To My Lazy Weaver

    You started me

I feel like a string that has been involuntarily entangled

In the patternless fabric of your memories

Engulfing me

You are that lazy weaver,

Who started a graceful work, but died on me.

Left unfinished shaping me.

    You only knew what you started.

I feel uncared, incomplete, useless, artless.

I tried to build myself

From the leftover work of yours

Tried to mend the broken child in me

From the stage where you abandoned

And took up death as your eternal project.

   I am unfinished, semi manufactured.

Waiting for you to comeback

From the unseen worlds.

To teach me

Teach me how to face this (mean) world.

Teach me how to survive the dark-hearted demons.

Teach me how to be brave.

Teach me how to smile again.

    You started weaving with the finest silk

With the brightest colors

And You left your job and went away to a never returning place

    Unskilled and uncertain, I took up the task

Of weaving myself.

From whatever I can get hold of.

There are lots of missing treads, unfitting patterns, uneven textures in me.

I get confused, weak, worried, and overwhelmed.

But I pause

I Unknit, untangle

Breathe

And I work drawing inspiration from what have you started

And I try again.

How can I ever give up on the abrash creation of yours?

I will never.

The Soul- The Bird- The Tree

Imagine. A phase of life where we are still unformed. We were just uncovered, shapeless souls. And at this stage of life, no differences like shape, size, gender, group, community, class, race, nationality, genus, and species existed because we were still formless. At this phase of life, we had to go through a brave ritual of ‘the choice of becoming’ anything that our hearts wished to.

There was a soul who was going through this phase of life. It was excited about becoming. It was told that this phase is unique because there was one choice and reversing it would be difficult. The soul was excited about the future.

It always wanted to fly. See the world. Travel. Learn about everything around. It shared this with other companions who were in the same stage of life. They wanted to explore. The soul can not be contained. Eventually, it knew that they would choose becoming birds. Because the birds can fly among the clouds. The birds can see the world living its different phases, witness the stories of others, write the stories of their own. The birds cannot be contained and limited. There were lots of directions to explore and every adventure leads to many new beginnings. With this choice, two plus two will not just be four but can be even five. Heartfully excited.

After a few phases of life, this soul found itself turned into a tree just because it could not build up the courage to come out of a few counterweights that held it. Not sure if it was afraid of itself or the world. Or was it just lazy to stand up? Slowly, there were new little excitements thrown at this soul, just enough to make it stay away from its dream, blissfully. And before it knew it was completely rooted, surrounded by expectations of the ground. Planted. It tries to stretch itself towards the sky in the shape of its branches, as a sign of its hidden wish, sometimes. But it is formed now. There is completion in this shape. And because it has ‘become’ the tree, it must fulfill the meaning of its ‘being’ now. It must write in the exam of this world, two plus two is four, while at its heart, it knows that the other thing is possible in some other beautiful world. Or else, it will be categorized as a failure. 

I wish, one day when all the expectations on self from the projected view of expectations of around are fulfilled, this formed-frozen soul remembers that the reversing might be difficult, but it is not impossible.

Struggles

She tried to alienate herself from the incoherent noise around.

The background engine whine, the instructions from the cabin crew, the familiar and unfamilier languages that people spoke around her and the hopeless romantic Bollywood songs played by the passengers all leading to a non rhythemic intolerable annoyance. The piercing and nerve wracking beams of lights that followed from the busy city streets to the packed up flight were like the flashes of her chasing memories that she wants to dim off. She tried to focus but her mind rushes in thousand directions. What ifs filled her and were suffocating her. By now she has become familiar with the unfamiliarity of her current inconsistent personality.

She tried to distract herself from herself.

What's all the point?

Opened a magazine from the seat pocket. It says "secure your future. Smart saving plans". She blurted into a loud laughter that disturbed the middle aged bellied man from his sleep. Future - uncertain and unpredictable future, like an unfaithful lover. 

Eventough the word 'future' meant hope for the world, for her it meant one more irritating journey. Sometimes it brought a promising and exciting idea. But that too was brought to make her realize that she was stupid enough to show interest. It was more like the nature or an invisible hand that played a game with an intention of teaching her to retrieve into hopelessness. She laughed again, this time within her mind, when she saw a curly haired little girl wearing a pink t-shirt quoted with a word "love". "One more girl conditioned to believe in hyperreality created by society to expliot her vulnerability as a means to produce and nurture more humans and commercialise her emotions." , She thought. 

She tried to think positive. But the world has always punished her for her positivity. Her passion for becoming abled was suppressed by thankless jobs. Friends turned to strangers whenever she was financially challenged. She thought of how much she loved to teach or atleast be a part of learning process. She felt magic when she saw the expressions of a teacher and the students during the process of transfer of knowledge and exhcange of ideas. But again it occurred to her mind that how people are commercialising it just to earn money. Classes were more like assembly line. Students never heard the teachers  true voice or thoughts. She recalled how a normal happy day can lead in to a night where she as a school girl experienced death for the first time. She has never seen anyone dying before. This both shocked and amazed her. One death can shatter everyone. It can change the way her classmates and teachers looked at her. Sympathy. She didn't want sympathy. She wanted answers. She wanted to explore the causes beyond her understanding and mitigate the impact beyond her capability. One guys death created a ever increasing high gravity nonescapable vacuum of sadness.

She thought what if there is a lightening struck when her flight is highest. Will she directly go to see her dad. She was told during her faith training in the childhood that when people die they get into deep sleep till there is the day of judgement. She thought that might be good at least she might get some sleep. But what if she doesn't get sleep like everyday. What ifs like over expectations of the society, the exploitation of the thankless bosses at jobs and all the broken promises of her exs haunt her even after death. Faith gives peace of mind she heard. But then she thought of all the voilence people are creating in the name of faith. She has not seen even a single case in the real life to validate the statement except in those relegiously sponsered movies or stories. She tried to validate her theory of reaching her father through her death through other existing lines of faith but that seemed irrational too.

The flight landed. She didn't carry much baggage except the back pack. Her phone rang to end into a curious, excited and concerned call if she landed from her mom. She took the lift and was about to close the door. She noticed a secure smile for her assuring gesters of holding the doors open for an elderly lady with lots of luggage. She went downstairs to find her brother who travelled for hours to pick her up at the late at night. Her phone buzzed with her aunt's texts of how much she was missing her, her best friend's silly forwarded  quote  and her mother's enquiries of her whereabouts. She then noticed how unfamiliar faces turned into familiar old students who were looking at her with full of respect and proud in the bus on her way to her home town. And all this dragged her to feel cared for. Flashes from her work friends who pitching in for her absence and all her rooomies taking care of her in her sickness. She thought of the recent interesting class of her demanding boss on epistemology and research which reinforced passion in her career choice  and her funny friends who are ready to counsel her through laughter therapy in her tough times. Her brother secured the aisle seat that she was sitting in so that she will not fall off in sleep. Her students vacated their seats in the crowded bus to make room for a mother with her child. She strictly told the negativity to take a break and forced her broken heart to try to mend.

VISION OF MY HEART

when i see from my mind everything seem correct.absolutly perfect.the mind says this is what expected from you.This is what you are supposed to do.Everything is already decided.Everything in the universe goes on in a fixed rythm.Preset.Norms.The orbit of earth is fixed.A river must flow.And i must grow.
They would conclude learning,and growing is to mimic the path of all people around.According to them there is a way to talk,a way to stand,a way to smile,a way to think.but if there are pre-set ways then how come new arrives.then how is change possible?then how does the meaning of innovation come?
then i try to follow my heart.
some times there is a proper way already justifid.which can't be amended.Authenic.But they deject from the way.And after certain time the later created way is so ossified that people forget the fixed,pre-set way.
Just take the case of courrouption,dowry system and other...so called evils of society?In our India these are so much embeded in our life style that we have started giving it the status of an unreduced primary.The truth is that many people in the society will kill or die in the name of honour killings,moral policing to follow and be the night templers of the petrified,unnessary customs.
But very few will care to protect the fundamentals of humanity.The fundamentals like truth,honesty,freedom of living,hope,peace.Very few dare to stand for those commandments armed not with vandalism,but rightiousness.And these good peole are silenced.These are the people who face many challenges but still stand up for the cause.Recent death of an RTI activist,Amit Jethwa,has proved this.Jethwa was a prominent "Right to information activist" who filed a pti against the illegal mining in the forest of gir region and was shot dead.
I feel if that the humanity has proved its capability of destruction in organising wars and terror thn why can't it destroy the evil darkness.If this capability is directed towars fighting for the cause of good deeds in a non-voilent way then surely every thing will be according to the rythm of the nature.even the change.That will be like digging and bringing out the dimond of truth and rigtousnes from among the petrified fossils.
Every one has to follow their own heart.But not blindly.One must realise what your heart truly wants.I heard somewhere that god directs us through our heart.When evry individual listens to his true voice of heart,when he realises the truth,then he will really stand up for a good cause.hats off to the activist and other few courageous good people who show a way to us.
-starlet

Thousands of years of conditioning.

The beautiful majestic shikari bird flew far beyond into the deep blue skies. It felt free. It was happy to fly high, enjoying the grasslands. The sky was its limit. When it was hungry, it used to hunt an insect and then carry on its flight, against the wind. It felt good when the winds touched its wings. It had no one to direct and no one to limit as every direction had its own views the world was unlimited. It raced with the other birds and wished them well on their way. It flew east and could see the rivers with fish. It flew south and could see forests with little worms in their trees. It flew west and saw vast green farmlands. No matter how it looked, everywhere and anywhere it went, everyone shared and cared. There was no fear that it would starve and so there was no greed. It needed no options. It was free. It didn’t have to learn how to survive the beautiful wild, it just knew. The whole world was its home.

It was then captured by a hunter. It was made to starve for many days. Its wings were tied, and its legs chained. It wanted to eat, fly and run. One day, he loosened its wings. It was so eager to fly. It shook and rushed towards the sky quickly. But its legs were leashed. It had to come back. It had no choice. This time they untied its legs and put food in front of it. It rushed and ate but had to stay as it could not fly. This was repeated on and on until it forgot what it is to feel the winds in its feathers. This was repeated on and on until it was convinced that there was only one option, and it was to come back to the hunter, in its mind. Years passed, now it hunts, not one organism but many and for someone else sake. 

Jean-Paul Sartre said, “Freedom is what you do with what is given to you”. It thought it needed food and it is its choice to come back. Every other shikari bird it knows comes back. It must hunt- deadlines and commitments. It must breed only with the birds that the hunter chose. Now it flies but just for the sake of hunting for its master. It was tamed and leashed. It was forced to race with other birds, along with other birds and against other birds. On the days it flew in some other direction, it was afraid of not finding its way back. It was repeatedly told that the wild was darkly wild. It was now afraid of getting lost. There were set of rules. It was supposed to follow. It forgot that there is another way too. It was intolerant of different birds who appeared to know where to go on their own. So did other Shikaris held it with their sanctions.

Thousands of years passed, and generations passed in this taming. Now every action is to be linked to a reason and every reasoning, in turn, limited to gain. But no one clearly knows what they want to gain.

Pushing out

Coping....

A soulful whisper to the dessert...

You were once a cold frozen ocean
Rejected what you were,
Moved ahead experimenting
Like a child in the blissful forgetfulness of previous hours' harsh stumble
Let yourself dance to the rhythm of the winds

Also embraced the hot smiling Sun.
Just to get transformed into 'You'.
The entirety. The completeness.
So that I can meet you and appreciate.

Few know their destination
And pass through
Getting lost in your sandy blanketed
Non-directional and endless spread

Almost familiar with the world
But a Stranger to self
Heard tales of Dervesh who wander in your maze
Losing everything but finding themselves

You give me the power to embrace the warmth and Also freeze in the wired-ness of life
Choose to move on like you
Maybe someday I will find completeness like you.

-Starlet

Precursor of non-conformance

What do ‘you’ people call it?”
She asked, in a mocking tone.
And laughed loudly on the disinterested response
She added, “It is said this way and not that way”.


I smiled and then thought-
“Shudh”, Perfect grammatical form
Correcting everyone’s sentences
Sticking on to a majority dominated codified version
Her version, she is somehow associated
Not born in it, but taught, repeatedly trained all through her childhood in the name of schooling

How can someone standardize the heartfelt expressions?
How can someone force fit emotions into a fixed template?
Few people are so frequently oral chastising, making me wonder if they having an OCD.

The purpose of language is to connect
Pick instant appropriate words from the database of the mind and express
Language is now utilized to only serve fancy fallacies
It is now degraded to a mere instrument that confirms how ‘we’ are different from ‘you’
Not any more a simple tool to exchange ideas but a confirmation of supremacy
Judge the dialect one uses as a symbol of the class they belong to

Blinded by style, words, pronunciation and grammar, We are forgetting to connect
What if one does not see language as the majority see?
What if one sees language as it has to be seen?
As a device to express basic ideas in a simple manner
Ripped off all the complications and grandiose


Codification of phraseology is the output of a tribe being stuck to a place
Who are afraid of adventure
Who are insecure to move out and explore
Who have made boundaries and are frozen
What if there is a voyager
Who chose to give away security and familiarity
Who is in a state of forming from each encounter in the journey
Who rejects the effortless way of confirmation and also rejects aimlessly accepting only what is fed
Belonging to the immediate surroundings is the easiest thing that one can do.
It gives a lot of comfort.

But what if one wants to pursue the true identity and not confirm?
Has she ever wondered
What if this codified version of script, her standardized obsession that she adamently imposes on to others, was also the precursor of non-conformance?

Whirl and spin like those Saturn’s rings

School- College- Job- Marriage- Children

And then become their enforcer

Who makes sure the kids follow the same pattern

Yes, Repeat-

School- College- Job- Marriage- Children

And also be their custom-clone-ensuring-provider

Do we handpick a bunch of best perceived experiences?

A sequential algorithm with no output differences

The pre-decided moments to go through or feel?

Any alteration! Oh no! Please conceal.

We set targets to accomplish in life as if it is a mission

Ziddi. Stubborn, impatient to reach and hold

Even though our conscience gives no permission

We perform it like a monotonous dance that is pre-choreographed

Blindly run! We have a competition to be accomplished

Or do we live with open arms

In acceptance of each moment that life gives in its mysterious forms

History says, breaking the adopted pattern is evolution

Proof! Visit the outcomes of each big and small revolution

Burn like the Sun and Freeze like the Pluto

Denounce the self destined motto

Whirl and spin like those Saturn’s rings

Live with joy every second that life brings

To shine like a star in the night

And When the time is right

We will realize all the blind racing was leading us no where

Or was it to make us realize to pause and live more?

Dear Sun

And the earth writes to the Sun........................


Dear SUN,

You were smiling so bright

Tickling me with your beaming rays

Chasing me away from my sleep upright

I had to open my eyes

I really don't know who was passing by whom

But I could see the flowers bloom

Your  radiant greeting lit the little world

That end of horizon my sight caught

The mist falling from the tip of leaf

For once, I could clearly visualize the colors that the butterfly brought

Brightening my way, your beams gave me a relief

Making me aware of how far to go

And then you bid me goodbye

Making me wonder why

Tried to reason out all your probable intentions

Did I travel fast?

Or were we heading in the opposite direction

Chased all possibilities in my mind

Looked up in darkness, to search you in vain

Suddenly, I could see thousands of stars

Making me think beyond the horizon you lit

Letting me realize my eternal journey

A dervish- a traveler through this world

The quest to cross the vast sky to reach final home- among the stars.

Maybe you were too bright to let me realize my ultimate destination

Yes true you just highlighted a small step

May be you would come again tomorrow

Making me appreciate the beauty of this journey

But this time, would know that it's Important to let you go

May be you too were travelling and I too gave you momentary rest

I too might have healed you?

I too might have waked you up?

Dil-e-naadaan tujhe huaa kya hai

An inspiration from Ghalib Mirza Asadullah Khan (1979-1863)

Dil-e-naadaan tujhe huaa kya hai

Aakhir is dard kee dawa kya hai

Hamko unse wafa ki hai ummeed

Jo naheen jaante wafa kya hai

Ham hain mushtaaq aur woh bezaar

Ya ilaahee ! Yeh maajra kya hai ?

Main bhi muh me zabaan rakhataa hun

Kaash puchho ki mudda kyaa hai

Jab ki tujh bin naheen koyi maujood

Fir ye hangaama, ‘ei khuda ! Kya hai

Sabz-o-gul kahaan se aaye hai

Abr kyaa chiz hai, havaa kyaa hai

Jaan tum par nisaar karta hoon

Main naheen jaanata duaa kya hai

Haan bhalaa kar, teraa bhalaa hogaa

Aur daravesh ki sadaa kyaa hai

Maine maanaa ki kuchh nahi “Ghalib”

Muft haath aaye, to buraa kyaa hai

Talash

Khuda ( sachhayi) ki talash mei khud tak pahunch k ruk mat jaana....

Ae Summi, Tehrau ko Manzil na samajh.

Ghawr kar, Agae aisae aur makhaam ayaegae

Joh sirf teri imteha aur taleemat k liyae banayae gayae hai.

Towards You

Mohobat-e-duniya k gumrahi mei kuch nahi paya

Ab sirf teri khwaish mei chalrahi hu aye Rab

Nahi hai yaqeen tere milne ka

Kyu ki aye Khuda, yea rastae bhi tu ne hi toh banaya

Lekin yeh bhataknei mei bhi ajeeb sa sukoon hai rooh ko

(Gained nothing by being blinded by the love for the worldly things

Now I am longing for you, the supreme reality (truth)

Uncertain that I may reach you and become enlightend

As you only have created the maze that I am in.

Even then, this wandering for truth has a sense of peace in my soul.....)

Decision

I see myself stretching my hand towards the apple tree. 

Each fruit of it has a picture of mine, posing myself in the role of my aspiring dreams. 

Starving. 

Confused. 

Advancing to death, as I know this time will never come back. 

But I couldn't make up my mind of which one to choose. 

I want each and every one of them, but choosing one meant losing all the rest.

One decision leads to so many indecisions.

How do I construct myself with limitations???

Cant I have them all?

5 BEST RECENT ADVERTISEMENTS THAT I LIKED!!!!!

There are many commercial advertisements these days. An advertisement is a vital marketing tool as well as powerful source of communication. Increased competition, changing life style of people has forced companies to come out with newer advertisements more frequently. Advertising is a tricky art of brand communication. There are many advertisements which are truly successful in delivering this art and reaching their objectives.

 Five of such remarkable advertisements that I feel interesting are

1Oreo from Cadbury

Aircel launch 

Magi – Do minute mei khushiya

Tata – jago re

Camlin marker

Oreo biscuits are the expanded product line of Kraft food from Cadbury India. They have used TV Commercials showing cute little kids teaching how to eat Oreo biscuits. TWIST, LICK AND DUCK was the procedure they used.

These series of advertising campaigns targeted 44% of chocolate cream consumers of Indian house hold. Out of all those commercials, the one that shows the father and daughter bonding advertisement was very heart touching to me.

 It showed a cute little girl, sitting on the dining table along with her big pretty pink teddy bear on the opposite chair of the table. There are two small plates and two glasses full of milk kept upon the table. Now she starts serving the Oreo biscuit to the teddy bear. Her father who was busy talking on the phone notices the girl playing. He then puppets the teddy bear in disguise, while this little girl teaches it how to eat Oreo.

This ad depicted the slice of the moment and the spirit of bonding between the father and daughter. This also delivered fun experience with kids. The “AIDA “principle was satisfied in this ad. The little pretty model could draw the attention of every one.

When I was searching for the advertisement video on YouTube, I found some people identified the model with their daughter, yet others with their cousins etc. The target was the house hold consumers. So placing the father and daughter connection story really created interest in the audience. Even the music was pleasant. This ad also had no big amount of glamorization. It was simple and successful in creating the desire in children. It even convinced for an action for fathers by creating a memorabilia in them. I feel this ad was successful in introducing the product in India as it was successful in giving information and persuading audience.

  

Aircel live boat hoarding on the monsoon streets of Mumbai is yet another interesting and creative ad. Mudra Max advertising agency put Aircel branded inflated rafts on the busy streets of Mumbai, during the monsoon season along with a six word instructions saying “In case of emergency cut rope”.

This hoarding was eye catching as it played on the right timing, i.e. during the monsoon season Mumbai roads are often flooded. This ad meant to ease the monsoon woes of Mumbaikars. The rafts and buoys have been placed strategically in low lying areas known to face severe water logging during the rains. The idea is to rescue people stranded due to water logging.

This ad also served the AIDA principle and stood as a real differentiation factor from the competitors of Aircel. This helped the company to communicate that Aircel helps Mumbai to sail through its network'. One more remarkable advertising promotion which Aircel took up was Aircel India gateway. The gate way of India was branded with Aircel for one midnight.

The third one is Nestlé’s Meri Maggi. Maggi is synonymous with noodles in India, where consumers have a very strong emotional connection with the brand. Amitabh Bachan recently launched a new campaign as a story teller narrating the stories of the people whom Maggi helped bring happiness in two minutes in their lives. The jingle and all the memorabilia were interesting. It dragged the attention of all sections of the society. The brand was an over 25 years. The problem with such heritage brand is that over a period of time the communication becomes boring.

Some interesting and creative campaigns are required to persuade the consumers. It also helped in continuity of the brand. Children associate the Maggi with noodles. The AFOREST principle of the persuasive advertising such as alliteration, fact, opinion, rhetoric, emotion, statements and triplets are found in this ad.

Tata tea- jago re series is also yet another ad which was remarkably interesting. This ad grabs attention on a sensitive issue of corruption. It is spreading a two way message. This ad works on the art of persuasive technique of spreading communication. And the other is the information of product. It shows how youth say no to the corrupt practices of the politicians. “Khilayaie mat, pilayae har subha".

 In a country where colloquial word used for corruption or offering a bribe is KHILANA, meaning make someone eat launching such ad was really apt move. Now it says don’t offer them to eat, but ‘Philayiae’, offer others to drink. Jago Re, simply means awake. Simple and colloquial language is used here. There was also repetition of the music and vocal ‘Jago Re’ in the back ground. Neologism simply means a new word expression or usage. Now this ad persuaded in the new usage of the old expression in Hindi, Jago Re. It gave new sense of the existing word. It has a small beautiful, catchy story. At the end of the story, the ad makes us realize politicians take bribe just because we offer them. It simply persuades people to say you should be the change you seek. The creative objective of this campaign, to transform tea from a medium of mere physical and mental rejuvenation to a medium of social awakening was aptly achieved.

The Indian ad of the Camlin permanent marker set up in a rural background was very interesting. This is a real funny ad. This shows a Camlin marker changed the life of your spouse. The diseased husband was on his death bed and breathing his last breath. And suddenly he stops breathing. As a part of Indian tradition, the widow’s Bindi is removed from her for head. Now the interesting story says that since the husband made the Bindi with Camlin marker, the village ladies and professional mourners could not wipe away the Bindi from her forehead. And the husband gets back to life. Now that was attention catching, witty and interesting.

EFFORT TO UNDERSTAND AN ENTREPRENEUR

understanding an entrepreneur is an interesting process.

What motivates them to take risk?

Why do they identify the need to do business?

What are the characteristics found in them?

What are the issues faced?

Having these questions in my mind I tried to understand,Amrutha Latha, an women entrepreneur who founded Vijay group of institutions at Nizamabad.in this write up.

Everyone at Vijay group of institutions celebrated the grant for medical college at Nizamabad in early 1990’s.But the celebrations did not last for more than a couple of days because the court cancelled the approval due to the clash between ruling and opposition parties. This did not deter Amrutha Latha, the founder and promoter, from her aim of serving the people of rural area in the field of education. since then she established seven engineering and P.G colleges in the Nizamabad district.

"Entrepreneurship is the process of identifying, developing, and bringing a vision to life. The vision may be an innovative idea, an opportunity, or simply a better way to do something. The end result of this process is the creation of a new venture, formed under conditions of risk and considerable uncertainty."

                                     - The Entrepreneurship Center at Miami University of Ohio

       

It all started back in 1979.she was working as an English teacher in Zilla parishat high school, Armoor , a government school in the rural area. while she was teaching, she noticed that the class rooms were very crowded .She identified that the students were unable to understand what she was teaching due to the huge number of students in the class. She also identified the need for quality in education and English as a medium for instruction in rural areas.

With the above aim she thought of starting a school in Armoor village. She pooled up an initial investment of 3000 rupees through her savings and the rest through her relatives and friends. Being a well-known writer of the region people had faith in her. Huge spending over promotion was not needed. She just had to send people to circulate pamphlets . The word spread. She rented an asbestos house. With an initial strength of 120 students Vijay high school was started at Armoor village.

She also started one more branch at Nizamabad the very next year. Since then the schools grew in its operations. Within 15 years the schools had their own establishment. Initially there were not sufficient local teachers  to teach in English. so teachers from Kerala were called. But the parents were apprehensive regarding the  accent of those teachers. They feared that their children would catch up the same accent. Amrutha had to convince the parents.

  

There were also agitations regarding the charging of high fees. since it was the only private English medium school in the entire district people had no other players to compare the value . Amrutha Latha has good convincing skills. According to one of her employee when she is faced with agitated group of people ,she does not argue with them. She first tries to divert them from the issue and smartly puts her opinions across softly. After a few years many new schools were started in that region.

“Not having competitors at times can be a curse”

                                                                          -Amrutha Latha

Now the parents had some criteria to compare and realise the value proposition and were satisfied with the value delivered by the Vijay high school. In this context Amrutha Latha says that people feel that being a single player in a particular region has so many advantages. but not having competitors can also become a bane at times. Parents cannot understand the value being delivered and perceive the cost to be high as there is other player to compare.

When private schools started coming up in the Nizamabad district with a promising campaign, students started moving out to those newly established schools. The principal of Vijay high school was worried and approached Amrutha with some promotion and prevention plan. But Amrutha did not took up any measures. Instead she strengthened the academic curriculum. by the next year students who left the schools started coming back. Amrutha told not to take those students admissions. The word spread and the parents became cautious of the limited number of seats in the school. since then Vijay high school gets its admissions filled by the end of march every academic year without any promotion campaign.

Mean while in 1995 she started Amrith Kiran , a value based magazine for which she was awarded ‘the best outstanding women entrepreneur’ award in small scare industries from honourable Chief minister Sri Nara Chandra Babu Naidu for the year 1997-98.Amrith Kiran was an ideal magazine with vigour and values. but it had to be closed down. the success of a magazine depends on its printing, editing, advertising and marketing. for a magazine the expenditure is more than the recipients . to balance the payments and receipts, it’s a must for any magazine to depend on advertisements. naturally it becomes a crux of the matter for a new comer to get the advertisements. Also there was a similar issue in the marketing of the magazine .to get advertisements ,the only option left was to grab the essential things by hook or by crook. Amrutha felt that it was  ridiculous and suicidal to print morals by foregoing them in its establishment. this lead to close down of Amrith Kiran.

The Vijay schools were expanding in operations. Amrutha had to include more sections in the schools. But she did not do it until she found out reliable supervisors within the administrative department. She identified dedicated teachers and faculty of the schools and encourage them to partner. She says that once you recognise the right people and motivate them they  themselves take the values forward. She accredits the growth to the collective efforts.

After Vijay high schools she established Vijay rural engineering college in 1997,Srinivasa Reddy institute of technology in 2007, Vijay Institute of Technology & Sciences in 2004, , Vijay College of education for Women in 2007,Vijay College of Engineering for Women in 2009 ,Vijay College of Pharmacy in 2011 and Vijay college for D.Ed for women,2012. There are 10419 students studying in these institutions every year with generating employment of 607 teaching and non teaching staff. She looks forward improve the engineering and other P.G colleges and making them autonomous .she also is aiming at more foreign collaborations in the field of higher education. 

She says that there is nothing like incipient success. its taking ones first step, accompanied by the infinite unflinching steps. Her employees feel that they are able to learn the work and lead it quickly as it is very difficult to satisfy her in terms of work. she expects perfection. 

The characteristics identified in her is the hard work, soft nature, patience ,emotional stability,risk taking and knowledge. She deals with people in a soft manner. she does not argue with people. she gives them instances and examples and somehow manages them to look the situation from her perspective and convince them. This is generally seen when she deals with agitated driver unions, parents and also the share holders. As a promoter for institutions she needs to get investments from people of different nature. people invest with the only motto of profit. but being in education field you can’t just aim for profit. It is really challenging to convince such people. She reads a lot. even at the age of 62 she is pursuing her PhD. Her employees feel that until they learn to see a broader perspective of the work, she offers them a challenging situation to look 10 more steps forward. she has very hard working nature. She emphasizes the importance of hard work and sincerity. She says she can involve in any kind of work continuously for 12 or more hours with dedication, the quality which is not much seen the youth of today.  

Sources :

1.      Based on the interview with Amrutha Latha conducted on 19^th august,2012.

2.      Focus-silver jubilee magazine of Vijay high school,Nizamabad,2005-2006.

3.      http://www.amruthalatha.com/

MY LOVE

Summer is on.it reminds me of ma schooldays. Back then,we used to sleep outside, in the lawn in front of our house. The cool breeze under the Neem tree was comforting after a hot sunny day. Under the starry sky and sometimes under the moonlight, my papa used to tell me and my brother many interesting, adventurous stories. It felt so peaceful that we wouldn't know when we fell asleep. but the next morning as sun rises we would push our cot towards the shade.lazy bones.but the sunlight used to chase us until we gave up all the laziness.if sun couldn't do the work mom acted as a substitute to it with a glass of water to pour over us.

That was the first time when I fell in love with the moon and stars.numerous stars in the sky. The vastness of the sky is such that it has so much space to accommodate every star. Whenever I look at the sky I some how figure two bright stars shining much brighter then others. It feels like tying a rope to those two stars and swing in the sky.collecting as many stars as i can in each swing and bringing them back with me.What i enjoy the most,is creating so many shapes by joining them.I could teach numbers to my little cousin. I am excited by every aspect of the moonlight.Its same as the amazement you get from watching a little baby, everything he does seems beautiful. Sometimes the moon plays hide and seek with me disappearing among the clouds and some other times it doesn't at all show itself to me. One day a silver rainbow and the other day it invites me to bounce and throw it in a basket. Some say they see a bunny, some others say an old women sitting and waiting for entry into heaven, yet others see their lovers face in the moon. It shows us what ever we wish to see in our deepest heart. It runs along with me. It chases me where ever I run.It stops as I stop.

It is always there when we celebrate the birthday of a dear friend at midnight.the starry sky the reflections of moon in lake,green grass and cold breeze are just enough to get you out of all the tensions of life. naughty moon brightens itself and flaunts its freedom through the window sill as,miserable summi, prepares for the next day’s exam late at night. And when i sleep the moon and stars dims themselves not to disturb me wishing me good night.

Time Management Quotes

Take inspiration from this collection of time management quotes in order to make the most of your day and manage your time more effectively.

“Don't say you don't have enough time. You have exactly the same number of hours per day that were given to Helen Keller, Pasteur, Michaelangelo, Mother Teresa, Leonardo da Vinci, Thomas Jefferson, and Albert Einstein.”
H. Jackson Brown, Jr

“How different our lives are when we really know what is deeply important to us, and keeping that picture in mind, we manage ourselves each day to be and to do what really matters most”
Stephen R. Covey

"A man who dares to waste one hour of life has not discovered the value of life."
Charles Darwin

"It's not enough to be busy, so are the ants. The question is, what are we busy about?"
Henry David Thoreau

"Until you value yourself, you will not value your time. Until you value your time, you will not do anything with it."
M. Scott Peck

"Never leave 'till tomorrow which you can do today."
Benjamin Franklin

"One always has time enough, if one will apply it well."
Johann Wolfgang von Goethe

"The key is in not spending time, but in investing it."
Stephen R. Covey

"Nothing is a waste of time if you use the experience wisely."
Auguste Rodin

"Don't count the days, make the days count."
Muhammad Ali

"Time is what we want most, but what we use worst."
William Penn

 "It always seems impossible until it's done."
 Nelson Mandela

 "Don't wait. The time will never be just right." 
Napoleon Hill

"Do we need more time? Or do we need to be more disciplined with the time we have?"
Kerry Johnson

"The bad news is time flies.  The good news is you're the pilot." 
Michael Althsuler 

                                              source:http://www.greatminds.ie/Time_Management_Quotes_Quotes_on_Time_Management/Default.561.html