SIZE
A sample size of 150 customers was chosen for the study
TOOLS OF ANALYSIS
The statistical tools were selected on the basis of the objectives of the study and also the nature
of data included for the analysis and it was tabulated and analyzed.
AREA OF THE STUDY
The study covers only the area of Kanniyakumari District
ANALYSIS AND INTERPRETATION
TABLE: 1.Frequency Distribution of Gender of Respondents

S. No. Gender Frequency Percent

1 Male 40 26.6

2 Female 110 73.3

3 Total 150 100.0

Source: Primary data

The above table shows that 73.3per cent of the customers are female and 26.6 per cent of the
customers are male. Compared to Male customers, Female customers are higher in
representation.

HYPOTHESIS I

Null Hypothesis: There is no significant difference between Genderof Respondents with respect
to Type of jewellery

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Table:2. Student t test for significant difference between Genders of Respondents with
respect to Type of jewellery

Gender of Respondents

Sl.No. Particulars Male Female t Value P Value

Mean SD Mean SD

1 Type of jewellery 1.00 .000 1.70 .644 7.678 0.000**

Source: Statistically analyzed data

Note: ** Denotes significance at 1 % level

The above table indicates that based on Mean score, Female customers (1.70) have more
concern on the Type of jewellery than the male customers. Since P value is less than 0.01, the
null hypothesis is rejected at 1 per cent level of significance. Hence there is significant difference
between male and female customers with respect to Type of jewellery.

HYPOTHESIS II

Null Hypothesis: There is no significant difference between Gender of Respondents with respect
to Features considered buying gold jewellery

Table: 3. Student t test for significant difference between Types of Family of Respondents
with respect to Frequency of buying jewelers

Type of Family of Respondents

Sl.No. Particulars Nuclear Joint t Value P Value

Mean SD Mean SD

1 Frequency of buying jewelers 2.27 .583 4.17 .555 16.600 0.000**

Source: Statistically analyzed data

Note: ** Denotes significance at 1 % level

The above table indicates that based on Mean score, customers from Joint family have
more concern on Frequency of buying jewelers than the customers from Nuclear family. Since P
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value is less than 0.01, the null hypothesis is rejected at 1 per cent level of significance. Hence
there is significant difference between Nuclear and Joint family customers with respect to
Expectation.

HYPOTHESIS III

Null Hypothesis: There is no significant difference between Type of Familyof Respondents with
respect to Occasion of buying gold jewellery

Table:4. Student t test for significant difference between Marital Statusof Respondents
with respect to Most preferred jewellery design

Marital Status of Respondents

Sl.No. Particulars Married Unmarried t Value P Value

Mean SD Mean SD

1 Most preferred jewellery design 2.42 .796 4.039 .930 14.437 0.000**

Source: Statistically analyzed data

Note: ** Denotes significance at 1 % level

The above table indicates that based on Mean score, Unmarried customers have more
concern on preferring jewellery design than the Married customers. Since P value is less than
0.01, the null hypothesis is rejected at 1 per cent level of significance. Hence there is significant
difference between Married and Unmarried customers with respect to Most preferred jewellery
design.

FINDINGS

• The satisfied customers are mostly Female for purchasing Jewellery products
• Customers mostly prefer designs, quality and priceof Jewellery products
• Customers purchase Gold Jewellery as an Investment
SUGGESTIONS

.Customers are satisfied by the price, design and quality of the product. The retailers can attract
more customers by providing quality products. The design and price of the product will easily
attract the customers and influence the buying behavior of customers. At the time of some

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special occasions such as Marriage days and other festival season, the customers wanted more
offers. The offers and discounts can also be provided in the Branded retailers to get more
customers towards them.

CONCLUSION

Several goods and products are available in the market and customers are buying goods
and products every day. But buying Jewellery is unique and it is a special activity of every
family of India. Several Jewellery shops are selling Gold Jewellery in the market. Various types
and designs of Jewellery available with different Quality in the market to meet the demand of the
consumers. Based on the above the customer preference and satisfaction towards jewellery has
played a significant role.

REFERENCES

• PhilipKotler, Marketing Management, Prentice Hall of India pvt Ltd, New Delhi. July
2001, p.176-177.

• Gupta,S.P.Statistical Methods, Sulthan Chand & Sons, New Delhi,1991,pp.E8-28.

• Leon.G.Schiffaman and Leslic Lazar Kanuk. Consumer Behaviour, PHI Learing, Pvt Ltd,
New Delhi,2009, p.238.

• Dr.L.Natarajan, Consumer Behaviour , Margham Publication, Chennai,.2012

• Lakshmi Priya M. and Suganya (2009) “A Study on Customer Preference and

Satisfaction towards Gold Jewellery” RVS Journal of Management 1, no 1, 2009, pp 26-
35.

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Adsorption of methylene blue dye using activated carbon from the Rubber seed shell

SHINING VINIL PRIYA T

Reg. No.19123282032004, Ph.D Research Scholar
Department of Chemistry & Research Centre, Women’s Christian College, Nagercoil, India
Affiliated to Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli - 627 012, Tamil Nadu
HELEN D
.Assistant Professor, Department of Chemistry & Research Centre
Women’s Christian College, Nagercoil,
Affiliated to Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli - 627 012, Tamil Nadu

Abstract

The removal of methylene blue by activated carbon of rubber seed shell by Ammonium
chloride activation was investigated in the present study. Adsorption studies were performed
by batch type adsorption experiments.The effect of pH, adsorbent dose, contact time on MB
removal were examined .The equilibrium adsorption data were analysed using Langmuir,
Freundlich ,Temkin isotherms. The characterization of the adsorbents were carried out using
FTIR, XRD, TG/DTA analyser. The results showed that , RSS is a very good adsorbent for
the removal of MB from the aqueous solution.

Keywords: Pollution, Methylene blue, Adsorption isotherms, Adsorbent, Aqueous solution.

INTRODUCTION

The world has been industrialised and population has grown ,water become more vital and
essential. The effect of this rapid growth has been resulted in environmental problems. There
are many types of pollution ,which includes water pollution also. All pollutants come from
manufacturing factories such as textile, petroleum pesticides , municipal waste and food
adulteration industries.(Zollinger, 1987)

In this modern world the synthetic dyes are being used extensively in textile and paper
industries .In contrast to the natural dyes ,the synthetic dyes are non –degradable to micro –
organisms which are toxic. Another potential environmental problem with the waters
contaminated with dyes is the colour of the water blocks(Bhatnagar and Jain 2005). Therefore
dyeing wastes need to be treated before discharge into the environment (Robinson et al.,
2002).There are several methods for dye removals such as adsorption, oxidation– ozonation
,coagulation and biological methods. (Juang et al., 1997 ; Waranusantigul et al., 2003 ;Erin
and Afsin 2008).

Adsorption onto activated carbon has been found to be superior for wastewater treatment
compared to other physical and chemical techniques (Tan et. al., 2008). Activated carbon is
the most popular and widely used adsorbent because of high adsorption efficiency for the
organic compound (Jameel et al 2010).The sorbent used in this study was the shell of seed of

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the rubber tree (Hevea brasiliensis).H.brasiliensis belongs to the family spurge or

Euphorbiaceae.(Oladoja et al., 2007)

In the present study, activated carbon prepared from Rubber seed shell have been used as an
adsorbent for dye removal of MB. The effects of operating parameters such as pH, contact
time , adsorbent dosage were studied. The adsorption isotherm studies were performed using
three different isotherm equations(Langmuir, Freundlich ,Temkin).

2. MATERIALS AND METHODS

2.1Adsorbate

Methylene blue (C16H18clN3S), the sorbate used in the present study, is a

monovalent cationic dye (Oladoja et al) . Absorbance of methylene blue at λmax = 661nm
(100 ppm MB) spectrum measured on a UV-VIS spectrophotometer in water is given below
in Fig 1. A stock solution of 1000 ppm was prepared by dissolving dye in water.
Concentrations ranged between 10 and 100 ppm were prepared from the stock solution

Fig1: Absorbance of MB at λmax = 661nm

2.2 Adsorbent

Rubber seed shells were collected from the rubber estate. The Activated carbon was
prepared from rubber seed shells .The shell was soaked in saturated solution of ammonium
chloride and heated for 2hrs at 5000c in a muffle furnace.(Ishak et.al 1995)The activated
carbon obtained was powdered and sieved.
2.3Batch adsorption experiments
The effects of pH, contact time ,adsorbent dosage and initial dye concentration were
investigated using 1g of each adsorbent except for adsorbent dosage experiments where
various amounts were used. In all cases residual concentrations of MB after equilibration
were measured at 661nm wavelength using UV/ Visible spectrophotometer.
2.4Adsorption isotherms

In order to determine the sorption isotherm 100mg to 250 mg of the RSS was brought
into contact with 100ml of the MB dye solutions of varying concentrations (20-100 ppm).The
equilibrium concentration was determined at 120 minutes. After the equilibration period ,the

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concentration of the filtrate was measured using UV-Visible spectrophotometer. The amount
of dye adsorbed was calculated.

2.41Langmuir Isotherm

The Langmuir isotherm assumes that adsorption occurs on a homogeneous monolayer

surface containing sites with uniform energy with a finite number of identical sites. It also
assumes there is no interaction between the adsorbed molecules (Xing et al.,2010).
Langmuir adsorption isotherm equation can be expressed as
x a b ce
=
m 1 + bce
Where,
x = amount of dye adsorbed at equilibrium state, m = weight of adsorbent used ,b =
Langmuir parameter, Ce(mgL-1) =Equilibrium concentration of dye , a =constant.
The equilibrium data of the removal of the dyes by adsorption basis i.e., Rubber seed shell
carbon has been concurrent with Langmuir isotherm.
2.42 Freundlich Isotherm
The Freundlich expression is for a multilayer sorption to occur and it is an empirical
equation for adsorption on heterogeneous surface with a non-uniform distribution of heat of
adsorption over the surface (Xing et al.,2010)
The Freundlich adsorption isotherm equation can be expressed as
Log (x/m)= logkf +1/n log ce
Where,
qe(mg g-1)=Adsorption capacity, Kf(mg/L)= Freundlich constant related to adsorption
capacity of adsorbent , n = Freundlich exponent related to adsorption intensity, Ce(mg L-1)
= Equilibrium concentration of substrates in the solution

2.43 Temkin Isotherm

This isotherm contains a factor that explicitly taking into the account of adsorbent –
adsorbate interactions. By ignoring t

he extremely low and large value of concentrations, the model assumes that heat of
adsorption (function of temperature) of all molecules in the layer would decrease linearly
rather than logarithmic with coverage. As implied in the equation ,its derivation is
characterized by a uniform distribution of binding energies was carried out by plotting the
quantity sorbed qe against lnCe and the constants were determined from the slope and
intercept.The model is given bT the following equation.( Tempkin and Pyzhev 1940)
qe =RT/ b ln (AT Ce)

RT RT
qe = ln AT + ln ce
bT BT

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RT
B=
bT
qe=B lnAT +B ln Ce
AT=Temkin isotherm equilibrium binding constant (L/g), bT=Temkin isotherm constant,
R=Universal gas constant (8.314J/ mol / K) T=Temperature at 298K. B=Constant related to
heat of sorption (J/ mol).

2.5 Characterisation
IR spectra were recorded on a Fourier Transform Infrared Spectrometer using
(Bruker,AlphaT,Germany) KBr pellets. The XRD measurements were carried out using
(Ultima IV)X-ray diffractometer.TG /DTA were carried out using (TG/DTA
SIINT6300,Japan) TG/DTA analyser

2.51 Physico –Chemical properties of adsorbents.

Moisture content was determined gravimetrically by oven drying 1g of adsorbent at 110oc

for 12 h. Ash content was determined by igniting 1g of oven dried samples of adsorbent at
500o C for 4hours.pH was measured using Elico pH meter on a sample (1g) dispersed in
deionised water( 50 ml) and shaken for 30min.Decolourising power of the carbon sample is
expressed in conditions of milligrams of MB adsorbed by 1g of carbon samples.

3.Results and discussion

3.1Effect of pH on adsorption of MB dye

100

95

90
% of dye removal

85

80

75

70

65 2 4 6 8 10
pH

Fig 3.1 Effect of pH

The PH is the significant factor which controls the adsorption process particularly
for cationic dyes. To each of nine reagent bottles 100 ml of 100 ppm methylene blue solution

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was taken and 1.0 gram of the carbon was added. The effect of solution of pH of MB dye
adsorption has been studied by varying pH on MB dye Solution from 2 to 12 using 0.1 N
NaOH and 0.1N HCl.(Hameed,Krishni,&Sata,2009).Each bottle was allowed to undergo
shaking for 1 hour. After shaking the solutions were filtered and the absorbances of the
filtrates were measured. From the initial and final absorbances the percentage of dye removal
was calculated . The maximum adsorption of MB dye takes place to the extent of 98 -99% for
RSS in the range of pH 7-8.

3.2 Effect of adsorbent dose on the adsorption of MB dye

100

80
% dye removal

60

40

20

0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6

Carbon dose (g)

Fig 3.2 Effect of adsorbent dose

Effect of adsorbent, dose on removal of dye was studied by varying the dose of adsorbent
(0.25 to 1.5 gram ). By keeping the initial dye concentration to 100 ppm the test solution was
equilibrated using rotatory mechanical shaker for two hours. After equilibration the
absorbance of the filtrate was measured UV-Visible spectrophotometer. The maximum
adsorption of rubber seed shell was found to be 94.88 % with carbon dose of 1.5g per 100 ml
of 100 ppm dye solution. As ordinary, the percentage sorption of the dye increased with
increasing adsorbent dosage.

3.3Effect of contact time:

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110

100

90

80

70

% dye removal
60

50

40

30

20

10

0 0 20 40 60 80 100 120 140 160 180 200

Contact time (min)

Fig 3.3 Effect of contact time

The adsorption experiments were conducted by varying the contact time (10-150minutes) at
fixed optimal initial concentration of dyes with a fixed dose of adsorbent and particle size.
In a series of reagent bottles 100 ml of 100 ppm methylene blue dye solution was taken and
carbon dose of 1g of carbon powder was added. These bottles were agitated in a thermostatic
mechanical orbit shaker and at different time intervals bottles were removed from the shaker
and kept for settlement. Then the supernatant liquid was subjected to absorbance
measurements. The adsorption increased with increase in contact time.

3.4.Sorption isotherms
The adsorption capacity and other parameters were evaluated using Langmuir ,Freundlich
and Temkin isotherm models.
3.41 Langmuir isotherm

6 y = 2.2127x + 1.8344
R² = 0.8936
5
Ce/Cx/m

0
-0.5 0 0.5 1 1.5 2 2.5
Ce

Fig 3.41 Langmuir isotherm for adsorption of MB

RL that is given below ,RL=[1/ (1+bq0)]

Where , Co is the initial dye concentration in solution ( L mg-1) and b is the Langmuir
constant(Lmg-1). The value of RL indicates the type of the isotherm to be either
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favourable(0<RL<1), unfavourable(RL>1), linear (RL=1) or irreversible(RL=0) (Ren Jian –

min et al.,2010). The RL was found to be 0.1687 this showed that the adsorption process is
favourable. KL (Langmuir isotherm constant) is 0.2463 Lmg-1, R2 value is 0.8936 proving
that the sorption data fitted well to Langmuir Isotherm model.

3.42Freundlich Isotherm

0
-0.1 0 0.1 0.2 0.3 0.4
-0.1

-0.2

-0.3
log x/m

y = 0.3992x - 0.6105
-0.4
R² = 0.653
-0.5

-0.6

-0.7

-0.8
log Ce

Fig3.42 Freundlich isotherm for adsorption of MB

Linear plot of logqe versus log Ce showed that the adsorption of MB follows the Freundlich
isotherm( fig3.42).The value of Kf and n were calculated from the intercept and slope of the
plot . The scale of the exponent (n) gives an indication of the favourability and Kf the
capacity of the adsorbent / adsorbate. The value of kf is obtained from the intercept of (log k)
and the slope 1/n indicates sorption intensity.
The value of the constant (n) in Freundlich model being smaller than 1,implies that the
adsorption process of the dye on the surface is favourable. (Khenif et al., 2007).
3.43Temkin isotherm

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0.35

0.3
y = 0.1002x + 0.2495
0.25
R² = 0.6856
0.2
qe

0.15

0.1

0.05

0
-0.4 -0.2 0 0.2 0.4 0.6 0.8 1
ln Ce

The value of correlation coefficient R2 obtained from Temkin isotherm was found to be
(0.685 ) constant b ( 418.99 J/mol) which showed that the process is exothermic.

Table- 1. Langmuir ,Freundlich and Temkin parameters of adsorption isotherms

Langmuir Isotherm Freundlich Isotherm Temkin Isotherm

R2 RL KL(L/mg) R2 KF(L/mg) n R2 AT bT
(L/mg) ( J/mol)
0.8936 0.1687 0.2463 0.653 0.543 0.3992 0.6858 2.49 418.99

4.Characterisation of adsorbents

4.1 IR Spectra

D:\2020\FTIR\Internal\Anand 18.2.2020\RS.0 1/10/2009 6:52:29 PM

99.0
98.5
98.0
Transmittance [%]
97.0 97.5
96.5
96.0
95.5

3500 3000 2500 2000 1500 1000

Wavenumber cm-1
Page 1 of 1

Fig 4.1 FTIR spectrum of RSS

C-H bending for acetylenes and mono substituted acetylenes occurs at 650- 610 cm-1. For
aromatic compounds the most characteristic C=C bands are at 1600, 1580, 1500 and 1450

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cm-1. If there is no absorption in this region , it is a fair proof that the compound is not
aromatic. The various C-H bending vibrations in alkane appeared in the region
1485-1340cm-1.Congugated dienes which formed a symmetrical molecule as butadiene
shows one bond near 1600cm-1 .

4.2 TG / DTA

50.00
95.00

45.00
90.00

40.00
85.00

35.00 80.00

75.00
30.00
DTA uV

70.00 TG %
25.00

65.00
20.00
60.00

15.00
55.00

10.00 50.00

5.00 45.00

40.00
100.0 200.0 300.0 400.0 500.0 600.0 700.0 800.0
Temp Cel

Fig 4.2 TGA of RSS

Activated carbon of RSS was decomposed at 1000C and the weight remains constant up to
300oC .The TGA profile shows typical weight loss pattern for the RSS and complete
degradation on starts around 3700C and by 8000C the degradation is complete. DTA is a
thermo analytic technique that is similar to differential changes in the sample, either
exothermic or endothermic can be detect relative to the inert reference (Bhadeshia et
al,2002).The DTA curve for exothermic change is shown in fig .4.2

4.3 XRD Patterns

Fig 4.3 XRD spectrum of RSS

X-ray diffraction analysis is shown in figure 4.3. It establishes the amorphous nature of
activated carbon

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4.4 Physico –Chemical properties of adsorbents

The pH of RSS carbons indicated that they are not too basic or too acidic and are very
nearer to neutral (7.2). The solubility of carbon in acid is higher (1.5582) than that of their
solubility in water (0.763). The ash content of the adsorbent is 0.9072 %. The moisture
content of the carbon is 42.3%. Bulk density of the carbon is 0.5338 g/ml. Decolourising
power of the adsorbent is 37.5 mg/g.
5 .Conclusion

The present study has shown the efficiency of Rubber seed shell for the removal of MB dye
from aqueous solutions. The Rubber seed shell activated carbon were purified ,sampled and
characterized by XRD,FTIR spectroscopy and TG/DTA. The adsorption was influenced by
various parameters such as pH, contact time and adsorbent dosage. The removal efficiency
increased with increasing of adsorbent dosage, contact time and pH . Even at low cost
adsorbent of Rubber sheed shell , more than 94.88 % of the dyes were removed from the
solution. Langmuir , Freundlich and Temkin adsorption isotherm models were used for the
report of the adsorption equilibrium of MB dye onto activated carbon of Rubber sheed
shell. The functional groups on the activated carbon obtained were determined as C-H
bending an alkenes and alkanes through FTIR spectrum. The adsorption process followed
Langmuir isotherm with high value of R2 (0.8936) as compared to Freundlich (0.653) and
Temkin (0.6856) isotherms .

References

• Bhadeshia H.K.D.H. “Thermal analysis techniques. Differential thermal analysis”.

University of Cambridge, Material science and Metallurgy.www.msm.Cam.ac.uk/
phase –trans /2002/Thermal i.pdd.
• Bhatnagar, A., and Jain A.K , A comparative adsorption study with different industrial
wastes as adsorbents for the removal of cationic dyes from water, J. Colloid Interface
Sci., 281, 49 (2005)
• Chung, K.T., Fulk G.E. and Andrews A.W., Mutagenicity testing of some commonly
used dyes, Appl. Environ. Microbiol., 42, 641 (1981)
• Erin, E. and B. Afsin, 2008. Investigation of a basic dye absorption from aqueous
solution onto raw and pre-treated betonies surfaces. Dyes and Pigments, 76(1): 220-
225.
• Hameed, B.H., Krishni,R. R.,&Sata ,S.A (2009).A novel agricultural waste adsorbent
for the removal of cationic dye from aqueous solutions. Journal of Hazardous
Materials,162,305-311.doi:10.1016/j.jhazmat.2008.05.036
• Ishak Z. A. M & Bakar A .A, Eur Polym J, 31 (3) (1995) 259 .An investigation on the
potential of rice husk ash as fillers for epoxidized natural rubber(ENR).
• Jameel, M.M., H.A. Adnan and A.A. Esam, 2010. Study of removal of Pb, Zn, Cu and
Ni Ions from Iraqi factories waste water using local porcelanite rocks, National J. Of
chem., 39: 445-454.
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• Juang, R.S., F.C. Wu and R.L. Tseng, 1997. The ability of activated clay for the
adsorption of dyes from aqueous solutions. Environ Technol J., 18(5): 525-531.
• Khenif, A., Z. Bouberka, F. Sekrane, M. Kameche and Z. Derriche, 2007. “Sorption
study of an industrial dye by an organic clay”. Adsorption, (2007) 13(2): 149-158
• Oladoja N.A., I.O.Asia.,C.O.Aboluwoye (2007) ‘‘Studies on the Sorption of Basic
Dye by Rubber seed shell’’.(144).
• Ren Jian-min, Wu Si-Wei and Wei Jin, 2010. Adsorption of crystal violate onto BTEA
and CTMA betonies from aqueous solutions, World academy of Science, Engineering
and Technology, 41: 790-795.
• Robinson, T., B. Chandran and P. Nigam, 2002. Removal of dyes from asynthetic
textile dye effluent by biosorption on apple pomade and wheat straw. Water Research,
36(11): 2824-2830
• Zollinger, H. (1987). Colour Chemistry-Synthesis, Properties of Organic Dyes and
Pigments. VCH Publishers, New York, 92-100.
• Tan I. A. W., Ahmad A. L., Hameed B. H., (2008), "Adsorption Of Basic Dye Using
Activated Carbon Prepared From Oil Palm Shell: Batch And Fixed Bed Studies",
Desalination 225, pp. 13-28
• Tempkin, M.I. Pyzhev V, Kinetics of ammonia synthesis on promoted iron catalyst,
Acta Phys. Chim. USSR 12 (1940), 327–356.
• Xing, Y., Liu, D. & Zhang, L. P. (2010). Enhanced adsorption of Methylene blue by
EDTAD-modified sugarcane bagasse and photo catalytic regeneration of the
absorbent. Desalination, 259, 187-191

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EVALUATION OF CUSTOMERS’ PERCEPTION ON GREEN BANKING PRACTICES

IN SELECTED PUBLIC SECTOR BANKS IN TAMILNADU

* Dr. S. Chandrasekaran
Assistant Professor in Commerce, Post Graduate & Research Department of Commerce, Vivekananda College,
Tiruvedakam West, Madurai - 625 234.

**Sri. M. Narayanan
Research Scholar, Post Graduate & Research Department of commerce, Vivekananda College,
Tiruvedakam west, Madurai – 625234.

Abstract
The concern for environmental sustainability by the banks has given rise to concept of Green Banking. The concept of
“Green Banking” will be mutually beneficial to the banks, industries and the economy. Green financing is the part of
green banking. Green banking means promoting environmental friendly practices and reducing your carbon footprints
from your banking activities. Growing urbanization, over use of fossil fuels, excess carbon emission and the recurrent
completion to destroy the forest for daily use are pushing us to the dangerous of global warming. The earth has become
heavy endangered due to the interventions of human beings. We have to make a qualitative changes into our lifestyle in
which our generation grown up into a pollution free environment. Here the importance of Green banking arises. This
study aims at examining the Customers’ perception and awareness of consumers in regards to green banking in selected
public sector banks in Tamilnadu.
Keywords: Green banking, trust banking; Cash Free Banking, awareness of green banking,

INTRODUCTION
There is no universally accepted definition of the term “green banking”, although it has
been widely used both in scientific and in popular literature, and is gaining more and more
importance at present times. The importance of green banking stems from a number of factors.
The dominant one is definitely the very role that banks are called to play in the modern economy
worldwide. Banks are the main providers of liquidity and credit to the business, to the
individuals and to the public sector. In this role they have enormous capacity to influence all
types of actors in the economy. In this respect banks cannot stay aside of the processes that are
taking place at macroeconomic policy level. Thus the vital importance of the fight with climate
change and pollution came to the forefront not only through the work of researchers but through
policymakers as well.Now a day’s banks are striving hard to strengthen the customer-
relationship, the customers are now moving away from the concerns of traditional branch
banking to electronic banking. The success of any initiative depends up the whole hearted co-
operation and support of the consumers who are using it in their daily life. Consumers should be
aware of the importance and usefulness of the green systems. People in Tamilnadu have a
positive attitude and interest while accepting the innovative things. Some of the systems are
difficult to execute and someother take long time for successful implementations.

Need and Importance of the study

Indian Banking System is growing at a faster pace. Technology has transformed the face
of banking in India. Compared to the past decades there are certain major innovations that lead to
tremendous improvements in banking services and operations. Rapid growth in the Information
Technology has revolutionized all aspects of life and this has made way for things to be faster,
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cheaper, efficient and easier. Through the green banking practices all the banking services and
products are available at the tips now. At the same time green banking practices makes the
banking institutions are a responsible corporate citizen. Majority of the banks are insisting on
cash free and paperless transactions to enjoy the benefits of developments in technology.
Technology based operations help banks to improve their efficiency, to cut down their
transaction costs, reduce carbon footprint so as to make banking sectors as a responsible
corporate ecofriendly units. The study examines the positive and negative impact of green
banking practices among customer as well as the employees in the banking sectors.
Objectives of the study
 To examine the responses of selected customers’ perception and awareness to the green
banking system.
 To identify the problems faced by the customers while using G-banking.
Research Methodology
The study is based on both primary data and secondary data. Primary data will be
collected using informal interview method and secondary data from various journals, books, web
sites and from published resources of RBI and banks.

Source of Data
 Primary data has been collected with the help of interview and observations.
 Secondary data source are various magazines, product range broachers of the company
and websites.

Population and Sample

This study concentrated among 100 banking customers from selected public sector banks
in Tamilnadu. The selected public sector banks comprise SBI, Punjab National Bank, Union
bank of India.

GREEN BANKING PRODUCTS AND SERVICES

1. Go online
Online banking is a method of conducting banking operations through the secured website
operated by bank. Acustomer having internet access should register with the bank for online
services and the bank will provide him with user name and password. With this, one can enter
into the bank’s website, enter his username and password, and make the required transactions
and logout safely. Through online banking, a customer can monitor accounts, view the account
balances, download statements, transfer funds between accounts, etc. Account information can
be accessed at any time and from anywhere. Online banking has made personal and business
banking faster, efcient covering a wider area and by providing safety. For customers it is more
convenient and available round the clock irrespective of customer’s location. It ensures less
paper, less expenditure and less energy for the utilization of resources in banking activities.

2. Use of green checking accounts

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A growing number of banks are offering green checking accounts to appeal to your
environmentalsensibilities. These accounts will ensure the less paper and offer rewards and feel
of good satisfactions in the mind of users.

3. Use green loans for home improvement

Now a day banks are promoting green loans for the whole improvement of house
toensure the safety, comfort ability and durability. Installing energy efcient upgrades can save
you up to 30% on energy costs and reduce both your energy use and carbon footprint. The
HPwES Program is available to all New Jersey's natural gas and electric utility customers and,
for a limited time, to municipal electric, oil, and propane customers, as well.

4. Use green credit cards

Some banks are promoting green credit card facilities to banking customers for the
environmental friendlybanking. Here every single rupees contributed by credit card users are
funded to environmental friendly non pro table organisation for the causes of environmental
protections.

5. Save paper
Currently people are using online brochure, accounts summary, e receipts, newsletter,
annual reports etc. for getting intouch with the banking transactions. By using these they can
eliminate abundant content of paper waste and ensure the less tree cutting for the safety
environment.

6. Use solar and wind energy

Energy is the job engine of the future in a developing economy. Without it nobody can
achieve theobjectives in person as well as the country. Solar and wind energy is the cheapest
electricity to produce in developed economy even without any assistance or supports from
government according to Bloomberg New Energy Finance (BNEF). So banks should promote
more solar and wind energy projects in our country. One of the major problems is that the sun
does not shine the night, even during the day, varies according to the climatic situations. Another
reason for the reduced importance is the other fossil fuel power ensures the high and
unsurprising capacity factor.
7. Phone Banking
Phone Banking and Mobile Banking are the recent contributions of technology banking.
It is a service provided bya financial institution or bank to its customers to perform financial
transactions without physically visiting the bank. The customers can make use of this service on
a 24 hours basis. Phone Banking functions through an Interactive Voice Response System
(IVRS) or tele banking executives of the bank. One has to register his phone number with the
bank and the bank will provide a password to access this facility. The services available through
this service include balance enquiry, bill payments, fund transfers, ticket reservation etc. but cash
withdrawal is not possible for which the customer need to visit the bank or an ATM.
8. Green Money market

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Short term securities can easy to buy and sell with the help of demat account instead
directly visiting banksfor its transactions. It will ensure higher liquidity and convenience in
transactions also.

Data analysis and interpretation

Table 1: Green Banking Awareness among Respondents
S. No Green banking initiatives Aware Not aware
1 Online Bill payment 12 8
2 Avoid paper work 15 10
3 Online savings account 6 8
4 Cash deposit system 10 9
5 Net banking 11 7
6 E investment services 10 10
7 Green home equity loan 12 13
8 Bank environment policy 8 10
9 Green car loan 8 12
10 Green commercial building loan 5 7
11 Solar ATM 3 6

Green Banking Awareness Among Respondents

15
16
13
14 12 12 12
11
12 10 10 10 10 10
9
10 8 8 8 8
7 7
8 6 6
5
6
3
4
2
0

Aware Not aware

From the above table it is clear evident that customers are showing a good degree of awareness
level regarding green banking initiatives like online payment, avoiding paper work, online saving
account, cash deposit system and net banking. But most of the respondents opined that, they are
least aware of these modern facilities like green home equity loan, bank environment policy,

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green carloan, green commercial building loan and solar ATM. According to them, the selected
banks still not introduced these facilities.

Testing of Hypothesis

Motivated Not motivated Total

Effective 6 5 11
Not effective 22 67 89
Total 28 72 100

O E (O - E)/2
6 3.08 1.421067
22 24.92 0.387564
5 7.92 1.70528
67 64.08 0.12726
3.64117
Calculated value of chi square is3.64117. Table value at 5% level of
significance is 3.84.So null hypothesis is accepted.

Findings

1. 70% of the respondents are Male and 30% are females.

2. 42% of respondents are post graduates and rests are graduates.
3. 82% of respondents are fully aware aboutonline bill payment.
4. Most of the respondents are fully aware about online savings account.
5. 86% of the respondents are fully aware about net banking.
6. Most of the respondents have no idea about solar ATM, and green car loan, bank policy
and green commercial building loan.
7. Majority of the respondents are fully aware about online savings account.
8. Most of the respondents opined that, banker’s motivation is not much effective.

Suggestions:
✓ The banking sectors in Tamilnadu especially public sector banks should take initiatives
for promoting green banking activities for creating an awareness and its importance
among customers.So they might have a feeling of belongingness in the ecological
movement of the country.

✓ Banking authorities should take more initiatives to educate their customers for using the
green banking facilities such as mobile banking, online transfer, ATM withdrawal etc.

✓ Banking institutions are diversifying their funds for green projects or ecofriendly projects
after a thorough screening process. So they can identify and extend the credit facilities to
the right customers to ensure the sufficient support base for implementing green projects.

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✓ For an efficient and positive utilization of green banking resources there should be an
efficient trained managers and employees are appointed by the commercial banks. It will
ensure the effective and efficient utilization of banks and countries resources for the well-
being of the nation.

✓ More number of people prefer cash on delivery in their online transaction because lack of
confidence on online transactions. Here Banks Should takes initiatives for educating
about the privacy and security practices of online banking transactions among customers
in Tamilnadu.

✓ Bank should conduct various awareness program me to educate public.

✓ Trade fares and exhibitions should be organized by banks.

✓ Banks should arrange incentives for those customers who are keeping green policies.

Conclusion
Sustainable development of Indian economy is based on banks and financial
institution.Even though the cash free banking systems are beneficial to consumers, employees,
industries and economy as a whole. It will helpful to consumers for reducing overall transaction
cost, easy deposits and withdrawals, easy ways to execute the trading practices and in overall a
feeling of involvement in ecofriendly movement by the green oriented practices.Gradually,
Bank’s green banking activities have shifted from encouraging and implementing of e-banking to
the recycle of the wastes, water treatment plants, rain water harvesting, using solar based
equipment’s, constructing green building etc. in more effective manner.

References
1. Dharwal m. Agarwal. (2013) Green banking on innovative for sustainable development.
2. Ray vareen, ‘A green dream, 4p`s Business marketing, 21, Nov.to 4 Dec. 2018
3. Leslie D.monte, It’s a times for green banking, Business standard, May 21, 2019.
4. Canara bank annual report (2016- 2017).
5. Banks and Environment, Canadian Bankers Association.
6.LeedCerticates:http://www.usgbc.org/leed

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Needs of Peace Education, Environmental Education and Human Rights in Higher

Education in India

Rupal D. Patel
Research Scholar,Shri S.R.Patel B.ED College
under the Faculty of Education,V.N.S.G.U, SURAT(GUJARAT)

Abstract

Youth is main pillar of developing country. We need to educate them in proper way for that
we can include the peace education, environment education and Human rights in the
education system. Peace education, environmental education and human rights are gaining
popularity among society organization and government agency also recognise important of
such education. Peace education is to change people’s way of relating to the others collective
narrative. Knowledge of human rights makes students better able to participate in society and
help them to live the life with dignity and environment education makes people conscious
about the environment has maximum likelihood of success. We recommended to introduce
“Need of Peace education, Environment education and Human Rights in Higher Education in
India”. This article helps the student to think about way of dealing with people, to make them
conscious about the environment and to live their live with harmony and dignity.

Key Words

Peace Education, Environmental Education, Human Rights, Economical Progress, Social

Development.

INTRODUCTION

Peace education is the process of acquiring the values, the knowledge and developing the
attitudes, skills, and behaviours to live in harmony with oneself, with others, and with the
natural environment. “Peace Education” has different meanings and understandings on the
basis of contexts. It is multivariate field and composite education. Peace education program is
the one that needs to be carried out in contexts of intractable conflict.Human Rights assert
one's right to be human. The first sentence of the Declaration states that respect for human
rights is the "foundation of freedom, justice and peace in the world." It also moulding
Students to “not just to live but to live with dignity”, “ to develop fully and use one's human
qualities, intelligence, talents, and conscience “and “to satisfy one's physical, mental, social,
and spiritual needs”. Environment Education is necessary because it teaches us about
ourselves. It reminds us that nature and people are not separate, we are nature and nature is
us. Environment Education is necessary because we should all be informed and aware of the
impacts of our decisions.

Objective:

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Peace education plays an important role in the social, spiritual and cultural development of
the society. It contributes toward improving standard of living and livelihoods of community.

Environmental education emphasizes on sustainable development and makes people

conscious about the environment. Environment education is not only teaches students about
attitude towards pollution, technology and economics. Considering the fast deteriorating
environment condition, it becomes necessary to make environment education as a tool for life
and learning rights from one’s schooling. It is universally accepted that education is the best
source of social mobility, equality, and empowerment, both at the individual and collective
levels. Further, it is considered as a precondition for a healthy democratic society. It is thus
important that education include the study of peace, environment, and human rights as
essential to society's development.

Perspectives
Peace Education makes respectful dialogue among teachers and learner, Cooperation among
each other’s. It also reduces the interpersonal conflict and violence of everyday personal
interaction. Ultimately it helps to live the life that is beneficial, useful and peaceful. After all
human are social animals, their success in life is largely matter of successful social relation
and professional relations. It will help directly and indirectly to social development and
economic progress of the country.

Environmental education plays very crucial role in social development and economic
progress of the county, due to lake of knowledge of environmental education it leads to
unplanned growth of urban areas, ill planned industrialization and misconceived development
paradigm have given rise to environmental crisis that ultimately affect the economic growth
of county. The participation of youth in environmental education programs encourages the
level of understanding the potential to increase a sense of taking care of the environment.
This program also emphasizes the importance of the student’s involvement in promoting
sustainability and generates a feeling of ownership and empowerment.

Human rights education should focus on attitudes of tolerance, respect, and solidarity, and
develop individual awareness of how human rights can be translated into social and political
reality. Human rights has generated the movement "All Human Rights for All." In a complex
country such as India, violations of human rights at all levels necessitate human rights
education at all school levels in general and teacher education in particular. Hence, human
rights education should find its rightful place in the school curriculum, teacher training
courses, textbooks, supplementary reading materials, educational policies, and school
administration. Human rights teaching peace, non-violence, conflict resolution and social
justice. So it leads to good social development. Human Rights, investment in freedom and
participation rights might have positive impacts on economic growth. By investing in human
rights, the economic growth rate of a country is likely to increase. The Citizenship
(Amendment) Bill CAB is opposed by the students of university and creates many problem to

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our social development and economic growth. This can be resolve through introducing peace
education, environment education and human rights in our higher education system.

Conclusion:From the above discussion it has been concluded that peace education,
environmental education and human rights plays very important role of social development
and economic development. Student age is crucially important period which enriches one’s
personal life, nurtures social adjustments, foster friendship and professional relationship. So
we are suggested “Needs of peace education, environmental education and human rights in
higher education in India”.

References
1. Sharma, V. (2012). Peace Education and Human Rights in Twenty First Century: A
Review. IJSCIR, Vol 1 Issue 12, December 2012.ISSN 22773630
2. Harris, Ian and Synott, John Peace Education for new century. Social Alternative,
Vol21,No 1, January, pp. 3-6.
3. Bhat, S. (2107). Environmental Education in India: An Approch to Sustainable
Development. FIIB Business Review, Volume 6 Issue 1, January-March 2017.
4. Sheikh, Y.(2017). Higher Education in India: Challenges and Opportunities. Journal
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Delhi Business ReviewVol. 14, No. 2 (July-December 2013).

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Anguish of the Silenced: A Critical Study of Women in Mahesh Dattani’s

Thirty Days in September

M. Saravanan
Research Scholar
Reg. No. 19123154011017
Research Centre: S.T Hindu College, Nagercoil
Affiliated to Manonmaniam Sundaranar University,Tirunelveli

Dr. V.S. Shiny

Research Supervisor
Assistant Professor of English
Department of English and Research Centre
S.T. Hindu College, Nagercoil
Abstract
The advent of Feminist criticism and other women’s progressive movements, to some
extent, has ensured the rights of women. A creative transition from kitchen fire to media light is
being witnessed in almost all walks of women’s life. They are now well prepared to face the
injustices meted out to them. However, the influence of certain cultural stereotypes of patriarchal
society stands as an obstacle for women’s liberty of expression. Those women who belong to this
culture hesitate to fight back against the violence inflicted upon them as they are scared of
isolation from the mainstream. Many a time the common and public violence against women is
boldly identified, addressed and attended. On the contrary, it is considered to be a disgrace, not
to all but too many, to disclose the physical and mental violence within the four wallsfrom their
blood relations. The passivity of women on these issues leads to physical, mental and
psychological disorders. The present paper critically analyzes Dattani’s play Thirty Days in
Septemberto unearth the untold sufferings of victimized women and also to expose the
patriarchal violence against women. It is hoped that this paper may encourage the violently
silenced women to speak out their sufferings and lead a stress- free life.
Key words: Violence, silence, anguish, patriarchy, marginalized, andocentric, trauma,
Aggression, submission
Mahesh Dattani is a well-known Indian English playwright who is acclaimed for
delineating with the sensitive reality of life. He expresses his role as a playwright in an interview
with Sachidanada Mohantyas, “Unless you reflect the ethos of the people, it is going to be an
elitist theatre; or it is going to be a museum piece intended to satisfy curiosity” (209). Being a
committed social writer, he faithfully focuses on domestic violence against women in his plays.
Gender biased social structure causes violence on women. Men and women experience
life differently due to the different roles of gender in the same society or inside the same family.
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The patriarchal system of the society views woman as an object for entertainment rather than a
subject and it frames male-dominated beliefs, myths, and assumptions that favor them forever.
This system gradually becomes the predominant culture of a society through which all the others
are pushed to the margins. The marginalized have to bear the domineering pain as long as they
discover or unveil the deceitfulness of the centralized.
The play depicts how the shadow of domestic violence caused by the patriarchal system
takes new forms and haunts an individual at all stages of his or her life from childhood. Home is
a place where an individual, whether it is male or female, finds shelter in need. But the situation
becomes so worse when this haven of safety turns to a harbor of a nightmare. Dattani portrays
the immoral behavior of the and rocentric familial system which violently oppresses women
inside their homes. The tradition of the patriarchal society that treats women as the weaker
section of the society category does not allow them to defend or complain about the violence
especially within the family. This becomes an advantage for the perpetrator to continue his
abuse.
The traditional conservative family and community structure do not allow victims to
represent their pain to anyone in the family. Being a member of such an orthodox family, Shanta,
the mother of the protagonist seems to be a nonentity in the family. She had been sexually
harassed by her brother for ten years since she was six during all summer holidays. She looks
around for liberation from her continuous woes either through her parents or brothers or anyone
among the kinfolk. She says
SHANTA: Nobody saw anything. Nobody said anything. Not my brothers, not my parents.
Only (pointing to the Man) he spoke. Only he said, only he saw and he did (Dattani 55).
Shanta, the victimized searches for new attempts for solace while the abuser, at any cost,
tries to suppress the voice of the victim. Shanta knows very well that her dear and near ones will
distrust her and treat her as a disgrace or dishonor to the family.Saugata Kumar Nath and
Dipendu Das say “Being women, the victims do not speak out or reveal the incident to other
members of the family and if at all they do so, the elders ignore it and pretend that it didn’t
happen” (Nath249).
Submission and aggression result out of the women suppression and Dattani portrays this
twin outcome of violence as the way of their retaliation. Everyone has their own justification and
Dattani endorses this in the interview with Sachidanada Mohanty as‘I don’t see my woman as
vulnerable, in the sense that they do fight their battles. They are not on the winning side of the
battle” (Mahanty208). Shanta, after experiencing the hard-heartedness of the male inmates of the
family, turns to a portrait of Krishna. The silence, unresponsiveness, and emotionlessness of the
picture influence her a lot. She amalgamates herself with the extraterrestrial sphere and expects
aid from the outside. She says
SHANTA: For ten years! For ten years!! (Pointing to the picture of God.) I looked to

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Him. I didn’t feel anything. Ididn’t feel pain, I did not feel pleasure. I lost myself in Him. He
helped me. By taking away all feeling. No pain no pleasure, only silence. Silence means Shanti.
Shanti. But my tongue is cut off. No. No. It fell off somewhere (Dattani 55)
Shanta happens to pay much for this silence throughout her life. She learns to forget the
past trauma to lead a peaceful life. She remembers to forget the harassment and tries to maintain
the hypocritical familial order of brother-sister relationship to convince society. Sugatha Kumar
Nathand Dipendu Das state “The victim sometimes never speaks out as they want to and try to
forget the trauma for the sake of their own survival. The erasure of the horrible incident from the
memory often becomes necessary for the victim to maintain interaction with the abuser as the
latter may be an important figure in his/ her life. So they accept a state of psychogenic amnesia
known as willed loss of memory” (Nath 249).
Both Shanta and Mala become victims of psychological trauma. Psychological trauma is
any damage to the mind that occurs as a result of a distressing event. Trauma results due to an
overwhelming amount of stress that exceeds one's ability to cope or integrate the emotions
involved with that experience. Trauma can be seen as the feeling of pain that persists long after
the actual time of the happening of the painful incident. It usually begins with physical pain and
shifts to be a psychological wound. The memory of the actual event affects the victims more than
the actual event. Childhood trauma may often lead to abnormal behavior among the victims even
when they grow up.
Shanta’smarital life is disastrous and she is forsaken by her husband as he finds her like a
frozen woman. She can’t love her husband as she has “No pain no pleasure” (Dattani 55). She
pretends to Mala that she shares her room to sleep is because of her concern towards her. She
tells lie to Mala that the money is sent by the father. Mala understands that her father has left the
mother due to Shantha’s inert love for her husband.
SANTA: I lied for you. So that you will feel that your father was thinking about you.
MALA: I remember daddy’s last words to me. You know what he said. He said to me ‘I
married a frozen woman’. A frozen woman. So don’t try to tell me that you were concerned
about me by hiding the truth. The only truth you want to hide is your failure as a wife and a
mother (36).
Shanta’s silence throws her daughter into the same garbage where she has fallen. She not
only encourages patriarchy but also turns a deaf year to her daughter’s painful pleading for
rescue. She hides in the pooja room and kitchen while her daughter is being tormented by her
uncle in a closed bedroom. Thus male chauvinism pulls her tongue, chases her to margin and
squeezes her strength. Dattani depicts the melancholy of a grief-stricken mother who has failed
to play her role perfectly. The play not only deals with the issue of incest but also mother–
daughter relationship. Dattani says, “Though sexual abuse is at the core of my play, the mother-
daughter relationship is equally important. Though the play draws from real life the focus is on
the inner world” (Subramanyam133).Mala’s painful words express Shanta’s misdealing of her
daughter’s issue. Mala reminds Shanta,
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MALA: Oh yes, you would remember that I always like aluparathas because that’s what
I got whenever I came to you, hurt and crying. Instead of listening to what I had to say, you
stuffed me with food. I could not speak because I was being fed all the time, and you know
what? I began to like them. I thought that was the cure for my pain (Dattani 24)
The patriarchy has crushed the natural beauty of Shanta’s lifeand consequently, she leads
a mechanical life that performs the entire routine automatically. Dattani uses the term automatic
twice to describe the actions of Shanta. He depicts, “She appears to be doing all this ‘automatic’”
(9). Again “Shanta goes back to ‘automatic’ and steps back in, opening the book and looking at
the accounts” (11).
The main illusion formed by patriarchy is that women are always considered to be the
dependents based on some prefixed social, cultural, and economic parameters. The paperboy
claims himself to be a perfect aid for Shanta. She has to depend on this young boy to fix a small
issue like gas leakage checking, He says, “I also help madam with small things. There is no man
in the house, that’s why. If there is a man in the house, what is my problem whether her gas is
leaking or her terrace is leaking” (11).
Money power plays a vital role in marginalizing women. There is a discernment made to
be believed by all that man alone can do certain work and earn a higher salary. Money has been
masculinized and women always depend on men for their needs. Shanta is easily cheated by the
paperboy who quotes an excess amount of seventy rupees. Her brother offers a flat for
maintaining the confidentiality of the abuse and also to continue the same. Mala speaks to her
mother,
MALA: He didn’t just buy a flat. He bought you!
MALA: He bought your silence. So that you can never tell anyone what he did to your
Daughter (52)
The character of Mala can be viewed in the light of Frustration- Aggression theory of
violence. Mala journeys through frustration and she adopts aggression to handle the violence
against her, while Shanta embraces silence. It is recognized that an actual display of aggression
may be inhibited by either internalized norms or externalized norms. According to this theory,
the aggression of the frustrated is expressed either directly against an individual or on an object.
When there are unfavorable situations that block the direct attack on the cause of frustration,
aggression may be displayed on innocent people. Mala is highly frustrated not only forgetting
molested by her own uncle but also for the way her mother ignores it. Mala expresses her
aggression on the picture in the pooja room as she finds it as a hiding place for her mother. She
blames her mother for running away from the reality of life. The muteness of Shantapushes Mala
to the peak of frustration. Mala views this object as the obstacle which prevents her mother from
hearing her painful voice. She complains “No don’t look at your God, look at me, look me in the
eye and tell me-yes, that is all that you are talking” (25).She also grumbles her desertion by her
father. She knocks at everyone to open a door of solace but all go in vain. She is hunted by her
sorrowful memory of domestic violence. She says, “You were busy in either the pooja room or
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the kitchen” (26). Her aggression, at its heights, tempts her to break the glass picture. Mahesh
Dattani justifies his women characters as, “They are humans. They want something. They will do
anything in their power to get it” (Subramanyam130).
The specific incident of violence in an individual’s life may lead to generalization. Mala,
being a victim in the hands of a man in the patriarchal society, believes that all men are
poisonous. She imitates her abuser uncle in various spheres of life. As she was used only for
short living pleasure by her uncle, she lures many men for the same. She can’t believe Deepak
who really wants her to be physically, mentally and spiritually healed. Her expression of
aggression hurts Deepak who is innocent. He guides her to the counselor and offers her an ample
number of chances.
The aggression of Mala mainly targets her mother for her life long silence, distrust and
passivity. In fact, Mala’s immoral behavior is a kind of revenge taking and pain giving to her
mother. It is revealed in the course of the play that Shanta’s unethical silence leads to Mala’s
psychoneurotic problem. Her sufferings are due to the utter betrayal of her family. She says,
MALA: I would go to papa and cry. Before I could even tell him why I was crying, he
would tell me to go to you. You always fed me and- and you never said it but I knew what you
were saying to me without words. That I should eat well and go to sleep and the pain will go
away. And, and –Oh God! It did go away. But it comes back. It didn’t go away forever! (Dattani
26)
Mala gradually realizes her mother’s pain and becomes more sympathetic to her
problems and circumstances. The entire notion of Mala towards her mother is changed and she
understands the mystery behind her silence. She feels that the patriarchal violence is their
common foe from which they struggle to come out. Mala says, “We were both struggling to
survive but I never acknowledge your struggle” (58). Shanta is violently silenced by her family
system for years. This silence never allows her to listen to her daughter. Mala keeps on speaking
to make her listen. The silenced can speak out if they are encouraged. Shanta, atleast for a short
while, breaks the bondage of the patriarchal system and reveals her suffering.
Dattani portrays the trauma of his women characters caused by domestic violence. He
depicts how the women victims are violently silenced in the male-centric society. He says in an
interview, “My primary focus was on giving the women some kind of release from the tedium of
their existence. I still continue to see that as one of the more positive aspects of the play which
otherwise is quite dark” (Subramanyam130). He brings forth a message that no one is inferior to
anyone and everyone has their own comfort and commotion in their life. The theme of co-
existence must be accepted by all individuals. Healso emphasizesno unfathomable crisis on the
earththat exists for long and it matters how we deal with it. Thus, through this play Dattani,
encourages all women to speak and all men to realize about the importance of gender equality.
Works Cited
• Dattani, Mahesh. Collected Plays Volume Two.Penguin Books, 2005.

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• Mohanty, Sachidanada. “Theatre: Reaching out to People.” The Literature and Culture,
edited by SachidanadaMohanty, Prestige Books, 2001, pp. 203-210.
• Nath, Sugatha Kumar and Dipendu Das.“Child Sexual Abuse, Trauma and Female
Psyche: Crisis of Identity in Thirty Days in September.”The Plays of Mahesh Dattani: An
Anthology of Recent Criticism, edited by TutunMukherrjee, Pencraft International, 2012,
pp. 247-257.
• Subramanyam, Lakshmi. “A Dialogue with Mahesh Dattani” Muffled Voices: Women in
Modern Indian Theatre, edited by Lakshmi Subramanyam, HarAnand PublicationsPvt.
Ltd.,2002,pp.128-134.

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A STUDY ON ROLE OF RURAL TOURISM FOR SUSTAINABLE DEVELOPMENT

IN RURAL AREAS WITH REFERENCE TO COIMBATORE DISTRICT

Dr.S.Mohan
Professor and Head
Department of Management Studies
Dr.N.G.P. Arts and Science College, Coimbatore – 641048
Dr.S.N.Selvaraj
Assistant Professor
Department of Management Studies
Dr.N.G.P. Arts and Science College, Coimbatore – 641048
Dr.S.Muruganandam
Assistant Professor
Department of Commerce
Dr.N.G.P. Arts and Science College. Coimbatore – 641048
Abstract
Tourism can be domestic or international, and international tourism has both
incoming and outgoing implications on a country's balance of payments. Today, tourism is a
major source of income for many countries, and affects the economy of both the source and
host countries, in some cases being of vital importance. Rural tourism is gaining importance
in Indian tourism with its economic and social benefits. It is estimated that Rs.4,300 crore
additional revenue can be generated through Rural tourism. It is going to play a vital role in
bridging the gap between Rural and Urban India by balancing urbanization and counter
urbanization syndromes. The government, of late, has realized what the rural India can offer
to the world. The Twelfth Five Year Plan (2012-17) has notified Tourism as one of the major
sources for generating employment and promoting sustainable livelihoods. Thus, an attempt
has been made by the researcher through this present research to study the role of rural
tourism for sustainable development in rural areas with reference to Coimbatore District. It is
our privilege to avail the infrastructure and research facilities provided by our Institution vide
their communication number DrNGPASC 2019-20 MGMT008. Further there is a scope for
promoting this research as a minor project that could be sent to ICSSR stressing that this
study may provide inputs to administrators and policy makers beyond the academic
community.
Key Words: Rural Tourism, Sustainable Development, Urbanization, Social Benefits.
I. INTRODUCTION
Any form of tourism that showcases the rural life, art, culture and heritage at rural
locations, thereby benefiting the local community economically and socially as well as
enabling interaction between the tourists and the locals for a more enriching tourism
experience can be termed as rural tourism. Rural tourism is essentially an activity which takes
place in the countryside. It is multifaceted and may entail farm/agricultural tourism, cultural
tourism, nature tourism, adventure tourism and eco tourism. As against conventional tourism,
rural tourism has certain typical characteristics like; it is experience oriented, the locations are
sparsely populated, it is predominantly in natural environment, it meshes with seasonality and
local events and is based on preservation of culture, heritage and traditions.
The concept of sustainable tourism, where rural tourism is very well defined, such as
preserving the natural environment, traditions, customs, culture and the satisfaction or
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fulfilment for the tourist town full of sophisticated services and hotels. The contribution of
tourism to rural development is important if local people participate in its development, it is
also a means to protect the environment, economic, cultural and historical traditions. The
trend of urbanization has led to falling income levels, lesser job opportunities in the total
areas leading to an urbanization syndrome in the rural areas. Rural Tourism is one of the few
activities which can provide a solution to these problems. Besides, there are other factors
which are shifting the trend towards rural tourism like increasing levels of awareness,
growing interest in heritage and culture and improved accessibility, and environmental
consciousness. In the developed countries, this has resulted in a new style of tourism of
visiting village settings to experience and live a relaxed and healthy lifestyle. This concept
has taken the shape of a formal kind of Rural Tourism.
II. Review of Literature
Stela Zoto, Eleina Qirici et al (2000) examined about an agro tourism to provide sustainable
development in rural areas for role of rural tourism. Agro tourism is very important for rural
communities as well as urban areas. It can provide several advantages: income, employment,
use accommodation, activities, natural resource conservation, recreation and education.
Andrej Udovc and Antonperpar (2007) focused on social, economic and environmental
aspect of protected areas and concluded that the rural tourism proved to be one of the most
important factors for securing the sustainable rural development in the region.
Thandi.A.nzama (2010) in the analysis indicated that there is potential for natural, cultural
and heritage tourism due to the existence of a variety of related resources and local people are
not aware of these resources due to which the lack of participation in tourism development
existed. Emesepanyik, Carlos Costa et al (2011) expressed the prominent evidence on the
consequence of the failure to integrate local concerns into the event organization process and
highlighted the critical role of the intermediary management in relationship with the service
providers. Irina, Virginia dragulanescu et al (2012) indicated that tourism was emerged as
one of the central means by which rural areas can adjust themselves economically, socially
and politically and also motivated to find alternative tourism models that support sustainable
rural development. Nisharathore (2012) stated that the government encourages private
enterprises to promote tourism in rural areas and also should promote rural tourism to ensure
sustainable economic development and positive social change. Bengiertuna and Gulsenkirbas
(2012) stressed to contribute to the involvement of local stakeholders in developing a rural
tourism product where they enjoyed the event themselves and interacting with the outsiders.
Also concerned factors facilitated cooperation and collaboration between local rural
communities and other stakeholder of rural tourism. Nilanjan Ray, Dillipkumar Das et al
(2012) examined that the tourism has created tremendous impact on the local economy, life
style and sociocultural changes among the rural people in and around this tourist destination
that gave improved civic amenities like communications, sanitations, transport facilities and
standard of living for the people in general. Nagaraju and Chandrashekara (2014) stated the
tourism growth potential can be harnessed as a strategy for rural development which would
help to be a sustainable revenue generating project for rural development of our government.
Elias Giannakis (2014) explained the role of rural tourism for sustainable development of
rural areas with the objective to suggest the tourism to create significant backward linkages in
the rural economy and offer great potential to improving economic activity.
III. Statement of Problem

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Rural tourism is the tourism development in rural areas. Under the rural tourism
means all tourism activities that take place in rural areas that require travel services in the
same places. Therefore in order to develop rural tourism is necessary to create an offer that
includes the involvement of the local population, to preserve the environment in the tourist
areas and enable economic gain. For developing the rural tourism we need to understand the
rural environment, demography, and socio culture, economic and political background of that
place. It primarily focuses on the views of the respondents regarding the sustainable
development of rural areas. This research aims to promote the rural tourism for sustainable
development in rural areas by providing essential needs and activities. The purpose of this
study is to identify and analyze factors that influence the people to visit the rural areas often
by improving the activities and needs through the role of rural tourism.
IV. Scope of the Study
Recently there is a change in the mindset of the people to aware about traditional
values like monuments, historic buildings, cultural heritage, etc. The rural tourism is
developing nowadays by promoting sustainable development in rural areas by providing an
essential facilities like ATM’s, hospitality, transportation, etc., So the focus of this study is to
investigate the underlying factors that helps to promote the rural areas by the rural tourism.
Also there is a further scope for promoting this research as a minor project that could be sent
to ICSSR stressing that this study may provide inputs to administrators and policy makers
beyond the academic community.
V. Objectives of the Study
• To find the rural sites frequently visited by the respondents.
• To know the preference of the respondents towards activities involved in rural tourism.
• To analyze the essential elements for development of rural areas.
• To know the benefits of rural tourism.
• To identify the challenges in rural tourism.
• To offer suitable suggestions to improve the rural tourism.
VI. Research Methodology
• Questionnaire is the main tool for collecting primary data. Questionnaire is designed in
systematic manner covering adequate and relevant questions which covers all the aspects of
the study.
• The sampling technique used for the study is convenient sampling.
• The sample size used in the study extends to 150 respondents.
VII. Limitations of the Study
• The universe being large the study was restricted to respondents in and around Coimbatore.
• The result may not be very accurate as the sample size is only 150 respondents.
VIII. Analysis and Interpretation
Table: 1ASSOCIATION BETWEEN OCCUPATION AND EVALUATION OF
RURAL SITES TOWARDS RURAL TOURISM
H0: The evaluation of rural sites towards rural tourism does not differ significantly among
occupation of the respondents.
Evaluation of rural sites towards rural tourism
Occupation MEAN SD N
Agriculture 2.1202 .31321 26
Private employee 2.1128 .35001 41
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Public employee 2.2833 .40219 15

Professionals 2.1394 .42621 26
Others 1.8958 .51422 42
Total 2.0750 .42741 150
Source: Primary data
The highest mean value 2.2833 is found among the occupation of the respondents is
public employee. Hence it is inferred that those respondents have high level of association
towards the evaluation of rural sites in the rural tourism when compared to other respondents.
Table: 1 (a)
Source Sum of square DF Mean square F p
Between Groups 2.219 4 .555
Within Groups 25.000 145 .172 3.217 .015
Total 27.219 149
S- Significant at 5% level of significance
The above table shows that the calculated p-value is lesser than 0.05; and the results
are significant. Hence, the hypothesis that the evaluation of rural sites towards rural tourism
do not differ significantly among occupation of the respondents is rejected.
Table: 2.ASSOCIATION BETWEEN AGE AND PREFERENCES TOWARDS
ACTIVITIES INVOLVED IN RURAL TOURISM
H0: The preference towards activities involved in rural tourism does not differ significantly
among age of the respondents.
Age Preferences towards activities involved in rural tourism
MEAN SD N
Below 20 years 2.2998 .33341 37
21-40 years 2.3327 .32076 72
41-60 years 2.2757 .35461 31
Above 60 years 2.1000 .22453 10
Total 2.2973 .32797 150
Source: Primary data
The highest mean value 2.3327 is found among in the age group (21-40 years) of the
respondents. Hence it is inferred that those respondents have high level of association on the
preferences towards activities involved in rural tourism when compared to other respondents.
Table: 2(a)
Source Sum of square DF Mean square F p
Between Groups .494 3 .165
Within Groups 15.533 146 .106 1.549 .205
Total 16.027 149
NS- Not significant at 5% level of significance
The above table shows that the calculated p-value is greater than 0.05; and the results
are not significant. Hence, the hypothesis that the preferences towards activities involved in
rural tourism do not differ significantly among age of the respondents is accepted.

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Table: 3.RELATIONSHIP BETWEEN GENDER AND PREFERENCES TOWARDS

ACTIVITIES INVOLVED IN RURAL TOURISM
Ho: The preferences towards activities involved in rural tourism do not differ
significantly between male and female respondents.
Attitude score was calculated by adding the rate given by the respondents for the 3
terms of preferences towards activities involved in rural tourism given in the schedule. The
ratings were assigned as 3 preferred, 2 neutral and 1 not preferred. Higher the score more will
be the level of preference provided by the respondents towards activities involved in rural
tourism.

Preferences towards activities involved in rural tourism

Gender Mean SD NO

Male 2.2413 .32140 65

Female 2.3401 .32835 85

Source: Primary data

From the above table, the highest mean value is found among female (2.3401), hence
it is clear that the respondents of female have higher level of relationship on preferences
towards activities involved in rural tourism when compared to male respondents.
Table: 3(a).T-test for Equality of Means
Particulars T DF p
Equal variance assumed 1.844 148 .067

Equal variances not assumed 1.849 139.313 .067

NS- Not Significant at 5 % level of significance
The above table shows that the calculated p-value is greater than 0.05; and the results
are not significant. Hence, the hypothesis that the preferences towards activities involved in
rural tourism do not differ significantly between male and female respondents is accepted.
Table: 4.RELATIONSHIP BETWEEN BENEFICIAL DEVELOPMENT AND
MARITAL STATUS
H0: There is no significant relationship between marital status of the respondents and
their opinion towards beneficial development for rural tourism.
Opinion towards beneficial development for rural tourism

Marital Status Low High Total

Married 27 39 66

Unmarried 32 52 84

Total 59 91 150

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Source: Primary data

From the above table, out of 150 respondents, 66 respondents are married in which 27
have low frequency opinion towards beneficial development for rural tourism and 39 have
high frequency opinion towards beneficial development for rural tourism and 84 respondents
are unmarried in which 32 have low frequency and 52 of them have high frequency of
opinion towards beneficial development for rural tourism. However, it has to be tested if the
difference is no significant. Hence chi square analysis is performed.

Table: 4 (a)
Chi-Square Tests
Chi square
Value DF p Significant/Not significant Remarks

Pearson Chi Square .123a 1 .726 NS Accepted

NS – Not Significant at 5 % level of significance
The above table shows that the calculated p-value is greater than 0.05; and the results
are not significant. Hence, the hypothesis that there is no significant relationship between
marital status of the respondents and their opinion towards beneficial development for rural
tourism is accepted.
Table: 5. RELATIONSHIP BETWEEN ESSENTIAL ELEMENTS TO DEVELOP
AND SIZE OF THE FAMILY
H0: There is no significant relationship between size of the family of the respondents
and essential elements to develop in rural areas.
Size of the family Essential elements to develop in rural areas

Low High Total

Below 4 members 17 27 44

4-6 members 26 46 72

Above 6 members 12 22 34

Total 55 95 150

Source: Primary data

From the above table, out of 150 respondents, 72 respondents family have 4-6
members in which 26 have low frequency and 46 have high frequency to analyse the essential
elements for development, 44 respondents family have below 4 members in which 17 have
low frequency and 27 of them have high frequency of the essential elements for development,
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and 34 respondents family have above 6 members in which 12 have low frequency and 22 of
them have high frequency of the essential elements for development. However it has to be
tested if this difference is no significant. Hence chi square analysis is performed.

Table: 5 (a)
Chi-Square Tests
Chi square
Value DF p Significant / Not significant Remarks
Pearson Chi Square .111a 2 .946 NS Accepted
NS – Not Significant at 5 % level of significance
The above table shows that the calculated p-value is greater than 0.05; and the results
are not significant. Hence, the hypothesis that there is no significant relationship between size
of the family of the respondents and the essential elements to develop in rural areas is
accepted.
Table: 6.Descriptive statistics
Descriptive statistics has been used to find the mean scores of the challenges faced by
the rural tourism in rural areas. The challenges faced by the respondents are measured by
summing up the ratings given by the respondents at three point scale. The mean ratings have
been assigned as 3 High, 2 Medium and 1 Low. High score indicates high level of challenges
faced by the respondents of rural tourism in rural areas.
Descriptive Statistics

Particulars N Minimum Maximum Mean SD

Business planning skill 150 1 3 2.50 .693

Employment opportunities 150 1 3 2.19 .639

Government legislation 150 1 3 2.21 .717

Improvement of capital formation 150 1 3 2.10 .673

Inability to marketing of cultural products 150 1 3 2.11 .710

Insufficient financial support 150 1 3 2.11 .661

Lack of basic education 150 1 3 2.20 .676

Lack of infrastructure 150 1 3 2.24 .730

Lack of preservation of natural resources 150 1 3 2.11 .782

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Lack of trained guide/trained manpower 150 1 3 2.15 .727

Language problems 150 1 3 2.19 .748

Underdeveloped people 150 1 3 2.04 .802

Total 150 12 36 26.15 8.558

Source: Primary data
The total mean rating for the challenges faced by the rural tourism in rural areas is
26.15. The highest mean score (2.50) has been found for the challenges faced by the
respondents of rural tourism in rural areas towards “Business planning skill” with a standard
deviation of 0.693 and the lowest mean score (2.04) has been for the challenges faced by the
respondents of rural tourism in rural areas towards “Underdeveloped people” with the
standard deviation of 0.802.
IX. Findings
Simple Percentage Analysis
• Most of the respondents (48%) are in the age group of 21-40 years.
• Most of the respondents (56.7%) are female.
• Most of the respondents (56%) are
unmarried.
• Most of the respondents (37.3%) are
graduates.
• Most of the respondents (66.7%) are from nuclear family.
• Most of the respondents (48%) have 4-6 members in their family.
• Most of the respondents (28%) have family income more than Rs. 75,000.
• Most of the respondents (28%) are gathered information through
newspaper/magazine.
• Most of the respondents (28.7%) are preferred bus as the mode of transport.
• Most of the respondents (47.3%) are visited the rural areas as a family trip.
• Most of the respondents (36%) are visited the rural areas more than twice in a year.
Chi-Square Test
• There is significant relationship between monthly income, educational level, nature of
family of the respondents and the essential elements to develop in rural areas.
• There is no significant relationship between size of the family, occupation of the
respondents and the essential elements to develop in rural areas.
• There is no significant relationship between marital status, languages known, nature
of family, monthly income of the respondents and the beneficial development for
rural tourism.
• There is significant relationship between size of the family of the respondents and
their opinion towards beneficial development for rural tourism.
ANOVA
• The evaluation of rural sites towards rural tourism differs significantly among
language known, occupation, and age of the respondents.
• The evaluation of rural sites towards rural tourism does not differ significantly among
educational level, size of the family of the respondents.
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• The preferences towards activities involved in rural tourism do not differ significantly
among occupation, monthly income, age, educational level, nature of the family of the
respondents.
Analysis using T – TEST
• The preferences towards activities involved in rural tourism do not differ significantly
between genders, marital status, and nature of the family of the respondents.
Descriptive Frequency analysis
The total mean rating for the challenges faced by the rural tourism in rural areas is
26.15. The highest mean score (2.50) has been found for the challenges faced by the
respondents of rural tourism in rural areas towards “Business planning skill” with a standard
deviation of 0.693 and the lowest mean score (2.04) has been for the challenges faced by the
respondents of rural tourism in rural areas towards “Underdeveloped people” with the
standard deviation of 0.802.
X. Suggestions
• Central government and state government should encourage rural tourism by
providing proper financial support to start the project related to rural development.
• Government should take initiative to arrange safe drinking water, electricity,
telephone, safety and security, etc., in rural areas.
• The government should promote the sales of traditional rural products.
• Trained manpower should be appointed in required rural areas by the government.
• Changes in government policy in the sector of entrepreneurship and support to start
new tourist businesses in rural areas can develop employment opportunity.
• Rural people have to be upgrade to communicate with the urbanites.
• Government should provide adequate transport facilities to reach the tourist places in
rural areas.
• Advertisement about rural tourist places in and around Coimbatore should be given
through various Medias.
XI. Conclusion
Rural tourism emerged as an important instrument for sustainable human
development including poverty alleviation, employment generation, environmental
regeneration and development of remote areas and advancement of women and other
disadvantages groups in the country apart from promoting social integration and international
understandings. It can help inflow to resources from urban to the rural economy. Rural areas
have been traditionally faced with significant structural constraints but at the same time,
certain features that have caused their isolation have contributed to their status as area of
natural beauty, unspoilt environment and rich cultural heritage. Transport and building
infrastructure, as well as public infrastructure ensuring current water, sewerage and gas
utilities are still weekly developed within the rural areas. The endogenous potential for
development is dormant in rural areas and it’s quite appropriate for rural tourism. If a proper
marketing plan is done for rural tourism, it could bring lots of benefit to the society. It could
be a sustainable revenue generating project for rural development by the government. Both
short and long term planning, implementing and monitoring are vital in avoiding damage to
rural areas. Environmental management, local involvement, sound legislation, sustainable
marketing, and realistic planning are crucial for development of rural tourism. The
government should promote rural tourism to ensure sustainable economic development and
positive social change.
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References
1. Stela Zoto, Eleina Qirici et al (2000) “Agrotourism A Sustainable Development For Rural
Area Of Korca”, European academic research, vol. i, issue 2
2. Andrej Udovc and Antonperpar (2007) “Role of Rural Tourism for Development of Rural
Areas” Journal of Central European Agriculture January 2007, Volume 8, No.2 (223228).
3. Thandi.A.nzama (2010), “Challenges Of Sustainable Rural Tourism Development In
Kwazalunatal”, Department of Recreation and Tourism, Volume2 (1)
4. Emesepanyik, Carlos Costa et al (2011) “Implementing Integrated Rural Tourism: An
Eventbased Approach”, Tourism Management (2011), 13521363
5. Irina, Virginia Dragulanescu and maricica Drutu (2012), “Rural Tourism For Local
Economic Development” International Journal of Academic Research in Accounting,
Finance and Management Sciences Volume 2, Special Issue 1 (2012), pp. 196203
6. Nisharathore (2012), “Rural Tourism Impact, Challenges and Opportunities “, Zenith
International Journal of Business Economics & Management Research, Volume 2, Issue
2.
7. Bengiertuna and Gulsenkirbas (2012), “Local Community Involvement In Rural Tourism
Development”, Vol.10, No.2, Special Issue pp.1724
8. Nilanjan Ray, Dillipkumar Das, et al (2012), “Rural Tourism and Its Impact on Socio
Economic Condition: Evidence from West Bengal, India”, Global Journal of Business
Research, Volume 6, Number 2.
9. Nagaraju and Chandrashekara (2014), “Rural Tourism and Rural Development in India”,
International Journal of Interdisciplinary and Multidisciplinary Studies, Vol 1, No.6, 4248
10. Elias Giannakis (2014), “The Role of Rural Tourism on The Development of Rural
Areas”, Journal of the Romanian Regional Science Association, Vol.8, No.1.
11. Nisharathore (2012), “Rural Tourism Impact, Challenges and Opportunities”, Zenith
International Journal of Business Economics & Management Research, Volume 2, Issue
2.

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IS THE PLANET SAFE IN THE HANDS OF BUSINESS?

A STUDY ON THE ROLE OF ENVIRONMENTAL ACCOUNTING IN
ENTREPRISES WITH SPECIAL REFERENCE TO TATA STEEL LIMITED

ATHIRA K A
M.Com - Semester 2
Mahatma Gandhi College, Trivantrum, Kerala
ABSTRACT
The purpose of this paper is to uncover the relevance of environmental accounting
or otherwise called as green accounting in enterprises. Industries use various natural
recourses such as water, air, fuels etc…for the purpose of manufacturing products. In return
the wastes from manufacturing units create serious threat to the environment. The issue of
sustainable industrial development and environmental responsibility has given birth to a new
branch of accounting called “Environmental Accounting”
Environmental accounting is a vital tool used to manage the cost of using natural resources in
business. According to a study, more than 51% of the environmental pollution in India is
caused by industries. Here comes the relevance of green accounting, which aids for
sustainable development. It is the allocation of environmental costs, integration of these costs
to business decision and communication of information to company’s shareholders and
outsiders.
This paper goes through the importance of environmental protection which is a key issue all
over the world. For the purpose, annual reports and other information from various sources of
‘Tata steel company’ are used. The uncontrolled growth of industries day by day leads to
economic development, but economic development without environmental consideration
causes serious problems.
Every business has the responsibility to control the waste through efficient waste
management system. The first environmental accounts were constructed by Norway in 1970s.
And then followed by Philippines, Namibia, Netherlands, Chile, USA, Japan etc…
For the purpose of the study the secondary data are collected with special reference to TATA
STEEL LMT. From the study it could find that the organisations use the environmental
accounting for the following reasons:
▪To take decisions that will reduce the environmental cost
▪To better understand the cost involved by using the natural recourses for production purpose.
▪To implement better waste management system.
▪To broaden and improve investment analysis.
INTRODUCTION
Environmental protection has become a serious issue all over the world. Every
company in and outside India are depending on the natural resources for carrying out their
production process. It is equally important for these companies to develop sustainably by
protecting the natural resources. As per the report of United Nations Environment
Programme Report in the year 1997 the environmental accounting is the major pathway for a
green economy and sustainable development for any country. The green accounting provides
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adequate information about the use of natural resources for production and their impact on
the environment.
The rapidly growing population is another reason for environmental pollution. There is a
necessity to value the natural resources into both social cost-benefit analysis and some
approaches to environmental accounting. A study found that 20.6 percent of variation in
measuring the environmental performance was explained by the various parameters of green
accounting.
According to a study, more than 51% of the environmental pollution in India is caused by
industries. Here comes the relevance of green accounting, which aids for sustainable
development. It is the allocation of environmental costs, integration of these costs to business
decision and communication of information to company’s shareholders and outsiders.
Every business has the responsibility to control the waste through efficient waste
management system. Environmental accounting is the way of identifying, measuring and
communication of information about environmental friendly performances of the firms. It
measures in terms of money, the amount of loss which has been done to the environment by
the industry. The first environmental accounts were constructed by Norway in 1970s. And
then followed by Philippines, Namibia, Netherlands, Chile, USA, Japan etc…
Tata Iron and Steel Company limited (TISCO) is multinational steel producing and
manufacturing Indian company having headquartered at Kolkata. Tata Steel has always
adopted a proactive approach to the conserve and protect the environment. Various measures
are taken by the company for environment protection are taken by adopting BAT (Best
Available Technology) and also designed pollution control infrastructure to achieve discharge
and emissions within statutory limits.
India is the second largest country in the world which is rich with natural resources.
Therefore, implementing the green accounting practice in Indian companies would help to
protect its depleting resources and paves the way for sustainable and well healthy
environment for future generations. The policy will also help in creating awareness among
the society about the usage of natural resources by the companies.
STATEMENT OF THE PROBLEM
Industries in the modern world are highly depending on the natural recourses for carrying out
their production. By the way waste dumped from manufacturing units after production causes
serious problems to the environment. It can even destroy the natural recourses like water, air
etc…. The problem of environmental pollution which is caused by the industries is needed to
be controlled in order to preserve the natural recourses for the future generation.
Environmental accounting helps in providing information about the use, impact and the value
of natural recourses in the country.
SCOPE OF THE STUDY

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This study focuses on the role and relevance environmental accounting in the
enterprises. It is the responsibility of every industry to implement proper waste management
system in order to protect the environment. Implementing the green accounting practice in
Indian companies can help to protect its depleting resources for a sustainable development.
The study mainly goes through the importance of environmental accounting in Indian
companies with special reference to Tata steel company.
OBJECTIVES
The following are the objectives of the study conducted:
▪To find out the relevance of environmental accounting in the present Indian economic
condition.
▪To measure the advantage of implementing green accounting in India.
▪To understand the pollution control measures taken by Tata steel company for
environmental sustainability.
RESEARCH METHEDOLOGY
To answer the purpose of the study mainly secondary data has been used. It includes
published sources, articles, journals, websites etc…
LITERATURE REVIEW
Review of literature refers to the clear review and survey of related literature. It
deals with the critical examination of various published and unpublished works related to the
present study. A brief review of literature would be a lot of help to researchers, readers and
other research scholars in getting an insight into the studies, which were made in areas related
to the subject of their study. The findings of some of the most important studies are briefly
summarized as follows:
S. Linowes (1968, p.37) first coined the term ‘socioeconomic accounting’ in order to
highlight the sociological, political and economic aspects of an accounting that had a
significantly broader scope than the conventional accounting paradigm.
Epstein et al. (1976, p.24) defined social accounting as ‘…the identification, measurement,
monitoring and reporting of the social and economic effects of an institution on
society’, noting that ‘…it (social accounting) is intended for both internal
managerial and external accountability purposes.’
Guthrie and Parker (1989) carried out a longitudinal study covering 100 years to relate
corporate social and environment reporting with the needs of the corporations to legalize their
actions. The researchers reported that given the increased attention paid to environmental
issues, businesses must assure their stakeholders that they are environment friendly. This
assurance to stakeholders commands that corporations communicate their environmental
activities.
Savage (1994) reported that out of 115 South African companies approximately 63 percent
of companies are making environmental disclosures.

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Cohen (1994) some companies have endeavoured with issuing special environmental
reports, but these efforts appears to be fragmented and more common in environmentally
sensitive companies.
Deegan and Gordon (1996) examined the environmental disclosure practices of Australian
companies. The content analysis approach has been used to study annual reports of the
sample Australian companies, taking reported words. The researchers observed low voluntary
environmental disclosure in Australia--on average only 186 words for the sample of
companies.
Deegan and Rankin (1996) reported a general absence of professional or legislative rules
requiring companies to provide information relating to their environmental performance or
any environmental initiatives undertaken within Australia. Previous research studies have
shown that many firms present only favourable environmental information which is positive
to their corporate image.
Lemon and Cahan (1997) examined the environmental disclosure decisions of New Zealand
firms in response to political costs arising from the enactment of the Resource Management
Act (RMA) in 1991. This study provided a more rigorous test of the political cost hypothesis
by identifying firms that were directly affected by RMA and by measuring the change in
environmental disclosures over the pre- to post RMA period.
ENVIRONMENTAL ACCOUNTING IN INDIA
The concept of environmental accounting is widely used by the countries like Norway,
Netherland, Canada, Europe, Australia, USA etc…Green accounting is only at the emerging
stage in India.
The first announcement regarding the application of Green accounting was made in the year
1991. The Ministry of Environment and Forests has proposed that all the India companies
shall in report of its board of directors, briefly disclose the steps taken by the concerned
industry to reduce the natural resource consumption and preventive measures for controlling
pollution and the steps taken for waste management, waste recycling etc..
It has made compulsory for every industry in India to get environmental clearance for all
projects that concerned the Ministry of Environment and forest and the corresponding state
Government department of environment. The following information is to be disclosed be
every company in India:
• Pollution control devises installed
• Reports on optimum utilisation of recourses
• Steps taken for energy conservation
• Steps taken for waste management
• Reports on Water and raw material consumption etc…
FUNCTIONS AND ROLE OF ENVIRONMENTAL ACCOUNTING:
The fuctions of environmental accounting is divided into internal and external functions.
A) INTERNAL FUNCTIONS:

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* Environmental accountings helps in analysing the environmental conservation cost

and can provide adequate information about it.
* It can analyse the cost of environmental conservation verses the benefits obtained. It
also aids for decision making in a standardised way.
B) EXTERNAL FUNCTION:By disclosing the results of environmental conservation, the
function of external environment influence the decision making of the shareholders,
consumers, business partners, suppliers etc…

“Committed to the conservation of natural resources, preservation of bio-diversity and

the abatement of climate change impact, we aspire to be the 'Indian Steel industry
benchmark in Environment Performance'.
-TATA STEEL LTD
Tata Iron and Steel Company limited (TISCO) commonly known as Tata steel ltd, is
multinational steel producing and manufacturing Indian company having headquartered at
Kolkata. Tata Steel has always adopted various approaches to the conserve and protect the
environment. Various measures are taken by the company for environment protection are
taken by adopting BAT (Best Available Technology) and also designed pollution control
infrastructure to achieve discharge and emissions within statutory limits.
All the mining fields of Tata steel ltd is verified and certified under EMS ISO 14001,
international environmental management standard.

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GREEN ACCOUNTING IN TATA STEEL LTD:

Tata Steel ltd being a prestigious industry which concentrates their activity in mining and
using natural resources for their production purpose has responsibility towards the
conservation of natural resources. But many companies including Tata steel are only
publishing the environmental initiatives taken by them in their annual reports.

These companies are taking necessary steps for protecting the environment but are not
disclosing information regarding the financial implications and policy of cost of environment.
These is due to the inability to calculate the environmental liability and the assets in monetary
value.
WASTE MANAGEMENT SYSYTEM OF TATA STEEL LIMITED
Tata steel ltd as a mining industry adopts best practices to prevent and control the
harmful effects on the environment due to the mining operation. They use appropriate
environment protection measures by adopting BAT (Best Available Technology) and also
designed a pollution control infrastructure to achieve and control the emissions and harmful
discharges from manufacturing units.

The above shown is the image of waste water treatment of Tata steel unit at Jamshedpur.
ENVIRONMENT MANAGEMENT SYSTEMS (EMS):
All the mining fields of Tata steel ltd is verified and certified under EMS ISO 14001,
international environmental management standard. The department of raw materials are has
best quality and environment and occupational health and safety ( QEOHSM) management
system.
ELEMENTS OF ENVIRONMENTAL ACCOUNTING
1) ENVIRONMENTAL CONSERVATION COST:

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The reduction, prevention and avoidance of environmental impacts caused by

the industries are to be measured at the monetary value. For the purpose of
environmental conservation the investment amounts are allocated during the period.
The benefits from these investments can be seen for a long period and are recorded as
expense during the depreciation period.

2) ENVIRONMENTAL CONSERVATION BENEFIT:

When the adverse impacts on the environment is reduced, prevented, and
controlled there is the benefit to not only the environment but also to the general
people in the society.

3) ECONOMIC BENEFIT ASSOICIATED WITH ENVIRONMENTAL

CONSERVATION ACTIVIES
The benefits that a company gets when it preserves the environmental resources
and carry forward environmental conservation activities are measured in monetary
value.

ENVIRONMEMTAL ENVIRONMENTAL
CONSERVATIONCOST(monetary- CONSERVATION BENEFIT(Physical
value) units)
Investment & expenses related to Benefits obtained as a result of prevention
prevention of impacts on environment

ECONOMIC BENEFITS ASSOCIATED

WITH ENVIRONMEMTAL
CONSERVATION ACTIVITIES

4 COMPONENTS OF ENVIRONMEMTAL ACCOUNTS:

1) NATURAL RESOURSE ASSET ACCOUNT:
This account mainly deals with the stock of natural resources used. It also makes
revise in the balance sheet of System of National accounts (SNA).
2) POLLUTION AND MATERIAL FLOW ACCOUNT:
This provides information about the level of pollution that is caused by the industry and
also the information on flow of energy and other materials.
3) ENVIRONMETAL PROTECTION RESOURCE MANAGEMENT EXPENSE
It includes the expenditure incurred for protecting the environmental recourses.

4) MACRO ECONOMIC AGGREGATORS:

Environmentally adjusted macroeconomic aggregators indicate for sustainability such
as environmentally adjusted Net domestic product (EA-NDP).
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TYPES OF ENVIRONMENTAL CONSERVATION COSTS:

Based on the relationship between business and the environmental impacts, costs are
of the following types:
1) BUSINESS AREA COSTS:
These costs are incurred for reducing the environmental impacts due to the
operations of business. The business area costs are categorised into three-
pollution prevention cost, global environmental conservation cost, and resource
recycling cost.
a) POLLUTION PREVENTION COST:
Pollution is something which creates harmful effects on the environment and it
may affect the sustainable natural resources.
Specific pollutions are water pollution, air pollution, noise pollution, vibration
pollution, and ground sink age etc…pollution prevention cost examples are the
following:
• Cost for preventing air pollution
• Cost for preventing water pollution
• Cost for noise pollution etc…
b) GLOBAL ENVIRONMENTAL CONSERVATION COST:
These are those costs that are related to adverse environmental impacts on the
global environment which are due to the human activities especially industries
Examples of global environmental conservation cost are the followings:
• Cost for preventing global warming
• Cost for prevention energy conservation
• Cost for preventing Ozone layer deletion etc…
c) RESOURCE CIRCULATION COST:
Resource circulation is the process of recycling the resources or making it
reusable resources. It includes the following types of costs:
• Cost for efficient utilisation of resources
• Cost for recycling industrial waste
• Cost for recycling the material wastes
• Cost for disposal of material wastes etc…
d) ADMISTRATION COST:
These costs are those which are incurred for administrating the environmental
conservation activities. They are:
• Cost for the implementation of environmental management system
• Cost for monitoring the environmental impacts
• Cost for updating the information of the preparation of environmental
accounting.
IMPORTANCE OF IMPLEMENTING GREEN ACCOUNTING IN INDIA:
• India is having 2 out of world’s 25 biodiversity hotspots which is a major
reason to protect the environment from pollution caused by industries.
• Green accounting helps the government to achieve the state of quality
environment and biodiversity
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• Green accounting in India is desirable, feasible, realistic, and practicable

only when the government and business together take steps to implement
it.
• Green accounting is followed by sustainable development, growth in GDP,
the information provided are usefull to stakeholders, governments and
other externalities for taking decisions.
FINDINGS:
•
It could found that in India the concept of environmental accounting is still
in the developing stage.
• Most of the companies in India are only publishing the environmental
initiatives in their annual reports.
• The companies are not disclosing the information regarding the policy of
cost of environment.
• There are several initiatives taken by industries especially Tata steel ldt to
control the environmental pollution which are caused as a result of mining.
• Countries like Norway and USA are successful by implementing
environmental accounting
• Lack of awareness about the environmental accounting procedures and
also the advantage of it’s disclosed among the newly emerging industries
is more.
SUGGESTIONS:
• India being the second largest country rich with natural recourses must
disclose the information via environmental accounting.
• The awareness about the advantages on environmental accounting should
be ensured.
• India must also take steps to adopt and make it mandatory to disclose
environmental related aspects done by various industries.
CONCLUSION
The introduction to this paper states that the environmental accounting
might help in accomplishing many objectives. The initial objective is cost
analysis in the area of energy consumption by various industry, and
environmental protection. The second aim of implementing environmental
accounting base is for getting the valid information that covers all the areas
of environmental performance. It also assesses the cost and benefit of
environmental improvement programs. From the study it is concluded that
most eminent industries like Tata steel ltd, the process of environmental
accounting is only at the developing stage. It may be because of the
reputation risk that may be lead to reduction in the public image on
industries.

REFERENCE
• https://en.wikipedia.org/wiki/Environmental_accounting
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• http://apjor.com/files/1392991893.pdf
• https://www.researchgate.net/publication/325090312_Environmental_Acc
ounting
• TATA STEEL LTD annual report 2018-2019
• TATA STEEL annual report 2016-17
• Google scholar
• Google books

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Keyframe Based Face in Video Recognition using Convolution Neural Network and
Extreme Learning Machine

DR. S. WILSON
Assistant Professor, Department of Computer Science,
CSI Jayaraj Annapackiam College,
Nallur - 627 853 Tamilnadu, India
DR. A. LENIN FRED
Principal, Mar Ephraem College of Engineering and Technology,
Elavuvillai, Marthandam- 629 171 ,Tamilnadu, India.
Abstract
Face recognition plays a vital role in many departments and applications. Several
researches are carried out through several decades. Still it has many challenges like pose,
aging and emotions. Identifying face in video consumes more time than expected. The
objective of this paper is to overcome some challenges and build an efficient face recognition
method. Every recognition system has two important phases: feature extraction and
classification. In this paper, two more phases are introduced to overcome the above
mentioned challenges. Key frames are introduced to remove poor quality frames and Face
segmentation is used to reduce the computation time. Then Deep Convolution neural network
is used to extract deep features and Extreme Learning Machine is used to classify the
features. The proposed method is tested on YouTube Face data set and compared with some
recent methods. The experimental results achieves 95.6% accuracy rate which is substantially
higher than other methods.
Keywords: convolution neural network, extreme learning machine, deep features
1.INTRODUCTION
Face recognition has been a specialized technology within the wider field of computer
vision over the last decade. Sophisticated commercial systems do face recognition, image
registration and matching of faces.Although most commercial systems 'specifics are
confidential, many of them do image matching as a two-step method of subspace projection
followed by classification in the compressed image space.Face matching can be implemented
in a simple but canonical scenario as a subspace projection followed by a nearest-neighbor
classifier[1].
The sophistication of real-world commercial systems should not be
underestimated.Many companies have developed innovative methods of face detection
andregistration. Most specifically, thesetechniques are improved in many researches.For
example by pre-processing images, selecting and in some cases generatingtraining data,
generating spatially localized features, and optimizing classifiersfor compressed subspaces.
Sometimes the data being compressed are not faceimages at all, but differences of face
images [2], Gabor jets [3], or other high-dimensionaldata computed from face images. Face
recognition systems also use a number of subspace selection techniques. As a consequence,
even though the details are not proprietary, it can be difficult to allocate credit (or blame) to a
specific feature of a face recognition system.A very simple deep learning network is
developed for image classification [4] which comprises only the verybasic data processing
components: cascaded Principal Component Analysis (PCA), binary hashing, and block-wise
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histograms. Dinget al. introduced a comprehensivedeep learning framework [5] to jointly

learn face recognitionusing multimodal information. This frameworkis composed of
ConvolutionalNeural Networks (CNNs) and a three-layer Stacked Auto-Encoder(SAE). The
CNN extracts facial featuresfrom the multimodal data. Then, the extracted features are
concatenatedto form a high-dimensional feature vector, whose dimensionis compressed by
SAE.
In [6], a face image is processed by several posespecificDeep CNN(DCNN) modelsto
generate multiple pose-specific features. 3D rendering isused to generate multiple face poses
from the input image. The state-of-the-artfaster CNN framework is improved by combining a
number of strategies, including featureconcatenation, hard negative mining, multi-scale
training, model pre-training, andproper calibration of key parameters[7].
Draperet al. compares PCA and Independent ComponentAnalysis (ICA) in the
context of a baseline face recognition system [8].A modified CNN architecture[9]is presented
by adding two normalization operations to two of the layers. The normalization operation
which is batch normalization provided accelerating the network. CNN architecture was
employed to extract distinctive face features and Softmax classifier was used to classify faces
in the fully connected layer of CNN.
A correlation-based face detection approach [10] is established toimprove the
performance of face recognition in videos.Correlation measures are used to pairs of response
mapswhich are generated from automatically selected neurons inDCNN models to
detectfaces in each video frame. The embedding extracted fromfaces cropped by this
approach is more consistentacross each video sequence and more suitable for face
recognitionand clustering tasks.
Another face recognition system using Vector Quantization (VQ)technique is
introduced in [11]. Four different VQ algorithms namely are used to generate codebooks of
desired size.A CNN-based Key-Frame Extraction (KFE) engine withGPU acceleration,
employing innovative Face QualityAssessment (FQA) module is introduced in [12] to
identify faces in video.
Inspired by the work in [12], a novel Key-frame based Video face recognition is
proposed in this work. The face in the video is segmented using conventional segmentation
method. Then features are extracted using DCNN from the segmented faces in thekeyframes.
These deep features are classified using Extreme Learning Machine (ELM).
The rest of the paper is organized as follows: Section 2 describes the overall system
architecture. Section 3 demonstrates the proposed method with some experiments in section
4. Finally, the work is concluded in Section 5.
1.SYSTEM ARCHITECTURE
Face in Video Recognition (FiVR) technology faces the challenges of high-volume
video data, real-timeprocessing requirement, as well as improving the performanceof Face
Recognition (FR) algorithms. Key-Frame Extraction (KFE) moduleis the first module which
reduces the computation time. Thefunction of KFE is to pick frames with the bestquality face
images of the detected persons and forwardthem to FR back-end. The benefits of using KFE
come in two folds: first, the data volumeis reduced, which dramatically reducesthe
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computation time of FR, especiallyCNN-based FR. Second, human faces in videos always
come with various head pose changes and backgroundcondition changes such as lighting and
appearance of otherobjects. Hence, the KFE engine has the potential to improveFR
performance by reducing video frames with poor qualityfaces which can cause wrong
identification result.This work identifies keyframe or representative frame from the whole
video and uses only the keyframes instead of the full video.
The proposed method consists of four phases:Keyframe Extraction, Foreground
Segmentation, Feature Extraction and Classification. In KFE phase, the video is partitioned
into frames from which keyframes are identified using algorithm [13]. It is assumed that in
the video, if the pose and lightings of person across frames changes, it is considered as a
scene change. The keyframes are selected after each scene change. The number of keyframes
depends on the changes in scene. By selecting the best quality keyframes, the poor quality
frames and frames with irregular lighting conditions are ignored in this phase. Only the
keyframes are sent to the next phase.
From the keyframes, the background is subtracted for further processing. Thus only
the facial features are extracted in the next phase. Conventional Background subtraction
method is used for this purpose.
In the FE phase, features are extracted using convolutional neural network. For this
phase, only the faces which are identified in the previous phase are used. The deep features of
face are identified and converted into feature vector. This phase consists of two sub-phases:
training and testing. In the training phase, all the videos in the dataset are used to extract
feature vector. Thisis generated for all the faces identified in that dataset. In the testing phase,
a query image is converted to a feature vector which is classified according to the trained
feature vector space using the classifier.
In the classification phase, ELM is used to correctly identify the face. ELM has more
advantages than other classifier for deep features. Fig. 1 shows the phases involved in the
proposed system. The workflow diagram and description is explained in the next section.

Video Keyframe Foreground Feature

Classification
Dataset Extraction Segmentation Extraction

Fig. 1 Phases in Proposed System

1. PROPOSED SYSTEM
In this section, the workflow of the proposed method is deeply explained. The overall
workflow is shown in Fig. 2.

Video Dataset

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Frames

Keyframes

Faces

Query Face Convolutional

Image Neural Network

Extreme Learning
Machine

Fig. 2 WorkFlow of the Proposed Method

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For measuring the similarity of frame, Pearson Correlation Coefficient (PCC) is used.
PCC is widely used to measure the similarity oftwo frames for scene changes [14]. The value
of PCC can fall between 0(no correlation) and 1(perfect correlation). In this research, PCC
less than 0.80 are considered as cuts [14]. The PCCis expressed as follows.
∑𝑀 𝑁 𝑚 𝑚
𝑖=1 ∑𝑗=1(𝑓(𝑖,𝑗)−𝑓 )(𝑓𝑝 (𝑖,𝑗)−𝑓𝑝 )
𝑃𝐶𝐶 = (1)
√∑𝑀 𝑁 𝑚 2 𝑚 2
𝑖=1 ∑𝑗=1(𝑓(𝑖,𝑗)−𝑓 ) (𝑓𝑝 (𝑖,𝑗)−𝑓𝑝 )

For extracting only faces, the method described in [15] is used. In that method, for
each pixel, a set of values taken in the past at the same location or in the neighborhood is
stored. It then compares this set to the current pixel value in order to determine whether that
pixel belongs to the background, and adapts the model by choosing randomly which values to
substitute from the background model. This approach differs from those based upon the
classical belief that the oldest values should be replaced first. Finally, when the pixel is found
to be part of the background, its value is propagated into the background model of a
neighboring pixel.
After segmenting faces, its features are extracted using Deep convolutional Neural
Networks (DCNN). The deep features are trained and classified using ELM.
Extreme Learning Machine (ELM) is a single hidden-layer feed-forward neural
network (SLFN). It is expressed as

𝑦(𝑝) = ∑𝑚 𝑛
𝑗=1 𝛽𝑗 𝑔(∑𝑖=1 𝑤𝑖,𝑗 𝑥𝑖 + 𝑏𝑖 ) (2)

𝛽𝑖 represents the weights between the input layer and the hidden layer and 𝛽𝑗 represents the
weights between the output layer and the hidden layer. bj is the threshold value of the neurons
in the hidden layer, g (.) activation function. Equal input layer weights (wi,j) and bias (bj) are
randomly assigned. The activation function (g (.)) is assigned at the beginning of the input
layer neuron number (n) and hidden-layer neuron number (m). Now, based on this
information, if the parameters known in equilibrium are combined and rearranged, the output
layer becomes as in Eq. 29 [16, 17].

𝑔(𝑤1,1 𝑥1 + 𝑏1 ) … 𝑔(𝑤1,𝑚 𝑥𝑚 + 𝑏𝑚 )
𝐻(𝑤𝑖,𝑗 , 𝑏𝑗 , 𝑥𝑖 ) = [ ⋮ ⋱ ⋮ ] (3)
𝑔(𝑤𝑛,1 𝑥𝑛 + 𝑏1 ) … 𝑔(𝑤𝑛,𝑚 𝑥𝑚 + 𝑏𝑚 )

𝑦 = 𝐻𝛽 (4)

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In all training algorithm models, the goal is to minimize the error as much as possible. The
error function of the output Ypobtained by the actual output 𝑌̆𝑜 value in ELM is ∑𝑠𝑘(𝑌̆𝑜 −
𝑌𝑝 )(with “s”: number of training data) ‖∑𝑠𝑘(𝑌̆𝑜 − 𝑌𝑝 )2 ‖can be minimized. For both of these
functions, the output Yp obtained by the actual output value Yo must be equal to Yp.

2. EXPERIMENTAL RESULTS
The performance of the proposed method is evaluated onthe YouTube Faces (YTF)
[18] dataset. Each identity in theYTF dataset contains several video sequences. If the faces
are detected independently foreach frame, the features may not beconsistent. Hence
keyframes are extracted from the video sequence and features are extracted only from them.
Fig. 3 shows the sample input frames from YTF dataset from which poor quality frames are
identified by the proposed method which is shown in Fig. 4

Fig. 3 Sample Input Frames from YTF dataset

Fig. 4 Poor Quality Frames

Accuracy is the most important factor of any CAD system, as it assists a physician.
Sensitivity rate is the rate of correctly classified images to the sum of images that are
correctly and incorrectly classified. Specificity is the rate of images that are accurately
classified as negative to the sum of images that are correctly classified as negative and the
images that are wrongly classified as positive. The formulae for computing accuracy,
sensitivity and specificity rates are presented below.
𝑇𝑝 +𝑇𝑛
𝑎𝑐𝑐𝑟 = 𝑇 × 100 (5)
𝑝 +𝑇𝑛 +𝐹𝑝 +𝐹𝑛

𝑇𝑝
𝑆𝑒𝑛𝑟 = 𝑇 × 100 (6)
𝑝 +𝐹𝑛

𝑇𝑛
𝑆𝑝𝑟 = 𝐹 × 100 (7)
𝑝 +𝑇𝑛

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where𝑎𝑐𝑐𝑟 is the accuracy rate, 𝑆𝑒𝑛𝑟 is the sensitivity rate and 𝑆𝑝𝑟 is the specificity rate.
𝑇𝑝 , 𝑇𝑛 , 𝐹𝑝 , 𝐹𝑛 are the True Positive, True Negative, False Positive and False Negative rates.
Table 1 shows the experimental results of the proposed method.

Table 1 Results of the Proposed Method

Measure Value (%)

Sensitivity 95.2

Specificity 93.5

Accuracy 95.6

Accuracy rate is the most important performance metric of any software system. This
work pays more attention towards achieving maximum accuracy. The result of the proposed
method is compared with recent face detection algorithms such as WebFace [19], DeepFace
[20], LCNN [21], VGG [22], CBFR [10], DEEP ID2+ [23] and FaceNet [24]. This
comparison is shown in Table 2.
Table 2 Accuracy Comparison of the Proposed Method with Recent Methods

Method Accuracy (%)

WebFace [19] 90.6
DeepFace [20] 91.4
LCNN [21] 91.6
VGG[22] 92.8
CBFR [10] 93.0
DeepID2+[23] 93.2
FaceNet [24] 95.1
Proposed
95.6
Method

From the above table, it is observed that FaceNet based method achieves maximum
accuracy of 95.1% when compared with other methods. But the proposed method achieves
higher accuracy than that. This is due to the fact that poor quality frames are ignored during
feature extraction. Fig. 5 shows the accuracy rate comparison of the proposed method with
other recent methods.
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Accuracy Comparison

Accuracy (%)
96
94
92
90
88

Method

Fig. 5 Accuracy Comparison of the proposed method with recent methods

CONCLUSION

Recognition of faces in video is quite common in many security applications. There

are several face recognition methods during several decades. But recognizing faces in video
takes more time as the video may have numerous frames. Also, the video sequence may have
poor quality frames. The proposed method ignores these poor quality frames by using
keyframe extraction. There are two main advantages of this method. First, it reduces
computation time. Second, it eliminates poor quality frames. The proposed method is tested
with YTF dataset and compared with other recent methods. From the experimental results, it
is proved that the proposed method achieves high accuracy rate of 95.6% which is higher
than other methods.

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[5] Changxing Ding, Student Member, IEEE, Dacheng Tao, Fellow, IEEE, “Robust Face
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[18] Lior Wolf, Tal Hassner, and ItayMaoz, “Face recognition in unconstrained videos with
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STUDY ON UNEMPLOYMENT AMONG FEMALE GRADUATES IN TRIVANDRUM

DISTRICT

THASNI S
Assistant professor, Christ Nagar College
Trivandrum,
Mail ID: [email protected]
Abstract
Unemployment of the educated is the most critical problem faced by our state. Though Kerala
has achieved much progress with regards to the spread of education, health services, social welfare
measures and infrastructure development, the state has not been able to solve the problem of
unemployment. Education is the most important instrument for human development. Education of
woman, therefore, occupies top priority among various measures taken to improve the status of women in
India. It is considered to the most important weapon for implementing social change, in recent years, the
focus of planning has shifted from equipping women for their traditional roles as house wives and
mothers to recognizing their worth as producers making a contribution to family and national income.
Education has normally been viewed as an agency helping economic production, it is also said to provide
instructions in suitable skills, and thus, one of the aims of higher education is to develop efficiency in
production. A great deal of distractions however exists as regards women’s education which has increased
since women have begun to seek employment. Since the constitution declared men and women as equals,
the grounds of women’s education cannot be different from men’s education. Education for both should
have vocational or occupational basis. This study attempts to examine the reasons and the problem caused
as a result of unemployment among female graduates.
(key words: unemployment, human resource development, social welfare, national income)
INTRODUCTION
In this modern era women actively participate in all work as men does. Women are now well educated
and self-sustainable. They are given equal status and respect in the society. Women have now learned to
manage her work as well as life in a balanced way. Educated women’s always prefer a job to support their
family and improve their social and economic status. Job is necessary for women to get financial
independence. The problem of unemployment among educated female has received female has received
little attention in the social economic status. Job is necessary for women to get financial independency.
Unemployment occurs when a person who is actively searching for employment is not able to find work.
Unemployment is otherwise used as a measure of the health of the economy. The most frequently cited
measure of unemployment is the unemployment rate. This is the number of people in the labour force.
Review of literature
PramodkumarBajpai (1992) conduct a study on “youth education and unemployment” .The study aims at
analyzing the educational and other reasons of unemployment. The study covered 300 unemployed youth
registered with Lucknow employment exchange. The study pointed out that the present politic-economic
system is the major cause of unemployment and the present education system is not conductive for
employment generation.
Mukta Mittal (1994)wrote a book named ‘educated unemployed women in India’.The study analysed the
development needs and aspirations and socio economic and behavioural problems of unemployed

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educated female youth.The study was conducted among the 300 respondents of regional employment
exchange of lucknow and employment information and guidance bureau at LucknowUniversity.The study
analysed some sillent features of the problem and suggested certain measures to help the policy makers to
formulate appropriate strategies and approaches to remove gender disparities.
E.T.MATHEW (1997) wrote a book named ‘Employment and unemployment in Kerala; some neglected
aspects.’ The study examined the employment and unemployment trends in Kerala based on
Quinquennial survey conducted by National sample survey organization. The major findings of the study
include that worker population ratio in the state is increasing, urban rates of unemployment is higher than
rural ones, significant growth is casual employment outside agriculture, steady rise in educated
unemployment especially among women.
Statement of the problem
The problem of unemployment among educated female has received little attention in the society. With
the expansion of educational facilities in the urban and rural areas and due to greater realization of the
importance of women’s education, more and more female youth are enrolling them self-professional
colleges. Women have progressed considerably in terms of education and schooling over the past few
decades. Studies show that education of women is comparatively better than men. This gap is favors of
women is even noticeable at a young age, since girls often get better marks than boys in elementary and
secondary school. But if you look on the employability of women, it is very lower when compared to
men. Hence there is a need to study the reasons for unemployment among female graduates and assess
whether this problem creates serious issue to the economic and social wellbeing of women or not.
Objectives of the study
1. To access problem of female unemployed graduates in Trivandrum district.
2. To identify the reasons of unemployment among female graduates in Trivandrum district
Methodology
The study has been conducted by using both primary and secondary source of data. Primary
data have been collected from a sample of 100 unemployed female graduates in Trivandrum district. A
structured interview schedule has been prepared and administered on them. Secondary source like books,
journal, news paper and related sites are intensively used to build the theory and prepare the interview
schedule. For presenting the collected data tabular statement, chart, diagram and percentage are used.
Data analysis and interpretation

Seriousness 1 2 3 4 5 Total
of problem
Problems Total % Total % Total % Total % Total % Total %
Affect the socio 62 62 28 28 10 10 0 0 0 0 100 100
economic status
Affect family 28 28 33 33 21 21 18 18 0 0 100 100
relationship
Quarrel in the 31 31 17 17 27 27 23 23 2 2 100 100
home
Poor mental health 38 38 22 22 17 17 22 22 1 1 100 100

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Increase suicide 25 25 19 19 26 26 30 30 0 0 100 100

rate
Lack of financial 73 73 18 18 9 9 0 0 0 0 100 100
independency
Lack of self 65 65 25 25 9 9 1 1 0 0 100 100
sustainability
Affect standard of 43 43 33 33 14 14 10 10 0 0 100 100
living adversely
Table 1.1: Problems of unemployment
Source: primary data
Table 1.1 states that majority of the respondents (62%) agrees that unemployment will affect the socio
economic status of the unemployed graduates. 28% says it is a significant issue. Remaining 10% says it is
only a moderate issue.In case of affecting family relation negatively as a result of unemployment, 33% of
the respondents agree that it is a significant issue, 28% agrees that it is serious issue, 21% telling it is a
moderate issue and remaining 18% telling it is only a minimum issue.31% of the total respondent agrees
that quarrel in the home is the serious issue which will come as a result of unemployment. 27% are telling
it as a moderate issue, 27% are agreeing it as a minimum issue, 17% are telling it as a significant issue
and remaining 2% agrees it is not a problem.Poor mental health as problem of unemployment, 38% says
it is a serious issue, 22% telling it a significant issue, another 22% telling it is a minimum issue, 17%
telling it as a moderate issue and remaining 1% agrees that it is not a problem created by unemployment.
30% of the total respondents agrees that increasing suicide ratio is the minimum issue of unemployment.
26% are telling it is a moderate issue, 25% telling it is a serious issue and 19% agrees that it is a
significant issue.Lack of financial independency as a problem of unemployment, 73% of the total
respondents agrees that it is a serious issue, 18% says it is significant issue and remaining 9% telling it is
a moderate issue.A good number of respondents (65%) telling lack of self sustainability is a serious
problem of unemployment. 25% are agreeing it as a significant issue, 9% telling it is a moderate issue and
remaining 1% agreeing it as a minimum issue.Affecting standard of living of people adversely as a result
of unemployment 43% telling it as a serious issue, 33% agrees that it is a significant issue, 14% agrees
that it is a moderate issue and remaining 10% agrees that it is a minimum issue.

Agreement 1 2 3 4 5 Total
code
Statements Total % Total % Total % Total % Total % Total %
Rapid 11 11 28 28 30 30 28 28 3 3 100 100
mechanization
and computer
technology
Lack of family 7 7 35 35 20 20 24 24 14 14 100 100
support
Economic 15 15 43 43 27 27 13 13 2 2 100 100

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recession

Lack of 21 21 43 43 17 17 17 17 2 2 100 100

experience
Looking for a 23 23 40 40 18 18 14 14 5 5 100 100
specific job
Course selected 19 19 44 44 11 11 19 19 7 7 100 100
Limitation of 11 11 43 43 17 17 22 22 7 7 100 100
education
system
House 7 7 40 40 18 18 23 23 12 12 100 100
responsibility
Lack of 12 12 41 41 26 26 17 17 4 4 100 100
confidence
Lack of 15 15 43 43 20 20 18 18 4 4 100 100
information
about the
availability of
job
Residence in 9 9 37 37 19 19 20 20 15 15 100 100
rural area
No interest to 7 7 10 10 17 17 42 42 24 24 100 100
do job under an
employer
Increased 41 41 42 42 7 7 7 7 3 3 100 100
educated
population
Table 1.2: Reasons for unemployment
Source : primary data
Table 1.2shows 11% of the respondent are highly agree on the statement that rapid
mechanization and computer technology is the reason for unemployment whereas 3% is strongly disagree
with the statement. While 28% are merely agreeing with the statement and remaining 30% remain neutral.
A good number of respondents (35%) agreeing that lack of family support is the reason for
unemployment. 24% are disagrees with this statement, 20% are neutral in giving a proper answer and
remaining 7% strongly agrees on the statement.In case of economic recession being the reason for
unemployment, 43% agrees, 27% are neither agrees nor disagrees, 15% are highly agree and remaining
15% are disagrees with the statement. 43% of the total respondents are in the opinion that lack of
experience is the one of the reason for unemployment. 21% strongly agrees with them. 17% are neutral in
giving the answer, 17% are disagrees and remaining 2% strongly disagrees.In case of preference for a
specific job as a reason of unemployment, 40% of the total respondents are agreeing it as a reason, 23%
percentage are strongly agrees with them, 18% are neutral in giving a proper answer, 14% are disagrees
and remaining 5% are strongly disagrees and telling it is not the reason of unemployment.A good number
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of persons (44%) agreeing that courses selected for graduation is the major reason for unemployment.
19% are strongly agrees, another 19% disagrees with the statement, 11% are neither agrees and nor
disagrees with the statement and remaining 7% are strongly disagree with the statement.In case of
limitation of education system as a problem of unemployment, 43% are agrees with the statement, 22%
are disagrees on this, 17% are neutral in giving a proper answer, 11% are strongly agrees with the
statement and remaining 7% are strongly disagrees with the statement. 40% of the respondents are agrees
that house responsibility is one of the reason for unemployment among female graduate. 23% are
disagrees with the statement, 18% are neutral in giving a proper answer, 12% are strongly disagrees and
remaining 7% are strongly agrees with the statement.In case of lack of confidents among female graduate
being a reason for unemployment, 41% of the total respondents agrees with the statement, 26% are
neutral in giving a proper answer, 17% are disagrees with the statement, 12% are strongly agrees and
remaining 4% are strongly disagrees with the statement.43% of the total respondents are agrees that lack
of information about the availability of job is the reason for unemployment among female graduate. But
20% are neither agree nor disagree with the statement, 18% are disagrees with the statement, 15% are
strongly agree and remaining 4% are strongly disagree with the statement.Residence in rural area being
the problem of unemployment, 37% are agrees, 20% are disagrees, 19% are neutral in giving the answer,
15% are strongly disagree and 9% are strongly agrees with the statement.A good number of respondents
(42%) disagrees that no interest to do job under an employer is the reason for unemployment. 24% are
strongly disagrees with the statement.17% are neutral in giving a proper answer.10% are agreeing and
remaining 7% are strongly agreeing with the statement.In case of increased educated population being a
reason for unemployment among female graduate, 42% are agrees, 41% are strongly agree, 7% each are
neutral in giving an answer and disagrees with the statement. Remaining 3% are strongly disagreeing with
the statement.
Findings
▪ While studying the reasons for increased unemployment among female graduates, it is understood that
increased educated population is the main reason for unemployment. The students who are economically
backward are not able to study further and their education restricts to graduation. But the students who are
economically forward acquire further degrees along with their graduation. And the competition is taking
place between these tow kinds of students. Naturally the student who acquired more degrees will be
chosen for employment.
▪ It should also be noted that the graduates who are acquired better marks prefers only specific job. This
also constitute one of the major reasons for unemployment.
▪ Education system prevailing in the present scenario constitutes one of the important reasons for
unemployment. Now a day the syllabus for education is limited to only theoretical framework and none of
the students are aware about the practical situation. Limitation also exists in the grading system which
provides liberal marks for all students in order to increase the pass percentage without considering the
quality of students. The students who are acquired graduation under this system find difficulties in getting
placed.
Suggestions
• A change must be needed in the mentality of job aspirants about employment especially those who are
prefer only white collar job.

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• To provide security for women in work place which help to motivate the women graduate for doing job in
any sector at any time schedule.
• Change the attitude of parents towards the marriage concept of daughter. That means parents should give
equal weightage for employment of girls as well as their married life.
• The education system should be revised by adding additional skill development courses along with
traditional syllabus of graduation. So that the students capability for employment can be improved.
• Self employment schemes can be promoted by Govt as well as women’s organizations which will help the
women graduates to establish their own industrial corporations for production of goods and services for
which the demand is raising. The Government should provide subsidies for such enterprises.
• The women should be provided with sufficient information about the possible avenues for jobs in various
sectors through various Medias like newspaper, online advertisement, social medias etc… vocational
guidance for the girls at school level can be organized in this context.
Conclusion
We are living in a globalised world were there is competition for each and everything. Competition also
exists in the job market where there is highly qualified women and competent male graduates. When we
analyse the scenario, we could understood that females are highly qualified but are not placed for job as
compared to male graduates. The study conducted on “a study on unemployment among female
graduates” intends to find the exact reasons for the increased unemployment problem among women
graduates specifically in Trivandum district. The study also emphasizes to give proper suggestions for
recovering from such a problem and thereby improve the socio economic status of women in this world.
The study was started with a survey of 100 women graduates in Trivandrum district. 100 women
graduates are chosen from selected women’s colleges and other private education institutions. While
studying this problem, it is understood that lack of financial independency and self sustainability is the
major problems occurred as a result of female unemployment. It should also be noted that female’s socio
economic status are seriously affect due to unemployment. In order to overcome this problem should
suggest that there is a need for revising the education system. It should also be important to enhance the
employment opportunities of women in the job market. One of the important suggestions I would give is
promote self employment schemes for women by giving subsidiaries for establishing industrial
undertakings.
Reference
• Bourdieu P., Wacquant L.J.D. - Zaproszenie do socjologiireflekcyjnej, Warszawa 2001[Aninvitation to
reflexive sociolog]
• Broady D. - What Is Cultural Capital?Comments on LennartRosenlund’s Social Structuresand Change
http://folk.uio.no/potnes/6.%20Broady.pdf
• Bryman A. - Social Research Methods, Oxford University Press, 2008 Charles M. and al.; “The Context
of Women's Market Careers: A Cross-National Study, in Work and Occupations, Vol. 371, No. 28, 2001
• Green E. and Cohen L. - 'Women's business': are women entrepreneurs breaking new ground or simply
balancing the demands of 'women's work' in a new way?; Journal of gender studies, Vol. 4, No. 3, 1995
• Lisowska E. et al. – Report: Women on the Labour Market: Today and in the Future Women and labour
market – Poland, Czech and Slovak Republic http://www.genderstudies.cz/download/Woman On The
Labor Market.pdf

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ENGAGING IN ACTIVE LIFE: AN ANALYSIS OF PHYSICAL ACTIVITY

ENGAGEMENT OF ATHLETES DURING THE NATION’S LOCKDOWN DUE TO
COVID-19

Sandeep Sunny
Assistant Professor
Department of Physical Education
Sacred Heart College (Autonomous), Thevara, Kochi
[email protected]
Abstract

Aim: The present study aims to understand the Physical Activity Engagement of the athletes’
during the national lock down days due to COVID-19.

Materials & Methods: A total of 128 respondents throughout our country participated in the
survey using an online method (Google form) regarding data of athletes’ Demographic
Information and Physical Activity Engagement Questionnaire (PAEQ).

Research Design and Statistical technique employed: The research design adopted for this
study is Descriptive group design and static group comparison design. The collected
demographic data’s of athletes was interpreted using frequency and percent. Mann Whitney U
test was also used to compare independent and dependent variables with the help of SPSS
software.

Results: The collected data was analysed and following findings were found asthe athletes’ age
category shows significant differences in all dependent variables such as days engaged,
enjoyment/competence, training schedule, family support and diet plan where as these variables
have no significant differences on athletes’ playing sport. The athletes’ gender shows significant
differences in all variables except diet plan where as the athletes’ region shows significant
differences on family support and diet plan during lockdown period.

Keywords: Lockdown, physical activity engagement, demographic details of athletes’

“Nation have passed away and left no traces, and history gives the naked cause of it, one single,
simple reason in all cases, they fell because their people were not fit”. Barrow and Brow (1988).

INTRODUCTION
Corona Virus Disease (COVID-19) has become a hot topic of discussion in today’s world as
it was first reported in Wuhan, China on 31 December 2019. The outbreak was declaredas a Public
Health Emergency of International Concern on 30 January 2020. As a Zoonotic disease, from the
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source of origin, the virus has spread to all over the world. As on 15th April, 2020 a total of 213
countries all over the world was reported COVID-19 cases. A total of 1918138 confirmed cases and a
total of 123126 fatalities were reported (WHO, 2020).
The first case of COVID-19 in India was reported in the state of Kerala and declared it as the
state level disaster and immediately started a campaign titled ‘break the chain’. When the COVID-19
cases reported in other states of India, the central Government was announces it as a ‘Notified
Disaster’ in the nation. The Prime Minister of India, Shri. Naredra Modi requested the entire citizen
of the nation to participate in the ‘People’s Curfew’ to break the spreading of Corona Virus on
22ndMarch, 2020. In continuation with that effort a 21 days National Lockdown was announced by
the Prime Minister from 24thMarch, 2020 to 14thApril, 2020. In order to tackle the spread of novel
corona virus, Prime Minister has announced an extension of the nationwide lockdown till May
3rd.
Athletes and fitness – why fitness is important for athletes

Many countries are now under lockdown. This measure is crucial to minimize the spread
of Covid-19, but what impact will it have on athletes’ fitness and wellbeing? Athletes usually
exercise in a gym or ground, so being forced to spend long periods of time at home is going to
pose a challenge for remaining active. So we have to ensure the ways to keep ourselves fit and
healthy, even if you’re stuck at home. There are many ways to stay active and continue your
workout routine for keeping fit.
An athlete is considered someone who is proficient with any form of physical exercise or
in sports. In general athletes are said to be very fit and keen on fitness. The fact is that they have
to be fit in order to achieve results in this highly competitive world of sports. There is a lot of
importance given to fitness by athletes and their fitness routines are said to be for many hours in
a day. They spend a lot of time in preparing their body to cope with the strains and the energy
that is required in order to achieve results. Generally, the first thing that any athlete will work is
his or her fitness achievement.

The relationship between athletic performance and exercise intensity on the one hand,
and the duration during which performance and intensity can be maintained on the other hand,
can be of practical use for elite soldiers, for the sports elite, and for anyone involved in physical
exercise. It is well known that during a wide variety of human activities, performance first
improve quickly (time scale can be short or long), later improves more slowly, and finally tends
to a limit.
Materials & Methods:

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The main objective of the study is to understand the Physical Activity Engagement of the
athletes’ during the national lock down days due to COVID-19.Convenience sampling
techniques was used in the study. A total of 128 respondents throughout our country participated
in the survey using an online method (Google form) regarding athletes’ Demographic
Information (age category, gender, region and playing sport) and Physical Activity Engagement
Questionnaire (PAEQ).

Research Design and Statistical technique employed:

The research design adopted for this study is Descriptive statistics design and also Static
group comparison design. The collected demographic data’s of athletes was interpreted using
frequency and percent and Mann Whitney U test was also used to compare the independent and
dependent variables with the help of SPSS software.

Results and Discussion

A. Basic Profile of the Respondents
TABLE- I
Demographic details of athletes’ (N=128)
Sl No. Variable Frequency & Percent
1. Age Category
a. Junior 52 (40.6%)
b. Senior 76 (59.4%)
2. Gender
a. Female 20 (15.6%)
b. Male 108 (84.4%)
3. Region
a. South India 107 (83.6%)
b. North India 21 (16.4%)
4. Playing sport
a. Individual 29 (22.7%)
b. Team 99 (77.3%)
Description:
The above table shows that 40.6% of the respondents belonged to athletes’ junior age
category and 59.4% of the respondents are in senior age category. In Gender, 15.6% of the
respondents of the study were female and 84.4% were male. Among 128 athletes’ 83.6% of the

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respondents were from South India and 16.4% of the respondents were from North India. In the
above sample 22.7% of the respondents belonged to individual sports and 77.3% of the
respondents are from the team sports.
B. Data related to athletes’ active life during lock down period due to COVID-19
TABLE II
Dependent Variables AgeCateogry N Mean Z p
Rank
Days Engaged Junior 52 72.47
Senior 76 59.05 -2.122 .034
Enjoyment/Competence Junior 52 77.31
Senior 76 55.74 -3.392 .001
Training schedule Junior 52 76.01
Senior 76 56.63 -2.988 .003
Family Support Junior 52 75.33
Senior 76 57.09 -3.485 .000
Diet plan Junior 52 81.55
Senior 76 52.84 -4.444 .000
*p<.05
Description:

1. The mean rank value of athletes junior and senior age category on days engaged (DA)
is72.47 and 59.05 respectively. The obtained ‘Z’ value is -2.122 which rejects the null
hypothesis (p value is.034). It clearly shows there is statistically significant difference
between age categories of athletes’.
2. The mean rank value of athletes’ junior and senior age category on
enjoyment/competence (EC) is 77.31and 55.74 respectively. The obtained ‘Z’ value is -
3.392 which rejects the null hypothesis (p value is .001). It clearly shows there is
statistically significant difference between age categories of athletes’.
3. The mean rank value of athletes’ junior and senior age category on training schedule (TS)
is 76.01 and 56.63 respectively. The obtained ‘Z’ value is -2.988 which rejects the null
hypothesis (p value is.003). It clearly shows there is statistically significant difference
between age categories of athletes’.
4. The mean rank value of athletes’ junior and senior age category on family support (FS) is
75.33 and 57.09 respectively. The obtained ‘Z’ value is -3.485 which rejects the null

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hypothesis (p value is.000). It clearly shows there is statistically significant difference

between age categories of athletes’.
5. The mean rank value of athletes’ junior and senior age category on diet plan (DP)is 81.55
and 52.84 respectively. The obtained ‘Z’ value is -4.444 which rejects the null hypothesis
(p value is .000). It clearly shows there is statistically significant difference between age
categories of athletes’.
DIAGRAMMATIAL REPRESENTATION- I - AGE CATEGORY
100
59.05 67.64
56.1 53.78 58.5 66.26 60.09 65.79 58.79 66.17
50 Individual
Team
0
DE EC TS FS DP

TABLE III

Dependent Variables Gender n Mean Z P

Rank
Days Engaged Female 20 56.15
Male 108 66.05 -1.156 .248
Enjoyment/Competence Female 20 50.95
Male 108 67.01 -1.867 .062
Training schedule Female 20 60.13
Male 108 65.31 -.591 .555
Family Support Female 20 63.45
Male 108 64.69 -.176 .860
Diet plan Female 20 45.63
Male 108 68.00 -2.560 .010
*p<.05

Description:

1. The mean rank value of athletes’ gender (female and male) on days engaged (DA) is
56.15 and 66.05 respectively. The obtained ‘Z’ value is -1.156 which retain the null
hypothesis (p value is.248). It clearly shows there is statistically significant difference
between genders.

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2. The mean rank value of athletes’ gender (female and male) on enjoyment/competence
(EC) is 50.95 and 67.01 respectively. The obtained ‘Z’ value is -1.867 which retain the
null hypothesis (p value is .062). It clearly shows there is statistically significant
difference between genders.
3. The mean rank value of athletes’ gender (female and male) on training schedule (TS) is
60.13 and 65.31 respectively. The obtained ‘Z’ value is -.591 which retain the null
hypothesis (p value is .555). It clearly shows there is statistically significant difference
between genders.
4. The mean rank value of athletes’ gender (female and male) on family support (FS) is
63.45 and 64.69 respectively. The obtained ‘Z’ value is -.176 which retain the null
hypothesis (p value is .860). It clearly shows there is statistically significant difference
between genders.
5. The mean rank value of athletes’ gender (female and male) on diet plan (DP) is 45.63 and
68.00 respectively. The obtained ‘Z’ value is -2.560 which rejects the null hypothesis (p
value is .000). It clearly shows there is statistically significant difference between age
categories of genders.
DIAGRAMMATIAL REPRESENTATION- II
GENDER
80

70 66.05 67.64 66.26 65.79 66.17

58.5 60.09 58.79
60 56.1
53.78
50

40 Individual
Team
30

20

10

0
DE EC TS FS DP
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.TABLE IV

Dependent Variables Region n Mean Z p

Rank
Days Engaged South India 107 62.92
North India 21 72.57 -1.151 .250
Enjoyment/Competence South India 107 62.77
North India 21 73.31 -1.250 .211
Training schedule South India 107 63.18
North India 21 71.24 -.937 .349
Family Support South India 107 61.55
North India 21 79.55 -2.594 .009
Diet plan South India 107 60.68
North India 21 83.98 -2.719 .007
*p<.05

Description:

1. The mean rank value of athletes’ region (South India and North India) on days engaged
(DE) is 62.92 and 75.57 respectively. The obtained ‘Z’ value is -1.151which retain the
null hypothesis (p value is .250). It clearly shows there is statistically significant
difference between athletes’ region.
2. The mean rank value of athletes’ region (South India and North India) on
enjoyment/competence (EC) is 62.77 and 73.31respectively. The obtained ‘Z’ value is -
1.250 which retain the null hypothesis (p value is .211). It clearly shows there is
statistically significant difference between athletes’ region.
3. The mean rank value of athletes’ region (South India and North India) on training
schedule (TS) is 63.18 and 71.24respectively. The obtained ‘Z’ value is -.937 which
retain the null hypothesis (p value is .349). It clearly shows there is statistically
significant difference between athletes’ region.
4. The mean rank value of athletes’ region (South India and North India) on family support
(FS) is 61.55 and 79.55respectively. The obtained ‘Z’ value is -2.594 which rejects the
null hypothesis (p value is .009). It clearly shows there is statistically significant
difference between athletes’ region.
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5. The mean rank value of athletes’ region (South India and North India) on diet plan (DP)
is 60.68 and 83.98 respectively. The obtained ‘Z’ value is -2.719 which rejects the null
hypothesis (p value is.007). It clearly shows there is statistically significant difference
between athletes’ region.
DIAGRAMMATIAL REPRESENTATION- III
REGION
80

70 72.57 67.64 66.26 65.79 66.17

58.5 60.09 58.79
60 56.1
53.78
50

40 Individual
30 Team

20

10

0
DE EC TS FS DP

.TABLE V
Dependent Variables Playing Mean
sport n Rank Z p
Days Engaged Individual 29 56.10
Team 99 66.96 -1.462 .144
Enjoyment/Competence Individual 29 53.78
Team 99 67.64 -1.859 .063
Training schedule Individual 29 58.50
Team 99 66.26 -1.019 .308
Family Support Individual 29 60.09
Team 99 65.79 -.929 .353
Diet plan Individual 29 58.79
Team 99 66.17 -.973 .330
*p<.05

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Description:

1. The mean rank value of athletes’ playing sport (individual and team) on days engaged
(DE) is 56.10 and 66.96 respectively. The obtained ‘Z’ value is -1.462 which retains the
null hypothesis (p value is .144). It clearly shows there is statistically significant
difference between athletes’ playing sport.
2. The mean rank value of athletes’ playing sport (individual and team) on
enjoyment/competence (EC) is 53.78 and 67.64 respectively. The obtained ‘Z’ value is -
1.859 which retains the null hypothesis (p value is .063). It clearly shows there is
statistically significant difference between athletes’ playing sport.
3. The mean rank value of athletes’ playing sport (individual and team) on training schedule
(TS) is 58.50 and 66.26 respectively. The obtained ‘Z’ value is -1.019which retains the
null hypothesis (p value is .308). It clearly shows there is statistically significant
difference between athletes’ playing sport.
4. The mean rank value of athletes’ playing sport (individual and team) on family support
(FS) is 60.09 and 65.79 respectively. The obtained ‘Z’ value is -.929 which retains the
null hypothesis (p value is.353). It clearly shows there is statistically significant
difference between athletes’ playing sport.
5. The mean rank value of athletes’ playing sport (individual and team) on diet plan (DP) is
58.79 and 66.17 respectively. The obtained ‘Z’ value is -.973 which retains the null
hypothesis (p value is.330). It clearly shows there is statistically significant difference
between athletes’ playing sport.
DIAGRAMMATIAL REPRESENTATION- IV
PLAYING SPORT

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80
66.96 67.64 66.26 65.79 66.17
70
58.5 60.09 58.79
60 56.1 53.78
50
40 Individual
30 Team

20
10
0
DE EC TS FS DP

Discussion

The present study aims to understand the Physical Activity Engagement of the athletes’
during the national lock down days due to COVID-19.The result shows that, the selected
independent variable called athletes’ age category clearly rejects the null hypothesis which
depicts there were significant differences between junior and senior category in days engaged in
physical activity, enjoyment/competence during physical activity, maintaining a training
schedule, family support during physical activity during lockdown period and maintaining a diet
plan during lockdown period.

The results on athletes’ gender clearly retain the null hypothesis, which shows no
significant differences between gender in days engaged in physical activity,
enjoyment/competence during physical activity, maintaining a training schedule and family
support during physical activity during lockdown period, where as in the case of maintaining a
diet plan during lockdown period null hypothesis rejected, which means a significant difference
between female and male.

The results on athletes’ region clearly retain the null hypothesis, which shows no
significant differences between region in days engaged in physical activity,
enjoyment/competence during physical activity and maintaining a training schedule whereas null

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hypothesis were rejected on family support and diet plan during lockdown period, which shows a
significant difference between south and north India.

The results on athletes’ playing sport clearly retain the null hypothesis, which shows no
significant differences between playing sport in days engaged in physical activity,
enjoyment/competence during physical activity, maintaining a training schedule, family support
and diet plan during lockdown period, which shows a significant difference between individual
and team sports.

Conclusion

As the nation is undergoing a difficult phase due to COVID-19, the lockdown period can
be effectively utilised for the maintaining fitness level of the athletes. It is very important to keep
the directions of the coach and maintain physical fitness to achieve athletes’ performance which
in turn makes nation proud. The joined support of all the family members can play a vital role in
achieving the desired goal. The positive initiatives from the athletes’ and coaches’ side can only
be achieve through their constant hard work will create positive impact in the present scenario of
the nation. This is the right time to utilize and experiment different and modified training
methodology in the field of sports.

References
• John F. Moxnesa* and KjellHauskenb. (2008). “The dynamics of athletic performance,
fitness and fatigue” Norwegian Defence Research Establishment. Vol. 14, No. 6: 515–
533.
• https://www.cmhsweb.org
• https://www.independent.co.uk/life-style/health-and-families/coronavirus-how-stay-fit-
home-lockdown
• https://www.who.int/emergencies/diseases/novel-coronavirus-2019

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WORK PLACE INTERVENTIONS FOR REDUCING SITTING TIME AT

SARVODAYA SAHKARI BANK, SURAT

DESAI TARJANI
PhD Research Scholar
UKA Tarsadia University, Bardoli, Gujarat, India
([email protected])

Abstract
The sitting behaviour at workplace is increasing due to technology up gradation.
According to survey conducted give clear view that due to long sitting employee’s health
issues are increasing. There are some effective workplace interventions which can improve
this problem, but these interventions have yet to have any significant effect on employees.
Purposes of research was to identify duration of breaks and frequency of sitting as per gender
and identify workplace Interventions for Reducing Sitting Time as well as identify health
issues facing by employees. I conducted survey at Sarvodayasahkari Bank Ltd, Surat with
sample size 110 who were selected on convince sampling method. Data collected through
questionnaire and one to one interaction method. Our findings analysed through Cross
tabulations, Chi square test, and Factor analysis methods and data indicated that seven factors
adjustable desk bank can provide, moving more tactics as well as awareness program and
training can arrange for Reducing Sitting Time as a part of intervention. On another side if
talk about health issues than majority of the bank employees are facing stress problem and
Second major health issues employees are facing is chronic body pains. As a part of reduction
in long sitting, this kind of solution Sarvodayasahkari Bank Ltd, Surat can provide and try to
implement like Poster hanged in Bank related to sitting positions and what are the health
issues employees will face in future and install application named MOVE ME.
Key Words: Active workstations; height-adjustable desks; sedentary behaviour; workplace
interventions.
1. BACKGROUND
According to studies of medicine branch, the individuals who are physically inactive
normally been described as sedentary. Though, in recent years, this term has started to be
utilised to definelengthy sitting time instead of the absenteeism of physical activity. Primary
spaces in which sedentary behaviour happens: sitting in the work environment, sitting while
at the same time utilizing private and public transport and sitting in recreation time; for
example while sitting in front of the TV, reading or using a PC. Sitting in the working
environment contributes significantly to in general sitting time. For instance, work-related
sitting has been appeared to comprise more than 66% (~6 h) of total daily weekday sitting
time. With technological developments and fluctuating economic demands, the normal
energy expenses for several occupations has declined and high extent of the workforce
occupied with sitting and desk jobs. Now excessively sitting is acknowledged as a public
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health worry. In organization workforces’ workplace sitting is the main part of day-to-day
sitting time. This design may involve larger cardio-metabolic risk than sitting for short
periods at a time as well as expanded danger of premature mortality as well as chronic
diseases, for example type 2 diabetes in addition cardiovascular disease. There have been a
couple of little preliminaries exploring both behavioural and ergonomic interventions for
lessening sitting time in office. Behavioural interventions have usually elaborated tactics for
example aim setting, self-Checking as well as instruction to help a lessening in employees’
sitting time, where ergonomic interferences have incorporated treadmill workstations as well
as height flexible workspaces. A height-flexible workspace is something that connects to the
employee’s work area and permits the equipment’s effortlessly gone up or down for work to
be implemented in either a sitting or standing situation. Decrease in sitting for the most part
brings about an expansion in physical action of good to moderate force like standing or
walking (Mansoubi 2014).
According to a study by McCrady 2009, Administrative centre personnel sit on
average 100 minutes more on workdays than on rest days. Since 2000 in the USA as well as
in the UK, the average amount of job-related physical movement has dropped. However, in
developing countries average work-related physical activity declined from round 220 MET
hours per week to 180 MET hours per week over the same period. The biggest deterioration
in movement has been found in China (Ng 2012). This deterioration in job-related physical
movement canto a great extent attributed to an escalation in physical indolence, particularly
sitting at the work environment. The individuals who sit for 8 to 11 hours out of each day are
at a 17% increased death risk following three years than the individuals who sit for <4 hours
out of every day. This risk upturns for individuals who be seated for more than 9 hours per
day (Van der Ploeg 2012). Authors Ryan 2011 found that office-based workforces invested
68% of their complete energy spent at work sitting, of which included sitting events and
sitting time in single duration events that kept going longer than 55 minutes.
There are very limited studies have discovered workers’ views of reducing work-
related sitting. This study investigated boundaries and barriers to reducing office workplace
sitting, and the possibility and acceptability of methodologies focusing on lengthy as well as
continuous sitting in this context. It is important to know workers’ view of sitting reducing
methods, comprising those which have been recognized in earlier mediations in the
workplace condition. This study intended to investigate bank workers’ view of boundaries to
reducing sitting time at work and the viability of commonly identified interventions.
2. REVIEW OF LITERATURE
Shrestha, N., Kukkonen‐Harjula, K. T., Verbeek, J. H., Ijaz, S., Hermans, V., & Pedisic,
Z. (2018) evaluated the effects of workplace interventions to reduce sitting at work compared
to no intervention or alternative interventions. Study included randomised controlled trials
(RCTs), cluster-randomised controlled trials (cRCTs), and quasi-randomised controlled trials
of interventions to reduce sitting at work. Changes of workplace arrangements study included
controlled before-and-after studies (CBAs) with a concurrent control group.Primary outcome
was time spent sitting at work per day and energy expenditure, duration and number of sitting
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episodes lasting 30 minutes or more, work productivity and adverse events as secondary
outcomes.2180 participants from high income nations. The studies evaluated physical
workplace changes (nine studies), policy changes (two studies), information and counselling
(seven studies) and interventions from multiple categories (two studies). Here study
concluded that there is very low to low quality evidence that sit-stand desks may decrease
workplace sitting between thirty minutes to two hours per day without having adverse effects
at the short or medium term. There were no considerable or inconsistent effects of other
interventions such as changing work organisation or information and counselling.Healy, G.
N., Winkler, E. A., Eakin, E. G., Owen, N., Lamontagne, A. D., Moodie, M., & Dunstan,
D. W. (2017)researchers have evaluated and compared usual practice and long term
effectiveness of work place intervention with regard to reducing sitting on activity outcomes.
Sample of research were 231 desk-based office workers. Here workplace interventions were
organizational environment, and individual behaviour changes to reduce sitting time.
Researchers done assessment at baseline for 2 to 12 months and here they have measured
workplace sitting time (8-h workday). Second time measure in areas like standing, lengthy
sitting, usual sitting bout duration at work, moving and overall sitting, standing, moving time.
Analysis was by linear mixed models, accounting for repeated measures and clustering and
adjusting for baseline values and potential confounders. Here research concluded in this
manner that all this have not significant nor meaningfuleffects on moving. Healy, G. N.,
Eakin, E. G., Owen, N., LaMontagne, A. D., Moodie, M., Winkler, E. A., & Dunstan, D.
W. (2016) Objective of research were to evaluate, compared to usual practice, the initial and
long-term effectiveness of a workplace intervention targeting reducing sitting on activity
outcomes. Sample of research was 231 desk-based office workers. The workplace-delivered
intervention addressed organizational, physical environment, and individual behavioural
change to reduce sitting time. Assessments occurred at baseline, three-, and 12-months, with
the primary outcome participants’ objectively measured (activPAL3TM device) workplace
sitting time (mins/8-h workday). Secondary activity outcomes were: workplace time spent
standing, stepping (light, moderate-vigorous and total) and in prolonged (≥30min) sitting
bouts (h/8-h workday); usual duration of workplace sitting bouts; and, overall sitting,
standing and stepping time (mins/16-h day). Result of study were workplace sitting time was
significantly reduced in the intervention group compared to the controls at three months.
Significant intervention effects (all favouring intervention) were observed for standing,
prolonged sitting, and usual sitting bout duration at work, as well as overall sitting and
standing time, with no significant nor meaningful effects observed for stepping. In short this
workplace-delivered multicomponent intervention was successful at reducing workplace and
overall daily sitting time in both the short- and long- term. Hadgraft, N. T., Brakenridge, C.
L., LaMontagne, A. D., Fjeldsoe, B. S., Lynch, B. M., Dunstan, D. W., Lawler, S. P.
(2016) have examined barriers to reducing office workplace sitting and the feasibility as well
as acceptability of strategies targeting lengthy sitting. Major objectives of research was to
explore office workers’ perceptions of barriers to reducing sitting time at work and the
feasibility of commonly identified strategies. Semi-structured interviews were conducted with
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a convenience sample of 20 office workers (50 % women), including employees and

managers, in Melbourne, Australia. The three organisations (two large, and one small
organisation) were from retail, health and IT industries. Data gathered through questionnaire.
Data were analysed using thematic analysis. Result of analysis indicated that Participants
reported spending most (median: 7.2 h) of their working hours sitting. Main factors
influencing sitting time were the nature of computer-based work and exposure to furniture
designed for a seated posture. Researchers have suggested few ways for this problems and
they are Low cost strategies, such as standing meetings and in-person communication.G. A.
Tew, M. C. Posso, C. E. Arundel, C. M. McDaid (July 2015) aim of this research was to
determine the effectiveness of height-adjustable workstation interventions to reduce
objectively measured sedentary behaviour in office-based workers and were to evaluate the
effects of height-adjustable workstation interventions on self-reported sedentary behaviour
and other health outcomes. To assess effectiveness of height-adjustable workstations using a
randomized or non-randomized controlled design were included. Study concluded that
height-adjustable workstation interventions reduced occupational sitting time in office
workers and Prolonged sitting in the workplace is associated with adverse health
outcomes.Chau, J. Y., Daley, M., Dunn, S., Srinivasan, A., Do, A., Bauman, A. E., & van
der Ploeg, H. P. (2014) examined the effects of using sit-stand workstations on office
workers’ sitting time at work and over the whole day. Study conducted a randomized
controlled trial pilot with crossover design and waiting list control in Sydney, Australia from
September 2011 to July 2012. Sample of research was 42. Participants were staff from a non-
government health agency in New South Wales, Australia, aged over 18 years, employed at
least three days per week. Participants used a sit-stand workstation for four weeks in the
intervention condition. The sit-stand workstation allowed office workers to vary their posture
throughout the workday between sitting and standing. In the time-matched control condition,
participants received nothing and crossed over to the intervention condition after four weeks.
The primary outcomes, sitting, standing and walking time at work, were assessed before and
after using the workstations with ActivPALs and self-report questionnaires. Secondary
outcomes, domain-specific sitting over the whole day, were assessed by self-report. Result of
study were Intervention participants significantly reduced objectively assessed time spent
sitting at work by 73 min/workday and increased standing time at work by 65 min/workday.
In short shows that introducing sit-stand workstations in the office can reduce desk-based
workers’ sitting time at work in the short term.Grunseit, A. C., Chau, J. Y. Y., Van der
Ploeg, H. P., & Bauman, A. (2013) have researched in area of long time setting which is
new risk factor. They have evaluated the acceptability and usability of manually and
electrically operated sit-stand desks in a medium-sized government organisation located in
Sydney, Australia. Methods used by researchers is experimental method. Here sitting time
pre- and three months post -installation of the sit-stand desks was measured using validated
self-report measures as well as interview conducted to know perception of staff regarding
ease of, barriers and satisfactions with system. Pre part was questionnaire sent to employees
prior moving to new place where system installed. Questionnaire was: The Occupational
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Sitting and Physical Activity Questionnaire (OSPAQ) and The Workforce Sitting
Questionnaire (WSQ). Major objectives is to know usability and acceptability of system.
Sample of research was 31 staffs. The Qualitative data were analysed using QSR NVivo
version 9.2&Quantitative Data were analysed using Paired t-tests (one-tailed) and Wilcoxon
matched pairs signed ranks tests were used to examine reduction from baseline to follow-up
in time spent and proportion of time spent sitting at work for paired data. Result of research
were; the median proportion of sitting time for work was 85% at baseline and the mean self-
reported sitting time for work was 6.9 hours.Where post installation median proportion of
time spent sitting at work was 60% with hours spent sitting averaging 5.4. T-test concluded
that the reductions from baseline to follow-up in proportion of time spent sitting at work and
time spent sitting were statistically Significant.Sit-stand desks had high usability and
acceptability and reduced sitting time at work. In conclusion this study suggests that sit-stand
desks may provide a practical and acceptable means of reducing sedentary time among some
office workers.Parry, S., & Straker, L. (2013)examined the total exposure and exposure
pattern for sedentary time, light activity and moderate/vigorous physical activity (MVPA) of
office workers during work and non-work time. Sample size of research was 50 office
workers from Perth, Australia. Researcher has focused on waking hours, work hours and
daily activities. This data (work and non-work time) analysed using paired t-tests and
Pearson’s correlations. Result of study concluded that sitting time accounted for 81.8% of
work hours where sitting time for non-work time was 68.9% which is greater than work
hours. Office workers experienced significantly more sustained sedentary time (bouts >30
minutes) and significantly less brief duration (0–10 minutes) light intensity activity during
work hours compared to non-work time. Here even office worker during work hours took
fewer breaks than non-work time. This result indicate that during work hour’s office workers
experience for sitting time. Healy, G. N., Eakin, E. G., LaMontagne, A. D., Owen, N.,
Winkler, E. A., Wiesner, G.,& Dunstan, D. W. (2013)investigated the short-term efficacy
of a multi component intervention to reduce office workers’ sitting time. Major focused on
intervention Stand Up, Sit Less, and Move More with this comprised organizational,
environmental, and individual elements. Sample size of this research was 43 employees of
Melbourne, Australia. There were controlled group and non-controlled group. Major analyse
done on minutes/day at the workplace spent sitting, sitting time, standing, and moving. Result
concluded that most time was spent sitting time is 5.6 hrs. where standing time was 1.7 hrs.
Intervention Stand Up, Sit Less, and Move More outcomes concluded that there were no
significant differences between groups for any of these outcomes but there were significant
intervention effects for all of the Stand Up and Sit Less outcomes, but not the Move More
outcomes. Van der Ploeg, H. P., Chey, T., Korda, R. J., Banks, E., & Bauman, A. (2012)
aimed to determine the independent relationship of sitting time with all-cause mortality. Data
gathered through questionnaire methods. Data examined all-cause mortality in relation to
sitting time, adjusting for potential confounders that included sex, age, education, urban/rural
residence, physical activity, body mass index, smoking status, self-rated health and disability.
Study found that lengthy sitting is a risk factor for all-cause mortality, independent of
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physical activity and there is an association between sitting and all-cause mortality. Kozey-
Keadle, S., Libertine, A., Staudenmayer, J., & Freedson, P. (2011) examined the
possibility of reducing free-living sedentary time (ST). Respondent were 20 and 60 years of
age, 20 overweight/obese participants from University of Massachusetts, Amherst, and local
communities and experiments done on them for 7 days. Sedentary timemeasured using two
questionnaires. Survey done within two periods. 1st period where 20 overweight/obese
members/respondent wore the activPAL (AP) (criterion measure) and ActiGraph (AG; 100
and 150 count/minute cut-points) for a 7-day baseline period. Next, period where they
received a simple intervention targeting free-living sedentary time reductions (7-day
intervention period). Study concluded that it is possible to reduce free-living sedentary
behaviour among overweight and obese, non-exercising adults. Respondent decreased sitting
time. Respondent also reported that as intervention the step goal was helpful, hourly
checklistuseful for reductions in sedentary time.Finally, this study demonstrates that short-
term, free-living sedentary time reductions are possible.Ryan, C. G., Dall, P. M., Granat,
M. H., & Grant, P. M. (2011)have objectively quantify patterns of sitting behaviour in an
office setting and to assess adherence to current sitting recommendations. Sample Size of
research were 83. Sample for this study were selected from a database of free-living physical
activity profiles of healthy adults. In this observational study, which is a reanalysis of data
collected for another study, the sitting behaviour of office-based employees during working
hours over a 1-week period was recorded using activity monitoring. Data analysed via Three
sitting activity outcome measures were calculated for the whole group and for occupational
subgroups: 1) the total number of sitting events/d; 2) the total times sitting/d; 3) the mean of
the longest sitting periods for each participant. For the whole sample, total sitting time, total
number of events and total time and number of events longer than 20 min, 30 min and 55 min
were derived. Differences between subgroups; office-based workers for basic demographics
and the key sitting outcome measures were compared using a one-way ANOVA. ANOVA
revealed significant differences between occupational subgroups for age. Study found that
within the office-based working environment complete devotion to current sitting
recommendations ranged from 0 to 8%. The subgroup analysis found a trend for the
technician group to spend less time sitting and have more sitting events compared to the other
groups .Miller, R., & Brown, W. (2004) investigated sitting time and number of steps taken
each day as well as their relationship between these variables. Sample of research was 185
workers (Blue collar workers, Technical, managerial and professional)of Australian adults.
They worea pedometer for 7 days and data recorded for the number of steps taken as well as
time taken for sitting each day. Result found that average time for sitting weekdays was 9.4
hrs where average time taken for steps each day were higher on weekdays than weekend
days. Where if we talk about relationship between variables than researchers concluded that
there was a clear inverse relationship between sitting time at work and number of steps taken
on weekdays, r = –.34, p < .001. Managerial and professional works stated more time sitting
at work which was 6.2 hr per day where technical workers stated sitting time was 3.3 hrs and

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steps 10,731. Blue worker sitting time was 1.6 hrs and steps 11,784. This leads towards
suggestion that workers need to more focus on physical activities.
3. OBJECTIVES
• To identify duration of breaks and frequency of sitting as per gender.
• To identify workplace Interventions for Reducing Sitting Time.
• To identify health issues facing by employees.

4. RESEARCH METHODOLOGY
Research Design is descriptive research design. Data gathered through primary data,
structured questionnaire as well as Secondary Data; literature Review, journals, articles. Data
collection instruments was questionnaire. It includes 14 questions. 1 to 12 closed ended
questions and 14th question included 22 statements on Likert scales (strongly agree‟ to
“strongly disagree‟). Questions of survey designed to measures break and sitting frequency,
interventions which can be helpful for reducing sitting time and health issues bank works are
facing due to long sitting. During Survey Bank employees were explained drawbacks of long
sitting as term of interventions. Questionnaire also included demographic characteristics
(Name, Age, Gender, Designations, Branch, Employment Status, Working hours per day in
Bank, Frequency of Sitting, Durations of breaks) Population of research is employees of the
Sarvodaya sahkari Bank Ltd, Surat. Sample of research is employees of the Sarvodaya
sahkari Bank Ltd, Surat. Sample size is 110 employees who were conveniently selected. Data
collected through during March - April 2020.Bank Employees were asked to report the
number of hours they spent sitting at work as well as health issues facing by them. The
statistical technique like Cross tabulations, Chi square test, and Factor analysis were used to
analyse and interpret the data. After analysis Bank employees introduced with certain
innovative techniques and encouraged each Branch manager to implement this in their bank
branches. All analyses were conducted using SPSS version 23.
5. DATA ANALYSIS AND INTERPRETATION:
1. To identify duration of breaks and frequency of sitting as per gender.

CROSS TABULATION AND CHI-SQUARE TEST

➢ Frequency of Sitting as per Gender:
Gender * Frequency of sitting Cross tabulation (Table: 1.1)
Frequency of sitting
2 4 More than 6 Total
Gender Male Count 4 38 26 68
Expected Count 4.3 35.9 27.8 68.0
% of Total 3.6% 34.5% 23.6% 61.8%
Female Count 3 20 19 42

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Expected Count 2.7 22.1 17.2 42.0

% of Total 2.7% 18.2% 17.3% 38.2%
Total Count 7 58 45 110
Expected Count 7.0 58.0 45.0 110.0
% of Total 6.4% 52.7% 40.9% 100.0%
Source: SPSS Output

From Table 1.1 we can concluded that 38 male sitting for 4 hours and 26 male sit more than 6
hours at work desk, where 20 female sit for 4 hours and 19 female for more than 6 hours.
H0: There is no significant difference with frequency of sitting of male and female
employees.
H1: There is significant difference with frequency of sitting of male and female employees.

Chi-Square Tests (Table: 1.2)

Asymptotic
Significance
Value df (2-sided)
Pearson Chi-Square .712a 2 .700
Likelihood Ratio .712 2 .700
Linear-by-Linear
.240 1 .624
Association
N of Valid Cases 110
Source: SPSS Output

From Table 1.2 we can see that p-value is > 0.05 so here we accept H0. There is no very
strong evidence of relationship between frequency of sitting and gender of employees.
Frequency of sitting does not related across gender.
➢ Duration of Breaks:
➢
Gender * Duration of breaks (in minutes) Cross tabulation (Table: 1.3)
Duration of breaks (in minutes) Total

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<5 5-15 16-25

Gender Male Count 10 43 15 68
Expected Count 9.3 47.0 11.7 68.0
% of Total 9.1% 39.1% 13.6% 61.8%
Female Count 5 33 4 42
Expected Count 5.7 29.0 7.3 42.0
% of Total 4.5% 30.0% 3.6% 38.2%
Total Count 15 76 19 110
Expected Count 15.0 76.0 19.0 110.0
% of Total 13.6% 69.1% 17.3% 100.0%
Source: SPSS Output

From Table 1.3 we can concluded that 43 male employees take 5 to 15 minutes break where
only 15 male employees take 16 to 25 minutes breaks. Where if see about female employees
then 33 female employees take 5 to 15 minutes break where only 4 female employees take 16
to 25 minutes breaks.
H0: There is no significant difference with duration of breaks of male and female employees.
H1: There is significant difference with duration of breaks of male and female employees.

Chi-Square Tests (Table: 1.4)

Asymptotic
Significance
Value df (2-sided)
Pearson Chi-Square 3.395a 2 .183
Likelihood Ratio 3.597 2 .166
Linear-by-Linear
.792 1 .373
Association
N of Valid Cases 110
Source: SPSS Output

From Table 1.4 we can see that p-value is > 0.05 so here we accept H0. There is no very
strong evidence of relationship between duration of breaks and gender of employees.
Duration of breaks does not related across gender.
2. To identify workplace Interventions for Reducing Sitting Time.
FACTOR ANALYSIS
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KMO and Bartlett's Test (Table: 1.5)

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .538
Bartlett's Test of Sphericity Approx. Chi-Square 317.399
df 136
Sig. .000
Source: SPSS Output

As per the recommendation of Kaiser (1964), KMO test statistics should be greater than 0.5
and values between 0.7 and 0.8 are excellent. It measures the sampling adequacy for carrying
out the factor analysis. Here KMO value is .538 which is good indication and suggest that we
can definitely go for factor analysis with given variables and samples. Further Bartlett’s test
the hypothesis of original correlation matrix is an identity matrix. The correlation matrix does
not resemble to identity matrix which can be seen from the Bartlett’s Test of Sphericity
significance value 0.000 which is less than 0.05. (Refer Table)

Communalities (Table: 1.6)

Initial Extraction
Q:1 1.000 .763
Q:2 1.000 .859
Q:3 1.000 .667
Q:4 1.000 .758
Q:5 1.000 .579
Q:6 1.000 .654
Q:7 1.000 .570
Q:8 1.000 .458
Q:9 1.000 .564
Q:10 1.000 .622
Q:11 1.000 .660
Q:12 1.000 .746
Q:13 1.000 .568

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Q:14 1.000 .608

Q:15 1.000 .744
Q:16 1.000 .693
Q:17 1.000 .495
Extraction Method: Principal Component Analysis.
Source: SPSS Output

Communalities are the relationship between each item under study and the dependent variable. Initial
communalities are assumed to be 1 always and respective extraction values indicate the relationship.
Almost all the items are correlated with the factor and found to be greater than 0.50.

Total Variance Explained (Table: 1.7)

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
% of Cumulative % of Cumulative % of Cumulative
Component Total Variance % Total Variance % Total Variance %

1 2.475 14.559 14.559 2.475 14.559 14.559 2.256 13.272 13.272

2 1.921 11.301 25.860 1.921 11.301 25.860 1.683 9.900 23.173
3 1.624 9.556 35.416 1.624 9.556 35.416 1.516 8.919 32.092
4 1.422 8.367 43.783 1.422 8.367 43.783 1.441 8.477 40.570
5 1.272 7.480 51.263 1.272 7.480 51.263 1.390 8.176 48.745
6 1.190 6.998 58.260 1.190 6.998 58.260 1.385 8.147 56.892
7 1.105 6.501 64.761 1.105 6.501 64.761 1.338 7.869 64.761
8 .920 5.411 70.171
9 .910 5.355 75.527
10 .768 4.517 80.043
11 .736 4.332 84.375
12 .615 3.615 87.990
13 .586 3.449 91.440
14 .501 2.949 94.389
15 .385 2.267 96.656
16 .363 2.133 98.789
17 .206 1.211 100.000
Extraction Method: Principal Component Analysis. Source: SPSS Output

Table 1.7 lists the eigenvalues associated with each linear component before extraction, after
extraction and after rotation. The eigenvalues associated with each factor represents the
variance explained by that particular linear component. It also explains variance explained in
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terms of percentage on the dependent variable. We can observe that out of 13 variables seven
factors are extracted which altogether explains almost 64.76 percent of variance so it is
almost 65% and rest i.e. 35 percent remains unexplained by them.
Rotated Component Matrix (Table: 1.8)

Component
1 2 3 4 5 6 7
Q:2 .921
Q:1 .853
Q:3 .736
Q:4 .819
Q:5 .692
Q:16 .787
Q:6 .760
Q:14 .616
Q:13 .639
Q:8 .609
Q:9 .712
Q:17 .504
Q:12 .838

Soure: SPSS Output

Table 1.8 represents the rotated component matrix which gave 7 factors after a Varimax
rotation. Followings are the factor name given by research as per their loadings emerged.
Factor 1: Long sitting at one place
Factor 2: Physical Activities
Factor 3: Set break time
Factor 4: Supportive organizational culture
Factor 5: Moving more tactics
Factor 6: Workplace create awareness
Factor 7: Adjustable desk
3. To identify health issues facing by employees.

FREQUENCIES

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If YES, what kind of health issues? (Table: 1.9)

Cumulative
Frequency Percent Valid Percent Percent
Valid "No issue" 31 28.2 28.2 28.2
Weight Gain 3 2.7 2.7 30.9
Abnormal cholestrol
1 .9 .9 31.8
levels
Diabetes 2 1.8 1.8 33.6
Weakened bones 2 1.8 1.8 35.5
Heart disease 4 3.6 3.6 39.1
Disorder 3 2.7 2.7 41.8
Poor Blood Circulation 1 .9 .9 42.7
Stress 40 36.4 36.4 79.1
Anxiety and depression 3 2.7 2.7 81.8
Stress on your back
4 3.6 3.6 85.5
muscles, neck, and spine
Posture Problems 2 1.8 1.8 87.3
Chronic Body pains 14 12.7 12.7 100.0
Total 110 100.0 100.0
Source: SPSS Output Graph No: 1

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Source: SPSS Output

From above graph we can concluded that there are few number of employees also who do not
have any health issues. But we have employees who are facing health issues. From the list of
health issues major problem is stress. Majority of the bank employees are facing stress
problem doing work sitting on chair. Second major health issues employees are facing
because of long sitting is chronic body pains. While other group is facing the problem of
anxiety and depression, disorder.
6. CONCLUSION
The idea of office work has changed impressively in the course of the most recent few
decades to such an extent that labourers don't need to move from their work stations in any
event, even for simple activities like interaction with colleagues or putting away data in
documents. Development in technology (e.g. robotics, computers) has made work simpler
and more productive than previously and it has prompted a lessening in physical stress at
workplaces. Workplace conveyed interventions which have the advantage as well as
interventions are able to concentrate on numerous encouragements on lengthy sitting
behaviour. This includes intrapersonal, interpersonal, policy, and environmental which
contains physical and social factors. Numerous experiments have now exhibited the
efficiency, viability and adequacy of a variety of tactics to lessen sitting time in the
workplace. This experiments are like individual-based counselling, computer prompt
software, sit-stand workstations etc.
Sarvodaya sahkari Bank can also use above interventions which are suitable to Bank. As
factor analysis concluded seven factors form that factors adjustable desk bank can provide,
moving more tactics as well as awareness program and training can also arrange. As part of
this two interventions implemented by our side in bank; 1) Poster hanged in Bank related to
sitting positions and what are the health issues employees will face in future if they are not
going to implemented this tactic and Bank employees also informed with the fact that
systematic and frequent postural changes may be practical amongst office workers who
performing administrative tasks 2) Bank Managers Instructed to install application named
MOVE ME, which can be useful to improve health and seating behaviour of the employees at
your bank. This one is instructed because as per the findings of the research and feedback of
the employees, it is found that number of employees are facing health problems due to more
seating time.

Bibliography:

• Shrestha, N., Kukkonen‐Harjula, K. T., Verbeek, J. H., Ijaz, S., Hermans, V., & Pedisic, Z.
(2018), Workplace interventions for reducing sitting at work, Cochrane Database of
Systematic Reviews, (6).

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• Healy, G. N., Winkler, E. A., Eakin, E. G., Owen, N., Lamontagne, A. D., Moodie, M., &
Dunstan, D. W. (2017), A cluster RCT to reduce workers’ sitting time: impact on
cardiometabolic biomarkers, Medicine & Science in Sports & Exercise, Volume – 49, Issue -
10, pp. 2032-2039
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• Parry, S., & Straker, L. (2013), The contribution of office work to sedentary behavior
associated risk, BMC public health, Volume – 13, Issue -1, pp. 296
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Quality in Hospital Services – The Need of the Hour.

Dr.V. Ramalexmi
Assistant Professor
Department of Commerce
Manonmaniam undaranar University College, Panagudi, Tirunelveli District,
Tamilnadu.
Abstract
The growth in technology have given birth to numerous innovations that have improved the
quality of the life of human beings. But, this has changed the life style of people and there has
been a continuous increase in non-communicable diseases like diabetes, hypertension, cardiac
problems and cancer. The world has shrunk and the communicable diseases that affect one
part of the world easily spread throughout the world. So, people are forced to visit hospitals
regularly to overcome their health issues. There are number of hospitals in Kanyakumari
district and there is severe competition among the service providers. An attempt has been
made by the researcher to analyse the service quality gap by finding out the expectation and
perception of patients towards hospital services in private sector hospitals of Kanyakumari
district.
Key words: Health care services, Perception of Patients, Expectation of Patients, Service
quality gap in hospital services.
INTRODUCTION
The economy of any country primarily depends upon the citizens. Hence, human
resource is considered to be one of the best resources of any nation and this resource should
be taken care of and safeguarded by the policy makers and those who relate to such industry.
But unfortunately, the government allocated meagre funds in the Five Year Plans for
healthcare and failed to cater to the needs of the common people. Indian healthcare system
suffers from weaknesses in accessibility, quality and accountability. The public healthcare
system is almost deteriorating. The private sector is not concentrating on rural populace.
Even in the urban area, the quality of healthcare is not so satisfactory and the services are
affordable only by the rich people. Healthcare is not available to the people at the lowest
strata of society. The patients availing the services are facing a number of problems even
though they pay lump sums of money. This study throws light on the expectations and
perceptions of the patients availing healthcare services in Kanyakumari districtto the policy
makers and hospital service providers. The study also deals with various aspects like
malpractices of the staff, unfair service charges, discrimination in providing services and poor
infrastructure facilities in hospital sector and provides suggestions for the eradication of the

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same in the study area. The findings of the study will be helpful to the policy makers and
private health service providers to know the current state of affairs in the hospital sector in
Kanyakumari district and to rectify the flaws in the ensuing days.
STATEMENT OF THE PROBLEM

India promised “Health for All in 2000” by signing the Alma Ata Declaration, 1978 in
the WHO and UNICEF sponsored International conference on primary healthi. But in reality,
till nowthis target has not been achieved. The rural population in India is 64.84 per
centiiwhose healthcare facilities are very poor and they are easily prone to communicable
diseases like dengue, chikungunya, malaria, tuberculosis, diarrhoea, leprosy and typhoid. Due
to changes in the climatic condition and environment pollution, many new diseases threaten
the human existence. India will incur an accumulated loss of $236.6 billion by 2015 on
account of unhealthy lifestyles and faulty diet, says a joint report of WHO and World
Economic Forum.iii

Sixty eight per cent of the estimated 15097 hospitals and 27 per cent of 623819 total
beds in the country are in the private sector.ivThere are a number of studies in the area of
customer satisfaction and factors’ influencing the patients in selecting hospitals but no study
has yet thrown light on the service quality gap of the private sector hospitals in Kanyakumari
district.With the fast growth and necessity of hospital services, it becomes vital to know the
patients’ expectation and delivery of services like tangibility, reliability, responsiveness,
assurance and empathy. These service dimensions are important for any service industry,
especially, the hospital sector. They generate interest in finding the expectation and
perception of the patient before and after the delivery of service. Therefore the researcher has
undertaken this study.

This study helps the hospitals in understanding its position and also to bridge the gapin the
quality of services offered to their clients.

OBJECTIVES OF THE STUDY

The general objective of the study is to know the quality of services rendered by
private hospitals in Kanyakumari district.

The specific objectives are

• To analyse the expectation of the respondents towards hospital services.

• To examine the perception of the sample respondents
• To measure the service quality gaps in hospitals
• And to provide suggestions based on the findings of the study.
METHODOLOGY

The study comprises of both primary and secondary data. The primary data were
collected using interview schedule. 520 samples were selected using multi stage stratified
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random sampling technique. 52 hospitals have been selected at random and from these 52
hospitals 10 sample respondents (5 inpatients and 5 out patients) were selected at random
from every hospital. Secondary data were collected from books, journals, magazines and
newspapers. The collected data were analysed with the help of Servqual scale.

DATA AND DISCUSSION

Gap in Service Quality

The service quality gap plays a major role in service marketing. The service quality gap is
defined as the gap between expected service and perceived service. Customer expectations
are the reference point for performance against which the service experiences are compared.
The sources of customer expectations consist of market controlled factors such as pricing,
advertising and sales promises as well as the factors that the marketer has limited ability to
affect. Customer satisfactions are related with the perceived value from the product or service
offering.v

The gap in customer expectations could be on account of

• Not knowing what the consumers expect

• Not selecting the right service designs and standard.
• Not delivering to service standards.
• Not matching performance to promises.
To close the important consumer gap, the provider’s gap needs to be closed. The main
problem in many firms is not meeting the consumer’s expectations and the firm’s lack of
understanding of exactly what the consumers expect. Understanding consumer’s expectations
is important for delivering superior quality of service. Consumers compare perceptions with
expectations while judging a firm’s service.vi

SERVQUAL Scale

The foundation for the SERVQUAL scale is the gap model proposed by Parasuraman,
Zeithamlvii and Berryviii (1985, 1988). As a gap or difference between customer’s
expectations and perceptions, service quality is viewed as lying along a continuum ranging
from ‘ideal quality’ to ‘totally unacceptable quality’, with some points along with continuum
representing service quality. The application of the scale is evident in a number of empirical
studies (Kassim and Bojei, 2002;ix Carman, 1990, 2000).x

In the present study, the SERVQUAL (SQS) score is calculated by

k
SQS =  (Pij - E ij )
j=1

Where,
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SQS – SERVQUAL Score of service quality variables

Eij – Service Quality expectation for variable/factor

Pij – Service Quality perception for variable/factor

j=1. . .k – No. of variables/factors included in SERVQUAL analysis

The positive SQS indicates the excess of perception over the expectation on service
quality of the healthcare variables whereas the negative SQS indicates the excess of
expectation over the perception on service quality of the healthcare variables.

Service Quality Gap

The data have been collected using SERVQUAL tool from 520 samples for both
expectation andperception, regarding quality measurement of hospitals. The service quality
gap is divided into seven dimensions and analysed using servqual scale.

Patients expectation and perception of tangibility dimension is shown in Table 1

Table 1.Tangibility

Service
Mean Mean
S.No Tangibility Quality
(Expectation) (Perception)
Gap
1 Neat appearance of personnel 4.86 4.46 0.40
2 Easy accessibility 4.90 4.13 0.77
3 Pollution free location 4.90 4.00 0.90
4 Visually appealing equipment 4.85 3.83 1.02
5 Vehicle parking facility 4.91 2.92 1.99
6 Comfortable wards 4.91 3.65 1.26
7 24 hours pharmacy 4.82 3.62 1.20
8 Laundry facility 4.88 2.48 1.40
9 Ambulance service 4.86 2.78 2.08
10 Rest rooms for attendants 4.87 2.71 2.16
11 Canteen with quality food 4.89 2.32 2.57
12 Infection prevention/ control 4.89 3.08 1.81
13 Shop facilities 4.89 2.69 2.00
14 Coffee vending machine 4.85 1.93 2.92
Mean Score 4.87 3.18 1.69
Source: Computed Data
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The mean score of expectation is high for variables 5 and 6 (“Vehicle parking
facility”and “Comfortable wards”) with the mean score of 4.91 and low for variable 7 (24
hours pharmacy) for which the mean score is 4.82. The mean score of perception is high for
variable1 (Neat appearance of personal) with the mean score of 4.46 and low for variable 14
(Coffee vending machine) for which the mean score is 1.93. The gap score was computed by
subtracting the perception score from the expectation score. The highest gap of the quality
relates to variable 14 (Coffee vending machine) for which the gap mean score is 2.92 and the
lowest gap of service quality relates to variable 1 (Neat appearance of personnel) for which
the gap mean score is 0.40.

Table 2.Reliability

Service
Mean Mean
S.No Reliability Quality
(Expectation) (Perception)
Gap
1 Get things right at the first time 4.89 4.06 0.83
2 Provide services at the time it 4.91 4.03 0.88
promises to do
3 Insists on error free record 4.88 4.02 0.86
4 Shows interest in solving problems 4.94 4.00 0.94
5 Secured treatment 4.95 4.17 0.78
6 Accurate medical reports 4.91 3.89 1.02
7 Latest treatments available 4.90 3.57 1.33
8 Innovative &sophisticated medical 4.92 3.50 1.42
equipment
Mean Score 4.91 3.90 1.01
Source: Computed Data

The mean score of expectation is high for variables 4 (Shows interest in solving
problems) with the mean score of 4.94 and low for variable 3 (Insists on error free record) for
which the mean score is 4.88. The mean score of perception is high for variable 5 (Secured
treatment) with the mean score of 4.17 and low for variable 8 (Innovative & sophisticated
medical equipment) for which the mean score is 3.50. The highest gap of the quality relates to
variable 8(Innovative &sophisticated medical equipment) for which the gap mean score is
1.42 and the lowest gap of service quality relates to variable 5(Secured treatment) for which
the gap mean score is 0.78

Table 3.Responsiveness

Service
Mean Mean
S.No Responsiveness Quality
(Expectation) (Perception)
Gap
1 Personnel tell exactly when the 4.96 4.00 0.96
services will be performed
2 Prompt service 4.89 3.99 0.90
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3 Staff are willing to help at anytime 4.90 3.92 0.98

4 Quick response 4.91 3.89 1.02
5 Sufficient staff 4.89 3.67 1.22
6 Organized time table 4.89 3.80 1.09
7 Receptionist answer phone calls 4.92 3.78 1.14
promptly
Mean Score 4.91 3.86 1.05
Source: Computed Data

The mean score of expectation is high for variables 1 (Personnel tell exactly when the
services will be performed) with the mean score of 4.96 and low for variables 2, 5 and 6
(“Prompt service”,“Sufficient staff” and “Organized time table”) for which the mean score is
4.89. The mean score of perception is high for variable 1 (Personnel tell exactly when the
services will be performed) with the mean score of 4.00 and low for variable 5 (Sufficient
staff) for which the mean score is 3.67. The highest gap of the quality relates to variable 5
(Sufficient Staff) for which the gap mean score is 1.22 and the lowest gap of service quality
relates to variable 2 (Prompt service) for which the gap mean score is 0.90.

Table 4.Assurance

Service
Mean Mean
S.No Assurance Quality
(Expectation) (Perception)
Gap
1 Confidence 4.91 4.24 0.67
2 Doctors are trust worthy 4.91 4.35 0.56
3 Experienced staff 4.88 3.67 1.21
4 Able to clarify doubts 4.87 3.89 0.98
5 Personnel are courteous 4.90 3.91 0.99
6 Employees are caring 4.90 3.91 0.99
Mean Score 4.89 3.99 0.90
Source: Computed Data
The mean score of expectation is high for variables 1 and 2 (“Confidence” and
“Doctors are trust worthy”) with the mean score of 4.91 and low for variable 4 (Able to
clarity doubts) for which the mean score is 4.87. The mean score of perception is high for
variable 2 (Doctors are trust worthy) with the mean score of 4.35 and low for variable 3
(Experienced staff) for which the mean score is 3.67. The highest gap of the quality relates to
variable 3 (Experienced staff) for which the gap mean score is 1.21 and the lowest gap of
service quality relates to variable 2 (Doctors are trustworthy) for which the gap mean score is
0.56.
Table 5.Empathy

Service
Mean Mean
S.No Empathy Quality
(Expectation) (Perception)
Gap

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1 Individual attention & care 4.88 3.97 0.91

2 Priority to patients 4.88 3.89 0.99
3 Affection 4.89 3.87 1.02
4 Equality 4.89 3.84 1.05
5 Has best interests at heart 4.92 3.82 1.10
6 Convenient consultation hours 4.91 3.95 0.96
7 Quick registration 4.91 3.76 1.15
8 Less waiting time 4.82 3.43 1.39
9 Satisfy special needs of patients 4.83 3.70 1.13
10 Reasonable cost 4.94 3.19 1.75
11 All facilities are disclosed honestly 4.93 3.65 1.28
12 Full information about the health 4.95 3.84 1.01
condition is revealed frankly
Mean Score 4.89 3.74 1.15
Source: Computed Data

The mean score of expectation is high for variable 12 (Full information about the
health condition is revealed frankly) with the mean score of 4.95 and low for variables 8
(Less waiting time) for which the mean score is 4.82. The mean score of perception is high
for variable 1 (Individual attention & care) with the mean score of 3.97 and low for variable
10 (Reasonable cost) for which the mean score is 3.19. The highest gap of the quality relates
to variable 10 (Reasonable cost) for which the gap mean score is 1.75 and the lowest gap of
service quality relates to variable 1(Individual attention and care) for which the gap mean
score is 0.91.

Table 6.Hygiene

Service
Mean Mean
S.No Hygiene Quality
(Expectation) (Perception)
Gap
1 Sterilized equipment are used 4.92 4.24 0.68
2 Disposable syringes & gloves 4.94 4.44 0.50
3 Clean surroundings 4.92 3.84 1.08
4 Bio-medical waste management 4.83 3.70 1.13
5 Bed spreads and pillows are washed 4.91 3.77 1.14
regularly
6 All the rooms & toilets are neat and 4.96 3.68 1.28
clean
Mean Score 4.91 3.94 0.97
Source: Computed data.

The mean score of expectation is high for variable 6 (All the rooms & toilets are neat
and clean) with the mean score of 4.96 and low for variables 4 (Bio-medical waste
management) for which the mean score is 4.83. The mean score of perception is high for
variable 2 (Disposable syringes & gloves) with the mean score of 4.44 and low for variable 6
(All the rooms & toilets are neat and clean) for which the mean score is 3.68. The highest
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gap of the quality relates to variable 6 (All the rooms & toilets are neat and clean) for which
the gap mean score is 1.28 and the lowest gap of service quality relates to variable 2
(Disposable syringes & gloves) for which the gap mean score is 0.50.
Table 7.Infrastructure and Furnishings

Service
Infrastructure and Furnishings Mean Mean
S.No Quality
(Expectation) (Perception)
Gap
1 Adequate beds 4.91 3.82 1.09
2 Provides bed for attendants 4.90 3.43 1.47
3 Adequate seating arrangements 4.83 3.59 1.24
4 Lift facilities 4.90 2.27 2.63
5 Fully equipped modern lab and 4.84 3.11 1.73
operation theatre
6 Garden and park 4.86 2.56 2.30
7 Availability of TV in waiting hall 4.90 3.00 1.90
8 Adequate lighting and ventilation 4.37 3.49 0.88
Mean Score 4.81 3.16 1.65
Source: Computed data.

The mean score of expectation is high for variable 1 (Adequate beds) with the mean
score of 4.91 and low for variables 8 (Adequate lighting and ventilation) for which the mean
score is 4.37. The mean score of perception is high for variable 1 (Adequate beds) with the
mean score of 3.82 and low for variable 6 (Garden and park) for which the mean score is
2.56. The highest gap of the quality relates to variable 4 (Lift facilities) for which the gap
mean score is 2.63 and the lowest gap of service quality relates to variable 8 (Adequate
lighting and ventilation) for which the gap mean score is 0.88.

SUGGESTIONS

• The service providers can install coffee vending machines in their hospitals so that the
patients and their care takers can be refreshed during their visit to the hospital.
• Innovative and sophisticated medical equipment must be purchased in hospitals to
diagnose the diseases and treat the patients with deadly diseases.
• Adequate number of staff can be appointed from reception to billing section to take
care of patients in order to avoid over crowd and to reduce long waiting time.
• Experienced staff can be appointed in hospitals. In order to retain the experienced
staff the service providers can provide adequate salary, increments and rewards.
• The service providers can recognize the social responsibility by helping the
marginalized and weaker sections of the society by offering them subsidized or free of
cost quality services.
• The health care service providers must take special efforts to maintain cleanliness in
the hospital premises.

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• Lift facilities can be arranged in hospitals with more number of floors.

CONCLUSION

Now-a-days hospitals are being converted into business organisations. But this life
saving sector has the social responsibility of saving the lives of millions of people. The study
aims to find out the gap between the patients’ expectation and perception of services received
from the private hospitals of Kanyakumari district. Among the seven dimensions analysed it
is found that there is huge gap on tangibility dimension with the mean score of 1.69.The
management needs to inculcate professionalism and modern techniques of Customer Relationship
Management to enhance quality. Humanitarian touch is the need of the hour for every health service
provider.The only wealth in this world without any alternative is health. The researcher hopes that the
findings of the study would be of a great help to the patients as well as the service providers. If all the
given suggestions are duly considered and necessary steps are taken by health service providers, the
expectations of the patients can be fulfilled and the gap between the expectation and perception can be
reduced.

REFERENCES
1. Cyril Kanmony, J. (2009), The Economics of Healthcare and Human Rights in India, Human
Rights and Healthcare, Mittal Publications, New Delhi, p.64.
2. www.indiafacts.com,Urban and Rural Population of India 2011, retrieved on 19-11-2013.
3. Tomi Thomas, (2013), “More Plan Periods are Needed to Achieve the Dream of Quality
HealthcareFor All”, Health Action, November, p.3.
4. The Hindu (2010),December 27.
5. Parasuraman.A, Berry, L.L., and Zeithaml, V.A. (1991), “Understanding Customer Expectations
of Service”, Sloan Management Review, Vol Spring, pp.39-48.
6. Oliver, R.L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction
Decisions”, Journal of Marketing Research, 17(3), pp.460-469.
7. Parasuraman, A., Zeithaml, V.A., and Berry, L., (1985), “A Conceptual Model of Service
Quality and its Implications for Future Research”, Journal of Marketing, 49 (Fall),
pp.41-50.
8. Parasuraman, A., Zeithaml, V.A., (1988), “SERVQUAL: A Multiple Item Scale for
Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, 64 (1),
pp.12-40.
9. Kassim, N.M. and Bojei, J., (2002), “Service Quality: Gaps in the Telemarketing
Industry”, Journal of Business Research, 55 (11), pp.845-852.

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10. Carman, J.M., (1990), “Consumer Perceptions of Service Quality: An Assessment of the
SERVQUAL Dimensions”, Journal of Retailing, 66(1), pp.33-35.

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REGIONAL DISPARITY AND LOCAL ECONOMIC DEVELOPMENT IN

KERALA –AN ANALYSIS
Dr THAHIRA K.K
Assistant Professor
Dept: of Economics
AAGA&S College, Karaikal
UT of Puducherry
[email protected].
Abstract
Regional disparities in the levels of development have become one of the most important
growing problem not only in developing countries but also in the most advanced countries of the
world. States have experienced different pace of economic growth with some states showing fast
progress and others were behind, although the national growth has been remarkable for the past
decades. The purpose of local economic development is to build up the economic capacity of a local
area to improve its economics future and the quality of life for all. Development of education,
income, industrial development, health facilities, and other infrastructural facilities are the indicators
of economic development. In this study investigator analyses the comparative picture of regional
disparities in different sectors of development and its impacts on local economic development of
Kerala. And also to suggest policy on local economic development of Kerala sate. This study
employs document analysis and relevant statistical technique like percentage and GINIS coefficient
of inequality index are used. This study reveals that there is large disparities across different regions
of Kerala in terms of their performance on development. Thus to reduce disparity and to improve
economic development certain policies are put forward to local government.
Key terms: Regional disparity, Local development, education and health care
INTRODUCTION

The problem of regional imbalances has become a worldwide phenomenon today. Regional
disparities in the levels of economic development have been either a myth or reality in Indian context
since British times. In spite of a planned economy for the last 67 years, one of the main objectives of
our national planning to narrow down these regional disparities at all levels of development could not
be achieved. These regional, disparities could lead to serious complications in the domain of
economy as well as polity of the state. The issues of concern are that the regionally skewed
distribution of organized economic activities can cause further social disharmony in the state. If these
disparities are allowed unabated, it could lead to serious social and political discontent in the state.

Regional Disparity

The term of disparity is very frequent term is the last ten years. The word disparity means
inequality or disproportion of different phenomena. Disparity may be in regional, national and

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international level. Regional disparity means differences between economic performance and welfare
between countries or regions. Regional disparities express the scope of difference of intensity
manifestation of economic phenomena under investigation observed within regions of a given
country (OECD 2003) Karin Vorauer (2007) defined regional disparity is a deviations from any
conception reference division of characters taken as relevant, in association with different spatial
benchmark levels. Thus regional disparities are manifested in different conditions of life as well as is
unequal economic and development potential. Contrast between city and rural are can be also
understood as a form of disparity.

Regional disparity have negative and positive aspects. Negative regional disparities can be
taken as weakness and positive regional disparities as strengths. Weakness can usually result in key
vulnerability of examined object generally consisting in missing sources by examined object
generally consisting in missing sources and missing capabilities how to make use of available
sources. Strengthness usually result in comparative or competitive advantage of examined object
generally consisting in unique and valuable sources and unique capabilities to make use of these
sources.

Nature of Regional Disparity

Regional disparities nature can get two polarity dimensions-material and intangible
ones. Regional disparities of material nature are disparities reflecting reality and they used to be
associated with measurable indicators. Measurable indicators can be both objective and subjective.
Objective indicators are taken generally from statistics and they can be represent for example income
data, sickness rate, population, education level etc. Subjective indicators are generally taken from
survey data. Regional disparities of intangible nature are disparities reflected in people heads and they
used to be associated with soft localization factors. Among soft localization factors are included as
quality of environment, social quality of population, territory, image etc.
Classification of Regional Disparities
Regional disparities are classified from two related perspectives; such as vertical perspective
and horizontal perspective. Vertical perspective based on knowledge that disparities are changing in
accordance with geographical dimension. Horizontal perspective associating with subject sphere of
their occurrence. Horizontal perspective includes as tangible so intangible disparities.
In its strong sense, development means using the productive resources of society to improve
the living condition of the poorest people. Development is associated with growth and refers to
growth with social justice. The ultimate purpose of development is to provide increasing
opportunities to all people for raising living standard. The most common measures of development
are the percapita availability of gross national product and its growth. The concept of development
has changed recently. Now it is seen beyond economic performance. Development is a process of
qualitative change and quantitative growth of social and economic reality which we call either society
or economy. In its modern sense, development means improvement is a complex of linked natural,

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economic, social, cultural and political conditions. Different economists interpret the concept of
development in different ways. According to Meier and Baldwin, “ economic development is a
process whereby an economy’s real national income increases over a long period of time”.
Local development denotes a quality of regional system in terms of economic growth, social
development, political maturity and ecological conservations. There are many dimensions of local
development such as sectoral, sectional and spatial development. The sectoral development refers to
the development of various sector of economy such as agriculture, industry and infrastructure.
Sectional development involves the development of different segments of society such as tribes,
scheduled caste, peasants etc. Spatial development refers to spatial aspects of all these development
such as rural urban and block development. The important indicators of development. The important
indicators of development are percapita income, physical quality of life index. Generally the criteria
of development in rural areas are a) demographic feature b) Educational attainment c) better
utilization of natural resources d) agricultural and industrial development e) health facilities f)
development of financial institutions g) Infrastructural development h) and women empowerment.
The problem
At present, regional disparity and economic development is one of the most serious problem
faced by each regions in Kerala state. It can also be seen that there are geographical concentration in
infrastructural allocations among the different states of Kerala. Hence it is an attempt to find out the
extent of the problem and to suggest remedial measures for the problem.
Objectives of the Study
The study is confined to the following aspects of Regional disparity and local economic
development.
❖ To analyze the comparative picture of regional disparity among different sectors of Kerala and its
impact on local economic development.
❖ To suggest policies for local economic development.
Hypothesis
There is no regional disparity among different sectors of Kerala.
Review of Related Studies
The available studies related to regional disparity in different aspects were as follows:
C.K.Degaonkar (1990) makes an attempt to asses regional growth in Karnatak state. Dubey
(1990) studies the changing pattern of regional disparities in demographic development in India.
Deitmar Rothermund (1991) analyses the regional disparities in India. Malini and Rajan (1991)
examined the interstate variations in economic development on the basis of PQLI. Sharma (1993)
examined the relative contribution of various sections to G.D.P. Mehra Chaudra & Chand R (1994)
studied the pattern of regional disparities and levels of agricultural development of Kumaun district.
Sen ad Jean Dreeze (1996) write about economic development and social opportunity have dealt with
the problem of India. N.J. Kurian (2000) in his study, assesses disparities in terms of demographic
indicators, female literary, S.D.P and poverty.

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From the above studies it is clear that the indicators of backwardness are low literary rate, lack
of health facilities, standard by living, poor percapita income, lack of industries, outmoded,
agricultural production, poor transportation facilities and tele communication facilities.
Methodology
Economic development is both quantitative and qualitative phenomenon. For the purpose of
data collection descriptive research method has been used. Considering various features of Kerala
state, for the purpose of the study region wise classification are used. To begin with an administrative
classification used as fourteen districts of Kerala were considers as separate regions.
Data were collected from the secondary source such as documents of the Kerala govt, census
report and state planning Board. Gini’s coefficient and percentages are used for the analysis of the
study.
Criteria for selection of factors,
The important determining factors of regional disparity and local economic factors are a)
income poverty and employment opportunities, b) agriculture, c) natural resources, d) industry, e)
health sector, f) Educational attainment, g) and other social factors etc. Among these the investigator
selected the essential factors for studying the present problems are income, education and health
sector of different regions of Kerala, because these are the primary factors which lead to development
of an area. If the factors will reduced certainly it leads to regional disparity and its development. If
income increases then educational attained and health facilities are increase and viceversa.
Analysis of Data and Findings
God’s own country, our Kerala is formed on 1956 Nov 1st . Before the reorganization of
Kerala involves 5 districts such as Trivandrum, Kollam, Kottayam, Thrissur and Malabar. Then
Malabar is divided in to Palakkad,Kannor and Calicut in 1957. Till 1984 Kerala is divided in to
different districts for administrative purpose. Thus it increases the development of different regions.
But in Kerala there is no strict disciplinary measures and regulations among revenue sector, hence it
create some discrimination in Malabar regions. Sharing of fund and financial sectors were not equal
because it doesn’t consider the proportion of population in current way. It is also one of the reason for
increasing the extent of the problem. So it influence the division of thaluks and blocks also.The
demographic feature and average annual percapita income are represented in table I.
District Population Average P.I per annum

Trivandrum 3307284 18502

Kollam 2629703 17734
Pathanamthitta 1195537 21085
Alappuzha 2121943 16353

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Kottayam 1979384 21038

Idukki 1107453 15767
Ernakulam 3279860 22565
Thrissur 3110327 23980
Palakkad 2810892 13284
Malappuram 4110956 14961
Calicut 3089543 18146
Wayanad 816558 14878
Kannoor 2525631 20100
Kasargode 1302600 15599
Source : Kerala Planning board 2011

Census 2011 shows population is highest in Kerala is Malappuram District, but when we
looking towards its P.I it has 12th position in Kerala. On the population basis, Thrissur region have
IVth position. But its P.I first position in Kerala. Thus though the above table we can understand the
regional disparity among regions. The reduction of Percapita Income of a region influence their
development pattern also.
For measuring inequality among Percapita income of these regions through Gini’s cofficent.
The 14 regions were structured as Northern region, in Middle region and Southern region. By
comparing Northern region and Middle region Gini’s coefficient lies in .3., but when comparing with
in middle region and Southern region the value shows more inequality (.8) and by comparing
inequality in between Southern and Northern region the value shows inequality (.6). These shows
there is income discrimination between different regions. The main reason behind this factor is there
is higher variation in population of these regions.
Education and Development
Education is the backbone of economic development of any country. Employment, health, and
all other determinants of development were depending up on educational progress of an area. When
we comparing with other states, Kerala achieved high remarkable progress in education. But in our
state attaining education is a difficult task due to lack of educational institutions in all levels in each
region. This disparity is shown form primary level to higher education. Due to this every students
hasn’t get the opportunity of right to education.
During 1961, Travancore, cochin region has 4349 lower primary schools and increased to
4950 in 2001. But in Malabar it is 4289 in 1961 and increased to 4765 in 2001. When we calculating
this on the basis of percentage the increasing rate in 14%. But the increasing rate in Malabar is 10%.

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The controversy is rate of population is more higher in these regions than Trivandrum and Cochin
regions. Thus in Malabar many children hasn’t get the educational opportunity. Similarly these
problems are felt in high schools and higher secondary schools and higher education. This disparity is
shown in table 2.1
Table:2.1. District wide Educational institutions in Kerala 2010-11
District No. of Schools Arts and Science Engineering
colleges Colleges

Trivandrum 989 20 24
Kollam 927 13 15
Pathanamthitta 736 9 8
Alappuzha 763 13 9
Kottayam 911 21 9
Idukki 478 8 5
Ernakulam 1011 25 26
Thrissur 1009 20 15
Palakkad 972 10 8
Malappuram 1472 12 7
Calicut 1237 14 6
Wayanad 292 6 1
Kannoor 1293 11 6
Kasargode 554 5 3
Total 12644 188 142
Source : D.P.I. and D.T.E

When analyzing the table the highest number of school is in Malappuram and least in
Wayanad. But with the proportion of their population it is not adequate. At the same time in Northern
regions many schools were uneconomical due to shortage of students. In the case of Arts and Science
colleges Ernakulam districts have more institutions and least in Kasargod, Wayanad, Idukki
respectively. After completing school educations students are suffering many problems due to lack of
higher education institutions. It is also noted in professional courses like engineering and medicine.

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Here the problem is that provision of courses and institutions were not on the basis of population and
their need of each region. This problem will resist the local economic development because it create
unemployment problem extensively. Thus without solving this problem rural economy suffering
poverty and other social problems.
Health and Local Economic Development
It is often stated that economic development can contribute to better health-wealth brings
better nutrition and wealthier countries have greater capability to invest in medical care and public
health measures. Better health can make works more productive, enable the students to learn increase
saving, investment and reduce treatment burden. Kerala achieved progress in health sector also. But
when looking towards the regions of Kerala it is very shameful. The reasons are lack of health care
facilities, lack of awareness about the importance of health, poverty, inequality, low income and un
employment Regional Disparity in health sector is started from the formation of Kerala. During 1956,
there is 356 health institutions are exist in Northern regions, but it is only 56 in Southern regions.
This disparity is increasing continuously. There is no Govt.medical colleges in each district. Govt
announced new medical colleges in Malabar regions. But its working is not implemented in
appropriate manner.
Majority of the rural people were depending up n the community health centre. But it is very
rare in Kasargod and Wayanad. So the tribal people affecting severe health problems gradually is
affecting their economic conditions. There is no beds for the patients as per their need in major
institutions. The lack of health care facilities were represented though the table 3.1. The table reveals
that there is high disparity between each regions in different facilities. Provision of bed facilities in
different institutions is higher in Trivandrum ie, 4853 and lowest in Kasargode 1099. In Malappuram
it is 3705. These values shows the whole population havn’t get health care facilities.
Table:3.1
Health Care Institution in Kerala
Districts Gen District Primary Community Specialty T.B Taluk PHC Others
Hospital Centre Centre Centre Hospital
Trivandru 1 1 62 25 5 0 5 7 9
m
Kollam 0 1 48 17 1 2 8 6 2
Pathanamt 2 1 39 13 0 1 3 4 1
hitta
Alappuzha 1 0 39 16 2 2 8 17 1
Kottayam 1 1 41 17 1 2 5 13 0
Idukki 0 1 29 14 0 1 4 11 2

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Ernakulam 1 0 41 24 1 1 10 35 2

Thrissur 0 1 68 25 2 1 7 11 3
Palakkad 0 1 64 19 1 1 6 11 9
Malappura 0 1 63 22 0 2 6 20 6
m
Calicut 1 0 56 16 4 1 7 7 0
Wayanad 1 1 13 8 0 1 2 8 8
Kannoor 1 1 68 12 0 1 5 14 3
Kasargode 1 1 30 9 0 1 2 10 3

Source: Kerala Economic Revenue-2011

Problems in health sector is seen in all types medical institutions like Homopathic and
Ayurvedic. So many backward people were not getting any good health status and leads to economic
backwardness of these regions and lowers social welfare, especially is Wayanad, Kasargode,
Malappura and Palakkad district.
Suggestions and implications
❖ Resources should transfer from state to districts, weighted in favor of backward areas.
❖ Priority given to programmes which spread over the entire area within the shortest possible time.
❖ When allocating the resources to district it should be on the proportion of population.
❖ Implement the schemes for promoting the local economic development with the assistance of centre.
❖ Start the small scale industries to increase the income of households of backward districts.
❖ Confirm educational opportunity to every child in each region.
❖ Govt. should establish more investment to develop health sector and there by local economic
development.
❖ Establish the welfare schemes as per the need base of the people lives in backward regions.
❖ Govt should plan from grass root level to eradicate regional disparity and to ensure local economic
development.
❖ Three tier Panchayath system should plan for their own development in all sectors in an adequate
manner

CONCLUSION
For the balanced local economic development regional disparity should be eradicated. But
even in the globalized era, our state have suffered many problems of regional disparity and loss our
local development. Population growth, percapita income, educational attainment ratio and health

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facilities were the variable involved in it. All variable of the study shows regional disparity and
reasoned to low economic development of the regions. Govt should care about this problem and take
remedial measures without any interventions. Development should be need based of the polity. Local
Panchayath should take interest in this area then economy will develop.

REFERENCE

1. Anita.K, Balanced Regional Development in India-issues and policies-New century

Publications, New Delhi (2006)
2. Chandana.R.C, Regional Planning and development.- Kalyani Publishers. New Delhi (2004)
3. Inter sate Income Disparities in India, Indian Journal of Regional development.Vol 3,No: 2
4. Agarwal A.N and Kundan, L Economics of development and Planning-Vikas Publishing
house, New Delhi (1989)
5. Lekhi.R.K, The economics of Development and planning; Kalyani Publishers-New Delhi
(2011)
6. Dhingra, I.C; Indian Economy; Sulthan Chad and Sons; New Delhi (2012)

7. Alois Kutscheraer et al; Regional Disparities; Ostrava 2010.

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Analysis of Phytoconstituents and antimicrobial activities of

Pognatum microstomum – a bryophyte(moss)

P. Pushba Bai1, *S. Sahaya Sathish1, S. Senthil kumar2, S. Alagendran, S. Bavya1, V.

Thangarajan1, S. Wellington Prabu1 and R. Kavitha1
1
PG and research Department of Botany, St.Joseph’s College, Tiruchirappalli -620 001.
2
PG and research Department of Botany, National College, Tiruchirappalli -620 002.
3
Dhanalakshmi Srinivasan Agriculture College (Affiliated by TNAU, CBE), Perambalur-621 212,
Tamil Nadu.

Abstract
The present study revealed that the phytochemical analysis and antimicrobial activities was
analyzed in ethanolic, methanolic, chloroformic and ethyl acetate extract of Pognatum microstomum
against six bacterial pathogens viz.. Staphylococcus aureus, Bacillus subtilis, Pseudomonas
aeruginosa, Salmonella typhi, Escherichia coli and Proteus vulgaris by disc diffusion method and
agar well diffusion method. The result indicated that in phytochemical analysis, Steroids, Terpenoids,
Saponins, Tannins and Glycosides are present. In antimicrobial activities in Disc Diffusion method
the diameter of the inhibition zone is comparatively higher in the case of Escherichia coli, Bacillus
subtilis and Pseudomonas aeruginosa. The other strains also showed notable inhibition zone. Among
the two plants Pognatum microstomum possess more activity than the other parts. Among the various
solvents used for the extraction, the ethanol extract produced comparatively higher activity than the
other solvents. The antibacterial activity of the Pognatum microstomum clearly indicates that both
gram-positive and gram-negative bacteria were found to be susceptible to the treatment. The ethanolic
extracts produced measurable inhibitory activity than other solvents. Absence of measurable activity
was noticed in some strains such as Staphylococcus aureus and Salmonella typhi so plants
Pognatum microstomum contains notable antimicrobial activity.

Key Words: Pognatum microstomum, Phytochemical analysis, Antimicrobial Activities

INTRODUCTION
Mosses are found both in the plains as well as in high ranging altitude up to 8000 feet above
sea level. There was a record of collection of species from an altitude of 19,800 feet. The presence of
mosses in abundance is an indicator of unpolluted environment and of forest condition. Mosses are
also pioneers in the formation of soil because they are the second colonizers next to lichens on barren
rocks in plant succession in xerosere. They are good binders as they form large mats on forests floors
and sidewalls, thus controlling soil erosion. They are a good source of humus and hence a haven for a
number of soil-dwelling invertebrates likes earthworms. They act as good seed beds for seedlings and
saplings particularly in evergreen forests. Possessing a high range of adaptability in adverse climate
conditions, they occur everywhere from the Antarctic to the Arctic region. They are abundant in
temperate and tropical rain forests too.
In India, mosses are almost widely distributed in all forest regions and there are about 2100
species, belonging to 330 genera and 57 families (Chopra, 1975). In spite of the richness of moss

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flora in the country, there is a dearth of researchers in bryology and in the amount of work done on
their taxonomy owing primarily, lack of knowledge of their economic value and reluctance on the
part of scholars to expose themselves to exhaustive field study. Lack of recognition for bryologists
and their research contribution and want of funding agencies are some of the other drawbacks
encountered in this area of study. To a considerable extent, however, a systematic account of some of
the members of this group is available in the moss floras of Eastern India, the North-west Himalayas,
the Nilgiris, the Palnis and recently for the Western India (Dabhade, 1969).
Material & Methods
Collection and identification of plant material The moss plants Such as Pognatum
microstomum were collected from kolli hills of Eastern Ghats, Namakkal District, Tamil Nadu.The
moss plant identification was made with the help of Gangulee’s monograph.‘Studies on the moss of
Eastern India and adjacent region’ (Volume I & II).
The phytochemical screening was carried out for the qualitative determination of metabolites
present in Pognatum microstomum .
Preparation of discs
Discs usually consisted of absorbent paper impregnated with the compound (plant extract). It is most
convenient to use Whatman No. 1 filter paper for preparing the discs. Dry discs of 6 mm diameter
were prepared from Whatman No. 1 filter paper and sterilized in an autoclave. These dry discs were
used for the assay.
Circular discs of 6 mm diameter were prepared from Whatman No. 1 filter paper and
sterilized in an autoclave. These paper discs were impregnated with test compounds (plant extract) in
the respective solvents for overnight and placed on nutrient agar plates seeded with the test bacterium.
The plates were incubated at 37oC for 24 hr. After 24 hr the zone of inhibition around each disc was
measured and the diameter was recorded. Gentamycin (10 mcg/disc) was used as the reference. A
negative control was prepared using only the solvent used for extraction and kept for comparison.
The tests were repeated 4 times to ensure reliability of the result.
Agar well diffusion method (Perez et al., 1990)
Nutrient agar was used as the culture medium for this assay. The molten nutrient agar was
dispensed in presterilized petridishes (25 ml each) and allowed to cool. These agar plates were
homogenously inoculated with the test bacterium previously suspended in tryptose broth (106
cells/ml). The plates were allowed to solidify. After solidification holes/wells (cups) of 6 mm
diameter were punched into the agar with the help of flamed cork border. Five wells were prepared
for each plate. Of these five, three holes were filled with 0.2 ml of the plant extract and the fourth
hole was filled with 0.2 ml of standard antibiotic solution (Gentamycin, 500 g/ml) and the fifth hole
was filled with blank (extracting solvent alone). The petridishes were incubated at 37 C for 24 hr.
After this incubation period the diameter of the inhibition zone formed around each hole (well/cup)
was measured and the values were recorded. The antimicrobial activity was expressed as the ratio of
the inhibition zone produced by the plant extract and the inhibition zone caused by the standard. Two
sets of control were used. One control was the organism control where standard antibiotic solution
was used and the other control was the blank where only the extracting solvent was used. This was
just to ensure the validity of the test. Testing was carried out for each bacterium in triplicates.

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Result and Discussion

The phytochemical screening
The phytochemical screening was carried out for the qualitative determination of metabolites
present in Pognatum microstomum .The ethanolic plant extract were analysed based on the method
by Brindha et al. (1981). The results of the phytochemical analysis are shown in Table..The results of
preliminary phytochemicals analysis, the tableindicates experimental plant appears to contain
metabolites such as steroids, terpenoids, saponins, tannins and glycosides. It can be inferred from the
result that the plants found possess almost all the identified compounds than the other parts. Hence
further spectral analyses carried out only in plant extract.

Qualitative phytochemical analysis of Pognatum microstomum

Metabolites Pognatum microstomum

Steroids +

Terpenoids +

Alkaloids –

Flavanoids –

Saponins +

Tannins +

Anthroquinones –

Glycosides +
‘+’ represents Present ‘–‘ represents Absent

ANTIMICROBIAL ACTIVITIES
Disc diffusion method
The antibacterial activity of the various solvent extracts of different parts of
Pognatum microstomum by Disc diffusion method has been summarized in the Table .The
results indicate that all parts of the plant exhibited activity against some bacteria. The
inhibitory action was observed in terms of diameter of inhibition zone formed around each
disc caused by the diffusion of antimicrobial substances from the paper d isc in the
surrounding medium. A close examination of the results shows that the extent of
antibacterial activity of each solvent extract against each of the bacterial strains follows a

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rank of order. In the case of plants where the antibacterial activity was observed at a
maximum level, the various solvent extracts follow an increasing rank of order such as
ethanol, ethyl acetate, methanol and chloroform. In other words, antimicrobial activity was
maximum (highest in ethanol extract and lowest in the chloroform extract. The diam eter of
the inhibition zone for each of the sample against each microorganisms was found to be
either less than or greater than or equal to that of the standard antibiotic (Ampicilin) used in
the study.
The diameter of the inhibition zone is recorded in th e plant extracts shows the
ethanolic extract exhibits maximum antimicrobial activity against almost all the bacteria
tested. The diameter of the inhibition zone is comparatively higher in the case of
Escherichia coli, Bacillus subtilis and Pseudomonas aeruginosa. The other strains also
showed notable inhibition zone. The results are compared with the standard antibiotic. The
ethyl acetate, methanol and chloroform plant extracts produced inhibition zones too but it is
lesser when compared with the ethanolic extracts.
Antibacterial activities of plant extracts of Pognatum microstomum to various bacteria by disc
diffusion method
Diameter of Inhibition Zone in mm (mean)*

Ethylacetat
Methanolic

antibiotic #
m Extract
Chlorofor
Ethanolic

Standard
Microorganisms

e extract
Extract

Extract

Gram-positive Bacteria
Staphylococcus aureus 2.90.12 0.80.01 1.40.19 080.12 6.3
Bacillus subtilis 4.20.05 070.5 – 1.00.15 9.2

Gram-negative
Pseudomonas aeruginosa 3.90.04 – 2.10.08 – 12.2
Salmonella typhi 2.80.15 – 2.50.12 1.40.16 8.5
Escherichia coli 4.671.30 – – 0.40.11 13.6
Proteus vulgaris 3.50.08 – – – 10.5

* Mean for triplicate.  Standard Deviation

# Amphicilin – Absence of measurable inhibitory zone

It is an interesting to note that Pseudomonas aeruginosa which is known to be a very

resistant bacterium even to synthetic drugs, was found to be susceptible to the ethanolic

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plant extract. Similarly Salmonella typhi,a multiple drug resistant strain which infects only
human and causes typhoid fever and in sensitive to antibiotics such as chloramphenicol was
also found to be susceptible to the ethanolic plant extracts.
The result of various extracts and their antimicrobial activity has been shown in
Table. Though these extracts exhibit inhibitory activity against some bacteria the diameter
of inhibition zone is less than Pognatum microstomum plant extract. Complete absence of
measurable inhibitory action was also observed in chloroform and methanol extract against
some bacterial strains such as Staphylococcus aureus and Salmonella typhi.
Agarwell Diffusion Method
The results the diameter of the inhibition is less than the standard. Among the two
plants Pognatum microstomum possess more activity than the other parts. Among the
various solvents used for the extraction, the ethanol extract produced comparatively higher
activity than the other solvents.The antibacterial activity of the Pognatum microstomum
clearly indicates that both gram-positive and gram-negative bacteria were found to be
susceptible to the treatment. The ethanolic extracts produced measurable inhibitory activity
Absence of measurable activity was noticed in some strains such as Staphylococcus aureus
and Salmonella typhi.
Antibacterial activities plant extracts of Pognatum microstomum to various bacteria by
agarwell diffusion method
Diameter of Inhibition Zone in mm (mean)*

Ethylacetate
Chloroform
Methanolic

antibiotic#
Ethanolic

Standard
Microorganisms
Extract

Extract

Extract

extract

Gram-positive Bacteria
Staphylococcus aureus 3.20.09 1.50.06 – 2.30.08 9.2
Bacillus subtilis 3.20.07 2.90.89 – 170.11 6.7
Gram-negative
Pseudomonas aeruginosa 3.40.96 – – 1.20.46 8.1
Salmonella typhi 2.80.05 – 1.30.07 – 5.9
Escherichia coli 2.50.21 – – 2.50.75 7.1
Proteus vulgaris 3.20.06 – 1.40.08 – 9.4

* Mean for triplicates.  Standard Deviation

# Amphicilin – Absence of measurable inhibitory zone

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CONSUMER AWARENESS ON PROCTER AND GAMBLE PRODUCTS - A STUDY

WITH SPECIAL REFERENCE AT TIRUNELVELI

Dr. P. Geetha
Assistant Professor of Commerce
Sadakathullah Appa College (Autonomous), Rahmath Nagar, Tirunelveli -11.
Dr. M. Sultana Barvin
Assistant Professor of Economics
Sadakathullah Appa College (Autonomous), Rahmath Nagar, Tirunelveli -11.
Dr. A. Benazir
Assistant Professor of Commerce
Sadakathullah Appa College (Autonomous), Rahmath Nagar, Tirunelveli -11
Abstract
Consumer awareness is important so that purchaser can take the accurate decision and make the
exact choice. FMCG sector is a very important contributor to India‘s Gross Domestic Product. It
has been contributing to the demand of lower and middle income groups in India. Consumer
Awareness is an act of building positive thoughts that the buyer or consumer is conscious of the
information about products, goods, services, and consumers’ rights.
Keywords: Consumer Awareness , P&G , FMCG
1.1 INTRODUCTION
Consumer Awareness is an act of building positive thoughts that the buyer or consumer
is conscious of the information about products, goods, services, and consumers rights. Consumer
awareness is important so that purchaser can take the accurate decision and make the exact choice.
1.2 REVIEW OF LITERATURE
Surinder S. K. (2013) The author has studied the consumers’ perception towards the fast
moving consumer goods in rural markets. The data are collected with the aid of well prepared
questionnaire from 1000 respondents among 40 villages in Haryana state. The results show that
the rural buyers perceived that TV commercials followed by print advertisements and word of
mouth plays a significant role for taking the decision to purchase these FMCGs and rural buyers
perceived that social factors are no so strong that those may influence their decision to purchase
these FMCGs.
Srivastava and Kumar (2013) analysed that FMCG sector is a vital contributor to India‘s
Gross Domestic Product. It has been contributing to the demand of lower and middleincome
groups in India. Over 73% of FMCG products are sold to middle class households in which over
52% is in rural India. Rural marketing has become the hottest marketing arena for most of the
FMCG companies. The rural India market is enormous and the opportunities are unlimited. This
research paper provides detailed analysis about the contribution of FMCG industry in growth of
Indian rural market and aims to discuss about customer attitude towards better purchasing

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decision for FMCG products in rural market with growing awareness and brand consciousness
among people across various socio-economic classes in rural market.
1.3 OBJECTIVES
Below are the objectives of the present study
• To know the socio-economic profile of consumers purchasing Procter & Gamble
products.
• To know the awareness and attitude of consumers on purchasing Procter & Gamble
products.
• To know the satisfactory level of respondents on their purchase of Procter and gamble
products.
• To make finding based on the study and provide suitable suggestion to improve their
purchase on fast moving consumers goods.
1.4 SCOPE OF THE STUDY
The study on “CONSUMER AWARENESS ON PROCTER AND GAMBLE
PRODUCTS” covers the geographical area of Tirunelveli city. The main aim of the study is to
find out the consumer awareness of Procter and Gamble product among the Tirunelveli people.
1.5 SAMPLE SIZE OF RESPONDENT
100 respondent of sample size
1.6 SAMPLING TECHNIQUE
Simple random sampling technique was used for collect the primary data.
1.7 AREA OF STUDY
Tirunelveli.
1.8 PERIOD OF STUDY
Period of study covers from December 2018 to March 2019.
1.9 METHOD OF DATA COLLECTION
1.9.1 Primary Data
The primary data collected through questionnaire administered to a sample of 100 consumers
selected from Tirunelveli. The questionnaire was pre-designed and pre-tested before it was
administered.
1.9.2 Secondary Data
Secondary data was collected through various publications of newspaper, magazines, books and
magazines.
1.10 SATISTICAL TOOL USED
After data was collected a master table was prepared. Modern statistical tools are used a
research work. Percentage, Liker’s 5 rating scale and Garrett ranking technique were used for
analyzing the data.
1.11 LIMITAIONS OF THE STUDY
❖ The study is conducted only in Tirunelveli.

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❖ The analysis made only with limited sample.

❖ The study aims at know the consumer awareness of P&G Product.
❖ Term duration for conducting research is very limited due to lack of time extensive research is
not conducted.
1.12 DATA ANALYSIS AND INTERPRETATION
TABLE NO:1.1
DEMOGRAPHIC DETAILS OF SAMPLE RESPONDENTS
AGEWISE DISTRIBUTION OF SAMPLE RESPONDENTS
S.No. Age No. of respondent Percentage
1. Below 20 52 52
2. 21 – 30 36 36
3. 31 – 40 8 8
4. Above 41 4 4
Total 100 100
GENDER WISE DISTRIBUTION OF SAMPLE RESPONDENTS

S.No. Gender No. of Respondent Percentage

1. Male 22 22
2. Female 78 78
Total 100 100
OCCUPATION OF SAMPLE RESPONDENTS

S.No Occupation No of Respondents Percentage

1 Businessmen 13 13
2 Government Employees 16 16
3 Private Employees 31 31
4 Professionals 24 24
5 House Wives 7 7
6 Students 9 9
Total 100 100
MONTHLY INCOME

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S.No Monthly Income No. of Respondents Percentage

1. Below Rs.10,000 22 22
2. Rs.10,001 – Rs.20,000 25 25
3. Rs.20,001 – Rs.30,000 18 18
4. Rs.30,001 – Rs.40,000 16 16
5. Above Rs.40,001 29 29
Total 100 100
Source: Primary Data

Above table shows that the demographic profile of sample respondents ie their age, gender,
occupation and their income of respondents at Tirunelveli. These factors are vitally influenced
their purchase, therefore, those are taken for the study.

1.12.1 AWARENESS AND SOURCES OF AWARENESS

Knowing about the awareness of P&G brands is more important for the present
study. Hence it is collected and presented in table no 1.2. People could know the information
through media, friends and relatives. Internet and online advertising also play vital role for their
choice on purchase.

TABLE 1.2.AWARENESS OF P&G PRODUCTS

S.No Awareness of P&G Products No of Respondent Percentage

1 Aware 65 65
2 Not Aware 35 35
Total 100 100
Source: Primary Data

The analysis shows that 65 percentage of the respondents are aware of P & G product
while 35 percentage are not aware of it though they are attracted at its brand name.

TABLE 1.3.SOURCE OF INFORMATION

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S.No Source No of Respondent Percentage

1 Advertisement 27 27
2 Friends 40 40
3 Relatives 14 14
4 Internet 19 19
Total 100 100
Source: Primary Data

The study says that 27 percentages of the respondents know about the product through
Advertisements, 40 percentages of the respondents through Friends, 14 percentages of the
respondents through Relatives and 19 percentages through Internet.

It is inferred that 40 percentages of the respondents know about the product through
Friends.

TABLE 1.4.LOYALTY ON P&G PRODUCTS

S.No. Regular customer No. of Respondent Percentage

1. Regular purchasers 61 61
2. Not regular purchasers 39 39
Total 100 100
Source: Primary Data

The above table makes it very clear that 61 percentages of the respondents are the
regular customer to P & G products and 39 percentages of the respondents are not.

It is inferred that 61 percentages of the respondents are the regular customers to P

& G products.

1.12.2 CUSTOMERS’ PREFERENCE

TABLE 1.5.PREFERENCE OF PROCTOR AND GAMBLE PRODUCTS

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TYPE OF PRODUCTS PREFERRED

S.No Category No. of Percentage

Respondents
1 Household care 26 26
2 Hygiene and Health care 44 44
3 Beauty Grooming& Hair care segments 30 30
Total 100 100
BRAND PREFERENCE ON HYGIENE & HEALTH CARE PRODUCTS

S.No Preferrence on Hygiene & Health Care No. of Percentage

products Respondent
1 Vicks 29 29
2 Whispher 24 24
3 Pampers 6 6
4 Oral-B 25 25
5 Ambipur 16 16
Total 100 100
Brand preference on Hair Care Segment Products

S.No Products No. of Percentage

Respondent
1 Pantene 33 33
2 Head & Shoulder 57 57
3 Wella 10 10
Total 100 100
Brand Preference on Beauty Grooming Segment

Sl.No Products No. of respondent Percentage

1 Gillette 31 31
2 Olay 49 49

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Total 100 100

Source: Primary Data

The table no shows the preference of proctor and gamble products by the respondents.
Vicks preference high in health care segments and followed by oral – B. Under hair care
segments people preferred head and shoulders. In Beauty grooming, they preferred to buy Olay.

1.12.3 SATISFACTION ON P&G PRODUCTS

TABLE 1.6.SATISFACTION ON P&G PRODUCTS

S. No. Variables H.S S N D H.D Weighted Weighted

Scores Mean Scores
1. Satisfaction with the quality of 120 144 54 20 12 350 3.50
products
2. Satisfaction with availability of 125 116 63 26 12 342 3.42
products
3. Satisfaction with price 105 92 90 64 10 361 3.61
4. Satisfaction on Opinions given 90 108 57 46 13 314 3.14
by others on themselves
5. Availability of Products 100 104 75 38 10 327 3.27
6. Advertisement for P&G 110 132 48 36 11 337 3.37
products
7. Satisfaction on brands of P&G 120 108 78 32 12 350 3.50
Source: Primary Data

This analysis shows the satisfaction on proctor and gambles products and it weighted score and
mean scores.

1.12.4 PREFERENCE ON VARIOUS BRANDS OF P&G PRODUCTS

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Below table shows the choice of household care products and its ranks particularly on
washing powder. Their preference on usage of various brands on Beauty grooming and health
care segments.

TABLE 1.7.Choice of household care products

Household care Weighted Garrett Weighted Average

Sl.No Rank
products Value Garrett Value
1. Tide 5574 55.74 II
2. Gain 5103 51.03 III
3. Ariel 6327 63.27 I
4. Duracell 4739 47.39 IV
5 Mr. Clean 4576 45.76 V
6. Dawn 4323 43.23 VI
Source: Computed from primary data

On the basis of Garret Ranking method choice on washing powder was ranked by
respondents. First rank goes to Ariel, Second rank goes to Tide, Third rank goes to Gain, Fourth
rank goes to Duracell, Fifth rank goes to Mr. Clean and Sixth rank goes to Dawn.

TABLE 1.8.CHOICE ON BEAUTY GROOMING PRODUCTS

Beauty Grooming Weighted Garrett Weighted Average

Sl.No Rank
products Value Garrett Value
1. Gillette 4975 49.75 III
2. Olay 5474 54.74 I
3. Fusion 5020 50.20 II
4. Wella 4822 48.22 IV
Source: Computed from primary data

Based on analysis it is clear that most preferable brand is Olay followed by Fusion. Least
preference is wella.

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TABLE 1.9.CHOICE OF HEALTH CARE SEGMENT

Health care Weighted Garrett Weighted Average

Sl.No Rank
segment Value Garrett Value
1. Pampers 5102 51.02 IV
2. Pantene 5483 53.83 III
3. Crest 4990 49.90 V
4. Oral – B 5756 57.56 II
5. Head & Shoulder 5757 57.57 I
6. Bounty 4522 45.22 VII
7. Whisper 4984 49.84 VI
Source: Computed from primary data

Based on analysis it is clear that most preferable brand is Head&Shoulders followed by

Oral - B. Pamper and whisper secured IV and VI rank. Least preference is Bounty.

1.12.5 INFLUENCING FACTORS

TABLE 1.10.FACTORS CONSIDERED AT THE TIME OF PURCHASE

Weighted Garrett Weighted Average

Sl.No Brand Image Rank
Value Garrett Value
1. Price 5441 54.41 II
2. Promotion 4878 48.78 V
3. Package 4985 49.85 IV
4. Brand name 5456 54.56 I
5. Quality 5313 53.13 III
6. Availability 4515 45.15 VI
Source: Computed from primary data

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On the basis of Garret Ranking First rank goes to Brand Name , Second rank goes to
Price, Third rank goes to Quality, Fourth rank goes to Package, Fifth rank goes to Promotion and
sixth rank goes to Availability.

1.13 FINDINGS, SUGGESTION AND CONCLUSION

The findings and suggestions are discussed in a concise manner rather than descriptive
form.

1.13.1 FINDINGS

• 52% of the respondents were below the age of 20 years.

• 78% of the respondents were Female.
• 41% of respondents are Under Graduate.
• 83% of respondents are Unmarried.
• 31% of respondents are Private Employee.
• 73% of the respondents belong to a nuclear family.
• 29% earn above Rs.40,000 per month.
• 65% of the respondents are aware of P & G product.
• 40% of the respondents came to know about the product through their Friends.
• 61% of the respondents are the regular customer of P & G products.
• 38% of the respondents used to spend between Rs.1001 – Rs.2000.
• 33% of the respondents are motivated to buy the products by celebrity.
• 68% of the respondents say they do not face any problems.
• 44% of the respondents prefer ‘Hygiene and Health care’ category.
• 67% of the respondents purchased in Super market.
• 29% of the respondents prefer Vicks.
• 57% of the respondents use Head & Shoulder.
• 49% of the respondents buy Olay.

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• It is found that the respondents have ranked Brand Name as first, followed by price,
Quality, Package, Promotion and Availability for the factors influencing on their
purchase.
1.13.2 SUGGESTIONS

• Due to over usage of chemicals, many of the respondents say that they face side
effect and some problem. Hence, usage of chemicals should be reduced as
minimum or better to concentrate on introducing organic products.
• Despite constant advertising and publicity, consumers are still unaware of P&G
products. The company can pay more attention towards advertisement on its
company name.
• Consumers prefer best quality products at any price, so the company can
introduce products under beauty & Grooming segment. Herbal ingredients can be
highlighted more in beauty products as much as possible in other segments too.
REFERENCES

1. Srivastava, Preeti and Kumar, Raman, ―A Study of Consumer Behaviour that Influences
Purchase Decision of FMCG Products in Rural Markets of Uttar Pradesh‖, International
Journal of Retailing and Rural Business Perspectives, Vol. 2, No. 3, 2013.
2. Surinder Singh Kundu. Customers’ Perception towards the Fast Moving Consumer
Goods in Rural Market: An Analysis, International Journal of Techno-Management
Research. ISSN: 2321-3744, 2013; 1(2)

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Contemporary Perspective of Disaster Risk Management under a Pragmatic Approach

Aiming Sustainable Development

Prayaga M.A
ICSSR Doctoral Fellow in Public Administration,
Department of Political Science
University College, T hiruvananthapuram
[email protected]
Abstract

Activity of disaster management got advanced in a meandering way from running

incidents of hazards to managing the risk of such events. Affairs of risk, resilience and
sustainability, the trios hold the entire mankind opens a particular mode of action in dealing
matters concerning disaster management. Among these actions the field of risk management
holds special concern with regard to the up surging concern on the notion of developmental
sustainability upon us. Today the mechanism of disaster risk management did under do a change
in its approach to a more holistic type wrapped in pragmatism. The very existence of the man
tribe is heavily consistent with the accuracy and reliability on the feature of sustainability. This
level of sustainability ring upheld the amount of development upon which the contemporary
situation revolves and is relied upon. There are different level of courses or happenings and the
fundamental process which may negatively crash the pace of development, in their long or short
run. In the present scenario disasters of any mode paves deep concern than any other aspect of
development, as a result, the different mechanism of the event need to be studied in a multi sided
way. This paper sheds light on understanding the novel concept of emerging the risk fact of
disaster and how this factor would be seen cross culturally to formulate a well knit disaster risk
management formula in a more sensible adaptive method. This novel approach in managing
such aspect of hazard could be used as an important tool for ensuring development sustainably.

Keywords: Risk Management, Hazards, Disaster, Sustainability, Development

INTRODUCTION

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“I am learning the language of world and everything in the world is beginning to make sense to
me” (Paulo Coelho).

He when quoted these words men tried connecting the essence of these wordings with
their emotions rather never attempted a prismatic vision on the lines. Present days piling up
instances of various occurrences of disasters, if, connected with this time could be able to
rephrase the meaning. Man in his incautious race for development often pretermitted the Mother
Nature and her presence which made her emend the necessity in reminding her sons of her
existence. The expanding convolutions and dynamic nature of the planet requested for a more
conceptual and empirical approach to development based on the sustainability notion. This
particular method will urge us to clasp and manage the unpredictability, complexity, obscurity
and zestful change that are occurring in our world currently (Beck,1992). Analyzing this
particular concept of study it vividly showcases that the fact of rise is a key conceptualization
which need to be handled under special cautious proceedings. The thought of development
wrapped in the safer tissue of sustainability urges us to think ahead into unresolved days ahead.

Disaster Risk Management is the process which involves the application of policies and
strategies concerning disaster risk reduction methods. It also includes strategies to prevent new
risks of disasters and also in reducing the ongoing disaster risks. This altogether set a new
methodology to manage residual risks and to contribute in the strengthening of resilience and
reduction of losses (Hood and Jones, 2004). These actions related to disaster risk management
are categorized into prospective, corrective and compensatory disaster risk management
mechanisms.Present day management mechanism off disasters had evolved back road from
managing happenings of hazards to managing the disaster risks to much more concern. Thus the
developing concept of risk management approach to hazards clearly states the basal threats and
amenability, in accordance with the nature of or anthropogenic are often gauged empirically and
requisite measure are laid down to put a stop to the formation of risks at ignition (Kumar, 2017,
p.15). This also echoes that the ongoing mechanism of risks are minimised through a blend of
different constructional and non systemic measures incorporating innovative mechanism of
sharing the risks and insurance related.

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Among the categories of risk, it is the residual risks which are really incurable as they can
neither averted nor decreased or insured, there exist no other variation except to get prepared to
go through the event. It is from this perspective today; the action of disaster preparedness holds
an important space in the entire disaster managing process (Sen, 2019, p.2). It means obtaining
shield of preparation in order to acknowledge the event of happenings effectively as and when it
falls so that men can be rescued and related. Sufferings can be lessened to the maximum level
possible over measures like emptying, search and rescue and philanthropic assistance like shelter
and comfort. Even the act of preparedness involves various policies, resource I place, and
methodologies for building back better houses, lives and frameworks that had been devastated at
the time of hazards (senanayaka, 2003, p.250). In maintaining the level of effective disaster
preparedness mechanism the entire steps of disaster risk management did assume deceive
prominence for maintaining a model which is sustainable rattling the flavours of development.
The losses and damages occurred as a result of these disasters is mounting the plethora of further
steps albeit taken to lessen the losses so occurred. As a result a well structured and proactive risk
management framework could be carved out only from the pinpoint and timely analysis of the
scene of development which is undergoing the region of such happenings.

Momentum of Development

This is also a fundamental truth that ‘Disaster’ has been with us as long as recorded
history, and presumably even longer. Generations of people here had to withstand disaster. The
mode of development along with the changing face of generation also is interlinked and this
trend of development is a certain factor which needs to be regarded in relation to the modern
challenges while facing risk of disaster management. These challenges often pave the road in
building up the well structured mechanism of risk management accordingly. In tradition disaster
threat there has not been very much reduction whether it be natural hazard or man made one,
most of the problem remains as threatening as ever. The fact remains that we, the mankind have
learned to live with these problems to some extent. But we have neither eliminated nor contained
them. On the contrary, some of the traditional disaster threats have grown both in intensity and
frequency. The human induced factors in recent past have in fact added to these threats such as,
unchecked population growth, human settlements on eco sensitive and fragile areas, and so on.

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These sensational happenings made the system more prone to step into a well knit risk
management mechanism. These changes have induced such chain reactions which are indeed
detrimental to human survival and development (Prabhakar & Parway, 2019, p.p 563-567).
Ignoring traditional architectural designs and resource management system without having
conducted sustained risk management process have started giving new lethal dimensions to these
traditional threats.

Natural hazards like earthquake, drought, floods, storms, fires, and volcanic eruptions
have caused major loss of human life and livelihoods in the past for decades. This further added
on to the destruction of economic and social infrastructure, and precipitated significant
environmental damage. Sustainable development initiatives and poverty reduction programmes
are severely threatened by disasters triggered by natural hazards, often these are amplified by
human activities or technologies. And the global cost to humanity will escalate if the likely
impact of climate change is not countered with aggressive disaster reduction measures.

Disaster reduction is the mechanism of preparing at motivating societies to overcome the

menace of risk. The activity also initiates to become engaged in the conscious management of
risk and reduction of vulnerability (Douglas, 1992). As a cross- cutting issue, it demands
substantial commitment from public authorities and greater inter – sectoral and policy co-
ordination at all levels. And it demands full use of tools used for measuring environmental
vulnerability such as indicators and risk assessments.

Hazards are inevitable but disasters are not. By seeking to understand current, as well as
past situations and conditions, communities and public authorities can anticipate, and therefore
minimize, the risk of future disasters. A system of comprehensive risk assessment and analysis,
based upon detailed and accurate information on hazards and people’s vulnerability to them, is
apre- requisite to an adequate and successful disaster reduction strategy. It has to be regularly
updated and widely disseminated (Senanyaka, 2003, p. 255).

The concept of Risk is rooted in certain conditions of physical, social, economic and
environmental vulnerability depending upon the region. Such conditions require assessment and
management on a continuing basis with the main aim of minimizing exposure to hazards. This

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can be done by strengthening relationships and by developing reliance on individual capabilities

and institutional capacities that can withstand loss or damage, or those that will hasten recovery
if loss or damage occurs (Draft Global Review on Disaster Reduction, ISDR, 2002). Fostering
community involvement and organization at the local level to increase awareness reduce risk to
disasters and to assist in the development of coping capabilities within communities.

In the development of grappling such capabilities the momentum f development need to be

well studied for formulating an effective adaptable disaster risk management methodology.
Disasters are often intervened with development in a three dimensional nexus. They can be
figured as:

i. The well earned developmental gains of years and decades are disfigured by the
phenomena of disasters.
ii. Vulnerable communities are highly exposed to the risk of such disasters more
commonly due to the unawareness of development exposures which need to be
further analysed in structuring a well backed disaster risk management mechanism.
iii. Disasters are very much prudent in creating new risks of hazards in accordance with
the change of developmental era.
The below given figure clearly explains the mechanism of modern shift from the process of
disaster management to disaster risk management.

Risk Assessment

Disaster Response
Risk Prevention
Rehabilitation
Reconstruction

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Disaster
Risk Mitigation
Preparedness

Source: NDMA, 2005

These flourishing global matters for disaster resilient risk management framework framed
within the decor of development flavoured in sustainability tool anew deviation and momentum
after 2015. This year defined a new policy initiated mechanism in timely management of disaster
risk more globally (Senanyaka, 2003, p.259). They were three parallel yet interconnected
mechanism concentrated to explain the agendas of development. In contemporary era, the whole
mechanism of disaster risk management mechanism is developed based on the framework of
these three agendas.

Sendai Framework (2015- 30) – This is clearly designed for disaster risk reduction
mechanism. This legislation is the first one of its kind which defined a set of seven global targets
of disaster risk management based on reduction mechanism. This framework is completely
outcome based one which covers the following areas:

• Considerably reducing number of disaster related death tolls and the number of
affected ones
• Lessening direct loss of economy and the damages to the infrastructure
• Expanding the ingress to multihazard early warning system
• Improving cooperation for disaster management activities worldwide
• Better understanding of the concerned risks
• Improving preparedness for ensuring effectual responses. recuperation,
rehabilitation and restoration
• Enhancing risk governance to controlled risk management.
Agenda for Sustainable Development (2030) – This was initiated and adopted by United
Nation General Assembly on September 2015. These risk management adoptions were seen
embedded in the Sustainable Development Goals mechanism. The below figure taken directly

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from the Agenda page clearly demarcates the relation between the SDGs and the disaster risk
management initiations.

Sustainable Development Goals Targets on Disaster Risk Resilience

Target 1.5: Reduce exposure of the poor

Goal-1: Ending Poverty in all its forms to climate related extreme events and
disasters

Target 2.4: Strengthen capacity for

Goal-2: Ending hunger, achieving food security and adaptation to climate change, extreme
promoting sustainable agriculture weather, drought, flooding and other
disasters

Target 3.6: Develop early warning and I

Goal-3: Ensuring healthy live
reduce risk of health related disasters

Target 4a: Build and upgrade educational

Goal-4: Ensuring inclusive and equitable quality education
facilities that are safe from disasters

Target 9.1: Develop quality and reliable

Goal-9: Building resilient infrastructure
infrastructure that are resilient to disasters

Target 13.1: Strengthen resilience and

Goal-11: Making cities and human settlements safe,
adaptive capacity to climate-related
resilient and sustainable
hazards and natural disasters

Target 15.3: Restore land affected by

Goal- 15 : Reversing land degradation
drought and floods

Source: UN Charter, 2015.

Paris Agreement which got ratified on December 2015 is a law based on matters
concerning climate change. This agreement clearly outlines eight general action fields which are
regarded very crucial in improving our level of understanding, measures and support for matters
dealing with the reduction of disaster related risks. They include:
(a) System for early warning for disaster related events
(b) Crisis preparedness
(c) Slow outset incidents

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(d) Events that may entail irreversible and permanent loss and damage
(e) A risk assessment and management mechanism which is more comprehensive
(f) Risk insurance facilities, pooling the risk of climate change, and providing other
insurance solutions
(g) Non economic losses, and
(h) Resilience of communities, livelihoods and ecosystems.
These agendas, especially the Sendai Framework in concurrence with the SDGs and Paris
Climate Agreement furnish opportunities for directing the hitherto abandoned tasks of disaster
risk management in our land. These frameworks along with the further advancements in science
and technology provides ample opportunities for planning, formulating and implementing the
projects on development in various sectors in manners which will not add to that risks . It might
contribute to the mechanism of mitigating the risks concerning such hazards (Lalit, 2019, p.50-
54).

Managing the risk of disaster

Any disaster risk needs to be analyzed from a three level approach as to find the most
appropriate mechanism for tackling the same. These three perspectives are clearly figured below:

Based on the United Nations Office for Disaster Risk Reduction (UNDRR) a disaster is
distinguished by it’s, “location, intensity or magnitude, frequency and probability”. Accordingly,
since the initial days of 1990, the United Nations did promote efforts to shift the paradigm of
disasters, prescribing for the inclusion of disaster risk reduction efforts globally as a new way to
lessen the effects of such events (Hood & Jones,2004). The UNDRR terminology promotes a

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wide general understanding and employment of the concepts of disaster risk and it provide
assistance in formulating and implementing disaster risk reduction effort for the policy makers
and authorities.

This aspect cuts across various aspects and fields of development. Among the 17 SDGs,
there exists 25 targets which is related to t his concept that solidifies the necessity of establishing
the part of disaster risk management as an important development plan. Coincidentally the lead
driver of the risk of disaster often creates and exasperates economic and social vulnerability and
poverty. These matters did significantly donate to the upsurge in conditions of risks that further
cut short the road of program of sustainable development (Senanyaka,2003, p.253-255). Proof
suggests that the smash of disasters erode hard-earned gains of development in both developed
and third world countries. This phenomenon does potentially drag the poor and most endangered
even into huge poverty. This notion suggests as urgent need to erect and build up the resilience
of poor clique in order to avert future disaster occurrence from pulling more population into
poverty and thereby to strengthen protection to their livelihoods and assets to render them help to
overcome the vulnerability. This perspective of resilience need to be further studied and
showcased in the process of effective disaster risk management in the present scenario (Douglas,
1992).

The footprint of disasters over our societies has become a vital obstruction in our vision
for attaining sustainable development on a socio economic perspective. The monetary damage
and loss is approximated at billions of dollars, detaining our goals for a buoyant region. With
every catastrophe, there lies a relevant impression on different zone of development such as
agriculture, housing, health, education and infrastructure. This idea lies very essential in the
process of expansion planning which identifies and scrutinizes the fundamental root of present
and later social and economic danger and factors in measures to curtail the risk. On condition
those national objectives for growth and development, which include employment and trade, are
to be perceived from a different ongoing perspective that to from an old panacea to the neo
pragmatic approach of this concerned problem (Beck, 1992). This shift needs to be realized as
the shift from crisis management to risk management which need to be reflected in the
frameworks of public policy makings and in the process of decision making Phenomenon. This
is required to enable a much developed risk- informed investment and operation. What the
current situation demarcates is that the activity of disaster response especially in our nation is
clearly visible with high marks of accountability but and hence all are willing to acknowledge.

Diversely, disaster preparedness and risk reduction is unable to be seen but of major
consequences go unattended. Moreover, not much have been attended and made notwithstanding
many conventions and declarations over the world. World community did realise by the period
with numerous corroborations which is based on real success stories that often prevention and
timely risk management pays (Beck, 1992). India also has watched such an example. In case of

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flood in Kerala, 2018 we lost lives with enormous damage to the land and property. For as much
as, in 2019 when flood hit land again, which was a kind of repeat story of 2018 event, with
nearly same or to an extent a bit higher intensity. But the aftermath scene was entirely opposite
of previous year, as community and stakeholders of disaster management were more prepared ,
death toll reduced, of course damage to land and property was enormous but community
overcame this sooner than previous year case (Sen,2019). Thus globally, regionally and at grass
root levels, overlapping risk reduction and thereby maintaining a well built shielded disaster risk
management mechanism in development process has turned a dominant agenda but exist as a
complex ecological matter with various challenges.

The idea and road to overcome these many challenges are the sole authority of risk
management department which need to be undertaken from past experiences which if we exist to
build a resilient upcoming days. Thus the entire mechanism of risk management requires a well
knit knowledge sharing within the larger disaster management community and it is quite
necessary to shape a common platform to generate a versatile assemblage within policy makers
in the government and all sectors of disaster management officials of the state.

Pliability of the Contemporary Approach

In the year 1980, a sudden rise in the interest of disaster risk related subject got evolved.
Today, it has been asserted that risk is evolving as a primary organising principle in the field of
social science (Beck, 1992 and Douglas ,1992 and Gideens,1990) and turned one of the most
powerful concepts in modern society (Lalit, 2019,p.52-54). The cause of such a change in its
concern in the contemporary world could be connected as composite and much talked about
subject. Such an up surging emphasize on the matter got reflected due to the current aspirations
on sustainable development. The present mechanism of explaining the nature and technique of
risk management highly depends upon the character and type of disaster occurring. The
discernibly specific nature of each of the distinct form of the subject left mankind to the creation
of separate and clean areas of study, each part did form its own specialisation and district fields
of further study, with evolution of own particular literature, methodology and phraseology.
Further, differentiation of dividing of the mechanism into subfields which included groups of
concerning insular risk specific matters was regarded as a crucial change (Beck, 1992). Even
though such traditional conceptualization are understood and can be used to a certain point in the
scenario of contemporary developmental strategy but they might be becoming more of a question
than a solution to the present day analysis of the salient aspects of disaster risk management.
This conceptual alteration urges the policy makers to concentrate on the changing norms and
situational urgencies of the mechanism there by focusing on an alternative suspension on the
varying levels of scale and level of frequency in the risk management research on the matters
concerning disasters occurred for the first time in 1950s, which pinpoint focused on the phrase of
response of disasters as it got changing in the future study of the specialisation (Prabhakar &

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Parway, 2019, pp.563-565). Today the subject itself turned to be a more compartmentalised
natured form of approach, the so picture itself emerges of an atypical treat of the subject into a
broader, varied and more categorised format of learning approach. Thus certain very significant
branches of studies like quantitative risk analysis, economics and the government policy studies
started shaping a new impetus in dealing with our subject of study (Hood & Jones, 2004).
Thereby the entire concept of merging disaster in the present day can be understood as a
mechanism which involves three rudimentary elements of any control set up which can be
figured as:

• Setting of explicit or implicit goals.

• Gathering information and elucidation of he gathered series.
• Propounding action in order to sway the human behaviour and also to modify the
physical structures accordingly ( Shrader- Frechette, 1992).
Theoretically and increasing scientifically disaster and climate change persuaded hazards
and risks are getting accepted as internal to human development. Besides the large level of
technological interventions in risk management matters the conceptual view of disasters as “Acts
of God” (or of nature) still exists and as being believed in many parts of the world which in turn
causes the contemporary analysis of the situation a bit difficult and confusions. From the study of
his particular concept of disaster management, it is evident that the ongoing dominance of
exogenous disasters over endogenous risk matters in the theoretical frameworks need to be
further analysed critically for developing a more ecological and adaptive disaster risk
management mechanism which is of the need of the hour in the wake of his continuous
emergence of disasters worldwide (Senanayaka, 2003, p.258). These risks so evolved need to be
seen as a normal and inextricable division of activities of economy and development.

This practice can be converted into different gleams of opportunities for the various
forms of development. The furthering of a development of this new framework need to be
embraced under complete perspective of environmental and mode of development which need to
b e fathomed based on the regions where it is going to be implanted . Moreover, these new
actions so formed should be made as base for the opportunities for creating a scenario which
encompasses different modes of development for all fields. The process can be further enhanced
only through proper time bound bureaucratic and technocratic approaches to disaster risk
reduction and following process in a more democratic way. It need to be both product and
strategy oriented, while the attempts to measures risk became progressively sophisticated, but
still infrequent to point out or to quantify properly the exact bearing of the risk effect of the stake
holders. This identification pre engagement and post engagement of disaster risks emerged as the
primary concern and responsible suggestion for the apt mechanism in the contemporary period.
In attaining this conventional paradigm of risk management technique need to be kept in the
bottle for complete alteration situational and regionally in order to achieve the points of

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‘development’ process of the age. The ongoing short term terms projects revolving the risk
management mechanism need to change this concept to a more flexible long term mechanism
with more adaptive ecological diffracted mode of al altered framework.

The Future of Risk Management

For a decade till 2015, global attempts on disaster risk were steered by the Hyogo
Framework for Action. Sendai Framework for disaster risk reduction (SFDRR- 2015 to 2030)
sets targets concerned to disaster risk reduction capacities in terms of plan of actions and
strategies, international cooperation and ingress to early warning mechanism. In squad with the
SFDRR the further international policy mechanism acquired in 2015 also accept the significance
of disaster risk management. Even in the global scenario this demonstrates disaster risk
management as an important development plan of action as averse to a marginal, one-off crisis
management affair. This by self brightens a very clear identification that urges the policy makers
to move away from the usual disaster management framework to a more risk management
concerned structure which is sustainable. This initiative requires us to pursue all refining activity
in a mode which guides to trimming of disaster risk in the upcoming years. Generating
awareness amid the public is equally significant as every so often a little knowhow can go a long
direction in alleviating the inferior out-turn of a disaster. People particularly in disaster prone
areas could be trained to foresee disaster and to hand out it in case there occurrence actually
happens. Effectual communication is the key setter.

GAR15 (2015, UN Global Assessment Report on Disaster Risk Reduction) played an

important role among worldwide disaster management practitioners in arranging and setting key
challenges in the proper and effective management of disaster risk especially post Sendai
Framework days. Beyond such initiations the important problems that need to be addressed at the
moment are those tightly framed networks. Until and unless these issues concerning the matter
are resolved an effective well built system of the event will not pay the situation which is very
clear with the current instances of disaster management in different countries. Legislation is
frequently ratified but then never actually implemented. In most of the countries a particularised
risk management set up do tackle the legislative or political authority and also are insufficient
with apt technical capacity to impact the development sectors (Kumar, 2017, p.15).

A country could march to a holistic sustainable format of development only by paying

ample attention to the various sectors especially the development sector. Appearing current
national policy frameworks along with the new organisations are designed to overcome the
aftermath of climate change through various levels of adaptation ecologically which needs to be
formed on the subsisting knowhow and experiences which we acquired in disaster risk activities
from the past instances. Moreover local self institution lacks the resources and capacities that do
exist to fulfil the mandatory functions.

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As a result the paradigm of disaster risk reduction needs to be correlated with the new
emerging field of emergencies management and in compensatory risk management inorder to
enrich the pace of efforts and optimised use of resources. Today every nation including India do
not possess these levels of fields in the circle of disaster management process but these levels are
clearly opaque as they lack proper built and accepted framework. Now, all steps pre event and
post event of a disaster are cumulatively brought under single head of disaster management.
Whereas, the entire process of this cumulated process need to be stratified professionally under
this paradigmatic approach in order to attain a holistic and sustainable after effect of the
mechanism that we follow.

All the disaster risk management process need to be brought under special wing within
the big disaster management subject and a legal substantial stand need to be furthered in order to
gain the effect of good governance features. After analysing the existing methodologies of the
mechanism of risk process in our country what we could confer is that rebuilding of a disaster
affected society is well handled and finalised only by changing the approach which we do follow
at the moment. A more pragmatic approach embedded in a paradigmatic form where each
operational level is correspondingly stratified under well built bureaucratic mechanism by giving
more note to the feedback analysis. Any situation which is having a recurring features in a
society more focusable, if in a developmental one, to overcome the danger of it need to be
studied and functionally approached ecologically and holistically. This should be embraced with
a well built hierarchical background of different levels of stakeholders where they are very clear
about the stakes they hold at the situation. Therefore how disaster and disaster related risks are
devised matters and lies of severe significance in this time. This need to be seen off from the
existing principle of ‘add on’ package to development to a neo band which could be applied as
an enzyme which could gear up the indispensable and defining characteristic of development(
Senanayaka,2003,pp. 253-258).

Governance arrangements from a centralised to a community participation level need to

be applied in the event of risk management due to the proximity of these happenings to the local
level. These happenings management discourse should be related to concentrate on the ground
matters of household offices and communities where accountability checking faculties need to be
entertained. It is high time to get along with the complexity of the contemporary society and to
race up to the velocity of the interknit globalised circle which are the real transforming drivers of
the age. Eventually, at the end of the day disasters do bang. We cannot hinder them but we could
minimise them and arm ourselves with the comprehension of the framework to be followed. As
Benjamin Franklin said, “An ounce of prevention is worth a pound of cure.”

References

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Beck, Ulrich.(1992). Risk Society: Towards a new Modernity. London: Sage Publications.

Becker, Per.(2014). Sustainability Science: Managing Risk and Resilence for Sustainable Development.
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Chakrabarti, P.G. (2017). Managing Risks of Disasters for Sustainable Development. Yojana.
January.p.11.

Delaney,P.C and Shrader, E.(2000). Gender and Post Disaster Reconstruction: The Case of Hurricane
Mitch in Honduras and Nicaragua. Washington DC: The World Bank.

Denney, David. (2005). Risk and Society. London: Sage Publication.

Deolankar, Vivel. (2010). Disaster Management Strategies – A Global Perspective. New Delhi:
Commonwealth Publishers Pvt. Ltd.

Douglas, Mary.(1992). Cultural Anthropology, Cultural Theory of Risk. London: Routledge.

Douglas, Mary.(1992). Risk and Blame Essays in Cultural Theory. London: Routledge.

Garlak, Teresa. (2000). Dealing with Disasters. Oxfam: Oxford Publisher.

Giddens, Anthony.( 1999). Runaway World. London: Profile Books.

Giddens, Anthony.(1990). The Consequences of Modernity. Cambridge: Polity Press.

Hood, Christopher and Jones, David . (2004). Accident and Design- Contemporary Debates in Risk
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Jha, Madan.(2019).Natural and Anthropogenic Disasters, Vulnerability, Preparedness and Mitigation.

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NAPIER MUSEUM – AN ARCHIVE OF KERALA CULTURE

Dr. Anand Lali Seena

Assistant Professor
Department of History
Sree Ayyappa College for women
Chunkankadai.
ABSTRACT

The Art Museum Trivandrum is one of the earliest to be established in India. The
Trivandrum Art Museum comprising of the Napier Museum and the Museum Annexue
form part of a Museum complex consisting of the Art and Natural History Museum, Art
Gallery and the Zoological and Botanical Gardens. This Museum serves as a treasure for
the researches and the student community in particular. A collection of minerals and
books presented by General Cullen formed the nucleus of the Museum which was started
in 1833 and thrown open to the public in September, 1857. The Zoological garden and a
public park were started in 1859 as adjuncts of the Museum. Artifacts preserved and
displayed in the Galleries in Trivandrum Museum pave way of cultural development.
Napier Museum of Trivandrum is a classic example of serving every purpose of Museum
in its true spirit: The aim of this research paper is to highlight the cultural and education
significance of the Napier Museum and how it provides opportunities for research in the
field of Musicology, iconography, history, architecture etc.
Keywords:Iconography,Shilpasastra,Ananthasayana,Dwarapalaka

INTRODUCTION
Museums are permanent institutions in the service of society and of its
developments which acquires, conserves, researches, communicates and exhibits the
tangible and intangible heritage of humanity and its environment for the purpose of
educational indepth and enjoyment. Napier Museum, Trivandrum is a classic example of
serving every purpose of museums in its true spirit. Artifacts in the Museum are
invaluable treasures enlighting the glorious past of the State and its unique culture in
particular.
The Art Museum, Trivandrum is one of the earliest to be established in India.
The Trivandrum Art Museum comprising of the Napier Museum and the Museum
Annexue form part of the Museum complex consisting of the Art and Natural History
Museum, Art Gallery and the Zoological and Botanical Gardens. This complex is
situated in a beautifully laid out landscape of 80 acre plot with rich green vegetation in
the heart of the city and is easily accessible, enjoyable and informative to the visitors
even from the far flung areas in the country and abroad as well.

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A collection of minerals and books presented by General Cullen formed the

nucleus of the Museum which was started in 1833 and thrown open to the public on
September 18571. It was Mr. Allan Brown the then officer-in-charge proposed the
ground that the Museum be developed into a Botanical and Zoological Garden to attract
the common people. Accordingly a Zoological garden and a public park were started in
1859 as adjuncts of the Museum.
Napier Museum Building
The foundation of the present Museum building was named after Lord Napier
Governor of Madras in 18743. The building was designed by Mr. Chisholm, consulting
architect to the Madras Government and was completed in 1880, and the considerable
number of exhibits both in art and natural history section were displayed. Mr. H.S.
Ferguson has been enlisted as a member of the committee and had taken keen interest in
collection. He was succeeded by Col.Ketchen in 1890. He proposed that the scope of
the Museum may be strictly defined and limited. The heterogenous collection in the
museum of odds and ends from the different parts of the world were disposed of and
emphasize was laid on indigenous collections. Under the guidance of Mr. Ferguson and
his successor Mr. F.W.Dawson and Mr. A.J. Vieyarae the Museum continued to make
steady progress.
The Museum survey committee consisting of Markham and Hardgrave visited the
Museum in 1936 was favorably impressed by the collections. However the Museum
which had by then already become too over crowded had to wait for another three
decades before further adequate housing was provided during the year 1960. Attempts at
providing the additional space required for development bifurcating the collections and
setting upon a entirely new natural history Museum under the University also did not
succeed to a variety of reasons6. The Museum also suffered depletion in its collections
by way of transfer of the archaeological exhibits to the Padmanabhapuram Palace
Museum and deterioration in the natural history collection due to their temporary transfer
and storage near the beach . This 160 year old stricture is a land mark in the city with its
unique ornamentation and architectural style with gothic roof and minarets. It has double
walls with ventilators suited to provide an air- conditioning effect, sliding doors and
many other characteristic features7.
The Napier Museum offers an array of display of artistic, cultural and antique
importance comprising of sculptures in bronze and stone, carvings of wood and ivory,
lamps, textiles, kathakali models, handicraft items, kuftgiri works, traditional musical
instruments, a treasure of numismatic collections representing chera, chola and pandya
dunasties8. The bronze display include fascinating images of Siva, Vishnu, Parvati and
Lakshmi in ‘Silpa Sastras’.

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The metal images illustrate the features of South Indian sculpture style of 8 th to
18th centuries. The Vishnu image of 8th century collected from Ambalapuzha temple in
Central Travancore which has Pallava style is the oldest metal image in the state. The
stone sculpture belong to 8th to 18th century such as Agasthya Vishnu etc manifest
Dravidian influence. Shiva with Sati is a unique and the rarest exhibit found in the
Museum

Wood Carvings
Kerala has for centuries been famous for the art of wood carving. The ceilings,
gables, doors, lintels etc of the house and palaces of Kerala were decorated with figures
and designs showing the artistic skill8. The wood carvings of the Napier Museum are of
three categories like images, narrative scenes and symbolic decorations. The carvings of
Dwarapalaka , Durga, Brahma belong to the 15th century. Another attractive carving is of
a Pushpavimana made in 1847 A.D. This was made under the orders of the Maharaja for
use in Padmanabha Swamy Temple as a temple vehicle. The base of the Vimana is a
beautifully carved tortoise. The carved figures of elephants and vyalis are excellently
carved.
Traditional ivory carving the form of images of deities, carved panels, painting on
ivory plates and decorative objects including a set of ivory figures depicting the
Dasavatharam are also among the collections. A set of miniature dolls, bronze and brass
camps, a Roman lamp from the catacomb of Rome is also exhibited here. A plaster
model of Ananthasayana taken from the image of the chief diety of Padmanabha Swamy
Temple at Trivandrum is also on display. The plaster casts of Viswarupa and Vamana
avatar of Vishnu deserve special mention.
A few coins used by the rulers of Travancore are displayed along with suitable
photographs to bring out the motif used in the coinage. This Museum has a rather large
numismatics collection which is kept in cabinets and made available only to scholars who
are specialized in the study of numismatics.
Museum Annexe Building
This new building completed in 1975 has an auditorium and a spacious gallery.
Architecturally this modern building simulates the style of other old museum building
with high slopping tiled roof, ornamented gables and heavy sculptured wooden doors.
The gallery house the South East Asian collection and Roerich paintings. The newly
renovated auditorium is rented to Artists, cultural societies etc for exhibition of paintings
and other selected cultural programmes.
South – East Asian Gallery
This Gallery comprises of the personal collection of Sri Chithira Tirunal Balarama
Varma, the former Maharaja of Travancore during his visit to the Far East in 1937. The

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art objects collected from Java, Bali, Sumatra and Borneo are exhibited here. Art works
in metal and wood as well as examples of the famous celadon porcelain and old and
distinctive chinese ceramic art area included in this unique collection which is also notied
for its illustration of the religion and religions dancers of the islands. The painting of
Nicholas Roerich and Svetoslav Roerich is also exhibited here.
Sree Chitra Art Gallery

The art gallery housed in a traditional building located in the Napier Museum Grounds
display selected paintings of Raja Ravi Varma and exquisite works from Rajput, Mughal
and Tanjore Schools of art in India. Kerala’s Raja Ravi Varma’s works include a
member of portraits of kings and their families, British residents and distinguished
individuals. This Gallery was established in 1935. Copies of the murals of Ajantha Bagh
cave, Padmanabha Swamy temple and other famous temples of Kerala are on display.
Sree Chitra Enclave
It started functioning from 12th November 1993. This enclave is dedicated to Sree
ChitraThirunal Balarama Varma. This museum depicts the history of Travancore royal
family and recalls their enriching contributions. A series of audio visual presentations
unveil informative stories of the past.
Natural History Museum
The varied and rich collection in National History which started with the personal
collection of minerals and books presented by General Cullen in 1885 has found
satisfactory housing in this new building which established in 1964 has one of the
exhaustive collections amongst the Natural History Musia in the country. The display
provides exhaustive information, facts and figures concerning the whole of animal
kingdom from the tiny creatures to that of largest Blue whale. The fossils of tree trunks,
stuffed life size Rhinos in its natural habitat, stuffed birds form part of the exhibits.
There is also Ethnology Gallery, Specimen gallery, gallery of stuffed fishes, amphibians
and reptiles, skeleton gallery etc. There are huge size models of Tribals of Kerala
depicting the life style according to their livelihood.
Conclusion
Museums are repositories of the national treasures of a country, conserving and
preserving the historical and artistic achievements of the past and the present for
posterity. The collection in a Museum attractively displayed serve as effective visual aids
to enlightenment and knowledge enrichments. Napier Museum Trivandrum serves as a
treasure house of knowledge about our past and pave way for future cultural and
educational refinement12. It promotes wildlife conservation through zoo education
programmes and wild life research in the fields of animal nutrition, Physiology,
reproductive biology, behavioral science etc. The Natural History Museum the Napier

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Museum, Sree Chitra Art Gallery along with Zoo and Botanical Garden with natural
surroundings functions as a knowledge center beneficial for the student community and
researchers apart from the general public.

REFERENCES:
1. Department of Museum and Zoo, Government of Kerala, A Guide to Trivandrum
Museum, 1978.
2. lbid
3. A Sreedhara Menon, Trivandrum District Gazatteer, Trivandrum, 1962, p. 692.
4 lbid, P.63
5. P.Shangunny Menon, Thiruvithancore Charitham 1988, Trivandrum, p. 390.
6. V. Nagam Aiyah, The Travancore State Manual, Trivandrum, 1996, p. 490.
7. lbid.
8. T.K. Velupillai, The Travancore State Manual, Trivandrum, 1996, p.274.
9. T.K. Velupillai, op.cit.
10. Sooranatu Kunjan Pillai, Swati Tirunal, Trivandrum, 1989, p.73.
11. P.Shangunny menon, History of Trivancore, Trivandrum, 1983, p.316.
12. Pattom G.Ramachandran Nair, Thiruvananthapurathinte Itihasam , Trivandrum,
1996.

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JANASEVANAKENDRAMS IN KERALA: THE NEW MODE OF

SERVING THE PUBLIC

Dr. Radhika B.C

Assistant Professor of History
Iqbal College, Peringamala, Thiruvananthapuram
Email: [email protected]

FRIENDS is a key mission mode e-Governance (G2C) initiative of

Government of Kerala and a joint venture of the Department of Information
technology and Local Self Government Institutions. It was started as a pilot project in
the year 2000 in Thiruvananthapuram district. FRIENDS was popularly known
among the laymen as Janasevanakendram. FRIENDS is the shortened form of ‘Fast
Reliable Instant Efficient Network for Disbursement of Services’. Through FRIENDS
the Government of Kerala aimed to make it easy for the residents of Kerala to pay
their bills, taxes and other dues through a single window remittance centre without
any extra payment1.
The land for running this project has been sponsored by the local self
government institutions. The Information Technology Department is the one who
gives all the necessary support for running this project. The participating agencies or
departments in this project are the Departments of Revenue, Motor Vehicles,
Electrical Inspectorates, Civil Supplies, Kerala State Cultural Activists Welfare
University Fund Board and Universities of Kerala and Calicut and Mahatma Gandhi
University. It’s the BSNL alone who do not provide its staff instead of that they pay a
small commission to this project 2 . This software entitled FRIENDS was developed
by the Centre for Development of Imaging Technology3 and was made use of in the
year 2000.
The agency which monitors as well as implements this project is the Kerala
State Information Technology Mission. It is an autonomous body under the
Government of Kerala4. The project FRIENDS is managed by the Director of
Information technology Mission. He is assisted by a mission coordinator who
coordinates the working of all Centres. There are fourteen FRIENDS
Janasevanakendrams i.e., one in each district. Two project managers are entrusted to
monitor all the work in these Centres. The persons deputed by the State Bank of
Travancore collects moneys from all Centres and the amount is being credited in
FRIENDS account. In addition to the IT Mission in Thiruvananthapuram, audit team
visited Janasevanakendrams in Thiruvananthapuram, Idukki, Ernakulam,
Malappuram, Kozhikode and Kannur for verification of the working of the system
and held interviews, on the basis of questionnaire prepared for the purpose, with end-
users to assess the usefulness and user-friendliness of the software 5.
Findings

1. Poor System design

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From the User Requirement Specifications and System Requirement Specifications

collected it was clear that the needs of the customers were satisfied and the software
designed for this purpose has succeeded in meeting the said requirements also .But
thorough scrutiny has revealed the fact that User Requirement Specifications were not
prepared in apt periods and also System requirement Specifications for the application
FRIENDS was prepared without collecting the necessary information from all
stakeholders. So in short due to this, Audit was unable to assess the achievements of
intended benefits of the project.6
Friends Janasevana Kendram, opened by the IT Mission in Kozhikode in 2001, is
now surviving at the mercy of a few senior citizens who find it difficult to handle
electronic transactions using their personal computers or mobile phones. The students
under Calicut University too maintain their bond with the centre as it still accepts fees
without any processing charge.For the rest, the utility payment service introduced at a
time of poor internet penetration continues to be an outdated option now. Those who
frequented the Kozhikode unit along Rajaji Road for KSEB and water authority bill
payments currently do it independently using other convenient web or app payment
services. As a result, the monthly collection at this centre too is on a steady decline
making the survival a tough challenge in the days to come. The total collection that
was ₹28.88 crore in 2015 came down to ₹21 crore in 2016. In the subsequent year, it
was just ₹17.95 crore. Last year, it again came down to ₹15 crore. There were even
months when there were no transactions at all using the facility.Same was the case
with the number of employees appointed to take care of the service. The number of
staff has come down from 13 to four within the past five years.Officials in charge of
the project say the mushrooming of private e-service centres and the entry of a large
number of payment gateways have made its impact on the Janasevana kendram.When
the utility service was introduced in 2001, the online payment apps or similar e-
services were unheard of. Now, the situation has changed with the entry of high-speed
Internet services and multiple payment portals.7
2. Lack of system automation
Even though FRIENDS is a centralised web based application, it was noticed
that there were manual interventions in the processes, due to the lapses in system
design. There was also lack of proper planning and as a result of this, the system was
not automated to ensure electronic data exchange with the FRIENDS Centre. Also
Central Accounts Manager i.e., CAM was given the duty to reconcile the FRIENDS
pooling account data with the application manually, which could have been avoided.
As mentioned earlier the BSNL paid an amount as commission to the project for
collection related to each BSNL bill. But the faulty system did not provide any
arrangement for sending the net amount to BSNL after reducing the commission due
from BSNL automatically 8.
Instead of that the whole amount was being transferred to the BSNL as such
and the staff of the BSNL had to find out the commission charges and the amount was
to be credited to an another account, maintained for this purpose alone by each of the

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FRIENDS centres This was an utter wastage of time and also points to the faulty
system The money in this account was then send to Akshaya District Project Office
and to the Government account. Thus this procedure followed had all the chances for
misuse and cash embezzlement. The Audit also brought into the notice, a cash
embezzlement of Rs 3.53 lakhs in Kozhikode FRIENDS Centre. All these points out
to the faulty system which needs correction at the earliest.9
3. Deficiencies in designing of Tables
Lot of defects were noticed in the design of tables. For example the table
named Bank-Remittance table did not correctly give the details pertaining to the
collection of amount. It was also noticed that there were design deficiencies in the
tables found in the system software. The details related to the past financial years
were also not shown in the respective databases or tables which resulted in lack of
authenticity.10
4. Embezzlement of cash
From the audit it was revealed that the Project manager in Ernakulam
embezzled an amount of Rs. 15.99 lakh from the collection done on the month of
August 18, 2012.As the FRIENDS application did not have any provision to store the
details pertaining to the remittance of amount into the bank, the cash embezzlement
could not be checked. This theft was found out by BSNL , who made a formal
representation for the nonreceipt of the cash due to them to the Director of IT
Mission. The notional interest at the rate of 18 percent11 per annum on account of this
would work out to Rs.6.96 lakhs. Audit noticed that, during this period, a whistle-
blower was repeatedly reporting to the IT Mission about the suspected fraudulent
activities of the Project Manager in the Centre. The whistle-blower sent six
intimations12 to the IT mission during the period from March to October 2012. But all
of these letters were not taken seriously. It was only when the BSNL authorities
launched a complaint actions were taken.
In addition to this, in Ernakulam FRIENDS Centre during 2011 January to
March 2013 there were quite a number of instances which revealed delays in
remittance of collected amount to the bank and also there were cases where non-
remittances was also found out, which was indeed a serious offence.13
The Project Manager was found to be guilty of the non- remittance of collected
amount for quite a number of days ie ranging from 35 days to 287 days, by the audit
team. The chances for utilising the government money for private uses during these
periods could not be ruled out. Disciplinary and criminal procedures were taken
against the project manager and he was directed to recover the remittance at the
earliest. But the sad fact is that, inspite of all these reports, the government has not
taken any initiative in correcting the systemic issues in FRIENDS Application which
resulted in this embezzlement.14 On account of the media news pertaining to cash
embezzlement at the Kozhikode Centre the Inspection wing of the Finance
Department decided to make an inspection to Kozhikode centre on 8 November 2013.

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It was quite shocking that they found a cash deficit of Rs 1.01 lakhs in the amount to
be remitted.15
6. Delay in remitting cash into bank
From the analysis of FRIENDS application it was found that there were
frequent delays with regard to remittance of money collected to bank in a number of
instances .As a result of this delay an accumulated amount of Rs 136.02 crore was
kept out of public treasury during 2013-14. 16
7. Deficiency in user interface
In the case of Municipal Corporations, where real time connectivity is
available (referred to as ‘web-driven’ mode in the application), when a bill is
produced to a Service Officer (SO) for effecting payment, the SO has to input key
information, like consumer number, bill number, bill date, district, ward/section/sub
section etc., to fetch the actual bill amount from the server. If responses from the
server are not received within a reasonable time owing to high network traffic or
unmanageable server hits, the SO has the option to switch to ‘customer –driven’ mode
that would enable him to input the billed amount from the bill. However, Audit
noticed that on such occasions, when the SO switched to customer-driven mode, the
already entered data was deleted compelling the user to enter the data again.17
8. Absence of IT steering committee
It is definitely the IT Steering Committee that performs important duties like
developing a set of goals for running the project, manages cost as well as scope of the
project and also coordinates with the related projects to ensure help from
stakeholders. But from the observations of audit team it has been found that the
Government of Kerala has not constituted an IT steering committee so far. Automated
emails and mobile messaging services for enabling real time managerial monitoring
of delay in bank remittances and transfer credit to stakeholders concerned were also
not made use of. Real time assessment of server downtime, network traffic, server
hits, time taken for each transaction, etc., by utilisation of metadata18 was also not
considered. All these point to failure of managerial oversight, which could have been
addressed, if an IT steering Committee was in place.
9. Absence of post implementation review
A Post Implementation Review (PIR) is an activity that is carried out after a
new business system has been implemented. The objectives of PIR are to assess the
system functionality, performance and cost versus benefits and to assess the
effectiveness of the life-cycle development activities that produced the system. But,
Audit noticed that the Management had not conducted any post implementation
review of this application. The lacunae in the system paved the way for embezzlement
of cash. The deficiency continued to exist in the re-engineered application FRIENDS
also. The Government stated (November 2014) that instructions were issued to the
Central Accounts Manager to inform the Management about the delay in remittance
on a daily basis.19
10. Delay in collection of cash by designated bank

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According to the MoU signed with banks, the banks were to give charge to a
person to collect the amount from the first shift of the day from all centres at 2.00 pm
on bank working days. A special concession was given ie the amount collected on
Saturdays and Sundays were allowed to be kept out of public treasury. But during the
surprise visits of the audit team it was noted that in the month of October 2013,out of
the total 24 bank working days amount was collected on just 16 days from
Thiruvananthapuram and Kozhikode Centres. But no information pertaining to this
was sent to the officials of banks by the officials of IT Mission or by the respective
Project Managers. This clearly points to the lack of managerial controls by the
organisation.20
11. Human resource management
Human Resource Management (HRM) is the strategic and coherent approach to
the management of an organization’s most valued assets who individually and
collectively are responsible for the effective and proper functioning of IT system.
FRIENDS Centres are supervised by two Project Managers deputed from
participating Departments/Agencies. Service Officers deputed from participating
Departments/Agencies on working arrangement in each District Centre is entrusted
with the responsibility of bill collection. The following lapses were found in HRM.
• Firstly for selecting the officials needed for the running of the project no
qualifications were fixed. This was a serious mistake found
• Secondly the duties entrusted on each official related with the project were not
assigned according to their qualifications and their experience.
• In addition to this for a project to be successful it requires the aid of an effective team
of trained officials. Audit noticed that in all the six centres visited, only 22 out of 75
existing Project Managers and Section Officers have received training.
• Audit analysis also revealed frequent long interval between two consecutive
transactions made by the SOs, whose average transactions were low, whereas
continuous transactions were seen in respect of others in the same Centre on the same
day.21
12. Improper documentation and version control
One of the primary feature of a smart application is indeed a proper
documentation. But it was noticed that no version numbers were marked in the
application. In addition to this it was noted that there was no formal/documented
system of complaint booking. Instead, whenever any bugs were noticed, the
customers or users had to register their complaints by means of telephonic calls. The
database administrators after listening to these calls have to make changes in the
application and patches22 would be installed in the real time system without
documentation, adequate test run, obtaining approval at the requisite level and
marking the software with a version number.
13. Lack of information security control
The three main principles of Information Security are Confidentiality, Integrity
and availability. Through the installation of antivirus software23 it is possible to limit

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the danger caused by virus attacks and keep the data secured. Several faults were
pointed out by the audit team. The major drawbacks found are mentioned below.
The first lacuna was the absence of an IT Security Officer. There was also no
provision for recording and reporting security incidents. Also IT Security instructions
were not circulated periodically to the staff. USB24 ports were not disabled in four
Centres25. Licensed versions of antivirus packages were not installed in any Centre.
No instructions were given in regard to password policies and also periodic changes
of passwords were not ensured.
14. Risk to IT assets
It was noticed by the audit team that Idukki centre had numerous shortcomings
with regard to the facilities and infrastructure provided. The Idukki centre is
functioning in a tumbledown building and it has only one security guard . There is
also no substitute for the Security guard when he is on leave. In addition to all these it
was found that the centre was not remitting the daily collected amount into the bank.
Scrap was dumped over UPS and battery posing a fire risk and the abandoned
computers and other unused hardware were not disposed off in Malappuram and
Thiruvananthapuram centres. In two centres the air conditioners were not in working
condition. 26
15. Failures in realisation of a single window remittance system
It was observed that no customer friendly measures were undertaken by the
officials concerned with the project. The absence of a provision to accept cash from
residents by way of credit and debit cards was absent in the system..Also there was no
way for accepting cheques from governmental departments and autonomous bodies or
corporations.. Transactions of bills relating to KSEB (32.15 per cent) constituted one
of the major business of the project. But unfortunately the number of transactions in
respect of KSEB fell from 11.36 lakh to 67 lakhs during the period from 2006-07 to
2013-14.27
Suggestions for improvement

1. Integration with participating departments and proper system design to attract more
users.
2. The presence of an IT Steering Committee for developing as well as maintaining
the vision and goal of the project.
3. Developing an Operating Charter for describing the roles and
responsibilities of each official concerned with this project.
4. Proper monitoring to ensure customer satisfaction as well as to avoid cash
embezzlement.
5. Making FRIENDS a single window system of remittance in its true sense with the
full cooperation of IT Mission.
6. The State government should ensure regular collection from
FRIENDS Centre by the banks and also modify Memorandum of
Understanding (MoU) so that money collected will be remitted to the bank on the
same day it’s received.

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References
1. Brochure from Janasevanakendram,Government of Kerala.
2. BSNL pays a Commission of Rs.5 per each BSNL Mobile and Rs 6 per each BSNL
Landline phone bill.
3. Centre for Development of Imaging Technology (C-DIT) was established in the year
1988 by Government of Kerala with a vision to provide advancement of research,
development and training in imaging Technology.
4. Interview with Anil Sir, Audit wing
5. Report No.2 of the year 2015 on General and Social Sector, Also refer
Pillai,Narayanan,G.,Social Welfare Services,1983.
6. Ibid
7. ‘Friends Janasevanakendram, a service in need of a makeover to stay relevant’,The
Hindu, June 1, 2019
8. Electronic data Exchange (EDI) is an electronic communication system that provides
standards for exchanging data via any electronic means. By adhering to the same
standard, two different entities can electronically exchange documents (such as
purchase orders,invoices,shipping notices and many others).
9. Interview with Arun. Sir Assistant Accounts Officer,,Audit Wing, AG’s Office,Tvm.
10. .ibid.,Also refer Duby,S.N., Administration of Social Welfare Programs In
India,1981.
11. Penal Interest is generally charged at the rate of 18 percent per annum.
12. Details collected from letters dated 10 Oct 2012, 27 Oct 2012 and 30 Oct 2012.
13. Analysis of data obtained from FRIENDS centre, xiErnakulam showing the details of
remittances of cash into bank, where the delay exceeded one month.
14. Interview with Mahesh Sir, Assistant Accounts officer, Audit wing, AG’s Office.
15. Analysis of data obtained from FRIENDS centre,Kozhikode.
16. Report of the Comptroller and Auditor General of India, 2015.
17. Ibid,Also refer ‘ Janasevanakendrams,Not really a friendly centre’, The Times of
India,3.10.2016
18. Metadata is ‘data about data’. The main purpose of metadata is to facilitate in the
discovery of relevant information. Metadata also helps organize electronic resources,
provide digital identification and helps support archiving and preservation of the
resource.
19. Report of the Comptroller and Auditor General of India,2014.
20. Interview with Anish Unni Sir,Assistant Accounts Officer, Audit Wing, AG’s Office.
21. Analysis of data obtained from IT Mission Headquarters.
22. A patch is a piece of software designed to update a computer program or its
supporting data, to fix or improve it. This includes fixing security vulnerabilities and
other bugs, and improving the usability or performance.
23. Antivirus software is computer software used to prevent, detect, remove malicious
software and to provide protection from other computer threats.

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ORIGIN AND DEVELOPMENT OF THE ART FORM OF KATHAKALI

IN THE SOCIAL MILIEU OF KERALA

Ms. Thushara P.S.

Assistant Professor of History
Government College, Attingal
Thiruvananthapuram District, Kerala
[email protected]

Kerala, the south-west tip of the Indian sub-continent, is endowed with a

plethora of ritual, folk and highly stylized traditional performing arts. Perhaps the
performing arts were free and close to the people in Kerala and were always regarded
openly as tools for mainstreaming social stability. Among them Kathakali assumes
significance on account of its aesthetic experience. Kathakali is one among the visual
arts of Kerala which is cherished to have acquired a unique universal significance.1
Today most people know that Kathakali, India’s classical dance drama, originated in
Kerala, but it is doubtful whether many people have an adequate appreciation of the
earlier histrionic features that contributed in one way or another to the evolution of
this highly specialised art form. Kathakali is based on Hinduism and is a powerful
drama that combines devotion, drama, dance, music, costumes and make up to
produce one of the worlds’ most impressive forms of sacred theatre. Kathakali is
ancient and classical in nature and holds centuries of tradition and culture. It is not
simply a dance-drama but an act of devotion featuring the universal struggle between
good and evil. It is related to the religious and social art form that existed in ancient
Kerala. 2
Kathakali meaning “story-play” is one of the ancient forms of dance-theatre.
Kathakali is also known as the king of performing arts. This is because it effectively
combines the five major fine arts viz. literature ,music ,Painting ,acting and dance. All
these five arts are indispensable in the performance of the art. Various art forms
which can be classified as dance, drama and tullal influenced the cultural life of the
people of Kerala. 3 The stories in its origin are taken from the ancient Indian
epics Ramayana and Mahabharata as well as from folk tales. Its dancer-actors
employ vigorous, highly stylized gestures to reflect the words sung by the musicians
standing behind them as well as to evoke the atmosphere and setting of each scene.
Costumes and head-dresses are very elaborate and the make-up reflects the nature of
the various larger-than-life characters with different colours depicting good, evil,
male, or female qualities. Performances often begin at dusk and may last for sixteen
hours.
Kathakali is ancient and classical in nature and holds centuries of tradition and
culture. It is not simply a dance-drama but an act of devotion featuring the universal
struggle between good and evil. Traditional stories in India were often told through
dance and drama and were passed from one generation to the next to be performed in

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the heart of the community. The origin of Kathakali is shrouded in folklore. The
village arts which were related to modes of worship and ritual like thottam, thiyyattu,
mudiyattu and padayani were the originating points of dance in Kerala. 4 The
traditional art forms of Kerala gave ample help and guidance for the evolution of
Kathakali. 5
Kathakali has its origins almost 1500 years ago in the early ritual folk dances
and dance dramas of Kerala. An understanding of the historical roots of this art form
is imperative to appreciate its significance. Historical contexts can add much to our
understanding of the ways in which this performance has evolved to its current forms.
The development of Kathakali tradition was closely related to the development of
Malayalam as a local vernacular and subsequently as part of a literary tradition.
Although Malayalam began to develop as early as 9th century, as a distinctive literary
language it evolved from Sanskrit and Manipravalam in the 11th century A.D. 6
After the evolution of Malayalam we know that the kings wrote poetry in this
language and patronised court writers and scholars. 7 Kathakali as performance texts
were stylistically moulded from the court supported Manipravalam tradition. 8
The next major stage in the development of the performing arts in Kerala
including Kathakali was the growth of Bhakti tradition within Hinduism. Prior to the
Kulasekhara period Hinduism had not enjoyed a position of primacy among the
religions of Kerala. Jainism was the first organized religion to reach Kerala. During
the reign of Emperor Chandragupta Maurya (321-297 BC) the Jain
saint Bhadrabahu is believed to have brought the religion to Kerala. Several Hindu
temples, like the Koodalmanickam temple, are considered to have originally been Jain
shrines. Jainism is supposed to have flourished till about 500 AD. Next stage was the
introduction of Buddhism by the missionaries of Emperor Ashoka. Buddhism
flourished in Kerala from 200 BC till around 800 AD. Vadakkunathan temple
at Thrissur and several others were reportedly Buddhist shrines. However the
establishment of Hindu hegemony led to the eclipse of the rival faiths of Jainism and
Buddhism and the Dravidian form of worship. The triumph of Hinduism was the
natural corollary of the progress of Aryanisation which reached its climax in the 8th
century A.D with the influx of a fresh and influential batch of Brahmin immigrants
into Kerala from outside. 9 Local rulers of Kerala began to bring in Brahmins from the
North and settle them with gifts of land and privileges. The Brahmins brought Aryan
beliefs and practices to Kerala. They had a well-developed language, Sanskrit, and
knew about the relationship between seasons and agriculture. The Brahmins were able
to impress the rulers and the people, and began to impose their religion and social
system in Kerala. They could not completely ignore local beliefs and customs, and so
the Hinduism in Kerala incorporated local deities and practices. Unlike in the North, it
was a tantric form of worship that gained acceptance here. Local rulers began a
temple building activity all over Kerala. 10 Many Jain and Buddhist shrines were
converted into Hindu temples. Formal practices for temple construction and rituals

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were developed. The tantra samuchaya, for example, lays down the Hindu temple
practices in Kerala.
Aryanisation of Kerala had begun in the 3rd century B.C. It was a slow but
steady progress resulting in far reaching changes in all spheres of human activity. The
Aryan immigrants who were generally called Brahmins and who stabilized
themselves as the nambudiris of Kerala were of two types. There were those who had
taken up small trades and practically settled down in Kerala. Then there were small
groups of the priestly class who began to enter Kerala in increasing numbers from the
fifth century onwards. 11 They succeeded in persuading the royalty to conduct ritual
sacrifices for longevity and victory in war. They thus won the moral support and
allegiance of the rulers. They also made them believe that protection of the Brahmins
was an act of virtue on their part. The increased influx of Aryans had its impact on the
religion and culture at a time when Jainism and Buddhism had started declining. The
new Aryan missionaries devoted all their attention to propaganda against Jainism and
Buddhism whose hold on the people was a stumbling block to their ideological
pursuits. They even resorted to iconoclasm of Buddhist images and Viharas.
At the same time the nambudiris filled the land with Hindu temples which by their
fixed times of worship enforced a wholesome discipline in the daily life of the people.
In fact it has been rightly said that "the temple as an institution was an Aryan gift to
South India." Several temple arts and festivals were instituted to attract devotees. The
worship of Hindu gods and goddesses like Vishnu, Siva, etc., were made popular.
Dravidian deities were transformed and absorbed into the Hindu pantheon. Thus the
Dravidian Goddess Kottavai became Durga, Kali and Bhagawati. 12 The popular non-
Aryan deity Sasta came to be looked upon as Hari-haraputra, the son of Vishnu and
Siva, in order to make Him acceptable not only to the Saivite and Vaishnavite sections
of the Hindu population but also to the converts to Hinduism from within the
Buddhist fold. Thus the Hindu religion in Kerala was moulded by a synthesis of
Aryan ideas from the North and Dravidian ideas from the South.
The Hindu reformers realised the wide popularity of Jainism and Buddhism
among the common people of Kerala and thought about the limitations of
philosophical teachings of Hinduism confined to the Sanskrit language alone. They
were convinced about the need to overcome the influence of Jainism and Buddhism
by way of Hindu popular movement. The popularisation of the Bhakti movement
through the emotional surrender to a personal God could be realised in this context.
Not only did they popularise the Bhakti cult but also promoted art forms to achieve
their objectives. 13 The Bhakti cult received further impetus with the destruction of
many Hindu temples after the arrival of the foreigners particularly the Portuguese.
Outstanding literary works of Bhakti were written by the Brahmin literary men like
Melpattoor and Poonthanam. Thunchath Ezhuthachan produced versions of
Ramayana and Mahabharata which received popular appeal. Literary and artistic
fields were utilised by the Brahmins to preserve the chaturvarnya hierarchy and
ensure their suzerainty in the Hindu society. The Kathakali characters were inspired

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by the stunning sculptures of the temples depicting the gods and goddesses of the
Ramayana and the Mahabharatha. The highly symbolic stories were memorized by
the Brahmin priests families then passed, unchanged, to the next generation, ensuring
that the spiritual meaning was preserved. Although kings ruled the area, the
Namboodiris had power, played a vital role in protecting these stories, education, law
and spiritual development. As the Brahmins travelled and settled in various parts of
India their stories and culture went with them. 14
The history of Kathakali is rich and pregnant with its copious tradition. The most
striking element in Kathakali is its dramatic quality; gods and heroes, demons and
sprits who appear from another world in costumes and headgears which are inspiring
and belong to a world of myth and legend. This dramatic style evolved from many
dance traditions of south-western coastal region of India from earliest times. 15 Kerala
had its peculiar dance forms from time immemorial. Kerala was the home of ancient
form of drama known as the Chakyar Kuttu. This dramatic presentation has references
in early Tamil works. Many improvisations took place in the later form of the Koothu
and some of these innovations appear in contemporary Kathakali.
The indigenous Dravidians of Kerala were worshippers of Bhagavati, the Earth-
Mother goddess, and also worshipped the snakes. Later, after the Nambudiris`
supremacy had been established, the custom of each household actually set apart a
small grove in the compound for the habitation of snakes. These snake groves are
common even today and are said to protect the household. This adoration of snakes
resulted in one of the oldest dance-forms of Kerala - the Pampin Tullal or the dance of
the snakes. An important centre for the worship of snakes is Mannarasala, where
special snake-dance festivals are held. These dances are of the Dravidians. All these
were early influences which helped towards creating the climate for the composite art
of Kathakali. The Kathakali dance uses fantastic costumes, masks or make-up that are
representations of super-human beings.
The rich history of Kathakali also points out the fact that the external
influences had an impact in the development of the Kathakali dance form. The Aryans
did influence Kathakali. The history of Kathakali unveils the fact that the dance form
is indeed the result of fusion between the pre-Aryan Dravidian dances and the later
ones were introduced by the Brahmins. It combines the consciousness, the religious
practices and the techniques of these two cultural streams in perfect harmony and
balance. The history of Kathakali dance is the saga of an ever changing tradition. The
coming of the Brahmins resulted in the inevitable changes in the Kathakali dance,
which always occur with the arrival of unfamiliar elements. Eventually, they
combined with the culture of the Dravidians, the sophistication of the Aryans. When
the Nairs migrated to Kerala they exerted their influence on the traditional skill and
training techniques of Kathakali. Even today the exponents of Kathakali are mostly
Nairs.
The art forms codified and embodied in the Sanskrit shastras of the
Brahmins were introduced. They propagated and kept alive the wisdom of the Gods

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and were in the form of stories and legends. These sacred texts were recited in the
temples, which were prohibited to the lower castes. This form of recitation was
known as Chakkiyar-kuttu as the orator belonged to the Chakkiyar caste. The
Chakkiyars declare their descent from the sutas of the Mahabharata. The Tirayattam
and Kaliyattam also contributed to the formation of Kathakali. Koodiyattom is still
performed in some parts of Kerala. Vidushaka played a very important part as it was
his task to bridge the gap between the classical Sanskrit spoken by the hero and the
regional language spoken by the audience. The Tirayattam invokes Goddess
Bhagavati. The actor never sang his lines and the performance was mostly ritualistic,
done with elaborate make-up. Movements in Tirayattam were pure dance patterns.
Masks and face paint were common to these dances. The Mudiyettu and the Kolam
Tullal have contributed to Kathakali in its present form. The elaborate make-up can be
traced back to some of the patterns found in these dances. A third and final source
was the martial dances known to the folk tradition of Kerala. Kerala is known for its
numerous martial dances and the Kalaris are remarkable for their actions. 16 The
excellent body-training of Kathakali dancers, the massaging system and the fantastic
leg extensions, jumps and leaps in the technique have been assimilated from these
martial dances.
The Kalari was a place confined to military training including physical
combat. The Nayars of Kerala were a fighting class although they were both
chieftains and farmers alike. Their mainstay however was soldiering.
The Kalaries provided the training. With the advent of the Aryan element into
Kerala; Brahmins also took part in the exercises in the gymnasia. Some of them
became teachers too. 17 As the Brahmins had the ability to convert anything into a
religious ritual or to provide anything with a religious aura, the Kalari celebrations
soon took a religious turn. Thus arose what was called the Sangha Kali. Though the
festivities closed with the display of combatant techniques, they all began with ritual
worship, recital of narrative poems on the chosen deity and a few comic interludes.
Comic characters were considered essential to break the possible monotony in
sequences. The Kalari thus gave rise to a form of drama which combined both
physical display and intellectual relaxation. Gradually two distinct forms were
evolved, the comedy and the dance drama. Comedy no doubt contained a good
percentage of satire. This led to the origin of Kathakali.
Another important art form that contributed to the making of Kathakali was
the Kudiattam. Chilappathikaram, the famous Tamil epic written by Ilanko Adikal,
brother of Cheran Chenkuttavan, the Chera emperor of the second century A. D who
ruled from his headquarters within a few miles of the present Cochin Port described in
detail the performance of Kudiattam and Chakiar Koothu then prevalent in Kerala.
Koodiattam is the earliest classical dramatic art form of Kerala. Evidence show that
this dance form was in vogue in all major temples from ninth century, and it became a
full-fledged dramatic presentation before the fifteenth century. Koodiattam literally
means "acting together". Koodiattam used to be a combined dance drama conducted

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by the Chakkiyars , who played the male roles and the Nangiars , playing the female
roles. 18 Koodiattam performances lasts for several days ranging from 6 to 20 days.
Themes are based on Hindu mythology. Koodiaattam is enacted inside the temple
theatre, known as the Koothambalam, with two or more characters on stage at the
same time. Vidushaka, a figure parallel to the fool in Shakespearean plays, sometimes
explains in simple Malayalam the background of the story and gives a live image of
characters in the minds of the spectators. Often humorous, he enacts his role with the
liberty to criticize anyone without fear. 19 Koodiattam is a dramatic presentation in
Sanskrit, with the exception of the vidushaka, who is the only character speaking in
Malayalam. Role playing in Koodiattam includes stylized form of vocal recitation
coupled with a complete hand-gesture language and highly evocative facial
expressions.
One could not say definitely which was older–Kudiattam or
the Chakkiar Koothu. The elite of Kerala at that time were well-versed in Sanskrit.
The drama attracted them. To enact Sanskrit drama a group of people with histrionic
talent was selected. The performance given by the group was called Kudiattam. It
might be of interest to know that even in those days Kudiattam was performed by
both men and women. 20. Chakiars were specially trained to portray different roles
with enviable effect. Talented men among them used to give mono-act performances.
Such performances were called Chakiar Koothu.
The Chakiar Koothu was dominated essentially by the comic spirit.
The Chakiar had great licence to ridicule contemporary society. Even kings were not
exempt. The convention was that if any member of the audience spoke in protest of
the Chakiar’s innuendos, he walked out of the stage. Chakiar Koothu is popular even
today. It is usually performed in temples. Chakiars are great masters of histrionic art.
They are veterans in Abhinaya.
As the centuries rolled by, Jayadeva’s Geetha Govinda became a popular poem
in Kerala. The Zamorin of Calicut, a powerful king who managed the affairs of the
famous Guruvayur temple devoted to Lord Krishna,
was enamoured of Geetha Govinda. He insisted on Geetha Govinda being recited in
the Guruvayur temple every day. Some devoted Nambudiri Brahmins
in Guruvayur listening to this ecstatic music conceived of a dance drama based on it.
This dance drama known as Krishnattam–in other words the dance of Krishna–
became very popular in that area.
The poem written for Kathakali is attributed to the Rajah of Kottarakara a small
chieftain in South Kerala. When it was introduced it was popularly known as
Ramanattam–in other words, the dance relating to Rama. Legend has it that the Rajah
of Kottarakara had conceived of Ramanattam as a reply to the
great Zamorin’s Krishnattam.
Ramanattam is a dance form which has the theme of the story of Lord Rama. It
is based on the story of the epic Ramayana. The reason for the creation of
Ramanattam is that once Kerala Varma of Kottarakkara requested Manavedan for his

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Krishnanattam performers to his palace. But Manavedan rejected his request saying
that it could be performed only from the Guruvayoor temple and also humiliated the
King by saying that the people of South Kerala does not have the ability to understand
the meaning of the play. The King felt very insulted and so wrote the Ramanattam
immediately in the Attakkadha fashion. It includes dialogues and music. It was named
as Ramanattam as a counterblast to Krishnanattam. It was performed by the King
himself and his soldiers. The Ramanattam was written in the Manipravalam style and
consists of 8 volumes. The 8 volumes in the play are Puthrakameshti, Seetha
Swayamvaram, Vicchinnabhishekam, Kharavadham, Balivadham, Thoranayudham,
Sethubandhanam Yudham. It requires eight days to perform it fully. In this style of
writing both Malayalam and Sanskrit are used. This dance is like drama and the artists
were given special training on how to perform. The costumes, music etc have some
similarities with Kathakali. All these have been reformed and improvements have
been made to this art form by Kalladikkodan and Kaplingadan. The importance is
always given to hand gestures and facial expressions. Some of the similarities of
Ramanattam and Krishnanattam are that the play lasts for 8 nights and the songs are
sung by the musicians. There is difference between the two in case of their make ups.
Whatever the legend may hold, the beginning of the Kathakali that we see
today was with the Rajah of Kottarakara’s story of Ramayana written for the purpose.
At the time he himself was not very clear in his mind of the tremendous potential of
the seed he had sown. The costumes used then were not elaborate or glamorous.
Dancers were also expected to sing along with their performance. Very
soon Ramanattam became popular. One of the reasons for this popularity was
the jealousy of the smaller chieftains towards the mighty Zamorin. A chieftain called
the Rajah of Vetatnad, a neighbour of the Zamorin’s territory, took Ramanattam into
his hands and developed it in the initial stages. He devised proper dance movements,
especially those now known as Kalasams. He also found like Lucian in Greece, that
violent exercise caused shortness of breath and the song suffered from it. He therefore
provided a musician to sing the poem from behind the dancers, so that the dancer
could be free to dance and express the emotions. The Rajah of Vetatnad was also
responsible for improving the costumes and the facial make-up of the artist. But
Kathakali was still in its infancy when this great lover of art breathed his last with
very fond words on Ramanattam on his lips just as he closed his eyes for ever. He was
no poet. He did not therefore write any poem for Kathakali.
The first major event that happened in the history of Kathakali after the creation
of Ramanattam by the Rajah of Kottarakara was the emergence of a great scholar, the
Rajah of Kottayam in North Kerala. He recognised the tremendous potential of a
dynamic art form like the Kathakali. He realised that any dance drama based on an
essentially devotional piece like the Ramayana had its limitations for vibrant
expression and emotional display. He therefore turned to the Mahabharata where men
were men and women were women. He converted Ramanattam which was till then
more of a religious ritual than a dance drama, into Kathakali, resplendent with

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emotion and capable of converting the audience into identifying themselves with the
characters displayed. He wrote four Attakathas, i.e., poems for Kathakali
performances. They are even today the basic Kathakali themes. The first one related
to the slaying of Baka by Bheemasena. The second called Kirmeera Vadha described
the life of the Pandavas immediately after their exile from Hasthinapura. The third
one a very popular piece called Kalyana Saugandhika related to the mad rush
of Bheemasena to collect the flower that attracted the whim of his beloved Draupadi.
It was the Rajah of Kottayam who gave shape and substance to Kathakali. Like
Poet Dandi who prescribed the code for a Mahakavya, the Kottayam Rajah evolved
the pattern of presentation of Kathakali. After Kottayam’s days no one heard of
Ramanattam; everyone talked of Kathakali. But Kathakali does not mean merely a
story-play; it is much more than that.
It is also believed that over 2,000 years ago Bharatha Muni wrote the
Natyasasthra, which became the academic guideline for classical dance, drama,
music, costumes, make up and the visual arts of India. Natya This work led to the
origin and growth of Kathakali. Shastra is an old treatise about the arts, dance, music
etc. which was written in the period between 200 BC and 200AD. This was attributed
to sage Bharata who was considered as the father of Indian Classical Dances. It was
considered as the main dramatic theory of Sanskrit drama. Bharata describes drama as
an imitation of a condition or any situation. The scope of Natya Shastra is wide and it
deals with the music and literature as well. 21 The various aspects of stage shows like
makeup, costumes, dance, music etc are covered in this. This is the only text available
which provides details about the stagecraft of the ancient period. Thus we can say that
Natya Shastra is the foundation of the arts of our country. The Natya Shastra text
consists of 6000 slokas written in Sanskrit and is based on the Gandharva Veda which
has around 36000 slokas. This work has 37 chapters and in this are described how to
present a drama before the audience. There are rumours that this has been the work of
several people as it is difficult to exactly date the period of writing. But Kapila
Vatsyayan said that the work has unity of text and the composition looks like that it
had been done by a single person. Bharata explains about 15 types of drama that
ranges from one to ten acts. There is a section that explains about the meaning
conveyed by certain performances. There are 4 types of acting or abhinaya described
in this work. They are the Angika which is the acting done by body parts motion,
Vachika which is the acting done by speech, Aharya which is that done by costumes
and makeup and the Sathvika which is the acting expressed through the movements of
the lips, ears, eyes etc.
In the first chapter of Natya Shastra, Bharata explains about the origin of Natya.
According to myth Natya was created by Brahma as a source of entertainment. It is a
source of pleasure as it provides visual treat to the audience. The four Vedas are
believed to be created by Brahma itself but the lower caste were deprived of learning
them. So according to myth the Natya Veda, the art of drama was the fifth Veda
created so that every one could practice it. The Natya Veda was handed to Lord Indra

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which was then given to Bharata. The drama of ancient times was presented by
dancing. The dance form was attributed to Lord Shiva and the feminine form of dance
was taught by Goddess Parvathi. 22 It was written that the dance was performed from
mountain slopes so that they could be protected from any calamities or any social
problems. The practice of building a special playhouse for performing the arts arose
from this belief. Bharata has explained about the construction of a playhouse in his
work. The nine chapters in Natya Shastra explain about music.
The move from the part of the Prince of Kottarakkara was found useful to most of
the non- Brahmin Malayalis, most of whom were not proficient in Sanskrit language.
It was also because the new performance was in vernacular. Vetathu Raja made some
changes in the dance form which relieved the actors from singing and hence they
could concentrate on acting. 23 He also invented appropriate dance movements
particularly those known as kalasas. He also introduced innovations in costumes and
the facial make up of the artists. 24 The changes introduced by him were known as
Vettattu Sambrudayam. 25 Similarly the Prince of Kottayam was responsible for the
major changes in the development of Kathakali. Between 1665 and 1681 he produced
four plays not based on Ramayana but the themes taken from Mahabharata. It was
thereafter that Ramanattam was changed into Kathakali. It is also important to notice
that the feudal social set up which promoted Kalari was also instrumental in the
development of Kathakali.
For the make-up and costuming, Kathakali borrowed the colour combinations
from Theyyam, the folk-ritual form of north Kerala. Krishnanattam provided immense
inspiration to Kathakali for improving the dance sequences and from Kudiattam, the
traditional Sanskrit theatre, it effectively made use of the acting techniques. Kathakali
thus became an integrated art form rhythmically harmonizing dancing, acting and
music, both vocal and instrumental. The verbal acting got separated from the actors
and two vocalists were engaged to sing the slokams and padams of the Kathakali
plays. Chenda, vertically hung on the player, and Maddalam, horizontally held and
played by both hands, became the two major percussions besides the gong and the
cymbals wielded by the vocalists. The actors presented on stage the movements and
expressions of various characters through highly codified hand gestures and well-
trained angas such as eyes, eye-brows, lips, cheeks, neck, shoulders and the limbs.
Noble heroes, villains, monkey-chieftains, sages, ethereal damsels, aboriginal hunters
and demons are distinguished in Kathakali through variations in facial make-ups and
the colour and size of costumes and ornaments. The major characters
have chutti, thick white paper cut in a round shape and affixed on the lower edge of
the face. The make-up and costuming in Kathakali is intricate and intriguing. It takes
three to four hours for a Kathakali actor to transform himself into a character in the
green-room.
Kathakali was long patronized by the provincial chieftains and the highly
privileged Brahmins in Kerala. 26 By the close of the 19th century, the breakdown of
the joint family system and feudalism, Kathakali and similar performing arts began to

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be disowned by the traditional patrons and provincial rulers. The spread of English
education under colonialism started distancing the elite of the society to distance
themselves from native heritages.
The dawn of the twentieth century witnessed a cultural renaissance all over
India. In Kerala among those who spearheaded the cultural renaissance Poet
Vallathol Narayana Menon is an immortal name. 27 Besides being an outstanding poet
and scholar Vallathol was a passionate lover of Kathakali and similar classical dance-
theatre traditions of Kerala. The visionary poet realized that the traditional performing
arts, for their survival, have to be taken to the public sphere. Without democratization,
the traditional temple arts would not withstand the test of time. Against all odds he
took up the task of saving Kathakali and other stylized art-forms from the eclipse. 28
Kakkad Karanavappad, an eminent scholar and Manakkulam Mukundaraja a devoted
cultural-activist were an unending source of inspiration to Vallathol in the
establishment of Kerala Kalamandalam along the banks of the river Bharatapuzha in
Cheruthuruthy, a small village in Thrissur District.
END NOTES
1. Kerala Vinjanakosam (mal.), Desabendhu Publications, Thiruvanantapuram,
1987, p.922.
2. K.P.S Menon, Kathakali Rangam(mal.), Calicut, 1986,p.42.
3. ibid., p. 43.
4. Mathilakam Records C 16150, 0115-120,922 M.E; Bharathayyar, Kathakali,
the Sacred Dance in Malayalam, Kottayam, 1983, p.94.
5. Ibid., p.106; See also Projesh Banerjee, Kathak Dance Through Ages. Atlantic
Highlands, N.J.: Humanities Press.1983; Bharatha Iyer, K. Kathakali; the
Sacred Dance-Drama of Malabar, London: Luzac. 1955; Jones, Clifford Reis
and Betty True Jones, Kathakali; An Introduction to the Dance-Drama of
Kerala,San Francisco, American Society For Eastern Arts, 1970,p.234.
6. Mathilakam Records C 2184, 0224-120,927 M.E; Jones Betty True, Kathakali
Dance Drama: An Historical Perspective, Berkeley, 1983, p.14.
7. Choondal Chumar, Studies in Folklore of Kerala, College Book House,
Trivandrum, 1978, p. 68; See also opcit., K.P.S Menon, p. 48.
8. K.P.S Menon, A Dictionary of Kathakali, Orient Longman, Hyderabad, 1979,
p. 65.
9. Mathilakam Records C 1377, 01880 dated 31 Karkidakam 928 M.E; A.
Sreedhara Menon, A Survey of Kerala History, S.Viswanathan Publishers,
Madras, 1991, p. 124.
10. David Bolland, A Guide to Kathakali. Third edition. New Delhi, Sterling
Publishers , 1996,p.54.
11. K. Bharata Iyer, Kathakali: The Sacred Dance-Drama of Malabar, Luzac,
London, 1955; pp. 78-83
12. Jones, C.R., Kathakali: An Introduction to the Dance-Drama of Kerala. San
Francisco: American Society Of Eastern Arts, 1970,p. 34; See also

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http://www.kathakali.net/; http://en.wikipedia.org/wiki/Kathakali; A.
Sreedhara Menon, Social and Cultural History of Kerala, New Delhi,
Sterling Publishers; T.K. Velupillai, Travancore State Manual
Vol.11,Trivandrum: Government of Travancore,1940.
13. Neettu File from Archives Vol.12 dated 10 Vrishchikam 944 M.E;
D.Appukkuttan Nair and K. Ayyappa Paniker. Kathakali: the Art of the Non-
Worldly. Bombay: Marg Publications, 1993,p.33.
14. Agatha Jane Pilaar, Kathakali Plays in English. Four volumes. Kottayam;
Published privately (34 High Park Blvd., Toronto), 1993, 1994, 2000 and
2003, p. 77; See also B. Zarrilli, Phillip, The Kathakali Complex: Actor,
Performance, Structure. New Delhi: Abhinav, 1984; Kathakali Dance-Drama:
When Gods and Demons Come to Play. London: Routledge, 1999.
15. Op.cit., Kerala Vinjanakosam (mal),p.19; Marthbush Ashtan, Krishnanattam
(mal), Kottayam,1993, p. 26; Kathakali is a highly stylized classical Indian
dance-drama noted for the attractive make-up of characters, elaborate
costumes, detailed gestures and well-defined body movements presented in
tune with the anchor playback music and complementary percussion. It
originated in the country’s present day state of Kerala during the 17th century
and has developed over the years with improved looks, refined gestures and
added themes besides more ornate singing and precise drumming. For details
about the features of Kathakali see wikepaedia free encyclopaedia.
16. Interview with Kalamandalam Rathhesan on 06-08-2012: See also Kavalam
Narayana Panikkar, Folklore of Kerala, National Book Trust, New Delhi,
1991, p.108.
17. E.P. Vasudevan, Gurukkal, Kalarippayattu: Keralathinte Tanatu Ayodhana
Kala (Malayalam), D.C. Books, Kottayam, 2000, p. 36; See also
A.Ayyappan, The Personality of Kerala, University of Kerala, Trivandrum,
1984; Abbe Doubis, Hindu Manners, Customs and Ceremonies, Oxford,
Clarenton Press, 1981; C.J Fuller, The Nayars Today, Cambridge University
Press, 1976; C.K. Kareem, Kerala and Her Culture, Government of Kerala,
Trivandrum, 1971; K.K.N Kurup, Aspects of Kerala History and Culture,
Trivandrum, 1977, p.43.
18. Bhargavinilayam Das, Mani Madhaveeyam (mal.), Department of Cultural
Affairs, Government of Kerala, 1999, pp. 34-35.
19. Ananda Kentish Coomaraswamy and Venkateswarier Subramaniam, The
Sacred and the Secular in India's Performing Arts in Ananda K.
Coomaraswamy Centenary, New Delhi, Ashish Publishers, 1980, p. 150; See
also Mani Madhava Chakkyar: The Master at Work, K.N. Panikar, Sangeet
Natak Akademi, New Delhi, 1994; The Samskrita Ranga Annual, Samskrita
Ranga, Madras, 1963.
20. Kunjunni Raja, An Introduction to Koodiattom, New Delhi, , Sangeethe Natak
Academi, 1964, p.56.

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21. Bharatamuni, The Natyasastra, New Delhi, Sahitya Akademi, 1996, .p.6:
Interview with Kalamandalam Gangadharan dated 12 November 2011 at
Kollam.
22. Manmohan Ghosh, (ed.) Natyashastra, New Delhi, Asiatic Society, 1950,
p.45.
23. P. J.Cheriyan, Essays on Cultural Formation of Kerala, Trivandrum, 1999,p.
105; Malayala Manorama daily dated 1st March, 2008: Mathrubhumi daily
dated 5th September 1981.

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SOCIAL EXCLUSION AND DISCRIMINATION OF KORAGA TRIBES OF KERALA

Vijaya Kumari.K
Asst.Professor, Dept of History
All Saints’ College, Thiruvananthapuram
Kerala- 695007.
[email protected]

Abstract
Social Exclusion and discrimination leads to refusal to accept the participation of
members of a social group or a section of society. Consequence of discrimination ends in
deprivation. In India exclusion is embedded in societal interrelations and institutions that
exclude, discriminate, isolate and deprive some groups on the basis of group’s identities like
caste and ethnicity. Tribal people are the most marginalized population everywhere in the world.
Among the Tribals in India, the Primitive Tribal Group, now named as Particularly Vulnerable
Tribal Group are the most backward. Koragas of Kasaragod suffered a lot not only due to social
exclusion and discrimination but also of the outcome of social evils and deprivation from time
immemorial. Koragas are the most subjugated particularly vulnerable tribal groups and on the
verge of extinction. They suffer from extreme deprivations of basic needs like land, housing,
water, sanitation and social and psychological needs. This paper made an attempt to understand
the forces of exploitation and societal interrelations which lead to social exclusion of people with
respect to Koraga society.
Introduction
Social exclusion and discrimination have become the central focus of discourse in India
today. Social exclusion and discrimination refer to the process and outcome of keeping social
groups outside power centres and resources. As long as excluded individuals and social groups
remain silent there is no conflict. But the moment they articulate their exclusion and demand
their constitutional and human rights, those who have subjected them to exclusion unleash a
reign of terror on them. They are both individual and collective processes, and take place in an
interactional process. Exclusion and discrimination take different forms in different societies.
They adapt and change themselves according to changing social reality.
The term ‘Social Exclusion’ is ambiguous, multi-dimensional and can be defined and
interpreted in different ways in different contexts in different times. The term ‘Social Exclusion’
was coined in France in 1974 to refer to people who are labeled as social problems. But
gradually the narrow view of it changed and it refer to process of social disintegration as a result
of long term process of transformations in the structure and organization of economic life. Social
Exclusion means denial of equal opportunities which leads to inability of an individual or a
group to participate in the basic political, economic and social functioning of a society.
The development of the concept of ‘social exclusion’ or ‘social inclusion’ can be traced
back soon after the American and French revolution. The ideology of freedom, justice, equality

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and fraternity became the dominant ideology after the revolution and that lead to develop the
concept of ‘social exclusion’. But it became the proper shape in the later part of 20th century
only. In fact the term was coined by Rene Lenior of France in the 70s. He published his famous
book “Les Exclus” which means ‘excluded”. He passed law for the persons with disability, when
he was Deputy Minister in the government of Jacques Chirac. Lenoir’s identified the
marginalized groups like poor, handicapped, suicidal people, elderly people, abused children;
drug addicted etc and he included them as socially excluded groups. The concept of ‘social
exclusion’ received good popularity in France.
Meaning of Social Exclusion
The question what does the term ‘social exclusion’ actually mean or who is socially excluded or
even what is the basis of social inclusion? The society offers a bundle of essential rights to the
individual to explore his/her potentials or to enjoy his or life to its fullest. In other words, we can
say that the process which helps the individuals to attain the full membership of the society.
Those basic social rights or process can be access to power, status, wealth and income. Without
the access of those social rights the individual can’t be the full member of the society and thus in
absence of any of those rights he/she gets excluded from the society. There are numbers of
occasions where the member of any society is denied to access power, status, wealth and income.
We can divide those occasions into segments like caste, class, ethnicity, gender etc. Denial to
those rights on the ground of those segments leads to an inequality in the society and the social
inequality eventually social exclusion. Amartya Sen classified the social exclusion into active
and passive forms. In case of active social exclusion the individual is directly debarred from
taking part in any social process or his/her right is revoked by the state. We can take the example
of migrant workers; their civil and political rights are directly denied by the state. And thus they
are not eligible to be the full member of the society. On the other hand passive social exclusion
comes through a process where no deliberate attempt is made to exclude the individual from the
society or denied to be the full member of the society. But the existing set up nullifies his/her
right to become a full member of the society. We can take the example of poverty. Due to
poverty the individual remains outside the political and other civil rights.
Social Exclusion in the Indian context
In India exclusion is embedded in societal interrelations and institutions that exclude,
discriminate, isolate and deprive some groups on the basis of group’s identities like caste and
ethnicity. “The fundamental characteristics of caste system fixed civil, cultural and economic
rights for each caste, with restrictions for change implying ‘forced exclusion’ of one caste from
the rights of other caste, or from undertaking the occupations of other castes”1 Exclusion and
discrimination in civil, cultural and particularly in economic spheres such as occupation and
labour employment. In the economic sphere denial of economic opportunity operate through
markets and non-market transactions. Discrimination can occur through what Amartya Sen
would describe as “unfavourable inclusion “that would reflect in discrimination in the prices
charged and received by discriminated groups who can get lower prices for the goods that they

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sell, and could pay higher prices for the goods that they buy. Some cases they may face
discrimination from participation in certain categories of jobs such as people engaged in unclean
occupations are being excluded in from inside household jobs.
Developmental approaches from 1950 and 1980 focused on social and economic
development and less concerned with civil and political rights as well as the high quality process.
This shows that there was the absence of human rights based approach. Participation, local
ownership, empowerment and sustainability are essential characteristics of high quality process.
In the broader perspective, social exclusion is not a developmental issue, but a human rights
issue and requires a more comprehensive and process- oriented response. The relevant issues like
poor access to all resources which determine the level of income, the low earnings of SC and ST,
low unemployment rates, low level of literacy rate educational level, low standard of living and
poor socio-economic development lesser participation in decision making which affects their
life. Koragas are excluded from achieving equality of access to goods and services, to get
assistance to participate in the mainstream community and society, participation in decision
making, virtuous social, cultural and religious groups, friendships, relationships, participating in
active social life. Social exclusion prevents disadvantaged groups from interacting freely and
productively with others and taking part in the full economic, social and political life of the
community.
Social exclusion offends against human dignity, denies fundamental human rights to the
marginalized and leads to socio economic deprivation and inequality and instability. Every forms
of social exclusion affect the socially excluded group such as untouchables eg. Koragas, who
earlier worked as cleaners. They lived and still living segregated settlements even now. Social
segregation is an institutionalized form of social distancing expressed in physical separation.
Social exclusion is built into the social structure and it contributes to the formation of attitude of
a society, and attitude in turn contributes to the maintenance of social structure.
Since Social exclusion is about domination, discrimination and deprivation, those who
benefit from it do not want to introduce any change, while those who are discriminated against,
who are supposed to be inferior, incapable, less meritorious and lower are not in a position to
mobilize and organize to alter the existing social system. They do not want to remain in the
dehumanizing social order but fear that they may be subjected to repression if they resist
exclusion and discrimination. There are differences in the perceptions of dominant castes on
deprived and the perceptions of tribals about their own identity. The dominant castes negatively
perceived that tribals are dirty and filthy. Studies have shown that tribals are deprived of regular
supply of food; they consume food as and when available. Tribals perceived themselves that they
are capable but get no opportunities, they are hardworking but do not get the fruits of their
labour, they are culturally talented, sensitive and emotional.
Any individual may be excluded on any pretext at any juncture but no provision or
procedure is prescribed towards inclusion. As a man may lose his position in the caste, so a caste
may lose its position in the society. Fear of exclusion has worked wonders on the caste system

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that it still continues even today. Tribal population of India is around 70 million and most of
them suffer from geographical and social exclusion, high poverty rates and lack of access to
appropriate administrative and judicial mechanisms.
Koraga Tribes
Tribals have preserved their culture, tradition and ethnic identity to contribute to the
astonishing cultural diversity of our country. The criteria of geographical isolation, distinctive
culture, primitive traits, pre-agricultural level of technology, less than five per cent literacy,
stagnant rate of growth, shyness of contact, economic backwardness coupled with discrimination
and exploitation are generally considered relevant among the primitive tribes. Among the 75
Primitive Tribal Groups in India, five PTGs Koraga, Cholanaickan, Kattunayakan, Kurumbar
and Kadar are in Kerala. Koragas found in Dakshina Kannada, Udupi and Kasaragod districts.
The ethnic and anthropometrical features reveal that the Koragas are aboriginal Dravidian
tribe. Thurston thinks it probable that “they were in fact the aboriginals of the region who were
dispersed, dispossessed and turned into slaves by the influx of Aryans from the north of India”2.
Koragas, an old primitive tribal group has been marginalized and thrown in to the lowest bottom
of the social ladder and brutally exploited through Ajal practice by the so called mainstream
society. The subjugation continued for centuries and the submerged group were not able to rise
or even unable to make a voice for their basic rights.
Koragas were considered as untouchables by the main stream of social group. The
subjugated groups became castes forced to perform less desirable menial jobs like sweeping,
cleaning of excreta, removal of dead bodies, leather works. It is also said that the Koragas were
enslaved around 6th A.D. Since then, they were slave labourers and sent to forests. The District
Gazetteer of Dakshina Kannada reveals that till the beginnings of the 20thcentury, the Koragas
were treated as slave labourers in weekly fairs and yearly fairs in the district. The price of a male
slave was three pagodas (equal to Rs. 14) and of 5 the female slave 5 pagodas.
Koragas are the most subjugated particularly vulnerable tribal groups are on the verge of
extinction. They suffer from extreme deprivations of basic needs like land, housing, water,
sanitation and social and psychological needs. Even though many developmental activities have
been implemented to improve their living conditions, they continue to lag behind the general
community in the case of education, health, employment and social mobility. M.V.Rao reiterated
that “some groups of people of the Indian sub-continent had to traverse a long path through
prehistoric periods with many bitter experiences of stresses and strains for their social stability”3
Koragas became PTG in 1986, until then included in ST. They have own traditional
beliefs and practices, language or dialect, unique and distinctive culture, traditions, customs,
myths and rituals, deities, arts and performance. “Indigenous people clearly distinguish
themselves from the other segments of society by way of historical and structural features as well
as their self –identification. Their cultural distinctiveness is often based on language, social
organization, religion and spiritual values, modes of production, as well as laws and

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institutions.”4 The ethnic and anthropometrical features reveal that the Koragas are aboriginal
Dravidian tribe. Economy of Koragas.
“Tribes underwent change not only in their relationship to land, but also in their relationship
to forest…They were dependent on the forest for their food, shelter, instruments, medicine, and
even clothing…they preserved it, as it was their life support system”5 This dependency on the
forest for their livelihood creates an equally strong attachment to the forests. Koragas lost rights
on forests and their fertile lands got alienated as result of developmental programmes. Being
landless they earn their livelihood through basket weaving, scavenging and begging. Basket
weaving is the major source of subsistence but under threat because of deforestation and land
alienation. They have to walk kilometers through dense forests to get creepers, bamboo rattan,
twigs of various species and coconut palms without making damage to the trees. They collect
raw materials from the forest region of Sullia and Sampaje of Karanataka State. As they had no
license or legal permission to collect the raw materials from forest, they depend on the mercy of
the forest officials. They spent 7 days to 10 days to procure raw materials. Even though they
prepare baskets of different sizes and varieties, difficulty in getting raw materials, lack of
demand and problem associated with marketing are obstacles in continuing it as a major
economic activity. This occupation is not enabling them to meet their basic amenities of life as
its price ranges only from Rs 8 to 50. Sometimes, they sell it for lesser price.
“The development schemes have been able to break the stagnation of the closed tribal
society to some extent and have been able to introduce innovations and new ideas in the tribal
communities. But … the change in the tribal way of life is not distinctly felt”6. Koragas are
forced to live on parched hill slopes, which is not suitable for growing food crops. They
subjected to impoverishment and exploitation as they pledged land to money lenders and living
as wage earners. Banks do not give loans to tribals because they do not have documents for their
land. As a result of external interferences, they have lost their self respect and facing crisis in
preserving cultural identity. Koragas are facing challenge in the sense that they find difficult to
communicate with authorities, are not getting enough attention by the Government of Kerala
since Kasaragod lies in northern most part of Kerala, but the Koragas in South Canara region of
Karnataka are having lands for agricultural purposes, building houses and youths get training
for skilled work.
Now Koragas are facing a serious threat to their existence because of widespread fatal
diseases, malnutrition, poverty and unhygienic living conditions. They are experiencing even
negative population growth due to rising mortality rates. Mal nutrition, poverty, diseases and
deaths are very severe among Koragas and contributing to their extinction. They are frequently
affected by T.B, fever, typhoid, asthma, anemia and skin diseases. These are combined effect of
poverty, lack of employment, land alienation, failure to provide forest rights, loss of traditional
agriculture, loss of indigenous food and lack of alternative nutritious food. Throughout the year
the Koraga families will not get enough food to eat hence they eat the defiled food. They store
the leftover food after drying in an earthen pitcher to be taken during the lean period.

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The Koragas are regarded as the lowest among the backward castes. The belief that they
are the lowest human creatures had made them thoroughly inward looking and fatalistic. Since
the caste Hindu does not mix with them, they are forced to have their own colonies on the
outskirts of the villages. Even in the cities their colonies are segregated from that of others. The
interaction of Koragas with the members of other castes and communities is restricted.
The belief that they are the lowest human creatures had made them thoroughly inward
looking and fatalistic. Since the caste Hindu does not mix with them, they are forced to have
their own colonies on the outskirts of the villages. Even in the cities their colonies are segregated
from that of others Their interaction is restricted. In the past, the Koragas were prohibited from
entering the streets of other castes. Koragas can visit others localities to remove the dirt from
streets and to beat drums and oxen race during social and religious functions. For rendering
these services, they are entitled to collect some leftover food and old cloths. Due to poverty,
Koragas are forced to eat the leftover food from the plantain leaves thrown during marriages and
functions. They are practicing this custom from a very long time and even today they are eating
this defiled food. Because of inhuman treatment against them and subjugation, the Koragas have
become mild, docile and fearful.
Conclusion
Historically, tribals faced various kinds of exclusion, discrimination, denial and
oppression. Their condition was and is pathetic because they had been denied human rights and
are also the victims of untouchability. Untouchability is a social institution that legitimizes and
enforces practice of discrimination against people born certain castes. The Koragas have
remained tradition bound and superstitious. The belief that they are the lowest human creatures
had made them thoroughly inward looking and fatalistic. The society at large also exploited this
and made them ever dependent and exploitative. People doing impure occupations like removal
of dead animals, removal of human waste, cleaning streets, doing sanitary works are regarded as
permanently polluting or doing impure occupations. The people born in these castes were
regarded as untouchables on the basis of birth, with the establishment of caste system in the
Indian society. They were not allowed to use public roads, wells, temples and schools. Thus the
concept of untouchability is based on purity and pollution. The provision in the Constitution and
law are secular and equal but the customary rules of the caste system and the institutiton of
untouchability are based on the principle of inequality in social, economic, cultural and religious
sphere. People continued to follow the latter, because it provides immense privilege and serves
their social, political and economic interests. Social exclusion is still practiced throughout India
in many forms means avoidance of physical contact has disappeared but behavioral attitude
prevailing. It can be observed in actual behavior in the ideas and beliefs, and feelings of
individuals’ exclusion. It is dwelling deep in the minds of the people.
There has recently been a growing awareness that exclusion is multiple and cumulative.
Those subjected to exclusion suffer many forms of exclusion simultaneously and this has a
collective impact, resulting in further discrimination. For instance, a dalit or tribal girl is

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excluded due to caste and gender. If she is rural-based she faces further exclusion. If she is
differently-abled, she suffers even more exclusion. This crucial aspect of exclusion needs to be
understood and accepted for any kind of meaningful intervention in the lives of the excluded.
Various social groups are excluded on the basis of caste, class, gender, disability,
ethnicity, age, location, etc. They are excluded from opportunities, outcomes of development,
freedom of mobility, resources, citizenship in polity, and membership in society. Those who
propagate such a social order defend and maintain the status quo. And the excluded social
groups, in turn, internalise the principles, practices and institutions that legitimize and enforce
such a social order. Therefore, change is resisted by both excluding and excluded social groups.
References
1. B.R.Ambedkar, ‘The Hindu Social Order-Its Essential features” in Vasant Moon(ed), Dr.
BabaSaheb Ambedkar Writings and Speeches, Bombay, Govt. OF Maharashtra,1987,vol.31-34
2. Thurston, Edgar; Rangachari, K, Castes and Tribes of Southern India. 1909, Government Press,
Madras.p-425.
3. M.V.Rao, Persistence and Change in Tribal India, 2012, Concept Publishing Company, New
Delhi, p-13.
4. Ibid, p-79.
5. Dev Nathan& Virginius Xaxa, Social Exclusion and Adverse Inclusion, 2012, Oxford University
Press, New Delhi.p-33.
6. Vidyarthi, L.P. and B.K.Rai. Tribal Culture of India, Delhi, 1977, Concept Publishing Company,
p-461.
Bibliography
1. Alexander .K.C, Prasad,R.R& Jahagirdar.M.P, Tribals, Rehabilitation and Development,1991,
Rawat Publications, Jaipur.
2. Aiyappan A. 1948. Report on the socio-economic condition of the aboriginal tribes of province
of Madras. Govt. Press, Madras.
3. A.K.Lal, (Ed) Social exclusion -essays in honour of Dr.Bindeshwar Pathak,Concept
Publishers,New Delhi, 2003.
4. Bisht.B.S, Ethnography of a Tribe, 2001, Rawat Publications, Jaipur
5. Braj Ranjan Mani, DeBrahmanising History, Manohar Publications, New Delhi, 2005.
6. Chacko. M. Pariyaram, Tribal Communities and Social Change, 2005, Sage Publications, New
Delhi.
7. Christoph von Furer-Haimendorf,Oxford University Press New Delhi. 1985.
8. Dev Nathan & Virginius Xaxa, Social Exclusion and Adverse Inclusion, 2012, Oxford
University Press, New Delhi.
9. Doshi.S.L, Emerging Tribal Image, 1997, Rawat Publications, Jaipur
10. Mrinal Miri(edited ), Continuity and Change in Tribal Society, Indian Institute of Advanced
Study, Shimla, 1993.
11. Rao.M.S.A, Social Movements in India, 2008, Manohar Publishers, New Delhi.

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12. Rao. M.V, Persistence and Change in Tribal India, 2012, Concept Publishing Company, New
Delhi.
13. Sharma.K.L, Social Stratification and Mobility, 1994, Rawat Publications, Jaipur.
14. Suresh Sharma, Tribal Identity and the Modern World, Sage Publications, New Delhi, 1994
15. Thurston, Edgar; Rangachari, K, Castes and Tribes of Southern India. 1909, Government Press,
Madras.

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REFLECTIONS OF CASTE AND COMMUNAL CONSCIOUSNESS IN THE

MALAYALI MEMORIAL OF MODERN TRAVANCORE (1891)

Dr. Shaji. A
Faculty Member
Department of History
School of Distance Education
University of Kerala,Palayam, Thiruvananthapuram
[email protected]

In 1891 there were 31,200 foreign Brahmins in Travancore, constituting 1.22% of the
total population and 1.67% of the total Hindus.1 They were a
heterogeneous people consisting of Tamil Brahmins, Kanarese Brahmins, Telugu Brahmins
and Maratha Brahmins. Of the different classes of population in Travancore, these foreign
Brahmins were the first and foremost to avail themselves of the advantages of western
education. The foreign Brahmins had their control over Travancore trade and commerce and
many of them came as traders, grain merchants, cloth dealers, stockbrokers and
moneylenders. When Dewan Munroe relinquished his Dewanship, a Telugu Brahmin was
placed in that post and since then the authorities treated this post as one reserved for the
Telugu Brahmins. The non-malayali Brahmins held the Dewanship continuously until 1877
and only one Travancore Nayar was ever to be Dewan again.2
The so-called Rao Dewans filled many of the administrative positions in Travancore
with their kith and kin as part of their caste and communal consciousness. Later when a few
Travancore communities mobilised their community members against this foreign monopoly,
it gave a universal character to the process of Communalism in Travancore. One of the major
advantages of the 19th century Travancore non-Brahmins was their high percentage of
literacy, which elevated their high ritual status. By the middle of the 19th century they became
capable of controlling almost all sections of economy and social life of the state much more
effectively than the Namboodiri Brahmins. A third of the merchants listed in the Travancore
Almanac of 1881 and most of the moneylenders were non-malayali Brahmins.3 The negative
attitude of the native Nambudiri Brahmins towards Government jobs also proved to be an
advantage of the foreign Brahmins. When the Partisan attitude and the nepotism of the Rao
Dewans continued, the protest came from different directions. In 1845 the British
Government asked Dewan Reddi Rao to dismiss some of his favourites who were placed in
key positions in Travancore administration.4 The Brahmin Dewans filled up all-important
offices of the state by bringing Brahmins from outside the state. This tendency produced two
effects; first it denied equal or just opportunities to the qualified subjects of the state and
second it generated an irresponsible hatred towards the Brahmins, which became more and
more pronounced in course of time. The Malayali Memorial was the natural culmination of
this prolonged discontent.xii The non-malayali Brahmins who had only 25244 population
occupied 45% of the Travancore Government employment. Among the jobs bearing the

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monthly salary of Rs.10, the natives got only 17% There were no Malayalis who had the
salary about 500 rupees. But at the same time the foreign Brahmins monopolised all the posts
having the monthly salaries of Rupees 2000, 1200, 1000, 700-800, 600-700 and 500-600.
Even though there were sufficient qualified persons from the Nayar community, they were
overpowered by the foreign Brahmins. 5 In the Travancore Almanac, it was shown that the
Travancore Public Service contained 3,407 officers drawing a salary of Rs.10/- and above per
month. Among them 1650 were Malayali Hindus, 1440 were foreign Hindus and 272 were
Christians.6 The table (2.4) clearly show the position enjoyed by the non-malayali Brahmins
and other savarnas in the Travancore Civil Service.
The foreign Brahmins possessed mounting influence not only in the field of
government employment but also in other walks of life. The Orthodox piety of a long line of
Travancore kings made the position of the non-malayali Brahmins safe in the society. The
complete exemption from capital punishments and the free feeding offered by the state served
as added advantages to this class of people. They had their virtual monopoly in trade and
education. In the 1880’s Travancore had about 500 non- malayali Brahmin traders. A third of
the Thiruvananthapuram merchants listed in the Travancore Almanac for 1881 were non-
malayali Brahmins who dealt primarily in rice, cloth and tobacco.7 High social position and
economic independence offered the non-malayali Brahmins freedom from life bondage and
provided constant leisure time for cultural exercise. They started several cultural associations
and clubs in different places of the state.8 Generally the Travancore Government showed
interest in appointing the non-malayali Brahmins in important departments, especially in
courts, revenue, health, public works and education. Among the graduates who passed out
from Maharaja College, Thiruvananthapuram, the majority of them were non-malayali
Brahmins. Like the other parts of South India, which were the fertile grounds for anti-
Brahmin movements, signs of discontent against the non-malayali Brahmin domination heard
in Travancore also.9 In Maharashtra the non-Brahmin movement found expression through
Satya Sodhak Samaj and in Tamil Nadu the Dravidian movements directed against the
Brahmins.10 But in Travancore this movement started not as anti-Brahmanism but as protest
at outsider domination.
In the Pre-British times the number of men absorbed by the administrative service and
professions were relatively insignificant. The modernisation of the administration and the
introduction of English as the language in the administrative circles created a growing
demand for qualified men. Middle class families of the Tamil Brahmins, Nairs and Syrian
Christians were among the earliest in Travancore to take advantage in the increasing numbers
of new openings offered by the introduction of Western education.11 The new developments
affected the Nair community more seriously than any others. It seriously weakened the Nair
joint family and loosened their hold on the land. To them landed property proved to be a
burden rather than an asset. As a result of their attachment to unproductive jobs, the Nairs had
shown only little aptitude for industry and trade and these areas were under the control of the
Tamil Brahmins and the Syrian Christians. Aspirations for positions in administrative
departments developed among the new elites of the Nair community. During that time certain
administrative posts were considered as dignified not only to the person who possessed it but

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also to the entire community to which he belonged. They considered the Government jobs
safe and stable. The Western education and western culture influenced the Nair community in
two directions. Firstly as part of adjusting with the new atmosphere the educated Nairs began
to question the foreign Brahmin domination over the government service and secondly they
tried to reform the outdated taravadu system and march forward through community-oriented
works. The Nairs quickly responded to the new educational opportunities and there by
continued their overwhelming numerical control of the sirkar service.12 In 1861 there were
269 schools functioned in Travancore. Its number grew to 517 in 1862. In these schools there
were 171 Nairs, 123 Brahmins and 119 Tamil Sudras. Padmanabha Pillai who was instructed
in Madras at Travancore Government expense, became the first Travancore Nair to take a
B.A. Degree and was immediately taken into government service. In Travancore service in
1869 there were nine-degree holders. Among the early 14 graduates of Travancore, 10 were
foreign Brahmins, 3 Nairs and 1 Syrian christian.13 Thus the Nairs had gained extensive
employment in government service. But they saw their way to the top being blocked by non-
malayali Brahmins. They were forced to react against the non-malayali Brahmin monopoly to
make their forward march safe and for achieving the same they needed the support of other
communities including numerically important low caste Hindus like the Ezhavas. The
Christians and the Ezhavas who already had their grievances against the existing system and
who needed recognition in the society had no other option than to ally with the Nairs.14 In
Travancore the claim of the “sons of the soil” and communal alliance began with the
Malayali Memorial of 1891 and directed against the non-malayali Brahmins. Under this
background regionalism, factionalism, sectarianism and casteism gained momentum with the
intention of obtaining economic upliftment, social elevation and political privileges to each
caste group.15
The Malayali Memorial of 1891 was known thus not because it was submitted by the
Malayalis or it represented the Malayalis, but because it was the initiative of Malayali Sabha,
an organisation of the Travancore Nairs. During this period the Nairs used the term
‘Malayali’ to denote Nair community alone as against the foreigners. The justification for the
use of this term was that the foreign Brahmins spoke languages other than Malayalam and the
majority of other Keralites were lower castes.16 To begin with a few English educated Nair
young men led by P.Thanu Pillai started a cultural association in 1877 called Malayali Social
Union.17Thanu Pillai was supported in his venture by C.V.Raman Pillai, P.A.Ayyappan Pillai
and V.I.Kesava Pillai. The association received a set back when in 1883 Thanu Pillai was
transfered from Thiruvananthapuram to Kollam. However it was revived by C.Krishna Pillai
when he took its charge in 1884. He was assisted by T. Kunjuraman Nair, T.R.Narayana
Pillai, Kunchu Variyar and M.Govinda Pillai.18 In 1886 the name of Malayali Social Union
was changed as Malayali Sabha. In Travancore the earliest chapter of the organised
community works began with Malayali Sabha.19 This organisation aimed at cultural and
social activities. The leaders include T.R.Narayana Pillai, T.Kunjuraman Nair, Govinda
Pillai, C.V.Raman Pillai,Nanu Pillai, P.Thanu Pillai, Kavalam Narayana Pillai, Ayyappan
Pillai, Achuthan Thampi, Sivan Pillai, Kochukunju Pillai etc. In the beginning the Travancore
royal family patronised it and Travancore Maharaja became the patron while a few members

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of the royal family functioned as vice patrons. By 1887 it had 900 members, 14 branches and
25 schools. The organisation sponsored a few Nairs for taking degrees and started technical
institutions like that of the Industrial Institutes at Nemam. Even though a few non-nairs
including non-malayali Brahmins became its members, the social aim of the Malayali Sabha
were centred on Nair community.20When Krishna Pillai was transferred to Mavelikkara,
C.V.Raman Pillai became the secretary. In 1886 a newspaper called Malayali was started
with E.Raman Pillai as editor. But later C.V. Raman Pillai assumed this charge. Very soon
the Malayali Sabha started taking an active part in the political affairs of the state and
criticised the Dewan and other officials for their pro-non-malayali Brahmin attitude.
Very soon the centre of attack on the administration of Travancore became Madras
where Malayali Sabha had its own friends. G.Parameswaran Pillai was prominent among
them.21When he was a student of the Maharajas College he wrote in the Cochin Argus and
Madras Standard articles attacking the unpopular policy of Travancore Dewan Vembakam
Ramayyankar, using a pseudonym ‘Pro Patria’ (A Lover of His Country).21 He also wrote
through the columns of Western Star, a fortnightly paper edited by Melvill Walker and
published from Cochin. So he was expelled from the Maharajas College along with his two
friends, E.N.Raman Pillai, son of Dewan Nanu Pillai and R.Ranga Rao, son of R.Raghunath
Rao, a retired Dewan Peshkar. After his expulsion G.P continued his study in the Presidency
College, Madras. Perhaps his expulsion marked the beginning of political agitation in
Travancore.22He has been rightly called the “Father of Political Agitation in Travancore.” In
his writings G.P vehemently criticised the nepotism of the Travancore Rao Dewans. In one of
his writings in Athenaeum newspaper he wrote, “In a country which is already flooded with
Raos, many of whom are his own relations and friends, a country where the Dewan, the Chief
Justice, two of the four Dewan Peshkars, the Director of Vernacular Instruction, the Head of
the Peravagay Department, the Sheristadar of the Devaswom Department, the Head of the
Elephant Department, the Superintendent of the Mint, two of the three Supervisors and two
Superintendents of the Salt Department, two Munsiffs and three Tahsildars and a host of
minor officials are Raos, fresh Raos are being raised to high and responsible officers...”23In
1887 when the Governor of Madras Lord Cannamera declared his intention to visit
Travancore, G.P.Pillai wrote, “An open letter to Lord Cannamera” in which he criticised the
Travancore Maharaja, the Resident and chief Secretary to the Government of Travancore.24
When G.P.Pillai became the editor of Madras Standard in 1892 he started a special column
for attacking the Travancore Dewan and his favourites. He did not hesitate to attack even the
Maharaja and the royal favourite Saravani. G.P. did not find any difficulty in getting data
about Travancore political developments because the members of Malayali Sabha provided
information to him. The general complaint was that the Nair section of the population was
being subjected to humiliation, the state tightening cord around the neck of its members by
denying them proper remuneration and keeping them from a “proportionate share” in the
administration of the state.25Parameswaran and other leaders of the Malayali Sabha like
Ayyappan Pillai, C.V.Raman Pillai and P.Thanu Pillai used their talents through these
writings and speeches to reinstate the lost virtues of the Nair community. C.V.Raman Pillai's
writings were very notworthy in this respect.26The Madras Standard criticised not only to the

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Dewan Rama Rao’s partially for Brahmins, but also to his friendly relations with Christians.
Here again was the implication that the only real Malayalis were Nairs.27In 1870 G.P.Pillai
wrote and published a pamphlet “Travancore for Travancoreans” which was an assertion of
the sons of the soil concept. The Malayali Memorial of 1891 was a modified form of the
pamphlet “Travancore for Travancoreans”. It was launched by the middle class of Travancore
under the leadership of the Nairs. The leaders of Malayali Sabha and the middle class of other
communities raised serious apprehension against the monopoly of Brahmins in the newly
constituted Legislative Council. When the new council was created in 1888, of the nine
members the Dewan who acted as the President was a Tamil Brahmin. Except one European
Christian and three Nairs, all the others were Brahmins.28The publication of ‘A summary of
return of the public servants in the state’ by Dewan Rama Rao(1887-92) first disclosed to the
public the unjust distribution of Government appointments among the different classes of His
Highness’ subjects.29
THE MALAYALI MEMORIAL- 1891
The leaders of Malayali Sabha decided to prepare a memorial and submit it to the
Travancore Maharaja. The idea of the memorial and its necessary homework were done at
Madras by the English educated middle class Nair leaders-G.Parameswaran Pillai,
C.V.Raman Pillai, N.Raman Pillai and K.P.Sankara Menon. An eminent advocate Norton
helped them. After preparing the preliminary draft the leaders reached Travancore early in
1890 for giving popularity to their efforts. K.P.Sankara Menon and G.P.Pillai took the
leadership. Leaders like C.Krishna Pillai, C.V.RamanPillai, P.S.Sivan Pillai and Kavalam
Neelakanda Pillai being government officials, worked behind the curtain only. The petition
was circulated in February 1890 and by June 10,000 people have signed it. The Nair leaders
never forgot to get the support of other Malayalm speeking communities. It gave a practical
application to regionalism or the sons of the soil concept.30 With their support the idea of
'Travancorean' received wide currency. The middle class leaders of other communities were
also willing to co-operate with the new initiative because official circles had ignored their
sentiments as well. As early as in 1873 the Syrian Christians wrote articles in the newspaper
Paschima Tharaka against the foreign Brahmin domination. They had the feeling that
educationally they were at par with the Nairs and they should have a legitimate share in
government jobs. The Ezhava leaders were for minimum social justice.31The decision to
submit the Memorial was taken at a public meeting convened at Kottayam on the initiative of
persons like Kandathil Varghese Mappilai and G.P.Pillai.32 P.Sivan Pillai worked at
Nagercoil and Kavalam Neelakanda Pillai concentrated in central Travancore for
popularising signature campaign. Financial aspects were delt by C.V.Raman Pillai.33The
Malayali Memorial was submitted by K.P.Sankara Menon by personally visiting the royal
palace to the Maharaja Sri Moolam Thirunal on 11 January 1891 which carried the signatures
of 10038 people belonging to various castes and occupations. This petition was also known
as Travancore Memorial was the expression of first organised community based movement in
Travancore.
The Malayali Memorial of 1891 pleaded for the first time in Travancore the need for
job reservation for the qualified persons at par with the numerical strength of the

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communities. The same demand was later on raised, but not initiated by the leaders of
Malayali Memorial. For the sake of community interests the community leaders later
included a few other additions to their demands.34The Malayali Memorial was a petition of
the Malayali Sabha, an organisation of the Nairs so also the term ‘Malayali’ in the Memorial
mainly meant the Nairs. But when the interests of the Nair community leaders allied with the
interests of a few other communities, they also joined with the Nairs. But once the
communities joined together and started their campaign, their movement attained the
character of the first organised political movement of Travancore. It was their community
interests and caste consciousness that directed them against the foreign Brahmins. The
protested communities considered their movements against Brahmin monopoly as reflections
of national feeling, placing Travancore as nation. These community leaders were also
concerned about the growth of population in Travancore. From 1875 to 1891 the Travancore
population increased by 10%.35 But the one community, except non-malayali Brahmins who
were educationally fit for entering in the political and administrative fields in Travancore in
1891 was the Nair community. In that sense the so-called national feeling meant nothing but
the feeling of Nair community. It was because of this factor that towards the end of the 19th
century the Travancore national consciousness gained the character of a communal
consciousness. The communal renaissance and the Travancore national renaissance were
closely related together and developed with intimate relations.36 To put in other sense in the
early period, the national movement had not made its impact in Travancore. But at the same
time organisations capable of questioning the actions of the Dewan and officials developed in
Travancore. Malayali Sabha was a notable example.37The Nair leaders of Malayali Sabha
took the initiative for Malayali Memorial because of their sectarian interests.38In the Malayali
Memorial the first signatory was K.P.Sankara Menon. Dr.Palpu was the third signatory of the
Memorial. Other leading signatories include P.Velayudhan, John Nidhiri and C.V.Raman
Pillai.39 Only the names and the occupations of the first 250 signatories were printed in the
Memorial though it claimed to express the grievances of all Malayalis. The memorial did not
treat all the Malayalis together. In the statistics of the memorial Sudras, Ezhavas and
Christians were treated seperately. Communities like Muslims, Pulayas, Parayas, Mukkuvas,
Kuravans etc. were not considered in the Memorial, even though they also represented the
Malayali communities.40While addressing the grievances of the natives, the primarily focus
was always on the Nairs, the Memorial reiterated their prestigious yester years and lamented
their sorry plight primary due to the intervention of the non- Malayali Brahmins.41The
Memorial was conspicuously silent over the position of native Brahmins. The Memorial
excluded the Europeans, Jews and Muslims from consideration, the latter being dismissed
with the remark that among them “education was at a very low ebb.”42Among the 250
signatories, landlords were 132 (About 90 Nairs), 63 employed or retired (about 55 Nayars)
and 27 Vakils and Pleaders (about 23 Nayars).43 In Travancore regionalism and
communalism was inaugurated by the Malayali Memorial of 1891. More over the Memorial
projected the interests of only the educated middle class and not the Travancore masses. This
was the first instance when people of different communities and religions combined for the
realisation of a common cause. One intriguing question here is why the elite of these major

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communities joined together while what was natural was the clash of their interests.44 One
explanatory answer is that even though the participant communities of the memorial faced
different and conflicting problems, they all treated the foreign Hindus as their common rivals.
For popularising the movements the leaders of the Memorial used in its fullest advantage the
regional and communal sentiments of the people. It set the pace for united action and resulted
into the subsequent communal politics of this state.
The memorialists treated the non-malayali Brahmins as the foreigners even if they
settled and commingled with the natives from very early times. But such a treatment was later
questioned when the non-malayali Brahmins submitted a counter memorial. The memorial of
1891 alleged that the non-malayali Brahmins had no legitimate right to live as natives
enjoying the fruits of Travancore. The memorial said, “Travancore certainly cannot with any
amount of truth be said to have been conquered by the foreign Brahmins and they are in no
way entitled to play the Englishman in this state. They live and thrive here comfortably
owing to the numerous state charities offered to them and the enormous state patronage to
which they have not a particle of right in preference to natives...”45The Memorial further
argued that the foreign Brahmins not only did enjoy the benefits of Travancore but also
drained the resources of the state when said, “During the past seventy years, Travancore has
been continuously drained of its resources by a number of foreign officials established
therefore temporary purpose only, who have drawn considerable sums of money in the shape
of salaries, pensions, gratuities etc. The wealth that they have carried and are still carrying out
of the country is immense; and it has not been possible for the people to replace it in any
way.”46 According to the memorialists foreign men employed in a foreign soil are merely
birds of passage and their accumulated earnings would only go to swell the resources of a
foreign land.47The memorial ventilated the grievances of the Ezhava community and pointed
out that the Ezhavas did not hold even a single appointment in the higher services of the state.
It said, “Worse than all, there is not a single representative of the Tiyya community holding
any government appointment on Rs.5 or upwards a month in the state, though intelligent and
educated men are not wanting among them...”48The grievances of the Syrian Christians were
also treated in the memorial. But due to stress has been given to the interests of the Nair
community.49Towards the concluding remarks of the memorial the Christians and Ezhavas
did not figure at all when it said, “As the Malayali Sudras are the most loyal portion of your
Highness' subjects, as they are in point of intelligence, general culture and attainments not
behind any other class in the country, as they were from the earliest times till within the last
few years the ruling race in the land, and as it is that they mainly contribute to the resources
of the state... their claim on your Highness’ government are far stronger than those of any
other class in the country.”50Except the Nair community none of the component communities
of the Memorial had such past glory as to cherish for its return.51
The memorialists wanted the government to define and distinguish between ‘Natives’
and ‘Foreigners’ in Travancore. Their demand was to define the term “Native of Travancore”
in which the same term as “Native of India” is defined in British law and restrict the
appointments as much as possible to none but ‘natives’ irrespective of class, caste or creed.xiii
Among the signatories of the memorial there were land lords, merchants and officials.52The

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organisers succeeded in eliciting the public opinion to a certain extend by kindling their
communal spirit and regional sentiments. People who signed the Memorial also signed it first
as Nairs, Ezhavas and Christians and Travancore sentiments came only next.53After
submitting the Memorial the leaders gave wide publicity through meetings and press reports.
The Malayali Memorial received the support of the press in Travancore and outside.xiv The
leading newspaper Malayala Manorama published an editorial on 24 January 1891 praising
the Malayali Memorial agitation in which it argued, “As per the 1889 Travancore almanac
there were 3407 jobs in Travancore carrying the monthly emolument of Rs.10/- and more.
The persons who were possessing these jobs were: Malayali Sudras-1875, Nanchinad Sudras-
75, Nazranis-76, Ezhavas-0 and Other castes-0. Among 1144 jobs enjoyed by the foreign
Hindus, the Brahmins possessed 1000. The editorial warned that it is likely that irremediable
losses might happen to the states out of the internal dissentions gradually if the various
communities in the state were not given due share in the service proportionate to the
population.”54Through another editorial the paper expressed full satisfaction for the
submission of the memorial. It pointed out that the persons drawing the monthly salary of
more than 15 rupees, the Nairs outnumbered the foreign Brahmins.55The Hindu wrote that
such a largely signed Memorial was an unmistakable indication of a long standing and wide
spread discontents which it was not wise to disregard.xv
The government responded to the Memorial very slowly. In April 1891 the Dewan
Rama Rao sent an endorsement to K.P. Sankara Menon in which the government tried to
reject the grievances raised in the Memorial. The Dewan justified the employment policies of
the government. He also pointed out that it was difficult to draw a demarcation line between
the native Hindus and foreign Hindus because for generations the latter had adopted
Travancore as their home and hence entitled its considerations and protections as natives.
However at the command of the Maharaja he agreed to meet “ a small deputation from the
petitioners not exceeding six in number and hear and discuss them any plan they may have to
lay before the government.”56This gave sufficient time to the non-Malayali Brahmins who
were already watching the move of the Nair leaders to prepare and submit a Counter
Memorial to neutralise the impact of the Malayali Memorial.57They organised themselves
under the leadership of E.Ramier and R.Ramanatha Rao and submitted a Counter Memorial
to the government on 3 June 1891. Malayala Manorama through an editorial criticised the
Counter Memorial and pointed out that most of their allegations grew out of their jealousy.xvi
For giving a national character the counter memorialists also enrolled the Muslims,
Christians, Nambudiris, Vellalas, Ezhavas and even some Nairs. Both the groups held
meetings in different places of Travancore. The Memorial faction was defended by persons
like G.P.Pillai, K.C.Kesava Pillai, K.Narayanan Thampi, Sivan Pillai, Marthomas
Athanasius, Neelakanda Pillai and others while the Counter Memorialists had such leaders as
Mar Gregorius, Jacobite Bishop, Muslim and Nambudiri speakers.58 The memorialists
criticised that those who crossed the Western Ghats to Kerala “for free meals or for a job as
cook were influencing the decision making process at the highest level”, while the anti
memorialists retaliated that “the intellectual and moral works and professional attainments
alone should be the criteria for government employment.”59 On 2 July 1891 both the groups

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met the Dewan in his chamber for discussion. The deputation of the Malayali Memorial
consisted of Sankara Menon, G.P.Pillai, Kavalam Neelakanda Pillai, P.Sivan Pillai, Siriac
Nidhiry and P.K.Padmanabha Pillai.60The counter memorial delegation was headed by
E.Ramier. Even though the meeting with the Dewan Rama Rao ended smoothly, it proved
unuseful to the Malayali Memorialists. Not only that during his period, Rama Rao
disfavoured the leaders of Malayali Sabha.
But when the new Dewan Sankara Subbayyar took charge he followed favouritism
towards the eaders of Malayali Sabha and he succeeded in reaching a tacit understanding with
the official Nairs. As a result all the major Nair leaders who signed in the Malayali Memorial
got very attractive lucrative jobs. C.V.Raman Pillai became the High court Manager.
V.I.Kesava Pillai was appointed as the First Class Magistrate who later became the Dewan
Peishkar. P.Ayyappan Pillai became the School Inspector and later Educational Secretary.
While C.M.Madhavan Pillai was appointed as Huzur Deputy Peishkar, K.P.Sankara
Narayana Menon became District Judge. All these placements were made before 1900.61 It
was due to his commitment that C.V.Raman Pillai when wrote a work “Videseeya
Medhavithvam”in 1920 praised Sankara Subbayyer and the Travancore Government.62
Even though the Malayali Memorial was the first organised political movement of
Travancore for social justice, only the Nair community leaders emerged the immediate
beneficiaries.63The Government considered the Ezhava leaders as a group who were imported
into the memorial. When a police Superintendent tried to recruit a few Ezhavas into the
Police Force, Dewan Sankara Subbier refused permission.64Once the official Nairs got
promotions and placements they lent scant attention to the activities of the Malayali Sabha.
Thus the Malayali Memorial agitation bore fruit to the extent that the Nair community now
came to be recruited in good numbers in Government Service. Since then, the Nairs had
politically a monopoly of Government service.65 The Nair community leaders who sought
the help of other communities for the Malayali Memorial, did not take much pain to enquire
into the benefits acquired by these communities. They considered that once the Nair leaders
got promotions and placements, the problems of the entire Malayalees get solved.66It was this
attitude which induced other communities like the Ezhavas and Christians to appeal for the
redressal of their grievances separately. The new middle class of these communities started
complaining against the near monopolistic position of the Nayars in government services and
the legislatures. Each group altered its community in order to win its cause, by adducing a
communal colouring to the movement of others.67The divide and rule policy of the
Travancore government by patronising the official Nairs made some other communities bitter
enemies of the Nairs. But through these policies the Government succeeded in preventing a
popular movement like that of the Malayali Memorial until the Civic Rights Movement of
1919.68In short the Malayali Memorial was in a sense the expression of the assertion of Nayar
community in order to maintain their statusquo in the society.

References
1. Nagam Aiya,The Census of Travancore 1891,Madras, Addson & Co., 1894, p.690.

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2. N.Nanu Pillai (1877-80) was the only Travancore Nair to hold the Dewanship as a permanent
appointment after 1817; Robin Jeffry, op.cit, n.49, p.6. Col.Monroe functioned as Dewan
from 3-6-1811 to 12-5-1814. After him for a short period one Dewan Padmanabhan assumed
charge ie., from 24-6-1814 to 8-12-1814. He was followed by Sankara Narayana Ayyan or
Sanku Annavi who functioned from 28-12-1814 to 13-11-1815. He was succeeded by
Narayanan Raman or Raman Menon from 5-12-1815 to 7-2-1817. After him till Nanu Pillai
who assumed charge on 17-8-1877,foreign Brahmins continuously functioned as Travancore
Dewans; Travancore Directory 1938;S.Ramanatha Ayyar, op.cit., pp .160-170.
3. K.M.Bahauddin, Kerala Muslims,the Long struggle, Kottayam, S.P.C.S,1992, p.139.
4. T.K.Velu Pillai, op.cit, no.21, p.698; P.K.Parameswaran Nair (ed.), N.S.S.Chritram,
Changanassery, NSS Publications, 1972, p.93.
5. K.K.Kusuman, The Anti-Brahmin Movement in Travancore,Journal of Kerala Studies,
Vol.IV, Part II,III, June-September,1977, p.459.
6. Ibid, N.S.S.Charitram, p.96; J.Reghu, op.cit, n.82, p.26; In 1890, the non-malayali Brahmins
occupied 3 out of 4 Dewn Peshkars, 10 out of 18 Zilla and High Court Judges, 10 out of 20
Supervisors, 145 out of 231 Licensed Vakils and Pleaders, 15 out of 29 Tahsildars and 17 out
of 30 Headmasters; Travancore Almanac 1891 quoted by Jeffry, op.cit., n.97, p.111; K.M.
Bahauddin, op.cit, p.140.
7. Travancore Almanac, Trivandrum, 1889, p.13.
8. P.S.Velayudhan, S.N.D.P.Yogacharitram (mal.), Kollam, S.N.D.P.Yogam, 1978, p.24. This
table is also reproduced with minor modifications by George Mathew, Communal Road to
Secular Kerala, New Delhi, Concept Publishing Company, 1989, p.42.
9. Robin Jeffry, op.cit., p.8.
10. Ibid, p.111.
11. Robin Jeffry writes,"The Shanmady Vilas Sabha founded in 1882 in Thiruvananthapuram as
cultural association was exclusively Brahmin. Its membership included numbers of smartha,
desastha and vaishnavite officials. The Fort Reading Club founded in 1885 was patronised by
Visakhom Tirunal and the large majority of its members were non-Malayali Brahmin
officials; Ibid, p.115.
12. One of the reasons for the non-Brahmin movements in South India was that the Brahmins
took more advantage of modern educational and employment opportunities than the upper
non-Brahmin castes, secured government jobs and thus tried to maintain Brahmin
predominance in goverment service. Generally the non-Brahmin movement played a
catalystic role in developing anti-caste or anti-Hinduism. Non-Brahmin movement was
started firstly in Maharashtra represented by Jyothiba Phule(1827-1890) who started Satya
Sodhak Samaj. Later the non-Brahmins were patronised by R.P.Paranjape. For details about
the non-Brahmin movement in Maharashtra, see S.N.Singh, Reservation Policy for Backward
Classes, Jaipur, Rewat Publications, 1996, p.37.
13. In addition to Maharashtra anti-Brahmin movements started in Tamil Nadu,Karnataka and
Kerala. In the early 20th century a strong Dravidian movement developed in TamilNadu.The
early anti-Brahmin parties included the Justice Party founded in 1916, the Self Respect
Movement founded in 1925 and the Dravida Kazhakam founded in 1944;Pauline Kolendra,
Caste in Contemporary India: Beyond Organic Solidarity, Jaipur, Rewat Publications, 1986,
pp.119-120.
14. The Unemployment Enquiry Committee of 1928 observed, "In view of their past traditions
and recent history, it is not a matter of surprise that middle class families among Tamil
Brahmins,Nairs and among Syrian Christians, almost automatically sent their children to
school or college with a view to qualify them for government service even as a petty official;

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Report of the Unemployment Enquiry Committee, Thiruvananthapuram, 1928,Chapter 3,

p.23.
15. Robin Jeffry, op.cit, n.107, pp.70-71; S.N.Sadasivan, Administration and Social Development
in Kerala,New Delhi,Indian Institute of Public Administration,1988,p.60
16. P.Bhaskaranunni, op.cit., p.1072.
17. R.Ramalingom, A Decade of Memorials (art.), Aspects of South Indian History: A
Falicitation volume in honour of Prof. K.Rajayyan, Nagercoil, Rajesh Publications, 2000,
p.191.
18. J.W. Gladstone, op.cit, p.224. The names like Malayali Social Union, Malayali Sabha,
Malayali Memorial, Malayali etc. are significant in this context.
19. P.Thanu Pillai was a Lecturer in Maharajas College,Thiruvananthapuram in the 1870’s. In
1879 he was promoted to be Manager of the Dewan’s office by the Nayar Dewan, N.Nanu
Pillai. In 1880, at the age of 26 he became the first malayali to take M.A.Degree. He was
loved and adored by his students; Robin Jeffry, op.cit., n.111, p.157; P.K.Parameswaran
Nair,C.V.Raman Pillai(mal.), Kottayam, N.B.S, 1959, p.86; V. Balakrishnan&R.Leela Devi,
Mannathu Padmanabhan and the Revival of Nairs in Kerala, New Delhi,Vikas
Publications,1982,p.17; Pattom G.Ramachandran, Nair Samudayathinte Ithihasam (mal.),
Thiruvananthapuram, Sahitya Vedi, 2005, p.105.
20. P.K.Parameswaran Nair, op.cit., p.87.
21. Ibid, p.86.
22. Madras Standard, 23 September 1887,p.2; N.K. Jose, Malayali Memorial (mal.), Vaikkom,
Hobby Publications, 1991,p.4; P.K. Parameswaran Nair, Ibid, p.88; Pattom G.Ramachandran,
op.cit., , p.100; Sureshkumar, Political Evolution in Kerala: Travancore 1859-1938, New
Delhi, Phoenix Publishing House, p.60.
23. G.Parameswaran Pillai, commonly known as G.P was a journalist,politician,social activist
and a philanthropist. He was born on 26 February 1864 at Pallipuram, Thiruvananthapuram.
He studied at Maharajas College,Thiruvananthapuram and Presidency College,Madras. Later
he took his Barrister degree from England. He became the editor of Madras Standard in 1892.
He functioned as the secretary of INC in 1894 and 1898. He visited England, France and
Italy. He was one of the founders of Madras Social Reform Association and functioned as a
leader of Indian Temperance Association. His works include Representative Indians,
Representative South Indians,London and Paris through Indian Spectacles and Indian
Congress Men. He died at the age of 39 on 21 May 1903;G.P.Sekhar (ed.),G.P.Pillai,Select
Writings and Speeches, Thiruvananthapuram, Radh-Ind Publications,1964;K.P.Sankara
Menon,Adhunika Thiruvithamkurile Adyathe Viplavakari(art.), Deenabandhu(mal.), Onam
Sree Narayana Jayanti Special,1962; Velayudhan Panikasseri, Barrister G.P.Pillai (art.),
Vivekodayam, Book 1,Vol. 8,August 1967; Puthuppalli Raghavan, Barrister G.P.Pillai (art.),
S.N.D.P.Yogam Platinum Jubilee Souvenir, Kollam,1978, pp. 413-25.
24. Indian Express, 23 January 1949; Paravur K.Gopala Pillai, G.P.Pillai(art.), Deepam, An
Illustrated Journal, Vol.1, No.6, Ernakulan, 1930, p.218.
25. Resident’s letter to Dewan dated 10 July 1863 citing the writings of G.P in Athenaeum
Newspaper, quoted by M.J. Koshy, Genesis of Political Consciousness in Kerala,
Thiruvananthapuram, Kerala Historical Society, 1972, p.67.
26. P.K.K.Menon, The History of Freedom Movement in Kerala, Vol.II, Thiruvananthapuram,
Government Press, 1972, pp.5-6; G.Parameswaran Pillai, Keraliyan:The Father of Political
Agitation in Travancore, Thiruvananthapuram, 1948.
27. Ibid, p.6.

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28. C.V.Raman Pillai wrote his historical novel Marthanda Varma in which the real hero was the
brave and faithful Nair youth Anantha Padmanabhan; V. Balakrishnan and R.Leela Devi,
op.cit., p.17-18.
29. Robin Jeffry, op.cit., p.164.
30. R. Ramakrishnan Nair, Constitutional Experiments in Kerala, Thiruvananthapuram, The
Kerala Academy of Political Science, 1964, p.3.
31. Western Star, Kochi, 17 January 1891 quoted by K.Reghu, Abstention Movement: A Study,
Unpublished Ph.D Thesis, Thiruvananthapuram, University of Kerala, 2003, p.47.
32. The claim of the ‘Travancorean’ continued even after the Malayali Memorial. For instance in
the 17th Session of SMPA in 1920,one Mr.K. Krishnan Madhavan pleaded for the
appointment of the natives in the Travancore service avoiding the non-Malayalis; SMPA
Proceedings, 17th Session, 1920.
33. K.M.Bahauddin, op.cit., n.99, p.140; J.W. Gladston, op.cit.,p.228.
34. A.Sreedhara Menon,A Concise Political History of Modern Kerala (1885-1957), Madras,
Viswanathan Publishers, 1987, p.6.
35. Pattom G.Ramachandran, op.cit, p.104.
36. It was from the Malayali Memorial Agitation that the people began to demand
community reservation and for this purpose they allied communally. The same tendency
repeated even after the formation of the Kerala State. Now the Nair community is demanding
economic reservation instead of community reservation raised during the Malayali Memorial
Agitation. It is interesting to note that even though there were economically sound persons
who lived during the period of Malayali Memorial Agitation, nobody has demanded to
exclude them from representation; Kerala Kaumudi,19 January 1972. Robin Jeffry, op.cit,
p.104.
37. J.Reghu, op.cit, p.28.
38. Pattom G.Ramachandran,op.cit, , p.103.
39. T.K.Madhavan, Dr.Palpu (Biography), Alleppey, 1969, p.73.
40. P.K.Parameswaran Nair, op.cit, p.96.
41. N.K.Jose, op.cit., p.11
42. The memorial pointed out, “Regularly and systematically these Dewans without exception
not only introduced their relatives, caste men and friends in to the state but tried best to oust
the Nairs and prevent them from filling any of the higher appointments”; The Malayali
Memorial,Madras Memorial Press,1891 quoted in Archives Treasury, KSA, Nalanda,
Thiruvananthapuram,1994.
43. Robin Jeffry, op.cit., p.169.
44. Ibid, p.168.
45. R. Ramakrishnan Nair, Social Structure and Political Development in Kerala,
Thiruvananthapuram, The Kerala Academy of Political Science,1976, p.22.
46. The Malayali Memorial, 1891.
47. Ibid.
48. M.J.Koshy, Opcit, p.35.
49. Malayali Memorial, 1891.
50. Althogh the Malayali Memorial and similar other memorandums contained the seeds of full
scale anti-Brahmin movement, they couldn’t arrive at this logical culmination because of the
fractured nature of the society. The Nairs considered themselves more eligible than the
Ezhavas and others for job reservations; T.G.Jacob, Reflections on the Caste Question: An
Overview of TamilNadu, Karnataka and Kerala, Bangalore, 2000, p.102.
51. Ibid.

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52. K.K. Kusuman, The Abstention Movement, Thiruvananthapuram, Kerala Historical Society,
1976, p.6.
53. The Malayali Memorial, 1891.
54. M.J.Koshy, Costitutionalism in Travancore and Cochin, Thiruvananthapuram, Kerala
Historical Society , 1972, p.6.
55. George Mathew, op.cit., p.49.
56. For details about the opinions of the newspapers see M.J.Koshy, op.cit, pp. 97-174.
57. Malayala Manorama, 24 January 1891;Kerala Navodhanam:Kandathil Varghese
Mappilayude Mukha Prasangangal(mal.), Kottayam, Malayala Manorama,1997.
58. Malayala Manorama, 16 May 1891.
59. The Hindu, 20 January 1891.
60. Cover File No.1744/1891,English Records,quoted by N.K.Bhaskaran,Democratic Movement
in Travancore,Unpublished P.hD Thesis,Thiruvananthapuram,University of
Kerala,1983,p.114; Malayala Manorama Diamond Jubilee Souvenir, Kottayam, 1950, p.428;
Keralathile Vyavasaya Purigati (art.), G.Priyadarsan(ed.), S.N.D.P.Yogam Platinum Jubilee
Souvenir, Kollam, 1978, p.189.
61. Even before the submission of Malayali Memorial, the foreign Brahmins criticised the
leaders of Malayali Sabha. On the contrary leaders of Malayali Sabha attacked the non
malayali Brahmins by alleging that they were disloyal to the state even after receiving all the
benefits; P.K.Parameswaran Nair, op.cit, p.91.
62. Malayala Manorama, 30 May 1891.
63. The following persons campaigned for Malayali Memorial:
Thiruvananthapuram - T.F.Lloyd
Kottayam - Mar Athanesius
Parur - T.C.Hilarion
Alleppey - K.M.Neelakandan Nambuthiri
Nagercoil - Sivan Pillai
Kollam - Kavalam Neelakanda Pillai
64. K.M. Bahauddin, op.cit, p.141.
65. P.S. Sivan Pillai was a leader of Malayali Sabha. He functioned as a member of Legislative
Council during the periods 18881-91.Kavalam Neelakanda Pillai served as a member of
Legislative Council during the periods 1888-91.
66. N.K.Jose, op.cit, p.21.
67. P.K.Parameswaran Nair, op.cit, p.501.
68. In the Malayali Memorial the Nair interests predominated to the public interests.
Consequently they emerged the major beneficiaries. This victory induced them to start
similar agitations in future.In 1920's the Nair leaders tried to terminate the Regency rule of
Rani Lakshmi Bai and enthrone Chitira Tirunal. They considered that if they get placements
in return to their services to the new king it would be advantageous to the Nair interests.
Consequently signatures were collected for a memorial and send it to the Viceroy;
C.Narayana Pillai, Thiruvithamcore Swathanthrya Samara Charitram(mal.),
Thiruvananthapuram, Narayana Pillai Foundation, 2004, pp.14-15.

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A ROLE AND ACTIVITIES OF FARM WOMEN IN FOOD SECURITY IN

TIRUCHENDUR BLOCK OF THOOTHUKUDI DISTRICT

Dr.N.Nagalakshmi
Assistant Professor in Economics
St.Mary’s College (Autonomous),Thothukudi
ABSTRACT
Food security means that all people at all times have access to safe and nutritious food
to maintain health and an active life. This definition implies three dimensions of food
security, namely, adequate supply, affordability and stability at various levels, i.e., at the
global, national, household and individual levels. The concept of food security implies, “a
situation that exists when all people, at all times, have physical, social and economic access
to sufficient, safe and nutritious food that meets their dietary needs and food preferences for
an active and healthy life”
INTRODUCTION
Food security means that all people at all times have access to safe and nutritious food
to maintain health and an active life. This definition implies three dimensions of food
security, namely, adequate supply, affordability and stability at various levels, i.e., at the
global, national, household and individual levels.
The concept of food security implies, “a situation that exists when all people, at all
times, have physical, social and economic access to sufficient, safe and nutritious food that
meets their dietary needs and food preferences for an active and healthy life” (FAQ 2002).
Therefore, before exploring the different approaches undergone on the concept of the food
security, it may be useful to have a proper clarity over the concept of the food security as
understood in India which is regularly modernism by the government is also necessary to
check the excessive and unscientific use of this resource. An excessive digging of wells
should be linked with the construction of water-harvesting structures. In the urban areas
harvesting of rainwater’s should be made mandatory so that water stored could be used of the
other than drinking purposes.
The food security problems in India is currently one of acquiescence, as a sizable
share of the population lacks economic and physical access to sufficient food. Poverty in
India is falling but concerns over food security are increasing. With a network of more than
4.62 lakh fair price shops, Public Distribution System (PDS) is perhaps the largest
distribution machinery of its type in the world through which government of India ensures
food security at the micro-level. Each year PDS is said to distribute commodities worth more
than Rs.30, 000 cores to about 160 million families. However, doubts have been raised about
the efficacy and cost-effectiveness of the PDS, especially in the light of the growing food
inflation, food subside, food stocks and food insecurity. The problem facing the country
today is not one of shortage of food grains but of managing the surplus. Therefore, there is a
need to explore the possibility of introducing innovative ideas to eliminate hunger and make
food available to the poor at an affordable and sustainable basis.

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Dr. M.S.Swaminathan, chairman of National Commission on Farmers, explains that

“sustainable food security depends on availability of food grains in the market, accessibility
of the general public in procuring these articles from the market and the absorption of food in
the body that is determined by access to safe drinking water, environmental hygiene and
primary health care”.
It is well documented that most poor families in the world spend 80% of their income
on food grains. Further, people often fail to eat enough food only because they do not have
sufficient purchasing power. Prof.Amartya Sen states that the causes of hunger in India
currently are the wide prevalence of poverty and the inability of a large section of the
population to buy food or to establish entitlement over an adequate amount of food.
What is food security?
National Food security Bill was introduced in India and seeks to provide a legal
entitlement to subsidized food-grains to 75 percent of the country’s rural population and 50
percent of urban India.
The estimates suggest that 68 percent of the country’s population would get legal
entitlement after the bill is enacted. This would create more demand for food-grains and at
the same time production may not increase correspondingly leading to demand driven
inflation. In this manner India would then become more dependent on the import of food
grain and would open doors for easy import… of essential commodities and in turn would
create a back door entry to the FDI in retail as well.
What is Food Insecurity?
Food insecurity refers to a lack of access to enough food. There are two kinds of food
insecurity: chronic and transitory. Transitory food insecurity is a temporary decline in a
household’s access to enough food. Chronic food insecurity is a continuously inadequate diet
caused by the inability to acquire food. It affects households that persistently lack the ability
either to buy enough food or to produce their own. Hence, poverty is considered the root
cause of chronic food insecurity
Household Food Security
According to United Nations, a household is food secure when it has access to food need for
a healthy life for all its members (adequate in terms of quality, safety and culturally
acceptable) and when it is not at undue risk of losing such access.
Food security implies livelihood security at the level of each house hold and all
members within and involves ensuring both physical and economic access to balanced diet,
safe drinking water, environmental sanitation, primary education and basic health care.
Problems of Food Security
The major problems of India’s food security are related to the resources and means of
having access to stock powers of good grains. Lack of Food is due to the lack of the means to
acquire it not due to shortfall in food grain production as commonly understood. In India as
agriculture is the main issue of income sector for vast majority of population. Sustained
growth of agriculture sector is very vital to ensure food security. However food lost by
ceremonial occasions should not be ignored.
National Food Security Bill

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• For Priority Group (those below poverty line): 7kg grain per month per person. Rise at Rs 3
per kg, wheat at Rs 2 per kg and coarse grain at Re 1 a kg
• For General Group: 3 kg per person per month at half of minimum support price given to
farmers
• Beneficiaries under priority group – minimum 46% of rural population and 28% of urban
population. Could go up based on results of Socio-Economic and Caste Census.
• Total bill for grain supply: around Rs 1-1.5 lakh crore (including states’ share)
• Grains needed: 61 million tones
OBJECTIVES
The following objectives are presented for the present study.
➢ To investigate the role, activities and degree of involvement of farmwomen in supply of
different food items for their family food security.
➢ To know the type of food security the family gets with the involvement of farmwomen.
➢ To take few strategies to highlights some policy suggestion to enhance food security.
METHODOLOGY
The study was conducted in Tiruchendur Block in Thoothukudi District. 100
farmwomen were randomly selected from the sample area as respondents. The structured
interview schedule was developed for data collection. Face to face questions were asked and
discussion was also made as and when required. Then, statistical analysis was done as per the
available data.
STATEMENT OF THE PROBLEM
The food demand will be driven by income and population growth, urbanization, food
prices and income distribution. Food demand projections have been made using the piece-
wise linear expansion system (LES) model developed at center for Economic and Social
Studies (CESS), Hyderabad. The projections given below assume real expenditure growth of
5 per cent per annum between 2000 and 2020, increase of population to 1.343 billion in 2020,
rate of urbanization and rural, urban disparity consistent with the historical trends and the
inequality in the income distribution and relative prices same as in 1998. Under these
assumptions, the demand is projected to grow at 2.2 per cent for cereals during 2000-10 and
2.0 per cent during 2010-20, 3-4 per cent for edible oils and pulses, and 4-5 per cent for milk
and milk products, meat, fish, eggs, fruits, vegetables, sugar and guru.
ANALYSIS
S.No categories Details
Size of the No.of.family Percentage
Household
1. Size of the Household 1-2 20 17
2-4 35 29

4-6 38 32
6-8 23 19

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Above 8 4 3
Total 120 100
Age in years Sample Percentage
21-30 45 37.5
2. Age wise Distribution 31-40 30 25
41-50 15 12.5
Above 51 30 25
Total 120 100
Working Category Sample percentage
Agricultural 70 58.33
3. Category of working Non-Agricultural 50 41.66
level Total 120 100
Income per Month Sample Percentage
(Rs)
Below 10000 8 6.6
4. Monthly income wise 10001-12000 48 40
classification 12001-14000 32 19.2
14001-16000 23 6.7
16001-18000 9 7.5

Total 120 100

Expenditure Sample percentage
Per month
Below 10000 10 8.33
Monthly expenditure 10001-12000 32 26.66
5. wise classification
12001-14000 25 20.83
14001-16000 32 26.66
16001-18000 21 17.5
Total 120 100
Role & Activities of Degree of Involvement (%)

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women in food Everyda Once Once Once

security y in a in a in sux
week mont month
6. Supply of green leaves h
Collection of wild 30.69 47.69 10.78 0.84
green leaves from
outside
Cultivation of greens 37.69 22.99 17.69 27.61
in homestead
Purchase 21.83 41.83 21.62 14.69
Exchange 16.92 23.84 34.61 24.61

Role & activities Degree of Involvement (%)

of women in food
security Everyda Once once Once
y in in a in six
7. Supply of vegetables a week mont month
h
Exchange 21.20 23.84 34.61 20.31

Kitchen Garden 30.00 20.76 32.30 16.92

Vegetable fields 28.84 25.76 26.65 18.95
Purchase 8.07 61.53 14.23 10.76
Role & Activities of Degree of Involvement (%)
Women in Food Everyda Once once Once
Security y in a in a in six
Week mont month
8. Mobilization of h
resource for food Labour work 55.38 13.84 17.69 13.07
Part time Economic 30.76 26.92 21.69 20.61
Activity
Barter System 6.15 50.00 40.00 3.83

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Selling of farm 17.69 38.46 30.76 13.07

products and bye-
products

HYPOTHESIS
There is no relationship between Monthly Income and Monthly Expenditure of farm
women workers.
Result:
There is a positive relationship. Therefore the above hypothesis is proved because the
monthly income of the respondents and monthly expenditure of the respondents have a
positive relationship, (i.e.). When income increases expenditure is also increasing and income
decreases, expenditure is also decreasing.
FINDINGS
In the chapter the research percent’s the findings, suggestion and conclusion. The
main source of investigation is 120 samples of farm women’s. With the help of percentage
and tables the research has investigated the case study.
• 32% of sample respondents are under the size of household of 4-6 and 3% of the sample
respondents are under the size of household of above 8.
• 37.5% of sample respondents are coming under the age group of 21-30 years and 12.5% of
sample respondents are coming under the age group of 41-50 years.
• Maximum number 58.33% of respondents are Agricultural working category.
• 40% of the respondents earning Rs.10001-12000 for monthly income. 6.6% of the
respondents earning below 10000 for monthly income. The 26.66% of the respondents
spending per month expenditure is 10001-12000 and 14001-16000. The 8.33%of the
respondents spending per month expenditure is below 1000 and 16001-18000.
• The maximum number of respondents (26.66%) expenditure is 14001-16000 and 10001-
12000.
• The researcher consider that the highest percentage (47.69%) of farmwomen supply green
leaves weekly for their families followed by daily supply (30.69%) through collection from
outside and cultivation in homestead lands. In addition, (41.83%) purchase from market once
in a week while (34.61%) supply weekly through exchange with the neighbors.
• They also supply monthly vegetable through exchange method (34.61%). Every day through
Kitchen Garden (30.00%) and cultivating in vegetables fields (28.84%). Further, most of
them (61.53%) weekly through purchase while 20.76% to 25.76% are involved through any
means like Exchange or Kitchen Garden or Vegetable Fields.
• For supply of all food items the women mobilize their resources through daily labour work
(55.38%), part-time economic activity (30.76%), barter system (6.15%) and selling of farm
products and bi-products (17.69%).
SUGGESTIONS

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From the above analysis and findings the researcher had given the following
suggestions. It is clear that there are some problems for the farm women are which should be
settled amicably. The problem of getting regular employment is certainly a problem. The
following are the suggestion.
• The educational standard of the farmwomen seems, to below. It seems most of them are fairly
educated from 1st standard to 10th standard. Whatever be the hardships faced by the
farmwomen including financial difficulties proper arrangement should be made by
government to provide education to the farmwomen in view of the good climate with regard
to education this may be improved in future.
• Food security must not be based on market but rather as self-reliance and sufficiency. The
approach should be one of moving from food security to food sovereignty.
• Food security must focus in a diversified food basket, not food grains alone.
• The Government should develop appropriate policies and programmes to check malnutrition
as human right issues.
• Establish a regular nutrition surveillance and growth monitoring system at national and
international level.
• Food subsidies could be continued in order to maintain the per capita consumption.
• .The food subsidies could be confined in order to maintain the per capita consumption.
• Food banks at grass root levels should be well maintained.
• Sustainable land, water management must directly link to food security.

CONCLUSION
Women in India are both as owners of assets and having different facets interpreted in
a variety of ways. But physical and economic access to food at the household level, at all
times, to ensure healthy and active life is the crux of food security. Hence, in practice, food
security is, generally equated with the absence of hunger, or at best provision of pre-
determined number of calories at the household level. This notion of food security and the
resultant policies and programs couldn't succeed to achieve the principal goal of food
security, i.e., enabling households to lead a healthy and active life in India successfully.

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A STUDY ON EMPLOYEE RETENTION STRATEGY WITH SPECIAL

REFERENCE TO KAIRALI MALAYALAM COMMUNICATION LTD.

S VIDYA DEVI
M.Com – Semester 2
Mahatma Gandhi College, Trivandrum, Kerala
ABSTRACT
The most valuable asset of an organisation is human resource. Organisational resources are
utilised to extract the best from them. One of the major functions of an organisation is to
retain employees. Careful and deliberate strategies are to be implemented and it should be
given top priority by the organisation. If the organisation fails to do so, they would be left
with no good employees. In this competitive world it is very crucial function of every
organisation to retain their valuable employees.
Employee Retention is a process by encouraging and motivating employees to remain in the
organisation for a long period or until the project completion by providing a good working
environment, providing rewards and recognition and other facilities. In every organisation
there exist employees’ retention strategies in order to retain employees. So in the absence of
an effective strategy, competitors in the industry will attract and snatch out the valuable
employees of the organisation. An organisation must try to understand the valuable employee
and those who are not contributing to the company. Sincere efforts should be taken to retain
them in the organisation. This paper discusses the factors that affect employee retention and
strategies used by the Kairali Ltd to retain their employees.
INTRODUCTION
In this present scenario, every company is facing the challenge to retain employees in best
ways. In order to create a successful company, employer should consider as many measures
as possible to retain employees; at the same time obtaining their trust and loyalty will help
them to remain in the organization. The real skill in motivating the existing employees is
crucial for retention and overall organization’s success. Thus this project is intended to find
the factors which may influence the retention of employees in the organization.
Kairali TV the Malayalam channel was inaugurated on the 16th August 2000. The telecasting
began on the same day itself. A twenty four hours commercial operation was commenced
from the very next day of the launch of the channel. Kairali has rare distinction of starting the
first digital broad cast from Kerala by which live programs can be telecast to any part of the
world. With this introduction, the channel has become the first digital analogue to be updated
with the different sources of the world. It is the first satellite channel to be up linked from
Cochin.
Employees are retained for the success and welfare of the organisation. High employee
turnover from the organisation may lead to huge expenses and it will affect the goodwill of
the organisation in the industry. So the employee retention strategy of an organisation begins

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from the first step own wards, that is recruitment process. Select the right talent from the
personnel who is suitable to the designation and organisational nature.
STATEMENT OF THE PROBLEM
The major function of an organisation is to retain their employees by giving encouragement
and motivation. It is a skilful practise for every organisation to implement efficient and
effective employee retention strategies. In the absence of this, they would be left with no
good employees. In this competitive world, competitors will attract and snatch out the
valuable employees from the organisation. Secondly, in the absence of effective retention
measures, employees may leave the organisation in search for better opportunities.
A study on employee retention strategies was conducted at Kairali Malayalam
Communication, Ltd. In order to find out what are the factors that affect employee retention
and strategies used by the firm to retain their employees.
SCOPE OF THE STUDY
❖ This study will give insight into the attitude of the employees.
❖ It will be helpful to the researcher who wants to extent their further research.
❖ This study will be useful for the management to develop effective retention strategy.
OBJECTIVES
The following are the objective of the study conducted:
❖ To find out the retention strategy followed by the firm.
❖ To examine the interrelationship between job satisfaction and employee retention.
❖ To analyze the working condition provided to the employees.
❖ To give suggestions for the improvement of the strategy adopted by the organization.
RESEARCH METHODOLOGY
The primary and secondary data have been made use of for the study. The methodology may
include published sources like annual reports and records, economic review, company
website etc. Primary Data have been collected through conducting survey.
LITERATURE REVIEW
The employee retention strategy and its role has been the focus of a number of studies carried
out in recent times. A brief review of some of these studies has been made here.
Eskildsen and Nussler (2000) suggest that employers are fighting to get talented employees
in order to maintain a prosperous business. Ray Hammer (2000) as well as many other
researchers/authors agree.
Mark Parrott (2000) believes that, there is a straight line between employee satisfaction and
customer satisfaction. He believes that today’s employees pose a complete new set of
challenges, especially when businesses are forced to confront one of the tightest labor
markets in decades.
Hammer; Marini; Denton (2000) Employees that are satisfied and happy in with their jobs
are more dedicated to doing a good job and taking care of customers that sustain the
operation.
Fishbein and Ajzen’s (1975) attest the theory of reasoned action as the heart retention of
both the employee and the customer links between satisfaction and behavior.

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Mark Parrott (2000), Anderson and Sullivan (1993) and Rust and Zahorik (1993) believe
that, there is a straight satisfaction has been associated to retention of both customers and
employees.
Paul and Anantharaman (2003) believe that career development directly influences an
employee's commitment to the organization. That commitment affects employees' retention
and productivity levels, resulting in increased financial performance.
KAIRALI MALAYALAM COMMUNICATION LIMITED
Kairali TV is a Malayalam channel which was inaugurated in the year 2000 on 16th August.
On the same day itself they had started their first telecast. After the next day of launch they
had started their commercial operation of 24 hours. Kairali has rare distinction of starting the
first digital broad cast from Kerala by which live programs can be telecast to any part of the
world. In Kerala, for the first time, Kairali started the service of digital telecast. By
introducing this, the channel became the first digital analogue to be updated with the different
sources of the world. Kairali channel with its high quality programs and digital transmission,
it is today one of the channels in India with excellent picture quality and sound. Kairali
channel offers its viewers with more choices which help to increase their reputation all over
India and help them to compete in this digital world. Now the Malayalam Communications
Limited is planning to launch a new channel for the Gulf and Middle East viewers named as
KAIRALI ARABIA.
TYPES OF EMPLOYEE RETENTION STRATEGIES
The following are important employee retention strategies or practices:
1. Hiring the right people
Majority of the employee turnover is because of bad hiring decisions. It is better to
appoint the right person who is best to suit the organisation’s expectations
2. Better Communication
Create a better workplace where the employees are free to express their opinions and
suggestions. This will encourage them to remain in the organization.
3. Shaping their growth and development
Helping employees to attain their short-term and long-term goals is an important employee
retention strategy. For this, the organization can provide training programs; allow them to
attend conferences, etc.
4. Appreciate your employees
Appreciating and encouraging the employees for their achievement is a good retention
strategy. This will prevent the talent leaving from the organization.
5. Work life balance
Major reason for less productive human resource is due to overwork load. They are unable to
balance their work and life and become less productive. For avoiding this, organizations
should encourage them to share their and work load and should provide proper time gap for
completing the work. This will help the organization to hold their valuable human resource
within the organization.
6. Motivate subordinates

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Be a leader who is a good inspiration to your subordinate. Believe in their skills and
capabilities and encourage them to attain their goals. Keep them in their comfort zone and
listen their ideas and implement them. Also participate employees in decision making
process.
7. Treat employees equally
To ensure maximum company growth it is very necessary to treat all employees fairly. In the
absence, if they are treated unequally it will decrease employee morale and will affect the
productivity. The above explained are some of the important strategies followed by every
organization. These practices will help the firms to hold their talent in the organization itself.
A good bunch of human assets is necessary for attaining organizational success.

ANALYSIS AND INTREPRETATION

1. JOB SATISFACTION
Indicate the level of satisfaction with the current job

No of Respondents
No of Respondents

18
14

7 6 5

Very high Fairly Enough Modrate Very Less Not at all

The above study reveals that 9% of employees are highly satisfied, 3.5 %are satisfied, 7% are
moderately satisfied, 3% are very less satisfied, and 2.5% are not at all satisfied with their
current job.

2. REWARDS AND RECOGNITION

Do you have rewards and recognition with the current job?

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No of respondent
no of respondent

35

15

yes no

About 75% employees say they have rewards for their achievement, remaining 7.5% say they
have no rewards.

3. FACILITIES
Are you satisfied with the facilities provided by the organizations?

Response No of respondents % of respondents

Yes 43 21.5

No 7 3.5

Majority of employees are satisfied in the facilities provided by the organization.

4. OPPORTUNITY

Do you feel the company provides opportunities for your growth and
development?

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No of response
yes no

0% 0%

26%

74%

From the above study we can interpret that about 74% of the respondents of the company
feels that the company provides opportunities for their growth and development.

5. WELFARE MEASURE
Level of satisfaction regarding the welfare measures provided by the company

Response No of respondent % of respondent

Highly dissatisfied - -

Dissatisfied 2 1

Neutral 18 9

Satisfied 9 45

Highly satisfied 21 10.5

Majority of the employees are satisfied with the welfare measures provided by the firm. This
shows the relationship between the company and employees.

6. WORKING ENVIRONMENT
What is your opinion on the working environment?

Response No of respondents % of respondents

Strongly disagree - -

Dissatisfied 7 3.5

Neutral 16 8

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Agree 23 11.5

Strongly agree 4 2

Majority of the employees agree with the infrastructure provided by the firm.

7. JOB SECURITY
Do you feel the secure in the current job?

No of respondent
strongly disagree Disagree Neutral Agree Strongly agree

0%

17%
31%
12%

40%

From the study we can conclude that about 40% of the employees have neutral response
related to their job security.

8. MOTIVATION LEVEL.

Does the retention bonus have any impact on the motivation levels and
performance of an associate?

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No of respondent
No of respondent

35

15

yes No

17.5 % respondents support retention bonus has impact on motivational levels of employees

FINDINGS:
✓ Majority of the employees are satisfied and about 2% are not satisfied with the current job.
✓ About17.5% employees say they have rewards for their achievement, remaining 7.5% say
they have no rewards.
✓ Majority of employees are satisfied with the facilities provided by the organization.
✓ Majority of employees feel the company provides opportunity for growth and development.
✓ Majority of employees are satisfied with the welfare measures provided by the firm.
✓ Most of the employees agree with the infrastructure provided by the firm.
✓ 17.5% respondents support retention bonus has impact on motivational levels of employees.
✓ Majority of the respondent’s opinion is that carrier growth is their main concern.
✓ Majority of the employees have neutral response related to their job security.
✓ The study find that majority of the employees in the organization is comfortable with the
current working environment.
SUGGESTIONS:
✓ Retention plan has to be reviewed regularly.
✓ Communication between the managers and employees has to be improved.
✓ Seminars and workshop must be conducted to the staff members for better exposure.
✓ Fun factor is an important factor to improve employee satisfaction thus providing more
recreation / refreshments helps to improve employee satisfaction.
✓ Appreciation of work by co-workers and supervisors has to be encouraged.
CONCLUSION
The introduction to this paper states that retention of employees is an important concept of
every organisation to attain organisational goal. Retaining employees in the organization
receives great importance because of the fact that holding existing employees is far better
than recruiting new ones as it includes huge recruitment cost also. Most of the firms are

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trying to retain their employees by implementing different strategies. The firm needs to
analyze what are the various elements that play significant role in retaining employees
.Employees should be kept in a high motivation level so as to encourage them to stay with the
firm. Retaining experienced and skilled personal is becoming one of major priority of the
firms.
✓ From the study it is concluded that, at KAIRALI MALAYALAM COMMUNICATION
LTD, they follow some strategies to retain employees such as, flexible shift patterns,
providing good infrastructure facilities, following an effective performance appraisal system
etc. Retaining more employees is possible by providing fun at work, enhancing
communication with management, by helping them to balance their work, improving quality
of work life etc.
REFERENCE:
1. Gupta, k.shashi “Human Resource Management” Kalyanipublishers.Luhiana .New Delhi
2002.
2. Singh, B.P “OrganisationTheory andBehaviour”.Educate and Technical
Publishers.NaiSarak, Delhi.
3. RAO, VSP “Human Resource Management” Excel Book Publishers, Delhi
4. Adams, J., “Towards an understanding of inequity. Abnormal and Social Psychology”, 7 July
1963 Pg.422-436.
5. Bassi, L.J. And Van Buren, M.E. “Sharpening the leading edge. In Training And
Development”, 1999, pg.23-27.
6. www.roberthalf.com/employers hiring.
7. www.entrepreneure.com/article/76456.
8. www.managementstudy guide.com/employee retention strategy.
9. www.zoomshift.com/blog/employee-retention
10. http://kairalitv.in
11. Google scholar

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Education in India : Issues & Remedies

Kadia Vaishika R Dr. Dhaval J. Pandya

Research Scholar Asst. Prof., Department of Economics,
UCCC & SPBCBA & SDHG College UCCC & SPBCBA &SDHG College
Of BCA & IT, Udhna, Surat. Of BCA & IT, Udhna, Surat.
Email: [email protected] Email: [email protected]

Abstract
Education is the foundation of each nation. A nation won't have the option to get by in the
competitive world, if its education framework isn't fit for contributing for its turn of events.
Indian education system is broadly censured in multi-measurements for its inability to make
requiredemployabilityinitsunderstudiesasperthebusinessnecessitiesanditspowerlessness to add
to comprehensive development in the country all in all. This paper endeavors to feature the
issues and give a few suggestions for resolve them. The investigation utilizes optional
information from different accessible sources. The researcher presumes that the issues in the
presenteducationsystemthataredauntingthegrowthofthiscountrycanbetackledeffectively if
constructive and committed actions are taken by the Government to resolve them.
Keywords: Indian Education system, Significance, Issues, Remedies.

I. INTRODUCTION
“Plants are shaped by cultivation and humans by education”-Jean Jacques Rousseau.

Theeconomicgrowthofthecountrynotonlydependsonnaturalresources,technology and capital

but mainly on the quantity and quality of manpower. By quality of manpower, we mean the
efficiency and productivity of work force. The efficiency of the manpower depends on many
important factors like health and nutrition, education and training, housing facilities, safe
drinking water and sanitation, these are considered as important determinants of quality of
life. Adequate investment in these fields will increase the productivity and efficiency of the
manpower.Economistscallit‘humancapitalformation’.Byhumancapitalwemean“thebody of
knowledge attained by the population and capacity of the population to use the knowledge
effectively”.
Education is the most significant segment out of different parts of social framework. The
accomplished and appropriately prepared labor can quicken the pace of financial
advancement.
II. Need and significance of Education:
Education, as you know, is imperative to the HR(Human Resource)improvement and
strengthening in the phases of development of a country. In any training framework,
advanced education incorporating Management, Engineering, Medicines and so on, assumes
a significant job in giving information, qualities, and creating aptitudes and, simultaneously,
increment the development and efficiency of the country. While the Government is focused
on giving essential instruction and certain offices/appropriations for advanced education,

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given the greater expense associated with the foundation of advanced education
organizations, we are seeing the passage of private segment to run instructive establishments.

On the need for education, I wish to quote our Father of the Nation, Mahatma Gandhi, who
once said that “education not only moulds the new generation, but reflects a society’s
fundamental assumptions about itself and the individuals which compose it.”

In prompting development and efficiency of the country, the legislature is focused on

makingarrangementofessentialinstructionandcertainofficesandappropriationsarelikewise
required for advanced education. The cost included is high in the administration of the higher
instructive organizations and private part in the current presence is contributing towards the
activity of instructive establishments (Chakrabarty, 2011). The primary destinations of
instruction are, the individual ought to be taught with respect to all zones that are important to
improve one’s living, for example, standards, values, morals, social aptitudes, scholarly
information, societies, and they ought to figure out how to utilize the basic reasoning abilities.

At the point when an individual obtains advanced education and turns into a specialist,
engineer,legalcounselor,educator,director,headandsoonthenthisisevidentthatheattempts to
continue his everyday environments just as the states of his family, however it is essential
that he ought to contribute towards the government assistance of the network. Training and
learning ought to be executed for the duration of the lives of the people, they are viewed as
deep rooted forms and an individual ought to consistently center after learning new things in
his every day life.

III. Methodology:
The present research paper is mainly based on secondary data source. Researchers referred various
journals, reports, magazines articles, books etc. to dealt in the key contemporary issues faced by the
Indian education system.
The essential objectives behind this investigation are to:
(1) Assess the contemporary issues and difficulties to Indian Education System.
(2) To learn the potential solutions for resolve the issues.
(3) To give recommendations to advancement.

IV. Issues in the Indian Education System:

(1) Expenditure on education:
The ‘Economic Survey of India 2018-19' says that India has spent only 3 per cent of its
Gross Domestic Product(GDP) on education last fiscal year. The gross amount allocated in a
budget for the education sector might have increased over the years in absolute terms butith
as reduced as proportion of the GDP. However, it is low compared to other countries like
China and Mauritius which spend 3.3percent and 5percent of their total GDP on education.
This is necessary to improve the quality of education. India ranks third in terms of education
score of BRICS nations. Amongst south Asian countries, India has the second lowest score in
education quality, coming ahead only of Afghanistan. Sri Lanka also ranked much higher
than India.
(2) Gross Enrolment Pattern:
India has reached a Gross Enrolment Ratio (GER) of 26.3percent of people going into higher

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education and is close to achieving a target of 30prcent by 2020. With 51,649 colleges and
universities, the Indian higher education system is one of the largest in the world. From
2001to2016,Indiaadded26.9millionstudentstohighereducation.With35.7millionstudents
currently enrolled, India is second only to China’s 41.8 million. India has seen a massive
expansion in the higher education sector – an almost four-fold increase in enrolments and
institutionssince2001.Theincreasewasprimarilydrivenbyprivately-ownedinstitutionssince
the1990s,althoughtheprivatesectorhasnotexpandedsufficientlyatpostgraduatelevel,noted the
report. The frenetic growth has continued in the last five years with more than 6,000
institutions and six million students being added to the higher education system from 2011-12
to 2016-17. Although lower than the global average of 36.7percent GER, at 26.3percent India
compares favorably with other lower middle-income countries with an average GER of
23.5percent, the report notes. For upper middle-income countries such as China, which has
already undergone higher education basification, GER is 43.39percent and US with
85.8percent.
(3) Capacity utilization:

Another challenge to be addressed in strengthening the Indian education system is to improve

the capacity utilization. For example, a recent study on capacity utilization in India for higher
education indicates that the capacity utilization in case of MBA is about 57 per cent in
Maharashtra and 72 per cent in Haryana. In case of certain states, there are a lot of unfilled
seats in institutions. On the one hand, we need to improve our GER, and on the other, we
need to ensure that institutions/ colleges/schools created for providing higher education fully
utilize the capacity created.

(4) Infrastructure facilities:

Oneofthevariableswhythelimituseislowinupandcoming/newfoundations/schools (both in
private and open segments) is their powerlessness to give important physical framework to
run the establishments. The foundation offices attractive to rank the establishments of better
quality incorporate land, cutting edge study halls, library, inns, furniture, sports offices,
transport, business structures, and so on. We have to guarantee apolitical private division
interest in the foundation of universities for giving quality physical framework.

(5)Return on investment – Employment

“RecentestimatessuggestthattherateofreturnforhighereducationinIndiaisbetween 12percent
and 15percent, higher than in many developed countries, and will serve to increase demand
for higher education, the report noted, “With high rates of return, governments can justify
shifting the financing of higher education to households. Such households will not rely on
scholarships but are likely to rely on credit. Tomeet this demand, the government should at
least look to improve access to student loans,” said the report. But employment is not what it
should be.”(Reviving Higher Education in India, 2019).

India Skills Report 2018 finds that “employability across disciplines is just 45percent,
withengineeringandpharmacygraduatesthemostemployablewhilethosefromgeneralthree- year
programmes are the least employable. In the last five years, the India Skills Report has found

an increase in employability of more than 10percent. Employability surveys measure skills

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required in the workplace. In addition to a lack of technical skills, in many cases these tests
have found poor communication and language skills among recent graduates. To address the
skills gap in fresh hires, many companies invest in lengthy training programmes”.(Reviving
Higher Education in India, 2019).

(6)Low postgraduate and research enrolment:

“Postgraduate enrolments have more than doubled since 2009-10, according to the
report.(Reviving Higher Education in India,
2019).Nonetheless,undergraduateenrolmentsaccountforcloseto80percentofallenrolments in
India. With around four million students enrolled, postgraduate programmes are a distant
second at 11percent. General programmes and those with high chances of employment are
the most popular. Research degrees account for a very small proportion of enrolments.

Although the number of Ph.D. enrolments has doubled in the last five years, its share in total
enrolment has actually fallen. “With the exception of a few elite institutions, most universities
in India do not have research centers or departments,” the report noted.(India in ‘initial
stages’ of higher education massification, 2019).Only 34.9percent of all universities run
postgraduate programmes and just 2.5percent run PhD
programmes,withIndianstudentsincreasinglypursuingpostgraduatestudiesabroad.Indiahas
proportionately about 18percent the number of researchers China has, 5percent that of the
United States and 3percent that of South Korea. India has 216.2 researchers per one million
inhabitantsagainst1,200 in China,4,300 in the US and 7,100 in SouthKorea, according to the
report. A high density of researchers has a direct correlation with the quality of education in a
country and how it benefits industries and thus the economy.

Most research in India actually happens in stand-alone research institutions, outside of the
university system. According to 2016 estimates, some 278,383 Indian students were pursuing
tertiary education in other countries, almost double the number from 2005-06. Indian students
studying abroad accounted for 1percent of India’s total enrolment. However, a clear majority
of Indian students abroad are studying at the postgraduate level. Around 7percent of Indian
students in postgraduate education are enrolled abroad, despite the fact that higher
educationinmanyofthetopdestinationcountriesisfarmoreexpensivethaninIndia,thereport
notes.”(Reviving Higher Education in India, 2019).

(7)Lack of research culture:

Between 2011-12 and 2017-18 there has been a more than a 60percent increase in the number
of PhDs awarded. However, the number of academic papers published from 2014-18 is much
lower than that for 2004-08 and 2009-13. “The lack of a performance culture, segregation of
research and development institutions and low morale among academics have ensured that
even the country’s top universities remain largely teaching focused with limited research and
doctoral education,” the report said. Further, Indian universities place a stronger premium on
teaching rather than research; a significant portion of faculty’s time is
devotedexclusivelytoteachingduetohighworkloads.Thesevereshortageofteachingstaffalongwit
h hiringof adhoc andpart-timefacultymembershasskewedprioritiesamongfacultymembers.
(8)Financial Constraints:

There are many students who belong to minority groups, marginalized and socio-

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economically backward sections of the society. They show interest in their education, are
diligent and aspire to become professionals such as, doctors, lawyers, engineers, business
administrators, teachers and so forth. But low income of their families and financial
constraints serve to be impediments within the course of the acquisition of education.
Students usually migrate to urban areas to get enrolled in higher educational institutions and
besides, tuition, they have to pay for their living, food, books, e-resources, and other
expenses.
(9)Privatization:
Privatization of higher education is actually a new but a wanted trend and is
indispensabletosustainresourcefulness,adaptablenessandsuperiority.Theeconomictrackof
liberalization and globalization demands for it. In India, both the public and the private
institutions function simultaneously. Almost 50 percent of the higher education in India is
imparted through private institutions, primarily unassisted comprising of high cost. However,
the condition is not considered to be very unassuming. Private providers, in the interest of
maximizing profit, have every motivation to minimize the costs by negotiating on the quality
of education available in their institutions.
“According to AISHE REPORT 2017-18, 75 per cent
colleges were privately managed (60 per cent private
unaidedand15percentprivateaided)intheyear2013-14,
which has increased to 78 per cent (64.7 per cent private
unaided and 13.3 per cent private aided) by the year2017-
18.On the contrary, the proportion of government
colleges
decreasedfrom25percentto22percentbetween2013-14
and2017-18,asshowninFigure.Inabsolutenumbers,the
decrease is starker, since the number of colleges has gone
up from 36,634 to 39,050. Hence, while private
institutions are increasing in proportion to the total
number of higher education institutions, government
institutions are decreasing. Therefore, the percentage
share of enrolment in government institutions is Source: AISHE REPORT-2017-18
decreasing, while that in private institutions is
increasing.”
(10)Regional disparities:
“Six states have registered higher than national average (25.2percent), with their share of
students entering higher education is growing twice as fast as overall rate. These states are
Tamilnadu (46.9percent), Himachal Pradesh (36.7percent), Kerala (34.2percent), Andhra
Pradesh (32.4percent), Haryana (29percent) and Punjab (28.6percent).
However, eight states UP (24.9percent), Madhya Pradesh (20percent), Odisha (21percent),
Bihar (14.4percent), Gujarat (20.2percent), Rajasthan (20.5percent), Mizoram (24.5percent)
and West Bengal has (18.5percent) had GER ratio far less than national average. Bihar has
lowest GER with just 14.4percent” (AISHE, 2018). GPI based on GAR for different level of

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(11)Gender Parity Index(GPI):

GPI based on NAR for different level of
“India registered its best performance on the GPI in attendance. Figure: B
last seven years -094 in 2016-17 from 0.86 in
2010-11. According to AISHE report 2018-19, the
GPI has shown consistent growth over the period
of last five year from 0.5 2014-15 to 1 in 2018-19.
GPI is calculated as quotient of number of females
by number of males enrolled. GPI equal 1 indicates
1, value less than 1 indicated disparity in favour of
males. In seven states – Goa, Himachal Pradesh,
Meghalaya, J&K, Nagaland, Sikkim and Kerala –
women in higher education have outnumbered
men.
“According to GPI measures the relative
participation of male and female students at
different levels of attendance. GPIs have been
calculated as the ratios of Gross Attendance Ration
(GAR) and Net Attendance Ratio (NAR) for female
and male. The above Figure-A indicates GPI based
on GAR is marginally less than 1 in rural areas,
pointing towards relatively less female participation.
At above higher secondary it was much less than 1
(only 0.75) in rural India. It is more than 1, indicating
more female participation comparatively, at
secondary and higher secondary levels in urban India.
Figure-B provides GPI based on NAR. It is seen from this figure that GPI based on NAR followed
similar patterns that of based on GAR with marginal changes in values.” (NSS report 575, Education
Report in India, June, 2014)

(12) Fall in professional education:

“The government defines professional education as higher education programmes that are
meant for students to acquire knowledge, skills and competencies for a specific profession or
class of occupation. Student’s enrolment in B. tech and M. Tech programmes has seen a
dramaticfall.Thishasledtoanoveralldipinenrolmentinprofessionalcourses,whichhashit a four
years low.” (AISHE REPORT,2019)
V. Remedies:
1. Innovations required:
• The challenge of teaching a huge number of youngsters suggests that we have to scale
up our instructive endeavors multi-overlap notwithstanding having the biggest number
of advanced education organizations on the planet. Scaling up is beyond the realm of
imagination except if the understudies become effective, make an incentive in the
general public and contribute back to their place of graduation or, better despite
everything, start new foundations of worldwide gauges themselves.
• The educational program of a portion of the schools/colleges is pretty much outdated
and don't outfit understudies with the important abilities or bestow most recent
information. On the off chance that an understudy drops of a picked course, the
person should be employable as a work power. Tragically, given the extraordinary
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portion of absence of specialized information in the courses of instruction, understudies are

discovered needing in the ideal abilities and specialized adequacy.
• To address this issue, we may consider fortifying the professional streams in
schools/universities.Itisencouragedtothecolleges/schools/universitiestoconsistently
return to their educational program by including specialists from various fields so the
educationalplancanpromptinformationadvancement.Further,forwhatreasoncanwe
notutilizetheaccessiblefoundationallthemorestrongly?Forexample,forwhatreason can't
a second stream of courses, state professional, be run at evening/night so that the
accessible/made framework is better used.

2. Improvement in quality of education:

• Given that we have to contend all-inclusive in the 21st century, our education
framework ought to embrace certain benchmarking strategies for improving guidance
models and regulatory methods in colleges/universities to push ahead. It is proposed
thatweneedanexhaustivereportandassessmentofmodelsactualizedsomewhereelse and
work out techniques to receive such models in our framework. Benchmarking would
give advantages to our training framework as far as re-designing, fixing goals, and
soforth.
• The nation is indicating consistency in monetary development design, driving the
world as far as data and innovation, modernization different financial exercises and
pushing for higher portion of ventures and administrations areas of the economy
however there is one region which needs change is "education framework".
• While the facts confirm that a few speculations are occurring in the nation's advanced
education framework, we are yet to set up world-class research facilities, enlisting
significant academicians in colleges/schools/examine organizations, and so on to
supportandmethodleadinfinancialturnofevents.UnderstandthatnationslikeChina,
Singapore, South Korea, and so on are moving quick in putting resources into
education framework. Accordingly, it is basic that our instructive foundations are
furnished with the ideal quality and benchmarks which are fundamentals for changing
the more youthful workforce into gainful ones. Unnecessary to repeat that in the
advanced education framework center around utilization of innovation for viable
learningbyunderstudiesadditionallyshouldbeurgedtohavefrontlineoverourrivals in the
globalized world.

3. Making education affordable:

In India, if education needs to arrive at all meriting understudies, it ought to be made

reasonable. The expense structure in Government-possessed/supported foundations is
economical in India. In any case, in some private division foundations, which have the
opportunitytorecommendexpensestructureandnotwithstandingwiderulesfromcertainstate
governments, charges are past the limit of poor and meriting understudies. In a perfect world,

the expense structure ought to fluctuate for such financially more fragile understudies. It is
encouraged to the instructors to remember that education ought not turn out to be restrictively
costly and guarantee that no meriting applicant is denied affirmation only for the way that the
individual doesn't have the fundamental monetary assets.

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4. Developing linkage between industry and academics:

It is crucial to set up an association among industry and scholastics. In the current presence,
people ought to create aptitudes and information among themselves to guarantee
employability and to utilize the information, abilities and capacities in a usable way in the
presentation of the assignments and capacities. In educational establishments, the projects and
the courses ought to set up the people for business openings in different associations.
5. Building Public Private Partnership (P.P.P.):

Public Private Partnership is fundamental to bring about excellence in the higher education
system. Governments can ensure PPP through a suitable policy. University Grants
Commission and Ministry of HRD should play a major role in developing a determined
interface between the universities, industries and National Research Laboratories (NRLs) as a
phase towards PPP. Funding to NRLs by the government should ensure the participation of
institutions of higher education involved in research activities to assist in the accessibility of
latest refined equipment.

6. Towards a New Vision:

The extension of the education framework inside the nation would to a great extent contribute
towards its improvement, development and advancement. The general public is impacted by
physical, enthusiastic, dynamic, scholarly, moral, tasteful and profound possibilities;
consequently, education will contribute in the improvement of present day and creative
methodologies, techniques and strategies that will prompt progression.

7. Developing Cross Culture Programs:

In India, there are various societies, standings, religions, races, ethnicities, expressions, fields,
etc. education will empower individuals to comprehend and procure information with respect
to one another's societies and foundations, so they will have the option to live in solidarity
and won't oppress one another. Getting data of different societies and foundations will
empower individuals to co-work and work with one another as a group.

8. World Class Education:

There are number of Indian students who are going to foreign universities in the countries
like USA, UK, Australia, etc. These universities allow higher education for foreign students
through correspondence courses as well. In the same way, Indian universities also make
provision of education to the foreign students. Therefore, adoption of international syllabus is
vital within the educational institutions.

VI. Summing Up:

To sum up, there are a considerable number of issues looked by the Education arrangement of
India. Also, it is basic for us to manage every one of those issues, individually. We have to
make sure that our nation creates as further as it can go. That must be finished by instructing
ourchildhoodwiththegenuineinformationandsoul.AsthefamousquotebyNelsonMandela goes,
“Education is the most powerful weapon that can be used to change theworld.”

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Selected References:
1) Das,p. 4,july,2019. Union budget 2019. The new Indian express Edexlive,
https://www.edexlive.com/news/2019/jul/04/union-budget-2019-expenditure-on-education-has-been-
low-throughout-first-phase-of-nda-says-economi-6903.html)
2) Sindwani,P.5,july,2019.India’seducationbudgethasimprovedovertheyears-butit’s still too low.
Businessinsider,
https://www.businessinsider.in/niti-aayog-wants-education-budget-to-increase-
further/articleshow/69941463.cms
3) Sharma, y. 28,November,2019. India in ‘initial stages’ of higher education
massificationreport.Universityworldnews,
https://www.universityworldnews.com/post.php?story=20191128104421724.
4) Chahal,M.(2015). Higher Education in India: Emerging Issues, Challenges and
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ng_Issues_Challenges_and_Suggestions.pdf
5) Chakrabarty, K.C. (2011). Indian education system – Issues and Challenges.Retrieved September 19,
2017 from http://www.bis.org/review/r110809b.pdf
6) ChallengesinIndianHigherEducation–
IndianContext.RetrievedSeptember19,2017http://shodhganga.inflibnet.ac.in/bitstream/10603/12644/8/
08_chapterpercent2 04.pdf
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http://www.economicsdiscussion.net/articles/problems-faced-in-the-progress-of-education-in-
india/2291
8) Nayar, A. 31,july,2018. AISHE report 2017-18 confirms the rapid privatization of higher education
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privatisation-higher-education-2013-14
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Configuration Management in Aerospace Industry: A Review

Suresh Kumar C
Research Scholar, CET School of Management, College of Engineering
Thiruvananthapuram, Kerala

Dr. Sanitha K K
Post Doctoral Fellow
Institute of Management in Kerala, University of Kerala

Dr. Suresh Subramoniam

CET School of Management, College of Engineering,
Thiruvananthapuram, Kerala
Abstract

Configuration Management (CM) was developed by US Department of Defense to handle

complex product development. CM is a product data management tool with specific
functions. Over the years CM has been developed to an independent management function
and is being applied in many industries. An attempt is made in this paper to depict the
development of CM and its application in aerospace industries. The specialty of aerospace
industry and complex nature of projects undertaken by this industry are also discussed. The
standards available for CM practice are reviewed in nutshell. Future directions in CM
research are also touched upon.

Keywords: Configuration Management, aerospace, CM practice, product data management

tool

1 INTRODUCTION
Aerospace space industries are different from other industries due to the peculiarity in the product
development under taken by them. The Products are complex, large in terms of budget and
schedule, highly demands manufacturing process, stringent quality control and a complex set of
safety and environmental regulations. The product development in this environment demanded
high level of product data management and change management. Configuration Management
(CM) was evolved in 1950s as a solution to the above problem. Since then CM has grown into an
independent techno-managerial discipline to provide visibility and control of the performance,
functional and physical attributes and changes of a product throughout its life cycle. The history
of CM and its evolution is also highlighted. Software industries have derived maximum benefit
from CM practice. The critical issues and challenges in implementing CM are explained with
specific address to aerospace industry. The standards available for CM implementation are also
discussed. Some thinking on the future of CM and a direction to further research are explained at
the end.

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2 History of CM
Like many inventions, Configuration Management (CM) is also come to existence due to
necessity. In 1950 US Department of Defense (DoD) faced a severe problem in managing
product data and changes on the system/ subsystem. They ended up with many failures due to
improper management of changes and often could not identify the reasons for the failure due to
lack of product information and change history. The problem became more complex when
multiple agencies are involved in concurrent development of products. Inadequacy of reviewing
and accounting of the changes; not informing all concerned about the changes; not assessing the
impact on the other systems, lead to many failures and delays in product development. To
overcome these difficulties, DoD invented a new tool called Configuration Management. In DoD
CM process starts with the identification of a new need followed by mission analysis. The basic
framework for CM practice was also developed by DoD. Over a period of time the CM process
followed in defense industry was matured and the process were standardized with specialists
involved in CM practicing. In the late 1970s the CM process finds application in many areas
wherein product developments are taken place concurrently. In 1980s a new application area for
CM was opened up, the software industry. However, even now the most benefited industry by CM
is the Aerospace Industry. World over the Aerospace industry considered CM as an essential part
of product management due to the complexity in aerospace systems and unprecedented long
product life cycle. Originally in many industries CM was practiced as a product data management
mechanism, later the scope and application are widened and CM has been evolved as an
independent entity in overall product development.
Now CM has specific role to play in the different phases of product development. A lot of
research is happening world over in CM and new avenues for CM application are emerging day
by day (Lindkvistet al, 2013, Burgesset al,2005, Werneret al, 2010). The present day auto mobile
industries, nuclear projects, software industries, etc. also derived much benefit from CM
implementation. In the initial phases of application of CM, outside the defense environment, it is
considered as a time consuming and costly effort to be either ignored or just conducted at the end
as a last minute activity. However, non practice of systematic CM will lead to a project failure by
uncertainties, error, irrecoverable damage, low productivity and unacceptable solutions. CM
stabilizes the evolution of complex products, it can enhance productivity by reducing rejections
and rework (Stevens and Wright, 1991, PTC,2010). CM enables complete visibility throughout
the product life cycle. There are many standards available for CM practice. Initially most of them
were from defense agencies (DoD, MIL-STD, AFSCM, etc.), later a number of standards for
industry applications were evolved(EIA standards, ISO standards, etc.). The success of CM in an
industry greatly depends on how best these standards are adapted to specific projects (NASA-
STD-005, 2008).
3 CM functions defined.
CM is a process to establish and maintaining consistency of a product’s performance, functional
and physical characteristics, with its requirements design and operational information through its
life(EIA-649B, 2011). There are many definitions available for CM, in fact each standard has its
own definition, but the essences that CM is process to ensure complete visibility of product

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development and operation throughout its life cycle. The major functions of CM are defined and
discussed in this section.
Generally four major functions of CM are highlighted in all standards and books. However, a new
function ‘differentiation’ (Kumar and Subramoniam, 2018) is proposed recently to take care of
some the limitations of CM in addressing new product development culture. NASA standard
(NASA-STD-0005) recommended one more function ‘CM planning’, which is accounted as the
first function of CM.
Specification, Design, Change Control
Drawings, Test Procedures, including
Documentation and Verification of Change
Data Revision Implementation

Change Change Control

Criteria and Review
Organisation

Configuration Product
Product Configuration
Change
Description Identifiers Identification
Records Control
(name& numbers) of Product
Acceptance
Change Status
Requirements
Records Configuration Configuration
Status Major Elements Identification
Item
Configuration Accounting of Configuration of Changes to
Identification
Verification Management Data Items
Records
Baselines
Files of Change
Data Release Specification
Authorisations Configuration Identification and Drawings
and Approvals Audits Requirements

Formal Functional
Qualification Configuration
Reviews Audits
Physical
Configuration
Audits

Figure 1. Configuration functions (Little Book of Configuration Management, 1998)

a. Configuration Identification
Configuration Identification determines the product work breakdown structure and identifies each
element which can be defined independently by a set of documents and drawings. These elements

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are defined as Configuration Controlled Items (CCI). The CCIs are numbered or coded in such a
way that the CCI can be easily traced in a product tree structure. Once the CCIs are identified, the
base lining of the CCIs is to be done by defining the documents and drawings required to establish
the CCI.
Configuration Identification does a systematic breakdown of the product definition to identify all
the components and sub components, its interfaces (both physical and functional), requirements,
documents, etc.
b. Change Control
Once the CCIs are defined, base lining of the CCI is done by a set of drawings and documents.
CM controls those base lines and changes to ensure updated product definition throughout the life
cycle. Changes are inevitable in product realization. These changes can be due to the internal or
external factors. All these changes are to reanalyzed from the point of view of requirement,
impact, complexity, alternatives, etc. and decision is to be taken. CM has clear and defined
process to generate change request, authorization of changes, implementation of changes, tracking
of changes, distribution of changes and maintaining history of changes. It is the duty of the
Configuration Management team to achieve minimum difference between as defined and as
realized configuration.
c. Configuration Status Accounting
This function formulizes the recording and reporting of the established product configuration
information, the status of the requested changes and the implementation of the approved changes
including changes occurring to product during operation and maintenance (EIA-649B, 2011).
Status accounting is the activity involved in the collection, management, recording and
disseminating all the information that are generated at different phases of product development,
irrespective of the source. Basically status accounting gives complete information about products
evaluation during development, testing, operation and retirement.
d. Configuration Auditing
Configuration auditing is the review and evaluation of revised base lines, changes and
implementation status with respects to defined requirements. Any nonconformity in the definition
and requirement is brought out in this auditing function.
e. Differentiation
Off late product reengineering, makeover and adaptation have become a successful model in
meeting the fast changes in market, supply chain, and technology. This necessitates fast product
development cycle. Often this is achieved by successfully using the existing components with
minor adaptation/modification. To have success in this approach one need to have a veryvivid
information about the components development history right from the concept phase (Muller,
2013). Generally this information will not be archived and stored properly. In order to overcome
this drawback, CM need to be invoked from concept phase and a new function is defined as
“Differentiation” (Kumar and Subramoniam, 2018). This is now considered as the first function
of CM.

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Figure 2.CM Functions in different phases of life cycle (Kumarand Subramoniam, 2018)

4 CM for Project Success

CM is essential for the successful implementation of complex project dueto the following reasons.
i. CM is the management process by which information about a product is controlled, archived,
maintained and distributed to all concerned.
ii. CM procedures provide a systematic approach to identify, track and control system development
from the concept phase through development, operation and retirement.
iii. Proper management of baselines and engineering changes through CM provides a standard control
of the information as the product progress along the life cycle and record all the changes.
iv. CM provides visibility into product development and ensures necessary discipline to ensure that
the system operational requirement is consistent with its capability.
v. CM ensures continuous and focused control over changes.
5 CM in Aerospace Environment
The Aerospace industry has certain special features in product development. These features make
the CM implementation more complex and demanding.
The product under development usually has unusual product life cycle. Inaerospace scenario the
life cycle is as high as 30 to 40 years (example: PSLV and GSLV in ISRO, Tejasaircraft in HAL,
Agni and other missile projects in DRDO). International scenario is also similar; more than 50
years back developed rockets are still in use (Soyuz, Russia).
The product design phase in aerospace is too large so that the design undergoes many revisions on
the drawing board itself. The authors experience is that more than 12 to 15 major revisions and
one order higher number of minor changes on system design is taking place before the first article
realization. Most of these changes are happening on the drawing board itself. The reason are very
vague initial product definition, changes in design philosophy, stringent reliability requirements,
changes due to external factors, new knowledge, etc. Even a policy change in government also
affects the design sometimes.
The realization phase also has lot of challenges due to issues in fabrication methods, stringent
tolerance and quality requirements, new materials etc. The testing phase is considered as most
challenging. Most of the design issues would surface during testing. The testing philosophy also
demands design changes.

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The operational phase calls for changes due to continuous improvement. Changes in material and
process obsolesce of components redefinition of objectives etc. The PSLV vehicle initially had a
payload capability of 850 kg and due to continuous improvement the capability reached 1600 kg.
The incremental improvement calls for changes calls for changes throughout the operational
phase.
The challenge in implementing CM in such ever changing environment is multi-faceted. The
planning phase is very crucial, the CCI are to be identified with all the relevant documents and
drawings. The interfaces are to be well defined. The interfaces have two components, one
physical and the other functional. The changes proposed on a system areto be addressed critically
on a multi criteria basis. The implication of a change is to be structured with respect to its
interfaces, manufacturability, reliability, mass and cost.
Being the change is a continuous process, a dedicated team is to be identified with sufficient
experience and expertise in eliciting the pros and cons of a change proposal. An organized CM
mechanism with formal Configuration Control Board, Design Review Forum, Failure Analysis
Board, etc. is required for successful CM implementation. A single process for change control
which is flexible enough to fast track minor changes and adequately discuss major changes is
essential (Kidd,2001). Another challenge is to establish a system to control changes in sub-
contractor level. Implementing CM in sub-contractor level needs materials planning and
execution. The process followed in sub-contracted industry should be aligned to the CM followed
in the Aerospace industry.
The challenge in configuration status accounting and auditing are also critical. Maintaining
product data, change history, version management, etc. needs thorough planning and strong
implementation. Yet another fact is that re-engineering is a rule rather than an exception in
aerospace industry. Many of the systems used in one product will find application in new
products. The adaptation of an existing component/system to a new product design needs to be
done carefully with proper analysis. The failure of first Ariane V rocket launch was fully traced to
a mistake in adopting an inertial system software code from Ariane IV without considering all the
implication. The failure analysis board recommended for making all critical software as CCI and
control (Ariane 5: flight 501 failure, 1996). It is the CM need to identify such issues and bring out
the possible compatibility/ interface issues. There are many such issues in other aerospace
industries also (Quigley and Robertson, 2015).
Basically a strong CM implementation in aerospace industry reduce risk by improving product/
process transparency, adding check points, auditing of changes, recording of changes and
maintaining the change implementation (Narvaez and Monroy, 2009).
6 Specialty of Aerospace Industries
The aerospace industry has several specialties and has specific organization structure. The projects
handled by these industries are highly complex and the end user is not general public. The
production volume is also very less when compared to other industries. Following are the major
points that make aerospace industry different from other industries. Discussion on these points is
beyond the scope of this paper.

• Generally owned or closely controlled by Government.

• Very specific design requirements.
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• R&D activities are treated as Project oriented activities with constraints in cost schedule and
quality.
• Highly complex with deep bill of material and complex supply chain.
• Frequent changes, changes are inevitable
• Long product life.
• Legacy mindset of people at all levels.
• Multiple ownership of the product
• Massive projects, demanding high level of integration with different departments.
• Massive and complex design.
• Specialised manufacturing process.
• Government influences and control.
• Concurrent product development.
7 The major challenges in CM implementation
The challenges in successful CM implementation are addressed in literature (PTC, 2010, Quigley
and Robertson, 2015, Aberdeen Group, 2007, ECSS-M-40B, 2005, Little book of Configuration
Management, 1998, Warner et al, 2010)
a. Planning and implementing configuration management.
The difficulty in base lining the product, maintaining a history of product configuration change
and ensuring us designed is being realized.

b. Establishing a flexible and reliable change control

The rapid change requirement during the concurrent development need to be handled and most
suitable option is to be selected and implemented. The work flow definition, provide enterprise
visibility to the changes and change control process is essential. The flexibility of the process to
adapt to different needs is to be ensured. This is called agile configuration management.
c. Configuration Management across all disciplines.
The agencies involved in product development are many. The design, analysis, manufacturing,
testing, operations, etc. are handled by multiple teams. Many design teams are concurrently
involved in product design (structural, thermal, propulsion, etc.). Similarly different experts in
manufacturing will be working on the same products simultaneously. Operating Configuration
Management across all these teams is the challenge.
d. Extending CM to the subcontractors and complete supply chain.
The external agencies involved are to be taken into confidence and required product information
to be supplied with proper security measures. The suggestions from suppliers and users are to be
integrated to CM.
e. Extending CM beyond the given product.

The product database is to be kept secured and made in efficiently retrievable form for future
development. This will reduce the possibility of “reinventing the wheel”.

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8 Critical points to be addressed for the CM implementation

The following points to be well addressed and planned in CM implementation.
a. Clear definition of CCI: Adequate documentation and reference are to be planned and implanted.
b. Interface Management:A clear definition of both physical and functional interface is to be made.
Changes in interfaces are to be addressed through a formal and identified procedure for
implementation/ rejection.
c. Identification of all feasible alternatives when a change is proposed: Biased thinking should not
be allowed in selecting and discussing alternatives for both hardware/software/ process/test plan.
d. Minimum change process time:Timely decision making based on a systematic analysis makes CM
implementation successful. The change is to be reported through formal route. No informal
communication to be accepted for discussion.
e. Meticulous follow up of change implementation: Procedure to be established to implement the
changes and auditing the change implementation.
f. Formal Configuration Control Board: A team of experts specifically identified for reviewing the
entire process of CM is absolutely essential.
g. Training of personal in CM team: Adequate training is to be given to the CM teams in terms of
standards followed and procedure to be followed.
9 CM Standards
CM was originated in Defense department and then populated to aerospace industries. There is a
lot of similarity between these two areas and hence the adaptation of CM from defense project to
aerospace was smooth. The first standard for CM came in to existence in 1962. The American
Air Force authored and published its Configuration Management Standard to resolve the
complexity in manufacturing of military equipment. This standard is AFSCM 375-1.
Subsequently the application of CM is widened to many areas including software, nuclear,
automobile and many other complex manufacturing industries. The software industry came in a
big way in 1980s and application of CM in software industry helped to maintain and control
changes. Accordingly standards were made for these areas also. A total of 424 standards
generated by 56 agencies are compiled in the book “Configuration Management Theory Practice
and Application”(Quigley and Robertson, 2015) . Some of these standards deal with CM as part of
quality assurance or project management. Many of these standards are released updates frequently
when new functions/features are added to CM. The major standards available are:
British Standard Institute (BIS): Nine Standards for CM are released by BIS .The BS EN
13290-5:2001, Space Project Management. General Requirement Configuration Management is
specifically addressing aerospace industry.
Canada-Department of National Defense (DND): Eleven standards are released by DND. Most
of them are addressing any one specific function of CM.
Institute of Configuration Management (CMII): The standard CMII-100E is a well-accepted
standard deals with Enterprise Configuration Management.

Department of Defense (DOD), US: DOD has more than 50 standards for CM released under
AFSCM, CMI, DOD, MIL-STD, etc. Among them AFSCM 375-3, System Management, released
in 1964 is a comprehensive standard. DOD 5010.21 is for CM Implementation guidelines. MIL-
STD-483 and MIL-HDBK-61 are very important and give guideline for CM implementation also.
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Department of Energy (DOE), US : DOE has eleven standards to deal with CM. Most of them
are in association with quality assurance.
Electronic Industries Alliance (EIA): EIA has very specific standard for each function of CM.
the ANSI/EIA-649B is a comprehensive standard for CM. Now this standard is released by
TechAmerica.
European Cooperation for Space Standardisation (ECSS): Among the four standards released
by ECSS the ECSS-M-ST-40C is for space systems configuration management. ECSS-M-40A for
Configuration Management is released by European Defense Standards Reference System
(EDSTAR).
European Space Agency (ESA): ESA has four standards for software configuration
management.
Germany Deutsches Institutfur Normung (DIN): The DIN EN 13290-5 released is specific for
configuration management in aerospace Projects. Many ISO standards mention about CM, the
ISO 10007 deals only CM implementation. The international version of this standard is AENOR
UNE-ISO 10007.
National Aeronautics and Space Administration (NASA), US: NASA has NPC 500-1, Apollo
CM manual released in 1964. PC-093 is another standard released in 1965. There are nearly thirty
standards released by NASA for configuration management. NASA-STD-0005 is a
comprehensive standard and covers all aspects of CM implementation.
North Atlantic Treaty Organisation (NATO): NATO has standards for each function of CM,
These are released as ACMP series.
TechAmerica: Now the ANSI/EIA-649-B is released by TechAmerica. The GEIA-HB-649 is the
Configuration Management Handbook. TECHAMERICA CMB series of standards deals with
many features of CM including subcontractor and CM in automated environment.
The standards available for other industries including software industry are not highlighted since it
is beyond the scope of this paper.
The industries following CM standards benefitted in reducing product development cycle to a
great extent.
10 Future Directions for CM
Over a period of time CM has grown into a full-fledged management discipline with its own
objectives, goals and targets. CM became inevitable in Aerospace Industries due to the immense
benefits derived by the projects. A study indicates that an effective change management system
can reduce product development cycle by 33% (PTC, 2010).
The application of CM need to be tailored to the requirement of any given project and it should be
treated as a mainstream activity in product development. Integration CM to the supply chain and
to the sub-contractors needs further improvement. The decision making process in CM is still
subjective and generally depends on the expertise of the CM team.
CM needs to be strengthened by some analytical approach to eliminate the subjective nature of
CM decision making. In the recent past some thinking in this direction is evolving (Kumar and
Subramoniam, 2014, Ivanco and Michaeli, 2017).
Agile Configuration Management (Cowham et al, 2007, Moreira M. 2008), Enterprise CM(Moor
et al, 1997), life cycle configuration management (Gecevskaet al, 2010) are some of the new

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concepts put forward recently to address the issues in the present industry scenario. Research in
these areas need to be continued with industry specific approach to derive maximum benefit.
11 Conclusion
In this paper the application of Configuration Management in aerospace industry is reviewed. The
history of CM is traced to US Department of Defense and initially CM was conceived as a product
data management tool, from this passive stage CM has become an active role player in product
development and now CM is applied from the product concept phase itself. The numerous
standards available for CM definitely elevated its status as a systematic tool to establish and
maintain the integrity and control of a product throughout its life cycle.
The specialty of aerospace industry and challenges in implementing CM in this industry was also
discussed. The benefits CM can deliver to aerospace industry were also highlighted. The critical
points to be addressed while implementing CM are also addressed.CM standard available and
major one applied in aerospace industry are highlighted. Some directions to CM future are also
indicated in this paper.
References
1. Aberdeen Group, 2007,“The Configuration Management Benchmark Report”
http://www.innofour.com/download/INNOFOUR01453.pdf
2. Ali and Kidd C. ,2013, Configuration Management Process Capabilities, 2nd International
Through-Life Engineering Science Conference- Science direct, Procedia CIRP 11, pp 169-172.
3. Moreira M. 2008, ‘Applying Configuration Management to Agile Teams, CMCrossroads,
https://www.cmcrossroads.com
4. Ariane 5 Inquire Board Report, 1996, Flight 501 Failure Report,
https://esamultimedia.esa.int/docs/esa-x-1819eng.pdf
5. Burgess, T.F., McKee D. and Kidd C.,2005, “Configuration Management in aerospace industry: a
review of industry practice” International Journal of Operations and Production Management.
6. Cowham R., Appleton B. And Berczuk S., 2007, ‘ Lean based Metrics for Agile CM
Environment, CM Crossroad CM Journal.
7. ECSS-M-40B, 2005, “Space project management-Configuration management”,European
cooperation for space standardisation,ECSS secretariat, Noordaijk, The Netherlands.

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A STUDY ON MARKETING STRATIGIES AND CHALLENGES FACED BY

POTTERY ARTISANS WITH SPECIAL REFERENCE TO TRIVANDRUM DISTRICT

SREELEKSHMI S R
Mcom 1st Year
Mahatma Gandhi College, Trivandrum
ABSTRACT
This paper showcases the challenges and the marketing strategies followed by the
pottery artisans in Trivandrum district. Handicraft is a creative type of art which done with
immense effort and patience. Trivandrum is considered as the land of pottery workers as it
promotes more pottery arts and its sales. The pottery industries play an important role in the
economy of India. It is important to note that this pottery sector creates a large number of
employment opportunities to large number of uneducated people. It also creates an effective
increase in the rate of foreign exchange in India. Usually artisans belong to the category of
people who are uneducated. They are unaware about the marketing strategies to promote their
products to diversified areas. This may leads to the entry of middle man and by the way leads to
exploitation. Most of the artisans are not getting the deserving consideration for the works done.
This is because of the unawareness of the marketing policies and strategies. This paper tried to
uncover the marketing strategies followed by them to promote their products. And also to
highlight the problems faced by them.
INTRODUCTION
Handicraft is a form of creative art and craft work which is the process making of
products by one's own hands. Trivandrum is considered as the land of pottery workers as it
promotes more pottery arts and its sales. The pottery industries play an important role in the
economy of India. It is important to note that this pottery sector creates a large number of
employment opportunities to large number of uneducated people.
Usually people who do the pottery belong=gas to the uneducated category. They are unaware
about the marketing techniques to promote their products. It leads to many malpractices done by
the middle man. In many cases the artisans are being exploited by the middlemen without
providing them with deserving remunerations for their works.
. Artisans do not possess knowledge about marketing and selling techniques, advertising, modern
means of promotion, publicity, etc. Though they are very efficient artists, they have mastery in
production but not in marketing. As the Indian pottery is rich in nature, it is famous in the world
market. A Clay product has more demand in foreign countries than our own country. A good
market for the products of pottery is important to promote the well-being of the artisans.
STATEMENT OF THE PROBLEM

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Pottery have a great potential to provide employment opportunities to millions of artisans

spread over length and breadth of the country, as most of the artisans have inherent art to be
converted into occupation. Generally they are used to do such work for their domestic use. The
main problem faced by the potters is lack of proper place to sell their products. They mainly rely
on meals or fair to sell their products. But this way they can’t reach a large audience. The
stagnation in the pottery sector is due to the reason there are no innovative methods and
technological advancement. Now a days, such products are demanded everywhere.
NEED AND SIGNIFICANCE OF THE STUDY
The most important reason for studying the topic "A STUDY ON MARKETING
STRATIGIES AND CHALLENGES FACED BY POTTERY ARTISANS” Is to know the
economic condition of artisans. This study is important to know the challenges faced by them in
marketing their products and earn for their livelihood. This study helps to know about their
difficulties to get the funds and technologies of funds for the artisans who have difficulty to raise
fund.
OBJECTIVES OF STUDY
1 To identify various schemes and incentives available for pottery artisans.
2.To study the awareness about the schemes and incentives.
3.To study the marketing strategies.
4.To identify major problems faced by the pottery artisans.
RESEARCH METHODOLOGY
The methodology used in this project is survey method. Sampling method is used in
this study. The sample selected for the study is 50 artisans. The data sources used in the project
includes both primary and secondary data sources. The primary data were collected through
questionnaires consisting 27 questions and the secondary data were collected from various
published and unpublished sources such as books, e- books, thesis, articles, etc. The
questionnaires are framed on the basis of the objectives of the study. The statistical technique
used in this project is percentage analysis and diagrams and tables are used for data presentation.

REVIEW OF LITERATURE
Towseef Mohi-ud-din, 2014 revels about the present scenario of the handicraft industry, which
includes the rate of exports, demand in foreign markets, and existing varieties of crafts around
the nation and recommendation for the continual development of the industry as well as the
standards of artisan’s livelihood. In particular, their focus is on the challenges of artisans due to
globalization with huge competition with the arrival of low- cost machine made substitutes.
Because of this artisans economy goes down and government is in the position to uplift the
artisan community.
Dileep Kumar, 2013 attends to understand the soul of the art in the Indian handicraft which is
having an extreme demand in international market. They focused on the opportunities and

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impact of the global recession on the industry, recession and its causes, challenges faced by
Indian artisan community. To improve the revenue of the industry, they tried to deliver some
suggestions mainly in marketing techniques to be followed by artisans.
Aithal, 2012 aims to understanding the distribution channel in rural areas, by starting from the
village retailers onwards to the channel intermediaries in the nearest small town. Author tries to
understand the influence of the external environment and rural retailer purchase preference on
the length of channels in rural areas in India. Conclude by him that channel length varies in
regions based on variation in the external environment. Village retailer with his unique buying
preferences also influences by the distribution channel.
Din, 2014 focal point of this paper is the estimation of handicraft production and employment
opportunities for artisans who are especially from rural India. The detail information given by
the author regarding the types and varieties available such as jute, paper, clay, bell metal, cane,
rock, brass, shell etc. He discussed persons involved in doing Handicraft who are spread all over
India and their employment status with the comparison of rural and urban areas.

POTTERY
Owing to a heritage of wealthy art and craft culture in ancient times , Indian
craft industry is recognizable for their craft items such as earthenware , pottery ,wood work ,
sculpting ,embroider etc . Pottery is one of the most enduring materials known to human kind .It
is the oldest and most widespread art in most of places. The primitive peoples of the world over
have fashioned pots for their daily use. It is the art of handling with the clay.
Pottery is made by forming a ceramic (often clay) body into objects of a desired shape and
heating them to high temperatures (1000-1600 degrees Celsius) in a kiln which evaporates all the
water from the clay and induces reactions that lead to permanent changes including increasing
the strength and solidity of the object's shape.
Historical perspective of pottery
Pottery is one of the oldest handicrafts and highly accepted. Naturally pottery is made with the
help of human hands which is a very hard process, but during the later period foot wheel is also
made. Through hands the clay is mixed with the mica and sand .The pottery have been found
during the Vedic period, Indus valley civilization and during the Neolithic Age. During Vedic
period the pottery products were made of handmade and unpainted form. During Indus Valley
civilization, pottery saw a little upliftment, through the Neolithic Age shows the origin of
pottery.
➢ Chalcolithic Era
In chalcolithic Era, the black and red pottery was cusually used in south Eastern Rajasthan,
Western Madhya Pradesh, Western Maharashtra and many other places.
➢ Harrappan Civilization Pottery

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In this period, pottery was polished ware pottery with rough surface and fire burned. Also the
wheels were also used for making pottery during this period.

➢ Vedic Era
The Vedic Era leads to the introduction of painted pottery grey ware culture.
. Methods of shaping:
Pottery can be shaped by a range of methods that include:
Hand-building:-
This is one of the earliest forming methods. Wares can be constructed with the
help hand from coils of clay, combining flat slabs of clay, or pinching solid balls of clay or some
combination of these. Parts of hand-built vessels are normally joined together with the aid of
slip, an aqueous suspension of clay body and water. A clay body can be decorated before or after
firing, it can make it more attractive. Prior to some shaping processes, clay must be prepared,
such as tableware, although some studio potters find hand-building more conducive to create
one-of-a-kind works of art.
I. The potter's wheel:-
In a process called "throwing" (coming from the Old English word thrown
which means to twist or turn) a ball of clay is placed in the centre of a turntable, called the
wheel-head, which the potter rotates with a stick, with foot power or with a variable-speed
electric motor.
Export: As pottery has gone popularity, many countries started to import the pottery products
from India. The pottery products are traditional designs with contemporary practices mixture.
Indian pottery craft have a great demand in abroad. The export of pottery products in India is still
growing and it is emerging as the next largest employment producing sector after agriculture.
Among other craftwork, lot of artisans are engaged in designing pottery and it also has got
acceptance. The export of pottery products is growing in a constant growth rate and it is
spreading all over the world. The growth of the pottery products is due to its diverse design
items.On the basis of the primary data collected from some areas of Trivandrum, the following
conclusions are drawn out:
PLACE OF ACTIVITY

Choices No of Respondents In percentage

33 66
Own/Self
2 4
Private
0 0
Government
15 30
Others

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50 100
Total

It is found out from the above table that the 66% of the respondents are doing their own place of
activity, 4% of respondents are depending on private firms, and 30% of respondents are
depending upon other for doing their work. So it clearly states that none of the respondents are
depending on government firms.
MONTHLY HOUSEHOLD INCOME

NO OF RESPONENTS
6%
16%
500-1000
48%
1000-2000
30%
2000-4000

It is found out from the above table that the 6% of respondents have a monthly income of rupees
500-1000 and 16% of respondents have a monthly income of 1000-2000 and 30% of
respondents have a monthly income of 2000-4000 and 48% of respondents have a monthly
income of above 4000.So the majority of pottery artisans earn above 4000 as their household
income in piece wage system.
WORK EXPERIENCE

100%
80%
22 30
60% 16 32
40%
In percentage
20% 11 No of respondents
15
0% 8
16
0-5years
5-15years
15-25years
Above 25
years

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The working experience of respondents is divided into four categories. In the pottery industry
the largest number of workers 16 (32%) having the working experience of above 25 years ,15
(30%) of respondents having 5-15 years of experience , 11 (22%) of respondents having 0-5
years of working experience and 8 (16%) of respondents having 15-25 years of working
experience.

SOURCES OF FINANCE
It is found out from the below graph that the 12% of respondents are depending up on
commercial banks for their source of finance, 38% of respondents are depending upon co-
operative societies, 30% of respondents are depended their friends and relatives for their sources
and 20% of respondents are raises funds from other sources .So it is clear that the majority of
respondents are depending upon co –operative societies for their funds.

60
40 38
20 12 30
0 6 19 20
15
10

MODE OF MARKETING

It is clearly found out from the above table that 34% of respondents are marketing their
products through direct marketing , 30% of respondents are sell their products through local
markets , 20% of respondents are sell their products through co –operative societies and 16% of
respondents are sell their products through middlemen. So the majority of respondents sell their
products through co-operative societies.

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Mode Of Marketing

16%
34%

20% Direct Marketing

Local Market
Co-operative Society
30% Through Middlemen

DIFFICULTIES IN MARKETING PRODUCTS

It is found out from the above that the 30% of respondents are faces difficulty in marketing their
products and 70% of respondents are not face any difficulty in marketing their products.
FINDINGS
• The study mention that majority of artisans are involved in small scale business.
• 66% of respondents were using their own place to do business.
• Most of the respondents are getting wages under the category of ‘Above 4000’
• 32% of respondents have a work experience of ‘Above 25 years’.
• Most of the pottery artisans are depending ‘co-operative society’ for their sources of finance.
• 34% of respondents sell their products to ‘Direct Marketing’ due to the exploitation from the
middlemen.
• Majority of respondents were not aware about the Government schemes.
• 70% of respondents does not facing any difficulty in marketing their products.
• Majority of respondents were producing all types of pottery products like pots, terracotta, puma
items, decorative, etc.
• The study mentions that the most of the artisans were purchase raw materials from nearby towns.
• Through this study we get information about the fairs, festivals and meals are helping some
artisans to make profit.
• In this analysis, it is clear that majority of artisans were using modern technology and
innovations in pottery products.
• In this study majority of respondent states that they have more demand for their products in the
market.
SUGGESTIONS

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• Government bodies should provide reasonable aids to pottery artisans.

• Reduce the problem of implementation of schemes to artisans; government should take proper
steps for them.
• Lack of training facilities resulting unskilled labours and government should provide proper
training facilities.
• Government should supply raw materials at an affordable price.
• Government should provide financial help to the artisans.
• Identification difference between the needs of artisans and policy formed.
• Adopt modern marketing techniques to market their products.
• Need to focus on different promotional activities
CONCLUSION
Globalization has changed the way people live, learn, and work. It has created a number of new
choices and opportunities for human efforts. Timely access to news and information can promote
trade by effective advertisement. The government needs to do much by enhancing access to
technology to the artisans and help them in advertising their products. Artisans do

not possess knowledge about marketing and selling techniques, advertising, modern means of
promotion, publicity, etc. Though they are very efficient artists, they have mastery in production
but not in marketing. As the Indian pottery is rich in nature, it is famous in the world market. A
Clay product has more demand in foreign countries than our own country. A good market for the
products of pottery is important to promote the well-being of the artisans.Thus in this paper an
attempt has been made to study the marketing strategies and problems faced by the pottery
artisans.
BIBLIOGRAPHY
Books
• K.C Gupta (1988), Progress and Prospects of Pottery Industry in India, published by Metal
Publications.
• Akilandeeswari.S.V and C.Pitchai (2014), Improvisation of Pottery Industry and the Rural
Artisans by Marketing the products on the web.
• Entrepreneurship Development Renu Arora, S K Sood.
Internet sources
• https://www.culturalindia.net
• https://www.nypl.org>node

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Life Balance as the mediator between Antecedents to Job Outcomes that leads to Employee
Well Being: A position Paper

Mrs. Tina Blossom Francis

Research Scholar, BAM College, Thuruthicad, Kerala, India
[email protected]

Dr.Ebby JosephIdicula
Assistant Professor, PG Department of Commerce, BAM College, Thuruthicad, Kerala, India
[email protected]

ABSTRACT
Based on the model of resources utilization to attain Work Life Balance, the below discussed
antecedents like Job Characteristics, Work Life Balance Policies, Work Domain Support
(Organizational Support, Superior Support, Peer Support) and Personal Domain Support (Spouse
Support, Dependents Support, Friends Support, Domestic Support) are the resources available to
strike a balance between Work and Personal Life. A good job (Favorable Job Characteristics)
with Minimum Work Life To Personal Life Conflict and Personal Life to Work Life Conflict
(attainable through WLB Policies, Work Domain Support and Personal Domain Support) can
give rise to Work Life Balance that leads to Positive Job Outcomes (Job Satisfaction, Turnover
Intention, Employee Commitment) which ultimately leads to Employee Well Being. Work Life
Balance acts as a mediator between antecedents and job outcomes that leads to Employee Well
Being. This mediation effect is the foundation of this paper. The conceptual model framed is
proposed to enable empirical validation.
Keywords: Work Life Balance, Job Characteristics, Job Satisfaction, Turnover Intention,
Employee Commitment, Employee Well Being
INTRODUCTION
Work is Worship!!!! Definitely yes, but have the millennial taken it too seriously.The very
concept of work have undergone a sea change with the advent of super technology that facilitates
anywhere and anytime work. Moreover, the gender bias with respect to work have tremendously
diminished even though the responsibility strain is still prevalent. There is a dramatic change
with respect to the way employees think about work, personal time, quality of life etc. The act of
balancing the different facets and domains of life is a formidable task. When one domain
demands more and is unattended to, then this gives rise to stress and dissatisfaction. Giving due
attention to work and non work domains of life calls for Work Life Balance by employees. In
today’s world, organisations are responsibly handling work life balance issues proactively. With
the evolution of VUCA World and gig economy Work Life Balance has become a buss word
(Kaushal, 2019).
Kaushal (2019) brings to light that employees encounter most of the stressful life incidents at
workplace. Work Life Conflicts and Interferences are studied based on directionality as well as
dimensionality.

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Researchers have brought to light 2 shades of directionality in terms that there exist Work to
Family Conflicts/Interferences and Family to Work Conflicts/Interferences. Likewise,
dimensionality is contemplated under 3 perspectives like Time Based, Strain Based and Behavior
Based. Time based conflict or Interference occurs when the time devoted to one domain may
affect the time required to meet the demands of another domain. For example, if an employee
must work late, it may affect the time for picking up the children back from school. Strain Based
Conflict or Interferences may occur when the strain associated with one role interferes with the
behavior in the other role. For example, A broken marital life affects the role of the person in his
capacity as employee. Behavior Based Conflict or Interferences refers to a situation wherein a
behavior may suit a role, but the same behavior may not yield the same output as expected. For
example, giving orders to subordinates makes them perform their task really well but the same
attitude at home towards spouse may not yield the same result as at work(Steven,2007).
A thorough review through the existing studies and literature have brought to light the following
variables that act as antecedents and outcomes of Work Life Balance. It makes clear
(a)what are the resources that are available to attain a WLB, and
(b) when these resources are utilized thoroughly and rightly, to meet the demands or
expectations that act as index of WLB, how it gives rise to outcomes of life and work.
Thus,the whole area of knowledge is a relationship between the resources and demand and the
ultimate outcome.It can be expressed theoretically as,
Resources + Attitude= Demand + Outcomes
Table1:Summary of Resources and Expectations relationship
Resources Attitude Demand Outcomes
Job Autonomy Employee Commitment Organizational Well
Fairness of Turnover Intention Being
Reward Job Satisfaction Family Satisfaction
Manageable
Workload Positive attitude Satisfactory Household
Job towards life Satisfactory Parenthood
Characteristics Quality Time and Care for
WLB Initiatives spouse
Perceived Dependent Care
Support
Leisure and Relaxation
Self Health and Hygiene
Spiritual Well Being

This stream is basically dealing with human minds. The employees of every organization tend to
give their best when they live their best. WLB is part of a vicious circle that exist in Human
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Resource Management as one cannot predict whether Work Life Balance leads to Positive
Outcomes or Positive Resources leads to Work Life Balance. Every variable is interdependent
and interrelated. Even if an employee has the right mix of resources to attain balance, a
significant synergy factor that gives life to the whole phenomenon is the Attitude. It plays a
critical role in producing the outcomes after meeting the demands. Several researchers have
grounded their base on the Job-Demand Resource Model. Likewise, this study has adopted the J-
DR model to develop a framework of concept to design and carry on the research. A
modification of the same has been made to understand the whole resources available to meet the
demands of the Work Life Balance, keeping at bay the conflicts that arise during the process, to
attain outcomes of balanced work and life. Synergy of the whole framework is fixed on Attitude
because whatever be the availability of resources or however low the conflict is, attitude plays a
prominent role in guiding the perspective of the employees.
Conceptual Framework Explanation and Proposition Formulated
Based on the model of resources utilization to attain Work Life Balance, the below discussed
antecedents like Job Characteristics, Work Life Balance Policies, Work Domain Support
(Organizational Support, Superior Support, Peer Support) and Personal Domain Support (Spouse
Support, Dependents Support, Friends Support, Domestic Support) are the resources available to
strike a balance between Work and Personal Life. A good job (Favorable Job Characteristics)
with Minimum Work Life To Personal Life Conflict and Personal Life to Work Life Conflict
(attainable through WLB Policies, Work Domain Support and Personal Domain Support) can
give rise to Work Life Balance that leads to Positive Job Outcomes (Job Satisfaction, Turnover
Intention, Employee Commitment) which ultimately leads to Employee Well Being. Work Life
Balance acts as a mediator between antecedents and job outcomes that leads to Employee Well
Being. This mediation effect is the foundation of this study.
An employee will enjoy favorable Job Characteristics when he is able to attain Job Autonomy,
Manageable Workload,Fairness of Reward, Feedback on Job,Task Significance and Task
Clarity.Job Characteristics refers to the factors that form part of the job design that helps to
maintain a happy and contented work life, like Job Autonomy, Fairness of Reward, Balanced
Workload, Task Significance, Task Clarity and Feedback.The combination of characteristic
adopted here is from JCM and the one proposed by Sim et al.(1976).Hackman & Oldham (1976)
proposed the JCM (Job Characteristics Model). It states that there exist 5 core job characteristics,
blend together to form a comprehensive score finder. They are Skill Variety, Task Identity, Task
Significance, Autonomy and Feedback.
Work is a part of life, but this is rarely the case now. Furthermore, life’s major part is being

occupied by work these days. Monetary and Non–monetary benefits from work have significant
role to discern one’s life status. A surefire factor to be included for measuring Favorable Job
characteristics is Fairness of Reward. Happiness is at times interlinked to money. Pay is a
significant factor of concern for employees. They want to be paid well as well as fairly.

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Progressive companies find this area as a critical domain to be addressed rightly as they find it as
responsibility that needs to be seriously met (Jackson &Schuler,2000).Whatever may be the
design, specification or nature of job offered by the employer, the framework of flexibility
attached to it is the most important catalyst that gives satisfaction and contentment to the
employee.This framework of flexibility can be related to Job Autonomy.It refers to the freedom
given to an employee to decide when, where, how can he do the job. Organizational and
Psychological Researchers worldwide have found that Job Autonomy increases motivation,
Creativity and Job Satisfaction(Brockner,2017). Job Autonomy allows an employee to do work
without overstressing oneself. It is a feeling of being given ample space to prioritize between
work or other activities that have significance in the perspective of the employee. Job Autonomy
fosters flexibility in balancing time between work and non-work domain and this brings forth
mutual benefit to both employees in terms of Work Life Balance and to the organization in terms
of committed, satisfied workforce that ultimately leads to optimum productivity.(Machuca,
Mirabent& Alegre ,2016)
Autonomy is thwarted when the superiors compel the subordinates to act in a particular way
without acknowledging their personal values. (Sushanti, S, 2011) Job Autonomy is found to be
positively correlated to Work Life Balance (Kaushal & Parmar,2018) as well as with Job
Satisfaction (Lee (1998); Pousette and Hansen (2002)) Several studies explain this correlation as
a phenomenon wherein the employee exhibits better job satisfaction when they are free to
prioritize the tasks within the job , which in turn reduces Work To Family Conflict and brings
forth Work Life Balance.Likewise, workload is a significant factor that decides how an
employee deals with work at ease.Manageable Workload is a must for an employee to pursue his
job with content and with par excellence. When one gets overburdened with work, it will have
negative impact on how the employee deal with every matter that comes across.Task
Significance can be denied as the substantial impact a task creates on lives or work of others.
(Hackman & Oldham,1974).TaskClarity implies the extend to which an employee is clear about
his role and task entrusted upon him.For the purpose of attaining goals, clarity is a significant
factor. Likewise, for an employee to contribute his maximum to the best of his ability towards
the organization, task clarity is inevitable (Wijnands,2015). Likewise , Task Clarity is positively
related to Work Life Balance implying that the more clear the employees are about the duties and
responsibilities with respect to a job, the better would be their work life and this reduces work
family conflict and enhances work life balance.( Carlson, Kacmar, & Williams (2000); Frone,
Yardley, & Markel (1997); Greenhaus, Bedeian, &Mossholder (1987).Kaushal & Parmar (2018)

brings to light that Task Variety is a work related factor that has significant positive impact on
Work Life Balance by explaining that the employees tend to be more interested in doing vibrant
and interesting jobs as task variety wipes out monotony. When the job is something that is
handled with ease and pleasure, it reduces work to family conflict and increases Work Life
Balance. (Jones & Butler ,1980).Feedback is a system of reporting the evaluation of the

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performance done by the employee in terms of standards expected from him. It is a ubiquitous
process in the entire work system. It is a significant factor for him to decide where he is, what his
contributionsare in terms of goal achievements. Basically, it is an element that can facilitate
improvements in performance as it acts as a tracker. In a meta-analysis by Fried & Ferris (1987)
they found out that Feedback has a commendable relationship with job satisfaction and
performance. The study proves that the Job Characteristics has significant relationship with Job
Outcomes like Absenteeism, Job Satisfaction and Performance.( Fried & Ferris ,1987).Based on
the empirical investigation by Friday &Friday(2003),the key findings were that Job
Characteristics intrinsically motivate the potential of employees that lead to Job Satisfaction
which even curbs Turnover Intentions and enhances Employee Commitment, especially the
characteristics like feedback and task clarity. Hackman and Oldham contemplates that if a job
has high score with respect to JCM then it implies that the employee doing that job will have
better motivation, performance and job satisfaction and thus reduces the negative outcomes like
absenteeism and turnover. Job Characteristic plays a significant role in deciding how motivated
the employees of an organization are and how it impacts the job outcomes(Singh et al ,2016).Job
Characteristics play a significant role in deciding how satisfied an employee is(Friday
&Friday,2003). Cookson (2016) insists that Job Satisfaction and thereby Work Life Balance can
be attained through focusing on three themes that evolved from his study and they are (1)
Creating an ambience where Job Autonomy can be practiced (2) Freedom to be flexible (3) A
good manager- employee relationship. This is to a great extend in tune to the findings of
previous researchers in the corresponding area of Work Life Balance and Job Satisfaction.
When all these factors favorably form a symphony, then the employee is sure to attain the
required satisfaction in terms of work. Once this arena is clear, the next antecedent of Work Life
Balance is Work Life Balance Policies and Initiatives that an employer facilitates considering
the wellbeing of the employees. This refers to the family friendly policies that are made
available to the employees of an organization with the intention of attaining work life
balance.WLB initiatives are those policies and practices that an employer has facilitated to the
employee. It can be analyzed in three contexts, like the availability, awareness and usability of
these initiatives. Several organizations have very clear policies on how they perceive employees’
work life balance and what facilities they have provided to them for attaining a balance.
Likewise, to what extend the employees are made aware of these policies and practices that are
available is another dimension of looking at WLB Initiatives. To add on, as WLB has always

been a key factor for selecting an organization for job hunters. Thus, merely having a for -the -
sake WLB Policy is not the need of the hour, but how genuine is its usability to the employees is
what is significant. Every organization will have a policy of Work Life Balance either
apparently written down as policy statements or lingering around as the pulse of the
organization. This is basically formulated or adopted to ensure that the employees are able to

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attain Work Life Balance by availing them or by adhering to it. In general such policies would
mean to include, Flexible Work Arrangements like job sharing, flextime, compressed work
week, and telecommuting (Grantham et al, 2009).The current significance in the arena of
research focusing on Work Life Balance Policies/Initiatives would be to understand the scenario
in terms of Availability of Policies , The extend of Awareness the company has given and How
Genuine these policies are, rather than the type or list of policies. Job hunters tend to measure
the employers in terms of Work Life Balance Policies or their approach towards employee’s
wellbeing. Majority of firms may have a policy but whether it is available when a need arise, is a
critical question. Also are these facilities made known to the employees by the superiors or
supervisors, is a very significant matter. Likewise, the so-called policies, are these in real favor
of the employees or just for-the-sake stuff. Does an organization have Work Life Balance Policy
is only the beginning of the question, better focus should be given on its awareness and how
genuine they are. Previous researches bring to light that there is a positive impact of Work Life
Balance Policies on Job Satisfaction and Work Life Balance. Employers resort to implementing
Work Life Balance Programs to mitigate losses to the company that is arising out of increased
turnover as a result of low job satisfaction. (CegarraLeiva, Sánchez-Vidal, &Cegarra-Navarro,
2012).Hosboyar (2012) opines that organizations should offer Flexible Work Arrangement
options to meet the needs of employees who need to address both domains of life-work and non
work as they play dual roles. Work Life Balance policies and practices are significant factors in
increasing employee commitment and thereby, employees desire to retain themselves in the
organization. (Naicker, 2008). There is a general understanding on the part of the employees that
the Employee Support Programs tend to be a tool in making them feel that they act as resources
to attain Work Life Balance. (Edwards & Rothbard, 2000).
An employee to attain Work Life Balance should be able to use the resources available to strike
one. The most important area is the Work Domain Supporters that cater to an ambience to have a
balanced Work Life.Work Domain Support is a combination of Support that is available from
the work domain of an employee which includes Organizational Support, Supervisor Support,
Peer Support that can help them to attain work life balance as well as Job Outcomes which
ultimately leads to Employee Well Being. A stress-free mind, body, heart and soul is a
quintessential trigger for perceiving balance. An employer can provide such a psychological
enlightenment, firsthand by giving a sense of employee –centric- organization mode. This is
exhibited by Work Environment and Culture. How significant an employees’ work is, to the

organization, calls for huge impact on how happy his Work Life is. The organizational support is
a factor that discerns how satisfied a job is to an employee apart from the characteristics of the
job in particular. Fischlmayr&Kolllinger, (2010) states that negative fallouts in the work
environment are the outcome of a scenario when employees find it difficult to meet non work
commitments because of work demands. Supervisor Supportis another resource that act as a
noteworthy factor for the employees to feel satisfied and in turn attain Work Life Balance.

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Brown(2013) found in her study the significance of developing supervisors who can provide
support to employees who can facilitate the employees to integrate their work and family domain
simultaneously. She even brought to light the fact that Supervisor Support acted as a more
influential factor than Organizational Support to act as a factor that can help the employees to
attain Work Life Balance .The supervisor plays crucial role on both sides of the life of an
employee, from guiding and leading him through the work and tasks,to facilitating him to
equally prioritize non work domain of life for sustainability and overall wellbeing. The
supervisor’s behavior that exhibits care and willingness to understand the employee by listening
to his needs will help the employee to minimize conflicts of life and work domain and facilitate
him to strike a favorable balance. The supervisors should be trained to appreciate the feelings of
the employees in terms of his personal life so that it inculcates better loyalty and commitment
among the employees towards the organization as it portrays a Family Friendly Organizational
Pattern(Sharma & Parmar, 2015). The third component that significantly takes the position as a
critical resource for balance is the Peer Support. On the whole, we can say that a wholesome
amount of time of each day is being spent along with coworkers. The influence they have on
employees is worthy of research. The coworkers can provide moral support that can stand as a
strong pillar for the employees to tackle and handle the conflicts that may arise in the due course
of life. Convincing evidence is brought to light by researchers who try to contemplate that there
exist effective relationship between support from coworkers and subsequent development of
healthy relationship between peers through Job Satisfaction, Organizational Commitment and
Work Environment (Ducharme& Martin, 2000; Morrison, 2004; Riordan &Griffeth, 1995;
Wagner &Harter, 2006). As a buffer against stress and to facilitate better performance co-worker
support is found to be an important job resource ,that helps to create a sense of identity
(Voydanoff, 2005).Sergerstrom et al. (2011) stated the strength of relationship between the
supervisors, coworkers and the employees is a significant factor that can reduce the work related
stressors. Supervisor support can be discerned by the employees by realizing how sensitive the
immediate supervisor is with respect to non-work activities and priorities of the employees and
this perception creates a sense of reciprocation in employees who naturally perform well out of
loyalty and commitment, (Baral& Bhargava, 2010) which ultimately leads to Job Satisfaction
(Aryee, Srinivas & Tan, 2005) backed by Work Life Balance and thus Overall Well Being.(Eby
,Casper, Lockwood, Bordeaux & Brindley (2005)

Personal domain of every employee has several influencers that can contribute to overall
happiness, satisfaction and stability of thoughts and tasks. Personal Domain Support is a
combination of support received from the main components of non work domain of the life of an
employee which includes Spouse Support, Parents Support, Friends Support and Domestic
Support that can help them to eliminate or even minimize the Non Work to Work Domain conflict
or even negative interferences which will act as a catalyst in enabling them to attain Work Life
Balance and thereby overall Employee Well Being. When the employee is happy about the work

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domain then the next thing that should happen is the minimum conflict from non-work domain
or the personal domain of the employee. If the conflict or interference is minimum from the
personal side, then the employee can attain Work Life Balance. Personal Domain Support can be
addressed in three segments like Spouse Support, Dependents Support and Domestic
Help.Sharma & Parmar, (2015) brings to light that support from supervisor, peers and spouse act
as important predictors of work life balance. The spouse support is a crucial factor for keeping at
curb the negative spill over from the family to work domain and thus reducing conflicts
therefrom. Likewise, if we have a good support system, from parents as well as domestic help,
that can manage our homes and children, then work life of every women will be devoid of
conflicts from family which ultimately leads to Work Life Balance and Overall Well Being.
Wong et al (2017) reinstates that supervisor support, co-worker support and flexible working
arrangement contribute to work-life balance and eventually lead to development of Employee
Commitment to an organization. Paul &Phua (2011) demonstrates that flexibility and autonomy
were the most significant predictors of Job Satisfaction. On the contrary, in a study by Johari,
Shamsudin& Yean,(2019) they found that except for feedback, other job characteristics like task
variety, task significance, task identity and autonomy did not show a significant relationship with
employee well being.
From all the above discussions we can narrow down the relationship between the variables in the
point of view of mediation of Work Life Balance between the Antecedents of Work Life Balance
and The Job Outcomes and thus leads to the following propositions:
P1(a) WLB mediates the relationship between Job Characteristics and (i)Job satisfaction (ii)
Employee Commitment (iii) Turnover Intention
P1(b)WLB mediates the relationship between Work Domain Support and (i)Job satisfaction
(ii)Employee Commitment (iii)Turnover Intention
P1(c)WLB mediates the relationship between WLB Initiatives and (i)Job satisfaction
(ii)Employee Commitment (iii)Turnover Intention.
P1(d)WLB mediates the relationship between Personal Domain Support and (i)Job satisfaction
(ii)Employee Commitment (iii)Turnover Intention.
Work Life Balance refers to the extent to which an employee is able to meet the competing

demands of the two domains of life, i.e. Work Domain and Personal Domain (Health, Career,
Family, Societal Relationships and Commitments, Friends, Leisure, etc.) by reducing the
conflicts and interference and enhancing enrichment and facilitation between the domains. Work
Life Balance have been explained by Greenhaus, Collins & Shaw (2003) as the satisfaction
attained by an employee , when both the demands of work life and personal life has been met
satisfactorily. The outcome of a happy work life added on by least conflict from non work
domain is Job Satisfaction, Employee Commitment and Minimum Turnover intention.

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Employees Job Satisfaction is a factor that determines Employees Commitment. A satisfied

employee has a better desire to stay with the organization because of the commitment he/she has
developed towards the organization and this simultaneously reduces Employee Turnover as well
as related costs (Amos, &Weathington, 2008). When an employee feels that their values are
inconsistent with that of the organization they tend to feel a sense of dissatisfaction with the
organization which leads to a thought and belief that the organization is no longer in the favor of
the employee nor prevails to meet their needs (Simon, 1997) and this would give rise to
employee turnover (Henning-Thurau, 2004). Women employees struggle more with Job
Satisfaction. Men generally tend to prioritize career and work, which they portray and assume to
be the central part of their life and mostly compromise family to attain their dreams. They really
feel their role is still that of the bread winner, even in this 21st Century. They feel more satisfied
and complete when they are achieving more on job even at the cost of ignoring their family. On
the contrary, women find both job as well as family satisfaction equally significant. Ignoring
family to attain career and job will only leave them with more stress and burnout and ultimately
low job satisfaction. (Kanwar, Singh &Kodwani, 2009) Every organization is frantically
spending huge sum on administrative costs to cover up the consequences arising out of low job
satisfaction. (Stewart, Volpone, Avery, & McKay, 2011)
One of the most significant organizational experience of an employee is reported to be
Employee Commitment which gives rise to better performance, retention and high productivity.
These outcomes are indispensable to the success and survival of an organization and facilitates
retention of valuable human assets. “Commitment is a multidimensional construct and describes
a phenomenon wherein a person activates his or her cognitive and emotional processes to make
decisions about organizational membership.” (Cobel, 2014). Employee Commitment is a very
significant retainer factor and when it is lost or even deteriorating the employees naturally tend
to make decisions with respect to their current employer (Dalton, Krackhardt, & Porter, 1981)
that may lead to their decision to leave (Dreher, 1982; Sager, Griffeth, & Horn, 1998) which
would ultimately end up in Employee Turnover(Cotton & Tuttle, 1986; Fugate, Kinick,
&Ashforth, 2004). McGuire & McLaren, (2009) states that when employee commitment is high,
it results in reduced employee absenteeism in work, which leads to improved performance and
lesser employee turnover. Angle &Perry (1981) reinstates that level of absenteeism, slow paced

work and employee turnover can be reduced with increase in commitment towards the
organization, more committed the employees are the better will be the organizational
competitiveness as they would pitch in their best creative contribution .In a study by Parish,
Cadwallader & Busch, (2008) it was found that committed employees tend to accept
organizational changes, if the managers demonstrate effectively how this change implementation
is going to fit the firms larger strategic plans
Employees are the most valuable assets of an organization. Considering this, the management
should be keen on making them feel belonged to the organization and thus eliminate Turnover

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Intention.Voluntary employee turnover is defined as “individual movements across the

membership boundary of a social system which is initiated by the individual” (Price, 1997).
Finnegan, (2010) states that an employee’s decision to stay or leave can have a profound effect
on the financial stability as well as productivity and sustainability of an organization. The
aftereffects of employee turnover can be nothing better than loss of talent and knowledge,
reduced revenue and increased cost of new talent acquisition initiatives (Cascia,1991). IT
professionals’ TurnoverIntention is generally high, and organizations should come up with some
retention strategies (Von & Miller, 2011; Kim, 2005; Zhang & Jones, 2011)
Employee Well Being is defined by Warr (1987) as the overall quality of experience and
functioning of an employee at work. Effective functioning, attained by experiencing satisfaction
and favorable positive situation, boosts the level of well being of an employee.Page
&Brodrick(2009) reviews and brought to light that Employee Well Being Consists of Subjective
Well Being , Workplace Well Being and Psychological Well Being which is specified as Life
Satisfaction with dispositional affect, Job Satisfaction with work related affect and then a
combination of self acceptance , positive relations with others, environmental mastery,
autonomy, purpose in life and personal growth.Enhancement of Employee Well Being happens
when a job has both internal and external attributes(Warr, 1990). Internal attributes would mean
Job Characteristics along with Work Domain Supporters and external attributes would mean
Personal /NonWork Domain Supporters, based on this study.Cotton and Hart (2003)poses that
low employee turnover and high performance, attained through job satisfaction and employee
commitment,are the two criteria for attaining organizational well being.
Considering the linkages and relationship between the variables discussed above we can evolve
the following propositions:
P2(a) Job Satisfaction mediates the relationship between Work Life Balance and Employee Well
Being
P2(b) Employee Commitment mediates the relationship between Work Life Balance and
Employee Well Being
P2(c) Turnover Intention mediates the relationship between Work Life Balance and Employee
Well Being

Scope for Further Research

Further research is recommended on focussing on Attitude as an important mediator in terms of
meeting the demands of an employee. Models can be developed incorporating attitude as a
variable. Moreover, research can be routed towards the Personal Domain in detail as well.
Conclusion
Work Life Stress as a result of increasing long-hour cultures in the workforce, is endangering the
achievement of long-term organizational goals. Moreover, such stress is negatively affecting the
personal lives of the employees, to add on the increasing demands of the organizations erodes the

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quality of life. (Musson & Tietze, 2004). The cause of such stress in lack of Work Life Balance
and the result being, Turnover Intention. (Kumara &Fasana, 2018; Smith & Gardner,
2007).Kanwar, Singh &Kodwani (2009) proclaims that work life balance has a significant
impact on Job Satisfaction, likewise burnout also is positively related. The result of low job
satisfaction can be nothing better than low productivity and morale. In today’s scenario,
employees expect the organizations to play role of facilitators so as to have better work life
balance.Absence of Work Life Balance experienced by an employee will result in difficulty in
completing tasks and projects .This would generally be harshly addressed by the employers or
supervisors as it hampers attainment of short term and long term goals of the company. The
result of such a reaction would end up the employees feeling that the company does not find the
employees and their priorities outside work significant. Employee commitment deteriorates and
finally turnover intention creeps in, that result in massive absenteeism and turnover. (Saeed,
Waseem, Sikander, Rizwan, 2013).
When an employee achieves Work Life Balance and Job Satisfaction, it leads to Employee
Commitment, Arshad &Puteh (2015), which reduces turnover intentions among employees
(Bhalerao, 2013). Differentiating the predecessor and followers of the construct Work Life
Balance is difficult as antecedents and outcomes are in a way catering to the fact that it can be a
resource as well as a mediator as well as the outcome. Several Studies have brought to light the
hypothesized linkages between Job Satisfaction and Employee Commitment with respect to
Turnover Intention as negatively related ( Arnold & Feldman,1982; Bluedorn, 1982; Hollenbeck
& Williams, 1986) and as being positively correlated with one another(Dougherty, Bluedorn&
Keon,1985; Clegg ,1983). Lack of Work Life Balance has a sizable negative impact on
employees’ health and well being and then on productivity and performance of employees.
(Shaffer et al., 2016; Beauregard & Henry, 2009).Thus ,the significance of this organisational
research position paper is explained and may be developed into a Structural Model by
empirically testing its fit and significance when used on a sample of choice.
To conclude, the model conceptualised(Fig 1) in this paper can be used to propagate empirical

research to augment work-non work literature in organisational research.When these

propositions are tested it will expand the area of organisational research with respect to resources
that are employee centric to attain Work Life Balance and its expected outcomes.

Figure 1: The Conceptual Framework depicting the mediation effect of WLB on

antecedents (Job Characteristics and Work Domain Support like WLB Initiatives,
Organizational Support, Supervisor Support) and job outcomes (Job Satisfaction,
Employee Commitment, Turnover intention) that ultimately leads to Employee Well Being
.

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Source: Model conceptualized by the researcher

References
• Amos, E.A. &Weathington, B.L. (2008). An analysis of the relationship between
employee- organization value congruence and employee attitudes. The Journal of
Psychology, 142(6), 615-631.
• Angle, H.L. & Perry, J.L. (1981). An empirical assessment of organizational commitment
and organizational effectiveness. Administrative Science Quarterly, 26(1),1-14.

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• Arnold, H .J. & Feldman, D.C. (1982). A multivariate analysis of the determinants of job
turnover. Journal of Applied Psychology,67, 350-360.
• Arshad, H., &Puteh, F. (2015). Determinants of turnover intention among employees.
Journal of Administrative Science, 12(2), 1-15.
• Aryee, D., Srinivas, E.S. & Tan, H.H. (2005). Rhythms of life: antecedents and outcomes
of work-family balance in employed parents. Journal of Applied Psychology, 90 (1), 132-
146.
• Baral, R. & Bhargava, S. (2010). Work-family enrichment as a mediator between
organizational interventions for work-life balance and job outcomes. Journal of
Managerial Psychology, 25(3),274-300.
• Beauregard, T. A., & Henry, L. C. (2009). Making the link between work-life practices
and organizational performance. Human Resource Management Review, 19(1), 9–22.
• Bhalerao, S. K. (2013). Work life balance: The key driver of employee engagement.
ASM’s International E-Journal of Ongoing Research in Management and IT, 10(1), 1–9.
• Bluedorn, A.C. (1982). A unified model of turnover from organizations. Human
Relations, 35, 135-153.

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Clutches of Care and Intricacies of Relationship in

Chitra Banerjee Divakaruni's Oleander Girl

Vinothini M
Ph.D Scholar
Fatima College, Madurai Kamraj University
Madurai
Abstract
Women face multiple hurdles in their family lives and society at different levels. At times,
women have to undergo physical and mental trauma. Chitra Banerjee Divakaruni, like other
feminist writers, aims at projecting the hardships of being women and raises the voice in favour
of them, through her writings. Family and love bind women with the clutches of care and
affection and women are caught in the intricacies of relationship. To release the clutches, women
need more strength, as she is marginalized by various elements in a patriarchal society. The
transformation of a woman into a whole entity demands trials and tribulations. Chitra Banerjee
Divakaruni’s Oleander Girl picturises the transformation of an Indian girl, Karobi, into an
independent individual. This paper aims at unveiling the traumatic travel of the protagonist from
being an innocent, dependent woman to an independent and strong confidante.
Keywords: Identity, Relationship, Family, Care, Transformation.
INTRODUCTION
Chitra Banerjee Divakaruni is an award-winning author, poet, and activist. Her work has
been published in over 50 magazines, including The Atlantic Monthly and The New Yorker. She
is one among the writers who never get tired of writing about women and the real face of society.
In most of her works, she has brought out the autobiographical element of being in India and
migrating to some other countries, especially to America, expecting a better social condition.
Elizabeth Berg, the author of Tapestry of Fortunes, writes,
When you think of thrilling page turners, you don't usually think of fluid, graceful prose. But
that's what you'll find in Oleander Girl...Chitra Divakaruni is such an elegant writer, one who
makes the reader feel not only engaged and entertained, but a bit elevated, too. I've been a fan of
Divakaruni's work for a long time; this book keeps me one.(Divakaruni, 2014)
Seattle Times has described Oleander Girl as "A many-faceted story of discovery...Oleander Girl
is part mystery, part search, but mostly the story of a young girl finding herself and deciding
where she belongs”( Divakaruni, 2014).Oleander Girl unfurls an exciting travel of an innocent
girl, who depends entirely on her family becoming an Independent woman, after struggling in an
alien land. The customs and traditions of society are transferred throughout the novel through the
behaviour of Bimal Roy and Sarojini, grandparents of Karobi Roy and parents of Anu. Bimal

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Roy is a retired barrister who has high social status and holds a respectful position in society.
Anu is their only daughter who wins a scholarship to study in America. Though they are
unwilling to send her to America, considering her academic talents, they send her after getting a
promise that she should not marry anyone in America. But she loves Rob and becomes pregnant.
Though she is afraid of their parents for breaching the promise, she longs to visit her parents and
when she does so, she is denied of going back to America and dies, immediately after giving
birth to a girl baby.
The novel is all about the life of that innocent orphaned girl who is raised by her
grandparents with societal clutches. She is not allowed to ask about her parents and she always
thinks about knowing whether they are alive or not. There is a conflict between traditional values
and modernity throughout the novel. Karobi is not asked consent about her marriage and it is her
grandfather who decides her marriage with Rajat. Karobi, being in a traditional family wants to
be modern in opposite to Rajat of wanting to be traditional, being in a modern family. She is not
allowed to wear even the dress she likes for her wedding. “Silk dhoti no fancy modern clothes
for him, but even for a special occasion such as this. That’s one of the things I admire about him:
hoe he is always unapologetically, uncompromisingly himself” (16). Karobi replies to her
grandfather, who forces her to wear traditional clothes as
When I went shopping, I kept in mind that I was the only daughter-in-law of the Bosses and
bought an off- the shoulder kurthi in maroon chiffon with silk fitting pants, embroidered over
with crystal teardrops, more expensive and daring than anything else I'd ever purchased.(18)
Intricacies of relationship are interwoven throughout the novel starting from the
relationship of Bimal and Sarojini, Rajat and her lover Sonia, Rajat and Karobi, Bose and Rou
families, and between Vic and Karobi. All these intricacies are untangled in the course of time
and the novel has certain turns like Karobi’s mother coming in her dreams to foretell that she has
to travel to find her father from an alien land and on the day of her engagement, her grandfather
dies of heart attack, leading to the revelation of her father being alive in America and the
financial crisis of her family. She says, “I’m so confused. All the things I was so proud of, my
family, my heritage- they’re only half- true. The other half of me- I don’t know anything about it.
Except that all this time my father was alive, and in America” (66). Karobi decides to fly to
America to find her Afro-American father, who is still alive. Facing protest from Bose family
and Rajat, Karobi is determined to find her father and gets ready to leave him, when they ask to
marry him first. Even after knowing that Rajat is her better half, she brings forth her
responsibility to find her father. “If it is so important for your business, I’m willing to release
Rajat from the engagement” ( 79). By her actions, Karobi breaks the clutches of care and the
long-standing stereotypes of gender-role that is throated upon women and familial relationships
which prevent women from getting equal opportunities or respect as men. According to R.S.
Malik and Jagdish Batra, “ Feminism‟ takes a hard look at the real position of women in society

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which discriminates against women mainly due to sexual difference” (76). Like the
meaning of her name suggests, Karobi is a Bengali name referring to the flower Oleander, which
is soft in appearance but really strong. Though Karobi has appeared to be tender at the beginning
of the novel, she proves her strength while searching her father in America facing problems
mentally and financially too. Her strength is evident when she refuses to ask money from Rajat
to travel to California to find her father. She sells her hair for her trip to California. When
Seemain asks her not to do that she replies boldly as “It’s my hair, “I Say defiantly. But my
statement is only half true, That hair belonged to Bimal and Sarojini’s granddaughter, to Rajat’s
fiancée, to Papa and Maman Bose’s daughter in law to be” (178).
Simon de Beauvoir in Second Sex,observes that
To be feminine is to show oneself as weak, futile, passive, and docile. The girl is supposed not
only to primp and dress herself up but also to repress her spontaneity and substitute for it the
grace and charm she has been taught by her elder sisters. Any self-assertion will take away from
her femininity and her seductiveness. (402)
Women are constrained by family and society by the name of tradition, culture, family, love,
care, and affection. Karobi faces all the problems faced by the immigrants, and in this novel, the
incidents take place after the 9/11 attack in America. So, the restlessness of the country is
reflected in the novel. She has to fight against all odds of America with sheer courage and
determinacy. Mr. Desai, a detective and a native of America does not accept immigrants in his
country and tries to assault Karobi, in which she manages to escape and through this, she equips
herself in survival skills too. Though born in a traditional family and brought up with all
restrictions become completely Hybrid, with a change in dressing and behaviour. She wears
western attire and travels everywhere alone to find her father without any inhibitions. Though
she faces assaults from most of the people she meets, the support of Vic and the job given by him
gives her courage to survive on her own. Karobi learns from MeeraAnand, friend of her mother
about her father, Rob. But, to her shock, when she meets her father, she is not ready to accept her
initially and understands that they have not married. Now she is torn in the feeling whether she
is a legitimate or illegitimate child. She feels that “some kinds of success are worse than failure.
It would have been better not to have found my father than to live with this profound shame. I’m
furious with everyone- my mother, my father, my grandfather” (246).
Though Vic loves her and wishes to marry, she returns to India as an empowered strong
woman to live with Sarojini without losing her identity for anyone. Bose family is reluctant to
accept the illegitimate child, Karobi now, which does not affect her in any way. She is invited by
Rob and Vic to return to America, which she refuses saying that “I feel a twinge, I can’t deny
that America’s siren song had pulled at me. But I came back, of my own choice. Surely that
counts for some-thing. I love my mother. But I am not her. My journey has taught me that”
(280).

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Not only Karobi, but Seema also develops the courage to cut and sell her hair along with
jewellery to raise money to come back to India for delivery and breaks the clutches of her
husband and gets ready to live as a Mather rather than being a dependent wife for a dominating
husband. She moves to her mother to have a safe delivery. These women characters are strong
enough to struggle alone in life with determination and Karobi doesn’t five-way to temptations
or never surrender to any assaults happen to her. Oleander Girl also depicts the racial tensions
which have prevailed in the early 21st century because of the 9/11attack. It has also created
prejudice towards Muslims and the riot between Hindus and Muslims and the racial tension take
mention in the novel in the warehouse of Bose. So here, the character traits of Karobi are much
appreciated that is very difficult to withstand in an alien land when there are such commotions.
The novel traces the struggle of women between Traditional society with the strong caste system
and customs and modern society in a different level starting from the difference between Roy
and Bose families to Vic and Rajat's love for Karobi.
Rajat is also caught in the struggle to prove himself in family and business. He desires to
become a better person for Karobi and struggles to reach the goal and soon realizes that he is no
worth for Karobi. Relationship and love clutch people and sometimes give devastating
consequences too. Oleander Girl is interwoven with a lot of intricacies of relationships and
pictures of how the characters could succeed in untangling them and stand as independent
individual.
Women have to undergo various hurdles to prove their Identity. This paper brings light
on how relationship and their care get hold of the protagonist and her struggle to evolve as a
strong individual. The protagonist who is overshadowed by culture, family and relationships
takes a tough journey to unveil herself. When women are subjected to trials and tribulations, they
identify their strength and evolve as great power.
References:
• Beauvoir, Simon de. (2011). The Second Sex. Vintage Books, New York.
• Divakaruni, Chitra Banerjee. (2014). Oleander Girl. New York. Simon and Schuster paperback.
http://en.wikipedia.org.

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A STUDY ON CUSTOMER’S PERCEPTION OF MOBILE BANKING IN MADURAI

CITY
*Sri. M. Narayanan
Research Scholar, Post Graduate & Research Department of Commerce
Vivekananda College, Tiruvedakam West – 625234.

** Dr. B. Raja
Assistant Professor in Commerce, Post Graduate & Research Department of Commerce
Vivekananda College, Tiruvedakam West – 625234.
Abstract
The banking sector and there are obvious symptoms appearing daily with the emerging new products with new channels
of servicing to its customers in the banking industry. Most leading observers have speculated the fact that, the
personality of mobile phones offered by top range devices as an alternative to PC’s due to their functioning like
computers, and many people in the near future will be using only mobile phone instead of PC’s. The recent channels for
wireless delivery by using the mobile phones which are Internet-enabled, is the starting point for adopting the mobile
banking in the development of technology in the recent years. Their study have showed that hi - tech features has
played an important role in the adoption of mobile banking, which are expected to grow and hence the mobile phones
are no longer used only for talking and text messaging (SMS) banking channels.
Keywords: Mobile banking services, definition of M- Banking, perception and awareness of m- banking, etc.,

INTRODUCTION
The development of bank focused applications such as mobile banking and Internet
banking services are considered as important applications and that could benefit both customers
and bank by improving banks performance. Internet banking service is available to the customers
only when customers are connected with devices that have Internet connection. So it is not
possible to the customer to be in touch with the bank throughout the day. To overcome this
problem in an efficient way that involves low-cost and offers maximum benefit to the bank that
implements the mobile banking application.The traditional widespread method is giving way to
mobile banking system. Some years ago, banking transactions have been carried through offline
retail banking system but today the mobile banking system is proving to hold bright future trend
in banking transactions through electronic banking (e-banking). The timeframe from the
introduction of mobile banking and its growth thereafter to the current time or as data is available
is the evaluation period. I explore what products or services are offered, why it appeals to
customers, and what the bank gains by offering mobile banking.
Review of literature
Abdul KabeerKazi and Muhammad AdeelMannan (2013), found that perceived ease
of use, perceived usefulness, social influence are showing the positive factors influencing the
adoption of mobile banking among low-income sector in Pakistan. Whereas perceived risk
negative impact.

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Technical Committee Report, RBI (2014), described that the Mobile banking
transaction is economical compared to the traditional banking channels and hence there is need
for banks to encourage the mobile banking channel in a big way keeping in mind the long term
economic gains. Bank-specific applications and individual platforms have a major role in
building brand loyalty, an alternate uniform/common platform, interoperability and similar
seamless transactional experience to the users/customers of all banks would encourage mobile
banking.
Shamshersingh(2014), 23in his study” Customer Perception of Mobile Banking: An
Empirical Study in National Capital Region Delhi”; finds the following factors are considered as
a hindrance for using mobile banking by the customers

• Safety and security issues

• Technological difficulties
The study also revealed that the banks should try to increase the confidence level of
customers which will have the positive impact on the customer’s perception.
Objectives of the study

 To understand the features of Mobile banking services offered by the banks

 To study about the customer perception of Mobile Banking services.
Research methodology
In this study both primary and secondary data is used. The Mobile Banking services
provided by all sector of banks were collected from 100 respondents of all banking sector using
the Questionnaire format for date collection in the city of Maduraionly.The secondary data were
collected from various articles that were sourced from different and journals dealing with the
current issues of mobile banking. Another major secondary source for the expert’s opinion
extraction is done by Internet & Text books related to Mobile Banking & Research
Methodology.
Conceptual theories of mobile banking services
Definition of m-banking

M-banking can be defined as a channel whereby the customer interacts with a bank via a
mobile device, such as a mobile phone or personal digital assistant (PDA). The emphasis is on
data communication, and in its strictest form m-banking does not include telephone banking,
either in its traditional form of voice dial-up, or through the form of dial-up to a service based on
touch tone phones.

M-banking platforms

The first applications of m-banking were based in Finland. As early as 1992 customers of

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MeritaNordbanken were able to make bill payments and check account balances using a
mobile phone (based on GSM – Global Standard for Mobile – networks). More recently, m-
banking applications have relied on the development of some key standards for wireless
electronic services and expanded to global markets. In general, the platforms used have been the
wireless application protocol (WAP) and short message service (SMS). However, in Japan, the i-
mode platform, based on compact hypertext markup language (cHTML) (and more recently
Java), has been the dominant platform for m-banking. Let us briefly examine each of these
platforms in more detail.

WAP banking

WAP is a universal standard for bringing internet-based content and advanced value-
added services to wireless devices such as phones and personal digital assistants (PDAs). In
order to integrate as seamlessly as possible with the web, WAP sites are hosted on web servers
and use the same transmission protocol as web sites; that is hypertext transport protocol (HTTP)
[6]. The most important difference between web and WAP sites is the application environment.
Whereas a web site is coded mainly using hypertext markup language (HTML), WAP sites use
wireless markup language (WML), based on extensible markup language (XML). WAP data
flows between the web server and a wireless device in both directions via a gateway that sits
between the internet and mobile networks. A wireless device will send a request for information
to a server, and the server will respond by sending packets of data, which are formatted for
display on a small screen by a piece of software in the wireless device called a microbrowser.

Benefits of Mobile Banking

 Always on- mobile phone can be always or is always portable due to inherent design, allow users
to interact in activities such as travel or meeting people, while transactions via mobile devices
are equipped with Internet.
 Location-centric-Not only is mobile phone in all places, Global Positioning System (GPS) may
be created to recognize phone and tries to personalize based on existing services. Identifying the
location of Internet users, provides a special advantage for mobile commerce over wired e-
commerce. Using this technology, the mobile commerce providers will enable to receive and
send information to a particular place.
 Convenience- Other people are not limited by time or space, access tom electronic activities. For
example, people who are stuck in traffic or waiting in the queue Will be enable to buy their
favorite Internet-based activities or managing their daily transactions through mobile commerce
applications .Consumers can know a special comfort that can improve theirquality of life. By
making services more comfortable, the customer will be more loyal. As a result, Communication
facilities with mobile commerce applications to provide a comfortable.

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Customization - Mobile phone is much higher influence than personal computers.

Therefore, mobile commerce producers to design more creative and more customized
lifestyle tool. For example, using demographic data collected by wireless service
providers, and information on the current location of the mobile users can do more
targeted advertising. Advertising messages can be customized based on the information
provided through consultation with the user's initial or previous users' shopping habits.
 Identify ability - Mobile phone provides to support the secure mobile phone transactions where
personal computers are almost unknown (no name). One person always uses mobile devices and
it is ideal for Personal -based target marketing ,through the technology of Global Positioning
System (GPS), service providers can recognize a user carefully .Personalize opportunity to
deliver messages to different parts of space and time through sound and look. (Skinner, 2011).

Data Analysis and interpretation

Table 1 Depicts the demographical characteristics of the respondents
Variable Classification Frequency Percentage
Gender Male 58 58
Female 42 42
Age 18-25 years 39 39
26-35 years 47 47

> 35 years 14 14
Qualification Intermediate 19 19
UG 64 64

PG 17 17
Mobile banking Users 28 28
Non-users 72 72

On the positive side, the individuals are feeling that the mobile banking provides quick
services, easy to use, convenient, saves much more time and can be used from anywhere whereas
the negative part they believe that it is highly unsecured, maintenance charges are high,
dependents upon the network and used to make bill payments only.

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Chart – 1

DEMOGRAPHICAL CHARACTERISTICS OF THE

RESPONDENTS
Mobile banking
Gender Male
Non-users
14%
18%
Mobile banking Gender Female
Users 10%
7%

Qualification PG
4% Age 18-25 years
10%

Qualification UG
16% Age 26-35 years
Qualification 12%
Intermediate Age > 35 years
5% 4%

Table 2 General Question about Mobile- Banking.

Respondent %

General Question Yes No Uncertain

1 Do you know about Mobile Banking 98 2 0

2 Have you experience to operating Mobile Banking 60 30 10

3 Is you bank provide Mobile Banking facility 75 20 5

4 Are you interested to using this facility 95 2 3

Chart – 2

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MOBILE- BANKING USERS OPINION

Do you know about Mobile Banking
Have you experience to operating Mobile Banking

98
20
75
10
30
60
95
0
5
2
3

1
98% Respondents know about Mobile Banking. But they don’t know how they can do
transaction onMobile phone, almost all respondent willing to use this banking facility.

Mobile phone is easy to operate; comfort ability and convenience are the main factor
which leads to usage of Mobile Banking.
Mobile network is not available sometimes; lack of acknowledgement and its expensive
to use i.e. transaction charges is more are the barriers in Mobile Banking.

CONCLUSION
India mobile banking services are growing with the rapid growth. To better
understanding of Mobiletowards these services. This survey present top source of awareness for
Mobile banking are Televisionand Internet. Customer using Mobile banking because they
dissatisfied from traditional modes of banking. Comfort and convenience are two important
factors which influence customer to use Mobile banking. Technology problem and security
concern are the biggest barrier for Mobile Banking.

On the other hand it is observed that the customers does not have awareness about the
benefits of mobile banking and many of them who are aware are feeling that it not much more
secured. Thus, the bankers and service providers has to create more awareness about mobile
banking among different age groups. The customers are thinking that it is good to make bill
payments but not for banking transactions. This negative perception has to be removed by take
necessity steps.Banks Customer of Madurai city are willing to avail all Mobile Banking services but
due lack of technical knowledge and poor information structure i.e. network problem they are not
properly utilized these services.

References
1. Suriyamurthi,S., V. M. (2012). A Study on Customer Perception Towards Internet Banking. International
Journal of Sales & Marketing Management Research and Development, 2 (3), 15-34.
2. Varshney,U., R. V. (2004). A Framework for the Emerging Mobile Commerce Application. 10.
3. Wadhe, P.A., S. G. (2013). To Study Customer Awareness & Perception Towards Usage of Mobile Banking.
IBMRD's Journal of Management &Research .

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4. Abdul KabeerKazu, Muhammad AdeelMannan, Factors affecting adoption of mobile banking in Pakistan:
Empirical Evidence,
5. International journal of research in business and social science, Vol.2No.3, 2013 ISSN: 2147-4478.
6. Lee, KC &Chung.N 2009, ‘ understanding factors affecting trust in and satisfaction with mobile banking in
Korea: A modified DeLone and McLean’s model perspective’, Interacting with computers, Vol. 21, No. 5-6, pp
385-392.
7. http://www.tele.net.in/discussion-board/item/7732
8. http://indianexpress.com/article/technology/mobile-tabs/top-5-smartphone-brands-in-india-in-2014/
9. http://www.sundaytimes.lk/090712/FinancialTimes/ft323.html

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AWARENESS AND EFFECTIVENESS OF EDUCATIONAL SCHEMES FOR

SCHEDULED TRIBES IN EASTERN GHATS OF TAMILNADU

*N.SANJAIGANDHI
(Reg.No:19114011011003) Ph.D., Research Scholar, Department of Commerce
Manonmaniam Sundaranar University, Tirunelveli-627012, Tamilnadu.
**Dr.B.REVATHY
Professor , Department of Commerce
Manonmaniam Sundaranar University, Tirunelveli-627012, Tamilnadu.
Abstract

Educational schemes for marginalized communities such as Scheduled Tribes were

introduced by the Government of India with the aim of providing equal opportunity for
scheduled tribe and scheduled caste to empower them with free educational facilities. For such
programs to be effective, Scheduled Tribes members need to be aware of them and need to have
a positive attitude towards them. However, due to the practice of untouchability and the
remoteness of their dwellings, Scheduled Tribes have been suffering isolation from mainstream
population in several centuries. They continue to endure a high degree of educational exclusion.
Upliftment of Scheduled Tribes, economically and socially, will be only possible through
inclusive education efforts. This study focuses on the role of awareness on educational schemes
in attaining primary and secondary education among Scheduled Tribes communities in Eastern
Ghats of Tamilnadu. The major findings of the study reveals that most of marginalized
communities continue to remain unaware of the educational schemes and are unable to utilize all
the provisions of the schemes.

Keywords: Awareness, Backward Class, Educational Schemes, Low Literacy, Scheduled

Tribes,
INTRODUCTION

Education is very much important for the overall development of the nation so it should
be delivered equally without showing discrimination on the basis of caste, color, creed, religion
and so on. Different sets of issues are facing by the tribal group in the rural area. Due to lack of
awareness, education and literacy rural villages of India are facing many constrains and pitfalls.
The empowerment of the disadvantaged groups will only possible through the education but it is
hard to access because of lack of proper transportation and other infrastructural facilities. All
community is a primitive tribal community and is the second largest group existing in Tamilnadu
usually has the habitat near the areas of Eastern Ghats Mountain. Tribal children those who are

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interested can complete the secondary level education but the problem is that they have to
walk kilometers from the house to reach the schools in the cities because due to lack
transportation facilities in the tribal area. In order to accomplish better literacy rates inside the
nation, Government establishes certain schemes which support and helps to empower the citizen
with proper accessibility to educational facilities. While considering all the citizen in a country
those who are underprivileged also should get equal benefit from the schemes for acquiring free
educational facilities. Even though all these provisions are present today the dropout rates and
burden among parents of backward classes to send their child to school is remaining unchanged.
The major root cause may be the lack of awareness among the parents on educational schemes
and poor beneficial status of the schemes. According to the policy note 2013-2014 of Adi
dravidar tribal welfare department of Tamil Nadu government exhibited that funds are allocated
to ensure the socio economic and educational development under various schemes for ensuring
infrastructural facilities for the drinking water, link roads, house-sites, housing, schools, hostels,
health centers, community halls etc. The literacy rate of the students belonging to SC/ST had a
gradual increase according to the latest statistical data produced by the government of Tamil
Nadu. In the present era of educational expansion and the accessibility of education given the
most consideration by all the groups in the society especially for the unprivileged group by
introducing increased construction of schools, mid-day meal programs, increased parental
demand for schooling, and growing educational requirements by employers. Thus up to a certain
level, the educational attainment among the disadvantaged groups and the privileged group was
in low in educational levels. According to the different social class in the society better
infrastructural facilities, educational quality, and language skills in English play major criteria in
choosing the school. The literacy rates of the unprivileged community are still behind the
expected level even if the government has implemented various educational schemes for their
educational upliftment. There is a need for conduction of research in this area to find out the
actual cause of the educational backwardness among the ST community in spite of availability of
educational schemes. Thus a pilot study was conducted in this area with following objectives.

Objectives

1. To find out the level of awareness among the parents of various educational schemes
2. To review the effectiveness of different educational programmes and their impact on ST
Community
3. To analyze whether the schemes make any difference or benefits to the family
4. To study the factors responsible for school dropouts among ST children.
Hypothesis

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Parental awareness about the various educational schemes and ability to utilize all the provisions
of the schemes effectively may result in access to better educational facilities for their child.

Research Questions

The main research questions are:

1. Whether the parents of ST students are aware about the educational schemes?
2. Which educational schemes are aware to them?
3. Whether the parents are able to utilize the provisions of the scheme?
4. Do any of the schemes make any kind of difference to the family?
5. What are the main issues faced by the parents even if the schemes are available?
6. How are the parents informed about the educational schemes?
Review of Literature

Haimondrof (1943)1 concentrated the life of the most crude tribals occupying the northeastern
parts of the Nallamaia slopes who have originated from the enormous volume of Chenchus of
Mahaboobnagar in Andhra Pradesh. Mohan broke down the living conditions on the Gonds,
Koyas and Chenchus in Andhra Pradesh.

In his analysis, M.Gopinath Reddy and Kumar (2010)2, Political Economy of Tribal
Development: A case study by Andhra Pradesh notes that the inherent population in the State of
Andhra Pradesh and in the country as a whole is the most denied and powerless network facing
serious economic prohibition. Although certain existing protections are provided, there has been
no significant economic, social, and political portability over this network. "Political Economy of
Tribal Development: A Case Study of Andhra Pradesh" outlines the circumstances of the
Scheduled Tribes out of sight of the various state arrangements during the progressive time
frames of the arrangement and their effect on financial portability. Strategically, that network is
the state's most voiceless. Their unbound business position as far as the absence of the lawful
privileges of the assets they use, producing both land and non-timber woodland, drives them into
deep economic impotence. The research also talks about the implications of the latest
demonstration-Forest Right Act, 2006, on the vocation protection of the innate networks and
whether this demonstration will finally lead to these individuals being included in the norm.

Verma (I960)3 spoke about Sanria paharias, Mai-paharias and Knmarbhag's socio-cultural
associations. He studied different periods of ancestral history, pregnancy and birth, pubescence,
widow remarriage, women's place in the general public, culture, city council, and political
organizations.

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Laxman Rao. S, Priya Deshingkar, John Farrington (2006)4 are examined "Innate Land
Alienation in Andhra Pradesh Processes, Impacts and Policy Concerns". The examination is
safeguarding that Development extends in Andhra Pradesh are rising as new wellsprings of
removal in the booked zones. Be that as it may, the reputation of governments with respect to
recovery of tribals leaves a lot to be wanted. he' tribals are not homogeneous as upwardly
portable areas. have just risen. Ongoing exploration proposes a pattern towards occupation
broadening. This paper contends that inborn development methodologies need to go past land-
based jobs and target rising regions, for example, human capital, infiastructure, nourishment
security and work age. Positive separation has incredible potential yet the strategy still should be
increasingly comprehensive. Strengthening of innate ladies through self improvement gatherings
has demonstrated the route in a few areas.

Vimal shah (1962)5 An investigation of innate economy in Gujarat attempted by Vimal Shah
depended on the all India country obligation and venture review of RBI and the examination was
embraced by Gujarat state. In view of these two investigations Shah chose an example of 1120
country house holds, from 28 towns. The review had successfully drawn out that ancestral
economy in Gujarat still keeps on being dormant from all perspectives. These is almost no
broadening in occupations. Agriculture keeps on being the pillar of the innate population. Almost
no venture is occurring to modernize it. Essentially it is support that not many sources of info are
made to expand the gainful of land and numerous individuals generally rely on conventional
organizations for their credit necessities, which are for the most part for meeting their home hold
use. All these are clearly attributes of subsistence economy.

Prakash Chandra Mehta (2000)6 in his exact work introduces an over all audit of the ancestral
development estimates embraced during the twentieth century. As per him the administration
neglected to give them essential least needs to their subsistence. The British Government and the
surrounding rulers controlled the primary portion of the century. We were not bothered by their
needs and well-being. Hence is persecuted by the rulers during the primary portion of the
century.

Saxena (1964)7 Followed the Naga model and concentrated the western slopes tribals in
Madhya Pradesh, displaying five tribal economies. "Subjugation Highlander" is an investigation
of the Bondo character. This is increasingly an ethnographic investigation of Bonods. Verrier
had wanted to display one part of every clan of Orissa. The economics of the Kuttie Gonds', the
religion of the Hill Savaras'. The character, of Bondo are arranged and independently displayed.
"The ancestral fantasies of orissa' is arranged and independently displayed. The inborn legends
of Orissa are wanted to show the basic acts of all tribes of Orissa.

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M. Bapuji (1992)8 calls attention to that inborn development methodology in the progressive
plans couldn't lessen the multifaceted nature of the ancestral circumstance as organizers and
approach producers have not had the option to amend the explanations behind its disappointment
in the progressive plans. He finther calls attention to that one must perceive that the
predetermination of development procedures relies on those for whom they are proposed and the
principle driving force for development must originate from inside the network. He proposes that
such an inborn cooperation can be advanced by supplanting the current 'topdown' with 'base up'
approach which fundamentally implies a diminished change in the viewpoint of strategy
producers and executives.

Yyas N.N. (1967)9 portrays the Baniyas of Rajasthan, Andhra Pradesh, Punjab and Gujarat's
real, social and economic life. Yyas along these lines calls attention to the traditions and
practices separating Baniyas from different States. This investigation has a decent relative basis,
but it still has a limitation such as the approach's unacceptable.

Madhusudan Trivedi (1991)10 presents his perspectives among the tribal's about the business
enterprise. He took Bhils ' contextual enquiry in Rajasthan. Business is a strange endeavor for the
32 tribal as indicated by him. In the wake of development in their agricultural practices they need
to take new harvests, commercialization and automation. The economic change experienced
today by the ancestral led them to an economy of entrepreneurship.

Doshi S.L. (1990)11 who has driven asks about on the Bhils of south Rajasthan fights that "in
outdated India the familial's didn't contain the focal point of society. They were dways
minimized. In spite of the fact that there are no records of their aggregate personality, it is
expressed that they rehearsed a peaceful life portrayed".

Research Methodology

Research Design: Exploratory research design was used as research design.

Sampling procedure: Random sampling procedure was used to collect the sample for this study.

Sample population: A total number of 40 parents were selected for the survey in which 11 fathers
and 29 mothers participated. 100% selected samples belonged to the scheduled tribal community.

Tools: Self-made survey questionnaires were used for data collection. Open ended questions
were included to collect Qualitative data and for exploring possibilities of any other related
concepts for future studies.

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Data analysis: Quantitative analysis of data was done by using Statistical Package for Social
Sciences software application.

Scheme of Strengthening Education among ST Girls in Low Literacy Districts

The primary purpose of this Central Sector Scheme is to promote education among tribal girls in
the country's identified low literacy districts. The program aims at improving the socio-economic
status of the tribal poor and illiterate population through women's education. With impact from
1.4.2008 the Scheme was revised. It is now being introduced in 54 districts where ST Population
is 25 percent or higher and ST female literacy is below 35 percent as per census for 2001. The
Scheme is intended to address the literacy gap between the general female population and tribal
women, and is designed specifically for ST Women. The educational complexes are established
in rural areas of identified districts and have classes I to V with provision for upgradation up to
class Xll, provided sufficient accommodation is available for classrooms, hostels, kitchens,
gardening and sports facilities. The educational complexes not only impart formal education to
tribal girls but also train the students to make them economically powerful in agriculture, animal
husbandry, other vocations, and crafts.

National fellowship & scholarship for higher education of ST students:

(a) Scholarship for higher education (earlier known as Top Class Education) For ST
students.
ST students are awarded a scholarship to pursue study in prescribed courses at any of the 246
institutes of excellence identified by the Ministry across the country such as IITs, AIIMS, IIMs,
NIITs, etc.The total number of scholarships per year is 1000.
Family income from all sources is no greater than Rs.6.00 lakhs per year.
Stipends include tuition fees, living expenses and book and computer payments.
(b) Fellowship (earlier known as RGNF) scheme for st students)
750 Fellowships are offered annually to ST students pursuing higher MPhil and PhD studies in
India. Fellowship is awarded according to UGC requirements, @Rs.25,000/- for JRF and
@Rs.28,000/- for SRF, respectively.
Duration of Fellowship:
a. Enrolment of M.Phil. 2 years
b. Ph.D (exclusively) 5 years
2 years (M.Phil) and
c. Enrolment of Ph.D after completion of M.Phil.
3 years (Ph.D)

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Pre-Matric Scholarships to st students (Class IX and X)

Applicable to students studying in Classes IX–X. Parental income from all sources should be less
than Rs.2.00 lakhs per year, which is proposed to be updated to Rs.2.50 lakhs per year.
Scholarships are charged @ Rs.150/-per month for Day Scholars and @Rs.350/-per month for
Hostellers, for a period of 10 months per year. It is suggested that this should be revised from
current Rs.150/-to Rs.225/-pm
Post Matric Scholarships to ST Students (Class XI and above)
Applicable to students who study from a recognized institution for which qualification is
Matriculation / Class X or higher in any recognized course.
Parental income should be less than Rs.2.50 lakhs per year, from all sources.
Compulsory fees charged by educational institutions shall be reimbursed according to the limit
set by the State Fee Fixing Committee concerned, and the amount of Rs.230 to Rs.1200 per
month, depending on the course of study.
Central assistance to State Governments / UT Administrations in the 75:25 share (90:10 for
NER and Hilly States) is available from the Government of India.
Scholarship is distributed through the administration of the State Government / UT.
National overseas scholarships (NOS) for ST students for studying abroad
Provides financial assistance to selected students to undertake postgraduate studies, Ph. D &
Postdoctoral studies abroad
A total of 20 prizes are awarded annually. Of these, there are 17 awards for STs and 3 awards
for students belonging to Especially Vulnerable Tribal Groups.
Parental / family income should not exceed Rs.6.00 lakhs per annum from all sources.
Annual £ 9900/-, annual maintenance allowance & Eqpt. Candidates in the United Kingdom
receive an allowance of £ 1116/-, tuition fees as per the actual fees and other eligible fees.
Annual maintenance allowance of $15400/-, annual contingency & equipment for candidates in
USA. Allowance of $1532/-, tuition fees as per the real fees and other allowable fees. US dollar
or similar rate would be valid for candidates in other countries.
Scholarship disbursement through the Ministry of External Affairs / Indian Missions Abroad.
Result
In this study, the results show that 27.5% of father and 72.5% of the mother have participated
because mothers agreed more to attend the survey than fathers. 15% of parents are of age below
40 age of the parents below 30 were about 16%. 18% of parents belonged to age group of 31-40
of the sample undergone the survey. Among the total respondents, 80% of fathers go for manual
work and 20% of them do agricultural work. 60 % of occupations of mothers are engaged in
manual work and 27.5% are housewives, 5% of the mother are in occupation as part of
MGNREGA (Mahatma Gandhi National Rural Employment Guarantee Act), remaining 7.5%
mothers are engaged in other works such as tailoring, agriculture etc.

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it is clear that in majority of the family both parents are going for occupation.
While considering the days of absence in the school during the last academic year 72.5%
students were absent between 1-15 days, 20% of students were absent between 16-30 days, 5%
of students absent for 31-40 days, 2.5% students were absent for 46-60 days the reason for the
absenteeism during the academic year is due to lack of transportation facilities and long distance
of walking to hire the bus to school also creating health problems in children. 92.5% of children
went to school from home. Only 7.5% of children is staying in the hostel for study purpose.
Around 87.5% students enrolled in government schools while only 12.5% students were enrolled
in private school. Poor financial capability of the parents is the reason behind the increased
enrollment of children in a government school. Some parents enrolled their children in private
school because they wanted their children to access better educational facilities that provided
than a government school.
Majority of the parents want to educate their child up to higher education (57.5%). According to
the interest of the child, parents like to send their child comes around 27.5% may be because
presently parents are aware of the need of the education.
Parents are facing some issues regarding sending their child to the school. Poor financial
assistance has graded as the highest issue (40%) secondly comes lack of transportation facilities
(32.5%). 47.5% of parents are unaware about the free transportation facilities scheme. 37.5%
have free transportation facilities to send their child to school parents because those who are
eligible for the provision of transportation scheme may decrease in number. 52.5% of parents
reported that free transportation was not available to send their child from home. 42.5% of
parents are facing issues regarding lack of transportation facilities. Issues reported by the parents
includes unavailability of free transportation facilities to male child and more than one child
from the family will do not get the provision of free transportation scheme. 60% of parents told
that scheme only making a small difference to them the percentage of availability of free
transportation itself projects that the scheme is very poor in delivering benefits to parents.
62% strongly disagreed that they are not aware of the free hostel scheme only less number of
children staying in the hostel for study purpose (7.5%). 55% parents neither agree nor disagree
about toward the question that whether the scheme can make any difference due to lack of proper
awareness. 22.5% parents were only strongly agreed that the scheme makes a big difference,
parents of children those who are staying in the hostel agree that from the scheme they are able
to educate the children.
62.5 % strongly agreed that they are aware of the scholarship scheme. 37.5% told that they are
not satisfied with the amount of scholarship because 67.5% told that they have a financial
problem even if they have scholarship and time delay of scholarship availability as part of
corruption. 60% strongly agreed that they got help for applying for the scholarship.
60%of parents are aware of the free textbook and uniform.

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Parents strongly agreed (55%) that they have heard about the mid-day meal scheme. Only 27.5%
parent only agreed that their children like the meals delivered from the school because 55.5%
children have health-related problems due to the intake of meals delivered from school so 57.5%
students carry meals from home.
Parent got information from teachers (77.5%) neighbor (7.5%) and children (15%). According
to the parents, the main reason for the school dropout is lack of ability to grasp lessons (25%),
the medium of instruction (22%), lack of transportation facilities (20%). 80% of the parents
agreed that they are interested to attend the awareness class sessions on various educational
schemes.
Findings and Discussion
The key findings evolve after this study explain that most of the parents are suffering a lot to
send their children to the school even the educational schemes are existing for the children to
pursue a good education. Majority of the parents are highly motivated to send their child to
school for getting a higher education. Some of them reveal that according to the interest of the
child they support the children in accessing education.
Poor financial stability leads to increasing number of dropouts among children after the primary
education. Parents do not have a perfect awareness about the educational scheme, in the other
case the educational scheme that is aware to them has a minor effectiveness in making any
difference that has the capability to decreasing the burden of sending the child to school because
the ratio of benefits from the educational schemes was not satisfactory. Lack of transportation
facilities from the home to school creates a big burden to send the children to school safely. This
was act as the core factor for the irregularity in attending the class by the children.
According to the parents, the payable auto service is only up to class five; those who are studying
in the higher classes want to walk a long distance to hire a bus to reach the school. Because of
peer pressure creates a tendency to wandering in between the way to the school increases
absenteeism, health issues occurs due to tiredness of walking to a long distance to the bus stop.
While considering the hostel scheme most of the students are not admitted to the hostel facilities.
Lack of awareness is one of the major reasons for the decreased number of admitting the children
into the hostels for the education purpose. The ill feeling among the parents on security issues
especially in the case of girl child the parents refuse to admit them to stay in the hostel which
increases the dropouts among girl child. Proper counseling sessions with parents can act as a
technique to change the attitude of parents towards admitting the children in the hostel and able
them to make utilize the provision of the hostel scheme.
Scholarship deliverance to the girl child in the family helps to reduce the gender inequality in
accessing education. But some of them are not getting the scholarship. Parents of the eligible
children for getting the scholarship are not satisfied with the scholarship amount because the

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amount of scholarship fails to tackle the financial issues of parents for child education. The
teacher is the only source or point of contact that deliver the awareness about the scholarship
towards directly to the parents or through the students and helps in applying for the scholarship.
The supply of food to the students according to mid-day meal scheme makes an only slight
difference. Some of the students refuse to take the mid- day meal due to impurity it also reasoned
for causing a problem to the stomach. Free-textbook and uniforms are accessible to all the
children that make satisfied benefit while comparing to other schemes.
In the earlier time incentives and awards are delivered to all the students who passed the higher
education, now the government had reduced the provision of delivering incentives and awards to
the students who score higher marks in the board exams. So the beneficial status of the
incentives and awards also reduces to a great extent. Parents those who are motivated by
understanding the value of education admitted their children in private schools for getting a
better quality education without considering the burden of the family mainly because of two
reasons such as they want to make their children to learn English and due to the unhygienic
condition of the toilet facilities in government schools. According to the parents, the children’s
who studies in the private school does not get any support from the government because the
provisions of the educational scheme are only applicable to the students those who are studying
in a government school. The students who study in private school not even getting scholarship
amount whether he/she belongs to Scheduled Tribes. Dropouts among the backward community
are also mainly because of the reasons such as lack of ability to grasp lessons, the medium of
instruction in schools and lack of transportation facilities.
Conclusion
Education is the fundamental right of every citizen in the world. Only through education, people
can able to empower in the society for achieving better quality life. The role of education is
inevitable for attaining economic and social comfort of the backward classes in the coming
generation. The respected authorities for welfare deliverance towards the unprivileged group in
the society want to generate awareness among the people in the weaker section on the need of
education and the available educational provisions and schemes that supports the upliftment and
reduces the burden of the parents who have school going children. This pilot study has revealed
that lack of awareness on the various educational schemes and their ineffectiveness. Further
studies should be conducted in this area for advocating for the community and providing policy
level suggestions to the government departments for improving the educational outcome of
unprivileged community.
Refrences:
1. Haimendrof C.V.F., (1943) Chenchues: Jungle folk of Decconmackillon, London .87pp.
2. Gopinath Reddy M and Anil Kumar M (2010), Political Economy of Tribal Development: A
Case Study of Andhra Pradesh, Centre for Economic and Social Studies, Hyderabad, February.

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3. Verma, P., (1960). Socio-Cultural Organisations of Tnbals. Metro Publishers, Rajasthan,

4. LaxmanRao, S., Priya Deshingkar, John Farrington, (2006):“Tribal Land Alienation in Andhra
Pradesh Processes, Impacts and Policy Concerns”, EPW, Vol. XLI, No.52, December 30th.
5. Vimal Shah Government of India, (1962). The report of the scheduled area and scheduled tribes
commission, New Delhi.
6. Dr. Prakash Chandra Mehta (Ed.), (2000).Tribal Development in 20th Century, Siva Elwin
Verrier, (1969). The Nagas on the 19th Century, Oxford University Press, London.
7. Saxena, R.P., (1964). Tribal economy in Central India, Culcutta.
8. Bapuji, M. (1992), Tribal Development Administration, Kanishka Publishers, New Delhi.
9. Yyas, N.N., (1967). Customs and Traditions of Some Indian Tribes, Vikas Publishing House,
New Delhi.
10. Madhusudan Trivedi, (1991).Entrepreneurship along Tribals, Print Well, Jaipur.
11. Doshi. S. L., (1 990), Tribal Ethnicity, Class and Integraion. Rawat Publications, Jaipur.

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IMPACT OF ORGANIC FOOD ON HUMAN HEALTH IN

TIRUNELVELI DISTRICT

*M. ARUNKUMAR VICTOR

Research Scholar (Full Time), Reg. No: 19214011011030
Department of Commerce
Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli – 600012.
**Dr. B. REVATHY
Professor, Department of Commerce
Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli – 600012.

ABSTRACT

Organic food utilization may cut down the risk of allergic disease and overweight and
obesity, but the evidence is not conclusive due to likely residual confounding, as consumers
of organic food tend to have healthier lifestyles overall. However, animal analysis suggests
that equitably composed feed from organic or conventional production impacts in different
ways on growth and development. In organic agriculture, the use of pesticides is blocked,
while debris in conventional fruits and vegetables constitute the main source of human
pesticide exposures. Epidemiological studies have reported adverse effects of convinced
pesticides on children's cognitive development at current levels of exposure, but these data
have so far not been applied in formal risk assessments of individual pesticides. Differences
in the configuration between organic and conventional crops are defined, such as a modestly
higher content of phenolic compounds in organic fruit and vegetables, and likely also a lower
content of cadmium in organic cereal crops. Organic dairy products, and perhaps also foods,
have a higher content of omega-3 fatty acids compared to conventional products. However,
these adjustments are likely of marginal nutritional significance. Of greater interest is the
common use of antibiotics in conventional animal production as a key driver of antibiotic
resistance in society and antibiotic use is less intensive in organic production. Complete, this
analysis emphasises several complicated and fairly human health benefits combined with
organic food production, and application of such production methods is likely to be beneficial
within conventional agriculture, e.g., in integrated pest management. This article compares
organic vs. conventional food production regarding parameters essential to human health and
argues the potential impact of organic management practices with an emphasis on Indian
conditions.

KEYWORDS: Antibiotic resistance, Crops, Food safety, Nutrients, Organic food, Pesticide
residues
ORGANIC FOOD AND HEALTH: AN INTRODUCTION:
Over the last 10 years, the organic food market has been characterised by dynamic
development driven by strong growth in demand. The area under organic production in the
European Union has doubled since 1999. Consumers have started to look for safer and better-

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controlled foods, produced in more environmentally friendly and local systems. Organic
production is an overall arrangement of farm management and food production that aims at
sustainable agriculture, high-quality products and the use of processes that do not harm the
climate, or human, plant or animal health and welfare. EU consumers used over €22 billion in
2013 on organic products, helping the EU organic market grow by nearly 6%. To advice they
make an accomplished choice, the European Commission introduced a specific EU organic
logo in 2010, complementing earlier legislation setting up a broad framework of regulations
and requirements on the production, converting, handling and certification of organic foods.
While the continual nature of organic farming is generally conceded, its health and nutritional
benefits are still widely debated. The use of (organic) pesticides and the available presence of
residues in organically grown crops also attract a lot of attention. The overall number of
studies analysing the safety of organic vs. conventional foods is growing rapidly. It may be
surprising to know that only a small number of scientific studies have addressed the question
of whether organic food is more, or equal or less healthy compared to conventional food.
This is because there are serious difficulties in the implementation of these types of studies.
To measure healthiness, one would need to have a group of humans eating only organic and
another one eating only conventional food, and then after a while compare which group is
healthier. Nevertheless, a lot of research has been done on this topic, and some insights can
be gained. Also, in the public debate, discussions regarding organic food are often polarized
and simplified to the question if organic or conventional or neither food is "better". Most
scientists, however, are instead aiming at understanding the impact of different farm
management systems on human health, animal well-being, food security and environmental
sustainability, with the long-term goal of creating sustainable food systems. The public is
excused for the simplified perspective because the future sustainable food is not in the
shelves of the supermarkets yet, and the consumer's decision, therefore, is between organic or
conventional.
Effects of organic vs. conventional diet on health
There have been no clinical human studies appraise the direct impact of an organic
diet on health. The probable reason for this is that any effects on human health would be
likely to be long-term effects, and it is methodologically difficult and expensive to perform
long-term dietary interventions.
Consumer studies continue to show that expectations concerning the health effects of
organic food are about the strongest motives for consumers to buy organic products, and
research results on this topic can count on high societal interest. However, until now these
assumptions lack sound scientific proof. Different kinds of research are being performed to
examine the health value of organic products compared with conventionally produced
products. An increasing number of studies are being published, including studies comparing
the contents of ingredients of products from conventional and organic production systems, as

well as review studies. Apart from this, a much smaller number of studies have been
published on the effects of organic food consumption. These include animal and human

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studies on bioavailability and health effects, in vitro studies comparing the effects of organic
and conventional products on different parameters in the laboratory. In this paper, an
overview of recent studies on the topic is given, with a framework for estimating the
scientific value of these studies. Besides, the problems connected with the different
approaches are being discussed. A hypothesis is conferred about the possible health effects
that organic products might have, and suggestions are made for future research.
RECENT STUDIES IN HUMANS:
To our knowledge, only a few observational studies investigating the health effects on
humans of organic compared with conventional foods have been performed in recent years.
According to one of these studies, commonly named the PARSIFAL study (14,000 children,
5 European countries), children representing an anthropomorphic lifestyle (including
biodynamic and organic food) were found to have less allergies and a (not statistically
significant) lower body weight compared with a group consuming conventionally produced
foods. At the same time, the results of the KOALA Birth Cohort Study in the Netherlands
(about 2700 newborns) associated the lower eczema risk in children at the age of 2 years with
the expenditure of organic dairy products. Moreover, organic dairy consumption resulted in
higher CLA levels in the breast milk of their mothers. According to a study by
Rembiałkowska (et al) Consumers of organic food checked their health status significantly
better than consumers of non-organic food. However, apart from the organic diet, this might
also be related to several aspects of consumers' lifestyle (e.g., nutritional pattern, living
conditions, physical activity, and ways to manage stress). As was mentioned above, pesticide
residues form part of the dangerous food contaminants known to exert genotoxic,
carcinogenic, neuron-destructive, endocrine and allergenic effects, and are usually found in
higher contents in conventionally produced plant products. There is scientific evidence that
dietary exposure of children to organ phosphorus pesticides, measured as the level of
pesticide metabolites in urine, is much lower on an organic than on a conventional diet. It can
be concluded that consumption of organic foods protects exposure to organ phosphorus
pesticides commonly used in agricultural practices.
OBJECTIVES
➢ To analyse and identify different ideas of health present in organic consumers' justifications
of their preference for organic food products.
➢ To understand how the identified ideas of health are used in organic consumers' negotiations
of consumption choices.
➢ To describe the impact of organic food on human health and problems faced by consumers.
RESEARCH METHODOLOGY:
This is review based conceptual paper. The pattern emerging from the review will
constitute the course of future researches and also would explore the parameters or variables
for further exploration by finding research gaps. The study can also lead to longitudinal

studies and phenomenological studies with implications in Organic Food. Convenience and
Purposive Sampling will be used for this study and the source of data shall be Primary and

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Secondary both. The data and information collected will be processed and its findings
presented systematically.

REVIEW:
✓ Balaji and Bhama (2012), concludes In general, a person's identity, about his or her choice
of diet, can be seen as being dependent on early experiences of food, in terms of trajectories,
such as persistent thoughts, feelings, strategies, and actions, Therefore, choosing a lifestyle
based upon an organic diet could suggest an opportunity to establish a sense of stability for
the young adult, in terms of identity and belonging. Nevertheless, trajectories and choice of
diet can change during a person's lifespan, especially with dramatic life events created by the
interplay between relationships, contexts, and environments; this particular study aimed to
further explore young adults‟ experiences of a healthy lifestyle choice based upon an organic
diet to discover general psychological meanings.
✓ Stracke et al. evaluated the polyphenol profile of apples (Golden Delicious) grown under
defined organic and conventional conditions and described that organically produced apples
showed significantly higher concentrations of chlorogenic acid, flavonols, flavanols and
dihydrochalcones (Stracke et al., 2009a).
HEALTH EFFECTS OF ORGANIC FOOD IN HUMANS:
To date, very few studies have been achieved that directly investigate the effect of
organic food on human health. There are indications from these studies that organic food
consumption is combined with a lower risk of childhood allergies. Adult consumers who
frequently eat organic food are also less likely to be overweight or obese compared to other
consumers. However, the evidence for this effect is currently not conclusive as no long-term
studies have yet been carried out. Furthermore, it is constitutionally difficult to separate
organic food consumption from other associated lifestyle factors that may affect human
health.
ORGANIC FOOD CONSUMPTION AND SUSTAINABLE DIETS:
It is known, however, that consumers who regularly buy or absorb organic food have
healthier dietary patterns, such as a higher consumption of fruit, vegetables and wholegrain
products and a lower utilisation of meat, compared to other consumers. These dietary patterns
are associated with various health benefits, which include a reduced risk of chronic diseases
such as type 2 diabetes and cardiovascular diseases. These patterns also concur with patterns
that are favourable from the perspective of environmental sustainability, such as greenhouse
gas emissions and land use. Further evaluations demand to be undertaken on the extent to
which the organic agro-food system, comprising production and consumption, can serve as an
example of a sustainable food system for health and environmental effects.
CONSUMER UNDERSTANDINGS OF HEALTH:
Understandings of health, healthy food and meals, and the contextualization of the
concept of health have been investigated in consumer studies and the sociology of food for
more than a decade. We have found three distinctive overarching concepts of health to be
present in the theoretical as well as the empirical scientific literature – a finding that
corresponds to an extent with earlier overviews of the literature (Chrysochou, Askegaard,

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Grunert, & Kristensen, 2010). In an attempt to synthesize the literature, we have named the
three concepts to reflect their conceptual foundations, i.e. the distinctive way in which the
healthiness of food is assessed in them. The conceptions are: Health as nutritional value;
Health as pleasure; and Health as purity.

THE HEALTH OF ORGANIC FOOD IN HUMANS:

❖ Strength of association: A strong association is more likely than a modest association to
have a creative component
❖ Consistency: A relationship is observed repeatedly
❖ Specificity: A factor specifically impacts a particular outcome or population 4. Temporality
The factor must anticipate the outcome it is assumed to affect
❖ Biological gradient: The outcome advances monotonically with an increasing dose of
exposure or according to a function predicted by a substantive theory
❖ Plausibility: The observed association can be plausibly explained by substantive (e.g.
biological) explanations
❖ Coherence: A causal conclusion should not essentially contradict present substantive
knowledge
❖ Experiment: Causation is more likely if the evidence is based on randomised experiments
❖ Analogy: For analogous exposures and reactions an effect has already been shown.
NEGOTIATIONS AND JUSTIFICATIONS OF CONSUMER CHOICE:
In the discussions of preferences for organic food Health as purity is the most
common perspective. However, it was not the most often used convention in other situations,
and it did not dominate the exchanges of views in more general discussions of health. To
bring this out, we will focus on the second study objective – i.e. that of understanding how
different ideas of health are used by participants in discussions of consumer choices by
investigating the situations in which the different understandings are used, and how they are
used. Here, 'situations' refers to the specific thematic context in the focus group discussion in
which different understandings of health were used. The use of the concepts of negotiation
and justification to show how different understandings of health are used in situations of
dispute will help us to see how the understandings are used to justify specific positions and
whether these positions are considered sound and valid by the other participants. In several
focus group sessions, it was possible to detect what seems to be a paradox: asked about
organic food consumption, many participants referred spontaneously to its health benefits as
a reason to purchase organic foods, but later, when they were prompted to discuss whether
organic food is healthier than conventional food, most of them stated that it was not. This
seeming paradox explains that the participants apply different understandings of health in the

two contexts. When related to organic products, health is viewed in the Health as purity
perspective. From this perspective, organic products are considered a healthier choice. By
contrast, when the participants were prompted to discuss healthiness in general, they adopt
the Health as nutritional value perspective and viewing matters in this way they conclude that

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organic products are no healthier than conventional products. Between facing the question on
preferences for organic products and the question on the healthiness of organic products
IMPLICATIONS FOR FUTURE RESEARCH
The results indicate that different understandings of health are used in different
situations by consumers. So far as consumer research is concerned, this suggests a need to
specify the concept of health in future research: 'health' is likely to be interpreted differently
according to the context of the question asked, as well as the situation in which it is
understood by the research participants. The present study shows that 'health' is likely to be
understood in nutritional terms when it is presented as an abstract term, but in terms of purity
when it is raised in connection with organic consumption.
CONCLUSIONS
Organic food seems to be healthier compared to conventional food due to its higher
content of bioactive compounds (e.g. polyphones, vitamin C and carotenoids) and n-3 PUFA,
which could be implicated in the incidence of metabolic diseases. Moreover, organic food has
lower Cd content and other unhealthy substances such as pesticides that are related to gut
microbiota dysbiosis and immune-related disorders and toxicity in humans. However, the
health outcomes reported by some studies could also be closely linked to the lifestyle of
organic food consumers. A lower incidence of metabolic diseases such as cardiovascular
diseases, diabetes mellitus type 2 and overweight or obesity can be the result of following a
healthy dietary pattern. The diet of consumers of organic foods is richer in fruits, vegetables,
legumes and whole grains and lower in meat intake. Moreover, the greater content of dietetic
fibre in organic food may have a positive effect on the gut microbiota and health, reducing
the risk of diseases.
Overall, there is a scarcity of studies investigating the potential beneficial effects of
organic compared to conventional food consumption on health through a direct estimation of
the consumption of organic food. It should be noted that large observational prospective
cohort studies developed during the 1980s and 1990s did not include a data assessment of
organic food consumption. Therefore, such relationships cannot be investigated in these
cohorts. Some limited scientific arguments are available. A link between organic food
consumption and a decreased risk of allergic diseases is suggested, and there are indications
of a potential beneficial effect on overweight/obesity among adults. Some questions remain
open and as yet there is no conclusive evidence, despite some new and interesting findings
from a rather small number of studies and novel epidemiological studies that are in progress.
It should be distinguished that the concept that individual resilience could be amplified under
an organic diet. In conclusion, there is a lack of data from well-designed studies (prospective,
long-term duration, accurate data in particular for dietary factors and sources, i.e.
conventional or organic) involving a sufficiently large population.

REFERENCES:
1. Balaji, V. and Bhama, T. (2012), "Consumer perception toward organic food products in
India", Proceedings of the International Conference on Business Management and
Information Systems 2012, pp. 303-307.

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2. Stracke, Ba., C. E. Rufer, A. Bub, K. Briviba, S. Seifert, C. Kunz, and B. € Watzl. 2009b.
Bioavailability and nutritional effects of carotenoids from organically and conventionally
produced carrots in healthy men. Br. J. Nutr. 101:1664–72.
.

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MOTIVATIONAL NEEDS OF WOMEN EMPLOYEES

IN UNORGANISED SECTOR
Mrs Janat jeya kavitha
Research Scholar(Full Time), Reg.No :20114011012002
Department of Commerce, Manomaniam Sundaranar University, Abishekapatti
Tirunelveli- 12
Dr.B.REVATHY
Professor, Department of Commerce
Manomaniam Sundaranar University, Abishekapatti, Tirunelveli- 12,Tamilnadu.

Abstract
Women are element of source of income in modern society. The civilized pattern of life
system needs the support of viable economic resources and that can be brought by more than one
earning in every family. In this aspect unorganised sectors give economic support to women in
terms of regular employment, but at the same time the job security and working environment in
unorganised sectors do not facilitate the proper motivation among women employees. So
motivating women employees becomes a vital part of every sector. Today, India has seen a
tremendous growth of working women and with more women coming into workforce, women
motivation is gaining ground. The main factors to motivate women employees are salary, providing
recognition, benefits and opportunities of growth. But in a country like India having comparably
low cost of living, salary satisfaction can be reached more quickly and working women look beyond
money factor, as they give very much importance to culture and family, companies are adopting
motivation practices like work from home options, maternity leave baskets, flexi hours, creche
facilities to take care of their toddlers etc. Therefore, it is a sincere attempt to explore what are the
initiatives being adopted to motivate working women in an unorganized sector.
Keywords: Factors of Motivation, Motivation, unorganized sector, Working Women.
Introduction
An unorganized sector is the traditional job avenue in Indian occupational set up
which provide employment opportunities to people live in rural background. It also provides
the support to less educated people in both urban and semi-urban places. It is the sector which
works under a system of loosely tied government policy and poor regulatory measures. An
unorganised sector normally encompasses 1. Under terms of occupation 2. Under terms of nature
of employment 3. Under terms of service category 4. Under terms of especially distressed. It
employs lakh of male and female with age group range from 18 to 65. Since an unorganised
sector comes under self regulatory preview in each state of India. The operational
methodology, name of employment, sources of income, safety and welfare measures differ at
every state in India. In addition to that within state the work culture and working nature of
employees in an unorganised sector vastly differs. The state of Tamilnadu is among the larger
state in India, in terms of provision of large scale employment to employees in an unorganised

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sector while compare to other state. The statutory measures and its implications are not so
stringent among the women employees in an unorganised sector . The working condition and
work environment in an unorganised sector undergo for consistent changes. Due to the changes
the employees in an unorganised sectors unveils with motivation related issues. Especially
when women employees in an unorganised sector faces motivation related issues and that cause
job dissatisfaction. The reasons for women satisfaction and job dissatisfaction among women
employees in an unorganised sector portray with working conditions and work environment.
The working condition encompass attitude of women at workplace, welfare measures, safety and
health aspects, the work environment includes conditions of work, duration of work, availability of
work, pay structure. These working conditions and work environment being perceived by
women employees in different way and that leads to variation in job satisfaction at various
circumstances.

Statement of the problem

Every successful organization is backed by a committed employee base, and the commitment is the
outcome of motivation and job satisfaction. It is the energy that compels employees towards its
objective. It would be impossible for the organization to generate performance without
commitment. In order to create a competitive advantage even unorganised sectors need to have a
competitive employee policies and practices. Motivation is an important stimulation which directs
human behavior. No individual has same attitude or behavior, hence in midst of this diversity
unorganised sector are supposed to frame practices which will be able to satisfy the group and not
just an individual.
Objectives of the study
1. To understand the Motivational needs of women employees by applying Herzberg’s two factor
theory.
2. To know up to what extent the women employees are satisfied with an unorganised sector.
3. To evaluate the impact of Job satisfaction on Motivation, absenteeism and turnover of Women
Employees.
4. To measure the degree of relationship between the socio economic factors and the motivational
factors of the women employees.
5. To suggest the measures for improvement of motivational aspects in unorganised sector.

Review of Literature
Main purpose is to evaluate the needs of motivation for women employees in unorganised sector.
Therefore the techniques needed for motivation and problems faced by working women are
evaluated with the help of already existing literature. Human motivation is a complex and well
defined and studied field that has broad roots in diverse collection of academic disciplines including
psychology, sociology, education, political sciences, and economics. In simplified terms, motivation
is defined as ,”what causes people to behave as they do’(Denhardt et al.,2008,p.146).
Hackman and Oldham (1980) urged that organizations have to restructure work to induce intrinsic
motivation. Greater skill variety, task identity, and task significance increases the experienced

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meaningfulness of work, autonomy raises experienced responsibility, and feedback provides

knowledge of results.
Hafiza et al. (2011) found that there are several factors that can affect employee performance like
training and development opportunities, working conditions, worker-employer relationship, job
security and company over all policies and procedures for rewarding employees. Among the factors
that affect employee performance, motivation that comes with rewards is of utmost importance.
Ioan Moise Achim, Larisa Dragolea, George Balan (2013) said that the financial side of motivation
is widely preferred and known by the both parts –employer and employee. In the present study we
shall insist and plead for the possibilities of application and the results of the efficient non -
financial motivation plan to the internal climate and the lasting performance of the firm.
Ismajli et al.(2015) identified that the factors that motivate employees as human resources in local
government serve as a basis for increasing the service quality. He found that salary of workers;
professional advancement and opportunity for promotion appear to be among the most important
factors of motivation. The other important factors that the study revealed are work conditions, as
well as the evaluation and the objective assessment of performance measurement.
Muogbo U.S (2013) found that there existed relationship between employee motivation and the
organizational performance. The study reveals that extrinsic motivation given to workers in an
organization has a significant influence on the workers performance.
Rajeswari Devadass (2011) worked on employee motivational practices & found that how job
characteristics, employee characteristic, management practices and broader environmental factors
influence employees ’motivation. She confirms motivation concepts are central to employees. Job
characteristics, management practices, employee characteristics and broader environmental factors
are the key variables influence employees ’motivation in organization.
Stephen A. Furlich (2016) addresses employees ’expectations of performance rewards and their
motivation by understanding communication with their managers through the use of Expectancy-
Valence Theory. He focused on specific aspects of communication such as communication
behaviors, expectations, communication interactions, and outcomes from the communication
interactions. These areas of communication are also applied to general areas within the social
sciences.
Vinay Chaitanya Ganta (2014) studied on Motivation levels within the workplace and found that it
shows direct impact on employee productivity. Workers who are motivated and excited about their
jobs carry out their responsibilities to the best of their ability and production numbers increases as a
result. Employee motivation has always been a central problem for leaders and managers.
Employers need to get to know their employees very well and use different tactics to motivate each
of them based on their personal wants and needs.
MOTIVATION AND UNORGANISED SECTOR
Employee Motivation
Employee Motivation is a widely practiced exercise now across all corporate sectors, the
idea of motivation is derived from a Latin word “movere” which means “to move” and motivation
is what moves the employees from weariness to attention (Mohsen et al., 2004).

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Robbins (1993) define the employee motivation (as cited in Ramlall, 2004) as: “the willingness to
exert high levels of effort toward organizational goals, conditioned by the effort’s ability to
satisfy some individual need”, another definition is an action that stimulates an employee to
take a course of action, which will lead to attain some goal or to satisfy certain psychological needs
of employee (George and Sabapathy, 2011). Robbins and Judge (2008) defined motivation as the
processes that account for an individual's intensity, direction, and persistence of effort toward
achieving goal.
The three main components in the definition are intensity, direction, and persistence. Intensity
is related with how hard a person tries.This is the element most of us focus on when we talk
about motivation. However, high intensity is unlikely to lead to favorable job-performance
outcomes without the effort is channeled in a direction: that benefits the organization.
Motivation has a ersistence dimension. This is a measure of how long a person can maintain effort
(Robbins and Judge, 2008).

Herberg’s Two Factor Theory

Two factor theory (also known as Herberg’s baby Motivation -Hygiene Theory) was developed by
Frederick Herzberg, a psychologist who found that job satisfaction and job dissatisfaction acted
independently of each other. Two factor Theory states that there are certain factors in the workplace
that cause job satisfaction, while a separate set of factors cause dissatisfaction.
Frederick Herzberg’s studies of feelings, attitudes and their connection with industrial mental health
are related to Abraham Maslow's theory of motivation. His findings have had a considerable
theoretical, as well as a practical, influence on attitudes toward administration. According to
Herzberg, individuals are not content with the satisfaction of lower-order needs at work; for
example, those needs associated with minimum salary levels or safe and pleasant working
conditions. Rather, individuals look for the gratification of higher-level psychological needs having
to do with achievement, recognition, responsibility, advancement, and the nature of the work itself.
This appears to parallel Maslow's theory of a need hierarchy. However, Herzberg added a new
dimension to this theory by proposing a two-factor model of motivation, based on the notion that
the presence of one set of job characteristics or incentives leads to worker satisfaction at work,
while another and separate set of job characteristics leads to dissatisfaction at work. Thus,
satisfaction and dissatisfaction are not on a continuum with one increasing as the other diminishes,
but are independent phenomena. This theory suggests that to improve job attitudes and productivity,
administrators must recognize and attend to both sets of characteristics and not assume that an
increase in satisfaction leads to decrease in dissatisfaction.
The two-factor theory developed from data collected by Herzberg from interviews with 203
engineers and accountants in the Pittsburgh area, chosen because of their professions' growing
importance in the business world. Regarding the collection process:
Briefly, the respondents to describe periods in their lives as when they were exceedingly happy and
unhappy with their jobs. Each respondent gave as many “sequences of events “as they could that
met certain criteria , including a marked change in feeling, a beginning, and an end , and contained

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sam substantive description other than feelings and interpretations. The proposed hypothesis
appears verified. The factors on the right that led to satisfaction (achievement, intrinsic interest in
the work, responsibility, and advancement) are mostly unipolar; that is they contribute very little to
job dissatisfaction. Conversely, the dis satisfiers (company policy and administration practices,
supervision, interpersonal relationships, working conditions, and salary) contribute very little to job
satisfaction.
From analyzing these interviews, he found that job characteristics related to what an
individual does — that is, to the nature of the work one performs — apparently have the capacity to
gratify such needs as achievement, competency, status, personal worth, and self-realization, thus
making him happy and satisfied. However, the absence of such gratifying job characteristics does
not appear to lead to unhappiness and dissatisfaction. Instead, dissatisfaction results from
unfavorable assessments of such job-related factors as company policies, supervision, technical
problems, salary, interpersonal relations on the job, and working conditions. Thus, if management
wishes to increase satisfaction on the job, it should be concerned with the nature of the work itself
— the opportunities it presents for gaining status, assuming responsibility, and for achieving self-
realization. If, on the other hand, management wishes to reduce dissatisfaction, then it must focus
on the workplace environment — policies, procedures, supervision, and working conditions. If
management is equally concerned with both, then managers must give attention to both sets of job
factors.

Two-factor theory distinguishes

Motivators (e.g. Challenging work, recognition for one's achievement, responsibility, opportunity
to do something meaningful, involvement in decision making, sense of importance to an
organization) that give positive satisfaction, arising from intrinsic conditions of the job itself, such
as recognition, achievement, or personal growth.
Hygiene factors (e.g. status, job security, salary, fringe benefits, work conditions, good pay, paid
insurance, vacations) that do not give positive satisfaction or lead to higher motivation, though
dissatisfaction results from their absence. The term "hygiene" is used in the sense that these are
maintenance factors. These are extrinsic to the work itself, and include aspects such as company
policies, supervisory practices, or wages/salary. Herzberg often referred to hygiene factors as
"KITA" factors, which is an acronym for "kick in the ass", the process of providing incentives or
threat of punishment to make someone do something.
According to Herzberg, hygiene factors are what cause dissatisfaction among employees in
the workplace. In order to remove dissatisfaction in a work environment, these hygiene factors must
be eliminated. There are several ways that this can be done but some of the most important ways to
decrease dissatisfaction would be to pay reasonable wages, ensure employees job security, and to
create a positive culture in the workplace. Herzberg considered the following hygiene factors from
highest to lowest importance: company policy, supervision, employee's relationship with their boss,
work conditions, salary, and relationships with peers. Eliminating dissatisfaction is only one half of
the task of the two factor theory. The other half would be to increase satisfaction in the workplace.

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This can be done by improving on motivating factors. Motivation factors are needed to motivate an
employee to higher performance. Herzberg also further classified our actions and how and why we
do them, for example, if you perform a work related action because you have to then that is classed
as "movement", but if you perform a work related action because you want to then that is classed as
"motivation". Herzberg thought it was important to eliminate job dissatisfaction before going onto
creating conditions for job satisfaction because it would work against each other.
According to the Two-Factor Theory, there are four possible combinations:
High Hygiene + High Motivation: The ideal situation where employees are highly motivated and
have few complaints.
High Hygiene + Low Motivation: Employees have few complaints but are not highly motivated.
The job is viewed as a paycheck.
Low Hygiene + High Motivation: Employees are motivated but have a lot of complaints. A
situation where the job is exciting and challenging but salaries and work conditions are not at par
Low Hygiene + Low Motivation: This is the worst situation where employees are not motivated and
have many complaints.
Unlike Maslow, who offered little data to support his ideas, Herzberg and others have presented
considerable empirical evidence to confirm the motivation-hygiene theory, although their work has
been criticized on methodological grounds.
Applying Herberg’s model to de-motivated employees
The evidences of de-motivated employees in a organization are
• Low productivity
• Poor production or service quality
• Strikes / industrial disputes /breakdowns in employee communication and relationships
• Complaints about pay and working conditions
According to Herzberg, management should focus on rearranging work so that motivator factors
can take effect. He suggested three ways in which this could be done.
• Job enlargement
• Job rotation
• Job enrichment
Unorganised sector
The Unorganized sector covers most of the rural labour and a substantial part of urban labour.It
includes activities carried out by small and family enterprises, partly or wholly with family
labour.This sector is marked out by low incomes, unstable and irregular employment and lack of
protection either from legislation or trade unions. The workers in unorganized sector, are so
scattered that the implementation of the legislation is very inadequate and ineffective.
Categories of unorganized sector:
The Ministry of Labour, Government of India has categorized the unorganized labour force under
four groups depending on occupation, nature of employment, specially distressed categories and
service categories.

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Under terms of Occupation:

Small and marginal farmers, landless agriculture labourers, share croppers, fishermen, those
engaged in animal husbandry, beedi rolling, labeling and packing, building and construction
workers, leather workers, weavers, artisans, salt workers, workers in brick kilns and stone quarries,
workers in saw mills, oil mills,etc. come under this category.
Under terms of Nature of Employment:
Attached agriculture labourers, bonded labourers, migrant workers, contract and casual labourers
come under this category.
Under terms of especially distressed category:
Toddy tappers, scavengers, carriers of heads loads, drivers of animal driven vehicles, loaders and
unloaders come under this category.
Under terms of Service category:
Midwives, domestic workers, fishermen and women, barbers,vegetables and fruit vendors,
newspaper vendors ,etc ,belong to this category.
Research Methodology:
This study is a descriptive research based on survey method. First hand data are collected from the
women employees from unorganised sector through oral and questionnaire method. So the survey
has been made to know Motivational need of women Employees in an Unorganised sector.In this
study , convenience sampling is applied. The sample size of the study is 100 women employees in
Unorganised sector that is categories into four 1. Under terms of occupation 2. Under terms of
nature of employment 3. Under terms of service category 4. Under terms of specially distressed
with the purpose to gather more details about work and family balances by working women. This
research helps the unorganised sector and the government to formulate the future plans and policies
for working women.
Data collection
Primary data are collected through questionnaire and oral method. The number Questionnaire
floated are 100. Reviews ‘s were collected from various journals, magazines like Journal of Applied
Psychology, Journal of Human Resources, Journal of Occupational Health Psychology, Journal of
Social Psychology, European Journal of Business & Management. The model used for study is
conceptual.
Data Analysis and Interpretations
The analysis is carried out using Herberg’s two factor theory as follows
1. Socio Economic factors of the women employees.
2. Hygiene Factors of the women employees.
3. Motivation Factors of the women employees.
Table 1
Socio Economic Profile

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Age No of The Respondents

<30 50

31-40 38

>40 12

Experience

<1 31

1-5 yrs 29

5-10 yrs 19

>10 21

Educational Qualification

High School 27

Higher Secondary School 49

UG 9

PG 5

Diploma 10

Table 2: HYGIENE FACTORS

Excellent Good Medium Poor

Job Security 47 44 6 3

Job Status 33 58 9 0

Salary 11 41 45 3

Relationship with the 34 45 21 0

colleagues

Relationship with the 35 45 20 0

superiors

Nature of the 42 55 3 0
supervision

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The support from 26 51 23 0

colleagues

Nature of Tasks 41 53 6 0
Required to perform

Quantity of work 24 52 24 0
allotted

Structure of the 40 52 8 0
Organisation

Promotion and 16 47 37 0
Increment

Work environment 36 57 7 0

The Manager 46 36 18 0

Table 3. Motivational Factors

Excellent Good Medium Poor

Realization of the 17 56 27 0
Aims and Goals

Level of Recognition 18 45 24 13
and Appreciation

Autonomy given in 11 41 45 3
the Job

Feedback given in the 34 52 8 6

Job

Learning opportunity 36 34 17 13
in the Job

Employee 21 36 43 0
communication

Assigning higher 23 31 20 26
level of Jobs

Scope for 16 45 24 15
Achievement

Enthusiasm in doing 30 52 18 0
the Job

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The Job itself 44 43 13 0

Hypothesis
1. There is no association between the quantity of work allotted and the educational qualification.
2. There is no association between enthusiasm in doing the job and the age of the respondents
3. There is no relationship between the promotion and the increment and number of years of experience.
Table No:4.Relationship between the quantity of work allotted and the educational qualification

Educational The quantity of Total

Qualification work allotted

Excellent Good Medium Poor

High school 4 18 5 0 27

Higher secondary 14 20 15 0 49
school

UG 3 6 0 0 9

PG 2 3 2 0 5

Diploma 3 5 2 0 10

Total 26 50 24 0 100

It is found that there is association between the quantity of work allotted and the educational
qualification. Most of the women employees (49%) have completed only higher secondary school education,
50% of the employees felt good in allotment of work and their education. only 5% of employees have
completed Post Graduation.
Table No 5.Relationship between enthusiasm in doing the job and the age of the women employee

Age Enthusiasm in Total

doing the job

Excellent Good Medium Poor

<30 10 26 2 0 38

31-40 12 22 16 0 50

>40 8 4 0 0 12

Total 30 52 18 0 100

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It is found that there is association between the enthusiasm in doing the job and the age of the women
employees. Mostly 50% of the women employees aged 31-40 years are very enthusiastic in their job.
Respondents aged 40 years and above are less enthusiastic. 52% respondents feel good about their job.
Table 6.Relationship between the promotion and increment and the number of years of experience

No of years of Promotion and Total

experience increment

Excellent Good Medium Poor

<1 6 11 14 0 31

1-5 years 3 10 16 0 29

5-10 years 2 12 5 0 19

>10 5 14 2 0 21

Total 16 47 37 0 100

It is fond that there is no association between the promotion and increment and number of years of
experience. Hence the Hypothesis is rejected.
Findings
Socio economic factors
The age group till 30 years plays a major role in the unorganized sector because they are innovative.
In view of educational qualification, most of the respondents that is., 27% have completed only high
school level of education.
Hygiene Factors
91% of the respondents’ level of satisfaction toward job security is good. 33% of the respondents
are excellently satisfied with the status in their job. The majority of the respondents (52%) are
satisfied with their salary and the nature of the work (94%). 45% of the respondents are maintaining
good relationship with their colleagues. 97% of the respondents are satisfied with the supervision in
the unorganized sector. 77% of the respondents are satisfied with the support they get from their
colleagues.76% of the respondents are satisfied with the quantity of work allotted to them. Most of
the respondents (96%, 92%) are satisfied with the structure of the unorganized sector. 65% of the

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respondents are satisfied with policies and 63% are satisfied with the promotions of the sector and
46% are excellently satisfied with their superiors.
Motivational Factor
55% of the respondents’ level of awareness towards their aims and goals are good. 63% are
recognized and appreciated for the work. The level of satisfaction related to feedback given for their
job is good upto 52%. 70% of employees are satisfied by the opportunity they get for learning and
30% do not get the opportunity. 36% are aware and get the necessary information regarding the
work.43% are not getting the proper information of the job. The level of achievement is poor
according to 14% of respondents. 87% of employees are satisfied with their job.

Suggestions
Hygiene Factors
Quality circles are to be formed to improve their relationship with the colleagues and during their
leisure time they should have the informal conversations. Being salary is rated as poor (3%) it is
suggested to have a revised salary or wages through job evaluation and benchmarking. For
promotion and increment women employees’ performance should be visible and span of controls to
be checked.
Motivational Factors
The employees must do self appraisal for improvement. In order to get recognition and appraisal the
monthly awards may be awarded for the extra ordinary efforts of employees. An unorganized sector
should have a set of clear goals and define actionable steps to define them. For assigning higher
level of jobs , it is suggested that the tasks which are done by them already and fractionalized one
should be combined, by expanding jobs vertically and starting feedback channels.
Conclusion
It is concluded that motivation is achieved through both extrinsic and intrinsic motivators.
Without such motivators women employees do not concentrate on the performance when they are at
the work place. Therefore, an unorganized sector should concentrate on providing better motivators
in order to enhance productivity of the job as well as to increase the profitability of the company
which ultimately leads to better economic development of the country directly or indirectly. It can
be concluded that women employees are not only looking for good pay package but also seek
motivation. There is necessary for an unorganized sector to motivate women workforce. Each sector

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has to build its own motivation system based on their women employees’ compatibility in
correlation with their job.
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PERCEPTION AND PRACTICES OF CONSUMER PROTECTION ACT IN

SOUTHERN DISTRICTS OF TAMIL NADU

Mrs. T.Sangeetha Sudha1 Dr.B.Revathy2

1
Assistant Professor in Commerce, Geetha Jeevan Arts & Science College, Kurukkusalai,
Thoothukudi
(Affiliated to Manonmaniam Sundaranar University, Abishekkapatti, Tirunelveli- 627012,
Tamilnadu, India)
2
Professor in Commerce, Manonmaniam Sundaranar University, Tirunelveli. TamilNadu
Abstract
Consumers are the largest economic group in any country and they are the central point
of all economic activities. The Government of India realizing the need of consumer protection
enacted many acts to eliminate consumer exploitation and promote consumer protection. In
India, consumers face problems as to unfair business practices like misbranding, spurious, unsafe
products, planned obsolescence, adulteration, fictitious pricing, price collusion, deceptive
packaging, false and misleading advertisements, defective assurances, hoarding, exploiting,
black marketing, short weights and measures, etc. The main aim of this study is to examine the
existing awareness and attitudes of Consumers Protection Act 1986, and the Rights and problems
in the execution of Rights and Act. Consumers have high awareness in the Consumer Protection
Act 1986 and unfair trade practices, but the practical execution of Consumer Rights practices is
very low. Majority of consumers are still ignorant of the existence of the Consumer Protection
Act and Redressal agencies. The government should use the Regulatory machineries and
Consumer Organizations to create awareness of the Acts and Rights and train them in compliant
handling practices. The study will highlight the gaps in the awareness of Consumer Protection
Act and its practical execution. The survey will be conducted in Thoothukudi, Ramanathapuram
and Kanyakumari Districts of Tamil Nadu, India. The survey will also give equal importance to
the consumers present in the Urban and Rural locations.
Keywords: Awareness and Attitudes, Consumer Rights, Consumer Organizations
Introduction
Consumer Movements in Great Britain, the U.S.A. and other Western countries have had
a long history. But in India, it is yet to take strong roots. The Indian consumer is subject to a far
greater degree of exploitation at the hands of the traders than the consumer in Western countries.
It has been pointed out by Maitra Committee that one per cent error in commercial transactions
would cause the consumers an annual loss of Rs, 160 crores in India (S. Sankaran,1987)
Consumers' protection cannot be assured by mere legislation. But voluntary action is essentially
required on the part of consumers. Therefore, in addition to legislation, consumers should
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establish their consumer movement to fight against unfair trade practices. Several guidance
associations have been doing useful work in checking unfair trade practices like adulteration and
use of inaccurate weights and measures. There are a number of consumer movements working
for the welfare of the consumers all over India. The role of these consumer movements is not
only to educate and guide the consumers with respect to redressal of complaints, but also to
make the consumer movement a reality, through the co-ordinated efforts from all angles. Hence,
consumer movements and other voluntary organisations should go hand in hand towards
promoting consumer protection.
The present study has been conducted with a view to analyze the Perception and Practices
of Consumer Protection Act and the changing scenario of consumer movement in the Southern
districts of Tamilnadu. In this chapter an attempt is made to analyze the personal profile of
sample consumers surveyed for this study. This chapter also covers the consumers’ perception on
Consumer Protection Act, consumer awareness level monitoring inventory, consumers’ area of
complaint while making purchase, consumers’ awareness on complaint filing documents and
procedure, consumers’ participation in consumer education and awareness programme,
consumers’ recommendation for effective settlement of complaints, reasons for consumers’
hesitation to have a complaint against government/producers, consumers’ view on the kind of
benefits in establishment of consumer forums at sub-divisional level and professionals’ view on
variables creating hurdles for smooth functioning of consumer forums. This chapter further
analyses consumers’ view on possible opportunities to consumer forums, consumers’ view on
possible threats to consumer forums and consumers’ suggestion on effective measures to protect
them from exploitation by any means. Consumers' clear thinking and ability to process it are
clearly stated and statewide awareness is also demonstrated in their study.
Statement of the Problem
Every person in India is a consumer. Any individual consumer shall entertain human
rights; the constitution also guarantees certain fundamental rights to every Indian. Consumerism
is part and parcel of the guideline given by constitution. In day to day life every consumer is
cheated by the well organized and trained seller/trader or manufacturer of goods and services.
Profit-making in any business is not a crime and it is essential for survival and growth. Whereas
the illegal profit-making or profiteering through questionable means like product-adulteration,
fraud, inflationary acts like hoarding, speculation, black-making and so on is considered both
anti-social and anti-national. The list of instances and kinds of exploitation through malpractices
adopted by businessmen is a very long one. Some of them indicate the gravity of consumer
exploitation, which proves the need for consumer protection. Lack of safety regulations, food
adulteration, short- weights and measures, manufacture of spurious goods, blatant misleading
advertisements, improper advertisement tactics and sales gimmicks, unhealthy practices of
powerful multinationals, massive profiteering and illegal trading are threats to consumer welfare.
These certainly indicate the pressing and urgent need for consumer protection and consumer
guidance in India.
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Objectives of the Study

1. To understand the practical difficulties in executing the Consumer Protection Act and
Consumer Movement.
2. To evaluate the functions and assess the problems faced by consumer movements.
3. To study the impact of District Forum on creating the awareness of consumer movements among
the respondents in Southern District of TamilNadu.
4. To study the profile and perception of beneficiary to the decisions made by the District consumer
disputes redressal forums.
5. To offer suitable suggestions based on the findings.
Hypotheses:
➢ Consumer organizations in Tamil Nadu are not much developed.
➢ Consumer voluntary organizations are facing problems in the areas such as administration,
finance, consumer’s complaints and business community, which affect their functions.
➢ Consumers are unaware of their rights and responsibilities relating to consumer protection act.
➢ No systematic procedures have been evolved to look into the financial aspects of the state
commission and the District forum.
➢ Consumers are not interested to enforce their rights pertaining to consumer protection through
Consumer Redressal Agencies.
Review of Literature
National level
• Dr. M.S.Narayana (2015), Consumer organizations have been awarded and appreciated for the
kind of work they have done to inform the people towards their rights attentiveness to create a
healthy society for the sake of every consumer. The guidelines discussed in this paper have
boosted the confidence of the consumer organizations and made the seller more sensitive
towards the consumer rights. This is a beneficial change which has pretentious each and every
individual for the broad awareness about the consumer rights. More number of NGO’s can be
formed in every district and their work can be replicated for the betterment of society.
• Dr. K. Prabhakar (2014), the number of NGO’s operating in the United States is estimated at
1.5 million. Russia has 2,77,00 NGOs. India is estimated to have had around 3.3 million NGOs,
in 2009, just over one NGO per 400 Indians, and many times the number of primary school and
primary health centers in India. The NGO sector plays a crucial role in the growth of a nation.
The Indian voluntary sector (or the NGO sector) is emerging to be a credible force in catalyzing
the nation’s social and economic growth, particularly for the masses at the ‘bottom of the
economic pyramid’. The potential for this is well apparent from the experience of other
developed and developing economies. If India is to achieve, as is predicted, the living standards
of the developed world by 2050, then the NGO sector would need to play a critical role, and
must grow at a pace much higher than that required of the overall Indian economy.
International level

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• P.Ed Leelakrishnan’s(1981) book entitled ‘Consumer Protection and Legal Control’ is a

compilation of papers on the problem of consumer exploitation in India presented and discussed
at a National Seminar on Consumer Protection and Legal Control held at Cochin (India) in 1981.
It throws light on the general problems of consumers and various aspects of consumerism. The
Fundamental Rights available to Indian consumers and the principles that are followed by the
state are analysed. The mean to justice, public interest litigation and legal authorities in
protecting consumer’s interests are enlisted in it.
• Alan Author, Snow and Burton, (1979)“analyzed that there is a significant relation between
consumer willingness to accept responsibility of self-protection and their attitude towards
regulation and education. There is also positive relationship between consumer knowledge about
regulations and their attitude towards self-protection.”
• J.M. Anderson(1978) in his book entitled for the people: A Consumer Action Hand book helps
the exploited consumer to back up his grievances with constructive action and to overpower
commercial ac buses. Introduced by Ralph Nader, the pioneer of consumer rights, it carries
consumer action projects developed by Nader’s colleagues. The book covers significant issues
like how patients in nursing homes can be assured of their rights, finding and eliminating energy
waste, fighting for lower utility bills, comparative growing prices, finding the best buying
products, working effectively with the media and changing the laws by lobbying.
Research Methodology
The study is based on both the primary and secondary data. The primary data are
collected from the selected sample respondents from the selected southern districts of Tamilnadu
State. The sample respondents are selected on the basis of purposive sampling technique. The
data are collected with the help of a structured questionnaire and interview from the respondents
and experts in these fields. The secondary data are collected mainly from Published Reports of
Government of India and Tamil Nadu, Research books and Journals and various websites in this
direction. The data collected from primary and secondary sources are displayed by Tables and
Graphs. The present study covers the selected Districts including of Thoothukudi,
Ramanathapuram and Kanyakumari of Tamilnadu State. The selection of respondents covers
urban as well as rural areas of Tamil Nadu State. The Purposively designed questionnaire is used
for collection of primary data from the selected sample respondents. Both primary and secondary
data are processed with the help of computer based software. A simple and appropriate statistical
tool is used for the analysis of data.
CONSUMER PROTECTION ACTS IN INDIA
It was assumed that the system of the Consumer Protection Act in India in 1986 would
encourage consumers to stand up for their rights and lead to an irresistible number of influences
in consumer courts. While a consumer movement has yet to get going in India, existence of the
act has motivated the creation of many consumer organizations across the country. The number
of such organizations has doubled in the last few years and there are now 600-800 organizations
in the voluntary sector. The movement has not blossomed because not all the organizations are
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active enough to make an impact. There has only just been any unified action which would
exhibit their strength, and there has been no active consumer participation in the movements.
Consumers claim that lack of consumer education makes them passive and indifferent, and
responsibility consumer organizations.
The majority of consumers in the country are even ignorant of the presence of consumer
courts to which they take their grievances. Consumer rights organizations, however, counter that
they lack adequate funds and fault the government for their inaction. The Indian consumer
movement is exclusive and considers the need to focus upon rural consumers, the significant
contributions that organizations have made in laying the foundations for change, the need for
consumer education, the need for experts, the particular need for consumer protection with
concern to health-related products, and support by voluntary health groups. In India, the
consumer movement as a public force created with the necessity of protecting and promoting the
interests of consumers against immoral and unfair trade practices. Generalfoodstuff,
advertisement, dark marketing, contamination of food and edible oil provided birth to the
consumer movement in an organized form in the 1960s. The movement succeeded in taking
pressure.
A main step is taken in 1986 by the Indian government was the exhibition of the
Consumer Protection Act 1986 (COPRA). In India the main purpose/role of consumer court is to
deliver some additional pleasure to the consumers and to maintain the judicious practice by the
seller or the service provider towards the consumer. Submitting complaints is very simple and
consumer has no need to hire any lawyer.
CONSUMER MOVEMENT
The problem of consumers have been felt and recognized with the growth of
industrialization and urbanization and along with the rapid growth of industrialization, new
market techniques were developed which influenced the economic and social culture. The
common law maxim Caveat Emptor (Let the Buyer Beware) made the buyer to protect his
interest, on his own. This legal principle that the buyer must be cautious before purchasing any
commodity or service protected the seller against any action for damages sustained due to defects
in goods or services.
With the growth of Laissez Fair competition, it was accepted that the interest of buyer is
much protected by free competition among sellers. With further increase in the volume of
production and distribution, the problem of consumers became conspicuous and consumer
groups started asserting their claims. Consequently both at national and international levels the
consumer protection movement started.
CONSUMER MOVEMENT IN TAMIL NADU
Consumers in Tamil Nadu are not getting their due recognition. They are relegated to a very low
level and thus they are subjected to economic exploitation on a mammoth scale by unscrupulous
businessmen who with selfish motives, include in restrictive and trade practices. With the
consumer exploitation rampant, the consumers are left with no other alternative except to protect
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their interest. The first consumer movement was started in 1949 by a Gandhian in Chennai
sometimes later. A Consumer Protection Council was established in Chennai under the
leadership of Sri. Rajagopalchari. The growth of these organizations was slow till 1980. In 1986,
the Consumer Protection Act was introduced with other allied Acts. The consumers’ redressal
machinery was introduced at the district, State and national levels.
Voluntary consumer organizations offer substantial support to Government to the cause
of consumer welfare and checking rights violations. There are general VCOs as well as
consumer organizations that focus on a specific sector. Currently, there are 112 general purpose
VCOs that are registered with the Civil Supplies and Consumer Protection department. These
VCOs have done good co-ordination work for implementation of consumer welfare schemes
across the state and Government will be utilizing their good services for implementation of
consumer schemes each year. It is reported that there are more than 300 Voluntary Consumer
Organizations functioning in Tamilnadu. These organizations are steadily proliferating with all
kinds of people in their fold and asserting their rights. Most of them would like to get themselves
registered under the Commissioner of Civil Supplies and Consumer Protection. Therefore it is
stated that a policy is adopted with regard to registration. When a VCO applies for registration,
the file is referred to the concerned Collector for verification. In case there is nothing adverse in
the report of the collector, the names and details of the VCO are entered in the register. Only
those VCOs who are registered are eligible for financial assistance based on the
recommendations of the District Collector. Though VCOs play an important role in spreading
consumer awareness among the people in Tamilnadu, there are some bogus organizations which
are more interested in asserting the rights of the consumers. It is therefore imperative that there
should be formal process of filtration and classification of VCOs when they are registered.
The consumer movement in Tamilnadu received a big boost with the State Government’s
implementation of the Consumer Protection Act. It has set up State Commission and the District
Forums in all districts. It is rendering all assistance for the growth of the consumer movement.
Due to the positive efforts of the Tamil Nadu Government there are about 185 voluntary
consumer organizations in the State. They are rendering yeomen service to the people of Tamil
Nadu. The state machinery has taken steps to modernize and simplify the Public Distribution
System. Very often, action is being taken against the unscrupulous traders. The Commissioner
for Civil Supplies and Consumer Affairs is expected to safeguard the interest of the consumers.
Above all, Tamil Nadu is in the forefront in the implementation of several legislations enacted to
protect the consumers. As per the order of Supreme Court, the Government of Tamil Nadu has
established separate, full time consumer courts, in the district headquarters.
(i) Consumer Forum in Tamil Nadu
In accordance with the order of the Supreme Court, the Government of Tamil Nadu has
established separate and full time consumer forum, in the district headquarters, on the basis of
the number of complaints filed. Hence, in Chennai, an additional forum has been established.
(ii) Handling Complaints by Consumer Forum
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The complaints registered at the consumer court depend upon the educational, urban and
rural background of the consumers. The complaints disposed off by the Consumer Forum are
based on the infrastructural facilities available (proper building, machines, furniture and staff).
The complaints disposed off are also based on whether the court functions on a full time or part
time basis. The main intention of the Consumer Protection Act, 1986 is to dispose consumer
complaints within a short period and with less cost. These depend upon the efficiency of the
consumer courts. The efficiency of these courts is based on the availability of infrastructure
facilities such as proper building, machines, furniture and adequate staff. The complaints
disposed off are also based on the full time / part time functioning of consumer courts. Consumer
courts which have inadequate infrastructural facilities have a great number of pending
complaints which could not be disposed within 90 days from making complaints.
CONSUMER RIGHTS
The Act recognizes the following six consumer rights
1. The right to be protected against marketing of goods which are unsafe to life and property.
2. The right to be knowledgeable about the quality, quantity, effectiveness, purity, standard and
price of goods to protect the consumer against unfair trade practices,
3. The right to be assured, wherever possible, access to a multiplicity of goods at competitive
prices.
4. The right to be heard and to be assured that consumers’ interests will receive due consideration at
suitable forums.
5. The right to seek redressal against partial trade practices or corrupt exploitation of consumers
6. The right to consumer education. Where there are rights, there are responsibilities also. The two
go simultaneously.
CONSUMER RESPONSIBILITIES
The Consumer Protection Act, 1986 allocates the following responsibilities to the consumer for
protecting his own interests.
1. It is the duty of the consumer to exercise his rights properly. He should enquire about the
produce price, quality, after sale service etc. before making purchases.
2. A consumer must try to know the terms of sale, quality, warranty etc. before purchasing
anything.
3. In case the consumers are supplied wrong or duplicate product, inferior quality product etc. he
must file a complaint with the grievance redressal authority. This type of consciousness among
consumers will deter the sellers from selling unsuitable goods.
4. While making purchases, a consumer should maintain on getting cash memos. The cash memo
becomes a source of filing a grievance, if need arises.
5. Consumers should not be swayed by advertisements. They should compare the actual use of
product with the use shown in advertisements and if there is any discrepancy it must be brought
to the notice of the sponsors of the advertisement.

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In order to protect the safeties of consumers the Act provides for the establishment of
consumer protection councils at the central, state and district level which are advisory in nature.
The Act is designed to give speedy relief to the consumer at inexpensive cost. Hence, it
provides for three tier quasi-judicial redressal machinery at the district, state and national levels
for redressal of consumer grievances namely, District Forum, State Commission and National
Commission respectively. All these information is equally important and beneficial to all people.
Opening from the very day of birth till death each person is a consumer.
Consumer education and awareness must imparted at college level students are adults
and supposedly possess good amount of understanding by then. They can also pass on such
information and awareness to their parents, relatives, neighbors etc. It is the duty of every citizen
to know the laws of his/her country, as the rule goes, “Ignorance of law is not an excuse”. The
Consumer Protection Act, 1986 is contained within in the Higher Secondary and Degree syllabus
of Commerce streamonly.
NEED FOR CONSUMERISM
The need for consumerism has been primarily due to the indifference of the business
community. The main aim of all business is to maximize profit. Consumers have not only been
called upon to pay higher prices but also have to settle at lower quality, spurious, duplicate and
adulterated products that are being sold through misleading and powerful advertisement media.
Hence, consumerism is required to protect consumer interest. The producer has the power to
design the product, distribute, advertise and price it, but only the consumer has the power of not
buying it. One may argue that the producer runs his business with greater risks. In spite of having
several rights, the veto power remains with the consumer. However, the consumer often feels
that while he has the power of veto, he is not always fully equipped to exercise that power. This
situation may be due to lack of information, too much indigestible information or even
misinformation from one or several competing producers.
SCOPE OF CONSUMERISM
Basically, consumerism involves discontent with direct buyer-seller exchange
relationships, and between the consumer and the business firm. Marketing is the main target of
consumer discontent with business. This is because marketing is the most viable part of a
company's total programme and the easiest for consumers to reach. Secondly, the consumer’s
discontent extends beyond mere business. Consumerism extends to all organizations with which
there is an exchange of relationship. Consumerism therefore involves such diverse organizations
as hospitals, schools and government agencies. Thirdly, consumer discontent involves the
indirect impact of an exchange relationship between two social units. In other words, an
exchange between two people or groups can create a problem for the third group. People should
start knowing their rights as consumers. They must assert their rights against defective products
and deficiency in services.
In the first decade of real consumerism, the 1990s, the Indian consumer was like a child
running around amidst a playground - full of noise, colour and choice wanting everything in the
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shop window. Today, the consumer is like an awkward teenager, in the process of making the
transition to a more restrained, more mature future, taking a long hard look at what lies outside
the window.
ROLE OF GOVERNMENT IN CONSUMER PROTECTION
Every state has the responsibility of protecting its people from all sorts of exploitation. It
has to assure the regular supply of essential commodities, free from adulteration and at fair prices
to its people. Moreover it is the duty of the state to protect the consumers from all forms of
unethical, unhealthy and unfair practices resorted to by mischievous manufacturers and traders.
The Government of India has brought out a number of statutory regulations to protect the
consumer’s interest so far. All these are aimed at controlling production, supply, distribution,
quality, purity and pricing of several goods and services. But in a country like India, where most
of the people are illiterates and are living below the poverty line it is too ambitious to expect
adequate knowledge of legislative supplies and their rights on the part of the consumers. The
businessmen, on the other hand, naturally search for loopholes in the acts and try to exploit the
consumers to make unjust profits without actually breaking the laws. Legislative measures have
been successful to some extent in protecting the consumers. Under these legal provisions, the
ordinary consumer has no remedy except to initiate action by way of a civil suit, which involves
lengthy legal process that are highly expensive and time consuming. Even after the initiation of
numerous legislative measures, consumers are frequently cheated and businessmen fail to
discharge social responsibilities of maintaining and charging fair prices, supplying quality goods
and providing other services to the consumers. Therefore, there was a need to evolve a law
directed at not only protecting the consumers from unfair trade practices of businessmen but also
from defective goods, deficient services, over- charging of prices and the like.
Relevance and Anticipated Outcomes
The anticipated outcomes of the study are follows:
❖ Government should be proactive towards the cunning policies of MNCs to exploit the
consumers.
❖ Educate consumers to develop on understanding about their responsibilities as consumers.
❖ Consumers should organize together to develop the strength and influence to promote and
protect their own interest.
❖ Redressal procedure should be made more logical, easy enough to be understood by a large
number of consumers. Further procedures shall so designed so as to have easy handling and
quick disposal of cases.
❖ Consumerism as a subject of study may be included in curriculum. Moreover, programs such as
essays writing, quiz competitions and games should be often to create awareness among the
youths.
❖ Department of Weights and Measures may organize seminars and workshops to overcome the
menace of adulterated, duplicate, hazardous and substandard goods, wrong weights and measures
against the unfair trade practices undertaken by some of the traders.
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❖ The Consumer Voluntary Organizations should be created more especially in rural parts of the
country
❖ The Consumer Voluntary Organizations have the need to create more awareness about their
importance among the general public.
CONCLUSION
Consumers are saddled with the problems of choosing between too many products with
too less information. With the awareness of market in the hands of a few large corporations, it
becomes important that the consumers are aware of their rights in order to ensure proper
standards for the goods and services from which they make payment. Unless the consumers are
aware of the constitutional provisions by government to protect the rights or the consumers‟ the
effort of the government and voluntary organisations cannot achieve the desired result
(Pharameshvar 1988). The awareness and attitude of Consumer Protection Act 1986 and
Consumer Rights are high in Kanyakumari district. The literacy rate is high in this district.
Hence, the awareness and attitudes are based on the education of the consumers. When the level
of education increases, the level of awareness also increases. Majority of respondents did not
know the Consumer Protection Act 1986 and Rights. When compared to rural consumers, the
urban consumers have more knowledge and awareness in consumer protection activities. There
was no significant difference among the male and female consumers in the awareness of
substandard products and services. The male and female consumers have equal awareness in
unfair trade practices. Different media provide different information relating to Consumer
Protection. In which, Newspaper and magazine play important role in creating awareness of
Consumer Protection Act 1986, Consumer Rights and products and services. There is no
significant difference in understanding of the Consumer Protection Act 1986 and its features.
Great majority of the consumers had unaware about Consumer Acts and Rights. Government
machineries and Consumer Voluntary Organizations should take special attention in creating
consumer awareness relating to unfair trade practices, consumer Acts and consumer rights.
Proper awareness program should be conducted in all levels of the society. The subjects of
consumer protection, consumer rights and consumer responsibilities should be introduced from
primary school onwards.
REFERENCES
1. A.Stanesby, Consumer Rights Handbook Pluto Press Ltd, London. 1986,p.235.
2. Aaker, D.A. and Day, G.S., Consumerism Search for the consumer Interest, New York:
3. Agarwal and Anju, D.A., Practical Handbook for Consumer, Bombay: India House Book,
4. Agarwal, V.K., Consumer Protection in India, New Delhi: Deep and Deep Publication, 1981.
5. Alan, R., Andrearson, The Disadvantaged Consumer, New York: Macmillan Publishing
Company, 1975.
6. Author, Alan, Snow and Burton, Consumer Information and Consumer Protection, the
University of Wisconsin, Madison International Dissertation Abstract.

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7. Avtar Sing, Law of Consumer Protection Principles and Practices, Lucknow: Eastern Book
Company Limited, 1994.
8. Dr.M.S.Narayana (2015) -The role of NGO’S in consumer protection,International Journal of
Innovative Research in Science, Engineering and Technology vol. 4, Issue 2, February 2015.
9. E. Fetterman and M.K. Schiller, Let The Buyer Be Aware, Consumer Rights and
Responsibilities, Fairchild Publications, NewYork, 1978, p.217.
10. India, G. o. (n.d.). THE CONSUMER PROTECTION ACT, 1986. Retrieved January 2010, from
http://ncdrc.nic.in/.
11. International, G. (2008, November 26). GMO’s in Europe – Greenpeace urges the EU to keep
our food safe. Retrieved April 2010, from http://www.greenpeace.org/:
http://www.greenpeace.org/international/en/news/features/gmo-q-and-a/
12. Iyer, Shobha. (2002). Consumer awareness at school level. The Hindu India's National
Newspaper Tuesday,

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STATUS OF SWACHH BHARAT ABHIYAN IN INDIA

*P.SUGANYA
PhD Scholar(Full time)Reg No 18214011012043
Department of Commerce, Manonmaniam Sundaranar University, Tirunelveli-627012
**Dr.B.REVATHY
Professor, Department of Commerce
Manonmaniam Sundaranar University, Tirunelveli-627012, Tamil Nadu
ABSTRACT
An initiative of Swachh Bharat Abhiyan taken on 2014 by Prime Minister Narendra Modi is a
path breaking step towards the development of Indian economy. It is India’s largest cleanliness
drive ever in the history of this country. The objectives of Swachh Bharat are to eliminate or 0%
open defecation through construction of individual, cluster and community toilets and this aim
has been fulfilled ODF area. Under this mission, nearly 10 crores toilets are to be constructed by
2019. The present study is an initiative to find out the present status of this mission in India. It
also represents some possible challenges of this mission such as improper execution of plans,
less expenditure on Information, Education and Communication (IEC), fewer co-operation from
society and so on. It focuses on both usage and construction improvement in sanitation in India.
The biggest challenge that lies ahead is not the construction of toilets but the issue of hygiene in
terms of maintenance, water supply, cleanliness. The mission tries to overcome these challenges
by creating awareness among people. Besides, to ensure efficiency and effectiveness in the
mission, there is a need to achieve the mission objectives and which should also evaluate the
construction and success of the mission.
Keywords: Cleanliness, Construction, Defecation, Swachh Bharat Abhiyan
INTRODUCTION
“Swachhta” that is cleanliness is the conceptual state of being clean and the habit of
achieving and maintaining that state. Cleanliness may involve a moral quality, as indicated by
the aphorism "cleanliness is next to godliness", and may be regarded as contributing to other
ideals such as health and beauty. Jacob Burckhardt observed that “cleanliness is essential to our
modern notion of social perfection”. Cleanliness is considered as an important asset in Hinduism
and the Bhagavad Gita describes it as one of the divine qualities which everyone must follow.
According to Mahatma Gandhi “Sanitation is more important than independence”. In Gandhian
way of living cleanliness and sanitation form an important part. His dream was sanitation for all.
He used to put emphasis on cleanliness as most important not only for physical comfort but also
for healthy environment. In the light of the above, on 2nd October, 2014, Prime Minister of India
launched a countrywide cleanliness campaign called Swachh Bharat Mission. It is India’s largest
ever cleanliness drive. The main objectives of Swachh Bharat are to reduce, eliminate or make
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0% open defecation through construction of household, cluster and community toilets and this
aim has been fulfilled by covering 48% ODF area. Sanitation facility is fulfilled by providing
toilets facility, solid and liquid waste management, village cleanliness and safe. Under this
mission, nearly 10 crore toilets will be constructed by 2019. Since the launch of SBA, nearly 2
crore toilets (nearly 20% of the target) have been built or covered by 2016 and currently this data
has been reached to more than 3 crore (3,88,49,539) since October 2014. Report of UNICEF
reveals that latest estimates show that 3 out of 10 people worldwide, or 2.1 billion, lack access to
safe, available water at home readily, and 6 out of 10, or 4.5 billion, lack of safely managed
sanitation. In India Sanitation and drinking water is always been the central issue. As a part of
First Five Year Plan of Government of India, the rural sanitation programme in India was
introduced in 1954. The 1981 census revealed that rural sanitation coverage was only 1%. In
2015, 40% population has access to improved sanitation, 63% in urban and 29% in rural area.
Swachhata Status Report, 2016 has released by India’s Ministry of Statistics and Program
Implementation (MOSPI). It states that the usage of toilets is 95.6 per cent in rural India and 98.8
per cent in urban areas. In this report, in the major states of India a survey has been conducted
and as per the survey that an estimated 52.1 per cent of people in rural areas practice open
defecation. Among the states surveyed, Jharkhand fares the worst (79 %), with Bihar, Madhya
Pradesh, Uttar Pradesh and Odisha showing a high rate of open defecation. In urban India, the
percentage of persons practicing open defecation was much lower at 7.5 per cent. 38 per cent
sanitation coverage has currently increased to 60.53 per cent under the Swachh Bharat Mission
(As per the report in 2012). From 41.93% to 63.98% in 2014 to 2017 household toilet
availability has improved, and Sikkim, Himachal Pradesh, and Kerala declared as 100% open
defecation-free states, (data from the Ministry of Drinking Water and Sanitation as of May 22,
2017).
According to the report of The Ministry of Drinking Water and Sanitation, Sanitation
coverage in the country became almost double in 2017 since the launch of Prime Minister
Narendra Modi’s signature Swachh Bharat mission three years ago even though behavior change
remains the primary focus and fundamental tool for an open defecation free nation. According to
the ministry, Information, Education and Communication (IEC)activities like door-to-door IPC
(interpersonal communication), Swachhataraths, rallies, marathons, felicitation of champions,
quiz and painting competitions for awareness generation and mass mobilization of communities
across the rural hinterland are carried out for triggering behavior change. Since the day Swachh
Bharat Abhiyan was launched, from 42.02% to 57.56% total Sanitation Coverage throughout
India has risen (As of November 30, 2016.In rural India, Sanitation coverage increased
substantially from 39% in 2014 to 76% in January 2018 (According to the latest economic
survey report).With over 3 million government employees, school and college students
involvement, Swachh Bharat mission has been termed as the biggest cleanliness drive in India.4
Promoting cleanliness, hygiene and eliminating open defecation and to accelerate sanitation
coverage in rural areas helps to bring about an improvement in the general quality of life in the
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rural areas,and also helps to achieve the vision of Swachh Bharat by 2nd October 2019 are the
core objectives of the Swachh Bharat Mission (SBM). In this context the present study aims to
find out the impact of Swachh Bharat Abhiyan that is one of the most important and budget
allocated policy over the last three years of the present Government.
Review of Literature
Chaudhary (2015)in his study tried to find out the brief about Swachh Bharat Mission,
objectives, related health concerns and its role in environmental protection, it is a national level
campaign, recently launched by the Government of India is a major step towards the protection
of degrading environment. The objectives of the campaign include elimination of open defection,
conversion of insanitary toilets to pour flush toilets, eradication of manual scavenging and above
all to bring about a behavioral change in people regarding healthy sanitation practices and to
ensure public participation in achieving these objectives. Globally, India continues to be the
country with highest number of people practicing open defection. He observed that if Swachh
Bharat Mission (SBM) is implemented properly with all its stakeholders taking their respective
responsibilities, there is no wonder that one day India will become an open defection free
country.
Jangra&Majra (2016)in their paper accelerate the efforts of Swachh Bharat Mission to put
focus on sanitation. It is a SWOT analysis which is basic , analytical framework that assesses
what an organization can or cannot do, in the same time it also focus to find out its opportunities
and threats and what obstacle must be overcome or minimize to achieve desired results. The
present paper’s analysis is based on literature review of the subject. The findings of the study is
that main weakness are toilet construction without demand generation, opportunities the political
system, caste system and less focus on other aspects of sanitation. Some also observed from the
study such as waste management through biogas plants and providing scientific and visual proof
of disease transmission. Along these, there are some threats are also found by the study like
change in administration, sustainability of interest and finally change in mindset of people.
Badra(2015) in his present study attempts to find out the impact of the managerial push by the
government. It tries to find whether the impact is at many levels. The method which used is a
structured questionnaire administered to a set of 108 management students with random
technique in Maharashtra. According to author Cleanliness is the stark reality which the nation
cannot ignore any further. Clean initiatives are often seen as a Western way of life. It is therefore
important to peep into ancient Indian tradition to find that it was considered next to Godliness.
The findings are in consonance with Maharashtra Government plans to inculcate feelings of
patriotism through adoption of one village by every college affiliated to 18 Universities of the
state. The idea mooted to devote 100 hours per person per year on cleanliness is an extension of
the same premise. Initiatives from campus to corporate are a welcome step. Management trainees
today are future corporate leaders. It is important to sensitize them during their two year
management course.

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Tiwari(2016) Study was aimed at evaluating the impact of implementation of KayakalpYojna

across all the District Hospitals of the state of Chhattisgarh by assessing the improvement of
facilities in six thematic areas. It was an analytical census study assessing all 27 District hospitals
covered under this scheme during year 2015-16, source of data being public access reports
available on the official website of the Department of health & family welfare Chhattisgarh.
Kayakalpyojna (Award to public health care facilities) ,an incentivized approach was launched
as a component on Swachh Bharat Abhiyan by the prime minister of India on 2nd October 2014,
aimed at improving the Public health care facilities under six thematic areas including Hospital/
Facility Upkeep, Sanitation & hygiene, Waste Management, Infection Control, Supportive
services & Hygiene promotion. The results of study is that post implementation of Kayakalp
Scheme there was an average improvement of 18.26% in the total scores of the hospital out of
which Ten District hospitals showed gross improvement of more than 25% over their initial
score. Eight District Hospitals qualified for external assessment scoring above 70% on the
parameters of kayakalp Guideline.
Swachh Bharat Mission - Milieu & Objectives
Swachh Bharat Mission was launched on 2nd October, 2014 on the occasion of Gandhi
Jayanti to achieve “Clean India” by 2019. This mission is designed to be accomplished to mark
the 150th birth anniversary of Mahatma Gandhi, the Father of Nation. Prime Minister Mr.
Narendra Modi has taken the initiative with active involvement and said that “Clean India” was
the vision of Mahatma Gandhi and the government is trying and facilitating to achieve the same.
He led the mission by sweeping the pavement of Valmiki Sadan and Bapu Niwas. He has also
requested the people of our nation to be the part of the mission and to keep their surrounding
clean. He is looking forward for voluntary association of citizens and people’s participation in
the mission to make it a grand success. A large number of people have taken ‘sanitation pledge’
including our prime minister. The Ministry of Human Resource Development (HRD) had taken
the initiative to administer the sanitation pledge to its employees too.
Recently the Government of India (Ministry of Drinking Water and Sanitation) gave a
circular on 30th September, 2014 enlisting the features, broad guidelines and measures for
improvement of sanitation and cleanliness in India. Looking at the diversity and vastness of our
federal system, the Swachh Bharat Mission has been divided into 2 sub-missions:
1. Swachh Bharat Mission – Gramin
2. Swachh Bharat Mission - Urban
Swachh Bharat Mission (Gramin) will get the budgetary support from Ministry of
Drinking Water and Sanitation while Swachh Bharat Mission (Urban) will get the grants from
Ministry of Urban Development. The scheme for construction of toilet will be funded in ratio of
75:25 by the centre and state respectively. But special category states like Jammu & Kashmir,
North-Eastern states as Manipur, Assam etc. will get the funds in 90:10 ratios from centre and
state. Also the unit cost for individual household toilet has been increased from Rs. 10,000 to Rs.
12,000 in the restructured ‘Swachh Bharat Mission’ in order to provide water to toilets for hand
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washing and cleaning. Till date, housing provisions from Indira Awas Yojana (IAY) have been
provided but without toilet. In future, such provision needs to be amended where provision of
independent toilets shall be a part of the housing schemes Earlier MGNREGA also attached in
improvement of sanitation facilities in Gramin area. Now in lieu of all, matters related to toilet
construction and related issues needs to be taken care of by Swachh Bharat Mission only. The
government has decided to retain other components of Nirmal Bharat Abhiyan like Solid-Liquid
Waste Management (SLWM) & Community Sanitary Complexes (CSCs). In terms of fund
allocation, Solid- Liquid Waste Management will be funded at 75:25 shared by centre and state
respectively. The issues and nature of CSCs and its functioning are different from SLWM. Just
construction of Community Sanitary Complexes is not enough, its responsibility of ownership,
maintenance and cleanliness is very much important for its success. The success of CSCs
remains in the hand of management of Gram Panchayat and its efficiency. The cost of complex
will be shared in ratio of 60:30:10 by Centre, State and Community respectively.
Also in order to ensure greater efficiency and better management, the responsibility of
construction of school toilets has been transferred to the Department of School Education and
Literacy. Similarly construction of toilets in Anganwadi will be managed by Ministry of Women
and Child Development.
Provision of incentive for construction of Individual household latrines
Incentive of Rs.7200/- and 4800/- (i.e. in the ratio of 60:40) for each toilet , (Rs.10800/-
and Rs.1200/- i.e. in the ratio of 90:10 in case of North Eastern States, Jammu and Kashmir and
Special category States) is given by central and State Governments respectively to BPL
households and Identified Above Poverty Line (APL) households. Other APL households are
motivated to construct toilets with their own funds or using alternate financing mechanism
In order to ensure sanitation facilities in rural areas with the broader goal to eradicate the
practice of open defecation, a comprehensive programme called ‘Total Sanitation Campaign’
was launched by Rajiv Gandhi National Drinking Water Mission, Government of India to cover
all households with water and sanitation facilities and promote hygiene behaviour for overall
improvement of health and sanitation in rural areas. The programme is demand-driven and
people-centered based on the principle “From low to No subsidy”. A nominal subsidy in the
form of incentive is given to the rural poor households for construction of toilets. The key
intervention areas have been identified as Individual Household Latrines (IHHL), School
Sanitation & Hygiene Education, Community Sanitary Complex and Anganwadi Toilets. The
Scheme laid strong emphasis on Information, Education and Communication (IEC), capacity
building and hygiene education for effective behaviour change, with the involvement of PRIs,
Community Based Organizations (CBOs), NGOs, etc.
Table 1.The sharing of cost among the Centre, State and Beneficiary contribution
Govt. of India Govt. of Bihar
Category Beneficiary Total
Share Share

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IHHL 3,200 1,400* 900 5,500

School Toilet 24,500(70%) 10,500(30%) 0 35,000

Anganwadi Toilet 5,600(70%) 2,400(30%) 0 8,000

Sanitary Complex 1, 20,000(60%) 60,000(30%) 20,000(10%) 2,00,000

Solid Liquid Waste

70% 30% 0%
Management
Individual Household Latrines (IHHL)
The main objectives are as under:
• To Bring about an overall improvement in the general quality of life in the rural areas
• To Accelerate sanitation coverage in rural areas
• To felt-demand for sanitation facilities through awareness creation and health education
• Elimination of open defecation, to minimize risk of contamination of drinking water sources
and food
• Conversion of dry latrines to pour flush latrines and eliminate manual scavenging practice,
wherever in existence in rural areas.
Table .Construction of Individual Household Latrine (IHHL)
Unit Cost and Type Design
Unit Cost for each Individual Household Latrine
1. Central Share* Rs. 3,200/-

2. State Share Rs. 1,400/-

3. Beneficiary Contribution Rs. 900/-

Unit cost under NBA Rs. 5,500/-

4. Assistance from MGNREGS Rs. 5,400/-

Total Unit Cost Rs.10,900/-

The Type Design for the construction of IHHL, detailed estimate and Ready Reckoner of Labour
component for toilet leach pit/septic tank and model Nominal Muster Roll (NMR) is used for
construction of each IHHL.

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Eligibility for availing incentive/ assistance under SBA for construction of IHHL

• Below Poverty Line (BPL) Household;

• Above Poverty Line (APL) households are restricted to SCs/STs, Small and Marginal
farmers, Landless labourers with homestead, Differently Abled and Women headed
households. Households under these categories should be identified by a Committee
comprising of Block Development Officer (Village Panchayats), Deputy Block
Development Officer (Adi-Dravidar Welfare) and Village Panchayat President concerned
and the list prepared by the Committee should be approved by the Grama Sabha;
• All houses constructed under Indira AwaasYojana (IAY) or Chief Minister’s Solar
Powered Green House Programme or any other Central/State housing scheme shall also
be eligible for IHHL under Swachh Bharat Abhiyan.

However, the households which have availed the benefit of IHHL under SBA or households that
already have a toilet shall not be eligible for assistance /incentive.
Peoples’ Movement and Public Awareness
Post-independent era, India had started a lot of schemes and initiatives on sanitation for
the well being of people through public provisioning, financial support and coordination among
various stakeholders. But with special interest and involvement of our Prime Minister
Mr.Narendra Modi, Swachh Bharat Mission has got a momentum where public; politician,
corporate house and government officials are involved. Swachh Bharat Mission becomes
peoples’ movement and lunched on the birth anniversary of Mahatma Gandhi who had been a
supporter of sanitation in India. Prime minister has addressed the nation to support the mission to
achieve complete cleanliness or samporna swachhata in India. He has emphasized on
construction and maintenance of toilet and its uses. Also request the people to keep public places
and their surroundings clean. He said that sanitation is not about construction of toilet rather the
change behaviour and mindset of the people in view of better sanitation. He requested people to
work for 100 hours in a year or 2 hours in week to contribute in the cleanliness drive as a
volunteer.
PRESENT STATUS OF SWACHH BHARAT ABHIYAN IN INDIA

With the Swachh Bharat Mission completing five years on October 2, how far has rural and
urban India come in increasing new toilet coverage and becoming open defecation free
Eight Years Ago. The 2011 Census showed that over half the country had no toilet and the share
of households without toilets had decreased by just 10 percentage points in a high-growth decade
(2001-2011).

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The multi-pronged approach of the SBM broadly includes community participation;

flexibility in choice of toilets depending upon requirement; building institutional capacity of
districts for change; instilling behaviour change by incentivizing the performance of State-level
institutions; encourage CSR contribution; and use of technology and social media to keep check
on the Mission’s progress.
Since 2014-15, a total of Rs 51,314 crore has been allocated for SBM, out of which 95.3
per cent has been released. This funding of the program, according the Survey, has covered 98.9
per cent of India and 9.9 crore toilets have been built in the country till October 2019.
Open Defecation Free Villages
Besides the aim to provide each household with a toilet, a major focus of the SBM has
also been to make villages Open Defecation Free (ODF). “As on May 29, 2019, 5,61,014
villages (93.41 per cent), 2,48,847 gram panchayats (96.20 per cent)- 6,091 blocks (88.60 per
cent) and 618 districts (88.41 per cent) have been declared ODF,” reads the survey.
The survey has linked the success of ODF to greater access to Individual Household
Latrines (IHHL) in 2018-19 as compared to 2014-15. The Mission gave an incentive of Rs
12,000 for the construction of household toilets.
The success of this programme was measured by the survey via the change in behaviour
towards sanitation and hygiene.“The National Annual Rural Sanitation Survey (NARSS) 2018-
19, conducted by an Independent Verification Agency (IVA) has found that 96.1 per cent of
households had access to toilets during the survey period,” it stated. In addition to this, the
NARSS also found that 96.5 per cent of households in rural India that had access to a toilet used
them.
Impact
The survey also assessed the success of SBM from the gains that actions under the
scheme had on various socio-economic outcomes of the rural populace. To gauge the impact of
the SBM, the survey tracked the number of diarrhoea and malaria cases in children below 5
years, still birth and low birth weight cases between March 2015, when SBM was implemented
and March 2019, when most districts in India had IHHL coverage of 100 per cent. It was found

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that wherever IHHL coverage was low, the community suffered more from the above ailments
than the districts with high IHHL coverage. This indicates that sanitation and hygiene is the
primary reason for these health problems in the country, the survey noted.
The survey also mentions a UNICEF study on behalf of the Ministry of Drinking Water
and Sanitation which assessed the socio-economic benefits of the SBM.It suggested that when
“costs and benefits are compared over a 10-year time period and when 100 per cent of
households in a community use a toilet, the financial savings exceed the financial costs to the
household by 1.7 times, on average”.
Tourism:
India is a land of cultural heritage and rich history. Tourism generates around 6.6 percent
of India’s GDP and 39.5 million Indians are directly employed in this sector. The biggest
limitation for India to promote tourism is cleanliness. Foreign tourist are very particular about
hygiene and cleanliness. Swachh Bharat Mission will help in generating employment through
tourism and boost India’s GDP.
Clean Technology:
Gradually focus on cleanliness and hygiene will shift focus towards use of clean
technology i.e. non-pollution in nature. It will involve use of bio-degradable fuel and products.
Any shift toward clean technology will have positive ripple effect on entire economy. New
technology brings new set of employment opportunities like in case of Information Technology.
Focus on new technology will lead to new skill development for innovation thus help in
generating new employment/ entrepreneurial opportunities for India’s youth. India can become
hub of clean technology for entire world. Swachh Bharat Mission should not be linked only to
cleanliness and hygiene but it has larger objective of putting India in the League of Nations
working towards technological development for future.
Individual Productivity:
Healthy Body results in Healthy mind which is directly proportional to Productivity of an
individuals. Swachh Bharat Mission will leads to Healthy India which in turn increase
productivity of Indians. Developed countries are live example of how healthy citizen can help in
increasing per capita GDP of the country.
Foreign Direct Investment:
As per current economic conditions, India urgently need Foreign Direct Investment
(FDI). India inspired from Singapore which undertook similar cleanliness drive from 1977 to
1987. It helped Singapore to attract FDI. Hope Swachh Bharat Mission will do the same wonder
for India.
Health:
Poor hygienic and cleanliness are the two major causes of illness. Swachh Bharat Mission
will have positive impact on India’s health care sector. According to recent study by WHO, Due
to lack of hygienic conditions and lack of cleanliness there is a loss of RS.6500 every year to

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each Indian. In short, there is a loss of Rs.26000 every year for a family of four people. Swachh
Bharat Mission will plug this loss and will help to ease burden on existing health care facilities.
Suggestions
• Although state will make their own sanitation strategy still they have to adhere to the norms and
follow the mission objectives. Besides, central government will award as well as incentivize
states on the basis of their performance. To trigger this process, the central government will
support the states in terms of technology and fund allocation.
• Also change in behaviour of public is important. For instance, many people even though
provided with sanitation facilities at their respective houses, they still defecate in open areas. The
scheme tends to not only emphasize on construction but also the maintenance as well as spread
of awareness. Thus civilizing people by spreading of awareness and supporting them financially,
technologically and educating them are imperative for achieving 360 degree behavioural change
• At a time when the country is riding high on Swachhata Abhiyan, the Ministry can take
advantage of the opportunity of converging the various schemes and funds available
forcleanliness to improve the cleanliness of tourist cities and can give more focus on sanitation,
hygine, health wellbeing which in turn would add itself to economy. It appears that there is lack
of guidelines and lack of adherence to rules on the minimum cleanliness levels to be maintained
at the tourist spots.
Conclusion
A better and healthier tomorrow is not only the government’s responsibility but a
collective duty to be shared by all the citizens of the nation. Proper sanitation provisioning is a
step towards a better hygienic environment. It’s a step taken by Government of India, if not new,
is definitely a step to create awareness and encourage people’s participation towards
achievement of goals of total sanitation for all. It’s a kind of civic mission for providing service
to nation, driven by patriotism and participation rather than politics. Thus success of this mission
is not only the responsibility of the workers engaged in sanitation work or program but is rather
the responsibility of each individual of our nation. If each and every individual and
institution/organisation should try their best to keep their immediate surrounding clean, then
definitely the dream of “Clean India” could be achieved. Swachh Bharat would therefore make
a significant impact on public health, and in safeguarding income of the poor, ultimately
contributing to the national economy.
References
1. Choudhary, D. M. (2015). Swachh Bharat Mission: A Step towards Environmental Protection.
National Seminar on Recent Advancements in Protection of Environment and its Management
Issues
2. Jangra, B. (2016). Swachh bharat abhiyan (clean India mission): SWOT analysis. International
Journal of Community Medicine and Public Health, 3 (12 ), 3285-3290.
3. Badra, D. S.& Sharma, V. (2015). MANAGEMENT LESSONS FROM SWACHH BHARAT
MISSION. International Journal of Advance Research In Science And Engineering, 4 (1).
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4. Tiwari, A. & Tiwari, A.(2016). Kayakalp: Impact of Swachh Bharat Abhiyan on cleanliness,
infection control & hygiene promotion practices in District Hospitals of Chhattisgarh, India.
IOSR Journal of Environmental Science, Toxicology and Food Technology, 10 (9), 55-58.
5. Economic survey 2017-18 report

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FISHER WOMEN SELF HELP GROUPS

*S.Veniswari
Research Scholar, Reg No: 18132211012004
Department of Commerce
Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli – 12, Tamilnadu.
**Dr. B. Revathy
Professor, Department of Commerce
Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli – 12, Tamilnadu.
ABSTRACT
Microcredit for self-help groups is fast emerging as a promising tool of promoting
income-generating enterprises for reaching the 'unreached' for credit delivery in rural areas,
particularly the women who are often considered to have very low net worth for availing any
credit facilities from the formal financial institutions, the banks. The primary data was
collected from 725 fisher women representing 41 SHGs in five coastal villages selected
randomly from Thoothukudi and Tirunelveli districts. The fisherwomen SHGs were found to
have regularly contributed to the savings and had paid the instalments towards repayment of
loans taken from the group. The repayment rate was exemplary, often exceeding 90-95 %,
against which repayment rate of credit advanced for commercial and industrial purposes is
not only far way behind but often dismal. Out of the 41 SHGs, 27 SHGs received RFA (i.e.
61 %) from the banks. The study showed that out of 41 SHGs, 25 SHGs fisherwomen SHGs
(61 %) received Rs. 1,91,300 and Rs.3,50,000 towards RFA in Thoothukudi and Tirunelveli
districts,. Out of 19 fisherwomen SHGs, 17 fisherwomen SHGs (89.5 %) are engaged in
economic activities. The study concludes that contrary to the common belief that poor women
are not creditworthy, they are far more creditworthy, honest and most importantly 'bankable'.
This study showed that the SHGs did play a positive role in helping the fisherfolk in their
socio-economic development, emancipation and empowerment.
KEYWORDS: Microfinance, Fisherwomen, SHGs, Issues, Savings.
INTRODUCTION:
The year 1975 was announced as "Year of women" by the United Nations. Since then,
there has been increased concern of women's suffering and their empowerment in the society.
The UNDP's Human Development Report 2003 speaks about the millennium development
goals. It lists eight goals out of which the third goal to be achieved is gender equality and
empowerment of women. Empowerment means becoming powerful. The Dictionary of social
work defines empowerment as the theory concerned with how people may gain collective
control over their lives to achieve their interests as a group. The World Bank decided
acknowledgement as 'the action of developing the capacity of individuals or groups to make
choices and to transform these choices into desired actions and outcomes. The Global
conference on women empowerment, 1988 brighten empowerment as the surest way of
making women partners in development. The Food and Agricultural Organization (FAO) has
also emphasized on strengthening and motivating women at the grassroots. These can be

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achieved by infusing in them a strong, positive, self-image, critical thinking, group cohesion,
decision making and equal participation.
The main objective of the formation of Self Help Group is to strengthen the co-
operative movement by utilizing the resources available in the area. To achieve this objective,
SHG makes its members from the same locality and the same income group who join
together to live with dignity. As a holistic group, SHGs accept many social and economic
objectives like inculcating the habit of saving and banking among the rural women, building
up trade and confidence between the rural women and the bankers, developing group activity
to implement various welfare and development programmers in a better way and to achieve
women and child welfare goals by actively involving these women groups in universal
immunization programmers, small family norms and universal elementary education.
Women in India constitute about 50 % of the total population and comprise one-third
of the labour force. In India, of the total populace of 5.4 million active fishers, 3.8 million are
fishermen and 1.6 million are fisherwomen. The major activities in which women's
contribution can be noticed throughout the country are fish processing and marketing,
aquaculture, research, development and education. The involvement of women in these
activities generates supplemental income to support their families. Microcredit for self-help
groups is fast appearing as an auspicious tool of promoting income-generating enterprises for
reaching the 'unreached' for credit delivery in rural areas, particularly the women who are
often considered to have very low net worth for availing any credit facilities from the formal
financial institutions, the banks. Microcredit is also considered as the vehicle for achieving
empowerment of the women, in all spheres viz., social, cultural, political and economic. It is
a way of self-sustenance without looking for financial help.
CONCEPT OF SELF HELP GROUPS:
SHGs are economically homogenous affection associations of rural-urban poor,
voluntarily built to save and contribute to a common fund to be lent to its members as per
group decision and for working together for coal and economic uplift of their families and
their communities". In recent times, self-help -groups are emerging as an alternative group.
MICROCREDIT IN INDIA:
The Self Help Groups (SHGs) emerged as a component of the Indian financial system
after 1996. They are small, informal and homogenous groups of not more than 20 members
each. The size of 20 has been made mandatory because any group larger than this has to be
registered under the Indian Societies Registration Act. Also, the repayment rate tends to be
lower in large groups as the magnitude of the free-rider problem and the propensity to default
is high in heterogeneous groups. The present availability of credit for women in India is from
the following sources:
✓ Formal credit structure which represents banks, co-operatives, Regional Rural banks and
other financial institutions like NABARD, SIDBI (through NGOs), etc.
✓ Quasi informal which represent linkage between banks and Self Help Groups, providing bulk
financing for NGOs for lending to set up of a National credit fund for women by Government
of India (Rashtriya Mahila Kosh).

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✓ Informal credit from relatives, money lenders, wholesalers, Self-Help savings and Credit
groups of women.
✓ Women Development Corporation providing loans for margin money, training and assistance
in arranging credit.
BENEFITS OF LINKAGE TO THE BANKS:
The banks achieve a better and wider coverage of the weaker sections in rural areas in
a cost-effective manner. Due to the externalization of items of the credit cycle, there is a
reduction in transaction costs and consequent increase in profits. Banks get substantial
deposits in the form of small savings of SHG members. On account of nearly 100 per cent
recovery of loans given to SHG, there is improvement in recovery percentage. Further, the
banks can mobilize deposits from so far untapped sections of the rural population. SHG
financing is one of the most advantageous propositions for the bank. Banks achieve targets of
development works easily through financing of SHG.
Role of Financial Institutions A vast number of SHGs have been formed in recent
years, as self-reliant autonomous, local financial intermediaries through NGOs, Government
agencies and banks. About 90 per cent of these groups are women groups which have proven
to be better savers, borrowers and investors. SHG banking seems to be rewarding and
relatively risk-free, a message that has seemingly convinced the banks. This is probably the
world's largest and most successful microfinance programmed for the rural populace and is
unique in its emphasis on self-reliance and the local autonomy of the poor. The banking
sector performs a crucial task in both direct and indirect financing of SHGs and within the
banking sector. The role played by the various banks such as Pandyan Grama Bank (PGB),
Indian Bank, Indian Overseas Bank, ICICI and Canada Bank in promoting saving credit
programmed in coastal villages in Thoothukudi and Tirunelveli districts has been significant.
The PGB plays the dominant role in SHG financing programmer and remains perhaps the
foremost Regional Rural Bank (RRB) in micro-financing in the country for many years.
Microcredit is a priority in the PGB portfolio management and it seems to have realized the
business potential in rural areas. When its Satankulam branch slipped into the red, it was
large-scale micro-financing that enabled the branch to make a turn - around towards profit.
Recently, even banks such as ICCI bank and State Bank of India are making a special drive
for microcredit. Gone are the days when these banks frowned upon microcredit as a peanut
business, something untouchable for them. Today the scene is different. Yet an intensive
drive for microcredit adopting a holistic approach is needed as the response of the banks is
not matched with the demand for microcredit which has a very high repayment performance.
ROLE OF NGOS IN PROMOTING SHGS:
There is no doubt about the fact that elimination of poverty to an appreciable extent
seems to be manageable only by Government Sector, There are many areas where it is very
difficult for the government sector to intervene efficiently. They need collaboration and co-
operation from other non-governmental institutions. For creating opportunity, facilitating
empowering and providing security to the poor it requires a very wide network compressing
several factors. Here arises the role of non-governmental organizations in diverse fields to
fight against poverty. Because NGOs are the agencies set up by self-effacing individuals who
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wish to make their contribution to making life better for their brethren in society, their motto
is selfless service in their chosen area. In a vast country of a billion-plus like India, it is just
not possible or feasible for the government to live up to its promise of a truly welfare state.
There are vast areas concerning development and welfare that the uncovered due to paucity
of funds. It is in this scenario that NGOs step in and advocate their existence in India. Today,
in India, there are 15,000 registered NGOs and many more non-registered unofficial groups.
These organizations have impressed the lives of an estimated number of 15 million persons.
According to international estimate, 100 million persons have been helped worldwide by
NGOs of one sort or another. These NGOs all over the world help in the alleviation of the
problem of unemployment and underemployment among the poor. Recognizing the strengths
of NGOs in organizing the community and the potential in savings and credit programmes,
NABARD has involved itself in associating with NGOs.
NGOs, MYRADA in Karnataka and SEWA in Gujarat are the forerunners in India.
SEWA has promoted a co-operative bank exclusively for women and is engaged in financing
income-generating activities of women. The Working Women's Forum (WWF), Chennai has
coordinated woman co-operative societies for pursuing income-developing activities and
facilitating the empowerment of women. Attempts have also been made to duplicate
Bangladesh Grameen Bank model by SHARE in Andhra Pradesh and RDO in Manipur
STATEMENT OF THE PROBLEM:
"Women presents fifty per cent of the people, makeup thirty per cent of the formal
labour force, execute sixty per cent of all engaged hours, receive ten per cent of the world's
earnings and own less than one per cent of the world's property". They share multiple
responsibilities and perform important roles as products of food, managers of natural
resources, earners of income and caretakers of household affairs. Moreover, they are the
active agents of change, the dynamic promoters of social transformation, and play a vital role
in shaping the destiny of future generations. Yet, in the gendered social formations, they are
placed below the hierarchy of men. They experience multi fold, subtle and open forms of
discrimination throughout their lives. Women in general face distinct types of discrimination
and it gets reflected in mortality rate, birth, basic needs, opportunities, and employment,
ownership and living conditions. Gender differentiation, today, appears to be one of the most
pervading forms of discrimination. Resistances against marginalization and attempts to
empower them have become common since the turn of the twentieth century. Empowerment
increases their access to resources and power.
REVIEW:
❖ Panda (2009) in his article titled 'Participation in the Group Based Microfinance and its
Impact on Rural Households: A Quasi-experimental Evidence from an Indian State' he stated
that microfinance based group involvements had led a positive impact in downtrodden
villagers in Orissa after the socio-economic development.
❖ FAO (2006) published in New Directions in Fisheries - A Series of Policy Briefs on
Development entitled 'Microfinance Helps Poverty reduction and fisheries Management –
policies to support Microfinance, Livelihoods and Resources Management', says that
partnership existing between fisheries-sector stakeholders, MFIs and providers of social
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service can make significant contributions to eradicating poverty and also to responsible
fisheries.
OBJECTIVES OF THE STUDY
➢ To discuss the formation of women SHGs in Thoothukudi District.
➢ To analyze the characteristics of the sample SHG members and their family profile.
➢ To give suitable suggestions based on the findings of the study.
METHODOLOGY:
Designing a suitable methodology and selection of analytical tools are important for a
meaningful analysis of any research problem. In this section, an attempt is made to prepare a
methodology of the present study. It includes sample design, period of study, collection of
data, method of analysis and tools of analysis.
SAMPLE DESIGN:
Thoothukudi district of Tamil Nadu was chosen for the present study. Multistage
random sampling technique was used in the study to select sample members of SHGs in the
selected taluks of Thoothukudi District. There are eight taluks in this district, two taluks
namely Thoothukudi which comprises mostly town area and another, Thiruchendur which
comprises mostly rural area have been selected for primary data collection. Total of 300, 150
each from Thoothukudi and Thiruchendur taluk were selected randomly by adopting a simple
random sampling method.
SIGNIFICANCE OF STUDY:
The role of Self – Help Groups is very significant in the present day context both in
motivating women to save at least some money regularly and to use that amount as the
investment in income-generating activities. Thus, SHG may be rated as the most successful
anti-poverty programmers. Since so much is being said about the programmers and
contribution to women's empowerment and the expectation continues to be high, the need for
an analysis at the present status of women has been felt. Thus, women empowered by
economic independence can contribute to society and, at the same time, improve their
standard of living.
DEFAULT IN LOAN REPAYMENT:
Some of the SHGs in the coastal villages faced the problem of default in loan
repayment. Loan repayment problem occurred due to unemployment in marine fishing and
due to their low level of income, their basic amenities were not fully fulfilled. So,
fisherwomen savings also got affected which in turn constrained repayment.
MARKETING PROBLEMS OF SHGs:
Fisherwomen SHGs faced the problem of marketing their products. Lack of marketing
strategies, no liaison with other SHGs in interior urban markets, lack of imagination and co-
ordination had constrained their marketing efforts. Unless it is sorted out, fisherwomen would
not be able to enlarge their economic activities which do not augur well in the long run as it
would adversely affect the very sustainability of the SHGs. The Tamilnadu government, for
example, had started an e-Bazar (web-based marketing of SHG products and services) but its
reach and coverage of far, remote coastal villages is limited. All District Rural Development
Agencies (DRDAs) have either built or provided a place for display and marketing of SHG
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products in district headquarters. Canada Bank has established such a facility at its
Sankarankoil branch. Similar efforts on a wider basis and coverage are required. Also, the
SHGs need to be trained in aggressive,
✓ Microcredit interest rate should be reduced. ™
✓ Loan repayment instalment term should be increased. ™
✓ Flexibility in loan repayment to suit the change in their occupation structure and varying
levels of income and savings. ™
✓ Providing subsidy loan for fisherwomen SHGs for innovative projects. ™
✓ Providing self-employment loan for individual SHG members.

THE SUCCESS FACTORS OF FISHER WOMEN SHG:

❖ Close interaction among the members.
❖ Unity and collective efforts in their aims (our) goals.
❖ Self-confidence.
❖ Financial independence.
❖ Personality development.
❖ Greater awareness about useful skills and various government programmers.
❖ Changed attitude for better living.
❖ Emphasizing psychological empowerment and awareness generation.
❖ Information sharing and motivation.
❖ Ability to solve community problems.
❖ Arresting alcoholism in their localities.
❖ Greater participation in family decision making.
❖ Improved family income.
CONCLUSION:
The Formation of SHG programmed for women helped them to get out of their
fetters, enhancing their social and economic activities as well as empowering in the social,
economic and domestic decision-making process. The scheme has enhanced the income of
the respondents, assets creation, employment, generation and has augmented the level of
empowerment in socio-economic and decision-making process. Thus it may be concluded
that the SHG scheme is expected to pursue its coverage more than the predicted estimate in
the forthcoming years.
REFERENCES:
1. panda debadutta Kumar, "participation in the group based microfinance and its impact on
rural households: a quasi-experimental evidence from an Indian state", global journal of
finance and management, ISSN 0975 - 6477 volume 1, NUMBER 2 (2009), PP. 171-183,
RESEARCH INDIA PUBLICATIONS, 24. 05. 2010.
2. Food and agriculture organization of the United Nations, "microfinance helps poverty
reduction and fisheries management – policies to support microfinance, livelihoods and
resources management. New directions in fisheries – a series of policy briefs on development
issues, no. 04. Rome. 8 pp.," ISSN 1817-2679, 2006, 01.09.2010.

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STRESS MANAGEMENT-A CONCEPTUAL FRAMEWORK

DEVI SATHYA.V
Research Scholar (Full time), Reg No:20114011012001
Department of Commerce, Manonmaniam Sundaranar University, Abishekapatti
Tirunelveli-12, Tamilnadu

Dr.B.REVATHY
Professor, Department of Commerce
Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli-12, Tamilnadu

ABSTRACT
Stress management is not about learning how to avoid or escape the pressures and
turbulence of modern living; it is about learning to appreciate how the body reacts to these
pressures, and about learning how to develop skills which enhance the body’s adjustment. To
learn stress management is to learn about the mind-body connection and to the degree to which a
person can control health in a positive sense. Stress in an individual is defined as any
interference that disturbs a person's health i.e. mental and physical well being. It occurs when the
body is required to perform beyond its normal range of capabilities. The results of stress are
harmful to individuals, families, society and organization. Stress has become the core concern in
the life of everyone, but still everybody desires stress-free life. Stress is a subject which is hard
to avoid. The primary objectives of this study are to assess stress management and to analyze the
causes, effects and consequences of stress.
KEYWORDS: stress management, individuals, families, society health, consequences.
INTRODUCTION
Stress affects everyday life, when people reach out for help, they often deal with
circumstances, situations and stressors in their lives that leave them feeling emotionally and
physically overwhelmed. Many people feel that they have very little resources or skills to deal
with the high levels of stress they are experiencing. Stress arises out of any situation or thought
that makes a person feel frustrated angry or anxious. Everyone sees situations differently and has
different coping skills. For this particular reason, no two people respond exactly the same way to
a given situation. Stress is a normal part of life. A low level of stress is good; it can motivate a
person and helps to become more productive. However, too much stress, or a strong response to
stress can be harmful. Everyone may be motivated and invigorated by the events in their daily
lives, or they may see some as ”stressful” and respond in a manner that may have a negative
effect on physical, mental and social well-being.
OBJECTIVES
❖ To analyze the factors that lead to stress.
❖ To identify the different kinds of stress.

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❖ To understand the causes, signs and symptoms of stress.

STRESS: Stress involves interaction of persons and the environment. Stress is an adaptive
response to an external situation that results in physical, psychological, and/or behavioral
deviations for organizational participants. The physical or psychological demands from the
environment that cause stress are called stressors.
Pressure at the workplace is unavoidable due to the demands of the contemporary work
environment. Pressure perceived as acceptable by an individual, may even keep workers alert,
motivated, able to work and learn, depending on the available resources and personal
characteristics. However, when the pressure becomes excessive or otherwise unmanageable it
leads to stress. Stress can damage organizational workers’ health and performance.
TYPES OF STRESS
a. Time Stress: This is where persons do not have enough time to complete all the allotted duties
to them. Such persons are anxious and are bothered by the number of things they are supposed to
do. Therefore they worry and fear that they will, at some point, fail to do something important.
Employees under this type of stress worry about target and most of the time rush to avoid being
late.
b. Anticipatory Stress: This explains the stress that employees experience regarding the future.
The basic foundation is that workers naturally worry about the fact that something might go
wrong in the near future.
c. Situational Stress: Situational stress occurs when individuals are in a threating situation over
which they have no control. Mostly, this occurs due to a crisis that happens in the organization.
Such situations may involve a conflict of interest, loss of acceptance or change in the status of an
individual group.
d. Encounter Stress: This type of stress revolves around individuals. People get stressed when
they are anxious about interacting with a particular group of individuals or a particular person,
especially physicians and social workers are very familiar with this kind of stress because of the
kinds of people they deal with.
CAUSES OF STRESS
There are numerous conditions in which people may feel stressed. Conditions that tend to
cause stress are called Stressors. Although, even a single stressor may cause stress like death of
near ones, usually stressors combine to press an individual in a variety of ways until stress
develops. The various stressors can be grouped into four categories:
1. Individual Stressors
2. Group Stressors
3. Organizational Stressors
4. Extra organizational Stressors

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1. Individual Stressors: There are many stressors at individual level which may be generated in
the context of organizational life or personal life. Following are the main factors which cause
stress to individuals:
• Job concerns
• Career changes due to promotion or transfer
• Economic problems due to low earnings
• Changes in life structure
• Increase in responsibility,
• Personality.
2. Group Stressors: These group stressors can be categorized into two kinds they are as follows:
1. Lack of group cohesiveness: Starting with the historically famous Hawthorne studies, it has
become very clear that cohesiveness, or “togetherness”, is very important to employees,
especially at the lower levels of organizations. If an employee is denied the opportunity for this
cohesiveness because of the task design, because the supervisor does things to prohibit or limit it,
or because the other members of the group shut the person out, the resulting lack of cohesiveness
can be very stress-producing.
2. Lack of social support: Employees are greatly affected by the support of one or more members
of a cohesive group. By sharing their problems and joys with others, they are much better-off. If
this type of social support is lacking for an individual, the situation can be very stressful. There is
even research indicating that the lack of social support is so stressful that it accounts for some
health issues.
3. Organizational Stressors: Besides the potential stressors that occur outside an organization,
there are also those associated with the organization itself. Although, an organization is made-up
of groups of individuals, there are also more macro-level dimensions, unique to the organization
that contains potential stressors. These macro-level stressors can be categorized as follows:
• Administrative policies and strategies,
• Organizational structure and design,
• Organizational processes, and
• Working conditions.
4. Extra Organizational Stressors: Although most of the analyses on job stress, ignore the
importance of outside forces and events, it is becoming increasingly clear that these have a
tremendous impact. Taking an open-system perspective of an organization (i.e., the organization
is greatly affected by the external environment) it is clear that job stress is not limited just to
things that happen inside the organization, during working hours, Extra-organizational stressors
include:
• Societal/technological change
• Globalization
• Family

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• Re-location
• Economic and financial conditions
• Race and class, and
• Residential or community conditions.
SIGNS AND SYMPTOMS OF STRESS
It is important to learn how to recognize when stress levels are “out of control” or having
an adverse effect. This signs and symptoms of stress overload can be almost anything. Stress
affects the mind, body, and behavior in many ways, and each individual experiences stress
differently.
Three common ways that people respond when they are overwhelmed by stress are:
1. An angry or agitated stress response. A person may feel heated, keyed-up, overly emotional, and
unable to sit still.
2. A withdrawn or depressed stress response. A person shuts down, space out, and show very little
energy or emotion.
3. Both tension and frozen stress response. Many “freeze” under pressure and feel like they cannot
do anything. They look paralyzed, but under the surface they may feel extremely agitated.
The following are some of the common warning signs and symptoms of stress. The more signs
and symptoms one notices in one, the closer might be the feeling of stress overloaded.
COGNITIVE SYMPTOMS: Cognitive symptoms however occur when the stress is entirely ‘in
the mind’ and this means it can be caused simply but ‘remembering’ what caused the stress.
Fortunately though, the cognitive nature of stress can be good because it means that it can
remove the stress by changing the way one thinks about it. So too stress can be dealt by changing
in the present way a person perceives it.
➢ Memory problems.
➢ Inability or difficulty concentrating.
➢ Seeing only the negative.
➢ Anxious, racing, or ruminating thoughts.
➢ Constant worrying.
EMOTIONAL SYMPTOMS: Emotional symptoms can be positive or negative and can come
from within or a reaction to the environment. Emotional changes can be normal or temporary
responses to events; however, disproportionate, extreme, persistent or unstable emotional
reactions may indicate underlying disorders. Emotional symptoms can cause legal or financial
problems, relationship difficulties, and problems at home, school or work.
➢ Moodiness.
➢ Irritability or short-tempered.
➢ Agitation, inability to relax.
➢ Feeling overwhelmed.
➢ Sense of loneliness or isolation.
➢ Depression or general unhappiness.
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PHYSICAL SYMPTOMS: Any feeling of illness or physical or mental changes that is caused
by a disease results in stress. Muscle aches and fever are symptoms of the flu, a symptom is also
a situation or problem that seems to represent a more serious and general problem. This endless
debate is a symptom of the lack of confidence.
➢ Aches and pains, muscle tension.
➢ Diarrhea or constipation.
➢ Nausea, dizziness, or butterflies in the stomach.
➢ Chest pain or rapid heartbeat.
➢ Loss of sex drive.
➢ Frequent colds.
➢ Shallow breathing and sweating.
BEHAVIORAL SYMPTOMS: Behavioral symptoms can occasionally result from serious
medical conditions that can have life-threatening complications. Behavioral symptoms may
accompany other symptoms that vary depending on the underlying disease, disorder or condition.
Conditions that frequently affect behavior may also involve other body systems.
➢ Eating more or less.
➢ Sleeping too much or too little.
➢ Isolating from others.
➢ Procrastinating or neglecting responsibilities.
➢ Using alcohol, cigarettes, or drugs to relax.
➢ Nervous habits (nail biting, pacing).
It should be kept in mind that the signs and symptoms of stress also can be caused by other
psychological and medical problems. If a person experiences any of the warning signs of stress,
it’s important to see a doctor for an evaluation. The doctor can help to determine whether or not
the symptoms are stress related.
STRESS MANAGEMENT: Stress management is the ability to maintain control when
situations, people, and events make excessive demands. Managing stress is all about taking
charge of employee’s thoughts, emotions, schedule, environment, and the way they deal with
problems. The ultimate goal is a balanced life with time for work, relationships, relaxation, and
fun and the resilience to hold-up under pressure and meet challenges head on. Stress
management is the best way to manage anxiety and maintain overall well-being.
UNIVERSAL STRATEGIES: THE 4 A’S OF STRESS MANAGEMENT
1. Avoid unnecessary stress.
▪ Learning how to say no in some situations.
▪ Take control of the situation.
2. Alter the situation
▪ Expressing feelings instead of bottling them up.
▪ Being self-assured.
3. Accepting
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▪ Talking with someone.

▪ Forgive.
4. Adapt to the stressor
▪ Reframing problems.
▪ Focusing on the positive.
COPING STRATEGIES FOR STRESS
Stress is inevitable in human life. There is, therefore, no way out but to cope with
stress or fight it out. There are two strategies that can help the employees to cope with stress:
1. Coping strategies at organizational levels,
2. Coping strategies by individuals,
Coping Strategies at Organizational Level
Some of the prominent organizational level strategies to manage stress are as follows:
i. Organizational Role Clarity: People experience stress when they are not clear about what they
are expected to do in the organization. This may happen because either there is ambiguity in the
role or there is a role conflict. Such a situation can be overcome by defining each role more
clearly.
ii. Job Redesign: Job may be a source of stress to many individuals. Properly-designed jobs and
work schedules can help ease stress in the individuals and the organization.
iii. Stress Reduction and Stress Management Programs: Stress reduction programs aim to
identify relevant organizational stressors and thus to reduce their effects by redesigning,
recollecting workloads, improving supervisory skills, providing more autonomy or job variety,
etc. Stress management schemes usually focus on training individual employees or their work
groups, to manage their stress symptoms in more effective ways.
iv. Collateral Programs (Personal Wellness): Organizations have adopted stress management
programs, health promotion programs, career development programs, counseling and other kinds
of programs for the well being of the employees.
v. Supportive Organization Climate: Many organizational stressors emerge because of faulty
organizational policies and practice. To a great extent, these can be controlled by creating
supportive organizational climate. The focus is primarily on participation and involvement of
employees in decision-making process.
vi. Counseling: Counseling is a discussion of the problem by a counselor with an employee, with a
view to help the employee for a stress free life. Counseling seeks to improve employee’s mental
health by the release of emotional tension which is also known as emotional catharsis.
Coping Strategies by individuals: Strategies that individuals can use to overcome stress are
i. Relaxation: Coping with stress requires adaptation. Proper relaxation is an effective way to
adapt. Relaxation can take many forms. It has been observed that people’s attitudes toward a
variety of workplace characteristics improve significantly following a vacation. People can also
relax while on the job. A popular way of resting is to sit quietly with closed eyes for about ten
minutes every afternoon.
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ii. Time Management: Time management is often recommended for managing stress. The idea is
that many daily pressures can be eased if a person does a better job by managing time. One
popular approach to time management is to make a list every morning of the things to be done
that day.
iii. Role Management: Under this, the individual works to avoid should be listed such as role
overload, role ambiguity and role conflict. For example, if a worker does not know what is
expected of him, he should ask for clarification from his boss. A worker should accept extra
work if he feels that he would be able to do that.
iv. Meditation: Another way to reduce stress is meditation. Meditation involves quiet, concentrated
inner thought in order to rest the body physically and emotionally. It helps to remove a person
from stressful world temporarily.
v. Support Group: It is a group of friends or family members with whom a person can share his
feelings. Supportive family and friends can help people cope with routine types of stress on an
ongoing basis.
GOLDEN RULES FOR STRESS MANAGEMENT: The following are ten golden rules that
make one to manage stress effectively:
1. Never say never
2. Acts on facts.
3. Never generalize.
4. Accept your feelings.
5. Accept responsibility.
6. Abandon false hopes.
7. Step back from your problems.
8. Simplify your lifestyle.
9. Spend time with nature.
10. Take decision with courage.
CONCLUSION: Every individual has expectations from others, be it an organization or the
society. These expectations are the roles which are different from those which an individual
usually play in his day to day life. Pressure at workplace is unavoidable due to the demands of
the contemporary work environment. Pressure perceived as acceptable by an individual, may
even keep workers alert, motivated, able to work and learn, depending on the available resources
and personal characteristics. However, when that pressure becomes excessive or otherwise
unmanageable it leads to stress. A person may be motivated and re-energized by the events in
his/her life, or one may see some as stressful and respond in a matter that may have a negative
effect on the physical, mental, and social well-being. The organizations can prevent negative
stress and its consequences by training managers and personnel effectively for better recognition
and management of stress factors. It has been proven that physical activities would improve a
person’s mental health. When an individual invest time in a creative hobby, their mind has a

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chance to take a break from stress. It allows the person’s mind to take a break and relax, while
still engaging in something productive.
“Stress should be a powerful driving force, not an obstacle”.
REFERENCE
1. C.D.James Quick. C and Jonathan Quick. Organizational stress and preventions management.
Newyork: McGrew – Hill, 1984.
2. Selye, Hanse. The stress of life. Newyork :Mc Grew Hill, 1956.
3. Aswathappa .K., Organizational behavior, Himalaya publishing house (2009).
4. Veera karoli Strategic human resource management and development ,Thakur publishers
Chennai, 2011

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A Study on Buyers’ Attitude towards Buying Wedding Cards vis-à-vis E-cards with
reference to Madurai city

Dr.M.Balaji
Associate Professor
Department of Management Studies
V.H.N.S.N.College(Autonomous),Virudhunagar.
Abstract

A wedding day is a special event in the life of every individual. Matches are supposed to be
made in heaven and celebrated on the Earth in the form of weddings. The bridegroom, the
would-be bride and their families take every probable measure to make the occasion as blissful
as possible. The occasion starts with the printing of the wedding cards. It is highly valued, as for
the first time the name of the bridegroom and the bride appears together on a card . So to make it
special and unique, the most elegant cards are selected. Consumer attitude may be defined as a
feeling of favorableness or unfavorableness that an individual has towards an object. As we, all
know that an individual with a positive attitude is more likely to buy a product and this results in
the possibility of liking a product. Behavioral intentions show the plans of consumers with
respect to the products. This is sometimes a logical result of beliefs or feelings, but not always.
For example, an individual personally might not like a restaurant, but may visit it because it is
the hangout place for his friends.

Key Words: Wedding, Celebrations, Behaviour.

INTRODUCTION

Wedding cards give the guests all the information they would need about the wedding
schedule. Some guests find out the wedding only after receiving the card. For some they serve as
a reminder. So, Indian wedding cards play a vital role during the wedding preparations.Simple
wedding cards and articulate wedding cards have Gods adorning the front page. The succeeding
pages contain details of the marriage date and the venue. A high-quality wedding card is replete
with silver, gold prints and gemstones that indicate an ostentatious wedding. Gifts are given to
the invitees alongside the invitation cards. The cost of cards depends on the quality and type of
paper and printed material used. Similar to the olden days, cards are made from transparent stiff
cloth. At Regal Cards, one can find exclusive Indian wedding cards along with matching
accessories.

Setting the date and creating a list of guests for the wedding are not tasks takes one
would lightly. Getting the wedding invitations may be one of the most critical facets of the
wedding ceremony preparations. Making the guests feel special from the moment they receive

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their wedding invitation steeped in tradition or another type of exquisite announcement sets the
tone for a momentous celebration.

OBJECTIVES OF THE STUDY

1. To identify the income level and budget allocated for wedding cards in
the study area.
2. To find out the bride and grooms involvement in buying wedding cards.
3. To examine the role of social media and e-cards in wedding cards.
Data and Methodology

The study mainly depended on primary data which were collected by

conducting a sample survey of 100 customers of wedding cards in Madurai city.
The survey was conducted in 2020. Stratified random sampling method was used
for the selection of samples. The sample size was determined by Kukeran formula.
Relevant statistical tools such as mean, percentage calculation, chi square and one
way Anova were used for the analysis of survey data. The sample survey was
conducted for a period of 45 days 2019 to February 2020.
RESULTS AND DISCUSSION

Buyers Perception towards Buying involvement and Budget allocation in Wedding Cards:

1. 95% of the respondents have high image and importance on wedding cards.
2. 84% of the respondents have an idea to circulate maximum wedding cards to
their relatives.
3. 63% of the respondents prefer to distribute wedding cards by personal
invitation.
4. 49% of the respondents proceed to buy one wedding card’s cost ranging
from Rs.10 to Rs. 25.
5. 64% of the respondents preferred to purchase the volume of wedding cards
numbering from 300 t0 600.
6. 39% of the respondents have allocated the amount from Rs.3, 000 to Rs.
5,000 for purchase of wedding cards.
7. 52% of the respondents prefer to buy wedding cards from exclusive wedding
cards showroom.
8. 65% of the respondents likely to buy branded wedding cards.
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INFLUENCE OF SOCIAL MEDIA ON WEDDING CARDS:

1. 92% of the respondents have regular follow up of using social media.

2. 76% of the respondents have regular follow up of using whatsapp.
3. 91% of the respondents are ready to receive wedding invitation as an E-
card image.
4. 75% of the respondents are ready to accept client based service on wedding
cards.
HYPOTHESIS TESTING

Null hypothesis H03: There is no relationship between income level and budget
allocated for wedding invitation.

Alternate hypothesis Ha3: There is relationship between income level and budget
allocated for wedding invitation.
I. INPUT DATA:TABLE - 1

CROSS TABULATION OF TYPE OF FAMILY * DECIDER IN ORGANISING WEDDING

CEREMONY FUNCTION CROSSTABULATION
total allocation of budget for wedding
invitations
Particulars Rs.7,000 Total
Below Rs.3,000- Rs.5,000-
&
Rs.3,000 Rs.5,000 Rs.7,000
Above
Below
18 3 1 0 22
Rs.10,000
Rs.10,000-
3 22 9 8 42
Income level of Rs.50,000
family Rs.51,000-
3 12 11 2 28
Rs.90,000
Rs.90,000
0 2 1 5 8
&above
Total 24 39 22 15 100
II.OUTPUT DATA - TABLE - 2

CHI-SQUARE TEST OF TYPE OF FAMILY * DECIDER IN ORGANISING WEDDING

CEREMONY FUNCTION CROSSTABULATION

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Chi-Square Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 69.790a 9 .000

III. INTERPRETATION

As computed p value is less than the assumed value 0.05, the above null hypothesis is not
accepted. Hence there is a relationship between income level and budget allocated for wedding
invitation.

2 ANALYSIS OF VARIANCE (ONE WAY ANOVA)

ANOVA (one way) is used to compare independent variable is of nominal scale with more than
two categories and the dependent variable of metric or at least on interval scale. In the present
study , one way ANOVA was conducted to test the following hypothesis.

1. HYPOTHESIS TESTING:

Null hypothesis H07: There is no difference between satisfaction level of creativity in the
wedding card and four different levels of educational qualification.

Alternate hypothesis Ha7: There is difference between satisfaction level of creativity in the
wedding card and four different levels of educational qualification.

I. INPUT DATA - TABLE -3

CROSS TABULATION OF EDUCATIONAL QUALIFICATION * INVOLVEMENT OF

BUYING WEDDING CARDS(CREATIVITY)
Involvement of buying wedding
cards(Creativity)
Particulars Total
Strongly
Agree Neutral
Agree
10th 2 1 0 3
12th 9 13 6 28
Educational
Degree 20 28 8 56
Qualification
Profesional
3 9 1 13
Qualification
Total 34 51 15 100
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II.OUTPUT DATA - TABLE - 4

ANOVA TABLE OF EDUACATIONAL QUALIFICATION AND CREATIVITY

Sum of Squares df Mean Square F Sig.

Between Groups .924 3 .308 .665 .576

Within Groups 44.466 96 .463

Total 45.390 99
III.INTERPRETATION:

ANOVA table shows the result of overall analysis of variance including the variation
between groups, within groups, total sum of square and mean square. The F- ratio for the
analysis is 0.665 with the probability of 0.576. At 5% level of significance (95% level of
confidence), this analysis does not support alternative hypothesis of difference in the sample
mean. Hence, there is no difference between satisfaction level of creativity in the wedding card
and four difference level of educational qualification.

HYPOTHESIS TESTING

Null hypothesis H04: There is no relationship between the age and receiving wedding invitation
through social media.

Alternate hypothesis Ha4: There is relationship between the age and receiving wedding
invitation through social media.

I. INPUT DATA - TABLE - 5

CROSS TABULATION OF AGE * HAVE YOU RECEIVED ANY WEDDING

INVITATION IN E-CARD FORMAT CROSSTABULATION
Particulars Have you received any wedding Total
invitation in E-card format
Yes No
Age 18-23 Years 17 1 18
23-28 Years 31 4 35
33 & Above 43 4 47
Total 91 9 100
II.OUTPUT DATA -TABLE - 7

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CHI-SQUARE TEST OF AGE * HAVE YOU RECEIVED ANY WEDDING INVITATION

IN E-CARD FORMAT CROSSTABULATION
Chi-Square Value df Asymp. Sig. (2-sided)

Pearson Chi-Square .527a 2 .769

III. INTERPRETATION:

As computed p value is greater than the assumed value 0.05, the above alternate hypothesis is not
accepted. Hence there is no relationship between the age and receiving wedding invitation
through social media.

SUGGESTIONS:
1) Most of the respondents like to organize the wedding ceremony in the name of God,
religious tic and community way. Hence, the wedding card dealer should focus on the
satisfaction of each and every individual.

2) The wedding card dealer should take over the wedding cards design from printing to
stone and pearl fixing wedding cards.

3) Social media is also connected with wedding card distribution. Hence, the firm may try to
design cards most several dealers own DTP center to take care of next generation
business as client based business.

4) Respondents are interested to give gifts along with wedding cards. Hence the firm may
note complements and wedding cards influence as bundle offer.

5) In many cases respondents are the husband and wife both are working .It is a supportive
one level of wedding expenses. Hence the dealer should note the affordable price of
wedding cards.

6) Girl child as 1st child in family it creates marriage invitation as a huge business for the
wedding card manufacture.

7) By decoration and designing of the wedding cards the buyers may tell to distribute
wedding cards in a personal way.

8) The dealer may distribute free gift to customer for the 1st year wedding cards.

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10) Brand plays a vital role in wedding card, so the wedding cards firms may try to raise the
brand image of the product.

CONCLUSION
“Marriages are made in heaven
But
Marriages are conducted in the Earth”
People even though highly educated and rich enough one forced to organize wedding
either religious tic or community wise or in most of time both.

Further, most of the people like to organize wedding function in an innovative way
compared to others. Hence the people tend to create innovative ideas from the first work of
innovation preparation to the final work of the wedding ceremony. Marriage brings relationship
and togetherness among the family members. So people invite and circulate maximum number of
wedding cards to their relatives and friends. The wedding card dealers have long life of sound
business because of respondents own values in the wedding culture and so, the dealers may
resort to updating of technology in printing and introduction of different patterns of paper
boards to attract more customers. Now a days, social media plays a vital role in communication
hence the firm should focus on how to overcome the competition of internet media and try to
frame strategies to overcome internet media

REFERENCES :

1) www.bathinda.nic.in

2) www.managermentor.com

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PLIGHT OF WOMEN WORKERS IN UNORGANIZED SECTOR OF TENKASI

DISTRICT

Mrs.J.SUTHA
Register No:20121041012004
Researh scholar, CSI Jayaraj Annapackiyam College, Nallur,
Affiliated to Manonmaniam Sundaranar University, Tirunelveli, Tamilnadu
Email:[email protected]
DR.V.Anandhavalli,
Asst. prof Department of Commerce
CSI Jayaraj Annapackiyam College, Nallur
Affiliated to Manonmaniam Sundaranar University, Tirunelveli, Tamilnadu
Email:-anandhi.vaithilingam.yahoo.in
ABSTRACT

India has all along followed a proactive policy in the matter of labour Policy. India
has evolved in response to specific needs of situation to suit requirements of planned
economic development and social justice and a two-fold objective namely maintaining
industrial peace and promoting the welfare of labour. The unorganized sector of the economy
is primarily labour intensive but less rewarding to the workers in compensation to their
efforts put in production. The characteristics of the unorganized labour are specified by the
Second Commission on Labour (2002) as self-employed persons involved in jobs, agriculture
workers, migrant labours, casual and contract workers and home-based artisans. The nature
of the employment relationship is the key determinant factor of unorganized labour. Though
women constitute a significant part of workforce, they lag behind men and they are neglected
section of the society. Moreover, it is an established fact that women bear a
disproportionately heavy burden of work than men as they have to contribute more time in
the care economy that is the domestic work. The unorganized is most vulnerable, ignored and
diverse. Women in unorganized sector constitute a sizable number so it is important to study
their problems and prospects. The present study is based on the primary data conducted in
Tenkasi district. Which examine the socioeconomic conditions and various problems of
unorganized women workers.

Keywords: Women workers, Unorganized sector, Problems, Labour, Tribes

I.INTRODUCTION

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The Constitution of India guarantees equality of opportunity in employment and directs

the state to secure equal rights for livelihood, equal pay for equal work as well as just and
human conditions of work for all. Despite the concerned efforts of the state, the economic
status of women is lagging far behind their male counterparts. Women work the most;
paradoxically they earn the least in life. The additional social responsibility shouldered by
them, their subordinate status in society. Plight of Women Workers in Unorganized Sector of
Tenkasi District 8 patriarchal family set up, socio- economic backwardness, proneness for
occupation in the unorganized sector with low productivity and marginalization in
employment opportunities account for their poor or low earning capacity. A majority of
women work in unorganized sectors for low wages due to low level skills, illiteracy,
ignorance and surplus labour and thus face high level of exploitation. This hampers their
bargaining power for higher wages and any opportunities for further development. The term
unorganized sector was first used by Hart in 1971 who described the unorganized sector as
that part of urban labour force, which falls outside the organized labour market. In the
unorganized sector, work situations are not in official record and working conditions are not
protected by law. So the problems of female workers in unorganized sector are not properly
known. It has been pointed out by Hart that one of the major problems is that working
conditions are worst. That optimistic vision of economic transition did not match what was
actually happening in the world. In the late 1960s and 1970s, a large section of the population
in the developing countries was suffering from poverty and working outside the organized
sector in activities that were later broadly termed as “unorganized”. Due to population growth
and urban migration, the active labour force was growing at a much faster rate than
availability of jobs in the organized sector. In analysing the contribution of the unorganized
sector, emphasis is placed on the pervasive importance of the link between organized and
unorganized activities that are not confined to particular occupations or even economic
activities.
2. Problems of Women Workers in Unorganized Sectors
A large number of women from rural areas migrate to cities and towns all over India.
Most of these women and girls are illiterate and unskilled. They work in inhuman conditions
in cities as their living standard is extremely poor. A large number of these women are being
exploited by middlemen, contractors, construction companies and other type of employers.
Many of these women and girls work as housemaids, construction area and brick kiln, where

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their working hours extend up to 14 hour a day. A large number of migrant women become
victims of financial and sexual exploitation. The women unorganized sector are facing so
many problems. Their ignorance, illiteracy and poverty have added fuel to their woes all the
more. The unorganized sector is characterized by the several factors such as wage
discrimination, no limit for minimum wages, long hours of work, lack of job security, and
lack of legislative cover, lack of minimum facilities at work place, heavy physical work and
ill treatment, physical exploitation by the employers. A proper study shall bring out the
problems of women workers in unorganized sector and their attitude towards employment.
The present study is an attempt in this direction.
3. Scope of the Study
The study is an attempt to understand the women workers attitude towards their
employment conditions in unorganized sector.
4. Objectives
The study has been undertaken with the following main objectives:
1. To study the socio economic conditions of women workers in unorganized sector.
2. To analyze the problem faced by women workers of the study area.
3. To suggest measures for overcoming the problems of women workers in
unorganized sector.
5. Methodology
The present study is empirical one. Survey method was employed to collect the data
from women workers. A well-conceived and structural interview schedule was prepared for
collecting the primary data. To study the plight of women workers of unorganized sectors, 60
samples were selected through the convenient sampling method. Fieldwork for the present
study was carried out personally by the research. Secondary data has been collected from the
articles, journals and the books.
6. Socio-economic Background of the Women workers
Table 1:Age-wise Classification of the Women Workers

Age in years No. of women workers Percentage

Below 20 9 15
20-30 24 40
30-40 17 28.3
Above 40 10 16.7

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Total 60 100

The Table 1 reveals the age group of the women respondents. It is clear from the
table that the majority of women workers (40%) belong to the age group of 20 to 30 years,
28.3 percent workers belong to the age group of 30 to 40 years, 16.7 percent workers are
above the 40 years and the remaining 15 percentage women workers are below 20years.
Table 2: Education –wise Classification of Women Workers
Educational level No. of women Percentage
workers
Illiterate 38 63.3
Primary school 16 26.7
Middle school 5 8.3
High school 01 1.7
Total 60 100

It is evident from Table 2 that the majority of the respondents (63.3%) are illiterate
while 16 have primary school education, 5 respondents (8.3%) have middle school
education and 1 respondents have high school education only. Thus, it is clear that the
educational status of the most of the respondents is very poor

Table 3: Marital Status of Women Workers

Marital status No. of women workers Percentage

Married 49 81.7
Unmarried 11 18.3
Total 60 100

Table 3 reveals that 81.7 percent of women worker are married while only
18.3 percent respondents are unmarried.
Table 4: No. of Children of Women Workers

No. of children No. of women workers Percentage

1 to 2 6 10
3 to 4 27 45
More than 4 13 21.7
No children 05 8.3
Total 51 100

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Majority of the women workers (45%) have 3 to 4 children, 21.7 percent have more
than 4 children, 10 percent respondents have 1 to 2 children and 8.3 women worker have no
children.

Table 5: Type of Residence of the Women Workers

Type of residence No. of women workers Percentage

Own house 06 10
Rented House 54 90
Total 60 100

Table 5 shows that 90 percent women workers reside in rented house and only 10
percent women workers reside in their own house. The house rent takes away a
considerable portion of their income and leaves a little residual income to meet other
necessities.
Table 6: Numbers of Hours Worked by the Women Workers
Working Hours No. of women workers Percentage
9 hours 18 30
9-10 hours 29 48.3
More than 10 hours 13 21.7
Total 60 100

Table 6 highlights the working hours of women workers. 48.3 percent women
workers have to work 9 to 10 hours, 30 percent workers have to work up to 9 hours while
21.7 workers have to work more than 10 hours. According to unorganized sector worker’s
Bill, 2002, the working hours are defined as 9 hours a day. It further says that every worker
shall be entitled a weekly holiday, casual or sick leave and 15 days earned leave in a year.
However in most of the workers in unorganized sector are to work for more hours.

Table 7: Monthly Income of Women Workers

Monthly Income No. of women workers Percentage

Below 2500 12 20
2500-3000 40 66.7

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3500-4000 06 10
Above 4000 02 3.3
Total 60 100

Table 7 shows that 66.7 percent of the women workers earn Rupees 2500-3000 per
month, 20 percent of women workers earn below Rupees 2500, 10 percent workers earn
between 3500 to 4000 Rupees per month while only 3.3 percent women workers earn
above Rupees 4000 per month. In fact, most of the workers stated that they seldom get
their wages timely. One of the severe problems that is being faced by the workers of
unorganized sector is that they are not given wages what they deserve.
Table 8: Occupational Diseases of Domestic Workers
Disease No. of women workers Percentage
Back pain/body pain 11 18.3
Skin Diseases 4 6.7
Anemia 16 26.6
Bronchitis 09 15
Indigestion 07 11.7
Other diseases 06 10
No Disease 07 11.7
Total 60 100

Occupational diseases pose a serious problem to the women workers. The polluted
environment and unhygienic work place are affecting not just the flora and fauna, but also
workers of the unorganized sectors. Majority of women workers suffer from anemia, back
pain, body pain and various diseases. The women workers in unorganized sector generally
do not eat rich food. Though they work hard, they eat only one or two times a day. This
affects their health to a great extent.
Table 9: Working Condition of Women Workers

Working condition No. of women workers Percentage

Less Hygiene Prevails 17 28.3
Old machines 19 31.7
Insecurity 24 40
Total 60 100

Table 9 shows the various factors that affecting the working conditions. 40 percent
women believe that insecurity is the reason, (31.7 %) women workers believe that old

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machines are affecting the working condition while 28.3 percent women said that less
hygiene prevails.
Table 10: Harassment of Women Workers

Harassment of women workers No. of women workers Percentage

Sexual Harassment 21 41.7
Financial Harassment 14 23.3
Caste harassment 25 35
Total 60 100

Table 10 reveals the various kinds of harassment and exploitation faced by women
workers in unorganized sector. 41.7 percent women workers are sexually harassed while 23.
3 percent women workers feel that they face the financial harassment and 35 percent
respondents said that they are exploited on the basis of their caste.
Table 11: Problem of Women Workers (Level of Satisfaction)
Problems Satisfied % Not Satisfied % Total Percentage
Job security 16 26.7 44 73.3 60 100
Work duration 18 30 42 70 60 100
Wages 22 19.2 49 80.8 60 100
Leave facility 13 21.7 47 78.3 60 100
Medical facility 14 23.3 46 76.7 60 100

It is clearly evident from Table 11 that majority (73.3%) of women workers are not
as far as job security is concerned. Long duration of work is a crucial problem for 70
percent of women workers as shown in Table. Majority of women workers said that they
have no stipulated working hours. Irrespective of day or night, they have to discharge any
type of work assigned to them. In fact long duration of work spoils the health of the
workers.
The unorganized women workers are paid very low wages. According to the study
80.8 percent of women workers are not satisfied with their income.
As shown in Table 16 that 78.3 percent women workers don’t get leave facility.
Sometimes the workers are either terminated or get deduction of their wages even if they
take leave for genuine reasons.
The women workers in unorganized sector pay the medical expenses (if any) from their
own pockets. Only few employers reimburse such expenses. As such lack of medical facility

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seems to be a great problem for 76.7 percent workers.

7. Suggestions
In order to improve the condition of unorganized women workers some of the
suggestions are recommended.
a. Women workers should be educated and make them aware about their rights and
legislative provisions.
b. Effective steps should be taken to reflect the duty of the government and society to
protect the rights of women workers in unorganized sectors.
c. The legislations, which prevent all forms of discriminations and guarantee equal job
opportunities, should be strictly enacted and implemented.
d. Women workers must be motivated to utilize the existing programs of their welfare.
e. Necessary amendments are required to be made in labour laws.
f. Women workers leaders must be included in the policy formulation and other decision
making processes relating to their welfare.
g. To ensure full employment to the women workers the government must come forward
with certain job oriented training and skill programs to generate local self-employment.
h. The workers have to work for very long hours. This need to be regulated and not to
exceed 8 hours per day. The government must take some sincere attempts to regulate
working hours of the women in unorganized sectors.
i. To fight against harassment and exploitation the women workers must be encouraged to
form groups.
j. There should be proper regulation of unorganized sector industries, which ensure job
security, healthy work environment and at least minimum wages, maternity and child
care benefits.
8. Conclusion
Even though, the unorganized sector has been the most vulnerable and ignored sector in
India, it holds an inevitable place in Indian economy. Thus, there is no exaggeration in
saying that the backbone of Indian workforce is the unorganized sector. The unorganized
women workers development should be viewed as an issue in social development to be seen
as an essential component in every dimension of development. In order to get empowerment
the government and the social workers may contribute significant role in making women
workers capable, self-reliant and well organized. It is worthwhile to create the awakening
among unorganized women so that they can come up by taking care themselves. There is

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urgent need to give top priority to the issues and problems of the workers of unorganized
sector.
References
S.Mahendra Dev, “Female Work Participation”, Economic and Political Weekly. Vol.
XXXIX, Feb.14,20004. P. 736.
N.Neetha, “Globalization And Women Work”, Labour Development, Vol.10, No.21,
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Dr. Punithavaty Pandian And R.Eswaran, “Empowerment Of Women Through Micro
Credit”, Yojana, Vol. 46, Nov.2000, P.48.
B.S.Padmanabhan, “Women Empowerment In Form Sector”, Yojana, Vol.45, No.1,
Jan.200, Pp.47-50.
N. Manonmany, “ Problems and Prospects Of Women In India”, Southern Economist,
Vol.33, No.7. Jan.1,1995, P.17-18.

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