What is latest in 2012

What's new in 2012: Movies

It started in 2011

The Dirty Picture has hit pay dirt; and its elated leading lady Vidya Balan enthuses, "Fifty years ago, Meena Kumari, Nargis and Nutan played characters of substance. We are returning to those times."

If 7 Khoon Maaf hadn't bled red all over the box-office balance sheet, the credit for re-ushering heroine-dominated films would have gone to Priyanka Chopra, who turned the tide three years ago with Fashion. The movement has been surging and ebbing ever since. In 2011, Rani Mukerji and Balan anchored No One Killed Jessica and in Mere Brother Ki Dulhan, Katrina Kaif was like a bride walking down the aisle, the cynosure of all eyes.

But it was Balan's take-no-prisoners performance in the year's most-talked about film, The Dirty Picture, that earned the heroine the epitaph of the Female Khan. Unlike a Chameli or a Corporate that wowed the critics but cowered at the box-office, The Dirty Picture is an all-round winner. 

Balan's power has motivated others. Sonam Kapoor says, "It is not just about big heroes any more. It is easier now for girls to put their foot down and assert, 'This is the kind of role I want to do.'" A spirited Chopra agrees, "It's a great time for women in Bollywood."

Women have passed the litmus test of success. In 2012, it will be time for the Heroine (Kareena  Kapoor plays the titular role in this Madhur Bhandarkar film) to tell her Kahaani (Balan will essay the protagonist in this Sujoy Ghosh thriller).

Big hit in 2012: Heroines Turn Heroes

I wanted to approach Vidya's character as The Dirty Picture's hero rather than its heroine. She does all the things that a man would -- she is ambitious, brazen, entertaining. I was convinced that the female audiences, and not the men, would make the film a blockbuster; and I was right. I think it takes immense courage to make a movie about a woman. Besides me, Naseer, Emraan, Tusshar and Rajat Aroraa allowed her to take the bit between her teeth. Men have to be gallant enough to allow the actress that privilege. It will, however, take time for heroine-centric films to become a trend, because men have big egos. Besides, there aren't many women who can pull off what Vidya has.

-- Milan Luthria, director, The Dirty Picture

What's new in 2012: Television

It started in 2011

2011 has indicated that TV is no longer the poor country cousin of films. Hrithik Roshan, Sanjay Dutt and the picky Aamir Khan (his TV debut will happen in 2012) are recent additions to the tribe of film stars who have their vanity vans parked outside TV studios.

Now, this list covers every major long-established male star in the country, including Shah Rukh, Akshay Kumar, Salman Khan and Amitabh Bachchan. "Big filmstars are coming to TV, and this has helped it gain respectability," observes TV doyen Archana Puran Singh ('Comedy Circus').

A regular paycheck is a major attraction in television. Veteran eyeball grabbers -- Ram Kapoor, Saakshi Tanwar, Mohnish Behl, Shweta Tiwari, Hiten Tejwani and Rajeev Khandelwal -- continue to swear by television for their bread, butter, and jam too. And Ekta Kapoor, now an established film producer, still devotes considerable energy to Balaji Telefilms which gives her golden eggs like Bade Achhe Lagte Hai and Pavitra Rishta.

The advent of satellite dish television is expected to unleash a further boom. "In 2012, channels will depend less on advertisers and more on household subscriptions," Singh predicts. "Thanks to intense competition and the desire to reach every household, quality programmes will be made. Consequently, big money will be pumped into television in the next two years and TRP earners will be paid very well."

With Anil Kapoor eschewing the usual reality shows and instead producing and starring in the big-budget Indian version of the espionage-themed '24', TV will not be labelled the 'small screen' in 2012.

Big hit in 2012: 'Small' screen? Says who?

Earlier, strugglers would seek work in a Sunny Deol film because his immense popularity in the interiors helped them reach new markets. Today, we have television to do that job. It has got me into remote corners of all the states. TV is not a waiting station for big screen aspirants; on the contrary, it is a great platform. I am from a non-filmy background so initially when I knocked on film producers' doors, they did not entertain me. But TV has done the magic. Right now, I am looking at films but if something great comes my way on TV, I will accept it. Considering the reach TV can boast of, why not?"

-- Mishal Raheja (famous as Duttabhau of Laagi Tujhse Lagan)

What's new in 2012: Gadgets

It started in 2011

Apple sold around six million iPads every three months last year. According to some estimates, it sold 11 million in the fourth quarter alone. Experts now peg tablet sales for 2012 at over 70 million -- a figure that could change dramatically depending on how non-iOS players perform.

Strong competitors like the Samsung Galaxy Tab 8.9 and Sony Tablet S already exist, while potential biggies, like the dual-core Android 3.0 Nvidia Tegra 2 CPU or Tegra 3 with Ice Cream Sandwich 4.0 OS, wait in the wings. Even as you read this, every vendor and his aunt is working on a potential iPad-buster while Apple, of course, will focus on the iPad 3.

Back in 2010, the possibility of a tablet controlling your television set or acting as a replacement for your newspaper seemed far-fetched. Not many may smirk at the suggestion today. Schools are more open to using them, as are hotels and hospitals.

2012 will inevitably be a year of matters related to tablets: Platforms, services and strategy, the need for manufacturers to differentiate their products, a re-examination of business models, the thorny issue of price barriers and the possibility of a smaller or cheaper iPad.

The interesting thing about 2011 isn't that these names -- or, more importantly, numbers -- made it our Year of the Tablet. It's what that actually meant for the idea of personal computing. IBM introduced its first PC in 1981 with a 8088 processor and 16 KB of memory. Think about that for a while.

big hit in 2012: Tablets and platforms

Flexible devices are a definite possibility in the months to come, if video footage of some conceptual tablets is anything to go by. Some manufacturers are exploring options with AMOLED (active-matrix organic light-emitting diode) display technology, which could make tablets of 2011 look like relics. Technology aside, I think the big leap will be in services, as the user-base expands. 3D games, translation services, payment gateways -- there are some areas I foresee changes in. It all boils down to adoption: if a significant number of people insist on conducting business via tablets, applications will arise to make their lives simpler.

-- Salil Chandrashekar, co-founder, Snapwork Technologies

What's new in 2012: Technology

It started in 2011

If you begin reading this on your smart phone, find it insufferably boring two sentences in, then decide to give it another shot on your desktop hours later (at the precise word you stopped), you have a vague idea of what cloud computing can do. It's been around for while, of course, but it's safe to refer to 2011 as the year of 'mainstream exposure' to the idea. Twelve months ago, we weren't discussing Software as a Service (SaaS) or a private cloud as feverishly, were we?

Why this happened in 2011 is a combination of three factors: costs, implementation and adoption. Now, potential revenue from cloud services may touch 80 billion USD before 2012 rolls in. This is still a mere drop in the ocean that is IT spending, but it reveals that more businesses approach the cloud with respect rather than cynicism.

Another thing 2011 did was compel existing players (like Google) to boost cloud offerings while tempting others (like Microsoft and IBM) to create new ones. Old school businesses may continue to raise questions about security and control, but many of these issues are being addressed. Those who have taken the plunge by exploring infrastructure as a service in the public cloud are now looking at the private cloud.

Here's the biggest advantage: If you're a start-up trying to emulate what a juggernaut took decades to build, the tools are now at your disposal for a fraction of the cost. Tempting, isn't it?

Big hit in 2012: The cloud will get bigger

Cloud computing is certainly thriving. We are already running a large infrastructure off the cloud, and it has been running like clockwork for about two years now. What I like most about cloud computing though, is that it has given young people with little resources the power to try out big ideas on industrial strength infrastructure. It has empowered poor inventors to the same extent as it has threatened big businesses. Bob Dylan's metaphor has new meaning now: 'And but for the sky there are no fences facin' ¦ 

” Zaki Ansari, Chief Product and Technology Officer, Bloomberg UTV

What's new in 2012: Careers

It started in 2011

Moving away from the beaten path was the biggest trend of 2011. A lot of highly-qualified (think IIT and IIM-A here) and creative people moved away from traditional career choices and did extremely well for themselves.

For one, young IIT and IIM graduates started their own carbon consulting companies with an initial investment of a few thousand rupees and became the first to tap the over $1 trillion international market potential. Within a year of these companies starting up, these youngsters could boast of having Indian giants such as Pidilite, UB group and Mahindra as their clients.

Secondly, online media became all pervasive, and the boom of social media gave birth to now-ubiquitous social media consultants, social managers and executives. 

These media managers raked in the moolah managing media for corporates, NGOs, artists, brands, politicians, celebrities, etc. Anybody and everybody who matters (or not) now has an online social presence and someone managing their online public profiles for them. 

Lastly, the live music scene in the country saw a huge growth, thanks to the increase in music festivals that were mostly sold out and a spike in the number of international artists visiting the country in 2011. As a result, careers like live music streaming and gig photography have emerged out of this scene. In 2012, as the number of festivals increase and get bigger and audiences and sponsors make their way into the picture, these careers are sure to become big enough for people to consider them as full-time financially viable options.

Big hit in 2012: Gig photography

There has been an increase in the number of gig photographers in the country. When I started gig photography in Delhi in 2006, I would see maybe two or three photographers documenting a performance. Now, every gig has around 10 photographers. There still isn't a lot of money in the profession, but as the number of music-oriented publications in India go up and the number of music festivals increase simultaneously, the demand for gig photographers is bound to increase. Gig photography has already become a regular feature in the portfolios of a lot of professional photographers and will only grow in the long run. 

” Bobin James, acclaimed gig photographer and Executive Editor of Rolling Stone India  Pic (above) courtesy/ Bobin James

What's new in 2012: Music

It started in 2011

The sounds of nature don't just include croaking frogs and chirping birds. On a chilly December morning, you would have also heard indie musician Ankur Tewari at a campsite near Igatpuri. Jumpstart, a six month-old group that organises outdoor sports, recently began incorporating musicians in their entourage for their camping trips with The Great Gig In The Sky, that covers travel, food, stay and activities like rock climbing or rappelling at a cost of Rs 2,500.

"We prefer to have local musicians, who accompany us on a voluntary basis. It isn't a commercial platform, so there aren't stages or sound equipment. It's a campsite and after the performance we have campers sing too," says Akul Tripathi, co-founder of Jumpstart.

On the January 14, they plan to organise a camp with Swanand Kirkire at Pali in Raigad district. For Woods Talk Festival organisers,  green is the new "cool" and they are taking it a step further by setting the festival 45 km ahead of Rishikesh in the woods of Mahadev Chatti, along the Ganges. Vivek Binepal, director of Soul Curators that organised the music at the event held in November 2011, set up the stage amidst nature and advised revellers to keep the zone plastic-free. 

"We don't put up posters telling people to live green, but we incorporate the message through action," says the 32 year old. The next event will take place in February at Gulmarg in Kashmir. The week-long event will include a skiing tournament, snowboarding exhibition, local artisans and DJs keeping travellers entertained. "We're planning to get state tourism and transport boards on board to sponsor the event," explains Binepal.  2012 will also begin with the country's first Storm music festival at Coorg on January 20 and 21.

Big hit in 2012: Outdoor Music Festivals

We are a young country. People have hectic work schedules, they have disposable income and they want to get out of the city for a short trip. They are tired of local pubs and hangouts and there isn't any government agency that caters to organising camps. We are able to include a host of activities in a weekend trip not too far away from the city where you can visit a place, try out some sports and have a sing-along around a campfire. People have realised that it's an untapped market and there will be others who wish to make money from it.

” Akul Tripathi, co-founder, Jumpstart Pic courtesy/ Akul Tripathi

What's new in 2012: Queer life

It started in 2011

It was a year when initiatives were started, and integration into the mainstream became the call of the hour. With more people (not just activists) supporting the queer cause, for the first time last year, the Pride was a week-long celebration in the city. 

 Book readings, pop up stores, speak-easy events, dances, and play performances culminated in the Queer Azadi march. Another interesting development was the rise of the 'out' queer entrepreneur, catering to both, straight and queer customers. While commerce played leveller, discussions about legal rights for the LGBTQ community gained prominence once more. 

The reading down of Section 377 of the Indian Penal Code that criminalised homosexuality paved the way for parents and families to speak up on behalf of their queer children. 

Chitra Palekar, one of the parents, who has signed a petition against the appeals against the reading down of Section 377, initiated an email helpline and encouraged parents of queers to form a support group. 

In November, the World Bank offered funds for New Delhi-based research organisation Amaltas and Mumbai-based sexual health organisation Humsafar Trust, to hold consultations within the community's lawyers, activists and law-makers to chart out a legal roadmap for queer groups in India. 

This formed part of a growing discussion on the rights and privileges that queer people in the country are denied. Last month, a group of Wilson college students chose an interesting topic for their final year media project: the silence imposed by society on queer persons. They organised a PFLAG event -- for parents and families of lesbian and gay persons. In December too, the Humsafar Trust, and Shobhna Kumar of Queer Ink opened a resource centre for lesbian, bi-sexual, transgender women in the suburbs. 

However, even as gay parties became de rigeur, arbitrary crackdown by authorities continue. Harassment at workplaces, and homophobia in families remain a matter of concern.  

Big hit in 2012: Queer visibility

The LGBT community will be a lot more visible. We'll see more individuals, rather than organisations, take  initiative. This is happening with the (January 28) Pride arrangements, where a lot of young LGBT people are at the helm. In the 18 years that I've been an activist, I've never seen the kind of comfort that today's youth possess about their sexuality. And of course, we hope the Supreme Court passes a verdict this year that will uphold the Delhi High Court ruling on Section 377. 

  ” Vivek Anand, CEO, Humsafar Trust

What's new in 2012: Fashion

It started in 2011

Both on and off the runway, we saw deep red tops paired with fuchsia pink skirts. We watched black shirts complement green pants. Prints were done away with and neon colour was embraced. Fashion designer Sabbah Sharma explains, "An outfit broken by solid colours or colour blocking was one of the major trends of 2011 and will definitely carry forward to 2012." 

2011 also saw a type of '80s revival, with the popularity of the loose shirt, shoulder pads and wide leg trousers. Sharma adds, "There is an emphasis on comfort. Wearability of garments is very important. While they do have their roots in androgyny, the cuts and silhouettes that work are those that are a little more flattering for people." 

Lace also made an appearance in a prominent way. If not as accents on shirts, dresses and pants, then as jackets and skirts in different colours and styles. An overjoyed Sharma says, "Lace is here to stay. It came in last year and I see designers having fun with it next year. Lace in brighter colours will be big."

Classic pieces, especially those that could be worn from day to night were a hit in 2011. The idea of simply changing up your day look by accessorising or layering struck a chord with people. A fuss-free approach was more appealing than a laborious dress-up.

As apparel and accessory designer Nachiket Barve puts it, "Fashion became about clothes you could live in. People weren't flocking to designers only to buy wedding pieces. They wanted to look stylish and at the same time, wear clothes they could breathe in."

Big hit in 2012: Indian clothes will get a twist

2012 will be the year fashion 'returns to India'. Waistcoats will make their way on kurtas. Sarees will be worn with a new take. It will be a re-interpretation of the Indian aesthetic. Indian silhouettes have always been flattering to the Indian figure, showing off the right curves. It will be interesting to watch people experiment with the range of pieces India has to offer.

” Nachiket Barve, apparel and accessory designer

What's new in 2012: Gaming

It started in 2011

2011 will go down as the year video games took their place at the very top of the entertainment industry. The industry has been growing exponentially, but the astounding success of Activision's Modern Warfare 3, which grossed over 1 billion dollars in 16 days, beating Avatar to become the highest grossing title across any medium ever, made everyone stand  up and take notice. Even less fancied titles, like uber-geeky RPG Skyrim have grossed upwards of 500 million dollars.

This enormous success, however, comes with a dark cloud attached. The bestselling games this year -- MW3, Elder Scrolls V, Gears of War 3, Uncharted 3 and even critical darlings like Dark Souls are all sequels. The need to exceed expectations has an ever-rising price tag -- these big budget titles have development costs of over a 100 million dollars. Rising financial stakes makes studios risk-averse, as they increasingly turn to established franchises and eschew new ideas in favour of iterative changes to a tested formula.

However, away from the giant studios, innovation thrives in a new eco-system. Digital distribution channels like Steam and XBOX Live give independent developers a great platform to showcase unique, experimental games like Limbo and To the Moon, to name just two, that push boundaries of narrative and gameplay in interesting directions.

2012 shall probably be the last of the current console generation -- the twilight years of every console are usually the best -- so gamers can expect more strain on their wallets in the new year what with blockbusters like Max Payne 3, Mass Effect 3 and Diablo 3 expected to launch. Anticipation for the next generation is already building in fan forums, but the true revolution, though quieter, may be happening elsewhere.

Big hit in 2012: Mobile gaming

Everyone is a gamer today. Mobile phones and Facebook have made us all gamers. If you play Farmville or Angry Birds, you qualify as a gamer. These games are simple, cost below 1 lakh USD to build and are consumed by a new breed of casual gamers. And the opportunity is very large -- Angry Birds has seen over 500 million downloads. The Mobile phone is the console of the future. It is widespread, social and it is always with you.

-- Rohith Bhat, 

CEO, Robosoft and 99games

What's new in 2012: Books

It started in 2011

Young Adult literature grew up and began to tackle topics like sexual harassment, psychosis, divorce, homosexuality and politics. In 2012, management author Subroto Bagchi will be out with a book that will provide the young Indian reader "an MBA at 16" by addressing questions on entrepreneurship and social responsibility. "The idea is to address (children) in a manner that treats them as equals," explains Bagchi, co-founder of Mind Tree, a technology solutions enterprise.

Meanwhile, more female writers started claiming the erotic literature genre for themselves. Venus Flytrap, an anthology of erotica by women authors will release in April. Published by Zubaan, it will have contemporary and pre-modern writings, including translations by poets Lal Ded (14th century) and Andal (8th century). Rosalyn D'Mello, the editor of the anthology, is also working on a book titled A Handbook For My Lover.

One of the most visible trends in 2011 was the boom in cheap, low-cost paperbacks, some selling at less than Rs 100. Vaishali Mathur, senior commissioning editor, Penguin, says Metro Reads, one such series started by Penguin for the  reader on the move, fared quite well.

"We've ended the year successfully with Ravinder Singh's book, Can Love Happen Twice? selling over one lakh copies in the week of its release," she says. This indicates a boom in first-time authors, thanks to publishers willing to bet on sheer numbers of readers. While the quality of these paperbacks are not top-notch, it is interesting to note the industry report brought out by AC Nielsen under their BookScan programme, which revealed that Indian publishers like Jaico, Srishti, Rupa and Westland dominated the top 50 bestseller list more than foreign counterparts.

With Chetan Bhagat, Ravinder Singh, and Preeti Shenoy outselling the likes of John Grisham, Wilbur Smith and Steig Larsson,  the bar of classifying a book a bestseller has been raised, as many Indian authors have seen sales in excess of one lakh copies per title. 

Big hit in 2012: Publishers will sell e-books

2012 will only see Indian authors outsell foreign ones, as even foreign publishers will shift focus to publishing commercial Indian authors. Penguin, for instance, ended 2011 with the launch of Ravinder Singh's new book. 2012 will be a watershed year for e-books, with various Indian websites gearing themselves to offer these for download. We believe Amazon.com will launch their Indian website this year, and if they do so, they are bound to be aggressive in promoting the Kindle and their e-books. All in all, there is the promise of exciting times ahead in India, one of the few markets in the world where book sales are said to be growing at an annual rate of 15 per cent.

--Gautam Padmanabhan, CEO, Tata Westland, which already has 20 e-book titles in Amazon, and will add another 200 this year

What's new in 2012: Interiors

It started in 2011

There are several interior trends emerging for 2012, from fashion's dramatic colour-blocking that is percolating into decor, to shabby chic where you merge the old with the new. But the strongest trend we've noticed is the comeback of the colour grey. In light and dark shades, it is making a strong presence felt in interior furnishings and accessories across the world -- and can India be far behind?

While at first glance grey appears limited and masculine, its key advantage is actually its flexibility. Pair it with black and beige, or layer it in multiple textures (like a traditional herringbone pattern) and shades and, yes, it remains firmly masculine. But you can also team it with a variety of colours to create a whole range of looks and feels. Though purple, the perennial favourite, looks like it's finally on its way out this year, you can keep your favourite purple pieces to accentuate and balance your new grey look if it threatens to become too monotonous.

Pair grey with white and yellow (another colour that's on its way in) or white and light green, and you have a light look that's just right -- not too serious, not too  frivolous either! However you choose to use it, there is a grey look that's right for you. Bring the trend home in 2012.

Big hit in 2012: Grey is back

Internationally, grey is making a comeback in interiors in a big, 

big way. It's a more versatile colour than it immediately appears to be, and I love how it can be masculine and feminine, young and elegant at the same time.

-- Tara Kaushal, former launch editor of BBC GoodHomes, and co-founder of www.HeavenandHome.com, an online magazine and e-commerce portal for the home.

What's new in 2012: Art

It started in 2011

Photography has been an upcoming trend for a long time, and 2012 is about time it actually arrives! We're not sure photography even qualifies as 'new media' anymore -- and yet, it continues to struggle for due recognition. We believe there is just one thing that has been holding this art form back, preventing it from entering your home -- a mindset. 

In 2011, photography, held its own against traditional ink, oil, acrylic on canvas and even paper art, like the abstract print from artist-photographer Sahil Mane's 'Orgasm' series holds the dramatic pink and green decor together (see picture above). 

Photography needn't always be photo-realistic; an accurate depiction of reality is not all photography can provide. Figurative or abstract, landscape or portrait, photography as a medium caters to a range of creative expressions -- as many, perhaps, as traditional art.

One of the myths about photography is that while a traditional art piece is one-of-a-kind, a photograph can be printed multiple times and, therefore, lacks exclusivity. However, you can be rest assured that any reputed art-photographer and gallery will only release a limited edition of prints, ensuring your artwork is exclusive.

And does this art form appreciate? Hell yes! A google search will reveal the breathtaking prices Ansel Adams' and Richard Avadon's prints are fetching -- so clearly, in the more mature international market, photography is seen as a viable investment. Then why is the Indian market so far behind? 

Photography will prove a strong trend in art in 2012. Get a print home!

Big hit in 2012: Photos as art

Collecting photography today in India is a wonderful, daring, plentiful and affordable adventure. 

We will reminisce about these times one day. The standards are being set by photographers and galleries alike for high-quality collectible limited-edition photographs.

-- Matthieu Foss, who runs the eponymous photography-exclusive Matthieu Foss Gallery in Mumbai. Pic courtesy Shahid Dattawala

What's new in 2012: Eating Out

It started in 2011

Belgian franchise Le Pain Quotidien was among the first Belgian restaurants to make an appearance in the city last year. French bistro Chez Vous popped up soon after as did The Table, with a mishmash of world cuisine and even as Farrokh Khambata's kitchens started churning out Mediterranean cuisine with an emphasis on Spanish fare, two of the world's finest Oriental restaurants set up shop, courtesy the Hakkasan Group. 

Juhu's Greek restaurant Opa is the newest foreign-food entrant in the city but even smaller ventures like Churchgate cr perie, Suzette, Australian franchise Chocolateria San Churro's outlets and Belgian patisserie and cafe Debailleul at Prabhadevi have received a warm welcome here.

TV show MasterChef Australia's immense popularity added fuel to the fire, given the city's sudden proclivity for fancy, foreign fare, even as restaurateurs cashed in on the spending power of an increasingly affluent middle class. 

Mumbai's palate seems all poised, and top chefs in the city seem only too happy to give the public what it craves -- innovation. The InterContinental's Chef Paul Kinney had talked to us about his experiments with molecular gastronomy earlier this year, Indigo, Tote on the Turf and Veda all, revamped their menus recently, and Le 15 Patisserie routinely plays around with flavours in a bid to thwart monotony and retain its fresh appeal. 

The upcoming year will undoubtedly see more of the same what with a host of new foreign entrants expected -- a little birdie even told us Japanese Teppenyaki chain Benihana is practically around the corner. Quality rather than quantity proved to be the clincher in a city that now knows its onions, and we're not just speaking metaphorically. 

It was possible to confuse a cappuccino for an espresso about a decade ago, but the last year has given us a crash course in culinary education for city residents, who now know exactly how to dot the 'I' in Sushi and cross those 'T's in T-Bone Steaks.

Big hit in 2012: Fine dining will get finer

A lot will depend on cold chain management when it comes to Western food. Quality ingredients will be the key. I don't see a shift toward a specific cuisine, but you will see a lot more finesse in the dish served to you. The market is maturing and there's an appreciation of nuance. Restaurants will need an underlying trademark that differentiates them.  

-- Rahul Akerkar, director, DeGustibus Hospitality, which owns Indigo and Tote on the Turf, among other properties

What's new in 2012: Community

It started in 2011

As is evidenced by the number of glittering shopping malls and Italian, Mexican and whatnot diners, it is the moment of the Indian middle class and affluent. But while highrises took over slums, malls became new public spaces, and newspapers reflected middle-class aspirations in 2011, there was also a noticeable, albeit few instances of the 'disenfranchised' and underprivileged staking claim over spaces that was once theirs or were told did not belong to them.

Meanwhile, ever since Sunday MiD DAY broke the story about slumgolf, 

one of the players, Suresh Ramesh Mehboobani (in picture), has 

become a popular face in the locality and amongst professional golf 

players in the club. "Many Sirs (professional players) donated golf sticks 

and equipment after learning about me. And our game has become 

very popular. Now we play it every week and I have seen many 

youngsters, some not even caddies, who are taking to the game," he 

says, adding, "Our golf is better than theirs (professional gulf)."

Thus in many of Mumbai's slums, especially the ones surrounding the Bombay Presidency Golf Club (BPGC) in Chembur, youths are taking up and making their own a sport strictly meant for the elite.

Loosely called slumgolf, these youngsters use iron rods, which they twist to resemble a golf stick, gas cylinder rubber pipes to serve as grips, and Rs 5 worth plastic balls to play golf in many slums' bylanes. Once a month, these youngsters, most of who work as caddies in the golf club, meet for large tournaments, where they contribute money to buy prizes and trophies.

Similarly, in a neighbouring slum in Mankhurd, a 26 year-old Amol Lalzare works as a journalist reporting on issues in Mumbai's slums. He is part of a network of correspondents across India called IndiaUnheard who report about under-reported areas. 

Supported by the human rights non-governmental organisation (NGO) Video Volunteers (VV), many such models are springing about in the country. Mainstream channels like NewsX telecasted IndiaUnheard videos and the group hopes to break even and become a profitable venture soon. Other similar models include a group called Aapna Malak Ma, which makes news videos for  rural areas in Gujarat. 

Even members of the Dalit community are taking big steps, and groups like the Dalit India Chamber of Commerce and Industries (DICCI), a group of Dalit entrepreneurs, are going from strength to strength. Particularly promising was the May 9, 2011 decision by the Confederation of Indian Industries, which announced 'affirmative action', meaning atleast 15 per cent of all services and goods required by member companies would be offered to Scheduled Caste and Scheduled Tribe entrepreneurs.

Big hit in 2012: More spaces to claim

We will create a Dalit Venture Capital Fund by mid 2012. Initially it will be a Rs 500 crore fund, but we will later rope in more industry bodies and increase the amount. Also, we will start 50 new DICCI chapters across India. 2011 proved a great year for us; 2012 will be even greater.

 -- Milind Kamble, chairman of DICCI

What's new in 2012: Consumer

It started in 2011

India may be one of the world's largest economies, but its growth story has been marred by the absence of a major player -- India's villages. But this is now changing. As Pradeep Kashyap, considered the father of rural marketing and the CEO of Mart, a consultancy on rural markets, put it, "The urban market has saturated. How many more mobile phones or pressure cookers can one sell in cities? Everyone already has one."

Since 2010, Hindustan Unilever, the country's largest fast moving consumer goods (FMCG) company, has been on a major extension drive, reaching out to 7.5 lakh rural outlets. South Korean automobile manufacturer Hyundai, whose market share fell from 20 per cent to 19.7 per cent in 2010, plans to revive its fortunes in 2012 by launching a car specifically designed for the rural market. And if to overcome lack of grid power, Coca Cola launched a chest cooler that operates on solar energy, Godrej launched Chotukool, a refrigerator that doesn't have a compressor, but a cooling chip with a fan and is priced as low as Rs 3,500.

According to experts, not only is the growth story stagnating in urban markets, income levels in semi rural and rural areas have increased. In the last 10 years, India has experienced eight good monsoons, the dairy and poultry business is seeing phenomenal growth, and even the handicrafts sector is taking off.

A November 2010 study by The Nielson Company states that the FMCG market in rural India is tipped to touch US$ 100 billion by 2025 on the back of 'unrelenting' demand. Another study, by the National Council for Applied Economic Research, states that the average rural family income is expected to rise by 27 per cent in the next five years.

Big hit in 2012: A new crop of consumers

The new year appears poised to prove to be an even 'bigger' year for the rural market. Interest now is at a maximum. Companies are realising that while some problems like bad roads, lack of electricity, etc, persist, it is far less competitive to cater to a rural audience than an urban one.

-- Prashant Mandke, vice president of Anugrah Madison, advertising agency

What's new in 2012: Advertising

It started in 2011

In 2011, India continued to be one of the fastest growing advertising markets in the Asia-Pacific region. Non-digital mediums such as TV, print and film continued to command most of the advertising pie. However, radio and Internet advertising saw exponential growth.

The story of advertising growth is best told in numbers, and while the official 2011 advertising figures are not out yet, if one goes by the widely trusted projected growth by PwC Analysis and Industry Estimates 2011 report, Internet advertising would have been the fastest growing advertising medium in 2011, registering a whopping 29.9 per cent spike as compared to 2010, while radio would make a remarkable comeback and be a close second 25 per cent. 

The massive growth of digital advertising in the country could be attributed to increasing broadband penetration and growth in mobile Internet, arrival of 3G services and the markets getting flooded with affordable smart phones. One cannot ignore social media websites, however, on which advertising registered a growth of 54 per cent in 2010-11.

Big hit in 2012: Internet advertising

The appetite for digital advertising is increasing, and companies and brands are moving their digital accounts from really big ad agencies to specialised agencies like ours. We now have the digital accounts for companies like Britannia (handled by Lowe Lintas) and Tata Motors (handled by Ogilvy). As the pressure on the economy grows, companies will cut down on hoardings and other regular and expensive forms of advertising, and digital advertising will only grow at a rapid pace. The advertising numbers may go down, but the share of digital in the advertising pie will only go up. 

” Sandip Maiti, CEO of Experience Commerce, a digital agency that handles clients such as Britannia and Castrol Pic courtesy/ Sandip Maiti

 

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