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  01 MAIN
   
   
  02 NEWSMAKERS
   
   
  03 TRADE & ECONOMY
   
   
  04 INVESTMENT & POLICY
   
   
  05 INFOTECH
   
   
 

06 CULTURE

   
   
  07 TRAVEL
   
   
  08 CALENDAR
   

   
  HIGHLIGHTS
   
 

Lucknow, the next vibrant IT-BPO hub
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  The Spicy Tale
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  Kerala Potpuri
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07 TRAVEL
 


Known as God’s Own Country, Kerala offers a plethora of unique cultural attractions. This is in addition to being a stunningly beautiful destination, ideal for recharging your waning batteries. Strapped for time? We’ve prepared a checklist of the essentials to be sampled. However, do remember that these are just bookmarks in the great book that Kerala is, and one would be advised to flip through more than just these fascinating pages!

Backwaters of Kerala
The Kerala Backwaters are a chain of lagoons and lakes lying parallel to the Arabian Sea. This network includes five large lakes, including Ashtamudi Kayal and Vembanad Kayal (The word ‘kayal’ in Malayalam means lake) linked by 1500 km of canals, both manmade and natural, fed by 38 rivers, and extending virtually over half the length of Kerala. The Vembanad Lake is the largest of the lakes, covering an area of 200 sq km, and bordered by Alappuzha (Alleppey), Kottayam, and Ernakulam districts. The port of Kochi (Cochin) is located at the lake’s outlet to the Arabian Sea. Alleppey, known as the ‘Venice of the East’, has a large network of canals that meander through the town. Ashtamudi Lake is located in Kollam District, and the town of Kollam (Quilon) lies at its outlet. The famous Snake Boat Race, known as ‘Vallam Kali’ in local parlance, is held every year in August to September in these backwaters and is a major attraction. Ashtamudi Lake is a freshwater lake in the Kollam district of Kerala. Ashtamudi means ‘eight branches’ in the local language of Malayalam. This name is indicative of the lake’s topography: a lake with multiple branches.

Kalarippayat
Kalarippayat is the oldest existing martial art form indigenous to Kerala, with a history dating back 3,000 years. The term Kalarippayat is formed joining two words ‘kalari’, meaning gymnasium, and ‘payattu’, meaning to fight or exercise. Every village in Kerala had a ‘Kalari’ run by a master addressed reverentially as the ‘Gurukkal’.

The sumptuous “Sadya”
“Sadya”, a traditional, vegetarian meal served on a green banana leaf, is served at Kerala weddings and during the Onam festivities, and is relished by non-Keralites as much as by the Malayalis themselves. Today, the sadya is recognised as an integral part of Kerala culture. A sadya is served in stages, each punctuated by the serving of a delicious payasam (a dessert made of milk, jaggery, rice, coconut, etc), commencing with the all-time favourite ‘ada prathaman’ and followed at different stages of the meal by other equally exotic payasams, including the deliciously sweet and creamy ‘pal payasam’.

Kutiyattom or Koodiyattam
‘Kutiyattom’, or ‘Koodiyattam’, as known in the local parlance, is perhaps the only surviving art form of our ancient Sanskrit theatre. The word ‘Koodiyattam’ literally means ‘acting together’, with more than one character on stage. The Koodiyattam dance performances are closely allied to the temple rituals. The rituals consist of several combinations of rhythms played on the mizhaavu, interspersed with invocatory songs and dance, and leaving the stage after reciting a benedictory verse. The whole drama itself takes about ten to fifteen days to perform!

Spices of Kerala
Through the ages, foreigners have visited this enchanted spice-land to trade in most exotic commodities - cardamom, pepper, cloves, nutmeg,

mace, cinnamon, ginger, turmeric, and many other lesser known spices, such as cassia and greater galanga. In fact, it would not be wrong to say that had it not been for the spices, the Arabs, the Portuguese, the Dutch, French, and eventually, the British, would not have made such strenuous efforts to first reach and then try to dominate the spice trade, and then this part of the world! No wonder then that it is said, and with justification, that spices like pepper and cardamom were worth their weight in gold. India produces around 2.5 million tonnes of different spices, valued at approximately US$3 billion, and holds the premier position in the world in the spice trade. Kerala, with its virtual monopoly over highquality spices, is often called the ‘Spice Garden of India’.

Ayurveda

Kerala boasts of some of the finest centres of Ayurvedic treatment, some of which can lay claim to a continuous tradition kept alive through the ages by the dedication of generations of ‘aryavaidya salas’. Kerala with its yearround salubrious climate is ideally suited for the practice of this ancient system of medicine. Rejuvenation therapy, or Rasayam Chikitsa, tones up the skin and rejuvenates and strengthens the body’s tissues and internal organs, thus increasing their elasticity and strength. Kayakalpa Chikitsa, or immunisation and longevity treatment, involves elaborate massages, consumption of herbal and Ayurvedic preparations to detoxify the body cells, and de-stressing routines that aid the healing processes while, at the same time, strengthening the tissues and muscles. The Panchakarma treatment is a combination of five separate treatments for mental and physical well-being. It aims at restoring the body’s balance, and tones up internal organs so that they function properly.

FINDING YOUR WAY HERE

Air: The airports at Thiruvananthapuram, Kozhikode and Cochin receive flights from
major cities.
Rail: Kerala has an extensive railway system, well connected with major cities all over India.
Road: Kerala is very well connected by road
with all the major cities.

For more information, visit
www.keralatourism.org

Aamir Khan to be brand ambassador of Athithi Devo Bhava

The celebrated film star Aamir Khan would be the brand ambassador of "Athithi Devo Bhava" Campaign launched under Incredible India by the Union Ministry of Tourism. Mr. Aamir Khan would promote the Tourism Ministry�s efforts through campaigns in the print and electronic media to increase social awareness about the requirements of domestic and foreign tourists, especially women tourists. Mr. Aamir Khan said that he would be doing the campaign without charging any remuneration.

Outbound travel: Indians champs at globetrotting

Outbound travel from India is bucking the trend even as inflation and slowdown coupled with increasing airfares is adversely affecting domestic traffic and corporate travel. Not only have outbound numbers grown from India, especially on short-haul routes, average spend of travellers is also going strong, as per figures for January-July period shared by various international tourism boards. According to industry estimates, the number of Indian travellers visiting foreign shores is poised to touch 12 million by end of this year, about 2 million higher than last year.

"Indians who travel abroad are the top of the pyramid. This group of travellers are not impacted by inflation or increase in air fares as they have high disposable income," says SOTC COO Sunil Gupta. For instance, Indian arrivals visiting the island country Malaysia was up 30% to 3.35 lakh in the first seven month of this year from 2.6 lakh during the same period of last year. For Singapore, the inbound figures for Indians have increased by 8% this year compared to last year. Honeymooners haven, Mauritius, received around 25,000 Indians between January and June this year, a 10% increase from the same period last year.

Even an emerging destination Korea saw an 8.5% growth in arrivals from India in the January-June period this year, compared to the corresponding period last year. Long-haul destination Finland, that is witnessing a growth rate of over 25%, expects around 62,000 Indian tourists by 2008 end. And, it's not just arrival figures, Indians are high spenders too. "Though an exact fix on spend for this year is not available, Indians for sure haven’t reduced their spend either on shopping or F&B. The Great Singapore Sale was a big hit among Indians," says Singapore Tourism Board area director Kenneth Lim.

In 2007, the overall tourism receipts of Malaysia from India was above $1 billion. "Since most Indians travel with their families, the average expenditure is significantly higher compared to inbound tourists from other countries," says Tourism Malaysia director-India P Manoharan. Indian travellers are also getting more experimental than before. “Our analysis indicates that Indians not only spend on shopping but they experiment with cuisine too. Indian travellers are also upgrading to four and five star hotels paying more than $100 per night,” says Cox and Kings business development head Karan Anand.

Source : IBEF