eChapters

Introduction

Traditionally, Indian economy was characterised as an agrarian economy for the reasons that majority of the population were dependant on agriculture and allied activities and more than fifty per cent of the Gross Domestic Product (GDP) was derived from agricultural sector. However, paradoxically, despite a drastic decline in the share of agricultural sector to GDP wherein it declined from 56.5 per cent in 1950-51 to 15.11 per cent in 2016-17 (Statisticstimes.com) Indian economy is still characterised as an agrarian economy. But, it would not be inappropriate to state that Indian agricultural sector is at crossroads, or it would be rather safe to comment that for any further advancement of the agricultural sector, value addition is imperative. During the post independence period, the sector had witnessed commendable progress attributing to a shift from an undesirable situation of ‘ship to mouth’ to ‘farm to mouth’. It is obvious that as a result of various programmes, projects and schemes tailored for development of agricultural sector, India had attained self sufficiency in food crops and other agricultural/horticultural products. However, the darker side is that the Indian peasants are still deprived of a remunerative price for their products as well as a respected status in the society which in turn is arresting further advancement and progress of the sector. Thus, it could be concluded that future of agricultural sector in India vests on the adoption of appropriate marketing strategies, supply chain management and value addition initiatives for the prosperity of our farming community in specific and agricultural sector in general. It is in this backdrop, the NITI Aayog has proposed various reforms in India’s agriculture sector, including liberal contract farming, direct purchase from farmers by private players, direct sale by farmers to consumers, and single trader license, among other measures, in order to double rural income in the next five years. Ministry of Agriculture, Government of India, has been conducting various consultations and seeking suggestions from numerous stakeholders in agriculture sector, in order to devise a strategy to double the income of farmers by 2022.

Introduction

Jackfruit (Artocarpus heterophyllus) is the largest edible fruit in the world. It is a seasonal fruit found in almost all the humid tropical regions of the world. It is very popular all over India and is believed to be of Indian origin. Flesh of jackfruit is starchy and fibrous and is a source of dietary fiber. Varieties are distinguished according to characteristics of the fruit’s flesh. In Kerala, two varieties of jackfruit predominate: varikka and koozha. Varikka has a slightly hard inner flesh when ripe, while the inner flesh of ripe koozha fruit is very soft and almost dissolving. Strong aroma of the fruit accounts popularity of its processed products. Each year, approximately 30-50% of the total harvested fruit is spoiled because of lack of post-harvest processing in India

Jackfruit has more protein, calcium, thiamine, riboflavin and carotene than banana. Edible bulbs of ripe jackfruit are consumed for their fine taste and pleasant aroma. The fibre content helps to protect the colon mucous membrane by decreasing exposure time as well as binding to cancer-causing chemicals in the colon. Fresh fruit has small amounts of carotenoid and flavonoid pigments such as ß carotene, xanthin, lutein and cryptoxanthin-ß. Together, these compounds play vital roles in antioxidant and vision functions.

Introduction

World’s population is continuously on the rise, triggering the demand for food. The Food and Agriculture Organization of the United Nations (FAO, 2011) observed that 70% increase in food production will be needed to sustain the globe’s population by 2050. Though, increase in agricultural production and productivity is said to be the panacea to solve food security issues, the greatest challenge that need to be addressed is the inefficiencies in the supply chain; instigated by insufficient storage capacities and perishability of food products. Food preservation and processing is highlighted in this context, as it serves to conserve/improve the quality and reduce food loss due to wastage as well as add nutritional security.

Introduction

It is common that after a rocket start, entrepreneur’s lack the motivation to scale up business and eventually fails to succeed in the market. There are many factors that may lead to such failures or even success stories, the most important being the entrepreneurial skills and traits that enable business to sustain in the competitive world.

What makes an entrepreneur competent in running a business? According to Fisher and Koch (2008), ‘Entrepreneurs are born; the advantage that they derive by birth being the natural advantage. However, we have changed our mindset now-a-days, that it is possible to nurture (make) an entrepreneur; the connotation points out that, right kind of education and training can inspire people with capacities to become motivated to be an entrepreneur.

In this chapter, our focus will be on identifying the entrepreneurial capacities in oneself, after reviewing the essential characteristics and traits that an entrepreneur should possess. Also we try to put forward a framework for entrepreneurship, fitting into the canvas of a food based entrepreneur.

Introduction

Compared to the previous decades, the scope and power of intellectual property rights (IPRs) in agriculture and biotechnology has grown substantially and their international reach has expanded. The IP regime has set up the stage for healthy competition among research centres and industries for developing and seeking novel technologies. However, compared to developed countries, once the technology is created, not much attention is paid in the developing nations on their commercial, policy, environmental, ethical and societal implications. Hence, better techniques are needed for their management, to create policy and educate professionals to commercialize and govern them. Due to the critical role of technology in a competitive environment, strategic technology management is important for farmers and agri-enterprises too. The translation of nascent technologies into new products/ services and their commercialization requires some amount of hand-holding, mentoring and incubation support.

Introduction

The food processing industry is a sunrise sector and contributes around 14% of Gross Domestic Product, 13% of India’s exports and 6% of total industrial investment. The Indian food retail market is expected to reach Rs 61 lakh crore by 2020 and the food processing industry accounts for 32% of the country’s total food market. This is considered as one of the largest industries in India and is ranked fifth in terms of production, consumption, export and expected growth.

The drift towards urbanisation and busier way of life, pave path to tremendous bounce in the food market. Nowadays consumer’s approach to being fit is not about going to gym, but also consulting dietitians and adopting an adjusted eating routine. Consumer’s behaviour concerning food consumption has undergone significant changes as a result of the increased awareness about different value added food products, brands, and cuisines, and also their greater willingness to experiment and ability to pay. It leads to the concept of food security in to nutritional security. Companies are offering a wider range of products to the consumers as a result of their investments into product innovation, research and development. At present, various value added products with versatile colour, shape, ingredients etc are available in worldwide market. Among this, some food items like processed fruits and vegetables and dairy products have witnessed a momentous growth in export also. Recent surveys indicated that for companies manufacturing processed foods and beverages, rise in the obesity rate is a great challenge. Hence, efforts were made to develop commercially viable, new process protocols to design healthy products from underutilised food commodities.

Introduction

Rice (Oryza sativa L.) is a staple food of over half the world’s people and is grown on approximately 146 million hectares, more than 10 per cent of total available land. Ninety seven per cent of the world’s rice is grown by less developed countries, mostly in Asia. Post harvest losses are considered to be contributed by storage alone, and not much attention was paid to losses occurring during harvesting, transport, threshing, drying, milling and pre-milling treatments. Quantitative loss of food grains was the main concern of the producers and the consumers. Qualitative losses at various stages were not fully recognized, but systematic studies by different organizations revealed that these losses are enormous and should be prevented. These losses cumulatively could be as high as 40 per cent and are normally accompanied by loss of quality also. Quality loss of products can take place at all stages but more particularly during drying or curing of harvested crops, storage, and milling and pre-milling treatments. Post-harvest attention is essential if the grains of higher production are to be fully exploited. Also the quality loss occurring in food grains can be extremely serious if the farming community is not aware of them.

Introduction

Rice is the major staple food for more than 70 percent of the Indian population. India cultivates more than 4,000 varieties and hybrids of rice to cater to varied consumer preferences. A portion of the total cultivated rice is also used for processed products like snacks, savouries and bakery items. India was the largest exporter of rice in 2015-16 followed by Thailand, Vietnam and Pakistan. Rice production forecast is higher at 105 MMT in 2016/17 compared to 2015/16 production of 103 MMT (India Grain and Feed Annual, 2016). Rice milling is the oldest and the leading agro processing industry of the country. Paddy grain is milled either in raw condition or after parboiling, mostly by single hullers of which over 82,000 are registered in the country. Further, over the years, there has been a steady growth of improved rice mills in the country. Most of these have capacities ranging from 2 tons /hr to 10 tons/ hour. At present, it has a turnover of more than 25,500 crore per annum. It processes about 85 million tons of paddy per year and provides staple food grain and other valuable products required by over 60% of the population. Though, rice milling is a wide spread business undertaken in India, commercializing value added products is now gaining customer attraction paving way to merge milling and value addition under a single roof. The desirability of the working population to get foods, particularly rice based products in RTE and RTC forms has thrown a positive approach to new and emerging entrepreneurs to take up a venture in commencing rice based food processing industry.

Introduction

21^st century challenges like climate change, water scarcity, increasing world population, rising food prices, and other socio-economic impacts are expected to generate a great threat to agriculture and food security worldwide, especially for the poorest people who live in arid and sub-arid regions. Millet is one of the oldest foods known to humans and possibly the first cereal grain to be used for domestic purposes. Millet has been used in Africa and India as a staple food for thousands of years. Typical grain texture and hard seed coat of millets increase their keeping quality but make them difficult to process as well as to cook in convenient form. Absence of appropriate primary processing technologies to prepare ready-to-use or ready-to-cook (RTC) products and also the secondary as well as tertiary processing technologies to prepare ready-to-eat value added products from millets are the major limiting factors for their diversified food uses.

Millets have relatively poor digestibility and low bio-availability of minerals due to the presence of inherent anti-nutritional factors. The difficulties in millet grain processing present a challenge but nutritional as well as health benefits and consumer demand for health foods provide opportunities in processing, develop suitable technology for newer products and process mechanization. This change in technology and consumer food preference would help in increasing the area under millets, maintaining ecological balance, ensuring food security, prevent malnutrition and increase the scope for utilization of millet grains on industrial scale.

Introduction

Pulses are major and cheap sources of protein in Indian vegetarian diet, providing most of the essential amino acids. Pulses are mainly consumed in the form of dehusked split pulses (Dal); and have 15-24% proteins. Various types of pulses grown are pigeon pea, chickpea, black gram, green gram, lentil, etc. Pulses are consumed because of body building properties due to the presence of various amino acids. By-products of pulses like leaves, pod coats and bran are fed to animals in the form of dry fodder. Some pulse crops like gram, lobia, urd bean & moong bean are fed to animals as green fodder.

Introduction

Soybean (Glycine max) is also known as the wonder bean or miracle bean or “golden grain” due to its diversified applicability. Soybean has an important place in world’s oilseed cultivation scenario, due to its high productivity, profitability and vital contribution towards maintaining soil fertility. The crop also has a prominent place as the world’s most important seed legume, which contributes 25% to the global vegetable oil production, about two thirds of the world’s protein concentrate for livestock feeding and is a valuable ingredient in formulated feeds for poultry and fish. The major soybean producing nations are United States, Brazil and Argentina. These three countries dominate in global production, accounting for 80% of the world’s soybean supply. Global production of soybean has grown at a CAGR of 2.78% from 215.69 million metric tons in 2004-05 to 283.79 million metric tons in 2013-14.

India stands 5^th in global production of soybean. In India, soybean cultivation started in early 1970s, but it has emerged as number one among oilseed crops covering around 11 m ha area with total production of around 11.5 m tons. At present, the average productivity of soybean is about 1.3 tons/ha and it can be easily doubled in near future. Production of soybean in India is dominated by Maharashtra and Madhya Pradesh which contribute 89% of the total production. Rajasthan, Andhra Pradesh, Karnataka, Chhattisgarh and Gujarat contribute the remaining 11% production.

About 85% of world’s soybeans are processed annually into soybean meal and oil. Approximately 98% of soybean meal is crushed and further processed into animal feed with the balance used to make soy flour and proteins. Of the oil fraction, 95% is consumed as edible oil; the rest is used for industrial products such as fatty acids, soaps and biodiesel.

Introduction

Groundnut (Arachis hypogaea L.) commonly called as Poor man’s cashew, is the 6^th most important oil seed crop in the world. It contains 48-50% oil, 26-28% protein and 11-27% carbohydrates. Groundnut is grown on 26.4 million hectare worldwide, with a total production of 37.1 million metric tons and an average productivity of 1.4 metric tons/ha. Developing countries constitute 97% of the global area and 94% of the global production of this crop (FAO, 2011). The production of groundnut is concentrated in Asia and Africa, where the crop is grown mostly by smallholder farmers under rain-fed conditions with limited inputs. Groundnuts (peanuts) are popularly used as seed oil in India. Since, they are obtained from the ground, they are called as groundnuts and also known as ‘Mungfali’ in Hindi, ‘Palleelu or Veru sanaga’ in Telugu, ‘Kadalai’ in Tamil, ‘Nilakkadala’ in Malayalam, ‘Kadale kaayi’ in Kannada, ‘Singdana’ in Gujarati and ‘Shengdaane’ in Marathi. Groundnuts are easily available round the year and almost everywhere in India. Groundnuts are also taken as snacks in many households especially in India. In reality, groundnuts are actually legumes. Since, they have all the properties of nuts like almonds, cashew nuts, etc., these are also included in the family of nuts.

Groundnut is the major oil seed of India. It accounts for 25% of total oil produced in India. Annual production of groundnut is around 9690 thousand tones. As the crop is grown in rainfed conditions, production and productivity are highly vulnerable to rainfall and exhibit huge fluctuation between the years. In India, groundnuts are produced both during Kharif (75%) and Rabi seasons (25%). Major production catchments of groundnut are located in Gujarat holding a share of 50.77% of total groundnut production, Andhra Pradesh holding a second place (12.69%) followed by Tamil Nadu (9.91%). Following are the top groundnut producing states of India (Table 1).

Introduction

India is the largest consumer and second largest producer of sugar in the world next to Brazil. Among the sugar yielding crops like sugarcane, sugar beet, palms and sorghum, sugarcane is the second most important agro-industrial crop of the country. It is the only raw material for nearly 538 sugar mills (2014-15), producing about 28 million mt of sugar annually from a sugarcane production of 366 million tons in an area of 5.307 mh. Apart from this, it is the predominant source of potable alcohol, industrial alcohol and fuel-ethanol. In India, 35 million farmers are engaged in sugarcane cultivation and another 50 million depend on employment generated by these 538 sugar factories and other related industries using sugar. Sugarcane occupies a very prominent position in the agricultural crops of India covering large areas in UP, Punjab, Haryana and Bihar (sub tropical) and Maharashtra, Karnataka, Gujarat and Tamil Nadu (tropical). On an average, white sugar production accounts for 74% of total cane produced, 14-15% is utilized for jaggery and khandsari production and the rest is utilized for other purposes including seed.

Jaggery and khandsari, the traditional Indian sweeteners are the natural mixture of sugar and molasses. If pure clarified sugarcane juice is boiled, what is left as solid is jaggery, which contains 65-85% sucrose. Khandsari sugar is a finely granulated and crystallized which contains 94 to 98% sucrose. In the early 1930’s, nearly 2/3rd of sugarcane production was utilized to manufacture these two alternate sweeteners. With the introduction of sugar mills and their multiple growth and better standard of living and higher per capita income, the demand for sweetener has shifted to white sugar which contains purely sucrose (99.7%).

Introduction

Consumption of milk is deeply rooted in our traditions, and it is an inevitable part of the Indian diet and even has ritualistic and medicinal uses. Milk is the first and one among the most nutritious foods that every mammal consumes on earth. It supplies all the nutrients needed to ensure proper growth and development in the postnatal period. Dairy foods in general are commonly considered balanced and nutritive, being frequently included as important components of a healthy diet (Pereira, 2014). Four components of milk are dominant in quantitative terms: water, fat, protein and lactose; while the minor components are minerals, enzymes, vitamins, and dissolved gases (Guetouache et al., 2014). On an average, bovine milk is composed of 87% water, 4 to 5% lactose, 3% protein, 3 to 4% fat, 0.8% minerals, and 0.1% vitamins. Milk and milk products contribute not only nourishment to the consumers, but also livelihood opportunities to farmers, processors, shopkeepers and other stakeholders in the dairy value chain.

Introduction

Fish is a source of valuable animal protein and is considered a health food. This has resulted in increased consumer demand. Fish is now more expensive than meat and other animal foods. Being a highly perishable commodity, fish require immediate processing and various options are available for the value addition of fish. Fish processing, particularly seafood processing and marketing have become highly complex and competitive and exporters are trying to process more value added products to increase their profitability. Value can be added to fish and fishery products according to the requirements of different markets. These products range from live fish and shellfish to ready to serve convenience products. In general, value added food products are raw or pre-processed commodities whose value has been increased through the addition of ingredients or processes that make them more attractive to the buyer and/or more readily usable by the consumer.

Introduction

Meat is a highly nutritious animal product relished by majority of the population in India. India produced around 6.2 million MT of meat in 2013 (FAOSTAT, 2013), standing at fifth position in world meat production and accounts for only 3 per cent of total meat production in the world (APEDA, 2017). Contribution of livestock sector to national economy in terms of gross domestic product (GDP) was 4.1 per cent in 2012-13 (Islam et al., 2016). The percentage of meat subjected to processing in India is only 1-2 per cent compared to 70 per cent in developed countries (Sen et al., 2013). Relatively higher proportion of poultry (7-8%) is converted into further processed poultry products. Major proportion of the meat produced in the country is derived from old and unproductive animals. Availability of spent birds is also on the rise due to the rapid growth in poultry industry. Meat from such animals and poultry has less desirable palatability attributes, especially tenderness, which makes it more suitable for processing into value added products. This will provide consumers with more acceptable, convenient, healthy and versatile products while simultaneously increasing the economic returns to the processor. The profitability of meat industry is critically dependent in deriving extra value from lower-value meat cuts. To achieve this, value must be added in the eyes of the consumer across the wide chain of value added products.

Introduction

Successful marketing is important to every business. Marketing is a critical tool for establishing awareness, attracting new customers and building lasting relationships. It is the process of planning and executing conception, pricing, promotion and distribution of your ideas, goods or services to satisfy the needs of individual consumers or organisations. It is as important to put adequate efforts on marketing your product or service, no matter whatever time you have dedicated to development of part of it.

We live in an electronic era, where the globe has shriveled into our fingertips. Customers are having lot of options to choose from. Information of what you need is reaching you within a click, that your decisions are often being guided by such information. Marketing uses communication and advertising tactics to persuade customers that your brand, including your products and services are exactly what they need. Marketing is thus crucial to your business which can have a bearing on the success rate and requires research, planning and appropriate budget allocations.

One of the important concepts in marketing is that of marketing mix. The elements of this mix are: product, pricing, physical distribution and promotion. Marketing management is that which optimizes the elements in the marketing mix, so that organisation is able to achieve its objectives while gaining customer utility. This chapter throws light on various aspects of marketing mix that an entrepreneur needs to focus upon to ensure success.

Once you have embarked upon the idea of doing (any) business, your concentration should be focused on doing things that should be relevant to maximizing returns and minimizing risks. Looking upon why businesses fail, one can find that it is usually because entrepreneurs are ill equipped to identify real business opportunities and take advantage of them, or they don’t anticipate and adapt critical changes or they fail to recognize or minimize real threats to business. Successful entrepreneurs are found to intensively pursue the path of planning by preparing business plans, for having foresight of critical incidents that would affect business and possible ways of action.

Executive summary

The enclosed project report envisages the setting up of a modern rice mill complex with attached parboiling facilities having an average processing capacity of 16 MT of paddy per day. The initial investment of the project is estimated to be Rs 480.17 lakhs. Sales Realization is assumed as constant for all the 7 years; amounted Rs 1129.2 lakhs. Pay Back Period for the project is estimated as somewhat more than 3 years. Internal Rate of Return for the project is 31%. Net Present Value is Rs.367.92 lakhs which is a positive value. It indicates that present value of cash inflows is greater than present value of cash outflows. Projected working results of the project throws light on its viability.

Neural suitcase determines the size of our world.

We think. We imagine. We generate ideas. We make sense of things. We take decisions. We observe patterns, and then try to understand their significance. Our neural suitcase does all this. It tells us the tales of many minds (1). The tales are beautiful, vulnerable, quiet, chaotic, real, fictional, wise, foolish, friendly, hateful, meaningful, and blind. Our neural suitcase builds castles in the air. It determines the size of our world.

Science has individual, social, and institutional dimensions. Because of the social relevance of science, the dissemination of scientific information is crucial for its progress and contemporaneity. A scientist observes and then tries to make sense of that observation. She/he collects data, develops theories, uses hypothesis to understand and explain a thing, or a phenomenon, and then tries to find patterns emanating from her/his observations. Scientific knowledge keeps on changing.

Science is a blend of logic and imagination; therefore, there is always a possibility of disagreement and mismatch between them. A hypothesis is often untestable. Such untestable hypothesis are often rejected by the scientific community. “Science never pursues the illusory aim of making its answers final, or even probable. Its advance is, rather, towards the infinite yet attainable aim of ever discovering new, deeper, and more general problems, and of subjecting its ever tentative answers to ever renewed and ever more rigorous tests,” writes Karl Popper (1).

A scientist formulates, corrects, or discards the theories. The job of a scientist is to discriminate false idols from the real things. Science has built-in error correcting machinery, writes Carl Sagan (2). The error bars are insistent reminders to the fact that no knowledge is complete or perfect. It is used to exercise self-criticism. Each generation of scientists reduces the error bars a little. When we are self-indulgent and uncritical, when we confuse hopes with facts, we slide into pseudoscience and superstition. Sagan believed in maintaining an essential balance between the two attitudes: openness to new ideas, no matter how counter-intuitive they may be, and the most ruthlessly sceptical scrutiny of all ideas, old and new.

Progress of any nation is driven by human curiosity and ingenuity. Engineering is one profession that has shown humanity the ways to meet its needs. It made the forces of nature work for the good of mankind. The biggest challenge for engineering profession has been its integration with the human needs. Engineering transforms technical conscience into applied realities. On the one hand, engineers are not limited by technology, and on the other, they are worried about the risks to the environment, health, sustenance and safety.

Engineer is a composite; “He is not a scientist, he is not a mathematician, he is not a sociologist or a writer; but he may use the knowledge and techniques of any or all of these disciplines in solving engineering problems.” Engineering in the broadest sense, relates to the “development, acquisition and application of technical, scientific and mathematical knowledge about the understanding, design, development, invention, innovation and use of materials, machines, structures, systems and processes for specific purposes.” Engineer works under various constraints: nature, cost, safety, environment, ergonomics, reliability, manufacturability and maintainability, among others.

This is how Neil Armstrong described himself, “I am, and ever will be, a white- socks, pocket-protector, nerdy engineer — born under the second law of thermodynamics, steeped in the steam tables, in love with free-body diagrams, transformed by Laplace, and propelled by compressible flow.”

There is no better engineering than life.

What is life - is a perennial question. Life is defined in different ways depending upon who is defining it. Biologists define life using a list of characteristics, such as metabolism, evolution, homeostasis, constant transformation, genetic information, etc. Life has been defined as self-maintaining and self-producing systems. Physicist Erwin Schrödinger (1), argued that living organisms escape the destiny of disordered equilibrium because they are able to take up ‘orderliness’ from their environment. Philosophers have defined life from different angles. They say that life can only be understood fully from an ‘insider’ perspective.

Life is not a random collection of extinct molecules. It is a process of dynamic renewal; everything in life is constantly turning over and renewed. Life exists in diverse forms. Each form is specialised to survive and reproduce in its particular niche.

One understands life from one’s own perspective. For some, life is an ‘objects in flux’ that constantly exchanges matter with the environment. It is systematic material exchange into an organized body. Then there is a view that says that all living organisms deserve moral consideration. All living organisms, however, do not have equal moral significance; vertebrates, for various reasons, deserve more moral consideration than would bacteria or plants. Then there are myriad religious ways to define life. The simplest is “God created the world and all living organisms.” No further questions, accept or reject the hypothesis.

The way technology is evolving, and the way it is changing our ways of living, why should we not be optimistic about technology. But then optimism comes tagged with pessimism. We aim for unfathomable optimum optimism. Technology is like water. It finds its open spaces. If it fills the available spaces more than it should, there is flood.

Future engineers and technologists are expected to appreciate, more than before, the human dimensions of technology. They are expected to have a grasp of the global issues. There is a need to understand the nuances of working in a culturally diverse space. According to some experts, good engineering designs should not be deprived of the benefits of a broad spectrum of life experiences, as adequate familiarisation with societal demands is essential for practical technological literacy.

Future engineers need to be better equipped to deal with people of diverse backgrounds, such as from social sciences, management, and communication. Some of the grand challenges that are enlisted, from an engineer’s point of view, are environment protection, hunger, energy and controlling the spread of the diseases. We need developers of responsible technologies and products.

We need managers to manage things, and at the same time we need adequate number of things to manage. There is a need to build faith in the public that engineers and technologists are sensitive to their concerns. One of the biggest responsibilities of the engineers and technologists is to keep themselves updated about professional developments and practices.

Countries, not only want exceptional scientists and engineers, but also people who are temperamentally innovators, and think they fit into their country’s core values. Many would say, prepare young minds and nurture future innovators.

“I think that there is far too much work done in the world,” writes Bertrand Russell in In Praise of Idleness. Rightly so, a workaholic is not necessarily a valued employee. Why we work, asks Barry Schwartz. Why for most of us work is monotonous and meaningless? Why we have twice as many “actively disengaged” workers in the world as there are “engaged” workers?

Do we work only for money? Some think, work is about pay and nothing more. It is true, people work for money, but not always. Many people work for the challenge, meaning, and engagement it brings. “The lesson here is that just how important material incentives are to people will depend on how the human workplace is structured. And if we structure it in keeping with the false idea that people work only for pay, we’ll create workplaces that make this false idea true,” writes Schwartz.

The manuscript was completed in February 2020. The book was supposed to be out in print form in April 2020. In between the pandemic changed the world. Obviously, world changing events can’t be left out of the book, particularly if the book is about the future of science, engineering, technology and humanity. I, therefore, requested the publisher of the book for the inclusion of a chapter COVID crisis and its impact on the future of the world. He readily agreed.

I am sincerely grateful to the publisher for allowing me to include issues relevant for the present book, as an additional chapter at the end of the book. The subject at the moment looks unending and it has so many dimensions. I have tried to cover them as briefly as possible, in the context of the book. In spite of the several difficulties due to this last minute inclusion the publisher has taken pains to include it. I am grateful to him for his gesture.

The pandemic of this proportion is expected to get the views/suggestions from equally large number of people. Everyone is eager to see the end of the pandemic. And everyone has realised that the world will be a much different place. Some people are hopeful that the problems will be resolved, of course using multi-dimensional approaches. Not many are sure of the time frame. There is also pessimism among common people. One of my aunt’s asks me - what kind of research we have been doing all these years that we can’t even face the challenges posed by a mere virus? Has the balloon of the technology busted by a miniscule virus? In this fluid time many questions are being asked, and as many answers are also emerging. It is a big issue. It is as big as that emerged after the Second World War. Some are calling it the ‘birth of a new power’.

1. GEOLOGY

Geology : Earth Science

 Geo = Earth + Logos = Science

 Def : The science which investigates the history of the earth is known as geology.

 Following are the important branches of geology.

1.Coal Geology : it is related with natural gas, coal deposits and their formation.

2.Crystallography : includes the crystal and atomic structure of the mineral. 3. Drilling Technology : it is related with the cores, core logging and coorelation of the lithology.

4.Engineering Geology and Surveying : it is related with engineering aspects of the earth.

9. WEATHERING

The general process of production of rock waste partly by mechanical breaking and partly by chemical decomposition is known as weathering. The resulting products of weathering accumulate in the same place from which they are derived and there is no transport involved in the process.

Agents and types of weathering : The agencies which are involved in the process of weathering are atmosphere, water and organisms. The whole process of weathering may be conveniently divided into two types : mechanical or physical weathering and chemical weathering. Mechanical weathering involves those processes which bring about disintegration of rocks and minerals without any chemical activity. Chemical weathering involves various chemical processes which slowly decompose the rocks and minerals. In nature two processes are intimately associated and only under extreme conditions, they do occur as a separate entities. Mechanical weathering breaks down the rock creating more surface area and facilitates chemical weathering. Chemical weathering weakens the rock and makes it more susceptible to mechanical break down. Thus the two processes are always complementary to each other.

19. PHYSICAL PROPERTIES OF MINERALS

Def : The minerals are naturally occurring solid bodies having definite chemical composition and certain atomic arrangement, and are formed by inorganic processes in the nature.

All the minerals possess certain physical properties which are considered as follows.

1.Characters depending upon light such as colour streak, luster, transparency, translucency, phosphorescence and fluorescence.

2.Characters depending upon certain senses such as taste, odour and feel.

3.Characters depending upon the atomic structure and state of aggregation such as form, hardness, tenacity, fracture, cleavage and surface tension effects.

On the basis of these three characteristics, the minerals are identified and distinguished.

24. IGNEOUS ROCKS

Introduction : Petros = rocks and logos = science

Petrology means the science of rocks. It deals with the mode of occurrence composition, classification and origin of rocks and their relation to geological processes and history of the earth.

Rocks can be studies in two ways : The study of rocks as specimens in the laboratory is called Petrography which places emphasis on the purely descriptive part from textural mineralogical and chemical point of view. Petrogenesis deals with the origin and processes of formation of rocks. Petrology is a broader term which includes both petrography and petrogenesis.

Igneous rocks are formed by cooling and solidification of magma, either underneath the earth’s surface or above the earth’s surface.

27. STRIKE AND DIP

Outcrop : A part of the rock formation which crops out or exposed on the surface of the earth is called an outcrop.

The total area over which a particular rock unit occurs at the surface whether visibly exposed or not. The term outcrop is especially used for delination of such an area on a geological map.

Attitude : To study these outcrops their attitude help in better understanding the position of the bed on the ground surface or in field is attitude of a bed can be described with the help of two basic structural elements i.e. strike and dip.

33. GEOTECTONICS

Introduction

Geotectonics is the branch of geology which deals with the structure and movements of the earth’s crust. It includes the study of large-scale features like mountain chains, mid-oceanic ridge and oceanic trenches. Investigation regarding the form, pattern and genesis of these, and other tectonic units have enabled geo-scientists to ascertain the important characteristics of earth’s crust and reconstructs its evolution and geological history.

33. GEOTECTONICS

Introduction

Geotectonics is the branch of geology which deals with the structure and movements of the earth’s crust. It includes the study of large-scale features like mountain chains, mid-oceanic ridge and oceanic trenches. Investigation regarding the form, pattern and genesis of these, and other tectonic units have enabled geo-scientists to ascertain the important characteristics of earth’s crust and reconstructs its evolution and geological history.

34. GEOPHYSICAL METHODS

This chapter gives important and useful methods for measurement of seismic signals.

Firstly a brief introduction of seismic signals is given. The P waves, S waves and L-waves are discussed in short.

The old methods of measuring seismic signals like mechanical geophones are replaced by electronic geophones. The discussion includes Electromagnetic type, Reluctance type, Capacitive type and pressure type of basic geophones. New methods of damping are included. New Recently developed amplifiers and filters are also included. Development in oscillographic elements and cameras are discussed. Other information includes, the recently reported Array Technology and Space Technology for measurement of seismic signals.

John William Harshberger codified ethnobotany as ‘the study of plants used by primitive and aboriginal people ‘in a popular lecture on 4 December 1895. Later it was published in the Botanical Gazette in 1896 and now he is regarded as “Father of Ethnobotany”. Subsequently, Walter Fewkes (1896) adopted the word ethnobotany after Harshberger for the title of a research paper. Another term ‘Arboriginal Botany’ coined by Steven Powers (1873- 1875) was in use for about two decades before Harsh Berger. In brief, “Ethnobotany is the study of interrelations between primitive human cultures and the plants and animals in its environment, which is regarded as the branch of ethnobiology”. There are some other definitions of ethnobotany by various authors:

Jones (1941) defined as “Ethnobotany is the study of interrelationship between man and vegetation”.

Faulks (1958) considered it as “The total relationship between man and vegetation” in his book entitled “An Introduction to Ethnobotany” It was the first book specially published on ethnobotany. Schultes (1962) explained as “Ethnobotany is the study of relationships which exist between people of a primitive society and their plant environment”. Gadgil and Vartak (1976) considered it as “Branch of economic botany which deals with the role of plants in life and culture of arboriginals and tribal people”. Alcorn (1984) states “It is the study of contextualized plant use”. Wickens (1990) defined ethnobotany as “The study of useful plants prior to their commercial exploitation and eventual domestication”. According to Ford 1994, ethnobotany is concerned with a wide range of interest of plants in cultural and ecological context as men in his edited book “The Nature and Status of Ethnobotany”. According to Martin 1995, ethnobotany is the part of ethnoecology, which concerns plants. Turner 1996 was given the appropriate definition “the science of people’s interaction with plants”. In context of Indian ethnobotany the first book published by Jain, S.K., 1981 entitled “Glimpses of Indian Ethnobotany” and Dr. Jain (2001) defined ethnobotany as “It deals with the study of total natural and traditional interrelationship between man and plants and his environment”.

In the starting of twentieth century, the ethnobotany progressed from the untested compilation of knowledge to a bigger method and abstract reorientation. Nowadays, the ethnobotany practices need a spread of skills such as:

• Training on the identification and preservation of plant specimens
• Training on linguistic and sociology to understand local language and their family structure
• Training on the psychology and cultural or traditional about plants
• Training on pharmecology and medicobotany

Ethnobotanists interact in a very broad array of analysis queries and practices, that don’t lend themselves to straightforward categorization. However, the subsequent headings arrange to describe a number of the key areas of recent ethnobotanical study.

Indigenous culture

Indigenous means originating where it is found. If knowledge originates from, and is bound to local experiences, taking its local world not perhaps as the only one, but as the most relevant of all they know may be called indigenous. Indigenous knowledge is human lifeexperience in a distinct natural and cultural amalgamation within a unique local and timely setting. It is an authentic appropriation of being, meaning that this very process happens exclusively in a given locality at a given time. In the field of medicine, Chinese culture (indigenous) developed Acupuncture technique. An acupunturist places needles into the skin to balance out the flow of chi which is believed to be the energy that flows through the human body. In theory, Chi runs along 14 pathways called meridains and when a patient is injured, stressed, or ill, their chi is supposedly being blocked. By placing needles in the Meridians the patients chi is thought to be put back into balance. Like Chinese culture, indigenous culture of different places/countries occurs and have their own belief and methods.

Indigenous cultures speak in various ways, for example we could speak from the perspective of our so-called ‘civilizations’ but how do we know that this perception is not contrary to the truth. We could speak on the basis of our traditional religious concepts but again these concepts may in reality be the opposite of what we believe. If we speak about the indigenous from the point of view of an anthropologist we arrive at a cold and empty language, a study that only pays attention to external and superficial matters, in the same way an anatomist analyses our inner organs or our bones but they are still a long way from knowing the reality. We believe that it is better to speak about indigenous cultures on the basis of their own reality, in relation to how they were as much as how they are now because in the course of time from yesterday to today many things have happened that are worth examining.

Before carry out any ethnobotanical work, first define the goal of the assignment or study before selecting the approach, which best suits the interests, budget and schedule. Most of the methods used in ethnobotanical studies are time taking and costly because several field trips are required in several seasons for covering different ritual occasions and seasonal farming activities which are continue for a number of years for completion of an assignment. In this way, an assignment may be very long or short as per selection approach of an ethnobotanist. Long-term assignment or projects may be continue for several years and they require sufficient financial input. When sufficient financial add and time does not available to accomplished long term assignments, in that case a Rapid Ethnobotanical Appraisal (REA) can be done.

Plants have played an important role in many mythologies and religions of the world and have been known for deep and sacred meanings throughout the ages. It is the symbolic representation of the old cultural traditions in the form of a tree across the world. Christmas tree in the Christianity and Bodhi tree in Buddhism are the example of tree featured in mythology. In most of the folklore, folktales and folk religion trees are often said to be homes of tree sprits. If history is traced, we will found that Druidism and Germanic paganism appear to have involved in religious conservational practices of sacred groves. Druidism is a nature based religion that was taught by Druids about 2000 years ago. The term druid itself possibly derives from the religeous word for oak. Therefore, the Druidism reconnects us with nature, our ancesters and ourselves by working with plants or trees.

Trees are honored in Indian culture for their different beneficial characters like medicinal properties, food, fodder, maintaining hydrological cycle, moderate the climate etc. There are some trees that have attained more than a special benevolence in Hindu mythology. In Indian mythology number of plants have been given sacred value and worshipped by different cultures. Some important plants of sacred value have been discussed here.

India, the land of oldest civilization known through out the world for its vibrant cultures, faiths, lifestyle, traditions, rituals etc. which are interwoven with each other since time immemoral. Here people of different ethnic groups live together who speak different languages and dialects according to their religion and choice. Altogether, 68 million inhabitants belonging to 227 ethnic groups, comprising of 573 tribal communities exists in different part of the country. These people constitute 8.08% of the total population of India (1991 Census of India) and speaks <750 dialects that can be classified into one of the following three language families: Austro-Asiatic (AA), Dravidian (DR), and Tibeto-Burman (TB). When come to think of different tribal community’s inhabiting India, they can be easily divided into six major racial lineages i.e. - Negroid, Mongoloid, Proto-Australoid/ Austrics, Mediterranean or Dravidian, West Brachycephals and Nordic Aryans

Major Families

This chapeter deals with indigenous knowledge on use of various plant species in traditional medicine, food, dye, wood and in tanning etc.

Malvaceae

The family Malvaceae is also known as Mallow family, characterised by mainly shrubs and herbs. The plants of this family frequent have stellate trichomes, persistant sepals, epicalyx present, stamens numerous and monadelphous, anthers monothecous, carpels 5 or more.

Abroma angusta (Devil’s Cotton)

Paste of the leaf is applied to heal wounds and to relieve joint pain or back pain. Young shoots are used as food. Roots are used to cure itching.

Abutilon indicum (Kanghi)

The whole plant is used to make brooms. Plant also has medicinal value and its sap is used against ulcer, leprosy, piles, dysentery and fever.

Agriculture continues to be the occupation and way of life for more than half of the Indian population even today. Sustainable prosperity of this class-the farmers, the landless agricultural labourers holds the key for improving the overall human resource development scenario in the country. Indian agriculture had been on traditional lines till the first waves of Green Revolution gave a sudden boost to the production and productivity of major cereals in the assured irrigated areas. Quick dissemination of technological information from the agriculture research system to the farmers in the field and reporting of farmers feed back to the research system is one of the critical inputs in transfer of agricultural technology. The information and communication support during last 50 years has mainly been conventional. The extension personnel of the departments of agriculture disseminated the technological message to the farmers through personal approach. This approach has not been able to reach and satisfy majority of the farmers who are spread across the whole country with varied interests. This gap remains a challenge for the Extension System even today.

To reach over 110 million farmers, spread over 500 districts and over 6000 blocks is an uphill task. The diversity of agro-ecological situations adds to this challenge further. The success of Green revolution was mainly achieved due to concerted homogenous extension strategy. Farmer’s needs are much more diversified and the knowledge required to address them is beyond the capacity of the grass root level extension functionaries.

There are basically two aspects of extension: the education function which aims to help farmers gain knowledge, acquire skills and change attitudes for their own benefit; and the communication function which transfers information about suitable technologies to farmers and growers and offers them alternative solutions to improve their situations. The aim is to transform the information into knowledge timely and accurately to create an environment for farmers to use it. IT will be indispensable in transferring information between research and extension organizations.

For any research endeavor, perusal of available literature is of paramount importance. Such an effort will highlight the attempt made and provide a clear comprehension of similar studies. A search on earlier research studies revealed that only a few have concentrated on Multimedia, Interactive Multimedia and Information Technology (IT) in transfer of farm technology. The available concepts and literature are presented under the following sub-heads.

2.1 IT in Farm Technology

2.2 Interactive Multimedia in Farm Technology Transfer

2.3 Selection of Farm Technology

2.4 Effectiveness of Different Extension Teaching /Learning Methods

2.5 Effectiveness of Knowledge Gain

2.6 Effectiveness of Symbolic Adoption

2.7 Farmers Perception about Farm Technologies and Modes of presentation

2.8 Relationship of Characteristics of Farmers with their Knowledge and Symbolic Adoption.

The research procedures followed in the study are reported under the following sub-heads viz. Selection of Farm Technology and Development of Farmer -Friendly Interactive Multimedia Compact Disc.

3.1. Selection of Farm Technology: Integrated Pest Management Practices for Coconut Eryophid Mite

3.1.1. Importance of Coconut

Coconut is one of the most widely grown plantation crops of the tropics. The palm is recognized as a multiproduct and termed as horticultural, plantation, food and even as an oil seed crop. It has diversified uses such as sources of food, drink and shelter and as a raw material for various industrial uses and thus serves as commercial crop.

The coconut is referred to as man’s most useful tree, synonymously the King of the tropical flora, tree of abundance, tree of heaven Kalpa Vrisha, tree of life and layman’s crop. Millions of people in India and other tropical regions depend upon the coconut plantations for their livelihood. More than 100 products are being made directly or indirectly from coconuts and their export earned India appreciable foreign exchequer.

This section forms the crux of this research. Here, the data collected as per the research methodology explained in previous chapter has been analysed, results were obtained and discussed. The data were classified, tabulated and then treated with scientific methods to get the results.

After tabulation, the results were interpreted to bring out emphatically the most striking relationship between the variables. The results are presented in the form of tables, graphs and figures.

The findings are presented under the following parts in accordance with the objectives setforth.

Section I : Profile of the study respondents

Section II : Effectiveness of selected learning modules in terms of knowledge gain and symbolic adoption

Section III : Relationship and influence of independent variables towards knowledge gain and symbolic adoption

Section IV : Farmers perception about the Interactive Multimedia Compact Disc (IMCD)

Section V : Farmers opinion regarding utility of the IMCD as a tool for transfer of technology

Section VI : Strategies for better utilization of IMCD

1 Professor (Retired) Department of Agricultural Extension and Rural Sociology, Tamil Nadu Agricultural University, Coimbatore-641 003, Tamil Nadu

2 Assistant Professor, Department of Agricultural Extension and Rural Sociology, Agricultural College & Research Institute, Madurai-625 104

Introduction

The word ‘Extension’ was first coined in U.S.A. in the mid-part of the nineteenth century, to connote extension knowledge of improved practices in agriculture and home economics from Land Grant Colleges to the farmers and their families in their fields and homes. The literary meaning of Extension is ‘Ex’-out; Tensio’-to stretch i.e. Extension means stretching out. Extension, in the context of rural community development, means educating rural people and it implies production of changes in human behaviour -in terms of attitude, knowledge and skill. Extension is often misconceived as disbursement of subsidies and providing certain material incentives; it is certainly not.

There are several conventional extension techniques approaches and tools for transfer of any farm -related technologies, be it any enterprise, crop or their mix. Extension teaching aids are broadly classified as:

1 & 3 Assistant Professor, Dept. of Agricultural Extension and Rural Sociology, Agricultural College & Research Institute, Tamil Nadu Agricultural University, Madurai -625 104

2 & 4 Senior Research Fellows, Dept. of Agricultural Extension and Rural Sociology, AC & RI, Madurai -625 104.

Prelude

The rapid and unprecedented changes in the external environment such as liberalisation of the economy, globalisation of international markets, deregulation of the financial systems and implications of various clauses under WTO exerted considerable pressure on the agricultural system. Moreover, the major challenges facing the world today includes are: managing the environment in a sustainable manner, managing the exploding rate of population growth and urbanisation, ensuring food security, meeting health, education and literacy needs and eliminating poverty.

Meeting these challenges requires information, knowledge and participatory process of social change. Communication is an essential element in this process. According to Balit (1996) who pointed out that least expensive input for rural development is knowledge. Knowledge and information are basic ingredients of food security and are essential for facilitating rural development and bringing about social and economic change.

The 21^st century is witnessing a computer revolution in which information processing and retrieval are being reliably done at incredible speeds. Computers are used for storing, analysing and distributing information of all kinds including words, numbers, pictures, illustration, sounds and movies. Computer aided knowledge dissemination mechanism help to reach the unreached and foster new voices and new leaders.

According to Aasher (1995) microcomputer technologies have the potential to support all the major functions of agricultural extension, namely the technology generation, diffusion, adoption continuum and the efficient handling of descriptive, diagnostic, predictive and prescriptive types of information.

My definition of a ‘Developed India’ is “when the quality of life in our rural areas becomes comparable to that in the non-urban areas of already developed countries”. Another way of looking at development is to look at ‘Measures of Development’. Unlike the three used by United Nations, viz. per-capita Gross National Product, life expectancy at birth and adult literacy, I have been suggesting for a long time that the appropriate measures of development for a developing country are only two – per capita electricity consumption and female literacy. Availability of electricity is essential to provide the basic amenities like pure drinking water and proper health care and to develop rural industries. And also, without near-hundred per cent literacy and without societal equity – evidenced inter-alia through gender non-discrimination – the fruits of science and technology (S&T) will not fully reach rural India.

Technology Foresight to Become a ‘Developed’ Country

Choosing the right technologies to put the nation on the part of rapid development requires technology Foresight. Technology foresight must be distinguished from Technology Forecasting, which attempts to predict future technological developments, without worrying about the impact of these developments on the economy, society or the environment. Technology foresight adds assessments from economic, social, environmental, security and even ethical points of view to technology foresight. One may often get different answers from such analysis depending on whether you are from India or say, from the United States of America, to the need for technologies like, for example, fast breeder reactors or rural food processing.

What is an IVR

IVR or Interactive Voice Response is a technology that automates interaction of a database with telephone callers. Enterprises are increasingly turning to IVR to reduce the cost of common sales, service, collections, inquiry and support calls to and from their company.

IVR solutions are generally used with pre-recorded voice prompts and menus to present information and options to callers, and touch-tone telephone keypad entry to gather responses. Modern IVR solutions however, also enable input and responses to be gathered via spoken words with voice recognition.

IVR solutions enable users to retrieve information including bank balances, flight schedules, product details, order status, movie show times, and more from any telephone. Additionally, IVR solutions are increasingly used to place outbound calls to deliver or gather information for appointments, past due bills, and other time critical events and activities.

History

Video conferencing uses telecommunications of audio and video to bring people at different sites together for a meeting. This can be as simple as a conversation between two people in private offices (point-to-point) or involve several sites (multi-point) with more than one person in large rooms at different sites. Besides the audio and visual transmission of people, video conferencing can be used to share documents, computer-displayed information, and whiteboards.

Simple analog videoconferences could be established as early as the invention of the television. Such videoconferencing systems consisted of two closed-circuit television systems connected via cable. During the first manned space flights, NASA used two radiofrequency (UHF or VHF) links, one in each direction. TV channels routinely use this kind of videoconferencing when reporting from distant locations, for instance. Then mobile links to satellites using special trucks became rather common.

This technique was very expensive, though, and could not be used for more mundane applications, such as telemedicine, distance education, business meetings, and so on, particularly in long-distance applications. Attempts at using normal telephony networks to transmit slow-scan video, such as the first systems developed by AT&T, failed mostly due to the poor picture quality and the lack of efficient video compression techniques. The greater 1 MHz bandwidth and 6 Mbit/s bit rate of Picture phone in the 1970s also did not cause the service to prosper