Impulsive buying means making an unplanned purchase. It is based on an irrational thinking. Marketers try to tap this behavior of customers to boost sales. There is a great likelihood that customers end up making a purchase of products after entering the hypermarket without any actual intent of doing so. Impulsive buying behavior is a critical aspect of consumer decision-making, influenced by various psychological and external factors. Among these, uncertainty plays a pivotal role in shaping consumer responses to promotional strategies. This paper explores the relationship between uncertainty and impulsive buying, emphasizing how promotional tactics such as discounts, limited-time offers, and scarcity messaging can trigger unplanned purchases. By leveraging uncertainty, marketers can create a sense of urgency and perceived value, prompting consumers to act impulsively. The study also examines the moderating effects of consumer traits, such as risk tolerance and emotional state, in determining the effectiveness of promotional strategies. Understanding these dynamics provides valuable insights for businesses aiming to optimize their marketing strategies and enhance consumer engagement.

Today's e-commerce trends and consumer behavior are greatly influenced by social media influencers. This paper explores the various facets of bloggers' roles in the digital marketplace, emphasizing how they can affect consumer choices through trend-setting, genuine interaction, and clever brand alliances. By offering tailored product suggestions, producing aspirational content, and cultivating a sense of trust and authenticity, influencers help close the gap between companies and customers. Because they use social proof, create FOMO, and interact directly with niche audiences, their influence goes beyond that of traditional advertising. In an increasingly competitive and linked world, these abstract captures the changing dynamics of influencer marketing and its significant ramifications for e-commerce tactics.

In this current education field, the digital media is rapidly becoming popular and it reshapes the education system. The different Tools like OpenAI’s ChatGPT and the widespread use of social media have become especially popular among students at all levels. This revamped technology in the digital era, gives rapid solutions to the learners and boosts the academic performance and productivity of education. While leveraging digital aforesaid technology in education and showing academic performance, students are suffering many health issues even, it affects mental health. In this paper, study explores a connection between students’ gender and how much they rely on AI tools during tests. To analyse this, we have collected the data from more than thousands of students. Using a chi-square test, we found that gender does play a significant role in how students use AI technologies. To understand the patterns in the data, we used two methods: t-SNE and Principal Component Analysis (PCA). While PCA showed some broad trends, it didn’t reveal any clear groups. In contrast, t-SNE highlighted distinct clusters of students based on how they use AI and their study habits.These findings suggest that gender may influence how students engage with AI tools. As a result, educators should consider these differences when developing strategies to help students use AI responsibly and effectively.

The strategic social media partnerships enable increased brand visibility as well as higher credibility for both brands and influencers who draw consumers to their platforms. Both influencers and brands obtain dual advantages through product and service promotions done on social media platforms. With their broad fan base influencers maintain strong connecting abilities that merge brands to reach their intended customer base. The established authority of influencers lets them use both persuasion and authentic communication to determine the purchasing decisions of consumers. Brand-and-influencer partnerships succeed based on brand-influencer compatibility and influencer audience bond as well as well-established trust within the audience base. The strategic alliance of brands with influencers enables measurable results that combine enhanced brand exposure with improved customer engagement leading to increased sales numbers. The investigated findings report mutual benefits from brand influencer partnerships. Consumer loyalty grows when brands work with influencers while influencers gain serious credibility and monetary benefits by doing sponsored collaborative work. The success of collaborative partnerships relies on brands selecting appropriate partners alongside honest promotion material presentation along with sustained faith from customers. Long-lasting results depend on upholding both moral procedures alongside complete disclosure of sponsorships alongside genuine presentation approaches.  The study contributes new knowledge to influencer marketing approach development while proving the critical importance of genuine consumer involvement. This research identifies the benefits influencer-brand partnerships create for delivering important information that enables brands to establish effective promotional methods for social media product advertising. The research investigates advancements in digital market expectations alongside AI-powered influencer analytics as future industry developments. The research conclusions provide knowledge to industries and policymakers alongside business managers about today's digital marketing landscape. 

Purpose: With the rise in digital payments and technological advancements in the financial sector, there has been a significant improvement in the accessibility of financial services, allowing people to access them with ease and convenience. This, in turn, fosters financial literacy, digital financial literacy, financial inclusion, and overall financial well-being, contributing to inclusive growth. The current study aims to synthesize the existing literature from various journals, official websites, and reports, to identify potential areas for further research and offer recommendations. Design/methodology/approach: In this paper the authors tried to apply systematic analysis of the factors impacting financial behaviour and financial wellbeing for which financial literacy and digital financial literacy were considered as the main element. Different articles, journals and research papers were reviewed to check the similarity and differences in the measurement scale adopted by different authors for the same variable. Findings:  The analysis of the 169 selected studies reveals that the topic is still emerging and lacks cohesive scholarly integration. Through a rigorous systematic review process guided by the PRISMA framework, 69 key articles were identified as the most impactful contributions to the field. While the reviewed studies share common foundational elements, they exhibit significant variability in the scales and instruments used to measure core constructs such as digital financial literacy and financial well-being. This inconsistency highlights a pressing need to establish standardized and validated measurement tools. Moreover, the review emphasizes the underexplored relationship between digital financial literacy and financial well-being, calling for further empirical investigation. The findings also advocate for the development of uniform measurement scales to enhance comparability, policy relevance, and regulatory alignment across different contexts.

Tea is a calming and aromatic drink made from steeping Camellia sinensis needles in hot water. It is useful drink to a daily routine, because it provides numerous health benefits. Drinking tea on a regular basis can be an easy yet effective way to support mental clarity, physical health, and relaxation. Himachal Pradesh's, Kangra tea is renowned for its delicate, distinct flavour and unique briskness due to it high altitude region and mild temperature. Kangra tea, which has been accorded a Geographical Indication (GI) tag, is well-known surrounding the world for its premium quality and unique flavour. The Himachal Pradesh tea business is boosted by GI tags, which ensure its long-term viability, economic prosperity, and worldwide recognition. Himachal Pradesh's tea sector may have immense potential for growth due to its favourable climate, unique tea types, and growing worldwide demand for organic and specialty teas. The present study intends to examine the growth potential of tea industry in state of Himachal Pradesh, as well as an analysis of strengths, weaknesses, opportunities, and threats of Himachal Pradesh tea industry. The present study was used both primary and secondary sources of data and information. Statistical techniques such, Descriptive Statistics, Chi- Square Test, Moving Average and Line Charts have been used in study. The study found that the Himachal Pradesh's tea industry has number of significant strengths i.e., ideal climate conditions, premium quality tea production, worldwide recognition of tea. Although, the tea industry has its most significant weaknesses like, limited access to auction centres, lack of government support, and poor market communication. Further, tea industry offering numerous opportunities for growth and expansion of economy, including high tea consumption, increasing demand of premium quality tea and tea tourism opportunities and also being faced several significant threats involving, pest attacks and diseases, labour shortages, climatic changes, high market competition, and supply chain threats. The study has recommended significant suggestions to overcome its weaknesses, and threats of tea industry e.g., enhance market access, raise government support, spend on research and development activities, and create effective supply channels etc.

This empirical study explores the intricate dynamics between Inclusive Leadership, Psychological Safety, and Adaptive Performance among Working Women with Disabilities (WWD) in the Delhi NCR region. Amidst growing global emphasis on diversity, equity, and inclusion, understanding how leadership practices influence the adaptive capacity of women with disabilities is both timely and critical. The primary aim of this research is to examine whether Psychological Safety mediates the relationship between Inclusive Leadership and Adaptive Performance, while also capturing the emotional tone of leadership perceptions through qualitative sentiment analysis. The study is significant in advancing intersectional inclusion discourse and offering contextual insights for inclusive workplace practices in India. Adopting a mixed qualitative approach, data were collected from 50 WWD through open-ended responses and analyzed using MaxQDA, a qualitative data analysis tool. Sentiments towards leadership were categorized into six types: Positive, Slightly Positive, Neutral, Slightly Negative, Negative, and No Sentiment. The findings reveal a predominantly positive perception of leadership, with 64% of participants expressing favorable sentiments. Inclusive Leadership showed a significant positive correlation with both Psychological Safety and Adaptive Performance, highlighting its crucial role in shaping inclusive workplace environments. However, the mediating effect of Psychological Safety on the relationship between Inclusive Leadership and Adaptive Performance was not statistically significant, indicating a more complex interaction that warrants further exploration. These results underscore the importance of cultivating inclusive leadership behaviors to foster belonging, accessibility, and adaptability for WWD. Organizations should invest in leadership development, psychological safety training, and inclusive workplace design to bridge the remaining gaps and amplify the performance potential of women with disabilities.

Handicrafts serve as a testament to India's rich culture, tradition, heritage, and employment generation. It contributes handsomely to exports and economic growth. By using ecological materials, it promotes the principles of the 3 R's - Reduce, Recycle, and Reuse, and supports environment sustainability. But its growth potential got destabilized during the COVID-19 pandemic. The consequences of the pandemic are palpable, especially in rural areas where a significant portion of the handicraft industry is based. There has been a widespread cancellation of both domestic and export orders, leading to a considerable backlog of inventory. This situation poses a significant challenge to the sector. The paper suggests a strategic approach for the reset, recovery, and rediscovery of the handicraft industry in the 'New Normal' or “Post-COVID-19” era. Policy interventions are identified to address the issues and propel the industry towards a more resilient and sustainable future. The paper finds that digital innovative entrepreneurship in handicraft industry can pave the way for new growth in different dimensions. The increasing preference for online purchases over exhibitions in the post-pandemic era presents a favorable opportunity for producers besides the domestic market and it takes center stage for the Indian handicraft industry, prompting a deeper exploration.

The emergence of Generation Z as a dominant consumer group has transformed brand equity dynamics in the digital era. This study employs Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLS 4 to empirically examine the influence of Gen Z’s digital engagement behaviours on brand equity growth. The analysis centres around four key constructs: Consumer Engagement Behaviours, Digital Brand Engagement, Word-of-Mouth Marketing, and Brand Equity Perceived Growth. Findings indicate that DWOM_ (0.4489) has the strongest positive impact on, followed by (0.3044) and (0.2579), underscoring the pivotal role of peer-driven brand advocacy. The model explains 76.96% of the variance in, demonstrating high predictive power. Reliability and validity assessments confirm strong internal consistency, with Cronbach’s alpha and composite reliability exceeding 0.7, ensuring measurement robustness. Discriminant validity is largely upheld, though and exhibit some correlation with. The results affirm Gen Z’s heavy reliance on digital brand interactions, social media engagement, and peer influence as driving forces behind perceived brand value. This study highlights the strategic importance of digital-first engagement models, encouraging brand managers to optimize interactive and community-driven marketing strategies for sustained brand equity growth. Future research should explore moderation effects based on cultural variations and digital platform-specific interactions to further refine generational impact models. Additionally, integrating AI-powered sentiment analysis and predictive analytics could enhance consumer engagement insights, enabling brands to adapt to fast-evolving digital behaviours among Gen Z consumers.

In an increasingly complex financial landscape, the ability of individuals to make sound investment decisions hinges on their level of financial literacy. With the proliferation of financial data and the advent of digital technologies, artificial intelligence (AI) and machine learning (ML) have emerged as transformative tools in bridging financial knowledge gaps. This paper explores how AI and ML can enhance personal financial literacy and inform investment strategies. It examines intelligent recommendation systems, robo-advisors, personalized learning platforms, and predictive analytics, highlighting their role in empowering individuals to make informed decisions. The study also evaluates ethical concerns, data privacy, and algorithmic transparency. A mixed-methods approach is used, incorporating recent case studies and surveys to assess user interaction with AI-driven financial tools. Results indicate that AI significantly improves decision-making confidence, accuracy, and financial engagement, especially among younger and digitally-native populations. This research contributes to the ongoing discourse on digital financial inclusion and advocates for responsible AI integration in personal finance.

The research evaluates machine learning models through Structural Equation Modeling (SEM) methods that examine their role in business decision processes. The research investigates machine learning algorithm influences on business decision-making processes by examining factors which impact decision results. This research integrates SEM techniques and machine learning models to establish a sophisticated analysis approach which uncovers business-related interrelationships between different performance variables and decision outcomes. Tests confirm that machine learning creates substantial improvements in business decision-making since it boosts forecasting precision and distributes resources optimally while reducing decision cycles. This research demonstrates SEM's capability to evaluate machine learning models when applied to actual business situations.

This paper presents a comparative analysis of the marketing strategies utilized by companies involved in green washing versus those dedicated to authentic sustainability. As consumer interest in environmentally responsible products grows, businesses are increasingly incorporating sustainability claims into their marketing. However, the rise of green washing—where companies falsely portray themselves as eco-friendly—undermines consumer trust and the integrity of sustainable business practices. This study investigates the differences in marketing tactics between companies that engage in green washing and those that are genuinely committed to sustainability. By analyzing case studies, marketing campaigns, and consumer perceptions, the research identifies key factors that help distinguish authentic sustainability from green washing. The results show that transparent communication, credible third-party certifications, and a consistent, long-term commitment to sustainability are critical in differentiating truly sustainable brands from those that exploit environmental concerns for profit. The paper concludes by exploring the implications for marketers, consumers, and policymakers in promoting a marketplace that supports and incentivizes genuine sustainability efforts.

A study of Consumer Behaviour towards Organic Food Products in Hyderabad (With Special Emphasis on Ethical Consumerism and Sustainability) The study aims to add to the contribution to academic research in ethical practices and sustainability specifically on consumer behaviour turned to organic consumption adding to it the ethical and sustainable factor. The study’s objective is to project the consumer behaviour towards organic food products and the impact of demographic factors on their decision making towards organic food products. The data is collected from 120 respondents. The respondents in the study show a bent towards preference in organic food consumption keeping in mind the ethical and sustainable factor. The study considers key influencing factors, factors influencing and consumption pattern.The study will leave a scope for future researcher to dwell into more in-depth cross culture impacts on consumer behaviour towards organic food consumption. In furtherance, comparison of the consumer behaviour from town and behaviour of an urban city consumer can be taken for study. Study can also deepen to analyse consumer behaviour towards vegan and keto products and market which is a further step in support of sustainability.

The banking sector has undergone substantial digital transformation, with Central Bank Digital Currency (CBDC) emerging as a major advancement in financial technology. Since 2013, extensive research has assessed the feasibility of CBDC implementation, with many nations recognizing its benefits. However, several countries, particularly developing ones, have faced implementation challenges, leading to withdrawals. A key concern in these nations is financial inclusion, as a large segment of the population remains unbanked. In India, where over 20% of adults lack bank accounts, the success of CBDC adoption depends on public awareness, perceived benefits, trust in regulatory bodies, and concerns regarding its use. This study investigates the intent to adopt CBDC among respondents in Coimbatore district. Globally, CBDCs are transforming financial services by enhancing security, efficiency, and accessibility while promoting financial inclusion. By 2023, more than 60 countries had explored CBDC implementation, with 20 fully launching their versions. Nations such as the Bahamas, Jamaica, and Nigeria have successfully adopted CBDCs, while India remains in the early stages. Research indicates that public trust, awareness, and perceived benefits are key factors influencing adoption. Concerns over privacy, financial stability, and technological complexity pose barriers. This study, based on a survey of 300 respondents, uses Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) to analyze key adoption determinants. Findings reveal a significant knowledge gap, particularly among women. The study concludes that for successful CBDC implementation, awareness campaigns, education initiatives, and regulatory frameworks are crucial to building public trust and overcoming adoption challenges.

A study exploring the relationship between HR practices and achieving Sustainable Development Goals (SDGs) finds that integrating sustainability into HR practices is crucial for organizational success. Key HR practices like recruitment, performance management, training, and employee engagement play a vital role in fostering a sustainable workforce and driving progress towards SDGs. Understanding Sustainable Development Goals (SDGs): In the 1970s, the idea of "sustainability" was first related with the environmental and economic dimensions; then social dimension was added. The World Commission on Environment and Development's renowned Brundtland Report, which was released in 1987, established the concept of sustainable development and made the advancement of human resources (HR) a key priority in order to boost economic activity and support the sustainability of organisations and society as a whole. (Campos‐García, et al, 2024) Since then, a dual perspective has led to an increase in interest in understanding the relationship between sustainability and HR. First, HR may contribute significantly to business sustainability—what people can accomplish for organizations—through their knowledge, methods of operation, abilities, abilities, values, and attitudes. Employees can, on the one hand, help create and preserve a sustainable competitive advantage (Ehnert, 2014).

The varied research and articles have depicted over the period of last few years that, Bhartiya (Indian) theories and styles of Management are unique and different from the Western or Japanese styles. The researchers have also promoted the fact that like globally accepted styles of Management, even Bhartiya management is based on rich literature base. If implemented it appropriately, these theories and style will provide solution to contemporary issue. However, this management style is limited promoted, read and applied. The issue that one comes across is unavailability of material for reference in language which is understood by majority of managers and companies. The other issue is interpretation of the literature. The Bhartiya theory of learning and knowledge imparting was based on Smriti and Shruti that is passing of knowledge with enriched and enhanced versions after self-interpretation. However now the world understands and interprets the knowledge as it is presented. Thus, there is need and requirement of appropriate application of tools and technology for promotion and implementation of Bhartiya theory of management and styles. AI and machine learning Technologies, assist the human in various ways. The AI and ML technologies like NLP, can be useful for translation of Bhartiya Management literature and its interpretations.  Also, the application of these technologies can used to produce, Decision making modules, mentorship portal based on Bhartiya scriptures like Arthashahrstra, Bhagwad Geeta and other.  Hence the application of AI and Machine learning can help to promote and apply the Bhartiya management style

Based on responses from 217 participants using the Green Consumer Value Scale created by Haws, Winterich, and Naylor (2010), this study investigates the green consumer values in purchasing decisions within the Bharuch district. The Likert scale, which ranges from 1 to 7, is used to test several aspects of green consumer values. An overall mean score of 4.9 indicates a generally positive attitude toward green consumerism. Important studies show that educational level has a greater impact on green consumer values than gender or age. Higher educated people are more likely to support and engage in green consumerism, according to the study, which also shows how educational interventions could effectively improve green consumer values. Although there is an overall favorable trend toward green values, people's levels of devotion vary. The results of this study imply that educating people about green consumer values could encourage a more ecologically conscious community in the Bharuch district. It expands existing understanding of the determinants of green consumer behavior and provides advice to marketers and policy makers on how plans toward sustainable consumption can be developed.

Artificial Intelligence (AI) has emerged as a hallmark of the digital era, percolating into everyday life and fundamentally transforming human behavior, cognition, and sociality. This essay explores how AI-based technologies such as social media algorithms and recommendation tools, conversational assistants, and generative models are reshaping human psychology and relationships. Through combined literature review, theory exploration, and integration of new empirical research, we examine how AI impacts cognitive performance, emotional reaction, trust, identity, and communal conduct. We also deal with the social and ethical concerns of using greater psychological dependence upon AI and its contribution to remaking social forms. The report culminates with an agenda for future research and policy recommendations to policymakers, designers, and educators regarding how best to ensure AI technologies facilitate human flourishing, social harmony, and psychological resilience.

In recent years, these factors such as continuous advancement in technology and growth in the hybrid model of work, the rise in clients’ expectations and the pressure to transform and grow have changed the dynamics of workplaces and the expectations of the employees. Employee performance can be described as the productivity with which employees are able to complete their work and is a key factor in the performance of organizations. Ever, developed global IT industry has gone through structural changes in the ways of working, especially in the new-normal digitally enabled world. In the Indian IT context where employee turnover rate and rate of skill depreciation are significantly high, it is especially crucial to look at the interaction of performance and engagement. There are various characteristics that affect performance or participation within this sector. Some of the factors are the organizational culture and leadership style, access to learning resources, work and family demands, and possibility to advance in the company as well as the level of flexibility at the workplace. The article reviewed focuses on the different variables that affect employee performance and motivation in this contingency of employment. HRM implications for strategy and organizational policy are then examined and recommendations on how employees’ experience can be improved in the current Indian IT environment are presented.

The decision-making process of individual investors in Indian capital markets is shaped by a complex interaction of psychological, economic, and demographic factors.  Comprehending these judgments is essential for policymakers, financial advisers, and market analysts.  This research examines the factors influencing individual investing behaviour, utilizing both theoretical models and empirical data.  The study investigated elements like risk perception, financial literacy, behavioral biases, and market emotion.  Furthermore, it assesses the impact of information asymmetry and regulatory measures on investment decisions.  The decision-making process of individual investors in Indian capital markets is shaped by a complex interaction of psychological, economic, and technical elements.  Notwithstanding the growing involvement of retail investors, several individuals base their investing selections on heuristics, emotions, and social impacts rather than on rational analysis.  This frequently results in worse investment decisions, heightened financial risks, and market inefficiencies.  Traditional economic theories claim that investors behave rationally to optimise profits; however, behavioral finance research indicates that cognitive biases, risk perception, and financial literacy profoundly influence investor behaviour. The study utilizes empirical data to illustrate the distinctions in the investment approaches of Indian investors relative to their worldwide counterparts.  The findings enhanced the current literature by offering insights into behavioral finance theories relevant to the Indian setting.  The study has practical implications for improving investor knowledge and developing successful financial tools that address the varied risk appetites of retail investors.

The retail sector in India is seeing a revolutionary transition spurred by the merger of organized and unorganized retail groups.  This amalgamation offers both prospects and obstacles, influencing the future direction of the sector.  The structured retail industry, distinguished by extensive operations, technological integration, and enhanced consumer experiences, is seeing tremendous expansion.  Simultaneously, the unorganized sector, which predominates the Indian retail environment, persists in flourishing due to its entrenched presence and localized tactics.  This study examines the changing dynamics of India's retail industry, focusing on customer behavior, technology innovations, and regulatory influences.  Critical obstacles like supply chain inefficiencies, infrastructural deficiencies, and opposition to digital change are examined.  In contrast, prospects exist in omni-channel commerce, tailored shopping experiences, and improved consumer interaction tactics.  The study intends to evaluate customer attitudes, identify essential success elements, and provide strategic frameworks for integrating organized and unorganized retail sectors.  The results provide guidance for policymakers, retailers, and investors to capitalize on emerging trends and develop a more inclusive and resilient retail environment.

Indian economy is among the fastest-growing economies of the world, but we cannot deny the fact that despite planned development over the decades, poverty and unemployment continue to plague the Indian economy, particularly in the rural sector. According to a recent report by NITI Aayog (2020), while 25.01 % of the population was multidimensionally poor in the country, the poverty ratio was as high as 32.75%  in rural regions during that year, while this ratio was 8.81 % in urban areas. This calls for a more inclusive approach as far as the development strategy of the country is concerned. In this direction, one of the major initiatives of the government was the launch of the Mahatma Gandhi National Rural Employment Guarantee Act (MNREGA) in 2005. This study is a modest attempt to analyze the socio-economic impact and analyze factors affecting the income earned by the beneficiaries under the MNREGA program in the state using regression analysis.  The present study is based on primary data, but secondary data has also been used as per the requirements of the study.

Entrepreneurship is a dynamic journey that begins with a spark of inspiration and progresses through a series of stages, each presenting unique challenges and opportunities. From identifying a viable idea to building a brand, securing funding, and launching a business, entrepreneurs must navigate each step with strategic foresight and resilience. This article explores the comprehensive process of turning an idea into a successful business, detailing key stages such as validating the concept, creating a business plan, and developing a product. It highlights the importance of crafting a strong brand identity, seeking funding, and scaling operations. Additionally, the article discusses the common obstacles entrepreneurs face, including managing cash flow, dealing with setbacks, and pivoting when necessary. By understanding and embracing each phase, aspiring entrepreneurs can gain practical insights into the complexities of building a thriving business from the ground up. Ultimately, the entrepreneurial journey is an ongoing process of adaptation and growth, where success is achieved not only through innovation but also through perseverance and continuous learning.

The banking sector provides vigor to the economic activity. Many ascribe poverty to the lack of access to investment credits by banks owing to the limited spread of formal banks in the developing economy.  From this perspective, risks that are immanent to banking activities can hamper the economic growth and cause economic downturn. Credit risk, which is inherent to banking activity, is certainly one of the risks that can fracture the banking sector and is widely discussed among policymakers and researchers. This research aims to provide a systematic review of literature on the determinants of non-performing assets (NPAs) in the Indian banking sector. An in-depth understanding of the latter would allow investors, bank regulators, and bank managers to better anticipate bank’s failure. The present study reveals a wide array of thoughts that shaped the argument of NPAs determinant and subsequently revealing the areas in which research is silent. It also proposes a promising future research agenda for academicians to advance their research.

Diversity, Equity, and Inclusion (DEI) programs have become essential success determinants for firms as India's IT sector evolves within a competitive and culturally varied landscape. This systematic literature analysis synthesizes the findings of 51 peer-reviewed articles to examine the impact of DEI initiatives on employee engagement, retention, and performance. The analysis indicates that strategic integration, psychological safety, and inclusive leadership are crucial elements that enhance organizational resilience and employee motivation. Furthermore, it highlights challenges such as implicit bias, tokenism, and the devaluation of intersecting identities, particularly within the Indian context.  This debate integrates theoretical concepts from Social Exchange Theory and Self-Determination Theory to contextualize the enhancement of intrinsic motivation and organizational commitment through inclusive practices. The assessment underscores the necessity for comprehensive structural reforms, intersectional awareness, and data-informed accountability, while affirming the advantages of effective DEI implementation. The findings provide a framework for additional research in ascending market conditions, along with actionable recommendations for professionals. The research ultimately characterizes DEI as both a moral obligation and a strategic need for Indian IT firms aiming to cultivate diverse and efficient work environments.

Micro, Small, and Medium Enterprises (MSMEs) and integrated supply chains form a dynamic engine powering India’s economic development. MSMEs contribute approximately 30% to GDP, 50% of manufacturing output, and 45% of exports, employing over 110 million individuals (Ministry of MSMEs, 2023). As India envisions its transformation into a developed economy by 2047 under the Viksit Bharat@2047 mission, the synergy between MSMEs and robust supply chain systems becomes critical. The supply chain ensures end-to-end integration connecting MSMEs directly to markets, ensuring timely and efficient product delivery, and optimizing quantity through enhanced logistics infrastructure, last-mile delivery, and hyper-local quick commerce platforms. These systems enable MSMEs to maintain competitive advantages by reducing lead times, improving visibility, and enhancing customer satisfaction. While significant policy initiatives like Aatmanirbhar Bharat and Digital India have bolstered the MSME ecosystem, further integration of technology-driven logistics, smart warehousing, and fintech-enabled trade finance are essential for sustainable growth. This study explores how the convergence of MSMEs and agile supply chains can accelerate economic growth, empower employment, and contribute to India’s aspiration of becoming a $10 trillion economy by 2047.

In the rapidly evolving global education landscape, Knowledge Management (KM) has emerged as a strategic necessity for higher education institutions (HEIs). This study investigates the dynamics of KM in the Indian HEI contex analysing technological, cultural, and organisational enablers and obstacles. Drawing on a wealthy literature base and level-headed in empirical and conceptual models, the take a look at examines how information control (KM) practices effect coaching fine, research productivity, institutional performance, and stakeholder engagement. Using a blended-strategies approach and an exploratory studies design, the paper identifies quality practices, addresses gaps in present frameworks, and gives actionable strategies for Indian HEIs. The findings underline the need for tailored KM systems that address the unique socio-cultural and infrastructural contexts of Indian institutions to foster innovation, operational agility, and lengthy-term competitiveness

With changing face of e-commerce, customer impulse buying behavior has become even more important for marketers as well as designers of platforms. Emphasizing social presence cues like human-like interaction, genuine reviews, and personalized customer care, this study examines how they work as environmental stimuli conditioning emotional arousal and hence elicit impulse buying behavior. Using empirically tested measurement scales borrowed from earlier studies, the research uses a standardized questionnaire and gathers information from 234 online consumers. Both the measurement and structural models are analyzed statistically using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings show a social presence cues highly increase emotional arousal, which highly influences impulse buying behavior. The mediation test further supports that emotional arousal is a strong mediator of impulse buying and social presence cues. Results provide support for both practice and theory by emphasizing the importance of social presence design and emotional stimuli on e-commerce sites to efficiently elicit unplanned consumer buying.

The dynamic interaction of customer behavior, technology developments, and operational effects in digital meal ordering systems is examined in this study. The research integrates theoretical frameworks, practical applications, and market-specific studies to offer a comprehensive picture of the sector, drawing on insights from scholarly publications. The results of studies by Bhargave et al., who investigate restaurant ordering systems, and Kitsikoglou et al., who evaluate customer intents in online food buying, are used to analyze key factors on consumer behavior, such as convenience, service quality, and platform trust. The study also includes Shahabade et al.'s analysis of Swiggy and Zomato's revolutionary effects on the Indian market, as well as Gupta et al.'s conclusions on the factors influencing the adoption of food delivery applications. Das and Ghose's investigation of food delivery platforms' operational impact emphasizes the mutually beneficial relationship between eateries and online platforms. By combining these viewpoints, this study highlights the importance of technology and service quality while identifying key elements influencing user engagement, service optimization, and market expansion. In an ever-changing digital ecosystem, the findings give stakeholders meaningful insights that improve customer experiences and organizational efficiencies.

This study investigates the economic and regulatory impact of Foreign Direct Investment (FDI) in India's insurance sector. It explores how increased FDI limits and liberalized policies have contributed to the growth, modernization, and competition in the insurance industry. Using secondary data from government publications, IRDAI reports, and RBI statistics, the study analyzes FDI inflows, sectoral performance, and regulatory shifts over two decades. Key findings highlight FDI’s positive influence on capital infusion, service quality, insurance penetration, and job creation, while also examining challenges such as foreign dominance concerns and regulatory complexities. The paper concludes with policy recommendations to optimize FDI for inclusive and sustainable sectoral growth.

Decentralized Finance (DeFi) has rapidly emerged as a transformative sector within the financial ecosystem, leveraging blockchain technology to offer accessible, transparent, and permissionless financial services. Despite its growth potential, DeFi platforms face significant challenges related to user adoption, trust, and market awareness. This research explores the strategic role of influencer marketing in addressing these challenges by enhancing the visibility and credibility of DeFi platforms. Through a mixed-method approach combining quantitative analysis of social media metrics and qualitative insights from influencer interviews, the study examines how influencers shape user perceptions, drive engagement, and influence decision-making in the DeFi space. Findings reveal that influencers act as critical intermediaries who translate complex DeFi concepts into relatable content, fostering community trust and accelerating adoption. The study highlights the importance of influencer authenticity, expertise, and audience alignment in crafting effective marketing campaigns. Furthermore, it identifies best practices for DeFi projects to collaborate with influencers, emphasizing transparency and educational content to mitigate skepticism and misinformation prevalent in the cryptocurrency ecosystem. The research contributes to a deeper understanding of the dynamic interaction between emerging financial technologies and digital marketing strategies, underscoring influencer marketing as a vital tool in DeFi’s expansion. By elucidating the mechanisms through which influencer marketing impacts user behavior and platform growth, this paper offers actionable insights for marketers, platform developers, and policymakers aiming to harness the potential of DeFi. Ultimately, the study advocates for a nuanced, ethical approach to influencer engagement to foster sustainable growth and user empowerment within the decentralized finance landscape.

When employees leave, it negatively affects an organization’s performance, workers’ morale, and use of financial resources. Because of the adoption of data analysis, predictive modeling helps HR professionals predict when workers might want to leave and take measures right away. The researchers applied predictive models to study staff leaving the company and find important reasons for their departure to help HR. The model used logistic regression, random forest, and support vector machines algorithms and trained itself with old HR data. It was found that job satisfaction, regular raises, work-life balance, and employees’ period of employment are the largest contributors to an employee leaving. These findings show that using predictive modeling gives HR departments a route to strategy-driven workforce planning.

The Indian media industry is undergoing significant transformation driven by changing ownership patterns, evolving revenue strategies, and increasing technological integration. This paper critically examines the business dynamics of Indian news media organizations, focusing on how management decisions impact journalistic integrity, editorial independence, and content dissemination. As commercial interests increasingly intersect with editorial goals, the need to analyze the business side of journalism has become more urgent. Using a qualitative methodology based on secondary sources—including industry reports, academic journals, and government publications—the study adopts an exploratory-descriptive design. It explores three core dimensions: ownership structures, revenue models, and technological advancements. Ownership is categorized into corporate, political, family-owned, and state-run models, each analyzed for its impact on editorial autonomy. Revenue generation, predominantly ad-based in India, is evaluated for its sustainability and influence on content quality. Subscription and hybrid models are also assessed for their potential to enhance financial independence. The study further investigates the role of emerging technologies such as AI, content automation, and data analytics in news production. While these tools offer operational benefits and audience engagement, they also introduce ethical challenges related to authenticity and editorial control. Findings indicate that corporatized ownership and ad dependence compromise journalistic standards, whereas diversified revenue and transparent governance support media credibility. The paper concludes with strategic recommendations for stakeholders to ensure a sustainable, ethically grounded media ecosystem and highlights directions for future research, including global comparative studies.

In an increasingly competitive business environment, the alignment of Human Resources (HR) and Marketing functions has emerged as a strategic lever for enhancing both brand value and employee engagement. This paper explores the financial outcomes of integrating HR and marketing strategies, providing empirical evidence on how such cross-functional collaboration influences organizational performance. Drawing on a mixed-methods approach, we analyzed data from 250 mid-to-large enterprises across diverse sectors, supplemented by in-depth interviews with senior HR and marketing executives. The findings reveal that firms adopting integrated HR-marketing strategies report a 15–25% increase in brand equity and a 12–20% improvement in employee engagement scores over a three-year horizon. These enhancements are linked to superior financial performance, including higher customer lifetime value and reduced employee turnover costs. Moreover, the study identifies key drivers of successful integration, such as shared performance metrics, co-created employer branding initiatives, and leadership commitment to cross-functional synergy. The results underscore the importance of internal brand advocacy, where engaged employees act as authentic brand ambassadors, fostering trust and loyalty among external stakeholders. The paper contributes to both academic and managerial discourse by quantifying the financial impact of strategic HR-marketing alignment, an area often overlooked in traditional siloed analyses. It offers a practical framework for organizations seeking to leverage their human capital in concert with brand-building efforts to drive sustainable competitive advantage. Ultimately, the research advocates for a paradigm shift toward holistic brand management, where internal culture and external brand perception are harmonized through integrated strategic initiatives.

The study tries to understand how people are influenced by others to become active participants in network-based and small-group-based virtual communities. Since online social platforms are growing fast, understanding what makes people participate is very important for marketers and community managers. Using social influence theory, this research builds a model that explores how information, social standards and attachment to the group impact the way consumers are involved in virtual communities. Both surveys and case studies were used as part of a mixed-method approach to prove the model’s validity. Results show that social influence greatly influences the way consumers behave, however, the effect is not the same for both large and small groups of online users. The research adds to our knowledge of virtual community participation and gives helpful tips for boosting consumer involvement techniques.

In today’s knowledge-driven economy, human capital has emerged as a pivotal driver of firm valuation, performance, and competitive advantage. Despite its strategic importance, many firms still regard human capital investment as an expense rather than a value-generating asset. This study investigates the influence of Human Capital Investment, Human Capital Disclosure, and Organizational Controls on the perceived valuation of firms. Drawing from the Resource-Based View, Human Capital Theory, and Signalling Theory, the research adopts a quantitative approach using survey data collected from 40 mid- to senior-level professionals. A structured 25-item Likert-scale questionnaire was administered, and responses were analysed using SPSS. The scale demonstrated high internal consistency (Cronbach’s Alpha = 0.861), and the regression model showed a strong predictive capacity (R² = 0.668). Results indicate that all three independent variables significantly and positively influence perceived firm valuation. Among them, Organizational Controls were the most influential predictor, followed by Disclosure practices and Investment in training and development. The findings emphasize that human capital adds measurable value when strategically governed, transparently disclosed, and embedded in performance frameworks. This study contributes to literature by offering an empirically validated model that integrates investment, transparency, and governance dimensions of human capital. It provides practical insights for organizations and policymakers to realign human capital strategies with broader value creation and reporting practices in dynamic business environments.

As a result of the rapid proliferation of online shopping in India, the personal care industry has seen a profound transformation, and businesses have been forced to adjust their marketing tactics in response to the digital revolution. The purpose of this article is to provide an in-depth analysis of the significant ways in which strategic marketing strategies are evolving in response to the rapid growth of online shopping in this industry. The personal care sector has traditionally relied on brick-and-mortar storefronts and direct interaction with customers. However, the industry is presently undergoing a transformation in which digital platforms, consumer data, and individualised online experiences have a significant impact on making purchasing decisions and maintaining brand loyalty.  This study employs a quantitative research technique within a positivist framework, and it does so by sending out structured self-report questionnaires over the internet in order to collect pertinent data from persons who are knowledgeable about the expanding personal care sector in India. While the study makes use of SPSS software for statistical analysis in order to assess the dependability and relevance of the data, structural equation modelling is used in order to investigate the interconnections that exist between significant strategic marketing aspects and the growth dynamics of e-commerce. Because of these findings, crucial new insights have been provided on which marketing strategies—digital branding, influencer engagement, targeted advertising, and omni-channel presence—have the most effect in an environment that is technologically competitive.  The purpose of this research is to improve knowledge of how the Indian personal care business can maintain a competitive advantage in a market that is driven by e-commerce by evaluating the congruence between customer expectations and brand strategies in the digital domain. The results shed light on the need of strategic marketing that is characterised by agility, creativity, and decision-making that is driven by data in order to effectively manage the ever-changing patterns of digital consumption. Within the context of the personal care industry in India, the paper highlights the significance of strategic marketing in terms of both directing and addressing the future path of e-commerce development.

This study investigates the relationship between Green Human Resource Management (GHRM) practices and organisational performance, specifically focussing on the mediating effect of corporate sustainability within the information technology industry. This research seeks to examine the influence of Green Human Resource Management (GHRM) on employee eco-friendly behaviour, the elements of company sustainability (environmental, social, and economic), and overall business success. It provides empirical evidence about the direct and indirect effects of sustainability-oriented HRM efforts inside IT organisations. The research used a quantitative strategy, using a survey method to collect primary data from IT personnel. A structured questionnaire with Likert-scale metrics was used to assess views of green HR policies, company sustainability initiatives, and corporate results. Structural Equation Modelling (SEM) and Path Analysis were used to examine the data and elucidate the causal linkages among the variables. The results indicate that GHRM practices have a significant and constant beneficial influence on business sustainability, with employee green behaviour serving as a mediator between HR strategies and sustainability performance. Corporate sustainability partly mediates the link between Green Human Resource Management (GHRM) and organisational performance, highlighting the synergistic impact of sustainability measures on operational efficiency, financial performance, and environmental stewardship in information technology firms. The findings indicate that integrating GHRM into corporate sustainability initiatives yields superior commercial outcomes, promotes long-term environmental sustainability, and positions IT enterprises as sustainable organisations. The essay emphasises that HR officials have to include green HR practices into talent management, employee engagement, and performance assessment systems inside their organisations to enhance corporate sustainability initiatives. This research enhances the existing literature by examining GHRM as a driver of sustainability-focused corporate growth in the IT sector. Future research should investigate cross-industry comparisons and longitudinal impacts to improve comprehension of the timing of sustainable HRM practice adoption and their ongoing influence on company outcomes over time.

The present study has shown that one of the major programmes launched by the Indian Government is the Start-up Initiative to promote SMEs for the development of the Indian Economy. It aimed to create a solid ecosystem for supporting startups and innovation in the nation, which will encourage the opening of more SMEs that foster long-term economic growth and create a significant number of job opportunities. The government hopes this effort will enable startups to develop via creativity and innovation. The growth of start-ups since 2005 is the main emphasis of the current study. Before 2015 and after 2015, the growth trend was observed. The pattern prior to 2015 shows the growth's erratic nature. The average growth tendency has demonstrated a decelerating trend since the policy's inception in 2016. The series' compound growth (Indian-registered businesses) has also been computed. The average growth rate over a number of time periods is 8.24%. The number of businesses that are registered and the Indian economy have been linked together using correlation analysis, which reveals a favourable relationship.

In the current hyper-connected digital environment, real-time marketing (RTM) is a quick, fresh, and influential strategy for companies who want to outrace the flow and attract customers with real-time data-driven offers. Although RTM presents unprecedented prospects for brand exposure and customer engagement using the immediacy of social media, it presents marketers with a distinctive, and perhaps extreme, set of stress inducers. The need to make quick and promt decisions, follow real-time emerging trends and quickly react to on-the-fly audience feedback is higher than ever and put marketers under constant pressure. The high-stakes nature of such a challenging atmosphere tends to increase the tempo of work and worsen cognitive load leading, eventually, to information overload, decision fatigue, and a state of burnout. This article explores the psychological and physical toll RTM-related stress takes on marketers. Drawing on discoveries from marketing research, psychology and organizational behaviour, it looks at the resistance that arises when the demands of near-constant alertness and snap creativity come into conflict with the boundaries of the human capacity for focus and strength. Instead of linear-marketing schedules, where timescales are already predictable, RTM requires a supple approach without losing momentum, remaining fresh and maintaining mental and emotional health. Acknowledging the double-edged sword of preserving brand integrity while being true and relevant to the speed of digital involvement, this paper takes a look at what one can do about combating the stressors inherent in RTM with practical tips to help make managing it a little less challenging. From company level interventions to personal coping strategies, the advice is intended to assist marketing teams in striking that balance of urgency and mindfulness to avoid tension, but not close off creative dexterity. By advocating a kind of future-facing mentality, this work reminds us that real-time marketing doesn’t need to flourish at the expense of health, but in combination with a culture of flexibility and sustainable performance.

This research examines the effect of AR apps on purchase intentions of Indian e-consumers and explores the mediating role of perceived risk. Quantitative approach was used for the research, where data collection from 210 participants was carried out using structured online questionnaires. For validating the research model and testing proposed hypotheses, the study used various statistical tests. The results validate that AR experience has a positive and significant impact on consumers' purchase intentions. Moreover, perceived risk moderates this relationship to some extent in such a way that although AR technology may enhance product confidence and consumer interaction, financial, privacy, or functional concerns can reduce its positive impact partially. The present paper provides significant implications for e-commerce companies planning to harness AR as an angle of competitive advantage by presenting these conclusions. In particular, firms that invite investment not just in the quality of AR experiences but also actively deal with consumer risk perceptions in digital marketing interventions to achieve full potential from the technology in influencing consumers' buying habits. The findings contribute to the more general literature on consumer behavior and digital marketing in general, and more so in emerging economies such as India where AR is increasingly adopted but there remain problems with digital trust.

More recently, there has been rising public discussion and media consideration related to Transgender community. Though, an important concern confronting the worldwide community is whether the rights of transgender people are really included within fundamental human rights. Prejudice against transgender community mainly stems from biases about sexual orientation and gender personality. Where legal protection does exist, they are always inadequate or poorly executed. It points out the urgent requirement for more strong legal system and effectual enforcement mechanisms to make sure that transgender community are allowed equal opportunities and fair treatment in society. In both India and USA, transgender people have long struggled for appreciation, equality, and safeguard, but their journey replicate varying historical, societal, and legal trajectories. The growing recognition of transgender rights in India, particularly through NALSA judgment and the Transgender Persons (Protection of Right) Act, 2019, mark an important, though unsatisfactory, move toward inclusion. On the contrary, the US presents a multifaceted landscape where progressive strides in some states are counterbalanced by preventive measures in others. The theory of equality and nondiscrimination are basic to international human rights law, and the UNHR treaty bodies have clearly identified sexual orientation and gender identities as prohibited grounds for discrimination. Therefore, it becomes very important to deal with and support the rights of transgender community. This research paper carries out a comparative study of the legal rights allowed to transgender people in India and US. This research paper encompasses major aspects like marriage rights, family associated rights, the rights to equality, and safeguard against inequity. In addition, the research article tried to examine the psychological and social effect that the rejection of these rights has on transgender community. By analyzing this problem within wider discourses of human rights and social justice, the study aims to evaluate how efficiently the requirements and privileges of transgender community are identified in India and the United States.

Today, mobile communication technology has emerged robustly and having inevitable presence in all spheres of life and society to meet out the needs of interaction, henceforth conducting business globally. Use of smart phones has increased manifold in our day-to-day life. Just as repercussion of consumers’ rotational preferences and exigencies, the amplification of remote communication technology e.g. mobile phone, Global Positioning System (GPS) and wireless networks are persistently evolving and upgrading. Consumers’ vibrant preferences and purchasing decision on mobile phones are being affected by numerous external and internal factors. Various studies have been justified and concluded regarding the exploration of factors that influence the consumer purchase decision pertaining to cellular phones. The prime goal of this research study is to ascertain the critical determinants (factors) that dominate the purchasing behavior of customers pertaining to smart-phones in NCR region. The data of 473 respondents has been collected through a structured questionnaire to scrutinize the determining factors of purchasing behavior. The result reveals that five variables viz. price, technical features, camera, promotional activities and social influence plays important role as the base of thought process for purchasing the product. The study also suggests that price; technical features and promotional activities have significant contribution in the purchasing behavior of the buyers. 

Diversity and social issues had a dramatic effect on the study and application of management and organizational behaviour. Diversity must be recognised and nurtured as the organization’s great asset and the ability to attract and work with diverse talent mist be seen as a critical competitive advantage. Diversity training programs get the participants directly involved at work place. Ethics involve moral issues and choices and deals with right and wrong behaviour. The real estate sector is one the most globally recognized sector. “India’s real estate sector is expected to touch as US$ 1 trillion marker size by 2030, accounting for 18-20% of India’s GDP.” In India, the real estate sector is the second-highest employment generator, after the agriculture sector. Researcher conducted a study with an objective - To evaluate employee Diversity in Organised Real Estate Industry at Bangalore. The researcher completes the evaluation by applying statistical tools like Frequency distribution Cronbach's Alpha, one-way ANOVA to arrive at a meaningful interpretation. employee Diversity and Culture is evaluated among all demographic groups.  Researcher concludes for sustenance of prevailing practices in Real Estate industry.