eChapters

Introduction
Antimicrobial resistance (AMR) is a critical public health problem globally, which can shake the foundation of modern healthcare. Infections caused by drugresistant organisms could lead to increased mortality and prolonged duration of hospitalization, causing a huge financial burden to the affected persons, healthcare systems and hinder the goals of sustainable development. With rising AMR, antibiotics are increasingly becoming ineffective for treating diseases.The post antibiotic era is not a dreadful imagination but a potential reality unless effective global actions are initiated now (1). AMR is not the only problem of human health, it widely affects the animal husbandry as well as environment. In India in 2019, there were 297,000 deaths attributable to AMR and 1,042,500 deaths associated with AMR. India has the 145th highest age-standardized mortality rate per 100,000 population associated with AMR across 204 countries.The number of AMR deaths in India is higher than deaths from neoplasms, respiratory infections and tuberculosis, enteric infections, diabetes and kidney diseases and maternal and neonatal disorders.Out of 10 million projected human deaths in 2050, one-fifth may be from India (2).Annually, more than 50 000 new-born are estimated to die from sepsis due to pathogens resistant to first-line antibiotics. The median cost of treatment of a resistant bacterial infection in India is estimated to be more than a year’s wages of a rural worker. There are five pathogens to be aware of in India (number of deaths associated with AMR in parenthesis): Escherichia coli (152,700), Klebsiella pneumoniae (123,200), Staphylococcus aureus (111,400), Acinetobacter baumannii (103,500), and Mycobacterium tuberculosis (98,600).If there is no timely containment, AMR is likely to cause nearly 10 million deaths by 2050 and resulting in significant economic losses. It would also impact nutrition security, livelihood and hinder the attainment of the Sustainable Development Goals. In 1928, penicillin was developed and socalled magic drug was subsequently commercialised and used globally. When antibiotic resistance ?rst emerged, novel antibiotics to treat these bacteria were developed. However, it is dif?cult to develop effective new antibiotics every time as it is time consuming and costly and if developed a new resistance mechanism emerges in bacteria. There is a demand for new strategies to treat bacterial infections, such as endophytes therapy, phage therapy, antimicrobial peptides, CRISPER cas and so on.

Both possess a pronounced thyme-like odor and flavor. And, both are employed in culinary preparations. The oil of the two plants is closely related in chemical composition. The oil can be obtained by steam distillation of the herb. The dried leaves and flowering tops derived from S.hortensis constitute winter Savory of commerce. The best quality of savory comprises of dried leaves only. S.hortensis constitutes summer Savory. Savory is an erect pubescent annual herb, 20-30 cm in height with pinkish branches, fund in Kashmir State of India. Leaves are oblong – linear or lanceolate with deep-pitted glands on both sides. Flowers are small auxiliary cymes. It grows in Southern France, Germany, Spain, and other parts of Europe, also in England, Canada and the USA. The dried leaves are brownish-green in color, up to 10 mm in length. The odor is strong, warm and highly aromatic; the taste is somewhat sharp and camphoraceous. It is marketed both in whole and ground form. Satureia hortensis Linn., the summer Savory or Garden type, is largely cultivated, although it also grows wild, to some extent. An annual, it is less developed than Satureia montana. Its stalks are herbaceous, covered with soft and linear leaves. The branches frequently are reddish in color. Flowers of the Garden Sage are whitish, dotted with red, growing in a bouquet from the summit of the branches. Satureia montana Linn., the winter Savory, as the French call it “Poivre Diane” grows wild on sunny and calcareous and hill-side of Southern France, especially in the Alpes-Maritimes. It is a hardy, shrub-like perennial, attaining a height of 8-14 inches with small, yellowish or slightly purple leaves, growing

Long Pepper or Pipli is the dried fruit of Piper longum, which is a slender, aromatic climber with perennial woody roots, occurring in the hotter parts of India, from the Central Himalayas to Assam, Khasi, and Mikir hills and Lower Hills of Bengal, and evergreen forests of the Western Ghats from Konkan to Travancore in Kerala State, India; it has also been recorded from Nicobar Islands. The plant has creeping jointed stems; young shoots are downy; leaves are 5-9 cm long, 3.5 mm wide, ovate, cordate, with broad rounded lobes at the base; female spikes are cylindrical, pedunculate, male spikes are larger and slender; female spikes are 1.3-2.5 cm long and 4.5 mm in diameter; fruits are ovoid; yellowish orange, minute, droop and are sunk in fleshy spike. The female spikes are sharper, sessile and blunt at the tips and erect, are red when ripe; flowers are numerous and packed. Indian Long Pepper is mostly derived from the wild plants, the main sources of supply being Assam State in India, followed by West Bengal, Nepal and Uttar Pradesh. Small quantities are also available from evergreen forests of Kerala State, West Bengal and certain parts of Andhra Pradesh. It is reported to be cultivated at lower elevations in the Annamalai hills in Tamil Nadu, India, and in parts of Assam, in particular, the heaviest (in India) rainfall region, Cherrapunji. It is cultivated in Meghalaya also; India produced about 200 tonnes in 1990-91. The Long pepper, as sold in India, appears to be derived from 2 or 3 species, including one which is Indonesian. Indian Long Pepper is a product of either Piper longum or Piper peepuloides, while the Indonesian or Java Long Pepper imported from Malayasia is from Piper retrofractum. The fruits of these species are used for the same purpose, though they do vary in their comparative effectiveness.

Combination of an opioid (butorphanol/buprenorphine) and an alpha-2 agonist (xylazine/dexmedetomidine) along with an NMDA antagonist and benzodiazepine (tiletamine-zolazepam or ketamine-midazolam) will make up a balanced anaesthetic cocktail. Examples for balanced anaesthetic cocktails are xylazine/dexmedetomidine-butorphanol-midazolam-ketamine and butorphanol/ buprenorphine-tiletamine zolazepam-dexmedetomidine/xylazine (Ko, 2013; Cagle et al., 2017; Sooryadas et al., 2019; Verma et al., 2020). The latter ones are costly due to the tiletamine-zolazepam and dexmedetomidine in them, while the former ones are cost effective alternatives.
Xylazine/Dexmedetomidine-Butorphanol-Midazolam-Ketamine (XBMK/DBMK) Anaesthetic Cocktail
The preparation can be made by drawing 0.1 ml/kg of ketamine (50 mg/ml presentation) along with 0.1 to 0.2 ml/kg of the xylazine-butorphanol-midazolam (XBM) or dexmedetomidine-butorphanol-midazolam (DBM) sedative cocktail in a single syringe. For intravenous administration, 0.1 ml/kg each of ketamine and the sedative cocktail is to be chosen, while for intramuscular administration 0.1 ml/kg of ketamine and 0.2 ml/kg of the sedative cocktail is preferred. The volume of the cocktail that needs to be administered intramuscularly will be larger by 0.1 ml/kg when compared to the tiletamine-zolazepam based anaesthetic cocktails. Anticholinergic premedication is preferred prior to administration of anaesthetic cocktail containing xylazine (Nesgash et al., 2016), particularly if given intravenously. The XBMK/DBMK anaesthetic cocktails will induce anaesthesia in a few minutes, which last for 20 to 40 minutes (Ko, 2013; Verma et al., 2019; Verma et al., 2020). Intravenous administration of the anaesthetic cocktail provides shorter duration of surgical plane of anaesthesia. When administered as said above, the combination provides xylazine @ 0.2 - 0.4 mg/kg or dexmedetomidine @ 2.5 - 5 mcg/kg, butorphanol @ 0.1 - 0.2 mg/kg, midazolam @ 0.125 - 0.25 mg/kg and ketamine @ 5 mg/kg body weight which is as per their recommended doses when given in combination (Verma et al., 2019; Verma et al., 2020).

Total Intravenous Anaesthesia
Maintenance of anaesthesia, conventionally, is done either with inhalants, or as intermittent boli of injectable anaesthetics. The pharmacological complexity of the uptake and elimination of inhalant anaesthetic agents, and the need of technical and functional knowhow, of inhalant anaesthesia machine, either restricts its use in majority clinical practice, or is not used in an ideal manner. Injectable anaesthetic drugs as intermittent boli “as and when needed” is the practice by majority practitioners for maintenance of anaesthesia. Intermittent bolus injections of anaesthetic drugs creates intermittent peaks of anaesthesia and thereby increased side effects due to high doses. Instead, a continuous rate infusion of the anaesthetic drugs, in smaller quantities is employed in TIVA, providing balanced anaesthetic maintenance. These drugs act through different pathways, providing analgesia, muscle relaxation and unconsciousness, in a synergistic manner. TIVA is thus a technique in which anaesthesia is maintained solely through the use of intravenous drugs, without reliance on inhaled anaesthetics (Kennedy, 2016). Total intravenous anaesthesia is commonly achieved using a combination of sedative-hypnotics, analgesics and even muscle relaxation drugs, often administered via continuous rate infusion (CRI) to maintain stable drug levels (Verma et al., 2020). The key advantage of TIVA is that it provide stable haemodynamics because it maintains the sympathetic tone well. Also, this procedure promises less environmental contamination avoiding exposure to anaesthetic gas in the operating rooms. TIVA is emerging as a popular option in a range of surgical procedures due to its benefits in patient comfort, recovery, and control over anaesthesia depth. Few examples of anaesthetic cocktails for total intravenous anaesthesia in dogs through constant rate infusion are mentioned below. Easy understanding on how to calculate and prepare CRI is mentioned later.
1. Dexmedetomidine (2 mcg/kg/hr), midazolam (3 mcg/kg/min), lignocaine (50 mcg/kg/min) and ketamine (40 mcg/kg/min) as a cocktail intravenous infusion in normal saline. Anaesthesia is induced by intramuscular administration of a cocktail of DBMK mentioned in earlier chapter, followed by an intravenous loading dose of lignocaine at the rate of 2 mg/kg prior to the cocktail intravenous infusion (Verma et al., 2020).
2. Xylazine (1 mg/kg/hr), midazolam (3 mcg/kg/min), lignocaine (50 mcg/kg/ min) and ketamine (40 mcg/kg/min) as a cocktail intravenous infusion in

Introduction 
SDG 3 emphasizes good health and well-being for people globally. In this chapter, we will focuses on the health and well-being of the Indigenous Khasi Tribe living in Meghalaya, India. The Khasi Tribe comprises 7 sub-tribes, commonly known as ‘Seven Huts’ or ‘HynniewTrep, HyniewSkum’ in the Khasi language. The 7 sub tribes are Khynriam, Pnar, Bhoi, War, Maram, Lyngngam and Dikko. Although the culture, tradition, and beliefs are shared among all subtribes, earning them the common name Khasi Tribe, there are slight differences in terms of topography. Some sub-tribes live in sloping or steep mountainous areas, engaging primarily in forestry and horticulture, while others reside in plain areas, where they cultivate agricultural crops. As an indigenous group, the Khasi community follows certain beliefs and practices related to health and well-being. The Khasi tribe is a matrilineal society where women hold great responsibility at home and in the community. Some researchers have acknowledged that the Khasi tribe is one of the tribes in India with a better status in terms of literacy rates and nutritional status. (D Agrahar- Murugkar, 2004). Approximately 83% of the Khasi tribe are agrarian. The main food items that boost their immune system and make them strong and healthy include rice, dal, potato, tomato, bamboo shoot, pumpkin, green vegetables, citrus fruits, and meat (beef, pork, fish, eggs, and dry fish), which they cook in their own indigenous style. The majority of them are non-vegetarian. A common stimulant is betel nut, which has been used since ancient times as a social mediator to connect with others and form friendships. The Khasi people are hardworking; enjoy games and sports, and traditional music. In terms of social well-being, the Khasi tribe has a strong sense of “we feeling”, supporting one another, following ethical and moral instincts, and respecting one another. They believe in the spirits of Mother Nature (ki blei, ki basa). To maintain strong bonding and enhance Khasi Tribe sentiments, various festivals are celebrated every year, such as Shad Suk Mynsiem, Shad Nongkrem, Seng Kut Snem, Pom Blang, and Beh Diengkhlam. They also pay homage to freedom fighters who have died for the Khasi land, such as Tirot Sing, Kiang Nongbah, and Phan Nonglait. Following the legacy of these freedom fighters, various leaders are heading civil groups that monitor the performance of government administration and other welfare states for common social well-being.

Introduction 
NEP was announced by Sri Narendra Modi, the PM of India on July 29,2020. The system was introduced after the debates by experts from various fields. The earlier education system was 10+2+3 which changed to 5+3+3+4.The NEP 2020 have less curriculum contents and increases learning, reasoning and logical skills. After the completion of UG courses in the higher education they may opt for the Research Methodology. The 5+3+3+4 design is equivalent to the age groups 3-8 years, the foundational stage which is mainly based on play or activity based learning, 8-11 years, the preparatory stage which is based on play, discovery, activity based and interactive classroom learning, 11-14 years, the middle stage is based on experiential learning in Science, Mathematics, Arts, Social Science and Humanities and 15-18 years, the secondary stage emphasized on multidisciplinary study, greater critical thinking, flexibility, student choice of subjects. Government will constitute a Gender Composition plan to provide equal and standard education to all girls and third gender learners. 10th and 12th standard students are no longer to sit for board exams which will be accessible to test core competencies rather than memorised facts with all students allowed to take the exam twice. Internships will be started from 6th standard. The teaching upto 5th standard will be in regional languages and mother tongue. The assessment covers reforms with 360 degrees overall progress report tracking the progress for achieving learning outcomes. Within 2030, the B.Ed degree duration will be 4 years. The holistic U.G education will be having several exit options and certification will be provided.

1.1 Introduction
The concept of invention is the fundamental requirement for design thinking. Since the birth of mankind, people started inventing many concepts, which are mainly observations of facts and innovation of ideas for producing products that are useful to the society. The design thinking requires unconventional thinking to design processes for maximal operational efficiency of manufacturing the products, which give maximum satisfaction to customers with more value for money. Hence, the team that is involved in the design thinking projects may gain the required skills by knowing several inventions of the past. Hence, a review of inventions is presented in this chapter.
1.2 Tracing Inventions
The content at https://www.explainthatstuff.com/timeline.html gives a complete account of inventions starting from 4–5 billion years ago up to 2022. The article on solar cell energy gives an account of the sun started producing energy. About 1.2 million years ago, humans invented fire, which has been further innovated for biofuels, candles, IC engines, aviation engines, etc. In the 7th century B.C., ants were killed by burning in the heat produced by concentrated sun rays using magnifying lens. Greeks and Romans utilised burning mirrors to light candles during religious ceremonies in the third century B.C. About 3.5 million years ago, stone, wood, antlers, and bones were used by humans to make first kind of tools. These were further improved to make tools for machines. About 4000 BCE back, iron was used to make decorative ornaments. About 3500 BCE, people invented the concept of wheel, which brought quantum revolution in transportation.

harmony with nature is proving winner in the long run. If the past 60 years led to the Green Revolution in agriculture which often became Greed Revolution, the next 60 year should be the emergence of love for nature, diversity and Sustainable Green Revolution. The two goals – Sustainability and Productivity are inter-related. It is also said that the main difference between the past and today is that our problems are truly global. We are also aware that globally and nationally the rich-poor divide is growing and though world produces enough food, nearly 800 million people remain food insecure. Among 8 millennium goals, eradication of poverty and hunger and environmental sustainability are perhaps the most prominent and complimentary. In his book, “Remember your Humanity – Pathway to food Security”, M.S.Swaminathan has emphasized that a pro-nature, pro-woman and pro-livelihood orientation should be the bottom line of all technological development and delivery program for food security. Mainstreaming of environmental concern in agriculture to avoid exploitative agriculture and ecological consequence is therefore the call of the time.
COMPASSION
The great Tibetan scholar and close companion of HH Dalai Lama, Thupten Jinpa defines compassion as a mental state endowed with a sense of concern for the suffering of others and aspirations to see that suffering is relieved. One of the highest understanding underlined at the global level and in the preparation of sustainable development goals is for a hunger free world and for

Normally we associate our agriculture and food supply with farms and villages. The new trends of greener cities and urban and peri urban horticulture (UPH) are emerging very fast. Towns and cities in the world’s developing countries are growing at great speed. Ten years ago, an estimated 40 percent of the developing world’s population or 2 billion people lived in urban areas. Since then, their numbers have expanded twice as fast as total population growth, to more than 2.5 billion. By 2025, more than half the developing world’s population of 3.5 billion will be urban. Again most of the world’s fastest growing cities are in Asia and Africa with young population. The concept of “Green Cities” is being discussed for environmental sustainability. However, the core principles of Greener Cities can guide urban development that ensures food security, clean environment and economic well being. Urban and peri-urban horticulture, together with eco-friendly home and public gardens and sports fields can offer a solution for a better future.
Greener Cities and Eco Agriculture
FAO’s program for UPH is major initiative and the following advantages and plans taken from FAO’s report make the reasons clear : Urban and peri-urban horticulture (or UPH) is the cultivation of a wide range of crops - including fruit, vegetables, roots, tubers and ornamental plants - within cities and towns and in their surrounding areas. It is estimated that 130 million urban residents in Africa and 230 million in Latin America engage in agriculture, mainly horticulture, to provide food for their families or to earn income from sales. The FAO program have demonstrated how horticulture helps empower the urban poor, and contributes to their food security and nutrition. But it can

“Where is your Dhoti, Dr. Mehta ?” Dr. Varghese Kurien surprised me as I entered his office at IRMA (Institute of Rural Management Anand). That was April 2000, soon after I had taken over as the Vice Chancellor of the erstwhile Gujarat Agricultural University (GAU) and had decided to call on him during my visit to the Anand Campus. (At that time GAU was the largest University in Asia with four main campuses – Dantiwada, Anand, Junagadh and Navsari and about 65 experimental farms / stations spreaded all over). Earlier, I did have some interactions with Dr. Kurien. When at GSFC Ltd., we had introduced Nylon – 6 Engineering plastic. I had discussed with my team of Research and Application Development Engineers about multi layer packaging of dairy products where Nylon – 6 can have a good market potential which we used to discuss with Amul. Also, our work on Bio Fertilizers and Bio Pesticides had indirect interest to them. So, when suddenly I was offered the position of Vice Chancellor of GAU and was in a dilemma, I went for his advice. After all, he had held the same position earlier (in addition to AMUL). I explained about the offer and said that I was not too sure about accepting it. He, on the contrary, encouraged me to accept it saying “you can do a lot !” I just murmured,” But I am not an agriculture graduate. I am a Chemical Engineer!” To which he jokingly said – “So ?. I am a Metallurgical Engineer. And now I am a Dudhwala!”

In contrast to the traditional universities, agricultural universities have been entrusted with the Herculean task of technology dissemination at the grass root level such that the package of practices evolved by the agricultural scientists should reach out the end-users, viz. farmers , for adopting in the field, with consequent increment in the farm productivity and farmer’s income. This unique mandate has been assigned to agricultural universities on the pattern of land grant colleges of the United States. Such vision and trust, envisaged by Pandit Jawaharlal Nehru and his devout lieutenants, herald creation of state agricultural universities (SAUs) in the early 1960s. The key role played by SAUs in the first green revolution and agricultural human resources development have been regarded as the milestones in the history of India post-independence, that made the country self-sufficient in food production and, in turn, to self reliance in milk, vegetables, fruits and inland fish production. Today, India has set fourth into commanding position as a global economic power, with primary and secondary sectors, viz. agriculture and industry, contributing modestly. At the current pace of the growth rate, I would not hesitate to predict that by the year 2020, we will accomplish the top lines both in terms of productivity and sustainability, by transforming hitherto deemed liability of population into a formidable asset of human resource capital.
Hunger-free World
Agriculture is a vital development tool for achieving the Millennium Development Goals that call for halving by 2015 the number of people, suffering from extreme poverty and hunger. We also note that more than 50% of the people in the world are small and resource-poor farmers and another 20% rural land less. The challenge is to transform this

It is well understood that the impact of climate change on agriculture and food security will be critical. The variation in climate influences the productivity of crops, livestocks and fisheries.
The major points to remember are
Climate changes are increasingly impacting agriculture and food security adversely.
Cereal productivity may decrease by 10 – 40% by 2100.
Negative effect on livestock productivity and increased disease.
Achieving Millennium Development Goals (MDG) will become more difficult.
Further, it is also estimated that : Cost of Climate Change will be equivalent of loosing 5 to 20% of GDP (N. Stern : World Bank).Sustainable Agriculture practice could absorb a third of the CO2. Globally, about 800 m $ / day is spent on direct / indirect subsidies. Among other things, it is suggested that encouraging Eco Agriculture is the way out. We must transform 1.5 b ha into Eco / Agri Farming. Small farmers to play BIG role. At the COP28 summit in Dubai, food and agriculture declaration was signed by over 130 world leaders on Sustainable Agriculture and a commitment to mobilize over $2.5 billion to tackle climate issues related to agriculture
COP and 4 per 1000 initiative
Conference of the Parties (COP) to the UNFCC (United Nations Frame Work on Climate Change) has been making significant efforts to mitigate the adverse climate change efforts. At COP 21 in Paris, a landmark agreement was reached to combat climate change and accelerate actions for sustainable low carbon future. COP 22 at Morocco will focus on short, medium and long

After the Green Revolution, it is now time for an Ever-Green Revolution based on Eco Agriculture or Agroecology. In 2018, the FAO described Agroecology/Eco Agriculture as a means to transform food and agriculture systems by addressing root causes and emphasizing the improvement of efficiency in resource use, conserving, protecting and improving livelihoods, promoting equality and well-being and enhancing the resilience of people, communities and ecosystems. A timely transition to a sustainable eco-agriculture approach is essential to protect food security, the well-being of people and farmers prosperity. Eco Agriculture is a broad term that can inclusively refer to agroecology, regenerative, organic, natural, jaivik, etc, and is increasingly being recognized as the way to help save the planet. While discussing this with Prof Swaminathan and the ICFA team, the idea of a Working Group emerged. When I was requested to form the Eco Agri Working Group through ICFA, I consulted with different sectors and tried to determine the “why” and “how” of the impending Eco Agri Revolution.
WHY
The past sixty years led to Green Revolution and alongwith that ‘success’ several adverse impacts and the changing global situation as noted in Table – 1 are the reasons for the need for an Evergreen Revolution based on Eco Agriculture

Drought, characterized by prolonged periods of abnormally low rainfall, is a recurring and devastating natural phenomenon with profound implications for global agriculture. Among the sectors most vulnerable to the adverse impacts of drought is livestock production. This chapter, “Droughts and Livestock Production,” delves into the intricate relationship between these two critical elements, exploring the multifaceted challenges and consequences that drought poses to livestock farming across diverse geographical contexts The chapter will examine how water scarcity, a hallmark of drought, disrupts the delicate balance of feed availability, animal health, and overall productivity within livestock systems. It will further analyze the varied impacts of drought on different livestock species, considering their unique physiological needs and vulnerabilities. Beyond the immediate 

Advertising has long been a powerful tool for businesses to communicate with their target audience, influence consumer behavior, and build brand awareness. While digital marketing has gained prominence in recent years, traditional advertising remains a fundamental part of marketing strategies. Traditional advertising encompasses a range of media channels such as television, radio, newspapers, magazines, billboards, and direct mail. This chapter explores the various aspects of traditional advertising, its effectiveness, advantages, and challenges in the modern marketing landscape.
Evolution of Traditional Advertising
Traditional advertising has evolved significantly over the years. In the early days, businesses relied on word-of-mouth, signage, and posters to promote their products and services. With the advent of mass media, advertising took new forms:
• Print Advertising: One of the oldest forms of advertising, print media includes newspapers, magazines, brochures, and flyers. Businesses have historically used print ads to reach a broad audience.
• Radio Advertising: The introduction of radio in the early 20th century revolutionized advertising by allowing businesses to broadcast their messages to a vast audience.
• Television Advertising: The mid-20th century saw the rise of television commercials, providing businesses with an engaging and visually appealing way to market their products.
• Outdoor Advertising: Billboards, posters, and transit ads have been used to attract consumers in high-traffic areas.
• Direct Mail Advertising: Sending promotional materials directly to consumers’ homes has been an effective marketing strategy for decades.

Advertising is a crucial component of marketing, designed to promote products, services, or brands to target audiences. A well-planned advertising strategy enhances brand visibility, attracts potential customers, and drives sales. Various advertising strategies exist, each tailored to achieve specific business objectives and cater to different market segments. This chapter explores the different types of advertising strategies used by businesses to maximize their reach and impact.
1. Print Advertising: Print advertising involves placing ads in newspapers, magazines, brochures, flyers, and billboards. It is a traditional form of advertising that continues to be effective for local and niche markets.
Advantages
• Tangible and long-lasting: Print materials can be kept for future reference.
• Targets a specific readership: Newspapers and magazines cater to specific demographics.
• Builds brand credibility: Established publications lend trustworthiness to ads.
Disadvantages
• Declining readership: With digital media gaining traction, fewer people rely on print.
• Expensive for premium placements: High visibility ads cost significantly more.
• Limited tracking capabilities: Hard to measure direct impact and ROI.
2. Broadcast Advertising: Broadcast advertising includes television and radio commercials. It is one of the most powerful advertising methods due to its broad reach and audio-visual appeal.
Advantages
• High engagement with audiences: TV and radio captivate viewers and listeners.

Introduction
Cleavage is the process of cellular division without growth. It is also called segmentation division and it follows immediately after fertilization. By the end of this process, single cell zygote is transformed into multi-cellular stage called blastula. Daughter cells are called blastomeres. All divisions are mitotic and occur consequently. Ratio of nucleus to cytoplasm is very low at beginning but later they resemble somatic cell. Cleavage division always start at animal pole. Cleavage can be classified as:
1. Holoblastic/Total cleavage: Whole fertilized ovum is involved in production of blastomere. It is also called complete cleavage.
a) Equal: All blastomeres are of equal size. E.g. mammals
b) Unequal: Some blastomeres at vegetal pole are larger. E.g. amphibians
2. Meroblastic/Partial cleavage: When deutoplasm is abundant and only a part of fertilized ovum is involved in cleavage, it is called meroblastic cleavage.
a) Discoidal: Cleavage is confined to the germinal disc i.e. at animal pole. E.g. birds and reptiles.
b) Superficial: Cleavage is confined to the peripheral margin of cytoplasm. E.g. arthropods.
Dividing continuously, embryo attains a stage of 16-32 cells. 16-celled stage is called early/uncompact morula and 32-celled stage is called compact morula. This stage is called morula due to its close resemblance to mulberry fruit. Structure is surrounded by zona pellucida.
After morula stage, fluid accumulation begins and blastomeres are gradually pushed to the periphery. As fluid accumulation progresses further, it leads to formation of large cavity in central part of embryo known as blastocoels and morula stage is now transformed into blastula/blastocyst stage. Blastomeres now arrange themselves as single celled outer layer called trophoblast and small group of cells at animal pole called inner cell mass (ICM). Trophoblasts give rise to fetal membranes and will help embryo in its attachment to uterine wall (implantation). ICM gives rise to all organs of body. Development of blastula is called blastulation.

The formation of the mammalian body plan is regulated by highly conserved gene regulatory networks. During this developmental stage, the notochord and primitive node play critical roles in establishing the cranial-caudal axis and left-right asymmetry. Ectoderm, the outer germ layer, differentiates into neuroectoderm and surface ectoderm. Neuroectodermal cells move from the developing neural tube’s lateral edges to a dorsolateral position. These neuroectodermal cells are known as neural crest cells. The central nervous system originates from the neural tube, whereas the peripheral nervous system originates from both the neural tube and the neural crest. Mesoderm cells proliferate and develops into three separate components: the paraxial, intermediate, and lateral plate of mesoderm. The paraxial mesoderm cells form whorl-like aggregations known as somitomeres on both sides of the neural plate. Paraxial mesoderm organises into separate blocks known as somites caudal to the seventh somitomere. Somatic cells make up the vast majority of the axial skeleton, accompanying muscle, and covering dermis. The embryonic gut tube, developing respiratory system, and accompanying glands all develop from endoderm, the inner germ layer. Endoderm is also responsible for the epithelial linings of the urinary bladder, middle ear, and auditory tube. Endoderm also gives rise to the parenchymal cells of the thyroid, parathyroid glands, pancreas, and liver.

Introduction
The nervous system is an intricate network that plays a crucial role in coordinating and regulating bodily functions, allowing organisms to interact with their environment. This complex system is fundamental for the existence, enabling to sense the world, process information, and respond to stimuli. Comprised of billions of specialized cells called neurons. The nervous system is responsible for various functions, from reflex actions to complex thought processes. The nervous system is a highly organized and complex network that serves as the primary means of communication within the body of all animals, including domesticated species. Understanding the anatomy and function of the nervous system is critical in veterinary medicine, as it governs essential processes such as locomotion, sensation, cognition, and homeostasis. Comprising the central nervous system (CNS) and peripheral nervous system (PNS), the nervous system enables the coordination of reflexes and voluntary movements, facilitating interactions with the environment. Structural Organization: the CNS is composed of the brain and spinal cord, which are protected by the bony encasement of the skull and vertebral column, respectively. The brain varies significantly across species, reflecting adaptations to specific ecological niches and behaviors. For instance, the canine brain shows notable development in areas associated with olfaction, whereas the equine brain has adaptations for vision and balance, crucial for flight responses. The spinal cord serves as a conduit for neural signals between the brain and the peripheral nerves. It is organized segmentally, with spinal nerves emerging from specific regions. This segmentation corresponds to the vertebral column and is vital for diagnosing spinal cord injuries and diseases in animals. Each spinal nerve innervates specific muscle groups and areas of the skin, forming a somatic map essential for clinical examination and treatment. Neurons and Neuroglia: Neurons are the functional units of the nervous system, specialized for the transmission of electrochemical signals. In veterinary anatomy, it is essential to understand the structure of neurons, which includes the cell body, dendrites, and axon. Neurons can be classified into various types—sensory (afferent), motor (efferent), and interneurons—each playing distinct roles in reflex arcs and neural circuits. Neuroglia, or glial cells, provide support, nourishment, and protection for neurons. In veterinary practice, the role of glial cells in pathology is increasingly recognized, particularly in conditions such as neuroinflammation and neurodegeneration. For example, astrocytes play a crucial

Introduction
Assisted reproductive technology (ART) refers to treatments and procedures in the field of reproductive biology that are utilised to achieve pregnancy by artificial or partially artificial means.
Artificial insemination
Artificial insemination (AI) is the earliest form of assisted reproductive technology. The technology has been of immense relevance in enhancing production and health features through the appropriate use of better male animals, as well as in eliminating certain venereal illnesses.
• Semen collection: The man is typically allowed to mount a phantom during the process. In cattle, an artificial vagina is used)
• Semen evaluation: Evaluating semen is crucial before processing. The most basic semen evaluation involves examining the concentration, progressive motility, and morphological normality of the spermatozoa)
• Semen dilution, packaging and freezing: Following examination, the semen is ready for dilution and packaging. Spermatozoa require storage mediums that are particular to each species. After packaging, the semen dosages must be properly maintained until insemination. Cryopreservation is typically used for cattle.
• Insemination: Insemination should occur during the female’s oestrus, when she is receptive to copulation.
Multiple Ovulation and Embryo Transfer (MOET)
The main processes are to stimulate a donor female to create suitable embryos, then remove the embryos from her and transfer them to unmated recipient females at equivalent post-ovulatory reproductive phases, ensuring that the donor’s embryos are carried to term in the recipients’ uteri. Multiple ovulations are caused by superovulation or superstimulation, a procedure that increases the number of ovulations in a donor beyond what is normal for a given species. Embryos are recovered 6-8 days following the start of oestrus. Most embryos are transferred during the late morula or blastocyst stage.

The increasing global emphasis on sustainability and the circular economy has brought renewed focus to the valorization of agri-biomass and organic waste—the process of converting low-value, often discarded residues into highvalue products. Agricultural biomass, including crop residues such as straw, husks, and stalks, along with organic waste like food scraps, animal manure, and agro-industrial by-products, is both abundant and underutilized, particularly in developing regions. Traditionally, these materials have been disposed of through open burning, landfilling, or natural decomposition, all of which release significant quantities of greenhouse gases and contribute to environmental degradation. However, recent innovations in green technology and material science are transforming these waste streams into valuable resources. Through processes such as pyrolysis, fermentation, and biochemical conversion, agri-biomass and organic waste can now be converted into biochar, bio-based chemicals, and sustainable biomaterials. These products not only mitigate environmental harm but also create new economic opportunities across agriculture, industry, and the renewable energy sector. By leveraging these advancements, societies can significantly reduce waste, lower emissions, and accelerate the transition to a more sustainable and circular bioeconomy.

As the world faces mounting environmental challenges, resource scarcity, and the need to shift toward a low-carbon economy, sustainable waste management and alternative energy solutions are gaining critical importance. In this context, agri-biomass and organic waste valorization has emerged as a transformative area—addressing both the disposal of agricultural residues and organic waste, while enabling the generation of clean energy, bio-based materials, and high-value products.
Advanced Valorization Technologies
The field is rapidly evolving beyond traditional methods such as composting and combustion to adopt biochemical and thermochemical processes. Technologies like:
• Anaerobic digestion for biogas,
• Fermentation for bioethanol and organic acids,
• Pyrolysis for bio-oil and biochar,
• Gasification for syngas production,
Are increasingly supplemented by next-generation approaches like hydrothermal carbonization, microwave-assisted pyrolysis, and supercritical fluid extraction. These are tailored for India’s diverse agri-residues—rice straw,
sugarcane bagasse, coconut husk, and more—making them scalable across regions.
Importantly, these technologies now aim for value maximization, producing bioplastics, nutraceuticals, soil enhancers, and even sustainable construction materials.

Entrepreneur
The term “entrepreneur” originates from the French word meaning “to undertake” or “to do something.” It was first introduced by Richard Cantillon in 1755, who described an entrepreneur as an agent who procures factor services at fixed prices with the aim of selling the resulting product at uncertain future prices. Joseph Schumpeter later expanded the concept, portraying the entrepreneur as an innovator who fosters economic development by introducing new products, discovering new markets, sourcing raw materials, and establishing novel organizational structures within industries. Schumpeter emphasized profit as the outcome of innovation and a driving force behind economic growth.
Entrepreneurship
Arthur Cole defined entrepreneurship as a deliberate activity undertaken by an individual or a group to initiate, sustain, and enhance profit through the production or distribution of economic goods and services. Entrepreneurship also encompasses the ability to foresee investment and production opportunities, organize and manage enterprises to adopt new production methods, secure capital, hire labor, arrange raw material supply, identify suitable locations, implement innovative techniques, discover new resources, and appoint top-level managers for the daily operations of the business.
Successful Entrepreneurs’ Characteristic Features
Entrepreneurship and Small Business Development (NIESBUD), New Delhi, describes an entrepreneur as an individual who blends innovation, risk-taking ability, the capacity to recognize opportunities, the skill to mobilize resources, a drive for excellence, and persistent dedication to achieving goals.

A project network is a graphical representation of the sequence and interdependencies of activities or tasks in a project. It is used to plan, schedule, and manage projects effectively. Here are some key concepts and techniques related to project networks:
1. Project Network Diagram
• Activity-on-Node (AON): Represents activities as nodes and arrows as dependencies. For example, a node might represent a task, and arrows show the order in which tasks must be completed.
• Activity-on-Arrow (AOA): Represents activities as arrows and nodes as events. This method is less common than AON.
2. Techniques for Project Network Analysis
• Critical Path Method (CPM): Determines the longest path through the network, which defines the shortest possible project duration. The critical path identifies tasks that cannot be delayed without affecting the project’s completion date.
• Program Evaluation and Review Technique (PERT): Focuses on analyzing and representing the tasks involved in completing a project. It includes probabilistic time estimates (optimistic, pessimistic, and most likely) to account for uncertainty.
• Gantt Chart: A bar chart that represents the project schedule. Each bar represents a task, and its length represents the duration. It helps visualize the start and end dates of tasks and their overlaps.
• Precedence Diagramming Method (PDM): A technique for constructing project network diagrams. It involves defining the logical sequence of activities and their dependencies.
• Resource Leveling: Adjusting the project schedule to account for resource constraints, ensuring that resources are used efficiently without overloading.

1.1 Introduction
The rural economy has greatly benefited from dairy farming. In rural India, milk has become a substantial source of revenue. Dairy products, including milk, are vital components of modern diets. India holds the title of being the greatest milk producer and consumer globally. Together with native cattle, crossbred cattle, and water buffalo, it also has the biggest dairy herd. Since 2000, there has been a steady and substantial annual growth rate of 4.2 percent in both milk production and consumption. Additionally, second, respectively, in terms of population (GoI, 2014). It accounts for around 25% of the global bovine population. India has emerged as the leading global producer of milk, with a remarkable production of over 155.5 million tonnes during the 2015- 16 period. This translates to a per capita availability of 337 grammes per day, according to the Government of India (GoI, 2017). Dairy farming serves as a primary means of subsistence for more than 100 million individuals. A significant percentage of small-scale livestock keepers lack access to land, and the prevalence of rural landless households is expected to rise due to the continued subdivision of land holdings. Livestock are increasingly vital for the income of smallholder and landless farmers. These initiatives have positively impacted the farmers’ food production, nutrition security, and household income. Additionally, they have played a crucial role in creating employment opportunities in rural areas.

9.1 Introduction
The term “pasteurisation” is derived from the Frenchman Louis Pasteur, who demonstrated that the preservation of wine was enhanced by heating it to a temperature of 122 to 140 °F, which eradicated spoilage organisms. This occurred between 1860 and 1864. The utilisation of this procedure resulted in the development of a new term, “pasteurisation,” which rapidly acquired popularity in the field of technology. Although Louis Pasteur was a pioneer in the discovery of the use of thermal treatment to preserve wine, the process of pasteurising milk was initially attributed to Dr. Soxhlet of Germany in 1886.

9.2 Heat treatment of milk
In the context of market milk, pasteurisation is currently defined as the process of heating each component of milk to a minimum of 63°C for 30 minutes, 72°C for 15 seconds, or any other temperature and duration that achieves the same level of effectiveness. Equipment that has been certified and functions properly is required for this process. The milk is promptly chilled to a temperature of 5°C or lower after the pasteurisation procedure.

21.1 Introduction
Khoa, as well as mawa or khava, is a partially dehydrated whole milk product that is produced by perpetually heating milk in a karahi over a direct fire while stirring and scraping it with a khunti until it reaches a semi-solid consistency. The pan is removed from the fire once the desired consistency is obtained, and the contents are transformed into a solid mass known as khoa pat. “Khoa is produced by rapid drying cow, buffalo, goat, or sheep milk, or a combination thereof, and must contain a minimum of 20% milk fat.The product is produced by heat desiccating milk to 65–69% solids in an open pan. Khoa has been utilised as a foundation for Indian desserts for centuries. Milk traders and halwais prepare it according to the conventional procedure. You typically require five times the amount of milk content.

21.2 Classification
There are three primary varieties: “pindi” for burfi, “dhap” for gulab jamun, pantooa, and other delicacies, and “danedar” for kalakand. Khoa production has been the most straightforward technique of preserving milk produced in rural areas during the flood season. Pindi, dhap, and Danedar are the three primary varieties of khoa that are prepared throughout the country. Khoa is the foundation for a diverse array of Indian delicacies, such as gulab jamun and other dishes.

26.1 Introduction
Developed nations’ packaging sector has achieved great advancement. The advent of innovative marketing strategies such hyper markets and selfservice outlets has pushed the packaging technologies in these nations to unprecedented heights. The evolution of appliances and packaging tools as well as the introduction of fresh and better packaging materials has happened holistically. In nations like India still in development, packaging is still in its infancy. Packaging any product is the arrangement of the most appropriate containers and components to safeguard, move, label, and identify any good.
26.2 Packaging
Packaging is putting an item into a protective wrapping or container for use or storage. The package serves three purposes: it stores, shields, and merchandising tool. For the safe delivery of the product through the several phases of manufacturing, storage, transportation, distribution, and marketing, it is a necessary link between the manufacturer and ultimate customer. Fresh, sound and easy form of milk delivery depends on protective packaging to minimise losses and withstand the challenges of climate change, transit, handling etc.
1. To contain the product: The package should be big enough and built with suitable elements to stop spoiling and leaks. It should be sturdy enough to withstand handling, shipping, and storage difficulties as well as closely matched with the product.
2. To protect the product: Packaging seeks to protect the product from microbiological activity, heat, light, moisture, oxygen, evaporation, etc., therefore preventing contamination, loss, damage, or degradation.
3. To help in selling the product: Easy dispensing, reclosure, disposal, and possible reuse should be made possible by the packaging form, therefore helping the marketability of the product.

Weather parameters, such as temperature, humidity, rainfall, and wind, play a significant role in the epidemiology of viral diseases in crops. Viral diseases, caused by viruses that infect plants, can have devastating effects on crop yields and quality, leading to significant economic losses for farmers and the agricultural industry. The impact of weather parameters on viral diseases is complex and multifaceted. Weather conditions can influence the spread of viruses, the survival and multiplication of virus vectors, and the susceptibility of plants to virus infection (Fig. 9.1). Understanding the relationships between weather parameters and viral diseases is essential for developing effective disease management strategies and mitigating the impacts of viral diseases on crop productivity. Fig. 9.1. Yellow Leaf Curl Viral disease of Tomato Temperature, for example, can affect the replication and transmission of viruses, with optimal temperatures varying depending on the specific virus, its vector and host plant. Humidity and rainfall can influence the spread of viruses by affecting the movement and behavior of virus vectors, such as insects and nematodes. Wind can also play a role in the spread of viruses by dispersing virusinfected pollen and insects. This chapter will explore the effects of weather parameters on viral diseases in crops, with a focus on the relationships between temperature, humidity, rainfall, wind, and viral disease epidemiology. By examining the complex interactions between weather parameters and viral diseases, we can gain a deeper understanding of the factors that contribute to the spread and impact of viral diseases in crops, and develop more effective strategies for managing these diseases.

Weather forecasts play a crucial role in disease control measures for crops. By providing advance warning of favorable conditions for disease outbreaks, weather forecasts enable farmers to take proactive measures to prevent or mitigate the impact of diseases on their crops. This approach is particularly important in modern agriculture, where crop diseases can have devastating effects on yields and quality. The relationship between weather conditions and crop diseases is complex, with factors such as temperature, humidity, rainfall, and wind direction all playing a role in the development and spread of diseases. For example, high humidity and rainfall can create ideal conditions for fungal diseases, while warm temperatures and dry conditions can favor the development of bacterial diseases.By analyzing weather forecasts, farmers can identify periods of high disease risk and take steps to protect their crops. This might involve applying fungicides or bactericides, adjusting irrigation schedules, or implementing other cultural controls to reduce the risk of disease outbreaks (Fig. 12.1). In recent years, advances in technology have improved the accuracy and availability of weather forecasts, making it easier for farmers to access the information they need to make informed decisions about disease control.Additionally, the development of predictive models that incorporate weather data, crop phenology, and other factors has further enhanced the ability of farmers to anticipate and manage disease outbreaks . Overall, the use of weather forecasts in disease control measures is a critical component of integrated disease management (IDM) strategies, which aim to minimize the economic, environmental, and social impacts of crop diseases. By leveraging advances in weather forecasting and predictive modeling, farmers can reduce their reliance on chemical controls, promote more sustainable agricultural practices, and improve the overall health and productivity of their crops.

The word “Veterinary” has originated from Latin “veter?n?rius” concerning draught animal and “Medicine” from Middle English, Middle French, Old French and Latin words meaning “healing”. Veterinary medicine is the offshoot of the medicine dealing with the diagnosis, treatment and prevention of diseases/disorders of all animal species including domestic, wild and exotic, companion, draught and pack animals. CONTRIBUTION OF VETERINARY MEDICINE • Reduction in number of cases of tuberculosis and brucellosis in human. • Development of safe and effective vaccines to prevent and control of animal diseases such as Rinderpest, Foot and mouth, Hemorrhagic septicemia, Black quarter,  Pox, Parvo, Distemper,

Medication refers to administration of drugs. The route, dose and frequency of the drugs administration is most important in providing health care and welfare of the animals. Wide range of body size and their weight in animals and rearing practice makes the treatment and drug administration strategies a bit complex. Because of this complexity wide range of drug formulary and drug delivery strategies has been developed in animals for health care. Route of drug administration varies from oral administration, parenteral administration to local application on skin and mucus membrane. Similarly forms of the drugs varies from liquids, semisolids to solids for oral administration; from clear solution, suspension, emulsion to powder for parenteral administration; and from powder, cream, paste, suspension, ointment, solutions to emulsifiable concentrates for local application. Oral Administration of Drugs All three forms of drugs viz. liquids (solution, emulsion, suspension), semisolids (paste), and solids