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Question
The natural life span of a domesticated horse is about 25 – 30 years, 10 years down from what it was in the wild. You can tell a horse’s age from the number of teeth he has. They get all their teeth by the age of 5, after which those teeth just get longer. Horses have close to 360 degree all round vision. The only place they cannot see is directly behind or right in front of themselves, which is why it’s dangerous to stand behind a horse. If they later I it also means that they cannot see a jump once they are about four feet from it, and have to rely on memory as to its height and shape! Each of the horse’s two eyes work independently wherever a horse’s ear points is where the horse is looking. A horse is able to sleep standing up as he is able to lock his leg muscles so that he dosen’t fall asleep. Nor do all horses in the same field ever lie down at once – one animal always stands “on look out” duty.
1) What is the life span of a wild horse?
(2) Why do the horse owners cover their horse’s eyes with blinkers?
(3) What prevents a horse from falling while asleep?
(4)
(a) Falls /shorter/ the mane/ on the/ side/ legged.[Rearrange the words to make a meaningful sentence]
(b) Form antonyms by adding a prefix :
(i) able
(ii) direct
(5)
(a) They get all their teeth by the age of five. [Pick out the prepositions]
(b) If they feel something behind them they may kick. [Rewrite using ‘unless’]
(6) How have horses helped man through the ages?
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Solution
(1) The life span of the wild horse is 35–40 years.
(2) Horse owners cover their horses’ eyes with blinkers to prevent them from getting distracted or startled by what they see around them.
(3) The horse can lock his leg muscles which help him from falling while asleep.
(4) (a) The mane falls on the shorter legged side.
(b) (i) able × disable
(ii) direct × indirect
(5) (a) The prepositions in the sentence are ‘by’ and ‘of’.
(b) They may not kick unless they feel something behind them.
(6) Horses have historically been useful for humans. They have helped us by hauling our heavy loads, helping us traverse great distances and ploughing our fields before the advent of technology. They have also been great pets and loyal warhorses in cavalries.
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RELATED QUESTIONS
Look at the balloons. Which are the qualities inculcated in the author by her teacher? Write them. (2)
Sister Monica, however, wasn't quite as lenient as that, and spent most of the time telling me about the importance of regularity and hard work. She made me realise that success is, like genius, 99 per cent perspiration and 1 per cent inspiration. It's a lesson that has stood me in good stead.
The teachers I'm most grateful to, though, are not those who have taught me the most, but those who have simply been friends to me, believed me and believed in me. Prominent among them is Sudha Ramasubramanium-Rambo, as we used to call her. I didn't know her too well. She taught me in college, and apart from being incredible in class unless one missed class, she also believed that I actualIy had a Problem when I developed an injury (which several doctors found difficult to diagnose). Despite my missing an exam-the HSC, of all exams- she was the only person who told me to concentrate on my health and assured me that I could take the exam off the top of my head any time I wanted to.
I'm not even certain she remembers it, but at the time, it felt like one of the only rays of hope in an extremely dark tunnel. Perhaps few teachers realize how far their influence extends or how much of a difference their actions and words can make. A number of my teachers have unfortunately taught me kindness and tolerance and patience by being precisely the opposite, and quite obviously, they aren't the people I like to think about. But many of my teachers have been extraordinary people, who have not only taught me in class but also helped mould me and my character in every other way. I only hope that I live up to what their endeavors were undoubtedly mean to create.
B2.Answer
(1) What kind of teachers are disliked by the author? (1)
(2) What was Sudha Ramasubramanium's advice to the author when she was going to miss her HSC exam. ? (1)
B3. Match :
Match the words with their appropriate meanings : (2)
| ‘A’ | ‘B’ |
| (i) Prominent | (a) Treatment |
| (ii) Incredible | (b) Natural |
| (iii) Diagnose | (c) Unbelievable |
| (iv) Endeavours | (d) Noticeable |
| (e) Efforts | |
| (f) Identify a disease |
B.4(i) ‘Wh question’
She made me realize that success is, like genius. (1)
(Frame a ‘Wh’ question to get the underlined part as an answer)
(ii) She taught me in college. (1)
(Begin the sentence with ‘I’ and rewrite).
B5. Personal Response
Do you agree that a teacher should also be your good friend? Justify your answer. (2)
Read the passage given below and answer the questions that follow:
1. We sit in the last row, bumped about but free of stares. The bus rolls out of the dull crossroads of the city, and we are soon in open countryside, with fields of sunflowers as far as the eye can see, their heads all facing us. Where there is no water, the land reverts to desert. While still on level ground we see in the distance the tall range of the Mount Bogda, abrupt like a shining prism laid horizontally on the desert surface. It is over 5,000 metres high, and the peaks are under permanent snow, in powerful contrast to the flat desert all around. Heaven Lake lies part of the way up this range, about 2,000 metres above sea-level, at the foot of one of the higher snow-peaks.
2. As the bus climbs, the sky, brilliant before, grows overcast. I have brought nothing warm to wear: it is all down at the hotel in Urumqi. Rain begins to fall. The man behind me is eating overpoweringly smelly goat's cheese. The bus window leaks inhospitably but reveals a beautiful view. We have passed quickly from desert through arable land to pasture, and the ground is now green with grass, the slopes dark with pine. A few cattle drink at a clear stream flowing past moss-covered stones; it is a Constable landscape . The stream changes into a white torrent, and as we climb higher I wish more and more that I had brought with me something warmer than the pair of shorts that have served me so well in the desert .The stream (which, we are told rises in Heaven Lake) disappears, and we continue our slow ascent. About noon, we arrive at Heaven Lake, and look for a place to stay at the foot, which is the resort area. We get a room in a small cottage, and I am happy to note that there are thick quilts on the beds.
3. Standing outside the cottage we survey our surroundings. Heaven Lake is long, sardine-shaped and fed by snowmelt from a stream at its head. The lake is an intense blue, surrounded on all sides by green mountain walls, dotted with distant sheep. At the head of the lake, beyond the delta of the inflowing stream, is a massive snow-capped peak which dominates the vista; it is part of a series of peaks that culminate, a little out of view, in Mount Bogda itself.
5. "Swimming?" Mr. Cao says. "You aren't thinking of swimming, are you?"
6. "I thought I might," I confess. "What's the water like?"
7. He doesn't answer me immediately, turning instead to examine some receipts with exaggerated interest. Mr. Cao, with great off-handedness, addresses the air. "People are often drowned here," he says. After a pause, he continues. "When was the last one?" This question is directed at the cook, who is preparing a tray of mantou (squat white steamed bread rolls), and who now appears, wiping his doughy hand across his forehead. "Was it the Beijing athlete?" asks Mr. Cao.
On the basis of your understanding of the above passage, complete the statements given below with the help of options that follow:
(a) One benefit of sitting in the last row of the bus was that:
(b) The narrator was travelling to:
(c) On reaching the destination the narrator felt relieved because:
(d) Mount Bogda is compared to:
Answer the following questions briefly:
(e) Which two things in the bus made the narrator feel uncomfortable?
(f) What made the scene look like a Constable landscape?
(g) What did he regret as the bus climbed higher?
(h) Why did the narrator like to buy food from outside?
(i) What is ironic about the pair of trousers lent by Mr. Cao?
(j) Why did Mr. Cao not like the narrator to swim in the lake?
(k) Find words from the passage which mean the same as the following:
Read the passage given below :
1. We often make all things around us the way we want them. Even during our pilgrimages we have begun to look for whatever makes our heart happy, gives comfort to our body and peace to the mind. It is as if external solutions will fulfil or needs, and we do not want to make any special efforts even in our spiritual search. Our minds is resourceful − it works to find shortcuts in simple and easy ways.
2. Even pilgrimages have been converted into tourism opportunities. Instead, we must awaken our conscience and souls and understand the truth. Let us not tamper with either our own nature of that of the Supreme.
3. All our cleverness is rendered ineffective when nature does a dance of destruction. Its fury can and will wash away all imperfection. Indian culture, based on Vedic treatises, assists in human evolution, but we are not using our entire energy in distorting these traditions according to our convenience instead of making efforts to make ourselves worthy of them.
4. The irony is that humans are not even aware of the complacent attitude they have allowed themselves to sink to. Nature is everyone's Amma and her fierce blows will sooner or later corner us and force us to understand this truth. Earlier, pilgrimages to places of spiritual significance were rituals that were undertaken when people became free from their worldly duties. Even now some seekers take up this pious religious journey as a path to peace and knowledge. Anyone travelling with this attitude feels and travels with only a few essential items that his body can carry. Pilgrims traditionally travelled light, on foot, eating light, dried chickpeas and fruits, or whatever was available. Pilgrims of olden days did not feel the need to stay in special AC bedrooms, or travel by luxury cars or indulge themselves with delicious food and savouries.
5. Pilgrims traditionally moved ahead, creating a feeling of belonging towards all, conveying a message of brotherhood among all they came across whether in small caves, ashrams or local settlements. They received the blessings and congregations of yogis and mahatmas in return while conducting the dharma of their pilgrimage. A pilgrimage is like penance or sadhana to stay near nature and to experience a feeling of oneness with it, to keep the body healthy and fulfilled with the amount of food, while seeking freedom from attachments and yet remaining happy while staying away from relatives and associates.
6. This is how a pilgrimage should be rather than making it like a picnic by taking a large group along and living in comfort, packing in entertainment, and tampering with environment. What is worse is giving a boost to the ego of having had a special darshan. Now alms are distributed, charity done while they brag about their spiritual experiences!
7. We must embark on our spiritual journey by first understanding the grace and significance of a pilgrimage and following it up with the prescribed rules and rituals − this is what translates into the ultimate and beautiful medium of spiritual evolution. There is no justification for tampering with nature.
8. A pilgrimage is symbolic of contemplation and meditation and acceptance, and is a metaphor for the constant growth or movement and love for nature that we should hold in our hearts.
9. This is the truth!
One the basis of your understanding of the above passage answer the questions that follow with the help of given options:
(a) How can a pilgrim keep his body healthy?
(i) By travelling light
(ii) By eating small amount of food
(iii) By keeping free from attachments
(iv) Both (i) and (ii)
(b) How do we satisfy our ego?
(i) By having a special darshan
(ii) By distributing alms
(iii) By treating it like a picnic
(iv) Both (i) and (ii)
Answer the following as briefly as possible:
(c) What change has taken place in our attitude towards pilgrimages?
(d) What happens when pilgrimages are turned into picnics?
(e) Why are we complacent in our spiritual efforts?
(f) How does nature respond when we try to be clever with it?
(g) In olden days with what attitude did people go on a pilgrimage?
(h) What message does the passage convey to the pilgrims?
(i) Find words from the passage which mean the same as the following:
(i) made/turned (para 3)
(ii) very satisfied (para 4)
Read the following passage and do the activities.
Galaxies are vast clusters of thousands of millions of stars, planets, gases and dust, which are held together by gravity. There are over one thousand million galaxies, and each is a very long way from its nearest neighbour.
Galaxies were formed during the Big Bang explosion about 15,000 million years ago. When this phenomenon occurred, everything that was in the universe flew out in different directions. Scientists believe that the galaxies were formed from lumps of matter that resulted. However, the process is nowhere near complete. The universe is still expanding, galaxies are still moving away from each other, new stars are still being created.
Galaxies are classified according to their shapes. There are three main types. The most common type of galaxy is The Spiral. This has several spiral arms radiating out from the center. Spiral galaxies have a large cluster of stars in their nucleus. The second type is the Barred spiral. In this type of galaxy, the spiral arms curve away from the opposite ends of a sort of bar going through the middle of the nucleus. These contain large amounts of gas and dust as well stars. The third type of galaxy is electrical. These consist almost entirely of stars and contain very little gas or dust. Some galaxies have irregular, uneven shapes and cannot be classified.
(A1) State whether the following statements are true or false. 02
(1) The most common type of galaxy is the barred spiral.
(2) Galaxies are clusters, held by gravity.
(3) Scientists do not believe in the Big Bang explosion.
(4) Galaxies are moving from each other.
(A2) Complete the web chart. 02
(A3)
(a) Find out similar words from the passage. 01
(i) mass (ii) happenings
(b) Give the verb form of the given words. 01
(i) classified (ii) directions
(A4) Identify and name the clause. 02
Scientists believe that the galaxies were formed from the lumps of matter.
(A5) Can there be life in another galaxy? Give reasons for your answer. 02
(B) Read the passage given in Q. 4 (A) and write the summary of it. Suggest a suitable title to your summary. (05)
We were an argrarian people. And my main hobby in my early teens was to wander through paddy field to see the different kinds of birds and how they nest. On the outskirts of the paddy fields, there had been many coconut trees and black palm trees. Beautifully crafted nests of the weaver-birds thookkanaam kuruvikal-would be seen dangling from the ends of palm leaves. Hundreds of these little birds would land on the paddy to squeeze the milk from the tender rice. They would come to the fields when the young stalks come out of the rise-plants. At this stage of the paddy, my father would send me to our field with a tin drum to scare these birds away. But often I have enjoyed the sight of these little birds balancing on the tender stalks and squeezing the milk out of the green rice. When the paddy is ripe enough to harvest, flocks of parrots would land there and cut the ripe stalks with their sharp beaks and fly away with the stalks dangling in their beaks. I have always liked to see this sight also.
The nest of parrots were neatly crafted holes in the trunks of palm trees. I continued to wonder how they made chose holes on the hard trunks until I saw the patient work of the woodpeckers. They were the carpenters and their long, sharp and strong beaks, chisels. They make the holes (in search of worms inside the weak spots of the trunks) and the parrots occupy them. If I heard the sound tak, tak, tak. I knew it was a woodpeckers chiselling a had trunk. I would go after him. It seems that the woodpecker is the only bird which can walk perpendicularly on the tree trunks! How beautiful the sight was! Its strong legs, red crest, the dark red stripe on the face and black beak and the tak, tak, tak sound used to captivate me
A1. Complete the following table :Choose two sentence that appropriately mention the theme of the passage :
(i) The extract deals with the techniques to scare the birds away.
(ii) The extract depicts how parrots make holes on the tree trunks.
(iii) The extract depicts the writer’s love towards the birds.
(iv) The extract deals with the activities of different birds.
A2. Complete the flow-chart :
A3. Complete the following table :
A4. Vocabulary -
Match the pairs of the words in column ‘A’ with their meaning in column ‘B’ :
| Column ‘A’ | Column ‘B’ |
| (i) dangling | (a) connected with farming |
| (ii) squeezing | (b) attract the attention |
| (iii) agrarian | (c) hanging freely |
| (iv) captivate | (d) pressing firmly |
A5. Personal response -
Suggest two measures to increase the number of birds.
A6. Grammer -
Rewrite the following sentences in the way instructed
(i) The paddy is ripe enough to harvest
(Remove ‘enough’ and rewrite the sentence.)
(ii) How beautiful the sight was!
(Rewritte as an assertive sentence)
Read the extract and do the activities that follow:
My mother was still managing Green's, even though its days were numbered. The day after my return I joined her in the small office, where she sat behind her over-large desk, telephone on her right and the latest paperback western before her, ready to be taken up when noting much was happening – which was fairly often. My mother enjoyed reading westerns-particularly Luke Short, Max Brand, and Clarence E Mulfordmuch in the same way that I enjoyed detective fiction. Both genres were freely available in cheap collins ‘White Circle’, edition published during and just after the War.
We discussed the affair of the skeleton in the cupboard, but as there was no longer any mystery about it, there was nothing for me to investigate. However, armed with the key to the store room, I went down to the basement on my own and made a thorough search of all the old furniture, on the offchance that another skeleton moght tumble out of a cupboard or be found jammed into a drawer or trunk. I did find some old tennis rackets, back numbers of Punch, a cracked china chamber-pot, some old postcards of Darjeeling and Simla, and a framed photograph of King Edward the Seventh. I took the copies of ‘Punch’ to my room and read the reviews of all the plays that had been running in London between 1926 and 1930, thus becoming an authority on the theatre in England of that period.
A1. True/False
State whether the following statements are true or false:
(i) The narrator found one skeleton jammed into a drawer
(ii) The narrator did not like to read detective fiction
(iii) The narrator's mother was managing the Green's hotel
(iv) The narrator wanted to be an authority on the English theatre of that period
A2. Write a gist :
Write a gist of the above given extract in about 50 words.
Read the passage given below and answer the questions that follow:
| 1 |
As a novelist and storyteller, I have always drawn upon my memories of places that I have known and lived in over the years. More than most writers, perhaps, I find myself drawing inspiration from the past — my childhood, adolescence, youth, early manhood ... But to talk of my early inspiration I must go back to my very beginnings, to the then small, princely state of Jamnagar, tucked away in the Gulf of Kutch. Here my father started a small palace school for princesses. I was there till the age of six, and I still treasure vivid memories of Jamnagar's beautiful palaces and sandy beaches. |
| 2 | Some of these landmarks are preserved for me in photographs taken by my father, which I have to this day. An old palace with pretty windows of coloured glass remained fixed in my memory and many years later gave me the story, “The Room of Many Colours”, which also inspired an episode in a TV serial called Ek Tha Rusty. I spent a memorable year and a half with him in New Delhi, then still a very new city — just the capital area designed by Edwin Lutyens and Connaught Place, with its gleaming new shops and restaurants and cinemas. I saw Laurel and Hardy films and devoured milkshakes at the Milk Bar, even as the Quit India Movement gathered momentum. |
| 3 | When I was seventeen, I was shipped off to the UK to “better my prospects” as my mother put it. Out of longing for India and the friends I had made in Dehra came my first novel — The Room on the Roof — featuring the life and loves of Rusty, my alter ego. In the 1950s everyone travelled by sea, as air services were still in their infancy. A passenger liner took about three weeks from Southampton to Bombay (now Mumbai). After docking in Bombay, I took a train to Dehra, where I stepped onto the platform of the small railway station and embarked on the hazardous journey of a freelance writer. Railway stations! Trains! Platforms! I knew as long as these were there I would never run out of stories. |
| 4 | I also looked for inspiration in tombs and monuments and the ever-expanding city, but did not find it, and my productivity dropped. Escape from Delhi had become a priority for me. I felt drawn to the hills above Dehra. On the outskirts of Mussoorie I found a small cottage, surrounded by oak and maple trees where the rent, thankfully, was nominal. : |
| 5 |
I'm of the opinion that every writer needs a window. Preferably two Is the house, the room, the situation ... important for a writer? A good wordsmith should be able to work anywhere. But to me, the room you live in day after day is all-important. The stories and the poems float in through my window, float in from the magic mountains, and the words appear on the page without much effort on my part. Planet Earth belongs to me. And at night, the stars are almost within reach. |
1. On the basis of your understanding of the above passage, answer any four of the following questions in 30 - 40 words each:
- What does the writer remember about Jamnagar?
- How did he spend time in Delhi?
- What was the inspiration for the first novel and why?
- What was the importance of trains and railway stations in his life?
- What was the importance of a window in the writer’s life?
2. On the basis of your understanding of the above passage, fill in any two of the following blanks with appropriate words/phrases:
- He was shipped off to UK for ______.
- Everyone travelled by sea because ______.
- The productivity dropped because ______.
3. Find out words/phrases from the passage that mean the same as the following. Attempt any two.
- gulped down/swallowed (para 2)
- early stage (para 3)
- attracted to (para 4)
Read the extract and complete the activities given below :
Luxurious houses on the edge of a big city which one promoter sold with the tagline ‘‘Where Nature peeps through every window.’’ All the advantages of a modern lifestyle but with the added bonus of fresh air. But nature isn’t greenery alone; it also includes wild animals.
While the view from the picture windows was easy on the eye, occasionally, it made them gulp with nervousness. At dusk, wild cats leaped out of the adjoining forest on to the top of the peripheral walls and strolled nonchalantly. Sometimes, they lounged on ledges with their long tails swinging freely, oblivious of the many worried human eyes pinned on them. Their cold yellow aggressive eyes turned black as their pupils dilated with failing light.
Some Mumbaikars paid a lot of money to see leopards on safari in Africa. But to watch them from one’s own home was disconcerting. These predators were out of line, stepping off nature into the city. Why did the leopards not stay within the 100-square kilometre Sanjay Gandhi National Park? Perhaps, the leopards thought that if people could venture into nature to jog, walk and picnic, why couldn’t they hang around apartment blocks? If people could enjoy nature, couldn’t nature savour humanity’s offerings?
Capturing leopards is extraordinarily simple. These curious cats seem incapable of resisting a free meal, walking into baited traps without hesitation. The reason the felines are attracted to their residential community is prey : stray dogs that live on rubbish heaps. Taking care of the food source is the best course of action, the volunteers said.
A1. Rewrite the following sentences as per their occurrence in the extract :
- Instead of capturing leopards we can take care of their food.
- Leopards leave their habitat and enter the human habitat.
- Modern lifestyle and nature both attract the dwellers.
- Leopards can enjoy human surroundings by leaving nature.
A2. Complete the following sentences :
- Nature is a combination of ______ and ______
- The best of both the worlds include ______ and ______
- The wild animals are out of line as ______
- The wild cats are attracted towards residential areas because ______
A3. Find out the words for leopards used in the extract :
- ____________
- ____________
- ____________
- ____________
A4. ‘‘If people could venture into nature to jog, walk, and picnic, why couldn’t the wild animals hang around apartment blocks?’’ Express your opinion.
A5. Rewrite the following sentences in the ways instructed :
- Taking care of the food source is the best course of action.
(Use infinitive form of the underlined word and rewrite.) -
Nature isn’t greenery alone; it also includes wild animals.
(Rewrite it by using ‘not only ... but also’.)
A6. Find a word for each of the following expressions from the extract :
- Enjoy the taste of something
- Embarrassing and confusing to watch
- Not conscious or aware of something or someone
- Relaxed and in an unworried manner
II. Read the passage given below.
| 1 | The North-East of India is a melting pot of variegated cultural mosaic of people and races, an ethnic tapestry of many hues and shades. Yet, these states are lesser explored as compared to the rest of the country. The new generations of travellers who are ‘money rich and time poor’ are increasingly looking for unique experiences --a phenomenon being called the emergence of the ‘experience economy’. For this new and growing breed of tourists, the North-East with its variety and uniqueness holds immense attraction. |
| 2 | A study conducted in 2020 by Dr. Sherap Bhutia, revealed that the foreign tourist arrival in the North-East increased from 37,380 persons in 2005 to 118,552 in 2014. The overall growth rate of tourists (both domestic and foreign) in the North-East was as high as 26.44% during 2005-06. High and positive growth of 12.53% was registered in foreign tourist visits to North-East States of India during 2012 from 2011, which further rose to register a growth of 27.93% during 2013 from 2012. Foreign tourist arrivals in the North-East witnessed a growth of 39.77% during 2014 from 2013, according to data provided from the Ministry of Tourism, Government of India. |
| 3 | The study recommendations for tourism planners included the need to concentrate on some key areas like enhancement of tourist facilities, tourism financing, focus on community involvement and others for the formulation of a sustainable tourism strategy in the North-East States of India. |
i. Infer one reason for the following, based on information in paragraph 1. (1)
The rate of tourism in the North-East of India puzzles tourism officials.
ii. Select the appropriate option to fill in the blanks. (1)
From paragraph 1, we can infer that the ______ and ______ of the North-Eastern states aid attracting the ‘money rich and time poor’ tourists.
1. distinctiveness
2. conventionality
3. diversity
4. uniformity
5. modernity
- 1 & 3
- 2 & 4
- 2 & 5
- 1 & 4
iii. Complete the following analogy correctly with a word/ phrase from paragraph 1: (1)
aroma : cooking : : ______ : painting
(Clue: Just like aroma is integral to cooking, similarly, ______ is/ are integral to painting)
iv. Select the correct option to complete the following sentence: (1)
Travellers advocating the ‘experience economy’ seek a holiday package with ______ (Paragraph 1)
- grand facilities, expensive hotels and excellent services to pamper them.
- a wholesome experience within the budget they have planned for.
- places and cities to buy things from and opportunities to spend money.
- cost-effective services, affordable accommodation and many days of touring.
v. Select the chart that appropriately represents the trend of foreign tourist travels in the North-East, from 2011-2014, as per paragraph 2. (1)
 |
 |
 |
 |
| (1) | (2) | (3) | (4) |
- Option 1
- Option 2
- Option 3
- Option 4
vi. Fill in the blank by selecting the correct option. (1)
The study of tourist travel statistics in the North-East, from 2005 to 2014 showed ______ results.
- expected
- encouraging
- inconsistent
- questionable
vii. Substitute the word ‘witnessed’ with one word similar in meaning, in the following, sentence from paragraph 2: (1)
Foreign tourist arrivals in the North-East witnessed a growth of...
viii. List any 2 examples of ‘tourist facilities’ as referred to, in Paragraph 3. (1)
ix. List one reason why the researchers recommend that the formulation of a tourism strategy in the North-Eastern States of India be sustainable. (1)
x. Select the option that titles paragraphs 1-3 appropriately, with reference to information in the text. (1)
- 1. Full Speed Ahead!
2. Ups and Downs
3. Cause for Concern - 1. Winds of Change
2. Numbers Don't Lie
3. Time for Action - 1. Inspecting Trends
2. Statistically Speaking
3. Let's Investigate - 1. Cause and Effect
2. Dynamic Data
3. Dependable Facts
Read the passage given below:
| (1) | Ratan, a global brand in Dairy products, works on a business model popularly known as, 'The Ratan Model'. This model aims to provide value for money to the customers and protect the interests of farmers simultaneously. | ||||||||||
| (2) | The Ratan model is a three-tiered structure that is implemented in its Dairy production: Firstly, Ratan acts as a direct link between milk producers and consumers that removes the middlemen. Secondly, farmers (milk producers) control procurement, processing and marketing. Thirdly, it is a professionally managed organization. | ||||||||||
| (3) | One can understand the Ratan Model better by taking cognizance of 'Ratan's Target Audience', where it has targeted the mass market of India with no premium offerings and works on providing the best quality products at affordable prices. | ||||||||||
| (4) | So Ratan formulates its pricing policy on the low cost price strategy which has attracted a lot of customers in the past and it continues to do so. | ||||||||||
| (5) | Another stance used by Ratan's Target Audience is based on customer-wise targeting and industry wise targeting. This strategy divides the target audience on the following two bases : | ||||||||||
| (6) |
The above table showcases how Ratan has a diversified customer base. |
||||||||||
| (7) | Industry Based Target Audience: Ratan has segmented milk for various industries such as ice-cream manufacturers, restaurants, coffee shops, and many similar industries. Further, it has segmented butter, ghee and cheese for bakeries, snack retailers, confectioneries, and many more. | ||||||||||
| (8) | The target audience study tells us that Ratan has a strong presence in both Business to Business and Businessto-Customers. | ||||||||||
| (9) | Ratan's marketing campaigns and strategies are implemented in a very attractive way. For example, the story of the 'Ratan Girl' is a popular 'ad' icon. It is a hand drawn cartoon of a young girl. | ||||||||||
Based on your understanding of the passage answer any Six out of the Seven questions given below:
- What does 'The Ratan Model' aim at?
- In dairy production how many tiers are there?
- Ratan acts as a direct link...? Explain.
- "Ratan Target audience is described as a diversified market. Explain with reference to the given table.
- Name the two basis on which Ratan divides the target audience.
- In which two spheres does Ratan have a strong presence?
- Which is the most loved ad icon of Ratan?
