aebmfw tIm¸nssdänMv

(sXmgne[njvTnXw)

almßmKmÔn bqWnthgvknän
tIm«bw

aebmfw tIm¸nssdänMv
\memw skaÌdnsâ `mKnI ]qcWmÀ°w kaÀ¸n¡p¶ t{]mPÎv
dnt¸mÀ«v

Xømdm°nbXv
t]cv : tXmakv tPmÀÖv
cPnÌÀ \¼À : 210021009933
aebmfw hn`mKw
`mcX amXm tImtfPv Xr¡m¡c,sIm¨n

`mcX amXm tImtfPv

 km£y]{Xw
Xr¡m¡c `mcX amXm tImtfPv \memw skaÌÀ
_ncp² hnZymÀ°n tXmakv tPmÀÖv \memw
skaÌdnse sXmgn ]cnioe\¯nsâ `mKnI
]qcWmÀ°w kaÀ¸n¡p¶ t{]mPIvSv dnt¸mÀ«v
kz´w \nebnepw Fsâ \nÀt±i¯neqsSbpamWv
sNbvXXv F¶v CXn\m km£ys¸Sp¯p¶p..

H¸v
A\ojv t]mÄ
(amÀ¤\nÀt±iI³)
(aebmfw hn`mKw AknÌâv s{]m^kÀ)

Øew : Xr¡m¡c
XobXn :

`mcX amXm tImtfPv

 \µn
t{]mPIvSv sN¿phm³ Fs¶ klmbn¨ kÀtÆizc\v
\µn......
Cu t{]mPIvSv ]qÀ¯nbm¡p¶Xn\v th−
t{]mÕml\w \ÂIpIbpw hnhn[ L«§fnÂ
klmbn¡pIbpw sNbvX aebmfw hn`mKw AknÌâv
s{]m^kÀ A\ojv t]mÄ kmdn\pw aäv
A[ym]IÀ¡pw {]tXyIw \µn tcJs¸Sp¯n
s¡mÅp¶p..

`mcX amXm tImtfPv

 DÅS¡w
H¶mw `mKw
BapJw
]ckyNcn{Xw
]ckyhpw ]cky\nÀhN\§fpw
]cky kn²m´§Ä

o »m¡v t_mI-vkv C^Îv

o SRBRA AYhm STARCH tamUÂ
o AIDA kn²m´ww
o AIDCA kn²m´w
o doUnsâ aq¶v '_n' IÄ
o tlm¡nsâ \mev "]n' IÄ
o DAGMAR kn²m´w

]c-ky-L-S-I-§Ä

o Xes¡«v (slUv sse³)

o t_mUn tIm¸n (]cky hniZoIcWw)
o Zriyw (hnjzÂ)
o ap{Z (temtKm)
o s_bvkv sse³ (ap{ZmhmIyw)

`mcX amXm tImtfPv

c−
−mw `mKw
aebmf ]cky§fnse PohnX \nehmcw :
Hcp ]T\w
BapJw
F´mWv PohnX \nehmcw?
 QOL- sâ \nÀhN\w
BZyIme ]cky§fnse PohnX \nehmcw
 ]cky§fnse thj§Ä
þ hkv{X§fneqsSbpÅ hnthN\w
 ]cky§fnse ]Ým¯ew
þ ad¨p hbv¡p¶ Zmcn{Zyw
]pXpXeapdbn ]cky§fn h¶ ]cnWmaw
]cky§fn BUw_c¯n\p {]m[m\yw
 ]cky hniIe\w
þ s]bnâ v ]cky§Ä
þ kzÀ® ]cky§Ä
D]kwlmcw

`mcX amXm tImtfPv

 H∂mw `mKw
]c-ky-s¯¡p-dn¨v..

`mcX amXm tImtfPv

BapJw

`mcX amXm tImtfPv

imkv{X¯nsâ A\´amb km[yX-IÄ Is−¯n
AXv anI¨ coXnbn BhnjvIcn¨v a\pjy³
]ptcmKXnbpsS GSpIÄ ]n¶n«v C¶v Ccp-]¯n
sbm¶mw \qäm-−n F¯nbncn¡p¶p.
Ime¯nsâ ]cnWmat¯msSm¸w \nch[n t\«§fpw
a\p-jy³ ssIhcn¨n«p−v. F¶m Cu t\«§Ä
hyàn]camImsX kaqlw apgph\pw th−n
BIpt¼mÄ D]tbmK{]ZamWv. C¯cw t\«§Ä
kaql¯nte¡v F¯nt¨cp¶Xv ]cky§Ä hgnbmWv.
D¯cm[p-\nI temI¯v kaqla²y¯n ]ckyw
Nnc{]XnjvT t\Snbncn¡p¶p. ]ckyw Hcp
]mTytaJebmbn AwKoIcn¡s¸SpIbpw sNbvXp.

`mcX amXm tImtfPv

]c-ky-N-cn{Xw

`mcX amXm tImtfPv

 ]cky§fpsS Ncn{Xw ]pcmX\ \mKcnIXbnÂ
\n¶v Is−¯m\mIpw. ]s¯m-¼Xmw \qäm−nsâ
a[y¯n apXemfn¯ k¼¯v hyhØbnse Hcp
{][m\ iànbmbn ]cky§Ä amdn. {]m[m\ambn
]{X§fpw amknIIfpw ASnØm\am¡nbmWv
]cky§Ä cq]s¸«ph¶Xv. Ccp]Xmw \qäm−nÂ
UbdÎv sabnÂ, tdUntbm, sSenhnj³, CâÀs\äv,
samss_Â t^m¬ XpS§nb ]pXnb kmt¦XnI
hnZyIÄ D]tbmKn¨v ]cky§Ä AXnthKw
hf˦p.
BZyIme ]ckyw hmsamgn
Bbncp¶p. ]n¶oSv Fgp¯p kma{KnIfpsS Is−¯Â
]cky hmÄt]mÌdpIÄ¡v hgnamdp¶p. A¨Sn
Is−¯p¶Xn\pap¼v aq¶v {][m\ ]cky cq]§Ä
\nehn D−mbncp¶p. D¸¶§sf ]ckys¸Sp¯pI
F¶ e£yt¯msS D¸¶ \nÀ½mXm¡Ä AhcpsS
IÀXrXzw shfns¸Sp¯m³ DXIp¶ ap{Ztbm
ASbmftam D¸¶¯n LSn¸n¡p¶ coXn
]pcmX\Ime¯v hym]I-ambncp¶p.. Cu ]cky
coXnsbbmWv hym]mcap{ZIÄ F¶v hnfn¡p¶Xv.
c−mas¯ ]cky coXnbmWv Su¬ ss{IbÀkv.
]uc·mcn IqSp-Xepw \nc£ccmbncp¶ ]pcmX\
]«W§fnepw \Kc§fnepw HutZymKnI Adnbn¸pIfpw
hmÀ¯Ifpw Adnbn¡phm³ ]«Ww apg¡p¶hsc
\nban¨ncp¶p. ChÀ ]n¡me¯v Nc¡pIsf Ipdn¨pw
tkh\§sf¡pdn¨pw C¯c¯n hnfn¨p ]dªncp¶p.

`mcX amXm tImtfPv

aq¶mas¯ ]cky coXn ssk³t_mÀUpIfmWv.
]pcmX\ CuPn]vXpImÀ, tdmam¡mÀ, {Ko¡pImÀ,
F¶nhÀ ISbpsS ap³`mK§Ä¡pw amÀ¡äv Zn\§Ä
t]mepÅ s]mXp ]cn]mSnIÄ {]Jym]n¡p¶Xn\pw
ASbmf§Ä D]tbmKn¨ncp¶p. BZyIme dosS-bnÂ
kwhn[m\§fpsS k¼¶amb Ncn{Xw ssN\bv¡v D−v.
]Xn\mdpw ]Xnt\gpw \qäm−pIfnse ]{X§fpsSbpw
amknIIfptSbpw hcthmsSbmWv B[p\nI
]cky§Ä cq]s¸Sm³ XpS§nbXv. GXm−v XpS¡w
apX Xs¶ ]{X§Ä A¨SnbpsSbpw hnXcW
¯nsâbpw sNehv Ipdbv¡m³ ]ckyw \ÂInbncp¶p.
C¶v ]cky§Ä AXym[p\nI I−p-]n-Sn-¯-§sf
D]tbmKs¸Sp¯n temI¯nse Xs¶ h³ iànbmbn
amdn¡gnªp. C¶v ]cky§Ä CÃm¯ _nÊn\kv
Akm[yambn amdn¡gnªp.

`mcX amXm tImtfPv

 ]c-kyhpw
\n¿h-N-\-ßfpw

`mcX amXm tImtfPv

]ckyw
hn`n¶am[ya§fneqsS Xncn¨dnbm³ Ignbp¶
{]tbmPIÀ X§fpsS D¸¶§sf ]äntbm
Bib§sf ]äntbm tkh\§sf ]äntbm {]Xn^ew
\ÂIn \S¯p¶ t{]cW kz`mhapÅ hyàn
KXaÃm¯ hnhc hn\nab {]{InbbmWv ]ckyw.

]cky\n¿hN\߃

NTC bpsS Un£Wdn Hm^v

AUzÀssSknwKn ADVERTISEMENT F¶ ]Z¯n\v
\ÂInbncn¡p¶ AÀ°hnhcWw C{]ImcamWv:
hnev]\bv¡mbpÅ D¸¶§fpsStbm tkh\§fpsS
tbm hmNItam tcJobtam cN\mßItam
Nn{XmßItam Bb {]Jym]\amWv ]ckyw F¶mWv.
hnesImSp¯p hm§p¶ Øe¯neqsStbm
kab¯neqsStbm A¨Sn CeIvt{SmWnIv am[ya
¯neqsStbm CXv \nÀhln¡s¸Sp¶p..

`mcX amXm tImtfPv

• B[p-\nI ]cky¯nsâ ]nXmhv F¶dnbs¸Sp¶
BÂ_À«v emk-vIÀ ]cky¯n\v \ÂInbncn¡p¶
\nÀhN\w C{]ImcamWv: “A¨SnbneqsSbpÅ
hn¸\ kmaÀ°yw”..

• Mc camm Erickson F¶ ]cky GP³kn \ÂInb

]cky\nÀhN\w C§s\bmWv: “\¶mbn
]dbs¸Sp¶ kXyw”.

• Kenneth A Longman AUzÀssSknwKv F¶

{KÙ¯n ]cky¯n\v \ÂInbncn¡p¶ \nÀhN\w:
“Hä Bibhn\nab¯neqsS \nch[n BfpIsf
hioIcn¡phm\pw Adnhv \ÂIphm\papÅ
{iaamWv ]ckyw”.

• ]cky¯nsâ Ncn{Xw ]Tn¡phm³ {ian¨

T R Nevelt FgpXnbXv C§s\: “kmaqlnIhpw
km¼¯nIhpw hmWnPy]chpamb hnIk\
{]{InbbpsS ^eambn kzm`mhnIambn hfÀ¶p h¶
H¶mWv ]ckyw”.

`mcX amXm tImtfPv

• Atacn¡³ amÀ¡änwKv Atkmkntbj³
]cky¯n\v \ÂIp¶ \nÀhN\w C{]ImcamWv:
“{]Xn^ew \ÂIn \nÀhln¡s¸Sp¶ Bib
§fpsStbm D¸¶§fpsStbm tkh\§fpsStbm
AhXcWtam {]NmcWtam BWv ]ckyw.
Xncn¨dnbmhp¶ {]tbmPI\pÅ Cu {]{Inb
hyànKXambncn¡pIbnÔ.

• John S Wright C{]ImcamWv ]ckys¯ \nÀhNn¨Xv:

“_lpP\ am[ya§fneqsS \nÀhln¡s¸Sp¶
\nb{´nXhpw Xncn¨dnbm³ Ignbmhp¶Xpamb hnhc
hn\nabhpw F¶m hioIcWhpamWv ]ckyw”.

`mcX amXm tImtfPv

 ]c-ky
kn≤m-¥-߃

`mcX amXm tImtfPv

]e ]SnIfneqsSbmWv Hcp ]ckyw D]t`màmhns\
kzm[o\n¡p¶Xv. Hmtcm ]Snbpw ^e{]Zambn Xocp
sa¦n am{Xta ASp¯ ]Snbnepw kpKaamb
ImÂsh¸v km[yamhpIbpÅq. GWn¸SnIÄ
Hmtcm¶mbn Nhn«n¡bdn D¸¶w hm§pI F¶
{Inbbnte¡v D]t`màmhns\ \bn¡pw
hn[¯nembncn¡Ww ]cky§fpsS DÅS¡w F¶v
kmcw.
o ]cky¯n\v imkv{Xob ASn¯d \ÂInb {]_e
kn²m´§Ä \ap¡v ]cnNbs¸Smw.

»m¡v t_mI-vkv C^Îv

icnbmbn D]t`màm¡fpsS CSbnÂ

]{X]ckyw sN¿pIbmsW¦n AXnsâ ^ew
hn¸\-bn {]Xn^en¡pw.]cky§fpw D]t`màmhnÂ
Fs´ms¡tbm kzm[o\w sNep¯p¶p F¶Xmbncp¶p
kn²m´w.

]ckyw D]-t`m-àmhv hnÂ]\

`mcX amXm tImtfPv

 SRBRA AYhm STARCH tamUÂ
1920 Ifn Um\nb ÌmÀ¨v
]ckyw ^e-h-¯m-I-W-sa¦nÂ, C§-s\-bmhWsa¶v
Cu kn²m´w apt¶m-«p-sh-¨p.

1. Must be Seen
2. Must be Read
3. Must be Believed
4. Must be Remembered
5. Must be Acted upon

ImWs¸SWw, hmbn¡s¸SWw, hnizkn¡s¸SWw,

HmÀ½n¡s¸SWw, {]hÀ¯n]Y¯n F¯Ww.
A-§-s\-bpÅ ]c-kyta ^e-{]-Z-amIp F¶Xm-bn-cp¶p
ÌmÀ¨nsâ kn-²m-´w.-Ir-XyXbpsS A`m-h-am-bn-cp¶p
Cu kn²m-´-¯nsâ Gähpw henb t]mcm-bva.

AIDA kn²m´w
1920 Um\ntb ÌmÀ¨v Cu
kn²m´w apt¶m«ph¨p.

`mcX amXm tImtfPv

 ATTENTION

INTEREST

DESIRE

ACTION

]ckyw D]-t`m-àm-hnsâ {i² ]nSn-¨p-]-äp-¶p.-

D-¸-¶-§-fn XmÂ]cyw krjvSn-¡p-¶p. -kz-´-
am¡phm-\pÅ B{K-lw hfÀ¯p-¶p.-D-Xv]¶w hm§pI
F¶ {Inb-bn-te¡v \bn-¡p-¶p.

AIDCA kn²m´w
AIDAbpsS hn]p-eo-I-c-Wsa¶ \ne-bn AIDCA
Fs¶mcp kwt£-] kw-Úbpw Iq«ntNÀ¡s¸«n«p−v.
CXnse C kqNn¸n¡p¶Xv CONVINCE F¶
hm¡mWv. ]c-ky-¯n-eqsS ]d-bp¶ Imcys¯
¸än \mw t_m[ys¸-SWw F¶mWv ChnsS kqNn-
¸n-¡p-¶-Xv.

`mcX amXm tImtfPv

 doUnsâ aq¶v "_n'IÄ

1. BELIEVENESS (hnizkvXX)
2. BOUNCE (IpXn¡pI)
3. BENEFITS ({]tbmP\w)

Dick Hodyson sâ Ub-dIväv sdbn B³Uv sabnÂ

HmÀUÀ F¶ ]pkvX-I-¯n D²-cn-¡-s¸-«n-cn-¡p-¶p.

tlm¡nsâ \mev "]n'IÄ

1. PICTURE (Nn{Xo-I-cWw)
2. PROMISE (hmKvZm\w)
3. PROVE (sXfnbn¡pI)
4. PUSH (XÅpI)
amÀ«n³ sUbve-dnsâ ‘Elements Of Marketing’
{KÙ-¯n \n¶v.

`mcX amXm tImtfPv

 DAGMAR kn²m´w

1961 Â Russell Colly {]kn-²o-Icn¨

Defining Advertising Goals For Measured Advertising Results
F¶ {KÙ-¯n apt¶m-«p-sh¨ kn²m-´-amWv
DAGMAR kn²m-´w.
Hcp D]t`màmhns\ e£yw hbv¡p¶
]cky¯n \mev LSI§Ä D−m-IWw

1. {_m³Uns\ Ipdnt¨m I¼\nsb Ipdnt¨m DÅ

Aht_m[w krãn¡Ww.

2. D¸¶¯nsâ hniZmwi§fn D]t`màmhn\v

Fs´ms¡ {]tbmP\§Ä e`n¡pw F¶ hnhcw
D−mIWw.

3. AXv hm§phm³ th− D¯a t_m[yw

krãn¡Ww.

4. AXv hm§phm³ t{]cn¸n¡Ww.

`mcX amXm tImtfPv

 ]c-ky
LS-I-߃

`mcX amXm tImtfPv

]c-ky-L-S-I߃

Xes¡«v

t_mUn tIm¸n

Zriyw

ap{Z

s_bvkv sse³

`mcX amXm tImtfPv

1. Xes¡«v (slUv sse³)

]cky cN\bn Gähpw

{]m[m\yaÀln¡p¶Xmb LSIamWv Xes¡«v.
D]t`màmhnsâ I®pIsf ]nSn¨p \nÀ¯p¶
Xmbncn¡Ww Hcp Xes¡«v. ]cky Xes¡«pIÄ
hmb\¡mc\n krãn¡p¶ Nn{Xw AXv ]ckyw
sImSp¯ncn¡p¶ D¸¶¯nsâtbm tkh\
¯nsâtbm Bbncn¡Ww. AÀ°iq\yamb,
s]mÅbmb Hähm¡pIÄ D]tbmKn¡p¶Xnt\¡mÄ
\ÃXv hm¡pIÄ A[nIapÅ Xes¡«pIÄ BWv.

2. t_mUn tIm¸n (]cky hniZoIcWw)

t_mUn tIm¸n AYhm ‘sSIvÌv’ F¶ Cu

LSI¯n {i², hnizmkyX, XmÂ]cyw F¶n§s\
D¸¶w hm§phm³ D]t`màmhns\ \bn¡p¶
hi§Ä D−mhWw. Xes¡«nsâ bpànklamb
XpSÀ¨ F¶ \nebn hmb\¡mc³ t_mUn tIm¸n
hmbn¡phm³ {ian¡pt¼mÄ XpSÀ¶p hmbn¡phm³
Abmsf t{]cn¸n¡pwhn[w D¸¶¯nsâ
hniZmwi§fpw {]tbmP\§fpw BIÀjIamb
hn[¯n t_mUn tIm¸nbn D−mbncn¡Ww.
t_mUn tIm¸nbpsS cq]LS\bn \mev LSI§Ä

`mcX amXm tImtfPv

D−v. Xes¡«ns\bpw t_mUn tIm¸ntbbpw X½nÂ
_Ôn¸n¡p¶ BapJw, ]cky¯nsâ hmKvZm\§fpsS
hnizkvXX sXfnbn¡p¶ XpSÀJÞnI, hmb\¡mcs\
D¸¶w hm§phm³ t{]cn¸n¡p¶ ]co£Whncmaw,
{Inbbnte¡v D]t`màmhns\ F¯n¡p¶
t{]cWhncmaw F¶nhbmWv Ah.

3. Zriyw (hnjzÂ)

]cky¯n Nn{X¯n\v henb Øm\w

Xs¶bmWpÅXv. hm¡pIÄsIm−v ]dbmhp¶XnÂ
A[nIw Imcy§Ä Nn{X¯neqsS kwthZ\w sN¿m³
km[n¡pw.. AXn\mÂXs¶ hm¡pItf¡mÄ
hmNmeamb Nn{Xw kq£vaXtbmsS thWw ssIImcyw
sN¿phm³.. ]cky¯nsâ AÀ°¯n\v tbmPn¡m¯
Nn{Xw ]cky¯nsâ \mi¯n\v hgnsXfn¡pw.

4. ap{Z (temtKm)
Hcp D]t`màmhnsâtbm
I¼\nbpsStbm \maw D]t`màm¡fpsS a\ÊnÂ
X\natbmSpw hyànXzt¯mSpw Xncn¨dnbm³ Ignbpw
hn[w D]tbmKn¡p¶ Nn{XoIcWtam, A£c§fpsS
{IaoIcWtam BWv temtKm AYhm ap{Z.

`mcX amXm tImtfPv

5. s_bvkv sse³ (ap{ZmhmIyw)

]cky¯nsâ {][m\s¸« LSIamWv

t_bvkv sse³ AYhm ap{ZmhmIyw. Hcp ]ckys¯
hnPb¯nse¯n¡m³ \sÃmcp ap{ZmhmIy¯n\v
km[n¡pw.

`mcX amXm tImtfPv

 c≠mw `mKw
aebmf ]cky§fnse PohnX
\nehmcw : Hcp ]T\w

`mcX amXm tImtfPv

BapJw

`mcX amXm tImtfPv

 c−p `mKambn AhXcn¸n¡p¶ Cu
t{]mPIvänsâ c−mwL«w aebmf ]cky§fnse
PohnX \nehmcw Hcp ]T\w F¶ hnjbamWv.
Contemporary Advertising F¶ {]kn²
]cky ]mT]pkvXI¯nsâ cNbnXm¡fmb William
F Aren – \pw Courtland L Bovee – bpw
]cky¯n\v \ÂIp¶ \nÀhN\w XnI¨pw ka{Khpw
kaImenIhpamWv.Cu \nÀhN\¯n ]cky¯nsâ
kz`mhw Fs´¶v hyàam¡p¶p−v. Ah asäm¶paÃ
‘t{]cW’bmWv. Cu Bibw DÄs¡m−mWv ]ckyw
cq]s¸«Xpw ]n¶oSv hfÀ¶p h¶Xpw. X§Ä
\nÀ½n¡p¶ D¸¶w D]t`màm¡Ä hm§p¶Xn\mbn
]cky IÀ¯m¡Ä ]cky§Ä XnI¨pw kÀ¤mßIhpw
BIÀjWhpambn \nÀ½n¡p¶p.
D¸¶¯nsâ hn]Ww hÀ²n¸n¡p-hm\mbn
]cky§fn PohnX \nehmcw DbÀ¯n Im«p¶Xv
Hcp s]mXp-{]-h-WXbmWv.kaql¯n km¼¯nIambn
DbÀ¨bpÅhcpw ]nt¶m¡apÅhcpw Hcpt]mse
hm§p¶ D¸¶amsW¦n IqSnbpw Zmcn-{Zy-s¯bpw
km[m-cW-¡mcsâ PohnX \nehmcs¯bpw ad-¨p
h-bv¨p-sIm−v BUw-_-c-¯n\p {]m[m\yw \ÂIp¶ ]c-
ky-§sf hnebncp¯nsIm−pÅ ]T\amWv c−mw
L«w sIm−v e£yw hbv¡p¶Xv .

`mcX amXm tImtfPv

]pXpXeapdbn ]cky \nÀ½nXnbn h¶
]cnWmahpw ChnsS ]Tn¡phm³ {ian¡p¶p.
BIÀjW¯n\mbn ]e kn\namXmc§sfbpw
DbÀ¶ PohnX \nehmcs¯bpw Nn{Xo-I-cn-¡p-t¼mÄ
Hcp km[mcW hyànbpsS Pohn-¡m-\pÅ
AhImis¯bpw kzmX{´ys¯bpw AXv
NqjW hnt[bam¡ptam F¶ k¦ev]amWv Cu
hnjbw XncsªSp¡m³ F\n¡v t{]cW \ÂInbXv.
.

`mcX amXm tImtfPv

 F¥mW v
Pohn-X -\n-e-hmcw ?

`mcX amXm tImtfPv

 PohnX \nehmcw F¶Xv Hcp hyànsbtbm
Asæn Hcp kaqls¯tbm _m[n¡p¶ Hcp
LSIamWv. Hcp hyànbpsS k¼¯v, BtcmKyw,
sXmgnÂ, PohnXssien XpS§nbhsbÃmw PohnX
\nehmcs¯ \nÝ-bn-¡p¶ LS-I-amWv. PohnX¯nsâ
hnhn[ LS-I-§sf ASn-Øm-\-am¡n hyànIÄ--
-¡nSbn PohnX \nehmcw hyXymks¸Sp¶p.
Hcp kaql¯nsâ kmaqlnI k¦oÀWX
hnebncp¯p¶Xn\pÅ Hcp coXnimkv{X ]T\amWv
‘ Engaged Theory ’. Cu kn²m´w Ass¹Uv dnkÀ¨v
F¶ tPWen PohnX \nehmcs¯ \mep
taJeIfpsS ASnØm\¯n hnhcn¡p¶p.
1. ]cnØnXn
2. km¼¯nI imkv{Xw
3. cm{ãobw
4. kwk-
kwk-vImcw
Hcp hyànsb DbÀ¶ PohnX \nehmcapÅ
hyànbmbn kaqlw ]cnKWn¡p¶Xn\v ta¸dª
\mep taJeIÄ kzm[o\w sNep¯p¶p−v.
{]tXyIn¨v k¼¯pw PohnXkml-N-cyhpw
sa¨s¸«XmhWw F¶ Nn´mKXnbpsS hàm¡fmWv
]pXpXeapd--bnse sXm®qdp iXam\w hyànIfpw..
F¶m sNdn-sbmcp iXam\w BfpIÄ
emfnXyw t{]mÕmln¸n¡p¶hcpamWv. kaq-l -
Po-hn-X-¯nepw kmt¦XnIhnZybpsS D]-tbm-K¯nepw
s]mXp-ta-Jetkh\§sf B{ibn¡p¶Xnepw FÃmw

`mcX amXm tImtfPv

anXXzw ]men-¡p-¶-h-cmWv c−m-as¯ Iq«À..
F¶ncp¶mepw kaql¯n DbÀ¶ PohnX
\nehmcapÅhcmbn Chsc IW¡m¡p¶nsænepw
sa¨s¸« PohnX \nehmcapÅhcmbn Chsc
]cnKWn¡p¶p.. F¶m sa¨s¸« PohnX
\nehmct¯¡mÄ C¶v IqSp-X Bfp-Ifpw DbÀ¶
PohnX \nehmcapÅhcmIm\mWv ]cn{ian¡p¶Xv.
`£Ww, ]mÀ¸nSw, kmaqlnI kpc£, CSs]SÂ
XpS§nb ASnØm\ kuI-cy-§Ä kz´-am-bn-«pÅ
hyànIsfbmWv C¶v PohnX \nehmcw DÅ-h-cmbn
IW-¡m-¡p-¶-Xv.
kmaqlnIambn X§fpsS \nehmcw
DbÀ¯n¡m«m³ DbÀ¶ \ne-hmcw CjvS-s¸-Sp-¶-hÀ
]mÀ¸nSw, hkv{Xw F¶nh BUw_c ]qÀ®am¡p¶p..
AXn-\m PohnX \nehmcw ASnØm\ LS-I-
§-fn-sem-¶mbn BUw_cs¯ IW¡m¡p¶p.. \Ã
]mÀ¸nSw DÅhÀ AYhm \à hkv{X[mcW
\S¯p¶hÀ DbÀ¶ PohnX \nehmcw ]peÀ¯p¶p
F¶ ImgvN¸mSnte¡v kaqlw F¯nt¨À¶p..
km¼¯nI imkv{XÚ\pw Ncn{XImc\pw
kmaqlyimkv{XÚ\pamb epUznKv thm¬ anskkv
C¶s¯ PohnX \nehmcs¯ hnebncp¯p¶Xv
C{]ImcamWv.“C¶s¯ BUw_camWv \msfbpsS
A\nhmcyX. Hmtcm apt¶ähpw BZyw hcp¶Xv
BUw_cambmW,v Ipd¨pkab¯n\ptijw FÃmhcpw
\nÊmcambn FSp¡p¶ Hgn¨pIqSm\mhm¯
Bhiyambn Ah amdp¶p”. BZyIme P\§fpsS
PohnX \nehmchpw C¶s¯ PohnX \nehmchpw

`mcX amXm tImtfPv

XmcXays¸Sp¯pt¼mÄ C¶v BUw_cw ]c-a-{]-[m\
LS-I-ambn ]c-ky-§-fn I−p-h-cp¶p.. epUznKv
]dªt]mse Ipd¨p kab¯n\ptijw Ah
FÃmhcptSXpambn amdpw.. k¼¯pw BUw-_-chpw
PohnX \nehmc¯nsâ apJyLSIambn amdp¶p..
km¼¯nI ]ptcmKXnbneqsS km[yamIp¶
kmwkvImcnIhpw kmaqlnIhpamb ]ptcmKXn
\ho\amb PohnX\nehmc¯nsâ {]Xn^e\ambn
amdp¶p..

`mcX amXm tImtfPv

QOL˛ s‚
\n¿h-N\w

`mcX amXm tImtfPv

 temImtcmKy kwLS\bmb QOL(Quality Of Life)
PohnX\nehmcs¯ \nÀhNn¡p¶Xv C{]ImcamWv.
“Hcp hyànbpsS PohnX¯n Ah
Pohn¡p¶ kwk-vImc¯nsâbpw aqey--hyhØbpsSbpw
]Ým¯e¯n AhcpsS e£y§Ä,, {]Xo£IÄ,,
am\ZÞ§Ä,, Bi¦IÄ F¶nhbpambn _Ôs¸«
AhcpsS PohnXs¯ Ipdn¨pÅ [mcW”bmWv Pohn-X-
\n-e-hm-cw.
PohnX\nehmc¯nsâ ASnØm\ kqNI§fnÂ
k¼¯vv, sXmgnÂ,, kwk-vImcw,, hnZym`ymkw,,
kmaqlnIw,, BtcmKyw F¶nhsbÃmw DÄs¸Sp¶p.

`mcX amXm tImtfPv

BZy-Ime ]c-ky-ßnse
PohnX \ne-hmcw

`mcX amXm tImtfPv

 D¸¶s¯ B{ibn¨mWv
]cky§fnse PohnX \nehmcw. F¶m BZyIme
]cky§Ä Cu am\ZÞt¯mSv tNcp¶hbmbncp¶nÃ.
C¶s¯ ]cky--§sf AS-n-Øm-\-am¡n BZyIme
]cky§sf hnebncp¯pt¼mÄ BUw_cw Xosc
CÃmbncp¶psh¶v IcpXphm³ km[n¡pI-bnÃ.
BUw_cw ]cky§fpsS `mK-ambncp¶psh¶Xv
FSp¯p ]dtb−hbmWv. BZyIme§fnse s]bnâv
]cky§Ä, kzÀ® ]cky§Ä hnebncp¯pt¼mÄ
]cky§fn ImWp¶ ]mÝmXy\nÀ½mW ssienIfn
epÅ sI«nS§fpw kzÀWm`cW§fpw BUw_c s¯
t{]mÕmln¸n¡p¶hbmWv.
s]bnâv ]cky§Ä Ime¯n\\pkcn¨v
hyXymk§Ä hcp¯nbncp¶p. F¶m Hcp
km[mcW¡mcsâ PohnX \nehmchpambn _ÔapÅ
]cky§Ä A[n-I-sam¶pw \nÀ½n¡s¸«n-«nÃ. kzÀ®
]cky§fpw C¯cw am\§Ä DÄsIm−v
\nÀ½n¡p¶hbmbncp¶p. kzÀ®w F¶Xv BUw_c
hkvXphmbn amdnbXv AXnsâ aqeyw sIm−v
am{XaÃ.. PohnX \nehmc§fpsS hnthN\s¯
FSp¯p-Im-«p-¶-Xn-eq-sSbmWv. C¯cw ]cky§fnÂ
efnXamb PohnX\nehmcapÅhsc \ap¡v ImWp-hm³
km[n-¡p-I-bnÃ.BUw_c¯n\mWv kzÀ®]cky§Ä
{]m[m\yw \ÂIp¶Xv. C¶pw Ah aebmf ]cky
§fn XpScp¶p−v F¶Xv Gsd {it²-b-am-Wv.

`mcX amXm tImtfPv

]c-ky-ßnse thj-߃
- hkv{X-§n-eq-sS-bpÅ hnth-N\w

`mcX amXm tImtfPv

 BZyIme aebmf ]c-ky-
ky§-fnÂ
aebmfnIfpsS {]nbs¸«
H¶m-bn-cp¶p ‘h\
\ame ’
F¶ Ae¡p tkm¸nsâ
]ckyw.

aebmfnIfpsS CjvS kn\n-am-Xm-c-

c§-fmb
Imhyam[h\pw
kn²nJpamWv
‘h\ame’ bnse
tI{µIYm]m{X§Ä Ä.
Cu ]cky¯nÂ
BZyIme PohnX \nehmcs¯
nehmcs¯ hkv{X¯neqsSbpw
PohnX coXnIfneqsS
coXnIfneqsSbpw hyàam¡p¶p..

]cky¯nsâ
Bcw`¯n km[mcW
¡mcpsS Ae¡p ssien
hyàam¡p¶p. kz´ambn
InWdpw aäpanÃmXncp¶
anÃmXncp¶
km[mcW¡mÀ ]pgtbmc§fnepw \ZnXoc§fnepamWv
Xoc§fnepamWv
X§fpsS hkv{X§Ä Ae¡nbncp¶Xv. Cu kqN\
\ÂIns¡m−mWv
−mWv ]ckyw Bcw`n¡p¶Xv
Bcw`n¡p¶ .

`mcX amXm tImtfPv

AXn\mÂXs¶ BZyIme ]cky§Ä BUw_c
t¯msSm¸wXs¶ Nne-t¸mÄ km[mcW¡mcsâ
PohnX\nehmc¯n\pw {]m[m\yw \ÂInbncp¶psh¶v
Ch kqNn¸n¡p¶p. hkv{X§fpsS hnthN\w Cu
]cky¯n FSp¯p ]dtb−XmWv. Imhyam[h\pw
aäp kv{XoIfpw km[mcW hkv{X[mcWamWv
\S¯nbn«pÅXv. C¶s¯ ]pXpXeapd¡mÀ H«pw
kzoIcn¡m¯, ^mjsâ kqN\bnÃm¯ efnXamb
hkv{X[mcWw. F¶m , Ahbn \n¶v Gsd
hyXykvXamWv kn±nJnsâ hkv{X[mcWw.h\ame
tkm¸v hn¡m³ IS¶phcp¶ kn±nJv
AhnsSbpÅ P\hn`mK§fn \n¶v Ipd¨pIqSn
DbÀ¶ PohnX\nehmcw ]peÀ¯psh¶v
kqNn¸n¡phm³ DbÀ¶ DtZymKØsct]mse
]m³kpw jÀ«psaÃmw [cn¨p hcp¶p. Hcp
]cky¯n Xs¶ c−pXcw PohnXw \nehmchpw
ka{Kambn AhXcn¸n¡p¶p. hkv{X§fpsS
hnthN\¯neqsS Imhyam[h³ F¶ IYm]m{Xw
emfnXyw ]ns©-Ãp¶ Hcp km[mcW PohnX ssienbpw
PohnX\nehmchpw ]peÀ¯p¶ hyànXzambpw
kn±nJv Ipd¨pw IqSn DbÀ¶ sXmgnepw PohnX
\nehmchpapÅ hyànXzambpw t{]£IÀ¡v
ap¶nse¯p¶p..

`mcX amXm tImtfPv

`mcX amXm tImtfPv
]c-ky-ßnse
]›m-Øew

`mcX amXm tImtfPv

 BZyIme ]cky§fnÂ
thj§Ä A{X-am{Xw BUw_c hkvXphmbn
AhXcn¸n¨ncp¶nÃ.. km[mcW¡mcsâ PohnXs¯
kqNn¸n¡phm³ km[mcW hkv{X[mcWw \S¯n
s¡m−pÅ ]cky\nÀ½nXnIfpw \S¶ncp¶p.
F¶m thj§Ä¡]pdta ]mÀ¸nSw,kzÀ®w F¶nh
BUw_c¯n\p Du¶Â \ÂInbncp¶p. Ct¸mgpw
Ah XpScp¶p. C¯cw AhXcW§Ä ad¨p
]nSn¡p¶Xv Zmcn{Zysa¶ bmYmÀ°ys¯bmWv.

kzÀ® I¼\nIfnÂ
{it²bamb `oam
PztÃgvknsâ ]cky§fpw,
s]bnâv I¼\nIfnÂ
{i² BIÀjn¨
Gjy³ s]bnâvknsâ
]cky§fpsaÃmw
BUw_c¯n\p
{]m[m\yw \ÂInbncp¶p. AhbpsS ]cky§Ä
Xs¶ Ch km£ys¸Sp¯p¶p. kzÀ®w BUw_c
hkvXphmsW¶pw PohnX \nehmcapÅhÀam{Xw
D]tbmKn¡p¶XpamsW¶ am\ZÞamWv kzÀ®

`mcX amXm tImtfPv

]cky§Ä \ÂInbncp¶Xpw Ct¸mÄ \ÂIn
s¡m−ncn¡p¶Xpw. km[mcW¡mcsâ icoc¯nÂ
Hcp]nSn kzÀ®w Ahnizk\obamsW¶v kqNn¸n-
¡pIbmWv C¯cw ]cky§Ä .

s]bnâv ]cky§fpw kzÀ® ]cky§sf t]mse

DbÀ¶ PohnX ]Ým¯e¯nemWv Nn{XoIcWw
\S¯p¶Xv . s]bnâv AXv DbÀ¶hs\t¶m
km[mcW¡mcs\t¶m hyXymkanÃmsX FÃmhcpw
hm§p¶ DXv]¶amWv. hoSn\p tamSn Iq«phm³
s]bnâv Hcp A\nhmcy LSIamWv. F¶m ,
Hcp s]bnâv ]cky§fnepw Hcp km[mcW¡mcsâ
hoSv ImWn¨n«nÃ. ]ckyw IqSpXÂ IuXpIhpw
angnhpÅXpam¡m³ ]mÝmXycoXnbn \nÀ½n¨
hoSpIfmWv BZyImew apXÂ s]bnâv
]cky¯n\mbn D]tbmKn¡p¶Xv. C¯cw ]cky§Ä
ad¨p hbv¡p¶Xv Zmcn{Zysa¶ bmYmÀ°yamWv.
BUw_c ssien hfÀ¯nsbSp¡m\mWv C¯cw
]cky§Ä Du¶Â \ÂIp¶Xv.

`mcX amXm tImtfPv

 ]pXp-X-e-ap-d-bnse
]c-ky-ß-fn¬ h∂
]cn-Wmaw

`mcX amXm tImtfPv

 `£Wansænepw ]ckyw aXn F¶ Nn´bmWv
]pXpXeapdbn F¯pt¼mÄ ImWp¶Xv . F´pw
GXpw hm§phm\pw ]ckyw C¶v A\nhmcyamWv.
Hcp D¸¶w ]e {_m³UpIfn C¶v hn]WnbnÂ
e`yamWv . XncsªSp¡pI F¶ {]{Inb am{XamWv
D]t`màm¡fpsS D¯chmZnXzw. Cu XncsªSp¡Â
{]{Inbbv¡v klmbIamWv ]ckyw. DZmlcWw Hcp
tkm¸v hm§Wsa¦n Hcp D]t`màmhv
Bib¡pg¸¯nemWv . ImcWw Hcp D¸¶w
C¶v sshhn[y§tfmsS hn]Wnbn e`yamWv.
kpKÔapÅXv, BbpÀthZw, NÀ½w kwc£n¡p¶Xv,
NÀ½¯n\v Xnf¡w Iq«p¶Xv F¶n§s\ A\h[n
KpW§fpw F¶m tZmj§fpapÅ tkm¸pIÄ
C¶v e`yamWv. AXn\m Xs¶ ]ckys¯bmWv
\mw ASnØm\am¡p¶Xv.
]pXpXeapdbn ]ckys¯ B{ibn¡p¶hÀ
hn]peambXn\m C¶v ]cky\nÀanXn aÕcm[njvTnX
amWv.ImcWw anIhpä ]cky§fpw DXv]¶§fpamWv
Cu ImeL«¯n IqSpX D]t`màm¡fpw
XncsªSp¡p¶Xv. Hcp km[mcW hyàn
Ccp]Xp cq]bpsS tkm¸v taSn¡pt¼mÄ AtX
KpW§fpÅ tkm¸v IqSpXÂ hnetbmsS
D]t`màm¡Ä hm§p¶p. ]cky§fneqsS C¶v
D]t`màm¡Ä Nq£W¯n\v hnt[bcmIp¶p−v.

`mcX amXm tImtfPv

 ]pXpXeapdbnse ]ckyhpw ]cky\nÀ½nXnbpw
ap³Im-e-§-fn \n¶pw Gsd hyXykvXamWv.
]cky\nÀ½nXn¡v C¶v sNehv IqSpXemWv.
DXv]¶¯nsâ DbÀ¶ \nehmc¯n\mbn PohnX
\nehmcw C¶v ]cky§fn DbÀ¯n Im«p¶p.
km[mcW hyànbpsS PohnX \nehmcs¯ kqNn¸n
¡p¶ ]cky§Ä hncfamWpXm\pw. tkm¸v ]ckyw
Xs¶ FSp¯m henb kn\namXmc§Ä, henb
hoSI§fnse ]Ým¯ew ChsbÃmw IuXpI¯n\pw
BIÀjW¯n\pambn \nehmcw DbÀ¯n Im«p¶h
bmWv. hkv{X§fpsS ]cky§Ä FSp¯m Cu
hnthN\w F{Xt¯mfw {]kàamsW-¶v hyàamIpw.
hneIqSnb hkv{X§fmWv ]cky§fn {]Xy£
s¸Sp¶Xv. km[mcW XpWn¯c§Ä ISbn t]mbn
XncsªSpt¡− AhØbmWv km[mcW¡mctâXv.
ImcWw Zmcn{Zya\p`hn¡p¶, km¼¯nI
]ptcmKXn XoscbnÃm¯ Hcp hyàn¡v ]pXp
Xeapdbnse C¯cw ]cky§Ä XnI¨pw
BizmkIcaà , adn¨v Bi¦IfmWv P\n¸n¡p¶Xv.
]cky§Ä t{]cW kz`mh¯n\v {]m[m\yw
\ÂIp¶Xn\m t{]cWbv¡mbn {]Imcw \nehmcw
DbÀ¯n¡m«nbpÅ AhXcWw ka-Im-enI temI¯nÂ
]pXpXeapd¡mcpsS CS-bn Bhiyambn
amdns¡m−ncn¡pIbmWv.

`mcX amXm tImtfPv

 ]c-ky-ß-fnse
BUw-_-c-{]nbX

`mcX amXm tImtfPv

 ]cky§fpsS kz`mhw s]mXpth c−mbn
Xncn¡mw.
1. hioIcWw
2. t_m[hXv¡cWw

]cky§Ä Cu c−p kz`mhhpw ]peÀ¯p¶p

sh¦nepw hioIcW kz`mhapÅ ]cky§fmWv
C¶v am[ya§fneqsSbpw \ham[ya§fneqsSbp
saÃmw t{]£IÀ¡v ap¶n F¯p¶Xv .
t_m[hXv¡cW ]cky§Ä Ds−¦n IqSnbpw
C¶v F³]Xv iXam\w BfpIfpw hioIcW
]cky§fpsS ]n¶mse t]mIp¶hcmWv.
]pXpXeapdsb hioIcn¡m³ km[n-¨m am{Xta
Hcp D¸¶w hnPbw {]m]n¡q.. ]ckyamWv
AXn\pÅ D¯a amÀ¤w. AXn\m ]cky
IÀ¯m¡Ä¡v CSbn XnI¨pw kÀKmßIambpw
BIÀjIambpw ]cky§Ä \nÀ½nt¡− kmlNcyw
DbÀ¶p-h¶p. CXv km[y-am-¡m³ hn]Wnbn aqeyw
XoscbnÃm¯ DXv]¶w t{]£IÀ¡p ap¶nÂ
BUw_c]qÀÆw Nn{XoIcn¡p¶p.

c−p hyXykvX ]cky§fmWv CXn\v DZmlcW

ambn FSp¡p¶Xv.

`mcX amXm tImtfPv

H∂v
hkv{XtiJ-c-W
W¯nÂ
¯n Gsd {i²-bm-IÀjn¨
IÀjn¨
Ieym¬ knIvknsâ
]ckyw XnI¨pw
BIÀj-Wo-b-am-W
Wvv .

]cky¯n A`n
A`n\bn¡p¶hsc BIÀj
]qÀ®am¡m³ \ÂIp¶
ÂIp¶ hkv{X§Ä Gähpw ]pXnb
^mj\nepÅXpw AXnsâ aqeyw Gsd
DbÀ¶XpamWv . ImcWw, ^mj³ hyhØbneqsS

`mcX amXm tImtfPv

t{]£Icpambn Bibhn
Bibhn\nabw \St¯−Xv
Xv AhÀ¡v
BhiyamWv . F¶m hne]nSn¸pÅ,
hne]nSn¸pÅ
]cky§fn Zriy-am-Ip¶ Xc¯n DbÀ¶
aqeyapÅ hkv{X§Ä am{XamtWm C¯cw
XpWn¡SIfn DÅXv?km[mcW¡mcmb BfpIÄ¡v
X§fpsS km¼¯nI ØnXn¡
ØnXn¡\pkcn¨v
pkcn¨v hm§mhp¶
hkv{X§Ä C¯cw XpWn¡SIfn Ds−¦nepw
]cky§fn BUw_camWv angnthIp¶Xv.
]pXpXeapd¡msc hio
hio-I-cn-¡m³ Xs¶-bmWv ^mj³
hyhkmbw C¶v {ian
{ian-¡p-¶Xv. hioIcWsa¶
]cky kz`mhw ]cky§fneqsS km£mXv¡cn¡
s¸Sp¶Xv C¯c¯nemWv .

`mcX amXm tImtfPv

c≠v
kz´amsbmcp hoSv AXv BcpsSbpw
kz]v\amWv.F¶m henb ^vfmäpIfpw
mäp
`h\Ifpw
Ifpw C¶v \nch[nbmWv
nch[nbmWv.
]cky§fneqsS BIÀjn¡s¸«v I¨hSw
\S¯m³ C¯cw
`h\ \nÀ½mXm¡Ä
nÀ½mXm¡Ä
{ian¡mdp−v.
Asset Homes–sâ ]ckyw
Ahbn FSp¯p
]dtb−hbmWv
hbmWv.
AhcpsS Hcp ^vfmäv ]ckys¸Sp¯pt¼mÄ
F{Xt¯mfw Krtlm
]IcW§Ä sIm−v
Ae¦cn¡mtam A{X
t¯mfw BUw_c
t¯msSbmWv Ah AhXcn¸n¡p¶Xv .
]ckyw ImWpt¼mÄ BUw_cw
BUw_cw\n-dª
dª Hcp
^vfmämWv
ämWv X§Ä¡v ap¶n ImWs¸Sp¶Xv.

`mcX amXm tImtfPv

hioIcWsa¶ kz`mhw Asset Homes –sâbpw
sâbpw aäp
`h-\-\nÀ½mXm¡fpsSbp ]c
]c-ky-§fn k^eamIp¶p.
k^eamIp¶p

`mcX amXm tImtfPv

 ]cky
hni-I-e\w

`mcX amXm tImtfPv

 1. s]bvâv
]c-ky-§Ä

`mcX amXm tImtfPv

`mcX amXm tImtfPv
 hoSn\p tamSn¡q«phm³ Gsd
klmbIamWv s]bnâpIÄ. BZyIme§fn ]e
hÀ®§fnepÅ hoSpIfmWv tIcf¯n I−ncp¶Xv.
F¶m kao]-Im-e¯v IqSpXepw shÅ
\nd¯nepÅ hoSpIfmbn . F¶m Hcp hnthN\w
AXn\p ]n¶nep−v F¶XmWv bmYmÀ°yw.

Berger, Asian, Nerolac XpS-§nb s]bnâv

I¼\nIfpsS ]ckyw aebmfnIÄ¡v Gsd
{]nb¦camWv. Hmtcm XhWbpw ]pXpatbmsS
hyXykvX kwKoXhpw endnI-vkpw \ÂInbmWv AhÀ
]cky§Ä \nÀ½n¡p¶Xv. F¶m t\cs¯ kqNn¸n¨
hnthN\w ChnsSbpw ImWmw.
]cky§fn s]mXphmbn ImWp¶
Hcp LSIamWv BUw_c]camb hoSv. s]bnâv
]cky¯n\p IuXpIhpw BIÀjWhpw
hÀ[n¸n¡m³ D]tbmKn¡p¶ hoSpIÄ an¡hmdpw
Gsd hen¸apÅ hoSpIfmWv. C¯cw ]cky§Ä
ImWpt¼mÄ DbÀ¶ PohnX \nehmcapÅhÀ am{Xw
hoSn\p tamSn Iq«nbm aXntbm F¶ tNmZyw
efnXamb PohnX \nehmcw ]peÀ¯p¶hÀ
DbÀ¯p¶p−v. ImgvNbn IuXpIhpw ]cky§Ä¡v
angnhptaIp¶Xpw BUw_c ]Ým¯e§fmWv.
km[mcW¡mc\ D]tbmKn¡msa¦nepw ]cky§fnÂ
]mb ]nSn¨ hoSmbn XmcXays¸Sp¯m³ t]mepw
Xsâ hoSn\p tamSn Iq«m³ C¯cw Omb§Ä

`mcX amXm tImtfPv

PohnX \nehmcw
nehmcw Ipdª hyànbpsS hoSns\
D]tbmKn¡mdnà F¶XmWv bmYmÀ°yw.

`mcX amXm tImtfPv

 \nK-a\w
BZy-Imew apX s]bvâv ]c-ky-§-fn XpSÀ¨-bmbn
I−p hcp¶ s]mXp LS-I-amWv DbÀ¶ ]Ým-¯-ew.
BIÀj-W-¯n-\mbpw ]c-ky-§Ä¡v IqSp-X angnhv
\ÂIp-¶-Xn-\mbpw C¯cw BUw-_cw Bh-iy-ambn
amdn-s¡m-−n-cn-¡p-I-bmWv. s]bvâv F¶Xv km[m-c-W-
¡m-c-s\-t¶m DbÀ¶-h-s\t¶m hyXym-k-an-ÃmsX
hm§p¶ D¸¶w BsW-¦n IqSnbpw ]c-ky-§-fnÂ
Øm\w BUw-_-c-¯n\p am{X-am-Wv. amä¯n\v Gsd
{]m[m\yapÅ Cu ]pXp-X-e-ap-d-bn ]c-ky-¯n\pw
]c-ky-\nÀ½nXnbnepw amä-ap-−m-I-s«-sb¶pw AXn-eqsS
P\-§-fn ka-Xz-Nn´ hfc-s«-sb¶pw {]Xym-in-¡p-¶p.

`mcX amXm tImtfPv

 2. kzÀ®
]c-ky-§Ä

`mcX amXm tImtfPv

`mcX amXm tImtfPv
 hnthN\¯n\p asämcp DZmlcWamWv
aebmf kzÀ®]cky§Ä. kzÀ®]cky§Ä apt¶m«p
sIm−ph¶ ImgvN¸mSv, kzÀ®w DbÀ¶ PohnX
\nehmcw ]peÀ¯p¶hÀ am{Xw D]tbmKn¡p¶
Asæn [cn¡p¶ B`cWamWv F¶XmWv.
aebmf¯n BZyIme
kzÀ®]cky§Ä apXÂ
]pXpXeapdbnse kzÀ®
]cky§Ä hscbpÅ
Ncn{Xw ]cntim[n¨mÂ
km[mcW¡mcpw DbÀ¶
km¼¯nI ØnXn
bpapÅhcpw X½nepÅ
hnthN\w F{]Imc
amsW¶v hyàamIpw.
DbÀ¶ PohnX \nehmcw FSp¯p Im«p¶
]Ým¯e-hpw H¶n IqSpX kzÀWm`cW§Ä
[cn¨ hyànbpambncn¡pw an¡ kzÀ®]cky§fn
sebpw tI{µ _nµp. km[mcW ¡mcmbhÀ¡v
kzÀWm`cW§fpw aäpw Nnet¸mÄ kz]v\ambncn¡mw.
F¦nepw ]cky§fn t]mepw AhÀ amän
\nÀ¯s¸Sp¶p. Hcp kzÀ® ]cky§fnepw km[mcW
PohnX \nehmcw ]peÀ¯p¶ hyànbnà F¶Xv
FSp¯p ]dtb− hkvXpXbmWv. \ndsb
kzÀWm`cW§Ä AWnªv sa¨s¸« PohnX
\nehmcapÅhcmWv F¶pw kzÀ®]cky§fnÂ
ImWs¸Sp¶Xv.

`mcX amXm tImtfPv

 \nK-a\w
s]bnâv ]c-ky-§-sf-t]mse Xs¶ kzÀ®-]-c-ky-§fpw
]c-ky-§-fn PohnX-\n-e-hm-cs¯ DbÀ¯n-¡m-«p-¶-h-
bm-Wv.-t{]-cW F¶Xv ]c-ky-¯nsâ kz`m-hhpw Hcp
Bh-iy-L-S-I-hp-am-b-Xn-\m t{]c-Wbv¡mbn DbÀ¶
Pohn-X-\nehmcs¯ kqNn-¸n-¡pw-hn[w BUw-_-c-
]qÀÆamb hkvXp-¡fpw angn-th-Ip¶ ]Ým-¯-ehpw
\ÂIn ]c-ky-§Ä Nn{Xo-I-cn-¡p-¶p.

`mcX amXm tImtfPv

 ]T-\-\n-co-£-W-§Ä
]c-ky-§-fn Pohn-X-\n-e-hmcw F{]-Im-c-amWv Ah-X-cn-
¸n-¡p-¶Xv F¶-Xn-s\-¡p-dn-¨pÅ ]T-\-¯n-\mbn FSp¯
c−p ]c-ky-§fpw Gsd {]k-à-am-Wv.
1. s]bnâv ]c-ky-§Ä
2. kzÀ® ]c-ky-§Ä

Pohn-X-\n-e-hm-cs¯ hne-bn-cp-¯n-bpÅ ]T-\-¯nsâ

^e-ambn e`n¨ \nK-a\-§Ä NphsS sImSp-¡p-¶p.
I. H¶m-a-Xmbn ]c-ky-§Ä t{]cW am{Xw ap¶nÂ
I−mWv \nÀ½n¡p¶-Xv.- A-Xn-\m km[m-c-W-
¡m-csâ Pohn-X-\n-e-hm-cs¯ ad-¨p-h-¨p-sIm−v
BUw-_-c-¯n\p {]m[m\yw \ÂIp¶Xv FSp¯p
]d-tb-−h-bm-Wv.

II. BUw-_-c-]qÀÆ-amb Nn{Xo-I-c-W¯n-eqsS ]c-ky-

§-fn ImWp¶ D¸¶w hn]-Wn-bn F¯p-
t¼mÄ Gsd aqey-ap-Å-Xmbn amdp-¶p.

`mcX amXm tImtfPv

D]-kw-lmcw

`mcX amXm tImtfPv

 ]cky cwK¯v ssP{Xbm{X \S-¯n-b-h-cnÂ
IqSp-XÂ hnZ-Kv[cpw ]ckys¯ I−Xv Hcp
Iemcq]amtbm hnt\mZamtbm AÃ. adn¨v Hcp hnhc
hn\nab {]{Inbbmbn«mWv. C¯cw {]kvXmh\IÄ
DbÀ¯n¸nSn¡p¶Xv ]cky¯nsâ kz`mhamb
t_m[hXv¡cWs¯bmWv.
ka-Im-enI ]c-ky-§-fn t_m[-h-XvI-c-Ws¯ Nmen-¨p
tNÀ¡m³ ]c-ky-IÀ¯m-¡Ä {ian-¡p-¶p−v F¶Xv
FSp¯p ]d-tb-−-h-bmWv. kao]Ime¯v
{Sm³kvsPâÀ hn`mK¯nÂs¸«hÀ aäp IYm-]m-{X-§-
tfm-sSm¸w ]cky§fn apJy IYm]m{X§--fmbn
XoÀ¶n«p−v F¶Xv ]pXp X-e-ap-dbn ]c-ky-
\nÀ½nXnbn h¶ ]cn-Wm-as¯ kqNn-¸n-¡p-¶-bmWv.
kaXzw F¶ k¦Â¸¯n\v kaql¯n Gsd
{]m[m\yap−v. AXp \ne\nÀ¯m³ \nba§fpw
N«§fpsaÃmw Ft¸mgpw kÖamWv. AXn\mÂ
]cky§Ä \nÀ½n¡pt¼mgpw Ah-X-c-W-¯n-se-¯n-¡p-
t¼mgpw Cu kaXzNn´ ]men¡s¸tS−-XmWv.

`mcX amXm tImtfPv

 {KÙ-kqNn
]c-ky-Ie kn²m-´-§fpw {]tbm-K-§fpw
þ tPmkn tPmk^v
]c-kyhpw Bi-b-hn-\n-a-bhpw
þ tXmakv ]\-¡fw
Pohn-X-\n-e-hmcw
þ https://en.wikipedia.org

`mcX amXm tImtfPv