Welcome as friends, I have an important announcement regarding your prelims preparation. Pre-storming batch 3 will commence on 9th November and the first test will commence on 20th November. Like the previous two batches, this batch will also have 66 test. Use this initiative to boost your prelims score. With this, let us get into the news article discussion by Shankar A.S. Academy for the date 8th November 2022. Displayed here are the list of news articles we will be going through today. Now let's start our discussion. Let us start today's discussion with this news article. Earlier, a petition was filed by two individuals in the Delhi High Court and the petition challenged certain provisions of the Saragasy Regulation Act of 2021. Subsequently, the court asked for central government stand on the petition. So yesterday, the central government filed an affidavit in the Delhi High Court. This is the crux of the news article. So in this context, let us learn about the provisions that have been challenged in the court. First, let us see what is meant by Saragasy. Saragasy is an arrangement by which a woman who is called a surrogate gives birth to a baby on behalf of someone who is physically unable to have babies themselves. When baby is born, after some specific time, the surrogate mother hands over the baby to the respective parents. Now coming back, the Saragasy Regulation Act 2021 provides the option for Saragasy for persons in two situations. Firstly, for the woman who is a widow or a divorcee between 35 to 45 years of age. Secondly, for the couple, if they have a medical condition, necessitating the Saragasy option. The definition of the term couple is provided in the Saragasy Regulation Act of 2021 itself. According to the Act, the term couple means a legally married woman and man above the age of 18 years and 21 years respectively. Here the age is about the eligible age of marriage. The Act also prescribes an age criteria for the couple who do not have a child of their own to opt for Saragasy. For women, the age is between 23 years to 50 years and for men, the age is between 26 years to 55 years. The Act also bans commercial Saragasy and it also provides for punishments for those who are involved in doing Saragasy procedures for commercial purposes. The punishment here is, for the first offense, they shall be punishable with the jail term of 5 years or fine up to 5 lakhs and for the second offense, they shall be punishable with the jail term of 10 years and a fine up to 10 lakhs. Here note that the Saragasy Act allows only for altruistic Saragasy. The term altruistic Saragasy refers to those Saragasy arrangements where the Saragate does not receive any monetary compensation. These provisions are only challenged in the Delhi High Court by two individuals. The individuals are one is a unmarried man and another is a married woman who is having one child. They said that the Act excludes the option of Saragasy for a single man and a married woman who is having a child. Also, they stated that commercial Saragasy is the only option available for them but the ban on commercial Saragasy takes away their option. They also highlighted that these provisions in the Act are against the right to privacy granted under Article 21 of the Constitution. Here the personal decision of a single man about the birth of a baby through Saragasy that is the right to reproductive autonomy which comes under the Ambit of Article 21 is violated. For this petition only the central government filed a affidavit. In the affidavit the central government stated that the Saragasy laws were enacted following a due procedure and the central government also said that those laws were enacted with the intention to restrict commercialization of embryos and newborns. The center also highlighted that if the provisions challenged in the petitions are diluted then it would defeat the whole purpose of the Saragasy Regulation Act of 2021. That's all regarding this discussion. In this discussion we saw some of the provisions of the Saragasy Regulation Act of 2021. We also saw some issues associated with the provisions highlighted by the petitioners. So with this let us conclude this discussion and take up the next news article. Look at this editorial article. Now let us take up this article for our next discussion. See as per the article India-Pakistan relations have entered an age of minimalism. This is nothing but the engagement between both the countries have become minimal. Don't you think so? See earlier we used to hear one thing or another about Pakistan. There was this Uri attack and then the Pulwama attack. After these events there was a sense of nationalism and anger among our people. After that our Indian authorities will respond to these attacks with force. All these things will happen on a regular basis. But currently this is not the scenario and that is exactly why the author is saying that the India-Pakistan relationship has entered the age of minimalism. In this article discussion we will see why there is minimalism in the relationship between India and Pakistan and let us see the characteristics of the minimalistic approach. Before getting into the discussion I have highlighted here the syllabus regarding this discussion. You can go through it. Now we will start the discussion. First of all let us see the timeline of India-Pakistan relationship and then only you will understand how the engagement has come to a minimal state. It all started in 1947. You all know what happened in 1947 right? Yes. Violent partition between India and Pakistan happened and this even only defined the India-Pakistan relations. See the first war between India and Pakistan was fought over Jamun Kashmir. Armed Pakistani tribesmen aided by the newly created Pakistani army invaded Jamun Kashmir in October 1947. At that time Jamun Kashmir was ruled by Maharaja Hari Singh. After the invasion the ruler requested the assistance of the Indian armed forces and he agreed to sign the Treaty of Assession. He handed over control of the defence, communication and foreign affairs to the Indian government. So the legal document was signed on October 26 1947. The war officially ended on 1st January 1949 when the united nation arranged a ceasefire. But know that by then Pakistan occupied one third of Jamun Kashmir. And in the year 1965 India and Pakistan fought their second war. The conflict began after a clash between border patrols in April in Ranafkach. But it escalated on August 5. This is because around 30,000 Pakistani soldiers crossed the ceasefire line dressed as Kashmiri locals. This war witnessed the largest engagement of armored vehicles and the largest tank battle since World War II. And it ended after the UN mandated ceasefire following the diplomatic intervention of Soviet Union and United States. And at the end of this war only Tishkanth agreement or the Tishkan declaration was signed. Now again in 1971 India and Pakistan entered into war for the third time. This time the recent being East Pakistan. The conflict between East and West Pakistan began when Pakistani government in West Pakistan refused to allow Awami leader Sheikh Mujabur Rahman to assume the premiership of the country. The Pakistani military attacked the protestors in Dhaka. Now India became involved in the conflict after Pakistani Air Force launched a strike on airfields in India's Northwest. India retaliated with coordinated land, air and sea assault on East Pakistan. It compelled the Pakistani army to surrender at Dhaka and more than 90,000 Pakistani soldiers were taken as prisoners of war. And at the end of this only the Shimla agreement was signed. But in 1989 armed insurgency in the Kashmir very began. Muslim political parties accused the state government of manipulating the 1987 state legislative election. So they formed militant wings. Pakistan declared that they are providing moral and diplomatic support to the militants. But it was believed that Pakistan did more than that. It was providing funding, direction, shelter, weapons and training to the fighters. And this is a clear manifestation of cross-border terrorism by Pakistan. And this marked the starting of everything. See from this period onwards, pan-Islamic terrorist groups like Laxar-e-Thaiba, Jaishi-Mohammad and Hisbul-Mujayuddin continued to be active in Jammu-on-Kashmir. And it is believed that they are headquartered in Pakistan and Pakistan administered Jammu-on-Kashmir. After this the major event was in the year 1999 when Indian Prime Minister Vajpayee signed Lahore declaration with the Pakistani counterpart. This is the first major agreement between the two countries since the 1972 Shimla agreement. Both the countries agreed to undertake confidence building measures to improve the bilateral relations. But as usual in the same year the Kargil conflict broke out. This is because the Pakistani forces intruded and occupied strategic positions on the Indian side of the line of control. This caused an Indian counter offensive move in which Pakistani forces were pushed back to their side of the line of control. And in December 2021 an armed attack on the Indian parliament happened. Laxar-e-Thaiba and Jaishi-Mohammad were held responsible for the attacks. After this again in 2008 another attack happened. The 2008 attack was considered as one of the most gruesome terrorist attacks the world has ever witnessed. The armed gunmen opened fire on civilians in several sites in Mumbai. They attacked places including Taj Mahal Palace and Towers, Obrai Trade and Hotel, Chhatrapati Shivaji train terminus, Leopold Cafe, Kama Hospital, Nariman House, Jewish Community Center, Metro Cinema, St. Xavier's College and a lane near the Times of India office. Ajmal Kasab, the only attacker captured alive, confessed that the attackers were the members of Laxar-e-Thaiba. So after this India ceased to talks with Pakistan. In 2009 Pakistani government admitted that the Mumbai terror attacks were planned on Pakistani soil. But the Pakistani government denied that the plotters were aided by the Pakistani intelligence agencies. After this many instances of talks were held between India and Pakistan to resolve the issues between the two countries. But again in 2016 the Jaishi-e-Mohammad terrorist disguised as soldiers carried out a deadly attack on Patankot Air Base in Punjab. This happened a week after our Prime Minister Modi made a visit to Pakistani counterpart Nawaz Sharif as an effort to revive bilateral talks. In September 2016 Jaishi-e-Mohammad terrorist attacked an army base in Uri in Jammu and Kashmir and killed 17 Indian soldiers.  And finally we all know about the 2019 Pulwama attack in Jammu and Kashmir. In this attack only 40 members of the Indian Central Reserve Police force were killed in a suicide bombing. This is how India-Pakistan relations evolved over these years. Do you know that Pakistan's policy is to bleed India through 1000 cuts? That is instead of directly engaging with Indian Army through state sponsored terrorism Pakistan is trying to counter India. But currently the India-Pakistan relationship has entered into an age of minimalism. The timeline also indicated that India-Pakistan relationship are characterized by intense engagement, high value terror attacks, Indian response, a breakdown of talks and eventual resumption of talks. This happened again and again. So always there has been high tension among the two countries. But today there is no political will for any grand relationship, grand gesture or even grand outreach. The bilateral contract is mostly tactical and business-like. So what is the reason for this age of minimalism in the India-Pakistan relationship? Firstly the reason for this minimalism is how relationship between India and Pakistan is defined. It is defined based on the history of missed opportunities, failed attempts at conflict resolution, political inability to resolve conflicts due to dual power center in Pakistan and lack of political wind on either sides. So these factors led to believe that making comprehensive peace with Pakistan is impossible. Secondly, there is a recognition that there is no easy way to resolve complicated conflicts between the two countries. Why? Because bilateral conflict resolution will be harder due to the rising populism in both the countries. In addition to this, there is a rapid growth of online hate between two countries in social medias. This is the second reason. Thirdly, our country has realized that the traditional logic of settling the conflict first and then addressing the bigger challenges is not helping. This is because none of the key bilateral conflict between India and Pakistan has been resolved since the Indus Water Treaty of 1960. Fourthly, our country is having a confidence that there is no need to talk with Pakistan to ensure peace inside Kashmir. This growing confidence is because of the capability to defend Kashmir against terrorist attacks in recent times. Finally, today both the countries, that is, India and Pakistan are preoccupied with other geopolitical challenges. Think about this. Pakistan is preoccupied with Taliban-led Afghanistan, and India is preoccupied with China on its borders. So, since India and Pakistan are busy elsewhere, they are not directly involving with each other. So, these are the five reasons why there is a minimalism in the relationship between India and Pakistan currently. Having seen the reason for minimalistic engagement, now let us see the characteristic features of this minimalistic engagement. Firstly, it is characterized by the way in which one country is approaching the another. Both India and Pakistan have adopted a clinical approach to deal with the other side. This means they are discussing only the issues that need urgent attention. The larger picture, both the countries, they ignore to discuss. This is one of the characteristics of minimalistic engagement. The second feature is there is a large focus on conflict management with little focus on conflict resolution. Here take an example of Kashmir. It is now discussed in the context of sustaining the ceasefire agreement. It is not discussed in the context of historical political conflict over Kashmir. The third and the most important feature is through engagement between both countries, the countries are aiming to achieve a clear cut outcomes. The recent example being the 2021 February ceasefire agreement. So, these three are the important characteristics of the minimalistic approach between India and Pakistan. So finally, while concluding, the author is saying that the important thing that led to minimalistic approach is direct engagement with Pakistani army establishment. See, we all know that there is two power centers in Pakistan. One is the political establishment and another one is the Pakistani army. Earlier, India had hesitations about involving directly with the Pakistani army establishment. So, all these years, India had talks only with the political establishment in Islamabad. But this did not work all these years because the conflict resolution steps taken by the political establishment did not get the support of the Pakistani army establishment. And this structural issue was rectified by directly involving with Pakistani army. Pakistani army also takes this direct approach more seriously. And this has also led to the minimalistic approach of India-Pakistan engagement according to the author of this editorial. So that's all regarding this discussion. In this discussion, we briefly saw about the timeline of event in the India-Pakistan relation from 1947 to till date. After that, we saw about the reasons for the current state of minimal engagement between India and Pakistan. After that, we saw the three main characteristics of the minimalistic approach in India-Pakistan engagement. And finally, we saw the conclusion provided by the author of the editorial. With this, let us conclude this discussion and take up the next news article. Have a look at this text and context article. This article talks about the Black Sea Grain Initiative. What is this Black Sea Grain Initiative? Who initiated it? And what is its purpose? Let us discuss the answers for all these questions in this discussion. First of all, what is Black Sea Grain Initiative? It is a deal between Russian Federation, Turkey and Ukraine. The deal is to export grain and fertilizers from three Ukrainian ports that is Chornomorks, Odessa and Yulni. These three ports are important Ukrainian ports in the Black Sea. And this deal is brokered by the United Nations and Turkey. And it was signed in Istanbul on July 2022. It was initially expected to operate for a period of 120 days. But there was an option for extending it or terminating it after November. Under the Black Sea Grain Initiative, the Ukrainian vessels guide the cargo ships to international waters on the Black Sea. Then the vessels safely proceed along the agreed corridor along the Black Sea. Then the ships are inspected by JCC. It is a joint coordination center at Istanbul. It consists of representatives from Russia, Turkey and United Nations. Now what is the purpose of this deal? This deal is aimed at tackling the increasing food prices. Note that the food prices are emerging from supply chain disruption. Now what caused the supply chain disruption? The main cause was the Russia's war on Ukraine. Ukraine is considered the bread basket of the world. And Ukraine is among the largest exporters of wheat, maize, rapeseed, sunflower seeds and sunflower oil globally. And these commodities are exported through the deep sea ports of Ukraine in the Black Sea. And due to Russia's aggression, Ukraine was not able to access the deep sea ports. And this resulted in reduction in exports from Ukraine. And this has resulted in shortage in supply. So the food prices in the world market has increased. So basically the Black Sea grain initiative provides for a safe, maritime, humanitarian corridor for Ukrainian exports. Then it ensures an adequate supply of grains. For example, it provides humanitarian food assistance to the East African region and Yemen. Then it helps to limit food inflation. For instance, because of this initiative, the food price index had decreased by nearly 14% from its peak in March. And lastly, it helps to ensure the safety of merchant ships, delivering grains and food stuff in the Black Sea region. Now the news is that Russia has rejoined the Black Sea grain deal because the Russian Federation now believes that the guarantees that it has received currently appears sufficient. So the question here is what would have happened if the deal was suspended? It is very simple. If the deal had been suspended, there would be supply chain disruption, which would result in shortage in food grains and this would result in increase in food prices globally. Finally, it will result in global hunger. So this is about this text and context article. In this article discussion, we saw about the Black Sea grain initiative, its components and also its importance. With this, let us conclude this discussion and take up the next news article. Now let us take up this news article for our next discussion. It is about social forestry. In 1994, a project was implemented at Edaykal in Vilipuram district of Tamil Nadu. This project was aimed at developing a social forest and it was funded under the social forestry scheme of government of India. The positive news here is that in 28 years, the area has become a dense mini forest and now this mini forest is home to fauna like deer, mongoose and snakes. This is about the news article. So in this discussion, let us focus on what is social forestry, the success story of the development of social forestry in Edaykal as mentioned in the article and some of the issues faced. Let us start with social forestry. What is social forestry? Social forestry literally means the development of forests outside the conventional forest. The ultimate aim is to provide a continuous flow of goods and services for the needs of the local people. Social forestry encourages to make use of unused barren lands. Here, those barren lands are turned into mini forest with the help of the local communities. So this helps in safeguarding the deeper conventional forest from exploitation. Mostly, fast growing trees are planted to meet the needs of food and fuel for the local community. The concept of social forestry has its origins in the teachings of Buddhism. And according to Buddhism, every good Buddhist was required to plant a tree and take care of it. Since 1976, the government of India has been implementing various projects for the development of barren lands with various social forestry projects. This is all about social forestry. The success story that is recently in news is actually a success story of former IAS officer K. Ashok Vardhan Shetty. Because it is Mr. K. Ashok Vardhan Shetty who initially set up the forest. The officer said in 1994, the garden was set up at a place called Edeikal in Vilupram district of Tamil Nadu when he was the collector of Vilupram district. He said that he got his inspiration from the Kew Gardens of London. The Kew Garden is supposed to have a sample of every type of tree, plant and shrub found anywhere in the world. In a Kew Garden, special agro-climatic conditions have also been created artificially. This enabled exotic species to grow in London. Now coming back, with the inspiration from the Kew Gardens, the officer sought to create a mini-Kew Garden. It was planned to create a large extent of more than 500 acres of barren government land in Edeikal village. Then he used the funds given by the government of India for the social forestry program and he delegated the work to the district's forest department. Around 250 varieties of flora were planted. This included various species of trees, plants and shrub and scurves which are native to Tamil Nadu. He said in late 1994 he got transferred and the Indian government also stopped the funding for the social forestry scheme in 1996. So the garden was neglected. But the effort he put in did not go in vain. Despite neglect, now in 28 years the area has become a dense mini-forest and it is now a home to fauna like deer, mongoose and snakes. This is all about the success story Edeikal mini-forest in Vilupuram district. Now let us see what are all the issues prevalent in implementing such type of innovative projects. Firstly, the officer who is trying to implement his innovative idea is not given long tenure and that hampers the progress of the scheme. The second important issue is the predecessor successor scheme. Here the successor will not carry forward the predecessor's initiative until and unless there is a government backing. Thirdly, the continuous changing nature of government policies affects the funding to the project. And finally, there is the issue of poor operation and maintenance of the projects that are undertaken. This also affects the progress of the initiative. So that's all regarding this discussion. In this discussion we saw what is social forestry. Then we saw the success story of the Edeikal social forest in Vilupuram district of Tamil Nadu. And finally we saw some of the issues faced when implementing innovative projects. With this, let us conclude this discussion and take up the next news article. Look at this news article. The news article states that a constitution bench of the Supreme Court through a majority decision upheld the validity of the 103rd Constitutional Amendment Act. We know that 103rd Constitutional Amendment Act provided for 10% reservation in government jobs and educational institutions to the economically weaker section of the society. Through this judgment, the Supreme Court said that this provision of reservation to the economically weaker section does not violate the basic structure of the Constitution. This is about the news article. So in our discussion today, let us see about the evolution of the doctrine of basic structure in India. If you want to know about the evolution of the doctrine of basic structure, we have to know about four important Supreme Court judgments, two important constitutional amendment acts. So here the first important judgment is the Shankari Prasad case of 1951. In this case, the Supreme Court said that the word law under Article 13 does not include the constitutional amendment made under Article 368. So it said that through amendment made by Article 368, the parliament can even amend the fundamental rights of the Constitution. This is about the Shankari Prasad case. Now moving on to Golaknath case. See, in the Golaknath case of 1967, the Supreme Court overruled the Shankari Prasad case judgment. It said that the word law under Article 13 also includes the constitutional amendment made by Article 368. So in this case, the Supreme Court said that the parliament cannot amend the fundamental rights of the Constitution even using Article 368. This is about the Golaknath case. See, the government was worried about this Golaknath judgment. So the government reacted by enacting the 24th Constitutional Amendment Act. Through the 24th Constitutional Amendment Act, the government included a provision in Article 368, which declared that the parliament has power to take away any of the fundamental rights. So again, the issue came back to question. So the next important Supreme Court judgment is the Kesavananda Bharati case of 1973. In this case, the Supreme Court overruled the judgment of Golaknath case. The Supreme Court upheld the validity of the 24th Constitutional Amendment Act. It said that the parliament under Article 368 can amend even the fundamental rights of the Constitution. But it also said that while amending the Constitution, the parliament must make sure that it does not affect the basic structure of the Constitution. This is the first time the word basic structure was used by the Supreme Court. And this is how the basic structure doctrine came into being. The next important Constitutional Amendment Act is the 42nd Constitutional Amendment Act of 1976. In this amendment act, the parliament amended the Article 368 and it said that there is no limitation to the constitutional power of the parliament. And any amendment made by the parliament using Article 368 cannot be questioned in any court on any ground. Again, this provision was challenged in the Supreme Court. And it was challenged in the Minerva Mills case of 1981. In the Minerva Mills case, the Supreme Court said that judicial review is one of the basic structure of the Constitution. And the parliament through amendment cannot make changes to the basic structure. This is about the Minerva Mills case. Finally, there is the Vaman Rao case of 1981. In this case, the Supreme Court said that the basic structure doctrine would be applied to the Constitutional Amendment that are enacted after the Kesavananda Bharati case. That is after April 24, 1973. It also said that even the provisions that are placed under the 9th schedule of the Constitution can be brought to judicial review because judicial review is one of the basic structure of the Constitution. So this is about the evolution of the basic structure doctrine in India. These are some of the important cases and important amendments which you must know for your Plym's examination and you can use this in your main examination also. So that's all regarding this discussion. In this discussion, we saw about the evolution of the basic structure doctrine in India. With this, let us conclude this discussion and take up the editorial article which is also about the recent judgment of the Supreme Court. Look at this editorial article. This editorial article is also written based on the context of the Supreme Court judgment regarding economically weaker section. See, on our first November 2022 Hindu News Analysis, I covered the Constitutional provisions, important Supreme Court judgments and the important Constitutional amendments regarding reservation policy in India. But I failed to cover the difference between vertical and horizontal reservation. So today as a part of this discussion, first I will cover vertical reservation and horizontal reservation and the difference between it and then let us see the points mentioned by the author in this editorial. Okay? The syllabus regarding this discussion is highlighted here for your reference. You can go through it. Now let us start our discussion. There are two types of reservation that is mentioned in the reservation policy. They are vertical reservation and horizontal reservation. Now what is vertical reservation? Reservations in favor of scheduled cast, scheduled tribes and other backward classes is called as vertical reservation. Article 16, class 4, provides for vertical reservation in India. In the Indra Sauni case 1992, the Supreme Court said that vertical reservation cannot breach 50 percentage. But in yesterday's judgment, the Supreme Court said that reservation provided to economically weaker section even though it breached the 50% limit does not affect the basic structure of the Constitution. This is about the vertical reservation. Now moving on to horizontal reservation. What is horizontal reservation? Reservation provided in favor of ex-servicemen, person with disability, sportsmen, minorities, women, etc. are called as horizontal reservation. What does this horizontal reservation do? This horizontal reservation cuts across the vertical reservation and this is called as interlocking reservation. This means the horizontal quota is applied separately to each vertical category and not across the board. For example, if women have 50% horizontal quota, then half of the selected candidates will have to be necessarily women in each of the vertical quota category. That is, half of the selected AC candidates will have to be women, then half of the unreserved or general category candidates will have to be women, so on. Just have a look at this table to understand what was explained till now. So, by now you would have understood what is the difference between horizontal and vertical reservation. With this, now let us look into the editorial and the opinion of the author expressed in this editorial. First of all, what is said in 103rd Constitutional Amendment Act? This Constitutional Amendment Act provides for 10% reservation to the economically weaker section of the society in the general category. This 10% reservation will be in addition to the existing cap of 50% reservation for SC, ST, and OBCs. This takes the total vertical reservation to 60%. And note that this 10% reservation for the economically weaker section has been done by amending Article 15 and 16 of the Indian Constitution. In Article 16, Class 6 speaks about 10% reservation to the economically weaker section in government jobs. In Article 15, Class 6 speaks about 10% reservation to the economically weaker section in educational institutions. So, this 10% reservation is a new kind of reservation in education and jobs that is solely based on income or economic criteria, okay? And hence, it was destined to face some constitutional hurdles. But through this judgment, the Supreme Court cleared the economically weaker section reservation from the constitutional hurdles. Here I have displayed the eligibility criteria for an individual to be classified as an economically weaker section. You can go through it. Here you have to note that the eligibility criteria are notified by the central government and it is not mentioned in the Constitution, okay? And the notification containing these eligibility criteria can change from time to time. Now a question arises. Is this economically weaker section reservation a horizontal reservation or vertical reservation? It is a type of vertical reservation. How? While it reserves 10% of general category seats to economically weaker section, it is excluding SEST, OBC from the reservation. This is because if they are included, it may undermine the entire idea of providing such reservation. So, this approach creates a vertical reservation scheme based on economic weakness, okay? Now let us see what are all the problems in this 10% reservation as cited by the author. Firstly, reservation cannot be used as a poverty alleviation measure because the core idea of the reservation policy is to uplift the socially and educationally backward classes. Secondly, take the existing income criteria of 8 lakhs per year for the economically weaker section. According to the author, this can result in excessive coverage of the economically advanced classes. How? Because in India, who all pays income tax? People who earn more than 2.5 lakhs per year earn our file income tax. So, according to the income tax policy in India, people who earn less than 2.5 lakhs are termed as poor. According to the author, this must be extended to the economically weaker section category also. The author says the limit for the economically weaker section should be fixed at 2.5 lakhs per annum. This will make sure that only the people who are truly deserving would avail the fruits of reservation. The third fault according to the author is that the core objective of the economically weaker section reservation is to economically emancipate the poorer section of the society. So, to truly achieve the objective of the economically weaker section reservation, this income-based reservation should be thrown open to all sections of the society. So, these three are the major issues with the economically weaker section reservation highlighted by the author in this editorial. The author of this editorial also provides two solutions to address these issues. The author says that the economically weaker section reservation should not be restricted only to the general category people. It must be thrown open to all communities. And the second solution provided by the author is that to achieve the true objective of the economically weaker section reservation, the income limit must be fixed at 2.5 lakhs which is in line with the income tax rules. This will help in achieving the true objective of the economically weaker section reservation. So, that's all regarding this discussion. In this discussion, we saw about the difference between vertical and horizontal reservation. After that, we saw three issues highlighted by the author of this editorial regarding the economically weaker section reservation and also two solutions to address the issues with the economically weaker section reservation. With this, let us conclude this discussion and take up the next news article. See this article here? It speaks about the national population register which is shortly called as NPR. Yesterday, the union home ministry published its 2021-22 annual report. In that report, the ministry said, again, there is a need to update the national population register. The ministry said, the update is mainly aimed at including the changes in the population due to birth, death and migration. The report does not mention about the Citizenship Amendment Act 2019. As we all know, the Citizenship Amendment Act is a legislation that provides for granting citizenship to six non-Muslim communities from Pakistan, Afghanistan and Bangladesh who entered India before December 31, 2014. This is the crux of the news article given here. In this context today in this discussion, we will focus on the national population register. The national population register is a register of usual citizens of the country. The NPR is maintained by the Registrar General and the Sensors Commissioner of India. They work under the Ministry of Home Affairs. As per Section 14A of the Citizenship Act, 1955, it is compulsory for every citizen of the country to register in the national register of Indian citizen that is NRAC. So the first and the foremost step towards the preparation of NRAC is the creation of national population register that is NPR. Under NPR, the data about the usual residents of the country is being collected after due verification of the citizenship status. As registering in the NRAC is compulsory, it implicitly says that it is also compulsory for the residents to register under NPR. So both registration under NRAC and NPR are compulsory in India. So here you may have a question. Who is a usual resident? Under NPR, a usual resident is defined as a person who has resided in a local area for the past six months or more or a person who intends to reside in that area for the next six months or more. NPR is being prepared at the local level, that is in the village or the sub-town level, then on the sub-district or the district level and finally in the state and the national level. It is prepared under the provision of the Citizenship Act of 1955 and the citizenship registration of citizens and the issue of national identity card rules of 2003. The NPR exercise is different from the census and NPR is not linked to the national register of citizens because NRAC, that is the national register of citizens is maintained by the government of India for the state of Assam only. Now finally, let us take up the objectives of national population register. The main objective is to create a comprehensive identity database for every usual resident in the country. The database would contain demographic as well as biometric particulars. Demographic particulars include name of the person, father's name, date of birth, marital status, place of birth, nationality, et cetera. And biometric particulars include fingerprints, iris, et cetera. The NPR was first prepared in 2010 and it was updated in 2015 by conducting a door-to-door survey. Also remember one fact here, no document will be collected during the data collection exercise of NPR. So that's all regarding this discussion. In this discussion, we saw what is national population register. We saw who is a usual resident according to national population register and we also saw the objectives of national population register. With this, let us conclude this discussion. And before taking up the last article for our next discussion, we will take up this question. Let me read out the question. The word mastered on is sometimes mentioned in media in reference to, A, artificial intelligence, B, an extant species of mammoth, C, a decentralized social media platform and D, a new technology for biodiversity conservation. To find the answer for this question, we must look at the news article. See this text and context article is based on mastered on. So what is mastered on? Mastered on is nothing but a federated network that is a collection of thousands of social networks run on servers across the world and they are linked by a common mastered on technology on a platform known as FedEverse. So rather than being controlled by a CEO or a centralized moderation team, master on users pick servers which host their data and let them access the same platform. Now coming to the basic information. See mastered on was founded by a German developer named Eugene Rocco master on and it was released in the year 2016. This is all you should know about this master on. Now you may have a question. Why is this master on gaining prominence? We all know that Twitter's new CEO is Elon Musk and his plans for the social media app have raised a series of concerned about paid verified accounts, increased spread of misinformation and advertising on the platform. So the Twitter users are worried about online abuse and they have started leaving the platform while searching for the alternatives mastered on demanded their attention. This is the reason why master on made news now. Now why should you know about this? In the previous year Plymps examination we have seen several instances where the question is about a term and a technology that made news. I will give you some examples. See these two questions in the 2019 problems paper. The first question is about the word Denisovian. It is nothing but a early human species. It was in use because of an analysis. The analysis of a fossil job on containing molars required from China shows that Denisovians lived in Tibetan plateau some 160,000 years ago. So based on this news only this question was asked. Now look at this question. The second question is about an important waste to energy conversion technology namely pyrolysis and gasification. Waste to energy conversion is always in use because of the increasing rate of waste generation in our world. So this question was asked. So the answer here is option D. Now see this question asked in 2020. The question is regarding the term Wester Texas Intermediate. You will be able to answer this question if you had read the business page of the newspaper regularly. This term can be seen quite often in the business page. Here Wester Texas Intermediate refers to crude oil. Now see this question in 2021. Here they are asking about the term ACE2. See SAR COVID was in use almost daily because of the pandemic. So ACE2 was in use. ACE2 is an enzyme that is found on the surface of human self. This enzyme acts as a receptor that enables SAR's COVID to launch its attack. You would have known this answer if you had read carefully the science article that appears in the Sunday newspaper. So the answer for this question is option D spread of viral disease. I have given you all the examples here to tell you the importance of today's topic. Year by year without fail they are asking questions like this. So know the importance of today's discussion. Now coming back to our question. What is mastered on? The correct answer is option C, a decentralized social media platform. So with this, let us conclude the news article discussion session and take up the practice prelims questions. We have four practice prelims questions for today. Let us see them one by one. Let us take up the first question. This question is in regards to the Black Sea Grain Initiative. Two statements are given. We have to find the correct statements. Let us take up the first statement. All commercial ships should pay a fee for the facilitation of their movement. This statement is incorrect because there is no fee incurred to the shipping companies for the facilitation of their movement under the purview of JCC. What is this JCC? JCC is nothing but joint coordination center and it is based in Istanbul. It consists of senior representatives from Turkey, Russia, Ukraine and the United Nations. Turkey is the host of the JCC and United Nations serves as its secretariat. This JCC has the responsibility to ensure the safe passage of commercial vessels carrying grains, food and fertilizer. All this has to be carried out in and out of three Ukrainian ports. The ports are Odessa, Chornomorsk and Yolni. The JCC will monitor the movement of the commercial vessels to ensure compliance with the procedure communicated to the vessels. The JCC is also responsible for the inspection of inbound and outbound vessels. This is done to ensure that there is no unauthorized cargo or crew. The JCC will also publicly report on shipments and movement of ships facilitated under the initiative. This is about the first statement and JCC Now moving on to the second statement. Only food grains carrying commercial vessels is included under the initiative. This statement is also incorrect because just now we saw that both food grains and fertilizers carrying commercial vessels are included under the initiative. Okay, so here both the statements given here are wrong. So the correct answer here is option D, neither one nor two. Now moving on to the second question. See this is a previous year question from 2020 to paper. The question is about Miyawaki method. The correct answer for this is option C, Miyawaki method is nothing but creation of mini forest in urban areas. See Miyawaki is a unique urban afforestation technique pioneered by the Japanese botanist Akira Miyawaki. The Miyawaki method helps us to create mini forest in cities. So once again the correct answer here is option C, creation of mini forest in urban areas. Moving on to the third question. This is a three statement question regarding Saragasi Regulation Act of 2021. Let us take up the first statement. It provides for the option of Saragasi only for the widow woman between the age of 35 to 45 years. Statement one is wrong because the Saragasi Regulation Act of 2021 provides the option for Saragasi for the woman who might be a widow or a divorcee between the age of 35 to 45 years. And the option is also available to couple who is having a medical condition necessitating the Saragasi option. So statement one is incorrect. Moving on to the second statement. The act allows altruistic surgery. This we saw in the discussion itself. This statement is actually correct. Moving on to the third statement. The act does not provide any punishment for persons who indulge in commercial Saragasi procedures. This statement is wrong. This also we saw in our discussion. The act actually provides punishments for people who are involved in commercial Saragasi procedures. So here statement one is wrong and statement three is wrong. So the correct answer here is option C21D. Moving on to the last question. This question is in regards to national population register. This is a quiz question for you. Interested aspirants can comment the answer for this question in the comment section. The main questions based on today's discussion are displayed here. Interested aspirants can write the answers and post them in the comment section. If you like today's video, like, comment and share it with your friends. For more updates regarding UPSC preparation, subscribe to Shankara IAS Academy's YouTube channel. Thank you for listening.


Hello. Very good. Well, thank you very much and welcome to this workshop of digital marketing. First of all, I would like to thank for the invitation. I really enjoy to share technology topics. And well, let's begin. We have a lot to share and very little time. So what we will see in the next 25 minutes is a small introduction of what is digital marketing and why is it important and how we can use it. There's a strategy to sell our own products or our own services. The second one has to deal with concepts like the importance of the market identity, the use of data and how can we strengthen a value proposal. And the third one has to do with tools. One of the most interesting things of digital marketing is without realizing we already have the tools to begin. We just need internet connection and the apps that many of them are free and the majority of us, we already have them. And finally, to speak about the future, the future of digital marketing. So let's begin. Digital marketing is that we have to differentiate between normal marketing. We understand as those strategies and actions that try to reach the objectives or organizations, the actions that you do to sell more of your products or reach more consumers with our services or disseminate an idea. Through the market and digital marketing has this characteristic that uses digital technologies. Many experts define it as the design and implementation of marketing strategies through a digital channel. When we speak about digital channels, we're speaking about social network chats, emails, any digital means or channel that helps you to connect with other people. It can be a company, a person, a product, a service. And the most important is that digital marketing can help us independently of what we do. Specifically in this workshop, I will focus in agricultural topics, but within the system there's complementary services. We can think that there is a need of people that can make digital marketing for cooperatives for small producers that maybe already have the product, but they are missing the digital connection to have access to new markets. And finally, an important part is to see how we have the transaction from the product, the logistics, and the payment so you can receive money in a digital way. So now, what are the main characteristics of digital marketing? I think it's very interesting because on one hand we have internet and the social networks. Finally, 99% of the statistics of the Mexico Internet Association that says that 99% of people use Facebook, have installed Facebook in their smartphones, and we use the second application that we use the most is WhatsApp, among others, because maybe you have YouTube, Instagram, Twitter, etc. So I think it's important to understand the great opportunity that we have in the digital world, and of course we have to be careful. I was lucky to be in the prior panel listening to the amazing panelists and they spoke and said that we had to be careful. This access to internet should be inclusive and should try to have this access to this important connectivity, because if we have that connectivity, if we do not leave anyone behind and we can include them in the digital world, the opportunities are immense. The second part is the immediate nature in the analogic world and the atom world. Things take a little bit longer, you have limitations. Maybe if you're going to make a payment, you have to go to the person to whom you have to pay physically, and this can take you from one minute to five hours, depending how far the person is. It has to deal also how quickly we make the transactions and how quickly we can take care of clients at the same time. Think as a store. If you have a physical store, maybe you can take care of one customer at a time. But if you have someone in charge, or if you have two or three employees, you can take care of more people. But in digital, the process are automatic and you can take care of 5,000 people immediately. And the third thing, it has to be the democratic nature of the tools. This is what they spoke in the previous panel, how these technologies do not stay in a group of people, but how they become more democratic and we can have access to them in a free way and that we can have training that help us to understand how to use them. These tools in the last 10 years have been more democratic. And maybe this is the most important that I would like to emphasize in this small workshop is that all we can have access to these tools. We all can learn, we can use them in a way that gives us value and that help us with this important topics like climate action and to help us to produce more, but at the same time respecting the environment. So this democratic nature, I think it's very important. And the other one, the fourth one is the two-way communication. This digital technologies allow us to communicate with our clients and our clients with us. So we can have an immediate dialogue to receive feedback to know if our products and services are giving value to the clients. And let us know in how way we can improve our services and products having this conversation beyond traditional poster or communication that only says the company and the people, but does not reach the cooperative to the people. So the digital marketing has this advantage to be in communication with your community and improve the products. And maybe one of the most attractive ones is the scope. Number five is where we can reach, for example, to market our products. If we have a physical store, it's really good because we can reach our neighborhood. Maybe some kilometers around, but it's very hard in the analogical world to reach to other cities or other countries. But with the digital and market digital marketing, we have those opportunities nowadays. As I said, that are more accessible within our mobile apps. And with the gradual increase, hopefully it will be quicker of having access to internet. So who can use digital marketing for its products or who needs digital marketing? The answer is simple. Everyone can use it. Digital marketing does not need that you have university studies or higher education studies. Truly, it is something that everyone can learn. It's something that there is a lot of information of how to learn this technologies and the complexity has reduced immensely in the last 10 years. Before doing these things, you had to program your own webpage to write a code and to make things that were complex. But nowadays, and we will see it at the end of the workshop, that the technology has increased dramatically. So moving forward, let's see how you can see the advantages of digital marketing. I think some of its advantages are that you have results that you can measure. And that is really important because when you have a business, you want to know how much you're selling. Who are you selling? What products are being sold the most? Which ones are remaining? Why are not they being sold? All that information. When you make your information digital and you send online or you have a digital campaign, you can have access to this result and this information that is quite important. So let's move forward. The second one has to do with the diversity of products and services. When we work with digital marketing, we can make digital marketing campaigns for any product or activity or service. For example, if we focus in products, agricultural products, we can sell any product that you might have or a service or a knowledge and the diversity is immense. The advantage of having capacities in digital marketing is after its application is immense because all the industries, we are doing digital marketing if we want to reach new markets. The third one has to do with the availability. With digital marketing, it helps you to be available always. If you have a traditional store, you open it at eight in the morning and you close it. No, I don't know at six in the afternoon. But in digital marketing, where you use these campaigns, this machinery that is promoting your products can be 24 seven, especially when you have different time zones. And because the people can buy your products anytime, through digital marketing campaigns, you can contact and people can buy at 11 p.m. at three in the morning. And for you, the next day, you will see what are the new orders that you can fulfill later on. To have the loyalty, it's very important. Number four, how we can do that. The people that are buying can recommend and keep buying and you can measure that with the digital results that you have. So you can detect if a client already bought once and they bought again and again. And you can see more or less detect if you near geographical areas. They are buying more than others. So that can help you to address or direct your efforts of digital marketing to increase or to strengthen certain areas where you want to have more sales or you want to get your product known. And the last point that I wanted to let you know is the precision. Digital marketing helps you to be very precise. It helps you say, I want to sell products to women between 18 and 25 years that live in this area in this country and that like or are studying high school or university. So you can be very specific. Who do you address your products so they are more efficient and not only you can publish in a way where everybody sees it, but in the end, the people that are going to buy are very specific. So there are some elements of a marketing, digital marketing strategy. How do you create your brand? Well, you have a commercial identity and I use FAO. Everybody knows that brand, that color, that logo and that isotype. When you see it immediately, you know that it has a reputation and image of that brand or identity that has generated throughout time. So we have to do the same with our brands. If our brands are not recognized so people cannot choose them, they cannot look for them. They cannot be loyal to the brand. So that's why the brands are so important. The second one is the value proposal that has to do what makes your product different and how you can differentiate it from other products. That is also a very important part of digital marketing. And my favorite one that I devote to data is what data say about the market and its characteristics. But we'll see this one little by little. If you think, for example, in brand identity, this logo types that we have here immediately remind us something that we use all the people that we have access to internet. So this quickly it tells you what is it about, what's the name, what do they do, and they have a prestige and an identity. And in the same way, when we make a product, we can assign a brand that has to do even with the personality of the founder of the company or the cooperative and the message that you would like to convey. Whether it's rural tourism, fruits, vegetables, dairy products, whatever you want to sell, it's very important that you package it, that you give it an identity so you can distinguish from other brands that probably are maybe similar. Why is it important?  If you think that the brands that you buy, whatever they are, maybe the milk brand or the clothes or shoes, you buy them because you recognize them, it has a good reputation, you perceive them as an ethical brand, honest, etc. And you trust them because that's why you buy the products that you buy because we trust in the quality that we are expecting or furthermore. Without the data, I think, as I said, one of the most important parts. Data are our best friends. Data gives us, help us to understand how many people have had access to the data, how many people have had impressions, have given a click to your product or your announcement, how much a campaign costs you, every click that a person gives, how much did you spend in the campaign, and how much did you have as a return in sales or clients. So it's very important to see the data. And the good thing is that there are many platforms like Facebook. And I quote Facebook because it's the most used, but there are other ones where this analytics are included in like in Facebook. So to do these things before it was very complex some years ago. And nowadays, they are in the platforms, they have an already important data. It helps us also to understand what we do not see. For example, if we see the density of the people, where they are concentrated, where I can sell which products, what cities for example, what are they looking in the cities for example, and now we're going to see like the trends. If you see the people with greater frequency in Google, which is an important platform to be able to do this search to see what the people are looking and through that information you can say, oh yes, in the city, they are asking for, I don't know, certain type of biological products, so I can go into that market. Some important elements of the value proposal is on one hand, you have to differentiate what type of benefits the client should expect of your brand, what is different, what good things he is going to receive from you or your product when they consume it. The second one has to deal how, in which way your product or your service solve or satisfy your client's needs, how the benefit that you're giving your client, what type of problem it solves and how it solves. The third important thing of a value proposal, how your brand is different, why they are going to choose you and not other people that sell a similar product and the other one is why. What's the reason they should use your products or consume your products, if you think why, maybe the two products are similar, but because it has ethical environmental reasons, social reasons, etc., and you decide why you consume the product and not another one. Some examples, here we have some examples so you can see how the value proposal is simplified and from here we have many other things, but we will not have time. But here you have four, be green, which are vegetable 100% free of pesticides, so very specific, they're selling you why, 100% free of pesticides, how, what are they doing and what's the difference in this value proposal. The second one, agricultural solution so you can produce more with less. And this is very important, the simple nature, it's key. So quickly the client can say, oh yes, with this I'm going to produce more and with less. The third one has to do with soil data, precise in real time. This was a piece that we needed in the farming. They produce this information and now they satisfy the need as the piece of a puzzle that was needing. And the last one is the financing and what is the benefit and they hook you so you can go and explore with greater detail their services of the food basket. The other aspect of the digital marketing there. Okay, the importance to know who is your client. It's not the same that you sell products through to a person of 15 years old to a person who is 30 or 40 year or 50 or 60 or two groups like families or people that live in certain regions. And that have certain cultural traits. So in your marketing strategy, you have to understand who is your client and above all the profile of your client. For example, the social demographic profile of your client, age, gender, working activity, the schooling that will help you understand more the clients that you will address. To be able to find the adequate channels like a typical example is that the newer generations are using other social networks like tick dog or Instagram and Facebook is for like an older generation for example my age. And it's very important if certain clients, if your product is devoted to young people. Maybe you should use other social network than Facebook. The second one is location. Where are they living and where and how your product will reach them. If it's a physical product or digital. Because the digital reaches immediately but it's important to analyze the behavior. The context where they are. If it's an area where the climate is in a certain way. It's a rural area it's an urban area. What type of area. Where are you going to sell your products and the third one is the behavior. The routine the schedules activities that can enrich. You know for example the most important hour to buy things. For example, if your clients work the whole week and they work Saturday. So maybe they will purchase the things Saturday afternoon where they are free and they can access internet and ask for your products. So it's very important that the digital strategies know the habits of the people that we get on a legal way. And normally this public data and that you can ask directly with the authorization of the client. It's a bit delicate the use of data but normally we use the public information the information that is in social networks. And it's very important not to use the personal data of the people without their approval for the incentives. The goals that you can help them fulfill. For example, if you make digital marketing campaigns you can help other people to fulfill the sales market of selling in other places. If you sell products but you do not have someone to reach the digital market you can understand what are the incentives that the people have that are devoted to this or can train you. Now this is a small introduction and I go quickly to have time for questions and answers. But how to begin if I don't know if I'm not a designer how can I create my brand and how can I do these things? I think it's important to share some tools. And the other slide please. For example, lookup.com. This is a platform that can help you to design your teams in a simple way and to use the artificial intelligence. I can give you an idea of how to make a logo, a name, those type of things. And you can do it free and it can help you. And you have technologies to help you with that. The second one is rockcontent.com. You can generate profiles. You have a work where you can describe how the profile of your user would be. How can you use a logic behind your digital strategy to identify people and to you can understand. Oh yes, the target of my product is to reach this group of people and they can find you better and use digital tools to reach them. And what I said, the data, how we can use the data. For example, in Google Trend, it's a free tool where you can see through countries what people look. For example, organic products, agricultural products of any kind of products that you might use or produce. And you can see what the people are looking for and analyze year by year what they have been looking and what are the products that are increasing. For example, biological products that do not have pesticides, etc. This have an immense increase so you can segment through city, by country, etc. to see where there is greater interest of those products or services. The good thing of digital marketing, if you have access to internet, Facebook and WhatsApp, you can begin. I understand that not everyone has these tools and we have to be very sensible not to leave anyone behind. But if you have those tools, you can start with digital marketing. And the most important thing is to lose your fear. Technology is there to help you so you can reach our goals and do what we want with our products and services. So I will briefly tell you what you can do with Facebook and WhatsApp and an internet account. You can create a fan page. I invented a brand and this came out of luca.com. I did it with five clicks. You have my logo, my name. And I went to a fan page in Facebook to make digital marketing do a fan page. It's much better than a profile. The profiles have limitations. The amount of fans is unlimited. Here any person can give you a like. The content is important. Here you can assign administrator to your fan page. You can have apps. It's a bit more complex, this one, but you can connect with other apps. But the profiles, no. And you can share posts. And then we can have marketing campaigns. You can have access to statistics. It's much more complex. So if you use Facebook to use digital marketing, do it from a fan page. Now quickly, if you go to the Facebook fan page, you will see that there's a manual. And you can see on the right side, the page. You create the page. You put the name. I wrote Cafe Cuenca. And we have the account. And you have a small slogan in Cafe Cuenca. That Cafe Cuenca grows in the higher regions of Latin America. Then ask you information. If you have a webpage, the phone number, an email. And you invite friends. If you had a Facebook account, you can invite one friend. And you can create a page and put the notification. So each time you see a new activity, it will reach you. And that's it. You have your fan page ready to start to promote, make posts and create an activity. In this publication, there are two types of publications. The organic ones, which is the organic reach that has distribution methods. How the people come, how they recommend you to share. And other ones that are inorganic that this do have a cost. When, how many people can reach costs more. So when a company has a content, you can have more people. You can pay a campaign, so it reaches 40, 50, 60,000 people and see how you can translate to your client or Facebook page. Now within Facebook, you can have a store. You can sell through a store in Facebook. I want to clarify here. This varies from country to country because it has to do with the country's regulations. But this is what you have in a Facebook page in Mexico. But that's why if you can go to the menu because the policy is different in each country, but in general, it's going to be similar. Here the difference is that you can go to Metabusiness Suite.  You put Cafe Cuenca, your email, create. And then you will see how you will do the purchasing and you can decide how they want through a web page or a service like PayPal or something to pay. So I'm ending. You can send only to one country and in the end you will create, you finalize your setting and you will have the same fan page that we created just a moment ago. And now you have an icon that is there that says the shop. And so people can access the products and then buy them. And so there you have that as an e-commerce platform. Other possibilities would be on Facebook where you can publish the marketplace at Facebook and you can say, well, I'm selling this coffee at this price at this city and then you expect your friends or some other people and your fan page to answer and respond. And the other possibility is to create local groups where you can actually invite your cooperative and amongst the people who are there you could sell in one city or within a context. You need to be careful with these groups especially because we have seen cases where people go in that can maybe be vandalizing or have fraudulent activities and not very transparent. So I think you need to be very secure, safe and not trust just anyone who asks you or orders something because you need to not give, be careful with your passwords and your confidential numbers, card numbers and so on. Please don't share them just like that with anybody. So in addition to Facebook, you can also use WhatsApp which is a free tool but the only difference is that remember you have WhatsApp for business and the regular WhatsApp and so there's one for WhatsApp for business. So you can always connect your fan page from Facebook and you link it to your WhatsApp on your phone which is one of the things that I've seen more within the agri-food business and you just have to download the app. You have it for iOS and for Android and you have WhatsApp business. That would be a very similar story. You create an account, a business account where you have the cafe cuenca and you configure the application and it will ask you whether you want to transfer your files from the normal WhatsApp to the business WhatsApp and you say yes or no depending on how you want to function and then you write in your profile and you fill out all these fields where you basically offer information about your business. You upload photos and you can have catalogs within your WhatsApp. You can do some very interesting things in the WhatsApp and you can connect with your Facebook profile and from there you can connect to Facebook and you can also connect to Instagram. So you can sell from WhatsApp but you can also sell from the traffic that you attract in Facebook and Instagram and you can also use the computer version which is basically something that you can link together those two devices you can link them up and everything that you created on Facebook you can coordinate within the mobile device and with a mobile internet that will be just more than enough. So the last thing that I want to tell you about the digital marketing are the payments because if you can say well maybe I got a client but he's in a different city and how am I going to get paid and so this is very, very interesting because we have to look at the way we are going to be bank or eyes or digitalized payments and that it has to be inclusive and for everyone to have access to these kind of payments because it's very easy, it's very fast and we can do more transactions at a lower cost than in the traditional way and one recommendation in here I would like to clarify one of the options and the most popular one in Latin America that's the reason why we chose it there are many other options I'm not promoting any one tool or any one platform but this is the one that is most used and that's why I chose it and that's what I based on in mentioning here you can establish the payment Mercado Pago and you can get a link and through WhatsApp you can send that line which says mpayment.la green t-shirt or whatever and the person will tell you the application will tell you when they have already made the payment and then you can simply receive the money and then you can send out the product that they have bought from you and so as you can see this is relatively easy it used to be quite complicated just 10 years ago but I understand that many of you are already using WhatsApp I'm already sending links and you have already uploaded photos you're all very familiar with the WhatsApp interface so all of this that you're seeing looks rather complicated but it's nothing far into what you're already doing it's the same app, same logic and that's what makes it very interesting because we've already got all those apps installed and now we have the opportunity to use it for digital marketing and for e-commerce in general so it's easier and you can have some additional services such as coverage for your clients and you can create packages in other words that they can pay but they can probably not let's say you're sending out a package they just pay you when they are actually in receipt of the package and so that gives them credibility to your business because they know that there is intermediary company that is protecting them that they've received the package so there are so many different ways of payment now and you can use the one that you feel is more convenient for you that's just one that I've mentioned because it's the one that is mostly used but there are many others and again I'm Mexican and I of course observed what is more used in Mexico and so that's why I've mentioned these and so to do digital marketing and to be able to connect to digital platforms you can use any one of these and it changes from one country to the other but there will be a way in your country where you can actually function and so to allow everyone to access these new markets and these new e-commerce tools and create these communities that can offer their products to a wider audience and market and another interesting thing that is very good about this kind of payment methods you can also create catalogs so you don't have to create a separate linkage time date by a product from you so the catalogs help so you can automate these kinds of collections to make it swifter and this ends my presentation this is the last slide perhaps I've gone too fast it's a fascinating topic and frankly the future is calling for digital technologies I don't see any other scenario in the industry or sector that less digital technologies will be used now in fact we're talking about digital economy now and because that digital economy is getting ground by the day I think that the important thing is to be able to show you these tools that you're already using most likely and perhaps just go into some other features and this has to do with inclusion okay thank you very much for this fantastic I think it's very important that through digital marketing we need to be able to increase our products our profits and our income and while being responsible with the environment and cooperate with the climate actions and I think that's the message that I have for you now please leave your fears aside be careful ask the people who know and use those tools and ask around it is always a good time to learn you don't need to validate have anybody validate you you can study yourselves and you can open up new opportunities indoors I see that there are many questions right now and thank you very much is there a schedule a schedule established well it depends on the social networks you saw the question yes you can establish schedules and it's very intelligent to ask such a question because twitter for instance depends on the country but on a global scale twitter is better maybe mid-morning between 9 and 11 in the morning or between 3 and 4 in the afternoon but facebook for instance seems to be more around the mealtime right because it makes sense because we're perhaps eating and then we're checking our facebook which while we eat which is not very good but that's a it's a common thing going on and I think the networks the social networks really depend on the country some countries people have other food schedules meal schedules and some have different climates and so it changes from one country to another the important thing is that you can actually google find out and figure out and you can use a browser like you can ask what's the best time to post an instagram or on facebook and so on next question what aspects must be considered the first condition as our panelist colleagues from the other panel said first thing we need to do is consider connectivity that needs to be functional it is not enough to have internet connection if it's 5k or whatever that cannot be used it's too risky you can lose communication so when you have electronic commerce when you say when you click pay you need to make sure that the connection doesn't get interrupted and so a very important part in the rural territories is that you have a good internet connection functional it has to be the fastest in the world but it has to be functional and based on that it should connect with the communities and the cooperatives to be able to map out value chains and commercial chains that can be easy to take your product from your farm to a local a community that has at least a minimum carbon print so that we can have we can have information about that because we have some sorts of problems of that type also on the one hand that we need functional connectivity and on the other hand we also need training so somebody should train us on this because it's very important thing is nobody used to know about these things and I was just I started with this when I was 30 years and we didn't use this we didn't know anything about that but some we had so we had to learn about this and some of us didn't have the privilege of being trained and having somebody by our side to help us so you need to guarantee training sessions for people to be able to access the technologies and to be able to access them to create value for their communities and the third thing is to promote cooperation through the digital means and this conversation is already fantastic that we have all these people connected I would love to see all your faces but I guess those technologies will be coming up soon I know that I'm getting your feedback and you're there because you're sending me feedback and I'm receiving your questions so functional connectivity is a very important part for the community creation and for value chains that is fundamental can I if I only have access to internet when I go to the city can I still do this yes I can and this is a very common question in the rural areas because sometimes people have connection when they go to a local a near village or near town and maybe the response time is not going to be as as immediate but yes you can and you need to consider something else slowly we will have more connectivity and more coverage and this is a global trend our colleagues have already mentioned that I don't think there is one country saying oh it's not a priority to give connectivity to people no that is coming it's going to so you can start preparing so that and even if your connectivity depends on when you go to the city or to the next town it's okay the connectivity will come to you and then you're already they're all set up and you have the tools you can help your community to transfer that knowledge and I think that's the greatest part of the digital part that you learn about the tools and then you can teach others about them and how to use them and I have had previous experiences for instance we have offered a course on digital technologies to small producers or artisans and in six months they come and tell us well now I'm only doing digital marketing for other artisans so this is a has a multiplying effect right and they can multiply their income keeping maintaining but also helping others and they are hired by their colleagues or other community members that can pay them for help and then they have more sales because of the digital marketing then they can pay your services so there is also a transfer of knowledge and it's profitable so what is the other way of disseminating our fan page and promoting our fan page well there are so many ways of doing this and many schools of thought in that sense but I think that the most important thing is that at the very beginning at least you may have that you have at least two years of organic traffic otherwise your community would be too artificial so at the beginning of your business you need to have people who really you know and that you really know that they are consuming your product and they are going to recommend you and then there are other strategies. What is great about the digital marketing and the technologies is that you can actually have paid campaigns which are that's a traditional thing and other elements with analytics that right now I cannot discuss because I've used my time but I thank you very much for this opportunity I've enjoyed this very much and I hope this has been useful and an introduction so that when you look back you're at your Facebook and your WhatsApp remember that right there you have a technology that is very sophisticated that is ready there that you already know how to use that it's right there ready for digital marketing thank you very much for this invitation and the privilege of being with you perhaps not in the same room physically but we are connected discussing technologies and so I thank you for that