#multiplicity of culture # describing Indian culture and its importance on local community and tourism of India#

1. POWER PRESENTA
TION
ON
MULTIPLICITY OF INDIAN CULTURE
AND ITS IMPACT ON TOURISM & LOCALCOMMUNITY
Bachelor’s of Commerce Honours
Batch 2020-2023
Presented By:
Ritika Verma, Kirti Gaur,
Sachin Savita, Prince Rajput
B. Com (Hons.) I Sem. A
Guided By:
Prof. Vishesh Upmanyu

2. INDIAN CULTURE
 CHARACTERISTICS OF INDIAN CULTURE
 INDIAN CULTURAL DIVERSITY
 IMPORTANCE OF INDIAN CULTURE
 TYPES OF CULTURE
 CULTURAL TOURISM IN INDIA
 INDIAN TOURISM AND ATTRACTIONS
 IMPACT OF CULTURAL TOURISM
 CONCLUSION

3. INTRODUCTION
INDIAN CULTURE:
The English word Culture is derived from the Latin term ‘cult’ or ‘cultus’ meaning tilling, or cultivating or refining and worship. In sum
it means cultivating and refining a thing to such an extent that its end product evokes our admiration and respect. This is practically the
same as ‘Sanskriti’ of the Sanskrit language.
Culture is a way of life. The food you eat, the clothes you wear, the language you speak in and the God you worship all are aspects of
culture. In very simple terms, we can say that culture is the embodiment of the way in which we think and do things. It is also the things
that we have inherited as members of society. All the achievements of human beings as members of social groups can be called culture.
Art, music, literature, architecture, sculpture, philosophy, religion and science can be seen as aspects of culture. However, culture also
includes the customs, traditions, festivals, ways of living and one’s outlook on various issues of life.

4. Indian culture is one of the most ancient cultures of the world. The ancient cultures es of Egypt, Greece, Rome, etc. were destroyed with
time and only their remnants are left. But Indian culture is alive till today. Its fundamental principles are the same, as were in the ancient
time. One can see village panchayats, caste systems and joint family system. The teachings of Buddha, Mahavira, and Lord Krishna are
alive till today also and are source of inspiration. The values of spirituality, praying nature, faith in karma and reincarnation, non-violence,
truth, non- stealing, Chastity, Non- Acquisitiveness, etc. inspire people of this nation, today also. Material development and materials
come under civilization while Art of Living, customs, traditions come under culture.
Culture refers to the patterns of thought and behaviour of people. It includes values, beliefs, rules of conduct, and patterns of social,
political and economic organization. These are passed on from one generation to the next by formal as well as informal processes. Culture
consists of the ways in which we think and act as members of a society. Thus, all the achievements of group life are collectively called
culture.

5. CHARACTERISTIC OF INDIAN CULTURE
Traditional Indian culture, in its overall thrust towards the spiritual, promotes moral values and the attitudes of generosity, simplicity
and frugality. Some of the striking features of Indian culture that pervade its numerous castes, tribes, ethnic groups and religious
groups and sects are as follows;
1. Sense of Harmony: Indian philosophy and culture tries to achieve an innate harmony and order and this is extended to the entire
cosmos. Indian culture assumes that natural cosmic order inherent in nature is the foundation of moral and social order. Inner
harmony is supposed to be the foundation of outer harmony. External order and beauty will naturally follow from inner harmony.
2. Tolerance: An important characteristic of Indian culture is tolerance. In India, tolerance and liberalism is found for all religions,
castes, communities, etc. Many foreign cultures invaded India and Indian society gave every culture the opportunity of prospering.
Indian society accepted and respected Shaka, Huna, Shithiyan, Muslim, Christian, Sikh, Jain, Buddhist cultures. The feeling of
tolerance towards all religions is a wonderful characteristic of Indian society. Rigveda says-―Truth is one, even then the Scholars
describe it in various forms. In Gita, Lord Krishna says, ―Those praying others are actually praying me. This thought is the extreme
of tolerance.

6. 3. CONTINUITYAND STABILITY: A special characteristic of Indian culture is – its continuous flow. Since, Indian culture is based
on values, so its development is continuous. Many centuries passed by, many changes occurred, many foreign invaders were faced, but
the light of Indian culture today also is continuously glowing. No Scholar can end its history of like that of the cultures Egypt, Greece,
Rome, Sumer, Babylon and Syria because it is yet in the phase of construction. Indian culture can be understood by looking at its
present cultural standards. The light of ancient Indian culture life is yet glowing. The stability of Indian culture is unique within itself,
even today. Indian culture has always favoured change within continuity.
4. Geographical and Demographic Factors The first striking feature about India is its diversity because of India’s geographical
environment and huge populations. It is difficult to imagine the vast territory that stretches from north to south and east to west as one
continuous territory. It is nearly fourteen times as large as Great Britain and over ten times the size of the entire British Isles. The
temperature varies from extreme heat to extreme cold. The temperate, the tropical and the polar climates are found in India. In terms of
physical features of the population, there is diversity in appearance and complexion, height and figure etc.

7. Republic of India has 3,287,590 km2 It is the 7th largest country by area 1.23 billion 2nd most populous country
New Delhi Originated here are Hinduism, Buddhism, Jainism, and Sikhism. Judaism, Zoroastrianism, Islam and Christianity are also
followed Hindi and English 22 official languages 415 living languages
• Composition : Hinduism (80.5%),Islam (13.4%), Christianity (2.3%), Sikhism (1.9%), Buddhism (0.8%), Jainism (0.4%), Other
(0.7%).
• Largest democratic country in the world. The Indian economy is the world's tenth-largest by GDP.

8. INDIAN CULTURAL DIVERSITY
Indian culture is one of the most diversified cultures in the world. India is the land known for UNITY IN DIVERSITY. Culture can be
studied under – Religions – Festivals – Languages – Dance – Music – Architecture – Cuisine.
It is said that “Unity in Diversity” and it is known for India. India is a diverse country including different states, different regions,
different people with different culture, different languages and different clothing and different food. Indian culture is a colourful combo
of each colour with its importance. People of India are known for their food, their culture, and their everyday routine.
Religions: India is the birthplace of Hinduism, Buddhism, Jainism and Sikhism. Today, Hinduism and Buddhism are the world's third
and fourth-largest religions respectively Festivals. India is called the land of festivals and fairs. There are many different festivals
because of the varied religions. The three national holidays in India, the Independence Day, the Republic Day and the Gandhi Jayanti,
are celebrated across India. Popular festivals include Dussehra, Diwali, Holi, Maha Shivratri, Rakshabandhan, Janmashthami,
Christmas and Ramzan.

9. Languages: The Indian census of 1961 recognised 1,652 different languages in India (including languages not native to the
subcontinent). The 1991 census recognizes 1,576 classified "mother tongues”. The government of India has given 22 "languages of the
8th Schedule" the status of official language. Hindi is most spoken.
It is followed by Bengali and Telugu Dance The Sangeet Natak Akademicurrently confers classical status on eight Indian classical
dance styles: • Bharatanatyam (Tamil Nadu) • Kathak (North India) • Kathakali (Kerala) • Kuchipudi (Andhra Pradesh) • Manipuri
(Manipur) • Mohiniyattam (Kerala) • Odissi (Odisha) • Sattriya (Assam).
Business Etiquette: Meetings should be arranged well in advance. This should be done in writing (email) and confirmed by phone
closer to time – probably no earlier than one week beforehand. Avoid meetings near or on national and regional/state holidays. However
expect meetings, particularly with the senior most people to change at the last moment. If this happens, you need to decide whether to
still go ahead with a “substitute” that may be offered, knowledge of hierarchy will be key to such a decision.
Business over lunch is quite popular, breakfast meeting can often happen without the breakfast. Indians prefer to do business with those
they know. Relationships are built upon mutual trust and respect. In general, Indians prefer to have long-standing personal relationships
prior to doing business. It may be a good idea to go through a third party introduction. This gives you immediate credibility.

10. Multiculturalism: Most tourists who come to India are amazed by personally observing the Indian culture. Since India is vastly
populated, its perpetual cultural diversity is amazingly spread out. Still one thing that is common in these millions of people their
love for the culture. India is the world’s largest democracy. Multiculturalism relates to communities containing multiple cultures.
What makes Indian multiculturalism and multicultural education unique is the fact that diversity is considered a defining feature of
both Indian identity and Indian democracy.

11. Importance of Indian Culture:
Culture is the lifeblood of an Indian society, expressed in the many ways we tell our stories, celebrate, remember the past, entertain
ourselves, and imagine the future. Our creative expression helps define who we are, and helps us see the world through the eyes of
others.
culture provides important social and economic benefits. With improved learning and health, increased tolerance, and
opportunities to come together with others, culture enhances our quality of life and increases overall well-being for both individuals
and communities.
 Individual and social benefits of culture
1. Intrinsic benefits: Participating in culture can benefit individuals in many different ways, some of which are deeply personal. They
are a source of delight and wonder, and can provide emotionally and intellectually moving experiences, whether pleasurable or
unsettling, that encourage celebration or contemplation. Culture is also a means of expressing creativity, forging an individual
identity, and enhancing or preserving a community’s sense of place.
Cultural experiences are opportunities for leisure, entertainment, learning, and sharing experiences with others. From museums to
theatres to dance studios to public libraries, culture brings people together. These benefits are intrinsic to culture.

12. 2. Improved learning and valuable skills for the future: In children and youth, participation in culture helps develop thinking skills,
builds self-esteem, and improves resilience, all of which enhance education outcomes. For example, students from low-income families
who take part in arts activities at school are three times more likely to get a degree than those who do not. Many jurisdictions make strong
linkages between culture and literacy and enhanced learning outcomes, in both public education and in the development of valuable
workforce skills. As trusted community hubs and centres of knowledge and information, public libraries play an important role in
expanding education opportunities and literacy, overcoming the digital divide, supporting lifelong learning, and preparing people for work
in the knowledge economy.
3. Better health and well-being: Participation in culture contributes to healthy populations in several ways. Creativity and cultural
engagement have been shown to improve both mental and physical health. culture is “simultaneously art, creative expression, religious
practice, ritual models and markers of governance structures and territorial heritage, as well as maps of individual and community identity
and lineage.” The link between past efforts to eradicate Indigenous cultures and health issues in today’s Indigenous communities is
increasingly recognized. Research has shown that revitalization of Indigenous cultures plays a key role in supporting the health, well-
being, and healing of individuals and communities.

13.  Economic benefits of culture
The culture sector helps support the economy through direct and indirect job creation. It also helps spur innovation in other sectors
in the form of productivity advancements, regional development, community branding, and increased local tourism.
Contribution to job creation: Economic opportunities created by culture have taken on greater importance as economies transition
from the industrial model, and work based on physical labour, to a new model in which knowledge and creativity drive productivity
and growth. Knowledge-based economies favour ideas to stimulate innovation, and they develop specialized services and highly
customized products to create value. Information, technology, and learning are central to their performance.
Cultural industries can be defined as those whose major outputs have some symbolic value – such as fine arts, film and craft but also
possibly including jewellery design, publishing and fashion.
Creative industries are defined more broadly. These have knowledge as their major input, and in addition to cultural goods and
services could include things like software design and internet services.

14. Cultural Planning: Increasingly, municipalities are recognizing the contribution of culture to sense of place, quality of life, and
community and economic prosperity through a process called “cultural planning.” Cultural planning is led by local governments
and involves broad community engagement to identify and leverage a community's cultural resources, strengthen the management
of those resources, and integrate them in all facets of local planning and decision-making. The process is part of a global trend
toward more place-based approaches to planning and development that take into account four interdependent pillars of community
sustainability: economic prosperity, social equity, environmental responsibility, and cultural vitality. Cultural planning helps create
the environment for culture to flourish.

15. Types of culture
Culture has two types: (i) material, and (ii) non-material. The first includes technologies, instruments, material goods, consumer goods,
household design and architecture, modes of production, trade, commerce, welfare and other social activities. The latter includes norms,
values, beliefs, myths, legends, literature, ritual, art forms and other intellectual-literary activities. The material and non-material aspects of
any culture are usually interdependent on each other. Sometimes, however, material culture may change quickly but the non-material may
take longer time to change. According to Indologists, Indian culture stands not only for a traditional social code but also for a spiritual
foundation of life.
1. Material culture refers to the physical objects, resources, and spaces that people use to define their culture. These include homes,
neighborhoods, cities, schools, churches, synagogues, temples, mosques, offices, factories and plants, tools, means of production, goods
and products, stores, and so forth. All of these physical aspects of a culture help to define its members' behaviors and perceptions. For
example, technology is a vital aspect of material culture in today's United States. American students must learn to use computers to
survive in college and business, in contrast to young adults in the Yanomamo society in the Amazon who must learn to build weapons
and hunt.
2. Non‐material culture refers to the nonphysical ideas that people have about their culture, including beliefs, values, rules, norms,
morals, language, organizations, and institutions. For instance, the non‐material cultural concept of religion consists of a set of ideas and
beliefs about God, worship, morals, and ethics. These beliefs, then, determine how the culture responds to its religious topics, issues, and
events.
When considering non‐material culture, sociologists refer to several processes that a culture uses to shape its members' thoughts,
feelings, and behaviors. Four of the most important of these are symbols, language, values, and norms.

16. Cultural Tourism in India
The name India comes from the word Indus, which has been derived from the Persian word for Hindu, from Sanskrit word “Sindhu”.
Now India is popularly known as “Bharat” and also “Hindustan”. Since ancient times, India has been known for its culture, heritage,
and tradition.
Culture Tourism has a special place in India because of its past civilization as India has been considered the land of ancient history,
heritage, and culture. Historical and archaeological monuments continue to be the biggest draw in attracting international tourists. This
fact has been confirmed by a survey undertaken by the pacific area travel association (PATA).
The government of India has set up the Ministry of Tourism and Culture to boost cultural tourism in India. The ministry in recent years
has launched the ‘Incredible India!’ campaign and this has led to the growth of culture tourism in India. The most popular states in
India for cultural tourism are: • Kerala • Rajasthan • Tamil Nadu • Uttar Pradesh • Uttaranchal • Kashmir • Madhya Pradesh • Assam •
West Bengal.

17. Indian Tourism and Cultural Attractions
Indian tourism is one of the largest growing sectors in the country. Also, it is economically important to the country as it helps to
promote the Indian heritage as well as the culture of the country throughout the world. Let us take a look at few of the Indian tourist
statistics to get an idea about the actual growth in the sector in the recent years.
The World Travel and Tourism Council calculated that the tourism in India generated Rs 14.02 lakh crore or 9.6% of the nation’s total
GDP in 2016. Also, this indirectly helps in giving employment to the people of the country. The recent years has also seen a
significant number of visitor’s growth in the country. About 88.90 lakh foreign tourists visited India in 2016 which is a big rise as
compared to 80.27 lakh in 2015. Indian heritage tourism plays a big role in this significant increase in a number of foreign tourists.
India is rich in natural and cultural resources which play a big part in the booming of the tourism industry. Also, the reports suggest
that Indian tourism competitiveness is much more. The tourism councils rank India 34th out of total countries in the competitiveness.

18. Let us have a look at some of the cultural attraction in India –
Taj Mahal, Agra – Known for its famous history, this monument located in the city of Agra attracts thousands of tourists every year.
The white marble structure still stands tall in its full glory and history for people to experience. It was commissioned in 1632 by the
Mughal emperor Shah Jahan to house the tomb of his favourite wife, Mumtaz Mahal; it also houses the tomb of Shah Jahan himself.

19. City Palace, Jaipur - Located in the capital city of Rajasthan, City Palace Complex consists of the Chandra Mahal and
Mubarak Mahal palaces which hold a great importance in the ancient history of Rajasthan. The palace is a must visit to
experience the intricate architecture of the buildings and the rich history related to those.

20. Red Fort, Delhi – One of the prominent tourist attractions in Delhi, Red Fort has a lot of history and culture to go with it. It attracts many
tourists every year to experience the huge fort complex along with the essence of Indian history. Emperor Shah Jahan commissioned
construction of the Red Fort on 12 May 1638, when he decided to shift his capital from Agra to Delhi.

21. Sanchi Stupa, Madhya Pradesh – It is a famous Buddhist complex located on a hilltop in Sanchi. People from all
over the world visit this place to see the old age architecture fused with the rich history and culture to it. The
Great Stupa at Sanchi is one of the oldest stone structures in India, and an important monument of Indian
Architecture. It was originally commissioned by the emperor Ashoka in the 3rd century BCE.

22. Impact of Cultural Tourism
 Environmental Effects:
1. Preservation of National Heritage and Environment: Tourism helps preserve several places which are of historical
importance by declaring them as heritage sites. For instance, the Taj Mahal, the Qutab Minar, Ajanta and Ellora temples, etc,
would have been decayed and destroyed had it not been for the efforts taken by Tourism Department to preserve them.
2. Depletion of Local resources: Tourism can create great pressure on local resources like energy, food, and other raw materials
that may already be in short supply.
 Cultural Effects:
1. Source of Foreign Exchange Earnings: Tourism is an important source of foreign exchange earnings in India.
2. Undesirable Social and Cultural Change: Tourism sometimes led to the destruction of the social fabric of a community.
The more tourists coming into a place, the more the perceived risk of that place losing its identity. A good example is Goa.
From the late 60s to the early 80s when the Hippy culture was at its height, Goa was a haven for such hippies. Here they came
in thousands and changed the whole culture of the state leading to a rise in the use of drugs, prostitution and human
trafficking. This had a ripple effect on the country.

23.  Social Effects:
1. Contributions to Government Revenues: The Indian government through the tourism department also collect money in more
far-reaching and indirect ways that are not linked to specific parks or conservation areas. User fees, income taxes, renting
recreation equipment, and license fees for activities such as rafting and fishing can provide governments with the funds needed
to manage natural resources.
2. Increase Tension and Hostility: Tourism can increase tension, hostility, and suspicion between the tourists and the local
communities when there is no respect and understanding for each other’s culture and way of life.
 Economic Effects:
1. Generating Income and Employment: Tourism in India has emerged as an instrument of income and employment generation,
poverty alleviation and sustainable human development. It contributes 6.23% to the national GDP and 8.78% of the total
employment in India. Almost 20 million people are now working in the India’s tourism industry.
2. Developing Infrastructure: Tourism tends to encourage the development of multiple-use infrastructure that benefits the host
community, including various means of transports, health care facilities, and sports centers, in addition to the hotels and high-
end restaurants that cater to foreign visitors.

24. Conclusion and Suggestions:
Tourism is one of the most important income generating source. Tourism resources available in the various countries consist at the
same time of space, facilities and values. These are resources whose use cannot be left uncontrolled without running the risk of their
deterioration, or even their destruction. The conservation of historical, cultural and religious sites represents at all times, and notably
in times of conflicts, one of the fundamental responsibilities of the State for which, the State need huge amount for its preservation
and conservation.
For all foreign tourists, any visit to India is a form of cultural tourism. There are; however, those with more explicit interests in the
monumental heritage, the religious heritage, the natural heritage, traditional arts and crafts, music and dance and those help in
formulation its scope. Tourism industry in India is growing and it has vast potential for generating employment and earning large
amount of foreign exchange besides giving a fillip to the country’s overall economic and social development by protecting and
respecting our cultural heritage.