BRAND KERALA JANUARY 2016

Vol 6 No.1 2016 Jan.15-Feb.14 Pages 44 Price `50

www.brandkerala.biz

A MIRROR TO KERALA’S

BUSNINESS DEVELOPMENT

ISSN 2249244-5

Mr. White BK PLUS

PATA Award for Thekkady I Audi Q7 I State Tourism Award

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January 2016

Vol. 6 No. 01 January 2016 Pages 48 Price ` 50

Editor’s Note

Renewable Energy & Kerala – A missed bus

F

ar from being a romantic dream, renewable energy sources are central to meeting the energy demands that the Fourth Industrial Revolution in the world will bring. Clean energy now accounts for more than half of all new energy supply around the world. To meet climate change and growth targets, around 40% of future energy supply must come from zero-emission technologies.

Experts in this sector warned the challenge has moved from having more renewable energy to having better energy systems. There are distributional challenges that come with the distance between generation sites of wind and solar energy and the load centres. A more systematic approach is required to integrate renewable energy sources into an overall smart grid.

Over the next 25 years, energy demand will increase by more than 80% globally. More renewable energy means more investments in electric grids to manage loads and demands.

As such, huge investments are required across all energy technologies as well as electric grids and distribution systems. There is no silver-bullet solution China has set an ambitious target that 25% of all energy production comes from renewable sources in next five years. China is already a leading exporter of clean energy technology – for instance, more than 60% of the world’s solar panels are manufactured in China.

The next energy transformation requires not just more renewable, but to fully integrate them into the energy system. The world is changing fast. The global leaders and their agenda is revolving around Renewable energy for better world in the future.

When the world is talking and working on Renewable energy including Solar Power, but what’s the situation in our little state. Anything and Everything with related a renewable, revolving around a controversy, the great solar scam. And the future of our state and investment scenario put on hold in this controversy. The future of renewable energy sector itself, scuttled by controversy over solar scam, which is still haunting our government, political and social life. Even a responsible media world in the state can’t avoid the many revealing facts and truths on this scam. Whether, it is right or wrong, something rotten behind the veil. Hope in the near future, Kerala can sort it out, all these issues for a better Kerala and its fast development through a sustainable path. The missed bus is missed forever. But we can navigate through new path and new way of transpiration mode. Let’s hope for the best!

Ravisankar K.V. Editor

January 2016

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Cover Story RNI NO. KERENG 2010/36920 ISSN NO. 2249244-5 Managing Editor : Ravisankar K.V. Executive Editor : Rajani A. Chief Operating Officer : Vinod Rajasekar Art Editor : N. Bhattathiri Layout Artist : Aju T. Managment Executive : Divya N.S. Business & Editorial Contacts : New Delhi : D. Anil Kumar Tel : +91 11-24634248, Mob : +91 98681 23311 Kolkata : Jayasree Singh Tel : +91 33 40051489, Mob : +91 9433060333 Bangaluru : Damadaran K. Menon Mob : +91 9035616040 Hyderabad : Premraj A. Mob : +91 9745598126 Coimbatore : Biju Thomas Mob : +91 9944194037 Pondichery : K.Ramasubramanian Mob : +91 98949 77161

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Mr. White: Ujala Ramachandran _ _ _ __ _ _ _ _ _ _ _ _ _ _ _

News Kerala to set up First Mega Tourism Circuitd_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 23 CDFI teams up with the Grand Kerala Shopping Festival _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ 08

UK-England : T. Haridas 86 Tooting High St. London SW 17 0RN Mob : +447775833754 Germany-Berlin : Thomas Kannankeril Reiseburo Skyreisen, Pots damer Str. 189,10783 Berlin Tel:49-30/82309240, Fax: 49-30/82309241 Editorial & Corporate Office : Brand Kerala Media House Pvt. Ltd. Tourism House, PLRA 12/1 Panikers Line, Sasthamangalam (PO) Trivandrum, Kerala, India, 695 010.

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Silicon Valley Warms Up to ‘God’s Own Country’ _ _ _ _ _ _

Kerala’s rich heritage to Get a Global Audience_ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ 12

No part of this magazine may be reproduced without the written permission of Brand Kerala Media House Pvt. Ltd. All rights reserved. Copyright © 2016 Owned, Edited, Printed and Published by K.V. Ravisankar Tourism House, PLRA 12/1 Panikers Line, Sasthamangalam (PO) Trivandrum, Kerala, India, 695 010. at Amara Kerala Industries, Cochin for Arsha Offset Graphix, Janvilla Line, Vellayambalam Thiruvananthapuram - 695 010.

Cover : Ramachandran M.P. Photo : Murukesh Iyer

Madhuram Malayalam: Beauty and the Music _ _ _ _ _ __ _ 8

January 2016

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CONTENT Culture/Heritage

Kerala Tourism receives PATA award for Thekkady_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ UNWTO Chief to Attend

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Nehru Trophy Boat Race 2016__ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

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Kerala an Embodiment of Tolerance and Progress _ _ _ _ _

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Centre’s Swadeshi Tourism to Benefit 3 Kerala temples _ _ _ _ _ _ _ _ _ _ _ _

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Nishagandhi Puraskaram 2015 for Musician Ilayaraja __ _ __

Intersight, Somatheeram & UDS Kovalam shines at Kerala State Tourism award _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

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24 Automobile

Sketch of Maruti Suzuki Vitara Brezza _ _ _ _ _ _ _39

Beedi causes gastric cancer, finds RCC study _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

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The world’s first solar airport takes off_ _ _ _ _ _ _ _ _ _ _ _ _ _ _28 Finance Minister Jaitley Power, Tax & Land Reforms Imminent _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 30

The all-New Audi Q7 drives into India:Lightweight, Sporty and Powerful_ __ _ _40 January 2016

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Cover News Story

Justice Mr. Sadasivam, Governor of Kerala lighting the lamp a Iringal craft village in the presence of Mr. A.P. Anilkumar, Minister for Tourism, Kerala, Mr. K. Dasan MLA, and Mr. Anil Mohammed, Director, GKSF

CDFI teams up with the Grand Kerala Shopping Festival

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eason 9 of the Grand Kerala Shopping Festival (GKSF), was a great success with the whole hearted support of Traders and sopping enthusiast.

Maruti, Samsung and Bata and Uber taxi service were cooperating with GKSF. Consumers can avail themselves of `300 discount by giving promo code ‘GKSF 2015’ on Uber App.

A month after the commencement of the Grand Kerala Shopping Festival (GKSF) Season 9, over 75 lakh coupons have been sold and registration of shops has reached 20,000 mark. Ernakulam and Malappuram districts have topped in coupon sales. The coupon sales saw such an increase with the coordination of Kerala Vyapari Vyavasaya Ekopana Samithi, said, Mr. Anil Mohammed, Director of GKSF.

The ninth edition has a “digital payments” flavour and the slogan “Use card instead of Cash”. The event, supported by the Centre for Digital Financial Inclusion (CDFI), has seen over 2 lakh digital coupons being purchased so far by the GKSF Digital Banking Partners viz. Federal Bank and the State Bank of India.

He said that more brands, including 10

January 2016

Mr. Anil Muhammad, Director, GKSF said, “Adding the digital flavour has been one of the many new dimensions we tried to bring in this sea-

son. Introduction of digital coupons for Banks with participation coming from Federal Bank and State Bank of India has become a big differentiator. Every bank customer gets an additional digital coupon issued by the bank by SMS, if the purchase is made using the Bank’s debit card instead of Cash.” Director GKSF added that “Govt of Kerala and CDFI will be jointly hosting a seminar in Trivandrum in the first week of Jan 2016 to discuss the Digital Payments initiative with invitees including officials from NPCI, RBI, Department of Financial Services etc.”

The Chief General Manager of SBI, LHO said “We have made significant investments in promoting digi-

tal payments this season-Merchant on-boarding for new mPOS (mobile Point-of-Sale) terminals is happening at an unprecedented pace.” Federal Bank customers have also hugely benefited from the scheme.

Mr Krishnan Dharmarajan, Execuive Director CDFI said, “It is exciting to hear that cashless shopping has become a reality in Kerala. The State is certainly showing the way forward to the nation in promoting digital payments. GKSF’s approach has served to achieve the twin objectives around digital paymentsmore retail mercantile enterprises are deploying the digital payments infrastructure; and more and more customers are opting for digital payments incentivized by digital coupons issued by their banks.”

The 60-day festival that began in 2007, manages to draw tourists as well as residents to shop in Kerala with novel initiatives and exciting prizes, both for shops and shoppers.

It is a time for discounts at hotels, offers from big brands and fun-filled events, the idea being to make Kerala an important international shopping destination.

According to The Centre for Digital Financial Inclusion, they always believed that there is a strong case to give incentives to customers that could change consumer behavior and incentivise them to opt for cashless transactions. “Promoting Cashless Transactions through a Rebate on Income Tax”, a paper published

by Executive Director, CDFI argues that a small tax incentive to taxpayers making their payments in cashless mode, could greatly enhance the drive towards a cashless society.

In previous editions of the festival, there were no incentives for consumers to go cashless. Merchants do not encourage such transactions, due to potential tax implications as also due to the nominal charges pay-

Mammoptty extends support for

“Shop for others” campaign W

ell known Cine Actor Mammootty said the scheme ‘Avarkkayi Namukku Vangam’, propaable to banks towards maintaining the payment infrastructure. Consequently, customers are encouraged to pay in cash. With banks bearing the cost of free cash withdrawal under RBI guidelines, there was clearly no incentive for the consumers to go electronic and every incentive to deal only in cash. A transparent cashless economy increases accountability and efficiency of the payments system, as well as saving on the high costs of handling cash. As per a report, this cost touches INR 21,000 crore annually. Cashless transactions also reduce avenues of tax evasion.

GKSF going digital will further advance the establishment of a digital payment infrastructure in Kerala.

The push for 100% cashless/digital payments is a natural extension of the State’s current achievements such as 100% literacy, 100% broadband connectivity in Gram Panchayats, 100% DBT transfer and recent declaration as the First Digital State.

gated as part of the GKSF season 9, was a great idea and should be extended all across the state. The actor told Tourism Minister A P Anil Kumar that it was the poor people who understood their plight better than the rich. The schemes like sponsoring one item on buying another from a shop is attractive, he said. In foreign countries there were similar schemes, and Mammootty said he found them much attractive as they were giving them for goods such as branded shoes.

Mammootty, however, bought handloom cloths and handed them over to the Tourism Minister at a fucntion held at Ramanilayam, Thrissur recently. “Once Mammootty becomes part of the ‘Avarakkayi Namukku Vangam’ scheme, it will get more visibility and acceptance among people,” said Minister Anil Kumar. Mr. K M Anil Muhammed, Director of GKSF has welcomed the gathering.

“Once Mammootty becomes part of the ‘Avarakkayi Namukku Vangam’ scheme, it will get more visibility and acceptance among people,” said Mr. A.P.Anil Kumar, Minister for Tourism, Kerala

January 2016

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News

Silicon Valley Warms Up to

‘God’s Own Country’ K

erala’s iconic cultural expressions, much loved across the world for their centuries-old artistic creativity and content, captured the imagination of corporate leaders attending a ‘Kerala Evening’ in the world’s high-tech capital in California recently.

Silicon Valley, which is home to the world’s top technology companies, revelled in the cultural festivities as corporate leaders and executives were held spellbound by the pristine beauty of

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January 2016

the backwaters and beaches of ‘God’s Own Country’.

Kathakali and Kalaripayattu performers enthralled a packed venue of the event organised by Kerala Tourism at the Silicon Valley’s Palo Alto, which gave birth to tech giants like Google and Facebook.

“It is a significant day in the history of our state’s tourism sector,” said Mr. A P Anilkumar, Mister for Tourism, Kerala.

“The United States is a key market for Kerala Tourism. In-bound tourism from America to Kerala has grown about 40 per cent in the past two years,” Mr. Anilkumar said.

“Our first-ever corporate meet in the Silicon Valley is a crucial step towards further increasing those numbers,” he added.

The executives of several hightech companies in Silicon Valley attended the corporate meet at the Four Seasons Hotel in East

News Palo Alto addressed by Mr. G Kamala Vardhana Rao, Principal Secretary of Kerala Tourism.

Tourist arrivals from the United States have registered a 39.24 per cent growth during 2012-14.

In 2014, the number of American tourists who visited Kerala was 76,616 compared to 55,741 in 2011.

“The Silicon Valley can show to the rest of America the benefits of investing in our state,” the Minister said.

The Kerala Tourism event was intended to introduce Kerala as a destination to the companies in the Silicon Valley and also to portray the state as an investorfriendly destination. Apart from the destination promotion, the Principal Secretary also presented on behalf of Kerala State Industrial Development Corporation (KSIDC) the various investment opportunities available in the state.

Valley to spend their holidays in Kerala.

nies to come to God’s Own Country during the ‘Visit Kerala Year’.

“Kerala is growing as a destination for corporate leaders and executives around the world because of its beautiful as well as peaceful locations to talk and do business,” said the Tourism Principal Secretary, who had earlier wooed the CEOs of top Japanese companies.

“We want to invite the management of MNCs to Kerala for corporate retreats,” he said.

“There is no better place than Kerala for the Silicon Valley executives to come and relax and even work,” Shri Rao said.

He said the focus was on the employees of Silicon Valley compa-

“With a large concentration of highly qualified software professionals and entrepreneurs, Kerala is an ideal destination for investment by the Silicon Valley companies,” he added.

The Kerala Evening was also marked by the screening of Kerala Tourism’s global marketing campaign films portraying the village life experiences in the state.

Apple and Facebook have met their match in Kalaripayattu and Kathakali.

Over 50 companies participated in the event attended by the American media. Among those who addressed the gathering were Mr. Venkatesan Ashok, India’s Consular General in San Francisco, and City Council member Ms Catherine Carlton, who spoke on the ‘Kerala Experience’.

Confederation of Indian Industries (CII) Country Head for the United States and Canada, Ms Sumani Dash, was also present.

Mr. Rao, who made a presentation on Kerala as a top tourism destination in the world, invited the technology community in California to come visit the state as well as invest in Kerala’s progress.

He said the main objective was to attract the hundreds of executives at companies in Silicon January 2016

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Kerala’s rich

Global T

he fabled nature, culture, and cuisine of ‘God’s Own Country’ is all set to receive a global audience in the New Year with two of the biggest television channels in the world arriving in Kerala to host shows dedicated to the state.

FAM trips for renowned travel writers, journalists, TV crews and tour operators. As the New Year begins, we are privileged to host shows in two of the most popular channels abroad,” said Mr. AP Anilkumar, Minister for Tourism, Kerala.

The crews of BBC World from the United Kingdom and NTV Broadcasting Company of Russia are setting up the broadcast of their shows at the invitation of Kerala Tourism. The shows will be beamed around the world informing an international audience about the abundant nature of the state as well as its culture and culinary delights.

BBC’s travel programme is telecast globally to its over 77 million viewers. The BBC World team with the program Editor Mike London, Producer Dawn Layke and Presenter Henry Golding have already arrived for a six-day tour of Kerala for showcasing the state’s backwaters, home stays, village life experience, and culture to be captured in Alappuzha and Kochi.

Both the shows, named The Travel Show on the BBC World and Let’s go, let’s eat on NTV will be shot in different parts of Kerala as part of the familiarization (FAM) trips organised by the Kerala Tourism. NTV is the largest private TV company in Russia.

“Kerala Tourism regularly organises 14

January 2016

In order to highlight the aspect of Responsible Tourism (RT), the TV crew will capture the details on shell collection in Alappuzha. They will also spend some time in Kochi to study the nuances of Kathakali make-up.

Kerala Tourism will organise a coco-

nut climbing competition, which will also be filmed by the television crew.

The competition will be held in two parts – the first part between traditional climbers and the second being men versus machines. The competition will highlight the use of traditional methods of climbing and that of men who climb with the help of machines.

The BBC team is arriving in Kerala at Tourism Secretary Mr. G Kamala Vardhana Rao’s personal invitation during his visit last year to London where he had met with British members of Parliament to discuss promoting tourism in the state and investments in the state tourism sector. He had also visited the BBC office in London.

“We are extremely happy that they have accepted our invitation,” said Mr. Rao. “I see this as a golden opportunity to market our state internationally,” he added.

News

heritage to Get a

Audience

BBC, Russian TV to broadcast from the state this month “Considering the increasing numbers of Russian visitors to our state, the NTV decided to explore our varied culinary practices for the benefit of their citizens,” the Secretary said.

With an audience of over 30 lakhs, NTV covers around 99.2% people of Russian population and the Commonwealth of Independent States (CIS) countries. The team of NTV’s new culinary and ethnographic project will be in the state from January 15 to 18 will cover places like Kochi – mainly the Jews street in Fort Kochi, RT activities in Kumarakom and tourist destinations like Varkala and Thiruvananthapuram.

The NTV team will be headed by the producer and director of the show, Abramov Alexander with the presenter, John Warren. The others in the team include the scriptwriter Yuzefova Violetta, and the cameramen Markin Artem and Pan Lev.

January 2016

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News

Dr. Shashi Tharoor MP launching the video of Madhuram Malayalam. (from right) Mr. GS Rajmohan (Marketing Manager, KTDC), Mr. Koshy Thomas (Vice President- Asianet Satellite Communications) , Mr. Vijayan Thomas (Chairman, KTDC) , Mr. Sherrin Varghese (Madhuram Malayalam director/actor), Actress Ms. Shruthy Menon, Costume Designer Ms. Shobha Ashwin and Mr. Georgy Samuel from World Malayalee Council are also seen

Madhuram Malayalam:

Beauty and the Music Shashi Tharoor launches Kerala Tourism music video The breathtaking beauty of Kerala can now be enjoyed with a touch of music.

K

erala Tourism, along with Kerala Tourism Development Corporation (KTDC), has joined hands with the renowned Malayali singer and actor Sherrin Varghese to launch a music video, ‘Madhuram Malayalam’.

The music video, which has the single ‘Madhuram Malayalam’, carries the message of keeping Kerala green and maintaining the scenic beauty and cultural heritage of the state to attract tourists around the world.

This video, which captures the 16

January 2016

beauty of the 14 districts in Kerala has wonderful visuals combined with a beautiful story,” said Dr Shashi Tharoor MP, who launched the video at function in the state capital today.

He appreciated the simple lyrics that “even a Non-Resident Keralite (NRK) could understand and sing”.

“As an NRK, I could establish a career in Kerala only in the later stage of my life, but Sherrin, the director and actor in the video has made an impact with the Kerala audience and I appreciate that,” said Shri Tharoor.

Kerala Tourism and KTDC were involved in the production of the video.

“It took me nearly six months of pre-production and planning with Georgy Samuel from World Malayalee Council in Abu Dhabi and I am happy that all that hard work by me and my crew, has been rewarded with a splendid video which will feature Kerala in its fullest glory and pride in a very unique way,” said Sherrin Varghese, the Mumbai-based musician, singer, actor and a celebrity DJ. “Kerala’s beauty is aptly captured in

News the video. It is the best promotional video I have watched till date,” said Mr. Vijayan Thomas, Chirman of KTDC. The video has featured never-before-seen stunning locations and exciting visuals of Kerala. The video shows a couple, who really don’t know each other independently checking-in their photos on the map of a Kerala GSP app, leaving alphabetical clues in the shape of a “Pookalam” at vantage tourist destinations across all 14 districts for each other.

“The end has them coming together at the same location with the help of these clues cinematically sealing their destiny and the alphabetical clues stitched together form the phrase ‘God’s Own Country’,” Sherrin added while describing the video.

Sherrin said that they have tried

to showcase the natural beauty of the state with a helicam, unlike other promotional videos of Kerala, which shows the state’s symbols like Kathakali, Kalairipayittu and Mohiniyattom.

Bass was composed by noted TV personality, G S Pradeep, while he participated in the reality show, Malayalee House. The video, directed by Sherrin, also features anchor-actor Shruthy Menon.

Also, a partner in the boy band ‘A Band of Boys’ formed in 2001, Sherrin said he was looking forward to the success of the video and every Malayalee would love it and be beaming with pride.

“As the name suggests, Malayalam itself is Madhuram and it’s really a great effort by Sherrin to feature Kerala with an unconventional approach like no one else before,” said Mr. PI Sheik Pareeth, Tourism Director while responding to the video launch.

Sherrin became a celebrated YouTube personality with the success of his music video, Adipoli.

Mr. GS Rajmohan, Marketing Manager of KTDC, Mr. Koshy Thomas, Vice President of Asianet Satellite Communications and Ms. Shobha Ashwin, Costume Designer were also present on the occasion.

The song, #MadhuramMalayalam, from Sherrin’s album Dravidian

“The video by all means depicts the real beauty of Kerala and the title itself is so catchy and unique,” Mr. Pareeth said.

“Madhuram Malayalam” is available on the youtube link, https:// youtu.be/RuuV5TEpsUM and all the mainstream channels such as Asianet, Kappa TV, Kairali TV and Sun network.

January 2016

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News

Kerala Tourism receives

PATA award for Thekkady K

erala Tourism has been awarded for its tremendous efforts in making the eco tourism location Thekkady the top emerging location in the world.

Mr. G Kamala Vardhana Rao, Kerala Tourism Secretary received the Pacific Asia Travel Association (PATA) CEO Challenge 2015 award at a gala ceremony held during the opening day of the World Travel Mart (WTM), London.

“The award has given us the opportunity to showcase the new tourism products and packages developed in Thekkady under the Responsible Tourism project to a global audience,” said Mr. Rao. Mr. Taleb Rifai, Secretary General, United Nations World Tourism Organisation was among those present at the award ceremony.

who received the prize from PATA CEO Mario Hardy and TripAdvisor vice-president Martin Verdon-Roe.

note address at the event. A host of global travel and tourism industry leaders were present on the occasion.

The award is in recognition of the pioneering Responsible Tourism undertaken in Thekkady by Kerala Tourism. Thekkady won the Top Emerging Destination award in the category for two-tier/threetier cities while Albay in the Philippines received the award for regions/states/provinces.

“The Responsible Tourism Initiative of Kerala Tourism in Thekkady, implemented through Kerala Institute of Tourism and Travel Studies (KITTS), has developed new tourism products and packages in partnership with the local community and tourism industry,” he added.

Kerala Tourism had earlier won the National Tourism Award for 2015 for its innovative Responsible Tourism project in Thekkady.

The awards were presented on the occasion of the PATA Aligned Advocacy dinner at the WTM, London, an event organised to focus on the importance of public-private partnership in the sustainable development of emerging destinations in the world.

Under the PATA CEO Challenge 2015, global travel site TripAdvisor will work with Kerala Tourism to develop and create a 500,000-dollar digital marketing campaign to showcase Thekkady to a global audience. Kerala Tourism will also receive free stand space at the PATA Travel Mart 2016 in Jakarta during September 7-9 next year and invitation to the PATA Annual Summit in Guam, United States in May 2016.

“The award has given us the opportunity to showcase the new tourism products and packages developed in Thekkady under the Responsible Tourism project to a global audience,” said Shri Rao, 18

Mr. G Kamala Vardhana Rao IAS, Secretary, Kerala Tourism receiving the Pacific Asia Travel Association CEO Challenge Top Destination Award for Thekkady from Mr Mario Hardy, CEO, PATA at a gala ceremony on the occasion of the PATA Aligned Advocacy event in London. Also seen is Mr. Martin Verdon-Roe, Global Vice President, TripAdvisor and Dr. Rajashree Ajith, Director, KITTS, Nodal agency for Responsible Tourism in Kerala

January 2016

Philippines Tourism Minister Mr Ramon Jimenez Jr. delivered the key-

Dr. Rajashree Ajith, Director, KITTS and Vice President of the Affiliate Members of United Nations World Tourism Organisation in Asia Pacific Region was also present during the award ceremony.

Mr. Taleb D Rifai, Secretary General of United Nations World Tourism Organisation (UNWTO) and Mr. G Kamala Vardhana Rao IAS

UNWTO Chief

to Attend

Nehru Trophy Boat Race 2016

T

he famed snake boat race of ‘God’s Own Country’ has bowled over the visitors to the influential World Travel Mart in London with the United Nations global tourism body chief leading the list of those who want to watch the Nehru Trophy event in 2016.

Mr. Taleb D Rifai, Secretary General, United Nations World Tourism Organisation (UNWTO) said “I am fascinated by the story of the boat races and I would love to watch the action live in Kerala, after visiting the Kerala Tourism

pavilion at the ongoing WTM, London themed on boat races of the state”.

“We are deeply encouraged by the endorsement of our famous boat races by the UNWTO chief at a significant global stage like the WTM and it underlines our status as a top tourism destination in the world”, said Mr. A. P Anil Kumar Kerala Tourism Minister.

“We are confident that the tremendous response to our tourism products at the WTM will contribute to the growth of for-

eign tourist arrivals in our state in the coming months. As our biggest foreign market, the United Kingdom offers us the best possible global platform to familiarize our destinations” said Mr. G. Kamala Vardhana Rao, Secretary, Kerala Tourism.

The 120-sq meter stand of the state tourism department drew a large number of visitors to the world’s leading travel and tourism show, attended by more than 5,000 exhibitors from nearly 190 countries.

January 2016

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Cover Story

Mr. White: Ujala Ramachandran Journey of success Moothedath Panjan Ramachandran, Chairman and Managing Director of Jyothi Laboratories, popularly known as Ujala Ramachandran, left Kantanassery a remote village near famous temple town of Kerala, Guruvayur for Mumbai to do his postgraduation in financial management and started his career as an accountant there in 1971. He started Jyothy Laboratories in 1983 with a capital of Rs. 5,000 with a single product, Ujala, and five employees. Now he is one of the successful entrepreneurs from Kerala who is the founder chairman and managing director of Jyothy Laboratories Ltd, the fifth largest FMCG company in India with around Rs3,000 crore in revenue— not bad for a company with an initial capital of Rs 5,000.

In a pristine white shirt, matching trousers and white leather shoes he can be easily mistaken for a movie producer from South Indian film industry or an ardent fan of Musician Mr. K.J. Yesudas. He had a humble beginning and not from an affluent family but his hard work, strong determination and self confidence made him a successful business man.

Conquered the market JLL mainly concentrate on rural areas of India of which 60% are women workers. “There is no distance between employee and employer and they are free to share their thoughts, suggestions or feedback. They are committed and work towards the success of the firm. Team work is the success mantra of the company” he feels. Ujala has since grown into 20

January 2016

Ramachandran M.P. CMD, Jyothi Laboratories the country’s largest fabric whitener brand. According to India Info line Ltd, it has a 72% share of a market worth Rs400 crore. Much of this growth came after 1997 when Ramachandran, in a burst of uncharacteristic aggression, bet the house on the brand.

Widened the spectrum

product

Today more than 5,000 people are working here and it has a group turnover of over 1,500 crore. JLL has diversified its operations in the areas of Fabric care, household insecticides, incense sticks and personal care products. Now it has become a multibrand company manufacturing and marketing fabric whiteners,

“Our primary advantage is being in the same category for the last so many years, knowing how to produce those products very efficiently and having gathered so many factories across the country, I do not need anybody from Henkel.

Collectively, I hold the 475 people responsible for incurring a loss of Rs435 crore.”

Cover Story mosquito coils, soaps, detergents and incense sticks. JLL has wide array of products such as Ujala, Henko, Mr. White, Maxo, Exo, Pril, Margo, Fa, Jeeva and Maya. Today 37% of Indian households use Ujala. “The products are reasonably priced, conveniently packaged, extensively distributed and supported by strategic communication make products popular among customers.” Mr. Ramachandran says. The company which witnessed huge investments from foreign investors like Baring and Actis has a market capitalization in excess of USD 350 million today.

Wider reach and Maintain good harmony among

workers The company has 34 factories across the country and one in Bangladesh.

Ujala products are exported to 17 countries. He visits all the factories which are spread across India at least once a year and spends more time with the employees, motivate them and enquire about their welfare.

He always tries to maintain healthy employer-employee relationship.

Good Teamwork is behind the success of the company. In 1997, Jyothy Laboratories’ revenue was around Rs100 crore and he decided to invest in the Ujala brand. The huge advertising budget of 36 crore and a catchy jingle

“I feel like a fish out of water,” says the unpretentious Ramachandran, when asked why he doesn’t wear anything apart from white.

Ramachandran’s fascination for white is how Ujala actually came into being. Since he washed his own clothes, he knew exactly what the consumer would want from a fabric whitener. He strived each time to get a better shade of white until he got the perfect dazzle. Today, Ujala commands a 70% share of the fabric whitener market.

The brand has annual turnover crossed 1500 crores.

January 2016

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Cover Story made retailers across the country started demanding Ujala and retain the market.

Entered into laundry retail chain The Jyothy Laboratories has launched a laundry retail chain—the man himself calls it “fabric spa”—in Bangalore, Jyothy Fabricare Services, and plans to take this national.

It’s a business India’s largest consumer products firm Hindustan Unilever Ltd (HUL) flirted with before abandoning, but Ramachandran is convinced Jyothy can leave its mark on the business, much like it has done in the other categories in which it operates.

The laundry business, however, is being tested in Bangalore, because the city has a lot of young working couples. Designer clothes and sarees are air-freighted from other cities to Bangalore and the business will target the mass market. Jyothy’s employees will collect dirty clothes from customers at their doorstep, and deliver them after they have been cleaned.

The firm has invested Rs30 crore in a hi-tech laundry in Bangalore. For a fixed fee, the company will take care of the laundry needs of a family for

a month. Clearly Ramachandran is unfazed by the failure of others, including HUL, to crack the code of the laundry business.

Takeover of ‘HENKEL INDIA’ JLL recently acquired 50.9% in the beleaguered Henkel India for Rs.118 crore in a deal that attracted criticism but the latter was convinced that it was right move for a nearly there decade old company. By acquiring Henkel India, Jyothy which has been so far a debt free company has taken Rs 400 crore as debt on his books. 70 % of sales of JLL come from rural India. For Henkel its reverse as 70 %of its sales is from urban India Though the FMCG Company has always followed a conservative outlook, acquiring Henkel was not an impulse decision. Though Henkel is a loss making company but the brands are very strong as per audit. Jyothy has a good portfolio fit with Henkel which has brands like Pril, Margo, Henko and Fa. His next move is to start manufacturing Henkel’s brands in Jyothy’s 28 manufacturing facilities which are spread across India. But it has a tough competitor to guard -Hindustan Unilever

which would watch it’s every move.

The company is already adapting a new branding strategy and their priority will be Henko champion and Mr. White which are the largest contributors to Henkel’s business. The acquisition of Henkel India can provide new opportunities for Jyothy laboratories to flourish. The challenge for Jyothy is to display the same intensity of effort behind the Henkel brands. In many ways it’s a bold acquisition which takes the company out of its comfort zone.

The good news is that if the Henkel brands have any chance of succeeding they will need the kind of energy and focus that Jyothy has brought to its brands.

Advice to new generation He is an ideal example for new generation those who wish to enter into business field. He says “there are no short cuts to success and there are no easy ways to sustain long”. Focus on core business, be confident and keep innovating. Failures are nothing but stepping stone to success and does not give up hope. As consumer is the king in the market, give more stress to consumer oriented products.

“It is like putting a hook on to a shark and riding the boat along with the shark, you can say. I got a good fish, but if it drives you, you can go out of control,” “Chairman and I are capable of running the business alone for another 10 years, but after that it will be difficult to hand over to somebody because our own hands will be shaking. The idea is to go handsoff when we are capable of returning to hands-on again, (if something goes wrong)” 22

January 2016

Cover Story

Touching new heights At the age of 76, the founder of JLL is still very active in his business and his vision is to make JLL an Rs.10, 000 crore company by 2020. His dream is to grow, over the next 25 years, trying new products and one of India’s largest consumer goods company rivalling multinational firms such as HUL in terms of revenue. From a one-product company, Jyothy Laboratories has managed to become a consumer products firm with several successful brands. Ujala now accounts for only one-third of the company’s revenue.

K Ullas Kamath, Deputy Managing Director, Jyothy Laboratories Ltd It was December 1990, when Kamath met Ramachandran for the first time. “He was wearing an absolutely perfect white shirt and a white dhoti,” remembers Kamath. He seemed like a “karmayogi” to Kamath. That’s when Kamath was inspired to wear white shirts to work. Kamath says this decision has changed his life in many ways than one. “Historically, white is known for purity and honesty, and the poorest of the poor wear white. It is the symbol of a common man,” says Kamath.

“A dull white shirt can make you seem unwell, where as a bright white shirt will make your productivity go higher,”

K Ullas Kamath, Deputy Managing Director, Jyothy Laboratories Ltd “I was looking at the girl (Henkel India) for five years. But the father-in-law (parent Henkel AG) was too demanding. They wanted us to be a part of their family, become a ghar-jamai.”

On their journey to Henkel’s headquarters in Dusseldorf, Germany

January 2016

23

Cover Story

Ms. Jyothi Ramachandran, Director - Jyothy Laboratories Ltd.

Jyothy Laboratories Q3 FY16 Net Profit increases by 47.4% to Rs 38.99 crore

J

yothy Laboratories Ltd (JLL) has released its Q3 FY16 report, which shows a Net Profit of Rs 38.99 crore, as against Rs 26.46 crore; up by 47.4%.

ber 31st, 2015 was at 14.8% as against 12.6% reported in 9M FY15. The company reported EPS of Rs 6.75 as against Rs 5.20 of previous year.

The company reported Net Sales of Rs 384.79 crore for the quarter ended December 31st, 2015 as against Rs 356.37 crore for the corresponding quarter last year, a rise of8%.

The EBIDTA margin for the quarter was at 13.9% as against 13.5% reported in Q3 FY15.

Revenues of Soaps and Detergent business, which includes brands like Ujala, Henko,Exo,

For the nine months period, JLL reported Net Sales of Rs 1,199.52 crore compared to Rs 1,109.18 crore during the corresponding fiscal last year, a rise of 8.1%. Net Profit for 9MFY16 stood at Rs 122.34 crore compared to Rs 94.06 crore; up 30.1%.

The EBIDTA margin for the nine months period ended Decem24

January 2016

Pril, Margo, Mr. White and Chek stood at Rs 287.25 crore in Q3 FY16 compared to Rs. 276.81 crore in Q3 FY15, up 3.8%.

Home Care, which includes mosquito repellent Maxo, Incense sticks and Exo scrubber, witnessed revenues to the tune of Rs 81.94 crore in Q3 FY16 as against Rs

65.50 crore during the same period last year, up 25.1%.

Commenting on the results, M P Ramachandran, Chairman & Managing Director, Jyothy Laboratories Ltd said, “Q3 FY16 has been a good quarter for us.

With increased investment in our brands and differentiated product offering we are well poised to strengthen our position in the market.

The next year is expected to see a host of brand activities from the house of Ujala. We will also continue to invest in our power brands to improve consumer mindshare and capitalize on our new offerings.

Courtesy: www.exchange4media.com

News

Kerala to set up

First Mega Tourism Circuit O

ne among the major Mega Tourism Circuits in the country will be developed in Kerala with the centre approving the state tourism department’s proposal for creating world class infrastructure in the Gavi-Vagamon region.

Mr. A. P. Anil Kumar, Kerala Tourism Minister said, “The 150-km long circuit will have a host of new facilities such as trekking, archery and rock climbing. It will be among the first such tourism projects to be built under the new Swadesh Darshan scheme of the Union Tourism Ministry. Other projects under the scheme include the Buddhist and Himalayan circuits”.

“The Gavi-Vagamon project will have an expenditure of Rs 95 crore, funded by the Union Tourism Ministry. We are happy to announce that the empowered committee has cleared our proposal to develop a Mega Tourism Circuit in the PathanamthittaGavi-Vagamon-Thekkady region focussed on eco-friendly tourism. The development of a Mega

Tourism Circuit will not only create tourism infrastructure with global standards, but also lead to creation of jobs and livelihoods for the people of our state and growth of our local communities” he added.

“We are confident that the Pathanamthitta-Gavi-VagamonThekkady Mega Tourism Circuit will become a model of eco-friendly tourism in the world. As a picturesque region, the new circuit will certainly help in further increasing the number of domestic and international tourist arrivals in our state,” said Mr. Anil Kumar.

The state tourism department had submitted a proposal for the circuit estimated at Rs 200 crore.

Under the sanctioned project, Rs 30 crore will be spent for Pathanamthitta and Gavi and Rs 65 crore for Vagamon and Thekkady.

Mr. P I Sheik Pareeth, Kerala Tourism Director said, “The project would extend from Angamoozhy in Pathanamthitta to Vagamon covering about 150 km. The main

components of the project include destination development, tourist facilities and security for visitors”.

Facilities for trekking at view point, boating surveillance camera, security arrangements, eco-friendly accommodation and adventure sports activities will also be developed in the area.

In Vagamon-Thekkady area, there will be exclusive development of adventure tourism activities like buggy walks, shooting arena, archery arena, paint ball arena, Burma bridge, trampoline walk, rock climbing, multiline walk and earthquake walk.

Cycle tracks and amphitheatre will also be developed in the area. Drinking water and lighting arrangements will be built in the area along with curio shops. A 6-km nature trail along the pain valley forest will be another attraction. A new cultural centre will also come up in Kadammanitta while eco-lodging facilities are also planned in Peerumedu.

January 2016

25

News

Intersight, Somatheeram &

UDS Kovalam shines

at Kerala State Tourism award

K

ochi-based Intersight Tours and Travels received the State Tourism award for the Best Inbound Tour Operator to Kerala from Mr. Ommen Chandy, Chief Minister of Kerala in a colourful function held at Vivanta by Taj, Thiruvananthapuram.

The winners for Best Three Star, Four Star and Five Star Hotels are Alappuzha’s Marari Beach, Kovalambased Uday Samudra Leisure Beach Hotel and Spa and the Kumarakom Lake Resort respectively. The Raviz Hotel’s Leela Kovalam is the Best Five Start Deluxe Hotel. Coconut Lagoon in Kumarakom won for Best Heritage Hotel.

Chief Minister distributed award for the 27 winners in three categories, were selected by a jury chaired by the Tourism Secretary from a short list drawn up by an expert committee.

26

January 2016

Mr. Rajasekharan Nair, Managing Director and Ms. Karthika Nair. Executive Director of Uday Samudra group Kovalam receiving the Kerala State Tourism award for Best 4 star Hotel from Mr. Oommen Chandy, Chief Minister of Kerala in the presence of Mr. Sheik Pareed IAS, Director of Tourism, Mr. G Kamala Vardhana Rao IAS, Secretary, Kerala Tourism and Mr. A.P. Anilkumar, Minister for Tourism, Kerala

Mr. Baby Mathew Somatheeram, CMD and Mrs. Sara Mathew, Director of Somatheeram Ayurveda group receiving the Kerala State Tourism award for Best Ayurveda Centre from Mr. Oommen Chandy, Chief Minister of Kerala in the presence of Mr. G Kamala Vardhana Rao IAS, and Mr. A.P. Anilkumar

News

Somatheeram Ayurvedic Beach Resort bagged the Best Approved & Classified Ayurvedic Centre title. The Best Approved & Classified House Boat Operator is Rainbow Cruises, while the Best Approved & Classified Homestay is Coconut Creek Farm and Homestay in Kumarakom and the Best Approved & Classified Serviced Villa is Munnar’s British County.

Student Coordinator of Tourism Club.

Sanal Kumar A G from Paravur and Ganeshan S from Alappuzha are Best Tourism Police, while Virjin S from Thiruvananthapuram and Charlson P from Kannur are Best Tourism Lifeguard.

Kannur’s Ajayakumar N R is the Best Tourism Guide. The Best Tourism Destination is Wonder La in Kochi.

This year, a new certificate of recognition for a new initiative among service providers was announced. That went to Malappuram’s Teak Town Serviced Villa.

Kovalam Vivanta by Taj’s Mathew C Thomas is the Best Hotel Manager. The Best Tourism/Hotel Management Institute is Oriental School of Hotel Management, Wayanad.

The Waterworld Live Museum at the Main Boat Jetty in Ernakulam is the Most Innovative Project in Tourism, while the Somatheeram Ayurveda Group won for the Most Innovative use of IT in Tourism.

Ourland Island Backwater Resort in Punnapra has been recognised for Best Practices in the field of Responsible Tourism. Kochi’s Kalypso Adventures won for Best Adventure Tourism Operator. Tirur’s PPTMYHSS Cherur won for Best Tourism Club, while Abdul Hameed of the same school won for Best Teacher Coordinator of Tourism Club.

Danish C from Malappuram’s MUA College took the title of Best

Mr. Abraham George, Managing Director and Mr. Krishna Chandram, Vice President, Operations of Intersight Holidays Cochin receiving the Kerala State Tourism award for Best Tour Operator from Mr. Oommen Chandy, Chief Minister of Kerala in the presence of Mr. G Kamala Vardhana Rao IAS, Mr. A.P. Anilkumar, Minister for Tourism, Kerala and Mr. V.S. Sivakumar, Minister for Health, Kerala

Mr. Ravikumar, General Manager of Wonderla receiving the Kerala State Tourism award for Best Destination in Kerala January 2016

27

News

Beedi

causes gastric

cancer, finds RCC study

Beedi, which has for long known to be a source of cancers of lung and oral cavity, is proven to be a causative risk factor for gastric cancers as well. The first cohort study on the subject in India conducted by Regional Cancer Centre (RCC) and published in a recent issue of the prestigious World Journal of Gastroenterology shows that beedi smokers have an elevated gastric cancer (GC) risk as compared to never smokers.

here today said, “Detailed analysis conducted as part of the current study revealed beedi as a major causative factor for gastric cancers. The study explored at

length the association between GC and various types of tobacco and alcohol use.”

Beedi smoking was found to in-

The study ‘Gastric cancer risk in relation to tobacco use and alcohol drinking in Kerala, India’ carried out in Karunagappally in coastal Kollam covered 65,553 men between the ages of 30 and 84 during the 1990-2009 period.

Dr Paul Sebastian, Director, RCC also the principal investigator and co-author of the study while addressing a press conference

Dr. Jayakrishnan, Dr. Paul Sebastian - Director, RCC and Dr .P. Jayalekshmi of RCC addressing the media 28

January 2016

crease the risk of GC among never cigarette smokers more evidently with a relative risk (RR) of 2.2.

“Earlier studies in Karunagappally have proven that beedi is a causative factor of larynx, pharynx, and oesophagus,” Dr Sebastian said while welcoming additional studies in this regard.

He also called for targeted awareness about the harms of beedi and tobacco use among vulnerable groups coupled with WHO-recommended rate of taxes to curb consumption besides stricter enforcement of tobacco control laws in the light of these study findings. The World Health Organisation has said that tobacco taxes should be to the tune of 65-70 percent of retail prices.

“The burden of cancers, especially preventable cancers such as those from tobacco use are on the increase in Kerala and immediate measures are needed for the well-being of our people, especially the poorer sections,” Dr Sebastian added.

2.0 and 1.8 respectively for developing gastric cancers as against the risk of never-beedi smokers.”

RR is a statistical measure that explains the probability of developing a disease; higher the RR, higher the risk.

“During the period from 1990 to 1997, every resident of Karunagappally taluk was surveyed for socio-demographic and other lifestyle-related factors as a part of the investigation. A detailed questionnaire was used to elicit factors such as household socioeconomic status, religion, education, income, and occupation along with lifestyle factors such as smoking and drinking habits, and dietary practices,” Dr Jayalekshmi added.

In what could send strong signals to public health advocates, the study has found a strong association between GC incidence and occupational patterns. Of the 116 gastric cancers identified at the end of the study period in 2009, 51 cases were in farmers and fishermen followed by 28 cases in persons doing white-collar jobs.

The study has been supported by Department of Atomic Energy, Government of India; the Health Research Foundation, Japan; and Grants-in-Aid for Scientific Research on Priority Areas of the Ministry of Education, Culture, Sports, Science and Technology of Japan.

Dr R Jayakrishnan, Assistant Professor, RCC was also present.

Dr P Jayalekshmi of RCC and the principal author of the study explained, “GC risk increases with number and duration of beedi smoking. Those who started beedi smoking below the age of 18 and between 18-22 years had a RR of January 2016

29

The world’s first solar airport takes off C ochin International Airport in southern India’s Kerala state may be best known as the gateway to the tourist beaches and houseboats of the region’s famous backwaters.

Now it has a new claim to fame: world’s first solar airport.

Since August, the airport has used 46,000 solar panels laid across 45 acres to power all its 30

January 2016

electricity needs, and sell excess power to the governmentrun grid. At night, when the sun doesn’t shine, it pulls some of that power back from the grid, making the airport effectively “carbon neutral.”

The idea got its start in 2013, when rates to buy electricity from the Kerala State Electricity Board rose, just as the price of solar pan-

els was quickly coming down.

“We thought, ‘Why should we not be self-sufficient?’” remembers V.J. Kurian, the airport’s managing director. The airport, he said, “should be a model of how to reduce carbon emissions.”

That year, the facility installed its first solar panels on the roof of one of the terminals. That led

News “Why shouldn’t this be in our airports (in Japan) too?” he asked, calling the project, “a marvellous solar experiment.”

directed 125 airports run by the Airport Authority of India to generate at least 1 megawatt of solar power each by March 2016.

Other airports next?

If a medium-sized airport such as Kochi, with just 1,300 acres of land can produce sufficient electrical power for its operations, larger airports such as Delhi, with 5,000 acres, and Bangalore, with 3,000 acres, should be able to meet some of their power demand too, said Kurian, the Kochi airport’s managing director.

The move to solar power is also expected to help cut pollution in Kochi, an industrial city ranked the 24th most polluted in India, according to a survey by the National Environmental Engineering Research Institute and the Indian Institute of Technology.

Those institutions ranked Kochi as having “severe” air pollution problems, driven by rapid industrialisation and a growing numbers of vehicles on the streets.

A study between 2009 and 2013 by the Kerala State Pollution Board found that emissions of suspended particulate in the air were beyond healthy levels – another driving factor in the airport’s decision to experiment with solar energy.

to a further expansion and ultimately the decision to build a solar panel farm near the airport’s cargo complex, capable of meeting all the airport’s electricity needs, Kurian said.

The Kochi airport’s solar project has not gone unnoticed in the rest of India. Based on the results at Kochi, India’s government has

“We are expecting not only other Indian airports, but airports in other countries, also to follow suit,” he said. “Every day we are being asked for expert advice and are answering queries from across the world.”

To keep up with the Agenda subscribe to our weekly newsletter.

Author: K. Rajendran is a freelance contributor for the Thomson Reuters Foundation, based in Kerala state, India.

A worker inspects solar panels. REUTERS/Carlos Barria.

Over the next 25 years, the project is expected to reduce carbon emissions by the equivalent of planting 3 million trees, he said.

The panels have also become a bit of tourist attraction of their own. Richard Nelson, a mechanical engineer living in Tokyo and working on renewable energy efforts, spent part of a recent visit to the region strolling through the airport’s solar panel array.

January 2016

31

News

Finance Minister Jaitley

Power, Tax & Land Reforms Imminent

S

teadfast commitment to reforms and concrete steps taken over the last 18 months have revived confidence of international and domestic investors in the Indian economy, said Arun Jaitley, Minister of Finance, Corporate Affairs and Information and Broadcasting of India, at the opening session of the World Economic Forum’s National Strategy Day on India.

The government is set to announce reforms in the power and railways sectors in the coming days, and is determined to see a key land acquisition legislation through Parliament in its forthcoming session, he said.

India has jumped 16 places to a 55th rank in the World Economic Forum’s recently released Global Competitiveness Report 20152016. In conversation with Jaitley, the Forum’s Founder and Executive Chairman Klaus Schwab said that this is a “significant and unprecedented jump”.

“I have a reasonable sense of satisfaction,” Jaitley said, adding that investor confidence in India has returned even though the global economy is passing through challenging times. “We have set a direction and are not allowing any policy change that is of a contrarian direction,” he said, expressing confidence that there is consensus not only within the

32

January 2016

government, but also in popular opinion, where those opposed to reforms are reduced to a tiny minority.

Jaitley said that major reforms are imminent in the power sector, where the poor financial health of state distribution companies has led to a situation where more power is being produced than can be consumed – due to lack of last-mile connectivity – even as large parts of the country are without access to electricity. Another sector where large public investment and reforms are in store is the railways, where the government has opened up infrastructure building to the private sector.

Regarding taxation reform, Jait-

ley said that, when he took over the reins of the Finance Ministry 18 months ago, businesses were jittery over retrospective taxation, exaggerated tax demands and complicated processes. Now, he said, retrospective taxation and exaggerated tax demands are firmly in the past, and the government is working to make processes simple and transparent through enabling online filing of tax returns, among other things. He said a roadmap for bringing corporate tax down while phasing out tax exemptions is ready, and its first phase to bring tax down to 25% will be announced within days.

Jaitley highlighted the healthy competition that has been en-

News

ndia has jumped 16 places to a 55th rank in the World Economic Forum’s recently released Global Competitiveness Report 2015-2016. In conversation with Jaitley, the Forum’s Founder and Executive Chairman Klaus Schwab said that this is a “significant and unprecedented jump”.

gendered among state governments to attract investment. He said the federal government, faced with opposition in amending the land acquisition legislation to make it more industryfriendly, has in fact changed its strategy and allowed state governments to take steps to ensure that land is available for urbanization, suburbanization and infrastructure such as rural electrification and housing schemes.

Acknowledging that privatesector investment has fallen over the recent past, Jaitley said part of the reason is that the Indian corporate sector has overborrowed and over-extended itself, so more investment has become impossible. Now, with falling commodity and oil prices, the government is making a large public investment – mostly in infrastructure such as the railways – which is already bearing results in the form of a revival in the investment cycle.

January 2016

33

Kerala - an Embodiment of

Tolerance and Progress Pavitar Singh

K

34

erala has a cosmopolitan and composite culture. It is an integral part of Indian culture. The rich cultural heritage of Kerala is a synthesis of Aryan and Dravidian cultures developed over millennia under the influence from other parts of India and abroad. Kerala’s culture is a practical example and an embodiment of tolerance being practiced throughout the state.

harmony and proper mutual understanding for centuries, assimilating the good things of one another in an eclectic approach as a part of their continuous socialization process and ever evolving rich culture. This unifying phenomenon of blend of tradition and modernity is a living example of tolerating and respecting each other, proving the fact of unity in diversity of highest order.

Different communities and religious groups live in complete

Hinduism is practised by more than half of the population fol-

January 2016

lowed by Islam and Christianity.

In comparison with rest of India, Kerala experiences relatively little sectarianism and communalism. Kerala is one of the few places in India where there is no communal disharmony between the different food types. People of all religions share similar culinary habits. Rice is the dominant staple that is eaten at all times of day, being supplemented by various vegetarian and non -vegetarian dishes. The name Kerala (Keralam) is thought to have been

Culture/Heritage

derived from Kera (Coconut palm tree) + alam (land or location).

specially papers.

news-

Unlike in many other states the urban-rural divide is not visible in Kerala. People in Kerala are in tune not only with one another but also with Mother Nature helping maintaining the ecological balance, improving and strengthening environment protection implementing the slogan “Pollute and Perish, Conserve and Flourish� in letter and spirit. People in Kerala have a big civic sense. They are highly hygienic in their personal and social life. They are not only highly educated, well cultured but also very well alert and vigilant to the highest level politically, socially, culturally and economically, fully conscious of their rights and duties as citizens of the country.

Generally people are avid readers and highly exposed to media

Democracy is at its best in Kerala so far as the devolution of powers, well knit infrastructure and its functioning is concerned at grassroots level. Forty percent of the budget is directly provided to the Gram Panchayats by the state government for development activities to be taken up as per their decision and choice. MPs and MLAs have no role to play January 2016

35

Culture/Heritage in this direct funding for development activities decided locally by the Gram Panchayats. Others states in India regard Kerala’s decentralization in high esteem.

Local Self Government Institutions (LSGIs) have a big and significant role to play in the overall development of the region not only ensuring direct public participation in a transparent manner but also making the people’s representatives more responsible, accountable and objective to the core, observing utmost care and caution in their public dealings. Massive capacity building activities were started under the leadership of Kerala Institute of Local Administration (KILA), Thrissur - the nodal institution in this regard. Kerala has a threetier structure of Panchayats.

There are 1209 LSGs in Kerala spread over 14 Districts having 14 District Panchayats, 152 Block Panchayats and 978 Gram Panchayats for rural areas and 60 Municipal councils and 05 Municipal corporations for urban areas.

Production of pepper and natural rubber in Kerala contributes significantly to the total national

36

January 2016

output. In the agricultural sector, coconut, tea, coffee, cashew and spices are important. Spices grown in Kerala include pepper, clove, cardamom (small), nutmeg, mace, cinnamon, cassia and vanilla. Kerala’s coastline extends for 595 kilometres. It experiences the humid equatorial tropic climate and is still referred as ‘Garden of Spices’ or ‘Spice Garden of India’. Kochi based Coconut Development Board is playing a significant role in making India a global leader in coconut production and Spices Board India in spice trade.

sector having 100% mobile density, 75% e- literacy, maximum digital banking, broadband connections, edistrict project in all 14 Districts linking Aadhar card and bank account have laid a strong foundation for digital Kerala. Based on these indicators, Kerala has been declared to be a completely digital state. Kerala is known to be the land of India’s largest software infrastructure parks.

In 1986, the Government of Kerala declared tourism an important industry and it was the first state in India to do so. Kerala became the first state to implement various e-governance initiatives. In 1991, Kerala became the first state in India to be recognized as a completely literate state, though the effective literacy rate at that time was only 90%. According to 2011 Census, Kerala has 93.91% literacy compared to national literacy rate of 74.04%.

Kerala is poised to become a total Ayurveda state with the start of Ayurvedic Treatment Centres in all Panchayats. Seventy Seven new permanent centres were started and 68 Ayurveda hospitals were renovated. 110 Homeopathic dispensaries have been started. Quality standard of food items is high in Kerala and “Save Food for Good Health” project is a model for the country. Information is power. In Kerala, people are well informed and updated on almost everything.

Kerala really shows the way, it is a light house of development having strong avenues of development and a socially and economically empowered society.

Kerala has made phenomenal progress in the Information Technology

Kerala, best known as “God’s Own Country”, may be termed

Culture/Heritage as a land of loving daughters.

Daughters outnumber the sons and it has the highest sex ratio in India being the only state to have the ratio in favour of women at 1084 women per 1000 men as per the 2011 Census. Birth of a girl child is considered to be auspicious and God’s gift in Kerala.

In fact, Kerala is the real example of realization of dreams and the embodiment of ‘Beti Bachao, Beti Padhao’ (BBBP) campaign launched by the Prime Minister, Shri Narendra Modi on January 22, 2015 at the historical place of Panipat in Haryana.

As a leading state of India, Kerala has achieved remarkable progress, especially in protecting and strengthening of the democratic system and its foundations based on the principles of secularism, gender equality, empowerment of women and children. The state has the highest literacy rate of 93.91% and highest life expectancy of 74 years. The state also has the highest media exposure in India with newspapers being published in nine different languages, mainly in English and Malyalam.

Owing to the former matrilineal system, women in Kerala enjoy a high social status. Birth of a girl is not considered to be a burden in Kerala compared to the general preference for male child prevalent in other parts of the country, leading to skewed sex ratio all over the country. Birth and survival rate, as well as education of girls are at the highest pedestal in Kerala in almost all the communities in the state irrespective of caste, creed, religion or region.

Kerala is the number one state so far as “Save Daughter, Educate Daughter” (Beti Bachao, Beti Padhao) campaign is concerned. Kerala has really progressed and this is visible in all the fields of socio-economic and cultural development.

The United Nations Children’s Fund (UNICEF) and World Health Organization (WHO) have designated Kerala the World’s first ‘baby friendly state’ because of its effective promotion of breast feeding over formula milk preparations. Over 95% of births are hospital delivered and the state also has lowest infant mortality

rate in the country. Kerala has been ranked first in ‘institutional deliveries’ with 100% births under medical facilities.

The ‘Kerala phenomenon’ or Kerala Model of Development needs to be emulated and replicated by other states in India. It is assured that with public participation Kerala will be in the forefront of the nation in each and every sector. Kerala is a model state of India in many respects for others to be emulated specially in the fields of women empowerment, high literacy rate and strengthening of Panchayati Raj Institutions (PRIs) at grassroots level through direct funding of 40% from state’s budget. People of Kerala have already been practicing recently introduced government development schemes in routine, which are being propagated elsewhere with big effort for balanced and total development of all the sections and regions of different states throughout the country. *Pavitar Singh is Deputy Director (Media & Communication), Press Information Bureau, Chandigarh who conducted a Kerala Press Tour from Chandigarh.

January 2016

37

Centre’s Swadeshi Tourism to Benefit

3 Kerala temples

Sri Padmanabhaswamy Temple, Thiruvananthapuram

T

hree major temples of Kerala are poised to get a boost to their pilgrim hospitality as the central government has given the state the permission to go ahead with a Rs-100 crore project to improve facilities around the temples of Padmanabhaswamy here, Parthasarathy in Aranmula and for Sabarimala pilgrimage tourism.

“The mega project, under the Swadeshi Darshan Tourism of the central government, was announced during Onam festival time this year when Union Tourism Minister Mahesh Sharma during his visit to Kerala,” Mr. A. P Anilkumar Minister for Tourism Kerala said.

“The package, which got the official clearance now, does not per-

38

January 2016

Sri Parthasarathy Temple, Aranmula

Photo: Vivek R Nair

Culture/Heritage

Sabarimala Sri Ayyappa Temple

tain to expenses on temple rituals, instead aims at bettering the infrastructure for the pilgrims in the three renowned shrines,� he added.

The main attraction of the Padmanabha Swamy temple package that would feature 25-odd vintage buildings, museums and a stone-paved 5.2-km heritage walk that would permit viewing all the four gateways of the shrine. The other plans include a renovation of the pathway running adjacent the four gateways and the sprawling Padmateertha tank, construction of drinking water fountain and toilet blocks, providing dustbins around the complex and signage boards and uniform name boards, underground cabling of electric cables and other service lines, better drainage including that

for storm-water, opening a new information centre, digital museum and installation of a solar panel.

At south-central Kerala’s Aranmula, there will be a roof coming up for the VIP gallery watching the famed Onam-time boat race, erecting stronger walls, toilets, bathing ghats, solar street lights and signage, besides better facilities for the feast at the famed vallassadya.

The Sabarimala project involves a waiting hall at Nilakkal, cloak rooms, shower rooms, toilets, parking bays, a walking bridge parallel to the one now running across the Pampa river and another bridge parallel to the one now starting from the parking lot.

January 2016

39

Oman Air to Fly Double-Daily to Kochi

O

man Air is set to increase frequencies on four of its key destinations to India.

The number of flights from Muscat to Goa will increase from six per week to one a day. And in a major move for the national carrier of the Sultanate of Oman, daily flights from Muscat to Bangalore and Kochi will increase from daily to double-daily and will operate 11 flights weekly to Lucknow and 10 to Jaipur.

The additional flights will offer a total of 5,131 more seats to the four named destinations, and will be operated using Boeing 737800 and 737-900 aircraft. Once the uplift in frequencies has been introduced, Oman Air will operate a total of 126 frequencies per week between Muscat and its destinations in India.

Oman Air flies to 19 destinations in the Indian subcontinent that include the core lands of India, Pakistan, Bangladesh, Nepal, Sri Lanka, and the Maldives, out of which 11 destinations are in India.

Mr. Paul Gregorowitsch, CEO, Oman Air, said that: “We are delighted to be offering thousands more air travellers the opportunity to fly between Muscat and 40

January 2016

four of our key destinations in India. Since we first launched flights to India in the 1990s, demand for seats aboard Oman Air’s outstanding aircraft has been consistently high. We will now offer daily or double-daily flights to all eleven of our destinations in India”.

“Our new flights to Goa, Bangalore, Kochi, Lucknow and Jaipur will offer even greater choice and convenience for both leisure and business travellers. Therefore they will not only support the growth of tourism in Oman and India, but will also help to promote vital trading partnerships between our two countries.

We are confident that our additional flights will be greeted with enthusiasm by both existing customers and those who are new to Oman Air, he added.

Oman Air first launched flights to the world-renowned leisure destination of Goa in March 2015. In response to customer demand, the airline has since increased frequencies from four flights per week to six per week.

Oman Air’s flights to Bangalore serve both business and leisure travelers. The city is the third most

populous in India and is known as ‘the Silicon Valley of India’ as a result of its role as the country’s major exporter of information technology. It is also a major centre for the aviation and aerospace sectors, with Boeing, Airbus, the National Aerospace Laboratories and the Indian Space Research Organisation each having corporate centres in the city.

Oman Air’s increased frequencies to Kochi offer travellers access to the beauty of the south-western state of Kerala. Kerala’s culture and traditions, coupled with its varied demographics, have made the state one of the most popular tourist destinations in India. In 2012, National Geographic’s Traveller magazine named Kerala as one of the “ten paradises of the world”. Furthermore, Kochi’s role as a major international centre for container trans-shipment provides important synergies with Oman’s burgeoning cargo sector.

Oman Air’s increased frequencies between Muscat, Goa, Bangalore, Kochi, Lucknow and Jaipur will further serve India’s expatriate workforce, which enjoys a significant presence in Oman and the wider Gulf region.

Automobile

Sketch of

Maruti Suzuki

Vitara Brezza T

he much awaited “compact SUV” from Maruti Suzuki will be called Vitara Brezza.

The global unveil of Vitara Brezza will take place at Delhi Auto Expo in early February.

The first sketch of Vitara Brezza points to a stylish compact SUV that is confident and energetic, designed to especially appeal the urban SUV customer. On the exterior, the designer has captured the essence of an SUV profile and infused it with the dynamism of

urban vehicles.

Several elements in the exterior design impart a distinct character to the Brezza. In the words of the designer: “Balanced proportion supported by square wheel arches, short overhangs, high ground clearance and upright hood gives the vehicle a confident stance. The raising belt and rocker lines, and the roofline that slopes down gently towards the rear give the vehicle a dynamic posture.”

Drawing our attention to the nuances, the designer says: “The body surfaces are natural and sculpted tastefully to create the right interplay of highlight and shadow. Instantly recognizable floating roof over the wraparound greenhouse adds to the visual drama, and makes the Brezza standout in the crowd.”

Brezza, Italian for “fresh breeze”, will be launched in the Indian market a few weeks after the Delhi Auto Expo.

January 2016

41

The all-New

Audi Q7 drives into

India:Lightweight, Sporty and Powerful

A

udi, the German luxury car manufacturer, has announced the introduction of the all-new Audi Q7 in India equipped with class defining features. The powerful 45 TDI (3.0 TDI) engine churns out 249 hp (183 kW) of power and 600 Nm of torque, propelling the Audi Q7 from 0 to 100 kmph in 7.1 seconds. The all-new Audi Q7 sets new standards in terms of efficiency with fuel consumption figures that are best in class - 14.75 kmpl. Up to 325 kgs lighter than its predecessor, all-new Audi Q7 Premium Plus is priced at INR 72,00,000 and the all-new Audi Q7 Technology is priced at INR 77,50,000 ex-showroom Mumbai and New Delhi.

“India is a land of quattro, and SUVs owing to their high degree of functionality are the preferred choice of mobility here. The allnew Audi Q7 encapsulates the cutting-edge technology that is at the very heart of the Audi brand. It is an efficient and sporty superlative offering, with even better dynamics than its predecessor. Lightweight yet extreme-

42

January 2016

ly powerful, the class-defining SUV offers unprecedented performance with exceptional fuel efficiency. The all-new chassis made up of multi-material body provides excellent comfort while its eight-speed tiptronic transmission, allows drivability that is both agile and comfortable. Combined with a striking imposing design with great road presence and performance, the all-new Audi Q7 is poised to emulate the success of its predecessor,” said Mr. Joe King, Head, Audi India.

kmph in 7.1 seconds with a top speed of 234 kmph. The TDI® engine harmoniously delivers power to the road practically loss-free through a superior chassis. This interplay of components provides the ideal basis for dynamic handling. A quick-shifting eight speed tiptronic transmission and the low overall weight coupled with the quattro® drive, allows the all-new Audi Q7 to perform impressively on any terrain, whether it is the freeway or winding roads.

Impressive athletic Exterior

More agile, more powerful A sculpturally moulded Single frame grille with a solid frame yet efficient: The all-new Audi Q7 allows you to go further for less. It’s substantially lighter than the previous generation Q7 with a weight saving equivalent to a grand piano – it’s shed a staggering 325 kg.

45 TDI Engine The TDI® engine of the Audi Q7 brings unprecedented energy onto the road. The powerful 45 TDI (3.0 TDI) engine churns out 249 hp (183 kW) of power and 600 Nm of torque which propels the new Audi Q7 from 0 to 100

is the defining element of the all-new Audi Q7. The Matrix LED headlights featuring striking double-arrow graphics, intense wheel arches and the shoulder line emphasizing the wheels are some of the new design elements of the all-new Audi Q7. The tailgate extending around the D-pillars are complemented by new highlights such as inlay strips at the bottom of the doors with quattro® embossing.

Dynamic and interactive Audi Matrix LED headlights

Automobile The all-new Audi Q7 offers the progressive Matrix LED technology with the daytime running lights featuring striking doublearrow graphics. Each Matrix LED headlight divides its high beam into 30 individual light-emitting diodes paired with three reflectors. The control unit, which communicates with the camera on the rear view mirror, can switch the individual diodes off and on and dim them in 64 stages as needed. Strength of the Matrix LED headlights is the intelligent cornering light, which is created by a shift in the light center position. With millions of different resultant beam patterns, the Matrix LED headlights always superbly light up the road, without dazzling other road users.

Spacious and luxurious Interiors: 1. Boot Space Growing families will find plenty of space in Audi’s flagship SUV. Luggage space on demand is possible with the electrically folding third row seats. Total luggage space of 1,955 liters can be obtained by folding the second row seats which splits in the ratio of 35:30:35 for flexibility of the storage space.

2. Exceptional detailing The all-new Audi Q7 boasts of the most spacious interior in the segment conveying a feeling of expanse, generosity, and sophisticated elegance in a luxurious lounge. The clearly defined architecture and the logical operating concept interplay perfectly: all lines are taut with a strict horizontal orientation. As in our flagship A8 L sedan, the inlays come in two parts, with the different materials forming effective contrasts- Upper inlay in brushed aluminium and lower in walnut terra brown.

A driving experience with intelligent technology: 1. Virtual Cockpit Feel in control at all times by having your navigation, speed information and media on a 31.24 centimeter razor-sharp and highcontrast customizable display.

2. MMI Navigation Plus Reach your destination with ease by using voice command, the integrated steering wheel controls or the extra-large touchpad next to the gearstick. The all-in-touch control panel has multi-touch capability with haptic feedback, thus enhancing functionality such as zooming in by pinching like a smartphone.

3. Bose® 3D Sound System BOSE® 3D sound system with sound reproduction through 19 speakers- including 3D sound speakers, center speaker and subwoofer; 3D sound is reproduced through speakers in the A-pillars.

4. Four-Zone Climate Control A newly developed luxurious four-zone climate control system is standard on the all-new Audi Q7 with the temperature display integrated in the rotary control.

5. Four spoke steering wheel A four spoke steering wheel with an electrical adjuster along with the multifunction plus controls and shift paddles are the other characteristics of the new Audi Q7. The high-quality cockpit has been designed with the driver in mind and is colour-coordinated, with the centre console raised and easy to operate.

6. Quattro® The self-locking center differential – the heart of the quattro® all-wheel drive system – is integrated into the housing of eightspeed tiptronic transmission. The design with center differential and front axle drive integrated

in the tiptronic transmission is significantly more compact and lighter in weight than the predecessor model.

7. Audi Drive Select Audi Drive Select provides Comfort, Auto, Dynamic, Individual and Off-road as standard modes.

In conjunction with adaptive air suspension the All-road and lift/ off road mode is added. The all-new Audi Q7 displays the tilt angle of the car when in the all road or lift/off road. modes.

8. Assistance Systems The all-new Audi Q7 is equipped with assistance systems like the auto park assist and 360 degree surround camera with birds eye view.

The Audi model range in India includes the Audi A3 Sedan, Audi A3 Cabriolet, Audi A4, Audi A6, Audi A7 Sportback, Audi A8 L, Audi Q3, Audi Q5, new Audi Q7, Audi TT Coupé, Audi S4, Audi S5 Sportback, Audi S6, Audi RS 5 Coupé, Audi RS 6 Avant, Audi RS 7 Sportback, Audi R8, Audi R8 Spyder, Audi R8 V10 plus and Audi R8 LMX available across the country • Powerful 45 TDI (3.0 TDI) engine churns out 249 hp (183 kW) of power and 600 Nm of torque • All-new chassis and multi-material body for enhanced performance and comfort • Weighs 325 kg less than its predecessor • Accelerates 0 to 100 km/h in 7.1 seconds with top speed of 234 kmph • 22 percent improvement in fuel efficiency, best in class-14.75 kmpl • Lightning-fast power redistribution through quattro® permanent all-wheel drive • Audi Drive Select for regulating the power steering, engine management and automatic transmission • The all-new Audi Q7 range starts from INR 72,00,000 and the fullyloaded top- end variant is priced at INR 77,50,000 ex-showroom Mumbai and New Delhi January 2016

43

Culture/Heritage

Nishagandhi Puraskaram 2015 for

Musician Ilayaraja K erala Tourism department has conferred its Prestigious Nishagandhi Puraskar 2015 to Eminent Lyricist Mr. Ilaya Raja. Th Jury consist Mr. K. Jayakumar IAS IRetd) Vice Chancellor of Malayalam University, Mr. Gouridasan Nair, Senior Journalist from The Hindu, Mr. Kamal V Rao IAS, Principal Secretary of Kerala Tourism and Mr. Sheik Pareed IAS, Director of Kerala Tourism Department has unanimously selected Mr. Ilaya Raja for the award.

The Award was announced by Mr. A.P. Anil kumar, Minister for Tourism, Govt of Kerala in a press conference at Trivandrum today, Dec 31, 2015.

The annual award, comprising a purse of Rs. 1.5 lakh, citation and statuette, is to honour eminent personalities in the fields of dance and music.

Owned, Edited, Printed and Published by K.V. Ravisankar, Tourism House, PLRA 12/1, Panikers Line, Sasthamangalam P.O., Trivandrum, Kerala at Arsha Offset Graphix, Janvilla Line, Vellayambalam, Thiruvananthapuram-695 010. Editor : Ravisankar K.V.