Volume 8 Issue 9 June july 2020
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Kerala Cuisine A REALM OF DIVERSITY
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Foreword Dear Readers,
Corona is a part of our lives. We have learned to move our lives forward by sticking to it. New ventures are being born in many parts of the country. People are coming forward to embrace new ideas. Reports indicate that Indian hotel sector is one of the worst-hit in the Asia region. There is a drastic drop in room rates and occupancies ever since the lockdown was clamped and in spite of easing. It is reported that among the large Asian markets, India reported the secondlargest drop in occupancies just behind Thailand where the occupancies dropped 90 per cent. At the same time, countries like Malaysia, China and Singapore have performed better than India with lower drops in occupancies. It’s also believed that once the demand picks up, the branded hotels would be in a better position to recover as they are likely to follow a high level of service protocols and hygiene standards that would give guests a sense of safety while staying in them. The need for the hour is the fastest recovery of all classes of hotels, which is absolutely essential for the hospitality sector to start looking upwards. Happy reading
Siji Nair
Managing Editor & Director
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Volume 8 Issue 09 June -July 2020
www.metromartdaily.com Read our e-edition: www.issuu.com/metromart Annual Subscription Rs- 500
Publisher Hari Shanker Managing Editor & Director Siji Nair Sijicn@gmail.com Executive Director Prasad M. Executive Editor N. Vijayagopalan Editor V. Viswanath Editorial Assistant Ampili Nair Sub Editor P.J. Sam Alex Business Development Manager Ratheesh Kumar Asst Manager - Sales & Marketing Jayaprakash R. P. Digital Marketing Officer Preethi J. L. Photographer Ananthu P. Nair Design Naveen Manager - Administration Sabu C.N. Manager - Accounts Sindhu R. Corporate Office:Metro Mart, MERA 44, Eanthivila Lane, Murinjapalam, Medical College P.O. Thiruvananthapuram, Kerala 695 011 Tel: 0471 4015593 M: 0091 9995139933 / 9947733339 email: metromart.tvm@gmail.com Pune Office:2nd Floor, ARIANA, Above Unnati, Near New Poona Bakery, Wakad, Pune - 411 057 India Pune | Kolkata | Bangalore | Kochi
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Contents 10 Kerala Cuisine A Realm of Diversity
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Let’s Celebrate Onam in all itsGrandeur
Food Trends 20 Emerging Shaping the Restaurant Business
Cuisine Experience, 26 Multi The Gourmet Style Published, Edited and Printed by Hari Shanker A.G. and Owned by Haritha Media Pvt Ltd and Printed by him at SB Press Private Limited, Statue, Trivandrum 695 001 and Published from Tharangam, Kodunganoor Post, Trivandrum 695 013 Metro Mart is a monthly journal published from Trivandrum, Views and opinions expressed in the journal are not necessarily those of the Publishers. Metro Mart reserves the right to use the information published here in any manner whatsoever. While every effort has been made to ensure the accuracy of the information published in this edition, neither the Publisher nor any of its employees accept any responsibilities for any errors or omissions. All Rights Reserved
ENDORSED BY
RNI No: KERENG/2011/40037
Metro Mart, MERA 44, Eanthivila Lane,Murinjapalam, Medical College P.O., Thiruvananthapuram, Kerala 695 011 Tel: 0471 4015593 M: 0091 9995139933 / 9947733339 June-July 2020
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Kerala Cuisine
A REALM OF DIVERSITY Beena Vijay
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K
erala has been one of the key tourist hotspots of the country since time immemorial. Known for its vast expanse of greenery, tender coconut, Ayurveda, the sea, beaches and beautiful temples, churches and mosques, Kerala is a one-stop destination for all. But there is also much to talk about Keralite cuisine. The cuisine of Kerala is linked to its history, geography, demography and culture. Kerala cuisine offers a multitude of both vegetarian and non-vegetarian dishes. National Geographic Traveller has rated Kerala as one of the Top 10 Destinations of the Paradise Found Category. Kerala is generally considered as a paradise for seafood and non-vegetarian lovers. With lots of spices, condiments, rich in colour, flavour and aroma, Keralite cuisine is widely acclaimed as one of the most popular cuisines all over the world. In addition to historical diversity, cultural influences, particularly the large percentages of Muslims and Christians, have also contributed unique dishes and styles to Kerala cuisine, especially non-vegetarian dishes. The meat eating habits of the people were historically limited by religious taboos. Brahmins eschew non vegetarian items. However, most modern-day Hindus do not observe any dietary taboos, except a few of those belonging to upper castes who do not consume beef or pork. Most Muslims do not eat pork and other items forbidden by Islamic law. Kerala is known to have several mythical as well as historical facts about its origin. In fact, the earliest written records dates back to the 2nd and the 4th century BC. Its strategic location at the southern tip of India, nestled June-July 2020
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very close to the Malabar Coast, has attracted several explorers to Kerala. One such explorer who is remembered in the cosy Fort Kochi area in Kerala is Vasco Da Gama. In fact, Fort Kochi itself dates back to the 15th century that coincides with the advent of the Portuguese. Soon Fort Kochi evolved as one of the prime ports of that time, attracting the Dutch to the final arrival of the British. Kerala is a confluence of Hindu, Christian and Muslim population that leaves it tinge in the cuisines as well. Apart from this, the Portuguese, Dutch and European influences have also left an indelible mark on Keralite cuisine. 12
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The very act of preparing or cooking a meal is known as pachakam in Malayalam, the local language of Kerala. The food items have a distinct flavour of spices and of course, the coconut.
Spices Having been a major production area of spices for thousands of years, spices play a pivotal role in Keralite cuisine. Small onions or shallots, red chillies and red chilli powder, pepper, asafetida, cinnamon, cardamom, ginger, cloves, garlic, coriander and cumin makes Kerala cuisine spicy, tangy and lip smacking. Kerala is
known as the “Land of Spices� because it traded spices with Europe as well as with many ancient civilizations with the oldest historical records of the Sumerians from 3000 BCE.
Food Sea food is a staple diet, along with poultry, mutton, beef and pork in the
non-vegetarian sections. Karimeen or the pearl spotted fish is a rare and expensive fish much in demand in Kerala. Coconut, coconut oil and curry leaves are omnipresent in almost every Keralite dish. The rice consumed in traditional Keralite homes is the unpolished rice. It is considered healthier, as its original fibres are retained. Sadhya is a traditional Kerala lunch which is an elaborate banquet with lot of side dishes, snacks and sweet varieties served on a plantain leaf. A full-course Sadhya, which consists of rice with about twenty different accompaniments and desserts is the ceremonial meal of Kerala usually on festive occasions like Onam and Vishu and during special occasions or celebrations including marriage, birth day party etc. It is served on a plantain leaf. Sadhya generally comprises of only purely vegetarian dishes, though
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some parts of Kerala may be an exception to this. Payasams, which are a kind of dessert are an integral part of Sadhya. Payasam is prepared by using jiggery or sugar, rice, milk etc. It is of various kinds like palada payasam, wheat payasam, kadala payasam, banana pyasam etc. Because of its rich trading heritage, over time various cuisines have blended the indigenous Kerala dishes with foreign dishes adapted to local tastes. Coconuts grow in abundance in Kerala, so grated coconut and coconut milk are commonly used for thickening and flavouring. Kerala’s long coastline and numerous rivers have led to a strong fishing industry in the region, making seafood a common part of meals. Rice is grown in abundance along with tapioca. It is the main starch ingredient used in Kerala’s food. Popular in Kerala are kanji (rice congee) and payaru (moong bean). Syrian Christians, or Mar Thoma Christians, of Kerala have their own cuisine. Particularly well-developed are the snacks and savouries of Syrian Christians such as “achappam’ and “kuzhalappam”. A favourite dish of Kerala Christians is “mappas”, or chicken stew. For this dish, chicken, potatoes and onions are simmered gently in a creamy white sauce flavoured with black pepper, cinnamon, cloves, green chillies, lime juice, shallots and coconut milk. Lamb and duck can replace chicken in the stew recipe. Other dishes include piralen
(chicken stir-fries), meat thoran (dry curry with shredded coconut), sardine and duck curries, and meen molee (spicy stewed fish). This is eaten with another dish known as appam. Appam, kallappam, or vellayappam are rice flour pancakes which have soft, thick white spongy centres and crisp, lace-like edges. “Meen Mulakittathu” or “Meen vevichathu” (fish in fiery red chilly sauce) is another favourite item. Kerala also has a variety of breakfast dishes like idli, dosa, appam, idiyappam, puttu, and pathiri. The refreshing juice of the tender coconut is a delightful drink very popular in Kerala. Kerala cuisine stands apart as so diverse and distinct from the rest of India. Its unique cuisine is one of the aspects which attract tourists from other Indian States and from across the world to the ‘God’s Own Country’. June-July 2020
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FESTIVAL
Let's Celebrate Onam in all itsGrandeur V. Viswanath
Onam is celebrated across the world by the Malayali community. Two things that Keralites all over the world can and do to celebrate Onam are – wearing traditional clothes like Mundu and Neryathu and feasting with OnaSadya.
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traditional, agricultural festival of yesteryears – Onam – has now acquired a grand scale incorporating all sections of society. The harvest festival brings joy and enthusiasm to Keralites. According to legends, Onam is meant to welcome the erstwhile King Mahabali whose reign was considered as the Golden era. Over the years, the festival has seen a remarkable shift in celebrations. While the 10-day Pookkalam or flower carpet – with one circle on the first day to all 10 circular rings filled with flowers on the 10th day – was a must for the early Keralite homes, the number of homes having this for all 10 days has reduced rapidly. This could be attributed to the lack of space, unavailability of flowers, time, resource, etc. However, Pookkalam tops on the list for institutions celebrating Onam. They conduct competitions
for the best Pookkalam and in some organizations they lay the Pookkalam for at least a day. It should be noted that residential associations, clubs, etc. are now playing the role of large families. They get together, lay the Pookkalam on all days according to the custom, have OnaSadya, make merry and celebrate the festival in a grand manner. Religious symbols and rituals do not have a place in this festival. Thus the festival connects people, builds relationships, and promotes harmony. Onam is celebrated across the world by the Malayali community. Two things that Keralites all over the world can and do to celebrate Onam are – wearing traditional clothes like Mundu and Neryathu and feasting with OnaSadya. Since Mundu has mostly been replaced with Pants and Trousers owing to convenience, it is only during festivals like this, Mundu makes June-July 2020
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a comeback. Almost the same is the case with Neryathu Sarees. OnaSadya on Thiruvonam day is a grand feast served in banana leaves with traditional delicacies typical of Kerala. OnaSadya comprises of a definite number of courses and dishes and a distinct order of serving. The dishes of Kalan and Olan, a variety of Prathamans, etc., make OnaSadya extremely tempting. Of course, urbanization and modernization have led to slight changes in OnaSadya too. In Kerala, several programs mark the occasion. OnaVillu – a ceremonial bow made out of wood with miniature paintings – is offered at the temple of Sree Padmanabhaswamy in Thiruvananthapuram. In Guruvayur, Kazhchakkula Samarpanam or offering of plantains to the deity is held. Chengalikodan is the chosen banana variant for this function – and because of this, the variant has received a Geographical Indication 18
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Athachamayam in Tripunithura on Atham day in the Malayalam month of Chingam marks the beginning of Onam festival. Various folk art forms, pageantry, etc. are held during the event. Thousands gather on the banks of river Pamba in Aranmula to watch the Vallam Kali or the Snake boat race.
(GI) registration. Onam attractions include dances like Kummatti Kali – a mask dance, Puli Kali – a performance involving artists painted as tigers, and Thumbi Thullal – song and dance by women. Ambeyyal – a game of archery and Kutukutu – similar to Kabaddi are among the traditional Onam games. Talappanthukali – a ball game, Kayyankali and Attakalam – combat games, and Tug of War are outdoor games and testing physical endurance. Athachamayam in Tripunithura on Atham day in the Malayalam month of Chingam marks the beginning of Onam festival. Various folk art forms, pageantry, etc. are held during the event. Thousands gather on the banks of river Pamba in Aranmula to watch the Vallam Kali or the Snake boat race. Vanchipattu is sung during the boat race. In Thrikkakara, the ritual of Para Nirakkal – filling fresh paddy in measuring vessel – is held to symbolize fertility and
prosperity. In Thiruvananthapuram – Kerala’s capital city – a variety of cultural programs and colourful pageantry is conducted by the Tourism department. Outings, events, exhibitions, fairs, processions, feast, new dresses – et al form part of Onam. Foreign and domestic tourists flock to Kerala to take part in the festivities. In turn, all this becomes good for businesses too. Business establishments provide discount sales and offer during the Onam season enabling the people to celebrate in a grand manner. Be it shops, restaurants, or other service providers – everyone makes sure they have something special for Onam. Because it is not just business, it is the time to get together and rejoice. Compositions and dimensions might have been improvised – it still retains the core, i.e. celebrating prosperity and harmony. Let’s celebrate Onam in all its grandeur!
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Emerging Food Trends Shaping the Restaurant Business Suresh Babu Sekharan
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ood businesses are regularly being promoted to boost tourism sector globally. Indian food industry is undoubtedly the largest service sector in India after retail and insurance. According to National Restaurants’ Association of India (NRAI), the Indian restaurant industry employed 7.3 million people in 2018-19. The organized food service sector (which is only 35 percent of the total market) contributed rupees 18000 crores as taxes in 2018 - 19 alone, hence, the future of the food sector in India seems to be only soaring and by 2021, the restaurant sector will contribute almost 2.1 percent of the nation’s GDP, as per studies. Our food sector has emerged a high growth and high profit sector
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due to its immense potential for value additions. In this scenario, if a smaller effort could be implemented capitalizing the diversity that the country has to offer, the outcome would be overwhelming. Every year the food scene in the world is hit by a number of trends that change the way people eat. Indian consumers seem to be warming up to the subtle flavors, at the same time they do not mind trying global cuisines and being inventive even in home cooking. Providentially, due to financial rise among middle class, today Indians are merrily spending like never before on something that gives them immense satisfaction and value for money. There are more working people per household
and they have higher spending power or purchasing capacity on good. They travel all over India in search of diverse but authentic food experience and this has become a huge trend for those who wanted it with much more awareness and availability. Global trending like using local and sustainable ingredients has been in the use in India too for a while now. “The latest food trends, which are gaining popularity across the world and have also, found their way into the kitchens of Indian hotels are vegetarianism and ethnic sophistications found in food”. Says Manoj Mishra, Food and Beverages Manager of Taj Coromandal, Chennai. Indians are already become health conscious and 2020 is definitely going to witness the rise in the use of traditional recipes. People have already realized the benefits of eating natural food, especially organic, non-processed and genetically modified. As for their palette is concerned, recipes like quinoa khichdi or ragiidli or horse gram chutney or a palakdosa have been gaining the attention like never before. The restaurant industry realized that their patrons always strictly focus on fresh, seasonal and local produce. “Preserving the old traditional recipes from Grand Mother Kitchen has been the motivation for chefs at Taj Coromandal”. Mr. Mishra elaborates, “the level of detailing achieved in cooking has been from
Vegan food has moved way just beyond soups and salads. People learned that, you can get all the nutrients your body needs without eating meat or eggs and there are so many other healthy ways to get enough protein. using hand pounded masalas to procuring ingredients from specific markets or regions like lady fish from Mangalore, coconuts from Pollachi, Pepper from Kerala to name a few”. Also organic eggs and poultry which is believed to be free from antibiotic residues and fresh seafoods seem to be much in demand across Indian eateries. ShyamlenduRarhi, Food & Beverage Manager, Radisson Blu, Kochi, articulates, “We cater to all types of guests like tourists, corporates and transits from all over the world. Kochi being a coastal city, most of them might have pre-decided to taste both sea and sweet water fishes and other major seafoods like shrimp, crab and lobsters. They express their desire to know June-July 2020
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that believed in healthy eating along with a better life style. Vegan food has moved way just beyond soups and salads. People learned that, you can get all the nutrients your body needs without eating meat or eggs and there are so many other healthy ways to get enough protein. A one-cup serving of cooked beans, peas, lentils or even peanuts can replace a 2-ounce serving of meat, poultry or fish. “There is extensive research that the chefs in our hotel have carried out as they travel to the deep down villages and bylines to procure the traditional recipes for presenting the most ethnic and nutritious dishes on the platter of our distinguished guests“, Mishra points out. Noticeably, many Italian restaurants in India have already started putting up vegan friendly meals in their menu list. the origin of what they are eating, how it’s caught and its impact on health and even environment. They generally choose non fried preparation, lower in saturated fat and high in omega - 3 fatty acids such as salmon, tuna, sardines, mackerel and herring”. Veggies are making a strong come back and a lot of vegan options have been already added in all the restaurants and have become the star of dishes in no time. Taj Coramendal manager, Mr. Mishra reiterated that plant based food for veganism with ingredients in their natural flavors have been the preference of the new generation
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A joint bulletin, released for SIHRA from prominent professionals from the Leela Palace Hotel, Bangalore states that vegan and ‘slow food concept’ (food made of natural and regional resources) are going to be the next big and sustainable trend in the Indian restaurant industry. “Even though we are located on the heartland of the cosmopolitan city of Bangalore and having global citizens as guests, the food choices they make are surprisingly unique, authentic and ethnic. As the ‘slow food concept’ gaining popularity globally aiming to promote regional cuisines and local produce without being processed much before being served, the trend reflects in our food
and beverages outlets too. We have already crafted multiple menus from different cuisines to offer millets in the most appetizing manner and these special healthy offerings are certainly going to find their way into the regular ala-carte menu as well as buffet in the period to come and hopefully our customer demand and satisfaction will be fulfilled�. The bulletin details. The beverage segments too found leaving no stone unturned to catch up with the current trend. It’s more careful including organic, fresh and natural ingredients. Making a beer and a cocktail out of raw Mango or an Orange will be the definite show stealer in the coming days. People want to drink fresh with locally sourced produce as opposed to expensive and exotic products, giving rise to organic farming and general awareness. Drinks such as Capriosca (a cocktail made with three simple ingredients - lime,
vodka and mint leaves), Mojito (a summer favorite made of rum, mints and lime) and Sangira (a red wine beautifully blended with fruits and liqueurs) are only a few from the list which are much sought after nowadays. Millennials or generation Y (people between the ages of eighteen and thirty five) makes up 65 percent of India’s population. They are indeed tech-savvy, constantly exposed to global trends and life styles. They are well read and have extensively traveled and have relatively high spending power, thanks to the IT industry. They are actually the people who are driving the growth index of the restaurant business. These people consistently prefer places only with strong food ethics. They want to know not only about how fresh or organic their food is but very particular where it comes from. They are aware of their food intake and choose to eat right and
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healthy over not eating (an outdated trend to lose weight). They do believe it’s ok to eat meat as long as you limit the amount and choose it to be cooked in healthier methods like bake, broil, stew or roast. They even educate their loved ones that eating a lot of meat is neither the healthy way to lose weight nor it’s heart friendly. The professionals from the Leela Palace hotel, Bangalore repeat, “Even though these concepts had been there for long, they started becoming popular in recent days and have the potential to catch up further as important food trends and would survive and sustain for long.” In this evolved context, undoubtedly, its freshly prepared and customized meals are going to be a big hit in 2020 as people are well aware of their food consumption and the gastronomical things which seem to be pitching towards the healthier side of the curve. The next big thing is definitely health cafe’s which will serve glutton free, organic, and wholesome and mostly vegan food with the new mantra of not just proving but improving the health. “Diversification of menu is based on seasonal produce available in the market with the idea of retaining the ingredients in their purest form”, clarifies Mr. Mishra. After all, a restaurant, which can understand the need of the consumers and cater to their choices, would go a long way in satisfying both their customers as well as cash registers alike.
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Multi Cuisine Experience,
The Gourmet Style
O V.N.Nair
ver the years the food preferences of Thiruvananthapuram city residents have undergone a rapid transformation, in line with the process of the city’s face changing into that of a cosmopolitan city. The city now has no dearth of good restaurants, including multicuisine ones. Rare and distinct amongst them is The Gourmet House at Pattom Junction. TGH, in
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a short span of about 11 months, has acquainted the food lovers of our capital city with new culinary experiences. The Gourmet House provides a wide variety and unique mix of food from different culinary worlds - Japanese Grill to Chinese, Thai delights to Mexican, Pan Asian to Mediterranean, TexMex to Continental. It is this multi-cuisine model that has made the restaurant
a much preferred food joint in the city in a very short time. A guest can enjoy flavors of different cuisines and cultures with each visit at The Gourmet House. A distinguishing feature of The Gourmet House is its wide range of Pan Asian cuisine. “Thiruvanthapuram has hardly any regular food joint that provides authentic Pan Asian food, barring perhaps, restaurants of five star
hotels. Our effort is to fill that space. We are also introducing the concept of having a five-course meal amongst our customers,” says Mr.Mauzzam Nathani, Partner, Gourmet House. There are many reasons behind the success of this restaurant. “We attach first priority to hygiene and give special care and attention to each aspect of hygienic maintenance of the kitchen as well as the dining June-July 2020
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space,“ says Mr.Jeeth Mathew Vallakalil, partner at TGH. “Equal importance is given to quality, authenticity and taste of the different cuisines. We make sure that authenticity of the various food items doesn’t vanish into thin air. At each and every stage of preparation, utmost care is given with the supervision of cuisine specialists hailing from different parts of the Sub Continent”, according to Mr.Nathani. The Menu is curated by a Michelin trained Chef who worked with Raymond Blanc for many years. He makes periodical visits and impart training to the cooks. “A band of carefully selected, extremely polite and polished staff, dedicated to rendering a unique experience to
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the customers, is our hallmark”, says Mr.Nathani. The Gourmet House is open from 12PM to 11PM. They serve quick casual bites such as Burgers, Hot Dogs, Sandwiches etc, along with freshly brewed coffee and Milkshakes from 3pm-7pm. Another speciality of the restaurant is the hand churned Icecreams. They have flavours varying from seasonal fruits to unique flavours (Jackfruit, Sitaphal, Fresh Strawberry, Mangoes to Caramel Popcorn, Mixed berries, Dark chocolate cookies etc)While the eatery offers Sunday brunch, they plan to introduce daily lunch shortly. They have tied up with the major online food delivery agents like Swiggy and Zomato.
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Digital Marketing GETTING STRONGER FOOTHOLD
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igital marketing is absolutely vital for maximising bookings and increasing your revenue, but in order for it to be successful, you have to have a plan that’s tied together with goals and tactics that will help you reach those goals. But where do you even start? Here are some of the hottest trends set to drop in the hotel digital marketing world over the year 2020. Customer Experience Marketing Hotels are becoming more customer-centric than ever before. This is not only because travellers are the savviest they’ve ever been and expect a certain standard from the hotels they book with, but also because there are so many options out there that one slip-up can send a potential guest running to the nearest competitor. Resultantly creating an enjoyable
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V.N.Nair experience has become vital, pushing customer experience marketing to the top of the strategy list of hotels. Today’s customers pay for experiences, not “things”. The key is to promote the reasons people stay in hotels in the first place, and can cover activities like offering unique features in hotel rooms and providing premium facilities. An example of this in action is the rise in hotel “smart rooms”, which are powered through a range of new-age technologies, like voice recognition and artificial intelligence (AI). They serve to boost the customer experience by giving guests control over their hotel rooms so they can create an environment that suits their individual needs. Artificial Intelligence has seeped into pretty much every industry over the last couple of years, and the hotel
sector is no different. In 2020, far more hotels are likely to integrate AI-powered technology into their guest experiences. Chatbots that answer in-the-moment queries and objections, and segment customers to create personalised experiences, both before the guest arrives and during their stay are being increasingly put in place. We might even see customer service robots popping up in hotels in the not-toodistant future. Travelling is all about the experience. So getting a real feel for the place is vital for guests before they book. They want to know what it’ll be like on the ground there. This has been tackled in the past by images, then videos, and then, more recently, 360 degree videos. In 2020, we’ll see this expanding into the realms of virtual reality (VR), too. We’ll start seeing more and more hotels using VR technology to provide almost-lifelike tours of their hotels or to show off location-specific travel experiences. This will not only give guests the chance to really envision themselves at a hotel, but it will provide richer storytelling, where each and every guest is put at the centre of their own narrative. A great majority of consumers find user generated content (UGC) – content created by past customers – helpful in making purchasing decisions. It works as a modern form of word-of-mouth marketing, which is still one of the most efficient forms of marketing. Today’s tech savvy consumers listen and believe to a greater extent the images and words of their fellow travellers rather
A great majority of consumers find user generated content (UGC) – content created by past customers – helpful in making purchasing decisions. It works as a modern form of word-of-mouth marketing, which is still one of the most efficient forms of marketing than the well-polished marketing campaigns dreamed up by hotels. A lot of hotels are now incorporating this tactic into their marketing arsenal, and 2020 is likely to bring a lot more of this. More and more hotels will collect and publish content created by past guests to provide a peer-endorsed campaign for future prospects. More travellers than ever are booking their hotel stays via mobile, and this number is set to soar in 2020. One study found that 42% of people around the world have booked a hotel stay on a mobile device, while a whopping 70% of June-July 2020
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last-minute hotel bookings are made via mobile. Our own most recent data trends report for Q3 of 2019 showed, for the first time, mobile revenue exceeding desktop revenue. This is a huge incentive for hotels to improve and promote their mobile booking systems into 2020 and beyond, and we would encourage our clients to place a real emphasis on mobile! The mobile trend will also encourage hotels to carry out proximity marketing, geo-based ads, and time-sensitive in-app notifications. We would be seeing more hotels having their own personal apps. We see a number of hotels partnering up with industry influencers to promote themselves. The motivation behind this is similar to the motivation behind user generated content. Consumers trust the opinions and words of their peers and people they trust (like influencers) more than brands! More hotels will collaborate more with macro-influencers like celebrities in 2020. Consumers today want to build more of a connection with the brands they buy from, and social media is tapping into this trend by 32
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producing more and more features that allow brands to show their “realness”. More and more hotels are likely to use features like Instagram Stories to share the human side of their business with potential guests and to solidify deeper relationships. Now hotel marketers are trying their best to connect with their guests at all stages of the journey in different ways. They include the search stage, where they’re looking for somewhere to stay, the post-booking stage when they’re on the hunt for things to do when they’re in a destination, and the on-arrival moment, where they’re looking to make the most of their stay. Learning how to interact with prospects in real-time and with the right information will be absolutely pivotal. Travellers are beginning to realise they can get better deals by booking directly with a hotel, and they are able to take back power from agents to create their own, personal travel experiences. This will be reflected in the digital marketing trends sweeping through the hotel industry in the days ahead.
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DEFENCE
RAFALE JETS : INDIA MAKES HISTORY IN TERMS OF ENHANCED DEFENCE CAPABILITIES
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he first batch of the muchawaited Rafale fighter jets from France landed at the Indian Air Force’s Ambala air base on July 29, 2020. Rafale is a twinjet combat aircraft manufactured by Dassault Aviation and is capable of carrying out a wide range of short and long-range missions. The jet is capable of carrying out a variety of missions — ground and sea attack, high-accuracy strikes, air defence and air superiority, reconnaissance and nuclear strike deterrence, they say. India had signed an agreement with France for the procurement of 36 Rafale fighter jets at a cost of Rs. 59,000 crore in September 2016. The fighter jets are widely seen as a game changer for India’s
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N.Vijayagopalan
strategic capabilities and are expected to significantly enhance the offensive capabilities of the Indian Air Force (IAF) with their advanced weaponry.
Moments after the five Rafale fighter jets landed in India, Defence Minister Rajnath Singh said the arrival of the aircraft in India would give the IAF’s combat capability a “timely boost” and make it “much stronger to deter any threat” that may be posed to our country. The Minister, who had travelled to France last year to formally receive the first fighter jet, showered praises on the multi-role aircraft for its capabilities. The first batch which took off from the Merignac airbase near Bordeaux in France and already
arrived includes five aircraft flown by Indian Air Force pilots. The first fighter jet was handed over to the Indian Air Force in October 2019, in France, in a ceremony attended by India’s Defence Minister Rajnath Singh and French Minister for Armed Forces Florence Parly.
Ten aircrafts have been delivered to the Indian Air Force on schedule, as per a statement by the Indian Embassy in France, of which five have reached India, while the other five will remain in France for training missions. The IAF aircrew and ground crew have been given undergone comprehensive training on the aircraft, including its highly advanced weapons systems by Dassault in France. According to the Indian Embassy in France, IAF batches will continue to be trained in France for the next nine months. The delivery of all the 36 jets is scheduled by the end of 2021.
Rafale is a twinjet combat aircraft manufactured by Dassault Aviation and is capable of carrying out a wide range of short and long-range missions. The aircraft will be a part of 17 squadron, The ‘Golden Arrows’, which was resurrected on September 10, 2019. A formal induction ceremony of the Rafale aircraft in 17 squadron is scheduled to be held in the second half of August 2020. The jets India has bought are a mix of single-seater and two-seater planes. Interestingly, the twinseater air planes have the current Air Force chief Air Chief Marshal RKS Bhadauria’s initials, “RB”, as he played a significant role in negotiating the deal. The immediate focus after the arrival of the jets is to ensure that the pilots and ground crew put their heads down and become integrated with the overall IAF operations at the earliest. Further, it is important that the ferry-in of fighters as well as move of support crew is completed safely and June-July 2020
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swiftly.
The Rafale has been marketed for export to several countries, and was selected for purchase by the Indian Air Force, the Egyptian Air Force, and the Qatar Air Force. The Rafale has been used in combat over Afghanistan, Libya, Mali, Iraq and Syria. India has always been buying fighter jets from Russia. Rafale fighters are amongst the finest fighters in the world as it can take up several missions on a single flight. Also, the squadrons of MiG21 and MiG-27 were declared as outdated in the year 2018. Thus, there was a need for a new technology aircraft.
It is known that the strength of the Indian Air Force has been reduced to only 31 squadrons. But India would need at least 42 squadrons by 2027–32 to wage war on two fronts. It is worth mentioning that a squadron consists of 12 to 24 aircraft.
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India is now in need of fifthgeneration aircraft as almost all countries of the world have advanced fighter aircraft. Even Pakistan has bought advanced generation aircraft JF-17 from China and F-16 from America, in such a situation, India can no longer depend on Purani technical aircraft.
It is a matter of concern that India last bought a fighter aircraft in 1996 as Sukhoi-30. Therefore, India will have to induct new generation aircraft into the Air Force soon. This is why India is in dire need of a state-of-the-art fighter aircraft like Rafale. Rafale jets can fire air-to-air missiles with flying at extremely low altitudes, being able to carry out a nuclear attack with air-toground attacks. Not only this, but the aircraft also has an oxygen generation system and there is no need to fill liquid oxygen. The aircraft performs 3D mapping
with electronic scanning radar to find enemy positions in realtime. In addition to this, it can detect long-term danger in all weathers in time and can monitor multiple targets simultaneously during close combat, as well as it is capable of flying from aircraft bases and aircraft carriers besides the ground. Here are a few interesting facts about Rafale Fighter Jet
1. It is capable of flying from 36 thousand feet to 50 thousand feet. Not only this, but it also reaches 50 thousand feet in 1 minute.
2. It can cover a range of 3700 km. 3. Its speed is 1920 kilometre per hour.
4. It is capable of flying from an extremely short runway of 1312 feet. 5. It has the capacity to carry 15,590 gallons of fuel.
6. Rafale is capable of carrying airto-air lethal missiles. 7. Rafale can fly up to 2,000 nautical miles at a time.
8. Rafael is 0.82 feet higher than America’s F-16.
9. Rafael’s length is 0.79 feet more than America’s F-16. 10. Its wings are 10.90 meters in length, its height is 5.30 meters and its length is 15.30 meters.
With the arrival of Rafale jets, India has made history in terms of enhanced defence capabilities. June-July 2020
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EDUCATION
A TRANSFORMATIVE EDUCATION POLICY UNVEILED: NEP 2020
Metro Mart Desk
I
ndia’s education system has been a topic of discussions in forums after forums for decades. The necessity to remould it to the vastly changed times has been a general consensus in all such meetings. The new National Education Policy (NEP) unveiled by the Ministry of Education on July 30, 2020 seeks to address several long overdue needs of our education system. It includes wide ranging reforms aimed at making the Indian education system more contemporary. It aims to bring in new vistas of opportunities for the Indian youth. The aspirational policy encompasses ideas to revamp education, teaching and assessment systems in schools, colleges as well as teacher’s professional-level training.
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Let us have a glance over the key changes that have been announced under the NEP.
School system: The 10+2 system will be divided into 5+3+3+4 format. The first five years of school will comprise of the foundation stage including three years of pre-primary school as well as classes 1 and 2. The next three years will be divided into a preparatory stage from classes 3 to 5 and following that, three years of middle stage (classes 6 to 8), and four years of secondary stage (classes 9 to 12). Co-curriculum and vocational subjects like sports, arts, commerce, science will be treated at the same level. Students can opt for courses as per their preference. Students will be allowed to take up coding from class 6 onward. Skills, such
as analysis, critical thinking and conceptual clarity will be taught in school.
Report cards: The report cards of students will be reviewed by peers and teachers. Artificial Intelligence-based software could be developed and used by students to help track their growth through their school years based on learning data and interactive questionnaires for parents, students, and teachers. To track progress, all students will take school examinations in grades 3, 5, and 8 which will be conducted by the appropriate authority. Board exam: The class 10 and 12 exams — referred to as board exams — are likely to be held in two difficulty levels and students will be given a second chance at boards to improve their score. They will be free to take up courses regardless of the stream division of arts, commerce and science. “Student choice and bestof-two-attempts, assessments that primarily test core capacities must be the immediate key reforms to all board exams,” the NEP stated. A system of annual or semester or modular board exams could be developed to test far less material, and taken immediately after the corresponding course is taught in school so the pressure from exams is better distributed and less intense. Language policy: The policy states, the medium of instruction until at least class 5 (and preferably till class 8) should be
The new National Education Policy (NEP) unveiled by the Ministry of Education on July 30, 2020 seeks to address several long overdue needs of our education system. It includes wide ranging reforms aimed at making the Indian education system more contemporary.
“home language or mother tongue or local/regional language”. Thereafter, the home or local language should continue to be taught as a language. Unlike the draft, the final policy gives the freedom to the state, region, and child to chose three languages to be learned. However, at least two of the three languages should be native Indian languages. Common entrance exam for admissions: From school to colleges, it is advised that there should be a single gateway. The June-July 2020
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National Testing Agency (NTA) will conduct a common entrance examination (CEE) for admissions to universities across the country. A common aptitude test, as well as specialised common subject exams in the sciences, humanities, languages, arts, and vocational subjects, will be held at least twice every year. It will allow “most universities to use these common entrance exams – rather than having hundreds of universities each devising their own entrance exams, thereby drastically reducing the burden on students, universities and colleges,” the NEP read. It will not be mandatory and will be left to individual universities and colleges to use NTA assessments for their admissions. Exit point: “Graduate-level, master’s and doctoral education in large multidisciplinary universities, while providing rigorous research-
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based specialisation,” mentioned the NEP. The undergraduate degree will be of either three or four-year duration, with multiple exit options. Students will get a certificate after completing one year in a discipline or field including vocational and professional areas, or a diploma after two years of study, or a Bachelor’s degree after a threeyear programme. The four-year programme may also lead to a degree ‘with Research‟ if the student completes a rigorous research project in their major area(s) of study.
Foreign colleges: High performing Indian universities will be encouraged to set up campuses in other countries, and similarly, selected universities, those from among the top 100 universities in the world will be facilitated to operate in India. A legislative
framework facilitating such entry will be put in place, and such universities will be given special dispensation regarding regulatory, governance, and content norms on par with other autonomous institutions of India.
India will be promoted as a global study destination providing premium education at affordable costs thereby helping to restore its role as a Vishwa Guru. An International Students Office at each HEI hosting foreign students will be set up to coordinate all matters relating to welcoming and supporting students arriving from abroad, as per the NEP.
Credit bank: An Academic Bank of Credit (ABC) shall be established which would digitally store the academic credits earned from various recognised HEIs so that the degrees from an HEI can be awarded taking into account credits earned. Departments in languages, literature, music, philosophy, Indology, art, dance, theatre, education, mathematics, statistics, pure and applied sciences, etc. Credits will be given in all Bachelor’s Degree programmes for these subjects if they are done from such departments or through the ODL mode when they are not offered in-class at the HEI. Educational technology: An autonomous body, the National Educational Technology Forum (NETF), will be created
India will be promoted as a global study destination providing premium education at affordable costs thereby helping to restore its role as a Vishwa Guru. to provide a platform for the free exchange of ideas on the use of technology to enhance learning, assessment, planning, administration and so on, both for school and higher education. One of the permanent tasks of the NETF will be to categorise emergent technologies based on their potential and estimated timeframe for disruption, and to periodically present this analysis to MHRD. Based on these inputs, MHRD will formally identify those technologies whose emergence demands responses from the education system. Content will be available in regional languages also. NEP is expected to pave the way for equitable, vibrant, job oriented, quality education. Let the contemplated moves get translated into action on the ground at the earliest.
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PANDEMIC SCENARIO
PREDICTIONS ON THE POST-PANDEMIC WORLD
P
redictions have been part of life throughout human history, including mythological times. Even gods and goddesses were beneficiaries and victims of prophecies. Stories of self-fulfilling prophecies are legion in history. Most people show interest in knowing about the future through a cursory glance at the horoscope columns or by hiring full time astrologers. Most politicians, old and new, plan their activities after studying the configuration of stars and planets. Many significant events in
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T.P.Sreenivasan history, including timing of wars and elections were taken on the advice of astrologers. Shakespeare, even after asserting that “The fault, dear Brutus, is not in our stars / But in ourselves, that we are underlings,� has shown in some of his plays how black magic and predictions determine the behaviour of men and women. It is a lesson to see how wicked predictions of the three witches turned Macbeth from a hero to a villain. It is at the time of crises that predictions become important. With the advent of
the Coronavirus, with so many uncertainties around us, medical, geopolitical and economic predictions have become extremely important. In fact, it has become an industry for scientists, strategists, futurologists and others to speculate as to when the pandemic will end and what the post-Corona world will be like. Predictions are hazardous, but everyone engages in it even in the absence of the necessary data. Nostradamus was notoriously vague in many of the predictions he made in his 1555 book, Les Prophéties. But even after nearly five centuries, humans still find themselves turning to his writings in times of woe as many events appeared to have been anticipated by him. Most often it is a matter of someone reading his predictions and interpreting them to describe later events. When it was found that Nostradamus had written about two metal birds crashing into two towers, it was believed that he had predicted 9/11. Nostradamus is supposed to have predicted air travel (“People will travel safely through the sky”), the year of the great fire of London (“The blood of the just will be demanded of London burnt by fire in three times twenty plus six”) and the rise of Hitler (though Nostradamus referred to him as “Hister.”) Many believe that Nostradamus had also predicted
the COVID-19 pandemic. When we are very much in the middle of the storm, the priority should be to reduce the number of deaths by finding an effective medicine or a vaccine. It is evident that great damage will be done to the economic and political life, but that damage is too unpredictable to worry too much about when human life is at stake more imminently. What is being done, however, is to identify what sort of trends we will need to watch for during the coming months and years in order to assess and plan for the political impact of a pandemic. Most countries have made mistakes in handling the pandemic by doing too little too late. Once the situation stabilises, these governments will be made accountable for their omissions and commissions, whether they are democratic or authoritarian. Predictions began to be made within weeks of the spread of the pandemic beyond China. One thing common about all the predictions is that an era has ended at the end of 2019 and that June-July 2020
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a new era will be in the making in 2020 and beyond. No one is clear about the contours of the new era without a clear picture of the extent of damage that it will cause to the existing institutions. The speed with which the changes will take place is also quite uncertain. “The reality is the world will never be the same after the Coronavirus,� said Henry Kissinger. But writers like Richard Haas have suggested that the new dispensation will only be an accentuation of the trends which were already visible since 2014. In other words, the world order may not take a dramatic turn, but move in the same direction as before, but at much greater speed. One of these trends has been the shift of global power from the west to the east. Here, the most significant development was the 44
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rise of China. China, however, is at a turning point at present. Having kept the gravity of the Coronavirus confidential, China is now claiming that it has grappled the pandemic and is now ready to help and support the world. The deep suspicion that China may have created the virus still remains and if there is any truth in it, China will not be able to recover from its ignominy. Its efforts to grab foreign companies and banks have caused quite a stir in the international market and several countries, including India, have begun to spurn Chinese investment. The early prediction made by a Singaporean scholar that it will be a China-centric world after the pandemic is most unlikely. Predictions about the US have also been difficult. The US has completely failed to control the
virus and the number of deaths has been increasing even today. In these circumstances, it is unthinkable that the US can hold on to its preeminent position in this world. Much will depend on the November elections at which President Trump will be held accountable for all his omissions and commissions. His priority seems to be to win the elections, not to end the misery of his people. If he learns to develop an era of global cooperation through his current experience, it may do the US and the world some good. But this is too much to expect from him. Most predictions anticipate that globalisation and multilateralism are in their last days on the basis that there has been little international or regional cooperation in combating the pandemic and the United Nations has been paralysed in the face of the greatest existential challenge humanity has faced. A former Australian Prime Minister has suggested that some countries, (India not included) who have faith in multilateralism, should provide an alternative to the UN. There are also suggestions that G-20 should take the lead in building an alternative. But the more likely scenario is for the UN to continue as before at the mercy of the permanent members. It will be too much to expect that the restructuring of the UN will take place.
A question being dealt with by the analysts is whether the experience of the pandemic has enhanced the value of democracy as a form of Government or whether majoritarianism or authoritarianism have gained the upper hand. Since China’s behaviour has been dubious, the success of democracies like Taiwan, South Korea and India has been noted. Some have predicted that there will be more failed states after the pandemic as international assistance may not be forthcoming. India has a window of opportunity in the new dispensation as it has not only dealt with the crisis well so far but also because we have kept our relations with China, the US and Russia stable. India’s quick decision to lift the ban on export of some vital medicines and sending them to more than fifty countries has been a major diplomatic success. At the same time, we have to depend on China for medicines and equipment. India can also take credit for initiating international cooperation through SAARC and G-20. If the Coronavirus can be controlled and shortages and poverty are avoided at this particular time, India will be poised for a rise on the international firmament.
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