SUNDAY, FEBRUARY 12, 2017 DAILY EXCELSIOR, JAMMU daily Excelsior Zojila Tunnel Teenage: Inevitable Vulnerability Established 1965 Anita Raina Founder Editor S.D. Rohmetra Socio-economic impact on Ladakh pimple on the face can have a farfetched impact than demonetization had on the entire economy of our nation. Mukhtar Hussain arrive on time to appear for an exam, for you them their right to remain connected with the ARanbir Kapoor or Katrina Kaif can make your heart skip a are never definite about your flight. world. beat and the anticipation to watch the first day first show of his/her Promoting fiscal discipline ew days ago, the Chief Minister raised However, this is one aspect of the bigger Connecting Ladakh fully with the rest of among other, the issue of Zojila tun- latest flick on the 70mm screen can render you sleepless. You lthough the question of bringing about finan- story. Another aspect of the story is about the the state, besides helping contribute to the experience a terrible sense of discontentment in spite of scoring 90 Fnel with the Union Minister of Trans- difficult and challenging life in the Trans economy of the state would also benefit the cial reforms has been hanging fire in previous percentile. A phase where your washroom becomes the most com- port and Highways.The decision of the lat- Himalayan region bearing an inhospitable State in other ways. For example, increased regimes also yet no reforms worth the name ter to finalize the project and subsequent fortable zone for you and the numerous knocks at the door only A climate in the absence of the link with the contacts with the people of different regions sound futile. There is a sense of ambiguity and self- doubt. An air commencement of the work on the tunnel is were brought in so far. When we get used to a sys- world for almost half the year. Challenges in of the state would serve as a unifying force of defiance brings out a rebellious streak in you and leads to a welcome. Although, the cabinet had given getting essentials concerning living, health, for the state which is otherwise very diverse. series of clashes with the people who matter the most. One feels tem, we are loath to change it even if the change is its approval for constructing the 14.8km and education are difficult to imagine for an Strategic Implications: thrown into a space of oblivion. There is turmoil of emotions positive and more beneficial at the end of the day. Zojila tunnel way back in 2013, the work on outsider. The impact of the severed link on Besides socio-economic implications for engulfing you. That's Adolescence. Financial system in our State administration is essen- the tunnel is yet to commence. The tunnel the local economy is also noteworthy. The the construction of the tunnel, another and Juvenile minds are enormously fragile and get easily drawn tially based on the system that prevailed even before project is stalled due to continous failure of partition of the country has severed the eco- the most significant implication would be towards what appears mysterious and reclusive. Drug addiction the bidding process.The National Highway freedom dawned in our country. A few reforms have nomic link that Ladakh enjoyed with on the strategic and security aspect. In fact and abuse is one the most horrifying and appalling realities of the Development and Corporation Ltd(NHD- present crop of adolescents. It has infected the length and breadth been brought in no doubt, but the fast changing times Baltistan, which had severe implications on ,the elites in New Delhi calculate more or CL) has been entrusted with the work on the the local economy. Kargil-Shardu road less about the tunnel only from a strategic of our society like a parasite. Belts and stretches of families - rural in which we live, and the obvious constraints imposed tunnel. The tunnel, if completed will provide which is an all-weather road is yet to be point of view. In the recent decades both or urban, downtrodden or elite, educated or uneducated are fight- by democratic form of Government, call for radical all weather connectivity to the isolated Kargil and Leh have assumed extraordinary ing their battles with powder, needles and grass every day. Nothing region of Ladakh which would have enor- change in the financial system if the State has to Connecting Ladakh fully strategic significance. India has a shared and can be more excruciating and painful for parents to see their own mous socio-economic and strategic signifi- contested border with both Pakistan and Chi- flesh and blood falling prey to this vicious cycle of drug addiction. keep pace with other States in the country in march cance. The tunnel has remained one of the with the rest of the state, na in Kargil and Leh respectively. Both the The journey from addiction to de-addiction can be the most diffi- towards all round development.The administration foremost and persistent demands of the peo- countries have remained hostile towards cult path to traverse and in some cases doesn't even lead to a des- has to move fast to keep pace with the rising aspira- ple of Ladakh especially of Kargil for past besides helping contribute India in their policies. India has bitter expe- tination. The comfort of home is replaced by the nemesis of the 30-35 years. However the governments of rehabilitation centers. Drug addiction not only devastates families tions of the people and requirements of a democratic rience with both. Given that both these hos- the day remained more or less indifferent to to the economy of the state tile neighbours are close ally of each other, but has a considerable influence on the society as well. governance. this genuine demand of the people of the would also benefit the State adds further to the security dilemma. It is to It is astounding to find teenagers obsessed with the latest gadg- The Government has taken a bold step and region. I would endeavour to explore the be noted that in the 1948 Indo-Pak war Pak- ets and gizmos and the most detrimental being the so called Smart announced a slew of reforms to strengthen and implications of the tunnel on the region as in other ways. For exam- istani invaders seized the Zojila pass and phones. Most of the young boys and girls in the prime of their teens well as for the nation as a whole. have completely surrendered themselves to technology to the streamline fiscal discipline. The conventional practice tried to capture the Ladakh region which was Socio-Economic Implications: ple, increased contacts with later recaptured by the Indian forces. In 1999 extent that they have become slaves of technology. The obsession of dragging the budget to the last quarter and then to Zojila pass is one of the highest passes at as well, Pakistan aimed at severing the link for networking sites like Facebook, Twitter, Instagram and mobile the last month of the financial year has been a source an elevation of 11575ft, connecting Ladakh the people of different of the region with the valley by continous Apps like WhatsApp, Viber and numerous others is fast becoming with the rest of the world through Kashmir. artillery firing on the National Hihghway a medical condition and in some extreme cases, as surfaces fre- of big corruption and delay in delivery. According to regions of the state would quently in the newspapers and main stream media, fatal too. There new policy of the Government, not more than 30 per It remains closed for almost six months from that connects Kargil with Kashmir. December to May which results in severing serve as a unifying force Furthermore, in the wake of China's is a new wave which has gripped the new generation...The Selfie Mania. It is actually uncanny to see the pouts and the body lan- cent of the total budget has to be spent during the last the connection of Ladakh with the rest of the emerging stature and clout in the internation- guage they display giving inkling that this perhaps may lead to a quarter of the financial year. So far the practice has world thereby resulting in its forced isola- for the state which is al system and its increasing influence in permanent modification in the evolution. been of dragging procurement and tendering process tion every year for the past sixty five years. South Asia through its policies like belt and Due to its forced isolation, Ladakh suffers otherwise very diverse. Another horrifying impact of internet is the availability of inap- to the last month meaning March of the financial year road initiative(OBOR) and its now more propriate content for the consumption of young minds. almost in every aspect, be it socio-econom- opened for trade among others. In the con- close alliance with Pakistan through China Pornographic videos are causing a severe dent and damage to the and then hurrying up and rushing through the ten- ic development or education, health or any text of this isolation in all spheres, the con- Pakistan Economic Corridor (CPEC), makes psyche of young minds. They want to explore this forbidden terri- ders, allocations, payments and clearance of bal- other plausible aspect. The only connecting struction of Zojila tunnel at the earliest India vulnerable in the Ladakh region. Giv- tory and as a result indulge in acts which have got multiple social ances. The net result was that there used to be great link with the rest of the world is by air. The opportunity becomes pertinent. Construct- en that China has been commiting incur- stigmas attached to them. rush and mismanagement all giving rise to corrup- travel by flight from Srinagar, Jammu or Del- ing Zojila Tunnel would defineitely give a sions in the Ladakh region, India has every In the journey called life, teenage is one of the most vulnerable hi is extremely costly affair which an aver- boost to the local economy by increasing the reason to doubt its intention. yet desired chapters. An age where there is an abrupt perceptible tion. This practice has been discarded now. Fiscal age Ladakhi cannot afford. Although, the Therefore, in the changed scenario, discipline will be prioritized with the announcement of intra-state regional trade and economic metamorphosis in the physical as well as emotional attributes of an Govt of India/Indian Air Force runs a rela- transactions. Ladakh being a snowland, Ladakh bears great strategic and security sig- adolescent. Puberty in our society is coupled with a lot of taboos release of 50 per cent revenue and capital expendi- tively cheaper flight namely AN-32 courier would attract tourists from the other parts of nificance. An all weather connectivity with especially for a girl when her menstrual cycle begins. She is ture budget provision for upcoming financial year of service from Srinagar and Jammu, these the country as well as abroad for winter the Ladakh region is the only panacea for expected to evolve into a conscientious, cautious and compassion- India ,if it has to secure itself and preserve 2017-18, at least four to five months ahead of sched- flights are most often at the mercy of the games like ice hockey. Furthermore, ate young damsel and take control of her life. This is tough. She highly erratic weather. You are never sure its territorial integrity across the Indo-China is made to feel conscious of her sexuality, her body and her sur- ule and May 15 is fixed as deadline for procurement increased cultural contacts will work as a when are you going to arrive at the destina- unifying force and help integrate the people and Indo-Pak border in the Ladakh region. roundings. Sanitary pads are still wrapped in a newspaper and to It is in the interest of the people of the region and tendering process for all kinds of work to give tion, at times taking more than twenty days of the region with the state and rest of the ensure double anonymity, in a black poly cover before handing and state as well as in the larger national ample time to their execution in view of limited work- without any flight. country. them over to the buyer to prevent her from getting mortified. All interest to commence work on the tunnel ing season in some of the areas. Actually, most of the In this context, the difficulties and suf- Also, the norms of democractic system these aspects stack up and amplify the already existing gender ferings that an average Ladakhi encounters sooner as possible. inequality we experience in our society. inhabited areas of the State being winter zone, nor- suggests that the nation cannot leave its peo- can be imagined by a rational mind. Suffer- ple disconnected and in darkness for such a (The author is a teacher in School Education "Competition is tough"… This has become the most common Department Kargil.) phrase we hear every parent, every teacher and every student talk mal life is disrupted by the harsh elements imposing ings double if you are a patient requiring longer period. It has to necessarily provide serious restrictions on work culture. This imposes so emergency service or a student who has to [email protected] about. This has led to the commercialization of one of the most sacred and pious institutions …Education. Almost every multisto- many restrictions on administrative and financial ried building houses a coaching institution. The current trend is aspects of the State. There are clear cut instructions quite alarming. More than the students, parents have become ambi- from the Finance Department to the Heads of Exploitation in Azad Kashmir tious about the careers of their children and in some cases they Departments and other executing agencies to imme- even attempt to live their unaccomplished dreams through their Dr Shabir Choudhry thing as a royalty. After that date made to settle these people. power. children. This leads to expectation setting- some realistic ones and diately set in motion the procurement and tendering we are systematically exploited Innocent people were promised There are many other means others unrealistic. Straight out of the blackboard environment of elationship between and looted. free electricity, but in reality we of exploitation and I cannot process for the works to complete them latest by May Pakistan and so called school premises, they land up in the whiteboard culture of the 15, 2017, which means that all budgeted works must On 22 October 1947, in vio- pay more per unit than people of include all the forms of exploita- coaching classes. Retired professor who form the bulk of the RAzad Kashmir is that of lation of a written agreement District Jhelum just a few miles tion in one article.2 Just take teaching force in these institutions intimidate these exhausted, be allotted and supply orders issued or procurements a master and a slave; or perhaps, Pakistani Government managed away. example of Neelam Jhelum more appropriately relationship worn out students by flaunting the number of success stories( made by the specified timeline. The fixing of time line a tribal attack which resulted in The Dam was completed in Project. People of Pakistan did Students selected in medical and engineering courses) they have to is that of an exploiter and death of tens of thousands of 1967, and it’s all costs were not allow construction of Kala under new directions to the Departmental Heads is a exploited. Pakistani their credit. These coaching classes not only strain and stress an innocent men, women and chil- recovered after 5 years; but Bagh Dam even though it was to average student but are extremely heavy on the pocket as well. significant change in the stereotype practices Government and officials sys- dren, rapes, kidnapping and Azad Kashmir was not paid any- benefit Pakistan. Pakistan is This in fact is becoming one of the most flourishing and fastest tematically exploit both regions observed so far. This is naturally bound to bring fiscal plunder. The attackers were told thing in the form of royalty. We constructing Neelam Jhelum growing industries of our country. There is branding too and this discipline on a new pattern. of Gilgit Baltistan and Azad everything which is removable cannot use the water of the Dam near Muzaffarabad against leads to a stiff competition. IIT graduates are hired by the bigger Essentially, this drastic measure has been taken Kashmir. However, some men- is yours and everything else Dam; and we don’t have suffi- our wishes. Hundred percent brands who quit their lucrative IT careers because they are offered tal slaves of Pakistan because of by the Government keeping a number of situations in belonged to Pakistan, meaning cient drinking water. After the benefits of this dam will go to fat pay cheques surpassing the ones they get while working in the continuous one - sided propa- corporate industry. Only the affluent can afford these big brands as mind. Firstly, now a new dimension is given to land, buildings and natural upraising of the Mangla Dam, it Pakistan. We will only suffer ganda and because of excessive resources etc belonged to has capacity to produce 1400 from environment problems; they have to shell out hefty sums to get their children enrolled in Center-State relations in which the Centre categori- use of religion do not have con- Pakistan. MW. There are other small and and to rub salt in our wounds these classes, others have to settle for the lesser known names. This cally asserts that in case of non completion of sciousness of being occupied or From that day onwards there medium size projects which take Pakistan is charging each house- causes extreme peer pressure and a lot of people succumb to it mis- exploited. schemes in time and non submission of utilization has been one way traffic, the current production of elec- hold of Azad Kashmir around 20 erably. Let me support this view There are numerous challenges adolescents have to face before certificate the Centre will stop further installments on exploitation, manipulation, loot- tricity to more than 1500 MW. If Rs per month for the construc- point by a few examples. Upper ing and plunder of our resources we generously use electricity in tion of this dam. expanding their horizons. It is imperative for them to make mis- the project. This condition is not only on paper but Jhelum Canal was constructed by Pakistan. Billions of Rupees Azad Kashmir, still our require- If there were 300,000 house- takes and learn from them. This toughens them and prepares them has been taken recourse to. Secondly, the routine during the British Raj. The worth property belonging to ment is less than 350 MW. holds in Azad Kashmir, and if to encounter the harsh realities life has to offer once they are out of Punjab Government under the excuse for non completion of projects is that funds State of Jammu and Kashmir Question arises why do we we multiply that with 20 Rs per the bubble in which they are constantly sheltered and guarded. British Raj generously gave was takeover by Pakistan, and to suffer from long hours of load month, call it ‘Jaga tax or ‘Bhata Parents play a vital role in these formative years of growth and are not released in time. According to new pattern facilities to the Maharaja of date we have not received any shedding when we produce five collection’ net income of evolution of their children. Partner them but be cautious and alert. this issue remains tackled and there will be no more Jammu and Kashmir and his rent or proceedings of these times more than our require- Pakistan per month is It is extremely important to communicate with your children, try subjects, inhabitants of Jammu and inculcate the habit of daily dinner table conversations involv- complaint because funds will be released much properties. ment? All the electricity pro- 6.000,000. If this is multiplied and Kashmir. ing the entire family. Plan at least one meal a day together. Take ahead of time and in advance in certain cases. Fiscal Exploitation over Mangla duced first goes to Pakistan, so that with 12 months, net profit The Maharaja of Jammu and family vacations at regular intervals and seek their choices and Dam is very well documented called National Grid. From there is: 72,000,000 per annum. discipline will put an end to malpractices which afflict- Kashmir received royalty from suggestions. Allow your teenage kids to voice their opinions, don't by many writers, and I have also the Pakistani officials distribute Pakistan has been looting this ed the Finance and other departments invariably. the Punjab Government up till suppress or ridicule them even if you disagree. Offer them respon- written a number of articles on electricity to various places and for many years. Those who 1947, because the Canal origi- sibilities to shoulder. Don't make things easily accessible to them. this topic. In nutshell, Pakistan nates from the River Jhelum and we know for sure that we are not complain against this or expose Let them earn their pocket money. Appreciate and encourage, did not build Kala Bagh Dam in Devika cleaning project runs through the Jammu and on top of their list of priorities, this day light robbery, they are reward and recognize. Create a conducive environment for your Pakistan to meet water and ener- hence up to 14 -16 hours load accused of being anti Pakistan nion Ministry of Environment, Forest and Kashmir territory before it teenagers. Generate mutual respect for each other. The element of enters Punjab territory near a gy requirements of Pakistan, but shedding in our region. and agents of India. Mental fear should never find its way in your rendezvous with your chil- Climate Change has accorded formal sanc- place called Ali Baig. When the uprooted tens of thousands of Our just demand: we must slaves and foot soldiers of dren. The endeavor should be to make your children better human tion to the inclusion of Devika in the National British Raj ended on 15 August people of Mirpur and built have priority in use of our elec- Pakistan choose to remain quiet beings, rest everything follows. Stand by them when things go U Mangla Dam against our wish- tricity, water and other natural because they don’t want to be in River Conservation Plan (NRCP). With two years of 1947, the so called big brother wrong as they sometimes will because that's the time when they es. Thousands of families were resources. Any surplus, Pakistan the bad books of Pakistan and need you the most. Spread love and let them know that you care. incessant pursuing the matter at various levels and of Kashmiris emerged as an independent country. Since that not paid any compensation and should buy from us; and not their agencies. Love conquers all…. in various Union Ministries, the MP from Udhampur, date we have not received any- no proper arrangements were exploit us like an imperial [email protected] [email protected] in whose constituency Devika falls, has succeeded in his laudable mission which he had promised to the Pankaj Gupta Content writing, big data analy- people while fighting election for the Parliament in sis , enhancement of A+ content s they say "Change is a on e commerce portals , google law of nature" but none Marketing in India 2014. Naturally, the people in Jammu region in gen- advertising, you tube marketing eral and of Udhampur district in particular are happy Acould believe that it shall erating. Today's top manage- count down show of best hindi als on Indian horizons. Second internet . The concept of Market- and social marketing have become a buzz word in lives of that they will see Devika in its new and unpolluted ment in any organization is songs from radio Ceylon . This was the arrival of "Internet" . ing again changed with the come on the agenda of the human species. More so being always facing a dilemma. They was sponsored by Binaca a very Third of course was emergence advent of second decade of 21st brands. Brands can now bom- shape after the project is launched. This contributes part of a constant changing too want to Change. But change strong tooth paste brand of 50s, of Mobile Phones in India. century . "E-commerce" was the bard their Target Group specifi- to the ecology of the State. When brought to comple- process is considered to be the involves cost. However not 60s & 70s. The brand was total- By the end of first decade of new word which everyone was cally and also get valuable analy- tion in all its facets, the project is likely to become a symbol of a "Dynamic Profes- changing is more costly in the ly synonymous with this pro- 21st century India was a changed talking. By 2013/14 , E com- sis to understand effectiveness of sionalism". So to differentiate long run. model for other similar projects in the State. gram. The advent of TVin 70s & nation from marketing perspec- merce portals like Amazon, Flip- each penny spent. This was sim- yourself from others you have to Always remember Brands then color TV in mid 80s tive. India had started becoming kart, Snapdeal established them- ply not possible in traditional Rs 170.54 crore project in all its dimensions and be consistent & practical in the don't get better by chance. changed a gear for advertising. a global super power with 1.3 bil- selves in e commerce business & Marketing happening in India. tasks envisioned by the Minister will take its time. approach towards "Process of Brands get better by change. Some FMCG Brands started lion strong end users. India had they were supported with fast For young students in India new Once the work is started, it will gain momentum with Change". Moreover organizations have to advertising on TV. Another grown young. 65% of the popu- expanding penetration of inter- courses like Digital Marketing We need to change our edu- learn not to let their past black- important introduction which lation is now below 35 years of net in India & android mobiles and retail marketing can help the passage of time. cation system. We need to mail their present to ruin a beau- presence. Now it is estimated them to keep updated with latest Devika is a holy river. In fact, all major rivers in our change our Medical support sys- tiful future. We need to learn India of 70s, 80s & till 90s was marred that more than 40% of Indian trends in ever evolving field of country are holy in civilization sense to the people of tems. We need to change our from "Mahavir Singh Phogat" , population has access to Inter- Marketing. sports policy. We need to change by traditional marketing. Brands usually Remember the concept of India. Sindhu, Yamuna and Ganga names occur in a real hero , a man from small net & more than 7 crore people our social beliefs. We need to tiny town of Bhiwani in Haryana communicated through posters , cloth are already into making on line Marketing is still changing at an our National Anthem. No other country's National change our political system. We who broke all the shackles in his purchases for goods & services. extremely fast pace. Next 5 years Anthem shows as much reverence to the supreme need to change our attitude. life . He trained his daughters to banners, wall paintings . Another famous In off line business too things may expose us to so many manifestations of nature as does our National There shall be no sphere in our enter into arena of wrestling changed with emergence of changes which have not hap- life which is not being subjected which could never be imagined method adopted was through Rickshaw pened in last 100 years. Oppor- Anthem. Besides contributing to that civilizational chain of Large Format Stores to change except may be the in India. So what was it ? It was loud speakers. Some better brands started like, Walmart, Metro, Reliance, tunities are huge for youngsters. wealth of our country, Dr. Jitendra Singh has enu- word "CHANGE" itself. change in thought process which Croma , Big Bazaar etc. One But for that they need to train merated practical tasks that will stop pollution of Hence it is natural that "Mar- set an inspirational example for thing is for sure that in today's their mind and come up with an keting" could not hold itself from sponsoring Radio programs. attitude of not only "Accepting Devika, clean its waters to make it transparent, dec- others to follow. India Consumer is the KING. being subjected to change . But India of 70s, 80s & till 90s later on revolutionized India was age. People by now had acquired Again to address such a wide Change" but be a part of "Initiat- orate its banks with parks and plantation, provide more importantly marketing has was marred by traditional mar- surfacing of Computer era in new aspirations. Rural India was variety of aspirations you have to ing Change" and "Executing Change". proper ghats for devotes to take a dip in the holy acted as a catalyst for all other keting. Brands usually commu- India in mid 80s. However the booming and ready to become be trendy . Even advertising This is just a beginning. The dimensions of operations where nicated through posters , cloth real shift in Indian Marketing the part of global phenomenon. methods too have changed in last river and set up electric cremation sites besides a road ahead shall be fast, thrilling, we were expected to change. In banners ,wall paintings . Anoth- scenario happened in mid 90s . Stage was set for India to be rec- 4-5 years. Fast growing E- Com- mega waste disposal unit. Looking at this project exciting & full of mysterious today's corporate world ability to er famous method adopted was Three very important things hap- ognized as a super economic merce has given birth to another possibilities. Be ready to from futuristic point of view, we can say that founda- handle changes & incorporate through Rickshaw loud speak- pened in Indian industry which power. All the big Multination- new marketing platform & that embrace the same with open changes in the organizations ers. Some better brands started tion of a great tradition of keeping our ecology and had long term implications for als like Walmart , Metro, Ama- is Digital Marketing. arms. have become biggest sought sponsoring Radio programs. I Indian economy in general & zon started feeling waters in Digital Marketing in last few environs away from pollution and showing due after managerial skills. This is (The author is a Marketing Head clearly remember "Binaca Geet Marketing in particular. First India. India had become a huge years has forced companies to respect to nature has been laid by the Devika proj- more so in Marketing where tem- with a Multinational Brand) Mala" was famous weekly radio was the advent of Multination- market for mobiles, lap tops & revisit their marketing strategies. ect. po of change is constantly accel- [email protected]