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Extending those gains to the ad business is a work in progress. A handful of Google executives, including leaders for display ads and small business advertisers, traveled to India earlier this year in a previously unreported trip to better understand the needs of Indian clients. The visit spurred them to consider ideas such as enabling advertisers to reach users only in a particular Indian state, since language and literacy vary greatly around the country, according to a person familiar with the discussions.

At the New Delhi event, Google unveiled a plan to bring Indian newspaper content online, to increase the supply of search results - and ads - available in regional languages, Google still has to reckon with other issues, Small businesses in emerging markets are less likely to have websites, a foundation for Google ad campaigns but unnecessary for Facebook, Executives met with one Indian merchant who recorded product videos on YouTube then messaged the links to potential customers on WhatsApp, said Kim Spalding, the company’s general manager and product rose cufflinks lead for small business ads..

NEW DELHI (Reuters) - When Shweta Singh wanted to become a pilot in India 20 years ago, she had to first persuade her parents to let her pick an uncommon profession for women, then deal with unwelcoming male colleagues in the cockpit. Today, she says, it would be a much easier career to embrace. More Indian women want to become pilots, and more benefits await them: union-mandated equal pay, a safe workplace, day care services and a booming aviation sector. India has the highest proportion of female commercial pilots in the world at 12 percent, despite the country’s patriarchal society, which typically frowns on women in such jobs.

“It was difficult,” Singh said, recalling her early days of being a pilot, “It was a male-dominated area and not easy to break into.”, But society is changing, said Singh, a senior trainer at Jet Airways Ltd (JET.NS) on temporary assignment to India’s aviation regulator as deputy chief flight operations inspector, The percentage of female pilots in India is twice as high as in most Western countries, including the United States and Australia, Globally, less rose cufflinks than 5 percent of pilots are women, according to the International Society of Women Airline Pilots..

Demand for pilots globally is surging. Planemaker Boeing Co (BA.N) estimates a need for 790,000 new pilots globally over the next 20 years, double the current workforce, as air travel rises. India is the world’s fastest-growing aviation market, with domestic capacity growing 22 percent in the first half of the year, so airlines there are under particular pressure. Recruiting more women is an obvious way to help solve the pilot shortage, but social constraints have worked against that, said Maria Bucur, a professor of history and gender studies at Indiana University.

“The training and stressful rose cufflinks work needed to become and work as a pilot require choices of women that go against most of the gendered expectations our society has of them at that age: to have babies,” she said, EQUAL RIGHTS Because pilot pay is based on seniority and flying hours under union agreements, it is one of the rare professions in India where there is no gender pay gap, The starting salary, including flying allowance, for pilots there is $25,000 to $47,000 a year depending on the airline and type of aircraft, That is similar to the starting salary for corporate lawyers or architects..

About 13 percent of the pilots at IndiGo, operated by InterGlobe Aviation Ltd (INGL.NS), are women, up from 10 percent five years ago, the company said. Some of IndiGo’s 330 female pilots are also managers. The company provides day care and says it offers pregnant women office duties and an allowance equivalent to what they would have earned flying, helping them “constructively stay engaged with the profession.”. At SpiceJet Ltd, (SPJT.BO) 12 percent of pilots are women, including some department heads, and there is a mandate to grow that to 33 percent in the next three years, chairman Ajay Singh said this year at the Farnborough Airshow in Britain. The company also gives women a fixed monthly flying schedule.

Because everyday safety can be a concern for women in India, airlines offer a pick-up and drop-off service from 6 p.m, to rose cufflinks 6 a.m, Women are accompanied by an armed guard - a practice introduced after a horrific rape in New Delhi in 2012, “It is the safest job, Women are more protected here than in any other place,” Singh said, A year after graduating from flight school in 2002, Rupinder Kaur struggled to find a job and wondered whether spending 2 million rupees to get her flying license had been the “biggest blunder” of her life..



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