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A Monthly Newsletter from the Students of
Department of Management Studies,
IIT Roorkee
Volume - II Issue09 September 2011
In this issue
Cover story - The challengecalled Unique IdentificationNumber
You Innovate, I Copy andPaste ! ! !
Private Investment in Edu-cation Sector in India
Social Media Marketing Putting handsets inside con-
sumers pocket
CHLOROPHYLL- Cause This, This Is A Poem
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Dear Readers,
Its the month of September. The month remembered for the fearsome terrorist attack on the World Trade Center. The
constant news of financial instability in the Euro Zone further adds to the bleakness of this month. Falling markets, de-
clining growth rates, growing unemployment; all point to a very uncertain future with economists predicting another re-
cession on its way unless proper measures are taken. In the end it may all turn out to be a big false alarm but for now the
global economy stands in an atmosphere of uncertainty and doubt. To take your mind off all this and to give you a fresh
perspective of the world around we are here with another invigorating issue of domination with new articles and fresh
new creativity.
Starting on the home front; India or rather Nandan Nilekani envisaged almost the impossible when they dreamt of a
unique Id for every Indian. The project Aadhar currently undergoing all across the country tries to bring that dream into
reality. To generate a unique id for a population of this size is no ordinary task and the project is one of the most ambi-
tious projects ever planned in the country. The cover story The Challenge called Unique Identification Number pro-vides an in depth coverage of the project and elucidates the obstacles that stand in its completion.
Next we have an article interestingly named You Innovate, I Copy Paste. As suggested by the name, the article re-
searches on plagiarism in the field of business innovations and strategies and how companies imitate each other to gain
competitive advantage.
The article Private investment in the education sector in India covers the investment scenario in education sector and
weighs the pros and cons of increasing investments in the education domain
Social Networks have been used all over the world for recreation and online socialization. It has taken the world by
storm .But what happens when the companies decide to use Social Media as a marketing Tool. Social Media Marketing
covers the benefits and risks associated with integrating social network media into your marketing plans.
Putting Handsets inside consumers pockets covers the ever increasing, continually diversifying, highly dynamic mar-
ket of the mobile handsets and provides a glimpse of the various strategies employed by the mobile makers to put their
mobile into your pocket.
As a regular feature, DoMS-da-Evince covers a distinguished alumni from the batch of 2002 , Smitha Beohar.
Regardez IEconomie provides a snapshot of the Indian economy and covers the latest developments in the economic
world.
And to wrap it all we have an aptly titled poem Cause This, This is a poem and Qutopia for those who love quizzing.
Its the tradition of the world that old gives way to new. A similar transformation marks the September issue as new
blood joins Team Domination and bring along with them new ideas and stimulating new creativity. The September issue
marks the first contributions from the new batch at DoMS and surely helps in re invigorating the magazine. Hoping this
invigorating spirit catches you too and provides a fresh new perspective from this bleak atmosphere, its Team Domination
wishing everyone happy Reading !
-Regards
Team Domination
Editors Desk
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The challenge called Uniqueidentification Number
Shruti Goel
Putting handsets in side con-sumers pocket
You innovate, I copy paste...Udit Gupta
Cause This, This Is A Poem
Interaction withSmita Beohar
DoMS-da-Evince
SayantanPawan Upadhyay
Private investment in educa-tion sector in India
Divye Garg
Cover Story
Manav Kaushik
Prateek Tomar
Social Media MarketingAditi Joshi
Shibi Singh Qutopia - 20
Regardez I'economie
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Page 4Cover Story
AnkajiBhai Gangar, a 49-year-old subsis-
tence farmer, stood in line in this remote
village until, for the first time in his life, he
squinted into the soft glow of a computer
screen. His name, year of birth and address
were recorded. A worker guided Mr. Gan-gars rough fingers to the glowing green
surface of a scanner to record his finger-
prints. He peered into an iris scanner
shaped like binoculars that captured the
unique patterns of his eyes.
With that, Mr. Gangar would be
assigned a 12-digit number, thefirst official proof that he exists.
He can use the number, along
with a thumbprint, to identify
himself anywhere in the country. It will al-
low him to gain access to welfare benefits,
open a bank account or get a cell phone far
from his home village, something that is
still impossible for many people in India.
Maybe we will get some help, Mr. Gangar
said. reported the New York Times.
Yes, this is the hope offered by the Indias
UID Project to the nations poor, what is
called as Financial Inclusion. It is one of
the most ambitious projects of the UPA
government, to- be the worlds largest bio-
metric database, a mind-bogglingly com-
plex collection of 1.2 billion identities. The
agenda to set up the UID Authority of India
(UIDAI), under the parameters of the Plan-
ning Commission, is targeted at providing a
unique identity to most of the populationof the flagship schemes to ensure that the
benefits reach them. The unique identifica-
tion number, a 12-digit ID is an ingenious
solution to a bedevilling problem of lacunae
in these schemes. Most of Indias poorest
citizens are trapped in a system
of village-based identity proof
that has had the perverse effect
of making migration, which is
essential to any growing econ-
omy, much harder.
Named as aadhaar, meaning foundation or
subsistence, it would be used to verify the
identity of any Indian anywhere in the
country within eight seconds, using inex-
pensive hand-held devices linked to the
wireless networks provided by mobile op-
erators.What we are creating is as impor-
tant as a road, said Nandan M. Nilekani,
the chairman of UIDAI. It is a road that in
some sense connects every individual to the
state.
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The challenge called Unique Identification Number
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Page 5Cover Story
This project has the potential to reduce the
kind of corruption India is facing, for which
in recent weeks, Anna Hazare went on a hun-
ger strike and the Indian streets were deco-
rated by the placards displaying India
Against Corruption. By allowing electronic
transmission and verification of many gov-
ernment services, the identity system would
make it much harder for corrupt bureaucrats
to steal citizens benefits.
Doubts prevailing on the success of
this project
International Experience :-
Globally, there are very few countries that
have provided national ID cards or numbers
to their citizens. The
most important rea-
son has been the un-
settled debate on the
protection of privacy
and civil liberties of people. It has been ar-
gued that the data that is collected in this
process can be misused for a variety of pur-
poses. For instance, it can be used to profile
citizens in a country and initiate a process of
racial or ethnic cleansing, as during the geno-
cide of Tutsis in Rwanda in 1995. Legisla-
tions on privacy cannot be satisfactory guar-
antees against the possibilities of misuse of
ID cards or numbers.
Australia was one of the first countries to try
the implementation of a national ID card
scheme. In 1986, the Australian government
introduced a Bill in the Parliament to legalise
the issue of national ID cards, which were to
be called as Australia Cards. The declared
intention of the government cited in the Bill
was to check tax evasion as well as reduce il-
legal immigration. However, citizens groups
launched a major agitation against the Bill
citing concerns of violation of privacy and
civil liberties and the Government had to fi-
nally withdraw the Bill in 1987. Despite the
failure to introduce the ID card scheme in
Australia, other countries like Canada, New
Zealand and Philippines initiated steps in the
early-1990s to introduce national ID cardsbut had to withdraw after strong public back-
lash.
In the early 2000s, China also tried
to introduce national ID cards
along with biometric information.
However, as per researchers, biometric tech-
nology was liable to major failures when
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Page 6Cover Story
applied to large populations ;in 2006 the
Chinese government withdrew the clause to
have biometric data stored in such cards.
The countries where this issue is debated
most are US and UK.
In US, as the government tried to expand
the use of social security numbers, it had to
be kept aside due to huge public protests
related to the privacy and confidentiality of
data. In UK, during the regime of Tony
Blair, the Identity Cards Bill was formed in
2004. But public protests forced the gov-
ernment to shelve the policy till date. Thedebate in UK has mainly centred on the re-
port prepared by a group at London School
of Economics.
It stated The identity systems may create a
range of new and unforeseen problems.
These include the failure of systems, un-
foreseen financial costs, increased securitythreats and unacceptable imposition on citi-
zens. The success of a national identity sys-
tem depends on a sensitive, cautious and
cooperative approach involving all key
stakeholder groups including an independ-
ent and rolling risk assessment and a regu-
lar review of management practices. We are
not confident that these conditions have
been satisfied in the development of the
Identity Cards Bill. The risk of failure in the
current proposals is therefore magnified to
the point where the scheme should be re-
garded as a potential danger to the public
interest and to the legal rights of individu-
als.
Issues of Privacy-
Though getting a UID number is not com-
pulsory in India, it is debated that the wide
benefits it caters to,
will make it com-
pulsory indirectly.
But the most dis-
turbing point is that
the concerns of privacy or civil liberties are
not discussed in any of the documents of
the government or the UIDAI in any sub-
stantive form. If the project is extended to a
spectrum of social services then there arepossibilities of serious misuse of personal
information as most of these services are
increasingly being privatized in India. At
present, the government has only affirmed
a commitment to protection of privacy; no
substantial information is yet available on
how the database of citizens would be pro-
tected from misuse in the future.
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Page 7Cover Story
Technological Determinism-
A lot of questions
remain unanswered
about whether the
technological infra-
structure of the project can carry the bur-den of data storage, networking, live shar-
ing and verification of more than a billion
of people. If so, what are the associated
costs of the project? What are the prob-
abilities of system failures of different de-
grees? What are the probabilities of errors?
What are the social costs of these errors?
At present, there are no clear answers avail-
able for these important ques-
tions.
The most critical aspect of In-
dias UID project is the use of
biometric information for verifying the
identity of a particular person. But the bio-
metric scientists and legal experts doubt it,
as no accurate information exists on
whether the errors of matching fingerprints
are negligible or non-existent. It is ac-
knowledged that a small percentage of us-
ers would always be either falsely matched
or not matched at all against the data base.
Moreover processes like gummy fingers
and latent finger printing could allow
some to bypass the verification.
A fundamental is not dismissed away, is the
possibility of fingerprints of individuals
changing over time, particularly among
manual labourers. The fingerprints of man-ual labourers are highly likely to be broken
or get eroded, inviting frequent negative
responses during validation at the sites of
wage payments. Apart from that, patterns
of iris change with age, disease and health
as well.
The report of the UIDAIs internal Biomet-rics Standards Committee actually accepts
these concerns as real. It says,
Two factors however, raise un-
certainty about the accuracy that
can be achieved through finger-
prints. First, retaining efficacy while scaling
the database size from fifty million to a bil-
lion has not been adequately analyzed. Sec-
ond, fingerprint quality, the most impor-
tant variable for determining de-
duplication accuracy, has not been studied
in depth in the Indian context.
The Unknown Costs-
At present, the UID project is facing oppo-sition from two unexpected fronts the
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Page 8Cover Story
8
The challenge called Unique Identification Number
Planning Commission, over almost tripling
of costs due to iris scan and the Parliamen-
tary standing committee on finance, over
ownership of the project. In order to include
iris scan, as a biometric
tool for verification, and
expand the enrolment
drive to 1.12 billion, it is
estimated that the budget
has increased from Rs
6,600 crore to Rs 17,900
crore. Along with this, the
fund needs of the Regis-
trar General of India (RGI) or the Census
office to complete the creation of the Na-
tional Population Register, too has more
than doubled from Rs 3,254 crore to Rs
7,732.85 crore. The NPR is also collecting
biometric data of all residents and NPR
cards will include UID numbers. Further,
the strongest resistance to Aadhar is comingfrom two eminent members of the National
Advisory Council, Jean Dreze and Aruna
Roy.
The standing committee on finance too is
raising concerns over the costs and also the
National Identification Authority of India
Bill, 2010, that seeks to provide legal back-ing to the project.
Besides, with the inclusion of iris data, the
estimated data size per resident has gone up
multi-fold from 150 kilobytes to 5 mega-
bytes. In addition, it is unclear whether re-
curring costs for maintain-
ing a networked system
necessary for UID to func-
tion effectively have been
accounted for by the gov-
ernment.
Currently, on average,
150,000 enrolments are
done each day. The number of enrolments
is expected to reach six million per day by
October. The task, therefore, is daunting,
since the latest data places the country's
population at 1.21 billion. A mammoth pro-
ject that would lead to millions flowing out
of the exchequer definitely needs to be de-
bated at the national level. It is a pity that
though we are striving on to move towards e
-governance, we are missing on e-
consultation.
Does India need a Unique ID num-
ber?
According to experts, there is an immediate
need for a unique identity so as to tackle the
issue of multiple proofs, security breach and
fraudulent disbursement of government
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Page 9Cover Story
benefits. For example there are ration cards
that pertain to ghost citizens, numerous
illegal immigrations and constantly increas-
ing terrorist attacks.
As there are numerous documents serving
as identity proofs, with scattered details andinconsistent information, the need of hour
is a repository that stores the information
pertaining to all the citizens of a nation in a
centralized location-a one point source of
information hub.
India has failed to bring its poor along the
path to prosperity and the expensive publicwelfare systems are so inefficient that ware-
houses overflow with rotting grain despite
high malnutrition rates; hence it needs a
project of this magnitude to sort out the
poverty issues that hamper its economical
image. The government builds sturdy class-
rooms but fails to punish well-paid teachers
who do not show up for work. There are so
many examples of Governmental policies
that fail to connect citizens most basic
needs. Many believe that the technology
could solve these problems because it would
provide people with a way to interact with
the state without depending on local offi-
cials who are now the main gatekeepers of
government services.
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The challenge called Unique Identification Number
The various documents recognized as identity proofs in India are given below-
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Page 10Cover Story
The key challenge: Security
So far in India about 15
different types of ID
work, but the UID is
projected to have the
entire database of in-
formation of Indians. As per a newspaper
headlines, the main threat to UID number is
its misuse. Cyber-security experts say," The
facility is ambitious and is sure to make
functioning easy from the governance per-
spective. There is some kind of certification
or guarantee needed from companies that
are pooling the database or will be handling
it. The immediate threat may not be realised
now. But in a span of next five years, whenthe cards will be rolled out completely, we
10
Voter Id Passport PAN Card Ration Card
Issuing Au-thority
Election Com-mission
Ministry of Ex-ternal Affairs
Income Tax De-partment
Civil SuppliesDepartment
No. of cardsIssued
600 Million 40 Million 70 Million 220 Million
PopulationCoverage
52.5% 3.5% 6% 19%
InternationalAcceptance
No Yes No No
Disadvantages Duplication ofdata when vot-ers migrate.
Does not coverpopulationwhich has lesserfinancial capac-ity.
No physical veri-fication prior toissuing cardsand inefficientrecord updatingin case of ad-dress change ordemise of IDholder.
Absence of cen-tralized data- base of infor-mation.
Advantages
Electoral list isobserved to be90-95% accu-rate. 70-80% ofIds had photosby 2009 generalelection.
Widely ac-cepted ID proof both in Indiaand outside
Currently IThardware ofPAN system canhandle entirepopulation ofthe country. Theno. of reissuesowing to errorsis less than 0.1%.
Key source ofID for BPL andfinanciallymarginal citi-zens.
The challenge called Unique Identification Number
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Page 11Cover Story
may also witness cases of cyber mischief.
Though the UID guarantees uniqueness
and a universal identity through a central-
ised online identity verifica-
tion process, experts point outthat biometric information
such as iris scan and finger-
printing lead to a misuse of an
individual's personal informa-
tion. It can also be used by
anti-socials such as terrorists,
since they can get it issued through fake
identities during large-scale enrolments.
The real fear is access to such a data would
give the government a free hand to profil-
ing, segmenting and targeting a sect, group
or religion. This could lead to dangerous
consequences. This data, if slipped into the
hands of corporate, could be used to serve
various purposes.
The government has shown sheer urgency
in going for the UID project.
If the project fails to confrontthe various questions and
doubts being raised, it would
hurt democracy. This is a
dark joke making its rounds
in the political corridors with
the idea of investing an iden-
tity in every citizen. It is prudent at this
stage for the government to have a frank
debate on the matter and to put in public
the entire structure before it goes into in-
vesting this enormous amount of money
which could otherwise be used to lift mil-
lions out of poverty.
11
- Shruti Goel
DoMS, IIT Roorkee
goelshruti2008@gmail.com
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Page 12You Innovate, I Copy and Paste ! ! !
12
One of the most important things that is in themind of every businessmen in todays busi-
ness environment is whether to
develop a product, technology, busi-
ness model etc by doing research and
development (innovation) or
acquire it buy merging with some other
company or taking over some other
firm or clone, imitate or adapt it ( copy
and paste).
This article focuses on the rea-
sons behind the success of copy
pasting business strategy by
looking at some of the examples.
Lets start with everyones favor-
ite search engine Google. You all
know that among any other
website in the world Google
makes the most money, the reason why
Google is the best search engine in the world
and you also know the mechanism behind
how Google generates revenue. But do you
know that the business model behind the
search engines success was copied. The com-
pany from which the business model is copied
is Overture. Ever heard of it? Its a paid
search specialist company based in South
California which is now owned by Yahoo Inc.
The mechanism which combined the searchengine, relevant text ads, and their placement
on the web page was pioneered by Overtureand they even had a patent on it. The patent
6,269,361 also known as the 361 patent was
issued to Overture by US Patent Office in July
2001. Overture sued Google for violating its
patent and Google paid Overture to settle the
lawsuit. This interesting revelation have been
made in the book Getting to Plan B:
Breaking Through To a Better Business
Model written by John Mummins and
Randy Komisar. So using analogs is good, but
watch out for patents! Ever
heard of www.facebook.com?
Oh why am I joking with you
all? You all have heard of it.
Still for knowledge, Facebook
is a social networking service
having more than 600 million
active users. And most of you
must have seen the movie The Social Net-
work, a drama film about the history and
foundation of Facebook and the resulting law-
suits. Dont be surprised, Facebooks founders
Mark Zuckerberg, Eduardo Saverin, Dustin
Moskovitz and Chris Hughes were sued by
their three Harvard seniors, Cameron
Winklevoss, Tyler Winklevoss, and Divya Nar-
endra for using their idea of social network
called HarvardConnection.com and building a
competing product. The lawsuit was subse-quently settled.
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Page 13You Innovate, I Copy and Paste ! ! !
13
These two examples clearly show that imitat-
ing or copy pasting others ideas is a preva-
lent and successful business strategy.
Peter Drucker, who was a writer, manage-
ment consultant and self-described social
ecologist, has referred IBM as the worlds
foremost creative imitator. In the book
Copycats How Smart Companies
Use Imitation to Gain a Strategic
Edge written by Oded Shenkar, it is men-
tioned that IBM created the first commer-
cially viable product a per-
sonal computer, by taking the
best of the Apple and Commo-
dore machines, among others,
which was subsequently cloned
by Compaq and Dell.
Ever heard of White Castle?
No. White Castle is the first
fast-food hamburger chain, first to sell a bil-
lion hamburgers and the first to sell frozen
fast food. Walter Anderson, the founder of
White Castle, was the person who first came
up with the concept of a fast food chain, that
too in 1921. But a lot of copy-pasters copied
everything from the store design to his oper-
ating processes.
Do you know who issued the first credit
card? The answer is neither Visa nor Master
Card which are the most popular one now. It
was issued by Diners Club.
The reason behind launching the low-end
detergent, Wheel by Hindustan Unilever
Ltd in the early 80s was to compete with
Nirma who was giving a tough time to it,
instead of diluting the positioning of Surf.
Eventually Wheel became a bigger brand
than Nirma.
The vision to start a low-cost airline
Air Deccan was seen and first imple-
mented in India byCaptain G. R. Gopi-
nath which was soon copied and improved
upon by other airlines like
GoAir and Indigo.
South Korean company Sam-
sung was recently sued byAp-
ple for copying the look and
feel of its iPad tablet and
iPhone smartphone.
Enough with the examples,
now let us try to understand the reasons behind
this entire copy pasting and why imitators are
so successful. One main reason is that the costs
borne by the imitators are lot lower than that of
innovators. Bessen J and Maskin E. have given
an estimate in their research paper, The Imita-
tion and Diffusion of Industrial Innova-
tions that overall costs in case of imitators are
around 60 to 75 per cent of the costs borne by
the innovator.
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Page 14You Innovate, I Copy and Paste ! ! !
Since the innovator and pioneer have paved
the way and they have also paid for it, the imi-
tator just enjoys a free ride. The imitator is
able to save not only time, money, effort etc
on research and development but also on
marketing because the customers are already
aware of the novel product or service and its
uses. So the chances of reaching a dead end
for imitator reduce to a great extent.
So the moral of the story is it all depends
upon each and every individual businessman
whether they want to go down in the history
as innovators or imitators. Instead of blindly
copying ideas, one should try to add some-
thing meaningful to it, so that it becomes
more successful than the original one. But be
cautious of patent violations, they can cost
you a great deal of fortune. So if you are plan-
ning to start a business but not having any in-
novative idea, just look around and you might
find something.
14
- Udit Gupta
DoMS, IIT Roorkee
uditgupta1987@gmail.com
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Page 15Private Investment in Education Sector in India
Education sector is one of
the largest service sectors
in India. It is by far one of
the largest capitalized
spaces in India with gov-
ernment spending of about $30bn which is
about 3.7% of the GDP of our country. In In-
dia, we have approximately 1 million schools
and 18,000 colleges and universities but still
they are insufficient and inefficient to cater
to the demands of our countrys population
and as a result, Indi-
ans spend about
$50bn on private edu-
cation.
Education sector in
India can be catego-
rized into formal and
informal sector. For-
mal sector is a $40bn
market and comprises
of K12 education andhigher education whereas informal sector
($10bn market) comprises of preschools (1.5-
3 years), coaching, vocational training, multi-
media/IT to schools & colleges and books
market.
In formal education sector, investment op-
portunities are immense but the not for
profit regulation in the sector has deterred
the investors in this sector.
K12 (Kindergarten to 12th standard) school
must be affiliated to an education board like
CBSE, ICSE or any other state board. Some
states like Haryana and Maharashtra do al-low institutes to be set up as for profit but
they do not get approval of education boards.
Similarly in higher educational institutes
(colleges and universities) must be not for
profit (trust/ society)
in nature and must be
recognized by regula-
tory bodies like UGC,
AICTE etc. Other is-
sues like bureaucratic
control, corruption,
little clarity on FDI
policy and high land
prices makes it even
more difficult for the
new players to enter and existing players to
expand in this space.In non formal education sector, there is no
not for profit regulation but the market is
highly fragmented and scalability is a prob-
lem for the players in this sector.
15
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Page 16Private Investment in Education Sector in India
Scalability is the ability of a company to con-
tinuously increase its profits and sales figures
year after year. Pre-school, a $300m segment
is gathering some corporate attention due to
low entry barriers and 11 major chains and
about 10 smaller players are active in this
space.
Pre-school, a $300m segment is gathering
some corporate at-
tention due to low
entry barriers, just
11 major chains and
about 10 smaller
players in the space.
While the scale-up
has so far been on
the franchisee plat-
form, corporate are
increasingly forming
JVs with builders/ partners and moving up
the value chain by upgrading to K12 schools.
Coaching class is a $6.4bn market led by
scarcity of educational institutes and cut
throat competition for entry into professional
colleges in India. 80% of the market is pri-
vate tutoring and is highly dependent on
good quality teachers. Stability and scalabil-
ity is very low in this segment due to inherent
regionalism and person centric nature of this
segment.
Remaining 20% of the coaching class market
is test preparation and has lower dependence
on people and a larger focus on national level
content, making it relatively easier for play-
ers to attain scale.
The vocational training market accounts for
$1.5bn. Though the market is continuously
evolving with emergence of a host of new
avenues beyond IT
trainings (financials,
retail, aviation, man-
agement certifica-
tions and spoken-
English trainings),
scalability remains
low. Multimedia for
private schools,
though currently a
small market ($70m)
is highly underpenetrated and technology-
driven and offers value creation potential to
the investors. Educomp solutions is a major
player in this segment. The education sector
in India is a promising sector with huge po-
tentials for large investments. However,
regulatory restrictions have prevented a
floodgate of investments in the regulated
education market and with increasing shifts
towards deregulation we can see more invest-
ments in the future coming in this sector.
16
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Page 17Private Investment in Education Sector in India
Key Private Players in Education Sector
17
Formal Informal
K12 Higher Educa-
tion
Pre-School Coaching Vocational
Training
Multime-
dia/IT in
schools
Books Mar-
ket
KidzeeManipal Kidzee
IMS
NIIT EducompNavneet
MilleniumAmity Euro Kids Career
Launcher
APTECH
EveronnMacmillan
IMS IIPM Apple Kids TIMEJetking NIIT
Career
Launcher
ICFAITree House
FIIT JEE
- Divye Garg
DoMS, IIT Roorkee
divyegarg@gmail.com
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Page 18Social Media Marketing
Social Media
seemed to be the
keyword for busi-
nesses in the year
2011. Every individ-
ual, business and expert was talking about
it, the internet was spilling over with blogs
and write ups suggesting tips and strategies
to make use of this newly discovered me-
dium and help all kinds of businesses flour-
ish. Surely, as predicted, social media did
gain a momentum that
threatened to sweep
companies off their feet
lest they pep up for the
new mode of competi-
tion. A lot of talk about
social media, and the
only thing that pops into
my mind instantly is
Facebook. Little do peo-
ple like me realize that the territory of so-
cial media extends far beyond Facebookand other networking sites. To put it
crisply, social media can include all forms
of electronic communication channels:
Facebook, Twitter, YouTube, blogs, and mi-
cro blogs, even cell phones, to share, pro-
mote and interact with the target audience.
An example I would quote later has gone a
step further and created a strong fan base
through social media marketing strategies.
Currently, allow me to limit the discussion
to weighing the pros and cons, as was ob-
served by those foraying into this domain.
Pros:
Wider reach- Social networking has be-
come a rage which allows for the conflu-
ence of a vast pool of potential custom-
ers and assists businesses to always stay
in the eyes of the cus-
tomers.
Inexpensive/ cost ef-
ficient- Traditional mar-
keting is way more ex-
pensive as compared to
online marketing. Social
media offer a very low
cost of entry. Of course,
that leads to an easy en-
try for competitors as well.
Instant feedback- The response of the
customer: good or bad, to the product
can be instantly obtained and acted
upon. This provides for a greater scope
of improvement and customer satisfac-
tion, which is the mainstay of business
today.
18
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Page 19Social Media Marketing
Personification of the brand- Social
media helps create an image of the
brand in the minds of customers that
they can relate to and is easily accessi-
ble to them.
Building sustaining relationships- It
eases communication for both the
company and the end user, paving way
for a direct interaction between the
two. This has a 2-way benefit: to help
the company better understand cus-
tomer needs, and for the customer by
enabling a greater degree of involve-
ment.
Cons:
Greater risk of damage- There is al-ways a chance of inflicting damage on
the companys reputation due to over
exposure and negative response from
customers. The backlash can be far
greater than that in case of traditional
marketing tactics.
Pressure to innovate- Since the two
parties involved are constantly in
touch with each other, there is always
the pressure to recreate and innovate
to attract as well as maintain brand
loyalty.
Long term approach- It is important to
understand that social media does not
affect sales overnight. It requires extra
effort and a long period to develop cus-
tomer base and maintain relation-
ships.
It is evident that the advantages of social me-
dia far outweigh its disadvantages. Also, be-
ing part of an ever increasingly competitive
business scenario, it is even more essential
for organizations to invest in social media
marketing. In June 2011, Global Web Index
shared a graphic that outlines social network
penetration by country.
19
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Page 20Social Media Marketing
As can be observed from the infographic Phil-
ippines, Indonesia, Malaysia, and the BRIC
countries are highly active in the social net-
working arena. Hence, the marketers would
be able to reap higher profit margins if they
concentrated more on these countries.
Returning to a few examples that would illus-
trate the potential that can be tapped through
social media, I would like to stress on the fact
that correct use of the medium is extremely
important to make or break a brand.
TATA DOCOMO CASE STUDY (Source :
Interface Business Solutions)
Why Social Media
When Tata DOCOMO was planning to enter
the Indian market as
the 9th GSM operator,
it faced entrenched
incumbents and
strong brand commu-
nication barriers from
other telecom opera-
tors. However Tata
DOCOMO was deter-mined to change the
game and cut through
the clutter through
pure innovation and doing the New.
Social Media became the first opportunity
which had not been picked up by most Indian
brands in June 2009 leave alone the telecom
operators. It was unchartered waters but we
knew that Social Media connects us with the
exact TG that the brand wanted to associate
with. It further had the wow element and was
clearly doing the New. The perfect reason for
Tata DOCOMO to draw up an extensive strat-
egy to harness the power of Social Media and
build the brand with its consumers.
Laying the Social Media Strategy
At the very core of the Social Media strategy
was the idea of humanizing a telecom brand
and make it warm, friendly and conversa-
tional. The strategy was simple yet brilliant.
Reach out to every corner of the web and toevery possible TG not
as a corporate brand
but as a friend willing
to engage the con-
sumer in a one-on-one
dialogue on anything
and everything per-
taining to the brand,
its offers, its deficien-
cies as well as any-
thing to do with tele-
com per se. The desired outcome was clear in
everyone's mind to build the most loyal set
of beta customers who will champion the
brand in their micro-communities at every
moment.
20
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Page 21Social Media Marketing
The execution
A dedicated Social Media team at Interface
was built to execute the plan. Twitter, Face-
book, Orkut, Youtube accounts were opened
up and optimized even before the brand
launch took place. The website itself actively
solicited visitors to signup to the Tata
DOCOMO communities months before it be-
came a fad for others. The Social Media team
set about targeting each of the Social Media
platforms differently.
The Outcome
Each media of the social media strategy has
helped Tata DOCOMO build a strong and
loyal fanbase amongst the youth and has un-
mistakably taken ownership of the innovator
platform thus firmly establishing the brand
essence of do the New. The brand values of
honesty, transparency and sincerity have
been well established in the minds of con-
sumers. Tata DOCOMO social presence is
not seen to be a marketing gimmick but a
genuine effort to connect and engage with
every fan and follower with sincerity and with
the authority to solve their problems.
21
-Aditi Joshi
DoMS, IIT Roorkee
aditijoshi.iitr@gmail.com
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Page 22Putting handsets inside consumers pocket
According to Gartner, worldwide mobile com-
munication device sales have increased by 19
percent in the first quarter of 2011 as com-
pared to 2010. As the industry continues to
grow rapidly, Nokia is losing its market share.
Nokias world market share declined 5.5 per-
centage points year-on-year, and its share has
reached its lowest, since 1997, to 30.6 per-
cent. Nokia's market share in India has
halved in just few quar-
ters. The company con-
trols around 30 percent
of Indian market, accord-
ing to research firm Gart-
ner, compared with
around 60 percent mar-
ket share in the previous
year. While Samsungs
world market share stood
at 18 percent which is the companys strong-
est first quarter ever. We studied how the two
big names and other mobile phone compa-
nies are getting their share of the consumers wallet by doing a survey of multi brand mo-
bile phone retailers in Roorkee. This article is
based on our findings.
With more than ten brands (namely Nokia,
Samsung, Micromax, BlackBerry, LG, GFive,
Karbonn, Spice, Maxx, Sony Ericsson, Mo-
torola and others) competing across differentsegments in India, most mobile phone com-
panies find it quite challenging to put their
handsets into the consumers pocket. There
are so many varieties available in the market;
customers find it difficult to make choice,
said a retailer. Here is an account of the re-
tailers perspective of the mobile phone mar-
ket.
LAUNCHING PRODUCTS AND APPLI-
CATION
When a new product is
launched and is adver-
tised, it must be available
with us within two weeks
so that the initial de-
mand doesnt dry out.
said a retailer. Some
brands supply newly
launched products only
to their own-brand-
outlets for the first few weeks despite the fact
that we can perform better than them said
another retailer. When a new product is
launched, some companies face the problem
of high demand and low availability, so rather
than being biased towards their own outlets
they should take in account all the retailers.
Most companies come up with a variety of
products. But few take care of all of them.
Others just concentrate on a few bestsellers,
said another one. Not only launching new
products, launching new applications are very
22
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Page 23Putting handsets inside consumers pocket
much important and contribute to the mobile
business. The Samsung Application Store
gives immense choice to consumers looking
for I applications relevant in Indian context
it offers 150,000 Java and as many as
9,000 Bada and Android applications which
one can download. The company has also cre-
ated a Samsung Fun Club from which smart
-phone users can download games, videos
and music. Samsung
says, it is getting over
1.6 million downloads
every day. Similarly,
Nokia Store offers as
much as 17,000 appli-
cations for download.
The Ovi store from
which one can buy mu-
sic gets over one mil-
lion hits from India alone.
For every new product launched, the com-
pany must make proper arrangements for
servicing the product. A quick response is
very much desired by the customer and al-
most one-third of the customers were un-
happy with the services provided by their
brand and were willing to switch brands as
mentioned by retailers.
PRODUCT VARIETY AND TECHNOL-
OGY
Technology is fast changing and so are con-
sumer demands. These days customers want
android phones said a retailer. When asked
the reason, he added Android supports lot of
applications. Google's Android platform rose
to a dominant position in the smart-phone
market in the first quarter of 2011. We offer
customers Android operating systems, we
also offer them Bada which is our own pro-
prietary system and we
are also looking at
launching some Micro-
soft Window operating
systems. Its a kind of
range which our com-
p e t i t o r s c a n n o t
match, said Ranjit
Yadav, Samsung India
country head of mobile
and IT. According to retailers, Samsungs
dual SIM and android devices are customers
favorites. To help its weakening position in
smart-phone segment, Nokia has made a dealto start the use of Microsoft's Windows Phone
software in its handsets instead of Symbian.
Nokia has also come up with dual SIM prod-
ucts.
Moreover, interesting trends in low-end seg-
ment of mobile phones shows drastic increase
in share of new entrant mobile companieslike Micromax, Lava, Karbonn etc.
23
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Page 24Putting handsets inside consumers pocket
This definitely proves the fact that the cus-
tomers in this segment demand value for
money.
RELATIONSHIP MANAGEMENT
Retailers help customers to choose a mobile
phone that is beneficial for both of them.
Most often customers buy products that we
endorse, said a retailer. In a market where
products are equally good and prices com-
petitive, retailers are usually biased towards a
brand that offers flexible and better margins
and payout schemes. When asked about
schemes, a retailer replied for example if we
sell a thousand product of a particular brandthey give us bonuses. Flexibility means that
if a scheme is applicable for sales of 100
handsets of a model in a certain segment of a
particular brand, then the scheme is made
valid even if there is somehow a shortage of
very less quantity, say 5, it could be adjusted
in next months payout scheme. Brands which
offer attractive payout schemes become re-
tailers favorite and in-turn find their way
into the consumers pocket.
Another important aspect which motivates
the retailers to favor a certain brand is re-
tailer-distributor relationship. Few retailerscomplained about the poor relationship man-
agement by distributors. In local market, es-
pecially small cities, this relationship is very
important because for a small region or town
there is only one distributor of a brand. Then
his relationship with retailers will certainly
affect the brands sale in that region. A poten-
tial solution to this problem could be dividing
the circle area into smaller regions so that the
retailers could have access to two or more dis-
tributors.
24
- Sayantan and Pawan
DoMS, IIT Roorkee
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Page 25 Cause This, This Is A Poem
I want you to know
Know that its hard living and how hard it pains
Tell me can you feel it,
See its running, running right through my veins
I want you to know
Know that there are some things, which I cant explain
Cause this, this is a poem, a poem that I can never write again
I may cry
Cry my heart out, without a tear dropping down my cheek
I may not say
Say that you have the sweetest voice, & sure it can make me go weak
I may try
Try as hard as I can, and wouldnt hesitate a bit even to cheat
Cause this, this is a poem, a poem that I may never be able to complete
I can see
See those colors and feel the heat
your eyes pierce
Pierce me like darts, and I skip a heartbeat
And I can trade
Trade my soul, if thats whats needed to seal the deal
Cause this, this is a poem, a poem that will tell you how I feel
Somehow I Know
Know that all my efforts, would die in vain
and Ill stay
Stay forever, getting soaked in this pouring rain
But I know
Know, I wont get what I need
Cause this, This is a poem, a poem that you'll never read
25
- Manav Kaushik
DoMS, IIT Roorkeemanav2502@gmail.com
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Qutopia20
26
Its Exquizite, Kills your Quriosity and adds to your Quizdom. Need we say more?
Qutopia A Utopia of the best Biz Quiz Tidbits to wreck your brains! Rush in your an-
swers todomination.doms.iitr@gmail.com, before 30th September, 2011. The winner will
have their names published in the next issue. Also, person getting the highest score in the
current quarter (July-September 2011) will get a gift voucher. Answers in the next issue of
DoMination.
1. Identify the logo?
2. What does ADR stand for?
3. What was Anna Hazares occupation before becoming a social-activist?
4. Where 2022 FIFA World Cup would be held?
1. Which company is the world leader in marketing communications?
2. Whos the CEO of Procter & Gamble Company?
Section A
(1 Point for each correct answer)
Section B
(2 Point for each correct answer)
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Qutopia20
27
Section C
(3 Point for each correct answer)
3. What is the official publication of Germany, China and Portugal known as?
4. Whos the parent of Oberoi & Trident hotels chain?
* Identify the legendary Indian?
Answers to Qutopia 19
Answer: Section A
1. First postage stamp of Independent India
2. Chicken market is the stock market with no significant movement in the index
3. The Silicon Valley
4. Lakme
5. Year 1969
6. MLaren Formula 1 has the engine from BMW
Answer: Section B:
1. Logo of the United Nations Climate Change Conference held at Copenhagen, commonly known as the Copenhagen Summit
2. Shombit Sengupta, he designed the logo of each of themr
3. Kothari Pioneer in 1993 later merged with Franklin Templeton
4. The Big Mac Index
Winner:
Udit Gupta (Batch 2010-2012)
G.Manoj (Batch 2010-2012)
- Prateek Tomar
DoMS, IIT Roorkee
Prateekdps89@gmail.com
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Page 28DoMS-da-Evince
1) What are the roles and responsibili-
ties with Reliance Industries Ltd.? How
did it help in your career?
I joined Reliance as a Management Trainee
and have come a long way. When I had joined
Reliance I was supposed to take over the pro-
file of a Field Sales officer and spent the bet-
ter part of a year under training but as the
date of confirmation neared I was in for a
shock. I was told that the job isnt suitable for
a woman and I was adjusted into another
profile which was mainly of an assistant. I
took it as a challenge and am now working in
the head office as Manager in operations. I
handle national sales, industry data, coordi-
nation between field & head office. It has notbeen an easy journey but it surely has been an
interesting one.
2)What characteristics make Sales pro-
file challenging and demanding?
Well, I havent really been in the hard core
sales. My profile is of data churning ,the most
challenging part being accuracy. A numberhere & a number there make a hell lot of a
difference in the final output & trust me I
have learned the hard way. I have always
been a person who does work in a hurry & in
my initial days I paid more emphasis on fin-
ishing on time rather than on accuracy and to
top that I have been blessed with bosses who
are razor sharp in numbers. They just have to
see the nos and they can tell you something is
wrong. I would suggest you to be sure of your
work as it is a cut throat world out there & all
of you wont be blessed with generous bosses
like I have been.
3)How has the government resistance
to allow deregulation of Diesel affected
the petroleum industry specially the
private sector? Do you think that like
petrol diesel should also be freed from
the clutches of subsidy?
This is one topic which is very close to my
heart. When I had joined Reliance petroleum
the company was onto launching some 4000
odd petrol pumps across India. Our motto
was to do something different in a market
where the customer has been short changedforever.
28
This time in DoMS-da-Evince, we bring excerpts from an interview with Ms. Smita
Beohar, who is a dynamic professional with over 7 years of rich experience in Strategic
Planning, Sales & Marketing, Business Development, Channel Management, Key Account
Management and Team Management in the Petroleum Industry. She is currently working
with Reliance Industries Ltd. as Manager Sales Planning.
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Page 29DoMS-da-Evince
Within 3 years we were up & running and
even managed to get a market share of 13%
which was no mean feat. During this time we
even managed to wake up the PSUs and re-
sult is visible to all. The petrol pumps are now
much consumer friendly and there are facili-
ties which go beyond the basic product. But
then came a time when crude prices increased
and the PSU continued selling at less price
and got subsidies from government in the
form of oil bonds but none of the private
companies like RIL, Essar & Shell got that
benefit. The direct result of this was that
these companies started slowing down.
Every year there are talks of deregulation of
Diesel which would allow the companies to
regulate the price but due to political pressure
the deregulation is yet to see the light of the
day. The government had dismantled APM in
2002 to give a level playing field to all compa-
nies. The move resulted in Private players to
join the business but despite the dismantling
government still holds the thread to the busi-
ness which makes or breaks elections. Com-
plete de regulation would give a level playing
field to all players & trust me to some extent
it will also solve the problems that a con-
sumer faces i.e. of adulterated product. Yes de
regulation would also mean little higher
prices but then I feel that it is high time that
we are free of the clutches of subsidy. As it is
these subsidies help rich get richer. A lot
more can be discussed on the same. So in
case you want to discuss the issue with me do
drop in a mail at smita.beohar@gmail.com
3)How has DoMS, IIT Roorkee contrib-
ute to your success?
Well, DoMS made me what I am. It laid the
foundation of where I stand today. I believe it
continues to provide a good platform for
building oneself. It is more of a facilitator and
it is up to us, what maximum we extract out
of it !
4)Any Message for the readers, espe-
cially the current batches?
I have been hearing only good things about
the department. you guys have a lovely infra-
structure, a good faculty & an excellent brand
name. Never underestimate it and use the
whole system to its full potential. Try and
make the best possible use of these 2 years.
All the best.
29
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Regardez I'economie
30
In this edition, we delve into the major economic activities of August2011 that had an impact on Indian economy
This August saw
frantic happen-
ings of historical struggles
both in the domestic territory
and on the International
stage struggles that ranged
from the rise of a unique
revolution against corruption
(dubbed as freedom struggle
Part II) to the struggle of
the Western giants in keeping
their head high in the tumul-
tuous waters of a shakingWorld Economy. The tremors
of the present crisis in the
United States and Europe
could be felt all across the
globe. The fear of another re-
cession might be giving
nightmares to many people,
but the current scenario
could also signal a shift in
Global Power. India, in cur-
rent circumstances, is not
only facing the change in dy-
namics of Global Power but
also fighting the evil of Cor-
ruption on war front at home,
so much so that it has para-
lysed the already slow deci-
sion-making in the current
UPA Government as the fo-
cus has totally shifted from
inflation and GDP Growth to
just one bill the Jan Lok-
pal Bill.
God Help America! Can we
seriously count on it for the
upcoming time to tide us to
the safety of shores? Last Oc-
tober, when the rating agen-
c i e s l i k e
Moody, Fitch
and S&P had
warned the US
lawmakers of their balloon-
ing budget deficit, no one
could have imagined of thisunpredictable future. The US
economy stumbled badly in
the first half of 2011, coming
close to contraction in first
quarter. Americas AAA
credit rating has been down-
graded by a notch by Stan-
dard & Poor to AA+ rating
even though the Obama ad-
ministration was able to se-
cure the votes in favour of
increasing the US debt (to
the tune equal to that of US
GDP!) ceiling as that was the
only option which was there
with them to tide over the
crisis of this deficit. There are
various opinions regarding
this downgrading from politi-
cal to economic. Standards &
Poor, during its earlier re-view had given a warning on
downgrading the US Credit
Rating on account of increas-
ing deficit and slowing
growth in the US. The reper-
cussions of the downgrade
have descended upon the
global economy like a bolt
from blue.
Amidst all the promises to
lower down the budget defi-
cits by Obamas administra-
tion, the event has shattered
the hope of investors and
traders across the globe.
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Regardez I'economie
31
Every stock market includ-
ing ours took a huge hit andcrashed like Babel. A feeling
of panic can be sensed not
only from the amateurs of
the market but also the ty-
coons of Wall Street. In the
backdrop of a weakening
dollar against other major
currencies like the Euro, the
Japanese Yen, etc there are
calls from the next genera-
tion super power like China
asking for replacement of
the US dollar as the reserve
currency, even though they
are the biggest lenders to the
US Government and the
holder of a huge pile-up of
US dollars. But then it is
China the Country which
maintains a prudent balance
of everything be it the cur-
rencies, Gold or even the
Crude Reserve for that mat-
ter, which is why in the cur-
rent vicious scenario, the
Economists all across havestarted looking at China
from a very close angle and
speculations are ripe as to
how might China react in
this situation will it act
like an opportunist or will it
act in the larger interest of
the Global Economy. But the
replacement of US dollar as
the Global reserve will not
only impact the US, it will
also have an impact on the
emerging countries which
depend on easy loans and
FII inflow from the dollar
market and India especially,
has got huge dollar reserves
as compared to other cur-
rencies in the kitty of our
Foreign Exchange Reserves.
The European Union, al-
ready suffering from the
burden of PIGS (Portugal,
Italy, Greece, and Spain) will
have another addition to its
investors fears and anxiety
and this could adversely af-
fect the Euro. The panic in
the currency market could
easily be pointed out with
the lump sum increase incommodities like Gold & Sil-
ver. Gold & Silver with other
precious metals like Plati-
num and Palladium are ex-
pected to attract buyers, and
exchange traded funds with
gold as underlying asset as
in the current scenario,
when the Equities market
world-wide are facing a bear
run, the investors are ac-
knowledging Gold as the saf-
est haven for investment.
One of the global impacts
could be softening of Com-
modity prices too, and Mid-
dle East could face the im-
pact in earnings of oil pro-
ducers who will try to hold
on oil prices. Because of the
above consequences, ini-
tially a double dip recession
was forecasted and it further
resulted in a panic environ-
ment among traders and in-
vestors. As we have already
seen the global impact of cri-
sis, but a question still re-
mains how the situation so
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Regardez I'economie
33
-tary policy, as it might fur-
ther affect our exports. But,
as the EU is still trying to
recover, and a sudden fear of
another recession in the US,
the new power group like the
BRICS have a larger role to
play in Global Economy. So
this might be the blessing in
disguise for our nation, the
time has come for India to
raise itself from the garb of
corruption and to play a sig-
nificant role in the World
stage.
- Shibi Singh
DoMS, IIT Roorkee
Shibi.singh@gmail.com
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The Team
Shruti Goel
Anuj Mody
Chetna Yadav
Mukesh Rathi
Rajneesh Kumar
Contributors
Aditi joshi
Anurag Agarwal
Manav Kaushik
Pawan
Prateek Tomar
Saumya Verma
Sayantan
Shibi
Anirudh De
Deep Pathak
Harsh Singh
Pallavi
Rohini Sharma
Rishi Arora
Udit Gupta
Sudeep Dakua