Editorial

Greetings to all of you on behalf of the Editorial and Creative team of Crucibles!!!

There has been a lot of action going on at our front for the past month. New leaders have been elected, new roles and

responsibilities allotted, and we are also gearing up to introduce ourselves to the new batches at college. This time again, we

have 80% of the articles contributed to us by external writers. C‟mon Crucibles, its high time we outnumber them!

It gives me immense pleasure to introduce to you the dynamic minds that have contributed towards the success of this issue

of E-Zine-

1. Vineed Unnikrishnan , Sr. Systems Engineer, Global Data Centre Infrastructure Recovery, Bank of America, Meryll

Lynch

2. Dr. Deepika Rupert Gardner, Associate Professor and Head, Department of English, St. Joseph‟s Degree and PG

College, King Koti

3. Mrs. T.V.N.M. Padmavathi, Computer teacher, Nirmala High School, Machilipatnam

4. Sara Amanda Rodrigues, Parts Administrator and Secretary, Jaguar, Bahrain

5. Ann Varghese, Quality Co-ordinator, Care Hospital, Banjara Hills

6. Lee Balki

7. Y. Sandeep

Thank you so much for your contribution and we look forward to more insightful articles from all of you.

A special thanks to Gary Sir for taking out his precious time and conducting a workshop for us on career guidance, making

it easier for us to choose the best option. And of course our very own Shirani Ma‟am for her constant love and support.

I would like to share a quote from the Bible with you all. “Where there is no vision, the people perish.” – Proverbs 29:18.

As the new leaders have been appointed we need a greater vision and more hard work to “Keep the fire burning” as

Benjamin said in the previous issue. There is a lot of learning to be done from Benjamin and Aijaz and we hope that we will

be able to carry the baton of Crucibles forward towards more experiential learning.

I sincerely hope that you enjoy reading the magazine as it is my first stint as the head of E-Zine.

Happy reading!

Thank you.

Harshita Gardner

PGP/F-FW/12-14/IIPM-C

TATA – BY AIR[ASIA]

One of the important things the opposition to Foreign Direct Investment [FDI] in India may have

over-looked is the number of choices that are going to pour in for the common man of India. The nation is seen as a huge

reservoir of luxury deprived citizens whose spending power and standard of living is growing exponentially. While this

may seem as an unwanted Western trespass on opportunity as well as equity, it also implies the development of a Global

Nation. At such a point at which India currently stands on, certain aspects of this multifaceted country can make use of an

upgrade rising from this same trespass.

A major target business ready for this facelift is the airline industry in India, which is in the middle of a „Flight

Revolution‟. Travel by air has gone up until the recent decade, been the dominion of luxury in the country. However, with

the advent of low-cost and budget flights as well as a growing corporate stream that serves agents of Time, India has

taken a grand liking to air travel and not without obvious reasons! This untapped industry has been spotted and lit up as

the base for opportunity in India. With the uncertainty of Kingfisher‟s impending doom, a huge spot of depression has

been created to be duly filled in by the first and the fast mover. The gates having been opened, it might not seem too

obvious to many, but the race has already begun. The early birds have come to make nest and grab the worm of their

dreams!

Air Asia, Malaysia‟s or perhaps the world‟s best low cost airline service has emerged faster than the

others in the market. Based out of Kuala Lumpur, they serve about 25 countries with their services. The story of AirAsia

goes back to the 1990s when it was established by the multinational company DRB-Hicom that assembled cars for major

automobile manufacturers like HONDA, Suzuki, Mercedes-Benz and Volkswagen. Running into heavy loss in early

2000, it was bought for a meagre sum by Tony Fernandes of the Time Warner fame. His overwhelming strategy played a

major role in AirAsia rising up, much like the legendary phoenix and went over to engulf airspace like a wind hungry

behemoth. By 2012, AirAsia had a net profit of $114 million, a zero to one move within only a decade, a real dream come

true.

With a history that grabs eyeballs, AirAsia‟s next venture is moving to India, joining in holy „joint-venture-mony‟ with

none other than the only Indian conglomerate to have both the respect and blessings of the entire population of the nation

– the TATA Group. Mr. Tony Fernandes rightly stated that this was a “match made in heaven” and that the popularity

and stability of the TATA group would ensure a successful run within the Indian airspace. Furthermore, the sanctioning

of FDI in airlines industry, allowing upto 49% investment from foreign institutions and the increasing popularity of air

travel are sure signs of prosperity for AirAsia in India.

Looking closer into this partnership, the major chunk of its holding [49%] would be held by AirAsia themselves; 30%

held by TATA group and 21% by Arun Bhatia [TelestraTradeplace] from the house of the steel tycoon, LM Mittal. A

whopping 81crore of investment is being set out for its India operation, the fruits of which will most definitely see the

light of day. The FIPB

[Foreign Investment Promotion Board] has given the green signal for this joint venture; nevertheless a great amount of

work needs to be done to get clearance and a very important piece of legislation – the Flying Permit. As the word on the

street goes, AirAsia is on their toes to get their specifics ready to move through this without glitches.

Perhaps it is important to deliver commendation, yet again, to the Tata Group for being in the forefront for keeping the

common man of India in their mind at all times. The benevolence of this institution has given rise to the presence of Tata

in every household, even in the most rural and remote parts of the country. From housing projects to technological

resources to their very own flagship project, the Tata Nano, they have ensured that nobody gets left out from getting their

piece of cake. The same story repeats with this venture as well.

AirAsia will be based out of Chennai and will look to pull in the vast majority of India‟s population who depend on the

railway as a mode of travel. With this piece of information, one can speculate that they will provide immensely

competitive prices and will eventually bring down air travel prices by a notch. Their operations are strategizing to cater to

the ill-connected „small‟ towns of India where flight service is unavailable due to want of frequent fliers.

While the news of this joint venture spread like wildfire across the nation, the reactions were varied. We can almost see

the tensions rising among the other players as share prices in Jet Airways India and Spicejet fell by 3.6% and 3%

respectively. A move which implies the market clearly is jolted by the very news of Tata gatecrashing the party!

It is now left to the decision makers to resolve this into a working plan. Will it eventually fulfill the dream of every Indian

and be the helping hand that they need to rise up into the skies? Or will the initial hype and hope be lost in paperwork and

they elect to do what a business does best and profit maximization takes priority over customer satisfaction?

Is Consumerism taking over the World?

The Oxford dictionary defines consumerism as „the preoccupation of society with the acquisition of consumer goods‟.

Even though its origin has weak links with the western world, it has developed into a global phenomenon in the 21st

century. According to a 2012 survey, the total US teen spending amounts to $208 billion and funnily enough 80% of

teenage girls identified shopping as one of their „hobbies and activities‟.

Every business on this planet, now targets the rich and middle-class (soon to be rich!) group. The so-called upper class‟s

tastes, lifestyle and preferences then trickles down to become the standard for everyone, which then drives mass

production to manage these superfluous goods in the most efficient and economical manner. The million dollar question

however is, should the scientific and creative section of this century be using their skills to build products, that only

promote materialism, or should they use their potential for the greater good? Create products that help emancipate the

majority of the society? The workforces, be it production, marketing or advertising are just puppets in this world of

mindless production to create profit for any business that sells.

In 1955, economist Victor Lebow stated – ‘Our enormously productive economy demands that we make consumption our

way of life, that we convert the buying and use of goods into rituals, that we seek our spiritual satisfaction and our ego

satisfaction in consumption. We need things consumed, burned up, worn out, replaced and discarded at an ever-increasing

rate’

This is where the world is headed. As businessmen, we tend to think only of the annual financial reports, and number of

followers, and choose to ignore the stress this system puts on our limited resources. Even if there is a way to produce

something at lower risk to the environment, high prices drive the customer base and profits away.

Ask your parents, and you‟ll know about the good old days, when a TV used to work for 20 years. Most commodities

today hardly last a few years if lucky, or fails just after the warranty period or the urge to

upgrade kicks in. Can‟t blame the consumers, there are just too many choices. For a population of 315M in the US, Apple

has managed to sell 850M products. Shocking?

Everyone has heard the statement - „Customer is King‟, but if you really think about it, we as consumers are nothing but a

means to an end.

Vineed Unnikrishnan

Sr. Systems Engineer Global Data Center

Infrastructure Recovery Bank of America

Merrill Lynch

Mohammed Jalal & Sons exclusive dealer of Jaguar (Bahrain)

Mohammed Jalal & Sons, a diversified and entrepreneurial conglomerate whose origins lie in trading, was established in

1948 in Bahrain. Initially, the company tried to satisfy the identifiable needs of the Bahrainis by supplying goods such as

consumables, materials, furnishing, stationery and cars. The portfolio of the group had to be eventually expanded with

kitchen equipment, interior design, air conditioning, lifts, escalators and office automation equipment and computers as the

constructive activities began to boom.

These growing needs in the country were met by the establishing a network of engineering companies. The group is also

extremely active in the service sector including maintenance, catering, housekeeping, pest control, insurance, travels, and

clearing services.

Mohammed Jalal & Sons Automotive is the authorized dealer of Jaguar in

Bahrain. The showroom in Sitra features the Jaguar models XF, XJ and XK, trades Jaguar approved (pre-owned) cars &

After-Sales Service Center. Jaguar Cars Ltd, known simply as Jaguar, is a British luxury car manufacturer, headquartered

in Whitley, Coventry, England. It is a part of the Jaguar Land Rover business, a subsidiary of the Indian Company, Tata

Motors.

Jaguar was founded as the Swallow Sidecar Company by Sir William Lyons in 1922, originally making motorcycle

sidecars before evolving into passenger cars. Following a merger with the British Motor Corporation in 1968,

subsequently subsumed by Leyland, which itself was later nationalized as British Leyland. Jaguar was listed on the

London Stock Exchange in 1984, and became a constituent of the FTSE 100 Index until it was acquired by Ford in 1989.

The mission at Jaguar, since the company was founded by Sir William Lyons in 1922, has been to create and build

beautiful fast cars.

“Cars that bring enjoyment and exhilaration of driving to life.”

Sara Amanda Rodrigues Parts

Admin and Secretary Jaguar

Bahrain

PRIVATE HOSPITALS MAKING THEIR STAND

The private sector hospitals in the city have decided to pull out of Aarogyshri scheme from May 3rd

2013, after the

government refused to accept a minimum 30% hike on the existing tariffs and said henceforth they would admit patients

who can be discharged before the deadline. If private hospitals go ahead with their plans, thousands of poor people will

be denied quality care in top private hospitals in Hyderabad and elsewhere in the state, and is likely to force the

government to take action. About 250 private hospitals in the state treat about 2 lakh patients annually under the

Aarogyashri schemes and diseases. Since the scheme inception in 2007, costs have gone up steeply, but the government is

still reluctant to revise the tariffs. Initially it was told that 28% of the population falls under BPL and will be covered

under the scheme, but the fact is 82% of the population is eligible to avail this scheme.

In another development, the AP Private Hospitals and Nursing Homes Association (APNA) and AP Specialty Hospitals

Association (ASHA), served a notice to the CEO of Aarogyshri Trust demanding a minimum 65% hike in the tariffs, over

and above the revised tariff‟s for health insurance scheme for state government employees and their dependants for twin

sharing of rooms. They also demanded a 100% hike over and above the revised tariffs for single private rooms. The

notice comes at a time when the state government is planning to launch the scheme for government employees on the

lines of Aarogyari after Ugadi this year.

The private hospitals said that apart from a 30% hike on the existing tariff there should be an annual revised hike of

100%. The hospitals also made it clear that they cannot carry out preliminary tests and pre-operative investigations for

free and hence should be reimbursed. Hospital representatives said at a press conference, that the government‟s new

health scheme, similar to Aarogyasri, which covers 17 lakh state government employees for 3000 diseases and ailments,

would drive many hospitals towards bankruptcy, if implemented. Let‟s hope that the private hospitals do not brainstorm

to an extent of losing their customers. The fate of the poor people who cannot avail and afford these expensive treatments

remains a question.

ANN VARGHESE

Quality Coordinator,

Care hospital, Banjara Hills

INDIAN RAILWAYS- LIFELINE OF THE NATION

The Indian Railways is an enterprise owned and operated by the Government of India under the

Ministry of Railways through the Railway Board. It is one of the world‟s largest rail networks having a length of 65000

kms and the largest government organization in India. The introduction of railways in India was done by a British engineer

namely Robert Maitland Brereton from 1857 onwards. The first Railway Board came into existence in 1905 under the

powers of Lord Curzon and it served under the Department of Commerce and Industry. Towards the end of the British

Empire in India, the government finally took over all rail systems by 1946. The headquarters of the Indian Railways is

presently located in New Delhi, India, headed by Railway Minister Mr. Pawan Kumar Bansal. The first Indian Railways

Minister was Mr. John Mathai. The first train to run was from Mumbai to Thane.

The Indian Railways is divided into zones and further categorized as divisions. A General Manager is the head

for each zone and the divisions are headed by Divisional Railway Managers. The railway employs almost 1.6 million

people (2011) wherein 1200 officers form the line and staff management, and is the world‟s largest civilian employer. The

staff of the Indian Railways are classified into gazetted (A and B) and non- gazetted (C and D) employees, where the

gazetted employees are recruited through the Union Public Service Commission examinations and the non- gazetted

employees are recruited through twenty Railway Recruitment Boards. Once the recruitment is done, all the cadres are

trained among six centralized training institutes.

The Indian Railways is a totally independent and self sufficient unit. It manufactures most of its rolling stock

and heavy engineering components. Rolling stock refers to all vehicles that move on a railway. This is done at its six

manufacturing plants known as Production Units, Managed directly by the Ministry. It has not only manufactured its own

rolling stock but has also exported rolling stock to other countries.

Freight traffic contributes 70% to the revenue earned by the Railways (Rs.686.2 billion from freight and Rs.304.6 billion

from passengers in 2011-12). Most of the profit comes from movement of freight and a loss is recorded on passenger

traffic. The passenger fares are kept deliberately low as the compensation of loss is done by the movement of freight. Most

of its freight earnings come from movement of bulk goods such as coal, cement, food grains and iron ore in full rakes. But,

it is losing its freight traffic due to the roadways. The coal engines have been replaced with diesel and electric engines

which are more efficient.

The trains are divided into different coaches based on the requirement and affordability of the customers. The

security of the customers is looked after by a separate Paramilitary Force known as the Railway Police Force.

The railway also offers its employees a lot of benefits ranging from residential and medical benefits. The

employees also have the option of travelling anywhere in the country with their families for a lesser rate. These kinds of

perks and incentives keep them motivated and that is how the railways are roaring away its way to success.

The Indian Railways form an integral part of the life of the people of India. It is the most convenient mode of

travel for Indians as it caters to all classes of the society. And India being such a country having a very diverse range of

people makes it all the more necessary for the railways to exist. The railways are the backbone of the information transport

in India and bring India among one of the best countries having a good communication infrastructure. It is in a dynamic

phase of growth and is moving towards the objective of providing world class facilities to its customers.

Harshita Gardner

PGP/F-FW/12-14/IIPM-C

Rolling out Magnum Ice Creams in India- HUL

During this time of the summer, when the sun just comes scorching down on us making us wear out soon than expected,

the Anglo- Dutch Multinational‟s Indian unit, HUL is dishing out its Magnum Ice Cream bars and making an entry into

India.

Sapan Sharma, the Manager at HUL says that “India is ready for such a premium product”. Panic is not associated with

the word „premium‟ anymore as it stands for the quality ensured. HUL is launching its vanilla ice cream on a stick

wrapped in a thick Belgian chocolate shell, in the very beginning of the fiscal 2013, in Chennai, for a premium price of

Rs. 75 per piece.

Europe‟s largest ice cream brand, Magnum, was launched in UK in the year 1987. But only very recently has it thought

about its venture into the US. Even though late (2011), the ice cream achieved a sales of worth $100 Million in its first

year in the US.

Magnum is posing a whole lot of threat to its competitors by planning to sell through supermarkets, its own ice-cream

parlours and trikes. This brand is sold in more than 50 countries and has a market share of one-fifth of the $85 billion

global ice creams like Breyers, Ben & Jerry‟s and Cornetto.

Considering the increasing level of affluent consumption this summer, HUL sees a lot of potential growth in India.

Neethu Unnikrishnan

PGP/FW/12-14/ISBE

‘Shared Leadership’ is the new Mantra for success!

The fundamental idea behind shared leadership is where leadership roles are shared between two individuals and the

responsibilities are shared within a team. In other words, it is decentralization of the power centre and progression towards

a democratic mode of working. According to Bergman, Rentsch et al, „shared leadership occurs when two or more

members engage in the leadership of the team in an effort to influence and direct fellow members to maximize team

efforts’.( 2012). Although this is a fairly new concept in management today, yet research shows that it was present even in

the early days of Republican Rome which lasted for nearly four centuries.( David Sally, 2002). This paradigm shift can be

attributed to rise in teamwork concept today. It also helps in solving complex problems while promoting inclusive growth.

With the complexity and ambiguity of tasks shared leadership is becoming increasingly popular. A recent survey shows

66% of Asian leaders create a demotivating climate for their employees by their „coercive‟ leadership style. (Mohinish

Sinha, Hay Group Survey, Deccan Chronicle, Hyd. 5 April, 2013).”So, the more leaders can improve the climate they

create, the higher the performance of their team will be.” In this context Craig E. Johnson (2001: 9- 23) has usefully

employed the metaphor of shadow and light. He avers that “leaders have the power to illuminate the lives of followers

or to cover them in darkness” (ibid: 9). Shared leadership, thus is something which is both inclusive and elevating. It

maximizes all human resources by empowering individuals & giving them an opportunity to take leadership positions in

the areas of their expertise. (Marshall Goldsmith). According to Sumit Sharma, Chief HR Officer, Uninor India, ”In

addition to fostering efficiency and a strong culture, shared leadership also gives an organization the ability to

create a versatile leadership pipeline”.

However, some points to be borne in mind for shared leadership are:

Clarity of vision

Effective communication

Maturity of organization

Quality of people

Innovation

“Maruti Suzuki follows a shared leadership pattern where each vertical is headed by an Indian COO as well as a

Japanese director. Whereas the Japanese contributes the best of global practices, the Indian contributes sound

knowledge of Indian customers, markets, culture and realities”-S.Y Siddiqui, Chief Operating Officer Administration.

Hence, the organization must have a high-spirited workforce, people friendly HR polices and strong passionate leaders

who could actually work and coordinate between employees and management in the interest of the organization. The

demands on leadership in today‟s world are humongous so shared leadership seems to be the perfect way to move towards

progress and success!

Dr. Deepika Rupert Gardner

MA English, MA Linguistics, LL.B, B.Ed, Ph.d

Associate Professor& Head, Dept. of English

St. Joseph’s Degree & PG College, Hyderabad

NATIONAL SEMONOR & EXHIBITION ONTRENDS & DEMANDS IN IT & ITs

FEDERATION HOUSE, REDHILLS, HYDERABAD, ANDHRA PRADESH.

It gives me immense pleasure in sharing with you the highlights of the National Seminar & Exhibition on" TRENDS &

DEMANDS IN IT & ITs"

Dr. (Smt.) Kruparani Killi, the honourable Union Minister of State for Communications and Information Technology,

Government of India & Sri Ponnala Lakshmaiah, the honourable Minister for Information Technology and

Communications, Government of Andhra Pradesh said that there will be abundant job opportunities for IT sector, around

60 billion USD is the market value for IT and around 3 lakh vacancies will be created within the next 3 months.

Mr. C.S.R.PRABHU Deputy Director General of NIC has introduced e BHARATH 2020 by which one can even cast his

vote by a mobile phone (m-election), m-biometric identity authentication, (m-health) mobile health consultancy, etc. The

ubiquitous mobile phone will have to be made the central point of delivery of all services- not just e governance

certification service and people will be able to get the government certificates very easily than now.

Mr. PRADEEP DESU, International Head for Pocket Gem spoke about the market value of the mobile industry which is

1.5 trillion USD globally and the future changes in usage of mobile for all needs of payments, job opportunities and

challenges in mobile sector. The Indian domestic market when compared to others is less prone to global fluctuations

since the talents are available at a lesser cost.

Mr.Shrinidhinpolasani, CEO of Bizzbook started off by saying, “Let me take you through my area of interest- touch

screen technology. How it is changing our lives, where it is heading and what better things can be done with it”. The tablet

pc usage has increased in different contexts, sectors, and fields like educational fields, in hospitals to send the patient

information to the doctor easily, tabs can be fixed in buses, trains and airplanes through which we can access our emails,

watch movies and listen to music. The latest models coming in the near future will be:

-Eye controlled tab -Eco pad

-File top tab -

Bendable touch screen -Doodle

Book

In the end he added “We as a Bizzbook manufacturing company, would look forward for further research and

development in the field of touches and bring the latest aesthetic advantages in the electronic sector”.

Many eminent personalities gave brilliant messages and my take home message was on “How to become an entrepreneur

easily.”

Y.Sandeep

PGP/FW/12-14/ISBE

MOBILE PHONE A BOON OR A CURSE TO THE COMMON MAN

The technology is advancing day by day. There are many new inventions. Everyone is very happy with technological

development. While it is so, is there any development in the human behaviour and attitude? Are they leading a very

comfortable life in line with technological advancement?

This thread is to discuss about the use of Mobile phones. During earlier days, a land phone used by a whole family was a

dream of the common man. But now, each and every home provides a cell phone to each member of the house including

school going children. Unknowingly, this incurs a lot of expenditure.

What I wish to know is whether these mobile phones are a boon or a curse to a middle class or lower class common man.

It is a curse, because a middle class average family is forced to hold a mobile phone like others and incur a great

expenditure to recharge and top up. Even if there is no purpose, the mobile phone tempts to create a purpose. An average

clerk who earns Rs. 300 per month needs to spend a minimum of Rs. 30 for the same. This is 10 percent of their salary.

This was not the case in earlier days. It is a boon or curse to the middle and lower class. Since it is available in cheap rate

does not mean we should buy an elephant. Like for a person who earns a 4 figure salary, a big part of his earnings goes

towards recharging. Some like to replace older phones with latest phones regularly to show oneself as a tech gag. He

always goes behind short cuts which ultimately cuts short everything.

“It's not the fall that kills you: it's the sudden stop at the end!”

I believe mobile phones are a boon if used in the right manner. People should themselves be able to decide how much to

spend on recharge of their phones. It is a great invention that has helped people stay in touch in this age where people

hardly find time for each other. The extremely cheap mobile calling rates and a few free services like 108, 100, 104 etc in

odd hours have made this possible for every common lower class man to avail the same. I treat this mobile for any class as

a boon because a human being is an eccentric.

Just as everything has an advantage and a disadvantage attached to it, similarly, mobile phones have their own boons and

misuses. In one way, they have helped people be in touch with each other and on the other side they have created ripples

between the relationships and made many people introverts, as most of the time either they are busy in messaging or

making or receiving calls.

We cannot say having a mobile phone is a curse or boon, as it depends upon the attitude of the person who uses it. We

cannot imagine life without mobile phones at present. If this facility is used for proper communication purpose it is a boon

for them and if it is used for wasting time, it is a curse for them. Nowadays students are wasting a lot of their time as well

as money on these mobiles and for them it is a curse.

Recovering from the mistake is very difficult process but once we find it in the right way we will be able to start our life

afresh. “Earning knowledge is by sharing it with ISC and we will rectify our mistake.”

When mobile was first introduced, it was considered as a luxury item and was restricted only to the rich and those who

could afford it. But when the time passed and more mobile service providers entered the market, the demand for mobiles

increased and that necessitated one for every one. The advantage of having a mobile is more and therefore even the poor

wouldn‟t mind maintaining a mobile at the cost of a square meal.

But in the present scenario advantages of using a mobile phone always outnumbers the disadvantages of it.

Mobile is a mini world for everyone. On other side we are hearing that excess usage even causes cancer. So we have to

curtail its use.

Experts comment -“Invisible Bomb cell phone”. Experts say that if mobiles are not used properly, we may get a disease

called cell shoulder. Suggestion is to use land phones rather. While purchasing, make sure that the cell has a SAR

(Specific Absorption Rate) limit of 1.6 watts/kg. Some experts say that in the month of July many revolutionary changes

are going to take place. It is told to avoid using WIFI network.

Mobile phones are good if used wisely. We know that excess of anything is bad, it applies to mobiles too. Many other

disadvantages related to it are physical problems (headache, weakening of eyesight etc), people withdrawing from real

society, unexpected expenditures, lowering marks and many more.

Personal view.

DISTANCE FROM A HANDSET IS IMPORTANT.

A TECHONOLOGY-FREE BEDROOM CAN BE AN IDEAL WAY TO ENSURE SOUND SLEEP.

“Teaching is my passion and sharing knowledge is my motto”

Mrs.T.V.N.M.PADMAVATI

Computer Teacher

Nirmala High School

Machilipatnam