Publish with Us

Follow Penguin

Follow Penguinsters

Follow Penguin Swadesh

© 2020 Penguin India

Category: Excerpts

Here’s What Really Happened in the 2G Spectrum Scam!

Posted on by prathod

Ever wondered what really happened behind the scenes of the infamous 2G spectrum scam?
Just a Mercenary? by D. Subbarao unveils the truth, inviting you into the dynamic world of bureaucratic processes, policy decisions, and public perception. In this exclusive excerpt, Subbarao shares his firsthand experience with the 2G spectrum controversy, offering a raw and honest look at the challenges of decision-making in Indian governance.

 

Continue reading to immerse yourself in an account brimming with insight and introspection.

Just a Mercenary
Just a Mercenary || D. Subbarao

 

In 2007, the Department of Telecom (DoT) under the ministerial charge of A. Raja of the DMK, a partner in the UPA coalition, determined that there was a case for licensing more 2G operators in each of the twenty-three telecom circles in the country in order to encourage competition in the sector. The department consulted TRAI (Telecom Regulatory Authority of India), and TRAI, in turn, endorsed the need to increase the number of operators and recommended that fresh licensees should be given spectrum at the same price at which incumbent operators had gotten it, which was the price set in an auction in 2001. The absence of a level playing field, TRAI argued, would disadvantage fresh entrants and defeat the goal of deepening telecom services.

 

The 2001 cabinet decision stipulated that all future pricing of spectrum would be decided jointly by DoT and the Ministry of Finance. When the issue came to the finance ministry for opinion, I took the view that it would be inappropriate to sell spectrum in 2007–08 at a price set in 2001 and that we must rediscover the price through a fresh auction. My opinion was informed by the experience in India and around the world during the intervening years that spectrum was a scarcer commodity than originally believed. It was only appropriate that the government should garner a part of that scarcity premium by rediscovering the price through a fresh auction.

 

The DoT wrote back to say that they saw no reason to revisit the pricing issue and that they preferred to go along with the TRAI recommendation. For sure, there was some logic to the DoT position. If the objective was to deepen telecom penetration, it made sense to keep the price of spectrum low; competition among operators would then ensure that the lower price was passed on to customers.

 

Even as this disagreement on pricing remained unresolved, the DoT went ahead and invited applications for licences in September 2007 and awarded 120 licences to forty-six companies on 10 January 2008. Although these licences were given away at the 2001 price, the licence agreement contained a clause that the price could be increased later to accommodate the possibility of the finance ministry’s view prevailing.

 

The whole licencing process turned out to be controversial and contentious. There were allegations of arbitrarily advancing the cut-off date for receipt of applications, abrupt announcement of the successful applicants, tampering with the first come, first served principle and allowing a very narrow window for payment of the licence fee to favour some parties. This licensing part was an issue in which I was neither involved nor had any locus standi.

 

In July 2008, some six months after the licences were issued, the two ministers, Finance Minister Chidambaram and Telecom Minister Raja, reached an agreement that this round of 2G spectrum would be given at the 2001 price while all future spectrum, including 3G, which was then on the anvil, would be auctioned. Both ministers presented this agreed package to the prime minister at a meeting where I was present. I recorded that decision in the file.

 

In the months after the issue of licences, stray reports began appearing that spectrum had been given away at a throwaway price. These reports gained momentum when two of the licensees were able to sell equity to foreign investors at a huge premium, suggesting that the true value of spectrum was much higher than what was reflected in the 2001 price.

 

Very soon the trickle of allegations of corruption turned into a flood. That the government had ignored the advice of its own finance secretary added fuel to the fire. There was a furore in the parliament. The decision was attacked in the Public Accounts Committee (PAC), the Central Vigilance Commission (CVC) ordered a CBI investigation, the Comptroller and Auditor General (CAG) decided to take up a special performance audit and a public interest litigation was filed in the Supreme Court. This meant that the 2G issue was simultaneously the subject of a CBI investigation, a PAC inquiry, a CAG special audit and a Supreme Court probe. And subsequently, it would be the subject matter of a Joint Parliamentary Committee (JPC) inquiry as well.

 

The CAG report, signed off by Vinod Rai, incidentally my IAS batchmate, was tabled in the parliament in November 2010. Its most important conclusion was that the government had incurred a ‘presumptive loss’ of Rs 1.76 trillion by selling spectrum at below market price. This huge number, as much as 3.6 per cent of GDP, was explosive and turned the 2G issue into a full-blown scam.

 

***

Intrigued to know if Subbarao was a hero or villain in the 2G scam?

Get your copy of Just a Mercenary? by D. Subbarao wherever books are sold.

An Exclusive Glimpse into the Life of ‘Gobind’

Posted on by prathod

Embark on a journey with Gobind by Harinder Sikka, a story filled with love, loyalty, and tough choices. Born in poverty, Gobind rises through the ranks of the Indian Navy, but his success is shadowed by unfulfilled promises and unresolved love. When faced with a new challenge and a tempting encounter in Russia, Gobind must choose between duty and desire.

 

Read this exclusive excerpt to get a glimpse into the early life of Gobind and taste the thrill of a love story, a saga of passion, and human endurance all wrapped in one!

 

Gobind
Gobind || Harinder Sikka

***

As the sun emerged from the distant horizon, the fields too began changing colour. The rapidly strengthening sun rays turned brighter with every passing minute, turning the dark and dense looking crops into a lush green landscape. Tiny golden-yellow flowers on top of the crops looked as if each plant had been knighted with a golden crown by mother nature. All kinds of birds emerged from their deep slumber and filled the atmosphere with a burst of chirpy sounds.
The entire village was soon bathed in different hues. Not to be left behind, the animals too began walking around their territories, marking, urinating on every pole, tree and bush. The farmers too began making a beeline on the snake-like thin track to their respective fields. Their farming tools hung from their shoulders like weapons saddled on the shoulders of soldiers enroute to the battlefield. Nature in its full glory was like a beacon of peace, love and tranquility all round.

 

Gargling and spitting the water out, Ranjit Singh accepted from his wife an old piece of cloth that was once a garment, re-stitched to serve as a face napkin. While handing it back to Amrita, he looked at her inquiringly, ‘Where’s Gobind?’

 

‘Oh, he has already left for the fields. Says he will come back in three hours and go to school afterwards,’ she replied.

 

The cloth napkin slipped out of Ranjit’s hand and fell on the wet floor between them.

 

‘Which fields?’ he asked, his face filled with shock and surprise.

 

‘To work in Bihari Lal’s field. Before leaving home, he told me that he wished to earn while he studied. I couldn’t stop him. He just left without discussing it further.’

 

Ranjit was speechless. His young, school-going teenage son had taken a decision to work part-time, without even consulting his father.

 

‘I don’t know what to make of all this. Working part time isn’t wrong. In fact, I am happy for this will inculcate discipline in him. But all of a sudden? I will ask Bihari ji what’s he up to.’

 

Amrita bent down to pick the cloth from the floor. Then, flapping it in the air repeatedly, she tried to remove the excess water it had absorbed from the wet floor and flung it on the clothesline to dry. She turned towards her husband and looked straight into his eyes. ‘Maybe we should leave him alone. Let him discover himself. He didn’t sleep well. He even sat up on the cot in the middle of night to say his prayers. He was unsettled last night after your stern talk. But he looked different this morning and very charged up when I met him, before he left quickly. There’s this visible change in him that I have never seen before. I am happy and worried.’

 

‘Prayer? Gobind? And how do you know he has changed?’ Ranjit’s face was now filled with confusion.

 

‘Because I am his mother.’

 

Ranjit’s eyes followed Amrita as she went inside the room. Then, wiping his hands on the cloth napkin that Amrita had just hung, he turned his attention outside. He lifted himself up on his toes and looked in the direction of the large haveli with vast green fields where his son was supposed to be working. His eyes scanned the horizon but couldn’t see Gobind. Turning back, he walked inside to find Amrita standing at the entrance, watching her husband.

 

‘Please stop worrying. You’ll get late for work. Get ready; I will get your breakfast. Your tiffin is also ready. Please don’t forget to take it along.’

 

Amrita’s affection-filled instructions relaxed Ranjit to some extent. Stepping into the room, he sat down on the floor while Amrita served him breakfast. It was the same food that he had eaten last night. He ate in silence. But his mind was racing in many directions while Amrita rotated the hand-held fan on its swivel. Before leaving home for work, he stood before the lord’s picture hung on the wall, joined his palms and murmured so softly that even his own ears couldn’t hear his own words.

 

‘With your permission, dear lord, I wish to go to work. It’s a new day, an amazing one at that. I want to thank you from the bottom of my heart. Only you, dear Guru Gobind, can help my son, Gobind.’

 

***

Get your copy of Gobind by Harinder Sikka wherever books are sold.

Demystifying Needs, Wants, and Desires in ‘The Autobiography of God’

Posted on by prathod

Learn the true meaning of self-discovery in ‘The Autobiography of God’ by Lenaa Kumar, where desires go beyond mere wants and needs.  In this book, Lenaa shares her remarkable story spanning eighteen years—a journey of overcoming anxiety, depression, and the constraints of the rigid psychiatric system. ​

Read this exclusive excerpt to uncover the keys to profound self-discovery and unlock the answers to life’s most pressing questions.

 

The Autobiography of God
The Autobiography of God || Lenaa Kumar

 

A major side effect of Self-Realization is the loss of any need, want or desire due to the experience of One-Self as all-there-is!

 

Many have stopped at that level of mind where logic and reason become unnecessary.

 

This is where I am grateful to my family and friends for putting me in psychiatric care. Due to this, Desire could arise once again, and I am living out my potential rather than wandering as a bliss bunny!

 

As long as one is in a body on earth and identified with the body, the experience is always ‘duality’.

 

That of knowing I am One and whole, Infinite and Eternal and yet experiencing my-Self as separate and individual, finite and mortal. Mastering this balancing act is the Mastery of Life.

 

In the rest of this book, I will share with you all the techniques and tools I used to balance duality and reach a high integration of Conscious and Subconscious, Body and Mind, Energy and Consciousness.

 

Some basics first:
Need signifies the lack of something.

Want signifies the choice to have something.

Desire signifies a deep wanting, hopefulness and wishfulness with the added emotion of longing and imagination of having it.

 

The Paradigm Shift of Desire
Where does desire come from?
Putting aside the commonly believed idea that desire arises from within the mind, let us look at desire as a command to achieve or create or experience something, coming into the mind, in the form of vibrations, from the unknown or rather from the I/Life, and being translated by the intellect as an idea that then becomes a desire, that is then sent as an impulse in the body to Do something.

 

This paradigm takes away all the stress of having chosen a particular decision and instead the mind is able to focus on the task that it has been entrusted with by Consciousness/ I/Life.

 

This leads to a clear alignment of body, mind and I. I/Consciousness/Life gives a command to the mind that appears as a desire, which then prompts action from the body so that the being, moves towards achieving that desire which leads to the experience that I wants the mind to have, so as to break the identification of I with body/mind/intellect.

 

Every true, deep and intrinsic desire one feels is a command from Life itself to this mind so that the body may do what is needed for Life to experience itself, as Consciousness Bliss.

 

Desire vs Need
If you find yourself living in a box of needs, then you are in one of the boxes in Abraham Maslow’s pyramid of needs.

 

Pyramid of Needs

One must have a clear idea of one’s needs. However, desire is the thing that makes one get out of bed in the morning (especially, to go to work). To beat depression, one must desire something.

The desire for self-esteem is a paradox. We try to impress others with our material possessions and with how worthy they should think we are of their holding us in high esteem when the very need is for self-esteem, which only you can give to yourself.

 

 

Two modern-day issues with this area are:
1. Self-esteem is confused with social standing or status. This has to do with borrowed desires. They are the root of all misery. You can never enjoy their fruit, because the seed wasn’t yours, to begin with. If social media or peer pressure is the source of your desires in life, anxiety, stress and depression come free with it.

 

2. Not knowing what you truly want. Unless you take time with yourself to cut out everyone else’s desires that are filling you, your true desires will not surface. They are buried somewhere deep down along with your childhood memories.

 

While biological and psychological needs demand their fulfilment rather drastically, aesthetic needs are just as painful as all others when unfulfilled. Here, the dilemma is that it doesn’t look as important as a need, but it is an overwhelming personal need.

 

The desire for creativity, freedom and expressing authenticity and knowing the truth is the highest of human needs. Existential angst and the heights of anxiety about the unknown accompanied by the depression of not fitting in, not knowing how to evolve, confusion about truth and searching, without knowing what for, are the hallmarks of this stage. It is at this stage of our desire for deeper meaning that we feel most alone and at times lonely. This stage of anxiety and depression is a luxury. You get here only when the other levels of needs are satisfied and not escaped. Congratulate yourself if you are at this stage because desire takes on a whole new meaning from here.

 

Waking up to the meaning of desire from this stage we see it as a sign or force that rises within us to propel us in the direction of evolution, truth and destiny. Like all pure creativity, desire comes from a source beyond our limited perceptions of self. Then desire is seen as the fuel to unleash one’s true and individual potential. Desires are signs that lead to higher synchronicities, showing us the way to our higher self.

 

***

Get your copy of The Autobiography of God by Lenaa Kumar wherever books are sold.

Curious About Investing in Crypto? Here’s All You Need to Know

Posted on by prathod

Curious about investing in crypto and diversifying your investment portfolio? Mukesh Jindal’s Crypto the Disruptor sheds light on the transition from traditional money to digital currencies, offering valuable insights and tips for beginners and experts alike. Despite regulatory challenges, India’s crypto market is buzzing with innovation and there’s no better time to get into it than now. So, if you’re keen to explore crypto investments,  read this exclusive excerpt to know everything about this hottest currency trend.

 

Crypto the Disruptor
Crypto the Disruptor || Mukesh Jindal

***

Although investing in crypto assets is not illegal in India, the government heavily taxes and regulates it. The Finance Bill 2022 imposes a 30 per cent tax on crypto holdings and transfers, making it costly to trade crypto in India. The government has also expressed its intention to create a central bank digital currency (CBDC) and ban private cryptocurrencies. However, despite these challenges, india is one of the fastest-growing crypto markets in the world, with over 100 million crypto owners. some of the most popular crypto assets in india are Bitcoin, ethereum, Dogecoin, Cardano and XRP.

 

The indian crypto market is witnessing a surge of innovation and entrepreneurship as more and more crypto projects and platforms emerge and gain traction. some examples include Polygon, a layer-2 scaling solution for ethereum; WazirX, a leading crypto exchange and platform; CoinDCX, a crypto investment app; and instadapp, a DeFi aggregator and manager. if you are a beginner and want to start investing in crypto assets in india, you need to follow five basic steps:

 

1. Choose a crypto exchange or broker that is registered with the Financial intelligence unit (Fiu) and complies with the tax and regulatory requirements. An Fiu is a national agency that collects, analyses and disseminates information on suspicious or unusual financial transactions that may be related to money laundering, terrorism financing or other crimes. Fius also cooperate with other domestic and international agencies to combat financial crimes. The Financial intelligence unit-india (Fiu-inD) reports directly to the finance minister-led economic intelligence Council. some of the leading cryptocurrency  exchanges in india are WazirX, CoinDCX, ZebPay and unocoin. They allow users to buy, sell, trade and store various digital tokens, such as Bitcoin, ethereum, Ripple and more. They also offer different features and services, such as crypto lending, margin trading, peer-to-peer (P2P) transactions and educational resources.

 

2. Create an account on the platform and verify your identity and address. You may need to provide your Permanent Account number (PAn) card, Aadhaar card, bank account details and other documents.

 

3. Deposit funds into your account using your preferred payment method. You can use the unified Payments interface (uPi), bank transfers, debit cards or credit cards.

 

4. start purchasing crypto assets of your choice. You can either buy them at the current market price or place a limit order to buy them at a specific price.

 

5. store your crypto assets in a secure wallet. You can either use the platform’s wallet or transfer your crypto to an external wallet, such as a hardware wallet or a software wallet.

 

As previously stated, there are two sorts of cryptocurrency wallets: software-based hot wallets and physical cold wallets. Hardware wallets, a sort of cold wallet, are one of the most secure methods of storing cryptocurrency. They function by keeping your private keys on a physical device (often a usB or Bluetooth device).
some of the benefits of using a hard wallet are:

 

• Control: You have full ownership and control of your funds as you manage your private keys without relying on any third-party service.

• security: Your private keys are kept offline at all times, which makes them immune to hacking, malware or phishing attacks.

• Compatibility: As long as the device supports them, you can store and access thousands of different cryptocurrencies with a single hard wallet.

• Convenience: You can easily connect your hard wallet to your computer or smartphone and make transactions with a simple click or tap.

 

Online platforms like TradingView can assist cryptocurrency traders and investors. They are platforms that provide advanced charting tools, market data and social features for traders and investors in various markets, including cryptocurrencies. They also support trading directly from the charts through various brokers and exchanges, such as Binance, Coinbase and Kraken.

 

Crypto investing offers a wide range of assets, pairs and derivatives to choose from. However, not all of them have the same performance and potential. Therefore, it is advisable to diversify the portfolio across different categories, such as Bitcoin, altcoins, stablecoins and tokens, as well as across different sectors, such as DeFi, nFTs, gaming and the metaverse. This way, one can reduce the correlation and dependency on a single asset or market and increase the chances of earning consistent returns.

 

***

Get your copy of Crypto the Disruptor by Mukesh Jindal wherever books are sold.

What They Don’t Tell You About Women in Mythology!

Posted on by prathod

Step into the captivating world of Hindu, Buddhist, and Jain lore with Sati Savitri by Devdutt Pattanaik where women rewrite the rules and redefine their destinies beyond patriarchal norms. From ancient scriptures to modern-day interpretations, Pattanaik offers a fresh perspective on liberation, revealing how patriarchy and feminism have coexisted throughout history.​

 

Read this exclusive excerpt to dive into the feminist side of mythology like never before!

Sati Savitri
Sati Savitri || Devdutt Pattanaik

***

Images of Saraswati, the goddess of knowledge, are often placed in libraries, right next to the board that says, ‘silence please’. No one notices that the goddess always holds a musical instrument called veena (lute) in her hand. The irony is lost on many who look at sacred images without actually doing darshan.

 

Darshan is the act of seeing that generates insight and results in reflection. For example, the sight of the veena grants us some insight into the human ability to make music and musical instruments, and this makes us reflect on how music made by humans is different form the music made by birds. The music of birds is specific, to enable survival. It is designed to attract mates and draw attention of fellow birds to food or predators. Human music, on the other hand, is not necessary for survival. But it adds beauty to life and makes us wonder on the meaning of existence, by making us aware of various rhythms and emotions.

 

Unlike other goddesses, there are not many stories about Saraswati. She is more the embodiment of a concept.

 

Saraswati is draped in a white sari indicating she has distanced herself from the materialistic world, represented by colourful fabrics. While Lakshmi nourishes the body with food, Saraswati nourishes the mind with knowledge and the arts. Lakshmi’s wealth is contained in a pot; Saraswati’s knowledge is expressed through words, through songs, stories and music, dance and arts. In Jain art, the more austere Digambar monks compared Saraswati to a peacock while the white-clad Shwetambar monks compared her to a goose (hamsa). In Indian folklore, dancing peacocks attract rain clouds, while hamsas are able to separate milk from water, like fact from fiction.

 

▪️ The peacock links Saraswati to art, dance, music, theatre and entertainment.

 

▪️ The hamsa links Saraswati to ideas embodied within, and communicated through, sounds, songs, stories, songs, symbols and gestures: the knowledge of maths, science, literature and philosophy.

 

Saraswati is therefore linked to both, the peacock like courtesans as well as the swan-like philosophers. In modern society, the courtesan has been erased from history; her contributions to the world of art appropriated by men.

 

In popular Hindu mythology, Saraswati is called the wife of Brahma. But she is also called the daughter of Brahma. This can be confusing. The confusion comes from our failure to appreciate that mythology is metaphorical. Gods and goddesses are given supernatural forms so that we appreciate the idea, the symbol and do not take things literally. That Saraswati is shown with four hands, and Brahma with four heads, is the clue provided by the artist that these figures embody ideas, not entities.

 

Human ideas are complex. Words are often not enough to communicate an idea. We need grammar. We need sentences. We need punctuations. We shift from prose to poetry, we use music and melody, even gestures and symbols, to communicate subtle refined ideas. Language has metaphors where known words are used to explain and elaborate unknown ideas and inexpressible emotions. Still ideas resist transmission. What is conveyed by the source is not received by the destination.

 

To communicate Vedic ideas to people, the sages decided to compose stories. Ideas then become characters. The relationship between ideas is communicated through relationships among characters. Characters have gender, and so the relationship between ideas ends up being expressed in sexual terms. When the characters are gods, indicated by their supernatural form, they serve as metaphors. They are vehicles for ideas that resist simple communication.Veda, which means knowledge, pays a lot of attention to reality that is visible and reality that is not visible.

 

▪️ Food is a reality that is visible. It is visualized in female form as Lakshmi, the goddess of fortune. The name Lakshmi is derived from ‘laksha’ which means target.

 

▪️ Hunger is a reality that is invisible. It is visualized in male form as Indra, the master of paradise, where all fortune is cornered.

 

▪️ The name Indra is derived from ‘indriya’ which means sense.

 

▪️ Indra chasing Lakshmi is then a metaphor for hunger chasing food. Indra rides elephants. The aroused, excited, uncontrollable elephant in the state of masht is how the poets describe Madan, or Kama, the god of uncontrollable craving.

 

▪️ Shiva who burns Madan then embodies the mind who controls craving. Shiva also beheads Brahma’s fifth head that sprouts as he chases Saraswati. Here, Brahma views Saraswati as entertainment to be consumed, rather than knowledge that will help him evolve.

 

▪️ In wisdom, Brahma realises that the point of creation is to feed the other. Animals eat and are eaten, but humans need to feed and be fed. This applies to food, as well as power, as well as knowledge. Saraswati created must be given away. In the process we gain insight and reflection.

 

Male forms are consistently used to depict mental states:
1. Brahma for craving
2. Indra for insecurity
3. Vishnu for empathy
4.Shiva for indifference
5. Kartikeya for restraint
6. Ganesha for contentment

 

Female forms are consistently used to depict material states.
1. Kali for the wild
2. Gauri for the cultivated
3. Lakshmi for resources
4. Saraswati for communication
5. Durga for battle
6. Uma for household
7. Annapurna for kitchen
8. Chamundi for crematorium

 

Why are male forms used to depict the invisible reality of the mind and female forms for the visible reality of matter? The reason is relatively simple if one appreciates the male and female anatomy from the point of view of the artist and the storyteller, who carry the burden of communicating Vedic ideas.

 

***

Get your copy of Sati Savitri by Devdutt Pattanaik wherever books are sold.

Behind the Scenes of R. Ashwin’s Rise to Cricket Fame!

Posted on by prathod

R. Ashwin, one of India’s greatest cricketers, shares his incredible journey in I Have the Streets, co-written with Sidharth Monga. Ashwin not only talks about his amazing cricket achievements but also tells the story of his struggles with health as a child, the strong support from his family, and his love for cricket growing up in the streets of Madras.

 

Read this exclusive excerpt to get a glimpse of Ashwin’s early cricketing days full of hard work, family sacrifices, and his deep passion for the game.

 

I Have the Streets
I Have the Streets | R. Ashwin, Sidharth Monga

***

I am ten when Appa’s teammates at Egmore Excelsiors ask him to bring me around to play for them. I have been taking formal coaching, and my batting is coming along nicely. Appa fears I will get hit by the hard cricket ball, so he keeps resisting. I am not puny, but I don’t have the muscle mass to go with my height. With all my wheezing and vomiting bouts, I struggle to keep any food down. Two years later, he finally gives in.

 

At twelve, I make my Madras leagues debut for Egmore Excelsiors in the fifth division. My first kitbag is the same improvised pads-around-the-bat contraption. The bat is Appa’s Simon Tuskers, fully taped and gutted. In my second season, I have scored a century. My main utility, though, is to field at slip and short leg. I take a lot of catches. And blows, because fifth-division spinners are quite erratic with their discipline, thus endangering their short-leg fielders.

 

Now, instead of protecting me from the cricket ball, Appa is following the coaches’ advice that tennis-ball cricket will ruin my game. So, he tries to ration those matches for me. To help me rid myself of the fear, he installs a net in the house. The surface of the first one is quite rough, so he gets it redone to a smooth finish. During a family function at home, he asks the videographer to film me while batting. It comes back like a wedding film.

 

Appa throws balls at me from a close distance so that I don’t fear the thirty- to forty-year-old pros in the leagues, who can be a terror with the unpredictable bounce of the matting pitches we get in the fifth division.

 

Batting against them is not even the scariest part. It is the fear of letting your teammates down and getting admonished for it. The first season is really intimidating. I’m not sure know what they will say or where they will make me stand on the field. I keep fearing misfielding or dropping a catch. No matter how poorly the team has bowled, if a young kid makes a mistake on the field, that kid becomes the reason they lost. They make you run from deep midwicket to deep cover between balls. To score a hundred and compete against these men in just one year tells me I might have something in me as a cricketer.

 

Appa recognizes it and wants me to be tested against the best. He gets me enrolled in as many academies as he can. Some coaches he pays; others he takes favours from, using his connections. Former India wicketkeeper Bharath Reddy now handles operations at Chemplast. As the name suggests, it is a chemical company in Madras. The name doesn’t give away, though, that they field two strong teams in the higher divisions of the Madras leagues: Jolly Rovers and Alwarpet CC. He also runs his own academy, where I train.

 

By thirteen, I am a bit of a big dog at the Bharath Reddy Academy. Appa is tempted to get me to the seniors’ nets, among the Jolly Rovers probables, to test me. One of the quicks knocking at the Jolly Rovers door is L. Balaji, who is unplayable on matting pitches. He bowls rockets that don’t even come straight at you. His outswingers are hard to follow; his inswingers hit batters in the chest and not the pads.

 

The thing with Appa, though, is that he will never undermine a coach by making such a demand. A coach is almost like a senior police officer whose orders must be followed without question. The other thing about Appa is that he will not give up. When this inner conflict of his becomes apparent, Amma comes to the rescue by offering to make that call to Bharath Reddy. However, Bharath Reddy still ends up giving Appa a piece of his mind when he sees us. Facing Balaji at thirteen is a death wish, he says.

 

Appa is slightly bolder at the other academy, Sishya, run by P.K. Dharmalingam, who does cricket shows on TV. He is the man Kapil Dev credits with teaching him how to take catches running back and over his shoulder, the most famous one being that of Viv Richards in the 1983 World Cup final. After two months of persistence, Appa finally convinces Dharmalingam to let me bat against the senior quicks. There is no sight screen; we are on a matting surface with concrete underneath, and this big, fast bowler runs in. The first ball I face hits me in the chest, and I am down. I have to be carried out of the nets.

 

For a few days after the incident, I wake up in the middle of the night to see a hand near my nose and mouth. It’s Appa checking to see if I am still breathing. He feels guilty and is worried about pushing me too far. He scales it back a little but doesn’t give up on repetitions. Repetition to build muscle memory is a big thing with him. A day before I have a match, he sits on a sofa and keeps throwing balls at me. At least 200. ‘Bend that knee when you play the cover-drive.’ He has also tied a ball to a rope that hangs from the ceiling so that I can keep repeating my shots. This way, I don’t need a person to throw balls at me, nor do I need someone to run after the ball.

 

There is one problem, though: the ball keeps hitting the fridge before coming back to me. This fridge was gifted to Thatha by his father-in-law when it was rare for homes to have one. Thatha continues to treasure it. The fridge has become the trigger for the outpouring of all the tension between Thatha and Appa. Thatha doesn’t like Appa investing so much time, money and emotion in my cricket. Especially with my health problems.

 

On this one day, I am getting in a last-minute knock before a league game. As I keep hitting the fridge, tempers flare between Thatha and Appa, who cushions me from it. ‘You have no value for money. You don’t know how expensive this fridge is.’

 

In an attempt to shield the fridge, Appa tries to get in the way of a shot I play, but my bat swing ends at his forehead, splitting it open. Immediately, blood gushes out. The floor turns red. I freeze, drop the bat and stand there not knowing what to do.

***

Get your copy of I Have the Streets by R. Ashwin and Sidharth Monga on Amazon or wherever books are sold.

Mrityunjay: Can Vivaan Unravel The Truth Behind His Grandfather’s Mysterious Death?

Posted on by prathod

The most awaited work of Tantric fiction of 2024 is here! A gripping blend of mythology, suspense, and ancient wisdom, Mrityunjay by Parakh Om Bhatt is about Vivaan’s quest to unravel his grandfather’s mysterious death, discovering a hidden world of tantric secrets and ancient prophecies. Could it be that the severed fifth head of Brahma held the deepest secrets of the Kaliyuga?​

Read this exclusive excerpt to know more.

Mrityunjay
Mrityunjay || Parakh Om Bhatt

***

‘Baba, what is death? Why did Mom and Dad have such a short life?’
Vivaan had asked his grandfather these questions numerous times to, only to get a more mysterious answer each time. Today too, he was thinking about death. His thoughts came to a sudden halt as the car stopped. He had arrived at ‘Vasant iwas. The beautiful childhood he spent with his grandfather, the old man’s moist eyes when Vivaan was leaving for London, the spark in his eyes when he returned with a journalism degree and the shock when he announced that he wanted to settle down in Mumbai— the memories were vivid and fresh in Vivaan’s mind. He stepped out of the car and stared at the house. He had never ever thought he would come to an empty home in Rajkot.

 

The vintage-style house was one of its kind in the city. Vivaan opened the huge front door and the light smell of sandalwood hit him immediately. He remembered his grandfather using sandalwood while performing his daily prayers. The scent of the sandalwood reflected Sudhir’s subtle presence. The living room had white marble flooring, antique furniture and glass showpieces. There was a huge, embellished living room, prayer room and kitchen on thefirst floor of the house. Every morning after finishing his daily routine, Sudhir would sit in the prayer room on his mat in a fixed place and was not to be disturbed for an hour–and–a –half. There was another room through the prayer room, the key to which only Sudhir had. Vivaan still did not know what was in that room. He was curious, but after an incident that had happened in his childhood, he had not probed further.

 

Vivaan was shaking as he entered the living room. It was only last night when Sudhir had taken his last breaths in this very room. Vivaan imagined his grandfather stepping out of the prayer room, giving him a warm smile and offering him some prasaad. Vivaan reckoned that he had lost the pillar of his life.

 

His entire existence had crumbled in the last twelve hours. Though he had put on a brave face all this while, he was broken from within. He did not know how he would go on with his life without any family. He forced his eyes shut and crumpled to the floor. Fifteen minutes passed in absolute numbness. The sudden and loud ringing of his phone forced him to open his eyes and come back to reality.

 

‘Hello . . .’ Vivaan’s voice was almost like a whisper.

‘Good evening, son. Have you reached home?’ Alok Chaudhary said, his tone firm but loving.

‘Yes, uncle . . .’

‘Freshen up and come to the morgue. I want to talk to you.’ There was an urgency in Alok’s tone.

 

Alok Chaudhary, commissioner of the Rajkot Police, was a close friend of Sudhir Arya’s. Though they were years apart, they got along well. At fifty-seven, Alok was a year away from retirement. He had achieved the position of commissioner after several years of hard work and was well respected by his department for his excellent observation skills. Many believed that Alok should be in the Central Bureau of Investigation (CBI) and use his reasoning and intellect for national security. But Alok had decided that after the wedding of his daughter, Riya, he wanted a peaceful life. He was no longer the same person he had been at the start of his professional journey, mainly due to the emotional turmoil he had gone through in his life. Alok had a profound reverence for Sudhir. Every evening after work, he would visit Vasant Niwas. He had a thirst to learn about history and mythology. And Sudhir Arya was a treasure trove of knowledge! Though he was
fifty-seven, Alok would listen prudently to everything Sudhir said. Their discussions would range from ancient history to the multinational companies that Vivaan ran. He had always addressed Sudhir as ‘Dada.’ When he heard the news of Dada’s death that morning, he could not believe it.

 

Alok had not been able to meet Dada for two days—he had been out in Gondal on business. After watching the news, he immediately asked his team to seal Vasant Niwas with strict orders that nothing was to be touched. Forensic experts were called in and even the tiniest things in the house were analysed. In the end, Sudhir Arya’s body was moved to the morgue. The death certificate was awaited. Alok had called Vivaan to take custody of the body and wrap up the formalities.

 

It was evening by the time Vivaan reached the morgue. Though the Diwali lights shone on Rajkot, Vivaan felt a void and darkness within him. The appearance of the morgue and the copper sign on the gate looked inauspicious. He forced himself to walk towards the room at the end of the lobby. Before entering it, he caught a glimpse of what was going on inside.

 

Alok seemed to be in an intense discussion with three constables and the doctor. They were all standing in a circle and vehemently arguing about something. However, Vivaan was not looking at them. His eyes were seeking his grandfather.

 

The stretcher lying in one corner of the room caught his eye. Unexpectedly, he sighed. He had to hold on to the handle of the door to prevent himself from falling. Hearing the low thud, everyone present in the room looked at the door.

 

‘Baba . . .’ Vivaan was on the verge of collapse as Alok ran towards him and caught him just in time. Vivaan’s eyes were still on the body of his grandfather, lying half-covered with the white sheet.

***

Get your copy of Mrityunjay by Parakh Om Bhatt wherever books are sold.

How Data Can Transform Your Business Overnight!

Posted on by prathod

Today’s data-driven world is changing in the blink of an eye. Boundaries blur, expectations evolve, and innovation knows no limits. In Mastering the Data Paradox by Nitin Seth, understand the convergence of data and AI, and explore how organizations leverage these forces to redefine industries and exceed customer expectations.

 

Mastering the Data Paradox
Mastering the Data Paradox || Nitin Seth

***

Blurring of boundaries and expectations. 

As a result of continuously evolving customer expectations as well as the business and competitor landscape, organizations are now becoming more fluid, and are moving towards becoming a one-stop solution to customer requirements. Using data and technologies, they can stretch beyond their own area of expertise to integrate multiple solutions under one hood. Today a mobile service provider is not just providing connectivity solutions, but are also providing payments, shopping, gaming, entertainment and many other solutions as well.

 

The Amazonification of services and Netflixization of experiences has not only affected their own respective industries but has transformed cross-industry expectations. Today, personalized experiences have gone beyond the purview of the retail industry. Equipped with access to data, B2B customers are also expecting a similar kind of personalization from chemical manufacturers. For example, the ‘Lab Assistant’ at BASF, is a web-based application that provides full access to data on complete product data and exclusive formulations that enable customers to find the right raw material and formulation ideas to create customized product formulations. Similarly, omnichannel experiences are not just expected from entertainment providers today but also from insurance providers. Now insurance is available to be bought online, over phone or in-store. Customers not only expect the convenience of buying online, but also similar levels of efficiency and convenience as top tier e-commerce sites. And since insurance purchases are highly personal and have many considerations, customers prefer multiple touchpoints before finalizing a purchase.

 

In addition to that, we have increasingly come to expect one-stop shop solutions stemming from Amazon-like business models that we have got used to. So, we expect even our financial services provider to provide us with an array of services under one roof. Today, in a world where customers have a wide range of options to choose from, they are ready to pay a premium for ease of use or access. They would prefer interacting with a single service provider who can cater to
different customer requirements, like savings, investment, insurance, bill payments, loans or even shopping, and deliver desired customer experience. We have come to expect our financial partner to provide connected seamless services across all these offerings, available at our disposal through a single app or website, accessible through least number of clicks, with minimal documentation and shortest lead time. Today, a car loan or a home loan, is available pre-approved by
your financial service provider, can be availed via the bank website or mobile app with just a few clicks and the money is transferred within a few hours or a day or two.

 

That is the amazing feat that data has enabled individuals and organizations to achieve. And like I said, this is just the beginning. It’s just the tip of the iceberg. Can you imagine what we can accomplish if we are able to go deeper and unleash the full potential of data?

 

Key takeaways
• Data fuels digital technologies, enabling unprecedented applications. Digital technologies, in return, spawn more data, adding to the data explosion, further enabling widespread AI use. And AI is enhancing digital experiences and data itself. This recursive relation between digital, data and AI is one of the most powerful transformative forces in the world today.

 

• The omnipresence of data has catalysed a comprehensive transformation across every aspect of our life, so much so that we now find ourselves unable to envision life without digital technologies fuelled by data.

 

• The evolving lifestyles are opening massive opportunities for businesses across all industries. Abundance of customer data has enabled firms to deliver Amazon-like services and Netflix-like experiences. Organizations are now able to extract untapped value and innovate like never before.

 

• The interplay between individuals and industries is redefining industry landscapes, blurring industry boundaries and transforming cross-industry expectations.

 

***

Get your copy of Mastering the Data Paradox by Nitin Seth wherever books are sold

Here’s How Tweeting Right Can Make You a Marketing Legend

Posted on by prathod

Get ready to unearth the gold in your language arsenal with Mine Your Language by Abhishek Borah, where the power of words can make your brand go viral. This book uncovers how the words we choose can either make or break a company’s success. With insights into the marketing tactics, and social media strategies of top brands like Toyota and Tesla, as well as tips on understanding customer reviews, this book is your go-to guide for using language to connect with consumers and drive business growth.

Read this exciting story of how Oreo became an overnight Twitter sensation during the Super Bowl.

Mine Your Language
Mine Your Language || Abhishek Borah

***

For a while now, digital communications have emerged as one of the most important means for brands to engage with customers. Brands increasingly use social media marketing, brand communities and buzz agents to build brands. Anecdotal evidence suggests, however, that a growing number of consumers have become disenchanted and have grown suspicious—if not tired—of digital communications and online advertisements. Many firms utilize personal data collected from their online users to target and personalize ads. This has led many consumers to find such ads intrusive, annoying, creepy and tiresome.

 

To help overcome this consumer annoyance, fear and fatigue, I, along with a set of friends who are also my co-conspirators in several research papers, explored the potential of ‘improvised marketing interventions’ (IMI) on social media. By ‘IMI’, we meant an impromptu, humorous, timely and unanticipated social media message from a brand that capitalized on an external event not connected to it—such as the Luis Suárez incident. We examined thousands of messages on X to see if tweets with the characteristics of an IMI could excite audiences and generate virality for the brand. ‘Virality’ means the number of retweets or shares received by the IMI on X.

 

We focused on X as it allowed us to capture a rich dimension of virality via retweets. Retweeting in X is a social phenomenon where users take a message someone else has posted and rebroadcast the same message to their followers. Unlike Meta (or Facebook), X is a one-way directed social network. On X, a user A ‘following’ user B does not imply that B ‘follows’ A. This unidirectional network structure suggests that a retweet is more credible, diffuses beyond the original user’s network, and is probably read more than a typical tweet because it is pre-screened and shared by a user who is followed. Though there are other forms of engagement on social media, such as likes and comments, which proxy for various engagement measures, we focused on virality. Our main goal was to enable managers to improve the effectiveness of sharing a brand’s digital communication on social media.

 

One brand that took advantage of the Super Bowl blackout was Oreo. When the entire Mercedes-Benz Superdome lost power for over thirty minutes, American football fans across the US took to social media to pass the time. Unexpectedly, Oreo, a popular cookie brand, filled the void within moments of the power outage, Oreo tweeted, ‘Power out? No problem’, along with a starkly lit image of a solitary Oreo cookie. The caption read, ‘You can still dunk in the dark.’ This now-famous tweet received 15,000 retweets in the eight hours after they posted it, creating significant publicity for Oreo at minimal expense. By contrast, a Super Bowl ad slot costs an average of $4.5 million. And this is an average. There are ads that cost much more. Amazon’s ninety-second commercial, Before Alexa, aired during Super Bowl LIV, is the most expensive Super Bowl commercial, along with Google’s commercial Loretta, which aired during the same Super
Bowl. Both cost a whopping $16.8 million. Oreo’s tweet cost the company almost nothing compared to the two above.

 

So, how did Oreo win the Marketing Super Bowl? One important phenomenon that Oreo used to its advantage is the modern consumer’s propensity to use multiple devices, known as ‘multiplexing’. Sports fans now, often, use not only the TV but also their smartphones and tablets to keep abreast of what is happening. Gone are the days when the only source of entertainment was the television. Oreo’s fifteen-person social media team realized they could catch the attention of these multiplexing fans when the Blackout happened. Their social media team, consisting of copywriters, artists and a strategist, was ready to react online to whatever happened in the Super Bowl within ten minutes—whether it was an amazing touchdown or, in this case, the lights going out. The team reacted quickly, and boy, did it pay dividends!

 

‘The new world order of communications today incorporates the whole of the way people are interacting with brands right now,’ said Sarah Hofstetter, former CEO of digital marketing agency 360i, which handled game-day tweeting for Oreo, in an interview with Wired. ‘Once the blackout happened, no one  was distracted—there was nothing going on. The combination of speed and cultural relevance propelled it to the forefront.

 

Similarly, Snickers, the chocolate bar brand, used the Suárez ‘Bitegate’ incident to showcase its cheeky brand of humour. The Snickers social media team was one of the first to call Suárez out on X, posting an image of a half-eaten Snickers bar with the slogan: ‘More satisfying than Italian’. The post generated about 17,700 likes and 1500 comments. Snickers was rewarded with 43,000 retweets in the next twenty-four hours and 38.7 million earned media impressions in two days with no paid media behind it. Again, no high television advertising costs, just like the Oreo tweet.

 

***

Get your copy of Mine Your Language by Abhishek Borah wherever books are sold.

Amazon Vs Walmart: Who’s Winning the Battle for Your Buck?

Posted on by prathod

Curious about the evolving retail landscape and the roles played by industry giants like Amazon and Walmart? In Nirmalya Kumar‘s Clash, find out how these titans impact the lives of everyday consumers, giving a new meaning to digital convenience and challenging the traditional shopping experience. ​

Read this excerpt as the world’s two largest companies, redefine retail and business best practices, and fight the ultimate battle for your buck!

CLASH
CLASH: Amazon vs Walmart || Nirmalya Kumar

***

In the charming suburban town of Harmonyville lived a woman named Elimijn, a dedicated and caring housewife. Her days were filled with taking care of her family, managing the household and pursuing her creative hobbies. Two giants, Amazon and Walmart, played unexpected and integral roles in her life’s journey.

 

Elimijn was an avid reader and an aspiring artist. She loved exploring different genres of books and finding new sources of inspiration for her art. Amazon became her digital haven, offering an extensive collection of books, art supplies and crafting tools. With a few clicks, Elimijn could order the latest bestseller, a set of watercolour paints or even a specialized easel, all delivered right to her doorstep.

 

But Elimijn’s affection for retail didn’t end online. Walmart, with its sprawling store just a short drive away, provided a unique sensory experience. Elimijn enjoyed the tactile pleasure of wandering through its aisles, exploring a vast variety of products. She would often visit with a list in hand, making her way through the neatly organized shelves, hand-picking fresh groceries, household essentials and even some affordable fashion finds.

 

What set Amazon and Walmart apart in Elimijn’s heart was their balance in her life. Amazon’s convenience saved her time and effort, allowing her to spend more precious moments with her family and immerse herself in her hobbies. On the other hand, Walmart’s physical presence gave her a chance to step out, breathe in the air and indulge in a bit of old-fashioned retail therapy.

 

During holidays, Amazon’s quick shipping helped Elimijn avoid the holiday rush. She could order thoughtful gifts for her loved ones, wrapping them up with care and sharing the joy of giving. But the annual tradition of visiting Walmart to select the perfect Christmas tree with her family remained unchanged. The smell of pine needles, the twinkling lights and the festive atmosphere created cherished memories that couldn’t be replicated online.

 

Elimijn’s relationship with these retail giants wasn’t just about transactions. It was about the roles they played in her life’s narrative. Amazon’s efficiency became a trusted ally in her daily routine, while Walmart’s physical presence provided a sense of connection to her community. In a surprising twist, Elimijn’s creative endeavours gained recognition online. Her artwork found a following on social media, and soon enough, she was approached by both Amazon and Walmart to collaborate on exclusive lines of products. Amazon showcased her art supplies and books, while Walmart featured her artwork on select merchandise. Elimijn found herself at the crossroads of the very stores she had come to love. Her story was a reminder that these giants weren’t just about commerce—they were about opportunities, experiences and connections. Through Elimijn’s journey, Amazon and Walmart became not just retailers, but integral parts of her life, shaping her routines, her passions and even her dreams.

 

The battle between Amazon and Walmart, or more generally between online retail and physical stores, is often presented as a zero-sum game. It is believed that as online retailing becomes more popular, consumers will increasingly abandon brick-and mortar stores. Clearly, there is some evidence supporting  this as many traditional retail chains have gone bankrupt while online retailers like Amazon and Alibaba continue to deliver dramatic growth numbers. This difference in growth is also reflected, as noted earlier, in the hefty valuation that the markets place on disruptive e-commerce players relative to incumbent physical retailers.

 

In this chapter, we will build a more nuanced picture of this competition. Specifically, we will investigate if there are certain types of customers, particular buying situations and some product categories where the relative attractiveness of physical stores like Walmart is superior to online stores like Amazon  and vice versa. In exploring this, we will restrict our focus to the US, as it is the country where online retailing began and is most evolved, while also being the largest source of revenue for both Amazon and Walmart. Furthermore, we will use my Marketing as Strategy book’s 3Vs framework of valued customer (who to serve?), value proposition (what to offer?) and value network (how to deliver?) to investigate the differences between these two retail giants. The valued customer and value proposition aspects are discussed in this chapter, while the value network will be the focus of the next two chapters.

 

Who is the target segment for each retailer? Market segments, as we are taught, should be mutually exclusive and collectively exhaustive. Therefore, instinctively, marketers seek to answer this question by demonstrating that the types of people, based on demographic variables such as age, sex, education, income and geographical location, who prefer Amazon are different from those who patronize Walmart for their shopping needs.

 

However, customers in the real world, as the data will show, do not fall neatly into well-defined boxes. When asked, people often respond that relative to Walmart, Amazon shoppers are younger, more urban and educated, with higher income levels. They also see Amazon shoppers as more technologically savvy, forgetting that ordering on the mobile phone app is not a novelty or challenging any more. While the data does feed this stereotype to some extent, the differences in these demographic variables between Amazon and Walmart shoppers are not that dramatic, and furthermore, are decreasing over time.

 

Research indicates that the average (mean level) income of Amazon shoppers at $84,449 is only 11 per cent higher than for those who shop at Walmart ($76,313).2 Digging deeper, the typical (modal level) Walmart shopper is a married white woman with an undergraduate degree, between fifty-five and sixty-four years old, living in the suburbs of south-eastern USA, earning about $80,000 annually.3 However, this segment also frequents Amazon because Amazon’s typical shopper is a college-educated married woman, living in the south-east, earning more than $80,000 a year, but split across two age brackets: thirty-five to forty-four and fifty-five to sixty-four. Thus, a segmentation based on demographic variables does not give an accurate picture, as consumers do not shop exclusively at either Amazon or Walmart, which I am sure also reflects the behaviour of any American reader of this book.

 

***

Get your copy of CLASH: Amazon vs Walmart by Nirmalya Kumar wherever books are sold.

error: Content is protected !!