Business Opportunities In Auckland, New Zealand – Indian Classical Dance Classes

Literature Review

Business opportunities in Auckland, New Zealand is thriving especially with multiple communities immigrants settling in the region (Ashley 2011). Indian communities are the second largest population in the country along with Chinese. With increasing number of Indian immigrants, there is a growing need to maintain their cultural identities. The scope of this current study deals with business plan in regards to Indian Classical Dance Class. The business will offer varied types of dance classes in the country with various training modules. This current section analyses literature section analysis, methodology and analytical used for the study (Drummond 2012). In the end a conclusion is drawn for the study.

Increasing number of Indian immigrants is New Zealand have created business opportunity for Indian Classical Dance classes. This business will explore scopes pertaining to establishment of Indian Dance classes in Auckland, New Zealand. Such dance classes can get high recognition and generate demand in Auckland area due to increasing number of Indian populations (Ashley 2014). The study aims at investigating varied types of population within the area and nearby for analysing nature of demand that will be experienced. The focus of the institute will be to revolutionize ways in which Indian classical dances are offered to students and candidates. Traditionally leaner’s used to learn various dance moves from YouTube videos but the current dance school will appoint best of teachers with expertise in the subject to expand their skills (Husain 2012). Thus, there will be exploration regarding demands pertaining to particular dance forms and then connecting them to particular segment of the population. 

In order to attain aims of the study the following research objectives has to be met.

• Research Objective 1: To create an ambience of learning of Indian Classical dances
• Research Objective 2: To establish a connect between several dance forms with that of population segment
• Research Objective 3: To develop the dance academy at several other places in New Zealand 

In order to achieve the above research objective, the following research question needs to be attained.

• Research Question 1: What steps needs to be accommodated for developing an Indian Classical dance academy?
• Research Question 2:What are the separate dance forms that Indian community in    Auckland wants to study?
• Research Question 3:What are the other places apart from Auckland where dance academy can be established?

In order to conduct any study in depth a literature review of various sources needs to be conducted. For this study, there have been multiple types of books and journals involved that has guided conduct of the study. There are three areas in which the scope of the current literature review  will be based, in evaluating the scope of the business, in analysing the industry concept and finally towards analysis of target audience. There will be various journals and articles taken from each areas to gain  further deeper understanding related to the topic.    

Business environment in New Zealand is not extremely competitive in nature. With gradually growing population and increasing propensity to consume, there has been a steady rise in direct consumer oriented businesses. Majority of business set up in New Zealand especially Auckland requires minimum amount of compliance requirements. Businesses has to obtain trade license for conducting their businesses and other compliance factors as might be deemed necessary. For manufacturing and production oriented businesses a pollution certificate needs to be obtained. Chambers of Commerce in New Zealand is very cooperative and supports any type of business setting up in the country. There are other minute requirements to establish business in the area as to obtain certificate of no objection from landlord and other necessary certificates. But these are very minute in nature and does not impose any sort of challenges in establishing businesses within the country. There are special team for business development in the area aimed at helping entrepreneurs in establishing and running their businesses.

Business Environment in New Zealand

The Government in New Zealand undertakes various initiatives for development of entrepreneurship endeavors within the country. There is a great deal of rise of social as well as business entrepreneurship in the country. Bacq & Janssen (2011) in their article examines the various social entrepreneurship initiatives that are currently being undertaken in the country (Bacq 2011). Along with initiatives in the field of entrepreneurship, there are various funding arrangements provided for companies such that they can establish and expand their businesses. Along with conducive business environment, there are various impetus of growth provided in the country. There is minimum amount of political interference in business set-up within the country. With almost nil bureaucratic interference and government providing a positive support to businesses, they are currently flourishing in the country. The political environment within the country is highly stable, making it more conducive for business. However, major concentration of business in New Zealand area is on rural businesses and not on urban based business. Agricultural and farming based businesses are booming in NZ area as contrasted to other type of businesses.

Economic challenges for businesses in the country are also minor in nature. The country has a stable economic environment with stable currency system. The markets within the economy are also quite stable that allows businesses to develop with much challenges. Social environment existing encourages new business growth. With steadily increasing population and immigrants in the country, there is a large influx of various types of businesses. The country  has a stable inflation rate with stable rate of currency exchange. Economy of the country is mostly based on its own consumption patterns rather than depending upon external sources of export and import based businesses. The country exports to few of the neighboring countries as Australia, China, Indonesia and so on and it imports from these countries. Tourists influx in the country is high as it attracts various people from neighboring countries for its scenic beauties.   Businesses of various nature, from various communities are being set up in the country with acceptance from local community. There are a number of immigrants from Australia, China, India, Bangladesh, Pakistan, Indonesia and other neighboring countries. With such diversified mix of colonies co-existing within the country, there are varied types of indigenous businesses that are being set up. Maori businessmen are the most traditional businesses that exists in the country. With recent opening up of the economy of the country there has been a large number of international and multinational corporations that have established their businesses in the country. Apart from international chains, a lot of indigenous businesses also exists parallel in the country.

Entrepreneurial Environment

There has been a steady appearance of spices business, local cuisine business, grocery store businesses in the country that are gaining prominence. New Zealand is the home to an advance technology system, where setting up business websites or Apps are quite a common thing. This allows attracting customers to a great extent as they can easily avail various products on the ease of a click. Technological development within the country has been robust with adaptation related to Wi-Fi systems and other App based systems to support growth. Business based technological development have taken a robust  shape within the country, with government laying special initiatives for setting up of the same. Businesses can also provide various products and discounts to their customers directly through the website and App. The Company aims at offering dance classes can easily offer website based and App based training programs as well to its customer groups. It can also aim at marketing or promoting its business through website and App in form of paid or unpaid advertisements. The Company can also market its products through social media as Facebook, Twitter, Instagram and so on. Legality of businesses is easy to establish in the country as there is minimum laws and regulations that needs to be complied with. Businesses establishing in NZ area needs to comply with laws, rules, regulations of the land. They need to conform to land laws, labor laws, workers safety rules and other laws or regulations as deemed to be necessary by the legal team of the Company. The legal team or professional appointed by the Company has to evaluate the necessary laws as are required to be complied by the Company and has to abide by the same.

Most integral aspect of conducting business in New Zealand is that a major proportion of the population comprise of Maori tribes. Various businesses within the country are established by Maori population or consumers are Maori. Petrie (2013) examines the most primitive colonies New Zealand, which established and conducted businesses (Petrie 2013). While the percentage of Maori population establishing ventures in urban areas is relatively less, they are mostly concentrated in rural areas. New businesses establishing in the area has to compete with businesses indigenous businesses there or has to cater to customers, who are mostly Maori. Auckland is an urban area, where concentration of Maori population is relatively less compared to other nationalities. Therefore, businesses in Auckland or an y other city area has to cater to relatively lesser number of Maori population but in cases of online customers, they need to cater to varied types of customer profiles.     

Indian Classical Dance Classes in Auckland, New Zealand

With emergence of entrepreneurship endeavors in New Zealand, there is large impetus from government as well as local corporations. Funding banks have lowered their interest rates and also providing help based on knowledge inputs for growth and development of businesses. Welter, Brush, & De Bruin (2014) identifies gender based development of entrepreneurship in the country (Welter 2014). While earlier focus was mostly on male entrepreneurs, currently females entrepreneurs are receiving several aid for setting their own businesses. There are programs for women empowerment that allows them to expand and set their businesses to cater to needs and demands of the population. There are a number of home based ventures that are being set up by females entrepreneurs in the country. However, current infrastructural development has also led to various professional and freelance based entrepreneurial ventures being developed by women. The sole success of the business will be determined by its capability to establish as an only avenue for learning dance. There are yet not established Indian Classical Dance school in the region that caters varied number of customer segments. This will be an unique proposition in the area offering varied opportunities to learn the art form. Further, its capabilities to provide online training will help attract large number of people from varied segments of the population.             

New Zealand is characterised by mostly indegeneous population and immigrants. There is a large segment of the population that includes people from Indian communities. Presence of Indian communities  has made it mandatory to have various ethic oriented requiremets. There are Indian cuisine restaurants, clubs, community centres, grocery stores and so on. Indian Classical Dance forms an integral part of the Indian community. During religious, entertainment or marriage functions, dance is a major inclusion. Analysing pertinent literatures reflects that Gujarati’s and Punjabi’s constitutes major proportion of  Indian population in NZ. These ethnicity considers dance as an integral part of their daily programs. Therefore, they learn dances for the various cultural programs  through YouTube videos or other videos available online. But these videos are not sufficing to be able to train these individuals for dance programs. These segment of the population also lacks dance choreography, which is  a requiremetn for Indian Classical Dance performances (Tapsell 2008). New Zealand’s ethnic Indian group is able to make a shift among several cultural contexts like that of the home nation and also of the host nation. This is done relatively easily by them as the Indian society’s basic composition and their familiarity in terms of negotiations between postcolonial and colonial life aspects make the people get used to living in a setting which is diverse culturally.

Setting up of Indian Classical Dance classes will allow this segment of the population to learn and reproduce various dance forms suited to meet requirements. It has been found that often Indian communities invites dance personas from Indian subcontinent or elsewhere for meeting their dance needs. A large segment of the population often trains themselves from un-professional dance trainers, who have picked moves through some videos. It has been found that an avergae Indian Classical Dance performer from the subcontinent stays with local NZ family and spends upto 1 month in training, earning as much as NZ 10,000 a month. These dancers charge from anything between NZ 500 to NZ 1,000 per student for training for a special program for a period not more than 15 to 20 days. These trainings does not lasts long enough for students to remember them as well (Prescott 2009). Moreover, dance performances put up by these professional dancers attract large amounts of crowd, where ticket prices charged are substantially high compared to other entertainment  shows in the country. The cultural heritage in terms of India’s classical dances originates from areas which currently form the countries of India, Bangladesh and Pakistan. Additional influences also come from the Tamil culture that exists in South India as well as Sri Lanka and other neighbouring nations like Turkey and Iran. The history of India’s classical dance is a reflection of the road taken by India to nationhood and also that of its religious and cultural traditions.

For analysing deeper trends within the concept of  the current business idea, presence of Indian community with New Zealand has to be explored. An article  by Delord (2008) named Population trends in a community of large Procellariiforms of Indian Ocean: potential effects of environment and fisheries interactions. In the Biological Conservation, volume 141(7), pages 1840 to 1856 explores population trends within New Zealand (Delord 2008). The diversity and multi-culturalism and the ways in which people live together in a region that is made up of several cultures. It is regarding the ways in which they celebrate value and acknowledge cultures that are distinct and that have diverse practices. It is also regarding the frictions which take place between various cultures within the communities. It is regarding the reasons as to why or why not people take the decision to be a part of the dance practice classes that belong to a culture which is distinct from their own. It is also about how cultural dance occurs in a place which is multi-cultural and diverse. It is about the example which Auckland sets in the 21^st century urban life. It is regarding the ways in which the region is brought to life by the people and the ways in which they form connections within their communities by means of cultural practices. It is also about the things which make the region special, give the people a feeling that they are at home and how it makes the region feel as being “their place” and also make the region “our place”.

Some of the articles that has been contributed immensely towards the study are Booth (2014) article, Performance networks: Indian cultural production in Aotearoa/New Zealand (Docto ral dissertation, University of Otago) (Booth 2014). This article analyses several Indian cultural productions in New Zealand that are spreading the culture. There are several independent dance production houses in the country that are promoting the culture, hence there does exists scope and opportunities regarding the same. Anbarasi (2012) article Analysis of lower extremity muscle flexibility among Indian classical Bharathnatyam dancers. pain, volume 5, page 6 reflects the benefits of learning Bharatnatyam (Anbarasi 2012).  

Understanding target audience is integral to establishin successful business anywhere. While there is presence of large number of individuals from Indian population, they alone cannot be suffcing fact for setting up dance institute in the country. There are various marketing tools and techniques that helps analyse target audience group for a business. Shuker (2008) identified popular cultural music within New Zealand and various governmental policies concerning them (Shuker 2008). The best way to analyse target population segment is to anlyse demographic, geographic and pscyhographic factors.  

Sandler and Thedvall (2017) published book, Meeting ethnography: Meetings as key technologies of contemporary governance, development, and resistance (Volume 37). By Taylor & Francis analyses various contributors to the development of Indian classical dance classes in various areas of the world (Sandler 2017). Schultz (2011) article ‘Sons of the Empire’: Dance and the New Zealand Male examines several dance forms that are taught across New Zealand (Schultz 2011). Veblen (2013) article, The tapestry: Introducing community music. In the Community music today, pages 1 to 12 analyses specific community music that are o n continuous rise across world countries (Veblen 2013).

Proliferation of Indian community within New Zealand is critical to study for understanding demographci and geographci trends for purpose of markeitng of the business idea. Another prominent article in the area is by Johnson (2014) Diwali Downunder: Transforming and Performing Indian Tradition in Aotearoa/New Zealand. In the MEDIANZ: Media Studies Journal of Aotearoa New Zealand, volume 9(1) (Johnson 2014) that analyses demand of Indian cultural performances in festivals. While there is a general demand of Indian cultural performers in New Zealand but such trends has been seen to rise especially during festivals. Such trends analysis forms a critical background for purpose business analysis.

Analysis of demographic trends reveals prevalence of Indian population in the country. Demographic trend analysis is pertiennt for understanding demands related to the Company’s services. New Zealand is a sparsely populated country, hence it is integral that one analyses demographic features within the country prior to  designing services. In the country middle and high earning income group comprises of 40% of the total population, whereas lower middle I ncome groups consists of the rest of the demography. Further male to female ratio is almost 1:1, which makes it easy to offer the product to the entire crowd. Large number of females forms the target customer group for the Company, aged between 15 years to 45 years of age. Income group targetted at for the business is middle to high level income group.

Analysing geographic trends reveals that mostly customers in the cities will be targted, especially Auckland. Various parts of the country New Zealand is sparsely populated compared to other parts, hence as per geographic distribution of the crowd, the services of the Company needs to be offered. As population of Indians is high  and concentrated in major cities hence  they will be targeted. Within cities where Universities and other facilites are based, population is concentrated there. Most Indians or people from other communities prefer to live in these areas, as rural areas are mostly inhabitet by local people as Maoris. As the target population is not Maori population and mostly people from Indian communities, services of the Company will be based in city areas only. Marketing efforts like advertisments and promotions will be based in city areas as Auckland mostly.    

Psychographic  factor analysis reveals that customers who have interests in attending Indian weddings or religious or other functions will be interested in joining the dance classes. While the Company will offer dance classes specially oriented towards Indian religious and other programs, it will also aim at offering dance classes tuned to meet needs  of regular practice. The classes will be conducted regularly for exercise based practice and dance practice. The Company will target at grooming children specially such that they develop the art form. 

There are various literatures that define scope exisitng within New Zealand for establishing a new business. However, there is a literature  gap owing to analysing demand of target audience, who would want to opt for dance classes. Further presence of Indian classical dance classes in NZ areas has also not been established through literature analysis.

Conclusion

Analysing pertinent liertatures from various journals, articles and internet sources depicts prevalence of immense opportunities to set up business in NZ. However, there is no data or information that clearly states opportunities for Indian Classical Dance classes in the country. Therefore, data collection and analysis has to be conducted in order to understand scope of this business in the country, by connecting increase in Indian population and increase in their demand for Indian Classical Dance classes.

A research methodology forms critical backbone for any study. A research methodology defines ways a scholar progresses through the entire study. This study focuses on evaluating various business alternative in Auckland, New Zealand area. Neuman (2013) provides a detailed sketch of ways in which a study has to be conducted (Neuman 2013). Defining an appropriate business methodology while help cater to research objectives in a successful manner by identifying the problem areas effectively. While business scopes are immense in New Zealand as has been indicated through literature surveys, the scholar needs to understand the scenario through research methodology and secondary data collection procedure. For proper data collection procedure an appropriate research process needs to be defined clearly.    

Entrepreneurial methods are often selected to collected market related data. Analysis of market related data can reveal useful information that can be applied for this study.
There are multiple types of business research methods available which can be used to collect data as questionnaires, surveys, checklists, interviews, documentation review, observation, focus groups and case studies. For the purpose of this research documentation review has been adopted for understanding ways of how a program is conducted. It includes reviewing of minutes, applications and other relevant documents as in this case there are a multiple documents from local association for Indians has been obtained. It yields arriving at historical and comprehensive information from the already existing sources. As the information that is used for the study al ready exists, there are biases which are bound to be accommodated in the data. In Auckland, there are a large number of local clubs and other outlets where Indians community goes to. These places can help reveal crucial information for the business, as they publish magazines along with other write ups that are crucial to the business and can be used easily.     

For the purpose of this study, the scholar needs to understand business details in great depths prior to starting the venture. The scholar has decided to break down the study in components as establishing venture requirements, analysing industry factors prevalent in the country and analysis of target audience for the business. These components will be segregated and analysed separately as data will be collected for each of their components (Liamputtong 2009 ). Here the scope of the study does not pertain to analysing any problem rather to derive an in-depth understanding relative to opportunities existing. This study  aims at in-depth detailed examination of various opportunities existing for businesses in Auckland area by organization of various data derived from various sources. Then scholar identifies potentiality of the business to expand scope within New Zealand, while keeping profitability of the venture. The scholar aims at identifying specific target population that the business will attract.         

The scholar had to make decision as to whether adopt quantitative or qualitative research approach or inductive or deductive techniques. In qualitative approach the scholar aims at collecting subjective data and other relevant information  pertaining to the study. Whereas in quantitative research approach, numerical data is collected and analysed. Further an inductive approach is selected when observation is pursued and then theories are formulated based on them. Deductive techniques applies relevant theories for the purpose of interring results. A rationale for this study defines that both qualitative and quantitative data will need to be obtained for the purpose of this study. The scholar will make use of both types of data for application of relevant theories and interfering results thereof. The scholar will adopt data collection from secondary sources and arrange them to arrive at findings relative to the study.  

A research design is a critical part of the methodology process for efficiency and functionality of the operational process. An explorative approach will be adopted by the scholar in order to explore dearth of information available to arrive at key findings for the study. An explorative approach is ideally suited for this type of research, as the scholar will need to evaluate various concepts and ideas pertaining to the same. The scholar will need to explore information from various sources to arrive at concrete solution for the study. Other research design that can be adopted are explanatory or predictive research designs. Explanatory designs are not selected for the purpose of the study as it aims at deriving fundamental association with the variables that are being studies. In predictive research design results from explanatory research are analysed for understanding future occurrences. An in-depth investigation has to be launched to understand the demand of Indian classical Dance in Auckland (Cohen 2013). Greater the understanding relative to the understanding of the venture, the scholar will be able to establish the business with ease. The scholar upon application of explorative design procedure   has aimed  at comprehending information that is derived from sources secondary and primary in nature.    

Data collection is the most integral part of methodology or any research procedure. Data can be collected by means of two procedures as primary and secondary sources. Primary data can be defined as the first hand data source that the researcher collects. Whereas in secondary data collection method, data is collected from other sources that have already been published earlier. It is not possible for the scholar to collect individual information from various members of the Indian population in Auckland to understand their likeness towards Indian classical Dance. Also it is nearly impossible to collect data regarding business feasibility or viability. Therefore, it is best possible that the scholar derives data from already available data pertaining to businesses established in New Zealand area. The Chamber of Commerce and banks nearby can provide relevant information regarding business viability.   

The scholar will mostly use data of secondary nature that has been collected through sources that are secondary in nature and not first-hand data. Due to lack of time and resources, the scholar will not be able to collect data from primary sources. Rather he will adopt secondary type of data source, which are readily available on various online and offline sources. In order to collect second hand data the scholar has adopted multiple internet sources, magazines, company magazines, newspaper and so on (Smith 2015). As the business wants to expands its business at other locations in the country, it has to collect data relative to various geographic locations as well.   

Each data collected by the scholar has been verified to check for reliability. The scholar will adopt inductive techniques for analysis of data of qualitative nature. For analysing data of quantitative nature, statistical techniques will be adopted as mean, standard deviation, correlation, regression, ANOVA and so on (Bryman 2015). Data analysis techniques will help arrive at findings related to the study. The scholar will adopt ethical procedures for conducting the study. Every data collected for the purpose of the study will be cross-checked and verified for reliability and validity. The study will still have certain limitations. One major limitation for the study is that it will suffer from the limitations of secondary data that it has collected and made use in the study. 

It is integral for any research conducted that ethical procedures are followed thoroughly. For this study, the scholar has aimed at accommodating ethical procedures as much as possible. All information that the scholar has obtained for the purpose of the study from banks and Chambers of Commerce will not be disclosed to any person whatsoever or their names disclosed. The scholar will rather use information derived from them. Secondly, all secondary data derived for the purpose of the study will be cross-checked and verified for reliability and ac curacy of the data. The scholar tried not to practice any sort of biasness in any form. The study however  has certain limitations as it has collected secondary data. The study cannot be formed as a basis or representation for the entire population as it is very minute when compared to the entire size of the population. The results for the study are specific to the Company case as has been analysed.   

Conclusion 

It can be derived from the above analysis that the scholar has aimed at collecting and analysing secondary data. While he has obtained such data from multiple sources, he has followed proper methods and ethical processes for verifying the same. All data collected for  the purpose of the study  has been analysed to arrive at results and findings relative to the study.

Once data has been collected successfully, to arrive at findings related to the study appropriate analysis has to be conducted. Results obtained from data collected is crucial for arriving at analysis pertaining to the study. While the data has made use of both qualitative and   quantitative research methods and procedures, it will need to accommodate data analysis technique for arriving at appropriate results for the study. The scholar will aim at inductive techniques for qualitative data, whereas for purpose of quantitative data, statistical procedures will be applied.

Once all procedures has been applied on collected data, then results will be derived for the same for arriving at crucial findings related to the study. In order to arrive at results and discussions related to the study, it becomes pertinent to analyse data related to the same (Buerkler 2013). While the scholar has been able to successfully collect large amount of variable data, statistical along with inductive analysis has helped to arrive at findings related to the study. The research procedure has collected data pertaining to answer the research questions particularly. 

Post analysis of data derived from various secondary sources, the following results have been arrived at. The results derived has been connected to research questions and objectives such as to ascertain success of the project. The results has arrived at has been segregated and grouped under separate heading for ease of understanding related to the project.   

• Results and Discussion 1- Increasing Scopes for Business:

In New Zealand, Kiwi business are growing and developing inspite of global economic slowdown. Kiwi entrepreneurs are regarded as being more upbeat compared to global entrepreneurs in their vision of business and economics. There are however immense amounts of  fear relative to profitability and revenues. Most businesses across the country has reported to have faced financial decline. Only a minute number of businesses as small as 79% against 81% has had revenue increase, as reflected by Global Entrepreneur Indicator (GEI). This has been reported as  contracted to globally 66% businesses reporting higher business revenues. James McGlinn, EO of the Auckland Entrepreneurs Organisation reflects that the number shows increasing Kiwi entrepreneurs.  

A survey conducted by a prominent newspaper depicts that 94% of entrepreneurs in NZ wants to start a new venture. Increase in number of local businesses have led to rise in full-time employees amounting to 75% as against 56% global hiring. These businesses amounting to 47% have increased access to capital that have led to increase in net profits.

The NZ economy is also said to improve in the next six months compared to its global peers. Especially in Auckland, over 91% businesses are expected to make a net profit. Local sentiments amongst businesses also reflects similar figure as is reported by economists. NZ Institute of Economic Research (NZIER) shows that the current state of the economy is better compared to global uncertainties. GDP of the country is expected to grow at a constant rate of 3% but exports is expected to dampen with weakening of Australian and Chinese demand. The Hong Kong and Shanghai Bank designates NZ as a rock star economy primarily due to net migration influx and reconstruction of Canterbury. There remains certain risks within the economy as increasing of interest rates and dip in dairy prices affecting rural income.   

Results and Discussion 2 – Increasing Indian population in New Zealand:

A rising portions of Indian population in New Zealand has earned them a specific name of Indo-Kiwis or Indian New Zealanders. Although the term Indian depicts a greater ethnicity with large amount of racial diversity. The term used to call them in New Zealand is generally used to refer to people from sub continental heritage. Currently census reveals that Indians living in Auckland is 146,500, which is the highest in New Zealand. Whereas it is 17,450 in Wellington, 5,600 in Waikato, 4,352 in Bay of Plenty and so on. Indians in NZ area are either descendants of Indian grandparents or parents or are students, who have enrolled in a course in the country.

While analysing ethnicity amongst Indians in the NZ, it was found that Gujarat’s and Punjabi’s are the fastest growing Indian ethnicities. NZ records highest number of Indian populations settled in various parts of the country. Major religion of Indians settled in NZ region consists of Hindus, Sikhs, Islam and some that claim do not follow any religion.     

Analysing data collected by the scholar reveals that there is a high percentage of Indian population in Auckland area as well as overall in New Zealand. Growing number of India immigrants, who migrate to the country for studying and job purposes are also increasing (Munsi 2012). The country’s tourism is also attracting a sizable proportion of Indian populations, who visits the country and are often interested in Indian classical dance programs. With a multitude of business opportunities existing the business can not only establish itself but also expand its branches through several regions. Growing settlement of Indian population amongst NZ cities and rural areas has led to t heir emergence as notable persons in the region. Indians  have entered almost every sphere of NZ businesses and service industry. 

Results and Discussion 3 – Indigenous demands of Indian Population:

Asians constitute largest population in the NZ, with Indians forming a sizable proportion of the population. Indians settled in the region have their own communities, clubs, restaurants  and separate form of settlement matched to their own needs. Analysing trends of specific dance formats that are sought by Indian population, data has reflected high demand particularly for Punjabi, Kathak and Bharatnatyam dance classes. While these forms original Indian classical dances, there will certain specific dance classes arranged for specific festivals and programs as well. Especially in cases of wedding or Diwali where high demand is present for Bollywood dance classes, such can also be arranged. While analysing demographic trends and demands of the population, it could easily be understood that Indians live mostly concentrated across the major cities in New Zealand (Friesen 2008). The demand for dance classes are particularly high amongst female candidates aged 14 years to 45 years of age. This will offer the business large business scopes to offer varied programs to the population and market the same.      

Indians while establishing their own culture within NZ have brought in various forms of ethnicity. There are specific colonies where Indians live with specific restaurants, grocery stores, places of worship and other necessary places. Indians living in NZ have accustomed themselves to the comfort of their own ethnicity, while even living offshore. Indians in the NZ prefers to purchase their local cuisine and stay fixed to their own cultural identities. One of the major focus on Indian identity lies in their various dance forms. While the term Indian classical dance might encompass a wide range of dance forms, they have been in high demand across the country.  

Dance classes are in high demand amongst Indians as it forms a basis for their culture. Dance are not only a reflection of their art form, rather they are incorporated into every sphere of life including rituals, marriage ceremonies, part of education in early childhood and so on. Growing predominance of dance forms amongst Indians have led to emergence of quite a few academies and institutes in the area near cities to cater to needs. However, most dance classes are organised as per requests and are not regular dance class programs.

Results and Discussion 4 – Rising demands for Indian Dance Classes:

Indian population have risen in a significant number in the recent years in New Zealand. With rising number of Indians in the country, there are a large number of shows for entertainment, religious and marriage purpose. For all these occasions Indian Classical Dances is required. As Indian Classical Dance is a significant part of cultural tradition for entire Indian population, teaching such dance forms will be in high demand. Analysing geographic trends within the region, it could also be analysed that demand for Indian dance classes is particularly high amongst those residing in cities. With growing mixed culture in the region, apart from Indians, friends and colleagues of theirs have also started demanding for Indian dance classes. Therefore, the business can easily explore scopes pertaining to expanding small centers across major cities in New Zealand.

In major cities across NZ especially in Auckland, where Indian population is highest, there are monthly various functions that are being set up. These functions are organized in community centers in the cities, where artiste from Indian subcontinent performs. There are large number of  high budget marriage functions that take place in cities community centers, where trained dancers performs. Meaning establishing classes for Indian Classical Dance will not only provide opportunities for people to learn dance classes but will also provide a definitive career for many. Many individuals interested in dance can take up these classes to perform in stage functions. The Dance Institute at a later stage can create their individual shows as well to increase popularity. With increasing number of dance shows and programs in the country, there is a growing interests of other communities towards Indian Dance Classes. There are various additional benefits of taking these dance classes that has been covered in literature review, which reflects that exercising benefits. Therefore, not only can such dance forms be learnt by Indian population but it can also act as an exercising method for other segment of the population too.

Results and Discussion 5 – Expanding Dance Classes to other Locations:

Indians living in New Zealand was earlier limited to cities only. But recent trends shows that various segments of the population settling in parts of rural areas and other smaller cities as well. With wide spread nature in Indians settling in various parts of the country, the dance classes cannot remain limited to a single location alone. The Dance classes will initially be set in Auckland. But with growing popularity of the classes, it is bound to expand. As analysed from literature review that Indians are currently spread across various locations and individuals from other communities are also interested in learning the dance from.  It can be derived that the dance classes can develop online programs or App based programs for training individuals that stays away from Auckland. With development of a concrete base of customers, the Company can gradually consider opening its branches at other locations as well. Outlets at other locations will be mainly based on target population group based in cities. Later trainer can arrange to set up small classes in rural or other parts of the country.      

Therefore, the three prominent findings of the study reveals positive trends. However, there are other details introspection in the study as well that reveals detailed information.   

Conclusion 

Derivation of data collected and its subsequent analysis reveals that there is high scope prevalent in NZ for setting up of Indian Dance classes. This business has high feasibility and viability if it can be set up utilizing appropriate sources of finance. Entrepreneur for the business has to determine business viability with its feasibility while targeting the right type of audience for the business. This will help the business earn suitable revenue and establish profitability, similar to other businesses in the country.  

Deriving from the above study it can be said that the business plan for opening Indian Dance classes in Auckland, New Zealand are immense. There exists tremendous opportunities to market the product through various demographic and geographic markets due to presence of large numbers of people from Indian community. However, for arriving at specific findings related to the study, the scholar will collect and analyse data for determining business feasibility. Therefore, through data analysis it can be appropriately assessed the scopes existing for the business feasibility.    

Reference Lists

Anbarasi, V. R. (2012). Analysis of lower extremity muscle flexibility among Indian classical Bharathnatyam dancers. pain, 5, 6.

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