eChapters

Meaning of Marketing

Marketing is an important function of management. Marketing makes the economy strong. Production is meaningless unless the goods and services are exchanged for money. Marketing is related with movement of good from producer to consumer.

Various people have defined marketing differently. A majority of people consider it as selling while some people prefer to call it shopping. Similarly, some people call it merchandising. All these meanings of marketing are partially correct.

Marketing is the sum total of all those activities which move goods and services from the producers to the consumers.

Intellectual Property Rights (IPR) are legal rights, which result from intellectual activity in industrial, scientific, literary and artistic fields. These rights safeguard creators and other producers of intellectual goods and services by granting them certain time-limited rights to control their use. Protected IP rights like other property can be a matter of trade, which can be owned, sold or bought. These are intangible and non exhausted consumption. The term “intellectual property” denotes the specific legal rights which authors, inventors and other IP holders may hold and exercise and not the intellectual work itself (Chadha, 2013). Intellectual property rights are essentially territorial in nature so, where registration is necessary, for patents, registered designs and trademarks, these will not exist in other countries unless registration has been sought and obtained there.

Introduction

Agriculture expanded and forest dwindled. That eventually occurred with the expansion of civilization. Clearing of forests, granted in past, continued in modern times. Cutting of forests reached to such an alarming level that thinking of people turned back to create more forests. Sometimes over extraction of forest resources made forests unstable to yield perpetually according to necessity in future for which forests are turned unsupportive for livelihood and people tried for innovative means to enhance forest productivity in future (Nair 1993). Also with time agriculture faced the similar unfortunate condition towards intensive cultivation. So, peoples’ thinking turned back in agriculture how to make it stable and more supportive for livelihood year after year. Culturally human societies are connected both with agriculture and as well as forests from the time immemorial.

Introduction

Rice is grown 43.7 m ha land in India. It is cultivated in 39.51 m ha under kharif and 4.26 m ha under rabi season. As a whole, rice production in India was 104.32 m t (2011-12) with an average productivity of around 2.6 t ha-1. Majority of rice grown in India in the eastern part of the country comprises the states of West Bengal, Orissa, Chattisgarh, Assam, Bihar and Jharkhand. Maximum area under rice in eastern India in West Bengal (5.94 m ha) with a production of 15.04 mt. Productivity was maximum in West Bengal followed by Jharkhand, Assam, Bihar, Orissa and Chattisgarh (DOSE, MOA, GOA, 2011). There is a plenty of scope to increase the productivity of these region with proper policies and technological interventions. Rice area in eastern region (23.4 m ha) would be divided in different ecologies, namely, irrigated (23.2%), rainfed upland (17.9%), rainfed lowland (43.1%) and flood prone areas (25.1%).

Wilt

Fusarium oxysporum f.sp. carthami

Economic Importance

• The disease was reported for the first time from America in 1950.
• Wilt is a devastating disease infecting the crop right from seedling to maturity resulting in crop losses to varied degrees depending on the severity of infection.
• The disease incidence has been reported in India to the tune of 80 percent under favorable condition.

Introduction

According to Frankel (1957), plant introduction is the transposition of a genetic entity from an environment to which it is attuned to one in which it is untried. According to Bennett (1965), the introduction of wild plants into cultivation and the successful transfer of cultivars, with their genotypes unaltered, to new environments is called as ‘primary’ plant introduction and the rest as ‘secondary’ introduction. However, both are equally meaningful for effective use of plant germplasm.

Types of Plant Introduction

1. Primary Introduction

2. Secondary Introduction

1. Primary Introduction

When the introduced crop or variety is well suited to the new environment, it is directly grown or cultivated without any alteration in the original genotype. This is known as primary introduction. E.g. IR. 8, IR 20, IR 34, IR 50 rice varieties; oil palm varieties introduced from Malaysia and Mashuri rice from Malaysia.

The whole genome sequencing helps the researcher to identify the desired gene and make it useful for the breeding program by transferring that particular gene into improved cultivar. Since, the whole genome sequence is not available for all crops and animals; there is a need of advanced techniques to overcome this problem. One such technique is TILLING (Targeting Induced Local Lesions IN Genomes) and its related technique called Eco-TILLING. TILLING is a reverse genetic approach used to identify the point mutation created by chemical mutagen in the mutagenized population. The chemical mutagen is most widely used and it will create allelic series of mutations which include nonsense, missense, or splice site mutation. The individuals with mutation were pooled by two-dimensional or three-dimensional pooling techniques. These mutations were identified by the formation of heteroduplex complex in the mutated region of the gene. Then, the heteroduplex is cleaved by S1 nuclease family enzyme and were examined in gel electrophoresis which distinguishes heteroduplex from homoduplexes. Now, the identified mutants in gel electrophoresis were subjected to sequencing for confirmation. Eco TILLING is similar to the TILLING except for the mutant population, as we use the natural mutant population in Eco-TILLING; whereas in TILLING we use the artificial mutant population and also pooling is done with reference sample in Eco-TILLING. The advantage of TILLING is that it is a cost-effective, rapid screening of mutant population and a nontransgenic approach as it does not require biosafety measures.

The process through which heat energy is transferred from a body at higher temperature to a body at lower temperature without any material medium between the two bodies is x called radiation. The outer surface of the the Sun is at higher temperature compared to the surface of the earth. Solar radiation is the electromagnetic energy emitted by the Sun. It is the primary source of energy for the Earth’s climate system, driving atmospheric and oceanic circulation, influencing weather patterns, and sustaining life through photosynthesis.2 This energy  travelsthrough space as electromagnetic waves, encompassing a broad spectrum of wavelengths, from high-energy gamma rays and X-rays to ultraviolet, visible, infrared, and radio waves. The portion of this spectrum that reaches the Earth’s surface is crucial for a multitude of processes, making the study of solar radiation fundamental to understanding our planet’s environment. This introduction will lay the groundwork for exploring the characteristics, distribution, and interaction of solar radiation with the Earth’s atmosphere and surface.
4.1. Wave Length of Radiation
The wavelength of radiation refers to the distance between two consecutive peaks or troughs of a wave. It’s a measure of the length of one complete cycle of the wave (Fig. 4.1).

Introduction

Agriculture, in most developing countries is the major industry. More than 50 percent of the labour is working in this sector and its industrial and commercial branches. In these countries, also more than 50 percent of the households‘ incomes are spent for low quality and value foods. Inefficiency of the agricultural products marketing system is the starting place of these problems.

Stock or Gillyflower (Matthiola spp.) belongs to family Brassicaceae. It is a hardy annual, biennial and perennial plant, flowering in terminal clusters. Matthiola incana is ornamentally important and grown for various purposes i.e. cut flower, fragrance, pot culture, etc. This species develops a woody base in areas where it grows as a biennial or short-lived perennial, hence the name of stock. Generic name “Matthiola” was given in the honour of “Dr. Pietro Andrea Gregoria Matthiole” (1501-1577), personal physician of Emperor Maximilian of Austria. “Incana” means “hairy or gray-white” in reference to plant leaves. It exists as both single and double forms and is valued for fragrant flowers that can be used as fresh or dried cut flower. They are excellent pot plants for the greenhouse in winter and spring and provide good cut flowers. Flowers are well arranged on a long column and colours are variable from white to rose, crimson, purple, yellow, mauve, pink, etc. The highly fragrant flowers are used as a garnish, especially with sweet deserts. Many old names were given to Matthiola incana including stocks, sea stocks, wallflowers and wall or gillyflowers.

ORIGIN AND DISTRIBUTION

Matthiola incana is native to the Iberian Peninsula, France, the Apennine Peninsula, the Balkan Peninsula, the British Isles, Turkey and Cyprus. According to Greuter et al. (1986), four species of Matthiola are known in Sicily and its surroundings: M. fruticulosa(L.) Maire, M. incana (L.) R. Br. & Ait., M. tricuspidata (L.) R. Br. and M. sinuata (L.)R. Br. Unlike its congeners, which only have a single taxon in this archipelago,M. incana consists of three infra-specific subdivisions (Lojacono-Pojero, 1888 and Greuter et al. 1986): ssp. incana (L.) R. Br., which is widespread in other insular and continental Mediterranean enclaves, and the narrow endemics ssp. pulchella (Conti) Greuter & Burdet (confined to the islet of Pantelleria) and ssp. rupestris (Raf.) Nyman, distributed in the surroundings of Palermo (Sicily) and in the Aeolids, the Egadian and Ustica, respectively (Raimondo et al. 1994).

Stock earlier known as Leucoium album or Viola alba was later renamed as Mattiola after Dr. Mattioli, an Italian physician and botanist. This was being grown by the ancient Greeks and was linked for its frangrance. In the wild state, stocks are found in the Mediterranean, Egypt, South Europe and in South Africa and two species, Mattiola incana and M. sinuate are among the rare British natives. Ruth et al. (2009) also reported that Matthiola is widespread in the Mediterranean and Irano-Turanian regions. Both single and double forms were grown in Europe from 10^th century onwards and became popular garden flowers. Apart from its countries of origin, Matthiola incana can be found in Australia, Austria, Bolivia, Bulgaria, China, Colombia, Ecuador, Finland, France, Germany, Greece, Ireland, Israel, Japan, Kazakhstan, Mexico, The Netherlands, New Zealand, Peru, Romania, Sweden, United Kingdom and the United States.

There are four major tracts where salt affected soils are commonly met within India. These are:

1. The Semi-arid Indo-Gangetic alluvial tracts (mainly in Punjab, Haryana, Uttar Pradesh and a part of Bihar)
2. The arid tracts of Rajasthan and Gujarat.
3. The arid and semi arid tracts of southern states, particularly of the irrigated rigor (Vertisols) soils.
4. The coastal alluvium

Earlier it was estimated that about 7 million hectares of land have been affected by salinity/sodicity conditions in India. The area under these soils increased and reached to the level 10 million hectares at present.

The core concept of empowerment is the idea of power and thought of control. Empowerment is the process of strengthening, encouraging, obtaining opportunities, and mobilizing assets and resources for the welfare of individuals, groups or masses. Over the past two decades, discourse and focus on the concept of empowerment have steadily and relentlessly increased within international development discourse. Empowerment has evolved to develop a more extensive physical and mental well-being, freedom from domestic violence, unpaid work and reproductive health. However, the wealthy body of work has wrangled the thought of empowerment of women.

Two cornerstone methodologies in genetics, forward genetics and reverse genetics, illuminate the intricate connection between gene sequences and their functions. Forward genetics traditionally entailed laborious steps, beginning with the observation of mutants and culminating in the identification of causal genetic alterations. While effective, this approach was time-consuming and limited in scalability. Recent innovations have revolutionized forward genetics with next-generation sequencing (NGS), genome-wide association studies (GWAS), CRISPR (clustered regularly interspaced short palindromic repeats)-based screens, and advanced computational techniques. These advancements deliver precision and efficiency, enabling researchers to explore gene function on an unprecedented scale. In contrast, reverse genetics initiates its journey armed with sequence data and harnesses the manipulation of genes to observe resultant phenotypic shifts. Traditional reverse genetics, though invaluable, faced challenges like limited precision and scalability. Cutting-edge approaches have transformed the landscape. Techniques such as prime editing, base editing, high-throughput functional genomics, single-cell genomics, and synthetic biology offer unparalleled precision and capacity. They empower scientists to scrutinize gene function at the single-cell level, conducting precise genome editing and large-scale functional genomics studies. These strides in forward and reverse genetics have charted new territories for genetic research.

Introduction
Gene tagging is a fundamental technique in molecular biology and genetics that allows researchers to identify, track and study specific genes within a complex genome. By attaching a recognizable marker or tag to a gene of interest scientists can monitor its expression, location, and function in various biological contexts. This technique has revolutionized genetic research and has numerous applications in biotechnology, medicine and agriculture. Several methodologies have been developed for gene tagging, each with unique advantages and applications. Transposon tagging uses transposable elements to insert marker genes into the genome, creating mutations that can reveal gene function. Reporter gene tagging involves inserting genes like green fluorescent protein (GFP) or beta-galactosidase (lacZ) near the gene of interest allowing researchers to monitor gene expression visually or through enzymatic activity. Epitope tagging involves fusing short peptide sequences to the target gene’s protein which can be detected using specific antibodies, facilitating studies of protein localization and interactions. The advent of the CRISPR/Cas9 system has further refined gene tagging enabling precise insertion of tags at specific genomic locations with high accuracy

Introduction

Crop improvement lies at the heart of ensuring food security, agricultural sustainability, and the resilience of our farming systems. As we confront a world characterized by climate variability, emerging pests, and a growing global population, the need for innovative approaches to crop enhancement becomes paramount. This is where the concept of pre-breeding steps in: a fundamental phase that acts as a bridge between the untamed genetic diversity of wild plants and the refined traits of cultivated crops. Pre-breeding represents the exploration, identification, and incorporation of valuable genetic traits from the vast array of plant species that often remain on the fringes of agricultural attention. These “wild relatives” and underutilized varieties possess traits that have evolved over time to withstand diverse environmental stresses, combat diseases, and adapt to changing conditions. Pre-breeding aims to tap into these reservoirs of genetic potential, merging them with the qualities we value in our cultivated crops. At its core, pre-breeding is a scientific journey of discovery and innovation. It involves the strategic selection and hybridization of plant materials, guided by a vision of enhancing crop performance across multiple fronts. The goal is to create crop varieties that are not only productive and high yielding, but also equipped to thrive in the face of evolving challenges. This involves a delicate dance between tradition and cutting-edge techniques as well as collaboration between breeders, geneticists, and researchers (Qureshi et al. 2014).

Introduction

Fish production in aquaculture has increased dramatically over the last 20 years with an increment of 9-10% per year over the last decade. Microbial disease problems are prevalent in aquaculture as in any other intensive animal or plant production sector. Vaccines are used as disease prevention and can be very effective, however, they do not work at all developmental stages of fish or in all species. Therefore, antibiotics play a major role in control of fish bacterial diseases, although serious concerns have been raised with respect to development of antibiotic resistance and its transfer to human pathogenic bacteria. Also, new EU regulations call for specific license for antibiotic use in aquaculture and this is too costly even for fish farmers.

The urgent need for development and application of non-antibiotic disease control measures has led to research in probiotic organisms. Probiotics are “live microorganisms which when administered in adequate amount, confer a health benefit on the host (FAO/WHO 2001)” and the principle is most widely known from the belief that ingestion of high numbers of lactic acid bacteria (fermented foods) can control human pathogenic organisms in the intestine. Fish pathogenic agents, however, can invade via skin and gills and probiotic organisms may therefore be as efficient if applied to the outer environment of the fish.

Botanical Name : Cocus nucifera Linn. 
Family : Palmae
Origin : South East Asia and Malaysia. 
Chromosome No :  2n = 32
Type of fruit : Drupe.
Type of Inflorescence : Spadix
Useable Part : Kernel

Leaf analysis and its importance

Improved fertilizer management for crops is important in view of today’s need to reduce production costs, conserve natural resources, and minimize possible negative environmental impacts. These goals can be achieved through optimum management of the fertilizer applied. Understanding the crop nutrient requirements and using soil testing to predict fertilizer needs are keys to fertilizer management efficiency.

Plant tissue testing is another tool for use in achieving a high degree of precision in fertilizer management. Timely tissue testing can help diagnose suspected nutrient problems or can simply assist in learning more about fertilizer management efficiency. Leaf analysis (also called stem leaf analysis, tissue analysis or foliar analysis) is the most precise method of monitoring plant nutrient levels. While soil analysis reveals the levels of essential soil nutrients, leaf analysis shows the grower exactly what the plant has successfully absorbed. Leaf analysis is especially helpful in detecting nutrient deficiencies before they affect plant health and yield.

Vegetables are defined as edible herbaceous plants or parts of plants consumed as raw or after cooking and are rich in vitamins and minerals, low in calorific value and neutralize the acid substances produced during digestion of high energy foods. Olericulture is a branch of horticulture that deals with production, storage, processing and marketing of vegetables and has its origin when man started growing vegetables for human consumption. The term Olericulture comes from Latin words holus-holeris = any kind of culinary vegetable, pot herb, and cultura = to cultivate.

Vegetable crops include a large number of plants, mostly annuals and a few perennials, grown for their edible leaves, stem, flower buds, flowers, fruits and roots. Vegetables are integral part of a balanced diet and are considered as “Protective foods” as their consumption prevent several diseases. They have a prominent role in combating malnutrition of animals and human beings.

Intellectual Property (IP) refers to intangible assets that are created through human creativity and innovation. These assets can be legally protected and provide exclusive rights to the creators and owners for a certain period of time.

Importance of IP for Innovators and Entrepreneurs

a) Protecting intellectual property (IP) is essential for fostering innovation and creativity, as it encourages inventors, creators, and entrepreneurs to invest their time, energy, and resources into developing new products, services, and technologies without fear of having their ideas stolen or copied.

For Example, if a software company develops a new program that can revolutionize how people interact with technology, it’s essential to protect the IP of the product by patenting and copyright. This protection ensures that no other company can steal the idea or copy the software, providing an incentive for the software company to invest in the product’s development.

Similarly, if a fashion designer creates a unique design for a dress, they can protect their IP by trademarking the design. This protection provides incentivizes the designer to invest their time and resources into developing new designs, knowing that their creations will be legally protected from copycats.

b) Having intellectual property (IP) protection grants a competitive advantage in the marketplace as it enables creators and owners to have exclusive rights to use, sell, and license their creations without the fear of infringement by others.