· Rishi Dayaram And Sheth Hassaram National College & S. W. A. Science College Smt. Jotu Kundnani...

Rishi Dayaram And Sheth Hassaram National College Rishi Dayaram And Sheth Hassaram National College Rishi Dayaram And Sheth Hassaram National College Rishi Dayaram And Sheth Hassaram National College

& S. W. A. Science College& S. W. A. Science College& S. W. A. Science College& S. W. A. Science CollegeSmt. Jotu Kundnani Chowk, Off Linking Road, Bandra(W), Mumbai Smt. Jotu Kundnani Chowk, Off Linking Road, Bandra(W), Mumbai Smt. Jotu Kundnani Chowk, Off Linking Road, Bandra(W), Mumbai Smt. Jotu Kundnani Chowk, Off Linking Road, Bandra(W), Mumbai

Conference proceeding

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NationalNationalNationalNational

Start Start Start Start ---- Ups: Innovation To RealityUps: Innovation To RealityUps: Innovation To RealityUps: Innovation To Reality

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B.Com (Accounting and Finance) (BAF)B.Com (Accounting and Finance) (BAF)B.Com (Accounting and Finance) (BAF)B.Com (Accounting and Finance) (BAF)

Bachelor of Management Studies (BMS)Bachelor of Management Studies (BMS)Bachelor of Management Studies (BMS)Bachelor of Management Studies (BMS) R.D. & S.H. National College & S.W.A. Science CollegeR.D. & S.H. National College & S.W.A. Science CollegeR.D. & S.H. National College & S.W.A. Science CollegeR.D. & S.H. National College & S.W.A. Science College

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& S. W. A. Science College& S. W. A. Science College& S. W. A. Science College& S. W. A. Science CollegeSmt. Jotu Kundnani Chowk, Off Linking Road, Bandra(W), Mumbai Smt. Jotu Kundnani Chowk, Off Linking Road, Bandra(W), Mumbai Smt. Jotu Kundnani Chowk, Off Linking Road, Bandra(W), Mumbai Smt. Jotu Kundnani Chowk, Off Linking Road, Bandra(W), Mumbai


Envisage 2018Envisage 2018Envisage 2018Envisage 2018NationalNationalNationalNational Conference Conference Conference Conference

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Jointly Organized ByJointly Organized ByJointly Organized ByJointly Organized By

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B.Com (Accounting and Finance) (BAF)B.Com (Accounting and Finance) (BAF)B.Com (Accounting and Finance) (BAF)B.Com (Accounting and Finance) (BAF)&&&&

Bachelor of Management Studies (BMS)Bachelor of Management Studies (BMS)Bachelor of Management Studies (BMS)Bachelor of Management Studies (BMS)R.D. & S.H. National College & S.W.A. Science CollegeR.D. & S.H. National College & S.W.A. Science CollegeR.D. & S.H. National College & S.W.A. Science CollegeR.D. & S.H. National College & S.W.A. Science College

andandandand

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& S. W. A. Science College& S. W. A. Science College& S. W. A. Science College& S. W. A. Science College Smt. Jotu Kundnani Chowk, Off Linking Road, Bandra(W), Mumbai Smt. Jotu Kundnani Chowk, Off Linking Road, Bandra(W), Mumbai Smt. Jotu Kundnani Chowk, Off Linking Road, Bandra(W), Mumbai Smt. Jotu Kundnani Chowk, Off Linking Road, Bandra(W), Mumbai ---- 400050400050400050400050


Envisage 2018Envisage 2018Envisage 2018Envisage 2018

Conference Conference Conference Conference onononon

Ups: Innovation To RealityUps: Innovation To RealityUps: Innovation To RealityUps: Innovation To Reality


B.Com (Accounting and Finance) (BAF)B.Com (Accounting and Finance) (BAF)B.Com (Accounting and Finance) (BAF)B.Com (Accounting and Finance) (BAF)

Bachelor of Management Studies (BMS)Bachelor of Management Studies (BMS)Bachelor of Management Studies (BMS)Bachelor of Management Studies (BMS)

R.D. & S.H. National College & S.W.A. Science CollegeR.D. & S.H. National College & S.W.A. Science CollegeR.D. & S.H. National College & S.W.A. Science CollegeR.D. & S.H. National College & S.W.A. Science College

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March, 2018March, 2018March, 2018March, 2018

TABLE OF CONTENTS

S.No. Title of Paper Researcher Page No.

1 A STUDY TO FIND THE CONSUMPTION PATTERN OF PAAN IN URBAN TERRITORY

Maninder Kaur Walia. 64-73

2 HOW STARTUPS IN INDIA ARE BECOMING HARBINGER OF INNOVATIVE FUNDING FOR MSMEs

Vivek Sharma

74-79

3 EXPEDITIOUS SYNTHESIS, PROPERTIES & APPLICATIONS OF DEEP EUTECTIC SOLVENTS

Ashish Singh

80-81

4 MILAAP: PROFIT AND NON-PROFIT CO-EXISTENCE FOR SOCIAL IMPACT

Nilesh Maurya

82-88

5 PROFILE OF A STARTUP ENTERPRISE IN ORGANIC FOOD

Ms Lakshmi Iyer

89-93

6 WATER POTABILITY TESTING CASE STUDY OF MUMBAI REGION.

Mona Kejariwal*, Chetan Pati2, Abhishekh Tiwari, Sunil Sahani

94-98

7 GAON CONNECTION: THE RURAL MOUTHPIECE Kirti Khanduja 99-102 8 STARTUPS: INNOVATION TO REALITY Namrata Parekh 103-108 9 FEEDING INDIA Vivek Yadav 109-113

10 SYNTHESIS, CHARACTERIZATION OF BFO AND IT’S CATALYTIC APPLICATION IN OXIDATION OF PRIMARY ALCOHOL

Ramesh N Zade , Kushal M.Mude, Bhupesh M. Mude

114-116

11 IS POLICY BAZAAR A BOOM IN THE INSURANCE INDUSTRY?

Kirti S. Pradhan

117-121

12 SUPPORT IT….! – STAND AT EASE. Prof. Rahul Shetty, Ms. Siddhi Salvi, Ms. Dayani Sangvekar, Mr.Yogendra Sanap

122-125

13 INTRODUCING WEB GEOGRAPHIC INFORMATION SYSTEM IN AGRICULTURE– ANALYSIS OF TWO START-UP SOLUTIONS IN SERBIA

Ljubica Kazi, Dragica Radosav, Madhusudan Bhatt, Amar Kansara

126-134

14 STUDY OF MOMPRENEURIAL START-UPS Mrs. Krupa Brijesh Shah 135-139

15 E-TECHNOLOGY AS AN AID FOR START UPS Dr. Minu Madlani and Mukesh Kanojia

140-144

16 THE INITIATION OF ELECTRIC CARS IN INDIA – START UP INDIA

Karan Bhasin, Nikisha Kukreja 145-151

17 THE PROFILE OF A START UP ENTERPRISE IN TOURISM

Dr Saraswathi Moorthy 152-156

18 ROLE OF SIDBI FOR STARTUP FINANCING Niyomi Patel 157-160

19 TRAVELLING MADE EASY (A Case Study of redbus.in)

Puja Choudhary. 161-166

20 A STUDY OF IMPACT OF SOCIAL MEDIA ON START UPS – AS AN EFFECTIVE TOOL OF MARKETING

Dr. Shraddha Mayuresh Bhome, Adv. Suyash V. Pradhan

167-170

21 OLA CABS: START UP BY 2 IIT BOMBAY GRADUATES Dr. Neha Jagtiani 171-176

22 SELF HELP GROUPS A POWERFUL TOOL FOR SOCIAL CHANGE :SUCCESS STORY OF SABEEYAKHANAM

Dr. Ms Minu B. Madlani and Dr.Jitendra K. Aherkar

177-180

23 START-UPS IN INDIA---- A MACRO PERSPECTIVE

Dr. Prashant Vithal Kadam, Miss. Sunita Gurav, Miss. Natacia Noronha & Miss. K. Jayapriya .M

181-188

24 A MOMOLICIOUS START UP – “WOW MOMOS” Ms. Manpreet Wadhwa 189-193

25 CASE STUDY ON UMBRELLA: A STARTUP MATRIMONIAL SERVICE FOR THE DISABLED IN INDIA

Archana Kumari

41-43

Walia M.K., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 64-73

A proceeding of Envisage 2018 National Conference on Start - Ups: Innovation To Reality (from Ideas to Markets)

www.johronline.com 64 | P a g e

For Correspondence: [email protected]. Received on: April 2018 Accepted after revision: June 2018 Downloaded from: www.johronline.com

Introduction: Consumption of paan after meals is a traditional habit in India that is still followed in many cultures. Credit to its refreshing and medicinal properties, it never went out of fashion. But, the fads that have followed it are exotic, creative and even adventurous.

Journal Of Harmonized Research in Applied Sciences 6(2), 2018, 64-73

A STUDY TO FIND THE CONSUMPTION PATTERN OF PAAN IN URBAN TERRITORY

Maninder Kaur Walia.

Assistant Teacher (Junior College) R D National College, Bandra (W).

Original Research Article

Journal Of Harmonized Research (JOHR)

ISSN 2321 – 7456

Abstract: Over the time the traditional paan is changed many a times to fit the modern culture and taste. Creativity just flows in such products, for example Chocolate paan, fire paan, icecream paan etc. But even after so much customization of paan to grab the modern taste, likings and also with such great health benefits of its own (100% Tobacco free & Nicotine free paan), the consumption of paan is very low in urban culture. Rather they go for the cigarette, Tabaco and other harmful products for refreshments. Here is where our research comes in to find out the reasons why people don’t prefer eating paan as a digestive product after lunch or dinner or whether it be for mid-day refreshment (mouth freshener). The research consists of understanding the consumption patter of paan on urban territory and reason why paan consumption is low in the upper middle class and higher class population. It also consists the reasons why people do not consume paan, Is it the product which the consumers are not liking it, is it the taste or is it the packaging or do we just need brand repositioning to change the perspective of people towards paan. The researcher has followed a qualitative as well as a quantitative research design and analyzed the consumption patter and reasons of the demand for paan in urban culture specially in the upper middle class and higher class income group.Hence with the findings to start a food startup which will penetrate the market and will replace the habits of the consumers which are leading to the bad health. Example: To reduce the consumption of Cigarette, Mint and other mouth fresheners. It will also help to create the awareness of the varied health benefits of the paan. And to reposition the product paan in the market. Keywords: Paan, Tabaco, food Star-up.




It’s a common site to find a small kiosk selling paan at the corner of any alley, a commercial complex or any other place that garners crowd, be it in big cities or small towns. While make-shift stalls with tarpaulin roofs continue to sell the traditional paan, there are fancy ones opening in malls and at other city hubs, selling the fresh, leafy goodie and its modern, innovative variants. Traditionally consumed as a mouth freshener and even as a digestive aid, paan is a pop of flavourful and fragrant ingredients wrapped in a fresh green betel leaf. Interestingly though, and to one’s luxury of choice, there are variations of the patta or leaf as well. While the desi, Banarsi and maghaipatta hold a sharp and strong flavour, the meethapatta is the sweeter one. Travel anywhere in India and you might come across a paan shop selling this age old tradition with minuscule twists, sometimes only in the names, which mend according to the language of the state. In West Bengal, for instance, meetha paan would become mishti paan and saada paan or the paan with a flat taste would be bangla paan. Still consumed in homes to put an end to a meal or at weddings commemorated in traditional styles, paan has a host of health benefits too. The paan patta is said to have components that can reduce the level of sugar in blood, thus helping in treating diabetes. It is also believed to aid weight loss by working on cutting body fat. Chewing betel leaves in moderation also prevents oral cancer by maintaining the levels of ascorbic acid in the saliva. In ancient times, people would also cure wounds by using the leaves for bandages. A small pop of flavours, fragrance and good health, the traditional paan is being creatively played with, in manners that are refreshing to the eyes and to the palate. The same old make-shift shop with a tarpaulin continues to sell the same old traditional paan, but the options are aplenty now. Chocolate, blueberry, strawberry, raspberry, brownie,

honey, almond, kiwi – the paan makers in India have given an exotic twist to the centuries old mouth freshener. Being creative and rather adventurous, the many kiosks around India now sell the fiery paan. And, it literally is, on fire. Peppermint brass is added alongside other fillings to make it catch flames. Harmless as it might be, if the idea fire in your mouth doesn’t suit you, try the ice paan and enjoy the cool aftertaste in your mouth. Objectives of the Study • To understand the consumption patter of

product paan in urban territory. • To find out the what do the upper middle

class and higher class prefer for mid-day refreshments, mouth freshener and digestive agent after lunch and dinner.

• To find out whether the upper middle class and higher class prefer buying paans from local small paan bidi shops.

• To enlist the prospects and the road ahead of the study and offer appropriate suggestions for an effective implementation of marketing strategy and brand repositioning of the product paan.

Scope of Work • The study is specific to Mumbai. • Respondents: Young students, Salaried

professionals, Businessmen and Businesswomen.

• The study is covers only Upper middle class and Higher middle class.

• The future researcher can cover lower middle class and low-class population.

• The future researcher can extend the study to different states of the India.

Research Methodology: The research will be carried out in various phases that constitute an approach of working from whole to part. It includes subsequent phases trying to go deeper into the consumer’s psyche and develop a thorough understanding of what a consumer looks for while buying paan.

Walia M.K

National Conference on Start

The phase is with some respondents who will be interviewed with the help of questionnaire keeping in mind the time and cost constraints.Tools of Data Collection: relevant for study was drawn from Primary data collected through survey method, which alone was not sufficient. Hence Secondary data was collected to study successfully.Primary data: It will be collected using a questionnaire. A well laid out questionnairbe designed for this purpose. Secondary data: This information will be obtained from secondary sources which include newspapers, magazines, reliable websites, internal reports and other published sources.Sample Design: The research was carried outvarious phases that constituted an approach of working from whole to part. It included subsequent phases trying to go deeper into the consumer’s psyche and develop a thorough understanding of what the consumer looks for while buying paan. Study a samplpersons was chosen from the in Mumbai city. The sample was judgmental and methodology was convenient non-probability sampling.Plan of Analysis: Raw Primary data has been collected with help of questionnaire. The raw data has been tabulated with tFrom the tables, concept, analysis and inferences are drawn which in turn was used for interpretation. Based on, these charts were prepared to better pictorial understanding of the study. From the set of inferences and interpretation, conhave been drawn which is followed by suggestions, keeping the objectives in mind throughout the study. Size of Sample 150 Sampling technique Convenience non

probability Sampling method

Location from which samples were taken

Mumbai city

Walia M.K., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 64

A proceeding of Envisage 2018 onference on Start - Ups: Innovation To Reality (from Ideas to Markets)

www.johronline.com

The phase is with some respondents who will be interviewed with the help of questionnaire keeping in mind the time and cost constraints. Tools of Data Collection: The information relevant for study was drawn from Primary data collected through survey method, which alone was not sufficient. Hence Secondary data was collected to study successfully.

It will be collected using a questionnaire. A well laid out questionnaire will

This information will be

obtained from secondary sources which include newspapers, magazines, reliable websites, internal reports and other published sources.

The research was carried out in various phases that constituted an approach of working from whole to part. It included subsequent phases trying to go deeper into the consumer’s psyche and develop a thorough understanding of what the consumer looks for while buying paan. Study a sample of 150 persons was chosen from the in Mumbai city. The sample was judgmental and methodology

probability sampling. Raw Primary data has been

collected with help of questionnaire. The raw data has been tabulated with the help of table. From the tables, concept, analysis and inferences are drawn which in turn was used for

Based on, these charts were prepared to better pictorial understanding of the study. From the set of inferences and interpretation, conclusion have been drawn which is followed by suggestions, keeping the objectives in mind

Limitations of thegeographically restricted to Mumbai city only. Hence the result cannot be extrapolated to other places. Sample size was confined to 150 respondents keeping in view of time and cost constraints. Findings are basedinformation executed by respondents may or may not be true because some respondents may not be serious. However, all possible has been made to collect the information as authentically as possible. All interview questions are undisguidirect. Hence there is a scope for the respondents to be biased or pretentious. Data Analysis and Data RepresentationTable No.1: Table showing the profile of respondents based on Gender.Gender No. of

RespondentsFemale 46 Male 104

Graph No.1: Graph showing the profile of respondents based on Gender.

Table No.2: Table showing the profile of respondents based on age.Age No. Of

Respondents18 to 30 43 30 to 40 68 40 to 50 30 50 to 60 9 60 and above 0

GENDER PROFILE

MALE

Convenience non-probability Sampling method Mumbai city

64-73

Ups: Innovation To Reality (from Ideas to Markets) 66 | P a g e

the Study: This research is geographically restricted to Mumbai city only. Hence the result cannot be extrapolated to other

Sample size was confined to 150 respondents keeping in view of time and cost constraints. Findings are based on sample survey. The information executed by respondents may or may not be true because some respondents may not be serious. However, all possible has been made to collect the information as authentically

All interview questions are undisguised or direct. Hence there is a scope for the respondents to be biased or pretentious. Data Analysis and Data Representation

Table showing the profile of respondents based on Gender.

No. of Respondents

Percentage

30.66% 69.33%

Graph showing the profile of respondents based on Gender.

Table showing the profile of

respondents based on age. No. Of Respondents

Percentage

28.6% 45.3% 20%

6% 0%

69%31%

GENDER PROFILE

MALE FEMALE

Walia M.K


Graph No.2: Graph showing the profile of respondents based on Age.

Table No.3: Table showing the profile of respondents based on Income.

Annual Income No. Of Respondents

9 Lacs to 11 Lacs 72 11 Lacs to 13 Lacs 46 13 Lacs to 15 Lacs 18 15 Lacs to 17 Lacs 12 17 Lacs and Above 2 Graph No.3: Graph showing the profile of respondents based on Income.

29%

45%

20%6%

AGE PROFILE18 to 30

72

46

180

10

20

30

40

50

60

70

80

9 Lacs to

11 Lacs

11 Lacs to

13 Lacs

13 Lacs to

15 Lacs

INCOME PROFILE



www.johronline.com

Graph showing the profile of respondents based on Age.


respondents based on Income.

Respondents Percentage 48.00% 30.67% 12.00% 8.00% 1.33%

Graph showing the profile of respondents based on Income.

Table No.4: Table showing the profile of respondents based on Occupation.

Occupation No. Respondents

Self employeed 21Service 63Student 20Homemaker 46Retired 0

Graph No.4: Graph showing the profile of respondents based on Occupation.

Table No.5: Table showing the profile of respondents based

various products.

Products respondents

Chocolate 138PAAN 104Mint 145Cigarette 110Mouth Freshener 80Chewing gum 45Graph No.5: Graph showing the profile of respondents based on preference towards various products.

29%

AGE PROFILE30 to 40

12 2

13 Lacs to

15 Lacs

15 Lacs to

17 Lacs

17 Lacs

and Above

INCOME PROFILE

21 630

20406080

OCCUPATION PROFILE

138 1040

50100150200

PRODUCT PEREFERENCE

64-73


Table showing the profile of respondents based on Occupation.

No. of Respondents Percentage 21 14% 63 42% 20 13.33% 46 30.66% 0%

Graph showing the profile of respondents based on Occupation.


respondents based on preference towards various products.

No. of respondents

Percentage

138 92.00% 104 69.33% 145 96.67% 110 73.33%

80 53.33% 45 30.00%

Graph showing the profile of respondents based on preference towards

63 20 46 0

OCCUPATION PROFILE

145 110 80 45

PRODUCT PEREFERENCE

Walia M.K


Table No.6: Table showing the profile of respondents based on preference towards paan.

Answer No. of respondentsYES 104 NO 46 Graph No.6: Graph showing the profile of respondents based on preference towards paan.

Table No.7: Table showing the profile of respondents based on the consumption of paan.Answer No. of respondentsYES 84 NO 66 Graph No.7: Graph showing the profile of respondents based on consumption of paan.

Table No.8: Table showing the profile of respondents based on the reasons why people

don’t prefer paan.

Reasons No. of Respondents

Unhygienic 33 Low class perspective (status) 17 Makes the mouth red 8 Others 8

69%31%

PAAN PREFERENCE

YES NO

56%44%

PAAN CONSUMPTION

YES NO



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Table showing the profile of respondents based on preference towards paan.

No. of respondents Percentage 69.33% 30.66%

Graph showing the profile of respondents based on preference towards paan.


respondents based on the consumption of paan. No. of respondents Percentage

56% 44%

Graph showing the profile of on consumption of paan.


respondents based on the reasons why people don’t prefer paan.

No. of Respondents

Percentage

50%

25.75%

12.12% 12.12%

Graph No.8: Graph showing the profile of respondents based on the reasons why people


Table No.9: Table showing the profile of respondents based on the frequency of

consumption.

Frequency No. of respondents

Daily 26Thrice a week 20Twice a week 8 Once a week 5 Once a month 5 Occasionally 20

Graph No.9: Graph showing the profile of respondents based on the frequency of

consumption.

PAAN PREFERENCE

NO

PAAN CONSUMPTION

NO

Unhygienic

Low class perspective (status)

Makes the mouth red

REASON BECAUSE OF WHICH

PEOPLE DONT PREFER PAAN

2620

05

1015202530

CONSUMPTION FREQUENCY

64-73


Graph showing the profile of respondents based on the reasons why people



respondents based on the frequency of consumption. No. of respondents Percentage 26 30.95% 20 23.81% 9.52% 5.95% 5.95%

20 23.81%

Graph showing the profile of respondents based on the frequency of

consumption.

33

17

8

8

0 10 20 30 40

Unhygienic

Low class perspective (status)

Makes the mouth red

Others

REASON BECAUSE OF WHICH

PEOPLE DONT PREFER PAAN

8 5 5 20

CONSUMPTION FREQUENCY

Walia M.K


Table No.10: Table showing the profile of respondents based on the reasons people prefer going to Local small PAAN Bidi Shops to buy paan. Answer No. of RespondentsYes 40 No 64 Graph No.10: Graph showing the profile of respondents based on the reasons people prefer going to Local small PAAN Bidi Shops to buy paan.

Table No.11:Table showing the profile of respondents based on awareness of the people about the health benefits of paan.Answer No. of respondentsYES 45 NO 105 Graph No.11: Graph showing the profile of respondents based on awareness of the people about the health benefits of paan.

62%

RESISTANCE TOWARDS

LOCAL SHOPS.

YES NO

30%70%

AWARENESS ABOUT

HEALTH BENEFITS

YES NO



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Table showing the profile of respondents based on the reasons people prefer going to Local small PAAN Bidi Shops to buy

No. of Respondents Percentage 38.46% 61.53%

Graph showing the profile of the reasons people prefer

going to Local small PAAN Bidi Shops to buy


respondents based on awareness of the people about the health benefits of paan.

No. of respondents Percentage 30% 70%

Graph showing the profile of respondents based on awareness of the people about the health benefits of paan.

Table No.12: Table showing the profile of respondents based on the awareness of different

health benefits when provided with information.

Benefits Prevents ConstipationPrevents Gastric PainIncreases Hunger Promote Digestion SystemRelieves Cough Treats Respiratory ProblemsPromotes Oral HealthPromotes Good Alertness

Graph No.12: Graph showing the profile of respondents based on the awareness of different

health benefits when provided with the information.

Table No.13:Table showing the profile of respondents based on acceptance of the product

paan after knowing the h

Answer No. of respondents

YES 113

NO 37

38%

RESISTANCE TOWARDS

LOCAL SHOPS.

NO

AWARENESS ABOUT

HEALTH BENEFITS

NO

Prevents Constipation

Prevents Gastric Pain

Increases Hunger

Promote Digestion System

Relieves Cough

Treats Respiratory Problems

Promotes Oral Health

Promotes Good Alertness

64-73


Table showing the profile of respondents based on the awareness of different


No. Of Respondents

Prevents Constipation 15 Prevents Gastric Pain 5

0 Promote Digestion System 80

8 Treats Respiratory Problems 5 Promotes Oral Health 75 Promotes Good Alertness 30

Graph showing the profile of respondents based on the awareness of different



respondents based on acceptance of the product paan after knowing the health benefits.

No. of respondents Percentage

75.33%

24.67%

15

5

0

80

8

5

75

30

0 20 40 60 80 100

Prevents Constipation

Prevents Gastric Pain

Increases Hunger

Promote Digestion System

Relieves Cough

Treats Respiratory Problems

Promotes Oral Health

Promotes Good Alertness

Walia M.K


Graph No.13: Graph showing the profile of respondents based on acceptance of the product

paan after knowing the health benefits.

Findings: Mint is the most highly when it comes to refreshment, after which Chocolate and Cigarette. 1) 70% people like Paan out of which only 56%

people actually have Paan frequently.2) 44% people don’t consume Paan do to

reason like Unhygienic at the top most reason following by affects the status of the consumer.

3) The frequency of Paan consumption is 31% Daily, 23.81% Thrice a week, 23.81% Occasionally, 9.52% Twice a week, 5.95% once a week and 5.95% once a month.

4) 61% people don’t prefer to buy Paan from local small Paan Bidi shop

Segmentation • AGE: • 18 TO 25 • 26 TO 35 • 36 TO 45 • 50 AND ABOVE Eating Habits: • Regular paan eaters • Occasional paan

eaters • Non – Paan eaters

75%

25%

ACCETANCE OF PAAN AFTER

KNOWING THE BENEFITS

YES NO



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Graph showing the profile of respondents based on acceptance of the product

paan after knowing the health benefits.

Mint is the most highly consumed

when it comes to refreshment, after which

70% people like Paan out of which only 56% people actually have Paan frequently. 44% people don’t consume Paan do to reason like Unhygienic at the top most

affects the status of the

The frequency of Paan consumption is 31% Daily, 23.81% Thrice a week, 23.81% Occasionally, 9.52% Twice a week, 5.95% once a week and 5.95% once a month. 61% people don’t prefer to buy Paan from local small Paan Bidi shops.

5) 70% people are not aware about the health benefits of Paan.

6) 80% of people are only aware of two health benefits of consuming paan. They are as follows:

• Promotes Digestion System• Promotes Oral Health7) 75% people agreed to have Paan on frequent

basis after knowing the various health benefits of the Paan.

Conclusion: 100% Tobacco free & Nicotine free Paan is like by majority of population. But due to reasons like Unhygienically made paans on the small local paan bid shops consumers are resisting to buy. Consumers are also resisting to eat paan because paans are majorly available at the local paan bidi shops which affects the status of the upper middle class and higherMajority of the consumers and prospect consumers are not aware of the healof the paan, because of which they are not interested in consuming this product.From the research findings it is found out that once the consumers are aware of the various benefits of the paan they are highly interested in adding paan in theirSuggestions Starting a start-up with the following marketing mix using creative packaging and Brand and product repositioning.

Targeting Positioning • Youth • Adults • Senior citizen

• Mouth Freshener • Desserts

Occasional paan

75%

ACCETANCE OF PAAN AFTER

KNOWING THE BENEFITS

NO

64-73


70% people are not aware about the health benefits of Paan. 80% of people are only aware of two health benefits of consuming paan. They are as

Promotes Digestion System Promotes Oral Health 75% people agreed to have Paan on frequent

r knowing the various health benefits of the Paan.

100% Tobacco free & Nicotine free Paan is like by majority of population. But due to reasons like Unhygienically made paans on the small local paan bid shops consumers are

sumers are also resisting to eat paan because paans are majorly available at the local paan bidi shops which affects the status of the upper middle class and higher-class consumers. Majority of the consumers and prospect consumers are not aware of the health benefits of the paan, because of which they are not interested in consuming this product. From the research findings it is found out that once the consumers are aware of the various benefits of the paan they are highly interested in adding paan in their daily diet.

up with the following marketing mix using creative packaging and Brand and product repositioning.

Differentiation • Variety of

flavours • FDA Certified • 100% Organic

Ingredients




Suggested Marketing Mx: Product: • Organically grown betel leaves (USP) • Refreshing Taste • FDA certified (USP) • Safe and hygienic(USP) • 100% Tobacco free & Nicotine free • 100% Customizable Ingredients(USP) Packaging: Triangular Box with tissues and plastic tweezer so that the hands don’t get clumsy due to which consumers won’t resist having paan in public. Price: • Premium pricing (also called prestige

pricing) is our strategy • Pricing at or near the high end of the

possible price range will help attract status-conscious consumers

• The price will be an indication of good quality and hygiene

• It’s a sign of self-worth -;" it authenticates the buyer's success and status; it is a signal to others that the owner is a member of an exclusive group

Pricing range: Rs.50 TO Rs.250 Customizable paan: pricing as per the ingredients. Place: � Omni channel strategy � Manufacturing unit at Karjat located near

railway station. � Two carts which will move around areas. • Cart 1: Dadar – Matunga – Mahim • Cart 2: Bandra � Physical store: Colaba � Online Home delivery areas covered

(Colaba to Bandra) Promotion: � Active social media pages: • Instagram • Facebook • Snapchat � Campaigns on social media:

Examples: Asking audience to give names to the new flavored paan most creative name will be taken as the product name and prizes will be given with paan hampers.

1) Tag 5 of your friends on the post and get 3 paan for free.

2) Asking the audience for their suggestions on the customization and flavours, highest rated customization will be served as the Jaantas (public) choice of the month paan

� Creating website for product displays, Home delivery orders, feedback and suggestions.

� Creative Blogs about the benefits of the paan, tradition of the paan, how paan is good for the health etc. to create awareness about this product.

� Influencer marketing with the Food bloggers, Food youtubers. Example: @mumbaifoodie, @foodtalks @tastebudsdontlie @foodtheory etc.

� Sponsoring Events and placing a Paan chart in the college events, corporate events.

� Creative Packaging and labelling with the brand names.

Mobile Application: A user friendly mobile application which will make the process time faster and easy for customers to locate the cart or the shop. Customize your paan: consumer can customize their paan on the mobile app and then provide the code to the cart so the paan with same specifications can be delivered. Check where the nearby cart is. (live location): Customer will be able totract the live location of the cart on the app so it is easy to locate the nearby cart. Browse the menu: Customers can browse the different flavors of paan through the mobile app. Check the availability of paan: Customers can check whether the paan which they want is in stock or not, so the customer wont travel to the cart and get to know that the paan which he/she want is not available. Home delivery: Customer can order their ow customized paan online through the app which will get home delivered so the higher middle class and higher class gets the convenience




because they usually resist to go to the shop and buy. Annexures Questionnaire: 1) Gender: * � Male � Female 2) Age: * � 18 to 30 � 30 to 40 � 40 to 50 � 50 to 60 � 60 and above 3) Annual Income: * � 9 Lacs to 11 Lacs � 11 Lacs to 13 Lacs � 13 Lacs to 15 Lacs � 15 Lacs to 17 Lacs � 17 Lacs and Above 4) Occupation: * � Self employed � Service � Student � Homemaker � Retired � Others _________ 5) What do you consume for refreshment?

* � Chocolate � PAAN � Mint � Cigarette � Mouth Freshener (PassPass, MyBite,

Saunf) � Chewing gum � Others _________ 6) Do you like PAAN (Tobacco free &

Nicotine free)? * � Yes � No 7) Do you consume PAAN? * � Yes � No 8) If No, then Select the following reasons

for which you don’t prefer PAAN: � Unhygienic � Low class perspective (status)

� Makes the mouth red � Others _________ 9) If yes then, howfrequently do you

consume? � Daily � Thrice a week � Twice a week � Once a week � Once a month � Occasionally 10) Do you prefer going to Local small

PAAN Bidi Shops to buy paan? � Yes � No 11) What is the thing that stops you from

going to small shops to buy paan? ______________________________________________________________________ 12) Are you aware of the various benefits of

eating PAAN? * � Yes � No 13) If yes then select the benefits which you

are aware of from below: � Prevents Constipation � Prevents Gastric Pain � Increases Hunger � Promote Digestion System � Relieves Cough � Treats Respiratory Problems � Promotes Oral Health � Promotes Good Alertness

Please read: * • Health Benefits of consuming paan are as

following • Source of Beneficial Nutrients • Source of Antioxidants • Prevents Constipation • Prevents Gastric Pain • Increases Hunger • Promote Digestion System • Relieves Cough • Treats Diabetes • Treats Respiratory Problems • Increases Body Metabolism • Promotes Good Alertness • Promotes Oral Health




• Prevents Acne 14) After knowing these many health

benefits of consuming paan would you add Paan in your daily diet? *

� YES

� NO Biblography Books: Kothari .C. R. Research Methodology. Websites:https://drhealthbenefits.com/herbal/herbal-plant/health-benefits-of-betel-leaf

Sharma V., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 74-79




Introduction: Micro, Small and Medium Enterprises (MSMEs) play a key role in the Indian economy. The criticality of the role of MSMEs lies not just in the fact that they contribute significantly in India’s GDP size and its growth, but also in employment generation, which is one of the most pressing requirement


HOW STARTUPS IN INDIA ARE BECOMING HARBINGER OF INN OVATIVE FUNDING FOR MSMEs

Vivek Sharma

Visiting faculty at various management colleges



ISSN 2321 – 7456

Abstract: The objective of this study is to find out how Startups are contributing in building a new India by providing funding to MSMEs by adopting innovative and customized modes of funding. The study focusses on two “Startups” which have gone beyond traditional ways of funding and have been successful in covering untouched methods of lending such as lease based asset financing and collateral free lending. Both these startups have shown the way by going beyond dotted lines. The research analyses business models of these startups and how they have performed until now and what is the contribution made by these startups in MSMEs funding ecosystem. The methodology used in the research revolves around data analysis available regarding these companies, customer experience and interaction with owners of the business in online and offline mode. Various business news published regarding these companies have also been used in this report. Finding of the study shows that funding in India has moved away from the traditional lending methods but isyetto pick up in a big way. Traditional players still dominate the market but these startups are signaling arrival of a new era in lending. Usage of technology for lending and providing support to MSMEs has acquired new dimensions in recent times and there is no doubt about it. The idea of government of India to promote startup seems to have paid off as business run by these startups are flourishing. Keywords: Startups, MSMEs, Collateral free lending, Fintech, Government Schemes, Leasing, Capital requirement




that our economy has today, given the fact that the population of our economy has been rising at a fast pace. Role of MSMEs in taking Indian economy to the next level has always been recognized by the Government of India and various state governments. No wonder, the governments, at both center and states, has rolled out many program for MSMEs ranging from training for MSMEs, grant of subsidies for various schemes, marketing schemes and technological assistance for the sector etc. Government schemes MSMEs: There is no need to exaggerate that for MSMEs to grow, the first and the most critical requirement is availability of capital, which should be made available at a cheap cost as well. Using the financial system comprising of nationalized banks, private sector banks and institutions like SIDBI the government has rolled out various lending schemes from time to time. An institution called CGTMSE was set up 17 years back, to help provide collateral free loan to MSMEs. As per website of CGTMSE ,”The main objective of CGTMSE is that the lender should give importance to project viability and secure the credit facility purely on the primary security of the assets financed.The Credit Guarantee scheme (CGS) seeks to reassure the lender that, in the event of a MSE unit, which availed collateral free credit facilities, fails to discharge its liabilities to the lender, the Guarantee Trust would make good the loss incurred by the lender up to 50/75/80/85 per cent of the credit facility.” CGTMSE was helpful in providing loans to many MSMEs as member lending institution felt secured by the guarantee that is provided to them. However, considering the size of MSME sector, it probably could not achieve desired results to the extent it was required. When a new government was formed in the month of May 2014 led by Prime Minister Mr. Narendra Modi, it was thought MSMEs in India would need funding which should be available easily to them. With easy availability of capital to MSMEs in mind, the current government

started a new entity called as “MUDRA”. Micro Units Development and Refinance Agency Ltd. [MUDRA] is an NBFC supporting development of micro enterprise sector in the country. MUDRA provides refinance support to Banks / MFIs for lending to micro units having loan requirement upto 10 lakh. MUDRA provides refinance to micro business under the Scheme of Pradhan Mantri MUDRA Yojana.Under the aegis of Pradhan Mantri Mudra Yojana (PMMY), MUDRA has created products / schemes. The interventions have been named 'Shishu', 'Kishor' and 'Tarun' to signify the stage of growth / development and funding needs of the beneficiary micro unit / entrepreneur and also provide a reference point for the next phase of graduation / growth to look forward to : Shishu : covering loans upto 50,000/- Kishor : covering loans above 50,000/- and upto 5 lakh Tarun : covering loans above 5 lakh and upto 10 lakh It is also important to note that the maximum credit facility available under CGTMSE scheme was enhanced from Rs. 1 crore to Rs.2 crore. Challenges faced by MSMEs in raising capital: In spite of the efforts made by various governments at Center and States in India, MSMEs still found it challenging to avail loans from traditional banks and financial institutions. Some of the key reasons behind this, are: • Inability of MSMEs to provide requisite

collateral to borrow money because most of the MSMEs are individual owned and do not have sufficient collateral with them. Collateral based lending is preferred by the banks as it reduces risk and also reduces requirement of capital.

• Challenges related to documentation, as banks and financial institutions insist on documents as per standard compliance requirements and it has been found that MSMEs don’t have some documents especially documents detailing financials of business and cash flows.




• Traditional banks and financial institutions are mostly not open to new ideas of business, which has growing very fast recently. Businesses have turned unconventional and move away from brick and mortar model.

• It is difficult to get customized solutions from banks and financial institutions for loan requirements, which can be very specific to a business. For example, lease financing for acquiring an equipment on lease is not available as a product offered by many traditional financial institutions.

Need for funding by Startups • Startup is the new buzzword in Indian economy these days. Over a period of last couple of years, startups have grown rapidly in India. However, most people confuse startups just an online technology company offering various kinds of solutions. Department of Industrial Policy and Promotion (DIPP) has defined startup. While the definition focusses on investment parameter as well as the timeframe for which a business has been in existence, the crus of definition in the nature and scope of activities that startups should do. As per the definition startups should be Working towards innovation, development or improvement of products or processes or services, or if it is a scalable business model with a high potential of employment generation or wealth creation. Having looked at the basic understanding of what is a startup, let us look two interesting startups who are funding MSMEs in India and how that is helping MSMEs grow. The first startup is that is being covered is “Origa Leasing” and the second one is “Capital Float”. Origa and Capital Float are fulfilling two different requirements of MSMEs, which a typical traditional lending institution generally does not do. While Origa provides equipment financing through lease, Capital Float provides collateral free loans.

ORIGA Leasing: India’s first innovative equipment leasing company As mentioned earlier, capital is one of the key requirements for running a business. But a person running should also understand what is the adequate amount of capital that is required to run a business successfully because capital comes at a cost. For a business, which is just shaping up too much of investments in fixed asset is highly unwarranted because this is likely to block capital. Assets such as machines and equipments also face challenges related to depreciation, which reduces their value over a period of time. Looking at some of these constraints, ORIGA Leasing provides a solution for MSMEs in India, which has been until, recently was more of a western idea than reality. How ORIGA is different from traditional mode of funding: As per a report available on www.inventiva.co.in ,” ORIGA LEASING, is India’s first Fintech in equipment leasing. It is also India’s first leasing company to provide complete Asset Life Cycle Management (ALCM) – right from selection of the asset, to finance it, to maintain it and to recycle it at the end of the tenure. With its focus on Asset Life Cycle Management, clients can devote their entire focus on business and need not worry about asset. It provides a very innovative solution called Operating Lease. Through the leasing solutions, it helps the SMEs covert its capital expenses into operating expenses and thereby enjoy significant level of flexibility in financing its growth”. Therefore, the details above give a clear insight into the fact that ORIGA is in the business of providing operating lease of assets, which means a business, which wants to acquire assets, need not block full money to buy assets, it can just pay the cost of lease and run the business. The second and equally important aspect of business model of ORIGA is that it only provides operating lease for revenue generating assets, which is very natural because repayment of lease amount is critical for business and hence non-revenue generating business will give rise to




non-payment risks. ORIGA currently operates in the western and southern region of India and 77 ocuses on boutique MSMEs, which are having healthcare setups and sub hundred and fifty crores revenues manufacturing companies. It leases between the ticket sizes of INR 2 million to INR 20 million for a tenure between 3 and 5 years. Another important point that needs mention here is that ORIGA provides a hassle free borrowing experience for the customers, which is provided through online, offline, as well as mobile enabled platform. This is where the company is adding that missing connect with the customers which traditional lenders very often struggle to provide, But the most important thing that ORIGA brings to table is that it is changing the thinking that business owners typically have, And that is idea of owning assets. ORIGA is giving the message that owning an asset is not necessary to run a business. Corporate philosophy of ORIGA: Corporate philosophy of ORIGA is manifested in three critical things, vision statement, mission statement and business model of the company. Mission statement of the company provides first insight into this. The mission statement of ORIGA is as follows,” Bridging the gap between new age businesses and traditional financing system and become their trustworthy partner throughout their journey of growth.” Vision statement of the company further clarifies its corporate philosophy, which is as follows,” Provide asset financing solution to growing companies to fuel their growth, and in turn contribute towards building sustainable capabilities leading to job and income creation.” Corporate philosophy of the company gets demonstrated further in the fact that the company is focused on providing hand holding to MSMEs by doing entire asset management on their behalf. Social relevance and feasibility of ORIGA: ORIGA brings to table a new idea of lease financing for business, which essentially means a departure from the traditional lending

mechanism. It is also like to provide value to MSMEs by effectively reducing the need for blocking capital. The growing business of ORIGA and the funding that it has received over a period shows that the business model of ORIGA is feasible. Nothing sums up contribution made by ORIGA better than the statement which is as follows, “Financing through asset leasing for revenue generating assets creates capacities, capacities creates jobs and income, which finally goes towards contributing to the GDP of the nation”. Capital Float: Fulfilling the need for collateral free lending: The entire idea behind a new innovative startup doing funding of MSMEs can be understood by going through the mission statement of Capital Float, which is as follows” At Capital Float, we believe SMEs have 3 basic demands: simple access to credit, collateral-free terms and a trustworthy partner. Our mission is to bridge the current gap in the market with innovative and flexible credit products for SMEs, delivered in an efficient and customer-friendly manner.” The company describes itself as follows ,” Capital Float is an online platform that provides working capital finance to SMEs in India. We offer flexible, short-term loans that can be used to purchase inventory, service new orders or optimize cash cycles. Borrowers can apply online in minutes, select desired repayment terms and receive funds in their bank accounts in 3 days with minimal hassle.” So what it is that Capital Float provides to MSMEs which traditional lenders typically don’t provide. The USP of the company is the collateral free lending, which essentially means that a big headache of businesses, that is arranging collateral, is taken care of by the company. Arranging collateral is often considered as a bottleneck in launching and running businesses. However, it is important to note that the company does not encourage reckless borrowing. It has a series of processes, which are well defined and help borrowers to get the funding that they need. So, how does the




company access the borrowers that need to be funded? As per the website of the company, it

follows a process which is different from other types of borrowers and is as follows:

Source: Capital Float

To avail loan from Capital Float, any business must have an existence of atleast one year. The company provides loan for typically shorter-term period, which ranges from 1-12 months and does not fund for long term, which is obvious given the nature of lending.

How Is Capital Float different from other lenders?: Capital Float provides loan, which have a quicker processing time and have online assessment process, The online application process of the company is as follows as per the website of the company:

Source: Capital Float

Usage of technology for lending is hallmark of the company and the end-to-end automation in lending is how it reduces the time required to borrow funds. This mechanism of online application makes application process streamlined and hassle free. However, what drives the lending process of Capital Float is much more interesting. As a company, Capital Float uses data acquired from different sources to take a quick decision on lending. As per a report published Capital Float

has tied up with Amazon Business and Metro Cash and Carry from where a large number of merchants source their products. This becomes a data source for the company because it uses this kind of data for decision-making. As per a report in the Economic Times, Mr. Gaurav Hinduja co-founder of Capital Float had said “ “With the availability of data from these partner organizations and by quickly analyzing it through our technology platform, we can decide a credit amount for these




borrowers and actually disburse it within 5 to 10 minutes,” He went on to add further, “Since most of these players do not have a CIBIL score, we have to rely on alternate data points for deciding their credit worthiness.” But Capital Float provides loan a higher rate of interest than most of the traditional lenders like banks and financial institutions do. The rate of interest is around 2%-3% more than what traditional lenders typically provide. Social relevance and feasibility of Capital Float: Capital Float is providing loans to smaller business entities such as Kirana stores and other similar smaller MSMEs. This helps these businesses get an organized source of finance. The doorstep solution also makes the financing less cumbersome. Capital Float has been growing as a business over the year, though it has been loss making till now. However, as it keeps on getting funds from various investors it is able to expand the business faster. As per the latest available data, having disbursed around 2,000 loans in September,2017 across 20 to 25 cities, the lending startup plans to expand operations to 50 top cities of India and add 5,000 borrowers per month.Capital Float is targeting a loan book of Rs 500 crore in the next 12-18 months from the segment Findings and Conclusion: The study of these two startups provide the following interesting findings: • Startups in India are bringing disruption in

the way which lending is done in India. • They are creating scope for those borrowers

who have felt marginalized in the existing lending ecosystem.

• These startups know the real issues that MSMEs face and have designed their offerings to take care of business requirements of MSMEs

• They are ready to take risk and expand market reach.

• MSMEs are gradually accepting them, which is reflected in business growth these startsups have experienced.

There is a need to encourage these startups in India to help growth of businesses, especially MSMEs. Various stakeholders such as the government, industry bodies, capacity builders such as CAs, subject matter experts need to come together to help these startups grow further. References: • The Economic Times,2017,[ Online]

available at : https://economictimes.indiatimes.com/industry/banking/finance/banking/capital-float-will-lend-to-kiranas-vegetable-sellers/articleshow/61178419.cms

• Ries, Eric (2011), The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses

• Peter Thiel and Blake Masters (2014), Zero to One: Note on Start Ups, or How to Build the Future

• Inventiva, 2017, [Online], available at https://www.inventiva.co.in/2017/08/origa-leasing-indias-innovative-equipment-leasing-company-helping-smes-expand-upgrade/

Singh A., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 80-81



For Correspondence: [email protected] Received on: April 2018 Accepted after revision: June 2018 Downloaded from: www.johronline.com

Introduction: A large number of organic solvents are been used in the chemical synthesis at large scale and small scale as well. However these organic solvents have a high tendency to escape into the environment either through evaporation or by leakage and that’s why the reduction of use of organic solvents is one goal in current efforts towards more environment friendly green chemical process. One of the

options is to use water as a solvent but its use is limited because most organic compounds do not dissolve in pure water. Hence it’s an initiative to develop the deep eutectic solvents that can be used as green solvent rather than using toxic solvents that has hazardous effect on environment and is much better in case of forming bulk product and reaction time is comparatively less. Method and Materials: Sugar+Urea/Thiourea+Inorganic Salts →Deep Eutectic Solvent Total eight deep eutectic solvents were prepared in the laboratory by consideration of mixture of compounds like urea\thiourea, glucose and inorganic salts. Three of them were taken in the


EXPEDITIOUS SYNTHESIS, PROPERTIES & APPLICATIONS OF DEEP EUTECTIC SOLVENTS

Ashish Singh*

Ramniranjan Jhunjhunwala College, Ghatkopar (West), Mumbai



ISSN 2321 – 7456

Abstract: The research paper reports the innovative synthesis of deep eutectic solvents by the reaction of glucose, urea\thiourea and inorganic salts.DES are providing to be increasingly promising as variable media for not only potentially ‘’green synthesis’’ but also for the better applications in terms of producing bulk product as well as for enhancing the rate of the reaction. The utilization and synthesis of such deep eutectic solvents should facilitate further development of green chemistry and green chemical synthesis.

KEYWORD :-Deep eutectic solvents, green synthesis, Diels-alder reaction, glucose, inorganic salts, urea.

Singh A., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 80-81



ratio1:1:1 respectively i.e., 0.5g each. The inorganic salts that were used were Nicl2,Cacl2,Fecl3,Nacl. In addition the mixtures were heated for 1 hour at water bath. The solvents that were obtained at the end of preparation were present in semisolid form. The following changes were observed:- Table1: Changes in the deep eutectic solvents

Time Observations After 10 minutes

Reaction mixture starts melting

After 30 minutes

Colour of reaction mixture changes

After 1 hour The reaction mixture changes into semisolid form

Results and Discussion: The solvents that were prepared were used for the preparation of the Schiff base respectively and hence all the eight

solvents were utilized and were compared with the Schiff base prepared in presence of chloroform. A drastic change was observed after the comparison between the two. General Reaction: - Benzaldehyde+P-Toluidine →Schiffs Base It took around 35 minutes to prepare Schiff base in presence of chloroform where as in presence of deep eutectic solvents, the reaction got over at 22min;the melting point was 122C in presence of chloroform where as it was 105C in presence of deep eutectic solvents. The yield of product was also higher for deep eutectic than chloroform. Hence DES has much better application than chloroform without any kind of ill-effect on the environment.

Table2: Comparison between deep eutectic solvent and chloroform Name of solvent Amount

required Melting point of product obtained

Reaction time Yield of product

Chloroform 8ml 122C 35 MINUTES 3.8 gm Deep eutectic solvent 1.6gm 105C 26 MINUTES 4.7 gm Conclusion: We have reported the use of low-melting mixtures of sugar, urea\ thiourea, and inorganic salts as a reaction media for the production of schiffs base. This nontoxic reaction media was successfully qualified as green solvent. Their application as reaction media for other organic transformations and as a substitute to ionic liquids may be envisaged. References 1) J.D.Holbrey,M.B. Turner and R.D.Rogers

(2003);Ionic liquids as green solvents, ACS Symposium series,.

2) Glovanni imperator, Ernst eibler(2004):Low melting solvents-urea-salt mixtures, Glovanni imperator, Ernst eibler, received in (Cambridge,UK).

3) S.T.Handy, M. Okelloan. Dickension (2003): There are exceptions,e.g.ionic liquids based on fructose,org.lett.,2513-2515.

4) Emma.l. Smith, Andrew E.Abbo t(2014): DES and their applications, Nottingham NG11 8NS, United kingdom. Chem. Rev., 114 (21), pp 11060–11082.

Maurya N. et al., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 82-88




MILAAP: PROFIT AND NON-PROFIT CO-EXISTENCE FOR SOCI AL IMPACT

Nilesh Maurya

Omega Capital- RD National College, Mumbai 400064



ISSN 2321 – 7456

Abstract: Start-up culture has picked up in India for over a past decade. But not all startups have been able to impact the economy with their corporate philosophy or have had a social impact, relevance, and feasibility. It's hard to find a startup that is really doing something unique and making a difference. The rarest of rare being the one that is equally running a business and is also having a social impact. Is there any? Yes, there is one – Milaap- a crowdfunding platform that runs programmes for micro-funding and donation for personal causes. Imagine a young kid gets diagnosed of a rare heart disease and requires a few lakhs to get operated upon the kid's mother has a small time job of a receptionist in a small organization and her husband does an odd plumbing job. With no savings- a situation of crises strikes the family. The only options in this scenario are to approach family and friends which may help but only hampering their social lives or move to small-time money lenders which is a common source of borrowing – risking her collateral and being buried under the vicious cycle of interest payments which are as high as 50-60%. No banks or financial institution would help her due to here low income and inadequate paperwork. Anyone of us could be in this situation. Now imagine the same in a digitally connected world, where the mother can create an online donation webpage within a few minutes, send her appeal to others, and start raising funds. People can donate and share the campaign on social media with just a click. That ease-of-use, propagation on social media, and one tap donations on a phone can get the mothers appeal to strangers across the world. Milaap has innovatively put the globally famous business model of Crowdfunding to providing basic loans for grassroots projects and also helps families raise money for situations through donations.- A rare combination of business where “For -Profit” and “Not-For-Profit “ go hand in hand over the same platform. With four years into Milaap and micro lending through crowdfunding, Milaap launched a Milaap 2.0 (also referred as “Milaap You”) where it began crown funding for personal causes. Keywords: Start up , Crowdfunding , Social Impact





Introduction: Tech startups regularly grab headlines with billion-dollar fundraising or acquisition deals and massive IPOs. But, there's a crop of startups that have something other than a massive payday in mind. An idea can be converted into a start-up. Even sometimes the crisis becomes the opportunity and it gives birth to the start-ups. Many times we have seen that we have an idea but we do not dare to initiate it or we do not find it worthy. Growth is paramount in any business venture and especially to be on headlines or raise huge capital numbers to justify business. Although Non-profit or CSR activities are still not mainstream for corporates in India and gimmicked only for goodwill, the startups that have cropped up over the last decade also follow the trend set by the established giants of industry. For-Profitorganizations have had a clear matrix of growth they just have to prove one thing — whether or not they can make money with the desired scalability. As we highlight the “For- Profit” startups and organizations, It's not unusual or novel today to see startups that have a social impact or working towards the benefit of society rather than just running behind money. They may get termed as an NGO but surely are making difference. For non-profit ventures, options are far more limited to raise capital or to reach headlines like their counterparts on the profit side do. They have to be smart and creative to demonstrate impact to actually attract money and talent. While there are enough startups on both sides the rarest of rare of them have been the ones that have kept the balance- while they work “For- Profit” and drive their business models, they have enough focus and activities under their belt that strives toward working on the

“non-profit side”. One such start-up is Milaap that has beautifully transformed technology with the concept new to Indian shoes serving both the stakeholders with profit and impacting people that lie at the bottom of the pyramid and usually struggle in their normal day of life. Literature Review: The fact that the term “crowdfunding” was created but a decade ago it's a reasonably new development. Theoretical or academic works on crowdfunding, in particular, are still in its early stages though it gained a lot of attention over the last two-three years. This has conjointly caused by the success of popular and international crowdfunding platforms and an inclination to restricted access to traditional sources of funding for a new generation of entrepreneurs. A literature examination on Google Scholar exhibited a sharp increase of publications, especially in the last 2-3 years. The total number of publications is vast but the Google Scholar search includes many sources next to the big publishers who provide peer-reviewed articles. Those Databases like EBSCO, Scopus, Thomson Reuters, Web of Science showed a different range compared to Google Scholar but a similar rising curve. The variations in outcomes of total publications and notable academic work show a momentous need for action in the academic area. The current trend combined with the accelerators such as the Jumpstart Our Business Startups (JOBS) Act. and SEBI’s white paper on crowdfunding can be assumed to become even more popular and diverse. Gerber et al. (2012) goes even further saying, “Crowdfunding has the potential to fundamentally impact how we function economically and socially by facilitating the realization of new and innovative products and services Therefore, it will be useful to fit in crowdfunding into the existing works to define its role in theory and discuss its resulting practical consequences. One has to draw mostly concepts and theories from research in parts of economics (behavioral economics,




microeconomics, entrepreneurial finance) and social-psychology (motivation, drivers, behavior) to describe, analyze and discuss the context of crowdfunding. Entrepreneurial finance draws its principles from entrepreneurship and finances it is the application and adaptation of financial tools, techniques, and principles to the planning, funding, operations, and valuation of an entrepreneurial venture and crowdfunding is one such tool in the early stage of an entrepreneurial venture. This stage refers to ventures with a littleoperational history that is in their development or start-up stages (Leach, Melicher, 2009). From a financial perspective bootstrapping (Bhidé, 1992; Winborg and Landstrom, 2001; Ebben and Johnson, 2006) is a related branch of research. Entrepreneurs apply bootstrapping techniques to mitigate their financial constraints by reducing cash flow needed and use entrepreneur’s personal assets (Leach, Melicher, 2009). Both tools use alternative ways of financing apart from traditional finance (e.g., bank loan, angel capital, and venture capital Cosh et al. (2009) analyzed a broad range of alternative methods for start-up financing but in this context, propositions cited evidence that social networking methods (crowdfunding platforms among others) could provide a solution for seed capital gaps resulting from the market failure. Rao and Giorgi (2006) argued that “collective vehicles through which people mobilize supporters for collective action are also essential for social movements”. Crowdfunding platforms are the result of a social movement that arose in reaction to the mentioned funding gap and the emergence of Web 2.0 technologies that are enabling new forms of social networking (Adams and Ramos 2010). A third pillar involved in the rise of crowdfunding is the people. People’s motivation differs from those of traditional investors. Tom Serres (Rally.org) spoke about a cultural shift and the “cause economy “by Dave Girouard (former Google Enterprises president) and Jessica Jackley (founder of

micro-finance platform Kiva) talking about that people share the notion to participate and be involved in the creation of something new. Crowdfunding main source of literature is from the research analysis of Professor Ethan Mollick et al. (2016) “The dynamics of crowdfunding an exploratory study”. Mollick Research study attempts to recognize what makes for successful crowdfunding campaigns and how shared geography and personal networks help in razing on the initial capital. As we have spoken on the crowdfunding looking on to the other aspect of business- Social Entrepreneurship. Social Entrepreneurship is also a very loosely defined term. Most of the social entrepreneurship research is quite anecdotal based (Boschee, 1995) or case studies (Alvord et al.2004), Social Entrepreneurship is also taken on a variety of meanings (Dees 1998) By using these various sources in this paper an effort is made to know about crowdfunding platforms in the Indianframework. The startups are new ventures but how the startups were reinvented. NASSCOM data, World Bank report and journal papers about the crowdfunding are evidence collectors for this Research paper. This paper made an attempt to study the innovative concept of crowdfunding and how its models are beautifully used to run a business that is “For Profit” and also is impactful to the society. This paper also discussesthe Indian legal framework and the sustainability analysis of such businesses. Research Methodology and Objectives: The study is based on the secondary data which has been put together through websites, newspapers, magazines, government reports, books, research papers etc. The study is based on following objectives: 1. To study innovative startup business

models. 2. To study how innovation can have a social

impact and how startups can contribute to these

3. To analyzewhether “For profit” and “Social Impact” can successfully co-exist.




4. To study the various policies, programs, agencies involved in enhancing the start-ups.

Crowdfunding Overview: Crowdfunding is the idea of funding a business venture, project, start-up or a cause by way of raising money from multiple investors or contributors through an online platform. Crowdfunding platforms are used to raise money in form of equity, debt or donations. Among the various ways of funding, most popular isseed capital and venture capital for start-up businesses but others are also picking up, Venture capital and seed capital are difficult to access for startups. Crowdfunding provides low cost of capital and higher returns for the investors. This has made crowdfunding safe option for raising capital for startups havinga fewer capital raising options. As crowdfunding is picking up pace this model is being used by varied industries for a variety of fundraising purposes. Broadly crowdfunding platforms are classified into four categories. 1. Donation-based crowdfunding: In

donation-based crowdfunding campaign funds are raised for charitable projects, disaster relief, and nonprofits organizations. Donations are accepted from a large number of people in small proportions. People can avail an opportunity to share money towards social causes. In this platform they are no financial return for the investors there is no chance of loss of investment.

2. Reward-based crowdfunding: In this platform investors receive rewards in return for their investment. This can be product or service the company offers as a token gift. In order to impress investors, companies attract with different types of rewards as incentives. In Reward-based crowdfunding, the investors are not availing financial return.

3. Debt-based crowdfunding (also known as “peer to peer”, “P2P”or crowd lending):Companies can apply for debt on these platforms. Debt-based crowdfunding platforms review and launches it online for

funds. Online application for fund includes company’s interest rate, credit period and risk involved in the securities or bonds for sale. In return for the securities, the investors get interestedin these unsecured loans. Debt is repayable after a fixed period by the company.

4. Equity-basedcrowdfunding: On this platform investor receive equity shares of the company in proportion to the money invested. Investors in return receive a financial return on their investment. They receive a share of the profit as dividend. In this form, investors are prone to more risk as they are treated as investing in an unlisted company. Every country has its own set regulations regarding the investments through these crowdfunding platforms Crowdfunding: The India Scenario Crowdfunding is a new concept for Indian investors. Usage of the internet for raising capital requirements is very low compared to western countries. When the traditional financial system failed to support startups this alterative cropped up. Online marketing & online payment options made Indian investors accessible to crowdfunding ways. India is the second largest in operating the internet market. Now with the startups initiative picking up the concept is becoming familiar. As per World Bank report 2013, India has only 10 crowdfunding platforms compared to 344 in the US and 87 in the UK. The business report estimates nearly to 200 companies have raised INR 445,074,366 on these platforms over the past 18 months. As many as 60 startups are already merged with large companies. Indian and Foreign companies are engaging with startups through collaboration, accelerations, and investment. Some popular crowdfunding websites in India

1. Catapooolt – http://www.crowdfundinsider.com




2. Ignite intent – http://igniteintent.com 3. Ketto – http://ketto.org 4. Pick a venture –

http://www.signup.pikaventure.com 5. Start 51 – http://www.start51.com 6. Wishberry – http://www.wishberry.in/ Regulations on Crowdfunding SEBI guidelines: 1. India is considering crowdfunding as a

need for the funding source for startups but is also to save retail investors from the risk of losing money in fraud or scams in name of start-up companies. With this cautious approach, SEBI has proposed to allow only Accredited Investors to participate in crowdfunding.

2. These include QIB‟s (Qualified Institutional Buyers), companies incorporated under the companies act 2013 and those companies whose minimum net worth is 20crores, HNI’s (High Net Worth Individuals) with a minimum net worth of Rs.2crore and Eligible Retail investors (individual investors with small investment)

3. Collectively - QIBs will need to hold a minimum of 5%

of the securities issued and a - A Company or a Body Corporate will be

required to purchase at least 4 times the min offer value per person.

- A high net worth individual is required to purchase at least 3 times the minimum offer value per person.

4. Retail investors include those who can avail services of the portfolio manager or investment advisor whose annual gross income is more than 10 lakhs and should have filed the tax returns for last 3 years. These investors having sufficient resources with them they can face the loss, certify that upto max Rs.60000 in an issue through crowdfunding. Retail investor’s overall investment in a year should not exceed 10% of their net worth.

About Milaap: Milaap is a for-profit social enterprise that enables people around the world

to provide loans to the working poor in India. Based in Bangalore and Singapore, it is the world’s first and currently, the only online micro-lending platform that enables non-Indians and non-resident Indians (NRIs) to provide loans to working poor in India. Milaap is co-founded by 3 young entrepreneurs (Anoj, Mayukh, and Saurabh) who have experience in IT, microfinance and also in solar energy. Anoj graduated from the National University of Singapore and is a founder member of the Microfinance Society in Singapore. In the past, he has worked with SKS (part of the energy product pilot team) and Delight (end-user consumer financing strategy). Mayukh is an electrical engineer from IIT Madras and a PGDM from IIM Lucknow. He has some interesting experience in building technology-enabled financing models - working in consumer lending, distribution, and sales network for solar-lanterns at D.light. Sourabh Sharma (currently not associated with Milaap) has a degree in Computer Science from University of Singapore (NUS). Before Milaap, he established a start-up and later successfully traded his mobile application to Onmobile. Milaap facilitates lending in the areas of energy, education, and training, enterprise development, sanitation, and water. The organization seeks to fund loans that create permanent change in people’s lives by providing basic needs, job guaranteeing skills and working capital that helps small businesses grow. Milaap aims to establish portfolios for renewable energy (solar lanterns, micro grids), sanitation and vocational training as scalable asset class funded by banks and other mainstream financial institutions. Milaap has been able to acquire the Reserve Bank of India (RBI) approval (ECB in June 2011) to source money to lend in India. It addresses the key constraints of capital and cost faced by MFIs while lending for unconventional products such as water and sanitation, energy and vocational training. It raises funds for on-lending both internationally




and locally in India and subsequently disburses these funds through partner organizations in India. The turning point for Milaap was when they received the RBI approval for receiving foreign funds in India to lend to other MFIs. This has served as a game changer as it is much easier to raise 50 dollars from a non-Indian than raising Rs 2500 from an Indian. This has been confirmed as the average loan received by Milaap today from a non-Indian is Rs 5000 and from an Indian is Rs. 800. Also, the industry took notice of Milaap as a result of them getting this RBI approval. Most of the funds mobilized by Milaap comes from HNIs and foundations. Retail online lending is speeding up. Penetrating the U.S. market – particularly the large and affluent diaspora or NRI population – has always been considered by Milaap’s founders as a key to sustained growth. To continue to build their U.S. presence, Milaap hired a professional digital/social media promoter based in Washington D.C. Milaap has been able to solicit the support of several business people and industry leaders to informally promote Milaap within the growing South Asian community in the Southwestern states, and in particular Texas. Milaap coordinates with multiple authorities and associated rules and regulation both in India and abroad. In order to facilitate smooth operations, Milaap has developed an innovative operational structure that involves four separate companies. Legal structure - A. Milaap Social Ventures (MSV): A Private limited company in Singapore. This entity raises equity and owns the entire lender base and bears all technology and marketing costs of the platform B. Milaap Social Ventures Pvt. Ltd. (India): Subsidiary of MSV Singapore which carries out operations on the ground in India C. Inclusive Planet Technologies (IPT): Singapore based entity which receives all international money and lends foreign loans as

an approved “External Commercial Borrowing” (ECB) lender to KVVS D. Kashi VishwanathaVidyaSamasthe (KVVS): Non-profit society, registered under the Societies Act 1860 in India. Society receives foreign capital via ECB from IPT and local Indian capital directly and subsequently lends the money to all field partners. Milaap has a number of equity investors which includes individual investors (Jayesh Parekh, Rajiv Madhok and Vijay Shekar Sharma and ToivoAnnus) and institutional investors (First Light Ventures, Jungle Ventures, Lion rock Capital, ToivoAnnus, Unitus Seed Fund). Milaap has also partnered with Kiva in December 2014 and till June 2015 has lent around $80,000 in partnership. Milaap uses Kiva's crowd-sourced capital to reach people and places that are not covered by traditional MFIs. Milaap’s loans on Kiva are from its field partner Prayas for Sustainable Development (Prayas). Milaap partners with Prayas to provide enterprise development loans to industrious rural women entrepreneurs in Gujarat and Madhya Pradesh, India. Madhya Pradesh and Gujarat have low levels of microfinance coverage. Prayas lends to clients that do not have loans from other sources. Business Model and Sustainability: In order to meet fund requirement of field partners, Milaap occasionally borrows commercial capital from different sources. Additionally, Milaap has been able to also raise interest-free revolving loan funds and grants from India based and international development organizations like Arc Finance. A significant chunk of Milaap funds is in foreign currency which results in associated hedging costs to be incurred. There is also the cost of payment gateways for processing online loan made by individuals. Overall Milaap estimates its average cost of the fund at 3-4%. Milaap has following revenue model –

- For raising this fund for field partners Milaap charges 5% upfront fees (approx. 10 APR) plus 0%-6% interest rate based on the tenor of the




loan. This results in the average return of 10-16% for Milaap.

- Milaap allows individuals and institutions to host their projects on its website and raise funds. Milaap charges 5% of funds raised as service charge to cover marketing expenses incurred to distribute and promote their stories across online media channels, driving awareness and attracting supporters to the cause of the fundraiser Based on the above-mentioned cost of fund and revenue streams, Milaap’s operating margin seems to be more than 5% of the fund raised and disbursed. Presently, this margin allows Milaap to cover a fraction of its operational costs as it works towards achieving self-sustainability. Till Milaap achieves scale and achieves operational breakeven, Milaap is raising investment from individuals and institutions which share Milaap’s vision. Based on these estimates (though not verified by Milaap’s financial statement) and traction Milaap is receiving from donors and field partners, its business model seems to be sustainable and Milaap is able to bring on-board established equity investors like Jungle Partners and Unitus Seed Fund in recent rounds of equity funding. However, there are some challenges with respect to disclosures and transparency. The business and social impact of the startup was so powerful that today. Milaap has disbursed 62,008 micro-loans through its 60+ partner organizations, which have impacted the lives of over 288,000 BoP (Bottom of Pyramid) people. The repayment rate for the micro-loans has been a remarkable 99.21 percent- Much much higher than any banks or financial institutions Milaap shared that as on March 31, 2015, it is operationally break-even and financial break-even is expected to be achieved outstanding portfolio level of Rs.300 million in next three years Publications: 1. Gerber Elizabeth et al. (2012)

Crowdfunding: Why People are Motivated

to Post and Fund Projects on Crowdfunding Platforms.

2. Leach Chris J., Melicher Ronald W. (2009): Entrepreneurial finance [electronic resource] - 4th ed. Mason, OH South-Western Cengage Learning

3. Bhide Amar (1992), Bootstrap Finance: The Art of Start-UpsHarvard Business Review,

4. Mollick Ethan (2014)The Dynamics of Crowdfunding: An Exploratory Study

5. Winborg, Joakim LU, and Land ström, Hans(2001), Financial bootstrapping in small businesses: examining small business managers' resource acquisition behaviors

6. Ebben Jay and Johnson, Alec, (2006) Bootstrapping in small firms: An empirical analysis of change over time, Journal of Business Venturing

7. Cosh et al. (2009): Outside Entrepreneurial Capital, Economic Journal

8. Rao Hayagreeva and Giorgi Simona (2006), Code Breaking: How Entrepreneurs Exploit Cultural Logics to Generate Institutional Change

9. Boschee Jerry(1995)Strategic Marketing For Social Entrepreneurs

10. Vanacker, Tom, and Sels, Luc (2009) "Bootstrapping Strategies and Entrepreneurial Growth: A Longitudinal Study (Summary)," Frontiers of Entrepreneurship Research Journal and References

1. Consultation paper on crowdfunding in India by SEBI.

2. Data sources: Individual crowdfunding websites.

3. Indian Startups and Ecosystem Maturing Edition 2016- NASSCOM.

4. NASSCOM‟s annual product conclave Report-2017.

5. Data sources: individual crowdfunding websites and their respective Facebook pages.

6. Business Finance “Top 10 Mistakes to Avoid When Launching a Crowdfunding Campaign”.

7. World Bank report -2017.

Iyer L. et al., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 89-93




Introduction: Good food is paramount to safeguard society’s health. The idea behind this startup was to improve the

health of agricultural land by encouraging farmers to adopt traditional farming techniques and create a healthier society by providing organic food to customers. The startup designed and developed a mobile application to not only provide update information to customers about the available products, but also provide them with a single portal to procure products for their monthly requirement. Once a customer places an order, the algorithms determine the availability


PROFILE OF A STARTUP ENTERPRISE IN ORGANIC FOOD

Ms Lakshmi Iyer HOD Commerce, Associate Professor, Vice Principal

RD & SH National College & SWA Science College, Linking Rd, Bandra West, Mumbai 400050, Maharashtra

Case Study Article


ISSN 2321 – 7456

Abstract: To promote growth and development of the economy, a number of benefits are being offered to entrepreneurs for establishing startups. Startup India campaign drew applause from all its stakeholders. The tax exemptions, patent reforms, and incubation programs were rolled out in an effort to encouraging budding entrepreneurs who were highly skilled, imaginative and had a zeal to succeed. It offers funding, mentorship programs, and stronger IP rights. The Startup India hub, a virtual online platform, has been successful in establishing a ONE point contact/connect for entrepreneurs, thus creating the world’s third-largest startup ecosystem. The government set up a fund with a total corpus of Rs 10,000 crore ($1.6 billion) as venture capital to support startups over the next 4 years which was meticulously disbursed by the Small Industries Development Bank of India (SIDBI). DIPP has so far recognized over 5,350 startups in India It was projected by Assocham that by 2020 there will be 11500 firms from 3100 startups in 2014. The biggest factor being consumer growth backed by a revolution in telecommunications and internet. India will produce atleast a dozen billionaires by 2020 says Assocham. Assocham also forecasts an increase in organic food market to grow from $402 million in 2015 to $965 million in 2016. Key Words: Startup enterprise in organic food, ‘Vanjana Organics’, healthy food.

Iyer L


of the products at any of the storage facilities, estimate the total delivery time and provide the final cost. Customers will have the option of paying via e-wallets, cards or netVanjana Organics checks product samples periodically to ensure that they maintain the quality of products. The organization seeks to ensure that better quality of food is made available for posterity in India. Vanaja Organics works towards ensuring that the farmers return to their agricultural values by embracing organic farming and exit the use of chemical fertilizers and pesticides completely. The organization provides a minimum support price for the farmers by procuring their agricultural produce. The outcome is better quality food being available through the well-established enetwork. The entire product range is certified as organic by accredited agencies; post elaborate chemical analysis of the produce. This ensures that the customer is assured of authenticity in receipt of the delivery to his home. This startup has a 3-fold objective

• To educate farmers on the importance of organic farming,

• To procure organic products from the farmers and

• To deliver them to the customer’s doorstep.

Founders – Ms. Vandana Chhabra and Ms.

www.vanajaorganics.com It is an all-women’s organization where promoters and workers are women.Name of Startup – Vanaja meaning forest and ‘Ja’ means born out of (Forests are the only place where natural products are available) It also is the names Vandana & Jaya combine

Iyer L. et al., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 89


www.johronline.com

of the products at any of the storage facilities, estimate the total delivery time and provide the final cost. Customers will have the option of

wallets, cards or net-banking. Vanjana Organics checks product samples

that they maintain the

The organization seeks to ensure that better quality of food is made available for posterity in India. Vanaja Organics works towards ensuring that the farmers return to their agricultural

ganic farming and exit the use of chemical fertilizers and pesticides completely. The organization provides a minimum support price for the farmers by procuring their agricultural produce. The outcome is better quality food being available

established e- commerce network. The entire product range is certified as organic by accredited agencies; post elaborate chemical analysis of the produce. This ensures that the customer is assured of authenticity in receipt of the delivery to his home.

fold objective – To educate farmers on the importance of

To procure organic products from the farmers

To deliver them to the customer’s doorstep.

Ms. Vandana Chhabra and Ms. Jaya Srivastava

www.vanajaorganics.com women’s organization where

promoters and workers are women. Vanaja meaning – ‘Van’ is

means born out of (Forests are the only place

e natural products are available) It also is the names

Preamble – “Vanaja Organics is run by a bunch of ‘heartrepreuners’ who work towards the wellness of the farmers, consumers and earth. We acknowledge that organic foods are far more painstaking to produce and hence cost a little more than conventionally grown produce; we strive to achieve an honest, nonpricing on our products, thereby sharing part of our profits with the farmers as proend consumers as promotions stakeholders working towards the wellness of the planet feel rewarded.”Vision – Through business leadership,Organics envisions a safer, stronger, physically and mentally healthier India. That to agricultural values by embracing organic farming; by making organic food widely accepted and appreciated amongst all strata of society thus calling for a lifestyle and lifelong change. Mission - Work towards promotion and consumption of organic foods in India, making it a mutually beneficial for all its stakeholders. The organization is a forerunner in promoting women empowerment by facilitating jobs for urban and rural women. This gives them courage, confidence and financial independence in establishing small home Goals & Objectives• To bring health and nutrition back into the

Indian kitchen • To make the consumption of organic foods a

national habit. • To harness the benefits of organic farming

for helping the farmers of India• To negate the harmful effects of Genetically

modified consumables.• Regulate & check the harmful toxins in the

body and keep it under control• Increasing the green health of the customers• To provide Nutritious and wholesome food

for vitality, vigor and longe• To meet the domestic demand of the second

largest population in the world

89-93


“Vanaja Organics is run by a bunch of ‘heartrepreuners’ who work towards the wellness of the farmers, consumers and earth.

dge that organic foods are far more painstaking to produce and hence cost a little more than conventionally grown produce; we strive to achieve an honest, non-monopolistic pricing on our products, thereby sharing part of our profits with the farmers as profits and the end consumers as promotions – so that all stakeholders working towards the wellness of the planet feel rewarded.”

Through business leadership, Vanaja Organics envisions a safer, stronger, physically and mentally healthier India. That farmers return to agricultural values by embracing organic farming; by making organic food widely accepted and appreciated amongst all strata of society thus calling for a lifestyle and lifelong

Work towards promotion and rganic foods in India, making it

a mutually beneficial for all its stakeholders. The organization is a forerunner in promoting women empowerment by facilitating jobs for urban and rural women. This gives them courage, confidence and financial independence in establishing small home-industries.

Objectives- To bring health and nutrition back into the

To make the consumption of organic foods a

To harness the benefits of organic farming for helping the farmers of India To negate the harmful effects of Genetically modified consumables. Regulate & check the harmful toxins in the body and keep it under control Increasing the green health of the customers To provide Nutritious and wholesome food for vitality, vigor and longevity To meet the domestic demand of the second largest population in the world




• Growing food organically without the use of chemical fertilizers, pesticides and insecticides.

• To provide quality food at affordable prices • Bringing about a sea change in eating and

consumption habits. • Providing sustainable growth to agriculture

ecosystem. • promote ecological balance, and

conserve biodiversity. Purpose – Organic Food is good for OUR heart - Rapid use of chemicals and fertilizers have forced people to find a healthy way of living. This is where the significance of organic markets comes into consideration. Increasing use of synthetic chemical fertilizers and pesticides in non-organic products leads to various health issues. The organic food industry is currently booming. India’s organic food market is anticipated to grow at a CAGR of over 25% during 2016-2021{SOURCE “India Organic Food Market By Product Type, Competition Forecast and Opportunities} Organic food is produced by methods that comply with the standards of organic farming.

“When it comes to meat and milk, organic products can have about 50% more omega-3 fatty acids, a type of unsaturated healthy fat, that conventionally produced products. It is believed that switching from conventional to organic products would raise consumers’ omega-3 intake without increasing overall calories or saturated fat.”

Organic Food preserves NATURE - Since organic food production strictly avoids the use of all synthetic chemicals, it does not pose any risk of soil and underground water contamination like conventional farming which uses tons of artificial fertilizers and pesticides Conventional farming methods involves heavy use of artificial chemical fertilizers, insecticides and pesticides. This poses a threat of not only soil degradation but also contaminates the underground water.

Organic farming helps in curtailing and eliminating contamination in food, soil & water. Using “Organic fertilizers” derived from living or formerly living materials makes the venture commercially viable by adopting “organic agriculture” and ”environmentally friendly" plantation methods. Organic Food improves overall HEALTH – There is a changing opinion among Indian consumers that Organic food is healthier than conventional food. This is revealed by the increase in demand for the same. Research also shows that Organic foods have a higher nutritive value than conventional food. With the absence of Pesticides and harmful fertilizers, plants increase their output of Phytochemicals (A combination of Antioxidants and Vitamins), which strengthen the plants’ resistance to Bugs and Weeds. It can be surmised that a growing organic food Consumption culture is being created. Reason Why Organic Products Have Come of Age - • Boom in organic Brands due to consumer

literacy, awareness & marketing. • Growth in organic entrepreneurship • Increase in demand for organic food • Consumers willing to pay extra for

nourishing food • Demand for natural, chemical – free

products • Trends in health consciousness among

consumers • Organic Food is now a Full-fledged industry

with high growth potential • Farmers are turning to organic farming to

retain the health of the soil. • E - Commerce has made the order &

delivery easy. • Widespread public opinion that organic food

is safer, nutritious and tastier compared to conventional food

BEST PRACTICES - • Through allies in the social development

sector, this StartUp trains and empowers

Iyer L


housewives of farmers and other underprivileged class to participate in the sanitizing and packaging products. This generates a supplementary income for the farmers’ family. This capacity building initiative among poor women in rural areas is also extended to the urban poor, thereby promoting cottage industries and extending the same empowerment to the urban women who are at the bottom most strata of the society.

• The startup liaisons with an NGO, Prodigee Foundation, that aides and mentor’s farmers towards organic farming along with other NGOs in similar function.

• Vanaja Organics has compthe middlemen in the supply chain, by directly dealing with the farmers’ (a nonprofit social initiative). This enables the farmers to gain better price margins and also allows the consumers to buy organic foods at affordable prices.

Work Flow Process Of Vanaja Organics

Procurement of organic food is directly done through pre or post agricultural contracts, where minimum support prices are agreed upon for the same. The farmers are trained and encouraged through groups of NGO’s engaged inthe state of farming in the country. They advise the farmers on usage of bio fertilizers, crop rotation, drip irrigation and soil management to maximize the yield. This initiative addresses the plight of the farmers, and improves their standard of living and quality of life.All the middle men are eliminated from the supply chain. The produce is taken to the certified warehouse, where packing is done in sanitized conditions. The packing centers employs women from under privileged communities, andadhere to specific quality processes laid down by the certification authorities. The food, received is cleaned and transferred into special storing units under careful supervision. The entire area is clean and devoid of any harmful

Iyer L. et al., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 89


www.johronline.com

housewives of farmers and other underprivileged class to participate in the sanitizing and packaging processes of food products. This generates a supplementary income for the farmers’ family. This capacity building initiative among poor women in rural areas is also extended to the urban poor, thereby promoting cottage industries and extending the same

owerment to the urban women who are at the bottom most strata of the society. The startup liaisons with an NGO, Prodigee Foundation, that aides and mentor’s farmers towards organic farming along with other NGOs in similar function. Vanaja Organics has completely eliminated the middlemen in the supply chain, by directly dealing with the farmers’ (a non-profit social initiative). This enables the farmers to gain better price margins and also allows the consumers to buy organic foods at

Flow Process Of Vanaja Organics -

Procurement of organic food is directly done through pre or post agricultural contracts, where minimum support prices are agreed upon for the same. The farmers are trained and encouraged through groups of NGO’s engaged in improving the state of farming in the country. They advise the farmers on usage of bio fertilizers, crop rotation, drip irrigation and soil management to maximize the yield. This initiative addresses the plight of the farmers, and improves their

of living and quality of life. All the middle men are eliminated from the supply chain. The produce is taken to the certified warehouse, where packing is done in

The packing centers employs women from under privileged communities, and trains them to adhere to specific quality processes laid down by the certification authorities. The food, received is cleaned and transferred into special storing units under careful supervision. The entire area is clean and devoid of any harmful

and disease causing environment The Packaged Organic food is stored in certified approved warehouses. The produce received form the farmer is thoroughly checked for, physical particles and impurities before being approved for quality. Once the customer browses thrand selects from a wide range of products, he adds all products into the cart and goes forward for payment using various payment options. In 3 working days the order is delivered to the customer’s doorstep. Supply Chain Process of Vanaja Or

Product Categories include chutney & Jams, Dry fruits, Flours,

1

• Decide on

variety

2• Advise

cultivation

3• Agricultural

organic food

4

• Receive

Certified,

warehouse

5

• Cleaning

food in SKUs

6

• Receive

line, on

payment

7

• Order processing

ready for

8

• Depatch& technologytrack merchandise

9

• Customer

delivered

89-93


ase causing environment The Packaged Organic food is stored in certified approved warehouses. The produce received form the farmer is thoroughly checked for, physical particles and impurities before being approved

Once the customer browses through the menu and selects from a wide range of products, he adds all products into the cart and goes forward for payment using various payment options. In 3 working days the order is delivered to the customer’s doorstep. Supply Chain Process of Vanaja Organics

Product Categories - The array of products include chutney & Jams, Dry fruits, Flours,

on produce - quantity and

to farmers on organic

cultivation

Agricultural contracts to procure

food form farmers

Organic Produce in

Certified, Sanitised Vanaja Packing

warehouse

and packing the Organic

SKUs

ciustomers' orders on

on vanaja website and

processing & making stock

for despatch

the stock using Logisticstechnology enabled process to

merchandise

Customer recives his order & stock

delivered to his door step




Spices Powder, Spices Whole, Tea & Coffee, Salts & Sweeteners, Masala Mixes, Oils & Ghee, Pickles & Vinegars, Pulses, Rice, Papad, Poha, Seviya, Vadi, Corn Flakes, Pasta. The focus is on grocery products. The startup plans to add dairy products, fruits and vegetables in the near future. Challenges - 1. Price - It is certainly a cause for concern in

this segment. In a country where there is price elasticity of demand, the organic products are more expensive than the conventional products. The health conscious consumer will be willing to pay a premium ranging from 50% to 100% at least, but the middle class may take time to accept it.

2. Certification - The certification process is elaborate, and stringent. The certifying agencies, which follow international standards, keenly scrutinize the soils, produce and packing centers to test for hygiene, chemicals and harmful bacteria.

3. Trust - Consumers still do not have any proof, that a product is organic or not. Many companies sell natural products under the guise or organic foods, inviting mistrust among the discerning consumers. The certification printed on the packing is proof for authenticity, but the consumer is still not aware of the same.

4. Accessibility- Organic food availability is restricted and not many shops continue to sell in at the retail level. Many of the malls stock limited levels or organic foods and the rest sell it online only.

5. Including the word organic in our daily menu- Indians have still not become fully aware of Organic food and its benefits to include it in the daily menu. Though there is no negative sentiment, the necessary shift

from conventional to organic food is an ongoing process.

Conclusion - Committing to healthy eating marks the beginning of a healthy life. Nutritious and wholesome food, coupled with the benefits of organic living creates a power house of health and wellness among people. Organic food, improves not only our health but also the health of the soil and a clean environment. Every stake holder will be affected positively by organic food. The project’s emphasis is on sustainable growth, and living in harmony with nature.

“If diet is wrong, medicine is of no use.

If diet is correct, medicine is of no need. ”

……An Ayurvedic proverb Reference: 1. Graham Paul. Startup Equals Growth, in

Graham's Essays on entrepreneurship, 2012. 2. The Hindu Business Line,

http://www.thehindubusiness line.com/info-tech/india-lacks-enough-angel- investors-to-fund-startups-nasscom/article7817740.ece, Printable version, Nov 20, 2015 9:50:48 PM.

3. Grant Thornton- startups report. 4. Aswath Damodaran, Valuing Young. Start-

up and Growth Companies: Estimation Issues and Valuation Challenges. SSRN Electronic Journal. 06/2009; DOI: 10.2139/ssrn.141868

5. Au K, Kwan HK. Start-up capital and Chinese entrepreneurs: The role of family. Entrepreneurship Theory and Practice. 2009; 33(4):889-908.

6. https://www.naturalnews.com/Quote-Diet-Medicine-Ayurvedic-Proverb.html

Kejariwal M. et al., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 94-98




Introduction: Water borne diseases like diarrhea, dysentery etc. are one of the major causes of death in many countries like India, Bangladesh, Indonesia etc. According to World

Development Report (1992), 80% of the diseases in the world are related to water. According to a book published by World Health Organization and Organization for Economic Co-operation and Development, around 2.2 million of the 3.3 million water related deaths are caused due to diarrhea. The major reason for this problem is the unavailability of potable water to the masses. Absence of harmful chemicals, pathogenic micro-organisms is some of the characteristic features of potable water.


WATER POTABILITY TESTING CASE STUDY OF MUMBAI REGIO N.

Mona Kejariwal* 1, Chetan Patil2, Abhishekh Tiwari3, Sunil Sahani3

1Department of Botany, R.D.&S.H. National College, Bandra (W), Mumbai-50. 2Department of Biotechnology, R.D. &S.H. National College, Bandra (W), Mumbai-50.

3Department of Botany and Biotechnology, R.D. &S.H. National College, Bandra (W), Mumbai-50.

Case Study Article


ISSN 2321 – 7456

Abstract: In a Metropolitan city like Mumbai in India safe, consistent, and reliable water supply is a challenging task. Large number of population lives in areas of Mumbai that are suffering from water quality problems and water shortages which is also studied by our institution in a community-based project CAASP (Community Assessment Awareness Survey Program).Many areas have contaminated water with fecal Coliforms bacteria as the primary contaminant of concern. There are many aid groups that are actively working to develop and improve the water supply in the developing world. An important first step in such work is an accurate appraisal of the existing water supply. This appraisal often requires a rapid, onsite field assessment of possible fecal Coliforms contamination with minimal equipment. Therefore, Department of Biotechnology and Department of Botany of R.D. & S.H. National College have initiated a community-based project to evaluate the potability of water from different location of Mumbai by MPN (Most Probable Number) method since year 2009-10. This project also aims to provide guidance to the citizen of Mumbai through our institution about the usability and importance of water testing. Keywords: MPN test, Potable water, CAASP




To reduce the risk of people falling ill due to water borne diseases, it is essential that monitoring system for checking the physical, chemical and microbiological quality of drinking water are in place. Most of the countries follow WHO guidelines for monitoring of drinking water. According to the guidelines, contamination of drinking water with micro-organisms belonging to a class of bacteria known as Coliforms are responsible for the occurrence of water borne diseases. This class of micro-organisms are indicators of fecal contamination in water. Over past decades, many methods have been developed by researchers for the identification of fecal contamination in drinking water. Most of these methods are based on the guidelines set by the World Health Organization (WHO). Dilution technique of the Most Probable Number (MPN) method is used to identify the presence of Coliforms (Alexander, 1965; Foch and Joseph, 1973). This method is based on the characteristic reactions given by the bacteria in different media. It is used to identify and estimate the amount of total coli forms present in the water sample. In this CAASP project, 1000 water samples from different locations of Mumbai were tested using MPN method. IMViC analysis of these samples was carried out to identify the contaminating organisms. Out of 1000 samples 7.5% (i.e. 75 samples) were found to be contaminated. Material and Method: Sample: 1000 Water samples were collected from different locations of Mumbai. Samples were collected in sterilized water collection bottles from different sources. Most Probable Number (MPN) Method: For presumptive test, water samples of volume 10 ml, 1 ml, 0.1ml were taken and inoculated in test tubes containing Lauyrl-tryptose broth of single strength and double strength media tubes were incubated at 37⁰C for 24 hours. After 24 hours, if the test tubes show production of gas then the test is positive, MPN index is calculated and a

confirmatory test is performed (Alexander, 1965; Focht and Joseph, 1973). For confirmatory test, a loopful of culture is taken from the test tubes of presumptive test showing positive result and is streaked on Eosin Ethylene Blue Agar plate. Plates are incubated at 37⁰ C for 24 – 48 hours. Presence of greenish metallic shine indicates presence of coliforms in the water sample (Betty H. Olson, 1978).The pure culturing was done by streaking the culture onto the media like MacConkey agar and then onto Nutrient Agar Slant. Identification of isolated microorganisms: Isolates were tested for biochemical tests by using IMViC (Indole, Methyl Red, Voges-Proskauer, Citrate) test (Edmund M. Powers and Thomas G. Latt, 1977). The test organisms were inoculated into the tryptone water, MR and VP broth and streaking on Simon Citrate Agar plate and all test tubes and plate were incubated at 37⁰C for 24 -48 hours (Michael E. Stiles and Lai-king NG, 1981; Edmund M. Powers et al, 1977, Vashist Hemraj et al, 2013). After incubation at 37⁰C for 24 -48 hours, 1 ml Kovacs reagent (150 ml Amyl or isoamyl alcohol, 10 ml DMAB, 50 ml con. HCL) was added in Indole test tube. Formation of cherry red ring indicates positive result (James L. Botsford and R. D. Demoss, 1972; Vashist Hemraj et al, 2013). In MR broth 1ml methyl red pH indicator was added, change in color of media from yellow to red indicates organism is MR positive (Vashist Hemraj et al, 2013). In VP test, Voges-Proskauer reagent (5% α- naphthol, 60 % KOH) was added in VP broth, change in color of media from yellow to Creamson red or pink color indicates the organism is VP positive. In Citrate utilization test, change in color of media (Simons citrate agar slant/plate) from green to blue and growth of organism, determine that organism is Citrate test positive (Vashist Hemraj et al, 2013). Based on the results of this test, by comparing with-Manual of Clinical Microbiology of ASM




(American Society for Microbiology) the micro-organism in the water sample is identified. Result: The following data shows the MPN index of the contaminated water samples. In Graph No. 1. the peak represents the MPN/100mL of contaminated sample form different location of Mumbai.

Table No. 1: Most Probable Number (MPN) Index of contaminated water samples.

Sr. No

Sample no

Location

MPN Index/100

mL of water sample

1. 034 Bhayandar (West) 35 2. 043 Khar (West) 225 3. 066 Bandra (West) 150 4. 098 Matunga (East) 425 5. 122 Bhayandar (West) 800 6. 123 Malad (East) 75 7. 177 Goregaon (East) 50 8. 207 Bhayandar (East) 1800 9. 219 Bhayandar (West) 17 10. 229 Bandra (West) 250 11. 236 Borivalli (East) 25 12. 251 Mahim (West) 25 13. 266 Santacruz (West) 180 14. 280 Matunga (East) 250 15. 297 Bandra (West) 50 16. 300 Bandra (West) 35 17.

312 Khar Danada (West) 350

18. 325 Santacruz (West) 250 19. 343 Mahim 80 20. 356 Bandra (West) 130 21. 361 Borivalli (East) 25 22. 363 Worli 50 23. 364 Worli 250 24. 404 Khar 1600 25. 407 Thane (West) 100

26. 409 Andheri (West) 1800 27. 410 Andheri (West) 250 28. 421 Thane (West) 140 29. 426 Bandra (West) 1800 30. 447 Mahim 1800 31. 470 Bhayandar (West) 250 32.


33. 476 Dharavi 25 34. 480 Khar 14 35.

488 Chandi Wali (West) 1900

36. 490 Bandra (West) 425 37. 491 Andheri (West) 14 38. 492 Bandra (West) 1900 39.


40.526

Khar Danada (West) 1800

41. 535 Khar 25 42. 539 Borivalli (Wast) 1900 43. 553 Bhayandar (West) 35 44. 561 Mira Road (East) 1900 45. 589 Virar (West) 1800 46. 599 Opera House 20 47. 613 Andheri (West) 80 48. 624 Malad (West) 1800 49. 627 Bandra (West) 250 50. 630 Bandra (West) 55 51. 639 Bandra (East) 1800 52. 645 Dombivali (West) 35 53. 647 Khar 425 54. 652 Santacruz (East) 170 55. 661 Bandra (West) 250 56. 662 Andheri (East) 1800 57. 732 Mahim (West) 13 58. 757 Bandra (East) 25 59. 791 Santacruz (West) 1800

Kejariwal M


60. 901 Khar (West)61. 902 Kandivali (West)62. 903 Bandra (West)63. 904 Bandra (East)64. 906 Santacruz (West)65. 907 Bandra (East)66. 908 Bandra (West)67. 909 Mahim (East)

Graph No. 1: Most Probable Number (MPN) Index of contaminated water samples from different location of Mumbai.

Figure no. 1: Presumptive test of MPN Method

0

200

400

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800

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1200

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Kejariwal M. et al., J. Harmoniz. Res. Appl. Sci. 2018, 6(2),


www.johronline.com

Khar (West) 12

Kandivali (West) 23

Bandra (West) 130

Bandra (East) 7.8

Santacruz (West) 13

Bandra (East) 40

Bandra (West) 28

Mahim (East) 920

68. 932 Santacruz (West)69. 979 Dombivali (West)70. 981 Bandra 71. 994 Mahim (West)72. 995 Mahim (West)73. 996 Mahim (West)74. 997 Mahim (West)75. 998 Mahim (West)

Most Probable Number (MPN) Index of contaminated water samples from different

Figure no. 1: Presumptive test of MPN

Figure no. 2: Confirmed test of MPN

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), 94-98


Santacruz (West) 40

Dombivali (West) 280

Bandra (West) 540

Mahim (West) 130

Mahim (West) 920

Mahim (West) 28

Mahim (West) 28

Mahim (West) 13

Most Probable Number (MPN) Index of contaminated water samples from different

Figure no. 2: Confirmed test of MPN

Mah

im

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Mah

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MPN Index




Discussion: This community-based project CAASP (Community Assessment Awareness Survey Program) aimed to evaluate the potability of water by detection of fecal contamination. This study has been carried out since 2009, in this study it was found that, out of 1000 samples 75 samples showed positive result. IMViC analysis of this positive samples was carried out to identify the contaminant. To confirm the positive result, the samples were also sent to an ISO certified lab for evaluation. The positive water sample showed presence of fecal Coliforms mostly of Escherichia spp. like E.coli. Coliforms like S. typhi, Enterobacter aerogenes etc. were also found. These micro organisms are indicators of fecal contamination in drinking water. Consumption of water contaminated with these organisms leads to various water borne diseases like diarrhea, dysentery etc. Conclusion: This research insights on the evaluation of drinking water from different locations of Mumbai by detecting the presence of coliforms using MPN method. The contaminating species was also identified using IMViC analysis. This project was also aimed at making people aware of the diseases that can be caused due to consumption of fecally contaminated water. Future Plan: Our future plan is to develop a Water Quality Field Testing Kits (WQFTKs) to detect fecal contamination in drinking water. Our plan is to make a cost effective, user friendly kit so that it can be used in the field. Acknowledgements: We would like to express our gratitude to the Principal of R.D. and S.H. National College and S.W.A. Science College – Mr. Dinesh Panjwani for his continuous support to this research work. We would also like to thank the Department of Biotechnology and the Department of Botany of R.D. and S.H. National

College and S.W.A. Science College for providing us the required amenities. We would also like to thank the lab assistants of the Department of Biotechnology and the Department of Botany of R.D. and S.H. National College and S.W.A. Science College for their help as an when needed. References: 1. Alexander, M, 1965. Most probable number

method for microbial population. p. 1467-1472.

2. Betty H. Olson, 1978. Enhanced Accuracy of Coliform Testing in Seawater by a Modification of Most-Probable-Number Method. Aplied and Environmental Microbiology, Sept. 1978, Vol.36 No.3; p.438-444.

3. Edmund M. Powers and Thomas G. Latt, 1977. Simplified 48- Hours IMViC Test: an Agar Plate Method. Aplied and Environmental Microbiology, Sept. 1977; p. 274-279.

4. Focht, D. D., and H. Joseph, 1973. An improved method for the enumeration of denitrifying bacteria. Soil Sci. Soc. Am. Proc. 37; p. 698-699.

5. James L. Botsford and R. D. Demoss, 1972. Escherichia coli Tryptophanase in the Enteric Environment. Journal of Bacteriology, Jan. 1972; p. 74-80.

6. Michael E. Stiles and Lai-King NG, 1981. Biochemical Characteristics and Identification of Enterobacteriaceae Isolated from Meats. Aplied and Environmental Microbiology, Mar. 1981, Vol 41, No. 3; p. 639-645.

7. Vashist Hemraj, Sharma Diksha and Gupta Avneet, 2013. A Review on Commonly used Biochemical Test for Bacteria. Innovare Journal of Life Science, Volume 1, Issue 1.

Khanduja K., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 99-102




GAON CONNECTION: THE RURAL MOUTHPIECE

Kirti Khanduja

Amity University, Chhattisgarh



ISSN 2321 – 7456

Abstract: We live in an age where there information is available at just a click. But things are not same in rural areas. There are places in India where people are still unknown about the basic information. Media has also ignored the rural population. Regional and national newspapers carry news items that have relevance in urban India. But now it’s time for a change; change for the betterment of rural India. Now, the rural people no longer have to be isolated from the outer world, a world full of technology. Instead, people would be able to have an access to information. In a nutshell, they would have access to the possibility of aimproved life. And this would be achieved by a new initiative- Gaon Connection, initiative taken by Neelesh Mishra, Founder & Editorial Director of the newspaper. Gaon Connection – India’s first and biggest rural newspaper which fills the gap between the unemployed and the jobs, betweenthe poor & outdated farming conditions and new farming practices, between the needy and the opportunities,between social backwardness and social reforms. Miracles can happen, once both the poles are bridged. And Gaon Connection intends to do the same task of bridging. Gaon Connection was started in Dec 2012 is a 12 page all color broadcast newspaper priced at Rs 5, printed on imported newsprint, and brings together reportage, beneficial information, rural culture, rural problems, interviews, sports, government schemes, agricultural reporting, rural food, information from make-up advices for women and men, to the precautions needed while buying insurance, and how to use new mobile applications. It is now available in the form of print media, digital media, social media and mass media. The Gaon Connection newspaper, currently, has a presence in Uttar Pradesh, Bihar, and Jharkhand and is planning to expand its content footprints to all Hindi-speaking states soon.The paper is self-financed, and not for profit, although it does not strictly follow the NGO model. India lives in its villages. Gaon Connection attempts to empower rural people by making them up-to-date and give a voice to their concerns. Keywords: Gaon Connection, Rural communication and Media, Rural Newspaper.





Introduction: Media plays a key role in anything from the beginning of wars to the way people live their day-to-day life. Media have a significant impact on what is considered important in a society, by focusing on certain events and persons and avoiding other ones. Media, now a day, is playing an excellent role in making and shaping of public beliefs and strengthening of society. Media, which is also known as the sword-arm of democracy, commands awe and respect of country as well as people. It is the most effectual instrument which has the potential to bring the downfall of the despotic rulers of the world. It is the most influential investigative system that exposes the injustice, inequality, partiality, oppression, and misdeeds of society. But, media is focused to urban areas and paid news, ignoring the problems of rural parts of the country. Neelesh Mishra, founder of Gaon Connection, started a newspaper specially for rural people. The daily fills the gap between the unemployed and the jobs, between the poor & outdated farming conditions and new farming techniques, between social backwardness and social reforms; basically between the needy people and the opportunities. Wonders can happen, once the two ends are bridged. And Gaon Connection intends to accomplish the same task of bridging. Literature Review: Jain and Singh (2013) The Study proposed that the newspapers being a part of a common man’s life have a vital role to play in creating awareness about the knowledge society. Based on the present study, it can be said that at present their contribution may not be in very important quantum, but the newspapers are not completely shrugging their responsibility to create awareness about the concepts regarding the knowledge society. They lack in providing

technical information and frequently using terms like knowledge society, knowledge economy and knowledge management. The bulk of the populace still depends upon newspapers for the internet media can serve only those who know how to use it. For such people who have the quest to know, the newspapers can be a great support. Sharma (2013) in his article pointed out that modern society shows deep dependence on mass media and is dominated by media in all aspects of life. It is a well-known fact that media has a massive power to shape the attitudes of people in rebuilding of reality. People develop shared construction of reality through mass media. The media-provided interpretations of certain issues have a deep and far reaching impact on the masses. The media has the power to push various problems into the public domain. It is the need of the hour that sustainable development is given priority by the media. Further, the author proposed that mass media has significant role to play since along with legislation, formation of attitude towards sustainable development is required on a large scale which can only be accomplished through media. The media has a social responsibility and active involvement of mass media is important for promoting sustainable development and motivating. Jain (2003) In his study found that mass media too has not played any important role in information dissemination this can be attribute to the fact that the reach of mass media is more in urban areas. Only the commercial programs are common. The media was largely confined to classes, urban sector and some restricted social groups. But the situation is far different today when media and masses are expected to become intimately knives together thereby demanding media’s inherent closes proximity with rural masses and the problem of rural society at a large. With the increasing rural awareness, the media has to establish it credibility, interest and involvement in mobilizing, articulating and exposing the problems of rural people. Media




programme have to focus rural realities and approach then constructively by motivating all media and other related agencies simplicity involved in the growth and attainment. There was barely any coverage of rural India, though 70 percent of the population lived there. The infrequent coverage or rural India was restricted to reports on farm suicides and working of panchayats. There was a little coverage of problems faced by people in rural areas about the plurality and diversity that were covered only throughout natural disasters. The fact that climate change was going to affect the present and the future should necessitate it getting continuous and top coverage in newspaper and television channels. Issues such as poverty, child labor, rural education, sanitation, malnutrition, rural-urban divide also needed more attention. Methodology and Objectives: The study is based on the secondary data which is collected from websites, magazines, newspapers etc. The study is based on following objectives: 1. To study a start-up which has a social impact

on rural India. 2. To study a media company that address rural

problems. 3. To study the reasons for starting up Gaon

Connection. 4. To study the influence of Gaon Connection. About Gaon Connection: Gaon Connection, started on December 2, 2012 started by Neelesh Mishra and Karan Dalal, is India’s first and biggest rural newspaper. It is an effort to give voice to rural India. In an era where Indian media industry focuses on the urban concerns and attempts to give rural people their own voice. It is a two-way street that provides information to knowledge starved rural people and brings information from there about everything from every day public issues to the role models and from media-dark areas to the urban India. Gaon Connection has various verticals: print, digital, audio and video content. The Gaon Connection team currently operates across Uttar Pradesh,

Bihar, Jharkhand, Madhya Pradesh and it’s soon expanding its footprints to all Hindi-speaking states. It provides all the useful information related to agriculture, politics, government schemes, technology, rural culture, rural problems, interviews, agricultural reporting, rural food, and information from make-up advices for women and men, to the precautions required while buying insurance, and how to use new mobile applications. Gaon connection is a bootstrapped venture and has convinced journalists from news channels like NDTV and IBN7 to contribute to the newspaper. Gaon Connection depends upon advertising for its revenues. Initially, Gaon Connection was a weekly newspaper, but later it became a daily newspaper. It covers news and developments in 75 districts of Uttar Pradesh and plans to document happenings in Madhya Pradesh, Bihar, and Jharkhand in the near future. Besides the rural population, the venture plans to tap rural immigrant in cities like Mumbai and Delhi. This will help them stay connected to their roots and might help in bringing the talent back to village when they spot opportunities in their villages. They are also planning to translate the newspaper in English. Also, on cards is an audio newspaper, which will be a big step for Gaon Connection to proliferate and broaden its reach. It will be a subscription based model available on mobile phones that will mostly current headlines from rural India. An edition in English every week will help people from across the world tune into news from rural India, says Neelesh of his ambition for the venture. Gaon Connection has a financial support of THE INDEPENDENT AND PUBLIC SPIRITED MEDIA FOUNDATION (IPSMF), backed by Mr Azim Premji and other notable philanthropists. IPSMF encourages excellence in independent, public-spirited and socially impactful journalism and has been supporting Gaon Connection Private Limited for the purpose of reporting and publishing stories of public interest.




The Swayam Project: The Swayam Project is Gaon Connection’s outreach programme to generate thousands of young rural leaders at the grassroots level to become community journalists, entrepreneurs, and change makers. Their vision is to build the Swayam Project over a period of time into a global case study. Swayam Festival targets higher secondary female and male students, college students, women from Self Help Groups, Asha health workers, farmers, A&Ms, etc. The events are held in schools and colleges, in community centers, at hospital compounds, etc. They have a vast range – from martial arts classes for girls to soil testing for farmers to test drives of motor cycles and tractors sessions with legal exerts on dealing with domestic violence to sampling GEC TV shows and news channel contents. Gaon Connection is actively engaged in and runs ground activation through a big community outreach programme ("Swayam Project") which generates community journalists. It works with farmers club, schools, self-help groups and other community bodies in remote, media-dark areas across Uttar Pradesh, Bihar and Jharkhand to help rural people become powerful voices for their communities as community journalists. The venture aims to build the Swayam Project into a global case study – the largest communication programme of its kind in the world, across states and multiple languages which has demonstrated practicable solution, resolving issues and bridging the gap of knowledge which is presently a visible issue faced by rural India. Awards Won by Gaon Connection: Gaon Connection won major journalism awards and earned acclaim for their work. 1. Neelesh Mishra, Founder, and Manish

Mishra, Associate Editor, won India’s biggest journalism honour, the Ramnath

Goenka Award for 2012 in the category “Uncovering Invisible India”.

2. Dr. S B Misra, Editor-in-Chief, won the UNFPA-backed Laadli Award in “Best Editorial” category for North India.

3. Anu Singh Choudhary, Roving Writer, won the Ramnath Goenka Award for her work in the category of Sports Journalism in 2013.

4. Britain’s Thomson Foundation selected Gaon Connection Principal Correspondent among 12 journalists from developing countries for high quality journalism.

5. In April 2015, Germany’s radio broadcaster Deutsche Welle selected the Gaon Connection website among 14 worldwide websites hailed for “Best Online Activism” in the “Social Change” category.

6. Laadli award for writing on gender (five times in all) won, apart from the editor in chief, by Anu Singh Choudhary, Shrinkhala Pandey and Devanshu Mani Tripathi.

Conclusion: Gaon Connection seems to be one of the only start-up which provides all kinds’ information to the grass root of India weather its agriculture or health or technology or solutions to the rural problems or government schemes or social issues, etc. And Gaon Connection is truly a media company which focuses on rural problems which is ignored by any other media company of the country. Reference: 1. Gaon Connection's website. 2. Your Story website: Gaon Connection:

Giving a voice to rural India 3. First Post website: Gaon Connection: A

paper dedicated to India’s villages 4. The Quint website: Gaon Connection

completes five years of rural journalism 5. Live mint website: Neelesh Mishra- How I

spend my year

Parekh N. et al., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 103-108




STARTUPS: INNOVATION TO REALITY

Namrata Parekh

R. D. National & W. A. Science College Off Linking Road, Bandra West, Linking Rd, Mumbai, Maharashtra 400050



ISSN 2321 – 7456

Abstract: This research paper highlights the initiative founded by the Government of India – ‘Startup India, Standup India’ and the start-up scenario in India. Start-ups encourage the citizens of the country to turn their innovative ideas into a reality. This scheme formulated by Prime Minister Narendra Modi has led to tremendous growth of sectors such as e-commerce, fin-tech, consumer service sector, logistics, health technology, real-estate, artificial intelligence, education, nanotechnology, sports and many more. The winner amongst all the sectors is the E-commerce sector which received the highest funding of 18.57% from SIDBI. Some successful e-commerce brands which received funding from startup India are Fynd, GoCoop and Kaaryah. This initiative has many benefits. To the budding entrepreneurs the advantages are many such as IPR benefits, funds available from various schemes of SIDBI, tax exemption for 3 years, resources, online 4 week free training program etc. There are approximately 7,200 entities registered as startups under this initiative who have received the above benefits and it is also believed that every year there is a growth of approximately 3,000 startups. The overall positive impact of this on the social and economic environment is evident through increased use of advanced technology, raise in the number skilled jobs and increased creativity amongst the youth to fulfill consumer expectations through better products and services by capturing untapped markets. Startups are dynamic organizations which lead to increased competitiveness in an economy which gives India an opportunity to gradually become a market leader and not just an outsourcing destination for cheap IT services. These startups have acted as a catalytic agent for change because they finally create a demand for goods and services in an economy which leads to a rise in GDP of the country. Startup India had addressed problems such as affordable education, healthcare, entertainment, financial security etc. Keywords: Entrepreneurs, Start up, Innovation

Yadav V., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 109-113




Start-Up India, Stand Up India: According to the Department of Industrial Policy and Promotion a start-up is an entity that must not have a turnover over 25 crores in any previous financial year, it must also work towards creativity and innovation In products and services for economic welfare. Furthermore it must not be registered prior to seven years, bio-tech being an exception ("Start-up India, Department of Ministry of Commerce and Industry, Government of India", N.D.). Under this scheme on January 2016 Prime Minister Narendra Modi decided to include a 19 point plan for the start-up enterprises. This plan is making it easier for new entrepreneurs to change their ideas into reality. Some components of the 19 point plan are: • Entrepreneurs can directly register their

start-up through an online mobile application

• They can obtain intellectual property rights at a lower cost compared to other firms

• A benefit of aRs.10, 000crore corpus will be extended to the start-ups over a period of four years.

• Income tax for three years is scrapped off • An initiative to start innovation programs

in schools will also be undertaken etc. • Legal support will be extended to the

entrepreneurs for their firms safety • Rebates will be given • Simplified trading rules to encourage

exports • Faster closer and exit if the start-up fails • Establishment of New bio-tech clusters etc.

("Start up India, Stand Up India: 19 exciting plans for start-ups", 2016).

These benefits which can be availed through this scheme has brought about positive changes

in the economy of India by encouraging the youth to show their creativity and innovation in their businesses all over the world. It has also largely encouraged the Dalits, Adivasi’s and women of India. Some Successful Start-Ups Under This scheme are: Kocado Labs: This Company which was created in 2016 belongs to the Information Technology sector. They have developed an online platform for examination, training for educational purposes and professional purposes. It is based in Kerala. The company has a range of products and services such as online exams, school management systems, transcriber, and web application development and so on. Company profile: The team of this company is as follows. The Founder – Syamlal Sasi Director – Dr. Pradeep Pillai Human Resource Manager- Pratheeeksha Company limited by Shares Non-government Company Private company 10, 00,000 – authorised share capital 2, 00,000- paid up capital Current customers: Chaitanya School, Global info Ltd, edNet, Rofo ("kocado labs private limited- company, directors & contact details | registrationwala.com", n.d.) Lattice Innovations Pvt Ltd: This is a Delhi based company engaged in healthcare and life sciences founded on November 2014. They have excelled in making diagnostic and surgical tools and devices in India and in the United States of America. It has spread itself not only in urban but rural areas as well. Examples of some products they have innovated are an air disinfection system, cardiac risk assessment kiosk and digital microscopy. After obtaining their start-up capital this team began offering designed medical services through their surplus money which they used for their research and development. In the year 2017 they earned




75% of their revenue from these services and the rest from their other products. Their main aim was to provide affordable healthcare products and services. This company has its affiliation to CAM Tech (Consortium for Affordable Medical Technologies), in Massachusetts. They have also designed a web application for them to connect the experts and the resource providers for advancement in medical technology. ("How Lattice Innovations fills the gap in healthcare by design - ETtech", 2017). Company profile: The team of this company is as follows Chayan Chatterjee: Co-founder/ COO Soura Bhattacharya: Co-founder/ CEO Sahil Mehta: Co-founder/ CTO("Lattice Innovations", n.d.) Company limited by Shares Non-government Company Private ltd company 1000000 authorised capital 100000 paid-up capital Currently Active Counterfeit IQ Private Limited: This Company based in Goa, specialises in detecting counterfeit documents or fake Documents. The founder is Ganesh Faterpekar and the sales head is Rajesh.K Through the checking of documents it enables a person to detect which products and services are fake. They focus on authorization, authenticity and personalization. They provide services to many markets such as manufacturing, consumer goods, corporates, government organizations and academic institutions. It also has a mobile phone application. The entire concept of this organization is based on block chain technology which facilitates the movement of crypto currency globally and which is believed to be the future of technology (Counterfeitiq, n.d.). Some Drawbacks of the Start Up India Scheme: According to a survey conducted in 2017. Most of the respondents who were a part of the scheme have stated that the start-up India scheme has not benefited them in anyways.

The various reasons for this as stated by the respondents are as follows:

- The promised funds of 10,000 crore were not given, and the funds took some years to be disbursed even after intense scrutiny of the enterprise which is a very lengthy process.

- Many of them received tax notices due to change in valuations, notices for their investment and fund raising methods

- They also faced a problem of equalisation fee and dual taxation from countries overseas if they had any affiliations which turned out to be expensive for them (Variyar, 2017).

Other Government Initiatives for Start-Ups: Over and above the start-up India initiative there are over fifty schemes formulated by the Government of India for boosting the start-up ecosystem. Some of the schemes are

- Software Technology Parks (STP) scheme for sectors such as it, fintech, enterprise software etc.

- New Gen Innovation and Entrepreneurship Development Centre for industries such as food, beverages, renewable and non-renewable energy etc.

- MSME market development assistance - Coir Udyami Yojana for the agricultural

industry - International Cooperation Scheme for the

industry of travel, tourism, events and advertising

- SPARSH (social innovation programme for products: affordable and relevant to societal health) for the industry of healthcare and life sciences ("50+ Startup Schemes by Indian Government for Startups", n.d.).

Scenario of Indian Start-ups in India in 2017: The growth of Indian start-ups in India has been relatively slow. However India ranks fifth in the world in terms of the number of start-ups founded. The economic and financial changes made by Prime Minister Narendra Modi have given a boost to start-ups in India. It is estimated that by 2020 there will be approximately 11,500 start-ups in India as compared to the current 4,200 start-ups. The scenario has been quite encouraging because start-ups have been




selected in the Google accelerator programme, they have also received funds from Chinese nationals and furthermore there are many schemes set up by the Government of India to help entrepreneurs reach their goals easier. Some of the key places of interest of Indian start-ups are:

- They believed they GST was the most beneficial to them and that Artificial intelligence, agriculture-technology and logistics should be given importance

- A very high number of start-ups have women in leadership positions

- Digital payment and Artificial intelligence are going to gain a lot of importance in India.

- There needs to be emphasis on talent management, management of equity funds and market creation.

- More and younger entrepreneurs are gaining success and recognition. Making India competitive in the international market. ("Indian Startups Current Scenario and Key Highlights of 2017 | GroVine", 2017)

Examples of Start-Ups That Have Changed The Indian Market: Zomato: Food-Tech Industry ( 2008) Founders: Deepinder Goyal and Pankaj Chaddah Their story: these two graduates from IIT Delhi bridged the gap between waiting time at restaurants and foodies who had no patience to wait for long hours at their favorite restaurants. Their idea was to put up information of these restaurants such as ambience pictures, menu, price of their dishes, schemes etc. on their web portal called ‘Foodiebay’. Their first target was Huaz Khas in New Delhi. In 2010 they changed their name from ‘Foodiebay’ to Zomato. The funding they received also increased as they were doing exceptionally well. In 2010 Sanjeev Bikhchandani the founder of Nuakri.com provided a fund of 1 million dollars through his company Info Edge India. Later in 2013 he re-invested another 10 million which gave him a 50% stake in the

start-up. Other investors include VY Capital, Temasek and Sequoia Capital. Overall Zomato has received a fund of approximately 225 million dollars. This start-up revolutionized the food-tech industry. It gained popularity in major India cities such Mumbai, Kolkata, Bangalore, Ahmedabad, Hyderabad and many more by 2011. Just a year later in 2012 it expanded beyond Indian borders starting with Dubai and later roping in other countries such as Sri Lanka, United Kingdom, New Zealand, South Africa etc. The expansion spree also consisted of many challenges such as how to cover each street in town so that each customer could get the best deal. It also had to shut down its operation in cities like Cochin, Lucknow, Indore and Coimbatore. However they kept moving forward and by 2106 they established their presence in 22 countries by 2016.As on 2017 February it had 90 million registered users. They have become the market leaders in this industry with over 1 million restaurants registered under them. Their recent marketing strategy ‘Zomato Gold’ has become an attraction for all age groups due to sales promotion techniques such as BOGOF, yearly membership at cheap rates and other loyalty schemes. Deepinder Goyal and Pankaj Chaddah’s through their innovation have brought great convenience to customers in this food-tech industry (Zomato Success Story | Inspiring Story of Deepinder Goyal and Pankaj Chaddah | Startup Stories India, 2016). OLA Cabs: Indian Cab Industry (2010): Founders: Bhavish Aggarwal and Ankit Bhati Their story: this car hiring startup became the leading brand in India by capturing 60% market share and beating their rivals Uber and Meru cabs. Over a period of four years starting 2010 they captured over a 100 cities by offering competitive fares to their customers. They became the cheapest cross city cab aggregators in India. Their user base is over 125 million spread across 102 cities with over 25 million customers and it is still growing. Through their main investors Soft Bank and Tencent they raise approximately 1.1 billion




dollars with a valuation of 5 billion dollars. The entire idea of this venture was conceived when Bhavish Aggarwal got into an argument with a local cab driver when the driver stopped the taxi midway to renegotiate the payment which resulted in Bhavish getting off the taxi. He did not want Indian customers to face the same inconvenience and thus he achieved this through his start-up. He made sure their cabs offered quick pickups to customers through their online mobile application, a comfortable travel experience through air conditioned cabs at competitive fares. The importance of these cabs grew so much that many customers slowly switched to Ola from the local transport because of the tiring commute in metropolitan cities. Apart from the customer convenience Ola also benefited the local people by providing them employment opportunities. Many part timers started to become a part of this venture to earn extra income. Like every other entrepreneurs they faced challenges such as lack of family support, irregularity of drivers, social issues such as safety of girls travelling by the cabs but they addressed them immediately and took corrective action (Kishore & Kishore, 2017). Future of the Start-Up Industry: This section mainly speaks about which industries have the maximum potential for start-ups • E-commerce: with major players such as

Snapdeal, Amazon India, Myntra, Jabong this market has huge potential. It is possible to get every product online. Globally such companies are flourishing because customers can select and purchase anything they like in just a click. Now not only products but services such as beauty and wellness, tutoring, house cleaning etc. are also made available to customers at competitive prices through companies such as Urban Clap.

• Online match making: applications such as Tinder, Shaadi.com, Hinge, Happn etc. have attracted the youths to find ideal partners or friends for themselves. Bio-data

or short description of individuals interest can be put on these platforms making it easy for their potential partners to find them

• Food: start-ups such as Belgian Waffle company, Where’s my cone?, London Bubble company, food truck festivals are making mouths water all across India. Food is a market in which there is a lot of scope for innovation. Because the spending power of millennialsis increasing and they like to experience and taste new cuisines and dishes.

• Fitness: we have seen the emergence of the fitness and wellness industry in the past decade. Forms such as Power Yoga, Trampoline Fitness, Zumba, Pilates, Cross-Fit, Aqua-Zumba have made their mark globally. The profits from such ventures are high because individuals have increasingly become health conscious and are thus opting and enrolling for such routines.

• Beauty and wellness: more and more individuals are opting for this industry because of the high remuneration and flexible working hours. Salons, hair and make-up academy’s, spa’s, nails salons and many more have become popular and at a very fast rate(Rangwala, 2017).

Summary: From the above information we can thus conclude that start-ups can bring about positive changes in the economy of a country especially in a developing country like India where there is huge business potential due to untapped markets and rising population levels. It is because of the hard work of these entrepreneurs, the Government and many other factors that the lifestyle of citizens can change for the better and become smoother. It is essential for the government to continue boosting and encouraging the budding entrepreneurs by giving them various incentives and helping them to cope with teething problems. India being one of the fastest growing and dynamic economies has the capacity to give one of the best products and services to world if managed effectively by the




government. One thing which is of utmost importance is that the government must provide a good standard of living and opportunities to all sections of the society equally. This must be done to avoid brain drain. One may never know how another country can be benefited from the person who has migrated because ‘India stands up when an entrepreneur starts-up’ ("Startup India, Standup India: More than a Slogan - Big Startups", 2016). Bibliography 1) Startup India, Department of Ministry of

Commerce and Industry, Government of India. Startupindia.gov.in. Retrieved 20 March 2018, from https://www.startupindia.gov.in/

2) Start Up India, Stand Up India: 19 exciting plans for start-ups. (2016). India Today. Retrieved 20 March 2018, from https://www.indiatoday.in/education-today/gk-current-affairs/story/start-up-india-stand-up-india-304315-2016-01-18

3) Kocado.com. Retrieved 21 March 2018, from https://www.kocado.com/

4) Kocado Labs Private Limited- Company, Directors & Contact Details | Registrationwala.com. Registrationwala.com. Retrieved 21 March 2018, from https://www.registrationwala.com/company/kocado-labs-private-limited/U72900KL2017PTC050342

5) How Lattice Innovations fills the gap in healthcare by design – E Ttech. (2017). ETtech.com. Retrieved 21 March 2018, from https://tech.economictimes.indiatimes.com/news/startups/how-lattice-innovations-fills-the-gap-in-healthcare-by-design/57441804

6) Counterfeitiq. Retrieved from http://www.counterfeitiq.com/Counterfeitiq_whitepaper.pdf

7) Indian Startups Current Scenario and Key Highlights of 2017 | GroVine. (2017). GroVine. Retrieved 21 March 2018, from http://www.grovine.com/indian-startups-current-scenario-and-key-highlights-of-2017/

8) Variyar, M. (2017). Many startups say yet to benefit from ‘Startup India’. The Economic Times. Retrieved 21 March 2018, from https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/many-startups-say-yet-to-benefit-from-startup-india/articleshow/61924868.cms

9) Zomato Success Story | Inspiring Story of Deepinder Goyal and Pankaj Chaddah | Startup Stories India. (2016). Retrieved from https://www.youtube.com/watch?v=WmFwILEhNpo

10) Kishore, S., & Kishore, S. (2017). OLA Cabs Success Story. Startup Stories | Startup Stories India | Inspiration Stories | 2018 Best Motivational Stories. Retrieved 22 March 2018, from https://www.startupstories.in/stories/inspirational-stories/ola-cabs-success-story

11) Rangwala, M. (2017). The best industries for the billion-dollar startups of tomorrow. YourStory.com. Retrieved 22 March 2018, from https://yourstory.com/2017/08/billion-dollar-startups-industries/

12) Startup India, Standup India: More than a Slogan - Big Startups. (2016). Big Startups. Retrieved 22 March 2018, from http://bigstartups.in/articles/article/startup-india-stand-up-india-more-than-a-slogan

13) 50+ Startup Schemes by Indian Government for Startups. Inc42 Media. Retrieved 22 March 2018, from https://inc42.com/startup-101/startup-scheme-indian-government-startups/




For Correspondence: [email protected]. Received on: XXXX 2018 Accepted after revision: XXXX 2018 Downloaded from: www.johronline.com

Introduction: Feeding India is a non-profit making organization that solves the problem of hunger, malnutrition and food wastage in our country. They collect extra food from individuals, weddings, restaurants, corporate offices and distribute it to the people who really in need and have no means or access to food.


FEEDING INDIA

Vivek Yadav




ISSN 2321 – 7456

Abstract: In present scenario 1.3 million Indian Children die due to hunger every year. India’s ranking in the International Food Policy Research Institute’s 2017 Global Hunger Index has invited much comment and criticism among India’s intellectual elite. India has slipped to 100 among 119 countries in the 2017 Global Hunger Index, down from 97 among the 118 countries in 2016. Globally, hunger kills more people than AIDS, malaria and tuberculosis combined. India has the highest number of undernourished people in the world. The excess food being directly send to the bin which could feed 10000+ people just that night. Lots of food plates were just wasted in a day. Feeding India is a youth run not-for-profit social organization which aims to solve the problem of hunger, malnutrition and food wastage in the country. We also address stunting in children under the age of 5, and the nutritional needs of adolescent girls, pregnant and lactating women. We channelize extra food from individuals, wedding, restaurants, hostels, college canteens and corporate offices to the people who really need it and have no means or access to food. By preventing food from being thrown into bins, garbage dumps near our residential areas and ever going landfills we are ensuring a cleaner India. With regular provision of meals, children can focus more on education and extracurricular activities which leads to a fall in the number of School Dropouts. Near 42% of all Indian children are undernourished. By balancing meals according to beneficiary type (proteins for kids, digestibles for old etc.), we ensure better nutrition intake for all. A major portion of what we do is redistributing good extra food to people in need. We strive to feed as many as we can sustainably, to move towards a Hunger Free India Keywords: Feeding India, Public health, Malnutrition, start-up.




They serve freshly cooked food or raw grains to the partnered shelter homes and legatees. Feeding India works in more than 57 cities of India with 8,500+ volunteers and has served 12 million meals to people in need. Feeding India has now built a strong network of over 750 hunger fighter in 20 cities of India. The volunteers do not hesitate in performing their duties, even at odd hours. Literature Review: A recent analysis estimated that 32 out of 134 countries with available data had disseminated that acute malnutrition of 10% or more, a burden commonly recognised as a “public health emergency requiring immediate intervention”. Globally, these estimates amount to about 33 million children suffering moderate severe malnutrition and a further 19 million suffering severe profound malnutrition. In emergency settings, the ubiquity of acute malnutrition may increase significantly with high levels of severe acute malnutrition and excess child mortality. General food distribution (GFD) is a common food intervention used in humanitarian exigency. GFD rations usually aim to meet the instant food needs of the whole population, but may provide insufficient nutritional content to prevent or treat acute in children or pregnant and lactating women. Fortified blended foods are often included in the GFD to improve the nutrient intake of unprotected subgroups within the general population, but these may still fail to meet their needs although recent advances have boosted their formulation. Sustained concerns about the acceptability of GFD rations for unguarded groups have led to a wide spread use of supplementary feeding programmes (SFP) by many humanitarian agencies. History: So it initiated by Ankit Kawatra getting worry because food for a thousand people was wasted at a wedding. He saw that in his friend’s castle the buffet had over 30 varieties of dishes and sweets. The hosts left no stone unturned to make sure the party was a big outcome. As a good colleague, he stays back after the party and helps them to clean up. And

he observed that lots of plates getting wasted. The caterer just dumped all the leftover food in a huge garbage bag and threw it away. At the beginning they thought of donating the food to the needy but didn’t know how and where. The sight of so much food being thrown away gave them the idea of starting a service that would pick up leftover food from events and donate it to the needy. At 22 he leave his high paid job and a growing career at an MNC to do something which he felt is more important – making India a hunger and food-waste free nation. Methodology and Objectives Reasons for starting the business: The sight of so much food being thrown directly to the bin gives the idea of starting a service that would pick up the leftover food from different places and provide it to the needy. It also focuses to solve the problem of hunger, malnutrition and food wastage in the country. India has the highest number of undernourished people in the world it globally kills more people than AIDS, malaria and tuberculosis combined. 1.3 million People are dying due to hunger. This includes addressing stunting and wasting in children under the age of 5, lacking of nutritional needs in adolescent girls, pregnant and lactating women, and other older persons. Less food waste makes both social and environmental benefits. Our initiative focus on ensuring minimal wastage wherever possible. Nearly about 42% of all Indian children are undernourished. By balancing meals according to legatee type (proteins for kids, digestible for old, etc.), we ensure better nutrition intake for all. Extra food often has variety. This means that we can choose portions and type of food to be served according to beneficiary health needs. For instance: more proteins for children below the age of 15.By there feeding programs they have a direct impact on the health of the beneficiaries helping in develop their capacities to work and earn, while leading a healthy life. Children, mainly orphans have a hard childhood when they face austerity,




poverty, inadequate shelter, no education during their young years. The problem becomes even more vault when the most basic necessity of food is compromised having a catastrophic condition on their health, education, and social learning. There are people everywhere who are specially abled, and these special abilities pose multiple challenges for them in their day to day life, also stopping them from getting employed. As they grow old, they suffer from different diseases and ailments, many of which are the result of dietary factors which get compounded by the naturally occurring changes in their body systems. Also due to lower or no source of income it become difficult for them to afford food rich in micro nutrients, are essential for them at this stage, which gives birth to loss of cognitive functions which worsen the vision. We save on resources that would have been spent in getting rid of the food waste: money, energy, time and transportation - fuel, gas, burning of which increases carbon footprint. According to survey, India’s rank in the International Food Policy Research Institute’s 2017 Global Hunger Index has summoned much comment and criticism among India’s conceptual elite. India fall down to 100 among 119 countries in the 2017 Global Hunger Index, down from 97 among the 118 countries in 2016.Luckily, the Government of India’s National Nutrition Strategy declared in September 2017 provides the much needed comprehensive outlook with a National Nutrition Mission combined with strengthening decentralized delivery. The challenge will be executed with a focus on results, credibly observed. Why hunger! The challenge Hunger & Malnutrition 1. Globally, hunger kills more people than AIDS, malaria and tuberculosis combined 2. In India, as many as 20 crore people go to sleep hungry every night 3. This equates to 194.6 million Indians suffering from hunger, the world's highest number of undernourished people.

4. Close to 1.3 million children in India die of hunger annually 5. More than 53% of women aged 15 - 49 have anaemia (form of malnutrition). Food Waste Globally, 40% of all food goes to waste. The cost of this wasted food is estimated at Rs. 58,000 crore per annul. Food waste has been scrapped in landfills, producing methane, eventually leading to ozone layer depletion and leads to acute climatic problems. The difficulties which are faced by Feeding India 1. Growth in population: The FAO notes that world population growth is slowing, but the U.N. still estimates an additional 2.3 billion people by 2050, nearly all of them in the progressing world. Sub-Saharan Africa’s population will grow by 114% in the span and that of East and Southeast Asia by 13%. Accelerating urbanization means that 70% of the world’s population will be living in cities by 2050. 2. Wastage of food. Most of the specialist says that enough food exists to feed 10 billion people today. Unhappily, it’s not only inadequately distributed but also, to a large extent, wasted. It is horrible that farmers put so much labour and water into growing crops, but then cannot able to sell them because they rot before getting to market,”. 3. Climate Change. Changes in the frequency and intensity of droughts and floods could pose challenges for farmers and ranchers…. altogether, climate change could make it more unfavourable to grow crops, raise animals and catch fish in the same ways and same places as we have done in the past. 4. What People Eat. The World Resources Institute predicts livestock utilization in the U.S. and Canada could actually drop 2% between 2006 and 2050 but increase 46% in China and 94% in India.




5. Risk of water. The water issue is more proximate than the climate change. The world will cost a vast water deficit nearly in future. 6. International dispute and Food Uncertainty. Food uncertainty is both a cause of civil dispute, and effect of it. In 2007 and 2008, food complaint and disturbance arise in 48 countries as outcome of record high prices. In 2011, FAO announced a new crest for the food price index, with later protests in North Africa and the Middle East (toppling two presidents). Future Impact on Society: This will impact on society with a cleaner surroundings and municipalities by redirecting the food to people instead of being directly dumping in the residential garbage dumps. The extra foods which are creating methane gas lying in burgeoning landfills have to be totally controlled. The attempt has been made to reduce the gap between the rich and the poor. By encouraging social protection for the needy, they have to promote income reliability and access to better nutrition, healthcare and education overall. The health of the beneficiaries helping in increase their capacities to work and earn, while leading a healthy life. With daily provision of meals, children are able to focus more on their education and extracurricular activities which leads to a drop down in the number of School Dropouts. A healthy being makes amature and good decision making mind. They serve people come from different situations of their life, irrespective of their religion, gender, caste or age group thereby reducing inequality and promoting consistency at the same time. 90% of all Feeding India Hunger warriors are from the age bracket of 18 - 23. Along with giving the youth a platform to raise their voice and act, through the Superhero program, we instruct young minds so they can provide more within and outside the organization. Communities stepping up to help other communities encourage love, selfless giving and a more peaceful society. Reports prove that people who care more are less probable to resort to domestic or public

violence. People who have balanced meals are healthier and are able to work better to increase their economic standards and become self - sustainable. A diligent population adds to the economic workforce, which is critical for a developing country - India. Our endeavours ensure that we work towards closing the gap between the rich and the poor. People who have balanced meals are healthier and are able to work better to increase their economic standards and become self –sufficient. India. Food directly thrown in roads and societies produces the deadly Methane gas on getting decomposed, which unfortunately affects the ozone layer of our environment. Conclusion: The team of Feeding India recognized that good nutrition is radical for children’s current and future Health, as well as their development and learning. Developing healthy dietary and lifestyle patterns from an early age will positively impact on people’s nutrition and health throughout their adult lives, and will also enhance the productivity of individuals and nations. In order to build a comprehensive and sustainable nutrition programme that will address all forms of malnutrition, the Feeding India team recommended that countries should: 1. Enhance and strengthen ongoing school based nutrition programmes, aiming at improving Nutritional status of school children and creating an appropriate learning environment through Nutrition education, school gardening and school meals, nutritional assessment, clean water and sanitation, as well a physical activity in education. 2. Apply an interdisciplinary and multi-stakeholder holistic approach to support effective school based nutrition programmes and policies at national and state levels. 3. Promote the active involvement of parents, communities and local government in the development and implementation of school nutrition programmes.




4. Promote for the integration of nutrition education into the school curriculum for all age groups. 5. Promote the consolidation of nutrition training into the course curriculum for better Understanding of the students and teachers about malnutrition. References 1. https://www.feedingindia.org 2. www.google.co.in/amp/s/www.thebetterindi

a.com/32903/feeding-india-leftover-food-distribution/amp/

3. http://knowledge.wharton.upenn.edu/article/feeding-the-developing-world-six-major-challenges/

4. www.feedingindia.org/our-work 5. https://www.actionagainsthunger.org/sites/de

fault/files/publications/literature_review.pdf 6. http://indianexpress.com/article/opinion/colu

mns/global-hunger-index-india-ranking-child-mortality-ifpri-national-health-mission-4919888/

7. https://www.feedingindia.org/the-challenge.

Zade R.N. et al., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 114-116




Introduction: Applications of mixed metal oxides (MMO) have an important role in organic transformations, due to their simplicity in handling, cost effectiveness and are reusable and recyclable. Ferrites containing mixed metal oxides (perovskite ABO3) are specially used for this. These are magnetically separable and so are easy to reuse. BiFeO3 (BFO) is both magnetic and a strong ferroelectric at room temperature. Synthesis of BFO has many alternatives with

respect to its application. BFO are prepared by sol gel method having fixed calcination temperatures. [1] The uniform multiferroic BFO nanoparticles have been prepared by a simple glycol-based sol–gel route at low temperature. Enhanced photocatalytic activities with H2O2 addition may prove novel in water treatment.[2] Barium can be doped with BFO using sol–gel process.[3] Nanoparticles assembled BFO microrods were successfully prepared via a polymer-directed solvothermal route. [4] Titania thin films on BFO substrates were deposited by pulsed laser deposition. These are used for photochemical reduction of aqueous silver cations from solution.[5] A facile aerosol-spraying approach was also developed to prepare mesoporous BFO hollow spheres with


SYNTHESIS, CHARACTERIZATION OF BFO AND IT’S CATALYT IC APPLICATION IN OXIDATION OF PRIMARY ALCOHOL

Ramesh N Zade 1, Kushal M.Mude2, Bhupesh M. Mude3

1Dept. of Chemistry, Siddharth College of Arts, Science & Commerce, Fort, Mumbai-400001 2Dept. of Physics, Bhavan’s College, Mumbai-400058

3Dept. of Physics, Ramnarain Ruia College, Mumbai-400019



ISSN 2321 – 7456

Abstract: Bismuth ferrite (BiFeO3/BFO) was prepared using wet chemical route. Precursors were bismuth nitrate and iron nitrate and citric acid as chelating agent. Solid mass was given thermal treatment .The prepared samples were characterized by XRD, SEM and BET method. BFO has several applications in physics and device applications. Applications of BFO as a highly efficient heterogeneous and recoverable catalyst for organic reactions were remain unattended. So applications of BFO for oxidation of primary alcohols are taken for study. Key words: Bismuth Ferrite, primary alcohol, oxidation




enhanced activity and durability in visible photocatalysis. [6] A BFO photocatalyst in the shape of uniform microspheres has been synthesized by solvothermal process assisted with chelating effect of citric acid. [7] Single-crystalline BFO nanoparticles have been synthesized through a simple chemical coprecipitation process using bismuth and iron nitrates. [8] BFO microcrystals with various morphologies (microspheres and micro/ submirocubes) were successfully synthesized by a controlled hydrothermal method. [9] These were also prepared by a sol-gel process.[10] These are also used in degradation of organic waste and hydrogen generation by water splitting, in place TiO2 as photocatalysts.[11] Microwave assisted hydrothermal method was used to synthesize crystalline BFO nanoparticles at temperature of 180°C with times ranging from 5 min to 1 h.[12] Multiferroic BFO nanoparticles were prepared by a sol–gel rapid calcination technique [13] In the present work BFO is prepared by using simple coprecipitation method using nitrate precursors and citric acid as chelating agent. It is found very robust and effective for organic reactions as catalyst. Experiment Catalyst preparation: All source chemicals (analytical grade) are purchased from Sigma Aldrich and used without further purification. In a typical run of synthesis, 0.040 mol/L bismuth nitrate (Bi(NO3)3·5H2O), iron nitrate (Fe(NO3)3·9H2O) with a molar ratio of 1:1 are added to form a solution using 10.0mL glycerol and 30.0mL ethanol. After 10 minutes of sonication, citric acid was added in the same molar ration drop wise to form a fluffy precipitate. This precipitate was subjected to digestion for 1 Hr at 800C. It is then filtered and dried at 1500C for 2 hrs. The brown coloured lump was well grind and calcined at 4500C for 2 hrs. Characterizations: The sample composition is determined by EDAX. The catalyst structure is investigated by X-ray diffraction (XRD, Cu Ka radiation). (Fig 2) The grain size is calculated

by using Scherrer equation based on the principal XRD peak. Surface morphology and particle size are observed through scanning electron microscopy SEM. (Fig 3) N2 adsorption–desorption isotherms are measured using Brunauer–Emmett–Teller (BET) method. Oxidation of primary alcohol such as benzyl alcohol has been carried out to benzaldehyde in good yield.

Fig 1. Structure of perovskite-type BiFeO3( Blue = Bi, Red =O, Brown = Fe). (For interpretation of the references to color in this figure legend, the reader is referred to the web version of the article.)

Fig. 2 XRD patterns of the samples obtained from different calcination processes: (a) directly maintained at 4500C for 2 hrs; (b) heated to 4500 C with a heating rate of 50C/min, and held for 2 hrs. (c) Standard reflection lines from JCPDS: 86-1518. (d) TEM image of the obtained nanoparticles




Fig 3: SEM image

Result and Discussion: From the characterization of BFO material using XRD and SEM, it is clear that nanoparticles of the crystal were obtained through this chemical route successfully. The obtained material has large surface area as well as oxidizing sites. It has carried out oxidation of primary alcohol satisfactorily. Conclusion: From above result it can be concluded that this chemical route for the nanoparticles synthesis using citric acid is proved very easy and economical. It also adds to its catalytic properties due to large surface area. References: 1. Anoopshi Johari, A. (2011). Synthesis and

Characterization of Bismuth Ferrite Nanoparticles, Akgec International Journal Of Technology, 2(2),

2. Scott, G.C.J.F. (2009). Physics and Applications of Bismuth Ferrite, Volume 21(24), 2463–2485

3. Ramezanalizadeh, H. & Manteghi, F. (2016). A novel MOF/BiFeO3 composite as a catalyst for efficient and selective oxidation of alcohols, RSC Adv., 6, 99096-99104.

4. Tamas, M., & Baiker, A. (2004), Oxidation of Alcohols with Molecular Oxygen on Solid Catalysts, Chem. Rev., 104 (6), 3037–3058.

5. Zhang, Y., Schultz, A.M., Salvador P.A., & Rohrer, G.S. (2011Spatially selective visible light photocatalytic activity of

TiO2/BiFeO3 heterostructures J. Mater. Chem., 21, 4168.

6. Huo Y., Miao, M., Zhang, Y., Zhu, J., & Li, H. (2011). Aerosol-spraying preparation of a mesoporous hollow spherical BiFeO3 visible photocatalyst with enhanced activity and durability. Chem. Commun., 47, 2089–2091.

7. Huo, Y., Jin, Y., Zhang, Y. (2010). Citric acid assisted solvothermal synthesis of BiFeO3 microspheres with high visible-light photocatalytic activity. Journal of Molecular Catalysis A: Chemical. 331,15–20

8. Liu, Z., Qi, A.Y., Lu, A.C. (2010). High efficient ultraviolet photocatalytic activity of BiFeO3 nanoparticles synthesized by a chemical co-precipitation process. J Mater Sci: Mater Electron. 21, 380–384.

9. Li, S., Lin, Y., Zhang, B., Wang, Y., & Nan, C. (2010). Controlled Fabrication of BiFeO3 Uniform Micro-crystals and Their Magnetic and Photocatalytic Behaviors J. Phys. Chem. C, 114, 2903–2908.

10. Tang, P., Chen, H., Cao, F., Pan, G., Xu, M., Wang, K., Tong, Y. (2012 ) Visible-light Driven BiFeO3 Nanosized Photocatalysts Prepared by a Sol-gel Process. Applied Mechanics and Materials. 110-116

11. Gao, T., Chen, Z., Huang, Q., Niu, F., Huang, X., Yuexiang, L. Q., Huang. (2015). A Review: Preparation Of Bismuth Ferritenano particles And Its Applications In Visible-Light Induced Photocatalyses. Rev. Adv. Mater. Sci. 40

12. Biasotto, G., Simões, A.Z., Foschini, C.R., Antônio, S. G., Zaghete, M.A., Varela, J.A. (2011). A novel synthesis of perovskite bismuth ferrite nanoparticles. Processing and Application of Ceramics. 5 (3),171–179

13. Wang, X., Lin, Y., Ding, X., Jiang, J. (2011). Enhanced visible-light-response photocatalytic activity of bismuth ferrite Nanoparticles. Journal of Alloys and Compounds, 509, 6585–6588

Pradhan K. S., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 117-121




IS POLICY BAZAAR A BOOM IN THE INSURANCE INDUSTRY?

Kirti S. Pradhan

Amity University Chhattisgarh



ISSN 2321 – 7456

Abstract: The insurance industry in India holds a major market share. With an annual premium income of 14.8 trillion dollar (approx) this industry contributes a major sum to the economy of the Nation. The Problem in the late 2007s started when there was a boom in the number of insurance companies across various domains. The customers then faced the issue of picking one option among the various available to insure their assets & valuables, also with a rise in many fraudulent companies that made their way into the system it became even more difficult for the customers to trust a certain brand without raising an eyebrow. In 2008, two entrepreneurs Yashish Dahiya & Alok Bansal started Policy Bazaar, an online portal that let the registered users compare insurance policies offered by different institutions in that domain. The thought that went behind was to make the insurance system more reliable and efficient yet keeping in mind the rates and returns that were offered. In 5 years time policy Bazaar has successfully raised 70 million dollar through funding. The website gained popularity among the corporates and attracted many loyal customers. My Findings Include: The factors that stand out in making the startup a success and its impact on the customers. Factors that make the website unique: The website offers tools that help one calculate the return, pension interest, list of insurance companies to choose from, term plans, investment options, cancellation support. Impact on customers: It offers a one touch solution that saves time, enhances investor’s knowledge, offers insurance options to choose from, tools to calculate best optimum plan for the customer, paved new avenues for investors. Keywords: Insurance, Economic Development, policy, comparison, Investors Avenue, Premium, Cost Benefit, Efficient, Competitive advantage.




Literature Review: Krishnamurthy S, Mony S V and et al (2005) in his paper “Insurance Industry in India: Structure, Performance and Future Challenges” stated about the status and growth of Indian insurance industry after liberalization and discuss the future challenges and opportunities faced by the insurance sector. Basavanthappa C and Rajanalkar L (2009) in his paper stated that the private insurance companies have performing well over the year. The market share of private life insurance companies were increasing over the year which create a lot of opportunity for them. There was a cut throat competition in this sector which would be beneficial to all. To get the competitive advantage over the competitor, companies bring out the innovative products and provide various facilities to the customer. Kumari Hymavathi T (2013), in their paper “Performance Evaluation of Indian Life Insurance Industry in Post Liberalization” stated that the life insurance industry has achieved a tremendous growth in the amount of premium collected after the opening of it for private sector. On the basis of financial performance analysis of insurance industry, it can be conclude that the performance of insurance business shows a favourable growth. Further, the study suggests that for sustainable growth of life insurance industry, it is necessary to provide innovative product and better facilities to policy holder. The study also reveals that liberalization has a significant impact on the growth of Indian life insurance business. Objective of the Study: The study is carried out to know the impact of Policy Bazaar in the insurance industry in India. Research Methodology: Secondary Data used. Introduction to Insurance: Life is uncertain. One cannot predict about it. So people try to secure them against any inconsiderate possibilities or events and devote major part of their time for these activities. Insurance is defined as a management technique of risk used for of hedging against the risk of a contingent, uncertain loss & unexpected events that occur in

the life. A protection against the physical and financial loss arising on the happening of unexpected conditions. It is the advantage of equitable transfer of the risk of loss from one to another, in exchange for payment called premium. The transition of Indian economy over the last few years leads to the initiation of major economic reforms in almost all sectors. The paradigm change in the structure of the organization has exposed all sectors to an immense competition. Insurance closely leads the charts. Insurance is a blossoming industry in India, with both national and foreign competitors competing to each other to achieve the competitive advantage. The insurance industry has witnessed remarkable growth. Insurance business in India can be classified into two parts i.e., General Insurance and Life Insurance. General insurance covers the exposure of risks to goods and property & life insurance covers the contingencies of physical & economic death. In such a transitional scenario and advancement of technology in terms of global reach there was of utmost importance that a website be introduced where one could compare all the said insurances available and plan investments. Taking advantage of the same Alok Bansal & Yash Dahiya founded Policy Bazaar in the year 2008. About Policy Bazaar:

Policy Bazaar is an online insurance aggregator based out of India. The organisation was founded in 2008 and headquartered at Gurgaon,




Haryana. They began operations in 2008 with a motive of providing an informative online financial services platform in India. The company has marked a staggering growth in 9 years of operating in terms of consumer traffic and number of people using the platform to buy insurance products to become the “Ideal site” for all insurance related queries amongst the Indian consumers. The growth in the number of insurances companies in 2008 favoured the success of this start up. About the Founders -Yashish Dahiya holds a Bachelor’s Degree in Engineering from IIT Delhi, a Post Graduate Diploma in Management from IIM Ahmadabad, and an MBA from INSEAD. He began his career as a Business Unit Head at Illinois Tool Works, he later moved on to Bain & Co. to work as a Management Consultant. Before starting his entrepreneurial journey with PolicyBazaar.com,

Yashish Dahiya worked with First Europe, a Global Online Insurance Broker, as their CEO. - Alok Bansal (Co-founder and CFO at Policybazaar.com). He leads the financial department of the company. Prior to Policy Bazaar, He served as the Director, Finance for First Europa. He has also held prestigious managerial positions with Mahindra & Mahindra, iGate Global Solutions, and General Electric. He holds an MBA from IIM Kolkata and a degree in Engineering from Lucknow University. The Funding: The Company has risen a total funding of $69.6Million in five rounds from nine investors. Policy bazaar has been backed up heavily by Premji Invest, the personal investment vehicle of Wipro chairman Azim Premji . Also, Policy Bazaar has recently raised 120 crore in equity funding from private equity firms.

Funding details. Month & Year Round Of

Funding Investors Amount

March 2013 1 -Intel Capital -Inventus Capital Partners

$4.6 million

April 2013 2 -Intel Capital -Inventus Capital Partners -Info Edge

$5 Million

May 2014 3 -Tiger Global Management $20 Million April 2015 4 -Premji Invest

-Ribit Capital -Abg Capital - Tiger Global Management -Sted View Capital

$40 Million

October 2017 5 -IDG Ventures India -PE Firm True North -Global Management, -Singapore Government-Run Temasek -Premji invest.

$77 Million

Business Model Followed by Policy Bazaar • Aggregator website which allows customers

research and compare the features of different insurance policies within a

category, hence allowing them to make an informed choice.

• They are tied up with insurance brokers which help them obtain information such as price, benefit, risks covered, premium etc




directly from the insurers to the customer for comparison.

• Do not charge the customers anything for us procuring information such as price, benefit, insurance cover etc.

• Revenue comes from marketing, advertisement, listing and promoting as fee from the insurance companies.

• Revenue is generated from generation of leads for the insurers, advertising and policy sales. 85% comes from e-commerce & policy sales.

Factors of Policy Bazaar That Impacted The Insurance Industry • Cost benefit with lower premium: Quick and convenient, the online route is the most cost effective means of purchasing an insurance. The online policies have a comparatively lower premium cost because buying directly from the company saves you from paying commissions to the middlemen. • Easy, Fast, and Convenient: Insurance is bought to be prepared for the uncertainties that might arrive with time; and also since we are running short of time, buying insurance online saves a lot of it. It allows you to compare, choose and pay for the best suitable plan. The process of online application for insurance is smooth as well as quick and a secure payment gateway in places makes the process simple and fast. • Automated Service and Assistance: The online platform is not limited to sale also buying insurance online facilitates with automated reminders regarding payments & renewal dates. It is also an efficient and prompt servicing platform which can be used by existing policyholders. • Offers various alternatives to choose from: Not only in terms of companies but also in terms of the policies that every company has to offer. Reading about an insurance policy enables you to access detailed information about the plan, its differentiating features, and the terms and conditions on the insurer’s website & comparison platforms. Since the introduction of

Policy Bazaar there has been a steady growth of approximately 10.65% in the past 9 years in the investment decisions of the customers, they now analyse and compare the various options available to them. • Online Assistance: The Company’s websites usually have live chat facility where customers can seek clarification in case of any dilema. There are numbers where you can call to take any offline assistance. You can also ask the representative you make the purchase for you telephonically by giving your details but this service has lately been discontinued. • Mis-Selling/Fraud Eliminated: Insurance has been tacky for many insurance buyers being sold wrong policies in the past mostly by middlemen just to earn a higher commission. When buying an insurance policy online, the customer deals directly with the insurance company and there are no third party is involved. The company helpline can guide you in picking the right policy, ruling out any mis-leading & selling woes. With online insurance purchase, you get exactly what you see online so that you get maximum protection without having to worry about claim denials arising from mis-selling. Findings from the Research • After the launch of policy bazaar there was

seen a steady growth in the number of new customers joining, this number went up when policy bazaar gained popularity in the mid 2009s.

• The companies associated with the insurance industry experienced a growth of 4% in 2 years (2009-2010) time in the number of new customers.

• In December 2014, Government approved the ordinance increasing FDI limit in Insurance sector from 26 per cent to 49 per cent. This led to a vast boom in the industry attracting in new investments, the same year policy bazaar gained a funding of $20 million and expanded towards providing more avenues for the investors.





• The services provided by them are very precise and well defined which attracts a minimum of 10000+ customers daily.

• Websites (Glass door, Crisil, Mouth Shut etc) have rated policy bazaar a minimum of 4.5 stars out of 5.

• The funding received by them at various stages has been used to maintain the strong data base of the customers.

• Customer segmentation is the main key to their success, “pitching the right product to the right customer” and optimum use of AI is what they follow.

• Voice analytics will be the new technological addition to detail the customers experience even furthers more.

Conclusion: Policy Bazaar has helped the

insurance industry boom and advance technologically, it has offered a platform for the customers to virtually interact with the companies and clear their queries on a transparent platform, in such cases both the company and the customer is satisfied which is what policy bazaar is catering towards. The growth in the number of smart investments has gained importance and Policy Bazaar offers the required calculating tools for the same. References

• https://www.whizsky.com/2017/10/case-study-policybazaar-founders-funding-business-model/

• http://euacademic.org/UploadArticle/1336.pdf

• https://economictimes.indiatimes.com/wealth/insure/advantages-of-online-insurance/articleshow/29098660.cms

• https://www.mouthshut.com/websites/Policybazaar-com-reviews-925111541

Shetty R. et al., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 122-125



Introduction: We are not really wired for the rapid pace we are living. This is an era of over booked schedules, maximum stimulation, fast food and sound bites.

We live in a competitive world where everything is relative. We are taught there are winners and there are losers in every competition, however every office goer or


SUPPORT IT….! – STAND AT EASE.

Prof. Rahul Shetty, Ms. Siddhi Salvi, Ms. Dayani Sangvekar, Mr.Yogendra Sanap

Lala Lajpatrai College of Commerce and Economics, Mahalaxmi, Mumbai



ISSN 2321 – 7456

Abstract: In 2017, the estimated total population in India amounted to approximately 1.32 billion people. Out of which 60% of population comes under working category. Back pain is one of the most common medical problems which is observed in most of the countries in the world. According to the National Institute of Arthritis and Musculoskeletal and Skin Diseases, with about 1 in 4 adults experiencing at least one day of pain in a three-month period. In addition, the job you do it may put you at risk: Some jobs may require you to pull more weights as compared to jobs which allow you to simply sit and work. – both of which can take a toll on your spine. Back pain is a major health concern for workers and is likely to affect 80 percent of adults in India during their lifetime. Backs play a focal role in supporting and protecting our bodily structure which impacts a person both mentally and physically. Back pain may aggravate with regular lifting of heavy items at work place and also in regular course of activities performed by an individual at home or at workplace It is also noticed in many cases that back pain problems can aggravate the conditions of the business significantly. As per study it is estimated that back related problems is severe. Aggravated back problems may lose concentration and may hinder the focus on the profession. Since it impacts various professions like teaching, nursing, construction factory side etc. Even routine office work can cause severe back pain. And hence our research paper attempts to study and evaluate these problems in Indian context and to what extent can they be effective in solving the back problem and its repercussions. Key words: T back shaped belt, Comfortable usage, Affordable price.





employee consider his deadline budgets. We are taught to compete with others, and be better than everyone else. Let’s face it. Work can be a pain. Full time office life which may endanger him with this aggravated back problem. In various priorities it may so happen that an employee may suffer hectic schedules which may costs him back problems. With kids, work and other community obligations, life can get hectic very quickly. One may find himself or herself running around from sun up to sun down trying to make sense of it all. Now a research has suspected for years, work can be deep pain, and back pain is one of the major issues. Back pain is common problem faced by almost every country. Besides lost productivity and years of life, chronic back pain’s major problem is how to treat it. Some remedies may include standard pain killers, heat or ice applications or even acupuncture. And one of the effective treatment has proved to be exercised on daily basis. But in busy schedules and day to day working life is it really possible to come up to these remedies? While back pain is major problem, one of the key contributions is our back belt. A ‘T’ back shaped support aid to the back. Our objective is to give support to the back and correct posture. It helps to keep your shoulders upright and have an erect posture. Research and Methodology, Objectives. Through our research, we aim- To study the scope, effects and problems related to back pain and its remedial options . To study the prospects and challenges of the T shaped back belt. Research Design Since the base of our research topic is a study of a prospective B plan, we decided to adopt means of primary research which includes personal interviews and secondary sources comprising of archival

research, institutional journals, expert views and data from syndicated sources. Case Analysis- We have studied and analyzed some solutions related to back problems. Our research has been based on 4Cs which are – Concept- Highlight the idea and principle of problem related to back pain. Characteristics- Talks about the features of comfort work life and stabilizing the back and correcting deformity. Context- Low price as compared to other products. Material used is of high quality, doesn’t give long term atrophy and shifted stress. Current progress- focuses on recent number of people facing such problems and finding solutions. Sources of data As our research is more reliant on secondary data as well as primary data and information, our sources also include: Newspaper editions Company websites Online portal Institutional journals Expert opinions Entrepreneurial books Personal interviews Scope of research In terms of exploration our research has been supported with examples from different countries in the world, not limiting to any local region. Negative Positive: Strengths: We provide all types of T belt, and skin colored belt. Our special belt is light in weight and easy to carry. It has feasible design. It is comfortable as well as economical. Weakness: Limited capital available for expansion. Cannot be modified beyond the point. Does not support the lower back. Opportunity: Untapped market There are unaware prospects bias. Constraints: Time constraints. Cost Internal factors External factors Analysis the estimated total population in India amounted to approximately 1.32 billion people. Out of which 60% of population comes under working category. Back pain can be measure issue and majority of the audience face it during their work period. The USP of the product is it does not cause muscle atrophy. The increasing technology the solutions for this problem is discussed as under T shaped belt Concept–T shaped belt is the belt used for supporting the




back and maintaining the correct posture to keep your shoulder upright and helps you to have an erect posture. It’s made with cotton material and acupressure point heads available. Context-Lumbago is thought to affect 80% of people at some point in their life the condition affects both young and old people. In many cases no cause can be found for the pain, but age, arthritis, spinal damage and particularly poor posture are usually to blame. Many chemists’ hospitals provide this type of belt. Characteristics- The T shaped belt is made with cotton material. It’s flexible comfortable and easy to wear. The belt to be worn inside the clothes. The T back shaped support belt helps to maintain the correct posture to avoid any pain. Acupressure beads are available in the belt which would help an individual to sit in relief so that he can focus on the work. It’s flexible easily approachable, and is used by all age group which makes this belt distinct from others. Findings: Correcting deformity. Due to congenital issues or after back surgery, braces can correct a deformity or facilitate healing. Limiting movement. After an initial low-back injury, limiting your spinal movement is helpful because it allows your injury to heal on its own by relieving excessive demand on the muscles. Stabilizing the back. Some users report that supporting their spine and abdomen relieves pain and improves posture. Light weight. They are of light weight and easy to use. Easing pain. Some belts have massaging and heating elements that relieve back stress. By wearing our T-shaped back belt it will give an effective pain relief. Market Operation The researcher will operates under the following marketing operations that specifies the pay structures comprising of 20000, 12000, 10000p.m for marketing and admin, stitching, packaging respectively. JOB NO.OF EMPLOYEES TYPES PAY STRUCTURE(Rs) MARKETING & ADMIN 2 EDUCATED 20,000 pm STITCHING 5 SEMI-SKILLED 12,000 pm PACKAGING 2 UNSKILLED 10,000 pm Once you experienced wearing our T-

shaped back belt one will know all the benefits it provides to reduce back pain . By using this belt it not only gives right posture but also helps in transitional movements and make in changes in sitting and standing habits. Alleviate back pain Be used as non-invasive treatments as an alternative to surgery Disadvantages of Back Belt: When support belts aren’t properly fitted or maintained, one can risk a creating more problems than it started previously. Some issues that can be faced by other back belts may include improper fitting of belt, where there is only one size for all, also it can cause skin irritation and may also result in digestive issues. Higher blood pressure: The compression of your muscles can also increase your blood pressure and resting heart rate. Doesn’t support lower back. Cannot be modified beyond a point. Conclusion- On research infers that the teacher’s students and office going staff are ignoring their health. It is very important and necessary to sit in a correct posture to avoid back problems. Now a day’s people have started doing yoga, going to fitness center and taking care of their health. But out of the above options the novel concepts of a ‘T’ back shaped belt have a greater potential that may serve the next best option for the present genre. Although, the present research paper focuses on the back problems and posture sitting; the researcher has connected the concept with various research based approaches to analyze the further feasibility and scope to convert the same into a prospering marketing opportunity. Suggestion And Recommendation: From the above discussions and findings, here are some suggestions we would like to put forward keeping in mind the context of a progressive India towards ‘say no back pain’ One of the most crucial physical needs many people tend to overlook is assuming the right posture. According to the research, most of the audience spent most of their time in offices and workplace and due to that they may face back




muscle strain and shoulder aches. Poor body posture may lead to health complications and also depression. A majority of the people suffering from back pain and shoulder fatigue don’t know the cause of their problem, but there is a high probability that poor posture has contributed massively to it. Not only people with poor posture face back problems but also the audience like athletes can face it during the daily work outs. However, despite the back pain, we can’t all get rest at home every time our shoulders feel fatigued and back pain hits, giving us trouble. Even if one feels that by taking rest may give relief to back or can overcome the pain faster than they have been assuming things on the wrong grounds. If the muscles that support your back and keep it aligned with the spine don’t get the proper amount of straightening and activity, they’ll become less active, and this can cause the back trouble to increase. But now the audience need not have to worry as there are T-shaped support belts that are build for correct posture and alleviate the back pain.

But because of high competitive market, sometimes it become difficult for the audience to choose the right back belt for the healthier back. This prompted us to come up with this guide to help you choose the best back braces that suit your back. References: Mark J. Dollinger (2005), Entrepreneurship, The entrepreneurial strategies and the business plan. Robert T. Kiyosaki (28-October-2012) Art of Living, http://motsach.info. https://www.huffingtonpost.com/stacia-pierce/balancing-your-hectic-life_b_4115635.html https://www.mayoclinic.org/healthy-lifestyle/adult-health/in-depth/back-pain/art-20044526 https://www.google.co.in/search?q=state+of+problem+of+back+belt&rlz=1C1GIGM_enIN643IN643&oq=state+of+problem+of+back+belt&aqs=chrome..69i57.12070j0j4&sourceid=chrome&ie=UTF-8 https://tradingeconomics.com/india/employed-persons http://researchcore.org/todays-best-back-braces-reviews/

Kazi L. et al., J. Harmoniz. Res. Appl. Sci. 2018, 6(1), 126-134




Introduction: One of the main powers of modern society development is in the hands of

innovative people, whose vision of problem solving is often materialized in new methods, products and services. Being proactive with problems and open-minded to diversity of solutions leads to endless perspectives for creativity. To be innovative and unique at market opens many business opportunities. This


INTRODUCING WEB GEOGRAPHIC INFORMATION SYSTEM IN AG RICULTURE – ANALYSIS OF TWO START-UP SOLUTIONS IN SERBIA

Ljubica Kazi 1, Dragica Radosav2, Madhusudan Bhatt3, Amar Kansara4

1,2 University of Novi Sad, School of technical sciences "Mihajlo Pupin", Djure Djakovica bb, Zrenjanin - 23000, Serbia

3 University of Mumbai, R.D. National College, Off Linking Road, Bandra (W), Mumbai - 400050, India, 4 Parth Systems, Zaveri Road 3-1293, Navsari - 396445, Gujarat, India,

Review Article


ISSN 2321 – 7456

Abstract: Start-up could be considered as a solution that is innovative and leads to opening new business opportunities, as well as a type of company that is new and growing, starting to promote new products and services, based on innovations. Aim of this paper is to present innovative solutions and activities in the field of establishing web based geographic information system in the agriculture. Special part is dedicated to the analysis of related research in this field. Particular aim is to analyze the start-up solutions of web-based geographical information systems that are applied in Serbian agriculture sector. Two leading software solutions (First solution is www.agrosense.rs developed by Biosense Institute; Second solution is www.knjigapolja.rs developed by company Yuteam Software) are analyzed from the functionality aspect. These solutions are analyzed from the aspect of market establishing methods, existing results and opportunities, i.e. methods and results in establishing the solution to be used by as-many-as-possible software users. This case study shows many functional similarities in the developed software solutions. Companies performed the solutions marketing via specially designed web pages and presenting solution at conferences and publications. Particularly important part of marketing is linking with other related business companies, scientific and government-based institutions. Existing results show high potential of using such software solutions in agriculture regions, such as Vojvodina (north part of Serbia). Keywords: Agriculture, web, geographic information system, start-up, case study, market, Serbia




approach could be found as the main characteristics of a start–up. Start-up could be defined as an endeavor of creating innovative solution (“the act or an instance of setting in operation or motion” - Merriam-Webster), the innovative solution itself or a new enterprise which is offering innovative solutions to market (“a fledgling business enterprise” - Merriam-Webster). The business domain of agriculture becomes more attractive in recent years, since the increasing human population and the need for food supply to the growing needs. Therefore, food production is one of the most important areas of human activities, which leads to promising business perspectives. Large spaces are used for crops, fruit and vegetable planting and agronomical processing in periods of time. The data about the plants position, conditions and activities performed are needed to be collected, stored and visualized, for the operative and strategic planning purpose. This leads to the using geographical information system (GIS), which could be defined as “a computer system for capturing, storing, checking, and displaying data related to positions on Earth’s surface. GIS can show many different kinds of data on one map, such as streets, buildings, and vegetation. This enables people to more easily see, analyze, and understand patterns and relationships.” (National geographic). In the field of applying GIS in agriculture, research results are directed towards addressing diversity of problems, such as: plant diseases detection and care (Nelson et al, 1999), water quality and supply of fields in agriculture (He et al, 1993), groundwater management based on remote sensing and GIS (Jha et al, 2007), soil quality management (White et al, 1997) and pollution issues (Udoyara&Jolly, 1993). This paper describes experiences from Vojvodina, the north part of Serbia (which is considered as an agriculture part of the country). Many start-up ideas are encouraged from the

Ministry and regional municipality initiatives, supported by financial grants and organizational forms, such as business incubators (one example is Business incubator BIZ in Zrenjanin). Some start-up ideas are related to information technology (IT) applications in many business areas, such as agriculture. This paper aim is to analyze two start-up solutions that were developed in Serbia – related to application of GIS in agriculture. Software start-up solutions will be analyzed as well as marketing activities related to promotion of the developed product and production process itself. This way, this paper will describe two examples of successful start-ups, which established good position at Serbian market, which could be encouraging for other start-ups in similar business fields. Two Start-Up Solutions in Serbia: In this section two start-up solutions in applying GIS in agriculture are compared. These two solutions that will be analyzed were developed by Biosense Institute and Yuteam Software Company. Biosense Institute (http://biosens.rs) is a scientific institute (more than 35 full-time scientific and professional employees) expanded from the scientific center within School of technical Sciences University of Novi Sad, located in Novi Sad, Vojvodina region, Serbia. Organizational chart of this institute has been presented at fig 1. Development of the integrated software and hardware solution is performed with on-going processes by research groups: Nano and Microelectronics group, Communication and signal processing group, remote sensing and GIS group, Knowledge technologies group, Robotics and mechatronics Group, Group for Biosystems research. This institute develops the science-based web-oriented GIS software solution (accessible at www.agrosense.rs) integrated with robotics, remote sensing devices etc. within scientific international projects in category FP7, Horizon2020 and others, such as project “ANTARES”. The results are presented within scientific publications (books, journal articles,




conference proceedings). The product website is named in English, but it has multi-lingual

support for users.

Fig. 1. Biosense institute organizational chart (source: www.biosens.rs)

Yuteam Software (http://yuteam.co.rs/) is a small software company (9 full-time employees, i.e. software developers) located in the city of Zrenjanin, Vojvodina region, which closely cooperates in development and applying scientific-based technical solutions (mainly related to the improvements of general software development methodology and tools) with (most frequently) University of Novi Sad, School of Technical sciences “Mihajlo Pupin”, Zrenjanin. This company independently developed the commercial-oriented solution of web-GIS agriculture support software (accesible at www.knjigapolja.rs). This solution was developed upon requests and specifications from their agriculture-oriented clients (that previously

used their accounting software) and based on the analysis of similar solutions worldwide. The product website is named in Serbian language (KNJIGA POLJA means the BOOK OF FIELDS), which primarily focused the product towards Serbian market users. In recent period, under the same web domain, the company enhanced the Serbian version of web application with English version for the international users.

The comparative analysis of these two solutions will be performed from the functional aspect and from the marketing activities aspect, based on available public data. Short Description of Solutions: Biosense Institute develops not only Web-based GIS software solution to be applied in agriculture, but the integrated solution including electronic




devices for remote sensing and control and robots, creating first Digital Farm in Serbia. The BIOSENSE vision of future is demonstrated at Fig 2. With technologies (such as Big Data,

Internet of Things, Remote sensing, Satellite Imaging, Nano and Micro-electronics, Robotics) integrated within the agriculture processes.

Fig.2. Biosense vision of future of agriculture, with integrated technologies (source: www.biosens.rs)

Software solution (www.agrosense.rs) is a solution oriented towards remote sensing and automated image processing, in aim to enable decision support to agriculture production process. Some of the most important features

include: Map, Parcel (location), Meteorology (Weather related data), Costs, Technologies, Activities, Satellite, Soil analysis, Photos (attached to parcel-location), Parameters, Sensors.




Fig. 3. Screen shots from www.agrosense.rs taken at GIS DAY 2017, Serbia Yuteam Software solution (www.knjigapolja.rs) is developed as a software solution that is oriented towards support to production process in agriculture with automated calculations within accounting module (costs, income) and document administration (production plan, calculations, reports, daily reports) support. The

solution is developed to aid agriculture production with decision-support related to appropriate activities, machines, plant types and materials to be used for soil and plants processing (at some location) during the production process. The software consults predefined calendar of activities and reminds of future needed activities related to the location.

Fig. 4. Presentation of diversity of software functions of YUTEAM SOFTWARE solution, run at

desktop, laptop, tablet and mobile (source: www.knjigapolja.rs)

Kazi L.


Web application Knjiga POLJA is designed as a tool for planning and monitoring everyday activities in agricultural production. The system is completely graphically oriented. All parcels and production boards are monitored on a digital

Fig. 5. Screen shots from www.knjigapolja.rs taken from PDF promotional brochureThe main segments of the application include data on Soil treatment, Fertilization, Sowing (seed dispersing), Plant care, Harvesting, Meteorology conditions, Activities, Incomes, Costs. The KnjigaPOLJA represents assistance in the planning of plant productenables simple analysis of production activities and monitoring of the achieved results and costs. It enables the calculation of the cost of the finished product. Main features include: precise planning and analysis of production activitiesoptimized organization of work, an overview of all production activities, consumed materials, working hours of people and machines, remarks and observations, land analysis, comparative analysis of data from previous years and thus more efficient sowing plan, graphic and tabular

Kazi L. et al., J. Harmoniz. Res. Appl. Sci. 2018, 6(1), 126


www.johronline.com

Web application Knjiga POLJA is designed as a tool for planning and monitoring everyday activities in agricultural production. The system is completely graphically oriented. All parcels and production boards are monitored on a digital

map that forms the bascreen, thus visually providing assistance in planning, recording and analyzing production activities.

Fig. 5. Screen shots from www.knjigapolja.rs taken from PDF promotional brochureThe main segments of the application include data on Soil treatment, Fertilization, Sowing (seed dispersing), Plant care, Harvesting, Meteorology conditions, Activities, Incomes, Costs. The KnjigaPOLJA represents assistance in the planning of plant production, because it enables simple analysis of production activities and monitoring of the achieved results and costs. It enables the calculation of the cost of the finished product. Main features include: precise planning and analysis of production activities, optimized organization of work, an overview of all production activities, consumed materials, working hours of people and machines, remarks and observations, land analysis, comparative analysis of data from previous years and thus

lan, graphic and tabular

yield overview over the years, graphical environment – digital map, assistance in the introduction of ISO and GLobalGAP standards, necessary records for organic production, database needed for advisory activities, availability of data on all devices that have an internet connection. (source: www.knjigapolja.rs)Comparation of Marketing Activities and Market Results: The Table 1. gives a short presentation of some marketing activities that are used for the promotion of the product, iweb-based geographic information system. Some of the data presented in the table are not available (N/A) in the time of writing this paper and requires more research effort to be informed about the data for noted section.

126-134

To Reality (from Ideas to Markets) 131 | P a g e

map that forms the basis of the main application screen, thus visually providing assistance in planning, recording and analyzing production

Fig. 5. Screen shots from www.knjigapolja.rs taken from PDF promotional brochure yield overview over the years, graphical

digital map, assistance in the introduction of ISO and GLobalGAP standards, necessary records for organic production, database needed for advisory activities,

ata on all devices that have an internet connection. (source: www.knjigapolja.rs) Comparation of Marketing Activities and

The Table 1. gives a short presentation of some marketing activities that are used for the promotion of the product, i.e.

based geographic information system. Some of the data presented in the table are not available (N/A) in the time of writing this paper and requires more research effort to be informed about the data for noted section.




Table 1. Marketing activities of the two analyzed solutions

Marketing method / tool

Institution/ Company

Biosense Institute Yuteam Software Company

Company Website – link to product website

not easily found for institute website visitors

accessible from the first page of company website

PRODUCT WEBSITE www.agrosense.rs www.knjigapolja.rs Linked at Other Related Websites

N/A www.poljosfera.rs

Social Networks (Facebook, Twitter) Profile

Facebook profile biosense institute Twitter @BioSenseRS

Facebook profile Knjiga Polja

Conferences, Workshops

Many scientific and professional conferences and workshops with business, IT and agriculture professionals, with presentation of developed solutions such as: • “GIS DAY conference” • “Science for business fair” • Workshop on agriculture advisors in

Vojvodina region

Few professional conferences with business, IT and agriculture professionals such as: • Regional forum on e-agriculture

for Central and Eastern Europe • Workshop on agriculture advisors

in Vojvodina region • Forum on business cooperation of

Serbia and BIH

Publications • Books • Journal articles • Conference proceedings

N/A

Local news website Many local news companies such as: novosti.rs, rtv, politika, panonrtv, vojvodina world, 02, N1, dnevnik...

Few, such as: Ilovezrenjanin.com

The market results, i.e. clients’ satisfaction with the new product could be presented with the list of users of the new solution. The promotion of results of the application of new product (i.e. web-based GIS in agriculture) with clients list is insufficient in both examples: • BIOSENSE institute does not have the

reference list, i.e. the list of users of their solutions at their company website or product website. Information about the testing the solution with large number of users was promoted with the news (Tweets) section at institute website and at conferences.

• YUTEAM SOFTWARE company has explicitly presented reference list (list of clients) within the company website

(http://yuteam.co.rs/referentna-lista/), but it is only the list of clients that are categorized roughly according to their business area, without the details on which software is installed at these clients. There is no list of users of the new product, i.e. KNJIGA POLJA. Product website (www.knjigapolja.rs) offers description of cooperation with two clients that use the software and that were included in the process of the software development. The news section presents new contract with the third user (public institution Agriculture professional service - “Poljoprivredna stručna služba Novi Sad”), which will use this software as a regular tool in everyday work in advisory and educational activities,




as well as production aid activities of the service at the whole region of Vojvodina.

Conclusion: This paper presented two start-up solutions in the field of applying geographic information system in agriculture in Serbia. The two start-up solutions presented in this paper were analyzed from functional aspects and from the aspect of marketing activities related to promotion of the products. First of the presented solutions is created as science-based solution from scientific institute developed as integration of many research results within internationally recognized projects. The first presented solution is strongly related to Internet of Things, remote sensing, satellite communication and graphical analysis of the visual representation of soil and plants. The second solution is developed by a small software company, based on the commercial needs of agriculture companies, which lead to focusing the solution towards automated financial calculations and documentation and advisory support during the production process. From the functional point of view, both solutions have similar core functions, such as graphical representation of soil parts and locations with attached alphanumerical data, agriculture processing workflow support (records on activities at land segments), statistics and calculations. From the marketing point of view, both solutions apply on-line marketing with website, social networks and both solutions provide information in local and regional news websites. First solution expressed very intensive live demonstrations at conferences, workshops and present results during development of the solution in many scientific publications, while second solution has modest appearance in news and public presentations. Both solutions do not provide the list of users of their new solutions at their company website, only second solution gives few references and testimonials at the product website. Based on previously presented examples, it is evident that developing start-up solution faces

with many challenges – technology “follow-up”, continuous development process and product features improvement, competition, quality of product, quality of service related to product, marketing promotion etc. Development and continuous improvements of start-up solutions should be based on real-world problems solving innovations, which emerge from the close cooperation of business companies with research institutions. Particularly important segment of establishing start-up solutions is linking with the public institutions and business companies that are closely related to the business domain of the start-up solution. The results presented in this paper could be encouragement for further improvements particularly in the marketing segment for the analyzed two start-ups. The results presented in this paper could be an encouragement for new initiatives and new products and services development at Serbian market and worldwide. References • All public appearances in news articles from

Biosense Institute (2018, March 12), Retrieved from: http://biosens.rs/?page_id=7903&lang=sr

• Business incubator BIZ Zrenjanin, Serbia (2018, March 12). Retrieved from: http://www.biz-zr.rs/

• Commercial text on GIS web solution Knjiga Polja from Yuteam Software Company in local news website I love zrenjanin (2018, March 12), Retrieved from: https://ilovezrenjanin.com/poljoprivreda/elektronska-knjiga-polja/

• GIS Day Serbia held on 15th November 2017 at University of Novi Sad Rectorate (2018, March 12),Retrieved from: http://www.nsgis.rs/program

• He C, Riggs F, Kang Y-T (1993): Integration of Geographic Information Systems and a Computer Model to Evaluate Impacts of Agricultural Runoff on Water Quality, Journal Water Resources Bulletin, American Water Resources Association




• Jha M K, Chowdhury A, Chowdary V.M, Peiffer S (2007): Ground wasted management and development by integrated remote sensing and geographic information systems: prospects and constraints, Journal Water Resources Management, Vol 21, p. 427-467.

• Merriam-Webster’s definition of start-up (2018, March 12), Retrieved from: https://www.merriam-webster.com/dictionary/start-up.

• National Geographic’s definition of geographic information system (2018, March 12), Retrieved from: https://www.nationalgeographic.org/encyclopedia/geographic-information-system-gis/

• Nelson M.R., Orum T.V, Jaime-Garcia R, Nadeem A (1999): Application of Geographic Information Systems and Geostatistics in Plant Disease Epidemiology

and Management, Journal Plant Disease, Vol 83, No 4, The American Phytopathological Society

• Promotional text about ANTARES project from BIOSENSE institute (2018, March 12), Retrieved from: http://www.novosti.rs/vesti/srbija.73.html:654303-Senzori-dizu-prinose

• Udoyara T.S., Jolly R (1993): Evaluating Agricultural Nonpoint-Source Pollution Using Integrated Geographic Information systems and Hydrologic/Water Quality Model, Journal of Environmental Quality, Vol 23, No 1, p. 25-35.

• White J.G, Welch R. M, Norvell W.A (1997): Soil Zinc Map of the USA using Geostatistics and Geographic Information Systems, Journal Soil Sci. Soc. Am. J. Vol 61, p. 185-194.

Shah K.B., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 135-139




Introduction: In India, more and more women are entering the world of business which was once reserved as a male bastion. The trend is visible in the business sectors too, where not only have they climbed up the corporate ladder but have struck out on their own as

entrepreneurs. Most of these women entrepreneurs have gained the requisite experience in a corporate environment and feel the need to establish their own small or medium enterprise. Women are said to be efficient, confident and a multi-tasker par excellence. They have perfected the balancing act between family commitments and work challenges. The share of female entrepreneurs in India is showing a healthy growth of 71 per cent per year. This comes as a welcome relief after the World Economic Forum ranked India at the 131st position in the list of economic


STUDY OF MOMPRENEURIAL START-UPS

Mrs. Krupa Brijesh Shah

Assistant Professor. B.Com (Accounting & Finance) R.D. & S.H. National College & S.W. Science College



ISSN 2321 – 7456

Abstract: India is a land of women entrepreneurs. A new genre of women entrepreneurs i. e. Mompreneur is evolving. Mompreneurs are those who first turn mothers and then marry maternity with entrepreneurship. Mothers see the the world through different lens and that is reflected in their business ideas and working models. Mompreneurs have created their businesses that fulfill daily household needs, make business as well house work easily operative, bring out accessible education models for children and other new generations techniques to simplify life. The research study has 20 mompreneurs of Mumbai who started afresh bringing new business ventures into existence after a break. The objectives of the research is to find out the motives of mompreneurs to start their ventures, problems faced in managing it, ability to deal with the maternity pause and fresh ideologies that a startup brings in business. Keywords: Mompreneur, entrepreneurship




participation and opportunity of women among 135 countries. Mompreneur: Mothers in India have emerged as a force to reckon with in every possible field and are forging ahead with confidence. Some of these women are mothers who wish to be their own boss, and manage their lives on their own terms. This makes a way for Mompreneurs. ‘Mompreneur’, as described by Wikipedia is a female business owner who is actively balancing the role of mom and entrepreneur. The other definition goes a multi –tasking women who can balance both the demands of running the business as an entrepreneur and a time consuming job of motherhood at the same time. There is now a rising group of women who have started their second innings and have jumped right back into promising careers that are governed by their likes, their hobbies and their time. Some may regard the birth of a child to herald prosperity and success. Others may consider the onset of motherhood as the beginning of a sabbatical in one’s life. In India, there is a huge rise in Mompreneur, which simplifies that there are a large number of talented and creative women who have been discovering uncharted niches, creating jobs and utilizing the potential of a new economy. Since India is the most populated country in the world, there are not enough jobs for every single person. In such an economic condition, being self-employed is a commendable aspect. There are some famous Momprenuers whose business have flourished and excelled in their domain. They are Mani Pavitra of Pampered Moms, Suchi Mukherjee of Lime Road, Garima Satija of Vine and Dine , Shalini Vij of Hangout and many more. The some of business areas in which Momprenur have started their ventures are: 1. Handmade Products Seller: Many successful mompreneurs have built great businesses off the backs of their crafting skills and consistent ability to produce beautiful,

handmade products and selling it on E-commerce platforms 2. Interior Designer/Fashion Designer /Wholesaler :Having an eye for furniture, decorating, and organization, moving with trends and adapting to the changing trends, can make one an designer. Working on owns time schedule and delivery according to the customer satisfaction and taste works as rules for such business. 3. Photography: With high demand for wedding photographers, event photographers, candid, specialized and portrait photographers, there’s a lot of opportunity for mompreneurs to tap into this market. They can choose their own events and clients to take on—making work-life balance a little easier to achieve. 4. Personal Trainer & Dietician: Another health- and wellness-related business idea for aspiring mompreneurs is personal training and recommending diet and nutrition. With people becoming more health conscious introducing the health concepts of Yoga, Zumba and other forms, one can start a venture with combination of nutrition and training . 5. Image Consultant: Being an Image Consultant is transforming personality of people with some acquired skills. Making a personalized change in their approach, behavior, image and other aspects. Acquiring a course and skills one can make a great career in it. 6. Social Media Manager: Becoming a social media manager is the perfect work-from-home solution for mompreneurs. Social media managers can help small- or medium-sized business master the art of social media when busy small business owners don’t have the time to do so themselves. This is a great fit for mompreneurs who have worked in digital marketing in the past or have their own bustling social media accounts. Business owners looking to tap into the power of social media will gladly pay for the expertise. 7. Chef: This could be the perfect opportunity for mompreneurs who have the time and skills and a hand in winning peoples heart




by taste. Mompreneurs who are busy in the morning and night could easily operate as a personal chef during the day—preparing meals for a families, parties, personalize orders in form of special servings. 8. Baby Products Manufacturer /consultant: As a mother herself, she has first-hand experience with baby products. Tap into this experience to brainstorm things that she can improvise the baby products in the market. Any improvement or radical new product combining it with natural elements can be add to the baby products market which is be the perfect path to entrepreneurship. 9. Teaching: Women have a flare of teaching it may be their own child or other children. Women can master a skill or vocation and enhance it with a centre to train children in that field. Specialised skill training programs, workshops focusing on the child needs can also be a part of teaching. 10. Consultancy: Mompreneurs are those who leave their high paid jobs and enter into maternity phase. They choose to serve family but their expertise and knowledge can be utilized and transformed into consultancy services in the area of taxation, accounting, banking, medical sciences, healthcare, physiotherapy and many more. 11. Personal care and Beauty expert: Eye to the personal care and beauty side, women always has a hand in taking care and guiding others or modifying and grooming people. This becomes a very beautiful venture prospect making in seasonal, customized on the basis of customer and also making it purely suited to the needs to the mompreneuers experience and timing. Objective of Research: Main Objective: The main objective of the research is to study the motives of mompreneurs to start their ventures Sub Objective: The sub objectives of the research are to find out the problems faced in managing it, ability to deal with the maternity

pause and fresh ideologies that a startup brings in business. Methodology/Approach: Research Methodology is a way to systematically solve the research problem. It includes the various methods and techniques for conducting research Research Design: Descriptive Research Design is used as researcher wants to gain a better understanding of investor, the design used will help in the exploring the investor. Data Sources: Both primary and secondary data sources shall be used. Primary data shall be collected from questionnaire while, secondary data shall be collected from various sources like books, magazines, journals, internet, etc. Sampling Unit: The study aims to evaluate the momprenuers motive behind starting the business. The sampling unit consists of respondents who are mompreneurs and started afresh bringing new business ventures into existence after a break. Sample Size: For the purpose of the study, total of 20 respondents have been studied. The women are in age group of 25 to 40 years. Sampling Method: For collecting the responses from the customers Convenience Sampling Method, which is a classification of Non – Probability Sampling Methods shall be used. Instrument: For the purpose of the study Non-Disguised Structured Questionnaire shall be used. Observation: Mothers see the world through different lens and that is reflected in their business ideas and working models. The general observations of Mothers who started afresh bringing new business ventures into existence after a maternity break.i.e marrying motherhood with entrepreneurship Passion for their own ideas: Women after maternity break and when their children learn basic independent task aim to use their creativity, experience and full fill their dreams by starting some new venture. Family support: The foundation of Mom-entrepreneurship is null and void if Mothers don’t have a strong and supportive family




system. The family members who not only support the idea but also help in raring of the child and helping the women in the family to master her skills and fulfill her dreams. Challenges for self-fulfillment: Once Mothers feel they have people in the family who can support their rearing up of the child and also the mother can have balance between both motherhood and venture, starts journey of entrepreneurship. She looks for tasks which makes her happy and makes her identification unique in the society. Women as risk-takers: Women are increasingly taking on huge projects and have started taking risks in order to bring about change. They are open to the introduction of new innovations in business and also provide effective leadership. The time is ripe for more moms to take on entrepreneurship and provide employment to the workforce. Special entrepreneurship programmes and policies for women will further help pave the way forward for women. Financial Independence: Momprenuers are women who have chosen motherhood by leaving their well affluent jobs. These women have always been financial independent and now look for combining financial goal and hobbies and that results into a venture. Own master, Own rules: Mompreneurs are masters of their own business and they operate on their own flexi timing fulfilling the major baby care and household responsibilities ,keeping clients happy and family too happy. Better work-life integration: Momprenurs offices are near their kid’s routine or in the household premises. This keeps them maintain perfect work life integration. They can easily integrate the work and family life responsibilities. Boost self-esteem: Most women have had to give up or cut back on their career plans when they become a mother. For a lot of moms, who derived a sense of self-esteem and confidence from their career, it can be devastating to have to

give that up. Motherhood and venture both can be handled flawlessly. Women Friendly business: Mothers opt for Businesses which are women friendly and can be operated only for a short span of time on daily basis. They prefer to use Social media or word of mouth as a tool for advertising about their business. Capital Investment: Mompreneurs aim to make initial low investment, once they find the success in the business, they would plunge more capital and make more investment or would employ more asset creation. Training: Mompreneuers are ready to undertake training of the certain courses in the free time i.e. during nap of their children, maid hours or when other support system of the family is involved with the kids. The readiness to take training and implement a new venture makes momprenurs ready to face market competition. Employment: Mompreneurs work flexi hours also also take other women or mothers who can work flexi hours. They not only help employment generation but let other women maintain a work life balance. Suggestions: The Suggestions to Mompreneurs: Creating Balance in the Midst of Busyness: Mompreneurs have two babies to take care. So they need to create a balance between both focusing on the needs of each one in their own each way. Pay heed to personal Needs: Entreprenur had two full time jobs therefore she should take care of herself in terms of physical and mental needs. Relax, enjoy and have fun in what one intends to do. Learn the art of Delegation: Until the woman doesn’t learn the art of delegation for his business as well as for his household chores, she will not be able to manage between two. Flexibility: Have a flexible approach towards household routines as well as business work. Rather than moving in a same pattern, find easy




accessible approaches to work and solve the work. Make Business work and Home work divide: Timings for business work should only be allocated to business and same goes for household work to. Juggling up both will create a failure and negative connect in business as well as family affairs. Accept things though they don’t operate your way: Mompreneurs cannot find the things happening their own way in both their arenas. Therefore, they should have an art of accepting things easily though they don’t operate in their said behavior. Conclusion: Thus, for mompreneurs it is said that Maternity is a creative phase where they look for a new beginning, thinking afresh, willing to take on the next phase in life with little inhibition, and most

importantly, making conscious amendments to their lifestyle. This is very akin to the leap one needs to take into entrepreneurship. They have to nurture two babies at same point of time aiming that both create “VALUE”. References: 1. Adrija Bose, Mar 8, 2014, Kids club to toy testing: The rise of India's mompreneurs, www.first post.com 2. Ishani Duttagupta, Mar 08, 2015, 8 successful mompreneurs who chose to start up a business while bringing up children, www.economictimes.com 3 Yashodhara, October 20, 2017, Women entrepreneurship: The journey of a mompreneur in India, https://www.shethepeople.tv 4. priyanka-golikeri, July, 3, 2017, A baby for the company.www.dnaindia.com

Madlani M & Kanojia M., J. Harmoniz. Res. Appl. Sci. 2018, 6(2), 140-144




E-TECHNOLOGY AS AN AID FOR START UPS

Dr. Minu Madlani and Mukesh Kanojia

K P B Hinduja College of commerce

Case Study Article


ISSN 2321 – 7456

Abstract: The modern business world is the era of E-technology. E-technology plays significant role in developing entrepreneurship in the current world. Shaping up of ideas into commercial business becomes smooth and easy due to utilization of e technology. The use of technology has been on the rise since the start of early 2000. The integration of technology with business coined the term of e-commerce which has received impetus due to the availability of gadgets. In India the young population is techno friendly. The start up companies uses the e technology to promote their business by way advertisement, buying and selling of goods, feedback from the stakeholders, they are inclined for different apps as well as tailor made software for the set up. In the world of global business e technology has gained importance and contributed immensely towards progress of the world in respect of research and development, communication, correspondence, marketing activities, advertising. The major contribution is in media world. In everyone’s walks of life E Technology has captured in terms of agriculture sector, service sector, manufacturing industry, IT industry etc. E technology generates employment opportunities as inculcating professional and dynamic skill among youth which lead to entrepreneurship development. The nations growth and development depends upon e technology. For, instance the developed countries like Japan, Germany, United States of America etc. The outcome of start up companies due to utilisation e technology are Microsoft, Apple, Facebook, Instagram, Amazon is the biggest online selling company is the outcome of e technology. The Chinese company MI Redmi phone, Television, gadgets, health band promoted their products through online which resulted good market share in mobile and electronic industry and now the production of MI products are manufactured in India as made in India. E technology plays significant role by helping commercial organisation to start up their business in the world of globalisation in respect of raising capital, conducting research, market evaluation, enhancing market, channel of distribution etc. To conclude that the human life is not restricted only to Food, Clothing, Shelter, Entertainment, Education but also e technology. Key words – e-technology, entrepreneurship





Introduction: E Technology is the outcome of the innovative thinking of human being. E technology is the support systems which help all the stakeholders to run the activities in smooth manner. The modern era of globalization is dependent on technology whether it is customer, producer, government etc. The E Technology is the integral part of production, distribution and consumption. The E technology contributes to the economic development and economic growth of the nation. It regulates the inflation, maintained price stability; equate demand and supply of the products. The innovation is not only concerned with invention of capital goods but consumer goods which help the Start ups to run their business in smooth manner. The large companies have research and development department which helps in creating the new model of the product, new range of the product, pricing strategy, packing and packaging to meet the growing demand of the consumer in the market. E Technology help the Start ups companies to convert their innovative ideas into reality Start ups Frame the plans and policies by making a project report, raising fund, marketing, communication and correspondence with the help of the E technology. The E Technology is the blessing in this world of globalization. The world has shrunk due to utilization of E Technology and inspired the entrepreneurship by crushing their innovative ideas and shaping up in start ups. Startups are a creation of an innovative mind and so is e technology which helps one conclude that innovation is a non-ending and continuous process due to the positive evolution of our human minds with a thought focused on betterment of lives. There

will be a growth in the number of startups being established as well new advents in the field of technology thereby empowering entrepreneurs to make themselves self sufficient and also inspire the upcoming youth to put to test their analytical minds to create more ideas and let the world know about them through e-technology leading to n overall prosperity in the lives of people. Hypothesis: - H0- there is a negative link between E-technology and growth of startups. H1- There is a positive link between E-technology and growth of startups Objective: - To study the impact of E-Technology on startups. Research Methodology: This is a descriptive research paper based on secondary data. Data have been found out through different websites. Statement of the Problem: After doing review of literature and studied about various information about the topic, the researcher has come to conclusion that the Start ups in rural areas are neither aware of technologies and if known are only few techniques. So researcher has come to statement of problem to find out the awareness between people of rural areas and make them aware of all e-commerce technologies as a part of practical use of research which would help them in starting new venture. Literature Review: - The question of how technology can help a new startup to establish a name for itself in the market can be explained by throwing light on the three most relevant technological advancements. Automation being the first, which is the creation of technology and its application in order to control and monitor the production and delivery of various goods and services has been possible which in turn has led to reduction in manual actions, saving time and money while improving both lead-time and customer satisfaction. Second being, Startups using a mobile application to handle all consumer transactions is not uncommon nowadays. The interface allows users to find what they want and complete the payment




process all via their mobile phone. This entirely mobile experience has proved effective for other companies like Uber and Lyft, too. Startups don’t have to transition to an entirely mobile business, but they should try and adapt to this trend as quickly as possible. The bare minimum should be a mobile-optimized website. And last but not the least augmented reality or virtual reality which was made familiar to us with Pokémon Go. It was 2016’s top mobile game and arguably the biggest cultural phenomenon over the last year. Its unique game play featuring augmented reality was likely the main contributor to its swift rise in popularity. Startups need to look at how they can use AR and VR to their advantage. Maybe you can set yourself apart from other, more established companies by using VR. Level of interactivity can help elicit action while also improving user experience with your brand. Apart from these three current aspects a wider spectrum on this subject can be covered in detail. Few tech tools needed for startups to be successful 1. Internal Communication: The modern tools for internal communication are: Facebook at Work, Slack and Yammer 2. Email: Few years email solutions of plug play global have abolished local email providers. The value add beyond emails provided by each is incredible and eliminates the need to have any other service. Some of the famous ones under this category being Google apps and office 365 3. Project Management & Collaboration: Keeping each team member in sync with project goals with crystal clear tasks and timelines is the difference between growth and saturation. Collaboration tools have helped incredibly and are helpful to organizations of all sizes. Asana has Exceptional UI, solid for large teams. Trello can be used by medium teams.Wunderlist is Good for small teams, fastest among the three. 4. Wireframe: Once there’s a website or app idea, the founder(s) would draw out how each page would look, starting with the homepage till

signup/checkout/goal. Services for the same are provided by Balsamiq or Mockflow 5. Hosting: Where do you host your website and app? There’s only one recommendation. Amazon Web Services, Used by majority of startups, globally. 6. Monitoring: Imagine a potential customer is convinced to try your service and while trying to open the app, the customer shares its down. It might not be known as to when it happened could be a minute ago, an hour or worse. The tools below will notify at the exact second a website or app goes down. One of the most popular ones are Pingdom which has excellent UI. 7. Analytics: Analytics shows target vs achieved and deeper analytics show heat maps on apps, potential exit reasons and so on. The tools mentioned below are excellent for analytics of a website and a mobile app. Google Analytics, for web and Flurry, for mobile. 8. Customer Support & Ticketing: Startups would provide maximum channels for customers to communicate with them and it’s very important to have only one tool for managing all channels, helping with accountability and analytics. 9. Customer Chat: Customers can chat through various channels like websites, inapp, Facebook, Twitter, Instagram DM/comment, Facebook Messenger, Whats App and so on. Make a note that there isn’t one tool for ‘all’ channels, multiple tools are compulsory as of now. The best tools for managing incoming channels are Chatlio, Olark, Smooch. 10. Social Media Management: Startups today have active business pages on every new social platform yet managing all networks from within one tool saves 90% time for posting and monitoring in comparison to the past. Buffer has a great UI, doesn’t integrate into Instagram. Hootsuite is excellent for managing multiple accounts and channels, good for replying.




11. Finance: All businesses need accounting period which is possible by Freshbooks and Quickbooks 12. Transaction & Marketing Emails: Most objectives for a startup are achievable through emails. For emails, transactional emails are business emails like confirmation of an order, receipt for purchase et al. Marketing emails are the emails sent for offers, discounts, announcements etc. Both types of email work differently and a separate admin for each will help. Proper email management is possible by Mailchimp & Mandrill, Sendgrid. 13. Cloud Drive: A third party drive will help for an additional backup and if either Gmail or Outlook isn’t used for email. Such services are provided by Dropbox, Google Drive, One Drive 14. Customer Relationship Management: Managing potential customers effectively which is possible by Insightly which has an excellent UI, good for socially active customers and has good integrations. Sugar which is best for large organizations. Some positive aspects related to the introduction of e-technology in business 1. E-Technology made communication easy: Businessmen can communicate easily with the stake holders like employees, customers, vendors. .People can communicate via software like Skype directly face to face, Video Chat. Important business conferences of the clients, business partners become easier with the help of e-technology. Lately Skype has made itself available to advertisers thus enabling businessmen to create awareness throughout the world. 2. Improving Business Strategies: E-Technology plays a vital role in promoting business activities of startups on the web, on media and various other sources that technology created. Many companies open their branches all over the globe and operate with the help of technology. Startups are able to find employees with high skills and capabilities through technology 3. Assist people with disabilities: People with physical disabilities can enjoy working like

ordinary people only because of e-technology. People with disabilities who have or are struggling to establish their startups can now use e-technology to bring in a positive impact on their venture. Their level of communication is improved with the help of technology itself. 4. Expanding the area of promotion: E-Technology adds various new techniques of promoting new startup businesses whether it is a small level business or business of high level. These businesses generate large profits from these technological methods of promoting their business. The most important and popular factor affecting the businesses are social media presence of any business. Technology is adding up new things in social media sites day by day. Eventually, this is helping businesses to progress to a large extent and reach the masses. All the excluded are thereby included thereby enabling business to grow 5. E-Technology amplifies business: There are drastic changes that are made in traditional businesses as well as new startups due to the use of technology. High technology tools are much speedy compared to old devices and this leads to raising their revenue of the business. A sudden positive introduction of a new technology makes the businesses more active and fast. 6. Reduction in the cost: The entrepreneur makes good profit as the cost of their business reduces due to use of technology in order to drop the cost of their business. The e technology brings efficiency and increases the profit margin due low cost. 7. Accuracy: E-Technology ensures the minimum errors in business transactions. The chances of errors and frauds are minimized due use of e technology. Conclusion- Regardless of how much technology has evolved over the years the most important principle that an entrepreneur should follow and rely on is not more of a technology but the hard work that needs to be invested to achieve growth and success. Tehnology may ease many of the complicated processes thus enabling businesses to achieve more efficiency




and profits but an ethical stand to transfer some of the benefits to the customers for an improved overall customer satisfaction is very important. Business consists of people means if there are no people there is no business and thereby no more need for any technology. Hence it is the duty of

the startups to use the technology in a beneficial way for the society in general. References: https://www.entrepreneur.com https://www.socialnomics.net

Bhasin K & Kukreja N., J. Harmoniz. Res. Appl. Sci. 2018, 6(3), 145-151




Introduction: Tesla Motors is an automobile manufacturing company headed by Elon Musk

who is trying to change the perception of electric vehicles and competing with the traditional petrol cars. Since the inception of the company in 2003, Tesla Motors has carved a niche in the automobile industry with the manufacture of energy efficient cars. Tesla currently has three models in production; they range from luxury to affordable type. They are:


THE INITIATION OF ELECTRIC CARS IN INDIA – START UP INDIA

Karan Bhasin, Nikisha Kukreja

R.D. National College, Bandra (West) S.Y - B.M.S



ISSN 2321 – 7456

Abstract: As India talks about electrification of cars by India, till 2030, carmakers are the ones that are going to make all the difference in getting there. Indian government in return has also planned on assisting the movement of electrification of transport vehicles due to several environmental problems in the country. The biggest name in the Electrical vehicle industry thus far is Tesla, Inc. Elon Musk, CEO and Founder of Tesla Inc, has himself shown interest in launching Tesla cars in India, although the vehicles sold by them are going to appeal to the higher class, majority of India consists of middle class society. This opens up huge markets for start-ups with mid-range value cars. This brief original paper reports on India’s current acceptance towards Electric Vehicles (EV) and whether electric cars have the potential to dramatically change the automotive industry in India. It also highlights the strategy used by Tesla Inc. and other EV manufacturers which is useful data for a start-up in EV industry in India. The methods used for this Argumentative Research Paper’s Data collection are of two types, Primary and Secondary Methods. Primary Data is collected for the first time via questionnaire data collection using Simple Random Sampling Method. The secondary data is the data which has already been collected by different sources and mediums – Internet, Magazines, and Newspapers. Keywords – Electric cars, Electric Vehicles, Tesla Inc.




MODELS PRICE in Rs

(Approx) Range (in kms) Type

MODEL 3 35 Lakhs 355 Affordable Sedan

MODEL X 55 Lakhs 475 Crossover SUV

MODEL S 61 Lakhs 540 Luxury Sedan

Due to the affordability and all electric features, Model 3 is set to be the first Tesla brand car released to mass market in India by 2019. Elon Musk has initiated talks with the government to enter India through the single-brand retail route, which comes with several riders including mandatory sourcing of up to 30% of the value of goods sold in the country. Even though it is the lowest costing car from the electric vehicle giant Tesla, it is still a lot more than the budget of a middle-class family. Although electric cars have many pros over petrol cars, it also has its cons. For example, charging time taken for the car to get back on road and once it is on the road, its limitation by its short range. Economies of countries like China and India offer mass production opportunities using low cost labour force and also benefitting subsidies from government. India has a population of over 1 billion people, a growth rate of over 8% and expanding middle class. This is the exact target audience for an electric vehicle Start-Up company. The objective of this research is to find out if India is the right customer for electric cars and how will the country welcome the emission-less future that it is in need of. Objectives: � To find out if fully electric cars are capable

enough to convince traditional petrol car owners to switch.

� To predict the response from difference class and society of Indians to the launch of Electric Vehicles by Start-ups for marketing purposes.

Hypothesis: � H1:Petrol car owners will willingly switch

to electric cars made by a Start-Up company as soon as the cars are launched

� H2:Petrol car owners will not show interest regarding electric cars made by a Start-Up company at first but more and more people will get involved in the movement as they learn about the advantages of the same

� H3:Petrol car owners continue to use traditional cars and do not consider switching to all electric cars made by a Start-Up company

Literature Review: Marketing Strategy of the most successful electric car in India (Mahindra E20): Mahindra bought Reva Company from Chetan Maini in 2010, Mahindra then tried to put capital into the electric car company. One of the first activities that Mahindra did was to rebrand the Reva cars to e2o. The first e20 was launched in 2013 replacing the two door Reva car. The auto world was looking for some kind of revolution in the electric car segment when Mahindra took over the Reva Company. But alas the status quo remains even today. In 2016, the company retired the two door e2o and launched the four-door hatch branded as e2o plus. The change reflected the lukewarm response to the two-door car. E2o plus is a standard electric hatchback which looks more like a normal car where the earlier Reva and e2o looked more like a toy car. The company feels that the changes will fuel more consumer interest and adoption. But odds are stacked against the electric car as of now in India. Despite the higher fuel cost and increased emissions, the government has not




looked at making the electric vehicle market - its priority. The infrastructure for EV like charging stations are not existing in India. However, the silver lining is the stated objective of the Indian government to have 100% EV nation by 2030. Moreover, the government also plans to fund 60% of R&D expenses in this field to reduce the cost of technology. So in one way, the path looks bright but the current market and marketing condition for e2o plus looks bleak. The price is the villain. The brand is priced between 6.3 lakh to 10 lakh and there is a huge replacement cost of around Rs 3 lakh for the battery in 5 years. Although the cost of running the car is dirt cheap, the cost of ownership together with the battery replacement cost makes the car unviable purchase for a normal buyer. e2o Plus is positioned as a city car. The brand is banking on the low running cost, non-polluting nature as the USPs. Analysis: In this paper, we will analyse the launch of all electric cars or launch of Tesla cars in other countries which show similar characteristics as India. This data provides useful ideas and techniques for marketing electric cars for Start-Up companies. Electric Cars in Norway: Currently, Norway is the leader in producing electric vehicles and supplying it in the market. Norway wants to stop producing and ban all use of petrol and diesel car by 2025. Around a third of cars sold in 2016 in Norway are electric. In Bergen, a city in Norway, electric cars have an almost 50pc market share of the year’s sales. The reason for Norway's leadership in producing electric cars is the encouragement provided by the government by the giving those benefits and perks, as means for solving the environmental problems. Buyers do not pay import tax and VAT on plug-in cars and end up saving a lot of money. The running cost is lesser than petrol and diesel since electricity is cheaper. The road tax has been brought down and will be dropped down to zero next years. People that own an electric vehicle in Norway do not have to pay for the

road tolls, ferry fees, and city emissions charges than other Norwegians have to. Furthermore, they can park for free and bypass traffic by driving in some bus lanes. Despite taking all the efforts in successfully engaging the Norwegians towards electric cars, there is no guarantee that the government will continue providing these beneficial schemes for electric cars. The government made headlines when the made propositions to end tax exemption for the heaviest electric cars, which was then labelled as “Tesla tax” because this proposal would only initially affect the two Tesla models’ car owners. Nonetheless, this provides proof that if the government takes up the initiative and gets the citizen in the country interested in the movement of shifting towards a sustainable future, the customer response will be tremendous and overall make the human life better. The Indian government has also shown enthusiasm towards turning the transportation to electric and emission-free. They have introduced various electric buses for public transit and allowed subsidies to electric car buyers. This increases the appeal of electric cars for buyers in the market and can be beneficial for Indian Start-Ups in the electric car industries. Adaptation to Electric cars in the world as per 2017: The UK and France are making room for EV movement. The UK Government has declared a ban on sale of all new diesel and petrol cars by 2040 in order to encourage people to switch to electric and hybrid vehicles. The Committee on Climate Change, an advisory body, also declared that electric cars should make up at least 60pc of new vans and cars sold in the UK. France will also join the movement and put a ban on the sale of all petrol and diesel vehicles by 2040. Sale of Tesla in China rose to $1.07 billion in the year 2016 from $319 million in 2015. Second-biggest market was Europe in the third quarter for EVs with 24 percent of sales. Electrified transport market continues to grow and flourish as charging network becomes more approachable and manufacturers launch more

Bhasin K & Kukreja N


models with long driving ranges. In 2017, a large number of established carmakers from Jaguar, Land Rover to Volvo Cars announced plans to bring electric versions of their vehicles to market in the next few years. Many governments have also embarked the journey for cleaner transport, few driven by the emissionscheating scandal that engulfed Volkswagen AG. The target for Netherlands that all new cars sold will be emissions-free is by the year 2030. China, the world’s largest pondering its own ban and California is considering following the suit. The world is accepting the change caused by the current capability of EVs and it also results as higher opportunity for Start-Ups in this industry.The adaptation in a few major countries are as

follows:

Percentage of new car sales that are electric, first half 2017

Source: EV-volumes.comCountries from this graph (Ex: China) show a similar trait in characteristics such as culture and market response to India. These analytics are useful to predict the initial response of the audience in India by Start-up companies and

Bhasin K & Kukreja N., J. Harmoniz. Res. Appl. Sci. 2018, 6(3


www.johronline.com

models with long driving ranges. In 2017, a large number of established carmakers from Jaguar, Land Rover to Volvo Cars announced plans to bring electric versions of their vehicles to market in the next few years. Many

nments have also embarked the journey for cleaner transport, few driven by the emissions-cheating scandal that engulfed Volkswagen AG. The target for Netherlands that all new cars sold

free is by the year 2030. China, the world’s largest auto market is pondering its own ban and California is considering following the suit. The world is accepting the change caused by the current capability of EVs and it also results as higher

Ups in this industry. ew major countries are as

Percentage of new car sales that are electric, first

volumes.com

Countries from this graph (Ex: China) show a similar trait in characteristics such as culture and market response to India. These analytics are useful to predict the initial response of the

up companies and

also to plan out stratin the best way possible.Present and Future of Electric Vehicles in India: The only electric vehicles being produced in India is by Tata and machined electric. Mahindra is said to be working on a longer range and a more powerffor now, the cars offered in the market are limited to a range of 140km and with a top speed of 80km/h. Increasing the battery size to 350V capacity will help improve the range to about 350km and the top speed to 200km/h. This would fulfil the needs of the interand also help tackle the problem of range anxiety for the owners of electric vehicles. Mahindra has also recently stated that the electric vehicles produced by them have covered a total distance of 50 milliIndian roads. The government is also actively taking measure to motivate customers on buying electric cars by initiating Phase-1 of the FAME scheme (Faster Adoption and Manufacturing of Hybrid & Electric Vehicles), a programme of perks thaare offered to Electric car buyers to encourage sales and help adoption. Under this scheme, a total of 150,550 hybrid and electric vehicles received benefits till the time of July 26, 2017. A recent study also showed that if India shifts from running diesel and petrol cars to electric cars, it would save about 64 percent of the energy demand for road transport and 37 percent carbon emissions by 2030. Moreover, the country can approximately save up to 60 billion dollars in petrol and diesel costs by 203There is a policy drafted by India’s policymaking organization, NITI AAYOG, that has proposed that electric cars in India could have green number plates. The policy states to provide several benefits to the electric car owners such as free parking for being waived off across the country. Along with that, the policy also suggests providing privilege of 10percent parking space reserved for electric vehicles at office complexes, residential spaces and shopping mall in the near future. Th

3), 145-151


also to plan out strategies for marketing its cars in the best way possible. Present and Future of Electric Vehicles in

The only electric vehicles being produced in India is by Tata and machined electric. Mahindra is said to be working on a longer range and a more powerful electric vehicle. As if for now, the cars offered in the market are limited to a range of 140km and with a top speed of 80km/h. Increasing the battery size to 350V capacity will help improve the range to about 350km and the top speed to 200km/h. This

uld fulfil the needs of the inter-city travellers and also help tackle the problem of range anxiety for the owners of electric vehicles. Mahindra has also recently stated that the electric vehicles produced by them have covered a total distance of 50 million kilometres on

The government is also actively taking measure to motivate customers on buying electric cars by

1 of the FAME scheme (Faster Adoption and Manufacturing of Hybrid & Electric Vehicles), a programme of perks that are offered to Electric car buyers to encourage sales and help adoption. Under this scheme, a total of 150,550 hybrid and electric vehicles received benefits till the time of July 26, 2017. A recent study also showed that if India shifts

diesel and petrol cars to electric cars, it would save about 64 percent of the energy demand for road transport and 37 percent carbon emissions by 2030. Moreover, the country can approximately save up to 60 billion dollars in petrol and diesel costs by 2030. There is a policy drafted by India’s policy-making organization, NITI AAYOG, that has proposed that electric cars in India could have green number plates. The policy states to provide several benefits to the electric car owners such as free parking for three years, tolls being waived off across the country. Along with that, the policy also suggests providing privilege of 10percent parking space reserved for electric vehicles at office complexes, residential spaces and shopping mall in the near future. This gives



Start-Up companies even more benefits and better acceptance in the country. It also shows that Indian audience has an open mind about electric vehicles Questionnaire: This questionnaire is the secondary method of data collected for the first time by 60+ individuals. The method used was random sampling for the same. These questions are based on 3 categories. They are Demographics, Views on EVs, Preference of EV-

Demographic



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Up companies even more benefits and better acceptance in the country. It also shows that Indian audience has an open mind about

This questionnaire is the secondary method of data collected for the first

by 60+ individuals. The method used was random sampling for the same. These questions are based on 3 categories. They are – Demographics, Views on EVs, Preference of

Demographic

Views on EVs

Preference of EV

3), 145-151


Views on EVs

Preference of EV



Methodology: The methods used for Data collection are Primary and Secondary Methods. Primary Data are those which are collected for the first time. The secondary data are those which have already been collected by different source and have already been passed through the statistical process. Primary Source– A structured questionnaire is prepared and data is collected from respondents.



www.johronline.com

methods used for Data collection are Primary and Secondary Methods. Primary Data are those which are collected for the first time. The secondary data are those which have already been collected by different source and have already been passed through the

A structured questionnaire is prepared and data is collected from respondents.

The sampling technique used in this research is Simple Random Sampling Method. The questionnaire contains 12 questions based on demographics, knowledge about electric cars, preferences of EV and it was made on Google Forms. Secondary Source data already available, which has already been collected and analysed by another source. It includes the published data availabl� Books, Magazines, Newspapers� Internet Conclusion: The future of transport is emissionfree and the shift towards electric car is inevitable. The following are the factors that will affect the timeline of Electric car sales in India � The masses in India will not buy an electric

car just because it is environment friendly. The Indian car buyers at large would still give preference toothier pocket over the need to use sustainable energy for a better future. Thus, an electric car Startwould have to offer better price range than a petrol car in long run. This should include making the public realize the cost of ownership in long term being far less than a petrol car due to the price difference in electricity and petrol.

� Like every new automonew market, much of a Startsales number would depend on how quickly and how extensively they are able to establish a service network in the country. Building an infrastructure or charging stations for the convenience should the top most priorities of the company.

� Unlike in most other markets, Startcompany of Electric car is unlikely to have any serious competition in India as almost nothing is forecast for the near future. BMW, Mercedes and Audi may be fighting hard for space in electric car segments elsewhere but the base itself is missing in India. It is very important factor for StartUps to consider.

3), 145-151


The sampling technique used in this research is Simple Random Sampling Method. The questionnaire contains 12 questions based on

knowledge about electric cars, preferences of EV and it was made on Google

Secondary Source – Secondary Data means the data already available, which has already been collected and analysed by another source. It includes the published data available in -

Books, Magazines, Newspapers

The future of transport is emission-free and the shift towards electric car is inevitable. The following are the factors that will affect the timeline of Electric car sales in India –

India will not buy an electric car just because it is environment friendly. The Indian car buyers at large would still give preference toothier pocket over the need to use sustainable energy for a better future. Thus, an electric car Start-Up company

d have to offer better price range than a petrol car in long run. This should include making the public realize the cost of ownership in long term being far less than a petrol car due to the price difference in electricity and petrol. Like every new automotive company in a new market, much of a Start-Up company’s sales number would depend on how quickly and how extensively they are able to establish a service network in the country. Building an infrastructure or charging stations for the convenience should be one of the top most priorities of the company. Unlike in most other markets, Start-Up company of Electric car is unlikely to have any serious competition in India as almost nothing is forecast for the near future. BMW, Mercedes and Audi may be fighting hard for space in electric car segments elsewhere but the base itself is missing in India. It is very important factor for Start-Ups to consider.




� According to the questionnaire following is what the audience is looking forward to – A car which costs around 4-6 Lakhs and charges up in 1-3 hours. It can go up to speeds of 100kmph and can be in production in the next 2 years. They also expect the problem of lack of infrastructure for charging to be thought of and education of EVs in general can be helpful as well.

References: https://www.theguardian.com/environment/2017/dec/25/norway-leads-way-electric-cars-green-taxation-shift https://cleantechnica.com/2017/08/19/top-electric-car-countries-charts/ https://www.indiatimes.com/news/india/india-is-finally-moving-towards-an-electric-car-future-329811.html

https://auto.ndtv.com/news/electric-vehicles-in-india-could-get-a-number-of-benefits-niti-aayog-1796615 https://www.forbes.com/sites/outofasia/2017/11/01/why-tesla-needs-china-more-than-china-needs-tesla/#784ec26275e5 https://www.bloomberg.com/news/articles/2018-02-17/china-warns-u-s-it-may-retaliate-if-metal-tariffs-are-imposed https://timesofindia.indiatimes.com/auto/cars/tesla-coming-to-india-10-factors-to-consider-before-and-after-debut/articleshow/57058069.cms http://marketingpractice.blogspot.in/2017/06/mahindra-e2o-plus-be-city-smart.html

Moorthy S., J. Harmoniz. Res. Appl. Sci. 2018, 6(3), 152-156




Introduction: Tourism refers to the activity undertaken wherein people travel and move from one place to another mainly for pleasure. Tourism is the activities of people travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business. Startup is the action or process of setting something in motion. Start ups refer to any newly established business .On April 17, 2015, the Ministry of Commerce and Industry released a notification to define

‘startups’. According to the government notification, an entity will be identified as a startup-. � Till up to five years from the date of

incorporation. � If its turnover does not exceed 25 crores in

the last five financial years. � It is working towards innovation,

development, deployment, and commercialisation of new products, processes, or services driven by technology or intellectual property.

Objective of the paper: To examine the profile of the startup enterprise in tourism Research methodology: The paper being descriptive in nature focuses on data obtained through personal communication with Advisor to the Founder, Mr .E. Ramanathan. All


THE PROFILE OF A START UP ENTERPRISE IN TOURISM

Dr Saraswathi Moorthy

Associate Professor and Head of Accountancy Department. R.J.College of Arts, Science and Commerce, Ghatkopar west Mumbai



ISSN 2321 – 7456

Abstract: Tourism refers to the activity undertaken wherein people travel and move from one place to another mainly for pleasure. Start ups refer to any newly established business. The article attempts to examine the profile of a start up enterprise in Tamilnadu. The information obtained has helped to bring out the social relevance of the business, the challenges to be faced by tourism enterprises , future plans and impact of such tourism ventures . Key terms- startup, innovation, Tours and Travel,




information obtained is presented in keeping with the objective of the paper and inferences drawn there from. Profile of the company- Name of the company : Yatra Tourism (Yatra Travels) Name of the founder : Dhinakar B Chief Executive Officer - Ashok Kathirvel Status of the startup : Individual sole proprietory concern Year of starting operations : 2013-14 Sector operating in : Travel and tourism Currently Operating from-Coimbatore (Tamilnadu state) Area of operations- All over India Initial Investments : Rs 50,000/- in the year 2013-14 Investments through : Personal savings Number of Employees currently working- 08 Website : www.yatratourism.in Email- [email protected] Facebook-https://m.facebook.com/Yatratrip/?tsid=0.6807245566483617&source=result Target customers- Students of Educational Institutions-schools and colleges, corporate houses, academicians and general public How and Why the Idea originated How Travel / tours? The founder had seen many colleges /institutions struggling to organize their educational trips due to the difficulties being faced in exploring new places . Thus the idea was born to start a business venture to provide a helping hand in organizing and conducting tours which resulted in the birth of a start up- Yatra Tourism/ Yatra Travels . Why Travel/ Tours? • The founder’s passion towards travel and

tourism and experiencing the joy of exploring new places

• The irresistible urge of Indian travelers to travel more these days.

• The founder believes that a lot of education and learning can take place through travel

.The students community need to know about the rich cultural diversity of India and travel to far off places other than their place of birth to understand, appreciate and respect the regional diversities, culture, heritage and experience the natural beauty of different states of India.

Business Philosophy – Explore Heritage and Culture : Yatra Tourism strives to keep the customers happy and ensure they enjoy the travel experience Yatra Tourism ensures the clients satisfaction and hopes to be the preferred travel partner of their customers by offering the best tour packages at a reasonable cost. Social relevance of the business- To help create awareness among the younger generation of the country’s glorious heritage and culture and to bring about better effective learning. Tourism provides employment directly and indirectly. It brings about regional development, growth in the infrastructural facilities and boosts the regional economy. Innovation in operations: Social media and digital presence ensures real time reach and instant exposure to the prospective clients about the events organized by Yatra Tourism. Yatra Tourism offers corporate login to premium Institutions/colleges in order to ensure easy accessibility and provide uninterrupted , quick and timely services to fulfill all their travel needs . Vision: To give our valuable customers a seamless holiday experience and develop ourselves as one of the leading tour operators in the ever expanding travel industry. Mission: To not just to be an travel agency, but a preferred travel partner to take care of the travel and leisure requirements To provide customizable tour packages to clients and promote and develop tourism. The main objective of Yatra Travels- � Ensure clients experience satisfaction,

provide unforgettable memories of their travel and tours at affordable price

� To explore Heritage and culture of India.




� To support and promote the development of medical tourism and eco tourism in India.

How the start up functions to generate revenue in the initial years- : • Bifurcate the company like Operations, Sales

and On trip support and Assign right regularity for each division .

• .Since sales is the backbone of each tourism company, the sales team has to focus on any one of the targeted audience like students, corporates, honeymooners in order to generate the revenue in the initial startups.

• At the initial stage of startup , it is necessary to create awareness in the social network and provide an attractive website to grab the attention of the customers .

Marketing strategy- Sustainability and progress of any enterprise is based on successful marketing strategies and building an ever expanding customer base. Success of such service oriented customer

centric ventures depends on referrals by a satisfied , happy customer. Yatra Travels hopes to not only satisfy the customer but also delight the customer by providing Wow moments through their excellent services. Personal interaction with clients, customer relationship, 24/7 customer service ensures customer loyalty and continued patronage. Digital marketing through Facebook and other social media ensures visibility, transparency and publicity Designing unique tour products based on the requirement of travelers like Honeymooners, Corporates, Students . No of students who has travelled through Yatra tourism . Year 2013-14 11,000 Year 2014-15 29,000 Year 2015-16 39,000 Year 2016-17 51,000 Year 2017-18 69,000 (till date)

A snap shot of the tours undertaken ; Type of tour

Clients Objective of tour

Educational Tours

Students of schools and colleges

Arranging Industrial visits, field tours, study tours to museum, science exhibitions, places of cultural interest, heritage sites and architectural sites to help students discover the historical richness and cultures of the past. The students learn out of the classroom and this practical field exposure creates awareness and understanding of the past and present

Medical Tourism

Medical and nursing college students and foreign visitors

To help students know about various medical technologies. To help foreign visitors to explore the traditional medical practices of India.

Corporate tours

Corporate houses

Retreats,Weekend getaways for corporate employees which acts as a stress buster – Team outing for team building

Cultural Tourism

General public Pilgrimages and Heritage tours to highlight the local cultural attractions

Farm Tourism

General public To underline the harmonic relationship between humans and nature , life sustainability, ecological restoration, to experience rural lifestyle , understand rural economy, ancient traditional practices

Eco tours General public To refresh the minds and souls – to relax , discover inner peace in pristine, undisturbed natural surroundings




Future plans : � The start up plans to grow, expand and

extend its limits of operations in other states by adopting a Franchise model and have a pan India presence in the near future

� The Founder hopes to establish and mark the enterprises presence by registering as a limited company and get the company’s shares listed.

� The founder wishes to expand the customer base and provide more services to the customers. The promotion of travel and tours can be better managed with the ownership of related facilities like transport, hotels and resorts. The founder hopes to diversify in these areas to ensure the financial feasibility of operations and enjoy better financial outcomes.

Plans to sustain grow and develop the business : 1. Organising industrial visits in top companies to develop technical skills of the students 2. Providing additional safety precautions to the travellers during their period of tour like travel insurance. 3. Special emphasis on comfort, safety and security of women travelers has resulted in a large number of women institutions to choose Yatra travels as their travel partners. 4. Offering special discounts at regular intervals for our fellow customers. 5. Organising unique customized packages for the honeymooners to make their trip memorable. 6. Exploring new places providing destination options to satisfy the requirements of customers.. 7. Arranging for international tourists to enjoy a comfortable stay and travel safely to learn and know more about medical tourism and make them aware of some traditional medical practices in India such as Ayurveda, Unani, Siddha etc. 8.Presence and Visibility in social media -social network to make customers aware of the ongoing offers . 9. Organising heritage and cultural tours to make the travelers aware of India's rich heritage

and cultural practices being followed traditionally from the ancient times such as farm tourism ,adventure tourism , herbal tours ,food & festival tours etc . 10. Introducing many travel support softwares that will help in business automation and result in prompt Service delivery to customers. . Challenges: 1.The travel industry has turned online, and there are numerous unverified reviews which Impacts the credibility and image of the business. 2. There is no proper complaint cell which can help in redressal of complaints and customer related issues. 3. Tourism is an open industry . However there aren’t any proper regulations framed by the government. Thus lack of a regulatory body leads to presence of fly-by-night operators who indulge in unscrupulous and fraudulent activities. 4 There is a huge demand for the skilled persons in the travel and tourism field.There is a good potential for employment generation but lack of trained and skilled people affects the growth prospects of the Industry. 5. The government has not allocated proper funds to develop the tourism sector.. 6. Lack of awareness of social impact of Tourism-- public are not much aware about travel and leisure, ecological restoration, causes and consequences of deforestation, life sustainability , Details Conclusion – Tourism has become an important sector that has impact on the countrys economy. The main benefits of tourism are income creation and generation of jobs. It is an important source of regional welfare. The startup has been operating in a very vibrant sector of Travel and Tourism and has a promising future .




References- Doherty Fraser,-48 Hour Start-up from Idea to Launch in one weekend – Thorsons (2016)

Gogte Jyoti Dr- Startup and New Venture Management –Vishwakarma Publication- Pune (2014) www.wikipedia.in

Patel N., J. Harmoniz. Res. Appl. Sci. 2018, 6(3), 157-160




Introduction: According to Department of Industrial Policy and Promotion(DIPP), a Startup is defined as an Entity incorporated or registered in India: 1) Up to 7 years and for biotechnology startups up to 10 years from its date of incorporation / registration 2) Incorporated as either a Private Limited Company or a Registered Partnership Firm or a Limited Liability Partnership

3) Turnover for any fiscal year has not exceeded INR 25 crore 4) Entity should not have been formed by splitting up or reconstruction a business already in existence 5) Working towards innovation, development or improvement of products or processes or services, or if it is a scalable business model with a high potential of employment generation or wealth creation The Government of India announced an Action Plan on 16th January, 2016 to meet the objectives and address all the aspects of the Startup ecosystem. With this Action Plan the Government hopes to speed up the Startup movement. The Action Plan is based on the following three pillars:


ROLE OF SIDBI FOR STARTUP FINANCING

Niyomi Patel

Chetana’ H.S.College of Commerce and Economics Smt. Kusumtai Chaudhari College of Arts, Self Financing Section,

Chetana Mahavidyalaya Marg, Bandra East, Mumbai 400051



ISSN 2321 – 7456

Abstract: The Government is laying emphasis on the promotion and development of startups in our country. It has introduced various schemes and measures for the same. The Small Industries Development Bank of India (SIDBI), has been actively involved in assisting the entrepreneurs in both financial and non-financial ways. Entrepreneurs can avail finance for their various requirements such as purchase and development of assets, expansion, technology advancement, growth, marketing, brand building etc. SIDBI guides entrepreneurs through the entire process of obtaining loan, which ensures hassle free finance. Key words: startup, MSME, SIDBI




� Simplification and Handholding � Funding Support and Incentives � Industry-Academia Partnership and

Incubation Finance is one important aspect for startups. The Government has undertaken various efforts to provide finance to startups for their various requirements at different stages. The Small Industries Development Bank of India (SIDBI), was established with the motive to provide finance and non-finance assistance to the SME and startup sector. Objective of the Study: 1) To understand the finance options available

through SIDBI 2) To study the role of SIDBI in helping

startups Research Methodology: The study is based on secondary data collected through various Government websites and other sources. Limitations of the Study: Due to shortage of time, primary data could not be collected. Finance for Startups: Startups can avail loans for different purposes and different stages of the business lifecycle. 1)Initial Phase: Finance can be provided by banks in the initial phases. The amount of loan will be based on the business model, projected returns, experience of the management and ability to repay loans. Banks may require a higher collateral security charge if the business concept is novel in nature. 2) For providing Working capital: Startups require working capital for procuring and stacking inventory, giving credit to customers and other day to day expenses. Banks will provide credit based on the future projections of the business. 3) Research and Development: Research and Development is integral for startups who are constantly innovating themselves. Banks provide term loans for developing new technology, marketing activities, expansion and purchasing capital assets. Generally banks would provide asset backed loans for this purpose.

Types of loans: 1) Term Loans: These are provided for acquiring or building capital assets for use in the business such as machinery, equipment, plant etc. Term loans may be provided for Rs.25 lacs to 5 crores. 2) Asset backed loans: Asset backed loans are typically provided based on the market value market of a residential, commercial or industrial property that is to be pledged. Banks lend upto 70% of the assessed market value of the property with a loan tenure of 7-15 years. In addition to the collateral security offered, the promoters will have to display to the Banker the financial returns expected from the business and source of funds for meeting the loan’s interest and principle commitment on time. 3) Working Capital Loans: They are required for day to day activities. Banks have a conservative approach while providing loans for working capital requirements of the company. They take into consideration the business model while providing the loan. Financing through SIDBI: Small Industries Development Bank of India (SIDBI), was set up on 2nd April, 1990 under the Indian Parliament Act with the objective of promoting, financing and developing the Micro, Small and Medium Enterprise (MSME) sector and also to co-ordinate the activities of institutions involved in the same. The MSME sector contributes around 45% to manufacturing output and around 40% to exports and overall around 37% to the total GDP. Hence the role and strategy of SIDBI is vital in the startup and MSME ecosystem. Financial support by SIDBI is provided in the following two ways: 1) Indirect or refinance to banks and financial

institutions for onward lending to MSMEs 2) Direct finance in niche areas like risk capital,

sustainable finance, receivable financing, service sector financing etc.

As on 31st March, 2017, around 350 lakh persons have benefitted through cumulative disbursements of around Rs.4.80 lakh crores by SIDBI.




Other Support: Besides credit facilities, SIDBI also helps and guides business in business development, marketing support, technology up gradation, expansion and modernization activities through its “Credit Plus” approach. This has resulted in creating more than 1.5 lakh employment opportunities benefitting more than 2.3 lakh people. SIDBI Schemes: 1) Growth Capital and Equity Assistance: It provides funding for SMEs that require funding for growth. The funds can be used for various activities such as marketing, brand building, creating distribution channels, and procuring technical know-how and research activities. 2) SIDBI Revolving Fund for Technology Innovation (SRIJAN) scheme – The scheme provides aid to MSMEs with regards to development, improvising and commercializing inventive and original technology based projects. Loans are provided at an early stage on lenient to businesses in emerging technological areas, new technology and products, processes etc. which have not been commercially successful. Rs.1 crore is the maximum assistance that is provided per project. 3) Standup India- It provides loan to at least one entrepreneur belonging to Scheduled Caste or Scheduled Tribe and at least one woman entrepreneur per bank branch. The business can be in manufacturing, trading or service sector. In case of non-individual business at least 51% of the equity and controlling stake should be held either by a woman or person belonging to above caste category. The loan can be availed for an amount of Rs.10 lakhs to 1 crore. 4) SIDBI Make in India Soft Loan Fund for Micro Small and Medium Enterprises (SMILE) - It is a term loan provided to SMEs for new projects, modernization, expansion, up gradation and modernization. The loan can be taken for an amount of Rs.25 lacs to Rs.5 crores at interest rate of 8.12%. 5) Startup Assistance Scheme- It provides structured finance to enterprises involved in technology, biotech, clean technologies, social

ventures etc. Maximum Rs.2 crores and equity kicker of 1% to 2% equity on paid up capital at par or suitably structured kicker. Loan may be provide through Optionally Converted Debentures (OCD), Bank Guarantee, Letter of Credit and Sub debt instruments. At present the coupon rate is 14% per annum. Loan Facilitation by SIDBI SIDBI facilitates startups get loans through a structured mechanism. The process being transparent in nature, helps in getting the loans processed quickly and in timely way to the business. Loan facilitation and syndication is carried out by: 1) Partnerships with Banks- SIDBI helps

enterprises to secure loans with banks by helping them generate complete and accurate applications and documentation.

2) Accredited Consultants- They provide a second check of the information provided by the enterprise in their loan application, so that banks find the application reliable. They also provide guidance and consultation to the entrepreneurs.

3) Rating Agencies- Rating agencies provide an independent review of the loan proposal if required. This process is optional but helps speed up the loan process.

Process of Loan Application through SIDBI The following process is required for loan processing through SIDBI: STEP 1: The documents required for loan processing are prepared by accredited consultants empanelled by SIDBI. The accredited consultants will draft a Basic Information Memorandum (BIM) based on the information and requirements of the startup. The BIM will have all the information required. STEP 2: The entrepreneur approves the BIM, which is then submitted by accredited consultants to SIDBI. STEP 3: If required, the proposal is sent to RBI approved rating agencies. STEP 4: SIDBI will directly handle the following cases:




Provision of equity or quasi-equity to existing units that are growth oriented. Service sector based units. Business set up for Energy Efficient and Cleaner Production Processes. STEP 5:The loan application is submitted to Public Sector Banks that have a Memorandum of Understanding with SIDBI for providing loans. SIDBI will provide assistance to entrepreneurs through every stage till the loan is processed. MSMEs have a much better chance of getting their loan sanctioned in time and can avoid unnecessary delays. Advantages of borrowing through SIDBI- 1) Tailor-made – The loans are designed as per the requirements of the business and every type of need is accommodated. 2) As per Size- Loans are provided as per the size of the business i.e. micro, small, medium etc. 3) Rate of interest- The rate of interest is concessional. 4) Collateral free- Through the CGTMSE businesses can get up to 200 lacs of collateral free loans. 5) Opportunity for Venture capital- SIDBI Venture Capital is a fully owned subsidiary of SIDBI and can provide finance for SMEs through equity capital. 6) Transparent Process- The loan procedure is simple and transparent without any hidden terms and conditions.

7) Support and Assistance- Entrepreneurs get support and guidance from SIDBI officials with regards to their business. 8) No dilution of control- The entrepreneurs can get their funding without diluting the ownership of the company. 9) Government Subsidies- The Government is providing various subsidies which can be easily availed through SIDBI. Conclusion: SIDBI has been playing a pivotal role in the growth and development of startups and the MSME sector. Through their various schemes entrepreneurs can easily obtain finance for their various activities. SIDBI is not just helping in obtaining finance but also providing advisory services with regards to the business. For many startups this could be helpful as they may not be able to afford advisory services. The startups can get both financial and non-financial help from SIDBI without dilution their equity or sharing their profits. So far SIDBI has impacted 11,392 startups and 118 incubators, helping almost 91 investors. Startups can take advantage of the various schemes for their benefit. References: https://www.news18.com/news/business/start-ups-how-to-obtain-a-bank-loan-to-fund-your-entrepreneurial-journey-1491043.html https://www.sidbistartupmitra.in/ https://www.standupmitra.in/ https://www.sidbi.in/files/SIDBI_Ebrochure_start_up_assistance.pdf https://www.sidbi.in/

Choudhary P., J. Harmoniz. Res. Appl. Sci. 2018, 6(3), 161-166



Introduction: The bus travel industry in India is unformed and highly splinter. It is a 120 billion annual turnover industry with a growth rate of 25% per year. This trade is expanding phenomenally in India, As it is one of the most

preferred mode of transport for millions of Indians. There are almost 2000 special bus operators which function with nearly 20000 buses on end to end routes. In the Indian bus travel industry, most of the individual players


TRAVELLING MADE EASY (A Case Study of redbus.in)

Puja Choudhary.


Case Study


ISSN 2321 – 7456

Abstract: Although used by millions of people, the bus travel industry in India was highly splinter as well as untidy. Key issues with the then-existing model was the communication gap between the travel agents and the customers .This startup was based on one of the co founder’s real life experience . He wanted to go from Bangalore to Hyderabad for Diwali, but could not go due to lack of access to the availability of tickets .It was not only he but also the entire public who faced various challenges due to non access of tickets .He saw a huge opportunity through these available but un booked seats .His engineering instincts persuaded him to think deeper into the situation. Then, they found cyberspace as the best ground to deliver all this information and make electronic commerce to purchase return bus tickets which was the chief trending issues. This paper attempts to probe as well as figure out the extent of the transmutation and its repercussions by pivoting on red bus. It itemizes the challenges foregathered by redbus which currently covers ecologically 4/5 of the whole market. Redbus has proved to the world that thinking out of box would yield excellent results. Redbus today is one of the most successful online ticket booking agencies. Today it has 2000 bus operators, more than 10000 buses listed on it, covering over 100,000 routes across countries and sells about 5000above tickets every day. This mode will also let the bus service management to detect their booked tickets statistics online which diminishes the human error in offline bus ticket booking method, enlarge exactness and magnify the mould ability of facts processing. It also has a sophisticated, easy to use and a good user interface which enables the customers to perform their online transaction smoothly. The journey of redbus has been amazing and an eyeopener to all the budding entrepreneurs. Key words: Bus Ticketing, Red Bus , Bus Travel Industry.





were geographical players and did not have a pan India companionship and therefore there was a lack of a centralized podium for organized scale of action. The mart for online car sublet and bus booking trade forecasted to come at $150 million in the year 2011 as per Applied Travel Intelligence. The two carriage classification when it comes to Indian bus travel industry operations are contract carriages and stage carriages. The contract carriages are commonly long distances from town to town with small number of stop points whereas stage carriers are relatively short distances with maximum stop points. The contract carriage trade in India is crumbled with more than 65% of the bus speculators holding over less than 20 buses each. Inspite of advancement of online ticket booking in India by famous contender like makemytrip.com (airline) and IRCTC.com (train), there was a fairly sluggish ballooning when it came to online bus booking. The job of IT in fund management is eminently discussed by many researchers (Kimes, 2001; Bakos, 1997). The cause for this dull growth could be adjuncted to several grounds like the dislikeness of the most of the Indian population to reserve their bus tickets online, low internet insertion and more than that, the inadequacy of a right web rostrum to book their bus tickets. The Indian bus travel trade could also be sectioned on the basis of structured and luxurious bus travel catering to the whole public. Volvo buses have played a huge role in maximizing the ease level of the bus traveller. The rise of this trade is commenced to the fact that airline tickets are proportionately costly and train tickets are booked well in advance, which makes bus travel a later option. This travel trade in India is commonly operated by currency and segregrated

on the provincial basis. Most of the company in this trade are zonal contenders who administer on a small scale and depend laboriously on physical methods for ticket bookings and reservations. The industry was highly broadcasted with travel representatives playing a finest part in administering the bus ticket bookings. The chief challenge with the Indian bus booking trade is that inspite of being used by millions of people ,it took maximum time to witness some innovations in this zone. Moreover, within the travel trade it is noticed that the train and flight ticketing had unified booking and reservation process has been evaluated much earlier than bus travel trade. The bus trader are segregated across the India largely supported by regular travel agents. There was an definite want for limpidity within the company so that customers can take advantage of the resources of a focused system where they could be identified with the details concerning the total number of bus routes in actions, charges, accessibility, space preferences, reversal , pay back and comment options. E-ticketing or electronic ticketing in India is altering the scenario, peculiarly air travel and railways ticketing coming a large way ahead. There are investigation report which have debated that service suppliers could expand their agreement effectiveness and amplify their services by nominating fashionable IT in income administration. The Indian ecommerce report 2012 speaks that travel and recreation comprise of 76% of the overall share in the ecommerce market in India. The online ticketing mart had observed unusual progress in the Indian mart with 30% of railway pass and 40% of air pass old through online channel. Over the last decade, we saw an power rise in the number of bus ticketing gateway in India. The online bus booking mart is calculated to be 5-6 billion which is around 3-4% of the overall mart .This alteration in the journey doorway room is visible with the personal bus travel trade developing at a rate of 30% and roughly to reach 350-400 billion by 2015. E-ticketing uses




worldwide supply systems such as Galileo, World Span, Sabre and Amadeus which are technology floors to carry out the proceedings. In the year 2002, Air India introduced the e-ticketing. The Indian Railway Catering and Tourism Corporation Limited website (www.irctc.co.in ) is one of the biggest and most striking e-commerce lot in India and it has recorded the maximum ever per day booking on 13th July,2012. Methodology: The study is based on the secondary data which has been collected through newspaper various online sources , books and journals. Objectives : • Maintain core focus • Improve service portfolio • Vertical integration • Go global Goals and Objectives: To achieve annual revenue of INR 5 billion by 2015 by , • Focusing on core business • Vertical investigation • Increase in service portfolio Reason behind the Logo: The founders were impressed by the autobiography of Richard Branson who started the virgin brand. The way he rose from poverty fascinated them. The virgin brand is red in colour they felt that marketing would become easier if there is a colour.

What’s next? Redbus has selected a small priced model by amplifying across India through

creating call center at various low cost position. It was slightly hard for him to service traders and customers across India from his headquarters alone which forced him to open more offices. It also helps in supplying geographical aid to the community people which effects in finer customer services and contentment at the geographical level. Redbus call centers are known for their innovation technology. It has hired the computer code that receives gesture through Public Switch Telephone Network (PSTN) line and routes to countless point after altering it into data converter. This approach not only helps in reducing price but also conducive use of every single call accepted at the centers. The consumer contentment and consumer assumptions had been the top concern since the formation and it was compulsory since consumer contentment leads to consumer possession, acquire purpose and faithfulness which has been debated in many investigation studies .One of the leading chief strengths in this business for redbus had been the relationship construction with the bus traders. The mobility to modify in the mart and remarkably change course was influential in assuring redBus’ success. The bus traders are instructed originally about the merits of redbus and offered to sell 20% tickets through redbus system. If they are satisfied with the redbus system then a contract is subscribed to sell more tickets along with better benefit and information network. The ticket record collection is based on whether the bus operator is using a computerized or physical system. The computerized bus traders provide around 40% of total ticket transaction and the manual system users contributed the majority of 60% of the total transaction. The inventory information with the computerized bus traders is uploaded constantly by the redbus network. Although within few years of its aliveness, redbus has shown to be a major podium for bus e-ticketing across the India, it wishes to probe among the bus traders who are using physical system to further increase the mart holder of redbus. The




co-founder member Charan Padmaraju believed that to build the competitive border it was compulsory to innovate which was the major target behind acquiring the cloud apparatus foresighted by Amazon Web Services (AWS). It helped the developers of redbus to concentrate their hardlabour towards enhancement of IT software leading to whole cost balancable, innovative ideas and maximum scalability. The real challenge was grasping of consumers which is an alarming duty on Internet. The networks and infrastructure based on cloud apparatus led redbus to discriminate his business. Redbus plans to gently move towards Amadeus or Sabre used in the Airline travel reservations for maximum level of consolidation. Competition in the Marketplace With the redbus revolution, the latent in this stadium is not out of sight. The competition in this trade usually comes from travel agents and ticketing companies who have spirit locally, nationally and few of those who even have an international presence. Redbus over the years has acquired a business model which is quite difficult for the competitors to reproduce due to which redbus is one step forward in the contest. It has accepted a model where the technology has been perfectly matched to the requirements of the bus traders enhancing long lasting relationships. There are few recognized players in the industry which have been described below: Via world : Via world was floated on July 28th, 2006 as flightraja.com and integrated in May 2007. Today its presence is segregrated across 2,400 towns and cities of India with more than 4 crore consumer base. Via world has its headquarters in Bangalore. It has more than 650 employees and an annual sales around 500 million USD. Via world initiated with the reservations of bus tickets around 2007 and also conducted out an automated ticket booking stand. Via Bus Tours, which is a part of the Via Group is currently now focusing on the private pilgrimage tourism mart and planning to grow its multi-axle extravagance Volvo buses to fix the pilgrimage destinations across India. Via has

partnered union with Indo US Venture Partners (venture capital firm) and Sequoia Capital in India. Abhi bus : AbhiBus was floated in the year 2007, is led by Mr. Sudhakar Reddy (Founder and CEO) for offering online bus tickets for customers. Since they found it was a very high time for them to intermix the splinter bus speculators and since the internet perforation was very small in the Indian mart. AbhiBus establish with calculating sites and APIs for speculators . It provides Online Passenger Reservation System (OPRS) to State Road Transport Corporations (SRTC) and private speculators for directing the ticket inventory and online ticket sales. The OPRS automates and supply the web based online link for the entire advancement of the bus operators. The revenue move of the consumer across the various booking sales channels is managed through Abhibus. It manages the ticket inventory of around 32 private bus speculators and UPSRTC involving 10,000 buses. Conclusion: Over the years, redbus had extended the milestone of 10 million bus bookings. The success of redbus is for the reason that it had been all this way a customer centric/pivotic model which concentrates on sales rather than cybernation of bus speculators. Redbus had so far a successful journey to jump ahead from an income of 0.3 billion in the year 2008 to around 3 billion income in the year 2012. Although it recorded around 20% magnification in ticket phase month on month, to achieve higher extension rate redbus has to either locate newer sales approach or utilize the available route to a greater ability. The statistics with the association showed that around 25% of the redbus traveller is first time bus travelers. Redbus has to meet this challenge by maximizing ticketing sales through the mobile gadget. Several research studies employing information systems and information technology to reach superior performance (Fairbank et al., 2006), have shown interest in mobile ticketing technologies .The redbus ticket booking through




mobile gadget could be accomplished through an SMS or installing a JAVA petition and after showing the details; the consumer has to deliver his card attributes during the registration. A secure payment gateway would be a crucial decider in the success of e-commerce deal.. In India, besides low internet perforation, there is also hesitation to provide the card details for perform the transactions which is a crucial barrier for redbus to make the most of this channel. Redbus has reintroduced one click payment option for bus ticketing to make the online deal quicker and easier. The use of mobile ticketing technologies leads to profits from income management perspective (Eisenhardt, 1989). Moreover, redbus has a volume driven business and it plans to expand further into the Indian mart by opening regional offices to serve the consumer better. The current master plan followed by redbus is to collect bus tickets by any means close at hand and later delivering to the customers through any passage that is attainable by them. Redbus has to put ahead an expansion model in reality which would supply an imaginable growth in the long term. Redbus holders have a dare that preserving strong relationship with bus speculators and acquiring the trust of new speculators/agents was a dare right from the initiation. The confidence that redbus had formed with the bus speculators and agents foresighted it with a merciless boundaries and justified influential in their long term awareness of targeted objectives. Redbus surely related a lot of bus speculators and ticketing agents to unite with redbus network for measuring the application and grow considerably. Even though redbus has enlarged its offices in the major cities of India, measuring of behaviour to further extent was required to survive the competition. There was small speculator who went online as well as there were few big players like Yatra who influenced. Earlier redbus had overlooked achy competition from players like Ticketvala (now makemytrip.com) but in this trade playing on money was deemed as the last alternative.

Redbus concentrated on offering a unique value to the consumers rather than to capitulate under the coercion from rivalry and change the rules of the game. Likewise there was also an entry hindrance in this business for a new gamer and the trade had taken a turn where, it would be tough going for any new start ups in this bus ticketing field. Redbus had to scrutinize further and take strategic actions to sustain the competitive advantage. Redbus has to cope with the challenge of building a strong cybernation base to handle the web traffic eminently and do all the operations real time. The future of redbus can be defined only with superior technology alongside an intense team to effectively hold the capacity. With more and more bus speculators joining redbus entrance, it is additional authority of redbus to furnish the service actively and constantly at the craved level. Although it is accepted that there is still some way to go before the precursor technology can be fully employed, it is certainly presumed that it is only higher ranking technology which can take home the competitive merit for redbus. The opportunity of crucifix sales and creation of artifact to suit the requirement of the consumer is still an imminent territory to be evaluated. The careful collection of value added services were another proportions to look ahead of time. The value added services like touring kits, travel insurance share, cargo deliveries etc. could be further proffer to consumer to render the service floor. It is a fact that building brand consciousness for redbus was one of the most important dare faced to this point. Redbus has been supported by word of mouth proclaimimg (Devlin et al., 2002) but currently it needs hostile distribution of their publicizing budget. Redbus had used the radio publication to reach the masses and Google advertising to target the web users. Redbus had a huge duty to make the most of the social method that has been fundamental part of publicing mode for the internet users. Now that redbus has been taken over by Ibibo Group, it has to set the consideration right for the near




future while being observant for emerging opportunities to stay ahead of the contesting. References: 1. http://techcircle.vccircle.com/2012/07/11/red

bus-in-becomes-first-site-to-sell-over-1-crore-bus-seats

2 . www.redbus.in 3. business.rediff.com 4. www.cio.in

Bhome S & Pradhan S.V., J. Harmoniz. Res. Appl. Sci. 2018, 6(3), 167-170




Introduction: Social computing is not a fad, nor is it something that will pass us by. It has revolutionized the way we interact with the world around us. It has developed an appetite for new ways to communicate and to the increasingly flexible ways that we can go online. This has led to global changes, huge shifts in ideologies and a transformation in how we

absorb and process information. Gradually social computing will impact almost every role, at every kind of company, in all parts of the world. Social media offer plenty of services on the internet. The types of social media include: social networks (Facebook, Myspace, and LinkedIn), micro-blogs (Twitter, Tumblr, and FriendFeed), reviews and ratings (Yelp, Amazon, and Trip Advisor), video (YouTube and Vimeo), and more. The objective of this research study is to find out if social media is an effective marketing tool for start-ups or budding entrepreneur. To reach the stated purpose the following questions will be answered: To identify and analyze the


A STUDY OF IMPACT OF SOCIAL MEDIA ON START UPS – AS AN EFFECTIVE TOOL OF MARKETING

Dr. Shraddha Mayuresh Bhome, Adv. Suyash V. Pradhan

Asst. Professor and Coordinator, Satish Pradhan Dnyanasadhana College, Thane Incharge Principal, Anand Vishwa Gurukul College of Law, Thane



ISSN 2321 – 7456

Abstract: Social computing involves the use of online social media tools such as Facebook, Twitter, YouTube and LinkedIn to reach consumers in innovative ways. Businesses of all types are getting involved in social media in an attempt to reach to a new audience and reinforce their ties with existing customers. As one is starting a new business, the major concern is with creating a product or service offering, finding first customers, building partnerships to help grow more quickly and ensuring one has enough money to sustain the company. The purpose of this study is to investigate how marketing efforts in social media can be successful in attracting customers for start-up companies. It also tries to understand how an owner of a start-up, recognize using social media to grow its business and uses social media to engage with its customers. Keywords: Social Media, Start-ups, Marketing




appropriateness of social media in marketing for start-ups• To measure the effectiveness of social media tools for marketing Understand which tool is the most effective and can be further leveraged Literature Review: Marketing is a crucial activity for the survival and success of a business. Businesses today have more marketing opportunities than ever (Bresciani & Eppler, 2010). In the last several years social networking has received a great deal of attention and has gained acceptance across numerous economic, demographic and geographic segments. Social networks have become invasive as they touch us in our homes, while we travel and even in our workplaces (Perlstein, 2010). Kaplan and Haenlein (2010) describe social media as a group of internet based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content. Web 2.0 technologies on the social web permit two-way conversations with consumers enabling brands to listen to consumers and respond (Fournier & Avery, 2011). Consumers and organizations alike are increasingly using the web to discuss, share, and collaborate (Jones, 2010). Social media is best understood as a group of new kinds of online media which share most or all of the following characteristics such as participation which encourages contributions and feedback from the audience, an openness that allows voting, comments and sharing of information, conversation that is seen as one to one, communities which can be formed quickly to share common interest and connectedness that makes use of links to other sites, resources and people (Mayfield, 2008). Social media marketing offers many advantages for a start-up. They include: Promote products and services Deliver content

Reach out to a huge audience Drive sales through social commerce Build quality back links to the company’s website Establish trust and reputation As mentioned previously, social media is a great equalizer: big brands can be outsmarted without making huge investments, and small brands can make big names for themselves. The following paragraph shows how companies have leveraged the use of social media to market their products and services. Research Methodology: The researcher has utilized secondary data and in which a case study method is adopted for the research. The reason for choosing case study as a research method is to examine complex and special subject in detail. Case studies are particularly useful where one needs to understand a particular problem or situation in great depth, and where one can identify cases rich in information. Case Studies: Social media is a powerful marketing tool provided to start-up looking to increase their reach and interaction with customers. The concept of social media has brought the tools and underlying technology, which provide start-ups with the interface to continuously converse about their products and services. Using the social media tools and technology such as Facebook, Twitter, and YouTube for social sharing of content, videos, and images, start-ups can market at a lower cost. Social media is a great platform for two-way communication. It allows consumers to discuss ideas, post comments, ask questions and share links. This facilitates open communication, leading to enhanced information discovery and delivery. The start-ups expect their marketing effort to be cost effective, interactive, engaging and scalable to a large audience. This is because they would need better and faster reach to create awareness and visibility to offering and to build long lasting relationships with customers. In the subsequent paragraph the effects of social media




as a marketing tool for various startups is examined. Giantnerd: Giantnerd is a company that sells outdoor equipment for outdoor activities like hiking, biking and snowboarding. The objective here is to build up GiantNerd‟s fan/follower base. The tools used by Giantnerd are the company’s website and Facebook page. They have created a unique social network on their website that is entirely different from other social media like Facebook or Twitter. Members are allowed to talk and interact with one another about the different products, in that way everybody can make pre-mediated purchases. They incentivize new members by offering a discount to all new followers with their “Nerds save 5%” promotion. Members can also receive points that can be used as nerd dollars which is basically free money when you post, comment or share any information about products. Giantnerd assure their fans with exclusive deals and promotions when they click like and join their Facebook community Giant Nerd also provides an excellent way through various social methods to get feedback from their buyers which can be useful for potential customers wanting to buy a product. One example is their WikiNerdia which is similar to Wikipedia, viewers can check out all of the different products, including descriptions and photos, and their customers can edit the information as well, making it more interactive. The results show that adding the like button, their average order has increased by 50%. Giantnerd benefits from their follower’s engagement by allowing customers to answer questions and give feedback about their product, thus increasing brand trust for prospective customers. Sheep Stop: Sheep Stop is an eco-friendly, „designer T-Shirt‟ brands those crowd-sources its designs from a large community of artists across the world. The designs are taken from freelance designers which are put on the website and the company’s Facebook page. Sheep Stop’s business model survives on the web and they have been very smart in embracing Social

Media. They use social media tools such as Facebook and Twitter. SheepStop has posted Facebook comments with every design displayed. SheepStop has placed the share button and like button to be shared across platforms. They are constantly active and keep engaging their community with tips and links. Tips could be about different eco-friendly designs, fashion trends in the market, etc. It has decent conversations going on in Twitter with its followers. The conversations are meaningful discussions with the sharing of helpful articles and they display a great humour while showcasing designs. They have pioneered concepts like bidding for a T-Shirt on Twitter through our #TwitBid platform. It has a community of 1890 fans on Facebook and around 600 followers on Twitter. The owners put in a seed capital of Rs. 0.3 million and launched Sheep-Stop and now the company reported a turnover of Rs. 6 million. Findings from Case Study: 1. Facebook is a popular medium for social

marketers both for everyday conversations and organizations of engaging promotions and contests for fans. Facebook allows you to put a large amount of content on its site through its posts, walls, instant messages, e-mailer, etc. The content will be different from brand to brand, as well as the tone of voice used, but it should be factual, relevant, timely and interesting to members of the target audience. Facebook offers its own form of advertising with Facebook ads, which appear in the side columns on the Facebook site. They include a headline with copy, an image, and a click-through link to a Facebook page. All the Android and iPhone users can get official apps on Facebook to stay in touch with their social community all the time. This allows constant interaction between the user and the brand even on the go.

2. Twitter works in real time where you can ask a question and get an instant response. Its search features can be efficiently used to




monitor what people are saying about a company, service, product and competitors. Increasing or declining trends and patterns can be tracked effectively as well. In contrast from Facebook where you become friends with people you know, on Twitter you follow the people and institutions you find interesting. Friends included, but also companies, celebrities reaching out a huge audience.

3. YouTube has introduced a new channel tool that allows consumer goods brands to connect consumers directly with retailers. The new channel gadget will enable shoppers to purchase products through videos and find which retailers carry them, check the availability and price with just a few clicks.

4. LinkedIn also allows you to join groups that are relevant to your industry and expertise and then join the conversation. One key difference between LinkedIn and other networks are recommendations and endorsements. Recommendations are just an online review of you and your services. Endorsements are a way for your connections to verify the skills and expertise you list on your profile. LinkedIn has become useful in recruiting industries looking for potential job candidates. In many professional circles, a potential client or business partner will take a close look at your LinkedIn profile before doing business with you. LinkedIn is a tool geared to help people connect primarily for business purposes and marketing.

Conclusion: From the paper we can conclude that it is essential for start-ups to understand social media tools and the strategies behind using social media for growing their business. Social media enables companies to show what they offer and to see what consumer’s value. It has been shown that Facebook is a more effective type of social media for start-up companies comparatively as it accomplishes to fulfill to capture reach, awareness, visibility and relationship. Facebook users are more likely to share information with friends, like company pages, and comment on posts made by companies. These activities both create word-of-mouth and allows for communication between the company and the consumers. This shows that marketing on Facebook can be effective for start-up companies in both reaching and retaining customers. References: 1. Bresciani, S., & Eppler, M. J. (2010). Brand

new ventures? Insights on start-ups. Journal of Product & Brand Management, 19(5), 356-366.

2. Jones, B. (2010). Entrepreneurial marketing and the web 2.0 interface. Journal of Research in Marketing and Entrepreneurship, 12(2), 143-152.

3. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges. Business Horizons, 53(1), 59–68.

4. Mayfield, A. (2008, January 8). What is Social Media?

5. Perlstein, R. (2010). The Application of Social Networks.

Jagtiani N., J. Harmoniz. Res. Appl. Sci. 2018, 6(3), 171-176




Introduction: Ola (ANI technologies) previously known as Ola Cabs was started in Dec 2010 by 2 IIT Bombay graduates. Ola

serves as an efficient taxi aggregator and bridge the gap between cab owners and commuters. Instead of buying and renting out their own cars, Ola partners with a number of taxi drivers and owners, add a touch of modern technology to the whole set up, where people could book cars at short notice through their app. In Spanish, Hola translates to ‘Hello’ hence the name Ola probably to indicate that their services


OLA CABS: START UP BY 2 IIT BOMBAY GRADUATES

Dr. Neha Jagtiani

Vice Principal R.D. & S.H. National College, Bandra West, Mumbai 400050.



ISSN 2321 – 7456

Abstract: The research paper on Ola gives a breif about the start up of 2 IIT Bombay Graduates. From an idea of providing cab services to a common man to hailing market which is valued at more than $10Billion. ANI Technologies Pvt. Ltd., operating under the trade name Ola, is an Indian origin online transportation network company. It was founded as an online cab aggregator in Mumbai, but is now based in Bangalore. As of September 2015, Ola was valued at $5 billion. Ola Cabs was founded on 3 December 2010 by Bhavish Aggarwal, currently CEO, and Ankit Bhati. As of 2017, the company has expanded to a network of more than 600,000 vehicles across 110 cities. In November 2014, Ola diversified to incorporate autorickshaws on a trial basis in Bangalore. After the trial phase, Ola Auto expanded to other cities like Delhi, Pune, Chennai, Hyderabad and Kolkata starting in December 2014. In December 2015, Ola expanded its auto services in Mysore, Chandigarh, Indore, Ahmedabad, Jaipur, Guwahati and Visakhapatnam. In January 2018, Ola extended its reach into its first overseas market, namely Australia, and has plans to eventually run the service in Sydney and Melbourne - having already arrived in Perth in late February. Keywords: Ola, Start up.




are as easy and friendly as that, just like saying a ‘hello’. Ola is India’s largest ride-hailing app with about 60% market share in India. OLA –Founders: Bhavish graduated from IIT Bombay with a B. Tech in Computer Science in the year 2008. Bhavish has worked for Microsoft research, Bangalore for two years right after college. There, he passed two years with filing 2 patents and 3 research publishing in international journals. While trying to chase his dream of entrepreneurship, he started an online company to sell short duration tours and holidays online before changing that into OlaCabs. Ankit Bhati heads the technical aspects of Olacabs, ensuring a quick, convenient and instinctive experience for our customers and partners. He joined IIT Bombay in 2004 for Btech in Mechanical Engg and MTech in CAD and Automation. By 2009 he had already worked on several freelance projects and startups like Wilcom, QED42 etc. and finally decided to give up his nomadic professional life for a start-up of his own. He joined the Olacabs journey in November 2010. The 29 year old IIT–B Grad – Bhavish Aggarwal is the founder & CEO of India’s most popular Cab Aggregator OlaCabs. OlaCabs, more popularly known as Ola, is just like any other marketplaces online, but more specifically into providing Taxi services. Ola, which started as an online cab aggregator in Mumbai, now resides in the Silicon Valley of India a.k.a. Bangalore, and is also known to be one of the fastest growing businesses in India, out-beating its competitors Uber & Meru. Coming back to the man behind Ola; simple yet charming Bhavish, with the success of his prodigy has certainly become the talk of the town. But even after becoming a millionaire, he still prefers to not buy a car and take a cab (to set an example, we presume), certainly doesn’t goes down well with his wife. He believes that, such is a small price that every entrepreneur has to pay.

Anyways, when not crushing his competitors, one can catch Bhavish cycling, playing squash or doing what he loves the most – photography. He also maintains a largely popular photoblog! OLA – Starting Up: Born in Ludhiana, Bhavish just like every other success-driven and successful entrepreneur, while trying to keep his holiday and tour planning business afloat, Bhavish had to travel from Bangalore to bandipur, for which he rented out a car, which ended in a very bad experience. The driver stopped the car in the middle of the journey and demanded a renegotiation of what Bhavish was paying. After being refused, he proceeded to abandon him en route his destination. This is when he realized how his plight was probably similar to a lot of customers across the country who were looking for a quality cab service, For the first time, he saw the amount of potential that an extraordinary cab booking service could have, and hence, he changed his business from his earlier start-up to the one we today know as – OlaCabs. This was in December 2010; he was joined by his co-founder Ankit Bhati in his start-up journey. His parents didn’t agree with his idea in the beginning of course, like all Indian Parents won’t. They were thoroughly displeased with his decision to become a ‘travel agent’, but when but nevertheless, their support increased as they got their first round of angel investment (from Snapdeal founder Kunal Bahl, Rehan yar Khan and Anupam Mittal. Bhavish believed that anyone can have a good business idea but to function it successfully one must a scalable model upon which the business runs. According to him, the best or one of the best & safest model one can or should adopt is running a business with owning “zero” inventory. The Wild Chronicles of OLA So this is how it all began! After quitting Microsoft, Bhavish started an online company which dealt into selling of short duration tours and holidays online.




Now while he was at it, he happened to rent a car from Bangalore to Bandipur and had a lasting bad experience. The driver of that car stopped right in the middle of the road and started re-negotiating the while deal. When Bhavish refused to agree to his terms, the driver proceeded to abandon him en route his destination. The entrepreneurial-headed Bhavish, instead of whining about the situation or rather the problem, decided to solve it good, and at large! OLA – Initial Team: After the idea, the design and vision were done by Usha Loutongbam, product manager and Bhavish himself. As for the developers who converted these ideas into reality: The first version for Android was built by Ajinkya Potdar and for iOS by Khushal Bokadey. Both of them joined the company for two months of internship and did an excellent job rolling out the release in real quick time. After that the iOS app was taken over by atul manwar, android by Ankit Kumar and backend apis by Neeti Birla. The main focus of the new releases is to make the app feature rich while constantly improving the user experience and yet not losing the essence of one touch cab booking. The Formation: Because he got a first-hand experience of such a problem, after decent amount of research also realised that, this in actuality was a genuine and deep rooted problem for the masses. A lot of customers had fallen prey to such situations and were desperately in need of a quality cab service. That was when for the first time, he could vision the amount of potential a cab booking service could have. And after basic calculations, Bhavish changed his business from the earlier mentioned start-up to – OlaCabs. Ola was the collective prodigy of Bhavish Aggarwal and Ankit Bhati and was officially owned by ANI Technologies Pvt Ltd, which translated to ‘Hello’ in Spanish! OLA – Product: Over the last one year, Ola has been expanding its range of services —offering

a range of ride options from budget to luxury, subscription deals, and more recently in-cab entertainment — to outmatch Uber on strategies beyond pricing. OLA – Business Model: The business model works on a very simple concept. OLA acts as a facilitator in providing cab-booking services. Customers can book their cabs through the app. OLA does not own any of the cabs. Only those drivers with valid permits duly authorized and verified by transport authorities can sign up with OLA and they could be either self-employed or work for an operator who owns multiple cars. Just like how we use an OLA App, the drivers get access to a driver mobile app on their Smartphone once they register with OLA. This is done only after a thorough check of authenticity and conducting due diligence of commercial papers and personal papers of driver and operator. The drivers have flexibility to decide their own time to login to OLA Application and accept requests for rides from customers. They may choose to remain logged out of the system as per their convenience. Ola takes a commission of about 15% on all the booking done through the app. Users are charges for the following things: The Bill for OLA Cabs consist of following elements 1: Base Fare [Charged Flat] 2: Distance Fare [Charged Kilometer Wise (different for different cities)] 3: Ride Time Fare [Charged time taken to travel] 4: Peak Pricing [Direct Ratio depending on demand for cab 5: Service Tax [5.6 %] 6: Swach Bharat Tax [0.2%] 7: Toll Charges [Toll Collection in case you cross Toll Junction on roads. OLA – Funding: Ola has raised a total of $1.38 Billion in 8 rounds from 20 investors. Top investors include likes of SoftBank, ABG Capital, Accel Partners, Mauritius Investments, Tiger Global Management, Matrix Partners, Steadview Capital, Sequoia Capital and DST Global. Their current valuation is somewhere




between $3billion to $4 billion. However, in Nov 2015 it was valued more than $5 billion. Consider that their four-year-old startup is valued at $2.5 billion—the third highest valued consumer internet company in India. Since 2011, when it was set up, Ola (formerly Ola Cabs) has raised a little over $900 million from over a dozen investors in at least eight rounds (see box Constant Inflow). This includes angels, marquee venture capital firms and hedge funds. The lure of this home-grown cab aggregator has proved irresistible to investors. And not all of it was about the sector opportunity or the company’s business model: “I was very impressed with Bhavish. He gave me a sense of confidence. OLA – Competitor: Ola directly competes with Uber world’s most well-financed startup having raised $15 billion in equity and debt. The Change: This change including the entrance of Ankit Bhati was brought about somewhere around December 2010. His solution was simply introducing a technology that bridged the gap and connected the cab owners with the commuters through the Internet, telephone or a mobile phone app. On the other end, just like every starting entrepreneur, his parents too didn’t support his new venture as well, and for them he was as good as a ‘travel agent’. Basically a lot of pressure. But nevertheless, their support increased as they got their first round of angel investment (from Snapdeal founder Kunal Bahl, Rehan yar Khan and Anupam Mittal.). Moving on, Bhavish’s believed that anyone can have a good business idea but to function it successfully one must a scalable models upon which the business runs. According to him, the best or one of the best & safest model one can or should adopt is running a business with owning “zero” inventory. And following his own words, Ola, didn’t buy even a single car and instead rented them. They went on to partner with a long range of Taxi Drivers, and all he did was added a touch

of modern technology to the whole thing through which consumers could book cars at a short notice via their call centers or via their app. The Strategy: Simply putting it, their strategy was to leave no stone unturned; be it attending customer calls to driving a passenger to the airport while managing the operations, they did everything. And on the other end, to woo the drivers, they used an equally unique strategy! For the first few months, they used to pay drivers 5000/day tips + no salary. Provided they met the criteria which was that, a Driver must have completed one single trip for that given day. To add to that, the Integration Devices which they use were provided free of cost! During that time, with a rough potential monthly income of 1.5Lakhs literally every driver, even including many part-timers did anything to get themselves attached with Ola. As their motive was fulfilled, later this payment module was reduced to half i.e. 2500/day and then 750/day tips + salary consecutively. And now the tips would be provided only if they covered minimum 10 trips in a day. Now clearly, the idea of cabs was not new to the Indian market, and there already were players like Fasttrack who had established themselves. There were radio Taxi services in every city of the country which used to run in the interiors as well, and you could easily find some of them at the airports and railway stations. Not to forget the car rentals and travel agencies. Basically, all of these had more or less a focus which was on similar lines. So what made Bhavish or Ola One-up? Bhavish very smartly had taken only cars which had an All India permit (similar to travel agencies) and used to run them both inside as well as outside the city. And then there were the unique and budgeted plans which they used to offer, to lure the customers. But more than all that or what at least on an equal note, what helped them was M-commerce (mobile). Bhavish could clearly see that, M-




commerce was growing at the speed of light and would only get better in the times to come. Hence, given this environment, it would only become far more easier for the consumer to knowledge or data without much of a hassle, merely through their Smartphone. And with the amount of connectivity this would create would only increase the convenience for the masses. Bhavish decided to capitalise on this untouched factor, and took the leverage of this growing industry. The Present Growth: And with the help of such ahead of its time & long term strategies, the company began to grow at the speed of light. By 2014, the company was now pocketing a network of more than 200,000 cars across 100 cities. Additionally, it was also clocking an average of more than 150,000 bookings per day and also was now sitting on 60% of the market share in India. Soon the company also brought about some huge developments which again, benefited them greatly. Some of these included: – They launched their Ola Mini service in Bangalore & consecutively in Delhi (NCR) with a fleet over 250 cars and were also in preparations to grow to 800 by 2015. Their offer again was pretty unique and luring. They had started with an introductory price of Rs12/km with a base price of Rs.150 for the first six kilometres, making them the cheapest AC cab services available. Next, by the end of the year, Ola also expanded to incorporate autos in Bangalore and also expanded this service to other cities like Delhi, Pune and Chennai. Later, they announced their biggest news so far. OlaCabs bought TaxiForSure or TFS in March 2015 for about $200 million. Although, this wasn’t their initial plan. Their initial purpose was to fill in their huge requirement of drivers and hence, they had first tried to attract their drivers by paying them some Initial Bonus + Attachment Devices Free of Cost, but since they failed, they had to buy the company to maintain their stable growth.

Additionally, Ola who so far only had worked with Drivers had now also begun working with the cab operators after the acquisition. With this acquisition in place; they also launched “Cashless Rides” which not only worked with the cabs on their network, but was also extended to “Auto rickshaws and Kaali-Peeli taxis” as well! And lastly, Ola recently has launched “Ola Cafe”. In simple terms, through this service one can order food, grocery, vegetables etc., and get it delivered to their households. And when you look at Ola today, it has gone on to become India’s most popular mobile app for cab booking, out-beating their competitors like Uber. To add to that, they are also the largest platform with 40,000+ cars across almost 100 cities (2015) and growing. Talking about their funding; Ola has raised a total of $676.8 Million so far from investors like SoftBank, ABG Capital, Accel Partners, Mauritius Investments, Tiger Global Management, Matrix Partners, Steadview Capital, Sequoia Capital and DST Global. Their current valuation is roughly $3.5 Billion. OLA – The market: The Indian cab market is pegged to be anywhere between $8-10bn and is forecast to grow at an over 20% annually. Most importantly, barely 5% of this market is organized and the rest of it is scattered across small to medium sized operators owning a car of their own or a few cars over time with appointed drivers. India, annually sells 2.6mn cars and over 13mn two wheelers in the personal vehicle space segment. Car ownership in India is still very low and the only known public transportation option at (any) known scale are the autorickshaws! Inspite of this, mobility is an issue and a high quality, reliable transportation option a dream for most cities in the country. Look around yourself on the roads and you’ll find most cars with one or at most, two passengers. This is not just inefficient, but also expensive in the long run for individual car owners as well as those availing of cab services.




Using technology, especially mobile, at scale has been the strategy adopted by Ola as a provider of Transportation as a Service. To put it in perspective over 8mn smartphones are bought in India every month! That means, there is an emerging medium to reach out to the Indian customer and solve basic problems like transportation for him, efficiently. OLA – Challenge: Ride sharing is an interesting area where Ola has still not set foot into. While this could be a sustainable and scalable solution, there have been no success stories in the past around this in our country. This product can potentially change the way Indian cities move and can atleast partially solve for the ‘Indian transportation problem’. There are clearly three use cases here: Ola users who are also personal car owners - enabling ride sharing for privately owned cars across the city. • Public transport users or others who do not use

a cab today only due to the entry barrier of prohibitive pricing at an individual level.

• Existing cab users who can potentially travel at a far lower fare. Why isn’t ride sharing an Indian phenomenon?

• A car is seen as something very personal, may not be something Indians are prone to share proactively.

• Privacy while travelling is a concern – travelling with strangers and the possibility of making new friends doesn’t seem very motivating.

• Predictability and planning are tough nuts to crack in the Indian context - with roads, traffic etc. adding to the woes

• Regulation, safety measures, payment system etc. create another level of barrier to adoption.

OLA - Achievements • Received the ‘mBillionth award South Asia

2013′ • Awarded as the ‘Best start-up of the year’ by

IAMAI, • Received the ‘HATT awards’ • Listed in ’30 under 30′, by Hindustan Times

and Forbes

Madlani MB. & Aherkar JK., J. Harmoniz. Res. Appl. Sci. 2018, 6(3), 177-180




Introduction: Microfinance has its genesis in the Grameen Bank founded by professor Muhammed Yunus in 1976 in Bangladesh in the aftermath of the severe famine in 1974. The model used group guarantees and peer monitoring, developed compulsory savings

mobilization among groups of poor people and had decentralized and cost effective, market oriented operations for lending to the poor. In India self Help Groups have been promoted as a channel of microfinance. SHGs were first started in the eighties by NGO who disbursed small loans to groups of poor women as tool to empower them socially, politically as well as financially. In India more than 70% of the population lives in villages and most of these villages are underdeveloped. Research and development sector in our country brings number strategies in favour of these people


SELF HELP GROUPS A POWERFUL TOOL FOR SOCIAL CHANGE :SUCCESS STORY OF SABEEYAKHANAM

Dr. Ms Minu B. Madlani and Dr.Jitendra K. Aherkar

Research Guide, Principal, K.P.B. Hinduja College of Commerce

Research Scholar, K.P.B. Hinduja College of Commerce



ISSN 2321 – 7456

Abstract: Microfinance refers to small savings, credit and insurance services extended to socially and economically disadvantages segments of society. It is emerging as powerful tool for poverty alleviation in india. India falls under low income class according to world Bank. It is second populated country in the world and around 70% of its population lives in rural area. 60% of people depend on agriculture as a result there is chronic underemployment and per capita income is only $ 3262. This is not enough to provide food to more than one individual. The obvious result is poverty, low rate of education, low sex ratio, and exploitation. The poverty reduction has become the object of unprecedented attention at national and international level. The scheme of Microfinance has been found as an effective instrument for lifting the poor above the level of poverty by providing them increased self employment opportunities and making them credit worthy. Thus the concept of microfinance gained growing recognition as an effective tool in improving the quality of life and living standards of poor people. Keywords: Microfinance, Self Help Groups, Empowerment.




every year. Implementation of these technologies in the rural sector can alleviate poverty create employment opportunities and generate good growth. However for implementing these technologies micro financing through public and private sector agencies is the need of the hour. Microfinance can be a critical element of an effective poverty reduction strategy. Improved access and efficient provision of savings, credit and insurance facilities enable the poor to smoothen their consumption manage their risks better, build their assets gradually and develop their micro enterprises. Objectives of the Research Study � To Study the scenario of SHGs ,women

Empowerment and impact on poverty reduction in India.

� To Study the Marketing of Microfinance products in India.

Role of Micro Finance Institution 1. Poverty reduction tool: Micro finance can be a critical element of an effective poverty reduction strategy. Improved access and efficient provision of savings, credit and insurance facilities in particular can enable the poor to smooth their consumption manage their risks better, build their assets gradually and develop their microenterprises. Microfinance is only a means and not an end. The ultimate goal is to reduce poverty. Government, N.G.Os and other financial institutions have introduced various welfare schemes and activities to reduce poverty. Microfinance, by providing small loans and savings facilities to those who are excluded from commercial financial services has been developed as a key strategy for reducing poverty throughout the world. 2. Women Empowerment: In rural areas women living below the poverty line are unable to realize their potential. Microfinance programmes are currently being promoted as a key strategy for simultaneously addressing both poverty alleviation and women empowerment. The self help groups of women as sources of microfinance have helped them to take part in

development activities. The participation of women in SHGs made a significant impact on their empowerment both in social and economic aspects. Micro finance can provide an effective way to assist and empower poor women, who make up a significant proportion of the poor and suffer disproportionately from poverty. 3. Self Employment: Poverty reduction through self employment has long been a high priority for the government of India. Microfinance is an experimental tool in its overall strategies. Most of poor people manage to optimize resources over a time to develop their enterprises. Financial services could enable the poor to leverage their initiatives, accelerating the process of generating income, assets and economics security. However conventional finance institutions seldom lend down market to serve the needs of low income families and women headed household. Therefore fundamental approach is to create the self employment by financing the rural poor through financial institutions. 4. SHGs- bank linkage programme: Indian micro finance is dominated by the operational approach self Help groups (SHGs). The approach is popularly known as SHG-Bank linkage model. This model is the dominant model initiated by the NABARD in the early 1990s. Today the SHG model also links the informal groups of women to the mainstream system and it has the largest outreach to micro financial clients in the world. SHGs comprise a group of 15-20 members. The groups begin by savings that are placed in a common fund. The Linkage programme combines the flexibility, sensitivity and responsiveness of the informal credit system with the technical and administrative capabilities and financial resources of the formal financial sector, which rely heavily on collective strength of the poor, closeness of effective social mobilization functions contributing to an overall empowerment process. Case Study of Sabeeyakhanam: SabeeyaKhanam is a 23-year-old unmarried




woman who lives in JC Pura, which falls under the operational area of the NGO, Janaspandana. She is an active member of Janaspandana’s local Self-Help Group (SHG), Stree Shakti. She saved Rs. 100 per month with Stree Shakti. Sabeeya has studied up to 10th class. Her family consists of her father, mother and three siblings. Her father Rashid Khan is a tailor and earns Rs. 1500 a month, which is not sufficient to feed and clothe a family of six. The family does not own any agricultural land. The local bank agreed to give small loans to deserving Stree Shakti members provided they had taken entrepreneurship training. Janaspandanaapproced ICVK and requested them to conduct an Aspiring Entrepreneurs Workshop (AEW) for its SHG members. At the workshop, Sabeeya was highly motivated. She actively participated in the training programme. Her business plan presentation in the group was very good and she won the second prize. She was also awarded a certificate of course completion. By the end of the workshop, Sabeeya had decided to start a business of making beedis out of her home. Sabeeya submitted her business plan for home based Beedi making unit to the local bank and received a loan of Rs. 15000 from the bank. Stree Shakti Sangha stood as the guarantor. Sabeeya started home based Beedi making unit in JC Pura. Her family helps her in making beedis. Day by day her business grew. As of now, Sabeeya makes a profit of Rs. 6500-7000 per month. She has repaid the bank loan in monthly installments. Thanks to Sabeeya’s business, the financial situation of the family is very much improved and they are able to meet their day-to-day requirements quite comfortably. Scenario of SHGS , Women Empowerment And Impact of Poverty Reduction: The Case study have shown that on the whole, the SHG programme has resulted in positive developmental outcomes and also lead to women’s empowerment. Linking SHGs with bank finance has been identifies as a key tool

towards achievement of holistic inclusive growth. A Study on Commercial aspects of SHGs bank linkage programme in India commissioned by NABARD indicated that some of the intangible social benefit due to the vibrancy of the SHGs movement was the self confidence among women, empowerment in community development, improved women’s literacy drastic increase in school enrolment decline in population growth vaccination of children improved sanitation and drinking water, changes in the attitude of men, reduction in smoking and drinking, voicing of objection against child marriage and the practice of dowry. Marketing of Microfinance Products In India 1. Contract Farming and Credit Bundling: Banks and Financial institutions have been partners in contract farming schemes, set up to enhance credit. Basically this is a doable model. Under such an arrangement, crop loans can be extended under tie-up arrangements with corporate for production of high quality produce with stable marketing arrangements provided and only provided- the price setting mechanism for the farmer is appropriate and fair. 2. Agri Service Centre – Rabo India: Rabo India Finance Pvt Ltd has established agri service centres in rural areas in corporation with a number of agri input and farm services companies. The services provided are similar to those in contract farming but with additional flexibility and a wider range of products including inventory finance. Besides providing storage facilities each centre rents out farm machinery, provides agricultural input and information to farmers arranges credit, sells other services and provides and forum for farmers to market their products. 3. Non Traditional Market: Similarly, Mother Dairy Foods Processing a wholly owned subsidiary of National Dairy Development Board (NDDB) has established auction market for horticulture producers in Bangalore. The Operations and Maintenance of the market is done by NDDB. The project with an outlay of




Rs 15 lakh, cover 200 horticultural farmers associations with 50,000 grower members for wholesale marketing. Their produce is planned with production and supply assurance and provides both growers and buyers a common platform to negotiate better rate. 4. Apni Mandi: Another innovation is that of The Punjab Mandi Board, which has experimented with a farmers market to provide small farmers located in proximity to urban areas, direct access to consumers by elimination of intermediaries. This experiment known as ApniMandi belongs to both farmers and consumers who mutually help each other. Under this arrangement a sum farmer get 5 crates at a subsidized rate. At the mandi site the Board Provides basic infrastructure facilities. At the farm level extension service of different agencies are pooled in. These include input subsidies better quality seeds and loans from banks. ApniMandi scheme provides self employment to producers and has eliminated social inhibitions among them regarding the retail sale of their produce. Conclusion: The evolution of women leadership in community and village activities is another observed phenomenon. This has in turn also fuelled women’s participation in local self-government. Rural development and poverty reduction are commonly related to the issue of rural employment. Rural household livelihood strategies comprise several options, including farming and non-farm activities, local self-employment and wage employment and migration. Microfinance has proven to be an effective and powerful tool for rural development tools. It has sufficiently penetrated the poorer strata of society. The poorest form the vast majority of those without access to primary

health care and basic education; similarly, they are the majority of those without access to microfinance. Microfinance is one of the ways of building the capacities of the poor and developing them to self-employment activities by providing financial services like credit, saving and insurance. To provide microfinance and other support services, MFIs should be able to sustain themselves for a long period. There are so many schemes for the development opportunities through micro finance is one way of attacking poverty and solving the problems of unemployment. The MFIs channel of credit delivery coupled with the national level programme of SHG-Bank Linkage, today, reaches out to millions of poor across the country. References 1. Devaraja, T.S, 2011. “Microfinance in India – A Tool for Poverty Reduction” 2. Chakrabarti, R and S. Ravi , 2011. At the crossroads microfinance in India. Money and Finance Forthcoming. 3. Muhammad, S.D, 2010. Microfinance Challenges and Opportunities in Pakistan. European Journal of Social Sciences, 14(1) 88. 4. Ghate, P, 2008, Microfinance in India : A state of the Sector Report, 2007, Microfinance India Publication New Delhi. 5. Thorat, Y.S.P, 2006, Microfinance in India; Sectoral issues and challenges Toward s a sustainable microfinance outreach in India pp; 27-42 6. www.ifmr.ac.in 7. www.books.google.com 8. www.indiamicrofinance.com 9. www.seepnetwork.org

Kadam P. V. et al., J. Harmoniz. Res. Appl. Sci. 2018, 6(3), 181-188




Introduction: The Indian economy has undergone drastic changes since independence.

India’s strategy for economic development under Jawaharlal Nehru, its first prime minister, placed faith in import substitution—the replacement of imported products with domestically produced ones. This protectionist stance was adopted with an aim to achieve national economic self-reliance and rapid


START-UPS IN INDIA---- A MACRO PERSPECTIVE

Dr. Prashant Vithal Kadam, Miss. Sunita Gurav, Miss. Natacia Noronha & Miss. K. Jayapriya .M

Department of Economics, Dnyanprassarak Mandal, s College & Research Centre Assagao-Bardez-Goa

Review Article


ISSN 2321 – 7456

Abstract: India is a technologically developing south Asian country. It is third in terms of its Purchasing Power Parity and 7th largest country by area. The increasing digitization of the Indian economy over the last decade or more has brought India on the world map of IT and ITeS. The increasing contribution of the software industry in the total service exports has mandated the government to come up with defined reforms in the technological field. The unemployment problem however has deprived the economy and the nation from the efficient use of its human capital. The entrepreneurial talents of the vast populated country has never been explored or tapped properly. This has also resulted into a huge brain drain in the past. The government of India took proactive measures for the techno savvy firms and industries. This was further supplemented by the, “Startup India, Stand up India” on 15th August 2015 to promote Bank financing for start-ups and offer incentives to boast entrepreneurship and job creation. All these measures were initiated towards creating an efficient, dynamic and innovative class of entrepreneurs. The paper has explored the international dynamisms of India to gear towards its ventures of Startups in India. It has also analysed India’s preparedness in its startups programs, its failures etc. and the technological readiness in terms of select parameters such as internet connectivity, subscriptions and etc. This paper is aimed at analyzing about the growth and prospects of Startup systems in India. Keywords: Startups, Technology, Connectivity, Entrepreneurship, Competitiveness




development through domestic heavy industry and temporary economic isolation. Despite some gains, these policies did not come without costs. While India did manage to create indigenous technological capabilities, the country’s overall economic output and total factor productivity growth took a beating, as Nehru’s emphasis on import substitution led to entrenched interest groups and rigid policymaking processes that placed constraints on economic efficiency. It has changed itself from a sluggish protected economy to a more liberalized economy, especially since the 1991 economic reforms. The reforms laid a strong economic base for the innovative driven economy. The FDI showed an increasing trend. The country slowly and gradually started converting herself from an underdeveloped economy to an emerging economy. It started achieving several milestones in terms of the improvements in various economic parameters such as the ease of doing business, HDI, literacy rate, internet connectivity, infrastructure development and etc. These changes also to some extent improved the Balance of Payment Position of India. India emerged on the map of the international competitors along with China, United States, United Kingdom, Ireland etc. E-commerce, broadly defined as the buying and selling of goods and services, and the transmitting of funds or data over electronic platforms, has been growing rapidly. Global retail e-commerce sales, which stood at $1.9 trillion in 2016, are projected to reach nearly $4.1 trillion— 14.6 percent of total retail spending—by 2020. A recent study predicts that India’s e-commerce revenues will grow from $30 billion in 2016 to $120 billion by 2020.This was followed by an important step towards forming of startups programs to boost entrepreneurship in India. This has given a boost to the entrepreneurs to grow in the respective field. India needs annually 10 million jobs. As per a global study, it was found that small organizations or start-ups are providing more jobs than the big names in the market. The latest report by industry body

NASSCOM and Zinnov, analyses the current scenario and emerging trends across the various dimensions that define the Indian start-up ecosystem, and gauge India’s position as a global start-up hub that is becoming attractive for investors, start-ups, & corporates. As per the statistics given in the report, the number of active investors in the ecosystem has grown from 220 in 2014 to 490 in 2015, depicting a 2.3X growth. Further, 8 out of every 10 top VC/PE Firms in India are foreign, and global investment in the Indian ecosystem is leading to an increased FDI. India serves as the fastest growing start-up-base worldwide and stands third in technology driven product start-ups just after US and UK respectively. Review of Literature: Jain Surbhi (2016) examined the growth and prospects of Startup systems in India. The study stressed on building an entrepreneurial environment with proactive support from the government, big corporate and educational institutions which can provide a culture for startups in India. Mentor programmes, innovative essay competitions, workshops, seminars should be organized by the government and universities. Sinu M (2017) examined the contribution of start-ups to economic growth by way of employment generation and its impact on GDP. The study stressed on the need for governmental supportive measures to promote startups not only in India but also across the globe, as well as create policies that are start-up friendly so that Indian start-ups get a major boost and they can further create better employment opportunities for the youth of the nation. Dutta Akanksha (2016) analyzed the startup programs of India and the measures taken by the government in the direction of starting the startups. The study stressed that for any new idea to become successful venture it requires appropriate support and mentoring. Kamaldeep Kaur (2017) examined the major difficulties faced by startups in India and discussed the various opportunities of startups in India by using a literature-based analysis. The




study observed that amidst the funding crisis for the startups, the government should play a proactive role in the promotion of startups. Omid Sharifi & others (2015) examined the main difficulties faced by startups in India, and discussed the financing resources of startups in India by Using a literature-based analysis. The study found that most of the startup companies face the biggest challenge in terms of the availability of the credit in running the startups. Shailja Badra & others (2016) evaluated the developments of startups in India in relation to the other advanced nations such as United States, China and etc. The study emphasized that making capital more accessible and cheaper, easier patent filing, giving research and development credits, and easier entry and exits will be necessary for the success of Startup India. Most of the literature on the startups have emphasized on its contribution towards the economic growth and the GDP of the nations. Various obstacles at the national level have been analysed which have been presumed to inhibit the success/failures of startups. The concept of startups has come to stay, but the need of the hour seems to be a proper channel in terms of timely guidance and the proactive support from the government of India. The studies have not analysed the macro aspect of the startups in India vis-à-vis other countries. Objective of the Study

� To have a macro understanding of the startups ventures of India

� To analyse India’s preparedness in promoting startups as a tool of building entrepreneurship.

Research Methodology: This study is mainly based on the secondary data. These data are collected from various Websites, journals, reports and newspaper articles. The study is descriptive & conceptual in nature.

Scope for Startups in India: In 2006, the combined share of India and China in global deal value was only 2 percent. Today, India and China account for close to one-fourth of global deal value. In barely a decade, India has become the world’s third-largest startup ecosystem. A Nasscom report estimates that India may have 11,500 startups by 2020, up from 4,200 startups today. India’s startup infrastructure is also growing rapidly, at 40 per cent every year. According to Niti Ayog and Tracxn, there are over 280 incubators, accelerators and co-working spaces in India. Still, India’s startup ecosystem has a long way to go. In 2014, according to Nasscom, India had only 300 angels, whereas US had 3, 00,000 angels. In the same year, there were only 156 VCs in India, while there were over 1,300 VCs in the US. India has only 10 unicorn companies, though nearly one-sixth of the world population lives in India – the US has 98 unicorns. India even lags behind in many parameters as compared to china. However the year 2018 holds many expectations for the growth of startups in India. Its scope is briefly stated as follows:

a. Healthtech According to an IBEF report, the overall Indian healthcare market is estimated at $100 Bn. It is expected to touch $280 Bn by 2020, growing at a CAGR of 22.9%. As per Inc42 Data Labs, healthtech startups in India cumulatively raised about $338 Mn across 107 deals till November 2017.According to the latest edition of the NASSCOM-Zinnov report, healthtech is currently one of the most promising sectors in the Indian startup ecosystem along with fintech and ecommerce/aggregators. Witnessing a 28% YoY growth in 2017, the number of healthtech startups grew to an estimated total base of 320 startups. Almost 31% of healthtech funding went towards artificial intelligence, IoT, and analytics. However, 2018 is likely see smart wearable’s being used increasingly for sleep, heart and cholesterol tracking and so on. More and more startups will likely turn to genetics and




gene therapy to develop effective treatment solutions. b. Logistics Poised to touch $307 Bn by 2020, the Indian logistics sector has always been crucial to the country’s infrastructure and economic development. In recent years, an army of tech-enabled startups has emerged in the country, thereby bringing innovation and disruption into the mainstream. Players like Flipkart, Snapdeal, and Amazon etc. in terms of their in-house logistics services have plugged the gaps in the fragmented and unorganised logistics industry. The technological intervention introduced by these startups has, in turn, paved the way for dramatic improvements in productivity, transparency, end-to-end visibility, warehouse and yard management, fleet management, fuel cost management, customer relations and accessibility, real-time tracking and accountability. Equipped with advanced technologies like IoT, Big Data, artificial intelligence and machine learning, the logistics sector jumped 19 places in the Global Logistics Performance Index from 54 in 2014 to 35 in 2016 (World Bank, 2016). Though the year 2017 witnessed a discernible growth in funding at later stages, but compared to 2016, the sector saw a 52% drop in deals and funding at Seed and early stages, which could mean that investors are keener on driving the Indian logistics sector to a stage of maturity. In 2018, the emphasis will be on integrating new and advanced technologies to fill the existing gaps in the supply chain, especially in tier II and tier III regions of the country. Fintech: Digital technology provides a low-cost way for people in developing countries to send money to each other, buy and sell goods, borrow and save as long as the financial-regulation environment is supportive (Bill Gates, co-founder and former CEO of Microsoft). In India, the need for technological disruption in the banking sector is all the more acute, given that over 19% of the country’s population is still unbanked. The government’s enthusiastic

promotion of cashless technologies – digital wallets, Internet banking, the mobile-driven point of sale (POS) and others have restructured the financial sector, thereby breaking the monopoly of traditional institutions like banks. Further, the demonetization drive of the government also gave a boost to the financial startups in the country. At present more than 500 financial startups operate in India with the aim of having financial inclusion in the country. Further a number of related startups has also emerged in different sub-sectors of fintech, such as in loan and insurance, mobile-based Point of Sale (POS) providers, alternative lending, among others. According to Inc42 Data Labs, the Indian fintech sector reported 102 funding deals this year till November, worth $2.59 Bn. Further the payment banks have also emerged. It also saw an India-based startup Indi coin, going for an Initial Coin Offering (ICO). However, it should be noted that, in India, there isn’t much clarity on this, since the government doesn’t seem to be in favor virtual currency. Travel Tech: The travel and tourism industry of India is currently ranked 7th globally in terms of its contribution to the GDP. The domestic travel accounted for a staggering 88% of the total revenue generated by the tourism sector in 2016.According to a Google India-BCG report, the country’s travel market (both offline and online) is expected to become a $48 Bn industry within the next three years. This has greatly encouraged travel tech startups in India. As per an IBEF report, the online travel space will likely account for 40% to 50% of total transactions by 2020.Despite this enormous potential, the Indian online hotel booking sector has a penetration of only around 19%, according to a report by Deutsche Bank AG. Most customers in Tier II and Tier III cities around the country still prefer to book hotels and accommodations through offline means in the travel space. According to Inc42 Data Labs, the online travel sector saw a total funding of $790 Mn through 30 deals up to November 2017. Further, one of the biggest consolidations in the




Indian online travel industry took place in October 2016, when MakeMyTrip merged with Ibibio, the valuation of which stood at $1.8 Bn. (Report by Morgan Stanley) EdTech: Lack of quality education is one of the biggest shortcomings that the Indian government is still struggling to overcome. Indian edtech startups are working to enhance access to affordable quality education across primary, secondary and higher levels. However, the dynamics of the edtech sector are very different as compared to other sectors like ecommerce. Although there is an enormous market to cater, edtech startups in India are currently held back due to inadequacies in infrastructure and awareness. But in 2017, the country’s education market underwent substantial growth, with a lot of startups expanding into tier II and tier III cities in order to create a social impact. Instead of focusing on the academic curriculum, a number of startups are now working to provide personality development and career counseling services. However, online education is expected to grow 8x in the next five years (report by Google, KPMG). This is likely to have a significant impact on the edtech market that has a potential to touch $1.96 Bn by 2021 from where it stands now i.e. $247 Mn. Further, as per Inc42 Data labs, the sector saw a total infusion of $165.5 Mn through 48 deals till Nov As per a report by Google and KPMG, India currently has 234 Mn Indian language users online, compared to 175 Mn English users. In 2018, edtech startups will focus on e-learning to semi-urban and rural areas across the country. By leveraging vernacular languages, these startups are looking to make education more accessible to the masses. Education is of paramount importance in a developing nation like India. While the government’s slogan of Digital India is slowly taking shape, with fintech and big data segment (among others) benefiting from the move and investors’ sentiments going in the positive direction for edtech, the future looks bright for the sector.

EnterpriseTech: Enterprise tech, as a sector, is moving forward in India with businesses getting more specialised help from SaaS and ERP management startups. With technological advancements in India, numerous SMEs are now leveraging SaaS and related technologies to optimize their overall performance. In 2017, the two giants Zoho and Fresh works contributed with over 4,000 total employees and combined revenue of over $350 Mn. As per Inc42 Data labs, Indian enterprise sector received a cumulative funding of $525 Mn in 129 deals till November 2017.The Indian SaaS/enterprise software market currently accounting for 9% of all software sales is expected to reach $1 Bn by 2020. Consumer Services: A consumer service, as in hyper local food and grocery delivery, has been the hottest ticket in the Indian startup ecosystem since 2015. Though it saw a slum in 2016, it recovered in 2017. As per a Goldman Sachs report, the Indian online grocery market is estimated to reach $40 Mn (INR 270 Cr) by FY19 growing at a CAGR of 62% from 2016 to 2022. Morgan Stanley expects the online food and grocery segment to become the fastest-growing segment, expanding at a compounded annual growth rate of 141% by 2020 and contributing $15 Bn, or 12.5%, of overall online retail sales. This has made many players to enter the market, which in turn has saturated the market thereby may possibly pave the way for corporate consolidation in 2018. Deep Tech: Artificial intelligence and Big Data were the significant sectors that emerged in the Indian startup ecosystem in 2017. Globally, revenues from the big data and analytics industry are expected to soar from $130.1 Bn in 2016 to $203 Bn by 2020 growing at a CAGR of 11.7%, as per a report by International Data Corporation (IDC). According to a study carried out by Analytics India Magazine and Analytix Labs titled ‘Analytics India Industry Study 2017’, the sector is currently generating $2.03 Bn in yearly revenues in India alone. Growing at a compound annual growth rate of 23.8%, the




market for big data and analytics is slated to almost double by 2020. On the other hand, globally, the AI sector is poised to grow to $16.06 Bn by 2022.In 2018, deeptech startups leveraging AI and Big Data are expected to develop 3D modeling solutions for better monitoring of warehouses and retail floors. There will also be the increased cross-sector application of AI in healthtech and fintech. Furthermore, deeptech will find use in defense and agritech for building efficient computer vision and mapping solutions. Macro Perspective of Startups: India has been late entrant in the system of startups. Unlike other countries such as Singapore, United States, Germany, China etc., it has however picked up very fast in the race of the ecosystem of startups initially. Though as per many reports and writings, India has been hailed as an emerging leader in the ecosystem of startups, it has been lagging behind in the overall parameters, which are believed to influence the investments of venture capitalists in the startups. Initially, since 2015, the funding showed a rise, but in 2016, there was a decline in the funding of the startups accompanied by many failures. In 2017, however, the situation has improved marginally. There was a record $13.7 billion being invested into the Indian startup ecosystem across 820 deals in 2017. However, 2016 and 2015 saw a larger number of deals, at 1,034 and 913 respectively. Thus there has been dynamisms in the global set ups of startups of India as compared to other countries. There has been a shift in the investments in startups from India to other countries on account of many factors such as political environment, infrastructure, cost of living index, innovations etc. A brief analysis is made of the various parameters influencing the ecosystem of startups at the macro level. The select parameters have been taken from the Network Readiness Index, also referred to as Technology Readiness, measures the propensity for countries to exploit the opportunities offered by information and communications technology (ICT). The Quality

of Life Index, Purchasing power Index and the Cost of Living Index has also been analysedto know India’s relative position with the countries as shown in Table 1 Table 1 India’s Position in the Indexes (2018) Countries QLI PPI C LI Germany 190.04 125.01 74.35 Australia 188.7 122.98 84.3 US 180.56 127.62 72.95 Spain 174.92 90.67 61.75 Canada 173.9 118.92 72.48 UK 171.89 108.54 75.45 France 166.22 101.21 83.86 India 122.09 79.27 26.88 Indonesia 112.89 37.49 39.74 Brazil 100.13 41.55 51.33 Netherland 191.25 109.48 82.69 Singapore 150.45 95.89 91.4 Malaysia 116.05 72.98 44.72 Russia 103.32 51.11 43.89 China 99.43 72.28 44.56 QLI-Quality of Life Index, PPI – Purchasing Parity Index, CLI-Cost of Living Index Source: Numbeo.com Table (1) shows that India has been lagging behind in terms of her quality of life Index as well as purchasing parity Index. But compared to china its position is much better. However in terms of cost of living index, India has a better index at 26.88 as compared to 44.56 (China) and 91.40(Singapore). It should be noted that apart from this indexes, there are certain other parameters which also plays an important role in determining the success of the ecosystem of startups. Table (2) explains India’s relative positioning in terms of her environment (political & Business), infrastructure & digital content, ICT usage and the economic impact. These factors do equally play a significant role in the promotion of the startups. Talent expressed in terms of the skills also does play an important role in attracting the venture capitalists towards the funding of the startups in the initial and the later stages. Singapore is the




classic example where talents have played an important role in her ecosystem of startups. Table 2 Parameters influencing the Ecosystem of startups (2017)

P&Re-Political & Regulatory Environment, B & Ie- Business & Innovation Environment, In & Dc- Infrastructure & Digital content, Aff- Affordability, Iu – Individual Usage, Bu – Business Usage, Gu – Government Usage & Eco I – Economic Impact Source: World economic Forum, Network Readiness Index, 2017. Table (2) clearly shows that though India’s performance has been satisfactory in terms of her political & regulatory environment and excellent in terms of the affordability, but its performance has not been satisfactory in terms of Business & environment infrastructure, skills (talents) & individual usage. Infact India’s position in the index has come down for the fourth consecutive year in a row, from 89th in 2015, 83rd in 2014 and 68th in 2013. Its overall position has been 91st out of 139 countries. Table (3) indicates India’s relative positioning overall in terms of her ranks and the index Values

Table 3 India’s Rankings at Glance Parameters Index Rank/139

Environment sub-Index 3.7 91 Political & Regulatory environment 3.7 99 Business & Innovation environment 3.7 78 Readiness sub-Index 4.4 88 Infrastructure & digital content 2.6 114 Affordability 6.6 8 Skills 4.1 101 Usage Sub-Index 3.3 103 Individual Usage 2.1 120 Business Usage 4.1 75 Government Usage 4.1 59 Economic impact 3.1 80 Source: World Economic Forum Further, as per the Global Competitiveness report of 2017-18, India has shown marginal improvements in infrastructure (66th, up two), higher education and training (75th, up six), and

Countries P &Re B & Ie In. & Dc Aff Skills Iu Bu Gu Eco I Singapore 5.9 6 6.6 5.3 6.5 6.4 5.4 6.3 5.9 UK 5.7 5.5 6.3 5.7 5.8 6.6 5.2 5.4 5.3 Switzerland 5.6 5.4 6.8 5.4 6.4 6.6 6.1 4.5 6.1 Australia 5.4 5.1 7 5.6 6 6.3 4.8 5 4.7 Canada 5.4 5.5 7 5.6 6.1 5.7 4.9 5.1 5.2 Germany 5.4 5 6.6 5.6 6.1 6.2 5.8 4.8 5.4 US 5.2 5.5 7 6.4 5.8 6.2 5.9 5.4 5.8 Malaysia 5.1 5.2 4.2 4.7 5.4 5.1 4.7 5.5 4.1 Spain 4 4.8 5.4 5.9 5.3 5.6 3.9 4.7 4 China 3.9 3.8 3.3 5.5 5.4 3.9 3.9 4.6 3.8 Indonesia 3.8 4.4 2.9 5.9 5.1 3.3 4.1 3.9 3.1 India 3.7 3.7 2.6 6.6 4.1 2.1 3.6 4.1 3.1 Russia 3.6 4.5 4.7 6.6 5.4 5.3 3.6 4.4 3.7 Brazil 3.4 3.4 4.5 6.2 4.5 4.8 3.7 3.6 3.1 France 4.8 6.3 5.2 5.9 6 5 5.3 4.9




technological readiness (107th, up three), reflecting recent public investments in these areas. Performance also improves in ICT indicators, particularly Internet bandwidth per user, mobile phone and broadband subscriptions, and Internet access in schools. The quality of institutions has increased further, especially in terms of efficiency of public spending (20th), but the private sector still considers corruption to be the most problematic factor for doing business in India. But there is a need for greater penetration in the domestic market and the increase the pace of reforms in the ecosystem of startups. Conclusions: India has been still struggling with its literacy levels as 1/3rd of its population is not enrolled in secondary education. Only 15 out of 100 households have access to the Internet and mobile broadband remains a privilege of the few, with only 5.5 subscriptions for every 100 people. This is in spite of the fact that affordability has long been one of the strengths of the Indian ICT ecosystem. The economic parameters have given a strong signal for the entrepreneurs to create innovative propositions and not me-too products. There is a need for more liberalized tax regime as many companies have shifted overseas (US/Singapore) to avoid the angel tax net. The lack of funding has also impeded the growth for companies, and angel investors have become wary. However, the Government of India’s Fund of Fund startups is committed to several venture funds. This should bring more money into the startup ecosystem and encourage entrepreneurs to get started. A more pro-active approach will be the need of the hour if India has to gain

supremacy in the ecosystem of startups in the years to come. References: • Badra, S., & Sharma, V. (2016). Startup

India - New Opportunities for the Entrepreneur. 3rd International Conference on Recent Innovations in Science Engineering & Management, (pp. 1473 - 1476). Srikakulam.

• Dutta, A. (2016). Startup Initiative. IOSR Journal of Business and Management, 93-97.

• Jain, S. (2016). Growth of startup ecosystems in India. International Journal of Applied Research, 2(12), 152 - 154.

• Kaur, K., & AP. (2017). Startup India: Challenges & Opportunities. Journal of Social Science Research, 11(1), 2318 -2321.

• Klaus Schwab. (2017-18). The Global Competitiveness Report. Geneva: World Economic Forum.

• Kumar, k. (2015). Indian Online Startup: Can They Stay Up Against The World. International Journal of Advance Research In Computer Science & Management Studies, 3(4), 236-244.

• M., S. (2017). A Study on the Contribution of Startups in the Economic Development of India. International Journal of Commerce, Business and Management (IJCBM), 6(2), 72-81.

• Rawat, D. (2016). Startups India - An Overview. ASSOCHAM.

• Sharifi, O., &Hossein, B. K. (2015). Understanding the Financing Challenges faced by Startups in India. International Journal of Science, technology & Management, 4(1), 264 - 272.

Wadhwa M., J. Harmoniz. Res. Appl. Sci. 2018, 6(3), 189-193




Introduction: Started by classmates Sagar Daryani and Binod Kumar Homagai, Kolkata-

based Wow! Momo aims over 300 outlets by 2019. Starting from a garage in Kolkata, Wow! Sagar Daryani would spend many-an-hour doodling logos, and come up with alternatives for various well-known brands. Hailing from a middle-class family, though he was interested in the exercise of building brands, doing so seemed a distant dream due to lack of capital.


A MOMOLICIOUS START UP – “WOW MOMOS”

Ms. Manpreet Wadhwa

R.D. & S.H. National College, Bandra West, Mumbai 400050.



ISSN 2321 – 7456

Abstract: It is difficult when it comes to food. Especially when you think of introducing something in the market that is already invented, created, easily available. But this start up story makes one believe that you just need some courage and one idea to be successful. Yes! Just an idea can make you successful. Wow Momos is that idea. Wow! Momo is a chain of fast food restaurants headquartered in Kolkata, specializing in Momos, a dumpling popular in Nepal and parts of Tibet and India. It was established in 2008 by Sagar Daryani and Binod Homagai, alumni of St. Xavier's College, in Kolkata. It has spread across the city to Chennai, Pune, Bengaluru, Kochi, Delhi NCR, Mumbai, Bhubaneshwar. The brand has grown rapidly to become the country's largest momo chain in terms of volumes, turnovers & innovations. Their menu caters to 12 different flavors of momos available in steamed, fried & pan fried formats largely in white & brown flour variants. They have smartly innovated & invented to create Sizzler Momos, MoBurg (Momo Burgers), Momo Chats etc. And to top it all, even their dessert is a 'Chocolate momo. The research article gives a breif about the man behind wow momos. His hard work in making the brand so successful. A brand that as very recently raised its 1st Round of Investor Funding of over 2 Million USD at a 100 Crore Valuation from The Indian Angel Network (IAN) in just a decade. Key terms- Wow Momos, Food, Start up.




When Sagar and his classmate Binod Kumar Homagai were in the final year of graduation at St Xavier's College, they sure they would not pursue an MBA or study chartered accountancy. “Unfortunately for us, we were very poor with numbers and to crack an exam like CAT, one needs to be good at Math. So, we knew we could not do well in CAT and get into a good B-School,” says Sagar. During this time, they figured that apart from capital, another way to create a brand would be to build a best-in-class product. Ideating on business plans took up several study sessions and the common thread for them all was hunger pangs, often satiated by instant noodles or momos. Sagar, Co-founder Wow! Momo Momos instead of burgers and pizzas? “It occurred to us that if we can have places selling pizzas and burgers, why could we not have Momo places?” says Sagar. This is how Wow! Momo was born. Sagar and Binod started Wow! Momo with steamed momos, and soon came up with 12 different varieties, some of them being chicken, chicken and cheese, schezwan, and prawn. For vegetarians, the offerings include corn, and corn and cheese, among others. Steamed momos were easy enough to do, so the team introduced a pan-fried variety. Momos were fried in different sauces making the offering spicy or sweet or sour, essentially flavours that would suit the Indian palette. “We managed to Indianisemomos. The pan-fried momos became a huge USP for us. The idea is that people take a bite, and say wow! Hence the name Wow! Momo,” says Sagar. Beginning from scratch: To set-up their first outlet, Sagar and Binod approached the supermarket chain Spencers to set up a stall. In the initial days, Sagar would wear a Wow! Momo T-shirt and approach every person entering the store, and ask them to sample the momos. Fresh graduates, the duo had no resources and began with borrowing Rs 30,000 from their

parents as initial capital. Sagar also managed to rope in part-time chef Ramji KC who was working at a small restaurant in the city. “Paying him a part-time salary of Rs 3000, we would get him to come to my father’s garage, which worked as a makeshift kitchen to make the momos for Wow! Momo,” adds Sagar. On the first day, the team’s sales were Rs 2200, and by the end of the month, had touched Rs 53,000. Today, Chef Ramji works full-time for Wow! Momo, and is the head chef with a salary of Rs 1.5 lakh a month. An early start: In the early days, Sagar would begin his day at 5:30 in the morning and buy the raw materials like chicken and vegetables on his bicycle. To ensure the momos would be transported fresh, the duo would carry them in hot cases to Spencers. “While coming back, since the crates were empty, we would walk to save money. Now we have a fleet of 50 vehicles. It has been a journey for us. We always believed that Re 1 saved was Rs 5 earned. We did quite well at Spencers and they noticed that, giving us another location in the best mall at Kolkata with the biggest Spencers.” A plate of momos from Wow! Momo sells for Rs 40 and the second stall opened in Kolkata’s South City Mall four months after the first. The South City Mall store marked a game changer for Wow! Momo. The team claims it moved from a revenue of Rs 50,000 a month to Rs 9 lakh. With the additional income, the team hired more people and invested in R&D for their products. Forget the burger, welcome the MoBurg: Wow! Momo next decided it would deep-fry momos, and started charging Rs 10 extra for pan-fried momos and Rs 20 extra for deep fried momos. It was now about converting a snack into a meal. Sagar adds the team was fascinated by how other fast food joints made burgers and pizzas into a meal and sought to do the same. They came up with the concept of Momo burgers, called MoBurg.




Two pieces of fried momos were put between burger buns and served with red sauce, green Dhaniya sauce and mayonnaise to make a burger. Expansion: Wow! Momo went on to build a small team around Chef Ramji, helping him to prepare the stuffing and with the folding. When it came to handling the store, it was initially only Binod and Sagar, but others were soon hired. “I had this favourite Subway outlet in Kolkata, where I knew the employee who made my sandwich very well. I went there, offered him a job and recruited him immediately. When you get one good employee and offer him a chance at growth, you automatically enhance your brand in the eyes of other employees,” adds Sagar. Initially, the Wow! Momo team did not focus on operation costs because the team knew its strengths, and wanted efforts to be directed towards building Wow! Momo as a brand. “We did not focus on our backend. We realised that only if our frontend is strong, with sales being high and revenue coming in, could we invest in R&D. We played it very wisely, and took it one step at a time,” says Sagar. After Spencers, the team approached Big Bazaar and Pantaloons. Today, Wow! Momo has over 130 outlets in nine cities. It works in a hub-and-spoke model with a central kitchen in each city. The company has over 700 people employed in backend productions, and over 900 people managing the storefronts. The team follows a standardised recipe and cooking methodology. The growing food business: The food business is slowly picking up in India, and while investors believe the business is operationally intensive, some tested and proven models continue to thrive and grow. This year, food-delivery platform Swiggy raised Series E funding of $80 million led by Naspers. The company also launched its cloud-kitchen business. In the QSR segment, Faasos raised $6.4 million funding in April. Wow! Momo has also raised Series B funding of Rs 44 crore led by Lighthouse Funds and IAN at

a valuation of Rs 230 crore. The company is also looking at an IPO in the next six to seven years. Currently, it aims to open over 1,000 Wow! Momo stores across the country. Sanjeev Bikhchandani, founder of Naukri.com and lead investor in Wow! Momo on behalf of IAN since 2015, adds the company has sustained positive cash flows in geographies where it has achieved economies of scale. Wow! Momo, the Kolkata-headquartered branded momos chain, today announced that it has raised Series B funding of Rs 44 crore led by Lighthouse Funds and IAN at a valuation of Rs 230 crore. Sagar Daryani, Co-Founder and CEO at Wow! Momo, said the current round of funding will be used for expansion and building of backend infrastructure of the brand. In a press announcement released by the company, Sagar added that their main aim is to build India’s version of McDonalds’ and grow globally. The team is also looking at an IPO in the next six to seven years. Currently, it aims to open over 1,000 Wow! Momo stores across the country. The IAN and Wow! Momo teams. With this round of funding, some of the IAN investors have exited with an IRR of over 50 percent in less than 18 months. Some of the initial investors, who decided to sell their shares in part as well as completely to Lighthouse, even saw a return of 106 percent on their initial investment. This happened in a period of less than 18 months as part of a secondary deal in the current transaction. Sanjeev Bikhchandani, founder of Naukri.com and lead investor at Wow! Momo on behalf of IAN since 2015, adds that Wow! Momo has sustained positive cash flows in geographies where it has achieved economies of scale. Lighthouse Funds is known for its investments in several companies—Fabindia, Cera Sanitaryware, Xseed Education, Bikaji Foods, and Kama Ayurveda, to name a few. SachinBhartiya, Partner at Lighthouse said the investors believe Wow! Momo presents a great




opportunity to participate in the fast-growing Indian food services space, which is witnessing strong demand-side tailwinds. He added that Wow! Momo has been successful in building an agile and profitable model while delivering consistency in quality, taste, and service. “This is the reason Wow! Momo has demonstrated phenomenal growth and earned a fan following in such a short span,” says Sachin. This is the second investment in the food sector in the past two months. Swiggy, the food-delivery platform had raised Series E funding of $80 million led by Naspers. The company had also launched its cloud-kitchen business. In the QSR segment, Faasos also raised $6.4 million funding in April. The food business seems to be slowly picking up. While investors still seem to believe that the business is operationally intensive, some tested and proven models continue to thrive and grow With a $16M valuation, Kolkata-based Wow! Momo raises funding from IAN Indian Angel Network (IAN) announced its investment in Kolkata-based ‘Wow! Momo’, valued at over $16 million. In 2008, two friends, Sagar Daryani and Binod Homagai, from Kolkata conceived the idea of turning 'momos' into a diversified product category with versions appealing to different tastes. They had an operational start up before their exam results were announced. In its early days, the venture was bootstrapped with an initial investment of Rs.30,000. They have ploughed back their profits to grow into a restaurant chain of over 50 outlets across six cities, which include Kolkata, Bengaluru, Pune, Chennai, Kochi, and Delhi. Their product line comprises momos, thukpa, and meals. They serve 11 different flavors of momos available in steamed, fried, pan-fried, sizzler, and baked variants. With their business model being studied as a case study at various organizations and B-Schools, they consider their mantra for success to be constant product innovations like chocolate

momo, MoBurg, sizzler momos, and baked momo au gratin etc. Sagar and Binod’s mission is to make their products the food for all occasions and create a niche market not only for the masses but also for the upper and middle classes. The growing middle class currently accounts for the bulk of the company’s business. Sagar, Co-founder of Wow! Momo, said, The investment has been raised from IAN for expanding our business across cities, strengthening our presence in the current cities, improving our product range and services, enhancing customer experience and strengthening our core team. By creating a national presence while maintaining the quality of the food we serve, we intend to be the world’s largest chain of momos, creating employment and adding value to the economy and society as a whole. Wow! Momo plans to expand to 60 more outlets over the next two years. Sagar and Binod are looking forward to leverage the strategic insights and the network of their investors, which include Sanjeev Bhikchandani, Saurabh Srivastava, Ashvin Chadha, Ajai Chowdhry, Kris Gopalakrishnan, Raman Roy, and Anand Ladsariya, amongst others. As a part of this round, IAN will look at nurturing the venture and the team to scale-up and standardize their offerings. They also plan to launch a new product line of 'healthy foods'. Ashvin Chadha, an IAN Investor and board representative, commented, "Food and Hospitality sector has emerged amongst the hottest segments in the ecosystem. We are excited to be a part of Wow! Momo’s journey." Saurabh Srivastava, IAN investor, “We expect Wow Momos to soon be a household name in Delhi / NCR with their current plan of expanding to over 30 outlets here over the next 24 months in high street locations, outlets in malls in areas such as Lajpat Nagar, Satya Niketan, Prashant Vihar, Kirti Nagar, Dwarka, and Noida.”




Conclusion: Wow Momos is Wow. They believed that they can do something in life. They just had an idea. That idea is everywhere now. Be it Suburbs of Mumbai, or be the Capital City, Or the Pink City, or be it anywhere. When he started his business, he aimed at being successful, not deeply thinking of the failures. As a start up, there are going to be failures, what is important as an entrepreneur is the believe of doing something. The idea of building a successful brand. The idea of being rich. Bibliography • http://www.theweekendleader.com/Success/

2386/momo-monarchs.html

• https://yourstory.com/2017/11/starting-garage-kolkata-wow-momo-130-outlets-9-cities/

• http://www.indiaretailing.com/2018/03/04/food/food-service/product-innovation-key-success-wow-momo-co-founder-ceo-sagar-daryani/

• https://economictimes.indiatimes.com/slideshows/biz-entrepreneurship/16-promising-and-innovative-startups-to-watch-in-2016/wow-momo-foods-pvt-ltd/slideshow/50282286.cms

• https://www.youtube.com/watch?v=fj1lInurghE

Archana K., J. Harmoniz. Res. Mgmt. 2018, 4(2), 41-45




Introduction: India is a vibrant democracy with more than 1.2 billion people, 23 official languages with over a thousand dialects, and rich cultures for much of its long history. The richness of its culture lies in the diverse racial, ethnic, cultural, linguistic, and religious

Journal Of Harmonized Research in Management 4(2), 2018, 41-45

CASE STUDY ON UMBRELLA: A STARTUP MATRIMONIAL SERVI CE FOR THE DISABLED IN INDIA

Archana Kumari

Amity University, Raipur, Chhattisgarh

Case Study


ISSN 2454-5384

Abstract: India hosts the largest population of disabled people in the world. According to census 2011, about 2.68 cr individuals in India are disabled constituting almost 2.2 percent of the entire population. A majority of the disabled have been marginalized, as the society is often seen neglecting the needs and rights of the disabled persons, forgetting that they are also human beings and have the same urge to live a happy successful life like any other person. To find a life partner and to share one’s life with him/her is one such need, that every individual hopes for irrespective of his/her dis/ability. However, the general perception of the society about disability has not changed much viz-a-vis marriage. In a country like India, with unqualifying social stigma and taboos surrounding marriage, that it is almost impossible for the disabled to find the right partner and get married. Wanted Umbrella is startup matrimonial site that binds lonely hearts of differently abled persons. It provides a platform for through which differently abled persons can connect with the like-minded for the purpose of marriage. “Wanted Umbrella” was founded in 2015 by KalyaniKhona, as India's very own urban match-making agency for differently-abled people. Since then the base of Wanted Umbrella has grown many folds bringing the joy of matrimony to many of its customers, which otherwise would have been impossible in a society like ours where matrimonial hunt for couples is being brokered mostly by relatives.This indeed is a commendable initiative taken by Wanted Umbrella to address the issue of match making for disabled which often is neglected in society at large.With more than 2 percent of the population deemed as disabled, Wanted Umbrella has still a long way to go bringing the joy of matrimony to all who seek it, irrespective of their dis/ability. Key Words: Wanted Umbrella, Matrimony for Disabled, Startup, Marriage




background. All these are difference amalgamate into one through the Constitution of India that secures to all its citizens; Justice, social, economic and political; Liberty of thought, expression, belief, faith and worship; Equality of status and of opportunity. However, this is more said than done. According to census 2011, about 2.68 cr individuals in India are disabled constituting almost 2.2 percent of the entire population. All these rights are also available to the Persons with Disabilities (PwDs). PwDs do have the same need and the urge as any other person. To find a life partner and to share one’s life with him/her is one such need, that every individual hopes for irrespective of his/her dis/ability. It has been widely felt that PwDs, without any support system are unable to realize their dream including that of a marriage. Article 41 of Constitution of India provides that the State shall, within the limits of its economic capacity and development, make effective provision for securing the right to work, to education and to public assistance in cases of unemployment, old age, sickness and disablement and in other cases of undeserved want. Several measures have been made by the state such as, special education for PwDs, reservations in jobs for PwDs, etc to bring them to the main stream population. Yet there is no state or social system that supports and facilitates a PwD in finding a right matrimonial partner. The vast cultural diversity with respect to religion, language, ethnicity, to educational attainment, social power, gender inequality, urbanity, caste, etc. has further added to the problem of matrimony giving birth to un-qualifying social stigma and taboos. The general perception of the people about disability has not changed much, even though ‘disability is simply a myth’ is an age old proverb!! It’s often seen neglecting the needs and rights of the disabled persons. With so many differences, it is already a challenge to get the right matrimonial match for a normal person in India, that it simply

seems impossible so a PwD to realize his matrimonial dream. To bridge this gap and to ensure that PwDs realize their matrimonial dream it is imperative that a support system exists that caters to their needs such people who by themselves would never be able to find a right matrimonial partner. Society at large will have a crucial role to play in supporting such and aggressively pursuing the marriage for PwDs. However, there is need for a more structured measure which is more service oriented and specializes in catering to the requirements of PwDs is required to bridge this gap between their matrimonial aspirations and realization of the marriage, and everything in between. This is where Wanted Umbrella comes in. Wanted Umbrella was founded in 2015 as India's very own urban match-making agency for differently-abled people. Literature Review: The whole issue of marriage for disabled can be looked from two separate perspectives, i.e. i) Disability and, ii) Marriage Disability: As per World Health Organization [1], disability is an umbrella term, covering impairments, activity limitations, and participation restrictions. Impairment is a problem in body function or structure; an activity limitation is a difficulty encountered by an individual in executing a task or action; while a participation restriction is a problem experienced by an individual in involvement in life situations. Disability is thus not just a health problem. It is a complex phenomenon, reflecting the interaction between features of a person’s body and features of the society in which he or she lives. Overcoming the difficulties faced by people with disabilities requires interventions to remove environmental and social barriers. Census 2011[2] has revealed that over 2.68 Cr people in India are suffering from one or the other kind of disability, of which 56 % are male and 44% female. Table 1 shows the statistical distribution of PwDs in India.




Table 1 Population, India 2011 Disabled persons, India 2011

Persons Males Females Persons Males Females 121.08 Cr 62.32 Cr 58.76 Cr 2.68 Cr 1.5 Cr 1.18 Cr

Figure 1 shows the statistical distribution of PwDs with respect to the age class. It can be seen in the figure 1 that about 78.3 lakh persons

are in the age group of 20 to 40, and is often the age group for marriage in India. However, very few are able to realize their matrimonial dream.

Figure 1 Statistical Distribution of PwDs with Age

Marriage: Since the beginning of fourth century, India has a rich tradition of arrange marriages that have been practiced mainly to establish a sacred bond between two families which has gradually become the norm of the Indian culture [3]. Arranged marriages was essentially based on the matrimony information which constitute an integral part of knowledge base of any society. There has been a gradual shift in the way this knowledge base has been used over the past till date. Commonly, the matrimonial hunt for normal couples is being brokered by relatives or sometimes by the couple-to-be themselves who form a part of this knowledge base. Sometimes there are ghataks (middleman), who take the responsibility upon themselves to find a suitable alliance. Now there are newspapers, associates, marriage-bureau and online matrimony. In 1996, matrimonial website Shaadi.com paved the way for online e-commerce classifieds in

India. Since then, more than a 100 websites

followed suit to help set up the $63 million online matrimonial services market in India. India is surely evolving when it comes to marriages. More and more people in the right age to get married are exploring various concepts of dating like that of Tinder, where one’s suitability is decided on the later’s direction of swipe on the phone screen. With so many avenues available for match making, even the marriages in India have undergone tremendous change with the changing trends of Indian society deviating mostly from arranged to love-marriage, arranged-love to love-arranged, intra-caste to inter-caste even inter-religion, social-marriage to court-marriage and seldom living relationships. However, none of the above seem to address the challenges of a PwDs in her/his quest for matrimonial alliance. Wanted Umbrella: A unique matrimonial startup for the disabled: If we think of the marriage of a normal human being it is very




difficult to find a perfect match, even if one gets a good match marriage arrangements becomes difficult. If these are the difficulties in the marriage of a normal human being then one can understand the challenge which a disabled has to pass through if s/he wants a life partner.It was this realization that led young entrepreneur KalyaniKhona to start Wanted Umbrella, India’s first match-making and matrimonial site for the differently abled.Founded in July 2014, Wanted Umbrella work towards redefining the lives of people with disabilities by providing a way to interact with people of similar interests. History of Wanted Umbrella: India does not have proper infrastructure and scope for the people with disability to meet new people. The idea germinated when Kalyani was looking for offices in Mumbai and was told to avoid getting anyone with physical disability as it wasnot permissible. Kalyani wanted to find out what people with disability do in their spare time, how do they meet others, how do they find life partners and she realized how our country’s infrastructure gives them very less opportunities to do so.Commonly, the matrimonial hunt for normal couples is being brokered by relatives or sometimes by the couple-to-be themselves. The same can’t be said for the differently abled. But their needs are not different from us; they deserve as much as we do. Procedure: Wanted Umbrella is that platform through which differently abled persons can connect with the like-minded for the purpose of marriage or otherwise.Wanted Umbrellaplays the cupid. The registration for this service includes a meeting and documentation, only after which is membership granted. After

membership is granted, an offline profile is created and later exchanged with the interested candidates. If the interest is mutual, a meeting is set up. Wanted Umbrella works with a belief that matchmaking is not a process oriented job, but each case is a new experience and each person coming needs a different method of communication. The startup focuses on creating a social space by organizing events designed to spark conversations.“I understood that language, caste, or religion is not a barrier for the differently-abled. All they need is companionship,” says Kalyani. Wanted Umbrellanot onlycater to people with disability but also people with special cases like obesity, thalassemia, divorcees or senior citizens too. Scope of the future: Among the total disabled persons in the group 15+ years, 59% are currently married and 13% are widowed. Among the male disabled, 62% are currently married and 6% are currently widowed while for female disabled, the corresponding figures are 54% and 13% respectively. Wanted umbrella is such a platform which is approaching such people and fulfilling their needs. If the organization is able to increase the customer base then it is good for them as well as it is a win-win situation for both. One of the challenges would be the penetration of Wanted Umbrella into rural populations. Though this is a great challenge ahead, with greater social stigma attached to the rural divide, but it also opens a window of great opportunity as major potential customer base. Figure 2 shows the population of PwDs in rural India.




Figure 2 Rural and Urban divide of PwDs

Conclusion: Disabled also have life and right to equality has been offered by the State to every individual. However, the lack of infrastructural support and social stigma has let down PwDs in realizing their matrimonial dreams. Wanted Umbrella is a unique startup and a first of its kind. It is not just a business model but an instrument of change. The services rendered through Wanted Umbrella helps PwDs in realizing the matrimonial dream, and the real profit is the change in the outlook of the society vis a vis marriage of PwDs. Reference: [1] ICF is World Health Organisation’s (WHO) framework for health and disability [2] Disabled persons in India: a Statistical Profile 2016 [3] Review on matrimonial information systems and services –an Indian perspective. Jiban K Pal,

International Research Journal of Library, Information and Archival Studies Vol. 1(4) pp. 126-135, November, 2011 [4]Census of India 2011 [5] https://yourstory.com/2014/10/wanted-umbrella/

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