RESEARCH AND WRITINGS By Rashi
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CONTENTS
01 A Social Impact Study of Urban Interventions at Varanasi
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Part of Academic Dissertation
02 Problem identification of weavers of Varanasi through understanding architectural and social scenario
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Part of Academic Thesis
03 Approach to Architecture of India: Traditionalizing Modernity or modernizing traditions
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Architecture Essay Competition
04 Carbon neutral cities: A collective effort
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05 Implications of tourism and pilgrimage on historic city- Varanasi
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06 Do green buildings have superior indoor environments?
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07 Documentation on Varanasi
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Part of Ongoing personal research
08 Creative ways of digital marketing
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01
A social impact study of urban interventions at Varanasi Part of Academic Dissertation
Varanasi being one of the oldest continuously inhabited cities of India, with its rich cultural heritage attracts a large sum of visitors both from the country and abroad to its land. The major part of these visitors are pilgrims who come to visit the world famous shrine of Kashi Vishwanath Temple and the riverfront ghats to take holy dip in river Ganges. With the increase in the tourism due to transportation technology the city is coping with the problems to cater to such large population of its citizen as well as the tourists. Considering the number of visitors, the growing needs of its citizen and to meet the city up to international standards, various projects under Smart City Mission has been started. Amongst its various projects, ―Kashi Vishwanath Temple Corridor Project‖ has been the focal point of all the major developments in the city which involves urban regeneration around the holy shrine. The project intends to provide better pilgrim experiences in the area and thus has placed pressure on the government to expand Temple‘s infrastructure capacity. Such emphasis on tourism planning and development has had significant implications on the residents of the area, many of whom have been displaced by corridor developments. This research focuses on the individuals or communities affected and displaced in the process of redevelopment around a holy shrine and to study the social impact that the intervention has created on the communities that lived as a whole and the individuals who make up that community by means of onsite interviews with the locals and officials as wells as understanding the historical context of the site in relation to the different phases of development that took place.
1.1 Research Questions and Objectives The Objectives of the research are listed below:
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To study the evolution of the settlements around the ghats and their social contributions.
Understanding the relevance of the historical urban fabric in the heritage city.
To study the impact of such intervention on the social fabric of the community and the wellbeing of the individuals and families.
Assessment of the tangible and intangible aspects in terms of the stakeholders with respect to the intervention.
1.2 Past Position and Setup Archaeologically proven, the city has been inhabited by humans since 800 BCE and back. Whereas, if the continuity of cultural tradition is concerned Banaras surpasses all civilization centers. In the early medieval period Varanasi passed from one ruler to another and developed culture and architecture accordingly. The traditional city of Varanasi, Kashi, has undergone transformations over time while still holding on to its original character and ethos. Areas of the old city exhibit dense development due to their proximity to the holy Ghats, and also as a result of their social and economic value and their longevity of existence. This core, the Pakka Mohallas, represents the cultural fabric of the city. The significant evolution of settlements around the riverfront ghats can be seen from 18301880.In the latter half of the nineteenth century, the most significant change is the – increase in the pakka mahals which rapidly encroached upon the kaccha houses. Also all the vacant spaces in the immediate neighborhood of the Ganga were filled in by pakka houses.
1.2 Problem Statement The movement of the pilgrims from ghats to the temple was through very narrow lanes of 2-2.5 meters which had to accommodate a large number of crowds
on daily basis and the numbers reaching to lakhs on festivals. Also to add there were shops and residences attached with local population of the area adding to more congestion and creating difficulty
for people to visit the temple and stand in
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lines for hours.(According to the officials and locals)
Fig 1: View of the corridor project
1.4 Intervention To solve this, problem identification of the movement pattern of the pilgrims and the area with more number of crowd and congestion was done. This cleared the path from the three ghats which came in direct axis right behind the Vishwanath temple that is Lalita ghat, Jalasen ghat and
Manikarnika ghat which had in total 2 lanes connecting ghats to the main temple complex. Now these two lanes have been demolished, with the demolition of all the shops and residences that came in between the area identified for the Corridor Project. Currently Shri Kashi Vishwanath Temple Trust has been set up for the Corridor project.
Fig 2: Plan of the corridor project
Fig 4: Multipurpose hall
Fig 3: Detailed view of the corridor
Fig 5: Entrance to the main temple
Fig 6: Varanasi Gallery 3
1.5 Social Impact Interviews with locals were conducted to study the social impact of this major intervention. According to the discussions, different points of view amongst the locals were observed as not everyone had negative opinions about the development and their displacement. Here are some of them : Raj Kumar Kapoor. Personal Interview.22 March 2019 ―They cannot bring back my identity which I have made here in 50 years; they cannot make it in a day. Now how will I start my new business elsewhere, how will it work there as it did before?
What‘s lost is lost, that can definitely not be compensated‖ [while sitting in front of his house which is in the line of demolition, who owned the
Fig 7: Saree shop (next to line of demolition)
shop of Banarasi saree in Lahori Tola]. Ravi Shankar Giri. Personal Interview. 22
March 2019 ―I used to be the pujari of this temple and I took
care of it and the tourists came and visited this temple and my daily income depended on it‖ [who is a priest and was a pujari in the temple he owned which is now taken in the corridor project]. Rajendra
Kumar
Aggarwal.
Personal
Fig 8: Temple to be preserved in the corridor
Interview. 22March 2019 ―We have 25 members in our family and the place we lived in was very small to adjust in with growing needs of everyone. We had very much
trouble in going from one place to another especially in festivals with so much congestion and crowd with litters around in this narrow lane‖. 4
Fig 9: Residence being demolished
1.6 Conclusion Varanasi with its varied tangible and intangible heritage assets attracts tourists and pilgrims from all over the world. No doubt the Number of tourists that the city receives has led to the change in urban forms of the city. To see this from global context and to meet the city up to international standards the interventions made do serve as positive aspects to improve the experiences of the visitors as a whole. But while these interventions are made the host communities need to be also taken care of. Providing just the compensation amount has never been enough for the people displaced as there are various other aspects related to the displacement of the people which needs to be focused upon.
The implications of the city‘s accomplishment of a rapid and aggressive program of physical upgrades have been a laxity in the development and enforcement of a robust regulatory infrastructure that addresses the needs of its residents. To date, all redevelopment initiatives (completed or planned) are positioned inside the city‘s core and overlap with densely constructed neighborhoods. The task of this approach to development is threefold; first, the present day layout system does now not accommodate the socioeconomic truth of the citizens it displaces, Second, the demolitions proceeds despite absence of any long time period making plans for displaced groups in the town , and third, implementation of project has started without progress in the provision of alternative solutions, because the intervening place also has various other problems of motion and transportation as well.
Although, this intervention provides better experiences to pilgrims and tourists. And it seems that the pilgrims have been the prime importance because the tourists who come from other parts of the world normally come to see the historical fabric of the city which has been demolished. Although no doubt due to the development of the street it is easier now for the tourists to visit the temple without hustle and congestion and more importantly the safety and security issues have been solved but in the process the locals have been at loss.
*Note: This is only a part of the dissertation; to read onto full dissertation please visit the following link – https://issuu.com/rashisri0496/docs/rashi_dissertation
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02
Problem identification of weavers of Varanasi through understanding architectural and social scenarios
Varanasi often referred to as the ―city of temples and learning‖ is a sacred and holy place to Hindu, Buddhist, Jain and Muslim religion. It is the oldest living city and is heterogeneous with multiple layers of religion, culture, art forms, believes nature, profiles and individualities. The city has been a cultural and religious Centre in northern India for thousands of years due to which it has varied intangible heritage assets. Being home to numerous religious monuments, it serves as major destination for tourists from across the world. Apart from these Varanasi is home to a very fine art form, a living tradition, the weaving of Banarasi sarees. The art of weaving is an age old practice in the city and is one of the character defining features of Varanasi. The traditional Banarasi saree is done with lot of hard work and skillful work using the silk. The saree making is a cottage industry for about 1.2 million people associated directly or indirectly. Though the Banarasi silk products are enjoying a ready market both at home and abroad, there are grey areas demanding immediate attention to sustain and further improve this traditional craft. Most amongst the above mentioned area has become slum pockets where occupation of the people living is dependent on this traditional art. Also there is lack of adequate information available for silk weavers in Banaras. Varanasi continuously being known for world famous brocades and sarees wherein ethnic Banarasi brocades are the finest example of superb craftsmanship of Indian artisans has some harsh reality to face. There are 31,378 handlooms and 95,439 handloom weavers. Also through unofficial source there are 5, 00,000 weavers in the district. However, there is a significant decline of 16% from 1995-96 to 2009-10 (According to Handloom Census 2009-10), which is because of major shift of people from this sector to other jobs and to power looms (in power looms the sarees are rather produced faster, at cheaper rates and sometimes artificial silk is also used). And the margin of weavers shifting from handloom to other jobs and power looms has 6
been increasing with the years. This fine craft and a home based enterprise in the district mostly involves Muslim‘s and Dalit‘s, employed in this sector generation after generation, though remaining poor and marginalized. Thus the research aims to identify the loop holes in this home based industry that are responsible for the downfall in the handloom market. The various factors has been assessed through social, economic and architectural perspectives. This has been done via literature and live case studies, as well as on site surveys with the weavers group.
2.1 Demographic information Age
Educational Level
Preferences
Fig 1: Pie charts for age groups, educational level and preferences of the weaver’s community
Lesser involvement of
Low educational level and
Mostly an inherited skill.
younger generation.
illiteracy results in Lack of
Lack of job opportunities
Threat to continue the art
awareness
and lack of interest of people
form.
Independency.
and
belonging to non-weaver family.
Social Composition
Monthly Income
Fig 2: Pie charts for social composition and monthly incomes of the weaver’s community
Most of the population of weavers belongs to Muslim
Low wages of weavers
minorities‘ community.
to sustain a proper
They mostly remain marginalized and ignored.
lifestyle. 7
2.2 Marketing practices The Marketing practices that run in the banarasi handloom industry is also responsible for its downfall. As they are the last one to get benefitted in the chain from the products that they only produce. Weavers could not directly connect to the main market.
Weavers are dependent on master weavers and Gaddidars who channelize the chain of making and selling the products.
Most of the weavers work under master weaver.
The original cost in making gets distributed amongst various actors.
Fig 3: Market chain of banarasi Handloom saree
Fig 4: Category of weavers
2.3 Working and living environment Since, weaving is a home based industry, so the working conditions at home are equally important for the weavers. Thereby, it is needed to ensure a separate working space in their house. But, this is rarely the case with the weavers.
More than 50i% space used for working.
Weavers living in slums in poor conditions.
Sanitation and Health issues.
Less space for living.
Poor conditions of their houses.
No or less access of light and
Fig 6: Working and living space ratio of a weaver’s house
ventilation. 8
2.4 Social scenario The social scenarios of the weavers involve the society and area that they live in, people involved in the business within the family and their restrictions. Weaving is considered to be one of the finest art form practiced in the country, yet the artists i.e. the weavers remains neglected and marginalized. Their economic conditions are so poor that they have got no options but to live
in slums.
70
%
of
the
slums
are
dominated by weavers.
Involvement
of
family
members in making saree.
Women of the family involved in the process.
Women
are
generally
not
given credit for their smaller contribution. Fig 7: Pie Chart of occupation wise population in slums
Children are also involved for some processes.
2.5 Status of banarasi saree
Weavers shifting professions.
Decrease in the percentage of the handloom production.
Lack of art appreciation for the weaver‘s community.
No skill development opportunities.
No connections with the designers.
No promotion of tourist activity in the area.
No linkage of weavers to the main market.
2.6 Problems with government policies
Area provided does not satisfy the needs of this home based industry.
Government policies are meant for people living in slums considering all the categories while the houses of weavers community needs to design separately. 9
No working space provided, thus they have to work in the living area and kitchen or outside their houses.
Family sizes are not considered by the government, thus the living area is also not apt for bigger family size.
2.7 Institutional support in the city
Lesser no. of institutions in the city for the weavers.
Institutions not within the reach of weaver‘s community.
Location of the buildings away from the weaver‘s area and the market area.
Lack of awareness amongst weavers for these institutions.
Time taking procedure for the weavers to report in these institutions which harm their work life.
2.8 Conclusion From the above chosen points of assessment, it is clear that the handloom business is facing the downfall, not because of one but many reasons. Weavers who are responsible to create or make these beautiful sarees are shifting their professions, which leads to lesser production of handloom sarees. Weavers group, who should be given most importance to, remains neglected and marginalized. They are the ones, who receive the bare minimum price of what they make. Not only this, but the working and living conditions of the weavers is very poor. The government policies fail to provide proper living conditions for weavers. As they focus on slum rehabilitation and development collectively. Whereas, weaving is a home based industry and thus requires a separate workspace in their house. The lack of interests in younger generations and no scope of jobs in this area, leads to no growth in the population of weavers community. Meanwhile, there is no institutional support that must guide the weavers through new technology and new design requirements. Thus, it becomes very important for the government to bring their focus on banarasi handloom industry. It is required to primarily focus on the weaver‘s community and their needs. Otherwise, with such rapid decrease in the handloom production, there are chances of this art becoming extinct.
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2.9 References
A case for conserving the Vernacular Architecture of Handloom Sari Weavers‘ Homes and Settlements. By: Aruna Bagchee
Changes in Culture and Architecture from Vernacular to Modern: M.P., India
Digital Learning Environment for Design - www.dsource.in
City development plan for Varanasi (jnnurm) Municipal corporation, Varanasi
National institute of fashion technology, Mumbai Department of fashion communication (Batch 2013-2017)
Living Conditions of Weavers: A case study of Varanasi By Dikchha Tiwari
National handicraft development programme Office of development commissioner (handicrafts) Ministry of textiles, Government of India
Pradhan Mantri Awas Yojana (PMAY-U)
A Study of the Present Situation of the Traditional Handloom Weavers of Varanasi, Uttar Pradesh, India by Shaw Tanusree
Settlement upgrading and home based Enterprises: some empirical data by Graham tipple
State urban development agency (suda), up Navchetna kendra, 10 ashok marg, lucknow
National Building Code 2016
Varanasi Development Authority
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03
Approach
to
Traditionalizing
Architecture
modernity
or
of
India:
modernizing
traditions
The words ―Traditional‖ and ―modern‖ are believed to be in complete opposition to each other almost in every aspect. But are they? We often refer ―Traditional‖ as local, historical, steeped in community, cultural, static, technologically crude and vernacular. On the other hand, we refer ―Modernism‖ as technologically advanced, de-cultured, dynamic, competitive, sustainable, green, profitable, international, development, luxury and rejecting traditions. A conversation with any person, who has experienced India as a tourist will reveal that how India is steeped in community, tradition, values and culture. The decoration, the spirit, the freshness, the colors and the comfortable chaos here, makes you experience what it really means to be a part of a dynamic community. This is because the architecture and the character of our towns and cities are part of our inherited culture. But a conversation with the country‘s natives will reveal about how the cities and towns have been affected by rapid urbanization and globalization. How we have been moving forward opposing all what we have been able to build over the many decades. The most common examples of how far we have come are the shopping malls. From the traditional markets to these bigger complexes and one stop shop market, we have definitely come way too far. From the busy, narrow and colorful streets to the air conditioned and fully packed buildings. From the local, handmade, original and unique products to the new sustainable, branded and industrial products! But even with the rapid proliferation of such complexes, the experience of shopping in a traditional market is unparalleled. Because this is what we have been known for- ―the thriving community‖ which sets the base for all others that comes with it- the culture, traditions and the architecture. Another appalling fashion in architecture is the widespread fashion for apartment blocks that are layered and almost similar to one another. These mass housing are the new ways of standard and comfortable living with all sorts of activities planned inside the closed built environment. This 12
started majorly due to the increase in population and high demands of standards of living. With the help of technology and using industrially produced and standardized materials, these takes lesser time to get constructed. But the major concern here being the community engagement. Of course! They might have community center and gathering spaces. But with the height of buildings reaching more than twenty-five floors, the communication and engagement is more likely to happen between buildings rather than people. To add on it, today‘s cultural hubs, sports and shopping complexes are the so-called social interaction spaces of yesteryears. We must not forget that the built environment of any community is considered to be its regional architecture, which is significant in marking its originality and differentiation. But this is less likely to be seen in the trend of following the western culture. And the problem lies in this that we are actually not competing with the west but ourselves. Traditions not only enhance social inclusion but also citizen‘s quality of life. But shouldn‘t architecture represent the way we live now rather than the way we lived a hundred years ago? And is traditional architecture fulfilling in terms of changing demands, increased level of human comfort and high standards of living? As technology advances and life‘s demand becomes more complicated, the priorities in the design of a building will definitely be altered. Now inhabitants look for increased level of comfort in their houses and high standards of living. Also there lies unavoidable challenge for higher energy efficiency required in this generation. With the need to include machines such as air conditioners, water coolers replacing the natural cooling options; these are equally responsible for the alterations in buildings. So we see that the things we do either by considering traditional or modern, are ultimately for the people and society. Now the debate is also about; where traditional architecture has always been fulfilling in communicating well with the surroundings and people, not all but many examples of modern architecture has failed to do so. So, what do we do then?
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Amongst this fight between modern vs traditional what we must not forget is that there exists a boundary between them. This boundary is both fluid and rigid, thus making it a complex relationship. So it is more about who perceives what. The cases that we discussed are more of rigid boundaries between the two. Both are holding onto terms which are more in opposition to each other. That is, Traditional being more Culture specific, static and technologically crude whereas modern being more internationally acceptable, competitive and rejecting traditions. Now this is where we need to traditionalize modernity and modernize traditions, making the boundary more fluid rather than being rigid. Thus, we need to focus on community driven, culture sensitive, sustainable, energy efficient and dynamic architecture. Change is definitely constant. But any change that is more of a sudden is difficult to accept. In the race to become ―internationally acceptable‖, we must not forget our roots. Any building that feels like it does not belongs to that place, becomes the ultimate villain to the people in and around. A sudden change leads to the lack of belongingness of a place. It automatically leads to a de-cultured society and eventually dissociates people. Unplanned developments that disregards local beliefs, culture and values tends to creates socio-economic imbalance. In this rapid pace of our nowadays, professional and personal life, we always feel the need to be anchored to our origins. And invest our lives with something meaningful and stable. It would be a strange thing otherwise for a man to search for his culture in his own country. Architecture serves as a tool for communication of what we possess. Therefore, architecture which is ―actually‖ and ―literally‖ for the betterment of people and society in all aspects is good architecture. There remain examples of the invasive methods of architecture that opposed the past and evolved parallel to the culture or history of the existing constructions. A revival of traditional methods and tradition that goes hand in hand with new technologies and new materials is the need of the millennium. What is needed is an architectural perspective in which valuable traditional knowledge and beliefs are integrated with equally valuable modern knowledge.
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There have been pioneers as well who have worked or are working in the same direction. Laurie Baker, Chitra Vishwanath, Eugene Pandala, Yatin Pandya, Benny Kuriakose to name a few in creating a new legacy of Indian Architecture history. A human life has two duality of history: One is Individual history (i.e. with oneself, family and education) and the other is collective history (i.e. with the society and culture). Both are equally important in terms of existence of a being. This philosophy must not be forgotten in architecture as well.
References:
https://s3da-design.com/traditional-architecture-versus-modern-architecture/
https://morewithlessdesign.com/en/tradition-and-modernity/
https://www.newenglishreview.org/David_Hamilton/Architecture_and_Tradition/
https://www.archdaily.com/769700/the-role-of-tradition-and-innovation-in-the-city
https://www.sciencedirect.com/science/article/pii/S2095263514000715
https://www.anujpuri.com/sustainable-building-in-india-traditional-modern-architecture/
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Carbon neutral cities: A collective effort
Cities and towns globally are witnessing climate change and its harsh effect. Many countries are releasing and adapting policies to cope up with this global issue. Although the drive seems difficult to achieve as there is a need for taking quick actions, many countries are planning and progressing towards it. One of the major goals of the countries worldwide is achieving carbon neutral cities. This has now become a global agenda and one of the prime objectives. Countries are now adopting more sustainable, environmental and low energy generation processes. While these actions are being taken vividly, the question is how do we implement and achieve it successfully? And it is whose responsibility to govern, oversee and practice the best to align or advance with these ideals? This article outlines the understanding and need of carbon neutral cities for generating a better future. Further, emphasizing on the responsibilities and duties of various bodies and the citizens themselves to accomplish this goal. What is Carbon Neutrality? Carbon neutrality is a state of balancing the carbon dioxide in the atmosphere. It means that the carbon emitted is balanced by absorbing carbon from the atmosphere. It is a way to achieve a net zero carbon dioxide emissions. The process involves eliminating or removal of carbon from the society. In context to the city; a carbon neutral city would mean a carbon free city, zero carbon footprint and zero emissions of greenhouse gases. ―A carbon-neutral, or zero carbon cities, is one that reduces the majority of carbon emissions and offsets residual emissions, to the point that its operations do not result in a net increase in emissions‖ (Anon., 2019). Why a Carbon Neutral city? As cities are now becoming the centers of this change globally, the question is why are we focusing majorly on cities for carbon neutrality? Although our cities amount to 2% of the world‘s total land area, they still account for two-thirds of energy consumption and generate 70% 16
of greenhouse gas emissions (Elgendy, 2021). With this rate cities become the major hub responsible for depleting the environment. Cities and towns play a vital role in the overall growth of a country. These are the centers for socio-economic growth of a country. Unfortunately, in order to develop strong urban economies and contribute to better living conditions; certain aspects of environment and sustainability have always been ignored. While infrastructural, educational, transport, health facilities have been the prime and important criteria for development; the environmental needs have been consistently overlooked. We must not forget that the environmental and sustainable growth also plays a major role in the development of a country. And today these have become the dominant factors as well. Cities are important generators of greenhouse gases and the end users of it. Directly or indirectly almost everyone today is responsible for contributing to the emissions of these gases. Regardless of the current situation of climate change; carbon is a major part of almost all the industries that we are dependent upon. If we talk about different sectors- construction, healthcare, energy production, fashion and textiles, agriculture and food, transport and automobiles; all are the major sources of carbon dioxide releases. And all of these sectors and more are co-dependent on each other. For example, concrete is a major part of construction industry. ―After water, concrete is the most widely used substance on Earth. If the cement industry were a country, it would be the third largest carbon dioxide emitter in the world‖ (Watts, 2020). Similarly, the transport industry is an undivided part of our today‘s living. But, ―the transport sector contributes approximately one quarter of all energy related greenhouse gas (GHG) emissions. Today's transport sector is predominantly based on the combustion of fossil fuels, making it one of the largest sources of both urban and regional air pollution‖ (UNEP, n.d.). Thus, eliminating carbon versus the rapid climate change does seem difficult situation to win from. Hence, it is vital to realize the different roles that are being played in a city by different sectors. Also as a carbon neutral city is a broader aspect which holds many parts to it and will take years to change. Therefore it is a collective responsibility of all to work towards it and aim for a better future.
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Identifying groups, roles and responsibilities From the years of research and studies put together it is clear that today we need a more energy efficient and greener lifestyle. While several actions and steps are being taken towards it, still it feels negligible in front of the present and upcoming climate crisis. Even individual approaches taken in the past and present by companies, stakeholders, authorities, NGO‘s, locals or individuals have helped to a certain extent. But, they are not enough in terms of the ongoing global risks. It is therefore necessary to observe, evaluate, test and practice for the change in overall societal infrastructure, patterns and behaviors. So, who are the people responsible for bringing about this change? As observed, since this change involves overall societal fixtures leading to a global change. It requires a chain of authorities, organizations, policymakers, individuals and more to collectively work towards it. It is necessary to identify and align these groups and further the role played by them. Let us analyze this chain and question some of their approaches and trends. 1. Global Agencies / Organizations working closely with countries Since the need of carbon neutral cities is for a global benefit; the very organizations governing at world level becomes of prime importance. These are responsible for educating about the pressing issue, conducting surveys globally, analyzing and assessing the present environmental status, monitoring contributions, developing and realizing global policies, developing international agreements and organizing global meetups. They may also rank countries or cities based on their reports of environmental concerns. For this they might adapt various ways for their global agenda to work. Bodies such as UNEP (United Nations Environment Programme), WWF (World wide fund for nature), CNCA (Carbon neutral cities alliance), UNFCCC (United Nations Framework Convention on Climate Change) and IPCC (Intergovernmental panel for climate change) are the ones which come under this category. Although there are several bodies formed at global level working and developing policies for climate change actions; only some of them are able to make major impacts. It is important to realize that these bodies work at global level and are believed to be unbiased regardless of the countries. They aim to solely work for global environmental needs and benefits.
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These organizations work closely with countries, setting up their bases or branches in countries to make larger scale impacts. These even then work with the government, municipalities, NGO‘s to implement their plans. For example, UNEP has its regional offices in India as well. 2. Government Organizations Government organizations become a crucial part in setting up reforms, regulations and overseeing the implementation of the policies. It is the duty of any countries government to regularly check upon their countries current position on climate change and take possible actions. The government bodies elect members or set up a committee who work for them towards the cause. For example, Sikkim in India aims to remain a carbon neutral state. This requires the state to measure and monitor how emissions are growing in different sectors. The state‘s climate inventory and monitoring system SCIMS is designed for this. Similarly, Bangalore aims to be a carbon neutral state in 2050 (Avni Agarwal, 2021). With respect to this, the government seeks to involve various stakeholders to fulfill their ambitious goal. As states and cities in India are aiming for carbon neutral cities, the government bodies has huge role to play. 3. Local organizations and NGOs While the need to do regional changes and make impactful decisions and actions increases, local organizations and NGOs becomes important. As these are the ones involved at community level for actual encouragement, awareness and developments. They merge with the locals and are bound to generate fruitful results. They work closely in groups and even take contributions and reviews from the citizens themselves. Even various activities, workshops, educational programs and surveys are done. A Bangalore based NGO; PAC (Public Affairs Center) is a great example of this. With initiatives of solar panels to compost pits, they are doing their best to put the two acre campus in Jigani to good use and build sustainable solutions around it. It is one of the first few NGOs in the city to make its campus carbon neutral (S, 2016). 4. Professionals and Individuals However, the organizations are responsible for framing, planning and implementing policies. It is an individual‘s responsibility as well to contribute to it. People from various professions and 19
backgrounds can come up with their own innovations, solutions or even smaller initiatives on their behalf to solve this global issue. As this problem is not just global but at present day deeply rooted in society. This issue is also a result of our ignorant social behavior to environment. Thus, actively participating in solving this global crisis is the only key. For example, Individuals can themselves check upon their daily carbon footprint and react accordingly. They can go for zero plastic, opt for public transport or cycling, use organic products, promote solar panels and much more. Thus, the aim for a Carbon neutral city requires a collective effort. From the involvement of Government bodies to individuals, it is the responsibility of all to fulfill this social and environmental duty. It cannot be done alone by a single body or organization. The damage has been done collectively over the many years; so it has to be resolved collectively. Reference
Anon., 2019. What is carbon neutrality and how can it be achieved by 2050?. s.l.:News European Parliament.
Avni Agarwal, R. M. a. S. B., 2021. Exploring Carbon Neutral Development for India’s Subnational Regions. s.l.:WRI (World resource institute).
Elgendy, K., 2021. Carbon neutral cities: Can we fight climate change without them?.
S, T., 2016. This Bengaluru Organization Shows Us How It Became a Carbon Neutral Campus in 5 Easy Steps. The better India.
UNEP, n.d. UNEP. [Online] Available at: https://www.unep.org/explore-topics/energy/what-we-do/transport [Accessed 2022].
Watts, J., 2020. Concrete: the most destructive material on Earth.
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Implications of tourism and pilgrimage on historic city - Varanasi
Varanasi is a famous holy, religious and heritage city in India. It is one of the continuously inhabited cities in the world and one which is deeply rooted in its culture, tradition and spirituality. Due its varied historical backgrounds, it has developed over the years various tangible and intangible assets. With respect to which it attracts a large sum of visitors from different corners of the world. With time, tourism and pilgrimage has become one of the prominent industries of Varanasi. It is known, that these factors has always put pressures on the host city to undergo some major changes. The impacts of which can be both positive and negative. This article is an attempt to majorly discuss on the implications caused by tourism and pilgrimage on urban infrastructure, host community and political status of the city. It also questions on the practices that has been so far followed in these fields when it comes to tourism and pilgrimage. Bac kgro und Varanasi is known as one of the ancient civilizations in the world and is situated on the banks of holy river Ganges in Uttar Pradesh, India. It is a home and sacred place to people belonging from different religions, majorly Hindu, Muslim, Jain and Buddhists. It encompasses with it various forms of cultures and traditions steeped in its roots. It is a city of history and continuity, old and new, living and dead, past and present. It is a city of eternal bliss. With the passing years it has set examples of spirituality, discovery and unremarkable experiences. The city has been a cultural and religious center in northern India for thousands of years. Kashi is an abode to many religious monuments such as mosques, temples, churches, gurudwaras and stupas. To be exact ―over 3000 Hindu shrines, about 1400 Muslim shrines, 12 churches, 3 Jain temples, 9 Buddhist temples, 3 Sikh temples‖ (Singh, 2009). The city has a rich urban heritage sprawling over the main city.
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Major attractions in the city are the Kashi Vishwanath Temple and the ghats. It is bliss for both pilgrims and tourists. The Kashi Vishwanath temple is a Hindu pilgrimage site from time immemorial. It is blessed by the divine and spiritual powers of Lord Shiva. It is an architectural marvel built in Nagara style of temple architecture. The Ghats also serves as major fascinations not only for tourists but also as a community space for residents of the city. There are more than 84 Ghats, stretched along the river Ganges in a crescent moon shape. Other attractions in the city are Sarnath, Banaras Hindu University, Ramnagar fort, Sampurnanand Sanskrit Vishwavidyalaya and many more. Varanasi has its multiple layers of religion, culture, art forms, natural believes, profiles and individualities. Due to which it has attracted visitors of its own kind from all over the world. Be it pilgrims, tourists, historians, artists, archaeologists, researchers, architects, planners or anyone who has just come here to find the meaning of life. It has welcomed everyone with pure joy and is a home to all. Pilgrimage, to urism and its implicatio ns According to the recorded archeological proof, human lifestyles on this city is dated to 1000 BCE and in line with historical myths, its miles dates at least again to 2500 years BCE. Consequently, from those historic times, numerous ancient phenomena have been emerged on this town which has ended up in visitor‘s sights today (Singh, 2009). The visitors of Varanasi can be divided into two parts: pilgrims and tourists. Broadly speaking Tourists & Pilgrims come from different locations. Generally a pilgrim is from within India and a tourist is from abroad. They both display different worldviews and give different reasons for coming to Banaras, yet they participate in similar places and exhibit similar mannerisms. When we talk about the impact that tourism and pilgrimage makes on the host city, then it can take the form of numerous results; from the financial to the socio-cultural, political or environmental. With regards to this, Varanasi has majorly witnessed changes in its urban infrastructure, host community and political status. These factors are briefly discussed below and questioned on the practices offered so far. Urban Infrastructure 22
Tourism and pilgrimage plays a major role in the urban development of a historic city. These activities imply major challenges in respect to the existing urban fabric of the city. The scope only gets wider as it has to deal with conflicts of current urban activities, heritage assets, cultural beliefs and values. This can be seen in case of Varanasi as well, as the numbers of visitors are only increasing and reaching maximum in festivities; the infrastructural capacity of the city is being improvised. Presently, the city is undergoing major changes related to urban development. Considering the growing needs various projects are being undertaken by the government under smart city missions. ―Unprecedented efforts have been made on new highways, pull-flyovers, and widening of roads to reduce traffic jams in and around Varanasi‖ (Anon., 2020). Even a tourist plaza on one of the oldest and famous ghats of Varanasi that is Dashashwamedh ghat is in progress. The Ghats have been improvised in terms of lighting, sanitation, information boards and many more. But, the major development that has gained even international attention is ―Kashi Vishwanath temple Corridor project‖; a major urban intervention in the historic core of the city. Definitely, the infrastructural needs of the temple premises to cater to large number of visitors and better pilgrim experience is being fulfilled. But what has also gained attention of people from around the world is the demolition of almost 300 houses and more than 200 small shops for the development of this corridor project. This is not even a surprise for most of the urban practitioners and the known; as such developments have occurred in the past in other cities and countries as well. The examples can be taken from that of holy city Mecca or even Golden temple, Amritsar. The problem with these historic cities is that of congestion, large population and ever increasing tourist influx. No doubt these interventions do provide users with better infrastructure, sanitation, wider streets, safety and security. But, the point is that does it always have to involve the demolitions in historic cores? Is there any better alternative present without changing the form and soul of existing urban fabric of the city? Host Community The effect on host community due to tourism and pilgrimage has been a notable topic of discussions. It majorly impacts on their way of living, quality of life, economic statuses, personal 23
identity, habitats, new social ties and networks, participations, health and physical wellbeing, livelihood and various other factors. While Varanasi has always been welcoming and hosted their guests with open hearts. Tourism and pilgrimage has been on positive side when considered from the point of views of the host community. The locals here themselves give guided tours and are proud to share their rich cultural history. Varanasi is just not famous because of its built heritage or exquisite culture but also because of its deeply rooted communities. The relation between visitors and locals has been always a different and interesting story here. However, the impacts of tourism is visible on the host community in terms living patterns, behavioral changes, dressing senses, language front, aesthetic values, health and hygiene. Also, with regards to the current urban developments, the locals has always fallen prey to it. Considering again the example of ―Kashi Vishwanath temple corridor project‖; the entire community was actually eliminated and ignored because of the development that took place. Although the compensation amount was given by the government to the families, but it did affect the locals in many ways than one. As for them it is loss of identity, ancestral homes, livelihood and way of living. While for some it might also present new opportunities. The locals in case of any tourism related development remains at the forefront. But, the challenge is how can the developments take place so that the communities and their living are least impacted. And what measures can be taken while developments so that the cultural impacts on the host community are minimal? Political status Tourism and pilgrimage also creates political impacts. Tourism related developments have always been beneficiary for governments; as it brings various other possibilities. It is also considered as one of the agendas of government. In case of Varanasi, tourism and pilgrimage has definitely opened new doors in politics. Due to its global familiarity it has put pressures on the government to work on this sector as well. The developments and changes in tourism policy are a result of this. It also helps state and municipalities in generating incomes and even taxes. The political stature of Varanasi has undoubtedly increased due to these activities and major developments. Uttar Pradesh government has already accorded industry status to tourism in the
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year 2016 while remolding its tourism policy and considering Varanasi in the list (Rai, 2016). Hence, the government frameworks are even affected by tourism and pilgrimage. Conclusion Varanasi being one of the oldest historical towns attracts a large sum of visitors from the country and abroad. These visitors whether tourists, pilgrims or both are bound to make impacts on the city. Tourism and pilgrimage does put pressure on the host region to undergo certain changes so that it accommodates the needs of both visitors as well as locals. The urban infrastructure, host community and political status are the major aspects for defining these changes. In Varanasi these have been the affected areas due to the developments in tourism and pilgrimage. It had both positive and negative impacts on it. But, it is important to understand that the implications that tourism and pilgrimage makes on the city should not be severe. It should not disregard the existing cultural fabric of the city. The need is to find solutions so that the spirit of a place is not lost; as any major, robust or sudden change might actually affect the inner character of the city. References
Anon., 2020. Minsitry of external affairs, Governement of India. [Online] Available at: https://indbiz.gov.in/infrastructure-development-in-varanasi-at-an-all-time-high/
Rai, M., 2016. Uttar Pradesh government accords industry status to tourism. Lucknow: The Economic Times.
Singh, R. P., 2009. Transformation on the Cradle of Time.
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06
Do Green Buildings have superior indoor environment?
Green building technology is one of the most trending topics all over the world which is been put forward to reduce the significant impact of the construction industry on the environment, society and economy. Although green buildings are the demand of today and have great impact on our environment and conserving our resources but it is the user whom should be benefitted the most. For this it is important to keep in mind the end product of green buildings. The aim of the research paper is to study about the indoor qualities of the green buildings with respect to certain design indicators that are to be considered important for healthy indoor environment. How these factors affect the comfort ability level of the tenants and how do green buildings cater to the indoor needs.
4.1 What is indoor environmental quality? Indoor Environmental Quality (IEQ) encompasses the conditions inside a building—air quality, lighting, thermal conditions, ergonomics—and their effects on occupants or residents. Strategies for addressing IEQ include those that protect human health, improve quality of life, and reduce stress and potential injuries. Better indoor environmental quality can enhance the lives of building occupants, increase the resale value of the building, and reduce liability for building owners.
4.2 Why is this important for buildings? Since the personnel costs of salaries and benefits typically surpass operating costs of an office building, strategies that improve occupants‘ health and productivity over the long run can have a large return on investment. IEQ goals often focus on providing stimulating and comfortable environments for occupants and minimizing the risk of building-related health problems. (Prof.Apoorv V. Kotkar, 2017)
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To make their buildings places where people feel good and perform well, project teams must balance selection of strategies that promote efficiency and conservation with those that address the needs of the occupants and promote well-being. Ideally, the chosen strategies should do both: the solutions that conserve energy, water and materials as well as contribute to a great indoor experience.
4.3 Indoor environment quality factors Under the category of IEQ in the LEED checklist, IEQ comprises of indoor air quality (IAQ), including, environment tobacco smoke, Carbon dioxide monitoring indoor chemical and pollutant source, thermal comfort, and daylight and views. According to a study by Lev, among the other indoor environmental factors that must be considered are the quality of thermal, light, acoustic, privacy, security, and functional suitability. Henceforth, IEQ generally encompasses factors such as:
Temperature,
Humidity,
Ventilation,
Indoor air quality,
Day lighting and lighting quality,
Thermal comfort and
Access to views.
4.4 Observations Following are the observations made on how those factors important for healthy and comfortable environment are considered and treated in green buildings and what are the recommendations mainly focused on housing:
4.4.1 Ventilation Whether via natural or mechanical means, Council recommends substantially exceeding minimum requirements for window opening sizes and air exchange rates. In homes, the most effective ventilation is achieved through natural cross ventilation. The ideal layout features open 27
able windows located in opposite walls, which creates a breeze path to let in fresh air and flush out stale air. Note that cross ventilation can be achieved through various façade openings, be it standard windows, operable skylights or even small solid doors. Also air change effectiveness is important to ensure good quality air. Carbon dioxide levels should be regularly controlled to ensure a healthy and productive work environment. Natural ventilation is also a great way to save energy and cater for individual‘s differing comfort needs. Council recommends carefully considering all aspects of good indoor environment quality during a project‘s early design stage. Experience shows that early design decisions make the greatest impact on future occupant‘s wellbeing and only expensive technologies and product choices can recoup early mistakes. 4.4.2 Thermal comfort Thermal comfort describes the temperature and humidity range in which humans feel comfortable. This range can fluctuate by many degrees and percentages, depending on activity levels, clothing, annual seasons and personal preferences. Environmentally sustainable housing provides thermal comfort levels with little reliance on mechanical heating and cooling systems. This is commonly achieved through sensible orientation, good insulation, effective ventilation and flexible external shading. In order to respond to changing weather conditions throughout the year and different user patterns, occupants should be provided with sensible controls of both active and passive systems to ensure good thermal comfort. 4.4.3 Product choice Many materials used in the fit-out and construction of homes contain Volatile Organic Compounds (VOC) which pose serious health risks to building occupants. VOC‘s are found in many common construction materials. However alternative low / no VOC products are available on the market including: paints, coatings, sealants, carpets and press wood products (e.g. cabinetry and furniture). Council recommends the early commitment to low / no VOC construction materials. 4.4.4 External views The provision of long distance views and a visual connection to the outdoors commonly increases wellbeing for housing occupants. In residential buildings views can reduce eyestrain for computer workers and can provide a sense of connectivity. Due to statutory planning 28
provisions, the balance between sufficient external views and limiting the overlooking into neighboring properties needs to be carefully considered. Internal noise levels Excessive noise generated by neighbors, traffic and hard surfaces that reflect internal sounds (echo) can impact occupant‘s amenity. In order to ensure comfortable noise levels, Council recommends considering the inclusion of acoustic insulation to internal and external walls, double-glazing to windows, landscaping that buffers traffic noise and a good balance of internal hard and soft finishes. 4.4.5 Daylight In order to achieve high quality daylight levels, Council recommends substantially exceeding minimum requirements for daylight. Good access to natural light is essential to occupant wellbeing. Daylight is vital for body functions, gives us a sense of time and place and connects us to our environment. Therefore, habitable rooms with ‗borrowed light‘ should be avoided. Daylight is the combination of direct and indirect (reflected) sunlight. Therefore, on an overcast day, south facing windows will receive just as much daylight as north facing windows. High level windows will throw daylight deep into rooms, that‘s why they are particularly useful for deep floor plans. It is also worth noting that the provision of daylight in living and working spaces reduces energy consumption. This is due to a reduction in the use of air-conditioning, associated with the heat generated by artificial lighting. Also daylight has to be carefully balanced with possible glare as this strains our eyes. 4.4.6 Balancing Indoor Environment Qualities Designing for a high indoor environment quality can be challenging as all criteria need to be addressed while some may even contradict each other. Windows in particular need to be carefully designed -they influence access to daylight and ventilation, create heat gains in summer and losses in winter and provide a visual and acoustic connection to our immediate environment. Another example is the choice of internal finishes. They not only impact on internal sound quality but also influence a room‘s thermal comfort, light reflectivity and air quality. It is therefore important to understand and carefully balance individual design and product choices upon the benefits and disadvantage for different indoor environment quality criteria. 29
(Krogmann, 2015) Therefore since these factors are well considered in green rated housing in comparison to conventional housing. Hence the main result is that the tenants in the green-rated building are more satisfied with the indoor environment than the tenants in the conventional building.
4.5 Conclusion Well-being is an important factor in determining the quality of life of building occupants. As majority of people spent their life indoors, it is widely accepted that the indoor environmental is important for public health and well-being of occupants. Hence, it emerges the importance of facilitating high quality indoor environment within buildings. Consequently, many tools and concepts have been developed to determine criteria for healthy and comfortable buildings with high quality indoor environment. Green building concept has emerged as a new building philosophy in order to provide better and healthier indoor environment for building occupants. There are several assessment tools of green building concept can be applied in facilitating IEQ namely, GRIHA, LEED, BREEAM, CASBEE and Green Star etc. What‘s different in green buildings that lead to higher satisfaction with certain IEQ categories in comparison to non-green buildings? There are certain design decisions and operation practices that are generally known to affect IEQ and are commonly used in green buildings. These strategies include (but are not limited to):
improving ventilation,
removing indoor pollutants,
using green materials,
giving occupants personal control over operable windows
task air-conditioning, or
under floor air distribution systems,
employing daylight, and
Reducing ambient light levels by using task lighting.
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07
Documentation on Varanasi
This is the compilation of selected data that has been collected as a part of ongoing personal research on Architectural history of varanasi. The main aim of the research is to identify some common architectural elements and details that defines its character. The main objective of the research is to :
Identify prevalent architecture style around the ghats of varanasi. Study of the development of the surrounding areas of the ghats. Identifying the tupology of buildings. Identifying major architectural features in different types of building .
Fig 1: Illustration on Ghats of Varanasi
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Creative ways of Digital Marketing
Digital marketing also referred to as internet or online marketing has become one of the most commonly used and heard term in today‘s business world. If one needs to uplift theirs own business then digital marketing for sure serves as a helping tool in the process. It is now being considered as the most sustainable and affordable means of marketing. Companies and individuals have realized its importance in the present scenario and have increased their dependency on it. Digital marketing has now become a new norm for a successful business. The internet has clearly presented a whole new market. Today most of the population has shifted to the internet and are depended on it for various activities. People of all age groups, backgrounds are becoming more friendly and adaptable to the digital world. With various platforms of social media, websites, messaging apps available and the easy accessibility of different electronic gadgets; its users are increasing widely day by day. Thus, businesses have also shifted digitally to reach larger audiences. Now, before we move forward it is important to know the basics of digital marketing and then how can we use it effectively. What is digital marketing and why we need it? Digital Marketing is a medium of promotion and advertisement of brands through digital channels via internet or some electronic device. These channels are search engines, websites, social media, email, and mobile apps. Hence, ―Using these online media channels, digital marketing is the method by which companies endorse goods, services, and brands‖ (cloud, 2022). Nowadays, every business whether small or big has their target audiences available on any or multiple digital channels. So, these easily serve as a means to transfer and reach potential clients and a wider range of market. For example, if one has a small business of say handmade soaps, they can easily put and advertise it on social media or make a website of their own to get desired clients. This will help them to outreach mass market and make bigger impacts. But businesses also flourished earlier with ease, then why is it being more focused upon? Let us briefly discuss this in points:
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Online availability of customers
Affordability criteria; cheaper than traditional marketing
Easy learning and accessibility
Global reach
Healthy engagements, and
It is trackable
It is clear digital marketing undoubtedly provides a wider and unique platform for all categories of business owners. With multiple advantages on your plate, it serves as the best deals to showcase your business. As digital marketing is new for business world, it is important to know some tricks and tactics. Although you can reach your customers via multiple options, it becomes necessary to understand that there is not just your brand/company available online but many like you. With so many media channels and companies available how do you reach your audience? What do you do to connect with masses and mark your online presence? Hence, it requires creative and effective marketing strategies. Creative approaches in digital marketing - Building your online presence In today‘s era marketing is all about making your brand visible and accessible. It is about building a strong base for businesses. It is also about reviews and surveys from and through clients. Nowadays, businesses thrive on online presence, reviews, and customer testimonials (Matta, 2019). Also it can be realized that there is not one medium or source of digital marketing but many. Therefore, using it as an advantage we can develop proper marketing strategies to withstand competitions and boost your digital appearance. Let‘s look into it one by one. 1. Identification and personalization State the reason or message for your brand‘s existence. The first step towards successful marketing is always selling your brand by making it personal, even prior to jumping on to the various sources available. It helps in gaining potential audiences and attracts them for your individuality. Hence, to begin with always know the answers to these questions – 36
What does it exist for? What is its role?
What are your strengths and core competencies?
Who are your target groups?
What value does it adds in the desirable sector?
What are the specific categories that it caters to?
How does it stand out from others in the run?
Does it align with any social or environmental responsibility?
These questions and more like these will help to find your purpose and way out. Once, you are ready with these you will start finding the solutions yourself. This will also assist you in finding keywords when you establish your business on different sources. It will help to identify and position your brand in the market. 2. Making a website If you do not have a website yet, you should definitely think about having one. Establishing a website does help in increasing visibility. It is the fundamental step towards promoting strong digital footprint. It adds a sense of professionalism to the business. Customers now look for reliable sources on the internet and google them immediately. Having a website means your business is accessible anytime and anywhere. It also ensures credibility and confirms your genuineness. Customers can find all the detailed information related to your business works. Thus, having a website will surely put you at the forefront. 3. Using the SEO benefit Now, if you have your own website, it‘s easier for people to google search you. But as there is already plenty of fish in the sea, how do people get to you? For this SEO serves as one of the best and most practiced tools. Search engine optimization (SEO) as the name suggests optimizes or simplifies the visibility and look of search result pages. In other terms, it improves appearance and positioning of web pages in organic search results as it is the most prominent way for people to discover and access online
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content. Using effective keywords, links, hyperlinks, images, videos and regular updates on your website will definitely drive traffic to your business (Parachute, n.d.). 4. Content Marketing- Blog posts and Podcasting Developing valuable, intentional and relevant content is the key. As today everyone turns to internet for their own personal researches, a helpful and free content is a good idea to drive them to your website or media account. It sets a healthy foundation for organic search and enhances your SEO. These contents can be shared in form of articles, videos, interviews, podcasts, blogs and many more. Blogging is an important part of any content marketing strategy because it is the part of your site that you will most frequently update with new posts and information to keep readers engaged. It will help build your brand‘s audience. For example, an interior design firm writing a blog about ―Ideas for a lively office space‖ might help them gain potential audiences. As people looking to renovate, reconstruct or design an office space might read and find this blog helpful or even consult them. Thus, creating regular and relevant blogs acts as an added advantage. Similarly, Podcasting also has many benefits as a content marketing tool. It is basically a digital audio file, which one can download or subscribe from websites or any audio channels. It is very engaging for your current customers and even attracts more who are interested in the topic/story. Having discussions with invited speakers or more will surely engage listeners. Also adding your podcasts to other social channels, websites or blogs will allow greater reach and participation from your community. 5. Social networking With over 3.6 billion social media users globally reported in 2020, the numbers only keep increasing. Social media is now one of the most common forms of marketing that has come into play specifically in the last couple of years. Social Medias such as Facebook, Instagram, and LinkedIn have become powerful platforms to give recognition and identity to your brand. Most of the users from all age groups, qualifications, backgrounds, places are available here. Contents, activities, stories are widely shared over here. It is a quick and easy medium to attract customers.
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More importantly, social media is a free avenue; you can create a page for your business and publish it without costing anything (digital, 2021). Also the key here is having your account on at least two or three linked social networks; this extends your chance to connect with larger audiences and possibilities. 6. Collaborations and Cross- promotions Collaboration is also one of the healthiest ways of digital marketing. It does not only help you gain audiences but also helps in building good relationships with your competitors and others in the race. It introduces you to new expertise and trends in the market. It is a win-win situation for both the parties. Moreover, your strategies, campaigns or ideas come stronger with better involvement and outreach. Similarly, cross-promotion is another way of mutual collaborations and advertisements. It provides an opportunity to learn and grow together. Also, it is way cheaper than paid ads or even done for free. It engages more customers as your reference comes through one of their trusted brands. 7. Customer reviews and promotions Customer reviews are a valuable asset in the marketing world. It automatically strengthens your brand‘s loyalty and even helps in analyzing your businesses carefully. It creates brand‘s awareness and improvises your SEO‘s. You will be surprised to know that 89% of the customers won‘t take action until they read reviews. Thus, customer reviews are great ways of promoting your business. You can use them in your ads, share it on social media or simply include them in your blogs. Utilize them as your success stories. 8. Occasional Paid ads If you are at the start of your business, then occasional paid ads are beneficiary for you. Or even if you want to gain a bunch of extra audiences, it will do the job. These are a good option when you have funds and want some audiences to engage to. Take an example of Instagram or
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Facebook ads that comes on your profile, if they are of your benefit you automatically are drawn towards it and tends to follow their page. Now, this can happen with your business as well. Even if you have some seasonal deals, workshops or campaigns, you can always amplify them with occasional ads. 9. Consistency The most successful strategy to any business is consistency. To establish a good hold over digital marketing scheme, you need to regularly post and update your websites and accounts. Regular content creations, frequent online sessions, review assessments, addressing or sending personalized messages, updates on your work will surely put you in the main market. As people today are really interested in all the particulars of what they are investing in. It also will give your brand a personal touch and will show how well invested you are in your work. Hence, consistency will definitely keep you ahead in digital world. Digital marketing thus has exceptional possibilities. There are so many creative and inventive ways now to reach your dream audience. There is a lot more to explore and experiment with these tools. Thus, the more you embrace these changes, the more you grow in your business. References
Anon., 2022. Adobe Experience cloud. [Online] Available at: https://www.marketo.com/digitalmarketing/#:~:text=At%20a%20high%20level%2C%20digital,goods%2C%20services%2C%20a nd%20brands. [Accessed Thursday January 2022].
Anon., n.d. Parachute. [Online] Available at: https://www.parachute.net/insights/top-10-benefits-of-having-a-website [Accessed 2022].
digital, W., 2021. Wow digital. [Online] Available at: https://wowdigital.com/blog/4-aspects-of-digital-marketing/ [Accessed 2022].
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Matta, M., 2019. EduPristine. [Online] Available at: https://www.edupristine.com/blog/importance-of-digital-marketing
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