Kolkata - The Culinary Secrets of the City

A traditional Bengali Meal

Quiet jokingly enough but it still remains a fact that while others eat to live, Bengali’s live to eat. Whether a ritual or festivity or even just a cricket match every event ends up with one thing, hearty feasts which involves countless intricately prepared dishes. Well, Kolkata has always had a rich culinary heritage and is considered as a gourmand’s paradise, home to one of the most evolved cuisines in the East. 

Calcutta Fish Fry with Kasundi (Bengali Mustard Sauce)

Kolkata Style Egg Chicken Roll

While, today’s generation is hooked onto burgers and fried stuff, the young Bengalis are still connected to the inevitable spice of Jhaal Muri (Spicy puffed rice crispies), the sinfully delicious Chicken Rolls, or a battered Mughlai Porota and definitely Calcutta’s legendary Fish Fry with Kasundi (mustard sauce) because they perceive the taste of food that hits their soul! Probably this could be one of those reasons why Kolkata has still not been able to accept the McDonald’s or the KFC’s of the world and why food chains like Peetuk or Hanglas continue to impress the conservatively adventurous foodies. Even today, if you probably ask a Bengali irrespective of whether he is a foodie at heart or not, to choose between a kilo of gold and a kilo of Hilsa, it is not at all surprising that they would choose the latter any day! 

A typical Bengali who lives to eat!

People of Bengal and especially Calcutta have always had an unquestionable palate when it comes to recognizing the real taste behind any dish. In fact, during the recent food trials in Kolkata for one of our newly opened brands there was a couple who shared their critical feedback with me on the kind of ingredients and balance of taste. 

Food fiesta during Durga Puja

Probably, this is one of those reasons why anyone whether from a humble or evolved background is always well informed about a variety of dishes and one can actually witness this during the festive time of Durga Puja. But what is the most interesting aspect of Bengalis (including me) in every socio-economic class is their appetite and the pride of having ‘ombol’ (acidity).

Digene - A Bengali's Best Friend!

It is one of those very fascinating incidents from my college days. Being invited to a Bengali reception meant you required a big appetite in order to have all that is there in store. Unfortunately, the night prior to the reception we had decided to hit to a nearby restaurant for some rolls which ended up in all of us complaining of acidity. So, I had thought that the idea of going to the wedding would eventually get cancelled. But to my utter shock the following evening I found my friends all dressed and ready to roll. When I asked them what about their acidity attack one of them handed me a strip of ‘pink tablets’ what we quite famously know as antacids Digene and Gelusil. We all popped one and the rest was a food fiesta in the making! And as they say that history repeats itself it was not very long that I had been in Kolkata with my Chief Culinary Director to taste the food of Aminia, which is famous for their Biryani. We ordered a sumptuous portion of Kolkata Biryani and chaanp. My chef was just in the mood of tasting it while I apparently ended up completing the entire portion by which time I was almost to the edge of my appetite. While my chef was shell shocked and quite concerned of its after effects I gave him a pleasant smile and told him not to worry. It’s just ‘ombol’ and popped out my old ‘friend’, Digene from my pocket which was indeed lifesaving! No doubt why the market of digestive medicines in this part of the city is so big!

Grocery shopping - A ritual in Kolkata

An everyday morning grocery shopping or termed as ‘Baajar kora’ is like a ritual performed by every family in Calcutta. I remember when we used to all gather to dine and if the dishes were really delicious, my father would ask in the most concerning tone, ‘Aaj ke bajaar ta key coerce?’ (Who has done the grocery marketing today?).  While, I used to question myself as to what was so unique about going to a grocery until I actually accompanied him and it’s just a different world altogether! 

Tiretti Bazaar

Calcutta has been known for its cheap yet vibrant and historic markets that sell an array of local and colorful goods. But what it is most famous of is for its local markets. We have the New Market previously known as the ‘Hogg’ Market founded by Sir Stuart Hogg in 1874, has almost 2000 stores and sells one of the best produces of local cheese and bakeries. The Terreti Market in Kolkata’s Chinatown is another legacy in itself which houses the Chinese-Indian population of the city and is a famous Chinese food street. 

Gariahat Bazaar

But what tops the list is the most celebrated market located in Gariahat, most famously known as ‘Gariahat Bazaar’. This is almost considered as the mecca of Kolkata markets which houses from a hair pin to hardware and from fruits to the best of fresh seafood, meat and vegetables and much more. In fact, one could witness the kind of bargaining being done right in the morning which would give any stock market a run for their money! And to put the icing on the cake we also have the ‘father of all markets’, The Burra Bazar.

Burra Bazaar - Asia's Largest Wholesale Market

Helmed not only as one of India’s largest wholesale market in India but also the busiest. This a place where even Christopher Columbus might get lost if he didn’t have a map! It houses from jewelry to freshly ground spices, a dedicated fruits and vegetable market and a huge section for seafood and poultry. There’s a saying if you are in Calcutta and you have not visited the Burra Bazar you have not witnessed the pulse of the city.

Internationally, especially in parts of Europe, chefs are considered to be ‘Can Chefs’ as they rely on using their ingredients which are canned. In fact, I have to frequently travel to different parts of the world to source the best of ingredients for my restaurants. And believe me when I say that there is no better place than the city of Calcutta which sources the best of produce be it for vegetables, fruits or the breed of fishes, poultry, beef or pork including ‘Kancha Lonka’ (Green Chillies) which is one of the best in Bengal. Probably, that is one of the reasons why Indian chefs so frequently travel to this part of the city and are considered to be ‘Can Do’ chefs!

Another quite interesting fact of the food trends of Calcutta is that it changes with its seasons. During the summers when the sun is shining high and mighty the city prefers to switch to fresh vegetables and take a minimalistic approach to cooking.  I remember when I was a child during the summers my mother would cook us  Aam Tok Dal (Bengali Mango Dal) or a Shuktoni or famously known as Shukto (a Bengali styled Mixed Vegetable cooked in the most unique spices with creamy milky gravy) or a Shojne Shaak Chorchori (a medley of stir fried vegetables, like drumsticks, eggplants, red pumpkin and potatoes with a dash of mustard base)which is known for its anti-inflammatory/oxidant properties. And definitely a Rui Maacher ‘patla’ Jhol (Summer Fish Stew) served with steamed rice, because we Bongs’ cannot see a world without fishes! 

Come rains and the city finds one more excuse to begin feasting on some of the most sought-after delicacies. But at first it has to start with a cup of Gorom khurir chaa’ (A cup of hot tea served in earthen pots) This would be followed with an Egg Chicken Roll quite a must for the quintessential Bengalis. At home this was the only time when we would get to taste the Queen of fishes the Ilish (Hilsa) accompanied with Rice. Ah… the taste of which can give the French run for their money compared to the caviar they serve! But the most comfort food that every Bengali would definitely relish is the traditional flavor of Moong Dal Khichuri with Begun Bhaja. (Khichdi served with fried brinjal fritter).

Sun Yat Sen Street - Little China of Kolkata

The city may not really get cold but winters in Kolkata are something akin to a warm familial embrace - comforting and endearing. A ride to the Sun Yat Sen Street in central Kolkata for breakfast for a Fish Ball Soup or a plate of Crisp Wontons and Sweet Pork- Stuffed Bao or the best of Home-made Pork Sausages is not something to be missed. As the temperature dips further Calcuttans make it a point to visit the Nakhoda mosque area during the night to taste some of the best beef shanks and Nihari. This is also one of those times when every Bengali gets ‘sweetly infectious’.

The city’s myriad delectable treats will make any foodie never want to leave. From the fanciest restaurants to the high-powered chefs or revisiting the forgotten memories of relishing the city’s roadside delicacies can never be forgotten. But the greatest and secret ingredient in Calcutta’s food culture is humility that is needed to dedicate oneself to its craft. And given the city’s amazing culinary landscape there is humility in every morsel of food here - the secret to Calcutta’s food brilliance.

Gondhoraaj - A Date with the ‘King of Limes’

Most cuisines of Eastern India are considered to be elaborate and refined. Above all is the cuisine of Bengal, which is served in courses based on the ancient beliefs of digestion. Bengalis are considered to be a connoisseur of having a hefty meal especially on weekends. It was in the mid 90’s and I remember travelling to Kolkata only once a year. Honestly, I detested travelling to Kolkata, since in those days the ‘City of Joy’ had turned into the ‘City of Pity’. And just to put the icing on the cake was the frequent power cuts which would entertain mosquitoes of all sizes on a blood sucking spree. 

However, Durga Puja was one such occasion which kept that dying soul of Kolkata still alive in me and more so because this was during that time that I could savor on all the best of the delicacies of Kolkata. It was a cool Saturday morning and I could hear the sounds of the rickshaws strolling away to glory sounding their cycle rings. The morning tea was served with a slight addition of ginger and next thing I get to hear from my dad was that I had to accompany him to the legendary ‘Baajar’ (market) to buy stuff for the puja. Much to my unwillingness to go I decided to pit in this journey.

As, I visualized the different stall walas selling the usual stuff like vegetables and fruits, there was one such stall which was only selling a typical kind of fruit. Most surprisingly it was the only stall which was packed with people. I quickly noticed that my father was busy in bargaining with one of the vendors and took this as an opportunity to discover what was so special about that stall. After fighting my way through the packed crowd, I finally found myself standing in front of this stall. The first thing that hit my eyes was this oblong shaped fruit with a thick green grind. I asked myself what was so fascinating about this fruit. And, as I picked the fruit, I could sense an aromatic and fragrant smell fill my nostrils. My father who by now had located where I was quietly came behind me and putting his hand on my shoulder said, “Eta lebu’r raja Gondhoraaj Lebu” (This is the king of all lime…Gondhoraaj) 

At first the name sounded to me as character from one of Satyajit Ray’s detective films. Today, the Gondhoraaj lebu holds a special place in all Bengali homes. Its unique fragrance adds a different taste to some of the celebrated dishes. Originating in Sylhet, Chittagong and the Chittagong Hill tracts, the Gondhoraaj is only grown in the fragrant district of Bangladesh, Rangpur. In fact, it grows in abundance there in the golden yellow soil, from where it draws its scientific names – Rangpur Lime or Citrus Limona. It’s a rare blend between a lime and a mandarin with different avatars to it. 

What is more interesting is its characteristics of the leaf which is quite similar to the Thai Kaffir lime although they have their own differences. Yet the scent of the Kaffir is indeed beautiful and most of the times the nostalgic Bengalis does settle for the Kaffir as the Gondhoraaj. It is quite fascinating to know that all the citrus fruits in the world trace their roots back to the fertile land between the Himalayan foothills and Burmese plains. And that this where the Gondhoraaj seems to be present too. 

The Gondhoraaj has travelled all way to the Queen’s country, in England too, where the famous Tanqueray, a British gin brand developed a Rangpur flavor for the US market which procreated some predictably named cocktails like the 'Rangpur Rickey.' 

It’s a warm Sunday afternoon in the city of Mumbai as I sip on my very favourite chilled Gondhoraaj Lebur Sharbat, I know that part of my mind and soul is longing to return to the bazaars of Kolkata from where my rendezvous with the king of limes had started. But someday I will surely return to the city to have a date with the king of limes…

My Gondhoraaj! 

SAHLAN WA AHLAN – PARIS OF THE GULF

In the good old days, the Middle East was known to be a deserted place amidst a mystic den of expats traveling from various parts of the world, especially from India and of course, people joked that ‘do not be surprised if you find camels crossing the road!’ The name United Arab Emirates was hardly known to anyone; however, there was a slight recognition of a city called Dubai. Often referred to as the “Paris of the Gulf” the country marked its 46th year of Independence and is a land full of surprises every time you visit here. 

Being brought up in India and done my college in Dubai, I refer to Dubai as my ‘second home’. The city-state offers you an eclectic mix of cultures; in fact, you may be pleasantly surprised to know that Hindi, Bengali and Malayalam are the most spoken languages after Arabic (the national language). 

A melting pot of various ethnic cuisines from all over the world, one would definitely get spoilt for choice. The country under the leadership of H.H. Sheikh Mohammed bin Rashid Al Maktoum (Vice President, UAE and Ruler of Dubai), has grown in leaps and bounds whether it be in the areas of infrastructure, commuting, shopping, dining or tourism. When in Dubai, I prefer being located centrally and always stay at the Bay Central which oversees the Dubai Marina and is not too far from the main tourist spots of the city. Visiting the city after a few years I was taken aback by its speedy expansion. 

The first place I stopped at was the Miracle Garden, which hosts one of the world’s largest collections of flowers. As it was scorching hot I decided to have a Jellab (a classic Arabic drink with a blend of grape molasses and rose water) to beat the heat. Exiting from a floral atmosphere I headed towards Academic City, a small township with that hosts some of the world’s best colleges and universities. Luckily, I got the chance to take a short walk down memory lane at the Heriot Watt University (my old college). From the North Sides of the city I started to return to the south-side making a stop at Burj Dubai to make a reservation at Atmosphere − the world’s highest restaurant on the 122nd floor. 

As the sun slowly set, I ambled over to the Buhaira Corniche (formerly Sharjah Corniche), the longest corniche of the Sharjah and stretches for about 5-6 kms and is an hour’s drive from Bur Dubai. Having taking a joy ride along the Corniche, the smoky smell of ‘Shawarmas’ wafted through the air which I decided to ignore and concentrated on my peaceful walk along the bay side. It felt like walking on cloud nine amidst the smell of the salty floor and the mesmerizing chants of prayer from the Al Noor Mosque (Sharjah’s first mosque which was open to tourists). 

Dubai, can get chilly in the evenings, so I decided to wrap up for the day with a nice hot coffee from Starbucks and returned to my humble abode as I had to wake up early the next day to catch the sun from Al Jais (UAE’s highest point). On the following morning, I had a very light meal as I had decided to do some adventure sports. Driving to my destination was an adventure in itself. The driving distance is about 170 kms from Dubai as you move up reaching an elevation point of 6,345 feet above sea level. As one would reach there you do have the option of taking the zip line to return back. It’s a shortcut to some hair-raising moments as you are made to hang on the world’s longest zip line travelling at a speed of 150 kph at a height of 1680 meters. Is this thrilling enough? 
 

Completing this feat, I sat at the highest point waiting to catch the picturesque silhouette of the sun setting. However, what I did not know was that God had other plans for me for the return journey, when I experienced myself driving downhill in almost pitch-black visibility, with just my fog lights helping me guide through the hilly and curvy road. It almost took two hours to reach the main road. So, folks, a small suggestion − when you to visit a visit here, make sure that you return while there is still light! 

On the following day I visited the world’s tallest building – Burj Khalifa. Standing at 828 metres, the Burj Khalifa is not only the tallest structure in the world, but also was constructed in record time of just 3 years. It takes only 7 seconds to reach to the 124th floor, by which time your ears are totally blocked. As you exit out of the elevator, you enter a hall with huge sound-proof coated Guardian German glass which offers you a spectacular view of the entire city. I would definitely recommend an evening visit as the sun’s ray fall directly over the city giving it a ‘golden hue’. But the icing on the cake is the virtual tour. This allows you the opportunity to virtually play a superhero, defusing a bomb by climbing the tower from the ground floor and then throwing you down from there! This really requires nerves of steel! 

The excitement continued for me at Atmosphere, where you witness Dubai by the night over some Sutria Caviar followed with a stupendous array of cuisines which are curated from all over the world; especially the Poached Foie Grass and Blue Fin Tuna to the Chocolate Soufflé melted down. This was the perfect end to a thrilling day! On the following morning, it was from ‘dessert to the desert’. Yeah! You could book your desert ride a day in advance. A bus takes you to the point which is again 150 kms outskirts of the city. You are then transferred to a 4x4 jeep. It’s an hour’s ride that will give you goosebumps as you would find yourself almost toppled at the edge of your seat by some real daredevil skills by the local drivers, who would then drop you to their designated tour space. Usually, each tour offers wonderful shishas, authentic Arabic delicacies and not-to-miss belly dancing! As the cooling breeze settled itself, one could smell the Tangiers Shisha in the air as we ate the delicious Hummus with Muttabel (Arabic Bread with Spicy Eggplant dip). 

The following morning, I wanted to take things a little easy so I quickly popped into the Burjuman Centre, a mall very close to my heart as my father was the head of this project. It was one of the first malls in the UAE and continues be among one of the most frequently visited malls by tourists. Taking a break from malls, I decided to go east, and therefore ended up at the world’s open Gold Market that not only holds over a 100 gold shops but is also a record holder for making the biggest wedding ring, The Najmat Taiba (Star of Taiba) weighing 64 kgs and was worth over US $3million! Not very far from the Souq, is the Dubai Spice Souk an open-air spice market located on Baniyas Street – A must visit! 

There’s more to Dubai than one can actually witness and having being raised in this country, there has always been something new to witness. While, it was a short trip, I managed to catch the Khor Fakkan and Fujairah, which are located approximately 150 kms from Dubai and probably one of the best places to witness a ‘sea-green’ coloured ocean with tourists enjoying barbecues and beer! 

Another place that is also worthy of a mention is the Dubai Festival City and The Global Village, the latter hosts about 30 different countries displaying their traditional handicrafts amidst constant fireworks, carnival dances and lots more to witness.

While, words can hardly describe this country, but all I can say is when you are in Dubai, you are in the Paris of Gulf!

Rihlat Jayida. – (Have a great journey!)

Slumdog Millionaire – A dark insight to unearthed developed India.

“There is a Jamal or a Malik in every “slumdog”... but it is sad to know that most of them cannot show their talent of being a “millionaire”. 

The other day, having watched Gautum Ghose’s, “Kaalbela – Calcutta My Love”, I was subjected to the darker insights of the Naxalites and how the revolution actually arose. Of course there were certain patterns of truth very positively nurtured on celluloid and certain aspects which could have been further researched and then presented in the light of its knowledge. Now having watched the movie, “Slumdog Millionaire” and having an individualistic opinion the main protagonist is not India, unlike what Arindam Chaudhari had mentioned in his blog, “Don’t see Slumdog Millionaire. It sucks!” I find no reason why such a movie would have to be subjected to a comparison with Salaam Bombay or City of Joy, since the main aim of the movie is not just projecting India’s darkest insights; instead it takes the audience through the journey of how an individual fights for his love and in this process moves on to become a millionaire. Both the movies only aim is not to mock at any era of India’s worst times, rather it is an effort made to introduce the new generation of what “those times were and where we stand now!”

Chaudhari is of the fact that he is well versed with the facets of Indian poverty and its “real statistics”, then on what basis does he argue that the film is a caricature of India. Is he trying to debate the fact that slums are not part of the poverty still existing in India or is he trying to be one of those “shameless fools” for not supporting the truth that has been projected? The film has taken an effort to present its audience to the minute areas of a developing India without an intention of hurting people’s sentiments. People living in the city have never been subjected to the life led in slums and that is where the film provides a face to the “dark world” still persisting in India. The real slumdog are those citizens of India who still continue to live their lives in this “dark world” because they are not born as being a “slumdog”, circumstances force them to be one.

It is over 60 years of post independence and it seems that India has just worn a new dress but what has not changed is its intricate piece of needlework. Can the writer question himself as to why a Western writer/director has found a reason to caricature India? The reason is us. We have not changed with time and neither have we tried to clean the “dirt that has been hitting India since Independence”. The truth is not that Chaudhari is sad about the caricature made of our country, he is sad or probably a helpless Indian like most of us and hence does not want to be subjected to the prevailing ruins in India. Since Chaudhari thinks that a Mona Lisa is away from being made a caricature of then I believe he should go ahead and read The Da Vinci Code and The Angels and Demons!

It is quite surprising to note that Chaudhari does not find anything positive about the film, which makes even more sceptical about his knowledge about the unearthed facts of developing India. If he is of the fact that the film has projected shades of the underworld, slums, prostitution, brothels, child labour, begging, blinding and maiming of kids seems illogical to him, then I am of the fact that he needs himself to be a “Jamal” or a “Salim” to experience every phase of these areas.

The story is not just about a slumdog or about a game show; instead it is about those unknown stories of so many families who have a certain hidden talent in them of which are unaware of. So whom do you blame this on? – is it the individual, his background or the system of education that is so limited. Nominations, Oscars or any sort of awards is not the sole identity that can express that a movie winning that is the best. It is a way of recognizing upcoming talent and hard work from a film – maker in providing the world with a subject still unravelled.

On a final note, there are certain interesting points that Chaudhari has quite diplomatically presented, yet we have unearth how much truth or precise proof is expressed between those lines. On a personal note, I am of the fact, that Chaudhari has limited his boundaries for the sake of argument, since every film has its virtues and vices. But that doesn’t mean that a film would “suck”. It is very unfortunate to know that there are still intelligent and practical individuals who have not completely comprehended the intricate messages that the movie has projected. If people think that Boyle has created a “phony poseur” in order mock India from the First World’s perspective (as thought by Arindam Chaudhari), then let me take the stance of spreading the message, “This movie is not for all audience”.

 I totally believe that the movie is a masterpiece in its own style and after having watched the movie I think that there is a Jamal or a Malik in every “slumdog”... but it is sad to know that most of them cannot show their talent of being a “millionaire” for not being able of getting noticed. Not an endorsement made at the imperial background of the West, instead a delicate subject presented on celluloid with utmost sense of knowledge and dignity which has surprisingly come out from an English master, because Indian masters are busy making commercial brands and politics!

PINK - Awaking the unawakened society.

"We live in a society where everything girls do is everyone else’s business.."

   

From the likes of Aparna Sen’s Parama to Roy’s Antoheen, the importance to respect women in her different forms has been showcased with utmost sovereignty and pride. While, India has entered into its 69th year of independence, it brings me to question the integrity of independence. Glance through the news and it will tell you of the trauma that Indian women - urban and rural - face on a daily basis. The character of today’s woman is still determined by the attire worn, her body language, whether she drinks or not and of course most importantly by her sexual bio-data.

From the mastermind and maker of some spellbinding stories like Anuranan, Ekti Tarar Khonje, Aparajita Tumi, Antaheen and many more added to this creative film maker, Aniruddha Roy Chowdhury or “Tony” as he is called by his near and dear ones makes just one point in solidarity, “It doesn’t matter how she’s dressed, whether she’s had a drink or two, whether she was flirting with the man earlier, and irrespective of her sexual history. When a woman says no, it means no!” and that is the soul message of his latest work, Pink!

Tony hits the rod when it is hot by keeping every detail connected to what a daily single woman of today’s age would face. As one would also notice, while the 3 protagonists live in a rented apartment of a housing society in Delhi, they are subjected to prying neighbours, sniggering co-workers and to top it all indifferent cops.

The first half of the movie is intense and keeps its viewers at the very edge of their seats to know what will happen next. With some extremely crafted work of editing and hard hitting dialogues, Ritesh Shah the writer achieves in keeping the script tight and gripping till the very end. The film moves seamlessly to a riveting courtroom drama that portrays our stinging and savage indictment of a traditional set of prejudices, unmistakable misogyny of our repugnant patriarchy, mislaid male privilege and outright injustice that women across India must contend with daily, and particularly when protesting against unwanted sexual attention.

With age comes experience and soul, but with this wonder legend known as Amitabh Bachchan, his presence becomes the soul of the movie. Playing the part of a retired lawyer who wears an oxidising mask, who is not only ailing from bipolar disorder but also fights for his ailing wife, subtly played by Mamota Shankar, creates a fully flesh and blood character without showboating, one you cannot stop from cheering every time he speaks. As for the three girls, Taapsee Pannu, Kirti Kulhari, and Andrea Tariang deliver natural performances as strong but emotionally vulnerable women, without a hint of affectation. Angad Bedi is menacing and makes an effort to make his presence felt. Piyush Mishra playing the prosecutor manages to keep his witty sarcasm at par followed by Dhritiman Chatterjee as an effective elderly judge who is at the edge of his table to take the final decision. The background scoring has been kept intense and gripping to provide face to the story. Cinematographer Abhik Mukhopadhyay, leaves no leaf unturned in capturing the posh snooty snobbish character of South Delhi and its surroundings.  The final nail down which most of the viewers must have missed is the recital of Tanveer Ghazi’s nazm, “Tu khudh ki khoj mein chal, tu kis liye hai udhas”

Pink has made an awakening not only in every individual's mind but has also probably shaken the very myth of our thoughts. It is an unembellished reminder that this could happen to any woman in India and not just confined to the capital. It is a step taken towards women rights a giant leap in Hindi cinema.

Global Warming – A Cause & Effect

Global warming is the term used to describe a gradual increase in the average temperature of the Earth's atmosphere and its oceans, a change that is believed to be permanently changing the Earth’s climate. Climate scientists looking at the data and facts agree the planet is warming. While many view the effects of global warming to be more substantial and more rapidly occurring than others do, the scientific consensus on climatic changes related to global warming is that the average temperature of the Earth has risen between 0.4 and 0.8 °C over the past 100 years. The increased volumes of carbon dioxide (CO2) and other greenhouse gases released by the burning of fossil fuels, land clearing, agriculture, and other human activities, are believed to be the primary sources of the global warming that has occurred over the past 50 years.

Scientists from the Intergovernmental Panel on Climate carrying out global warming research have recently predicted that average global temperatures could increase between 1.4°C and 5.8°C by the year 2100. Changes resulting from global warming may include rising sea levels due to the melting of the polar ice caps, as well as an increase in occurrence and severity of storms and other severe weather events. Hoesung Lee, chair of the U.N.'s Intergovernmental Panel on Climate Change (IPCC) said there were "serious risks" with even minor rises in temperatures from current levels, for instance to coral reefs and to coasts from rising sea levels.

The Continuous Fight The UN's panels of climate scientists are studying on how to limit global warming to the toughest target set by world leaders, saying even small rises in temperatures could be harmful. The panel has been looking into ways to restrict the rise in temperatures to 1.5 degree Celsius (2.7 Fahrenheit) above pre-industrial times to try and phase out net greenhouse gas emissions this century as discussed in a 195 member meeting summit held last December in Paris.

Last year, average global surface temperatures hit the highest since records began in the 19th century, about 1C above pre-industrial times. In the remote reaches of Antarctica, the South Pole Observatory carbon dioxide observing station cleared 400 ppm on May 23, according to an announcement from the National Oceanic and Atmospheric Administration on Wednesday.

That’s the first time it's passed that level in 4 million years (no, that’s not a typo). a lag in how carbon dioxide moves around the atmosphere. Most carbon pollution originates in the northern hemisphere because that's where most of the world's population lives. That’s in part why carbon dioxide in the atmosphere hit the 400 ppm milestone earlier in the northern reaches of the world.

The Pioneering Solution
Scientists have turned carbon dioxide into stone in a matter of months by pumping it deep underground, offering a revolutionary new way of storing the greenhouse gas to tackle climate change. The pioneering experiment in Iceland mixed CO emissions with water and pumped it hundreds of metres underground into volcanic basalt rock — where it rapidly turned into a solid.

Juerg Matter, lead author of Journal Science mentioned the need to deal with rising carbon emissions is to store them back to stone in his publication. Carbon dioxide is a key factor in global warming, and experts have long called for innovative “carbon capture and storage” solutions.

Attempt in aquifers
Previous attempts to inject CO into sandstone soils or deep saline aquifers have struggled, as they relied on capping rocks to hold the gas down — triggering fears it could eventually leak. In contrast, the Carbfix project at Iceland’s Hellisheidi plant — the world’s largest geothermal facility, which powers Reykjavik — sought to solidify the CO2.

The plant produces 40,000 tons of CO a year — just 5% of the emissions of a similarly sized coal plant, but still significant. In 2012, they began pumping 250 tons of CO mixed with water underground. Scientists had feared it could take hundreds or even thousands of years for the mildly acidic liquid to solidify. But 95% of the injected mixture — which they had tagged with tracer chemicals in order to check it didn’t leak out — had became chalky white stone within two years.

“It was a very welcome surprise,” said Edda Aradottir, who heads the project for Reykjavik Energy. Encouraged by the success, the company has scaled up the project and from this summer will be burying some 10,000 tonnes of CO each year which will allow Reykjavik Energy to pump down large amounts of CO and store it in a very safe way over a very short period of time, as per co –author Martin Stute’s observation. (Hydrologist at Columbia University’s Earth Observatory)

Furthermore, he believes the above can be also used for power plants in places where there’s a lot of basalt extensively. A 2014 report by the Intergovernmental Panel on Climate Change warned that without carbon sequestration technology, adequately limiting global warming could prove impossible.

On seafloors
Basalt makes up most of the world’s seafloors and approximately 10 per cent of continental rocks, according to the study’s researchers. A porous, blackish rock, basalt is rich in calcium, iron and magnesium; minerals, researchers said are needed to solidify carbon for storage. “Carbon capture is not the silver bullet, but it can contribute significantly to reducing carbon dioxide emissions,” Mr. Matter said.

Conclusion 

The IPCC would also issue an overall report about the risks of climate change in 2022, in time for a scheduled global review in 2023 of governments' plans for fighting climate change. The December 2015 summit asked the IPCC to come up with a report about 1.5C, level scientists reckon would demand drastic cuts in greenhouse gas emissions

Micromarketing

Micromarketing was first referred to in the UK marketing press in November 1988 in respect of the application of geodemographics to consumer marketing.  The subject of micromarketing was developed further in an article in February 1990, which emphasised on the understanding of markets at the local level, and also the personalisation of messages to individual consumers in the context direct marketing.  Micromarketing has come to refer to marketing strategies which are variously customised to either local markets, to different  market segments, or to the  individual customer.

Micromarketing is a marketing strategy in which marketing and/or advertising efforts are focused on a small group of tightly targeted consumers.For example, markets can be grouped into narrow clusters based on commitment to a product class or readiness to purchase a given brand .

Two Segments
Finer segmentation (FS) as "the final advancement in market segmentation as it combines the use of differentiated marketing and niche marketing to reach the smallest groups in the marketplace".

Richard Tedlow (1993) thought that he detected evidence of what he called hyper-segmentation which he saw as a logical extension of the market segmentation era.[6] These approaches combine multiple segmentation variables in ways that have been elusive within conventional approaches to segmentation.

New Segment for the new age
Additional data inputs might include behavioural variables such as frequency (site visits), diversity including visitation across different landscapes and fluidity spanning multiple time periods. Programmed business intelligence software analyses this data and in the process, may also source data inputs from other internal information networks. Given this reliance on digital data inputs, some theorists have also used the term, cyber-segmentation to describe micromarketing

MICRO MARKETING WITH ADVERTISING 
"Global ad spending is predicted to reach $662.73 billion by 2018. Unfortunately, a lot of those dollars will go to waste."[9] However, the advent of micromarketing or hypersegmentation allows advertisers the opportunity to get "more bang for their buck" by targeting consumers who exhibit a readiness to buy.

A report from 2007 by Tech Crunch titled "Facebook Will Use Profiles To Target Ads, Predict Future" talks about how Facebook was planning to target individuals based on each particular profile.[10] Moreover, the Wall Street Journal claimed in a report, that the new system will "let marketers target users with ads based on the massive amounts of information people reveal on the site about themselves."[11]

India-USA: The political debate about food prices

India has a rapidly expanding middle class yet the world's highest rate of malnutrition in children under three. So, rising global food prices have hit some of the country's most vulnerable people hard. The apparent attempt by George Bush to blame India's growing middle class for the price hikes does not help.

The BBC reported that food prices began to rise in 2005 but by 2007 there was an abnormal increase. From March 2007 to March 2008, the average the price of corn soared by 30%, rice by 74%; soya beans by 87% and wheat by 130%!  As a result, people in India including the lower middle class, are finding it very difficult to sustain a living and provide sufficient food for their families.  Usually, India is one of the world's major rice producing countries but rising food prices have led to local producers putting "severe" limits on rice exports. Experts in the World Bank and UN argue increased production of bio-fuels is largely to blame for the 40% increase in maize prices. Hence, pressure from the Indian Government on the governments in developed countries to change their policies.

These policies highlight major differences between the North and South. Reports show that the North consumes comparatively little food grains, but their oil consumption is very high. The reverse is experienced in the South. This is why India and China are trying to cut back biofuel production and increase the food production in order to deal with the food crisis. Researchers say increased production will probably lead to a considerable fall in food grain prices in the long run. NGO's in India – particularly in states like Karnataka, Kerala, Tamil Nadu and Chhattisgarh - have opted to cultivate Jatropha, which is able to grow in wastelands.  Central Government believes this can replace 20% of the country's diesel consumption. Chhattisgarh also plans to earn Rs. 40 billion every year from 2010 just from selling Jatropha seeds.

These constructive measures differ from the attitudes of the American administration. Earlier this year, George Bush angered many when he appeared to blame India's growing middle class for rising global food prices. He said, that "when you start getting wealth, you start demanding better nutrition and better food, and so demand is high, and that causes the price to go up."

This scapegoating of the Indian middle classes suggests Bush is trying to hide behind the facts of America's own excessive and wasteful consumption. While he is not expected to be sympathetic to India's problems, he should at least offer a sensible reason for the rise in global food prices. His comments have prompted a growing number of Indian politicians, economists and academics to ask, ""Why do Americans think they deserve to eat more than Indians?". Pradeep Mehta, the secretary general of the Centre for International Trade, Economics and Environment says the food problem has been created by Americans, who eat 50% more calories than the average person in India. He added that if Americans were to slim down to even the middle-class weight in India, "many hungry people in sub-Saharan Africa would find food on their plates."

Bhaskar Dutta, writing in the Calcutta Telegraph, points to recent studies which show that the "single most important factor contributing to the surge in global food grain prices has been the diversion of food grains into the production of bio fuels". There is a difference of opinion as to just how much bio fuels are to blame for price increases. The World Bank says they are 75% of the increase in food prices while the International Food Policy Research Institute says they are responsible for 30% of the increase in food prices, and over 40% of the increase in prices of maize. The Bush administration which has adopted a policy of substituting 75% of America's oil imports with bio fuels claims these are to blame for 3% of price increases. 

So, it would seem that not only does the Bush administration have a vested interest in diverted attention away from the problem of obesity in America while millions are starving elsewhere. He also has a vested interest in drawing attention away from his own bio-fuel policies which are diverting grains away from food.

Changing Food Trends in Kolkata

The Cultural Capital of India is a heaven for foodies and especially for people with a sweet tooth. Bengali sweets are famous and certainly needs no introduction however; the spicy, tangy and absolutely mouth-watering dishes that Kolkata has to offer will leave you undecided on whether you like the spicy Bengali cuisine more or the melting flavors of the sweetmeats. Taste preferences have been slow to change here partly because people are passionate about their own type of food. Kolkata city has offered an eclectic mix of the best world food which ranges from an authentic Biryani to a spicy Bao.

Lately, there has been a move towards expanding taste horizons as a result of the overall lifestyle changes. As it is the Kolkata skyline has changed there has been a change not only just in eating trends but a new nocturnal animal has come into the city. The penetration levels from a fine dining to a fun fine dining or casual dining has been quite high in 2016. Taking a leaf from this, here is my understanding and take on what might be the best places to dine in 2017.

Considering the socio economic trend the food trends are getting young. As more and more families are getting nuclear, the new formats are getting targeted to the young generation in the age group of 21 years to 30 years who are having maximum amount of disposal income with a believe that life is now!  So this section of the society loves to eat out and party and experiment the new cuisines in town. While the eating habits are more individualistic much dependable on each taste buds as Kolkata is quite conducive to its taste buds, but the forms are changing due to a huge invasion of foreign cuisines.

While, Chinese cuisine which was historically the den of Kolkata continues to be popular, there is a new dimension of Pan Asian that has now come into being with places like Asia Kitchen (by Mainland China). Moreover, the whole are of fine fine dining which continues to be the legacy of Kolkata is slowly getting added by a new concept called fun dining.

Fun dining is all about high energy dining, where people who are both young and young at heart who live for today are going out and painting the city red. The city has become an eclectic mix of international cuisines from Mexican, Italian to Pan Asian and Japanese cuisines with high energy bars and microbreweries being introduced.  However, while the quintessential Bengali foodies continue to believe and love gourmet or exotic food, contrarily today’s generation has slowly transgressed into a fun and high energy dining setup. Some hangout joints and restaurants that is a must visit are:

Love Room Pet Café

What’s in the Name

The Grid

Club Boudoir

Mamagotto

Spice Kraft

Jhaal Farezi

Zucca Lounge

Hoppipola

Country Roads Micro Brewery

Beer Republic

Raize the Bar

The Myx

Bakstage

American Cave

Café Neon

Café Ekante Houseboat Restaurant

Jam House

Considering the magnanimous change in the Kolkata skyline, 2017 will yet again bring in the joy and excitement for this city of joy as they look forward to witness an equal addition of fine and fun dining concepts that will excite the young generation and re define the language and journey of dining.

NEW INDIA

There are two India's in this country.
One India is trained to leash and live upto all the adjectives that the world has been talking about.
The other India hesitates. One India says give me a chance and I shall prove myself.
The other India says prove yourself first and lead then.
One India lives in the optimism of out hearts the other India learns in the sceptism of our minds.
One India wants the other India lives.
One India leads the other India follows.
These conversions under our eyes...
With each passing day more and more people from the other India are comming over to this side
And quietly, while the world is not looking,  a pulsating dynamic New India is emerging
An India whose faith in success is far greater than its feared failure
An India that no longer works for companies instead buy out the companies that makes it stand
History, they say is a bad motivist, it rarely ever signals its intentions When its taking the turn....
This is that rarely ever moment when history is turning a page
For over half a century, our nation has sprung, stumbled, rose, fallen, rolled over got up and dusted herself and candled..
Sometimes lurched on.. but now.... In our year of celebration,
The ride has bought us to the edge of time's great prejudices and one India, a tiny little voice at the back of her head..
Is looking down at the bottom of her vien and hesitating.
The other India who is looking up at the sky and saying its time to fly.....

Happy Independence Day...

Proud to be an Indian

THE ECHO OF ADVERTISING

The sound of advertising is a silent tune. Its art lies in how you want it to be heard.


The quackling hustle bustle of a decently scattered office with the distant tingling sound of the platters in the kitchen room are the first sounds that one would here at the hearty office of Situations Advertising, located in the heart of the city, Mumbai.  Through time as we travel, we journey across the route of changing minds that keeps itself busy at its creative best.

Hailing from a family of engineers, where the world is altogether, I would say materialistic, is where I have made a shift. A rather creative and more mind enhancing serenity of creativity is what my world is formed of, where the sound of talent and ideas take a far greater podium than the normal echo of a silent paperwork! Mumbai, the city of opportunities as the residents would term it “Mumbaikars”. Amidst the first morning sounds of the birds and soft honks of a rick, to the picturesque scenario of a busy train jam, the first echo that dawns the mind of the common people is the sound of advertising. This article probably to some extent believes, advertising, if not the bread, but is definitely the much required morning coffee of the people. This article believes that advertising does not limit its creativity only to its professional jargon, but travels towards forming a singular musical notation of a thought – a thought that can be expressed through a distinct voice, decided by us, heard by many!

In the darkness of a much happening economic downfall, the light at the end of the tunnel is reflected through and by the strength of advertising. While creating the idea of an advert, the team always believes in blending two worlds and making a million ideas blend into one voice. At least, that’s what Situations believe in. But this article to an extent thinks that these are not two worlds but the thought of a common man divided into two distinct perceptions: The attracting sound of the thought pictured through the advert. The second, being the aim of its message that it is trying to convey through the advert. Now there is a third kind – Innovation and recreation!

Journeying from the tunes of a touching cellular jingle advert to the extravagant cosmetic advert that keeps continuing its appearances at intervals of a soap serial or an entertaining cricket match, people looks ahead not to its advertising but how different it is from the previous advert, which is why a Vodafone or a Coca-Cola advert is seen more than an Ujala or Maxo Ad! So where is all this discussion leading to?

The head-point of an advertisement lies not in its brand name by how that name is regenerated through innovation. The common people does not buy the product because of its worth, but because it is worth buying the product. From an “I am Mumbai” advert to an Airtel or Vodafone cellular advert, creative heads have given worth to its pictorial essence, but it is time to focus on how it can recreate the pictorial essence in a way that the message leaves a worthy “echo – effect” amongst its audiences. Although, this article has tried its best at relaying the message, that it is not the advert that people like to watch, it is the lasting effect of the advert that makes the advert worth watching!

Bambaiya Lingustics - Importance of language and identity

ABSTRACT
Language and identity have been influencing the people of the Indian society. The prime focus is those people living in Mumbai. In the current era people have undergone a cultural shift from their native language and has moved on to a completely different origin. (Hofstede,1997;Vaswani,2009). However, it is very depressing to learn that these individuals have accepted the tarnished version of this language (Rao, 2007). This shows that these people have forgotten the importance of language and its existence within the world of intercultural communication (Vaswani, 2009; Gopalakrishnan, 2006). This paper will establish how people’s identity and culture have degraded through the introduction of “Bambaiya Hindi”- a dialect used since the 1960’s (Vaswani, 2009). It will critically research two different aspects of intercultural communication through it. The first section of this treatise addresses how language has affected culture. This exposition will be referring to the concept of “languaculture” (Agar,1994; Roberts, 1998) and “interconnection of language and culture” (Bassnett,1998; Barnes, 2006). The discussion then moves on to understand what is “identity” from a “sociocultural linguistic” (Bucholtz & Hall, 2005; Duranti, 2001) approach and how language has affected identity. In this context this paper will discuss how prestige is associated with the use of language. Problems occurring in this area will also be discussed and where appropriate, solutions to such problems will be indicated. This will be addressed by referring to the arguments of various authors[1] and a wide range of literature.

CONTEXTUAL

Bambaiya Hindi” or “Mumbaiyya Hindi” or “Bhindi” is based on a Khariboli dialect with its base at Hindi (Gupta, Lessons in Bhindi / Bhinglish (Bombay Dialect), 2008) . It encompasses words and pronunciations from Urdu, Gujarati, Marathi and English (Jena, 2006; Anon, 2009). This dialect was usually spoken by street peddlers, criminals and people emerging from the lower Indian class (Chatterji,1999;Faithi,2007;Gupta,2008). Now, it is universally spoken in and around the city of Mumbai, especially by teenagers and college students. Through the case study, “Bambaiya Hindi has eroded the identity of language” (Vaswani, 2009), one may be able to infer the excessive presence of slang Hindi dialect in Bollywood movies. Indian individuals have thoroughly been influenced by films, especially those based on the underworld and this dialect has separated them from their origins (Hafeez,2005; Jena,2006). This dialect has certain positive variations. For instance, Bambaiya Hindi was truly captured in Khwaja Ahmed Abbas’ film – Sheher Aur Sapna (The City and Dreams),1960. However, when people conversing in a particular language die, the language also dies with them (Holmes, 2001). As the 1960 genre of movies stopped being made, it signalled the death of the use this dialect. On the contrary, films like Rangeela (The Colourful) (Varma,1995) and Satya (The Truth) (Varma,1998) started to erroneously use this language (Vaswani, 2009). As a result, people are now being subjected to the distorted version of the originally used dialect. Now, with the rapid transition in time, this dialect has gained popularity and is commonly spoken among Mumbaikars[2] (Rao, 2007) Michael Agar (1994) and James Lantolf (2001) suggest that communication in the present scenario requires an introduction of culture. This link between culture and language might seem to be an area of interest for different genres of authors, especially when we reflect ourselves 30 years into the world of linguistics, anthropology and social psychology. However, what has been quite a difficult task is to provide a link between language and the creation of identity with context to intercultural communication (Bucholtz & Hall,2005). Celia Roberts finds language and culture as a broad meeting of the minds with relation to social reality. (Roberts, 1998) VS Gopalakrishnan, a blogger feels that due to the excessive use of this slang dialect (Bambaiya Hindi), people including him are losing their culture of self respect (Gopalakrishnan, 2006). For instance, in Hindi literature, the word “jao”(go) is often used to address the teenagers or among friends, whereas “jayiye” or “jayenge” shows sense of respect towards elders or senior members. However, with the entry of the deformed Bambaiya language, people use the term “chal na!” (jargon dialect of the word “go”). Language is crucial in the context of “pidgin”[i] limits communication as it establishes a more strong base for intercultural comprehension. Now, this paper will analyse how language and culture can be interconnected through two discourse concepts: a ‘discourse – centred approach to culture’ and a ‘discourse – centered cultural knowledge. Greg Urban supports the first concept. He argues that since we are unable to make an assumption that culture is shared, we must therefore try studying the question empirically[3] (Urban, 1991). Gumperz defines, ‘discourse – centred cultural knowledge’ as an area of study where cultural presuppositions and discourse conventions help produce conversational interpretations.” (Gumprez, 1996; Stucky,2009).

Hence, they cannot be ignored, instead they need to be recognized for their identity: ideological formations (Gumprez, 1996). V.N. Volosinov[4] notes the comprehension of language must be based on social activity and in the social context. In his opinion, social activity must be given more emphasis since it is a critical medium in the process of development (Volosinov, 1973). Contrary to Volosinov argument, Raymond Williams notes the absence of a reined ‘language’ and ‘society’ but the presence of an active ‘social language’ leads one to think whether language is a ‘reflection’ or ‘expression’ of ‘material reality’? (Williams, 1977). “Language has become increasingly politicised and implicated social struggles” (Brian, et al., 2008). The point of argument has shifted the identity of language from a neutral instrument for representation and communication to a politically and culturally bounded medium controlled by groups. Ernst Pulgram believes that, a person’s “identity” lies in his speech which is quite different from his intellect or way of utterance. “Bambaiya Hindi” is a pidgin language as well because it is not a “standard language” but a “vernacular language”[5] (Holmes J. , 2001., pp 74-76). Furthermore, an individual expresses more distinctly through his speech and the opposite person can simply judge him on the basis of how he talks. (Pulgram, 1954,in Street,1993) This brings us to the discussion of what is “identity” and how is identity and language interconnected. In addition, this paper will discuss the analysis of identity as produced in linguistic interaction. This paper has an open – minded perspective on identity. Identity is the “social positioning of self and other” (Bucholtz & Hall, 2005). John Schumann suggests that one of the factors for the above issue is a ‘language shock’ (Schumann, 1976). “Sociocultural linguistics” is the study of a vast interdisciplinary area that includes the ‘intersection of language and the workings of culture and society’ (Bucholtz & Hall, 2005). Mary Bucholtz and Kira Hall brings across this lingusitc approach to identity. In their opinion this approach is based on five major principles. Identity seen as the product rather than the source of linguistic practices. Identities include demographic attributes at the macro – level.

Identities may be “linguistically indexed” (Bucholtz & Hall,2005) through linguistic structures and systems. There is the creation of identity with context to the relationship between the self and the other. Identity may be partly an outcome of interactional negotiation or construct others perceptions and representations or a source for ‘ideological processes and structures’. (Bucholtz & Hall,2005). Although, Bucholtz and Hall’s model of these five principles are academically useful in comprehending the concept of identity, this thesis will focus at only those principles that are implicative to the case study. Conversely, this paper will argue why certain principles may not be applicable to this issue. The emergence principle’ forms the prime principle to this appraoch. It poses the notion that identity can be best seen as an emergent product instead of a pre-existing source of linguistic and other semiotic practices . Therefore one might examine it as a social and cultural phenomenon. (Bucholtz & Hall,2005). Since, “Bambaiya Hindi” has evolved from the mixture of different Indian languages and broken English. It does not have a social or cultural base to it. Although, most of the Mumbaikars may argue that their identities lie within this language(Gupta, 2008; Chatterji, 1999; Vaswani, 2009) this paper critically supports the notion that an identity is formed through a standard language (Downes, 1998., pp 35-37) and since this dialect is formed from a vernacular language, this principle is not applicable. Contemporary researchers opt for such an approach in the intial research process. It is assumed to be an effortless approach where one can recognize one’s identity as emergent in circumstances where the use of the speaker’s language is inconsistent with the social attributes they were originally assigned with. (Barret, 1999; Besnier, 2004). ‘The ‘positionality principle’ is the second principle that may be noted within quantitative social sciences. It associates social behaviour with macro identities such as age, gender and social class (Bucholtz & Hall, 2005). There is a vast difference of representation of social identities between an upper class Indian speaker and a Mumbaikar. For instance, when an upper class Indian will use the standard interrogative terms like – who, what, why, when, where, how, how many and what; it will sound more appealing and decent. Whereas when a Mumbaikar will use the same terms it will sound coarser, indecent and will lack social class.

Yet, it can be argued that due to this distortion, Mumbaikars have created for themselves a separate niche from the normal Hindi speakers (Anon, 2007). (Appendix 1.1) Researches on sociocultural linguistics distinguish that identities with broader social structures have been features of variationist sociolinguistics[6] (Labov,1966) and the sociology of language (Fishman, 1971). Ethnographers researching on linguistics, survey language users to be conversant with localized identity levels when compared to analytical levels of sociology. They perceive the former to provide an enhanced empirical account of linguistic practice”(Bucholtz & Hall,2005). The two principles discussed above present the ontological status of identity. The essay will now discuss about the third principle which shows the way in which identity is formed. This is known as ‘indexicality’ (Bucholtz & Hall, 2005). The focus of this principle is to show the use of linguistic forms for the construction of identity positions. It gives rise to semiotic relationships between linguistic forms and social meanings (Ochs, 1992; Silverstein, 1985). Furthermore, indexicality can be explained as a sign, or representation of a structure (eg: sentential voice, emphatic stress, diminutive affix) employed from one situation to another and is associated with particular situational dimensions such that when the structure is utilized, the form summons those situational dimensions.

Considering, Elinor Ochs’ notion on indexicality, we can note that the indexical relation between a particular linguistic property and a social identity is not direct in nature (Ochs E.,2008). He suggests that linguistic properties help to create an index identity which can be linked to ‘interactional stances[7](Ochs E.,1992). Major languages in India tend to function as contact languages within or beyond its home territory. It must be noted that, India’s core linguistic arena lies within the scope of bilingualism, which supersedes immigrant bilingualism. This stands to be one of the prime reasons for speakers emerging from diverse speech communities preferring to maintain individual ethnic (home) language. Bambaiya Hindi also constitutes of such a variant dialect that has still been retained by its users. John Gumperz and R. Wilson noted, that in spite of convergent changes in the Bambaiya Hindi dialect, the languages that were in contact continued to be discrete. He also mentioned that ethnic separateness of home life had been a priceless medium in retaining the language, since there was “little reason to expect multilingualism to disappear” (Kuteva, 1999). Prestige is a slippery concept (Holmes, 2001., 2nd ed). This concept is categorized into two categories; “overt” and “covert prestige” (Holmes, 2001., 2nd ed). ‘Overt prestige’ is patently obvious since it is used in a community possessing a standard variety of educational and occupational status. This standard variety of status exceedingly reflect the associations of individual speeches, which is most commonly accepted to be the ‘best’ way of communicating in the community (Holmes, 2001., 2nd ed). Contrastly, covert prestige is regarded as peculiar term and involves two contradictory ideas. Vernacular languages or non standard speech varieties are the areas where the term ‘covert prestige’ has been extensively applied. This paper poses the question as how a dialect can be given recognition if it is not culturally and publically accepted (Holmes, 2001., 2nd ed). ‘Bambaiya Hindi’ is a dialect based on the vernacular language, Khariboli with its base being Hindi and a conglomeration of languages like Gujarati, Marathi and English. Hence it may not be recognized as an ‘overt’ prestige. Contrastly, since it is a vernacular language and has the traditional flavour of having ‘contradictory ideas’ it may be recognized as a ‘covert’ prestige. Dr. A.R. Faithi[8] notes that althougth Bambaiya Hindi may be abhorrent to conservatives, yet it can be debated that it has a rhythm and consiceness of its own (Faithi, 2007). Moreover, the media has been playing a major role in promoting this dialect by expressing it through films, television and music. Although this dialect is extensively affluent in and around Delhi streets but there is still lies a large proportion of Indians who are yet to make it to the forefront of Delhi wallahs repertoire (Faithi, 2007). The culture of a place is dogged from its people, religion, language, cuisine and festivals. Mumbai’s cultural heritage is a blend of the old and the new generation. People living in Mumbai seek to follow the trendy and hip-hop lifestyle, which is another reason why they prefer speaking in this dialect (Anon, 2009). 

CONCLUSION
Discussing language from a discourse based approach, the core of the problem is that language is fundamentally ambiguous (Scollon ; Scollon 2001). Different research traditions within sociocultural linguistics have particular strengths in analyzing the varied dimensions of identity outlined in this article. According to Stephen Levinson it is not possible to grasp complete control of the meanings of the things we say and write ( Levinson,1988). In other words, language is a joint construction created by the participants in communication. Scollon argues on a discourse level that individuals may find an unambiguous meaning in language. Furthering the argument he suggests that people may try being specific about the subject in which the literature are used and in this process if we may find sufficient information that can be made explicit, probably then there are chances of the language not being ambiguous at this level. He again suggests that this approach may or may not work. Hence language would retain in its state of ambiguity at this level. Deborah Tannen argues Scollon's point by suggesting that the emphasis exerted on a variety of topics in the discourse is the real reason of ambiguity. However the point made is that ambiguity would remain in all sorts of language whenever used, therefore, we should try create strategies for the development of language instead of preventing it. [1] Celia Roberts (1998) ; Michael Agar(1994); Brian V Street (1993), Mary Bucholtz (2005); Kira Hall (2005), Susan Bassnett (1998) [2] People who reside in Mumbai are termed as “Mumbaikars” [3] This concept is founded on a single proposition stating that culture is localized in concrete, publicly accessible signs with majority of them being instances of discourse. [4] V.N. Volosinov (1973) is a Russian Marxist analyst of language. [5] Vernacular is a term referred to a language that has not been standardized and does not have an official status. Whereas the term “standard” is referred to a language that can be written and has undergone some degree of regularisation or codification. It is usually followed by a community. (Holmes J. , 2001 (2nd ed)) [6] Although, ‘variationist sociolinguistics’ refers to the use of language within different speakers, however other analysts have provided a contemporary outlook (Bucholtz M. , 1999; Eckert, 2000) In their opinion, the comprehension of the way language is used, seems to be like a collection or range of linguistic forms which has a relation to personas or identities. (Bell, 1984) [7] Interactional stances include act of force and scope of ambiguity. These can be linked to social attributes (e.g. male/female.) [8] Dr. A.R. Fatihi is a Professor of Li a Professor of Linguistics at the Aligarh Muslim University, India [i] Pidgin language (origin in Engl. word `business'?) is nobody's native language; may arise when two speakers of different languages with no common language try to have a makeshift conversation. Because of colonialism, slavery etc. the prestige of Pidgin languages is very low. Many pidgins are `contact vernaculars', may only exist for one speech event.