A study of girish karnads yayati

A study of girish karnads yayati As a reader of Karnads plays, one has to pay attention to their sources. Almost every text has a source in that the plot is derived from somewhere. The common sources of his plays include myth, folk tale, Puranas, historical chronicles, epics etc. He seems to have inspired from Shakespeare who follows the same tendency of adapting recognized plots. The modern dramatists tend to use original plots, or any well known historical or political event, or adapt a popular Greek myth. There is nothing wrong with the practice of adapting any known or unknown text since it may provide you with the new insight into the source text. Some critics even say that every literature is based on another literature as it carries the echoes of its procreator. For Peter Allen, literary texts are built from systems, codes, and traditions established by previous works of literature (2000: 1). The exercise of finding how the original texts are adapted and the new meaning generated in the process is worth attem pting; it offers us with a new perspective on the subject, event, plot etc. The adaptation is normally a process of putting a source text into another genre, a kind of switch over. Many fictions have been transformed into successful plays or films and vice versa: Jhumph Lahiris Namesake, for instance, is made into a film. In the West, it is a popular practice to dramatize a prose narrative or fiction. Sometimes, the adapted text provides a kind of commentary on a source text (Sanders: 18). It offers a new perspective, a viewpoint which is not realized or focused in the source text. It tries to simplify a difficult or unintelligible text to the new readership. Modern Shakespeare is a very good example of such practice. It is a kind of reinterpretation of the canonical texts either by moulding them into a different genre or relocating their cultural context. Besides, the more the adaptation deviates from the source text, the more creative and original it becomes. The question of fidelity towards the source text is irrelevant as it undermines the creativity and innovativeness of the adapted text. The recent success of adaptations is a clear rejection of all those who term these acts as imitations, copying or plagiarism, or repetition. This is because they sustain or prolong our pleasure of the source text. As John Ellis puts it, Adaptation into another medium becomes a means of prolonging the pleasure of the original presentation, and repeating the production of a memory (1982: 4-5). Adaptation is a never ending process; as long as the source text sustains its relevance, a need to adapt it would be felt. Adaptation of a popular story is a profitable enterprise for many reasons. It has already attracted the attention of readers. It has reached a large section of people, and its properties- title, author, characters-may be a franchise in or of themselves already (wikipedia). All these reasons prompt writers to attempt adaptations regularly thereby to be assured of the success of their works. Though adaptation into a stage play is a common activity, it has its own limitations due to the spacio-temporal restrictions of the stage. A playwright has to work within these restrictions by adopting various techniques such as ellipsis, interpolation, narrative etc. Karnad engages himself in what Genette calls transgeneric practice i.e. adapting mythic narratives, folk narratives and historical chronicles into drama. He takes plots from these sources and delivers them in new dramatic forms. In that sense all his plays are transpositions in which the original narratives are adapted with the aesthetic conventions of an entirely different generic process (Sanders: 20). Moulded into a new form these texts offer a new perspective of life which is relevant in the present context. Karnad derives plots from these sources because he feels that they are relevant and enable him to reflect on the contemporary social and political life in a more subtle and systematic way. There are many taboos and forbidden things in the world which can not be discussed overtly. Otherwise you would invite the irk of society unnecessarily. Sources such as myth, folk or historical events/lives of historical figures offer him with a safety valve which enables the expression of the unacceptable or forbidden ideas in an acceptable manner. To put it simply, one can camouflage ones comment on the present social and political conditions with these adaptations. Take the example of Tughlaq which is considered to be a critique of Post-Nehru era in Indian politics. Tughlaq helps Karnad in expressing the disillusionment after the death of Pandit Nehru effectively. The play that started Girish Karnads successful career as a playwright was Yayati. It was penned over a few weeks in 1960 when Karnad was planning to leave India for Oxford as a Rhodes Scholar for three years against the wishes of his parents. Hence, the play had its relevance that older generation demand sacrifices on the part of younger generation. Unlike his other play, it was Priya Adarkar who first translated the play. It served the purpose until Girish Karnad himself felt the need to translate it in 2008. Actually he was reluctant to touch the play, a work of his juvenilia (written when he was only twenty two.) The present translation of the play by Karnad is, therefore, modified and enriched with the suggestions from Satyadev Dubey, Dr. Shreeram Lagoo, and C. R. Simha. On the suggestion of Kurtkoti, Karnad, in Yayati, tried to reinterpret the myth psychoanalytically like Eugene ONeill. Karnad was very much influenced by ONeills Mourning Becomes Electra and wanted to achieve the same kind of intensity. Karnad found the myth of Yayati-Devayani-Sharmishtha rich in possibilities for the expression of psychological and physiological needs of human beings and social obligations. It was moulded on John Anouilhs plays as he was influenced by Alkazi (who had tremendous influence of Anouilh). He experienced Anouilh through Alkazi and wrote his first play Yayati which was inspired from Anitigone. The myth of Yayati-Devayani-Sharmishtha has been continuously adapted in Indian literature. It has been turned into many plays and novels. There are films based on the myth. In Marathi literature, the two Jnanapith Awardees Khandekar and Shiravadkar (Kusumagraj) adapted the myth into a novel and a stage play respectively. Indian writers fascination with the myth of Yayati still exists and works based on the myth pour in every year. However, Karnads adaptation holds an important place in these outnumbering adaptations. He challenges the very authority of parents by inventing the character of Chitralekha who questions the moral authority of Yayati in taking over her husbands youth on the very first night of their marriage. According to Devdutta Pattaniak (2006 article: Myth Theory), in Hindu mythology there is a famous Yayati Complex, that is, parents expecting sacrifices on the part of their children to fulfill their selfish motives. He termed it as reverse Oedipus Complex. In Greek mythology, there are numerous tales depicting a son responsible for the death of his father. For example, the famous tale of Oedipus Rex. However, in Hindu mythology we have the reverse situation i.e. a father destroys his son to fulfill his ambitions. Whether it is Bhisma, Rama or Pooru, they have to sacrifice for the sake of their fathers. The Yayati Complex indicates the moral obligations in Indian family which even Karnad had to abide by when he decided to go to Oxford as a Rhodes Scholar for three years. Hence, Karnad employed the myth to show the intricacies of Indian family structure and challenge its moral authority which makes sons like Pooru to sacrifice their prime and precious things to keep it intact. He write s, While I was writing the play, I saw it only as an escape from my stressful situation. But looking back, I am amazed at how precisely the myth reflected my anxieties at that moment, my resentment with all those who seemed to demand that I sacrifice my future. By the time I had finished working on Yayati-during the three weeks it took the ship to reach England and in the lonely cloisters of the university the myth had enabled me to articulate to myself a set of values that I had been unable to arrive at rationally. Whether to return home finally seemed the most minor of issues; the myth had nailed me to the past (2008: 74). Karnad sticks to the original story as far as the past of the characters is concerned. The prenuptial conflicting relation of Devayani and Sharmishtha, Yayatis encounter with Devayani whom he found in a well after her quarrel with Sharmishtha, and his marriage with Devayani form the part of exposition which is spread through the play. In the play, Yayatis liaison with Sharmishtha and willingness to marry her angers Devayani. She makes her father Shukracharya curse Yayati for his transgression to become decrepitude. In the original story, Devayani learns about the marriage between Sharmishtha and Yayati from their sons. Interpolation is a common feature in adaptations. Karnad too invents the character of Chitralekha as a wife of Pooru. Her function is to questions the moral authority of Yayati in taking her husbands youth for his sensuous pleasure. She suggests Yayati to take over the role of husband. Chitralekha: I did not know Prince Pooru when I married him. I married him for his youth. For his potential to plant the seed of the Bharatas in my womb. He has lost that potency now. He doesnt possess any of the qualities for which I married him. But you do. Yayati (flabbergast): Chitralekha! Chitralekha: You have taken over your sons youth. It follows that you should accept everything that comes attached to it. Yayati: Whore! Are you inviting me to fornification? (2008:65-66) The suggestion of Chitralekha makes Yayati realize his mistake and her suicide forces him to return Poorus youth. Swarnalatas character like that of Chitralekha is invented and runs parallel to the disenchantment experienced by the latter. She has also lost her husband and thinks that death brings peace, the deliverance from uncertainty (2008: 60). However, she repents her proposition when she finds Chitralekha, taking cue from her speech, commits suicide. Just as Swarnalatas husband deserted her when he learned about her relationship with her teacher, Devayani too deserts Yayati after he makes love to Sharmishtha. Swarnalatas married life is Karnads addition to the original tale. Tranpositional practices form the core of adaptation activity as genre-switch is mostly what is expected of it. Karnad takes the story from one genre i.e. mythic story as it appeared in Mahabharata and delivers it to new audiences by means of the aesthetic conventions of an entirely different generic process, a stage play. Yayatis story which happened over many years is shown to be happening in a very limited span of time in Karnads Yayati. He has to cut or shorten many action units to focus on the core part of the myth i.e. transplantation of age. Most of the events are merely narrated and conveyed or suggested by characters the past of Devayani and Sharmishtha, Shukracharya cursing Yayati, Poorus marriage and many other events. The identity of Poorus mother is not revealed until the third and fourth Act. In the first Act, there is an impression that Devayani is Poorus mother unlike in the original tale. However, it becomes clear from the third Act that it is Sharmishtha not Devayani who is the mother of Pooru. The revelation of Sharmishtha as Poorus mother makes us understand that Yayati has been in love with her for a long time keeping Devayani in ignorance. It is only in the second Act that she becomes witness to their transgression and decides to leave the palace. That means Sharmishtha is not shown married to Yayati as in the original tale. And it is more than mere vengeance on the part of Sharmishtha in the play. She remains firm behind Yayati and tries to prevent him from exchanging his decrepitude with anyone including Pooru. She wants him to accept his fate and lead a life of an ascetic. Overall Karnad has been faithful to the source text of Yayati. However, he has made few changes to intensify the theme of social obligations and ripeness is all. As Karnad says: †¦old age brings no knowledge, no self realization, only the senselessness of a punishment meted out for an act in which he (Pooru) had not even participated (2008: 73). The play shows that mere old age (i.e.Yayati) should not be revered but the maturity of a youth (i.e. Pooru). The adaptation of the myth of Yayati by Karnad has its relevance not only at the time it was written but also to the present time when children have to sacrifice their wishes to the whims of their parents who are competing with other parents. However, some children are also forcing their loved ones to bend to their wishes. So it is very clear that adaptations provide us with new perspectives and points of view.

Agriculture Sector

North Cachar Hills Agriculture & allied activities Agriculture, Horticulture & Marketing All the tribes living in this hill district are mainly depending on agriculture. The primitive system of Jhuming cultivation are common among all the tribes. The practice of Jhuming not only destroy the micro flora and fauna but also affect ecological balance by destroying forest. So, an attempt has been made through this scheme to replace Jhum by permanent cultivation, terrace cultivation. Moreover the Soil of this hilly region is very suitable summer as well as winter paddy. Horticulture is the main occupation in the district of N. C. Hills farmers. The altitude varies from 800meters to 1200 meters and average rainfall around 2300 mm and temperatures varies from 6 to 12 degree C in winter and 17 -33 degree C in summer. Out of total geographical area of 4888 sq. km. around 1. 88 lakh hectares is suitable for cultivation and 80% of the cultivable land is suitable for horticultural crops. Potential for horticultural development is very bright along with canning and processing industry as this district produces huge quantity of quality pineapple, oranges and ginger through purely organic method as use of agrochemicals is virtually non-existent. However, all the tribes of this hilly district are mainly dependant on destructive slash and burn method of cultivation or Jhuming and in the process forest cover has been largely denuded and ecosystem has been damaged. According to topography, rainfall and other geographical factors the district has been divided into three parts, consisting of the development blocks, 1st Part— Diyungbra ITDP and Diyung valley Block. – This particular area comprises mainly of foothill and plains is suitable for field crops such as Sugarcane, Maize, Oil seeds, paddy, pulses and tropical horticultural crops like coconut, areca nut, cashew nut, mango, mousambi, litchi etc. 2nd Part—Sangbar development block has both low altitude and high altitude areas and crops suitable are both tropical and sub tropical crops. Main cultivated crops are sugarcane, Ginger, Turmeric, Pineapple and oranges. 3rd Part —comprises mainly of Jatinga valley block and Harangajao ITDP. Major crops grown are Paddy, Oranges, Ginger, Turmeric, Girenium etc. EXISTING SCHEMES BEING PRESENTLY IMPLEMENTED Major state sector schemes that under implementation are as follows . Saturation of HYV. . Dev. of Sugarcane. . . Dev. of pulses. . Dev. of oilseed. . Farmers' Institute. . Incentive to Farmers. . Plant Protection campaign. . Bio- Fertilizer and Manures. IMPACT OF EXISTING SCHEMES. After five long decades of development efforts total area under settled cultivation has risen to around 33 thousand hectare and there has been increase in the production of food grains like paddy, oilseeds and noticeable among them are paddy, sugarcane pineapple and oranges. Vegetable cultivation has been nonexistent among tribal farmers even a few decades back but now it's getting popular. Though, area under Jhuming has not decreased, dependence on Jhuming has diminished significantly mainly due to increase in area under settled cultivation and introduction of HYV and improved and scientific farming practices. Area under horticulture and paddy has significantly and average production of paddy in the district is higher than the state average. CONSTRAINTS AND GAPS * Roads and communication is the primary hurdle in the way of agril development hampering both developmental activities in the interior villages. Adoption and use of modern farming knowledge and technology leaves much to be desired mainly due to remoteness of villages, lack of all weather roads, insurgency and the relatively backward tribal populace. *In case of field crops more than 95% area is under single cropping system due to low status of Farm mechanization, and weak agril extension system owing to communication and insurgency problems. PROPOSED INTERVENTION UNDER RSVY . Area expansion drive under Oil seeds, Pulses, Tuber crops in part -A areas is being proposed to cover an area of 1108 hectares with financial outlay of Rs. 4, 42,00,580. 00 @ Rs. 37, 843. 0 per hectare, over a period of three years. . Farmers' field level training & demonstration on appropriate technology to inculcate the theories and principles of sustainable and eco-friendly methods of permanent cultivation against the prevalent destructive jhuming practices. It is proposed to take up 75 numbers of such training and demonstration on Integrated pest management (IPM) and Integrated Nutrient Management(INM) in five Development Block areas over a period of three years with proposed allocation of Rs. 11. 2 Lakhs. @ 15,000. 00 per Trng. & Demonstration covering 40 nos. of trainee/training total beneficiary 75X40 = 3000 nos. Establishment of 60 nos. of mechanized ‘gur’ making units to be mana ged by 60 nos. of SHG already engaged in sugarcane cultivation in sugarcane belt with a financial outlay of Rs. 60 Lakhs. . Organised irrigation under govt. sector being utterly inadequate there is felt need among tribal farmers for water pumps mainly for paddy cultivation, which is the staple food of the tribes. Hence, for lift irrigation purpose it is proposed to provide 200 nos. of 5 HP diesel Pump with a financial outlay of Rs. 44. 00 lakh @ Rs. 22,000. 00 per pump and planting materials like litchi, cashew nut, banana, assam lemon, moushambi, guava and vanilla etc. ill be provided to all the farmers with an allocation of Rupees 30 lakhs for three years @ Rs. 10. 00 lakhs per year. The total subsidy up to 70% would be provided and 30% contribution would be borne by the beneficiaries. The modern technology as well as know how of cultivation and demerits of jhuming cultivation would be published in pamphlets and displayed in sign board in local languages so that all the cultivator s can understand. To increase the cropping intensity of N. C. Hills district from 107% at present to 120% over the span of next three years. Apart from traditional winter paddy and jhum paddy, spring paddy and summer paddy are proposed to be grown with the help of field irrigation with diesel pump. The diesel pump with accessories will be supplied to the beneficiaries where water source is available with 70% subsidy and the beneficiaries shall bear the cost of digging canals, other expenditure like diesel and maintenance. The diesel pump sets are proposed to be provided in the plain areas like Diyungmukh, maibang, Harangajao and Langting area. . Purchase of 200 numbers of metal food grain storage Bins with an estimated outlay of Rs. 9. 6 lakhs. IMPACT OF INTERVENTION . Increase in area and production of field crops. . Decreased dependence on destructive jhuming practices. . Improved level of Self-sufficiency in cereals, oil seeds, pulses. . Improvement of farming knowledge and farming skill of the tribal farmers. . Increase in irrigation potential and food production through power pump & power tiller apart from creation o f more than 300 direct and indirect employment avenues. . Better knowledge of eco friendly and green methods of cultivation through IPM (integrated pest management) practices. 3000 farmers will be benefited. Discouragement of jhuming, encouragement of sustainable permanent cultivation practices. Likelihood of more jhum areas to come under settled cultivation. . Introduction of scientific grain storage facility for the first time in N. C. Hills and almost 200 farmers families will be benefited . It is proposed to bring 960 ha. of land from age old destructive jhum. Abstract of all the schemes mentioned above is shown below. SL. No. NAME OF SCHEMES 1st Year TARGET 2nd. Year TARGET 3rd. Year TOTAL REMARKS COMPONENT PHY (ha) FIN(Rs .in Lakh) PHY (ha) FIN (Rs in Lakh. PHY (ha) FIN(Rs. in Lakh) PHY(ha) FIN(in Lakh) 1. Area expn. of Sugar cane at Zone I Area expansion of Potato for all three Zones. Area expansion of Mustard for Zone I, II. 200 50 70 76. 52 20. 51 6. 27 200 50 70 76. 52 20. 51 6. 27 200 50 70 76. 52 20. 51 6. 27 600 150 210 229. 56 61. 53 18. 81 Around 600 sugarcane farmers would be benefited and substantial Jhoom degraded area would be brought under Settled cultivation. 2. Gur Production unit equipped with Sugarcane Power crusher and accessories and infrastructure. 20 nos 20. 00 20 nos. 20. 00 20 nos. 20. 00 60 nos. 60. 00 60 nos. of self help group consisting of more than 10 farmers each would be engaged in productive activity and Economic status of the District would be upgraded. 3. Minor Lift Irrigation cultivation for Field crops like Paddy, Sugarcane, Mustard etc. with 5 H. P Diesel Power pump, Planting materials, Pamphlets etc  · Diesel Power Pump. . Planting materials, Pamphlets etc 100 nos. 22. 00 10. 00 2. 50 100 nos 22. 00 10. 00 2. 50 100 nos 22. 00 10. 00 2. 50 300 nos. . 66. 00 30. 00 7. 50 60 (sixty) nos of self help groups consisting of 10 members each would be engaged for success fully implementing the scheme and additional areas of Jhoom degraded areas would be brought under settled and permanent cultivation.. Farmers Training & motivational scheme for Training & Motivating the farming community To decrease dependence on Jhooming and encourage them to adopt sustainable & permanent ways of cultivation through Integrated pest management (IPM)and integrated nutrient management training(INM) . Purchase of 200 numbers of Metal Seed Bin for storage of foodgrains with protection from storage pests and distribution among farmers. Purchase of Mobile Soil Testing Kit for field level on the spot assessment of soil fertility status for adjudging accurate nutrient requirement of crop 25 nos. f 7 (seven) days Traini-ng each batch consisting of 40 nos. of farmers 70 nos. @ Rs. 4800/- 25 nos 3. 75 3. 41 7. 5 25 nos. of (seven) days training each batch consisting of 40 nos. of farmers 70 nos Nil 3. 75 3. 41 Nil 25 nos. of 7 (seven) days training each batch Consisting of 40 nos. of farmers 60 nos. Nil 3. 75 3. 41 Nil 75 nos. 200 nos. 25 11. 25 10. 23 7. 5 Necessary technical know-how would be imparted to th e farming community so as to enable them to successfully implement the schemes envisaged in the RSVY project. Scientific food grain storage will be introduced for the first time in the District and 200 farming families will be benefited. Soil testing kit would benefit a large Number of farmers covering all the development blocks. 4. 5. 6. Total 172. 46 164. 96 164. 46 502. 38 Horticulture Horticulture is the main occupation of the people in the district of N,C, Hills and 80% of the cultivable land is suitable for horticultural crops and potential of horticultural development is highly promising owing to suitable agro climatic condition. ONGOING SCHEMES. . Intensive horticultural development project. lHDP) . Development of progeny orchard. . . Potato Development scheme. CONSTRAINTS AND GAP These schemes are implemented by utilizing state sector plan fund. Inadequate and stagnant fund provision acts as obstacle in the road of vast potential of horticultural development. Area expansion under horticultural crop faces with the problem of marketing as all produce are perishable and farmers are at the mercy of the middleman due to absence of marketing infrastructure and non-existent road communication network. Nearest market for sell of produce is often 4-5hours walk through difficult terrain. Absence of canning and preservation industry does not guarantee any support price for the horticultural produce. Dissemination alarming technology and knowledge through the extension mechanism is also hampered due to the above-mentioned reason. Vast untapped potential for horticultural development exists and to realize the potential extensive training and motivation coupled with exposure and study tour inside and outside the state and incentive for area expansion of existing successful crops and introduction of high value, less perishable, low in quantity crops like cashew nut, black pepper should be provided to the farming community. Keeping in view the above conditions the following schemes are being proposed for implementation for the development of N. C. Hills. PROPOSED INTERVENTION UNDER RSVY . Area expansion of banana, pineapple, moushambi, litchi, areca nut in Zone-I covering an area of 100 ha is proposed with an estimated outlay of 22 lakhs. For Zone-III covering area of 100 ha for proposed orange plantation @ Rs. 22,000 per ha. Estimated outlay is around Rs. 22 Lakhs. . Canning and fruit preservation facility with estimated outlay of Rs. 47. 04 lakhs is being proposed. . Horticulture kit containing essential orchard management items, for 800 orchard owners @ Rs. 800 per kit with a total outlay of Rs. 22. 40 Lakhs. . Introduction of mushroom cultivation among tribal farmers to be implemented with an estimated outlay of Rs20. 77 lakhs. . Project of vermicompost production at block level with an estimated outlay of 15. 00 lakhs. . Plant protection scheme for arresting citrus decline and citrus rejuvenation w ith financial outlay of Rs. 23. 75 lakhs. . Establishment of 5 nos. of Horticulture nursery @ Rs. 3. 5 lakhs each. . Procurement of 500 nos. of tree sprayers @ Rs. 2000 each for distribution among orchard owners. Total outlay Rs. 0 Lakhs. The SHG would be formed in Jatinga, Dehangi, Harangajao, Mahur, Maibang area where land is suitable for Horticultural Crops and beneficiaries of these would be benefited. IMPACT OF INTERVENTION . Overall increase in area and production of horticultural crops thus benefiting the farming community by increasing their economic threshold. . Nutritional requirements of the rural as well as urban population would be effectively met thus improving quality of life. . Area expansion of different fruit crops is expected to generate temporary employment of 5000 mandays per year. Mushroom production vermicompost production project are expected to increase self employment opportunities among the local rural people. . Fruit canning and preservation centres is ex pected to provide around 150-200 direct and indirect avenue. . Establishment of horticultural nursery has the potential of generating around 5000 mandays every year. . Citrus rejuvenation project is expected to generate around 6000 mandays per year. Marketing as we all recognize, plays a pivotal role in agriculture and more precisely so for horticultural crops which are generally perishable in nature. To strengthen the marketing infrastructure so as to ensure remunerative prices to the farmers of N. C. Hills of their products urgent steps needed to be taken. PROPOSED INTERVENTION UNDER RSVY . Construction of Market shed in registered rural market with an estimated outlay of Rs, 7. 5 Lakhs. . Construction of market stall with a total out lay of Rs. 6. 00 Lakhs. . All the schemes under horticulture will be executed through SHGs giving priority on area expansion of horticultural crops and canning. SL. No. NAME OF SCHEMES 1st Year TARGET 2nd. Year TARGET 3rd. Year TOTAL REMARKS COMPONENT PHY (ha) FIN(Rs . in Lakh) PHY (ha) FIN(Rs In Lakh. PHY (ha) FIN(Rs. in Lakh) PHY (ha) FIN(in Lakh) 1. Area expn. of Horticulture crops For Zone I : Proposal for area expansion under banana, Pineapple, Mousambi, Litchi,, arecanut, Rs. 22000/- per ha. For Zone III: Proposal for area expansion under khasi mandarin orange at jatinga, Laisong & Retzol area ha. @ 22000/- per ha. 40 40 8. 8 8. 8 40 40 8. 8 8. 8 20 20 4. 4 4. 4 100 100 22 22 The proposed scheme is capable of generating more than 2000 mandays per year. 2. Estabilishment of canning and fruit preservation centre at Boro Haflong 1 Nos. 47. 40 4740 Apart from providing farmers with remunerative support prices for their product. This project can generate sizable employment opportunities both direct and indirect. 3. Mushroom development Scheme 1 Nos. 20. 76 1 Nos. 20. 76 The project would be implemented through 10 nos. of SHG selected from villages situated around Haflong Town and spawn lab facility compost production centre 4. 5. 6. 7. Production of Vermicompost Citrus rejuvenation schemes @ Rs. 47850 per ha Etablishment of small nursery for production of quality of planting materials @ Rs. 3. 5 Lakhs each. Per ha. Purchase of tree sprayer for use in horticulture @ Rs. 2000 each Total 5 units 10 ha 2 nos. 100 nos. 5. 00 4. 78 7. 00 2. 00 83. 78 2 units 10 Ha. 2 nos. 100 nos. 2. 00 4. 78 7. 00 2. 00 54. 14 2 units 10 Ha. 1 nos. 100 nos. 2. 00 4. 78 3. 50 2. 00 21. 08 9 units 30 Ha. 3 ha 300 nos. 9. 00 14. 34 17. 5 6. 00 159. 00 Around 300 employment opportunities will be created apart from the main product. 500 Nos. of orange growers will be benefited and 6000 nos. of mandays will be created every year. Around 6000 mandays will be created every year. 5oo farmers family will be benifited _MINOR IRRIGATION There are 19 (nineteen) M. I. schemes brought under irrigation coverage up to March / 2004 is 36. 0% of the total cultivable area. The remaining 63. 50 % of the cultivable area is dependent on rainfall which is scanty. Further there is some rain shadow areas where average rainfall is only 1000 mm. There are 19 (nineteen ) Nos. of completed flow schemes with a command area of 1194 ha. And 16 Nos. of completed Water Harvest schemes with total command area of 29 6 ha. under this Division. Further, there are 14 (fourteen) Nos. of ongoing schemes covering 1553 ha. New Minor Irrigation schemes (Flow) for acute rain shadow areas have been proposed under RSVY programme with an allocation of Rs. 148. 74 lakhs . CONSTRAINTS AND GAPS. Considerable Nos. of M. I . schemes which were completed long back are in defunct position . Lacking in flow of fund from the State Sector restricts the strengthening and repairing of old schemes . INTERVENTION. 1. It is proposed to take up 8 (eight ) nos. of flow Irrigation scheme with an amount of Rs. 148. 74 lakhs specially in rain shadow area for livelihood of the poor tribal people whose only source of income is agriculture. With these new schemes 359 ha. of land will be brought under irrigation providing benefit to 308 Nos. of families. Mandays will be generated to the tune of 98,486 nos. IMPACT: 1. 1. 00 lakhs mandays will be generated by rejuvenation of 8 (eight) nos. of Minor Flow Irrigation schemes. 2. 355 ha. of cultivable area will be brought under irrigation . 3. Total 315 nos. families will be benefited. 4. With the propose M. I. Schemes, the traditional â€Å"Jhum Cultivation† of the tribal people will be discouraged through† Wet Cultivation† which will help in conserving the natural forest land and maintaining ecological balance 5. Water users association will be formed with beneficiary group and they will require to pay users fees as O & M Cost for sustainability of the project. . Details of Irrigation schemes: All the new schemes proposed under RSVY are flow irrigation schemes and are duly approved by N. C. Hills Autonomous Council, Haflong. Water is proposed to be tapped from the surface source like nullah or canals and hilly stream by constructing non-permeable C. C. Bundh across the source and carrying water to the ultimate point of c onsumption through Canals and Water courses. Hydraulic structures like aqueduct, cross drainage structures and drop structures are proposed in the respective detailed estimates on which administrative approval is received from N. C. Hills Autonomous Council, Haflong. Design parameters of each structures are technically examined. Water users society would be formed in the line of SHG and cost of maintenance of these schemes would be born by the water users societies. Under all these irrigation schemes water users associations shall be set up. Beneficiaries Contribution, either by own finance or Bank finance. Flow Irrigation Scheme Sl. No. Name of Development Block Name of Scheme with nature of work Area be Irrigated (Ha. ) Estimated amount (Rs. in lakhs) 1 Harangajao block 1. Dimbrudisa I/S i) Construction of Head work with appurtenant structures. (ii) Constn. Of Canal system. (iii) Constn. Of Hydraulic structures (iv) Constn. Of approach road 22 20. 00 2. Donlou I/S. (i) Construction of Head work with appurtenant structures. (ii) Constn. Of Canal system. (iii) Constn. Of Hydraulic structures (iv) Constn. Of approach road 12 12. 00 3. Lower Rekho I/S (i) Construction of Head work with appurtenant structures. ( ii) Constn. Of Canal system. (iii) Constn. Of Hydraulic structures (iv) Constn. Of approach road 20 18. 05 2. Jatinga Valley Dev. Block. 1. Moucher I/S. (i) Construction of Head work with appurtenant structures. (ii) Constn. Of Canal system. (iii) Constn. Of Hydraulic structures (iv) Constn. Of approach road 20 19. 00 2. Laisong I/S. (i) Construction of Head work with appurtenant structures. (ii) Constn. Of Canal system. (iii) Constn. Of Hydraulic structures (iv) Constn. Of approach road 22 31. 00 3. Longma I/S. (i) Construction of Head work with appurtenant structures. (ii) Constn. Of Canal system. (iii) Constn. Of Hydraulic structures (iv) Constn. Of approach road 30 17. 50 3. Diyungbra Block Phongjadisa Nalla I/S (i) Construction of Head work with appurtenant structures. (ii) Constn. Of Canal system. (iii) Constn. Of Hydraulic structures (iv) Constn. Of approach road 30 19. 08 Water Harvest Scheme from mishikong Nalla (i) Construction of Head work with appurtenant structures. (ii) Constn. Of Canal system. (iii) Constn. Of Hydraulic structures (iv) Constn. Of approach road 20 12. 11 4. Maibang Sub-divison 1. Nobaidisa I/S (i) Construction of Head Work (ii) Constn. Of Canal system (iii) Constn. Of Canal structures (iv) River Bank Protection work 290 15. 00 2. Purana Maibang I/S (i) Head Work (ii) Cross drainage work (iii) Canal System 120 11. 62 3. Kalachand Ph. I I/S (i) Head Work (ii) Cross drainage work (iii) Canal System 600 13. 38 4. Wadrengdisa (i) Head Work (ii) Cross drainage work (iii) River bank Protection work 120 15. 00 5. Delen I/S (i) Head Work (ii) Canal System 70 7. 00 6. Tongikro I/S (i) Construction of Head Work (ii) Constn. Of Canal system (iii) Constn. Of Canal structures 90 8. 00 Total 14 nos. 1466 ha 218. 74 YEARWISE PHYSICAL AND FINANCIAL TARGET PROPOSED Physical : Numbers Financial Rs. in Lakhs Scheme 2004-05 2005-06 2006-07 Total Phy. Fin Phy. Fin Phy. Fin Phy. Fin Newly proposed Flow Irrigantio scheme. 5 75. 36 4 57. 00 5 86. 38 14 218. 74 ANIMAL HUSBANDRY AND VETERINARY Animal Husbandry and Veterinary programmes comes next to Agriculture towards improving the Socio-economic condition of the N. C. Hills people. These activities have acquired special importance in the N. C. Hills areas of Assam for their potentiality and providing alternative occupation to the Jhuming Families. The tempo achieved in the area of the Poultry, Piggery, Cattle, and Goatery are encouraging. To up-grade the indigenous stock of Cattle, A. I. and Natural services are continuing besides training programmes. Present Status # The Projected livestock population of N. C. Hills is shown below : Livestock and Poultry Total 1. Cattle # 97341 Nos. 2. Buffalo # 24266 Nos. 3. Goat # 19503 Nos. 4. Sheep # 186 Nos. 5. Poultry # 153265 Nos. 6. Pig # 24068 Nos. 7. Dog # 45,523 Nos. (SOURCE – National Livestock Survey 1997) Following are the ongoing schemes in the district : 1. Administrative organization to strengthen Administrative machineries both at head quarter and district level – 03 Nos. 2. Veterinary Aid Centre – 01 scheme 3. Veterinary Dispensary– 01 scheme 4. R. P. Check Post and Vigilance unit–01 scheme 5. Pig Farm –01 scheme 6. Pig Seed Farm Project –01 scheme 7. Cattle Breeding project –01 scheme 8. Mini I. C. D. P. –01 scheme 9. Poultry Farm –01 scheme 10. Broiler Unit –01 scheme 11. Marketing Org. (Livestock) –01 scheme 12. Fooder Farm –01 scheme 3. Feed Mixing Plant –01 scheme 14. Distbn. Pig, Poultry, Cattle and Duck– 03 Nos. 15. Farmers training in Cattle, Poultry, Piggery and Duck – 03 Nos. 16. Training of Institution Vety. Science — 01 nos. 17. Rural Dairy Creamery Center/ Rural Dairy Center – 02 Nos. This district being the habitat of 13 ST(H) groups are basically dependent on Agriculture and allied activities like Animal Husbandry & Vety. It is the place where more than 90% of people take meat, fish, egg etc. The middle classes and elites used to keep dogs as a status symbol and also as requirement for watching. They are found to have taken the pups of improved varieties like Doberman, German shepherds, Labradors etc. from outside like Calcutta. The chevon (goat) is also a delicious food which is however taken as important dish by the tribal as well as non-tribal people of the district. The piggery is an important and unavoidable livestock of the district as the pig meat is very popular in the district and as well as it has a wide demand in the areas of our neighbourhood in Meghalaya, Nagaland, Mizoram and Manipur etc. Constraints & Gaps: 1. Non availability of good quality breed. 2. Scarcity of quality feed. . Lack of scientific knowledge of rearing pig, poultry and goatery etc. with advanced scientific know how. 4. Transport Communication bottlenecks. 5. Non-availability of feed supplements, medicine, equipments etc. 6. Financial shortage. Intervention: Under the above condition we would like to propose the intervention of SDA under RSVY to meet up the deficiencies. Interventions: 1. It is therefore planned to take up establishment of 35 nos. of broiler units with an allocation of Rs. 32. 90 lakhs to benefit 350 people by generating self employment to 35 SHG which will be monitored by A. H. Vety. Deptt. 2. It is proposed to establish 35 nos. of poultry layer birds of improved varieties in the district like commercial birds of varieties like BV 380, golden christen etc. with an allocation of Rs. 87. 50 lakhs. @ Rs. 2. 5 lakhs per unit which will be benefited by generating sustained self employment to 35X10 =350 persons organized into 35 SHG. 3. With the intervention of SDA under RSVY it is proposed to allocate Rs. 72,90,000. 00 for establishing 25 nos. of pig unit @ Rs. 2,91,600 per unit and this will benefit 250 persons with sustained self employment by organizing them into 25 SHG. . Under SDA(RSVY) it is proposed to establish 10 nos. of goat unit in the areas representing different ST communities with an allocation of Rs. 19. 50 lakhs @ Rs. 109,500. 00. This will be nefit 100 persons by creating sustained self employment and will be organized into 10 SHG for maintenance after proper training to be conducted by the A. H. & Vety. Deptt. 5. As the keeping of dog is felt necessary by the middle classes and upper middle classes of N. C. Hills, Karbi Anglong, Barak Valley and Guwahati it is proposed to establish 5(five) modern dog breeding units with an allocation of Rs. ,37,400/ by which 50 persons organized into 5 SHG will get sustained self employment. The annual return of these 5 farms will be around Rs 15 lakhs. 6. In order to maintain standard feeds for the above mentioned livestock units establishment of a feed mill is felt inevitable. This feed mill is being proposed with an allocation of Rs. 1,38,00,000( Ruppes One Crore thirty eight lakhs). This will benefit 1100 nos. of AH & Vety growers and 110SHG will get direct benefit of self employment and this will definitely benefit more than 1 lakhs individuals indirectly with the supply of quality Vety. Products. Necessary arrangements for vety. care services are planned accordingly with the additive provisions of SGSY. Following Schemes are approved under RSVY. Sl. NO. Name of scheme Justification Rs. In lakhs. 01 02 03 04 01 Esstt. of Poultry Broiler Unit Modernisation of infrastructure to increase capacity of producing input, i. e. , meat and egg for the consumer and farmers of the district as well as to the neighbouring areas. 32. 85 02 Esstt. of Poultry Commercial layer Unit Modernization of existing infrastructure to increase capacities for producing input, meat & egg for the consumer & farmers of the district besides training and demonstration programme of Unemployed Youth. 87. 35 03 Esstt. of Pig Unit To modernize the existing infrastructure with view to produce upgrade inputs to supply the local breeds. This will also produce additional required pork besides demonstration & training of the farmers. 90. 77 04 Esstt. of goat Unit Project for goat farming with a view to meet the demand of mutton of the district as well as the neighbouring areas for income generation of the local people. 0. 95 05 Esstt. Of Dog breeding Unit To meet the demand of improve varieties of dogs in Haflong and other places as people use to bring dogs from outside the states. 13. 37 06 Esstt. Of Modern feed mixing plant At present cattle feed is brought from Guwahati which cost more. The new plant shall be able to supply cattle feed at a reasonable rate to all the rural places of the district. 104. 00 07 Esstt. Of fodder Farm With a view to produce green grass, seeds for farmers. 3. 00 Total 342. 29 Details of the Veterinary Schemes All these units shall be established through SHG and co-operative farm. The SHG shall continue finance either by own contribution or bank finance for maintenance of the farm. The concerned department shall only guide and supervise the establishment and maintenance of these units and they are organized into Groups for better supervision. ESTABLISHMENT OF POULTRY UNITS Poultry eggs and meat are the important sources as high quality protein to balance the diet of common people. Poultry farming can provide gainful employment if done on a commercial scale to harness the tremendous market potential in the District. Though the district has a moderately favourable climate for Poultry farming, particularly commercial broilers and commercial layer activity has not made any significant progress, due to lack of enthusiasm among the farming community as well as due to non-availability of critical in puts at right time. Further, majority of the population are under ( small units ) as made good progress due to the favourable environment availability in the district. The existing infrastructure and allocation the existing poultry Farm, Haflong can not meet the entire demand. As such new farms requires to be established and proposed the following amount for taking up the progress in phase manner. Establishment of Poultry Units Sl. No. Unit Break-up 2004-05 2005-06 2006-07 Total 1 35 Construction of Poultry sheds 15. 00 Lakhs 2. 85 Lakhs Nil 17. 85 Lakhs 2 Working Capital chicks / feed/ medicine etc. Nil 7. 50 Lakhs 7. 50 lakhs 15. 00 lakhs Total 15. 00 Lakhs 10. 35 Lakhs 7. 50 lakhs 32. 85 lakhs Establishment of Poultry Layer Commercial Unit The Commercial layer bird will start laying egg from the age of 4 months and lays egg up to 300 nos. per year till 18 months of age weighing 2. kg. The egg can also be sold at Rs. 1. 5 per egg and as such one layer can earn Rs. 450. 00 per year apart from the meat. Thus a farm may earn eggs 2. 85,000 nos. per year and total production of meat 20. 9 quintals. The Farm will serve as productive as well as practical demonstration farm from the trainees of this district with a total allocation of Rs. 180 lacs there is the proposal for production of meat sufficient for the district. Sl. No. Unit Break-up 2004-05 2005-06 2006-07 Total 1 35 Construction of Poultry sheds 15. 00 Lakhs 2. 85 Lakhs Nil 17. 85 Lakhs 2 Working capital chicks / feed/ medium etc. Nil 34. 75 Lakhs 34. 75 Lakhs 69. 50 lakhs Total 15. 00 Lakhs 37. 60 Lakhs 34. 75 Lakhs 87. 35 lakhs Establishment of Pig Unit Pig rearing is common among the farmers in the district, majority of farmers being small & marginal, those activities are able to provide them supplementary income. The activities are thriving in the district due to the excellent demand for the pork and meat. The existing Pig Farm, Haflong can not meet the demand of pork & piging for the farmers & public. The following requirement of fund are proposed for new programme of Pig Farm, Haflong. Establishment of Pig Unit Sl. No. Unit Break-up 2004-05 2005-06 2006-07 Total 1 25 Construction of sheds for Pig 20. 00 lakhs 31. 00 Lakhs Nil 51. 00 Lakhs 2 Purchase of animal Nil 6. 00 Lakhs 4. 25 Lakhs 10. 25 lakhs 3 Working expenditure Nil 15. 00 Lakhs 14. 52 Lakhs 29. 52 Lakhs Total 90. 77 Lakhs PROJECT REPORT FOR ESTABLISHMENT OF GOAT UNIT INTRODUCTION : The North Cachar Hills District of Assam with Geographical area of 488800 hectors. 01. East # Nagaland and Manipur State. 02. West # Meghalaya State of a part of Karbi-Anglong 03. North # Nowgaon District 04. South # Cachar District 05. Height # 3117 feets ( Haflong ) The climatic conditions according to geographical location is suitable for esstt. Of Goat Project in N. C. Hills District. The evergreen grass and natural trees welcoming goat rearing in this hilly areas. There are sufficient fellow and waste land with green grass where goat project can be established. STRATEGY # The hill people generally take meat as their protein food local stock of goat are not available to meet the growing demand of meat. Establishment Goat Unit Sl. No. Unit Break-up 2004-05 2005-06 006-07 Total 1 10 Construction of sheds etc 2. 00 Lakhs 1. 22 Lakhs Nil 3. 22 Lakhs 2 Cost of animal (a) Buck (Beeta) @ 2000/- two Nos. for each unit (b) Doe @ 900/- 50 Nos. for each unit Nil 3. 00 Lakhs 1. 90 Lakhs 4. 90 lakhs 3 Working expenditure Nil 2. 00 Lakhs 0. 83 Lakhs 2. 83 Lakhs Total 10. 95 Lakhs LAND # At least 250/ 300 bighas of land are to be required for infrastructure facilities, Fodder plot and for grazing la nd. The site is required near the river or spring for water supply facility. COMMUNICATION # The site is required where road communication facilities are available. POWER SUPPLY # This is also necessary near site for taking up power supply to the project. MARKETTING FACILITIES # N. C. Hills itself is a good market for meat and input. The surplus stock can be sold nearby Meghalaya state Silchar, Nagaon or at Guwahati. STAFF # 01 (one) officer, 01 S. V. F. A. , 02 V. F. A. 01 Accountant, 01 LDA and 03 grade IV staff can be placed from the existing staff of the deptt. But 03 nos. technicians for processing of meat, preparation of wool etc. are to be sent for training from the existing staff. MODERN DOG BREEDING UNIT The middle classes and the upper middle class use to keep dogs as a status symbol and also as requirement for watching. They are found to have taken the pups of improved varieties from out side the state. And attempt has been made through this scheme to breed improved varieties of dogs. Sl. No. Unit Break-up 2004-05 2005-06 2006-07 Total 1 10 Construction of dog house 5. 00 Lakhs 2. 85 Lakhs Nil 7. 85 Lakhs 2 Purchase of breeder Dogs – (a) German Shepherd @ 10,000 each (b) Doverman @ 10,000 each (c) Labrador @ 10,000 each Nil 2. 50 Lakhs Nil 2. 50 lakhs 3 Working expenditure, food medium etc. Nil 1. 1 Lakhs 1. 51 Lakhs 3. 02 Lakhs Total 13. 37 Lakhs FEED MIXING PLANT The Govt. Feed Mixing Plant at Haflong has been established with a view to supply balanced feed at a reasonable price to the departmental farms and other private farmers of N. C. Hills District. At present, the plant is supplying feeds to the only Govt. Pig-cum-Poultry Farm, Haflong and other small private farms o f N. C. Hills District. In a short period of time the plant has become popular particularly to the Farms of the District as they are giving more profit by procuring feeds from this Feed Mixing Plant. The nos. of pig of the Govt. Pig-cum-Poultry has increased to 3 times more within 1 year of inception of this plant. As there is one new Govt. Pig Farm called Pig seed production project, Umrangso is going to begin recently and numerous small private farmers are coming-up under the sponsorship of DRDA in N. C. Hills. Now the Feed Mixing Plant may not be able to meet the entire demand of supplying feeds as it is increasing day by day. Further, the requirement for establishment of Dairy demonstration farm, Haflong will also be proposed in this plant. As such, more fund for purchase of ingredient and supplement are necessary to increase production yearly. The following schemes to increase production id proposed. The proposed Modern Feed Mixing Plant will be set up on co-operative basis organizing the SHGs in to a co-operative unit. ESTABLISHMENT OF MODERN FEED MIXING PLANT Sl. No. Scheme 2004-05 2005-06 2006-07 Total 01 Construction of feed mixing plant building 30. 00 Lakhs 18. 00 Lakhs Nil 48. 00 Lakhs 02 Purchase of Equipment and machineries 18. 00 Lakhs 6. 00 Lakhs Nil 24. 00 Lakhs 03 Materials and supply Nil 22. 00 Lakhs Nil 22. 00 Lakhs 04 Transportation 5. 00 lakhs 5. 00 lakhs Nil 10. 00 Lakhs Total 104. 00 lakhs ESTABLISHMENT OF FODDER FARM A Fodder Farm with a view to produce green grass, seed and for demonstration purchases for the farmers and for departmental farms is most essential. To establish this farm the follow land of the existing farm of Pig-cum-Poultry Farm is to be utilized in a scientific manner. The following scheme is prepared for establishment of the farm. For the time being 05 (five) bighas of land are to be utilized for the farm. Scheme is prepared as follows :- Sl. No. Unit Scheme 2004-05 2005-06 2006-07 Total Rs. (in Lakhs) 01. 1 Reclamation of Land 1. 00 Nil Nil 1. 00 02. Purchases of seeds 0. 50 0. 20 0. 20 0. 90 3. Irrigation facilities 0. 50 Nil Nil 0. 50 04. Maintenance cost Nil 0. 30 0. 30 0. 60 Total 2. 00 0. 50 0. 50 3. 00 TRAINING AND RESOURCE CENTRE WITH ACCOMMODATIONS AND COMPUTER FACILITIES The government department and the NGO’s have been trying to uplift the rural masses by providing many inputs, but since the district does not have a proper training and resource centre the govt . officials and the NGOs become ill equipped to impart training as well as acquire training. Objective: The objective of establishing a training and Resource centre with accommodation and computer facilities are as follows. ) To provide training on livelihood issued to jhum cultivators. b) Rural Technology centre. c) Support to NGOs and SHGs d) District Resource Centre. e) E-commerce. TRAINING AND RESOURCE CENTRE WITH ACCOMMODATIONS AND COMPUTER FACILITIES Sl. No. Unit 2004-05 2005-06 2006-07 Total 01. 01 Construction of Building for Centre 20 Lakhs 13. 00 Lakhs Nil 33. 00 lakhs 02. Electrifacilities/ Water Supply Nil 2. 00 Lakhs Nil 2. 00 Lakhs 03. Furniture’s Nil 3. 00 Lakhs Nil 3. 00 Lakhs 04. Computer/ Printer Scanner/ T. V. / LCD Projector etc. Nil 12. 10 Lakhs Nil 12. 10 Lakhs Total 20. 00 Lakhs 30. 10 Lakhs

Pepsico Swot Analysis, India

The recipe for Pepsi (the soft drink), was first developed in the 1880s by a pharmacist and industrialist from New Bern, North Carolina, named Caleb Bradham – who called it â€Å"Pepsi-Cola† in 1898. As the cola developed in popularity, he created the Pepsi-Cola Company in 1902 and registered a patent for his recipe in 1903. [4] The Pepsi-Cola Company was first incorporated in the state of Delaware in 1919. In the early 1960s the company product line expanded with the creation of Diet Pepsi and purchase of Mountain Dew.Separately, the Frito Company and H. W. Lay & Company – two American potato and corn chip snack manufacturers – began working together in 1945 with a licensing agreement allowing H. W. Lay to distribute Fritos in the Southeastern United States. The companies merged to become Frito-Lay, Inc. in 1961. [7] In 1965, the Pepsi-Cola Company merged with Frito-Lay, Inc. to become PepsiCo, Inc. , the company it is known as at present. At the time of its foundation, PepsiCo was incorporated in the state of Delaware and headquartered in Manhattan, New York.The company's headquarters were relocated to its still-current location of Purchase, New York in 1970,[8] and in 1986 PepsiCo was reincorporated in the state of North Carolina. [5] PepsiCo was the first company to stamp expiration dates, starting in March 1994. PepsiCo Inc. is an American multinational food and beverage corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc.PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands, the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001—which added the Gatorade brand to its portfolio. Competition The Coca-Cola C ompany has historically been considered PepsiCo's primary competitor in the beverage market,[27] and in December 2005, PepsiCo surpassed The Coca-Cola Company in market value for the first time in 112 years since both companies began to compete. In 2009, the Coca-Cola Company eld a higher market share in carbonated soft drink sales within the U. S. [28] In the same year, PepsiCo maintained a higher share of the U. S. refreshment beverage market, however, reflecting the differences in product lines between the two companies. [28] As a result of mergers, acquisitions and partnerships pursued by PepsiCo in the 1990s and 2000s, its business has shifted to include a broader product base, including foods, snacks and beverages. The majority of PepsiCo's revenues no longer come from the production and sale of carbonated soft drinks. 29] Beverages accounted for less than 50 percent of its total revenue in 2009. In the same year, slightly more than 60 percent of PepsiCo's beverage sales came from its primary non-carbonated brands, namely Gatorade and Tropicana. [28] PepsiCo's Frito-Lay and Quaker Oats brands hold a significant share of the U. S. snack food market, accounting for approximately 39 percent of U. S. snack food sales in 2009. [28] One of PepsiCo's primary competitors in the snack food market overall is Kraft Foods, which in the same year held 11 percent of the U.S. snack market share. As of 2009, 21 PepsiCo brands met that mark: Pepsi-Cola, Mountain Dew, Lay's, Gatorade, Tropicana, 7Up, Doritos, Lipton Teas, Quaker Foods, Cheetos, Mirinda, Ruffles, Aquafina, Pepsi Max, Tostitos, Sierra Mist, Fritos, and Walker's` PepsiCo in India Various products in Indian Market are Pepsi Cola, Mirinda, 7up, mountain dew, diet 7up, diet pepsi, lays, kurkure, aquafina, pepsi twist and Tropicana juices. Product in Spot light – Pepsi Cola Swot Analysis Of PepsiSwot analysis is based on thorough analysis of business (corporation, Product Category Competition, Customers a nd products) identifies and evaluates the internal strengths and weaknesses of the company well as its external threats and oppurtunities. The marketing mix is driven by the results of swot analysis. Strengths * Company has a very established name and good reputation * As the target customers of pepsi is young generation, so pepsi has mostly brand loyal customers. * Most of the customers are satisfied with the price of pepsi. * Pepsi spends a lot of budget on its advertising. Pepsi has a very vast distribution channel and it is easily available everywhere. * Pepsi offers many discount schemes for customers time to time. * Pepsi Cola is sponsoring sports, musical concerts etc. * Stylish packaging like in my can. * Since Pepsi is has youth Icons of India as its Brand Ambassadors (e. g. Sachin Tandulkar, Ranbir Kapoor, MS Dhoni etc. ) which is also a strong point for the company. Weakness * Pepsi targets only young customers in their promotion. * Pepsi tin pack is not available in far off rural areas. * Like Coca Cola no Diet Pepsi is available to attract customers having low sugar preference.Opportunities * Company may start entering rural areas also. * Increased interests of people in musical groups, cultural shows and sports has provided an opportunity for pepsi to increase its sales through them. Competitors * The main competitor of company is Coca Cola. Coke has started its advertisements more effectively and it is a very strong threat for pepsi. * Cola drinks are not good for health, so awareness level of people are increasing, which is a big threat to company. How Internal and External factors affecting the strategies Marketer needs to be the good at building relationships with customer.Others in company and external links. To do this effectively they must understand the major environmental forces that surrounds all these relationships company environment consist of forces outside the marketing that effects marketing management. Ability to maintain or buil d successful relations with target customers. Every company should know the vital importance of constantly watching or adapting to the changing environment . as the world moving fast today no one can be the certain about the future. The environment continues the change rapidly.By carefully studying the environment, marketers can adapt their strategies to meet new marketplaces challenges and opportunity some of the external or internal environmental factors that affect the market trend of the companies are as following: EXTERNAL ENVIRONMENT: The macro environment consists of larger societal factors that affect the microenvironment. The external factors are not under the control of marketers. They can just observe them and make strategies in light of these factors. Some of these factors are: Demographic Factors * Age: The requirements of different age groups are different.Pepsi shoul target that customer group that consumes it the most and make promotional strategies according to thei r behavior. So their main target is young generation. * Education: A company has to make promotional strategies according to the customer level. If the percentage of education is higher in a country; then through advertisements people can me made well aware of their product and can convey their messages easily. Promotion and education has a direct relationship. * Population Distribution: It means how much people live in urban and rural areas.Pepsi is focusing more on urban areas as people there are more inclined towards urban areas as compared to rural areas where people prefer drinking lassi and desi drinks. Economic Factors: * Income and Income per capita: If the income or per capita income of people increases, it will have a positive effect on the people of pepsi. * Inflation: If the country faces inflationary trend in market, the price of pepsi will ultimately increase, which will lower its demand. * Fiscal policy: If the heavy price is levied on pepsi, its price will increase w hich will have negative effect on consumption. Monetary policy is made to restrict or increase the flow of money in market. If the policies are made to restrict the flow of money in market, the inflation can be controlled, which ultimately increase the consumption of pepsi. Natural/Physical Factors * Region: India is divided into different geographical regions. Marketing and sale of pepsi is different in different geographical regions. In hot areas its demand is more. * City siza: The cities which are densely populated, the consumption of pepsi is more. * Climate: Pepsi is more suitable for humid or hot weathered conditions. It is the source of efreshment when the person is thirsty due to hot weather. * Infrastructure: Roads are the basic need for transportation of pepsi from one place to another. Pepsi cannot open factories in any city as it has to transport to other cities where pepsi is demanded. Electricity is the basic necessity for production of any product. Constant load shed ding slows down the process of production, which can lower market share. Technological Factors * Research and Development: Through research and development, quality of product can be improved or better techniques or machinery can be developed which can increase the production.When technology is advance the supply of product increase, hence the company experience growth in business. Political and Legal Factors: * Political stability: Whenever the government iss considered to be stable, the business will flourish, if there is political stability in the country the policies and strategies made by pepsi can be consistent to be implemented. Foreign Countries are also keen to invest in thoe countries which are politically stable where they have no fear of decline in their market share or shutdown due to sudden change of government. Mixed Economy: In mixed economy, government and private sector both play their role in developing the economy of the country. Investment by the foreign country like pepsi is more likely to flourish in mixed economy. * Laws Formulation: The government has given copy rights to Pepsi so that another company cannot sell their products by the name of pepsi. The countries where laws are formulated, the strategies and activities of the company are different. * Social responsibility: Pepsi`s social responsibility is to provide its customer which clean and hygienic product.So to do this, they have increased the use of disposal bottles. Social and cultural factors * Psychographic: It is a combionation of demographic and psychological factors. Psychological attributes mean how you perceive things. The company will focus on the behavior of customers and make different changes in their product quantity or quality and in promoting their product so they can attract the customers. Keeping in view the behavior of different customers is not alike, they have to make their marketing strategies in accordance with their requirements so that they are convinced to buy their product. Religious : Religious factors can influence the market sales of pepsi as it happened in 2003, when US led attack on Iraq, wide sections of society in Pakistan have banned American multinational coke and pepsi. * Social Status: Pepsi is a well renowned brand. People who are brand conscious will not drink beverages of lesser known brands such as Royal Crown cola. They will try to show their status by drinking pepsi which is known to all as quality drink. * Media: It is a very important factor for marketing. Media these days is a very affective way of inspiring people to buy a specific product.A good promotion can boost up sales to a great extent. Micro or Internal Factors * Customers: There are 3 types of customers 1. Consumer 2. Business 3. Government Pepsi`s main focus is the consumers which are the end users. Pepsi has to make its marketing strategies keeping in view the consumer buying behavior. To forecast the behavior of consumer is a business problem. The physical aspect of consumer can be satisfied but it is difficult to satisfy the consumer psychologically. Consumer buying behavior is affected by the certain factors like cultural factors, social factors and psychological factors.So the producer should keep these factors in mind while promoting their product so that they can acquire the customers and increase their market share. There are different consumers in the society whose behavior is not the same. Every consumer has a different perception of different products. Some consumers are impressed by one quality of the product which may be in the view of other consumers may not that impressive. So to deal with the different consumers in a society, one should know about the consumer buying behavior process which may help in making a true picture of the product in the mind of consumers. Suppliers He is the person who provides the raw materials to the producers and the sellers. Supplie form an important link in the company`s overall cus tomer value delivery system. They provide the resources needed by the company to produce its goods and services. PepsiCo International provides raw material to Pepsi franchise in India. Supplier problem can seriously affect marketing. Marketing manager must watch supply availability i. e. supply shortage or delay. The company should monitor the price trends of their key inputs. Rising supply cost may force price increase that can harm the company`s sale volume. Competitors He is the person who is selling the same type of product in the market. The marketing concept states that to be successful a company must provide greater customer value and satisfaction than its competitor do. Pepsi has a tough competition with coca cola and it faces a little competition with local producers like Rc Cola, Alfa etc. The local producers hardly affect the sale of pepsi in the market. * Market Intermediaries/ Distributers Distributers maintain the image of the product and sale in the market. If items are not properly placed by the distributer, it will disperse the market.Channels of Distribution The pepsi uses the following two channels for the distribution of their products: Intensive Distribution: Pepsi Co follows anintensive distribution strategy. To support their ubiquitous feature they want to place theirproduct in as many outlets as possible. ? Increases market coverage Distributors: 3 to 5 % is the profit marginRetailers: 10 % to 16 % is the profit margin DISTRIBUTORS Jain distributors -Munirka, New DelhiManagesbuffer for 10 days anduses TALLY and EXCEL software SS drinks Private Limited WHOLESALERS EKTA Wholesalers Private LimitedManagesbuffer for 2-3 days anduses EXCEL oftware RETAIL AmitCorner, KatwariaSarai Transportation cost, vehicle cost at each stage is borne by intermediaries. CHANNEL MANAGEMENT PepsiCo has lot of control over the channel In case of Pepsi to Authorised distributor to retailshops (defined territory of distributor. Pepsi assigns a particular territ ory to the distributor under an agreement. No intervention into other`s territory withour company`s knowledge. Retailers accountable to the authorized distributors. Suggestions Install vending machines for direct distribution Financial support to franchises.

Apple Inc. Steve Jobs - 1431 Words

APPLE INC. Steve Jobs Apple Inc. Is an American company and also one of the largest companies across the world with highly valued technology which makes and sells many electronics including Mac software, personal computers and consumer electronics such as iPod, iPhone, iPad and Macintouch line of computers. On 1st April 1976 Apple Inc. was established and it almost 40 years. Further we will breakdown with its historical background. (Rawlinson, 2016) The history of Apple Inc. started with two friends Jobs and Wozniak followed by three others. Steve Jobs and Woz are the two main founders with Ronald Wayne. Ronald Wayne then soon sold his 10% of his share for just $500 which is worth $72bn today. Jobs met Wozniak at California’s Menlo†¦show more content†¦Furthermore, considering at Apple’s recent product there are several parts which can be broken down i.e. a proper planned design firm, a stronger media platform to prove its value, a sustainable company for its launch, however this takes on account with software and its powering capacity, a proper design of its out-look and a movement on its another model. (Hangen, 2016) Secondly, after Apple there are many other who started building their own parts and motherboards but Apple was just concentrating on their operating systems and design better computer parts hence reinventing the new design standards as well. This leads with an example of iPhone, iPad and Mac. Marketing techniques such as simpler language usage is one of the key factors. Steve Jobs key thing is thinking as buyer not as a seller, which means what a buyer will think if they want something for their day to day routine. Ignoring terms such as megabytes, gigabytes and processor will help boosting of customers. Selling products which have uniqueness such as glass till the edge and back to protect, retina display, finger print lock and LED backlighting. Furthermore, pricing is an important aspect in any terms; one of the hardest parts is what to charge for the invented product and in many cases they would