Kirloskar Institute of Advanced Management Studies
From the Director’s Desk
Professor of HRM & Principal Director, KIAMS
Digital India campaign as rolled out by Indian PM, Shri. Narendra Modi is an initiative which works towards not only digitizing government operations and public sector undertakings but most importantly empowering people with the touch of the button. In Management parlance it is nothing but empowerment of people with the power of technology within every citizen’s reach. The Next Generation Network (NGN) are very much part of Digital India campaign. This programme addresses wide variety of issues including facilitation of availability of government services electronically and perpetual information updates with communication technology. This is apart from the programs which reach out to schools and rural area with the help of technology which makes teaching easier and through terminals and bigger screens. This addresses manpower issues of school teachers. Similarly public sector banks are now moving towards mobile banking and easier and faster access to services given by the Public sector banks. Even, public works departments, local corporations across India (both central and state governments) are driving the digital India campaign. In this era of Next Generation Network, needless to mention the focus has to be encouraging Digital Innovators across India which may include Digital practitioners. There has to be more coverage of Rural to ensure inclusiveness in Digital India campaign. This program if implemented properly will remove economic disparity and remove poverty. Digital India through simple methods ensure removal of non-information and empowering marginalized and information deprived people with Digital literacy, access to digital tools including internet penetration and thereby creating revolution across India.
If the current (NDA) government is keen on this program to drive the economic growth, must provide access and infrastructure and make common people digitally literate to earn mileage out of this. As a Management Professor, I would look at education and empowerment by enabling people with better health and education facilities, skilling and livelihood opportunities using digital literacy and tools related to technology. A proper governance through this digital program will ensure that people voices are heard, and better delivery of government services. This program can with proper usage of digital tools, will empower grassroots-level civil society, through digital literacy and protection of culture and heritage. I am glad that Chanakya has chosen this theme for this month issue and related articles will surely highlight the markets and enterprises related to digitally empowering micro-enterprises and proper training in digital field will further strengthen digital India campaign. This should at the end open up newer markets through website presence and e-commerce routes for rural products and services. Last but not the least, is creation of data base and Knowledge Hub through timely and proper interventions for scaling up innovations and partnership depending on the socio economic developmental needs. Digital India campaign can further support and strengthen “ Make in India “ campaign to change the fortunes of billions of Indians and rural population of India can realize their dreams of economic progress through these programs. I appreciate the efforts taken by Prof. Gita Madhuri and Chankaya team members in bringing out this issue with yet another relevant theme which is very much contemporary in nature. I am sure the articles in this issue will be useful to our readers.
EDITORIAL
TEAM
Mr. K.Joshi Nadh
Ms. Aarushi Gupta
Mr. Tarun Pandey
Ms.Pratikshya Sahoo
Dear Readers, In this Issue of Chanakya, We the Editorial team is proud to publish DIGITAL INDIA December Edition . To build our next generation in a smarter way and empowering people with the touch of the button with the power of technology. We wish you all a joyous festive season and a blessed year in 2016. Happy Reading.!!
T
he honorable Prime Minister Narendra Modi launched Digital India programme on
July 1, 2015. The objective of this programme is to transform Indian economy into knowledge economy where every citizen of India is digitally empowered and has access to all the services of government of India digitally. This is a very big step taken by the government of India towards the welfare of the people. But this initiative is not new. A National e-Governance Plan was launched by the government of India 2006 which encompassed 31 projects across various domains and sectors. But even after a lot of steps taken by the government, it could not cover the whole country. This programme was launched to ensure that the entire public service system is managed using information technology. It not only takes into account the cities and towns but also the rural areas. The core activities of Digital India programme includes creating digital infrastructure, providing government services digitally and educating people to use digital platform effectively. A lot of policies and procedures have been planned to make this vision a reality in India. To implement this programme, the Ministry of Communications and IT has been assigned the task of nodal agency. A lot of schemes like Digital Locker, e-health, e-signature etc. are some of the prominent schemes planned to be implemented under Digital India programme. Further, BharatNet and Next Generation Network are also included in Digital India programme. All of such schemes require investments of over Rs. 1 lakh crore. This programme is planning to make use of the National Information Infrastructure to provide broadband network to all the cities, towns and villages of India. This mission is very big and if it so happens, it would result into momentous consequences for Indian economy and its people. Digital India can't be thought of without providing phones access to each and every citizen of India. So major focus is being put on enhancing mobile networks throughout India filling all the interstices. It has been calculated that over 42,300 villages are still devoid of phone networking facilities. So to make India digital, it becomes imperative that mobile networks are made available in all the remote areas.
A number of services are provided by the government of India major of which can be provided digitally. So a lot of focus has been put on increasing such number of services especially for villages and other remote areas. Currently around 1, 40,000 such services are provided using digital platform. The aim is to increase the count to over 2, 50,000 or at least 1 in every rural or remote region. In villages, people have to travel long distances to avail basic services. So it has been planned to transform over 1, 50,000 post offices into modern service centers providing multiple facilities. A lot of big projects keep hanging waiting for clearances and documentation work. This works as a big hindrance in the path of development. Since many years, a lot of steps have been taken to prevent this situation but the target could not be achieved. So through digital India programme, all the sanctions and documentation would be done online. It would help in speedy implementation of these projects. E-Kranti (electronic kranti) is a significant part of Digital India which has 41 mission mode projects including e-, e-Healthcare etc. these are not just mere plans but speedy actions are being taken to accomplish them. MCA21 project related to registrations of companies has been completed and launched successfully. Under Digital India programme, there is a provision to educate 10 million students for IT jobs. These students would be from smaller villages where the students do not have access to proper computer education. There are provisions for opening Business Process Outsourcing units in every northeastern state. This provision would help the north-eastern regions to grow and provide employment opportunities to their people. To make digital network a reality in villages, there is a need of huge workforce. Keeping this thing in mind, the telecom operators would train about 3, 00,000 people who would work as service delivery agents for them which is in itself a big challenge. The difficulty is not just of the count but of quality also. The under-trained or less skilled people would not be able to contribute effectively towards the projects. There is huge focus on increasing e-Governance in the country. Currently the government maintains over 13 million mobile numbers and over 2 million email ids in its database which belong to government employees. The government sends messages and emails to its employees to provide information about various government services. The aim is to increase the base and cover all the people. A lot of digital initiatives like biometric attendance in the government offices, eBook in libraries, weather related information through SMS, Wi-Fi in colleges and universities etc.
There are a lot of challenges before digital India vision. Digital India programme requires online database and record making instead of keeping them offline. So all the database with the government of India need to be fed into the computers which in itself is a very daunting task. All the documents of the citizens should be available on online repositories. It has been said that almost all the e-governance project has been successfully implemented in some part of the country as pilot project. The bigger challenge is to replicate these e-governance projects in all parts of the country at a bigger scale. Laying cables in the rural and remote areas would not make sense if the count of the users does not increase. Even after installing broadband networks in most of the places in India, the number of users remained limited to around 15 million. Thanks to the wonderful social sites like WhatsApp and Facebook which have increased the mobile broadband users to over 85 million. Similarly providing access to mobile phones to each and every citizen of India would not ensure that there is a working network. In a lot of cities, the mobile network is so congested that the network breaks down resulting into call failures. In Indian telecom industry, there is a big problem of shortage of spectrum which boosts up the costs and deteriorates service quality. But the problem does not end here. Currently, there are around 100 million broadband users. About 85% of them are using broadband through mobile. It has been estimated that over 100 million mobile broadband users would come into picture in the near future. The current network would not be able to handle such a colossal traffic. There is a dire need of more spectrums in hand. The expectations from the digital India programme are very much. The National optimal fiber which should have been accomplished a few years back is still pending. Within a span of 4 years, achieving such higher targets looks very difficult to happen. Filling this huge digital gap would take many years. A lot of plans are made after numerous meetings. But the implementation of the projects is extremely difficult task. There is a need of extensive reengineering to make digital India programme a success. There are over one billion people who do not have access to internet as per one of the studies conducted by Facebook and McKinney. As per the rankings of the countries on the level of difficulty in accessing internet, India has 20th rank. In the whole globe, over 4 billion people do not have the access to the internet. It means that India has 25 percent share in this population. As per the study, most of the people who do not have access to the internet are female or old. Also, most of them live in low income countries. The report also suggests that the major challenges the whole country is facing like illiteracy, poverty, unemployment, lack of adequate infrastructure are important factors in low internet access to the people in India. It has been calculated that of all the adults in India, over 37 percent people are not literate. In numbers, this counts around 287 million people which is the highest in the globe. This high level of illiteracy do not allow the people to gain internet access. A huge population in India do not know how to handle a computer.
There is still a lot of unawareness regarding the applications of computer and internet in human lives. Taking an example, there are a lot of facilities available on the internet which can be very useful to the farmers e.g. weather related information or information related to price trends. But the illiterate farmers are unaware and are devoid of access to internet. Cybersecurity is a major factor which prevents people from sharing information on internet. There is absence of adequate privacy laws which exposes the internet users to the cyber risks like misuse of database, risk of access to personal data, cyber abuse etc. To increase the trust of people in using internet without any fear, there is a dire need of strict cyber laws. There should be proper mechanism of data protection. Once people start finding internet safe, there would be increase in usage of government services.
Reference:
http://qz.com/274880/here-is-the-biggest-challenge-to-modis-digital-india-vision/
Ajay Singla
Indian Institute of Management Raipur Post Graduate Programme (PGP)
Intel is coming up with futuristic thinking with the help of censors and cloud computing in all the sectors to make the life easier from shopping, to driving, to manufacturing, IoT is proving to be a game changer for consumers and businesses alike. CEO Brian Krzanich and Intel vice presidents will share a breadth of use cases and real-world solutions, new products and technologies, and ecosystem relationshipsand help you assess the impact.
Secure, Scalable, Interoperable The Intel® IoT Platform is an end-to-end reference model and family of products from Intel, that works with third party solutions to provide a foundation for seamlessly and securely connecting devices, delivering trusted data to the cloud, and delivering value through analytics. The Internet of Things (IoT) has enormous potential to drive economic value and social change. But with 85% of things still unconnected and security threats pervasive, the industry has yet to tap IoT’s enormous potential. The Intel® IoT Platform breaks down these obstacles. It provides an end-to-end platform for connecting the unconnected—allowing data from billions of devices, sensors, and databases to be securely gathered, exchanged, stored, and analyzed across multiple industries.
Key Benefits Security: Deliver trusted data with a tight integration of hardware- and software- based security that starts where data is most resilient to attack. Interoperability: Utilize technologies that seamlessly communicate to one another, help accelerate time to market, and reduce the cost of deploying and maintaining IoT solutions. Scalability: Achieve scalable compute from edge to cloud with processors from Intel® Quark™ to Intel® Xeon® and Intel®-based devices, gateways, and datacenter solutions. Manageability: Get advanced data management and analytics from sensor to datacenter. The Intel IoT Platform helps deliver innovations to market faster, reducing solution complexity and delivering actionable intelligence by offering a defined, repeatable foundation for how devices will connect and deliver trusted data to the cloud. And it allows OEMs, SIs, and vertical industries to develop and deploy solutions using building blocks on the Intel IoT Platform. These solutions help provide a repeatable foundation for the Internet of Things and free up developers' time to focus on building solutions that expertly address specific customer pain points.
By: B.V Swaroop B18-KIAMS CLASS REPRESENTATIVE
Many businesses are unsure about the use of retargeting as a form of online advertising and whether it is a successful way of attracting clients. Bizrate Insights have found that only 15% of online consumers dislike retargeting adverts meaning that most consumers feel neutral or positive about them, while a further 25% said they like to be reminded of what they have been looking at.
The internet and all of its distractions means that consumers jump from page to page and can easily forget something which they may have wanted to look into further. With the use of retargeting, which works by leaving a cookie on the last webpage the user looked at, businesses can remind potential customers of their product, tell them something new or offer them a tailored deal. While digital media can reduce costs and boost marketing effectiveness, these benefits come at a price of their own. Automakers, for instance, lose partial control over the information flow that plays a critical role during the consideration and purchase-intention or shortlisting stages. The digital revolution is changing consumer behavior toward traditional buying channels. Not just the reserve of e-Commerce sites Retargeting is an easy, cost effective way of reaching people who have already shown an interest in your service so show tailored adverts to visitors according to the pages they have visited but be realistic too and know it’s not always 100% accurate. There will be times when you get it wrong as you are making assumptions about users based on the content they viewed, but for every one you get wrong, you’ll hopefully be getting 99 right and the results should outweigh any concerns you may have over accuracy. 4 Ways to Measure Social Media and Its Impact on Your Brand Measuring Social Media Exposure How many people could you have reached with your message? In social media, this measurement is about as reliable as a print magazine’s circulation, but knowing your potential audience does have value because it represents your potential sales lead pool.
Measuring Engagement How many people actually did something with your message?This is one of the most important measurements because it shows how many people actually cared enough about what you had to say to result in some kind of action. Measuring Influence Influence is a subjective metric that relies on your company’s perspective for definition. Basically, you want to look at whether the engagement metrics listed above are positive, neutral or negative in sentiment. The Lead Generation Funnel After you’ve measured through the influence portion of the funnel, you’re now creeping into where too many companies are starting their measurement efforts: the lead generation funnel. This is where the brand awareness portion of the funnel ends and the traditional ROI-driven action begins. 5 characteristics of successful brand content With this in mind, I stud-ied numer-ous suc-cess-ful brand con-tent cam-paigns and was able to iden-tify 5 essen-tial con-tent features: Be interesting, before being interested The aim is to ensure that the audi-ence comes and remains pri-mar-ily for the qual-ity of con-tent, and not pri-mar-ily for the brand. The con-tent should be based on the DNA of the brand, but above all, in rela-tion to a tar-get, and not in rela-tion to a product. Be entertaining, but not advertising The sec-ond essen-tial char-ac-ter-is-tic of a suc-cess-ful brand con-tent is its abil-ity to be enter-tain-ing and engag-ing, while remain-ing within the uni-verse of the brand, with-out falling into the pit-fall of adver-tis-ing. Brands are not media and there-fore aren’t des-tined to be neu-tral: we must create char-ac-ters, tell sto-ries, while remain-ing con-sis-tent with the brand values.
Create engagement and adherence The goal of Brand Con-tent is to build a strong rela-tion-ship between a brand and its audi -ence. For this, it is nec-es-sary to cre-ate con-tent that makes you want to share it, that will fit into a social sys-tem, and that will ensure Inter-net users trans-mit the brand’s mes-sage and content.
Be Free A brand con-tent must be free: there shouldn’t be any access fee to that con-tent because the goal is to gen-er-ate atten-tion, and paid con-tent auto-mat-i-cally has a reduced scope .Be able to spread in the dig-i-tal ecosystem .Finally, Brand Con-tent should enable the brand to reach its audience directly where it is located: on video plat-forms, on media por-tals, on social plat-forms, and not nec-es-sar-ily on a brand site. With the right color palette for your website, you’ll achieve online marketing success by drawing in a new audience If you take a close look at the most visited sites on the Internet, you’ll see an interesting phenomenon: they all seem to use the same four colors. It’s true. Many websites use the same basic color scheme with slight variations. Usually, those colors include blue, white, gray, black, and a color that pops. The last color could be yellow, red, or orange. White is the predominant background color with pale blue coming in second.
Annie steffi Sydney,S. Binil Sundar MAT 724 infotech Steffisydney09@gmail.com
Payment Bank: A Digital revolution in Banking Sector
On August 19th India took a big step in reaching out to its unbanked sectors with the Reserve Bank of India granting licences to 11 payment banks. Payment banks bring banking services through mobile phones. They provide facilities for deposits and remittances. Payment of bills, money transfers can all take place through their mobile wallets which are similar to bank accounts. These wallets are aimed to reduce the people’s dependence on cash and go digital. Payment banks can contribute significantly in improving the lives of the lowincome classes of the migrant workforce who can now send money at one click. Features of Payment Banks Deposits of maximum 1 lakh are allowed for the accounts. Payment banks can pay interest on this money. Lending activities cannot be carried out by payment banks. They can issue ATM cards, debit cards and forex cards. However credit cards cannot be issued. Mobile wallets can be used for automatic payment of bills, shopping and money transfer.
Distribution of non-risk sharing simple financial products like mutual fund units and insurance products, etc.(RBI press release)
Payment Banks vs. Traditional Banks Payment Banks
Traditional Banks
No credit issuance activities. Sustainability in the
Loans and credit is fundamental to banking indus-
long run remains a problem. Some of the license awardees like Airtel, Voda-
try. Commercial Banks would need a lot of efforts to
fone are already big players with a huge subscriber
reach to every nook and corner.
base. Capturing rural unbanked sectors is relatively easi-
Lot of investments needed to set up new branches
er given the increasing internet penetration.
in rural areas.
In urban areas Payment banks can eat into the de-
Inability to lower interest rates further on loans and
posits of commercial banks. The real competition
lack of capital.(moneycontrol.com)
is in the urban areas. Investments only in government securities are a Wide range of investments helps them to grow. constraint. The source of income is largely the transaction
Various sources of income give an edge over pay-
fees charged.
ment banks.
I f we look closely at the mobile phone operators who will be operating some of the payment banks, we see that they are already large players n the market. There are 900 million mobile phone subscribers in India. Statistics presented in Figure1 indicates that this will be an advantage to achieve the mission of financial inclusion.
Figure 1 Unsuccessful Financial inclusion through Traditional Banking People in developing countries have fewer options for transferring money and accessing banking services because of the high costs associated with opening bank accounts in remote areas, fewer ATMs, smaller number of branches and high interest rates on loans. In India there is still 700 million unbanked population who does not have bank account and are deprived of financial facilities. The total number of rural branches has declined from 54 % of total branches in 1994 to 37 % in 2013 (the Guardian). The government of India wants economic development, more employment and poverty reduction which can be fulfilled through
proper and timey access to finance. The institutional credit system is strong, but still the financial literacy has not been penetrated into rural sections. To strengthen the financial roots in rural areas, the government of India launched Financial Inclusion, which included rolling out of banking services in 20,000 villages who do not have any banking facilities. But the Committee on Comprehensive Financial Services for Small Businesses and Low Income Households, headed by Nachiket Mor has submitted its report on Financial Inclusion to the Reserve Bank of India (RBI) in 2013 showed that full financial inclusion has not happened in India and not even progressing much due to some challenges in traditional banking process. Almost 90 percent of small businesses in India still have no links with formal financial institutions 60 percent of the rural and urban population do not have a functional bank account
Savings as a proportion to GDP have fallen from 36.8 percent in 2007-08 to 30.8 percent in 2011-12 and household financial savings declined from 11.6 percent of GDP to 8 percent during the same period. (livemint) Above mentioned points of the report suggest that there is still 60 % financial illiteracy in our country and savings are declining which can hurt the economy badly and provides less development opportunities. Need for Payment Banks It could be uneconomical for traditional banks to open branches in every village. According to Naveen Surya, Managing Director of ItzCash, The traditional banking model has worked only for 20 to 30 percent of the population. But mobile phones coverage is a promising low-cost platform for quickly taking basic banking services to rural areas. The Payment banks can provide financial services to low-income households, small businesses and migrant labourers (nextbillion.net). The advances in cloud-computing, Big Data and data-crunching technology, have allowed firms to come up with ways of lowering the cost of lending, moving and storing. The concept of payment banks in India is inspired by Kenya’s M-Pesa, model which can transfer cash via mobile phones on a mass scale. This form of mobile money is used by 75 % of Kenyan adults (economist.com) Seeing its great success in poor countries like Kenya, Zimbabwe and Somalia, a lot of companies in India requested RBI for Payment Banking Licenses.
Operating Model of Payment Banks
Figure 2 Revenue Model of Payment Banks The Parameters of Revenue Model are
Low Technology Cost Higher Volume of Transactions
Figure 3 Revenues will come only if the model will work on Lower Technology Cost and high volume of transactions so that even after increase in competition and reasonable charges per transactions, profits could be made out.Require all-time liquidity for carrying out transactions Challenge to attract high deposits requires providing higher Interest rate. To break the traditional banking mindset of the people Penetration of Private Banks in rural areas
Low Risk Model RBI has not mandated to keep a minimum Capital Adequacy Ratios as there is no credit risk for these banks. They do not need to take care of NPA’s also. However a robust and effective system is required to avoid Operational Risk. These banks need to keep some amount of money to RBI as a part of CRR. Advantages of Payment Banks Payment banks can provide an ease in savings. The payment banks with ease of banking facilities can help the household financial savings GDP to go up. They can also shield people from the fraudulent schemes which come up to dupe them of money. Reduced dependence on cash India has primarily been dependent on cash for end transactions. Payment banks with the feature of cashless transactions can improve the economy in terms of increase in spending behaviour. Additionally currency printing will reduce. Impetus to small businesses Small-scale businesses benefit from payment banks as the transactions are secure and the transaction fee charged is less. Challenges There are some challenges associated with the operating model. Asset- Liability mismatch as there are multiple debits by the customers as per demand Require all-time liquidity for carrying out transactions Challenge to attract high deposits requires providing higher Interest rate. To break the traditional banking mindset of the people Penetration of Private Banks in rural areas
Opportunities Ahead In future, the Government might give small loan ticket to these banks, as the loan products are required in rural areas and this will discourage the borrowers from taking the loans from moneylenders which charge high interest. Partnering with banks for issuing loans can be a feasible option in the long run to be sustainable. The ability to cope up with ‘hawala’ or agent based fast money transfer is also a deciding factor in people’s acceptance of payment banks. This would require a bare minimum or flexible transaction fees. Low distribution cost can allow them to offer low covers at premium. With the Reserve Bank of India also issuing small bank licenses to 10 banks for financial inclusion the competition gets more challenging and survival with these minimum charges gets tougher.
References 1. http://www.economist.com/ 2. http://www.fastacash.com/ 3. http://www.livemint.com/ 4. http://nextbillion.net/ 5. http://www.thehindu.com/ 6. http://www.cgap.org/blog/what-will-it-take-payments-banks-succeed-india 7. http://www.business-standard.com 8. http://www.moneycontrol.com
Aparajita Mittra
Sovit khurana
Welingkar Institute of Management, Mumbai PGDM-Finance
Digitalizing Indian Insurance sector Is there a leapfrog opportunity for Indian Insurance Co.? While the world had followed the hard way of getting the reach and then going digital, the challenge for Indian Insurance Co. is getting both, NOW!!! The question is can we do it, the way we almost skipped the telephone and directly adopted the mobile. The Global Insurance sector with insurance penetration of 6.3% (premium as % of GDP), has seen a significant growth in both life (56% share) and general insurance (44% share). India on the other hand since liberalization in 2000, is able to achieve only around 3.9% insurance penetration which is low compared to the world average and 80% of which comes from the life insurance sector alone. What needs to be covered? Several factors are responsible for the low levels of insurance penetration in the country. These include low consumer preference, untapped rural markets and constrained distribution channels. As per the policy holder survey by GOI, 70% of the policy distribution is through agents 60% of the policy purchase preference is for untimely death or accidents In urban region there are significant takers for tax saving and investment options. For uninsured houses the main reason was insurance being too expensive and availability of limited products.
Digital: The Next Big Wave? The digital megatrend is here and it is growing exponentially. It started disrupting the communication sector in late 90’s, followed by music and the travel industry and most recently the retail industry. FY’15 saw major disruptions in the Insurance sector, especially due to advent of technology, mobile and availability of digital platforms. India is already the no. 3 economy on the digital dimensions – mobile, social media, internet users. On the other hand globally digital insurance is in the top 5 product category in internet usage. Both the above factors make Indian Insurance Co. imperative to include digital as part of their company strategy. The Euro monitor report shows that the Digital adoption in India is faster.
As predicted by Intel Co-Founder - Gordon Moore “the data density will grow double every year and only those who are causing the disruption will survive”. Indian Co. need to act now and be part of this disruption to achieve the reach digitally.
The strategy Distribution disruption As the consumer becomes more and more exact and the supply chain becomes fragmented, businesses need to find new routes to reach the consumer. With effective distribution strategy the total operating cost goes down as scene in the below sectors. Digitalization holds a key in cost effective operations through micro-transactions.
Digitally influenced purchase The rise of a trust based economy. Especially in a market like India, consumers prefer to go online and research about the product, but still feel more comfortable buying through an intermediary. With Digical (Physical + Digital) kind of model companies can build the trust with the customer. The recent Digital influence study by BCG, shows the influence level across the value chain.
Customization Every person has a different meaning when it comes to insuring his/her life. The traditional vanilla products or the serve all model will be redundant as the consumer base starts increasing. Policies in this sector are moving from an Inside-out to Outside-in approach. Now it is the customer who takes decision regarding what kind of policy he wants. Over the period there will be self-forming groups of customers who will negotiate bulk purchases from the insurer.
Analytics for Risk management: Insurers have long relied on the four pillars of the value chain Risk Management, Investment, Sales and Operations. With Risk Management being the key competitive advantage is losing its charm with the advent of Big Data and Analytics. With years of data in the pocket, companies can take more informed decisions supporting the risk consultants. Over the period there will be many more startups doing risk management for these traditional insurance providers and thus we can expect some major acquisitions in this space, like that in the retail space. Indian Insurance Co. have a lot to achieve in coming years. Next time when you get a call from an insurance sales executive do appreciate his/her efforts in getting the country insured.
Dheeraj Lamkhade, PGDM Welingkar Institute of Management, Mumbai
DIGITAL TRANSFORMATION OF SMEs IN INDIA
SMEs contribute immensely to socio-economic growth of a country. In India, the sector consists of around 36 million SMEs accommodating about 80 million employees. It contributes 45% to the total manufacturing output. 40% of the export of the country is from SMEs. But, if compared globally, the MSME sector's GDP contribution varies from 22% in Brazil to 85% in Taiwan, whereas it is merely 8% in India. Employment generated by MSME as a percentage of overall Employment globally Source: www.kpmg.com/in/
Digital Transformation in India Today India is riding on a digital wave and many sectors are undergoing digital transformation. SMEs too have to adapt to the new changes brought forth by digitization. But presently, they lack DigitalReadiness. According to a Microsoft report, not even 10% of the SMEs have a web presence in India. The number of internet users in India is increasing rapidly with availability of low-cost smart phones and affordable mobile. Hence, with increasing Internet penetration, digital technology has become a critical success factor for the SMEs.
Source: www.financialexpress.com
Examples of Digital Transformation There are various digitally enabled platforms to enhance the capabilities of SMEs. Here are a few examples Google My Business: It is a mobile/desktop application launched by Google India exclusively for SMEs. It avails the SMEs to update their business information on various Google platforms such as maps, Google plus etc. E-Commerce platforms: SMEs are expanding virtually across borders through e-commerce. For instance Snapdeal has an association with over 1 million sellers. In addition, it recently launched a Zero Commission mobile-marketplace platform named Shopo, similar to Olx and Quikr. Such platforms can help handicraft clusters, amateur artists and homemakers etc. in expanding their reach across borders. How to digitally enable SMEs? As per Zinnov report SMEs in India were likely to spend $11.6 billion on IT products this year (2015) in order to increase their customer reach, manage customer relationships, and ensure efficiency in operations. Some SMEs in India, just like their larger counterparts, are increasingly focusing on emerging digital technologies for growth such as social, mobile, analytics and cloud (SMAC) Social Technologies: There are various social websites such as facebook, twitter, Instagram, pinterest, linkedin, google+, etc. Facebook alone has over 100 million users in India. Hence, the use of right social media platform and campaigns can help SMEs to increase customer reach in the desired segments. Mobile: These can assist the enterprises in their operations as well as in taking decisions even when on the move. Through mobility solutions such as easy and multiple payment modes, app, etc. the SMEs can provide ease-of-use for the customers and ease-of-business for themselves. Analytics: The availability of affordable Business Intelligence tools and competitive nature of market has led Indian businesses to place greater emphasis on data-backed analytical business. Analytics helps in increasing the operational efficiency, business decision optimization and understanding the customer behaviour that helps in customer delight and in turn in driving the revenues. Cloud Technologies: Businesses can opt for cloud technologies instead of investing huge upfront costs in software, hardware, storage etc. Cloud technology not only ensures safety of data but also enables seamless recovery thereof.
Image Source : http://www.slideshare.net/angadgill/smac-keynote-by-malay-shah-from-ernstyoung It can be said that the Indian SMEs that join the digital bandwagon will reap the colossal benefits that this disruptive technology has to offer. The quicker they join the better!
By: Gayatri Mutakekar, MMS Welingkar Institute of Management, Mumbai
Let’s Dig-it-all (DIGITAL MARKETING)
Digital marketing is an important term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customer’s .The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital marketing became more sophisticated as an effective way to create a relationship with the consumer that has depth and relevance. While the term 'digital marketing' may not have been used until the 1990s, digital marketing itself has roots to the mid-1980s when the Soft Ad Group, now Channel Net developed advertising campaigns for several major automobile companies, wherein people would send in reader reply cards found in magazines and receive in return floppy disks that contained multimedia content promoting various cars and offering free test drives.
The rapid evolution of digital media has created new opportunities and avenues for advertising and marketing. Fueled by the proliferation of devices to access digital media, this has led to the exponential growth of digital advertising. In 2012 and 2013 statistics showed digital marketing remained a growing field. Digital media growth is estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010. An increasing portion of advertising stems from businesses employing Online Behavioral Advertising (OBA) to tailor advertising for Internet users. Though an innovative resource, OBA raises concern with regards to consumer privacy and data protection. Such implications are important considerations for responsible communications. Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term 'digital marketing' has grown in popularity over time, particularly in certain countries. In the USA 'online marketing' is still prevalent, in Italy is referred as 'web marketing' but in the UK and worldwide, 'digital marketing' has become the most common term, especially after the year 2013.
DEVELOPMENT AND STRATIGIES IN DIGITAL MARKETING EMERGING TRENDS IN DIGITAL MARKETING The invention of this phenomenon has been termed communal marketing or more specifically community media marketing and the implications it has for how business will souk and profit in the next decade are massive. Strictly defined, known marketing is the ritual of with shared influential media outlets, like networking sites and other online communities, for the intent of marketing an artifact or conducting consumer relations and public outreach. In recent existence, the addict bases of these types of sites have adult exponentially, creating these load markets of demographically diverse people all able to be reached through the same forum, the networking location itself. Now the businesses have wedged onto the verity that, when handled suitably, they too can craft personalities that survive to communicate Emerging Trends in Marketing with their audience solely via the group media groove, marketing through these media has grown as well. A commerce can gain from party marketing in a surfeit of different behavior, but one of the most important is the truth that it is a great place to disclose relatives to your website and, hence prize up a huge quantity of expected transfer BLOGGERS and informational website owners have been using networking sites to share their significance for years, why shouldn’t the same awareness raising techniques work for businesses with something to plug? While common marketing activity can indeed help you make sales, memorize to use a more delicate approach than you would in a natural marketing atmosphere.
THE IMPACT OF DIGITAL MARKETING Due to the rapid expansion of the internet facilities and the ubiquity of computers and social media, digital marketing has expanded at an unmatched pace. With the rapid adoption of online modes and social media platforms digital marketing has grown leaps and bounds. In fact, it is being used widely these days by businesse from all spheres of the society. Proper Digital Marketing mix is necessary for the required impact. It has been observed that during the recent recessionary period, most of the companies had cut their expenses on traditional marketing but since digital marketing is low on cost. Blogs forums and other tools are inexpensive or economical to operate. Another low cost benefit of digital marketing is that since the content is user generated, hence it either costs nothing or very less. Social media is also preferable since it steps beyond awareness to actual engagement with the consumers. At times of recession, it is less effective for the consumers to change the awareness created by traditional marketing to purchasing behavior. Social media is like a platform wherein your customers will interact and form a relationship with each other as well as with you. It is also helpful as the customers directly tell you the pros and cons of the product you are offering. Companies like Dell have set up social networking sites to encourage feedback from customers for improvements and innovation. This certainly results in better products with lesser costs. Companies that slash their investments on social media marketing during recession do so at their own risk. If your company is targeting Gen Y then internet marketing is a better option as they are 24Ă—7 on the internet. Hence, to target a tech savvy generation social media is the best way.Digital marketing has greater Return on Investment (ROI). It is largely, Word of mouth (WOM) marketing. Moreover, the word spreads through friends and relatives and hence the views are expected to be more credible. Retailers are using digital marketing generally at times of product launches. It is estimated that if a product is promoted on social media during its introduction stage, then its sales are expected to increase by 25%.
Moreover, digital marketing results in onsite targeting. In a nutshell, the whole impact of digital marketing on your business can be huge and extremely rewarding if the marketing mix is properly designed. It requires some expertise to design the digital marketing plan and this skill can be developed by some courses in digital marketing. These days online digital marketing courses are also available. Hence, we at EduKart.com have designed a course in Digital marketing which is certified by IAMAI.
By: Dhanush H R Khushboo Choudhury PGDABM (2015-17) National Institute of Agricultural marketing, Jaipur
Digital Technology Affects Climate Change By Tim Mohin and Justin Murrill
As world leaders gather at the United Nations Climate Summit in Paris in December, the stakes are high for the planet. 2015 is shaping up to be the hottest year on record, projected to beat the previous record holder, 2014. While the previous 20 meetings of the Conference of Parties (COP) failed to produce a meaningful global climate agreement, hopes are high that COP21 will result in a breakthrough.
At the nexus of business innovation and climate protection is the Information Communication Technology (ICT) industry. ICT can be cast as either the hero or the villain in these climate negotiations. On one hand, computers and servers consumed about 2.5 percent of the global energy produced in 2013, and this trend is increasing. Some estimates project that the number of energy consuming connected devices will reach about 50 billion by 2020, that's an average of over 6 connected devices for each person on the planet!
On the other hand, new generations of ICT devices often provide better performance while using less electricity. For example, at AMD we recently assessed the carbon footprint of our latest Accelerated Processing Unit (APU). The APU combines a central processing unit and a graphics processing unit on one chip to efficiently power personal computers. When compared to the previous generation, we found that users can reduce their carbon footprint by up to 50 percent while enjoying improved computing performance.
Technology is one of the few industries where new products tend to get better AND use less power. It remains to be seen, however, if this rate of energy efficiency improvement can offset the carbon emissions from the rapidly growing number of devices. Beyond energy efficient devices, the bigger story about ICT and climate is the role of technology in making the world more efficient - this is the part of the story where the hero emerges. An example that is familiar to many is the Nest Thermostat. When this device (or any connected thermostat) replaces an unconnected thermostat, it can be used to remotely adjust the heating and cooling for a home. And, even more importantly, these connected thermostats can sense when people are present or absent from the home and automatically adjust the temperature to save 12-15 percent on average on heating and cooling costs.
This is just one example of how ICT devices can be the hero in the battle against climate change. Another example is cloud computing, which avoids the need for onsite computing services (e.g., storage equipment) and, as a result, can reduce overall energy and emissions up to 50-90 percent. The "SMARTer 2030" study concluded the "ICT has the potential to decouple growth from environmental degradation" - meaning that economic growth can continue without negative impacts on the environment including climate change. This is the essence of sustainable development. According to the study, deploying smart technologies could help to hold global CO2 emissions at 2015 levels by 2030. Stated another way, ICT can avoid 10 times more emissions than it consumes by 2030. Typically environmental protection comes at a substantial economic cost. However, at least in the aggregate, this does not apply to deploying digital technology. The SMARTer 2030 study forecast that ICT will enable $6.5 trillion in new revenues across key sectors and $4.9 trillion in cost savings from greater efficiencies and decreased waste. The opportunities are seemingly endless: from farmers maximizing crop yields with less water and energy by using weather prediction, to shipping companies navigating to the quickest routes using real-time traffic data, to building systems that can selfadjust heating and cooling, ICT enabled systems can improve efficiency, cut carbon emissions and promote sustainable economic growth.
Skeptics can point to the rapid growth in digital technologies and some seemingly frivolous uses of our digital devices to paint technology as a climate villain. But the rapid advances in ICT energy efficiency, coupled with its unique and enormous potential to help the world be more efficient, makes technology an emerging climate super hero. Tim Mohin is Director of Corporate Responsibility for Advanced Micro Devices (AMD) and the author of the book, Changing Business from the Inside Out: A Tree hugger's Guide to Working in Corporations (Greenleaf and Berrett-Kohler). Justin Murrill is the Global Sustainability Manager for Advanced Micro Devices. Their postings (and comments made in Mohin's book) are their own opinions and may not represent AMD's positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied. Follow Tim @TimJMohin and Justin @JustinMurill and check out AMD's latest Corporate Responsibility Report.
1 Anthony Arguez, Scott Apple Quist, Michael C. Kruk, Michael F. Squires, and Russell S. Vose (2015). Somewhat. Very. Extremely. How likely is it that 2015 will be the new warmest year on record? https://www.climate.gov/news-features/blogs/beyonddata/somewhat-very-extremely-hf8ow-likely-it-2015-will-be-new-warmest-year 2 Cisco, Internet of Things (IoT). Seize New IoT Opportunities with the Cisco IoT System. Accessed 9/15/2015. http://www.cisco.com/web/solutions/trends/iot/ portfolio.html 3 United Nations, Department of Economic and Social Affairs, Population Division. World Population Prospects: The 2012 Revision. Accessed 11/18/15. Population Pyramids of the World from 1950 to 2100. http://populationpyramid.net/world/2020/ 4 Venkatesan, Chandramouli (2015). Comparative Carbon Footprint Assessment of the Manufacturing and Use Phases of Two Generations of AMD Accelerated Processing Units. http://www.amd.com/Documents/carbon-footprint-study.pdf 5 Nest, Inside Nest. The Nest Learning Thermostat saves energy. Here's the proof. Accessed 11/18/15. https://nest.com/blog/2015/02/02/the-nest-learning-thermostat -saves-energy-heres-the-proof/
6 Daniel R Williams, Peter Thomond, Ian Mackenzie (2013). The Greenhouse Gas Abatement Potential of Enterprise Cloud Computing. http://2013.ict4s.org/wpcontent/uploads/paper/ Williams_et_al_Greenhouse_Gas_Abatement_Potential_of_Enterprise_Cloud_Comput ing.pdf 7 Global e-Sustainability Initiative (2015). The #Smarter2030 opportunity: ICT Solutions for 21st Century Challenges. Accessed 11/18/15. http:// smarter2030.gesi.org/
By: Kunal Patnaik B18 KIAMS MRC Representative
How Success of Digital India Programme can benefit India.
What if India had not invented the zero? Perhaps computers would not have seen the light of the day and the world would not be connected through information technology. With the Digital India programme, India may have an opportunity to inspire and transform the world yet again. Sixty years ago, South Korea decided to change itself in a similar fashion in what is now known as ‘The Miracle on the Han River’. The transformational change has been a result of next generation corporations adopting technology and staying invested in innovations across the spectrum. Industries, built over 50 years, have helped South Korea sustain its leadership position across the world. Technology has been the foundation of this growth. From being the poorest country among all UN members in 1961 with a per-capita income of $79, South Korea has grown into a developed nation with a per-capita income of $33,629.35 (December 2014). Digital India has the potential to unleash a similar miracle in the land of the Ganga. Will it be able to transform the country into a digitally empowered society and a knowledge economy using a gamut of electronic services, applications, products and devices? Time will tell. But imagine farmers in remote villages using mobile phones to find out the right price of their food grains, or to check for monsoon updates. Or children going to school with only a tablet preloaded with all the curricula instead of carrying heavy school bags. Or communities reaching out to governments through their smart devices to demand a road that hasn’t been built for years. Imagine modern cities whose transport systems, healthcare facilities and civic services are controlled through gadgets and apps. All this may seem like a distant dream, but with technology galloping away into the future, you have to jump on to it and take control of the reins, now. Smart cities are springing up across the globe and the idea of Internet of Things (IOT), where all devices at home or in office are connected to the internet and are able to speak to each other, are being developed as we speak.
This power of technology, however, has to be delivered to every citizen of the country. Digital accessibility is a prerequisite to, and a mandatory goal of, the idea of Digital India. A digital network, which will form part of this mammoth effort, will belong to the people, just like roads, railways and power lines. Currently, only 300 million of India’s 1.25 billion people are connected to the net, around a half of them through mobile phones. Rural penetration and usage is pretty dismal. All these will translate into opportunities for large corporations and a growing number of young entrepreneurs as the digital revolution will be led by innovations and development of a variety of applications. While airwaves and optic fiber will form the mesh of this network, content will form its backbone. Industry recognizes that the next level of inventions and innovations could come out of India. While the services sector will continue to provide more opportunities, India’s next surge would come from the manufacturing sector that would create more jobs and incomes in both urban and rural areas. In short, the future belongs to those corporations that would have a strategy of Make in India and Make for India. If Indian companies could focus on technologies and products that could help build Digital India, their manufacturing strategies could have greater relevance to a changing nation. The proposal to use technology and gadgets in the area of education is a good move. Samsung Smart Classes have been set up at over 200 Navodaya schools across India, and another close to 200 more will be added this year. In each Smart Class, students use smart boards and devices, which are loaded with the course curricula, to study the digital way. More than 1, 60,000 students have already benefited from this initiative. Thanks to the proliferation of smart phones and social media, young, urban India is crossing the so-called digital divide fast, adapting to technology changes seamlessly. However, the nation will require a vast workforce skilled in the digital space. Corporations must work with the government to make that vision possible through skill development. A public-private partnership will only be a win-win situation for both government and industry.
The success of the programme, however, will depend on the benefits accrued to people when it rolls out. If India is able to usher in a digital revolution, it will not just improve the lives of its billion-plus people whose ancestors laid the foundations of many great civilizations, but it will also benefit the world at large. (The writer is president and CEO, Samsung India)
By: Lalit B18 KIAMS
Digital India :VISION
The Digital revolution is the “Third Industrial revolution” after Agrarian and Industrial revolution. It has transformed the world into a better place. This technology can bring in the full potential as a game changer to the old ways of doing businesses by enhancing the productivity of individuals as well as organisations. India currently the fastest growing large economy in the world, is a part of this growth story and has become a key player in providing IT services to the world. In India, while the 2 actors of economy, the household (especially the urban) and firms are keeping pace with the digital explosion, the third actor the government is still following the same old methods which are slow and promotes red tape, scope for corruption and thus ultimately creates a negative impression of government as well as its working style often referred to as “sarkari”. The signature “Digital India” program is launched by Prime Minister Shri Narendra Modi with a vision to transform India into a digitally empowered society and knowledge economy. To improve the work style of government, Digital India program includes “Egovernance” by delivering government services digitally. Reforming government through technology can be done from many initiatives such as: form simplification, field reduction, making applications available through internet and track of their status, use of online repositories for voter ID cards, school certificates etc. and thus creating an Electronic database where all databases and information will be electronic instead of manual. It also tend to effectively leverage the development of IT sector for Public Grievance Redressal system to automate, analyse and respond data to identify and resolve problems overall to improve process.
While this look challenging but this has already been implemented for example in Gujarat where grievance redressal through initiative like SWAGAT (state wide attention on grievances by application of technology) has given the common man direct access to the Chief Minister himself. SWAGAT has won the UN Public service award 2010 for improving transparency, accountability and responsiveness in public services. In order to empower people to use public services digitally, there is a need to create digital Infrastructure. To create the digital infrastructure under Digital India, Broadband Highways (now BharatNet) would be built which includes broadband for all rural, all urban and national information infrastructure. This holds the key for all other schemes under Digital India program to reach all the people of the country especially in rural area. This ambitious project has already been developed in Gujarat where every village is connected with broadband internet and it can be implemented in the country. The challenges that comes under this plan is not laying fiber optics cable but ensuring that each point of broadband is functional, used and distributed which requires necessary basic operational knowledge of internet and it’s usage at every village. National Digital Literacy Mission (NDLM) or Digital Saksharta Abhiyan (DISHA) Scheme has been launched to provide IT training to more than 50 lakh persons, including Anganwadi, ASHA workers and ration dealers in all the States and UTs across the country. It plans to provide two level training to all the non IT literate persons. Public Internet Access Programme, this includes Common Service Centres and Post Offices as multi-service centres. Common Service Centres would be strengthened and its number would be increased by one CSC in each Gram Panchayat. CSCs would act as end-points for delivery of government and private sector in the area of agriculture, health, education etc. About 150,000 Post Offices are proposed to be converted into multi service centres.
Electronics manufacturing, if implemented correctly, will act as one of the biggest reform to reduce India’s Current account deficit as India’s largest import after crude oil is Electronics equipment. Digital India program aims to target net zero Imports of the same. Under this, initiatives like establishing a dedicated mobile handset and electronics manufacturing facility at Andhra Pradesh by Indian mobile makers like Lava, Micromax, Celkon and Karbonn has been taken place. But, there are bottlenecks which need to be eliminated in order to push the manufacturing like ease of doing business, infrastructure, IPR issues etc. IT Platform for Messages: DeitY has developed a Mass Messaging Application that will cover elected representatives and all Government employees. To increase efficiency of government offices Biometric attendance has been introduced that will cover all Central Government offices in Delhi. A similar usage of biometric enabled technology can be seen in Gujarat where in its efforts to end unwanted pilferage and black marketing of subsidized rations and commodities, the state introduced biometric digitized bar-coded ration cards and food coupons with real time monitoring system and transparency portal. This model is applauded by the honourable supreme court, recommending other states to adopt it In addition to this under digital India, Wi-Fi in All Universities, Public Wi-fi hotspots to be provided to Cities with population more than 1 million and tourist centres. National Portal for Lost & Found children which would allow real time information gathering and sharing on lost and found children and would go a long way to check crime and improve timely response. Recently, the Khoya Paya Portal was launched. Digital locker is a dedicated personal storage space for e-documents as well as Uniform Resource Identifier (URI) of e-documents issued by government departments. The system will have an e-sign facility, which can be used to sign stored documents. Each locker is linked to the resident's Aadhar number. The move is aimed at minimising the use of physical documents and provide authenticity to edocuments, thereby, giving secure access to documents issued by government. It will also reduce administrative overhead of government departments and agencies and make it easy for the residents to receive services
Information for All: under this, Government will pro-actively engage via social media and web based platforms to inform citizens. MyGov.in has already been launched under the same as a medium to provide ideas and suggestions to Government. It will provide a 2-way communication between people and government. IT for Jobs: under this more than 1 Crore students from smaller towns & villages will be provided training for IT sector jobs over 5 years. In every north-eastern state BPOs would be set up to facilitate ICT enabled growth. More than 3 lakh service delivery agents would be skill and trained to run businesses delivering IT services. Overall, with “Digital India” we are trying to achieve more efficiency, less bureaucracy and more transparency which will transform India into a better nation. But, there are challenges and barriers that needs to be addressed timely and quickly. For example, many of the schemes requires mandatory to have Aadhaar number which every person may not have it. Government is trying to link the account with aadhaar and mobile (JAM- Jan dhan Aadhaar and mobile) which need to be implemented quickly. Besides Aadhaar, it requires massive training personal which can provide training basically to almost all the villages which are connected digitally across India. Because as our Prime Minister said, “Digital India is our dream for the nation. When I say ‘digital India’ it is not meant for the rich but for those who are poor”.
By: Rishabh Varma Master of Management (2015-17) Shailesh J. Mehta School of Management, IIT Bombay
ERICSSON : Benifiticial from DIGITAL INDIA
Telecom gearmaker Ericsson today announced setting up of a new unit -- Industry and Society - which will focus on smart cities, the Digital India campaign and other technology projects from the government. It's expected to account for 20 percent of the group's overall business from India. "We are setting up a new unit 'Industry and Society' that will focus on Digital India, smart cities, public safety, utilities and transport segments. We are looking for a fifth of our business to come from our Industry and Society vertical by 2020," Ericsson India V-P and head of Engagement Practices Nishant Batra told reporters here. He said the central government's interest in Digital India and smart cities offers "enormous business opportunity". The government has clubbed all its digital programmes under Digital India with an estimated Rs 1.13 lakh crore projects initially. It has also approved a plan for building 100 smart cities in India with an outlay of Rs 48,000 crore. "With the government becoming a significant buyer, there is a massive opportunity for the industry. This is something the telecom sector in India is seeing for the first time. We are seeing a lot of interest in utilities and public safety from different state governments," Batra said. Ericsson has registered its highest-ever sales growth of 81 percent in India during the three months to September, driven by higher investments in mobile broadband service. The Indian arm of Ericsson registered a net sales of 3.6 billion Swedish Krona (SEK), or Rs 2,769 crore, in the July-September 2015 compared with SEK 2 billion, (Rs 1,525 crore) a year ago. "Ericsson is uniquely positioned to bring the right mix of technologies and delivery models to industries. Over 40 percent of the world's mobile traffic passed through our network equipment. We have been doing this around the globe and we are leveraging the same in India," Ericsson Industry and Society Head Orvar Hurtig said.
By Ipshita Shukla B18 KIAMS
Yadein Chalte chalte kuch piche chut gaya Kuch dost aage nikal aaye Koi sathi piche chut gaya Ghr se dur aaya toh aagan Pas gaya toh yaron ka pyar chut gaya Lafzon se khelte hue ehsas chut gaya Jab ehsas ko pirona chaha lafz tut gaya Dekhte hi dekhte tum aage nikal aaye Ki tumse aankhen milane ka hausla chut gaya Bete lamhe yaad aate hi Yunhi ankhon se kuch beh gaya Na jane kaise kyn koi chut gaya Unki taraf chalte hi auhta unka bhul gaya Phr dekh san o saukat bebak bolna bhul gaya Chalte kadam piche ho gaye Bachpan ka woh hasna khelna bhul gaya College ki yadein raton ki woh batein Dastan woh pyari bhul gaya Lab kapne lage dil ne rok liya Yunhi unki galiyon se picha chut gaya Sangam ki nagri chut gayi Munderon ki galiyan chut gayi Raton ki tafri chut gayi Dino mein civil lines ka chakar katna chut gaya Chat se unhe dekhna Ladakpan ka pehla pyar chut gaya Na jane kab mujse doston sath tera chut gaya Ek manzil ko gale lagane ko Kyn pyara woh manjar chut gaya
Tarun Pandey B18-KIAMS
लिखबवट कभी गम लिखते हो कभी बीते पि लिखते हो कभी आसूं तो कभी ख़ुशी लिखते हो तज़ुबबा अपनब यब लकसी की बतबई सीख लिखते हो कभी खुद के लिए तो कभी औरोूं के लिए फरमबन लिखते हो अकेिे हो बहुत यब लकसी की यबद में लिखते हो भरी महलिि में यब सिर में अपने लदि कब हबि लिखते हो लदि टु टब है यब लकसी ने तोड़ब है रोज़ एक शबयरी नई लिखते हो हुनुर कहूँ इसे यब सदमब जो आजकि इतनब लिखते हो ||
Nikhil Ingle B18-KIAMS
Our next issue will be on