Indian Business Environment: In the light of Bengali Almanac

Abstract: In our society, Panjika is mainly used in connection with various popular practices. Since inception to date, most of us consult Panjika for purposes like knowing the dates and auspicious moments of various religious and social occasions. Taking only these areas of Bengali Almanac into consideration, a section of rationalists tend to label it as a purely religious guide book. The malpractices of the astrologers based considerably on Almanac contribute to this misconception of the rationalists. The publishers of Bengali Almanac also silently accepted this allegation against Almanac because they were interested only in the return of their investment. In this way the Bengali Almanac lost its identity as the oldest means of mass communication in India. Before the introduction of the printing press in our country, hand written Almanac was immensely popular and it served as an important source of information mainly for religious purposes. But after the introduction of printing technology the rich men of the society started showing interest in the publication of Bengali Almanac keeping in mind the growing demand of it in the society. Without wasting much time, they started investing in the publication of Almanac. As a result, the number of printed Bengali Almanacs increased rapidly year after year. In this connection one thing should be mentioned clearly that it is purely the competitive attitude of the publishers of Almanac which prompted them to start incorporating various relevant information along with the basic guidelines in their publication. In this way Bengali Almanacs appeared in the then society as a combined directory of education, health, postal and telegraph, administration, transport and business also. This article is a humble attempt to explore how the publishers of Bengali Almanac tried to accelerate the growth of Indian trade and commerce over a period of more than hundred years.

  

Keywords: Almanac, Barter, Sikka, Imperial Tax, Sterling, Metric, Seer, Chatak, Anna, Pai.

Introduction: The colloquial Bengali meaning of the term ‘Almanac’ is ‘Panjika’ or ‘Panji’. Probably the term ‘Panjika’ came from the word ‘Panchang’ which is based on five wings viz., Bar (Day), Tithi (Lunar Day), Nakshatra (Star), Yoga (Auspicious Moment), and Karan (Part of the Lunar Day). On the other hand, the term ‘Panji’ means ‘statement of dates etc’ or ‘written statement according to dates’. In India, Almanac is popular as a religious guide book. But if we go through the pages of Bengali Almanacs, which were published from mid-nineteenth to mid-twentieth century, impartially, we can assess the role of the publishers of Bengali Almanac in the civil society. This article is an attempt to investigate how the publishers of Bengali Almanac accelerated the growth of Indian trade and commerce by ensuring ideal business environment in the country. 

Objectives: The historical perspective of Indian trade and commerce is still a matter of research. With an object to explore the uncultivated areas of Indian trade and commerce, the researchers depend on so many available sources. But it is very interesting to note that probably Bengali Almanac is not considered a source for the said purpose till date. The publishers of Bengali Almanac started to incorporate information on Indian trade and commerce in their publication at their own cost from the middle of nineteenth century. The unrecognised efforts of the publishers of Bengali Almanac as well as its impact on Indian trade and commerce are to be exhibited here. 

Findings: In India money became the only medium of exchange after the Barter (Exchange goods or services for other goods) was discarded. But it created a lot of problems initially because not less than 562 native states claimed the right of making their own currency. Considering the advantages of having a uniform currency the British Government took several steps to implement it. Conversion of sikka to company rupee and vice versa was the most important step. Probably with an object to ensure transparency in Indian trade and commerce, the publisher of ‘Natun Panjika of 1844-45’ incorporated information on the ‘account of Sikka to Company Rupee’ and ‘from Company Rupee to Sikka’ in the said publication. After then different publishers regularly published voluntarily the revised information on the same subject in their publications for assisting the people as well as the government. The classification of organisations and persons who were associated with different trade and commerce appeared in the pages of ‘Natun Panjika of 1865-66’ under the caption ‘Computation of Licence Tax.’ From this classification even today we can get a complete picture about the different forms of commercial activity, which operated at that time, as under: First Class – Joint Stock Companies – Rs 100. Second Class – Each merchant, banker, banyan, stockist, commission agent, doctor, dentist, mechanic, civil engineer, registrar, attorney, proctor notary, public prosecutor, in-charge of each market auctioneer, shopkeeper of helicopter, boarding, housekeeper, owner of a factory, businessman whose monthly income exceeded Rs 100 – Rs 50. Third Class – Middleman who is engaged in all forms of export and import, sale of company papers, shares, bills of exchange etc., every medicine shop owner, doctor, doctor of horses, every wine shop, billiard room, godown of betel-leaf and tobacco, hotel, boarding, housekeeper, shopkeeper, owner of a factory, other business persons whose monthly income was more than Rs 25 and every moktar, lawyer whose names not included in second class – Rs 25. Shopkeeper, manufacturer of box, and middlemen whose names were not mentioned in the above class – Rs 4. Fourth Class – Every hotelier, owner of boarding house or loading house, housekeeper, shopkeeper, owner of factory, and businessman who are running their business in a building not included in the second and third class, each market of cow and buffalo, ayurvedic doctor, Bengali doctor whose names were not included in any class – Rs 12. Fifth Class – One type of license is to be issued to the persons who are running various businesses according to the direction of the Honourable Judge. In case of a partnership business when one partner pays tax on behalf of all then it is to be assumed that the tax has been paid by all. Sixth Class – Hawkers – Re 1. In the 1870s employees and businessmen were classified into six categories on the basis of their income. License fees also depended on the income levels of different categories of employees and businessmen. All such information which was provided by the publisher of ‘Natun Panjika of 1868-69’ under the heading ‘License of employees and businessmen’ may be summarised as under: 1st Class: Income level is more than Rs 25000 – License fees is Rs 500, 2nd Class: Income level is more than Rs 10000 but below of Rs 25000 – License fees is Rs 200, 3rd Class: Income level is more than Rs 5000 but below of Rs 10000 – License fees is Rs 100, 4th Class: Income level is more than Rs 1000 but below of Rs 5000 – License fees is Rs 20, 5th Class: Income level is more than Rs 500 but below of Rs 1000 – License fees is Rs 10, 6th Class: Income level is more than Rs 200 but below of Rs 500 – License fees is Rs 4. ‘Act IX of the English Year 1869’ highlighted the act for assessing the amount of tax on income arising from any position, asset, vocation, and from business under the caption ‘Indian Income tax Act’ in ‘Natun Panjika of 1870-71’. This publication mentioned that ‘this Act will be popular as Indian Income Tax Act and it will act on and form first day of April, 1869’. Summarised information of the disclosed matter relating to Indian Income Tax Act are mentioned below: (1). With effect from 1st April, 1869 Re 1 per hundred is to be collected as tax from any person who employed in any organisation of the government or company or municipality or port or in any where within the jurisdiction of Britain India. (2). According to this Act tax is not to be levied if the income per month does not exceed Rs 41 and eight annas. (3). Income tax is to be collected @ Rs 2.50 for each Rs 100 up to December 1859. (4). The schedule of tax structure is as follows: From Rs 500 to below Rs 750 - Rs 6, From Rs 750 to below Rs 1000 - Rs 8.25, From Rs 1000 to below Rs 1500 - Rs 12, From Rs 1500 to below Rs 2000 - Rs 17, From Rs 2000 to below Rs 3000 - Rs 24, From Rs 3000 to below Rs 4000 - Rs 34, Below Rs 10000 – Additional Rs 10 per 1000 or any part of it, From Rs 10000 to below Rs 12500 - Rs 110, From Rs 12500 to below Rs 15000 - Rs 135, Below Rs 100000 – Additional Rs 25 per 2500 or any part of it, From Rs 100000 to below Rs 110000 - Rs 1040, From Rs 110000 to below Rs 120000 - Rs 1140, Additional Rs 100 for each Rs 10000 or any part of it above Rs 120000. In this context, it is important to note that Indian Income Tax Act came into existence in the year 1860 by Sir James Wilson to overcome the losses sustained by the Government on account of Military Munity of 1857. The names and addresses of the merchants and agents of Europe, America, East India, Armenia, Parish, China and Greece were presented in ‘Natun Panjika of 1872-73’. From this information it is clear that all the merchants and agents at that time maintained their office at Calcutta. It is easily presumable how much the inclusion of names and addresses of the merchants and agents of different countries extended the scope of international trade and commerce in India. In the same year ‘N. L. Seal’s Almanac & Directory’ published the names and addresses of businessmen classifying them under different heads such as ‘Sellers of English musical instruments, English musicians, Sellers of wine, Sellers of paper and pen, Sellers of lock of wood, Sellers of car and horse or providers of car and house against rent, Manufacturers of cars, Building constructors, Watch manufacturers and sellers, Sops of chandelier, lamp, and gas’ etc. ‘Natun Panjika of 1872-73’ also highlighted the name of the following banks, which most probably operated at that time in India. Agra Bank Limited; East India Land Credit and Finance Company Limited; Oriental Bank Corporation; Comptoyer D Scompty D Paris; Calcutta Bank Limited; Charter Bank of India, Australia and China; Charter Mercantile Bank of India, London and China; Delhi and London Bank Limited; National Bank of India Limited; Bengal Bank; Land Mortgage Bank of India; Hong Kong and Shanghai Banking Corporation. Publisher Sri Anandachandra Bandopadhyay acknowledged ‘English Directory’ for introducing the concept of ‘Directory’ in Bengali Almanac in his publication titled ‘Nabapanjika O Pradarshika of 1871-72’. Publisher Sri Balaram Dey followed the path created by Sri Anandachandra Bandopadhyay in 1871-72 and incorporated ‘Commercial Directory’ in his publication titled ‘Panjika O Directory of 1874-75’. The content of this directory may help us to assess how it helped the then society specially in terms of trade and commerce. Commercial Directory: Bengal Chamber of Commerce, Bengal Bonded Warehouse – Ban House, Broker Exchange, Land Holders and Commercial Association, Merchants, Persia Merchants, Muslim and Moghal Merchants, Ehudi Merchants, Hindu Merchants, Hindustani and Marwari Kutial, Banks of Calcutta, Railway Company, Esteem Company, Various Business Society, Market under the jurisdiction of Calcutta, Name and address of the main shopkeepers of Calcutta, All printing machines, Name of newspapers – daily, weekly, Name of Zaminders. Information on Indian trade and commerce viz., ‘Interest on Company’s Paper’, ‘Weight of different countries’ etc appeared first in Bengali Almanac titled ‘Nabapanjika O Pradarshika’ in the year 1871-72. ‘Collector and publisher Sri Nityalal Shil’ published ‘Panjika O Directory of 1878-79’. Here Sri Shil incorporated ‘Unit of weight of Gold and Silver’, ‘Unit of weight used in markets following both the Bengali and English norms’, ‘Measurement of route as per Bengali and English standards’, ‘Measurement of land’, ‘Unit of weight used by doctors’, ‘Unit of weight used by ayurvedic doctors’ under the caption ‘Units of Measurement’. This issue of Almanac also supplied the list of the amount of the commodities which make a ton. ‘Directory – Second Part’ of this publication titled ‘Commercial Directory’ covered almost all areas of business and commerce at that time. ‘Collector and publisher Sri Durgacharan Gupta’ shed light on ‘Municipal Tax - Trade Licence or Business Tax’, ‘Separate Business Tax according to Act 1 of 1878 i.e., Imperial Tax’, ‘Duties on goods of Custom House of Calcutta both in case of import and export’, ‘Matters relating to Money’, ‘Matters relating to weight’, ‘Exchange Table – Sterling into Rupees from 1s. 8d. to 1s. 10d.’ and ‘Rupees into Sterling @ 1s. 8d. to 1s. 10d’ in his publication titled ‘Guptapress Panjika’ in the year 1880-81. In the following year, the publisher of ‘Gupta Panjika of 1881-82’ incorporated new information on ‘Municipal Tax - Trade Licence or Business Tax’. It classified organisations and business personnel in six different categories like earlier issues of Almanac. According to this publication, ‘tax paid by any owner out of two or more owners is to be approved as tax paid by the business house. Commissioner of Income tax may collect tax as per his desire from any business of an individual when that individual operates more than one business and the rate of taxes is also different for every business unit’. Information on income based classification of business and corresponding amount of tax under the caption ‘Imperial Tax’ made this publication ‘A hand book of tax’ for the business sector at that time. The information which was presented there about the tax structure is as under: Separate Business Tax according to section 1 of 1878 i.e., Imperial Tax. 1st Class: Whose annual income is Rs 10000 – Rs 500, 2nd Class: Whose annual income is Rs 25000 – Rs 200, 3rd Class: Whose annual income is Rs 5000 – Rs 100, 4th Class: Whose annual income is Rs 2500 – Rs 50, 5th Class: Whose annual income is Rs 1000 – Rs 20, 6th Class: Whose annual income is Rs 500 – Rs 10. The society was informed by the ‘Victoria Empress N. L. Seal’s Bengalee Almanac & Directory of 1883-84’ about the names, addresses of the ‘auctioneers, bakery and sellers of biscuits, suppliers of markets, manufacturers of billiard tables, billiard rooms, booksellers and publishers, boot and shoe makers, indigo and silk agent, native brokers, advertising agents, commission agents, forward landing and shipping agents, custom house agent, financial agent, architects and house builders, coach builders, money lenders, musician and band suppliers (Musicians), sellers of printing materials, rice merchants, makers of tin box, cabinet makers, chemists and druggists (Allopathic), paper manufacturers, paper merchants, perfumers, ink manufacturers, sellers of printing and writing ink, jewellers, goldsmith and silversmith, gun makers, hardware dealers and iron managers, drapers, hosiery, tobacconists, toy makers, watch makers and repairs, money lenders’ etc. Judged by the variety of information relating to business and commerce provided by the Bengali Almanac, it merits to be recognized as a ‘Guidebook of Business and Commerce’. ‘Collector and publisher Sri Nrityalal Seal’ incorporated the names and address of the ‘Merchants of Jute’, ‘Merchants of Silk’, ‘Merchants of Gold and Silver’, ‘Merchants of Pearl and Diamond’ etc in his publication titled ‘Victoria Empress N.L. Seal’s Bengalee Almanac & Directory, 1888-89’. Classification of merchants on the basis of goods handled was also significant in the business world at that time. Continuous flow of information about the functioning and governance of Indian trade and commerce increased the volume of Bengali Almanacs. ‘Natun Victoria Panjika arthat Brihad Directory of 1890-91’ was not an exception. It added some new information in its pages on ‘Bengal National Chamber of Commerce, Calcutta Trade Association, Bill stock and stock brokers, Brokers of salt’ etc. Nityalal Seal added some information about the system of measurement in his Almanac entitled ‘New Almanac & Directory of 1895-96’ in addition to his previous publication named ‘N. L. Seal’s Bengalee Almanac & Directory of 1878-79’. The newly incorporated information was given under the sub-titles ‘System of measurement of cloth and its alternatives’, and ‘Systems of measurement of land’. Probably it was introduced for the residential land only because like earlier one this publication also mentioned twice this sub-head. It is assumed that one of these two was only for the agricultural land, ‘Unit of measurement of paddy’, ‘Unit of measurement of rice in Calcutta’, ‘Unit of measurement of rice at south’, ‘Unit of measurement of English currency’, ‘Classification of time’, and ‘Different weight for different places’ under the main head ‘Unit of measurement’. The names and addresses of ‘Zoo merchants’ were added in this publication along with the ‘European, American, East Indian, Greek merchants and agents’. ‘New Almanac & Directory of 1902-03’ published information on ‘Treasury Building, Superintendent of Stamp and Stationery, Mint, Bengal Chamber of Commerce, Bengal National Chamber of Commerce, Revenue General and Statistical Department’ under the caption ‘Finance and Commerce Department’. ‘Units of measurement’ again appeared in the pages of ‘Guptapress Panjika O Directory of 1926-27’. This edition provided modified information on units of measurement under the title ‘Measurement of paper’. The ‘Unit of conversion of Bengali weight to English weight’ and vice versa also presented in this publication. The people got the measurement of different sized papers and were well aware about the conversion of Bengali weight to English weight and vice versa in the following ways. Measurement of Paper: Foolscap: 17 X 13.5 inches, Double foolscap: 17 X 27 inches, Crown: 15 X 20 inches, Double crown: 20 X 30 inches, Demai: 18 X 22 inches, Double demai: 22 X 36 inches, Medium: 18 X 26 inches, Royal: 20 X 23 inches, Double Royal: 23 X 40 inches, Super Royal: 22 X 28 inches, Double Super Royal: 28 X 44 inches’. Unit of conversion of Bengali weight to English weight: Any quantity in moundi is to be multiplied by 16 and the result is to be divided by 39, any quantity in seerii is to be multiplied by 72 and the result is to be divided by 36. The first and second quotients are to be considered as English hunder iii and English pound respectively. Unit of conversion of English Weight to Bengali Weight: Any quantity of hunder is to be multiplied by 39 and the result is to be divided by 36, any quantity in pound is to be multiplied by 36 and the result is to be divided by 72. The first and second quotients are to be taken as mound and seer respectively’. Efforts of the India Government, prior to 1958, to introduce the unique ‘Metric Method’ all over the country were highlighted in ‘Guptapress Panjika of 1959-60’. What promoted the government to opt for this particular system of measurement has also been made amply clear in this edition of Guptapress Panjika. According to this edition the intention of the government at that time behind this effort was – ‘In India, still exist a huge variation in the method of weight and measurement. Before 1st October, 1958 there was no uniform system of measurement in the country. With an object to introduce a uniform method of measurement in the whole country Metric System has been introduced on and from 1st October, 1958. Metric System has already been functioning in select areas of some states and also in some specific industries. Gradually this system of measurement will be extended to many other places of the country and within 1966 this system will be introduced in the whole country. Metric System shall also be used in course of time measuring the length and quantity. The old system may be continued for another two years after the introduction of the Metric system in some areas and for some types of specific business. The difficulties and losses that are being suffered by the people due to the presence of a number of systems of weight and measurement will get minimized by the introduction of Metric system for the whole country'. The steps which were taken by the publisher of ‘Guptapress Panjika’ in 1959-60 for educating the people about this system are still important for the learners who want to gather knowledge about this method. The adopted steps are: (1) Uniform system: The name of this system has come from the main unit of measurement of length i.e., Metre. It is a specific and uniform system. The system of measuring weight and quantity has been determined on the basis of metre. Fourth-fifth countries of the world follow this system for its advantages. In this system it is very easy to calculate because it is based on the Decimal process. We are already familiar with the currency of Decimal system. 10 is the basis of calculation under Decimal system. Again 10 is the common number under Metric system for increasing or reducing the measurement of any length, weight or quantity. We are very much familiar with the three units of Metric system and these are: Weight – One Kilogram equal to 1 Seer 6 Tollah (or 86 Tollah) or 2 Pound 3 Ounce. Length – One Metre equal to 39 and 3/8 Inches. Quantity – One Litre equal to 0.22 Gallon of royal or 86 Tollah Cubic of purified water. Multiples of these are to be measured in terms of Decametre (10 times), Hectometre (10X10=100), and Kilometre (10X10X10=1000). Lower units of measurement are Decimetre (1/10), Centimetre (1/100), and Millimetre (1/1000). For example: 10 Millimetre = 1 Centimetre, 10 Centimetre = 1 Decimetre, 10 Decimetre = 1 Metre. Multiples – 10 Metre = 1 Decametre, 10 Decametre = 1 Hectometre, 10 Hectometre = 1 Kilometre. (2) Easily calculate: Calculation is very easy under the Metric system. It does not require additional time and labour. For example, when the price per kg of sugar is 90 paisa then we can calculate the value of 4 kg 140 grams sugar by multiplying these two figures straightly. The value will be 4.140 X 90 = 372.6 paisa or Rs 3.73. On the other hand, the value of 4 seer 7 chatakiv sugar at the rate of 13 anna 6 pai requires many calculations. This easy Metric system helps to increase the volume of trade and commerce within the country as well as in different foreign countries. It also protects time and energy of the children who quite often find it difficult to understand the various systems of weight and measurement which are in vogue now. (3) It is not new: Weight and measurement according to Metric system is not completely new to us. We used it in some selective sectors. For example, if we want to listen to any radio programme we turn to 337.1 or 41.23 metre on radio channel. In sports there are track races for 100 metre and 400 metre. Doctors also measure the power of the drug to be put into a syringe before giving somebody an injection in cubic centimetre. After the introduction of the Metric system the use of these terms is to be increased and the Metric system will be mandatory in place of existing method after complete change. The weight according to Metric system has already been introduced at the following places – Calcutta, Municipal areas of Howrah and Agartala. Besides the above information, the inclusion of a detailed ‘Statement of Metric’ covering different aspects of Metric Measurement viz., ‘distance in metre’, ‘weight in kilogram’, ‘quantity in litre’, ‘area in square metre’ etc made this publication a complete handbook of ‘Metric Measurement.’ The announcement of the Government of India about the system of ‘Metric Measurement’ published in the ‘Vishuddha Siddhanta Panjika of 1966-67’ under the caption ‘Five-Year Planning’. With the help of this publication the government tried to communicate the mass in the following manner: Metric weight and measurement: Metric system is the only legal method of weight and measurement in India. If You use the weights of Metric viz., Litre, Metre, Kilogram etc as it is then and only then you will realise the utility and simplicity of this system. Don’t try to match the Metric system of weight and measurement with the old system. This effort may invite unwanted confusion in accounting. For quick purchase and sale as well as for actual payment follow the complete unit of Metric system. ‘Globes Lokobandhu Directory Panjika of 1968-69’ introduced the people to the markets of ‘agricultural products, goods produced out of agricultural products, agricultural based industrial goods, metal goods, utensils, hardware, various necessary goods, electrical equipment, building materials, cosmetics, goods of intoxication, seasonal goods, sports goods, fancy goods, and goods relating to tourism’ under the caption ‘List of wholesale markets of Calcutta for various necessities’. Conclusion: The measures and rules which were adopted and constituted by the rulers and the government both in the colonial and post colonial periods for the smooth functioning of Indian trade and commerce were cited regularly in Bengali Almanacs since the middle of nineteenth century. The publishers communicated the society about the newly incorporated norms of Indian trade and commerce with an object to maintain peace in the civil society as well as to ensure uniformity in the business world. The content of the above information, announcement, and advertisement etc., are self explanatory. All of this helps us to assess how the publishers of different Bengali Almanacs tried to keep the civil society updated about the ever changing scenario of Indian trade and commerce over a period of more than hundred years. 

i. 40 seers or about 82 ibs. ii. An obsolete Indian measure of weight (1/40 mon). iii. A hundred weight. iv. A little over 58 grams. 

References: (1) www. Princelystates.com (2) Natun Panjika of 1865-66. (3) Natun Panjika of 1868-69. (4) Natun Panjika of 1870-71. (5) Natun Panjika of 1872-73. (6) Dey Sri Balaram, Panjika O Directory of 1974-75. (7) Gupta Panjika of 1881-82. (8) Guptapress Panjika O Directory of 1926-27. (9) Guptapress Panjika of 1959-60. (10) Vishuddha Siddhanta Panjika of 1966-67.

Battala, Bengali Almanac and Competition: A Review

Battala and Bengali almanac had been playing a significant role in Indian book market since nineteenth century. Just before the publication of Bengali daily the introduction of printed Bengali almanac without much fanfare by certain Ramhari of Serampore in the year 1818 lent a new dimension to Indian book market. But unfortunately no copy of that issue is available. In the same year another Bengali almanac was published by Durgaprasad from Jorashanko of Calcutta. Durgaprasad Vidyabhusan of Jorasanko, probably the first publisher of extant printed Bengali almanac, introduced himself thus – ‘I am Durgaprasad of Jorasanko……….’. At that time the areas of Battala included (1) Main BandhaBattalt covering Sovabazar, Balakhana, Darjeetola, Kumartuli, Garanhata, Ahiritola. (2) Darjeepara, Shimle. (3) Shyambazar, Bagbazar, Talabagan Lane. (4) Pathurighata, Jorabagan, Jorasanko, Dompara, Chorbagan. (5) Jhamapukur, Thanthane, Pataldanga, Barsimle, Sealdah. So it may be claimed that the first extant Bengali almanac was published from Battala. From the title page of different Bengali almanacs it is revealed that the publishers of Battala started to publish Bengali almanac regularly since the middle of the nineteenth century. This corroborated by the statement of Sri Suryakumar Dey, publisher of ‘Batakrishna Pal’s Panjika O Diary’ of 1904-05. According to Sri Dey ‘the increasing demand of almanac in the society motivated the inland publishers of Battala and they started publishing almanacs’. ‘Natun Panjika’ of 1855-56 was published by Sri Madhusudan Roy of Kasaitola from Hindu Partiot Press. Sri Indranarayan Ghosh of Bandha Battala of Chitpore, Calcutta published ‘Natun Panjika’ of 1856-57. ‘Natun Panjika’ of 1866-67 was published by Sri Dharaballav Shil of 2/12, Ahiritola. Sri Indranarayan Ghosh provided his address - 317, Battala, Chitpore Road in the title page of his publication entitled ‘Natun Panjika’ of 1870-71. ‘Natun Panjika of Day Law & Co’s’ for the year 1871-72 was published by Sri Siddessur Ghosh from the house number 61 of Ahiritola. Sri Maheshchandra Ghosh of 317, Battala, Chitpore Road published ‘NatunPanjika’ of 1873-74. ‘B.R.Dey & Brother’s Bengali Almanac & Directory’ of 1874-75 was published by Sri Balaram Dey from 53, Ratan Sarker’s Garden Street of Jorasanko. Sri Benimadhab Bhattacharya published ‘College Panjika ebong Birhad Directory’ from 141, Chitpore Road in the year 1882-83. From the same address Sri Benimadhab Bhattacharya published ‘Natun Victoria Panjika arthat Birhad Directory’ of 1890-91. From 133, Majidbari Street Sri Akshaya Kumar Dey published ‘New Almanac & Directory’ of 1902-03. In addition, the publishers of Bengali almanac of different place also preferred Battala for selling their publications. Sri Nabincharayan Bandyopadhyay of Serampore published Bengali almanac entitled ‘Natun Panjika’ in the year 1858-59 and at the bottom of the title page of this almanac he mentioned where it would be available. This practice was not rare at all and most of the publishers outside Battala followed this practice. In 1870-71, Sri Madhabchandra Surya Siddhanta of Serampore stated at the beginning of his publication entitled ‘Natun Panjika’ – ‘the interested person may collect the following books from the book shop of Sri Indranarayan Ghosh of 319, Battala, Chitpore Road, Kolkata by sending price along with postal charges by post’17 under the caption ‘advertisement’. N. L. Seal, publisher of ‘N. L. Seal’s Bengalee Almanac & Directory’ of 1878-79, used his publication as a medium for the advertisement of his press titled ‘N. L. Seal’s Press No. 99 Aheereetollah, Office No. 319, Chitpore Road, Buttollah’. By this advertisement N. L. Seal introduced himself as ‘Bookseller and Printer’ and here he informed all the interested persons through mentioning that this press dealt in Job and Book Printing of every description with neatness and a very moderate rate in Bengali, Debnagaree and English type. In nineteenth century, Indian conventional book market was extremely challenged by the publications of Battala. The elite section of the then society ignored the publications of Battala and branded these as ‘Blue Literature’. Capitalizing on the opinion of the elite class the publishers of Bengali almanac outside Battala also criticized the almanacs which were published from Battala and the concerned publishers only to beat them in competition. Rev. James Long observed that the then book market of Calcutta was controlled by the Bengali almanac. In his own words ‘almanac stood first among the published Bengali books and about two lakh fifty thousand copies of almanac were published annually. Probably the increasing demand of Bengali almanac published from Battala put pressure on the publishers of other Bengali almanacs and they started to feel insecure in respect of loss of their market share. With the sole motive of retaining their individual market share most of the publishers of Bengali almanac started to attack the publishers of Bengali almanac of Battala in the following ways: A close examination of the pages of ‘Guptapress Panjika’ of different years will give us a clear hint about the fierceness of competition, though in a sophisticated manner, among the publishers. The mode of competition at that time is evidenced by the publication titled ‘Guptapress Panjika of 1887-88’. This particular almanac also helps us to form an idea how keen the struggle of the competitors was to establish their control over the publication of Bengali almanacs. The following statement of Sri Durgacharan Gupta, of Gupta Press Panjika, may serve to give the readers an idea about it. In 1888-89, the publisher of ‘Guptapress Panjika’ inveighed against his competitors by stating that –‘with an object to assist the people I started to publish almanac. But it was beyond my imagination that it may affect someone’. He also accused, though in a veiled manner, some of his competitors of Battala of plagiarism: ‘Some traders of almanac of Battala copy all matters of our panjika in toto. They also follow our size which confuse the people and delude them into accepting these as almanac published by Guptapress’. Finally, the publisher of Guptapress criticized his competitors by mentioning that ‘I am fortunate enough because people have been following me and it is my great pleasure that these activities of the people have been exposed also’. Sri Gayancharan Gupta, publisher of ‘Guptapress Panjika of 1893-94’ acknowledged the problem of the then society ‘to select a single almanac from so many in the market appearing due to intra-confrontation of the publishers of Bengali almanac. Now-a-days, everyone is trying to get recognition as a maker of almanac'. He also blamed the dishonest publishers who not only copied almanac of Guptapress but started to publish almanac in the name of Guptapress also. Without taking any legal action against them the publisher of Guptapress tried to alert their readers about the duplicate publication. Sri Kanailal Dutta and Brothers, publisher of ‘Sri Nabadwip Sammata Dutta and Brothers Natun Gupta Panjika’, of 1897-98, clearly stated that ‘the acceptance of their publication is much more than the panjikas of Battala and other local panjikas’. The publisher here clearly indicated Battala as the main competitor and his competitive attitude was reflected in the ‘Introduction’ to this publication. ‘Batakrishna Pal & Co’ published advertisement of its own publication titled ‘Batakrishna Pal’s Panjika O Directory’ in ‘New Almanac & Directory of 1903-04’. With the aid of this advertisement the publisher informed the society that ‘Panjika O Diary of Batakrishna Pal & Co was published from 1902-03’. It also contained the information that ‘One copy of Panjika shall be sent free of cost against an application accompanied with required postal charges. Publisher Sri Suryakumar Dey on behalf of ‘Batakrishna Pal’s Panjika O Diary of 1904-05’ focused on the historical perspective of Bengali almanacs thus – ‘At first, almanac of the Hindus was published and sold at Serampore after the introduction of Bengali printing machine by the Christian Missionaries there. After then Cons Company of Calcutta began to publish almanac and it was communicated under the heading ‘Introduction’. He also glorified their own effort by criticizing the endeavour of the other publishers of Bengali almanac under the same caption – ‘If the publishers of Bengali almanacs put as much emphasis on the accuracy of almanac as they put on generation of profit by selling the same through experienced persons who are adept in calculations, then the possibility of errors of almanac can be reduced considerably. Everybody will appreciate that we are not publishing almanac simply for making profit because we are distributing it among the people free of cost’. But critics were of the view that the business magnet Batakrishna Pal sought to link the society with his multidimensional business efforts by distributing Bengali almanac free of cost. All this leads us to conclude that Batakrishna Pal introduced a new route of advertisement which was able to generate double benefits against single cost. Through the publication of almanac he was able to advertise all of his products free of cost because his almanac was filled with advertisements of his own products. Further he managed to develop public relations through free distribution of almanacs among the elites of the society. In this way he endeavoured to promote his business by winning the confidence of the people. Mainly the increasing demand of almanac motivated the publishing houses of Battala and other places to publish almanac. In the middle of the nineteenth century almost all the publishing houses of India started to publish almanac and this practice created a competitive environment in Indian book market. From competitive attitude all the publishers of almanac, both Battala and outside, tried to establish their supremacy over others by incorporating multidimensional information on various sectors viz., agriculture, industrial affairs, education, health, transport, post and telegraph, registration, administration covers social, civil, municipal, and police etc in their almanac for the assistance of the people of the society. But curiously enough, a section of the publisher of almanac outside Battala criticized without any reason the almanac of Battala simply for the purpose of wining the competition. It is true that on many occasions many publications of Battala overstepped the limits of decency. But the merits and demerits of almanac published both from Battala and outside remain almost the same.
References: 1. Ramgati Nayaratna: Bangla Bhasa O Bangla BishyakPrastab, DitiyoBhag. 2. Nilay Saha: Bangla Panjika: DushoBacharerAloieGana-Gapan O Bignapan. 3. Durgaprasad Vidyabhusan: Panjika of 1818-19. 4. Sukumar Sen: BattalarBai, Dui Sataker Bangla Mudran O Prakashana, Edited by Chittaranjan Bandyopadhyay. 5. Sir Suryakumar Dey:Batakrishna Pal Co’s Panjika O Diary, 1904-05. 6. Sir Madhusudan Roy: Natun Panjika, 1855-56. 7. Sri Indranarayan Ghosh: Natun Panjika, 1856-57. 8. Sri Dharaballav Shil: Natun Panjika, 1866-67. 9. Sri Indranarayan Ghosh: Natun Panjika, 1870-71. 10. Sri Siddessur Ghosh: Natun Panjika of Day Law & Co’s, 1871-72. 11. Sri Maheschanra Ghosh: Natun Panjika, 1873-74. 12. Sri Balaram Dey: B.R.Dey & Brother’s Bengali Almanac & Directory, 1874-75. 13. Sri Benimadhab Bhattacharya: College Panjika abong Brihad Directory, 1882-83. 14. Sri Benimadhab Bhattacharya: Natun Victoria Panjika arthat Birhad Directory, 1890-91. 15. Sri Akshaya Kumar Dey: New Almanac & Directory, 1902-03. 16. Sri Nabinchandra Bandyopadhyay: Natun Panjika, 1858-59. 17. Sri Madhabchandra Surya Siddhanta: Natun Panjika, 1870-71. 18. Sri Nityalal Seal: N. L. Seal’s Bengalee Almanac & Directory, 1878-79. 19. Returns relating to the publications in the Bengali Language in 1857. 20. Sri Durgacharan Gupta: Guptapress Panjika, 1887-88. 21. Sri Durgacharan Gupta: Guptapress Panjika, 1887-88. 22. Ibid. 23. Sri Gayancharan Gupta:Guptapress Panjika, 1893-94. 24. Sri Kanailal Dutta and Brothers: Sri Nabadwip Sammata Dutta and Brothers Natun Gupta Panjika, 1897-98. 25. Sri Suryakumar Dey:Batakrishan Pal Co’sPanjika O Diary, 1904-05. 

SWOT Analysis of Globalized Indian Higher Education System

The term ‘globalization’ was introduced by Adam Smith specially for the field of economy in 1776 through his book titled ‘Wealth of Nations’. In the firmament of Indian Higher Education, this term officially started to act in the last phase of 20th century. But if we turn the pages of Indian history, we can claim that when there was no university anywhere in Europe, Takshasila, Vikramasila, Pallavi and Nalanda Vishavidyalaya in India were radiating the rays of higher education among the nations of home and abroad. So, Indian higher education was globalizing so earlier without packaging.

The webs of globalization hit Indian Higher Education System formally just after introduction of General Agreement on Trade in Services (GATS) on and from 1st Jan. 1995 by the World Trade Organization (WTO). Actually, General Agreement on Tariffs and Trade (GATT) was replaced by GATS comprising of a comprehensive legal framework of rules and disciplines covering 161 service activities across 12 classified sectors e. g; telecommunications, finance, energy, distribution, environment, health, construction, education etc. GATT was introduced in 1947 for creating a credible and reliable system of international trade rules; ensuring fair and equitable treatment of all participants i.e., principle of non – discrimination; stimulating economic activities through guaranteed policy bindings; and promoting trade and development through progressive liberalization. In brief, this agreement has ensured a broad, multilateral, and free worldwide system of trade and commerce.

In the post – industrialized period, the advanced countries of the world used to derive the major proportion of their national income not from agriculture and industry but from service sector, keeping in mind this reality the WTO came forward and tried to flourish the global market of services. This attempt of WTO declared education as a service industry under the umbrella of GATS opposing the opinions of academicians across the world. Academicians from all corners of the world strongly opined that education exists to serve the nation, and is not a commodity. The global effect of economic reformation was transmitted in Indian economy on and from 1991 and as an effect of it India like other members of GATT signed the GATS in 1996 and started to fight under the auspices of GATT – GATS regime.

There is no denying the fact that in the era of globalization, liberalization and privatization, higher education is being considered as a commodity or in other words, the introduction of GATS leads to co modification of education. This new scenario forced all countries - developed, developing and underdeveloped - of the world to act on the same dais with respective products and services; education, specially higher education is not an exception. This unequal battle boosted up the developed countries for becoming aggressive in attracting foreign students keeping intact the inland students. On the contrary, developing country like India is now striving to motivate home students not to leave India for higher education in one hand; on the other hand special drive has also been made to attract the non-resident Indians and foreign students also towards Indian education system. The government of India has now taken initiative to promote Indian higher education in globalized market through constituting a Committee for the Promotion of Indian Education Abroad (COPIE) under the ministry of human resources development, dept. of education, Govt. of India. At present time Indian universities and institutions are thinking to open campuses in neighboring friendly countries of Asia and Africa. If it is feasible then these collaborations will be academically acceptable and economically viable. But, the position of underdeveloped countries under these circumstances is needless to mention.

Now a days, we have no other alternative which can save Indian higher education system from the hands of global effects without facing it boldly. In such a burning situation, Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis may act as a guard which can protect Indian higher education from global effects as well as may also help to extend and strengthen the market of Indian higher education in inland and abroad through systematically matching internal strengths and weaknesses of the existing system with external opportunities and threats of GATS. SWOT analysis, being an instrument of strategic management, as how to minimize the weaknesses and threats through capitalizing strengths and opportunities of Indian higher education system in global context is the theme of this article.

Strengths of Indian Higher Education System: Simply strength means a resource, skill or other advantages relative to competition and the needs of markets a firm serves or anticipates serving. Strength is a distinctive competence that gives the firm a comparative advantage in the market place. Financial resources, infrastructural facilities, good name, market leadership etc. are the examples of strengths. The strengths of Indian higher education system are enumerated below:

1. In the world map, Indian is one of the oldest caterers to higher education for both the inland and abroad students.

2. Development of modern higher education in Indian was started with the establishment of Hindu College in Calcutta in 1817.

3. In the whole of the then British Empire, Calcutta University was the first to confer the bachelor degree for women in 1883.

4. In the year 1940-41, the then Govt. of India allotted Rs. 485000 for Calcutta University and Rs. 550000 for Dhaka University with an object to explore higher education in home and abroad.

5. At the advent of India’s independence, there were 19 universities and 591 colleges while now it stands to approximately 412 recognized universities comprising of 116 general universities, 33 agricultural universities, 12 science and technology universities, 11 language universities, 11 medical universities, 7 open universities, and 5 women’s universities and along with these 20676 affiliated colleges in different parts of India are now engaged for serving higher education around the country and abroad among 11.5 lakhs students which is about 10% of the total enrolment in higher education institutes all over the world .

6. The post- independence India’s first Education commission (1964-66) popular as Kothari Commission laid the foundation of post- independence Indian’s national education policy and recommended 6% of the national income be allotted as govt. expenditure on education.

7. Sri Rajib Gandhi, the then prime minister of India, introduced the National Policy on Education in 1986 (NEP-1986) and its accompanying programme of action that promised child-centered, free and compulsory education up to the age of 14 years by 1995. Interestingly, the revised formulation of such NPE, made in the 1992 also talked out the same theme of free and compulsory education, and there after it focused on ‘satisfactory quality’ education.

8. The 86th constitutional amendment act in 2002 that made the elementary education a fundamental right has promised the same education to all those between the ages of 6 and 14 in the country.

Weaknesses of Indian Higher Education System: Weakness is nothing expects limitation or deficiency in resources, infrastructure, Skills, capabilities and interpersonal relationship that seriously impedes effective performance of an organization. Insufficiency of resources, lack of skills and capabilities may be recognized as the symptoms of weakness. The weaknesses of Indian higher education system are listed below:

1. Gradually decreasing trend of public expenditure on education badly affects the growth of Indian education system. The Indian first post-independence Education Commission recommended 6% of the national income be allotted as govt. expenditure on education. But in practice, a drastic cut in public expenditure is a real phenomenon. In India, the public expenditure on education was 4.2% of GDP (Gross Domestic Product) in 1999-2K and in the year 2004-05 it was successfully brought down to 2.74% of GDP.

2. Lack of academic industry solidarity has pushed Indian higher education in the dark of depression. Most of the oldest universities in India are still reluctant to the collaboration of academic world and industrial world.

3. Reservation policies in India in one hand ensure educational opportunities for the disadvantaged and backward groups within Indian society and on the other hand forced meritorious students from forward castes who failed to enlist themselves in Indian higher education system to go abroad for the same.

4. The ever long scarcity of well structured and accreditated institutions in India may offer abroad

programmes for foreign students.

5. The capacity of India’s institutions is very much limited to meet the growing demand for post graduate

education in emerging fields viz; Bio – technology, Oceanography, Nano Science etc.

6. Dedicated and competent faculties in universities, colleges and professional institutions in India are not

sufficient enough to meet the global challenges in higher education.

7. Infrastructural and other facilities in Indian higher education system are not conducive to carry on research work at international level.

Opportunities of Indian Higher Education System: Opportunity is a major favorable situation in the firm’s environment. Identification of a previously overlooked market segment, changes in competitive or regulatory circumstances, technological changes etc. may be considered as opportunity. So, opportunity is a chance which may occur due to happening or non-happening of an event. The opportunities which are now facing Indian higher education system are defined below:

1. From the perspective of higher education, India is now considered as the second largest country all over the world but only about 6% of it has access to higher education as compared to 88% in Canada 81%in USA, 52% in UK, 19% in Thailand and 11% in Indonesia. So the necessity of higher education in India is beyond the question.

2. To meet the global challenges as well as to ensure prevailing performance with greater accountability to main stakeholders – students- in the field of higher education, the University Grants Commission (UGC) came forward and set up National Assessment and Accreditation council (NAAC) – an autonomous institution in 1994 with an object to cater quality education at affordable cost.

3. Indian education policy now directs that the institutional activities needed to be oriented to the five core values and theses are contribution to national development, fostering global competencies among students, inculcating a value system among students, promoting the use of research and technology, and quest for excellence.

4. NAAC declared 2006 as the year of students’ participation in quality assurance of Indian higher education. There is no denying the fact that students’ are the main stakeholders of every level of education and their satisfaction is the only source of institutional success at every level.

5. The concept of promotion of women’s participation in Indian higher education is being considered now seriously by the NNAC also. It is a fact that women constitute around half of the total population of the World and simply they are considered as the better half of the society. So, only the active participation of women in academic world can give a complete shape of Indian higher education system.

6. The UGC has decided to invite proposals from institutions that are keen on ‘exporting Indian education to foreign learners under a ‘Study India programme’ (SIP).

7. The Indian Govt. belatedly started the process of constituting a Committee for the Promotion of Indian Education Abroad (COPIE) under the ministry of human resources department, dept. of education, Govt. of India.

Threats of Indian Higher Education System: A Threat is a major unfavourable situation in the firm’s environment. It is the main impediment to the firm’s current or desired position. The entrance of a new competitor, slow market growth, major technological changes, appearance of a substitute product etc. is the examples of threats which are usually being faced by an enterprise or by an organization. The lion’s share of global effect on Indian higher education is nothing except threats and these are:

1. The global effects challenge the traditional ideas of the Indian academic institutions as well as to the national and even institutional control of education.

2. The global effects restrict contributions of academic institutions for national development, research relevant to the local needs and for participation in strengthening of civil society.

3. The global effects create a differentiation among the same degrees obtained from foreign universities, from costly private domestic institutions and from govt. funded institutions.

4. The global effects on many occasions generate a great possibility of cheating of Indian students from the sub-standard courses of abroad.

5. The global effects raise a possibility of loss of foreign exchange due to increasing interest of parents to get their children admitted to foreign educational institutions.

6. The global effects establish swiftly the branches of Global Alliance for Transnational Education (GATE), a profit making institution in the USA, with an object to capture the market of higher education in foreign countries aggressively by opening new universities.

7. The global effects introduce the concept of commodification of education and it changes our culture, ethics of social welfare and even the quality of Indian higher education.

Now, if we draw a SWOT analysis diagram then we may get a 2-2 matrix and it comprises of four different situations as under: Situation one (Strengths – opportunities), Situation two (Opportunities – weaknesses), Situation three (Weaknesses – Threats), Situation four (Threats – Strengths)

Situation one represents a combination of ‘Strengths - Opportunities’. It is the most deserving situation because it blends internal strengths with external opportunities which may assist to take aggressive strategy for achieving the goal or goals.

Situation two represents a combination of ‘Opportunities-Weaknesses’. Hence, external opportunities are to be used to minimize internal weaknesses for achieving the goal or goals.

Situation three represents a combination of ‘Weaknesses- Threats’. It is the most undesirable situation where every one is to be forced to opt for defensive strategy for the question of survival.

Situation four represents a combination of ‘Threats – Strengths’. Hence, internal strengths are to be utilized for minimizing the threats of external affairs for achieving the goal of goals.

Under the regime of GATT-GATS, the higher education system of India is not either under situation one or situation three. But at the same time the introduction of GATS creates some opportunities as well as some threats in front of Indian higher education system. To face global effects situation four is more appropriate than situation two for Indian higher education because the external threats are to be minimized by the internal strengths which may also be regulated according to needs. On the contrary, situation two is more risky because internal weaknesses almost all times fail to capitalize external opportunities properly. But in the long run, situation two is to be considered Lastly, we may suggest some measures to upgrade the internal strengths of Indian higher education system for facing the waves of globalization, liberalization and privatization under situation four.

1. India being a signatory to the WTO as also to the GATS, we have too very many cautions about the functioning of the foreign educational institutions.

2. A minimum of 6% of the GDP, 10% of the Central Budget and 30% of the State Budget should be set apart for education, of which higher education should receive its due share.

3. Convergence of conventional and open and distance leaning education system is essential to bridge the gap between two modes of education.

4. In order to cope with the western countries, the measures required include the adoption of a credit based semester system with continuous internal evaluation, a cafeteria type option to the students for the course to be offered and facilities of credit transfer.

5. To make Indian higher education system more effective through introducing liberalized education policy viz, eliminate research restrictions on foreign scholars; encourage foreign and private collaboration with the Indian universities etc.

6. The democratic transformation of the system of higher education to counter the debilitating impact of globalization cannot be ensured unless the rights and responsibilities of higher education stakeholders are properly defined and acted upon. So in brief, until and unless we become true to ourselves as teachers, students, administrator and guardians no strategy should be sufficient enough to protect Indian higher education system in the long run.

References:

1. Piar Chand and Yogesh Gupta (2007). ‘Impact of Globalization on Higher education in India’. University News. vo.45, No.46, 2007.

2. Kanti Biswas (2003). ‘Globalization Throws Higher Education in to Peril’. People’s Democracy, Vol.XXVII, No.50, 2003.

3. R Arun Kumar (2007). ‘Education In Budget: Deeds Fail Word’. People’s Democracy, Vol.XXXI, No.11, 2007.

4. ‘Alternative Policy on Higher Education – AIFUCTO to Launch Massive Campaign’. People’s Democracy, Vol.XXXI, No.11, 2007.

5. Dr. Nilay Kumar Saha (2007). ‘Forecast Audit of Post NAAC Activities in Indian Higher Education System’. The Management Accountant, Vol. 42, No. 2, 2007.

6. S. Chitnis and Philip G. Altbach (1993). ‘Higher Education Reform in India: Experiences and Perspectives’. Sage Publications, New Delhi.

7. Harold Koontz & Heinz Weihrich (2000). ‘Essentials of Management’. Tata McGraw-Hill Publishing Company Limited, New Delhi.

Propriety Audit of Child Model in Advertising Cycle

ABSTRACT: Application of child model in advertising world undoubtedly creates a new dimension. The presence of children in advertisement of any product or service which is mainly produced and served for the children only is able to create an impact on the society. The producers and sellers may encash such impact if they apply child models logically in advertisement. But now- a- days, without considering the necessity the appearance of child is coming up at random in different media in favour of different goods and services. This misapplication of child model in advertisement invites “Propriety Audit of Child Model in Advertising Cycle.”

Considering the truth of ‘out of sight, out of mind’, the big shots of business world have taken the shelter of advertisement only for sustaining the existing market share and to penetrate the new roots of market. In the question of struggle for existence, advertisement is the most powerful weapon in the modern business world. The concept of open trade policy treats the word ‘monopoly’ as obsolete, consequently advertisement spreads its aggressive influence from workplace to bedroom. Though it can’t be said after discussing the history of advertisement that from its very moment of birth it has been being used as an instrument of sales promotion. The application of advertisement is first marked as the means of communication. But due to rapid industrialsation, growth of population and change in market scenario the basic concept of advertisement has been changed and a new horizon of advertisement has come into existence.

In pre and post independent period only the business houses made advertisement to compete with the competitors. But, at present days the non-profit seeking organizations are not beyond the touch of advertisement. With the help of both these organisations many children, young boys and girls have come to lime light. For example we can mention an advertisement in the fifties of 19th century which was sponsored by ‘Kolley Company’ – a renowned biscuit manufacturing concern of Kolkata. The models of that advertisement were immortal film actor Uttam Kumar and his child Goutam. This incident proves that the thought of using children in advertisement is neither a novel matter nor an exceptional incident.

Usually, biscuts, cakes and lozence producing concern began the use of children in advertisement. But the changing environment of business world pulled out child models in the world of advertisement and now it is considered as a vogue. In the era of globalization each and every producer wants to prove the supremacy of their products or services over the competitors. As a result of it, so many competitors consciously or subconsciously involved in a war which is popular as advertising war. This war opens the door of advertising world infront of children and consequently we can observe the unwanted presence of child model in various advertisements. The form of advertisement of ‘Forhans’- dental powder – was - a little girl was laughing loudly at the time of learning how to swim with the help of her father. The headline of that advertisement was – “Those wonderful years, when she wants to learn, teach her proper dental care with forhans”. In the advertisement of ‘Pepsodent’ – dental cream – a child remarked– “sarirat kitanuse larta rahata hai, bilkul meri didiki tarha.” ‘Colegete’–dental cream – generated a safety circle where there was present a baby with her parents. In modern times, a pair of statement of a girl and a boy in the advertisement of ‘Clinic Plus’ – shampoo – is not beyond our vision. Hence, the girl demands – “Mai rani tu meri chakrani” and in the same advertisement the boy declared – “Tu meri swapnaki rani”. Most of these advertisements fail to prove logically the causes behind the presence of child models in advertisement.

In 1950 child model in advertisement was very rare. Actually, in 1960’s this practice started rapidly and from 1970’s and onwards the application of child model in advertisement established new dimension. In this connection we are bound to recall the face of a sweet little girl who posed placing her pointer finger on her lip and the caption was – “Murphy delights the home!” The words of mouth of a boy and a girl – “I’m a complan boy”, “I’m a complan girl” in the advertisement of ‘Complan’ – a nutritious drink – are still present in our ears. In the advertisement of hajmola of ‘Dabur’, the statement of a child – “Hasjmola Sir!”, the intention of a little girl in the advertisement of ‘Pears’ soap – “Mummy jasee sunder bane”. etc. are the burning examples of proper application of child models in commercial advertisement. Like commercial organization many non-profit seeking concerns are doing advertisement with an object to promote social awareness in different angles among the people of the society. The presence of child model in non-commercial advertisements is not a rare case. In the advertisement of National Literacy Mission, the presence of child models draws our attention. The caption of that advertisement – “Chal parai kutch kar dikhai” – undoubtedly create a hope of light in the dark of illiteracy. An attack on the poor father by a lot of children and their sought – “Ba-Ba-Ba-Ba” – has sent a special message in our social life and that is – “A small family a happy family”. It was sponsored by the department of Health, Government of West Bengal.

It has been mentioned earlier that the application of child model in advertisement just opens a new route. But it is the right time to analysis to what extent the children are being used properly in the world of advertisement and consequently the concept of ‘Propriety Audit’ comes into consideration. The term ‘propriety’ connotes the level of rightness or justness. From auditing aspect, propriety audit may be defined as an appraisal of rightfulness of any executing actins and plans. In the light of propriety audit some unavoidable questions are raised in the society about the application of child model in advertisement and these are: what are reasons behind the entry of child models in the world of advertisement? How does the advertising world influence the child models? Is the advertising world really inactive without child models? What is the prospect of child models in advertising world? Before going into searching the probable answers of these queries, one thing should necessarily be mentioned and that is the main aim – sales promotion – of advertisement. Though advertisement was introduced as a means of communication but at present it is used as a weapon to draw the attention of the people of the society by hook or by crook. At the very birth, advertisement was published only in the papers and consequently the sphere of it was very limited. After some time the area of advertisement expanded gradually through audible way, but with the help of audio-visual way now it is universal.

Reasons behind the entry of child models in the world of advertisement: Before starting the discussion, one thing may better be noted that all sorts of decisions on behalf of children are taken by their parents or near relatives. Therefore, initially the desires of parents push the child into colourful world of advertisement. Most of the guardians prefer to see photograph, movement and hear the voice of their words in the newspaper, magazine, television and radio respectively. In addition, the guardians being overwhelmed with joy regarding the sunny future of their children are trying to open the door of advertising world in front of their children for ensuring their certain future. They also believe that if their child has got a chance as a model in any advertisement then their chance in the film is nothing except a matter of time. Therefore, some children make their position permanently in advertising world through applying their individual creativity and efficiency. In such a competitive situation no guardian is ready to deny such a great opportunity.

Influence of advertising world on child models: It is better to say in the context of the second question that advertising as a profession is able to influence continuously the guardians and the society of children. The continuous flow of children in the world of advertisement establishes this truth. But it is the high time to think on the part of the guardians how far the future of children in this world is certain. The endless waves of changes are changing the form and nature of advertisement in every moment. What is new today is old tomorrow – this truth flashes in the mirror of our mind when ‘License’s’ Rahul and the face of Raju, the child model of ‘Horlicks’ appear. “I love you rasna” in the mouth of Gita, the child model of ‘Rasna’ has been lost in the unfathomable depth of forgetfulness though once it reached the apex of opportunity. In modern times, the market has been captured by the expression “Very good, give more and more” of the child model of ‘Bigones’ – a renowned brand of ice-cream. Therefore, the world of advertisement never ensures the certain future of children.

Applications of child models in the world of advertisement: It is necessary to mention the main object of advertisement once again while discussing the third question. Today’s advertisement is nothing but a weapon to promote the sales line. For attaining this goal advertisement has turned children into commercial goods and we can observe it easily if we cast our eyes on ongoing trend of advertisement. At present, the producers of shirts, shoes, medicines, biscuits, lozence, baby food, soap and even washing detergent powder use child model in their advertisements most unscientifically. The expression of a child model – “Likhtee likhtee love ho gay” – in the advertisement of ‘Rotomax’ – ball pen and in the expression – “Thick thamma tomar motto” – of a little girl in the advertisement of ‘501’ cloth washing soap may be considered as the burning example of misuse of child model in advertising world.

Role of child model in advertising world: The entry of child model in the world of advertisement is nothing but a routine change only. But, it is very difficult to say certainly about when and how child model was applied in advertisement. Goutam of ‘Kolley Biscuit’, Gita of ‘Rasna’, Alankar alias Raju for ‘Horlicks’ may be considered as the path-finders in this new dimension. Though the flow of child model in advertisement appeared in the seventies, it is following yet with more speed. The bright presence of a child with cricketer Sachin Tendulkar in the advertisement of ‘Britania’, a question of a child – “Ap mujka budhu samajhata hai” – to the actor Amitav Bachan in the advertisement of ‘Pepsi’ and such presence of many children in uncounted advertisement on many occasions may generate a thought that childless advertisement is almost impossible. But all of us are aware that nothing is indispensable and in the practical field nothing can continue for a long time. With the passage of time there will be an ebbed tide in the force of child model in advertisement or a change may come in the application of child model. Without considering the necessities, advertisers are running after the competitors and its reflection occurs when we see the presence of child model necessarily or unnecessarily in the advertisement of various homogeneous products viz., ‘Boroline’, ‘Borocalenula’, ‘Boroplus’, ‘Keokarpin’ etc.

Prospects of child model in advertising world: One pertinent question – what is the future of child model may arise specially when we are trying to disclose the prospects of child model in advertisement. It is a very difficult but undeniable task to discuss the future of child models in advertisement. There is no doubt that a signal of a beautiful and certain future insists the guardians to push their child in the world of advertisement but now it is very urgent to open how far this expectation has been fulfilled in real life. The names of Baby Gita, Alankar, Shikharani’s Bag, Dais Irani, Baby Nag etc. are sufficient enough for disappointment of the guardians and the children also. All of these models made a stir in the first step but they failed to stay in the world of advertisement permanently though they appeared in one or two films in the subsequent times. Lastly one thing is to be mentioned very clearly that is the effect of tough competition. Every child model has to struggle every moment with an object to save himself or herself from the hands of this competition. Some survive for the strength of fate or for individual efficiency in the world of advertisement, but they are very few in number.

References:

1) A Text of the lecture delivered by Stephen Greyser on “Some Reflections on the Social Impact of Advertising” in the 13th Asian Advertising congress, New Delhi.

2) A Text of the lecture delivered by Christopher Howes on “Advertising and Social responsibility” in the 13th Asian Advertising congress, New Delhi.

3) “Economic Effects of Advertising” by Shyamal Ghosh, The Economic Times, 5th April, 1978.

4) A Text of the lecture delivered by Dr. B. K. Basu on “Social Impact of Advertising” in the Dept. of Commerce of Addra University, Waltair

5) “An Insight into Auditing – a multidimensional approach” by Dr. B.K.Basu, Basusree Book Stall, Kolkata, 2004.

6) “Social Audit of Advertising”- a research work by Dr. Nilay Kumar Saha under the University of Calcutta in 1997.

7) “Advertising: Attacks and Counters” by Prof. Stephen A. Greyes, Harvard Business Review, March – April, 1972.

8) “Panjika: Vigyapane Samsj Darpan” by Dr. Nilay Kumar Saha, Loksamaskriti Gabeshana – A Research Journal on Folklore, July-Sept., 1998.

9) “Vigyapane Angabhasar Bibartan” by Dr. Nilay Kumar Saha, Loksamaskriti Gabeshana – A Research Journal on Folklore, April –June, 2004.

10) “Vigyapane Ma” Dr. Nilay Kumar Saha, Loksamaskriti Gabeshana – A Research Journal on Folklore, January-March, 2005.

Bengali Almanac: The Forgotten Route of Indian Mass Communication System

Abstract: The first printed Bengali Almanac came into light in 1818, just before the publication of Bengali Daily ‘Sambad Prabhakar’ by Iswar Gupta in 1839. Before introduction of printing as a medium the hand written Almanac was so much popular in the society of India specially for religious purposes. But after the introduction of printing technology, Bengali Almanac started to incorporate gradually information relating to different fields viz., transport, education, administration, health, post and telegraph, registration of properties, law and justice, weather forecast, agricultural guidelines, trade and commerce, functions of municipality, savings opportunities, policies of government including five years plan, social and political awareness etc. It is fact that only due to competitive attitude; the publishers of Bengali Almamac took initiative to incorporate multidimensional information in their publications and this trend was continued over a long period of time. Without any hesitation we can claim that this information not only enriched our knowledge but also ensured a complete hazardless social life for Indians. In the era of information technology almost all of us forget the contribution of Bengali Almamac in Indian Mass Communication System and hence this work is an attempt to recognize the contribution of Bengali Almanac in Indian Mass Communication system through memorizing the information which was published in Bengali Almanac over a period of two hundred years.

Background of the study: The concept of ‘Mass Communication’ is an extended form of communication system. Simply, mass communication indicates a technology based process of spreading a message among much extended audience. Probably the term ‘mass communication’ was included in dictionary just after the discovery of movable type machine by gold merchant Gutenberug of Germany in 1456. After a long gap in the year 1780 Games Augusts Hiki published first newspaper in India and the name of that newspaper was ‘Bengal Gazette’. The place of publication was Calcutta now renamed as Kolkata. Thereafter, Iswar Gupta published first Bengali daily ‘Sambad Prabhakar’ at Calcutta in 1839 and in this way the print media became resourceful and took active part in mass communication. Just before the publication of Bengali daily the introduction of printed Bengali Almanac by certain Ramhari of Sreerampore in the year 1818 added a new dimension in Indian communication system. Hence, one thing is to be mentioned clearly that we failed to trace out that one. We get another publication of Bengali Almanac in the same year and that copy is still in the rare book division of National Library, Kolkata. From this copy we came to know that it was published by a Brahmin named Durgaprasad of Jorasanko, Calcutta. The interesting matter is Durgaprasad dedicated this publication in the name of Ramhari. ‘Biswakosh’ claimed that Sanders Company of Calcutta, published first Bengali Almanac and this work was carried out by Haladhar Biddyanidhi. But this one is also beyond our reach. Along with Bengali Almanac the gradual inclusion of various wings of print media viz., newspapers, journals, magazines, books and other printed matters made the route of mass communication smoother. The contribution of all wings of print media in connection with mass communication was highly recognized by the then society and still that trend is going on. But unfortunately the contribution of Bengali Almanac in Indian mass communication system is still remaining behind the screen.

Contribution of Bengali Almanac in Indian Mass Communication System: According to Oxford Reference Dictionary ‘Almanac is a calendar giving important dates and information such as the phases of the moon’. In general, almanac may be considered as a book based on five wings viz., Bar (Day), Tithi (Lunar Day), Nakshatra (Star), Yoga (Auspicious Moment), and Karan (Part of the Lunar Day ), for assessing the time of sun rise, sun set, moon rise, moon set, ebb and flow of the Ganga and other auspicious moments for social and religious purposes. Before introduction of printing as a media the hand written Almanac was so much popular and served various information mainly for religious purposes. So, from the very beginning Almanac acted as an important wing of communication. But after introduction of printing technology the rich men of the society became very much interested for publication of Bengali Almanac keeping in mind the growing demand of Almanac in the society. A result of it the number of printed Bengali Almanac was increased rapidly year after year. In this connection one thing is to be mentioned clearly that only for the competitive attitude, the publishers of Almanac started to incorporate various relevant information along with the basic guidelines in their publication. There is no doubt that only the profit motive through maximising sales stood behind such activities of the publishers of Bengali Almanac. On the contrary, standing in the era of technology we can’t ignore the relevance of various information which was incorporated in the Bengali Almanac in different times because all of this information played an important role in complete social life. In addition, these were helpful very much for the reformation of a country like India just after getting independence.

Now, how Bengali Almanac served as an important medium of mass communication may be explained through memorizing the information which were incorporated in various Bengali Almanac in different times in different fields viz., transport, education, administration, health, post and telegraph, registration of properties, law and justice, weather, trade and commerce, functions of municipality, policy of the government, social and political awareness in different fields etc.

In the year 1825-26, information relating to court fees and postal charges were included in the New Bengali Almanac. The information relating to postal charges were entirely based on distance. These were – from Calcutta to Barrackpore, Hoogly, Tamluk etc. require two annas (anna means one-sixteenth of Re.1) as postal charges for one bhari (an unit of weight equal to 180 grains or a little over 11 grams) weighted letter, four annas for Birbhum, Khulna, Midnapore, five annas for Barishal, Cuttac, Dhaka, one rupee five annas for Bombay, two rupee fifty paisa for Shilong due to road hazards. Inclusion of this information undoubtedly did a lot for keeping the postal system regular through informing the society about the postal charges.

In the year 1835-36, information relating to twelve zodiacs for twelve months was incorporated in the Bengali Almanac and it directed the society for engaging agriculture, trade, or commerce. The inclusion of Indian’s geographical and historical identity based on mythology and history opened a door of knowledge for the nation.

In the year 1841-42, Calcutta Christian Society published first Christian almanac in Bengali. Along with usual information, information relating to rules of post office, time of Supreme Court, conversion from sikka (an obsolete rupee-coin of India) to rupee of company etc. was included there. Lastly, a discussion on different missionary societies undoubtedly added informative value of this publication.

In the year 1843-44, Oriya dates and Hindi dates were presented separately along with Bengali dates in the Bengali Almanac. Perhaps the geographical location of Orissa and Bihar motivated the publishers to do so.

Under the head of ‘Postal Charges’ we are informed about an unknown means of postal department named ‘Banki’ in the New Almanac of 1846-47. Usually, the big sized and weighty goods were transmitted by this system.

The norms of ‘Stamp Act’ of Calcutta were published in the New Almanac of 1847-48 and it ensured transparency of all forms of transactions in society.

New Almanac of 1852-53 disclosed the list of holidays with causes for full and half closing of government houses. The non-government houses also followed this list and the entire nation of our country was forced to follow this book for protecting their interest.

The time of ebb and wave of Ganga incorporated in New Almanac of 1854-55 and it boosted up the system of irrigation for the development of agriculture in India.

In the year 1855-56, Sendaras, Conos and company published New Almanac. It mentioned the names and tenure of the Governors of India from 1st January, 1689 to 1st May, 1854. This list of names of Governors is still considered as a ready reference. This issue also informed the society about the norms of journey in railways. A few of these are – passengers are requested to come to the station fifteen minutes before the departure of the train, the booking counter should be closed before three minutes of the departure of the train, half-ticket is necessary for the passengers who are exceeding eight years of age etc.

In the same year Vernacular Literature Committee published a remarkable Bengali Almanac. Its first part was covered with usual information and the second part served various relevant information and some of this are – district wise list of three hundred and nine reputed fairs in Bengal, direction on month-wise agricultural function, the detail information regarding postal department, railway department and about different diseases in Bengal and the remedies also.

The publisher of New Almanac of 1856-57 declared gladly the news regarding inclusion of various information in his publication. For example, information relating to railways disclosed that smoking is strictly prohibited at the station and in the train also; information relating to postal charges mentioned that Act No. 17 of 1854 in connection with postal charges is valid up to 1st October, etc.

New Almanac of 1860-61 explained elaborately the functions of Supreme Court. From this information still we may collect information about the distinction of ‘Term’ and ‘Sitting’. Term extends to 28 days and it deals with civil suit. Contrary, Sitting extends to 14 days and it deals with both civil and criminal suit.

Tax of land, house, water, light, car, license, horse, palanquin etc. was incorporated in Bengali Almanac of 1866-67. Tax on above mentioned subjects was reflected separately for inside and outside of Calcutta.

New Almanac of 1867-68 mentioned the existence of water transport system in the then India. India General System Navigation Company and Bengal River Company were engaged for carrying out this transport system.

Directions about Indian Income Tax appeared first in New Almanac of 1869-70, though Indian Income Tax Act was introduced in the year 1961. Most probably the British Government tried to impose the tax rules of their country as Indian Income Tax Act.

Indian Income Tax Act 1961 incorporated in Bengali Almanac in the year 1870-71. In the same year Chandradyoy Press published New Almanac. The publication of Chandradyoy Press became remarkable for an announcement which was – Smoking is strictly prohibited in Train and at Station; any violation invites a penalty of Rs 20.

New Almanac of 1871-72 disclosed various information in different fields viz., court – names and salary of judges in High Court and Lower Court, names of pleaders of High Court, expenditure of Lower Court etc - , education – names of the fellow of Universities, names of the employees of education department etc - , administration – name of magistrates, deputy magistrates, collectors, deputy collectors, commissioner etc.

Gupta Press Almanac was started to publish in the year 1869-70 and this publication is still going on. Over a long period of time how Gupta Press serves the society through its publication is explained here. Information relating to municipal tax, norms of trade license, Stamp Act. 1869, tax on land and house properties etc. were incorporated in the year 1878-79. Norms of insurance, application or use of Post card, rules and fare of Railway, registration procedures of birth and death etc. were highlighted in the year 1884-85. Structure of tax on income, post-office savings bank, fare of Calcutta Tram ways etc. were incorporated in the year 1888-89. Revenue Act of Bengal 1885 included in 1892-93. List of holy places along with guest houses of pilgrims and an important directive for their protection from the hands of Brahmin priests who were acting as their guides etc. were inserted in the year 1896-97. Names of seven days and twelve months in Bengali, English, and Arabic were added in 1917-18. Information relating to tax on water, fruits, and roads, section of undivided Bengal, direction regarding use of National Flag, detailed analysis about Third Five Year Planning (1961-66), information regarding 1st introduction of National Savings Certificates (NSC), information about Jute Corporation of India, pin code of largest post offices in India, phone numbers of police stations, eye banks, blood banks of Kolkata etc.were incorporated gradually in the Gupta Press Almanac from time to time.

Sri Durgacharan Gupta, publisher of Guptapress Panjika, stated in the preface of his publication for the year 1880-81 that – ‘This Almanac is fully illustrated with engravings. It contains the auspicious days of the year, dates, days of the week and year in Bengali, English and Moosulman. Astronomy, Comparative time of the principal places in India, Holidays in Government offices, Calcutta High Court, Small Causes Court and Moffusil Courts, and in other places, Royal Family. Population of India, Stamp Act, Postage rules and Postages both English and India, Telegraph rates & rules, Registration fees, Limitation, Railway time and fare and rules, Lincences, Taxes, Court fees, Exchange table and other calculation tables, Calcutta Customs, and many other usual information.

In the year 1880-81, the publication of New Victoria Almanac and Large Directory added value in the world of publication of Bengali Almanac. Inclusion of two additional directories along with main stream of this book served various information relating to administration, business, industry, and other necessary fields. From this issue we came to know that the construction of Hoogly Bridge was started in January of 1853 and completed in December of 1874. The total amount of expenditure was Rs. Twelve lakhs and we get the name of Bradford Lesley as constructor. We came to know from the first directory of this Almanac that High Court was established in 1st July, 1862 and out of fourteen judges only Rameshchandra Mitra was the only Bengali. This part also informed us that the Calcutta University was established in 1857 and its Board of Examiners was established on 24th January, 1854.

Guptapress Panjika of 1881-82 disclosed what information are essential for registration of birth and death. The required information for registration of birth are – time of birth, caste, sex, father’s name, father’s occupation. Incase of death – time of death, caste, name, sex, age, cause of death, place of death etc. are the required information.

In the year 1882-83, Sri Benimadhab Bhattacharyya published College Almanac. Multidimensional information was included there under three different directories. The first directory served information about Embrace of India, Prince of Wales, State Secretary, Governor General of India, Commander-in-chief, Foreign Dept., Dept. of Finance and Commerce, Home Revenue and Agricultural Dept., Accountant General of Bengal, Board of Revenue, Bengal Police, Calcutta Police, Calcutta Municipality, All banks of Calcutta, Calcutta University, Board of Examiners, Medical College, Other colleges and schools in Calcutta. The second directory is concerned with information regarding various districts in Bengal. The name of every sub-division, name of district head quarters, name of District Magistrates and other responsible officials were included there district wise. The third directory informed the society about Bengal Chamber of Commerce, Brokers Exchange, different Life Insurance societies, Asiatic Society, Public Library etc.

P.M.Bagchi’s Directory Almanac was first published in the year 1883-84 and still it is going on. Bagchi’s contribution upgrades the concept of Directory in the world of Bengali Almanac. Simply, directory means direction in various fields. In the first publication, it introduced three separate directories viz., Moffusal Directory, Calcutta Street Directory, and Calcutta Transport Directory; all of which were very much essential for smooth running of the then society.

‘Bisuddha Siddhanta Panjika’ was first published in 1890-91. The inclusion of this Almanac introduces a new method of calculation based on more upgraded and advanced technology and a conflict began to start among the oldest way of calculation and this one. The contribution of this publication as an important medium of communication is remarkable like other Bengali Almanac. In the current year’s publication, the incorporation of information in connection with restricted holidays, holidays under N.I.Act. and extra holidays under Executive Order are sufficient enough to establish the reality that Bengali Almanac is still acting as a powerful medium of mass communication.

Nityalal Sen reported a peculiar event in his published Bengali Almanac in the year 1891-92. The reported event was – without Para suit only with the help of a balloon Percival Saheb first flew at Garrer Math and landed at Bashirhat. The inclusion of this event in Bengali Almanac is undoubtedly proving the importance of Bengali Almanac as a medium of mass communication.

Mohammad Rayoajuddin Ahamad published Mohamadiya Almanac to save Mohammedans from the influence of Hindu Almanac in the year 1896-97. This publication covered various relevant information for Hindus along with a detail discussion about all the Mohammedan States all over the World.

The publication of P.M. Bagchi’s India Directory and Panjika in the year 1899-1900 created a new horizon in the firmament of publication of Bengali Almanac. It comprised of four parts viz., ‘Maffoshawl Directory’, ‘Calcutta Street Directory’, ‘Jan Directory’, along with first part which covered the usual matter of Almanac. This publication undoubtedly radiated the rays of information in different fields among the nations.

Guptapress Directory Panjika of 1913-14 published the norms of telegram. From this information we came to know that telegram was not accepted in Sunday, Christmas, New year’s Day, Good Friday, Birth day of king and other holidays.

In the year 1920-21, Sri Nirapada Dev Sharma published Nababibhakar Panjika and Directory. This Bengali Almanac covered nicely the administrative rules of the then India in brief. The names and address of the pioneer newspapers in those days and the address of Calcutta’s orphan homes were also covered by this issue.

Bangabashi Panjika O Directory published in the year 1922-23 and announced that ‘Bangabashi is the best news weekly of Bengali’. ‘Bangabashi in Hindi is the best news weekly of Hindi’ and ‘The Telegraph – The cheapest and the best English weekly, published every Saturday’.

P.M. Bagchi’s Directory of 1925-26 defined the process of measurement of paddy, cloths, gold, silver etc. This information also covered the weight taking system of doctors.

Guptapress Panjika O Directory of 1926-27 added additional information for Post Office Savings Schemes which was incorporated first in the same publication in 1915-16. The additional information disclosed the maximum limit of investment in post office both in favour of an adult – Rs 5000 – and a minor – Rs 1000. There was no discrimination in interest rate - @ 3% p.a. on the amount of investment – for the adult and minor.

This publication also mentioned that there were thirty two words under the then Calcutta Municipality. Bengal was a cluster of five divisions’ viz., Presidency, Burdwan, Dhaka, Chattogram, Rajsahi and there were twenty eight districts and eighty two sub-divisions under these five divisions.

We came to know that the head quarter of Calcutta Police was situated at 18, Lalbazar Street. There was a list of police stations of Calcutta based on court viz., Jorabagan Court, Bankshal Court, Sealdah Court, Alipore Court etc. We also informed about police hospital and police training school from this publication. The norms of procession at Calcutta, the worth seeing places of Calcutta, the names of hospitals and medicine shops at Calcutta were nicely highlighted here.

Incorporation of ‘Administrative policy of Calcutta Corporation’ in this publication informed us that the duration of functioning of a newly constituted council was restricted to three years and the total number of councilors of the then corporation was eighty five.

P.M. Bagchi’s Directory O Panjika of 1931-32 defined the application process of Thermometer. In the same year, Guptapress Directory Panjika started to incorporate the day of birth and departure of supermen.

The publication of Gupta Press of 1940-41 created a new route of up gradation of the country and the nation through various interesting stories. The information which were highlighted by the story named ‘Light and Dark’ are: The government allotted Rs. 550000 to Dhaka University and Rs. 485000 to Calcutta University in the year 1940-41; The budget of 1940-41 allotted Rs. 450000 (approx) for secondary education; for the promotion of women education, government extended the hands of co-operation etc.

Guptapress Directory Panjika of 1952-53 disclosed directions for voters, application of national song, national flag and about national symbol. On that time, Bengali Almanac performed completely the function of Election Commission through publishing the printed guidelines for voters.

With an object to maintain uniformity in calculation of Bengali Almanac; the Government of India formed an Almanac reformation committee under the Presidentship of scientist Dr. Meghnath Saha in the year 1952.The committee submitted report in 1954 and as per recommendations of the committee the government came forward and started to publish Rashtriya Panchanga in ten different regional languages viz., Bengali, Hindi, English, Urdu, Telegu, Tamil, Cannor, Malayam, Marathi, Gugrathi in the year 1957-58 . Now, this function is carrying on by the Indian Meteorological Department. At present, four more regional languages - Oriya, Sanskrit, Asamiya, and Punjabi - added with the previous list. Rashtriya Panchanga followed the same route like other Bengali Almanacs during the first ten to fifteen years of it publication. Along with usual information, Rashtriya Panchanga in different regional languages also informed - Our India towards a Socialist Society, Importance of Planning, Necessity of Savings, Principal targets of development and production in the Second 5-Year Plan Period, Indian Industries and Minerals, Transport, Agriculture, Irrigation and Power, Employment, Education, Social Services, Community Development Projects and National Extension Services etc. - the society about the ways of reformation of the country just after independence.

Rashtriya Panchanga of 1958-59 encouraged the nation of the country to invest in various savings options introduced by the Government of India viz., 12 Years National Savings Certificate, 10 Year Treasury Savings Deposit Certificate, Post Office Savings Bank Account etc. The same publication of the next year i.e., in the year 1959-60 published the norms of measuring weight under metric procedure with an object to maintain uniformity in this respect all over India. ‘Help the plan – help yourself’, ‘Planning for prosperity’, ‘Help yourself – through helping the Plan’ etc. was announced for development of the country in Rashtriya Panchanga of 1959-60 and 1960-61. Rashtriya Panchanga of 1964-65 elaborately disclosed the amount of total investment head wise during the first three years of Third Five Years Planning.

Moslem Panjika was published in 1973-74 by Abdul Al Aman and it was a religious guide book for the Moslem community. It also disclosed the total number of Moslem all over the country; the number was 16, 91, 68,482.

Bisuddha Siddhanta Panjika of 2006-07 disclosed the necessity of blood testing of bride and groom in place of analysis of their horoscope before settling marriage.

Full Panjika of Sri Madan Gupta for the year 2007-08 nicely defined the norms of yoga, its utility, its application etc.

In the realm of Bengali Almanac the names of Benimadhab Shil, Purnachandra Shil, and Madan Mohan Gupta are still remarkable for their continuous contribution which upgrades the informative value of Bengali Almanac. The history of Indian independence is not free from the influence of Bengali Almanac. Actually the date of transfer of power was settled by Lord Mounbaten on 14th August of 1947. But, it was realized later that the settled day was not so well as per Indian astrology and to avoid it the celebration of independence was started at the mid night of 14th August of 1947.

Conclusion: Therefore, from the inception to date, Bengali Almanac acts as a means of mass communication. But, at present all publishers dropped the additional information from their publication due to various reasons, the rapid growth of technology must be defined as the main reason behind it. Now-a-days, we are very much associated with electronic media for developing our knowledge as well as for collecting of necessary information. On the contrary, standing in the era of technology we can’t ignore the relevance of various information which was incorporated in the Bengali Almanac in different times because all of this information played an important role for ensuring complete social life. In addition, these were helpful very much for the reformation of a country like India just after getting independence. Memorizing the above mentioned information in different fields published in various Bengali Almanac over a long period of time, we can easily claim that Bengali Almanac is one of the oldest routes of mass communication which is totally beyond our memory.

Bibliography:

1. Loksamaskriti Gabeshana, Special Number: Almanac and Culture, Vol.11, No.2, July-August-Sept., 1998.

2. Loksamaskriti Gabeshana, Special Number: Folk-Media & Mass-Media, Vol.11, No.4, Jan-Feb-March, 1999.

3. Mass Communication in India, Keval J. Kumar. Jaico Publishing House, Mumbai, 2004.

4. Introductory Business Communication, Organisation and Management, Dr. Nilay Kr. Saha. Bengal Book Syndicate (P) Ltd., Kolkata, 2004.

5. Almanac published by Durgadas, Kolkata, 1818-19.

6. Christian Almanac, 1849-50.

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8. The Vernacular Literature Committee’s Almanac, 1855-56.

9. Returns relating to the publications in the Bengali Language in 1857, by Rev. James Long (1859).

10. Gana Japan, Dr. Partha Chattopadhyaya. West Bengal State Book Board, Calcutta, 1982.

11. College Almanac and Large Directory, 1882-83.

12. New Sreerampore Almanac, 1896-97.

13. Large Solemani Almanac, 1945-46.

14. Purnachandra Directory Almanac, 1918-19.

15. Jagatyoti Almanac and Directory, 1951-52.

16. Lokenath Directory Almanac, 1951-52.

17. New Tarapada Directory Almanac, 1952-53.

18. Nabagraha Almanac, 1953-54.

19. Bharatmata Home Almanac, 1953-54.

20. Pakistan Pocket Almanac, 1953-54.

21. Mohendra Pocket Almanac, 1954-55.

22. Akshyay Press Pocket Almanac, 1955-56.

23. Bisuddha Saraswata Chaitanya Almanac, 1959-60.

24. Sree Ramkrishna Almanac, 1960-61.

25. Proyag Pocket Almanac, 1967-68.

26. Rajendra Directory Full Almanac, 1969-70.

27. Moslem Almanac, 1973-74.

28. Benimadhab Full Almanac, 1976-77.

29. Sree Krishna Gupta’s Full Almanac, 1980-81.

30. Madan Gupta’s Directory Almanac, 1983-84.

31. Taj-Nurani Mohamdi Pocket Almanac, 1992-93.

32. Different Publications of Guptapress Directory Panjika.

33. Different Publications of P. M. Bagchi’s Directory Panjika.

34. Different Publications of Bisuddha Siddhanta Panjika.

35. Different Publications of Rashtriya Panchanga.

36. Different Publications of Madan Gupta’s Full Almanac.

37. Different Publications of Benimadhab Shils’s Almanac.

38. Anandabazar Patrika, 11 th August, 2007.