• Abstract and Figures
• Public Full-text

Publisher’s Detail Publisher: Rev. Dr. Rosy Antony, President, CSDA (Claudine Society for Development and Action) Palani 1, India. For CSDA: www.claudinesociety.weebly.com

Publication details Academia and Society Print: ISSN 2393-9419 Online: E ISSN 2393-8919 Run by Come alive centre (A branch of "Claudine Society for Development and Action" Societies Act No. XXI of 1860/S.No.2, 1999), Palani 1, India Holy Cross College Campus, Tiruchirapalli 620 002. South India For journal: www.academiaandsocietyjournal.com; For Comealive Centre: www.comealivetoday.weebly.com

Frequency: Bi-annual # Started in the year 2014 Printed at : Come alive, Tiruchirappalli # 99947 32026

Editorial Members Chief Editor : Sr.Saghayamary, A Director, Comealive Centre Holy Cross College Campus, Tiruchirapalli 620 002.

Editors : Dr.Lilly Rosari. S Associate Professor of Commerce Holy Cross College (A), Tiruchirapalli 620 002. Dr.Turin Martina. A Associate Professor of Rehabilitation Science Holy Cross College (A), Tiruchirpalli 620 002. Dr.Vasanthi S Associate Professor of Commerce Holy Cross College (A), Tiruchirapalli 620 002, India.

Editorial Advisory Board : 1. Dr. Sr. Jeusin Francis, Principal, Holy Cross College (A), Tiruchirapalli 2. Dr. Nirmala, Principal, Holy Cross College of Education, Tiruchirpalli 3. Ms. Beatrice Vanaja, Director, NEWLIFE, NGO, Tiruchirapalli 4. Dr. Doss A.S, CEO, CAGER, Bangaloru.

This issue contains . . .

1. Developing the concept of days in a week through Tamil Sign Alphabets

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 2 R. Shanthi and Pavithradevi 2. Diversity, abundance and seasonality fluctuations of earthworms in a predominantly korai grass cultivating habitat A.Malathi and C.D.Lethi 3. Growth in reading ability of the children with special needs in self-contained classroom Sahayarosali Arokiasamy 4. Increasing h-index or boosting h-index of a research article in citation market A.Saghayamary 5. New historic approach on Scott Westerfeld’s Ugiles C. Ajeetha Joicy Rosana 6. An ecological approach to the wilderness experience of Jesus Christ Grace Beula and Sr. Judy Gomez 7. Religion of South Indian Blacks A.Sagayadoss 8. Synthesis and characterization of pure and fe doped zinc sulphide nano particles A.Mariabernadette Leena and K. Raji 9. The Auto Urine Therapy (AUT) down the centuries: A single healing solution for all diseases. A.Saghayamary 10. The Reading Habits of Medical Students at Chennai Medical College Hospital & Research Centre - A Study. R.vijayalakshmi, B.S.swaroop Rani and Thirumalaikolundusubramanian 11. A comparative study of verbal fluency between young and old alcoholics Ms.K.Bhuvaneswari and Ms.Amritha.M.L Male-Female wage gaps among construction workers in India N.Raja 12. Metadata analysis of Google scholar relating to library A.Elezabeth Dyana and A.Saghayamary 13. Voice characteristics of pregnant women across trimesters Amritha M 14. Trend of research on personality traits using five factor model (ffm) with Special Reference to Google Scholar Mary Jansi and S. Anbazhagan 15. The growth of urban population in tiruchirappalli city with the concept of smart city- a study Fouzia Kousar. A 16. The influencing factors on purchase of green products A.John Mathew and S. David Amirtha Rajan 17. Swot Analysis report on Dabur India A.Kanmani Joan Of Arch 18. E - Tailing in India - An Overview J. J. Jeyakumari and A.Victoria Subha 19. Foreign direct investment in retailing J.J.Jeyakumari and S.V.Soundaravalli 1, 2 Department of Special education, Developing the concept of days in a week through Avinashilingam university, Coimbatore Tamil Sign Alphabets Abstract 1R. Shanthi A study on developing the concept of days in a week through 2 Tamil sign alphabets at primary level in hearing impaired Pavithradevi special school was carried in Coimbatore district of Tamil 1Assistant professor (S.S) Nadu. The sample selected for the study considered ten 2Med Special Education (Hearing Impairment),

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 3 hearing impaired children, both boys 5 and girls 5. The For example: ‘Crow bird flew away’ instead of experimental study was selected for the purposive sampling method. The tool was developed with the help of the ‘Crow flew away. investigator. The tool has dependent variable that 5. Make errors of omission (of words needed to includes Sunday, Monday, Tuesday, Wednesday, make the sentence correct): Thursday, Friday and Saturday. The children with hearing impairment at special school, were able to For example: attain the concept of days in a week through Tamil sign alphabets. a) Omission of preposition. ‘The baby slept bed,’ instead of ‘the baby on the bed. Keywords: Tamil Sign, Alphabets b) Omission of determining. ’Ant saw Introduction grasshopper,’ instead of ‘the ant saw the “ There is no end to education. It is not that you read a grasshopper’. book, pass an examination, and finish with education. The Omission of direct object. ‘A girl threw in the whole of life, from the moment you are born to the c) moment you die, is a process of learning”. water’, instead of ‘the girl threw the ball in the (JidduKrishnamurti). Developing reading and writing water’. skills among children with hearing impairment is an ever d) Omission of verb. ‘The Bird away’. Instead of growing challenge for the special educators and their ‘the bird flew away’. parents. Due to retardation in hearing, children with hearing impairment are unable to develop their reading & 6. Make errors of substitution (of incorrect words) writing skills. In the primary level itself, children with hearing impairment develop their reading & writing skill For example: This is Manish book. (Substitution without understanding of graphical representation of the of noun ‘Manish’ for pronoun ‘my’) alphabet. At the end they are deficit in vocabulary and concept development and poor in reading and writing 7. Errors of word order in a sentence. skills. Difficulties in auditory perception and visual For example: ‘Play out we went’, Instead of ‘went perception lead to develop a child without comprehension out to play’. skills and poor cognitive development. According to the National Association of Educational Progress to be a 8. Make redundant use of prepositions. For example; proficient reader, a student must be able to read at grade ‘The boy walked to home’, instead of ‘the boy level and also be able to synthesize, explain, and analyze walked home’. what he/she read (i.e., Comprehend and make reasonable inferences of written material). Reading is related to 9. Inflections are not used correctly. For example: cognitive development, language development, and ‘Five Boy Play In The Seas Water’ Instead Of emotional development. Reading is a fundamental skill ‘Five Boys Played In Sea Water’. necessary to function successfully in today’s society (Kirsch, Jungeblut, Jenkins &Kolstad, 2002). Reading 10. Either omit or misplace conjunction while comprehension aids in the development of ideas, combining sentences. exploration of new knowledge and exchange of information. The ability to comprehend written language 11. Make errors in spellings, punctuation marks. is a great framework that stems from the development of literacy skills by the time students reach their school age 12. Rarely use relative words, e.g., If, like, however. years. 13. Over generalized certain forms; Errors Made By Children with Hearing Impairment in For example; ‘the pencil broke,’ instead of ’the Writing pencil broke’. 1. Use simple words, simple sentences and short sentences. 14. Use incorrect tense marking: 2. Sentences are right and stereotyped For example: ‘he went to the market and bring For example: I am going to school. I am vegetables’. Instead of ‘he went to the market and getting 5.30 a.m. I am going by bus. I am brought vegetables’. coming at home. 15. Use incorrect combination of determiners and 3. Use more contents, words like nouns, verbs nouns. For example; ‘there was a water on a and use fewer adverbs, conjunction, floor’, instead of ‘there was water on the floor’. auxiliaries, case markers etc. 4. Make errors of addition (of unnecessary words): 16. Tackle writing task, sentence by sentence. There is difficulty in limiting sentences together through

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 4 coordination and subordination of clauses. (and, if, The present study was conducted in the Infant Jesus when) Special School for Deaf in Coimbatore District of Tamil Nadu. A purposive sampling technique was 17. Rarely use cohesive devices which help the slow adopted to select the hearing impaired students and continuous. For example; Then, afterwards, enrolled in a Special School. The sample selected for however, next. -Tharyani. T. K., et al., (2006). study considered of 10 hearing impaired children, both An educated hearing impaired person often finds that boys 5 and girls 5. he can communicate with the general public only by The experimental method was conducted the study in sign, gesture and writing by mistake. Research on sign Infant Jesus special school, Coimbatore. The data are language in several countries has contributed to collected in the present study from the population of changing the attitude of deaf people themselves to sign 1st, and 2nd standard children with hearing impairment. language, changing from a feeling of inferiority in to The selection and application of this study is more pride over the language. Use of sign language amongst objective. many parents of the deaf, educators and society is widely accepted in all over the world. Through the use Construction of the Tool of sign language, parents of deaf children can now The samples were selected and report was created with raise their deaf children like any other hearing child is the samples. The investigator used to collect being raised. information on knowledge about days in a week among the selected samples. Need of the Study . A personal data profile was developed for the Hearing impaired children have difficulty in reading and purpose to know about the age, type of hearing writing. They may have writing error in simple words, sentences and phrases. Hearing impaired children can loss, level of hearing loss and educational make errors such as substitution, omission, addition and standard. distortion. The purpose of the study was to analyze through Tamil Sign, the Alphabets developing the concept . Tamil sign alphabet - introduced by Shanthi. of days in a week. Tamil sign alphabets is a tool which helps children with hearing impairment to develop R. (2015) was used for the purpose of reading and writing skills and it is the remedy for solving developing the concepts of days in a week to the language related problems. The results of the study contribute for development and knowing their level in enhance the writing skills among children with concept development and provide remedy for their problem. hearing impairment Objectives of the Study . Through the help of Tamil sign alphabets the The major objectives of the study are to: investigator develops the intervention package in . Explore current level of awareness about the concept of days in a week. concept of days in a week among children with hearing impairment at primary level. Administration of the Tool . Find out whether CWHI can write the days in a week. The tool was administered to the selected 10 hearing . Develop Tamil sign alphabets intervention impaired children in Infant Jesus special school, package in developing the concepts of days in a Coimbatore district. The investigator conducted the pre week to enhance the writing skills among test in two ways. children with hearing impairment . The instructor checks the awareness about the . Find out the impact of Tamil sign alphabets concept of days in a week among children with intervention package in developing the concepts hearing impairment. of days in a week to enhance the writing skills . In the second way, the investigator informs the among children with hearing impairment children with hearing impairment to write the . Find out the impact of Tamil sign alphabets days in a week. intervention package in developing the concepts of days in a week to enhance the writing skills among children with hearing impairment at It was surprising to note that the students were not primary level with respect to variables such as aware of days in a week. Once the pre test was (i) Gender. (ii) Grade completed, an effective intervention was followed Methodology using a package on Tamil sign alphabets to reach and teach the children with hearing impairment. The

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 5 package was developed consisted of finger spelling on days in a week in a pictorial form accompanied by an explanation.

Result and Discussion

The result of the study developed the concept of days in a week through Tamil sign language among children with hearing impairment in special school with variables in gender and grade. The data develop days in a week through Tamil sign language of selected sample were analyzed with the quantitative and qualitative technique. The results of the study are discussed under the following heads;

Awareness about Days in a Week Table 1.Awareness about Days in a Week among Children with Hearing Impairment Days R RP NR NRP

Sunday 10 100% 0 0%

Monday 10 100% 0 0%

Tuesday 10 100% 0 0%

Wednesday 8 80% 0 20%

Thursday 6 60% 4 40%

Friday 7 70% 3 30% Saturday 5 50% 5 50%

R-Responding NR-Not Responding RP-Responding Percentage NRP-Not Responding Percentage

In the table 1 and figure 1 indicate the Awareness about Days in a Week among Children with Hearing Impairment with respect to Sunday, Monday and Tuesday scored very high (100%). The children with hearing impairment scored low in Saturday (50%). Because they may have very low attention span to forget the last.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 6 Acquisition of Writing Skill Table 2. Acquisition of Writing Skill among Children with Hearing Impairment in the Concept of Days in a Week

Days R RP NR NRP Sunday 4 40% 6 60% Monday 3 30% 7 70% Tuesday 3 30% 7 70% Wednesday 2 20% 8 80% Thursday 0 0% 10 100% R-Responding NR-Not Responding Friday 0 0% 10 100% Saturday 0 0% 10 100% In the table 4 and figure 4 exhibits that the hearing R-Responding NR-Not Responding impaired students Pre and Post test scores according to RP-Responding Percentage NRP-Not Responding Percentage Grade Post test Scored very high (50%) in lower level In table 2 and figure 2 Acquisition of writing skill performance in pre test. When they received among children with hearing impairment in the concept appropriate training in developing the concept of days of days in a week with respect to Sunday scored high in a week through Tamil Sign alphabets to their (40%). The children with hearing impairment scored performance is higher in post test performance. low on Wednesday (20%). Because they may have difficulty to write independently. Conclusion This study mainly focuses on developing the concept Gender of days in a week through Tamil sign alphabets among Table 3. Comparison of Pre and Post Test Scores in children with hearing impairment at primary level. The the Concepts of Days in a Week through Tamil Sign investigation revealed the awareness about days in a Alphabets with Respect to Gender week through Tamil sign alphabets at primary level is very important for children with hearing impairment and analyzed that how the variables such as gender and grade influence the efficacy of days in a week through Tamil sign alphabets. Children with hearing impairment make an error in writing and face difficulties in developing the concepts due to hearing loss which leads to short term memory span and unawareness on graphical representation of the alphabet. Through this study, the researcher proved that, with the help of the Tamil sign alphabet develops the writing skill and concept development among children with hearing impairment. Reference R-Responding NR-Not Responding 1. Brown, E (2009),”One Student, Two Languages: In the table 3 and figure 3 exhibits that the hearing Print Literacy In Deaf Students”; Linguistics impaired students Pre and Post test scores according to Thesis. Gender Post test Scored very high (50%) in lower level 2. Karthikeyan, D, Mrs..Muthulakshmi, G (2014), performance in pre test. When they received “English Letters Finger Spelling Sign Language appropriate training in developing the concept of days Recognition System”, International Journal of in a week through Tamil Sign alphabets to their Engineering Trends and Technology (IJETT). M. performance is higher in post test performance. S. University, Tirunelveli, India. 3. Puente, A., Herrera, J.M (2006), “fingerspelling and sign language as alternative codes for Grade Table 4. Comparison of Pre and Post Test Scores in reading and writing words for children, deaf singers”, journal of American annals of the deaf the Concepts of Days in a Week through Tamil Sign Alphabets with Respect to Grade Vol 151, no 3 4. Thomas E. Allen (2015),”ASL Skills, fingerspelling ability, home communication

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 7 context and early alphabetic knowledge of 1993). The diversity and abundance of earthworm preschool-aged deaf children”, journal of sign populations in soils are related to factors such as soil language studies Vol 15, NUM 3 5. Y Tabata, Faculty of Medical Science, Kyoto structure, soil texture, temperature, humidity, altitude, College of Medical Science and T. Kuroda agricultural crops as well as agricultural practices (2008), Department of Engineering Science, (Buckerfield, 1992; Carter et al., 1994; Edwards & Osaka University, “Finger Spelling Recognition Lofty, 1982). Though reports are available on the Using Distinctive Features Of Hand Shape”, earthworm diversity in different habitats, there is no University of Reading- Journal, UK; ISBN information on this line in Korai cultivated areas. 07 049 15 00 6. Ayyampalayam Panchayat in Trichy District is End notes situated in the Southern east of the Tamilnadu in India. Tool for Developing the concept Days in a Week The main crop of this area is korai (Cyperus through Tamil Sign Alphabets corymbosus). A preliminary study made by us has Diversity, abundance and seasonality shown that korai is cultivated in this Panchayat. This fluctuations of earthworms in a predominantly study deals with the distribution, abundance and korai grass - cultivating habitat. diversity of earthworms in Ayyampalayam Panchayat, with reference to its four major habitats such as korai, 1A.Malathi, 2C.D.Lethi paddy, banana and water canal zone 1 Research Scholar 1,2Department of Zoology, Material and Methods Holy Cross College (Autonomous), Thiruchy. Earthworm survey: The survey and collection were Abstract done every month for the duration of one year starting from October 2009 to September 2010. The study sites This study presents a survey of the diversity and were the four habitats such as korai, paddy, banana and abundance of earthworm species in water canal zone in the eight villages of Ayyampalayam Ayyamppalayam Panchayat, Trichy Dt., Panchayat namely Iveli, Andrappatti, Sendamankudi, Southern-Eastern Tamil Nadu State of India. Peramoor, Puthuteru, Saranarppalayam, Ayyampalayam Earthworms were sampled from four different and Kalukattippalayam. habitats viz. korai, paddy, banana and water canal zone by digging and hand sorting method. Sampling of earthworm population: Sampling was Temperature, moisture, pH and organic carbon by 0 - done as per the method published by Reddy & Raju 10 cm soil sample were estimated from each sampling (1998). At each site, five pits were dug (25cm× 25cm× site. A total of four species belonging to 2 genera and 3 20cm) every month at regular 5 m intervals. families, Megascoleacidae (Lampito mauritii, Perionyx Earthworms were sampled by the hand sorting method. sansibaricus), Ocnerodrilinae (Ocnerodrilus The sorted ones were counted and weighed. This occidentalis) and Octochaetidae (Octochaetona procedure was repeated for 12 months. serrata) were recorded during this survey. Earthworm species L.mauritii appeared as dominant earthworm Species identification and diversity: Earthworms species in this area. L.mauritii was dominant in all the were identified to the species level with the help of habitats of the locality except paddy. Species richness monographs of Eisen, G. (1878), Stephenson (1923) & was found higher in Sarnarppalayam locality. Julka (1988), Begum & Ismail (2004). Annual species Keywords: Abundance, diversity, earthworms, diversity index (H´) of earthworms in the four habitats ecological factors, habitats. was studied as per Shannon & Weaver (1949). Introduction

Earthworms are known for their beneficial role in the soil system since the time of Darwin (1881). They influence the soil physical, chemical and biological properties such as porosity, aeration, nutrient status and microbial biomass (Dexter, 1991 & Lee, 1985). There are about 7254 described Oligochaete species and out of them about 3627 are terrestrial earthworms in the world. In the Indian subcontinent about 509 species belonging to 67 genera and 10 families have been reported, showing a high degree of diversity in this Where region as compared to other parts of the globe (Julka, ni = importance value for each species N= total of importance values

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 8 Pi=importance probability for each species= ni/N

Results

A total of four species (four genera under three families) of earthworms was located in the Ayyampalayam Panchayat region. Their systematic position and habitat wise distribution are presented in the Table1. Korai and paddy habitats supported only L. mauritii and O. occidentalis respectively. Plantation of banana harbored both L. mauritii and O. serrata. L. mauritii and P. sansibaricus were found in water canal zone. L. mauritii was widely distributed in all habitats except paddy fields. Annual species diversity index (H ´) of earthworms were 0.342, 0.350, 0.269 and 0.275 for korai, paddy, banana and water canal zone respectively (Table 2). The total earthworm diversity index for the study area was 1.236.

Table 3 presents the physical-chemical conditions of the soil from the four habitats. The pH of the paddy cropping area was 6.4. The electrical conductivity was less in paddy (0.10) compared to that in banana and water canal zone. The total nitrogen content was low in korai and paddy fields. The data on relative density (RD), relative biomass (RB) and relative frequency showed that L. marutii dominated in korai, banana and water canal zone and O. occidentalis in paddy habitat (Table 4). The soil in the chosen area is predominantly clay except in the water canal zone. The average pH ranged from 6.30 to 7.50 in korai, banana, paddy and water canal zone.

Table 1. Systematic position and the habitat of the four species of earthworms identified in Ayyampalayam Panchayat

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 9 Table 2. Species diversity and abundance in the to be an abundant species which occur in cultivated different habitats of Ayyampalayam Panchayat and sewage soils (Tripathi, 2004). It is adapted to Index Korai Paddy Banan Water withstand drought conditions, as they have an a canal enteronephric meronephic excretory system (Lee, zone 1985). Abundanc 0.241 0.484 0.134 0.140 The earthworm abundance is closely related to the e 0.342 0.350 0.269 0.275 organic content in the soil as indicated by organic Species carbon content. The relationship between earthworm diversity abundance and organic carbon seemed to be more complicated, but there is also a tendency towards Table 3. Range of physico-chemical parameters in the strengthening the relationship under reduced tillage habitats preferred by the four species of earthworms in (Joschko et al., 2009). The pH and EC of the soil Ayyampalayam Panchayat recorded was 6.7 and 0.8 in the paddy fields of Pondicherry (Sathianarayanan and Khan, 2006). The degree of the relationship between biodiversity characteristics and environmental variables was recently discussed as an indicator of sustainability (Vellend et al., 2007). A noteworthy observation in this study is that though L. mauritii is the predominant species in the area, it is about in paddy fields, where the pH is as low as 6.30 and EC is 0.10. Suthar (2005) has reported that L. mauritii is found in higher pH range such as 8.6 – 8.9 and O. occidentalis in compared lower pH. The results of this study also show that the distribution of species depends on the native of soil and pH.

Bibliography Table 4. Relative density (RD%), relative biomass (RB 1. Begum, R. and Ismail, S.A. (2004) Illustration %) and relative frequency (RF%) of earthworm of earthworms occurring in around Chennai, species of four habitats during Oct 2009 - Sep India. J. Threatened Taxa., 19: 1394-1400. 2010 in Ayyampalayam Panchayat in Trichy 2. Buckerfield, J.C. 1992. Earthworm District populations in dry land cropping soils under conservation tillage in South Australia. Soil Biology & Biochemistry 12: 1667-1672.

3. Carter, M.R., Mele, P.M. and G.R Steed, G.R. 1994. The effects of direct drilling and stubble retention on water and bromide movement Discussion and earthworm species in a duplex soil. International Journal of Soil Science 4: A survey of earthworms for one year reveals the 224-231. occurrence of a very low species diversity in 4. Darwin, C. 1881. The Formation of Vegetable Ayyampalayam Panchayat. According to Lee (1985), Mould Through the Action of Worms with low diversity is observed in extreme soil conditions Observations of their Habits. Murray, such as low pH, poor fertility, high clay content or a London. high degree of soil disturbance. Clay nature of soil, 5. Dexter, A.R. 1991. Amelioration of soil by disturbance due to agriculture operation and low pH natural processes. Soil and Tillage Research could be the cause for the lower earthworm diversity in 20: 87- 100. this Panchayat. Bakersfield (1992) & Lee (1985) have found a low earthworm abundance and diversity 6. Eisen, G. 1878. On the anatomy of obtain in October that reflects environmental variables Ocnerodrilus. Nova Acta r. Soc. Sci. Upsal.10 such as low soil moisture or low temperature. (3): 1-12. 7. Edwards, C.A. and Lofty, J.R. 1982. Lampito mauritii is found to be predominant in the Nitrogenous fertilizers and earthworm study area. It is observed in the highly clay soil of populations in agricultural soils. Soil korai, banana and water canal zone. L. Meat is reported Biology & Biochemistry 14: 515-521.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 10 8. Julka, J.M. 1988. Fauna of India: Megadrile Growth in reading ability of the children with Oligochaeta (earthworms). Haplotaxida: special needs in self-contained classroom Lumbricina: Megascolecidae: Octochaetidae, Zoological Survey of India, Calcutta. Sahayarosali Arokiasamy M.R.SC., M.Phil 9. Julka, J.M. 1993. Distribution pattern in Special Educator, Northside Elementary School, Indian earthworms. In :Earthworms Walterboro, SC. USA Resources and vermiculture. Zoological Abstract Survey of India. Calcutta. 10. Lee, K.E. 1985. Earthworms, Their Ecology In the recent years, public schools were facing the and Relationship with soil and Land use. greatest challenge in meeting the needs of a diverse Academic Press, Sydney. student population. They were varying in cognitive 11. Joschko, M., Gebbers, R. Barkusky, D. abilities, maturity levels, academic strength and Rogasik, J. Hohn, W. Hierold, W. Fox, C. A weaknesses. On the other hand, self-contained and Timmer J. 2009. Location- classrooms provide a more positive and supportive dependency of earthworm response to environment for academic, personal, and even social reduced tillage on sandy soil. Soil and Tillage Research 102: 55-66. development. Traditionally, self-contained 12. Reddy, R.V. and Raju. S.A. 1998. Influence classrooms were intended to help students who of land use on Distribution of population demonstrated special needs, or to assist students who and Biomass of Earthworms in certain a were struggling with classes or curriculum content. Alfisol Fields of Semi-Arid Tropical India. Due to recent curriculum shifts, some self-contained Journal of Soil Biology & Ecology 18: 78- rooms cater to the diverse needs of students, such as 83. those coping with autism spectrum disorder. A 13. Sathianarayanan, A. and Khan, A.B. (2006) special Education Teacher, who is highly trained to Diversity, distribution and abundance help support students with autism, is able to provide of earthworms in Pandicherry region. Trop. Eco., 47: 139-144. greater assistance than what these students would 14. Shannon C.E. and Weaver W. (1949) The typically receive in a classroom with a larger mathematical theory of communication, student-to-teacher ratio. University Illinois Press, Urbana, pp. 117. 15. Stephenson, J. 1923. The Fauna of British India, (Oligochaeta). Tailor and Francis Ltd, London.

16. Suthar, S.S. 2005. Earthworm Fauna of Jalore District of Rajasthan. Eco.Env. & Cons. 11: 455- 459. 17. Tripathi, G. and Bhardwaj. P. 2004. Earthworm Diversity and Habitat Preferences in Arid Regions of Rajasthan. Zoos’ Print Journal 19 (7): 1515-1519. 18. Vellend, M., Verheyen, K. Flinn, K.M. Jacquemyn, H. Kolb, A. Van Calster, H. Peterken, G. Graae, B.J. Bellemare, J. Honnay, O. Brunet, J. Wulf, M. Gerhardt, F. and M. Hermy, M. 2007. 19. Homogenization of forest plant communities and weakening of species- environment relationships via agricultural land use. Journal of Ecology 95: 565-573. 20. Shannon, C.E. and Weaver, W. (1949). The Mathematical Theory of Communication. Urbana, Illinois: University of Illionois.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 11 Keywords: Speech and Language Impairment, self-contained classes with on grade level reading Developmental Delays, ADHD, Oppositional Defiant assessment. After the intervention, fifteen students will Disorder, Autism demonstrate growth towards proficiency in phonemic and phonological awareness that promotes Introduction improvement in reading through explicit phonemic awareness, phonics and writing instruction. In the recent years, public schools were facing the greatest challenge in meeting the needs of a diverse Background of the study student population. They were varying in cognitive abilities, maturity levels, academic strength and A self-contained Multi-categorical special education weaknesses. On the other hand, self-contained class from the rural southeastern part of the United classrooms provide a more positive and supportive States was chosen for this research study. Most of the environment for academic, personal, and even social students were coming from lower socioeconomic development. Traditionally, self-contained classrooms backgrounds. Some parents/guardians are working two were intended to help students who demonstrated to three jobs to support their child’s needs and were special needs, or to assist students who were struggling unable to provide adequate after school support in their with classes or curriculum content. Due to recent child’s education. There were fifteen students in the curriculum shifts, some self-contained rooms cater to self-contained special education classroom within a the diverse needs of students, such as those coping with grade band consisting of first and second grade. There autism spectrum disorder. A special Education were 5 girls and 11 boys; 9 students had Teacher, who is highly trained to help support students Developmental Delay (DD), 2 students had mild with autism, is able to provide greater assistance than Intellectual Disability ID), 3 students had Specific what these students would typically receive in a Learning Disability (SLD), 2 students had Other Health classroom with a larger student-to-teacher ratio. Impairment (OHI), and 1 student had Autism as a primary disability. 15 students had speech and Language Impairment as a secondary disability. In the The focus group, self-contained classroom includes same group, 4 students had Attention Deficit students with Developmental Delays (DD), Autism, Hyperactive Disorder (ADHD); one student had Specific Learning Disability (SLD), mild Intellectual Oppositional Defiant Disorder (ODD) & Attention Disability (ID), Other Health Impairment (OHI), Deficit Hyperactive Disorder (ADHD); one student had Speech and Language Impairment, Attention Deficit William Syndrome and one student received therapy Hyperactive Disorder (ADHD) and Oppositional for Anorexia Nervosa. In that focus group, 15 students Defiant Disorder (ODD). Some students had received speech and language services, 9 received Occupational Therapy, 5 Received Physical Therapy, 5 behavioral concerns, health concerns, academic received Special needs transportation services and 4 struggles (i.e. In math, reading, science), or students received nursing services. One student was bilingual; learning to read with dyslexia. Special educators another had two parents who were critically ill, one differentiate their instruction to meet the needs of the student lived with the grandmother because his mother individual students. This study was conducted to was unable to take care of him due to drug addiction. measure the reading growth of the students in self- Four students lived with their grandmothers due to contained classroom. various reasons. Four students had dads who were incarcerated. Most of the students were raised by a single mother, grandparent, and guardian. Problem statement This self-contained classroom was chosen for the study because the special educator followed the Students who were placed in self-contained classrooms universal design of learning (UDL). It is a framework often went through inclusion and/or resource support. that provides a set of principles for curriculum If they didn’t make significant progress, then they were development that provides every student an equal placed in self-contained model to receive intensive opportunity to learn. The UDL framework helps the teacher to explain what, why, how of learning to intervention. Students in a self-contained classroom students. When the students learn what, why and how often function significantly below their age group in any content, it helps the learner to learn and retain peers. They were struggling readers often lack letter the content. In this study the special educator used the name and sound fluency skills at the first grade level. Children’s Progress Academic Assessment™ Some students had behavioral issues, health issues, (CPAA™) and The Kaufman Test of Educational learning problems, social and emotional issues. This Achievement (KTEA-II) Assessment. CPAA is a study was conducted to see the growth of students in computer adaptive assessment of core early literacy and mathematics skills for Pre K – Grade 3. It

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 12 functions as an integral component of a comprehensive Students who earned 16 or above will earn 5 or more assessment program at the school, district or state level points in Spring Assessment. In Phonics/ Writing, and consists of three parts: it is an independently students who earned 0-5 points will earn 15 points in completed formative assessment. It provides Spring assessment. Students who earned 6-14 will earn immediately generated interactive reports and it 10 more points in the Spring CPAA assessment. The recommended activities for one-on-one or small group duration of the study was 8 months from September to instruction. The CPAA connects assessment with April 2015. The first two weeks in September were instruction by providing actionable data that can be dedicated to Fall Term Assessment and the last two used by teachers immediately to address each student’s weeks of April was dedicated to Spring Term needs. The tool also enables educators to track student Assessment. During this time, the data were collected progress in service of meeting end-of-year learning without intervention. standards in preparation for summative assessments. (NWEA. Pg.3). The Kaufman Test of Educational The teacher provided flexible grouping and use of Achievement (KTEA –II) is an educational tool for small groups to address individual and small group children, measuring such areas as math, reading, needs. The teacher differentiated instruction based on written language, and oral language. The Kaufman the data collected from the formative and summative Test of Educational Achievement, published by assessments, observations, and data taken throughout Pearson Education Inc. was designed by Yale the year. The teacher provided one to one intervention University clinical psychologists Dr. Alan S. Kaufman based on the needs of the student. The teacher provided and Dr. Nadeen L. Kaufman in 1985. It was updated in explicit instruction in phonemic awareness, phonics 1998 and revised in 2004 to measure all seven areas and writing. The teacher carefully planned her stipulated by the 2004 re-authorized Individuals with instruction and delivered it through read aloud, shared Disabilities Education Improvement Act. The KTEA-II reading, guided reading and independent reading. is an individually administered assessment tool used to measure key academic skills in reading, math, written Literature Review language and oral language. (Patrice D. Robinson Internet Blog) During the course of intervention, the . Phonemic awareness training was the cause of special educator used explicit instruction in phonemic improvement in student phonemic awareness. awareness, phonics, vocabulary, comprehension and writing. The Special Educator used UDL framework (NRP Summary Report, p. 7) during the instruction. . Phonemic Awareness Training exerted strong and significant effects on reading and spelling UDL addresses the three learning networks within a development (NRP Summary Report p. 7) broadly defined concept of curriculum that includes . Phonemic Awareness training improved goals, materials, methods, and assessment (Hitchcock children’s ability to read and spell in both the et al., 2005). According to the following three UDL short term and the long term (NRP Report of the principles, each area of the curriculum should provide Subgroups page 2-28) multiple, varied, and flexible options for . Instruction that taught phoneme manipulation representation, expression, and engagement: with letters helped children acquire PA skills Principle 1: Provide multiple means of representation better than instruction without letters (NRP (recognition network). Report of the Subgroups page 2-28) . Children who were taught to manipulate Principle 2: Provide multiple means of action and phonemes with letters benefited more in their expression (strategic network). spelling than children whose manipulations were limited to speech. (NRP Report of the Subgroups page 2-29) Principle 3: Provide multiple means of engagement . The findings showed that teaching children to (affective network). manipulate phonemes in words was highly By providing phonological and phonemic awareness intervention, all students will demonstrate growth by effective under a variety of learners across a increasing their literacy score on CPAA – District level range of grade and age levels and that teaching assessment by at least 10 points and demonstrate phonemic awareness to children significantly growth by increasing their KTEA score by at least 0.5 improves their reading more than instruction that grade levels. Phonemic Awareness, Student who lacks any attention to PA. (NRP Summary earned 10 or below points in CPAA will score 15 Report, p. 7) points in the Spring Assessment. Students who earned 11 -15 will earn 20 points in the Spring Assessment.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 13 . Systematic synthetic phonics instruction had a intervention strategies were used while during baseline positive and significant effect on disabled and follow-up, data were collected without any readers’ reading skills. (NRP Summary Report, p. intervention. The study concludes that intervention 9) package consisting of direct instruction of phonological . Moreover, systematic synthetic phonics awareness was an effective strategy in reading instruction was significantly more effective in achievement of all three students. (Geraldine Marshall improving low socioeconomic status (SES) Mohler, Audiology. 2012;21(1)83-93) children’s alphabetic knowledge and word reading skills than instructional approaches that Sauna Tarot and Usaporn Sucaromana’s study were less focused on these initial reading skills. examined the effectiveness of the balanced literacy (NRP Summary Report, p. 9) approach in enhancing performance on phonemic awareness of Thai first-grade students. The . The findings provided solid support for the intervention program based on the balanced literacy conclusion that systematic phonics instruction approach was carried out for 10 weeks to support makes a bigger contribution to children’s growth students in improving their phonemic awareness skills. in reading than alternative programs providing Thirty students aged 6 and 7 year-old participated in unsystematic or no phonics instruction. (NRP this study. Four fricative consonants were taught as the Subgroup Report page 2-92) target sounds. Mixed methods were employed to This supports the conclusion that systematic . collect both quantitative and qualitative data. Post test phonics instruction is effective when delivered results showed that students significantly performed through tutoring, through small groups & through better on measures of phonemic awareness. Two-week teaching classes of students. (NRP Subgroup follow-up data indicated that students could retain and Report page 2-93) recall information about phonemic awareness. . The conclusion drawn from these findings is that systematic phonics instruction is significantly Data analysis and Interpretation more effective than non-phonics instruction in Fifteen students were administered the Pre assessment during the week of September, 2014 using CPAA and KTEA helping to prevent reading difficulties among at –II. The CPAA pre- assessment has the total value of 60 risk students and in helping to remediate reading points. Students who scored 0-6 points fall under Below difficulties in disabled readers. (NRP Subgroup Expectation, 7-21 falls under approaching expectation and Report page 2-94) 22-45 falls under at expectation and 46 – 60 are above expectation. Thus the point value below represents their score out of a possible 60 points. Each student was Phonemic awareness is one of the most important expected to make 40 points growth from fall to spring predictors of reading skills that has been taught by assessment. The CPAA assessment was based on grade different procedures. One of the procedures is level standards. The KTEA-II provides the current implementation of direct instruction in the functioning grade level of each child. instruction of phonemic awareness. The current study is one of the unique studies in Iran that Table.I. Baseline data: CPAA Fall Term Assessment investigates the impact of direct instruction in phonemic awareness on reading achievement of students with reading disorder. Three male second grade elementary students with reading disorder in a regular school in district six of the office of education in Tehran were selected. Multiple- baseline across subjects was selected as a research design. Reading and dyslexia test and Wechsler intelligence scale for children-revised were administered to the students. Moreover, a reading inventory consisting of 100 words was developed by researchers to assess the reading ability of the subjects. Baseline, intervention, and follow-up data were collected. During the intervention phase, the

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 14 Table.1, Baseline Data: CPAA formative and summative assessments, observations, indicates that in Phonemic and data taken throughout the year. After the Awareness, 8 students scored 10 or intervention, the spring data were collected in the below points, 2 students scored 11- 15 month of April, 2015. and 4 students scored 16 or above. In phonics /writing, 11 students Table. 3. CPAA Phonemic Awareness Data Spring Term scored below 10, 2 students scored 11-14, and 1 student scored above 16 points. In Reading, 9 students scored 10 or below; 1 students scored 11-15 and 4 scored 16 or above. The data also indicate that 10 students scored below expectation and 4 students scored approaching and one student scored at expectation.

Table. 2. KTEA –II Baseline Data Fall Term Assessment

Table.3. CPAA- Phonemic Awareness Data indicates that students who scored 0 to 10 showed growth of 40 points or more; Students who scored 11 – 15 gained growth points of 34 or more and Students who earned 16 or above earned 16 points or more. One student who scored at expectation gained 7 points in the spring. Fifteen students met the target in phonemic awareness. Table. 4. CPAA Phonics/ Writing Data Spring Term

Table. 2. KTEA –II Baseline data indicates that two students were functioning below Pre K level; six students were functioning at or below K.0; seven students were functioning between K.4 to <1.0.

Results from Table.1 and Table. 2 indicated that students exhibit difficulty in phonemic and phonological awareness that impacts literacy. Based upon the noted areas of strength and weakness, the Special Educator selected this objective to illustrate the growth in Phonemic and Phonological Awareness that will ensure the most success in reading, a pivotal goal for the student. Table.4. CPAA- Phonics/Writing Data indicates that Based on the baseline data, the students were grouped students who scored 0 to 10 showed growth of 40 into small groups and the interventions were provided points or more; Students who scored 11 – 15 gained to fifteen students. Effective instruction in phonemic growth points of 31 or more and Students who earned awareness, phonics and writing were provided through 16 or above earned 22 points or more in spring. Fifteen the UDL design of learning. Groups were adjusted and students met the target in phonics/writing. regrouped based on the data collected from the

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 15 Table.5. CPAA Reading Data

Table. 7. KTEA-II. Spring Assessment data indicate that Students who were functioning on a grade Pre K level showed improvement in the Grade K level. Students who scored at or below grade K level showed growth in 0.5 grade levels or more. Fifteen students Table.5. CPAA- Reading Data indicates that students showed growth in the overall reading. Fifteen students who scored 0 to 10 showed growth of 39 points or met the target in KTEA-II assessment. District more; Students who scored 11 – 15 gained growth expected growth for each student was 40 points from points of 32 or more and Students who earned 16 or the Fall Literacy score to Spring Literacy score. Nine above earned 20 points or more. One student who students gained 40 or more points, 2 Students gained earned 37 points earned 8 point growth in spring. 39 points, 2 students gained 38 points, 1 student gained 37 points, and 1 student gained 20 points from winter Table.6. CPAA Literacy Data to spring. Ten students met the district expectation in on grade level assessments. They were still functioning below grade level compared to their peers.

Table.6. CPAA Literacy Data indicates Conclusion the students who scored 0 to 10 showed growth of 37 points or more; Students The conclusion was drawn that overall growth in who scored 26 in winter gained 20 point reading was strongly enhanced by explicit instruction growth in spring. That student in phonemic awareness, phonics and writing. The transferred into the class during mid- year. results of this study supported the growing evidence that phonemic awareness was causally related to Table.7. KTEA –II . Spring Term reading achievement at the beginning stages of reading Assessment development. Furthermore, although a significant improvement in reading achievement was observed for both groups in first-grade and second grade children, the degree of improvement in reading ability of the children depended strongly upon the type of instruction received. In future, the follow up studies such as reading growth, comparative study between first and second grade students or comparison between different disabilities, ethnic group and socioeconomic groups can be studied.

References

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 16 1. Children’s Progress Academic Assessment™ Further study is encouraged to explore other available (CPAA™) Technical Report, NWEA (pg. 3) techniques to give larger visibility to the research outputs.

2. Geraldine Marshall Mohler, University of Keywords: h-index, university ranking, improve Nebraska - Lincoln, The Impact of Teaching citation, citation frequency, research impact, open Phonemic Awareness by Means of Direct access, Instruction on Reading Achievement of Students Introduction with Reading Disorder, Audiology. Writing a scientific research paper is one thing and 2012;21(1)83-93 creating visibility to the research paper is another thing. Accrediting agencies value an institution which 3. NRP Report, Teaching Children to Read: An has the research potential by measuring its research visibility in the name called citations. Citation shows Evidence-Based Assessment of the Scientific that how many times an article was cited by other Research Literature on Reading and Its articles (Fooladi et al. 2013). Citations to an article Implications for Reading Instruction - Summary might strongly depend on the visibility, rather than the Report (NRP Summary Report) merit of the article (Marashi et al. 2013). Creating visibility to an article is like creating a unique 4. Report of the National Reading Panel, Teaching identification for you as a researcher. Ale Ebrahim (2012) argues that publishing a high Children to Read: An Evidence- Based quality paper in scientific journals will be a halfway of Assessment of the Scientific Research, Literature receiving citation in the future. There is a need of on Reading and Its Implications for Reading advertising and promoting research articles Instruction—Reports of the Subgroups. regularly. The online presence of your research articles and your profile online help you boost your 5. Patrice D. Robinson, Demand Media, Strengths & research visibility. The author felt the need to bring to reach out to the research community through this Weaknesses of the Kaufman Test of Educational paper. Achievement Method and Material 6. SarunyaTarat, Naresuan University International The author searched on the Google the suggestions College (NUIC), Naresuan University, given by various publications and from the individual Phitsanulok, Thailand; UsapornSucaromana, authors and research articles. The author was open to pick up method from the general search, full text Department of Western Languages, research articles, bibliographies and abstracts. She had Srinakharinwirot University, Bangkok, Thailand - data mined and from her own suggestions. An Investigation of the Balanced Literacy Tools to bring visibility to one’s research products Approach for Enhancing Phonemic Awareness of The following tools are gathered from reviewing the Thai First-grade Students literature relating to the h-index. . 2003, (Aksnes) When a large number of authors write the articles are cited more Increasing h-index or Boosting h-index of a . 2005, (Sahu) Creating Researcher ID through research article in Citation Market online domains will increase the visibility of the author. . 2005, (Smith) adding of links to web search A. Saghayamary engines like Google will increase the citations. . 2006, (Harnad) Open access articles have College Librarian & Associate professor higher citation than the others Holy Cross College (Autonomous) . 2006, (Ortega and Antell) Publishing research Tiruchirappalli – 620 002 articles from across disciplines are cited more increases citations. Abstract . 2008 & 1998, (Ball; Abt) argue that the longer The author analyses the ways of improving citation of papers are cited more. the published research paper from the available review . 2008, (Wong) creating a research presence in of literature from Google search and from the the Web 2.0 platform increases citations published sources. This paper lists out methods to increase citations possibilities. It is the comprehensive list of the methods collected with the intended notion.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 17 . 2008, (Wong) joining at Academica.edu, . 2013, (Aghaei Chadegani et al.) “Enhancing Citeulike, ResearchGate and LinkedIn will Visibility and Impact” tools in registering into increase the citations. http://www.mindmeister.com . 2008, (Wong) Providing contact mails or . 2013, (Jones and Evans) creating visibility of details. the research articles by providing copies of the . 2009, (Frost), Advised to deposit an article in articles online. the Open Access repository . 2013, (Jones and Evans) Making the research . 2010, Gargouri et al. expressed in his research article easily accessible by providing more than the self achieving online increases the citations. one online presence of the articles. . 2010, (Swan) Open Access (OA) search . 2013, (Jones and Evans) publishing databases, journals carry more cited articles. professional web pages containing the publication Open Access has a positive impact on growth of list with the up to date research profile. citations . 2013, (Jones and Evans) Standardization of . 2011, (Sarli and Holmes) adding the core of author affiliation is important to make sure work research as the title of the paper can be attributed to the correct author and . 2011&2013, (Sarli and Holmes,; Jones and institution Evans,) Repeat key phrases in the abstract in the . 2013, (Vanclay) Publishing research articles body of the paper, title and in the key words which have a high impact factor. . 2011, (McCabe) depositing the working . 2013, (Vanclay) writing reviews of your own papers onto arXiv, SSRN, Academia.edu, article, or inviting review of your article increase Reserchgate, and other will enable higher the citations. citations. . 2015, (Hirokwa, Sachio and Nakatoh) . 2011, (Sarli & Holmes), Create a podcast writing an evaluation of the research article with an abstract of the research project Research increases citations. submitted to? YouTube increases citations. . 2016, (Whalen Ryan and Huang) . 2011, (Sarli and Holmes) Use a standardized recommends offering research articles in a institutional affiliation and address, using no conference has more citation value. abbreviations. . Creating blogs and websites having your . 2011, (Sarli and Holmes) Using the name and research papers with the unique URL enables the institution’s name with the same spelling and citations. spaces. . 2012 (Taylor & Francis Group) linking the Analysis of the method and the impression upon research paper into email signature will increase them the citations. After having tried the methods and analyzed them, the . 2012 (Ball), Joint publications with authors author comes to the conclusion that the visibility of the who are Nobel laureates are cited more. article is the key to the citations. So the authors are encouraged in creating their online presence of the . 2012, (Sage) Publishing the manuscript to research products and productively so that they may Wikipedia increases citations. gain momentum of marketing of the research ideas. . 2012, (Taylor and Francis Group) Writing a The hidden incited article is dead research product review of the original papers increase the Conclusion citations. Budding researchers keep their concentration on . 2012, Pislyakov and shukshina), (Jones and publishing research papers in high impact factor Evans 2013) Publish with authors of other journals which becomes their primary concern. But countries. Citation analysis shows that papers they need to consider ways to increase the visibility with international co-authors are cited up to four and usability of the research articles which alone times more often than those without international increase their citations. It seems that they work in the co-authors. Krause (2009) argued that articles citation index than bring out variety research articles. published with multi-countries or multi-institutes References collaborations get cited more. 1. Abt, H. A. (1998). Why some papers have long . 2012, (Taylor and Francis group) Use blogs citation lifetimes. [10.1038/27355]. Nature, and podcasts 395(6704), 756-757. . 2013, (ACM) making tutorial on the concept http://dx.doi.org/10.1038/27355 of the paper could be published online in Google 2. ACM. (2013). ACM Computing Surveys. so that the search engine finds your paper. Retrieved May 30, 2013, from http://csur.acm.org/author_info.html

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 18 3. Aghaei Chadegani, A., Salehi, H., Yunus, M. Paper presented at the Proceedings of STI M., Farhadi, H., Fooladi, M., & Farhadi, M., et 2012, Montréal. al. (2013). 18. Sarli, C., & Holmes, K. (2011). Strategies for 4. AComparison between Two Main Academic Enhancing the Impact of Research. Retrieved Literature Collections: Web of Science and May 9, 2013, from Scopus Databases. https://becker.wustl.edu/impact- assessment/strategies 5. Asian Social Science, 9(5), 18-26. http://dx.doi.org/10.5539/ass.v9n5p18 19. Sarli, C., & Holmes, K. (2011). Strategies for Enhancing the Impact of Research. Retrieved 6. Aksnes, D. W. (2003). Characteristics of highly May 9, 2013, from cited papers. Research Evaluation 12(3), 159- https://becker.wustl.edu/impact- 170. assessment/strategies http://dx.doi.org/10.3152/147154403781776645 20. Smith, A. G. (2005). Citations and Links as a 7. Ball, P. (2012, 11 October). Rejection improves Measure of Effectiveness of Online LIS eventual impact of manuscripts. Nature. Journals. IFLA Journal, 31(1), 76-84. 8. Ball, P. (2008). A longer paper gathers more http://dx.doi.org/10.1177/0340035205052651 citations. Nature 455(7211), 274-275. 21. Swan, A. (2010). The Open Access citation http://dx.doi.org/10.1038/455274a advantage: Studies and results to date. 9. Ball, P. (2012, 11 October). Rejection improves 22. Taylor & Francis Group (2012b). Promote eventual impact of manuscripts. Nature. your article. Retrieved May 9, 2013, from 10. Frost, R. (2009). Case study: Open Access http://journalauthors.tandf.co.uk/beyondpublic visibility and impact of an individual researcher. ation/promotearticle.asp Retrieved May 9, 2013, from 23. Vanclay, J. K. (2013). Factors affecting http://www.openscholarship.org/jcms/c_6220/ca citation rates in environmental science. se-study-open-access-visibility-and-impact-of- Journal of Informetrics, 7(2), 265-271. an-individual-researcher http://dx.doi.org/10.1016/j.joi.2012.11.009 11. Gargouri, Y., Hajjem, C., Larivière, V., 24. Wong, R. (2008). Ways to Maximise Gingras, Y., Carr, L., Brody, T., et al. (2010). Citations for Researchers (pp. 1-7). University Self-Selected or Mandated, Open Access of Sheffield Increases Citation Impact for Higher Quality Research. PLoS ONE, 5(10), e1363 http://dx.doi.org/10.1371/journal.pone.0013636 New historic approach on Scott Westerfeld’s 12. Harnad, S. (2006). Publish or perish Uglies —self-archive to flourish: the green route to C. Ajeetha Joicy Rosana open access. ERCIM News, 64. II MA English Literature 13. Jones, K., & Evans, K. (2013). Good Holy Cross College (Autonomous), Trichy Practices for Improving Citations to your Published Work (pp. 2). Abstract 14. Jones, K., & Evans, K. (2013). Good The literature of an age, and its sociological set up Practices for Improving Citations to your keeping and reacting one over the other. Literature Published Work (pp. 2). influences the society; society is reflected in Literature 15. McCabe, M. J. (2011). Online and in this way, in all languages and at all times there Access and the Scientific Journal Market: An has been a close interaction between the two. Literature Economist’s Perspective. (Vol. Draft Report of any age cannot escape the influence of the social for the National Academy of Sciences, pp. 1- scene and therefore is found reflecting the society of 36). University of Michigan and SKEMA the age when it is created. Hence to stick to this topic 16. Ortega, L., & Antell, K. (2006). Tracking dystopian literature would be perfect. Hence the paper Cross-Disciplinary Information Use by discusses on Scott Westerfeld's novel Uglies 2005. Author Affiliation: Demonstration of a which portrays the over privileged Utopian society and Method. College & Research Libraries, 67(5), its dystopian consequences. 446-462. 17. Pislyakov, V., & Shukshina, E. (2012). Introduction Measuring Excellence in Russia: Highly Cited Papers, Leading Institutions, Patterns of American literature is the body of literature written or National and International Collaboration. composed in English in any of the places in the United

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 19 States. The present America is the chain of British in the works, usually futuristic. There are two types of colonies in the eastern coast of US. Hence tradition of protagonist that can occur in dystopian stories: literature started along with the broader tradition of The first is the protagonist who naturally senses English Literature. The main themes of American something is wrong with the society and volunteers to Literature are the American Frontier, adventure, change it, believing that it is possible to triumph over mystery, fantasy, American dream and Utopia. the dictatorship, or merely escape from the misery. The Towards the wake of Twentieth century, America second is the common form of protagonist of the witnessed many social and cultural changes, which Dystopia, initially coexisting in the rotten society but reflected in literature. This gave rise to writings like in due course discovers how erroneous society has Science fiction, Dystopia, Young Adult fiction with become and either attempts to change or destroy it. themes of Identity, History and memory, technology in Often, the protagonist happens to meet a person who social life, intertextuality. Novels which were once represents the dystopia, perhaps the leader of the Utopian became its opposite, projecting the society. In the conflict, protagonist meets and is consequence of the society becoming over privileged. sometimes helped by a group of people who are also Hence the Utopian vision and its disadvantages are trying to escape or destroy the dystopia. Third type of shown in the Dystopian novels as a satire. Dystopia protagonists are rarely used. They are people who were though considers as an offshoot of Utopia, its part of Dystopia, but were exiled or have escaped, or popularity and its need for the society’s change made it they have created their own society within the to stand as literature. Dystopian for instance the novel Uglies speaks about this idea. Analysis and interpretation The aspects found in most of the dystopian novels are a Dystopia, according to the Oxford Dictionary of totalitarian government, political repression, Literary Terms is a modern term invented as the dehumanization, restrictions of freedom and oppression opposition of Utopia (perfect place to live, usually a which led to the rebellion. The totalitarian government dream world), and applied to any alarming unpleasant makes a habitual situation in which the people are imaginary world usually set in the future. It is mostly a driven to live in this situation. This habitual situation is significant form of Science Fiction and of modern the Utopian visionary, which over privileges the satire. The word Dystopia is derived from the ancient society creating the unknown misery or political Greek roots ‘dys- and -topia’, which means ‘bad’ and repression side-by-side. When this becomes a ‘place to live’. The bad place is the society, which compulsion for the citizens and the people in it try to itself is the antagonist that is vigorously waged in escape. They are dehumanized and their freedom is contradiction of the protagonist’s ambitions and needs. curbed. This creates rebellion but no ultimate solution In this case oppression is often performed by an is found. authoritarian or totalitarian government; therefore the result will be the trouncing of social independence and “ Uglies” written by Scott Westerfeld is a satirical pathetic conditions. The unfavorable circumstances, dystopian science fiction novel set three hundred years number of situations, such as love is a disease, people in future post scarcity dystopian society about the price must not show love on one another hence living under of beauty, where it is mandatory for everyone to turn constant surveillance. A wide spread theme among “Pretty” by extreme cosmetic surgery when they reach critics and reviews of the genre is telling Dystopias as the age of 16. It deals with the young adult’s obsession subjective. Some people surrounded by the dystopian with physical perfection and hedonism, which is society are infantilized by the totalitarianism and the followed by Pretties, Specials, and Extras. The make believe world around. American Library Association celebrated the book Uglies by giving the title of “Best Books for Young Dystopian fiction is a segment of the Speculative Adults” in 2006 along with another work Peeps (2005) Fiction genre which is approximate, rough and The paper makes a parallel study of the novel Uglies exploratory, and it includes a number of subgenres and its Historical context through New Historic depending upon the elements of the story. Dystopias is approach. “Uglies” is more or less a novel of New a part of a fictional universe which is illusory, therefore Historic attempt. It is based on the true events of the a background story of how this world should actually Twenty First Century, reflecting the society and its be or how it evolved from current world is exaggerated ravenousness search for plastic surgery. The author

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 20 effectively constructs the actions linking the past and in the first place can easily claim to be the most present placing the victims at the center, in this manner knowledgeable” to know more about people that they emphasizing its significance. Projecting and do for themselves. Resembling this idea, the characters exaggerating the main theme of plastic surgery and fuel in the novel Uglies also construct a pattern for beauty decomposition at the background, the author brings the and undergo plastic surgery. They become so ravenous characters involved to the foreground. The author’s for becoming pretty; to an extent they make plastic ultimate focus is on the consequence, the catastrophe surgery mandatory to everyone. Only when a person and the loss, leaving an everlasting mark on reader’s becomes pretty he/she will become the celebrated minds. In the literary sphere, Dickens was a pioneer in citizen. The person who are normal or the people who projecting history from the viewpoint of the poor, by rebel against this will be an outsider, insignificant, doing so he was practicing New Historicism either threat to the country. Here the most knowledgeable knowingly or unknowingly. In most common terms, side are the totalitarian government, media products, New Historicism brings out a “parallel reading of actors, models, these people on the whole make the literary and non-literary texts usually of the same laypeople to accept the idea of plastic surgery. historical period” (Barry 166). This ‘equal weighting’ is defined by the American critic Louis Montrose as The number of cosmetic procedures increased by 44 New Historicists pay attention to the “textuality of percent from 2003 to 2004, according to the American history and the historicity of texts” (Barry 166). Society for Aesthetic Plastic Surgery. Plastic surgeons Till the dawn of Postmodernism, Post structuralism and conducted a record of 11.9 million procedures last consequently New Historicism, history depends on year, including nonsurgical procedures like laser hair who has recorded the events. Taking into account the removal and Botox with an increase of 51 percentage, writer, his background and his attitude towards the while surgical procedures like breast augmentation or happenings around him, the objectivity assigned to liposuction with an increase of 17 percentage. In 2003 history is now negated. There is no history but histories more than 223000 cosmetic procedures were that are rampant in the postmodernist era. It is the performed on patients of 18 years old or younger, and writer and the reader who decides which is true or almost 39000 were surgical procedures such as nose correct. reshaping, breast lifts, breast augmentation, liposuction, and tummy tucks. History has always been written by and for the ruling class. A Danish historian once said: “Recorded history Conclusion is the diary of the winning team”, or as Salman Rushdie said: “History is the handshake of the 2005 was the plastic surgery outbreak. During that time winners”. History solidifies our knowledge of the past. over 10.2 million plastic surgery procedures were Hence when the novel Uglies is taken into account in performed. Television programs made it increasingly this context the ideas of Michel Foucault are difficult to agree on what constitutes a ‘normal applicable. Foucault started with the truism “knowledge is power”. He talks about knowledge of appearance’. Everyday people began to undergo human beings, and power that acts upon them. People changes to their appearance, some as a young teenager. read history and they act according to their culture, Teens became engulfed in the media, obsessing over they imitate their predecessors in every aspect. the fantasy to look identical to their favorite celebrities. Imitation being the soul of humanity they all have The novel Uglies resembles the historical context of its something common in them, that is the archetypes. No age. Hence the novel is a New Historic attempt man has his own autonomous meaning, hence he knowingly or unknowingly. deliberately belong to the knowledge of his nation. This knowledge would be just what a group of people Reference get together and decide is true. 1. Westerfeld. Scott, Uglies, Simon and Schuster, According to Foucault “the mixture of social sciences USA, 2005. and human beings are human sciences. People decide what truth is or construct truth that define humanity, 2. Barry. Peter, Beginning Theory: An and affect people in general.” “When power creates introduction to literary and cultural theory, 3rd belief, and these people who decide what is knowledge

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 21 edition, Viva Books 2010, reprinted 2011, 2012, wilderness is the preservation of the world", he might 2013, 2014. well have meant that in wilderness is the preservation of humanity, for it is in wild places that we are 3. Fillingham. Lydia Alix, Foucault for Beginners, reminded of where we come from and how much we a Illustrated by Moshe Susser, Orient BlackSwan part of the natural world. Through recent history, pvt ltd 2008 Western European cultures and traditions have maintained a distinct separation between the land and our human existence. We conquered the frontier of the "new world", and only when it was done did we realize An Ecological Approach To The Wilderness that should the last pieces of wilderness be lost, Experience Of Jesus Christ something fundamentally important would be lost to us. Many people are beginning to see the connections, 1Dr. Grace Beula Malini, beginning to see that we cannot separate ourselves 2Sr. Judy Gomez 1,2Associate Professor from the land. Wilderness has many values. Department of English, Holy Cross College (A) Recognizing these diverse and unique values opens a Tiruchirappalli world of understanding about the natural world. Abstract Preserving Wilderness may someday be seen through eyes of historians as the most important contribution Ecology is a study of interactions or relationships societies can make to the health of the global between organisms and the environment; the environment. Wilderness is one part of the "land connectedness between living systems and non- organism". Wilderness plays a significant role in the living systems on the Earth. Ecology is a very overall health of ecosystems. broad-ranging and complex topic, and even its Wilderness serves as a unique and irreplaceable living definition lacks consensus. Thus, there are laboratory for medical and scientific research. It is also numerous concepts that fit within this discipline, a unique repository for cultural resource. The wild and diverse manners in which the content can be lands offer opportunities for reflection, for observation, arranged and studied. God's will is for each for explorations of the ideas and experiences that can ecosystem to be a climax ecosystem which never only be found in wilderness. They have become declines. The belief in a purposeful God, who churches of sorts, for our personal growth and our gave order and coherence to the universe allowed understanding of the relations between humans and the scientists to assume that they could discover such land. Wilderness is a teacher. Wilderness areas are order, such "laws." God made a world which was living classrooms from which knowledge about consistent and real, and therefore predictable. A ourselves and our world are lessons, waiting to be justification for exploitation of the rest of creation learned. Having understood the importance of the wilderness, the next concept, is interdependence and is what is called as co-optation potential. balance. The Paper proposes to study the ecological approach of the wilderness experience of Jesus Christ, the son of Man depends on the wilderness both to cherish and God. The concept of wilderness, its positive and admonish. The focus is on the divine-human negative aspects would be analysed. And its relevance relationship two interrelated overarching concepts of to the present day would be critically examined. The interdependence and balance. What is humanity's concept of interdependence and balance would be relationship to the rest of creation? Both-a-part-of-and- mentioned and finally a study of temptations of Christ apart-from. The earth is an abundant Pastureland. To in the wilderness would be exposed. quote from the Bible “Thou visitest the earth and waterest it, Thou greatly enrichest it; the river of God Keywords: Ecology, wilderness, solitude, spiritual. is full of water; Thou providest their grain, for so Thou Introduction hast prepared it. Thou waterest its furrows abundantly, settling its ridges, softening it with showers, and Everyone has their own definition of wilderness. It is a blessing its growth. Thou crownest the year with thy place that exists in the mind as much as it is a tangible bounty; the tracks of Thy chariot drip with fatness. The place on a map. Henry David Thoreau wrote that "in pastures of the wilderness drip, the hills gird

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 22 themselves with joy, the meadows clothe themselves "spoke out of the whirlwind" to Job, the God whose with flocks, the valleys deck themselves with grain, presence before Moses burned within the bush that was and they shout and sing together for joy." (Psalm 65:9- not consumed thereby. 13 RSV)1 As an admonishment nature the Bible says “I will bring you out from the peoples and gather you out Jesus Christ also went through a wilderness experience, of the countries where you are scattered, with a mighty and He showed us how to pass through it successfully. hand and an outstretched arm, and with wrath poured After his baptism, and His anointing with the Holy out; and I will bring you into the wilderness of the Spirit, the Scriptures say He was "led by the Spirit into peoples, and there I will enter into judgment with you the wilderness, being tempted for forty days by the face to face. As I entered into judgment with your devil. And in those days He ate nothing, and afterward, fathers in the wilderness of the land of Egypt, so I will when they had ended, He was hungry" (Luke 4:1,2)5. enter into judgment with you, says the Lord God." There was nothing in that wilderness naturally (Ezekiel 20:34-36 RSV)2 speaking to comfort the Lord. Jesus Himself had to pass through the wilderness experience before He The wilderness is also a platform for reprovement and could be used by God to bring salvation, healing and purification "The word of God came to John the son deliverance to the people. In verse 14, just after this of Zechariah in the wilderness; and he went into all the time in the wilderness, it says, "Jesus returned in the region about the Jordan, preaching a baptism of power of the Holy Spirit to Galilee. Anyone who has repentance for the forgiveness of sins. As it is written reached anywhere in God has gone through at least one in the book of the words of Isaiah the prophet, "The wilderness experience. The Israelites leaving Egypt voice of one crying in the wilderness: Prepare the way were no exception. It is normal to go through more of the Lord, make His paths straight." (Luke 3:2-4 than one such experience in one’s life. Wilderness can RSV)3 be seasons aside with God to learn from God where there is no option to be very productive outwardly. The wilderness was a place of threats to life and of There is almost always a period of waiting between the death. The Israelites are tested to see if, in fact, they time you receive a promise of God in your heart, and will truly believe that their God, a God of life, is with the time of its fulfillment. The wilderness is only meant them there. The Tent was a portable shrine that could to be for a season, to make a better person. The length be carried with them on their journey; the Ark, a of time of a wilderness experience can vary from 40 portable throne for God, was kept in the Tent. These days to 40 years. We believe our responses to God's were visible reminders of the continuing presence of dealings will determine how quickly we get out of the God in the midst of the people. It was to make us wilderness phase of our lives and into the "abundant realize that in our struggles, temptations, journeys, we fruitfulness" phase. The Israelites could have been out believe on the rock of all ages - God. of the wilderness in 2 years if they had believed God's The last book in the biblical canon claims to have been promises to them at the time the spies returned from based on visionary experiences on Patmos, a small 10- Kadesh Barnea. mile by 5-mile (Rev. 1:9-20)4.wilderness rocky island in the Aegean sea, near Persia". The wilderness once One believes that faith and patience will get one out of the place of murmuring and of testing, as well as an the wilderness as quickly as possible. Its better to integral part of a salvation pattern. John also writes out endure pain if necessary now than to go on suffering of his personal experiences of "purgation, illumination, frustration for a lifetime until one learns the lesson and and union" with God, these being "a classic pattern in pass the test that God is putting before us. The the history of Christian spirituality". The wilderness of wilderness period in one’s life is an opportunity to get both desert and mountain on one hand, and the to know God intimately, and experience his works in "spiritual dryness" of being "burned out" on the other life and heart. hand interpret each other, and are "mutually illuminative horizons of meaning Wilderness, then, is a Let us look at Jesus’ wilderness experience. From the "place" that tests us, a place of desolation and of"not perspective of Matthew’s gospel, this journey into the having. When we are deprived of all other supports and wilderness, and the ultimate confrontation with find our feet suspended, as it were, in thin air, then we temptation, was absolutely crucial to the development become attuned to the presence of the "ineffable," the of Jesus messianic identity. Jesus began to understand, God of Abraham, Isaac, and Jacob, the God who by confronting vocational temptation, who he was and

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 23 what he was called to do, while out there in the itself when he is taunted to come down off the cross. wilderness. There, bereft of food, friends, and other amenities, Jesus was left with himself and his calling or Many spiritual writers today speak of a "wilderness vocation. He did not start on the job right away; rather experience." This is a kind of retreat experience, time he retreated and pondered who he was and what God set apart to focus on, to ask, to consider, to respond to was calling him to do. This struggle with his identity basic questions of the spiritual life. It need not be, and took the form of the temptations. But if the truth be often is not, a literal "desert place," though that is not known, most identity struggles take the form of impossible. Israel's time in the wilderness was not temptation. simply a time of aimless wandering, of pointless movement. They were on a journey with a beginning in The three temptations were opportunities for Jesus to Egypt and an end in the plains of Moab as they are define (but also limit) the scope of his vocation. about to enter the promised land of Canaan. It Turning stones into bread is a wonderful thing. If Jesus progresses in orderly stages, from Egypt to Sinai, did that, he could eliminate the scourge of hunger in where they stay almost a year, and then from there to the world. Jesus could be an economic saviour. Moab. Two temptations against the journey of the Jumping from the Temple could be a pretty exciting Israelites recur and have to be dealt with. The first is event. It would garner a great deal of attention. Jesus the temptation simply to stop the journey, to settle could use that publicity to spread his message. But down, to stay. The second wilderness was the place Jesus response indicated that he knew well that tricks where Israel was tested in its faithfulness to Yahweh and gimmicks, no matter how exciting, would and where it repeatedly failed. What is it that tests the ultimately define him as a showman: a first century Israelites' faith? They have nothing to drink; God Houdini. He would be popular and well known, but provides them with wonderful water from the rock (Ex ultimately forgotten: a footnote on the page of history. 17:2-7)6. They have no food; God sends them manna The kingdoms of the world were shown to him. But (Ex 16) 7. They are threatened by enemies from such power is not the power that saves. It is not the without, the Egyptians first, then the Amalekites (Ex power that heals. It is not the power that brings hope! 17:8-15)8; later they will face others (Nm 21:1-3; 21- 35; 25:16-18) 9, 10, 11. In addition to this, there are What is crucial here is that Jesus needed to struggle internal struggles for power. Disputes center especially with these temptations apart from others and the world. on the leadership of Moses and Aaron (Nm 12:1-16; He needed to go off by himself. He sought the solitude 14:1-4; 16:1-35)12, 13, 14. It is a place of covenant, of of the wilderness: a time to reflect and to wrestle with testing and of presence. the temptations of his calling. It was a time to grow in self awareness for Jesus. He left that experience in the The wilderness is a place of extremes, and choices are wilderness, not exhausted and tired, rather he was filled more clear-cut. Food and water are essential for with the confidence and the assurance of knowing who physical survival. Security from external threat and he was and what he was called to do. The challenge internal stability are essential for social survival. These with humanity today is to retreat into the wilderness, to are legitimate needs, but in the wilderness, they wrestle with one’s identity and the various become temptations for Israel's faith: Will they temptations that one faces in this modern era. maintain their faith in the God who brought them safely from Egypt and who guides them in the The wilderness also could carry symbolic meaning. In wilderness? They often failed. They could not unlearn the religion of Canaan, a special god named Mot (a so quickly and easily all the old values of their word that can also mean "death") was in charge of the previous way of life. hot, dry, barren place, the wilderness, and of the hot, dry, barren time, the summer. Rain ceases; vegetation Jesus quotes from Deuteronomy, Deuteronomy was dries up and dies. The wilderness is a negative place given to Israel in the wilderness as it was preparing to where the power of Death/Mot holds sway, where enter the land of promise. In responding to the devil basic questions have to be dealt with. In the Gospels, from Deuteronomy, Jesus obeys God in a place that Jesus is tempted in the wilderness to be a different kind Israel did not. Israel failed, not only in the wilderness, of Messiah; to take the path of spectacle and power but in the land of promise. It forgot Deuteronomy. rather than that of humble service, but this temptation Jesus does not. would continue throughout his ministry up to his death

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 24 Jesus quotes from part of Deuteronomy 8:3. It reads was in the desert wilderness that the scapegoat was thus, as the Lord speaks to Israel through Moses, "And sent, for there it would die and with that death all the you shall remember all the way which the Lord your sins of the people that the goat had symbolically God has led you in the wilderness these 40 years, that carried away were also put to death. The forbidding he might humble you, testing you, to know what was in wilderness experience was also one in which God your heart, whether you would keep his provisioned the people with "manna" (Ex. 16:31, etc.), commandments or not. And he humbled you and let split rocks open so that a spring of water could flow you be hungry, and fed you with manna which you did forth , and created new beginnings after sins were not know, nor did your fathers know, that he might dispatched on the back of the scapegoat. The difference make you understand that man does not live by bread between wilderness as a place of death and wilderness alone, but man lives by everything that proceeds out of as a place of new beginning was made not by the the mouth of the Lord." The Lord actually allowed the people's inner states of mind, but by what God did for Israelites to go hungry, and fed them miraculously, that or to the people. Wilderness is there at the beginning of they might learn dependence on him. Jesus learned it; the New Testament as John the Baptist is "a voice Israel did not. crying in the wilderness," and as Jesus is driven by the Spirit into the wilderness to be tempted by the power of Jesus responds to Satan's temptation by trusting evil and there withstand the threefold test. It strikes one God's word. The Spirit of God led him into the that the wilderness was for Jesus a place of spiritual wilderness, and this fast was evidently God's idea. retreat, sorting out one's priorities, responding to the Jesus experienced need in the wilderness, just as Spirit's leading. Israel (Exodus 16:2-3) 15. But whereas Israel grumbled against the Lord (Exodus 17:2) 16, Jesus Many people enjoy travelling in Wilderness areas for does not. He trusts God to meet his needs, though he the challenge or the pure joy of such an experience. had every ability to meet them himself. Values such as self reliance are particularly important. One, is responsible for oneself. Our actions are of Jesus lives on the word that comes out of God's consequence. The lessons of the wild teach something mouth, not the food that goes into his. Food is not about being human and what our relationship to nature is all about. Some Christians have also been critical, unimportant, but what God has said about it is more viewing a human-centered worldview, rather than a important. In the face of tremendous temptation to Christ-centered or God-centered worldview, as a core break his fast, Jesus chooses to trust God. societal problem. According to this viewpoint Conclusion

We come to understand that this communion with the humanity, placing its own desires ahead of the wild places is as important as any nutrient, any other teachings of the Bible leads to rampant selfishness and 'necessary' component of life that we require for good behavior viewed as sinful. Anthropocentrism, or health, to be in a place where human activity is not human-centredness, is believed by some to be the ever present and felt something, a comforting, letting central problematic concept in environmental go sort of a sense. Possibly a feeling comes to look out philosophy, where it is used to draw attention to a on Earth with a view unencumbered. To understand the systematic bias in traditional Western attitudes to the world as a place of serenity by being in the wilderness non-human world. next, an awareness of 'Gods Presence' - that was not evident for quite a while. We can come to understand the reason that wilderness is fascinating because it is Wilderness serves as a haven from the pressure of our essential for spiritual growth and maturity for, the fast-paced industrial society. It is a place where we can development of the inner being may be one wants to be seek relief from the noise and speed of machines, in relationship with God. The book of Exodus presents confines of steel and concrete, and the crowding of the wilderness as forbidding waterless place of people. Wilderness as a necessary human concept is a inhospitality toward life, a place where the community place one can go to connect and renew. In the Gospels, fears death and looks back with longing for the days of Jesus is often going off to a 'lonely place' where human its safety even at the cost of enslavement in Egypt. It influence - presence - is not.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 25 Does our society value solitude? We often dismiss this Thamizhar Culture/ is the way of life, a life of gracious solitude and reflection as dreaming. We might label it living that has been formed during the centuries of as “touchy feely” or “psycho babble”. We might Thamizhar History. All images of ancient civilizations show a common dark race with rounded facial borrow a modern term and call it “slacking.” We value structures resembling European phenotypes. These production and immediate results. Ecological trends include Dravidians (Harappa civilization, living down the ages have clearly exposed the invaluable civilization in south India), Elamites (Elam), the presence of the wilderness. The concept of wilderness Sumerians (Sumer) and Egyptian (Egypt). As only is an evolving one, both ever present and ever growing Dravidian civilization lives today, they could be and ever sustaining. Wilderness enchance to develop referred to as from the Dravidian race or Dravidoid. man core of being and strengthens the inwardness of man. At the same time wilderness admonishes, teaches, Background of the study corrects and evaluate. The cocoon of wilderness lies There is a need to bring to light the hidden secrets of vast before us. It rests upon humanity, to stir it and be Dravidian / Blacks /Dravidoid who are scattered in born with the beautiful colored wings of rejuvenation different parts of the world, which had already and renewal. advanced in civilization, from which we can learn lessons still. Correlating the discovered facts and References: seeing in the light of language, arts, culture the existing literature will bring to light the following facts. 1. The Holy Bible; Revised Standard Version, Discussion Thoms and Sons Ltd, Nairobi. Thamizhar eighteen hundred years ago, we're a 2. Ibid 3. Ibid 4. Ibid civilized and prosperous nation, settled in the extreme south of the peninsula of India. Their country was 5. Ibid 6. ibid 7. Ibid bounded on three sides by the sea and on the north by the territories of less civilized races, such as Konkanas, 8. ibid 9. Ibid 10. Ibid Kalingas and Rattas. Thamizhar proudly spoke of their language as “the Southern Tongue” and the Aryan as 11. Ibid 12. Ibid 13. Ibid “the Northern tongue”. Their kings and chieftains still remembered the original Mongolian stock from which 14. Ibid 15. Ibid 16. Ibid they had sprung, and called themselves Vanavar or Celestials. The ancient Thamizhar worshipped nature ______and set apart sanctified land to propitiate the tree spirits; such sacred groves persist today, although the Religion of South Indian Blacks beliefs that ensured their protection are less steadfastly observed in the past. Nature worship was an ancient Dr. A. Sagayadoss tradition in Thamizhar and all forms of life was Director considered sacred, there was a general conception Council Agri Geo Environmental Research among the early people that the godly element was Bengaluru actively at work in places of natural beauty, hence trees were sacred to the ancient Thamizhar3. Historical Abstract records, legends and folk songs all throw light on the sacred groves of Tamil Nadu. The reports as in the This paper focuses on the ancient Blacks/ Dravidoid / memories of Ward and Conner (1827), cited in the Thamizhar, their religion and Hidden Secrets in their 1891 census of Travancore state (Census all segments of life. The author mainly infers Commissioner’s Office, India, 1894)5, Brandis (1897)6, references from ancient preserved records, Indus the first Inspector General of forests in India, reported valley, Archeological evidences, and other historical on the sacred groves in the hill ranges of the Salem evidences for his research. district in the Madras Presidency. Several Inscriptions on stone slabs and copper plates record that rulers Key words: Dravidian culture, Dravidian religion, granted land to maintain temple gardens, which were Deathlessness, civilized races, nature worship, Vedas called “Thirunandavana”. Sacred groves occur in and Sumerians. almost every part of the village in TamilNadu. Many villages have more than one. Their areas range from a Introduction few trees to hundreds of hectares. Most of the sacred grooves represent the natural climate, vegetation on their geographical location. Each sacred grove has a

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 26 residing deity and folklore associated with it. Generally The Brahmins found it necessary therefore to adopt the they are dedicated to one of the following: gods of the alien races, to obtain influence over them.  Village gods and /or ancient spirits/ or local gods; Siva and Kali were the most popular deities of the non- Aryans, and they were first admitted into the Brahmin  Snake gods and / or an incarnation of Vishnu pantheon. Balarama and Krishna who were the national (Vasu Thevan/god) or variously known in heroes of the shepherd races were also worshiped by different locations as Ayyappan, Sasthana or the Brahmins as incarnations of Vishnu. Similarity Ayyanar, Veeran etc. Muruga, the patron deity of the temples served by  Shivate gods (located in dense forests). Brahmins, in the ancient Thamizhar country, images of  Vaishnavite gods (located in dense forests) 3 the four gods Siva, Krishna, Balarama and Muruga As usual amongst all nations or modern, the were setup10. The chief anti-brahminical religious, philosophic doctrines of the Thamizhar were far apart which were popular from the popular beliefs and ceremonies. The consciousness in the Thamizhar was divided into three among Thamizhar, were the Nigranta and the Buddha. classes as 1. The semi-barbarous tribe class – which The Buddhists did not observe the distinctions of caste were most addicted to war and bloodshed, had and invited all ranks to assemble on a footing of ferocious and savage deities, whose alters reeked with equality. One of the greatest facts of ancient Thamizhar the blood of slaughtered animals. 2. Little civilized society was religious toleration, the spirit of free class – had cultivated the arts of peace, worshipped inquiry, or the liberty of the human understanding. The milder gods, who were content with offerings of fruits, monarchs themselves openly encouraged religious flowers and incense. 3. The advanced class – whose discussion, for they invited teachers of every sect to the cultured mind could realize abstract ideas such as, the public gathering. This religious liberty had a great and reign of law (Dharma) and the unity of nature, salutary influence upon the intellectual and moral endeavored to confirm their lives to the moral laws of development of the Thamizhar. The pure conceptions nature and addresses their prayers to the Supreme of morality which Thamizhar had formed were the real Intelligence which rules the Universe. The aboriginal basis of their civilization. That the sentiments of Thamizhar Villavar and Minavar appear to have had no morality and religion predominated in the minds of the gods8,9. The magus who first conquered the aboriginal Thamizhar are evident from their ancient literature. races, which inhabited the Thamizhar Country, Thamizhar believed in the transmigration of souls, and worshipped the dread goddess Kali and sacrificed were taught to suppress all desire, which was many a buffalo at her shrines. The worship of idols considered the cause of rebirths. The belief of practice came from Nagas. The Nagas having been largely of the deathlessness techniques is also seen in Ancient employed as soldiers by the Thamizhar Kings, their Thamizhar7. In fact, they glorified in poverty and utter goddess Kali became in course of time the patron deity renunciation of the external world, as the only means of the warrior class (The semi-barbarous tribe class). of suppressing desire and securing the salvation of their The huntsmen and hill-tribes or kuravas worshipped souls from the stormy ocean of rebirths. Herein lay the the heroic god of war – Muruga. His shrines were seeds of Thamizhar national decay, which soon laid generally built on the tops of high hills or in the midst low the Thamizhar and all other Hindu races, and made of dense forests. Among the higher class (advanced them an easy prey to every invading power8,9,10. class) of the Thamizhar the favorite deity was Siva. The Brahmins settled in the Thamizhar Country had Sumerians and Thamizhar not given up the worship of the elements, and some of them kept up in their houses the three sacred fires, as in The early Dravidian religion constituted a non-Vedic Vedic times. They attached the greatest importance to form of Hinduism in that they were either historically the performance of Yagas or religious sacrifices, which or are at present Āgamic. The Agamas are non-Vedic were performed on a magnificent scale, generally in origin. There is a cultural continuity between the under royal patronage. Horses and cows were Sumerians and Thamizhar as evidenced by not only the sacrificed with elaborate ceremonies, conducted with language but also cultural themes. If this prevedic great secrecy, within spacious enclosures, which were culture is Agamism , then it follows that Vedism of the strictly guarded and the flesh to the victims was eaten variety of Purusha Suktam and related texts is by the Brahmins. Special priests learned in the Vedic something very deeply influenced by this Agamism. rites performed the sacrifice, and the kings who Purusha Suktam itself can be seen as ancient variations defrayed the expenses and presided at the sacrifice of Sumero Thamizhar, Dravidian folks closely related were promised the reward of heavenly bliss after death. to the Sumerians, who contributed substantially to the The Brahmins however, kept the Vedas a sealed book later evolution of Vedism as well as Sanskrit language to the masses: and consequently the worship of the and now constitute the basic core of Thamizhar8,9,10. elements inculcated in the Vedas did not find favor with the non-Aryan races. Conclusion

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 27 It is also hoped that the Dravidian folks will wake up to and undoped ZnS. Optical band gap values have been the immense importance of Sumerian-Dravidian studies obtained from UV-V absorption spectra. to claim their rightful Place of Thamizhar in world history. Keywords: ZnS Nanoparticles, Chemical Precipitation, Absorption, Photoluminescence Spectra, XRD. References Introduction 1. http://www.urbandictionary.com. 2. Kanakasabhi.V, “The Thamizhar eighteen hundred Wide band gap II – VI semiconductors are expected to be the years ago” Higginbotham & co, Madras and novel materials for the optoelectronic devices. The nano Bangalore, 1904. sized semiconductor crystallites could change optical properties which are different from bulk materials [1]. 3. Manivasakan, Parum sittar thirumoolar aruliya Generally, ZnS is a good host material, since it has a wide “Thiru Manthiram”, Saratha Pathipagam, G-4, band gap II-VI component semiconductor materials Santhi Adukagam, 3, Shri Krishnapuram Road, (Eg~3.6eV) rendering it a very attractive material for optical Rayapattai, Chennai 600014, 2013 ; ISBN: 978-93- application especially in nanocrystalline form. ZnS has been 80217-52-9. used for the cathode ray tube, the field emission display, and 4. Swamy.P.S, Kumar.M and Sundarapandian.S.M, the scintillator as one the most frequently used phosphors [2- “Spirituality and ecology of sacred groves in 4], Transition metal ion as doped ZnS semiconductor TamilNadu, India”, Unasylva 213, Vol.54, 2003. materials have a wide range of applications in LEDs and optical sensors. They also possess luminescent properties 5. Census Commissioner’s Office, India, 1894, [5,6]. In the present work the chemical co-precipitation Census of India, Vol.33, Report on the census of synthesis of ZnS and Fe doped ZnS nano particles is reported Travancore, taken by command of his highness the th and their characterization by XRD, UV-V and PL Maharajah on the 26 February 1891, London, UK. spectrometry are studied. The effect of doping on the samples 6. Brandis, D.1897, Indian forestry, Poona, India, is investigated. Oriental Institute. Chemical Precipitation 7. Satguru gurudav Muthukothala mariyappa selvaraj, “Nyana Oliyudal - the life eternal”, Malaya ZnS nano particles has been synthesized by simple chemical University, Malasiya, 2013; ISBN: 978-967-11351- precipitation method using Analytical grade Zinc Acetate, 1-2 Ferric Chloride and Sodium Sulfide without purification. 0.005M Fe is doped by mixing of 0.1M Zinc Acetate, and 8. C.J Gadd's " A Sumerian : Reading Book" published in 0.005M FeCl . Then, the obtained solution was continuously Oxford at the Clarendon Press, 1924. 2 stirred for 1 hour, at an elevated temperature. 0.1M Sodium 9. Ake W.Sjoberg and E. Sulphide was slowly added to the prepared solution and the Bergamaan S.J and published resultant solution is again continuously stirred for another 1 by the Locus Valley, New hour. Finally, the Orange color precipitate was obtained. York, 1969. These nano particles are initially purified by precipitating the 10. Ibid., xiv.7-10. particles with excess double distilled water and the solution obtained was centrifuged at 2000 rpm for 5 min. ZnS nano particles and Fe doped ZnS nano particles are obtained as Synthesis and Characterization of Pure and precipitate after being dried at room temperature. Fe doped Zinc Sulphide Nano Particles Results : X ray diffraction 1A. Maria Bernadette Leena, 1Asst. Prof 2K. Raji, Associate Professor 2Department of Physics, Holy Cross College, Tiruchirappalli-2

Abstract

The Inorganic compound ZnS is used for visible optics and infrared optics. Here Nanoparticles of doped and undoped Zinc Sulphide has been prepared by co- precipitation technique. Zinc Acetate and Sodium Sulphide as source materials and Ferric Chloride as dopant material are used. The characterization of the samples was done by XRD, UV-V analysis, and PL study. XRD patterns of the samples reveal particle size. The sizes of the samples are calculated by Debye – Scherrer formula according to XRD spectra. A UV- V optical spectroscopy study was carried out to determine the band gap of the nano particles of doped

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 28 The Fig 1a. and Fig 1b. shows the typical XRD (Cu-Kα radiation) pattern of the doped and undoped samples. The XRD peaks broadened due to finite size of the particles. The prominent broad peak value of undoped ZnS system is occurred at 2θ values of 29.5°, 48.6° and 57.2° and the broad peak value of Fe doped ZnS system is occurred at 29.4° , 48.5°, 57.17°. The observed diffraction peaks correspond to the (111), (220) and (311) planes. XRD – particle size calculation From this study, considering the peak at degrees, particles Fig: 2a. UVAbsorption graph of ZnS Fig.2b. UVAbsorption graph of Fe doped ZnS The fundamental absorption, which corresponds to electron size has been estimated by using Debye –Sherrer formula excitation from the valance band to conduction band was D = (1) calculated, this data can be used to determine the nature and Where λ is wave length of X Ray (0.1541nm), β is FWHM value of the optical bandgap. The relation between the (full width at half maximum), θ is the diffraction angle and D absorption coefficient (α ) and the incident photon energy is the particle diameter size. The calculated particle sizes are (hν) can be written as [12] listed in Table 1. The Value of d (interplaner spacing n (αhν) = A(hν -Eg) (5) between the atoms) is calculated using Bragg’s Law, Where A is a constant and Eg is the band gap of the material, 2dsinθ = nλ (2) exponent n depends on the type of transition. The FWHM of the XRD peak may also contain contributions from lattice strain. [7]. The Average strain of the nano particle is calculated from Stokes-Wilson equation [8]. εstr = (3) Where β is the FWHM and ɵ is the diffraction angle, the dislocation density which represents the amount of defects in the sample is calculated using the relation [9] , δ=1/D2 (4) Where D is the Average Crystallite size, the diffraction angles 2ɵ, FWHM, Interplaner spacing (d) and Average Dislocation Density (δ) values are tabulated in Table 1

Table 1: Structural parameters of the samples

To measure the energy band gap value from the absorption spectra of a graph, (αhν)2 Versus (hν) is plotted for pure and Fe doped ZnS nano particles as shown in Fig.3a and Fig.3b. The exact value of the band gap is determined by extrapolating the straight line portion of (αhν)2 Versus (hν) to the hν axis. From this the direct allowed band gap values are found to be 3.9 eV for the Pure ZnS nano particle and 4.3 eV for Fe doped ZnS nano particle. Here it is observed that the bandgap values are higher than the bulk ZnS, which is 3.54 In this case the particle size is less than 100nm, hence the eV. The particle size and energy band gap values of pure and peak broadens and then the width become larger as the size Fe doped ZnS are tabulated in Table 2. of the particle reduced. The broadening of the peak may also occur due to the micro strains of the crystal structure arising Table 2: Particle Size and Energy gap values of pure and Fe from defects like dislocation, strain and twinning [11]. The doped ZnS observed broadening is used to estimate the average size of the particles. Samples Ave.Particle Energy Band gap of Size(nm) the prepared Optical measurements: The optical properties of Pure and Samples (eV) Fe Doped ZnS nanoparticle are determined from absorbance Pure ZnS 3 3.9 measurements in the range of 200 – 800 nm. Fig 2a. and Fig Fe doped 3.3 4.3 2b. Shows the UV visible absorption spectra of pure ZnS and ZnS Fe doped ZnS at room temperature respectively. Photoluminescence A photoluminescence (PL) spectrum of Pure ZnS and Fe doped ZnS at room temperature is shown in Figure 4a. and Fig 4b. respectively.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 29 Dhanam M, Kavitha B., and Velumani S, An Fig 4a. PL spectra of Pure ZnS 8. Investigation on Silar (Cu1-x Alx)Se2 thin films, Mat Sc. Fig.4b . PL spectra of Fe doped ZnS And Eng.B,174, 209-215 (2010) PL spectra is taken at the excitation wavelength of 280 nm. 9. Dhanam M, Kavitha B., Jose Neetha, and Devasia For the Pure ZnS, the peak centered at 654.18 nm and for Fe Dheera.P., Analysis of ZnS nano particles prepared by doped ZnS two peaks are observed, the first weaker peak in surfactant michelle – temperature inducing reaction, the violet region and it lies in the range of λ= 315 nm to Chalcogenide Letters, 6, 713-722.(2009) 333nm, and the second intensity was found in the red region, the emission maximum occurs at λ= 600nm. Usually for the 10. Patidar D, Rathore K S, Saxena N S and Sharma K, semiconductor nano crystals two peaks are observed - the Indian J. Pureand App.Phys.,2005,125,44 exciton and the trapped luminescence [13,14]. The exciton 11. John Rita and Florence S. Sasi, Structural and Optical emission peak is sharp and the trapped emission is Properties of ZnS nano Particles synthesized by Solid broadened. The emission bands showed in the spectra can be State reaction method, Chalcogenide Letters,6, 535-539 attributed to band gap emission and the strong band gap (2009). emission demonstrates the high crystalline nature of the Chatterjee.,A.Piriyam and Saha, Colloids and samples [15]. The emission intensity for Fe doped ZnS is less 12. than ZnS, due the quenching effect. The quenching effect is Surfactants, A Physico Chem. Eng. Aspects, 297 the field caused by the crystal form on the orbital of the (2007), 258-266. electron in the atom. As a result, the magnetic moment of the 13. B.Geng, J. Ma,F. Zhan,Mat. Chem & Phy, 534 (2009) electron is reduced. From the PL spectrometer it is noticed 113. that for doping there is much decrease in the intensity. 14. Begum Anayara, Hussain Amir, Rahman Atowar, Conclusion Effect of deposition temperature on the structural and The ZnS and Fe doped ZnS Nano particles were prepared by optical properties of chemically prepared the co precipitation method at room temperature. The XRD nanocrystalline lead selenide thin films, Beilstein J. of the samples confirm the formation of the Nano particles of nanotechnol., 3, 438-443 (2012). pure ZnS and Fe doped ZnS. The Particle sizes of the samples are calculated from the XRD analysis which 15. N.Uzar and M. Arikan, Bull.Mater. Sci., 34,(2011) confirms the Nano structure of the samples. Absorption 287-292. Spectra is obtained from the UV -V spectrophotometer to find the optical band gap. Particle size is calculated from the UV- V analysis which also indicates the formation of Nano Auto Urine Therapy (AUT) down the centuries: particles. PL Spectra shows a broad peak at 630 nm. A single Healing Solution for all Diseases. References

1. Brus L E, J. Phys. Chem, 1998,255,90. A. Saghayamary 2. Antony J, Nutting J, Baer D R, Meyer D, Sharma A and Quang y, J. Nanomat,.2006,2006(54961),1- Associate Professor and Librarian 4,DOI:10.1155/JNM/2006/54961. Holy Cross College (Autonomous) 3. Park J Y, Lee Y J, Jun K W, Baeg J O and YimD J, Tiruchirappalli – 620 002 J. Ind. Eng. Chem,.2006,882,12. Abstract 4. Liu A S and Oliveira M A S,J. Brazillian Chem. Mother’s Milk of animal or human being Society, 2007,18(1),143-152. secreted from the blood is treated as something holy and nutritional substance, but the urine, which is 5. Warad H C, Ghosh S C, Hemtanon B, secreted from the blood is treated as badly. If Mother’s Thanachayanont C and Dutta J, Sci. Technol.Adv. Mater,2005,296,6. milk, which is the product of blood is good, then Urine which is the product of the same blood is beneficial. 6. Nanda J, Sapra S, Sarma D D Chandrasekharan N The taboo attached to the urine ignores the curative and Hodes G, Chem.Mater. 2000,713,6(12) effect of the urine. If only one would have an open 7. John Rita and Florence S. Sasi, Chalcogenide Letters,7 mind to understand this article, this will do well to one (2010)269-273. who reads. The author carefully quotes from ancient to modern, the research articles on Auto Urine Therapy and proves from literature that Auto Urine Therapy cures all possible illness.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 30 Keywords: Urine therapy, unorthodox, auto urine This article is bringing out some interesting data therapy on this issue with a view to generate in the Introduction Ayurvedic researchers to see the possibilities of The urine is a bio fluid, metabolic wastes excreted in Ayurveda in induced regression of cancer. the form of urine. The huge population suffers from Ancient science of life Vol: XXII (3) January / 2003 various incurable illnesses. The numbers of persons pages 73-85 going to hospital keep increasing, as the number of  Spontaneous or induced regression of cancer a persons dies proportionally increases too. The poor novel Research strategy for Ayurveda using remain unreachable to the medical interventions and auto urine therapy. Ashok vaidya et al. satyavati face death consecutively. Urine consists of 95% of sirsat Bharatiya Vidya Bhavan's SPARC and Tata water, 2.5% of urea and the remaining 2.5% is a institute of fundamental research, Mumbai. mixture of minerals, salts, hormones and enzymes. This urine is a sterile after secretion and has an  Urinalysis and urinary tract infection: Auto antiseptic effect and it is the liver’s function to detoxify urine therapy. Urinary tract infection is a the blood and send it to the kidneys, especially common presenting complaint of women and removing poisonous substances which end up as bile. urinalysis is a valuable tool in the initial Kidney removes unused water, used enzymes, minerals evaluation of this presentation. Clinicians need and other substances. So they are not mere waste, but to be aware that urea is the best determinate of vital substances could be recycled in the body. bacteriuria requiring therapy and that values Cause of the paper significantly for infection differs depending on the method of analysis. Jennifer L. Young and The author had literature mined the following and felt David E. Soper, medical University of South that this is worth telling the present generation about Carolina, Charleston AUT (Auto Urine Therapy). When one takes auto urine therapy the following diseases would be healed.  Microbial evaluation and public health Insect bite including Snacks, Jaundice, Anemia, implications of urine as alternative therapy in Cough, Cold, Fever, Blood pressure, all diseases Clinical pediatric cases: health implication of related to respiration, works as Vaccine, Epilepsy, urine therapy. Adenike Adedayo O at all. 1Applied Tumors, Pimples, and all old threats such as Leprosy, Microbiology and Infectious Diseases Unit, Measles, Viral hepatitis, Typhoid fever, Common skin Department of Botany and Microbiology, University infections, Intestinal parasitic infections, etc. Former of Ibadan, Ibadan, Oyo State, Nigeria, Prime Minister of India Morarji Desai had practiced auto urine therapy and propagated to others. Dr.  The cultural meaning of pediatric treatment Pragjibhai D Desai had set up a hospital in Bombay to during ill health is a mainstay in Africa, and use urine therapy as a medical intervention method. though urine has been known to contain enteric pathogens, urine therapy is still culturally Reviews from Literature applicable in some health conditions and also advocated as alternative therapy. The study, Tamil literature speaks volumes on this matter. It is therefore, is to evaluate the microbial contents named as “Sivaambu, Sivaneer, Amari, and Siruneer”. and safety of urine. The Golden Fountain - Is urine Ruthra Kandam a piece of Tamil Literature speaks of the miracle drug no one told you about? “Sivaambu kaalpam” where this method is explained. Jutta M. Loeffler1, & 1University College London, Ayurvedha books explain about auto urine therapy. London, UK Tamil sidhars Pogar, Agathiyar, Theraiyar, Thirumoolar, Thiruvalluvar, Kaga posundar had used  The complete work speaks of various diseases this auto urine therapy in their lives and had lived and the way to treat them using Auto Urine hundreds and thousands of years. The following gives Therapy. Armstrong, J. The water of life. A treatise recent reviews of research literature on AUT. on urine therapy. 2nd Ed. Saffron Walden: Health Science Press, 1981  Pediatricians increasingly have to pick up the pieces when ventures into bizarre allergy  “Sivambu Geetha” is the book written by Dr. treatment meet with disaster. This paper reviews Thakara which speaks about the auto urine some unorthodox allergy procedures in current therapy and its implications for various use. Archives of Disease in Childhood, 1987, 62, diseases. 1060-1062. Unorthodox allergy procedures, T J DAVID, Department of Child Health, University of  “ Sarvaroga nivarni” by swami poomanandha Manchester speaks about the minute details of following this  Regression of cancer has been an intriguing Auto Urine therapy for various diseases. factor for medical science.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 31  Manava Moothara in Gujarati language gives one's own morning urine on an empty stomach details about Auto Urine Therapy. for a prolonged period of time. This also helps against jaundice."  Doctor, disease and health written by Dr. T. Wilson Dichman PHC MD, explains about Auto Urine therapy and its success in treating his patients. . In his book, Armstrong quotes the English book One Thousand Notable Things, which was published in England, Scotland and Ireland at  Introduction to biochemistry by Dr. Fire speaks the end of the eighteenth century. A number of of AUT (Auto Urine Therapy). quotations are given below: also in the book The Water of Life, J.W Armstrong, Health  In the early nineteenth century, Dr. Charles Science Press, London 1971, p.13." A universal Duncan conducted research into therapies with and excellent remedy for all distempers inward self-produced substances, including urine and outward. Drink your own water in the therapy. He demonstrated that patients suffering morning nine days together and it cures the from gonorrhea urethritis (infection of the scurvy, makes the body lightsome and cheerful. urinary tube as a result of the venereal disease, "It is good against the dropsy and jaundice, gonorrhea) produce their own medication in the drunk as before (stated). "Wash your ears with form of their own discharge. Auto-therapy was its warm and it is good against deafness, noises applied here by placing a drop of a patient's and most other ailments in the ears.”Wash your discharge directly on the tongue, in order to eyes with your own water and it cures sore eyes stimulate the body's natural powers. This and clears and strengthens the sight. "Wash and method had a strong healing effect at every rub your hands with it and it takes away stage of the illness: if applied at an early stage, numbness, chaps and sores and makes the joints it could cause the gonorrhea to disappear limber. "Wash any green wound with it and it is an extraordinarily good thing. "Wash any part Extracts of treatments from ancient authors that itches and it takes it (the itch) away. "Wash the fundament and it is good against piles and . Thirumoolar a Tamil Sage, who lived 3000 other sores." years had written about AUT as the third formula with the subdivisions 1, 2, 3 in his book ‘Thiru Mandiram’. . The application and characteristics of urine can be found in the book Salmon's English Physician, published in 1695. A number of quotations from this book quoted in The Water . Johann Heinrich Zedler is quoted in the of Life follow below: "Urine is taken from Crossen Vollstiindigen Universallexikon (1747), human kind and most four footed animals are in which he offers the following tips concerning but the former is that which is chiefly used in the use of urine as medicine: "Useful substances can be found in human as well as animal urine... Human urine has strengthened and curative . Physics and Chemistry. It is the serum or watery characteristics concerning many part of the blood, which being diverted by the deficiencies:"For example, a mixture of potato- emu gent arteries to the reins is there to and sulfur powder, mixed with heated, old urine separate, and by the ferment of the parts, helps against hair loss. One should rub this converted into urine... Man's or woman's urine mixture onto the scalp; this slows down loss of is hot, dry, dissolving cleansing discussing hair (calf’s gall can be added if necessary). resists putrefaction used inwardly against "One can best heal injuries to the eyes with obstructions of the liver, spleen, gall, as also honey dissolved in the lightly boiled urine from against the Dropsy, jaundice, Stoppage of the a young man. One should wash the eyes as often terms in women, the Plague and a manner of as possible with this fluid. "All kinds of throat malignant fevers. "Outwardly (applied) it inflammation can be helped by gargling with cleanses the skin and softens it by washing it urine to which a bit of saffron has been added.” therewith, especially being warm, cleanses, Trembling hands and knees can be helped by heals and dries up wounds, though made with washing and rubbing one's own warm urine into poisoned weapons. Cures dandruff and bathed the skin directly after one has urinated. "In the upon the pulses, cools the heat of fevers. Is beginning stages of dropsy, one should drink excellent against trembling numbness and the

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 32 palsy, and bathed upon the region of the spleen, glyoxal. It has subsequently been proven that urine eases the pains thereof "The virtues of the this substance destroys cancer cells. volatile salts of urine. It powerfully absorbs, adds and destroys the very root of most diseases . Dr. S. Burzynski isolated a peptide component in human bodies. Water of life page 18 in human urine called Anti-neo-plaston. It is now known that this substance selectively combats the growth of cancer cells without . It opens all obstructions and purifies the whole fighting the growth of normal cells. (See also mass of Blood and Tumors cures, and is given the letter of Dr. Burzynski to the urine therapy with admirable success in Epilepsies, vertigos, center in Ahmadabad, India, in Chapter 6). Apoplexies, Convulsions, Lethargies, Migraine, palsies, Lameness, Numbness, loss of the use of . "Drink water from your own cistern, flowing limbs, atrophies, vapors, fits of the mother, and water from your own well." (The Book of most cold and moist diseases of the head, brain, Proverbs 5: 15, Old Testament, Holy Bible) nerves, joints and womb. (Leucorrhoea should be added to this list.) "It opens obstructions of . "Also, we as human beings produce a small the reins and urinary passages, dissolves amount of laetrile when consuming apricots torturous coagulations in those parts, breaks and pips and almond pits. For thousands of years in expels stone and gravel. "It is a specific remedy very old traditions of medicine, cancer patients against all obstructions of Urine whatsoever." have been treated with urine. For us it might be (From: The Water of Life, J.W Armstrong, interesting to see what happens when we would Health Science Press, London 1971, p. 13-15.) replace salts and roasted peanuts not at all a healthy source of nutrition, with the pips from . The Physiological Memoirs of Surgeon-General almonds and apricots." “(From: Pleidooi voor Hammond, US Army (1863) in which reference Biologische Kankerbestnj"ding, P.H.WA.M. van is made to this method. These days few doctors de Veer, p. 60.) give urine injections; only Heilpraktiker (natural doctors) in Germany uses this method regularly. . 1993 in Germany on urine therapy entitled Die They specifically all consider urine injections to Heilkraft der Eigenharntherapie ('The Healing be a worthwhile method of treating illnesses Power of Urine Therapy'), written by Ingeborg related to allergies. A H Mann, a former pharmacist. As with many other people who started to work with urine therapy, it was a personal health crisis, which . The German physician Dr. Herz was an brought her into contact with this method of enthusiastic proponent of this method and, in healing. Ingeborg Amman suffered from severe 1930, he wrote a book reporting his experiences allergic asthma, and allopathic medicine offered (DiEigenharnbehandlung, 'Auto-Urine little relief. After some time, she developed an Treatment') Although scientists and clinics were aversion to all chemical products, the former initially interested in his work, his research source of her income. In a complete turnaround, came to a halt, since the German government at she turned to natural medicine, including urine the time tightened the reins on scientific therapy. Ultimately, AHmann wrote a book research. Even so, a number of doctors kept about her experiences in which she discusses practicing this therapy. urine therapy as well as a number of general principles of holistic therapies. "More than any . In 1965, Dr. Edam from Germany other method, urine therapy represents the recommended Urine Therapy as the most principles of natural medicine, according to effective treatment for morning sickness during which one should not passively depend on pregnancy, and advised the larger University 'being healed', but should instead heal oneself Hospitals to try this method instead of the actively. One's own urine is a specific medicine frequent use of medication. He maintained that for anyone who is ill - it is made for him or her no side effects had been diagnosed, and he personally and is just right for what he or she hoped more doctors would take an interest in needs at the present moment- because it changes this therapy. its composition all the time. It is not only something that cures, but it also sustains health . In the 1960s the Nobel Prize winner Albert when taken as a preventative. Taken SzentGyorgi (who also discovered vitamin C) energetically, one could consider urine to be an isolated a substance in urine called3-methyl exact hologram of both healthy as well as diseased body fluids. All information from the

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 33 body fluids is collected and stored in the urine. Hyperactivity, Impotence, Insect bites, Jaundice, Liver Since everyone has to learn to take cancer, Lupus (Inflammation), Mononucleosis, responsibility for their own health over and over Multiple sclerosis, Nail problems, Osteoporosis, again -do you normally give your highest good Pancreatic in suffice, Parasites, Prostate enlarged, so easily in the hands of others?- Anyway, urine Prostate cancer, Psoriasis, Rashes, Rheumatism, therapy will help you in a very simple way to Rheumatoid arthritis, Ring worm, Sciatica, Skin and take that responsibility with your own hands." Nail problems, Stimulation of hair growth, Sunburn, (From: Die Heilkraft der Eigenharn-Therapie, Tooth abscess, Toothache, Ulcers and Warts Ingeborg AHmann, Verlag Dr. Karl Hohn K4 Conclusion Biberach 1993, p. 5-6.) Mother’s Milk of human being or animal secreted from the blood is treated as something holy and nutritional Principle behind the AUT substance. Urine secreted from the blood is treated as Auto-Urine-therapy is based on the principle that the something bad. If Mother’s milk, which is the product body can use all fresh, self-produced, unaltered dis- of blood is good, then Urine which is the product of the eased tissue substances which originate from the blood also is beneficial. The taboo attached to the micro-organisms causing the illness. Seen in this light, urine makes the curative effect of the urine ignoring. If patients have their own medication in exactly the form only we could have an open mind to understand this constructed by nature to heal their condition. article, this will do good to all who read. The author had carefully quoted from ancient to modern research Ten effects of Urine Therapy: Re-absorption and articles on Auto Urine Therapy and proves from reuse of nutrients, Re-absorption of hormones, Re- literature that Auto Urine Therapy cures all possible absorption of enzymes, Re-absorption of urea, illness. Immunological effect, Bactericidal and virucidal effect, Bibliography Salt therapy, Diuretic effect, Transmutation theory, 1. Archives of Disease in Childhood, 1987, 62, 1060- Psychological effect. 1062. Unorthodox allergy procedures, T J DAVID, Department of Child Health, University of Methods for Auto urine therapy: Manchester 2. Ancient science of life Vol: XXII (3) January / 2003 1. Fasting-taking self Urine alone: It is explained as pages 73-85 follows: There is a need to stop all the medicines 3. Ashok vaidya et al. Satyavati thirst, Bharatiya Vidya before one enters into AUT. There is a need to take an Bhavan's SPARC and Tata institute of fundamental enema before entering into this fasting. As one fasts research, Mumbai. with taking Auto Urine Therapy, massaging with Urine 4. Jennifer L. Young and David E. Soper, medical also is needed. At the beginning, it is said that the University of South Carolina, Charleston, reactions will arise for some of them in for form of 5. Adenike Adedayo O at all. 1Applied Microbiology boils, itches, and other reactions. But when persevered and Infectious Diseases Unit, Department of Botany for two or three days it proves a healthy treatment for and Microbiology, University of Ibadan, Ibadan, all diseases. Oyo State, Nigeria. Daily intake of urine: It is advised to take AUT three 2. 6. The Golden Fountain - Is urine the miracle drug no times a day, three or four hours after meals. Same one told you about?, Jutta M. Loeffler1, & reactions take place as that of the above. Final end is 1University College London, London, UK the complete success of the cure. 7. Armstrong, J. The water of life. A treatise on urine 3. Another method speaks of one time a day in the therapy. 2nd Ed. Saffron Walden: Health Science morning AUT is taken, with the minimum and light Press, 1981 food intake during the day. This proves over the weeks and months the curing of the diseases. 8. “ Sivambu Geetha” is the book written by Dr. Diseases that could be treated by Urine therapy Thakara which speaks about the auto urine therapy and its implications for various diseases. Urine Therapy Compiled by Campbell M Gold (2009) emulates the following diseases could be cured: Acne, 9. “ Sarvaroga nivarni” by swami poomanandha Adrenal failure, AIDS/HIV, Allergies, Amebas, speaks about the minute details of following this Arthritis, Asthma, Bladder Cancer, Breast lumps, Auto Urine therapy for various diseases. Cancer, Candida, Cold and Flu, Colitis, Constipation, 10. “ Manava Moothara” in Gujarati language gives Cystitis, Dandruff, Diabetes, Diarrhea, Dissolving details about Auto Urine Therapy. blood clots, Ear infections, Eczema, Epilepsy, Eye 11. Doctor, disease and health written by Dr. T. troubles, Fibroid tumor, Food poisoning, Gangrene, Wilson Dichman PHC MD, explains about Auto Glaucoma, Gout, Heart disease, Hepatitis, Herpes, Urine therapy and its success in treating his patients.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 34 12. Introduction to biochemistry by Dr. Fehren speaks 1R. Vijayalakshmi, 2 of AUT (Auto Urine Therapy). Dr. B. S. Swaroop Rani, 3Dr.Thirumalaikolundusubramanian, 13. Thirumoolar a Tamil Sage, who lived 3000 years 1Asst.Librarian, 2Associate Professor, ago had written about AUT as the third formula 3Professor of Medicine, with the subdivisions 1, 2, 3 in his book ‘Thiru 1.2.Dept. Of Library and Information Science, Mandiram’. Bishop Heber College, Trichy. 3 Chennai Medical College Hospital & Research Centre, 14. Johann Heinrich Zedler, “Crossen Vollstiindigen SRM University, Trichy- 621105. Universallexikon” (1747) Abstract Armstrong “One Thousand Notable Things”, 15. A modern saying says “Today’s Readers are published in England, Scotland and Ireland at the Tomorrow’s Leaders” Reading has been and still a end of the eighteenth century. powerful means of communication. It can form part of an individual and become a habit, which once 16. The Water of Life, J.W Armstrong, Health Science developed, become very difficult to break. The reading Press, London 1971, p. 13 habit is an essential life skill. Acquiring knowledge through reading is crucial for learning process of a 17. Water of life J. W. Armstrong, Health Science Press, medical student. Reading in clinical practice is London, page 18 important as it related to clinical competencies. This study is an investigation of reading habits of medical 18. "It is a specific remedy against Dysuria, Ischuria and students at the Chennai medical college hospital and all obstructions of Urine whatsoever.", From: The research center, SRM University, Trichy. 100 Water of Life, J.W Armstrong, Health Science questionnaires were distributed among medical Press, London 1971, p. 13-15 students of Chennai medical college hospital & research center. The majority of the 82 students 19. The Physiological Memoirs of Surgeon-General responded that work most often interested with their Hammond, US Army (1863) reading and studying. This study was carried out to assess knowledge, attitude and practice of reading habit among medical students of Chennai medical college 20. In the 1960s the Nobel Prize winner Albert hospital and research center at Trichy. SzentGyorgi (who also discovered vitamin C) Keywords: Chennai Medical college hospital & isolated a substance in urine called3-methyl glyoxal. Research Centre, Reading habits, Medical students. It has subsequently been proven that this substance destroys cancer cells. Introduction

21. The letter of Dr. Burzynski to the urine therapy “Reading Habit”, we get two words, reading and habit. center in Ahmadabad, India, in Chapter 6). Reading is an action of a person who reads and habit is a product of this action or learning. Like all other 22. "Drink water from your own cistern, flowing water habits, the habit of reading on an individual develops from your own well." (The Book of Proverbs 5: 15, during the course of time. Smith and Robinson defined Old testament, Holy Bible) reading as “an active attempt on the part of readers to understand a writer’s message”. 23. From: Pleidooi voor Biologische Kankerbestnj"ding, Reading to learn is an essential tool for P.H.WA.M. van de Veer, p. 60. lifelong learning. Promoting a reading culture among medical students is therefore one of the key tasks in the 24. Die Heilkraft der Eigenharntherapie ('The Healing curriculum reform with the aim to strengthen student’s Power of Urine Therapy'), written by Ingeborg AH learning capabilities. Acquiring knowledge through Mann, a former pharmacist. Germany, 1993 reading is crucial for learning process of a medical student. In clinical practice, it is important as it relates to clinical competencies. Medical students encounter a From: Die Heilkraft der Eigenharn-Therapie, 25. huge volume of different subjects; with which they are Ingeborg AUmann, Verlag Dr. Karl Hohn K4 not familiar and on the other hand, remembering the Biberach 1993, p. 5-6. various facts and new diagnostic and therapeutic methods seems difficult. Thus, learning all the facts needs enough time and regular curriculum planning. The Reading Habits of Medical Students at Frequently much time is devoted to developing the Chennai Medical College Hospital & Research content of the curriculum and the type of Centre - A Study

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 35 assessments that will be completed with little and got good responses to this questionnaire. A attention given to how the students best learn or if questionnaire was used to get accurate information. they will be enhancing their lifelong learning habits. The collected data were analyzed both quantitatively A student’s approach to learning, which includes study and qualitatively, by reading habits of the medical habits, has been shown to predict the student’s success. students at the Chennai medical college hospital and Literature Review research center library in Trichy. Reading is the identification of the symbols and the association of appropriate meaning with them. It Data analysis and Interpretation requires identification and comprehension. Age wise classification Comprehension skills help the learner to understand S.No. Age No. of Respondents the meaning of words in isolation and in context 1 16-18 38 (46%) (Palani, 2012). He believes reading is a process of 2 19-21 33 (40%) thinking, evaluating, judging, imagining, reasoning and 3 22-25 10 (12%) problem solving. 4 26&above 1 (1%) Zainab Abdullah Emran Al Husaini (2013), the Knowledge, attitude and practice of reading habit It appears from the above table that the majority of the among female medical students, Taibah university. A students are in the age group between 16-18 and survey of the acquiring knowledge through reading is 46.34% (38). crucial for learning process of a medical student. Sex Ratio of the Students: Reading in clinical practice is important as it relates to S.No Gender No. Of Respondents clinical competencies. 1 Male 43 (52%) 2 Female 39 (47%) Mona M.Soliman (2009) The reading habits of Medical students at medical college kindsaud This table shows data is taken from male and female of university. A survey of understanding the reading UG students in Chennai Medical College Hospital and habits of medical students provides insights and research center. The male ratio of 52% is more than the opportunities for medical educators to evaluate the female ratio 47% of the respondents, reading habits of learning needs of the students and improve the teaching the medical college library. methods. Year wise classification: S.No Year No. Of Margaret L. Boehler (2001) An evaluation of study Respondents habits of third-year medical students in a surgical clerkship. A survey of the students may benefit from 1 I 31 (37%) collaborative studying when it comes to clinical 2 II 25(30%) experience as demonstrated by improved performance 3 III 6 (7%) on the MSCE, National Board of Medical Education 4 IV 6 (7%) (NBME) surgical subtest and the multiple stations 5 V 14 (17%) clinical examination (MSCE) given at the end of each clerkship. This table shows the increased reading habits are Objectives of the Study shown with the first years than the other years. Once The main objectives of the study are as follows: again, there is improved when they come to fifth year. This may co relate with their practical hours and their To find out the personal details and 1. schedule and work load. respondents of the students. Primary Purpose of Reading: 2. To identify the purpose of reading S.No Purpose of No. of Respondents 3. To identify the students preferred time, reading subject, time spent on reading. 4. To identify the students inculcating the 1 Education 52 (63 %) reading habit, usually read as a medical reference, find these sources and any problems in reading. 2 Information 28 (34 %) Methodology 3 Recreation 2 (2 %) The questionnaire method was followed in this study. The questionnaires consist of only open questions. The 4 Others Nil questionnaire was personally distributed among the sample of the study by the Medical students only. A total of 100 questionnaires were distributed to UG This table shows details of the primary purpose of Medical students of Chennai Medical college hospital reading education, information, recreation likely and research center. 82 questionnaires were collected

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 36 percentage, education, 63 %, Information 34 %, 2 Internet 11 (13%) recreation 2%. The reading habits of medical students, 3 Teachers 12 (14%) 4 Friends 3 (3%) mostly used for education purpose. 5 Others 2 (2%) Material for General Reading: This table shows the details of source of information. S.N Materials for No. of Most medical students get the source of information o eading Respondents from the library 54 (65%). 1 Medical books 63 (77%) Inculcating Reading habit: 2 General books 7 (9%) S.No Inculcating No. of 3 Journal 2 (2%) Reading Habit Respondents 4 Newspaper 10 (12%) 1 Teachers 3 (4%) 2 Parents 10 (12%) This table shows the details of the materials for general 3 Friends 20 (24%) reading. Majority (77%) medical students used the 4 Self 44 (54%) medical books as their reading material. 5 Other 5 (6%) Time spent for reading: This table shows the details of inculcating reading S.No Time spent for No. of habits, teachers 4%, parents, 12%, Friends 24%, self reading Respondents 54%, other 6%. Most of the medical students had the self 44 (54%) reading habit. 1 Below one hour 18 (21%) Usually read as a medical reference: 2 2-3 hours 44 (53%) 3 3-4 hours 13 (15%) 4 Above 4 hours 7 (8%)

This table shows the time spent in reading is significantly good i.e for two to four hours. It shows the significant time shown. Preferred time for reading: S.No Preferred time No. of Respondents for reading This table shows that the users usually read the 1 Morning 3 (3%) materials as a medical reference, the medical text book 2 Afternoon 8 (9%) Yes -98%, No-1%, Essential version of a medical text 3 Evening 64 (78%) book Yes-76%, No- 23%, Online sources Yes-36%, 4 Late night 7 (8%) No-63%, Pocket books Yes-32% No-67%, Journal article Yes-32%, No-67%, Lecture handouts Yes-43%, This table shows the medical students preferred time No-56%, Test preparation text books Yes-51%, No- for reading habits, i morning 3%, 8%in the afternoon 48%. 98% Medical text book mostly used for medical majority of them 64% in the evening time for reading, students. only minimum 7 % of the students spent late night for How do you find these sources: reading. Favourite place of reading: S.No Favourite place No. of Respondents of reading 1 Class room 7 (8%) 2 Library 56 (68%) 3 Home 16 (19%) 4 Park 2 (2%) 5 Other places 1 (1%)

This table shows the details of a favorite place of reading. Most medical students use the library for their favorite place reading for library 56 (68%). This table shows medical students, mostly find the Source of Information: sources for Medical text book extremely useful 57%, S.No Source of No. of Respondents information Essential version of a medical textbook somewhat 1 Library 54 (65%) useful 41%, Online version of text book neutral

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 37 41%, Online journal article neutral 39%, Medical 5. Newble DI, Jaeger K. The effect of assessments and websites somewhat useful 35%, Pocket books examinations on the learning of medical students. Med Educ 1983;17:165–71. neutral 41%, Journal article neutral 40%, Lecture handouts neutral 41%, Test preparation textbooks 6. Vu NV, Galofre A. How medical students learn. J Med Educ 1983; 58:601–10. somewhat useful 36%, Newspapers somewhat useful A Comparative study of verbal fluency between 36%. Most of the medical students extremely useful young and old alcoholics for medical textbooks. 1Ms.K.Bhuvaneswari, 2Ms.Amritha.M.L What problems do you experience during reading : 1Assistant Professor, 2Assistant Professor, Department of Audiology and Speech Language Pathology Holy Cross College (Autonomous) Tiruchirappalli

Abstract

Alcohol consumption is associated with cognitive Conclusion decline. The use of alcohol is increasingly prevalent in major countries and remains associated with To our knowledge, this is the first study to provide innumerable social, economic and health related data on the overall reading habits of medical students problems. Verbal fluency tasks are commonly used for in Chennai medical college hospital and research neuropsychological assessment as they are easy to center Trichy. The study suggests that the most of the administer and sensitive to brain damage and cognitive medical students spent substantial time average 2-3 deterioration. There is a scarcity of evidences on the hours per day (per day three hours). This students, effect of alcohol in verbal fluency across age groups. mostly used sources by the medical textbooks. The The aim of the study is to compare the performance in resulting data suggest that medical students are not verbal fluency tasks among young and old alcoholics, focusing on pocket books, lecture handouts, online young and old non alcoholics. The study consists of 60 sources. Students need to be encouraged to use participants divided equally into four groups. Young journals, online sources, medical websites to facilitate alcoholics were grouped into A and old alcoholics were patient management and diagnosis of illness that occur included in group B. Young non alcoholics were in clinical ward rounds. Our data suggest that students grouped into C and old non alcoholics were included in need to spend more time in reading that maximizes group D. Verbal fluency was tested using the their efficiency and performance during the clinical generation of words within Phonemic and Semantic rotations. Students need to be advised to use the categories. For Phonemic fluency, phonemes like updated online sources more frequently. /k/, /ø/, /p/ were selected and for Semantic fluency fruit and animal categories were selected. Time allotted for Reference both Phonemic and Semantic fluency was one minute (60 seconds). The results were compared using independent t test. The results of the current study Peterson, M.W., et al., Medical students use of 1. reveal that there is a significant difference in both the information resources: is the digital age dawning? tasks between the Groups A and B. Group A scored Acad Med 2004.79 (1). 89-95 better when compared to Group B in Semantic and Phonemic fluency tasks. It can be concluded from 2. Mona MS, Khalid FN. The reading habits of these findings that higher degree of abstraction and medical students at medical college King Saud increased speed of information processing is decreased University. J Taibah Univ Med Sci 2009; 4(2): 115– in the case of older alcoholics. 122. Keywords: Verbal fluency, Neuropsychological, 3. Saint S, Mony R, Lois H, Jone O, Perter N. Journal Deterioration, Alcoholics, Abstraction, of reading habits on internists. J Gen Intern Med 2000; 15(12): 881–884. Introduction

4. Newble DI, Entwistle NJ. Learning styles and The effects of alcohol upon the cognition have been approaches: implications for medical education. investigated for several decades. Alcohol consumption Med Educ 1986;20:162–75. has an adverse effect on psychological and social life. Excessive intake of alcohol leads to numerous physical

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 38 consequences, including liver disease, gastrointestinal Methodology problems, and neurological complications (Arria and Van Thiel, 1992). It has been reported in literature that Participants: The study consists of 60 participants and alcoholics have deficits in problem solving, verbal and it is divided into two groups: Alcoholics and Non- non-verbal abstraction, visuo-motor coordination, Alcoholics. The Alcoholic group is further subdivided learning and memory (Tarter and Edwards, 1985; into Group A comprising of Young alcoholics – 15 Parsons, 1998). Alcohol abuse can also lead to participants and Group B comprising of Old alcoholics cognitive–behavioral disturbances and significant brain -15 participants. Group C consists of 15 young non- damage. alcoholics and Group D consists of 15 old non Neuro psychological assessment tests are used to alcoholics. The age range of young participants is determine the effects of alcoholism in between 25-40 years and age range of old participants neuropsychological function. These tests offer the is between 45-60 years. All the participants were possibility to predict the alterations in functioning at screened by a structural interview for any history of the behavioral level and may be ascribed to disruption neurological or psychiatric problems. Information of a specified cortical structure. Verbal Fluency Tasks regarding quantity, frequency and number of years of (VFT) are used commonly for neuropsychological alcohol abuse were obtained. Participants with hearing, assessment because they are easy to administer speech or visual deficits were excluded. Non alcoholics (Carnero, Lendi’nez et al., 1999; Kempler, Teng et al., are the individuals who do not have the past drinking 1998), also sensitive to brain damage and cognitive habits. deterioration (Acevedo et al., 2000) Verbal fluency are tested using the generation of words within Phonemic Procedure: Verbal fluency was tested using generation and Semantic categories. Verbal fluency indicates the of words within Phonemic and Semantic categories in speed and ease of verbal production (Lezak 1983) Tamil language. For Phonemic fluency, phonemes like The study of Phonemic fluency is more interesting, |k|, |ø|, |p| were selected. The participants were especially in alcoholics because they are more instructed to produce words starting with |k|, the susceptible to cognitive deficits, it can also be used as a clinician recorded the words using stopwatch. The useful instrument for early diagnosis of any cognitive same procedure was used to record |ø| and |p|. A time or degenerative disorders (Steiner, Mansur et al., limit of one minute per trial was targeted. For Semantic 2008). According to Tuck and Jackson (1991) male fluency, fruit and animal categories were selected. alcoholics with no apparent neurological disorder The participants were asked to produce names of showed significant impairment on a variety of animals as much they can within one minute then they neuropsychological tests. Social drinkers show poor were asked to produce names of fruits within one minute, result in neuropsychological performance tasks the words were recorded. Numbers of words were (Waugh et al., 1989; Page and Cleveland, 1987). calculated by analyzing the recordings. Intrusions (words The study of Semantic fluency is also equally corresponding to another category), perseverations important and interesting as lower scores in Semantic (repeated words), code-mixtures (mixing of English or fluency indicate that the alcoholics have reduced some other language while generating Tamil words) were ability to develop strategies in order to organize verbal excluded.The results were compared between Group A output or that alcohol abuse has slowed down the and Group B is using independent t test and same with retrieval of information and accesses of mental lexicon Group C and Group D. from semantic memory. The current study investigates these two of the components, processes underlying Results and Discussion performance on verbal fluency tasks in young and old alcoholics, young and old non alcoholics. Table-1 shows the comparison of Phonemic and Semantic fluency between young and old alcoholics. Objectives The mean values for group A and group B for |k| were To compare the performance of verbal fluency tasks 11.47 and 7.80, for |ø| were 11.73 and 8.33,for |p| were among 11.0 and 8.07 respectively. The mean value of Semantic fluency for group A and group B were for Young and old alcoholics (i) animals, 13.08 and 11.07, for fruits 12.93 and 10.53 (ii) Young and old non alcoholics. respectively.

Need for the Study TABLE 1: Comparison of Phonemic and Semantic fluency in young and old Alcoholics Most of the existing literature focused on the effects of cognitive decline in verbal fluency tasks in persons consuming alcohol. There is a scarcity of evidence on effect of alcohol in verbal fluency across age groups.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 39 subserve critical common processes (Costafreda et al., 2006).

On comparing Semantic and Phonemic fluency between the groups C and D, the performance of old non alcoholics (Group D) was significantly lower. According to the literature a normal young, healthy individual can produce 12 words beginning with a specific letter (Phonemic fluency), and about 16 words corresponding to a Semantic category within one minute (Spreen& Strauss, 1998) and this finding is in accordance to the current study and those seen in Table-2 shows the comparison of Phonemic and Semantic young non-alcoholics, whereas old non-alcoholics fluency between young and old non-alcoholics. The mean generate lesser words and this can be attributed due to value for group C and group D for |k| were14.67 and 11.13., for |ø| were 14.20 and 11.60, for |p| were 15.40 and aging. The significant age related differences have 11.20 respectively. The mean values of Semantic fluency been reported in verbal fluency tasks (Parkin & Walter, for group C and group D were for animals 20.73 and 1991; Veroff 1980). Different changes occur in 16.87, for fruits 19.73 and 14.67 respectively. Results cognitive domains during the normal aging process, reveal that there is a significant difference (p<0.05) in including executive functions (Machado, Fichman et both the tasks between the groups. Group A scored better al., 2009). Also cognitive capacity remains intact with when compared to Group B in Semantic and Phonemic aging but storage, encoding and retrieval become less fluency tasks. Group C scored better when compared to efficient by reduced working memory capacity and Group D in Semantic and Phonemic fluency tasks. The attention (Fillit, Butler et al., 2002) and this can be the literature supports the fact that both of these measures of reason for old non-alcoholics performed poorer in verbal fluency are sensitive to age related brain changes verbal fluency tasks than young non-alcoholics. From (Barr & Brandt, 1996; Hodges, Salmon & Butters, 1992). the study findings it can be inferred that young non- alcoholics generate larger words than that of old non- TABLE 2: Comparison of Phonemic and Semantic alcoholics. fluency in young and old Non-Alcoholics Healthy habits and abstaining from alcohol lower the risk of cognitive decline. Several studies have shown that abstinence can reverse much of the physical and cognitive damage caused by heavy drinking if treatment begins in time. Therefore it is important alcohol dependent people seek help as soon as possible(Bethany Ranes., 2015). Rapid shifts between

subcategories (“animal” word recall) may be more difficult for alcoholics (Hewett et al.,1991) which is in accordance with the study.

On comparing Semantic and Phonemic fluency Conclusion between the groups A and B, the performance of the old alcoholics (Group B) was significantly lower. This The present study aimed to compare the verbal fluency can be attributed that verbal fluency is more affected in old alcoholics than young which correlates with the in young and old alcoholics and non-alcoholics. Subjects taken for the study were 60 and were divided duration of heavy drinking. This indicates that the long-term heavy alcohol intake has impacted the speed into two groups: Alcoholics and Non-Alcoholics. The Alcoholic group is further subdivided into Group A of generating Phonemic and Semantic categories. The area associated with Semantic fluency is activation of comprising of Young alcoholics – 15 participants and Group B comprising of Old alcoholics -15 participants. left inferior temporal lobe reflecting the site of stored information being retrieved (Mummery et al., 1996, Group C consists of 15 young non-alcoholics and Group D consist of 15 old non alcoholics. The age Gourovitch et al., 2000, Helm et al., 2008). Literatures suggest that Phonemic and Semantic fluency involve range of young participants is between 25-40 years and age range of the older participants is between 45-60 partially different neural networks (Birn et al., 2010, Gorgan et al., 2009, Gourovitch et al., 2000, Heim et years. Phonemic and Semantic categories were administered in both groups. For Phonemic fluency, al., 2008, Perani et al., 2003). For both Phonemic and Semantic tasks, the inferior frontal gyrus is likely to phonemes like /k/, /ø/, /p/ were selected and for

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 40 Semantic fluency fruit and animal categories were rCBF patterns during letter and semantic selected. Time allotted for both Phonemic and fluency. Neuropsychology, 14 (3), 353. Semantic fluency was one minute (60 seconds). The data was tabulated and the results were compared using independent t test. The result reveals that alcoholism has an Male-Female wage gaps among construction effect on verbal fluency tasks. There is a significant workers in India difference between the two groups A and B for both the tasks. The performance of Group B - Old alcoholics are significantly reduced. It can be concluded that the verbal Er.N.Raja fluency task is more complex and requires more abstract Chartered Engineer, Sri Ram Campus, reasoning and shifting of the set. Also the pattern of results Ganapathy Nagar, Neyveli-607802. suggests that the search through the mental lexicon may be more difficult in old alcoholics. Alcohol addicts show Abstract decreased verbal fluency as it requires higher degree of abstraction and increased speed of information processing.

References Wage differential refers to differences in wage rates 1. Acevedo, A., Loewenstein, D. A., Barker, W. due to the location of working place, hours of work, W., Harwood, D. G., Luis, C., Bravo, M., working conditions, type of product ...&Duara, R. (2000). Category fluency test: manufactured, or other factors. It may be the normative data for English-and Spanish- difference in wages between workers with speaking elderly. Journal of the International Neuropsychological Society, 6(07), 760-769. different skills working in the same industry 2. Auriacombe, S., Fabrigoule, C., Lafont, S., or workers with similar skills working in Jacqmin-Gadda, H., &Dartigues, J. H. (2001). different industries or regions. In an Indian Letter and category fluency in normal elderly labor market the earning and wages are participants: A population-based study. Ageing, considerable rises, but the problem of wage neuropsychology, and cognition, 8(20, 98-108. differentiation is the burning issue prevailing. This problem is much prevalent in the 3. Barr, A., & Brandt, J. (1996).Word-list generation deficits in dementia. Journal of clinical and experimental neuropsychology, 18(6), 810-822. 4. Birn, R. M., Kenworthy, L., Case, L., Caravella, R., Jones, T. B., Bandettini, P. A., & Martin, A. unorganized market. One of the most important (2010). Neural systems supporting lexical sectors for providing the direct and indirect search guided by letter and semantic category employment is the construction sector. The cues: a self-paced overt response fMRI study of Construction sector in India is the second largest verbal fluency. Neuroimage, 49(1), 1099-1107. economic activity after agriculture and provides 5. Caetano, R. (1993). The association between employment to about 33 million people. The present severity of DSM‐ III ‐ R alcohol dependence and study focuses on the issue of wage differentiation in medical and social the similar construction work on working site in consequences. Addiction, 88(5), 631-642. Neyveli of Tamilnadu. It explores gender wage gaps 6. Coslett, H. B., Bowers, D., Verfaellie, M., & among construction workers in India, along the entire Heilman, K. M. (1991). Frontal verbal amnesia: wage distribution to see “what happens where”. Phonological amnesia. Archives of The Data required for the study have been Neurology, 48(9), 949-955. collected from both the primary and secondary sources. This paper analyses the issue of gender parity in wages 7. Costafreda, S. G., Fu, C. H., Lee, L., Everitt, B., by focusing on the evolution of male-female wage gaps Brammer, M. J., & David, A. S. (2006). A for an emerging economy, India, and decomposes the systematic review and quantitative appraisal of gaps to understand the patterns of gender-based labor fMRI studies of verbal fluency: role of the left market discrimination. inferior frontal gyrus. Human brain mapping, 27(10), 799-810. Key words: Gender, Construction industry, Wage Differentials, Gender Discrimination, Unorganized 8. Gourovitch, M. L., Kirkby, B. S., Goldberg, T. Workers. E., Weinberger, D. R., Gold, J. M., Esposito, G., ...& Berman, K. F. (2000). A comparison of Introduction

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 41 The overall literature on wage discrimination in India About Mike the construction worker, friend of Roark: is vast, and covers a very broad array of disciplines and "He worshipped expertness of any kind. He loved his methodologies. Since our study is empirical and work passionately and had no tolerance for anything focuses on the Rural Employment, we refer to the relevant literature here. save for other single-track devotions. He was a master in his own field and felt no sympathy except for Kumar B. Ravi (2013) had made an effort to identify mastery. His view of the world was simple: there were gender discrimination among construction workers and the able and there were the incompetent; he was not identify the means of empowering women construction concerned with the latter."( Ayn Rand). In India with workers with special reference to Vijaywada, Andhra economic reforms, liberalization and globalization Pradesh in India. The author had collected data through involve in domestic economy. This enhances the the filled-up questionnaires from 440 women construction workers who were selected through potential of investment opportunities and usher into the stratified sampling technique. This study concluded Indian labor market a substantial increase in the that many women construction workers are illiterate, income and earnings of workers of all sectors. The widows, the only earning member of the family, from several studies provide ample evidence that despite a depressed classes and from low income families when modest overall performance of the Indian economy compared to male construction workers. Women during the past one and a half decades, the extent to construction workers were discriminated against in which economic progress has been translated into wages and promotion. The findings of the study also show that the important reasons why women are not increased labor earnings and, consequently, poverty promoted as masons is the gender bias which men and reduction have been rather disappointing. The women have, and women construction workers are not construction industry plays a vital role in the given an opportunity to be trained informally like men socioeconomic development of the country. The in the construction industry. The findings also show construction industry is one of India’s fastest growing that women construction workers are competent sectors. It is closely associated with the nation’s economy. enough to be trained to become masons and they could Construction Industry is recognized as the Unorganized be first formally trained and then informally trained to Sector with vast labor intensity and economic activity become masons in the construction industry in India. after Agriculture in India. This Industry generates demand for both skilled and semi-skilled labor force. The Dileep Kumar M. (2013) studied on the problems of construction sector is providing employment to 7% of construction laborers in Pune, Maharashtra in India. In total world employment. Today Indian construction this study, he had selected a sample of 1119 construction workers from 82 construction sites in industry employs about 33 million people. These Pune. The questionnaires were filled-up by the construction laborers are one of the most vulnerable personal interview at the working site. The study segments of the unorganized sector as there is no concluded that the condition of the workers in the permanent job opportunity for them. However, unlike construction industry is very much deplorable. Neither other industries where they are increasingly employed in the law, nor the contractors are showing mercy to this semi- skilled and skilled occupations, women are engaged socially and economically poor segment of the almost exclusively as casual manual laborers in the Indian population. It seems that getting construction firms to construction industry. The construction industry plays a follow the law of the land regarding fulfillment of major role in combating the high level of unemployment basic rights related to employment, safety and welfare and in absorbing surplus labor from the rural areas. The of workers and ensuring better quality of life is still a construction industry as an economic entity has a distant dream. The results of this study can be extrapolated to other construction sites that are profound impact on the GDP and overall economy of the employing migrant workers. Nation. Combining the potential for employment and providing the Infrastructure facilities for practically every Jaunty (2006) conducted a study of socioeconomic economic activity. Therefore, the construction industry conditions of women construction workers in plays a decisive role in the development of the Nation. Tiruchirappalli. She studied the socioeconomic This paper analyses the issue of gender parity in wages by conditions, working conditions, nature of benefits and focusing on the evolution of male female wage gaps for facilities in the workplace, contribution of income to an emerging economy, India, and decomposes the gaps to the household and the problems faced by women understand patterns of gender-based labor market construction workers in the Edamalaipattiputhur area in discrimination. Tiruchirappalli.

Literature Review SEWA (Self Employed Womens Association 2000) The Study has been undertaken by Self Employed

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 42 Women’s Association [SEWA] (2000) on Construction Limitation of The Study workers in Ahmadabad City. This study was primary data based for which 250 construction workers were 1. It is also assumed that the respondents are true selected. Out of them 125 were male workers and the and honest in expressing their views. rest were female workers. The results show that 2. The study is applicable only to Construction Industries in Neyveli of Tamilnadu, and not to any (a) almost all the women workers were engaged in other similar areas. unskilled jobs (manually carrying/transferring 3. Only 150 respondents were contacted. construction materials); Objectives of the Paper

(b) 60% of the male workers were occupied in this The following are the objectives of the Paper work from one generation to the next while 40% had 1. To derive the basic characteristics of joined in this work for the first time - The average daily construction workers. wages of the female workers were found to be 2. To examine the wage differential between the substantially lower than that of the male workers. The male and female workers average daily income of the female worker was Rs. 60, 3. To examine the wage differential between workers of the organized and the unorganized as against Rs. 128 for the male worker, who earned sectors. more than double of that of women; (I. e.) The 4. To examine the wage differential between incidence of physical strain during work was more in Permanent Workers and informal Workers. the case of the women workers. Around 88.8% of 5. To find out the probable reasons for this wage women complained of fatigue and physical strain differences. during work, while only 74.4% of men complained about it; 70% of women workers complained about Hypotheses Tested chronic body aches, especially in their limbs, hands and head after they joined the construction sector, From the above objectives the following hypotheses while some 16% also complained about back-pain, are framed and empirically tested, chest pain, skin diseases etc. In the case of male H1: There is no significant difference in the total workers, 77% of them complained of pain in their rank of wage rate among the male and female limbs, hands and headache. construction workers.

H2: There is no significant difference in the total Kaveri (1995) notes that in Tamil Nadu women and rank of wage rate between informal and permanent children on worksites call chattels, literally small construction workers. people. Male workers on the other hand, are partial or H3: There is no significant difference in the total big people. On large construction sites, periyals act as rank of wage rate between Organized and watchmen. They often have the responsibility for Unorganized sector construction workers. curing operations at night that requires watering freshly laid cement at intervals so that it sets without cracking. Methodology Adopted The periyal’s wife is expected to help him with this job but it is he who gets paid for it. Women construction The Data required for the study have been collected workers in Tamil Nadu are employed only on a from both the primary and secondary sources. temporary and casual daily basis as unskilled workers Primary data: schedules and questionnaires from the (lifting earth loads, cutting soil, mixing cement, Construction workers are working in Neyveli of breaking stones) and not as masons. There is also Tamilnadu. considerable hostility from the contractors and male Secondary data: The secondary data have been workers to women masons. collected through various government publications, reports, various magazines, books, journals, Harilal K.N. (1989) had focused on issues of gender newspapers and website. wage discrimination in India. The gender wage gaps Sampling design: We have selected 150 unskilled are analyzed for regular wage workers in India using construction workers by stratified random sampling the 66th round of NSSO Employment – technique from unorganized and organized sectors. The Unemployment Schedule (2009-2010). The author had questionnaires were filled up through personal interviews examined the wage gaps across different counties of at the construction working sites. It was conceded that the wage distribution. He had also estimated the there is a huge differentiation exists between the male and standard OLS wage equation for men and women. The female workers, informal and permanent workers and main finding is that a sticky floor effect, that is, the workers in the construction works of the organized and phenomenon of declining gender log wage gaps across the unorganized sectors. the counties. Sample Size: 150 unskilled construction workers of Neyveli in Tamilnadu were interviewed by the

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 43 scheduled method through convenience sampling Of the total respondents, more than the third of the method. respondents (36 percent) were widows, less than one Tools and Techniques of Data Analysis: The fifth of the respondents (18.66 percent) were collected primary data have been analyzed by using unmarried, about one fifth of the respondents (24 SPPS (Statistical Package for Social Science) software. percent) were divorced and one fifth of the The statistical values like averages, standard deviation respondents (21.34 percent) were married. (SD) and correlation coefficients were calculated. For measuring the wage differentiation between different With regard to the occupation, more than three sections t-test has been used. fourths of the respondents (84 percent) were permanent workers and one fifth of the respondents Data Analysis and Interpretation (16 percent) were informal workers. Results and Discussion Table No1- Socio Economic Status of Sample workers Of the total respondents, more than half of the respondents (63.34 percent) spend on an average 8 to 10 hours at the working site, about one fifth of the respondents (20 percent) and 16.66 percent workers work for an average of 4 to 8 hours and more than 10 hours daily, respectively.

There is certain uncertainty regarding getting the work daily, especially for the informal workers, because these workers get the work from the junction place where usually they wait for work. It was found that more than one fifth of the respondents (24 percent) got work daily. Other workers could not get the work daily. About 41 percent workers could not get work on an average of 1 to 5 days in month. More than one fifth of the respondents (28.5 percent) and 6.0 percent of workers said that in a month, they could not get work for 6 to 15 days and more than 15 days respectively.

Wage Differentiation

Of the total respondents, more than half of the The present study seeks to explore whether wage respondents (62 percent) belonged to the age group differentiation prevails between different groups of of 23 years to 30 years, more than one fourth of the labourers grouped according to different criteria. For respondents (29.34 percent) belonged to the age examining the wage differentiation in the construction group of 30 years to 40 years and 8.66 percent sector, the data on wage rate have been classified respondents belonged to the age group above 40 according to the gender, sector and types of labour. years. With regard to the educational qualification, The researcher also tried to examine the wage more than half of the respondents are (56.67 percent) differentiation by using the independent sample t-test. Illiterates, about one fifth of the respondents (20 For applying the t-test on the data of wage rate, it is percent) completed Primary and below, and less than necessary that the data should not violate the one fifth of the respondents (15.33percent) completed assumption of this test. The most important assumption middle class and only 8 percent completed Secondary of independent sample t-test is that the data should be and higher secondary. normally distributed. Therefore first of all an attempt to check the normality of data on wage rate was made by Of the total construction workers, more than half of using the Kolmogorov-smirnov test and Shapiro-Wilk the respondents (60 percent) belonged to Scheduled test. The assumption of this test is that the data are not cost, while one fourth of the respondents (28 percent) normally distributed. If the significance value of this were from most backward communities and 12 test is more than 0.05, we can say that the data are percent were from backward communities. normally distributed. Then we can proceed further for independent sample t-test for compared means. But this With regard to the Religion, more than half of the test suggests that the data are not normally distributed respondents (73.34 percent) belonged to Hindu, while and there should be other non-parametric test for one fifth of the respondents (18.66 percent) were comparing the means. The most popular test for this is from Christian and 8 percent were Muslims. the Mann Whitney U test. The following table shows

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 44 the results of Kolmogorov-Smirnov test and Shapiro- Wilk test for normality.

Table No - 2 Test of Normality for Data on Daily Wages

Inference: On the basis of above table, the mean rank of wage rates is higher for male workers than female workers. The mean rank of wage rates is 118.52 for male workers and 82.48 for female workers. The Value Inference: The results of Kolmogorov-Smirnov test of Mann Whitney U test is found to be 3198.0 and its and Shapiro-Wilk test for normality show that the data significant value is 0.000, which is less than 0.05. on wage rates of construction workers according to Therefore, we do reject the null hypothesis, and sectors, gender and type of workers are not normally conclude that significance differences exist in the wage distributed because the values of significance level are rates of the male and female workers. less than 0.05, so here we do not reject the null hypothesis that the data are not normally distributed. Wage Differentiation Between Permanent and Therefore for comparing the means wage rate of Informal Workers: The status of work has been workers according to the gender, sector and type of classified into two categories. The first is Permanent workers we have used Mann Whitney U test. workers and second is Informal workers. The workers who are working under the contractor on wages have Wage Differentiation between Male and Female been classified as permanent worker and those workers Workers: The gender wage discrimination is not a new who are doing work on the basis of completing a phenomenon. In this study we found that the wage specific work are called Informal workers. In this rates are different for different workers. Wage study, out of the 150 selected workers, 84 % workers differentiation also exists at the same work place. Out are permanent workers and 16 % workers are Informal of total female workers, about 43% got the wages of workers. The wage rate of the permanent workers and less than Rs. 200 daily. This figure was just 19% for Informal workers had been found to be varying. Out of male workers. On the other hand, 34% of the male the total permanent workers, majority of workers workers and only 45 % of the female workers belonged (46.83 %) got the daily wage from Rs. 201 to Rs. 250 to the category of wage rate from Rs. 201 to Rs. 250. followed by less than Rs. 200 (34.13 %). However in So it can be said that male workers got higher daily the case of Informal Workers, about 45.83 % workers wages than female workers in construction sector. This got daily wage of Rs. 251 to Rs. 300 followed by the conclusion is also strengthened by using a statistical Rs. 201- Rs. 250 (37.5 %). Hence, the wage rates of test. The statistical difference of wage rate between Informal workers seemed to be higher than permanent male and female construction workers had been workers in this study. The statistical differences of examined by using Mann Whitney U test. wage rate between Permanent and Informal construction workers had been examined by using Table No - 3 Mann Whitney U test. Classification of Daily Wages by Gender Table No - 5 Classification of Daily Wages by Type of workers

Table No - 4 Mann Whitney U test for wage differentiation Table No - 6 according to gender Mann Whitney U test for wage differentiation according to Type of workers

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 45 Inference: The results of Mann-Whitney U test show that the mean rank of wages of permanent Workers is Inference: In the case of daily wage rate of organized 138.52 which is higher than wages of Informal and unorganized sector’s construction workers, the workers’ mean rank of 92.99. This difference is found mean rank of organized sector is found to be lower to be statistically significant because the value of than that of unorganized sector. However the Mann-Whitney U test is reported to 1501.0 and its difference of mean rank is not very large. The value of significance value is 0.000, which is less than 0.05. Mann-Whitney U test is found to be 4207.0, with Therefore, we do reject the null hypothesis, and significance value of 0.047 which is less than 0.05. conclude that there is significance difference between Hence, the null hypothesis is rejected here. Therefore the wages of Permanent and Informal workers. The we can say that the differences of wages of Permanent workers got the higher wages than Informal construction workers of unorganized and organized workers. sectors are statistically significant. Wage Differentiation Between Organized and Unorganized Sector’s Workers: In this study we had Concluding Comments selected equal proportion of workers from construction sites of organized and unorganized sectors. So it will The present study concluded that the young labour be interesting to know whether there is any force is more engaged. In the construction works the discrimination between the wages of organized and majorities of workers follow the Hindu religion and unorganized construction workers. The classification of belong to the scheduled caste category. The cross- collected data shows that the workers who are working tabulation of wage rates with gender clearly shows that on the site of organized sector got the lower wage rate there is a wage differentiation between the male and than unorganized sector. But this difference is not female workers, Informal workers and permanent much. Out of total construction workers, 46 workers workers and workers in the organized and unorganized got the daily wages of less than Rs.200; out of them construction sectors. The average daily wages of these 26.67 % workers were working in unorganized sector. group workers were reported to be Rs. 300 and Rs. 200 The percentages of workers who got the daily wage for male and female workers, Rs. 350 and 250 for rate of Rs. 201 to 250 and Rs. 251 to 300 were found to Informal workers and permanent workers respectively. be higher in unorganized sector. So we can say that on Whether wage differentiations between the gender and the construction sites of organized sector the wages are type of workers are statistically significant or not is an relatively lower than that of the workers who are important task from the point of view of policy working at construction sites of unorganized sectors. implementation. Therefore, first of all we tried to use The statistical differences of wage rate the t-test to compare the means of wages, but it was between male and female construction workers had found that the data on wages were not normally been examined by using Mann Whitney U test. distributed. Hence we applied the Mann-Whitney U test for comparing the mean rank of wages. According Table No – 7 Classification of Daily Wages by sector to the results of this test, the wage differentiation is statistically significant in all the cases. The gender discrimination is clearly reflected from the wage discrimination. In the case of Informal workers and permanent workers, it is found that the permanent workers enjoyed certain level of work security as they work under the contractor during the specific construction work. Going beyond averages, decomposing the wage gaps along the entire wage distribution, we find that gaps are higher at the lower Table No - 8 end of the distribution than the upper end, i.e. women Mann Whitney U test for wage differentiation by sector in India face a “sticky floor”, not a glass ceiling. There are several laws in the practice like Regulation and Abolition Act-1970 for contract labour, Equal Remuneration Act-1976 for equal wages for equal work, Unorganized Workers Social Security Act-2008 etc… But the effective implementation of these laws will be possible by collective efforts of the government

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 46 and non-government organizations. As a part of Force Participation during India’s Economic corporate social responsibility, the contractors and the Boom”, IZA Discussion Paper No. 6395. builders should also provide better quality of living to the women workers. For this it is necessary to take 6. Deshpande, Ashwini, (2011). “The Grammar steps to remove wage discrimination in the of Caste: Economic Discrimination in construction sector. Contemporary India”, Oxford University Press, New Delhi. Foot Notes 7. Ghose, Ajit (2004), The Employment Challenge in India, Economic and Political Bhalla, Sheila. (2002), India’s rural economy: issues Weekly, Special Article, pp.5106-5116. and evidences, Paper presented at International seminar on ‘Rural livelihood futures workshop, Organized by 8. Deaton, Angus; Dreze, Jean (2002), Poverty Ministry of Rural Development, Government of India, and Inequality in India: A re- examination, New Delhi and Overseas Development Institute, Economic and Political Weekly, Special London (New Delhi), 17-19 October. Article, pp. 3729-3748. References 9. Sharma A N (1997) ‘People on the Move, News papers & Magazines: Vikash Publication, New Delhi

1. PTI (2016), “India suffers from huge gender pay Websites: gap, says report”, The Hindu, 18 May, 2016. 2. Kala Vijayaraghavan, Rica Bhattacharyya (2016), 1. http://www.weforum.org/issues/global- “Companies commit to equal pay pledge”, The gender-gap Economic times, 03 September, 2016. 2. http://econdse.org/deepti-miscellaneous 3. Rachel.Chitra (2016), “Gender wage gap continues to be a reality for freelancers”, 5 3. http://www.theguardian.com/business/2014/oc September 2016. t/24/asda-masslegal- action-equal-pay 4. Rukmini.S (2015), “South Asia Has World’s Most Skewed Gender Wage Gap: UN Report”, The Hindu, 27 April, 2015. Metadata analysis of Google scholar relating to library

Books & Journals: 1A.Elezabeth Dyana 2Saghayamary A Mahajan, Kanika and Bharat Ramaswami, 1. 1 (2015). “Caste, Female Labour Supply and the Network Manager, Holy Cross College Library 2 College Librarian and Associate professor Gender Wage Gap in India: Boserup 1,2 Holy Cross College (Autonomous), Tiruchirppalli Revisited”, Indian Statistical Institute, Working Paper. Abstract

2. Chaudhary, Ruchika and Sher Verick, (2014). The purpose of the study is to find development and “Female Labour Force Participation in India the growth of the data mining tools related to the and Beyond”, ILO Asia-Pacific Working articles published in the field of library science. This Paper (New Delhi: ILO). paper deals with one of the Bibliometric indicators such as citation study. The author has harvested 116 3. Varkkey, Biju and Rupa Korde, (2013). articles from Google scholar using the keywords “Gender Pay Gap in the Formal Sector: 2006- ‘computer science and library’ and has carried out the 2013, Preliminary Evidences from Paycheck citation study. The study analyzes the citations that the India Data”, Wage Indiacator Data Report, way papers are published through rank and percentile Report Series 003. and citation count in a range. It also brings to light the analysis in the year-wise, publisher wise and exact 4. subject keyword distribution wise.

5. Klasen, Stephan and Janneke Pieters, (2012). Keywords: Citation count, Bibliometric indicator, “Push or Pull? Drivers of Female Labour Google scholar, Scientometrics

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 47 . To examine the search keyword distribution of Introduction the articles

Bibliometrics is a statistical analysis of written publications, such as books or articles. [1] Scope and Methodology Scientometrics is the study of measuring and analyzing science, technology and innovation. Major The present study uses data mining tools, measuring research issues include the measurement of impact, reference sets of articles to investigate the impact of journals and institutes, understanding of scientific citations, mapping scientific fields and the production of indicators for use in policy and management citation count range analysis, rank, percentile analysis of the citations counts, year wise, publisher wise and contexts.[2] Scientometrics and Bibliometrics are the study of subject area in the field of library and the distribution of subject keywords present in the information science, which can be applied to any article titles exactly. The metadata from Google scholar discipline irrespective of the nature of subject. It involves quantitative measures of scientific activities between the year 2004 and 2017 has been collected in which is useful to assess the publications scientifically. ‘csv’ format and is analyzed. The collected data was examined with the following Scientometrics tool Source of the study indicators such as author, publication, year, and The bibliographic details of the Google scholar are keywords. taken for the study. Google scholar is a freely Results and Discussion accessible web search engine that indexes the full text or metadata of scholarly literature across an array of Table -1 Citation count ranges wise distribution publishing formats and disciplines. Released in beta in Citation count range Papers Percentage November 2004, the Google Scholar index includes above 100 4 3.45 most peer-reviewed online academic journals and books,conference, papers, theses and dissertations, 50-100 5 4.31 preprints, abstracts, technical reports, and other between 10-50 19 16.38 scholarly literature, including court opinions below 10 36 31.03 and patents. Google Scholar is similar in function to without count 52 44.83 the freely available CiteSeerX and getCITED. It Total 116 100 resembles the subscription-based tools, Table-1 shows the total of 116 articles harvested from Elsevier's Scopus and Thomson Reuters' Web of google scholar, four papers had received the citation Science. count above 100. The above four papers details are Objective of the study 1. Parallel data processing with MapReduce: a survey by The objective of the study is as follows: Kyong-Ha Lee, Yoon-Joon Lee, Hyunsik Choi, Yon . To map the Article Citation count ranges wise Dohn Chung, Bongki Moon analysis 2. Unveiling the complexity of human mobility by . To examine the rank and the percentile analysis querying and mining massive trajectory data by Fosca for the citations Giannotti, Mirco Nanni, Dino Pedreschi, Fabio Pinelli, . To determine year wise distributions of the Chiara Renso, Salvatore Rinzivillo, Roberto Trasarti articles . To map the publisher wise analysis of the articles

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 48 3. CSV Search: Searching through source code 4 4 29 9.60% using CSvv comments by Andrew Y Yao 6 3 30 6.40% 8 2 31 3.20% 4. Legal information and the search for cognitive 9 1 32 0.00% authority by Robert C Berring Table -2 shows the rank and percentile distribution of These papers were the highest degree of getting getting the citation count of each article. The highest citation from others and are being referred by others. rank is 422 citation counts having one article. Out of 116 articles, 20 articles got the rank from 1 up to 20 and was getting a medium percentage of collaboration. Rank and percentile analysis The highest rank received article is Parallel data processing with MapReduce: a survey by Kyong-Ha Table -2 Rank and percentile analysis Lee, Yoon-Joon Lee, Hyunsik Choi, Yon Dohn Chung, Bongki Moon No of Citation articles Count Rank Percent Year range of distribution 1 422 1 100.00% Table -3 Year range subject growth of distribution 1 181 2 96.70% 1 112 3 93.50% No of Year articles Percentage 1 109 4 90.30% 1975-2000 12 10.34% 1 89 5 87.00% 2001-2005 20 17.24% 1 75 6 83.80% 2006-2010 25 21.55% 1 65 7 80.60% 2011-2016 51 43.97% 1 57 8 77.40% Without year 8 6.90% 1 54 9 74.10% Total 116 100.00% 1 44 10 70.90% Table-3 shows year wise distribution of articles present 1 39 11 67.70% in the Google scholar bibliographic database. The 3 35 12 64.50% highest number of articles published in the year ranges between 2011 and 2016. Out of 116 articles, 51 articles 1 34 13 61.20% were published in the year from 2011 to 2016 has 1 33 14 58.00% highest percentage is 43.97%, because of the growth and development of the data mining concept involved 2 28 15 54.80% in the field of library science. 1 26 16 51.60% 1 22 17 48.30% Publisher wise submission of article distribution 2 20 18 45.10% Table-4 Publisher wise submission of article 1 18 19 41.90% distribution 2 15 20 38.70% 1 13 21 35.40% Publisher No of articles Percentage 1 12 22 32.20% Less than two 71 61.21 2 11 23 29.00% Springer & etc. 11 9.48 1 9 24 25.80% IEEE 11 9.48 2 8 25 22.50% Universities 10 8.62 1 7 26 19.30% Elsevier 6 5.17 2 6 27 16.10% Sage 4 3.45 3 5 28 12.90%

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 49 science development. The present study revealed and Emerald 3 2.59 explored the Google scholar database possess the Total 116 100 recent trends of data mining and library science technology oriented articles. Table -4 shows the span of publishers involved in References the growth and development of the technology 1. https://library.concordia.ca/help/bibliometrics/ind oriented subjects in the Google scholar. The highest icators.php degree of 2. http://www.tut.fi/en/library/research-support- collaboration of the publisher is IEEE and is having the services/evaluating-publication- 9.48 percentages of presentation. activities/bibliometrics/usage/index.htm Keywords present in the articles wise distribution 3. https://en.wikipedia.org/wiki/Google_Scholar Table -5 Keywords present in the articles wise distribution Voice Characteristics of Pregnant Women Across No of Trimesters Keywords Papers Percentage 1 2 3 Other insignificant words 61 52.58 Amritha M.L ., K.Bhuvaneswari , Merin Mathews , R.Sundaresan4 Mining 25 21.55 Assistant Professo1,2,3, Associate Professor4 Library, Bibliometric 14 12.07 Department of Audiology and Speech Language Pathology, Holy Cross College (Autonomous), Trichy-2 Web, network 10 8.62 Research 4 3.44 Abstract University 2 1.72 Introduction: Pregnancy is a period which causes Total 116 99.98 psychological, physiological, physical and hormonal changes in women. These physiological and physical Table -5 shows the maximum 80 articles were alterations can have an effect on the vocal apparatus published subject keyword technology oriented in the too. The changes in the levels of hormones like Google scholar database. It indicates the growth of the estrogen and progesterone were reported during the data mining technology in the field of library science. phases of pregnancy. These variations in the level of hormones directly influence larynx and its related Findings structures. The hormonal levels keep fluctuating across the trimesters which results in changes in voice The analysis has clearly revealed the following characteristics. conclusions: Aim & Objectives: The aim of the study was to  Maximum citation count is above 100 having evaluate voice characteristics during various trimesters 4 articles of pregnancy.  The subject keyword growth attains the year Method: 45 pregnant women and 15 nonpregnant range is 2011-2016 women were included in the study. The pregnant women were equally sub grouped (n=15) based on the  The maximum of 64 articles have the medium trimester. The acoustic voice analysis was done by citation percentage. PRAAT software and the parameters taken for  The IEEE had the award of the highest analysis were Fundamental frequency (F0), percentage of individual publisher, publishing perturbation measures - Jitter, Shimmer, Noise-to- the 11 articles. Harmonics Ratio (NHR). Aerodynamic assessment  Out of 116 articles, 55 articles cover the was carried out by assessing Maximum Phonation maximum subject keywords. Duration (MPD). Voice Handicap Index 10 (VHI-10) was used for self perceptual assessment of voice. Conclusion: The results: The results were compared between the three groups using Kruskal Wallis test and Mann Whitney U test. The test results revealed significant differences (p<0.05) in Maximum Phonation Duration Scientometrics analysis uses data on numbers and (MPD) and VHI-10 scores. MPD was significantly author of scientific publication and on articles and the reduced in the third trimester and VHI-10 scores were citations therein to measure the output of countries, significantly higher in the third trimester. The heavier identify national and international networks, and to and nature of vibration gets altered (Emerich, 1997). map the developments of new fields of science and No significant difference was observed in the acoustic technology as well as to know the inner logic of parameters like F0, jitter, shimmer and NHR.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 50 Conclusion: Pregnancy has an effect on voice properties and alterations in extra cellular water characteristics and affects the self perception of voice retention during pregnancy affect the vocal quality and also. the formation (Garfield et.al, 1998). Introduction Due to these physical and hormonal variations reported Human larynx is a musculoskeletal structure in the literature, it can be attributed that pregnancy can considered as a secondary sexual organ because of the result in voice changes also. The existing literature in influence exerted by the sex hormones in its structure this field focused mainly on the perceptual and acoustic and function. Laryngeal structures are extremely voice characteristics of pregnant women. However, sensitive to the hormonal variations during there is a scarcity of research on the aerodynamic and menstruation, menopause and pregnancy (Mendes, self perceptual assessment of individuals during Marcos, Rui, Romao, 2009). Pregnancy is a period which causes psychological, physiological, physical pregnancy. None of the existing literature compares and hormonal changes in women. These physiological these characteristics across trimesters and tracked and physical alterations can have an effect on the vocal changes. apparatus along with hormonal alterations. During pregnancy, especially the last trimester the levels of Aim & Objectives hormones like estrogen, progesterone and testosterone are higher than normal’s. Estrogen and progesterone The aim of the study was to evaluate voice are the main hormones that directly alter the laryngeal characteristics during various trimesters of pregnancy. structure and functions (Cassariga et.al, 2012). Method and Material In women, progesterone is absent before puberty, reach peaks during childbearing years when it is associated with premenstrual syndromes, and then disappears at 45 pregnant women were included in the study and menopause. Estrogens contribute to the regulation of were equally sub grouped (n=15) based on the menstrual cycles, peaking just before ovulation. The trimester. A control group consisting of 15 cyclic pattern of these hormone levels disappears nonpregnant women was matched according to age. during pregnancy. Increased estrogen levels have been Participants with the complaint of hyper or shown to reduce mucosal viscosity, increase mucus hypothyroidism, any other significant clinical production, and increase blood vessel dilation. At the complications, history of voice problems or dysphonia same time progesterone was reported to have reverse and laryngeal structural alterations were excluded from effects on vocal fold mucosa, like increase mucosal the study. Participants were asked to phonate /a/ and viscosity, reduce mucosal production, and cause the samples were recorded. dehydration and thinning of the vocal fold mucosa The recorded samples were subjected to acoustic (Abitbol, Abitbol & Abitbol, 1999). This results in analysis. The acoustic voice analysis was done by edema and swelling of the vocal folds and thus the PRAAT software version 4.1. The parameters taken voice become perceptually muffled, hoarse or breathy for analysis were Fundamental frequency (F0), with limited range (Will, 2013). Submucous perturbation measures, including Jitter, Shimmer and hemorrhages, redness and swelling observed during Harmonics to Noise Ratio (HNR). Aerodynamic pregnancy are termed as Laryngopathia gravidarum assessment was carried out by assessing (Gelder, 1974). Maximum Phonation Duration (MPD). Participants were asked to take a deep breath and sustain /a/ as long Literatures also report the presence of androgen during as they can without any strain. Self perceptual normal pregnancy periods which influences the voice assessment was carried out using Voice Handicap Index 10 (VHI-10). quality and results in permanent voice change (Will, 2013). Statistical Analysis

Gastroesophageal reflux developed during pregnancy Differences in acoustic, aerodynamic characteristics is also reported as a cause for the voice problems and self perception between groups were compared (Sataloff, Emerich, Hoover, 1997). In addition to these using a non parametric test: Kruskal Wallis test. The the physical changes like distention of abdominal effects of each trimester on these parameters were assessed using Mann Whitney U test. The statistical muscles involved in breathing is interfered with the analysis was carried out using SPSS software version 17. posture (Baptista, Sundberg, 2010) and thus affect the sustanation of phonation. Hence the literature also Results and Discussion supports that the changes in cervical biomechanical

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 51 The result of the Kruskal Wallis test reveals that there mass secondary to the increased water retention was a significant difference between acoustic, witnessed during pregnancy, a drop in the F0 is aerodynamic characteristics and self perception expected. . No significant difference was noted in between control group and pregnant women. The result Jitter. also shows that there exists a significant difference in parameters across trimesters also. The result of Kruskal Wallis test is summarised in Table 1.0. A significant reduction in MPD was noticed in pregnant women. The finding of the current study was Table 1.0. Comparison of acoustic & aerodynamic in harmony with the results obtained by Hamdan et.al parameters and self perceptual scores between pregnant women and control group. (2009) & Cassariga (2012). The reduction in MPD is due to the body changes at the thoracic and abdominal level. During pregnancy, because of the physical Parameters Chi-Square Significance changes the breathing becomes clavicular, providing Fundamental 16.835 .001 frequency poor breathing support and makes breathing laborious, Jitter 6.020 .111 which results in lowering of MPD (Behlau, 2001). Shimmer 23.972 .000 HNR 14.549 .002 VHI 10 scores among pregnant women were Maximum 9.530 .023 significantly lower when compared to the control Phonation group. Most of the participants reported vocal fatigue Duration and strain during pregnancy. This result is in VHI-10 score 26.623 .000 accordance with the findings of Hamdan et.al (2009) & Hancock (2015). Poor breathing support and In acoustic parameters, fundamental frequency (F0), dehydration were considered as the main cause of Shimmer, and HNR differ significantly between vocal fatigue in pregnant women. The key reason for groups. In pregnant women mean F0 and HNR found dehydration of the vocal fold mucosa in pregnant to be lower, whereas there was an increase in shimmer women on pregnancy induced rhinitis. It is referred as values compared to control group. The estrogen and the nasal congestion due to the hypersecretion of progesterone levels rise during pregnancy and it mucous resulted from the hyperemic and edematous directly acts on the mucus and larynx (Abitbol, Abitbol mucosa of the nasopharynx and nasal cavity & Abitbol, 1999). This results in hyperemic and (Thompson & Cohen, 1986). This condition puts edematous mucosa which in turn results in thickening increased strain on the planet apparatus and reduces its of vocal folds (Gordon, 2007). These evidences from efficiency (Ellegard, Hellgren, Toren & Karisson, the existing literature can be attributed to the changes 2000). Pregnant ladies reported as having a mouth in F0, HNR and perturbation measures. breathing due to this pregnancy induced rhinitis which will dry the superficial mucosa of the vocal folds The maternal water metabolism during pregnancy also (Sivasankar & Fisher, 2002). Studies have shown that accounts for the lowering of F0. During pregnancy, oral breathing for 15 minutes can induce superficial there is a large increase in body water content and this dehydration of the trachea, bronchial airway, and the represents the most significant adaptation on vocal folds. The importance of humidified air is to pregnancy. The total body water increases by 6.5–8.5 L mediate thinning of the soil layer, which plays a major by the end of pregnancy. The water content of the role in reducing drag at the vocal fold surface and fetus, placenta, and amniotic fluid at term accounts for consequently adhesiveness during phonation (Marston, about 3.5 L. Maternal blood volume is expanded by Titze & Druker, 1990; Finkelhor, Titze & Durham, 1500–1600 ml, plasma volume by 1200– 1300 ml, and 1988; Hamdan, Sabra, Rifai, Tabriz & Houssari, 2009). red blood cells (RBCs) by 300–400 ml. The remainder Hence, mouth breathing secondary to nasal congestion of the increase in water content is attributed to in general and to pregnancy-induced rhinitis in extravascular fluid, intracellular fluid in the uterus and particular, may have had an effect on the prevalence of breasts, and expanded adipose tissue. Because of this vocal symptoms, mainly vocal fatigue. The results of increase in body water, pregnancy is considered a the Mann Whitney test showed that there is a condition of chronic volume overload (Durr, 1987; significant difference in parameters across trimesters Theunissen & Parer, 1994). This could have an effect also. The Table 1.1 an 1.2 below shows the comparison on voice because of the fact that the determinants of of acoustical, aerodynamic parameters and self pitch are tensed, mass, and length. With an increase in

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 52 perception scores between each trimesters and control Conclusion group. From this study it can be concluded that the physical Table 1.1 Summary of significant parameters between and physiological changes during pregnancy have a groups. marked effect on voice. The effect on voice varies across trimesters with a key impact during the last trimester. Hence, along with other factors, pregnancy should also be considered during the assessment and management of voice disorders.

Reference

1. Abitbol, J. (2006). Odyssey of the voice. Plural Publishing. 2. Abitbol, J., Abitbol, P., & Abitbol, B. (1999). Sex hormones and the female voice. Journal of voice, 13(3), 424-446. 3. Behlau, M., Madazio, G., Feij,_O. D., Pontes, P. (2001). Livro do Especialista. Rio de Janeiro: Revinter; 1, 92–147. 4. BRODNITZ, F. S. (1979). Menstrual cycle and voice quality. Archives of Otolaryngology, 105(5), 300-300. 5. Cassiraga, V. L., Castellano, A. V., Abasolo, J., Abin, E. N., & Izbizky, G. H. (2012). Pregnancy and voice: The table reveals that there was a significant difference changes during the third trimester. Journal of noticed only in fundamental frequency between first Voice, 26(5), 584-586. trimester and second trimester control and first Cunningham F, Leveno K, Bloom S, Hauth J, Gilstrap trimester. This result indicates that there was only 6. decrease in fundamental frequency observed till the L., III . Williams Obstetrics. New York, USA: second trimester. These findings were in accordance to McGraw-Hill; 2005. the existing literature which states that voice is usually 7. Du¨rr J. (1987). Diabetes insipidus in pregnancy. Am J unaffected during the first and second trimester Kidney Dis. because of the perfect lubrication of the vocal cords. 8. Ellegard, E., Hellgren, M., Toren, K., Karisson, G. On comparison between control group and second (2000). The incidence of trimester there was a significant difference in 9. pregnancy rhinitis. Gynecology Obstetrics fundamental frequency, HNR and VHI 10. This can be Investigation,49,98-101. due to the fact that thickening and edema in lamina propria initiates from the second trimester (Sanal, Bicer 10. Finkelhor, B.K., Titze, I.R., Durham, P.L.( 1988). The & Tezcan,2016). Glycosaminiglycans (GAG) were effects of viscosity changes in the vocal folds on the observed to increase in the second trimester (Sanal, range of oscillation. Journal of Voice,1,320-335. Bicer & Tezcan,2016 ). Participants in second and 11. Garfield, R.E., Saade. G., Buhimschi, C., Buhimschi, third trimester differ significantly in Shimmer, HNR I., Shi, L., Shi, S.Q., Chwalisz, K. (1998)Control and and VHI 10. Except fundamental frequency and jitter, all other parameters show a significant difference assessment of the uterus and cervix during pregnancy between last two trimesters. The lamina propria and labour. Human Reproduction Update,4,673–695. thickening and edema observed during the second and 12. Gordon C. (2007). Maternal physiology. Obstetrics: third trimesters can be attributed to the migration of Normal and Problem Pregnancies.5,55. mast cells to lamina propria and increased GAG (). In 13. Hamdan, A. L., Mahfoud, L., Sibai, A., & Seoud, M. the light of these data it can be inferred that the lamina propria thickening results in an increased mass of the (2009). Effect of pregnancy on the speaking vocal folds that reflects as voice changes. The findings voice. Journal of Voice, 23(4), 490-493. were in harmony with the existing researches ( Abitbol, 14. Hancock, A. B., & Gross, H. E. (2015). Acoustic and 2006; Brodnitz, 1979; Cunningham, Leveno, Bloom, Aerodynamic Measures of the Voice During Hauth & Gilstrap, 2005; Higgins & Saxman, 1989; Pregnancy. Journal of Voice, 29(1), 53-58. Newman, Butler, Hammond & Gray, 2000).

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 53 15. Higgins, M. B., & Saxman, J. H. (1989). Variations in mined from Google Scholar. The author used Google vocal frequency perturbation across the menstrual Scholar because it is one of the most useful researches and academic tools available to students online with cycle. Journal of Voice, 3(3), 233-243. free of cost, customizable and no sign up is required. It 16. Lã, F. M. B., & Sundberg, J. (2012). Pregnancy and the is still a great tool for comprehensive searching of singing voice: Reports from a case study. Journal of scholarly literature. The First 140 Bibliographic data is Voice, 26(4), 431-439. used. The three search terms ‘Personality Traits’ ‘ Five Factor Model’ and Combined search term as Newman, S. R., Butler, J., Hammond, E. H., & Gray, 17. ‘Personality Traits’ and ‘Five Factor Model’. This S. D. (2000). Preliminary report on hormone receptors paper helped the author conclude the relevance of the in the human vocal fold. Journal of Voice, 14(1), 72- title and the search she used are of recent importance. 81. The research outputs during the years have increased 18. Şanal, S. K., Biçer, Y. Ö., Kükner, A., & Tezcan, E. significantly in the above topic. The publication by the single author receives less citation than two and more (2016). Effect of Pregnancy on Vocal Cord Histology: authors. The subject key word relevance and the five An Animal Experiment. Balkan Medical factor model too have received significant relevance as Journal, 33(4), 448. the research term brought significant number of results. 19. Sivasankar, M., & Fisher, K. V. (January 01, 2002). The publications such as Elsevier, American Psychological Association, and Wiley Online Library Oral Breathing Increases Pt~h~ and Vocal Effort by publications have contributed more articles in the field Superficial Drying of Vocal Fold Mucosa. Journal of of the five factor model and personality traits. Voice, 16, 172-181. 20. Theunissen, I. M., & Parer, J. T. (January 01, 1994). Key Words: Personality Traits, Big Five Factors, Five Fluid and Electrolytes in Pregnancy. Clinical Factor Model, Psychology, Bibliometrics Obstetrics and Gynecology, 37, 1, 3. 21. Thompson, K., Cohen, M. (1938)Studies on the Introduction circulation in pregnancy, II: vital capacity in normal The paper analyses personality traits using Five pregnant women. Surgery Gynecology & Obstetrics.66, Factor Model (FFM) from the data mined from 591. Google Scholar. Personality traits are the relatively 22. Van Gelder, L. (1974). Psychosomatic aspects of enduring patterns of thoughts, feelings and endocrine disorders of the voice. Journal of behaviors that distinguish individuals from one communication disorders, 7(3), 257-262. another. Broadly there are five parameters which describe an individual’s personality. These five 23. Verdolini-Marston K, Titze IR, Druker DG. dimensions are also called as ‘Big Five’ Factors and (1990).Changes in phonation threshold pressure with the model is referred to as Five Factor Model also induced conditions of hydration. Journal of Voice. abbreviated as FFM.(Digman, John M. 1990) The 4,142–151. Five Factor Model was initially proposed by Costa 24. Will, A. P. (2013). Pregnancy and Postpartum: A & McCrae in the year 1992 and often describes the Guide for Singers (Doctoral dissertation, Arizona State relation between an individual’s personality and University). various behaviors. The five-factor model is comprised of five personality dimensions (OCEAN): (Caprara, et al., 2001) Openness to Experience, Conscientiousness, Extraversion, Agreeableness, Trend of Research on Personality Traits using and Neuroticism. Psychologists believe the five Five Factor Model (FFM) with Special Reference common personality traits are extrovert, neurotic, to Google Scholar open, agreeable and conscientious. Someone with an 1Mary Jansi. A. 2Dr. S. Anbazhagan open personality tends to be artistic, inventive and curious. Extroverts are described as being full of 1Ph.D Scholar, 2Associate Professor, Holy Cross College of energy, outgoing and are often viewed as the life of Education, Trichy-620002 the party. Conscientious individuals live with a 2Department of Life Long Learning, Bharathidasan purpose. They are dedicated, focused and ambitious. University, Khajamalai Campus.Trichirappalli-620023 Neurotic personalities tend to be very nervous, worrisome and on edge. Agreeable individuals are Abstract cooperative, compassionate and very accepting. The paper analyses personality traits using Five Factor These traits can directly affect a person's overall Model (FFM) or ‘Big Five’ Factors from the data quality life and can even affect how their body

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 54 overcomes illness. The author has analyzed the data Table 2: Author wise distribution of research and interpreted the research trends in personality papers. traits and Five Factor Model. Background of the Study Percen Authorship Count tage The author used Google Scholar because it is one of Single 27 19.29 the most useful researches and academic tools Two authors 55 39.29 available to students online with free of cost, customizable and no sign up is required. It is still a More than two authors 58 41.43 great tool for comprehensive searching of scholarly Total 140 100.00 literature. The First 140 Bibliographic data is used. The three search terms ‘Personality Traits’ ‘ Five Factor Among the 140 articles fifty five articles are single Model’ and Combined search term as ‘Personality authored articles, and 113 articles are two or more Traits’ and ‘Five Factor Model’ authors. Combined and more than two authors attract more citations than the single authored papers. Methods and Materials Table 3: Publisher wise distribution of research Meta-analysis is the statistical procedure for papers combining data from multiple studies. (Erika A.Patall) When the effect varies from one study to the next, Publisher Count Percentage meta-analysis may be used to identify the reason for the variation.. Meta-analysis, by contrast, applies Elsevier 35 25.00 objective formulas (much as one would apply statistics American Psychological to data within a single study), and can be used with any Association 34 24.29 number of studies. Meta-analyses are used in grant Wiley Online Library 20 14.29 applications to justify the need for a new study. The Guilford Press 7 5.00 meta-analysis serves to put the available data in context and to show the potential utility of the planned study. Springer 7 5.00 The graphical elements of the meta-analysis, such as other publishers 34 24.29 the forest plot, provide a mechanism for presenting the No publication mentioned 3 2.14 data clearly, and for capturing the attention of the reviewers Total 140 100.00

Description of the Meta Data The renowned publisher Elsevier contributes the higher number of articles the American psychological The search was done using the key words and the data association. It is encouraging to find Elsevier that harvesting was carried out in the form of CSV Files. publishes certain articles abiding to open access policy. They are analyzed using advanced excel sheets. Table 3: Keyword search wise distribution Table 1: Year wise distribution of the research papers in Google Scholar

No. of Year Papers Percentage 2001-2010 68 48.57 1991-2000 55 39.29 1981-1990 12 8.57 Total 140 100.00

The study revealed that there are steady growths in the The two key terms of search have received significant contribution of the number of articles to the Google results in the search terms in Google scholar. So the search terms of both (five factor level and personality scholar as the year go by. It shows that the open traits) have received nearly 50% of the search results in knowledge initiative is responding. the first seven pages of the search results in Google scholar.

Analysis and Interpretation

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 55 The growth of urban population in From the interpretations, it is found that tiruchirappalli city with the concept of smart city- A study  Elsevier, American Psychological Association, Wiley Online library had contributed a sufficient Fouzia Kousar. A number of articles and the search engine Assistant Professor in Economics, optimization is good to find the articles in from Holy Cross College (Autonomous), pages of Google scholar. Tiruchirappalli – 02  The second observation is that single authored Abstract papers receive fewer citations and find less search results in Google scholar than that of the multi In this article the researcher analyses the growth of authored paper. urban population which leads to smart city and also it  The highly cited paper is from Elsevier. highlights the significance of Tiruchirappalli District has given top preference by the majority of the people. Conclusion The main objective of the article is to study the growth of urban population in the city and analyse the reason This paper helped the author conclude the relevance of behind the concept of Tiruchirapplli as a smart city. the title and the search she used are of recent importance. The research outputs during the years Key words: Urbanization; Population; Smart City have increased significantly in the above topic. The publication by the single author receives less citation Introduction than the two and more authors. The subject key words relevance and the five factor model too have received According to the Oxford dictionary the meaning significant relevance as the research term brought of population is the total number of persons significant number of results. The publications such as inhabiting a country, city or any district or area. Elsevier, American Psychological Association, and Urban population growth (annual percentage) in Wiley Online Library publications have contributed India was last measured at 2.38 in 2015, according more articles in the field of the five factor model and to the World Bank. Urban population refers to personality traits. people living in urban areas. In underdeveloped countries, rapid population growth would increase Reference the pressure of population on land, leading to mass unemployment and underemployment which 1. Caprara, G. V., Barbaranelli, C. & Guido, G., 2001. in turn reduces the per capita income, results in Brand personality: How to make the methaphor fit?. poor standard of living and less capital formation. Journal of Economic Psychology, 22, pp. 377-395. Urban migration is the process of people moving from rural to cities by mid 1970. Since then every 2. Erika A. Patall - Department of Educational year migration numbered 250,000 people to urban Psychology - The University of Texas at Austin, areas. Austin, TX 3. Digman, John M. 1990. Personality structure: According to Indian administration, urbanization Emergence of the five-factor model. Annual is defined as, all statutory places with a Municipality, Review of Psychology 41.1: 417–440. Corporation, Cantonment board, or Notified town area committee and all places satisfying the following three 4. McCrae, R. R., & Costa, P. T., Jr. (1996). Toward criteria simultaneously: (i) a minimum population of a new generation of personality theories: 5000; (ii) at least 75 percent of male working Theoretical contexts for the five-factor model. In population engaged in non-agricultural pursuits; and J. S. Wiggins (Ed.), The five-factor model of (iii) a population density of at least 400 per sq.km personality: Theoretical perspectives (pp. 51-87). (1000 per sq. mile). Likewise, Tiruchirapplli city is New York: Guilford fulfilling the norms of Indian administration. A smart 5. McCrae, Robert R., and Oliver P. John. 1992. An city is an urban development vision to information and introduction to the five-factor model and its communication technologies (ICT) to enhance quality, applications. Journal of Personality 60.2: 175– performance and interactivity of urban services, to 215. reduce costs and resource consumption and to improve contact between citizens and government. Tiruchirappalli city Municipal Corporation has been ranked first among twelve cities for the implementation of Smart City project in Tamil Nadu. In this

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 56 phenomenon the researcher has discussed the above concepts.

Background of the study

Tiruchirappalli City Corporation consists of Tiruchirappalli, Srirangam and Golden Rock Municipalities, five Town Panchayats and six Village Panchayats, Tiruchirappalli City, City Corporation was upgraded from selection grade municipality to corporation in the year 1994. The few main functions of this city municipal corporation include the urban and town planning, slum improvement and up-gradation, urban poverty alleviation, water supply for domestic and commercial purpose and public health. The author highlights how far this city corporation has made a change in growth of population in this paper.

Objectives

 To analyse the surging growth of urban population in Tiruchirappalli city  To understand the reason behind the concept of Tiruchirappalli as a smart city

Methodology The present study undertaken by the researcher is based on the secondary data. Data and resources were gathered from journals, text books, official reports and web search. The limitations of the study were restricted to secondary data.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 57 Analysis and Interpretation Tiruchirappalli City Economy Population Trend of Tiruchirappalli City Tiruchirappalli city’s major economic activities are trade and commerce, tourism related activities and industrial activities. Important industries are BHEL, OFT, HAPP, Golden Rock Railway Workshop, three industrial estates of SIDCO, one industrial complex of SIPCOT and other industries including cotton and textile, milling, cement, tobacco.

Smart City and Tiruchirappalli

A city equipped with basic infrastructure to give a decent quality of life and a clean and sustainable environment through the application of some smart solutions. “Transforming Tiruchirappalli, the heart of the state’s transportation network into ‘Transportation Hub of The table shows the results of trend position of the Tamil Nadu’ with state of art infrastructure, enhanced population in Tiruchirappalli City from 1901 to 2011. inter and intra city connectivity and excellent quality of The year 1921 shows a negative all over India. There life with clean, green, safe and pedestrian friendly was a gradual increase thereafter few decades, in 1951 environment, taking inspiration from its cultural and a peak of urban population growth as all knows historic heritage to create a strong economy based on because of independence. All over the world, urban Tourism, education and industries”. population growth has started to grow a remarkable The smart cities challenge in Tamil Nadu has two main difference since 1971. After globalization reforms the contenders out of the 12 selected, Tiruchirappalli trend revealed that decreasing effect again in the year placed number two after the capital city of Tamilnadu 2011 it has started to show its prosperity level. Chennai. The rest of the cities were Tirunelveli, Dindigul, Tanjour, Tiruppur, Salem, Vellore, Coimbatore, Madurai, Erode and Thoothukudi.

Vision towards Smart city . City to commute with comfort . Digitalized City – E Bus stops . Clean & Green City . Regional Heart of Transit Network ( Integration of Bus stand with Railway Junction) . Non Motorised Transport . Education – E-library at public places . IT Connectivity- WIFI hot spots at all public places . Healthy City – Health monitoring Apps (Two wheeler Ambulance) . Employment opportunity for Economically weaker Section

Figure 1 Goals towards Tiruchirappalli as Smart City The figure 1 depicts that urban population of Tiruchirappalli has been annually increasing with a . It is going to concentrate on area based consistent level. As the country’s population increases development programmes. and growth of urban cities also get increases. After . To maintain tourist places with attractions, Tiruchirappalli became the city corporation from events and facilities around themes of heritage, municipal city, it has performed well defined functions culture, art and food. and pre planned implementation of government actions . Development of Cauvery riverfront path. made the people attract more towards it.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 58 . Retrofitting of water supply, sewerage systems, The Influencing factors on purchase of Green solid waste management, Energy supply and Products efficiency and IT connectivity. 1A.John Mathew Conclusion 2Dr. S. David Amirtha Rajan 1Phd Researcher, Madurai Kamaraj University, Madurai. 2 The growth of population of Tiruchirappalli would lead HOD of Commerce Department, American College, to more infrastructure, huge investment of funds. The Madurai. government has to establish an effective working group of residents that centrist, a good cross section, and Abstract without political interference to protect the economy with actions towards a smart city. Today, global warming, perhaps is one of the major threats towards the planet. The weather is changing and References disasters are happening all over the places. People are now more concerned with ways to protect the environment. For instance, consuming green products Books: is one of the key initiatives that could be carried out by 1. R. Ramachandran, urbanization and urban consumers. There has been many researches conducted system in India, Oxford India paper backs. in this area, however, there is limited research worked 2. P. S. Lamba & S. S. Solank, Impact of on Indian context. Hence, the objective of this study is urbanisation and industrialisation on rural to examine the factors that influence consumers to society purchase green products in Bangalore, India. The 3. B. Batacharya, Urbanization, urban questionnaire results conducted with 500 consumers of sustainability and the future cities Green Bathing Soaps (GSB) in Bangalore are evaluated statistically. According to the results of the Reports & News Papers: analysis, different influencing factors have a great impact on the purchase of greener products. 1. Conversion of City Corporate Plan to Business Plan for Tiruchirappalli City Corporation, Final Keywords: Green products, Green marketings Report June 2007 , ICRA Management Consulting Services Limited Introduction 2. Economic Appraisal 2003-04, 2004-05, Evaluation and Applied Research Department, Green marketing becomes a major trend in today’s Government of Tamil Nadu. business world, but this trend is still new in Asian Internet countries such as India. Nowadays, Asian countries 1. http://whatisitwellington.com/2013/07/28/smart become the primary target market by international -city-1-11-conclusions/ marketers due to the increase of environmental 2. http://www.livechennai.com/detailnews.asp? awareness and the purchasing power of Asian newsid=22212 consumers (Noor & Muhammad, 2012). Besides that, 3. http://www.census2011.co.in behavior and practice of consumers as well as industry in production and marketplace changed due to the 4. http://en.wikipedia.org/wiki/Demographics_of_I increasing awareness on environmental issues (Barber ndia#Literacy_rate_in_India et al., 2012). However, the local and international 5. en.wikipedia.org/wiki/Urbanisation_in India marketers are facing difficulties in developing adequate and effective marketing strategies caused by lacking of Online journals: information related to the green purchase intention of the consumers in that particular country (Amman et al., 1. J.INDIRANI*; S.SUBA**; R.GAYATHRI, 2012). There are various factors influencing the RURAL – URBAN MIGRATION: A GENDER purchases of Green Bathing Soaps such as the source PERSPECTIVE ANALYSIS International of awareness on Green Bathing Soaps and various Journal of Social Science & Interdisciplinary groups influencing in the purchase of green products. Research Vol.1 Issue 12, December 2012, ISSN This study is based the opinions of the family 2277 3630 members, various brands and attributes of Green Bathing Soaps and various groups in regards to 2. http://www.Tiruchirappallicorporation.gov.in/d purchase of Green Bathing Soaps. oc/SCP_E.PDF Objectives of the Study

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 59 . To know about the various influences faced Table 1 Source of awareness on GBS by the customers of green products in purchase of Green bathing soaps. . To study how the purchasing patterns change before, during and after purchase. . To critically view the challenges faced by firms in adopting green marketing techniques. . To suggest solution on the basis of the findings of the study.

Limitation of the Study

. The sample size is 500. And it does not represent the whole population. . The period of the study is very short.

Scope of the Study Table 1 reveals that out of 500 sample respondents The researchers had collected the primary data by majority 301 (60.2 %) respondents have TV taking surveys from those who frequent the advertisements as their main source of awareness. 86 commercial malls. ( 17.2 %) respondents have radio advertisements , 36 ( 7.2 %) respondents have friends & relatives , 29 (5.8 Research Methodology %) have banners and 19 ( 3.8 %) respondents have posters as their sources of awareness. Research is a scientific and systematic way of searching for the correct information on a specific Source of awareness on GBS Special offers topic. The purpose of research is to seek solutions to problems through the application of scientific Generally people are willing to purchase more during methodology, which guarantees that the information is special offers and rebates. The respondents learn about reliable and unbiased. special offers for GBS from various sources. The distribution of the sample respondents on the basis of Method of sampling their source of awareness on GBS special offers is presented in table 2 The researchers have used convenience sampling method. A convenience sampling is a non- probability Table 2 Source of awareness on GBS Special offers sampling technique where subjects are selected because of their convenient accessibility and proximity Sl. Sources Number of Percenta N Respondents ge to the researcher. o 1 Through Mail 123 24.6 Tools of Analysis 2 Through Telephone 101 20.2 3 Through 80 16.0 To analyze the primary data the researcher has used the E-Mail following tools; 4 Through SMS 89 17.8 5 Others 107 21.4  Percentage analysis Total 500 100  Friedman test From table 2, it is clear that out of 500 sample  Factor test respondents’ 123 (24.6 %) respondents gather awareness on GBS special offers through mail, 21.4 Source of Awareness on GBS per cent of the respondents got awareness through other sources, 20.2 per cent of the respondents through The respondents were asked about the various sources telephone, and 17.8 per cent of the respondents through of awareness on GBS. The respondents collect as much SMS. information from various sources before making the purchase decision. The distribution of the sample Opinion of the influencing Power of GBS respondents on the basis of their source of awareness on GBS is presented in table 1.

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 60 Respondents were asked to indicate whether GBS they Group Influence on the Purchase of GBS buy has the power to influence them. The results of the same are displayed in table 3 H0: There is no significant difference in the respondents rank-ordered preferences towards various group Table 3 Opinion of the influencing Power of GBS influences on the purchase of GBS.

Sl. No. Opinion Number of Percentage Friedman test is used to rank the various group influences Respondents on the purchase of GBS. In this method, the respondents 1 Yes 351 70.2 are asked to rank all the group influences such as The Professional Groups, The Gender Groups, The peer 2 No 149 29.8 Groups, The Religious Groups, The Educational Groups, Total 500 100 The Language Groups, Cultural Groups, Economic Status Groups, Social Status Groups and Informal groups. The It is apparent from Table 3 that the majority 351 scores for each group influence are ranked, and the mean (70.2%) respondents are of the opinion that GBS has ranks of the various groups are compared. the power to influence them and 149 (29.8 %) respondents are of the opinion that GBS do not have Table 5 Friedman test for Group Influence on the the power to influence them. Purchase of GBS

Influence of Family members to buy GBS: Respondents were asked to indicate whether their family members influence them to buy GBS. The results of the same are displayed in table 4

Table 4 Influence of Family members to buy GBS

Sl. No. Opinion Number of Percentage Respondents 1 Yes 336 67.2 2 No 164 32.8 Total 500 100

It is clear from Table 4 that the majority 336 (67.2%) respondents are of the opinion that their family * Significant at one per cent level members influence them to buy GBS and 164 (32.8 %) respondents are of the opinion that their family members do not influence them to buy GBS. According to table 5 the p value of the Friedman test is An attempt was made in the present research to less than 0.01 for mean rank of preferences towards measure the degree of various influencing factors on various groups influence on the purchase of GBS. various features of GBS such as The Smart Size , The Hence the null hypothesis is rejected at the 1 per cent High Quality , Produced Locally , Valuable level. It concludes that there is a significant difference information on the package , The Fascinating Colour , in the respondents rank ordered preferences towards The Popularity of the Brand , The Pleasant Fragrance , various groups influence on the purchase of GBS. The The eye- catching appearance , Medicinal ingredients , results of the analysis indicate that there was a Traditionally Handmade , Non- alcoholic base , significantly more favorable ranking for “The Transparent Green bar , Delightful packing , Educational Groups” (5.99), followed by Economic Comfortable size , Skin Friendly ingredient , Status Groups (5.73), the peer Groups (5.72). The least Ayurvedic Formulation , No animal Fat , Superior ranked group influence by the respondents is the social foam , Dermatologically Tested , Non – toxic nature , status group (5.10). Non-chemical content , No dangerous side effects , Cost effective , Economy in Usage , Universally Influencing Factors in a change in Purchase accepted material , Medicinal Nature .The responses Behavior are tabulated in table 6

Table 6 Influencing Factors in change in Purchase Behavior

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 61 respondents (51.2%) agreed that father is the key influencing factor. On measuring the influence of “High quality” of GBS 176 (35.2 %) respondents are of the opinion that mother is the most influencing factor. On analysing the feature “Produced Locally”, 121 (24.2 %) respondents agreed that mother is the influencing factor. With regard to “Valuable Information” 95 (19.0 %) respondents agreed that mother is the influencing factor. With regard to the GBS feature “The Fascinating Colour” 87 (17.4 %) respondents agreed that mother is the influencing factor. On comparing the feature “The popularity of the brand” 226 (45.2%) respondents agreed that father is the key influencing factor. With regard to the GBS feature “The Pleasant Fragrance” 174 (34.8 %) respondents agreed that mother is the influencing factor.

With regard to the GBS feature “The eye catching” 114 (23.8 %) respondents agreed that mother is the influencing factor. With regard to “Medicinal Ingredients” 130 (26.0 %) respondents agreed that mother is the influencing factor. With regard to “Traditionally Handmade” 142 (28.4 %) respondents From table 6 it is clear that out of 500 respondents with agreed that mother is the influencing factor. With regard to the “Smart Size” of GBS most of the

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 62 regard to “Non alcoholic” 141 (28.2 %) respondents influencing factor. With regard to “Dermatologically agreed that father is the influencing factor. tested” 131 (26.2 %) respondents agreed that father is With regard to “Transparent Green Bar” 106 (21.2 %) the influencing factor. With regard to “Non Toxic respondents agreed that mother is the influencing nature” 110 (22.0 %) respondents agreed that mother is factor. With regard to “Delightful packing” 145 (29.0 the influencing factor. With regard to “Non chemical” %) respondents agreed that father is the influencing 111 (22.2 %) respondents agreed that father is the factor. With regard to “Comfortable Size” 98 (19.6 %) influencing factor. With regard to “No dangerous side respondents agreed that father is the influencing factor. effects” 117 (23.4 %) respondents agreed that father is With regard to “Skin friendly” 110 (22.0 %) the influencing factor. With regard to “Cost effective” respondents agreed that mother is the influencing 121 (24.2 %) respondents agreed that mother is the factor. With regard to “Ayurvedic Formulation” 126 influencing factor. With regard to “Economy in Usage” (25.2 %) respondents agreed that father is the 113 (22.6 %) respondents agreed that father is the influencing factor. With regard to “No animal fat” 114 influencing factor. With regard to “Universally (22.8 %) respondents agreed that father is the accepted material” 98 (19.6 %) respondents agreed that influencing factor. With regard to “Superior foam” 102 mother is the influencing factor. With regard to (20.4 %) respondents agreed that father is the

“Medicinal Nature” 112 (22.4 %) respondents agreed that mother is the influencing factor.

Table 7 Influencing Factors in Choosing various brands of GBS

soap. Thus the companies must make an effort to attaract the families to buy the green products.  The smart size and high quality have been rated as high influencing factors in purchase of the green products, therefore the companies has to develop the smart size and maintain high quality as regards the green products.  Since the Educated are the main group of influence in purchase of green products, the promotion of the green products has to be carried in and around the educational institutions.  The great source of awareness is derived from the television advertisements. Thus, the companies have to frequent the level of advertisements in television. From table 8 it is clear that out of 500 respondents with  The customer also derives awareness about regard to the GBS brand “Neem” 227 (45.4 %) special offering through the E-mail, thus,the respondents agreed that they were influenced by their companies of green products have to explore more father and 106 (21.2%) respondents were influenced by possibilities of customizing the offer messages to their mother. On comparing the various influence of the individual customers. the brands “Fiama” 147 (29.4 %) respondents were influenced by their mother. For Vivel 112 (22.4 %) Conclusion respondents were influenced by their mother. With regard to the brand “Chandrika” 147 (29.0 %) Consumer purchase behavior is affected by many respondents were influenced by their mother. For the uncontrollable factors. The study of the factors brand “Margo” 129 (25.8 %) respondents were affecting consumer purchase behavior not only helps to influenced by their mother and 118 (23.6 %) were understand the past but even predict the future. The influenced by their father. For the brand “Medimix” underlined factors pertaining to the tendencies, attitude, 164 (32.8%) respondents were influenced by their various groups, Brands and priorities of people play a father. For the other GBS brands 151 (30.2%) were vital role in purchase of Green Bathing Soaps. influenced by their father. Reference Suggestions  The Parents of the customers have a great 1. Aman, A. H. L., Harun, A., & Hussein, Z. (2012). influence on the purchase of the green bathing The influence of environmental knowledge and

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 63 concern on green purchase intention the role of could lead to a fall in demand for the skin and hair care attitude as a mediating variable. British Journal of products of Dabur. Art and Social Sciences, 7 (2), 145 – 167. 2. Barber, N., Kuo, P. F., Bishop, M., & Goodman, R. (2012). Measuring psychographics to assess Company Overview purchase intention and willingness to pay. Journal of Consumer Marketing, 29 (4), 280 – 292. Dabur India Limited (Dabur or ‘the company’) is a fast 3. Kawitkar, S. S. (2013). Impact of eco-friendly moving consumer goods (FMCG) company that products on consumer behavior. International manufactures and markets ayurvedic and natural Indexed & Refereed Research Journal, 40, 42 – healthcare products. The company sells its various 44. products through its five flagship brands across natural healthcare products, premium personal care, digestives, Noor, N. A., & Muhammad, A. (2012). Emerging 4. fruit-based beverages, and fairness bleaches and skin green product buyers in Malaysia: Their profiles care categories. The company operates in Asia, Africa, and behaviors. Clute Institute International the Middle East, North America and Europe. It is Conference, June, 2012, Rome, Italy headquartered in Ghaziabad, India and employed 6,154 5. Saleki, Z. S., & Seyedsaleki, S. M. (2012). The people as of March 31, 2013. main factors influencing purchase behavior of organic products in Malaysia. Interdisciplinary The company recorded revenues of INR61,761.2 Journal of Contemporary Research in Business, 4 million ($1,130.2 million) in the financial year ended (1), 98 – 116. March 2013 (FY2013), an increase of 16.4% over 6. Shahnaei, S. (2012). The impact of individual FY2012. The operating profit of the company was differences on green purchasing of Malaysian INR9,174 million ($167.9 million) in FY2013, an consumers. International Journal of Business and increase of 16.6% over FY2012. The net profit was Social Science, 3 (16), 132 – 140. INR7,634.2 million ($139.7 million) in FY2013, an 7. Sinappan, P., & Rahman, A. A. (2011). increase of 18.4% over FY2012. Antecedents of green purchasing behavior among Malaysian consumers. International Business Swot Analysis Management, 5 (3), 129 – 139. Dabur is a FMCG company that manufactures and markets ayurvedic and natural healthcare products. The Swot Analysis Report on Dabur India Limited company is one of the largest Indian consumer goods companies. Strong market position imparts distinct Dr.A.Kanmani Joan of Arch competitive advantage to Dabur and facilitates revenue and business expansion growth prospects for the Assistant Professor of Commerce company. However, Dabur faces stiff competition from K.N.Govt.Arts college for women, international players like Colgate-Palmolive and Unilever against their respective brands. With their Thanjavur much higher penetration rates, room for growth is very limited for the company. Abstracts: Strengths Changing cosmetic trends are changing in todays world. The author has studied the Davur india Private Strong market position - Dabur is one of the largest Ltd. Beauty conscious consumers are increasingly Indian consumer goods companies with interests in using new technologies such as advanced dermatology, hair care, oral care, health care, skin care, home care cosmetic surgery, hair transplant and other treatments and food sectors. Dabur was ranked among India’s top to enhance their beauty. Not only are the results from 30 brands in 2013 by an industry source specializing in these treatments instant, but they are also long lasting. brand services and activities. It was also ranked among The Indian cosmetic surgery industry is witnessing India's top 500 companies in 2012 released by a significant growth, triggered by increasing consumer business newspaper. Dabur has a strong presence in awareness, direct marketing and advertising many of the FMCG categories. The company holds campaigns, and technological advances in surgical and number one position in several categories, including air non-surgical procedures. Non-surgical markets (e.g. fresheners (with 40% market share), skin care– injections, dermal resurfacing and micro- bleaches (50%), honey (50%), fruit juices (55%), dermabrasion) register gains based on consumer ayurvedic tonics (67%) and herbal digestives (56%) preferences for less invasive treatments. This could with key brands such as Odonil, Fem, Dabur Honey. reduce dependence on traditional beauty aids, which

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 64 Real Fruit Juices and Real Activ, Dabur Chyawanprash category. Overall, the company commands almost 90% and Hajmola. Dabur also holds the number one of the herbal digestives market share in India with its position in mosquito repellant creams category with the various offerings. With a strong presence in such niche Odomos brand. Furthermore, the company commands product categories, Dabur has very low/negligible second position in glucose category (25%) with its competition in the above-mentioned markets. Dabur Glucose brand, and in toilet cleaners category with Sanifresh brand. Dabur is the third largest Focus on innovation and new product launches - company in hair care category (12%) with Dabur Amla Despite enjoying a market leadership position in hair Oil, Vatika hair oil and Vatika Shampoos brands several of its product categories, Dabur has always and in the oral care category (13%) with Red been focused on innovating to meet its ever-changing toothpaste, Babool, Meswak and Red toothpowder consumer preferences. For instance, the company brands. Outside India, the company’s hair oil market renovated its oral care portfolio from toothpowders to share in Saudi Arabia increased from 63.4% in FY2012 toothpastes in order to meet the changing demands. to 65.7% in FY2013. Dabur also witnessed increase in its market share in the hair creams category to 27.7% During FY2013, the company introduced more than 25 in FY2013 compared to 24.7% last year. new products and variants across categories and geographies. Some of these launches in India included In the UAE, the company’s hair creams market share Babool Salt toothpaste, air-freshening gels under increased to 26.5% in FY2013 from 23.4% last year. In Odonil brand, Gulabari Saffron and Turmeric Cold Egypt, Vatika is the number one hair oil brand while Cream and Lotion, Turmeric and Saffron-based Dabur Amla Hair Oil is the second largest hair oil bleaches under the brand Fem, new variants of brand. Strong market position imparts distinct packaged juices under the brands Real and Activ, and competitive advantage to Dabur and facilitates revenue Anardana variant in Hajmola. The company also re- and business expansion growth prospects for the launched its personal care brand Dabur Amla hair oil, company. and health rejuvenator and energizer brand 30-Plus with an enhanced formulation. Presence in the niche natural/herbal segment - The Indian FMCG industry consists of several Indian and Internationally, Dabur launched several new products, international companies with major presence in food including Vatika Henna based Hair Colors, Vatika and beverage, personal care, oral care, home care or Black Seed Oil, Dabur Medicated Toothpaste, Vatika OTC pharmaceuticals space. Dabur, on the hand, has Hair Serums, Curls Unleashed range and others. Earlier made its strong presence felt in the niche space of in FY2012, Dabur launched more than 40 new natural and herbal products space, not just in the products and variants across geographies, including domestic market, but also internationally. Dabur is not Dabur Almond Hair Oil, mixed fruit flavored variant of just the fourth largest FMCG company in India, but the flagship health supplement brand Dabur also the world's largest Ayurvedic and natural Chyawanprash, premium face masks and scrub under healthcare company. Dabur Uveda, a range of professional facial products and body bleach under the brand Fem, and Vatika Hair The company has a strong portfolio of niche products Gel in its overseas market. that include branded honey, health tonics and herbal digestives. Dabur has been a pioneer in the Indian Each of the new launches was well-researched and test- market with each of these product offerings. Honey, marketed before launching in the market. For instance, typically used in home remedies in most Indian homes, during FY2013, the company developed new flavors is positioned as a breakfast spread with health benefits for fruit juices such as tender coconut water and kokam by the company. Currently, the company commands drink under the brands Real and Activ to target the 75% of the Indian branded honey market. Dabur ethnic drinks market. Dabur also carried out R&D in Chyawanprash, another pioneering product offering in air care, hard surface cleaners, repellents and fabric the health tonics segment, is based on a 2,500-year-old care categories, as well as for enhancing the existing Ayurvedic formula. Today, the product is offered in product range and introduction of new products in hair several variants and flavors, each catering to the unique care, hair oils, skin care and oral care in Indian and needs of its niche consumer segments, including kids, many overseas markets.The company plans to extend diabetics and the calorie-conscious. fruit juices in other fruit related categories, and to develop other options of culinary paste like ready to Dabur Chyawanprash is the market leader in the Indian cook gravies/mix like Indian, continental, oriental etc health tonics space with over 65% of market share. In in the future. It also plans to develop new products in the herbal digestives space as well, Dabur is the home care and personal care products. A keen focus on pioneer and also the number one player with its continuous innovation is helping the company bring to Hajmola offerings. The Hajmola brand commands market newer products and newer versions of its nearly 60% of the market share of digestive tablets existing products. While the company already

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 65 commands market leadership in most of these product categories, continuous innovation is helping the At the same time, Dabur's interest expenses and company avoid competition in its niche products space. finance charges also increased by nearly 15% and 35% in FY2013, respectively, over FY2012. A cumulative Strategic acquisitions - During FY2011, the company effect of the increasing finance charges and tax rates made its first overseas acquisitions, thus embarking on has led to a sluggish increase in the profit after tax an inorganic growth path. In Turkey, Dabur made its margin of the company during the year. This first overseas acquisition, Hobi Kozmetik Group, a continuous increase in tax rates could seriously impact personal care products company that markets a wide the company's otherwise healthy margins in the long range of hair care, skin care and body care products. run and increase the burden on its operational Through the acquisition, Dabur gained access to the performance. company's Hobby and New Era brands. Hobi is a leader in the Turkish hair gel category with a 35% Opportunities share, while it also has sales spread across 35 countries, including the Middle East and North Africa. Low penetration levels in rural India to offer room for The acquisition added a complementary product growth across consumption categories. Unlike in the portfolio to Dabur's existing one, besides allowing it to more developed Western markets, the Indian market expand its scale of operations and strengthen its has a huge untapped rural market that is continuously presence in the Middle East and North African region. offering opportunities for growth in the consumer goods sector. Rising income levels and efforts by In 2011, Dabur acquired Namaste Laboratories, a marketers to tap the consumer base at the bottom of the Chicago, US-based company that markets a specialized pyramid are paying off to create opportunities in rural range of hair care products to the people of African India. descent. Namaste is one of the largest players in the ethnic hair care segment in both US and African As per the latest estimates of Central Statistics Bureau markets. The acquisition not just added a niche hair (CSB) of India, the per capita income of Indians has care product to Dabur's portfolio, but also expanded its been recording a double-digit growth over the past few presence in Sub-Saharan Africa. Namaste, with its years. The per capita gross national disposable income wide range of products developed with natural grew at a CAGR of more than 15% during FY2010–12. ingredients, is a strategic fit into Dabur's existing At the same time, the Indian FMCG sector grew by portfolio of natural/herbal products. 16.2% in rural India to reach INR633 billion ($11.6 billion) in 2012. While the growth in FMCG sector in During FY2013, Hobi Kozmetik Group accounted for urban India is recorded to be much higher at 16.7% 10% of international business sales. The company’s US during the same period, the low penetration rates in the business accounted for 22% of international business rural areas are of special interest to FMCG marketers. sales, primarily driven by acquisition of Namaste Laboratories. At present, Namaste Laboratories derives Products like shampoos, hair oil and toothpastes have around 70% of its revenues from the US and the rest very high penetration in urban India (57%, 80% and from markets like Africa, Europe, Caribbean and 77%, respectively). On the other hand, penetration Middle East. Such acquisitions complement Dabur's rates in rural India for the same products is much portfolio, offering it a strong platform to enter newer lower; 37%, 67% and 42%, respectively, for shampoos, product categories and markets. They also strengthen hair oil and toothpastes. The urban-rural penetration the company's international presence by opening up gap is much pronounced for products like mosquito immense opportunities in the newer growth markets in repellants (18% rural penetration versus 59%), instant the international arena. noodles (3% versus 19%) and floor cleaners (4% versus 26%). Low penetration rates, along with Weaknesses increasing personal disposable incomes of Indian, especially rural consumers, are leading to increased Increasing finance costs and tax charges - The demand for quality and branded goods. The growing company's taxes and tax rates have been increasing influence of media penetration is also being a key over past few years. The taxes of Dabur increased from influencer on lifestyle and consumption patterns, INR150 million ($2.7 million) in FY2004 to INR1,830 leading to immense market opportunities for FMCG million ($33.5 million) in FY2013, representing a players. compound annual growth rate (CAGR) of 32%. In FY2013 alone, the company’s tax expense increased Positive outlook for personal care market - The 24.8% over the past year. This, in turn, is leading to an personal care market has been expanding rapidly due to increase in the tax rates for Dabur over the years. the increasing purchasing power and growing During the year, effective tax rate for the company consumer interest. According to industry estimates, the increased to 19%, compared to 17% in FY2010. personal care market in India is growing at a rate of

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 66 13% per annum. In addition, the demand for cosmetics enjoys the market leading position in categories like and personal grooming products has been on the rise ayurvedic tonics, digestives, fruit juices and branded because of the increasing popularity of beauty contests, honey and bleach (skin care) markets, commanding increasing disposable incomes coupled with the boom more than 50% of the market value in each of these in the Indian fashion industry. According to industry markets. However, in the Indian oral care market, sources, the cosmetics market in India is growing at a Dabur has only a 13% share, while in the hair care rate of 20% annually. market, the company has about 12% market share. Dabur offers a range of personal care products such as Despite being one of the leading players in these shampoos, hair oils, rose water, bleaches, hair removal markets (oral care and hair care), the relatively lower products, fairness creams, cold creams, moisturizers, market shares reflect the intense competition in these clarifying creams, repair creams, anti-aging creams and product categories. face fresheners under Dabur, Vatika, Fem and Dabur Uveda brand names. It also offers professional Especially, in the oral care, Dabur faces stiff grooming products such as OxyLife facial kit, Fem competition from international players like Colgate- Queen’s Pearl Professional Facial Kit with oyster pearl Palmolive and Unilever against their respective brands extract, Fem Gold Professional Facial Kit formulated of Colgate and Pepsodent. Likewise, in the hair care with Real Gold particles, special anti-ageing properties category, the company's Vatika and Dabur Amla and other moisturizing ingredients, and Fem Turmeric brands compete with many top brands, including Body Bleach. Thus, positive outlook for the personal Sunsilk or Dove from Unilever. Besides these care products market indicates steady revenues for international brands that largely cater to the urban Dabur in near term. consumers in India, Dabur's hair care brands also face severe competition from the low-priced domestic brands like Chik from CavinKare and Parachute from Growing OTC pharmaceuticals market in India - Marico. Additionally, with much higher penetration The OTC pharmaceuticals market in India is growing rates in the oral care and hair care markets of India, at a steady rate. The OTC pharmaceuticals market both in the rural and urban markets, room for growth is consists of the retail sale of traditional medicines, very limited for the company, unless it aims to eat into cough and cold preparations (tablets, mixtures, the competitors’ shares through high product lozenges, topical remedies and inhalers), and differentiation. indigestion preparations (tablets, powders and mixtures), among others. According to MarketLine, the Conclusion: Indian OTC pharmaceuticals market totaled $1,834.2 million in 2012, representing a CAGR of 8.5% Changing cosmetic trends - Beauty conscious between 2008 and 2012. India accounted for 3.9% of consumers are increasingly using new technologies the Asia-Pacific OTC pharmaceuticals market value. such as advanced dermatology, cosmetic surgery, hair transplant and other treatments to enhance their beauty. Not only are the results from these treatments instant, but they are also long lasting. The Indian cosmetic The OTC pharmaceuticals market in India is estimated surgery industry is witnessing significant growth, to grow at a CAGR of 9.7% for the five-year period triggered by increasing consumer awareness, direct 2012–17. Dabur offers a range of consumer health- marketing and advertising campaigns, and OTC products such as memory enhancers, cough and technological advances in surgical and non-surgical cold medicines, rejuvenation medicines, gastro- procedures. Non-surgical markets (e.g. injections, intestinal, medicated oils, baby care products, women’s dermal resurfacing and micro-dermabrasion) register health products, and rubs and balms. The company also gains based on consumer preferences for less invasive offers digestive products. By leveraging its product treatments. This could reduce dependence on offering, the company can tap into the growing OTC traditional beauty aids, which could lead to a fall in pharmaceuticals market for its top line growth. demand for the skin and hair care products of Dabur.

Threats References:

Severe competition from international players in the  Annual report, Davur company Private Ltd. oral care and hair care categories - Although the company enjoys a market leading position in several of its niche product markets, such as herbal digestives and E - Tailing In India - An Overview health tonics, in several other FMCG categories including personal care and oral care, Dabur faces stiff 1Dr. J. J. Jeyakumari competition from both domestic and international K.N.Govt. Arts College for women, Thanjavur – 7. players. As per the latest industry estimates, Dabur

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 67 indiatimes.com, fabmart.com and rediffshopping.com. 2A.Victoria Subha Since many years from now, these websites have been 1 Research Advisor & Asst.prof. of Commerce able to retain their position due to their innovative 2K.N.Govt. Arts College for women, Thanjavur – 7. business strategies and supply chain model. Abstract Meaning and definition: The word E-tail has its Electronic retailing or E-tailing is the sale of roots in the word ‘retail’. Here the letter E stands for goods online. Companies like Amazon and Dell were ‘electronic’ since the shopping process happens the first to create the online retail industry by putting through the electronic media (internet). With the use of the entire customer experience—from browsing a web-space a virtual shop is created and the products products to placing orders to paying for purchases—on are displayed through images in this space with the the Internet. The success of these and other companies features and price tags. By accessing this shopping site encouraged traditional retailers to create an online a customer can choose his/her products into a cart. The presence to augment their brick-and-mortar outlets. payment to this product can be done in various modes This revolutionary way of selling goods and services as mentioned by the shopping site. The product would has also gained popularity in India. This study shows be delivered to the address specified by the customer. that the status of e-tailing in India, and its benefits and E-tailing or e-retailing refers to the selling of retail drawbacks. Few years back the technology brought goods electronically over the Internet. the shopping information in to the laptops, today it brings the products right to the doorstep. With the use The term is a short form for "electronic retailing", and of internet as a medium a person can buy products surfaced in the 1990s for being frequently used over from a virtual store (shopping website). Though the Internet. The term is an inevitable addition to other detractors to this technological advancement thought similar terms such as e-business, e-mail, and e- that this would take the joy off shopping, it has only commerce. E-tailing usually refers to the business-to- added a whole new perspective to shopping. consumer (B2C) transactions. E-tailing is gaining ground. In the year 2009, clothing and apparel Keywords: E-tailing, shopping, business segment clocked online revenues to the tune of $ 19.5 billion. Online retailing is classified into three main Introduction categories: Click – The businesses that operate only through the online channel fall into this category. Prominent E-Tailing is the process of selling retail goods using examples in this category include: Dell, Amazon.com the internet. It supports the concept of business-to- ande-Bay. business (B to B) transaction. With the introduction of Click and Brick – The businesses that use both the a huge range of e-tailing tools, it has become quite online as well as the offline channel fall into this convenient for the online business professionals to category. Common example includes: Barnes and manage their business in the most beneficial manner. Noble's. E-tailers is an online directory of e-tailers who are Brick and Mortar – This is the conventional mode of there to serve the consumers with the best quality retailing. The businesses that do not use the latest products at extremely reasonable prices. You can retailing channels and still rely upon the conventional compare the prices of products offered by the different mode belong to this category. e-tailers and make an intelligent choice. Steps involved in E-tailing The shopping process through internet media happens E-tailing has emerged as the sunrise industry in India. in 5 steps generally. That the steps to be followed by It has helped in bringing a consistent hike in the customer were, economy of the country. E -Tailing or E- Retailing . Customer visit: The customer accesses the market has become a blooming market in India and a website of the e-tailer through his/her mobile or PC or laptop. This visit is very critical to the e- huge population of business professionals has started tailer because it is this visit that would create an entering into the e-tailing domain with a great amount opportunity for a business. The simplicity of the site, the arrangements of the products in the site of excitement. These business professionals are ready and various other factors decide the first to invest a good amount of capital into their online impression of the customer. venture of selling the products and/or services. E- tailing is not only restricted to the e-commerce . Choice of product: Once the customer visits the websites but even auction sites that sell groceries, site he/she would choose a product based on the apparel, books, electronic items, CDs etc. Some of the image and valid information available on the web most popular E-Tailers in India include page. This information can include the price tag,

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 68 details about the product, availability/deliverable . It creates a new platform for goods from time span and even customer reviews on the different parts of the world which could be product. imported by placing an order. . Customers have a much wider choice at . Payment online: Once the customer chooses the their fingertips (many e-tail sites etc.). Thus product the next step would be to go through a the web creates a global bazaar style secure process of data exchange. The e-tailer may marketplace that brings together many provide a unique user account to the customer to consumers and many retailers. keep the transaction safe. Payments to the product . With web search capabilities (which need can be made online through credit or debit card or further development) it is easier to find the even cash on delivery basis where the customer types of goods a customer is searching for, pays the e-tailer when the product is delivered to catalogs are received passively, at the best him/her. of the retailer. . Customers can execute transactions via the . Product delivery: Once the order is placed with same medium the information is provided, the e-tailer the next process would test the so there is no disconnect between the desire efficiency of supply chain network of the e-tailer. to purchase and the ability to purchase. The delivery of the product would be based on the (Payment schemes are still evolving and availability of the product in the inventory closest to therefore this advantage is likely to become the customer’s delivery address. This process may more apparent in the future.) also involve shipment of the product. There are different methods used in this process. Some e- . E-tailers can use price discrimination more tailers just create a platform through a website efficiently (which may use coupons to lower where the business actually takes place between the certain "fixed" prices). E-tailers can use customer and a company (or business) who is a previous transactions to identify the client to the e-tailer. Here the e-tailer would just likelihood of products being purchased at take the commission on each product sold. certain price points. Typically an e-tailer may also choose to buy . E-tailers can change the product placement products that have potential demand and then (user display) based on previous display it on the site. In this case the e-tailer transactions, to increase the visibility of would have to take care of inventory expenses goods that the user is more likely to and also the entire procurement and disbursement purchase based on their close relationship cycle. with previous purchases. Thus placement can be designed based on the context of the . Customer feedback: Once the product is previous purchases. delivered to the customer the feedback from the customer is very much important. This is Drawbacks found in the E-tailing: primarily because of the absence of a real shopping store environment. The entire Most of the e-tailing ventures have not been as experience of the customer during the process profitable as they were expected to be, the primary would be an indicator of the efficiency of e- reasons were: tailing. This experience of the customer can be . Security issues - Security issues hold the center accessed through proper customer service for feed stage when it comes to consumer concerns while backs and the problems faced by the customer shopping through the online media. A lack of should be corrected by the e-tailer. Late delivery, trust and privacy concerns prevent a lot of wrong product, damaged product etc can be some consumers from making online purchases. of the customer complaints which the e-tailer Consumers are also concerned with the use of would have to sort out. their personal data provided during the online transactions. Benefits of E-tailing . Customer retention - In e-tailing, an increase in . It reduces the space occupied by retail the customer retention by 5% leads to a outlets in the real world. corresponding increase in profits by 25%. Most of . It gives quick and easy access to a shopping the people buying on the Internet may not be as space at any time and from any place where loyal as those who buy from brick and mortar. there is access to internet. . It saves time of the customer that is spent on . Unsuitable for certain product categories – In travelling to a shopping place in real world. case of product categories that require relatively higher customer involvement, the e-tailing route

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 69 is found to be grossly inadequate in providing sufficient information to the customers. Examples . Myntra.com: This e-tailer sells Apparel, include retailing of products like clothes, branded footwear, accessories cosmetics etc. Most customers are comfortable with buying books and music on the Internet because the information required for making a . EBay: The re-tailer gives the Consumer purchase and the customer involvement is low. electronics products, fashion apparel, collectibles, sporting goods, digital cameras, baby . Shopping is still a touch-feel-hear experience - items, watches, coupons, etc. Some do not suffer from 'time-poverty' and shopping is still considered to be a family outing. . Homeshop18: Mobiles, cameras, home and Hence this type of an environment creates a kitchen appliances, jewellery, fashion products, problem of customer retention. health and beauty products . Indiatimes.com: This is one of the most popular . Complicated medium - Ease of use is a problem, portals encouraging the young audience to do as the web design may suffer from high excellent shopping. The professional team at complexity bordering on total chaos in some Indiatimes.com works with the sole aim of cases. helping in the improvement of the shopping experience of the customers residing in different . Navigation hiccups - E-tail stores do not have corners of the world. standardized designs in comparison to thephysical . FabMart: This is an e-tailer site which plays a retail stores and product catalogs. Therefore crucial role in bridging the gap between the rural different user behaviours (navigation schemes) and the urban India in terms of accessibility to a need to be learned for each e-tail store. This is a wide collection of brands; both national as well as temporary issue as the evolution of the web the international ones. FabMart follows a brilliant continues. online marketing strategy which ensures that best quality products reach each and every consumer residing in almost every corner of the world. . Website design flaws - Graphic presentation and . Rediffshopping.com: This has become one of the aesthetics may not be as compelling for a web site most successful online shopping firms in India. as in case of a physical retail store or a product The e-commerce site offers 100% genuine and catalog. This is a temporary issue that may high quality products at extremely reasonable resolve with the evolution of the web design. prices. You can get every product range wise from kitchen ware, apparels, sunglasses, . Limited access to the Internet - Not all jewellery, Gifts, mobiles, electronics, clothes and customers have access to the web, as they do to shoes etc. the postal system. This is a temporary issue as the evolution of the web continues. Factors for the growth of e-tailing in India • No rent or land costs. Popular and Top E-tailers in India • Enhanced communication with the client. Among the crowd of e-tailers functioning in India, a • Universal reach. huge population of e-tailers have been extremely • Effortless and joyful shopping.. successful in making a huge profit. Some of the most • Any time accessibility. popular e-tailers include the ones mentioned below:- • Prices can be compared. • No duplication of products . Flipkart.com: This is the one of top e-tailer they sells Books, mobile phones, digital cameras, Barriers to growth in e-tailing: laptops, watches, clothing and other products 1. Issues related to Customer Service, Distribution and Logistics - E-tailing tends to facilitate the . Snapdeal.com: This e-tailer mostly deals with business transactions, but unless the transaction the products like Mobiles, laptops, appliances, involves a digital product such as software or clothes, shoes etc. music etc., due emphasis should be given on prompt and smooth delivery of the products. . Fashion and you.com: This e-tailer deals with Majority of e-tailers focus on significant the Branded clothing, shoes, hand bags, watches, marketing efforts to attract customers in order to home décor, accessories for men and women execute transactions, but tend to ignore the important aspect of customer satisfaction through

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 70 a flawless delivery. It is important to follow However, compared to a credit card, PayPal is a through and ensure a smooth delivery to the much secure online payment service since credit customer. The companies can also use the web to cards numbers are not transmitted over the enhance the customer experience by allowing the internet. customers to track the status of the transaction. So it is not simply a case of allowing for delivery, c. VeriSign: VeriSign provides secure online but enhance e-tailing the delivery experience with payment options to facilitate online commerce. It the web. Once this relationship is formed (via the purchased Cybercash that offered multiple transaction), the e-tailer can follow up with a payment solutions to its customers. solicited marketing program to keep the customers engaged. Customer service should be For the online retail markets to grow to their full considered a high priority as it impacts the long- potential, a standard and secure medium of term relationship between the customer and the e- exchange needs to evolve so as to reduce friction tailer. Customer service should be proactive to in the virtual global market place. With respect to ensure prompt delivery leading to satisfaction the web, we need to develop a medium that with the product and subsequently offer a medium becomes a standard to increase the participation of dialog to the customer with the e-tailer. rates of e-tailers and consumers. Since credit Recently, more attention has been paid to the cards have taken a lead, they may become the delivery aspect of the entire transaction. standard. They do not facilitate micro 2. Issues related to the mode of payment – In the transactions, which clearly would open up new online medium, credit card transactions are fast markets that will be exclusive to the web. This is becoming the preferred mode of payment. Credit an area where we not only need to develop a card providers take a percentage of the medium to facilitate exchange, but also determine transaction, and this may be higher for the web, the likely goods (web content, music etc.) that than for a traditional retail store. The high will become viable for an online exchange. transaction cost is perceived as a risk premium because the e-tailer cannot capture the signature 3. Personalization vs. Privacy Issues – In an of the purchaser to remove any possibility of online environment, there is a conflict between credit card misuse in the online environment. the need for privacy on the part of the consumer, Other payment media include: and the need to be able to personalize the offering a. Smart Cards: Smart Cards are a more on the part of the e-tailer (aimed at providing a accepted form of payment across Europe, but due better experience to the consumer). Finding to the high penetration of credit cards in the US, equilibrium between the two is tricky. E-tailing Smart Cards have had a limited global impact. solutions that can simultaneously address both the Much discussion has taken place with regards to issues can make a significant impact on the the development of "smart cards" to facilitate growth of this segment. This also ties in with new online transactions. Smart cards allow for smaller payment systems that are developed, as the transactions and provide anonymity (ensuring payment (transaction) involves an exchange of privacy) to the consumer while making the the critical data. Issues relating to the ownership purchase. American Express is developing a of that data (after the transaction) and the rules smart card that would include a chip to allow the governing the use of that data are important. storage of digital data (transaction history and Many upcoming companies are offering monetary values). The use of Smart Cards also intermediary services focusing on certification of requires a "reader" be placed on a consumer's e-tailers and their use of the personal data machine for accessing the web (whether a PC or a collected from the customer during an online mobile device). This additional need of transaction. infrastructure acts as a barrier in its mass adoption Most current personalization solutions focus on by all the parties involved in the transaction be it personalization based on the user experience with the the consumer, the e-tailers or the payment individual web-site. Systems need to be developed that providers. allow for personalization across multiple web-sites or

b. PayPal: PayPal is a tool that facilitates the entire web and the connection between the e-tailer person 2 person (P2P) transactions in an online and its physical presence in case the customer visits environment such as the eBay (eBay now owns both. Other risks associated with e-tailing include the PayPal). This payment option allows the web security of the transaction and the integrity of the sites and individuals who do not accept credit business with which the customer transacts. The cards to process online transactions in an effective customer is justified in being concerned with the and efficient manner. Both the transacting parties security of the transaction data provided in an online are required to have their own PayPal accounts. transaction. Since the e-tailing environment does not

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 71 provide the same assurance as the physical world in foreign investors to make investment in India. The terms of the integrity of the business, e-tailers with an foreign investment can be made either in the listed unknown brand name need to make extra efforts to companies through financial markets called Foreign make sure the customer has confidence in the outcome Institutional Investors or by directly investing capital in of the transaction and their integrity the listed or unlisted companies in India called Foreign Direct Investment. Foreign direct investments Conclusion complement the domestic investments by increasing economic activities and capital formation, thus E-tailing has resulted in the development of E- bringing the new technology advance and making the tailware -- software tools for creating online catalogs domestic market more competitive. Foreign Direct and managing the business connected with doing e- Investment (FDI) plays more important role in progress tailing. A new trend is the price comparison site that of any developing country, especially like India. India can quickly compare prices from a number of different has been projected as the second most important FDI e-tailers and link you to them. E-tailing offers the destination after China. . FDI provides not only inflow consumers huge amounts of information in the form of of foreign funds and investments but also transfer of web sites with useful links to similar sites that allow advanced technology and skills, thus creating job consumers to compare products by looking at opportunities. Availability of highly qualified human individual items. The convenience of online shopping resource, huge untapped potential domestic markets is unmatched indeed. Shopping out of your home or and low-cost manufacturing, make India a favorable office reduces the stresses of waiting in lines and destination for foreign investors. dealing with irritating sales people. However, E-tailing India being a signatory to World Trade Organisation’s causes problems with fit, since the consumer cannot try General Agreement on Trade in Services, which the items on. Return policies may also act as turn offs include wholesale and retailing services, had to open and items can be difficult to return. The shipping and up the retail trade sector to foreign investment. There handling costs may turn the customers away. E-tailing were initial reservations towards opening up of retail requires technology savvy customers and this puts a sector arising from fear of job losses, procurement limit on its potential reach. We can see that E-tailing is from international market, competition and loss of emerging as an interesting phenomenon in the retail entrepreneurial opportunities. However, the industry that is on a rise despite the disadvantages government in a series of moves has opened up the associated with it. E-tailing in India can be a success retail sector slowly to Foreign Direct Investment if the e-tailers change their business models and (“FDI”). In 1997, FDI in cash and carry (wholesale) understand their customers more. with 100 percent ownership was allowed under the Government approval route. It was brought under the References automatic route in 2006. 51 percent investment in a single brand retail outlet was also permitted in 2006. This paper highlights the role of FDI in Indian 1. www.thinkrupee.com/articles Retailing Industry. 2. www.Blog.alrayeswebsolution.com 3. www.udel.edu Foreign Direct Investment 4. www.investopedia.com The Foreign Direct Investment means “cross border 5. Mediabuzz.com.sg investment made by a resident in one economy in an enterprise in another economy, with the objective of establishing a lasting interest in the investee Foreign Direct Investment in Retailing economy. FDI is also described as “investment into the business of a country by a company in another 1Dr.J.J.Jeyakumari, 2S.V.Soundaravalli country”. Mostly the investment is into production by either buying a company in the target country or by 1Research Advisor & Asst.Prof.of Commerce, expanding operations of an existing business in that 2Asst. Prof. of Commerce, country”. Such investments can take place for many PG & Research Department of Commerce reasons, including to take advantage of cheaper wages, K.N.Govt. Arts College (w), Autonomous, special investment privileges (e.g. tax exemptions) Thanjavur. offered by the country. FDI is a powerful instrument for growth and Introduction development. Its relevance is enhanced today by its role as the crucial engine of trade and by the critical Investment plays an important role in accelerating need to increase investment flows to boost the global economic growth of any economy. Indian economy economy, create jobs, and promote knowledge and opened up to the global world in 1991 by allowing productivity enhancements. FDI and international trade

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 72 serve as the twin engines of world prosperity. FDI and Retailing in India is one of the pillars of its economy trade are clearly driving the world economy. and accounts for about 22 percent of its GDP. The Indian retail market is estimated to be US$500 billion Econometric analysis suggests that a 10% increase in a and one of the top five retail markets in the world by nation’s two-way trade relative to GDP (e.g. an economic value. India is one of the fastest growing increase in exports of goods and services plus imports retail markets in the world. In 2010, large convenience of goods and services from 40–44% increases GDP by stores and supermarkets accounted for about 4 percent at least 1.6% through a variety of channels. Between of the industry and these were present only in large 1990 and 2010, two-way trade in goods and services urban centers. India's retail and logistics industry increased from 37% of world GDP to 56%, indicating employs about 40 million Indians (3.3% of Indian that world income is around 8% larger today than in population). Until 2011, Indian central government 1990 because of increased commerce. denied foreign direct investment in multi-brand retail, forbidding foreign groups from any ownership in Retailing supermarkets, convenience stores or any retail outlets. Even single-brand retail was limited to 51% ownership In 2004, The High Court of Delhi defined the term and a bureaucratic process. ‘retail’ as a sale for final consumption in contrast to a sale for further sale or processing (i.e. wholesale). A In November 2011, India's central government sale to the ultimate consumer. Thus, retailing can be announced retail reforms for both multi-brand stores said to be the interface between the producer and the and single-brand stores. These market reforms paved individual consumer buying for personal consumption. the way for retail innovation and competition with This excludes direct interface between the manufacturer and institutional buyers such as the multi-brand retailers such as Wal-Mart, Carrefour and government and other bulk customers. Retailing is the Tesco as well single brand majors such as IKEA, Nike last link that connects the individual consumer with the and Apple. The announcement sparked intense manufacturing and distribution chain. A retailer is activism, both in opposition and in support of the involved in the act of selling goods to the individual reforms. In December 2011, under pressure from the consumer at a margin of profit. opposition, Indian government placed the retail reforms on hold till it reaches a consensus. Retail Industry In January 2012, India approved reforms for single- . Organised Retailing brand stores welcoming anyone in the world to Organised retailing refers to trading activities innovate in Indian retail market with 100% ownership, undertaken by licensed retailers, that is, those who but imposed the requirement that the single brand are registered for sales tax, income tax, etc. These retailer source 30 percent of its goods from India. include the corporate-backed hypermarkets and Indian government continued the hold on retail reforms retail chains, and also the privately owned large for multi-brand stores. On 14 September 2012, the retail businesses. government of India announced the opening of FDI in . Unorganised Retailing multi-brand retail, subject to approvals by individual Unorganised retailing, on the other hand, refers to states. This decision was welcomed by economists and the traditional formats of low-cost retailing, for the markets, but caused protests and an upheaval in example, the local kirana shops, owner manned India's central government's political coalition general stores, paan / beedi shops, convenience structure. stores, hand cart and pavement vendors, etc. On 20 September 2012, the Government of India The Indian retail sector is highly fragmented with 97 per cent of its business being run by the unorganized formally notified the FDI reforms for single and multi retailers. The organized retail however is at a very brand retail, thereby making it effective under Indian nascent stage. The sector is the largest source of law. On 7 December 2012, the Federal Government of employment after agriculture, and has deep penetration India allowed 51% FDI in multi-brand retail in India. into rural India generating more than 10 per cent of The government managed to get the approval of multi- India’s GDP. brand retail in the parliament despite heavy uproar from the opposition. Some states will allow foreign Retailing in India supermarkets like Wal-Mart, Carrefour and Tesco to open while other states will not. The organised retail market has a share of 8% as per 2012. A number of

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 73 merger and acquisitions have begun in Indian retail against 2/3rd by farmers in nations with a higher share market. PWC estimates the multi-brand retail market to of organised retail. The 60%+ margins for middlemen grow to $220 billion by 2020. and traditional retail shops have limited growth and prevented innovation in Indian retail industry. Growth of FDI in Retail Industry FDI Policy Regarding Retailing in India India in 1997 allowed foreign direct investment (FDI) It will be prudent to look into Press Note 4 of 2006 in cash and carry wholesale. Then, it required issued by DIPP and consolidated FDI Policy issued in government approval. The approval requirement was October 2010 which provide the sector specific relaxed, and automatic permission was granted in guidelines for FDI with regard to the conduct of 2006. Between 2000 to 2010, Indian retail attracted trading activities. about $1.8 billion in foreign direct investment, representing a very small 1.5% of total investment flow a) FDI up to 100% for cash and carry wholesale into India. trading and export trading allowed under the automatic route. Single brand retailing attracted 94 proposals between b) FDI up to 51 % with prior Government 2006 and 2010, of which 57 were approved and approval (i.e. FIPB) for retail trade of ‘Single implemented. For a country of 1.2 billion people, this is Brand’ products, subject to Press Note 3 a very small number. Some claim one of the primary (2006 Series) restraints inhibiting better participation was that India c) FDI is not permitted in Multi Brand Retailing required single brand retailers to limit their ownership in India. in Indian outlets to 51%. China in contrast allows 100% ownership by foreign companies in both single FDI in Single Brand Retail brand and multi-brand retail presence. The Government has not categorically defined the Indian retail has experienced limited growth, and its meaning of “Single Brand” anywhere neither in any of spoilage of food harvest is amongst the highest in the its circulars nor any notifications. world, because of very limited integrated cold-chain In single-brand retail, FDI up to 51 per cent is allowed, and other infrastructure. India has only 5386 stand- subject to Foreign Investment Promotion Board (FIPB) alone cold storages, having a total capacity of 23.6 approval and subject to the conditions mentioned in million metric tons. However, 80 percent of this Press Note 3 that (a) only single brand products would storage is used only for potatoes. The remaining be sold (i.e., retail of goods of multi-brand even if infrastructure capacity is less than 1% of the annual produced by the same manufacturer would not be farm output of India, and grossly inadequate during allowed), (b) products should be sold under the same peak harvest seasons. This leads to about 30% losses in brand internationally, (c) single-brand product retail certain perishable agricultural output in India, on would only cover products which are branded during average, every year. manufacturing and (d) any addition to product categories to be sold under “single-brand” would Indian laws already allow foreign direct investment in require fresh approval from the government. cold-chain infrastructure to the extent of 100 percent. While the phrase ‘single brand’ has not been defined, it There has been no interest in foreign direct investment implies that foreign companies would be allowed to in cold storage infrastructure build out. Experts claim sell goods sold internationally under a ‘single brand’, that cold storage infrastructure will become viz., Reebok, Nokia, Adidas. Retailing of goods of economically viable only when there is strong and multiple brands, even if such products were produced contractually binding demand from organised retail. by the same manufacturer, would not be allowed. The risk of cold storing perishable food, without an Going a step further, we examine the concept of ‘single assured way to move and sell it, puts the economic brand’ and the associated conditions: viability of expensive cold storage in doubt. In the FDI in ‘Single brand’ retail implies that a retail store absence of organised retail competition and with a ban with foreign investment can only sell one brand. For on foreign direct investment in multi-brand retailers, example, if Adidas were to obtain permission to retail foreign direct investments are unlikely to begin in cold its flagship brand in India, those retail outlets could storage and farm logistics infrastructure. only sell products under the Adidas brand and not the Until 2010, intermediaries and middlemen in India Reebok brand, for which separate permission is have dominated the value chain. Due to a number of required. If granted permission, Adidas could sell intermediaries involved in the traditional Indian retail products under the Reebok brand in separate outlets. chain, norms are flouted and pricing lacks There is ambiguity in the interpretation of the term transparency. Small Indian farmers realise only 1/3rd ‘single brand’. The existing policy does not clearly of the total price paid by the final Indian consumer, as codify whether retailing of goods with sub-brands

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 74 bunched under a major parent brand can be considered retail sector is bound to pull up the quality standards as single-brand retailing and, accordingly, eligible for and cost-competitiveness of Indian producers in all the 51 per cent FDI. Additionally, the question on whether segments. It is therefore obvious that we should not co-branded goods (specifically branded as such at the only permit but encourage FDI in retail trade. time of manufacturing) would qualify as single brand retail trading remains unanswered. Lastly, it is to be noted that the Indian Council of Research in International Economic Relations FDI in Multi Brand Retail (ICRIER), a premier economic think tank of the country, which was appointed to look into the impact The government has also not defined the term Multi of BIG capital in the retail sector, has projected the Brand. FDI in Multi Brand retail implies that a retail worth of Indian retail sector to reach $496 billion by store with a foreign investment can sell multiple brands 2011-12 and ICRIER has also come to conclusion that under one roof. In July 2010, Department of Industrial investment of ‘big’ money (large corporate and FDI) Policy and Promotion (DIPP), Ministry of Commerce in the retail sector would in the long run not circulated a discussion paper on allowing FDI in harm interests of small, traditional, retailers. multi-brand retail. The paper doesn’t suggest any upper limit on FDI in multi-brand retail. If implemented, it In light of the above, it can be safely concluded that would open the doors for global retail giants to enter allowing healthy FDI in the retail sector would not and establish their footprints on the retail landscape of only lead to a substantial surge in the country’s GDP India. Opening up FDI in multi-brand retail will mean and overall economic development, but would inter that global retailers including Wal-Mart, Carrefour and alia also help in integrating the Indian retail market Tesco can open stores offering a range of household with that of the global retail market in addition to items and grocery directly to consumers in the same providing not just employment but a better paying way as the ubiquitous ‘kirana’ store. employment, which the unorganized sector (kirana and other small time retailing shops) have undoubtedly Motivation behind Allowing FDI in Retail Sector failed to provide to the masses employed in them. Industrial organizations such as CII, FICCI, US-India FDI can be a powerful catalyst to spur competition in Business Council (USIBC), the American Chamber of the retail industry, due to the current scenario of low Commerce in India, The Retail Association of India competition and poor productivity. The policy of (RAI) and Shopping Centers Association of India (a 44 single-brand retail was adopted to allow Indian member association of Indian multi-brand retailers and consumers access to foreign brands. Since Indians shopping malls) favor a phased approach toward spend a lot of money shopping abroad, this policy liberalizing FDI in multi-brand retailing, and most of enables them to spend the same money on the same them agree with considering a cap of 49-51 per cent to goods in India. start with. Thus, as a matter of fact FDI in the Indian retail sector The policy of allowing 100% FDI in single brand retail should not just be freely allowed but should be can benefit both the foreign retailer and the Indian significantly encouraged. Allowing FDI in multi brand partner – foreign players get local market knowledge, retail can bring about Supply Chain Improvement, while Indian companies can access global best Investment in Technology, Manpower and Skill management practices, designs and technological development, Tourism Development, Greater Sourcing knowhow. By partially opening this sector, the From India, Upgradation in Agriculture, Efficient government was able to reduce the pressure from its Small and Medium Scale Industries, Growth in market trading partners in bilateral/ multilateral negotiations size and Benefits to government through greater GDP, and could demonstrate India’s intentions in liberalising tax income and employment generation this sector in a phased manner. Government’s Opinion about FDI in Retail Permitting foreign investment in food-based retailing is likely to ensure adequate flow of capital into the Retail is hardly a threat to India's security. Successive country & its productive use, in a manner likely to governments at the Centre, regardless of their political promote the welfare of all sections of society, affiliation, have adopted a piecemeal approach when it particularly farmers and consumers. It would also help comes to framing rules on foreign investment in the bring about improvements in farmer income & sector. agricultural growth and assist in lowering consumer prices inflation. "The overall mindset of the government towards retail is still what it was 15 years ago,'' says an industry Apart from this, by allowing FDI in retail trade, India executive. The recent changes were aimed at single will significantly flourish in terms of quality standards brand retail, which includes international brands such and consumer expectations, since the inflow of FDI in as Marks & Spencer, Zara, H&M, Ikea, GAP, among

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 75 others. While 100 per cent FDI was permitted in single B2B model where FDI rules are silent. Meanwhile, the brand under the United Progressive Alliance rule, the government has indicated that a policy on start-ups is current National Democratic Alliance government on its way. That perhaps, many hope, will also address further eased the sourcing rules. the issues related to FDI in e-commerce. Globally, FDI caps in retail are not commonplace, but Foreign brands now have to comply with 30 per cent India has stuck with it, says Arvind Singhal, founder, local sourcing norm three years after their first store is Technopak, a retail consultancy. "The government opened in India, instead of three years after should not get into the business of ownership in retail,'' incorporating the Indian entity as was required earlier. he says. Rather, it should look at whether there's fair Also, technology companies such as Apple could get competition in the sector or not; and whether relief from sourcing rules as the government plans to consumers are being protected in terms of quality of follow a case by case clearance approach for certain products and services, he says. "The rest should be left applicants. to market forces." Apart from these changes, single-brand chains have also been allowed to start e-commerce business. Being Major Benefits of FDI able to sell online will bring their India business on the same footing as their international business. After the  Employment generation and increase in policy changes, it is set to change now. In addition to production. these modifications, which would certainly make doing business in the country simpler for foreign fashion,  More money to farmers – no more middle furnishing, accessories and tech companies, there's agents. good news for small and medium manufacturers too. These enterprises, which typically sell their products  Marketing platform for small industries through platforms hosted by marketplace e-commerce players such as Flipkart, Snapdeal, Amazon and Paytm,  No more adulterated / spurious drugs and can now set up their own online ventures. The new milk guidelines have allowed companies manufacturing in India to sell online, something that was a grey area till  Trickle down effects on entire economy now. But, two pain points still remain. One is multi- brand retail, where large food and grocery players like  Helps in capital formation by bringing fresh Walmart and Tesco are present internationally through capital. their chain of supermarkets, and the other is e- commerce.  Helps in transfer of new technologies, management and intellectual property. The UPA government had permitted 51 per cent FDI in multi-brand retail, but left it to the states to take a final  Increases competition within the local market call on whether foreign players should set up shop in and this brings higher efficiencies. their state or not. The NDA regime has not changed the policy on paper but has maintained it is opposed to FDI  Helps in increasing exports. in multi-brand because it could lead to significant job Increases tax revenues. losses. 

The fear of hurting the kirana stores is what had caused the previous government to linger over a retail policy Major Issues towards FDI and then cautiously open it up to 51 per cent. It's the same fear that is preventing the otherwise FDI-friendly NDA government from allowing foreign players to  Domestic companies fear that they may lose open stores in India. The delay has prompted many their ownership to overseas companies. companies to rethink their plans. Wal-Mart which had come to India with the intention of setting up retail  India becomes dumping ground for Chinese stores has moved over to cash and carry operations, products while French chain Carrefour folded up its India operations a few months ago.  Small enterprises fear that they may not be able to compete with world class large companies As for e-commerce, FDI is still not permitted in the and may ultimately be edged out of business. sector, which is pegged at $16 billion. Although most companies in the sector are funded by marquee  Large giants of the world try to monopolies international investors, the rulebook says no to FDI. As and take over the highly profitable sectors. a way out, companies are following the marketplace or

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 76  Such foreign companies invest more in 3. Markusen, J. R. (2000) “Foreign Direct machinery and intellectual property than in wages Investment”. CIES Working Paper No. 19. of the local people. 4. Notification No. FEMA 20/2000-RB dated May 3, 2000  Government has less control over the functioning of such companies as they usually 5. India’s Retail Sector (Dec 21, 2010) http://www.cci.in/pdf/surveys_reports/indias_ret work as wholly owned subsidiary of an overseas ail_sector.pdf company. 6. FDI_Circular_02/2010, DIPP 7. FDI Consolidated Policy Conclusion 8. Dr.R.KBalyan “FDI in Indian Retail- Beneficial or Detrimental-research paper In light of the above, it can be safely concluded that 9. Damayanthi / S.Pradeekumar - FDI is it the allowing healthy FDI in the retail sector would not Need of the Hour? Google search only lead to a substantial surge in the country’s GDP 10. Dipakumar Dey-Aspects of Indian Economy- and overall economic development, but also help in Google search integrating the Indian retail market with that of the 11. http://www.allbankingsolutions.com/Banking- Tutor/FDI-in-India.htm global retail market in addition to providing not just 12. http://dipp.nic.in/DiscussionPapers/DP_FDI_M employment but a better paying employment, which ulti-BrandRetailTrading_06J the unorganized sector (kirana) and other small time 13. www.rbi.org.in retailing shops have undoubtedly failed to provide to 14. www.dipp.nic.in the masses employed in them. FDI is a powerful 15. RBI website and Newspaper reports instrument for growth and development. Its relevance is enhanced today by its role as the crucial engine of trade, via global value chains, and by the critical need to increase investment flows to boost the global economy, create jobs, and promote knowledge and productivity enhancements. References

1. A.T. Kearney’s Report on Indian Retail, 2008 2. Discussion Paper on FDI in Multi Brand Retail Trading,

Academia and Society Volume 3 Number 2 ISSN : 2393-9419 eISSN : 2393-8919 77 CALL FOR MANUSCRIPTS We invite unpublished, original, empirical and theoretical quality research work pertaining to education, students, teachers, teaching, learning, environmental issues and all relating to education and society.

Guidelines for submission of Manuscripts i) Title of the paper ii) Authors name(s), Designation, Affiliation, Address, Mobile, E-mail id. iii) Abstract : The abstract must be informative with background, aims, methods, results and conclusion, not

exceeding 250 words

iv) Keywords v) The body of the paper must consist of the following sub-headings : Introduction, Objectives, Need for

the Study, Methodology, Results and Discussion, Conclusion, Figures and Tables, References v) Authors can submit the soft copy of his / her manuscript anytime in MS Word format

E-mail : [email protected] ; [email protected] vi) The author of the article should declare in writing that his / her article is original and has not been

published or submitted elsewhere for publication. viii) The Editorial Board has the right to edit or revise the text if necessary.

www.academiaandsocietyjournal.com DISCLAIMER FORM

* Disclaimer form could be sent by each Author or Authors signed in one form.

The paper entitled ______

is my original research work and will not create any copy right infringement. It has not been published or submitted elsewhere for publication. I allow the publication right to the journal ‘Academia and Society’. Publishers do not take responsibility for the opinions and the ideas in my article.

By

Name and Signature of Author 1

Name and Signature of Author 2

Name and Signature of Author 3

ARTICLE SUBMISSION FORM

Author’s Name :

Designation :

Postal Address (with Pin Code) :

Contact Number :

E-mail :

Article title :

Author 1 :

Author 2 :

Author 3 :

Disclaimer form : annexed Yes No

Membership details : For details refer to policy in www.academiaandsocietyjournal.com

Mail the article with the filled-in forms to [email protected]

For Clarification Call 09994732026

Load more

  79

Copy Link