BUSINESS CORRESPONDENCE

THEORY OF BUSINESS LETTER

WRITING

Transmission of messages with business letters is a

preferred way of communication. Despite the popularity of e-mail
communication for internal and external communication, business
letters have maintained their importance in commercial
communication. A business letter has all the advantages of written
communication in that it is a permanent legal document, it can be
stored and referred to when required.

A business letter is different from a personal letter in its

structure. Since a business letter represents the organisation, this
chapter proposes to revise for students the basics of business letter
writing.

I. Components / Parts of a Business Letter:

A business letter has the following components:
i) The Basic/Obligatory Parts:
1. The address of the Sender/ Letter Head/ The Head
address
2. Date
 3. Inside Address/ Receiver‘s Address
4. Salutation
5. Body of the letter
6. Complimentary Close
7. Signature

1. The Address of the Sender/ Letter Head or The Head

Address
This is the address of the sender. It is printed at the top of
the letter.
It includes
i. the name of the sender— an individual or the organisation
ii. the postal , web, e-mail address
iii. contact details such as telephone, telex, fax numbers
iv. logo or emblem of the sender

The Head address is prominently displayed and is the first to

catch the receiver‘s attention. Therefore, a lot of effort is taken by
the sender, especially organizations, to aesthetically design it.
While writing the sender‘s address one should keep in mind that it
should look neat, uncluttered and the should include only
necessary details. For Example:

Mr. Ashsish Awasthi,

Marketing Manager,
Career Watch, 7, Ahuja Gardens,
Andheri [W], Mumbai 600085
Ph. 266664320. Mob. 9823342405.
Email aash92@[Link].

Wappinger‘s Falls, New York-12590

Phone : (866) 528-9151 - Ext 22
Fax : (866) 849 6857
Mail: sales@[Link]

Websites: [Link]; [Link]

2. Date: A business letter must contain the date, month and the
year on which it is written. This gives the letter its legal validity and
lets the receiver know when it was written. It is essential for the
purpose of filing and sorting of letters. It also helps in tracing a
letter.
Various ways of writing the date:
a. The American Way :
September 9, 2008 [Month is written first, followed by the date,
which is followed by the year]

b. The British Way :

9th September, 2008 [Date is followed by the month and the year]
c. The Indian Way
09/09/2008 [Day and month are both written in figures. This could
cause confusion. So it is best to avoid this
way of writing the date]

3. Inside Address: This is the address of the receiver of the letter.

It contains the details of the receiver. In official correspondence,
normally this address includes the designation of the receiver, and
his address for correspondence.
Example:
[Link], The Personnel Manager,
Personnel Manager, Bayer India Ltd.,
Bayer India Ltd., ExpressTowers, Nariman Point,
Express Towers, Nariman Point, Mumbai 400001
Mumbai 400001
It may comprise the full name and designation of the
receiver as well as the name and address of the company he works
for. The letter could be addressed to the company itself. In the case
of partnership concerns ‗Messrs‘ or ‗M/s‘ can be placed before the
name.

4. Salutation: This is the mode of addressing or greeting the

receiver. Salutation indicates the relationship between the sender
and the receiver.
Some of the formal modes of addressing the receiver:

i. Sir /Madam [Subordinate addressing the superior, very

formal]
ii. Dear Sir/Dear Mada [Most commonly used form]
iii. Sirs or Dear Sirs [To be used when one is writing to a
company and not to an individual]
iv Respected Sir [no longer being used, avoid using it while
applying for a job]
v. Dear Mr. So and So [When one knows the receiver]

5. Message: This forms the core of a business letter. Planning a

business message involves deciding about the purpose of the
letter, how to communicate to the receiver to meet that purpose,
who the receiver is, and what the sender wishes to achieve by
sending it.

The next step is that of structuring the business message. A

business message must have an opening that gives the required
information, a middle that gives the required details, and a close
that suggests the expected action.

6. The Complimentary Close [Subscription]: This is a

conventional way of signalling a polite end of the letter. One must
not end the letter abruptly. Salutations and complimentary closes
that go together:
‗Sir‘ or ―Dear Sir ‗Yours faithfully,‘ or ‗Yours truly,‘.

‗Dear Mr. ……‘ ‗Yours sincerely,‘ or ‗Yours cordially,‘.

□ Things to remember while writing the complimentary close:

□ Ending with participle phrases like ‗thanking you‘,
‗awaiting your reply‘, must add words like ‗We are‘, or ‗I
am‘, just before the complimentary close to complete
the syntax. Endings such as ‗Thanking you in
anticipation‘, have become obsolete and are very rarely
used in commercial correspondence of the day.
□ While writing the complimentary close, please note that
□ ‗ Y‘ in ‗Yours‘ is capital.
□ ‗ s‘ in sincerely [the first letter of the second word
is lower case.]
□ The word Yours does not have an apostrophe. It
should not be written in the following manner:
Your‘s [This is incorrect]

7. Signature: A letter is incomplete if it is not signed. The

signature of the sender must be followed by his full name and
designation. The signature authenticates a letter. It is the signature
that makes the letter a legally binding entity, both on the sender as
well as the receiver. However, in many electronically generated
letters, signatures are not required, or an electronic signature is
used.

Various ways of signing a letter :

□ i. Sd/-
M Ahuja
Mrs. Mona Ahuja,
Manager.
□ ii. A person holding special power or power of
attorney signing on behalf of the firm. Per pro S4
Solutions
Sd/
Ashish Awasthi
□ iii. A person signing in place of a senior authority in
his absence
For the Principal
Sd/-
Mrs. Job
Vice-Principal.

ii). Optional Parts of a Business Letter:

1. Reference number: Business letters possess a reference
number which normally comprises of the typist‘s initials, the date on
which the letter was received and the serial number of the letter.
However, this coding may differ from organization to organization.

A reference number helps in maintaining the record. At the

receiver‘s end it serves as a context in which the messages get
exchanged. For instance,

The receiver who is responding to a letter of complaint received

writes
This is in reference to your letter no……….
The reference number may contain two numbers and could be
written in the following manner:
Your Reference :
Our reference :

2. Attention Line : Attention line is inserted when the sender wants

to focus the attention of the receiver to whom the letter is
addressed. It is written in the following manner:
For your kind attention:
3. Subject/ The Caption Line: The subject line tells the receiver, at
a glance, what the letter is about. It highlights its main purpose.
The letterwriter must determine beforehand what s/he wants the
receiver to understand from the letter. The subject line should be
written in as few words as possible, and should capture the
essence of the letter. Caption also helps while sorting letters by the
subject and storing them accordingly.

For Example:
□ i. Subject: Excuse Note.
□ ii. At times, instead of subject, ref: or re: is used to
refer to correspondence.
For instance:
Re: Your letter dated Sept 9, 2008.
□ iii. However, nowadays, letters may not carry either
the subject or the ref. They may simply have a
caption that captures the essence of the letter.
For example;
Billing Statement for the period 01/02/2008 to
01/05/2008.

4. Enclosures/ [Encl:] This section contains the attachments,

additional papers that one sends along with the letter. It could be
the copies, photographs or any other supplementary documents.
Previously, attached and stapled papers were labeled separately as
attachment/s. But nowadays, anything that is sent along with the
main document is considered as enclosure. The items enclosed
must be listed in a serial order. This helps the receiving or the filing
clerk.

5 c.c : These are carbon copy notations that tell the receiver who
the other receivers of the letter are. For example:

i. c.c. Chairperson, Students’ Council

Chairperson, Gymkhana

ii. When, instead of a carbon copy, a fresh copy is sent to more

than one receiver, it is sent with a caption: Copy to
Chairperson, Students‘ Council.
iii. When a copy is sent to another receiver without the knowledge
of the original receiver, then the copy is marked b.c. which
means ‗blind copy‘.
6. P.S. [Post Script]: This part of the letter has almost become
redundant in the era of computers where pasting messages,
inserting any bit of information into the main body of the letter is
possible. Earlier, P.S. or post scriptum made possible inclusion of
any piece of information, which the writer had forgotten to include in
the main message and which was important from the writer‘s point
of view. However, insertion of P.S. implied carelessness on the part
of the writer who had not planned his message properly.

II. Positioning of the Components and Layouts /Formats of a

Business Letter:
Layout refers to the systematic arrangement of the
components of a business letter, in order to have better readability.
There are many layouts of business letters, namely, Block, Modified
Block, Semi-Block, Hanging Indention, Norma Dorma, Demi-
Official, etc. It would suffice to study the most frequently used
formats of the letter. These are -

1. Full Block Form

1 Sender’s Address
………………..
………………..

2. Date
………………..

3. The Inside Address

………………..
………………..

4. Salutation
………………..

5. Subject
………………..………………..………………..

6. Message
………………..…………………..………..……………….
……………………..………………..………..……………….

7. Complimentary Close
………………..………

8. Signature
………………..
………………..

9. Encl :
………………..
 This is a much used format for business letters. In this
format all the components are arranged close to the left hand
margin. It follows two-line spacing between the paragraphs. It uses
‗open punctuation‘ while writing the sender‘s and receiver‘s
addresses, which means that it does not use commas while writing
these. There is no comma after the complimentary close as well.
This gives the letter a neat and uncluttered appearance. It is a
convenient form for the typist, as all the components are flushed to
the left margin. Some people, however, find it imbalanced for this
reason.

2. Modified Block Form : This is a much prevalent layout in

modern Indian commercial correspondence. It modifies the Full
Block Form in order to break its monotony. It shifts two of the
components – the date and the complimentary close to the right
hand margin. Other features are similar to that of the full block
form.

1. Sender‘s Address
………………..

2. Date : ………………
3. Inside Address
…………….

4. Salutation
………….

5. Subject
………………..………………..………………..

6. Message
..............……………………………………………………………..
………………………………………………………………………

7. Complimentary Close
....….....…………….

8. Signature
………………………
9. Encl:
3. Semi-Block Form

[Link]’s Address
…….....………….. ,
…….....………….. ,
2. Date ………….
3. The Inside Address
……………….............,
……………….............,

4. Subject : ………………..............

5. Salutation
………………..............
6. Message
.....................………………..................
.......………..............…………..................................………
......……..............…………..................................………….
.
7. Complimentary Close
………………..............,

8. Signature
………………...............

9. Encl:
………………....

3. Semi-Block Form
This is a traditional format of letter writing. The space is
evenly divided to give the letter a balanced appearance. The
sender‘s address is written at the centre top of the page, date to the
right, inside address to the left, salutation to the left and
complimentary close to the right-hand side. While the subject line is
written close to the left hand margin, paragraphs begin five spaces
away from the margin. The addresses are closely punctuated,
which means that all the lines are punctuated.

III. Principles of Business Letter Writing: Cs of Business Letter

Writing:
A business letter either on paper [physical or hard copy], or
on the Internet [soft copy] is the most used form of communication.
Business letters are written for making and answering enquiries,
making and answering complaints, handling customer relations,
advertising products, making credit enquiries, collecting dues,
earning the goodwill of the customer. The letter must produce the
desired action; it must ensure the desired feedback. Therefore, the
sender must plan the message of the letter properly.

A letter writer, besides acquainting himself with an

organisation‘s procedure and policies, must also possess
knowledge of the language of correspondence. He should also
cultivate a clear and precise manner, along with a sincere tone,
while writing the letter.
Planning the message involves two elements:
□ Planning of Content, or ‗the what‘, which a sender wants to
communicate to the receiver.
□ Planning of Expression, or ‗the how‘ of the message, which
involves the language, the choice of vocabulary, the tone, etc.

The letter writer must set the letter in a proper context. S/He
must pay attention to the following principles or essentials of
business letter writing, which are often referred to as the Cs of
business letter writing.

1. Completeness: A business message must be complete. It must

not leave out any piece of information. It must answer all the
questions that arise in the mind of the receiver. Consider the
following letter :

April 15, 2009 Ms. Solana Sahi

xxxxxxxxxx
Miss. Neeta Rane
……………………

Dear Madam,

I wish to enquire about my insurance policy which I had acquired last

year. I was informed that I had failed to pay the monthly installment of
Rs….., although I have paid all the installments promptly on time.
………………………………………………………………………….

Yours sincerely,
–––––––––––––
 The letter writer has left out important details like the policy
number, type of policy, its name, since when the policy became
operational and so on without which action on the part of the
receiver will be delayed.

While handling correspondence with a bank, or a ticket

inquiry, for example, one must write the account numbers,
customer ID numbers, and the PNR number, the date of purchase
of ticket, the date of travel and such relevant details that complete
the business message.

While planning the message, it is advisable for the sender to

list all the relevant points on a separate piece of paper. S/He should
then check if these are included in the body of the message. S/He
should find out if his letter comprehensively answers all the
questions that are likely arise in the mind of the receiver.

2. Correctness: This is the second principle of business message

writing. First, the writer must ensure that the content is correct. He
must check the facts and figures. He must verify the information
before putting it on paper. Secondly, at the level of conventions of
letter writing, he must not make any mistake. Thirdly, he must
check the message for spelling mistakes, grammatical errors,
unnecessary repetitions, or any mistakes in punctuation. SMS and
E-writing have brought in short forms and telegraphic writing, which
should be avoided while writing a letter.

Inaccurate statements, incorrect information, inappropriate

tone not only create a bad impression on the receiver, but also spoil
the reputation and credibility of the organization that one
represents.

3. Clarity: A business message must be clear at the first reading.

The sender must try to anticipate what the receiver will want to
know, and must communicate his message in such a way that the
receiver will understand it without any difficulty. The sender must be
clear about the purpose of his letter, and his objective in sending it.
The language must be simple, and the content self-explanatory, so
as to avoid confusion or misunderstanding.
Consider the following example—
…………….,
……………,

I do not know how you collected this information stated in the

first sentence of your recent letter that we have announced 20%
discount and the offer is open till July 1st, is absolutely incorrect.

This can be rephrased as -

Your information about our company‘s offer of 20 per cent
discount till 1st July is not correct/ is unfortunately incorrect.

Long winding sentences, incorrect choice of words, and an

angry tone mar the intent of the letter. Deciding on the purpose,
using short sentences, choosing the words carefully help in bringing
clarity in any communication.

4. Conciseness: The letter writer must be precise. S/He must

work towards expressing more in the least possible words. The
sender must revise the first draft by replacing low information words
with high content words, and replacing loose constructions with
compact ones. For example ---
Keeping your interest in mind, I am authorized to make this
offer, so that we serve our valued customer in the best possible
way.
This can be rephrased as -
We are offering this to our valued customers with their best
interests in mind.

The sender must avoid being wordy and repetitive;

ambiguous expressions and words must be replaced with specific
ones; one word for a phrase and a sentence instead of two will
bring in brevity. Brevity can be inculcated with training.

5. Consideration [You Attitude] and Courtesy: Businesses aim

at developing good relationships founded on consideration and
courtesy, and this can be achieved through interpersonal
interaction. By focussing on ‗you‘ instead of ‗I‘ or ‗we‘ and
emphasizing the pleasant and the positive, the writer can establish
a personal rapport with the receiver. Politeness costs nothing, but
pays much. The overall tone of the letter must be gentle and
considerate. It may vary and become demanding or aggressive, if
the situation demands. But it is best to avoid being insulting or rude.
Courtesy: By conveying one‘s message politely one earns the
respect of the receiver. A courteous tone speaks of the decency of
the sender and helps to get a positive response from the receiver. It
also creates a favourable image about the sender—individual or
organization. One must learn to be tactful, thoughtful and
appreciative. The letter must contain polite expressions that show
respect.

For example,

Dear Sir,

You have sent a T.V. set which is bad. It is defective. How could
you cheat an old customer like me ?
..........................

[The letter communicates the legitimate feelings of a customer who

feels cheated. But it also accuses the sender of having a deliberate
plan to cheat customers. The letter sounds offensive and may not
bring appropriate action.]

It could be reformulated in the following way:

Dear Sir,

The T.V. set [Videocon , model ], which I purchased from

your shop on under bill no. is not working properly.
[List the problems]
Since it was purchased just two days ago, as a valued customer, I
request you to replace this defective piece with a fresh one.
………………….

One of the functions of a business letter is to earn the

goodwill of the receiver. By being considerate and courteous, the
business letter fulfills this objective.
IV. Appearance of the Business Letter

Creating the right kind of visual impact is just as essential as

the planning of the message. A well drafted letter, when presented
badly, fails to achieve its purpose. A letter writer cannot afford to
overlook the following points:
a. good stationery.
b. proper allocation of space for the components of a
business letter.
c. neat appearance with proper formatting
d. typed, as far as possible
e. if handwritten, then legible, and observing all the basic
rules of writing
f. correct use of punctuation, spelling and grammar
g. clean foolscap paper
h. appropriate font choice, if computer-generated
i. neatly and appropriately folded
j. appropriate envelope.
k. neatly addressed, preferably in the centre of the envelope.
V. Here are some of strategies that could be adopted while
writing a business letter:

1. Careful planning
Before writing the letter, list all the points needed to be
covered. This will eliminate the need to rewrite the letter.
2. Short and to the Point, preferably limited to one Page
Business letters should be concise, factual, and focused. Try
not to exceed one page, or the letter could lose the attention
of the receiver. Studies have revealed that busy executives
or businessmen do not have either the time or the inclination
to read long letters that run into two to three pages A typical
letter page will hold 350 to 450 words.
3. Short Sentences and Paragraphs
Keep sentences as short as possible, and break the content
into brief paragraphs. Ideally, a paragraph should not exceed
two to three sentences. This will make the letter more
readable.
4. Clear, Concise, And Logical
The logical blocks of the letter should consist of
a) Introduction/Purpose b) Background /Explanation c)
Summary/Conclusion
 d) Expected action from the receiver. This outline is useful
for organizing ideas, and eliminating repetition.
5. Focus on Receiver‘s Needs
While writing the letter, focus on the information
requirements of the intended receiver. One must ask what
he would want from the letter. Has this been addressed?
The sender should put himself in the shoes of the receiver
and check his own reaction to the message.
6. Simple and Appropriate Language
The letter should use simple and straightforward language
and terminology that the receiver is familiar with. Avoid
technical terms and acronyms without explaining them. Do
not assume that the receiver will know them.
7. Review and Revision
Make a first draft, and then carefully review and revise it.
Double-check all facts and figures and make sure all future
dates specified are realistic and reasonable. A letter is a
direct reflection of the person sending it, and by extension,
the organization that the person works for. Finally, grammar
and spellings need to be checked.
8. Relegate Technical Details to Attachments
Often, it is necessary to include detailed technical
information as part of a business letter package. In such
cases, use the main letter as a one-page cover letter that
lists and briefly explains the attached (or enclosed)
documents.
9. Formal, Objective and Factual
The tone and content of a business letter should be formal
and factual. Keep a professional tone. Sentiments do not
have a place in business letters. In other words, avoid ―I feel
that‖; instead, use ―I believe that‖ or ―I think that‖.
10. Handle negatives carefully:
Positivism engenders positive response. At times, however,
saying no becomes unavoidable, as one cannot grant all the
requests or demands. But negative messages can be put in
positive terms. For instance,
We cannot dispatch the goods on time because you have
not given us the correct address.
This could be rephrased as
We shall dispatch the goods as soon as you provide us with
the correct address.

11. Use Non-Discriminatory Language

Make sure that the letter avoids language that is specific to
gender, caste, race, class or religion. For example, use
 ―workforce‖ instead of ―manpower‖, or ―chairperson‖ rather
than ―chairman‖. Most style-guides contain detailed lists of
such offensive terms and suggest substitutes. Become
acquainted with politically correct vocabulary.

VI. Example of a well written Business letter

This is an ideal letter in terms of appearance, content, and
conventions of letter writing. The content of the letter and the style
will naturally differ from subject to subject and from letter writer to
letter writer.
……….Bank
E 18 Express Towers
Nariman Point
Mumbai400021.
Ph. (022) 228766564/65/66
Telefax. (022) 228766569

11 thJanuary 2008

Mr. [Link]
23, Alok , [Link]
Kanjurmarg,Mumbai.

Dear Customer,
Thank you for being a valued customer of ……. Bank.

It has been our continuous effort to offer you the best banking
products and services. As part of this endeavour, we offer Email
Statements to our Savings and Current Accounts customers
absolutely FREE.

Now, you can look forward to a world of convenience. Not only

will you be able to do away with paper clutter, but also maintain
the statements in your mailbox or on a CD, and take printouts
whenever needed.

If you have a Savings Account, you will get monthly statements

by Email. If you have a Current Account, you can opt for
Daily/Weekly/Monthly statements by Email.

We assure you of our best services at all times.

Sincerely
………
Akhila Shrivastav
Head, Payments
Tasks :

1. Write the following letters in Full Block /Modified Block/ Semi

Block form:
a) An Excuse Note.
b) Letter seeking exemption from required percentage of
attendance on account a function in the family.
c) Letter seeking exemption from taking the term end exam
on medical grounds.
d) An apology letter for having disobeyed the authority /
having failed to produce the I card/ having indulged in a
rowdy behaviour.
e) An application for a character certificate/
recommendation letter.

2. Reformulate the following letter using Courtesy and Clarity as

principles of business letter writing:

The President
District Consumer Forum
…………….

Sir

Kindly take note of my complaint and take action against M/s

Bhavsar and Sons who have cheated many customers like me.

I purchased a TV set which, I am sure, is a leftover piece. After

paying 30000 Rs. all I get is a box that flashes dummy figures.
The sound is too loud and the remote does not work.
I have written several letters but they have simply ignored me. Do
something for me. I want my money back.
I await your favourable reply.
3. Study the following letter. Is it complete? /Is it clear?/ Is it
courteous?/ Is it offensive? What changes would you suggest
to make it appealing?/ effective?/ impressive?

………
………
………

11/1/2008
……….
………
………..

Dear Madam
Adjustment letter

I was indeed very shocked to receive your complaint letter

stating that you received your order for 25 cartons of biscuits in
a damaged condition. While I do regret this, in a business like
ours such things are bound to happen once in a while. I have
spoken to my superiors who find your demand for full
reimbursement of money unreasonable. Let me see what I can
do to help you.
…………………

4. You have been asked by the principal of your college to

explain why you not only carried your mobile to the
examination hall but also left it on during the exam. Write your
reply letter.

❖❖❖❖
 UNIT 1 : PRESENTATION SKILLS

Introduction :
The quantum leap in technology has made
presentations a favourite tool of the present day
communicator. Presentations are used for various
objectives – from delivering lectures to making sales
pitches, from disseminating information to persuading
people, from selling products and projects to using them as
substitutes for live demonstrations. In fact, even the over-
head projector that was once so popular as a mode of
presentation has paved way for the power packed, power-
point presentation. So popular and universal is its use that
it is considered an indispensable facility available for u se
on the computer. The use of colour, images and dramatic
effects available with the program not only lend an
aesthetic appeal to your campaign but also make it lively
and interesting. One of the chief advantages of this mode
is that it is very economical; the matter of the presentation
packed into too many slides can now be easily carried on
the Cd, floppy or pen-drive. With a computer, a projector
and a screen, it can be delivered with just the click of a
mouse! No wonder the ability to make effective
presentations is considered to be akin to a fine art.

Various inputs are required to make a memorable

presentation, but like any other skill this too can be
perfected with practice. Institutions of higher education and
business schools have made it an integral part of course
content. It is therefore necessary to examine the
components that go into the skill of making wonderful
presentations.

To begin with there are three important steps :

A. Determining the purpose.
B. Preparation.
C. Delivery.

A. THE PURPOSE.

At the very outset one should define the specific

objective of the presentation. Generally, it could one
of the following: to inform, to persuade or to
entertain.

To inform : This is the chief objective when one has

to teach, to instruct, to demonstrate or induct
employees in a company. A progress report or sales
report of an organization would also be primarily
imparting information.

When the information to be imparted is vast it makes

good sense to categorise it into smaller units under
common factors. This allows the presenter and the
audience to marshal a lot of information into
manageable bits, easy to understand, retain or
reproduce.

To persuade : Whatever the immediate objective of

a presentation, in the long run, every presenter has
to persuade the audience that the presentation is
worth listening to, that it would benefit them. It is
only when one is so persuaded that one would be
willing to attend to it, more so when it is an
unsolicited presentation that one has not asked for.
But there are some presentations that are meant
purely for persuasion, particularly those that are
aimed at sales of products, projects or services, or
those aimed at getting contracts.
 Such presentations should incorporate the principles
for sales in addition to those of a good presentation if
the desired objective of winning the contract is to be
achieved.
To entertain : Some presentations would seek to
merely entertain the [Link] example,
presentations delivered at gatherings and meetings
that are not purely for business or educational
purpose. These may be delivered at informal or
social meetings, for example, eminent persons from
various fields, invited to deliver a talk, a speech or a
presentation. Any presentation should have some
entertainment value. A liberal dose of light hearted
humour acts as a stress reliever and provides a
welcome change to enable listeners to concentrate
better on the important matters that follow.

B. PREPARATION :

A thorough planning is the main ingredient of an

effective presentation. There is no substitute for
adequate preparation. One should plan the
preparation so that it can be given a trial as well. It
is necessary to remember that spending too much
time on preparation may result in relatively little time
for a trial run.

Often preparation may involve a lot of primary

research such as collecting facts and figures, or
secondary research, which is collecting and gleaning
data from research work already done articles,
journals and magazines.

The data and information gathered is at times so

voluminous that organizing it and compressing it to fit
into the limit of given time could be a daunting task.
It is therefore advisable to organize all relevant
material into a workable outline. Ideally the outline
too should be around five to nine points. This helps
in organizing data systematically and discarding
unwanted and irrelevant details.

Needless to say the outline and the presentation

should be designed around an introduction, a body
and a conclusion. One should first plan an
appropriate title. A striking, catchy and an apt title
often creates a good first impression and gives an
idea about the rest of the presentation. For example,
― The Best of Times, The Worst of Times — The
 Globalized World ! ‘‘ A dramatic introduction using
striking visuals, newspaper headlines or a quotation
help to arrest the attention of the audience. The
body, in dealing with the actual content of the topic,
should be organized logically and systematically to
make the main point. Finally, the conclusion also
should aim at creating an impact on the audience.
To make it effective, one could use a quotation or a
rhetorical question or even a rehearsed interactive
episode with the audience.

As part of preparation, particularly if the presentation

has the important agenda of clinching a sales deal, it
is advisable for beginners to take a trial run. This
means also ensuring the time limit. Exceeding the
time limit, or falling short of it, both could be
disastrous.

It is also advisable, to select or even choose a topic

oneself. This allows the student to be more
enthusiastic, more convincing and more confident.
Preparation also implies obtaining audience profile –
such as age group, interests, occupations etc.
Testing the place for sound, light, ventilation and
seating arrangement is a big help in ensuring the
equipment does not fail at the crucial moment. If
possible, one should fix the timing of the
presentation to suit its purpose. For example a post-
lunch session is a very difficult and challenging slot
as people tend to be sluggish.

C. DELIVERY.

The delivery of the presentation covers two aspects–i)

the visual and ii) the oral.

The visual aspect refers to the text and the images

used. One must ensure that the slides are attractive
in terms of colour, effects, images and text, for which
power point packages offer a great variety. And yet,
they should not be so attractive as to cause a
distraction! Facts, figures and spellings should be
accurate as errors when displayed on the screen are
glaringly conspicuous.

The oral delivery of the presentation is equally or

often more important than the visuals and it should
both complement and reinforce the visuals. Careful
attention should be paid to voice modulation, correct
 pronunciation, use of tones appropriate choice of
words with pauses at the right place to emphasize a
point.

Apart from the voice body language is yet another

important factor of a presentation. Research and
experience have proved that the speaker‘s posture,
gestures, facial expression and dressing, impact an
audience as much or more than the content and
delivery of speech. For formal presentations, be it for
business or at a formal gathering, formal dressing is
best suited. The clothes should be above all
comfortable and complement the speaker, not
distract the audience. Practice would instill
confidence and poise whereas nervousness would be
visible in the absence of a natural ease and a smile.

Eye contact is a very important feature of any

interface. It makes each person in the audience feel
a sense of inclusiveness and helps the speaker judge
the instant feedback from the facial expressions of
the listeners. It also acts as a powerful deterrent to
those who are fidgety and likely to cause
disturbance. A good speaker has to make a
conscious effort in the beginning to make eye contact
with all sections and with experience this may
happen naturally.

Often, beginners tend to be nervous and edgy. But

practice and rehearsal before friends, or even bef ore
a mirror in privacy, goes a long way in developing
confidence. It also helps in making a conscious effort
to breathe deep just before delivery, in order to
dispel nervousness.

Last, and certainly not the least, one must remember

that a generous dose of HUMOUR is a significant
and essential part of any good presentation. When
the topics are heavy or with a lot of complex matter,
humour not only provides a necessary relief but the
variation enables the audience to go back to the
topic easily. A presentation peppered with humorous
anecdotes or quotations often leaves an indelible
mark in the memory of the listeners!

A.) Evaluating your presentation: A checklist.

Content : Key Elements
1. Is the introduction adequate and appropriate?
 2. Is the organization of material appropriate?
3. Is the transition from one key element to
another smooth ?
4. Is the use of supporting materials appropriate?
5. Is the use of visual aids appropriate?
6. Is the use of language appropriate?
7. Is the summing up appropriate?

Delivery : Key Elements

1. Is the eye-contact sufficient?
2. Are the gestures appropriate?
3. Are the facial expressions appropriate?
4. Is the appearance poised and confident?
5. How is the vocal expressiveness—voice
modulation ?
6. Is the rate of speech appropriate ?
7. How is the vocal emphasis?
8. Is the articulation clear, pronunciation correct,
speed of words appropriate? Are the pauses at
the right places ?

AN EXAMPLE OF THE OUTLINE AND A FULL LENGTH

PRESENTATION.

Title : Run For Your Life!

Sub-title : The need, importance and benefits of physical exercise.
1. Introduction: Nature of modern fast paced life.
2. Effects of life on the fast track.
3. Need for exercise— mental, physical, spiritual.
4. Benefits of exercise.
5. Modern day forms of exercise.
6. Conclusion.

Introduction. Shahrukh Khan goes for 6 pack abs.

Amir Khan ups to 8 pack abs.
Leena Mogre opens her hi-style gym.
Fitness First opens in Oshivara.
Cloud 9 opens its 9th outlet in Bandra.
Respected judges, professors and friends, Are all these
a symbol of a rising and shining India? Yes, but much
more, they a sign of the changing times, an increasingly
body and health conscious people of a fast developing
country — India.

1. Friends you must be aware that with a happy rising

GDP and a satisfying soaring sensex there is also a
distressing increase in suicides, hyper tension,
diabetes, depression and heart ailments. In fact it
has been predicted that India will be the diabetes
capital of the world. And who or what is to be blamed
for this state of affairs? Not just the nature of the
fast- paced modern life but also the wrong health
habits of the people.

2. Life on the fast track has its own advantages and

pitfalls. Today‘s youth is focused and in a hurry to
achieve success. One may get a good job, income,
lifestyle and all the trappings of success, but at what
cost? They have little time to savour the little
pleasures of life, The result is long working hours,
lack of sleep, stress and hyper tension. Surely life is
not all about financial security and professional
success alone? One needs good health to enjoy the
fruits of success.

3. It is not uncommon or strange that practically

everyday newspapers and other media are
advocating the importance of exercise and right diet.
Exercise is to the body what active usage is to any
machine. Take the example of any car or a sewing
machine that is not put to use for a couple of months.
It is but natural that after a couple of months of
disuse the car‘s battery would have discharged, the
machinery rusted or clogged. But a running machine
would be in excellent form giving peak performance
with an occasional servicing.

4 Similarly the mind too gets sharper and more

effective with mental exercise and
training as well as right thinking. So too the spirit and
soul of man would be more receptive to awareness
and acceptance of divine grace when kept in good
shape with the spiritual exercise of prayer,
meditation and fasting.
5. The benefits of exercise are manifold. An exercised
body is ready for peak performance because it is
energetic. A person has greater stamina. It increases
heart rate and blood supply to all the parts of the
body. Exercise releases endorphins which impart to
the body a heightened awareness and a sense of
well being as well as alertness.
It engenders the value of self-discipline and hard
work. It makes one focused and sure and
determined. The sense of well being makes a person
cheerful and enthusiastic. These qualities are key
drivers in a person‘s attitude to work and
relationships. Such an individual would also be
positive, easy to get along with and an active
contributor to society.

6. Having said that we need to consider the different

ways of bodily exercise. The modern world offers a
rich variety of ways. There are of course the modern
gyms which have become so popular. There are the
older variations of the humble home- grown gyms, the
‗vyayamshalas‘ and the ‗akharas‘. The pole
climbing and wrestling and boxing as much as the
karate and the judo are other forms of both exercise,
sport and body fitness combined. There is our very
own Yoga, now an internationally renowned form of
both mental and physical fitness. But what about the
cheapest and commonest form of fitness and
exercise that any one can use? Why it is the the
simplest — walking and jogging or running. No need
of spending hefty amounts in fashionable gyms or
training schools. Any one can walk or gradually
progress to run a small stretch of the road. This
explains the popularity of the public parks with
running tracks and tracks for walking. They are the
popular ‗Nana-Nani‘ parks and friends if you notice
there are people of all ages and sizes and shapes, not
just grand parents and ‗oldies‘. Even if the parks are
named for them! This also explains the popularity of
the old adage: ‗After supper rest a while, after
dinner walk a mile!‘. Of course one doesn‘t advocate
running after dinner. Also observe how the doctors
are all always advising people to walk everyday for
at least half an hour daily. A brisk walk or a slow run
are what can do wonders, and all at no cost!

7. The Marathons are yet another feature that explain

the popularity of running. Watch how young and old
have all enthusiastically taken to it and not just in
 India but all over the world. They have also helped
focus attention on a cause and helped multinational
and national companies contribute their b it by
demonstrating corporate responsibility. And so in
conclusion friends I can only stress the importance
of running to make your life longer, healthier and
happier by saying: ―Keep away strife, Take your wife
and Run for your Life‖!

B) The ( OHP ) --- the Over-Head Projector

The OHP or the Over-Head Projector is another popular tool

used for making presentations where the computer facility for a
power-point presentation ( PPT ) is not [Link] is a low cost
alternative affording an interactive environment, especially to
educators.

The OHP consists of a large box containing a very bright

lamp and a fan to cool it, on top of which is a large lens. Above the
box extends an arm with a mirror at its end. The lens focuses and
redirects the light forward instead of up above.
 150

Transparencies (sheets of thick transparent plastic, with the

matter to be projected either printed or written on it ) are placed on
top of the lens for display. The light from the lamp travels through
the transparency and on the mirror, where it is shone for display.
The mirror allows both the presenter and the audience to
see the image at the same time, the presenter looking down at the
OHP top and the audience at the screen. The height of the mirror
is adjustable to help focus the image on the screen.

The advantage of the OHP is that it is portable ( though it is

heavy!) and the transparencies, once prepared, can be put to
repeated use and can be easily carried and preserved. They can be
used to photo-copy text and illustrations, in colour or in black, and
when it is not possible to photo-copy one can write and illustrate
oneself, using the special markers or pens.

As in a ppt, care should be taken that the text is not in small

font or detailed. Only bold font size should be used in outline or
point-form. The same attention , as for a ppt, should be paid ---
namely, correctness, the correct order, (preferably numbered ),
attractiveness, ( not distraction ), and clear visibility.

C) The Use of Visual Aids and Graphics.

The success of any communication depends not only

on how one accesses information and organized it, but also
on how well one presents it. In order to make a message,
or a presentation or a report more comprehensible,
graphics or visual aids are used.

In this section, students will learn the importance and

effective use of visual aids that will help them in making effective
presentations- - oral and written. Commonly used visual aids are
tables, bar charts, line-charts, pie charts, maps, flowcharts,
diagrams and photographs.

Why are the visual aids used?

1. Visual aids are used to simplify the matter. Complicated
data can be simplified with the help of conceptual
models, diagrams, and charts.
2. Visual aids clarify numerical information, procedures,
trends.
3. They are used to emphasize, to impress and to attract
the attention of the receiver.
4. They are used to summarise the data.
5. They are used to establish linkage or unity in diverse
points.
 151

6. Their impact is long lasting.

Types of Visual Aids.

1. Tables: Tables include vertical columns and horizontal

rows. Facts and figures could be presented with the help of
tables.

Tables are good for precise numerical data. However, they are
tedious to prepare.
For e.g:

Combined First –Year Cost For Four Sites

Locations

Cost (in Rs.) Kandivali Borivali Dahisar Miraroad

Lease 90,000 95,000 80,000 75,000
Property Tax 20,000 20,000 18,000 13,000
Maintenance 20,000 20,000 15,000 13,000
Transportation 50,000 50,000 60,000 60,000
Total 1,80,000 1,85,000 1,73,000 1,61,000

2. Simple Bar Chart : These are used for quantities or growth over
a period of time.

For e.g.:

100
80
60 East
40 West
North
20 North
0 East
1st 2nd 3rd 4th
Qtr Qtr Qtr Qtr

3. Multiple – Range Bar Chart/ Diagram. : These make use

of vertical and horizontal axis. They can be segmented as
 152

well as clustered. These are generally used to depict proportional

relationships and comparisons. They are often incorrectly drawn
and lead to lack of clarity. For e.g.:

90
80
70
60
50 East
40 West
30 North
20
10
0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

4. Line Chart : These make use of vertical and horizontal

axis. One has to use the right scale to present the data.
These are generally used for depicting trends. However,
too many lines can become very confusing. For e.g.:

100
80
East
60
West
40
North
20
0
1st 2nd 3rd 4th
Qtr Qtr Qtr Qtr

5. Pie Chart : As the name indicates, it looks like a pie

and its divisions look like the slices of the pie. It is
effectively used for making quantitative analysis or for the
presentation of technical data. Use of colours makes the
presentation attractive. It is best used for emphasizing a
comparative data. For e.g.:
 153

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

6. Flow Charts: Flow charts are easy to understand

diagrams that convey information step by step.

Meeting with Conceptualising

the Client

Macro-Analysis

Micro-Analysis

Finalisation

7. Organizational Charts: These are used to display

physical or conceptual relationships rather than numerical
ones. For e.g.:

Chief Executive
Officer
Mr. R. M. Raina

Vice President Vice President Vice President

Human Resource Marketing Finance
Mrs. Amita Bhatia Mrs. Anjana Mhatre Mrs. Rajshekheran
 154

These apart, transparencies, sketches, maps, pictograms, posters,

films are the commonly used forms of visual aids.

(For beginners in Presentations it is advisable to surf the

Net to avail further tips on making power point presentation
(ppt).Some of the interactive sites are —

1. [Link]/office 2007 2.
[Link]
3. [Link]
4. [Link]
5. [Link]/workshops/pp -In addition they
may note that Microsoft Office includes ppt software.)

Suggested Topics for Presentations:

i The Nano effect.
ii. India‘s place in the global economy.
iii. Whither youth?
iv. The NET result – the www.
v. India — 2020.
vi. IQ and EQ.

*[No Question on Theory]

❖❖❖❖
 155

UNIT 2 : GROUP COMMUNICATION

10
GROUP DISCUSSION AND
INTERVIEWS
Learning objectives :

To focus on the set of skills required to be

successful in a Group Discussion
To understand the process of a Group Discussion
To understand the structure and styles of Interviews
To prepare successfully for an Interview

I. Group Discussion
Introduction:
Group Discussion is a method used in the corporate
world to measure certain personality traits and/or skills that
an organization may look for in the candidates. It allows a
group to exchange thoughts and ideas among themselves.
GD helps the organization get an idea about candidates in
a short time and assess those skills, which normally cannot
be evaluated in an interview. A group discussion generally
follows a written test. In this method, a group of candidates
is given a topic or a situation and asked to discuss it
among themselves for not more than half an hour. An ideal
group for GD consists of 8 -10 candidates, though figures
may vary depending on the situation.

Companies conduct group discussions after the

written test (which checks the candidate‘s technical and
 156

conceptual skills) to check the candidate‘s interactive and

interpersonal skills. The GD attempts to assess candidate‘s
behaviour, teamwork, leadership skills, initiative,
confidence, listening skills, and open-mindedness in
accepting contrary opinions, and participation and
contribution in a group. The focus of a GD is thus on

□ verbal communicative ability

□ non-verbal cues
□ leadership skills
□ persuasive skills
Verbal Communicative Ability :

This includes good knowledge of the subject at hand

and the power to communicate it in an effective manner.
Nothing can compensate for in-depth knowledge of the
subject, though it is a herculean task to keep oneself up -to-
date on all possible topics. A good reading habit with focus
on various areas like finance, management, politics,
society, science, technology, sports, entertainment, etc.
can help in building confidence to express one‘s views on a
particular topic. While a positive impact can be created by
talking forcefully and convincingly on a subject, this is
possible only when the candidate has enough knowledge of
the subject under discussion.

Clarity of thought and precision of expression are

preferred to verbosity and irrelevant talk. One should speak
as much as is necessary, neither more nor less. The
language must be formal, plain and simple; pedantry and
jargon must be avoided. Slang, informal expressions, etc.
should also be avoided.

Appraisers also look for the ability to listen: the

candidate‘s ability to react to the opinions of other
participants. Hence, it is necessary to listen carefully to
others and then react or proceed to add some more points.

Non-Verbal Cues :

Non-verbal cues are equally important. The

importance of non-verbal cues has already been discussed
in the previous chapter on non-verbal communication. The
evaluator will scrutinize body language, eye contact, etc. of
the candidates. It is therefore essential to maintain a good
rapport with fellow participants. Non-verbal gestures, such
as listening intently or nodding while appreciating
someone‘s viewpoint, send across a positive message.
Listening carefully can be a way of encouraging other
 157

speakers and exhibiting leadership skills as well.

Participants must communicate with each and every
candidate present. While speaking one must not look at
only a single member, and especially not at the evaluator.
Body language says a lot about the individual - one‘s
gestures and mannerisms are more likely to reflect one‘s
attitude than what one says.

Leadership Skills:

The aim of a group discussion is also to judge a

candidate‘s leadership qualities. The evaluator recedes
into the background once the discussion starts. The
evaluator‘s attention is on the candidates and the manner
in which they display tact, skill, and understanding and
leadership qualities to motivate and influence other
candidates.

Persuasive Skills:

The evaluator also looks at the manner in which a

candidate convinces the other members of the group, and
the clarity with which the candidate expresses his/her point
of view. The candidate should therefore be articulate,
generate ideas, not sound boring, allow others to speak,
and have the ability to adopt a stand on a given subject.
During the GD this stand can be altered slightly to
accommodate others‘ viewpoints. Even when disagreeing
with another candidate, the disagreement must be
expressed politely.

The GD Process:

A GD generally consists of three parts: the initiation,

the body of the GD, and summarization/conclusion.

Initiation :

The candidate initiating a GD not only gets the

opportunity to speak first but also grabs the attention of the
evaluator and his/ her fellow candidates. It helps if the
candidate can make a favourable first impression with
his/her content and communication skills in initiating a GD.
However, if a candidate initiates a GD and falters, it might
dent his/her chances of making a favourable impression on
the evaluator.
 158

If the candidate initiates the GD clearly but remains

quiet after that, s/he will end up giving the impression that
s/he started the GD only for the sake of starting it or
getting those initial brownie points awarded to an initiator.

It is the initiator‘s responsibility to put the topic into

the right perspective or framework. So it is better to initiate
a GD only if one has in-depth knowledge about the topic
being discussed. If one is not sure of the topic at hand, it is
better to listen carefully to the views being expressed by
others and then speak. One should not be in a hurry to
express one‘s opinion.

The Body of Discussion:

This is the main part of the GD where all the

members of the group express their opinions on the topic.
Candidates must restrict themselves to conveying their
viewpoints and not use the GD as a contest to run down
other arguments. Candidates can politely agree, disagree
or choose to remain neutral. A speaker should never be
interrupted while speaking. Speaking out of turn and
cutting others short create a negative impression. Too
much aggression can put off prospective employers.

While speaking, the entire group must be addressed

so that everyone is attentive towards what is being said.
The focus should never be on the evaluator. To emphasize
the content, relevant proverbs, quotes, definitions, facts
and figures, statistics, etc. may be used. While using
figures or statistics, it must be remembered that macro
figures may be generalized, while micro figures must be
specific.

Summarization / Conclusion:

A conclusion is where the whole group decides in

favor of against the topic. Generally, a GD does not have a
conclusion. But the discussion is always summarized. One
of the candidates is invited to summarize the discussion.
This signals the end of the GD. The candidate must
summarize all that the group has discussed. The following
can be kept in mind while summarizing a GD:

□ The summary must be brief and succinct.

□ All important points discussed must be included.
 159

□ The focus must not be on the points made by the

presenter, alone.
□ No new points must be stated here.

II. INTERVIEWS

Introduction:
An interview is a formal conversation in which both
concerned parties attempt to find out if the other party
offers something valuable to them. All organisations,
irrespective of size or industry, need and use interviews to
select the right candidate for the right job. Joe McDermott
defines an interview as: ―a complex interaction between
two parties both of whom are offering something while
simultaneously seeking to have a need met‖. An interview
is a two-way process of communication where both the
concerned parties have a ‗need‘: the interviewers seek
information from the candidate to determine whether s/he
is the right candidate for the job, while the candidate tries
to decide whether the job and the organisation are right for
him/her.

The purpose of an interview may vary depending on

the need and the situation. Interviews are held not only for
selection of candidates but also for promotion, redressal of
grievances, assessment of performance, etc.

I. Types of Interviews:

A] Selection Interview: This type of interview is also known

as ‗Job Interview‘, ‗Employment Interview‘,
‗Service Interview‘ etc. The main objective is to select
the right candidate for the right position. Apart from the
application letter, curriculum vitae and other documents
that a prospective candidate sends the employers, it is
essential that a face-to-face meeting take place
between the employers and the candidate to check the
suitability of the candidate for the position for which
s/he is being recruited. This also gives the employer an
 160

opportunity to assess the entire personality of the

candidate and choose one from among the many
applicants for the job.

Most recruiters look for three important requirements in a

candidate:
□ Aptitude and Ability
□ Commitment
□ Adaptability

Aptitude and Ability indicate the capacity to do the

job. Through the interview, the interviewer tries to find out
if the qualities and qualifications mentioned in the
CV/Resume are borne out through the replies of the
candidate.

Commitment is loyalty and dedication towards the

company. The interviewer is interested in knowing if the
candidate has a long-term interest in the company i.e. will
the candidate stick on to the job or quit in a few months.
The interviewer is obviously not interested in repeating the
recruitment process in the near future.

Adaptability is the ease with which the candidate will

fit into the company: interpersonal relationships, the
working style, values, etc.

II. Interview Styles :

1. Directional: This interview style is extremely structured.

The interviewer asks specific, direct questions in a pre -
set order. One reason for using this format may be the
need to maintain consistency across candidates
throughout the interview and to make the selection
process easier and fairer. This style may also be used
for recruitment at lower levels by large organisations
that receive too many applications in response to their
recruitment drive.

2. Non-Directional: This style is used mainly for higher

level recruitment and is more like a conversation than a
question-answer session. The interviewer uses open-
ended questions to draw out responses from the
candidate.

3. Behavioural : This style is used by the interviewer to

judge the performance of the candidate in the
same/similar role in the previous company. In this style,
candidates are expected to answer questions with
 161

specific examples of how they have tackled problems,

handled various situations, etc.

4. Presentation : This is again used at higher levels

where candidates are expected to make a presentation
before a panel.

One must remember, however, that none of these

styles will be used in isolation. An interview will consist of
a combination of these styles.
III. Format of Interviews:
1. Pre-Interview Tests : This format is used when an
unusually large number of candidates has applied for a
few posts. It is generally in the form of a written test
which tests both general and specific technical skills.
This is common in IT jobs, government jobs, etc. In case
of jobs requiring strenuous physical activity and
alertness of mind e.g. armed forces, security personnel,
bodyguards, etc. there may be physical and mental tests
as well. Group Discussions may also be treated as part
of the pre-interview test. Other methods could include
case study, role-play, etc.

2. Individual : This is an interview where a single

interviewer meets the candidate. Generally, the HR
department is involved in this task where, from the stack
of applications, potential candidates are screened for
the main interview. In this stage, the focus is not on the
technical know-how of the candidate but more on
commitment and adaptability. The questions will be
based on the candidate‘s previous jobs, reasons for
leaving, salary, CTC, perks and allowances, salary
expectations, etc. Later, the candidate may meet the
prospective boss, head of the department, etc for similar
one-on-one interviews where subject knowledge,
technical skills will be tested.

3. Panel Interviews : Here, two or more people form a

panel to interview the candidate at the same time.
Generally, the panel consists of the head of the
department, one member of the HR department, and a
third person. There may be an internal/external expert
on the panel, if required. The structure of the interview
will be the same, the only difference being that the
questions will be asked by all the panelists, with each of
them performing a different role on the panel.

IV. Structure of the Interview :

 162

The structure of most interviews follows a similar

pattern. Different experts may label it in different ways, but
it essentially consists of an introduction, the main body of
the interview – the Q&A session – and closing. It is
sometimes referred to as the WASP
technique : Welcoming the candidate, Asking questions,
Supplying information and Parting.

I Introduction: This involves welcoming the candidate and

making him/her comfortable. It allows the candidate time
to arrange his/her bag, files, etc. and settle down. At the
same time, the interviewers get an opportunity to assess
the dress, body language and other non-verbal cues of the
candidate and form a first impression. A good posture,
pleasant smile, a firm handshake may contribute to an
excellent first impression.

II The Q&A session : After the introduction, the interview

moves into the second round – the Q&A session. The
scene for this round is set gradually by the intervie wers by
providing information about the organisation, job
requirements, purpose and goal of the interview, etc. The
Q&A session is a two-way process designed to test the
aptitude, ability, commitment and adaptability of the
candidate.

Questioning Styles :

Depending on the goal of the interview, different questioning

styles may be used. The most familiar ones are as follows :

1. Closed questions : They may typically be ―yes-no‖

questions and mainly used for confirmation. They are
specific and require short answers only.

2. Open-ended questions : These questions cannot be

answered with a ‗yes‘ or ‗no‘. They generally begin
with How, What, Why, When, Tell me, etc., drawing
out the candidate‘s response.

3. Probing questions : These questions are used to

follow up on what the candidate may have just
replied. It attempts to probe in different ways to get
detailed answers to questions and find out if the
candidate ends up contradicting what he mentioned in
the first place. Such questions could include ―Te ll
me more about…‖ ―What do you mean when you say
that…?‖ ―Can you spell out in more detail…‖etc.
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4. Leading questions : They are designed to figure out

the candidate‘s views, opinions, etc. on a variety of
issues. Typical questions would include: ―So wh at do
you think of……‖ ―I see from your resume that……‖
etc.

Six Types of Interview Questions:

1. Behavioural Interview Questions : These questions

attempt to assess the candidate‘s performance in the
same/similar role in the previous company. A
hypothetical situation is given to the candidate and
his/her response to that situation is tallied with the
requirements of the role. Some questions could be as
follows:
How did you respond to a particular stressful
situation?
Describe a problem and how you solved it
What would you do if ........... ?

2. Competency based Questions: These are questions

that aim at finding out the aptitude and ability of the
candidate to get the job done. It tests the skill sets
available with the candidate and tallies it with the
requirements of the job.
How does one read a Balance Sheet?
What are the important Accounting entries
to be passed ....... ?
How will you plan and organise ....... ?
What method will you use to ................ ?

3. Personality based Interview Questions : These

questions are designed to let the interviewer
understand the candidate‘s adaptability to the culture
of the organisation.
□ Tell us something about yourself.
□ What do you do in your free time?

4. Technical Interview Questions : This type of

question seeks to find out the candidate‘s level of
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knowledge with a particular software, system, equipment,

etc. It could also deal with knowledge of rules, regulations,
principles, formulae, auditing/accounting standards, etc.

5. Stress based Interview Questions : This mode of

questioning puts the candidate in an awkward and
uncomfortable position to test his response. The
focus may be on the negative points in the
candidate‘s professional career. Questions could
deal with gaps in career, stagnation, lack of career
development, etc.

6. Resume based Questions : These questions deal

specifically with details mentioned in the resume.
They could be questions based on personal details,
educational qualifications, achievements, work
experience, earlier organisations that the candidate
worked with, career shifts, etc.

Towards the end of this round, the candidate also

gets a chance to ask questions which will help determine if
the job is right for him/her.

III Closure : This is the last stage in the interview structure

and it is important to leave behind a good impression. This
will help the employers keep the interviewee‘s profile in
mind as they decide on the prospective candidate. The
ending should be gradual and not abrupt. It should end on
a positive and cordial note, irrespective of the result of the
interview. Even if the candidate is not selected, he should
leave the interview with a feeling of satisfaction about the
company. This will have a beneficial effect for the
company, for the candidate will speak in good terms about
the company to outsiders.

V. Preparing for a Selection Interview:

A lot of preparation is required if an interview is to

accomplish its objectives. Both the interviewer and the
candidate have to prepare themselves thoroughly to
achieve the purpose of the interview.

i) Preparation on part of the interviewer:

In most organisations, it is the HR department that is

involved in the interview process. The interviewer must be
extremely clear about the purpose of the interview. The
interview should achieve its objective and not become a
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waste of time, money and resources for the organisation.

The organisation should keep the following in mind :

Applications received must be scrutinised and

prospective candidates shortlisted for the
interview.
Call letters to prospective candidates should be
sent well in advance of the date of the interview
with details of day, date, time and place of the
interview. If a lot of candidates are to be
interviewed, a staggered time may be allotted to
the candidates. The letter should also indicate
documents that the candidate should carry along
with him/her to the interview.
An interviewer/ panel must be formed in advance
and the interviewer/s must be informed in advance
about their appointment on the panel. A file with
the candidates‘ resumes must be provided to
them, so that they have some information about
the candidates even before the interview begins.
The interviewer/s must know details about the job
profile, organisation, rules regarding appointment,
salary, perks, other benefits, etc.
A data sheet for recording grades and noting
comments should be made available to the
interviewers on the day of the interview.
On the day of the interview, seating arrangements
should be made for the candidates as they wait for
their turn. Some companies also provide
refreshments to the waiting candidates.
Documents/forms to be filled by the candidates
appearing for the interview should be kept ready
to be given to the candidates as they come in.
Separate staff should be instructed to take care of
the needs of the candidates.

ii) Preparation on the part of the Candidate:

It is not just the subject knowledge but the entire

personality of the candidate that is assessed at the
interview. Hence, the interviewee has to pay adequate
attention to physical, mental and psychological preparation
for the interview.
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Physical Preparation: Physical preparation is an

extremely important part of the candidate‘s groundwork
before an interview. It consists not only of grooming but
also of a document check on the day before the interview.
The required documents, certificates, testimonials, extra
copies of resume, copies of publications, etc. should be
placed in separate folders in a file so that they can be
produced without any difficulty when required.

Personal appearance and cleanliness are equally

important factors, as the candidate must present a well-
groomed look at the interview. One must pay attention to
body odour, bad breath, hair, nails, hands and other
aspects of personal hygiene. Make-up, accessories,
wardrobe play a significant role in determining the
personality of the candidate. It is essential to ensure that
these factors are suitable to the occasion. Make-up should
not be garish and accessories should be minimal. Clothes
should be neatly pressed and as formal as the occasion
demands. It would be a good idea to avoid bright colours
and flashy outfits. Shoes should be well-polished. The
clothes should be appropriate to the post applied for.
Generally, suits for men and formal saris for women is the
preferred style of dressing. However, it is better to wear an
outfit one is comfortable in (like a salwar kameez instead of
a sari, or a formal shirt with a tie instead of a suit, because
of the weather) rather be uncomfortable in a dress one is
not accustomed to.

Rehearsal of non-verbal cues can help in concealing

signs of nervousness, restlessness, agitation, etc.
Candidates appearing for an interview for the first time
must practice control over facial expressions, body
language and on speaking confidently without faltering.

Mental Preparation: Research and preparation can stand

a candidate in good stead during the interview. The
candidate must research the company and the job profile to
find out if s/he fits into the organisation. Well preparedness
demonstrates to the interviewers that the candidate has
done his homework and is serious about the job. These
days it is easy to access details about the company
through internet websites. The crucial area of research
should be the organisation‘s culture, company‘s products,
services, profit margins, recent balance sheet, number of
branches and values, and recent news reports about the
company.
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Job description includes job title and department, the

responsibilities and duties that come along with the job,
and the organisational structure, conditions of employment,
benefit schemes, etc.

A self-assessment is also essential : does one have

the right qualifications and experience, necessary skill
sets, special expertise and most importantly, a SWOT
analysis of oneself. A dry run of possible questions will
help anticipate questions and give confident replies.
The candidate should also be prepared to discuss sticky
issues like quitting previous jobs, negotiating salary, etc.

Psychological Preparation: A positive mind and self-

assurance can help overcome pre-interview jitters, but this
poise can result only from excellent groundwork and
preparation for the interview. The candidate must have
presence of mind, sharpness of intellect, must exhibit
flexibility and adaptability to change, and the humility to
learn that which he does not know.

Knowledge of one‘s strengths and weaknesses can help in

giving honest replies to questions, especially when one
does not have the answer to a few questions. In stress
interviews especially, where the candidate is deliberately
put under a stressful situation and has questions fired at
him, a strong presence of mind is crucial to answer the
questions.

Some Potential Interview Questions :

□ Tell us something about yourself.
□ What do your colleagues/superiors say about you?
□ How can you contribute to our organisation?
□ Mention your three greatest strengths and
weaknesses.
□ What are your long-term career goals?
□ Why do you wish to quit your current job?
□ What prompted this career change?
□ Why do you want to join our organisation?

The list of questions is not exhaustive. It will include

questions on the candidate‘s education, work experience, problem-
solving and decision-making ability, initiative, team-work,
interpersonal relationship, time management,
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management style, values, work ethic, leadership qualities, etc.

B] Appraisal Interview:
A candidate does not come to the end of interviews
with his/her selection for a particular post in an
organisation. In fact, the process continues on a regular
basis to assess and evaluate the performance of the
employee. The appraisal interview is generally used as a
means of sharing the employer‘s views on the performance
of the employee with the employee himself/herself. It helps
in improving performance, building employer-employee
relations, ironing out differences, attending to grievances
and, above all, recommending the employee for promotion
and incentives. It is therefore essential that both the
parties to such an interview are positive, forthright, open
and ready for a frank discussion. The discussion may
include past performance, setting benchmarks and targets
for the future, future plans of the company and the role of
the employee in it, the employee‘s future prospects with
the company, etc. A well-conducted appraisal interview can
accomplish the goals set down by the organisation for itself
and contribute to high levels of employee motivation.

C] Exit Interview:
This type of interview takes place when an employee
leaves the organisation. An employee may leave the
organisation for better prospects or because he is
dissatisfied with colleagues, the work culture of the
organisation, etc. An interview at the time of leaving will
make the employee speak his mind freely as he need not
fear making adverse remarks. The interview should,
however, be conducted discreetly if its objectives are to be
fulfilled. The interviewer should invite the employee to
speak frankly about the problems faced by the employee
and invite suggestions to rectify them. The employee may
be rude and make unpleasant comments on fellow
colleagues and superiors, but this must be handled tactfully
by the interviewer. The aim is to seek information that will
ultimately help the organisation to improve, grow and
smooth out dissension among existing employees. The
information provided by the employee should however be
used judiciously as it could sometimes contain
exaggeration and falsehood. The dexterity with which the
interviewer handles the interview will help the employee to
part on an agreeable note. Thus the exit of an employee
can be approached positively and turned to the benefit of
the organisation through the exit interview.
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D] Grievance Interview:
The Grievance interview is conducted in order to
address the complaints or grievances of the employees.
Allowing employees to air their grievances helps the
management
i resolve issues which otherwise could assume larger
proportions
ii. gain an insight into the problems faced by the
employee in order to rectify them
iii .win the goodwill and confidence of the employees
iv. create an atmosphere of harmony within the
organisation by resolving conflicts
At such an interview it is necessary for the authority
to listen to the employee‘s grievances attentively and with
concern. The employee should be invited to voice her/hisr
grievances freely. In the end the authority should
summarise the message from the employee and present a
gist of the grievance to ensure that he has heard the
communication correctly, and then suggest remedial
measures. One of the biggest advantages of the grievance
interview is that the employees get an opportunity to vent
their feelings and emotion, suppression of which can cause
major problems to the organisation. The very fact that
management has provided them with a grievance
mechanism which is sensitive to their concerns goes a long
way in strengthening employee-employer relations.

GROUP COMMUNICATION: MEETINGS

GROUP COMMUNICATION

Introduction :
A major objective of communication is to help
decision-making by collecting, processing and transmitting
information. A decision-making process must involve
discussion, consultation and consensus. For example, the
members of the examination committee meet before
conducting an examination to decide on the dates,
schedules, time required for evaluation, and declaration of
results. Any decision, taken individually on behalf of an
organisation without consultation with others, is considered
arbitrary and autocratic.
 170

Advantages of group communication :

A group is a reserve of collective intellect, diverse
opinions, different perspectives aimed at creating a pool of
ideas to obtain the best possible results of any endeavour.
Apart from helping the common cause, it enriches
individuals in the group by exposing them to plurality of
 171

ideas. It also engenders a sense of involvement in an

organization, and strengthens relationships between the
management and employees. A collective decision-making
process encourages latent talents. Members learn to value
compromise and still contribute to the cause. Delphi
techniques, meetings, conferences, seminars and
workshops, brain-storming sessions are the various ways
of group decision making in the organization.

Disadvantages of group communication :

Working in a group on an idea is a time-consuming
affair, particularly when a consensus is required. Levels of
background research, knowledge, sense of responsibility
and intelligence vary, bringing about unintelligible
differences and lack of participation. Often, the actual
purpose of a meeting is lost in endless circumlocution. A
better idea or opinion can get sacrificed in the collective
bargain, rendering the process a waste of time and
resources.

Consensus: A decision supported by majority members of

a group is known as decision by consensus. This common
agreement is arrived at by analysing different views. While
arriving at a decision, an individual may have to set aside
his opinion and accept that of the majority. Consensus
teaches suppressing one‘s ego in the larger interest.

Meetings :
A Meeting: A Meeting is a collective decision making process.
Organizations generally have appointed groups to supervise
specific areas, commonly known as committees.

Louis Allen defines it as ―A body of persons appointed or

elected to meet on an organized basis for the consideration
of matters before it‖. A committee is also seen as ―a group
appointed by the parent organization which meets to
investigate a problem and, later, to formulate its report and
recommendations‖.

A committee meets
□ to get a clear perspective on a given proposition
□ to arrive at a decision, based on facts and figures
□ to find out views, attitudes and emotions of the
participants while tackling a problem or facing a
challenging situation
 172

□ to explore the most appropriate solution to a

problem
□ to collect data

There are two types of committees: executive and

advisory. An executive committee is a formal body with
elected/appointed/nominated members. It has a formal
structure and constitution, and members meet only when a
formal notification is issued. It looks into administrative
issues of the organization.

An advisory committee is a reservoir of knowledge

and experience, comprising nominated members, entrusted
to provide guidance whenever required and has no role in
the daily administration of an organization.

The working of a committee meeting : A meeting is

convened by circulating a notice amongst its members. The
chairperson, in consultation with the secretary, decides the
agenda of a meeting. A notice informs the members about
the day, date, time and venue of the meeting, apart from
briefly describing the agenda. An agenda is a list of items
that are to be discussed at the meeting.

The notice and the agenda help members to

complete their background research and prepare for the
meeting. The meeting begins when there is a quorum — one-
third of the total number of members constituting that
particular body.

The chairman initiates discussion according to the

agenda. Each item is discussed in detail allowing members
to voice their opinions. This is known as the discussion
phase of the meeting. After the discussion that examines
the pros and cons of a given matter, a decision is arrived at
and the modalities of the implementation are discussed.
This is the implementation phase of the meeting.

A decision could be arrived at by consensus or by

putting the proposition to vote. Decisions are recorded by
the secretary of the committee. When they are recorded
during the meeting they are called resolutions.
Resolutions, when recorded in the minute book, are called
minutes.

The Role of the Leader/ Chairperson in a committee meeting :

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The role of the leader / chairperson / head of the

group, is crucial for the success of a meeting. He/she must
be a person with clear vision, drive and good
communication skills to be able to provide direction to the
group. The group must work towards achieving its goal
within the allotted time.
1. A chairperson must set the objective of the meeting,
which can range from discussing ‗strategies to
increase sales‘ to ‗reducing the quantum o f leave
taken by employees.‘ A meeting can have one or two
such major items on the agenda. The chairperson
must know what he wants out of such a meeting.
2. The chairperson must know the members of the
group and their profiles. What are their biases? Are
they going to conform or are they going to resist the
decision?
3. After checking the quorum, the chairperson begins
the meeting by welcoming all members.
4. He /she must spell out the agenda and invite
participation from members.
5. He / she should take up items of the agenda one by
one.
6. He / she must allocate sufficient time for discussion of the
item and then take a decision on it.
7. He /she should ensure that the members get time to
voice their opinions but at the same time do not
overshoot the time that has been allocated for each
item.
8. In case of conflict within the group, he / she must
intervene swiftly to ensure that the process of
decision-making is not hampered and that the
atmosphere is not vitiated.
9. He / She must try for decision by consensus but, if
unable to do so, he /she should ensure that the
group‘s unity remains intact despite voting on a given
point.
10. He /She has to instruct the secretary to keep the
record of the deliberations and the resolutions
passed.
1. Prior to the meeting he / she has to circulate notice
of the meeting and set the agenda for the meeting.
12. He / She has to make proper arrangements for
seating where members can see each other and
converse with each other.
 174

13. Besides writing pads and pens, any other gadgets or

technological support required should be provided
for.
14. He / She must ensure that the new members are
introduced to the senior members.
Chairing a meeting is an art. It is a leadership skill
which can be learnt or improved with practice.
The Role of the Participants : A meeting is a democratic
process of arriving at a decision that encompasses
interests of all the people concerned. The role of participants
representing ‗all the people‘ is important. They have to
participate in a decisive way to bring the meeting to its
logical conclusion.

1. The participants must study the agenda and prepare

themselves mentally for the meeting.

2. They need to understand their importance in the

group and must contribute to its success.

3. They should have a stand/perspective based on

facts. They should not voice opinions without factual
support.

4. They have to understand that meeting is a place

wherein divergent views will be expressed.

5 They must voice their opinion in the time allotted to

them in a clear and concise manner. They should not
try to monopolise time by being circumlocutory and
waste everybody‘s time.

6. Decision-making in a group is arrived at through

consensus. Which means one must be prepared to
compromise, to give up something in the larger
interest

7. They should not argue for the sake of arguing or

oppose the rival viewpoint. At no point should they
make it a prestige issue

Drafting of Notices, Agenda, Resolutions

The first step in convening a meeting is to draft the

notice which informs members about the location, time,
date and purpose of the meeting. Unless a notice is sent, a
meeting is not considered formal or legal.
 175

Irrespective of whether it is a formal meeting or an

informal one, intimation about the venue, time and purpose
of meeting has to be sent out.

Any formal intimation of the meeting must bear the following

items:
□ The signature of authority. Normally, the secretary, in
consultation with the chairperson, drafts the
notice. A formal notice should therefore contain the
signature of the secretary and the chairperson
□ It must be typed on the company‘s letterhead.
□ It must mention the venue which should be
convenient to all the members
□ It must state the day and time of the meeting
□ It must state the date on which the meeting will be
held. The notice should be circulated minimum two
weeks / 14 days in advance.
□ [In the case of the AGM 21 days, Board of Directors‘
Meeting, 7 days]
□ It must state the nature of the meeting (AGM,
Statutory, Board of Directors‘ Meeting, committee
meeting etc)
□ It must spell out the purpose of the meeting under the
heading ‗agenda‘
Agenda:
An Agenda is a list of items to be deliberated upon in
a meeting. The reason behind circulating the agenda is to
inform members about the purpose of the meeting, so that
they can come prepared and participate in the meeting.
Example :

InfraStructure Finance Company Ltd. 123,

Mehata Street, MIDC,Andheri[E] Mumbai
400077. Tel: 022 23334445
Notice
30 June 2008

Notice is hereby given that the 31 st Annual General Meeting

of IFC Ltd will be held on Wednesday, July 16, 2008 at ‗
Burlap Ambusher Sahara‘, 19, Marine Lines, Mumbai 400 020,
at 3.00 p.m., to transact the following business:

Agenda
Ordinary Business:
1. To read the Notice of the meeting
2. To confirm the minutes of the AGM held on July 16, 2007
3. To receive, consider, and adopt the audited profit and loss
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Resolution : Resolution is the decision taken at a meeting.

The secretary is expected to maintain a record of the
deliberations and decisions made at a meeting. While
keeping such a record of the decisions taken, the decisions
are recorded in the present tense. However, while making
their entry in the minute book, they are recorded in
reported speech.

A resolution may begin in the following ways:

―It is hereby resolved that ………..
―Resolved that ………

Example :

1. ―It is hereby resolved that Messrs. Panel Kerr Frostier be

and are hereby reappointed as branch Auditors for the
year 2008-09, on such terms and conditions and on
such remuneration as may be fixed by the Board of
Directors of the Corporation.‖

[Minute of the same would read as ―It was then resolved

to reappoint…]

2. ―Resolved that the Corporation hereby declares a

dividend of Rs2 per share to each shareholder whose
name appears on the company‘s register up to 30 July
2008‖.

[The same item in minutes would read as ―It was

resolved that the Corporation declared a
dividend……………..whose names appeared ]

Tasks :

1. As a branch manager of ABC Ltd. you receive a fax from

the head office announcing an inspection of the branch
in a week‘s time. You have to call an emergency
 177

meeting of the branch personnel to inform them of the

inspection, and to decide on the steps to be taken for
the inspection. Draft a notice convening a meeting in the
conference room at 10 a.m.

2. At the Annual General Meeting of Harsiddhi Co-

Operative Housing Society, the following items were on
the agenda. Draft carefully worded resolutions for them
1. To buy a computer for the society‘s office
2. To appoint an accountant to write day accounts
3. To send a notice to recover outstanding dues from
Mr. S. N. Rana who has defaulted the payment of
the society.

3. What is the importance of a group in organizational

decision-making?

4. What are the problems of group communication?

5. Why is the role of the chairperson/participants important

in a meeting?

6. You are the organizer of the Inter-Collegiate festival.

Draft the Notice mentioning the agenda for the first
meeting of the committee. As chairperson what
measures would you take while conducting the
meeting?

❖❖❖❖
 178

CONFERENCE FOR COMMUNICATION

Learning objectives :

To introduce students to the concept of a conference

as a means of internal and external communication.

I. CONFERENCE

Introduction:
A conference is a meeting for consultation,
discussion, or an interchange of opinions or views. The word
conference is derived from the Latin ‗confer‘ which
means ‗to consult together‘. As the definition suggests, a
conference is the coming together of individuals who
belong to a particular field. These individuals are invited to
look at a particular matter in greater detail and
communicate their view points and disseminate information
among people belonging to that particular field.

Conferences could be held for a variety of reasons.

They could be organized to raise general public
awareness, or within the organization to study a particular
problem, or to update the knowledge of the employees
regarding the latest developments in the organization.
 179

What is the difference between a conference and a meeting ?

While a committee, as well as a conference, is a type

of group communication, in a committee meeting the
number of members is small, there is a well defined
agenda and decisions taken are legally binding on the
organization. A committee meeting is therefore a very
formal affair, as its members are appointed, or nominated,
and the meeting is organized with a view to solving a
pertinent problem, or to implement a decision.
A conference, on the other hand, is a relatively
informal get-together of a larger group that meets in an
informal manner; the decisions taken at a conference are
of a consultative or advisory nature. Participants in a
conference do not have any voting right. In a conference, a
given problem/ subject is analysed from all angles in order
to arrive at the best possible solution / option. These
decisions are put forward in a recommendatory fashion.

For instance, a bank organising an in-house

conference, before introducing the ATM facility to its
customers, may invite general discussion on various aspects of the
proposition, such as
□ What is the profile of the customer?
□ What would be their reaction to such a scheme?
□ What kind of reception would this new facility
receive?
□ How should the bank break the news to its
customers?
□ What effort should it take to break their resistance?
□ How should it address their security concerns?
□ What should be the advertising strategy?

It is only after a thorough study of all these aspects,

and in the light of the recommendations received, that a
policy decision on whether such a facility should be
introduced, where it should be introduced first, what will be
the task of the Public Relations Department etc, will be
taken.

i) Organising a Conference:

I. A conference could be organized for in-house personnel

or it could be for an external audience. It could be
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organized locally or at the state, national or international level.

For example :
1. All India Conference on the New Techniques in
Dentistry.
2. International Conference on Feminism.

II. Organising a conference requires planning and effort.

Generally it is the task of the Public Relations Department
to organize such an event.

1. Preparation begins with deciding the subject or the

area that the organization needs to explore.

2. Depending upon the scope of the subject, a list of

invitees and guest speakers is drawn up.

3. The main subject could be divided into sub-topics

and these could be discussed during several
technical/plenary sessions.

4. Depending upon the scope of the topic, the total

period over which the conference would be held is
decided. [It could be a One-day / Two-Day/Three Day
conference.]

5. Budget of the conference is worked out. At times,

sponsors are contacted to raise the necessary funds
for the conference.

6. The date, time and venue of the conference are

planned. Generally, the convenience of all those
involved is taken into consideration.

7. Programme for the conference is drawn up, after

contacting the resource persons and ensuring their
availability.

8. Arrangements such as accommodation and

transportation are made for out-station participants.

9. Research papers / Extracts of papers from

participants on the given topic are invited.

10. A formal invitation outlining the details of the

programme is printed A formal invite is sent to the
invitees and the resource persons. Invitations, along
with entry forms, are sent to participants who
represent the organizations .
11 PRD has to handle all the publicity for the event. This
includes a formal intimation of the event to
newspapers and news channels in order to organize
press coverage of the conference.
ii) On the day of the conference the following activities
are undertaken by the host:
12. A registration desk is arranged for the enrolment of
the participants.
13. They are provided with files containing the extracts of
speeches / papers submitted by
the guest speakers. Pens, badges etc are distributed
along with the stationery.
iii) Holding a Conference:
A conference is inaugurated by the Chief Guest, who
outlines the purpose, need and the possible outcomes of
the conference. This speech is known as the Key-Note
Address. This is followed by the Technical Sessions, in
which the resource person gives his/her perspective/s and
invites interaction from participants. Each session is
officiated by a Chairperson who introduces the speakers,
allocates time for their presentations, and sums up the key
ideas at the end of the session. He/She also mediates
between the speakers and participants during the
interactive session. At every technical session there is a
rapporteur, who records the proceedings as well as the
outcome of the session. The Conference concludes with a
formal valedictory function. The Chief Guest highlights the
key ideas thrown up by the conference and comments on
its overall success. All the participants are given
certificates / souvenirs for participation, and these are
presented by the Chief Guest.

Organisers have to make arrangements for

certificates, souvenirs etc. Feedback from participants,
including their suggestions are invited to bring about
improvements, if any.

Arrangements for food – breakfast, tea, lunch,

snacks etc – are made by the host. Apart from these,
arrangements for technological support such as mikes,
LCD / and other visual aids are also made by the host.

After the conference is over, a careful analysis of the

feedback is made. Guest speakers are sent thank you
letters along with copies of their photographs.

iv) Outcome of a Conference:

 A well organized conference gives a sense of
satisfaction to the host as well as to the guests /
participants / delegates. In a conference a given problem is
looked at comprehensively. This creates understanding of
the problem. Solutions are worked at. Interaction among
the delegates helps in the broadening of understanding.
Professional interaction helps in the strengthening of
bonds, creation of network and fraternity feeling.
Organising a conference is a major Public Relations
exercise. It builds the image of the organization and earns
the good will of the public. It also accords leadership
position to organisaions that host conferences on a regular
basis.

Nowadays many companies organize conferences as

a business-cum- pleasure exercise. The purpose of such a
conference is to hold the thought-generation exercise in a
relaxed atmosphere. Such a conference is held ‗off -site‘ or
‗off-locale‘, at a place where members can go sight -seeing
or shopping. Pharma companies holding conferences for
doctors in places like Singapore or Cape Town are
examples of such conferences.

v) Example of a Schedule for a Conference:

One Day State Level Conference on

Searching New Directions in Education : Creating an
Interface between Education and Industry.

11th August 2008 Venue : Hotel Ambassador

Registration: 9:30a.m. to 10:30a.m.

1. Inaugural Session: 10:30a.m. to 11:15 a.m.

Chief Guest: Dr. A. Ramaswami, Vice-Chancellor,
Mumbai University
Vote of Thanks : Mr. A. Jadhav, Principal, [Link]

2. Technical Session: 11:20a.m. to 1:30 p.m.

Chairperson : [Link], Industrialist.
(a) Guest Speaker: Mrs. Nina Thaper, CEO, ICICI Bank.
Topic: Careers in Banking and Insurance Sector
Time: 11:30a.m. to 12:15p.m.

(b) Guest Speaker: Dr. L. Fernandes, [Link]

Topic: Careers in Retail and Subsidiary Sectors
Time: 12:15p.m. to 1:15p.m.

(c) Interactive session: 1:15p.m. to 1:30p.m.

 Vote of Thanks.

Lunch Break: 1:30p.m. to 2:30p.m.

3. Technical Session: 2:30p.m. to 4:30p.m.

Chairperson: Dr. [Link], Director, IIT.
(a) Guest Speaker: Mrs.S. Garg, Principal, Teachers‘ Training
College
Topic: Need for Teacher Training and Orientation .
Time: 2:30p.m. to 3:30p.m.
(b) Guest Speaker: Mr. K. R. Sahu, CEO, Power Chain
Stores
Topic : Logistics and Methodologies.
Time: 3:30p.m. to 4:30p.m.
(c) Interactive session : 4:30p.m to 5.00p.m.

Vote of Thanks

Valedictory Function: Time: 5:00p.m .to 6:00p.m.

Chief Guest: Dr. [Link], Pro-Vice-Chancellor,
Mumbai University
Distribution of certificates.

Vote of Thanks.

ii)Other Forms of Group Communication

1. Seminar : A seminar is a discussion by a group that

gathers to analyse a research paper, or an advanced
study, presented by a participant orally, or in a written
manner. Presentation of material is followed by discussion
of the report or material in greater detail. It is possible that
at a seminar more than one paper or subject is presented.

2. Symposium : This is a get-together of people at which

people belonging to a specialized field make presentations
to which the audience can respond. This is an interactive
activity between general audience and experts from a
specialized field.

3. Tele-Conference /On line conference : Two or more

persons conferring with the help of telephones at an
appointed date and time is known as teleconferencing.
Teleconferencing with the help of the internet is another
way of conducting conferences or meetings. Yahoo, Skype
are some of the popular networks that offer
teleconferencing facilities. The advantage of this mode o f
communication is that participants can participate from
their own geographical locations, at a commonly
agreed time.

4. Video Conference : Fiber Optic Network Connection in

conjunction with Satellite makes it possible for persons to
use web-cams and confer with one another at an
appointed day and time. Since people can see each other
this becomes a live, face to face communication. This
mode of communication is used by business houses that
have a global presence.
Tasks :

1. Why is a conference held? In what way is it different

from a committee meeting?
2. Imagine that you have joined a bank, which wishes to
introduce a new Insurance-cum-savings product to its
customers. You have been asked to organize an in-
house conference for its sales personnel. Answer the
following questions:
(i) What will be the subject of your conference?
(ii) How many technical sessions can you plan?
(iii) How many days, do you think, the
programme should take?
(iv) How will you devise the invitation card as
well as the schedule for such a conference?
3. At the above conference you have to organize guest
speakers. What steps would you take for this?
4. What kind of preparations would you make on the
day of the conference ?

❖❖❖❖
 PUBLIC RELATIONS

Public Relations

Introduction :

The role of public relations cannot be stressed

enough, particularly in the context of the globalized world.
Not only is it becoming increasingly complex, sophisticated
and demanding, but its contribution in respect of
communication to any organization is being duly
recognized. In India it is gaining prominence and, though it
is just one of the tools of marketing, more and more
marketing agencies are carving full fledged separate public
relations divisions. In addition, many stand-alone public
relations organizations, big and small, are being
established every year. The fact that, apart from
corporates, celebrities, socialites, film and sports stars,
and political parties too are turning to them for image
building and image make-overs, is testimony to their
growing demand. PR as a practice can trace its origin to
the pre world-war times in England. In U.S.A. it was
vigorously practised to face the challenges when the first
railway lines were built, and the project faced ugly
opposition when accidents occurred, and when private land
needed to be acquired. Bernay, popularly considered one
of its earliest and strongest practitioners, defended it as an
effort ―to engineer public support for an activity, cause,
movement or institution‖ through ―information, persuasion
and adjustment‖. The British IPR (Institute of Public
Relations) was established in 1948, while Dartnell‘s
Handbook was published in 1956 in U.S.A. However, it was
only in 1961, when it was formally adopted in Venice as the
International Code of Conduct for Public Relations, that it
came to be officially established, legitimized and practised
formally world-wide.

Definition: ―Public Relations is the deliberate, planned and

sustained effort of an organization to establish and
maintain mutual understanding between an organization
and its publics.‖

Public Relations, thus, is not merely the starting

point of any business venture, but a constant effort in
building and retaining good will and credibility, —
intangibles that go a long way in forming the perception
about an organization. It is much more than mere crisis
management, damage control or just another marketing
tool. It forms an important link between the top
management and various publics or audiences, both
internal and external. PR professionals thus need to be
multitasking, and play multifarious roles as good
communicators to maintain mutual regard and
understanding between an organization and its various
stakeholders.

i) Functions of PR : As communicators they can ascertain

the very pulse of the public, and their perceptions can
inform and influence policy decisions of an organization, be
it for finance, marketing, community, government or
environment purposes. They are therefore able to play a
vital role as advisors to the management on diverse
aspects. In this capacity they can help shape company
policy.

□ The public relations division can act as the image

makers for the organization or the individual and, by
adopting the right medium and appropriate content, can influence
public opinion.

□ A good assessment of people‘s culture specifics

enables it to devise suitable strategies in determining an
organization‘s goals.

□ The ability to communicate qualifies it to act as

intermediary with lobbyists or to itself lobby for
organizations with people, governments or international
bodies to secure deals.

□ Though event management is being carved as a

special niche, this is essentially what a PR professional
routinely handles.

□ Events would include diverse programmes like

musical extravaganzas or book launches. But organizing
conferences, meetings, symposia or exhibitions are again
traditionally a PR professional‘s responsibility.

□ Crisis management is synonymous with PR. But more

important is the ability to keep the antennae up and alert
and pre-empt problems. PROs (Public relations officers)
therefore have to act as sirens that warn of impending
trouble. When a crisis occurs, they are the first ones
sought to defuse the situation, or restrict and control
damage. They have to act as spokespersons for the
organization. In rendering first-aid in a crisis situation, they
often help by deflecting public attention from an unpleasant
and unsavoury occurrence towards a positive and
beneficial one. They have, therefore, been regarded as
doing a ‗white washing‘ exercise. Be that as it may, they
are credited with achieving a ‗turnaround‘ in public
perception and restoring the shine to a tarnished
image.

□ PROs are the natural and first choice as

spokespersons for an organization and need to routinely
interact with the media, the government or other agencies.

□ By virtue of handling both external as well as internal

audiences their role overlaps with that of the HRD. In
challenging times of strikes, go-slow motions, lock-ups,
mergers and/or acquisitions, they are ideally suited in
addressing and occasionally redressing the concerns of
the employees of an organization.
ii) Tools of PR : The principal and basic tools of PROs are
the spoken word, the written word and the image. The
nature and the need of the audience determine the form or
the medium.

A) PR and External Communication : The PROs have a

wide range of tools at their command to be used according
to the needs of the audience they require to address.

External Public Relations : The Publics [The external audience] of

an organization may comprise its dealers, customers, transporters,
trade association members, competitors, or government bodies that
it needs to interact with in the course of its day to day business, its
investors, other financial bodies as well as opinion makers and the
public at large.

One of the best ways, therefore, to reach such a wide

spectrum of audience is through mass media. Though the
TV is one of the most effective means, its prohibitive cost
makes it a deterrent for most except the financially sound
companies. But there are other cost effective means.
These could be the press, (the newspapers normally
publish a press release of an event without charge),
staging an open house by inviting its various stakeholders
to visit the company at its office or plant, sponsoring
events and displaying the company‘s name and logo
prominently, or by conducting or participating in fairs and
expositions. Companies which have the financial means
also go in for films, or documentaries of public interest,
highlighting the company‘s role or association with the
project. The widening of technology has offered one more
means, the web page, which, however, needs constant
updating, as failure to do so reflects badly on the
organisation‘s ability to keep abreast with the times.

i) Media Planning
The best means of outreach to the public is through
the newspapers, the television, and now the radio which is
seeing a re-birth through the FM channels. Issuing press
hand-outs before a press conference or press releases
about an organisation‘s forthcoming events is important. It
is important to bear in mind that a press release must be
clear, accurate, brief and objective. With the television and
the radio being expensive media forms, their use would be
limited, reserved for only extreme cases of crises when an
organization‘s view point would need to be expressed.
 As the press is one of the most effective tools of
mass communication, it is vital that a PRO maintain an up -
to-date list of sub-editors to whom the press release would
be addressed. It is also necessary to do a discreet follow
up. One should ensure that the press release is in the form
of a newspaper report with all relevant and complete
information included.

Example:

THE PROGRESSIVE ACADEMY

25, M. G. ROAD,
NASIK.

From: Ms. S. Dixit, Date:

Chief, Information Desk,
To :Mr. Subi Johnson For immediate release
Sub-editor,
Edu Info Times.

New President at the Progressive Academy.

Mr. S. D. Raghavan, M. Com, C.A., C. S., LLM,

has taken over the reins of the management of the
Progressive Academy as President from the outgoing
President Ms. S. V. Taksale who is migrating to Canada.

Mr. Raghavan has been associated with the

Progressive Academy since 1985 and has held several
important positions with distinction. He has also served
as advisor to other institutions and is a member on the
Boards of both educational and non-government
organizations. He intends to share his plans for
enhancement and expansion with parents, students and
staff in his inaugural address at the Annual Function.

In addition to the press or other media, some of the other

forms of interface with the external stakeholders are exhibitions,
fairs, open-house days, documentary films, as also organizing
sweepstakes, competitions and community programmes.
 190

Organising press coverage for important events in

the organisation, getting senior executives to contribute
articles to leading newspapers, participating in debates on
TV channels is part of the image-building exercise of PRD.

The Internet is the latest and most modern medium to

be harnessed by the PR Department to help in its job. The
web is an interactive medium with the widest reach, as the
term ‗world wide‘ appropriately suggests. Hence, not only
is the web page an important tool in publicising the
company, its profile, its achievements and its plans, but it
becomes the ideal medium to be in touch with public
sentiment, its perception and reaction to a company‘s
policy or event.
ii) Customer Relations: Customer Complaints, Corporate
Social Responsibility:
a) Answering customer queries, handling customer
complaints with sensitivity and promptness, providing vital
information to common public is the job of the Customer
Relations Officer.
PR tries to reach out to a vast number of customers
by paying prompt attention to customer grievances.
Growing number of Business Processing Units bear
testimony to the fact that attending to customers is of vital
importance to survive the competition.
With the recent enactment of the RTI Act, and a
general rise in consumer awareness, the management of
consumer complaints becomes an important part of the PR
department. Often, companies or service providers, in a
bid to retain goodwill, may even offer some adjustment, in
terms of discount coupons or free coupons, to compensate
for the shortfall and retain goodwill. Here is an examp le:
Shangri-La Resort,
Madh Island,
Malad-W,
Mumbai.
Nov 18, 2008.
Mr. Ravi Pant,
25, Emerald Heights,
GK, New Delhi.

Dear Sir,
We have been honoured to have you as a regular patron
for the past many years. We were, therefore, highly distressed
to learn from your letter that you were subjected to discourteous
behaviour at the reception desk after an unconscionable delay
by the pick-up van, upon your arrival at the airport.

We assure you, Sir, that we made immediate enquiry, as such a

complaint by our valued and longstanding customer demanded top
priority. We learnt that the unforeseen delay was
 However, we deeply regret that one of our regular
customers was put to inconvenience. As an offer of goodwill we
wish to offer you a complimentary lunch voucher for two at the
prestigious ‗Nizam‘s‘ at Greater Kailash, Ne w Delhi. We assure
you, Sir, of our continued impeccable service and hope to
receive you again on your next visit to Mumbai.

Sincerely Yours,

Rajiv Krishnan.
(Manager, P.R.)

b) There is a lot of buzz in the current corporate scenario

about CSR or Corporate Social Responsibility. There is
a growing awareness and expectation that a company that
prospers and does well financially should ideally attempt to
give back to society in some form or the other.
Accomplishing, as well as advertising this, becomes the
sole responsibility of the PRD [Public Relations
Department]. For example, a pharmaceutical company
may organize photographic exhibitions at public sites, such
as railway stations, explaining through visuals and
commentary about the scourge of AIDS and methods of
prevention. Or about blindness, and the preventive
measures that can be adopted.

iii) Organising Conferences, Seminars, Workshops:

PRD undertakes this exercise inorder to take a leadership
position in scholarship, and innovation among
organizations dealing in similar ventures. To bring leading
thinkers and people of eminence together, and make their
research available to professionals, forms the core part of
this exercise. Conferences are held to create linkages and
establish networks.
iv). Fairs, Exhibitions and Shows: Organising such
events on one‘s own, or participating in such events, is yet
another PR activity. This exercise helps an organization to
gain maximum visibility and reach out to cross-sections of
the society. Showcasing one‘s products, interacting with
competitors and establishing one‘s position become
important objectives of this exercise.

v) Conducting Opinion Polls and Obtaining Customer

Feedback through Questionnaires: A good relationship
with those whom one interacts with and who are not part of
the company is very essential. Companies work, not only
towards portraying a good image to the world at large,
but also, from time to time, attempt a feedback on the
public perception of the company. For example, Reliance
Energy, Jet Airways, ICICI and HDFC banks have a regular
feedback form in which questions like, ―Were you
satisfied with the time taken to attend to your query?‖ are
included.

vi) It could also arrange an Open House: This is an

occasion when members of the public, or family and friends
of employees, can visit the plant or factory and be given a
conducted tour that explains the functioning of various
departments of the company. Indian Navy celebrates Navy
Week in the first week of December and organizes
conducted tours of some of its warships for the benefit of
common public. The purpose of such an exercise is to
entertain and inform.

Vii) Trade Events such as organizing seminars or expert

talks by eminent professionals are yet another way for
companies to establish and maintain good relations in
society. For example, when the new budget is announced,
it is common practice for financial and tax-related
companies to organize talks by eminent financial experts
for both, the general public or the tax professionals of their
association.

Viii) Films are another popular way of reaching out to the

public. These can be in the form of relevant documentaries
or on the company‘s profile and its contribution to society.
The commissioning of films, however, is an expensive
affair and it is only companies which have deep pockets
that can go in for such a medium.

ix) Sponsorship is a very popular means of both publicity and

good PR. It is assumed that a company would sponsor
only those events or programmes that are in line with their
policies and thinking .The Souvenirs produced by non profit
making associations or NGOs, for example, are a means to
raise funds through advertisements. Sponsorship not only
provides high visibility but also, through financial help,
enables the execution of programmes and helps garner
goodwill for the company. College competitive events,
television programmes, sports events, or social projects
such as health awareness drives become an excellent
means to the company to build a good rapport with
society.

B) Internal PR: The internal audience of an organization

comprises its employees at various levels. The PROs can
effectively use tools such as the in-house journal or
magazine or the notice boards. Featuring articles,
photographs, news and views, competitions, quizzes and tit
bits about a company‘s events, achievements, employees‘
promotions, wedding details, births and deaths
announcements, etc., help to lend a personal touch and go
a long way in creating inclusiveness and a sense of
bonding and belonging. Apart from these, organizing
picnics, get-togethers for employees with their families, or
off-site programmes, film screenings or annual sports day
or other competitive activities, are other ways of creating
and maintaining good relations with employees. Providing
congenial work and recreation places is very essential too.
Creative use of imagination and availability of funds can
result in innovative measures of maintaining good and
harmonious relations with the staff.

The Internal Audience of an organization comprises its

employees at various levels. It is of paramount importance
to maintain cordial and congenial relations with the
employees for, in the final analysis, it is they who are the
actual people who help the organization achieve it s goals.

The functions of Internal PR are to

(i) motivate the employees and boost their morale
(ii) create fraternal feeling
(iii) ensure free flow of communication in order to earn
the trust of the employees.

i). The Print Medium is the first, easiest and simplest tool.
It can be used in a variety of ways. Bulletins are used to
give the employees news about the latest developments.

In-house journals and magazines or periodical booklets

are also a popular means. These usually contain a
message from the management, and an editorial focusing
on the latest events or products. In addition, to make them
more interactive and participative, they may include articles
by employees, news about them such as marriages or
births and deaths, or other relevant and significant events
such as the company‘s victory in competitive matches and
games, or news that concerns them, like promotions
or notes of appreciation.

ii) Films, both documentary or entertainment, are a good

way of engaging with the employees. When these are
followed by discussions, they afford an ideal platform for
interacting with them in an informal setting and
strengthening the employee-management bond. They could
serve the additional purpose of instruction or training.

iii) Open House is a wonderful device for image building

with the employees and their families. This achieves the
purpose of instilling a sense of involvement with and
commitment to the company. Picnics with employees also
serve a similar objective.

iv) Off-site training programmes are becoming another

popular way for companies to achieve their dual objective
of providing both training and entertainment to their
employees in an informal setting. Conferences, whether
internal or external, become a wonderful PR exercise to
motivate the employees, to up-date their knowledge and,
indirectly, benefit the company.

v) Exhibitions and Competitions form yet another form of

instructing, encouraging and, thereby, motivating
employees.

vi) Documentation of Press Clippings: becomes an

important tool for an organization to keep track of the
image it enjoys in public, just as the opinion poll findings
reveal the perception of external or internal audiences
about itself. Large companies, in fact, have well trained
and specific employees, who regularly cut out the articles
that include a mention of them, and maintain a master
copy, as well as respective ones for the various
departments. This enables an organization to refer to them
to ascertain public opinion or the perceptions of various
stakeholders before finalising a policy decision.

vii) Implementation of programmes: like Advice and

Counselling, or Suggestion Schemes help in strengthening
the bond between the management and employees. The
importance of congenial working conditions cannot be
stressed enough in motivating employees and encouraging
them to give of their best. It has been remarked, and rightly
so, that, while the modern workplace seems to resemble
more and more a place of relaxation, sport, which is seeing
increasing competition, is becoming more and more of a
hard job!

III. Qualifications for a PRO:

From the preceding detailed description of the job

profile of PROs it is evident that they have to be primarily
and essentially good communicators. This implies that they
not only be able to read, write and speak one or more
languages, but also possess soft skills in dealing with
people tactfully. They may be called upon to write and
often edit written work. They need to groom juniors and
train them to take on greater responsibility. In dealing with
the internal employees, they need to address their
problems. This implies that they have to be good listeners
too. Redressing grievances, settling disputes, organizing or
re-organizing the workforce, and motivating them, call for
developing empathy and understanding.

As PROs deal also with the image, the ability to wield

the camera for photography or films is a great asset. In fact
photo journalism and documentary film making are very
useful tools in communicating an organization‘s plans and
progress. Modern technology, which has shown a dramatic
progress, has further empowered and facilitated
communication with video cams, cameras with mobile
phones, and computers, which enable not only power point
presentations but also video-conferencing and film making.
Since they are called upon to interact with media persons,
whether print or audio-visual, i.e., the press or the T.V., it
is imperative that they be confident as speakers.

In fact, organisations appoint one person as their

official spokesperson. These spokespersons need to be
senior, experienced, tactful, with a cool temperament in
order to field difficult and often tricky questions posed by
media persons intending to extract inadvertent, hasty and
spontaneous replies that could be used, out of context, to
damage an organization‘s image. Appointing just one
spokesperson who alone is authorized to speak for the
organization ensures that there is but one uniform
response and not multiple ones that could be
misconstrued. This prized ability to speak judiciously and
be able to impact the public at large is what earns the
PROs the tag of ―engineers of public opinion‖, which,
though perhaps not flattering, speaks of the immense
influence they can wield.

In conclusion, one could say that PROs of the

present day have indeed come a long way from the time of
their original, humble practice to occupy a pre-eminent
position, particularly in the context of a globalised
economy. But one also needs to bear in mind that in times
of a downturn, they are the first victims on the chopping
block, the first to be fired, as their job profile is not so skill
specific as to be considered indispensable. But in times of
crisis they, by conveying the right kind of information, at
the right place and at the right time, can convert the
resentment and ire of the public to sympathy for the
organization. They dispel ignorance and provide the correct
details. They can wean the public from apathy and an
uncaring attitude to an interested and committed one. They
can help dislodge prejudice and bring a turnaround to a
better understanding. Thus, they can achieve the enviable
feat of effecting a significant shift by transforming a
negative perception about an organization to a positive
one. Little wonder, then, that more and more institutes are
offering a full fledged course in this interesting and
challenging professional opportunity, enabling a growing
number of youngsters with requisite skills to avail of a
demanding but satisfying job option.
 ❖❖❖❖

UNIT3:BUSINESS CORRESPONDENCE

14
TRADE LETTERS

Learning objectives:

To enable students to understand the nature and

purpose of routine and persuasive business
correspondence.

Introduction :
Commercial correspondence normally falls into three
categories:

i. Business to business letters ii. business to customers

and iii. customers to business letters. In this chapter
students will learn about trade letters that are normally
exchanged between the two parties: traders and
customers.

Trade letters include [in the order of their occurrence]

1. Inquiry
2. Order
3. Complaints, claims, adjustments [ Chapter 15]
4. Consumer Redress Letters [ Chapter 16]
5. Credit
6. Collection
7. Sales: [Chapter 17]

1. Inquiry: A letter that seeks information about a product

or a service is known as a letter of inquiry. Unless a buyer
collects information about the product, he cannot place an
order. His first step, therefore, is to collect the information
about the product.

Drafting a letter of inquiry: Like any business letter, an

inquiry letter should have a beginning, a middle and an
end.

❖ Openings

The buyer may/can mention an advertisement as the

source of information .
a) I refer to your advertisement in the ……….of………date
advertising the new range of…………….and I wish to
inquire about it.
b) I write to inquire about …….advertised by you in the
Times of India, dated …..

or The individual or the firm may furnish a brief self - introduction

a) We are a large chain of retailers and we are looking

for………..
b) We wish to replace steel cutlery in 25 of our [Link]
of Hotels.

Or the firm may begin by stating the purpose right away.

a)We are an established chain of hotels in North India We
wish to replace the crockery in all our establishments.

❖ Middle

Buyer requests for the price-list and catalogue:

We request you to send your price-list/catalogue/quotation
at your earliest/latest by….

❖ End

Buyer inquires about the discounts/ concessions given:

(a) We request you to provide more details about your 20%
discount scheme.
(b) We expect 10% discount on current prices offered to
educational institutions .

Buyer tries to induce seller into giving him most

competitive /reasonable prices.

Reasonable prices, excellent quality product and service

will induce us to place future replacement orders with you.

Example: Inquiry
Shah Computer Accessories
…………………….
23 rd April 2008.
Anupam Stores
……………..

Dear Sir,
I refer to you advertisement in today‘s Times of India,
announcing the latest range of computer accessories.

My computer shop enjoys sound reputation in the area.

I am interested in the new products advertised by you. As
my requirement is of a varied nature, I request you to send
your latest price-list and catalogue.

The advertisement mentions a special discount on large

orders. Please furnish me with more details about this.

Yours truly
………….

2. Reply to inquiry: This is a letter which the seller writes

when he responds to the buyer‘s letter of inquiry. He
thanks the buyer for showing interest in his products;
encloses his best prices/catalogue/quotations; makes a
special mention of discounts so as to induce the buyer to
place an early order.
Example : Reply to inquiry

Anupam Stores
……………………
29th April 2008

Shah Computer Accessories.

………………………

Dear Sir,

We thank you for your interest in our latest range of computer

3. Order: After having collected the price-lists and
quotations from various traders, the buyer places an order
for goods. This letter is known as an order letter. An order
letter is generally written in an order-form. If an
organisation does not have an order-form, the buyer needs
to write a letter. He places a sample order to begin with.
This is known as a trial order. This will be followed by one
or two repeat orders and the subsequent routine/regular
order.

Drafting a letter placing an order:

❖ Opening
Reference to the receipt of price-list and catalogue.

We are happy to receive your letter dated …. quoting your

latest prices and the catalogue containing detailed
illustration. After having found your prices most
competitive, we have decided to place our first order/ trial
order for …….

❖ Middle

This will contain a detailed description of the order, such

as specifications regarding the required quantity, quality,
colour, model, packaging instructions, terms and
conditions, cancellation clause if goods are not up to the
mark, or arrive late etc., modes of payment—advance,
partial, payment on delivery .

❖ End

Specifies the expected date of the supply of order and a future

promise clause.

Example
 Blow Plast

25th Nov 2008

Shanman Toys
……………..
Trial Order

Dear Sir,

We thank you for your prompt reply to our inquiry for Shaman
toys. As we find your prices reasonable, we wish to place a
trial order for 50 sets of toys worth Rs.60,000/-, the details of
which are enclosed.

Please note that the order must reach us by the first week of
December. Excellent workmanship and use of non-
hazardous colours would create a way for future orders.

Payment will be made on C.O.D. basis. We will expect a

10% discount on the initial order. Please note that goods
supplied in excess, or of inferior quality, or in damaged
condition will be returned to you at your cost.

Yours truly,
………….

Encl :
Detailed Order

The buyer, if satisfied, as mentioned earlier, may

place a repeat order. But if s/he is dissatisfied on account
of poor quality, service, or delayed delivery, s/he may be
forced to cancel her/his order. In such cases, s/he may
return the order and ask for a refund. Or, s/he may keep
the order but ask permission to sell the goods at a
discounted price.

4. Credit and Status Enquiry: At times the buyer may

have to buy his products on credit; which means he may
not be able to buy them on cash basis.

The word credit originates from the word ‗Credo‘

which means ‗I Believe‘. Credit is thus an arrangement
between a buyer and a seller, by which the buyer can avail
goods today and for which he can make payment at a later
/future date.

Before granting credit to the prospective buyer, the

seller will try and find out if the buyer is credit -worthy;
whether s/he [the seller] can recover her/his amount form
the buyer. This investigation about the credit-standing of
the buyer, or her/his credit worthiness is known as status
inquiry.

If the information about buyer is positive, the seller

grants her/him credit. If it is not, then the seller tactfully
refuses to supply the order on credit, and induces the
buyer to buy the product on cash basis.

Following are the steps involved in credit correspondence :

[Status Inquiry]
1. A buyer applies to a seller for the supply of order on
credit
2. The seller requests the buyer to furnish Trade
References/ Bank references/ Financial
Documents etc.
3. The buyer, after seeking referees‘ consent, supplies
references to the seller.
4. The seller then takes up these references. which means
she/he writes to these referees and inquires about the
credit standing of the buyer.
5. Referees‘ replies form the next step in credit
correspondence. The reply from the referee could be
positive, negative, non-committal or partially favourable
or unfavourable.

[Credit]

6. Letter granting credit/ The seller grants credit to the

buyer
7. Letter refusing to grant credit/The seller refuses to grant
credit to the buyer.

Credit Correspondence:

Example1 : Buyer‘s application.

Compulink
…………...

1st February, 2007

Seamless Computer Suppliers
…………………..….

Dear Sir,
Sub : Credit Order.
Example 2: Seller requests References

Seamless Computers
…………………….….
8th Feb, 2007

The Proprietor
Compulink

Dear Sir,

Sub: Request for References.

We thank you for your order of 1 February for 25 Acer laptop

computers.

Since this is your first order with us, we would like to inform
you that it is our practice to ask customers for trade
references.

Would you therefore send us, by return post, the names and addresses
of two trade referees with whom you have been dealing in the recent
past?

We look forward to serving you,

Yours truly
……………

Example 3: Customer Supplies References

Compulink
………….
20th Feb, 2007
Seamless Computers
…………………….….
Dear Sir,

Sub: Supplying References

We acknowledge the receipt of your letter asking us to

supply the names of trade referees.
Example 4 : Seller taking up references.
Seamless Computers
………………….…..
21st Feb, 2007
M/s…………
………………
Dear Sir,
Sub: Status Inquiry
We are an established wholesale dealer in electronic equipment……in
Mumbai.
Mr. …….. of Compulink , who has placed an order for 25
Acer laptop computers on six months credit with us, has
given your name as one of his referees.
We request you to furnish us with information about the
credit standing of Mr……….
We assure you that any information you give us will be
treated as private and confidential.
Yours truly
…………

[The next stage is that of referees‘ response. The referee

may give a positive, negative, partial or non-committal
reply. While replying to a credit enquiry the referee will
avoid commenting on the character of the applicant. He
will restrict his comment to his personal experience of the
applicant. He will avoid advising the seller. All such replies
will be marked ―Private and Conf idential‖.]

Example 5: Referees‘ replies: (a) Favourable

PrivateM/s
and……………..
Confidential
………………….
th
24 Feb, 2008

Seamless Computers
…………………
…………….….
……….….….….
 We are happy to inform you that we have been doing
business with them for the last 15 years and we have found
them trustworthy and reliable. They have placed regular
credit orders with us in the past and have always paid their
dues on time.

We hope this information will be helpful and understand that

you will treat it as confidential.

Yours truly
………….

b)Example: Unfavourable Reply

Private and Confidential

M/s ……………..

24th Feb, 2008

Seamless Computers
…………………….….

Dear Sir,

Sub: Reply to Credit Inquiry

We acknowledge the receipt of your letter dated ……..

requesting credit information about ……………

We have been dealing with them for almost ten years now.
They placed regular orders with us in the past. While, initially,
they always paid their dues on net dates, they occasionally
did not do so. In fact, in recent times, after their failure to pay
on time, we started dealing with them only on cash basis.

We feel that one should exercise caution while dealing with them.

We have exchanged this information in good faith, and we

trust you will treat it as strictly private and confidential.
Example 6: Letter granting Credit

Seamless Computers
……………………….

1 st March, 2007

Compulink
……………
……………

Dear Sir,

Sub: Approving Credit Order

We sincerely thank you for supplying the credit references so promptly.

We are happy to inform you that we will supply your order for 25Acer
Laptop computers on six months credit period.

We are enclosing our catalogue, order form and a copy of

credit application form for your convenience. Please send us,
by return post, your specifications along with the signed
credit form, so that we can supply your order within the next
four working days.

We hope this will mark the beginning of a long-standing

business association between us.

I remain,

Yours truly
………….
Example 7: Letter refusing Credit

One has to be tactful while writing negative replies.

The seller generally refuses credit when he receives
negative replies about the credit standing of the buyer. Yet,
it is unwise to tell the buyer that s/he [seller] has received
a negative reply about her/him [the buyer]. The seller,
while saying no, tactfully avoids giving a direct negative
response and tries to put the message in as positive terms
as possible.

Seamless Computers
…………………….

1st March, 2007

Compulink
……………

Dear Sir,

We sincerely thank you for providing us the references so

promptly.

We, however, have to inform you with regret that we cannot

process your credit order as the market conditions are not
favourable.

We have decided not to process any credit order for the next
six months. As such, we will have to put your credit order on
hold.

In the meanwhile, you could avail of a special 15% discount

which we are offering to a few of our select customers, if you
place your order before 20 March.

We look forward to serving you,

Yours truly
………….

4. Collection or Dunning Letters: Letters that are written

to recover outstanding amounts are known as collection
letters. Despite every possible care having been taken by
the seller before supplying order on credit, it is possible
that the buyer fails to repay on time. These letters are then
written to collect such outstanding payments.
Since a credit order is extended after a cautious
scrutiny, when the buyer fails to pay on time, it is believed
that the buyer may be having a genuine difficulty due to
which he has failed to make payment; or the lapse may be
due to an oversight. Before declaring the buyer a defaulter,
the seller wants to give him the benefit of doubt. Therefore,
he sends letters in stages to enable the buyer to make
payment. After having written three such letters, the seller
takes a firm stand and demands payment within a
stipulated period of time. He may also extend a helping
hand to the buyer in order to make the buyer respond
positively. Finally, when he is left with no alternative, he
sends a warning letter, giving the buyer a specific period in
which to settle his dues. If the buyer fails to pay up even
then, legal action is taken against the defaulting buyer.
There are five stages of collection.
Examples of Collection Series:
Letter No. 1

Matrix…………..

5th Feb, 2008

Allwyn Fernandes
………………

Dear Sir,

Sub: Account No…………

We do not appear to have received payment of the above

account for Rs. 25,000/-, already a month overdue.

It is possible that you have not received the statement of account sent
to you on 1 January. We enclose a copy of the same, and request
you to make payment before 15 February.

Yours truly
……………

Encl:
Copy of statement

Letter No. 2
Matrix…………..

25th Feb, 2008

Allwyn Fernandes
………………
Dear Sir,

Sub: Your Outstanding Account : 1st reminder

We are surprised that we have neither received our payments

for Rs. 25000/- outstanding on the above account, nor have we
Letter No. 3

Matrix…………..

15th March, 2008

Allwyn Fernandes
………………
Dear Sir,

Sub: Your Outstanding Account : 2 nd reminder

Our records indicate that your account is now more than 60

days past dues. We feel concerned as you have not
responded to either of our letters sent to you on …5 and 25
February…………

We cannot allow this situation to continue indefinitely and therefore

must press for immediate payment.

Considering our long association in the past, we are ready

to give you an opportunity to explain, within the next two
days, why the outstanding balance of Rs.25000/- could not
be paid on time, failing which we would be forced to
consider other alternatives.

Yours truly
………….……

Letter No. 4
Matrix…………..

1st April ,2008

Allwyn Fernandes
………………
Dear Sir,
Sub: Your Outstanding Account : 3rd reminder
We very much regret that we have received no reply to the follow-
up letter we sent you on 15 March, ..................... requesting
you to respond to our reminders for your outstanding payment
 210

Letter No. 5
Matrix…………..

30th April, 2008

Allwyn Fernandes
………………

Dear Sir,

Sub: Your Outstanding Account: Final letter

It is with utmost regret that we have to inform you that,

despite having treated you with every possible consideration,
we have neither heard from you, nor have we received the
payment of Rs.25000/- still outstanding on your account with
us.

We are convinced that we have shown sufficient patience, but

we are now left with no option but to recover payment at law.
The matter will now be, regretfully, placed in the hands of our
solicitors.

Yours truly
………….

[These letters form the substance of routine external

correspondence in the organization. While letters of inquiry
have almost become a part of history, order letters are sent
in customized and standard formats. Credit and collection
letters are generally never handled by junior staff. They are
handled by either the senior executives who have the
requisite experience, or by the Company Secretary or a
more competent authority.]
 211

❖❖❖❖

15

COMPLAINTS, CLAIMS AND

ADJUSTMENTS

Learning objectives :
To enable students to draft letters of complaint and
claims
To enable students to draft letters of adjustment

Complaints and Claims

Introduction :
i) What is a complaint letter ?

A complaint letter is written by a dissatisfied

customer, expecting the organization to resolve the
problem by offering him/her adequate compensation. The
contention may be with regard to the quality, quantity,
pricing or after-sales service in case of a product. It may
be related to the nature, competence, or efficiency in case
of a service. The letter should logically explain the dispute,
supported by documents and other kinds of evidence.

ii) What is a claim?

 212

A claim may be defined as a demand of action made

by a customer to compensate him/her for any mechanical,
physical or functional defect in a product purchased, and
perceived inadequacies in service obtained.

Granting claims and making adjustments:

Being sensitive to the concerns and demands of

customers, promptly handling their claims, and amicably
resolving problems reap obvious benefits for an
organization. In a competitive marketplace, it earns the
goodwill and loyalty of customers. Good customer relations
are a priority for any organisation which wants to grow. The
Consumer Protection Act, 1986, aids consumers to recover
damages, prompting companies to take appropriate steps
to resolve customer complaints.

It is well within the rights of an organisation to verify

the complaint and offer compensation only when it is found
genuine. A response to a complaint letter detailing action
taken is called a letter of adjustment.

iii) When does a customer make a complaint?

A customer complains when

he is dissatisfied with the quality or quantity of the
product
the pricing is incorrect or there is a mistake in
billing
the packing is not to standard specifications for a
particular product
the order arrives late, is in excess, in a damaged condition,
or is different from the one placed
he is dissatisfied with the service, or after-sales
service

Apart from these, there could be many other situations

when a customer may have to take recourse to such
letters.

II. Drafting a Letter of Complaint:

While drafting a complaint letter, one must be

rational and use reason instead of emotions. Getting a
timely and adequate compensation depends on whether the
dispute is explained and phrased logically. The writer could
 213

i. begin with a clear statement of a problem sequentially

ii. support his claim with documents, endorsements and
establish his contention
iii. clearly state what kinds of compensation he expects
Or
[Link] by providing the details of order
[Link] the nature of complaint
[Link] action/compensation

Example 1
Abhiram Athwale
4, Jeevan Vikas,
Dadar Central,
Mumbai 400006.

December 25, 2007

The Manager,
Canberry India,
Worli,
Mumbai 400 018.

Dear Sir,

Sub: Complaint against substandard quality of Fruit‘n‘Nut

Chocolates

This is to bring to your notice that the above-mentioned

chocolates were found to contain worms. The samples in
question, 20 gift-boxes of chocolates, were purchased on
December 24, from the famous ‗Deal4‘ shop, located in
Dadar, Mumbai. I would like to lodge an official complaint about
the quality of these ‗Fruit n Nut Chocolates‘ supplied by your
company which manufactures them.

The chocolates were purchased for distribution in an

orphanage. To our utter disgust and shock, each box opened
was found infested with worms. The chocolates were well
within the printed date of expiry, which is February 20, 2008.

Your chocolates pose a great health risk for consumers, most

of whom may be children. I request you to withdraw the entire
lot from the market immediately, and compensate me with
fresh batches of the same chocolates.

Yours truly,
Abhiram Athwale
 214

II. Drafting a Letter of Adjustment / Settlement

A letter of adjustment has three goals:
1. to reach out to the customer and verify the complaint
2. to explain the cause / reason behind the inadequacies
in product or service
3. to regain the confidence of the customer and promote
further business

Letters of Adjustment
A letter of adjustment is written to
1. acknowledge the receipt of the letter of complaint and thank the
customer for writing it
2. express regret for the cause of complaint
3. explain the situation
4. state the action taken.
5. communicate one‘s genuine concern

Example 1 : Response to complaint letter

Cranberry India Ltd.

Worli, Mumbai

Ref no.320/ cw/01

Dec 26, 2007
Mr Abhiram Athwale, 4,
Jeevan Vikas, Dadar
Central, Mumbai 400
006.

Dear Sir,
Response to your Letter of Complaint about Fruit‘n‘
Nut Chocolates.

We sincerely thank you for informing us about worm infestation

in the Gift Boxes of Fruit‘n‘Nut chocolates, and deeply regret
the inconvenience caused to you by this. Following your letter,
we have immediately withdrawn the entire batch of chocolates
from markets across the country.

We are a responsible corporate concern and since this is

indeed a very serious issue as rightly pointed out by you, we
immediately launched an investigation into the matter.

We were relieved to find that there was nothing wrong with the
packaging or manufacturing processes. The chocolates were
stored in improper temperature, which made them soggy and
moist, leading to the germination of worms.

On inquiring, our distributors claimed that prolonged periods of power-

cuts led to the current crisis. Now, we have convened a meeting of our
distributors along with our R&D experts to take appropriate measures so
that such a situation never recurs.
As a token of our appreciation of your concern, we send you a carton of
fresh chocolates which you can distribute among the
 215

Example 2 : Complaint regarding service

Example 2 : Complaint regarding Letter

3, Silver Moon Apts.

Baba D‘souza Marg
Khar [W]
Mumbai 053.

18th Sept, 2008

HSCC Bank
16th Road,Khar Danda, Khar
[W].Mumbai 400 053.

Dear Madam,

I am a customer of your bank, having a Third Party

Overseas Transfer [TPOT] Account, (number 55786657).

I have not been able to operate my account for the last two days as
your server is down. Since my business runs on the Internet, the
non-transfer of funds for the last two days has caused me a great
deal of inconvenience and loss of customer confidence.

It is difficult to believe that a prime bank like HSCC does

not have any alternative and can do nothing for its
customers, except to let them suffer.

I request you to resolve the matter immediately, or I will

have no choice but to withdraw business from your bank
and shift my account another more efficient bank.

Yours faithfully,

M. Alvares
 216

Example 3 : Adjustment Letter

HSCC Bank
16th Road,Khar Danda, Khar
[W], Mumbai 400 053.

Ref No. 320/cw/02

20th Sept, 2008

[Link] Alvares 3,
Silver Moon Apts. Baba
D‘souza Marg Khar [W]
Mumbai 400 053

Dear Madam,

We thank you for your letter dated September 18. We deeply

regret the technical snag that inconvenienced many of our
valuable customers.

We fully understand the seriousness of the matter and

welcome your suggestion for an alternative arrangement,
should the server fail in future. Our technical team is working
on such an alternative,and we promise that there will be no
such technical breakdowns in future.

We once again thank you for being our valued customer and
expect your continued patronage.

Sincere regards,

Yours truly,

Mrs. Alia Sinha,

Branch Manager,
HSCC, Khar
 217

Example 4: Letter of Complaint: Poor Quality

SR Home Appliances,
Kandivali [W],
Mumbai 400068
Tel: (022) 66677888

19th Sept, 2008

The Proprietor,
Kitchen King Services,
Kanjur Marg [W],4000067

SUB: Substandard quality of steel kitchenware. Sir.

We have been regular buyers of kitchenware from you for the

past five years, but during the past two months, we have
received many complaints about the quality of the stainless
steel utensils. Most customers have complained that these
steel utensils rust in no time. To be precise, we have had to
replace six such orders in order to satisfy our customers. This
is a matter of serious concern to us, as this may affect our
image adversely. If the word spreads, it will immediately
result in loss of business.

We are sending back the utensils exchanged. We expect you

to replace these within 15 days. We also request you to take
necessary steps and ensure that the next lot sent to us is of
standard quality.

Yours sincerely,
……..
Manager,
SR Home Appliances.
 218

Example 5: Response to Letter of Complaint: Poor

Quality

The Proprietor,
Kitchen King Services,
Kanjur Marg [W],
Mumbai-4000067.

26th Sept, 2008

SR Home Appliances,
Kandivali [W],
Mumbai 400068.
Tel: 2 66677888

Ref. No. 321/cw/04

Dear Sir,

Thank you for your letter of complaint dated September 19, 2008. We
indeed regret the poor quality of the steel kitchenware supplied to
following a labour
you, and dispute
sincerely apologize for the problems you had to face.

Following a labour dispute we had to temporarily stop our

production for a fortnight, and were compelled to make
alternate arrangements with the renowned exporters,
Guarantee Steels, for supplying the merchandise to all our
customers. We never doubted the quality of their product,
but, having received your complaint, we will now take up the
matter with them.

I may also inform you that the dispute in our plant has been
resolved, and we will shortly resume supplies. We are
sending you the replacement order at our earliest.

Yours faithfully,

[Link],
Proprietor.
 219

III. Handling Negative Messages: Refusal to Settle

Claims:
It is not possible for a seller to grant all the claims,
particularly when the demand of the customer is
unreasonable. To communicate politely to the customer/s
one‘s inability to accede to the unreasonable demands, and
still retain their goodwill is a challenging task.
To draft such a letter is a delicate matter. One‘s refusal
must not translate into blaming the customer, even if he is
at fault. The seller must sound concerned and
understanding, and try to be as objective as possible in his
explanation.

Example 1: Refusing Adjustment

Dear Sir,

We are sorry to learn that the music system you

purchased under bill no 1234, on February 25, 2008 has
developed technical defects. We find that you have asked
us for a replacement.

In this connection, however, we must bring to your

notice that according to the conditions of warranty, if any
device is found defective, it must be brought back directly to
the original seller. Our inspection reveals that you had called
a local mechanic who tampered with the system. We regret
to communicate to you that we cannot grant you any relief
under these circumstances.

We would like to suggest that you consult our technical

department, who can repair the defect, but against payment of
charges.

Yours truly
………….

Example 2 : Refusing Adjustment

 defect developed in your Acer Laptop, purchased from
‗The Electronic Shoppe‘ on February 19, 2007.

According to our hardware220 engineer who attended to

your complaint immediately, the source of the problem
is the electrical wiring in your house. The laptop itself is
in perfect working condition.

We request you to get the electrical wiring in your house

changed immediately. If problems persist even after the
change of wiring, we promise to replace the piece, while
it is in its warranty period.

Yours truly
…………..
Tasks :

Draft a complaint letter for the following situations :

1. S.K. Architecture placed a large order with Jayanti

Caterers for snacks that led to food poisoning after
consumption.

2. Rohit Das purchased a collection of DVDs from Sony

Entertainment at a total cost of Rs. 2000/-, which have
turned out to be blank.

3. Alviras purchased groceries form Indiabulls for Rs. 2500/

for home delivery. The bill, however, showed the amount
as Rs. 3500.

4. Mr. Gopinath placed an order for a Kohli Food

Processor by paying Rs.5000/-. The food processor
makes alarming noise while grinding.

5. You purchased two fruit drink cans from Bizz Bazzar under
the ‗Buy One Get One Free‘ offer. The date on both
the containers, however, is well past their expiry date.

Draft an adjustment letter for the following situations :

1. Mrs. Anita Lamba has written to inform you that the

carton of paints she received from you has less number
of items than she had placed order for.

2. Messrs. Tare and Bros. have written to Abha Sales that

the furniture they had ordered has arrived in a damaged
condition.

3. Mrs. Geeta Chandra has asked for replacement of her

CCM washing machine which caught fire as soon as it
was switched on.
 221

4. Major Anand has asked for the complete refund of his

ticket fare, as the airline overbooked the tickets and
failed to accommodate him on the flight.

5.A student form Adtech has written to Adtech Computer

Centre asking for full refund of fees as the centre failed
to provide him with the necessary practice time and hands-
on experience as promised in the prospectus.

Draft a letter refusing to make adjustment for the following

situations:

1. A customer has complained that he placed an order for

a navy blue carpet he had selected from the catalogue.
The carpet he received, however, is of a different shade
of blue and not the one he had selected.

2. You have received a letter from Ahuja and Sons

complaining about the copier they purchased a month
ago, which returns the paper blank.

❖❖❖❖
 222

16
CONSUMER GRIEVANCE LETTERS

Learning objectives :

To make students aware of their rights as

consumers.
To acquaint students with the provisions of the
Consumer Protection Act, and the procedure for filing
a complaint under the CPA

Introduction :

I. What is Consumer Guidance?

Consumer Guidance means imparting education,

information, instruction and training to consumers with
regard to their buying activities. The first and foremost
objective of the Consumer Guidance Cell is to make
consumers aware that they have legitimate rights as
consumers. The purpose of the endeavour is to make
consumers aware about the possible malpractices and the
consequent victimization on account of their lack of
knowledge about the consumer‘s rights. In a country like
India, a majority of consumers are uneducated, poor and
unorganized. They fall an easy prey to the exploitative
practices of traders. Consumer education equips them to
exercise their rights as consumers. Consumer
organizations work towards consumer education,
establishment of legal redressal systems, appropriate
punitive measures against offenders and, in general, for
protection of consumers from the malpractices in the
commercial world.
 223

In this chapter, you are going to understand the CPA

[Consumer Protection Act] of 1986 – the law that revolutionised the
life of a consumer, and also learn how to redress consumer
complaints.

[It has been decided by the Government of India to

celebrate December 24 as the National Consumer Day in
India. It was on this day that the President of India gave
assent to the Consumer Protection Act in 1986. The World
Consumers‘ Rights day is celebrated all over the world on
March 15.]

I. THE CONSUMER PROTECTION ACT, 1986

Though a consumer is ideally the king, he has been

the most vulnerable entity in the entire marketing system in
India. He has been subjected to the worst kind of
exploitation at the hands of mighty traders. The
Government of India enacted a comprehensive legislation
called The Consumer Protection Act, in order to safeguard
the interests of consumers. The Consumer Protection Act,
1986, applies to all goods and services, excluding goods
for resale or for commercial purpose, and services that are
rendered free of charge and under a contract for personal
service. The provisions of the Act are compensatory in
nature. It covers public, private, joint and cooperative
sectors.

II. Who is a Consumer ?

According to the act, ―A consumer is any person who

buys any goods for a consideration [price], and is the user
of such goods, where the use is with the approval of the
buyer, any person who hires/avails of any service for a
consideration [price], and any beneficiary of such services,
where such services are availed of with the approval of the
person hiring the service. [[Link]]

This means that if Mrs. Pandya purchased a car for

her personal use by making full payment, she is a
consumer. If she has made a partial payment, or paid her
first installment of Rs. 45000/, she is still a consumer. If
Mrs. Pandya availed herself of any services – like airline,
railways, medical treatment, she is a consumer. However,
if she is a trader, who has purchased a car with an
intention to sell, she is not a consumer.
 224

Goods: The act defines ‗Goods‘ as any movable property

which also includes shares, but does not include any auctionable
claims.

Service: It defines ‗Service‘ as service of any description such

as banking, insurance, transport, processing, housing construction,
supply of electrical energy, entertainment, board or lodging.

III. Rights of the Consumer: CPA has framed the

following rights of the consumer.
Right to be protected against the marketing of goods
and services which are hazardous to life and
property.
Right to be informed about the quality, quantity,
potency, purity, standard and price of goods or
services, so as to protect the consumer against
unfair trade practices.
Right to be assured of, wherever possible, access to
a variety of goods and services at competitive prices.
Right to be heard and to be assured that consumers‘
interests will receive due consideration at
appropriate forums.
Right to seek redressal against unfair trade practices
and unscrupulous exploitation of consumers.
Right to consumer education.

IV. Nature of complaint: A consumer can complain

against
i. Any unfair trade practice or restrictive trade practice
adopted by the trader
i. Defective goods
ii. Deficiency in service
iv. Excess price charged by the trader
v. Unlawful sale of goods which is hazardous to life and
safety when used.

V. How to lodge a Complaint?

A complaint, handwritten or typed, can be filed by a

consumer to a registered consumer organisation, Central
or State Government, and by one or more consumers
where there are numerous consumers having the same
interest. No stamp or court fee is needed. The nature of
complaint must be clearly mentioned, as well as the relief
[compensation] sought by the consumer. Complaint must
 225

be in quadruplicate [four copies], in district forum or state

commission. Else, additional copies are required to be
filed.

Complaint is to be filed within two years of buying the

product or using the service.
Complaint needs to be in writing, and should be
acknowledged. Letters should be sent by registered
post or should be hand-delivered against
acknowledgement.
In the complaint, consumer should clearly mention
the name and address of the person who is
complaining and against whom the complaint is being
filed.
Copies of relevant documents must be enclosed. The
consumer must mention details of the problem and
the demand on the company for compensation. This
could be replacement of the product, removal of the
defect, refund of money, or compensation for
expenses incurred and for physical/mental torture.
However, he has to ensure that the claims are
reasonable.
The consumer must preserve all bills, receipts and
proof of correspondence related to the case. He must
avoid using voice mail or telephone because such
communications cannot be proved.
The complaint can be in any Indian language, but it
is better to use English.
There is no compulsion to hire a lawyer. Main cost
consists of correspondence and travelling to
consumer forum for the hearing.

VI. Grant of relief [Nature of compensation]: CPA

provides for following types of compensation.
a. Repair of defective goods
b. Replacement of defective goods
c. Refund of the price paid for the defective goods or
service
d. Removal of deficiency in service
e. Refund of extra money charged
f. Withdrawal of goods hazardous to life and safety
g. Compensation for the loss or injury suffered by the
consumer due to negligence of the opposite party
 226

h. Adequate cost of filing and pursuing the complaint

Normally, complaints should be decided within 90 days

from the date of notice issued to the opposite party. Where
a sample of any goods is required to be tested, a complaint
is required to be disposed of within 150 days; it may take
more time due to practical problems.

VII. Consumer Protection Councils :

Councils have been set up in all States and at the Centre to

promote and protect the rights and interests of consumers. These
councils are advisory in nature and can play an important role in
recommending consumer oriented policies to the State and Central
Governments.

The objective of the act is to:

i. provide simple, speedy, inexpensive redressal to
consumer grievances.
ii. provide this three-tier quasi judicial machinery at the
national, state and district level

National Consumer Dispute Redressal Commission:

Deals with claims above Rs. 1 crore and above
Consumer Dispute Redressal Commission or State
Commission: Deals with claims from Rs.20 lakhs to 1
crore
Consumer Dispute Redressal Forum or District Forum:
Deals with claims upto Rs.20 Lakhs.
The set-up of the consumer forum is geared to
provide relief to both parties, and discourage long litigation.
In a process called ‗informal adjudication‘, forum officials
mediate between the two parties and urge compromise. The
forum is expected to dispose of a complaint within three
months from the date on which notice is given to the
opposite party. On receiving a complaint, the company
against whom the complaint is received is intimated, with a
copy of the complaint letter. The concerned company is
supposed to reply within 45 days of receiving the notice
from the forum. Once the company sends its reply, the Forum
can set the date for a hearing, where the complainant and the
opposite party can present their arguments. If the opposite
party does not appear in court despite repeated notices
and reminders, the court may decide the matter in its
absence and give an ex-parte decision. The Forum can
sentence the party to a
 227

maximum of three years‘ imprisonment and impose a fine

of Rs. 10,000. The Forum can also issue warrants to
produce defaulters in court. It can use the police and
revenue departments to enforce orders.

One should once again note that consumer courts provide

redress only in cases of products or services for personal
use. They do not entertain complaints about, or provide
any redress for, defects in products used for commercial
purposes.

VIII. Some of the active consumer organisations:

Mumbai Grahak Panchayat

Grahak Bhavan, Sant Dhyaneswar Marg,
Juhu Vile Parle Development Scheme, Near
Cooper Hospital, Mumbai 400056. Tel: 022-
6209319.

Consumer Guidance Society of India

‗J‘ Hutment, Mahapalika Marg, Opp
Cama and Albless Hospital,
Mumbai 400001. Tel: 022-2621612

Common Cause
A-31, West End, New Delhi 110021.
Tel: 011-6876666.

Voluntary Organisation in Interest of Consumer

Education
F-71, Lajpat Nagar II, New Delhi 110024.
Tel: 011-6918969/6315375.

In Mumbai and Thane complaints at the district level should be

addressed to:
1. The President [ City Limits],
Bombay District Consumer Disputes Redressal
Forum
Madhu Industrial Estate, 1 st floor,
Panduranga Budhkar Marg,
Worli, Mumbai 400 013.

2. The President [ Suburban Limits]

Consumer Redressal Forum
Sudarshan Building,
Gokhale Road,
Dadar, Mumbai 400028
 228

3. The President
District Consumer Redressal Forum, 2 nd floor
Collector‘s Office, Court Naka
Thane [W], 400601

II. Drafting of Redress letters under Consumer

Guidance:
A consumer redress letter is drafted like any
complaint letter. However, it is only after the seller has
ignored, or failed to respond to a customer‘s complaint,
that the customer should approach the consumer forum. He
should give all the details of the complaint and substantiate
them with all the necessary documents. He should then
request the consumer redress cell to take up his matter on
his behalf and ask for justice. He should also clearly state
the kind of compensation he has in mind.
There is a format in which consumer guidance letters are generally
drafted. This includes
a) The name of the complainant
b) The name of the company/organization/concern i.e. the
opposite party against whom the complaint is being
made.
c) The nature of the complaint.
d) Prayer i.e. Terms of Compensation

Example 1: Consumer Redress Letters

Mr. Amar Khan

B-16, Alam Gir Apts.
Azad Rd. Thane[W] , 401203.
September 15, 2008
The President
Consumer Guidance Redressal Forum
………………….
Complainant: Mr. Amar Khan
Dispute Against / Opposite Party: Mohata Builders
Nature of Complaint: Levying of excess charges.

Dear Sir,
I request you to take up my dispute with Mohata Builders,
who have failed to give me the possession of my flat at 5
B,Ajanta Gardens situated at Gorai Rd, Boriwali [W], as
promised.
I had entered into a proper agreement with Mohata Builders,
when I booked a one BHK flat admeasuring 540 sq ft for
Rs. 20 lakhs, in their newly constructed housing scheme at
Gorai. In accordance with the terms of agreement, I paid
 229

After the payment of my last installment on 18 th December,

2007, on requesting the keys to the flat, I was told by the
supervisor that I would be given the keys on 2 nd February, as
some work was still to be completed. In good faith I agreed
to wait till 2 nd February, 2008.

When I approached them on 7 th February, 2008, the

supervisor made a demand of an additional amount of Rs.1
lakh, towards the increased cost of construction. On my
refusing to pay the extra amount, he refused to hand over
the keys to me.

Almost eight months have passed and I have still not been
given the possession of the flat. After having failed to meet
the Mohatas in person, I sent them three registered letters,
to which I have received no answer till date.

I, therefore, request you to take up my matter and help me in

getting the following compensation:
1. Immediate possession of my flat
2. The amount paid towards rent at Rs. 15,000/ per month
for the last 8 months
3. A written apology for the harassment I have been
subjected to

I am enclosing
1. A Copy of the registered agreement
2. Receipts of the payments made
3. Copies of the registered letters and postal receipts

I hope to receive a sympathetic response soon.

Yours truly
……………..
 230

Example 2: Consumer Product

[Link] Dewani
C-6, Bella Donna Apts.
Bhanushali Rd, Khar [w]
Mumbai 4000013.

February 10,2009

The President
District Consumer Forum
……………….

Opposite Party … : Waly‘s Departmental Store

Nature of Complaint: Delivery of a different model of
Videocon TV

Dear Sir,

I seek your assistance in solving my dispute with the famous Waly‘s

Departmental Stores , at Bandra [W].

On 23 rd December, 2008, I purchased a 51 inches Videocon

Plasma T.V., [brand name Tiara], for Rs.1 lakh 10 thousand,
from Wali‘s Stores at Bandra [W]. Since the store promised
home delivery, I left the store after making the payment in
cash.

Wali‘s Stores made the delivery after two days. On opening

the carton, however, I realized it was not the brand that I h ad
selected and paid for. The store had sent me a 49inches Sim
Sim brand, instead of the 51 inches Tiara brand.

I refused to sign the delivery papers and rang up Wali‘s

Stores for replacement of the TV. But the manager refused to
accept the fact that I had selected a model different from the
one that was delivered to me.

After this, I first tried to personally contact and explain the

problem to the management, but to no avail. Subsequently, I
sent two registered letters notifying my complaint in detail,
and asking for a replacement. I have not received any
response form the store‘s management till date.

I, therefore, request you to intervene and help me in getting

replacement of the TV that I was wrongfully delivered. I also
want a written apology and an award of Rs. 2000/ towards all
the expenses that I have incurred in pursuing this matter.
 231

I am enclosing the receipt for payment, the receipts of the registered

letters, and photocopies of the letters sent.

I hope to receive your immediate attention.

Yours truly,

Anaita Dewani

Enclosures:
1. Receipts of payment
2. Receipts of the registered letters
3. Photocopies of the registered letters.

Example 3
Magaza Mauni
A/20, Amar Apts.
Meera Iyer Road
Andheri (E)
Mumbai 400099.
20th August 200__

The President
District Consumer Redressal Forum
Mumbai

Complainant : [Link] Mauni

Opposite Party : Dodophone Service Provider.

Nature of Complaint:
1. Service provider selling personal data.
2. Levying charges for the schemes one has not

Dear Sir,

This is to request you to take up the matter of the privacy

issues of customers like me with Dodophone Service
provider.

I am a post-paid customer of Dodophone telecom. I have

been harassed by sales calls from various insurance and share-
broking agencies for the purchase of their product. Sometimes I
receive as many as 25 calls a day.

On my enquiring with one such agent I realized that the

company had all my personal data, which I had not parted
 232
with. This raises serious doubts about the safety of our
 233

My second issue is that of the service provider forcing certain

schemes, such as ‗Laugh-a-minute‘ Scheme, on
unsuspecting customers without their prior consent, and then
levying extra charges for them. It is bad enough being forced
to listen to senseless jokes, and then, being asked to pay for
them really hurts.

I had taken up both the issues with my service provider. On

receiving no satisfactory response, I sent three complaints
via e-mail to their on-line grievance-cell. It is two months
since I did so, but I have received no response from them.

I, therefore, request you to take up this matter and put a

stop to the exploitation of customers like me.

I request
1. Refund of all the extra-charges levied on me beginning
March 2007.
2. Devising of a code of conduct where customer-consent
becomes mandatory.

I am enclosing my bills and print outs of the e-mails I sent

to Dodophone telecom.

With regards,

Yours truly,
Magaza Mauni

Enclosures:
Bills [3]
E-mail Print Outs [3]

Tasks :

Draft redressal letters for the following situations :

1. You were admitted to Holy Heart hospital for an

appendix operation. On receiving bills you realize that
you have been charged for 10 days‘ stay at the hospital,
instead of the actual stay of 7 days. Your oral and
written protests have gone unheard, and you were
 234

compelled to pay the levied amount in order to reclaim your

medical reports, bills and other documents.
2. You had to appear for an interview in Mumbai. You had
booked your flight ticket from Kolkata on Hi Fli
Airlines, a low cost carrier, one day prior to the
interview. On reaching the airport you were informed by
the airline, which had overbooked itself, that there was
no seat on the flight, and that you could not fly on the
same day. You tried getting the refund but the staff at
the counter refused to reimburse the money, claiming
that you had reported late, although this was not so.
You bought a ticket on another airline, as you had to
reach Mumbai by a certain time. This, however, has
forced you to incur huge and unexpected expenditure.
3. You purchased a brand new XYZ laptop computer/ cell
hone/ washing machine/ceiling fan from the much
advertised Topsy Turvy Mall, which has turned out to be
a defective piece. Your personal visits to the mall for its
replacement have not produced any results.
4. Your mobile service provider has charged you Rs.500/- for
a ‗Latest Ringtones on your Mobile‘ facility, when you
had not subscribed for it.
5. You took admission, by paying Rs. 7000/, for a course
scheduled to start in January. It did not start on the
promised date, owing to less number of enrolments. The
organization has refused to return your money on the
pretext that it would start the course as soon as they
enrolled sufficient number of enough number of
students. Two months have elapsed and the course has
still not started.

❖❖❖❖
 235

17

RIGHT TO INFORMATION QUERIES

Learning objectives :

To make students aware of the provisions of the

RTI Act
To enable students to draft RTI letters

―In a government of responsibility like ours, where

the agents of the public must be responsible for their
conduct, there can be but a few secrets. The people of this
country have a right to know every public act, everything
that is done in a public way by their public functionaries.
They are entitled to know the particulars of every public
transaction in all its bearings.‖

[Supreme Court in State of UP vs Raj Narain in 1975,

Posted by RTI Act 2005 on June 25, 2006]

―What we have is an elective democracy, not a

participatory democracy. This is because we have missed
the essence of Lokshahi– which means Logon ki
Shahenshahi. The essence of democracy is that the
individual Citizen is a sovereign in her/his own right, and
s/he gives up part of the sovereignty to the State, in return
for which s/he gets the rule of law. This respect for YOU,
— the sovereign Citizen of India, and for the rule of law
has been missed completely. Our Institutions have become
playgrounds of the powerful, where the individual is
helpless. If a Citizen approaches an elected representative,
he may or may not get a hearing in 24 hours; if s/he writes
to a Public servant s/he may or may not get an answer in
12 days; and if she approaches the Courts a BMW will
metamorphose into a truck and the final decision will
probably be obtained after a decade. The individual
Citizen, instead of being respected, has become the
‗bechara‘. If Tilak were here today he would have again
 236

said, ―Swaraj ha maza janmasiddh hakk ahe, ani to me

milawnarch‖, karan Swaraj keva aalach nahi. 15th August, 1947
only saw a transfer of Raj from the whites to the browns.‖
[This is an extract from Shailesh Gandhi‘s speech, via e -
mail, while accepting the Nani Palkhiwala Memorial Award
on January 12, 2008.]

The Right to Information Act

I. Introduction :

The common citizen of India owes a debt to activist

Shailesh Gandhi and, prior to him, to many others, who
fought for the Right to Information Act and brought it into
force. Its enactment, on 12 October 2005, by the Indian
Parliament, in a sense is a culmination of a movement for
the empowerment of the common man that had begun in
1990.

Purpose of the RTI Act:

An average citizen in India is at the mercy of

authority that exploits him on account of his lack of
information. Instances of a common man having to bribe
the authority to collect the dead body of a relative from a
government morgue, to collect birth/ employment/death
certificate, to avail of a ration card, passport or pension
has become a common norm. There are enumerable
examples where he has become a victim at the hands of
unscrupulous officials. With the RTI, it is now possible to
make public servants accountable and to bring in
transparency in the functioning of the government. The RTI
empowers the common citizen with his fundamental right to
question the authority and make it answerable. To be able
to exercise this right, it is essential that students, who are
the future of Indian democracy, become aware of the RTI
Act and its provisions.

The RTI ACT [2005]

The RTI Act mandates timely response to citizen

requests for government information. Any ordinary citizen,
regardless of caste or creed, can file a Right to Information
application and the Government of India is compelled to
respond.

1. What does Information mean ?

 237

Information means any material, in any form that

includes records, documents, memos, e-mails, opinions,
advices, press releases, circulars, orders, logbooks,
contracts, reports, papers, samples, models, data material
held in any electronic form, and information relating to any
private body, which can be accessed by a public authority
under any other law for the time being in force, but does not
include ‗file notings‘ [S.2(1)].

2. What does Right to Information mean ?

IIt includes the right to
□ inspect works, documents, records.
□ take notes, extracts or certified copies of documents
or records.
□ take certified sample material.
□ obtain information in the form of printouts, diskettes,
floppies, tapes, videocassettes, or in any other
electronic mode, or through printouts. [S.2[1)]

3. What is the Application Procedure for requesting

information ?
□ Apply in writing or through electronic means in English
or Hindi or in the official language of the area, to the
PIO [Public Information Officer], specifying the
particulars of the information sought.
□ Reasons for seeking information are not required to be
given;
□ Pay fees as may be prescribed (if not belonging to the
below poverty line category).

4. What is the time limit to get the information?

□ 30 days from the date of application
□ 48 hours for information concerning the life and liberty
of a person
□ 5 days shall be added to the above response time, in
ase the application for information is given to Assistant
Public Information Officer.
□ If the interests of a third party are involved, then time
limit will be 40 days (maximum period + time given to
the party to make representation).
□ Failure to provide information within the specified period
is deemed a refusal.

5. What are the penalty provisions ?

 238

Every PIO will be liable for a fine of Rs. 250/- per day, up
to a maximum of Rs. 25,000/-, for
□ not accepting an application
□ delaying information release without reasonable cause
□ malafidely denying information
□ knowingly giving incomplete, incorrect, misleading
information
□ destroying information that has been requested
□ obstructing furnishing of information in any manner.

The Information Commission (IC) at the Centre and

the State levels will have the power to impose this penalty.
The Information Commission can also recommend
disciplinary action for violation of the law against an erring
PIO. (S.20)

II. How to file an RTI Application ?

The process of filing the RTI query is simple.

Step 1

The letter asking for information must be addressed

to the concerned Public Information Officer (PIO). In the
following example the PIO is from the Ministry of
Communications and Technology. His address is:

Shri [Link],
Joint Director and PIO (RTI)
Office of PIO (RTI)
Room No 1016 Electronics Niketan Department
of Information Technology (DIT)
Ministry of Communications and Information Technology 6,
CGO Complex, New Delhi
Tel: 011-24301116
Fax: 011-24363099
Email: pio.dit_hq@[Link]

Step 2

The subject of the letter could, for example, read like this:

SUB: Request to Information Regarding the Blocking

of Internet domains
 239

SUB: Request to information regarding the

acquisition of land at Chinch Bhuvan Nagpur
for the proposed Mihan Cargo-hub project.

The letter could begin thus:

I would like to use the Right to Information Act to ascertain

the following:

1. Has there been a directive issued by the Ministry of

Communications & Information Technology to block the
domains [Link] [Link]
and [Link]

2. If so, why has this blanket block come into force?

3. Why have these particular domain names been
specifically blocked?
Or

I own a 1500 sq ft plot of land at Chinch Bhuvan, which I

am told has been acquired by the Aviation Ministry for the
proposed cargo hub project. Could you please show me the
notification that states this?

1. Could you tell me if the Government of India has devised

any compensation plan for the land thus acquired?

2. Who is the competent authority whom we could

approach? Please give us the names, addresses, contact
details of the authority appointed to handle these issues.

Note: Under the RTI Act, 2005, you are not compelled to give
any reason for your application . So you can only include the
questions if you like.

Step 3

Include your name and your full postal address at the

end of the letter. This is extremely vital, so that the PIO
can respond to your request. The information will be sent
to you via post.

Step 4
Go to your nearest post office. A list of post offices accepting
RTI applications is given here:
[Link]

Step 5
 240

Submit your application and pay Rs.10 at one of the

eligible Post Offices and ensure that you get your receipt.
This is once again vital as proof of your application. Make
copies of your application for your future reference.
Step 6

Come home, and wait for the response. Allow 5 days

for the Post Office to deliver the application to the PIO
concerned, and 30 days after that for the PIO to respond to
you. So within 35 days, the PIO MUST RESPOND.

Sample Form [[Link] Page 1]

THE RIGHT TO INFORMATION ACT 2005

APPLICATION FOR OBTAINING INFORMATION

Date:

By speed Post AD
FILE NO.:__________ YEAR: _____________

Central Public Information Officer

Regional Passport Office,
___________________________________
Place ______________________________

1. Name of the applicant:

2. Full address [with phone No.]:
3. Particulars of information required :
as per enclosed list.
4. Details of payment of filing fees:
Indian Postal Order No. _dated for
Rs.10/- favouring ―Regional Passport Officer‖
[payable at place of submitting application] is
enclosed.
OR
photocopy of my BPL card/certificate is
enclosed for exemption from fees.
5. Details of enclosures if any:
Photocopy of application dated ______for
issue/renewal of passport.
6. Please rush the information to me by
speed/registered post.

Signature of Applicant
 240

[This format is prepared by an NGO in order to help

people. It can be downloaded from the sites mentioned in
the chapter. However, it is not necessary that the
application should be made in this format only. Any hand
written or typed letter will also be accepted.]

Sample Application Letter

Example 1 :

Shri [Link]
Joint Director and PIO (RTI)
Office of PIO (RTI)
Room No 1016, Electronics Niketan Department
of Information Technology (DIT)
Ministry of Communications and Information Technology 6,
CGO Complex, New Delhi

Date: <Enter Date Here>

Sub: Information regarding the blocking of internet website

domains

Dear Sir,

This is to bring to your notice that I, along with several other internet
users across the country, am unable to access the following websites:

[Link]
[Link]
[Link]

As well as the following sub-domains:

[Link] [Link]
[Link]

On asking the relevant ISPs, their users were told that these
websites have been blocked under a directive of the Ministry
of Communications and Information Technology, Government
of India.

I would like to use the Right to Information Act to ascertain

the following:

1. Has there been any such directive issued by the Ministry of

Communications & Information Technology?
2 .If so, why has this ban come into force?
3. Why have these particular domain names been specifically
banned?
4. When will this ban cease to exist?
5. If no such directive has been issued, why are these
websites being blocked?
6. Who is responsible for ensuring that Indian citizens have
the freedom to access these websites?
 241

8. If there has been a directive from the Ministry of

Communications and Information Technology to block
these websites, then, considering the fact that most of
the websites blocked do not contain pornography,
speeches of hate, contempt, slander or defamation, or
promote gambling, racism, violence or terrorism, the
question arises whether the Ministry of Communications
and Information technology is violating articles 14, 19, and
21 of the Constitution of India by issuing such a directive.

9. Please provide a photocopy of all the documents relating to

the questions above, including but not limited to:
a. The directive issued by the concerned Ministry to Internet
Service Providers
b. The list of all the specific domain names that have been
blocked
c. The Act under which the Government of India is empowered
to block domain names in India.

I must emphasize here that these websites are used by

thousands of ordinary Indian citizens to express their views,
thoughts and ideas. Indian Citizens have the right to express
their views freely, and to have an unhindered exchange of
thoughts and ideas.

Blocking these websites universally and not allowing Indian

Citizens to read any of them is tantamount to hindering the
freedom of expression of thousands of ordinary Indian
citizens.

I request you to kindly look into this matter. Thank you in

advance for your co-operation.

Yours sincerely,
<Name Here>
<Address Here>
[Courtesy : Mr. [Link], Journalist, Tehelka]

Example 2:

To enquire about the Status of the Passport

 242

[Sample Form Downloaded from [Link]

Page 2]
List of information requested by __________under RTI
ACT 2005. Application dated _________pertaining to
his file no. ___________ and year _________ for
issue/renewal of passport.
1. Please inform me about/Please furnish me with the daily
progress made on my application till date of your reply.

2. Names, designations and office addresses of the

officials with whom my application was lying during this
period, and date wise period with each official and
action taken by him/her.

3. Please give evidence of receipt and dispatch of my

application in the office of each of these officials.

4. Please inform me, according to your rules or citizens‘

charter or any other order, the number of days in which
such a matter should have been dealt with and resolved.
Please also provide a copy of these rules.

5. As the officials have not adhered to the time limit

mentioned in the rules and are guilty of violating
these rules, please give a copy of their conduct rules and
details of action taken by the RPO against erring officials.

6. In case no action has been initiated for dereliction of

duties against erring officials, the reasons be made
known to me.

7. Please inform me the name of the police station/dept to

whom application was referred for police verification
with outward number, date of dispatch and date
when reply was received by you. Photocopy of letter
addressed to police for verification and proof of mailing
be submitted to me.

8. Please let me know when I am likely to receive my

passport.

9. Please inform me of the days taken by your office in

issuing/renewing passports in last 25 applications,
excluding days required for police verification.

10. Please inform me of the number of complaints for delay in

issuing/renewing passports that were received
 243

against your office in last one year or last financial

year.

Signature of Applicant

As can be seen from both the examples, the writer

must begin by stating the purpose of drafting the letter.
I. She/He must state the kind of information required and
the subject of the letter in simple and clear terms.

For example:
i) To enquire about my Provident Fund Application.
ii) RTI query about the Admission Procedure to 11 th Std.

II. This should be followed by specific questions / queries

so that, when these queries are answered, a detailed
picture emerges. There is no standard format in which
these letters should be written. The applicant can follow
the routine business letter format if s/he so desires.
However, if s/he follows the ‗small query‘ format s/he is
likely to get precise and clear information. Besides, this
is a simpler method of taking up a specific issue.

For example:
I would like to use the RTI Act to know about my provident fund
application/ pension file/ submission of my application for Mhada
flats.
1. What is the current status of my application/ file?
2. Who is the officer-in-charge who is handling this
division/ these cases?
3. What is the serial number of my application?
4. What is the procedure followed?
5. Please tell me the total number of applications
received by the concerned authority on ………….
6. How many of these applications have been
processed as on……..
7. What is the criterion for selection?
8. When will I be informed of my selection/rejection?

III. Appeals:
In case the applicant fails to receive information
within a stipulated period, or he is not happy with the
decision he has received, he can appeal to the higher
authority. The appeal has to be filed within 30 days of the
receipt of the first decision. The photocopy of the response
received from the previous authority must be attached. If
the applicant is not satisfied with the response, s/he can
 244

subsequently go for a second appeal, which has to be

made within 90 days from the receipt of the judgment of the
first appeal.

You can find more information here:

[Link]
[Link] a complete Online Portal for Right
to Information India.

Now it is possible to process your RTI application on-line. Refer to

any of the sites mentioned above for RTI processing.

Tasks:

Draft RTI queries for the following situations:

(a) You have been denied admission by a prestigious
college despite a high percentage of marks in your
previous/qualifying examination.
(b) You had applied for an N.O.C. for a piece of land you
purchased in Pune. You have made several trips to the
Talati‘s office, but in vain.
(c) Your application for an educational loan is not
processed despite your having completed all the
formalities.
(d) You wish to know how the funds of the Students‘
Council/ Gymkhana/ N.S.S./ Ganapati festival/ Navaratri
celebration are spent by the Council.

❖❖❖❖
 245

18

THE SALES LETTER

Learning objectives :

To acquaint students with the place and purpose of

the sales letter as a tool of direct marketing.
To explain the AIDA model that the sales letter
adopts.
To enable students to draft interesting and attractive
sales letters.

A. The Sales Letter

I. Introduction:
In the current scenario of an increasingly competitive
commercial world characterized by rising advertising and
operations costs, the sales letter forms an important and strategic
tool of direct marketing. This is because the sales letter scores with
its distinct advantages over direct and door-to-door sales.

The first important factor to consider is the cost.

Using sales letters is much, much cheaper, as the
organisation does not incur the cost of hiring space and
sales personnel. It saves on the maintenance charges of
the former, and the training and salary of the latter. Even
taking into account the cost of designing, printing and
postage, the cost to the company for the sales letter is
negligible as compared to other forms of sale. Secondly,
the sales letter can have an extended reach and be
dispatched far and wide. It is also more focused in its
target and can be directed at only a particular segment of
the potential customer whom the product or service may
benefit. By virtue of being a personalised letter, it can
 246

appeal to customers who appreciate a personal touch.

Moreover, the reading of a sales letter can secure the
reader‘s attention without other competitive factors such as
music, TV, or actual speech, as one can read the letter at
one‘s convenience. Companies and other commercial
establishments vie with one another to compile precious
consumer data banks which help in the dispatch of the
sales letter, as well as other forms of sales, such as tele-
marketing.

A creatively well-designed and an attractively written

sales letter could be a powerful tool. But drafting such a
letter has its own challenges. Firstly, in this busy world
with its frenetic, rushed pace, not many people have the
time to go through a letter carefully. Secondly, if one is not
interested in making a purchase, the best letter may be in
vain. In fact, if statistics are to be believed, sales letters
result in just a meagre one or two percent of readers
actually making a purchase. However, when compared to
the cost of other means, it is still far economical. Lastly,
since it forms unsolicited communication, it may cause
irritation and impatience. It can have the same effect as
‗spam‘ or unsolicited e-mail or unasked-for sms text
messages received on mobile phones. They are simply deleted
without a look, or totally discarded as ‗junk-mail‘.

It is therefore imperative that a sales letter be crafted with great

care. Some useful tips may be borne in mind:
i) Use the you-attitude to make it personalized.
ii) Make it attractive and eye-catching, both in appearance
and text.
iii) Try and evoke the curiosity of the reader to ensure that it
gets read.

The above objectives can be achieved in various

ways. The use of colours and graphics is an important tool
that cannot be dismissed. The envelope itself often
succeeds in grabbing the readers‘ attention. The
announcements of discounts, offers of free gifts or surprise
items can also prove effective.

As marketing and sales form one of the very pillars

on which the success of the business depends, much
research and study has been carried out on consumer
behaviour, especially the art of persuasion that results in
purchase. Persuasion means succeeding in causing people
to do something that they would not otherwise have done.
A sales pitch is aimed at targeting the potential buyer‘s
 247

perceived need by appealing to one or more of varied

factors.

Several models have been drawn up to explain the

behaviour of consumers, from the moment they notice a
product to the point when they actually buy the product or
service. However, the most popular of them all is the AIDA
model, where A denotes Attention, I, Interest, D, Desire
and A, Action.

)‗
i A‘—The sales letter therefore has to fi rst and foremost
arrest the attention of the reader. Apart from the use of
colour and images as mentioned earlier, the letter in the
introductory paragraph could also use a quotation or
statistical data or a popular proverb or even pose a
rhetorical question.

For example:
i. for a self-help book: ―An optimist sees an opportunity in
every difficulty, a pessimist, a difficulty in every
opportunity.‖ Sir Winston Churchill.
i. for a savings plan: Do you know that 60% of people
have no concrete plans in place for post-retirement
financial needs?
i. for a leak-proof cement filling: A stitch in time saves nine.
iv. for a safety house-lock: Would you neglect the safety of
your house before you leave on vacation?

One of the popular ways to attract attention is also by using

an unusual format, particularly the ‗Hanging Indented‘ one
(as shown in the example at the end).

)i‗ I‘—To evoke the interest of a reader, one could appeal to

emotion, rationality or the fear factor. The appeal to emotion
is the strongest determinant. One may appeal to the
emotion of love or fear. Thus, love and care of family may
prompt a home-maker to buy a particular brand of healthy oil.
The appeal to safety, again, may determine her choice of a
water purifier. The factor of fear may be the motivating factor
in selling insurance policies or a car with safety features like
air-bags. Appeal to rationality will focus on the reasons why
one may go in for a product. For example, the reasons why
one should join a particular gym: the multiple benefits it will
yield in terms of health, good physique, and confidence, all in
a hygienic and pleasant
 248

ambience. To sum up, a sales letter succeeds if it makes an

appeal to the ‗buying motive‘ of the customer.

)i‗ D‘—An effective sales letter will succeed in making the

reader desire the product or service. This can be achieved
by providing information about the benefits the product will
give the buyer.

For example :
i. This T-shirt is sure to make you stand out in a crowd!
ii. This SIP (Systematic Investment Plan) will put all your
financial worries at rest without pinching your pocket!
iii. For a wrist watch: Be in tune with tomorrow. Be the
envy of your company!

vi) ‗A‘—Finally, it is imperative to ensure that the reader of

the sales letter takes action at the right time. To propel the
reader towards this step, companies may again make
promotional offers, or offer discounts or free gifts, or
tension-free delivery and service.

For example:
i. Hop into the nearest dealer‘s and collect your free gift
with an immediate purchase. Hurry! limited offer!
ii. Post the reply paid card in the nearest post-box and
await your surprise next week!

Example : 1

The Personality Development Centre

27, Coronet Plaza,
Mumbai-400 030.
15 May, 2008.

Ms. Sanaa Talwar,

6, Palm Court,
Mumbai - 400 050.

Dear Ms. Talwar,

Time once lost is lost forever!

Surely you are not just one of those youngsters who only flow
with the tide? If you wish to make the most of the long post -
school vacation and exciting college years ahead, you couldn‘t
do better than join the ‗Personality Plus Programme‘.

This is an ideal three week course specially designed for fresh

college entrants. It will help you develop confidence in speech,
deportment and making presentations, thereby aiding you in
making a mark in your college. This rich value-addition will not
only make your college years a time to cherish, but also groom
you for a corporate career.
 249

Time and tide wait for no one. Ensure your participation in

this prestigious Programme by early registration, as only a
limited number of students with potential have been invited,
and the seats will be filled on a first come, first served basis.
Please note that registrations will end on May 25, 2008.
Sincerely yours

(Ekta Rathi)
Director

Example:2
SWASTHYA
The Complete Fitness Boutique
21, Pali Hill, Bandra
Mumbai 400 050.
January 3, 2009.
Ms. Nausheen Nayar,
42, Hill Road,
Bandra,
Mumbai-400 050.

Dear Madam,

‗Health is W ealth‘ is a timeless adage. The modern Indian‘s

health is under onslaught as never before, with the pressure
of the growing economy, increased competition, air, water
and food pollution, and a hectic lifestyle.

―SWASTHYA‘ is now here to relieve you of all your health

problems. From timely check-up reminders to pick-up and
drop back service, fitness and nutritional experts working in
tandem to advise on your specific needs, a 24 hr emergency
service – all at a nominal cost for members. In addition you
also get to avail of the library and recreational facilities, all in
clean, hygienic, pleasant and world class ambience.

Do drop in at your convenience, for we know that seeing is

believing. You may also wish to refer to some of our well-
known members from your neighbourhood for your own
satisfaction. Since the concessional membership scheme for
the ‗Golden Club‘ offered to the ‗50 plus‘ is for a limited
period only, we urge you not to trade this opportunity for a
lifetime of regret!

We await your call to fix an appointment for the walk-around

and demo tour.
Yours truly,
 250

B. Handouts or flyers, also otherwise known as

pamphlets, leaflets, fliers, handbills or brochures, are an
alternate way of reaching out to the public in a more cost
effective manner. They refer to a single sheet of paper,
folded or plain, but not bound, that is attractively designed
to draw the reader‘s attention to a product, an event, a
cause or special meeting.

Generally an A4 or A5 size paper is used. DTP or

Desk Top Publishing has made it very easy for even
amateurs to use these. Although for ideal designing one
could call for competence and excellence in terms of
colour, design, graphics and layout, it is the verbal content
that one needs to consider here. Apart from readability and
legibility, one needs to also know the target audience so as
to effectively communicate the content or the message.
While readability refers to the ease with which the text and
the graphics can be deciphered, legibility looks at the
clarity, or the ability to convey the intended message.

Needless to say, the text should be brief and

succinct. It is not necessary that there be complete
sentences; even phrases or stand alone words would
suffice.

Here is an example:

The Indian Pizza Festival Romance

the Unique Delectable Blend
of
The Italian Pizza
with
The Indian Toppings
both in
Veg and Non-Veg !
at
The Mumbai Festival Only!!
An Opportunity You
Can‘t Afford to Miss!!!
 251

Tasks :

1. Explain the importance and role of the sales letter as a

tool of direct marketing.

2. Write a note on the AIDA model.

3. Draft attractive sales letters for the following:

i. Liquid gel-flo pen.
ii. ‗Back-Packers‘ hiking expeditions.
iii. ‗Instameal‘: a fast-food delivery scheme.
iv. ‗Clickflick‘ DVD film delivery scheme.
v. ‗Mathemagic‘: Vedic Maths classes.

❖❖❖❖
 252

UNIT 4: WRITING SKILLS

19
BUSINESS REPORT

Learning objectives :

To familiarize students with the basic techniques of

drafting a business report, as well as other types of
reports.

I. Introduction :
i) What is a Business Report?

A report is a document which presents an account or

a statement of a plan of action, a course of action adopted,
or an event that has taken place. A report provides
information— either sets of facts or result of an
investigation— that assists decision making. While
preparing a report, information, data, procedures adopted
for bringing about a course of action etc. have to be
processed and presented with a particular perspective. A
report generally presents the desired outcome about the
future course of action. In short, a report studies a
problem or a situation and offers a solution to the problem.

For example:

A report on the declining number of admissions to Arts courses.

A report on how to increase client base in the Borivali West area.

Reports, generally, are of two types: informative and

analytical.
 253

Informative reports generally do not offer analysis or

recommendations. They describe routine matters. They can
be of various types.

For example :
i. Periodic reports that inform the management of
operations and activities
ii. Situational reports that cover routine situations such as
field visits, guest lectures, seminars, conferences etc.
iii. Progress reports that describe ongoing projects
iv. Compliance reports that report action taken in
compliance to instructions from various authorities.

ii) What is a business proposal?

A business proposal, unlike a business report, offers

a proposition buttressed by supporting evidence, data,
analysis and spells out benefits for the parties concerned,
along with specific recommendations about the course of
action to be adopted in order to achieve the goal.

iii) What is An Executive Summary?

As the name suggests, an executive summary is a

compilation of the most important aspects, data, and
findings of a report. It offers a quick view of the highlights
of the report.

II. Drafting an Analytical or Investigative Report

This type of report is prepared to present findings

after a scientific study or sample analysis. The report
presents an objective analysis of the data with logical
conclusions that derive from it, and is submitted with a
view to facilitate the decision making process.

According to Lesikar, Petit and Irwin, [Reports:

Business Communication Theory and Application] ― A
business report is an orderly, objective communication of
factual information that serves some business purpose.‖
Report writing involves data collection, objective analysis
of the data, and an organized statement of observations
and conclusions derived from the analysis.

i) Structure of an analytical report:

 254

1. Terms of Reference: This part provides the frame of

reference to the report. It describes the subject, the
author/s, the period of study, and details about the
authority of the author/s, and about the instructions
received from the authority under which the report is
prepared.

For example:

Terms of Reference: A committee of the following

teachers was constituted in the light of the resolution no.
...... passed by the Management Committee in its meeting
held on .......... to investigate why the enrolment in the
Arts section of the college was on the decline, and to
suggest ways to improve enrolment. The committee was
asked to submit its report in 30 days from the date of the
meeting held on March 20, 2008.

2. Procedure: Following a pre-approved methodology is

an important part of any investigation. Without this, the
results may not be universally acceptable. This process
may involve field visits, interviews, sample surveys or
getting supporting evidence from secondary sources like
the Internet.

3. Findings: This section will explain the data obtained to

derive conclusions. [This section may have a table of
contents, as the data can be represented visually through
diagrams like pie charts or bar charts.]

For example, out of 15,000 respondents in an exit poll

10 per cent said they voted for the local candidate
10 per cent said they did not care about the candidate
or his credentials
50 per cent said they voted for the candidate who
redressed their complaints
10 per cent said they voted along Party lines
10 per cent said they were first time voters and did not
care who they voted for
10 per cent said they did not care who won, as the
situation would never improve
 255

Slice 1
Slice 2
Slice 3
Slice 4
Slice 5
Slice 6

4. Conclusion: This section will present the predominant

trends among voters. For example, in the data given
above, the dominant trend observed is to vote for the
candidate who is accountable. It can also be concluded
that only half of the voters took voting seriously.
Conclusion, therefore, is a summarised statement of the
data collected.

The conclusion, in the above example, may read:

―From the findings, the committee concludes that the
majority [50 per cent] voters voted for the candidate who
had worked for their cause.‖

5. Recommendations: A recommendation is a suggestion

made for a future course action.

Since it is evident that half the voters did not take

voting seriously, there is a need to take up an awareness
raising campaign to educate the voters.

The recommendations, therefore, could be

1. Citizens‘ Forums should spread awareness about the
importance of casting votes
2. media should disseminate the same message.
3. a chapter on importance of voting and why it is the
national duty of every citizen to vote should be included
in every school curriculum, as well as in the Foundation
Course at college level
4. celebrities should be roped in to promote voting as a
national duty.
5 .procedures of enrolment and voting should be simplified
 256

III. Individual or Committee/ Sub-committee Report :

An organisation may appoint an individual or a

committee to prepare a report and the format of the report
will depend on that.

Example 1: Subcommittee / Committee Report .

[Problem: Depletion in traditional client base. A

nationalized bank wishes to find out why its clients, who
were banking with them for years, have suddenly switched
over to relatively new private banks. The bank needs to
know how this downward trend can be arrested or even
reversed.]

Date:

Covering Letter:

The Managing Director,

Bank of ................... ,
Nariman Point
Mumbai 400 021

Submission of Report on Decreasing Client Base in ………..

Dear Sir,

On the recommendations of ............, a committee

comprising of the following members was constituted on 5
Sept 200—, to conduct an inquiry into the sudden withdrawal
of accounts from the customers of the bank and to make
positive suggestions. The committee was asked to submit its
report within one month.

The committee has investigated the matter and the report is

ready for your consideration.

In case of any clarification, please feel free to contact us.

Yours truly
1. …………… 2. …………………….
3. ……………. 4. ………………………
5. ………………

Enclosed: Report
 257

Title: Inquiry report on shrinking client base and

recommendations to overcome the crisis

1. Terms of Reference:
A committee was appointed to investigate the
problem of fast depleting client base and suggest solutions
to arrest the downward trend. The committee was given a
month‘s time to submit its findings and recommendations
from the date of appointment on 5 September, 200--.

The committee comprised of the following members:

………………………..........

2. Procedure:
The committee met on 10 September 200 -- and
finalized the following methodology to collect the data:
i. to find out about facilities offered by other banks
ii. to interview clients to find out their impression
about the service and facilities
iii. to compare this bank with the other private banks,
scheme by scheme, facility by facility.
3. Findings:
i. Private Banks have better infrastructure. Waiting time
in the queues is lesser, and seating arrangements
are comfortable, which make banking a leisurely
exercise.
ii. Private banks are more customer-friendly
iii. The interiors, ease of operation, timely service, ready
availability of any information, higher levels of
automation, assistance provided with even the
simplest procedures, make banking more comfortable
in private banks.
4. Conclusion:
Services at private banks are far more satisfying than
the nationalised banks like ours and this is the main reason
for our clients opting for these private banks.

5. Recommendations:
The situation is indeed serious and the following
recommendations need to be adopted to retain our client
base and to survive the competition which currently is a
threat to our existence.
 258

i. the bank must have better infrastructure

ii. use of latest electronic tools along with introduction of
facilities like ATM is essential.
iii. staff needs to be trained to be customer-friendly
iv. business hours should be increased
v. appointment of a Customer Relations Personnel is
necessary to improve rapport with the customers
vi. focusing on students as future customers, lowering
the minimum deposit amount to open a savings
accounts, simplifying procedures and cutting down
the processing time is the need of the hour.
Signed/-
…………………..
Date: 30 September 200—

Example 2: Individual Report

……………………
Marketing Manager

Date.:……………..

The Managing Director

………………………

Subject: Report on the causes of decline in the sales of CBT

Washing Machine

Dear Sir,

This is in response to your letter dated …… asking me to find

out the reasons for the decline in the sales of the Company‘s
washing machine.

I am happy to inform you that I have probed into the matter

and compiled this report for your perusal.

I interviewed 25 customers who had purchased washing

machines in the month of March and also studied the
complaint letters received from the customers.

The customers were found to be unhappy mainly for the following

reasons:
(i) The machine made a lot of noise
(ii) The outlet pipe became loose too often, spilling water all
over.
(iii) Only one programme was fully functional and customers
could run it; other programmes did not run.
(iv) The steel body of the machine rusted in a short period of
time.
 259

In order to find out if these complaints were specific to

machines produced under a specific batch, I looked at all the
complaint letters received by the company and realised that that
was not the case. Complaints against machines purchased
within the last six months were similar in nature.

It seems that the product design is defective and needs urgent

rectification. Once the product design is improved, the Company
will have to focus on an advertising and publicity campaign to
regain its lost image, as well as the trust of the customers.
Giving additional incentives to retailers can help promote the
machine and improve sales.

With regards,
……………..

Example 3 : Sub-Committee Report

Report of the sub-committee on Students‘ Participation in
Co-Curricular Activities.

1. Terms of Reference:
A Sub-Committee was appointed following the
resolution passed by the Local Managing Committee in its
meeting held on 26 th December. ……. ―Resolved that a
subcommittee be and is hereby formed to look into the
reasons behind lack of participation in various extra -
curricular activities organized by the college. The
committee would submit its report to the Principal of the
college by the 26 th of January. The sub-committee
would comprise of the following members :
___________, ________________, ____________,
____________, _____________

2. Procedure:
The sub-committee met twice to formalize the
procedure. A questionnaire was formulated to be
administered to the students. The Committee collected
the exact number of students who participated in each
of the various extra-curricular activities organised by the
college during this year and the previous year.

3. Findings:
After collecting the data, and comparing the
figures obtained over two years, the committee arrived
at the following conclusions:
a) Students interest in these activities was decreasing
b) Majority of the students had enrolled either for
professional courses, or tuition classes, or had jobs.
 260

c) Students were more keen on participating in activities

that were perceived as glamorous and that promised
exposure on visual media, or offered cash prizes
d) Participation in sport meant rigorous practice, for
which they had no time
e) Students did not seem keen on participating in any
team events

4. Conclusion:
Students are not interested in extra-curricular
activities. They have neither the time nor the inclination
to participate in such activities.

5. Recommendations:
Considering that extra-curricular activities are necessary for
overall personality development, the sub-committee
recommended the following measures:
a. Creating awareness among students about the
importance of extra-curricular activities
b. Projecting such activities as stress-busters
c. Teaching students the importance of team work and
development of team spirit against competitive spirit and
individuality
d. Linking group project work and project marks with
such activities in order to enforce better participation
___________, ______________, _____________,
____________, ______________,

Date ______________

Example 4: Sub-Committee Report

Report of the subcommittee on feasibility of a Smart Card service
by BEST for regular commuters.

1. Terms of Reference:
A committee comprising of the following members
was formed in accordance with the resolution passed in
the Annual General Meeting of BEST held on………….., to
look into the feasibility of introduction of smart cards for
commuters availing themselves of BEST services. The
subcommittee was asked to present its report by 28
February 200—
 The names of the committee members are as
follows:
1_____________

2 _____________

3 ______________

4 ______________

5 ______________

2. Procedure:
The subcommittee met on 3 rd , 4 th and 5 th March
and decided to adopt the following course of action:
a. Get feedback from commuters
b. Identify routes that would be covered under the
scheme
c. Decide on the modalities — amount to be charged,
the schemes to be offered, outlets for the distribution
of cards, and the de tails for application.

3. Findings:
i. Most commuters welcomed the idea of having a smart
card, it was perceived as a convenient alternative for
daily payment.
ii. The BEST employees like conductors and depot-
managers welcomed the move and showed will ingness to
adapt to this new way of transaction.
iii. They felt that this move will help BEST to project an
image as a commuter-friendly service.
iv. Administration showed willingness to make smart
cards available to commuters in a month‘s time.

4. Conclusion:
The committee concluded that the move to introduce
smart cards would benefit both the public as well as the
BEST services, and that such a scheme should be
introduced without further delay.
 5. Recommendations:
i. proper publicity of the scheme before its introduction.
ii. organizing proper training to depot-managers to be
able to provide
iii. simple procedure for availing of the card

Sd/-
____________________, __________________,
________________ _________________,
_________________
25 March 200—

Example 5: Individual Report

25 March 200—

The Principal
Xxxxx College
Mumbai

Dear Madam,

Submission of Report on Students‘ Grievances

As the General Secretary of the Students‘ Council, I

was asked, in the meeting held on 20 March 200 — to
study complaints from the students and submit a report
within 15 days, making suggestions to the Grievance
Committee. I am glad to inform you that I have
successfully completed the scrutiny of complaints and
here is the report.

There were 30 complaints in July and August, which

were sorted and categorized as follows :

(i) A majority of the complaints, fifteen in all, were

about the functioning of the library. Since there were
only two computers in the library, majority of the
students could not avail themselves of the internet
facility.
(ii) The complaints were also about the space available
in the library. According to the complainants, the
reading room in the library could not accommodate more
than 150 students at a time. More space was needed to
accommodate larger number of students.
(iii) Five complainants specifically said that the library
staff was unnecessarily hostile towards the students.
(iv) Ten complaints were against the office staff, pointing
to delays in the processing applications or responding to
queries.
(v) Remaining five complaints were about the
examination committee. Students were dissatisfied with
the marks given to them in the subject of Economics.

Conclusion:

Students were dissatisfied largely with the library

services, functioning of the office and the examination
committee.

As a representative of students I would like to suggest

the following:

1. Management should take note of the complaints and

act on them.
2. College should make provision for more computers.
3. The office staff should be more efficient and student-
friendly.
4. Students who have serious grievances regarding
examinations should be called personally, and an
interactive session between the teachers of Economics,
The chairman of the examination committee and the
students should be organized to resolve the matter.

I sincerely thank you for giving me this opportunity to

look into the matters that concern students.

Yours faithfully,
_________________
Tasks :

1. Draft the following informative / exploratory reports:

(a) Students‘ priorities in spending their pocket-
money.
(b) Reading habit in students.
(c) Students from your class working in BPOs /
Planning to go abroad for further
studies/involved in share-market / addicted to
computer games.
(d) Students‘ career options.
(e) Students‘ awareness of social problems.

2. Draft the following individual / committee reports:

(a) BMC felling 23,000 trees to widen roads
(b) The condition of roads in South Mumbai
(c) Increasing dirt in public places in Mumbai (d)
Traffic congestion on Mumbai roads
(e) Need to rationalise service conditions for the
staff working in malls
3. A random survey of restaurants revealed the following
findings:
(i) most restaurants did not have a license under
Section 394 (for food establishment and trades)
of the MMC Act
(ii) many were found to be serving and selling stale
food
(iii) most did not carry out medical tests on cooks
and waiters
(iv) most were using unclean vessels while preparing
food
(v) most did not use lids to cover the vessels
(vi) most kitchen floors were unclean, and ceiling
were covered with cobwebs

[The Times of India, Feb 28, 2009]

Write a report based on these findings.

❖❖❖❖
 20
SUMMARISING TEXT
Learning objectives :

To familiarise students with the technique of

summarisation. Writing good summaries

I. Introduction :

The word ‗summary‘ is defined by the Oxford

Advanced Learner‘s Dictionary as ―a short statement that
gives only the main points of something, not the details‖. It
means a short synopsis or outline of the important ideas
and points of the passage. The summary should read like a
piece of continuous writing, with a sequential arrangement
of ideas expressed in it and a clear reflection of the main
and sub-points. It should, however, be borne in mind that
the comments, opinions and views of the summary writer
must be avoided at all costs. The summary must deal with
only the views of the writer of the passage that is being
summarised.

Summarising text requires the ability to identify the

main argument of the passage and to reproduce the points
in one‘s own style of writing with a sound logical sequence.
This skill is helpful in summarising excessive information,
lengthy reports, articles and books, etc. to isolate the
fundamental ideas which are of significance without
missing any points. It is easy to pick out the main argument
in passages that are argumentative, analytical or
informative in nature. When the passages are lengthy and
contain more than one paragraph, it would be a good idea
to note down the topic sentence of each paragraph in one‘s
own words. This will help in preparing the summary.
Generally, the main argument is in the form of a general
statement that is supported by examples, data, numbers,
figures, etc.

Points to keep in mind while writing a Summary :

a] Read the passage carefully first and note down the main
argument being made.
b] Note down the topic sentence for each paragraph (if the
passage consists of many paragraphs) or the sub-points
being made.
c] Write out the first draft based on the key points that have
been jotted down.
d] Compare the draft with the original passage to check for
any omissions, deletions, additions, irrelevancies, etc.
e] It would be a better idea to use one‘s own vocabulary as
it will help in rephrasing the points in simpler terms.
f] While preparing the second draft, rewrite the first draft to
form a logical piece of writing. Be concise and eliminate
repetition.
g] Write out the summary neatly without any errors of
spelling or [Link] are a few examples to help you
understand the technique of summary writing:

Example 1
Peer pressure is probably the worst enemy of the
parental purse. My friend Ravi and his wife Maya were
having trouble with their 12 year-old son, Rohan. The boy
seemed incapable of delaying his gratification: he had to
have everything now. He lacked confidence, and because
of peer pressure, he wanted everything his friends got—not
just toys, but also more expensive stuff, like clothes,
mobile phones and other things. Rohan apparently thought
his parents were very rich, with an unlimited reservoir of
money.

At a loss to deal with this, Ravi and Maya sought my

help, and we ended up having a lengthy discussion on
financial literacy for kids. Rohan is hardly a ‗problem child‘
where financial literacy is concerned; it is an issue with a
lot of children who are exposed to affluence at a tender
age. Perhaps the main reason for this is the lack of clear
communication about money. Often, all a child has to do to
get parents to part with money is to ask for it. Parents
should talk to their kids about money as comfortably as
they talk about cricket or a trip to the mall. Children need
to understand what their parents do for a living, and not
harbour the illusion that money grows on trees.

Financial literacy basically means having a solid

understanding of how to get money, spend it wisely,
and handle credit. It means being able to distinguish
between good, bad and ugly debt, and to live on a budget.
It means protecting what you have, through insurance. It
means understanding the kinds of risks you‘re exposed to,
how best to mitigate them, and how to invest. And last but
not the least, it means understanding how to use your
money for the betterment of the world.

[Excerpts from Amar Pandit‘s, (Director, My Financial Advisor.

[Link]) article in TOI, Sept 2008]

II. Analysis:
What is the paragraph about ?
The paragraph is about Financial Literacy. It is about the need to
make children financially literate.

What is the topic sentence ?

Financial literacy basically means having a solid understanding of
how to get money, spend it wisely, and handle credit.

What is the purpose of the first paragraph, where

Maya‘s and Ravi‘s son‘s example is given?
The example is given to illustrate the key point why parents
need to make their children financially literate.
The Key Idea : Financial literacy basically means
having a solid understanding of how to get money,
spend it wisely, and handle credit.
Supportive point 1: It means being able to
distinguish between good, bad and ugly debts, and to
live on a budget.
Sub-Point 2: It means protecting what you have,
through insurance.
Sub-Point 3:It means understanding the kinds of
risks one is exposed to, how best to mitigate them,
and how to invest.
Sub-Point 4: And last but not the least, it means
understanding how to use your money for the
betterment of the world.
Ilustration: Maya, Ravi, and Rohan‘s example
illustrates the problem of — peer pressure, Llack of
financial awareness in children and parents‘
helplessness in handling problems arising out of it.
Conclusion: There is need for clear communication
between parents and children regarding money.
Let us summarise the paragraph now :
1. Main Point : Parents should make their children
financially literate.
Problem: How to handle children‘s
unreasonable demands?
Reasons : Children have no idea where the
parents‘ money comes from.
Peer group pressure impels children to
make demands on
parents which they feel parents are obliged
to fulfill.
Children are ignorant about matters relating
to money.
Solution : Parents must talk money with their children.

Summary:
Educating children on the all aspects of the family‘s
finance is the need of the hour. Parents are at a loss while
dealing with their children, who under peer pressure , keep
demanding things from them. Making children realise the
value of money, helping them to prioritize their needs,
teaching them to spend the money wisely is the
responsibility of parents. There is, therefore, a need for
clear communication between parents and children
regarding money.

Example No. 2
The tragedy of India is that instead of seeing
what‘s wrong with us and taking steps to correct it, we
indulge in hysterics and look for scapegoats. Right now,
everyone‘s busy blaming the coach and the captain. But
India has a long record of playing badly away from home,
which precedes both Rahul Dravid and Greg Chappel. So
why single them out?

The real problem, I believe, lies with the system.

Not just cricket, but in virtually any walk of life, we are
unwilling to put in hard work and live with discipline.
Other countries are so neat, clean and well-organised but
Indian cities are in a mess, because we are simply not
willing to respect rules. We can succeed, not just in cricket,
but in everything else if only we follow four basic
principles: strictly adhere to meritocracy, be willing to work
hard, adopt global best practices in training and follow
absolute discipline.
 We need to pick the best guys available, based
purely on merit and no other considerations. And the same
applies to the coach. People keep asking whether we need
a foreign coach. I don‘t think that‘s an issue at all. We
should ask, who is the best guy for the job? \Whoever it is
should get it.

Next, once you have given someone a mandate, let

him imple ment it without interference. At Infosys, we have
our debates, arguments and discussions before it‘s decided
who‘ll be responsible for something. Once it is decided that
X is the boss, all arguments stop and everyone rallies
behind him. We shouldn‘t be undermining the coach by
trying to second-guess him.
I know ‗ process‘ has become a much-mocked term,
but at Infosys, we firmly believe in following processes and
it‘s always worked for us. If Cahhappel‘s process didn‘t
work, may be it was not followed properly, or he wasn‘t
allowed to implement it in full. I have read that some senio r
players were allowed to get away with indiscipline and
that‘s totally unacceptable. No matter how big a star you
are, if you‘re disruptive to the team, you need to be shown
the exit. Never mind if we lose a few matches. If you follow
the correct process, positive results are bound to
eventually follow.
Frankly, I don‘t think having a coaching camp for a few
days helps. I‗d suggest that we pick the 30 guys who we
believe are the best in the country. They should all be given
good salaries by BCCI and closeted in a hi-tech training
centre round the year. Rotate them so that even if 15 are
playing a series, the other 15 are training.

Ensure that everyone gets to train intensively during

the year. Follow best practices from around the world, give
the players the best facilities and make them work really
hard – eight hours a day. If anyone refuses to practice or
follow the rules, axe him immediately. Follow these
principles and you are bound to have a world beating team.
[Narayan R. Murthy, TOI, Sept., 2008.]
What is the write up about?
Establishing the right system/ process and
following it rigorously is absolutely essential if one
wants to win / succeed / good results / is a key to
success.
What are the examples given that support the
main idea?
 270

Examples of Greg Chappel and his system, and

practices followed at Infosys.
Summary:
If one wants to win one must evolve a system that
delivers the results and follow it rigorously. Such a system
must be based strictly on merit, hard work, absolute
discipline, and be open to adopt the best global inputs.
When a system fails to deliver, instead of finding
scapegoats like Greg Chappel to put the blame on, one
must take immediate corrective steps by analysing what
has gone wrong with the process. Putting the correct
process that delivers the results in place is the key to
success.
Here are some passages that you can try and work on
yourself:

Passage 1
Some scraps of evidence bear out those who hold a
very high opinion of the average level of culture among the
Athenians of the great age. The funeral speech of Pericles
is the most famous indication from Athenian literature that
its level was indeed high. Pericles was, however, a
politician and may have been flattering his audience. We
know that thousands of Athenians sat hour after hour in the
theatre listening to the plays of the great Greek dramatists.
These plays, especially the tragedies, are at a very high
intellectual level throughout. There are no letdowns, no
concessions to the lowbrows, or to the demands of
‗realism‘, such as the gravediggers‘ scene in Hamlet. The
music and dance woven into these plays were almost
certainly at an equally high level. Our opera – not the
Italian Opera, not even Wagner, but the restrained, difficult
opera of the eighteenth century – is probably the best
modern parallel. The comparison is no doubt dangerous,
but can you imagine the entire population of an American
city (in suitable instalments, of course) sitting through
performances of Mozart‘s Don Giovanni or Gluck‘s
Orpheus? Perhaps the Athenian masses went to these
plays because of lack of other amusements. They could at
least understand something of what went on, since the
subjects were part of their folklore. For the American
people, the subjects of grand opera are not a part of their
folklore.

i) What is the main idea of the passage?

 271

ii) Are there any examples to substantiate the main

idea?
iii) What are the sub-points to the main idea?
iv) What comparison between two cultures is drawn
in the passage?
v) Based on your answers to the above questions,
attempt a brief summary of the above passage.
Passage 2
To a philosopher, wisdom is not the same as
knowledge. Facts may be known in prodigious numbers
without the knower of them loving wisdom. Indeed, the
person who possesses encyclopaedic information may
actually have a genuine contempt for those who love and
seek wisdom. The philosopher is not content with a mere
knowledge of facts. He desires to integrate and evaluate
facts, and to probe beneath the obvious to the deeper
orderliness behind the immediately given facts. Insight into
the hidden depths of reality, perspective on human life and
nature in their entirety, — in the words of Plato, to be a
spectator of time and existence – these are the
philosopher‘s objectives. Too great an interest in the
minituae of science, may, and often does, obscure these
basic objectives.

Philosophers assume that the love of wisdom is a

natural endowment of the human being. Potentially every
man is a philosopher because in the depths of his being
there is an intense longing to fathom the mysteries of
existence. This inner yearning expresses itself in various
ways prior to any actual study of philosophy as a technical
branch of human culture. Consequently, every human
being, insofar as he has ever been or is a lover of wisdom,
has, to that extent, a philosophy of life.

i) State the main argument of the passage.

ii) Are there any sub-points?
iii) What is the writer‘s essential point of view?
iv) In your own words write out the topic sentence of
paragraph 2.
v) With the help of the above, attempt a brief
summary of the passage.
❖❖❖❖
 272

20
SUMMARISING TEXT
Learning objectives :

To familiarise students with the technique of

summarisation. Writing good summaries

I. Introduction :
The word ‗summary‘ is defined by the Oxford
Advanced Learner‘s Dictionary as ―a short statement that
gives only the main points of something, not the details‖. It
means a short synopsis or outline of the important ideas
and points of the passage. The summary should read like a
piece of continuous writing, with a sequential arrangement
of ideas expressed in it and a clear reflection of the main
and sub-points. It should, however, be borne in mind that
the comments, opinions and views of the summary writer
must be avoided at all costs. The summary must deal with
only the views of the writer of the passage that is being
summarised.

Summarising text requires the ability to identify the

main argument of the passage and to reproduce the points
in one‘s own style of writing with a sound logical sequence.
This skill is helpful in summarising excessive information,
lengthy reports, articles and books, etc. to isolate the
fundamental ideas which are of significance without
missing any points. It is easy to pick out the main argument
in passages that are argumentative, analytical or
informative in nature. When the passages are lengthy and
contain more than one paragraph, it would be a good idea
to note down the topic sentence of each paragraph in one‘s
own words. This will help in preparing the summary.
Generally, the main argument is in the form of a general
statement that is supported by examples, data, numbers,
figures, etc.
 273

Points to keep in mind while writing a Summary :

a] Read the passage carefully first and note down the main
argument being made.
b] Note down the topic sentence for each paragraph (if the
passage consists of many paragraphs) or the sub-points
being made.
c] Write out the first draft based on the key points that have
been jotted down.
d] Compare the draft with the original passage to check for
any omissions, deletions, additions, irrelevancies, etc.
e] It would be a better idea to use one‘s own vocabulary as
it will help in rephrasing the points in simpler terms.
f] While preparing the second draft, rewrite the first draft to
form a logical piece of writing. Be concise and eliminate
repetition.
g] Write out the summary neatly without any errors of
spelling or [Link] are a few examples to help you
understand the technique of summary writing:

Example 1
Peer pressure is probably the worst enemy of the
parental purse. My friend Ravi and his wife Maya were
having trouble with their 12 year-old son, Rohan. The boy
seemed incapable of delaying his gratification: he had to
have everything now. He lacked confidence, and because
of peer pressure, he wanted everything his friends got—not
just toys, but also more expensive stuff, like clothes,
mobile phones and other things. Rohan apparently thought
his parents were very rich, with an unlimited reservoir of
money.

At a loss to deal with this, Ravi and Maya sought my

help, and we ended up having a lengthy discussion on
financial literacy for kids. Rohan is hardly a ‗problem child‘
where financial literacy is concerned; it is an issue with a
lot of children who are exposed to affluence at a tender
age. Perhaps the main reason for this is the lack of clear
communication about money. Often, all a child has to do to
get parents to part with money is to ask for it. Parents
should talk to their kids about money as comfortably as
they talk about cricket or a trip to the mall. Children need
to understand what their parents do for a living, and not
harbour the illusion that money grows on trees.

Financial literacy basically means having a solid

understanding of how to get money, spend it wisely,
 274

and handle credit. It means being able to distinguish

between good, bad and ugly debt, and to live on a budget.
It means protecting what you have, through insurance. It
means understanding the kinds of risks you‘re exposed to,
how best to mitigate them, and how to invest. And last but
not the least, it means understanding how to use your
money for the betterment of the world.

[Excerpts from Amar Pandit‘s, (Director, My Financial Advisor.

[Link]) article in TOI, Sept 2008]

II. Analysis:
What is the paragraph about ?
The paragraph is about Financial Literacy. It is about the need to
make children financially literate.

What is the topic sentence ?

Financial literacy basically means having a solid understanding of
how to get money, spend it wisely, and handle credit.

What is the purpose of the first paragraph, where

Maya‘s and Ravi‘s son‘s example is given?
The example is given to illustrate the key point why parents
need to make their children financially literate.
The Key Idea : Financial literacy basically means
having a solid understanding of how to get money,
spend it wisely, and handle credit.
Supportive point 1: It means being able to
distinguish between good, bad and ugly debts, and to
live on a budget.
Sub-Point 2: It means protecting what you have,
through insurance.
Sub-Point 3:It means understanding the kinds of
risks one is exposed to, how best to mitigate them,
and how to invest.
Sub-Point 4: And last but not the least, it means
understanding how to use your money for the
betterment of the world.
Ilustration: Maya, Ravi, and Rohan‘s example
illustrates the problem of — peer pressure, Llack of
financial awareness in children and parents‘
helplessness in handling problems arising out of it.
 275

Conclusion: There is need for clear communication

between parents and children regarding money.
Let us summarise the paragraph now :
1. Main Point : Parents should make their children
financially literate.
Problem: How to handle children‘s
unreasonable demands?
Reasons : Children have no idea where the
parents‘ money comes from.
Peer group pressure impels children to
make demands on
parents which they feel parents are obliged
to fulfill.
Children are ignorant about matters relating
to money.
Solution : Parents must talk money with their children.

Summary:
Educating children on the all aspects of the family‘s
finance is the need of the hour. Parents are at a loss while
dealing with their children, who under peer pressure , keep
demanding things from them. Making children realise the
value of money, helping them to prioritize their needs,
teaching them to spend the money wisely is the
responsibility of parents. There is, therefore, a need for
clear communication between parents and children
regarding money.

Example No. 2
The tragedy of India is that instead of seeing
what‘s wrong with us and taking steps to correct it, we
indulge in hysterics and look for scapegoats. Right now,
everyone‘s busy blaming the coach and the captain. But
India has a long record of playing badly away from home,
which precedes both Rahul Dravid and Greg Chappel. So
why single them out?

The real problem, I believe, lies with the system.

Not just cricket, but in virtually any walk of life, we are
unwilling to put in hard work and live with discipline.
Other countries are so neat, clean and well-organised but
Indian cities are in a mess, because we are simply not
willing to respect rules. We can succeed, not just in cricket,
but in everything else if only we follow four basic
principles: strictly adhere to meritocracy, be willing to work
 276

hard, adopt global best practices in training and follow

absolute discipline.

We need to pick the best guys available, based

purely on merit and no other considerations. And the same
applies to the coach. People keep asking whether we need
a foreign coach. I don‘t think that‘s an issue at all. We
should ask, who is the best guy for the job? \Whoever it is
should get it.

Next, once you have given someone a mandate, let

him imple ment it without interference. At Infosys, we have
our debates, arguments and discussions before it‘s decided
who‘ll be responsible for something. Once it is decided that
X is the boss, all arguments stop and everyone rallies
behind him. We shouldn‘t be undermining the coach by
trying to second-guess him.
I know ‗ process‘ has become a much-mocked term,
but at Infosys, we firmly believe in following processes and
it‘s always worked for us. If Cahhappel‘s process didn‘t
work, may be it was not followed properly, or he wasn‘t
allowed to implement it in full. I have read that some senio r
players were allowed to get away with indiscipline and
that‘s totally unacceptable. No matter how big a star you
are, if you‘re disruptive to the team, you need to be shown
the exit. Never mind if we lose a few matches. If you follow
the correct process, positive results are bound to
eventually follow.
Frankly, I don‘t think having a coaching camp for a few
days helps. I‗d suggest that we pick the 30 guys who we
believe are the best in the country. They should all be given
good salaries by BCCI and closeted in a hi-tech training
centre round the year. Rotate them so that even if 15 are
playing a series, the other 15 are training.

Ensure that everyone gets to train intensively during

the year. Follow best practices from around the world, give
the players the best facilities and make them work really
hard – eight hours a day. If anyone refuses to practice or
follow the rules, axe him immediately. Follow these
principles and you are bound to have a world beating team.
[Narayan R. Murthy, TOI, Sept., 2008.]
What is the write up about?
Establishing the right system/ process and
following it rigorously is absolutely essential if one
 277

wants to win / succeed / good results / is a key to

success.
What are the examples given that support the
main idea?
Examples of Greg Chappel and his system, and
practices followed at Infosys.

Summary:
If one wants to win one must evolve a system that
delivers the results and follow it rigorously. Such a system
must be based strictly on merit, hard work, absolute
discipline, and be open to adopt the best global inputs.
When a system fails to deliver, instead of finding
scapegoats like Greg Chappel to put the blame on, one
must take immediate corrective steps by analysing what
has gone wrong with the process. Putting the correct
process that delivers the results in place is the key to
success.
Here are some passages that you can try and work on
yourself:

Passage 1
Some scraps of evidence bear out those who hold a
very high opinion of the average level of culture among the
Athenians of the great age. The funeral speech of Pericles
is the most famous indication from Athenian literature that
its level was indeed high. Pericles was, however, a
politician and may have been flattering his audience. We
know that thousands of Athenians sat hour after hour in the
theatre listening to the plays of the great Greek dramatists.
These plays, especially the tragedies, are at a very high
intellectual level throughout. There are no letdowns, no
concessions to the lowbrows, or to the demands of
‗realism‘, such as the gravediggers‘ scene in Hamlet. The
music and dance woven into these plays were almost
certainly at an equally high level. Our opera – not the
Italian Opera, not even Wagner, but the restrained, difficult
opera of the eighteenth century – is probably the best
modern parallel. The comparison is no doubt dangerous,
but can you imagine the entire population of an American
city (in suitable instalments, of course) sitting through
performances of Mozart‘s Don Giovanni or Gluck‘s
Orpheus? Perhaps the Athenian masses went to these
plays because of lack of other amusements. They could at
least understand something of what went on, since the
 278

subjects were part of their folklore. For the American

people, the subjects of grand opera are not a part of their
folklore.

i) What is the main idea of the passage?

ii) Are there any examples to substantiate the main
idea?
iii) What are the sub-points to the main idea?
iv) What comparison between two cultures is drawn
in the passage?
v) Based on your answers to the above questions,
attempt a brief summary of the above passage.
Passage 2
To a philosopher, wisdom is not the same as
knowledge. Facts may be known in prodigious numbers
without the knower of them loving wisdom. Indeed, the
person who possesses encyclopaedic information may
actually have a genuine contempt for those who love and
seek wisdom. The philosopher is not content with a mere
knowledge of facts. He desires to integrate and evaluate
facts, and to probe beneath the obvious to the deeper
orderliness behind the immediately given facts. Insight into
the hidden depths of reality, perspective on human life and
nature in their entirety, — in the words of Plato, to be a
spectator of time and existence – these are the
philosopher‘s objectives. Too great an interest in the
minituae of science, may, and often does, obscure these
basic objectives.

Philosophers assume that the love of wisdom is a

natural endowment of the human being. Potentially every
man is a philosopher because in the depths of his being
there is an intense longing to fathom the mysteries of
existence. This inner yearning expresses itself in various
ways prior to any actual study of philosophy as a technical
branch of human culture. Consequently, every human
being, insofar as he has ever been or is a lover of wisdom,
has, to that extent, a philosophy of life.

i) State the main argument of the passage.

ii) Are there any sub-points?
iii) What is the writer‘s essential point of view?
 279

iv) In your own words write out the topic sentence of

paragraph 2.
v) With the help of the above, attempt a brief
summary of the passage.
❖❖❖❖
280