Why Rhode Island Was the Most Democratic Colony

â€Å"American† Essay The original thirteen colonies, from groundbreaking Virginia, first settled in 1612, to the bountiful Carolinas originating in the year of 1670. In 1636, twenty four years after the formation of Virginia, the revolutionary Rhode Island came to be. Though settled three-hundred and seventy-six years ago, Rhode Island at that time, still holds similarities to what it means to be â€Å"American† today. America is synonymous with freedom, tolerance of those different, equality, and democracy.Rhode Island can be considered the most American of all thirteen original colonies, because it supported separatist government, practiced religious tolerance, and had a democracy from the start. Rhode Island may never have came to be, if not for Roger Williams. After being exiled from the Massachusetts Bay Colony, for endorsement of a separatist movement, It was he who relocated to present day Rhode Island. At that time, Massachusetts, was a colony ruled by Puritans . These people were anti-separatists, which means that they did not believe in the separation of church and state.Any resident living in Massachusetts, regardless of Religious affiliation was required to pay taxes to the puritan church. The churches only problem was not the requirement of taxes, but also their efforts to control other aspects of the colonist’s lives. Massachusetts had a certain kind of feel to it, and the Puritans wanted to assure that it stay that way. Puritans felt threatened by any kind of act that did not fit perfectly with their view of what life should be like in their colony. For example, If two people were found to be showing any type of affection towards each other in public, they were fined.Puritans were against the practice of ceremonies, or any type of event containing music. They believed that music was an expression not pure enough for their way of life. Puritans refused to celebrate various holidays, such as Christmas. They also would not allow certain staples of religious practice to be involved in their worship. Candles, or religious images were not permitted in church service. Many forms of entertainment were not allowed in Puritan villages. Gambling or other games of chance were outlawed. Plays of any genre were not allowed.Laughing in public was forbidden, because it suggested that devilish or demonic spirits inhabited you. The Puritans worked to control every aspect of a persons life. Roger Williams, founder of Rhode Island, would have none of it. From the start Williams allowed Rhode Islander’s many freedoms, as well as creating a separatist government, in some ways, the first of its kind. Williams did not require citizens to attend church, and did not let laws interfere with a someone’s personal life. He believed that it was not the churches/governments right to control such things.Though the people of Rhode island did pay taxes, these taxes went to the government, not a state church. The lack of the se laws can be considered very â€Å"American† by modern standards. When looking at the country now, one can see that there is an absence of laws restricting Humans actions and rights, aside from cruel and unjust acts. Each individual has freedom of speech, and is allowed to express their ideas openly. The US does not outlaw many types of entertainment, music, holidays, or public displays of humor or affection. Rhode Island shares this in common with the present day US.The same cannot be said of the Massachusetts Bay Colony. Rhode Island was one of only four colonies whose government did not have an official religion. The Carolina’s, Maryland, New York, and Virginia all supported the Anglican church, While Massachusetts, Connecticut and New Hampshire all chose to support the congregational church. This proves that Rhode Island was uniquely and unconscionably â€Å"American† for its time. Rhode Island can again be considered â€Å"American† because of itâ €™s practice of complete religious tolerance, this was unheard of in most other colonies in these times.Williams allowed anyone, regardless of religious affiliation to reside in the state. Jews, persecuted by almost every other colony at the time, as well as Catholics were allowed to live in the boundaries of Rhode Island, and not fear punishment or persecution. Even the endlessly persecuted Quakers were allowed in Rhode Island. Quaker views were vastly different than that of leader Roger Williams, but he believed that they should not be persecuted for this difference in opinion. When looking at the views of other colonies, one can see that they did no share the same ideals. Maryland claimed to be religiously tolerant.Created as a refuge for Catholics, one would assume that a place such as this would be tolerant of other religions, the Act of Toleration was passed in 1649, but was not as welcoming as it sounded. While giving freedom to Christians, it also stated the right to per secute all Jews, or atheists with no religious affiliation. Massachusetts was wildly intolerant of not Christians, torturing and killing the Quakers, whom later fled to Rhode Island. All colonies supporting the Anglican church practiced religious tolerance to their fellow protestants, and in some cases even Catholics, but none would accept those who denied the divinity of Jesus.Congregational colonies were even more strict in their tolerance of other religions. Aside from religion, Rhode Island was also tolerant of people that for other reason would not be welcome elsewhere. Those like Williams who had angered the leaders of their previous residence were welcomed there. Anne Hutchinson, whom was also exiled from the Bay Colony is a famous resident of Rhode Island. Her Ideals were far from that or Williams, but still she was welcomed in his colony. Both rich and poor could find a home in Rhode island.It was unlike the sprawling plantations of South Carolina, or Virginia where the poo r were exiled from being â€Å"squatters† on the land, or the large and powerful elites of aristocratic New York, controlling not just the government and economy, but the land as well. Rhode islands practice of tolerance, not only pertaining to religion, but also to the differing of ideals and economic status, again shows that Rhode Island is the most â€Å"American† of the thirteen colonies. A third reason that Rhode Island can be considered the most â€Å"American† colony was it’s voting system.Rhode Island gave all men, who owned property and payed taxes on said property the right to vote. Regardless of Religion, a man had this right. This was unheard of in many colonies at the time. Anglican colonies such as South Carolina and Georgia, also allowed man holding men to vote, but only if they were of protestant religion. Some colonies were even more strict with their voting rights. In the Massachusetts Bay Colony the government could not even be consider ed a democracy. The Freemen held the right to elect the governor annually as well as his cabinet.The freemen however, were few and far between. Only puritans could be freemen, and they were not even eligible until they were declared â€Å"visible saints†. This is when, at church, god inhabits a person, which causes him to convulse, or perhaps speak in tongues. Because of this rule, only few men were eligible to vote in elections. Rhode Islands suffrage law, allowed a vast number of citizens to vote, which in turn made Rhode Island on of the most democratic of the colonies at the time. This again proves that Rhode Island was the most â€Å"American† of the Thirteen colonies.There are those that do not believe Rhode Island was the most â€Å"American† colony of our forefathers. Some may say that the most â€Å"American† colony was in fact Georgia. Evidence supports that this was not the case. Though Georgia supported separatist government, and did not affil iate with any one religion, they did however persecute certain religious groups. Catholics. The Jewish, and Atheists were discriminated against and persecuted in Georgia, because of this, these people did not have the right to vote in any election, only practicing protestants could participate in elections.These shortcomings of the Georgia colony disqualify it from being a truly â€Å"American† colony. Rhode Island can easily be considered the most â€Å"American† colony for many reasons. Rhode Island participated in separatist government, practiced religious toleration towards all religions, and promoted suffrage for a large amount of people at the time. When someone is asked to describe America in three words, one is willing to bet that those three words would be freedom, tolerance, and equality. Rhode island had the right idea hundreds of years ago, and our country has been influenced by these simple ideas ever since.

Attitudes Towards Technology: Han China and Roman Empire Essay

Han and Roman attitudes towards technology in the late BCE and early CE pointed towards two main categories, positive and negative. The Majority of the documents had positive attitudes towards technology because of its obvious benefits to the author’s cities. Documents 1 and 8 show government officials in charge of water technology. Both show obvious support for the technology they are associated with, preventing floods or creating aqueducts for their cities. Also, their jobs require them to use technology so they must have an appreciation for it. Documents 3 and 4 describe times when the technology used to help citizens direct their water to help productivity. It is shown that both government and philosophers see a benefit of technology in society, clearly improving productivity for their whole country. Lastly, Document 6 shows Plutarch, a high government official, writing of the creation of roads that helped the mobility of horses, the organization of cities, and beauty of the land. On the other hand, few documents show points of view seeing technology in a negative light. Document 2 shows a govt. official describing the bad quality of technology because of lack of workers and quality labor. He also states that the lack of quality technology causes an increase in the iron and salt prices, resulting in lack of seasoning for the peasants’ food and lack of strong tools for farming. Documents 5 and 7 show two Roman upper classman opposed to technology because they believe inventors and craftsment lack wisdom and enlightenment. Their were two main point of view that could have affected the bias of the documents’ position on the matter. The first is shown in documents 1 and 8 where the sources are men with an occupation in technological work. This means they must have started with an appreciation for it. Also, the more they advertised the ideas of their technologies, the better the business was for them, making them more wealthy and important, thus more powerful. The second point of view comes from positions of very high power and little knowledge of the use of technology. Shown in documents 5 and 7 are two sources that have very high positions in their society where they lack experience and knowledge of the uses of technology. Had they known more and had first hand experience with tools and different crafts, they might have a  better appreciation for such â€Å"vulgar† jobs. Looking over the documents, it is made obvious that all the document come from high class citizens fiving us no perspective from the less wealthy. Had we gotten a document from a lower class citizen, we would then be able to draw info on how technology affected the larger part of societies. Also, all the sources come from male citizens fiving us no knowledge of the effect it technology had on the women. Perhaps their household lives were affected greatly by the creation of tools, an area of daily lives men of the upper class would have no knowledge of. The majority of attitude towards technology during the Han dynasty and Roman Empire reasonably was positive, but the portion of negative responses lay mostly in areas of lack of knowledge on the subject.

University Study Skills

Students need to make a number of adjustments when starting university. Critically discuss some of these adjustments in terms of skills brought with them, and new skills that must be developed. Draw on relevant SSK12 material in your essay. ————————————————- In this essay it will be argued that even though students may bring with them such skills as competence in writing secondary school essays and reports, good comprehension and grammar and motivation to succeed with them to university, there are other skills they will need to develop as well as refine those they already possess.The main skills which any new student will need to develop in order to succeed at university are critical thinking, which also includes critical reading, reflective thinking, learning independently and adjusting to the concept of the university culture which has its own languages and behaviours. Ne w students are likely to experience a cultural clash as university possesses its own culture, and sub-cultures. Adjustments will have to be made with students needing to develop bicultural habits. As Kolb asserts, students entering higher education will have to engage in ‘learning how to learn’ (Kolb 1981).The lead-up to the first study period, as well as the first study period itself, of a student’s beginning in university can be a massive culture shock. Some students may develop the feeling of uncertainty as to whether they have made the right choice about pursuing higher education and whether they are even likely to succeed. This can be observed by reading some of the student comments on the SSK12 Facebook page during the first weeks of the first study period. In other cases we may see students that take on a particular discipline and after a period of time find that they no longer have a desire to pursue that discipline.There may be few opportunities for stud ents in these positions to change disciplines. This is primarily due to the fact each discipline has its own sub-culture within the greater university culture. As Kolb has discussed, there are many faculties within the university, each have their own conventions that are unique to themselves such as language, values, ideas and norms (Kolb 1981). This impending transition may be too much for a student who has already had to become acculturated and has potentially experienced a culture shock.The average individual can be affected by several cultures, for example and not necessarily restricted to, culture of family, culture of the workplace and culture of religion. The culture of university is but one of the cultures that can make a big impact on the individual. Students are faced with a new workload that may come with a pace of instruction that is probably faster and more intense than what they may be used to. There is a potential to feel overwhelmed at first and ways to overcome this may be to develop habits of early preparation, prioritising and time management.There is an expectation that students need to be self-motivated and independent. There will be some guidance available but the general expectation is that the individual should know their own deadlines and the amount of study that is required. This may take some adjustment for individuals as they may be reeling from the cultural demands that university has already begun to place upon them. If they are studying more than one subject in their first study period they will have already potentially experienced the distinction in sub-cultures.For example, Ballard and Clanchy have noted that each sub-culture will have its own language and values and the new student will have to navigate themselves through an unsteady transition between cultures (Ballard and Clanchy 1988). Individuals also need to develop critical thinking as it is a cornerstone of university studies. Warren contends that critical thinking is n ecessary to university studies as an individual cannot â€Å"process information, form reasoned opinions, evaluate beliefs, construct positions, or articulate a thesis without the use of critical thinking† (Warren 1995, 4).I can support this through my own experience as critical thinking has been an important component of my university studies to date. One may see, however, that some individuals may have difficulties bringing themselves around to this mode of thinking as critical thinking involves developing an impersonal approach and attempting to put aside any biases that the individual may possess about particular subjects. Critical thinking may also involve critical reading and this may also be a foreign concept to the new student.One needs to get into the habit of identifying theses in readings rather than just ‘reading’ – ‘sorting the wheat from the chaff’, as it were. Once the thesis has been identified the argument then needs to be ana lysed and criticised. Any evidence within the reading needs to be assessed. Any conclusions reached need to be examined as well as whether they are supported by evidence. Any other alternatives also need to be considered. In short, the individual will need to read more widely than what they may be used to and in a more analytical fashion. Reflective thinking is another skill that students must develop as it is a valuable tool.Reflection is integral to learning and assists in critical thinking as it starts with being self-critical in order to learn and improve. As Marshall and Rowland assert, ‘thinking about your own thinking, or metacognition, will give you insights into how you go about your learning, and is important if you want to change or adapt study behaviours’ (Marshall and Rowland 2006 9). Warren further asserts that ‘critical thinking is necessary to learning. One cannot process information, form reasoned opinions, evaluate beliefs, construct positions, o r articulate a thesis without the use of critical thinking.As such, the critical self is integral to learning itself’ (Warren 1995). Reflective thinking makes the individual ask themselves what may be working, what is not working and what may require improvement. Some students may already bring a form of this skill with them to university. I can support this through my personal experience in this area. I served in the police force for thirty years and the procedure in the police force was to conduct ‘debriefs’ of incidents that we were involved in. The police debrief was always framed in the format of discussing what went well and what could be done better.Every individual involved in that particular incident was expected to contribute. The expectation was that this process would lead to constant improvement in performance. It is a very similar process to reflection within university learning. One method of reflective thinking that students may learn a great deal from is through the keeping of a reflective journal, also known as a learning log. Pavlovich asserts that reflective journals are an invaluable aid in the development of self-awareness and inner leadership (Pavlovich 2007).The use of a reflective journal aids in developing the individual as a critical thinker as the very nature of its use forces the user to be critical of themselves and lead to change and improvement. Students will also need to develop the skill of speaking and writing in academic English. This is part of the acculturation to the university culture of which language is a major part. Students will have to learn very quickly to become bicultural. In their written work they will have to learn to avoid contractions and develop the passive voice over the active voice.Academic English is specific whereas informal English, that the student may be used, to is rather vague. Academic English is also often structured in a cautious manner whereas informal English is often stru ctured in a more definite manner. Using my own personal experience to add support to this, I thought I had a reasonable grasp of formal English having come from the police force where, for example, great care goes into compilation of files for the prosecutors to proceed with, but I have also had to make adjustments and become bicultural through working on my own understanding and application of academic English.The new student may bring skills with them to university but they will be confronted with the need to refine these skills and indeed develop new skills in order to survive at university. Skills that will need to be developed will include the need for critical and reflective thinking, critical reading and adjustment to independent learning. Students will also have to become acculturated to university which possesses its own culture and sub-cultures which are separate to what they may be used to. REFERENCES Avruch, Kevin. 2002. Culture and Conflict Resolution.Washington: United States Institute of Peace Press. Ballard, Brigid, and John Clanchy. 1988. Literacy in the university: An ‘anthropological’ approach. In Literacy by Degrees, ed G. Taylor, et al. , 7-23. Milton Keynes: The Society for Research into Higher Education & Open University Press. Beasley, Colin. 2012. Communicating at University. Murdoch University, Perth, Western Australia. Bizzell, Patricia. 1986. What Happens When Basic Writers Come to College? College Composition and Communication. 37(3). Grant, Barbara. 1997.Disciplining Students: the construction of student subjectivities. British Journal of Sociology of Education, 18(1): 101-114. Hobson, Julia. 1996. â€Å"Concepts of the self: Different ways of knowing about the self†. SSK12 lecture transcript. Ed. Lorraine Marshall. Perth: Murdoch University. Kolb, David A. 1981. â€Å"Learning styles and disciplinary differences. † In The Modern American College. Ed. A. W. Chickerine & Associates, 232-235 and 251-252. S an Francisco: Jossey Bass. Marshall, Lorraine, and Frances Rowland. 2006. A guide to learning independently. th ed. Frenchs Forest, NSW: Pearson Education Australia. Pavlovich, Kathryn. 2007. The development of reflective practice through student journals. Higher Education Research and Development 26 (3): 281-295. Samovar, Larry A. , and Richard E. Porter. 2004. Communication Between Cultures. 5th ed. Belmont, California: Wadsworth/Thomson Learning. Vivekananda, Kitty, and Penny Shores. 1996. Uni is Easier When You Know How: Success Stories, Study Secrets, Strategies. Sydney: Hale and Iremonger. Warren, Karen. 1995. ‘The critical self’. Perth: Murdoch University.

Ethical and Moral Philosophies Research Paper Example | Topics and Well Written Essays - 750 words

Ethical and Moral Philosophies - Research Paper Example There are moral philosophies that come in handy when business decisions are made by business people to ensure it falls within the realms of their morals and achieve business goals (Forsyth, 1992). These include teleology, egoism, utilitarianism, relativist, virtue ethics, and justice but this study will elaborate on idealism and relativism. One of the moral philosophies applied in business decision-making include idealism where a decision-maker considers the welfare of others in choosing the decision to make. Highly idealistic individual’s belief in the presence of measures to avoid harming others and will not decide to chose a lesser evil between two evils that will negatively affect other people. Lowly idealistic people belief in the assumption that little harm may be necessary for good to be produced, hence if their decision will harm less people they would chose it among two harmful evils (Forsyth, 1992). Relativism is the other example of moral philosophy applied in business decision-making where a decision maker uses their selves or the people around them as a basis for defining ethical standards (Ferrell et al., 2013). High relativist individuals make a decision depending on the individuals and that the nature of the situation and circumstances are weighed more than ethical principles. Low relativist individuals base their decisions on ensuring they are consistent with moral principles, norms, and practices. Moral philosophies influence behavior and decision-making because when a person takes on a given moral philosophy either consciously or unconsciously, the moral philosophy becomes his/her guiding principle. The person carries out the moral philosophy relentlessly through each obstacle in his way. He/she will strategize and make ways through which the given moral philosophy will be beneficial to them as an

2 essay of 2500 word, just choose from the list

2 of 2500 word, just choose from the list - Essay Example In this context, the success or failure of such cooperation depends on the success or failure of the foreign policies exchanged between nations. Focusing on the current scenario of international politics, foreign policies can occur as a result of mutual international cooperation, or political exploitation leading to even war. For instance, the political mayhem in Iraq can be described by means of analysing its foreign policies depicting a diverse picture of the country along with its various political parties, coalitions and other military disagreements. This section attempts to discuss the notion of foreign policy in general. Current political scenario on the international platform strongly advocates for the rapid rise in the importance of foreign policy. This further highlights the need to analyse the various meanings associated with the notion of foreign policy. This section tries to precisely describe the different connotations of foreign policy along with a number of examples from the foreign policies of various nations. The most important point in this analysis is to understand the basic issues and objectives of foreign policies with regard to its increasing complicated nature across countries. Understanding the notion of foreign policy involves its applications in specific case studies. That is to say, the theory of foreign policy can best be described in terms of some empirical examples. While defining the concept of foreign policy, the issue of ethics has a significant role to play. Ethics is further associated with the concepts of human rights and ‘mutual respect’ (Smith and Light, 2001). In this context, ethics is related to ethical behaviour, that is, behaviour in accordance with a set of moral rules incorporated with natural as well as universal laws. Along with these moral rules, the aspect of virtue is also included. That is to say, in the words of Smith and Light (2001), â€Å"the focus is not so much on what people ought to do when faced

Evaluation of The Capital Asset Pricing Model (GlaxoSmithKline) Essay

Evaluation of The Capital Asset Pricing Model (GlaxoSmithKline) - Essay Example This model generated the idea of beta, that is, the risk of the specific stock. The CAPM model thus is mainly used by firms for estimating the cost of equity. CAPM Assumptions The CAPM model makes some assumptions for calculating the price of the securities which are risky. These assumptions are as follows : †¢ The market is efficient and perfect. The information regarding the market is easily available to all the investors. No single investor can influence the stock price change of the market. As the market is efficient there is no transaction cost, no taxes (kapil, 2011, p.168). †¢ The investors are risk averse in nature. All the investors have same expectation about the return from the market. It is also assumed that the assets are perfectly liquid and they are divisible infinitely. It means the investor can buy or sell any amount of stock. It is also assumed that all assets can be sold or bought in the market by the investors including the human capital. †¢ At the risk free rate the investors can borrow or lend unlimited amount and they can expect risk free rate of interest from the funds. †¢ Unlimited short selling is allowed as per the assumption of CAPM model. †¢ The investors are concerned with a single period price of asset and the mean and variance of the concerned asset (Elton et al, 2009, p.283). ... CAPM Limitations CAPM model is criticised because of the number of assumptions it makes. It is assumed in the model that the market is efficient which in reality it is not. The information regarding the market is not readily available to the investors. There is also the transaction cost of trading and the taxation cost which the model does not take into consideration. In the model it is assumed that the investors are interested only for a single period of change in the asset pricing. But in reality when they invest they do the fundamental analysis of the stock which means they analyze the historical value of the asset taking a long period into consideration. The beta of the asset changes over the period, it is not stable as assumed by the CAPM model. The investors are not also risk averse in nature and also it is not possible that the assets are divisible entirely. The relationship of beta and return is weak practically (Damodaran, n.d., p.13). It is also a factor that the firm may c hange in the period for which the estimation is made. Instead of these limitations, CAPM model provides the quantitative and logical tool for measuring the risk and return relationship of the asset or the portfolio. Part II GlaxoSmithKline Risk and Return Analysis About the Company GlaxoSmithKline, a company of the pharmaceutical industry was founded in the year 2000 and listed in the London stock exchange and the New York Stock Exchange. The company is a constituent of FTSE 100 index. The company is based in London and in terms of revenue it is the third largest company in the world. The company’s business is spread throughout the world. The long term

Discrimnation in medical care based on color and race Research Paper

Discrimnation in medical care based on color and race - Research Paper Example The first focuses on potential lack of general applicability of findings based on unrepresentative data gathered from race-biased samples, a concern which gains most of its force from implicitly or explicitly biological understandings of race. Of more concern to professionals who do not share that view, are the implications of racial disparity in clinical trials for the health of African-American patients (Mwaria, King); that Black patients are less likely to participate in research protocols makes them less likely to be among those first receiving the most advanced forms of medical intervention, and may contribute to general health inequality. In the 1990’s clinicians and researchers, backed by the Centers for Disease Control (Trubo 1994), The National Institutes of Health (NIH 1994) and the Food and Drug Administration (FDA 1997), began to hunt for the â€Å"barriers† to African-American participation in clinical trials. Research concluded that the problem is complex and that patient beliefs, racist bias on the part of physicians and institutional and community constraints all play a role (King, Mwaria, Shavers-Hornaday, 1997). Despite the apparent complexity of the issue, much of this discussion centers primarily on African-American â€Å"distrust† of doctors and the healthcare system in general and clinical trials in particular(Corbie-Smith 1999, Dula, Friemuth 2001, Gamble, Shavers-Hornaday, , Thomas 1999, ), while a substantial number of papers argued that widespread credulity toward â€Å"conspiracy theories† among Black patients is a key component of their distrust and thus of their unwillingness to undergo experimental treatments. (Corbie-Smith , Friemuth, Simmons and Parsons, 1999, Thomas) Among the most outlandish—and well-analyzed—medical â€Å"conspiracy theories† are those concerning HIV/AIDS. Researchers have

Dietary Intake, Gender and Activity Factors Influenced on BMI Essay

Dietary Intake, Gender and Activity Factors Influenced on BMI - Essay Example Nevertheless, overweight is most importantly attributable to excess intake of energy, which lead to not only a positive energy balance but also an accumulation of body fats (Moore, 2000). Also, a sedentary lifestyle is the other factors that can contribute to a gain in weight. BMI is a reliable and easily obtainable indicator of relative body size. At most times, BMI is directly associated with LDL and total cholesterol plasma concentrations. However, an inverse relationship has been reported between BMI and HDL-cholesterol (McNamara et al. 1992). On the other hand, the effect of gender on the association between blood lipid constraint and BMI has not been evidently recognized because most of the studies that have been conducted in this area are hardly consistent. Participating in physical activities is commonly used as a valuable way of preventing a number of health risks that are especially caused by heavyweight across all genders (Eaton and Eaton, 2003). There are a number of reports that have indicated that youth and children spend most of their leisure time in sedentary engagements such as playing video games or watching television (Moore, 2000). Mounting evidence reveals that sedentary behaviors, which are characterized by lack of physical activities, are attributed to increased risk of physical problems Sedentary behaviors have been proved to, be associated with physical activities, eating habits, and obesity when correlation designs are used (Gortmaker et al., 1996). Although these designs are valuable in determining associations between variables, experimental designs that entail the manipulation of sedentary behaviors are important in determining the causal impact of sedentary habits on energy consumption (Robinson, 1999).  

Why are you pursuing a career in nursing What makes you capable to be Essay

Why are you pursuing a career in nursing What makes you capable to be a nurse - Essay Example It is an unequal encounter in all aspects. When I read, â€Å"the sick soon come to understand that they live in a different world from the well and that the two cannot communicate† in a book by Jessamyn West, I could really feel the vast expanse of solitude that surrounded the protagonist and my eyes became wet (West, 29). That was way back in 2000 but I gradually nurtured a secret wish to become a caring companion for such solitary souls. Even before that, I used to volunteer for taking care of the members of our family who had been sick and bed ridden. I would clean up the room for them, take flowers to them, read to them and keep them company. All those moments gave me deep satisfaction and a sense of purpose in life. The smile in their eyes brightened up my days. And once, I heard my sick grand mother whisper in a feeble voice, â€Å"my little Nightingale,† when I was kissing her good bye. Those words made a deep imprint in my heart. It was then I started thinking about taking up nursing as my career seriously. I already knew that I could feel empathy for others. It naturally came to me. I thought it as my asset and decided that I could really make this profession, my passion. Even now I remember, when I was a child, my grand mother had kept awake at my bedside whenever I fell ill. So I felt I owe to reciprocate that care to her.

An Investigation Into the Mental Health and Substance Abuse Among Veterans Essay Example for Free

An Investigation Into the Mental Health and Substance Abuse Among Veterans Essay Introduction There are numerous issues facing American veterans returning home from war, both past and present. They are taught how to transform themselves into different people who are better adept at performing under severe war-zone stressors. They are prepared physically and sometimes mentally for what they will be entering into on foreign territory but not often enough for the challenge of re-entering civilian life. Soldiers are falling through the cracks in our system upon returning home, shown through an increase in post-traumatic stress disorder (PTSD) and substance abuse among veterans. Two theories that I will be exploring in this paper are Conflict Theory and Phenomenology Theory. There is more conflict everyday over what our troops should be doing and why. Any doubt of following the path to become a soldier is critiqued as going against the protection of our country, yet once they come out the other end of this journey the supported soldier is gone and in its place is either the glorified hero or sympathized victim. The phenomena of PTSD can create confusion for everyone involved. There is rarely a great understanding of a soldier’s mind and how it interprets their experiences into reactions after war. These experiences have a real effect on their lives and how they care and handle themselves after war. The way society has constructed what a soldier should represent does not include asking for help and makes them appear weak when if they show vulnerability. This issue is important because even today with easier access to treatment, many veterans today won’t or can’t seek out help. To many it is easier to turn to substance abuse to self-medicate and erase confusion from past experiences. Book Examination In the book Fields of Combat, stories are told of how soldiers are trained to kill and understand that to be a true soldier you must accept you own death. Author Erin Finley describes what it is like for soldiers who came home and developed PTSD, and puts their experiences into a social and cultural perspective. She paints a portrait of PTSD to reveal to readers that there is no comprehensive way to understand or experience it. â€Å"As an anthropologist, I find the web of tangled arguments over PTSD fascinating because these conflicts are in many ways about the nature of war-related suffering itself† (Finley, 2011). She describes how to understand PTSD, we must listen to the experience and concerns of the veterans before we can begin to help them. Theory Exploration The Conflict Theory can be applied to many aspects of a veteran’s life, the individual, their families, communities, and organizations around them. These troops return home without knowing how to integrate back into society. The families who should be overjoyed about the safe return of one of their members are displaced without having proper resources to help their loved ones mental health. They are not given the same stress and trauma training the soldiers is given, nor do they know of the experiences causing change in the soldier. There is not often enough knowledge available to the family of what it will be like for the family to have a soldier return home and can be caught off guard by what the soldier will experience upon return. Communities are affected by having one of their members experiencing side effects of war form attempting to re-enter the work force to social events and even the death of such troops of veterans. There is much debate about how war is handled in t he United States. It is generally agreed upon that protection of American citizens is of importance, but from there on out there is little agreement among groups. When thinking about this debate I cannot help but recall driving up to an intersection in my hometown and seeing picketers on either side of the street. Pro-war protesters held signs on one hand that said â€Å"FREEDOM IS NOT FREE† while anti-war protesters fought back with signs that reminded drivers of the ever-growing death toll of soldiers and civilians. Each side questioning the motives behind the other, from wasting America’s resources to question one’s loyalty to America. While these groups have different interests about sending our troops off to war, they should be able to come together when the troops return in order to offer services to help return to a life as normal as possible. From a Marxist view, veterans can be seen as an exploitation of the government by using the troops to their advantage and profit. While the troops are deployed the government basically owns them, but when they return they must often fend for their own mental and physical well-being. Capitalism has created a class division in this case. The bourgeoisie of our government sit back passively and brush off the symptoms of PTSD as a common experience expected after war. The most common symptoms of PTSD for veterans are thoughts of suicide, domestic violence, substance abuse and panic attacks. These symptoms would cause concern from anyone else but they are brushed under the rug for veterans because it is simply assumed that war experiences will have these kid of severe affects on those exposed. To critique the theory that a small elite group is responsible for deploying troops, we must acknowledge that many groups with similar interests come together to enable war to take place. Propaganda is imposed among society from interest groups on either side of the fence on war. Troops do not simply decide to pack up and head overseas to kill people, nor are they currently forced into deployment; it is their choice to enlist. The people in higher government position who can declare war do not just wake up in that position, they are elected there by the people of this country knowing, for the most part, what views they stand behind. This theory is consistent with social works ethics because it represents the working class and wants to bring consciousness to those who hold power and how we can reduce conflict, ignorance, and inequality. Article Examination In the book, David Grossman tells readers how soldiers killing patterns have changed over time. During previous wars years ago soldiers were more reluctant to kill and fired their weapons more as a warning instead of a kill shot. The Army has since taken steps to increase the percentage of shorts fired to be directed at the actually enemy. Since it was shown to have be easier to get soldiers to kill from a distance instead of up close, machines were provided to allow for distance physically and mentally. The soldiers are basically be dehumanized to be better weapons to the government. He refers to this as Acquired Violence Immune Deficiency, where people have such a fear of what they are experience that their brain reverts to classical and operant condition, which the government has replaced by weakening the part of the soldier that does not want to kill and inserting the actions they prefer. Theory Exploration This action represents yet another way that higher ups are using soldiers as their own material resource, in context to the Conflict Theory. The exploitive subordination of soldiers allows the government to profit by actually influencing how the soldiers think. The government understands that changing the social behavior of a soldier will lead to more power over them and their actions. This theory would show clear winners being the government who benefits from soldiers subordination and the soldiers who suffer. In contrast, you cannot presume that every action the ruling government takes over soldiers is for their benefit alone. The actions, while not always moral, are taken to protect the entire country. Treatment is provided for returning soldiers, even if it is not know or easily accessible to all. The emphasis is not solely social control but consensus and conformity. To go to war is a decision made by different group, not only elites, and a general agreement must be reached before actions are taken with soldiers or deployment. Soldiers are not forced into employment; they conform to the position because their attitudes, beliefs and behaviors are similar to those around them in the Army. Article Examination In the article by David Zucchino, it tells about a soldier who opened fire from his home without warning because he felt he was under attack. This event took place after he received inadequate treatment for PTSD after being diagnosed at â€Å"high risk† for the disease. He was sent to a prison that did not offer him any further treatment for PTSD since they were not affiliated with the military. He is one of the many veterans that has not being given proper treatment after being diagnosed to be at rick for PTSD and ending up in civilian prison where they cannot access further help. He is now left in prison where his symptoms and condition will only worsen. Theory Exploration From the Phenomenology standpoint we would look at expectations of his experience to understand and describe this phenomena. Looking at what appears to be instead of reality, his subjective experiences show emotions he is not fully aware of. His actions, like those of other veterans, stem directly from past and present sensory experiences and cannot defined the same way for each person. The appearance of returning veterans is seen as this joyous moment where they step off a plane in to the loving arms of family and are then forgotten about by most of the culture. Families and communities are left to deal with the veteran’s actions without knowing the driving forces behind their appearance of their actions. The government sees what it wants to see and transfers that to the public. We are shown this ideal soldier who is deployed to protect us and comes home a hero, which our consciousness retained as a singular memory of a soldier. That is what society wants to believe about war because our consciousness does not want to identify killing, death, and destruction with our freedom or it would not be as easy to ship off members of our own community to their impending death. Once they return they are given a pat on the back for a job well done and turned over with the intention of re-entering a community as a normal member once again. We define the content of our consciousness as making this place, America, better by using an object, the soldier, to do so. â€Å"Central Prison has done a good job of treating Eisenhauer’s physical wounds† (Zucchino, 2012). We treat what we can see, but leave what we do not understand unattended. In this theory we can only see one side of the situation at a time, and we are stuck on this glorified soldier but cannot combine with him the vulnerability and confusion he returns home with. In critique to this theory, there are things outside of our memory and consciousness that do exist. Just because we cannot fully grasp what is happening to these veterans does not mean that it is not happening. They are sent essentially sent to another world to deal with hardships and are thrown back into reality without being reprogrammed. There are not always theoretical structures that will allow us to understand the phenomena of what the veterans will go through. References Carter, A. C., Capone , C., Eaton Short, E. (2011). Co-occurring posttraumatic stress disorder and alcohol use disorders in veteran populations. Journal of Dual Diagnosis, 7(4), 285-299. Finley, E. P. (2011). Fields of combat: Understanding PTSD among veterans of Iraq and Afghanistan. Ithaca: Cornell University Press. Grossman, D. (2009). On killing: The psychological cost of learning to kill in war and society. New York: Back Bay Books. Levinson, N. (2012). What really happened to america’s soldier, The Nation. Retrieved November 20, 2012 from http://www.thenation.com/article/168652/what-has-really-happened-americas-soldiers# Litz, B., Orsillo, S. M. (2010). Iraq war clinician guide . (pp. 21-32). Department of Veteran Affairs. Retrieved December 1, 2012 from http://www.ptsd.va.gov/professional/manuals/manual-pdf/iwcg/iraq_clinician_guide_ch_3.pdf Stecker, T. (2011). 5 Survivors: Personal stories of healing from PTSD and traumatic events. Center City: Hazelden Foundation. Zucchino, D. (2012, June 24). Accused soldier is a prisoner to ptsd; believing he was under attack by insurgents, he started firing from his home. Los Angeles Times. Retrieved on December 1, 2012 from http://search.proquest.com.ezproxy.uvm.edu/docview/1021854523/13AE8FF837D23A623BE/7?accountid=14679

The Making of Fermented Beverages

The Making of Fermented Beverages The making of fermented beverages was discovered many thousands of years ago by primitive humans. This process of making fermented beverages has been practiced as an art over the years. However, within the past century, this art has evolved into a highly developed science. The beverage industry has a lot in common with other food industries. These common factors include taste, odour, colour individual preference. These factors force the manufacturer or brewer as he would be called to exert his greatest skill and experience in producing palatable beverages of great variety. The main criteria for quality even with all the refinements of modern science, still lie with the human sensory organs of smell, taste and sight. Hence, a good brewer would have to be a great engineer, a good chemist a good bacteriologist. Alcoholic beverages can be classified as: Distilled Liquors. Fermented Wines. Malt Liquors. Beer and ale require malted or germinated grain to make the carbohydrates present in them fermentable. Wines are generally produced by the action of yeast on the sugar of fruit. Distilled liquors are fermented liquors which are further distilled to increase their alcoholic content. In India, today when one thinks of alcoholic beverages the first thing that comes to mind is the variants like Beer, Wine, Whisky, Brandy, Scotch, Rum, Vodka, Gin, etc. One would also think of the local alcoholic beverages called Desi or Country Liquor. However, the concept of non conventional wine or beer is completely new to the country. Non Conventional Wines: When it comes to wine what comes to mind is grape wine (wine made from grapes) and for several thousands of years wine has been traditionally made by the fermentation of the juice of the grape. Wine is believed to be the most popular beverages associated with happiness, festivities and celebrations all over the globe. The global market for wine is estimated at around 25 billion liters. Many varieties of wine are made throughout the world and the French wines are considered to be the most popular all over the globe. In general wines would be classified as: Red Wines these are made from grapes without removing the skins. White Wines these are made from grape juice. Sparkling Wines these are considered to be carbonated white wines. Wine like other beverages can also be easily made from other fruits, roots grains. These beverages are also referred to as wines. However these wines would have a prefix or suffix of the raw material fruit, root or grain. The concept of wine made from fruits, other than that of grapes is widely accepted all around the world but is still slightly new in India. Although there are some manufacturers that also make Apple Cider (wine made from apples) Orange wine (wine made from oranges), this hasnt really taken off in the country. Wines made from certain roots herbs are believed to be very healthy in nature. Although alcoholic in nature, it is a proven fact that these other variants of wine are god for health. These healthier wine variants were considered as traditional remedies. We had wine made from Ginger that would be used to treat a common cold or wine made from Beetroot that could be used to control ones blood pressure. Compared to other nations, wines manufacture i.e. production or consumption in India is relatively insignificant. This could probably be attributed to the earlier period of prohibition within the country. Another factor, with which wines poor consumption in India can be attributed to, is the higher prices of wine in comparison to spirits like brandy and whisky making it less attractive. These spirits are manufactured within the country and are referred to as Indian made liquors. In India, wine was made mainly on a small scale and generally made domestically. Wine manufacture on an organized scale first commenced in the country with the setting up of the Champagne Indage Ltd. (Chateau Indage) plant in the state of Maharashtra in 1984. A few more units have set up after that within the country. These units are mostly located in the Nasik district of the state of Maharashtra as the climate is found to be more suitable and favorable for grapes used in wine making. In todays world since people are becoming more health conscious, catering to this class of people will definitely be beneficial. It is believed that many positive aspects can be attributed to wine and its consumption both socially health wise. Wine Market in India:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Indian wine industry has been steadily growing over the last decade. Wine is now slowly becoming an integrated part of the urban Indian lifestyle. Rising incomes of the Indian population, changing demographics and an exposure to foreign cultures is adding to the higher consumption of wine. The Indian wine industry is growing at 25% 30% per annum and for the year 2008; it was estimated at 1.1 million per 9 liter cases and valued at Rs.2400 crores. The wine market is expected to grow to 4 million cases by 2015. The market for wine in India is expected to grow at around 20 % per annum. The per capita consumption of wine in India is still extremely low. However, there is a growing consumer interest in wines with a number of wine clubs opening in cities like Delhi, Chandigarh, Hyderabad and Bangalore. Nearly 80% of the wine sales in India are accounted for by the major cities like New Delhi, Mumbai, Chennai, Kolkata, Pune and Bangalore. West India accounts for over 41% of the total sales volume of wine in the country, followed by North India which accounts for 29% of the total sales volume. Nearly 90% of wine sales are for still wines i.e. white red wines. Sparkling wines target that select segment of affluent consumers. Wines that are being seld in the market are generally around Rs.300 per bottle. Even though cheaper variants of wine are available in the market, the market for these varieties is not growing as fast as medium pr iced wines. These developments and statistics show that it is definitely promising to set up new manufacturing units within the country. These statistics are for conventional wines i.e. the grape wines. There is an entirely new market for the non conventional wines i.e. wines made from other fruits, roots and cereals that is completely untapped within the country. This market would includes wines made from ginger, beetroot, etc which are very healthy in nature wines made from tropical fruits like mangoes, berries (strawberries, blueberries, cranberries, etc), oranges, apples, etc and even wines made from rice. India has a vast range of fruits growing in the country, some which are more seasonal in nature. Thus we can harness this opportunity of the countrys vast variety of tropical fruits and favorable climate to manufacture non grape wines which could prove to be much cheaper and lesser time consuming. This can help to develop an entirely new wine market within the country capture the same. Hence this non conventional wine could meet part of the demand from the growing domestic market and part of this production can also be exported. It will also be very easy to set up a winery for manufacturing non conventional wines in Maharashtra easily as it will be backed by the government support and encouragement as this is an emerging industry that will contribute to the development of the economy. This is one of the reasons why Excise department of the state of Maharashtra imposes strict control of alcohol taxation, distribution and sale. Thus it fiercely protects its wine market and industry. Non Conventional Wine Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The quality of wine is largely dependent on the main raw material, the soil and sun. Slight differences in the three would result in a variation in the flavor, texture and aroma. The colour of the wine depends largely on the nature of the fruit, root or cereal. It would also depend on whether the skins (in the case of fruits) are pressed out before fermentation. Wines are technically classified as: Natural Wines (Alcohol content 7% to 14%). Fortified Wines (Alcohol content 14% to 30%). Sweet or Dry Wines. Still or Sparkling Wines (Carbonated).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The method for manufacturing these non conventional varieties of wine is more or less similar to manufacturing the grape wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The method for manufacturing beetroot wine on a small scale is as follows: Grating of Beetroot. Alcoholic Fermentation. Bulk Storage. Iterative Filtration. Maturation of Wine. Clarification and packaging. Raw Materials: Beetroot. Water. Fresh Lemon juice. Strong tea Source of tannin. Sugar. Yeast. Potassium Metabisulphite Preservative (Check the growth of wild yeast).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The proportion of the quantity of each raw material requirement varies depending on quantity to be produced in liters and capacity of storage tanks.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Eg:- To produce 4 liters of beetroot wine, the requirements would be 1 Kg of beetroot, 1 Kg of Sugar, few lemons for lemon juice, 100 ml of strong tea, 4 liters of water and 1 tbsp of Yeast. This is to produce it of a homemade level. Plant Machinery:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The plant and machinery would consist of grating equipment, cleaning and washing equipment, mixing tanks (mixer), juice extraction unit, hot water tanks, storage tanks, fermenters, filters, pumps and bottling equipment. Utilities:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Good quality water power are the essential utilities. Technology:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wine making technology is very simple in nature and is still considered as an art and hence the guidance of a master wine maker is very essential. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  A proportional quantity of beetroot depending on the quantity of wine to be produced is taken and initially undergoes grating. Grating is essential in the case of beetroots as it easily helps extract the juice from it. It is more efficient than crushing or boiling chunks of beetroot which gives lesser yield.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The grated product is then sent to a mixer with hot boiling water and is boiled in the water for a period of 45 60 minutes. By this time most of the juice gets extracted and the colour of the water turns to blood red. Potassium or sodium metabisulphite in small quantity is added which acts as a preservative to check the growth of wild yeast. Proportionate amounts of lemon juice (obtained from the juice extraction unit) and strong tea are added to the mixing tank where this entire mixture is blended for about 30 minutes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This mixture is then sent to the first filtration tank that filters out the beetroot juice from the grated beetroot, lemon seeds, tea leaves and other particles if present. The waste from this filtration unit is disposed off. The juice after being filtered is then sent to another mixing tank with a jacket that brings down the temperature of the juice to around 30oC. In this mixing tank a proportionate quantity of powdered sugar is added. Powdered sugar is essential as it can easily be saturated in the juice i.e. easily be dissolved. After another 30 40 minutes after all the sugar has been dissolved, the sweetened juice is then sent to fermenters where an active culture of selected and cultivated yeast equal to 3 to 5 percent of the volume of juice is added.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  During fermentation the temperature rises and hence cooling coils are essential to maintain the temperature below 30oC. This process of fermentation takes around 3 to 5 days. The carbon dioxide evolved during fermentation carries any unfiltered particles to the top. When the fermentation slows down, the juice from the fermenter is pumped out from the bottom of the vat and over the top. This wine is finally run into closed storage tanks in the storage cellar, where during the period of 2 3 weeks the yeast ferments the remainder of the sugar.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The wine is then given a cellar treatment to clear it, improve the taste, and decrease the time of aging. During this treatment the wine is first allowed to stay quiet for 6 weeks to remove part of the matter in suspension, and then racked for clarification. During clarification and the following period the new wine would undergo a complicated series of reactions, resulting in the removal of undesired constituents and development of the aroma, esterification of the acids by alcohol. Bentonite may be used for clearing and 20 185 g can be added and stirred into every 100 liters of wine.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Extra tannin (strong tea) may be added to the wine which can be then racked and filtered through asbestos or paper pulp. It is a standard procedure to chill some wines for the removal of argols or crude potassium acid tartate. This treatment gives a more stable and finished wine. By quick aging methods it is possible to produce a good sweet wine in 4 months. Quick aging methods include pasteurization, refrigeration, aeration and agitation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After a final filtration the wine can be sent to the bottling plant where it can be bottled and sealed and placed in cases ready for shipment for domestic or export purposes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Similarly, other non conventional wines like ginger wine, mango wine, berry wine, etc. can be manufactured in a similar manner with slight variations in the process depending on the core raw material. Cost of Project:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The cost of setting up a plant with a capacity of 5 lac liters of wine per year would work upto an initial investment of Rs. 5 crores to Rs. 6 crores. This however, does not include the cost of a plantation. Statistics Source: Statistical data obtained from the report on Comprehensive Study of the Indian Wine Market Conducted by JBC International Inc. Values of Parameters in manufacturing process Source: Shreves Chemical Process Industries George T. Austin. Marketing Non Conventional Wines in India:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The concept of non conventional wines in India is completely new and hence as per Ansoffs Matrix it will follow the Product Development Strategy.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus it is essential for a marketer to ensure that efficient new product development strategies are implemented like minimizing cost, improving marketability, etc. for this product to be a success in the market.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Statistics show us that a large part of the Indian wine market is partly driven by the upper class and upper middle class Indians. The upper class and upper middle class Indians are estimated to be around 2% of the population and therefore approximately 20 25 million people. Many of these Indians have an increasing level of disposable incomes, and have a greater experience with international lifestyles. This exposure is either through work, studies or travel. These individuals are also now diverting their attention to healthier lifestyles i.e. they are now becoming health conscious. It is also a proven fact that a glass of wine a day is good for health. Thus a glass of beetroot wine or ginger wine or any other variant will be more beneficial.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus targeting this segment of the population is much easier on account of their changing lifestyles and preferences along with their higher levels of disposable income.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Now that the target segment has been identified, the marketer needs to position the product in the minds of the consumers. Thus the marketer can position the wines made from roots, herbs and cereals as a healthy alcoholic beverage and wines made from fruits other than grapes as a tropical alcoholic beverage. However, it should be positioned in such a way that there is no misuse of this positioning that could possibly lead to alcoholism. The marketer cannot use media like advertising as advertising for alcohol is not permitted within the country. Thus the marketer can organize wine tasting events for the upper class upper middle class Indians wherein the different wines can be sampled and sold also. This can also be a PR event where the press can be invited to write reviews on this new range of wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Another aspect that the marketer can carry out is targeting the Hospitality sector, i.e. targeting the major Hotels and restaurants where it is possible to reach the target customer. Such wines could also be served at media events to spread awareness and increase demand for the product. SWOT Analysis of the Wine Industry in India. Strengths: Domestic Wine industry is a new and emerging industry in India. Few wineries in the country and most of the wineries are located in Maharashtra. Complete Government support as this industry can produce products at a cheaper rate to be exported. 12 major wine producers in the country and most of them manufacturing grape wines. Very few manufacturers of non conventional wines. Target customer segment located majorly in metros like Delhi Mumbai. Weaknesses: Most wineries in Maharashtra thus intense competition in the state to manufacture at cheapest price. Heavy taxation on distribution and sale. Competing with established Indian brands and well known foreign brands. No provision for advertising in electronic and print media, thus making the target audience aware becomes a challenge and a difficulty. Opportunities: Non conventional wines are healthier in nature and may prove to be appealing to target audience. Tremendous opportunities for export on account of Government support. More and more exposure to foreign cultures through television, work, travel, etc. and hence an expanding customer base. Threats: Major threat of competition from foreign players and established Indian players. Treat or competition from other alcoholic beverages like beer, vodka, white rum that are more appealing to the younger generation of the upper middle class upper class segment.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus although capturing the market may be a challenge to the marketer, there indeed is tremendous potential for non conventional wines in India. Non Alcoholic Beverages:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  When it comes to the non alcoholic beverage industry one would think that it refers to the soft drink beverage industry. However, this is actually not the case. The soft drink industry is divided into just three categories. These include the black soft drinks (cola), orange soft drinks the white soft drinks (include anything other than cola and orange). The leaders in the cola segment are Coke and Pepsi with Thums Up falling in third. In the orange segment the leaders are Fanta Mirinda. In the white segment the undisputed leader is Limca with close competing followers like Sprite, 7 Up, Lemonade, Mountain Dew, etc. The total soft drink market is estimated at 284 million crates a year or $1 billion. In 2006 it was valued at $3.8 billion and is estimated to have a value of $5.6 billion by 2011. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season and 15 million crates per month during offseason. This market is predominantly urban with a 25% contribution from rural areas. The market leader is Coca-Cola due to Coke Thums Up. India being a highly diverse nation with a huge population, there exist tremendous potential in the beverage industry.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Non Alcoholic beverage industry includes categories like fruit vegetables juices, energy drinks, non-carbonated drinks, etc. This includes the health beverages. This market is now continuously growing as people are becoming more and more health conscious. The reason being it is believed that consumption of aerated beverages leads to diseases lie obesity, type 2 diabetes, dental decay and low nutritional levels. It has been witnessed that cola sales have reduced drastically due to health concerns and this has benefited the non-carbonated drinks market in the country like energy drinks and juices. The Indian non alcoholic drinks market was estimated at Rs.216 billion in 2008. It is forecasted to grow at a CAGR of around 15% during the years 2009-2012. The highest growth in this segment is generally seen in the fruit or vegetable juice market. This is forecasted to grow at a CAGR of 30% in terms of value from the years 200 9-2012. It will be closely followed by the segment of energy drinks which is expected to grow at a CAGR of 29% during the period 2009-2012. There is a greater awareness now among the masses of the functional benefits of health beverages and a greater willingness to pay a premium price for such beverages.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Due to these strong drivers of growth, it is evident that the beverage industry in India has begun responding to products that are marketed on a health platform. The non alcoholic beverage industry is classified again into carbonated and non carbonated beverages. The carbonated segment includes drinks like energy drinks, ginger ale, root beer, etc. The non carbonated segment includes juices of fruits vegetables, bottled water, non alcoholic wines, coffee, tea, etc. *Statistics Source: Report on Indian Non-Alcoholic Drinks Forecast to 2012. Non Alcoholic Wines:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In India, few wine manufacturers are now trying to attract customers by manufacturing non alcoholic wines. However there is not much demand that has been observed for the same. A non alcoholic wine is a new concept that has not been popularized much in India. One of the major reasons of its low popularity is that there are myths that it still contains a certain percentage of alcohol. This however is not true.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Non alcoholic wines need not necessarily be made from grapes. It can be made from various fruits like apricots, mangoes, apples, oranges, berries etc. These are like beverages that could be carbonated or non-carbonated. A typical known non-alcoholic wine beverage in the United States of America is the Almost Wine Cooler. It is known as a virgin wine cooler. This is an aerated beverage that is made from wine and other fruit juices without any alcohol content.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  These beverages are believed to be healthier than the normal aerated beverages like cola, etc. These can be served to people of all ages. However since these are made originally from alcoholic beverages it is mandatory for the manufacturer to put a label on the packaging showing a minimum alcoholic content percentage in the USA. Hence in America, kids below the age of 21 are not allowed to purchase non alcoholic beverages. Non Alcoholic Wine Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wines are made non alcoholic in nature through the process of reverse osmosis. Firstly wine is manufactured through its normal process and it then undergoes a process of reverse osmosis where the alcohol is separated from the wine to give a concentrated wine solution. This then undergoes carbonation where the concentrated non-alcoholic wine is carbonated depending on requirement.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In the case of the beetroot wine example as mentioned above the process for manufacturing the wine will remain the same. After the last clarification or filtration stage, instead of bottling the wine, the wine is sent to a tank where it gets carbonated with CO2 under pressure. After this stage it goes through the bottling process. Reverse Osmosis: It is a patented method and is much more efficient than the evaporation and distillation method. Equipments: Storage tanks, Pumps, Reverse osmosis unit and a valve. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In the reverse osmosis method a tank is initially filled with the alcoholic wine. This tank is connected to a pump that pushes the wine into a reverse osmosis unit. The reverse osmosis unit consists of a membrane having very small pores encased in cylinders. The wine flows through the membrane at very high pressure and through the small pores. The mesh like membranes that are encased in cylinders separate the wine into a syrupy concentrate and an alcohol water mixture. Thus the membrane separates out the syrupy concentrate from the alcohol and water.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The alcohol and water mixture is sent to a storage tank that collects all the alcohol and water. The syrupy wine concentrate gets recycled back to the original tank containing the wine thus reducing the percentage of alcohol in the tank. The syrup is recycled through a valve that controls the flow. This cycle is repeated around 10-20 times till the alcohol concentration or alcohol percentage is reduced to completely zero. After this, water gets reintroduced to the tank with the concentrated syrup to obtain the final product. The finished product taste is almost similar to that of the original wine if not sweeter and the percentage of alcohol in this product is almost zero. It is believed to be around one half of one percent of alcohol. Hence non alcoholic wines are also called zero alcoholic wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This finished product then passes to a tank for carbonation under high pressure depending on requirement for carbonated beverage. This product can also be reasonably priced to compete effectively with the soft drink beverages like the colas, and also to effectively compete against juices and energy drinks. Root Beer:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Another concept that is completely new in the country is root beer. Root beer is the biggest non alcoholic beverage in the west. It is extremely popular and is accepted as a healthier drink as compared to Coke, Pepsi, etc. Other variants of root beer include fruit beer, birch beer and ginger ale. These again are non alcoholic beers prepared from various fruits and Ginger syrup (for ginger ale).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Root beer can be manufactured either as alcoholic or non alcoholic (i.e. soft drink). However the non alcoholic root beer is still more popular in the USA. The main ingredient initially in the manufacture of root beer was Sarsaparilla or Sweet Sarsaparilla. However now a days it is more favorable to make root beer from root beer extract. This is due to the carcinogenic nature of this plant. Root beer extract consists of caramel colour, imitation vanilla, water and alcohol. It consists of a very small proportion of alcohol. Studies show that root beer made from root beer extract has around 0.35% alcohol. This can be easily removed by reverse osmosis. Root Beer Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Root beer is much simpler and easier to manufacture as compared to actual beer. Raw Materials Required: Root Beer Extract, Water, Yeast Sugar. Equipment: Storage tanks, Mixer, Filtration unit, Fermenters and pumps. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Sugar in a proportionate quantity to the quantity of the root beer to be manufactured is added to the mixer with an agitator. This would ensure the powdering of the sugar. Next a small quantity of yeast is added to the mixer and this mixture is blended well. After blending the mix from the mixer is sent to the fermenters. The fermenters are fermentation tanks where a proportionate quantity of root beer extract is added. This extract mixes well with the mix of powdered sugar and yeast. To this mixture in the fermentation tank water is added. The minute water is added the temperature of the mixture in the tank rises up. This is due to the fermentation of sugar carried out by the yeast. Thus the tank can be provided by cooling coils or a jacket to maintain the temperature to below 30oC.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This mixture from this tank is sent to a sealed tank with a pressure relief valve to release the pressure being developed and to ensure that there is no explosion. The sealed tank also ensures no outside activity of air or oxygen on the mixture in the tank. Fermentation takes place in around 5 days and after 5 days the mixture is passed though a filtration unit where any undissolved yeast or sugar is separated out. The solution is then moved into a storage tank maintained at cooler temperatures to ensure no yeast enzyme activity and to ensure no further fermentation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After storage, when the fermentation process has completely slowed down the finished product can be sent to the bottling plant for packaging. This solution or finished pr The Making of Fermented Beverages The Making of Fermented Beverages The making of fermented beverages was discovered many thousands of years ago by primitive humans. This process of making fermented beverages has been practiced as an art over the years. However, within the past century, this art has evolved into a highly developed science. The beverage industry has a lot in common with other food industries. These common factors include taste, odour, colour individual preference. These factors force the manufacturer or brewer as he would be called to exert his greatest skill and experience in producing palatable beverages of great variety. The main criteria for quality even with all the refinements of modern science, still lie with the human sensory organs of smell, taste and sight. Hence, a good brewer would have to be a great engineer, a good chemist a good bacteriologist. Alcoholic beverages can be classified as: Distilled Liquors. Fermented Wines. Malt Liquors. Beer and ale require malted or germinated grain to make the carbohydrates present in them fermentable. Wines are generally produced by the action of yeast on the sugar of fruit. Distilled liquors are fermented liquors which are further distilled to increase their alcoholic content. In India, today when one thinks of alcoholic beverages the first thing that comes to mind is the variants like Beer, Wine, Whisky, Brandy, Scotch, Rum, Vodka, Gin, etc. One would also think of the local alcoholic beverages called Desi or Country Liquor. However, the concept of non conventional wine or beer is completely new to the country. Non Conventional Wines: When it comes to wine what comes to mind is grape wine (wine made from grapes) and for several thousands of years wine has been traditionally made by the fermentation of the juice of the grape. Wine is believed to be the most popular beverages associated with happiness, festivities and celebrations all over the globe. The global market for wine is estimated at around 25 billion liters. Many varieties of wine are made throughout the world and the French wines are considered to be the most popular all over the globe. In general wines would be classified as: Red Wines these are made from grapes without removing the skins. White Wines these are made from grape juice. Sparkling Wines these are considered to be carbonated white wines. Wine like other beverages can also be easily made from other fruits, roots grains. These beverages are also referred to as wines. However these wines would have a prefix or suffix of the raw material fruit, root or grain. The concept of wine made from fruits, other than that of grapes is widely accepted all around the world but is still slightly new in India. Although there are some manufacturers that also make Apple Cider (wine made from apples) Orange wine (wine made from oranges), this hasnt really taken off in the country. Wines made from certain roots herbs are believed to be very healthy in nature. Although alcoholic in nature, it is a proven fact that these other variants of wine are god for health. These healthier wine variants were considered as traditional remedies. We had wine made from Ginger that would be used to treat a common cold or wine made from Beetroot that could be used to control ones blood pressure. Compared to other nations, wines manufacture i.e. production or consumption in India is relatively insignificant. This could probably be attributed to the earlier period of prohibition within the country. Another factor, with which wines poor consumption in India can be attributed to, is the higher prices of wine in comparison to spirits like brandy and whisky making it less attractive. These spirits are manufactured within the country and are referred to as Indian made liquors. In India, wine was made mainly on a small scale and generally made domestically. Wine manufacture on an organized scale first commenced in the country with the setting up of the Champagne Indage Ltd. (Chateau Indage) plant in the state of Maharashtra in 1984. A few more units have set up after that within the country. These units are mostly located in the Nasik district of the state of Maharashtra as the climate is found to be more suitable and favorable for grapes used in wine making. In todays world since people are becoming more health conscious, catering to this class of people will definitely be beneficial. It is believed that many positive aspects can be attributed to wine and its consumption both socially health wise. Wine Market in India:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Indian wine industry has been steadily growing over the last decade. Wine is now slowly becoming an integrated part of the urban Indian lifestyle. Rising incomes of the Indian population, changing demographics and an exposure to foreign cultures is adding to the higher consumption of wine. The Indian wine industry is growing at 25% 30% per annum and for the year 2008; it was estimated at 1.1 million per 9 liter cases and valued at Rs.2400 crores. The wine market is expected to grow to 4 million cases by 2015. The market for wine in India is expected to grow at around 20 % per annum. The per capita consumption of wine in India is still extremely low. However, there is a growing consumer interest in wines with a number of wine clubs opening in cities like Delhi, Chandigarh, Hyderabad and Bangalore. Nearly 80% of the wine sales in India are accounted for by the major cities like New Delhi, Mumbai, Chennai, Kolkata, Pune and Bangalore. West India accounts for over 41% of the total sales volume of wine in the country, followed by North India which accounts for 29% of the total sales volume. Nearly 90% of wine sales are for still wines i.e. white red wines. Sparkling wines target that select segment of affluent consumers. Wines that are being seld in the market are generally around Rs.300 per bottle. Even though cheaper variants of wine are available in the market, the market for these varieties is not growing as fast as medium pr iced wines. These developments and statistics show that it is definitely promising to set up new manufacturing units within the country. These statistics are for conventional wines i.e. the grape wines. There is an entirely new market for the non conventional wines i.e. wines made from other fruits, roots and cereals that is completely untapped within the country. This market would includes wines made from ginger, beetroot, etc which are very healthy in nature wines made from tropical fruits like mangoes, berries (strawberries, blueberries, cranberries, etc), oranges, apples, etc and even wines made from rice. India has a vast range of fruits growing in the country, some which are more seasonal in nature. Thus we can harness this opportunity of the countrys vast variety of tropical fruits and favorable climate to manufacture non grape wines which could prove to be much cheaper and lesser time consuming. This can help to develop an entirely new wine market within the country capture the same. Hence this non conventional wine could meet part of the demand from the growing domestic market and part of this production can also be exported. It will also be very easy to set up a winery for manufacturing non conventional wines in Maharashtra easily as it will be backed by the government support and encouragement as this is an emerging industry that will contribute to the development of the economy. This is one of the reasons why Excise department of the state of Maharashtra imposes strict control of alcohol taxation, distribution and sale. Thus it fiercely protects its wine market and industry. Non Conventional Wine Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The quality of wine is largely dependent on the main raw material, the soil and sun. Slight differences in the three would result in a variation in the flavor, texture and aroma. The colour of the wine depends largely on the nature of the fruit, root or cereal. It would also depend on whether the skins (in the case of fruits) are pressed out before fermentation. Wines are technically classified as: Natural Wines (Alcohol content 7% to 14%). Fortified Wines (Alcohol content 14% to 30%). Sweet or Dry Wines. Still or Sparkling Wines (Carbonated).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The method for manufacturing these non conventional varieties of wine is more or less similar to manufacturing the grape wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The method for manufacturing beetroot wine on a small scale is as follows: Grating of Beetroot. Alcoholic Fermentation. Bulk Storage. Iterative Filtration. Maturation of Wine. Clarification and packaging. Raw Materials: Beetroot. Water. Fresh Lemon juice. Strong tea Source of tannin. Sugar. Yeast. Potassium Metabisulphite Preservative (Check the growth of wild yeast).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The proportion of the quantity of each raw material requirement varies depending on quantity to be produced in liters and capacity of storage tanks.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Eg:- To produce 4 liters of beetroot wine, the requirements would be 1 Kg of beetroot, 1 Kg of Sugar, few lemons for lemon juice, 100 ml of strong tea, 4 liters of water and 1 tbsp of Yeast. This is to produce it of a homemade level. Plant Machinery:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The plant and machinery would consist of grating equipment, cleaning and washing equipment, mixing tanks (mixer), juice extraction unit, hot water tanks, storage tanks, fermenters, filters, pumps and bottling equipment. Utilities:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Good quality water power are the essential utilities. Technology:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wine making technology is very simple in nature and is still considered as an art and hence the guidance of a master wine maker is very essential. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  A proportional quantity of beetroot depending on the quantity of wine to be produced is taken and initially undergoes grating. Grating is essential in the case of beetroots as it easily helps extract the juice from it. It is more efficient than crushing or boiling chunks of beetroot which gives lesser yield.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The grated product is then sent to a mixer with hot boiling water and is boiled in the water for a period of 45 60 minutes. By this time most of the juice gets extracted and the colour of the water turns to blood red. Potassium or sodium metabisulphite in small quantity is added which acts as a preservative to check the growth of wild yeast. Proportionate amounts of lemon juice (obtained from the juice extraction unit) and strong tea are added to the mixing tank where this entire mixture is blended for about 30 minutes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This mixture is then sent to the first filtration tank that filters out the beetroot juice from the grated beetroot, lemon seeds, tea leaves and other particles if present. The waste from this filtration unit is disposed off. The juice after being filtered is then sent to another mixing tank with a jacket that brings down the temperature of the juice to around 30oC. In this mixing tank a proportionate quantity of powdered sugar is added. Powdered sugar is essential as it can easily be saturated in the juice i.e. easily be dissolved. After another 30 40 minutes after all the sugar has been dissolved, the sweetened juice is then sent to fermenters where an active culture of selected and cultivated yeast equal to 3 to 5 percent of the volume of juice is added.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  During fermentation the temperature rises and hence cooling coils are essential to maintain the temperature below 30oC. This process of fermentation takes around 3 to 5 days. The carbon dioxide evolved during fermentation carries any unfiltered particles to the top. When the fermentation slows down, the juice from the fermenter is pumped out from the bottom of the vat and over the top. This wine is finally run into closed storage tanks in the storage cellar, where during the period of 2 3 weeks the yeast ferments the remainder of the sugar.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The wine is then given a cellar treatment to clear it, improve the taste, and decrease the time of aging. During this treatment the wine is first allowed to stay quiet for 6 weeks to remove part of the matter in suspension, and then racked for clarification. During clarification and the following period the new wine would undergo a complicated series of reactions, resulting in the removal of undesired constituents and development of the aroma, esterification of the acids by alcohol. Bentonite may be used for clearing and 20 185 g can be added and stirred into every 100 liters of wine.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Extra tannin (strong tea) may be added to the wine which can be then racked and filtered through asbestos or paper pulp. It is a standard procedure to chill some wines for the removal of argols or crude potassium acid tartate. This treatment gives a more stable and finished wine. By quick aging methods it is possible to produce a good sweet wine in 4 months. Quick aging methods include pasteurization, refrigeration, aeration and agitation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After a final filtration the wine can be sent to the bottling plant where it can be bottled and sealed and placed in cases ready for shipment for domestic or export purposes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Similarly, other non conventional wines like ginger wine, mango wine, berry wine, etc. can be manufactured in a similar manner with slight variations in the process depending on the core raw material. Cost of Project:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The cost of setting up a plant with a capacity of 5 lac liters of wine per year would work upto an initial investment of Rs. 5 crores to Rs. 6 crores. This however, does not include the cost of a plantation. Statistics Source: Statistical data obtained from the report on Comprehensive Study of the Indian Wine Market Conducted by JBC International Inc. Values of Parameters in manufacturing process Source: Shreves Chemical Process Industries George T. Austin. Marketing Non Conventional Wines in India:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The concept of non conventional wines in India is completely new and hence as per Ansoffs Matrix it will follow the Product Development Strategy.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus it is essential for a marketer to ensure that efficient new product development strategies are implemented like minimizing cost, improving marketability, etc. for this product to be a success in the market.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Statistics show us that a large part of the Indian wine market is partly driven by the upper class and upper middle class Indians. The upper class and upper middle class Indians are estimated to be around 2% of the population and therefore approximately 20 25 million people. Many of these Indians have an increasing level of disposable incomes, and have a greater experience with international lifestyles. This exposure is either through work, studies or travel. These individuals are also now diverting their attention to healthier lifestyles i.e. they are now becoming health conscious. It is also a proven fact that a glass of wine a day is good for health. Thus a glass of beetroot wine or ginger wine or any other variant will be more beneficial.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus targeting this segment of the population is much easier on account of their changing lifestyles and preferences along with their higher levels of disposable income.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Now that the target segment has been identified, the marketer needs to position the product in the minds of the consumers. Thus the marketer can position the wines made from roots, herbs and cereals as a healthy alcoholic beverage and wines made from fruits other than grapes as a tropical alcoholic beverage. However, it should be positioned in such a way that there is no misuse of this positioning that could possibly lead to alcoholism. The marketer cannot use media like advertising as advertising for alcohol is not permitted within the country. Thus the marketer can organize wine tasting events for the upper class upper middle class Indians wherein the different wines can be sampled and sold also. This can also be a PR event where the press can be invited to write reviews on this new range of wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Another aspect that the marketer can carry out is targeting the Hospitality sector, i.e. targeting the major Hotels and restaurants where it is possible to reach the target customer. Such wines could also be served at media events to spread awareness and increase demand for the product. SWOT Analysis of the Wine Industry in India. Strengths: Domestic Wine industry is a new and emerging industry in India. Few wineries in the country and most of the wineries are located in Maharashtra. Complete Government support as this industry can produce products at a cheaper rate to be exported. 12 major wine producers in the country and most of them manufacturing grape wines. Very few manufacturers of non conventional wines. Target customer segment located majorly in metros like Delhi Mumbai. Weaknesses: Most wineries in Maharashtra thus intense competition in the state to manufacture at cheapest price. Heavy taxation on distribution and sale. Competing with established Indian brands and well known foreign brands. No provision for advertising in electronic and print media, thus making the target audience aware becomes a challenge and a difficulty. Opportunities: Non conventional wines are healthier in nature and may prove to be appealing to target audience. Tremendous opportunities for export on account of Government support. More and more exposure to foreign cultures through television, work, travel, etc. and hence an expanding customer base. Threats: Major threat of competition from foreign players and established Indian players. Treat or competition from other alcoholic beverages like beer, vodka, white rum that are more appealing to the younger generation of the upper middle class upper class segment.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus although capturing the market may be a challenge to the marketer, there indeed is tremendous potential for non conventional wines in India. Non Alcoholic Beverages:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  When it comes to the non alcoholic beverage industry one would think that it refers to the soft drink beverage industry. However, this is actually not the case. The soft drink industry is divided into just three categories. These include the black soft drinks (cola), orange soft drinks the white soft drinks (include anything other than cola and orange). The leaders in the cola segment are Coke and Pepsi with Thums Up falling in third. In the orange segment the leaders are Fanta Mirinda. In the white segment the undisputed leader is Limca with close competing followers like Sprite, 7 Up, Lemonade, Mountain Dew, etc. The total soft drink market is estimated at 284 million crates a year or $1 billion. In 2006 it was valued at $3.8 billion and is estimated to have a value of $5.6 billion by 2011. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season and 15 million crates per month during offseason. This market is predominantly urban with a 25% contribution from rural areas. The market leader is Coca-Cola due to Coke Thums Up. India being a highly diverse nation with a huge population, there exist tremendous potential in the beverage industry.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Non Alcoholic beverage industry includes categories like fruit vegetables juices, energy drinks, non-carbonated drinks, etc. This includes the health beverages. This market is now continuously growing as people are becoming more and more health conscious. The reason being it is believed that consumption of aerated beverages leads to diseases lie obesity, type 2 diabetes, dental decay and low nutritional levels. It has been witnessed that cola sales have reduced drastically due to health concerns and this has benefited the non-carbonated drinks market in the country like energy drinks and juices. The Indian non alcoholic drinks market was estimated at Rs.216 billion in 2008. It is forecasted to grow at a CAGR of around 15% during the years 2009-2012. The highest growth in this segment is generally seen in the fruit or vegetable juice market. This is forecasted to grow at a CAGR of 30% in terms of value from the years 200 9-2012. It will be closely followed by the segment of energy drinks which is expected to grow at a CAGR of 29% during the period 2009-2012. There is a greater awareness now among the masses of the functional benefits of health beverages and a greater willingness to pay a premium price for such beverages.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Due to these strong drivers of growth, it is evident that the beverage industry in India has begun responding to products that are marketed on a health platform. The non alcoholic beverage industry is classified again into carbonated and non carbonated beverages. The carbonated segment includes drinks like energy drinks, ginger ale, root beer, etc. The non carbonated segment includes juices of fruits vegetables, bottled water, non alcoholic wines, coffee, tea, etc. *Statistics Source: Report on Indian Non-Alcoholic Drinks Forecast to 2012. Non Alcoholic Wines:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In India, few wine manufacturers are now trying to attract customers by manufacturing non alcoholic wines. However there is not much demand that has been observed for the same. A non alcoholic wine is a new concept that has not been popularized much in India. One of the major reasons of its low popularity is that there are myths that it still contains a certain percentage of alcohol. This however is not true.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Non alcoholic wines need not necessarily be made from grapes. It can be made from various fruits like apricots, mangoes, apples, oranges, berries etc. These are like beverages that could be carbonated or non-carbonated. A typical known non-alcoholic wine beverage in the United States of America is the Almost Wine Cooler. It is known as a virgin wine cooler. This is an aerated beverage that is made from wine and other fruit juices without any alcohol content.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  These beverages are believed to be healthier than the normal aerated beverages like cola, etc. These can be served to people of all ages. However since these are made originally from alcoholic beverages it is mandatory for the manufacturer to put a label on the packaging showing a minimum alcoholic content percentage in the USA. Hence in America, kids below the age of 21 are not allowed to purchase non alcoholic beverages. Non Alcoholic Wine Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wines are made non alcoholic in nature through the process of reverse osmosis. Firstly wine is manufactured through its normal process and it then undergoes a process of reverse osmosis where the alcohol is separated from the wine to give a concentrated wine solution. This then undergoes carbonation where the concentrated non-alcoholic wine is carbonated depending on requirement.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In the case of the beetroot wine example as mentioned above the process for manufacturing the wine will remain the same. After the last clarification or filtration stage, instead of bottling the wine, the wine is sent to a tank where it gets carbonated with CO2 under pressure. After this stage it goes through the bottling process. Reverse Osmosis: It is a patented method and is much more efficient than the evaporation and distillation method. Equipments: Storage tanks, Pumps, Reverse osmosis unit and a valve. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In the reverse osmosis method a tank is initially filled with the alcoholic wine. This tank is connected to a pump that pushes the wine into a reverse osmosis unit. The reverse osmosis unit consists of a membrane having very small pores encased in cylinders. The wine flows through the membrane at very high pressure and through the small pores. The mesh like membranes that are encased in cylinders separate the wine into a syrupy concentrate and an alcohol water mixture. Thus the membrane separates out the syrupy concentrate from the alcohol and water.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The alcohol and water mixture is sent to a storage tank that collects all the alcohol and water. The syrupy wine concentrate gets recycled back to the original tank containing the wine thus reducing the percentage of alcohol in the tank. The syrup is recycled through a valve that controls the flow. This cycle is repeated around 10-20 times till the alcohol concentration or alcohol percentage is reduced to completely zero. After this, water gets reintroduced to the tank with the concentrated syrup to obtain the final product. The finished product taste is almost similar to that of the original wine if not sweeter and the percentage of alcohol in this product is almost zero. It is believed to be around one half of one percent of alcohol. Hence non alcoholic wines are also called zero alcoholic wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This finished product then passes to a tank for carbonation under high pressure depending on requirement for carbonated beverage. This product can also be reasonably priced to compete effectively with the soft drink beverages like the colas, and also to effectively compete against juices and energy drinks. Root Beer:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Another concept that is completely new in the country is root beer. Root beer is the biggest non alcoholic beverage in the west. It is extremely popular and is accepted as a healthier drink as compared to Coke, Pepsi, etc. Other variants of root beer include fruit beer, birch beer and ginger ale. These again are non alcoholic beers prepared from various fruits and Ginger syrup (for ginger ale).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Root beer can be manufactured either as alcoholic or non alcoholic (i.e. soft drink). However the non alcoholic root beer is still more popular in the USA. The main ingredient initially in the manufacture of root beer was Sarsaparilla or Sweet Sarsaparilla. However now a days it is more favorable to make root beer from root beer extract. This is due to the carcinogenic nature of this plant. Root beer extract consists of caramel colour, imitation vanilla, water and alcohol. It consists of a very small proportion of alcohol. Studies show that root beer made from root beer extract has around 0.35% alcohol. This can be easily removed by reverse osmosis. Root Beer Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Root beer is much simpler and easier to manufacture as compared to actual beer. Raw Materials Required: Root Beer Extract, Water, Yeast Sugar. Equipment: Storage tanks, Mixer, Filtration unit, Fermenters and pumps. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Sugar in a proportionate quantity to the quantity of the root beer to be manufactured is added to the mixer with an agitator. This would ensure the powdering of the sugar. Next a small quantity of yeast is added to the mixer and this mixture is blended well. After blending the mix from the mixer is sent to the fermenters. The fermenters are fermentation tanks where a proportionate quantity of root beer extract is added. This extract mixes well with the mix of powdered sugar and yeast. To this mixture in the fermentation tank water is added. The minute water is added the temperature of the mixture in the tank rises up. This is due to the fermentation of sugar carried out by the yeast. Thus the tank can be provided by cooling coils or a jacket to maintain the temperature to below 30oC.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This mixture from this tank is sent to a sealed tank with a pressure relief valve to release the pressure being developed and to ensure that there is no explosion. The sealed tank also ensures no outside activity of air or oxygen on the mixture in the tank. Fermentation takes place in around 5 days and after 5 days the mixture is passed though a filtration unit where any undissolved yeast or sugar is separated out. The solution is then moved into a storage tank maintained at cooler temperatures to ensure no yeast enzyme activity and to ensure no further fermentation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After storage, when the fermentation process has completely slowed down the finished product can be sent to the bottling plant for packaging. This solution or finished pr