Rural Consumer Behaviour

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Rural Consumer behaviour

• North East Indian Culture - Manipuri

Team Shruti Chate Manali Mahindrakar Miloni
Jain Rajasekhar Nair Rohan Walzade Jeby Roy
Guided by Prof. Aisha Mohani
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Introduction

• Manipur
• The Jewel of India
• Nestled in the Lower Eastern Corner of India
• Nagaland in North, Assam to west Mizoram to
  southwest and Myanmar to south east
• Wedged among hills on all sides
• Total area 22,327 km. sq.
• Capital Imphal, 16 Districts
• Population 27.2 Lakhs

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Manipuri Cuisine

• Dishes are typically spicy foods that use chili
  pepper rather than garam masala.
• Oil is uncommon in most Manipuri styles.
• The cuisine here in the state similar to the
  cuisines of Southeast/East/Central Asia, Siberia,
  Micronesia and Polynesia.
• The staple diet of Manipur consists of rice,
  fish, large varieties of leafy vegetables (of
  both aquatic and terrestrial)
• The taste is very different from other Indian
  cuisines because of the use of various aromatic
  herbs and roots that are peculiar to the region
  and list of these aromatic herbs and roots are
  listed below.

Tan Ngang, a bread-food type of Manipur
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• List of Aromatic Herbs and Roots used by the
  Manipuris

• Nungshi hidak (Mint)
• Maroi napaakpi (Hooker chives)
• Maroi naakuppi (Chinese chives)
• Awaa phadigom (Mexican coriander)
• Mayang-ton (Lemon Basil)
• Toning-khok (Chameleon plant)
• Khanghuman / Kanghu-maan (Meriandra
  dianthera,formerly Meriandra bengalensis)
• Mukthrubi (Zanthoxylum armatum / Sichuan
  peppercorn)
• Phakpai (Vietnamese coriander)
• Chantruk (pepper cress)
• Takhel-manao
• Nongmangkha-mapan
• Leipung-khang (Solanum anguivi)

Shinju a Manipuri salad
Chahao kheer (a popular dessert of Manipur)
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Manipuri Dance

• Manipuri dance is one of the eight classical
  dance forms of India.
• Manipuri's consider themselves to be descendants
  of the Gandharvas who were legendary Dancers
  and Musicians in Lord Indras Celestial courts.
• There are a number of dance forms in Manipuri. 
  Such as
• Ras Lila
• Pung Cholom
• Nupa Pala
• Thoibi Dance
• Maibi Dance

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Artifacts

• The rich culture and tradition of the Manipuris
  is also depicted in their handloom clothes and
  handicrafts.
• The Manipuri handloom and handicraft are world
  famous for its craftsmanship as well as
  ingenuity, colourfulness and usefulness.
• Artifacts like-
• The Manipuri saris , Bed sheets , Tribal Shawls
• Dance dolls
• Pottery
• Cane and bamboo work, Wood carving
• Mats made of water reed and curtains are very
  famous across the country.

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Occupation

• Agriculture is the main occupation and the
  largest productive unit of Manipur's economy
• Khutlang System (Meaning Hand to lend out)
  approximately comprising of 10 women
• The tourist season is from October to February
• Keibul Lamjao National Park, Zoological Gardens,
  Sadu Chiru Waterfall, Natural caves are famous
  tourist locations
• Artifacts Bamboo Arts, Pottery

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Symbolism and Material Culture

• Symbols to signify ideas and qualities
• Symbolic culture Gestures, Language, Values and
  Norms.
• Ethnic group-diverse languages
• Meitei (53.00)
• eina nangbu yamna nungsi
• Values and norms
• Marriage Gotras
• Festival Cheiraoba festival

• Physical realm
• Heritage of handloom and weaving
• Major traditional dresses for women comprise
  Innaphi, Phanek, MayekNaibi, KanapPhanek,
  Lai-Phi, and Chin-Phi .
• For men comprises turban (Pagdhi), a jacket and a
  dhoti (KhamenChatpa). 
• Jewellery
• Gems - Chandel and Ukhrul districts.
• Dealers from Jaipur and Mumbai.
• Marei and Heibi Mapal - very distinctive and
  highly artistic bridal jewellery.
• Architecture Kangla fort.

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Ornaments made of beads and gems
Traditional ritual clothing
Tribal ornaments
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Campaign

• The Ema Bazaar, or Nupi Keithel - Mothers Market
  or Womens Market. 
• Main items found here include handloom and
  handicraft products, like earthen pots, knives,
  shawls, puppets and all kinds of dried fish and
  vegetables. 
• Place Branding and Marketing Organic tourism
• Luxury house boats can float in Loktak Lake
• Make in Manipur campaign
• Employment to youths
• Generation of revenue
• Self reliance. 

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Thank you