SURESH...

Monday, December 12, 2011

ITC and P&G

Hi
Last two posts about ITC and P&G are just for reference thats not my knowledge through

Soon i'll post the my case study on both the Both ITC and P&G
Thank you for your Co. operation
Suresh

ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited. As the Company's ownership progressively Indianised, the name of the Company was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then toI.T.C. Limited in 1974. In recognition of the Company's multi-business portfolio encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery andPersonal Care - the full stops in the Company's name were removed effectiveSeptember 18, 2001. The Company now stands rechristened 'ITC Limited'.

The Company’s beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the centre of the Company's existence. The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was historic in more ways than one. It was to mark the beginning of a long and eventful journey into India's future. The Company's headquarter building, 'Virginia House', which came up on that plot of land two years later, would go on to become one of Kolkata's most venerated landmarks.

Though the first six decades of the Company's existence were primarily devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventies witnessed the beginnings of a corporate transformation that would usher in momentous changes in the life of the Company.

ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration for ITC's Cigarettes business. It is today India's most sophisticated packaging house.

In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into the hotels business was rooted in the concept of creating value for the nation. ITC chose the hotels business for its potential to earn high levels of foreign exchange, create tourism infrastructure and generate large scale direct and indirect employment. Since then ITC's Hotels business has grown to occupy a position of leadership, with over 100 owned and managed properties spread across India.

In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Limited, which today has become the market leader in India. Bhadrachalam Paperboards amalgamated with the Company effective March 13, 2002 and became a Division of the Company, Bhadrachalam Paperboards Division. In November 2002, this division merged with the Company's Tribeni Tissues Division to form the Paperboards & Specialty Papers Division. ITC's paperboards' technology, productivity, quality and manufacturing processes are comparable to the best in the world. It has also made an immense contribution to the development of Sarapaka, an economically backward area in the state of Andhra Pradesh. It is directly involved in education, environmental protection and community development. In 2004, ITC acquired the paperboard manufacturing facility of BILT Industrial Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to improve customer service with reduced lead time and a wider product range.

In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. Since inception, its shares have been held by ITC, British American Tobacco and various independent shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal).

In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company and a major supplier of tissue paper to the cigarette industry. The merged entity was named the Tribeni Tissues Division (TTD). To harness strategic and operational synergies, TTD was merged with the Bhadrachalam Paperboards Division to form the Paperboards & Specialty Papers Division in November 2002.

Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business Division for export of agri-commodities. The Division is today one of India's largest exporters. ITC's unique and now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it extends to 10 states covering over 4 million farmers. ITC's first rural mall, christened 'Choupal Saagar' was inaugurated in August 2004 at Sehore. On the rural retail front, 24 'Choupal Saagars' are now operational in the 3 states of Madhya Pradesh, Maharashtra and Uttar Pradesh.

In 2000, ITC forayed into the Greeting, Gifting and Stationery products business with the launch of Expressions range of greeting cards. A line of premium range of notebooks under brand “Paperkraft”was launched in 2002. To augment its offering and to reach a wider student population, the popular range of notebooks was launched under brand “Classmate” in 2003. “Classmate” over the years has grown to become India’s largest notebook brand and has also increased its portfolio to occupy a greater share of the school bag. Years 2007- 2009 saw the launch of Children Books, Slam Books, Geometry Boxes, Pens and Pencils under the “Classmate” brand. In 2008, ITC repositioned the business as the Education and Stationery Products Business and launched India's first environment friendly premium business paper under the “Paperkraft” Brand. “Paperkraft” offers a diverse portfolio in the premium executive stationery and office consumables segment. Paperkraft entered new categories in the office consumable segment with the launch of Textliners, Permanent Ink Markers and White Board Markers in 2009.

ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores later expanded its range to include Wills Classic formal wear (2002) and Wills Clublife evening wear (2003). ITC also initiated a foray into the popular segment with its men's wear brand, John Players, in 2002. In 2006, Wills Lifestyle became title partner of the country's most premier fashion event - Wills Lifestyle India Fashion Week - that has gained recognition from buyers and retailers as the single largest B-2-B platform for the Fashion Design industry. To mark the occasion, ITC launched a special 'Celebration Series', taking the event forward to consumers.

In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC Infotech India Limited, to more aggressively pursue emerging opportunities in this area. Today ITC Infotech is one of India’s fastest growing global IT and IT-enabled services companies and has established itself as a key player in offshore outsourcing, providing outsourced IT solutions and services to leading global customers across key focus verticals - Manufacturing, BFSI (Banking, Financial Services & Insurance), CPG&R (Consumer Packaged Goods & Retail), THT (Travel, Hospitality and Transportation) and Media & Entertainment.

ITC's foray into the Foods business is an outstanding example of successfully blending multiple internal competencies to create a new driver of business growth. It began in August 2001 with the introduction of'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002, ITC entered the confectionery and staples segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaadatta (wheat flour). 2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment. ITC's entered the fast growing branded snacks category with Bingo! in 2007. In eight years, the Foods business has grown to a significant size with over 200 differentiated products under six distinctive brands, with an enviable distribution reach, a rapidly growing market share and a solid market standing.

In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. ITC now markets popular safety matchesbrands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro.

ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its partnership with the cottage sector. ITC's popular agarbattis brands include Spriha and Mangaldeepacross a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa.

ITC Products

ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care products for men and women in July 2005. Inizio, the signature range under Essenza Di Wills provides a comprehensive grooming regimen with distinct lines for men (Inizio Homme) and women (Inizio Femme). Continuing with its tradition of bringing world class products to Indian consumers the Company launched 'Fiama Di Wills', a premium range of Shampoos, Shower Gels and Soaps in September, October and December 2007 respectively. The Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at select markets in October 2007 and Vivel De Wills & Vivelrange of soaps in February and Vivel range of shampoos in June 2008.

Above all the information from http://www.itcportal.com

Sunday, December 11, 2011

Procter & Gamble

In 1993, Procter & Gamble Home Products is incorporated as a 100% subsidiary of The P&G Company, USA. P&G Home Products launches Ariel Super Soaker.

In 1993, P&G India divests the Detergents business to P&G Home Products.

In 1995, P&G Home Products enters the Haircare Category with the launch of Pantene Pro-V.

In 1997 Launches Head & Shoulders shampoo.

In 2000, Introduced Tide Detergent Powder - the largest selling detergent in the world.

In June 2000, Launched Pantene Lively Clean its unique Pro-Vitamin formula cleans oil-build up, dirt and grime in just one wash, delivering lively, free-flowing and sparkling-clean hair.

In August 2000, Launched New Ariel Power Compact detergent with a new global technology that breathes new life into clothes, by removing dinginess from them and restoring the original colors of the fabric, by detecting and removing deposits which are left behind from successive washes.

In November 2000, presented India in the first International Hair Styling and Beauty Expert Contest- Hair Asia Pacific 2000 in collaboration with Sri Lankan Association of Hairdressers and Beautician.
During this period, also re-Launched the international range of Head & Shoulders, best-ever Anti-dandruff shampoo with an improved formula, new pack-design and logo, in three variants - Clean & Balanced, Smooth & Silky and Refreshing Menthol, which offers the fine combination of anti-dandruff efficacy and hair conditioning.

In January 2001, P&G Home Products Limited and Whirlpool India Ltd. Launched a special 'Ariel - Whirlpool Superwash' offer, making washing machines more affordable to the people of Hyderabad. On purchase of either a 500gms, 1kg or 1.5kg economy pack of New Ariel Power Compact, consumers are automatically eligible to buy a Whirlpool Washing Machine for as low as Rs.238/- in Equal Monthly Installments for 24 months, by filling in the application form that comes with the Ariel pack and contacting any one of the Whirlpool dealers mentioned on the pack.

In June 2001, P&G in partnership with the Association of Beauty Therapy & Cosmetology (ABTC), India hosted the Pantene Artist 2001 a national stylist competition, which included categories such as Bridal Dressing, Hair Cutting and Body Painting. Present at the event was world-renowned hairdresser and stylist Jun L. Encarnecion, who demonstrated the hottest international haircuts and styles in vogue via an interesting hairhsow. Mr. Encarnecion has trained students in leading hairdressing schools like Robert Fielding School of Hair Dressing (U.K), Pierre Alexander International Academy (U.K), Vidal Sassoon Academy, (U.S.A) among others and also enjoys the reputation of being the official hairdresser for the 1993 Miss Universe pageant.

In July 2001, New Ariel Total Compact with Magicare a New System of Washing that completely removes stains without scrubbing, significantly reducing time spent on washing clothes.

In September 2001, Launched New Pantene Pro-V range of five shampoos in India which gave consumers the look they want Smooth & Silky for straighter hair, Volume & Fullness for thicker hair, Balanced Clean for shinier hair, Lively Clean for livelier hair and Anti-Dandruff for dandruff-free hair.

In December 2001, P&G in partnership with the Southern India Beauty Specialists & Hairdressers Association (SIBHA) hosted the Pantene-SIBHA Look N Learn Seminar where Raman Bhardwaj hairdresser to former Miss India, Celina Jaitley demonstrated the Latest and Trendiest Hair Cuts (Modern & Classic) to beauticians and hairdressers in Chennai.

In April 2002, Announced the launch of a special Ariel Bar Refund Offer along with its new Advanced Ariel Compact. Under the Ariel Bar Refund Offer, consumers could exchange their detergent bar on purchase of Advanced Ariel Compacts 1kg and 500gms packs, and avail of a Rs.15 and Rs.7 discount respectively on MRP.

Additionally, Announced the Beat The Summer Dandruff offer on which 200ml Head & Shoulders bottle was available for Rs.99/- only, thus giving a benefit of a Rs.23/- discount to consumers.

In August 2002, Pantene unveiled the launch of the Shine Morning to Night campaign that helps consumers get long lasting hair shine with regular use of Pantene. The Shine Morning to Night campaign had two exciting components to it The MTV Shine Your Soul contest where one could win diamonds worth Rs.12.5 lacs and the launch of the Pantene Shine Booths across the country to help achieve the shine that lasts from morning to night.

During the same period, Pantene also hosted Hair Asia Pacific 2002 the biggest Hair Cutting & Styling event in Kuala Lumpur, Malaysia. Pantene Hair Asia Pacific is a prestigious international hair cutting & styling contest attracting expert hairdressers and beauty care advisors from more than 13 Asia Pacific countries.

Additionally, Pantene also hosted Pantene World Teen Queen contest in Goa. Contestants from UK, USA, South Africa, Kenya, Tanzania, Mauritius, Middle East and Hong Kong participated to win the coveted World Teen Queen crown.

In November 2002, Head & Shoulders Naturally Clean, a new variant in its Head & Shoulders range of Shampoos especially for Tamil Nadu, Kerala, Andhra Pradesh, Karnataka and West Bengal. Its Smart ZPT combined with Natural Citrus (lemon) extracts removes 100% dandruff and rinses oil and stickiness from the scalp, giving light, loose, free flowing hair.

In January 2003, Reduced the prices of Pantene and Head & Shoulders 7.5ml sachets from Rs. 4/- to Rs. 3/-, with no change in its superior product-quality or packaging, improving affordability to a large number of Indian consumers.

Also Announced the launch of its Tide Super Whiteness Gold Dhamaka at the Tide Junction in Giant Hypermarket, Hyderabad. The Tide Super Whiteness Gold Dhamaka gave consumers a chance to get their clothes super-white and Win an Exquisite Handcrafted Pure Gold Jewellery Set worth Rs.25,000 and other prizes from Estelle Jewellery.

In June 2003, Launched Pampers - world’s number one selling diaper brand with sales of US$ 6 billion annually. Pampers provides superior dryness for uninterrupted overnight sleep, with just one pampers diaper. In India, Pampers Fresh & Dry is available in a variety of three sizes – 4s, 10s and 25s.

In July 2003, Launched Pantene Long Black, the ultimate solution for achieving the Long and Black hair look, and Head & Shoulders Silky Black - the only shampoo in India to offer the dual benefits of 100% dandruff-free as well as silky black hair.

In September 2003, Announced that its superior quality Tide sachet is now available at Re. 1 per sachet and its Ariel sachet at Rs. 2 per sachet, thus making the world’s best detergents available at lower prices.

In January 2004, Announced the launch of Rejoice – Asia’s No. 1 shampoo, in India. Rejoice’s patented Micro-Silicone conditioning technology gives twice as smooth, and easy to comb hair versus ordinary shampoos, at affordable prices in 100 ml bottles and 7.5 ml sachets.

In March 2004, Reduced the prices of Ariel and Tide bags (large packs) by 20-50%, while maintaining the superior quality. The superior quality one kg pack of Tide now cleans a family’s one month laundry in just Rs.23/-, while a one kg pack of Ariel cleans a family’s one month laundry in just Rs.50/-.

In April 2004, Announced the launch of Pantene Hair Fall Control, which is designed to free women of their hair fall concerns by reducing hair fall due to breakage by up to 50% within just two months, thus giving them stronger, thicker looking and beautiful hair. The prices of Pantene 100ml and 200ml bottles were Reduced by 16%, offering superior value to consumers.

In August 2004, Signed Preity Zinta – Bollywood's #1 Actress, as Brand Ambassador for its Head & Shoulders anti-dandruff shampoo that gives 100% dandruff-free soft beautiful hair.

In October 2004, Launched New Pantene Amino Pro-V Complex shampoos, which makes hair ten times stronger.

In November 2004, Launched New Tide Bar. The New Tide Bar is unique as compared to the available detergent bars because of its three unique features: (i) It has green speckles called Whiteons, which release a unique whitening action on reacting with sunlight; (ii) Its technology also ensures that it lasts longer, does not dissolve easily and delivers a good balance between bar-hardness and ease of application on clothes and; (iii) It has a lemony & refreshing fragrance that lingers on clothes hours after wash.

P&G Product Mix Width and Depth

All Above information From P&G Home Products

Monday, November 28, 2011

Negotiable Instruments

Negotiable Instruments
Click to view

Thursday, November 24, 2011

1 Minute Brand Positioning Self Analysis

As a marketer striving to build a winning brand in a sea of competition, your chances for success are greatly increased if:

You have profound insight into your consumer's values and motivations.

You fully understand the following for all the categories in which your brand operates:

(a) the different market segments,

(b) the competitive set, and

(c) which consumer benefits are “cost-of-entry“ versus “differentiating“.

You fully understand the decision making process (rational or not) the consumer uses to purchase your brand.

You defined the role, target consumer, essence, promise, archetype and personality for your brand and are certain every key stakeholder is united around each.

You have absolute clarity around what your brand stands for and how it is unique and compelling to consumers.

You have criteria to help you decide when you can use an existing brand, when a completely new brand is needed and when a sub-brand is the right choice.

The success of your brand depends on many things...but mostly on you.

Monday, October 31, 2011

FB Page

Like my Page in Facebook

https://www.facebook.com/pages/YesR-Photography/266394763396244

Saturday, October 29, 2011

Photography

Shot this in Munnar National Park

Monday, June 21, 2010

లండన్

కన్నా వాళ్ళకు దూరమయి కన్నీటి కి దగ్గరయి,
అవకాషలకు దూరం అయి అనుబంధాలను అమ్మ చేతి రుచులను మరిచి....
అమ్మ వొడి ప్రేమ కోసం అదురుచుస్తునం....

Wednesday, January 13, 2010

Sankranti Suba kankshalu

Hi frns

I wish u a happy sankranti to u n u family

Don't sit in houses and njoying d films n fest

just get out from d house n check out the rangolis out side....

ur's
Surya

Friday, December 25, 2009

3 IDIOTS

3 IDIOTS, another Munnabhai with values and morals. I liked the apporoach of Rajkumar Hirani for his commitment to the better society.... 2nd half length is what makes 'some' uncofortable but definitely a great film. i think, Amir can never do a bad film in future if he agrees films like this.....

Saturday, November 28, 2009

How to Plan the Documentary ?

Why to make Documentary ?

This is the most important question , the answer is when you make documentary you Get to learn

1. Planning

2. Working as team

3. Dubbing

4. Camera Handling

5. Editing

And it gives your first movie which you can see and show to Dad!!!

Its easier than any other types of movie , short film or anything , because you don’t need someone to act out the scenes for you (its really challenging) , you just have to ask little favors from others , and ask them what they think and just shoot that .

I will just share what we learn in these five things from our Documentary making, so that if you are shooting your first documentary this will definitely help you.

I) Planning

This is the first and most important part , where you try to see your final outcome.

Here are 9 things that we learned from Planning

1. It starts from Topic of Documentary . And its most essential part ,

And don’t let only one person decide what will be the topic, choose the topic that excites all the team , if out of 4 , 3 likes the topic and one don’t , that remaining gonna cause problem , not knowingly but he will.

Trust me on this , he will definitely sleep in major phase of Editing . (I’m joking actually anything can happen someone might loose interest someone might gain)

But its always great if all you love the topic , because it’s the only thing that will keep you alive in EDITING stage.

In EDITING there would be some moments where all brains will be shut down, I’m not exaggerating.

That’s why you have to choose the topic you love and not just one you like.

2.Always decide the length of Documentary, that will tell you while planning that how many shots and there length they suppose to have.

3. when you will have the topic , sit all the team together and list all possible shots you will love to and you will need to take. Be more flexible , look at your list and see how much of them are pretty rare shots , don’t count on them. That’s why list more shots that have possibility of getting easily.

If you are listing shots like A specific bird seating on the something specific (monkey , tiger), how in the world you gonna make it unless your are GOD ..

List the shots that are easily available and more appropriate to the topic.

4. If your shooting something that does not depend on natural , atmospheric events , you can create good storyboard , like

if you are visiting the Fort or something specific , when you choose the topic Rain , you cant seem to make storyboard and you have list of scenes which seems pretty rare , if you found someone who have made his first documentary on Rain without stealing somebody’s scenes , say him you are awesome Dude …

so storyboard will give the clear idea that how your final documentary will be .

5. Now check the battery of your camera , how many hours it runs ?

Can you take two or more batteries , and please don’t use two different cams as it will cause problems in editing , and it will increase the complexity.

Also check the storage capacity of your camera

6. Now if for some shots or may be for all shoot you have got only one chance , like going away for many kms , or sometimes it just the place has only 2 or 3 hours , or you have got the permission for only 2 hours ,

You have to think of all possible options that can go wrong and make pre adjustments, don’t assume that it wont happen or you will figure out how .

7. Always remember , what you planned doesn’t happen 51% of time , I just made up the percentage , but What were you thought most of the times wont happen, you can take it positively too.

That’s why its important to take care of what can go wrong , what to do for that.

Planning saves so many times but not always , but believe me its so much fun , to shoot that you cant control.(There will be times when your camera suddenly wont save anything though it has all free disk)

8. If you are planning for the first time , decide small length of documentary like 7 or 8 mins , you may laugh but believe me buddy you will learn the importance of 1 milisec in Editing

9. If you choose the topic that is in your city and in 10 to 15 kms radius of your home , it will save you from many problems. Like It will free you from your storage and battery problems of your camera,

the best advice I would like to give about the topic is that choose something rare but easily available , or choose something common but show all the uncommon and totally different aspects.

Copyrights bramhaa.com

Food facts

- Lemons contain more sugar than strawberries

- The onion is named after a Latin word meaning large pearl

- Ice Cream Is Chinese Food!
When the famous explorer Marco Polo returned to his homeland of Italy, from China in 1295, he brought back a recipe (among other things). The recipe, was a Chinese recipe for a desert called "Milk Ice." However, Europeans substituted cream for the milk, and voila..."Ice Cream." Ice cream has been a hit ever since!

- In France, people eat approximately 500,000,000 snails per year

- Carrots Really Can Help You See In The Dark!
Vitamin A is known to prevent "night blindness," and carrots are loaded with Vitamin A.

- Sometimes Frozen Fruits And Vegetables
Are More Nutritious Than Fresh!
The longer that fruits or vegetables sit around waiting to be sold or eaten, the more nutrients they lose. But fruits and vegetables grown for freezing are usually frozen right after they're picked. Therefore, they have less time to lose their nutrients.

- You're More Likely To Be Hungry If You're Cold!
Temperature can affect your appetite.
-
-chef Suresh

Tuesday, June 2, 2009

linkin park Numb lyrics

I'm tired of being what you want me to be
Feeling so faithless lost under the surface
Don't know what you're expecting of me
Put under the pressure of walking in your shoes
(Caught in the undertow just caught in the undertow)
Every step that I take is another mistake to you
(Caught in the undertow just caught in the undertow)

[Chorus]
I've become so numb I can't feel you there
Become so tired so much more aware
I'm becoming this all I want to do
Is be more like me and be less like you

Can't you see that you're smothering me
Holding too tightly afraid to lose control
Cause everything that you thought I would be
Has fallen apart right in front of you
(Caught in the undertow just caught in the undertow)
Every step that I take is another mistake to you
(Caught in the undertow just caught in the undertow)
And every second I waste is more than I can take

[Chorus]
I've become so numb I can't feel you there
Become so tired so much more aware
I'm becoming this all I want to do
Is be more like me and be less like you

And I know
I may end up failing too
But I know
You were just like me with someone disappointed in you

[Chorus]
I've become so numb I can't feel you there
Become so tired so much more aware
I'm becoming this all I want to do
Is be more like me and be less like you

[Chorus]
I've become so numb I can't feel you there
I'm tired of being what you want me to be
I've become so numb I can't feel you there
I'm tired of being what you want me to be

Tuesday, May 5, 2009

THIS IS ABT YOUTH's INSPIRATIONAL NATIONAL LEADER

Chandrasekhar Azad was a great Indian freedom fighter and revolutionary thinker. Revered for his audacious deeds and fierce patriotism, he was the mentor of Bhagat Singh, the famous Indian martyr. Chandrasekhar Azad is considered one of the greatest Indian freedom fighter along with Bhagat Singh, Sukhdev, Rajguru, Ram Prasad Bismil, and Ashfaqulla Khan. Chandrasekhar Azad's parents were Pandit Sita Ram Tiwari and Jagrani Devi. He received his early schooling in Bhavra District Jhabua (Madhya Pradesh). For higher studies he went to the Sanskrit Pathashala at Varanasi. Young Azad was one of the young generation of Indians when Mahatma Gandhi launched the Non-Cooperation Movement. But many were disillusioned with the suspension of the struggle in 1922 owing to the Chauri Chaura massacre of 22 policemen. Although Gandhi was appalled by the brutal violence, Azad did not feel that violence was unacceptable in the struggle, especially in view of the Amritsar Massacre of 1919, where Army units killed hundreds of unarmed civilians and wounded thousands in Amritsar. Young Azad and contemporaries like Bhagat Singh were deeply and emotionally influenced by that tragedy. As a revolutionary, he adopted the lastname 'Azad', which means "Free" in Urdu.There is an interesting story that while he adopted the name "Azad" he made a pledge that the Police will never capture him alive. Azad and others had committed themselves to absolute independence by any means. He was most famous for The Kakori Rail Dacoity in 1925 and the assassination of the assistant superintendent of Police John Poyantz Saunders in 1928.
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Azad and his compatriots would target British officials known for their oppressive actions against ordinary people, or for beating and torturing arrested freedom fighters. Azad was also a believer in socialism as the basis for a future India, free of social and economic oppression and adversity.