Emotional Marketing and Corporate Social Responsibility: Matching the Unmatchable? - Business Guardian
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Emotional Marketing and Corporate Social Responsibility: Matching the Unmatchable?

This paper combs the relationship between emotional marketing, CSR, and consumers from the following aspects. First, it focuses on the impact of CSR as an essential means of emotional marketing on consumers’ psychology, emotion, identity, value judgment, and decisionmaking, that is, combing the impact relationship between CSR and emotional marketing from the perspective of perception and response.

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 n the digital era, big data can strengthen the awareness of corporate social responsibility (CSR) and make CSR more transparent to consumers. While huge information keeps on extending the business change of undertakings, it is also a process of constantly understanding consumption and public expectations. In this cycle, the mental design of ventures is continually changed, presently not just seeking after execution yet continually understanding the assumptions for clients and society to keep up with execution. Through broad communications, corporate media, and different stages, CSR is more straightforward to influence consumers’ feelings. By reviewing the theory of emotional marketing and related research, this paper focuses on the different emotional ties between CSR and consumers and their different effects on consumers. This paper further emphasizes the profound significance of emotional marketing theory for understanding CSR in the era of big data.

In addition, this paper also calls for more research based on big data technology, broken down by consumer needs – more specific attention to the different impacts of CSR on different consumers. In the time of portable Web and web media, each move of a venture, as long as it disregards public social request, will be enhanced by netizens and may explode the organization immediately. Subsequently, right now, crisis management ought to be “ex bet administration,” so irregular negative data can be seen in time: let the potential crisis in the beginning phase get an early admonition; let the pattern of popular assessment get knowledge; and make the reaction of endeavors more logical and precise. In addition to fully mastering public opinion big data and establishing analysis models, enterprises must also have a sound sense of social responsibility.

While seeking after economic interests and development, endeavors shouldn’t just acquire knowledge into clients through large information yet additionally focus on the emotional requirements of consumers and the standard worth of the general population. For general enterprises, big data can strengthen the awareness of CSR. The ceaseless developing of business change through enormous information is additionally the course of continually grasping utilization and public expectations. In this cycle, the mental construction of undertakings is continually changed, not exclusively to seek after execution yet additionally to continually understand the expectations for clients and society to keep up with execution. Ventures with a high feeling of social responsibility will actually want to draw in consumers and win market share for quite a while. CSR is as of now not a corona joined to business interests or a detached reaction to outer expectations however the center part of corporate seriousness and the drawn outobjective of dynamic pursuit.

There are difficulties in in operating a strategic planning process that is arranged in an unsure, unstable, and dynamic business climate. It requires a coordinated association between the interorganizational actors and other stakeholders. Social media is the integrator of assets and CSR assists with building connections, going about as a reinforcer of trust. López-Fernández and Silva (2021) dissected the huge information recovered from Twitter connected with five firms that have begun to be socially mindful yet presently can’t seem to get partners’ authenticity conceded by the commitment to corporate social responsibility. The article adds to the comprehension and impacts of firm elements in corporate social responsibility or scarcity in that department, on social systems administration destinations through huge information examination. Information about CSR practices and partners’ viewpoints can be gotten utilizing enormous information to dissect CSR data about the organizations on internet based social organizations.

These findings have benefits for the stakeholders, who will be able to know the CSR practices of a firm in a more objective way, and for the firm, which will be able to improve its CSR performance and communication strategy, as well as the stakeholder engagement. Organizations progressively perceive the significance of conveying CSR incorporating their commitment with workers, the local area, the climate, and other partner gatherings to draw in candidates. Emotional marketing is a marketing strategy that properly prepares the general human emotions in the process of marketing activities in order to upgrade the brand and items to have more reverberation with consumers.

All marketing exercises that can draw in, use and animate consumers’ positive feelings have a place with emotional marketing. The idea of socially dependable marketing is some of the time seen as an augmentation of CSR. Perceiving that CSR exercises will influence different partners, including partners, CSR is advanced as a plan of action to assist the organization with directing self-guideline. As of now, large information innovation not just advances the scale and fame of undertakings yet in addition makes the picture of CSR more straightforward. Consequently, CSR has drawn in increasingly more consideration from consumers. It appears to be that CSR doesn’t straightforwardly influence the “cost” and “item” worried by consumers, however brain science and conduct make sense of this peculiarity through emotional marketing hypothesis. Emotional marketing points out that feelings build a bridge between CSR and consumers.

This paper will first trace back to the interpretation of emotional marketing theory on CSR and consumer relationships in the following part. As per the hypothesis of emotional marketing, CSR is a piece of emotional marketing. CSR interfaces with consumers through their particular feelings. In light of “emotions,” this paper partitions the current decentralized CSR – emotional marketing hypothesis into appreciation and personality and further talks about the particular connection between social responsibility and emotional marketing. This paper combs the relationship between emotional marketing, CSR, and consumers from the following aspects. First, it focuses on the impact of CSR as an essential means of emotional marketing on consumers’ psychology, emotion, identity, value judgment, and decision-making, that is, combing the impact relationship between CSR and emotional marketing from the perspective of perception and response.

CORPORATE SOCIAL RESPONSIBILITY AND EMOTIONAL MARKETING – PERCEPTION AND RESPONSE: The significance of emotional marketing for CSR is to connect “CSR” and “consumers,” and make “CSR” a factor of marketing. Emotional marketing studies how to stimulate people’s emotions and urge them to buy specific products/services. Further, emotion is a psychological and physiological state related to a variety of feelings, thoughts, and internal (physical) or external (social) behaviors. Human emotion and cognition are closely linked. In this way, emotion is significant in social behavior. It can stimulate cognitive processes and formulate strategies. Recent research shows that purchase choices and decisions as social actions result from careful analysis of rationality and emotion. Besides, the psychological literature recognizes that emotional status affects every decision-making stage in the purchase process, so emotion plays a crucial role in any social or business decision-making. Customers’ purchase decisions are driven by two needs: the functional needs satisfied byproduct functions and the emotional needs related to the psychological aspects of product ownership. Especially in a saturated market, consumer desire is more important than the traditional factors that determine the marketing results, such as demand and supply. In this case, mentality, emotion, and compassion dominate.In addition to quality and price, consumers also need trust, love, and dreams (intangible factors).

Therefore, with the emergence of the principle of consumer pleasure, emotion becomes more and more critical. Therefore, these products should have the functions that consumers need and release the feelings that consumers need. Some brands’ emotional marketing strategies apply this strategy: consumer-centered, relational, and storytelling, to establish a deep and lasting emotional bond between consumers and brands. Therefore, when consumers are emotional about CSR behavior, emotional marketing connects “CSR” and “consumers.” Corporate social responsibility is indispensable for emotional marketing. CSR can provide consumers with three forms of value: emotional value, social value, and functional value, and each of them will enhance or reduce the overall value proposition of consumers. Wisker et al. (2019) analyzed Airbnb, a big data e-commerce platform, and showed that the owner’s CSR information affects the purchase intention. Consumers prefer socially responsible owners. The reason is that companies practicing CSR can improve their reputation so as to attract and retain customers in the long term to improve the company’s performance. On the one hand, CSR can be used as an effective emotional marketing tool to compete and maintain a competitive advantage in the current rapidly changing and highly competitive environment.

Positive moral emotions and attitudes play an intermediary role in influencing CSR behavior on brand advocacy behavior. In this case, a solid corporate image brings emotional and functional benefits because it helps customers become more attached to the company, thus creating a sense of attachment and emotional bonds. Example. If a university ranks high in the university ranking, its stakeholders will identify it as a leading institution in the field. Students or parents who think the university is good through the university ranking will have a more positive feeling about the institution, such as learning one of the projects more confidently and actively. Similarly, 2019 coronavirus disease research to solve the problems of their local communities, provide financial assistance to students during the COVID-19 epidemic, or work with volunteer programs, which can create emotional connections with their stakeholders. Therefore, in the context of higher education, when stakeholders believe that higher education has a strong corporate image, they will have an emotional attachment to the institution. On the other hand, CSR is a new and growing financial risk factor. If the company is mismanaged, its reputation may be seriously damaged and may directly negatively impact its business and bottom line. A large number of studies have empirically proved that CSR initiatives enhance consumers’ evaluation and recognition of the company. In turn, these mediating factors will affect consumers’ behavior, resulting in positive relationship results, such as loyalty, positive word-of-mouth, and attachment. WAYS • The sustainable survival of the enterprise needs the support of all stakeholders. The enterprise should seek their support and obtain recognition by adjusting its own behavior.

In this process, enterprises will respond to the requirements put forward by various pressure groups and stakeholders and take actions to solve some social problems, that is, social responsibility. It is noteworthy that the corresponding relationship between the contribution of enterprises to social welfare and personal moral values will arouse people’s gratitude to these enterprises. • CSR will gain a positive reputation from consumers and enhance consumers’ expectations of participating in some advocacy behaviors. In the relationship between consumers and enterprises, strengthening enterprises’ efforts to improve consumer welfare, such as charity activities to produce gratitude, leads to the enhancement of consumers’ commitment to enterprises in the form of reciprocal behavior based on gratitude. • CSR seems to be an almost perfect tool; If done well, it can form a strong and lasting identity-based bond between important stakeholders in all walks of life and the company. More importantly, through internal communication and involving employees in CSR activities, managers will successfully promote the consistency between the corporate identity perceived by external stakeholders (i.e., corporate reputation) and internal stakeholders. CONCLUSION Taken together, a little writing survey permits us to grasp the compelling connection between CSR, emotional marketing, and consumer psychology from another crossing point. Before, CSR and marketing were two separate components, and most CSR was seldom seen straight by consumers. Be that as it may, presently, an ever increasing number of organizations are stepping up to the plate and satisfy CSR while likewise involving it as a successful method for emotional marketing. CSR is a significant piece of emotional marketing hypothesis and consumer brain science can more readily associate the two. With the improvement of large information stages, CSR will be more significant. From one viewpoint, large information has expanded CSR openness among consumers. Monstrous information describe large information. These days, numerous media gather information through large information. CSR is no exemption – when the media shows different CSR of endeavors before consumers through large information, ventures need to think about their social picture. Then again, it additionally assists endeavors with gathering consumers’ criticism on CSR. On the other hand, it also helps enterprises collect consumers’ feedback on CSR. With big data, enterprises can collect more consumers’ feedback on enterprise CSR and more accurately match different consumers’ feedback on CSR more conveniently. Individuals might see the value in CSR, yet at the same the particular “which consumer” will appreciate “which CSR” should be additionally considered.

 

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Policy&Politics

Election Commission declares 253 RUPPs as inactive, bars them from availing benefits of the Symbol Order, 1968

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Election Commission declares 253 RUPPs as inactive, bars them from availing benefits of the Symbol Order, 1968

Additional 86 Non-existent RUPPs shall be deleted from the list and benefits under the Symbols Order (1968) withdrawnAction against these 339 (86+253) non-compliant. RUPPs takes the tally to 537 defaulting RUPPs since May 25, 2022

In continuation of the earlier action initiated on May 25, 2022 for enforcing due compliances by Registered Unrecognized Political Parties (RUPPs), the Election Commission of India led by Chief Election Commissioner, Shri Rajiv Kumar and Election Commissioner Shri Anup Chandra Pandey today further delisted 86 non-existent RUPPs and declared additional 253 as ‘Inactive RUPPs’. This action against 339 non-compliant RUPPs takes the tally to 537 defaulting RUPPs since May 25, 2022.

As per statutory requirements under section 29A of the RP Act, every political party has to communicate any change in its name, head office, office bearers, address, PAN to the Commission without delay. 86 RUPPs have been found to be non-existent either after a physical verification carried out by the respective Chief Electoral Officers of concerned States/UTs or based on report of undelivered letters/notices from Postal Authority sent to the registered address of concerned RUPP. It may be recalled that ECI had delisted 87 RUPPs and 111 RUPPs vide orders dated May 25, 2022 and June 20, 2022, thus totalling the number of delisted RUPPs to 284.

This decision against 253 non-compliant RUPPs has been taken based on reports received from Chief Electoral Officers of seven states namely Bihar, Delhi, Karnataka, Maharashtra, Tamil Nadu, Telangana & Uttar Pradesh. These 253 RUPPs have been declared inactive, as they have not responded to the letter/notice delivered to them and have not contested a single election either to the General Assembly of a State or the Parliament Election 2014 & 2019. These RUPPs have failed to comply with statutory requirements for more than 16 compliance steps since 2015 and are continuing to default.

It is also noted that of the above 253 parties, 66 RUPPs actually applied for a common symbol as per para 10B of the Symbol’s Order 1968 and did not contest the respective elections. It is pertinent to note that privilege of a common symbol is given to RUPP based upon an undertaking for putting up at least 5 percent of total candidates with regard to said legislative assembly election of a State. Possibility of such parties occupying the available pre-election political space by taking benefits of admissible entitlements without contesting elections cannot be ruled out.

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Coastal clean-up campaign receives a huge response: Dr. Jitendra Singh

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Coastal clean-up campaign receives a huge response: Dr. Jitendra Singh

The 75-day long ongoing Coastal Clean Up Campaign is receiving a huge response from across the sections of society and besides others, Governors, Chief Ministers, Union Ministers, celebrities, film and sports personalities, civil society groups etc. are joining the campaign with overwhelming enthusiasm and pledging their support to the longest and largest beach cleaning campaign in the world titled “Swachh Sagar, Surakshit Sagar”, coordinated by Union Ministry of Earth Sciences with collaboration from all the other Union Ministries, departments as well as governments of the coastal States.

Addressing a press conference today, three days ahead of “International Coastal Clean-up Day” on 17th September, Union Minister of State (Independent Charge) Science & Technology, Minister of State (Independent Charge) Earth Sciences; MoS PMO, Personnel, Public Grievances, Pensions, Atomic Energy and Space, Dr Jitendra Singh said, he will join the campaign at Juhu beach in Mumbai on 17th September and informed that Governor Maharashtra Bhagat Singh Koshiyari, Deputy Chief Minister of Maharashtra Devendra Fadnavis, BJP MP Poonam Mahajan and several personalities as well as NGOs will also join at Juhu.

The Minister also thanked Prime Minister Narendra Modi for his support through social media. The PM has stressed on keeping India’s coasts clean as he praised efforts of volunteers to remove garbage from the Juhu beach in Mumbai. Responding to a video posted by Union Minister Dr Jitendra Singh about the clean-up at the beach, Modi tweeted, “Commendable… I appreciate all those involved in this effort. India is blessed with a long and beautiful coastline and it is important we focus on keeping our coasts clean”. The Minister said, “A cleanathon was organised at Juhu Beach in Mumbai, saw participation in large numbers especially by youngsters and Civil Society.

Dr Jitendra Singh informed that Union Education Minister Dharmendra Pradhan will take a lead in the clean-up campaign at world famous Puri beach, while Pratap Chandra Sarangi, former union minister will be at Chandipur. BJP MP from Hooghly, West Bengal Ms Locket Chatterjee will be at Digha on D-Day. R.K.Mission head will lead the campaign at Bakkhali in southern Bengal.

Chief Minister of Gujarat Bhupendrabhai Patel will be at Porbandar (Madhavpur), while Union Minister of Fisheries, Animal Husbandry and Dairying Parshottam Khodabhai Rupala will join the clean-up operation at Jafrabad, Amreli.

Governor of Goa P. S. Sreedharan Pillai and Chief Minister Pramod Sawant will take part in beach cleaning campaign in South and North Goa beaches on 17th September.

Similarly, Kerala Governor Arif Mohammad Khan will be at Kochi, while MoS External Affairs V. Muraleedharan will be at Kovalam beach at Thiruvananthapuram.

Governor of Karnataka Thawar Chand Gehlot will join the campaign at Panambur beach in Mangalore, while the Governor of Telangana, Dr. Tamilisai Soundararajan will lend her helping hand at Puducherry beach.

Governor of Mizoram Dr. K. Hari Babu will take part in Vizag beach while L. Murugan, Union MoS, Information and Broadcasting will join the event at Chennai

Dr Jitendra Singh informed that the campaign has entered the mode of whole of Government approach plus whole of nation participation.

Dr Jitendra Singh said, apart from active cooperation of Ministries of Environment, Forest and Climate Change, Jal Shakti, Health and Family Welfare, Fisheries, Animal Husbandry and Dairying, External Affairs, Information and Broadcasting, organisations and associations like National Service Scheme (NSS), Indian Coast Guard, National Disaster Management Authority (NDMA), Seema Jagran Manch, SFD, Paryavaran Sanrakshan Gatividhi (PSG), along with other social organizations and educational institutions are participating in the clean-up campaign.

The MPs of coastal states have also pledged full support to the first-of-its-kind and longest running coastal clean-up campaign in the world and they also advised the Ministry of Earth Sciences to undertake a variety of activities by involving local NGOs.

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DASHBOARD TO BE SET UP SOON TO SHARE THE BEST TECH PRACTICES AMONG THE CENTRE & THE STATES: UNION MINISTER JITENDRA SINGH

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DASHBOARD TO BE SET UP SOON TO SHARE THE BEST TECH PRACTICES AMONG THE CENTRE & THE STATES: UNION MINISTER JITENDRA SINGH

Union Minister of State (Independent Charge) Science & Technology; Minister of State (Independent Charge) Earth Sciences; MoS PMO, Personnel, Public Grievances, Pensions, Atomic Energy and Space, Dr Jitendra Singh today announced setting up of a Dashboard to share the best technology practices among the Centre and the States.

Presiding over the concluding session of the two-day “Centre-State Science Conclave” at Science City in Ahmedabad, Dr Jitendra Singh informed that a high level mechanism will be developed by the Department of Science and Technology to monitor and coordinate the follow up action of the conclave. The Minister also asked the States to appoint a Nodal officer in each of the States to coordinate and cooperate with the Special Committee for knowing and sharing the best practices.

Giving the example of heli-borne technology launched from Jodhpur, Rajasthan in October, 2021, Dr Jitendra Singh said, to start with, the States of Rajasthan, Gujarat, Punjab and Haryana were taken up for this latest heli-borne survey.

The Minister pointed out that if the same technology is uploaded on Dashboard, other States may join and share this CSIR technology from source finding to water treatment and thus benefit millions of people across the country.

Dr Jitendra Singh said, it will also positively contribute to Prime Minister Narendra Modi’s “Har Ghar Nal Se Jal” as well as “doubling farmer’s income” goals. He said, the latest state-of-the-art technology is being employed by Council of Scientific & Industrial Research (CSIR) for mapping groundwater sources in arid regions and thus help utilise groundwater for drinking purposes.

The 2-day ‘Centre-State Science Conclave’ was formally inaugurated by Prime Minister Narendra Modi at Science City, Ahmedabad, yesterday. Dr Jitendra Singh expressed satisfaction that important plenary sessions with State S&T Ministers discussed in detail on issues like Agriculture, Innovation for producing portable drinking water including application of technologies like Desalination, Heli borne methods developed by DST, Clean Energy for All including S&T role in Hydrogen mission, Deep Sea Mission of MoES and its relevance for Coastal States/UT, Digital healthcare for All and Synergizing Science with National Education Policy.

A special session with the CEOs of over 100 Start-Ups and industry at the Centre-State Science Conclave’ in Ahmedabad came up with scientific solutions in the field of agriculture, drone, artificial intelligence, biotechnological solutions, single-use plastic alternates, irrigation and digital health amongst others.

Many of the State governments have shown keen interest in some of the technologies and agreed to partner with some of the startups for State-specific technological solutions.

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Floods, economic crisis and political bickerings: A saga of Pakistan’s mismanagement & insensitivity

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Floods, economic crisis and political bickerings: A saga of Pakistan’s mismanagement & insensitivity

The worst floods in several decades have wreaked havoc in Pakistan, one of the most populous countries of South Asia. The floods have touched the country’s 220 million people’s lives directly or indirectly. More than 1,300 people have died with 81 out of 160 districts directly affected by the floods, leaving at least 33 million people homeless.

The heat waves followed by rains and glacial melting has been a global trend this year bringing out the stark reality that despite all talks and conventions, the world community has failed to contain and reverse climatic change. But Pakistan’s case is unique.

Beyond the human losses, the country’s economic managers have the most challenging task ahead as floods ravaged the country’s road and communication network, damaged an incalculable number of houses, and destroyed millions of hectares of crops.

Niaz Murtaza, a political economist, describes present crisis as “a triple whammy”, putting together economic, political and natural. “The poor had been suffering the first two months because of inflation, job loss and political paralysis. Now the floods have pushed millions into ruin,” he said.

Despite this, the political masters are not only busy in bickering and allegations against each other, but have also triggered a blame game on social media as usual, pointing fingers on India for the flood havoc. The bombardment of propaganda, nevertheless, cannot change the reality that Pakistan government and its institutions have utterly failed in fulfilling their duties towards its citizens.

Ludicrous as it is, it cannot absolve the leadership of Pakistan that has failed people in terms of economic mismanagement, entrenched corruption and naked cronyism in the system. Added to these are the wrong policies and priorities of Islamabad which have been instrumental in bringing economic crisis and political instability. The floods have only abetted it.

The natural disaster has struck Pakistan while economy is passing through the difficult phase of multiple challenges including Balance of Payment (BoP) crisis, heavy debt burden and solvency-related issues. The protracted economic crisis is likely to deepen further despite conclusion of talks with the IMF for release of Extended Fund Facility credit.

While Finance Minister Miftah Ismail estimates that the country has incurred a total loss of “at least $10 billion”, independent analysts, including Uzar Younus, Director of the Pakistan Initiative at the Atlantic Council’s South Asia centre and economist Ammar Habib Khan, put the figure between $15-20 billion, and expect it to rise further as information is coming with a great lag.

Existing infrastructure is collapsing with the flooding submerging one-third of the country, pushing 37 per cent of population into poverty. Pakistan is literally and figuratively under deep water, writes Nasir Jamal. It may take a few more months before the damages can be assessed. Even before the flooding, 60 per cent of the population was suffering from hunger, malnutrition and related diseases and the figures are bound to shoot up now.

In view of the mammoth loss, the IMF’s $1.2 billion credit now seems to be a peanut. Pakistan was earlier wounded and now it is bleeding. Floods will exacerbate the economic crisis that had shown initial signs of abating with the IMF deal. Twin deficits, growth prospects and inflationary expectations will be worsening, inflicting misery on the poor. Despite increasing gravity of the situation, saving people’s life and livelihood have not still become the priorities among the political class who are revealing in an ugly slugfest.

The real cost of the natural calamity is being borne by millions of poor kids, pregnant women, elderly and sick persons crowded under the open sky or tents, prone to hunger, diseases and insecurity as they wait for aid. It will be weeks before many can even return to their villages as the land drains and dries. It will take months, even years, to recover from the loss of housing, animals, crops and cultivable land.

Covid-19 had only disrupted economic exchange without damaging the economic base. But the flood has destroyed crops, land, animals, bridges, etc. negatively impacting deeper on the poor and the economy. And the insensitive political class in Pakistan is still deeply engrossed in political maneuver and cunning tricks against each other rather than presenting a united face at the time of calamity. That is the character of Pakistan’s politics.

In view of the contribution of agriculture to the extent of one fourth of the GDP, the country would have to face major revenue loss due to crop losses. As per the UN Food and Agriculture Organization’s August 29 report, almost 80 per cent of crops in Sindh, which produces roughly 30% of Pakistan’s cotton output, were destroyed.

Close to 70 per cent of Pakistan’s textile industry, an important source of employment and foreign exchange, uses the cotton produced in the country. Floods are likely to cause severe shortage of cotton, said Abdul Rahim Nasir, Chairman of the All Pakistan Textile Mills Association. He added that instead of earlier average import of cotton estimated at about 4 million bales, Pakistan would now need to import just the double of that figure, at a potential cost of $3 billion.

Shahrukh Wani, an Oxford economist, says the flood will make it terribly difficult for the government to reduce the trade deficit because while the country will need to import food to “compensate” for lost crops, the textile sector will find itself struggling due to “potential shortage” of cotton crop.

The biting inflation which rose to 25% in the month of July from a year earlier, the highest since May 1975, is taking its own toll on the living conditions of masses. The flooding would further push up the inflation and accentuate the scarcity of even essentials.

Amreen Soorani, Head of Research at JS Global Capital Ltd, said that “the main concern from the floods is the impact on inflation”. Even the IMF warned that the runaway inflation could trigger protests and instability.

Islamabad secured funds from the IMF for immediate bailout of the economy from the saturating forex crisis. However, the problems would be far from over for Islamabad. As the advanced countries are focused more on the impact of Ukraine-Russia war and trying to cope with recessionary pressures while some of the development partners including Middle Eastern countries and China are down with donor fatigue, Islamabad has scant probability to get any major international relief.

For now, the immediate challenge that government will face is to fulfil the conditions of raising taxes and applying austerity measures as part of its agreement with the IMF for its bailout package. This might turn out a politically unpopular move and could flare up the political bickering. The condition is rife for mass protests in view of increasing cost of living for many months now, which opposition could take advantage of. Anger is rising across Pakistan over the slow pace of government relief efforts.

The catastrophic floods have put a downward pressure on growth prospectus. Initial estimates suggest that the economic growth rate may slow down to just 2 per cent. Prime Minister Shehbaz Sharif has said that the recent floods caused more damage than the 2010 calamity wherein the economic losses had been estimated at $9.7 billion. The floods have already caused supply chain-related issues.

Even during natural calamity, politicians are concerned about their political agenda rather than allowing international aid agencies to import essential food items from the neighbouring country. Cases after cases of corruption are cropping up, “you reveal mine, I will reveal yours”, an unending slugfest continues.

Instead of fighting the fallout of the devastating natural calamity united, they are engrossed in manoeuvre and cunning tricks and a regressive thought process whether or not to allow aid flow from India. Some of the government top officials have suggested importing essential commodities such as food and medicine from India, while others are still the victim of the old rigidities and anti-India mindset.

India is an undoable reality of being the most potent vehicle of South Asia’s growth vision as it is a responsible regional power and the fastest growing economy of the world, which offers a big market for exports and sourcing imports. Islamabad needs to understand that cooperation with neighbours does not reduce the stature of a calamity hit country.

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Separated in 1947, Sikh brother meets sister reunite

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Separated in 1947, Sikh brother meets sister reunite

The Kartarpur Corridor has once again reunited another family after a man who separated from his parents when he was only a few months old in 1947, finally met his sister in Pakistan.

Amarjit Singh was left out in India along with his sister while his Muslim parents came to Pakistan. All eyes went teary as they saw the emotional scenes of the brother-sister reunion in Gurdwara Darbar Sahib Kartarpur, Geo News reported.

Amarjit Singh arrived in Pakistan via the Wagah border with a visa to meet his Muslim sister and to remain as her guest.

His sister, 65-year-old Kulsoom Akhtar, could not control her emotions after seeing Amarjit.

Both hugged each other and kept crying. She had travelled from her hometown in Faisalabad along with her son Shahzad Ahmed and other family members to meet her brother.

Kulsoom said that her parents came to Pakistan from the suburbs of the Jalandhar region of India in 1947, leaving behind her younger brother and a sister, Express Tribune reported.

Kulsoom said she was born in Pakistan and used to hear about her lost brother and a sister from her mother. She said that her mother used to cry every time whenever she remembered her missing children. Kulsoom said that she did not expect that she would ever be able to meet her brother and sister. However, a few years ago, a friend of her father Sardar Dara Singh came to Pakistan from India.

Kulsoom’s mother told Singh about her son and daughter she left behind in India. She also told him the name of their village and the location of their house in the neighbouring country.

Amarjit then visited her house in Padawan village of Jalandhar and informed her that her son was alive but her daughter was dead. Her son was named Amarjit Singh who was adopted by a Sikh family back then in 1947, The Express Tribune reported.

After getting the brother’s information, Amarjit and Kulsoom Akhtar contacted on WhatsApp and using the Kartarpur Corridor and the meeting between the two siblings became a reality.

Now an elderly man, Sardar Amarjit Singh came to Gurdwara Sahib in a wheelchair. Kulsoom Akhtar also could not travel due to back pain, but she showed courage and reached Kartarpur from Faisalabad along with her son. Both the siblings kept crying while embracing each other and remembering their parents.

Amarjit said that when he first learned that his real parents were in Pakistan and were Muslims, it was a shock to him. However, he comforted his heart that many families were separated from each other in addition to his own family.

Many Muslim children became Sikhs and many Sikh children became Muslims, Express Tribune reported.

He said that he always wanted to meet his real sister and brothers. He said that he is happy to know that three of his brothers are alive. However, one brother who was in Germany has passed away.

He said he will now come to Pakistan via the Wagah border with a visa and spend time with his family. He also said that he will take his family to India as well so that they could meet their Sikh family. Both the siblings had brought many gifts for each other.

Shahzad Ahmad, son of Kulsoom, said that he used to hear about his uncle from his grandmother and mother. He said that all of the siblings were very young at the time of Partition and no name was given to Amarjit or perhaps, after so many years, the name had slipped out of mind.

“I understand that since my uncle was brought up by a Sikh family, he happens to be a Sikh, and my family and I have no problem with this,” he added.

Shahzad said that he is happy that even after 75 years his mother has found her lost brother.

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22 officers of different cadres to serve in J&K

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The Centre has relaxed Department of Personnel and Training (DoPT) deputation rules to encourage IAS and other all-India service officers as well as those of the Central Services get posted in Jammu & Kashmir, in a bid to address the shortage of officers in the Union Territory.

Union Minister of State for Personnel Jitendra Singh said that due to relaxation of DoPT rules, 22 officers belonging to various services and different cadres have been posted in Jammu & Kashmir at various levels at a crucial time.

He said that DoPT has played a major role in facilitating induction of Jammu & Kashmir Administrative Services officers into the IAS by coordinating with UT administration, the Ministry of Home Affairs and the UPSC.

As a result, recently 16 officers from JKAS have been inducted into IAS and another 8 such vacancies will be filled up shortly giving opportunities to the JKAS officers to become part of prestigious IAS service after a long gap of 12 years.

The Minister added that mid-career training of JKAS officers of various seniority was carried out in collaboration with the LBSNAA and this has provided a new level of exposure to the JKAS Officers and more than 200 offices. Some other initiatives by the Ministry include special concessions or incentives to the Central government employees working in the Kashmir Valley in attached and subordinate offices or PSUs falling under control of the Central government.

They have been extended special concessions for a period of 3 years with effect from August 1, 2021 and the incentives include an additional house rent allowance, composite transfer grant, per diem allowance, incentive for period of temporary duty, messing allowance, and facility to draw pension at place of settlement in relaxation of relevant provisions.

Besides, facilities for retention of general pool accommodation available to officers who have served in the Central government has also been extended to officers posted in Jammu & Kashmir on the pattern of northeastern states.

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