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PM Speech - 15.04.2002
ADB Campaign
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History of "ATITHI DEVO BHAVAH" :
"Atithi devo bhavh" is a Sanskrit verse taken from ancient Hindu scriptures which codified the social customs and cultures evolved by learned and wise people which later on became "code of conduct" for Hindu society.
The golden verse "Atithi devo bhavah" is quoted from the Taittiriya Upanishad that says "Matru devo bhavah, Pitru devo bhavah, Acharya devo bhavah, Athidhi devo bhavah". When translated, it means one should worship the Mother, the Father, the Teacher and one's Guests as God.
Accordingly, since ancient times, we treat our guests as God.
GOD WORSHIP :
In Hinduism, God is worshipped in FIVE step worship (Panchopachar Poojan) or SIXTEEN step worship (Shodashopachara Poojan).
In Panchopachar Poojan, the FIVE steps are actually five formalities that shall be observed while receiving guests. These are :
| 1. | Dhoop or Fragrance : | While receiving guests we must see that rooms have a pleasant fragrance, because this is the first thing that attracts guests or detracts from their visit. A pleasant fragrance will put your guest in good humour. |
| 2. | Deep or Lamp : | As per ancient (and subsequent non-electrification era) tradition, a lamp was put between host and guest so that expression and body language remain clearly visible and there is no gap between host and guest. |
| 3. | Naivaidya or Eatables : | Fruits and sweets made of milk were offered to guests. |
| 4. | Akshat or Rice : | It is a symbol of being undivided. A tilak made of a vermilion past is put on forehead and rice grains are placed on it. This is the highest form of welcome in Hindu Indian families. |
| 5. | Pushp or Flower : | Offering a flower has always remained a gesture of goodwill since the dawn of civilization. When the guest departs, the flower symbolizes the sweet memories of his visit that haunt him for several days. |
The "Shodashopachara Poojan" is an elaboration and formalisation of this ritual.
ATITHI DEVO BHAVAH CAMPAIGN :
The Indian Government's Ministry of Tourism is using this ancient adage to promote tourism by a publicity campaign to sell 'Incredible India'. Keeping in view the golden verse "Atithi devo bhavah", the campaign is also named 'Atithi Devo Bhavah'. It is a Social Awareness Campaign and aimed at providing the inbound tourist a sense of being welcomed to the country.
In this nation wide campaign, the aims is to sensitizing key stakeholders towards tourists, through a process of training & orientation. Further, the campaign targets the general public as a whole, while focusing mainly on the stakeholders of the tourism industry. The main components of the campaign are training and orientation to taxi drivers, guides, immigration officers, police and other personnel who interact directly with the tourists, while simultaneously creating a brand equity for the trained persons."Athidhi Devo Bhavah" involves Sensitization, Screening, Induction, Certification and Feedback of key stakeholders of the Tourism industry in India.
Bollywood actor Aamir Khan is the present brand ambassador of 'Athidhi Devo Bhavah' and the Campaign for the Union Ministry of Tourism.
HOME STAYS :
This Indian tradition of hospitality is still in vogue in India, which attracts millions of tourists every year. If you choose to stay in a hotel, all care is taken by the hotel management to make you feel at home. However, for knowing real Indian hospitality, it will be better if one stay at a house of a friend or an acquaintance in India or alternatively at a Home Stay.
India and Indians are known for serving various types of tasty mouth-watering local cuisines to their guests, for the joint family structure which still exist, for respecting the guest and greet with Namaste (the Indian traditional hospitality way). They never ever let a guest go away unfed or unhappy from their home.
Indian people, who are generally friendly and hospitable, feels that their guests must get proper and warm hospitality with extreme care and due attention. As per the golden verse of "Atithi devo bhavah", the respect is granted to guests in India, so it is understandable why the tourists visiting India want to come back again & again...
While on visit to India, experience the traditional Indian hospitality at Home Stays in the city of your stay.
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