Browsing by Author "Krishna, Yashasvi"

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    Jaipur Rugs, Group 13
    (MICA, 2023) Gaur, Akshay; Vaid, Ayushi; Tomar, Kushagra; Kukreja, Uditi; Verma, Urvi; Krishna, Yashasvi
    1. The village geography was divided across roadways into various castes with low lying areas being occupied by lower caaste such as Regars and high top areas occupied by Rajputs, Baniyas and others. 2. Though there is latent anger between the upper and lower castes, it is still most visible in sarpanch elections and observed in the deeds of the sarpanch which benefits the caste they belong to still and not the village at large. 3. No segregation was visible in public or educational settings yet there were still seperate playgrounds for each community to play in the evening. 4. Earlier, a low caste would not be allowed to even sit beside a higher caste individual but with the changing professional setups leading to economic upliftment, the upgrade is seen not only in necessities but also lifestyle. 5. Fashion has become a key means to display denial of dominance of upper caste over the lower caste.
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    Re-Branding DusDishaa as a Heritage Tourism Organization
    (MICA, 2021) Mahajan, Atin; Srikanthan, Aditya; Arora, Madhavi; Samuel, Noble; Jain, Shashwat; Krishna, Yashasvi
    Dus Dishaa aims to reposition itself as a heritage explorer to appeal to a broader audience, especially the youth. The pandemic has highly impacted the business of Dus Dishaa, and it does not generate revenue during the off-season period. Dus Dishaa’s social presence currently does not translate to offline results, and footfall is not seen accordingly. Repositioning the organization’s image as ‘heritage explorer’ from just a heritage walk tour organizers by organizing on-ground events will increase the consumer engagement thus resulting in an increase in the brand awareness and thereby translating to increase in consumer outreach. Dus Dishaa is a venture based in Prayagraj which provides fascinating experiences around the city through heritage walks, tours and excursions, local and traditional cuisine experiences. They also engage with local art forms, artists, and memorabilia while promoting heritage appreciation. Dr Kavita Gupta, the founder, wears many hats and loves exploring Allahabad with both the locals and tourists to understand the multi layers of the city. Changing customer perception about the organization from being seen as a tour guide company to being perceived as a Heritage Enthusiast facilitator.