Environment Protection and the Personal data
Environment Protection and the
Personal Responsibility
Harish Kumar
Research Scholar
Department of Political Science, University of Rajasthan, Jaipur (Raj.)
Abstract
It would be perfectly alright to say that the environment protection, personal responsibility and survival
of the society are all intertwined. Every society is dependent on natural resources for its very survival.
Thus not only protection of environment but also its thriving should be the sine qua non. Our surrounding
environment or the nature doesn’t have unlimited strength to suffer the encroachment of the human
society. Before 1950 no one on Earth had lived through a doubling of the human population but now
some people have experienced a tripling in their lifetime. So many people now inhabit the planet with
so much impact that scientists have coined a new word to describe our time, the Anthropocene Epoch.
Unlike previous epochs, where various natural regimes of geological processes defined the time periods,
the Anthropocene is named for escalating human influence on the environment. The release of CO2 into
the atmosphere is beginning to alter the global climate. Species are going extinct at a rate 100 to 1000
times above the natural rate. The scale of human appropriation of the products of photosynthesis—the
most fundamental process of the biosphere—has reached around one-quarter to one-third of all global
Net Primary Production (We have become a major “global geophysical force1”. The clamour for ever
greater production and resultantly the ever greater craving to consume is the root cause of the ills
from which our environment is suffering. Every government around the world is perpetually fascinated
by ever rising industrial indices alone; every government around the world only seems talking about
the GDP figures and how to ever prop it up. Is it really possible that we will ever be able to meet our
environmental obligations just by addressing the ill effects of climate change, global warming and by
overlooking the root cause of the issue in our hearts and minds?It is quite clear that resource utilization
has to be prudential and traditional Indian knowledge and practices can show a direction to the world.
The valorous example of Amrita Devi Bishnoi, the legacy talked all over India of Chipko Movement and
Appiko movement, the love and reverence for all animate and inanimate things in Indian spirituality
is unparalleled in the world only exception being secluded and small tribal societies. Indians have been
reverencing their water bodies, their trees, their mountains, rocks, pets, pebbles and wildlife since
eternity. With the exception of modern era or prior to the gross exploitation unleashed by industrial
revolution, Indians had always utilized their natural resources in a sensible manner.
Keywords: Climate Change, Ethical, Society, Preservation, Responsible, Leadership
Introduction
Indian civilisation made use of nature even as they
took efforts to replenish it. Some of the natural
bounty was completely reserved as in case of
sacred groves. A traditional means of biodiversity
conservation, these groves can be considered the
ancient equivalent of natural sanctuaries where
all forms of living creatures are given protection
by a deity. No one is permitted to cut any tree or
plant, kill animals and birds, or harm any form
Research Reinforcement Vol. 4, Issue 1 May 2016 - Oct. 2016 81
of life in this area. Ancient Indian texts have
many references to sacred groves, for example,
Kalidaasa’s Vikramorvawsiyam3. It should be
clear to all the stakeholders that the issue of
environment, personal responsibility and human
society are congenitally joined. Rather they are
congenital twins. If there were to be any human
society in future then each and every human
being irrespective of her caste, class, region,
creed, language or nationality should behave
responsibly and thus ethically towards nature
and its bounty. How, how much, when and why
we utilize our environmental resources will go
a long way in tackling the major issues related
to our earth and its link with human society.
Gauging of our carbon footprint constantly is the
key. The content analysis of the secondary data
has been done.
The Indian fascination and reverence for all
things nature that is all animate and inanimate
objects have no parallel around the world.
However, the issues of global warming and
climate change and resultantly the degradation
of global environment and various other ills
related to it have affected Indians as much as it
has any other nation if not more. Indians have
been aggressors and victims at the same time
just like everybody else. The question is where
have we gone wrong? Traditional Indian values
especially the spiritual Indian heritage have
always seen man hand in hand with nature. So
much and so that traditional Jain philosophy
forbids even agriculture lest there be loss of
insects and weeds. All major events related to
Buddh took place in the lap of nature; his birth in a
garden at Lumbini, his attainment of Boddhi under
a peepal tree, his first sermon again in a garden and
Mahaparinirvan between two Saal trees in a grove.
No wonder Buddh instructed all not to harm any
living being. His choice of all pathbreaking events
in his life led him to nature. Similarly, all the Rigved
Dev are related to natural phenomena, Indra, Agni,
Marut, Varun, Usha4 and so on.
The thing is there is leadership void. When all
the governments around the world only seem
concerned about ever rising GDP, the environment
is bound to be affected adversely. Because ever
82
increasing GDP figures require ever increasing
production and consumption. Another question
arises can’t there be ever increasing production
without affecting the environment adversely?
It is a big research question. However, common
sense would say the way artificial demands or
tastes are created by marketing and branding
experts, the benefits of clean technology would
be negligible. As there is no free lunch in nature
or elsewhere. If there is a cause, there is bound to
be some impact.
In Delhi, it was believed that after Metro roll out,
congestion and pollution would decrease but
there hasn’t been remarkable positive change
on these aspects. In spite of the fact that roads
are constantly being widened in Delhi. People
have continued to ply their private vehicles. The
in thing is being American, live like an American
and consume like an American. One has iphone
6s but one is still tempted to go for iphone
7plus. All human progress is being measured on
the fact whether we have the better, the bigger,
more expansive products than before or not
irrespective of the utility, cost benefit analysis and
more importantly its impact on the environment
The concern is not whether it adds up to a good
life or good society where citizens are aware of
their actions and its impact on environment. That
is nobody’s business. Heads of the government
around the world talk of lofty, noble ideas related
to climate catastrophe but on the other hand, in
the same breath, adopt policies which will go to
create problems for the environment in domestic
sphere. Here the traditional Indian way of life
where human society and nature have always
been two sides of the same coin, where both have
sustained and nourished each other can come
handy. Here three notable cases are being cited.
First is the sacrifice of Amrita Devi Bishnoi who
had laid down her life in 1730-31 in Khejardli
village of Jodhpur district of Rajasthan while
protesting the felling of very useful Khejri trees.
She along with her three daughters and hundreds
of villagers hugged trees and died while
protecting the trees. It was a party of Maharaja
Abhay Singh, Ruler of Marwar state who wanted
Research Reinforcement> Vol. 4, Issue 1 May 2016 - Oct. 2016
to fell green Khejri trees to burn lime for the
construction of his new palace. Since there was
a lot of greenery in the Bishnoi villages even in
the middle of Thar Desert, the king ordered his
men to get the woods from Khejri trees. Almost
every part of tree is edible and full of benefits to
Rajasthani community. Amrita Devi protested
against King›s men attempting to fell green
trees as it was prohibited in Bishnoi religion.
The malevolent feudal party told her that if she
wanted the trees to be spared, she should bribe
them. She turned down this demand and told
them that she would consider it as an act of
ignominy and insult to her religious faith. She
said that she would rather give away her life to
save the green trees. It is at that stage she spoke
these words: «Sar sāntey rūkh rahe to bhī sasto
jān” that is if a tree is saved even at the cost of
one›s head, it›s worth it. Saying these words,
she offered her head! The axes, which were
brought to cut the trees, severed her head. Her
three daughters Asu, Ratni and Bhagu were not
daunted and were similarly slain by the sepoys
of the raja. This was the exemplary courage and
sacrifice of an Indian woman way back in 18th
century. It is said 363 people sacrificed their lives
in this first chipko movement probably in the
world to save the tree! It has no parallel.
Today there is Amrita Devi Bishnoi award for
protecting wildlife and showing exemplary
courage. This award is given for significant
contribution in the field of wildlife protection,
which is recognised as having shown exemplary
courage or having done exemplary work for
the protection of wildlife. Chipko movement in
Uttarakhand in 1970s and Appiko movement in
Western Ghats in North Karnataka in 1980s were
also campaign to save trees by hugging them.
These ushered in environmental agitation and
activism in modern India in 20th century.
Sociocultural values of India have put nature and
its bounty that is all living beings at the heart of
human compassion. Jainism forbids even practice
of agriculture lest insects, weeds or rodents be
killed. All major events related with life of Buddh
had natural setting that is where he was born
and where he attained mahaparinirvan. All Vedic
gods symbolized natural phenomena or forces
for instance Indra is the god of rain and thunder
and Varun that of water and Agni. All Rigvedic
hyms relate to their worship. Indians have been
worshipping their rivers, oceans, forests, rocks,
mountains, serpents, planets, trees, pebbles and
plants since eternity. So Indians have it in them.
The issue of climate change, global warming and
environmental degradation can’t be resolved
unless each and every individual keeps a check
on her consumption and behaves responsibly
and thus ethically. The issue of carbon footprint
needs to be popularized. The way artificial needs,
tastes, preferences and demands are created by
branding and marketing experts should be made
aware to public.
This requires an understanding of the target
consumer and what we call a “branded proposition” that offered not only functional but also
emotional value. Over time, the emotional value
would create a buffer against functional parity.
As long as the brand was perceived to offer
superior value to its competitors, the company
offering the brand could charge a little more for
its products. If this brand “bonus” was bigger
than the cost of building a brand (the additional
staff and often advertising costs), the company
came out ahead5. Thus, the actual differences in
quality of products vis-a-vis other products or
price differentials are not substantial. In other
words, there are no earthshaking functional
differences in brands which we pursue and try to
acquire, for instance the craze for apple products.
Traditional Indian wisdom would say something
like this:
Thoughts become words6
Words become actions
Actions become habits
Habits become character
Character becomes destiny
However for the advertising, marketing and
branding juggernauts the mantra today could be:
Thoughts become words
Words become actions
Research Reinforcement Vol. 4, Issue 1 May 2016 - Oct. 2016 83
Actions become behaviour
Behaviour becomes culture
Culture becomes brand
How companies peddle their products and brand
them is important factor in demand creation.
And crucially it is linked to environmental
degradation. The usual props used by branding
experts are emotions, family, family values, happy
times, recognition, exclusiveness, love, crafted
especially for you, holier than thou approach,
relations between the product and you, better
than the best quality, trust, all other products or
brands are merely thugs, who have no genuine
concern for you except interest in your money
and so on and so forth. Awareness about such
props or gimmicks is not known to general public
and it should be the duty of the government
to expose branding, marketing or any other
strategy employed by the big companies to
create ever more demand or taste for their
wares. The point is whether consumption we
indulge in is the real need or demand or craving
created by marketing and branding experts.
Conspicuous consumption has become norm it is
no longer an elite phenomenon. Everybody does
it or at least tries to do. Time has come to ask
ourselves whether we are willing to act ethically,
responsibly towards environment or not. How
the community of research scholars reaches a
seminar hall for instance whether through public
transport mode say metro or through their
private cars goes a long in proving whether we
are serious about sustainable development or
not. It is regardless of the fact whether the theme
of the seminar is related to global warming,
climate change or sustainable development or
not. Ethical environmental consciousness should
now be permanently etched in our mind. And
we must act responsibly all the time and keep
asking whether we are acting ethically towards
the mother earth. Shouldn’t our stomach wrench
when we see a single person driving a gas guzzling
big SUV? Modi government did a good thing by
bringing in market determined petroleum prices.
84
Earlier the rich drove their private vehicles on
subsidized petroleum. It was a grave travesty of
justice.
It is our sense of discrimination alone when
it comes to serious environmental issues and
how and what natural resources and in which
quantity, volume or frequency we use them that
alone can save the situation for us humans. For
instance if someone’s house is naturally well lit
and has good ventilation, then, one can afford
not to use electric light and fans as much as the
person whose house is not similarly well built.
Another change in behavior could be for a radius
of up to say one or two km, one decides not to
use any fossil fuel powered vehicle. Of course
use of renewable sources like solar water solar
heaters, lights and so on are welcome but their
installation burns a hole in one’s pockets. They
are still not affordable for many. Cheaper or
recycled alternatives should be made available.
Three Rs are a must that is reducing, recyclying
and reusing. The concept of common but
differentiated responsibility when it comes to
saving the environment at global level, insisted
upon by Modi7 government should be adhered to
by all countries. Here Gandhi ji’s words which are
cliché but still ring true should be able to sum up
this paper, there is enough for everybody’s needs
but not for anybody’s greed.
References
1.
2.
3.
4.
5.
6.
7.
http://na.unep.net/geas/archive/pdfs/geas_
jun_12_carrying_capacity.pdf
https://en.wikipedia.org/wiki/Khejarli
http://edugreen.teri.res.in/explore/forestry/
groves.htm
http://www.sacred-texts.com/hin/hmvp/
hmvp06.htm
http://www.theatlantic.com/business/archive/2011/10/how-brands-were-born-a-briefhistory-of-modern-marketing/246012/
https://neilcrofts.wordpress.
com/2012/03/05/how-brands-are-created/
https://www.ft.com/content/929d0924-968e11e5-9228-87e603d47bdc
Research Reinforcement> Vol. 4, Issue 1 May 2016 - Oct. 2016
Personal Responsibility
Harish Kumar
Research Scholar
Department of Political Science, University of Rajasthan, Jaipur (Raj.)
Abstract
It would be perfectly alright to say that the environment protection, personal responsibility and survival
of the society are all intertwined. Every society is dependent on natural resources for its very survival.
Thus not only protection of environment but also its thriving should be the sine qua non. Our surrounding
environment or the nature doesn’t have unlimited strength to suffer the encroachment of the human
society. Before 1950 no one on Earth had lived through a doubling of the human population but now
some people have experienced a tripling in their lifetime. So many people now inhabit the planet with
so much impact that scientists have coined a new word to describe our time, the Anthropocene Epoch.
Unlike previous epochs, where various natural regimes of geological processes defined the time periods,
the Anthropocene is named for escalating human influence on the environment. The release of CO2 into
the atmosphere is beginning to alter the global climate. Species are going extinct at a rate 100 to 1000
times above the natural rate. The scale of human appropriation of the products of photosynthesis—the
most fundamental process of the biosphere—has reached around one-quarter to one-third of all global
Net Primary Production (We have become a major “global geophysical force1”. The clamour for ever
greater production and resultantly the ever greater craving to consume is the root cause of the ills
from which our environment is suffering. Every government around the world is perpetually fascinated
by ever rising industrial indices alone; every government around the world only seems talking about
the GDP figures and how to ever prop it up. Is it really possible that we will ever be able to meet our
environmental obligations just by addressing the ill effects of climate change, global warming and by
overlooking the root cause of the issue in our hearts and minds?It is quite clear that resource utilization
has to be prudential and traditional Indian knowledge and practices can show a direction to the world.
The valorous example of Amrita Devi Bishnoi, the legacy talked all over India of Chipko Movement and
Appiko movement, the love and reverence for all animate and inanimate things in Indian spirituality
is unparalleled in the world only exception being secluded and small tribal societies. Indians have been
reverencing their water bodies, their trees, their mountains, rocks, pets, pebbles and wildlife since
eternity. With the exception of modern era or prior to the gross exploitation unleashed by industrial
revolution, Indians had always utilized their natural resources in a sensible manner.
Keywords: Climate Change, Ethical, Society, Preservation, Responsible, Leadership
Introduction
Indian civilisation made use of nature even as they
took efforts to replenish it. Some of the natural
bounty was completely reserved as in case of
sacred groves. A traditional means of biodiversity
conservation, these groves can be considered the
ancient equivalent of natural sanctuaries where
all forms of living creatures are given protection
by a deity. No one is permitted to cut any tree or
plant, kill animals and birds, or harm any form
Research Reinforcement Vol. 4, Issue 1 May 2016 - Oct. 2016 81
of life in this area. Ancient Indian texts have
many references to sacred groves, for example,
Kalidaasa’s Vikramorvawsiyam3. It should be
clear to all the stakeholders that the issue of
environment, personal responsibility and human
society are congenitally joined. Rather they are
congenital twins. If there were to be any human
society in future then each and every human
being irrespective of her caste, class, region,
creed, language or nationality should behave
responsibly and thus ethically towards nature
and its bounty. How, how much, when and why
we utilize our environmental resources will go
a long way in tackling the major issues related
to our earth and its link with human society.
Gauging of our carbon footprint constantly is the
key. The content analysis of the secondary data
has been done.
The Indian fascination and reverence for all
things nature that is all animate and inanimate
objects have no parallel around the world.
However, the issues of global warming and
climate change and resultantly the degradation
of global environment and various other ills
related to it have affected Indians as much as it
has any other nation if not more. Indians have
been aggressors and victims at the same time
just like everybody else. The question is where
have we gone wrong? Traditional Indian values
especially the spiritual Indian heritage have
always seen man hand in hand with nature. So
much and so that traditional Jain philosophy
forbids even agriculture lest there be loss of
insects and weeds. All major events related to
Buddh took place in the lap of nature; his birth in a
garden at Lumbini, his attainment of Boddhi under
a peepal tree, his first sermon again in a garden and
Mahaparinirvan between two Saal trees in a grove.
No wonder Buddh instructed all not to harm any
living being. His choice of all pathbreaking events
in his life led him to nature. Similarly, all the Rigved
Dev are related to natural phenomena, Indra, Agni,
Marut, Varun, Usha4 and so on.
The thing is there is leadership void. When all
the governments around the world only seem
concerned about ever rising GDP, the environment
is bound to be affected adversely. Because ever
82
increasing GDP figures require ever increasing
production and consumption. Another question
arises can’t there be ever increasing production
without affecting the environment adversely?
It is a big research question. However, common
sense would say the way artificial demands or
tastes are created by marketing and branding
experts, the benefits of clean technology would
be negligible. As there is no free lunch in nature
or elsewhere. If there is a cause, there is bound to
be some impact.
In Delhi, it was believed that after Metro roll out,
congestion and pollution would decrease but
there hasn’t been remarkable positive change
on these aspects. In spite of the fact that roads
are constantly being widened in Delhi. People
have continued to ply their private vehicles. The
in thing is being American, live like an American
and consume like an American. One has iphone
6s but one is still tempted to go for iphone
7plus. All human progress is being measured on
the fact whether we have the better, the bigger,
more expansive products than before or not
irrespective of the utility, cost benefit analysis and
more importantly its impact on the environment
The concern is not whether it adds up to a good
life or good society where citizens are aware of
their actions and its impact on environment. That
is nobody’s business. Heads of the government
around the world talk of lofty, noble ideas related
to climate catastrophe but on the other hand, in
the same breath, adopt policies which will go to
create problems for the environment in domestic
sphere. Here the traditional Indian way of life
where human society and nature have always
been two sides of the same coin, where both have
sustained and nourished each other can come
handy. Here three notable cases are being cited.
First is the sacrifice of Amrita Devi Bishnoi who
had laid down her life in 1730-31 in Khejardli
village of Jodhpur district of Rajasthan while
protesting the felling of very useful Khejri trees.
She along with her three daughters and hundreds
of villagers hugged trees and died while
protecting the trees. It was a party of Maharaja
Abhay Singh, Ruler of Marwar state who wanted
Research Reinforcement> Vol. 4, Issue 1 May 2016 - Oct. 2016
to fell green Khejri trees to burn lime for the
construction of his new palace. Since there was
a lot of greenery in the Bishnoi villages even in
the middle of Thar Desert, the king ordered his
men to get the woods from Khejri trees. Almost
every part of tree is edible and full of benefits to
Rajasthani community. Amrita Devi protested
against King›s men attempting to fell green
trees as it was prohibited in Bishnoi religion.
The malevolent feudal party told her that if she
wanted the trees to be spared, she should bribe
them. She turned down this demand and told
them that she would consider it as an act of
ignominy and insult to her religious faith. She
said that she would rather give away her life to
save the green trees. It is at that stage she spoke
these words: «Sar sāntey rūkh rahe to bhī sasto
jān” that is if a tree is saved even at the cost of
one›s head, it›s worth it. Saying these words,
she offered her head! The axes, which were
brought to cut the trees, severed her head. Her
three daughters Asu, Ratni and Bhagu were not
daunted and were similarly slain by the sepoys
of the raja. This was the exemplary courage and
sacrifice of an Indian woman way back in 18th
century. It is said 363 people sacrificed their lives
in this first chipko movement probably in the
world to save the tree! It has no parallel.
Today there is Amrita Devi Bishnoi award for
protecting wildlife and showing exemplary
courage. This award is given for significant
contribution in the field of wildlife protection,
which is recognised as having shown exemplary
courage or having done exemplary work for
the protection of wildlife. Chipko movement in
Uttarakhand in 1970s and Appiko movement in
Western Ghats in North Karnataka in 1980s were
also campaign to save trees by hugging them.
These ushered in environmental agitation and
activism in modern India in 20th century.
Sociocultural values of India have put nature and
its bounty that is all living beings at the heart of
human compassion. Jainism forbids even practice
of agriculture lest insects, weeds or rodents be
killed. All major events related with life of Buddh
had natural setting that is where he was born
and where he attained mahaparinirvan. All Vedic
gods symbolized natural phenomena or forces
for instance Indra is the god of rain and thunder
and Varun that of water and Agni. All Rigvedic
hyms relate to their worship. Indians have been
worshipping their rivers, oceans, forests, rocks,
mountains, serpents, planets, trees, pebbles and
plants since eternity. So Indians have it in them.
The issue of climate change, global warming and
environmental degradation can’t be resolved
unless each and every individual keeps a check
on her consumption and behaves responsibly
and thus ethically. The issue of carbon footprint
needs to be popularized. The way artificial needs,
tastes, preferences and demands are created by
branding and marketing experts should be made
aware to public.
This requires an understanding of the target
consumer and what we call a “branded proposition” that offered not only functional but also
emotional value. Over time, the emotional value
would create a buffer against functional parity.
As long as the brand was perceived to offer
superior value to its competitors, the company
offering the brand could charge a little more for
its products. If this brand “bonus” was bigger
than the cost of building a brand (the additional
staff and often advertising costs), the company
came out ahead5. Thus, the actual differences in
quality of products vis-a-vis other products or
price differentials are not substantial. In other
words, there are no earthshaking functional
differences in brands which we pursue and try to
acquire, for instance the craze for apple products.
Traditional Indian wisdom would say something
like this:
Thoughts become words6
Words become actions
Actions become habits
Habits become character
Character becomes destiny
However for the advertising, marketing and
branding juggernauts the mantra today could be:
Thoughts become words
Words become actions
Research Reinforcement Vol. 4, Issue 1 May 2016 - Oct. 2016 83
Actions become behaviour
Behaviour becomes culture
Culture becomes brand
How companies peddle their products and brand
them is important factor in demand creation.
And crucially it is linked to environmental
degradation. The usual props used by branding
experts are emotions, family, family values, happy
times, recognition, exclusiveness, love, crafted
especially for you, holier than thou approach,
relations between the product and you, better
than the best quality, trust, all other products or
brands are merely thugs, who have no genuine
concern for you except interest in your money
and so on and so forth. Awareness about such
props or gimmicks is not known to general public
and it should be the duty of the government
to expose branding, marketing or any other
strategy employed by the big companies to
create ever more demand or taste for their
wares. The point is whether consumption we
indulge in is the real need or demand or craving
created by marketing and branding experts.
Conspicuous consumption has become norm it is
no longer an elite phenomenon. Everybody does
it or at least tries to do. Time has come to ask
ourselves whether we are willing to act ethically,
responsibly towards environment or not. How
the community of research scholars reaches a
seminar hall for instance whether through public
transport mode say metro or through their
private cars goes a long in proving whether we
are serious about sustainable development or
not. It is regardless of the fact whether the theme
of the seminar is related to global warming,
climate change or sustainable development or
not. Ethical environmental consciousness should
now be permanently etched in our mind. And
we must act responsibly all the time and keep
asking whether we are acting ethically towards
the mother earth. Shouldn’t our stomach wrench
when we see a single person driving a gas guzzling
big SUV? Modi government did a good thing by
bringing in market determined petroleum prices.
84
Earlier the rich drove their private vehicles on
subsidized petroleum. It was a grave travesty of
justice.
It is our sense of discrimination alone when
it comes to serious environmental issues and
how and what natural resources and in which
quantity, volume or frequency we use them that
alone can save the situation for us humans. For
instance if someone’s house is naturally well lit
and has good ventilation, then, one can afford
not to use electric light and fans as much as the
person whose house is not similarly well built.
Another change in behavior could be for a radius
of up to say one or two km, one decides not to
use any fossil fuel powered vehicle. Of course
use of renewable sources like solar water solar
heaters, lights and so on are welcome but their
installation burns a hole in one’s pockets. They
are still not affordable for many. Cheaper or
recycled alternatives should be made available.
Three Rs are a must that is reducing, recyclying
and reusing. The concept of common but
differentiated responsibility when it comes to
saving the environment at global level, insisted
upon by Modi7 government should be adhered to
by all countries. Here Gandhi ji’s words which are
cliché but still ring true should be able to sum up
this paper, there is enough for everybody’s needs
but not for anybody’s greed.
References
1.
2.
3.
4.
5.
6.
7.
http://na.unep.net/geas/archive/pdfs/geas_
jun_12_carrying_capacity.pdf
https://en.wikipedia.org/wiki/Khejarli
http://edugreen.teri.res.in/explore/forestry/
groves.htm
http://www.sacred-texts.com/hin/hmvp/
hmvp06.htm
http://www.theatlantic.com/business/archive/2011/10/how-brands-were-born-a-briefhistory-of-modern-marketing/246012/
https://neilcrofts.wordpress.
com/2012/03/05/how-brands-are-created/
https://www.ft.com/content/929d0924-968e11e5-9228-87e603d47bdc
Research Reinforcement> Vol. 4, Issue 1 May 2016 - Oct. 2016