CMAeMagBI-MONTHLY MAGAZINE OF CHANDIGARH MANAGEMENT ASSOCIATION

January 2010Issue 1

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Looking Ahead in 2010

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Page No.

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2-3

4-5

6-7

8-9

10-11

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13-14

15-16

17-18

19-21

Subject

Foreword

Genesis of Global Warming & the Copenhagen Accord

Bollywood : most promising and potential investment destination for NRIs

Issue of Sustainable design

Perceived parameters of ethical behavior

Tata Group and CSR

Relating Modern Management with Bhagavad-Gita

2009 Events

Tourism for economic growth of the region

Branding isn't just for big business

Stark Reality A View Point*

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Col Karamjeet SinghPresident-CMA

At the outset, I wish you all a very Happy New Year. A serious threat of global warming

has invited the concern of all global citizens in 2009 that has posed a challenge to the

human race for its own very existence. Emission of green house gases & their dire

consequences have locked horns with the industrialisation & hence growth of

developing & underdeveloped economies. As you are aware, the recently concluded Copenhagen Accord, though, not binding

legally, has yet demonstrated that world's serious concern. As said by our Environment

Minister, Mr. Jairam Ramesh “The Accord recognizes the need to limit the global

temperature rise by 2050 to below 2 degrees Celsius above pre-industrialised levels”.

Developed countries are resorting to arm twisting of developing countries to cut CO2

emission, meaning there by reducing the usage of fossil fuels - a cheaper alternative

energy sources. The substantial goal India agreed to, at Copenhagen was to reduce the

carbon emission by 20 to 25 per cent by 2020. However, not standing the political

hobnobbing over the issue, global warming, if not checked in time, is bound to affect a

catastrophe. It is a concern for all & the citizens have equal responsibility to contribute

their bit to mitigate the global warming.

CMA has taken some small steps to reduce the carbon footprints through circulating

notices, newsletters etc by electronic media & shedding use of papers, manufactured

out of wood. This is a humble way; we all may imbibe for the cause.

CMA's eMag, that we are launching this year, is a sequel to our baby steps in this

endeavour. I am sure; we will find eMag a useful cost effective instrument. This is

intended to be a bi-monthly affair & I humbly request all to contribute generously by

writing articles & other interesting/educative scripts including anecdotes. We also

invite suggestions to improve the eMag.

May God bless all!!

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Warming & the Copenhagen Accord

Tags : Global Warming, CO2 emission, greenhouse, Renewable, Energy, Kyoto Protocol, Copenhagen Accord

One of the most interesting global questions even today is whether the climate is changing and, if it really is, whether the reasons are man-made (anthropogenic) or natural - or maybe even both. Today, fossil fuels are the cheapest sources of energy available for the use of both personal as well as commercial purposes. All industrial and economic growth, the phase in which the developing countries are into, requires an abundance of energy supply. Anything that restrains energy supplies reduces economic activity.

J.N.VohraB.Text, M.Tech, F.I.E, C. Eng. (I), M.I.M.ACo-ordinatorNorthern India Textile Mills, Association

The hypothesis of man-made global warming has existed since the 1880s. It was an

obscure scientific hypothesis that burning fossil fuels would increase CO2 in the air to

enhance the greenhouse effect and thus cause global warming.

The average temperature of the earth had arisen about 1°F over the past 100 years.

Since very little greenhouse gas emissions took place before 1940, the global

temperature rise for that period was explained due to natural causes such as Ocean

circulation changes, volcanic eruptions, solar irradiance changes, rather than build up of

CO2.

The Genesis

Lady Thatcher belonging to the Conservative Party of UK had initiated the global

warming issue. The hypothesis extended was that the Coal-fired power stations emit

CO2 but nuclear power stations don't. And CO2 along with other greenhouse gases are

the cause of global warming. Global warming provided an excuse for reducing the UK's

dependence on coal by replacing it with nuclear power. So, early in her global warming

campaign - and at her personal initiation - the UK's Hadley Centre for Climate Prediction

and Research was established to carry on climate-related research.

One of the most interesting global questions even today is whether the climate is

changing and, if it really is, whether the reasons are man-made (anthropogenic) or

natural - or maybe even both.

The United Nations appointed Intergovernmental Panel on Climate Change (IPCC) and it

warned that the climate is rapidly warming and that the reason for this is mostly the

increased amount of carbon dioxide (CO ) in the atmosphere and that this is an example 2

of an "anthropogenic" effect. Former US Vice President Al Gore, known for advocating

global warming, said that climate change is due to CO2 emmission and that the "science

is settled"

The Scare

The world's output of carbon dioxide (CO2) - which

accounts for 75 percent of all greenhouse gases - is set

to increase by 55 percent by 2030. If the release of the

carbon dioxide is not checked, the earth would become

much warmer than usual causing changes in rainfall

patterns, melting of the glaciers making the sea level

Coal Fired Power Station emitting CO2

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growth, the phase in which the developing countries are rise. Droughts and floods will occur more frequently in into, requires an abundance of energy supply. Anything many inland areas that have extreme weather condition that restrains energy supplies reduces economic activity. which will badly affect the pattern and growth of Developing nations cannot afford technological agriculture. In short, earth will not be the same as it is advances until they are supported by the advanced today. countries, who on the first instance were the culprits to In 1987, the Brundtland Report, also known as 'Our make their economic advances by burning the fossil fuels Common Future', alerted the world to the urgency of ever since the industrial revolution.making progress toward economic development that The Copenhagen accord

With that background, on the optimistic side, the

Copenhagen Accord, for the first time, unites the US,

China and other major developing countries in an effort

to curb global greenhouse gas emissions. The Kyoto

Protocol did not achieve this - it imposed no obligations

on developing countries to restrain the growth of their

emissions, and the US never acceded to it. The

Copenhagen accord also says developed countries will

aim to mobilise $100bn per year by 2020, to address the could be sustained without depleting natural resources needs of developing countries. or harming the environment. The Copenhagen accord recognize the crucial role of The Framework Convention on Climate Change (1992) reducing emission from deforestation and forest and the Kyoto Protocol (1997) represent the first steps degradation and the need to enhance removals of taken by the international community to protect the greenhouse gas emission by forests and agree on the Earth's climate from dangerous man-made interference. need to provide positive incentives to such actions

through the immediate establishment of a mechanism The Paradox including from deforestation and forest degradation Global warming proponents call for reduced CO2 (REDD-plus), to enable the mobilization of financial emissions and call for cuts in the use of energy, but the resources from developed countries. energy industries have done more to benefit mankind However, the summit did not result in a legally binding than anything else since the invention of agriculture. deal or any promise to reach one in future. The accord They advocate use of 'renewable' for energy supply such appeals to countries to curb greenhouse gas emissions, as solar, wind, biomass to replace fossil fuels. The irony is but these will not be legally binding commitments. A that this is almost a call to return to pre-industrial society: commitment "to reduce global emissions so as to hold since earlier fossil fuel-coal replaced biomass and wind the increase in global temperature below 2C" and to power (used in pre-industrial society) to fuel the achieve "the peaking of global and national emissions Industrial Revolution. as soon as possible" Furthermore, there is no global Today, fossil fuels are the cheapest sources of energy target for emissions reductions by 2050 and the accord available for the use of both personal as well as is unclear as to how its goals - such as the $100bn of commercial purposes. All industrial and economic funds annually will be mobilised.

Melting of the Glaciers due to Global warming

“Coming together is a beginning. Keeping together is progress. Working together is success.”“The nice thing about teamwork is that you always have others on your side

Bollywoodmost promising and potential investment destination for NRIs

Dr. Gulsha Sharma

Secretary General- IPCSIDirector ITFT College-Chandigarh

Ph.D (Service Industry) ACTE (WTO) Spain, WT (USA)

Tags : Bollywood. NRI, Diaspora, Hindi Film, Cinema television, media, entertainment, industry

Bollywood seems to be even more promising than 2009, the year that was. Looks like the biggies of the industry had saved their spectacular slices for the New Year! That's my belief without apologies! Well, to say there is plentiful scope in the future and in present times for NRIs to invest in Bollywood. However, it is not as rosy as it sounds, there can be some cache impediments

India has emerged as one of the most promising and potential investment destinations for NRIs and our Diaspora is taking a fresh look at putting in their finance. However, it's more than just a business alliance for Indian Diaspora across seven seas; it's like dedicating tribute to the country where their heart resides and their origin had been!

NRI investments in India are on a rise and swelling continuously. Mainly, owing to the fact that Indian economy is surging constantly. The pace is mushrooming, despite economic slumps and risks here and there. Besides, there are several government and other prominent entities, making all out efforts to harness NRI investments and channel the same in the best possible way. NRIs are aspiring to invest their money into numerous avenues in India, which they can think of!

Bollywood; beckons NRIs

One such core opportunity is our fast developing Indian media and entertainment industry. As per some recent statistics, India proudly boasts her 200 television networks and 97% radio coverage. The country is also best known for circulating around forty nine thousands newspapers and magazines and producing more than a thousand major motion pictures yearly! No doubt, Indian media and entertainment industry has evolved as a hot spot scope for NRI investors.

Many economists, consulting firms and political pundits have predicted that Indian economy will become the most upscale economies of the world by 2050? Well, such updates trigger those right investment sentiments and also bring along a happy sigh!

India's rapidly increasing economy together with Hindi film industry, also affectionately known as Bollywood, has attained up surging stature and beckons NRIs The industry provides considerable amount of investment scope for NRIs. Bollywood is bigger and better than its counterparts on the other side of the Atlantic! According to some latest findings, Indian Bollywood is a whopping Rs 22,500 Crore industry that fetches it the tag of being the biggest and the grandest in the world. There are no two opinions about the fact that Bollywood is a vibrant industry.

Bollywood seems to be even more promising than 2009, the year that was. Looks like the biggies of the industry had saved their spectacular slices for the New Year! That's my belief without apologies! Some other forthcoming Bollywood flicks that are lined up to make a mark are Pyaar Impossible, Chance pe Dance, RannVeer, Ishqiya, Raajneeti, House-full and many more. Let's wait and witness which Bollywood movies can grab us by lapels and wake us up. But, for that to happen we got to hold our fervor membrane for a while until we finally know what lies beneath Bollywood this year! Nonetheless, we also admit that Indian Cinema still needs to grow more! 4

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Be 'CINEMATICALLY' right

Well, we like to say there is plentiful scope in the future and in present times for NRIs to invest in Bollywood. On this, we certainly can't sidestep the mention of some eminent NRI personalities who already have put in their money in Indian cinema and made some milestone films as well. Among the notable names that we can't zip past are Param Gill from California (Rockin' Meera), Gurinder Chadha (Bend it like Beckham), Kiran Merchant (Quaterlife Crisis), and Meera Nair

(Namesake).

Needless to say, Indian cinema world gives a wide range of options and opportunities for NRI investors wherein costs are a fraction of what Hollywood demands. Whereas, there isn't any dearth of opportunities for NRI investors in India, however, it is not as rosy as it sounds. There can be some cache impediments which might dilute the zeal to invest. Nonetheless, if you know the right ways to invest and how to go about managing affairs, and in such a scenario, it's all about being 'CINEMATICALLY' right and carrying your intelligence on your shoulders always!

TEAM WORK“Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments, toward organizational objectives, is the fuel that allows common people to attain uncommon results.”

Every member in a Team, has times when they need support ...

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Issue of

Sustainable design

Dr. Prabhdip BrarAssistant ProfessorPanjab University, Chandigarh.

Tags : Sustainable Design, Green Design Concept, Cleaner Environment, design culture

A sustainable future will depend on people becoming involved in conserving and using resources efficiently. To begin with we can follow the three R's i.e.; reduction, reuse and recovery and help others to understand the potential problems of waste and the alternative options to simply throwing things away. This “cradle-to-cradle” approach, known as “green” or “sustainable” thinking considers a total economic and environmental impact and performance towards building of reuse or disposal.

“An end to the effluent society will lead to a more affluent society”: Norman Myers.

Genesis is ongoing. As human beings, we continuously create things that help form the basis of the world as we know it. When we create these new things tools, organizations, processes, symbols and systems we engage in design.

To come up with an idea, and to give form, structure and function to that idea, is at the core of design as a human activity. Design is such a natural human ability that almost everyone is designing most of the time whether they are conscious of it, or not.

Framing our understanding in this way, we do use the concept of design to define, and promote, a new philosophical tradition; a new culture of inquiry and action. This designedly approach applies to an infinite variety of design domains; including those fields that are traditionally thought of when we consider design, such as architectural or interior design, industrial design, engineering design, graphic design, urban design, information systems design, software design, fashion design and other forms of physical design.

Leadership: essential for design culture

But our definition also allows us to encompass other design areas, such as organizational design, social systems design, educational systems design, work place design and healthcare design. Such a design approach can even be applied to significant social institutions such as governments, including the design of democratic constitutions. The process of design is always the most effective and efficient means of getting organizations and individuals to new places. Design is therefore about leadership and leadership is therefore an essential element of any design culture. These demands require leaders to imagine and implement adequate responses that are sustainable in all their implications.

Opinions polls suggest that the majority of people would prefer to live more sustain ably, but do not have the skills, time or resources to make the changes on their own. Some scientists now believe that it is possible to have economic growth while reducing waste at the same time. They use the term sustainable development to describe this. It means that we have to think carefully about how we use resources today, so that we do not use them all up or harm the environment for future generations. Those who believe in sustainable development tell us that this is only possible if we all make changes now in the way we live.

Green Design Concept

A sustainable future will depend on people becoming involved in conserving and using resources efficiently. To begin with we can follow the three R's i.e.; reduction, reuse and recovery and help others to understand the potential problems of waste and the alternative options to simply throwing things away.

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Increases in pollution stimulate the development of from it was an inevitable and important part of the

better, cleaner technology, and new methods of cleaning project. It was important to realize that one person's

up the mess. Science and technology possess enormous waste might be another

potential to assist in caring for the Earth, but they must be p e rs o n ' s res o u rc e . T h e

employed in a careful, balanced and responsible way. The challenge was not to work out

“technical fix” approach is neither balanced nor what everyone else should be

sustainable. doing. We developed a shared

A small project which I initiated with the final year Final vision of how we can move

year students of Fashion Design at NIIFT, Mohali talks towards a more sustainable

about sustainable design. The environmental strand of future and commit ourselves

this module “Best out of the waste” introspect the impact to immediate, sustained action

human development is having on the planet and how this for a cleaner, greener world.

could affect our future. At the dawn of a new millennium, Examples of students work:

we are consuming more energy and producing more a) A chair made by welding of

waste than ever before. What are the effects of our bi-cycle wheels brought from a Kabari dealer.

consumer behavior on the natural world and how long it b) Magazine pull outs sewn together to take the form of a

will last? Is still a question of debate? This module asks waist jacket.

and answers various questions like what we as individuals No matter what governments and industries do, a

can do to help. sustainable future will depend on people like you and me

“Cradle-to-cradle” approach making our own decisions. The industry's growing

Till now we had seen waste as sustainability ethic is based on the principles of resource

a growing problem. In this efficiency, health, and productivity. Realization of these

module we considered waste principles involves an integrated, multi disciplinary

as a resource for design ideas approach one in which a project and its components

and aesthetical objects. could be viewed on a full life-cycle basis. This “cradle-to-

Recycling and reuse helps cradle” approach, known as “green” or “sustainable”

reducing waste problems and thinking considers a total economic and environmental

students tried to add a new impact and performance towards building of reuse or

dimension to the waste by disposal. Ultimately, adoption of sustainable thought will

creatively using it in their lead to a shift in the industry, with sustainability

innovations. Most of the thoroughly embedded in its practice, products,

products created during this standards, codes, and regulations.

module revolve around the concept of innovation You may decide that technology will solve our waste

through re-purposing unconventional material to make problems, or maybe, like many environmentalists, you

simple everyday objects. It was a fun experience for the think we have already done too much damage. With so

students picking up waste and junk and then putting them much debate about waste and recycling it is difficult to

in a completely new context and use. A lot of times, using know what to do for the best. Do we continue to take risks

objects from our daily lives in different ways or breaking with the future, or it time to say enough is enough and act

stereotypical views leads to innovation and adds now?

excitement to the experience of using them. The next “If you are thinking a year ahead, sow seed. If you are

challenge would be to design a system where used objects thinking ten years ahead, plant a tree. If you are thinking

can be collected in bulk, cleaned and ordered to facilitate 100 years ahead, make people aware. By sowing seed

eco-friendlier production. once you will harvest tenfold. By opening the minds of

This century has seen people like el gore stressing on issue people, you will harvest 100-fold.”: Cinese proverb

of global warming and sustainability. Studying the waste

and the process of refining it involved in creating products

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parameters of ethical behavior

Tags: Ethics, Ethical, Standards, code of conduct, value system, whistle blowing

Some of the people are in a dilemma when there is a conflict between their personal ethical standards and the ethics followed by their co-workers. If they follow their own ethical standards they may be victimized for not following acceptable standards of the group they are working in.

Mahesh ChanderAsst. Vice President - CommercialRadcliffe Schools Education Pvt Ltd.Chandigarh

“If Nation is to have ethics; Society has to promote ethics and value system. If Society is to have ethics and value system, families should adhere to ethics and value system, If families have to get evolved with ethics and value system, parenthood should have inbuilt ethics. Parental ethics come from great learning, value based education and creation of clean environment that leads to righteousness in the heart. Where there is righteousness in the heart, there is beauty in the character. Beauty in the character leads to harmony in the home and order in the nation, and order in the nation leads to a peaceful world” said Dr. Abdul Kalam, Former President of India.

Dr. Kalam has linked individual ethical behaviour and value system to parenthood, families, society, organizations and the nation. Such is the importance of ethicality and ethical behaviour that it eventually leads to a better and peaceful world for all.

Acceptable ethical behavior

The seeds of ethical behaviour are sown early in life, they say, and education systems play an important role in building this behavior. Even though, all religions teach ethical behavior, eventually, it is the society, which decides what is an acceptable behaviour or practice? When I was a child my father taught me to do things for which I do not have to lie or I do not have to hide or conceal anything from others. In other words, he taught me to do only those things which are acceptable to all and I do not have to face embarrassment for my behaviour.

The word “ethic” may be defined as a set of rules, values or moral principles, which are just and generally acceptable to the society and the surrounding environment. Business ethics involves adhering to all legal, regulatory, professional and organizational standards. Behaving ethically would imply keeping promises and commitments, not withholding or concealing some facts about business deals.

It is difficult to determine the exact boundaries or parameters of true ethical behaviour. Abiding by the principles of respect, fairness, truth and honesty in business transactions would also be included in ethical behaviour but these parameters of ethical behavior, sometimes, have different connotations or meaning in different situations depending upon the circumstances under which these behaviour are exhibited. Sometimes a particular act or behaviour may be acceptable in a particular situation whereas it may be unacceptable in another.

This approach to ethical behaviour is known as relativist approach. Another approach to ethics is the Universalistic approach wherein a uniform rule/law applies to all people under all circumstances. Utilitarian approach to ethical decision making takes into account the greatest good for greatest number of people. Cost-benefit approach to ethical behaviour talks about analyzing the costs v/s benefits of each action before being termed as unethical behaviour.

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Perception Varies considered to be unethical to pay a bribe. But it becomes acceptable when all the people in business accept it as a Perception about ethical behaviour varies from country norm. Bribery or corruption is illegal under law but to country depending upon the culture of each society. people are forced to follow the norm or otherwise it There has been a great uproar about the kind of would impair the competitiveness of the organization. questions that are put up to participants in the reality

show “Sach ka Samna” on Indian television. The same or “Whistle Blowing”similar questions would have been passed off easily in Some of the people are in a dilemma when there is a western societies, but have become a matter of concern conflict between their personal ethical standards and the to the organizers and the politicians to be tabled in the ethics followed by their co-workers. If they follow their parliament. own ethical standards they may be victimized for not If we take into account the globalization and emerging following acceptable standards of the group they are technologies in the past decade we will come across working in. But if they report about such unethical several instances of unethical behaviour on the part of practices, either to the authorities within the

ndlarge organizations. On 2 December 1984 deadly organization or regulatory bodies outside, they may be chemicals leaked from Union Carbide Pesticide plant in considered as heroes. This reporting of unethical Bhopal due to inadequate safety measures followed by behaviour is known as “Whistle Blowing”. It is important US based Union Carbide. No action has been taken to that organizations should promote whistle blowing in book the culprits till date whereas such a disaster would their organizations because it can prevent a possible loss have been meant millions of dollars as compensation in to the organization, if detected later by law enforcement the US. This shows the kind of unethical practices agencies. followed by large organizations. If we take into account Moreover, the brand image of the organization can also the corporate fraud committed by Satyam computers receive a setback when the consumers come to know CEO Mr. Ramalinga Raju, which reveals how large about any unethical practices of the organization. All the corporations fudge their accounts, deal with money organizations should create a uniform ethical code of laundering, diversion of investor money and accumulate conduct to be followed by everyone. The ethical code of illegal wealth by adopting unethical accounting practices. conduct should not just be a set of legal compliance According to Business Week, December 6, 1993, Hong measures only but it should go beyond this to establish Kong's independent commission against corruption rules which are correct ethically and promote a level estimated that Gifts and bribes add 3-5% to operating playing field for all the stakeholders. It should promote costs in China In the article, “Hong Kong business reveals morality and right ethical behaviour on part of the the price of Graft” South China Morning Post, July 25 employees. This ethical code of conduct should be a part 1993 reports that 35 out of 50 companies doing business of induction training such that when a new employee in China pay bribes to get necessary certificates for joins an organization he understands the company value conducting business. Even in India or in former soviet systems and its commitment to ethicality. In order to republics bribery is considered a part of life, which is promote ethical behaviour in an organization, good difficult to do away with. Sometimes it is difficult to ethical behaviour and whistle blowers should be conduct business without paying a bribe, though it is rewarded for their act.

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for economic growth of the region

Tags : Tourism, North India, Medical Tourism, Rural Tourism, Cinematic Tourism

Given the northern region’s topographical and cultural diversity, there is no doubt that immense potential exists for trade opportunities in both traditional tourism related areas and in less traditional fields ranging from the heritage hotels and restaurants, to the setting up of golf courses, amusement parks, adventure and water sports complexes, health and herbal resorts, domestic airports and air taxi operations.

Prof. N.K. Sharma, ITFT College, Chandigarh

India’s economic reforms have given a big push to Indian tourism as well. Lately,

phenomenal growth has taken place both in tourist packages as well as associated

infrastructure, which rightly project tourism as the new engine of growth of Indian

economy for eliminating poverty, unemployment, development of new skills, and

women empowerment.

Travel and Tourism is now the largest service industry, employing approximately 220

million people and generating over 9.4 per cent of world GDP. In 2008, there were over

922 million international tourist arrivals with receipts of US$944 billion. In the same

year tourist visiting India were 5.37 million, while departures from India were 10.65

million with net earnings from tourism recorded at more than Rupees fifty thousand

crores.

Employment in tourism sector, both direct and indirect, has been 41.8 million which

accounts for 8.78 % of total employment in the country. However, despite immense

attractions, India’s share of world tourism arrivals is just 0.4 % and receipts 0.06 %.

North India-A potential tourist destination

Given the northern region’s topographical and cultural diversity, there is no doubt that

immense potential exists for trade opportunities in both traditional tourism related

areas and in less traditional fields ranging from the heritage hotels and restaurants, to

the setting up of golf courses, amusement parks, adventure and water sports

complexes, health and herbal resorts, domestic airports and air taxi operations.

The southern states of Andhra Pradesh, Karnataka, Kerala, and Tamil Nadu, collectively

promote themselves as a Diamond Quadrangle. Similarly, the recent creation of the

north-east brand, ‘Eastern Eight’, and the slogan, ‘Eight Another area of development is Medical Tourism, if

states, 8000 reasons to visit’ could be the guiding force tapped effectively, can be converted into leisure tourism.

for North India. Likewise, a unique socio-geographical Northern Indian states should explore the possibility of

unit of the country, i.e. Punjab, Haryana, Himachal developing holistic health destinations and introduce

Pradesh, J&K and Chandigarh need to coordinate their ayurveda, meditation, yoga, naturopathy, and

efforts for joint planning, marketing and management of Panchkarma packages in their tourist bungalows and

tourism products and services. They also need to pool other establishments. All this will create a large number

their resources to project this region as one compact of employment opportunities even in those areas, which

destination. are economically backward but are endowed with other

tourist attractions.Northern Indian states are dotted with religious and

pilgrimage centres which attract millions of devotees There is vast potential to promote cinematic tourism in

every year. However, facilities at these places are the region, on account of its varied topography and other

woefully lacking. Master plans for places like Jwalamukhi, man made and natural attractions. Movies have now

Chintpurni, Nainadevi in HP and for other places in other become cinematic travel brochures that help sell

northern Indian states should be prepared with emphasis potential and actual motivations of the film induced. In

on sanitation, economy accommodation and catering fact, some of the special sites and events became popular

facilities. tourist attractions because of the films produced on

these sites. Innovative forms of tourism

However, to successfully implement the plans and In view of the profound changes taking place throughout

policies, northern Indian states may cooperate in the world, rural (farm) tourism is being taken up by many

developing quality human resource for tourism, state governments in the country. Northern Indian states

hospitality and aviation sectors. For coordination a board could select certain villages with unique salient features

with representatives from all the northern Indian states and develop them as model tourism villages, which

should be constituted including both from the public and reflect their cultural and historical heritage. Heritage

private sectors. The Chief Ministers of Punjab and villages like Chokhi Dhani near Jaipur, which showcase

Himachal Pradesh had said in the past for forging joint the history and culture, archaeology and architecture,

strategies for regional cooperation. Let these poise and unique lifestyles of the people, if set up, would go a

statements be translated into reality, as far as tourism long way in creating a large number of direct and indirect

development is concerned. jobs and income opportunities.

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THE OTHER SIDEA Father was reading a magazine and his little daughter every now and then distracted him. To keep her busy, he tore one page on which was printed the map of the world. He tore it into pieces and asked her to go to her room and put them together to make the map again. He was sure she would take the whole day to get it done. But the little one came back within minutes with perfect map. When he asked how she could do it so quickly, she said,'Oh... Dad, there is a man's face on the other side of the paper. I made the face perfect to get the map right,' she ran outside to play leaving the father surprised.

Friends, There is always the other side to whatever you experience in this world. This story indirectly teaches a lesson. That is, whenever we come across a challenge or a puzzling situation, look at the other side. You will be surprised to see an easy way to tackle the problem.

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Tags: J.R.D.Tata. Tata Airlines, Humanist Values, Corporate Social Responsibility, 26/11 attack on Taj Hotel

JRD’s passion and humanistic values are evident in Tata Group’s response to 26/11. These ‘humanistic’ values along with their business practices propelled Tatas to become one of the world’s most respected companies. JRD faced barbs at the hands of British rulers, when they mocked at his attempts to build rails for the railways.

Col (Retd.) KK Sharma

From my childhood, my most favourite business leader has always been J.R.D. Tata, who was the Chairman (1938 to 1988) of one of India’s largest business and Industrial Corporation, the TATA Group. The Tata family established business in India in the 1870s and the Group now operates in more than 85 countries in diverse businesses such as Steel, Hospitality, Automotive, Information Technology, Communication, Power, Tea etc.

About the much discussed corporate social responsibility (CSR), JRD had once stated, “I believe that the social responsibilities of our industrial enterprise should extend even beyond serving people, to the environment. This need is now fairly well recognized but there is still considerable scope for most industrial ventures to extend their support not only to human beings but also to the land, to the forests, to the waters, and to the creations that inhabit them.” Indeed a prophetic statement given 30 years back when viewed with the COP15 deliberations of Copenhagen.

DNA of Tata Group

The DNA foundations of Tata corporate culture were well laid when JRD was nurturing the organisation in his 50 years of stewardship. JRD reinforced a working philosophy of preserving nature’s wealth whilst promoting industrial growth and development. To JRD and the Tatas, people mattered most and they developed a corporate culture wherein they spread their wealth and wisdom towards the benefit of people and society. The Tata Group invested in education, research and medicine. JRD took on the lead role to further enhance the Tata tradition of nation-building rather than just focusing on building corporate influence or power. There was an incident when a senior executive of the Tata Company tried to save on taxes. When questioned by JRD the executive said: “But, Sir it is not illegal.” “Not illegal, yes, but is it right?” inquired JRD.

These ‘humanistic’ values along with their business practices propelled Tatas to become one of the world’s most respected companies. JRD faced barbs at the hands of British rulers, when they mocked at his attempts to build rails for the railways. RM Lala has described the life of JRD in his gentle, polished and anecdotal autobiography, ‘Beyond the Last Blue Mountains’.

Tata Airlines of bygone years

JRD founded Air India (Tata Airlines) in 1932. On 15 October 1932, JRD flew a single-engined De Havilland Puss Moth carrying air mail (postal mail of Imperial Airways) from Karachi's Drigh Road Aerodrome to Bombay's Juhu Airstrip via Ahmedabad. JRD spent half of his life time building up Air India. It is no secret that Air India was the pride of Asia and there were no airlines to the East, when this magnificent Maharaja was donning the sky. Once government took over (nationalised), downfall was the inevitable outcome.

JRD’s passion and humanistic values are evident in Tata Group’s response to 26/11. Not only the employees of the hotel but every passers-by, the cart pullers, policemen and all those who suffered due to the attacks were taken care of. How one hopes we learn from these examples in our daily lives!

P.S When Mr JN Vohra sent us the write up “DNA of an organisation and response of employees - Tata in Taj 26/11”; I was happily reminded of the Tata icon – JRD

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Tags: Small Business, Branding, Brand Image, Advertisement

Be sure, branding isn't just for big business, but it will take some thinking on your part., and a good amount of effort as well. But as soon as you get these steps in place, you'll begin to see that your branding will help you build your business without even thinking about it.

R. RAJANStrategist & Facilitator

isn't just for big business

When we ask most of small business owners as to what steps they have taken to build

their brand, they go blank and just stare in return. For most people, branding is

something, which Coke or Nike is doing. For most of the small companies brand building

is altogether different world. Many people think of branding as a luxury, which they can

afford only when their company has attained some size with honorable turnover. But in

reality, you are establishing your brand from the day one when you started your

business.

The good news is that you can start establishing your brand image immediately. Some of

the following tips can go a long way to make your company's image, which you had

postulated. And none of these are difficult to implement or are expensive; in fact some

don't cost anything at all.

Choose, what you are

Identify yourself? To successfully manage your brand message, you have to work out

your identity. And this really needs to emerge from your present status, not what you

wish or dream to become. Honda is not Mercedes. Oxfam is not Fab-India. Sony is

not Samsung. They don't try to be. Be true to what you decide you are, and you will

then make communicating that much easier.

Scheme the Color

See, what color big brands, like Coca-cola or Reliance Fresh have adopted? How about

Mountain Dew cans? Picking a color can help you establish your brand even stronger

than your logo might. When your company's packaging, delivery vans, carry bags or sign

boards, all have a consistent dominant color; it makes it easier for your consumers to

notice you.

Resist the urge!

We've seen many clients getting tired of an advertisement campaign much before their

customers do so. After having approved the ad campaign you have possessed and lived

with it for months, and now you want to try something new! Resist the urge! Since

chances are, your customers haven't seen them as much as you have. Withdrawing the

ads prematurely will cost you money surely, and maybe, potential customers too.

Consistency and repetition are the hallmarks of a successful branding campaign. Find

the right message and make it visible as much as you can.

Campaign Visibility

A large ad budget can build your brand presence faster. If you don't: you can start spreading the word cheaply. Send press

releases or hand outs to all interested publications, when you have something worthwhile. Put up notices in your shop

windows promoting a new offer. Sponsor or plan activities by evolving community on weekends, put a canopy at crowded

market place, at every opportune time. There are lots of ways to start making those personal connections depending on

your product or market needs. Utilize them.

Brand Positioning

There is no definite formula for this. Find the tone of the brand, which your product would reflect honestly, and stick with

it. You don't have to be loud. In the last twenty years, some of the most convincing advertisements came from an insurance

company, LIC. Again, it gets back to the question: What's your emphasis? A credible brand can come even from a very

traditional positioning, just as much as a bizarre one. Just find the right fit for your product or services, and optimize it.

Be sure, branding isn't just for big business, but it will take some thinking on your part., and a good amount of effort as well.

But as soon as you get these steps in place, you'll begin to see that your branding will help you build your business without

even thinking about it.

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A very inspiring, interesting and thought provoking speech by Shri Azim Premji At the37th Annual Convocation 2002, IIM, Ahmedabad

“Be alert for the first signs of change.”Change descends on every One equally; it is just that some realize it faster. Some changes are sudden but many others are gradual.While sudden changes get attention because they are dramatic, it is the gradual changes that are ignored till it is too late. You must have all heard of story of the frog in boiling water. If the temperature of the water is suddenly increased, the frog realizes it and jumps out of the water. But if the temperature is very slowly increased, one degree at a time, the frog does not realize it till it boils to death. You must develop your own early warning system, which warns you of changes and calls your attention to it. In the case of change, being forewarned is being forearmed.

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Tags: Management, Education System, Counselling, Qualified Faculty, Employability

The need of the hour, as per our market study, is to have more and more people from the industry on the boards of Universities and Institutions, as they can create a stable and practical education system that can help students grasp the basics required for employability in the industry.

Vaibhav Mehndiratta

A View Point*

Are we really on a sinking ship? No, I am not talking about Titanic or any gigantic ocean

tragedy likely to occur, its all about a grave situation that our management education

has landed into.

Almost all the known and learned people in the management fraternity attend or

preside over various educational development conferences, to discuss the plight of the

Indian management education. Being from education field, I am not an exception,

though I am neither well known nor have I touched the pinnacle in the field, as most of

the other educationists did.

After an MBA degree from a well reputed MBA college in India, I decided to take a plunge

in my family business of education management. With a great deal of fresh enthusiasm I

could lay my hands on the study of management education in the region of Punjab and

Haryana. The approach of this study was not to see the infrastructure or strengths of the

colleges but the sole motive being to see the kind of knowledge and exposure imparted

to management students in the region. With a rosy picture in my mind of getting a

closer look at one of elitist courses in today's economy, I hardly had a clue of what lies

ahead for me.

STARK REALITY -A perception

As we move from one end of our study arena to another, the picture indeed gets darker

and darker till the time it totally fades out. With the institutes springing up under each

brick, only a few institutes maintain their standards with good quality education, the

others just make a mockery of degree or diploma named MBA. Moving around the rural

education market, the situation is worst further as the products produced from these

'Money Minting Machines' don't have any exposure to the learning of basic ideas and

concepts of management but are also deprived of the knowledge of basic English

language, computer basics etc. Moreover, the learned teachers teaching the MBA

students are hardly qualified beyond a graduation in management subjects. So whom

should we blame for this plight, may be the students themselves, since today they don't

realise the long term consequences for their employability after having spent lot of

money.

Test Case

On finishing the first round of the market, I decided not to go in for a quick decision or a

conclusion about the education system, so I requested a friend who runs a Financial

consultancy firm, and was planning to hire marketing managers from a few campuses in

Punjab and Haryana region to allow me to sit with him while he interviews the

candidates. The interviews were conducted at 5 different • Appropriate counselling for graduation students, so

colleges and the outcome was disaster. Purposely, I asked that they have an exposure to the kind of courses

all the candidates one basic common question, i.e. “The available to them so that rather than taking MBA just

difference between marketing and selling”, and to my because everyone else is taking up, they can get a

surprise 99% students failed to answer the question. The vision of their own.

thing is not about a question being simple or difficult, but

the whole matter is about the basics being missing from • Providing supplement education solutions to the minds of the students. students like interactive sessions, computer training, I don't intend to raise a question on any specific institute soft skills training, personality development, or student, my whole idea is to bring forward the fronts language lab etc. where our management education is falling apart. At This is no simple lecture that I intend to communicate, it least, basic Language skills, Computer Education, is actually a matter of a sinking ship named “Indian qualified faculty, industry interaction, and above Education”, that can still be salvaged but we need to find practical curriculum should be foremost requirement of out practical solutions that can save the grace and our Management Institutions. maintain the employability of the students and the Need of the hour sanctity of management education.

The need of the hour, as per our market study, is to have

more and more people from the industry on the boards

of Universities and Institutions, as they can create a * These are personal views of the author in this article and

stable and practical education system that can help CMA necessarily does not subscribe to these views in

students grasp the basics required for employability in parts or as whole- Editor.

the industry.

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agRelating Modern

Management with Bhagavad-Gita

Tags: Bhagavad-Gita, management, Hindu Philosophy, Lord Krishna, Yoga

As a matter of fact, Bhagavad-Gita tackle all management issues, problems from the very basics of human reasoning because once the fundamental thinking of human being is improved it will automatically enhance the quality of individual actions & their results.

Dr. Sonika ChaudharyP.hD (HR)

The word ‘Management’ is traced from the Latin phrase, meaning “To lead by the

Hand”. Management has become an important part of our personal & professional life.

We can see the use or impact of management in our homes, schools, offices, in fact, in

our everyday of life.

Management is all about the managing the five important M’s; Manpower, Machinery,

Money, Material and Method, to compete another ‘M’ i.e. Market. In other words,

Management is an act of Planning, Organising, Directing and controlling the resources

to attain successfully the specific goals.

But how we can manage all these resources in the best possible ways, while tackling the

environment & circumstances, is the essential factor for a successful management or a

successful life.

Message of Bhagavad-Gita

The ‘Hindu epic - Bhagavad-Gita’ teach us the most effective management techniques

to become a successful person by selecting the best path among various alternatives.

The Bhagavad-Gita, expounded thousands of

years ago, by the super management guru Lord

Krishna enlightens us on all aspects of modern

management techniques like Motivation,

Vision, Leadership, Excellence in work,

Achieving goals, Decision making etc. with a

sharp insight.

Bhagavad-Gita has been acknowledged as the

unsurpassed expression of Hindu Philosophy

that embodies the Message of detached living,

based upon right knowledge, faith, devotion,

and dispassionate performance of tasks, rather

than ego riveted living.

Lord Krishana places Gita above himself and state in the epic –

“Gitashreya thistami Gita mai chotham graham,

GitaGyanmupashitiya trilokan palayamaham.”

(Varadha Purana)

Truly speaking, none has the power to articulate the Glory of Gita, which is the essence

of the Vedas. The manner in which the Gita describes, the virtues, glory and secrets of

God, is hardly found in any other scripture. But owing to lack of understanding, many

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people assert that the book is intended only for religious a) Sankhyayoga (Path of Knowledge)

gurus and ascetics. b) Karamayoga (Path of Yoga)

As a matter of fact, Bhagwad Gita tackle all management

issues, problems from the very basics of human These principal are about the focused duty, detached reasoning because once the fundamental thinking of actions from rewards, dedication of mind, which are also human being is improved it will automatically enhance essential ingredients for improving personal & the quality of individual actions & their results. Now a professional lifeday, one vital question comes to everybody’s minds, as to

“Karmanyovadhikaraste Maa Phalesu Kadachanhe, how to be effective in their job? The answer contained in

Maa Karmphalhetubhurmara Te Sandhoshkarmani”the Bhagavad Gita is simple, and that is; “You try to • We should develop the visionary prospective in our manage yourself first”, actually, Gita is all about the self

work. management, self awareness, self duties, and self

analysis, and all this for self development. • We should work in “ Daivisampat” it means divine

work culture, we should manage the Daivisampat – Principles of Management vis-à-vis Gitawhich involves Purity, Self Control, Sacrifice, Straight In the holy Gita- Lord Krishna explain to Arjuna all the Forwardness, Calmness, Absence of Greed, essential qualities of a successful life and espouses Gentleness, Modesty, Absence of Envy & Pride. various components of yoga:

• We should do our work (Karamyoga) with full a) The Yoga of Dejection.Devotion (Bhagti Yoga) then the work itself becomes

b) The Yoga of Knowledge.Worship (Sevayoga), Service for its own Sake.

c) The Yoga of Action.“Tasmaat Sarveshu Kaaleshu Mamanusmarah

d) The Yoga of Disciplines of Action & Knowledge.Yudda Cha”

e) The Yoga of Self Control.• We should maintain a calm Positive Approach, Sound

Now let’s re-examine some of the modern management Mental Health with a Healthy Stress free Mind.concepts in the light of Bhagavad Gita.

• We should earn the means to fulfil our needs through The first principle of management, i.e., to make use of the hard work & loyalty. If we generate the wealth or intellect, to optimise minimum resources in order to fulfil our needs through improper or wrong way that improve productivity is a direct influence of will lead us to frustration and failure.Mahabharata; where Arjuna selected Shri Krishna’s

At the end Lord Krishana recites that “No Doer of Good wisdom for his support while Duroyadhana chooses

Ever Ends in Misery”; every action should produce some Shree Krishna’s large army under his command. An

results, good action produces good results & bad action effective manager always gives concern to a well thought

produces bad results. Therefore, always act well & be out plan rather than employing large number of

rewarded. Through these mysterious teachings of Gita, ineffective persons.

we can improve our professional and quality of personnel Lord Krishna has laid down two principles in the Gita -: life.

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Events

Chandigarh Management Association (CMA) organised a talk on “Impact of Union Budget 2009-10, on Reversing the Ongoing Downtrend of Indian Economy” by Dr. J Sadakkadulla, Regional Director of Reserve Bank of India, Chandigarh on July 11, 2009 Setting the background to the current budget, Dr. Sadakkadulla emphasised the importance of rural development, and urgent need for financial inclusion of this sector. He said, Indian economy is heavily dependent upon agriculture and majority of our cultivable land depends upon rain water, thus the influence of a good monsoon is important for boosting aimed Keynesian path of economic recovery through increased government spending

CMA Management DayChandigarh Management Association (CMA) organised today a 'Management Meet” with a seminar on “Positioning Chandigarh as World Class City” at Dr. Ambedkar Institute of Hotel management, Sector 42-D, Chandigarh. Mr. Pawan Kumar Bansal, Union Minister of Parliamentary Affairs and Water Resources presided over the function.Speaking on the occasion, Mr. Bansal said that work for the development of Chandigarh is his special interest and he would bring whatever help the city requires from the center. He said, it is for the people to make city a Clean Green & Modern and to help build Chandigarh as a World Class City. He congratulated CMA to organize the seminar. He disclosed that several works for the city are at discussion stage and the Central government is quite keen to give it shape. The prime importance is to build an international level infrastructure to cope up with the rising population and vehicular density in the city. He further said that in this process of development we need to ensure that the basic structure of this planned city is not destroyed.

Chandigarh Management Association honoured four prominent educationalists, with special achievement award in building institutions for providing quality education for the youth. They included, Col. B.S. Sandhu (Retd.), Chairman & Managing Director, WWICS group, S. Satnam Singh Sandhu, Chairman, Chandigarh Group of Colleges, Dr. Gulshan Sharma, Chairman, ITFT Group and Mr. Anshu Kataria, Chairman, Aryans Group of Institutes

C h a n d i g a r h M a n a g e m e n t

Association (CMA) jointly with ITFT

Education Group celebrated “World

Tourism Day” as Tourists cum Citizen

Security Day on September 26 at ITFT

College Campus at Mullanpur. The

d ay m a r ke d c u l t u r e e v e nt s

performed by the students of ITFT

College. They performed dances on

the tunes of Bollywood songs,

Bhangra dances and also Russian and

Mexico dances performed by foreign

faculty of the institute. There was a

quiz contest as well declamation

contest on the topic of “Emerging

Trends in Security Services” Sh A.R.Talwar, principal secretary,

home affairs and justice, Punjab, who

was the chief guest, said that the

security of the tourists is central to

the growth of tourist industry, which

can contribute considerably to the

economy of the state as well as

country. He said that Government of

Punjab has established institutions

for providing security training to the

police personnel near Hoshiarpur

and Mohali. He congratulated CMA

and ITFT executive director Dr.

Gulshan Sharma for celebrating the

day as security of tourists.

World Tourism Day

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Events

(CMA) organised today a seminar here today on the subject “Seven Principles of Supply Chain Management” at ICFAI Business School, S.A.S.Nagar as a part of its monthly lecture series. The seminar was jointly organised with British Library, The key speaker on the seminar was Dr. Cedwyn Fernandes of Middlesex University Dubai. Speaking on the occasion, Dr. Cedwyn said that businesses are now examining every area of their supply chain to reduce costs, reduce waste and shorten time span to reach to the final customers. He said, Companies that want to get ahead of the curve and stay there need to begin thinking how to develop an approach to sourcing and supplying the goods that factors this new reality into their plans. He said, in India the biggest hurdle in making the supply chain effective is the poor and uncertain logistics for movement of the goods.

Thousands of years ago, the learned ayurvedic masters gave us a unique holistic dictum in which the health was merely seen as the absence of disease with a state of complete mental, physical, and social well being. The discipline of Ayurveda lays stress on balanced diet, regulated daily routine and the sexual discipline, said Dr. R.Vatsyan, while presenting key note address on "Life Style Management through Ayurveda' on Dhanvantri Day. Dr. Vatsyan said that no doubt that this type of way of life is now increasingly becoming the cause of many lifestyle diseases such as heart ailments, diabetes, hypertension, neurological and circulatory disorders and obesity. Aurveda says that leaving everything else, one should keep himself healthy, said Dr. Vatsyan.

Dhanvantri Day

President - ELECT of AIMA Mr. Sanjeev Goenka addressing the CEO's of LMA's during The National Management Convention (NMC) held on18-19th September 2009 in Hotel Taj at Chennai. Also sitting on the head table is Ms. Rekha Sethi, Director General of AIMA. Mr. AK Gandhi, Chairman (Membership Committee) of CMA, seen sitting in the front row, attended the NMC and LMA-CEO's Workshop on 17th September 2009

Chandigarh Management Association (CMA) in association with Citizen Awareness Group organised today a Seminar on “Investment Scenario post-economic recession” at Gian Jyoti Inst itute of Management and Technology, Mohali. Mr. Amarjeet Singh, Regional Manager, and Mr. Rakesh Bhanot, Dy. General Manager of Securities Exchange Board of India (SEBI), were the main speakers.

Speaking on the occasion, Mr. Amarjeet Singh, said that against the backdrop of an increasing integration of global financial markets, SEBI channelised its efforts to bring out regulations to handle the domestic and global developments. Steps were taken to issue new guidelines and regulations to promote orderly growth of securities market. He said that grading of all Initial Public Offerings (IPOs) was made mandatory and the job of grading has been entrusted to SEBI registered credit rating agencies.

Investment Scenario Post-Economic Recession"

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Events

CMA) organised a workshop on “Meditational Techniques for Stress Management” at Regional Institute of Co-operative Management (RICM) here today. Mr. Balwant Gurunay, attitudinal and stress management trainer made one hour presentation. Gurney said that the human brain is a factory of chemicals. It is a pot of electrochemical activity that affects us and our lives. Most of the time, he said, we become victim of irrational ways of thinking and we catastrophize, overgeneralizing, or turn to selective abstraction, i.e. we see only the negatives but missing the positive details of the situation. In his presentation he brought out this truth in a simple manner and provided simple but effective tools to balance this psychosomatic imbalance with some somatic as well as psychological activities.

“Globalization and advancement in the technology has created a host of new challenges for the futurist leaders, such as increases in competitiveness, cross culture management and the information intensity that created perpetual uncertainty in everyday life”, said Mr. D.K.Bakshi, Executive Director, Indo Thai Chamber of Commerce, Bangkok while delivering a talk on “Building Futurist Leaders with Global Mindset” organized by Aryans Business School (ABS) in association with Chandigarh Management Association (CMA) at the press club, Chandigarh. With an intention to motivate the young minds present on the occasion, Mr. Bakshi said that futurist leaders will have to act SMART (specific, measurable, attainable, realistic and timely). He said that a futurist leader would need to possess global mindset to perceive the world with positive mind and attitude. But, he said, “you need to retain old values, which you have inherited from your elders, and learn how to respect equally the cultures of other nations”.

Building Futurist Leaders with Global Mindset

CMA Members Honoured

Dr. Anshu Kataria Honoredby Thailand Minister as

Chandigarh Young Entrepreneur

Dr. NK Sharma, was honouredby the Principal Secretary

tourism, Govt. of Himachalfor his meritorious contribution

to Tourism

Mr. Vikas Garg, DC, Ludhiana along with SSP, Ludhiana presenting a

memento to Sh. J.N.Vohra to hounor him for his services to the Ludhiana

Knitwear Industry

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Edited by : JN Vohra, Secretary General, CMAPlot No. 5, C/o Bhartiya Vidya Bhavan, Sector 27, Chandigarh, Mobile : 9814556072, E-mail : cma.chd@gmail.com