BRAND KERALA FEBRUARY 2016

Vol. 6 No.2 2016 Feb.15-Mar.14 Pages 52 Price ` 50

w w w. b r a n d k e r a l a . b i z

A MIRROR TO KERALA’S

BUSNINESS DEVELOPMENT

ISSN 2249244-5

Ms. ORGANIC

Anupama T.V. IAS,

Food safety Commissioner of Kerala

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Coir Kerala I Subhodam I Kerala Tourism I Ultra- marathoner I Cyclathon

Vol. 6 No. 02 February 2016 Pages 52 Price ` 50

Editor’s Note

Alarming situation of Kerala’s economy: Is Kerala facing economic meltdown?

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erala’s economy in the last three decades is mainly depends on three major factors, Non Resident Keralite remittance from gulf countries, which is mainly driver by oil economy, second one is tourism, which mainly depends on European economy and third one is agriculture, mainly rubber based and spices exports, which is totally depends on several global factors.

But what are the current conditions of these sectors?

Oil price across the globe has slashed steeply from 120 dollars to less than 35 dollars and many Gulf Countries has bleeding like never before in the past, which ultimately affects the fortune of more than 25 lakhs Malayalees, those who are nerve centre of Kerala’s economy and development in the last half century.

The global recession which started in 2009 and resulted the total slow down of European & UK economy, badly affected our forex earnings and future of tourism industry in Kerala.

Now the fall of the Rubber price in the global market has severely, put on hold of Agriculture economy, mainly the hill towns and village across Kerala.

Farmers in Kerala’s rubber belt, comprising districts like Kottayam, Pathanamthitta and Idukki have been going through one of the worst phases of price fall in rubber in a long time, with prices plunging to less Rs 100 per kg from its peak level of Rs 240 per kg in 2011. Appeals, memoranda and even strikes — the 10 lakh-odd rubber farmers and their families in the state have tried it all to convince the policy makers about the need to curb imports and improve domestic prices. So when even hartals fail, there’s only one option left: prayers of intercession for divine intervention.

Recently St Thomas Church at Pala in Kottayam district, the nerve centre of rubber cultivation in the country, saw an unlikely bunch of worshippers who had congregated for a week of invocation. Some 500 rubber cultivators communed with the gods through the week for prayers that lasted from morning to dusk. The objective: to persuade the divine to lift rubber prices. “Prices may not rise directly on account of the prayers. But the prayers will help the policy makers to see things in a better perspective,” avers Father Thomas Malayil.

Just as the Kerala economy is dependent on the remittances from abroad, the financial fortunes of Central Kerala district and its neighbouring suburbs are closely linked to the price movements of natural rubber. Any wide fluctuation in the prices is immediately reflected in the overall economy of the district.

The closure of the bars, due to the bad excise policy of current Kerala government has compounded the woes of the restaurant. The state government had closed all bars in the state except in five-star. Not surprisingly, the restaurant’s income has shrunk. Along with the rubber prices and bar hotel closures, real estate and construction sectors have also crashed. Falling rubber prices and poor business atmosphere in tourism and hospitality sectors in Kerala are not only affecting the growers and local entrepreneurs but also banks. With prices plummeting to a six-year low, growers’ savings have reduced and fresh loans to the sector have slowed, according to bankers in the State.

This is the time to act collectively for major bounce back of Kerala. Our Chief Minister a presented a dream budget in the assembly with many major announcement and projects across all sectors, without finding any solution for revenue collection. States total bet has crossed over 1.30 lakhs crores and from March onwards more than 82 % of total state exchequer goes for salary and pension of government servants. Another 8 to 10 % will spend for interest for the loans, which was availed by state government to maintain state treasury.

The overall situation of Kerala’s economy is alarming. Where are we going with these debt and empty treasury?

February 2016

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News RNI NO. KERENG 2010/36920 ISSN NO. 2249244-5 Managing Editor : Ravisankar K.V. Executive Editor : Rajani A. Chief Operating Officer : Vinod Rajasekar Art Editor : N. Bhattathiri Layout Artist : Aju T. Managment Executive : Divya N.S. Business & Editorial Contacts : New Delhi : D. Anil Kumar Tel : +91 11-24634248, Mob : +91 98681 23311 Kolkata : Jayasree Singh Tel : +91 33 40051489, Mob : +91 9433060333 Bangaluru : Damadaran K. Menon Mob : +91 9035616040 Hyderabad : Premraj A. Mob : +91 9745598126 Coimbatore : Biju Thomas Mob : +91 9944194037 Pondichery : K.Ramasubramanian Mob : +91 98949 77161 UK-England : T. Haridas 86 Tooting High St. London SW 17 0RN Mob : +447775833754 Germany-Berlin : Thomas Kannankeril Reiseburo Skyreisen, Pots damer Str. 189,10783 Berlin Tel:49-30/82309240, Fax: 49-30/82309241

All should remain happy & healthy PM Narendra Modi_ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _

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Kerala liquor policy Model for the world_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 11 Kerala Tourism Wins Best Pavilion Award _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _

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ATTOI launches Navaratana ‘Experiessential’ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 14

Editorial & Corporate Office : Brand Kerala Media House Pvt. Ltd. Tourism House, PLRA 12/1 Panikers Line, Sasthamangalam (PO) Trivandrum, Kerala, India, 695 010.

Tel : +91 471 2315256 Fax: +91 471 2315197 E mail: editor@brandkerala.biz Internet edition: www.brandkerala.biz Digital Edition : www.issuu.com/brandkerala facebook.com/brandkerala No part of this magazine may be reproduced without the written permission of Brand Kerala Media House Pvt. Ltd. All rights reserved. Copyright © 2016 Owned, Edited, Printed and Published by K.V. Ravisankar Tourism House, PLRA 12/1 Panikers Line, Sasthamangalam (PO) Trivandrum, Kerala, India, 695 010. at Amara Kerala Industries, Cochin for Arsha Offset Graphix, Janvilla Line, Vellayambalam Thiruvananthapuram - 695 010.

Australian to begin “Spirit of India Run” _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

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HLL distributes Pratheeksha Scholarships _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ 18 Cover : Ms. Anupama T.V. Photo : Vivek R. Nair 6

February 2016

CONTENT Binderless boards from Coconut husks Dutch expert _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 32

Cover Story

New phase of traditional industry_ _ _ __ __ _ _ 33 Coirfed products entice international market _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ 34 Lifestyle Products Woos Crowd _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 35 Anupama, who triggers Organic Food drive in Kerala _ _ _ _ _ _ _ _ __ _ _

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Crusade for a Organic &Healthy Kerala _ _ _ _ _ _ _ _ _ _ _ _ _ _ 22

Coir wall panels _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ 36 Coir fibre baskets substitute plastic pots _ _ _ _

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KKung Fu Master adoing the walls of homes_ _ _ _ _ _ _ _ _ _ __ _ 38

Personality of the Month Man with a Midas Touch -Sohan Roy _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 24

Cyclathon on Valentine’s Dayy _ _ _ _ _ _ _ _ _ _ _ 39 From Thailand with Passion_ _ _ _ _ _ _ _ _ _ _ _ 40 Solar Energy plans leap frog _ _ _ _ _ _ _ _ _ _ _ _ 42 largest Complan Cup and the hunt for ‘Complan Kids’ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 46 Questioning Me ?_ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

‘JALAM’ World’s First Charity Movie _ _ _ _ _ _ _ _ _ _ _ _ _

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Why geopolitics is the biggest threat to the IT industry _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 48

Focus / Coir Increasing exports imperative for economy_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 28 Coir Kerala Buyer-Seller meet _ _ _ _ _ _ _ _ _ _ _ 30

February 2016

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Mr. Narendra Modi, Prime Minister of India addressing the delegates of the Global Ayurveda Festival, in Kozhikode, Kerala on February 02, 2016. Justice (Retd.) P. Sathasivam, Governor of Kerala, Mr. Oommen Chandy, the Chief Minister of Kerala, Mr. Srpad Yasso Naik, Union Minister of State for Ayush, Mr. V.S. Sivakumar, Minister for Health & Ayush, Kerala, Mr. M.K. Raghavan M and other dignitaries are also seen.

All should remain

happy & healthy PM Narendra Modi

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erala is the hub of traditional Ayurveda. This is not only due to the long, uninterrupted practice of Ayurveda in this state, but also due to the global popularity of its authentic medicines and therapies, and now, the vast, fast growing network of health resorts and hospitals of Ayurveda, said Mr. Narendra Modi, Prime Minister of India while inaugurating the Vision Conclave of the Global Ayurveda Festival at Kozhikode today.

like Ayurveda, yoga and siddha believes in a harmonious relationship with nature. Over the time, we also interacted with different civilizations and assimilated other systems of medicine as well. All these systems were based on the our ancient philosophy of “All should remain happy, all should remain healthy”.These systems try to create balance and preserve health through eco-friendly practices and sustainable sourcing of medicinal herbs.

Prime Minister reiterated the long tradition of saints and hermits who created Indian systems of healthcare

Unfortunately, the real potential of Ayurveda is untapped because of many reasons. Most important-

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February 2016

ly because of inadequate scientific scrutiny and concerns regarding standards and quality. If these issues are addressed properly, I am sure Ayurveda can provide solutions to many health problems. India can be a leader in making affordable, holistic health care available to the world, he said Ayurveda is generally defined as ‘Science of life’ by translating ‘Ayuh(r)’ as life and ‘Veda’ as science. Sushruta defines health as: Samdosha, samagni, samdhatu malakriyah Prasannatma, indriyas manah swath abhidayate. This means that health

News is balanced when all three doshas or bioenergy and agni or metabolic process are balanced, and excretions are in proper order. When atman or soul, senses, manah or intellect are in harmony with internal peace, svastha or optimal health is achieved.

Compare this with the definition of health that the World Health Organization uses: health is a complete state of physical, mental and social well-being, and not merely the absence of disease or infirmity. So we see how strongly the principles of Ayurveda are aligned with the definition of health propagated by the WHO. Health is the complete state of well being and not the absence of disease. Today, Ayurveda is relevant globally because of its holistic and comprehensive approach to health.

The Ayurvedic ‘dincharya’ or daily schedule helps to bring about peace and harmony in one’s life. Ayurvedic daily life routines are meant to enhance the total health of a human being, both mental and physical.

What are the great health challenges that the world is facing today? Non-communicable diseases, lifestyle related diseases like hypertension, diabetes, and cancers have become the greatest health challenges. WHO estimates that non-communicable diseases kill about 38 million people each year and almost three quarters of NCD deaths, that is 28 million, occur in low and middle-income countries. It is in managing these that Ayurveda offers solutions.

During his speech, he himself raised a question, What can we do, and what are we doing to address these issues and deliver his commitment to address the issue of promotion of Ayurveda and traditional systems of medicine. As soon as this government was formed, the Department of AYUSH was upgraded to the status of a full Ministry in the Government of India.

The National AYUSH Mission has been started to promote AYUSH medical systems through cost effective AYUSH services, strengthening of educational systems, facilitating the enforcement of quality control of Ayurveda, Siddha and Unani & Homoeopathy drugs and sustainable availability of raw-materials.

For quality control of AYUSH drugs, steps are being taken to bring regulatory amendments for effective enforcement and strengthening the regulatory framework at the Central and State levels.

To ensure credibility of knowledge and skills of yoga experts, a Scheme for Voluntary Certification of Yoga Professionals has been launched on 22nd June last year during the “International Conference on Yoga for

Holistic Health”.

In the words of Swami Vivekananda, therefore, we shall- “COMBINE THE BEST OF EAST WITH THAT OF THE WEST”. Modern systems of medicine have strong and effective diagnostic tools that allow us to screen and detect disease early. The use of technology in healthcare has the potential to reduce barriers to accessing care, and improve our understanding of disease pattern. We need to look beyond providing healthcare and engage in the pursuit of good health, a combination of physical and mental well being. The escalating costs of treatment, the side effects of medicines have prompted medical experts to think of widening their horizons to traditional systems of medicine., said Mr. Modi We are committed to promote the use of traditional medicine in our Public Health System through regulation of research and appropriate integration of quality products, practices, and practitioners into the health system, PM added in his address. Our efforts are to tap the real potential of Ayurveda and other AYUSH systems in imparting preventive, promotive and holistic health-

Mr. Narendra Modi, Prime Minister of India being welcomed by the Justice (Retd.) P. Sathasivam, Governor of Kerala and Mr. Oommen Chandy, the Chief Minister of Kerala , on his arrival at Kozhikode Airport, in Kerala on February 02, 2016.

February 2016

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News care to the people. We will maximize the utilization of Ayurveda and Yoga and other traditions of healing in accordance with their genius and acumen and help promotion of integrative medical facilities. Young entrepreneurs who are planning a start-up could find a lot of opportunities in holistic healthcare.

In the context of health sector planning, while we think of the utility and contemporary relevance of Ayurveda and other traditional medical systems, it is also important to ponder over the realities and the challenges faced by these systems. Traditional medicine is affordable to many of the rural people. It is locally available to the communities, time-tested for its safety and efficacy. Above all, it imbibes the culture and eco-system of the communities within which it grows.

India has a long history and rich heritage of Ayurveda and Yoga. The

multi-cultural origins of Ayurvedic knowledge are revealed in the classical texts themselves. Both Charaka Samhita and Sushruta Samhita urge physicians to seek the help of cowherds, hunters and forest-dwellers for procuring medicinal plants. In the Charaka Samhita, we notice the participation and contribution of a Central Asian physician in one of the assemblies of scholars gathered to formulate the principles of Ayurveda..

He summarized his speech with the reference from Ashtangahridayam, one of the most famous texts of Ayurveda, “The poor, those suffering from disease and those afflicted by sorrow should be helped. Even insects and ants should be treated with compassion, just as one’s own self. This is the guiding spirit of Ayurveda. Let this be the guiding spirit for all of us, “Ayurveda sector is growing at 15

per cent to 20 per cent annually, and the State Government is focussed on providing quality and affordable healthcare, including indigenous systems of medicines even in municipalities and grama panchayats,” said, Mr. OOmmen Chandy, Chief Minister of Kerala while addressing the gathering. He requested to Prime Minister that the international standards Ayurveda research institute planned by the Central Government to be established in Kerala.

Mr. Sripad Yasso Naik, Union Minister of State for AYUSH said the government was into tie-ups with Asian and European countries to promote Indian systems of medicine globally, and planned to bring Ayurveda into the National Health Mission.

Justice Mr. P. Sathasivam, Governer of Kerala, Mr. V.S. Sivakumar, Minsiter for Health & family Affairs, Kerala and Mr. M.K. Rafghavan MP among those who were present.

Mr. Narendra Modi, Prime Minister of India at Global Ayurveda Festival, in Kozhikode. Mr. Srpad Yasso Naik, Union Minister of State for Ayush , Justice (Retd.) P. Sathasivam, Governor of Kerala, Mr. Oommen Chandy, the Chief Minister of Kerala,, Mr. V.S. Sivakumar, Minister for Health & Ayush, Kerala and Mr. M.K. Raghavan M are also seen 10

February 2016

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Kerala liquor policy

Model for the world I

nternational policy advocates praised Kerala’s alcohol policy as a “model for the world” and said they would like to collaborate with the government in the global fight against alcohol at the inaugural function of Subodham I-CON 2016, an international conference on ‘Effective Strategies for the Prevention of Alcohol & Substance Abuse’ at Tagore Theatre in the capital city.

Mr. Oommen Chandy, Chief Minister of Kerala has inaugurated Subodham I-CON 2016, a three-day conference that will showcase to delegates from around the world the state government’s 201415 liquor policy aimed at an ‘addiction free Kerala’ by 2030. The conference will also consider global trends in demand reduction, harm reduction and research from around the globe.

“There have been measurable results in supply reduction thanks to the government policy; crime rates have come down and there has been an improvement in the quality of life of families,” said Mr. Oommen Chandy. “I hope the world will consider this as a new Kerala model in this area.”

Around 150 national and international delegates including representatives from the World Health Organization, the United Nations Office on Drugs and Crime, the Global Alcohol Policy Alliance and NGOs will participate in the conference hosted by the Subodham initiative set up last April to tackle addiction through awareness, research and rehabilitation programmes.

Mr. Oommen Chandy, the Chief Minister of Kerala lighting the traditional lamp to mark the inauguration of Subodham I CON 2016 at Trivandrum in the presence of Mr Derek Rutherford, Prof Sally Casswell, Mr. W R Reddy, Principal Secretary of Taxes, Mr. Anil Xavier, Excise Commissioner, Mr. Johnson J Edayaranmula, Advisor of Subodham and Dr K Ampady, Director of Subodham.

“The government has earmarked Rs 78 crore for Subodham this year, and Rs 148 crore over the next two years,” said Mr. K Babu, Excise Minister . “It is our endeavour to take the government’s bold and determined liquor policy to its logical conclusion in the face of brutal victimisation and baseless allegations.”

Global policy expert Mr Derek Rutherford and WHO Expert Committee Chairperson Prof Sally Casswell congratulated the government for seizing the opportunity to take action. “It is

noteworthy that the government has recognised that its first priority is the people’s health and social well being,” said Mr Rutherford in his keynote address. “A partnership between civil society and the government is essential for taking forward this government policy.”

Also present at the function were Mr. W R Reddy, Principal Secretary of Taxes , Mr. Anil Xavier, Excise Commissioner, Mr. Johnson J Edayaranmula, Subodham Advisor and Dr K Ampady, Subodham Director.

February 2016

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News

Kerala Tourism Wins Best Pavilion Award

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tate’s boat race-themed stand a big hit at second largest travel and tourism fair

from 165 countries participated at the 36th edition of FITUR held from January 20 to 24.

Kerala Tourism has emerged as one among the four winners at FITUR the second largest travel and tourism fair in the Spain. The tourism department has bagged the award in the destination category along with Mexico, Japan and Nepal.

A large number of visitors flocked to the Kerala pavilion, which was adorned by two replicas of the snake boats, making it one of the most-photographed pavilions at the FITUR.

The event, attended by the Who’s Who of global tourism sector had an eye catching Kerala Tourism pavilion themed on the fabled snake boat race that proved a crowd puller among delegates. 9,500 companies

The state pavilion, created with the stunning images of the boat races of Kerala, won the Best Stand award for design, communication and professionalism.

“The award for our pavilion at the

famed travel and tourism trade show is a huge honour for our state,” said Mr. A P Anil Kumar, Kerala Tourism Minister who led the Kerala delegation at FITUR. “The award shows the strength of the rich cultural traditions of our people, which makes all of us proud,” said the Minister.

“The international award, which comes in the ‘Visit Kerala’ year, will

Mr. A.P. Anilkumar, Minister for Tourism, Kerala with Kerala Tourism trade participants at FITUR Madrid Spain

News News

Dr C.V. Ananda Bose

Pitches for Youth in UN

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he United Nations should induct youngsters at its top leadership and set an example to the world which is seeing a surge in the percentage of youth population, bureaucrat-orator-writer Dr C.V. Ananda Bose said at a convention of the international body.

With the world currently having the highest-ever youth population of 1.8 billion (between 10 and 24 years of age), there should be a UN Commission for Youth, he said while taking part in a ten-day UN conclave in connection with the 70th anniversary of the Economic and Social Council in New York. Such a wing will serve as

a “watchdog of the perceptions, perspectives, aspirations and vision” of the youth.

“The younger generation has a right to lead themselves to the future,” said the administrator who pioneered path-breaking innovations in rural development, affordable housing, eco-tourism, public grievance redressal, women’s empowerment and promotion of art and culture. “The old leading the young is an unacceptable paradigm. The youth are not creatures of the past or custodians of the present; they are creators of the future.”

Dr. Bose, a UN expert on housing and member of the governing council of UN Habitat, is a recipient of the ‘Global Best Practice’ selection of the UN five times.

He is currently the Chairman of Central Warehousing Corporation and Central Railside Warehousing Company.

The conference was inaugurated

certainly help our state achieve further growth in foreign tourist arrivals in the future,” Mr. Anil Kumar added.

nation in the world, but also makes us known in newer markets across the globe,” the Tourism Principal Secretary added.

The sprawling independent pavilion of Kerala Tourism built on a 60-square metre area, had participation from four co-exhibitors representing the state’s private tourism and hospitality sector.

The FITUR, organised by Madrid’s trade fair organisation, called IFEMA (Feria de Madrid), was held at the IFEMA Convention Centre, one of the biggest exhibition grounds in the world.

“It is a significant international honour bestowed at the world’s second most important travel and tourism industry event,” said Mr. G Kamala Vardhana Rao IAS, Principal Secretary Tourism of Kerala.

Mr. P I Sheik Pareeth IAS, Director of Kerala Tourism said the award at FITUR would further encourage the tourism department to target further goals in the state’s tourism sector.

He also added that the award has increased the brand value of the state and with this comes more responsibility.

“The award offers huge encouragement to all our stakeholders,” Mr. Pareeth added.

“The award not only consolidates our position as a top tourism desti-

over video by Prime Minister Narendra Modi, UN Secretary-General Ban Ki-moon presented the report on sustainable development goals. Ministers and permanent representatives from 150 countries participated in the event along with representatives of the civil society.

The award winning pavilion was conceived and designed by Stark Com-

munications, the marketing agency of Kerala Tourism and executed by Art Director Sabu Sivan and team.

A whopping 1.25lakh trade participants attended the FITUR last year with over 97,000 visitors from the general public, who were eager to discover, assess and book the latest tourism products and services.

With its wide reach in the Spanish-speaking countries spread across the continents, FITUR is a global meeting point for tourism professionals and the leading trade fair for inbound and outbound Ibero American markets.

The co-exhibitors at the Kerala pavilion in FITUR were Ananthara Hotels & Resorts, CGH Earth, Kumarakom Lake Resort, and Pioneer Personalized Holidays.

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News

ATTOI launches Navaratana ‘Experiessential’

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irst it was the Kerala Travel Mart. Now, nearly two decades after they came together to launch the country’s only travel trade show by a state, tour operators in ‘God’s Own Country’ will team up once again to create a consortium to sell an unprecedented 500 packages for visitors to the state.

The highlight of the packages, called Navaratana Experiessential Holidays, is a nine ‘gem-like’ days of essential experiences in Kerala, including an insight into

village life, community interactions and promotion of sustainable tourism practices.

climb the coconut trees, do fishing in the lakes or make coir with village women.

Tourists will be able to launch their holidays by breaking a coconut at a temple, a traditional method in Kerala of making an auspicious beginning. They could also travel in boats on the state’s iconic lakes and rivers with the local people, and eat the mouthwatering lunch with a Syrian Christian Orthodox family of central Kerala. The more adventurous will also be able to

The first phase of packages by the consortium, Association of

Mr. A.P. Anilkumar, Minister for Tourism, Kerala handing over the first copy of Navaratana ‘Experiessential brochure to reputed tour operator and travel writer from Sweden, Ms Marianne Hard Af Stegarstad. Mr. Anish Kumar P K, President of ATTOI and Mr. K.R. Jyothilal IAS Secretary of Kerala Tourism are also seen.

News Tourism Trade Organisations India (ATTOI), targeted at foreign tourists was launched by Mr. A P Anilkumar , Minister for Tourism, Kerala . It will be followed by another phase of packages for domestic tourists.

“The public-private partnership in our state’s tourism sector has been demonstrating to the world the huge benefits in working together. The new alliance of tour operators in Kerala is yet another example of the commitment to promote tourism and contribute to the growth of all sections of the society,” he added.

“The initiative also underlines the determination to continue to serve our esteemed guests from all over the world and present them with life-changing experiences in our state,” the Minister said.

“The state government’s plan allocation to the tourism fund has been increased from Rs 100 Crores to Rs 225 Crores in the course of five years. This will be further increased in the coming budget session,” said the minister.

Mr. Anilkumar launched the Navaratana ‘Experiessential’ Holidays package by handing over the first copy of the package brochure to reputed tour operator and travel writer from Sweden, Ms Marianne Hard Af Stegarstad.

The finer elements of the industry consortium by ATTOI involve the coming together of hotels, tour operators and vendors at each destination.

“It is the first time in India that tour operators are gathering under one umbrella for joint pro-

Navaratana ‘Experiessential’ Holidays offer 99 experiences in 9 days; A total of 500 tour packages to be offered in first phase motion of a package,” Mr. Anilkumar said.

The move is expected to support the industry partners.

“It is not only a product updating for Kerala, coming out of the same old repeated itineraries and products, but a step that will help rebrand Kerala as a “new destination” and overcome competition from other destinations,” the Minister added.

The Navaratana ‘Experiessential’ Holidays ensure a feeling of freshness through hands-on experience of the “real Kerala” of superficial holidays. Local interactions and highlighting the unique traditions and life style of Kerala are the other components of the package.

“Coming out of the comforts of the hotel room and car and to taking a plunge into the Kerala life is the motto of the new

Unprecedented Industry Alliance in Kerala to Light Up India’s Tourism Calendar in 2016

packages,” said Mr. K.R. Jyothilal IAS, Secretary of Kerala Tourism.

“The new campaign currently covers places in Southern Kerala. We will further include destinations in Northern Kerala as well,” the Secretary added.

Mr. Anish Kumar P K, President of ATTOI, who was present on the occasion, said it was a collective and focused effort to promote the destination.

“The Navaratana ‘Experiessential’ Holidays is going to redefine the way we see Kerala with 99 unique experiences in nine days,” Mr. Anish said.

The Navaratana ‘Experiessential’ Holidays also envisage interactive cooking demonstrations to experience Kerala’s famous culinary culture, eating dosa at local restaurants, having coffee with a Brahmin family to echo the tradition of ‘Agraharam’ visits, walks through the wavy, lush green paddy fields, and bullock cart rides.

A tour of the Muziris heritage project reviving Kerala’s more than two-millennia-old trade and cultural ties with the rest of the world will be another attraction of the packages.

The packages will also include insights into the state’s time-tested tradition of Ayurveda and full body massages. Jungle boat safari, backwater cruises on houseboats and tea factory visits will be the other highlights.

Mr. Chacko Paul, President of South Kerala Hoteliers’ Forum and Mr. Sreekumara Menon, Secretary of ATTOI also attended the function.

February 2016

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News

Australian to begin

“Spirit of India Run” R ecord-setting Australian endurance runner and former parliamentarian Pat Farmer on Tuesday began his run traversing the length of India – from Kanyakumari to Kashmir – with the primary goal to raise funds for the education of girls.

The run also aims to cement relations between India and Australia; encourage tourism and personal relationships with a view to create awareness of India as a tourism destination and showcase it as a positive country in Australia.

Farmer, 53, was given a rousing reception on the border between Tamil Nadu and Kerala at the township of Kaliakkavilai. Tourism Department officials and Arjuna awardee Smt. Omana Kumari were present.

Despite having covered over 50 km in wilting heat, Farmer enjoyed a spirited interaction with curious locals and students from Institute of Hotel Management and Catering

Technology Kovalam.

Farmer will travel a distance of 4,600 km from India’s southernmost point to Srinagar over a period of 60 days, covering an average of 76 km a day – or roughly equivalent in length to two marathons –across some 10 states.

The first leg of the ‘Spirit of India Run’ will see Farmer journey through Kerala –as a guest of the state Tourism Department – from Poovar on up through Kochi and Kasargod before crossing over into Karwar in Karnataka. He will then hug the western coastline upwards into Goa, Maharashtra, Gujarat and beyond.

A Kerala Tourism branded vehicle and a liaison officer are accompanying the run. The Tourism Department has already accounted for the run’s logistics in the state, including accommodations for the crew at each halt.

Farmer expects to cross the finish

line in Srinagar on March 30, following which he is slated to fly to Delhi for a reception in his honour. A number of similar gatherings are planned at the various halts on his route to maintain the run’s momentum and message. Kerala Tourism and India Tourism have jointly arranged ‘India Evening’ functions in Farmer’s honour at Varkala on January 27, Kochi on January 29 and a send-off on February 4, at Kasaragod “I feel very privileged to be here in this beautiful state. I love the palm trees, I love the fact that it’s close to the ocean because my home in Sydney is close to the ocean as well,” Farmer said. “I look forward to showcasing the best that India has to offer.”

Stopovers will also entail visits to schools and other educational institutions to impart such lessons as the importance of universal education and health. Two government girls’ schools at Attingal and Tirur will host interactions between Farmer and girl students.

“It’s important that people especially young people are inspired and come to understand that problems can be tackled by ordinary people putting one foot in front of the other,” Farmer said.

The nine locations to be covered in Kerala are Poovar, Varkala, Harippad, Kochi, Guruvayoor, Feroke, Vadakara, Payyanur and Kasaragod.

“It’s a long way. Every day, it’s big

News mileage and it will be tough – especially over the first week to get acclimatised to the heat and humidity,” Farmer said. “But I don’t want it easy.

This is not an Australian journey. It’s about the spirit of India.”

“My driving force, what keeps me going, is being able to make a difference. I care about supporting people, about helping people,” he added.

Even among the myriad athletic feats undertaken for worthy causes today, Farmer’s endeavours over a two-decade –long running career have taken things several steps further. Literally.

He has completed ultra-marathons in the Middle East – a 20-day campaign spreading the message of peace over a 1,500 km stretch from Lebanon to Jerusalem, and Vietnam.

He also holds the record for the longest continuous land run around Australia.

But he is perhaps best known for his astonishing year-long 20,000 km slog in across 14 countries between the Earth’s two poles in 2011. Some five years later, he will keep a similar pace – though Farmer clocked well over two marathon-lengths daily across North, Central and South Americas during the ‘Pole to Pole

Run’ – in India.

His runs have also gone the distance in terms of raising funds for their intended charities: the five-stage polar crossing (described as “The Greatest Run in History”) raised $100 million for the International Red Cross in aid of the organisation’s relief programmes in the developing world.

Farmer has also netted millions for causes back home, like Lifeline, Cancer Council, Australian Red Cross and Diabetes Australia.

More significantly perhaps they have also facilitated dialogue on pressing issues. The Middle East run, for instance, saw individuals across national, racial and religious divides come together to spread the message of peace.

The two-month –long run hopes to do much the same to show that “Education of the Girl Child” can be achieved by taking it “one step at a time”.

Farmer hopes to raise 100,000 AUD (about Rs 48 lakh) through the run.

“It costs about 50 AUD (about Rs 2,400) to educate a girl for a year,” Farmer said. “The message is getting across. I’m confident we’ll get there.”

Farmer hopes his efforts will help promote bilateral ties between India and Australia. The run already enjoys strong support from the Ministry of External Affairs, the Ministry of Tourism, a number of state governments and the various Australian High Commissions in India.

To this end, embarking on the ‘Spirit of India Run’ on January 26 is particularly symbolic since the date holds meaning to both countries: commemorating the formation of the Indian Republic and the founding of Australia, or Australia Day. “To me, it’s meaningful to start at Kanyakumari, where the three seas meet, and work up to the mountains from the sea – that speaks to the human spirit,” Farmer said. “It’s also practical since Kerala feels a bit more like home, whereas the mountains will be cold.”

Farmer’s journey, the vistas he enjoys and the places he visits will be captured and catalogued – the route holds some 300 sites deemed of cultural significance – for audiences back home by a crew from Australian television network Channel 9.

Also shadowing him throughout the run will be Farmer’s run crew, including his trainer and physiotherapist

Besides the financial contribution,

February 2016

17

News

HLL distributes

Pratheeksha Scholarships

H

LL Lifecare Limited’s CSR initiative, Pratheeksha Charitable Society, distributed the Pratheeksha scholarship awards for the academic year 2015-16. The scholarship is an initiative to educate academically outstanding students from BPL families.

Mr. Jiji Thomson IAS, Chief Secretary, Kerala distributed the awards to 33 students from Thiruvananthapuram.

“One can attain fulfillment in life only when one performs one’s duties towards the society,” said Mr. Jiji Thomson at the function held in the Sargam auditorium at the HLL Peroorkada factory.

He also lauded HLL’s scholarship initiative, a combined effort of the employees. The scholarship will add another feather to the organisation’s cap, added the Chief Secretary.

tions. About 30 students were given grants in 2014.

Scholarships will also be provided to 25 students from the Kanagala village in Karnataka. The 58 students selected this year for scholarships were chosen from among 220 applicants.

Dr.K.R.S.Krishnan, Director (Technical and Operations ) Mr. P Sreekumar, Senior Vice President- HR and Company Secretary and Mrs. Saraswathi Devi, Associate Vice President (HR) also attended the function.

“No industrial organisation can function without society,” said Dr M Ayyappan, CMD of HLL, while delivering his presidential address at the function. He asserted that the main aim of HLL was to provide quality services at extremely affordable cost to society. “With the active participation from the employees here, we are happy that we could provide financial aid to the meritorious students,” he added.

Under this scheme, financial assistance will be offered to students pursuing Engineering, Medicine, B Pharm, Nursing, Diploma and ITI courses in government institu18

February 2016

Dr Babu Thomas, Director of Marketing, Hindusthan Latex Limited receives the Capexil Export Award from Mr. Kalraj Mishra, Union Minister of Micro, Small and Medium Enterprises and Mr. Ramesh K Mittal , Chairman of Capexil at New Delhi. Mr. Harinarayan Rajbhar MP and Mr. Arvind Mehta IAS, Additional Secretary, Ministry of Commerce and Industry, Govt of India are also seen.

Cover Story

Anupama, who triggers

Organic Food drive in Kerala M s. Anupama TV IAS, currently The Food Safety Commissioner of Kerala has recently hogged the limelight after she ordered a ban on the manufacture, storage, sale and distribution of three products -- coriander, turmeric and chilly -- of popular Nirapara brand as they were found to be adulterated with cheap starch powder.

Soon after the news broke, reports suggested that she might be moved from her post as the commissioner of Food and Safety control as the spice powder company is very influential in Kerala and abroad.

But Anupama still continue as Food safety Commissioner along with her additional responsibility as Additional Director ( General) of Kerala Tourism Department. When a young IAS officer in Kerala took the powerful pesticide lobby and food adulterators head on, little did she knew that she was triggering a healthy food campaign across the state.

Actually she was opened a Pandora’s box when she conducted raids across the state and banned products of an established food brand citing that it contained alarming levels of non-permissible substances.

Thanks to the startling facts that the raids threw up, jolting Keralites into realising the need to have home-grown vegetables, the state that used to buy 70% of vegetables for consumption from neighbouring Tamil Nadu and Karnataka now produces 70% on its own. During the last Onam season, 20

February 2016

Kerala consumed majority of Vegetable cultivated in Kerala.

The state government pitched in by providing grow bags, seeds and saplings home-delivered free of cost.

It also provided subsidy to install drip-irrigation facility and bio-gas plants in homes, paving way to a silent organic revolution of sorts.

“She is a bold and committed officer. Her continuous pursuit for safe food items has started yielding results,” said legislator VT Balram.

After taking over 18 months ago, Anupama conducted random checks in markets and checks posts and seized adulterated products. At least 6,000 samples were collected from various farms in a year and 750 cases were registered against defaulters. This awakened the conscience of people, who started growing vegetables without pesticides.

Ms. Anupama, who came fourth in the Civil Services examination in 2009, is hailing from Panampad Maranchery, near Ponnani in Malappuram district, an engineering graduate from the Birla Institute of Technology and Science (BITS)-Pilani, Goa campus in 2008. Her schooling was at Vijayamatha Convent High School and St. Clair’s Higher Secondary School.

She is the eldest daughter of K.K. Balasubramanyan, circle inspector of police who died in 2002, and T.V. Ramani, an assistant engineer with the Guruvayur Devaswom. Her husband Mr. Clinston is an IT Entrepreneur based in

Kochi. Nisha is her sibling.

She was started her civil service carrier as Assistant Collector, Kozhikode, then Sub Collector, Kasaragod and Sub Collector, Thalassery and also hold the position of Special Officer, Aralam Tribal Development Mission, before taking up her challenging carrier as Food safety Commissioner. Ms. Anupama had secured the third rank in the higher secondary examinations in 2004. She stood 13th in the SSLC examinations in 2002. Ms. Anupama opted for geography and Malayalam literature as her main subjects for the Civil Services.

Cover Story

Practice to Habit: Essence of a better life style

T

he things that we do over and over again without really thinking about them often become our habits. When it comes to food safety, we should all make a deliberate effort to follow certain practices regularly so that eventually they can become habitual. This way preparing food as safely as possible becomes a process that happens without even really thinking about it!

contact with already cooked foods or foods that will be eaten raw. Do not put cooked meat on the plate that held the raw meat. Make sure juices of raw meat do not drip onto other foods in your refrigerator.

Habit 4: Make it a law – use the fridge to thaw

Here we have seven highly effective habits for home food safety.It will allow you the peace of mind of knowing that you have done everything you can to provide safe food for your family, friends and yourself.

Never thaw (or marinade) meat, poultry or seafood on the kitchen counter.

It is best to safely thaw it in the refrigerator. If food is thawed in the microwave, finish cooking it immediately.

Microwave-thawed foods reach temperatures that encourage bacterial growth.

Habit 1: Keep cold foods cold

Habit 5: More than two is bad for you

Avoid the temperature danger zone which is between 40 and 140 degrees Fahrenheit. Food-borne bacteria multiply rapidly in this zone. After grocery shopping take your perishable foods, such as milk and other dairy products, eggs, meat, poultry and seafood home immediately and refrigerate or freeze them.

Never leave perishable food at room temperature over two hours because bacteria can grow to harmful levels.

On a hot day with temperatures at 90 degrees F or warmer, the time decreases to one hour.

Habit 6: Don’t get sick, cool it quick Put leftovers in the refrigerator or freezer promptly after eating. Shallow containers cool food faster.

Habit 7: Cook it right before you take a bite Always cook perishable foods thoroughly. Use a food thermometer to check the temperature of cooked foods.

Throw food when in doubt When in doubt, throw it out. If you ever have a question about food safety and are unsure if the seven safe food habits have been followed throw it out rather than risking illness. Many bacteria that commonly cause food borne illness can’t be seen, smelled or tasted.

Depending on the kind of food borne illness, it may develop within half an hour to several weeks after eating contaminated food.

(This article was published by Michigan State University Extension )

Habit 2: Don’t be a dope, wash with soap Wash hands with soap and warm water for 20 seconds before and after handling food. Bacteria can be spread all over your kitchen just by not washing your hands properly.

Habit 3: Watch that plate, don’t crosscontaminate Cross contamination occurs when bacteria are transferred from one food or surface to another. Don’t let juices from raw meat, poultry or seafood come in February 2016

21

Cover Story

Crusade for a Organic &Healthy Kerala; An Interview with Ms. Anupama T.V. IAS Food safety Commissioner of Kerala Spices and the Malabar Coast were the first brands which permeated the name Kerala around the globe.

Are we marketing the aforesaid effectively now days?

A new marketing campaign on spice route in collaboration with UNESCO is being planned. Spice route project covers both the aspects-Spices as well as Kerala coast. This will kick off in 2016-17.

Do you think the commercializa-

22

February 2016

tion of the food products and the emerged market of persevered foods ruined the very old food culture of Kerala, especially in past two decades? How hard it is to ensure the food safety standards in present scenario?

Food habits are indeed changing.

But it has been so with all developing societies. It is also true that the culture of preserved food and packed food is bringing along with

it more of chemicals, food additives. Though it is making the day to day chores easier, there are long term implications on health. On the enforcement side, there are too many products and brands that there is an increased need for enforcement, sampling and analysis.

As a baby department, we are still growing and exploring.

After the recent reports on pesticide residues in vegetables supplied

Cover Story from our neighbouring states, your avowed intent to promote organic farming named ‘grow your own vegetables’ has got immense appreciation and acceptance. How far it can go?

Pesticide content above MRL even in a single sample makes it a criminal case. When it comes to vegetables, it’s a near-universal food.

So more people will be affected.

That’s the reason why Government started an increased surveillance and Food safety department served as a nodal agency. The ‘organic farming’ movement was a move by people of Kerala, based on all such steps by various Govt departments.

Is our food safety law perfect enough to alleviate the present issues, if not, according to you, what are the amendments which should be made to make it feasible?

Standards shall be fixed for all food additives, all new generation contaminants shall be identified and listed under regulation. The act is quite new, so changes required will be revealed with time.

In the wake of increasing instances of food adulteration, what are the new measures taken to intensify the food safety drive?

We are trying to introduce a foolproof surveillance system with better tracking, monitoring options.

To support this we are focusing on introducing advanced technology in the laboratories.

How can we ensure good manufacturing practices (GMP)?

Awareness among the FBOs is the key. Demand from the consumers and monitoring by the department should also improve. We are including the GMP, GHP in our training modules for the officials as well as Food business operators.

“Anupama is a bold and committed officer. Her continuous pursuit for safe food items has started yielding results” .

VT Balram MLA. Do you think the people in Kerala are less aware about the relevance of health and safety? Are there any awareness programs in the pipe line to make them aware about the rights and responsibilities?

There is certain level of awareness at present. Since the act is a recent one, I would say the awareness isn’t perfect yet. We are already undertaking seminars, advertisements, school awareness programmes etc to improve this. You will see more of them in the coming days.

What kind of synergy do you think; the government, food manufacturers and public must have regarding food safety?

Those are the three pillars on which food safety act, rules and regulations are built. I feel we are definitely moving towards a better synergy. But there is some level of resistance among the Food business operators in complying the standards and hygiene requirements. The department is also in the expanding mode; once we have full strength and infrastructure, we can involve more. There is quite a good public response these days. We hope to impart more details on food safety provisions to them in the coming days.

‘Safe food zone’ project is in the pipeline. We have just started survey in 2 districts-Kozhikode and Thrivunanthapuram.

Could you brief the procedures /tests through which a food product should go for getting certified by the food safety authority? What are the essential rules a new comer in the food business need to know?(a brief check list-format) Each product/parameter undergoes a different test. So there are 100-s of such tests. It can be of standard parameters, colour, additive, pesticide residue etc.

As far a new FBO is concerned, he has to obtain Food safety licence or Registration based on his scale of operation. Application is online and is mandatory. He shall also make sure that the food products manufactured/packed/distributed/transported/sold by him using this licence comply with the safety parameters, standards, labelling requirements mentioned in the act and regulations.

About the banned food brands: What all will it take them to re-launch their products back in the market?

It depends on the reason for the ban, conditions in the ban order, their compliance of food safety standards etc.

What is your future plans to guarantee quality food products for the consumers?

All the required surveillance, analysis are enlisted in the act itself.

Our effort is to implement all of it in a systematic way. Technology is being used for reporting and decisions on failed food samples.

Is there any plan to regulate and monitor street foods?

February 2016

23

Personality of the Month

Man with a Midas Touch -Sohan Roy

E

very great dream begins with a dreamer who has the zest to reach the stars. It is the source of some finest moments, a force that drives one through the toughest of times. Certainly, not all dreams transpire to reality as it requires great passion and commitment to change the world and narrow down the gap of hope and actual life. But as legend has it, the world has seen some remarkable examples of great dreamers who live to make their dreams true.

Sohan Roy, Founder Chairman & CEO of Aries Group of Companies, is a man with great dreams, an idealist keen to make it big, to contribute his share of dreams for making our world a better place to live. A dream which was seen years before has now transpired into reality which has touched numerous lives across the globe. A Naval architect by profession, he is a proven leader credited with pioneering innovations in Maritime, Medical, Media and Film Industry. Listed as one among the Top 50 Indian Leaders in the Arab World in Forbes Magazine he is a performance driven professional who doesn’t believe is slowing down whatever the situation be.

Dr. Abdul Kalam once said “The dream is not that you see in sleep, dream is which does not let you sleep”. Sohan Roy’s dream to do something on his own made him take his first step towards the journey he had always dreamt to embark upon – Aries Marine. March 28, 1998, SohanRoy’s vision Aries Marine took wings, diversified and evolved into 45 different organisationsin 15 countries worldwide.

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February 2016

The company steps into the age of adolescence, with some pragmatic, unique and innovative concepts. Apart from executing Engineering & Designing projects all over the world, he designed and constructed the first steel snake boat Aries PunnamadaChundan, SAFE BOTEL, the unsinkable steel h o u s e b o a t, initiated Marine BizTV, an exclusive TV Channel for maritime industry and MediBizTV, an infotain-

ment channel for the medical industry, introduced Aries International Maritime Research Institute, the first I-University in Maritime field to deliver Visual Media Training &Industrial Doctorate Programmesfor the pioneers and innovators in Maritime Sector. Though marine industry is his life, movies bring out the creative side ofSohan Roy who is evidently in love with the art of storytelling. With a global reputation as producer, director and project designer of Oscar selected movies like DAM999, Saint Dracula 3D, KS3D, World’s first charity movie - JALAM and globally acclaimed documentary like DAMs – The lethal water bombs, his list of achievements grows day after day. His latest contributions to the film industry include EPICA, the world’s first glasses-free 3D TV, which is designed to open up new vistas of viewing experience and spark revolution in the electronic industry, Aries Vismayas Max one of the largest post production studio in India, Aries Epica Studio, the largest 3 D

Personality of the Month Motion Picture Studio of India and AriesPlex- One of India’s Biggest Multiplexes.

He also recently conceptualized Project Indywood, a revolutionaryventure to integrate and transform the Indian film industry to place it on top of Hollywood within 5 years.

Sohan Roy owes his success to the community and believes it is his obligation to put back to the world if not more, at least the equivalent of what he has taken out of it. He has been an active participant in various CSR activities held under Aries Group.

He has organised: •

•

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•

•

•

•

His list of achievements does not end here. Through his career he has been bestowed with various recognitions including Al LeemExcellence Award 2015 for ‘Next-Generation Leadership of theYear’, Global Indian of the Year 2014 Award, SevachakraPuraskar/ Shining Image of India Award 2014 by All India Economy Survey, Super Quality Crown Award for Aries Group from All India Economic Survey Award Council, Rajiv Gandhi Shiromani Award 2013, Indira Gandhi Sadbhavana Award 2013, Newage Icon

of the Year 2011, K R Narayanan Foundation Award for the Year 2011 and many more.

A man of little words but bigger actions, Sohan Roy has never deterred from taking challenges. In his own words “Ups and Downs are frequent and you have to surf through it”. Life is full of opportunities for him waiting to be seized, explored and realised, you should just know where to look for it. He has turned every curve ball life has offered him, with an opportunity to venture into new forays and make mark his own trail. With the many “FIRSTS” to his credit, he is a

Relief work for around 150 houses in the flood affected area of rural Chennai Headed Nepal Rescue Drive and contributed one day salary of Aries employees for the rehabilitation of earthquake victims Charity works for Earthquake and Tsunami Victims Introduced Parent Pension & Employee Pension Scheme for Aries Staff Adopted 10 Ekal Schools in India to provide free education for students from remote villages Introduced Aries Educational Scholarship as part of corporate social responsibility venture Conducted Charity Drive through IMC, a non-profit maritime organisation, for the welfare of the families of Mariners who were under the custody of Somalian pirates.

Introduced and implementedthe Creative Management Principle of making the company as a society to share 50% of its profit with the employees to make them more responsible and committed Introduced T.I.M.E (To Improve My Efficiency) to help enable every individual in an organization, irrespective of their position, to document their daily activities on a per-minute basis and improve their efficiency by themselves.

February 2016

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Personality of the Month visionary, a man with a distinctive touch in everything he does. Besides being a creative entrepreneur, he is a thought

leader, concept developer, motivational speaker and more than that a doting father and a family man.

With each passing year, he has redefined what Success means to him.

Vision is often what separates the exceptional from the ordinary.Looking back, he feels proud of what he has accomplished and achieve a balance to pursue what he loves and what he is passionate about, fearlessly. He knows the way, goes the way and shows the way.

Famous Music Directors Mr. Ousephachan and Mr. A. R. Rahman are releasing the CD of Dam 999

Personality of the Month

‘JALAM’

World’s First Charity Movie

B

usiness has a great impact on society at large and the societal expectations of them. Although the roots of CSR lie in philanthropic activities (such as donations, charity, relief work, etc.) of corporations, globally, the concept of CSR has evolved and now encompasses all related concepts such as triple bottom line, corporate citizenship, philanthropy, strategic philanthropy, shared value, corporate sustainability and business responsibility.

As part of this CSR activity, Aries Group initiated the World’s First Charity movie, ‘JALAM’. Directed by M. Padmakumar and produced by Sohan Roy, Jalam is a Movie which could pave the way for an entirely new concept in film production. The complete profit from the movie will be used for the rehabilitation of the landless people and to support women empower-

ment programs, two of the sensitive topics the movie deals with. Jalam is based on a feature that appeared in one of the most popular Indian daily, about a family that took shelter under a bridge in Kochi, India. Many of the landless people are in search to seek shelters that can protect their woman from the city dwellers to avoid the risk of sexual abuse.

A popular magazine in the country stated that “Indian women find herself unsafe till the time she returns back home.”

When

safety for woman in the country is hotly debated, Jalammakes a strong statement, as a woman oriented movie that deal with the struggles of a landless woman and her child in the midst of a roaring city. The movie also throws light at land struggles that happen in the country which are often neglected by the authorities. Jalam also reflects the red tapism in India and the failure of the bureaucracy to provide a helping hand to the needy.

Above all, Jalam stands for a cause.

Jalam was selected and screened in several international and national film festivals and gained appreciations concluding as ‘Jalam has got craft, content and some really good performances’. Priyanka Nair, Jalam’sLead actress, was short listed for the final round of the state awards in the best actress category for her heart touching performance.

February 2016

27

Mr. Ramesh Chennithala, Minister for Home affairs, Kerala, Mr. Adoor Prakash, Minister for Revenue & Coir and Ms. Rani George IAs, Secretary, Coir visiting the stall at Coir Kerala 2016 expo

Increasing exports

imperative for economy

“G

rowing the country’s export economy is the need of the hour and coir is the ideal sector to make this happen, said Mr. Ramesh Chennithala, Home Minister of Kerala, while inaugurating the sixth edition of Coir Kerala 2016 organised by the state government’s department of Coir Development, in association with the Department of Commerce and Industry at the EMS stadium in Alappuzha.

The five-day fair, the biggest international event on coir and natural fibre, brings together manufacturers, buyers, technology developers and policy makers in this traditional, coastal hub of the industry. It has an international pavilion with 125 stalls and a national pavilion with 135 stalls.

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February 2016

“Many positive and revolutionary changes have been initiated in this crisis-ridden sector over the past nearly five years. Daily wages have gone up from Rs 100 to Rs 300 and pension has doubled to Rs 600. While the world faces a recession and imports are growing over exports, the coir sector can help to increase exports. The government will spend more money on R&D to bring quality products to the foreign, as well as domestic markets,” said Mr. Ramesh Chennithala, Home Minister of Kerala.

“The government is willing to aid local panchayats who will work Kudumbashree groups for the procurement of husk rather than depending on Tamil Nadu for fibre We need to have discussions with union leaders on

the need to mechanise; new technology from the National Coir Research and Management Institute (NCRMI) and the Coir Machinery Factory in Alappuzha will help towards this.” said Mr. Adoor Prakash, Minister for Revenue and Coir.

“The coir sector employs 3.75 lakh workers, of whom 80%are women workers, and the government policies are formulated keeping in sight their social and economic wellbeing,” said Ms. Rani George IAS, Secretary for Coir, Govt. of Kerala and Coir Kerala 2016 chairperson.

The inaugural programme concluded with a musical performance by Malayalam playback singer Mr. Najim Harshad, and Ms. Sangeetha Prabhu and party.

Focus / Coir

Market planning vital for

SME coir units T

he Coir Kerala event’s social media activity—via platforms like Facebook—which has improved since last year, has made consumers in the US aware of the ‘coir’ product, said former CEO of US-based firm Cotton Incorporated John Nicholas Hahn.

Speaking at an international seminar session on ‘Market Channeling’ at Coir Kerala 2016, he addressed the need to tap into user-friendly marketing mediums, such as social media, which is cost-effective and reaches out to millions of people.

“Also, thanks to e-commerce plat-

forms, producers can reach out directly to consumers, cutting out resellers and wholesale distributors,” said Hahn, who is a consultant to a number of emerging textile markets in the developing world.

While a large number of coir units are small and medium enterprises, supply chain planning is important to stay ahead of the competition from other states and countries – “to know where your company fits”, he suggested.

With auditing teams from big US chains, such as Walmart and Home Depot, visiting vendors to check var-

ious aspects—payment of fair wages, use of child labour—in the supply chain, “even the smaller coir units have to be pay attention to their supply chains because it reflects on their business”, said Hahn, who spoke at last year’s Coir Kerala event on the branding of coir.

February 2016

29

Mr. P.J. Kurien, Deputy Speaker of the Rajya Sabha inaugurating the B2B meet of Coir Kerala 2016 in the presence of Mr. Adoor Prakash, Minister for Revenue & Coir and Ms. Rani George IAs, Secretary, Coir

Coir Kerala

Buyer-Seller meet B uyers from 54 countries interacted with sellers and exhibitors at the buyer-seller meet as part of Coir Kerala 2016, which is expected to generate business deals and export orders worth more than Rs 250 crore.

The meet, a showpiece event of the five-day trade expo on coir and other natural fibres, facilitated one-toone interactions between some 159 buyers from 54 countries and 260 registered sellers and exhibitors of an impressive array of coir products, including geotextiles.

Mr. P J Kurien, Deputy Speaker of rajya Sabha who inaugurated the programme, described Coir Kerala as a “success story”, which has helped 30

February 2016

promote and preserve Kerala’s largest cottage industry that provides livelihood for a large number of families.

“India has the best quality coir and coir products in the world. The oneto-one interactions over the past several years have helped bring this to the world’s knowledge,” he said.

“What must not be forgotten in the talk of profits is how much effort ordinary people have put into each product.”

Mr. Kurien also called for “greater modernisation, better technology, intensive research and consistent marketing, especially in the domestic market” in order to keep Indian coir products ahead of the competition.

Focus / Coir Besides private sector firms, the meet registered the participation of government undertakings like Foam Mattings India Ltd, Coirfed and the Coir Board, as well as a number of cooperative sector entities.

five years. “I’ve known about this event for a couple of years now. It just made sense to come and get an idea of some of the new products and methods that are available,” he pointed out.

new opportunities and products. In the global economy, traditional business is down and the eco-business is up. The coir fibre is a big beneficiary of this trend. This is a good event for this new era.”

In his presidential address, Mr. Adoor Prakash, Minister for Coir and Revenue said the buyer-seller meet is the most crucial event of the expo.

“Our current partners – and former buyers at previous buyer-seller meets – have found that investing in clean, emerging, cutting-edge technology can be a very successful and very meaningful enterprise,” he noted.

In his second consecutive year at the meet, Vincent Chirchir, a National Coir Research and Management Institute (NCRMI) alumnus who runs ‘Affa’ company in Kenya, said he came to ‘meet as many sellers as possible and get good deals.’

Abdul-Hameed Saeed, a first-time delegate from Badah Group in Jeddah, Saudi Arabia, which has been importing coir products like doormats for over 20 years, said he expects to procure coir fibre and scout for more suppliers since there is a high demand for coir products back home.

“It is a marriage that bears the twin fruits of profit and goodwill. These are commodities that both buyers and sellers can share in and grow from,” the minister said, adding: “Over the past five editions of the BSM, we have seen not just higher turnouts of potential foreign and domestic partners but also received highly enthusiastic feedbacks from them.”

Stephen Berry, a representative of Aussie Erosion from Queensland, Australia, said his company had been importing coir products for about

“Last year was a very good experience for me. It made me realise the importance of coming back here to network and learn,” he said.

Gopinatha Silva, of Brazil-based Maha Laksmi Imports Ltd., which regularly imports coir products from Kerala, said, “I am here to explore

Ms. Rani George IAS, Secretary (Coir), Kerala welcomed the gathering. Mr. K R Anil, Director of National Coir Research and Management Institute (NCRMI) delivered the vote of thanks.

Focus / Coir

Binderless boards from

Coconut husks Dutch expert

O

ften discarded as unwanted and unusable, the coconut husk has a number of practical applications beyond serving as mulch said Prof. Edwin R. P. Keijsers, an expert in the field of Coir, who also outlining the qualities and benefits of flatboards made up from coconut husks , during the international seminar in connection with Coir Kerala 2016 at Alappuzha.

“In Kerala and other places, coir husks are being discarded as waste.

However, there are many possibilities for husk-based products in sectors like construction and packaging,” the Dutch speaker told the session titled ‘Binderless Boards from coconut husks’, as part of the general theme of product diversification.

A team led by Prof Keijsers, who is affiliated with the Food and Bio-based research group at Wageningen University in the Netherlands, has developed two kinds of husk-based boards: high-quality boards with a higher density (and weight), better mechanical properties with more production costs and longer production times; and less expensive, quicker to produce medium-quality boards.

“The boards are developed by milling, steam pressing and cooling the husks. They require no glue or resin to hold together,” he said. “They absorb water without swelling and

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are flexible enough to bend without breaking; this makes them resistant to fire.” Stress tests done on the boards produced from husk show that the water absorbent and flame retardant properties of these products are superior to most other woods used today, including medium-density fibreboard, plywood and hardwood.

Besides giving the board its remarkable fire retardant property, “the ability of coir fibres to bend and stretch at 45-degree angles” makes it ideal for use in building construction. The higher concentration of silica in coir is important as well.

“The medium quality board resists catching fire for three minutes, while the high quality board starts to burn after five minutes. By comparison, hardwood burn after one minute,” Prof Keijsers said. “Only 10 per cent of the weight of the board is lost in a fire whereas other types of wood like MDF and plywood lose much more. Hardwood, for instance, falls apart.”

Additionally, the gaps or spaces inside coir fibres allow water to permeate it without causing the product to stretch, allowing for the boards to be used in high-moisture environments.

“The boards can be sawn, sanded, painted and waxed, but are hard to drill to very tough to screw a nail in

the force required to hammer a nail in these boards is almost twice that needed for hardwood,” he said.

Regardless, he said, the boards offer a number of practical benefits in tropical climes.

Focus / Coir

New phase of

traditional industry T

he National Coir Research and Management Institute (NCRMI) has debuted a lowcost and fully-automatic powerloom at Coir Kerala 2016, displaying the research-and-development agency’s latest stride in mechanization amid a bid to woo the younger generation to the traditional sector.

The machine—at Rs 15 lakh, which thus costs half what the current powerloom is priced at—is ready for release in three months, according to top officials.

“We need to have discussions with union leaders on the need to mechanisation,” said Mr. Adoor Prakash, Minister for Revenue and Coir, who is the chairman of the 1994-established organization. “Coir is a traditional industry, and only through mechanisation will we be able attract the younger generation to the sector.”

Last year, at the fifth edition of Coir Kerala, the NCRMI introduced

the patented pneumatic geotextile loom, which cost Rs 4 lakh, and could be worked by one person. As the institute improves on its machines every year, the ease of operation is increased and production capabilities are improved, making it a more profitable and inclusive venture.

“Automation was introduced into the sector less than three decades ago,” says Mrs. Rani George IAS, Secretary to Kerala Govt for Coir. “There was resistance to it for fear that it would replace the workforce, but with growth in value added production and more business, we feel that the younger generation will be increasingly attracted to the sector.”

On the traditional handloom, the worker would need to apply 8.5 pounds of force to each stroke. The powerloom is a one-button, onestaff operation, where output is increased by 15 times more.

The coir sector has 3.5 lakh workers of which 80 per cent are women.

“Mechanisation helps reduce the physical strain; the automatic spinning machine can produce 35 kg of yarn, as opposed to the 16 kg which was produced on motorised rats,” said Shri D Sugathan, chairman of the Kerala State Coir Machinery Manufacturing Company (KSCMMC). And one woman can operate three automatic machines at one time.

While earlier, machinery was imported, the NCRMI now sells its technology largely through the KSCMMC. Ironically, fibre procurement is one of the big challenges in Kerala, with nearly 80 per cent of the material coming from Tamil Nadu. The Alappuzha-based KSCMMC’s defibering machine, which is given at 50 to 100 per cent subsidies, can process up to 9,000 husks in a day. The state’s small landholding’s, however, make procurement a cumbersome issue, and the government is now proposing transportation subsidies.

“At the pace at which we are moving, fullscale mechanisation should happen over the next decade,” says Mrs. Rani George IAS, Secretary for Coir, Kerala. “This is the future of the sector, from which we hope to gain an export revenue of Rs 2,500 crore in the coming year.”

February 2016

33

Focus / Coir

Coirfed products entice international market

C

oir Kerala 2016 turned out to be an excellent platform for interactions between international market and traditional artisans of Kerala with the Coirfed stall at the annual event attracting enquiries from business representatives from over 20 countries with big export potential.

sue export deals of Coirfed products. We are expecting export deals worth Rs 2.5 crores,” said Mr. Adoor Prakash, Minister for Revenue and Coir, Kerala . “Even an initial tie up with international parties will be a great boost for Coirfed in particular and the coir sector in general,” he pointed out.

Out of the 21 enquiries made by international parties, at least nine are on the verge of materializing into profitable export deals.

Foreign buyers evinced keen interest in residential products such as geotextiles, PVC mats and fibre mats. “They showed great interest in our geotextile and mat products and now it’s our turn to ensure that the enquiries are materialized into export deals in a time-bound manner,” said Dr. K Madanan, Managing Director, Coirfed.

Business executives from the UAE, Canada, the USA, Germany, Bangladesh, Dubai, Poland and Kenya expressed keen interest in Coirfed products displayed at the international pavilion of Coir Kerala.

“These countries are eager to pur-

The steady climb in the financial turnover of Coirfed is an indicator of

how this coir body is growing in stature. Its annual turnover for the year 2014-2015 increased to Rs 63 crore from Rs 36.4 crore in 2011-2012.

“Coir Fed had been incurring a net loss till three years back, but from the year 2012 onwards we have been able to revitalize the co operative sectors. We have been able to generate net profits since then,” said Dr. K .Madanan. “We are giving new electronic spinning machines with 100 per cent subsidy to the co-operative units which have helped increase production of coir products,” he added.

Coifed has won the award for the Best Apex Federation in Coir Sector from the Ministry of Micro small and Medium Enterprises (MSME) for three years on the trot.

Focus / Coir

Lifestyle Products

Woos Crowd W

ith traditional coir industry broadening its reach to new-age lifestyle segment, Coir Kerala 2016 has showcased a diverse range of products that is attracting buyers across the globe.

Starting from the commonly-used coir mats and ornaments, the products at event feature overcoats, umbrellas and even roof insulation made of ‘golden thread’. The crowd-puller at the venue, though, is the overcoat—spun with cotton and coir.

“In order to make it soft, we mix coir with cotton. We are yet to launch the product in the market,” says one among the product exhibitors here.

The coir umbrella, however, cannot be used during rainy season even as it a useful product during summer, lending a cool shade to the user.

Mr. Adoor Prakash, Minister for Coir and Revenue says Coir Kerala has become a huge platform to

market innovative products made of coir and other natural threads. “The increase in number of registration and buyers’ participation proves the success of the event,” he pointed out. “It is also proven that the coir products made in different parts of India can easily be promoted to international market through the event.”

The coir-roof insulation is done by adopting a modern technology.

Called roof-surface cooling system, it is also a highlight of the February 1-5 ‘Coir Kerala’.

The roof dampness is maintained after sprinkling water using a motor,” reveals Shri Komal Kumar of Central Coir Reserve Institute (CCRI) which has developed the technology. “Educational institutions in north Indian cities, including Rourkela, are using the technology our institute has developed,” adds the Mechanical Engineer (Designing Department) with CCRI that functions under Coir Board. “Using such natural methods will help to cut short the expenses spent for air-conditioning.”

The stall set up by Coirfed is exhibiting the traditional products including mattresses, mats and coir furniture.

“We export these products to countries such as Australia, New Zealand, and Libya,” according Mr. Kairali Kumar, Marketing Officer, Coirfed.

There is also huge demand for bags ranging from vanity to laptop carriers to back-packs. The eco-friendly premium bags customized in different colours are on display.

“This event aims to display the diverse coir products to the international market and attract them,” says Shri K R Anil, Director at National Coir Research and Management Institute. “Through these, we can develop the coir sector of India.”

February 2016

35

Focus / Coir

Coir wall panels A

3-D coir-based panelling system that absorbs sound and heat could offer a superior, low-cost and organic alternative to synthetic acoustic design products in homes, offices and theatres.

is a natural product made entirely out of coconut fibre. It is the only option available to people who want an organic product,” Kiran said. “You cannot mould wood and plastic is non-biodegradable.”

The 3-D coir wall panels, fashioned by a private engineering group, are among the many innovations on display at Coir Kerala 2016.

Being lightweight – each 1.5 x 1.5 feet sheet of six pieces weighs about 300 gms, the panel is easy to install and remove. This allows it to be carried or hung wherever the customer chooses.

Taking advantage of coir’s natural sound- and heat-absorbing properties, they are tailor made for homes in hot and humid climes and spaces where sound is at a premium like cinema halls and recording studios.

Also, the panels are not just pleasing to look at, they are practical too.

“The pores in coir allow it to absorb 50 per cent of sound and heat, offering a viable method to soundproof and insulate rooms. This allows it to be used for wall panelling instead of plastic, wood or tiles,” said Prem Kiran, who manned the 2M Engineers Group stall at recently concluded Coir Kerala Expo at Alappuzha.

“It looks very natural as well – even as false ceilings.”

The panel begins as a sheet made of coir felt, which when formed to specification is sprayed on with phenolic resin – lending the product its fire-resistant and water phobic properties. This sheet, once dried, is pressed using a 100-tonne hot press at a temperature of 120 degree Celsius and moulded into any shape and size the customer requires.

“The complete material is coir. This 36

February 2016

“It just needs to be hammered onto a plywood backing with the size of the wall panel depending on the customer’s requirements. It will maintain shape at room temperature, in cold weather and even after a wash with water.”

Besides coming in any design the customer specified, it has the added

benefit of being hardy enough to resist termites and pests.

“This is the sort of product that has tremendous applicability to Kerala’s homes. Being waterproof, it can be cleaned regularly while keeping homes dry during our monsoon season,” said Mrs Rani George, Secretary, Coir Development, Government of Kerala.

“Coir Kerala exists to showcase and help market such innovations as well as provide an incentive to our engineers and designers to fashion bold, new, sustainable products using our natural coir resource,” she added.

With attractive pricing – one square feet of the panel (four pieces) costs Rs 110 with nine piece squares going for Rs 250, the product has received interest from overseas.

Focus / Coir

Coir fibre baskets substitute plastic pots

G

ardening enthusiasts and home growers scouting for an organic, effective and relatively inexpensive substitute to plastic containers may have now found a way out — the coir-derived ‘multigrow basket’.

With the largest basket which measuring 42 inches in diameter and capable of accommodating 20-25 different plants together (even the smallest ones can hold five to six plants), these handy bins are a space- and water-saving tool as well.

“The coir baskets are a new trend and will gain popularity as we move forward to a plastic-free future. As well, it provides a much-needed outdoor activity and also gives us pesticides-free vegetables in the bargain,” said Mr. Adoor Prakash, Minister for Revenue and Coir.

The baskets are made entirely of coir fiber (Chakiri), which is cleaned, willowed and made into sheets via a sheeting machine. Latex is sprayed on the sheets, which are then

moulded into shape. It is then either air-dried under the sunlight or in a hydraulic hot-press, said K.J. Scaria, Managing Director of Sofine Decors Pvt. Ltd., the basket’s manufacturer.

The innovative product comes in different sizes – samples ranging from 24 to 42 inches and can be tailored to meet customer specifications without sacrificing quality. The biggest basket he made was a massive five feet in diameter.

Any type of soil can be used with instant manure – a mixture of pith compost with dried and powdered cow dung, bone meal, stera-meal and fish cake powder – being provided as the potting mixture. For terraces, light-weight pith compost is preferred.

“The advantage of using pith is that even if we forget to water the bed for a day, the moisture will remain since both pith and coir retain water,” Scaria said. “If the slurry of biogas is used in place of water, it would be even better.”

The water absorption properties of

pith allow it to withstand an appreciable amount of rain without being over-saturated and a leak-proof liner inside the basket permits its use indoors though flowering plants need sunlight to blossom.

“Termite and ant attack can be resisted by using herbal remedies such as neem cake powder,” said Scaria, proudly noting that prototypes given to the Coir Board some years ago had been functional till very recently.

The large baskets are priced at Rs 1250 and the small basket has a price tag of Rs 275.

“Besides value for money, more and more people are looking for sustainable, carbon-neutral and bio-degradable alternatives to what have traditionally been plastic appliances at home,” Shri Adoor Prakash said.

“The public is waking up to the many benefits of coir. This trend will be good for the consumer, the environment and the coir sector,” said Rani George, secretary (Coir development), Government of Kerala.

February 2016

37

Focus / Coir

Kung Fu Master

adoing the walls of homes

K

ung Fu legend Bruce Lee will be soon adorning the walls of homes in India and abroad, thanks to the coir of ‘God’s Own Country’.

The Kerala State Coir Corporation Ltd. (KSCC), under the state government, has designed a new wall hanging made in coir with the face of Bruce Lee, the martial arts master and actor, who is known across the world for his lightning quick kicks as portrayed in films like ‘Enter the Dragon’.

The artifact is created by an inhouse designer of the Corporation, which has its headquarters in Alappuzha. “We are targeting both the domestic and international market for the wall hanging with the face of the Kung Fu master,” said Mr. Rajendra Prasad, Chairman of KSCC. “It is expected to be popular in China as well as the United States, where the Chinese-born actor lived,” Mr. G.N. Nair, Managing Director of KSCC. The wall hanging has a coir base, on which the water colour painting was done after a bleaching process. A spray gun painting on a stencil plate was used to create the portrait of Bruce Lee, said designer Mr. Rajeevan P R, a KSCC employee in Alappuzha.

“We have received inquiries about the wall hanging of Bruce Lee from several visitors,” said Mr. Rajeevan.

KSCC’s wall hanging based on the famous Mona Lisa painting had been a

38

February 2016

huge attraction at last year’s ‘Coir Kerala’ along with a portrait of musician Bob Marley.

Another KSCC wall hanging, which is drawing visitors this year, is a wall hanging with a portrait and message of former President A P J Abdul Kalam, also designed in-house by the Corporation.

“Without your involvement you can’t succeed. With your involvement you can’t fail,” says the message of the former President on the coir wall hanging.

The wall hangings based on portraits of famous personalities is produced under the Corporation’s Coircraft brand.

Sports

Cyclathon on Valentine’s Day

E

vent aims to promote healthy lifestyles and make the capital city greener

Cycling enthusiasts will take over the capital city for the Trivandrum Cyclathon 2016 on February 14, in a drive to encourage a healthy lifestyle among city dwellers through physical activity.

A pioneering initiative by Stark, the ace ad agency is organising a cycling event, because it seemed the ideal social medium to convey the message of promoting a healthy and clean lifestyle, not just for the individual, but also for the capital city. As cities around the world try to find solutions to traffic and pollution issues, dedicated cycle lanes and roads in some areas are earning fans for the fast improvement it makes on the cityscape.

Mr Xavier Tan, Manager of SilkAir Thiruvananthapuram said: “We are excited to be the title sponsor of the SilkAir Trivandrum Cyclathon 2016, and look forward to promoting healthy and sustainable living in the beautiful city of Thiruvananthapuram. SilkAir has been flying to the city for over 16 years, and has always received strong support from the community.”

12. The event has already received a good response with 130 registrations, with a 61-year-old participant in the Champions Ride.

“We have an enthusiastic response to the event,” said Jayesh P of Stark.

“After all, Kerala is a great market for cycles with more people taking it up not just for commuting, but also as a stress-busting exercise. The double benefit is that the city will experience reduced traffic and pollution. We hope that this event will prompt the district administration to consider introducing cycle lanes.”

The event will be flagged off from the city’s cultural hotspot Manaveeyam Road and will traverse the Vellayambalam–Kowdiar–Pattom–PMG-Vellayambalam circuit.

The time allotted for the Champions Ride is two hours, while the Fitness Ride needs to be completed in one hour. The Champions Ride carries a total cash prize of Rs 50,000. There will be medals for all finishers in all categories and certificates for all participants.

Trivandrum Cyclathon 2016 is being organised with title sponsorship support from SilkAir, the Regional Wing of Singapore Airlines and in association with IBS Software Services Private Limited. Medical support will be provided by KIMS Hospital.

The event caters to different age groups and fitness levels; the Champions Ride covering a distance of 40 km is for those aged above 18, the Trivandrum Fitness Ride over a 14 km distance is open to children aged 13 and above and the Stark Kids Fun Ride of 2.5 km is for children between 10 and

The city’s foremost cycling groups, the Trivandrum Bikers Club and the Indus Cycling Embassy, are also supporting the programme, which the organisers hope will turn into an annual event for enthusiasts.

The Champions Ride will be flagged off at 5 am by Mr. Biju Prabhakar IAS, District Collector, Thiruvananthapuram. The Fitness Ride starts at 7 am and the Kids Fun Ride at 8 am.

“With the various lifestyle diseases on the ascent, staying fit through regular exercise is not an option, but a necessity, said IBS Executive Chairman Mr V K Mathews. “Initiatives like the Trivandrum Cyclathon are a welcome step in this direction.”

For more details on the event and to register, log on to: www.trivandrumcyclathon.in or call +91 97456 36344.

February 2016

39

Art & Culture

From

Thailand with Passion

by: Pooja Sunil Mulleth

F

rom Thailand to Chennai for Bharatanatyam, then to Bangalore for Kuchupudi and finally Kerala for Kathakali- a student at heart, Sarjnya Emradee has left no stone unturned when it comes to pursuing her passion, dance.

Native to Thailand, Sarjnya hails from a family of mainly police officers and army men. This and the fact that she was a student of marketing made her foray into dance raise many eyebrows.

As a young child the Hindu temples in her homeland had always fascinated Sarjnya. The music, scents and sights of the temple soothed her and quietly, brick by brick, laid the foundation for her interest in dance.

As years went by, she stumbled into the world of Bharatanatyam and was ignited with a fervent desire to learn this traditional dance form, the young Sarjnya packed her bags and travelled down to Chennai to master the art.

Fortunately for her, neither her family nor her husband posed any objection to her pursuing her passions.

A year into learning Bharatanatyam a random video on YouTube of a lady dancing on a brass plate placed on the floor caught Sarjnya’s attention. She had discovered Kuchupudi.

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February 2016

A naughty twinkle sparkles in her small eyes as she describes how she rang up her teacher and told her that she wanted to learn how to dance on a plate.

Much to her disappointed she was told that to dance on a plate she will first have to master the fine nuances and art of the dance form, Kuchupudi.

Determined and pregnant, Sarjnya re-

turned home to pack up for her next stop, Bangalore. The fact that she waited till she reached Bangalore before disclosing to her husband that he was going to become a father soon, reflects how passionate she is about her craft.

Sarajnya continued learning Kuchupudi even 5 months into her pregnancy.

Soon after her daughter Natya was born she returned to complete her training. After 4 years of dedication,

Art & Culture much to her delight, Sarjnya had mastered the art of Kuchupudi.

Around this time her teacher, taking note of her physique and unique style of dancing suggested that she explore the world of Kathakali as well. Driven by her passion to learn, Sarjnya took the next opportunity available to travel to Margi, Thiruvananthapuram to learn the art of Kathakali from her teacher, Margi Suresh.

Natya. Then, once she is a little grown up, I will turn my attentions back to dance.”

Natya looks up from where she sits watching a video of her mother’s performance, smiles and says, “I learn dance too!”

Six months into her stay this bubbly Thai dancer waxes eloquent about the beauty and elegance of the art form.

“I have lots to learn in Kathakali. The expressions and finesse with which it is performed is awe inspiring.”

When asked about her next plan, she shrugs.

“Sooner or later I want to return to Thailand to teach the children there the dance forms of India. But first I want to be a good mother to my

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February 2016

41

Feature

Solar Energy plans leap frog; Target spiked five times to one lakh MW in next seven years

by Neeraj Bajpai

J

ust when a Swiss pilot’s solar powered aircraft mesmerized the world by setting a record of longest solo flight without a drop of fuel, India’s solar energy ambitious plans are set to leap frog. The Centre has revised cumulative targets under National Solar Mission from 20,000 MW by 2021-22 to 1, 00,000 MW- a quantum jump.

After launching of signature initiatives ‘Smart city,’ ‘Digital India’ and ‘Make in India,’ massive efforts are underway to tap the untapped renewable energy resources-mainly solar power. Official sources said the Ministry of new and renewable energy (MNRE) currently pushing solar city programme to reduce dependence on fossil fuel based energy has selected 50 cities

to be developed as solar centres. Of these, 44 cities have already prepared master plans. Stakeholder committees have been formed in all the 50 selected cities. The programme entails that the selected cities will have to ensure desired level of generation from renewable energy resources.

India’s huge and vibrant market of 1.25 billion people has triggered interest among foreign players. Union Minister for Power and Renewable Energy Piyush Goyal, on completion of one year in office, said that steps were afoot to accomplish Prime Minister Narendra Modi’s aim of ensuring 24x7

powers to all and RE sector would play a major role. At least a dozen nations have signed MoUs to work with India in the development of renewable energy in past few years. During his recent visit to France, Mr Modi laid thrust on India’s vision towards solar energy. French companies are working in the solar sector here and they aim at contributing in a big way. President Francois Hollande has already conveyed France’s commitment to develop clean energy here.

Feature If the goals set for the solar energy are realised, the country will surpass Germany which is a global leader in solar power generation by producing three times higher energy from the discipline. Though technology is getting cheaper, experts feel that the sector might be a game changer so the government should revisit its policy of financing of projects. They feel that at present India RE projects are financed for 10-12 years with an annual interest rate of 12-13 per cent while in Europe and US, the projects are funded for 17-18 years with an interest rate of 4-5 per cent.

To make 100 GW (giga watt) solar energy target a reality, an ambitious scheme of creating sector skills has been launched recently under which 1, 00,000-“Surya Mitras” will be trained to help achieve scaled up objectives and service the arena. Experts feel that the RE sector will create one million jobs by 2022 as the government has scaled up the target which includes100 GW from the solar sec-

tor and 60 GW from the wind energy by 2022. Various states are coming up with their own plans of regulatory norms and other policies. Almost every day, states are coming up with solar plant announcements as well as commencements.

The world’s largest solar project is going to be set up in Rewa, which will have 750 MW capacity plant spread over 1,500 hectares of land. Similarly, M Chinnaswamy stadium in Karnataka has emerged as yet another hallmark of grid connected solar roof top system, now luring others to follow suit.

It has now 400KW of net metered rooftops power plant. About two dozen states have notified net metering policy, laced with incentives to promote the rooftop solar plants connected with grid. The net metering is the process through which discoms will generate bills to solar power plant owners as per consumption and credit will be given to the consumer of contribution to the gird is higher than the consumption.

In some areas in the national capital, the phenomenon is catching up, say experts, contesting the perception that solar power is back up in case of regular breakdowns outage and insist that it is going to be hassle free power.

Plagued by outages, increasing power tariffs, corruption in power companies and the Aam Aadmi is evincing keen interest in solar power –technology which was costly a few years back.

Even in remote places kiosks selling solar panels can be spotted. Small LED bulbs are emerging another attraction among consumers.

A retired central government employee, Harish Chandra Bhardwaj, appeared upbeat by spotting such kiosks near his village Samadha in Mofussil Unnao in Uttar Pradesh.” Solar power is becoming lucrative among poor people who buy some panels to harness the energy to recharge their mobiles and one or two lights in the house,’’ he asserts admitting cost is to be brought down.

Feature In upscale colonies, RWAs now mull over installation of common solar powered system instead of going for big gen sets. At a number of public meetings, the Prime Minister recently put his government’s approval to step up of solar power capacity target under the Jawaharlal Nehru National Solar Mission (JNNSM) by five times.

The target will principally comprise of 40 GW Rooftop and 60 GW through Large and Medium Scale Grid Connected Solar Power Projects. With this ambitious target, India will become one of the largest Green Energy producers in the world, surpassing several developed countries.

The total investment in setting up 100 GW will be around Rs. 6, 00,000 crore.

In the first phase, the Government is providing Rs. 15,050 crore as capital subsidy to promote solar capacity addition, official sources say. This capital subsidy will be provided for Rooftop Solar projects in various cities and towns, for Viability Gap Funding (VGF) based projects to be developed through the Solar Energy Corporation of India (SECI) and for decentralised generation through small solar projects.

Official sources said the Ministry of New and Renewable Energy (MNRE) intends to achieve the aim of 1, 00,000 MW with targets under the three schemes of 19,200 MW. Apart from this, solar power projects with investment of about Rs. 90,000 crore would be developed using Bundling mechanism with thermal power. Further investment will come from large Public Sector Undertakings and Independent Power Producers (IPPs).

State Governments have also come out with State specific solar policies to promote solar capacity addition.

JNNSM was launched in 2009 with a target for Grid Connected Solar Projects of 20,000 MW by 2022. In the last two to three years, the sector has witnessed rapid development with 44

February 2016

installed solar capacity increasing rapidly from 18 MW to about 3800 MW during 2010-15. The price of solar energy has come down significantly from Rs 17.90 per unit in 2010 to under Rs 7 per unit, thereby reducing the need of VGF/ GBI (Generation based incentive) per MW of solar power.

With technology advancement and market competition, Green Power is expected to reach grid parity by 2017-18. These developments would enable India to achieve its present tar-

get of 20,000 MW. But considering its international commitment towards green and climate friendly growth trajectory, New Delhi has taken this path-breaking decision.

Sources said steps are afoot to approach bilateral and international donors as also the Green Climate Fund to achieve this target. Solar power can contribute to the long term energy security of India, and reduce dependence on fossil fuels that put a strain on foreign reserves and the ecology

Feature as well. The solar manufacturing sector will get a boost with this long term trajectory of solar capacity addition.

This will help in creation of technology hubs for manufacturing. The increased manufacturing capacity and installation are expected to pave way for direct and indirect employment opportunities in both the skilled and unskilled sector. The new solar target of 100 GW is expected to abate over 170 million tonnes of CO2 over its life cycle. This Solar Scale-up Plan

has a target of 40 GW through Decentralised Solar Power Generation in the form of Grid Connected Rooftop Projects.

While Decentralised Generation will stabilise the grid, it will minimise investment on power evacuation. To facilitate such a massive target, the Prime Minister’s Office has been pushing various Ministries to initiate supporting interventions, including incorporating changes in land use regulations and tenancy laws to facil-

itate aggregation and leasing of land by farmers/ developers for solar projects; identification of large chunks of land for solar projects and identification of large government complexes/ buildings for rooftop projects. Other steps include clear survey of wastelands and identification of transmission/ road infrastructure using satellite technology for locating solar parks; development of power transmission network/Green Energy Corridor; setting up of exclusive parks for domestic manufacturing of solar PV modules.

These interventions also aim at provision of roof top solar and 10 percent renewable energy as mandatory reform under the new scheme of Ministry of Urban Development; amendments in building bye-laws for mandatory provision of roof top solar for new construction or higher FAR and considering infrastructure status for solar projects.

These also envisage raising tax free solar bonds; providing long tenor loans; making roof top solar a part of housing loan by banks/ NHB and extending IIFCL credit facility to such projects by the Department of Financial Services; suitable amendments to the Electricity Act for strong enforcement of Renewable Purchase Obligation (RPO) and for providing Renewable Generation Obligation (RGO); incorporating measures in Integrated Power Development Scheme (IPDS) for encouraging distribution companies and making net-metering compulsory.

Official sources said up to December last year,17 Solar Parks of aggregate capacity of 12759 MW were planned to be set up in 12 States and a grant of Rs 172.50 crore has been released to Solar Energy Corporation of India (SECI) towards development of solar parks. Further, proposal for release of Rs 80 crore have been initiated.

February 2016

45

Products

largest Complan Cup and the hunt for

‘Complan Kids’ C

omplan Boy and ace Indian cricketer, R. Ashwin unveils the first ever largest Complan Cup in Tamil Nadu and announces the hunt for ‘Complan Kids’ India’s ace Cricketer and former Complan Boy, R. Ashwin unveiled the first ever largest Complan Cup and announced a Chennai city wide hunt for ‘Complan Kids’. This is no simple cup, but the first ever live hoarding on a cup. R. Ashwin shared that he is proud to be a Complan Boy because he grew up drinking Complan and that he is delighted that his and Tamil Nadu’sfavorite Classic Chocolate flavor is back in Tamil Nadu!

According to the manufactures of Complan, the hunt for ‘Complan Kids’ was initiated with an intention to bring awareness about the importance of a complete nutritious diet for a growing child, especially when children may not finish their meals and thereby end up not getting sufficient nutrition.

Nutrition is a primary concern among mothers when it comes to their child’s diet. Growing children need much more nutrition and mothers really care about giving their kids complete nutrition to meet their needs to grow well. But kids may leave their meal unfinished or may prefer to eat junk food. Lack of complete nutrition affects the overall growth and development.

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February 2016

Complan, made up of 100% milk protein and 34 vital nutrients bridges nutrition gaps and helps in their holistic growth and development.

Speaking about his association with Complan,R. Ashwin said, “I am a Complan boy. I have grown up drinking it. It is very important for every child to receive the right kind of nutrition while growing up. Through this initiative, we would like to applaud Complan Mothers for making the right nutrition choice. I am also equally happy to announce the comeback of Classic Chocolate flavor which was my favouriteand was all along with me while m y

growing up years is now back in the market.

He further added, “Complan is made up of 100% milk protein, which means it retains all the goodness of milk. Complan’s Classic Chocolate flavour not only tastes good but also ensures that children, who are fussy eaters, like I was when I was a kid, receive the essential vitamins and nutrients which are required to reach their full potential”.

Feature

Questioning Me ?

“A

wareness or consciousness of “I am,” plays a key role in achieving self-realization; tracing back to the source of awareness by asking oneself the question “Who am I?”, the true self becomes obvious.”

Who am I? I am alive here, in this beautiful world, but for what? What is the purpose of my life?

Am I hurrying chasing my desires? Am I happy then?

Do I forget to live in present?

We seldom think about all these? We should ask these questions to ourselves once in a while. Let us try to figure out our own real self as if from a mirror and we must talk to our self often and ask these questions.

money give me satisfaction all the time? Does fame makes me smile always? Does sex gives me pleasure always? How many people really love me without expecting anything back from me?

Did my wins make me proud always?

Did my innovations and later recognitions give a constant happiness? Is it anyway useful for others? Is my knowledge enough? What is the benefit of my education and qualification? Am I doing the job what I leaned or related to my qualification? Am I getting job satisfaction and what exactly it means?

Did I ever share my knowledge? If I share my knowledge, will I lose my edge on others?

When I hurt someone or refrained help, did my happiness last forever?

How sincere I am in my words and actions?

What is freedom? Do I need more freedom?

Does God really exist? What is religion? Who are our ancestors? Is the color of the blood is same who lives in different continents regardless of their religion, body color and creed?

What explains discrimination? Why is that so?

How many are there who don’t have time and cannot read all these? How many are there who cannot think about all these? How many are there who really understand all these?

Bijoy D. Das bijoydevadas@live.com

What is my mission?

Am I satisfied with this life? What else I need apart from what I have now?

How many people depend on me? What can I do for them? Am I doing enough for them? Where I am living? How many trees might have used to make my home or how many trees might have been cut to make my chair?

Okay, let me ask something else; did February 2016

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Why geopolitics is the

biggest threat to the

IT industry O

nce considered a globalizing force, information technology today faces some of the world’s most punitive geopolitical barriers to entry.

Estimates indicate the Snowden leaks could cost the US IT industry up to $180 billion in lost revenue. Even as the fallout from this incident dissipates, the rise of the internet of people and things will keep governments concerned with protecting their national data, with a number of intents in mind, ranging from protecting privacy,

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By Ian Bremmer / Eurasia Group

to combatting foreign or domestic threats, to supporting domestic economic players.

Separating out these different intents helps makes sense of an increasingly complex regulatory picture. And yet, a few important subtleties must be kept in mind when trying to put case studies into neatly defined boxes. First, local actors sometimes have an interest in blurring the picture by, for example, claiming to act in the name of one cause while further-

ing another. For instance, Russian lawmakers have presented their country’s data localization rules as necessary to defend users’ privacy from foreign intelligence services, but the measures will also – and primarily – enhance Kremlin surveillance. Doublespeak is the name of the game.

Conversely, it is important for external observers to remain cautious and objective before attributing ill intents to local decision-makers.

For instance, many international

Feature observers have expressed concern that Nigeria’s stance in fining telecommunications providers for failing to comply with SIM-card registration rules may be a case of economic extortion. Yet a close look at the country’s challenge in battling technologically-savvy Boko Haram reveals that Nigeria’s claim that its rules are justified by national security requisites actually has some merit.

It is also worth remembering one of the key rules of political analysis: never underestimate the amateurishness of bureaucracies. The US government, for example, is vastly underprepared to coherently deal with the challenges emerging from the rise of the internet of things; hence, consider the possibility that messy policy in that area may simply be the result of internal confusion.

Finally, like any threat environment, the nature of what drives economic coercion policies is ever-evolving, and one must stay aware of its vagaries. For instance, after years of focusing on ensuring domestic surveillance, there are now early signals that Iran may be toying with controls on foreign market players as a means of preserving its promising but fragile technology industry in a soon-tobe post-sanctions environment.

The geopolitics of IT Regardless of what drives IT nationalism, its result is unequivocal harm to the sector’s global business environment. Lost business is the biggest threat: when a local regulation either prevents or complicates the purchase of foreign IT goods and services, it makes it that much less likely outside companies will have a fighting chance at winning new contracts or maintaining old ones. Second come compliance costs: more stringent regulation

means having to hire more lawyers to pore over arcane legislation, particularly as governments often provide little guidance to accompany their diktats. Then there are the costs of actually implementing these new rules: one study put the preliminary costs of Russia’s data localization law near a whopping $6 billion.

Of course there is also the fact that a deteriorating geopolitical environment harms upstream research and development (R&D). In a tense international climate, IT companies may be less inclined to hire foreign scientists and engineers. One American ICT company, for example, just a year ago decided to shut its engineering presence in Russia.

Capricious domestic regulation also means fewer opportunities for economies of scale. The Kremlin wanting all smartphones sold in Russia to be able to run on its alternative to the US GPS – a system called GLONASS – is an example of the ways in which companies’ profit margins can be cut by having to adapt to national specifics.

A breakdown in international flows can also affect consumers’ experiences by, for example, impeding the interoperability of the products they use. The internet of things will soon raise the profile of this issue if major IT players continue to compete, rather than collaborate, in building their communication protocols for the ever-longer list of goods connected to the internet.

Indeed, as the IT industry becomes inseparable from the rest of the economy (think of the fact that some of AT&T’s greatest growth comes not from new cell phone plans but from connected cars), the economic coercion affecting IT companies will increasingly spill over to all industrial sectors. In an

age in which cars are nothing more than “computers we ride in” (Doctorow), no company will be exempt from the coercion aimed at the IT industry.

Post-Snowden America Is this all a US story, affecting only American IT companies while their European and other foreign competitors get off scot-free? Yes and no. It is primarily a US story insofar as the Snowden revelations hit the US in ways that haven’t affected other major IT producers.

It is interesting, for example, that Europeans seeking to escape the perceived vulnerability of relying on American cloud services have opted to replace their US providers with none other than the Chinese company Huawei – long-shunned in the United States for its alleged ties to China’s security services.

In IT, as in everything, money talks: foreign consumers may recognize that a Chinese company’s security could be just as compromised as an American company’s, but at least it is cheaper, goes their thinking. And so Chinese IT companies have been wildly successful in developing countries, not least across sub-Saharan Africa.

But this will change. Having the US as a common enemy is convenient, but sooner or later foreign countries will realize that they can’t trust each other either. Snooping is not just a US versus the rest-ofthe-world phenomenon. Take, for example, the revelation that a Chinese computer maker had been delivering its products with pre-installed spyware running on them until it was caught in early 2015.

China and Russia may have sealed a neat-sounding “cyber non-aggression pact” last spring, but the reality is that they know they can’t trust each other any more than they can February 2016

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Feature the West. When the Chinese government began cracking down on foreign IT providers in the summer of 2014, it was no more lenient with Russian cyber-security providers than with their US competitors.

Likewise, Narendra Modi may have allowed Chinese IT companies to operate in his country as part of his “Make in India” manufacturing strategy, but only under the condition that the Chinese goods produced in this partnership will go through a rigorous vetting process to make sure they’re devoid of Beijing’s malware.

Does all of this mean IT companies – American or not – are stuck with a global business landscape so rugged that they might as well fall back on their domestic markets?

Far from it. What we are witnessing today may be another Darwinian turn in the road that will separate the weak from the rest, but resilient IT companies have a bright future ahead of them, provided they follow a few rules of thumb: Do not exaggerate the threat, observe the opportunities: In a heated geopolitical environment, knee-jerk reactions against new regulations are normal, but not always advised. Before engaging in an all-out denunciation of new policies, companies should read the fine print and consider potential upsides. Europe’s Digital Single Market strategy provides an interesting case study – while most US tech giants took the announcement of this regulatory overhaul as an attack against their presence in the Old World, a few chose to focus on its bright spots. Contrary to most of his peers, for example, Facebook CEO Mark Zuckerberg argued that the unification of 28 regulatory environments into one would help his company operate more seamlessly across European

markets. Microsoft, for its part, has welcomed the EU’s invitation to rebuild trust in US IT systems by announcing the opening of a “Transparency Center” in which outsiders will be able to review technical details of the company’s products.

Play to your strengths: In many instances, the same countries that aim to protect themselves against the dominance of established IT companies are also those that need said-foreign expertise most.

Know-how is not something that can be picked off the shelf. For instance, when the Kremlin attempted to create a domestic payment card system of its own, it ended up turning to multiple foreign card companies, to compensate for its repeated technical failures. Similarly, Russia’s attempt at a domestic mobile operating system was quickly revealed to be reliant on a Finnish developer.

Take your future into your own hands: The 21st century presents a government-relations paradox for players in the IT industry: more than ever, they are influenced by the foreign policy decisions made by their home governments; yet any attempt at working with policy-makers to minimize the excesses of these decisions risks exposing them to accusations of collusion – hence Silicon Valley’s profound reluctance to engage with the American government despite the latter’s push for greater private sector engagement.

But no one can force IT companies to buy into a narrative pitching IT actors against one another solely on the basis of their national affiliations. In fact, companies willing to look at the IT landscape with an apolitical eye will quickly discover the existence of local allies in their scepticism toward excessive regulation. For example, one of the

greatest opponents to Russia’s version of the “right to be forgotten” has been a Russian search engine.

Know when to leave: The decision to pull the plug on a market is never a fun one for executives, but sometimes – just sometimes – it is better to leave on time than to overstay one’s welcome. And guess what: coming back is always an option, which is what one American IT company did, returning to China after a five-year strategic retreat.

The global business landscape for IT companies will never be as smooth as it once was. But the good news lies at the source of today’s tensions: the very reason governments are fighting over who can access their IT turf is that they realize the digitization of the global economy will mean ever-greater market opportunities, which they naturally want to protect. This is, paradoxically, a fantastic opening for foreign IT companies: if they can prove their ability to grow their partners’ pie, no doubt they will receive a fair slice of it.

(Author: Ian Bremmer, President, Eurasia Group. Ian Bremmer is an American political scientist specializing in US foreign policy, states in transition, and global political risk.

He is the president and founder of Eurasia Group, a political risk research and consulting firm. As of December 2014, he is foreign affairs columnist and editor-at-large at TIME. In 2013, he was named Global Research Professor at New York University. Eurasia Group provides analysis and expertise about how political developments and national security dynamics move markets and shape investment environments across the globe.)

Courtesy: World Economic Forum

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