Helsinki Diaries

Living on the Edge

A Tryst with Tradition

Exploring Finland’s capital city

Fitness with adventure sports

Raghurajpur, Odisha’s art hub

Cover Story

The Yellow Brick RoadGold-based investments to consider

Priority PagesOctOber - December 2012 | VOlume 43

1 OCT-DEC 2012

Editorial DESK

Dear Priority Customer,We are delighted to announce that Priority Pages has been revamped! Yes,

your favourite quarterly magazine now has more pages, more content, and a totally new appearance. All this is in major part owing to your unending support, which helps us bring out the best, issue after issue. We are extremely grateful to you for that.

This quarter is special in another way as well: it marks the commencement of the joyous festive season, which we all look forward to every year. Considering this is the time when a good number of Indians deem it auspicious to invest in gold, we have come out with our Cover Story based on similar lines, which elaborates on how to make your investment in the yellow metal fruitful and profitable.

The festive fervour is also captured in many of the other articles. While ‘Travel’ takes you on a special Christmas trip to Helsinki in Finland, ‘Food’ makes you taste some exotic desserts from various parts of the world. Moreover, ‘Wellness’ unravels the benefits of adventure sports on the mind, body, and soul; ‘At Work’ shows you how to make the most of your creative cogs; and our ‘Profile’ piece is devoted to young swimming star Michael Phelps, who recently announced his retirement from the sport.

To make your reading experience all the more interesting, we have introduced some new sections. ‘Innovation’ offers a peek into exceptional inventions — in this issue you get to learn about Clocky, better known as the ‘alarm clock on wheels’. ‘India Files’ explores the economic, social and cultural aspects of our country, and this time we take you to the crafts village of Raghurajpur, Odisha. And, ‘Enterprisers’ — which, as the name suggests, is dedicated to exemplary business ventures and entrepreneurs — traces the journey of travel portal Mygola.com. We have also included a ‘Books’ and a ‘Tarot’ section.

Hope you enjoy the new look and content.

Priority Pages Editorial Team

Executive Editor and Publisher Maneck DavarEditorial Priyanka Agarwal, Dishina UttamchandaniArt Director Minaal G. PednekarSenior Designer Namrata D. ShelarGraphic Designer Prachi Bhide-Kulkarni, Sunil KadamDigital Imaging Ninad Jadhav, Rohit Nayak, Tulshidas

Chief EditorsA. K. Gupta

Shilpa Singh

Disclaimer: The views and opinions expressed or implied in the magazine are those of the authors and do not necessarily reflect those of the directors, employees or any other individual directly connected with the company and its group of companies. The transparencies that are sent in are at the owner’s risk and the publisher accepts no liability for loss or damage. Material in this publication may not be reproduced, whether in part or whole, without the written consent of both, Axis Bank and Spenta Multimedia.

The in-house ‘Priority Pages’ is a quarterly magazine of ‘Axis Bank’: Axis House, Bombay Dyeing Mills Compound, Pandurang Budhkar Marg, Worli, Mumbai 400 025. Published and printed by Spenta Multimedia at Peninsula Spenta, Mathuradas Mill Compound, N. M. Joshi Marg, Lower Parel, Mumbai 400 013. Tel: +91-22-24811010; Website: www.spentamultimedia.com.

DO moreMoney Talk 04

Cover Story The Yellow Brick Road 07

Food Strange but Sweet! 10

Innovation Running with Time 12

Travel Helsinki Diaries 14

BE moreWellness Living on the Edge... 18

Books 21

At Work A Creative Boost 22

Tarot 24

ACHIEVE moreProfile The Golden Boy of the Pool 26

India FilesA Tryst with Tradition 28

EnterprisersRedefining Travel 30

NEWS The Axis BankDream Home Festival 32

Contents VOLUME 43 | October – December 2012

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Exchange-Traded Funds (ETFs)

By Axis Bank Investment Advisory Group

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A n ETF is a security that tracks an index, a commodity, a sector, or a basket of assets such as an index fund, but trades

like a stock on an exchange. An ETF experiences price changes continually throughout the day, as it is bought and sold (traded) in real time. ETF as an investment product was introduced in the U.S. in 1993, with SPDRs (tracking the S&P 500) being the first listed ETF on the American Exchange.

Benefits of Etfs• As ETFs are traded on the stock

exchange and can be bought/sold on a real-time basis throughout the day, thus providing flexibility, they tend to have a lower tracking error as compared with index funds.

• ETFs can be bought/sold easily like any other stock on the exchange through terminals across the country.

• ETFs provide diversification to investors with exposure to multiple underlying securities and broad segments of markets, as they cover a range of style and size spectrums.

• ETFs tend to be more cost-effective vis-à-vis comparable mutual funds, as the expense ratio is lower.

• Investors can use ETFs for strategic asset allocation (core holdings) and tactical asset allocation as a reflection of their short-term investment goals.

• As ETFs are liquid, investors can also participate in the market while deciding where to invest the funds for the longer term, thus avoiding potential opportunity costs.

ETFs tend to have a lower tracking error as compared with index funds.

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Caveats for Etfs• ETFs merely track the performance of

the underlying units and do not attempt to outperform the index.

• Although the liquidity of ETFs matches the liquidity of the tracking index, their own trading volume is a factor that needs to be considered. With the emergence of new types of ETFs in the market, there are quite a few not-so-liquid ETFs having large differences between ask and bid prices.

• Dividend cannot be reinvested automatically. Secondly, brokerage may have to be paid to reinvest dividends in ETFs, whereas dividend reinvestment in MFs is automatic and with no entry load.

• Investors need to have a demat and a trading account with a SEBI-registered stockbroker for investing in ETFs.

Etfs in IndiaETFs have revolutionised the investment

industry in recent times due to their simplicity, low costs, and ease of use. India’s journey started with the erstwhile Benchmark Mutual Fund (now Goldman Sachs Mutual Fund) launching the first ETF called Nifty BeEs in 2002.

Today, there are 34 ETFs in the MF industry, of which 19 are Equity ETFs, 14 are Gold ETFs, and one is a Liquid ETF. The total AUM managed by ETFs in India is close to ̀ 12,349 crore as of August 2012, of which 87 per cent belongs to Gold ETFs. The AUM in Gold ETFs has increased by 81 per cent to `10,086 crore in June 2012 from `5,568 crore in June 2011.

Growth of ETFs in India

Source: AMFI website, GSAM Average AUM for the Quarter. For December 2010, December 2011, and August 2012, amount is Average AUM for the Month.

The various types of ETFs available in India include:

Gold Etfs: Gold-backed ETFs are regulated

financial products that are designed to provide investors with exposure to the price performance of spot gold bullion. These ETFs offer a cost-efficient, secure way of participating in the gold bullion market without the necessity of taking physical delivery of gold.

Equity Index Etfs:An Equity ETF is a basket of stocks that

reflects the composition of an index such as S&P CNX Nifty and BSE Sensex. The ETFs' trading value is based on the net asset value of the underlying stocks that it represents.

Liquid Etfs:Liquid ETFs are funds whose unit price

is derived from money market securities comprising government bonds, treasury bonds, call money market, etc.

The fund seeks to deliver reasonable market-related returns with lower risk and higher liquidity through a portfolio of debt and money market instruments.

An ETF is a unique investment vehicle that combines some features of mutual funds with some of the features of individual stocks. ETFs have seen substantial growth over the years, as they help achieve diversification and benchmark returns and provide access to multiple assets and real-time asset allocation at a low cost.

7 OCT-DEC 2012

Do more COVER STORY

The Yellow Brick RoadGold prices in India are witnessing an unprecedented rise these days. Here’s a look at some unconventional instruments that will help you profit while investing in gold.

By Arthur Candillac

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Buying gold Coins from Banks?Do bear the following points in mind: • Thepricesatwhichgoldcoinsand

mohurs are sold in banks are determined on the basis of daily market rates.

• Incaseyouareacustomerofabankthatsellsgoldcoins,thepaymentcanbemadeincashordebitedfromyouraccount.Youcanalsoswipeyourdebitorcreditcard.Mostimportantly,youwillbeaskedtofilloutanapplicationform.

• Certainbanksallowevennon-customerstopurchasegoldcoinsfromthem.

• Anumberofbanksrelieveyoufromfurnishinganydocumentationifyourpurchaseiswithin`20,000.However,youmay need to display an identity proof if yourpurchaseexceedsthisamountbutis within `50,000.Ifthetransactionvalueis more than `50,000,youmayneedtoshowyourPANCardalongwithanotherproof of identity.

W e love gold. The yellow metal has always enjoyed pride of place in the Indian home. Be it Diwali,

Akshaya Tritiya, a wedding, or even the smallest festivity, gold forms an important part of our shopping budget. According to various research reports, nearly 18,000 tonnes of gold in the form of jewellery are easily available in Indian households. Yes, nearly 18,000 tonnes!

A major reason why many Indians prefer buying gold is the level of comfort they feel with it as an investment option. And why should we stop buying gold! It’s tangible, easily available, and certainly safer than shares or other market-linked forms of investment. Stocks may rise or fall, but gold prices, most of the time, are relatively less volatile. The lure of gold makes it desirable for all types of investors across various risk profiles. Moreover, gold has been the ideal hedge for inflation and it safeguards against the effects of exchange-rate fluctuations.

Lately, the value of gold has been increasing exponentially, and according to many gold experts and analysts, this

is expected to rise further. At the time of going to print, it sat at `30,990 for 10 grams of gold and is expected to touch new highs in the short to medium term.

In India, most of us get our gold in the form of jewellery, bank coins, World Gold Council (WGC) coins, bullion bars, or gold exchange-traded funds (ETFs). Some of these investments have certain disadvantages — for instance, in case of most jewellery stores, you may receive lesser premium than the market price. And let’s just forget bullion bars — they are too expensive for most of us. Also, gold held in any form does not provide you with current income. Added to this, you may even face a storage problem for the physical asset.

So here are three options that can help you generate live income and procure more gold, eschewing the inconveniences of the traditional methods.

Gold CoinsGold coins are one of the least risky ways

of holding gold in the physical form and also adding diversity to your investment portfolio. You don’t necessarily need a huge sum of money for purchasing them; small amounts will do, as the coins are available in multiple gram denominations. Another advantage of purchasing gold coins is that they can be stored and, if required, converted into jewellery in the future. This proves to be a major boon if gold prices shoot up frequently.

You can buy gold coins from a jeweller, a post office, or from a bank. Banks are indeed one of the safest and most trustworthy places to purchase gold coins from, as they assure you of the purity of the metal by providing certificates. Gold coins and mohurs are generally available

9 OCT-DEC 2012

mutual funds and gold

• InIndia,therearenotmanylistedgold-miningcompanies,soitwouldbedifficultforyoutoinvestinthestocks ofsuchcompanies.However,youcaninvestinstocksofinternationalgold-miningcompaniesthroughthemutualfund route.

• Ifyoudon’thaveademataccount,whichisnecessaryforyoutoopenanETF,youcouldinvestinETFsthroughgoldfundoffunds,whichareavailablewithmanyfund houses.

Gold ETFs help you plan for future requirements, like your child’s marriage.

there in the purest form possible, with some of them even certified as 24 carat and 99.99 per cent pure gold.

Gold ETFsGold ETFs allow you to buy gold

in the electronic form and give you returns that closely correspond with the actual domestic price of gold. They help you purchase gold with ease, as you are allowed to buy it in the form of ‘units’ — like with mutual funds — and can easily control your purchase based on your budget.

This enables you to build on your gold portfolio and take it to the level you want. Besides, gold ETFs help you plan for future requirements, like your child’s

marriage. The other big advantage of gold ETFs is that they are devoid of any risk of theft or storage costs, as they are held in demat or paper form. Also, they can be sold across India. Moreover, there are plenty of tax benefits — no sales tax, VAT, or securities transaction tax is applicable on gold ETFs.

Gold Futures In August 2012, the prices of gold

futures reached an all-time high of ̀ 31,029 per 10 grams, following a strong trend in the overseas markets. However, you should enter this zone only if you understand the nitty-gritty of futures and options. The advantage, though, of investing in futures is that they also do away with the tedium and cost of storage and settlement.

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Strange but Sweet!Let the timid eat vanilla and butterscotch; we’ve got something a little more adventurous coming your way…

By Freyan Patel

Bacon-maple cupcakes Avocado ice cream

Tavuk Gögsü Martabak

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L ove chocolate cake but longing for something a little different? If you’re tired of run-of-the-mill desserts, check out this list of

delightful culinary oddities that will whet your appetite for the unusual.

Tavuk GögsüA dish dating back to the Ottoman

Empire, and now a signature dessert of Turkey, Tavuk Gögsü may look regular, but if you glance at its list of ingredients, you’ll realise it’s anything but. Here’s what goes into it: rice flour, sweetened milk, cinnamon, and, hold your breath…chicken! Known as much for its history as for its poultry base, Tavuk Gögsü is a rich dessert made using a boiled chicken breast.

The meat is softened and separated into thin fibres that provide the bite in this blancmange-like dish.

Martabak Known by many names and in various

forms across Asia, Martabak is basically a pancake stuffed with anything, from minced meat to bananas. But the one we’re most interested in is the Indonesian sweet and savoury version that masterfully mixes two delicious yet unlikely components — chocolate and cheese! You’ll find these buttery treats sold across Indonesia...so delicious, it’ll leave you wondering why you never thought to mix the two flavours before!

Bacon DessertsYou may be a fan of maple syrup and

may crave for bacon at breakfast, but have you tried them together? If not, venture forth and sample the bacon-maple cupcake: a maple cake topped with cinnamon-butter icing, maple syrup, and candied bacon. Other bacony favourites include bacon-stuffed chocolates; cookies and brownies baked with bacon chips; and doughnuts dunked in gooey Dulce de Leche, sprinkled with bacon. In case these leave you asking for more, look out for chocolate ice cream sandwiches with a layer of bacon marmalade — a hit in New York.

Avocado DessertsWhile most of us are used to seeing

avocado in our salads and in guacamole, in Brazil you’ll find this buttery fruit used for a very different purpose. Brazilians love to use avocado in ice creams and smoothies, but one of the most popular avocado desserts is Crème de Abacate (avocado cream), made by mixing puréed avocado with condensed milk and lime juice. It is served chilled and topped with assorted nuts and is also used as a filling for cakes and pastries.

Desserts with BeansFinally, it’s time for the humble bean to

get a sweet makeover. Many popular Asian sweets are made with a sweetened paste of softened red/Azuki beans. In Canton, the paste is hardened, sweetened, and

sprinkled with sesame seeds, and sold as red-bean cakes. Japan’s popular Mocha — round, glutinous dumplings — can be stuffed with anything from jelly to ice cream, but the most popular filling is, again, sweet red bean paste. You’ll also find it used as a filling in Japanese cookies and served in a jellified dessert known as Yokan. In Vietnam, they do things a little differently with Che Bot Bang — a dessert made from tapioca pearls and mung, sometimes served with thick, sweet ginger syrup.

‘Strange’ deSSertS that are now in the mainStream

• gajar ka halwa:Thissweet,ghee-ladenIndianstapleisatriumphantuseofcarrots,provingthatvegetables,whenservedinnovatively,canbeeatenasanendcoursetoo.TheWest’sanswertothisistheequallyscrumptious,spice-filledcarrotcake.

• Unique ice creams: Paan,bubblegum,bacon,burntsugar,sesameseed,wasabi,greentea—there’snoendtotheweirdicecreamflavourspeoplecomeupwith,but,somehow,nothingseemstodisarmtheicecream-lovingmasses!

• Chocolate and chilli:Anoddcouplingthat’sbeenaroundforcenturies,theheadymixofrichdarkchocolatewiththepungentkickofredchilliesisadeliciouswaytoshakeupregularchocolatedesserts.

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Running with TimeHaving troubles getting out of bed? Always late for meetings? Barely making it to class in time? Say hello to Clocky. An alarm clock on wheels, this nifty gadget will literally have you up and running!

By Kanika Punwani

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Clocky is a Nanda Home Product. It is available at www.hitplay.in, www.gadgets.in, Landmark in Mumbai, Crossword Bookstores, Rhythm House, Tappu Ki Dukkan, and a number of individual retailers across the country. MRP: `2,999/- | Size: 5.25” x 3.5” x 3.5”

CloCky in india!

Gauri Nanda

A s is the plight with many a college student, Gauri Nanda too had a problem getting up for class in time — falling

victim to the dreaded snooze button. Friends had told her about how they sometimes tried placing their alarm clocks on the other side of the room to ensure they had to wake up to switch it off, but more often than not, they ended up sleepwalking to their alarm clocks, switching them off, and heading back to bed.

Unlike most students, however, Nanda was studying at MIT to be a designer and decided it was time to give the conventional alarm clock a makeover in terms of both ‘functionality and personality’. Thus was born the idea of Clocky, the runaway alarm clock.

You Snooze, You LoseWhen it’s time for you to wake up,

Clocky jumps off your nightstand (from a height of up to three feet) and runs around with the help of its two side wheels, all the while emitting cute R2D2-like robotic beeps until you get up, catch it, and switch the alarm off. Those who enjoy a little bit of snooze time can choose to hit the snooze button once, but after that, Clocky’s going to jump off.

Initially, Clocky started off as a student project at the MIT Media Lab, built with barely more than a clock mechanism, a pair of Lego wheels and motors with a shag covering holding it all together. However, once Nanda decided to go commercial, she teamed up with some designers and engineers and took the product through a one-year development process. “Through a lot of engineering and testing, we identified the parts of the clock that would endure the most

intense shock when Clocky jumped off a nightstand. We designed those parts so that the force would be directed away from them. We also used strong, shock-absorbing materials,” she says.

Clocky went through three design iterations on its external casing: one, it was made smaller in size so as to rest comfortably on a nightstand; two, it was made lighter in weight to better withstand a drop onto the floor. Lastly, screws on the battery door ensured that the batteries remained firmly in place during the drop. Today, Clocky runs on both bare floors and carpeting, and has wheels that detract for when you want to sleep in and use it as a regular alarm clock. It comes in five different colours. There is also a special Red Clocky — five per cent of proceedings from sales of this edition go to the Global Fund to help eliminate AIDS.

Characters WelcomeFollowing Clocky came the next

generation of runaway alarm clocks, Ticky and Tocky, which have no wheels but instead roll around because of their own internal momentum. MP3s can be transferred, and users can also record personal messages on these. “Imagine your friend leaving you a surprise wake-up message. Or imagine your clock sounding off in your mom’s loud voice even though you’re away at school,” says Nanda.

Asked about her future plans, Nanda says, “Each product in the Nanda Home line has its own unique look and character. Clocky is innocent and toy-like. Ticky and Tocky are a bit more sophisticated and sleek. Our mission is to create many characters in your house, each one to do one little job in the best way they can.” If Clocky, Ticky, and Tocky are anything to go by, then here’s betting people will be rolling out welcome mats for Nanda Home’s next line of characters!

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Helsinki Diaries

Soaked to my bones, I knock on the door of the pretty little wooden café that I have found by accident. A kind face greets

me: “I am Petra!” Soon, she sits me down in a warm corner fragrant with the house speciality, Commander Kovanko’s apple pie, and I begin to thaw with a

Away from the mainstream European tourist circuit, the capital of Finland is worthy of that break you have been putting off.

By Tanmoy Goswami

A panoramic view of Helsinki

hot cinnamon cuppa. The loft above the café counter is lined with samovars of various sizes. “They are part of the family collection,” my host tells me with a charming smile, “I love collecting!” Love it she must, for as I discover soon enough, Petra Tandefelt is the custodian of Finland’s largest collection of toys.

Toy StoryThe setting of the Vasiljev Villa, which

houses Petra’s toy tableaux, is utterly surreal. Renowned all around the Finnish capital as the most romantic nook in this part of the world, the century-old villa is part of the Suomenlinna Sea Fortress — a floating military showpiece, a UNESCO

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World Heritage Site, and, of all things, an open-air prison. At first, the prison detail is a bit disconcerting, but given the imposing walls of the fortress, the vastness of the seas all around, and the watchful eyes of the Steiff and Herman teddy bears in Petra’s collection, I have to admit that the place has immense corrective potential.

The Indic ConnectionIndeed, the whole of Helsinki is replete

with salutary properties. Founded as a trading hub in circa 1511, it is a relatively young city, and its youthfulness is perhaps worn best by its intrepid cyclists, fast, carefree and omnipresent like the wind.

Even if speed is not your thing, Helsinki encourages you to embrace the outdoors. A fine place to witness the buzz is the velvet-green Sibelius Park, an eponymous memorial to a Finnish composer that is made up of 600 hollow steel pipes. The structure is abstract; the vigour of merry-making Helsinkians is not.

I see similar scenes at the Senate Square and the forecourts of the magnificent Lutheran Cathedral, which often serves as a venue for booming musicals and general flash frolic. A local friend reminds me that Helsinki has a long — albeit relatively temperate — winter, and this fills the people with a summertime zest that is infectious even for languid tropical tourists. It helps that the city is so easy on the eyes, with its collage of neoclassical and art nouveau architecture, not to mention its miniature size that makes it a pedestrian’s delight. From the Finlandia Concert Hall to the Parliament House, the Finnish National Theatre, and the Olympic Stadium, the cityscape easily fits into a compact picnic schedule. In spite of all its energy, Helsinki could thus easily

The Lutheran Cathedral

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be the place inveterate tourists come to for hanging up their boots — a bit of Bengaluru in Finland, if you will.

That India reference is not as tenuous as you may think. Back in 1952, wrestler K. D. Jadhav became the first Indian athlete to win an individual Olympic medal when Helsinki hosted the Games, but a more contemporary connection between the two cultures is forged by food. Our cuisine is apparently a big hit in Santa Claus nation — I am told by a security guard outside the Olympic Stadium that his wife “only eats Indic food on weekends!”

Santa and the Dancing LightsLike most European cities, Helsinki

loves its summers, but its winters, cold as they can be, are a tale apart. Santa Claus is a distant neighbour, living as he does far north in Lapland, but his authentic cheery presence can be felt everywhere in Christmas season. You are also not too far from Aurora Borealis, the enchanting Northern Lights that have been the region’s biggest claim to touristy fame over the years. Unlike Stockholm or Oslo — bigger, older and busier — Helsinki is a more tranquil base station to catch the lights between September and April.

Be advised, though, that these months can be wet and cold. In case a chilly shower catches you off guard, you know where to find Petra.

GettinG there There are direct flights connecting Delhi to Helsinki. You can also take a ferry from Stockholm to Helsinki.

Visa informationYou will need to apply for a Schengen visa to enter Finland. Check www.finland.org.in for details.

Best time to GoThe best months to see the Aurora Borealis are September through April. April through July is a warmer time if you are not the wintry sort. If you want to visit Santa Claus up in Lapland or travel to the Arctic Circle to see the Northern Lights, the best way of getting around is by train. Check www.raileurope.co.in for details.

The Finnish National Theatre with the statue of littérateur Aleksis Kivi

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BE morE WELLNESS

Living on the Edge...

Adventure sports or extreme sports have become a must-try experience today. Not only are

they fun to indulge in every once in a while, they are also excellent

pep-uppers for health. We tell you how…

By Parul Soni

Waterfall Rappelling

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Landing after a thrilling ride of paragliding

Consider the worst-scripted slasher movie you’ve seen: pulsating music, gnawing intensity, and a heady climax,

courtesy the protagonist’s blood-curdling scream when face-to-face with a murderous psychopath! You jump out of your skin before launching into giggles; it’s only a gimmicky, prosthetic-laden movie! “Adventure sports operate similarly,” says Dr. Sumeet Roy, Clinical Research Head at Kamineni Life Sciences, Hyderabad, “injecting tiny doses of fear, with adrenaline rushes readying you for the challenge and dopamine gushes helping your conscious mind realise it is only so. The result is a natural high.”

Even corporate houses organise adventure sport excursions, harnessing this force of power to build teams, reduce stress, develop risk assessment abilities, increase mental toughness, and accomplish goals, all towards gaining a zest for life. And while turning the conventions of sport on its head with higher risks, hardy equipment, or lack thereof, many suit novices and pros alike.

Setting the right context is a force of beauty. North India’s interlacing barren and verdant mountains, west India’s arid desert, the seas towards south India, and the forests in eastern India are testament to the country’s varied topography and climates, making her ripe for adventure

sport — the fastest growing tourism segment today. Initially drawing 85 per cent in revenues from foreigners, the number of Indian adventurists has spiked, seeing that the toughest locales for gaining physical agility are in our own backyard. Overall, adventurists total about 1.5 million, annually! With the forces of power and beauty enmeshed together, the paradox in embracing the edge to live better stands resolved. So,take your pick!

White-water RaftingThe Himalayan streams traverse

treacherous paths over massive boulders and form rapids, graded I to VI, signifying varied levels of difficulty to navigate through. Experience a tremendous upper-body cardiovascular workout and physical equilibrium and learn teamwork. October through April is the time to test the waters of the Ganga (Rishikesh), the Indus (Leh), the Tista (Sikkim), and the Beas (Kullu).

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MountaineeringPhysically scaling rough mountainous

landscape enhances complete cardiovascular development, endurance, communication skills, and trust. Pursue the Himalayas, the Karakoram, the Western Ghats, the Garhwal, or the Kumaon range, with the help of mountaineering institutes in Darjeeling, Uttarkashi, and Manali if professionally inclined. However, Dr. Subramanyam of Orthopaedics and Sports Medicine, Kamineni Hospital, Hyderabad, advises, “Those with respiratory or chronic joint ailments should tread carefully.”

ParaglidingSoar through the skies of Kamshet,

Himachal’s Kangra Valley, or Kullu’s Solang, in a lightweight, free-flying and foot-launched glide aircraft to aid stress relief, thought concentration, and upper-body strength training.

Wildlife SafarisRide Asian elephants or take jeeps

through Corbett, Ranthambore, the Sunderbans, Kaziranga, or Gir’s national

reserves to experience awe and harmony with flora and fauna and to develop alertness in the wilderness.

Bungee JumpingFree-fall, head first, from great heights

in Rishikesh and Bengaluru, with a safety cord strapped around your feet, and experience your greatest rush. This improves blood circulation to the brain and helps overcome acrophobia.

Dos and Don’ts:Dr. Roy says, “Preparation is crucial.

Undergo medical exams. Adrenaline alone could pose a huge risk of shock for the easily excitable.” No generalised set of rules exist, so study sport-specific parameters such as accessories, safety gear, human resources, timing, and location advice, maximising readiness and minimising risk.

With that, a natural trifecta of beauty, power, and your purpose to embrace adventure is on the brink. Teeter carefully; living on the edge may become an all-too-addictive drug for your well-being!

ExtrEmE sports InsurancE

Despite high risks, lacking data, and some skittishness, insurers do have options for adventurists today:

• Thefewwhoofferit,bundleitwith travel insurance.• Withspecialisedcoversabsent, evaluatePermanentDisabilityand Critical Illness and inform your insurer whileapplyingfordeterminingthe sum assured.• Assessmodalitiessuchastreatment, evacuation,worldwidecovers,easier pay modules, etc.

Facing the angry currents

A stint at mountain climbing

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BE morE BOOKS

Review: The $100 Startup

“Imagine a life where all your time is spent on the things you want to do. Imagine giving your greatest

attention to a project you create yourself, instead of working as a cog in a machine that exists to make other people rich [...]Imagine that today is your final day of working for anyone other than yourself. What if—very soon, not in some distant, undefined future—you prepare for work by firing up a laptop in your home office, walking into a storefront you’ve opened, phoning a client who trusts you for

emotional needs of your customers. The second part discusses ways of launching your service or product, self-promotion strategies, and unconventional means of generating revenue. By saying, “In the battle between planning and action, action wins”, he means that your business will not generate significant results if you do not go out there and flaunt yourself in the market.

The third part talks about franchising your business; persisting despite the threat or, in some cases, actual failure; progressing in line with your goals; and market positioning and pricing. Guillebeau also underscores the importance of building partnerships, outsourcing, and developing another business. He says that microbusinesses have been in existence since the days of yore. “What’s changed, however, is the ability to test, launch, and scale your project quickly and on the cheap,” he adds. To launch your business, all you need is “a product or service, a group of people willing to pay for it, and a way to get paid.”

The book is filled with a multitude of ideas and actual examples of people with microbusinesses. While the stories presented might seem out of a fantasy, Guillebeau ensures us that they’re all actionable; you just have to take the plunge!

By Priya Prasad

The $100 Startup: Fire Your Boss, Do What You Love and Work Better to Live MoreAuthor: Chris GuillebeauPublisher: Pan MacmillanPrice: `499

helpful advice, or otherwise doing what you want instead of what someone tells you to do?

All over the world, and in many different ways, thousands of people are doing exactly that. They are rewriting the rules of work, becoming their own bosses, and creating a new future.”

With these words, Chris Guillebeau delves into the fundamentals of running a microbusiness and takes us on an exploration of enterprise in his second book. He is able to transform his ‘blueprint’ of ideas into a series of lessons culled from interviewing nearly 1,500 people whom he encountered during his travels. He found that people fall into two categories: those who live life as per their rules and those who feel trapped and lead unfulfilled lives.

Segmented into three parts, The $100 Startup stands apart from other books on commercial ventures owing to its focus on the core values of customers and on responsible freedom. The first section of the book addresses how you can align your skills and interests with what people want and are willing to pay for. If you are searching for personal freedom, you have to first pursue value in others by asking, “How can I help people more?” Guillebeau also emphasises focusing on the core

OCT-DEC 2012 22

A Creative Boost

BE MORE At Work

No matter what rung you stand on in the corporate echelon, creativity is one attribute that will set you apart and help you be much more efficient and productive. Here are some ways of enhancing your innate creativity.

By Anindita Paul

“We must step back and see if the solutions to our problems lie outside the box.”— a 1975 issue of Aviation Week & Space Technology magazine

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Embrace MultiplicityMany people, when approaching

a problem, look for that ‘one, fail-safe solution’. While this approach is well intentioned, it also guarantees disappointment. Most problems have multiple solutions, so, when dealing with a problem, approach it in as many ways as possible and write down all the ideas that you come up with, no matter how preposterous or outlandish they may seem at the time. Shortlist the most promising ideas and work on these to condense a solution customised to your organisation.

Don’t Be Afraid To FailMany organisations and individuals

don’t embrace creativity because they

Creativity is no longer the sole dominion of the artistically inclined. With today’s organisations constantly

seeking newer and more innovative ways of dealing with problems, creativity is eagerly sought for in employees. A creative outlook enables an organisation to come up with tailor-made policies that are ‘yet to be thought of’ by its competitors.

Unlike what most of us have been led to believe, creativity can be acquired, cultivated and honed. Here’s how you can begin.

Become More CuriousOften, we are taught to subdue our

natural curiosity and streamline all our energies exclusively on the task at hand so that we stay more focused and driven. However, by doing so, we refuse to step outside of the road map, which is a huge deterrent to creativity. Provide yourself with the time and space to explore and learn about new topics that not only sate your curiosity but also encourage your brain to think laterally.

Be CommittedCreativity is commonly perceived as an

unorganised, chaotic process without rules or boundaries. While this belief is partially true, you need to remember that without structure your attempts at being creative will fail. So, define your boundaries and work within them. While doing that, also define your goals and outcomes — think about what you want to achieve and why. Then, develop expertise in your area of work so that you are able to examine a problem and its possible solutions in their entirety.

When dealing with a problem, approach it in as many ways as possible.

STEVE JOBS AND CREATIVITY

The late Apple co-founder Steve Jobs was known to be forever willing to test new ideas. He practised meditation and stressed on focusing on the bigger picture. He was always hungry for more, and that explains why he didn’t stop with his first product at Apple. He emphasised finding out what you want, following your intuition, and keeping it simple. On the last mantra, he told BusinessWeek magazine in 1998, “Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” The next time you’re pressed for a solution to a nagging problem, look at your iPhone or iPad, close your eyes, and imagine what the genius behind the invention would have done in your place.

are terrified of the repercussions of their failure. This fear of failure leads to overcautiousness and a tendency to overthink problems and solutions, which, in turn, dissuades you from trying something new. Go in but assuming that you might fail. Develop safeguards to help you bounce back from failure. Go back to your list of solutions to apply what you have learned from your failure, and devise even more solutions. Failure comes with its own wealth of learning and experience, which you can use to further hone your understanding of problems.

Collaborate More minds breed more ideas and,

hence, more ways to look at a situation and to come up with its possible solutions and outcomes. Learn to work with focus groups, teams, and committees with whom you can bounce off ideas, and encourage them to contribute their own. Strive to maintain a non-judgmental, non-critical attitude within the team so that ideas and creativity can flow unrestricted.

In today’s organisations, learning to be more creative will open doors for you and drive your career graph northward.

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BE MORE TAROT

LeoBeware of people who seem too good to be true. In October, avoid transactions based on

implied trust and read all paperwork thoroughly before you commit to anything. There is also a chance of ill-willed disputes at home, but these will only be temporary. A long-awaited business return will bring you a pleasant surprise this November. You may receive help, advice, and support from an unforeseen ally. You will spend the end of the year with family and friends. Consider donating some of your treasure to the less privileged towards the year end; this unselfish act of yours will provide you with immense satisfaction.

Gemini Your highly ambitious phase will generate some good results this quarter. Keep a

watch on how you manage your financial resources — saving should be on your mind. Do not invest in an avenue where you are unsure of the outcome, and always seek counsel before you do. You will spend a lot of time with family and friends in the coming months. Watch what you eat — incorporate healthy alternatives in your diet and refrain from indulging in fatty foods. You will also tend to be sensitive to issues related to family members. Stay strong and try not to react adversely to any situation.

AriesResults will manifest fast. The business endeavours you undertake will be

accomplished quickly. Those of you in the corporate world will achieve targets and have the potential to reach milestones in your career. In personal life, focus on decluttering — donate old clothes or items you do not use. Towards the end of the quarter, take care of your health and adopt the ritual of taking time out for yourself, even if it is a few minutes per day. The worst of your troubles have passed, and you have dealt with them bravely. Your future will brighten when the year turns.

ON THE CARDS… See what the future holds for you in the last quarter of the year.

By Sangeeta Krishnan

CancerStress levels run high as you are battling hard with situations at work. Do not engage in any

deadlock or avoidance issues. Accept the inevitability, go forward, and act now. Believe in yourself and you will come through safe on the other side and prevail. You are prone to thinking deeply about matters that may not lead you anywhere and only generate unnecessary stress. Releasing this stress will help your body heal and cope better. You seek silence, solitude, and quiet thinking, so find and establish a sanctuary in your home where you can experience inner peace daily.

TaurusYou are in perfect line with the universe. This is a good time to invest in

stocks or start a new business venture. Brainstorming will yield productive results. In terms of health, you are prone to burnout, so ensure you do not give in to your workaholic tendencies. Drink plenty of fluids and fulfil any pending visits to the doctor. This quarter indicates a major positive change in your financial situation. There is a good chance of receiving money, perhaps from an unexpected source. You may also invest in property during November.

VirgoThis quarter marks the beginning of many new ventures. Travel too is on the cards. You possess

a great deal of energy; use it wisely and make the most of it. Work on finishing your incomplete tasks and give priority to home over professional life this October. In November, resist the temptation to abandon your projects before they are complete, and you will see successful results. In December, take some time off from work and relax. Beware of toiling too hard at the cost of your health and personal life. Incorporate some physical exercise, however minor, into your daily schedule.

25 OCT-DEC 2012

LibraIt is a stellar quarter for you: this October, you will receive adulation and rewards for

all the efforts you have put in so far this year. Expect your boss and colleagues to acknowledge your work and give you credit for it. In November, you will be working with an even larger team and your decision-making skills will be put to the test, but you will excel. December will see you engaging in charity and working with children or animals — you will give back to the society in your own special way. Focus on your wealth because you are blessed with it; complete the circuit by giving for increasing the flow of wealth in your life.

ScorpioAn audit is on the cards in the month of October. You will fare really well in this audit, and your

company will gain profit on your account. Time will elapse quickly in the first two months of the quarter, as you will be busy with your professional life and friends. This is a very good sign, for, as the saying goes, time flies when you are having fun. Incorporate a good balance in your life by juggling work, family, and health well. December is the best month to do this; at that time, you will be in the right frame of mind to be able to manage your life effectively.

SagittariusKeep an eye out for people who are likely to speak negatively of you. You are also prone to be

misquoted or framed in bad light. Ensure that you follow up with people at work and be as diplomatic as possible. In November, you may be expected to even work odd hours. Take care of your body, as erratic schedules and intensive travelling may adversely affect your health and energy levels. Finally, December holds a major change in your life, which may be related to relocation or a job change. This may be a difficult change but will be necessary and will eventually lead to good fortune. Stay optimistic and open-minded.

CapricornThere are bright fortunes all along for you this quarter. Your job is secure, and work

is good enough to show on your resume. The month of October indicates a change towards the better: a change of lifestyle with an added responsibility that you, most certainly, will be able to manage. Focus and work on your ability to multitask; this will help you become more efficient in all spheres of your life. Finally, December will prove to be the month of celebration and indulgence, as well as the opportunity to connect with your loved ones on an emotional level.

AquariusThis October, you will be left with a sense of disappointment and betrayal. A personal event

or an individual you were relying on will let you down. Forgive and focus on the lessons learnt instead of dwelling on the negativity. However, the sad phase will pass soon and your friends and support system will be there for you. Sharing your feelings with others is therapeutic and healthy. There will be new developments at work this quarter, involving more responsibility and a better scope to engage your creativity. Your creative side will be able to express itself, and you will find work much more satisfying.

PiscesThere is extensive travelling written for you this quarter. Watch your diet, include

minerals, and avoid processed foods. Do not stress yourself out about competition — it is bad for your health and not for your competitors’. You will get credit for your work when it’s due. You will soon receive, from a guide or an elder, the help you seek. Accept and adopt the wisdom you acquire. Avoid becoming too cynical or sceptical of everything around you. You inadvertently limit your imagination by defining everything. Trust the universe and, sometimes, take things at face value.

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OCT-DEC 2012 26

At an age when most people still grapple with their careers, star swimmer Michael Phelps has secured a comfortable retirement. And that’s after 22 Olympic medals, including 18 golds, numerous awards, and a non-profit foundation.

By Stuart Forster

The Golden Boy of the Pool

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“Phelps’s future looks golden, whatever he opts to do in his retirement.”

M any people merely dream about being 27 years old (again!) or comfortably retired, but Michael Phelps,

the American swimming sensation is both. Following a successful London 2012 Olympics inning, during which he won four gold and two silver medals, Phelps ended his sporting career as arguably the greatest and surely the most decorated Olympic athlete of all time.

Most sports fans know that 18 of the 22 medals hung around his muscular neck during various Olympic Games were coloured gold, but many are unaware that Phelps’s Olympic career began in 2000 at the Sydney Summer Games. The 15-year-old Phelps, who was showing great promise as a member of the North Baltimore Aquatic Club, qualified to become the youngest male swimmer of the United States to make it to the Olympics since the 13-year-old Ralph Flanagan in the Los Angeles Games of 1932. The precociously talented Phelps finished fifth in the final of the 200-metre butterfly, an event he would soon come to dominate.

Phelps is an inspiration to countless young people across the globe. According to him, in an interview with the Daily Mail, the best advice given to him was by his swimming coach at school, who told his student to not “put a limit on anything, the more you dream, the further you get.” Within just months of his first Olympic final, he broke the first of his 39 career world records in the 200-metre butterfly and, in doing so, had his name written into history as the youngest male ever to hold a swimming world record. He cemented his reputation by winning the title at the 2001 World Championships.

MORE ON MICHAEL

• MichaelFredPhelpsIIwasborninthestateofMaryland,U.S.,on30June1985.

• Thestreetnearhisalmamater,TowsonHighSchoolinTowson,Maryland,iscalledthe‘MichaelPhelpsWay’,namedafterhimin2004.

• FindoutmoreabouttheMichael PhelpsFoundationat www.michaelphelpsfoundation.org.

sporting press and bringing comparisons, perhaps inevitably, with Mark Spitz and Ian Thorpe, the other dominant swimmers of their eras. Of course, it was four years ago, in Beijing, that Phelps managed to surpass Spitz’s achievement of seven gold medals in a single Games by taking home eight.

Despite his reputation for single-mindedness and dedication to training, Phelps is renowned for his warmth towards friends. His human side is also shown by his flaws and his ability to bounce back. Phelps did, unfortunately, experience a couple of controversial moments in his life, notably one relating to driving under the influence of alcohol while aged 19. Feeling as if he may have let his supporters down, the athlete moved on.

“He’s the reason I travelled to London for the 2012 Olympics,” says Steven Barry, a former amateur swimmer and sports fan from the United Kingdom. “We’re unlikely to see a single athlete dominate the sport to the same degree again, and I’m pleased to say I saw him in action.”

Phelps’s future looks golden, whatever he opts to do in his retirement. One option may be more work with the Michael Phelps Foundation, which was established in 2008 and encourages youngsters and children to engage in a healthy lifestyle.

Even Usain Bolt, the 26-year-old living legend who seemingly strolls to sprint victories at will, is unlikely to match Phelps’s duration of sporting dominance. Lenny Krayzelburg, an American swimmer who himself won four Olympic golds, summarised in Sports Illustrated magazine the awe in which Phelps was held throughout his career, by saying, “I don’t think we’ve seen anything like him. Nobody’s this good in everything.”

Phelps clinched six gold and two bronze medals at the 2004 Athens Olympics, resulting in the attention of the world’s

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T he artsy village of Raghurajpur, roughly 14 km from Puri, has always been touristy, even in its simplistic demeanour. Perhaps

this is why the Indian National Trust for Art and Cultural Heritage (INTACH) decided to redevelop it as a crafts village in the year 2000, resulting in an interpretive centre, an amphitheatre, a clubhouse, and a few other initiations. Furthermore, as the government commissioned artwork on the walls of the artists’ homes, the tourism and business figures of the village have shot up enormously in the last 12 years.

The Art FormsPattachitra: This style of painting

draws from Hindu mythological stories. “Patta is the cloth that is painted on. The artists take cotton rags, plaster them with a tamarind paste, and finally burnish them (mostly) with lime. The texture of the Patta feels a lot like leather and is stiff. Bookmarks and wall hangings are also made in this style on palm leaves.”

Toys: “The kinds of toys made by villagers include wooden toys, cow-dung toys, papier-mâché toys, masks, etc.” First, the 3D silhouettes of mythological characters or animals are carved out from the materials, and then, details of facial features are painted on the surface.

Tusser silk painting: “Tusser silk is elegant but a lot more expensive to paint on as compared to Patta. However, the painting style remains the same. Tusser silk saris and scarves featuring Pattachitra style paintings are famous worldwide.”

Gotipua: “This is the traditional dance form of the village, where only young boys chant praises for Lord Jagannath and Lord Krishna. ‘Gotipua’ is the Odia word for ‘single boy’.”

A Tryst with Tradition

ACHIEVE MORE IndIa FIles

Here is the story of Raghurajpur, an intriguing little village set in the culturally inclined state of Odisha, the soul of India.

By Dishina Uttamchandani Facts and quotes contributed by Ishan Pattanaik

Close-up of a Pattachitra painting depicting Lord Krishna and gopis

29 OCT-DEC 2012

Pattachitra on Ganjifa

Freshly painted wooden idols of Lord Jagannath left to dry in the sun

The walls of a house showcasing the ten-headed Ravana

The Business“Emporiums from across the world

order their paintings from the village. Today, MNCs, luxury hotels, and other organisations prefer sourcing paintings directly from the artists. The size of a painting and the time taken to completely render it are directly proportional to the price of the painting.

“But even when business is good, the maximum monthly earnings of each household would roughly fall between `15,000 and `20,000 per month. And these people are happier than most of us!”

Life in the VillageRaghurajpur has around 120 houses and

families who are happy in their own right. Each and every person here knows the art of Pattachitra painting. The hamlet has a unique way with business as well. “The people have learnt to market themselves and reckon that without marketing there will be no business. So, when your car enters the village, you will find a horde of young men, each from a different family, trying to take you to their house first.

“There are no shops for displaying or selling their artistic produce. The villagers sincerely invite tourists to their homes, show them around, and introduce them to the history and nitty-gritty of the art form. All this is not just about earning their livelihood; it’s also because the villagers are proud of their long-living culture.

“The truth is that the best artists of the lot have moved to Bhubaneswar for better future prospects. Yet the village is a brand now, and the dwellers are ready to promote it themselves. They are aware that the talent they possess is like no other. And so…Raghurajpur is a must- visit place.”

Painting the Lord

The old convention for Pattachitra paintings was to use self-made dyes produced from natural materials such as turmeric and vegetable skins, and brushes from fine animal hair. “Painting with natural materials is not viable anymore because the paints are too thick and don’t work too well. The artists have switched to synthetic and semi-synthetic paints. But even today, vegetable dyes are used to repaint and varnish Lord Jagannath’s idol when he falls sick in the month of July, after the priests bathe him.”

Lord Shiva portrayed in a Pattachitra painting

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ACHIEVE MORE EntErprisErs

Redefining Travel Mygola is the first name in personalised travel planning, providing solutions to all your travel-based doubts. What’s making this company zoom in the online travel zone? Time to find out!

By Priyanka Agarwal

T wo friends study at IIT Bombay and are set apart by a couple of years. On graduating, each goes his own way to chase

his dreams and gets busy with life. Many years later, when both are practically in two different countries, they have a conversation that touches upon the problems faced by travellers, especially while planning a trip. The duo decides to start an enterprise that helps confused travellers find their way (metaphorically speaking, of course!). That’s how Mygola is born.

What is Mygola?Anshuman Bapna and Prateek

Sharma’s Mygola allows anyone to ask a travel-based query. Once you post your question on the site, a human ‘guide’ will start working on it to provide you with a well-structured answer in 24 hours. This is what sets Mygola apart from the scores of travel portals around: personalisation. The answer you get is highly customised to your needs and travel budget, unlike most other sources that confuse users by dumping an overload of information on them. Besides, there is a high probability

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Planning a Holiday?

You can ask Mygola.com. The first question is absolutely free, although you can pay if you are happy with the service. However, the second question and so on can be asked only on paying. You can choose from two payment options. The first plan, priced at $30 (`1,500), allows you to ask as many questions as you can about a single trip. With the second plan, you can ask questions throughout the year for $99 (`5,000).

Prateek Sharma

Anshuman Bapna

that the guide is well travelled, and is definitely an excellent researcher.

Today, Mygola has several thousand guides based across the globe and has planned over 25,000 trips to more than 100 countries so far. Revenue comes in from payment plans, ads, and lead generation. Site traffic is growing at the rate of 20–25 per cent month-on-month without any expenditure on acquiring new customers. The question is how did it build such a great network to have achieved all this within just three years of its inception?

Challenges and StrengthsAccording to Sharma, putting together

this successful team was a challenge. “When we started off, there wasn’t a lot of start-up action in Bengaluru, so engineers who had safe jobs were not very happy getting into this unsettling world of start-ups. Other things like infrastructure, raising money, etc., are difficult but still manageable. But putting the right team together is challenging, and it’s important because the team defines what you’re going to be and what you’re going to build.” However, things fell into place, and the results are simply commendable.

Mygola found its first investors in some of the duo’s friends and Bapna’s family. Later, it raised around $1 million from various venture capital firms and angel investors. As for experience, the dynamic duo has it in them. While Bapna is a Google ex-employee, Sharma knows the world of telecommunications owing to his work stint at Tejas Networks, a Bengaluru-based telecom company. However, it’s not just their IIT Bombay degrees or their respective technology experiences that helped. As Sharma puts

it, “In a start-up, you have to learn a lot of things quickly and do everything well. You might be a marketing person but you’ll be called upon to do something in technology, so you should be able to learn it fast and do it well.”

Defining SuccessWith rave reviews coming in, Mygola is

set to get bigger. Last year, it was chosen as one of the top travel-tech innovators by PhoCusWright, a company that conducts research on the global travel market. For Sharma, the initial indicators of success were something else. “Having strangers coming and using the product (just after starting off) and being very happy with it are the first signs of success for any start-up. Our big goal is to transform how people plan their trips and to make the process simpler, faster and far more beautiful than what it is now.”

“Our big goal is to transform how people plan their trips and to make the process simpler...”

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News

The Axis Bank Dream Home Festival

In a first-of-its-kind initiative, Axis Bank organised a property exhibition on 9–10 June 2012 for its Priority customers, under the

Axis Bank Dream Home Festival. The event was held at Axis House, which is the Bank’s corporate office in Mumbai. The festival was aimed at providing the Priority clientele with an easy and convenient platform to explore multiple property options.

The best-known developers in the real-estate market were present at the exhibition to showcase their offerings.

The participating builders included realty heavyweights such as Tata Housing, Kalpataru, Rustomjee, Lodha Group, Mayfair Housing, Hubtown, Raheja, and Omkar, among others. The highlight of the event was the on-the-spot Home Loan approval facility, devised to assist customers with instant Home Loan sanctions. Apart from these, a special recreational area comprising various game zones was put up for children.

The festival was an exclusive, by-invitation-only event, meant strictly for the Bank’s Priority customers.