FOREWORD

It gives me a great pleasure and pride to congratulate the members of

Commerce Forum, G.C. College for commendable job of Publishing a
magazine which would be instrumental in motivating the youth to further
inquiry into knowledge with missionary zeal and expand the frontiers of
knowledge to new horizons.
I wish all success to the magazine.

Hiralal Das
Dated Principal (i/c)
20/11/2009 Gurucharan College,Silchar
 FOREWORD

It gives me immense joy to formulate the foreword OF THE

inaugural issue of the annual magazine titles “COMMERCE MIRROR”
of the department of commerce by the “COMMERCE FORUM”. The
publication of the magazine will obviously mark a milestone on the
forward march of the department.

The magazine is an essential organ for upgrading the

intellectual abilities of the students. It also gives a scope for
flowering to their talent. Their social outlook will become so wider
that in future they may turn out as explorer of hidden truth,

The joint endeavor of the students and my colleagues in the

department will go a long way to establish the Department of
Commerce as a benchmark Department in the field of commerce
and management education in this part of the country. The
publication of this issue will provide to the contributors a platform to
articulate their ideas, feelings and thoughts. This will definitely
enhance the cause of commerce education and other related issues,

I hope that all the thoughts and ideas which are shared in this
issue will not only encourage the contributors but also the readers. I
wish the magazine a grand success.

Dr. Suvendra Kumar Das

Head of Department
Department of Commerce,
Gurucharan College.
Silchar-4
 From the Editor
As an Editor, I am proudly launching the first publication of ‘Commerce Mirror’
Previously in the college, except for the college magazine ‘PURBASHREE’, there
was no scope for the students of Commerce Department to get their writings published. A few
months ago, just before the re-formation of Commerce Forum, some of the students of T.D.C
third year took the decision in this regard that there would be two magazines. One would be
the wall magazine ‘Commerce Corner’ and another would be the printed magazine
‘Commerce Mirror’. The wall magazine would release in every month and the printed
magazine would be once in a year.
The wall magazine has being already started. And now it is the turn of ‘Commerce
Mirror’ to see the day light. For that I am thankful to all of my respected teachers, helpful
friends and fellow students. The precious advice of teachers and sincere work of the students
made the way rosy for the printed magazine.
I am thankful from the core of my heart to the teachers and students for their
valuable articles without which there would be no magazine today. For a magazine it is the
cover page which sets its standard. I am grateful to Mr. Nirupam Paul for designing such a
beautiful cover page for the magazine.
Last but not the least I tender my apologies for the delay in the publication of the
magazine. Due to puja vacation we could not start working. I apologise in anticipation for
the mistake and drawbacks which still exist in the magazine in spite of the use of best of my
knowledge.

Rahul Roy
B.Com 3rd year

Teacher-in-charge Dr. Sanjib Bhattacharjee

Magazine Editor Rahul Roy

Editorial Assistants Pramod Chandra Deb, Prosenjit Banik
Cover page Designer Nirupam Paul
Treasurer Indrajit Debnath

Published by : COMMERCE FORUM, Commerce

Department : Gurucharan College, Silchar
Printed by : Assam Graphics Publication (S),
Kanakpur Road, Silchar - 05
 CONTENTS

STUDENT CONTRIBUTORS

Some Points about Positiveness Pinu

Roy
Time Management Skill Sazeda Rahman
Laskar

Where does Assam Stand? Sazeda Rahman

Laskar

Gurucharan College: A SWOT Analysis

Rahul Roy

The Eco-system and Economic Growth

Rahul Roy

Statistics and Economics

Prosenjit Banik

Business and Socio-economic Structure of India

Chayan Dhar
Treatment of Drawings: An Alternative Indrajit
Debnath

Accounting Approach

Value Added Tax (VAT) Pramod

Chandra Deb

Advertisement Industry: Backbone of the Corporate World

Aniket Routh

Disk Piracy: Effects and Measures

Deepjyoti Mandal

TEACHER CONTRIBUTORS

Marketing of Services :
With Special Reference to Tourism Dr. Sanjeeb Bhattacharjee

Maritime Pirates, Piracy and

Buccaneering: Historical and literary Arjun Chouduri
Contexts

Total quality management

Issues and Leadership Approach : Dr. Samar Deb
A Conceptual Framework

Indian Philosophy and Management: Joydeep

Bhattacharya
A Study of Bhagavad-Gita
 Some Points about Positiveness
Abhijit Roy(Pinu)
B.Com 3rd year

Great men are those who toil when other sleeps. Great men are those who speak less
and believe in work. Great men are those who believe in simple living and high thinking.

Greatness in a person is inborn. He or she believes in self -help. The person never
depends on others to do anything for himself and also never try to reap the fruit of labour of
others.

Self-help and high level of confidence building is the best way to develop a
strong personality. Those who do not believe in their own capabilities seldom achieve
success. Success and confidence go hand in hand with each other. For that reason it is very
often found that successful persons are always full of confidence, at the same time without
confidence on own capabilities no one can taste the sweets of success.

Success depends on how well and how early we are able to recognise the elements in
our self. It is highly said “where there is a will there is a way”. Once we begin to believe that
we can do a work, it is just a matter of time of discovering the way to do the work.

There are a lots of people who look at the things from a superficial level especially
students but there are also a lots of people who do not believe on their own capabilities. They
believe on others and they run on the thought of other’s but they forget to justify whether the
thoughts are right or wrong. We can see the alike problems in examination halls or at the
time of takings decisions particularly in student life. Generally a large number of students
after passing the H.S.L.C examination confuse to select the stream suitable for them. People
especially the students should understand their capabilities, fix the goals, and select the ways
of getting them. And if a person making right decision becomes failure he should not be loose
hearted. He should not forget that the “failure is the pillar of success”.

So, we should always think positively and if there is any failure we need to forget it.
.It will encourage us to create new plans for accomplishment of our set of goals. In a
business, good planning decides what to do? When to do? How to do? It is also in our daily
life too. In our life a good plan explains the size of success? How the success will be
achieved? When the success will be achieved? But thinking of failure will give the opposite
result. The size of success depends upon our size of thinking. A person having small goals or
small thinking can never get big success in his life. So we need to think positively to get the
big successes.
(Special thanks to Miss Dipika Dey, TDC-1 for expressing her thoughts)

“Time Management Skill”

Sazeda Rehman Laskar

B.Com 3rd Year

They say “Time and tide waits for none” and it is rightly said this global competitive
world we take responsibilities and play different role to stay competitive. To aim for
professional excellence in our professional career and achieve our goals we should be
hardworking and plan things accordingly. Managing time is also equally important. We need
to plans things and utilize our time in such a way that less time is wasted and we have enough
time to do what we went to do. Sometimes we just plan things and never think of time. No
matter how good is the plan but there is only 24 hours in a day and time doesn’t wait for
anyone to accomplish his work. It is we who should actually manage ourselves. Many of us
just don’t know when to do what, we usually receive our personal calls when we are working
or watch television during our study hours, we are just pray to time waster who steal time
which we can be utilized in a more productive way. Reading or answering emails also
consume lots of time instead one can set a limit or a how or two a day to reply to mails or
reading them. Managing time doesn’t mean avoiding ones social life, it means utilizing time
properly.
Managing of time is not a one day process, practice and thinking logically help us to
make it a habit and hence a person develops a ‘time management skill’. Once we know how
to use our time effectively we’ll be more efficient, perfect and that brings happiness if we can
take Control of our time we can accomplish what we want.
 Where does Assam Stand ?
Sazeda Rehman Laskar
B.Com 3rd Year

Most of us are too bothered with the annual budget placed, to care about what
happened during the previous years as depicted by the survey. And in any case the budget
speech also deals with major issues of development. Our interest here is to show where
Assam stands today so that we do not remain content with what the state Govt. tells us about
the up heaved in the growth rate of State economy.
First of all, one should not make any judgment about the well being of people of a
state based on the per-capita income alone. It is only comprehensive and widely acceptable
yardstick for measuring the standard of living. In terms of per-capita income one finds that
Assam stands almost at the bottom. Other than transport and communication, Assam falls
behind almost all the NE states.
It is also important to look at ourselves in comparison to ours neighboring country
like Bangladesh. It is assumed to be correct that Bangladesh has a per capita income higher
than that of Assam. Someone who has spent weeks in rural Bangladesh believes that the
picture in Bangladesh does appear better than Assam’s. What is more surprising is that even
then there appears to be continuous streams of Bangladeshis migrating in Assam. It is well
said that while illegal migrant talks are eating into the economy of Assam and some other
parts of N.E. Region, Bangladesh is developing quietly & steadily.
Assam seems to have substantial number of primary Schools, middle school, high
school, and colleges, there is definite shortage in terms of professional education and
universities.
To conclude, there is no doubt that the distance between Assam and rest of India is
increasing. However there is immediate need to bring about the true picture of development
in the state.
 Gurucharan College:
A SWOT analysis
Rahul Roy
B.Com. 3rd year

SWOT analysis: SWOT analysis is the strategic management process undertaken by the
concerns with a view to make the scanning of its environment. Actually SWOT analysis is the
analysis of the (S) strength,(W) weakness, (O) opportunity, (T) Threats that exist in any
concern in context of its environment or surroundings. Opportunities (O) and threats (T) are
external while strengths (S) and weaknesses (W) are the internal factors. With its strengths a
concern can capitalize the opportunities and because of its inherent weaknesses, it can
become a victim of the threats prevailing in the environment. Thus SWOT analysis is pre-
requisite for strategic planning or decision making for any concern. SWOT analysis is the
strategic management process undertaken by which the management of the concern can able
to know the strengths as well as the weaknesses. It is again a tool in the hands of
management which warn them from the threats as well as the opportunities which are to avail
for the improvement of the concern,.

SWOT analysis of Gurucharan College

G.C. College is one of the prominent college not only in Assam but also in the north-
east region of India. It is an old and well reputed college. In its life time it has been giving a
number of talented students every year to the Country. Students passed out from this college
also getting fame and success in various prospects all the society including sports,
administration, cultural activities, politics. A SWOT analysis of Gurucharan College may be
presented in the following.

(S) Strengths
1) Very good teaching staff - The most important strength of G.C. College is its
teaching staff. Most of the teachers have a very good academic as well as well as teaching
careers. Beyond studies they posses knowledge of various prospects like quiz, debate, cultural
works etc.
2) Talented students - Another important strength of G.C. College is its talented and
dynamic students. Students need a good percentage in H.S.L.C. or H.S. exam for entering
G.C. College. Beyond studies, student of this college keeps good grasp on other activities like
sports cultural.
 3) Occupying a huge area - G.C. College occupies a huge area comparing to other
educational institute of the town. Because of its huge area there is no want for places for
classes, library, laboratory.
4) Satisfactory hostel facility - Students from outside come to G.C. College. For them
college provide satisfactory hostel facilities for both boys and girls, so that they don’t face
any problem here out of their house
5) Library - The library of G.C. College contents a very good collection of books of almost
every Subject. It is one of the biggest districts in Cachar district. It have a rich collection of
manuscripts also. The books and manuscripts are of very good help for the students specially
students from poor families.
(W) Weaknesses

1) Lack of academic environment - Through at the time of establishment it was not a

crowded areas but with the expansion of town it is become almost the heart of the town
sounds of automobiles, crowd often disturb the study environment of classes.
2) Bureaucratic system in office - It is one of important weakness of G.C. College
like the other government office stuffs of this college are also suffering from the problem of
bureaucratic system. The laziness of office stuffs sometimes causes harm to the student’s also.
3) Lack of up-to-date study material - Again one of the weak point of this college is
that though the library posses a good collection of books but most of them are outdated
comparing to the prominent colleges of the country. G.C. College also lacks up-to-date
technologies used in studies now in a days like computers, internet etc.
4) Political Interference - G.C. College and its study environment is often caused by
political involvement. For students, college life is not only for acquiring knowledge or career
building, but also for character building. College elections are held to encourage the
leadership ability of the students, motivating their unity and teaching the way of protest
against injustice in democratic ways. But in G.C. College most of the elections are often
influenced by the political parties.
5) Minimal number of classes held - One of major weakness’ of G.C. College is the
less number of classes held in it. On an average 100-110 full classes are taken which is not at
all sufficient to cover the whole syllabus. Comparing to that much more classes are taken in
private colleges, for that they can afford to cover the syllabus and also get a better result then
G.C. College. As a result people lose their interest to get themselves admitted in this institute.

(O) Opportunities
i) Reputation - Reputation or goodwill is one of the important assets for any concern.
G.C. College is one of the most reputed educational institute in North-East India. Students
not only from outside Cachar district but from other states also admit themselves in this
college.
 ii) Stiff Competition - Competition motivate one to give its best. Through stiff
competition with other colleges in H.S. and graduation level, G.C. College is improving its
result in both higher secondary and graduation level, which is a very important and
motivating factor for its students and students wishes to admit themselves in this institution.
iii)Campussing - The reputation of G.C. College and its students brings many
companies in it. The college compussing gives the students an opportunity to find suitable
jobs for them as well as they get the precious experience of interview.

(T) Threats

1) Increasing number of private colleges - Now-a-days the increasing number of

private colleges is one of important threat for G.C. College. Students getting good
percentage
Percentages in H.S.L.C. exams prefer private colleges instead of Government Colleges like
G.C. Colleg
2) Increasing demand for professional courses - Another important threat for G.C. College
is the increasing demand among the students for professional degrees and computer
knowledge. Since G.C. College is following the underdeveloped ways of education system, a
good number of students after passing H.S. leave the college and join the professional
courses in other institutions.
In addition to this G.C. College is one the victim of unsatisfactory paper checking
system of Assam University. To get rid of the defective system, number of students after H.S.
prefers to go outside than to resuming their studies in this college.
Thus the scanning of G.C. College and its environment shows that it has all the
elements of strengths, weaknesses, opportunities and threats. Now it is on the management of
G.C. College to overcome the weaknesses to face the threats efficiently and to avail the
opportunities using its strengths.

.........................
 Eco –system and economic growth
Rahul Roy
B.Com 3rd year

Today the modern world is facing the greatest threat of ecological disbalance with
the increasing pace of growth and development, the rate of pollution has also been increased.
Like a third world country like our India, the problem of ecological disbalance is very critical
where more than 40% people are still illiterate. Developed countries like U.S.A, U.K use
these third world countries as dustbin for storing their scrap products.

More than 60% of our people are depending upon agriculture.As a result the
consumption of fertilizer has been also high. At present India is occupying the third position
in the list of largest fertilizer consuming countries. A huge portion of this needed fertilizer has
been brought from abroad.And for this import we have to sacrifice a good portion of our stock
of foreign exchange. Again this imports are mainly related with the import of chemical
fertilizers. These chemical fertilizers are causing a great problem for the surrounded eco-
system as well as its continuous use reducing the productivity of our lands. It destroys the
purity of the water of nearby ponds, lakes, rivers causing a great danger for aqua life. It
creates disaster on the health of every living being including man depends on it. The imports
of these fertilizers also reducing our stock of foreign currency. But if we follow our
traditional way of producing fertilizer which is also known as bio-fertilizer, will be a great
help to this current situation. It is created with soil, muck, rotten dead bodies of animals, tree
leaf etc. The use of bio-fertilizer is not only eco-friendly and productive to the agriculture
fields but also helps in recycling the various natural waste products. Again it should also be
kept in mind that India is the third largest producer of fertilizers. And with the increase in
demand of bio-fertilizer in International market if we concentrate more on producing bio-
fertilizers it is possible to earn more and more valuable foreign exchanges by exporting them
to other countries.

The growth rate of any country depends upon many factors. One of them is regularity
of power supply, but in India, unfortunately it is very lacking especially in small towns and
villages. For producing power, India mainly depends upon its dams. Building of such dams
and the process use in it for production is very costly for a country like India. And at the
same time the process of building dams causes a large scale of disforestation in the areas
which is mostly undesired from the point of view of protecting eco-balance.

Again the production of power is to a large extent depends upon the availability of
rain to the areas. In the absence of sufficient rain, the production of power reduces which
 have a direct effect on its supply. To increase the power production needed for
accelerating growth rate, Government of India is now in days putting its emphasis on atomic
energy. It is not only dangerous for our eco-system but also very costly for a third world
country like India. Now in days where all the countries are coming together in the fight
against global warming, the use of atomic energy in power generation will weaken the stands
of India in it. To develop our economy we cannot forget our duties towards the maintenance
of ecosystem of this planet. But if we move our eyes to Sundorbans area of west Bengal state,
we will find an easy solution to this critical problem. Most of the power supply of this area
comes from the use of solar energy, which is comparing to chip and it’s available throughout
the year since India is a tropical country.
With about 301 clear sunny days in a year, India’s theoretical solar power reception,
just on its land area, is about 5 Ph/year (i.e. = 5000 trillion kWh/yr ~ 600 TW). The daily
average solar energy incident over India varies from 4 to 7 kWh/m2 with about 2,300–3,200
sunshine hours per year, depending upon location. This is far more than current total energy
consumption. For example, even assuming 10% conversion efficiency for PV modules, it will
still be thousand times greater than the likely electricity demand in India by the year 2015 .It
will not only raise the living standard of mass people but also clear the real stands of this
country in the war of securing the Earth for the generations to come next.
It should be kept in mind that the development of country is needed but it should not be done
at the price of the eco-system. The use of bio-fertilizer in agriculture fields and solar energy
in power production will not only accelerate the pace of development but also ensure that this
development will be safe for the upcoming days of our lovely planet.

(Source - Data Collected from W.W.W. Wikipedia. Com)

.........................
 STATISTICS AND ECONOMICS

Prosenjit Banik
B.Com 3rd year

In the year 1890 Prof. ALFRED MARSHALL, the renowned economist, observed that
“Statistics are the straw out of which I, like every other economist, have to make bricks.”
This proves the significance of statistics in economics. Economics is concerned with the
production and distribution of wealth as well as with the complex institutional set-up
connected with the consumption, saving and investment of income. Statistical data and
statistical methods are of immense help in the proper understanding of the economic
problems and in the formulation of economic policies. In fact, these are the tools and
appliances of an economist’s laboratory. For example, what to produce, how to produce and
for whom to produce-these are the questions that need a lot of statistical data in the absence
of which it is not possible to arrive at correct decisions. Statistics of production help in
adjusting the supply to demand. Statistics of consumption enable us to find out the way in
which people of different strata of society spend their income. Such statistics are very helpful
in knowing the standard of living and taxable capacity of the people. In the field of exchange
we study markets. Laws of prices based on supply and demand, etc. What shall be the price of
a particular commodity if its supply increases, or decreases? What price should a monopolist
charge in order to reap the maximum profits? These are the questions which can best be
answered with the help of statistics. In fact, statistics are the very foundation stone of the
theory exchange. In distribution, too, statistics plays a vital role. How the national income is
to be calculated and how it is to be distributed, these are the question which cannot be
answer without statistics. In reducing disparities in the distribution of income and wealth
statistics are of immense help. Similarly, in solving problems if rising prices, growing
population, unemployment, poverty, etc., one has to rely heavily on statistics. In fact, most of
the economic policies would be a leap in the dark in the absence of appropriate statistical
information.
Statistical methods help not only in formulating appropriate economic policies but
also evaluating their effect. For example, in order to check the ever growing population, if
emphasis has been placed on the family planning methods, one can ascertain statistically the
efficacy of such methods in attaining the desired goal, statistics plays such an important role
in the field of economics that in 1926, Prof. R.A. Fisher complained of “The painful
misapprehension that statistics is a branch of economics”.
In recent years, econometrics which comprises the application of statistical methods
to the theoretical economic methods is widely used in economic research. Statistical methods
of sampling are useful for collecting the basic data of economic studies. Statistical
methodology also indicates the reliability of the data and significance to be attached to them.
The deviation of demand functions, the field in which the application of econometrics was
first made continues to be of major interest to economists, similarly, the production functions,
cost functions and the consumption functions present many difficult problems in the analysis
of which statistical tools are of immense use.
Thus economists today are no longer content to theorize in abstract terms, citing
statistics only as needed to support their arguments. Instead they utilise the excellent data no
available to build a sound factual foundation for their reasoning . Some of the uses of
statistics in economics are --
a) Measures of gross national product and input-output analysis have greatly
advanced overall economic knowledge and opened up entirely new fields of study .
b) Financial statements are basic in the field of money and banking, short-term
credit, consumer finance and public finance .
c) Statistical studies of business cycles, long-term growth and seasonal fluctuations
serve to expand our knowledge of economic instability and to modify older theories .
d) Studies of competition, oligopoly and monopoly require statistical comparison of
market prices, Cost and profits of individual firms .
e) Statistical surveys of prices are essential in studying the theories of prices, pricing
policy and price trends as well as their relationship to the general problem of inflation .
f) Operational studies of public utilities require both statistical and legal tools of
analysis.
g) Analysis of population, land economics and economic geography are basically
statistical in their approach .
h) In solving various economic problems such as poverty, unemployment, disparities
in the distribution of income and wealth, statistical data and statistical methods play a vital
role .

......................
BUSINESS AND SOCIO-POLITICAL STRUCTURE OF
INDIA

CHAYAN DHAR
B.COM 3rd YEAR

Introduction - Business is not only an economic institution which is formed to earn profit or
maximising profit but a socio - economic venture which form to earn profit as well as to serve
the society. If any one thinks that without taking care of the society a business can exist it can
be considered only misconception. The whole world have been going only on one policy viz
‘Give-Take’ policy. Business takes labours, raw matarials as input from the society and the
most importantly customers who will buy the output. In return of that business needs to meet
the expectation of the society. Put in other words, business is liable to the whole society at a
large for protecting its existence. It needs to work as a social institution and expected to solve
the various Sociological problems.
India : Socio Political System
After independence India has been following the mixed economey. It is a
combination of both capitalism and socialism, where both private and public enterprises are
allowed to operate. Government of India has been mantaining a regulatory role throughout
the economy after independence.
Government is playing a very important role in preventing the business concerns
from exploiting the society in the following ways.
a) It fixes and revises wages and other amenities which is to be obeyed by all the
business concerns.
b) Establishing Consumer Forums so that exploited consumers can make their
complaince and get the justice.
c) Fixing prices of various products. No body can charge more than the predetermined
rates.
Besides the various regulatory measures if any business concern still going on exploiting
the society then it will be treated as threat to country. And in this case Govt. can ban the
Concern also.

Constitution : Human rights

At the time of formation of Constitution of India the exploitive nature of business was
also considered. The constitution gives sufficient rights to protect against the exploitation.
Constitution of India provides six Human Rights to its citizens including.
Right to equality,
Right to freedom, right against exploitation
 Right to equality - The constitution gives the right of equality to all the citizens. There
shall be no difference in treatment on grounds of religion, cast etc. Thus business concerns
also need to treatthe customer, labourers, suppliers equally.
Right to freedom - Giving the right Constitution of India allowes its citizens to express
what they thought, thus the customers, labourers are also free to chose concern with which
they need to establish relation.

Right against exploitation - Giving the right constitution of India allows its citizen to
raise their voice against exploitation. Business organisations should take care of the fact. Any
concern if found responsible for exploitation will be punishable.
Besides the Govt. rules and constitutional frameworks business concerns can not
involved in monopoly or any other form of exploitation. The most important parts of economy
such as roadways, railways, defence areas have been under the Govt. control. In a
democratic country Government cannot take any decision in isolated way. It is to be placed
in Parliament before taking any decisions. Besides the above mentioned areas, where private
entrepreneurs are allowed to operate can’t also take any exploitative decisions, because in
addition to the rules and regulation framed by Government they need to compete with many
business concerns. In that case any wrong decision may endanger their existence. Again in
the year 1990-1991 Government of India adopted freemarket policy. It has been opened the
gate of its market to the foreign companies. Though the foreign companies are allowed to
enter Indian market, but they need to follow up the policies, rules, regulation harmed by
Govt. of India. So they inspite of having heavy capital, developed techniques cannot exploit
the society.
In the present economic scenario of India, three types of enterprises playing their role
viz. public enterprises, private enterprises and foreign enterprises. But all of them have to
follow the policies of the Govt. as well as need to act within the boundaries determined by the
Government of Indian republic.

.....................
 TREATMENT OF DRAWINGS
AN ALTERNATIVE ACCOUNTING APPROACH

INDRAJIT DEB NATH

B.COM 3rd YEAR

Drawings of goods from the business is a very common phenomenon in sole Trade or
Partnership form of business. But the impact of Drawings in sole Trading and Partnership
are different, different in the sense that when a sole trader withdraws goods from the business
for his personal use at cost price then the loss of profit is to be borne only by the sole trader
himself. In that case Accounting Treatment may be done as follows.

i) When the sole trader withdraws goods from the business.

Drawings A/C Dr. (At Cost Price)

To Purchase A/C (At Cost Price)

ii) At the end of the year.

Capital A/C Dr.

To Drawings A/C

But the above mentioned Accounting Treatment of Drawings doesnot hold good in
Partnership form of business because if a partner withdraws goods from the business and it is
debited to drawings A/c of the partner at Cost price then the loss of profit of the business
ultimately borne by the all other partners including the withdrawing partner. But it is quite
injustice to other partners as just because of one partners drawings other partners have to
bear the loss of profit. Moreover this treatment of drawing may dissatisfy those partners who
rarely or do not draw goods from business when other expenses which are required to
acquire the goods are very high which are not included in purchase price, even this treatment
may lead to dispute. So, drawings should be treated in such a way which neither create any
dispute and dissatisfiction among partners nor it violate any Accounting principle or any
other Law inforce. And it is possible if drawing of goods is treated in the following way .

a) Under Fluctuating Capital Method :

i) When goods withdrawn by a partner

 Partner’s Drawings A/C Dr.

To Sales A/C ( At S.P.)

ii) At the end of the year

Partner’s Capital A/C Dr.

To Partner’s Drawings A/C

b) Under Fixed Capital Method

i) When goods are withdrawn by a partner

Partner’s Drawings A/C Dr.

To Sales A/C (At S.P.)

ii) At the end of the year

Partner’s Current A/C Dr.

To Partner’s Drawings A/C

The greatest benefit of this treatment is that it neither result in the loss of profit of the
business nor drawing of one partner affects the other partners.

Justification of Treating Drawings as Sales : It is often said that partners are the joint
owners of the business, so how can an owners of goods sell goods to himself while it is
prohibited by the sole of goods Act 1930 ? But it must be remembered that Business Entity
Concept of Accounting differentiates owners and business from each other. So there is no
problem if the business sells goods to the partners .

The same treatment of Drawing may hold good even in sole trade also.

................
 VALUE ADDED TAX (VAT)

Pramod Chandra Deb

B. Com 3rd Year

Introduction
The year 2003 saw a countrywide resentment against the Value Added Tax (VAT)
that comes into force in many states from June 1,2003. Though it was to be enforced in April
2002 and then in April 2003, Opposition from Traders and Small Business Houses together
with a lack of political will in the Capital retained its enforcement.
Vat is a tax that will be imposed at every stage of value - addition in the
production and distribution chain.
Background
The VAT System has been in force in several western countries and has worked
very successfully. It is the only internationally accepted trader friendly tax system.
Nevertheless, there are its positive and negative aspects and its suitable method of
implemention to ensure its benefits.
Positive Aspects :
The VAT will reduce the role of inspectors as it encourages self assessment of the
payable taxes. The VAT aims at reducing, monitoring and encouraging truthful voluntary
evaluation. Once the VAT is firmly in place, it will reduce transaction costs and increase
profits for those maintaining correct and transparent accounting records.
How does the VAT work? Unless exempted under essential commodities, most
business purchases carry a VAT charge. The tax paid on the purchases will be allowed
against the VAT to be paid at the time of sale. This will include an adjustment of the VAT
paid at the time of purchase of raw material or even goods purchased for resale.
Since the original copy of the VAT invoice will be required by to claim credit on
the VAT paid, this will encourage traders to do business on records. Beside goods sold with a
bill would cost the trader less (due to credit on the VAT) than goods purchased without a bill,
thus encouraging legal transaction that will reduce blackmoney and increase government
revenue.
Since one of the prime objective of the VAT is to widen the tax base and introduce
reforms to ensure maximum tax collection, It aims at targeting individuals, partnership
companies etc. doing business over a certain limit . The limit will be decided by each state.
Medium-sized businesses will have the option to go in for the VAT or stay with a composition
system of tax on the turn over.
Today over 120 countries accounting for nearly 70 percent of world’s population
follow the VAT System. Once implemented, the VAT will boost exports, strengthen the
economy, widen the tax base, plug tax evasion, promote transparancy, prevent double
taxation, introduce uniform taxation, encourage self assessment and curb the inspector raj.
Negative Aspects
In a country like India the VAT is not as feasible as it is presumed to be. VAT is
supposed be a centralised taxation system aimed at introducing uniformity in the tax
structure. But for the VAT to be successful it needs a uniform industries land financial
balance. In fact, in India it may have more drawbacks than advantages. The VAT is supposed
to have several implications for the state finances. Particularly, the states with a strong base
of medium and large industries can suffer a sharp decline in revenue where there is
practically no tax collection from raw materials.
More over, if the VAT is to achieve its meaningful purpose of avoiding the effect,
other taxes like entry tax, luxury tax, octroi and cess will have to go. For the same reason, the
central sales tax has to be abolished.
Historically every nation that has introduced the VAT has witnessed immediate
inflation. A study entitled “ The Modern VAT” published in 2001 by the International
Monetary Fund says that it takes about two years for implementing the VAT. Experts suggest
that this is a conservative time frame while actual implementation may take several years.

The VAT is essentially suited for small countries mainly because it is a central or federal tax.
Its implementation in a big country like India would purely on the co-operation it receives
from the state Government.

Conclusion :
In the emerging economic environment, transforming the existing, complex,
cascading type partly origin based sales tax into a simple destination based VAT is not just
an option, it is an imperative.
The need of the hour is to spread awareness about the new tax regime. It will
make the Indian industry more competitive in the emerging economic scenario. Yet, it is
important to guard against implementing improperly designed VAT by compromising
essential characteristics at the alter of political expendiency.

~~~~~~~~~~
 ADVERTISEMENT INDUSTRY
BACKBONE OF THE CORPORATE WORLD

Aniket Routh
B. Com 2nd year

Every morning, we wake up and switch on the “ Idiot Box” (TV) to fine that a new
product has been launched by A,B,C Company to relieve us of our pains of daily life,
Consistantly, it shows “What we need to have”. Yes, it I am talking about the world of “AD”
or rather advertisement.
Today the “AD” industry has become the backbone of the corporate world,
without which we all know what would happen. We “humen” are different from animals in
the way that we can express love, show compassion, have consideration for human. But in
this would, we ‘love machines’, shows compassion towards acquiring materials and have
consideration towards its price. “This behavior could be described as animalistic needs of
human beings, which could if not wholly, could partially be attributed to the “AD”s.
What makes me say so? We all might not know about, “THE MARGINAL LAW of
DIMINISHING UTILITY”. It is the law which states that the more we have of something, the
less we want the more of it. And that’s what being applied by the “AD industry”.
The problem with market capitalism as I call it, promotes products as substitutes
for products Eg: If you want to show your love for someone, give him/her a diamond ring,
cards or Cadbury celebrations. What happens with it that this pushes up the middle class’
expending power to its limit? And thus breeds up greed, discontent, frustration and finally,
the persons marginalized in the long run for money become heads-up in the guise of
becoming terrorist in any form.
Today, they sell women as sex objects and use their appeal mindlessly, without
any respect or dignity. Health problems as well as family problems are exploited to sell
solutions and products which are often not beneficial.
In this hour, we need to “tax size” ads to promote restraint in the consumption
level. Stringent laws to monitor ad to check that they do not immortalize children or target
society on obscenity, exploit superstition or absurdity.
“Mankind will benefit immensely and market will sustain for long in its steady
pace of growth. If the unending chase for more is given up and humans are allowed to live as
humans with humanity”.

..................
 Disk Piracy - Its Effects and Measures

Deepjyoti Mandal
rd
B.Com 3 Year

India is the largest film producing country in the world today. In its
various languages India releases more than 1000 films every year. The main center of
films in India is called the ‘Bollywood’ which provides employment to lakhs of people
directly or indirectly associated with it. The Film industry i.e. the ‘Bollywood’ plays a
vital role in the economic development of our country, which is now - a - days has
been reduced because of the ‘Fraudulent’ activates, done by some black marketers
outside the industry, which is the dangerous crime of ‘Disk Piracy’.
When production of a Film gets completed a date is fixed by the
Producer/Director to release the film all over the country in theaters, cinema halls so
that the common mass can enjoy the film. But in some party of the country some black
marketers take the whole cinema hall on rent for only a few hours and in those hours
with the help of modern technological equipments like video camera, computers they
make duplicate copies of original prints on compact disks and send the disk in the
open market. Even some time the same process of duplicating the original disks is
done outside the country and later the duplicate prints are brought in the local
market of the country. The disks thus become available to the market and people
Instead of going to the cinema halls, theaters etc take the discs on rent @ Rs.10 or
Rs.20 and watch them in their home. The theaters, cinema halls lie vacant and the
distributors are being suffered which indirectly causes huge lose to the Producers
who fail to come up with all his investment. The Disks can be prepared at a lower
rate in comparison to the original prints and thus the disks are available at a low
Price. So the people are more attracted towards taking the discs on rent and
watching them on home rather than to going to the theaters, cinema halls etc. Though
the process of disk pirating is illegal but it is going on full swing and the Pirates
operate them operate them randomly. Disk piracy doesn’t affect only the film
industry but the music industry of the country in the someway. The price of original
albums or film-music disk is Rs100 or more whereas in the black-market more than
15 or 20 albums are inserted in one disk and sold in Rs30- Rs.40. As a result common
people get interested to the black-marketers and in this way the music companies
suffer great losses, Govt. also deprive of getting taxes which indirectly effect our
economic system, also.
Our IT Sector is also damaged by the Disk Piracy. Duplicate Copies of the
Original Software disk are available in the market at a very low price in comparison
to that of the Original Disks released by the IT Companies. So people prefers to the
Pirated disks rather than purchasing the Original disks which in turn affects our
Economic System as the IT sector plays a vital role in the Economic development of
our Country.
So ‘Disk Piracy’ is one of burning problems in our Country which provides
a great strain to our Economic System and hampers the process economic
development of our Country.
Disc Piracy in our Country can be prevented if the following measures are adopted:-
1) Use of write - protected technology in Disks should be encouraged throughout the
country.
2) Govt. should keep a strict watch in the theaters, Cinema Halls etc in each and
every part of the country.
3) Original Disks should be made available in the market at a cheap rate so that the
common mass can buy it.
4) CD shops should be instructed to buy only Original disk rather than purchasing
Pirated Disks, not from any unauthorised person but from the authorised Distributors
only.
5) Finally, Public awareness is highly expected and needed. People should go only
for Purchasing Original disks rather than pirated disks and stretch their hands in the
Economic Development of the Country.

“Stop Piracy”

..................
 Marketing of Service
With Special Reference to Tourism

Dr. Sanjib Bhattacharjee

Marketing as defined by the Chartered Institute of Marketing. UK is the Management

process responsible for identifying, anticipating and satisfying customers’ requirements
profitable.

Philip Kotler says that marketing concepts held the key towards achieving organizational
goals consisting in determining the needs and wants of target markets and delivering the
desired satisfaction more effectively and efficiently than competitors.

Marketing is characterized by five essential features. They are:

. a philosophy of consumer orientation.
. a number of analytical procedures and concepts used to develop the
philosophy.
. date gathering techniques which act as the tools for
operationalising the procedure and concepts.
. a sequence of strategic decision areas and planning functions.
. an organizational structure for implementation of the planning.

The definition of marketing holds good for both products and services. In both the cases,
marketing is the exchange process between two individual parties, viz.
a) Customers who buy or use products, and
b) Producer organizations which supply and sell the products.
Marketing is concerned with, in terms of buyer -
i. understanding their needs and desires’
ii. which products they choose, how much, at what price, how often;
iii. where they buy them from;
iv. how they feel after their purchases and consumption of products.
In terms of producers -
i. Which products to produce and why;
ii. How many;
iii. at what price;
iv. When and where to make them available.

As far as tourism is concerned, marketing involves systematic and coordinated efforts

executed by the National Tourist Organizations and or the tourist enterprises at the national
or local levels to optimize the satisfaction of tourists - groups and individuals - in a way that
ultimately would lead to sustained tourism growth in the locality, area or region under its
jurisdiction. Although, principles of marketing are the same for all products, there are
certain peculiarities in tourism, eg., a) The ‘product in tourism industry is a combination
od products and services and a high degree of interdependence and linkages among the
different segments of the tourism industry is considered an essentiality for optimizing tourists
satisfaction.
b) The tourism product can not be transported - a customer has to reach to make
use of it.
c) The demands are created at one place (ie. of origin the tourists) and the supply
is offered at tourist destination.

d) The tourism products (e.g.a hotel room - hour) can not be stored for sale at a
later date. These are to be used immediately or they go waste. This means equilibrium
between the demands for a supply of tourism products has to be achieved at both the
aggregate and organizational levels through proper planning of facilities and marketing
efforts.
e) Tourism is a very sensitive industry. Situations like disturbance in the law and
order situations, economic instability or natural calamity would immediately hurt the tourism
sector making the demand dwindle.

Because of the peculiar characteristics of tourism, the supplies of tourism industries products
are different from others, There are six very important structural aspects of supply, which
strongly influence the attitudes, and decisions of management in all sectors of the travel and
tourism industry as they seek to respond to and influence perspective customers.
These six aspects are:
1. Inseparability.
2. Perish ability
3. Interdependence.
4. Seasonality.
5. High and fixed costs.
6. Fixed in time and place.

The large an organization is the more vulnerable it is likely to be any fluctuation in demand
and hence the more emphasis it is likely put on ways to influence its customers, i.e. on
marketing.

It is due to these peculiar characteristics associated with tourism, tourism marketing is often
considered more challenging than the marketing of most industrial products and services.

There are three distinguishable but inter related factors which are to be marketed in tourism
marketing. These are -
a) The inherent attraction of a place.
b) The hospitality and the range and quality of facilities and services provided,
and
c) The accessibility to the place in question.

The first factor viz, the inherent attractions of a place are the motivational factors - which are
location specific. These attractions need to be communicated to the prospective tourists.
The second factor viz. hospitality stand for the offered range of facilities and services
provided to a tourist while he is visiting a particular place. These facilities include:
a) Hotels, inns, restaurants, etc.
b) Tourist infrastructure like,
Internal road network and transportation system.
Public utilities.
Medical facilities.
Communication network.
Entertainment facilities etc.

The third factor viz. accessibility stands for the time and cost undertaken by a tourist in
reaching the tourist destination from his place of origin. These include.
a) Infrastructure; roads, airways and railway line of the given place with the
outside world.
b) Equipment size, speed and range of public transport vehicles;
c) Operational factors : routes operated, frequency of service, prices change; and
d) Governmental regulations : the range of regulatory controls over people
access to the place.

In fact, the distinctiveness of tourism marketing stems from the fact that market demand (for
particular tourist sports or locations) is generated in the places in which the visitors
normally live (areas of orign). Whereas, product supply takes place only in the areas of
destination. Given the geographical distance between the place where demand is generated
and the place where products are actually supplied, it is tourism marketing that serves as the
systematic link between demand and supply and hence plays the most crucial role in the
ultimate selling of tourist places and products to the customers.
References :
1. Kotler philip (2000): Marketing Management in Texts and Practices,
Prentice Hall of India, New Delhi.
2. Sankar A.K. (1998): Action Plan and Priorities in Tourism Development Kanishka
Publishers, New Delhi.
3. Middleton Victor T.C. (1995) Marketing of Travel and Tourism, Butterworth -
Heinmann. London.
4. Seaton A.V. & Bennett M.M. (1997); Marketing Tourism Products - Concepts Issues
Cases, International Thompson Business Press.
London.
 .........................

MARITIME PIRATES, PIRACY AND

BUCCANEERING:
HISTORICAL AND LITERARY CONTEXTS
Arjun Choudhuri
Department of English
Gurucharan College

The prototypical dichotomy of the soldier-pirate has existed since forever, one might
say. It is impossible to point out exactly when civilised man chanced upon such an idea and
then, as it is with most things in the history of human evolution, set it down in practice. This
dichotomy, if at all we can call it that, has been around for so long a time that the observant
eye can discern instances of it in almost every other aspect, expression or manifestation of
culture and society, within and outside of all perimeters of human existence. We played
soldier-pirate games as children and I remember, as a teenager, how I used to be very proud
of my Battleship Pirates board game. Even now, with Playstations or Nintendo video games
thronging every alternate modern dwelling, digitized ‘pirates’ games have a huge fan
following among the young adult groups.

A huge corpus of media has grown over the centuries around this single word – ‘Pirate’.
And not only literary texts or historical documents but also a great deal of art media
including other more recent cultural and mass media like theatre, popular music and film
have taken to the exploration of the potential of this somewhat fantastic phenomenon –
Piracy (In this case, one cannot help but recall Johnny Depp in The Pirates of the Caribbean
and the eager enthusiasm with which viewers sought the release of each part of this series).
The mystique and the romance that the word ‘pirate’ evokes generally is not something
entirely unnatural – nor something to be wondered at. I for one however have nurtured this
opinion that the utter lawlessness and adventure which the archetypal pirate figure embodied
might have been at the root of the popularity that became attached to it.

The inferred denotation of the word “pirate” indicates a class of seafaring dacoits or
robbers. The English word “pirate” is derived from the Latin term ‘pirata’ and that from the
Greek word ‘peirat็s’ meaning “brigand’. The word is also cognate to the other English word
‘peril’. Piracy is a non-legal, war-like act committed by such private parties that engaged in
acts of robbery or criminal violence at sea. The term can include acts committed in other
major bodies of water or on a shore, which reminds us of river piracy as well. Piracy should
however be differentiated from ‘privateering’, which was a legitimate form of war-like
activity, sanctioned by national authorities, until this form of mercantile marauding was
criminalised in the nineteenth century. Pirates have been around for as long as people have
used the oceans as trade itineraries. The earliest documented instances of piracy are the feats
of the Sea Peoples (a federation of seafaring raiders of the second millennium BC) who
threatened the Aegean and Mediterranean Sea trade in the century BC. During classical
times, in central and south-western Europe as well as Asia, there existed tribes and nations
which were originally pirate raiders. Famous among these were the Illyrians populating the
western Balkan peninsula and the Tyrrhenians. Records dating back to those times also
narrate the existence of Greek, Thracian, Phoenician and Roman pirates.

At the beginning of the first century BC, there were full fledged pirate states, called ‘pirate
democracies’ with independent governance along the coast of Anatolia. These states and
their citizens threatened the security of Roman trade and commerce though later onwards,
through the efforts of Pompey and Julius Caesar, these pirate ‘democracies’ were crushed by
the Roman legions. In medieval Europe, the most feared pirates were the Vikings who were
fierce warriors from Scandinavia. The Vikings raided the high seas of Europe from about 783
AD till 1066 AD, when the Norman invaders conquered England during the Early Middle
Ages and even attacked the coasts of North Africa and Italy. It was the lack of centralised
power and governance all over Europe during the Middle Ages that favoured the pirates and
their crimes of piracy. Muslim pirate assemblages were established along the coast of
southern France and northern Italy in the later part of the 1st millennium. Even on the Indian
coast, during the fourteenth century, the Deccan, which was divided into two political entities
- on the one side stood the Muslim-ruled Bahmani Sultanate, and on the other stood the
Hindu kings rallied around the Vijayanagara Empire, sea trade was subjected to frequent
raids by bands of pirates based on the coast of Western India. During the sixteenth and
seventeenth centuries there was incessant piracy by European pirate bands against Mughal
vessels, especially those bound for Mecca on Hajj. As late as in the eighteenth century, the
famous Maratha privateer-pirate Kanhoji Angre ruled the seas between Mumbai and Goa.
History abounds in such fascinating examples which demonstrate how far reaching had this
‘robber culture’ exerted its influence.

In the popular imagination, pirates of the classical period were rebellious, clever teams
who operated outside the restricting bureaucracy of modern life. Pirates were also depicted
as always raising their Jolly Roger flag when preparing to hijack a vessel. The Jolly Roger is
the traditional name for the flags of European and American pirates. It has become in
modern times a symbol for piracy mostly adopted and used by film-makers and game
manufacturers. The flag most usually identified as the Jolly Roger today is the famous skull
and crossed bones, being a flag consisting of a skull positioned above two long bones
arranged on a black field. Despite its prominence in popular culture, plain black flags were
also often employed by most pirates in the seventeenth-eighteenth century. Originally the flag
was flown to frighten the pirates’ victims into ceding without a fight, since it expressed the
message that the assailants were criminals who would not consider themselves bound by
norms and rules and would not shirk from slaughter.
(2)
Pirates have captured the popular imagination with their adventures at sea, and have
furnished literary narratives with accounts of “bloody battles and buried treasures”. There
have been inmany stances of such ‘pirate’ related or ‘piracy-centric’ texts, fictional or
otherwise, throughout the tradition of modern English literature. One such prototype would
be R. L. Stevenson’s famous novel Treasure Island, a narrative that has done a great deal
in accentuating the popular envisioning of pirates. An immensely readable history of piracy
in the West by Daniel Defoe, the author of Robinson Crusoe, is A General History of the
Pyrates, From their First Rise and Settlement in the Island of Providence, to the
Present Time. The text incorporates Defoe’s celebrated flair for journalistic detail, and
represents the major source of information about piracy in the early eighteenth century.
Here, Defoe recounts the daring and bloody deeds of such outlaws as Edward Teach (alias
Blackbeard), Captain Kidd, Mary Read, Anne Bonny, and other famous pirates of the age.
Soon after the success of his much read classic novel Robinson Crusoe in 1719, Defoe wrote
The King of Pirates, a thrilling tale of high-seas adventure which is not so well known as a
Defoe production. In a firsthand account, the colorful pirate leader Captain Avery pens a
letter of defense against scandalous accusations. In doing so, he draws a rousing portrait of
pirate life — deadly deeds, plundered treasure and a perilous journey to Madagascar. There
are several well known authors who have written fiction about pirates and piracy. Jules
Verne’s fictional work Facing the Flag (1897) is a case in point. Howard Pyle’s Book of
Pirates was also a famous and popular fictional work in its own time. It is even now
extremely popular among children in European countries who on the verge of completing
their rites of passage from adolescence to teenage years though the book itself cannot be
classified entirely as juvenile fiction. Juvenile fiction relating to piracy and buccaneering
would include the famous F. H. Burnett’s Barty Crusoe and His Man Saturday, Harry
Collingwood’s A Pirate of the Caribbees, W. H. G. Kingston’s The Mate of the Lily,
Hans Wilhelm’s Waldo and the Desert Island Adventure and other works. Popular
fiction, both juvenile and adult, about piracy and pirates continue to be produced even today.

Pirate narratives published in the eighteenth and nineteenth centuries are engrossing
reading matter no doubt but their central significance stems from the fact that they function
as important resources for literary and historiographical research in colonial/post-colonial
theory and literature, since they record in fictional metaphor or detail as well as in
historiographical detail the contemporary emerging trend in exploration, expansion and
colonisation that marks the course of history in the West, particularly in Europe, in the
seventeenth and the eighteenth centuries. This area of representation demands a critical
reading and in-depth research which obviously this present discussion cannot warrant.
Consigning the archetypal figure of the pirate to the sheer romance of film and literature
cannot be accepted as an end any longer. Maritime piracy, pirates and buccaneers have as a
narrative paradigm acquired a renewed cultural presence. Piracy exists, as we know it, even
in the third millennium. How else then would we read the warnings on books and CDs –
“Stop Piracy”? From concerned disputations around intellectual property to the recent
maritime hijackings off the Horn of Africa, piracy looms large in the twenty-first century. As
in the seventeenth and eighteenth centuries, piracy today is an activity that often takes place
at the so-termed periphery of urbanite capitalist economy. Piracy as a paradigm challenges
the na๏ve aggregation and wage-labour infliction of capitalism at large, while it provides a
reprisal of the same by suitably highlighting its vehemence .

......................
 Total Quality Management Issues and Leadership
Approach - A
Conceptual Framework
Dr. Samar Deb
Selection Grade Lecturer,
Deptt : Of Commerce,
G.C. College , Silchar.

Quality is the term every one talks about these days. Let us see these simple
statements : “He is a man of quality.”,” This product is of pure or bad quality”, “The quality
of education is deteriorating day by day in India”,” The quality debate in the Parliament has
gone down over the years.” These statements indicate that quality is absolute, non-
compromising and must for survival. General impression is that the superior is good quality
and inferior is bad quality. Most of us in India also believe that anything which is expensive,
durable, foreign or imported is of good quality as compared to otherwise.
In common usage, the quality is linked with excellence or achieving the best,
unfortunately, most of the managers believe Total Quality Managements (TQM) is too
complex to either practice or understand. However, TQM is the integration of all functions
and processes within an organization in order to achieve continuous improvement of the
quality of goods and services. Thus, the quality should provide value - value is defined as a
ratio between quality and cost (value = quality/ cost). In a nutshell, quality is doing is right
thing, right at the first with long-term effectiveness - having vision where the organization
would be say in the next 5-10 years. So, quality is to have a vision of organization - spell out
the priorities, try to be a front-runner.
The Concept of TQM
TQM is based on a number of ideas. It means thinking about quality in terms of all
functions of the enterprise and is a start-to-finish process that intergrades interrelated
functioning at all levels. It is a systems approach that considers every interaction between the
various elements of the organization. Thus, the overall effectiveness of the system is higher
than the sum of the individual outputs from, the subsystems. The subsystems include all the
organizational functions in the life cycle of a product, such as (1) design (2) planning (3)
production (4) distribution and (5) field service. The management subsystems also require
integration, including (1) strategy with a customer focus, (2) the tools of quality, and (3)
employee involvement (the linking process that integrates the whole). A corollary is that any
product, process, or service can be improved, and a successful organization is one that
consciously seeks and exploits opportunities for improvement at all levels. The load - bearing
structure is customer satisfaction. The watchword is continuous improvement.
TQM - Key Issues:
 The paradigm of TQM applies to all enterprises, both manufacturing and service,
and information industries have reaped the benefits. Besides, public utilities, health care and
others have also applied the principles of TQM.
Following an international conference in May 1990, the Conference Board
summarized the key issues and terminology related to TQM :

- The cost of quality as the measure of non-quality (not meeting customer

requirements)
The paradigm of TQM applies to all enterprises, both manufacturing and service,
and information industries have reaped the benefits. Besides, public utilities, health care and
others have also applied the principles of TQM.
Following an international conference in May 1990, the Conference Board
summarized the key issues and terminology related to TQM:
- The cost of quality as the measure of non-quality (not meeting customer
requirements)
and a measure of how the quality process is progressing.
- A cultural change that appreciates the primary need to meet customer
requirements, implements a management philosophy that acknowledges this emphasis,
encourages employees involvement and embraces the ethic of continuous improvement.
- Enabling mechanisms of change, including training and education, communication,
recognition, management

Behavior, teamwork, and customer satisfaction programs.

- Implementing TQM by defining the mission, identifying the output, identifying the
customers, negotiating customer requirements, developing a “supplier specification” that
details customer objectives, and determining the activities required to fulfill those objective.
- Management behavior that includes acting as role models, use of quality processes
and tools, encouraging communication, sponsoring feedback activities, and fostering and
providing a supporting environment.
Leadership and TQM
Leadership is one of the most fundamental break though of the overall management.
Be it private sector or public sector, charitable or social organization, police, military or
political organizations or even educational institutions, everywhere the role of a leader is
much essential institutions to be played for the effectiveness of the management functions.
Therefore, the traits of leadership can be enhanced to achieve the goal of the organization, as
and when the leader is concerned about the changing scenario of the organizational
environment. It is essential that a manager in public, private or corporate sectors must have
to be guided by the concept of quality, otherwise his product and/or services would not be
conforming the new value-system of the whole enterprise as well as the changing society,
TQM is the only guiding principle for not only the organization, but also to a nation, as for
e.g.., Japan. Joseph Jaworski, Chairman of the American Leadership Forum, is among the
many CEOs who suggest that quality depends upon a vision of excellence and that a vision
becomes reality excellent, compelling leadership
Some principles and practices of TQM may vary among firms, industries and
corporation entities, but there is an unanimous consensus about the important role that
leadership should play especially at top level (besides other levels of managerial pyramid)
So, its implementation by top management is not an accidental affair or any whimsical affair.
Such a leadership is considered to be the prerequisite at all strategy formulations and action
plans. As Juran puts, “it cannot be delegated.” It is therefore, worthwhile to mention that
those firms or business/social entities that have succeeded in making the total quality work in
practice, for them, have been able to do so because of their strong commitment by the
leadership and an overall organizational culture. It is making the total quality work in
practice, for them, have been able to do so because of their strong commitment by the
leadership and an overall organizational culture. It is
 apparent to note from a U.S. General Accounting Office study, which concluded :
“Ultimately , strong visionary leaders are the most important element of a quality
management approach.
It would not be unfair to say that there has been a tendency among Indian managers
to focus on technology and hard assets rather than soft assets such as human resources and
organizational competence. This popular perception does not fit with leadership
globalization and liberalization of the socio-economy of the country. Therefore, it is
axiomatic that organizations do not achieve quality objectives; people do. According to A.
Blantion Godfrey, Chairman and CEO of the Juran Institute, top management should be
prepared to answer the specife question that may be posed by each member of the
organization : What do you want me to do tomorrow that is different from what I am doing
today ? “Thus, top managers need to be ambidextrous. They must balance the need for the
structural dimension (e.g. hierarechy, budgets, plans, controls, procedures) on the one hand,
with the behavioral or personnel dimension on the other. The two dimensions should be free
from conflict.
Note and References ;
1. Singh, Dalip : “Total Quality Management in Public Sector in India,” The Indian
Journal of Public Administration, IJPA, New Delhi, Vol. XLIV No. 1, Jan.-March 1998, P.
78.
2.Mereer, David : “Total Quality Management : Key Quality Issues,” In Global
Perspectives on Total Quality, New York : Conference Board. 1991, P 11. See also Breiseh,
Walter E. “Employee Involvement,” Quality, May 1990, pp. 49-51; Hauser, John “The
House of Quality,” Harvard Business Review, May/June 1988, pp, 63-73; Wheaion, W.F.,
“The Journey to Total Quality : A Fundamental Strategic Renewal,” Business Forum,
Spring 1989, pp. 4-7.
3.Today’s leader is often baffled or frustrated by a new kind of politics,which arises from
significant interaction, with various governmental agenecies, various laws and regulations,
the courts,the media,the customers and so on. It is the politics of maintaing institutional inter-
directedness and mastery in times of rapid change,” Bennis, W.G. : The unconscious
conspiracy : Why leader’s can’t lead, AMACOM, New York, 1975.
4. See Whiteley; R.C. : “Creating a Customer Focus,” Executive Excellence, Sept.
1990. pp.
9-10 .
5.“The leadership role of the Chief Executive Officer (CEO) is stressed in many studies.
Successful leaders of strategic change create inspiring visions of the future; ..... and
commitment of middle as well as senior management levels. “ Bowman, Cliff : “ The Essence
of Strategic Management,” Mads
6. Juran, J.M. : Mads in U.S.A. - A Quality Resurgenee”, Journal for Quality and
Participation. March 1991, pp. 6-8.
7. U.S. General Accounting Office, Quality Management Scoping Study. Washington.
D.C. : U.S. General Accountiing Office. Dec. 1990. P. 25.
8.Godfrey, A. Blanton : Strategic Quality Management, Quality, March 1990. pp. 17- 22

................
 INDIAN PHILOSOPHY AND MANAGEMENT
A STUDY OF THE BHAGAVAD GITA
JAYDEEP BHATTACHARYA
Senior Lecturer,
Department of Commerce
Gurucharan College, Silchar

One of the greatest contributions of India to the world is the Holy Gita. One of the
Pandava brothers, Arjuna, got depressed when he saw his entire relatives and his teachers on
the opposite side in the battle field of Kurukshetra. Then Lord Krishna started counseling
Arjuna by uttering certain shlokas. The Bhagavad Gita is considered as a powerful catalyst
for transformation. The Holy Gita has become a secret driving force behind the enfoldment of
one’s life. The book contributes to self-reflection, finer feeling and deepens one’s inner
process. The Bhagavad Gita is a practical psychology of transformation as it offers the tools
to connect with our deepest intangible essence and one must know so that they can
participate in the battle of life with right knowledge.
There is no theory behind this psychology. Ancient practices spontaneously induce
what each person needs as the individual and the universal coincide. The work proceeds
through intellectual knowledge of the playing field, which is gyan yoga, emotional devotion to
the ideal known as bhakti yoga and right action that includes both feeling and knowledge
which is the karma yoga.
The Bhagavad - Gita is the message, which is addressed to every individual to help
one to solve the problems of overcoming the present and progressing towards a bright future.
Within its eighteen chapters the humanism is discussed.
On the other side Management has become a part and parcel of everyday life. It may
be a family, office, factory or government, management is necessary. In every
organization,where group of human beings assemble, management become necessary. To be
very specific Management means manage even tactically. It includes planning, organizing,
directing, controlling the human efforts for the optimum utilization of resources towards the
achievement of a common goal.
The point is that whatever literature is available is that of western authors. It has
become a concept of the west. But, we fail to understand that evolution of management is
supposed to be associated with the story of our civilization. In this connection, the evolution
of management can first be traced in the area where civilization started. In this connection, it
can be said that the Holy book, Bhagavad - Gita gave us the theory before the western
thinkers.
The paper will try to examine the concept of Management as is available is
Bhagavad - Gita which will be an endeavor to survey the available literature from the Indian
perspective.
 The task of management is to make people capable of joint performance, to make
their weaknesses irrelevant, say the Management Gurus. It creates harmony in working
together - equilibrium in thoughts and actions, goals and achievements, plans and
performance, products and markets. It resolves situations of scarcity, be they in the physical,
technical or human fields, through maximum utilization with the minimum available
processes to achieve the goal. Lack of management causes disorder, confusion, wastage,
delay, destruction and even depression, Managing destruction and even depression,
Managing men, money and materials in the best possible way, according to circumstances
and environment, is the most important and essential factor for a successful management.
Management guidelines from the Bhagavad-Gita
There is an important distinction between effectiveness and efficiency in
management.
Effectiveness is doing the right things.
Efficiency is doing things right.
The general principles of effective management can be applied in every field, the differences
being more in application than in principle, The Manager’s functions can be summed up as ;
• Forming a vision.
• Planning the strategy to realize the vision.
• Cultivating the art of leadership.
• Establishing institutional excellence.
• Building an innovative organization.
• Developing human resources.
• Building terms and teamwork.
• Delegation, motivation and communication.
Reviewing performance and taking corrcetive steps when called for.
Thus, management is a process of aligning people and getting them committed to work for a
common goal to the maximum social benefit - in search of excellence.
The critical question in all managers’ minds is how to be effective in their job. The answer to
this fundamental question is found in the Bhagavad - Gita, which repeatedly proclaims that
“you must try to manage yourself.” The reason is that unless a manager reaches a level of
excellence and effectiveness, he or she will be merely a face in the crowd.
Old Truths In The New Environment
The Bhagavad - Gita, which is written thousands of years ago, enlightens on all
managerial techniques leading towards a harmonious and blissful state of affairs in place of
conflict, tension, poor productivity, absence of motivation etc. common in many business
enterprises in India and other enterprises in many other countries.
The modern (Western) management concepts of vision, leadership, motivation,
excellence in work, achieving goals, giving work meaning decision making and planning, are
all discussed in the Bhagavad-Gita. There is one major difference. While Western
management thought too often deals with problems at material, external and peripheral
levels the Bhagavad-Gita tackles the issues from the grass roots level of human thinking.
Once the basic thinking of man is improved, it will automatically enhance the quality of his
actions and their results.
The management philosophy emanating from the West is based on the lure of
materialism and on a perennial thirst for profit, irrespective of the quality of the means
adopted to achieve that goal. This phenomenon has its source in the abundant wealth of the
West and so ‘management by materialism’ has caught the fancy of all the countries the world
over, India being no exception to this trend. My country, India, has been in the forefront in
importing these ideas mainly because of its centuries old indoctrination by colonial rulers
which has inculcated in us a feeling that any thing Western is good and anything India is
inferior.
The result is that, which huge funds have been invested in building temples of modern
in importing these ideas mainly because of its centuries old indoctrination by colonial rulers
which has inculcated in us a feeling that anything Western is good and anything India is
inferior.
The result is that, which huge funds have been invested in building temples of modern
management education, no perceptible changes are visible in the improvement of general
quality of life-although the standards of living of a few has gone up. The same old struggles
in almost all sectors of the economy, criminalization of institutions, social violence,
exploitation and other vices are seen deep in the body politic.
The reasons for sorry state of affairs are not far to seek. The Western idea of
management centers on making the worker (and the manager) more efficient and more
productive. Companies offer workers more to work more, produce more, sell more and to
stick to the organization without looking for alternative. The sole aim of extracting better and
more work from the worker is to improve the bottom-line of the enterprise. The worker has
become a disposable commodity, which can be used, replaced and discarded at will.
Thus, workers have been reduced to the state of mercantile product. In such a state, it
should come as no surprise to us that workers start using strikes, sit-ins, go-slows work-to-
rule, to get maximum benefit for themselves from the organization. Society-at-large is
damaged. Thus we reach a situation in which management and workers become separate and
contradictory entities with conflicting interests. There is no common goal or understanding.
This, predictably, leads to suspicion, friction, disillusion and mistrust, with managers and
workers at cross purposes. The absence of human values and erosion of human touch in the
organizational structure has resulted in a crisis of confidence.
Western management philosophy may have created prosperity - for some people
some of the time at last - but it has failed in the aim of ensuring betterment of individual life
and social welfare. It has remained by and large a soulless edifice and an oasis of plenty for
a few in the midst of poor quality of life for many.
Hence, there is an urgent need to re-examine prevailing management discipline -
their objectives, scope and content. Management should be redefined to underline their
development of the worker as a person, as a human being, and not as a mere Wage-earner.
With this changed perspective, management can become an instrument in the process of
social, and indeed national, development.
Now let us reexamine some of the modern management concepts in the light of the
Bhagavad-Gita which is a primer of management-by-values.
1. Utilization of available resources:
Managing the scarce resources is the most important thing in management. In
Mahabharata, just before the Kurukshetra war, Duryodhana chose Lord Krishna’s large
army to fight in favour of him which Arjuna selected Lord Krishna in his favour so that
Arjuna can utilize his wisdom, efficiency and strategy in the war.
2. Attitudes towards work:
The Bhagavad - Gita tells us to develop the visionary perspective in the work we do.
It teachers to develop a sense of larger vision in our work.
3. Work commitment:
A popular verse of the Bhagavad-Gita advises “detachment” from the fruits or
results of
actions performed in the course of one’s duty. Being dedicated work has to mean “ working
for the sake of work, generating excellence for its own sake.” If we are always calculating the
date of promotion or the rate of commission before putting in our efforts then such work is
not detached. It is not “generating excellence for its own sake” but working only for the
extrinsic reward that may (or may not) result.
Working only with an eye to the anticipated benefits means that the quality of
performance of the current job or duty suffers-through mental agitation of anxiety for the
future. In fact, the way the world works means that events do not always respond positively to
our calculations and hence expected fruits may not always be forthcoming. So, the Gita tells
used not to mortgage present commitment to an uncertain future.
 Some people might argue that not seeking the business result of work and actions,
makes one unaccountable. In fact, the Bhagavad-Gita - Gita is full of advice on the theory of
cause and effect, making the doer responsible for the consequences of his deeds. While
advising detachment from the avarice of selfish gains in discharging one’s accepted duty, the
Gita does not absolve anybody of the consequences arising from discharge of his or her
responsibilities.
Thus the best means of effective performance management is the work itself.
Attaining this state of mind (called “nishkama karma’) is the right attitude to work because it
prevents the ego, the mind, from dissipation of attention through speculation on future gains
or losses.

4. Motivation - self and self-transcendence :

It has been presumed for many years that satisfying lower order needs of workers -
adequate food, clothing and shelter, etc. are key factors in motivation. However, it is a
common experience that the dissatisfaction of the clerk and of the Director is identical - only
their scales and composition vary. It should be true that once the lower - order needs are
more than satisfied, the Director should have little problem in optimizing his contribution to
the organization and society. But more often than not, it does not, it does not happen like that.
(“The eagle soars high but keeps its eyes firmly fixed on the dead animal below.”) On the
contrary, a lowly paid school - teacher, or a self - employed artisan, may well demonstrate
higher levels of self-actualization despite poorer satisfaction of their lower-order needs.
This situation is explained by the theory of self-transcendence propounded in the
Gita. Self-transcendence involves renouncing egoism, putting others before oneself,
emphasizing team work, dignity, cooperation, harmony and trust - and, indeed potentially
sacrificing lower needs for higher goals, the opposite of Maslow.
“ Work must be done with detachment.”
It is the ego that spoils work and the ego is the centerpiece of most theories of motivation. We
need not merely a theory of motivation but a theory of inspiration.
The Great Indian poet, Ranbindranath Tagore (1861-1941), known as “Gurudev”)
says working for love is freedom in action. A concept which is described as “disinterested
work” in the Gita where Sri Krishna says,
The Great Indian poet, Ranbindranath Tagore (1861-1941), known as “Gurudev”)
says working for love is freedom in action. A concept which is described as “disinterested
work” in the Gita where Sri Krishna says,
“He who shares the wealth generated only after serving the people,
through work done as a Sacrifice for them, is freed from all sins. On the contrary
those who earn Wealth only for themselves, eat sins that lead to frustration and failure.”
Disinterested work finds expression in devotion, surrender and equipoise. The former
two are psychological while the third is determination to keep the mind free of the dualistic
(usually taken to mean “materialistic”) pulls of daily experiences. Detached involvement in
work is the key to mental equanimity or the state of “nirdwana”. This attitude leads to a
stage where the worker begins to feel the presence of the Supreme Intelligence guiding the
embodied individual intelligence. Such depersonalized intelligence is the best suited for those
who sincerely believe in the supremacy of organizational goals as compared to narrow
personal success and achievement.

5. Work Culture:
 An effective work culture is about vigorous and arduous efforts in pursuit of given or
chosen tasks Sri Krishna elaborated on two types of work culture - “daivi sampat” or divine
work culture and “asuri sampat” or demonic work culture.
Daivi work culture - involves fearlessness, purity, self-control, sacrifice,
straightforwardness, self-denial, calmness, absence of faultfinding, absence of greed,
gentleness, modesty, absence of envy and pride.
lness of the worker. Thus, while commonplace theories of motivation may be said to
lead us to the bondage or extrinsic rewards, the Gita’s principle leads us to the intrinsic
rewards of mental and indeed moral satisfaction.
motivation may be said to lead us to the bondage or extrinsic rewards, the Gita’s principle
leads us to the intrinsic rewards of mental and indeed moral satisfaction.
6. Work results:
The Gita further explains the theory of “detachment” from the extrinsic rewards of work in
saying
If the result of sincere effort is a success, the doer alone should not appropriate the
entire credit.
l If the result of sincere effort is a failure, then too the entire blame does not accrue to
the doer.

The former attitude mollifies arrogance and conceit while the latter prevents
excessive despondency, de-motivation and self-pity. Thus both these dispositions safeguard
the doer against psychological vulnerability, the cause of the modern manager’s companions
of stress related illness.
Assimilation of he ideas of the Gita leads us to the wider spectrum of
“lokasamgraha” (general welfare) but there is also another dimension to the work ethic - if
the “karma yoga” (service) is blended with “bhaktiyoga” (devotion), then the work itself
becomes worship, a“sevayoga” (service for its own sake)
Along with bhakti yoga as a means of liberation, the Gita espouses the doctrine of
nishkamya karma or pure action untainted by hankering after the fruits resulting from that
action. Modern scientists have now understood the intuitive wisdom of that action in a new
light.
7. Manager’s Mental Health:
The ideas mentioned above have a close bearing on the end-state of a manager which
is his mental health. Sound mental health is the very goal of any human activity more so
management. An expert describes sound mental health as the state of mind which can
maintain a calm, positive poise or regain it when unsettled in the midst of all the external
vagaries of work life and social existence. Internal constancy and peace are the pre-
requisites for a healthy stress-free mind.

Some of the impediments to sound mental health are :

Greed-for power, position, prestige and money.

Envy - regarding other’s achievement, success, rewards.
Egotism - about one’s own accomplishments.
Suspicion, anger and frustration.
Anguish through comparisons.

The driving forces in today’s rat-race are speed and greed as well as ambition and
competition. The natural fallout from these forces is erosion of one’s ethico - moral fibre
which supersedes the value system as a means in the entrepreneurial path like tax evasion,
undercutting, spreading canards against the competitions, entreprenuel spying, instigating
industrial strife in the business rivals’ establishments etc. Although these practices are taken
as normal business hazards for achieving progress, they always end up as a pursuit of mirage
- the more the needs the more the disappointments. This phenomenon may be called as
yayati- syndrome. In Mahabharata we come across a king called yayati who, in order to revel
in the endless enjoyment of flesh exchange his old age with the youth of his obliging youngest
son for a mythical thousand years. However, he lost himself in the pursuit of sensual
enjoyments and felt penitent. He came back to his son pleading to take back his youth. This
yayati syndrome shows the conflict between externally directed acquisitions, motivations and
inner reasoning, emotions and conscience.

Gita tells us how to get out of this universal phenomenon by prescribing the following
capsules :
l Cultivate sound philosophy of Life.
l Identify with inner core of self-sufficiency.
l Get out of the habitual mindset towards the pairs of opposites.
l Strive for excellence through work is worship.
l Build up an internal integrated reference point to face contrary
impulses, and emotions.
l Pursue ethico-moral rectitude.
Cultivating this understanding by a manager would lead him to emancipation
fromfalsifying ego-conscious state of confusion and distortion, to a state of pure and free
mind i.e. universal, supreme consciousness wherefrom he can prove his effectiveness in
discharging whatever duties that have fallen to his domain.

Bhagawan’s advice is relevant here :

“tasmaat sarveshu kaaleshu mamanusmarah yuddha cha”
Therefore under all circumstances remember Me and then fight’ (Fight means
perform your duties)
8. Message of Bhagavad-Gita Gita for Managers:
The despondent position of Arjuna in the first chapter of the Gita is a typical human
situation which may come in the life of all Arjuna’s mind from the state of inertia to the state
of righteous action, from the state of faithlessness to the state of faith and self-confidence in
the ultimate victory of Dharma (ethical action). They are the powerful words of courage of
strenght, of self confidence, of faith in one’s own infinite power, of the glory, of velour in the
life active people and of the need for intense calmness in the midst of intense action. When
Arjuna got over his despondency and stood ready to fight, Sri Krishna gave him the gospel
for using his spirit of intense action not for his own benefit, not for satisfying his own greed
and desire, but for using his spirit of intense action not for his own benefit, not for satisfying
his own greed and desire, but for using but for action for the good of many, with faith in the
ultimate victory of ethics over unethical actions and that he is ready to do what is expected of
him in the given situation. Sri Krishna’s advice with regard to temporary failures in actions
is ‘No doer of good even ends in misery’. Every action should produce results : good action
produces good results and evil begets nothing but evil. Therefore always act well and be
rewarded.

And finally the Gita’s consoling massage for all men of action is : He who follows
My ideal in all walks of life without losing faith in the ideal or never deviating from it, I
provide him in the pursuit of sensual enjoyments and felt penitent. He came back to his son
pleading to take back his youth. This yayati syndrome Mahabharata we come across a king
called yayati who, in order to revel in the endless enjoyment of flesh exchange his old age
with the youth of his obliging youngest son for a mythical thousand years. However, he lost
himself in the pursuit of sensual enjoyments and felt penitent. He came back to his son
pleading to take back his youth. This yayati syndrome holistic attitude of lokasangraha - for
the welfare of many, for the good of many. The idea is that these management skills should be
India-centric and not America-centric. Swami Vivekananda says a combination of both these
approaches will certainly create future leaders of India who be far superior to any that have
ever been in the world.
Conclusion

The dependency of Arjuna as explained in the first chapter of the Bhagavad-Gita is

typically human. Lord Krishna could change his mindset from the state of inertia to the
righteous action. When Arjuna got ready for action, then Lord Krishna reminded him that the
war isfor ethics where unethical things need to be destroyed. Good actions provide good
results and bad actions provide bad results. This means one has to be good to achieve good
results.

The papers never suggest discarding the western philosophy of management but to
think over our own philosophy and implement them under Indian condition. Moreover, the
papers is not the end, it require and further research to have a good think over it. Further,
this paper is only a representative one we should think of further development of such
concepts that prevailed in India before the western concepts were recorded or brought into
theory.

References :

1. Bhattathirij, M.P. (2001) Bhagavad-Gita and Management.

2. Swami Bodhananda (1995) The Holistic Approach to Modern
Management. Samvodh Management.
3. News Letter : Samvodh Management (various issues)
4. Prasad, L.M. (1999) Principles of Management. Sultan Chand & Sons.
5. Monappa, A. (1995) Managing Human Resources. Macmillan

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“Stand up, be bold, be strong. Take the whole responsibility on
your own shoulders, & know that you are the creator of your
own destiny”

”Neither money pays, nor name pays, nor fame, nor learning; it
is CHARACTER that cleave through adamantine walls of
difference”

“He is an atheist who does not believe in himself. The old

religion said that he was an atheist who does not believe in God.
The new religion says that he is an atheist who does not believe
in himself”

A few golden lines from Swami Vivekananda