Contents

CCover Story
Profits on your doorstep
Many of us nurture a secret desire to launch a business of our own. Yet,
few of us actually go on to convert this dream into reality. Nothing can be
more frustrating than to watch others embark on this journey while you are
your-self dithering on the shore! This cover story provides some insights
into managing your business. Some of these are conventional wisdom while
others reflect the state of the art in management thinking, worldwide. Yet
others may be shockingly unconventional.
22

SStrategy PPsycho-logic

* 7 ways to grow with * Strictly love

your personal wealth
Did you ever think that you have to be rich to be happy? If you
are poor a little extra money can bring you absolute happiness.
Constant struggle to accumulate wealth and money can empty
all your inner resources and energy needed to lead an enjoyable
life. At the same time, the constant chasing after money can also
motivate you to refocus your life on things that matter. 14
Are you a responsible parent?
Do you feel so responsible that
you take all the decisions on
behalf of your children? If so, there is every chance that your child
develops “Obsessive Compulsive Disorder”, a condition which leads
a person to hypertension. To your shock you may find your child
getting closer to his/her friends, instead of even spending a little time
with you. This can upset the way you relate with your child.
17

R Regular Columns
Media Scan 09
Personality 06
Pedagogy 10
Leading Edge 12
Strategy 14
Event 16
Management 18
E-Learning 20
In-Depth 28
Career 30
Seasonal 32
Yours Space 33
Technology 36
Bingo! 39
Travel 40
News you can Use 41

ed matrix august 2008 

E d i t o r ’ s De s k
Collective harmony, not
individual glorification!
A
t 14, Suhas Gopinath
was the world’s youngest
CEO when he started
Globals Inc. in San Jose,
California, in 2000. The
company shifted to India in 2004, and
is now a Bangalore-based MNC offering
offshore development, IT consultancy,
software development, web development
and various other services with offices in
the US, Canada, Bahrain, Italy, the UK,
Germany, Spain and Australia.
Suhas is now 22. In a true conquer- the
–world- style, he is foraying into Europe
to set up new offices there. The World
Economic Forum recently selected
him as one of 2008’s Young Global
Leaders, an honour bestowed upon
young professionals the world over in
recognition of their accomplishments,
societal commitment and contribution
with a potential in shaping the future of
the world.
With this, Subhas becomes the
youngest member of the Young Global
Leaders Forum. He has also received
the prestigious Young Achiever’s
Award by the European Parliament
and International Association for
Human Values.
We have seen perfection all around us
in the recent times. Media coverage
on the success stories of best people,
unbelievable entrepreneurs, child
prodigies and illustrious students, is
overwhelming.
But, as individuals we cannot deny the
fact that it is not all that easy to become
a perfect individual. No matter how hard
we try, we act in ways that cause us to
make the wrong life decisions almost all
the time. Excellence and perfection have
very little place in our daily life. It is true
 ed matrix august 2008
Editor - in - Chief
Rajvee. S.
Associate Editor
Raj
Executive Editor
Rajesh
that society appreciates excellence in all
Sub-Editor
its form. People who excel are wanted Talitha Christy
by every organization. But do we realize
Design & Layout
that it is a by product of several other Ruslius Leeman
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Marketing Manager
total control? It is often coupled with Stalin Joseph
other forces in operation around us in
the universe. Advertising Manager
Moni
We cannot for instance deny the fact that Administrative Manager
many of these so called perfectionists end Praveen Kumor
up with psychosomatic disorders. How Principal Correspondents
do we account for the drudgery, illness Anandha Prabhu
and dejection that happen to haunt many Suresh Babu
such perfectionist. Suhas Gopinath may Photographers
be a great young achiever. But is this Ruslius Leeman
Shanmugasundaram
a matter for everyone to emulate? No!
There are some hard lessons each of Videographer
us needs to learn from life’s bounteous
experiences. The definition of perfection Video Editor
and excellence needs to be redefined for
our society with such disparities. Special Correspondents
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certain that our decisions are perfect? Owned & Published by
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ed matrix august 2008 
Personality

S
udha Murthy is an
Indian social worker and
accomplished author. She is
known for her philanthropic
work through the Infosys
Foundation. Among other things, she
has initiated a move to provide all
government schools in Karnataka with
computer and library facilities. She also
teaches computer science and writes
fiction. Dollar Sose (Dollar daughter-
in-law), a book originally she wrote
in Kannada and later translated to
English as Dollar Bahu was adopted
as a television serial in 2001.
She did B.E. in Electrical
Engineering from the B.V.B.
College of Engineering &
Technology, Hubli. She stood first in
Karnataka for which she received a
gold medal from the Chief Minister
of Karnataka. She also completed
her M.Tech. in Computer Science
in 1974 from the Indian Institute of
Science, Bangalore, stood first in her
class and received a gold medal from the
Indian Institute of Engineers.
She was also the first woman engineer
to be selected in Telco (now Tata
Motors), Pune. She had written a
postcard to JRD Tata complaining
of the gender bias in Tata Motors
(Telco then had a men-only
policy) and she was invited
for a special interview by Tata
Motors. (Please see external It was her savings of
link Aapro JRD). She was
living in Pune from 1974-1981, Rs. 10,000 that was
later she moved to Mumbai. instrumental in the
It was her savings of founding of Infosys;
Rs. 10,000 that was
instrumental in Narayana Murty proudly
the founding mentions this fact.
of Infosys;

Dollar Daughter
Sudha Murthy, a social worker and an accomplished author has taken Infosys to humanitarian and
Philanthropic grounds of accomplishments.
 ed matrix august 2008

Narayana Murty proudly mentions
this fact.
On November 19th 2004, she was
presented with the Raja-Lakshmi Award
“in recognition of her outstanding
contribution to social work” by the Sri
Raja-Lakshmi Foundation, Chennai.
Mrs. Murthy is the wife of software
industrialist N.R. Narayana Murthy,
the sister of Jaishree Deshpande (wife
of billionaire telecom tycoon Gururaj
“Desh” Deshpande) and renowned
Caltech astrophysicist Shrinivas
Kulkarni, and the granddaughter of the
late Shri Narayan Melgiri, a prominent
19th century Kannadiga advocate.
She has written many stories, mostly
published by Penguin, which deal with
common lives and her views on donations,
hospitality and realisation. Some of
them include Sweet Hospitality, Wise
and Otherwise etc. She also focuses on
social works and her husband Narayana
Murthy’s achievements.
In 2006, she was awarded the Padma Shri,
a civilian award from the Government of
India and received an honorary doctorate
from Sathyabama University.
Sudha Murthy on Infosys and life’s
values
It’s her passion and commitment to
use what she has been blessed with for
the benefit of others that keeps Sudha
Murthy ticking. Very few are aware of
Sudha Murthy’s achievements.
She has single-handedly evangelizing
the move towards corporate social
responsibility. She has worked almost for
a decade to change the lives of children
in the heart of rural Karnataka by giving
them access to food and education.
She is an author of 92 books in almost
every Indian language to her credit.
She is one of India’s most celebrated
entrepreneurs. Here she speaks her mind,
shies away from the limelight and truly
practices what she preaches.
Founder, Infosys Foundation, Sudha
Murthy, told CNBC-TV18, “In life’s
journey, we all meet strange people and
undergo many experiences that touch us
and sometimes even change us. If you
have a sensitive mind, you will see your
life too in the vast storehouse of stories.
For me, it is something closest to my
Personality
heart. Initially, I was a mother to it but
somewhere along the line, it has become
the mother and I the child.”
• Life lessons from Narayana Murthy
Excerpts from an interview given to
CNBC-TV18:
You are in a sense the angel investor be-
hind one of India’s largest entrepreneurial
success stories. It was your Rs 10,000 that
started Infosys. But purely as a person, what
is this success story?
Sudha Murthy: How do you define
success? I gave Rs 10,000 not thinking
In 2006, she was
awarded the Padma
Shri, a civilian award
from the Government
of India and received
an honorary doctorate
from Sathyabama
University.
I would get a great return. Here is a Sudha Murthy: No, it was very hard for
man who is dreaming of a company me, it was not a easy decision because
and he told me without your support it
in 1968 I joined an engineering college
would be difficult for me to start and I
and in 1972 I graduated. There was not a
helped him. That’s what I considered and
single girl in the university.
nothing more.
For a person like me who was so career
Did you believe in the vision that he had?
conscious and who was so fond of
Did you ever think that Infosys was going to technical things, it was very hard. But
turn out to be what it is today? Murthy being a very strong person, he
said it’s either you or me.
Sudha Murthy: No, I only knew that
Murthy is a very honest and hardworking When he said that, then I thought
person and he wants to do something and practically. If I am in, then he is out and
he told me I require three years of hard when you start a company you have to
work from you and I will not be able run around, stay away from the family,
earn. You’ll have to manage the family everything you have to do and I am a
and give me the initial investment. woman, I couldn’t be away from the
I said, okay, let him do it. When you family and the children.
don’t have many things, then you don’t
Secondly, I knew children require their
get scared.
mother at an early stage of life and not
He also gave you choice and he said that so much when they grow up. Whatever
both of you couldn’t be at Infosys together. value system you teach, it’s only in those
He gave you the choice of joining Infosys crucial years. So, therefore I said okay
but you chose to pull back and not do it -- at and I made the decision but my heart was
any point of time did you think that maybe very heavy. It took many years for me to
you would have liked to have done on? reconcile to this.
ed matrix august 2008 
Personality
But couldn’t you have gone back once
your children grew up?
Sudha Murthy: By that time, I realised
it is not only technical thing that’s great
in life, there are many more things in life,
which are very important. So, when one
window was closed, God opened a door
to me and that is the Infosys Foundation.
Have your relationships become transac-
tional? Do people now talk to you only to
associate with you because they want
something from you?
Sudha Murthy: It becomes so hard to
find a genuine friend or a genuine relation
because everything is a transaction in
one or other. It could be money, it could
be job, it could be an association and
somewhere I feel I lost the golden days.
So it’s been a lonely journey, isn’t it?
Sudha Murthy: Of course, when your
husband builds a company like Infosys
along with his teammates it is like a
tapasya -- that means 100% concentration
on his work -- and God is so intelligent,
that irrespective of your status or gender,
he gives everybody only 24 hours and Mr
Murthy used all these 24 hours for one
purpose and that is Infosys.
What was left for me and the children
was hardly anything and I became like a
single parent with two children. Murthy
never knew which class they were in and
he never went to any PTA. He only came
to know when the children grew up and
went to college. I had to struggle with
their PTA, their progress reports, their
holidays.
Is it also because you created your own
identity besides being Mrs Narayana
Murthy, which is what has kept you going
for so long?
Sudha Murthy: Because I believe that
every human being should run their own
marathon and this was taught to me when
I was a young girl by my grandfather
who was a Sanskrit scholar.
He told a very beautiful shloka. He said
Krishna is respected not because he is
son of Vasudeva, not because he is the
husband of Rukmini, not because he is
 ed matrix august 2008
God is so intelligent,
that irrespective of
your status or gender,
he gives everybody
only 24 hours and
Mr Murthy used all
these 24 hours for one
purpose and that is
Infosys.
the father of Aniruddha, not because he
is Yashoda’s adopted son, but because
Krishna himself was a different person.
Similarly, in real life, it is nice that you
are related, you are married and all those
things, but you are what you are and I
always believed in my own strength,
my own weaknesses and my own way
of thinking, which helped me a lot to
achieve what I liked.
Do you consider yourself a feminist?
Sudha Murthy: I really do not know
how to define a real feminist. I felt when
I was 23 years old, there was gender
discrimination and I felt I must inform
Mr JRD Tata because I was studying in
their institute.
The greatness is not me writing a letter
but it was Mr JRD Tata, who was great.
He was a chairman and a big man who
has many companies and he gets a
postcard from an unknown girl hailing
from a middle class doctor family, from a
small town known as Hubli. She writes a
letter and he accepts it in a positive way
and he said that this girl should be called
for an interview -- that made me feel like
a very great person.
You feel like a misfit in corporate India’s
jetset crowd?
Sudha Murthy: Probably, because I am
definitely not in the corporate scenario.
Did Mr. Murthy ever say that maybe you
should try?
Sudha Murthy: Never ever. Actually,
both of us have this equation that we
never criticize or cross each other’s
path. For example, Mr Murthy never
tells me you should not give money to
these people or you should give money
to those people.
And not even once, in my 10 years in the
Foundation, Murthy has insisted for any
project money should be given either
personally or officially.
But have you been able to translate your
philosophy and the way that you have been
brought up and the way that you have lived
your life to your children as well?
Sudha Murthy: They won’t see it
exactly that way. But to some extent they
can understand and they can follow.
One year I remember, my son sent
me a birthday greeting which said:
‘Every mother works for their children,
my mom works for somebody else’s
child and Happy Birthday.’ And
these soft words came from a young
boy of 20. Probably, it is the love or
compassion he has seen and learnt in his
formative years.
Apart from the philanthropy, you have
said that Mr Murthy has become very
serious now, but do you still manage to
take out time for the indulgences that
you used to enjoy -- you like going to
movies and enjoy music, does any of
that still happen?
Sudha Murthy: No, Murthy does
not come to the movies at all actually
-- maybe for 20-25 years we had not
seen any movie. Recently, I took him
for a movie and he was saying how
we should improve the quality, now he
looks at everything in a manner of how
we should improve the quality, how we
should get an Oscar.
He looks for excellence in everything.
Murthy does not enjoy what he used to
enjoy before.
So he is a different man, he is not the same
man you have married?
Sudha Murthy: Yes, he is different
today.
Nirupama

Let’s March
to Teach
Teach India is a nation-
building initiative (or
social initiative) from the
Times of India that brings
together children in need
of education and people
who can contribute
a little time towards
teaching them.
W
hat if today was the last
day for you to change the
destiny of our nation?
The Teach India Initiative
started as an idea with
committed individuals who were always
keen on doing something for the society
and came forward to become the catalyst
of social change.
Nothing however ,could prepare us for
the breathless response that actually
greeted our call . Doctors and lawyers,
business and housewives, in fact even
students and retired people trooped in to
become teachers. All we can muster in
response to this extraordinary outpouring
of sincerity is simple, heartfelt thanks.
As for those equally dedicated individuals
still trying to make up their minds on
those two hours every week, the Teach
India team says the time is now. And
there isn’t a moment to waste. Because
today is the last and final chance to make
a difference to someone’s life and as a
result of that, your own.
Sixty of India’s committed NGOs, schools
and other social organization have
already pledged their support to the
Teach India movement and it is counting
on the participation people who can teach
willingly. If you are truly possessed by a
desire to get involved you can register
and begin teaching. To register, just
log on to www.teach.timesofindia.com
to discover how two hours a week can
make the difference to a child’s life.
WE’VE JUST IDENTIFIED THE PERFECT
SOLUTION TO ILLITERACY. : YOU’
Teach India is a nation-building initiative
(or social initiative) from the Times of
India that brings together children in
need of education and people who can
contribute a little time towards teaching
them. It is based on one simple principle:
If you have the desire to teach, we will put
you in touch with underprivileged children
who are willing to learn. With over sixty
of India’s committed NGOs, corporate,
schools and social organizations already
supporting our cause, we now look for
selfless individuals to come forward and
help change the future of a child forever,
by giving just a few hours a week to
Teach India
How do I apply?
As part of the Teach India movement,
The Times of India has established
partnerships with several NGOs in
Delhi, Mumbai, Chennai and Kolkata.
Anyone interested in participating can
visit the Teach India website at www.
teach.timesofindia.com and join us.
Alternatively you can also fill out the
Volunteer Registration form submit it to
ed matrix august 2008
Media Scan
The Times of India office in your city. To
receive the form on email, SMS TEACH
to 58888.
How does Teach India work?
As soon as your completed form reaches
the Teach India office, you will receive
a confirmation message. You will then
be mapped to one of our NGOs based
on your area preference and time
commitment, and asked to contact a
NGO coordinator assigned to you and
meet him/her. Once selected, you will be
placed in one of the programmes, and
after a basic orientation, your teaching
sessions will begin.
What kind of education will I be
providing?
Teach India aims to help undereducated
children through a variety of programmes,
including basic education, support
classes and even story-telling. These
are all very easy to teach programmes
in which simple topics have to be taught
to children mostly at primary school level
the teaching would be one-on-one or
to small groups of children. The type of
programme a volunteer is assigned to,
will be decided after assessment by the
NGO, keeping your location and time
preference in mind.
How long will my teaching
commitment last?
Teach India is looking for volunteers who
can participate in the programme for 3
months. If you wish to continue teaching,
the same may be made possible by
the NGO you are working with through
mutual discussion.
Many corporates, schools and colleges
have already agreed to join the Teach
India movement, and many volunteers
from these institutions have expressed
their intent to volunteer for Teach India,
but still the team is looking for people like
you to come forward, in your individual
capacity or as part of a partnering
corporate, school, college or any other
institution or organization. You can opt
to teach according to your convenience
and satisfaction.
Kalpana. E

PedAgogy

and basic mathematics, but also touches

Education in Belgium
already a very broad range of topics like
biology, music, religion, history etc., While
morning lessons often concentrate on
reading, writing and basic mathematics,
lessons in the afternoon are usually about
other topics like biology, music, religion,
In spite of three Linguistically grouped syllabus patterns, education history or “do it yourself” activities.
in Belgium offers simplicity and uniformity in the educational Flemish schools in Brussels and some
process. municipalities near the language border, must
offer French lessons starting from the first or

E
ducation in Belgium is regulated
and for the larger part financed by
one of the three communities
namely the Flemish, French and
the German. All the three
communities have a unified school system,
with small differences between the different
communities.
The schools can be divided into three groups:
1. Schools owned by the communities like
Flemish, French and German 2. Subsidized
public schools, organized by provinces and
municipalities and 3. Subsidized free schools,
mainly organized by an organization affiliated
to the Catholic church. The latter is the largest
group, both in number of schools and in
number of pupils.
Education in Belgium is compulsory between
the ages of 6 and 18. Private home education
is possible, and the numbers are rising slowly.
Stages of education
The different stages of education are the
same in all communities. Basic education
consists of Pre-school - 6 years, Primary
school: 6-12 years and Secondary school :
12-18 years. The Higher education consists
of University and Polytechnic/Vocational
university
While morning lessons
often concentrate on
reading, writing and basic
mathematics, lessons in
the afternoon are usually
about other topics like
biology, music, religion,
history or “do it yourself”
activities.
Primary school
Primary school consists of six years and the
subjects given are generally the same at all
schools. Primary schooling is free and age is
the only entrance requirement.
Primary education is divided into three cycles:
1. First cycle (year 1 and 2) 2. Second cycle
(year 3 and 4) and 3. Third cycle (year 5 and 6)
Education in primary schools is rather
traditional. It concentrates on reading, writing
the second year. Most other Flemish school
offer French education in the third cycle.
Primary schools in the French Community
must teach a foreign language, which is
generally Dutch or English, depending on the
school. Primary schools in the German
Community have obliged French lessons.
There are also some private schools set up to
serve various international communities in
Belgium (e.g. children of seafarers or
European diplomats), mainly around the
larger cities.
Secondary school
When graduating from primary school around
the age of 12, students enter secondary
education. Here they have to choose a
direction that they want to follow, depending
on their skill level and interests.
Secondary education consists of three cycles:
1. First cycle (year 1 and 2), 2. Second cycle
(year 3 and 4) and Third cycle (year 5 and 6)
The first cycle provides a broad general basis,
with only a few options to choose from

Pre-school
Free pre-primary schooling is provided to
every child from the age of 2 years 6 months.
In most schools the children can start in
school as soon as they reach this age, so
class size for the youngest children grows
during the year. The aim of the pre-school is
to develop, in a playful way, children’s
cognitive skills, their capacity to express
themselves and communicate, their creativity
and independence. There are no formal
lessons or assessments, and everything is
taught through playful way methods. Most
pre-schools are attached to a particular
primary school and often share buildings and
other facilities. Some schools offer special
pre-primary education for children with
disabilities or other special needs.
10 ed matrix august 2008

(e.g. Latin, additional mathematics,
technology). This should enable students to
choose from the different directions available
in the second and third stages. The second
and third cycle are much more specific in
each of the possible directions. Usually the
level of choice available to the pupils grows
with their age. While the youngest pupils may
choose at the most two or four hours per
week, the oldest pupils have the opportunity
to choose between different “menus”, like
Math-Science, Sociology-Languages or Latin-
Greek. They are then able to shape the
largest part of the time they spend at school.
However some core lessons are compulsory
like e.g. mother-tongue course, sport, etc... This
mix between compulsory and optional lessons
grouped in menus make it possible to keep
class structures even for the oldest students.
Structure in Belgium
Secondary school is divided into four general
types. Each type consists of a set of different
directions that may vary from school to
school. The general types are as follows:
• General Secondary Education (ASO):
This is known as ASO which is a very broad,
general education, preparing for higher
education. Once students have completed all
six years, it is expected that they continue
studying university or college. The job market
considers an ASO diploma alone as useless,
so a continued study in higher education is not
only implied but even necessary to get a job.
• Technical Secondary Education (TSO):
The TSO is divided into two groups of education
again: TTK and STK. The TTK courses focus
more on technical aspects, the STK courses
focus more on practical matters.
• Vocational Secondary Education (BSO):
Very practical and very job specific education.
Afterwards, several directions offer seventh,
sometimes eighth, specialisation years. BSO
is the only type of secondary education that
does not qualify students to pursue higher
education. If the student chooses to follow the
optional 7th (and sometimes 8th) year, he/she
will receive a diploma of the same level as a
TSO diploma, which does allow him/her to
pursue higher education.
• Art Secondary Education: These schools
link general and broad secondary education
development with active art practice, ranging
from performing arts to display arts.
Depending on the direction, several subjects
might be purely theoretical, preparing for
higher education. Directions include dancing,
acting, and several graphical and musical
arts. Many students graduating from these
schools go to music conservatories, higher
ballet or acting schools or art colleges to
further develop their art. Students with
disabilities can follow Special Secondary
Education of different types.
Higher Education
Higher education in Belgium is organized by
the two main communities, the Flemish
Community and the French Community.
German speakers typically enrol in institutions
in the French Community or in Germany.
Admission to universities and colleges
In Belgium anybody with a qualifying diploma
of secondary education is free to enrol at any
institute of higher education of their choosing.
There are exceptions. Medicine/Dentistry
students must take an entrance exam
ed matrix august 2008
PedAgogy
organized by the government. Arts entrance
exams to arts programmes, which are mainly
of a practical nature, are organized by the
colleges individually. Engineering Sciences
lead to the degree of Master of Science,
these faculties had a long standing tradition
of requiring an entrance exam.
The registration fee for any university or
college is fixed by the government, and
indexed yearly. Depending on whether the
student is eligible and applies for financial
aid, there are three prices:
Bursary-student is one who is eligible and
has applied for financial aid. (registration fee
approximately €80). Almost-bursary student
is a student who is not eligible for financial
aid, but has a family income below €1.286,09.
(registration fee approximately €320). Non-
bursary student is Anyone not eligible for
financial aid with an income above €1.286,09.
(registration fee approximately €520).
The financial aid awarded by the community
governments depends on the income of the
student’s family, and other familial
circumstances, but is never more than
approximately €3300 per year.
Bologna changes
A University education was not considered
finished until the licentiate diploma is obtained.
Occasionally it was possible to switch
specializations after obtaining the candidate
diploma. For example, a student with a
mathematics candidate diploma was often
allowed to start in the third year of computer
science class. Sometimes a graduate diploma
was also accepted as an equivalent to a
candidate diploma, allowing for 2 or 3 more
years of education at a University.
Since the adoption of the Bologna process in
most European countries, the higher
education system in Belgium follows the
Bachelor/Master system. The Bachelor’s
degree takes 3 years. Distinction is to be
made between the professional bachelor,
which replaces the former graduate degree
and which has a finality, and the academic
bachelor which replaces the candidate degree
and which gives access to master’s studies.
Master’s degree is for 1 or 2 years. In
Belgium, both Universities and Colleges are
allowed to teach Bachelor and Master
classes, either professional or academical.
After obtaining a Master’s degree, talented
students can pursue research projects leading
to a doctorate degree. Ph.Ds are only
awarded by Universities.
Steve Rodrigues
11
Le a d i n g e d g e
D
eepak was an MBA student.
The attraction of being part
of the much advertised
B-school brought him to
a different sense of life,
business, relationships and even the
fact of studying. This chance of studying
MBA in a prestigious institution brought
him strategies and leadership toolkits
that proved to be successful universally
and globally. He found within the chance
to get acquainted with the influential
alumni. In fact there were too many
of them. His horizon seemed to have
been wide. It helped him to think big. He
12
Visualise!
Don’t Just
See!
Visualising beyond senses
Visualisation helps
the mind to carry the
hailed from a poor family of a remote
signals to various
village. She had almost no big option
parts of the body that open apparently after her +2 studies.
gets tuned to the She managed to come to Chennai, the
paradise of poor people of all south
brain’s commands.
Indians with its variety, heat and choking
crowd. She got into a small publishing
industry not much known outside. She
started dreaming, dreaming Big. In fact was inspired to do her BBA through a
he knew everything in theory. He was correspondence course in an university
aiming so high that he would not start till that is not known much outside. She
everything is set. passed out of the course with 70% of
marks still not knowing how to explain
Meena was a slim, in fact a famished
lean girl. One can easily say that she what she studied. Back in the office, in
ed matrix august 2008

deed she was doing better and better.
She knew different ways of handling a
problem. She started settling problems of
revenue generation for the firm. She set
up a proper mailing system. By the end of
the third year as she graduated from the
university in theory, she also graduated
from her office in practice. She took
charge as a manager of Administrative
department. With her commitment and
honesty she knew what she has to do.
She learnt a new way of existing ain
a city and managing her routine life
without being attracted by the alluring
advertisements of the city.
Deepak launched a business with all the
theory he knew. He hardly understood
that apart from the huge money he spent
to learn all theories from Big B schools,
he has to spend much more to learn
real life lessons known as experience.
He did not truly learn anything until he
learnt from experience. Now he began
balancing between the theory he held
so sacred and the hard learnt lessons
after spending all the money in venture
capital. He is dejected and life has taught
him some of the best lessons he had
learnt for life. Today he is moderate in
his plans.
It is quite interesting to see how the
gymnasts practice new fetes. Unusual
fetes are practiced by them. We wonder
how they do such fetes. The secret lies
in visualising what they are going to
perform before they actually do it before
a huge gathering. Visualisation helps
the mind to carry the signals to various
parts of the body that gets tuned to the
brain’s commands. After a few trials and
practice, they feel more comfortable to
perform the fete that seems impossible
for any normal person who is sitting in
the arena to watch them perform.
What you need to do is to visualise and
not just see. That is the key to initiating
anything new with ease. That is the key
to taking a right course of action. That
is the key to directing and channelizing
the energy towards one single direction.
Creatively remembering
something that is not easy
to recall involves a great
bit of imagination and
literally seeing with our
inner eyes as if it is taking
place in reality.
ed matrix august 2008
Le a d i n g e d g e
What you have not visualised you cannot
see in action and in reality. Visualising
is the key to a whole new way of being
a leader.
I used to repeat a phrase quite often
to the students who attend my training
sessions on memory power. That
is creative imagination. Creatively
remembering something that is not easy
to recall involves a great bit of imagination
and literally seeing with our inner eyes
as if it is taking place in reality. For all
the memory fetes the most fundamental
process is the process of creative
imagination and the key to registering
that is to visualise it in action.
This is also true of any invention. Take
for example how did people arrive at
the fact that the earth is spherical and
not flat? How did people come to know
that the earth revolves around the sun?
Imagine all the scientific efforts were
done on the earth and not sitting in moon
or sun. While they were on the earth they
were able to come out with facts about
the universe. Scientists were able to
dissect the laws governing the planets.
It is still a big mystery for many. But it is
quite simple for people who know the art
of visualising beyond what they can see
with their human eyes.
It is said that in a hospital in California,
the doctors help cancer patients fight
against cancer by asking the patients
to imagine themselves as angels. They
are taught to look at cancer as a devil.
Their only job is to constantly visualise
a battleground where they keep chasing
away these devils that attack them. This
is how the doctors help these patients to
fight. It is said that nearly 80% of the cure
is taking place not with the help of any
medicine but with this kind of visualisation
process of fighting the enemy.
The same is true of any venture be it
business or otherwise. We are limited by
the vision we have created for ourselves.
So dream and visualise your desires
and plans. You will see the unbelievable
taking shape into a big reality
beyond limits.
Benny Witt
13
S t r at e g y

D
id you ever think that you have
to be rich to be happy? If you
are poor a little extra money can
bring you absolute happiness.
For people from a higher strata
it would mean that they have more luxury like
cars, flats, vacations etc., All look for comfort
in life. More and more money need not bring
more happiness. Money cannot be equated
with happiness. You better change your mind
if you think happiness can be bought with
money.
One of the ironies of life is that, while money
facilitates and plays a part in bringing
happiness to your life, it can also equally
sabotage your efforts to attain happiness and
rob you of the little joy you already had in life.
Constant struggle to accumulate wealth and
money can empty all your inner resources
and energy needed to lead an enjoyable life.
At the same time, the constant chasing after
money, after robbing you of your energy and
happiness, can also motivate you to refocus
your life on things that matter.
The fact is that the more control you have over
your finances, the lesser stresses you have. It
is quite natural that less stress allows you to
be happier. It is true that many things about
money are beyond our control. We cannot
alter the inflation, the rise and fall of stock

7 Ways to Grow with

market value, the control on oil prices and the
value added for gold month after month. At
the same time, we have the power to control
the money we spend on any item over which
others have controls. For example you can’t
control the markets; but, you can control how
much you can invest. You can’t control the
Your Personal Wealth
company you work for, but you can choose
to save some money so that when you are
Smart strategies to plan and take control of
thrown out of a company you can still pay
your rent and credit card dues and go to bed
your personal finances
every day in peace.
The following are the seven simple ways to clutter-free, a place that makes you feel you money fly out of the door can be weaken you
take charge of your financial destiny: are already rich. emotionally. Do it in bits and pieces.
1. Get yourself organised To reduce clutter, pare down your paper. 2. Spend sensibly
To plan for your finances, you don’t have to Get rid of old receipts and brochures. Set
up a simple filing system: one folder for your If you have trouble living within your means,
hire a professional or spend a huge sum of
investments, one for your insurance policies, you need to understand the specific items
money. All that you need is a simple system by
another for your credit cards. Then every day sabotaging your wallet. Once you’ve identified
which you know that you are safe financially.
spend 15 minutes going through your mail and them--whether they’re car payments,
All that is required is a piece of paper and
your files. Toss out junk mail. Open whatever restaurant bills, mobile phone charges or too
pen with a quiet moment. See if your life is
is necessary and deal with it. The goal is to many birthday gifts--you can make changes.
in a balance between money and happiness.
Just plan for four things. They are : Income, touch each piece of paper only once. There are small expenditures on hair, body
Expenditure, Debt and Savings. These are Pay your bills as they come in, rather than massage and other beautification. Initially
the key areas you should focus if you want stockpiling them until the end of the month. they all look quite inexpensive. Slowly,
to make money and increase your net worth. This will lower your stress levels and make people realise that they cost them very much
Your living space should be organized and you feel more in control. Watching all that when they total up the expenses. They learn
14 ed matrix august 2008

lessons rather late. But, they are valuable
lessons. Similarly with entertainment and
restaurant bills.
There are many ways to make deals with
yourself to live within your means. You
can avoid going to restaurants and have
a sumptuous meal at home. May be you
can cut down your budget on clothing. The
important thing here is to avoid all kinds of
extravagant spending that is essential for
financial control.
3. Minimize Debt
Having a very low level of total debt
does not necessarily make us better off.
In today’s economy, affording a house, or
undertaking and extensive home renovation,
means taking on some debt. Credit card debt
however, is a different animal. You can’t take
ownership of the rest of your financial life unless
you bring your relationship with your creditors
under control and reap the psychological
rewards that come with the bargain.
If you have borrowed so much that you have
trouble making the payments on your monthly
cards stop spending and stop borrowing. It’s
as simple as that. Do whatever is necessary
to make that happen—lock your credit cards
in a drawer if you have to. If you’re in a hole,
you’ve got to stop digging.
Beyond that, you can lower your payments by
shopping around for a credit card with lower
interest rates. Check with banks for better
deals; look for other types of loans that have
tax advantages. Also, be careful to avoid the
penalties and fees that banks are charging more
often these days. So pay those bills on time.
4. Save at least 5% of your income
When you are saving money , your control
over financial matters gets stronger and
stronger. The easiest way to save is to get
that five percent out of your hands before
you have a chance to spend it. Arrange to
have money taken out of your pay packet
and tunnelled directly into your savings .Or
join a good mutual fund scheme that takes
five percent from your saving account each
month and deposits it into savings –best also
to look into using a tax-advantaged plan. But
the fact is you can save only if you are living
inside the margins of your income if – you are
living within your means. Many people don’t.
But once you become a good manager of
your own money, you will get better at saving
.Habits make a substantial difference as well.
Budgeting ,tracking your expenses, balancing
your cheque book and paying your bills as
Credit card debt however,
is a different animal. You
can’t take ownership of
the rest of your financial
life unless you bring
your relationship with
your creditors under
control and reap the
psychological rewards
that come with the
bargain.
they come in all translate into better saving.
Once you find you can save five percent of
your income, the accumulation in your account
will provide encouragement to do more. Up
your contribution to six percent, then seven
or eight , until you are really putting away
enough to fund your future.
5. Work Towards your Goals
Says economist and American TV Personality
Ben Stein, ” The first step to getting what
you want out of life is this: Decide what you
want.”
A colleague of mine, a divorced woman in
her thirties, lives in New Delhi. She once had
the habit of shopping in order to feel good
whenever she was feeling low. She looked for
sales, thinking how much she was saving but
never about the fact that she was actually
spending. Eventually her creditors began to
call, and that made her take a look at her
life. She had a four-year-old son she wanted
to spend to a good school: She wanted to
Pursue a post –graduate degree for herself:
and looking at the price of New Delhi real
estate she realized how far away she from
being able to buy a place of her own.
My colleague decided her goals were
important enough to quit spending. She went
cold turkey-“Is there any other way?” she
asks- and it was far from easy. She would
look in the store window and say; “I want
that. ”But then She’d realize she didn’t need
it- what she needed was an education for her
son and herself.
Visualizing what you want is the first step in
setting goals. Think big, but be as specific
as possible. Setting a goal of “buying my
ed matrix august 2008
S t r at e g y
first house soon,” is too vague. Deciding you
want to buy a three-bedroom home within 30
minutes of your office before my 35th birthday
is better.
Write down your financial goals, then figure
out what steps you need to take to achieve
them. Break them goals is to save Rs.50,000
next year, seeing all those zeros may seem
daunting. But saving Rs.955 a week to
arrive at that is not so overwhelming. And if
you know you can come up with that much
money by quitting the health club you never
use and dining out one less times per week,
your course is clear. Don’t make the mistake
of looking at goals as points in times some
distance away. You are better off looking at
goals as a series of lifelong changes you
make to achieve those desires.
6. Check your desire to buy more
Enjoy the life you have been able to achieve.
Remind yourself that wanting more doesn’t
breed contentment, it breeds more wanting.
Think about that once-a –year raise you
typically receive at work. It’s only a matter of
weeks before you are spending to match the
new level of income. And a few months later
you can no longer imagine how you lived on
less. Which brings you right back to where
you started .
I think buying and owning a lot of “stuff” is
fine ,as long as you can truly afford it. But
people who over want believe that money
buys happiness, as well as independence,
security and control. The irony is that these
things actually control them.
The Way to achieve control and independence
is to adopt the good money management
habits of planning, Organizing and saving.
Control doesn’t hinge on how much money
you make. It hinges on how you handle them
7. Evaluate and plan your budget
The next important thing you can do is to keep
a constant check on the budget you prepare
every year for yourself and your family and
evaluate periodically to make sure that you
are in the right track. In the beginning of the
financial ear evaluate your previous budget
and plan your future budget carefully. If you do
not have some specific plans you can plan an
increase of 10% as most organsisations do.
All these measures will help you grow with your
personal finances. Just keep in mind one last
thing: “Failing to plan is planning to fail.”
Rajesh.V.N
15
E V E NT

Road safety programme

launched in school

Safety first: Section of the students at the Toyota safety educational programme launch in Chennai.

C
HENNAI: A safety education
programme in schools
was launched in the city
on Wednesday by Toyota
Kirloskar Motor Pvt. Ltd. as
part of its corporate social responsibility
initiatives.
Speaking at the launch at Chettinad
Vidyashram, company’s director
Shekar Viswanathan, said such
16
initiatives were necessary in view of
the worsening road safety situation.
Additional Commissioner of Police
(Traffic) Sunil Kumar quizzed the
students on various road safety rules.
“Children can become the ambassadors
of the traffic police.”
Toyota Kirloskar Managing Director
Hiroshi Nakagawa said the programme
aims to raise awareness about of
ed matrix august 2008
road safety among children and
make them better motorists in future.
The animated road safety mascot
“Traffy” and the child cartoon cha
racters “Aki” and “Maya” will adorn
the campaign material. Details on
the programme are available at
www.tsepindia.com.
Anandha Prabhu. K

W
hen Vicky came back
home after the dinner
with friends, his father
stopped him as he
entered.
“Why late?” asked his dad.
“I had dinner with my friends,” replied
Vicky
Why didn’t you get my permission?”
There was no reply from Vicky.
“Never mind, mom has prepared food for
you too, so eat again,” an angry response
from his dad. A shocked Vicky had to eat
again, fearing his strict dad. Such control
Strictly Love
from dad is not the first time for Vicky.
He has been going through this kind of
treatments for all of his 17 years.
His dad was the headmaster of a school
and his demeanour was as rigid and strict
as he was in school. He was stern, tough,
rigid, harsh and dominating. He kept his
wife and sons under his control. He took
all decisions for them and he expected
them to follow them meticulously. Even
the smallest of decisions were made by
him even if that was selection of clothes.
There was no freedom for Vicky absolutely.
Each and every little decision had to be
approved by his dad. He was able to put
up with his dad till his teenage. But as he
was stepping into the adolescent stage,
he developed “Obsessive Compulsive
Disorder”, a condition which leads a
person to hypertension.
Every little thing angered him and was
unable to bear anything that gave him
the slightest irritation. He was not able
to concentrate in his studies as he was
always preoccupied with other thoughts
of tension and anger. He started disliking
every minute that he spent at home
as he found no love there. The only
people he related with were his friends.
Communication with them was also cut
as his father took away his mobile phone,
blaming that he was always occupied
His mother
was as strict
as his father
and he hated
his mother too.
with the phone and was not studying. At
one point of time, when Vicky could not
stomach all these any more he left home
never to return. He was found later and
was brought to me for counselling.
When I counselled, I found that Vicky’s
hypertension was a result of his dad’s
relationship and behaviour with him and
the counselling was required for his dad
and not him.
While counselling his father, I found that
he had not experienced explicit show
of affection or love in his childhood. His
mother was as strict as father and he
hated his mother too. The attitude has
passed on to him and he showed the
same rigidity to his children and wife. He
ed matrix august 2008
Psycho -logic
was not even aware that as a father of the
family he can create a congenial attitude
in the family for everyone. He never even
regretted for being so aggressive.
Problems found with his father:
• The father was not aware of what
a fatherly love and care was. He was
having his own definition of love which
was being strict and keeping them under
his control to show them the right way.
• He did not encourage individuality and
did not realise that everybody has his/her
own liking and disliking.
Advices given:
• The father was made aware that
individuals (son) should be given his
space, the freedom of choice and his son
must be allowed to take his decisions
and that he can only guide him.
• To show love and affection, rather
than showing control over the family
members.
• To respect the individuality
• To give his children more exposure
rather than keeping them over protected
at home.
Glory Bai
This column will feature a case study involving edu-
cational psychology, followed by analysis and solution
for the same. Write to us at edmatrix@edmatrix.net for
issues relating to psychological problems concerning
students, teachers and parents.
17
M a n a g eme n t

7
Brainstorming Rules & Techniques
to Get More from Group Problem
Solving

I
There is an ideal hope you will accept if I tell you that
a camel was a horse designed by
that a camel was an outcome of a group
process that tries to draw a horse.
solution to your a committee?!! I do not know if you
Use these 7 brainstorming rules and
truly understand this. This perfectly
problem and demonstrates the unwritten law techniques and be the exception to the
rule, get more from group problem and
brainstorming is the of business, where the output of a
group does not equal the sum of the keep the creative juices focused and
flowing.
key to finding it. individual parts. The same is also true
of any organization be it educational or 1. No idea too stupid
developmental. As you finish reading this There is an ideal solution to your
article you will understand my statement problem and brainstorming is the key to
18 ed matrix august 2008
 M a n a g eme n t

finding it. However, discussing, criticising

or generally dismissing ideas as they
come up reduces your chance of finding
the secret treasure and render your
brainstorming session useless.
2. Watch the clock
A little time pressure is good for
brainstorming, so agree on a maximum
time for brainstorming, say 10 to 20
minutes, and stick to it. Start and finish
on time, and encourage a brisk pace
to maximise the time invested in this
activity. Maybe assign a time-keeper to
own this task.
3. Record your progress
more importantly, legibly. Consider
All your good ideas are wasted hot air if
using brainstorming software such as
they are not recorded methodically and
MindManager©, post-it notes, flip charts Most work activities
or other such methods for getting your
ideas down. Whatever you choose,
use your left brain, so
make sure you bring all the necessary make your right brain
tools and materials with you! do some work for a
4. Quantity not quality change and get more
The aim of brainstorming is to churn from brainstorming.
out as many ideas as you have time for
BEFORE you do any reality check on
their merits. Through quantity you
will find quality, even though it quicker than a quick thing, so make sure
might take some time and effort the atmosphere is kept light and fluffy
to get there. Ideas breed ideas. and above all, fun.

5. Use both sides of your 7. Let no good idea go unheard.

brain
Most work activities use
your left brain, so make your
right brain do some work for
a change and get more from
brainstorming. Use coloured or
scented pens, random props or
anything that says “creative and
fun” and not “stuffy and staid”.
6. Encourage the right mindset
and have fun
Consider using an ice-breaker or
creativity exercise to get group members
into the right frame of mind and away
from creativity blocking thoughts of
unanswered emails, to-do lists and
other priorities. And once brainstorming
has started, remember performance
anxiety will dry up creative juices
Not everyone enjoys brainstorming and
group problem solving. Shyness, fear of
looking stupid or silly may keep people
quiet. Brush up on your facilitation skills
and avoid the risk of great ideas being
un-spoken or unheard.
Group problem solving can be effective,
especially if you follow these 7
brainstorming rules and techniques. Now
you will understand better what I meant
in the beginning. Surely, you can design
a horse! You can design a horse which
may be an outcome of an effort to draw a
camel or vice versa. But, certainly there is
a creative output to the conscious efforts
that you put in through brainstorming to
solve a problem.
Lyndsay Swinton
www.mftrou.com

ed matrix august 2008 19

E - Le a r n i n g
A
ll over the world people
are teeming with ideas
to make information
access easier, more
reliable, secure and
enjoyable. Information technology is
the field were software, hardware and
telecommunications converge. This
convergence has fuelled a growth spurt
in each component of information
technology causing a chain-reaction
which spirals the growth of other
components of information technology.
This chain reaction has caused an
explosion in the Internet and because
of this explosion and congregation of
technologies and ideas; the Web has
now become notorious for services
which were once the domain of software
which ran on PCs under the heading of
Online
Services
packages and utilities. They are explored
in this chapter.
Online File Storage
If you are the person who has a business
operation spanning countries or even
cities, or if you’re someone who the
traveling bug has bitten badly, and needs
to access large amounts of data wherever
you go, You’re going to need online file
storage services. Besides this, if you find
that your e-mail service has an attachment
limit that’s just too small for your liking,
again, online storage is for you.
If you do not want the hassles of
upgrading to new hardware every time
you run out of disk space, or when storage
technology changes, you should consider
online storage as an option for storing,
accessing and sharing your data.
20
On the more technical side, the
memberships to some of these Web
sites also offer more facilities in terms
of downloads per hour, maximum
storage allowed, support for down load
accelerators, password protection for
each download, choice of HTTP or FTP
download, and sending files to multiple
recipients. Moreover, you can also choose
to share your files with the world—free
public access.
We tried six of these services:
MegaUpload, RapidShare, YourFileHost,
Xdrive and Cyn.
MegaUpload
(www.megaupload.com)
We found that MagaUpload is leading
the online storage race. Using this site
is simple enough. You don’t have to join
or register or anything like that to upload
files to it. From the main page just click
the browse button and select file you want
to upload. After the upload completes
you can see a link on the next page just
about where the browse button was on
the previous page. Copy this link to a
file on your PC. To download your file,
simply paste it in the browser’s address
bar and the download begins. It’s really
that easy!
The site tells you about a hotlink
package, which if subscribed to, makes
downloading easier. This facility causes
the file to be downloaded like an FTP
download, without needing to open the
MegaUpload site.
If you want your own space on the site,
you will have to sign up for membership.
Just sign up by entering your personal
ed matrix august 2008
details including your e-mail address, and
the site will send you a confirmation link,
and clicking it will activate your account.
Now, to upload files use the same browse
button from the main page as described
earlier. Premium users are offered more
in terms of storage, and uploading is still
just as simple.
You are allowed 500 MB uploads for
non-members, 1GB for regular members,
while premium members have no
restrictions—unlimited file size, subject
to storage limits of course. Storage space
is capped at a whopping 250 GB for
premium members, 50 GB for members,
while non-members can only download
files of upload individual files.
MegaUpload offers its services at a
range of prices—$9.99 for a 1 month
membership, $59.99 for a year, and
even $199.99 for a lifetime platinum
membership. It even offers reward points
for premium users. On signup itself it
offers 9000 reward points free.
It has a cool GUI with buttons to view
statistics such as the previous 100
downloads, the top 10 uploads as well as
the top 10 downloads, world statistics for
each file being downloaded in the case of
files which are available for public access.
Some of these buttons are, however,
enabled for premium users only.
As a bonus the MegaUpload site offers
a toolbar as well as a turbo utility free,
which enable batch uploads and provide
their own support for resuming broken
downloads. We tried using the toolbar
on an occasion when the site said
that network traffic constraints were
preventing file download with a free
account and we were impressed. This
means that with the toolbar you get
priority for your download as much as a
premium user does.
RapidShare
(www.rapidshare.com)
RapidShare is another popular site which
offers unlimited number of file uploads.
To use this site click on the browse button
to select the file you want to upload and
then click on the upload button. The site
then takes you to a page which gives you
two links on to download the file and
another to delete it from the site if you
need to. You can download the file using
the download link and delete the file by
entering the delete link in the browser’s

address bar. When you enter the delete
link, the file is deleted and to confirm
this, message box pops up. Below, on
the same page you are given the option
to get a collectors account. This is the
free-members area which requires you to
provide you e-mail address and personal
details to get and account.
Alternatively you could get a free
membership from the free zone menu
item on the first page. If you get a
membership, you get access to a space
on the site in which you can see a list
of your files, and you can add more
files or delete those you don’t need any
more. The site uses SSL encryption for
uploads, so you’re assured of secure file
transfers. Premium memberships require
the same procedure to upload files.
When you download the file, it asks you
if you are a free member or a premium
member. Click the appropriate button,
and then choose a mirror to get faster
download speeds.
RapidShare has a size limit of 100 MB
per file. Larger files have to be split
using a utility like FileSplitter, and
then individual components uploaded.
Premium users, however, are allocated a
2 GB file-size limit.
YourFileHost
(www.yourfilehost.com)
YourFileHost is another amazing site
which offers unlimited uploads, but
allows a file-size of a mere 25MB.
Unfortunately, this site does not have a
“premium” option, and is sustained by
advertising and donations from its users.
To use this site, click on the upload link
on the main page add them on the add
files to upload button. Select the files to
upload and then select ‘general’ or ‘adult’
on the GUI—making it compulsory for
you to specify whether your file is for
general viewers or adult viewers only.
Once this is done, you can click on the
upload button and your files are uploaded
to the site. The next page gives you the
download and delete links.
Since there’s no membership option, you
need to store links carefully. Of course,
this site is totally free, so we can’t really
fault them for “not charging” us.
YourFileHost is mostly a video site,
and most of those videos are adult
oriented. You would probably look a
little unprofessional telling colleagues or
clients to download a file from here. If it’s
just your friends that you’re sharing files
with, especially videos, this site is fun—
the general section, where you’ll find a
whole range of really funny videos.
Xdrive
(www.xdrive.com)
Xdrive is another site that offers 5 GB
of free online storage with an unlimited
number of file uploads. The catch here
ed matrix august 2008
E - Le a r n i n g
is that you need and AOL account to
access the site, Needless to say, this site
has been developed by AOL. It also has
a paid option which offers up to 50 GB
of storage at $9.95 a month and $99.50
a year.
Once you get an AOL account, which is
pretty simple, you get access to an online
storage with what we think is the best GUI
among the sites we have spoken about
here. When you sign in, you are shown
your Xdrive folders visually. Click on the
link, and you will find a snazzy toolbar to
help you upload all your files. Click on
the upload button on the toolbar, select
your files and click OK TO TUPLOAD.
This site also doubles up as a miniature
Web album (more on Web albums later in
this chapter). Simply move the pictures
you upload to the My Photos folder,
click on the photos tab on the GUI, and
voila the toolbar changes. You can view
the pictures as a slideshow or even share
them if you wish.
It offers utility software which helps a
user to combine music and picture files to
create rich multimedia experiences. Also,
it offers another utility with a GUI that
features drag and drop functionality.
Where To Store
We would suggest that if you have
many files of a large size, sign up with
MegaUpload. Its 50 GB space would
cover the requirements for most people.
If you are a traveling businessman, or
if your want to share files with people
across the globe, try RapidShare—its
mirroring facilities make for faster
downloads across the world. For just fun
with friends, and sharing videos or files
while you surf, the YourFileHost service
should suffice.
We recommend Xdrive for its ease of
use and look and feel. The downside
is that it offers only 5 GB of storage
free. However, it’s mich less ominous
a site than the first three when it
comes to official work—MegaUpload,
RapidShare, and YourFileHost have
become notorious for virus and porn…
Cyn works for businesses that are brand
conscious, and those who come across as
more serious about online-storage. It’s
way too expensive though.
Preetham Sha
21
C o ve r S t o r y

Profits
on
Your
Doorstep
M
ANY of us nurture a secret desire to
launch a business of our own. Yet,
few of us actually go on to convert this
dream into reality. For those who have
tasted success in their ventures, the
satisfaction cannot be quantified or even described it
has be experienced to be really appreciated!
For the majority who only dream, business is both
intensely attractive and extremely daunting. While the
desire to start on the journey borders on obsession,
a certain diffidence always seems to inhibit the final
decision to commence the adventure. Nothing can
be more frustrating than to watch others embark
on this journey while you are your-self dithering on
the shore!
But launching the business is only part of the story.
It is just the beginning of a lifelong voyage of self-
discovery. To ensure that your initial foray into
business is transformed into a more permanent
way of life, you need to do a lot of home work! Only
then can you hope to enjoy the higher quality of life
that you dreamed of when you started the business
Ultimately, the success of your venture depends on
YOU-what kind of effort you put in, how open you are
to learning new skills, knowledge and attitude, and
how strong you are mentally.
For us in India, global management practices and
philosophy are particularly relevant now. This
is because the economic reform process has
22 ed matrix august 2008

dismantled the barriers to international
competition. We are already witnessing
the large scale arrival of foreign
companies in search of the profits to
be earned in our megamarkets. It is
therefore imperative that we adopt the
latest in management to beat these
companies at their own game! I will even
go so far as to say that even to survive,
we need to change, adapt and refocus.
This cover story provides some insights
into managing your business. Some
of these are conventional wisdom
while others reflect the state of the art
in management thinking, worldwide.
Yet others may be shockingly
unconventional.
Ultimately, the success
of your venture
depends on YOU-
what kind of effort
you put in, how open
you are to learning
new skills, knowledge
and attitude, and
how strong you are
mentally.
The art and science of management is
taught in dozens of business schools
around the country. My intention is
therefore not to detail specific tools and
techniques. Rather, my attempt is to
provide a new framework within which
we must view business. Implicit in this
framework are revolutionary attitudes
towards employees and customers-
the two groups of people on whom the
entire edifice of any business rests.
Some of the concepts and ideas may
seem heretical when compared with the
traditional assumptions and practices
we have all been so accustomed to. But
I firmly believe that the time has come
for us to adopt a new path. What follows
is an attempt to define the new path.
Think big, start
small-at home
Some of today’s flourishing companies
started in garages, bedrooms or living
rooms. If you think that your small
home-based business will stay that
way, draw inspiration from some
of these entrepreneurs and start
thinking big!
• Operating from his college apartment
in Austin, Texas, whiz kid Michael Dell
started Dell Computer Corp., in 1984
with just $1000 in saving. His idea
then was simple: to sell computers
by phone. Today, Dell Corp., is a $2
billion company which manufactures
and handles the direct sales of laptops,
personal computers (PCs) and PC
accessories and is the fourth-largest PC
maker in the US.
• Only 20 years old, Steve Jobs
founded Apple Computers along with
Steve Wozniak, a childhood buddy,
in his parents’ house in Los Altos,
California, in 1976. The bedroom served
as the duo’s office while the garage was
turned into a production line, where the
two produced computers in kit form
for electronics hobbyists. Barely six
years later, Apple was a Fortune 500
company.
• In 1938, with an initial investment
of $538, two engineering students from
Stanford University began tinkering
in a garage in Palo Alto and launched
what became the first start-up venture
in Silicon Valley. A year later, William
Hewlett and David Packard established
a formal partnership and sold their first
product-a resistance-capacity audio
oscillator used to test sound equipment-
to Walt Disney Studios.
• By 1940, the partners’ business had
grown to include eight instruments and
they had to move to a bigger building.
ed matrix august 2008
C o ve r S t o r y
Today, Hewlett-Packerd Is known as the
pre-eminent instruments company with
revenues of more than $14.5 billion.
• At 21, Konosuke Masushita had a
secure job with an electronic company,
but he was restless. Wanting to
follow up on his idea for a light socket,
Matsushita, then already married,
set up shop with a partner in 1917
in a two-room tenement in eastern
Osaka. He and his wife slept in one
corner of the smaller room. When an
electric parts wholesaler approached
them and asked if they could produce
1,000 electric fan insulators with in
a month’s time, Matsushita decided
to accept the project and give up his
light socket experiment for the time-
being. The insulators sold very well and
demand for them grew so much that
Matsushita, his wife and partner had to
move to a bigger house. The business
that started in a small room is now
one of the world’s largest consumer
electronic companies, Matsushita
Group, which operates in Asia, Europe
and North America.
Some of today’s flourishing companies
were started as small ventures and
mostly at home.
23
C o ve r S t o r y
People: your greatest resource
TAKE a look at the various products
and services that we are familiar with.
Say, a TV. The TV that we so regularly
watch is sleek and attractive in looks and
performance. But, behind this is the long
story of high-technology parts,components
and processes-all coordinated, controlled
and moulded together by the skill,
dedication and innovation of workers,
supervisors, managers and dealers, In
short, PEOPLE.
So, ultimately, whatever product of
service that you may undertake, people
play the crucial and most important
part. Sometimes, people band together
informally. At other times, they work
together within a organization.
Broadly defined, an organization is
an environment that brings people,
machines, materials and money together
to produce something of values. And
people are the most important part of
any organization.
It is clear from experience around the
world over centuries, that the behaviour
of people within their organizations holds
the key to their own success and to that
of their organization. The quantity and
quality of interaction among its people
have a vital bearing on the final results.
According to management thinker
James L. Hayes. “…In an organizational
setting, no one person can be completely
24
responsible for any results…simplicity,
and of necessity, all effort is team effort”.
One example of such team effort often
quoted by management specialists
is the orchestra. Each musician in an
orchestra plays a different instrument.
It is the conductor who combines and
Whatever product
of service that you
may undertake,
people play the
crucial and most
important
harmonises the music produced by
the different musicians. The musicians
are the people in an organization of
which the conductor is the leader. Not
only must the musicians master their
respective instruments, they must also
understand their fellow musicians and
what the conductor is trying to achieve.
Otherwise the orchestra will only produce
a cacophony of noise, not music.
In a way, the entire organization can be
visualized as a large team. But in practical
terms, teams are better viewed as being
small-departments or sections. The
importance of team work in any business,
more so the small business, can be
illustrated by the following passage typed
on a typewriter in which the letter ‘a’ is
defective:
ed matrix august 2008
“One day, the Mxnxging Director decided
to fill x meeting of xll stxff to inform that
x new machined hxd had been ordered
from Germaxny. Mxny stxff members
xrrived lxte for the meeting becxuse
the Office Mxnxger hxd not mxde the
time clexr to everyone.” The end result
is much the same for an organization in
which teamwork is absent.
And most important requirement for
team work is interpersonal relationship.
Such a relationship is said to exit when
people respond to each other over a
period of time with care, understanding
and patience. If continuity disappears,
the interpersonal relationship also, in all
likelihood, will cease.
Successful relationships also depend on
the individual having a strong self image.
To be successful in any endeavour, more
so in business, it is important to understand
the importance of self image, especially in
leadership situations, and the considerable
power such a self image wields over one’s
emotions and perceptions.
Leadership
MOST of us have a rather heroic
concept of a leader. He is a person
with magnificent qualities of the head
and heart. Though these attributes are
of great value, they are inadequate in
today’s changed business environment.
True leaders have an awesome ability
to transform their businesses. They can
take entire organizations from mediocrity
to excellence and greatness by creating
the right conditions they can unleash
the power of creativity, productivity and
innovation. Ultimately, they change
their people from average performers to
people who take pride in their work.
As the owner of your business, you
are its leader. Therefore, it is in your
power to initiate and sustain the
transformation of your business into a
profitable, productive, high performance

organization which responds quickly to
changes. A capable eldership is your
best competitive advantage.
The following guidelines can help you
be an effective leader in whatever
business you are in:
1. Leaders do the right things.
Mangers do things right.
2. Develop a written vision for the
future for you business and share it
with everyone in your organization.
Your people can help you in devel
oping that vision in the first place.
3. Communicate all the time,with
employees and customers. Be- stage and people look for a larger role to
come a good listener rather than
one who just gives orders.
4. Don’t get trapped in routine.
5. Always be on the look out for your business cannot grow.
change
And last but not the least, attach great
value to learning. Remember learning is
a lifelong process for you and those with
whom you work.
Do not confuse learning with accepting
information. The difference becomes
clear when you read a book on
swimming. Having read the book, al that
one has information on is the theoretical-
technique. But the reader certainly
has not learnt how to swim. Learning,
therefore, goes far beyond reading and
storing information. It has to do more with
assimilation and known when and how to
apply the information learnt. In today’s
fast changing business environment,
a successful business is one that can
apply and disseminate new knowledge
the quickest in other words, it has to
become what in today’s management
jargon is called a learning organization.
But the question could well be asked,
especially by the small businessman,
why he should transform his small set up
into a learning organization. Firstly, every
person in an organization has an infinite
capacity to learn If the right conditions
are created for learning. After a certain
level, to many people, money ceases to
become a primary motivator. It is at this
C o ve r S t o r y
largest industrial companies in the world
play. It is here that the you as the leader today is just around 40 years. In the last
of you organization have a major role 10 years, nearly one third of the famous
to play. For unless your people grow, Fortune 500 companies have simply
financially, intellectually and skill-wise, ceased to exist. And if that can happen
to the big companies, smaller business
will have an even shorter life cycle unless
Secondly, with the world wide explosion
in information technology, the only they learn and change constantly.
Insights that can help you
To help you revise your concept of business and to provide some insights from other
organisations who have adopted the learning paradigm, here are a few lessons for you to
learn from:
1. Think of your business as part of your system. Problems and solutions too are part of
the system and not an outside occurrence. But also remember that change is not easy. The
harder you push, the harder the system you have in place will push back.
2. If you persist with compartmental thinking, which separates parts of your business and
view problems and solutions independently, the solutions of yesterday will come to haunt
you as today’s problems. For example, a sudden increase in sales due to a discount offer
may produce a slump in sales once the discount is with drawn, which in turn could have an
adverse long term impact on your business.
3. There are no short cuts to success
4. Faster can actually be slower as every system has an optimal rate of growth. If your
system is growing faster than the system can handle, stress and breakdown are inevitable.
5. Look for continuous improvements rather than quant\um leaps. The Japanese call this
process Kaizen and it is now recognized as the key to the world wide success of their
business enterprises
constant in any business environment In other words, become a learning
is change, though the pace of change organization
will differ depending on your field of
As the owner of your business, you are
activity. It may come as a nasty surprise
its leader. Therefore, it is in your power to
to readers of this booklet that there is
initiate and sustain the transformation of
a 50 per cent change that your present
your business into a profitable, productive,
business of organisation may cease
high performance organization which
to exist during your working careers.
responds quickly to changes.
According to a study conducted by Royal
Dutch Shell, the average life span of the Madhava Menon
ed matrix august 2008 25
C o ve r S t o r y
The free business
environment
A whole new class
of entrepreneurs
is emerging with
ideas and skills
very different from
those of the big
companies.
T
HE entire business environ-
ment in India has changed
beyond recognition. Within
the next 12 to 18 months the
picture will be vastly different
from what we all had resigned ourselves
to. This is essentially due to the opening
of the autarkic economy by the reforms of
Dr Mahamonhan Singh and his team. The
changes that we can expect (indeed, as we
already are seeing) are as follows:
1. Increased Competition: Since
licensing and other entry barriers are on
their way out, new entrants are swarming
in. Virtually in every industry we can
spot new companies gearing up to offer
differentiated products and services.
A whole new class of entrepreneurs
is emerging with ideas and skills
very different from those of the big
companies. Today, you do not have to
be an Ambani or a Birla to set up a large
manufacturing unit. In the pre reform
days you could not match the established
houses in their ability to raise funds or
obtain licenses and permits. This in effect
inhibited many would-be entrepreneurs
with limited resources. But in the
present circumstances, entrepreneurs can
concentrate their resources on the project
rather than on the corridors of power!
The result is a massive increase in
competition. While the large scale arrival
of foreign companies is owned companies
26
is also bound to soar. The impact of this
is to create an upward pressure on the
quality of goods and services produced
in the economy. For the customer this
translates into better value for money and
far greater choice than ever before.
2. Access to better technology:
Easing of import controls and the
substantial reduction in tariffs enables
businesses to now acquire the best
technologies from around the world.
Indian companies now have the
opportunity to set up world class
facilities.
3. New sources of finance:
Capital markets are developing rapidly
al across the country. The widespread
acceptance of the equity culture means
that entrepreneurs now have the means
to raise large amounts of capital. In
addition they can also raise debt from
a much wider array of sources. Foreign
investment is an attractive option for not
only capital but also technological and
management resources.
4. Increased information: With
the telecom, computer and media
industries shifting to high gear, the
information available on markets,
opportunities and corporate performance
is poised to explode. Credit records,
business reputation and other sensitive
information will also now be available
(but with varying degrees of difficulty).
Communication and data transfer will
become easier and cheaper. Information
technology based networks will no
longer be the exclusive preserve of the
large companies. Small businesses will
also be able to afford computers and
other information technology hardware
and software.
5. Lower taxes, tighter enforce-
ment: Direct taxes are already being
pruned downward. The indirect tax sys-
tem will soon shift to the value added
tax. In either case the tax system will
prove to be less of a disincentive than
ed matrix august 2008
before. Improvements in th3 information
technology and telecom industries will
immediately result in the tax authori-
ties being able to assess incomes more
quickly and accurately. Enforcement of
tax related laws will therefore be much
easier and stricter. While tax planning can
become more sophisticated, tax evasion
will be harder.
6. Heightened environment con-
sciousness: The Indian consumer has
become more environment conscious.
Pollution control and conservation are
major areas for concern. Therefore, the
laws relating to the protection of the
environment are also bound to get tight-
er. Environment friendliness will play
a significant part in the acceptance of
products and services by the consumer.
Environment standards will become
more stringent.
7. More disposable income
with more people: With prosperity
gradually percolating into our economy,
the size of the middle class is increasing
significantly. Already, it is estimated
to be in the neighbourhood of around
295 million. Coupled with the prospect
of reduced taxes, there is a vastly
increased amount of disposable income
spread among a much higher number of
people now than even ten years ago. An
incredibly large quantum of purchasing
power resides now in the Indian economy.
It can safely be classified as a mega
market! The emerging Indian business
environment therefore presents many
challenging opportunities. Businesses
which are able to adopt a change-oriented
forward looking philosophy will attain
spectacular success. For tradition-bound
companies, however, this could well be
end of the road.
8. More right for the consumer:
The long suffering Indian consumer is
already beginning to obtain relief under
the Consumer Protection Act. This trend
will intensify. Restrictive trade practices,
selling shoddy goods and plain old
cheating will no longer be as easy as
they were. Enforcement will be quicker
and evaluation of claims will be more
sophisticated. Whole new categories of
activities will come within the purview
of the consumer protection movement.
Ravi Kumar
6
C o ve r S t o r y

Rules for running your

home-based business
All you need to have is a strong will to pursue a business with a

R
discipline that befits of a professional company
UNNING a business neighbours and relatives dropping A personal computer or laptop
requires more than just in unannounced. with enough facilities like internet,
a spare room―you phone connection, a printer, and
But the most difficult problem of
need to have drive having a home-based business is the basic furniture are the investments
and discipline. A entrepreneur’s inability to get away you will need to make. Anything
home-based business offers several from the stress of everyday work. extra will be considered affluence in
advantages―low overheads, low or Often, home-based business owners a home based business. If you can
no rents, flexible work hours, more find themselves dealing with clients find a small spare room at home,
time with the family. But it also after office hours, or discussing a you can readily venture into what is
means distractions of a different business problem with their spouse known as a home-based business.
kind: children seeking attention, over dinner.
Rules to be followed while running a home-based business:
1. Discuss your business rules with the family.
2. Chose the most efficient location for your office. But whatever you do, do not turn your bedroom into
your office. If your business necessitates clients having to drop by, locate the office near an entrance. If
possible have two entrances to your home, one for family and friends and the other for clients.
3. Be firm with friends and neighbours, Don’t give in to the temptation to chat with your friends because
you “need the break”. Do the same with family.
4. Determine the amount of time you will spend on work. Allot specific hours to wash the car or go
shopping. Similarly do not try to catch up with paperwork after dinner or you will never be able to
draw the line between family time and work time.
5. Dress appropriately. When you put on your professional business face to the world, you should dress
the way professionals in your field dress. A T-shirt and shorts or a track suit are not the proper
dress to be worn to go to the bank or to meet clients. If you prefer to dress informally while working,
allot specific days or time of the day when you can meet with walk-in clients. That way you won’t be
caught unawares.
6. Understand the special circumstances under which you can hire outside employees. Having employees
in a home-based business is sometimes illegal because of zoning laws or residential building
policies. Any business is time and effort consuming but when it is at home it’s even
harder to keep it out of the entrepreneur’s private life. Any home-based entrepreneur needs an
extra dose of discipline and self-motivation to really make it. People who set up home-based
businesses must be disciplined, determined, self-motivated and very patient.
Running a business requires more than just a spare room―you need to have drive and discipline.
Regis Django
ed matrix august 2008 27
IN - D E P TH

“I show real life

heroes in my films”
Interview with R.R. Srinivasan, documentary and
short film producer

A
nyone interested in
documentaries and short
films in Tamilnadu cannot
miss R.R. Srinivasan. Amidst
myriads of film makers in
Taminadu he stands out as a responsible
film maker with social consciousness. His
nine short films and nine documentaries
depict his own powerful personality.
Initiating a film appreciation movement
through Kanchanai, an organization he
started for creating awareness among
rural people on films, he went on to host
the first Documentary Fest in Tamilnadu
through DBICA, a communication centre
in Chennai. His recent film on Palaru River
made a big impact as it was released
during a very crucial period of time when
there is a big issue of sand quarrying
and water scarcity. He exhibits his social
consciousness through his extensive
and varied experiences in several areas
of visual arts in this interview.
MULTIFACETED: R.R. Srinivasan during a filming schedule. Photo: Senthil
Q:You have been producing and
directing documentaries for many
Q: Do you work with a “Pre- Q: Post-production is an essential
years. How do you select the content
Production Plan” or do you work part in a documentary. How
for the documentary films?
without any specific plan? important was post-production in
R.R: I basically have great interest in your documentaries? What is your
some fields like; culture, anthropology R.R: Right now I am doing a film on experience?
and folklore. I am not interested in Poombuhar. I do not have sufficient time
and money to research on Poombuhar. R.R: It is a well-known fact that films
politically oriented documentaries
I have to study a bit and then I have to are shaped fine tuned when they are
or any other genre that conveys
film it. During my filming schedules I will in post-production period. That’s why
messages directly. I have done
many documentaries for others. So, I get to know the complete history. To tell I spend a lot of time in this aspect. I
have not chosen the subjects for the the truth there are both a planned and have always used “live sounds” to this
documentaries; they have chosen. But I unplanned element in my work. I like to day and I use additional music rarely. I
make sure I do not take up subjects that work without a plan because, working try to use the sounds that are present
have already been handled by others. I without pre-conceived notion and a there. During post-production I work a
choose my own subjects based on folk predetermined style is quite important. lot to preserve the originality of the film.
traditions in which I am interested in. That is how we get to see wonders. There is a lot to convey in exposure
28 ed matrix august 2008

and educative documentaries. At the
end of the shoot the filmmaker wants
to say and include many things. As a
result h comes with commentaries and
narrations. But I dislike commentaries. I
work hard to avoid commentaries in my
productions.
Q: Though “The Old Sea and the
Man” portrays Tsunami’s great
havoc quite openly, its composition
gives a great sense of wonder to
the viewers. How did you decide on
the subject as you have had many
options?
R.R: I had plans to work on two of my
pet projects. I wanted a documentary on
Koodangulam, being close to my native
place, Tirunelveli, and the second on
Sethu Samuthiram Project. I wanted
to do separate films on each of them
knowing the risks and problems involved
in that. As I was contemplating the
idea, Tsunami struck Tamilnadu and
I was really confused about choosing
the subject. The devastating effects of
Tsunami was fresh in the minds of the
people and they may not be interested
in Koodangulam or Sethu Samuthram
Project. Specifically I chose to film
tsunami as I researched on the subject.
The organizations working for the
fishing communities gave me enough
materials for the where I had meaning
and space to bring in the evil effects of
Koodangulam and Sethusamuthram.
That is how I ventured into the tsunami
project. “The Old Sea and the Man” was
the outcome of this process.
Q: In “The Old Sea and the Man” you
have interviewed several members of
the Federations like; Natural Farming
Federation, Farmer’s Land Rights
Movement, Coastal Action Network,
South Indian Fishermen Movement
and People’s Forum for Anti-Nuclear
Energy etc. Did you meet them by
chance or did you preplan it?
R.R: Actually I preplanned it after
going through a process of discernment.
Media present many personalities to the
public as great icons. Most often 95% of
them are all wrong icons. So I decided
to show real life heroes in my films and
documentaries. The icons I propose are
immersed in doing some good to the
society. I go in search of them to show
to the public. This is how I wish to show
my commitment to the society.
Q: “Death of a River” made a great
impact among the people more
than others. You said once that you
wanted to record it as an event in
history and not as a film. Can you
elaborate on it?
R.R: After the incident we interviewed
all the affected people immediately. We
documented the event for the sake
of the witness value it has in court, in
case somebody files a case. There is
a lot of difference in documenting an
event immediately and interviewing after
20 days. When we do it immediately
those affected will speak firmly and
with depth. We started interviewing
the affected people on the same day.
If you had watched the documentary
you can see how firm the people were
in expressing their sorrow. We worked
on it immediately and after recording
many people’s interviews, due to the
compulsion of my friends I compiled all
of them and made this documentary.
Q: You had collected many scenes
of police beating up the people from
the News channels and televisions.
ed matrix august 2008
IN - D E P TH
You have compiled all of them for
Death of a River and presented in
the documentary. How difficult the
project was?
R.R: We wanted to gather as many
resources as possible like, photographs
from the print media and videos from
T.V. channels. But we did not succeed
because it was elaborately covered by
Sun T.V., a channel of DMK, the then
ruling party. They shot for more than an
hour and they did not telecast it to this
day. A Nila T.V. news reporter covered
the incident and the rights were with
Puthiya Tamizhagam party and I used
them in the documentary.
Q: Looking back at what you
have achieved, what are your
musings about your short films and
documentaries?
R.R: They are direct lessons from life.
I do not look at a job or project, as if it
is done by the camera. This connects
me with what I shoot. I relish every
bit of my work. I may be shooting an
important project, but, if there happens
to be a beautiful tree and if I like to take
a little rest on the tree, I do not mind
resting a while. There is nothing to be
excited about it. I learn a lot by directly
experiencing and learning from life.
Staff Reporter
29
C a r ee r
Environmental
Engineering
E
nvironmental engineering is the
application of science and en-
gineering principles to improve
the environment (air, water,
and/or land resources), to pro-
vide healthy water, air, and land for human
habitation and for other organisms, and to
remediate polluted sites.
Environmental engineering involves
water and air pollution control, recycling,
waste disposal, and public health issues
as well as a knowledge of environmental
engineering law. It also includes studies
on the environmental impact of proposed
construction projects.
30
Environmental
engineers conduct
hazardous-waste
management studies to
evaluate the significance
of such hazards, advise
on treatment and
containment, and develop
regulations to prevent
mishaps.
Environmental engineers conduct
hazardous-waste management studies to
evaluate the significance of such hazards,
advise on treatment and containment, and
develop regulations to prevent mishaps.
Environmental engineers also design
municipal water supply and industrial
wastewater treatment systems as well as
ed matrix august 2008
being concerned with local and worldwide
environmental issues such as the effects of
acid rain, ozone depletion, water pollution
and air pollution from automobile exhausts
and industrial sources.
Educational licensing requirements
To become an environmental engineer,
at least a Bachelor’s degree in engineer-
ing (usually civil or chemical, and more
frequently environmental engineering) is
required, usually followed by specialized
training at the Master’s or Doctoral level.
Unlike traditional Engineering disciplines
like Civil Engineering, Electrical Engineer-
ing or Chemical Engineering, Environmen-
tal Engineering evolved as a branch of
Chemical and Civil Engineering over the
past several decades to deal with increas-
ingly complex environmental challenges.
At many universities, Environmental
Engineering programs follow either the
Department of Civil Engineering or The
Department of Chemical Engineering
at Engineering faculties. Environmental
“civil” engineers focus on hydrology, water
resources management and water treatment
plant design. Environmental “chemical”
engineers, on the other hand, focus on
environmental chemistry, advanced air
and water treatment technologies and
separation processes.
Additionally, engineers are more frequently
obtaining specialized training in law (J.D.)
and are utilizing their technical expertise in the
practices of Environmental engineering law.
Most jurisdictions also impose licensing
and registration requirements.
Development of environmental en-
gineering
Ever since people first recognized that
their health and well-being were related to the
quality of their environment, they have applied
thoughtful principles to attempt to improve
the quality of their environment. The ancient
Harappan civilization utilized early sewers
in some cities. The Romans constructed
aqueducts to prevent drought and to create a
clean, healthful water supply for the metropolis
of Rome. In the 15th century, Bavaria
created laws restricting the development and
degradation of alpine country that constituted
the region’s water supply.
Modern environmental engineering began
in London in the mid-19th century when

Joseph Bazalgette designed the first
major sewerage system that reduced the
incidence of waterborne diseases such
as cholera. The introduction of drinking
water treatment and sewage treatment
in industrialized countries reduced
waterborne diseases from leading causes
of death to rarities.
In many cases, as societies grew, actions
that were intended to achieve benefits for
those societies had longer-term impacts
which reduced other environmental
qualities. One example is the widespread
application of DDT to control agricultural
pests in the years following World War
II. While the agricultural benefits were
outstanding and crop yields increased
dramatically, thus reducing world hunger
substantially, and malaria was controlled
better than it ever had been, numerous
species were brought to the verge of
extinction due to the impact of the DDT
on their reproductive cycles. The story
of DDT as vividly told in Rachel Carson’s
“Silent Spring” is considered to be the birth
of the modern environmental movement
and the development of the modern field of
“environmental engineering.”
Conservation movements and laws
restricting public actions that would harm the
environment have been developed by various
societies for millennia. Notable examples are
the laws decreeing the construction of sewers
in London and Paris in the 19th century and
the creation of the U.S. national park system
in the early 20th century.
Briefly speaking, the main task of
environmental engineering is to protect
public health by protecting (from further
degradation), preserving (the present
condition of), and enhancing the
environment.
Scope of environmental engineering
Pollutants may be chemical, biological,
thermal, radioactive, or even mechanical.
Environmental engineering emphasizes
several areas: process engineering,
environmental chemistry, water and sewage
treatment (sanitary engineering), waste
reduction/management, and pollution
prevention/cleanup. Environmental
engineering is a synthesis of various
disciplines, incorporating elements from
the following:
• Agricultural engineering
• Civil engineering
• Chemical engineering
• Public health
• Mechanical engineering
• Chemistry
• Biology
• Geology
• Ecology
Environmental engineering is the
application of science and engineering
principles to the environment. Some
consider environmental engineering to
include the development of sustainable
processes. There are several divisions of
the field of environmental engineering.
Environmental impact assess-
ment and mitigation
In this division, engineers and scientists
assess the impacts of a proposed project
on environmental conditions. They apply
scientific and engineering principles
to evaluate if there are likely to be any
adverse impacts to water quality, air
quality, habitat quality, flora and fauna,
agricultural capacity, traffic impacts, social
impacts, ecological impacts, noise impacts,
visual(landscape) impacts, etc. If impacts
are expected, they then develop mitigation
measures to limit or prevent such impacts.
An example of a mitigation measure would
be the creation of wetlands in a nearby
location to mitigate the filling in of wetlands
necessary for a road development if it is
not possible to reroute the road.
ed matrix august 2008
C a r ee r
Key skills
Ability to think logically and to analyse and
solve problems
Good communication skills
Willingness to deal with unidentified
hazards
Patient, organized and comfortable with
detailed WORK
Some Institutes
College of Engineering ,Andhra University,
Vishakhapatnam (www.andhrauniversity.
info)
Delhi College of Engineering New Delhi
(www.dce.edu)
L. D College of Engineering Ahmedabad
(www.idceahd.org)
The Indian School of Mines, Dhanbad
(www.ismdhanbad.ac.in)
Kolhapur Institute of technology’s College
of Engineering ,Kolhapur(www.kitcoek.org)
Sri Jayachamarejendra College of
Engineering Visweswaraiah technology
University, Mysore (www.sjce.ac.in)
Indian Institute of technology ,New Delhi
(www.iitd.ernet.in),Roorkee,(www.iitr.
ernet.in)Chennai(www.iitm.ac.in)and
Mubai(www.cese.iitb.ac.in)
ThaparInstitute of Engineering and
Technology, Patiala(www.tiet.ac.in)
Institute Of Engineering and Tecnology ,
Lucknow University,Lucknow (www.
ietlucknow.edu)
Shri Gs.Institute Of Technology and
Science,Indore(www.sgsits.ac.in)
Hot Location:
There is a great demand for these
engineers to handle the current problem of
pollution. Companies involved in recycling
and waste management as well as
consulting companies, mining, Oil and gas
companies offer employment opportunities
to environmental engineers. They may be
recruited as analysts in Central Board
.Moreover ,consultancy firms in foreign
countries also recruit environmental
engineers for various environment-related
project.
Kalpana.E
31
seasonal

I Let’s celebrate
t was a dream come true. I
cherished the fact that I was
going to work for one of the
reputed newspapers and with
one of the best journalists. It
was day one, and I walked into the

development!
office, with head held high. I was
excited to meet my colleagues. I was
introduced to them. They were great
fun to be with, I thought.
I felt honoured to work with those
people whose writings I have
enjoyed. They stroke conversations
with me asking about my education
and career. These were attempts to They enjoy the
make me comfortable in the new luxury of 21st
place, I found.
Alas! The delight did not last long,
century but live
as the blow came in few minutes, with the attitude
“What’s your caste?” “Excuse me!
Why the hell you wanted to know
of 50s.
that?” I wanted to shout. But didn’t. I
tried hard to hide my disappointment
and anger that slipped as tears,
without help. I did not expect that
‘caste’ would bother the journalists
of this national newspaper, who
propagate caste as a social evil in
their writings. The feel of honour
was totally shattered.
The feel of honour and pride about
my people has let me down many
times and that was not the first.
When people kill each other over
religion, when they ill treat the other
over caste, when they discriminate
over gender and when they suppress
the other over power, I lost hope in
my people. And when I bribed the
quality education and high paid jobs. development, when our fundamental
traffic policeman for violating traffic
These educated Indians are still in the rights of civil liberties such that all
rules, I lost respect for myself.
50s, where the country was divided by Indians can lead their lives in peace
In 60 years of Independence, India languages, caste and creed. They enjoy as citizens of India is enjoyed by
brought heaven into the country in the luxury of 21st century but live with every citizen. Let us believe that
the name of luxury, quick heals and the attitude of 50s. the six fundamental rights of right
fast money. But these years had not to equality, right to freedom, right
The education we offer should
changed people. Don’t you think I against exploitation, right to freedom
not only take our people to a high
am referring to the innocent people of religion, cultural and educational
standard of living, but also to a high
from any remote village who have rights and right to constitutional
standard of thinking. That’s what I
not seen a bit of these ‘development’, remedies are not just in papers.
call as true development.
defined by the first world countries. I
am referring even to those in the urban, Let us hope when we step into the
who had the privilege to get the first 61st Independent year, we see true Keerthana Raj
32 ed matrix august 2008
 y o u r s pa c e

Defective system
Antibiotic to
prevent terrorism
Education is the only way to attain
prosperity, peace and wealth.
But nowadays people think of
education as a commodity for
buying and selling. Just as charity
begins at home, a nation’s destiny
also begins in the classroom.
Education alone can remove
ignorance and bring peace,
harmony and unity. The mind ican
be the root cause of all evils like
destruction, damage and death if
care is not taken. Education is the
only antibiotic to prevent terrorism
and terrorists.
G.V. Shankar
Chennai.
Defective system
Many Universities are conducting
memory oriented examinations .
Students who do not attend most
of the classes scoring high marks
is a clear evidence of defective
examination system. Such
examinations do not testify to the
creative mind of the candidate.
Education for true liberation
This is the world where man wants to get
educated just to make oneself earn his/
her livelihood. However, do all of them
understand the real meaning of education?
I fear nobody can give me the appropriate
answer. The true meaning of education
is to gain wisdom and knowledge and to
make sound judgement on what is right
or wrong in life and also what is good
and what is bad. I am not for the current
system of education which only makes
students memorize the lessons without
even their willingness. All that the student
knows is a superficial knowledge of the
notes supplied to him. Do you agree that
this should be the function of education
or do you want student to just understand
the meaning of what different author says
in their books. This I feel should be the
basic function of education apart from
what people believe should be provided
to them through education
The pattern of education today make
the student learn a different style of
studying. They study the book supplied
ADVT
to them mechanically. And the tutor doesn’t
take any responsibility to take them out of this
kind of bondage and vicious circle. Teachers
are also happy if their pupils get good marks.
Making them learn life’s choicest lessons is
not their concern. That is what is constantly
worrying me.
Did anyone care to see why the students hate
studying. That the lessons are boring for the
students, heavily loaded and unduly painful
for the students is not our concern. Unless
people fight for the cause of education, like
they did during the years of British rule, we
will never have the liberation needed to
have the education system changed into a
meaningful one.
The day the students begin to apply all that
they learnt from class rooms will be the day
of liberation for our people. Similarly the other
way is also true. The day people demand for
a curriculum that helps directly their life will be
the day of true liberation.
Kannan
Bangalore

JYOATHI
However, efforts should be made
to enhance the credibility of our
exam system. The question
paper should be choice-free.
Reappearance of a paper
Land Investor and Promoters
either to pass the subject, or
for improvement should not be
allowed. At the end of the course, Cement Stockist, Birla Plus & Ultra Tech
a certificate with class/division
can be issued to all candidates (L&T) Cement * Steel * Bricks * Blue Metals
based on the grand total marks
secured. No. 24/10, Ashok Nagar Main Road, Chennai - 600 024.
R. Sarva Jagannadha Reddy Phone: 24725282, 23720942, 9383366977.
Chittoor, (AP).

ed matrix august 2008 33

 Writers & Proof Readers
wanted

A popular publication in Chennai needs full time and part time writers
and proof readers for English. Contact 9952096293

Marketing personnel wanted Looking for

Part time
Marketing personnel
with two wheelers are
or Full time
wanted for marketing
media products and
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Contact : 9884430566

34 ed matrix august 2008

ADVT

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Suppliers of Quality educational books for
College & School students.

POST BOX NO. 7316, CHENNAI - 600 101.

PHONE : 9282404404, E-MAIL: bbattacharya@gmail.com

ed matrix august 2008 35

Te c h n o l o g y

So You Want the iPhone?

I
ndia and iPhone: It’s been nearly a year since its release, and the
The pre-release publicity iPhone continues to be the most wanted gadget in
that surrounded the the market. We tell you how to make it yours
iPhone ensured that
come June 29, 2007
everyone wanted a piece
of Apple’s hottest pie. And
like everything else that isn’t
legally available in India, the
grey markets were stocked
up within a month. And the
increased price tag was not a
deterrent to gadget geeks and
style freaks alike.
The phone was subsequently
launched in Europe and
since countries like Germany
did not permit sales of the
locked down phone unlocked
iPhones were soon available
in the market.
Though they were more
expensive, they made the
iPhone dream possible
for those who did not
want to stick to one
network operator. This
also took away the hassle
of jail breaking, activation
and unlocking.
Where can one get the
iPhone in India?
There are various ways you
can get an iPhone in
India. Many online
shopping sites like

36 ed matrix august 2008


e-bay, iPhonenirvana.com etc
offer iPhones which are either
imported or smuggled from
abroad. Secondly, if you have
contacts abroad (America,
UK Germany or France),
you can ask them to get you
the iPhone. If all else fails,
you can buy it from the grey
market.
Which iPhones have
arrived In India?
If you are one of those who
want to lay your hands on
the iPhone, before its official
release here in India, you
can head to any of your city’s
grey markets. Currently,
there are two variants. One is
the locked version imported
from Singapore (usually they
are locked phones frokm
US), for Rs 26,000 which
is sold with the unlocking
SIM card (TurboSIM etc).
The other is the unlocked
version, imported from
Europe (Germany and
France) but costs around
Rs 27,000 (approx). Don’t
go by the price here which
is what one usually does.
The reality is that with Apple
developers and the hacker
community playing cat and
mouse games, unlocking the
features have become harder
and harder. Any new updates
will lick your phone of make
some features unusable and
you’ll have to wait until some
geek unlocks the feature and
makes it available at a cost.
For future-proof hassle-free
updates and to take full
advantage of all the features,
go for the latter. It costs just
one thousand rupees more,
but it’s worth for the freedom
it gives you to use any SIM
card and upgrades that won’t
brick you phone unlike many
unofficially unlocked iPhones.
Will it work on India’s Cellular
Network?
The answer is Yes. The
iPhone GSM network
support includes bands that
our current GSM networks
operate on ie., 900 and 1800
MHz
So you have the iPhone.
What about the firmware?
Apple keeps its iPhone. What
about the firmware?
Apple keeps its iPhone users
busy by providing updates.
Despite new features, it is a
pain for those who own the
jail broken (originally locked)
iPhone as this usually locks
the phones again. Whether
you won a locked or unlocked
iPhone, it’s good to know
what firmware version it has.
To determine what firmware
your iPhone has, follow these
simple steps.
If it is already activated yet,
get into the emergency dial
screen, dial
*3001#12345#* and tap the
Call button. Check out what
ed matrix august 2008
modem software matches the
firmware on your phone from
the list below.
• iPhone firmware version
1.0 has 03.11.02_G modem
firmware
• iPhone firmware version
1.0.1 has 03.12.08_G
• iPhone firmware version
1.0.2 has 03.14.08_G
• iPhone firmware version
1.1.1 has 04.01.13_G
modem firmware
0.2 cmiPhone firmware
version
1.1.2 has 04.02.13_G
modem firmware
• iPhone firmware version
1.1.3 has 04.03.13_G
modem firmware.
Here is list of the firmware
updates released so far.
iPhone v1.1.1: The first
update firmware release
for the iPhone locked the
unofficial unlocked iPhones.
New features added from the
updates include iTunes, Wi-Fi
Te c h n o l o g y
music store, support for TV-
our and other useful features.
When the unofficial unlocked
iPhone was updated using
v1.1.1 firmware, it disabled
the third party app support,
de-activated and locked the
iPhone. But it was jail broken,
activated and unlocked again,
a few weeks later.
iPhone v1.1.2: Released in
November 2007, it coincided
with iPhone’s launch in
Europe. Most European
phones came with this
firmware. Expected to be
impossible to unlock, it
was fail broken in no time.
This update fixed the TIFF
vulnerability that was noticed
by jailbreakme.com and
paved the way to install
third party applications on
the iPhone. Language and
character support included
adding the International
keyboard layout.
iPhone v1.1.3: Released
on January 2008, the new
features includes the ability
to rearrange icons on the
37
Te c h n o l o g y
screen and Sari book marking.
Google Maps added ‘Locate
Me’ feature and Multiple
recipients for SMS. Apple tried
to make it harder for backers
to break in, but in no time
there were a lot of sites where
the unlocking process was
revealed.
The 4 Magic steps That
Unlocked the iPhone
The firmware version is what
decides how difficult it will
be to get a fully functional
iPhone. But as of now, there
are usually three steps that
iPhones have to go through
to let the user explore its full
features. Let’s take a closer
look at each of them.
Unlocking: It is a process
where the iPhone is freed
from working with only one
network operator. This makes
the iPhone work with any
SIM card. Popular tools for
unlocking include Turbo
SIM, AnySIM and a software
tools with GUI called iPhone.
38
This became very popular
as it gave simple and clear
instructions.
Jailbreaking: Apple’s iPhone
did not support installing
third party applications
and customizing ringtones,
wallpapers etc on its earlier
firmware versions. All these
have been made possible by
the process of Jailbreaking
which opens up its file
system. Popular tools are
AppTap for Windows users
and Independence for Mac
users. Jailbreaking usually
requires you to downgrade to
the older jail broken firmware.
You can check out sites like
www.iPhone unlock.no/,
www.iclarified.com/ or any
tech forum which provides
detailed instructions on how
to jailbreak different firmware
in different methods.
Activating: This is a
process where the network
communicates to the iPhone.
Without activation, the
iPhone is not usable. When
ed matrix august 2008
connecting to iTunes, the
activation screen pops up
where users need to provide
personal information and
when that is done, syncing
iPhones and PC contents is
possible. General activation
process is not applicable
for unlocked iPhones, but
from the steps given by the
hacking community, It’s just
a matter of uploading a small
file to the phone. Usually,
activation is done by putting
the phone in recovery mode.
Virginzing: When an iPhone
has been hacked to make it
work with any SIM card, the
baseband (phone’s modem
software) is usually altered
or damaged. This process
usually reverts the phone to
its factory settings.
What about the warranty
if I unlock?
First of all, after jailbreaking,
unlocking and activating
it yourself, you void the
warranty. Apple will not give
you support in India if you
get the unlocked phone
from Europe. Supports will
be given only in the country
where the phone was
purchased, provided you
have the bill and did not go
the underground way.
For iPhones from the US,
don’t even think about it.
When will it arrive in
India and how much will
it be?
It probably won’t take much
time for iPhones to hit
our shores. Some market
analysts have indicated that
it will be a matter of months.
But the question here is how
much will it cost and will it
be locked or unlocked? In
a country like India, where
unlocked phones are more
common than the locked
phones, there are chances
that Apple may introduce the
unlocked version just like
they did in Europe.
Pricing is another big
question again. We see lot
of gadgets in the market, but
cell phones are the biggest
sellers and Indiana buyers
do not mind shelling out
more money if the phone
has unique features to flaunt.
And if it is unlocked it may
cost anything from 30k
to 40k.
Let’s see how Apple will
tackle the Indian market.
We are hoping to see
the unlocked version at a
reasonable price.
Laldinfela Pachuau

Problem Solving Story -4
Birbal Solves
the Problem
S everal courtiers were vying
to be the Royal Advisor of
emperor Akbar. They were even
jealous of Birbal who had won
a special place in the heart of
emperor Akbar. As a result he
enjoyed a special status in the
Answer for the last month’s Problem Solving Story
royal court of Akbar and continued
to be the special Advisor to the
emperor.
One day, when the other courtiers
came to the court. They said to
the emperor, “We want to be your
Birbal thought this is good time,
so he thought for a moment and
spoke, “Your Majesty, it might
be possible that the camel has
forgotten to honour his promise
made to somebody that is why
his neck is crooked. Scriptures
mention that whoever will forget
their promises will have crooked
neck. So this might seem the
ed matrix august 2008
B INGO !
Royal Advisor.” Akbar knew their
intentions and said, “No problem,
but you will have to pass the test
before any of you could be my
Royal Advisor. And whoever would
pass the test will be appointed my
Advisor.” They agreed.
The King unfastened his waist
cloth and lay down on the floor,
and asked the candidates to
cover him with that cloth from
head to toe. Now everybody tried
to cover him, but in vain. If one
wanted to cover the head, then
feet remained uncovered, or if the
feet were covered, then his head
remained open.
Just then Birbal entered the court,
the king asked Birbal also, if he
could cover him with that cloth
from head to toe. Birbal paused
a moment. He knew what he
should do.
Write to us about the various
ways in which Birbal could
have solved the problem. How
will he cover the emperor with
a small waist cloth? The best
answers will find a place in the
September ED MATRIX issue.
reason of his crooked neck.”
Akbar soon realized that he
promised to give some gifts to
Birbal, but has not yet done so.
As soon as they arrived at the
palace, the King gave him his
reward.
So Birbal was so wise that he
got what he wanted without
asking for it.
39
TRA V E L
Getaways - Feel Good Factors
T
ake a break – this is one simple
way to rejuvenate your body and
mind. A perfect weekend can
get you charged for the next five
days or more. This week we will
be exploring a beautiful hill station close to
Chennai.
Yellagiri, also known as poor man’s Ooty, is
a great place to unwind yourself. Situated
at a height of 920 metres above sea level it
has a pleasant climate and can be a perfect
getaway for weekends anytime of the year.
There are 11 hairpin bends on the way to
Yellagiri and every bend has been named
after poets such as Kambar and Valluvar. It
takes approximately an hour by bus to go
uphill. The view from the top is overwhelming
especially in the nights. We were lucky to
have a glimpse of the town Jolarpet from the
top, looking like stars scattered down below.
Yellagiri comprises of 12 villages and
Athanavoor is the biggest of them all.
My friend Jeyachandran alias JC a local
of Yellagiri, who is also the only General
Physician in the mountain hamlets, was
kind enough to show me some of the best
spots not featured in any guide books or
maps. There are three major attractions in
Yellagiri. There is the artificial lake known as
the Ponganur lake, where boating is popular.
Then there is Swami Malai, near Mangalam,
a hamlet at the foot of the hill . It’s an easy
climb taking about an hour with infrequent
breaks (about a 1000 foot climb). Smaller
peaks with quaint names like the Jawadi
Hills, Palamathi Hills and others are also
worth climbing. The Jalagamparai Waterfall
is a five km trek from Yellagiri downhill. It’s
a tough trek, but the view of the valley from
the sides of the mountain is truly rewarding.
It’s not the mountains alone which are special
but the quiet villages, thatched houses, the
fields and its farmers, sunrise and sunset
draws you close to this beautiful hill station.
JC, my doctor-friend promised to take me to
a place which does not feature in any guide
books or maps. We headed to a mountain
near Nilavoor. We had to cross a stone quarry
which is not open to the public because of the
dynamites used to break these mountains.
After clarifying if we could go ahead we
started to climb. It takes about ten minutes
to reach the first base camp but from here
only those who dare can reach the temple on
top of the hill.
40
A very steep rock welcomes us but undaunted
I decided to climb only to slip. Prakash, a
localite, well-versed with the topography of
this region asked me politely to remove my
shoes. Also we could not enter the temple
with footwear. Anyway I heeded to his words
and he helped me cross the first hurdle. There
is again an iron ladder with about 30 steps
without any support to take us to the temple.
Winds are strong enough to push you off your
feet and looking at the steep ladder ahead
I was a little hesitant. But then the world
belongs to those who dare and so I ventured.
The sight was indeed rewarding. We can
see the whole of Yellagiri, its surroundings,
Swami Malai , Jalagamparai falls and the
nearby Jawadi hills. As JC pointed out, this
place was indeed a suicide point as there
was a steep gorge very close to the temple. A
small slip can prove to be fatal.
This place also has its mythological tales. It is
said that a girl got trapped when she came to
pray who was later considered as a goddess.
People come to worship here on special
occasions.
Driving from Chennai
Yellagiri is about 250 km from Chennai.
The Poonamalee High Road out of the city
leading to the Bangalore highway towards
Vellore via Sriperumbudur, Walajapet and
Katpadi. Vellore would be ideal for a break,
there are a lot of eating places right on the
highway. From Vellore continue on to Ambur
and then towards Vaniyambadi. Take a left
at Vaniyambadi and another left at Ponneri
towards Yellagiri- watch out for this one as it is
easy to miss. The roads are well punctuated
with signboards in English, and the roads
expecially the Chennai-Vaniyambadi stretch
ed matrix august 2008
are excellent. It is fairly safe, watch out for the
occasional truck that changes lanes abruptly.
There are 11 hairpin bends on the ghat road
from Ponneri to Yelagiri and the road is pretty
narrow so you can’t actually park a car to
enjoy the view except at some of the wider
hairpin bends. Bikes won’t have this problem
though.
Please note there are no petrol stations
in Yellagiri, so it’s always better that fill up
your tanks in the city. Except for a few tyre
changers there
You need to see a
forest, mountain
and a river once in
your lifetime.
By train
By train, you will have to alight at the Jolarpet
Junction from where both public and private
transport can take you to the hills. The
frequency is very less so watch out.
Sight Seeing
Swami Malai, Jalagamparai Waterfalls, Vainu
Bappu Solar Observatory, one of the largest
solar observatories is in Kavalur (Jawadhi
Hills). And if you are lover of temples there is
one in almost every village here.
Food and Lodging
There are number of eateries and lodges
available. Tariff ranges from Rs 300 to
Rs 3000.
Rajvee

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42 ed matrix august 2008