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NICOM- DAY 2

The second day commenced with a Plenary session by Prof. R. Parthasarathy, MEGA Chair Professor & Director, Gujarat Institute of Development Research sharing his views on the “Economic and Social Aspects of Rural Development”, chaired by Prof. P. K. Chugan Prof. Parthasarathy explained how Rural Development is a multidimensional concept, and the difference between development and growth. He showed the evolution of rural development in correlation to the nation’s overall development through the five-year plans. Rural development can be enhanced with the help of various trusts and institutions; such efforts are made by the government majorly after the green revolution. These efforts involve employment and area development programs, infrastructure development, and planned development. He explained the concept of the Eminent Domain principle and also explained the demographic aspects of migration on rural development, while demonstrating how people not only migrate to urban areas from rural areas but also migrate to semi urban areas and towns and how it is necessary to differentiate a village and a town.

Shri Kandaswamy Bharathan, alumnus- IIM A talked on “Globalization of Indian Entertainment Industry- Opportunities & Challenges”. The session was chaired by Prof. Rajesh Kikani. Sharing his experience, he said that the industry has become fast growing. He also mentioned how he reinvented himself from being a producer to a professor. The industry is not structured; hence it requires management principles to make it more
structured. Principles like Inventory management for costumes, set materials & accessories can be employed for the same. According to him, “Just like gravity, you can’t deny globalization.” 20-40% of the Bollywood audience is non-Indian; they are now getting connected to Indian songs, dance and music, and the influence is growing rapidly. This is globalization in the field of entertainment. India produces an average of 1200 movies every year in 23 languages. After Hollywood, the Indian Entertainment Industry is the second largest grossing film industry. The main pillars of globalization, namely Production, Capital, Technology, Talent and Market, need to be reinvented to make the Indian film industry truly global. He ended the discussion by mentioning the challenges of globalization, like creating smart partnerships, inefficient distributioninfrastructure,Ensuring cross cultural appeal, and more. He ended with the quote, “You can put a movie on any number of screens, but you cannot make people like it.”

The track sessions held on Day 2 included discussions of research papers on topics like “Make in India – Review of the flagship campaign”, “Big Data Hype: The reality of its application in the Indian Context”, “Semiotics: A Paradigm in Marketing”, and many more.


This article is contributed by Omkar Katdare and Nandini Kansal-
Media Committee, IMNU

Picture Courtesy: Pratikriti- The Photography Club

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