LIFE

LIFE: For students: Faster Aakash at no extra cost

2012-01-17T09:59:00.000-08:00

LIFE: For students: Faster Aakash at no extra cost: College students across India will get an enhanced version of Aakash tablet without the government having to pay a penny extra. The Aakash ...

For students: Faster Aakash at no extra cost

2012-01-17T09:58:00.000-08:00

College students across India will get an enhanced version of Aakash tablet without the government having to pay a penny extra.

The Aakash 2 tablet will three times faster than Aakash 1 and will have 50% more battery life. The latest version will have to pass a new quality protocol
prepared on basis of inputs received from around 600 students of IITs and engineering colleges.

“All issues have been resolved. We will receive 70,000 improved Aakash tablets from Datawind (the company supplying the tablets) by January-end,” said HRD minister Kapil Sibal, after reports of the ministry planning to put its pact with Datawind on hold.

Ministry officials said Datawind may not get order in future as it had violated the contract condition of providing the tablets first to the government before selling it in open market.

The HRD ministry had asked Datawind of Montreal-based Suneet S Tuli to supply one lakh Aakash tablets for around $50 each. In the initial lot, 600 tablets were given to students for testing.

IIT, Rajasthan, which had prepared the Aakash prototype cited several deficiencies in the tablet including short battery life, processor unable to handle multiple operations at a time and poor picture quality.

Datawind has already supplied 30,000 tablets by the time the report by the IIT came. The ministry held back the order and asked the firm to fix the deficiencies. Ministry sources said the company was initially reluctant to upgrade the tablet without increasing the cost. However, it agreed when ministry threatened to cancel the order.

Tuli was not available for comments. A company spokesperson said the remaining 70,000 tablets would be supplied as per the pact. “Not only Aakash from Datawind but all future tablets will have minimum Aakash 2 specifications,” said NK Sinha, additional secretary, HRD ministry.

BUSINESS THOUGHTS

2011-11-28T10:41:00.001-08:00

A budget tells us what we can't afford, but it doesn't keep us from buying it.
William Feaher

A cardinal principle of Total Quality escapes too many managers: you cannot continuously improve interdependent systems and processes until you progressively perfect interdependent, interpersonal relationships.
Stephen Covey

A group or an artist shouldn't get his money until his boss gets his.
Bobby Darin

About the time we can make the ends meet, somebody moves the ends.
Herbert Hoover

All lasting business is built on friendship.
Alfred A. Montapert

Almost all quality improvement comes via simplification of design, manufacturing... layout, processes, and procedures.
Tom Peters

An advertising agency is 85 percent confusion and 15 percent commission.
Fred Allen

An economist is an expert who will know tomorrow why the things he predicted yesterday didn't happen today.
Laurence J. Peter

An economist's guess is liable to be as good as anybody else's.
Will Rogers

And while the law of competition may be sometimes hard for the individual, it is best for the race, because it ensures the survival of the fittest in every department.
Andrew Carnegie

Anyone who has lost track of time when using a computer knows the propensity to dream, the urge to make dreams come true and the tendency to miss lunch.
Tim Berners-Lee

As a small businessperson, you have no greater leverage than the truth.
John Greenleaf Whittier

Ask five economists and you'll get five different answers - six if one went to Harvard.
Edgar R. Fiedler

Blessed is he who has found his work; let him ask no other blessedness.
Thomas Carlyle

Business is a combination of war and sport.
Andre Maurois

Business is in itself a power.
Garet Garrett

Business is never so healthy as when, like a chicken, it must do a certain amount of scratching around for what it gets.
Henry Ford

Business, more than any other occupation, is a continual dealing with the future; it is a continual calculation, an instinctive exercise in foresight.
Henry R. Luce

Business, that's easily defined - it's other people's money.
Peter Drucker

Cannibals prefer those who have no spines.
Stanislaw Lem

LIFE: GREAT THOUGHTS

2011-11-26T08:01:00.000-08:00

LIFE: GREAT THOUGHTS: "The most important function of science is to awaken the cosmic religious feeling and keep it alive. It is very difficult to explain the ...

GREAT THOUGHTS

2011-11-26T07:50:00.001-08:00

"The most important function of science is to awaken the cosmic religious feeling and keep it alive. It is very difficult to explain the feeling to anyone who is entirely without it. The individual feels the nothingness of human desires and aims, and the sublimity and marvelous order which reveal themselves both in nature and in the world of thought. He looks upon individual existence as a sort of prison and wants to experience the universe as a single significant whole."

-Albert Einstein,

"Imagination is more important than knowledge. Knowledge is limited, where as imagination embraces the entire world stimulating progress, giving birth to evolution."

-Albert Einstein

"My conclusion is that taking the next evolutionary step, the Archaic Revival, the rebirth of the Goddess, and the ending of profane history are agendas that implicitly contain within themselves the notion or our reinvolvement with and the emergence of the vegetable mind. That same mind that coaxed us into self-reflecting language now offers us the boundless landscapes of the imagination. Without such a relationship to psychedelic exopheromones regulating our symbiotic relationship with the plant kingdom, we stand outside of an understanding of planetary purpose. And understanding of planetary purpose may be the major contribution that we can make to the evolutionary process. Returning to the bosom of the planetary partnership means trading the point of view of the ego for the intuitional translinguistic understanding of the maternal matrix."

-Terence McKenna, The Archaic Revival

"Whether humanity is to continue and prosper on spaceship Earth depends entirely on the integrity of the human individuals and not on the political and economic systems. The cosmic question has been asked, are humans a worthwhile invention?"

-Buckminster Fuller

"Our earth is but a small star in a great universe. Yet of it we can make, if we choose, a planet unvexxed by war, untroubled by hunger or fear, undivided by senseless distinctions of race, color or theory."

-Stephen Vincent Benet

"Understand that a self-centered attitude is the source of all suffering, and concern for others is the source of all happiness and goodness."

-The Dalai Lama

"The wind can blow one way but actually move you in another, and like sailing, you can use the wind in the wrong direction and still get somewhere you want to go."

"I have just three things to teach:
simplicity, patience, compassion.
These three are your greatest treasures.
Simple in actions and in thoughts,
you return to the source of being.
Patient with both friends and enemies,
you accord with the way things are.
Compassionate toward yourself,
you reconcile all beings in the world."

-Lao-Tzu

"In art and dream
may you proceed with abandon.

In life may you proceed with
balance and stealth."

-Patti Smith

"God is the shortest distance from zero to infinity."

-Alfred Jarry

It is in the stillness, in the silence, that the word of God is to be heard. There is no better avenue of approach to this Word than through stillness, through silence. It is to be heard there as it is - in that unself-consciousness, for when one is aware of nothing, that word is imparted to him and clearly revealed. "

-Meister Eckhart, from "The Sermons" in Meister Eckhart.

"Life's most persistent question is: What are you doing for others?"

-Martin Luther King, Jr.

"Show me a sane man and I will cure him."

-Carl Jung

"Whatever you can do, or dream you can do, begin it. Boldness has genius, power and magic in it. Begin it now. "

-Goethe

"Buddha did not suffer from fear of success. He was one of those rare characters, like Joan of Arc or Lawrence of Arabia or Pablo Picasso, who know beyond a shadow of a doubt that their lives hold a particular destiny. For people like this, life is just a matter of waiting, patiently, for the appropriate moment to come before stepping, in sandals or boxer shorts, into the mythos."

-Jeff Greenwald

"DNA is a master of transformation, just like mythical serpents. The cell-based life DNA informs made the air we breathe, the landscape we see, and the mind-boggling diversity of living beings of which we are part. In 4 billion years, it has multiplied itself into an incalculable number of species, while remaining exactly the same."

-Jeremy Narby

"Five mysteries hold the keys to the unseen: the act of love, and the birth of a baby, and the contemplation of great art, and being in the presence of death or disaster, and hearing the human voice lifted in song. These are the occasions when the bolts of the universe fly open and we are given a glimpse of what is hidden; an eff of the ineffable. Glory bursts upon us in such hours: the dark glory of earthquakes, the slippery wonder of new life, the radiance of...singing."

The Crossroads of Culture
"It is probably true quite generally that in the history of human thinking the most fruitful developments frequently take place at those points where two different lines of thought meet. These lines may have their roots in quite different parts of human culture, in different times or different cultural environments or different religious traditions: hence if they actually meet, that is, if they are at least so much related to each other that a real interaction can take place, then one may hope that new and interesting developments may follow."

-Werner Heisenberg

"We are going to discover the plasticity, the mutability, the eternal nature of the mind and, I believe, release it from the monkey. My vision of the final human future is an effort to exteriorize the soul and internalize the body, so that the exterior soul will exist as a superconducting lens of translinguistic matter generated out of the body of each of us at a critical juncture of our psychedelic bar mitzvah."

-Terrence MacKenna

"Honesty is the best policy in life, but it is essential in art."

-Salmon Rushdie

"There is no situation that is not transfigurable,
there is no situation that has no hope."

-Desmond Tutu

"The final mystery is oneself. When one has weighed the sun in a balance, and measured the steps of the moon, and mapped out the seven heavens star by star, there still remains oneself. Who can calculate the orbit of his own soul?"

-Oscar Wilde, De Profundis

"All outer events in life are in a way only similes; they are only parables of an inner process, synchronistic symbolisations. You have to look at them from that angle to understand and integrated them, and that would be spiritualizing the physical. "

-Marie Louise von Franz

Fish don't hold the sacred liquid in cups! They swim the huge fluid freedom.

-Rumi

"Except during the nine months before he draws his first breath, no man manages his affairs as well as a tree does."
-George Bernard Shaw

"Knowing others is wisdom, Knowing the self is enlightenment."

-Lao Tzu

"Money may be the husk of many things but not the kernel. It brings you food but not appetite; medicine, but not health; acquaintances, but not friends; servants, but not loyalty; days of joy, but not peace and happiness."

-Henrik Ibsen

"The difference between scientific theory and reality is like the difference between reading the menu and eating dinner."

-Gregory Bateson

The Sacred Book of Nature

To the eye of the seer every leaf of the tree is a page of the holy book
that contains divine revelation, and he is inspired every moment of his
life by constantly reading and understanding the holy script of nature.

-Hazrat Inayat Khan,

Initiation is simply a set of challenges presented to an individual so that he or she may grow. Consequently, the troubles we encounter in our paths in the modern world are, in essence, initiatory to the extent that each of them is life changing.

- Malidoma Patrice Some,

"I think we're shaped by failure at least as much as we're shaped by our successes. We're taught to be afraid of failure. But it's really not the worst thing if you're resilient enough to get up and keep going."

-Terry Gross, National Public

"Our human awareness is so powerful that even if we tap only a small part of it we can accomplish more that we ever thought possible. Using our complete potential, we can soar to the height where our accomplishments have great and lasting value for both ourselves and for future generations."

-Tarthang Tulku

Learning from History
“Human nature never changes, events do. The great arrogance that the present has over the past is a completely fraudulent one. That arrogance says that somehow we’re better than what went on because we survived and they haven’t. But the people 5000 years ago were as smart as us. Loved as passionately as we do. So because of all these things, the study of human nature is the ultimate goal.

-Ken Burns, Documentary Film Maker

The Purpose of Life
The great task before us all is to rediscover the true significance of the inner life of man- not for its own sake or to take refuge there from the tribulations of the outer life- but because it is only the man who is inwardly alive who can play his part in the great work which lies before us. One thing and one thing only can save mankind from destruction and that is to arouse people from the illusion that nothing exists and nothing matters but the outer life of man. Those who are sunk in this illusion live like animals and perish like animals. Those who begin to escape from it realize that Life Is Real Only Then, When ‘I Am.’- This is the secret of right living on this earth and it is the secret of immortality.

-An Introduction to Gurdjieff
J. G. Bennet
Stonehill Publishing Company, New York City, NY, 1973

The Purpose of Human Existence
But man’s task is the exact opposite: to become conscious of the contents that press upward from the unconscious. Neither should he persist in his unconsciousness, nor remain identical with the unconscious elements of his being, thus evading his destiny, which is to create more and more consciousness. As far as we can discern, the sole purpose of human existence is to kindle a light in the darkness of mere being.”

-Carl Jung

Even the leaves of the tree become as pages of the sacred book once the eyes of the heart are open.

-Sa’di, Persian poet

Our Earth is but a small star in a great universe. Yet of it we can make, if we choose, a planet unvexed by war, uncontrolled by hunger or fear, undivided by senseless distinctions of race, color, or theory.

-Stephen Vincent Benet

Imagination is more important than knowledge. Knowledge is limited, where as imagination embraces the entire world stimulating progress, giving birth to evolution.

-Albert Einstein

Free Will
If we want to characterize the human in relation to other live organisms, without resorting to metaphysical hypotheses, we must point to the immense potential for movement that humans alone possess among all living beings. Our psychological complexity stems from our extraordinary mobility which allows us to explore all corners of the world, a mobility we don’t just passively acknowledge, but also hope to expand. So far, we can successfully travel through space, plunge into water, overcome fire (not without fear), descend underground, and penetrate objects after examining their surfaces. This feeling of freedom, power, and domination over things keeps us skeptical about any cosmic determinism controlling humanity. We experience a sense of free will.

-Mirror of the Marvelous- The Classic Surrealist Work on Myth
Pierre Mabille
Inner Tradition International, Rochester, Vermont, 1998

LIFE: World’s first successful human-to-human heart tran...

2011-11-24T09:40:00.003-08:00

LIFE: World’s first successful human-to-human heart tran...: World’s first successful human-to-human heart transplant Christiaan Neethling Barnard (November 8, 1922 – September 2, 2001) was a Sout...

LIFE: World’s first successful human-to-human heart tran...

2011-11-24T09:40:00.002-08:00

LIFE: Asia’s rice bowls

2011-11-24T09:40:00.001-08:00

LIFE: Asia’s rice bowls: IN ASIA kingdoms are said to rise and fall with the shifting price of rice. So the continent’s rulers presumably ought to be worried by t...

LIFE: Asia’s rice bowls

2011-11-24T09:40:00.000-08:00

LIFE: Asia’s rice bowls: IN ASIA kingdoms are said to rise and fall with the shifting price of rice. So the continent’s rulers presumably ought to be worried by t...

World’s first successful human-to-human heart transplant

2011-11-24T09:35:00.001-08:00

World’s first successful human-to-human heart transplant

Christiaan Neethling Barnard (November 8, 1922 – September 2, 2001) was a South African cardiac surgeon, famous for performing the world's first successful human-to-human heart transplant.
Following the first successful kidney transplant in 1953, in the United States, Barnard performed the first kidney transplant in South Africa in 1959. Barnard experimented for several years with animal heart transplants. More than 50 dogs received transplanted hearts. With the availability of new breakthroughs introduced by several pioneers, amongst them Norman Shumway, several surgical teams were in a position to prepare for a human heart transplant. Barnard had a patient willing to undergo the procedure, but as with other surgeons, he needed a suitable donor.
Barnard performed the world's first human heart transplant operation on 3 December 1967, in an operation assisted by his brother, Marius Barnard; the operation lasted nine hours and used a team of thirty people. The patient, Louis Washkansky, was a 54-year-old grocer, suffering from diabetes and incurable heart disease. Barnard later wrote, "For a dying man it is not a difficult decision because he knows he is at the end. If a lion chases you to the bank of a river filled with crocodiles, you will leap into the water, convinced you have a chance to swim to the other side." The donor heart came from a young woman, Denise Darvall, who had been killed in a December 2, 1967, road accident while crossing a street in Cape Town. After securing permission from Darvall's father to use her heart, Barnard performed the transplant. Twenty years later, Dr. Marius Barnard recounted, "Chris stood there for a few moments, watching, then stood back and said, 'It works.’
Washkansky survived the operation and lived for eighteen (18) days. However, he succumbed to pneumonia induced by the immunosuppressive drugs he was taking. Though the first patient with the heart of another human being survived for only a little more than two weeks, Barnard had passed a milestone in a new field of life-extending surgery. Barnard later claimed that the reason he never won the Nobel Prize in Physiology or Medicine was probably because he was a "white South African".
Christiaan Neethling Barnard became an international superstar overnight and was celebrated around the world for his daring accomplishment. He was quite photogenic, and enjoyed the media attention following the operation. Barnard continued to perform heart transplants. A transplant operation was conducted on 2 January 1968, and the patient, Philip Blaiberg, survived for 19 months. Dorothy Fisher was given a new heart in 1969 and became the first black recipient. She lived for 12 years 6 months after the transplant. Dirk van Zyl, who received a new heart in 1971, was the longest-lived recipient, surviving over 23 years.

Asia’s rice bowls

2011-11-24T09:31:00.001-08:00

IN ASIA kingdoms are said to rise and fall with the shifting price of rice. So the continent’s rulers presumably ought to be worried by the effects of disastrous floods in Thailand, the world’s biggest exporter of the white grains (see chart).

Last year Thailand provided about a third by volume of all internationally traded rice—around 10m tonnes. Thailand’s government reckons that some 5m-6m tonnes (nearly a fifth of the country’s total production) might have been destroyed by the deluge. Some analysts say that the damage could be even more severe. Pessimists worry that Thailand’s exports could be cut by 3m-4m tonnes. With the world trade in rice expected to hit over 33m tonnes in 2011 this could take around 10% out of the market. If the same thing happened with oil or wheat the results would be calamitous.

But the nature of the rice market means that the consequences may not be as severe. Rice is a resilient crop, and the floods may not do as much damage as some fear. Although rice is a staple for half the world’s population, international trade is small compared with the 451m tonnes that will pop out of the ground in the 2010-11 growing season. Only about 7% of the total crop hits global markets, compared with 20% or so for wheat.

Politics and tastes mean that rice is mainly consumed where it is grown. Rice is such a vital foodstuff in Asia—some 90% is grown and eaten there—that policies aim at self-sufficiency. Domestic markets are usually heavily regulated and protected. It is one of the most politicised of commodities, according to Concepción Calpe of the Food and Agriculture Organisation. Moreover rice comes in many varieties: long-grain, short-grain, sticky, fluffy and so on. Consumers want their customary sort, not an unfamiliar rice from far afield.

The result is that many rice-eating countries are detached from the price swings in global markets, according to Darren Cooper of the International Grains Council, a research body. Others aim to be. China, the world’s biggest producer at around 130m tonnes a year, is largely self-sufficient. The Philippines, the world’s biggest importer, plans to cultivate all its own rice by 2013.

What’s more, it has been an excellent year for rice crops on the whole. Droughts in Arkansas, America’s main rice-growing area, have hit the crop: exports will be closer to 3m than 4m tonnes this year. But bumper crops in India and Pakistan should help offset a shortfall in Thai exports.

The excellent harvest in India convinced politicians, once fearful of food inflation, to lower protectionist defences. The government lifted an export ban on white rice in September, allowing 2m tonnes to be exported before Thailand’s floods. Indian traders, worried that the decision will be reversed, have quickly sold almost all the allowance at rock-bottom prices. This has proved good news for African countries, which import around 10m tonnes annually, a third of the global trade.

The floods will have some impact. Thailand’s benchmark rice is currently fetching around $630 a tonne, roughly what it cost at the start of September. Credit Suisse thinks prices might hit $700 before the end of the year. More gloomy forecasters say that it could even top $800. But kingdoms will not totter.

LIFE: The top 10 business bestsellers

2011-11-23T09:56:00.000-08:00

LIFE: The top 10 business bestsellers: THE TCS STORY. . . & BEYOND Author: S Ramadorai Publisher: Portfolio/Penguin Price: Rs 699 ISBN: 9780670084906. STEVE JOBS Author...

The top 10 business bestsellers

2011-11-23T09:42:00.001-08:00

THE TCS STORY. . . & BEYOND
Author: S Ramadorai
Publisher: Portfolio/Penguin
Price: Rs 699
ISBN: 9780670084906.

STEVE JOBS
Author: Walter Isaacson
Publisher: Little Brown/Hachette India
Price: Rs 799
ISBN: 9781408703748.

ONE MINUTE MANAGER
Author: Kenneth Blanchard
Publisher: Harper Collins Publishers
Price: Rs 150
ISBN: 9788172234997.

CORPORATE CHANAKYA
Author: Radhakrishnan Pillai
Publisher: Jaico Publishing House
Price: Rs 295
ISBN: 9788184951332.

THE STEVE JOBS WAY
Authors: Jay Elliot and William L Simon
Publisher: Jaico Publishing House
Price: Rs 250
ISBN: 9788179927687.

FREAKONOMICS
Author: Steven D Levitt
Publisher: Penguin UK
Price: Rs 250
ISBN: 9780141019017.

THE HABIT OF WINNING
Author: Prakash Iyer
Publisher: Penguin
Price: Rs 299
ISBN: 9780143068280.

THE BIG SHORT
Author: Lewis Michael
Publisher: Allen Lane / Eastwest
Price: Rs 399
ISBN: 9780141043531.

GO KISS THE WORLD
Author: Subroto Bagchi
Publisher: Penguin Books India
Price: Rs 399
ISBN: 9780670082308.

YOU CAN SELL
Author: Shiv Khera
Publisher: Rupa & Co
Price: Rs 195
ISBN: 9788129116000.

LIFE: A growing rivalry between India, Pakistan and Chin...

2011-11-21T09:56:00.000-08:00

LIFE: A growing rivalry between India, Pakistan and Chin...: Unquenchable thirst GREAT A growing rivalry between India, Pakistan and China over the region’s great rivers may be threatening So...

A growing rivalry between India, Pakistan and China over the region’s great rivers may be threatening South Asia’s peace

2011-11-21T09:48:00.001-08:00

Unquenchable thirst

GREAT

A growing rivalry between India, Pakistan and China over the region’s great rivers may be threatening South Asia’s peace

LIFE: Economic Indicators

2011-11-21T09:35:00.000-08:00

LIFE: Economic Indicators: YoY (In %) Current Qtr Ago Yr Ago Inflation (31/10) 9.73 9.36 9.08 IIP (30/09) 1.90 9.50 6.20 GDP (30/06) 7.70 8...

LIFE: History of Social Relations in India Caste and gen...

2011-11-21T09:34:00.000-08:00

LIFE: History of Social Relations in India Caste and gen...: No aspect of Indian history has excited more controversy than India's history of social relations. Western indologists and Western-influe...

Economic Indicators

2011-11-21T09:31:00.001-08:00

YoY (In %)	Current	Qtr Ago	Yr Ago

Inflation (31/10)	9.73	9.36	9.08

IIP (30/09)	1.90	9.50	6.20

GDP (30/06)	7.70	8.30	8.80

CPI (30/09)	10.06	8.62	9.82

CRR (23/04)	6.00	5.00	5.00

Bank rate (29/04)	6.00	6.25	6.50

History of Social Relations in India Caste and gender equations in Indian history

2011-11-21T09:28:00.003-08:00

No aspect of Indian history has excited more controversy than India's history of social relations. Western indologists and Western-influenced Indian intellectuals have seized upon caste divisions, untouchability, religious obscurantism, and practices of dowry and sati as distinctive evidence of India's perennial backwardness. For many Indologists, these social ills have literally come to define India - and have become almost the exclusive focus of their writings on India.

During the colonial period, it served the interests of the British (and their European cohorts) to exaggerate the democratic character of their own societies while diminishing any socially redeeming features of society in India (and other colonized nations). Social divisions and inequities were a convenient tool in the arsenal of the colonizers. On the one hand, tremendous tactical gains could be achieved by playing off one community against the other. On the other hand, there were also enormous psychological benefits in creating the impression that India was a land rife with uniquely abhorrent social practices that only an enlightened foreigner could attempt to reform. India's social ills were discussed with a contemptuous cynicism and often with a willful intent to instill a sense of deep shame and inferiority.

Strong elements of such colonial imagery continue to dominate the landscape of Western Indology. A liberal, dynamic West embracing universal human values is posed against an obdurate and unchanging East clinging to odious social values and customs.

It is little wonder, therefore, that India's intellectuals have been unable to either fully understand the historic dynamics and context which gave life to these social practices or find effective solutions for their cure. Many historians and social activists appear to have tacitly accepted the notion that caste divisions in society are a uniquely Indian feature and that Indian society has been largely unchanged since the writing of the Manusmriti which provides formal sanction to such social inequities.

But caste-like divisions are neither uniquely Indian nor has Indian society been as socially stagnant as commonly believed. In all non-egalitarian societies where wealth and political power were unequally distributed, some form of social inequity appeared and often meant hereditary privileges for the elite and legally (or socially) sanctioned discrimination against those considered lower down in the social hierarchy.

In fact, caste-like divisions are to be found in the history of most nations - whether in the American continent, or in Africa, Europe or elsewhere in Asia. In some societies, caste-like divisions were relatively simple, in others more complex. For instance, in Eastern Africa some agricultural societies were divided between land-owning and landless tribes (or clans) that eventually took on caste-like characteristics. Priests and warriors enjoyed special privileges in the 15th C. Aztec society of Mexico as did the Samurais (warrior nobles) and priests of medieval Japan. Notions of purity and defilement were also quite similar in Japanese society and members of society who carried out "unclean" tasks were treated as social outcasts - just as in India.

Amongst the most stratified of the ancient civilizations was the Roman Civilization where in addition to state-sanctioned slavery, there were all manner of caste-like inequities coded into law. Even in the Christian era, European feudalism provided all manner of hereditary privileges for the knights and landed barons (somewhat akin to India's Rajputs and Thakurs) and amongst the royalty, arranged marriages and dowry were just as common as in India. Discrimination against the artisans was also commonplace throughout Europe, and as late as the 19th century - artisans in Germany had to go through a separate court system to seek legal redress. They were not permitted to appeal to courts that dealt with the affairs of the nobility and the landed gentry. (For instance, Beethoven wrote numerous letters to German judicial authorities pleading that he not be treated as a second-class citizen - that as Germany's pre-eminent composer he deserved better treatment.)

A common pattern that seems to emerge from a study of several such ancient and medieval societies is that priests and warriors typically formed an elite class in most medieval societies and social privileges varied according to social rank; in settled agriculture based societies, this was usually closely related to ownership of land.

For instance, we find no evidence of caste-like discrimination in societies where land was collectively owned and jointly cultivated, or where goods and services were exchanged within the village on the basis of barter, and there was no premium assigned to any particular type of work. All services and all forms of human labor were valued equally. Such village communes may have once existed throughout India and some appear to have survived until quite recently - especially in the hills, (such as in parts of Himachal and the North East, including Assam and Tripura), but also in Orissa and parts of Central India. In such societies, we also see little evidence of gender discrimination.

In India, caste and gender discrimination appear to become more pronounced with the advent of hereditary and authoritarian ruling dynasties, a powerful state bureaucracy, the growth of selective property rights, and the domination of Brahmins over the rural poor in agrahara villages. But this process was neither linear nor always irreversible. As old ruling dynasties were overthrown, previously existing caste equations and caste hierarchies were also challenged and modified.

In many parts of India this process may have taken several centuries to crystallize and caste rigidity may be a much more recent phenomenon than has been commonly portrayed. The impression that caste divisions were always strictly enforced, or that there were no challenges to caste rigidity does not seem to square with a dispassionate examination of the Indian historical record.

It should also be emphasized that caste-distinctions were not the only way, or even the most egregious way in which social inequities manifested themselves in older societies. In ancient Greece and Rome, the institution of slavery was at least as cruel a practice, if not worse. (It is therefore quite ironic how the slave-owning Greek states are revered by Western intellectuals as the world's first "democratic" societies but ancient India is denigrated for it's incomprehensible social ills.)

Levels and degree of caste discrimination in India have varied with time and there has been both upward and downward mobility of castes and social groups. Going by the strictures outlined in the Manusmriti, one might conclude that caste distinctions were set in stone, rigidly enforced and the possibilities of caste mobility completely circumscribed. But a closer examination of the historical record suggests otherwise.

Already in the Upanishadic period there were tensions between Brahmins and Kshatriyas, and there are explicit parables in the Upanishadic texts illustrating how an enlightened Kshatriya was able to exceed a Brahmin in spiritual wisdom and philosophical knowledge. In the Mahabharatha, there are references to a Brahmin warrior suggesting that caste categories were not entirely inflexible.

There is also criticism of parasitism amongst Brahmins in some of the texts from the Upanishadic period, and social commentators emphasized how those who reneged on their social obligations were undeserving of their caste privileges.

This is an important point because it suggests that there was an implied social contract that involved both privileges and social obligations. The monarch might have enjoyed immense power and prestige, and exacted numerous rights over the common people, but also had the obligation to defend the people - to protect them from invaders, to dispense justice in an unprejudiced manner and assist in the development and preservation of irrigation facilities and roads. Failure to meet such expectations could and did lead to revolts, and dynasties rose and fell within a matter of few generations.

Challenges to Brahminical hegemony and caste-rigidity

In the Upanishads, there is also recognition that conceptions of god could be quite varied, that Brahminical rituals were not essential to spiritual release, and that individuals might choose different deities or methods of worship. This ecumenical outlook facilitated the growth of alternative viewpoints not only in the realm of religious practice but also on norms of how society ought to be structured.

Social challenges to absolute monarchical rule and the immense power of the priestly class probably led to a crescendo during the Buddhist period when Brahmin hegemony received challenges from several quarters - from radical atheists such as theLokayatas, from Jain agnostics, and heterodox Hindus and Buddhists who wanted to reconstruct society on a less discriminatory and more humane basis.

Although it would be wrong to romanticize the Buddhists as being completely against caste distinctions {since there is evidence that they accepted caste distinctions in society outside their sanghas (communes)}, Buddhists along with other social critics undoubtedly played a powerful role in ensuring that caste was not the sole or even the dominant factor in shaping Indian society of that period. This is borne out by how so many ruling clans arose from a non-Kshatriya (and also non-Brahmin) background. The Nandas, the Mauryas, the Kalingas and the Guptas are just some of the more illustrious of India's ruling dynasties that did not arise from a Kshatriya background.

(Of course, once some of these clans established themselves as ruling dynasties, they took on the Kshatriya mantle, and over time, the radical changes that accompanied their ascent to power gave way to social conservatism and a decaying of the radical currents that had contributed to their rise to power).

It is also worth noting that the classical four varna division of Hindu society (as described in the Manusmriti) does not appear to have had much practical significance if one were to go by the accounts of the Greek chronicler, Megasthenes. In his accounts of Mauryan India. Megasthenes appears to list a seven fold social order in which he differentiates between the priest and the philosopher (who he ranked much above the priest, and who could have been a Brahmin, Jain or Buddhist) and also gives special attention to court bureaucrats such as record keepers, tax collectors and judicial officials. He also ascribed to the peasantry a higher status than might be inferred from the Manusmriti and noted with amazement how the peasantry was left unharmed during battles.

According to Megasthenes, philosophers - whether Brahmins or Jain/Buddhist monks also had obligations in terms of offering advice to the ruler in matters of public policy, agriculture, health and culture. Repeated failure to provide sound counsel could lead to a loss of privileges - even exile or death. Thus, although many Brahmins may have held on to their privileges by being shameless sycophants - others made significant contributions in the realm of science, philosophy and culture. Social mobility was possible since learning was not an exclusive preserve of the Brahmins and both the Buddhist and Jain sanghas admitted people from different social backgrounds and also admitted women. (Jyotsna Kamat points to a Karnataka inscription from 1187 A.D. that suggests that Jain nuns enjoyed the same amount of freedom as their male counterparts.) The more advanced sanghas enforced a separate quorum for women to ensure that a largely male gathering may not take decisions that did not meet with the approval of the women members of the sangha.

Over time, it appears that the sanghas degenerated, losing their intellectual vitality and egalitarian spirit allowing the Brahmins to gradually consolidate their power and influence in the Gangetic plain. But even as late as the 6th-7th C, Gupta-period inscriptions describing land grants in Bengal appear to corroborate Megasthenes' view of how Indian society was structured. Social rank of senior court administrators (who may have risen from different caste backgrounds) invariably exceeded the rank of ordinary village priests.

(In Orissa, Rajasthan and parts of Central and Southern India, this pattern prevailed till even later. Moreover, as society headed towards caste-ossification, it was the court administrators who after acquiring hereditary caste status, became the most privileged agents in society. In some instances, these administrative castes simply merged with other privileged castes such as Brahmin or Kshatriya, or else they were treated as equivalent, and the historic distinctions between then became blurred or obscured.)

In a sampling of Gupta period land grant decrees, it is intriguing that caste identities are omitted more often than explicitly included. Had caste been as important or dominant a social category, one might expect otherwise. Some of the most important figures appear to be officials involved in tax collection and land measurement. Various ranks of officials are mentioned without any explicit mention of their caste. Villagers are also frequently named without reference to their cast. Only occasionally, there are references to villagers who are also mentioned as being Brahmins. Some of the land grant records indicate that before land grants were made, certain categories of villagers - perhaps those considered more important - were consulted by the higher officials. Although Brahmins are mentioned in the list of those consulted, there are equal references to other categories of villagers such as kutumbins and mahattaras who may have been village officials or important landholders in the village. {Vishwa Mohan Jha (see ref. below) describes the kutumbins and mahattaras as varna/jati nuetral categories (i.e. caste-independent categories) that included Brahmins and non-Brahmins alike.}

Other references point to consultative committees that included the chief artisan, the chief scribe, the merchant and the guild-president of the town. It also appears that administrative changes led to the creation of new posts, the merger or elimination of older posts, and changes in ranks of various officials over time. An examination of the land grant decrees over a space of three centuries (5th-7th C Bengal) points to such changes and others - such as changes in procedures, or changes in the constitution of consultative committees, perhaps to reflect changing political alliances or changes in the economic status of different groups of townspeople and villagers.

In a land allotment plate from Paschimbagh (Bengal) Brahmins are mentioned as tax payers, and the status of ordinary Brahmins does not seem at all exceptional. For instance, it points to a teacher or a Vedic scholar as being entitled to 10 patakas of land, but other Brahmins were entitled to only 2 patakas - a share less than that of a Kayastha (record-keeper) or Vaidya (medical practitioner). Carpenters, smiths and artisans were also put far above other service communities in terms of their share of land.

The Paschimbagh inscription also describes the grant of plots of land to florists, potters, carpenters, masons, blacksmiths and sweepers for serving a matha (monastery) indicating that when land was granted for a temple or monastery, priests were not the exclusive beneficiaries of land grants. (Two Bhaumakara charters from Talcher/Dhenkanal in Orissa similiarly refer to donations of land for a Buddhist temple, and allocations for its maintenance.)

A study of land grants from 12th C Rajasthan (Pali) and Karnataka (Kalikatti) suggests that land grants had a limited life tenure even when initially decreed to be for life or for perpetuity. Beneficiaries of land grants were subject to transfers, and grants to a particular beneficiary were transferred to another beneficiary five or ten years later. It also appears that the beneficiaries were selected based on administrative rank rather than any particular caste-affiliation.

It is also not at all apparent that administrative rank was limited by birth. In Orissa, there is explicit evidence to the contrary. Ordinary peasants were able to rise up in the ranks of the military, and it is likely that a similar situation prevailed in the administrative ranks. Mayadhar Mansinha (see ref. below) suggests that a combination of factors such as training, merit and personal determination played a role, (in addition to social standing and political connections) in determining rank and promotions. In Karnataka, there is evidence that some of the chief administrators were women. (See Jyotsna Kamat, ref. provided below)

Brahminical Ascendance

Nevertheless, the seeds for a more privileged role for the Brahmins were also being sown through the process of land grants to Brahmins. In some instances, thousands of Brahmins were granted rights to hitherto uncultivated land. In other cases, Brahmins were appointed as the local representatives of the state authorities in what are described as agrahara villages where Brahmins presided over small peasants, who in Bihar were mostly landless sharecoppers or bonded labourers. Theseagrahara villages were typically small villages and sattelites of bigger villages that included members of several castes and bigger land-holders. In Bihar, such agrahara villages proliferated and it is quite likely that in such agraharas oppressive social relations and some of the most egregious patterns of caste-centred discrimination and exploitation may have developed.

(While early Gupta period records indicate the existence of rural consultative councils that mediated between the rulers and the artisans and peasants, it seems that such consultative councils became less important or were phased out with the growth of the agraharas. Thereafter, the Brahmins became the sole intermediaries between the village and the state, and over time, this may have enabled the Brahmins to exercise social and political hegemony over other inhabitants of the village. It also appears that the greatest incidence of the practice of untouchability occurs in conjunction with the growth in the power and authority of the Brahmins in such villages.)

But these developments took time to spread elsewhere in India, first spreading to Bengal and eastern UP, and very gradually elsewhere in India. However, this pattern was not necessarily replicated in identical form throughout India and some parts of India virtually escaped this trend. In agrahara villages in other parts of India, Brahmins did take on the role of local administrators and tax collectors, but the status of the small peasantry was not always as miserable as in Bihar. The degree of exploitation and oppression appears to be related to the extent of alienation from land-ownership.

For example, evidence for Brahmin domination in Kalikatti, Southern Karnataka emerges after the 13th C. when villagers were instructed to pay taxes to the Brahmin assignees, leading to constant tensions and disputes, but without dramatic changes in the overall status of the tax-paying villagers.

Although Brahminization was an important factor in leading to caste ossification, it was not necessarily the sole or even the most important factor in the mix. The impact of the Islamic invasions, colonization by the British and ecological changes played an equally crucial if not decisive role in many instances.

For instance, in Orissa, the ossification of the bureaucracy and its conversion into a group of privileged and exclusive castes appears to take place after the 14th-15th C. when we begin to see a general decline in its overseas trade due to the silting up of its rivers. At the same time, we see the growth of Brahminical hegemony in the realm of religion and military defeats at the hands of the Mughal armies led by Raja Man Singh of Jaipur. All these factors may have played a role in destroying the vibrancy of Oriya society and encouraging caste conservatism.

(See the essay on the History of Orissa for more on this subject.)

Impact of the Islamic Invasions

Unfortunately, many social historians have studiously ignored the effect of such external factors in the shaping of social relations in India. But we know that the Islamic invasions led to monumental changes in the political and cultural life of the sub-continent and especially so in the Gangetic plain - so it would be exceedingly odd if the invasions had no impact on the social structure of Indian society. While some social analysts have tried to analyze Hindu society during the period of Islamic rule as though it had been untouched by the Islamic invasions and left to stagnate in a cocoon of its own making, others have succumbed to illusory simplifications such as Islam was an egalitarian faith whereas Hinduism had caste divisions.

Because Islam first arose in those parts of the world where settled agriculture was not possible - i.e. in the desert sands of the Arabian peninsula - social divisions had not yet emerged in quite the same way that they had in long settled agricultural societies like India. For the warring nomadic tribes of the desert, Islam may have been a tool for the upward mobility of clans that may have earlier survived on petty thievery and by raiding the wealth of settled urban societies (and later for those who joined the ranks of the military in the Islalmic states), the upward mobility of some came at the expense of enormous human rights violations against others. In the hands of expansionist conquerors, Islam became more an instrument of devastation and terror rather than a vehicle for social equality or social justice.

Taken in its entirety, the period of Islamic rule in India cannot be seen as furthering social equity or social harmony in the subcontinent. As a faith-based ideological system Islam could at best guarantee equality before "God" - i.e. equality after death. However, a closer study of the Quran dispels even such notions, for even amongst believers, there is gender discrimination and rank based on the "quality" and "type" of service provided to the Islamic cause. In any case, on earth, the plight of Muslim converts depended more on social realities, on political equations - than on the abstract and remote promise of equality offered by Islam.

During times of heavy political and economic oppression, the only option for the poor was complete and total submission to the will of "God" which in effect meant sacrificing all their autonomy in favor of the clergy, (who rarely challenged political authority), and more often than not, were largely beholden to the rulers who chose to support and promote them. When the clergy did resist political authority, it often tended towards social conservatism and reaction rather than social progress.

By and large, social inequities widened with the onset of Islamic rule in the sub-continent. Land revenue records clearly indicate that with few exceptions (as in Kashmir and Bengal for a time), Islamic rulers taxed the peasantry at significantly higher rates. If the average rate of taxation during the pre-Islamic period varied between 10% to a maximum of 20% - averaging around 15-16%, it had increased to 33% or even more under the Mughals. (Note that even the Manusmriti limited the tax rate on the peasantry to one-sixth - about 16%)

While all Islamic rulers may not have insisted on the discriminating jaziya, many of the earlier invaders insisted upon it, and more than one court chronicler of the Delhi Sultanate describes the violent means taken to suppress peasant rebellions and extract the high taxes from the crushed peasantry. Urban revolts were also not uncommon and the Arab chronicler Ibn Batuta mentions how such rebellions were suppressed with great cruelty. Punishment for those who rebelled could mean loss of adults (particularly young women) and children to slavery, massacres or forced evacuations of entire villages and small towns, pillage and destruction of places of learning, of temples and other symbols of cultural identification, and denial of job opportunities in the courts. In the early centuries of Islamic rule, the distrust of the locals was so intense that virtually all the important administrative positions were kept in the hands of foreigners.

(Romila Thapar has pointed out that prior to the Islamic invasions, Hindu rulers also invaded or pillaged the temples of their rivals, especially since these temples were repositories of great wealth. She has also indicated that the management of some of these rich temples was extremely corrupt. Plunder of temple wealth was definitely a factor in the destruction of such temples during raids and attacks by Islamic invaders and conquerors. However, during the Islamic invasions, this practice accelerated both in frequency and intensity.

It should also be noted that not all temples were storehouses of great wealth or under the management of corrupt Brahminical trusts. The majority of temples had considerable cultural significance for the local populations and many were built and maintained by non-Brahminical cults. For instance, in Bundelkhand, Rajasthan, Madhya Pradesh and Orissa, there are a sizable number of surviving temples that not only escaped the path of the Islamic invaders, but were obviously left untouched in local battles between rival Hindu kings. There are even scattered remains from the Gupta period. But in the Gangetic plain, virtually nothing from the region's pre-Islamic past has survived. Clearly, there were important political dimensions to the destruction of Northern India's cultural wealth. One might speculate that the political subjugation of a reluctant and possibly even hostile population required the physical elimination of cultural symbols that instilled pride and self-confidence, and thus threatened the authority of the alien rulers.

In any case, the smashing of facial features, genitalia and breasts on sculpted figures has no parallel to earlier practices. There is also little evidence that those defeated in battle were killed or enslaved on the scale of what happened during the Islamic invasions.)

For instance, the Afghanistan region (which once had a sizeable Hindu and Buddhist population) acquired the reputation of being a land where Hindus were slaughtered and hence took the name Hindu-Kush, and references to wanton destruction occur with boastful regularity in the records of the triumphant conquerors. However, in the Gangetic plain the Hindu population was essential in maintaining the tax base for the rulers and therefore, it was only necessary to break the autonomy of the Hindu population and crush their resistance to higher taxation. This was largely achieved through the almost complete destruction of older centres of culture and learning, burning of libraries such as in Nalanda and Vikramshila, the widespread conversion of Buddhists to Islam, and violent acts of reprisal against those who resisted.

One of the most deleterious effects of the Islamic invasions on social relations in India was the practice of slavery, which was introduced on a scale hitherto unseen in the subcontinent. Unlike the societies of the East, slavery appears to have played an important role almost throughout the history of the Western world and the Quran has passages that endorse the practice of slavery. During the Islamic period, in sub-Saharan Africa, slaves labored in the salt mines and copper mines and served as a vital link in the trans-Saharan trade routes acting as porters where camels and donkeys could not go.

Scott Levi (Univ. of Wisconsin) points to judicial documents of medieval Samarqand (and other Central Asian sources) that disclose the presence there of many thousands of Indian slaves throughout the medieval period. A number of Indian sources make it clear that, from the early Ghaznavid raids to the Mughal period, hundreds of thousands (if not millions over the centuries) of men, women and children were marched over to the slave markets in Iran and Central Asia, i.e. beyond the northwest frontier of India, and out of the reach of their familial support systems.

(Although state sanctioned slavery came to an end with the dawn of the Christian era in Europe, a slave-owning replica of ancient Rome arose in the American South, and slaves were employed throughout the Caribbean and South America. The Portuguese were notorious for their slave-markets in India. Even as slavery was banned in Europe, the European trading companies made huge profits from the slave trade. Slavery was not a practice confined to the Islamic parts of the world.)

The practice of slavery probably led to the growth in the custom of Jauhar and Sati amongst the military castes. Prior to the Islamic invasions, there are very few records to indicate that such practices were widely followed. But the onslaught of the Islamic invaders had led to a complete breakdown in the implementation of war ethics. Whereas in earlier wars, it was required of both sides to protect the peasantry, to leave women, children and the elderly at peace, and there were injunctions against the enslavement of prisoners or of harming those who surrendered in battle - the invaders had few if any compunctions in unleashing all manner of torments on the defeated population. In such an environment, it is not surprising that for the proud Rajput societies, the act of jauhar, or mass suicide was a more honorable option.

(It should be noted that such acts of mass or individual suicide are not unknown elsewhere in the world. Sometimes these acts were voluntary (as was usually emphasized in the Indian tradition), at other times they were entirely coerced. Amongst the Vikings, it was customary for a warrior's young concubines to join the funeral pyres of dead Viking warriors. In ancient Nubia (upper Sudan and lower Egypt) there are records of mass suicide upon the death of a warrior king and Nubian burials of warriors indicate practices quite similiar to Jauhar / Sati . There are also parallels in the Japanese tradition of Harakiri'(suicide for honour) or Sepukku amongst theSamurai - warrior nobles of Japan. Voluntary suicide of widows (although rare) also took place in China during the reign of the Qing dynasty. There are also records of the Celts and the Romans practicing human sacrifice. Amongst the Aztecs of the 15th C, the custom of human sacrifice of the defeated does not appear to have any voluntary character, and was seen as a legitimate rite in the celebration of a victory in war.

Western feminist indologists who see the practice of Sati as a unique form of gender oppression peculiar to India might note that in the Christian world, the scourge of witch-burning was a far more dangerous threat to the lives of women. The mere charge of being a "witch" could lead to public hanging, and the Salem-witch trials in America were part of a long chain of witch-burnings that took place throughout Christian Europe and carried over into New England)

Nevertheless, Islamic rule in India did not prevail entirely without benefits for specific social classes who chose to collaborate with the invaders.

Trading communities probably benefited from the installation of Islamic rulers whose policies of lower taxes on trade, and state support of local traders and financiers was in their interest. Scott Levi suggests that from the end of the thirteenth century, and throughout much of the Delhi Sultanate period, the Muslim nobility were dependent upon heavily capitalized indigenous banking firms (identified in the Tarikh-i Firuz Shahi as 'Sahs' and 'Multanis'). These domestic financiers loaned seeds and other necessary inputs to peasants and village-artisans and manufacturers (such as textile weavers) in return for a share of the produce. The rest they bought in cash, and a part of that cash was then recovered by the state treasuries through taxation.

It should also be noted that, (by and large), Islamic rulers born and raised in India relied less on violence and sheer terror, but sought alliances with sections of the local population, especially with those amongst the Hindu elite who were willing to collaborate. Although some of these alliances were coerced, others led to tangible material benefits for the royal collaborators.

Alliances were forged through marriage, or simply from political convenience. Military alliances with Hindu rulers were crucial in maintaining the power of many Islamic rulers. After Akbar, the Mughals relied heavily on the Jaipur and Bikaner Rajputs, who in return were given rights to a share of the taxes extracted from the Gangetic plain. And although Hindus were numerically discriminated in jobs at the courts, by skillfully playing off different caste communities against one another, the Mughals were able to win over a section of the Hindus in maintaining their position of political preeminence.

Hence, it would be wrong to see the many centuries of Islamic rule in India purely from the prism of religious antagonisms. But it would be equally wrong to see the long period of rule by Islamic-identified rulers (even those that were born in India) as entirely benevolent or benign, or no different from the rule of earlier Hindu kings. Since most were heavier taxers, the distance between the ruling elites and the peasant and artisan masses tended to widen and there were other aspects of Islamic rule (particularly during the rule of the more oppressive Sultanates) that limited social mobility.

For many of the Islamic rulers, the Brahmin dominated agraharas were highly suited to efficient tax collection and the might of the Sultanates came down very heavily on social challenges that weakened the ability of the state to collect taxes. The fear of enslavement and the denial of equal access to job opportunities in the Sultanate courts led to Hindu society becoming extremely inward-looking in large parts of the plains. With opportunities for jobs in the administrative ranks shrinking, caste loyalties were in all likelihood strengthened, not weakened. Thus, rather than shake up the caste system as some might expect, Islamic rule (by foreign invaders who distrusted the locals) may have actually helped in its crystallization. Neither is there any evidence that Islamic rule helped end the practice of untouchability.

(In fact, the problems of untouchability and caste-discrimination are especially notable in states like UP and Bihar where Islamic rule held complete sway for five centuries. In Sindh and Western Punjab, where almost the entire population was converted to Islam, it is important to observe that janitorial workers were never converted, and to this date remain a highly oppressed and discriminated group. There is also evidence that Muslims developed their own versions of caste. Romila Thapar points out how foreign-origin Muslims such as Syeds, Sheiks and Ashrafs kept themselves consciously apart from Muslims who came from artisan and peasant backgrounds. Language was another divider. In Bijapur district, the elite Muslims spoke Urdu whereas the ordinary Muslims spoke Kannada. Zarina Bhatty in an essay on "Social stratification among Muslims" describes caste differentiation amongst Ashraf and non-Ashraf Muslims and notions of impurity that closely parallel caste cleavages and attitudes in Hindu society. Sandra Mackey in the Caste/Class System in Iran describes patterns of social differentiation remarkably similiar to India's. Also see note below)

Over time, Islamic rule in India created a much stronger and more unified elite, which made it more difficult for the ordinary masses to resist regressive social changes, particularly in the realm of philosophical choice, religious pluralism, regional and local autonomy in matters of religion, gender equity, freedom of sexual expression and sexual orientation. For instance, prior to the arrival of Islam, women enjoyed greater freedom of movement and dress. 11th C chronicler of Indian life, Al-Biruniexpresses puzzlement at how the Hindu men (of Punjab) took the advice of the women "in all consultations and emergencies". But in a matter of few centuries, Islamic notions of gender separation and sexual prudery had infected Hindu households as well. A weaker version of the Purdah system and a more conservative dress code became the custom even in Hindu homes, especially so amongst those of the trading community that had frequent contacts with Muslims.

Although in sime passages, the Quran states that their ought to be no compulsion in matters of religion, in other passages, the Quran leaves no doubt that force and coercion are acceptable in furthering Islamic practice. Consequently, the practice of Islam conformed more to the passages advicating force and coercion. In Mali, the Tunisian chronicler Ibn Batuta noted that children who were neglectful in learning the Quran were put in chains until they had it memorized. Regarding India, he commented how newly converted peasants had a very lackadaisical attitude towards attending regular prayers and how the Imams had to cane non-attendees to force attendance. He also describes how he personally led a battle against the reluctance of women to cover their breasts in the Maldives.

In the Indian tradition, moral codes concerning dress were more in keeping with the natural environment. Clothes were light and simple, consistent with the generally hot climate. And in matters of religion, there was greater diversity, and much more personal choice. It was often up to the devotee to visit a temple at a time of his or her choosing. Which deity to worship involved an element of local choice and different jatis might worship different deities. Local versions of the epics such as theRamayana and the Krishna-Leela were popularized and recent research points to hundreds of different versions in circulation. Unlike in Islam, pilgrimages were undertaken under less pressure and with greater individual volition. Al-Biruni also noted how the Hindus were remarkably flexible and willing to change customs and traditions they no longer felt to be relevant or essential.

(Although notions of Dharma played an important role in determining the boundaries for social conduct, these varied with time and were also adapted to suit the individual needs and preferences of different regions and localities.)

Pluralism in Indian History

In religions that paid tremendous stress on "revealed truth" (such as Christianity or Islam) there have always been strong tendencies towards dogmatic rigidity. But even at the peak of their influence, India's Brahmins were never quite able to impose any comparable sort of rigid uniformity in the practice of Hinduism on a national (let alone, international) scale. In some localities, the lower castes did without the Brahmins entirely while elsewhere, especially in the South, or in Central India and Orissa - Brahmins often felt obliged to give due deference to dissenting and heterodox cults, and incorporated their belief systems into mainstream Hinduism.

T.K Venkatasubramaniam (see ref. below) describes how in Tamil Nadu, Brahmins begin to play an important role in politics and society only after the 7th C., when the Pallavas began to challenge the authority of the previous ruling clans such as the Chera, Chola and Pandya. Because the Pallavas did not rise from an aristocratic background, they used the Brahmins to validate their right to rule through a combination of persuasion and coercion.

At that time, Tamil Nadu was a hotbed of a variety of non-Brahminical traditions, (such as Buddhist, Jain and many others) - hence, a synthesis of these different traditions took place between the 7th and the 11th centuries. Vajrayana Buddhism, Shaivite Tantrism and Hata-Yoga were amongst the trends that became integrated. The Bhakti tradition in which the devotee is held in a higher status than the Brahmin had it's impact as did the ideals of the Siddhis whose supreme ideal was freedom, perfect health and immortality - all to be gained on this earth through magic and yoga. The Kalamukas, Pasupatas and Kapalikas were popular practitioners of Yogic and Tantric cults - the latter helped assimilate the ecstatic tribal cults of earlier times. This was also the period when the androgyne forms of the Hindu gods (the Ardhanarishwara) became popularized.

The existence of these numerous cults was partly an expression of the struggle for social equality and freedom from exploitation, but for some, it was also a means for accessing greater social privileges . The Brahmins of Tamil Nadu (along with the rulers) attempted to manage these social tensions through co-option, philosophical accommodation and synthesis.

In Andhra, folk religions played a powerful role in mediating Brahminical influences, and a vibrant example of the deep penetration of folk influences in popular religion is to be seen in the sculpted array of folkloric panels in the temple of Srisailam(sponsored by the Vijayanagar rulers in the 14th-15th C.). In neighbouring Karnataka, the Bhakti ideal and Jain influences put their stamp on prevailing religious practices.

Religion in India thus developed in a much more organic fashion than is commonly realized, and it was never completely divorced from popular inputs. Both male and female deities drew followers, and while goddesses were sometimes displayed in demonic warrior roles, gods were sometimes displayed with feminine qualities. In the Yogini temples, all the deities were women and although today, there are only a handful of surviving Yogini temples, (mostly in Orissa and Madhya Pradesh) it is not unlikely that many more may have been in existence.

(See the essay on the History of Orissa for more on Yogini traditions.)

In the 8th-10th C Pratihara era temples, men and women were sculpted in identical heights and proportions - perhaps implying that male domination had not yet fully come to pass. Tantric ideas on sexual liberation found their way into the grand temples not only of Khajuraho and Konarak but also in temples in Rajasthan, the Jabalpur and Raipur regions, in Telengana and elsewhere in the South. Unlike Islam where entry into mosques was curtailed for women, and separate zenana areas were constructed, restraints on the entry of women in temples were not commonplace. Contrary to the suppression of female sexuality in the Semitic religious streams, temple architecture from the 11th-13th C appears to revel in the eroticism of both genders - and there are even displays of same-gender interaction.

In this relatively liberal atmosphere, philosophy continued to flourish and while some tendencies drifted towards religious idealism, others emphasized the rational and worldly. The slow but steady record of scientific progress up to the 12th-13th C points to the toleration that atheist, agnostic and rational currents may have enjoyed in Indian society in contrast to the violence meted out towards "heretics" and disbelievers in medieval Europe and the Middle East. Religion in India developed in a relatively secular atmosphere where all manner of religious variations coexisted with the abstract and all-inclusive monotheism articulated in the Upanishads and later emulated in the various Bhakti streams of worship.

At the grassroots level, these relatively more liberal tendencies had their impact on the practice of Islam as well. Sufism, the worship of pirs (saints), the practice of the Urs were attempts at forging some sort of a compromise.

(Romila Thapar points to peasant and artisan Muslims of Bijapur who continued to celebrate Hindu festivals. To this day, Muslim peasants of Northern Karnataka celebrate Islamic festivals with folk dances that have Hindu origins - quite unlike the orthodox practice of these festivals where singing and dancing might be frowned upon. Such hybrid Muslim communities exist elsewhere in India too.)

But in the Madrasahs, (with few exceptions) conservatism and orthodoxy were the norm; attempts at providing a secular education never really took off, and over time this had a distinctly illiberal effect on how social relations matured in the sub-continent.

The Sikh Renaissance

Just prior to British rule, Mughal rule had virtually collapsed and power had gone into the hands of Sikh rulers in the North and the Maratha kings in much of Central and Southern India. The Sikhs had been at the forefront of powerful social reforms as they fought against the intolerable burden of high taxes imposed by the Mughals. Gender equality received particular attention from the early Sikh Gurus as did caste discrimination. During the time of Guru Gobind Singh - women not only participated as warriors but they also led some of the battles, and 40% of the spiritual leadership came from the ranks of women.

However once the Sikhs became rulers, the egalitarian currents in the Sikh tradition became successively dissipated. Upper caste converts to Sikhism retained their caste identification, and Gurudwaras became divided between those for the upper and lower castes. Nevertheless, the peasantry did win some concessions and the Gurudwaras institutionalized charitable practices on a scale unmatched in previous eras. Overall, the century that preceded colonization was a period of growing social ferment in India, but as British colonial rule tightened, it was to put a great damper on the pace of social reforms.

The British Colonial Era

Although some versions of Indian history ascribe to the early colonial administrators a penchant for social reform, it should be noted that the colonial "reformers" were at best aligning themselves with active indigenous reform currents. They were not usually the initiators or great crusaders for social reform as is frequently portrayed.

In any case, after 1857, the cynical strategy of divide and conquer not only impacted relations between Hindus and Muslims, but also aggravated caste tensions. But even independently of conscious attempts by British administrators to inflame caste tensions, the ruination of the Indian economy alone led to a disastrous degradation in social relations. (See The Colonial Legacy for more on this subject)

The Zamindari system particularly disenfranchised the peasantry whose status dropped dramatically in comparison to those castes who were able to find a foothold in the new administration, or find some employment in the new colonial cities. The enormous burden of high taxes led to unprecedented levels of indebtedness and the privileging of the money-lending castes. The economic devastation caused by the Mahalwari system of taxation in the Awadh region led to higher levels of gender discrimination, and an increase in coercion in matters related to dowry. Differential access to modern education and jobs in the colonial administration increased the distance between the favored castes - and the Indian masses.

(The favored castes naturally included Brahmins, Kshatriyas and Banias, but also other important administrative castes such as Kayasthas. Large land owning castes such as Mehtas and Reddis were also favored, as were Marathas, Jatts and other castes who had risen during the decline of Mughal rule.)

It was also the British who resurrected the Manusmriti and used it to frame the "Hindu Civil Code". Prior to colonization, the Manusmriti was nothing more than an obscure text, long-forgotten and rarely used to determine what was acceptable social practice. (See Madhu Keshwar - ref. provided below) The Manusmriti came in very handy in social control. Because the numerical presence of the Britishers in India was not substantial, the Britishers had to rule largely by proxy. It was important that their agents did not face resistance or rebellion, even in the social realm. Owing to it's repressive and highly divisive character, the Manusmriti helped in preventing both individual and collective resistance to local authorities, who were typically upper caste and often Brahmin. That the Manusmriti represented an archaic and outdated social code didn't matter. It fit in very well with the British colonial project.

It was also convenient in providing ideological cover for repressive legal steps the British wanted to take anyway. For instance it didn't hurt that the Manusmriti advocated laws that legitimized gender discrimination or attacked same-gender relationships. Such attitudes were then equally prevalent in Europe and it made it easier to disenfranchise women in matters of inheritance or introduce legal injunctions against same-gender sexual relations (as was the case in Britain during the 18th C.).

Changes in Caste Equations

Historians who have attempted to draw a straight line between the Manusmriti and post-independence India are clearly unfamiliar with those patterns of Indian history that contradict such a linear view. While some of the social evils of modern India may have ancient roots, many others have a fairly recent history. And even those that may have ancient precedence were modulated and modified as a result of numerous struggles for social equality that have taken place throughout Indian history.

For example, after independence one could find temples built in the late 18th or 19th century that restricted entry to dalits and menstruating women. But it is not at all clear if such strictures were widespread prior to colonization. Research indicates that during the Pratihara period, caste categories were relatively flexible and popular temples were constructed by those considered low-caste. Temple construction was often a way of gaining social respect and upward mobility.

Restrictions on temple entry most likely reached a peak during the British period partly because only the upper castes had the means to build temples, and also because the control of existing temples passed into the hands of trusts who were hand-picked by the British, and were given free license (possibly even encouraged) to promote discriminatory practices. The iron hand of the colonial state made it much more difficult to challenge such reactionary tendencies.

See Nicholas B. Dirks, "The original caste: power, history and hierarchy in South Asia", in McKim Marriott, ed. "India through Hindu Categories" (New Delhi: Sage Publications, 1990:59-78) "Under colonialism, caste was appropriated, and in many respects reinvented, by the British" (p.61) "Paradoxically, colonialism seems to have created much of what is now accepted as Indian 'tradition', including an autonomous caste structure with the Brahman clearly at the head" (p.63) "Caste, as it is still portrayed in much current anthropological literature, is a colonial construction, reminiscent only in some ways of the social forms that preceded colonial intervention" (p.74)

Economic factors were also crucial in determining caste rank and caste relationships. In periods of intense economic exploitation, caste discrimination intensified, and the reverse took place in periods of economic expansion. For instance, most historians are in agreement that the Gupta period was a period of rising prosperity and also a period of increasing social mobility. Improvements in agricultural productivity led to concomitant improvements in the social rank of the cultivators.

Similiarly, (though much later) there is evidence for the rise in status of the telis - cooking oil manufacturers and traders whose earlier low caste status did not fit with their growing economic importance, and were thus granted a higher caste rank. Besides, all through Indian history, phony lineages for non-Kshatriya rulers were constructed to create the aura of continuity and legitimacy. Hence, the mere existence of a document like the Manusmriti should not cause serious social scientists to jump to broad conclusions without greater scrutiny and dispassionate analysis of the Indian historical record.

It is also important not to judge an older society by modern standards. Social relations cannot be entirely separated from how productive activities are carried out and what the level of available technology makes socially possible. In today's world, the widespread availability of printed matter, of computers and other means to store and develop knowledge systems makes the older systems of learning and skill-preservation largely redundant. But in older times, the artisans guild system helped in the development and preservation of specialized knowledge and perfection of important manufacturing skills. In India, artisans guilds were closely correlated to jati or caste. It was not only the Brahmins and upper castes who favored hereditary continuity, but skilled carpenters, weavers, metalworkers, painters and numerous categories of other artisans also saw certain benefits in maintaining their jati identities. While the artisan castes often fought for greater social equality - the complete breakdown of caste identities was never a serious option except for those at the very bottom of the caste totem pole.

The caste system survived not just because it was enforced by the legal writ of an elite class, but as much because it served a social purpose in an era in which it was difficult if not impossible to organize the educational and productive activities of society in a more flexible and democratic way.

Other forms of social discrimination

In addition, societies that may not have overtly practised a caste system (such as Europe in the Christian era) may have yet prevented egalitarian social interaction and free social mobility through other means. The virtual annihilation and isolation of Native American communities by Christian invaders and immigrants is a striking and tragic example of systematic social exclusion.

While slavery in America was a thoroughly cruel and demeaning practice, the abolition of slavery did not end injustices against African Americans or other non-European immigrants. For instance, until the passing of the civil rights act - discrimination against African Americans and other nationalities such as Chinese, Indian and Mexican were enshrined in law. Inter-racial marriages were banned in many states and the mere charge of taking an interest in a Caucasian woman could lead to the lynching of Afro-American men in the South. Early Chinese and Indian immigrants were paid substantially less than the prevailing wages, were not allowed to bring wives and family members into the country, and prevented from owning property. Even workers guilds and trade unions discriminated against non-European immigrant workers.

(The evidence from the richest of the world's capitalist countries suggests that both overt and covert forms of social inequality continues to this day. For instance, many elected Presidents in the US (including Clinton, Bush and Reagan) can trace their lineage to the British royal family, implying that the old ruling classes continue to enjoy special access to power. In Britain, hereditary privileges are enshrined in the constitution for the monarchy, as well as other members of the nobility. The House of Lords is another vestige of the old system that privileges certain elites. The 'old-boys' network, exclusive college sororities and fraternities are another way in which the elite are usually able to arrange privileged and differential access to jobs and business opportunities.

At the other end of the social spectrum, African Americans in the US remain a highly discriminated group. Although comprising less than 10% of the US population, they make up almost fifty percent of prisoners on death row and a similarly high percentage of jail inmates. Numerous studies have pointed to highly discriminatory practices in how African Americans are arrested (much more frequently), charged (with much lower thresholds of incriminating evidence) and sentenced (to much longer prison terms) relative to Caucasian Americans. In California, there are more African Americans in jails than in universities. The unemployment rate amongst African Americans in some US cities is as high as 50% whereas the average rate of unemployment is less than 5% in the country as a whole.)

Discrimination in the Modern World

While in India, caste continues to be an important category leading to grave social inequities, national origin and race have become important factors in how inequality is propagated in much of the modern world. Racial and national discrimination was at the core of how colonial rulers justified their exploitation of the colonies. The colonial system was unique in how human exploitation reached a level of intensity unseen in human history and enabled the creation of exploitative patterns across vast oceans and geographical territories. The legacy of this economic devastation lives on in how negative social practices from older eras continue to survive not only in India but in much of Africa and other colonized nations.

The legacy of colonialism also shows up in how there is no equal work for equal pay across nations. Even accounting for differences in purchasing power, the income and ability to consume for a doctor, engineer, skilled industrial worker or service worker in the US, Europe or Japan is often five to ten times greater than say in India or Bangladesh or Kenya or Indonesia.

While it is undeniable that the task of democratization of Indian society is incomplete, that caste and gender discrimination continue to cause grave harm, that Adivasis and Dalits still face all manner of trials and tribulations, and that all such social inequities need to be fought with continued vigour - India's social evils cannot be analyzed or eliminated in isolation of other necessary changes. It is important that the process of how social relations become shaped in a certain way be better understood. While battles for social equality need widespread support, their ultimate success may be determined as much by how India's economy develops.

All through human history, property-less classes have suffered social discrimination of one kind or another. Economic disparities remain a serious contributor to social inequities today. Any social system that is based on unequal access to economic assets - (whether they be land, raw materials, industrial or commercial wealth) will inevitably lead to some form of social discrimination and inequity. Victims of older forms of discrimination will either continue to be victimized, or simply become victims of new forms of discrimination.

For that reason, the challenge for countries like India is not only to fight against all instances of social discrimination, but to also struggle for greater economic equality - not only within India, but also in terms of India's equality with the rest of the world.

LIFE: The new rules of the marketing game

2011-11-21T09:28:00.001-08:00

LIFE: The new rules of the marketing game: There are enough challenges to surmount when it comes to marketing in this digital age. And marketers seem to be struggling to keep pace...

LIFE: The new rules of the marketing game

2011-11-21T09:28:00.000-08:00

LIFE: The new rules of the marketing game: There are enough challenges to surmount when it comes to marketing in this digital age. And marketers seem to be struggling to keep pace...

The new rules of the marketing game

2011-11-21T09:02:00.001-08:00

There are enough challenges to surmount when it comes to marketing in this digital age. And marketers seem to be struggling to keep pace, says this study by the Global Business Service division of IBM.

No conference on marketing today goes without a discussion dedicated to social media. But have these left the custodians of marketing any wiser? The chief marketing officers are still not too comfortable with the medium, says the Global Business Service division of IBM which recently concluded a study with 88 CMOs in India, who were among a total of 1,700 CMOs surveyed around the world. Shared exclusively with the strategist, the findings, one of IBM’s CxO studies, were based on hour-long, one-on-one interviews, unlike the usual emailed or phone correspondence in such studies.The conversations revealed not just social media as their concern but also nailed others in their priority list. Katharyn M White, vice-president, marketing, Global Business Services, IBM, who oversaw the study globally, says, “The overall study showed that the market was changing faster than CMOs felt prepared for. The factors that they said were the most important ones were surprisingly the ones they felt least prepared for. The order of those changes from market to market. But the over-riding ones are making sense of the volume, variety and velocity of data which now comes in, social media, changing consumer demographics, and device and channel choices.”

When asked how prepared they were to manage the critical agents of change, 78 per cent of the Indian-South Asian CEOs said social media was critical but they were unprepared for it (globally, 68 per cent said so). Around 66 per cent of the Indian CMOs were wary of the data explosion (71 per cent globally). Shifting consumer demographics (new consumer segments that influenced strategy) and growth of device choices and distribution channels came next, similar to global CMOs’ concerns. We find out how they play out for the Indian CMO.(Figure 1)

Surprise, surprise

As much as 52 per cent of the Indian CMOs considered the social media as a key engagement channel and 49 per cent wanted to monitor their brands through the medium, a function that marketers call social listening. Virginia Sharma, vice-president, marketing & communications, IBM India and South Asia, who conducted the study’s Indian and Sri Lankan phases, notes, “Despite the high regard for social media, my Indian counterparts feel more unprepared than CMOs anywhere else. This is unexpected because at any marketing forum, we talk about social media all the time.”

Tata Teleservices Senior Vice-President and National Business Marketing Head Abdul Khan feels, “The anxiety of most CMOs stem from the fear of retaliation on social media. While many use it personally, they can’t figure out how to apply it to their businesses. They just need to learn to converse with the audience.”

Even the largest retailer in the country, Future Group, is rolling out its loyalty programme now in a sector which is supposed to put a high premium on CRM. Group Strategy and Consumer Director of Future Group, Vibha Rishi, who leads marketing and customer strategy there, says it will span seven of its formats. “It will open a direct line to the consumer to communicate. We could later collaborate with brands,” she adds.
The study revealed that marketers are becoming more curious about technology such as dashboards and analytics that will make their work easier; till now the IT transformations of other departments had put them off. But changes are in the offing. RIM’s Baruah points out, “The marketing and sales at RIM have a common software at the stores which shows what kind of customers bought which handsets, keyed in by our sales promoters.
There is also our telecom partners who let us reach audiences of specific handsets for promotions targeted at them. We don’t have to depend on mainstream ads for that.”
Essar Group President, Corporate Branding & Strategic Initiatives, Shivnath Thukral says, “We have software to track which programmes are popular on our internal TV network so we can re-engineer the laggards to be more effective. A dashboard tells us how we are perceived on the social media every week.”
In the use of technology, after CRM, the Indian and Sri Lankan CMOs (11 in number, the other voice in the study’s India-South Asia statistics) held customer analytics (86 per cent), mobile applications (83 per cent), social media technology (80 per cent) and predictive analytics (76 per cent) as important.
While technology for social media and data analytics has been top of the CMOs’ minds, they still held these skills less important than the traditional ones of leadership qualities, competitive trends insight and creative thinking. White says, “Their biggest concerns — social media, data analytics, financial skills — are the ones they think are least important for them to personally have versus more traditional marketing skills. But CMOs who will also embody these new trends would lead the transformation that is happening in the market.”

The intent to outsource more of their marketing portfolio could be a reason for such a trend. Sharma says, “This could be related to the tendency we saw of CMOs looking at outsourcing more of their marketing portfolio. So you see a huge amount of reliance on the agencies.” White adds, “Design, market research, analytics and even strategy work would likely be outsourced in the next three-five years according to CMOs.”

Baruah says, “Outsourcing is necessary once you reach a certain scale for effective management.” Sandeep Singh Arora, executive vice-president, PepsiCo India, says, “Marketing trends change every three-four months. Outsourcing is needed for the right capability.” Adds Rishi of Future Group, “If we had not outsourced our loyalty programme to Payback, we would have had to reinvent the wheel. This will also allow us to access insights from other customer bases as offered by Payback since modern trade reach is still limited.”
There are pitfalls in outsourcing. Sharma points out, “Take social media. Some agencies can’t bring the broader business context for an integrated plan and treat social media as a standalone engine, distorting the relevance of such a medium.” That is why most marketers have tight in-house teams for new tools like social media to oversee agencies. “With advocacy involved in the medium, it is risky to outsource it completely,” points out White.
Building advocates
CMOs realise the use of digital technology as ways of increasing customer advocacy or loyalty. But White says they should not forget the customer within the company. “Defining the corporate character is what brings out loyalty among customers. But it is not just for the CMO to define it. The CMO has to ensure that the employees are living it as well. The social spheres of the employees will further increase the reach of such branding. Above the line and digital branding are no more enough.”
Sharma sheds light on the CMOs’ mindset, “A lot of our community comes from the agency background; as a result outbound communication takes precedence over making brand advocates out of employees.” Some CMOs ensure that their employees get to try the products they launch while others build attention-grabbing mediums to communicate. While Garnier and RIM for example, give out their products to employees (Garnier even to dealers), Essar built a TV channel called e-view for employees. Plans are on to take it on its website for outsiders to watch as well.
However, when dealing with employees, the CMO would have no choice but to work with the chief human resource officer. And they seem to be doing just that, apart from working more closely with the CxOs within the company. Max Bupa Marketing Director Shefali Chhachhi says, “CMOs should also be chief motivating officers. We run the internal communication with our HRO.” Arora of PepsiCo has worked with the CIO on data warehousing for his retail audits. Thukral says, “In corporate branding, I have to work with our many company CEOs and the product CMOs for understanding the products because I understand corporate branding and they, products.”

Collaborating with the other chiefs is a result of not only corporate branding efforts. It is a result of what the study shows as the CMO’s growing share of voice in the 4Ps of traditional marketing. While ‘promotion’ is what had been her traditional role, the influence on ‘product’ development and supply chain, ‘place’ or distribution channels and ‘pricing’ is on the rise. Nearly 50 per cent of the India-South Asia CMOs cite influence over all the 4 Ps. While aligning internal and external communication is paramount in promotion (86 per cent say so), product service portfolio is second-most important for them in ‘product’ (59 per cent), after researching consumer needs (69 per cent).

In ‘place’, managing the customer experience at multiple touch-points (62 per cent) and selecting channels (51 per cent) were areas of influence. ‘Pricing’ saw 52 per cent of the CMOs assert they had a say in competitive pricing assessment and 41 per cent even understood cross-company pricing policy. Customer servicing after sales is another area on which CMOs have begun to keep tabs. Sharma says, “Marketing is no more only about awareness. It is about managing the full lifecycle of the customer experience.”

Return on investments (RoI) for the CMO is still being measured in traditional metrics such as GRPs (gross rating points) for a television campaign. Sixty-nine per cent of the India-South Asia CMOs feel marketing RoI will be the most important measuring tool for success by 2015. However, like their global counterparts, proving its value in numbers is a challenge. In India, customer experience and customer acquisitions are being viewed as equally important metrics to define the CMO’s success. The agencies that aid the CMO in her work are also feeling some of the brunt in this drive for clear RoIs. The tussle between traditional retainer fees and outcome-based payment goes on. Khan of Tata Tele says, “The shift from awareness metrics to financial measures in marketing is still some time away.”

Boardroom discussions on marketing RoI at RIM are around traditional pre- and post-campaign metrics. But Baruah notes that there is a new acceptance in other functions such as sales to understand these awareness metrics. He is not worried because media metrics are the same for everyone in the market. “The cross-function collaboration has helped. So, if we find that awareness after a campaign was high but it did not translate into sales, we go back the brand funnel and see what hampered the purchase decision. It could be product features or place of purchase, for example.”
Arora of PepsiCo says, “RoI metrics have not changed for marketing. But the ability to get data on those has improved significantly. Awareness and trials generated, repeat purchases, amount of social media conversations can all be calculated.” At times, the company culture also modifies the metrics. Richa Singh, general manager, Matrix (the salon brand of L’Oreal), who was earlier chief marketing officer of Garnier, says, “As a company (Garnier), we balance the qualitative with the quantitative in our marketing RoI. We would even look at the kind of programmes that media planners put our ads into rather than just a certain number of GRPs.”
White says, “In the debriefs that we give to the CMOs who have participated, cross CxO collaboration is finding a lot of favour. It also ranks high in the personal skills that they want to hone.”

The IBM duo suggests setting up small action teams comprising top young talent to work on the biggest concern of the CMO in their debriefing sessions. Else, book that meeting with the other CxO — discuss key measures for marketing with the CFO (chief financial officer), the corporate character with the CHRO and data analytics with the CIO (chief information officer). That should, feel the duo, keep the CMO’s worries at bay for now.

LIFE: A Letter from "Mom n Dad"...

2011-11-13T07:28:00.000-08:00

LIFE: A Letter from "Mom n Dad"...: PLEASE READ PROPERLY... .... A Letter from "Mom n Dad"... My child, When I get old, I hope you understand ...

A Letter from "Mom n Dad"...

2011-11-13T07:21:00.001-08:00

PLEASE READ PROPERLY... ....

A Letter from "Mom n Dad"...

My child,

When I get old, I hope you understand

'n have patience with me

In case I break the plate, or spill soup

on the table because I’m losing my

eyesight, I hope you don’t yell at me.

Older people are sensitive, always

having self pity when you yell.

When my hearing gets worse 'n I can’t

hear what you’re saying, I hope you

don’t call me ‘Deaf!’

Please repeat what you said or write it

down.

I’m sorry, my child.

I’m getting older.

When my knees get weaker, I hope you

have the patience to help me get up.

Like how I used to help you while you

were little, learning how to walk.

Please bear with me, when I keep

repeating myself like a broken record, I

hope you just keep listening to me.

Please don’t make fun of me, or get

sick of listening to me.

Do you remember when you were little

'n you wanted a ballon? You repeated

yourself over 'n over until you get what

you wanted.

Please also pardon my smell. I smell

like an old person.Please don’t force

me to shower.

My body is weak.

Old people get sick easily when they’re

cold. I hope I don’t gross you out.

Do you remember when you were

little? I used to chase you around

because you didn’t want to shower.

I hope you can be patient with me

when I’m always cranky. It’s all part of

getting old.

You’ll understand when you’re older.

'n if you have spare time, I hope we

can talk even for a few minutes.

I’m always all by myself all the time, 'n

have no one to talk to.

I know you’re busy with work.

Even if you’re not interested in my

stories, please have time for me.

Do you remember when you were

little? I used to listen to your stories

about your teddy bear.

When the time comes, 'n I get ill 'n

bedridden, I hope you have the

patience to take care of me.

I’m sorry if I accidentally wet the bed

or make a mess.

I hope you have the patience to take

care of me during the last few

moments of my life.

I’m not going to last much longer,

anyway.

When the time of my death comes, I

hope you hold my hand 'n give me

strength to face death.

'n don’t worry..

When I finally meet our creator, I will

whisper in his ear to bless you.

Because you loved your Mom 'n Dad.

Thank you so much for your care.

We love you. ! ♥

"Just Share This If You Love It & You

Will Never Leave Your Parents At Any

Cost"

PLEASE LIKE AND SHARE, DONT

IGNORE :)

LIFE: THE NIGHTINGALE AND THE ROSE

2011-11-13T04:19:00.000-08:00

LIFE: THE NIGHTINGALE AND THE ROSE: "She said that she would dance with me if I brought her red roses," cried the young Student; "but in all my garden ...