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Rural Consumer Behaviour

Rural Consumer Behaviour- Manipuri Culture

Jeby_Roy
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Rural Consumer Behaviour

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  1. Rural Consumer behaviour North East Indian Culture - Manipuri Team Shruti Chate Manali Mahindrakar Miloni Jain Rajasekhar Nair Rohan Walzade Jeby Roy Guided by Prof. Aisha Mohani

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

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

  4. List of Aromatic Herbs and Roots used by the Manipuris Shinju: a Manipuri salad • Nungshihidak (Mint) • Maroinapaakpi (Hooker chives) • Maroinaakuppi (Chinese chives) • Awaaphadigom (Mexican coriander) • Mayang-ton (Lemon Basil) • Toning-khok (Chameleon plant) • Khanghuman / Kanghu-maan (Meriandradianthera,formerlyMeriandrabengalensis) • Mukthrubi (Zanthoxylumarmatum / Sichuan peppercorn) • Phakpai (Vietnamese coriander) • Chantruk (pepper cress) • Takhel-manao • Nongmangkha-mapan • Leipung-khang (Solanum anguivi) Chahao kheer (a popular dessert of Manipur)

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

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

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

  8. Symbolism and Material Culture • Physical realm • Heritage of handloom and weaving : • Major traditional dresses for women comprise Innaphi, Phanek, MayekNaibi, KanapPhanek, Lai-Phi, and Chin-Phi . • For men comprises turban (Pagdhi), a jacket and a dhoti (KhamenChatpa).  • Jewellery : • Gems - Chandel and Ukhrul districts. • Dealers from Jaipur and Mumbai. • Marei and HeibiMapal - very distinctive and highly artistic bridal jewellery. • Architecture : Kangla fort. • Symbols to signify ideas and qualities • Symbolic culture – Gestures, Language, Values and Norms. • Ethnic group-diverse languages : Meitei (53.00%) ‘eina nangbu yamna nungsi’ • Values and norms : Marriage – Gotras Festival – Cheiraoba festival

  9. Ornaments made of beads and gems Traditional ritual clothing Tribal ornaments

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

  11. Thank you

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