tea tourism in north east india · eralisation and organised retail sector are the catalysts to...

VOL. XXXIX NO. 4 PAGES 32 NEW DELHI 26 APRIL - 2 MAY 2014 ` 8.00

CAREER OPPORTUNITY IN PACKAGING INDUSTRYDr. Tanweer Alam

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IntroductionNorth East India is land of enchantingnatural beauties. The hills, rivers,forests, waterfalls and the wildlife offerreasons for tourists to visit this part ofIndia. The North East India is alsofamous for tea gardens. Tea was dis-covered in Assam for the first time inthe year 1828 by two British travelersRobert and Charles Bruce. Since thentea has become an integral part of theeconomy of North Eastern States. Teabelt in North East India starts fromDarjeeling, Dooars and Terai stretchingto Assam and beyond.The Dooars region lies in theHimalayan foothills. It has rich tropicalforests with varied hill streams amidsta green carpet of tea gardens. Thename ‘Dooars’ is derived from ‘doors’as the region is regarded as the gate-way to North East India. The total teaarea in Dooars and Terai is 97,280 haand the production of tea is approxi-mately 216 million kg. It is said that theeconomy of Dooars hinges on 3Ts(Tea, Tourism and Timber.)Another place of significance in theNorth East India in terms of tea cultiva-tion is Darjeeling. It grows one of themost exclusive varieties of tea in theworld. Darjeeling tea is amber colouredwith delicate flavor referred to as ‘mus-catel’. It is also described as ‘flowery’sometimes. Darjeeling has a total of

17,820 ha of tea cultivation producingapproximately 9.8million tea. If we gofurther east we get the land of onehorned Rhino ‘Assam’. Assam or Axommeans ‘one that is without equal’ andthat is how it is in terms of tea cultiva-tion. Assam produces full bodied brighttea liquor. Tea is grown in 3,12,210 haarea with production capacity of 507million kg. The largest tea researchcenter of India is located at TocklaiJorhat Assam. Assam is the singlelargest tea growing region in the world.Prospects of tea tourismTea Tourism is a contemporary con-cept researched and talked aboutsince the beginning of the 21st century.Research by Jolliffee in 2007 definedtea tourism as ‘tourism that is motivat-ed by an interest in the history, tradi-tions and consumption of tea’. Shethen defined tea tourists as ‘a touristexperiencing history, culture and tradi-tions related to the consumption oftea’. Tea tourism is a wonderful recre-ational experience to the tourist. Thetea gardens, the process of tea pluck-ing, the cultural festivals of the teatribes the stay at the luxurious tea bun-galows provides a unique tour experi-ence. Tea tourism is already popular incountries like China, Srilanka andKenya . It is now catching up in India.There are air strips and helipads main-tained by tea garden management

which can be used to design an attrac-tive tea tourism package.Initiatives to promote tea tourism Tea tourism has become the buzz wordin promoting the tourism for North EastIndia. Tea estates as well as the gov-ernment are planning to develop addi-tional facilities inside the tea garden toattract tourists which can help in gen-erating additional revenue. The stategovernments of West Bengal andAssam are working towards creatingthe necessary infrastructure for teatourism. They are re-organizing to cre-ate the best tourism infrastructure atalmost all destinations, including ruralareas. The North Eastern Council andMinistry of DoNER, has developed anintegrated tourism master plan for theregion. The 10-year plan was preparedwith tourism infrastructure andresources analysis, tourist survey andmarket analysis leading to formulationof tourism strategy and tourist circuit.The highlights of the plan to promotetourism by the West Bengal govern-ment are as under:-1. The term “tea tourism” will broadlyinclude the overall experience oftourists in the midst of a tea garden orestate, staying in a heritage bungalow,at a home-stay feeling in a tea-villageor in a modern resort. Trekking in thenatural beauty of a lush tea garden,undertaking a tea-testing session, visit-

ing a modern tea factory and even try-ing one’s hand at plucking tea leavesare all within the idea of “tea tourism”.2. Individual tea gardens will beallowed to exploit tourism potentialsubject to the following conditions:a.) The tea garden company must bewilling to undertake tea tourism.b.) Both in the plains and hills, landmeant for tea tourism will be limited to5 acres. In the plains, civil constructionshall be done in an area not exceeding1.5 acres while in hills it will be limitedto only 1.00 acre. The remaining areashould be kept open for landscapingand other beautification work.c.) If the companies owning tea gar-dens want to undertake tea tourismthemselves in their names, no resump-tion under sub-section (3) of section 6of the West Bengal Estates Act, 1953,will be required. But if they want to doit in a new name, resumption will berequired and salami and land revenueat commercial rates will have to bepaid.d.) For a joint venture company i.e.between the existing tea company andanother company, resumption will berequired along with a fresh lease.Salami and land revenue at commer-cial rates will have to be paid. Further,the tea garden company should have amajority share in Joint VentureCompany.

PROLOGUEDuring pre-historical era people huntedfor food and soon they realized thatthey could keep their food longer if theyprotected it. Therefore, they madepockets out of large leaves and animalskin and kept water in containers madeout of coconut shells and dried skins ofvegetables. Gradually, packaging cameinto existence to take care of consumergoods, medicine and food and packag-ing was introduced in the year 1875 byMr. Henry J. Today, virtually everythingwe use needs packaging. POTENTIAL OF INDIAN PACKAGINGINDUSTRYThe Indian packaging industry is cur-rently $ 18.8 billion with a growth rate ofabove 12.36% per annum more thantwice the global average while our GDPgrowth was 8.5%,. Not only is theindustry growing rapidly but it is alsocreating lucrative jobs for those whofind a career in it. India's Rs 65,000crore packaging industry is expected togrow at 18-20% to reach Rs 82,500crore by 2016. The sales turnover ofthe Indian packaging industry is expect-ed to reach $ 43.7 billion by 2016India's per capita consumption of pack-aging is only 4.3 kg per person perannum, as against Germany's 42 kgand China's 20 kg, which is very lowcompared to global standards.Initiatives are needed to convert thelarge unpacked commodities into

processed and packed and well-pre-sented commodities. India's imports at20-25% with a value of $ 125 million ofits total packing machinery indicate fur-ther opportunities not only for Indiancompanies to increase their share indomestic market but also forInternational companies to explore newbusiness opportunities in India. The food and beverage and pharma-ceutical segments occupy the largestshare in the packaging industry,accounting for 85 per cent and 10 percent, respectively. The plastic packag-ing market is expanding rapidly regis-tering a growth of 20-25 per cent perannum and is valued at 6.8 milliontonne while the paper packaging indus-try stands at 7.6 million tonne. Thepackaging industry is poised to growrapidly led by the increasing use ofinnovative packaging equipments andthe rising flexible packaging market.Of the total, paper packaging aloneconstitutes 7.6 million tonne. In fact,40% of the total paper production goesfor packaging. Plastic packagingcomes next at 6.8 million tonne andgrowing at 20-25%, whereas glasspackaging contributes to 4-5% andmetal 8%. Fact and Figure about Packaging: Inthe route of advanced technology

The Indian packaging industry, grow-ing at an annual rate of more than 12-15 per cent, is valued at $ 15.6 billion(INR 85,000 crore).

In the next five years, the sector isexpected to triple to around $ 60 bn.

The net profit of the packagingindustry spurted 104.5 percent duringQ3 FY08, against a growth of 29.5 per-cent in the December '06 quarter.

The large growing middle class, lib-eralisation and organised retail sectorare the catalysts to growth in packag-ing.

More than 80 percent of the totalpackaging in India constitutes rigidpackaging. The remaining 20 percentcomprises flexible packaging.

There are about 600-700 packagingmachinery manufacturers, 95 percentof which are in the small and mediumsector located all over India.

Indian packaging machinery importsare $ 125 million.

The import (customs) duty for pack-aging machinery is 25.58 percent for2007-08.

Germany and Italy are the latestsuppliers of packaging machinery toIndia but focus is now shifting onTaiwan, Korea and China.

Indian packaging machinery exportsare rapidly growing.

India's per capita packaging con-sumption is less than $ 15 againstworld wide average of nearly $ 100.

The total demand for paper is esti-mated to be around 6 mn tones, ofwhich about 40 percent is consumed bythe packaging industry.

Continued on page 32

Continued on page 32

TEA TOURISM IN NORTH EAST INDIADr. Sarmistha Sarma

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Laminated products including form-fill-seal pouches, laminated tubes andtetra packs are growing at around 30percent p.a.

The flexible packaging market hasoverridden the convectional rigidpacking and accounts for a share of 22per cent in the Indian packaging indus-try. Flexible packing offers more pro-tection, convenience, saves raw mate-rial and is economical.

The food packaging equipmentmarket is valued at Rs. 3, 558 millionand is flourishingBROADER CONCEPT OF PACKAG-ING TECHNOLOGYPackaging is heavily integrated intoour day to day lives and we see itaround us. Packaging is the technolo-gy, science and art of enclosing or pro-tecting products for selling, using,storing and distribution. Packagingalso refers to the process of produc-tion, evaluation and designing of pack-ages. Packaging encompassesnumerous disciplines from science,Technology and engineering to print-ing, marketing and graphic design.Broadly, the areas cover design, man-

ufacture and marketing. Packagingtechnology offers multi-disciplinarycareers and requires specializedknowledge of the materials, process-ing, design, quality, and environmentaltrends. A packaging technology guidesabout right packaging material andright shape from the preservation aswell as production point of view basedon his/her knowledge of chemical andmechanical engineering. Designersand artists who can innovate anddesign attractive eye catching packag-ing that stands out on the shelf arealways in demand. Is it used for sever-al purposes like:

Colorful designing and carryinginformation that make attractive dis-plays

Facilitating transportation and stor-ing of products

Protection of products from con-tamination from theft and environmen-tal damages

Defining the amount of content in apackINDUSTRIAL NEED OF PACKAGINGTECHNOLOGYPackaging professionals are in greatdemand in packaging industries and itis highly desirable that the executive incharge of packaging must either know

or have access to technical knowledgeon the methods and materials for con-struction of packages. The courses inthe field of packaging combines manyskills pertaining to packaging of plas-tic/wood/glass and textiles and materi-als, machines and marketing consid-ered for packaging. There are some600 to 700 packaging machine manu-facturers, 95% of which are in smalland medium sector and located allover the country.JOB OPPORTUNITIESIt's not only Indian B-schools and engi-neering colleges that are on the radarof international academic community.Packaging institutes, too, are attract-ing similar attention. There are morethan 35000 packaging units through-out the country and most of them areunorganized and lack of skilled manpower which requires on an average3000 packaging professionals annual-ly. There is great demand of packag-ing professional worldwide. Graduatesin any science stream or engineeringand technology background canchoose packaging as career.Packaging professionals are offeredjobs in the areas of production, pur-chase/marketing and R&D in leadingpackaging industries including MNCs

with a good remuneration. The Indianpackaging industry growing more thandouble rate of global average but it isalso creating lucrative jobs for thosewho find a career in it. There is alsopositive trend in pharmaceutical andFMCG companies also hiring packag-ing professionals. In the current sce-nario, packaging companies bothlarge and small are looking for Indianpackaging professionals who canbring value to their products and incor-porate higher levels of technology.After implementation FDI in retailchain there will be tremendous jobopportunity in packaging.COURSE OFFERED BY INDIANINSTITUTE OF PACKAGINGOnly few institutions are offering pack-aging course and Indian Institute ofPackaging is one of the pioneerInstitute in this field of packaging. TheIndian Institute of Packaging (IIP)established by the Ministry ofCommerce and Industry, Govt. of Indiais based in Mumbai with branches inDelhi, Chennai, Hyderabad andKolkata.Dr. Tanweer Alam, Joint Directorand Regional Head, IIP Delhi

e.) No outside entity will be allowed.f. No land under actual tea plantationis to be used for tea tourism and underno circumstances area under tea plan-tation should be reduced.g.) Tea gardens can make use of exist-ing guest houses/bungalows with nec-essary renovations if required for tem-porary accommodation of tea tourists.

h. Any new civil construction will haveto be done under the technical guid-ance and vetting of an ExpertCommittee of engineers and architectsto be selected by the Tourism depart-ment in consultation with tea associa-tions and the Tea Board. The civil con-struction will be eco-friendly and build-ings so constructed will be limited totwo-storeys. The projects should beself-contained in terms of water andsanitation and should not result in

additional loads on the environment.i. The Tourism department will developthe Detailed Project Report (DPR)check list for submission of a formalproposal for tea tourism. The DPR oftea tourism projects in the prescribedformat is to be submitted to the DistrictMagistrate & Collector who in turnafter necessary verification will send itto the convener of the ScreeningCommittee to be constituted by theGovernment.

Conclusion:With the initiatives listed above, teatourism is bound to prosper. Besidesthis would also help in developing theemployment avenues for the peopleof the North Eastern States andimproving its rural economy.Dr Sarmistha Sarma, Associate Professor,Department of ManagementInstitute of Innovation In Technologyand Management (Affiliated to GuruGobind Singh Indraprashtha University),E-mail:- chiefeditor@cpmr.org.in

CAREER OPPORTUNITY IN...Continued from page 1

TEA TOURISM IN NORTH...Continued from page 1

The President of India Sh. Pranab Mukherjee has appointed Justice G. Rohini, senior-mostJudge of the Andhra Pradesh High Court the first woman Chief Justice of the Delhi High Court.Justice Rohini will be the 10th woman judge in the Delhi High Court. Justice Rohini (58), whohails from Visakhapatnam in Andhra Pradesh, will have four-year tenure as Chief Justice. Thesenior-most judge of the Supreme Court, Justice R.M. Lodha has been appointed as the 41stChief Justice of India. He will succeed present CJI P. Sathasivam, who retires on April 26.United Nations Educational Scientific and Cultural Organization will be sending a team ofarchaeological experts in June to examine the heritage sites in New Delhi and Shahjahanabadand decide on according Delhi the status of world heritage city.In another fortnight, India will be conducting one of the most complex interceptor missile tests.For the first time a state-of-the-art interceptor missile at supersonic speed will seek to engageand destroy an incoming target missile at a very high altitude of 120-140 km over the Bay ofBengal. Entirely new interceptor and target missiles have been developed by scientists of theDefence Research and Development Organization (DRDO) for the upcoming engagement, tobe conducted in exo-atmosphere (altitude above 40-50 km) on April 27 or 28.Global commerce is set to grow by 4.7 per cent this year, the World Trade Organization said on14th April, with recovery in rich economies expected to mitigate risks in developing nations. TheWTO previously had forecast that trade would expand by 4.5 per cent in 2014, up from an esti-mated rate of 2.1 per cent in 2013. So, the latest forecast points to substantially more than adoubling of the growth achieved last year.The Government has appointed Admiral RK Dhowan PVSM AVSM YSM ADC as the Chief ofthe Naval Staff. He has commanded frontline warships INS Khukri, INS Ranjit, INS Delhi andserved as Chief Staff Officer (Operations) Headquarters Western Naval Command. He has alsoserved as Indian Naval Adviser at the High Commission of India, London. He has commandedthe Eastern Fleet as Flag Officer Commanding Eastern Fleet and served as Chief of Staff atHeadquarters Eastern Naval Command, Visakhapatnam. He also has the distinction of com-manding the prestigious ‘National Defence Academy’, his alma mater as the Commandant.61st National Film Awards for the year 2013 announced : Best Feature Film - Ship of Theseus,Best Popular Film - Bhaag Milkha Bhaag (Hindi), Best Director - Hansal Mehta, Shahid (Hindi),Best Actor (Shared) - Shahid (Hindi), Suraj Venjaramoodu & Raj Kumar, Perariyathavar(Malayalam), Best Actress - Geetanjali Thapa, Liar’s Dice (Hindi), Best Supporting Actor -Saurabh Shukla, Jolly LLB (Hindi), Best Supporting Actress (Shared) - Amruta Subhash, AidaEl-Kashef & Astu (Marathi), Ship of Theseus, Best Non-Feature Film - Rangbhoomi (Hindi),Best Director (Non-Feature) - Pranjal Dua, Chidiya Udh, Best Book- Cinema Ga Cinema(Telugu), Best Film Critic- Alaka Sahani (English).The Sangeet Natak Akademi Fellowships and Sangeet Natak Akademi Awards for 2013 weregiven by the President at a function in Rashtrapati Bhavan on 11th April. Akademi Ratna, theFellowship, was conferred on Dr. Kanak Rele, R. Sathyanarayana, and Mahesh Elkunchwar.The Fellows received a cash purse of Rs. 3 lakh. The awards for overall contribution and schol-arship in the performing arts were presented to Mysore V. Subramanya and N. Ramanathan.The 45th Dada Saheb Phalke Award will be to veteran film lyricist and director Gulzar for hisoutstanding contribution to the growth and development of Indian cinema. The award includesa Swarn Kamal (golden lotus), cash component of Rs. 10 lakhs and a shawl.

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