A Man to Match his Mountains

Chandi Prasad Bhatt said that for him every river was a Ganga, a source of life and renewal, abused or ill-treated at one's peril. His work has been an education for others, writes RAMCHANDRA GUHA.

The importance of the India International Centre in New Delhi is gauged, in part, by the number of armed security men who pass through its portals. These come to accompany - and, one supposes, protect - the big shots, the fat cats, the ministers and MPs and ambassadors and generals who wish to be seen at a place located, in every sense, at the centre of power and influence. These dignitaries come to 'dignify' the talks and seminars and book releases that the IIC plays host to through the year.

 

Whether substantive or ceremonial, these meetings at the IIC are almost always in English. Very occasionally, however, one hears a talk in Hindi. Such was the case when the writer, Nirmal Varma, and the philosopher, Ramchandra Gandhi, were alive; both were regulars at the IIC bar and at the IIC's lecture podium. The memory of Ramu and Nirmal, of the exquisite Hindi they spoke and of the lack of ceremony that accompanied them, were revived in a function held recently in the IIC's auditorium.

The function was ostensibly a book release, to mark the appearance in print of a work entitled Parvat Parvat Basti Basti. But it turned into a celebration of the book's author, the great pioneering environmentalist, Chandi Prasad Bhatt. Bhatt is best known for having been (in the words of his fellow Gandhian from Garhwal, Sunderlal Bahuguna) the mukhya sanchalak, or chief organizer, of the Chipko movement. As the first major environmental initiative of the poor, the influence and impact of Chipko has resonated down the decades and across the oceans.

Yet Chandi Prasad Bhatt was, or is, more than the founder of Chipko. His contributions have been manifold. He both opposed deforestation and promoted afforestation, motivating women to revegetate hillsides made barren by the careless hand of man. He initiated producers' co-operatives, generating off-farm employment for peasants excessively dependent on the monsoon. He inspired young men and women in Uttarakhand, and beyond, to devote themselves to a life of service. All through, he has displayed a complete indifference to fame or monetary reward. In contemporary India, few people exemplify the Gandhian ideal of disinterested service as nobly as Chandi Prasad Bhatt.

That day at the IIC, Bhatt's example was spoken of by scholars and activists who had the privilege of knowing him over the years. The first speaker was the respected environmental writer, Anupam Mishra. Many decades before the publication of Parvat Parvat Basti Basti, said Mishra, Chandi Prasad Bhatt wrote a book which contained only one word with three syllables - Chipko. When Chipko started, in 1973, there were no 24/7 news channels. Even newspapers took three or four days to reach the interior of Garhwal. And yet the message of Chipko rapidly spread. The book of one word with three syllables written by Bhatt was to be inscribed across the hills and valleys of the Himalaya, across India, and across the world.

Mishra was followed by Ramesh Pahadi, a senior journalist based in Garhwal. Bhatt, said Pahadi, was generally praised for his work in the environmental field. Few knew, however, that he was a radical social reformer from long before he founded the Chipko movement. Born in an upper-caste home, into a family of temple priests, Bhatt was the first Brahmin in the locality to speak with and eat with Dalits.

The next speaker, Sunita Narain of the Centre for Science and Environment, recalled how she met Chandi Prasad Bhatt through her colleague, Anil Agarwal. Chandi Prasad taught Agarwal (and others) that Chipko was not just a fight for protecting forests and environment, but a struggle for protecting and renewing livelihoods. It was a fight for social dignity, and for political emancipation. The call of Chipko, said Sunita Narain, was relevant to the environmental and social conflicts of the present day, those stoked by controversial projects such as Posco and Vedanta.

In medieval times, Chandi Prasad Bhatt's native state of Uttarakhand was divided into the rival chiefdoms of Garhwal and Kumaun. Himself from Garhwal, Bhatt has had an enduring influence on the other side, as narrated by the celebrated Kumauni historian, Shekhar Pathak. In 1977, Pathak was jailed for his part in a student protest; not long after his release, Bhatt came knocking on his door. The younger man was then a Marxist firebrand, and suspicious of Gandhian social workers. He was quickly won over by Bhatt, who inspired him to set up a collective project of research and documentation that, in the years since, has produced a stream of valuable and often authoritative books and reports on the state - social and natural - of the Himalaya.

Pathak was taught by Bhatt to think of the Himalaya as being more than Mount Everest and Nanda Devi. The Himalaya was also the smaller peaks and hills, and the valleys and hills in between. In the same manner, Bhatt told his younger colleagues that the cadres and silent workers in a social movement were as important as the leaders. Pathak also spoke of Bhatt's wider, pan-Indian vision, as in his travels through Bastar in 1987, which resulted in a precocious warning, outlined in a long letter to the then prime minister, Rajiv Gandhi, that Maoists would gain in influence if tribal concerns were not attended to forthwith.

After his admirers had spoken, Bhatt was given the right of reply. He had, he said, been taught in the Sarvodaya movement that among the things to eschew, apart from drinks, drugs and so on, was the hearing of self-praise. Known now for founding a globally famous social movement, Bhatt recalled his first struggle, back in the late 1950s, which was to stop bus companies in Garhwal from extorting higher rates from pilgrims.

The conductors and drivers knew which passenger was from Garhwal and who was from the plains. The former were charged the standard rate; the latter, double or triple that. When Bhatt and his colleagues tried to stop this practice - or malpractice - the bus owners asked, why are you complaining, these passengers are from Kerala and Rajasthan, not from here. This then was his first struggle, a local and unglamorous struggle, albeit a struggle emphasizing his capacious, pan-Indian vision.

Parvat Parvat Basti Basti collects Bhatt's essays over four decades. There are essays here on Bastar, the Godavari basin, Arunachal, Kashmir, and the Andamans. There are accounts of his visits to Latur and Gujarat after the earthquakes in those places. These essays display his deep understanding of society and nature, and of the threats posed by more powerful interests to the lifestyles and environments of rural communities.

Speaking at the IIC, Bhatt said that for him every river was a Ganga, a source of life and renewal, abused or ill-treated at one's peril. His travels around India were for him the work of education (shiksha ka kaam). His own work has been an education for others. For in his own quiet, understated way, Chandi Prasad Bhatt has had a deep influence on very many scientists, scholars, journalists, forest officials, and, not least, younger social workers.

I myself first met Chandi Prasad Bhatt exactly 30 years ago. My encounters with him, and my studies of his work, have had a profound impact on my intellectual evolution. Because of what Bhatt has done, and because of what people like Bhatt (not least his namesake Ela of Ahmedabad) can do, I do not despair altogether of my country. Because of them I think India can, with the steady, patient work of selfless reformers, yet be made a nicer, or at least less brutal, place.

My own regard for Chandi Prasadji is conveyed in one simple fact - that when he calls and I recognize his number on my cell phone, I stand up immediately. I live in Bangalore, and he speaks from Garhwal. My gesture, a reflex action really, speaks of my reverence for him; as probably the most noble Indian I have known, and, with the exception only of the late Shivarama Karanth, also the most remarkable.

A Flawed Food Security System in India

The unseen impact of corruption on the millions of the deserving poor does not seem to affect our collective conscience. We are losing a great opportunity to show we care, writes R BALASUBRAMANIAN.

I have always believed that food security is one of the most important manifestations of development for any community. Food security is not something that happens as a stand-alone phenomenon. It reflects the priorities of people and their spending capacities, the availability of and access to food grains, agricultural yields of the land, the social policies of the State, and more importantly, societal commitment to ensure that no person goes to bed hungry.

It is with this understanding that I agreed to investigate the corruption and mal-administration in the Public Distribution System (PDS) when the (then) Lokayukta of Karnataka asked me to last year. Apart from my own stand against corruption, I also saw this as an opportunity to help improve the efficiency and effectiveness of the Public Distribution System (PDS) in the state, and do my bit for the issue of food security to the citizenry, especially those living in rural areas.

Despite my previous experience in the office of the Lokayukta investigating allegations of corruption in the Health & Medical Education sectors, I must confess that I was not prepared for what I saw. India's PDS is the world's largest subsidised food distribution system, operating out of 500,000 Fair Price Shops (FPS). I am fascinated on why the planners named them 'Fair Price' shops! The very basis of my investigation is to see if they are really fair in letter and spirit.

I began the process many months ago in September 2010, by visiting a few shops in Heggadadevanakote Taluk of Mysore District. I was accompanied by the local officials, and went to a small village with a population of around 2000 and with a few tribal colonies surrounding it. The FPS in the village is run by the local Farmers'Society and I had heard of some irregularities there.

The shop was shabbily maintained, with food grains lying all around the place. The key person had done a disappearing act on hearing of our visit and had left his assistant to face the flak. People of the area were waiting for their rations to be given to them, and on casual enquiry I found that none of them were being given their rightful entitlement. People with the Antyodaya card, entitled to 29 kg of rice and 6 kg of wheat each month at Rs 3 and Rs 2 respectively, were only being given 25 kg of rice at Rs 3.25 and 3 kg of wheat at Rs 2.25.

People were not even aware of what they were supposed to get and at what rates. They simply took what was given at the price the shopkeeper told them. None of them realized that they weren't being given a receipt for the amount paid.

The local people got wind of my visit, and a small crowd had gathered outside the shop to relate their woes. An elderly and nearly-blind lady slowly and hesitatingly made her way towards me. She held my hands and pleaded to instruct the officials to issue her a card. She was a widow, more than 70 years old, and with no income, all of which would entitle her to get the Antyodaya card. The State has consciously created the Antyodaya system as a social security measure, specifically targeting the elderly, widows and the destitute.

I turned around and asked the concerned food inspector how was it that this deserving old woman was excluded? His immediate response was that she did not come to the Taluk Office to get herself registered. Oh, if only this old lady had the means to travel 20 km to reach the Taluk office, negotiate the corrupt system and get her rightful due, why would we even need a Social Security System then?

As I turned around and tried to give an answer to the lady, she very innocently asked me what else other than being poor, neglected and blind did she have to be to get her share of rations. I wish I could answer that!

This was not an isolated example. A few months later I had a similar experience in a poor neighbourhood within Gulbarga city. Another elderly lady aged around 70 years came to present her complaint to me. She too was a widow, with a mentally retarded son who was around 30 years of age. Having lost her husband 10 years ago, she was left with no social or economic support. All that she had was the sympathy and support of her friendly but equally poor neighbours. She came up to me with them asking for a BPL card.

It was evident that her poor friends were more socially conscious than our state and its huge machinery. I was painfully aware that she deserved a Anytodaya card and not just a BPL card. The system had completely ignored her because she was not loud enough or rich enough to bribe the concerned officials into giving her a card that she rightfully deserved.

Comparing these two incidents with another that I had in Hassan left me feeling angry and helpless. Angry that the system is so very irresponsive and irresponsible, and helpless that I could do nothing to help them. In Hassan I met a ration shop owner who had a 15-acre estate nearby and a huge palatial house but still carried a BPL card.

I know from my own investigations that the entire process of identifying the poor in the state is flawed and irrational. We not only have a huge number of rich people carrying a BPL card, but also some very genuine poor who do not have a card at all, or have an APL card. Who in the system should be held accountable for this state of affairs? Is it the politicians who think of eliminating poverty as mere schemes to be announced as electoral promises, or the bureaucracy which is caught up in the rules and regulations that they devise, or society itself which has forgotten that as citizens we not only deserve good governance but are also entitled to it?

It seems so paradoxical that the whole country is now obsessed with the scams that break out each day. It is as though one must siphon away millions of rupees to be noticed. The unseen and unheard impact of corruption on the millions of the deserving poor does not seem to affect the collective conscience of civil society or the administrators, and may not be important enough for the media to provide any space.

What we fail to notice is that these micro events are what truly impact poverty and we may be losing out on an extraordinary opportunity to demonstrate that we care.

Mobile Applications - A personalised approach to hotel marketing

Increased usage of smartphones has led to introduction of the mobile applications to the hospitality and travel sector. In fact, the platform is fast gaining popularity within the industry. But will they catch on enough to become part of consumer companies’ marketing budget? KEITH D'SOUZA explores the value of mobile applications to businesses.

Search giant Google reported last year that mobile searches for hotels had risen by an astonishing 7,000 per cent on a yearly basis. Here is another staggering figure: 11.3 million consumers accessed hospitality and travel services via mobile in EU5 countries (France, Germany, Spain, Italy and the UK) alone in February 2011, as reported by Jeremy Copp, Vice President, Mobile Europe, comScore. He shared this information at the recent EyeforTravel Summit, where the focus was on the growth of smartphones in the hospitality and travel industry.

Indeed, a quick trawl through hospitality and travel-related sites will present numerous write-ups and reports that feature incredible statistics that bring to light the amazingly fast growing mobile platform in the industry, with experts projecting that the mobile web will surpass the traditional web in size by 2013. The main reasons for hospitality, and on a larger-scale, travel brands and consumers alike to target mobile-based initiatives include location-based marketing, optimising consumer loyalty programmes and last minutes bookings. US-based Hilton Grand Vacations has stated that a study of their consumers’ research and planning habits show that 70 to 77 per cent of travellers book just a week prior to travel and 40 per cent on the day of travelling itself, numbers which were unheard of, just a few years ago.
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The combined revenues from applications funded by pay-per-download (PPD), value-added services (VAS, including freemium and subscription) and advertising is expected to rise from USD 10 billion in 2009 to USD 32 billion in 2015, based on the report published by Juniper Research.

For hoteliers and their consumers, mobile applications provide price ranges of nearby hotels, restaurant rates, as well as on-demand navigation. Mobile devices integrate various facets of customer service such as seamless exchange of information, payment of goods and services, check-in facilities and most notably, personalised marketing messages, through a simple swipe of a device against an interface. This not only brings about competence of mobile-based service but also is a viable option for personalised interaction with the supplier. In short, the mobile platform works as a connective tissue between the online and offline entities and rightly, should not be considered as a separate platform, necessitating a different marketing strategy. Instead, the platform should be used as a mean to bring together the brand experience, showcasing stability and uniformity to the consumer, as recommended by Google earlier.


With mobile usage outnumbering desktop computer usage world-wide, and particularly in the Asian countries, it is becoming imperative for companies to invest in smartphones and tablets. This trend is coupled with the fact that consumers are turning away from hotel chain websites, as reported in an eDigital Research study, adding to the importance of the mobile platform. The study reviewed hotel chains, agents airlines, holiday camps, self catering accommodation, cruises, tour operators and travel agencies. Citing insufficient accommodation and destination information and lack of customer feedback, hotel chain websites were deemed as ‘too corporate’ and thus, scored low for online customer usability.


Robert Dawson, Vice President, Internet Marketing & Web Development Services, Sabre Hospitality Solutions has offered an apt explanation for the popularity of the mobile platform. He stated, “The ability of the mobile device to pay for goods and services, coupled with the seamless exchange of information electronically, enabling payments, check-in and personalised marketing messages with a simple swipe of the device against an interface, provides for not just travel efficiency but new opportunities for personalised interaction with the travel provider.” However, mobile application usage is a modest concern in the Indian hospitality and travel market. According to Sunzay Passari, EVP - Telecom & VAS, AGC Networks Limited, “Actual bookings of hotels or flights through these applications are still very limited in India. The opportunities are quite promising. In our experience, the urban and semi urban consumer is already using mobile applications for information and as a discovery mechanism.”


Mobile applications for the hotel industry
For the above-mentioned reasons, it is not surprising that the hotel and travel brands across the board are launching mobile applications for their customers. For instance, InterContinental Hotels Group (IHG) has launched iPhone booking applications for each of its seven brands in 2011– InterContinental Hotels & Resorts, Hotel Indigo, Crowne Plaza Hotels & Resorts, Holiday Inn Hotels and Resorts, Holiday Inn Express, Staybridge Suites and Candlewood Suites. Moreover, in just over a year, IHG has seen a nearly 1,000 per cent increase in room night bookings from mobile devices. During the first five months of 2011, IHG has already surpassed its 2010 total number of room night bookings from mobile devices. The company also revealed that around 65 per cent of guests who book through a mobile device stay at IHG hotels the same night or within one day. Speaking about the company’s approach to social and mobile media, Del Ross, Vice President, Sales and Marketing, IHG said, “If it works, keep doing it big and bold as you can until it stops working.”


In India, Prologic First, an employee-owned software development and marketing company has launched a suite of applications for smartphones that hoteliers can use for efficient management. These applications are available on Apple’s iPhone4, Samsung’s Galaxy Tab and Blackberry Torch. “Mobile applications deliver tangible value. The future is about convenience, efficiency, speed and optimisation of revenue through effective processes,” said Amlan Ghose, Managing Director, Prologic First. India is seemingly a hot-bed for the development of travel and hospitality geared mobile applications. Bengaluru-based NIIT Technologies has developed Pegasus Solutions’ RezView Mobile product, a highly configurable hotel booking and reservation management application that is based on Pegasus’ RezView NG enterprise delivery platform. The application allows the company’s hotel customers to configure the application to meet their branding and display requirements, thus providing a consistent brand experience across different digital platforms, including both website and the mobile interfaces. It is available as a native application on the iPhone, the iPad and Android phones, and as a browser-based application for other mobile devices.


New Developments
Near Field Communications (NFC)
One of the most exciting innovations coming out of the mobile platform is Near Field Communications (NFC). This smartphone chipset is expected to revolutionise the way that the industry sells travel in the future, as stated by Dawson. He stated that NFC enabled phones can replace hotel room keys and guests can even undergo a fully self-serve hotel check-in process through the mobile device. Another advantage of NFC-enabled phones is the facility to interact with multiple items such as billboards and business cards. Thus, it could be leveraged to bring inanimate items throughout the hotel to life by providing real-time data and updates to a mobile device by simply swiping it through the NFC embedded items.


Augmented Reality (AR) Applications
Augmented Reality (AR) enables the merger of recorded and animated images that can be viewed in real time. Earlier, augmented reality applications were developed for purely entertainment purposes such as futuristic baseball cards. Now, the new applications have shifted their focus to a broader spectrum including supplying travellers with valuable information and solutions to their possible queries. Augmented Reality applications comprise diverse layers, such as museums, historic websites, dining, real estate and much more. The tourism layer is greatly utilised as it allows travellers to pick up considerable knowledge about their vacation destination prior to arrival. An example of a travel augmented reality application is the Wikitude World Browser that overlays the camera’s display and the objects that are viewed with additional interactive content and information. It was voted the ‘Best Augmented Reality Browser’ by Augmented Planet in 2010.

Quick Response Code
For small and independent hotel brands, a mobile application that has greater significance is Quick Response Code or QR Code. The specific matrix barcode consists of a two-dimensional matrix of black modules arranged within a square framework with a white background. It can carry business Uniform Resource Locators, discounts, promotions as text, images or embedded features. QR codes are placed on business cards or on traditional marketing materials such as brochures. The benefits of this application is two-fold as it allows the business to change what the consumers access through the QR code, such as a special discount, without having to change the non-digital marketing formats. It also provides consumers with a new mean of interacting with the business.


QR code applications are quickly gaining popularity in the Asian countries such as Japan, China and India. They are available for Androids, Blackberry and other leading mobile platforms while some mobile manufacturers offer native QR code reading software for mobile camera phones.


An emerging trend that has caught the attention of hotel and travel marketers is the daily consumption time in mobile applications in comparison to mobile web consumption. Studies from analytic experts such as Flurry Analytics, a provider of in-application analytics for mobile devices, indicate that daily time spent in mobile applications is for the first-time exceeding that of desktop and web consumption. This has lead to heated debate regarding the usability factor of the two devices. PhoCusWright reports indicate that 67 per cent of travellers and 77 per cent of frequent business travellers use mobile devices to find local services. The latest eMarketer survey (October 2010) also adds strength to the belief that consumers prefer mobile websites., thus compelling businesses to focus on a website-centric mobile strategy. The survey revealed that 81 per cent of consumers prefer mobile websites to mobile applications for research products and prices while 71 per cent prefer mobile websites for comparing products and prices. The survey also conducted a category-based analysis of mobile browsing vs mobile applications, as given in the above-mentioned table.


In every other category that pertains to travel research, planning and purchasing, mobile users prefer to browse or search relevant mobile website content. A recent EyeforTravel poll showed that 71 per cent of online travel companies do not have a mobile application. These figures compel businesses to focus on a website-based mobile strategy. In addition, small and independent hospitality and travel businesses cannot encompass the cost of mobile marketing into their budget.


According to Travel Distribution and Marketing Barometer report, May 2011, published by EyeforTravel, around 67 per cent of travel companies in the US with a marketing budget of less than USD 4,00,000 have found to be not tracking and recording traffic from mobile browsing or applications.


Convergence of social media and mobile platform
Despite the popularity of mobile applications, companies are not interested in investing capital into a new distribution and marketing channel. This raises the question of why is it that hotel and travel businesses are not waking up to the growing importance of mobile applications. Studies by The Knowledge Group, one of the largest data firms in the global meetings and convention industry, have shown that while most businesses consider mobile applications to be the wave of the future, only a handful have first-hand knowledge of them. As a result, they are not able to fully capitalise on the new technology. Passari advocates, “A multimedia rich campaign is most effective using modes like MMS for travel and hotel. There should be a digital cross platform campaigns. SMS may not be the effective channel for the purpose. A campaign with a call to action via voice based application for the process completion could result in business.”


However, the mobile platform is only going to grow and the rapid development of social networking sites will push new developments in the mobile platform to new heights. Hotels and travel businesses need to give importance to ‘Customer relationship management’ that encompasses digital marketing, brand connect, m-commerce and loyalty solutions. Convergence of the two platforms requires a combination of brand mobile sites, social network integrations, QR code promotions and tracking, coupons, product information, consumer reviews, locators, event based marketing, payment and white-label m-commerce platform. Thus, the key for effective incorporation of mobile applications into the mobile marketing strategy is functionality.

Hospitality Education: Whom to blame for declining demand?

Blame it on lack of awareness in the society about career prospects in service sector, the image of the hotel industry as a bad employer, or ambiguity in programme nomenclatures offered across different institutions, there is a declining demand towards tourism-related courses in India. With admissions round the corner, institutes outside the National Council ambit are really facing student crunch this year around. P KRISHNA KUMAR finds out.

It is admission time in universities and technical institutes across the country. There is a mad scramble among parents and their wards to gain admissions to their desired institutes and courses. Traditionally, a university degree is still the first priority after schooling in India. People who opt for vocational courses are still meagre two per cent in India, as per the government figures. Among the vocational courses, obviously, Engineering, Medicine, etc., score over other streams and then comes the management courses. Here, also, management courses in tourism-related streams are still the last option for an Indian student. This is notwithstanding the fact that tourism industry is one of the biggest employment generators in the world today. It is a fact that the number of institutions that offer tourism and hospitality courses in the country has increased manifold in the last one decade. But at the same time, the career opportunities in the tourism industry also increased proportionally. If the figures by Ministry of Tourism (MoT), Government of India, are to be believed, the country requires almost two lakh skilled manpower to service the demands of the industry on an annual basis. A survey conducted by an agency, under the aegis of MoT few years ago, pointed out a huge demand and supply gap in the skilled jobs segment in the travel and hospitality industry in the country. Kumari Selja, Union Minister of Tourism, has recently declared that her ministry aims to train five million people in tourism-related disciplines by 2022, looking at the demand in the industry. While there is no denying on the fact that career opportunities are abundant and varied for those who pursue management degree or skill-oriented courses in the travel and hospitality disciplines, the industry as a whole is yet to catch the imagination of the people as a career industry in the country. What is the reason for that? What are the trends, which are being witnessed vis-à-vis enrolment to these courses are concerned? Is the industry responsible for this negative image? What should the government agencies do? Trends There is a palpable decline in terms of the interests being shown towards tourism-related courses in recent years, feels people in the academic field. “It appears that the trend is on the decline. We participated in four education fairs and had very poor response for the hospitality industry as a career,” comments Virender Datta, Chairman, International Institute of Culinary Arts (IICA), New Delhi. He felt that there is a lack of awareness about various skill-oriented programmes, including Chef programmes in the society. “The craze is still for popular career of engineering, technology or regular BBA etc. The reason is primarily on the lack of awareness, poor starting salaries, attitude of the employer as expecting the most but wanting to pay the least,” he informed. Agrees R K Bhandari, Principal, Banarsidas Chandiwala Institute of Hotel Management & Catering Technology, Delhi, “The sheen and glory associated with the hotel management what used to be there in earlier days seems to be loosing fast.” Commenting on this year’s enrolment trends, S C Bagri, Director, Centre for Mountain Tourism & Hospitality Studies, HNB Garhwal University said that the response is ‘poor’. “In government institutes, there are smooth admission procedures but in private colleges, the interest of students is little bit declining. Some of the private institutes who have made intensive marketing are getting positive results. Certainly, there is a lack of interest among students to pursue career in hospitality courses,” he said. Although career opportunities are increasing in the hospitality and tourism industry, the interest towards hospitality and travel related programmes is going down, says Vaskar Sen Gupta, Director, IEC IHM, Greater Noida. He feels that the traditional mindset that hospitality degrees are just about hotel jobs is still high on people’s minds. However, K V Simon, Regional Vice President, American Hotel & Lodging Educational Institute (AHLEI) has a different story to say. “I do not have authentic information or accurate statistics to confirm whether interest in hospitality and travel related courses is going up or down. One thing is for sure. Till nineties, the programmes were concentrated in cities. Now, we have an immense spread across the country, including rural areas. This to me is a good change,” he said analysing the trends. Simon refuses to accept that there is lack of interest towards these courses. “If at all there is, it is among the elite, educated, affluent class, which has far more other lucrative areas and opportunities. The poor and the needy will flock to hospitality, travel and tourism,” he argues. S K Saluja, Director, Amity School of Hospitality differs with the opinion that travel and hospitality related courses are not being preferred by people. The interest, according to Saluja, is ‘definitely up’. With the global economy opening up, people are looking at courses, which can fetch jobs in overseas markets. Hospitality courses are one of them, he contends. Whom to blame? Is industry the culprit? While we ponder the reasons, we must not ignore the feudal mindset of our society. We espouse the spirit of ‘Atiti Devo Bhava’ in public, at the same time, we look down upon the service sector, especially jobs in the hospitality sector. None other than Kapil Sibal, Union Human Resource Development Minister, said, “Our society still looks down upon people who opt for vocational courses. It is high time that we prepare our children for diversified occupations; everyone need not go to universities. Empowerment of children can come through vocational education as well,” he opines. People in the education sector blame it on the poor image of the industry for the ills. Long working hours, paltry salaries in the beginning, slow promotion avenues, etc. are cited as reasons. “The issue is students are getting disillusioned after passing out as they do not get the job they thought they shall be getting. This is leading to disillusionment and creating lesser intake of quality students into the industry,” observes Datta. The students are not fully conversant and aware about diverse opportunities in the hospitality sector. The reason for lack of interest can be low salary packages; long working hours and socially it is not considered as a respectable job, says Anand Kumar Singh, Director, MM Institute of Hotel Management, Mullana, Ambala. “No doubt, it is a largest employment generator, but, the industry opts for fresh graduates and trains them as per their needs. Even today, more than 50 per cent people in the industry are unskilled and without formal hospitality and tourism education,” he argues. “Certainly some of the archaic practices of the hospitality industry are detrimental to attracting the modern youth and the industry in general has a negative image from the point of being an employer of choice,” concedes Simon. The industry expects the institutes to supply fully trained personnel, but when it comes to salary and perks, it simply does not sync with what they spent to acquire the qualification. There is a huge mismatch between what the students aspire and what they get from the industry. This mismatch ultimately creates lot of disillusionment within a very short time after getting into the job. “Students are hardly getting the same what they have dreamt or learnt or what they should have got after graduating in Hospitality Management. What they are getting is nothing but situational exploitation which is due to non-uniform education, standards variation in curriculum standards and quality of education which creates large pool of mixed quality output and inefficient HR policies of some of the organisations,” Bhandari states. An ambiguous curriculum The ambiguity in terms of course curriculum is another major irritant in the travel and hospitality education. There are multiplicity of regulators and duplicity in relation to courses. Same courses are run under different nomenclatures across different institutions. While, there are only two formal programmes – one three-year degree programme approved by UGC and four-year degree programme by AICTE – the nomenclature of these programmes differ among institutes. Apart from these formal degrees, there are a number of other programmes in the country, run with affiliations from foreign universities as well as unapproved skill-oriented programmes run by end number of institutions. This, people in the educational sector feel, really creates confusion in the minds of the students and parents. There are voices that point fingers on the poor state of educational system in the country for the present state of affairs. Education has become a lucrative industry for investors, says Kapil Kumar, Chairperson, Faculty of History, School of Social Sciences, IGNOU. Lack of a single regulator is causing a lot of issues in the area of hospitality education. Institutes affiliated to AICTE are the real sufferers in the bargain. Questions are being raised on the folly of offering a four-year degree, when the same degree is offered by National Council and other universities across the country in three years. “There is no holistic view of the hospitality education across the county as a whole. Private colleges are the major sufferers since they are self financing institutions,” says Sen Gupta. Role of MoT While MoT is proactive in formulating policies to overcome the skill shortage in the tourism industry, these steps are more or less confined to institutes in the government sector. There is hardly anything being done to promote and streamline the hospitality education in the country by MoT. However, the recent initiative of the National Council for Hotel Management & Catering Technology (NCHMCT) to take the hospitality curriculum to the school level and the signing of the MoU with Central Board of Secondary Education (CBSE) has been applauded by many. “MoT and its agency, the National Council has a vital role to play if the hospitality courses across the country are to be streamlined. The major problem lies in the fact that although they are considered as pioneers and regulatory authorities in hospitality, the interest shown is only towards the government institutions and state education bodies,” laments Sen Gupta. However, there are differing voices against any interference from the government to streamline the educational system. Instead of government interference, Simon argues for proper interaction between educational entrepreneurs and employer industry to create ‘anticipatory and market responsive’ courses for the industry.

Organic foods: Indians Slow to Harvest

Organic foods are well accepted in the Indian industry and market, but what cannot be ignored that their growth since introduction has been a slow process. MAANSI SHARMA traces the progress, advantages and challenges faced by the Indian organic food industry.

Organic foods are, as its name suggests, organic – right from the grass root level. They are cultivated without the use of preservatives, pesticides, insecticides or any other chemical components or synthetic substances. As a result, organic cuisine is healthy, safe and highly nutritious. Organic farming, for domestic consumption as well as exports, is one of the largest industries today.

Approximately 1.4 million farmers worldwide, with a total of 35 million hectare are engaged in organic farming. As on March 2010, India registered over 4.4 million hectares of organic farm land. In the early 1990s, a company called Organic India introduced organic farming methods to a set of farmers who had been witness to their crops falling prey to the adverse effects of chemicals used in the soil. Now India has over 44,000 certified farms that are reaping the benefits of the domestic, as well as export demand. In 2010, the organic market was estimated to be USD 129.3 million.


The first organic store Greenway opened at Mumbai in India in 1997 and started a trend that is here to stay. The domestic demand, followed by the export orders, for organic food continuously grew, and soon India became one of the largest markets for organic foods in the world.


“India has had organic food since the beginning of time. It only needs to be taken to a new level. Our regional Indian cuisine itself is a great unique selling proposition (USP), providing new options for the new generation. The customers are now more aware, more finicky and more health conscious, which automatically increases the demand for a healthier cuisine,” said Kamlesh Barot, Director, VIE Hospitality.


History
India has always been an agricultural land and organic farming has been in existence here for thousands of years. Traditionally, India used organic techniques for agriculture which served as the backbone for its economy before the British rule. In the 50s and 60s, when faced with famine, free India was forced to import food grains and increase food production as well. As a result, chemical farming came into existence in the country.


The increased dependence on chemicals eventually had its adverse effects on the land. It began losing its fertility, which led to an increased demand for synthetic fertilisers to keep the land reaping benefits. The increased costs that were a result of these necessities, leading to a gradual move back into organic farming.


The Ministry of Agriculture, Government of India, instilled guidelines known as the ‘National Programme for Organic Production’ which provided schemes, assessments and certifications to ensure the genuineness of the products. Certification agencies were set up as well to monitor and supervise the producers and their farmlands to ensure their adherence to the set standards. They also provide easily identifiable logos that increase assurance among customers.


The challenges
“Organic food has all the advantages. As it is healthy and safe, people prefer to eat organic food, be it pulses, spices or vegetables. However, the cost factor does deter people from opting for it. Certified organic foods are more expensive by as much as 50 to 100 per cent. Another issue is credible certification. A lot of food is said to be organic, when it is not,” said Kamal Meattle, CEO, Paharpur Business Centre.


The last few years have seen a steady increase in demand for organic food, especially owing to a better-educated customer base that has understood and embraced a healthier lifestyle. However, the organic food market is still considered a very niche one. A few years ago, when India had registered 70,000 hectares of organic farm land, only one per cent of the Indian population were found consuming it. This may have been due to the price difference between organic and main stream cuisines or scepticism on the consumer’s part, as far as the genuineness of the product goes. Organic food is priced at nearly 25 per cent more than its non-organic equivalent. These prices are mainly owing to the process of acquiring the required certification for an organic farm to ensure its genuineness, along with years of intensive farming invested to convert the land to organic suitability. Additionally the labour, soil and care required to cultivate the organic crop, as well as the high price for the required certification, adds to the costs. The burden is borne by the customers.


Dismissing the common belief customers have about burdensome pricing on organic cuisine, Manjunath PR, Managing Director, Lumiere Organic Restaurant stated that the price difference between the organic and non-organic food may sound substantial when the numbers are shown individually but altogether a meal price difference is not as high as people believe it to be. “According to our logistics, the cost of most of the raw materials is 30 per cent, dry fruit 50 per cent, and pulses 10 to 20 per cent higher than their non-organic counterparts. However, if you consider one kilogram of organic rice, the cost price would be no more than Rs 10 higher, which for a family meal will not be much of a cost burden,” revealed Manjunath.


In 2010, the nation recorded 4.4 million hectare of certified organic farmland. In 2008-2009, 18.78 lakh tonnes of certified organic products were manufactured, of which 54,000 tonne food items were exported. In the domestic market, however, organic food demand is yet to reach these heights. Even the number of organic restaurants seems to have decreased over the years, although the cuisine entered the industry with a bang. Several organic restaurants have either switched to serving mainstream cuisine or stopped their services, including the much-praised organic restaurant Pure at Taj Lands End, Mumbai, a part of Indian Hotels Company (IHCL).


“ To execute an organic food operation in the hospitality industry is difficult in India, owing to the lack of easy availability, proper infrastructure and the customer’s trust in the product. While there are several certified organic farmers they are not geographically close to most big cities. There is also no proper infrastructure provided for the manufacturing of organic food products. In addition, customers are unable to put faith in the genuineness of the product or even in the genuineness of the certification for it. If these issues were solved it would have been easier and more profitable to run an organic restaurant and the popularity of the segment would have increased automatically with an increase in the available options for the cuisine,” added Manjunath.


Speaking on the topic, Amol Nirbhan, Business Development Manager, ECOCERT said, “The restaurants which claim to sell organic food must demonstrate that the raw materials procured are indeed certified organic, the menus they prepare should constitute the certified organic ingredients etc. Ecocert guidelines have been designed considering these important issues, but the response by this industry is still very low.”


“Although service is the main aim of the hospitality industry, profits are given equal attention. There is, thus, an evident lack of passion for organic food, possibly due to the fact that it is not yet as highly profitable as mainstream restaurants. There is also a difficulty in identifying genuine organic farmers and products, especially due to the lack of logistics for the same,” stated Manjunath.


Advantages and limitations of organic food industry

Advantages
•Health-consciousness and increased awareness among consumers
•Available government aid
•Large market for exports

Limitations
•High prices for products
•Difficulties and heavy costs incurred by farmers for cultivation and certification
•Lack of trust in authenticity of products


The market today
According to Nirbhan, “India is certainly emerging as both a producing and consuming country for organic foods. In the next five years, the population in major cities in India will have an easy access to certified organic fruits, vegetables, milk, ghee etc. at an affordable costs.”


“In India we have access to all the organic food raw materials, including spices and condiments, which takes our organic cuisine to a whole new level. At our establishment Revival Indian Thali in Mumbai, one of the most popular dishes is a basic khichdi, which shows that even the simplest meal is tasty in organic cuisine owing to its light weight and health benefits. Most of our customers are those who are aware of the benefits of organic foods, such as those who demand trans-fat free food to escape cholesterol-related problems etc. The industry is dependent on the suppliers of raw materials and since our market has those in abundance, there is an expected increase in demand as well,” added Barot.


According to Jackie Lobo, Executive, Down to Earth, an organic food store across India, there is a definite increase in the demand for organic food in the market. Customers are more aware and have more spending power, and these have overpowered the price difference between the organic and non-organic food items, which used to pose a problem in earlier years. Among the middle class and above segments of society, consumers are insisting on organic food materials, which is a definite indication of its gaining popularity.


Speaking about the future of the organic food industry Meattle opined, “According to newspaper reports, India currently exports an estimated USD 500 million worth of organic agricultural and horticulture produce and products. This can be increased several fold. The global organic food industry continues its unprecedented growth path with sales expected to cross USD 100 billion this year. As stated by experts, in the remote interior parts of rural India’s agricultural land is still untouched by the excesses of chemicals and fertilisers, because the poor and marginal farmers could not afford fertilisers. This has resulted in such land being untouched by pesticides and artificial fertilisers and can be channelised towards organic farming.”

Housekeeping Tech: Old Trade, New Tricks

Housekeeping is considered as the backbone of the hotel industry. The latest technological advancements has brought about a change in this department’s work system. SANJAY PATHAK finds out how modern technology is playing an important role.

Housekeeping services in a hotel is entrusted with maintaining a hygienic and clean environment. A decade ago, staff were involved in completing the paper work after their assigned job. Room checklist, lost and found, discrepancy report, vacant, dirty and occupied cabin list etc, were mandatory and was noted down manually.

Housekeeping department has large number of staff working right from the Executive Housekeeper (EHK) to housemen. Right from the EHK to housemen, everyone was responsible to finish their respective paper work. Most of the vacant space in the department was occupied by these paper sheet in the folder and were maintained for future references.

As time passed by, technology came into existence and the workload of paper and manual job was cut down to minimium but not completely. However, technology has improved the work efficiency and eliminated most of the time consuming work in the housekeeping department. With development in technology, the work pattern changed a lot in the housekeeping department, which resulted in reduction of manpower and time.



Prior housekeeping processes
Housekeeping job always being a physical work but at the same time it was also a clerical job for the housekeepers. Housekeeping department has large number of staff working right from the EHK to housemen. The supervisor used to note down all the occupied, vacant, dirty rooms of the day and send it to the EHK and the front office. This was done three times a day i.e. in the morning, afternoon and night. Supervisors were responsible for the inventory of the linen. A work list or maintenance slip was prepared for engineering departments for all maintenance work. The housekeeping staff had to undertake these things everyday. The above work was done manually on paper and used to consume a lot of time.


According to Meghana Tendulkar, Executive Housekeeper, Hotel Marine Plaza, “Previously there were a lot of things in the hotel, which were done manually, right from the room status to guest request. Supervisors used to check the room, come down, fill up the register and call up the front office or send a note stating which rooms were clear for business. Even the guest request was a time consuming process as it used to be directed from room maid to supervisor or desk and then again through the same channel to complete the request. The only way one could know that the request is completed was the guest request book at the desk.”



Echoing with the above statement, Rekha Mehta, Director Housekeeping, Intercontinental Marine Drive said, “Earlier we assigned one person to do all the paper work. He had to come down or call the desk to update the maintenance job or for any other work . Lost and found procedure was time consuming and sometimes there used to be discrepancy in room reports sent to the front office. There were no means of communication apart from the phone line at the desk and guest request used to take time to complete.”

Present Scenario
Today, technological evolution being the mantra globally, most of the hotels in the world have installed and applied various applications and software systems. This helped hotelier and also the staff to learn, understand and aware of the latest technology. Today, there are various technology solution company providing the application and services to the hotel industry in India.

“Housekeeping, though a core operational department for any hotel, has not seen many changes, as far as technology is concerned. A few PMS (property management systems) just brush through a small portion of the entire accommodations operations but do not provide a comprehensive solution to the host of activities. The technology at present is limited to majorly just two activities i.e. PMS - caters to the room status coordination between front desk and housekeeping and maintenance related coordination between engineering and housekeeping,” Manish Jain, Director, Kazzam- housekeeping solution company, said.

Developments in the industry - Benefits of technology
Since the inception of technology in the housekeeping department, work has become easier. “Previously, the housekeeping department was considered responsible only for maintaining basic cleanliness and upkeep of the property. Not much emphasis was laid on analysis-reports, software, training of staff related to the latest happening in field of housekeeping. However, in the last five years, trends have definitely changed with more focus on creativity, innovations, training, use of the latest equipments and technologies and software with new processes and standard operating procedure in place, said Mandeep Aasht, Executive Housekeeper, Jaypee Palace Hotel and Convention Centre, Agra.
According to Prem Samuel, Executive House Keeper, Vivanta by Taj, MG Road Bangalore, “Technology is being upgraded every single day and the housekeeping department has seen a sea of change when it comes to technology. Technology helps us in simplifying our work and brings more efficiency to the system. For example, personal digital assistant’s are being used by the supervisors to clear rooms, to get all the information and preferences of the guests and to update the same. In case the guest is checking in for the first time, preferences are taken from the Internet and social websites. Computers reduces the number of papers used thus reducing the impact on the environment. Radio-frequency identification (RFID) are being used in linen to track pilferage. Automatic chemical diluting machines are being used to get the right dilution thereby reducing wastage and increasing efficiency.”

Multiple Uses
PMS, iPads, smartphones, maintenance related coordination, inventory tracking system, RFID (a chip, created by linen technology tracking, are being sewn into anything made of cloth inside a hotel room where a sensor will go off to alert the hotel immediately while taking it) is an example of how technology has been applied in the housekeeping department.

Amlan Ghose, Managing Director, Prologic First informed, “We have offered features to update room status from guest room phones (Today, we enable the same through High Television also known as HITV). We were the first international vendors to introduce features for lost and found tracking and loaned items control. We were also the first to allow maintenance requests to be logged and monitored through the housekeeping software. Today, we offer guest response management system that registers all guest requests, assigns it to staff over mobile text messaging, monitors completion, escalates service delays and records cost of service failures.”

Another company which has been active in making housekeeping solution is IDS Softwares. Solomon James, Vice President, IDS Networks Group said, “The housekeeping department has always looked for, and in most cases adopted comprehensive technology solutions that enhance their overall efficiency, for example, iPads and smartphones with specific housekeeping applications on it, kiosk-based stations at floors and text message modules to address guest grievances rapidly. Numerous functions such as room cleaning, lost and found, housekeeping supplies and inventory, accessing the mini bar using telephones and other common housekeeping functions have been automated using smart applications. We at IDS NEXT constantly engage in research and involve our customers in the process to develop better software offerings especially targeted at addressing their pin-points.”

Overall Impact
The housekeeping department has always been criticised but usually has the least customer interaction. Now, it is fast becoming the most significant department with the management of rooms being high on the priority list.

Liz Moores, Director of Product, Quadriga Worldwide Ltd, UK said, “The industry has definitely made use of the new technology available to increase efficiency and standardise operations. Overall, hotels are using innovative technology within guest rooms to promote hotel facilities and drive revenue opportunities, in short, provide a better service and connect with the customer. Staff retention has also become a driving force in the adoption of new technology. Increased communication between housekeeping staff help to add value. The multiple language feature in technology also enables management to help staff understand fully what is expected in terms of room maintenance and stock control.”

“The largest expense on a hotel’s balance sheet is manpower, out of which 40 per cent is due to housekeeping. Hotels are now looking for solutions that enable them to optimise manpower through innovative means, which is why technology is vital to the housekeeping department,” added Jones.

With a similar view, Jain said, “Housekeeping is responsible for all-important first impressions (cleanliness, upkeep and maintenance). A successful team can influence the profit margins of the hotel than any other department. It is humanly impossible to keep a track of various activities and to remember how many rooms in a 400-room hotel need a room painting or out of 100-plus team members who is most weak in bed making. The worst comes when a housekepeer leaves and a new one joins with no clue of where the department is headed. So, the need to have technology assist in planning the departments progress synergised with the hotels vision is top priority.”


Future Technology
No one can predict the future and no one can say what could be the future in technology in coming years. However, there are individuals who are working and want to develop or want something with some more productivity, which can be useful to the housekeeping department in the near future.

According to Moores, “As innovations in the consumer electronics world evolve, this trend will undoubtedly influence what guests will come to expect during their stay. Travellers will be demanding access to more Internet-based content through the in-room television, acting as a digital concierge to access information. Internet applications on TV sets and 3D viewing and this will further influence consumer choices and the ability for the hotel to deliver the ‘complete experience.”

“The future technology for hospitality would be better sleep management system, innovative service designs for quicker and efficient service,” added Samuel.

However, India is fast catching up with the latest technology and in some areas are better than what the others can offer. It is time, which will decide the excellence of technology in India.

Paradise on Earth: Te Aroha

Nestled in the midst of green hills and lush green landscape in the Kumaon region, Te Aroha is the perfect place to relax, rejuvenate and unwind. Surrounded by apple orchards, Te Aroha located at Dhanachuli Bend (near Mukteshwar), can be an exciting holiday destination. RASHMI PRADHAN gives an overview of the boutique and picturesque resort.

The drive to Te Aroha through the long hill road has lush green pine and oak forest and is just the beginning of a beautiful journey in the lap of nature. The six to seven hours drive from Delhi to Dhanachuli opens up your senses, which usually remains dormant in the hustle and bustle of city life. Located at Dhanachuli Bend, Te Aroha was the erstwhile summer home of the Batra family.

Spread across two acres, Te Aroha, Dhanachuli is a 10-room property with a restaurant and in-room dining facility. The restaurant offers a fine selection of Indian, Continental, Italian and regional cuisines. The unique feature of the restaurant is its wooden roof, which opens to accommodate the trees that were preserved during its construction. This palatial resort is the perfect place for couples, senior citizens and young travellers to rejuvenate. But not to forget, the resort offers a homely atmosphere to the kids as well.

Retaining the old structure
Converting a summer home into a resort was not a simple task as it seems. With the support, guidance and cooperation of family and friends, Sumant Batra managed to convert his dream into reality in just two years. Sumant Batra, Chairman, Treepie Hospitality recollected, “For the past few years, I would come to this house with my family and friends during vacations. Then my friends suggested that I open this pristine place for tourists as well. Hence, I decided to convert the house into a boutique resort. Being a lawyer and on the Advisory Board of many hotels, I have travelled extensively and am familiar with the hotel business.”

Batra informed, “The original structure had three rooms and later eight rooms were added to it. The earlier structure has been successfully preserved to retain its original charm. It has huge decks and terraces, antique furniture, massive glass windows. The furnitures and antiques displayed at the hotel have been sourced from across the country.” Talking about the challenges during the renovation and restoration work, Batra said that it took almost two years to refurbish the property. Since the property is in a hilly terrain, procuring raw materials and construction during the rains and in winters was a difficult task.

The property has provided livelihood to the local villagers. “We have hired local people and trained them as per industry standards. Rather than offering standard luxury to the guests, we aim to offer them something different. We offer personalised service to our guests. The property is spacious with a bird house, water bodies and greenery all around the place.”

The resort offers the finest hospitality amidst the scenic surroundings of Dhanachuli. The property is a harmonious blend of traditional architecture and contemporary comforts. The high ceiling lobby is replete with carefully selected furniture can transport you through time to the bygone elegance of the colonial era. Each room of the hotel has a couple of stories to tell like Tom & Jerry, RK Laxman & Common Man, Cheese & Wine, Akbar & Birbal etc.

In and around Dhanachuli
Dhanachuli is an enchanting little village located a few miles from Mukteshwar, a popular hill station in Uttarakhand. Blessed with pleasant weather, a breathtaking view of the Himalayas, lush forests, enticing apple orchards and charming people, Dhanachuli is perhaps one of the most beautiful weekend getaways from Delhi.

You have the option to go on a challenging walk or, take a leisurely stroll along a tiny wooden lane. Most trails meander through the Dhanachuli village and one could get an opportunity to get glimpses of the local architecture and life. You can also pass your time sitting at the courtyard of the hotel enjoying the beautiful mountains.

For those who would like to explore the region, there are other tourist places like Mukteshwar, Sattal, Bhimtal, Nainital, Jim Corbett Tiger Reserve, Naukuchiatal Lake, Ranikhet and Almora.

Situated 30 kms from Dhanachuli, Bhimtal is located 22 kms from Nainital. The major attraction is the Bhimtal Lake and Bhimeshwara Mahadev Temple. Located 12 kms from Dhanachuli, Mukteshwar get its name from 350-year-old temple to Shiva, known as Mukteshwar Dham, situated atop the highest point in the town, within the IVRI campus, and close to the overhanging cliffs, locally known as Chauli-ki-Jali, used for rock climbing and rappelling, with an excellent view of the valleys below. Sattal is an interconnected group of seven freshwater lakes situated in the Lower Himalayan Range near Bhimtal. These lakes are a paradise for migratory birds. Jim Corbett Tiger Reserve, the oldest national park in India is a three hour drive from Te Aroha.

Windows Phone 7 to get Mango update soon

Microsoft will begin rolling out Windows Phone 7.5, aka Mango, in "one to two weeks." Mango is the Windows Phone platform's first major overhaul since the mobile operating system launched in December 2010. It comes with hundreds of new features, including the ability to create groups in the People hub, deep Facebook integration, and enhanced email and Office apps. Additionally, Mango will feature support for multitasking, which can ultimately lead to home-screen tiles being updated with data from apps running in the background.

Mango brings a huge number of improvements to the system, and significantly expands the number of locations and languages where Windows Phone is available worldwide. In a blog post, Microsoft has said that during the official Windows Phone 7.5 update process, every Windows Phone will also receive software from the handset manufacturer. This matched and paired firmware has been painstakingly tuned so your phone—and apps—work with all the new features of Windows Phone 7.5.

Earlier this year, Microsoft Windows Phone 7 users experienced a delay when Microsoft tried rolling out a minor "cut and paste" update called NoDo. The developer behind the short-lived ChevronWP7 jailbreak for Windows Phone 7 posted a homebrew tool that let users bypass Microsoft and carriers to update their mobile operating system on their own, which Microsoft warned against installing.

Since its release in October 2010, Windows Phone has failed to make a significant impression on the broader smartphone market, gaining only around 1.2% share, while other platforms including Google's Android, Apple's iOS, Samsung's Bada and even Microsoft's previous mobile OS Windows Mobile, have taken bigger slices.

Microsoft is yet to launch Windows Phone 7 devices in India officially though companies like HTC are selling them since early this year. Sources said that once Mango update is available to consumers, the tech giant will formally introduce Windows Phone 7 in India, enabling features like Xbox Live and Marketplace on the devices already available in the market.  (Newsindia Syndication)