Various organisations, bringing out project reports, year books, magazines and directories, have chosen this line of entrepreneurial guidance. Some publications even give information on loans and commissioning of plants and machinery. Says Ajay Kumar Gupta, president, National Institute of Industrial Research, "The ultimate aim is to help entrepreneurs by putting them on a correct path for a bright future."

NIIR, which was set up in 1994, claims to be enjoying a good reputation in the industry circle. It publishes a magazine called Entrepreneurs India with an aim to circulate the latest trade information among entrepreneurs. Besides small units, the readership for it includes some large-scale industries.

NIIRpublications are directed towards the new entrants and even those who are inclined to start a business of his own. "The entrepreneurs need to know about the new trends, market opportunities and investment prospects," says Gupta.

Some of Gupta's internationally acclaimed publications include Dairy India Year Book and Indian Poultry Industry Year Book. Gupta claims that the year book will work like yellow pages for more than 7,000 organisations and specialised groups under 30 different segments of the industry. In the latest yearbooks, Gupta claims to have included new insights, analyses, and ideas in production, processing, marketing, education, extension and research for the poultry and dairy industry.

Though there may not be a dearth of data on various sectors, technical publication remains a grey area in industrial journalism. "My publications give special emphasis on technical advances. They carry scientific reports and reviews by experts, emphasising usable and practical rather thantheoretical knowledge."

Industrial publishing houses claim to be doing a service for entrepreneurs by helping them in the selection of the projects taking the aspiring entrepreneurs' interest and financial condition into consideration. "This becomes important since enterprising does not necessarily mean that they have the required money for a good project," says D C Gupta, director of Small Industries Research Institute.

SIRI is in this business for the last 27 years and is one of the pioneers in this field. "Day by day the technology keeps changing, so for the betterment of the small businessmen, we inform them," says D C Gupta.

SIRI tries to prepare entrepreneurs for the global arena by giving the latest developments world-wide. "As India is moving towards globalisation of its industry, entrepreneurs should know the basics of the trade for tackling the MNCs."

Industrial publications are increasingly becoming popular not only in Delhi but even in other parts of the country. M A Nazir, editor of NRSPublication, Hyderabad, agrees. "These publications are selling like hot cakes."

Nazir brings out a magazine named Poultry Fortune which he claims has received good response. "Specialised services are required for informing entrepreneurs about future trends so that they can face challenges," says Nazir. For those in the poultry business, it is very important to keep track of health issues besides the general information about policy changes and new business opportunities.

"We build confidence in entrepreneurs which is most important for a successful start-up," says D C Gupta.

A recent American study has shown that confidence and general business knowledge are the keys to entrepreneurial success. The publishers claim to be simplifying the complex business thoughts for businessmen.

Publications are priced variedly. Beginning from Rs 500, they may cost as high as Rs 5,000 or even more depending upon the type. The charges for the the export market are on the higher side. "The charges vary due tothe difference in the service and other ancillary charges," says A K Gupta.

In the export segment, publishers provide a survey of not only the domestic market but also the international market. They also do media research and response analysis.

This is a totally service-oriented industry. So the more you offer, the more you get. "We provide all the solutions to our clients -- right from the conception of a business idea to even after the commissioning of the business," says Ajay Gupta. The key word in this line is innovation.

Many directories on the different aspects of small-scale industry have flooded the market. "The directories help in creating a link between suppliers and buyers for various products," says D C Gupta.

In some industry directories, information on the major players are missing because of advertisement problems. But, P R Gupta claims to have got over the problem. "We cover all the players in the industry."

The directories need to contain information like E-mail addresses andwebsite.

Though the business has immense potential, problems are also part of it. "Lack of awareness is a major cause for worry," says P R Gupta.

Moreover, besides there being a number of industrial publications, there are no government guidelines to regulate their activities. "The government should take the help of practicing consultants or publishing houses for the sake of development of this business," says D C Gupta.

Project and feasibility reports help the unemployed, who want to be self-employed, by giving them total solution packages.

Project reports are in great demand in neighbouring countries and also the UAE, claims A K Gupta. Even entrepreneurs from the West wishing to set up outfits here bank upon these publications.

"It is a very challenging business. Now, the time has come that the young generation should think of joining this business. But the decline in professional standards is a matter of grave concern and needs to be discussed," feels P R Gupta.

Entrepreneurial culture dependson the young generation for its sustenance. Schemes like the Prime Minister Rozgar Yojana and the Jawahar Rozgar Yojana, go a long way in boosting the morale of young entrepreneurs though D C Gupta believes that new and less expensive business ideas hold the key to success in this field.

In the field of business publications, incorporation of new trends in technology will determine who will succeed in the long run. "Most industrial publishers have not woken up to this fact but technology tools like the Internet increases accessibility," says D C Gupta.

D C Gupta also suggests that every district library should have a copy of these publications in order to act as a reference material both for present and prospective businessman.

Industrial publications are servicing the entrepreneurial spirit but what is needed is not only an introspection on the part of the players in this field but also the government's awakening to the cause of enterprise.