Marketing the Unmarketed India

International Institute for Holistic Research and Voluntary Action (India-Germany) , Rural Business Hub Foundation India (RBHFI), Society to Accelerate Rational Thinking for Action (STARTA)

imimarla@aol.com,  dr.kamaltaori@gmail.com

 

 

Marketing the Unmarketed India

A Rationalist Quest for Holistic Understanding

 

Q 1. Why this topic?

 We intend to facilitate exploring the unexplored, seeing the unseen, experiencing the not experienced, hearing the unheard, selling the unsold, demystifying the highly mystified, grading the ungraded or wrongly graded, placing the unplaced, rooting the uprooted, positioning the un-positioned, organizing the unorganized, connecting the unconnected (for networking), awakening the dormant, re-evaluate the wrongly valued, localizing the globalized and/or globalizing the localized. All these we do from the angle of “Marketing the Unmarketed”.

 

 Q 2. Who are the Rationalists and why this approach?

By definition (for example Oxford Dictionary), a Rationalist is “A person who bases their opinions and actions on reason and knowledge rather than on religious belief or emotional response.”

 As ardent followers of scientific, rational, analytical approach to solving and understanding problems and all issues, the writers are of the firm opinion that there is the urgent need for this approach. A rationalist is one who does not accept unproven statements.

Therefore, there cannot be an emotional, religious, blind, gullible, sectarian, fundamentalist, narrow-minded, bi-partisan approach to understand a situation or respective conditions. 

The rationalist’s approach is must for proper or holistic understanding and clarifying the missing dimensions of marketing the unmarketed India or Bharat. 

Our deliberations are meant as strong warnings for those who are still wallowing in the state of denying the obvious, like Global Warming and destruction of environment, and also as a strong appeal to all those who come to the rational conclusion that it is high time to fight the obvious dangers and to join hands with all those striving for a humane society and a livable future. 

Our appeal is directed not only to the Indian people but to all mankind.

 

Q 3. This article is for whom?

For all those who are action-oriented and committed to a livable future: not only their own future but also that of the next generations, and that too, of all mankind. The dire need for action instead of holding well-intended speeches at conferences, conducting useless studies to fill up space in more and more libraries, is so obvious that we came to the conclusion that the global decision-makers (Industries in shark-capitalism systems and their political lackeys, religiously blinded countries, etc,), that sustainability is not a goal but more and more profit and power.

Now, we have to question the mental sanity: if global conditions become more and more unlivable, the decision-makers have done the worst to themselves. That too, against their better knowledge, at least of some of them. This paper is also meant for them!

 

Q 4. What motivates us to write this article

The concerned writers have been working on this subject for decades while trying to muster all empathy to understand the people, and following our interests for analyzing societal phenomena and habits. We observed and interpreted their vague overall fears, and their fears of disasters because of almost total failures in all fields of socalled reforms. Thus, the urge of better understanding by observation and learning from the past grew continuously, and we finally realized that the challenges of our time are greatly neglected. “Development” is perceived as “more and more of everything”, a total consumerist attitude, devoid of concern for holistic development. Still, the impending water crises, erosion, air and soil pollution, making more and more profits by any means, even by exhausting all fossil resources, deforestation, poisoning people through pesticides, etc. continues unabated. This utterly wrong perception of “development”, aggressively marketed by the shark capitalist Western Global Players and World Bank, IMF and UN, is unfortunately deeply rooted in the minds of our politicians, bureaucratic decision-makers, lobbyists and other deniers of the dangers already staring in their eyes. It is finally bound to lead to overall destruction. The train towards destruction is already on the move, and it is gaining speed!

The gap between preaching and practicing is continuously widening and it seems, albeit the number of “deniers” may be decreasing because of better knowledge and awareness, but the deniers in powerful positions increase their dominance worldwide.

To make an inroad into the mindset of turning the head before obvious dangers, to enlighten (Jago! Jago! – awaken!) people about what awaits them if we continue like this, to awaken especially the younger generations about what they urgently have to take up as actions against a certainly unlivable future – this is what motivates us.

 

Q5. What are the contours/dimensions of Marketing the Unmarketed India?

Before taking up the analysis of this, let us understand Marketing. Unmarketed, or Marketable, is different from sale and saleable, and also from unsaleable, for that matter. Marketing has a holistic, all-encompassing, integrated meaning. It means understanding the product, the process, the price, the customer, the time, the need, the packaging, the positioning, the agency, the publicity, the consumer satisfaction, the gaps in pricing and profit, the shareholders’ aspirations, and the role of the competitors, etc. 

Now, let us explore “Un-Marketing the (already) Marketed”. Due to ignorance, faulty notions, lack of or wrong interpretation of experiences, to compartmentalized exposure and thinking, teaching, duties or job assignments, and the subsequent “Tunnel Views” change is made impossible. Also, the hierarchically dominated (boss-centric) evaluation and grading methods, the superficiality and non-inclusiveness of development concepts further aggravates the situation. In short: by repeating the same mistakes over and over, the mostly corrupt decision-makers benefit while the masses are further exploited. All this happens because of the deeply entrenched, endemic compartmentalization which allows that the wrong and inefficient, corrupt measures and concepts are marketed and thus can be continued with impunity.

The bitter reality of the complete picture requires a holistic understanding. We all know the story of the elephant being explored by 6 blind men. As per their touch, they defined the Elephant only as the respective part they touched and thought they identified. They were all correct in their own way because of their experience by touching (tail as a rope, leg as a pillar, belly as wall, tusk as a solid pipe, trunk as a tree-branch, ear as a hand fan), but were all wrong in defining holistically the object as an elephant. This clarifies the need for un-marketing the marketed in a holistic way.

 

Q 5. A  What negative factors of global marketing measures have to be holistically analyzed, or where do we have to put the finger on?

 

• Overall phenomena at national level

 

Corruption, political and religious intolerance, superstitions, greed, paid media, outdated educational structures, reservation system, gullibility, inferiority complex (trying to compensate through superficially craving for name, fame, reputation, position, status symbols, and envy and suspicion, etc.) are common features. Furthermore, exploitation, manipulation (through so called social media), violence (physical, verbal, psychological, economical, political, resources-wise, gender-specific, etc.), corruptive systems, lack of reliability (inconsistency), inhuman ideologies (fascism, etc.), and greed are also to be observed.

There are regional variations to be considered, like caste system (the same as class system in other countries).

 

• Global, but also geo-politically or “culturally” restricted

 

religious fanatism, terrorist activities, poverty, begging, dirt and lack of hygiene, corruption as normalcy, gender discrimination (rapes, domestic violence, discrimination in education and under the laws, gender-specific exploitation, inhuman rituals like female genital mutilation (all over the Muslim world, even in specific pockets in Kerala). Further, the over-domination of Western interests in the cynical disguise of “values”, or “freedom and democracy”.

 

• Leadership issues

 

One of the problems cropping up in the context of “Marketing the Unmarketed” is the skewed perception of “Leadership”, not only in India but also globally. It is not about competency and character, but about very doubtful measures. Unfortunately, persons don the mantle of being a leader only because they have a) ‘inherited’ the position (“dynasty syndrome”), b) bribed themselves into a leadership position, c) forced themselves into it through threats and financial dominance, d) followed a given career path with opportunism, e) manipulated himself into it, f) using fake credentials, etc. 

 

Coming back to the question of “Marketing the Unmarketed”, especially in the context of diversity, we have to ask for all those items which were as yet overseen by the majority of the historians and other scientists. Thus, it could contribute greatly to better understand the history of mankind and also, to a give guidance to a more rational and peaceful world. Ancient wisdom applicable today is hardly unearthed but could show how to protect the environment and save plants, animals – humans, too – from extinction. Western historians have focused mainly on Middle and Far East countries in spite of the fact that Indian Civilization dates back nearly 6000 years from now (Indus Valley Civilization), whereas the Egyptian and Mesopotamian (to name two only) civilizations are depicted in European schoolbooks as the oldest. This extremely rich heritage is not only unknown to a great extent outside India but also inside the country. In fact, many Indians look down on everything “desi” while, at the same time, they run after all the thrash which is “foreign”.

In this context, we have to put 2 additional questions:

Q 5. B  Who has vested interests in depicting (marketing) India in a certain bi-partisan way? Who is profiting from that? 

We have to notice several strands of activities: a) inside or outside India, b) individual or group-wise aims and objectives, and c) corruptive practices. 

 

• Inside: Those who are trying to undermine the building up of a sound and solid nation and economic system, may be people who are in favour of supporting surrounding countries; Outside: forces/countries which are rivals, opponents of India and want it to be weakened.

• There are groups/individuals who may not share the cultural atmosphere in the country and try to turn the wheel in their own direction. Maybe in view of gaining power and dominating the country, maybe by those who want to destroy democracy, maybe by those who still suffer from (induced by the colonial masters) an inferiority complex and are contemptuous of everything “desi” or “native”.

 

Q 5. C Why is “Marketing” perceived as a negative term – but then, why is working in the marketing field so attractive?

First of all we have to make it very clear that there is a persistent contradiction: the negative image on the one hand, and the craving for it on the other!

The term “Marketing” has acquired glamour because several persons representing this field have been widely publicized as especially successful, wealthy, glamorous, admired, dominating, happy people. No wonder, they know how to depict themselves! This image of working in a field where there are so many opportunities to become rich, glamorous, and influential, internationally recognized, loved by all, etc., attracts myriads of young people who refuse to see reality and admit to their unreality.. If we consider how many millions of people are working in the field of marketing and how many of them make it to the top – not even 0,0001 % of them! Practically, it is a dream which will never come true but provides myriads of people willing to voluntarily put all their talents in a business of utter exploitation.

 

In view of the perceptions and distortions of the term, we have to find out how we can develop a holistic, convincing, efficient model concept for marketing India, including all what other countries will appreciate and what is marketable in reality. Good examples are the ancient concept of Yoga (both, theory and practice) and its honest representatives, Ayurveda (in its honest form) as a serious alternative to allopathy. Ancient practices of nature protection for mitigating problems of groundwater depletion, desertification, environmental disaster caused by the big dams, and other results of human crimes against nature all over the world need marketing. Writings of Mahatma Gandhi, Kumarappa, Vivekananda and many more can be adjusted to present-day conditions and implemented. India could develop agricultural methods on the fundament of its ancient wisdom and become the frontline propagator of the of organic agriculture and animal husbandry all over the world. Doing away with pesticides and with raising hybrid breeds would be the task of the hour. In the fields of Yoga and Ayurveda, India has already gained good ground in the world, but other important opportunities have to be built up and disseminated through the right marketing strategies both, within and outside India.

 

Q 6. What makes the nation or society or people “great” or “happy”? 

In public speeches and in our media, we hear repeatedly the word “great”, referring to a country, to society, economy, or performances of so called “leaders” or other individuals. Now, we should be aware that such attributes do not mean anything. They are used for doubtful marketing purposes, an eyewash to whip up vague urges for “greatness” and for popularizing irrational slogans. In this context, we quote the famous German writer, poet and playwright, Bertolt Brecht. From “Life of Galileo Galilei (Theatre play, world premiere 1943 in Zuerich):

“ANDREA: Unhappy the land that has no heroes! . . . GALILEO: No, unhappy the land that needs heroes.”

Spreading the propaganda that a country and the people have to be “great” means on the one hand that there is doubt of “greatness” altogether and also, to distract people from the conditions in which they live in reality. We can safely state that persons or people with stable self-confidence and strong personality structure would never use such vocabulary. It is the unsure, the weak, the hesitating, the ones suffering from feeling inadequate and not up to expectations (again, to distract from the real shortcomings) who demand the highest level of performance from others, just to hide or to compensate their own inadequacies. And, of course, if someone excels, it is only thanks to the “great leaders” merit, his efforts, and only he is to praise.

“Happiness” is a very different term altogether as it refers to a state of condition, a situation where individuals feel basically safe and contented. Fulfilment, contentedness and productivity are some of the most important pre-requisites for happiness. Mahatma Gandhi expressed his guidelines for a happy society in the following:

“What is productivity but making the most of one’s time and talent, and energising the whole surrounding environment so that men and women are inspired and motivated: that is make the most of themselves, both as individuals and as members of society on all planes of living, thinking and acting: whether it is politics or economics or home, village or factory, life at the ground level or life of the spirit.” (Mahatma Gandhi))

The comparatively new approach for measuring the wellbeing of a people within a country by parameters of “happiness” is leading us in the right direction. Happiness cannot be sugarcoated by vested interests: one cannot order people to feel happy, one can only order them to say so under pressure which is happening in dictatorial countries. Anyway, “happiness” is not an attribute to be achieved in totalitarian states as it will lead to ideas of freedom and visionary thinking, very dangerous for authoritarian regimes. If we look at totalitarian states like, for example, Saudi Arabia, Pakistan, and other Islamist states, or at authoritarian states in Africa, South-East Asia, or South America, we notice the same suppressive mechanisms, irrespective of religious-induced or just due to mere power politics. Among the world’s happiest countries are Finland, followed by Norway, Denmark, Iceland and Switzerland. This shows clearly that these are countries with highest level of democratic infrastructure which also means a highest level of individual freedom and, at the same time, the highest level of social responsibility of all citizens. In this context, India has lots to learn and it is high time that the overall attitude is determined by social responsibility for all sections of society, starting from curricula in kindergarten, schools and all academic institutions to make youth acquainted with it, but it also should go without saying in all ways of public life. 

The parameters to measure “happiness” have to be made transparent und must be understood by each and every one, irrespective of the level of education. Anyway: education as such, as it is a rather anti-social, shark-like competitive system, does not support efforts to bring about social responsibility but a jealous, negative hacking order. The evil Reservation system is another stumbling block to prevent people from being happy because it purports deepfelt injustices among all strata of society. This has to change, and, starting with re-vamping the educational system, respective laws and many other outdated rules and regulations have to be checked for their use and consequences in a modern, future-oriented society.

Happiness cannot be achieved through the blind mantra of “more”: more hospitals, more loans and grants, more police, more military, more arms, more debts (combined with the usual idiotic pre-election loan-waivers), more consumption, more profitable destruction of nature and natural resources, more GDP? People should have the right to determine their “happiness”, based on their needs, abilities, their chosen way of living and their dreams.

It is a pity that the local market of India is highly engulfed by Western values with its aggressive marketing, mainly void of any facts. The state and its policy making systems are much to be blamed as they provided all enabling environment for marketing the unhealthy, unsustainable, corruption promoting, degrading the humanity and self-reliance killing marketeers. This funding, the loaning, the subsidizing, the anti-social trainings, the misuse of research producing paid results, the looking down on local produce, the dependency on (foreign) brands, all these are fueling further inferiority feelings and kill the sound building up of quality local brands. It all calls for “Un-marketing the Marketed”. 

 

Q 7. How can implementable, dynamic action plans be developed and efficiently marketed/ propagated by committed, honest change providers?

 

In the past 6 decades, we have experimented with many innovative, but compartmentalized reforms which were not very successful, and most of them resulted in failures. In the meantime, compulsions of globalization and requirements of present-day modern India have opened new areas of studying certain models through holistic eyes, especially the fields where “marketing” is or has become an important issue.

The holistic view and consequent analyses can become quite complex and complicated to that necessary comparisons and other methods need the support of easy-to-handle tools for systematizing analytical processes. For this, we have developed 3 basic tools for marketing change:

1. 1. 7 Is
      1. Innovative (out of the box, change-oriented)
      2. Implementable (feasible, practical, replicable)
      3. Investive (business-oriented, non-exploitative, viable, employment- and environment-friendly)
      4. Inclusive (all concerned involved)
      5. Investigative (transparency, accountability, learning from the past, scrutinizable future)

 

• Ideas 

 

1. 1. 1. for India (in all its diversity, both, local , regional and national).
   2. 6 Ps

 

• Public

• Private

 

1. 1. 1. Panchayat (local self-government, constitutional bodies)

 

• Profitable (viable, non-exploitative business, incremental)

 

1. 1. Productive (see GandhiJi’s quote on productivity, p. 7)
   2. Partnerships.

 

1. 1. 5 Cs 
      1. Convergence (all resources, man- and brainpower)
      2. Coordination (as opposed to compartmentalisation)

 

• Cost reduction

 

1. 1. Capital output ratio (viable investments)
   2. Clarity.

 

One of the biggest hurdles in the way of sustainable holistic change is the change-resistance of the all decision-makers with vested interests: for reasons devoid of rationality, the mindset and attitude still wallows in “we always did it like this”, or “we never did it like this, or “it cannot be done like this” which makes all change for improvement impossible. It is an iron wall which seems to be unbreakable, and this is why people despair and give up. The demonic machinery of vested interests in all fields is totally de-sensitized and cannot be expected to initiate the necessary changes on its own. All trials for initially successful public movements for inclusive, sustainable, transparent reforms have very soon lost their momentum and have finally miserably failed (for example the Bhoodan Movement,  “J.P.-Movement” (without J.P.), Anna Hazare’s Movement, “Dalit Movement” misused for vote-bank politics, etc.). Helplessness, despondency, and loss of faith in the democratic system forces us to find adequate ways to market the unmarketed potentials of the above. The word “simplification” and “rationalization” as genuine supporters and initiators of holistic change can be operationalized only by adopting, modifying and unleashing people’s power, ideally with support of policy power, economic and technology power, maybe also youth power, in the positive direction for the benefit of the masses.

 

Q 8. What are the roles and implications of the different aspects of transparency, equality, dignity and democracy in view of sustainable change and Continuous Improvement Processes (CIP)?

Demands for transparency are intrinsical for a democracy, and these principles imply everything we can expect from a modern, egalitarian state: freedom, tolerance, secularism, efficiency and “welfare for all”. But too much dependency from the state would be counter-productive considering the indispensable demands for sustainable development as Continuous Improvement Processes (CIP). 

We have to deal with the following harmful phenomena:

1. Confusion (through lack of clarity, transparency, and verbosity), 
2. Bureaucratic overkill (over-compartmentalized systems), 
3. over-governance as opposed to self-governance, 
4. culture of no bottom-up questioning, 
5. loot-led processes as opposed to consideration-led systems, 
6. poor and/or delayed accountability, 
7. ad-hocism or unplanned decision-making, 
8. personalized or principled policies, 
9. grant-led developments, 
10. unwillingness to learn from doers)

These are some of the points for examination in the process of marketing the unmarketed India. It is obnoxious that at all levels, without justifications, and before the eyes of the public, loot, over-duplication and flagrant waste in spending, be it of governments, or of companies or from societal sources continues. Marketing the need for transparency, inclusion and accountability would be the only efficient method to mitigate and to abolish these impunities.

Q 8. A Can a violent revolution be marketed to Indians?

From a sociologist/anthropologists view: not nationally! India is too diverse a nation; there are hardly any common goals, and there is a lack of organizational infrastructures, even within societal groups (caste-, language-, party-wise). Also, the governments in states and Centre are highly compartmentalized, so that a unified movement at the same time is just unfathomable. Also, Hinduism is basically a non-violent philosophy of more than 80 % of the population so that a violent uprising would not find mass support nationally.

 

Q 8. B Q 22. Why have the Indian masses lost their voice and vibrancy since Independence?

In 1857, when the first war of independence was fought as result of a movement against the colonial powers (not a “mutiny” as it is conveniently depicted), a mass consciousness evolved: we have to free the country! With visionary and powerful leaders, the independence movement grow as a strong force all over India, finally resulting in Independence in 1947. During the Freedom struggle, lots of supporting personalities from Germany, France, Italy, even from UK, got involved and marketed the resilience in the Freedom Struggle and the great civilization of India through thousands of years, all over the world. India also had many dedicated civil society leaders who worked for vibrant, egalitarian nation. 

From Independence onwards, the original enthusiasm and fighting spirit withered away due to wrong policies which were not oriented on sustainable development. 

The partition of the country brought about by power-drunken politicians and their colonial collaborators, power-centric election politics with false promises, and subsequent excessive borrowing by the government to boost the building up of a Western-style industrialization made the people mute and hopeless. Needless to say that after establishing the UN in New York (of all places!), the World Bank, IMF and the various UN departments were eagerly knocking on the doors of the decision-makers to get a share of the flesh. Was there really a difference to the exploitation through the earlier colonial powers? The governments from Independence onwards mainly spread false propaganda about their achievements for the masses, but the masses did not see any lasting impact on the ground. 

Q 8. C Can a “silent developmental revolution” be marketed to Indians?

From a sociologist/anthropologist holistic view: Yes! It is already on the way through digitalization, modern communication, localization and decentralized business opportunities, enhanced self-confidence of citizens which put pressure onto governments. The aspirations of the people have risen, and they demand good governance, transparency, accountability and equal opportunities for all. The demand for a non-corrupt, egalitarian society has been unthinkable for India’s majority some decades ago but are now exactly what the people expect. 

After liberalization of Indian economy in 1991, the advantages of “unshackling” and de-bureaucratization were enjoyed only by the big industries whereas the middle and small enterprises still stuck in the same old difficulties. In the meantime, this picture has almost dramatically changed, and the economic perspectives are building up more and more in the villages. As consequences, the opportunities for grassroot people are starting to take shape, they even emerge in a big way in certain areas. 

 

Q 9.  How can globalization and localization or “Global Vision and Local Action” (GVALA) facilitate “Marketing the Unmarketed India” for peace and harmony?

All the words in this question need proper holistic understanding, along with combining of past lessons learned and taking up the challenges of our time to create a system which will fulfill the aspirations of the masses. We have to explore if the model “GVALA” (Global Vision and Local Action) can be marketed as useful fundament for sustainable change.  We have to explore further if on this fundament the ultimate aim of peace can be achieved, and what hurdles have to be overcome on the way. World peace can only the marketed and realized by those who are following reason and rationality because they do not have the sense or the mindset for esoteric or unproven ideologies. Localization must lead to a powerful impact against superstitions, brainwashing religions, and other fake “enlightenments” which are dividing the people. Sustainable development can only be achieved through overall sharing work, visions, resources and employment opportunities. Holistic localization must lead to local self-determination on all fronts so that no-one would be privileged.

Spreading reason and humanist principles seems to be the only method to tackle all the religious or otherwise invented delusions which are preventing sustainable development.

 

Q 10. What are the key points for designing an action plan for Marketing the Unmarketed India?

It is a fact that most Western historians have neglected the fact that India is most probably the oldest known ancient high-level culture on this planet, accompanied by China. It has led to Western history schoolbooks depicting mainly Egypt and Mesopotamia as “cradles of mankind” which has conditioned whole generations in the West to neglect countries which had evolved much earlier as high-cultured societies. 

While studying ancient scriptures of India it becomes clear that India never “marketed” itself: it became a very important place to trade with, it had the reputation of being extremely wealthy (which finally lured Dutch, French, Portuguese and finally the greedy East India Company to India), it has its heritage of being the cradle of many philosophies and religions living respectfully and peacefully together. Of course, India was divided in different kingdoms which liked to go to war with each other (like in Europe some hundreds of centuries back), but there was – until the muslim invasions – never the suppression of belief or religion. Tolerance and respect were paramount, which is proven by the ancient texts in Upanishads (considered the oldest scripture on earth), the Vedas and other literature. That way, the Jain religion, the Sikh, and Buddhists, and many other off-springs of “Sanathan” (Hindu philosophy) flourished side by side through thousands of years. 

The understanding or realization or wisdom of life evolves and emerges as an individual learns, not only by amassing knowledge but also by acquiring wisdom which means Knowledge in Action (KIA). Focusing on “Knowledge in Action” facilitates understanding of oneself in relation to environment, social and nature-bound. This process can lead from focusing on one’s own person and needs towards an attitude of responsibility, abolishing so called “negative” selfishness (as adverse to “positive” selfishness which means a sound, non-exploitative self-confidence). The widespread urge for self-aggrandizement, living on the cost of others, vanity and haughtiness, dishonesty in name and fame, will disappear. It promotes constructive criticism which is the only way to improve one’s own personality and all conditions around. As a humane-minded independent personality and thinker, one can achieve progressive, egalitarian structures in a society.

International bodies like UN, WTO, World Bank, UNICEF, and many more, should be restructured and freed from the dominance of the superpowers. Presently, these bodies are corrupt to the core, and they are not in a position to support nor bring about a more just or peaceful world. Of course, the global powers are not at all interested in “Peace” as the biggest profits they make are from manufacturing weapons and the subsequent arms trade; also, it keeps their markets in dependency and is frequently fueled by the various proxy wars instigated by the superpowers (recent examples: Ukraine, Venezuela).

As long as all the international bodies are following the negative side of “Marketing” in only looking into the extortionist profit side, there will be inhuman conditions and utter exploitation of those who have no voice in the powerful UN and the departments

In the context of governance in India, we can safely say that – irrespective of political parties and influences – the Indian Administrative Service (IAS) is factually governing the country, and running the state and central authorities. At all levels of governance, whether in state, district, Centre or even in many constitutional and quasi-judicial positions, all have been occupied by these high-powered bureaucrats. We also can safely state that the “neutrality” to which they pledge their oath is often violated due to rampant corruption. Thus, the real governance is executed by some 6000 bureaucrats, most of them highly qualified (in spite of the Reservation System) who are above proper control and accountability. This has to change! Improved, revamped training for building up social responsibility and a radical change of mindset would greatly support this demand. The model concept of “from Charity to Creativity, Capacity and Confidence-building” (CCCCB) would be an ideal fundament for training future IAS officers, also for refresher courses of those already in service so that they become acquainted with requirements of a modern society. 

Viable Investment Opportunities, or VIO:  The cornering of state by the mafias has led to distorted definitions. The perverted definitions of many words, including economic development, the GDP, infrastructure, etc. have created havoc. The low-cost high impact or natural systems of costings were manipulated by mafias. Time has come now to reverse this process by decentralized, environment friendly, localized, self-employment-oriented investment alternatives combined with strictly transparent accountability. The costings, taxes, subsidies will also be redefined in this process. 

 

Q 11. Harm done by programmes like Special Economic Zones (SEZs) – and options like Social Economic Zones (SOEZs):  

The overall concept of SEZs is basically meant for creating jobs in areas where investment in setting up factories and other enterprises was hitherto missing. Companies would be given advantages like tax exemption and free trade conditions (among other advantages) for investing in such areas. It logically means that certain companies are being granted facilities and considerable benefits against others, thus discriminating in nature. Hence, we have developed a decentralized, sustainable model for benefiting the grassroot people and the Indian economy: SoEZ (Social Economic Zone).

In the context of this article, we will not elaborate further on the SoEZ model but will publish an article dealing only with it.

 

Q 12. What type of paths for action can be suggested to tackle the challenges of our time without compromising the cause of an egalitarian civil society?

We can all agree that a successful path to an egalitarian, welfare-oriented civil society has to be flexible and not obsessively following the “one single truth”, as we observe it in fundamentalist circles. The vast diversity of personalities, environmental conditions, aims and aspirations, chances and perspectives, etc., exclude automatically the one and only right path: we can offer a “middle path” for all those who do not want to take any risks. There is the “visionary path” for all those who have or expect new ideas and perspectives to evolve, there is the “drudgery path” where people perceive each and every effort or challenge as something directed personally against them, there is the “fantasy path” for all those who refuse to see reality but go on dreaming and creating their own world (and wonder why there is no fulfilment nor success in life). Finally, there is the “egotistic path” for all those who are solely interested in their own needs and wishes, and hence, live on the cost of others, they are the looters and exploiters, but of course, there is a whole spectre of “in-between” paths. 

It seems that there is enough choice for every one, but reality shows a very different picture: 

In the so called developed, democratic countries, there are real choices so that people are not stuck up in ages-old traditions which stifle them, and the oppression by societal control mechanisms (especially against women), and overall discriminatory structures. In India, we have to stand up and fight these anti-democratic, inhuman tendencies. The dragon of fundamentalism is trying to raise its ugly head from various sides, mainly from self-righteous fundamentalists from Islamists and evangelical Christian sects, and unfortunately also in some Hinduist pockets in the disguise of “keeping up traditions” or the like. 

People have to be encouraged to find the most dynamic, future-oriented path for themselves and do away with all the long-trodden, inefficient ones. Striving for equality, for an egalitarian, corruption-free society should be the guiding principle, opening all perspectives for fulfilment and happiness.

There are no ready-made solutions or options, but all the challenges have to be taken as opportunities. Pensioners, especially from IAS and All India Services could take over a leading role in opening vistas as they have insider knowledge and experiences which they can share with the people. We can expect the well-meaning pensioners to engage themselves in constructive activities instead of craving after assignments or extension of their work after retirement. 

It would efficiently market the volunteer work by retired persons which is hitherto widely Unmarketed. 

 

Q 13. What are the main issues in exploring the full potential of “Marketing the Unmarketed” to India?

We are dealing with a most complex net of very different topics interlinked with various facts and conditions. Let us try to un-weave some of the rather confusing questions which have to be answered:

 

• How to market the unmarketed India to Indians? 

• How to market the unmarketed India to the world? How is India marketed abroad? Should it be left to the Foreign Service bosses (see 5.)? What is the role of NRIs, PIOs/OCIs, businesses, writers, tourists, philosophers, media, technologies, etc. – what are their respective vested interests? Is there scope to expose the real, may be not understood India?

• Who are the people in India who depict their country in a very biased way? What are their vested interests? Which role has the IFS in marketing India abroad? Which role should it have?

• What positions in the Indian system of governance do the marketing-decision makers hold? Are they sitting in cushy, comfortable chairs, comfortably planning and running India? Do they have any realistic idea about the local conditions and aspirations of real India? 

 

 

All these issues have to be analyzed and, of course, followed by adequate practicable concepts. Let us analyze the most popular marketing slogan of India: “Incredible India”. It should, among other things, evoke the idea that India has lots of hidden and unimaginable secrets, and people are challenged to explore them. Of course, it evokes the curiosity of outsiders and foreign tourists but it is rather very cynical. Just imagine photos of child labour, of veiled women (after all, India is a democratic country with equal rights for all!), of graphic depiction of accidents, human habitations without toilet facilities, educated women protesting against women in procreative age demanding access to a temple, etc. 

These are very negative facts that are really “incredible”! Clearly, this slogan is a shot in the knee of the marketing experts! Now, it would be futile to delve into discussing possible interpretations but we can safely state that the slogan conveys a lot to be ridiculed.

Expectations management with reasons need merit-based systems. Can caste, community, all the role-players, be made to market their good points and strengths? In our digitalized world, is it possible to work for Jai Jagat (or one world) with firm foots on the ground?

The urgency for changing the mindsets, the work-culture, enhancing sensitivity, introduce overall accountability, etc. has to be strongly propagated. The mission “Marketing the Unmarketed” will have to be brought to the masses for bringing out the best of all our talents and resources. Slogans will not really support the mission but may again lead to ridicule and misunderstandings; what we have to build up is a three-point convincing, coherent strategy for depicting India as a future-oriented huge market, as an attractive business partner and as an attractive tourist destination. This can only be achieved through accepting the real facts, otherwise we would lose the necessary credibility.

The need and imperative of internal resource generation by all the departments und commissions of the government is long overdue. By carrying out strengths, weaknesses, opportunities and threats analyses, by enhancing efficiency and cost consciousness, all the departments will become more and more “smart”.

Decentralization, sound competition, non-exploitative privatization, localization, humanization, digitalization, cost reduction, inclusiveness, transparency, accountability, and the overall fight against corruptive structures are the most important tasks. 

The various governments have all failed to consequently bring about the necessary change. “Marketing” is widely perceived as instrument for selling lies as truth and for artificially creating unnecessary needs, instead of establishing a sound system of credible information in all fields, thus encouraging people at grassroot level.

 

 The active involvement of the persons of Indian origin or retired people, and all unused resources would accelerate this change of mindset. 

In the complex world of our times, the imperative of holistic understanding and de-mystifying the market, calls for the active involvement of all for “Shubha Labhi” (mutual profit/advantage) change. The climate change, the Millenium Development Goals, the poverty of masses etc. call for this radical change in mind of all. 

In short: by taking “Marketing the Unmarketed” Mission as a rational approach, all will benefit in a hassle-free process. The impact will be felt by all in a simple, straight manner.

 

Q 14. Is “Marketing” part of art, science, culture, psychology, commerce, philosophy, technology, brainwash, loot, or defined by using war-strategies and tactics?

From the holistic view, “marketing” can be understood as a system of skills and tools for satisfying the ultimate aim of “selling” – this can be done in honest, truthful ways, but is nowadays mainly executed in its aggressive form, meaning

1. aggressive selling by exploitation, without satisfying genuine needs because genuine needs would not require marketing. The socio-psychological skills and tools for aggressive marketing consist of using societal strengths and weaknesses of people in a given culture, and instigate more and more pseudo-needs to satisfy the people. Thus, profits are enhanced, and people are brainwashed.
2. Instigating pseudo-needs means the use of deceiving practices (like depicting goods as especially efficient or powerful, of course, either in contrast to competitors or as miraculously new product), accompanied by so called “scientific” proof or by direct experiences of individuals (all of them paid for).  In India, we observe high profit-making by companies which sell products for ‘fair skin’ whereas very one in his senses should know that pigmentation cannot be changed by chemicals without causing severe health problems. The same way, we observe a craving for all sorts of ‘weight-loss’ products with the same health risks.

Q 14.A How do we differentiate between “Selling” and “Marketing”?

In a simplified manner, we can say that the way to “selling” is paved by marketing tools, whatever nature these may have. “Selling” is the ultimate aim while “marketing” provides platforms for evoking attention in the target groups and make them easily accessible for those who sell.

Q 14.B What can we do to “de-mystify” Marketing and the accompanying tools?

The easiest way to avoid falling prey to all marketing machinations would be to give up gullibility and just use the brain and common sense.

 As mentioned above, “Marketing” is a multi-pronged tool and has a multitude of definitions, depending from which angle it is defined. Basically, it serves the profit-makers and thus, the selling machinery. The widespread irrational admiration for Marketing Experts is mainly due to the fact that these people naturally market themselves in the most glamorous light to enhance their pseudo-credibility and also, to lure more and more people into the business. Marketing has become a very big industry with highly influential lobbyists all over the world. There is nothing “mystical” in the business but crude profiteering, irrespective of the often very negative consequences, like making warfare acceptable to people, etc.

We all have to develop a more critical and less irrational view on machinations which influence our lives and that of future generations. Marketing denial of Global Warming is a mere crime to humanity. 

In India and almost all countries worldwide, corruptive practices are integral part of marketing to influence political and bureaucratic decision-makers. Let us observe closely what is happening in these fields, and let us put pressure against these practices. Strengthening Civil Society would be a decisive step in the right direction!

Of course, we are referring to the deceiving, cheating, manipulating, lying, inventing “fake news” machinations of Marketing (like the “reasons” for invading Iraq, or most recently, Venezuela), and logically, this deceiving is the result of pressure to evoke broad attention so that the message of the mission would reach more and more people as necessary. It is executed by all companies, organizations and institutions which make profit for success and for survival. 

Our message would be: open your eyes and ears, be critical, check credentials, explore true scientific proof, use your common sense, find out genuine need, find out and discuss with (credible) persons who have experiences with the respective product/service. There is no other way to counter aggressive marketing and the subsequent brainwash.

 

Q 15. What are the driving forces in “Marketing”?

Like in almost all ways of human life, greed, allurement, fear, gullibility, ignorance, superstitions (mainly in the well-marketed fields of religions and other ideologies), craving for status, ego-driven behavior, opportunism, pretensions, pressures (from ‘nears and dears’) play very significant roles, and marketing tools are developed to make use of these weaknesses. 

Humans also want to dominate others or a situation, even while applying force and violence. Opportunism leads people to join hands with those who want to domineer them, human craving for status supports the marketing of ‘brands’ and building up ‘trends’. In the field of behavioral patterns, we observe the widespread “pleasing syndrome” which is just a special form of opportunism.

By using this plethora of “accession points”, it becomes very easy for marketing experts to select the most promising aspects and ruthlessly use them. Modern Information Technology (like facebook, twitter, instagram, whatsapp, etc.) with their profitable selling of private data (which is a crime) make it very easy to design individual profiles for targeting more and more people more and more efficiently.

 

Q 16. Does “Peace” need marketing?

Superficially, every one would accept “Peace” and peaceful surroundings as vital parts of a good life. But instead of massively contribute to such conditions, we support conflicts, wars, distrust, greed, unhappiness, exploitation and all sorts of behavior and actions opposed to a truly humane society are marketed. A society which would be supported by understanding and mutual respect, obviously widely preferred to a social system with a humane face, does not have scope for profit-making and is thus not marketed. Exactly here, we can pinpoint the indeed ugly face of marketing. In this context, modern technology plays a devastating role in helping to spread faster not only “fake news” but also messages of hatred all over the world – of course, the marketing experts make their use of that.

When Mahatma Gandhi was asked “What is the way to peace?”, his replay was: “Peace is the only way.”

Since Peace obviously needs marketing, the role of the opponents has to be considered. Those who have vested interests in supporting and/or instigating war or proxy wars, or war-like conflicts would never allow Peace to prevail and flourish. Considering the work of various institutions and organizations pretending to work for Peace – most prominent among them the UN and their departments – we can clearly state that they are marketing themselves only. 

In this context, we have to notice what is oozing out from countries or groups with clearly anti-humane messages, like the recent gruesome killing of Indian Jawans by Pakistan, and the subsequent pretentious claim that Pakistan has nothing to do with it. They lie with impunity since Independence, in spite of innumerous attacks, whereas the whole world knows for sure that terror groups are trained on their soil and exported to India as violent attackers, assassinators, suicide bombers and trainers for local youth who fall prey to the so called “religious” duty. The marketing machinery is continuously trying to spread the message that Pakistan would not support terrorists of all kinds, would not harbor the criminals responsible for the 3-day Mumbai slaughter freely and with all comfort so that the misdeeds continue. The UN countries know all this very well but turn their heads and pretend not to know.

A quote from a German theatre play (by Friedrich Schiller, “Wilhelm Tell”, translation by the authors) says: “The most peaceful man cannot live in peace and quiet if an evil neighbor disapproves.”

After the recent crime in Kashmir we can understand the call for “revenge”, teaching lessons, deterrent retaliation, etc., but it would mean that India would stoop so low as to take to inhuman measures. No doubt, India has to react strongly, it has to defend the country and its citizen, but it has to do it with civilized methods.

 

Q 17. Are the “World Grading Reports” (Like “World Happiness Report” etc.) mere marketing gimmicks?

On the one hand, grading reports like “World Happiness Report”, etc., basically provide welcome data for comparing conditions in different states, and the chance to learn from each other. In reality, countries and their people and governments do not learn from each other but try to find weak points in the reports which they may use for their own vested interests. Further, the parameters and also the methodology for collecting the information are not clear or otherwise doubtful. The results of these reports have to be taken with a pinch of salt and looked at from the angle of plausibility. The recent “World Happiness Report 2018” shows with a high degree of plausibility that the first 10 positions are occupied by democratic countries and also, that the higher the grading for democratic infrastructure, the higher the degree of happiness.

Further down the line, we are sure that many data must have been severely manipulated so that certain countries seem to have a high degree of happiness in spite of the fact that in reality, dictatorial regimes with the subsequent suppression, lack of democratic infrastructure, and often inadequate food security or massive gender inequalities prevail.

We have often to deal with false research results produced by paid researchers or publishers/journalists who serve their ‘masters’, and very efficient marketing agencies who deliberately project doubtful, manipulated data in the name of “objectivity”. Of course, where human influence and/or interpretations are involved, something like “objectivity” can never be expected, the same applies to “neutrality”. Best examples are the result of opinion polls (for example during election campaigns) where the predictions clearly differ from each other institute depending on the political or religious standpoint of a respective agency.

We can safely say that many opinion polls and world reports on different issues may be conducted by serious scientists, but the 2 decisive problems cannot be ruled out:

1. How are the data interpreted and by whom?
2. What data were (or will be) either manipulated or left out of the final report.

The present “World Happiness Report 2018” (contracting authority: UN) shows very doubtful data

In view of this, it becomes clear that all these data and results are prone to be manipulated and interpreted at will so that we should not give too much importance for our own decision-making.

 

Q 18. How should “being an Indian in India” be marketed? 

Since Independence, India has suffered a massive brain drain, mainly to Western countries. Nothing was done to 

 

Inferiority complex, SWAT as perceived by the majority, 

A holistic answer to this question is to be found in the widely underestimated book bu A.L. Basham: “The Wonder that was India”, Fontana Books/in association with Rupa & Co., 1971, first published in 1954 (!)- quote of Severus Sebokht, beginning of the book – see also the Appendices (pp 490 ff), showing the subject ancient Indian civilization had thorough knowledge: Cosmology and Geography, Astronomy, Calendar, Mathematics, Physics and Chemistry, Physiology and Medicine, Logic and Epistemology, Weights and Measures, Alphabet and its Pronounciation, among the most important.

There are enough writings, experiences, dedicated people, civil society members and even in civil serviceds who when given opportunity can gulvanise the people by maketing India. Basically the Indians have been used to live with nature, within their means,considerate to authority and believing in birth and rebirth. It is not the question of good or bad. But today with rationality, masss awareness, experiencing the hard facts of our structures, the climate is ready for mass involvement. 

Marketing the Unmarketed India

 

1. 19 How to market “Policies for the Masses”? 

We have to be always aware of the fact that presently the policies are marketed for gaining votes or for suppressing power of the people. The masses are divided and kept ignorant of the realities. But as and when the need and urgency for marketing the policies to the awakened masses is taken up for action, the cheating or falsifying has to be over. Obviously, the merit based, bold, inclusive, win-win, transparent, happiness enhancing policies have to be formulated, refined and marketed in the way they make impact. Hence, once this realization would enlighten the politicians and the structures of governance would be changed accordingly, the localized, neglected issues would be taken up for action. Then, when awareness and commitment of the political leaders and the parties become clear, the acceptability of the so called difficult or tough policies can be marketed. For this, an atmosphere of trust, sincerity, and commitment is a must. It can be done by learning from the doers, by highlighting exemplary exceptions in all walks of life, pruning the state powers, encouraging people to speak out frankly and boldly, and involve them for designing and providing sustainable solutions. There is more than enough scope for sustainable hope models in a country of 150 crores, with 8000 development blocks, about 750 districts, and huge diversities and cultures, positively living with nature. These examples have to be identified and replicated.

In this connection, the authors would like to mention an order of the earlier Planning Commission, (now Niti Aayog) which demanded “Learning from Doers”, before any policy was formulated. This order was not implemented, like so many other good orders and suggestions.

To have a practical impact at all is that people have to feel and see positive changes around them. Bluffing, deceiving and delaying tactics would no longer be accepted. The time is ripe that, with the help of digitalized measures, the people will see the reality and they will decide for themselves.

An important suggestion for efficient Marketing is: Develop a policy where 80% to 90 % of works and expectations of the people would be fulfilled from Village level up to Block or District level only. Why should decision-making be made at faraway levels of the hierarchy? If people get their jobs done locally, it will be within an appropriate time, procedures would radically be simplified, and taken out of the clutches of the habitually overworked or corrupt Civil Servants. This would make all the difference! 

 

Q 20. Will “Marketing the Unmarketed” inconvenient and dangerous for the looters, exploiters and lobbyists?

This groups are interdependent, organized, well connected, well entrenched in the corridors of power, and they know the game well. Hence, it will not be easy to fight these groups. 

No question that these machinations have to be fought against and culprits have to be punished, but reality all over the world shows that they will always raise their ugly head. That means to be on the alert all the time.

Strategies and tactics for fighting those who are harming economy and people, have to be meticulously planned and implemented because many of those supposed to fight the evil are part of the evil themselves. 

As the character of people with a looting and grabbing mindset cannot be changed, we have to find appropriate measures from preventing them to continue so. Maybe, some will accept a more constructive mindset, but we cannot rely on it. Let us have a broad public discussion on this issue.

We call it “A-Sarkari” and “Asar-Kari Abhiyan” (non-governmental and efficient movement) for change. Many well intentioned, well placed, experienced politicians have appreciated this move. They know the problems. but is a pity that the Civil Services have not been appreciative of this movement so far. The reason is obvious.

The role of quick punishment becomes very crucial in this movement to show the seriousness of counter-measures to loot openly so that the involvement of the judiciary and the RTI Act become more and more important. 

 

1. 21 How to market deserving Exceptional Performers?

At all levels of society, we find positive exceptions performing in the given systems. They have managed to overcome obstacles. These exceptions or hope models need tools or platforms for marketing their successes as Models for Replication. The existing systems are afraid of them as they prove their uselessness und thus try to discourage them from all sides of the bureaucratic machinery. But they will induce the hope, provided that these models are marketed locally, regionally, and nationally to the people, especially the entrepreneurial, the media and the policy makers.

We already took various steps to market many such doers successfully, just to name Shri Jagveer Singh Junglee of Uttarakhand who planted 150 mixed forest in his land without any govt grants and was made brand ambassador of the Forest Department.  Same way, there are many more exceptions who have done excellent work, and if an atmosphere for replication is provided, an optimistic culture of performing without the crutches of government grants will evolve.

 

1. 22 Can there be strategies & tactics to fight over-commercialization?

Yes, if we analyze the harsh reality of Marketing and its nature in a holistic way. 

A process has to start where we focus on the essential, genuine needs to live a fulfilled, enjoyable life. At the same time, we have to awake consciousness about so called needs which are artificially created by the usual marketeers. Artificial needs come under the category of “fashionable” etc., people become convinced that they would genuinely “need” it, but all these products, objects and services only serve to enhance the profits of the global players. 

For example: regularly, people are made panicky by exaggerating harmless diseases, may be caused by certain flu viruses, so that lots and lots of allopathic medicines (through global pharmaceutical companies) can be sold with the advantage that, while hyped up, the prices can be limitless inflated. Another example is the fact that regularly “research” reports are appearing in almost all media, trying to convince people that a certain food (or something else) would be extremely healthy, whereas another may suddenly be dangerous health-wise. There are lots of paid “researchers” and their analytical companions (Sociologists, Psychologists, all sorts of “Experts”) who will gladly support the activities so that myriads of gullible individuals fall for the recommended goods. As all professional marketing experts know, memory is quite ephemeral, and a few months or years later, they will propagate exactly the reverse, often with the same “experts” as earlier. Our last example is taken from the world of fashion/status combined: One thing the marketing industry can be sure: fashion and its accompaniments change faster than some people can follow if they want to be on top of all information. The fashion world is the most exploitative (especially in view of the ways of production, also in India), most superficial, most deceptive, and most profitable of the many marketing fields, and it feeds like leeches from human vanity.

One of the laws in marketing is that the market has to be kept moving which means that the best methods of continuously keep and enhance the pace are creating confusion, insecurity and making people dependent from what is “in”, dictated by the famous and the glamorous, which are marketed in a way that they have to be imitated to achieve a certain status and appreciation among their circles and in society. In the last decade, the so-called Social Media have developed into veritable octopuses trying to drag everyone into their ambit. 

There cannot be any other way to fight these perversions of the human spirit than tirelessly working for clarity, transparency and massively expose all the habitual pretenders and liars. 

 

1. 22 A How can we fight the influence of “Shark Capitalists” within our nation and globally, and what can we learn from those who defeated them successfully?

The term “Shark Capitalism” is coined for all those states where private enterpreneurs can exploit people and grab raw material at their will, and where pollution on all fronts is allowed under the mantra of “profit”. Most of these characteristics apply to the so-called free world in the industrialized West, but they also apply to most of the other present-day states, irrespective of their political infrastructure: be it feudal like most Emirates, or dictatorial, or anything else. The main characteristics are exploitation and inequality, but of course, in civilized democracies, there is ample protection for everyone.

 

1. 23 Have Vinoba Bhave, Dnyaneshwar, Mahatma Gandhi, Albert Einstein, Kabir, Martin Luther King, J.C. Kumarappa, Karl Marx, J.P. Narayan. Bertrand Russell, Vandana Shiva, E.F. Schumacher, Rabindranath Tagore, Tulsidas, Swami Vivekananda, and many others from all over India and from all ways of life who have been warning of the dangers of over-exploiting  nature been heard

 “Small is beautiful”, nature, environment compulsions, etc. have been sidelined in the frenzy for “development” which is factually leading to materialistic attitudes and ruining sustainability in people-oriented development. It is a fact that from time to time, sages or wise men and women have been warning about impending disasters but were hardly listened to. Rather, if at all taken up, commissions are set up or research projects are initiated, which will delay all solutions. Thus, the commissions and the research projects are just cheap excuses for doing nothing but pretending to be busy with the issue. In reality, commissions are built up with retired bureaucrats, chamchas, or otherwise workless people. They are very happy about assignments of which they know that no-one expects any worthwhile outcome. In view of “research projects”, the researchers also know that a) they can delay the final report endlessly, and b) no-one is interested in the results. Thus, decision-making is delayed endlessly, the chamchas are satisfied, and taxpayer’s money is again senselessly wasted. 

The speed which carries the “modernization” will lead our world to the brink of extinction, if appropriate counter-steps are not taken. Even now, there are leaders who deny the impending disasters – deliberately, because they are corrupted by the lobbyists, or out of ignorance because they do not understand what is at stake. In any case, mankind and the whole world are at the abyss of total disaster.

In human history, wise men and women have always risen against inhumanity, suppression, injustice and all forms of exploitation, also the environment. In cases where they were listened to, things could be mitigated. We are worried that in our present time, it may already be too late. Hence, all concerned must come forward pool and pull all their strengths and work into avoiding the mistakes of the past. By localization and drawing conclusions from experiences of the deeds and misdeeds, it is possible to avoid repeating the same mistakes.  

 

24. 24. Can marketing tools help to put pressure for action on decision-makers?

The same way as other influential tools of marketing are used, civil society can be strengthened by making people aware of their power in all fields. In India, people seem to be easy prey for exploitation because of their attitude to put their own interests over the country and over societal welfare. We are of the firm opinion that, with a holistic determination, “constructive marketing” could solve a lot of problems which are created by “destructive” (aggressive) marketing. 

Some time back, we have drafted a question paper as contribution for a “UP River Policy Concept” which we published in a respective workshop. It was not taken up for consideration as of now. We repeat it in the following and hope at the same time, that some competent and honest decision-makers may take up the points.

The marketing tools which are well-known could definitely contribute to awareness and finally to implementation, provided the investments which would be necessary are not siphoned away by other vested interests. 

 

Paper for Discussion: 

at the brainstorming session for formulation of UP river policy draft, 

September 16, 2012, Meerut, NEER Foundation, Meerut & Jal Biradri, UP

We are glad to be invited to contribute to the formulation of a ‘UP River Policy Draft’. As is our holistic approach to sustainable development, the river problem cannot be viewed without taking into consideration all the other related issues, like the whole spectre of environment pollution, health problems, and the gigantic issue of Global Warming.

Here, we would like you all to consider and discuss the following:

1. What are the lessons of the past for improving the river conditions (i.e. including what we call ‘ancient wisdom’)? 
2. What are lessons from other nations (like Germany, etc.) in improving and healing river conditions? What can we do efficiently for creating mass awareness in attitudes and the will to perform? 
3. Are small dams better solutions for achieving aims & objectives that big dams are supposed to fulfil? What are the advantages of small dams compared to the problems big dams create? 
4. What roles should people and elected grassroot bodies (i.e. Panchayats) play in this context, and what practical steps should be taken in view of holistic awareness & action towards a liveable present and future? 
5. What could be the roles of spiritual groups, communities and other civil local bodies? 
6. What role has recycling of waste to play, especially concerning cleaning environment as a source for non-exploitative businesses and job creation? 
7. Why is “Going Forward to Nature” our slogan as opposed to the very misunderstood term ‘going back to nature’? 
8. What should be the role of decentralized inclusive planning and good and responsive grassroot leadership? 
9. Why is protection and healing of biodiversity the only answer to the environmental threats? Why is it almost too late? 
10. Are natural resources the property of the people or are they property of the State? In view of the state of condition we propagate the ‘power for the people’ to protect natural resources, especially our water(s) – rivers, lakes, groundwater, etc. 
11. What role is ‘money’ playing in the context of protecting water as the ultimate source of life? Can we allow exploiters misuse it? 
12. What role have the decision-makers in administration and politics to play in view of establishing strict laws environment protection, punishing the offenders, and enforcing all powers that be? 
13. Why have laws to be holistic in the sense that all offenders be severely punished, irrespective of ‘status’, including the many religious institutions which are among the most serious river polluters? 
14. What should be the approach for holistic sustainable protection of natural resources? Why is the protection and healing of rivers only a small part of the whole destruction of our water resources?

Let us take up the challenges and fight for action-oriented mass awareness – Forward to Nature! (not ‘back’ as some might us want to believe)

The various challenges of worldwide endangered ecological systems – of which the water management is of highest importance – can only be successfully tackled when people are involved. This must be done irrespective of countries, borders, tribes and religions!

 

1. 25 What is the size of Unmarketed India with reference to viable investment  

and employment opportunities especially in rural India?

There are roughly 80000 Blocks and about 350000 Panchayats in India. Even if 25 Jobs per village are marketed to policy makers, we could generate about 1 crore Jobs. It would need viable Swabhimani Investment of about 1 crore per village. Naturally, the concept of Grants, Rebates and Subsidies cannot be part of the “Swabhimani Marketing Model”. Details have been worked out by the authors in a separate Paper for Action. By using digitalization potentials and the capacity already created, it is possible to execute it immediately by removing all types of middlemen. We may mention here the case of Jammu & Kashmir where recently election to the Panchayats have been held successfully. Now, by using these Panchayats by marketing their potential to provide a Swabhimani Model, holistic examples can be set for others. If villages thus become more and more self-dependent, the main of problems of our times can be solved. 

It will not need any additional funding or grants, but with an appropriate blend of training and networking the ongoing schemes are enough to support the Mission of Hope from “Marketing the Unmarketed”. 

Q 26. Why are the authors that blunt, straightforward, undiplomatic, and rationally non-conformist?

We, the authors are now about 73 years of age, and they are convinced of a holistic view on life. They have studied and documented their concerns, options and suggestions in various publications. The concerns and challenges must be efficiently marketed to suit the demands for holistic understanding, accompanied by action plans. We also observed that a plethora of important and deeply insightful constructive critics and suggestions have basically made hardly any impact on the overall decisionmakers. 

Innumerable documents (research results, written descriptions, pictures and films) have warned of future disasters for mankind, and many are directly staring into our eyes. As pitiful reactions, named as “mitigating” or “abolish” threats, new departments were opened, people recruited, budgets sanctioned, laws passed, authorities for implementing and inspecting created, but all in vain. On the contrary, fears became worse and frightening repetitions created more worries. 

Now, the time is ripe for a holistic outlook and analyses.

We found that the usual holding back of genuine opinions (in the name of “politeness” or to fulfil the “pleasing syndrome”) is helping to hush up the real problems. We resolved to turn to speak up bluntly, frankly, pointedly and calling a spade a spade. At the same time, humour and pulling one’s own leg (as precondition for self-confidence) renders the ability to convince others. We also resolved to fight the attitude of “Lok kya bolenge?” wherever we come across it because it prevents people from following their own thinking and opinions. Hypocrisy and pretending are further reasons for our society to have lost faith in people and authorities which shows a dismal picture. Being outspoken with reason should be the motto, and it is high time the parents and teachers take it up as a way of life. Our children deserve it! 

 

1. 27 Have all the visions, opinions and concerns of the wisdom of India and the world been understood, explored, studied, and marketed both, in India and to the world?

Frankly, no justice has been done to true wisdom. The local arts, crafts, languages, heritage, places of historical importance, skills, inspiring sites, etc., have also not been well or appropriately preserved or marketed efficiently. The same applies to inspiring personalities, like philosophers, scientists, fighters for freedom, justice and other social causes who were also not adequately recognized and depicted as role models. These would be classical examples where “Marketing the Unmarketed” is needed.

When one looks retrospectively from a holistic angle, questions dispassionately and puts the Self in the centre of doings and wrong-doings, or not-doings, a horrendous, frightening picture emerges. Whom to blame is not the immediate task, but the injustice done needs to be examined, and steps taken or suggested for correction. 

 

1. 28 Why questioning in time becomes so very crucial? 

It is sad that the culture of questioning is largely missing in India. Putting questions or questioning is mainly perceived as accusations, quickly followed by more or less lame excuses where a simple answer would have been required. “Questioning” as a precondition for progress and reform is avoided and discouraged by all conformists and those who stick to the status quo at all costs – in short: those who are deeply change-resistant.  

To counteract the not-questioning attitude, we consider it prudent and timely to question our own thinking by adopting this form in some of our writings. The method of question-analysis allows to include dimensions we would otherwise not have targeted in a given context, and also leaves ample opportunity to refine, define, and improvise to suit higher experiences and knowledge. The practised questioning culture has many other advantages both, for individual growth and maturity, and for productivity enhancement without exploiting nature. It would be of highest importance to introduce and teach a constructive “Questioning Culture” in all our educational institutions at all levels for both, students and teachers! Unfortunately, “questioning” in class is widely considered a bad habit of a student as it is inconvenient for most of the teachers – thus, creativity is totally suppressed.

 

1. 29 What is Swa Tantra or Self-rule? 

Now, can a society, can individuals become self-governing, transparent and accountable? In a holistic sense, have these words to be clearly defined and refined to suit Swa Tantra, and the purpose of life? The role or needs of governments, or society itself, need questioning. The challenges of our time and the consumeristic GDP grading of life and development call for questioning. Gandhiji said that “politics without principles, wealth without ethics, commerce without morality, education without character, pleasure without conscience, science without humanity, worship without sacrifice are social sins.” 

Can by providing enabling environment to everyone, for self-employment, self-dependency, self-sufficiency, self-fulfilment, self-realisation, etc., be realised? In the era of digitalisation and world connectivity, it is possible to do with sensitized leadership and the right blend of policies without exploitative politics. 

By learning from the constructive doers, or exceptional doers who are successful in the end, or the “hope-ray models”, these processes can be accelerated. The hope models have proved to be successful and ushered in hope despite all obstacles. By modifying with flexibility to adjust to local needs they can be accelerators of change.

 

1. 30 Which role do Bhakti, Worship or Religious Beliefs play in building up self-awareness and self-confidence? 

Submitting to ideologies like religions and other irrational principles leads invariably to giving up one`s own thinking, thus losing individual independence and becoming easy prey to vested interests of those who are the leaders and exploiters of various dogmas. It is a very convenient excuse for doing nothing und for escaping individual responsibility: if a “supreme power” decides fate, what can a single individuum do? Religion has always been used to indoctrinate and to frighten people in the name of gods/goddesses so that they are willing instruments to be used in the vast framework of greed and power. Widespread gullibility and the irrational attitude of “being on the safe side”, social control mechanism within families and within social setups massively serve the purpose of further oppression. Impressive rituals, sometimes frightening ones, are psychologically important for keeping the believers in the state of good bhaktis, so that they even feel satisfied with their religious efforts because their prayers were seemingly fulfilled. The idea that the same things would have happened without prayers/sacrifices etc. does not crop up. Giving up one`s own thinking is almost like giving up one´s soul. 

We clearly state that individuals who submit blindly to religious or other ideologies cannot be reliable fighters for self-awareness and for a strong civil society. Individual beliefs have to be private matters, not to be imposed on others.

 

1. 31 How can by “Marketing the Unmarketed” positive change be ensured?

 Convincing people in a reasoned way by proven information, convictions, knowledge and science, and practical models is unfortunately not always successful, albeit it would support dignity and lasting impact. Instead, inducing fear or using force, compulsions or distortions of truth and reality may be sometimes used to awaken people to realities. It is a fact that methods which are used for exploitative, loot-oriented marketing may often help the good cause also: awaken people as a first step, and then show them truth and reality with reason and rational thinking.

 

1. 32 What are the areas for immediate action by Indians both, in India and abroad?

Creating an overall self-awareness in society and get actively involved in the process of positive, sustainable change. Indians abroad should try to understand present-day India instead of wallowing in an idealized India which may never have existed, even at the time they have left for settling elsewhere. There should be more exchange of information between Indians here and Indians abroad: modern technology would provide ideal conditions for setting up electronic platforms where likeminded people can share their activities, experiences and their visions. If the majority of Indians who live and/or have lived abroad would share their personal experiences without exaggerations, without the usual self-aggrandisements and, as it happens very often, depicting the conditions in their chosen country in a contemptuous manner as much, much better than anything in India, they could contribute a lot to a more reasoned attitude towards foreign countries and help decreasing the brain drain. Anyway, there is a lot of racism in foreign countries and, unfortunately, Indians are also not free from it considering their attitude towards Africans inside India and elsewhere.

In India, to be honest and frank, we observe naked selfishness, a loot-led culture, greed, inequalities, and the acceptability of corruption as a way of life at all levels. A questioning mindset is considered as disturbance, dishonesty is widespread and, accompanied by an over-dependency on various gods and the self-styled godmen (also the gods of Islam and Christianity). We also observe the over-dependency on governments plus bureaucracy, pressure groups and exploitative, self-styled leaders and the tendency to give up instead of solving problems through hard work and due questioning. 

1. While some of these attributes will be applicable to other parts of the world also, we found that the genuine wisdom and life style before the Independence of 1947 show a radically different picture as depicted in documents, books and told by the still available witnesses. This raises many questions: How and why became the major aspirations, missions, hopes and promises of the freedom fight suddenly irrelevant and outdated? How and why was it possible that the craving for power and positions could become the guiding principles of the new nation? How and why was it possible that the Indian masses and their needs suddenly played second fiddle or attained, at the best, very little importance for the “Brown Sahibs” now in power? Obviously, they had learned well from their colonial masters how to play the power game by just taking over the infrastructure of not transparent, authoritarian bureaucracy where accountability, communication with the masses, merit and work ethos are unimportant. Most of the political leaders changed seamlessly from dedicated freedom fighters into greedy and cunning politicians who knew how convenient instruments like Reservation System and other “minority” laws can be used for gaining voters. That the reservation system and the minority laws are deeply anti-democratic does not seem to disturb our politicians the least. Needless to say, that these developments started immediately after the first Independence government came into power, and that GandhiJi was officially held in high esteem but no one listened to him as was the case even years before Independence. The way the country was governed, led to one-sidedly put all resources (including getting more and more into the clutches of the Western-oriented, international money-lending bodies of WTO, World Bank and IMF) into industrialisation by totally neglecting the impoverished rural masses. Of course, the “pacification strategy” of the governments in doling out more and more grants, subsidies, freebees and also, false hopes and promises killed all entrepreneurial spirit and attitude which was very much there before Independence. The people in rural India became thus beggars in their own land, while the governments kept them mute. 

At the same time, the political powers saw to it that India got more and more divided so that the political games of greed and blackmail can fully evolve (Caesar called it: “Divide et Impera”). Till now, India is suffering from these wrong decisions and from the fact that money rules at the cost of merit and competencies. As it is very clear that both, Reservation system and the plethora of Minority laws are extremely harmful to our economy, we have to abolish these for two main reasons:

1. These are anti-democratic instruments which have to be abolished (The fathers of the Constitution agreed that the Reservation System should be abolished 10 years after Independence, but by then, the privileges were already too convenient, and the politicians feared voter’s backlash!)
2. When important positions are occupied by quota personnel, incompetence goes without saying. Also, seats in educational institutions are blocked by students who may not be suitable for higher studies. Eligibility for higher studies should only be decided after merit! 

India cannot afford the luxury of not tapping all its resources considering the global competition: as in all countries, “intelligence” and “talents” are evenly distributed over all strata of society, and the solution is equal access to all educational institutions for every child, admissions only after merit! Also, education should be free for all students (like in Germany), and the government schools should be upgraded in all aspects. “Public Schools” should be checked regularly for their quality so that we don’t continue to deepen the rift between the schools in “rich” and “poor”. In this context, we also have to demand that Madrasas and other religious “schools” should not be recognized as long as they do not follow the official curricula. Especially Madrassas do not educate students according to democratic values, and they should be closed as official educational institutions. 

 

1. 33 Which Government is the best and why?

We all know the statements of serious political analysts that that government is best which governs the least. 

What are the reasons and explanations behind this clear statement? From the holistic point of view, we all agree that a less interfering government would support self-responsibility, local self-governance and an overall basic-democratic setup. On the one hand, we need able politicians who understand and follow democratic principles, on the other hand we need a strong civil society with self-confident citizens who know what is needed for them and for society. This shows a very ideal picture which can hardly be realized, but mature citizens could make a great difference: the moment a politician, a party or a government notices that the voters have serious ethical demands, they will have to change their free-for-all looting attitude. 

India has to wake up from self-inflicted slumber and develop the vibrancy, the enthusiasm which were there before Independence. This way, the government machinery, the bureaucracy, the decisionmakers in all fields will understand that their seedy dealings, the corruptive practices, the nepotism and dynastic nonsense, privileges without reason, etc., are no longer appreciated by the voters. They should realize that voters are not like cattle one can force to go here and there, and that they started to question performances. Those who do not understand will be wiped out from positions of power as they have proven their incompetency.

 

1. 34 What are the issues in breaking up to analyse “Marketing the Unmarketed” holistically?

Unless you break up the problem or the issues for study holistically, the results will be non- sustainable. The over-compartmentalised way of our teaching, studying, research and governance has divided the holistic understanding with abysmal results. Fulfilled life with enjoyment, work satisfaction, pleasure and happiness has not been understood nor accepted in totality. Denying and guilt complexes are hanging like a grey veil upon the society and make isolated. Consumerist “fulfilment” does not bring about happiness and thus, does not mean anything. Marketing the wrong objects or behaviours, for whatever reason, has already brought the world to the brink of disaster. Now, it is high time to learn from the mistakes. The total rape of mother nature calls not only for brutally honest questioning of “Who profits?” but for immediate drastic action. A massive exercise of “Pinching, Punching, Pushing” in all fields will support sustainable change processes.

 

1. 35 Is there a process of “Silent Revolution” going on in India – or can it be marketed?

Obviously, a “silent revolution” is taking place, but in a creeping manner. It is very wrong to say that nothing is changing, change is even accelerating by the day! But in which direction?

The train to disaster is already on the tracks, and the blind profiteers are marketing   as a trip to a wonderful future. The honest questioning of this trip to disaster is deliberately suppressed so that all citizens have to build up strong resistance and forceful fight against deceitful marketing strategies. We are dealing with a situation where the vested interests are still in power, and they are highly exploitative, nationally and globally. 

If a change towards efficient, non-exploitative, people-centric, nature-oriented and profitable infrastructures would be marketed, including digitalization for better cost-consciousness and efficiency, and if honesty would be marketed properly as a way to a balanced life and to a harmonious society, maybe we can delay disaster at least for the next few generations. We are afraid that it is already too for averting disaster at a longer range, thanks to the looters and profiteers. People-oriented marketing would open eyes and activate people.

 

1. 36 Is our time ripe for total extinction of the world as we know it or is there scope for happiness of the masses?  

Both are possible, depending upon the aims and objectives of the respective world leaders. As long as there is enough to loot and to exploit, even the worst shark capitalists would hesitate to activate the ultimate nuclear weapons. In this context, incompetence, sheer stupidity and mental problems of certain world leaders, known as totally erratic, could lead to irrational, irreparable actions. The positive side lies on the side of the conscious world leaders who are aware of all the dangers and who are trying to create a better, a peaceful world. But we cannot rely on the world leaders, but we have to act ourselves. 

The evil forces of destruction, embodied by the shark capitalists or by the power-greedy (mostly both combined) leaders who wake up and demand “their” share have to be weakened, the influence of the “sharks” on governments has to be cut down. Such a process can only be accomplished by the power of the people who should massively demand their Human Rights. The “Power of the People” has to be marketed so that they become aware of it. Equality and egalitarian societies have to be marketed so that the underprivileged (like women and certain ethnic or religious groups in certain countries) wake up, solidarize nationally and globally, and demand their share. There will be fights, the “hidden change” in mindset is already on the way, thanks to modern technology, and the fight can be won!

 

1. 37 What can we learn from Ancient Wisdom and from honest Philosophers and Scientists through the ages?

We cannot go into the myriads of messages and wise statements and theories, but we can mention a few of the most enlightening examples: in the first place, there is the most impressive epos of mankind “Mahabharata” (in it the story of “Yaksha Prashna” among many others), Panchatantra (similar to other fables all over the world), “Hind Swaraj” by GandhiJi, “The Wonder that was India” by A.L. Basham, “Lessons of World History” by Arnold Toynbee, many works by Bertrand Russell, Albert Einstein and a plethora of authors and doers to learn from. 

On the other side, we also have to learn from examples which led mankind into disaster, like the butcheries of Partition of India which have still not ended, the atrocities in the World Wars I and II, the way Hitler and other demagogues and brutal murderers came to power, and the way superpowers’ policies are executed by governments and their supporters in the UN to grab whatever raw materials they want.

If it is true that human beings are the only “intelligent” creatures among the species in the animal world, then we should expect them to learn from history, and they would avoid exploitation and suppression, and strive for a peaceful world. We are very doubtful.

 

1. 40 What are the implications of known certainties or uncertainties, and how do these shape our behavioural patterns and thus the societal norms and regulations?

1. Knowing facts does not change anything, the same way that invented pseudo-facts (like in religion and other ideologies) can initiate changes and bring about destruction. 
2. Good intentions and wishes do not change anything.
3. Human nature requires perspectives to become active.
4. Death is a certainty, but most humans live as if this would not apply to them. The same applies to all natural resources where mankind brutally exploits to the extent that they destroy natural abilities to renew itself. So: death and extinction are looming over us. But the behaviour of mankind seems to be that this world is able to renew itself endlessly. This is exactly what has been marketed, and now, we all are and will be suffering from the impact.

 

1. 39 How can retired pensioners influence present-day bureaucrats on deeds and misdeeds, mistakes or emissions of work, or non-performance in their service career to learn from and perform better by “Marketing the Unmarketed”?

We would suggest that those who seriously and with a truly critical mind retrospect their career, the implications of their individual performance, their communication patterns with colleagues, publish their experiences and what they learnt from. This would be another example for “Marketing the Unmarketed”, and it could support the efforts of reform and re-designing existing patterns greatly.

 

1. 40 What are the implications of propagating voluntary simplicity in the era of global consumerism at all costs? 

As we define “simplicity”, it would prescribe harmonizing the joy of life with nature and nature protection. Many propagators of “simple life” have regressed into a sectarian way, sacrificing joy and happiness for imposing all sorts of restrictions on food, clothing, housing, modern means of transport and communication, and other things which differentiates the living conditions of present-day people from those in ancient times. Protecting nature does not mean sacrificing, but it means to develop a consciousness about it and follow nature-driven habits.

In view of the problems of overpopulation and pollution at all fronts, we just cannot pretend to live like our forefathers who had completely different surroundings and means of existence, not to go into the topics of science and technology. Our task is to find ways and means to feed, shelter, house, educate and evolve businesses in the framework of present conditions. “Calories” cannot be a useful parameter (in times of junk food!) but health food which has to be affordable for everyone is important. We don’t refer to the “fashionable” health food, where every now and then another product is marketed of which no-one knows the true effect on human health. Profit-oriented producers want to press genetically modified products into the daily food habits by aggressive marketing strategies so that both, producers and consumers, become gullible victims. We can counter these strategies with boycotting these products and consume locally grown (if possible) goods. The same way, the plastic menace has to be fought against by conscious consumers, highly processed food like white sugar, maida, white rice, packaged fruit juice, etc., should not be consumed. The power of the consumers has to be marketed as hitherto “Unmarketed”, and the unscrupulous producers and marketing experts would be help-and clueless, having lost all their weapons. 

 

1. 41 How can, in the process of “Marketing the Unmarketed”, elected representatives, civil servants, retired people and pensioners, even the profiteering “shark capitalists” become part of finding and implementing alternatives benefiting all?

If all the above-mentioned people and groups understand that only a balanced situation and stable welfare conditions in a country can bring about the highest level of efficiency, even the most egotistic person, the most hardened deniers of Global Warming and Climate Change will see the necessity to contribute to sustainable development. Making all people aware of the seriousness of the situation and, for best impact, about the destructive power which will destroy themselves and their families, then, awareness should be massively marketed. We expect the above mentioned decisionmakers and the experts to support all efforts of preventing the world to become unlivable. As the “shark capitalists” are not stupid, they will finally understand that their future is at stake the same way as anybody else’s, and that one cannot exploit when there is nothing left. This way, they will understand the situation and shift their priorities accordingly as it has already happened in some industries.

Summing up:

We tried to depict the worrying conditions of our planet by focusing on India and giving some comparisons with other states. We gave suggestions for mitigating the situation and for (at least) delaying the ultimate disaster of extinction. 

It is now up to all of us to act. Our motto is: Never give up!

 

***

 (Appendix next pages)

APPENDIX

 

International Institute for Holistic Research and Voluntary Action (India-Germany) in association with Rural Business Hub Foundation India

+91 9910461835, 9373360006

Imi V. Marla (Sociologist/Anthropologist), Dr. Kamal Taori (IAS retd.)

imimarla@aol.com,  dr.kamaltaori@gmail.com

 

List of enlightening thoughts:

A selection of books for further exploration – we have highly benefited from them. 

1. Society in India. Change and Continuity,

 David G. Mandelbaum. 6th ed. 2011

1. The Wonder that was India, A.L. Basham,   parts 1/2 
2. The Power of Non-Violence, Richard B. Gregg
3. The Law and Order, whose and for whom, speech by S.A. Dange, on 4 July 1967, in Parliament of India. 
4. Nation building in India, Jayaprakash Narayan, edited by Brahmanand.
5. Inside village. India State and Society 1980, Journal for regional and development studies
6. Crisis in Civilisation by Tagore, April 1941
7. Survival of Democracy , Tamilnad  Sarvodaya Sangha report of Gandhi Peace Centre, Madurai. 
8. New Perspectives on Gandhi. Indian Institute of Advanced Studies, Simla 1969, by K. P. Karunakaran.
9. Village industries by M. K. Gandhi, Navajivan Publishing House, 1960 
10. India`s Food Problem, by M. K. Gandhi, edited by R. K. Prabhu Navjivan Publishing House, Ahmedabad.
11. Chalanashuddhi or nature forging towards Sarvodaya, by Appa Patwardhan Navjivan Publishing House, Ahmedabad, 1967
12. Why Khadi and Village Industries? Edited by Vithaldas Kothari, Navjivan Publishing House, 1957
13. Rebuilding our Villages by M. K. Gandhi, edited by Bharatan Kumarappa, 1952, Navajivan Publishing House, Ahmedabad. 
14. Bhoodan Yajna Land Gifts Mission by Vinoba Bhave, 1952, Navjivan Publishing House. 
15. The White Umbrella. Indian political thoughts from Manu to Gandhi, by d. Mackenzie Brown Jaico Publishing House, Bombay, 1953.
16. Environmental Profile, India Danida and Ministry of Foreign Affairs, 1989. 
17. The Bureaucracy in India. A Historical Analysis upto 1947, by B. B. Misra 
18. Gandhiniketan Ashram, Kallupatti District, Madurai Activities at a glance 1940.
19. The New Global Financial Order. Eine Welt, Bonn, Germany, 1960
20. A Cultural History of India, edited by A. L. Basham, Oxford University Press, 1975
21. Gandhism after Gandhi. Anil Dutta Mishra, Mittal Publications 1999.
22. Relevance of Gandhian Economics, by Shriman Narayan, Navajivan Publishing House 1979.
23. Development of Dandakaranya by National Council of applied Eco Research, 1963.
24. A history of South India, Nilkanta Sastri, Oxford University Press, 1969.
25. Jayaprakash Narayan, analyzed through the Gandhian Prism. Hari Kishore Thakur, July 1975
26. Gandhi in Champaran. By d g Tendulkar. 1955 Government of India publications division. 
27. Zakir Husain Memorial Lecture, a Vision for a Learning Society, by Anil Bordia, November, 1978 
28. The Politics of Development of Sugar Cooperatives in Rural Maharashtra, S. Baviskar. Oxford University Press
29.  Telangana Peoples Struggle and its lessons, by P. Sundarayya, Communist Party of India, 1972.
30. One vs All, by Ashok Anand  Notion Press 
31. Growth of Capitalism in Agriculture by Krishna Rao  Vishaldhara Publishing House. 
32. Bureaucratic Values in Development, R. B. Jain and Chaudhauril Uppal Publishing House. 
33. Why Emergency? White paper from Lucknow, 1975.
34. The Brahmanical Culture and Modernity, Middle Asia Publishing House, 1968.
35. Breaking the Spell, Daniel Dennett.  The Penguin books.
36. Patterns of Culture, by Ruth Benedict, Mentor books. 
37. Hindu Manners, Customs and Ceremonies. Abbe Dubois,   Rupa and Co., 1897.
38. Hinduism, by Nirad Chaudhuri 
39. Think before its too late. Edward de Bono. 
40. How to be a Guru, George Mikes. 
41. Twenty Point Programme Frame Work for Reform,  Hyderabad, 1982.
42. Sita’s Kitchen. Ramchandra Gandhi Penguin books. 
43. The Intellectual in India, Nirad C. Chaudhuri,
44. Political Hinduism, edited by Vinay Lal, Oxford press. 
45. Never at Home, Dom Moraes, Viking press. 
46. India of my Dreams, M. K. Gandhi, Navajivan  Press.
47. Communists in Congress, Satindra Singh 
48. The Dynamics of a Rural Society. Bengal Villages. Ramkrishna Mukherjee, 1957
49. The Mahatma. A Marxist symposium, edited M. B. Rao, Peoples Publishing house, 1969
50. Living Non-Violence, A. B. Bharadwraj, Gandhi in action. 
51. Some Ancient Cities of India, Stuart Piggott, Oxford press 1945
52. Hind Swaraj, M. K. Gandhi, 1908
53. Gandhi, a Memoir, William l. Shirer, Washington press 
54. Satyagraha in South Africa, M. K. Gandhi, Navajivan press. 
55. Economic and Industrial Life and Relations, parts ½, compiled by V. B. Kher, Navajivan Publishing house. 
56. Ideas for India, by P. T. Choudhary, Hyderabad. 
57. The Tinctured Canvas, Mohan Kanda, Hyderabad. 
58. Chicago Address by Swami Vivekanand. 
59. A Dying Colonisation, Frantz Fanon, Pelican books
60. Rural Development and Social Change, J. M. Heredero,  Manohar 1977
61. Improving Access to Finance for India’s Rural Poor, World Bank, Priya Basu.
62. Dimensions of Social Change in India, M. N. Srinivas 
63. Thinking fast and slow, Daniel Kahneman, winner of Nobel Prize.
64. Global Warming. A very short introduction. Mark Maslin, Oxford University Press 
65. India, the Rise of an Asian Giant. Dietmar Rothermund, Yale University press. 
66. In the Name of the People, K. R. Narayanan, Penguin India. 
67. Soul of the Citizen living with Conviction in a cynical time, Paul Rogat Loeb, St. Martins Griffin. 
68. The Indian Renaissance, Sanjeev Sanyal, Penguin India.
69. The Scientific Indian. Abdul Kalam and Y. S. Rajan. 
70. Globalisation and its Discontents. Joseph Stiglitz, Penguin. 
71. Mindfulness. Mark Williams et al.
72. Prejudices and Pride, Krishan Kumar, Viking press. 
73. Daddy, why am I a Hindu?
74. The Tides of mind,  David Gelernter
75. Green Party Manifesto Germany.
76. India and European union. Edited by Gerhard Wahlers 
77. Report of the Committee on Social Science Research, Planning Commission, Government of India, 1968.
78. Democracy and Development. The Grass Roots Experience in India, R. C. Prasad
79. Why the Village Movement, J. C. Kumarappa, Sarva Sewa Sangha Prakashan 
80. Special issue on Hind Swaraj, Gandhi Marg, 2009. 
81. What is God. Jayadal Goyanka, Gita press Gorakhpur. 
82. Last not least the most important publications of late Dr. Vydyanadha Sarma Marla, an eminent Social Scientist, at home both, in India and in Germany:

Bonded Labour in India, Biblia Impex, New Delhi, 1981

Samskar, a Profile. A Voluntary Organisation with a Difference, Gandhi Peace Society Heidelberg (Germany), 1992

Wege und Mittel. Translation and Interpretation of Mahatma Gandhi’s “Hind Swaraj” in German language, Elster Verlag, 1996

In German language: Bauernkaempfe im laendlichen Indien, Wagenbach Verlag (out of print)

Our request… there is so much to read and reread in this knowledge era. How to make the best use of the knowledge for action, how to move forward end expand knowledge into wisdom! Let us share our experiences and concerns for action.