Why New Delhi should host the 2024 Olympic Games; an Ethical and Cultural Report. ADV20001 Semester 2, 2014 Major Group Assignment. Aaron Atton, Daniel Bragin, Kris Felsinger & Rachael Kertes. Swinburne University of Technology, Australia.

1. NEW DELHI 2024
India is a country located South East of Asia, with a population of 1.2 billion people,
totaling 17% of the world’s population. Over 17 million people live in the capital, New
Delhi alone. The official language spoken in India is Hindi, however they are the largest
English speaking country in the world. India was born in 3300 BC to 1300 BC with the
Indus Valley Civilisation that spread throughout the northwest of the Indian subconti-nent,
and in the fifth century Hinduism spread throughout India. In 1947 India gained
independence from Great Britain, led by Mahatma Gandhi, since then and the economic
liberalisation in India in 1991 it has become one of the fastest growing economies in the
World. (India Online Pages, 2014).
India has a long history with the Olympics that dates back to 1920, sports in India are
very ancient and it is believed that those such as wrestling, polo, archery, hockey and
chess all originated in India. “India's association with the Olympics started when the
country was still striving for its independence. The national sport, Hockey was the pri-mary
sport to give the country a feel of gold. India's Men's Field Hockey team won the
gold for six successive Olympic years from 1928-1956. Though, nothing can beat the
craze of the Indians for cricket, but Abhinav Bindra's phenomenal performance at the
2008 Beijing Olympics has proven to be a catalyst to evoke interest of the Indians in the
mammoth sporting event. The country for the first time welcomed and appreciated, a
sports personality not hailing from the cricket background with so much admiration and
reverence. Even the athletes were motivated to put up a better show. It is worth noting
that India's performance at the Olympics has improved considerably after the year 1994
with more athletes getting individual medals for the country” (Maps of India, 2014).
New Delhi is the capital of India and is a very fast growing city. “It is surrounded on
three sides by Haryana and to the east, across the river Yamuna by Uttar Pradesh. His-torically,
the city has long since been the foremost in political importance with succes-sive
dynasties choosing it as their seat of power, between the 13th and the 17th centu-ries.
Remnants of the glorious past survive as important monuments in different parts
of the city.” (Govt. of NCT of Delhi, 2014)
New Delhi has the capability to be the host city for the Olympic games, illustrated by
recently successfully hosting the 2010 Commonwealth games. “Commonwealth
Games chief Mike Fennell hailed Delhi 2010 a success despite the event getting off to
a troubled start. The Games overcame concerns on security and infrastructure to end
with a lively closing ceremony, as the hosts' mantle was officially passed to Glasgow
2014. "Delhi has performed," said Fennell. "The competition has gone well, the venues
were of a high standard and the athletes are happy” (BBC Sport, 2010)

2. CULTURE & CUSTOMS
India is identified as the birthplace of Hinduism and Buddhism, 84% of the
population identifies as Hindu and About 13% are Muslim, making it one of the
largest Islamic nations in the world. Christians and Sikhs make up a small per-centage
of the population (3%), and there are even fewer Buddhists and Jains
(Zimmerman, 2013). Since most of the population is Hindu, being vegetarian is
a popular choice, since their religion does not allow the consumption of pork.
This makes India a popular travel destination for tourists who are vegetarian and
vegan, although chicken and fish are also popular choices of protein for those
who enjoy meat.
When you compare Western cultures with Asian cultures, (In this case India) you
see huge differences. However big these differences might be, India is one of the
most open countries in the world. Indian women are usually the ones who stay
at home and take care of the household whereas the men go out and make money
to put food on the table; this is how it has been done for hundreds of years, how-ever
there is a growing trend for women to also join the workforce. The cultures
and customs of India have been constantly practiced for thousands of years,
when you speak in terms of Hofstede's cultural dimensions theory we can exam-ine
the effects of India’s culture on the values of its citizens and tourists alike.
This is important for Olympic tourists to understand and be respectful of the
local culture. So people must be aware of cultural differences because what may
be considered perfectly acceptable and natural in one Country can be confusing
or even offensive in another, especially in India.
In terms of safety India is not a country to fight over resources and other political
issues with other lands, instead regional identity and the mother tongue seem to
be more important. As of today there is no dispute or war in India at the moment
thus making it safe for tourists to come visit and explore local culture. Many pol-iticians
and world leaders alike have taken this idea of India being a sporting
destination into consideration. “We are working on a project for the comprehen-sive
development of the sports sector in India over ten years. We want to put
India in the top ten list of nations in sports before the Olympics 2024” (BBC
News, 2014). This demonstrates that India has already been accepted as a future
hotspot for tourism, and a candidate for the global stage, the Olympic games.

3. SOCIOLOGICAL TECHNOLOGY
Ever since India became independent in 1947, the advancement of science and
technological has received a lot of funding from the government and has also
gained a lot of political support. Due to the large amounts of public and political
support, India has become one of the leading countries in many areas of research.
This is due to Universities and the Government aiming to produce leading scien-tists,
top of the line research establishments and new technologies to aid in many
industries. Science and technology has also been an elemental part of India’s
advancement and culture throughout their history, India’s technological advance-ment
has seen a lot of breakthroughs in many fields such as medicine, chemistry,
metallurgy and brain surgery. This has created many practical applications all
over the World.
LEGAL
India upholds a common law legal system that was first introduced by the Brit-ish,
and has also been expended from religious prescript. After India gained inde-pendence,
an Indian Parliament was created and started to draft out India’s Con-stitution,
during which India looked to the United Nations for guidance in creat-ing
human rights and environmental laws. The Constitution itself is an escort
through many functions such as legislative and judicial matters within the Coun-try.
As mentioned previously, some laws were created with religion in mind,
which means certain taboos can be punishable by imprisonment, like homosexu-ality.
As of the 11th of December 2011, the Indian Supreme Court ruled out an
act made by the Deli High Court that decriminalised homosexuality. The number
of arrests in India for homosexuality has been minimal; however it has lead to
imprisonment in the past. Visitors who are homosexual should be very cautious
when visiting. There are few other laws in India that visitors should be aware of
to avoid trouble. As well as carrying powerful technological equipment such as
Hi-Definition Cameras, binoculars and recording devices as they may require
permission from local Indian authorities. This is due to the fact that misunder-standings
do happen, what may seem a harmless act of recording a sporting event
or building could be interpreted differently to authorities and serious penalties
can be applied. These strict laws are very effective and help to improve the gen-eral
public’s feeling of safety.
India has a wide variety of mixed customs and traditions that are both old and
new. At times, it can also be mashed together with modern Asian and Western
cultures. The main thing that stands out of Indian culture is the hierarchical
system within business’s, relationships and families. Basically they have a social
status, which is very important to them. However, in general they are a very
friendly and considerate people. One of the ways of showing social prestige is by
wearing the proper clothes. Woman in India follow a social code to wear clothing
that is not too extreme, in other words, do not expose too much of their skin.
However, for the men, the dress code is similar to that of Western cultures, jeans,
shirts, business suits, etc. Physical contact in public between and man and a
woman, is not acceptable, more so than in Western cultures, during conversations
people tend have a good distance between each other, however they are more
accepting of tourists. India has a culture built on good manners, on public trans-port
if someone kicks a person’s belonging by accident, an apology would be
offered and accepted kindly, unlike some cultures, for example Americans tend
to ignore rude behavior on trains. Indians also consider that the left hand of a
person is unclean, so they use their right hand for common deeds such as handing
over money in shops. Another common Indian custom is to leave shoes outside
before entering another’s home; this shows respect towards their hosts. Indians
also tend to give to each other, whether it’s a glass of water or a gift and are
always accepting and thankful, as not the be disrespectful.

4. POLITICS ECONOMICS
India remains to this day the world’s largest constitutional democracy, com-plete
with laws and institutions, functioning Parliament with over 300 political
parties, a free press, public control of the military and free elections, which
have millions of voters turnout. India has supported women’s right to vote since
1935 (Chandran et al, 2014) and at the most recent, 2009 federal elections, 56%
of registered female voters took to the polling booths (Chandran et al, 2014).
Indira Ghandi was the first female Prime Minister of India, and served from
19…. However India still faces battles of gender inequality, and hosting the
Olympic games in New Delhi can be seen as a positive force for equality with
women competitors encouraging the younger generations in the community to
stand up for women’s rights. Female voters in the current generation are already
gaining momentum toward gender equality; “…there’s a heightened sense of
gender inequality in the Country now. That’s bringing more women out to
vote.” (Chandran et al, 2014).
Poverty is a large issue in this Country with over one billion citizens, however
Parliamentary Acts have been tackling these issues for decades, through
schemes like the ‘Mahatma Gandhi National Rural Employment Guarantee Act
of 2005’ aimed at reducing unemployment and poverty. This Act has been
“hailed as a significant poverty-alleviation measure in India.” (India since….
Page 98). This Act guarantees one hundred days of employment, working in
production of public goods to aid water conservation, drought proofing, and
expanding irrigation and land development for 60 rupees per day. “This has
ensured greater transparency and accountability than was the case in the past.”
(India since… page 98). By hosting the 2024 Olympic games in the capital,
New Delhi, the tourism industry can further support the poorer members of the
India suffered an economic crisis in 1991, and in effect “empowered liberal
statesmen and technocrats to move the Indian economy substantially in the
direction of private entrepreneurship and economic globalization” (Ganguly et
al, 2011, pg84). And in turn, a foreign-exchange crisis that forced India to
approach the International Monetary Fund (IMF) the World Bank, to meet
import obligations as the commercial banks stopped lending to India. The crisis
prompted the competitiveness in India’s private sector; this was the start of the
globalization of India’s economy in terms of economic deregulation and trade
promotion. The availability of entrepreneurial resources in trade and commerce
aided India’s competitiveness in many areas since the crisis in 1991. Many of
India’s large and small businesses embraced foreign capital, some as joint-ven-ture
partners. India’s largest telecommunications company ‘Airtel’ profited
enormously from international partnerships with Singtel and Warburg Pincus.
“The result [of economic deregulation and international trade] is that India
attracted more than $20 billion a year in foreign investment since 2006” (Gan-guly
et al, 2011, pg89). The worlds largest private firm was started and contin-ues
to run out of India, the Tata Group, which was valued at $63 billion in 2008
(Ganguly et al, 2011, pg89). If not for the globalization of the Indian economy,
the Tata Group wouldn’t be the largest private firm in the world, due to its’
global sales representing 61% of total sales in 2008, and 30% of 350,000 em-ployees
residing outside India (DeVotta, 2010, pg89). Whilst the substantial
growth in industrial, trade and infrastructure in India has boosted the economy
since 1991, there are areas that still need improvement. Some of these areas
include electricity generation, agricultural growth and improving the general
well being of citizens.

5. REFERENCES
Adeney K, Wyatt A, 2010, Contemporary India, Palgrave Macmillan, New York.
Bar Council of India, 2014, Brief History of Law in India/Bar Council of India, viewed 28/10/2014, http://www.barcouncilofindia.org/about/about-the-le-gal-
profession/legal-education-in-the-united-kingdom/
BBC Sport, 2010, Commonwealth Games 2010: Delhi event hailed a success, BBC Sport, viewed 28/10/2014, <http://news.bbc.co.uk/sport2/hi/common-wealth_
games/delhi_2010/9092727.stm>
Chandran, R, Pradhan, B, 2014, ‘India’s Women’s vote becomes more independent’, Bloomberg Business Week, viewed 21/10/14, < http://www.business-week.
com/articles/2014-05-08/indias-womens-vote-becomes-more-independent>
Country Studies, n.d., India: A Country Study/Science and Technology/Countrystudies.US, viewed 27/10/2014, http://countrystudies.us/india/101.htm
DeVotta N, 2010, Understanding Contemporary India, Lynne Rienner Publishers, United States.
Fsdinternational, n.d., Environmental Sustainability Issues in India/Foundation for Sustainable development, viewed on 28/10/2014, http://www.fsdinterna-tional.
org/country/india/envissues
Ganguly S, Mukherji R, 2011, India Since 1980, Cambridge University Press, New York.
Govt. of NCT of Delhi, 2014, History of Delhi, Delhi.gov.in, viewed 28/10/2014, <http://delhi.gov.in/wps/wcm/connect/DoIT/delhi+govt/trav-el/
delhi+history>
Gov.UK, 2014, India Travel Advice/Local Laws & Customs/Gov.UK, viewed 28/10/2014, https://www.gov.uk/foreign-travel-advice/india/lo-cal-
laws-and-customs
Hawkins RE, 1987, Encyclopedia of Indian Natural History, Oxford University Press.
Incredible India, 2014, Discover India, Incredible India, viewed 28/10/2014, <http://incredibleindia.org/en/travel-discover-india/discover-india>
Bishop D, 1975, ‘Indian thought, an introduction’, Wiley.
Johnson G, Bayly CA, Richards JF, 1987, The New Cambridge History of India, Cambridge University Press.
India Online Pages, 2014, Population of Delhi 2014, Indiaonlinepages.com, viewed 28/10/2014, <http://www.indiaonlinepages.com/population/delhi-popu-lation.
html>
Indiamarks, 2013, First time in India? A guide to Indian social etiquette & customs/Indiamarks.com, viewed 27/10/2014, http://www.indiamarks.com/-
first-time-india-a-guide-indian-social-etiquette-customs/
Maps of India, 2014, India Olympic History, Performance of Indians in Olympics, viewed 28/10/2014, <http://sports.mapsofindia.com/olympics/history.ht-ml>
Rapson EJ, 1987, The New Cambridge History of India, Cambridge University Press.
Singh, H, S, 2013, India‘s Supreme Court Declares Homosexual Sex Illegal/CNN, viewed on 28/10/2014, http://edition.cnn.com/2013/12/11/world/asia/in-dia-
same-sex-relationship/
Understanding Contemporary India, Devatta, page 175 & 176 (Only had picture of book and pages, didn’t have actual copy)
Zimmerman KA, 2013, ‘Indian Culture, Traditions and Customs of India, viewed 28/10/2014, < http://www.livescience.com/28634-indian-culture.html>
Images:
Arnhem, 2013, The Colours of India [image], Arnhem Blog, viewed 28/10/2014, <http://blog.arnhem.co/the-colours-of-india/>
Indian Restaurant New Delhi, 2014?, Taj Mahal [image], Indian Restaurant New Delhi, viewed 28/10/2014, <http://www.indianrestaurantalicante.com/>
Swide, 2013, Indian festival of colour [image], Swide, viewed 28/10/2014, <http://www.swide.com/photo-gallery/holi-the-indian-festi-val-
of-colours/2013/03/07/1-8>
The Financial Express, 20143, Indian Currency [image], the Financial Express, viewed 28/10/2014, <http://www.financialexpress.com/news/indian-ru-pee-
bounces-back-from-60.90-as-rbi-steps-in-ends-at-60.43/1149871>
The Viewspaper, 2014?, Indian Politics [images], viewed 28/10/2014, <http://theviewspaper.net/indian-politics-in-a-mares-nest/>
Thomas White International, 2014, India; From Splendid Past to Prosperous Future [image], viewed 28/10/14, < http://www.thomaswhite.com/world-mar-kets/
india-from-splendid-past-to-prosperous-future/>
Wallpapers Wide, 2014?, Indian Mosque [image], viewed 28/10/2014, <http://wallpaperswide.com/mosque_in_india-wallpapers.html>

6. Faculty of Business and Enterprise
Assignment Cover Sheet for Undergraduate Courses
(for individual and group assignments)
This cover sheet is to be attached to all assignments, both hard copy and electronic format.
STUDENT(S) DETAILS
10 August 2010
Student 1 Student 2 Student 3 Student 4 Student 5
2100193 163058x
7681380 7657501
Student ID Number(s)
Family Name(s)
Kertes
Atton Bragin
Given name (s)
Rachael
Aaron
Daniel
SUBJECT DETAILS
Subject Code
Subject Title
Lecturer’s/Tutor’s Name
Tute/Lab day & time
ASSIGNMENT DETAILS
Title or Topic Addressed
Felsinger
Kris
ADV20001 Advertising; Issues & Ethics
Nagia Bracic Tuesday 1:30pm
2024 Olympics, New Delhi
2nd November
Due Date
Date Received
DECLARATION
1. I/We hold a photocopy or electronic copy of this assignment which can be produced if the original is lost/damaged;
2. To the best of my/our belief, no part of this assignment has been copied from any other student’s work or from any other source except
where acknowledgement is made in the text;
3. No part of this assignment has been written for me/us by any other person except where such collaboration has been authorised by the
lecturer concerned and where acknowledgement is made in the text;
4. No part of this assignment has been previously submitted as an assessable item, except where authorised by the lecturer concerned and
where acknowledgement is made in the text;
5. SAFE ASSIGN: For units where Safe Assign facility is available in the Blackboard site
1/we declare that this assignment has been submitted to Safe Assign (as specified in the unit outline) and all identified matches and
referencing have been checked and corrected.
I / We accept that electronic submission of this cover sheet will be taken as consent to the terms outlined in Points 1 to 5 of the above
declaration by the student/s submitting this assignment.
Rachael
Student Signature(s)
MARKER’S MAIN COMMENTS
Aaron
Daniel
Kris
Marker’s Signature Date Grade/Mark