Book Published I Field of Business

CONTEMPORARY ISSUES IN
BUSINESS AND ECONOMICS

VOLUME – 2
CONTEMPORARY ISSUES IN
BUSINESS AND ECONOMICS
VOLUME – 2
CHIEF EDITORS
Chitsimran, Dr. Abhishek Pandey
ASSOCIATE EDITORS
Dr. Archana Sharma, Dr. Arpit Sidhu
Dr. Dilpreet Kaur, Dr Razia Sehdev
Ms Paras Mehak, Ms Sunanda Sharma
Ms Lipika Dhingra, Mr Suraj Prakash
THE UNITED KINGDOM

CONTEMPORARY ISSUES IN BUSINESS AND ECONOMICS VOLUME – 2
by: Chitsimran, Dr. Abhishek Pandey, Dr. Archana Sharma,
Dr. Arpit Sidhu, Dr. Dilpreet Kaur, Dr Razia Sehdev, Ms Paras Mehak,
Ms Sunanda Sharma, Ms Lipika Dhingra, Mr Suraj Prakash
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ISBN: 978-1-312-59259-9
ISBN-10: 1-312-59259-1
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ABOUT THE EDITORS
Chitsimran
Assistant Professor
PG Department of Commerce and Management,
Khalsa College for Women, Amritsar, Punjab
Ms. Chitsimran, a distinguished scholar and seasoned professional, who has ascended to
the ranks of Assistant Professor at the prestigious PG Department of Commerce and
Management, Khalsa College for Women, Amritsar. Her formidable academic credentials
include a CMA, MBA in Finance, M.Com in MAFS, and a UGC NET, all of which have
propelled her to the pinnacle of academic excellence. With over 5 years of teaching
experience and 2 years of industry experience, her erudition is matched only by her
fervent dedication to research. She has presented over 50 research papers in seminars
and conferences of national and international renown, and has participated in more than
100 FDPs, workshops, trainings, symposiums, conclaves, and webinars of similar stature.
Her contributions to academia are unparalleled, with over 28 publications in Scopus and
UGC Care listed journals, as well as other prestigious publications of international and
national acclaim. Her scholarly pursuits have also yielded two edited books, a patent, and
a textbook on Supply Chain Management, cementing her reputation as a true luminary in
her field. With such a prodigious array of achievements, it is little wonder that she is held
in the highest esteem by her colleagues and peers, and serves as an inspiration to all who
aspire to greatness in academia and beyond.
Dr. Abhishek Pandey

Assistant Professor
Mittal School of Business,
Lovely Professional University, Jalandhar, Punjab
In academic career spanning over 7 years, he has taught Business Statistics, Financial
Management, Business Mathematics, Strategic Management, Financial Accounting, Cost
Accounting, Management Accounting, Advanced Cost Financial Reporting and Auditing
and Assurance. He has attended workshops, relevant training and Faculty Development
Programmes, national/international level conferences for continuous learning. He has
qualified various online courses from NPTEL. He is also a professional member for IAA.
As ingenious researcher, he has presented several research papers in national &
international journals. He has published 10 research papers/chapters in journals.
Presently he is guiding three Ph.D. research scholars and two dissertations, and he has
guided 2 MBA capstone projects.
Dr. Archana Sharma
Assistant Professor
Head of the Department of Business Administration,
S.S.Jain Subodh Girls PG College Sanganer Jaipur, Rajasthan
She is having teaching experience of 15 years. She has earned M.COM (Bus.Admn)
M.Com (EAFM) M.Phil.and Doctoral degree in the commerce from the University of
Rajasthan. She has MBA (Finance) from SCDL symbiosis University Pune. She has
published 2 books and more than17 research papers in National and International peer
reviewed, referred and UGC listed and indexed journals and conferences. She has
presented more than 18 papers at National and International conferences. Her expertise
in the area of subject, Human resource management, organizational behavior Marketing,
management, and finance She has been awarded "IRSD preeminent Innovative Educators
award 2022”.
Dr. Arpit Sidhu

Assistant Professor
In academic career spanning over 9 years, he has served at Central University of

Rajasthan, Ajmer as Research Scholar. He has been presented at 10 relevant training and
courses for continuous learning. He has attended “15 national and international
conferences and 15 workshops”. He has published “19 research papers in International
and National Journals, 8 chapters in refereed edited books and 1 edited book”. He has
also developed “4 E-content for online-MBA-BBA courses”. He has been invited as key
note speaker in various “International Conferences in Paris (France) and San Francisco
(America)”. He has received “Best research paper award” from the international
conference in association with Curtin University (Australia) in 2019. He has received Non-
Net Fellowship from University Grant Commission (UGC) and is recipient of merit
certificate at higher and senior secondary level from Himachal Pradesh Board of School
Education. He is recipient of 1st Prize in “The Wolf of Wall Street”
Dr. Dilpreet Kaur

Assistant Professor
University Business School,
Guru Nanak Dev University, Amritsar, Punjab,
DR. Dilpreet Kaur, PhD, MBA (Finance) Double Gold Medalist, UGC NET/JRF is currently
working as an Assistant Professor at University Business School, Guru Nanak Dev
University, Amritsar. She has work experience of 4 years and research experience of 5
years. She has strong research orientation and had presented research papers in more
than 50 seminars/ conferences of national and international level. Also she has
participated in more than 100 FDPs/workshops/trainings/ symposiums/conclaves/
webinars of national and international level. She has accredited ABDC listed, Scopus
listed and UGC Care listed publications to her name. She has received several
International felicitations and is authorised Resource Person by NSDL.
Dr. Razia Sehdev

Assistant Professor
In academic career spanning over 9 years, she has served at Lovely Professional
University, Phagwara, Punjab (India). As a Faculty member, she has developed 4 online
Courses in the area of Accounting and Business Laws. She has published more than 20
papers in indexed journals (Scopus, ABDC and UGC care). Her keen research areas are
Financial Markets Anomalies, Institutional Investment Behavior, Cointegration of
markets, Financial Reporting, Financial Statement Analysis and Consumer Behavior.
Ms. Paras Mehak

Assistant Professor
She has a 5 years work experience in teaching and research. She has presented more
than 10 papers in national and international conferences. She has participated in more
than 30 FPDs/Workshops/ Training, edited a book and also authored a textbook on
“Supply Chain Management”. She has supervised many Capstone research projects of
the students.
Ms. Sunanda Sharma

Assistant Professor COD in Management at the Department of Management,
Pyramid College of Business and Technology, Phagwara, Punjab
She posses a strong Academic and Research experience of more than 8 years. She is a
Professional member of the Indian Accounting Association (IAA). She has published
more than 10 research papers in Scopus and UGC listed journals. She has guided more
than 10 postgraduate research students/projects. She has been Awarded by Smt.
Pratibha Singh Patil (Former and First Women President of India) in 2012.
Lipika Dhingra
Assistant Professor
Lipika Dhingra is an Assistant Professor with expertise in Accounting and Finance. She
holds a postgraduate degree of MCom in Accounting and Finance from GNDU, Jalandhar,
and a graduate degree of BCom Prof from the same university. She has been associated
with Lovely Professional University for the past six years (2017-2023) as a dedicated
educator, guiding and inspiring students towards a brighter future. Along with her
academic commitments, she also served as an interviewer in Touchstone and worked as
a recorder in an NGO.
Lipika's academic journey has allowed her to develop a keen interest and understanding
of various accounting and finance domains. She has taught several courses during her
tenure, including Financial Accounting, Management Accounting, Forensic Accounting,
Cost Accounting, and Legal Aspects of Business. With her profound knowledge,
experience, and passion for teaching, Lipika has positively influenced the lives of many
students, helping them realize their potential and achieve their goals.
Mr. Suraj Prakash

Assistant Professor Mittal School of Business,
He posses 4 years teaching and research experience. He have presented papers in more
5 conferences/seminars nationally and internationally. He have participated in 10 plus
workshops/FDP. He have also supervised many capstone research projects of students.
CONTENTS
SR.NO. CHAPTER AND AUTHOR NAME PAGE NO.

1 UPSCALING START-UPS ECOSYSTEM IN INDIA 1
Dr. Kishor Kumar
2 IMPACT OF COVID-19 ON THE FINANCIAL 14

MARKETS: EVIDENCE FROM INDIA AND USA
Gopika Juneja
3 FINANCIAL MANAGEMENT IN THE 19

KAUTILYAN SATATE
Dr. Diptimayee Mishra
4 INFLUENCE OF DIGITAL MEDIA AS A 29

MARKETING TOOL
Dr. Bijaya Thakur
5 A STUDY ON GREEN ENTREPRENEURSHIP AS 40

AN ATTAINMENT TOWARDS SUSTAINABLE
GROWTH AND DEVELOPMENT
Ms. Chesta Jindal, Dr. Jitin Gambhir ,
Major Nupur Gupta
6 A CRITICAL INVESTIGATION OF RESTAURANT 50

TRENDS SERVING ORGANIC AND VEGAN
FOOD
Deepanshu Khurana
7 IMPACT OF SOCIAL ENTREPRENEURSHIP IN 70

INDIA
Dr. Archana Sharma
8 AN ORGANIZATION WORKS ON THE POLICY 74

OF TEAM SPIRIT BETWEEN THE DELL & HCL
Dr. Aditi Sharma
SR.NO. CHAPTER AND AUTHOR NAME PAGE NO.
9 THE ROLE OF COMMUNICATION IN 91
IMPROVING WORK EFFECTIVENESS IN AN
ORGANIZATION
Namrata Jain
10 HEALTHY CHOICE SELECTION: ROLE OF 105

NUTRITIONAL LABELLING ON CONSUMER
PURCHASE DECISIONS
Dr. Vandana Gupta , Dr. Sukhvinder Singh
11 GREEN FINANCE: A CONCEPTUAL 135

FRAMEWORK
Sheenam
12 AN OVERVIEW OF UNORGANIZED SECTOR 140

AND ITS CONTRIBUTION TO INDIAN
ECONOMY
Rujuta Milind Joshi
13 SOCIAL MEDIA MARKETING: A LITERATURE 149

REVIEW ANALYSIS
Dr. Jyoti , Mr. Soumyajit Bandyopadhyay
14 A CRITICAL ANALYSIS OF INDIA'S GOODS AND 165

SERVICES TAX
Samoon Khan, Shiv Shankar, Shubhra Kedia
CONTEMPORARY ISSUES IN BUSINESS AND ECONOMICS: VOLUME - 2
CHAPTER 1
UPSCALING START-UPS ECOSYSTEM IN INDIA
Dr. Kishor Kumar1
INTRODUCTION:
"
These days we hear it all around us: startup, startup,
startup, it is true that this is the era of startups, and it is
also true that in the field of startups, in a way, India is
leading the world," says Prime Minister Narender Modi ji. Recently,
startups in India and elsewhere have garnered notice. They're
growing and being recognized as growth and job generators.
Startups may transform society through innovation and scalable
technology. Over the past 20 years, the Indian startup environment
has grown. In the 2000s, some firms were formed, but there were
few investors and support organizations like incubators and
accelerators. In the recent decade, the number of startups has grown
rapidly, and support has improved in all areas. Bangalore is India's
startup capital, but Mumbai, the NCR, and other locations are
equally active. Startups necessitate sacrifice in order to be your own
boss and create jobs. A huge population, a high middle class,
educated young people with technical backgrounds, IT supremacy,
and strong internet and mobile penetration fuel India's startup boom.
Starting a firm requires strategy, discipline, and consideration of
internal and external factors that may affect its longevity.
Entrepreneurship takes time, teamwork, and tenacity. Startups face
money, infrastructure, and government rules. Many businesses
started with fanfare but failed swiftly for various reasons. In a
business, entrepreneurs develop new products and services. It
accelerates innovation. Startups are startups. Startups fix problems.
Investors and lenders like social companies' growth potential.
Research a startup before hiring them. "Make-in-India" and other
government programmes have attracted startups.
1Assistant Professor, Department of Commerce, Delhi College of Arts &

Commerce, Univesity of Delhi, [email protected]
1
According to the Economic Survey 2022, it was stated that

India has become the third largest startup ecosystem in the world
after the US and China. The survey revealed that a record 44 Indian
firms attained unicorn status in 2021, bringing the total number of
unicorn startups in India to 83, with the majority in the services
sector. The poll also revealed that at least one new business existed
in each of India's 555 districts, illustrating the exponential growth of
startups in India over the previous six years, the majority of which
are in the information technology and knowledge industries.
Concept of Startups:
A startup is a company in its early phases of operation.
Typically, founders finance their own enterprises; however, they
may seek outside investment prior to launch. Friends and relatives,
venture capital, crowd funding, and loans are all sources of funding.
Additionally, startups must assess their firm's location and legal
structure. However, they can also be highly exciting places to work,
with excellent benefits, a focused on innovation, and enough
possibilities to learn new things. Startups entail a substantial risk of
failing, but they can also be very attractive places to work.
A "startup" could be defined as a new firm in its early stages
of operation and growth that is often sponsored by an individual or a
small group of persons. It is a young, scalable company model
based on technology and innovation in which the founders develop
a product or service for which they anticipate demand by disrupting
existing markets or creating wholly new ones. Startups are nothing
more than a concept that becomes a business enterprise.
A "startup" is a new business endeavor that provides services
or products to an existing and expanding market. It is a business in
its infancy that consists of one or more entrepreneurs. It is a newly
established business with a significant amount of momentum due to
the apparent need for its product or service. A startup's goal is to
grow swiftly by providing a product or service that fills a particular
market void. There are a lot of new businesses that are just getting
started, and a lot of them don't have any products for sale or any
way to make money. In a similar vein, there are no hard and fast
standards that dictate when a startup company can no longer be
deemed a startup. Some people believe that a firm is no longer
considered a startup if it reaches a particular size, finishes the steps
necessary to become profitable, obtains a significant amount of
2
investment resources, becomes a public company, or is purchased

by a larger business. Startups have high costs and low revenue.
They also lack an established business model and the resources to
progress. Venture capitalists, angel investors, and banks fund these
startups. Investors or lenders may invest for a share of future profits
and partial ownership. These firms invest seed cash in research and
business plan creation. Innovation to meet market needs is the goal.
Startups seek rapid sector expansion, unlike most small enterprises.
Such enterprises start as ideas and grow into viable products,
services, or platforms.
Since 2016, India's startup sector has been expanding, with
enterprises rapidly proliferating across the country. The Indian
government created the Startup India initiative to encourage and
maintain the country's growth. DPIIT had officially acknowledged a
total of 80,152 startups as of 2022.
Types of Startups:
Entrepreneurs launch startups to generate new products and
services. All entrepreneurs want to build a big firm, and all
companies grow and fail. Investopedia claims 90% of startups fail.
Lack of funds, research, or market knowledge might cause failure.
A robust company plan, pre-launch marketing, and startup
consultants are often credited with success. Today, a good idea isn't
enough to launch a startup. To better understand the characteristics
of various startups, consider the six types listed below:
1. Small Business Startups. These startups are self-funded and
were started by everyday folks like you and me. They develop
at their own pace, and while they typically have a nice
website, they do not have app. Retail outlets such as
supermarkets, barbershops, bakeries, and travel agencies are
prime examples.
2. Large Business Startups. Large businesses have a limited
lifespan because the tastes of their customers, the
advancement of technology, and the appearance of new
competitors all shift over time. Because of this, firms need to
be flexible enough to adjust whenever new circumstances
arise. As a consequence of this, they create cutting-edge
goods that are able to meet the requirements of 21st-century
clients.
3
3. Scalable Startups. This category commonly involves

companies in the technology sector. Because technology
companies frequently have high potential, they can easily
enter the global market. Investors can help technology
companies grow into global corporations. Google, Uber,
Facebook, and Twitter are examples of such startups. Such
startups employ the most talented employees and look for
investors to help them develop and scale their ideas. The e-
commerce giant got its start as an online bookstore and then
expanded into selling a variety of other consumer goods. At
this point in time, it is India's most successful native e-
commerce site.
4. Lifestyle Startups. There is a proverb that states, "If you do
what you love, you'll never work a day in your life." This
holds true for lifestyle startup companies. This type of startup
is typically fueled by a pastime that turns into a thriving
business. It is something that anyone with hobbies and a
desire to pursue their passion can build. They may make a
living doing what they are most enthusiastic about. It means
they can make for themselves because they have a strong
interest in the work that they do. Freelance graphic designers,
web designers, and computer programmers make up the
majority of lifestyle startup companies. There are numerous
examples of successful lifestyle companies available to us.
5. Social Startups. Social startups attempt to improve society.
They aim to benefit people or the environment. It is not profit-
driven like the other startups. Indian startup Kisan Network is
an example. Farmers lose a lot because middlemen buy their
crops cheaply. This startup helps Indian farmers sell straight
to enterprises without middlemen. This helps farmers recover
and prevents exploitation. These startups have succeeded
despite the belief that their main goal is to make money.
Social startups assist others. Charities and other non-profit
organizations are some examples of organizations that are
only able to function thanks to donations.
6. Buyable Startups. Some persons in the software and
technology industries create a startup from start with the
intention of selling it to a larger company in the future. Giants
such as Amazon and Uber have been known to purchase
4
smaller firms in order to build them throughout time and reap

the rewards of doing so.
Present Status of Startups in India

1. After the US and China, India now has the third-largest start-
up ecosystem worldwide.
2. In 2021, Indian start-ups were successful in raising USD 23

billion across more than 1,000 agreements, and 33 start-ups
achieved the status of unicorn. The number of start-up
companies that have achieved unicorn status in 2022 has
increased by 13 so far.
3. Since 2012, the total number of start-up businesses has
increased at a compound annual growth rate (CAGR) of 17%,
and it has now surpassed 112,000. This information comes
from the India Venture Capital Report 2021, which was
released by Bain and Company.
4. The number of new businesses that were founded in India
increased by a staggering 15,400% between 2016 and 2022,
going from 452 to 84012, as of the 30th of November in 2022.
5. According to the SISFS, as of the 30th of June in the year
2022, a total of 703 startups had been given finance, while
428 companies had been accepted for funding.
6. Union Minster of State for Commerce and Industry Som
Prakash stated that the Indian government is in the process of
putting into action the Fund of Funds for Startups (FFS)
Scheme and the Startup India Seed Fund Scheme (SISFS) in
order to offer financial assistance to startups by way of
Alternative Investment Funds (AIFs) and incubators,
respectively. These programmes are a part of the larger
Startup India initiative.
7. The announcement indicates that the government has
launched FFS with a corpus of Rs. 10,000 crore in order to
fulfil the financial requirements of entrepreneurs.
8. Since 2016, the government has implemented over 50
regulatory reforms in an effort to improve the ease of doing
business, ease the process of raising financing, and lower the
cost of compliance on the startup ecosystem.
9. In addition, Union Minster of State for Commerce and
Industry Som Prakash highlighted that 52 regulatory reforms
5
have been implemented by the government since 2016 in

order to improve the ease of doing business, the simplicity of
accessing capital, and the reduction of the burden of
compliance for the startup ecosystem.
10. According to the statement of Union Minster of State for
Commerce and Industry Som Prakash, of the Government has
established FFS with corpus of Rs. 10,000 crore, to meet the
funding needs of startups.
Startups in India: Issues and Challenges

India has a thriving startup ecosystem, despite the fact that
these creative enterprises confront several obstacles and fight to
survive. Start-up revolves around self-discovery and education.
The majority of startups begin with an incredible vision, but
these visions require a great deal of commitment and effort to
become a reality. It requires much more than a good idea for
such a startup to become a growing success. However, despite
its potential, the startup ecosystem in India is currently
confronted with significant obstacles, some of which can be
attributed to the current state of the macroeconomic environment
worldwide. Here are some of the most typical challenges faced
by startups:
1. Finance Issues: Lack of finance prevents corporate
growth. New enterprises invest a lot and restrict income
flow. Patience and smart money investments can help
overcome this difficulty. Venture Intelligence says that 64
Indian startups received $242 million in venture finance.
Industry analysts argue this amount is too little to support
early-stage risk capital. Processes and high interest rates
make debt unfeasible. Starting a business requires
immediate revenue, which may not be possible. Money
worries.
2. Competition Issues: The business world is highly
competitive. New businesses struggle with competition.
Launching an online business increases competition.
Competition keeps companies on their toes. B2B and B2C
enterprises sometimes face fierce competition. Startups
must play aggressively and punch above their weight to
thrive in this intensely competitive economic environment,
which encompasses traditional and internet businesses.
6
3. Market Structure Issues: The next most essential

challenge for a business is determining the region from
which it will be launched and the product's market
demand. Innovation is essential, as the firm would need to
modify existing products on the market to meet the needs
of its customers.
4. Regulations Issues: The number of government
authorizations required to launch a firm remains a barrier.
Although laws are changing, it is still difficult to register
your business, which can take anywhere from one to six
months atleast. Regulations pertaining to labour
regulations, information technology, intellectual property
rights, contracts, dispute resolution, etc., are rigorous in
the country, which could make it initially challenging for
the firm.
5. Proper Guidence Issues: It is not necessary for a doctor's
son to become a doctor in order to receive quality
mentoring. He/she is capable of becoming an entrepreneur.
Most startups fail only because they lack sufficient
direction. It is possible that your family has no business
experience. Consequently, members of your family may
not be conscious of the crucial requirements for
establishing a business. In other words, they may not be
the right mentor for you, resulting in a lack of excellent
mentoring.
6. Sustainability Issues: It signifies that some challenges
impact the business's ability to operate sustainably. This
includes a paucity of information supplied to entrepreneurs
regarding sustainable opportunities they can pursue to
assist society. Consequently, individuals are unaware of
their potential when establishing the organization. Also,
these firms are not given much consideration when they
seek public funding.
7. Lack of Startup Ecosystem and Support Networks:
When it comes to aiding businesses, there just aren't that
many investment groups to choose from. Capital might be
hard to come by for aspiring business owners in smaller
towns and cities outside of India's major metropolis.
India's dearth of angel investors, in contrast to the West,
slows the development of new businesses. Science and
7
technology parks, Incubators, company development

centres, etc. play a vital part in the startup lifecycle since
angel investors back businesses in their early days of
commercial operation. When such resources are
unavailable, the likelihood of failure rises.
8. Revenue Generation: Many new businesses fail because

they can't generate enough income as they expand.
Startups lose sight of the essentials of running a business
as their operations expand and their expenses outpace their
income.
9. Lack of Endurance in founders: When the going gets
tough, founders of startups must be resilient. Starting a
business is filled with delays, failures, and challenges for
which there are no suitable solutions. The entrepreneur
must be persistent and convincing, and should never give
up until achieving success.
10. Lack of Recognition: Due to the fact that nearly 70
percent of the Indian population lives in rural areas, which
still lack access to dependable internet service, there is a
lack of recognition. As a consequence of this, a great
number of start-up businesses based in villages are not
recognised, and as a result, they are denied access to
government funding initiatives.
Initiatives taken by the government to support or promote

Startups
India now claims to have the third-largest startup ecosystem
worldwide. There are more than 60,000 companies working in the
nation, and there are over 100 unicorns. This achievement can be
partially due to the active support given by the Indian government
through its numerous programmes and plans to startups and
entrepreneurs. All of the aforementioned initiatives were supported
by a number of government initiatives and resources aimed at
giving businesses financial support and working capital. The Startup
India Action Plan gives entrepreneurs tax benefits and exemptions,
low-interest loans, skill development programmes, preference in
public procurement, and more. Efforts from the Government In
order to provide assistance to new businesses, there are a number
8
of initiatives from both the government and semi-governmental

organisations:
1. Start-Up India: This plan offers three years of tax and
compliance incentives designed to reduce government rules
and bureaucracy. Thus, the Startup India Action Plan of 2016
recommended the CGSS to foster entrepreneurship by making
financing approachable to innovators and encouraging banks
and other lenders to supply them with venture debt.
2. Mudra Yojna: Startups are eligible for loans from
participating banks as part of this programme, which enables
them to establish, expand, and consolidate their enterprises.
3. SETU (Self-Employment and Talent Utilization) Fund:
The government has committed one trillion rupees (about
$100 million) to the development of new job openings and
prospects for self-employment, mostly in fields driven by
technological innovation.
4. E-Biz Portal: The Indian government has launched an
electronic business platform that consolidates 14 different
regulatory permissions and licences into a single location.
This would allow for more rapid clearances and will make it
easier to conduct business in India.
5. ASPIRE: It means a Scheme for Promotion of Innovation,
Rural Industries and Entrepreneurship. This initiative
established a network of technology centres and incubation
centres across India to promote entrepreneurship and
encourage agro-business ideas for unmet societal needs. It
provides one-time grants of 100% of equipment and
machinery costs (excluding land and infrastructure) or up to
INR 100 (Indian rupee hundred) lakhs to build up livelihood
and technology company incubators. Many Indians reside in
rural areas and work in agriculture. This initiative was created
to create jobs and agricultural businesses. It helps
entrepreneurs start enterprises, become employers, and sustain
themselves. This programme promotes district-level economic
growth.
6. CGTSME: The Credit Guarantee Trust Fund for Micro &
Small Enterprises is one of the largest Startup Loan Schemes
introduced by the Ministry of MSME in India. Under this
government programme, qualifying startups and MSMEs can
obtain a collateral-free loan of up to 1 crore rupees. The loan
9
is distributed through the CGTMSE, which is administered by

the Ministry of MSME and SIDBI.
7. Credit-Linked Capital Subsidy for Technology
Upgrdation (CLCSTU): Government is well aware that
technology is the weapon that would catapult Indian startups
and MSMEs into global competition. This is why the
government created the CLCSTU programme, which gives
financial assistance to small and medium-sized enterprises
(SMEs) to modernize their technology and implement cutting-
edge technological platforms for their businesses. Under
CLCSTU, the Indian government gives a 15% subsidy on
investments up to 1 crore rupees made to upgrade technology
for startups and MSMEs. More than 7,500 goods and services
are covered by this government programme.
8. Credit Guarantee Fund Trust: This scheme was launched
by the Government of India to provide collateral-free credit to
the micro and small business sector. Existing and new
businesses are eligible for participation in the programme.
9. SAMRIDH Scheme: This programme is intended to improve
the ecosystem of startup accelerators in India. Ashwini
Vaishnaw, the recently appointed Minister of Electronics,
Information, and Technology (MeitY), initiated this initiative
to assist entrepreneurs with development, expansion, and
product innovation. It is intended to provide finance
assistance to entrepreneurs and assist them in assembling skill
sets that would facilitate their successful growth.
10. Multiplier Grant Scheme (MSG): This Scheme was created
by the Department of Electronics and Information Technology
(DeitY) to encourage collaborative research and development
(R&D) between industry and institutions/academics for the
creation of products and packages. The programme intends to
bridge the gap between research and development and proof
of concept, as well as globalization and commercialization. It
also promotes the growth of domestic goods and services and
accelerates the process. The government grants will be capped
at Rs 2 crore per project, and the period of each project would
be significantly fewer than two years. This would reach Rs 4
crore and encompass three years of collaboration with the
business.
10
11. NewGen IEDC: The NewGen Innovation and

Entrepreneurship Development Centre, an initiative launched
by the National Science and Technology Entrepreneurship
Development Board under the Department of Science and
Technology, Government of India. This would be a course
that would be taught in educational institutions and last for
five years. The programme plans to provide funding for
anywhere between fifteen and twenty new projects. The
chosen organisation would be eligible for a grant of up to Rs.
25 lakh, with an additional Rs. 10 lakh allocated to cover
ongoing costs.
12. DEDS (Dairy Entrepreneurship Development Scheme):
This is a programme developed by the Department of Animal
Husbandry, Fisheries, and Dairying to provide chances for
self-employment in the dairy industry. These opportunities
will include the enhancement of milk production,
transportation, acquisition, processing, and marketing through
the provision of back-end capital for bankable projects equal
to 25 percent of the total cost of the project for candidates in
the general category and 33.33% SC/ST farmers.
13. Prarambh: The purpose of the "Prarambh" Summit is to
provide a venue where young people and startup companies
from all over the world can collaborate on the generation of
new concepts, innovations, and inventions.
14. NIDHI: NIDHI stands for the National Initiative for
Developing and Harnessing Innovations. It is a
comprehensive strategy for new businesses that aims to more
than double the number of start-ups and incubators over the
course of the next five years.
15. Income-Tax Exemption for 3 Years: Startup companies that
were incorporated on or after April 1st, 2016, are eligible to
apply for an income tax exemption that will last for three
years. The recognised startups that have been awarded a
certificate from the Inter-Ministerial Board are exempt from
paying income tax for a period of three consecutive years out
of the first ten years after they have been incorporated.
CONCLUSION:
India has developed a thriving environment for new
businesses and aspiring entrepreneurs over the course of the past
11
several years. According to a research entitled Economic Survey

2021-22 that was made public earlier this year, the nation is
currently the location of the third-largest startup ecosystem in the
entire world. In India, there are currently over 60,000 active
startups, and the nation is home to more than 100 "unicorn"
companies. However, some of them possess the appropriate
resources to flourish inside the ecosystem and establish a significant
presence there. The government of India is committed to actively
supporting new businesses and aspiring entrepreneurs. As part of
this effort, the government has launched a number of programmes
and initiatives designed to educate, in addition to providing
financial support, technical support, subsidies, and other necessary
services to new businesses and aspiring entrepreneurs. The startup
industry has numerous difficulties ranging from finances to human
resources and from launch to tenaciously sustaining the expansion.
Due to the country's enormous population, there are several
prospects for businesses providing goods and services. In India, the
economy is currently in expansion mode. The liberal initiatives of
the Indian government, such as Make in India, Digital India,
MUDRA, etc., demonstrate the administration's zeal for accelerating
GDP growth at the local level. Government investing heavily in
fostering entrepreneurs could stop brain drain. To further the goal of
creating an Aatmanirbhar Bharat, the government has taken
measures to aid current startups and enterprises while
simultaneously inspiring and encouraging aspiring entrepreneurs,
students, and leaders across all fields to establish their own
companies. The goal is to provide the means for India's brightest
minds to pursue innovative concepts, put them into action, and build
those concepts into a profitable enterprise. India now has the third-
highest number of startups in the world thanks to their efforts,
proving that they were highly effective.
REFERENCES:
1. Aggarwal, Aakanksha,” Problems Faced by Startups in India
and Solutions”, Indian web 2, 2017.
2. Anand Paramjit. Opportunities for Startups in India, Acreaty
Management Consultant (P) Ltd, The Entrepreneur, 2016.
3. https://www.indianweb2.com/2017/03/10/problems-faced-
startups-india-solutions.
12
4. https://www.statista.com/statistics/1155602/india-start-up-
recognized-businesses/
5. https://yourstory.com/2022/05/government-schemes-indian-
startup-ecosystem-samridh-msmes
6. Institute for Business Value (IBV) Business line Bureau.
2018.
7. Mittal Ashish, “Indian Startups: Challenges and
Opportunities”, Economic Times, 24.11.14.
8. Nipun Mehrotra. Chief Digital Officer, IBM India/ South
Asia, 2018.
9. Pandita, Shivani, “10 financial problems faced by startups and
their possible remedies”,Knowstartup.com,2017.
10. Report of Economic Survey 2021-2022
11. www.theentrepreneur.com/article/270330. Accessed on
22.02.18.
13
CHAPTER 2
IMPACT OF COVID-19 ON THE FINANCIAL MARKETS:
EVIDENCE FROM INDIA AND USA
Gopika Juneja 2
INTRODUCTION
C
OVID-19 is a global pandemic which has given both health
shock as well as economic shock to the various countries in
the world. Since it is highly contagious, countries all over
the world have tried to use various measures to control it. These
measures involve social distancing, self-isolation, closing down of
institutions, restrictions on mobility, halt on public transport,
complete lockdown etc. which has serious repercussions on the
economy.
Our country witnessed the first case of this deadly disease on
30th January,2020 and since then the number of cases have been
rising.
The impact of COVID-19 pandemic is clearly evident in
different sectors of the economy but for any economy the stock
market plays an important role in indicating the growth of the
country and the stakeholder’s confidence. Although when we talk
about the impact of COVID-19 on the financial markets, in the short
run it may not be much in quantitative terms but in the long run, it
may affect the fundamentals of the market.
So, in this study we are trying to analyze if there has been any
impact of confirmed COVID-19 cases on the stock markets of India
and USA for a duration of the month of April,2020 and April,2021
that marks the onset of first and second wave of the pandemic in
India.
Impact of Covid-19 pandemic on world economies-

Many economies of the world have experienced shrinking
GDP because of this stock market performance has also been
hampered. There is a lot of volatility that the stock markets are
2 Assistant Professor, Institute of Commerce, Nirma University
14
experiencing because of the COVID-19 pandemic. Stock markets

financial performance gets impacted by the various economic
parameters, out of which one such factor is GDP, (Chaudhary,
2020). Apart from the confirmed COVID-19 cases, there can be
other multiple factors responsible for the declining stock prices.
Those factors can be related to the growth of the baking sector in the
respective countries, percentage of foreign investors etc.
(Takahashi, 2020).
The only focus in the economy right now is on the short-term
impacts like disturbance in logistics, trade, demand and supply. All
these factors somehow affect the stock market performance in the
economy. COVID-19 cases have a direct impact on the oil prices
and various other commodities like silver and platinum. The various
agents in the markets tend to shift their preferences towards safer
investment options like gold, (Hasan, 2020).
Asian countries have experienced adverse impact on the stock
market. One of the major mediators in this regard is the fear
sentiment among the investors. This pandemic not only leads to
health issues but financial as well. As the virus spreads at a rapid
rate, the government has to impose restrictions due to which
economic activities are at halt, (Liu, 2020)
In many countries’ lockdown was imposed because of which
there is restriction in mobility and businesses are shut down
temporarily. Even, when there is ease in restrictions, it would take
some time for things to be back on track , (Chen, 2020).COVID-19
has severe impact on the countries where population is high and
relatively the healthcare system is ill-equipped. It’s very difficult to
trade off between economic loss and number of COVID-19 cases in
such countries because if lockdown is imposed then the economic
activities are at halt, (Harjoto, June 2020)
Also, IT spending in the country has improved and
manufacturing has started picking up. The government is also
making sure that their spending has increased in the market, leading
to an injection in the market to improve the liquidity. The experts
are encouraging the investors to consider this as an appropriate time
for long term investments, (Acharya, 2020).Due to this there
becomes a need on part of the government because various policies
need to be amended be it fiscal or monetary. IMF has predicted at
the global level, that the impact of COVID-19 for the world
15
economies can even be worse than the great depression,

(Chaudhary, 2020).
When we talk about the stock market performance, there can
be various sectors involved, in which sectors such as pharmaceutical
are performing well. On the other hand, some sectors like tourism
and automobiles are worst hit, thus contributing further to the
volatility, (Chaudhary, 2020).
Also, the behavior pattern of consumers has changed.
Furthermore, investors also are willing to put money in socially
responsible companies considering uncertainties involved in the
business environment, (Chen, 2020).
It states the decline in Sensex is on a temporary basis. Thus, it
can act as an opportunity for the investors to enter in the market
especially for those who are willing to make long term investments,
(Ravi, 2021). After the second wave of COVID-19, the sentiments
of the investors have been hurt, (Matkar, 2021).Furthermore, with
the confirmed cases rising with passing time is not sending any
positive clue for the market recovery, (Zeren, 2020).As the world
economies are experiencing uncertain business environment. The
investors are also looking towards safer investment options like gold
markets instead of stock market.
Furthermore, with the increasing trend of online trading
cryptocurrency is gaining popularity. Its also the most sort financial
instrument to invest , (Baldwin, 1999). Government intervention has
a significant impact on the stock market returns because if the
governments impose restrictions to curb the COVID-19 pandemic
then the businesses are impacted, the entire economic cycle gets
disturbed. Therefore, leading to weakening of investor sentiments.
So, the government should try to take such measures, which
enhance investor confidence, (Yang, 2021).
These restrictions on businesses and mobility of people has
led to a major supply shock at the global level including both labor
as well as capital intensive sectors. Because of the liquidity crisis in
the market, bank authorities would have to follow liberal policy
towards the sectors that have been worst hit like travel and tourism,
hotel management, etc. So, if the government comes out with any
measures then both its psychological as well as economic
consequences must be considered prior hand, (Liu, 2020).
In US, the confirmed COVID -19 cases have impacted US
stock market but the intensity is less. If we compare to other
16
countries, the pattern may be different due to the fact that the firms
are of different sizes, and there are various regulations imposed on
the stock markets which might be different for different countries,
(Xu, 2020).
After the onset of COVID-19 pandemic markets are under
constant pressure and fluctuation because of uncertainty. The stock
market gets affected by the various sentiments inflected by this
pandemic on the investors, be it domestic or foreign, (Ravi, 2021).
COVID-19 pandemic has created an economic shock in which the
impact is far greater than financial crisis and more in intensity due
to uncertainty caused during the global crisis of 2008-2009.This is
also clearly evident by the fluctuations in stock market prices,
(Baker, 2020).
When we discuss about the impact of COVID-19 on stock
markets in different regions, it can be observed that the Asian
markets are somehow resilient but on the other hand if we talk
about, European and American markets then, it can be observed that
markets there have experienced negative impact because of the
rising Covid-19 cases, (Szczygielski, 2020).
The impact of the pandemic is far more intense then the
global depression of 2008.But the point is since there are a lot of
fluctuations now so we can expect better returns in the future. The
stock markets in the world are competent enough to overcome this
crisis in the short run and give better results later, (Kumar, 2020)
.The impact of COVID-19 pandemic on stock markets has been
severe and quite similar to the one experienced by the Global
Financial Crisis of 2008, (Baldwin, 1999).
The stock markets have started picking up in India but with
the onset of second wave in India, the stock prices started dipping.
However, the negative impact this year is not as severe as previous
year, (Acharya, 2020).
The countries around the world are working hard to make sure
that the negative repercussions of COVID-19 on the economy are
minimized. For this the governments need to assure that there is
better liquidity in the market. Changes need to be made in the fiscal,
monetary and trade policies of the country, (Baldwin, 1999).
Various experts at the global level are of the view that the
earnings and growth of the companies would be impacted by the
next financial year as well. But the prediction is that there could be
fast recovery as well .Also, it cannot be denied that there would be
17
negative impact on the performance of the earnings of the corporate

houses due to uncertainties arising in the business world because of
the second wave of the pandemic , (Matkar, 2021).
During this time period, investors are usually taking a longer
duration for decision making which is leading to a decrease in the
returns that the investors are going to get. So, it is really crucial for
the investors to make strategies and also the government should take
certain measures to ensure enough liquidity in the market.
Accordingly, he believes that COVID-19 pandemic cannot have a
negative correlation with stock returns as at this time investors need
extra returns as premium to compensate for the higher risk, (Zeren,
2020).
Although experts are of the view that the markets will surely
bounce back, and these repercussions are usually in the short
duration. Covid -19 has created a havoc and disrupted human life.
Once there was ease in lockdown restrictions the markets started
picking up, (Kumar, 2020).Other observations were that the ESG
funds are expected to do better in the long run than the non ESG
funds. Also, the number of foreign investors in a country is also
inversely related with the abnormal returns, (Takahashi, 2020) .
CONCLUSION:
The present study was conducted to find out the impact of
Covid-19 cases on the stock markets in India and USA during the
month of April,2020 and April,2021 i.e. the time period when India
was experiencing the onset of first as well as second wave of the
pandemic respectively. So, it is clearly evident from the results that
as cases of Covid rose in both the economies, the stock prices
started dipping. Also, as per the literature review it is quite evident
that the impact of covid on all the economies is not the same
because various underlying factors like the infrastructure, banking
and financial institutions of the country, number of foreign investors
etc have a significant role to play. Here there is no significant and
negative correlation between the confirmed Covid 19 cases and the
stock market prices in India and USA.
18
CHAPTER 3
FINANCIAL MANAGEMENT IN THE KAUTILYAN SATATE
Dr. Diptimayee Mishra 3
ABSTRACT
The social ideals of Vedic and epic India influenced Kautilyan
social life to a large degree. The Kauṭilīya Arthaśāstra admits that
the knowledge of the Vedas and Vedāṅgas contributes to the
dharma (duties/righteous conduct) of different castes (caturvarṇa)
and different stages of life (caturāśrama). It follows Brahminical
religion, imparts instructions, and prescribes duties to call castes and
stages of life. Such prescribed duties are known by the term
svadharma or the righteous conduct pertaining to different castes
and different stages of life. Four caste-divisions of the society were
known by the terms Brāhmaṇa, Kṣatriya, Vaiśya, and Śūdra. The
Brahmins adhered to the teaching and leaving and performed the
prescribed rituals, officiated at the performance of the rituals of
other castes, and participated in offering and accepting gifts. The
Kṣatriyas with study and prescribed rituals lived by the profession
of arms, and protected the border of the country along with the life
and property of the citizens. The vaiśyas with study and prescribed
rituals adopted agriculture, cattle rearing and trade. The śūdras
rendered service to the above four varṇas, continued other
economic activities, and accepted the profession of the artisans,
actors and singers. Svadharma was also prescribed for four stages of
life like brahmacarya (celibacy), gārhasthya (householder),
vānaprastha (forest recluse) and paribrājaka (wandering ascetic).
The brahmacārī (the celibate), with scriptural learning, practiced
rituals, remained devoted to the teacher, his son, his follow students
and lived on the alms. The gārhasthya pursued his own profession
for livelihood.
3Guest Lecture, Department of Sanskrit, Ramadevi Women’s University,

Bhubaneswar-751022, Odisha, India
19
Key Words: Vedāṅgas, caturāśrama, Svadharma, paribrājaka,

Brāhmaṇa, Kṣatriya, Vaiśya, Śūdra.
INTRODUCTION
ośa is the most important prakṛti as all state activities
K depend first on the treasury. Therefore, the king devotes his

best attention to it. Kauṭilya used the word treasury (kośa)
in a broad as well as in a narrow sense. The treasury of the king
should consist of gold, silver, precious gems and gold coins. The
wealth of the state is acquired lawfully either by inheritance or by
the king’s own efforts. It could withstand a calamity in which there
is no income or even for a long duration of time. These are the
excellences of a treasury. The Director of stores should build a
treasury, a ware-house, a magazine, a store for forest produce, an
armory and a prison-house. A four-cornered treasury-house should
be built having made free from water and dampness, the walls
should be paved on both sides and big slabs of stones be used for
the bottom. An underground cellar should be made with a frame-
work of strong timber level with ground having various
arrangements at three floors. The ground and upper floors having
well-made surfaces with a single door stair-case and a mechanism
should be provided. A stair-case should be made with a prohibition
to enter on two sides with an entrance-hall, built on bricks, and
surrounded by channels storing goods. He should cause a permanent
treasure-house to be laid by persons condemned to death, which
could serve as a provision against calamity on the border of the
country. The text notes that the power of the Government (daṇḍa)
comes from the wealth (kośa). The undertakings of the fort, the
treasury, the army, water-works and the occupations for livelihood
have their source in the country. Piśuna says that of calamities
befalling the fort and the treasury, are very serious. It is suggested
that the king should always keep the army and treasury under his
control because treasury is the most important factor for state
administration. The councilor had to take one of the precautions
when an old king was dying. He was to collect together the treasury
and the army under the charge of trusted people in one place
(Rangarajan, 223). A tax payer was not allowed to settle in a tax
exempt-village. It is suggested that the king should maintain
distinction between tax payers and tax-exempt persons as well as
tax-paying and tax-exempt villages. (KA, 3.10.11)
20
Methodology
In this research paper I have adopted research methods such
as:
• Investigation & discussion
• Textual analysis
• Textual interpretation
• Critical analysis of political literary theories.
Objectives of Research
In the previous research works of the scholars the ideas of
Financial Management and the ideals of democratic method of
administration are found to remain scattered. We get the ideas in
fragments which are also indistinct at certain points of attention for
good governance. Whether Kautilya devolves the economic strength
of the people? What was the role of Industry and how it develops
Livelihood? Whether Kautiliyan ideals of administration are
original or influenced by the previous social thinkers of India?
The chief superintendent of the treasury was not only in
charge of gold and precious objects but also of all types of produce.
The Arthaśāstra describes the method of constructing a treasury
building. The treasury can be raised by increasing agricultural
production, promoting trade, keeping strict control over government
employees. Avoidance of troubles and calamities, increasing cash
income and contributions are well-tried and successful policies. The
cause of reduction of wealth lies in the misuse of government
property and false accounting by government servants. The parks
and halls are meant for recreation. The fort, the country, mines,
irrigation works, forests herds and trade-routes are attended by the
administrators which are the main sources of revenue. The sources
of income are from custom duties, fines, standardization of weights
and measures, the city-superintendent, the mint master, the
superintendent of passports, spirituous liquors, animal slaughter,
yarn, oil, ghee, sugars, and the goldsmith. The market-
establishment, prostitutes, gambling, the temple-superintendent and
the collection from gates and outsiders also added to the revenue.
The country improves with agricultural produce, share-tribute, tax,
the trader, the river-guard, the ferry, ships, the port, pastures, road-
cess, land-survey and thief-catching. Besides that, the wealth of the
country constitutes gold, silver, diamonds, gems, pearls, corals,
conch-shells, metals, salt and ores derived from the earth, rocks and
21
liquids. Irrigation works constitute flower-gardens, fruit-orchards,

vegetable gardens, wet crop fields, and sowing of roots. The forest
constitutes deer-parks, forests for produce, and elephant forests. The
domestic animals are cows and buffaloes, goats and sheep, donkeys
and camels, horses and mules. The trading constituted at both land-
routes and the water-routes. All such constitute the corpus of
income. The heads of income constitutes price, share, surcharge,
monopoly tax, fixed tax, manufacturing charge and penalty. (KA,
Vol.II, 2.6.2-10)
The Director of Agriculture serves by bringing together
various kinds of agricultural produce. The revenue from the
countryside also constituted the one-sixth share of individual
income. The aggregate tax for the army, and various kinds of tax are
also described in the text. The collection of income comes under
various heads in the case of all commodities like price from the
mines, the share, the surcharge, the monopoly tax, penalty, duty,
compensation, fine, inspection fee and manufacturing charges. The
mines are the sources of the treasury. It is said that the earth is
obtained with the treasury as its ornament (KA, Vol.II, 2.12.35-37).
The text describes various kinds of taxes such as pratikāra,
parihāra, aakarada, ayudhiya and bali. The pratikāra includes
collection of taxes from grains, cattle, gold, forest produce and
vishti (labor). Parihāra and akarada are used to describe authorized
exemptions from payment of tax. By direct cultivation and by
leasing out land to tenants the state raises revenue. The various
kinds of grains grown on these lands (grains, beans, lentils, oilseeds,
sugarcane, textile fibers etc.) were accounted separately for
collection of the revenue. The director of agriculture personally
observed the amount of grains if increased or decreased when
pounded, rubbed, grounded or fried. (KA, Vol.II, 2.15.24)
Treasury Officials
There were two officials, the chief superintendent of the
treasury and the chief superintendent of the warehouses who
remained for in charge of all stores. The treasury situated in the
capital, was used to store precious metals, coins, jewelry and very
high valued articles. The director of stores prepared a ware-house
with pillars of baked bricks having many grounds and upper floors
with four halls and with a secret passage for escape through hollow
pillars. A store should be made in between many long halls and the
22
walls surrounded by rooms and an underground cellar should also

be made with a similar structure. (KA, Vol.II, 2.5.5)
The Chief Superintendent of the Treasury

The chief superintendent should be in charge of the treasury
for gems, jewelry and precious metals, the storehouses for products
of high value (sara), the warehouses for products of low value
(phalgu) and the warehouse for forest produce. He should be
conversant with the amount, price, characteristics, class and
appearance, their storing, manufacture of new ones and repair of old
ones, secret treatment, tools with their use according to place and
time and remedies against things destructive to them. He should
know how to store each item, any losses that may occur during
storage and the means of preventing deterioration during storage.
The chief superintendent should receive from the treasury or
appropriate storehouse precious articles, commodities of high value,
commodities of low value and forest produce. The panel of experts
in each field were there to assist him in evaluation. He keeps a
record of each item indicating class of item, form, description,
quality, amount, price and place of storage. The chief
superintendent was responsible for the repair and refurbishment of
stored articles. The detailed description of the qualities and sources
of the precious stones, diamonds, pearls, gems, like ruby and semi-
precious stones and coral, perfumery articles sandalwood, aloe,
incense, camphor and kaleyaka, manufactured jewelry, woolen cloth
and blankets, silk and silk type fabrics and cotton fabrics are given
in the Kautilyan text.
The Chief Superintendent of Ware-houses

The chief superintendent of ware-houses remains in charge of
granaries and warehouses for fats and oils, sugar and honey, salt,
vinegars, fruit juices, sour liquids, dried fish, dried meat and
vegetables, Also he keeps an account of all commodities received
into the warehouses. He is brought in by the chief superintendent of
crown lands (sītā). The chief superintendent should receive revenue
from the countryside. The taxes (piṇḍakāraḥ) paid in kind by
villages as a whole were saḍbhāga, the one sixth share from leased
lands, animal slaughter; senābhaktham-contributions from the
people for the maintenance of the army; bali-special agriculture tax;
kara the taxes paid by cash, utsanghaḥ presents from the people on
23
festive occasions, pārsvam surcharges, pārinīṇikam compensatory

payments, aupāyanikaṃ presents gifts to the king and kaushteyakaṃ
income from water reservoirs and parks. He received cash taxes,
repayment of borrowings including interests, exchange on a barter
basis. He kept half of the commodities in store for use in times of
calamities and used only the other half for current needs. He
replaced old stock with new. He observed the amount of increase or
decrease in the grains personally when pounded, rubbed, ground or
fried and when they are moistened, dried or cooked. He was
responsible for the profitable use of products such as oilcake and
bran for feeding bullocks, where one drone of māṣa or a pulāka of
barley was added. He managed to cause charcoal and husks for
plastering walls and running metal workshops and gave broken
grains to slaves and laborers. He was in charge of all implements
like standard weights and measures, grinding-stones, pestle and
mortar, wooden mortars for dehusking and hulling, cane-basket, box
and broom which were considered the implements. He remained in
charge of sweepers, watchmen, measure, supervisor of measuring,
supervisor of delivery, receiver of tallies, accountants and
miscellaneous slaves and laborers. (KA, Vol.II, 2.15.62-63).
Senāpati was the commander-in-chief of all armed forces.
Dauvārika and Antarvamśika were the chief of palace attendants
and the chief of the king’s guard respectively. They were not
directly connected with state administration. During king’s illness
they carried out his daily routine. The Purohita took care of the
conspiration against the king. The text advises the king to keep the
power of the treasury and the army in his own hands. The most
important administrative officers were Samāhartā and Sannidhātā.
The chief function of the Samāhahartrā was the preparation of
annual budget and the keeping of accounts. He attended the fort, the
country, mines, irrigation works, forests, herds and trade-routes as
the main sources of the revenue. The samāhartā appears to be the
finance minister. Who was in administrative charge of the entire
country side (janapada). Only the durga or the fortified capital was
excluded from his jurisdiction. He represented the king in the
country side during the latter’s absence from the kingdom during
expeditions. The Samāhartā had headquarters in the capital, called
the Samudayasthāna. (KA, Vol.II, 2.3.3)
The Samāhartā divided the country into four divisions and in
each division the officer in charge was called sthānika. The junior
24
officers were known as gopas, each in charge of five or ten villages.

The Samāhartā collected information about the towns and villages
and classified them as big, middling and small. He collected
information about their wealth in grains, cattle, money and so on
with the help of those officers. The gopa maintained a record of all
agricultural and other holdings in the villages and took a census of
every household, noted down the number of inhabitants with full
details about their professions, the property, their income,
expenditure and revenue received. This information was necessary
for the samāhartṛ for preparing his budget. It may be assumed that
the gopas would be forwarding their records to the samāhartṛ
through their respective sthānikas.
The men in secret service were expected to do something.
They reported to the samāhartṛ on new arrivals in towns and
villages and departures from them, on the activity of unsocial
elements, the movements of traders and the goods carried by them,
the loyalty or otherwise of the subjects, the integrity or its absence
among officers and on the activity of robbers and enemy-agents.
The samāhartṛ was responsible for maintaining the law and order in
the countryside. He received help from the pradeṣṭṛs, who were
stationed at the headquarters of the gopas and the sthānikas. They
had to check the progress of criminal activities. They investigated
thefts and robberies with the help of the gopas and the sthānikas.
The samāhartṛ functioned like the home minister in modern
democracy. He usually impressed people with regard to the efficient
administration. He was as good as a governor or administrator-
general in the countryside. (KA, Vol. III, 196)
The rāṣṭṛpāla was one of his subordinates like sthānika,
though his name does not appear in the chapter on salaries and
wages. There is a reference to grāmabhṛtaka; but it is not clear if
gopas are also to be understood by that term. This grāmika appears
to be a kind of village headman. A grāmika could banish a villager
and could fine twenty-four paṇas. This shows that he had the power
of banishing people. The grāmika could also require a tenant to
accompany him when he goes on some village work. That also
shows some executive power. Again a wife ill-treated by her
husband was allowed to seek shelter in the house of a grāmika. This
shows that he occupied a position of respect and status in the
village.
25
The samāhartṛ was an administrative officer in charge of the

stores. He could build the store-houses suited to different
commodities to be stored in them. Kosādhyakṣa was in the charge
of the koṣagṛha, where various kinds of gems and articles of high
value are to kept; paṇyādhakṣa was in the charge of the paṇyāgṛha,
where grains and other edible goods were stored; koṣṭhāgāra was
under koṣṭhagārādhyakṣa, where grains, sugar, salt, oils and other
edibles are to be stored; kupyagṛha was under kupyādhyakṣa, where
timber and other forest produce were stored; āyudhāgāra was the
armoury-house under āyudhāgārādhyakṣa; and bandhanāgāra, the
prison house was in the charge of the bandhanāgārādhyakṣa. The
saṁnidhātṛ was expected to be conversant with everything
connected with the stores. He had to keep the record of the amount
of things received at various stores from different sources, and about
the things delivered and available in the stores. (KA, Vol.III, 200)
The akṣapaṭala was the administrative officer in the charge of
a special building of his own with many other halls and record
rooms. He recorded the activity of the state departments, state
factories, conditions governing production, prices, samples and
standards of measuring instruments for various kinds of goods;
laws, transactions, customs, and regulations in force in different
regions, villages, castes families and corporations; salaries and other
perquisites of state servants. He recorded the payments made to and
amounts received from foreign princes, whether allies or foes.
Besides, he recorded the communications to the king and the royal
family. He regulated the workings of each of the state departments
with their undertakings. It is from this office that the officers
received assignments of specific undertakings with instructions
about carrying them out. Antapālas were the special officers who
were appointed to guard the frontier. Some kinds of forts were to be
erected on the frontiers at four directions and at these frontier posts
the antapālas were stationed. Thus they controlled the entry of men
and goods in the country. They issued pass books to incoming
traders, stamped their goods and after charging them a cess sent
them on to the capital in the centre of the country. It is said that
antapāls are likely to be more harmful to the state than the traders
because they might tend to encourage robbers and to make
excessive demands on traders. They could ensure the free flow of
trade. The appointment of antapāls was also very important for the
security of the country. (KA, Vol.III, 201-202)
26
There are five kinds of saṁsthās: the kāpatika, is an assistant,

who reports to the king or the minister regarding harmful situation,
if any; vdāsthita is a disguised monk in the intelligence network; the
gṛhapatikavyañjana, a farmer rehabilitated by the state; the
vaidehakauyañjana, a merchant similarly rehabilitated with a
number of intelligence agents under him; and the tāpasavyañjana, a
bogus ascetic, imposing on the gullible as a great seer and thus
becoming the centre of intelligence work. There are four types of
saṁcāra: the sattrin, who is apparently an orphan specially trained
by the state for this work also known as the secret agent par
excellence. The tīkṣṇa, the desperado or bravo, who is useful for
secretly liquidating enemies of the state and the rasada, the giver of
poison were administering upāṁśudaṇḍa (secret punishment) or
tūṣṇīṁdaṇḍa (silent punishment). The bhikṣukī or parivrājikā is a
Brahmin nun who does the work of spying in the houses of high
officers where she finds easy access because of the honour shown to
her in the palace. Heretical nuns could also be similarly employed.
The saṁsthās work under the samāhartṛ. Who uses the
gṛhapatikavyañjana and others to check the information collected
by the gopas. He also uses them to find out, who among the subjects
and state servants are loyal. That intelligence agent who works in
foreign countries as well as in the state is called ubhayavetana (in
the pay of both). He is in the secret service of one state with the
ruler or some high officer in a foreign state. He could pass on
valuable information secretly to his native state or could render
useful service to it in some other way. A highly organised
intelligence service is always needed for administration. It cannot be
denied that its recommendations regarding the use of the tīkṣṇa and
the rasada for what is called silent punishment cannot be justified
on ethical grounds. It may be that they were engaged to save the
state from trouble and expenditure by eliminating the threat to the
rule without hue and cry. Secret ways were used only against the
unrighteous and was never a general practice. (KA, Vol.III, 206-207)
The text gives us the idea that the king’s role on earth is
similar to that of the gods. The king is able to grant favours like
Indra and to inflict punishment like Yama. Anyone disrespecting the
king gets divine punishment as the duty of the ruler is to protect the
subjects (KA, Vol.II, 1.13.7). The book describes the duties and the
qualities of the ruler because the king is the backbone of the state. It
remarkably displays the awareness of the necessity of moral values
27
in political life. Modern social life and politics are polluted by

increasing immoral elements which may be improved with such
ancient teachings.
CONCLUSION
Kauṭilya also classified seven heads of state income such as
city, country, mines, irrigation works, forests, cattle-herds and trade-
routes (KA, Vol.II 2.6.1-8). Āyaśarīra (the body of income) was re-
classified under seven heads. These are: (1) Mūlya the price of
which was realized by the sale of state goods, (2) Bhāga share of
goods produced by the subjects, (3) Vyājī was a tax imposed on all
sales, (4) Parigha was a kind of protective duty for safe-guarding
state goods, (5) Klpta was a fixed levy apparently the one charged at
ports on river-banks, (6) Rūpika was a surcharge on manufactures,
(7) Atyaya was known as penalties (KA, Vol.II,2.2.6-10). According
to Kautilya three principal vocations provided men with the means
of livelihood such as kṛsi (agriculture), pāśupālya (cattle-tending)
and vāṇijya (trade) which were also known by the term vṛtti. The
state receives grains, cattle, money and various kinds of products
from vārtā which sustains the treasury and the army. Also people
earned their livelihood from arts, and crafts etc which were not
included in the vārttā.
REFERENCES
1. Kangle, R.P. The Kauṭilīya Arthaśāstra, Part-I, Sanskrit Text
with a Glossary, Bomby: Motilal Banarasi Dass, 2003.
2. Kangle, R.P. The Kauṭilīya Arthaśāstra, Part-II, an English tr.
with critical and explanatory notes, Bomby: Motilal Banarasi
Dass, 2003.
3. Kangle, R. P., The Kauṭilīya Arthaśāstra, Part-III, A study,
Bomby: Motilal Banarasi Dass, 2003.
4. Rangarajan, L.N., Kautilya: The Arthasastra, India: Penguin
classics, 1992.
28
CHAPTER 4
INFLUENCE OF DIGITAL MEDIA AS A MARKETING TOOL
Dr. Bijaya Thakur 4
W e live in a world that is always advancing and adapting to

new challenges. The progression of technology plays a
significant role in the ever-shifting environment we live
in. The vast majority of individuals are connected to digital
technology in some capacity or another. People may easily spend
hours at a time on their mobile devices, including their phones,
laptops, and tablets. This enables a wide variety of opportunities,
particularly for enterprises, to benefit financially from a move to a
digital format. Because of this, it should come as no surprise that
marketing strategies, which formerly consisted on advertising in
newspapers and on television, have radically shifted to include
internet and digital media. Participation in digital media tools such
as Twitter, Facebook, YouTube, Whatsapp, and LinkedIn is
becoming increasingly common among companies of varying sizes
and industries as companies seek both to expand their existing
customer bases and to attract new ones. When beginning a new
business, one's primary concerns should centre on the development
of a product or service offering, the acquisition of initial clients, the
formation of strategic alliances that will facilitate rapid expansion,
and the verification that sufficient funds are available to maintain
the company. The subject at hand is whether or not one's use of
digital media may play a part in assisting them with the launch of
their business.
No business, no matter how big or small, should ever neglect
its digital marketing efforts. Nobody today launches a company
without first developing an all-encompassing digital marketing plan.
The marketing method most commonly utilized in today's
technologically advanced environment is known as digital
marketing. Start-ups may benefit greatly from digital marketing
4Associate Professor, Department of Commerce, Delhi College of Arts &

Commerce, University of Delhi
29
since it allows them to tailor their efforts to the preferences of their

target demographic while also guaranteeing that they are in line
with the increasingly nuanced expectations of their customers.
Startups now need innovative brand marketing techniques rather
than traditional ones to establish a name for them in the
marketplace, making corporate identity development a critical
strategic need. Over the course of the previous two decades, the
importance of new enterprises has expanded globally as it has been
evident that they are essential to the development of current ones. It
has been argued that new businesses put more stock in online
advertising than in more traditional forms of promotion. This is
because digital marketing helps new businesses find and attract
clients, and provides a more personalized experience for existing
clientele. Digital marketing aims to do more than just spread the
word about a company's offerings by introducing people to other
channels via which they might buy its wares. Customer
relationships and the ability to anticipate and meet consumers' ever-
evolving expectations might benefit from its use. Therefore, it is
incumbent upon new enterprises to make use of digital platforms
that facilitate more exposure to customers and more productive
interactions with suppliers. In addition, the goals of digital
marketing strategies are to increase the visibility of products, the
trustworthiness of brands, and the loyalty of customers. All of these
things are crucial to the launch of new companies. Establishing a
digital alliance with customers helps boost engagement, brand
recognition, and value generation for the company. Due to the
convenience and accessibility of online advertising, it is likely that
customers' relationships with new businesses will be strengthened
through digital marketing.
Concept of Digital Media:

In today's culture, when nearly everything is going digital and
where people spend the vast majority of their time on internet. The
importance of digital media is expanding rapidly nowadays. You
probably spend a large chunk of each day interacting with some
form of digital media. Digital media includes any information that is
broadcast to us on a screen. Websites, apps, software bundles, video
games, and other sources may contain this data.
Digital media refers to any form of material that can be
processed, analyzed, stored, and transferred by electronic digital
30
machinery or devices. Digital media can also be distributed

electronically. The term "digital media" refers to a specific category
of media that encompasses content and promotions that are
distributed via digital platforms such as electronic media,
computers, mobile phones, websites, Emails, SMS, podcasts, apps,
and so on. Digital media is used for a wide variety of reasons,
including as a source of information, for entertainment, for gaming,
and for other commercial objectives. From a commercial point of
view, it offers a platform that is quite beneficial. The vast majority
of clients are now heavily engaged with the use of digital media.
This figure is quite high in certain industry sectors; hence, from a
commercial point of view, having a grasp of and making more use
digital media has become increasingly vital.
Digital media is comparable to conventional media in terms of
its capacity to share content and value to an audience or potential
customers. However, digital media is distinct from traditional media
in that it is entirely digital in nature, the effectiveness of digital
media can be easily measured, and digital media is interactive in
nature and shareable. In addition to its marketing functions, digital
media is now itself a viable sales channel. Buyers are bypassing
traditional distribution channels in favour of online marketplaces.
Concept of Digital Marketing:

"Digital marketing" refers to marketing that uses electronic
devices to offer promotional content and assess its influence on the
client experience. Digital marketing refers to marketing campaigns
undertaken on mobiles, computers, and other electronic devices.
Paid social ads, social media posts, online videos, audios, display
ads, and search engine marketing are examples. Digital marketing is
a promotional effort that uses digital media. Customers increasingly
use digital media to study products. HubSpot says 77% of customers
investigate a business online before contacting it. 51% of buyers
research things on Google before buying. Digital marketing began
as customers turned to search engines and social media for
information and interaction. Since then, digital marketing's scope
and importance have grown. Businesses are transferring their
branding efforts to digital platforms since that's where their target
consumers are. Digital marketing boosts organizations’ search
ability, leads, and income. Digital marketing's firm development led
to more money for digital marketers, which led to more digital
31
marketing jobs. Digital marketing's potential uses are growing

exponentially.
Channels of Digital Marketing:

In the business world for digital media, there are many
different marketing tactics. Businesses, both new and established,
have the ability to select the most effective tactic for their company
by taking into account the nature of their enterprise and the goals it
seeks to achieve. Customers may be reached through a variety of
channels thanks to digital marketing, which can be used to entice
customers into buying a product, raise people' knowledge of your
brand, or just encourage customers to connect with your brand.
Channels that are part of the modern digital marketing tools include
the following:
1. Social Media Marketing (SMM): The term "social

media marketing" (SMM) refers to a subset of internet marketing
that makes use of the applications that are available on social media
platforms. Social media marketing technologies may help you
improve your social media campaign, increase interaction, and build
your business. Almost everyone appears to be on social media all
the time, from Facebook to Instagram. The surge of users on social
media platforms provides you with an opportunity to display your
business to thousands. However, in order to be seen and heard on
social media, you must first establish an online presence. When
used in tandem, social marketing technologies enable you to
distribute new material with the correct audience at the right
moment. Finally, these technologies make it easy to connect with
those who are most inclined to stay with a company.
Pros: It is imperative that you use your social channels in an

appropriate and efficient manner; the more your viewing public is
32
motivated to interact with your content, the greater the likelihood

that they will share it with their friends, potentially motivating those
friends' friends towards becoming customers as well.
Cons: It is important to change the material you share on
different platforms since something that is successful on Facebook
might not be quite as beneficial on Twitter, which is focused more
on visuals. When a company uses social media, one of the most
common errors they may make is failing to publish on a regular
basis or getting the tone of their postings absolutely incorrect.
Remember to be aware of your audience and to cater to their needs.
2. Content Marketing: A marketing approach known

as "content marketing" is one that involves the production and
distribution of relevant articles, films, podcasts, and other forms of
media in order to attract, inspire, and keep an audience. This
strategy is effective in establishing expertise, promoting brand
recognition, and keeping your company in the forefront of
customers' minds when it comes to making purchases of the
products or services you offer.
Pros: It is certainly worth the additional work to create

content marketing, whether that is blog posts, educational guides,
presentations, or any other kind of material. Content marketing
generates three times as many leads as paid search advertising;
therefore it is clear that content marketing is more effective.
Cons: Finding the resource, developing something that sets

your company apart from others in the industry, and keeping up the
momentum are all issues that many different kinds of organizations
face.
3. Web Marketing: The method of marketing your

company through the use of the Internet is referred to as "web
marketing." The usage of social media, blogging, search engines,
videos, and email are all components of this strategy. Getting the
word out about a company requires work. It may be accomplished
in a number of different ways. Traditional forms of advertising,
such as those published in newspapers, broadcast on radio and
television, sent by direct mail, and shown on billboards, have been
33
used for decades. Your message is then distributed over the internet
in its entirety.
Pros: You can attain your customers on their mobile devices

through a variety of channels, including Google, Chrome, and in-
app marketing; however, in addition to these options, you also need
to take into consideration the synchronization of your marketing
initiatives across all of your other digital marketing techniques.
Cons: Be aware of how you manage the information you

collect about your consumers, since privacy and security are still
key concerns in today's world.
4. SEO (Search Engine Optimization) Marketing:

The process of enhancing a website in such a way as to raise its
profile in the results returned by a search engine is known as search
engine optimization (SEO). The greater a website's exposure on
search engines, the greater the likelihood that a brand can
successfully acquire new customers. It is a collection of strategies
that guarantees that content and web pages are accessible to a
particular audience that a marketer desires to target. SEO was
developed by Google in the 1990s. To put it another way, it is what
assists match the specific web page you have with the search term
entered by your target demographic. The purpose of SEO is to
attract the appropriate audiences to the appropriate pieces of content
at all times. A professional in SEO helps generate traffic from more
organic sources, such as search engines, by doing focused
optimization, technical tune-ups, and ongoing modifications to these
things.
Pros: SEO boosts organic site traffic and search ranks. SEO
may enhance exposure and start a lasting consumer engagement by
utilizing keywords and phrases. SEO increases a website's search
engine rating and organic traffic by utilizing common keywords and
phrases. Accessibility will be the first step to a sustainable consumer
relationship; hence SEO is crucial in digital marketing.
Cons: Your website may not alter much after using SEO, so
be patient. Google algorithm adjustments might influence your
rankings, requiring a strategy modification.
34
5. PPC Marketing (Pay Per Click): The term "pay-

per-click" (PPC) refers to a method of internet advertising in which
advertisers are made to pay a fee every time one of their
advertisements is selected by a user. To put it simply, it's a method
of purchasing visitors to your website, as opposed to making an
effort to "earn" such visits in an organic manner. It is a style of
advertising that is frequently used in online campaigns, and it helps
to attract visitors to a website. It is a very effective method since the
advertiser will only pay the publisher when a user clicks on the
advertisement. Because of this, advertisers are discouraged from
allocating their money to efforts that do not lend themselves well to
quantitative evaluation.
Pros: Your advertising is seen to people who are actively

looking for the goods and services you offer. The adverts depend on
information acquired from users' online activities to improve
website traffic by targeting certain audiences with highly targeted
content. Retargeting is a part of these types of advertisements, and it
allows marketing automation technologies to create tailored cross-
platform adverts for individual customers.
Cons: Both time and money are significant drawbacks of

PPC. It's up to you how much money you spend, but keep in mind
that it may mount up fast. Time is another resource that must be
invested in campaigns since they must be constantly checked and
tweaked for maximum effectiveness.
In order for marketers to fully take advantage of digital

marketing, they need to delve deeply into the complex and
multifaceted world of cross-channel marketing in order to find
marketing tactics that have an influence through engagement
marketing. The process of developing meaningful relationships with
prospective and existing clients via the use of data gathered over the
course of an extended period of time is referred to as engagement
marketing. You can increase brand awareness, establish yourself as
a thought leader, and put your company at the forefront of the
customer's mind when they are ready to make a purchase if you
engage customers in a digital landscape.
35
Influence of Digital Media as a Marketing Tool in a business:

Because there are more and more people using the internet,
digital media marketing has become an essential component of
marketing in order to develop new company growth and to create a
purpose for a brand. This is because the target customer of this
business area is rather big. There is a pool of prospective clients that
can be located online, and they make up a considerably larger
population than the kind of clientele that you are likely to be able to
bring in. There has been a speedy and significant shift in marketing
approach. Numerous companies recognize that investing in internet
marketing paves the door for better interaction and communication
with clients, which in turn contributes to the expansion of those
companies' respective markets. When compared to conventional
marketing, the level of competition in this industry is lower due to
the fact that everyone has their own method of selling their items on
the internet. These days, marketing via digital media plays an
extremely important part in the overall marketing landscape. It helps
to develop a new channel for reaching customers, as well as
ensuring their satisfaction with the products they purchase and
offering them services in real time. Customers have more access to
the digital media marketing platform compared to the traditional
marketing platform. The following is a list of the benefits that
businesses receive from utilizing digital media marketing:
a) Marketing operations can now benefit from lower expenses

and greater flexibility.
b) Access to customers who rely solely on their mobile devices
or who do all of their shopping on the internet
c) Increases the Awareness of the Brand of products and
services.
d) Digital information is easier to obtain and use, especially
remotely.
e) Possibilities for incorporating a diverse range of forms of
media into your marketing.
f) Companies reach their goals faster when tasks are completed
swiftly and efficiently.
g) The capability of monitoring the purchasing processes of
individual consumers.
h) Opportunities to interact with influential people, gain their
respect, and convince them to advocate for your business.
36
i) The capacity to communicate knowledgeably on subjects that

are relevant to either your product or business.
Process of Implementation of digital media marketing

campaign:
To get started with the implementation of your digital
marketing campaign, you should first identify your target audience
and your goals. After that, you should set key performance
indicators in place to make sure that you are continuously becoming
better. Beginning a campaign of digital marketing from scratch may
be a challenging endeavor for many beginning digital marketers and
small organizations. Nevertheless, by using the methods that are
outlined below as a starting point, you will be able to develop an
efficient digital marketing plan that will boost brand exposure as
well as engagement and sales.
1. Set objectives: It is essential for every marketing plan to
set goals that are smart, which stands for specified, measurable,
attainable, relevant, and timely. Even though you could have a long
list of objectives that you want to accomplish, you should aim to
zero down on the goals that will move your strategy ahead rather
than those that will cause it to get stalled.
2. Identify and categorize your audiences / customers:
Customers in today's market have come to anticipate a personalized
experience at each and every touch point. In order to accomplish
this, you will need to be familiar with the demographic and
technological characteristics of your target audience, as well as their
concerns and queries.
3. Determine your objectives and select a method of
evaluation: You may develop your goals and a measurement plan
by using the knowledge about your audience to create personas and
to gain a clear image of the sales journey that your audience takes.
4. Establish a spending plan: Having a budget helps to
guarantee that your money is being spent productively toward the
achievement of your goals, rather than being wasted on digital
marketing techniques that might not produce the outcomes that are
wanted. When developing a budget, it is important to take into
consideration both your Specific goal and the digital medium that
you want to employ.
5. Establish your channels and ad technology: It may take
some time to figure out how to navigate ad technology; therefore,
37
before you begin, you should make sure that you have all of the
necessary components in place. Line up your team, communicate
everyone's goals, and demonstrate how their networks fit into the
overall perspective of digital media marketing.
6. Begin the launch and begin improving: Acquisition,
nurturing, and building customer loyalty can all be accomplished
through the use of digital marketing, in addition to brand building.
Regularly reviewing your metrics will help you determine the areas
in which you are succeeding and the areas in which you need to
improve in addition to the skills in this high-impact and high-
demand field.
You might as well be shooting in the dark if you don't have a
digital marketing plan. Companies operating in the modern era
require a digital marketing plan to point them in the right way.
Establishing crystal-clear marketing objectives is the first step to
take. These include a greater knowledge of the brand, an increase in
visits to the website, and an aggregate rise in conversions, all of
which pave the way for improved consumer loyalty. The marketing
of digital media is becoming much more significant in this day and
age. In contrast to traditional marketing, it helps focus on specific
audiences while having a worldwide reach, and it brings in a lot of
cash for very little cost. It is guided by conversion, and easy
monitoring is available for it. Damage management may also be
accomplished with relative ease via digital marketing. By using one
of the many types of digital media that are now available,
companies can get in touch with people who might become their
customers over the internet in a very effective way. Because of how
carefully the activities are spread out, positive results are always
achieved, and the company can be found on a wide range of
channels with the least amount of work and the most impact. The
utilization of digital media marketing as a component of an
organization's comprehensive marketing plan needs to be one of the
primary goals of that strategy in order for it to be considered
successful. There has never been a technique to keep in contact with
your consumers on such a consistent basis, and there is nothing else
that delivers the type of personalization that digital data has the
ability to bring. The more you are willing to think about the options
that digital marketing gives you, the more likely it is that you will
be able to use the business growth opportunities that are available to
you.
38
REFERENCES:
1. Bija, M., & Balas, R. (2014). Social media marketing to
increase brand awareness. Journal of Economics and Business
Research, 20(2), pp. 155-164.
2. https://www.timesofindia.com
3. Power, D. J., & Phillips-Wren, G. (2011). Impact of social
media and Web 2.0 on decision-making. Journal of decision
systems, 20(3), 249-261
4. www.economictimes.com.
5. Yasmin. A, Tasneem. S and Fatema. K, 2015. "Effectiveness
of Digital Marketing in the Challenging Age: An Empirical
Study," International Journal of Management Science and
Business Administration, Inovatus Services Ltd., vol. 1(5),
pages 69-80, April.
6. Chaffey, D. Smart Insights (2020), https://www.smartinsight
s.com/digital-marketing-strategy/digital-strategydevelopment
/10-reasons-for-digital-marketing-strategy/
39
CHAPTER 5
A STUDY ON GREEN ENTREPRENEURSHIP AS AN
ATTAINMENT TOWARDS SUSTAINABLE GROWTH AND
DEVELOPMENT
Ms. Chesta Jindal 5, Dr. Jitin Gambhir 6, Major Nupur Gupta7
ABSTRACT
Green entrepreneurship is a new idea that spotlights on tackling
natural issues using pioneering thoughts or tracking down creative
ways of putting up existing answers for sale to the public through
green items, green cycles or green business thoughts. Directly
following expanding interest in the improvement of the 'green'
economy, green business has turned into a unique field of
exploration over the most recent couple of many years. This paper
starts with the investigation of development of green business
visionaries and afterward features the job of enterprising schooling
in advancing green business venture and job of green business in
supporting future development and making a green economy. It
further examines inspirational elements for green business venture.
Due to the limited availability of natural resources and their over-
exploitation, a concern has been raised towards ensuring sustainable
growth for long term and green entrepreneurs have been seen as a
viable solution towards awakening of responsibility towards
environmental protection.
Key Words: Green entrepreneurship, Sustainable growth, Green

innovations, Ecopreneurs, Green economy.
INTRODUCTION
T he need for pro-environmental behaviour in the business

ventures has extensively increased to deal with crucial
environmental issues such as global climate change and
5 Asst Prof, IMS Noida, Mobile- 9315882953, [email protected]

6 HOD, IMS Noida, Major Nupur Gupta, Dean Academics, IMS Noida
7 Dean Academics, IMS Noida
40
ecosystem degradation.
Entrepreneurship is being acknowledged as a panacea for
various environmental and social concerns. (Hall, Daneke and
Lenox, 2010). Entrepreneurs are change agents who transform old
ways of doing things by bringing change in business activities.
(Schumpeter,1934).
Although large research has been done on the concept of
entrepreneurship, green entrepreneurship is relatively a new
phenomenon. When enterprises aim at developing business
solutions in a manner that they ensure sustainability, it could
generate truly fascinating results. (Michael Schaper, 2005).
Green businesses are not confined to new businesses. Even
existing companies can go green by implementing greener and
environmentally friendly features in their products and services.
Recent research confirms the life span of green ventures are
longer when compared to their traditional counterparts. (Serio et al.,
2020).
This paper is an attempt to understand the role of education in
promoting green entrepreneurship and the role of green
entrepreneurs in ensuring a sustainable future.
LITERATURE REVIEW
The concept of green entrepreneurship developed in the late
1990s when authors mentioned terms like ‘ecopreneurs’, ‘green
entrepreneurs’, ‘environmental entrepreneurs’ in their studies.
(Bennett, 1991; Blue, 1990; Berle, 1991). Green Entrepreneurship is
a modern concept in which business meet their needs of profitability
and development while taking environmental dimensions into
consideration. While analysing the environment and
entrepreneurship, researchers have used various terms in their works
such as green entrepreneurship, environmental entrepreneurship and
ecopreneurship. (Berle, 1991; Keogh and Polonsky, 1998; Schaper,
2002). These terms may be used interchangeably as they convey the
same concept. (Schaper 2005).
Green entrepreneurship should not be understood as a
separate field of research. It should be regarded as part of the larger
domain of commercial entrepreneurship. (Thompson, Kiefer and
York ,2011). T. Gevrenova (2015) defined green entrepreneurship
as a business activity which is profit oriented like any other business
which might solve environmental issues while carrying its
41
operations. When compared with commercial enterprises, green

enterprises require more support from government in terms of ease
of starting ventures, financial incentives and knowledge
enhancement. (Tien, N.H 2020).
The barriers to green entrepreneurship includes lack of
awareness among people about rising environmental issues, slowly
changing behaviour of consumers towards environmental problems,
difficulty faced by green entrepreneurs for raising funds as investors
generally define success of an enterprise in terms of financial
returns but green entrepreneurs apply multifaceted criteria for
success. (Linnenen,2002). As concluded in the studies conducted by
Mahalia (2012), the two crucial barriers faced by nascent green
entrepreneurs are- Insufficient demand from customers and lack of
public support in terms of tax incentives, financial subsidies. When
classified on the basis of geographical location, rural areas faces
barriers such as lack of willingness to innovate, technological
constraints, excessive financial risk, lack of knowledge and limited
government support while urban areas faces obstacles such as
competition, lack of awareness about environment and limited
support of consumers. (International Journal of Scientific Research,
2014).
Entrepreneurship education with particular focus on
renewable energy, sustainability and energy conservation can help
in overcoming the barriers of green entrepreneurship and encourage
entrepreneurial behaviour. Entrepreneurial action can help in
protecting ecosystem, reducing the effect of climate change,
improving agricultural activities and maintaining biodiversity.
(Shepherd and Pratzelt, 2011). Therefore, entrepreneurship
education enables green entrepreneurs to exploit their innovative
potential and helps in improving performances of small firms in
terms of their impact on environment. (Cohen and Winn, 2007).
Also, entrepreneurial education motivates students to make
business processes better within their own enterprises by inculcating
a greater sense of environmental awareness among them. (Van
Berkel, 2000). Therefore, new courses must be developed by
academics and trainers which should include developing abilities
among students required for new environmental technologies and
then the impact of such courses on environmental performance of
students must be evaluated. (Schaper, 2002).
42
Objectives:
✓ To highlight the role of green entrepreneurship in sustaining
future growth and creating a green economy
✓ To critically examine motivational factors for green
entrepreneurship
✓ To evaluate the role of education and awareness towards
environment for encouraging green entrepreneurship
Research Methodology:
The study being exploratory in nature subsumes aspects of
both original work and literature review.
Primary data has been collected from student respondents,
who are in the final year of their graduation and post-graduation
studies in commerce and/or management.
A sample size of 121 students has been taken through random
sampling and analyzed for the information regarding awareness for
the environment and their preference towards entrepreneurship or
corporate placements.
Secondary data has been collected and used from different
papers published in different journals.
A survey among Students and Professionals

Salaried
Demographics Students Others Total
Professionals
Number of
74 18 29 121
people surveyed
Response Yes No Yes No Yes No Yes No
Entrepreneurial 97 24
60 14 13 5 24 5
Education (80.17%) (19.83%)
Effectiveness of 86 35
53 21 11 7 22 7
Education (71.07%) (28.93%)
Entrepreneurship 89 32
57 17 11 7 21 8
as Career Option (73.55%) (26.45%)
43
SURVEY FOR ENTREPRENEURSHIP

Entrepreneurial Education Effectiveness of Education
Entrepreneurship as Career Option
57 17 11 7 21 8
53 21 11 7 22 7
60 14 13 5 24 5
Yes No Yes No Yes No
74 18 29
Students Salaried Others
Professionals
The above table shows a survey about Entrepreneurial

education being provided, and its effectiveness among students and
other professionals along with the number of people end up opting
entrepreneurship as a career option.
The survey was conducted among 121 people amongst which
74 were graduation and/or post-graduation students while 18 were
salaried professionals and 29 were among other business people
who participated in the survey.
Around 80% of the participants says that they received
entrepreneurial education at their college level, while only 71% of
them found that education effective, but 73% of them consider
Entrepreneurship as a career option which further states that there
are other factors as well that contribute to participant’s
consideration for entrepreneurship as a career option.
When asked about imparting education can help promote
green business ideas or not, their responses were as follows: -
Demographics Students Salaried Others Total

Professionals
Number of 74 18 29 121
people
surveyed
Response Number %age Yes %age Yes %age Yes %age
Agree 59 79.73% 13 72.22% 23 79.31% 95 78.51%
Neutral 12 16.22% 4 22.22% 5 17.24% 21 17.36%
Disagree 3 4.05% 1 5.56% 1 3.45% 5 4.13%
44
Education & Green Business

70
60
59
50
40
30
20
23
10
12 3 13 4 1 5 1
0
Students Salaried Professionals Others
Agree Neutral Disagree
Around 80% of students agreed that imparting education can

help raising people’s concern for environment and promote green
businesses while rest of them either were neutral or disagreed.
Among salaried professionals, roughly 72% of them agreed that
imparting education & awareness about environmental issues and
green business can help promote green businesses while 28% of
them were either neutral or disagreed. Among other business people
roughly 80% agreed and 20% of them disagreed about role of
education in people’s concern for environment.
On an overall basis 78% of participants believe that imparting
education and awareness about environmental issues can help
promoting green business and induce people to participate in green
initiatives while 22% of them were of opinion that education have
minimal to no role in people’s concern for environment and
considering green products as a viable option.
When asked about the factors that would motivate them to

start a green business, their responses were as follows:
45
31.4049 33.0578
20.6611
Percentage
14.876
Motivational factors
According to the survey, tax concessions for going green and

support from socio-ecological organisation act as major motivators
for going green. On the other hand, easy financing for green firms
and conducive government policies are the other factors that
motivate respondents to start a green business.
Another Survey was conducted among people who opted
Entrepreneurship as a career option. 89 out of 121 participants
considered entrepreneurship as a career option, amongst those 57
were students only considering entrepreneurship as their long term
career option, while 11 were salaried professionals who were
considering to be entrepreneurship as career in near future (6 of
them were working on their business ideas while rest of them were
seeking investments for their business ideas) and 21 were among
other business people participants. They were asked, if they would
consider adding a green product in their portfolio and/or if they
would completely switch to green ways of doing business and what
would induce them to do so?
24% of them (majorly students) stated that green business
being in trend or more admired would induce them to be green
entrepreneurs or consider green business ideas, while 57% of them
quoted easy financing and supportive government policies would
induce them to be add green products to their portfolio or to go
46
completely green in their business operations while the rest 19% of

them stated other reasons like scope for innovation and growth in
green business and need for green businesses in near future would
induce them to go green.
When asked what problems they might face while going green
or starting a green enterprise, certain problems were highlighted the
most like; Creation of marketing for green products is challenging,
Investors search for more promising ventures in medium term while
green enterprise may or may not be beneficial in long run, and it is
difficult to derive competitive advantage from green business and
some of them believe that green products are preferred least among
consumers. Some of them believe that green products are relatively
expensive, which makes it less preferable enterprise.
CONCLUSION:
The study highlights a potential scope of green
entrepreneurship in terms of environmental issues to be addressed,
revenue generation and employment generation. Despite such
potential and concerns for the environment, green entrepreneurship
cannot be mandated. Green entrepreneurship is being promoted and
its emerging steadily, its effect could be seen in the near future if
provided with the needed support for its sustenance. Green
entrepreneurs work towards deployment of resources in a manner
that maximises eco-friendly output. The results from this study
suggest that entrepreneurial education plays a vital role in
consideration of entrepreneurship as a career option. Further the
results suggest that imparting education and awareness about
environmental issues can help promoting green business and
inducing people to participate in green initiatives. Hence, it is
crucial to educate students and train students how going green while
conducting business activities can mitigate environmental concerns.
The study reveals that tax concessions for going green, support from
socio-ecological organisation and easy financing can act as major
motivators for opting green entrepreneurship. From the study it is
observed that respondent see green entrepreneurship as an
opportunity to achieve organisational goals while taking
environmental issues into consideration. However, the study suffers
from a limitation of small sample size. The views of respondent
might not necessarily reflect the views of broader population. But
47
the results are intriguing avenues for further research in the field of
green entrepreneurship.
BIBLIOGRAPHY:
1. Mahalia von Wallenberg Pachaly,( 2012). Barriers and
Triggers to Green Entrepreneurship.
2. Linnanen, L. (2002). An insider's experiences with
environmental entrepreneurship. Greener Management
International
3. Schaltegger, S., & Wagner, M. (2011). Sustainable
entrepreneurship and sustainability innovation: categories and
interactions. Business Strategy and the Environment
4. Schaper, M. (2002). The essence of eco-entrepreneurship.
Greener Management International
5. Schaper, M. (2005). Understanding the Green Entrepreneur.
In M. Shaper, (Eds.) et al., Making Ecopreneurs: developing
sustainable entrepreneurship
6. Cohen, B., & Winn, M. I. (2007). Market Imperfections,
Opportunity and Sustainable Entrepreneurship. Journal of
Business Venturing
7. Haal, J., Deneke, G., & Lennox, M. (2010). Sustainable
development and entrepreneurship: Past contributions and
future directions. Journal of Business Venturing.
8. Berle, G. (1991). The Green Entrepreneur: Business
Opportunities that Can Save the Earth and Make You Money.
Blue Ridge Summit
9. Keogh, P. D., & Polonsky. M. J. (1998). Environmental
commitment: a basis for environmental entrepreneurship.
Journal of Organizational Change Management.
10. Thompson, N., Kiefer, K., & York, J. G. (2011). Distinctions
not Dichotomies: Exploring Social, Sustainable, and
Environmental Entrepreneurship.
11. Sheperd, D. A. & Patzel, H. (2011). The new field of
sustainable entrepreneurship: Studying entrepreneurial action
linking “what is to be sustained” with “what is to be
developed.” Entrepreneurship Theory and Practice.
12. Van Berkel, R. (2000). Integrating the environmental and
sustainable agendas into minerals education.
48
13. Bennett, S. (1991). Ecopreneurship: The complete guide to

small business opportunities from the environmental
revolution. New York: Wiley.
14. Blue, J. (1990). Ecopreneuring: Managing for results.
London: Scott Foresman
15. Schumpeter, J., 1934. The Theory of Economic Development.
Harvard University Press, Cambridge.
16. Pearce D and Barbier E B (2000) “Blueprint for a Sustainable
Economy London:Earthscan” Invention and Entrepreneurship,
Springer, New York, forthcoming.
17. Dean, T. J., & McMullen, J. S. (2007). Toward a theory of
sustainable entrepreneurship: Reducing environmental
degradation through entrepreneurial action. Journal of
Business Venturing.
18. Tien, N. H., Hiep, P. M., Dai, N. Q., Duc, N. M., & Hong, T.
T. K. (2020). Green entrepreneurship understanding in
Vietnam. International Journal of Entrepreneurship, 24(2), 1-
14.
19. R.G. Serio, M.M. Dickson, D. Giuliani, G. Espa (2020).
Green production as a factor of survival for innovative
startups: Evidence from Italy.
49
CHAPTER 6
A CRITICAL INVESTIGATION OF RESTAURANT TRENDS
SERVING ORGANIC AND VEGAN FOOD
Deepanshu Khurana 8
ABSTRACT
Organic food and Vegan diets are getting more popular nowadays
and as the consumers get more concerned about their health the
demand for organic and vegan food has rapidly increased. Organic
food is grown naturally which means they are grown without the use
of synthetic substances, chemicals, anti-infection agents, or
hereditarily altered organic entities, whereas vegan food or vegan
diet is devoid of any animal items. The mindfulness of the unsafe
impacts of synthetics present in food is expanding among the
consumer. The pattern toward buying organic food and vegan food
is developing among individuals. A portion of the conspicuous
persuading factors to buy natural food varieties include ecological
concern, well-being concern and way of life, item quality, and
abstract standards. As needs are, individuals these days continue to
help and propel nearby food systems that have at first valued the
significant stock organization associations between food creation,
market requests, and supporting foundations to make powerful
strategies, plans, and endeavours.
Design/Methodology/Approach: Organic food and vegan diet play

a crucial role in the “Food & Beverage Industry” nowadays, to
examine its importance and rise in the market Descriptive and
Analytical methodology approaches.
Findings: There’s a notable rise in the demand for Vegan and

Organic Food when critically reviewed as it comes up with many
benefits. These have nutritional value, are grown organically,
8Student, Gateway College of Hotel Management, Deenbandhu Chhotu

Ram University of Science and Technology, Sonipat, Haryana (India),
[email protected], +919873468369
50
provide immunity, are better for the environment, are Free from
pesticides, and have lower levels of toxic metals. It also helps the
economy to boost up by providing employment and good health for
the country’s personnel.
Keywords: Environment, Organic food, Vegan, Ecological,

Restaurant
1. INTRODUCTION
H ospitality: It connotes a well-planned and gracious welcome

for any visitor or outcast. To accomplish these objectives,
you'll need the right skills, data, and mind-set (Deepanshu,
Rishabh, Akhil, 2021). The phrase "organic" refers to the methods
used by farmers to develop and manage agricultural items such as
natural products, vegetables, grains, dairy products, and meat.
Organic cuisine is free of Synthetic fertilizers that are used to add
nutrients to the soil. Wastewater sludge fertilizer the vast majority
of pest-controlling synthetic pesticides Irradiation is used to
preserve food or to remove diseases or pests. Disease resistance and
agricultural productivity are both improved via genetic engineering.
Animal growth hormones or antibiotics the following are the
objectives of natural agricultural practises: Improve the quality of
the soil and water the amount of contamination has decreased.
Construct durable animal houses for domesticated animals. Allow
for animal behaviour that is expected. Encourage a farm's asset
pattern to be self-sustaining. Organic food provides several health
advantages over conventionally farmed meals. Organic food has
much more Flavonoids, which are nutrients for our bodies. Natural
meats, dairy, and eggs have higher levels of omega-3 unsaturated
fats. The decreased cadmium levels (toxic benefits) in natural grains
may be connected to the restriction on artificial composts in natural
farming. Natural foods have lower measurable amounts of pesticide
build-up than conventional foods. Organic foods are equally
susceptible to bacterial contamination as conventional meals.
Agribusiness is now heavily reliant on phony compound
information sources, monocultures, and serious cultivating
procedures. There is a need for prudence in the production,
distribution, and consumption of natural food types, both for
environmental and human health reasons. There was no innovation
or intent to change regular food by substance insecticides,
51
hereditary control, and so on in the previous hundreds of years.

Organic and vegan food is becoming increasingly important in the
food and beverage industry, and customers are responding
favourably to this growth (Deepanshu 2022).
Natural farming benefits the environment in general. Natural
farming practises offer the ability to reduce pollution, regulate
water, prevent soil disintegration, increase soil productivity, and use
less energy. Growing without synthetic pesticides benefits local
birds and animals, as well as humans who live near farms.
Vegetarian diet emanates any sorts of items that come from creature
butcher. Meat and poultry Fish and seafood Gelatine (often used in
desserts) and animal fats such as those considered in stock are
among them. Meat and poultry, fish and shellfish, gelatine (often
used in desserts), and animal fats such as those found in stock are all
prohibited in a vegan diet. Honey, eggs, milk, cheddar, margarine,
yogurt, and other dairy items Veganism is defined as "a style of
thinking and behaving that strives to eliminate - to the degree that is
conceivable and possible - all sorts of animal mistreatment and lack
of remorse for food, clothes, or other reasons." Veganism promotes
heart health and reduces the risk of certain diseases. Individuals who
avoid eating meat are less likely to become fat or develop
cardiovascular disease, high cholesterol, or hypertension.
Vegetarians are also less prone to acquire diabetes and a few
disorders, such as GI tract tumours and tumours of the bosom,
ovaries, and uterus in women. Although a vegan diet is healthful
since it eliminates animal protein and minerals.
2. Review Of Literature
S.No Author Year Key point
✔ The preventive
advantages of a vegetarian
Lap tai le ,
1. 2014 diet are larger in men than in
joan sabate
women, according to the
study.
✔ Progress concerns,
regular worry, sterilization,
and moral issues influence
Dr.
2. 2015 the incentive to acquire
SnježanaGagić
common food.
✔ According to
studies, restaurants employ
52

local normal cuisine to set
themselves apart from the
competition and attract
clients willing to pay
exorbitant prices.
✔ Furthermore, studies
have revealed that one of the
three menu styles is ordinary
food.
✔ As per the study
consumer behavior is
changing towards the
Mohamed acquisition of some harmless
3. 2015
Bilal basha to the ecosystem and natural
items, because of familiarity
with ecological debasement
and the connected issues
✔ A vegan diet is
demonstrated to be
restorative, healthy, and
satisfactory.
✔ A vegan diet is
significant for the critical
4. Sagar h Mohite 2016 treatment of specific disease
✔ As per the studies
Vegan diet is needed for
today’s generation to stay
healthy and helps for
increasing immunity.
✔ The mindfulness
about natural food items is
expanding among individuals
and their expectation to
purchase natural food is
shaped by different
convictions.
5. S Priya et al, 2016
✔ Customer is moving
towards buying organic
products.
✔ People getting
aware of themselves through
newspapers, magazines, and
at the point of purchase.
53
✔ According to the
study, regular food
production and consumption
Brantsæter A.
6. 2016 reduce pesticide use, are
et al.
more environmentally
friendly, and maybe better
for wildlife conservation.
✔ Natural food is
superior compared to normal
food due to its greater
bioactive combination
content.
✔ Natural foods
7. Sara Hurtado 2017 contain less harmful
compounds, such as
pesticides, which have been
linked to gut macrobiotic
symbiosis, resistance
problems, and poisonousness
in humans.
✔ Farm to table is
attainable to its by and large
big potential, bolstered by its
basic geographic location for
agriculture and the
development business,
Harold B.
excellent gastronomy and
Bueno,
culinary culture, and dazzling
Vikneswaran
the development business-
8. Nair & 2017
friendly temperament.
Melinda D.
Torres ✔ Coffee shops,
purchasers, and
holidaymakers, in general,
have been capable of a few
properties to table travel
industry rehearsals in recent
years close by.
✔ A vegan diet tends

to be lower in calories,
David
9. 2017 protein, fat, vitamin b12,
Rogerson
Calcium & iodine.
✔ Accomplishing a
54

high energy intake owing to
plant-based food varieties
promoting ketosis/satiety
✔ A proper diet of
vegan products for an athlete
fulfils its bossy requirement
as per the author.
✔ A vegetarian diet is
the manifestation of
significant moral convictions
and requires diligence to
support
✔ Farm food is more
widely available to
purchasers at both stores,
implying, nonetheless, that it
is more susceptible to rising
cost pressure, all the tighter
edges, and normal market
impacts, such as hardness,
which add to the expense
pressure faced by producers.
✔ In the cheap
business center,
intermediated business areas
provide a vital foundation
and a chance for
neighbouring suppliers to
10. Ellen Kahler 2019
gain traction.
✔ These business
sectors are maintained and
conform to commoditization,
association, and competition;
additionally, on the off
chance that they can stay
aware of detachment and
create while staying aware of
core values and providing
attainable re-appearances of
suppliers, they will have a
significant impact on whether
the markdown business focus
is a viable market channel for
nearby suppliers.
55

✔ Organic food outfits
human flourishing with many
benefits.
✔ For example, in
terms of pollution, it is better
Dr. R
11. 2019 for animals, water, and soil
Gopalkrishnan
assurance.
✔ Food does not
include any additives that
extend its shelf life.
✔ The research
showed that veganism is
appraised as fundamentally
more negative than
vegetarianism on each angle
except morals and the
climate, where no massive
Christopher J.
12. 2019 distinction was noticed.
Bryant
author, in 2018, 51% of
culinary professionals in the
United States introduced
veggie-friendly options to
their menus, up 31% from the
previous year.
✔ The organic
substance contains fewer
Powel
13. 2020 pesticides, nitrates harmful
glibowski
metals along with morel -
ascorbic acid
survey, in the future, buyers
will pay more attention to the
14. Sujit Patil 2020 environment and support
local producers, as well as
prefer to dine locally and on
occasion.
✔ According to a
study, the University of
15. Adam Griffin 2020 Northern Texas' "mean green
Café" provides a vertical
garden where students may
eat organic food.
56

✔ Tyson’s Foods 2.0,
the world's second-largest
producer of chicken and beef,
has invested in a new wave
of plant-based meat,
according to research.
✔ Customers may use
the Happy Cow App to find
plant-based eateries all over
the world.
statistics, natural food
products are preferred by 97
Munshi R. et
16. 2020 percent of middle-aged
al.
women and 95 percent of
top-level pay groups for their
children.
✔ During the COVID-
19 outbreak, respondents said
they bought more vegetables
17. Bogevska et al. 2021 and normal items, which the
designers said indicated that
they had adopted a
predominant eating pattern.
author, consumer attitudes
toward organic products are
Gabriel favorable.
18. Adewunmi 2021 ✔ Studies demonstrate
Eyinade et al that organic food improves
human health while also
being environmentally
friendly.
✔ Following the
19. Alsetoohy, O.; 2021 epidemic, people and
restaurants began to consume
organic foods.
✔ Obesity, diabetes,
and heart disease, according
to the author, are all risk
Stanislava
20. 2021 factors for COVID-19-related
Ivanova
mortality.
✔ A plant-based diet,
particularly a vegetarian diet,
57

may give various benefits not
only to overweight and obese
people, but also to
individuals with type 2
diabetes, cardiovascular
disease, and joint pain,
according to one research.
✔ A plant-based diet,
according to the author, is
advantageous in the fight
against obesity..
✔ According to
research, Coronavirus is
indeed a golden period for
advertisers to build the offer
of organic food through
smooth conveyance, and the
demand for organic food
would then continue to go up.
Anamika People are attracted to a
21. 2021
Chaturvedi healthier lifestyle and
nutritious eating if we talk
about the positive perspective
on COVID-19.
author's post, COVID-19 will
have a favorable influence on
customer attitudes regarding
organic food in India.
✔ Study says that a
vegan diet can have good
outcomes for example better
actual wellbeing, lower
natural effects, better
Shila minari
22. 2021 sentiments, etc.
hargreves
✔ On the other hand, a
non–balanced vegan diet
could lead to a nourishing
lack, and affect physical
health.
Sanjib
study, as compared to
23. Bhattacharjee 2021
conventional things, organic
Vinod Sharma
items are far more likely to
58

include nutritious
components, making them an
appealing buy.
✔ Aside from the
nutritional composition, there
is a real attraction. In the
eyes of the client, the
antecedents of organic food
intake in Delhi NCR are the
second most important.
✔ They recommend
Maximilian utilizing the use of a plant-
24. 2021
andreas storz based diet just related to an
itemized dietary depiction.
✔ The interest with the
change in the period there is
an adjustment in the interest
in organic food
HasiniNimasha
25. 2022 Classification.
et al,
✔ Organic food buyers
will not generally mind the
cost of the dishes when the
dishes are great for them
✔ As per the study if
we increment the utilization
of vegetarian food can assist
Kelly Cooper with moderating this
26. 2022
et al. fabulous worry for instance
an Earth-global warming,
environmental change at
large
✔ According to
surveys, consumers have
developed a habit of eating
naturally at home with their
families, which has pushed
them to eat out organically as
Hasini
27. 2022 well.
Nimasha et al,
✔ The findings
revealed that there is a
growing interest in natural
usage among customers, and
as a result, restaurant buying
designs have shifted to
59

anticipate responders
purchasing natural assets
throughout the entire food
production process.
✔ According to
surveys, as the seasons
change, so does the desire for
organic foods.
findings, consumers have a
fair interest in natural foods
while dining out.
✔ Organic food
purchasers are often
unconcerned about the
expense of the meals if the
dishes are beneficial for
them.
✔ It may be beneficial
to the environment. Produce
should not be transported
over long distances, resulting
in less time on a truck and
fewer ozone-depleting
compounds reaching the
atmosphere.
✔ Ranch to fork
benefits both the diner and
Richard
28. 2022 the farmer.
Traylor
✔ Farm-to-table meals
with a good relationship with
a certain farm may usually
request that they plant-
specific food varieties.
✔ Serving estate-to-
table meals at your restaurant
is a terrific way to introduce
your neighbours to the area
and regular food.
3. Research Objectives
⮚ To explore the factors on customer mentality toward natural
food in a fast-developing business sector
60
⮚ To investigate the significant Shift in buyers, conduct toward

natural food
⮚ To understand the want for organic and vegan food in the
current era
4. Research Hypothesis
Based on the research objectives following hypotheses were
formed:
H1: The concept of organic food has seen growth post pandemics
H2: The demand for vegan food has seen growth in the current era
H3: The Restaurant industry that is following the concept of an
organic and vegan diet is increasing day by day.
5. Research Design
The research design elucidates the link between quantitative
outcomes and ideas. The examination's procedure aids in the overall
assessment of the data obtained throughout the evaluation. The
activities for ensuring the document and report were completed
using knowledge from the Restaurant's examples, tidiness,
regulations, and effect following Covid-19. Descriptive and
analytical method techniques are chosen to study market instances.
"Descriptive Analysis" is a type of information evaluation that
depicts, illustrates, or summarises essential portions in such a way
that models can emerge that meet each state of the data. Analytical
Analysis, on the other hand, is a framework or approach for
evaluating a problem, condition, or reality.
6. Discussion of Findings and Results

With the increased need for technology, ease of service,
employment, and experimenting with new dishes, the F&B sector is
likewise developing at a rapid rate. Organic restaurants provide
great prospects for organic farmers, restaurant owners, organic
handlers, and the entire organic community. According to organic
food trends, organic foods are becoming increasingly popular.
Organic has gained in popularity, and people are becoming more
conscious of their organic food choices. Organics are here to stay,
which is important for company directors. According to current
studies, once a client switches to organic, they rarely return to
normal inorganic diet. Restaurants can safely participate if their
consumers are as excited about organic cuisine as they are. Organic
61
food is more expensive for a restaurant than conventional food, but

people are willing to pay the extra cost to eat in a more ecologically
friendly way. Overall, 65% of consumers stated they would pay
10% more for a green restaurant meal. According to the same
research, one-fifth of respondents claimed they would spend more
than 10% extra to eat more greens (Jennifer Chait, 2019). Growing
organic food rather than conventional food provides several
environmental advantages. Organic farming methods not only
safeguard the environment but may also aid in the alleviation of
present environmental problems. You are helping to protect the
environment by purchasing organic food for your restaurant.
Consider the following illustration:
⮚ Organic farming contributes to the conservation and
protection of our water supply by creating healthy, resilient
soil that helps to conserve soil nutrients and resist erosion.
⮚ Organic farming can help mitigate the harmful consequences
of climate change by reducing our reliance on fossil fuels.
⮚ Organic farming promotes a diverse ecosystem.
⮚ Organic farming emits fewer pollutants into the atmosphere
than conventional farming.
Organic food does not inherently imply sustainability, but it

may create a sustainable mentality, which may benefit your
restaurant's reputation. Water conservation, energy conservation,
non-toxic cleaning, sustainable design, eco-friendly equipment and
furnishings, and other environmentally aware measures all go hand
in hand with organic food. Many customers believe that restaurants
that are ecologically friendly are more enticing than those that are
not. As organic foods become more readily available, organic
restaurants and chefs must retain a distinct spirit of inventiveness to
keep the menu fresh and costs reasonable. Most organic restaurant
owners rapidly discover that keeping food fresh is most cost-
effective by being organic and local. Local economies in places with
more organic farms and farmers are stronger, according to The
Organic Farming Manual. As an organic restaurant, you help to
ensure the long-term viability of organic farmers and, as a result, a
stronger economy. Organics also help to a clean and green
environment in your community because of their environmental
advantages.
62
Being green-certified, as per the green restaurant association,

it increases worker productivity and morale. It might be because
restaurant workers are usually between the ages of 20 and 30, a
critical demographic for environmentalists interested in organic
farming. Organic restaurant marketing occurs naturally (no pun
intended). Persuading customers to buy farm-fresh vegetables,
seasonal delights, and pesticide-free meals is straightforward.
Traditional menus sometimes fail to attract customers; therefore
meals produced with fresh and local organics are popular. The
Economist labelled 2019 "The Year of the Vegan," noting an annual
increase in the number of people who choose a vegan diet. Because
everyone has a different reason for switching to a plant-based vegan
diet, this new culinary trend appeals to them in different ways.
Veganism has seen an increase in the number of adherents who
consume plant-based vegan food and follow the lifestyle's rules,
which include health, climate change mitigation, animal welfare,
and more.
Restaurants will increasingly need to provide vegan
alternatives as veganism grows more prevalent in today's culture.
This is, without a doubt, one of the decade's most popular culinary
trends, with expectations that it will continue to grow in the next
years. To fulfil the rising demand for vegan cuisine and vegan
eateries, restaurants and other food-related businesses are realizing
that they must modify their menus and mind-sets. Due to the rise of
vegan eating, restaurants of all sorts should make developing novel
and appealing fast vegan meals, particularly vegan desserts, a new
priority. Because so many delicious vegan recipes employ
ingredients that are already common in most restaurants, expanding
the menu to include fresh and inventive vegan dishes for restaurant
customers should be simple. The following are the key points for
introducing vegans to your restaurant
⮚ Educate yourself and your employees on what it means to eat
and prepare vegan food.
⮚ Look for new vegan vendors who offer plant-based foods and
the essentials of a vegan diet.
⮚ With the help of a culinary professional, teach your workers
how to prepare vegan meals.
⮚ Create fresh vegan dishes and vegan treats that your clients
will like in the kitchen.
63
⮚ Choose vegan choices that are consistent with your brand and
enable menu cross-selling.
⮚ Make a big deal about your new menu items and get the word
out.
7. Conclusion and Suggestions

Vegans are lighter, have lower blood pressure, and have
lower cholesterol than vegetarians and meat eaters. Vegans consume
two to three times the amount of dietary fibre that meat eaters do,
which has been found to lower cholesterol, blood glucose, and
protect against colon cancer.. Organic food has grown in popularity
as buyers look for and buy foods they feel are healthier and grown
in ecologically responsible ways. After reviewing the material and
data that the author gathered from several Research Papers, it is
clear that the author's hypothesis H1 is correct, as there was a
significant increase following the pandemic. The author concludes
from his investigation of H2 that the demand for vegan food has
increased in the current scenario. H3 discovered that the notion of
an organic and vegan diet is becoming more popular in the food
business every day.
Organically grown food from a local farmer who follows an
integrated whole-farm plan is relatively environmentally
sustainable, but its economic sustainability may be difficult. Despite
the reality that mankind must reduce its reliance on fossil fuels to
avert climate change, many organic standards focus on a shortlist of
prohibited ingredients rather than a long-term vision of farming and
food. There may be less nitrates and more vitamins, minerals, and
antioxidants in organically cultivated foods. Organic dairy and meat
may have greater omega-3 fatty acid content. However, the
evidence is conflicting. Toxins, pesticide residues, and antibiotic-
resistant bacteria may all be avoided by eating organic foods. On the
other hand, toxic levels in ordinary produce are typically much
below permissible limits. There is little data to claim that organic
foods are healthier than conventional meals. Customers who eat at
these establishments are committing to a way of life. Vegan and
organic restaurants are thriving right now because they are crucial
for social change rather than just as a cuisine culture or concept
eatery. Large firms benefit from the sale of packaged and processed
goods while eating at restaurants that sell foods grown on small
64
farms helps them expand their networks. Thousands of people are

now beginning to make their final decision.
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Restaurant Managers' Perspective. Asian Journal of
Management Entrepreneurship and Social Science. Retrieved
from
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ng_Organic_Food_Consumption_Demand_In_Casual_Dining
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34. Harold Bernardo Bueno, V. N. (2017). The Rise of ASEAN
Farm-to-table Tourism: Synergy of Agriculture, Gastronomy
and Tourism in achieving Sustainable Ecological Balance.
ASEAN Tourism Research Association Conference (ATRC)
2017! Retrieved from https://www.researchgate.net/pub
lication/312596884_The_Rise_of_ASEAN_Farm-to-
table_Tourism_Synergy_of Agriculture_Gastronomy_and_T
ourism_in_achievingSustainable_Ecological_Balance
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RESTAURANT INDUSTRY: SERVING LOCALLY
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69
CHAPTER 7
IMPACT OF SOCIAL ENTREPRENEURSHIP IN INDIA
Dr. Archana Sharma 9
ABSTRACT
Social entrepreneurship has both social and economic value in
Indian economic system. Social entrepreneurship has very important
role-play in development in Indian society. Social entrepreneurship
is a process that involves the innovative use and combination of
resources for pursuing opportunities in order to motivating factor in
social changes. Through the social entrepreneurship, we can satisfy
the social needs. This form of entrepreneurship gives rise to
enterprises who serve society sincerely. These types of social
ventures develop social values. This chapter explains the impact of
social entrepreneurship in our Indian society and develops a
conceptual framework for social entrepreneurship based on review
of articles and cases on social ventures across the globe. In recent
years, the nascent field of social entrepreneurship, a sub domain of
entrepreneurship is growing rapidly and gaining increased attention
from entrepreneurship scholars, investors and policy makers. Social
entrepreneurship does not emphasis based on personal or
shareholder wealth but social value. The basic difference between
business and social entrepreneurship is the purpose of setting up the
venture. While the business entrepreneurs, efforts focus on building
a business and earning profits, the social entrepreneurship purpose
is to create social change, along with profit. A business entrepreneur
can bring about changes in society but that is not their primary
purpose.
Keywords - opportunity, entrepreneurship, holistic qualitative

methods, motives
9Assistant Professor Department of Commerce, S.S. JAIN SUBODH GIRLS

PG, COLLEGE, SANGANER, JAIPUR
70
INTRODUCTION
A
social mission drives social entrepreneurship and that
exhibits virtuous behavior. Social entrepreneurs are
visionaries, innovative proactive and committed to bring
social change. We believe that the most useful and convincing way
to define social entrepreneurship is to establish its congruence with
entrepreneurship it has emanated from. Entrepreneurs are
innovative, highly –motivated, and critical thinkers. When these
attributes are combining with the drive to solve social problems, a
social entrepreneurship is born. Social entrepreneurship are
individuals with innovative solutions to society, s most pressing and
daunting social problems. They are ambitious and persistent
tackling major social issues and offering new ideas for wide-scale
change. A strategy used by people, groups, start-up businesses, or
entrepreneurs to develop, finance, and implement solutions to
social, cultural, or environmental challenges is known as social
entrepreneurship. A social entrepreneur is someone who works to
turn fresh ideas into solutions for issues that affect entire
communities. These individuals are prepared to assume the risk
and make the effort necessary to alter society for the better through
their projects. Many different types of organizations’, each with
its own size, objectives, and beliefs, can use this principle. By
addressing gaps and unmet needs, social entrepreneurs create
dramatic transformations in society and the economy. They
increase output, add value, and generate wealth. Social firms
prioritize both financial success and positive social and
environmental effect. Instead of focusing on maximizing profits,
wealth creation should- be done to help target populations become
self-sufficient. The target communities are not wealthy customers
and are under-served, ignored, or underprivileged.
Methodology
The data and information for this chapter is collected from
secondary sources, mainly previously
Published secondary data related articles books and
magzines..an attempt has- been made to discuss and compare the
trends in social entrepreneurship and impact of social
entrepreneurship in India.
71
Advantage of social entrepreneurship

• Social welfare A social entrepreneur intends to be profitable
to sustain the venture, but profit making is not its sole
intention. Social welfare is the primary outcome of social
ventures.
• Community Development/Social value social
entrepreneurship improves standard of living of the poor,
social entrepreneurs provide a leadership that is concerned
about the problems of the community and strives for its
development.
• Employment and economic growth social ventures contributes
to the gross domestic product (GDP) and generates
employment.
• Affordable health care social ventures provide affordable
health care.in this field they are providing the low cost
facility for the public.
• New business models social entrepreneurs have created new
business models to serve the poor.one world health founded
by victoria hale, registered as the first non –profit
organization
• No food surplus goes to waste social entrepreneurship is
increasingly becoming important in North America and South
America. A Boston based venture provides business
intelligence solutions to manage surplus food by helping
organization in the food business to manage their unsold food
by offering organic recycling.
• Instead of developed countries, developing countries provide
the greatest potential for social entrepreneurship since there
are more differences in wealth, level of education, and other
factors that social entrepreneurs can take advantage of for
long-term economic growth.
• They can improve society by using innovative ideas and a
special product or service that addresses societal problems
and fosters both social and economic value among the
nation’s citizens.
• Generating jobs for people and opening up work chances for
them will contribute to the country’s overall development.
• Since social entrepreneurship seeks to meet societal needs, it
primarily serves the low-income segment of the community.
72
As a result, social entrepreneurs have another opportunity

because this market has a large population. They may take
advantage of the volume by offering their goods and services
at low costs so that the greatest number of people can benefit
from them.
• By offering the populace distinctive and cutting-edge goods
and services at reasonable costs, social entrepreneurs can
bring about the visible changes in society that are portrayed
in the success stories listed above.
REFERENCES
1. Alvord, S. H., Brown, L. D., & Letts, C. W. (2004). Social
entrepreneurship and societal transformation: An exploratory
study. Journal of Applied Behavioral Science, 40(3), 260–
282.
2. Anderson, A. A. (2005). The community builder’s approach
to theory of change: A practical guide to theory development.
Washington D.C.: The Aspen Institute.
3. Anheier, H. K., & Salamon, L. (2006). The nonprofit sector in
comparative perspective. The nonprofit sector: A research
handbook, (2nd ed), (pp. 89–114). New Haven, CT: Yale
University Press.
4. Billis, D. (2010). From welfare bureaucracies to welfare
hybrids. In D. Billis (ed.), Hybrid organizations and the third
sector. London: Palgrave Macmillan.
5. Bronfenbrenner, U. (1979). The ecology of human
development...
73
CHAPTER 8
AN ORGANIZATION WORKS ON THE POLICY OF TEAM
SPIRIT BETWEEN THE DELL & HCL
Dr. Aditi Sharma 10
ABSTRACT
Team spirit is the sense of pride and commitment shared by team
members, which motivates them to strive for excellence on their
team. The development of team spirit fosters motivation and
creative behaviour among team members as they strive to achieve a
common objective. It gives each person the chance to work
enthusiastically and show their teamwork abilities. The findings of
the study reveal that most of the customers of DELL belong to
congested areas. They mostly belong to the middle class and are
mostly officials/ executives. Thus, we conclude client has targeted
the right segment. From the findings, we conclude that customers
while purchasing a bike, customers take into consideration mainly
fuel efficiency, good looks, low maintenance cost, and reliability.
The main competitors of DELL are HP, Compaq, SONY, and
Lenovo. Consumer preference basically depends upon wider Safety
and better services. Customers are influenced more to buy a product
by advertisements rather than dealer friends or family
recommendations.
Keywords: Team spirit, motivation, creative behaviour, teamwork

abilities
INTRODUCTION
OBJECTIVES OF THE STUDY
• To see whether the organization works on the policy of team
spirit between the Dell & HCL To check whether the
employees have freedom to voice their opinions.
10Associate Professor, Department of Commerce, Indira Gandhi

University Meerpur, Rewari, Email id: [email protected]
74
• To find out whether the superior and subordinate relationship

is cordial.
• To check whether the employee enjoy degree of autonomy.
• To find out the effectiveness of training programs are
important.
• To find out whether employees are satisfied with their jobs.
• To check whether employees are motivated.
SCOPE OF THE STUDY

The scope of the research study is as follow
• All workmen as defined in the ‗Certified Standing Orders‘ of
the company framed under section 5 of the Industrial
Employment (Standing Orders) Act, 1946.
• Benefits to eligible workmen under various statues covered in
this manual shall be subject to revision as and when
amendment in the statue takes place.
• Company‘s rules & regulations, policies relating to
employment, remuneration, structure, welfare scheme/
facilities and other service conditions.
• Provisions / procedures / terms / condition agreed between
workmen / union and management in the settlements /
memorandum of understanding which are in vogue, whether
incorporated here in this manual or not, will prevail.
• Summary of various rules and regulations as prescribed by
various statues. In case there is a conflict or disagreement on
any rule or condition, the rule as prescribed in the statutes
shall prevail.
• In this manual mention of employee/employees unless
otherwise indicated would imply workman / workmen of both
the sexes.
RESEARCH METHODOLOGY
Research is a systematic search in an effort to gain
knowledge. It is the discovery of known to unknown. Research is
thus a systematic procedure of investigation in any field of inquiry.
The main aim of the research is to find out the truth which is hidden
and which has not been discovered yet. Every organization has to
face certain problems pertaining to its daily functioning. These
problems call for effective thinking on the part of academicians to
find out a valid & reliable solution. Hence it becomes not only
75
desirable to carry out well-planned research in the area asking for

effective solutions.
This calls for a well-planned research methodology so that the
problem areas could be well identified & causes if any, be known
and solved. This research is particularly carried out at Bhardwaj
Enterprises, Faridabad on factors affecting job satisfaction & job
satisfaction.
Historical or Retrospective Research

It is that area of investigation that deals with the collection of
information on past events and situations using objective tools. The
design also includes the organization of the information obtained in
order to appreciate the internal consistency in the past and thus
generalize to present and future events.
The main sources of historical research are:

a. Oral evidence, physical evidence, artifacts, pictures
autobiographies, records, minutes, letters, memoirs, and
witness accounts. These are directly obtained and are called
primary sources of information for this reason.
b. Secondary sources are data obtained from a source, which
also obtained it from some other source e.g., biographies,
implied evidence, the story retold by someone.
Descriptive Research
Descriptive research is a term used to qualify a wide range of
other types of research. Irrespective of the type, descriptive research
collects information about a defined situation.
It is a commonly encountered type of research in Social
Sciences, field research, epidemiological research and biomedical
research (applied). Surveys are especially popular and will be given
special attention as a typical type of descriptive research. Surveys
involve the collection and analysis of data on a small number of the
population and generalizing it to the entire population. The
commonly used tools for the collection of information are
questionnaires, interviews and observation.
Experimental Research
Experimental research is a controlled investigation where
certain variables are manipulated while certain variables are kept
76
constant. The control group is the Standard with which the

Experimental group will be compared in order to assess the role of
the variable factor in the experimental group.
Research Design
This is a diagnostic type of research. Survey method is
adopted using questionnaire with appropriate scaling techniques.
The survey was done on two grades of employees dealing with the
general administration of the organization. These two grades are:
1. Managers
2. Supervisors
Questionnaire method has been adopted to collect primary

data. The questionnaire for conducting the research process has the
following features:
Close ended: The questionnaire prepared is close ended so
that the employees will be comfortable enough to provide the
precise information as required. The close-ended question gave the
five degree freedom for expressing their satisfaction or consent over
a particular question expressed numerically as 1, 2,3,4,5.
1. Corresponds to Strongly Disagree
2. Corresponds to Disagree
3. Corresponds to neither agree nor disagree
4. Corresponds to Agree
5. Corresponds to Strongly Agree
Sampling
Data is a term used to describe all the pieces of information
upon which decisions will be made after arranging them in an
intelligible form.
Population
It is not practical to look at every object in the situation being
investigated. The investigator must therefore take a sample form the
population (entire set of objects) because:
- The size of the population may be too large to handle - Time
constraint may not permit.
- Limited resources for a large survey may not permit.
The sample is a portion of the entire set of observable events
which is carefully selected to represent the latter.
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Sample Size Determination

The method used to select a representative sample is to first
establish a sampling frame i.e. to define the number of observable
events (e.g. Census figures, or electoral registers). There are general
rules about the determination of sample size:
Systematic sampling is commonly used when objects that are
arranged in particular series make up the population (e.g. Houses).
Random Sampling It is a sampling procedure that insures
each element in the population on equal chance of being included in
the sample. This sampling process is very simple because it has only
stage of sample selection. For example drawing the names from a
box is the example of simple random sampling. Now a day‘s
computer generated random no. utilized for sample selection.
Stratification is a method of selection which ensures that
every segment (stratum) of the population is identified and its
proportion of the populating determined.
Self-selection In this many researchers sometimes request
community members to assemble at a central point and to include
all those who show up is included in the sample. This method is
widely used in health surveys. It has several disadvantages and is
not recommended in research.
1. It is not much different from using hospital records of
attendance.
2. The members in the sample are self-selected; hence every
member foes not have an equal chance of being in that
sample.
3. Those who think they have the problem under investigation
will be more in the sample than those who think they do not
have the problem.
VARIOUS METHOD OF DATA COLLECTION

Depending on the source, statistical data are classified under
two categories:
DATA COLLECTION
The availability and quality of data is mainly dependent on
the source of data. The data for the survey will be conducted from
both primary and secondary source. These are describing as follow
78
PRIMARY DATA
Primary data are obtained by a study specifically designed to
fulfill the data needs of the problem at hand. Such data are original
in character and are generated in large no. of survey conducted with
a sample. Primary data include: observation, questionnaire,
schedules and other methods like; warranty cards, consumer panel,
etc. But in this research, we collect the primary data in the form of
observation and questionnaire.
SECONDARY DATA
These data are not originally collected but rather obtained
from published or unpublished source. Secondary data includes;
publication of central state & local govt., a report by research,
newspapers, publications of foreign govt. & international bodies and
annual report of the company.
79
SOURCES OF DATA
The collection of data is an essential part of the project, as it
constitutes the foundation of the statistical analysis and
interpretation. Thus, it forms the initial step of any project. A
sample of 100 employees was taken comprising the managers &
supervisors of the organization. Out of which 44 are managers & 30
are supervisors. After the collection of the required data from all
sources, analysis was done and the problems were identified.
Recommendations and suggestions in respect to the problems
identified have been given.
METHODOLOGY
Sample Size
Sample size=100 Employees
Research Instrument
The Structured questionnaire is used as the research instrument for
the study.
Sample Technique
The researcher adopted simple random sampling for the study.
Sources of Data
• Primary Data - Questionnaire, Observation.
• Secondary Data - Files, Record Books, Company Manuals,
Websites, Newspapers Internet, and Books.
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REVIEW OF LITERATURE
Customer satisfaction, a business term, is a measure of how
products and services supplied by a company meet or surpass
customer expectations. Customer Satisfaction is very precious of the
product. Escorts Machinery quality is very good and its capacity is
very high. So Customer Satisfaction is very good on Escorts
Machinery Product should have the ability to offer value satisfaction
to the consumer. The satisfaction may be both real and
psychological. The last but also equally important feature of a
product is that it should also satisfy the business need. In other
words, it must be capable of generating profit for the business.
Customer satisfaction is a complex subject. We do not have
precisely defined tested and generally acceptable theory of customer
satisfaction in the subject of marketing. Customer satisfaction will
be increasing the following points:
• Good quality product.
• Good markets share in market.
• New technologies are used.
• Service is good or not.
Customer satisfaction, a term frequently used in marketing, is

a measure of how products and services supplied by a company
meet or surpass customer expectations. Customer satisfaction is
defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or
its services (ratings) exceeds specified satisfaction goals." In a
survey of nearly 200 senior marketing managers, 71 percent
responded that they found a customer satisfaction metric very useful
in managing and monitoring their businesses. It is seen as a key
performance indicator within business and is often part of a
Balanced Scorecard. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of
business strategy.
"Within organizations, customer satisfaction ratings can have
powerful effects. They focus employees on the importance of
fulfilling customers‘ expectations. Furthermore, when these ratings
dip, they warn of problems that can affect sales and profitability…
These metrics quantify an important dynamic. When a brand has
81
loyal customers, it gains positive word-of-mouth marketing, which

is both free and highly effective."
Therefore, it is essential for businesses to effectively manage
customer satisfaction. To be able to do this, firms need reliable and
representative measures of satisfaction.
DATA ANALYSIS AND INTERPRETATIONS

Ques. 1: Do you have any Laptops?
OPINION (%) OF RESPONDENTS
YES 83
NO 17
Table No. 4.1: Laptop users
YES NO
17%
83%
Figure No. 4.1: Laptop users
INTERPRETATION:
This table shows that 83% users prefer the Laptops and 17%
users do not prefer the Laptops.
Ques. 2: Which brand of Laptop you are using?

HCL 36
DELL 64
Table No. 4.2: Brands preference
82
36%
HCL
64%
DELL
Figure No. 4.2 Brands preference
INTERPRETATION:
This table shows that 64% of the users are prefer the Dell
Laptops and 36% of the Users prefer the HCL Laptops.
Ques.3: From how long you are using this Particular brand?
OPTIONS (%) OF RESPONDENTS
LESS THAN ONE YEAR 30
MORE THAN ONE YEAR 70
Table No. 4.3: Time period
Figure No.4.3: Time period
83
INTERPRETATION:
This table shows that, majority of the respondents i.e., 30%
users are using the less than one year by and 70% users are using
the more than one year of the particular brand.
Ques. 4: Why you are using this brand of Laptop?

LOW COST 20
GOOD FEATURE 65
OTHER BENEFIT 15
Table No. 4.4: Reasons
Fig .4.4: Reasons
INTERPRETATION:
This table shows that, majority of the respondents i.e., 65%
user are given the importance of the good feature and 20% user are
given the importance of the low cost and 15% user are given the
importance of the other benefit.
Ques.5: Is there any Health and Safety offer given by the

company?
YES 75
NO 25
Table No. 4.5: Health and Safety offer
84
Figure No.4.5: Health and Safety offer
INTERPRETATION:
This table shows that is understood that majority of the
respondents i.e.,75% users tell the company give the good health
and safety offer and 25% users tell that company do not give.
Ques.6: Are you aware of brands available in the market?

YES 75
NO 25
Table No.4.6: Brands available in the market
Figure No. 4.6: Brands available in the market
85
INTERPRETATION:
This table shows that, majority of the respondents i.e.75%
people are aware of Brands available in the market and 25% people
are not aware of Brands available in the market.
Ques.7: Have you ever tried for another brand in the market?
YES 40
NO 60
Table No. 4.7: Another brand in the market
Figure No. 4.7: Another brand in the market
INTERPRETATION:
This table shows that, majority of the respondents i.e. 60%
user are not tried for another brand in the market and only 40% user
are tried for another brand in the market.
Ques.8: Which range of Laptops you will prefer?

Medium range 25
High range 20
Economic 55
Table No. 4.8: Range preference
86
Figure No. 4.8: Range preference
INTERPRETATION:
This table shows that, majority of the respondent i.e.55%
user preferred economic range of Laptops and 25% user preferred
medium range of Laptops and 20% user preferred high range of
Laptops.
Ques.9: Which other Laptop would you preferred to buy?

DELL 45
HCL 30
Lenovo 25
Table No.4.9: Laptop preference
25%
45%
DELL
HCL
Lenovo
30%
Figure No.4.9: Laptop preference
87
INTERPRETATION:
user preferred to buy DELL and 30% user preferred to buy HCL
and 25% user preferred to buy Lenovo Laptops.
Ques.10: Would you prefer DELL and HCL Laptops because of:
SERVICE 65
PRICE 35
Table No. 4.10: Facilities preference
Figure No. 4.10: Facilities preference
INTERPRETATION:
user give preference to the service and 35% user give preference to
the price of DELL and HCL Laptops.
RECOMMENDATIONS
• In this organization positive feedback is given to employees
but feedback is not given regularly on their performance. So,
regular feedback should be given to help employees to know
where they need to improve.
• Accountability of the job is given but it needs to be increased
so that employees will feel more responsible & accountable
towards their job.
• While making or revising company & administrative policies
an opportunity should be given to all employees to give their
88
suggestions so that they will feel that they are also

contributing to making company & administrative policies.
• Management should encourage CFTs (Cross-functional
teams) to increase the sense of companionship & teamwork
among employees.
CONCLUSIONS
From the customer’s survey and desk research, we conclude that:
• Most of the customers of DELL belong to congested areas.
They mostly belong to the middle class and are mostly
officials/ executives. Thus, we conclude client has targeted
the right segment.
• From the findings we conclude that customers while
purchasing a bike, customers take into consideration mainly
fuel efficiency, good looks, low maintenance cost, and
reliability.
• The main competitors of DELL are HP, Compaq, SONY, and
Lenovo.
• The consumer preference basically depends upon wider
Safety and better services.
• Customers are influenced more to buy a product by
advertisements rather than dealer friends or family
recommendations.
LIMITATIONS OF THE STUDY

• Due to the limitation of the time the research could not be
made more detailed.
• Due to data confidentially of some information accurate
response was not revealed by some of the respondents.
• Some of the replies of the respondents may be biased.
• Respondents have marked their answers in questionnaire
which may be socially incorrect irrespective of their actual
feelings.
• Employees have lack of confidence due to which they can‘t
speak in front of their superiors about their problem.
• BIBLIOGRAPHY
• Kothari, C.R., Research Methodology, New Delhi, Vikas
Publishing House Pvt. Ltd., 2008
89
• Kotler, Philip. Marketing Management, New Delhi, Prentice-

Hall of India Pvt. Ltd., 2010
• Haryana Employee Health and Safety, New Delhi
WEBSITES
1. www.dell.co.in
2. www.hcl.com
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CHAPTER 9
THE ROLE OF COMMUNICATION IN IMPROVING WORK
EFFECTIVENESS IN AN ORGANIZATION
Namrata Jain 11
ABSTRACT
Communication is the most important pillar of management that an
organization can implement for achieving valuable performance.
Communication is a strong element of the success of the business.
Communication is equally important to the business as management
skills and the manager should have proper communication skills to
interact with their staff. Being a manager you should know how to
coordinate a team, should have good leadership skills, and most
important should know how to communicate. Managers can perform
their jobs and responsibilities through communication in an
effective way. To maintain and develop an effective communication
system in an organization is the primary responsibility of the
manager.
Keyword- organization communication, communication system,

management disciplines
INTRODUCTION
I t is important for any organization which wants to work under

society to do the work based on a carefully designed pre-set
strategy. Management strategy should represent the functioning
of the organizational and social systems, especially in modern times.
The strategy should be able to face the increasing complexity of
technological and informational products, social structure, and
trends of globalization changes in products at the organizational
level. We should consider the management structure which will
adapt to all the organizational changes.
11 Assistant Professor, RDIAS, New Delhi
91
Corporate communication process

Working together in a team is a very important feature of
management as they should involve people in every task.
Management follows the functions in an organization like planning,
organizing, staffing, directing, and controlling. The management
should work with dynamism. The workforce of any organization is
the ones who execute the task assigned to them to attain the
objectives. So the manager who is in charge of carrying out the
functions of management will use the process of communication to
coordinate the business activities. (Shrivastava & Prasad, 2019)
In this manner, a director who is responsible for completing
the elements of the board will continuously involve the cycles of
correspondence to make it reasonable to facilitate its business
exercises, to decide and execute them, to finish up organization and
participation arrangements, and so on. Correspondence, according
to an administrative perspective, is the cycle by which individuals
are educated and directed to accomplish the best outcomes. To
convey implies not just taking care of your viewpoints and openly
introducing them, yet in addition communicating them in a way that
would catch the consideration of the beneficiary (Beattie and Ellis,
2014)
Correspondence makes conceivable the connection between
individuals from the functioning group. A supervisor ought to be
quick to lay out spans between the individuals from the association,
through cautious and compelling correspondence. Through
correspondence, association exercises scroll accurately. A decent
supervisor will involve correspondence to make it reasonable to
pass on its message receptor precisely as we suspect to get the
normal input at the hour of the commencement of the open cycle.
This multitude of components structures the premise of
correspondence processes, by which people of an association will
want to lay out relational associations, which are the premise of
good administration exercises, both inside and remotely
92
Figure no. 1 The Internal Corporate Communication Process

As an administration device, correspondence plans to lay out
great relational connections, non-fierce and because of the
accomplishment of shared objectives: to expand the degree of
abilities, the need to prepare representatives on the way of evolving
objectives, to take advantage of the fullest of their workforce the
development of types of creation. It looks like a portion of the
variables that could make sense of the goal of expanding the job of
correspondence.
Administrative correspondence should consider various

circumstances:
• a brief and exact detailing of the message to be seen
effectively and in full;
• quick transmission of the message;
• familiarity and confirmation of reversibility of
correspondence;
• utilization of a typical language of the transmitter and
collector working on the correspondence channels;
• guaranteeing adaptability and versatility of the arrangement of
correspondence to be utilized in any circumstance (Burnside-
Lawry, 2011)
Only effective communication can enable the successful

completion of these requirements, which are necessary for
93
conducting tool organization. According to some authors,

communication management is a form of interpersonal leadership, a
tool with which the manager may exercise specific powers:
forecasting, training, organization, coordination, control, and
evaluation. According to these boundaries of communication
management, the manager can arrange tasks more efficiently, he can
communicate more easily with employees, have a starting point in
making decisions, and have a well-developed plan.
Furthermore, managerial communication has a triple role:

• Relational Job: Directors go about as heads of the
association, communicating with peers, subordinates, and
clients from the association and from outside. Particular
examinations notice that supervisors use around 45 % of the
ideal opportunity for correspondence, in conversations with
partners at the equivalent progressive level, 45 % speaking
with workers in their association, and just 10 % of the time,
speaking with bosses.
• Educational Job- By which directors gathered data from
associates’ subordinates, and through different contacts,
attempting to keep themselves informed about whatever could
influence their work and obligation. Additionally, they thusly,
scatter and give significant data.
• The Job of Independent Directors: Directors carry out new
undertakings, and assign assets to people and work
compartments inside the association. A portion of the choices
are taken in private, yet they depend on data that has been
unveiled previously.
Breaking down the three jobs, a typical outcome is gotten, in

particular the significance of correspondence in the association
without which things probably won't work. The absence of
correspondence might create specific issues with accomplishing the
targets of the organization
Representatives are the main asset of the association, and how
they are effectively engaged in achieving the essential goals of the
organization for which they work is significant to get the normal
presentation of top administration (Kandlousi et al. 2010)
94
Figure no. 2 Communication Process Management

Communication Process Management
Inspired and devoted representatives are the fantasy of any
business since they are the ones that increment the efficiency of the
organization, keep a positive workplace and in light of coordinated
effort and cooperation, are faithful to the organization. To put it
plainly, they are the ones who guarantee the drawn-out progress of
the association (Frandsen, Johansen, and Pang, 2013)
Persuading workers, in any case, is certainly not something
simple to get. Inspiration, according to the mental perspective, is the
premise of every individual's way of behaving, both in the circle of
individuals and experts. At the point when we discuss a
representative's way of behaving at work, inspiration has severe
concerning how he sees his job inside the association, with how his
work is valued, both with regards to esteem (the way that he gets
compensation for his work), and the social perspective (how his
work is respected by others) yet in addition with human relations
laid out in the expert region.
Notwithstanding human asset strategies that are carried out in
any association as far as monetary bundles, vocation plans,
preparing projects and expert turn of events, inside correspondence
programs play a vital part in improving the inspiration of
representatives. The clarification is straightforward: various
investigations have shown that, at the worldwide level,
95
extraordinary significance is given to the non-monetary elements,

for example, the connection between proficient life and confidential
life and quality associations with colleagues. Interior
correspondence programs contain progressively more frequently
such factors of non-monetary inspiration. Inward expert
correspondence has been tested throughout the past ten years,
continuously passing from the inside correspondence programs
planned only for the spread of data inside the association, whether
uni-or bi-directional, to projects of inclusion and inspiration of
representatives (Miller, 2012)
In general terms, communication inside a company:

• Makes work fulfilment- Associations that energize a
dispersion of data among seniors and subordinates, as well as
between representatives of similar divisions; a decent
criticism brings just advantages, propels workers to work
better, and causes them to feel significant to the organization;
open correspondence forestalls the event of contentions and
helps to tackle them quickly. At the point when contention is
settled through conversation, workers foster common regard,
which prompts their turn of events, both expertly and by and
by;
• Grows productivity- Effective communication in the
workplace is an important issue for the success or failure
of the organization; managers need to define, to explain
thoroughly the objectives to be accomplished, and
communicate to employees the responsibilities and duties
that have to be met; if the line ahead is clear, the
employees will know exactly what they have to do and
how to focus on that, leading to increased productivity;
• Uses resources more effectively- When problems, crises,
and conflicts arise in an organization, due to the lack of
communication between employees, unnecessary delays in
the daily routine occur; it comes down to a resource leak
and ends up decreasing the overall productivity
96
Figure no. 3 The Positive Engagement Model
As a pioneer or chief in an association, the individual in

control requires making him/her get it, and to send the data to show
up at the recipient in time, to be handled; if it is lost, the
shortcoming will happen at the hierarchical level. Successful
correspondence includes communicating the substance and
expectation of the transmitter to the reception given that the
beneficiary might have perceived the message and that among
collector and transmitter there are sure contrasts. It is
inconsequential utilizing the brain to overwhelm the heart. We act
more based on what we feel rather than on our thought process. On
the off chance that representatives don't keep up with amicable
sentiments among them, close-to-home hindrances will show up.
Correspondence is a question of certainty and acknowledgment of
the thoughts and sensations of others. On the off chance that we
figure out how to leave to the side the soul of misfortune, normal
practices, and misrepresented regard for building their pictures, we
save a ton of energy and time. A huge piece of the dynamic cycle in
the association requires working in groups. Driving gatherings
permit the acquisition of data, data that is expected for effective
administration.
97
In this specific circumstance, assuming that the functioning

party should act to be viable, it requires guaranteeing open
correspondence among members and the obligation rests with the
data stream in the biggest piece of the top of the gathering: the
worry to illuminate the associates in the work and to illuminate
them accurately, the capacity to make conditions for all to have the
option to unreservedly put themselves out there. In this sense,
lenient position correspondence is communicated in a way that
doesn't disrupt the smothering untimely analysis of a contrary view,
yet additionally gives the chance for conversation (Ledbetter, 2014)
This open mentality towards the elements of gathering
conversation is not a natural human capacity, however, going
against the norm, requires satisfactory preparation for the people
who have status and authority obligations. Most issues experienced
during the time spent in correspondence lie in the issues of validity.
Each sees the world through its frameworks of reference affected by
sentiments, convictions, and conduct. Numerous issues of validity
can be settled assuming no less than one of the gatherings
concerned, understands that at the premise there is just an issue of
discernment; the last option should research the matter to
comprehend (King, 2015).
Verbal correspondence is utilized in regular daily existence,
yet additionally in human connections inside an association. Verbal
correspondence is to be treated as a vital piece of each individual's
liability towards individuals around it. Language addresses normal
language however there are other fake dialects, for example, sign-
utilized by almost senseless coding.
Figure no. 4 The Relationship between Types of Managerial

Problems and Managerial Decisions
98
Communication in the language is the one that assists us with

speaking with our kindred people in various conditions: in the
family, at school, among companions, at work, and so forth. How
we use language to make it proficient makes us great
communicators. In connections, correspondence assumes a
particularly significant part. It relies heavily on how we convey the
association's central goal, as a feature of which they can be
accomplished, and we have a fruitful vocation that we pick. No
matter what the work environment, regardless of who is our
fundamental expert band, which assists us with making choices, and
offering viewpoints, thoughts, sentiments, and mentalities thus we
are perceived and appreciated.
To convey thoughts or sentiments, we use sounds and images,
with a by and large acknowledged sense, which are called words.
Successful correspondence requires abilities, and their improvement
requires practice. Needing to communicate both substance and goal,
we are learning the language of rationale and feeling the last option
being by a long shot the most impressive and most spurring impact.
We tune in with our eyes first, and with our heart, and really at that
time with the ears. We try to grasp the goal of correspondence
without bias. Permitting additional time and persistence, attempting
to comprehend and communicate our sincere sentiments, we present
the outlook of beginning to exhibit an unmistakable comprehension
of different perspectives. Correspondence is more a question of trust
and acknowledgment of others, their sentiments and thoughts that
are unique and that, according to their perspective, have a similar
mind (Ruck & Welch, 2012)
According to a hypothetical perspective, inspiration and
execution are two separate ideas. Administrators are intrigued first
about their representatives to achieve the organization's significant
expert goals. It centres on substantial outcomes, quality, and low
expenses. The fruitful culmination of these objectives is the
consequence of a progression of variables, which might include:
exertion, time, and the successful commitment of individuals
The adequacy of the choices relies upon the quality and
commitment of individuals and is accomplished by devotion and
inclusion. The change cycle gives us the valuable chance to utilize
66% of our energy on lessening prohibitive powers and a third on
the main thrusts of development. Since every circumstance is
unique, we need to concentrate on the prohibitive idea of the powers
99
and have a go at transforming a greater amount of these into main

thrusts. Including him and others, a portion of the main impetuses
that as of now exist in ordinary individuals can be viewed here. At
the point when the proposed main impetuses synchronize with the
inward inspirations and driving forces of colleagues, we have a
group that tackles the issues together.
Organizational culture and communication

The way of life where certainty is made by high upstanding
individuals (who make vows to themselves and other people and
keep them), mature (balances boldness and confidence, can
communicate their thoughts and sentiments with fortitude, adjusted
by regard for the thoughts and sensations of others) and with the
mind-set of overflow (we expect that there are an adequate number
of assets for everybody, have a profound appreciation for others and
consider arrangements that address a third option have a limitless
potential). Individuals of character are allowed to associate with
certifiable collaboration and imagination, and in this manner, they
can serenely enter the way of life where there is low certainty. For
the individuals from the group to work, they should have crucial
abilities in correspondence (the capacity to see completely the
others and be perceived by them) and association (the capacity to
plan, act and do) and in settling issues synergic ally (the capacity to
show up at arrangements that address a third other option). A
supervisor can give key courses and vision, can inspire and fabricate
a group because of shared regard, which are corresponding to one
another, whether we are discussing proficiency than execution,
about bearing and results than the techniques, frameworks, and
methods.
100
Figure no. 5 Organizational Culture
Correspondence is a resource accessible to every association

and should be bridled to accomplish the points set out which are
critical. This resource is seen, from one perspective, as a
progression of items, administrations, brands, and execution, part of
regarding the targets of the association and then again even as a
character. Extremely durable contact with the creating association
makes associations: whether you are with your clients, providers,
rivals, representatives, or different crowds, all of which can't exist
without an open potential (Slatten, Göran and Sander, 2011).
Authoritative correspondence can be isolated into two
headings: inside correspondence and outside correspondence. Inside
correspondence recommends that data transmission sets off the
satisfaction, of the staff of those exercises while guaranteeing a
feeling of the workers towards their bond to the targets of the
association. Outside correspondence suggests contacts that have the
object of business through associations with providers, wholesalers,
purchasers, and general assessment, along with the advancement of
these ties
Communication is a social cycle, wherein at least two
gatherings will trade data, comprehend, and impact one another; it is
a basic component for the ideal activity of any human collectivises.
This comprises the transmission, receipt, capacity, handling, and
utilization of data. Correspondence is likewise a practical method of
psycho-social communication of individuals, accomplished through
101
images and implications of the summed up friendly reality, to get

soundness during changes of individual and gathering conduct.
Viable correspondence requires a particular workforce in the field of
correspondence, which manages correspondence of data both inside
and remotely.
Interior correspondence means to send, by crowds, reasonable
messages on which the association wishes to serve in the public eye.
Compelling inward correspondence will positively bring about the
welding of the group working in an amicable connection between
the representative and the business, while it offers everybody the
opportunity to get to know one another, get to realize the
association's targets in working successfully, to work, to effectively
partake in movements of every kind inside the association, to be
more propelled, and so on. As an instrument of inner
correspondence, through which the association illuminates, reminds,
declares projects, strategies, activities, exercises and so on, an
intermittent pamphlet can be utilized, sent through email or on
paper.
Outer correspondence alludes to correspondence in the board
system, which any association applies to impart messages to the
overall population. Any sort of data, discussion, promotion, hand
out, letter, and any type of contact between people or things in your
association and those external is or ought to be essential for the
correspondence system. Outer correspondence considers the
personality of the association, the association's picture, image
character/brand, and coordinated crusades. Through them, the
association/establishment is known and illuminates a large number
of keen data about the exercises and activities embraced (Vidales
Gonzáles, 2011).
Correspondence among managers and representatives will be
more effective if, following a time of 90 days of business; workers
were approached to finish a survey in regards to fulfilment at work.
Then, at that point, these surveys ought to be applied to all
representatives every year, the responses being deciphered by
subject matter experts. One more successful technique for
correspondence and, simultaneously, a method for working on the
exhibition of your representatives and your association's
improvement would be the presence of a program with workers so
that when they have a remark they can certainly go to the business
and examine transparently about any worry.
102
To accomplish the ideal goals, businesses should know that

individuals are less unsurprising and less controlled, and directors
need to work with individuals mentioning more insight, energy, and
experience than work with dead things. In this way, the connection
between worker and boss goes about as an element of most extreme
inspiration for the representative. Bosses should not discard
representative affirmations when required. Everybody needs to be
valued and needs to see that his improvement doesn't stay
inconspicuous, so acknowledgment, ideally in broad daylight, of his
benefits, matters massively. Being valued, the worker will be more
roused, more viable, and more effective, and this requires assets of
time, rather than fundamentally cash.
CONCLUSION
The correspondence cycle in an organization is in this way a
fundamental administration device, a specific intricacy of the
administration framework. The job of correspondence as an
administration instrument is to work with connections between
individuals, to lay out a climate valuable to the inward improvement
of the association.
Chiefs should know that persistence in figuring out how to
impart ought to be the first concern for them, being the primary
expertise that they should procure or refine to get the normal
outcomes set in the organization's goals
REFERENCES
1. Beattie, G. & Ellis, A. (2014). The psychology of language
and communication. London: Psychology Press.
2. Bodie, G. & Crick, N. (2014). Theory of communicative
action. Vol. 1: Reason and the rationalization of society.
Boston, MA: Beacon Press.
3. Burnside-Lawry, J. (2011). The dark side of stakeholder
communication: Stakeholder perceptions of ineffective
organisational listening. Australian Journal of
Communication, 38(1), 147-173, 149.
4. Frandsen, F., Johansen, W. & Pang, A. (2013). From
management consulting to strategic communication: studying
the roles and functions of communication consulting.
International Journal of Strategic Communication, 7(2), 81-
83.
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5. Kandlousi, N.S.A.E., et al. (2010). Organizational citizenship

behaviour in concern of communication satisfaction: The role
of the formal and informal communication. International
Journal of Business and Management, 5(10), 51-61.
6. King, M. (2015). Corporate blogging and micro blogging: An
analysis of dialogue, interactivity and engagement in
organization-public communication through social media,
Corporate Blogging and Micro blogging PhD Thesis. Sydney:
University of Technology.
7. Ledbetter, A.M. (2014). The past and future of technology in
interpersonal communication theory and research.
Communication Studies, 65(4), 456-459.
8. Miller, K. (2012). Organizational Communication:
Approaches and Processes (6th Ed.). Belmont, CA: Thomson-
Wadsworth.
9. Ruck, K. & Welch, M. (2012). Valuing Internal
Communication; Management and Employees Perspectives.
Public Relations Review, 38, 294-302.
10. Slatten, T., Göran, S., & Sander S. (2011). Service Quality
and Turnover Intentions as Perceived by Employees.
Personnel Review, 40(2), 205-221.
11. Vidales Gonzáles, C. (2011). El relativismo teórico en
comunicación. Entre la comunicación como principio
explicativo y la comunicación como disciplina práctica.
Comunicación y sociedad, (16), 11-45
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CHAPTER 10
HEALTHY CHOICE SELECTION: ROLE OF NUTRITIONAL
LABELLING ON CONSUMER PURCHASE DECISIONS
Dr. Vandana Gupta 12, Dr. Sukhvinder Singh 13
INTRODUCTION
L iving a healthy habit and eating clean is a difficult choice and

it requires great determination to achieve as a routine. Poor
eating habits can be a serious public health issue that have
both negative health and economic implications. It turns out that no
matter what region of the world consumers hail from, there is a
strong consensus about how to lose weight. Dieting is the most
popular method among more than three quarters (78%) of global
online respondents, followed closely by engaging in physical
exercise (69%).
As the people are getting busy with their schedule, they forget
to take care of what they are indulging in their body and mind.
People usually due to schedule get habit of eating fast food. It is
said that good food means good body and peaceful mind, bad food
means unhealthy body and stressful mind. That’s why it has made a
trend to bring healthy habits and good diet for successful life-
mentally and spiritually.
Labelling
Labelling is any written, graphic, or electronic
communications on the packaging or on a separate but related label.
Displaying of information about a product on its container,
packaging or the product itself. Core objectives of labelling are
brand identification, providing the relevant information and
promotion. Food products labels are intended for consumer
12Assistant Professor, Amity School of Business, Amity University, Noida,

Uttar Pradesh. [email protected]
13 Assistant Professor, Maharaja Agrasen Institute of Technology,
Department of Management (MBA) GGS IP University, New Delhi,

[email protected]
105
information and also help to identify, promote, inform and offer

suggestions & advice on the use of the products concerned, and
where for example a label is applied over a closure, giving security
as a tamper evident feature. Food labelling might refer to naming an
item or product or the listing of the ingredients. The key objectives
of a food label are to provide information to the consumers, help in
selling the product and to assist the consumer in making comparable
food related choices. As per Food Safety and Standards (Packaging
and Labelling) Regulations 2011 in India every food items needs to
follow rules and regulation for product labelling.
Nutrition facts Label/ Nutrition Information Panel

The nutrition facts label (also known as the nutrition
information panel, and other slight variations) is a label required on
most packaged food in many countries.
Most Nations also release nutrition guides for general
instructive & educational purposes. In some cases, the guides are
based on different dietary targets for various nutrients than the
labels on specific foods.
The Ministry of Health and Family Welfare had, on
September 19, 2008, notified the Prevention of Food
Adulteration (5th Amendment) Rules, 2008, making mandatory for
all the packaged food manufacturers to declare on their product
labels nutritional information and a mark from the F.P.O
or Agmark (Companies that are responsible for checking food
products) to help consumers make informed and right choices while
purchasing. Before this amendment, disclosure of nutritional
information was largely voluntary though many large manufacturers
tend to follow the international practice.
The developing market for packaged food provides both
opportunities and challenges to food processors, importers, food
packagers to respond to consumers’ requirements. Advancements &
innovations in food product development, packaging, and labelling
are becoming key factors for survival across the world. Therefore,
product packaging and labelling have numerous important roles to
play in the emerging market environment.
Some consider food labelling as a tool to promote and protect
public health by providing accurate and relevant nutritional
information so that consumers can make informed dietary choices,
while others see it as an instrument of marketing and product
106
promotion. Several studies indicate that the label can reduce the
information problem between producers and consumers, while also
reducing search costs for consumers.
As per Indian Regulation food product must have

1. Product name and category of food.
2. An ingredient list in descending order of weight
3. Logo of vegetarian and non-vegetarian food.
4. Nutrition fact panel or information which includes energy,
protein, carbohydrate (sugar) and fat.
5. The shelf life (Use by or Best before Date)
6. Storage conditions
7. The name & address of the manufacturer, packer and / or
seller
8. The country of origin (in case of imported foods)
9. The weight
10. Instructions for us
11. Health claims establish a relationship between a food &
disease or medical condition
12. Nutritional claims quickly inform a consumer of nutritional
value of a product for example ‘Low Fat’ or ‘Zero
Cholesterol’
Fast Food
Fast food refers to food which are ready to make and
consume. Fast food and junk food are often used interchangeably.
Many junk foods are fast foods as they are quickly prepared and
served, but not all fast foods are junk foods, especially when
prepared with nutritious material. Fast food culture among the
younger generation is an emerging trend. Restaurants with fast food
are designed to make in less time and more easy way possible. The
menu is kept small and largely structured to reduce the waiting time
in order for consumers to eat and leave quickly. This perspective
examines India's evolving fast-food culture, its effect on kids, and
counteracting strategies. A high in sugar, saturated fat, salt and
calories diet in young generation can lead to early development of
obesity, hypertension, dyslipidemia and impaired glucose tolerance.
During preparation processing and handling contributing to
microbiological contamination, the problems with fast food
consumption in developing countries also include poor hygiene.
107
Fast foods contain high fat and sugar rates that are not only
unhealthy but also addictive, creating a vicious cycle which makes it
difficult for children to choose healthy foods. In commercially
available fast foods, high trans-fat content predisposes children to
the risk of future heart disease. Fast food energy density is more
than twice the daily allowance recommended for children. Easy
intake of food results in a higher percentage of calories from total
fat and saturated fat. In addition, the fast food content of
micronutrients (carotene, vitamin A, vitamin C) is also low. Poor
dietary and exercise habits can result later in life in unhealthy
outcomes.
Poor eating habits are a serious public health issue with
negative health effects as well as economic consequences. Relations
between diet and many diseases such as cardiovascular disease,
cancer, diabetes, and stroke have been demonstrated. Worldwide,
there are more than 1.9 billion people overweight, 600 million of
whom are obese. Encouraging healthy eating and fitness habits can
help the individual as well as society. Young adults ' eating habits
are affected by factors like taste, price, and convenience. During this
time period, behavioural changes also occur, including lower rates
of physical activity and poor nutritional decisions, such as
overeating.
Food Labels
Food labels are an important source of consumer nutrition
information. The goal of nutrition labelling is to inform consumers
of the nutritional characteristics of foods and thus allow them to
adopt healthier dietary schemes. Researchers can, for example, use
nutrition information to compare similar products or different
product categories, assess claims about a product, determine
whether a specific nutrient in a product is high or low, decide how
to change their diet when adding a particular food, or monitor the
quantitative contribution a food makes to an overall diet. Studies
have found that diet and meal planning are the least frequently
reported uses, while the most frequently reported purposes are
activities for product selection, such as assessing the amount of
specific nutrients in a product and comparing products. While
intensity of label use has been studied for specific purposes, little
information is available on the ability of consumers to perform
different label use tasks, particularly with regard to the possible
108
contribution of general cognitive abilities and prior knowledge and

beliefs about food. Nutrition educators and public health
professionals need to know how well consumers can perform
different tasks, as existing skill levels and the distribution of skills
among specific subgroups are both a constraint and an important
starting point for effective education. One of the most important
tools for encouraging healthy eating habits is a food tag. It is
intended to provide customers at the time of purchase with
nutritional information about a food product. In fact, a food label is
an enticing device because while promoting the goal of healthy
eating, consumers remain free to choose from. A brand's success
depends in part on its nutrition labelling. Nutrition labels are one of
the most important sources of information on a food product's
quality. Consumers are drawn to the service. Nutritional and
nutrition statements have become a known means of communicating
the health of foods containing extra or reduced ingredients to
customers. The effectiveness of nutrition labels continues to be
found, as nutritional labelling cannot be fully successful until
customers are taught how to correctly use them and nutritional
claims laws are put into law. To enhance the type of information
given on labels and how consumers use it to make healthy dietary
choices, it is therefore important to establish a relationship between
the awareness, perceptions and use of consumers with regard to
nutrition labels.
Diet fads come and go, and the next one can quickly replace
what's famous one year with another craze. From calorie counting
and macrobiotic diets to liquid protein fasts and low carbohydrate /
high protein plans, weight management solutions have the power
not only to change the waist lines, but also to influence the food
industry.
Health-seeking conduct is described as the action of
individuals perceiving themselves to have a health problem or to be
ill in order to find a suitable remedy. Health finding behaviour data
and health care usage has important policy consequences for the
growth of the health system. People seek assistance on health issues
based on multiple causes and the factors influencing the selection of
sources for care when symptoms occur include socio-cultural
factors, social networks, age and economic status. Access to health
care facilities are also determinants of health seeking behaviour in
terms of treatment costs and health care provider attitude. There are
109
signs that the costs of prescription medications, inadequate access to

facilities and delays in admissions affect the patronage and use of
public health services which increase the use of other forms of
treatment, such as local pharmacies, drug peddlers, herbal
medicines, religious or spiritual care groups and students in health-
related academic disciplines. Ill health is a major event in life that
can cause people to question their existence as it disrupts basic
activities that are essential for a healthy life. Spirituality has been
found to play a critical role in mitigating ill-health pains and
sufferings because the relationship with a transcendent being or
concept can give meaning and purpose to the lives and sufferings of
individuals. Many studies and surveys have shown that spirituality
is important to patient health. Individuals differ in their choice of
sources of treatment depending on the type and perceived sickness
intensity; public health facility accessibility and demographic
features. How people do when they have disease symptoms has
major implications for morbidity and disease progression, as well as
consequences for building a healthy society.
Objective of the study

• To find relation with nutritional label and consumer purchase
decision
• To find consumer knowledge towards nutritional labels
• To find factors influencing to make purchase decision of
foods from retail store
Literature Review
(NIKOLOVA & INMAN, June 8, 2015) stated the scope of
wellbeing and health administrations at the purpose of offer, grocery
store stores join the conflict against point of sale. Be that as it may,
an open inquiry remains the accomplishment of such projects in
advancing more beneficial decisions.They exhibited a theoretical
structure that predicts the impact of such a scoring framework on
nourishment decisions for customers, their affectability to cost and
advancement, just as the directing impact of elements at the class
level. The accompanying four key commitments are made by their
exploration. To begin with, they show that actualizing a
straightforward arrangement of POS nourishment scoring enables
purchasers to settle on more beneficial decisions about nourishment.
They found that shoppers are witching to more beneficial options
110
because of executing a nourishment scoring framework and, in this

way, improving the dietary substance of their buys by a normal of
21.8 percent over the eight item classes. Second, they demonstrated
that the degree of progress in customers ' wholesome substance
varies as an element of shopper class wellbeing with the goal that it
is more noteworthy in more advantageous classifications of things.
Third, they showed that the presentation of a POS sustenance
scoring framework adjusts the viability of two key advertising blend
components, cost and advancement. In particular, customers
become less value touchy and more advancement delicate as a result
of the presentation of the POS nourishment scoring framework.
Fourth, they likewise gave proof to the directing impact of the
classification wellbeing and the variety in nourishment scores over
the classification collection on the adjustments in cost and
advancement affectability Price affectability lessening is higher in
more beneficial classifications with lower dietary scores variety
inside the class, while the ascent in showcasing affectability is
higher in less solid item classes and difference in classifications
with higher sustenance rating.
(James C Hersey) stretched out the criteria to allow the
nourishment marking of the front of the bundle (FOP) is of intrigue.
When can marking plans surface on the commercial center, there is
worry that this assortment of projects might mistake for clients.
Specialists found that, comparative with diagram frameworks,
buyers all the more effectively recognize more advantageous
nourishments utilizing supplement explicit plans. Most explicitly,
explicit highlights of FOP labels, for example, content and
emblematic shading to mean degrees of supplements, enable clients
to pick sound merchandise generally effectively. Analysts
additionally thought that it was progressively hard for shoppers to
get a handle on FOP marks that solitary show numerical
information, for example, the level of GDA or potentially grams.
Training projects will focus on shoppers with low financial status
and high weight records instead of sustenance centered purchasers
for the biggest general wellbeing sway. There is merit in utilizing
rundown images, for example, an image prescribed by the
Committee of the Institute of Medicine since studies have
discovered that synopsis symbols pull in the consideration of
customers and staggered outline symbols can impact buyers to
purchase more beneficial items.
111
(Sameer Deshpande, 2009) explained that poor dietary

patterns are a significant general wellbeing worry with significant
wellbeing and monetary ramifications. Most nourishment
inclinations are set up ahead of schedule, however as individuals
settle on increasingly more self-ruling eating decisions as they go
through pubescence, the change to autonomous living is a
significant occasion during college days. The warmth conviction
model was applied to investigate the marvel of nourishment
determination to anticipate the likelihood of smart dieting among
college understudies.Despite likenesses with prior research, this
examination found no huge consequences for boundaries, viability,
and in this manner the likelihood of eating a sound eating regimen
from nourishment highlights, for example, cost, taste, simplicity of
planning, and comfort. An assortment of projects for social change
could be utilized to advance smart dieting among understudies at
colleges. Since the HBM uncovered some huge sexual orientation
contrasts, people merit customized crusades. The battle will
accentuate the reality of not eating a solid eating routine for
females, while the one focusing on guys would focus on expanding
their resilience discernments. A mindfulness program would be a
significant instrument to use to accomplish these objectives. A mix
of dread (featuring negative impacts among ladies and helplessness
among men) and adequacy may be adequate as far as bids. The
utilization of nourishment marks, another kind of correspondence
just gadget, does, however in a contingent way, impact dietary
propensities. They saw not many endeavors to advance solid eating
routine conduct among undergrads utilizing a social advertising
technique.
(LEVY & FEIN, 1998) stated that nourishment marks are a
significant wellspring of sustenance. Sustenance naming was willful
however required to be uniform start in 1973. Obligatory sustenance
naming for most bundled nourishments was approved by the
Nutrition Labeling and Education Act (NLEA) of 1990,4 and the
NLEA actualizing guidelines, including an amended nourishment
name position, were given in 1993. The target of sustenance naming
is to educate shoppers about the wholesome attributes regarding
nourishments and in this manner empower them to pursue sound
dietary regimens. Studies have discovered that diet and dinner
arranging are the least much of the time announced purposes, while
item choice undertakings, for example, deciding the degree of
112
explicit supplements in an item and looking at items, are the most

often detailed purposes. These investigations recommend that
individuals don't usually utilize the nourishment name for
quantitative dietary administration. Despite the fact that recurrence
of mark use for explicit purposes has been inspected, little data is
accessible about purchasers' capacities to perform different name
use errands, especially as for the presumable commitment of general
psychological capacities and earlier nourishment information and
convictions. Nourishment teachers and general wellbeing experts
need to realize how well shoppers can perform different errands in
light of the fact that current aptitude levels and how abilities are
disseminated among specific subgroups comprise both an
imperative and a significant beginning stage for successful
instruction. In the fall of 1991, the FDA directed a trial investigation
of shopper capacity to utilize diverse sustenance name designs. Four
errands were tried: contrasting two items with discover contrasts in
supplement levels (task 1), making a decision about whether front
board supplement substance cases were valid or false (task 2),
surveying the dietary ramifications of adding an item to an every
day diet (task 3), and evaluating the quantitative commitment of an
item to prescribed day by day admission levels (task 4). To
encourage correlations between undertakings, we figured the
percent exact and off base for each errand and assignment part. We
utilized a general direct model (GLM) relapse of undertaking
execution to appraise the impacts of the individual factors on the
four execution scores (COM-PARE, NUTRICLAIM,
BALANCEDIET, and DIET-MATH), controlling for the impacts of
the test factors (preliminary, item, arrangement, and city) and the
other individual factors (sex, age, race, training, wellbeing status,
and revealed name perusing). Be that as it may, we present just the
unadjusted methods (i.e., with no different factors controlled) on the
grounds that not many contrasts in results happened between the
balanced and unadjusted insights, and the unadjusted are both more
obvious and bound to apply to target gatherings characterized for
shopper instruction. With the end goal of nourishment training, the
nourishment mark gives off an impression of being a decent
instrument for making item choices and con-firming (i.e., helping
individuals to remember) mainstream sustenance convictions.
Subjects effectively contrasted two items with discover supplement
level contrasts, perceived that genuine supplement substance cases
113
were valid, and drew dietary ramifications about an item that were
predictable with famous dietary suggestions. Be that as it may, the
nourishment name is a deficient instrument for helping individuals
to plan diets, and it is probably not going to contribute independent
from anyone else to a superior or progressively basic
comprehension of sustenance standards. Subjects were not truly
adept at utilizing the nourishment mark to cause scientific counts, to
assess false claims, or draw dietary ramifications about an item that
were conflicting with well known suggestions. The discoveries on
shopper capacities to pass judgment on single items are reliable with
past research. Studies led in Britain and New Zealand with
gram/milligram statements found that customers were preferred
ready to contrast items over with make decisions about a solitary
nourishment and that numerous purchasers were not ready to judge
precisely the supplement level of a solitary item.
(M. O. Afolabi, 2013) Dietary mark is proposed to advise
client the accessible decisions and to invigorate the utilization and
generation of sound item. Wholesome mark can influence the
customers' acquiring conduct fundamentally on the grounds that a
few confirmations uncover that the arrangement of sustenance data
may enable shoppers to switch utilization away from 'unfortunate'
items in those nourishment classes toward 'solid' items all the more
effectively. It additionally enables shoppers to make an educated
judgment regarding an item's general worth.
(Lisa A Sutherland, 2010) Customers are progressively
mindful about nourishment and its connection to wellbeing, with 6
of every 10 people expressing that diet and sustenance are
imperative to them. In a recent report looking at shopper patterns for
nourishment and wellbeing, respondents expressed that taste (89%)
and sustenance (71%) were the 2 most significant components when
settling on nourishment decisions, yet other than expanding foods
grown from the ground admission, no other significant dietary
changes were accounted for. Truth be told, 7 of 10 respondents
identiﬁed their eating routine as waiting be "to some degree" to "a
great deal" more beneficial.
(SRIVASTAVA, July 2015) identified the reasons for usage
and non-usage of food labels among consumers, to explore which
attributes of food labels are marked important by consumers and
also to explore whether the food label determines what food to buy
or not. From the study it was understood that the effective use of
114
food labels entails consumer skills such as the ability to read,

interpret and evaluate the information on the label. Subsequently,
such skills would facilitate consumer’s understanding of the
information and, therefore, also assists them in making food
choices. Consumers are becoming aware of the vital relation
between diet, health and disease. They want detailed, precise and
reliable information regarding the foods they consume. Food labels
provide this information to them. As a result, reading and
understanding of these food labels is an important part of the
consumption process.
(SARAH CAMPOS, 2010) reviewed research on consumer
use and understanding of nutrition labels, as well as the impact of
labelling on dietary habits. Nutrition labels on pre-packaged foods
items are among the most important sources that provide nutrition
information. Nutrition labels are considered as a highly credible
source of information and lots of consumers use nutrition labels to
guide their choice of food products. Evidence also indicates a
consistent link between the use of nutrition labels and healthier
diets. However, the use of labels varies significantly across
subgroups, with lower use among kids, adolescents and older adults
who are obese. Research also highlights challenges in terms of
shopper understanding and applicable use of labelling information.
(Dimara Efthalia & Skuras Dimitris, 2005) examined the
range of information consumers seek on labels of quality products
and to examine whether quality of information demanded segregates
the market-creating segments to be targeted by firms. The study
records the type of informational labeling sought by consumers as
well as crucial factors influencing their consuming attitude &
behavior. Informational labeling linking product to place ranks top
among a wide set of information sought on labels. A Poisson count
knowledge model reveals that consumers’ disposition to amass
information from labels is influenced by numerous socio-economic
characteristics.
(A.Ariyawardana) identified the market for nutritional
labelling and also the factors that influence the consumer
willingness to pay for nutritional labelling. Findings suggest
individuals with tertiary education, people with special dietary
status and households with less than four members were willing to
shell out more money for the nutritional labels. Thus we can say that
level of education, gender and special dietary status have a
115
significant positive effect and the household size has a significant

negative effect on the willingness to pay for nutrition information.
Accordingly, it could be said that incorporation of a nutritional
panel in the package would enhance the demand for food products
and it would be a great strategic task for the local food processors.
(MADHUBALAN VISWANATHAN) explored low-literate
consumers using nutritional labels on packages and also the ways in
which such usage can be facilitated. Also, this study threw light
regarding the consequences of graphic versus non graphic formats
on usage of nutrition information by consumers with totally
different levels of literacy. Findings suggested that literacy level has
a major role to play on consumers’ ability to process and interpret
the Nutrition Facts panel. Also consumers with lower levels of
literacy appear to benefit more from graphic presentations than
consumers with higher levels of literacy.
(MR. RAJIV VYAS1, August 2016) explored various
aspects of consumer behaviour on buying of packaged food items.
This study also finds out the factors which are utmost important
while purchasing packaged food items. The study also examines the
relationship between the factors brought out and factors like age,
annual income, size of family, profession, education etc. To find out
is there any association between factor and buying behaviour of
branded food items. It is concluded that Age and income of the
respondent ‘s effect their buying behaviour. It is suggested that
Branded products must be available at the local retail shop at low
price and Campaign to educate consumer regarding consumer right
and Consumer forum must be expedited.
(Ooijen Van Iris, 2015) stated the atypical packaging affects
the persuasive impact of other food information. Also to know
whether atypical packaging enhances processing of product
information, affecting product claim recall and product evaluation in
turn. The other objective is to identify how atypical packaging may
affect the evaluation of food products that are presented with so-
called weak product claims. Findings shows that atypical shaped
packaging design enhanced cognitive processing, which in turn
decreased the persuasive impact of weak claims on willingness to
pay, and increased the persuasive impact of strong product claims
on quality judgment. Furthermore, product knowledge improved
when packaging design was atypical, through increased processing.
116
(Navga Rodolfo M, 1998) analysed the impact of socio -

demographic and nutrition/ Health related factors on consumers’ use
of nutritional labels while food shopping and at home and also when
comparing nutrients of the different brands of the same food.
Findings suggest that individuals who place greater importance on
dietary guidelines are more likely to use nutritional labels while
shopping, at home or when comparing brands.
(R.J.LENAHAN, 2014) discovered the form of nutritional
information more useful to consumers. Also to identify the rate of
perception, understanding and use of nutritional labels. Findings
suggested that consumers look for fat contents, protein and
carbohydrates composition in a food product. Study also reveal
some consumers particularly look for various marks ( Red mark and
green mark), country of origin information because of their
religious beliefs and this is the prominent factor which affect their
purchase decision.
(ELIZABETH KEMPEN) undertook the study to determine
why food labels were read by label reading consumers and how can
these labels influence their buying behaviour. Findings suggested
that the participants read food labels to explore the nutritional value,
personal benefits, health related issues and product quality. Various
purchasing influences were also highlighted, suggesting that
consumers are in some cases motivated by food labels to purchase a
product, or may be unresponsive to the label or indifferent by being
aware of the information but not reluctant to buy a product that does
not indicate essential information. Several indirect consideration
factors such as situational factors (e.g.family), extrinsic (e.g. price)
and intrinsic (e.g. taste) may contribute to the purchasing behaviour
of some consumers
Research Methodology
Research Design-
The research design under taken for this study is causal
because the study is based on the effect of nutritional information
labels and healthy habits between the dependent variable that is
taste of food, price of the product, nutrients in a food and
availability of product; and independent variable that is nutrition
labels provided in a product.
117
Sample Design-
A random sampling method has been used for collection of
data. As in this method of collecting data, every member of a group
has an equal and independent chance of being selected.
Sample size-
The sample size of the study is 90 respondents.
Sample Frame-
Noida
Data collection-
Both primary and secondary data is used.
• Primary Data: The primary data is collected from the
respondents by administering a structured, open and closed
ended questionnaire and also through observations, interviews
and discussion with employees.
• Secondary Data: Apart from primary data the secondary data
is collected through Research books, Journals, websites, etc.
Research software used-

IBM SPSS 23
Analysis
Study 1- To find relation with nutritional label and consumer
buying decision
Table 1
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Understand nutrition
information labels * 90 100.0% 0 0.0% 90 100.0%
tastes of food
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Understand nutrition information labels * tastes of food Crosstabulation

Count
Tastes of food
a little moderately very
important important important important Total
Understand mostly 0 2 3 1 6
nutrition in part 1 15 24 29 69
information not at
labels 0 4 5 6 15
all
Total 1 21 32 36 90
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 1.980a 6 .922
Likelihood Ratio 2.367 6 .883
Linear-by-Linear Association .216 1 .642
N of Valid Cases 90
a. 7 cells (58.3%) have expected count less than 5. The minimum expected
count is .07.
• The value of the test statistic is 1.980.

• The footnote for this statistic pertains to the expected cell
count assumption (i.e., expected cell counts are all greater
than 5): no cells had an expected count less than 5, so this
assumption was met.
• The corresponding p-value of the test statistic is p = 0.922
• Since the p-value is greater than our chosen significance level
(α = 0.05), we do not reject the null hypothesis. This tells us
that there is no statistically significant association between
nutrition labels and taste of food.
Table 2
Cases
Valid Missing Total
available in shops
119
Understand nutrition information labels * available in shops

Crosstabulation
Count
Available in shops
moderately very
important important important Total
Understand nutrition mostly 0 4 2 6
information labels in part 12 35 22 69
not at all 2 8 5 15
Total 14 47 29 90
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
N of Valid Cases 90
count is .93.

assumption was met.
nutrition labels and availability of food.
Table 3
Cases
Valid Missing Total
good value of money
120
Understand nutrition information labels * good value of money

Crosstabulation
Count
Good value of money
information not at
labels 0 3 7 5 15
all
Total 3 16 42 29 90
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
N of Valid Cases 90
count is .20.

assumption was met.
nutrition labels and good price of food.
Table 4
Cases
Valid Missing Total
high in fibre
121
Understand nutrition information labels * high in fibre Crosstabulation

Count
High in fibre
information labels not at
1 6 7 1 15
all
Total 3 25 38 24 90
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Linear-by-Linear Association 3.903 1 .048
N of Valid Cases 90
count is .20.

assumption was met.
nutrition labels and high fiber in a product.
Study 2- To find the healthy habits adopted by people
Cases
Valid Missing Total
Age * Action to lose
90 100.0% 0 0.0% 90 100.0%
weight
Age * changing diet
90 100.0% 0 0.0% 90 100.0%
to lose weight
122

Cases
Valid Missing Total
Gender * Action to
90 100.0% 0 0.0% 90 100.0%
lose weight
Gender * changing
90 100.0% 0 0.0% 90 100.0%
diet to lose weight
Table 1
Crosstab
Count
Action to lose weight
taking
medicine
Doing prescribede
physical Changing taking diet by my
exercise my diet pills/bars/shakes doctor Total
Age Under 18 5 5 0 1 11
18-24 11 14 5 2 32
25-34 5 10 7 0 22
35 and
6 16 1 2 25
above
Total 27 45 13 5 90
Chi-Square Tests
Asymptotic
Significance (2-
Value Df sided)
a
Pearson Chi-Square 13.006 9 .162
N of Valid Cases 90
count is .61.
assumption was met.
123
Since the p-value is greater than our chosen significance level

(α = 0.05), we do not reject the null hypothesis.
Table 2 Crosstab
Count
Changing diet to lose weight
eating
the same
eating but eating
cutting cutting more having less
down on down on fresh smaller processed following
fats sugar foods portions food diet plan Total
Age Under
1 5 2 3 0 0 11
18
18-24 2 12 7 6 5 0 32
25-34 4 7 3 4 2 2 22
35 and
2 6 9 5 2 1 25
above
Total 9 30 21 18 9 3 90
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
N of Valid Cases 90
count is .37.
assumption was met.
changing diet to lose weight and age. Everyone is concerned
to be fit and have become conscious to live a healthy lifestyle.
124
Table 3
Crosstab
Count
Action to lose weight
taking
medicine
Doing prescribed
physical Changing taking diet by my
exercise my diet pills/bars/shakes doctor Total
Gender Male 6 8 1 0 15
Female 21 37 12 5 75
Total 27 45 13 5 90
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
N of Valid Cases 90
count is .83.

assumption was met.
action to lose weight and gender. Equally men and females
are conscious to be fit.
125
Table 4
Crosstab
Count
Changing diet to lose weight
eating
the same
eating but eating
cutting cutting more having less
down on down on fresh smaller processed following
fats sugar foods portions food diet plan Total
Gender Male 1 4 5 3 2 0 15
Female 8 26 16 15 7 3 75
Total 9 30 21 18 9 3 90
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
N of Valid Cases 90
count is .50.

assumption was met.
changing diet to lose weight and gender. Men and female both
are watchful in including healthy diet and to neglect sugary
and processed foods.
126
Study 3- To find consumer knowledge towards nutritional labels

Table 1
Crosstab
Count
Read nutrition info in restaurant
almost
always usually sometimes rarely never Total
Gender Male 0 4 4 6 1 15
Female 1 20 25 20 9 75
Total 1 24 29 26 10 90
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
N of Valid Cases 90
count is .17.

assumption was met.
Since the p-value is greater than our chosen significance level (α =
0.05), we do not reject the null hypothesis. This tells us that there is
no statistically significant association between reading nutrition
information in restaurant and gender. Everyone is concerned to be
fit and have become conscious to live a healthy lifestyle.
Table 2
Crosstab
Count
Research nutrional value of foods and brands
often Sometimes rarely never 5.00 Total
Gender Male 2 5 7 1 0 15
Female 10 34 19 10 2 75
Total 12 39 26 11 2 90
127
Crosstab
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
Linear-by-Linear Association .000 1 1.000
N of Valid Cases 90
count is .33.

assumption was met.
no statistically significant association between research nutritional
value of foods and food brands and gender. Both men and women
try to do some research about the foods which are healthy for them
to consume and which brands to be trusted.
Table 3
Crosstab
Count
Read nutrition info in restaurant
almost
always usually sometimes rarely never Total
Age Under 18 0 3 3 3 2 11
18-24 1 8 11 7 5 32
25-34 0 7 8 5 2 22
35 and
0 6 7 11 1 25
above
Total 1 24 29 26 10 90
128
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
N of Valid Cases 90
a. 7 cells (58.3%) have expected count less than 5. The minimum expected count is .73.
assumption was met.
no statistically significant association between reading nutritional
information in restaurant and age. All age groups are concerned to
be fit and to live a healthy lifestyle.
Table 4
Crosstab
Count
Research nutrional value of foods and brands
often sometimes rarely never 5.00 Total
Age Under 18 1 4 6 0 0 11
18-24 7 15 5 4 1 32
25-34 1 13 6 2 0 22
35 and
3 7 9 5 1 25
above
Total 12 39 26 11 2 90
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
N of Valid Cases 90
count is .24.
129

assumption was met.

no statistically significant association between research nutrition
information on food brands and age. People want to get knowledge
on foods which they are eating and whether they are benefiting their
health.
Study 4- To find factors influencing to make purchase decision

of foods from retail store
Table 1
Cases
Valid Missing Total
buyfood *
90 100.0% 0 0.0% 90 100.0%
Gender
buyfood * Age 90 100.0% 0 0.0% 90 100.0%
buyfood * Gender
Crosstab
Count
Gender
Male Female Total
buyfood not expensive 10 52 62
tastes good 3 11 14
attractive packaging 1 7 8
necessary proteins and
1 5 6
vitamins
Total 15 75 90
130
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square .341a 3 .952
Likelihood Ratio .334 3 .953
Linear-by-Linear Association .000 1 1.000
N of Valid Cases 90
a. 3 cells (37.5%) have expected count less than 5. The minimum expected count is 1.00.
• The value of the test statistic is .341.

assumption was met.
This represent people buy food items because of different factors
like price, taste, attractive packaging and providing necessary
nutrients. Men and women are more concerned with price factor as
compared to other factors.
buyfood * Age
Crosstab
Count
Age
Under 35 and
18 18-24 25-34 above Total
buyfood not expensive 7 24 14 17 62
tastes good 3 4 3 4 14
attractive packaging 0 2 4 2 8
necessary proteins
1 2 1 2 6
and vitamins
Total 11 32 22 25 90
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
N of Valid Cases 90
a. 12 cells (75.0%) have expected count less than 5. The minimum expected count is
.73.
131
o The value of the test statistic is 5.235.

assumption was met.
• As mentions in the chart many in the age group of 25-34 are
concerned with price and taste. These help to make purchase a
food item in any supermarket.
FINDINGS
• Most of the consumers get influenced with many factors for
making food choices. The factors are price, taste, convenience
and nutrients included in the food. As per the research, price
and taste matter the most when making a choice for food and
has always been the most important consideration before
buying any product.
• People understand nutrition labels moderately.
• Consumers also want convenience to be able to shop for their
preferred food choice.
• Consumers need foods which satisfy their health, their taste
and their budget. They need good value of money if
purchased any specific brand food item.
• Consumers give importance to include high in fibre in their
diet and have healthy eating lifestyle.
LIMITATION
• Respondents were not ready to give the information.
• Sample size is too small and not true representative of the
population. As per provisional data of 2011 census, Noida
have a population of 642,381 and our sample size is 90.
• Different factors might assume greater importance in other
cultures, in societies that produce most of their own food, or
in populations exposed to an unpredictable food supply
CONCLUSION
Nutritional label can simplify the entire concept of healthy
diet because it helps the customers to keep track on the intake
nutrients such as the amount of fat and sugar, sodium and fiber,
132
protein and carbohydrates. It also helps consumers to make an

informed judgement of a product's overall value. Customer is
concerned not only on the appearance of the products but also on
the nutritional information in the packaged food sold at retail
outlets. By providing a nutritional label, it will assist the customer in
making healthier choice.
REFERENCES
1. A.Ariyawardana, P. a. (n.d.). Impact of nutritional labelling
on consumer buying behaviour . Vol. 5, No.1, 2003.
2. David Ruggeri, R. S. (2016). Impact of Point of Sale
Nutritional Information and Dietary and Exercise Habits of
College Students in Missouri . Journal of Food and Nutrition
Research, Vol. 4, 195-200.
3. Dimara Efthalia & Skuras Dimitris, D. (2005). Consumer
demand for informative labeling of quality food and drink
products: a European Union case study.
4. ELIZABETH KEMPEN, M. B. (n.d.). An exploration of the
influence of food labels on South African consumers'
purchasing behaviour.
5. James C Hersey, K. C. (n.d.). Eﬀectsoffront-of-
packageandshelfnutritionlabelingsystems onconsumers.
Nutrition Reviews, Vol. 71, 1-14.
6. Lazaridis, A. C. (2005). Nutrition knowledge and consumer
use of nutritional food labels. European Review of
Agricultural Economics, Vol 32, 93-118.
7. LEVY, A. S., & FEIN, S. B. (1998). Consumers' Ability to
Perform Tasks Using Nutrition Labels. Journal of Nutrition
Educatio, Volume 30 Number 4.
8. Lisa A Sutherland, L. A. (2010). Guiding Stars: the effect of a
nutrition navigation program on consumer purchases at the
supermarke.
9. M. O. Afolabi, V. O. (2013). Health-seeking behaviour and
student perception of health care services in a university
community in Nigeria. Health 5, 817-824.
10. MADHUBALAN VISWANATHAN, M. H. (n.d.).
Understanding and facilitating the usage of Nutritional Labels
by low-literate consumers.
133
11. MR. RAJIV VYAS1, D. J. (August 2016). a study on

consumer behaviour towards selected branded food items.
Vol. 18, issue 8.
12. Navga Rodolfo M, J. L. (1998). consumers' use of nutritional
labels while food shopping and at home. Vol. 32, no.1.
13. NIKOLOVA, H. D., & INMAN, J. J. (June 8, 2015). Healthy
Choice: The Effect of Simplified POS Nutritional Information
on Consumer Food Choice Behavior. Paper No. 1-051.
14. Norhidayah Azman, S. Z. (2014). Nutritional Label and
Consumer Buying Decision: A Preliminary Review. Procedia
- Social and Behavioral Sciences 130 , 490-498.
15. Ooijen Van Iris, F. L. (2015). Atypical food packaging affects
the persuasive impact of product claims.
16. PETER WILLIAMS, *. A. (2003). A case study of sodium
reduction in breakfast cereals and the impact of the Pick the
Tick food information program in Australia. HEALTH
PROMOTION INTERNATIONA, Vol. 18, No. 1.
17. R.J.LENAHAN, J. T. (2014). consumer reactio to Nutritional
Information on food product labels. Cornell Univ., Vol. 2.
18. Sameer Deshpande, M. D. (2009). Factors Influencing
Healthy Eating Habits Among College Students: An
Application of the Health Belief Mode. Health Marketing
Quarterly, 145-164.
19. SARAH CAMPOS, J. D. (2010). Nutrition labels on pre-
packaged foods: a systematic review.
20. SRIVASTAVA, D. A. (July 2015). Effect of food label
information on consumers purchase decision. Vol-1 No. 11.
21. WERTENBROCh, R. D. (FEBRUARY 2012). Self-Signaling
and the Costs and Benefits of Temptation in Consumer
Choice. JOURNAL OF MARKETING RESEARCH, 15-25.
134
CHAPTER 11
GREEN FINANCE: A CONCEPTUAL FRAMEWORK
Sheenam 14
ABSTRACT
This article will focus on what green financing is and provide
examples of green financing instruments. And talk about the major
obstacles to green financing becoming mainstream, and also looked
at examples of innovative solutions for overcoming the challenges
of green financing. A conceptual framework on a much important
topic of green finance is provided in this article. This will be helpful
to the researchers to understand the topic and can also be useful in
other future research.
KEYWORDS: sustainable development, green finance, green

financing, sustainable finance.
INTRODUCTION
G
reen finance has the ability to change both the worlds of
sustainability and finance. It came first in front of the world
in 2012 at the UNCSD meeting in Rio de Janeiro. Green
finance refers to any structured financial activity - a product or
service - designed to achieve a better environmental outcome. It
includes a variety of loans, debt mechanisms, and investments used
to promote the development of green projects or to reduce the
environmental impact of more conventional projects. Or a
combination of the two.
Green finance is a broad term that refers to financial
investments in sustainable development programs and initiatives,
environmental products, and policies that promote the growth of a
more sustainable economy (Lindenberg, 2014).
14 Research Scholar, Mittal School of Business, Lovely Professional

University, Jalandhar, Punjab, 144411, India, Email: sheenamlohan@yaho
o.com, Orchid id: 0000-0001-6990-8875
135
Green Finance symbolizes the banking sector's future by

utilizing innovative financial frameworks and promoting
investments in projects with favorable and long-term externalities
(Sachs et al., 2019). It is significant because it encourages and
upholds the flow of financial mechanisms and based parts towards
the development and execution of long-term business models,
savings, trade, economic, environmental, and social projects, and
policies. The financial sector plays a critical role in advancing
sustainable economic development and directing investment to the
real economy into its intermediary processes and risk management.
DISCUSSION
Furthermore, utilizing the lessons learned from the global
financial crisis of 2006-2009, the effects of global warming and the
need for more sustainable practices, Green Finance Initiatives have
been discussing the 2030 Sustainable Development Goals (SDG)
Agenda by emphasizing the shift of focus from shareholder value
creation (economic) to stakeholder value creation (economic,
environmental and social) (Berrou et al., 2019).
In reality, green finance is a subset of sustainable finance. The
United Nations Environment Programme provides the most widely
accepted definition, “Green financing aims to raise the number of
financial flows from the private, public, and non-profit sectors to
eco-friendly development priorities”. Their goals are to manage
environmental risk, pursue opportunities that benefit the
environment, and generate a reasonable rate of financial return.
Green financing instruments include green bonds, green banks,
carbon financing, and community-based green funds (Figure 1).
Figure 1: Goal of green finance
136
MAJOR OBSTACLES:
There are many obstacles to green financing becoming the
mainstream, major ones are discussed below:
TECHNOLOGY RISKS:
Green projects come with several technological risks. Solar
panels, for example, have storage and weather dependency issues,
making it difficult for financial institutions to assess the financial
risks associated with these types of green projects.
INSUFFICIENT INFORMATION:
Another issue is a lack of information; because many
governments and businesses do not openly share their
environmental performance and progress, there is little information
available on the successes and failures of green projects. This makes
identifying, pricing and managing financial and environmental risk
difficult for financial institutions.
MATURITY MISMATCH:
Then there's the problem of maturity mismatch. Many green
infrastructure projects pay off only over time, but the financial
system is dominated by short to medium-term investments, resulting
in a maturity mismatch. This is much more common in banks
because deposits account for a large portion of their resources.
Deposits are typically used for short-term to medium-term
investments. because most people who deposit money in banks want
their money back within one to five years.
LACK OF POLICY FRAMEWORKS:

Finally, there are no reliable green financial policy
frameworks; many policy frameworks do not currently provide
incentives for financial institutions to invest in green projects. All of
this is made more difficult by the fact that many policy frameworks
continue to provide fossil fuel subsidies.
SOLUTIONS:
There are numerous solutions, but here are some of the most
widely accepted (Figure 2). The most common solution for
addressing technological risks is to simply invest more resources in
137
researching, developing, and improving green technologies (Ozili,

2022).
Another option is to prioritize funding for small and medium-
sized green projects. This lowers the cost of individual failure and
allows green projects to be implemented more frequently.
Figure 2: Solutions
To address insufficient information, businesses and

governments should disclose more information about the success
and failure of their green projects. Not only will this help reduce
financial risk, but it will also reduce the likelihood of repeating
mistakes or wasting resources reinventing the wheel. To assist with
this, platforms such as the Green Finance Platform, which has a
global network of countries, organizations, and experts looking to
address knowledge gaps in green finance, are available.
Moving on to the maturity mismatch issue, research indicates
that insurance companies and pension funds can aid in the scaling
up of green investments. Unlike bank deposits, these funds prioritize
medium to long-term investments. Many people who invest in
pension funds do not expect a financial return for at least a few
decades. Furthermore, for every dollar invested in clean energy
today, three dollars in future fuel savings could be generated by
2050.
Finally, central banks and governments must collaborate to
develop dependable green financial policy frameworks. Because
central banks have regulatory oversight of money credit and the
financial system, they can easily understand the risks associated
with various green investment models and projects. This
information can be used by central banks to assist the government in
138
developing a green financial policy framework. That is appropriate

for their city or country.
CONCLUSION
The purpose of the present article is to present a conceptual
framework for green finance. Here in this article, we discussed the
concept of green finance and its goal for the society and
environment. And we also explained some major obstacles to green
financing and also discuss their solutions. Green finance is really
important for the environment. There are many policies related to
this, and work related to this is going on, which will be very helpful
for our environment and society.
REFERENCES
1. Lindenberg, N. (2014). Definition of green finance.
2. Berrou, R., Dessertine, P., & Migliorelli, M. (2019). An
overview of green finance. The rise of green finance in
Europe: opportunities and challenges for issuers, investors
and marketplaces, 3-29.
3. Sachs, J. D., Woo, W. T., Yoshino, N., & Taghizadeh-Hesary,
F. (2019). Why is green finance important?.
4. Ozili, P. K. (2022). Green finance research around the world:
a review of literature. International Journal of Green
Economics, 16(1), 56-75.
139
CHAPTER 12
AN OVERVIEW OF UNORGANIZED SECTOR AND ITS
CONTRIBUTION TO INDIAN ECONOMY
Rujuta Milind Joshi 15
Abstract
The study of unorganised sectors in India's economy concluded that
their percentage of the Indian economy would eventually decline if
they were regulated to resemble the average official sector. The
scrutiny of the unorganized sector's workers, their socio-economic
condition, life challenges and future prospects of the unorganized
sector through this overview-study. Various types of literature,
reports, news articles are reviewed to gather the information and
form the understanding over the subject while using review method
to prepare the article.
Keywords: Unorganized sector, Informal sector, Indian economy,

Economic growth
INTRODUCTION:
D uring the first shutdown in 2020, six garment factories in

Tirupur (Tamil Nadu), which supplied bread to about 200
workers, were closed down and locked off because the area
had become a hotspot for the spread of Covid-19 pandemic. The
textile sector in Karnataka, which employs between six and eight
lakh people, also faced the issue of shutting down during the
lockdown time, leaving its workers vulnerable out of fear of losing
their jobs (Shrivastava, 2021).
Thousands of these people in the unorganised sector are
affected by the crisis of losing their jobs, which leads to
homelessness, a lack of access to healthcare, and a lack of good
education. They have contributed to India's informal economy,
which employs over 60% employees from the unorganised sector
15Affiliation: Asst. Professor, D.U.B. Senior Science College, Dapoli,

Contact: 9405923529 | e-mail ID: [email protected]
140
and contributes roughly 40% of the country's GDP (Kumar, 2020).

Because it is not included in India's Gross National Product (GNP),
the unorganised sector's economic activities are neither regulated by
the government nor subject to taxation. Every area of the rising
Indian economy has seen the presence of unorganised sector
workers, whether they are working on their own dime, operating
their own businesses, working as contract workers, working from
home, etc.
Without adequate social protection, employees in the
unorganised sector are negatively impacted. When compared to the
organized sector, this industry employs a fairly large number of
people. The government is doing the right thing by increasing the
amount of money allocated for the advancement of this industry, but
the facts show that there are still many issues that need to be
addressed, including the unorganised sector, bound and child labor,
poor salaries, health issues, and the improvement of labor safety and
welfare. Through this paper, the study of overview of the present
conditions of unorganized sector in India is undertaken to scrutinize
the same while understanding the future repercussions of it
attributing in India’s economic development.
Overview of unorganized sector in India (Review):

In 1971, British economist Keith Hart invented the term
"unorganised sector," which has since grown to be a dynamic and
active sector, accounting for an increasing share of economic
activity in emerging nations. Numerous studies have concentrated
their analyses on the influence on the Indian economy. Studies have
shown that the unorganised sector's portion of the NDP from 1980–
1981 to 1994–1995 as well as the share of each of its various
subsectors. They discovered that although the unorganised sector's
proportion of the Net Domestic Product has been steadily dropping
over time, it still contributes significantly (over 60%) to the three
consumer goods industries. In the context of India, the phrases
unorganised or informal sector are frequently used interchangeably.
Enterprises that are owned and operated by employees on their own
accounts or disorganized businesses that hire employees make up
the unorganised sector. They are essentially partnerships and
proprietary businesses.
Unregistered businesses that do not offer their employees
social security are considered to be part of the informal economy.
141
Informality has decreased in many emerging nations, including

India, although at a very slow rate. It is particularly noticeable in
urban squalor, poverty, and unemployment. Despite experiencing
remarkable economic expansion over the past twenty years, 90% of
Indian employees are still employed in informal sectors, accounting
for nearly half of the country's GDP (GDP). According to official
Periodic Labor Force Survey (PLFS) data, 75% of informal workers
are self-employed or paid on a casual basis, earning on average less
than regular salaried employees. When the official definition of
India and the commonly accepted ILO definition are combined,
there are only 9.7% of Indian formal workers (Govindaraj et al.,
2019).
Non-corporate organizations involving the sectors like
construction, transport, manufacturing, trade, hospitality, business
and other such services which are majorly responsible for
employment of informal sector workers. The vital portion of Indian
economy in context of the savings, investment, value addition, etc.
is constituted by the non-corporates and unincorporated (popularly
known as Bhagidari) organizations. The data shows that 12%-14%
of the GDP share comes from corporate sector while the same
coming out of unincorporates is approximately 30%. Even in case of
manufacturing activities in the Indian economy, non-corporate
sector involving unregistered manufacturing group as well as the
partnership proprietorship groups contributes up to 40% in the
national income (Baruah, 2017)
India's leadership takes great satisfaction in the notion that it
is one of the world's major economies with one of the quickest rates
of growth, yet the country is actually in a fairly precarious situation.
Despite the strong economic growth, which has been averaging over
7% annually for more than ten years, income disparity is still
growing, as well as the rate at which nationwide poverty is
decreasing is not keeping pace with GDP growth. These differences
result from the poorest segments of the population being barred
from the organized process of production, which prevents them
from sharing in the benefits of the country's GDP growth. India's
persistent poverty is caused by a sizable unorganised sector in
addition to a lack of economic activity.
Only 50% of Indians were employed in the labor force in
2018, and 81% of them worked in the informal sector, sometimes
referred to as the unorganised sector or the shadow economy.
142
Although the unorganised sector has been progressively decreasing

in size (it made up 86% of the population in 2005), the proportion of
workers from the unorganised sector who work in the organized
sector (as contract or casual employees) has been increasing. When
this is taken into consideration, the percentage of non-wage workers
in the labor force as a whole is approximately 92% (ET, 2019).
Even though the informal sector is credited with hiring vast
numbers of employees who would otherwise go unemployed due to
a lack of chances in the formal sector, the respite it offers is harmful
to the nation's development. India's unequal status quo is maintained
by the informal sector of the economy, which is also chargeable for
escalating the widening gap in living standards among the populace.
According to statistics released by Credit Suisse in 2018, the
wealthiest 10% of Indians hold almost 80% of the nation's wealth,
while the 60% of people who are less fortunate own less than 5%.
The eradication of poverty is hampered by inequality, which also
causes social stratification and increases crime (Chakravarty, 2018).
Labor-intensive businesses make up the informal sector. The
majority of the labor force in unorganised economic activities is
made up of low-skilled laborer who are willing to work for pitiful
salaries in order to meet their basic needs. Workers employed by
unorganised businesses are not guaranteed either job security or
social protection because these businesses operate outside the
purview of corporate law. Due to the enormous size of the country's
population, an excess of low-skilled labor is making it simple for
unscrupulous businesspeople to exploit workers (Bose, 2022). The
unorganised labor force's replaceable character keeps pay at
minimum levels, sometimes even below the legal minimum.
Additionally, the cost of the goods and services these workers create
typically do not increase at the same rate as inflation, which only
serves to increase their dejection. In such a scenario, employees are
unable to develop their professional knowledge, are denied
possibilities for career advancement, and are ultimately unable to
build up sizable savings. Because of their inability to invest and
save, they are increasingly cut off from the mainstream economy in
this way. The real average daily pay in India's organized sector was
Rs. 513 in 2011, compared to Rs. 166 in the unorganised sector. The
minimum wages in effect in the Delhi region as of October 2019 are
shown in the table below:
143
Minimum daily wages basing the skill-set (in

Industry Rs.)
Unskilled Semi-skilled Skilled
Agriculture 383 420 455
Mining 403 503 63
Construction 603 666 777
Source: Ministry of Labor and Employment
Due to the previously noted surplus of inexpensive labor,

companies have a lot of leeway in how they treat their individual
casual employees with regard to laws and morals. Although the
Unorganized Workers' Social Security Act of 2008 and The Code
on Social Security of 2019 were introduced, they have not been very
successful in protecting the rights of unorganised workers. The
nation is vulnerable to the confiscation of the surplus value of its
employees due to the ongoing migration of low-skilled migrant
laborer. In terms of exposure to emerging information and
technology, access to banking services, and other factors,
unorganised businesses are at a disadvantage to those that are. The
same is true for the businesses that employ people working in the
informal sector; because of their unorganised nature, these
businesses are unable to grow and prosper. Since informal
enterprises' cost advantage does not result from infrastructure
improvements, they must continue to be as primitive and
undeveloped as possible in order to preserve a competitive edge
over organized businesses.
The Indian agriculture sector, which employs the majority of
people in the informal sector, is a prime example of a sector plagued
by hidden unemployment as a result of a labor shortage; in 2017, it
employed 55% of the workforce but only made up 16% of the GDP.
These sectors are incredibly inefficient and urgently require
infrastructure reform. In addition to being more expensive over
time, labor-intensive production methods are unsustainable due to
the labor force's diminishing marginal returns. Millions of jobs are
expected to go as automation of manual labor revolutionizes labor-
intensive production across the globe.
The NSSO (2019) reports that in 2018, the jobless rate
reached a 45-year high of 6.1%. One in five young people are still
unemployed, and rural demographic changes that increase the
workforce primarily affect the unorganised sector. 512 million
144
people made up India's labor force in 2018, but only 465 million of
them were employed. While reports show outstanding growth rates
in the number of new jobs produced each year, these positions are
typically not targeted at employees in the low-skilled group. The
rate of female labour force participation, which has been
progressively declining from 32% in 2005 to 23% in 2019, is
another horrifying number. If this condition continues, India will
suffer a significant loss in potential economic growth. The
socioeconomic function of the unorganised sector is related to
employment possibilities and the fight against poverty. Non-
corporate industries provide a significant amount of income-
generating employment for both skilled and unskilled employees, as
well as significant growth potential for the Indian economy
(Tambekar, 2020).
All other workers must remain unregistered with the non-
beneficiary status for any government-sponsored programmes, with
the exception of those covered by the Company Law, 2013, Indian
Factories Act, 1948, Employees Provident Fund and Miscellaneous
Provisions Act, 1952, Central and State Sales Tax Acts, Mines and
Minerals (Regulation and Development) Act, 1957, Contract Labor
Act, 1970, State-established Shops and Establishment Act, etc.
(Vikkraman & Basakran, 2009).
In both rural and urban India, the unorganised sector has been
drawing a sizable workforce due to characteristics mentioned by
Bagwan (2021) such as heterogeneity in professional actions,
relatively simple entry into the unorganised sector, least capital
investment, minimum requirement of skill-set, and lack of
awareness of labor rights. By constituting nearly 90% of the
workforce in India, these employees dominate the country's labor
market.
Due to difficulties in gaining access to organized financing
sources, it has also been noted that capital development in the
unorganised manufacturing sector is extremely limited. As a result,
borrowing money on the unorganised, unregulated credit market
results in paying substantially higher interest rates. It distorts the
need for government action to support, finance, and regulate the
unorganised sector while assisting them in generating additional
capital. (Gupta et al., 2021). By means of various schemes and
programmes, commercial banks, private and public finance
institutions, and cooperative societies need to be encouraged and
145
motivated to extend credit to the unorganised sector. It would have a

favorable effect on capital formation in the aforementioned sector,
which might further contribute to the improvement of unorganised
sector employees through the trickle-down growth experienced by
that sector (Desai, 2020).
CONCLUSION:
It should be underlined that there must be some reason to
assume that the Indian workforce can improve their skill-sets to
adapt to such shifts before automation can be seen as a possible
investment in the country's human capital. It is crucial to remember
that the informal sector will find it difficult to remain relevant in
such a paradigm, and even if it does, it will likely lead to an even
greater rift between the people working in the official and informal
sectors. India must take immediate action to ensure that its populace
is prepared for similar transformations in the future and to avoid
serious economic disruptions. India has one of the youngest
populations around the world, with 41% of the population under the
age of 18, and the current educational system doesn't seem to be
doing enough to equip them with the necessary skills.
In recent years, the government has prioritized skill
development. A step towards the development of a framework for
the population's skilling/reskilling was taken in 2014 with the
establishment of the Ministry of Skill Development and
Entrepreneurship. The goal of the subsequent launch of the Skill
India programme in 2015 was to equip 40 crore people with the
necessary skills by 2022. Such programmes need to spread across
the country, with a focus on educating young people that are about
to join the workforce. A broader adoption of artificial intelligence
and automation is predicted to necessitate the retraining of
approximately 120 million workers.
In order to secure the future of a constantly growing labor
force and maintain high levels of economic growth, the Indian
economy must now employ capital-intensive technology in its
manufacturing sector. Inaction on these two fronts might have
disastrous repercussions; without educating young people and
upskilling the working population, economic disparity will only
grow, and the working population with low income levels could
become impoverished. It is especially crucial for small and medium-
sized businesses to receive government support for improving
146
infrastructure if they are to generate revenues. In the current state of

affairs, India's semi-skilled labor population significantly impedes
the country's overall growth and presents troubling problems for
which there are few effective remedies.
In light of the social, economic, and political disparities and
lack of involvement experienced by unorganised sector employees,
the unorganised sector's effects on the Indian economy and society
are significant enough to be ignored. substandard working
conditions, inadequate union attention, use of antiquated
technology, lack of access to education, healthcare, and social
welfare programmes, inadequate coverage of and ineffective
execution of labor laws, Lack of a regulatory framework, property
rights, and statistical data about workers in this sector. The federal
and state governments must understand that they have a duty to
raise these workers' living standards and, in turn, the welfare of the
unorganised sector. Given its importance and contribution to the
nation's economic development, the unorganised sector should place
a strong emphasis on bringing its employees under the protection of
labor laws, giving them the right to a minimum wage to improve
their standard of living, and treating them equally with those in the
formal sector.
The word "Unorganized" might appear out of place given the
widespread dominance of the unorganised sector and its effects on
economic growth and development as they are well-organized from
the point of effecting the national economic, social, political, and
organizational fronts. Currently, it is up to policymakers and
governing bodies to maintain the bold characteristics—such as
heterogeneity in professional actions, easy entry into the
unorganised sector, and a low capital investment requirement—
while removing barriers that would expose the sector and its
participants to vulnerability and weakness.
REFERENCES
1. Bagwan, S. N. (2021). Informal Sector in Indian Economy.
Social issues problems, volume 10, issue 1, 39-40.
2. Baruah, P. B. (2017). Informality of the unorganized sector
enterprises: an empirical study in Assam . Assam Economic
Review, ISSN- 2319-6254, Vol. 10, 191-207.
3. Bloomberg. (2019). India’s Unemployment Rate At 6.1% In
2017-18. Bloomberg Prime. Retrieved from
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https://www.bqprime.com/global-economics/indias-
unemployment-rate-at-61-in-2017-18
4. Bose, S. (2022). The penalty of work from home: gender gap
in productivity of unorganised manufacturing firms in India.
Small Business Economics, 1-19. doi:https://doi.org/10.100
7/s11187-022-00637-2
5. Chakravarty, M. (2018, 10 23). Manas Chakravarty. Mint
Live. Retrieved from https://www.livemint.com/Money/iH
2aBEUDpG06hM78diSSEJ/Richest-10-of-Indians-own-over-
34th-of-wealth-in-India.html
6. Desai, K. (2020). Exploitation and Liberation: Case Study of
Women Workers in Surat's Unorganised Sector. Social
Change, 50 (1), 12-27. doi:10.1177/0049085719901051
7. ET. (2019, 02 04). 50% India's working-age population out of
labour force, says report. Economic Times.
8. Govindaraj, P., Kokila, N., & Malathy, S. (2019).
Unorganized sector in India: An Overview. International
Education & Research Journal, 5(1), 1-2.
9. Gupta, A., Chand, A., & Kumar, S. (2021). Impact of FDI in a
Three Sectors Model . Social Science Research Network
(SSRN). doi:10.2139/ssrn.3873761
10. Kumar, R. (2020). Impact of Coronavirus in Indian Economy.
Corona Pandemic (Covid-19) and Interdisciplinary Issues -
interdisciplinary issues, 131-139.
11. Shrivastava, S. (2021, April 27). Job loss fear looms again as
govt. asks garment units to close. The Hindu.
12. Tambekar, M. D. (2020). Socioeconomic Problems of
Unorganised Sector Workers in Manganese Mines.
International Journal of Research and Analytical Reviews
(IJRAR), Volume 7, Issue 1, 33-35.
13. Vikkraman, P., & Basakran, S. (2009, May). Role of
Unorganised Sector in Indian Economy. Fibre to Fashion -
World of Garment, Textile & Fashion.
148
CHAPTER 13
SOCIAL MEDIA MARKETING: A LITERATURE REVIEW
ANALYSIS
Dr. Jyoti 1, Mr. Soumyajit Bandyopadhyay 2
ABSTRACT
The web 2.0 technology and social networking sites has grabbed the
consciousness & affinity of individuals worldwide. Similarly
businesses have started to see these innovative media tool to
increase the interaction with potential customers. Associated
concerns of social media marketing have also been subjected to
close attention by researchers and academicians. Extend current
knowledge of the occurrences related to the field of marketing.
Therefore, the primary aim of this work is careful evaluation and
analysis of the most recent work done on social media and its role in
marketing. The present article presents a review of such work done
from perspectives of- media covering branding and performance of
businesses, e- word-of-mouth, and advertising. The most prevalent
research approaches used to examine the connected issues with
social media marketing were also examined in this paper.
INTRODUCTION
P eople are prone to migrate their interactions to online

platforms as the social media usage increases in their day-to-
day lives (i.e. Youtube, Instagram, Facebook, Twitter and
LinkedIn). This, again, reflects favorably on their behavior & action
towards all types of social media sites, according to (Alalwan et al.,
2016); (Rathore et al.,2016); (Ilavarasan et al., 2016);( Zhu & Chen,
2015);(Taylor et al., 2011). Social media marketing is the practice
of utilizing social networking websites to develop, convey,
distribute, and as well as trade business solutions that are useful to
1 Assistant Professor, IHTM, Maharshi Dayanand University, Rohtak,

Email id- [email protected]
2 Research Scholar, IHTM, Maharshi Dayanand University, Rohtak, Email
id- [email protected], Phone No: 9482622698
149
corporate shareholders. Social media is also a networking and

services tool because it permits users and people associated to
connect and develop a network of their friends, specially of people
who are closely related (Filo, 2015; Ho, 2014; Whitla, 2009; Zhang
& Daugherty, 2009). Hootsuite (2019) indicated that marketing
strategies employing social media are highly effective in modern
economic and social scenarios owing to the high number (>10
billion) of people actively using social networking sites. As a result,
it is used by most small businesses (~70%) to connect with potential
clients. As the dependency on social networking sites for marketing
is increasing, marketers are being driven to stand out from their
rivals on that front. Hence, they are avoiding the usage of old
marketing tactics to expand their brand popularity and client belief
(Erdoğmuş & Çiçek, 2012). ( Kim & Ko, 2012; Angella Jiyoung
Kim & Ko, 2010) were the first to suggest the idea of marketing
activities via the social networking sites. They conducted research
among buyers of high-end clothing manufacturers, originally
proposed the idea of marketing through social media sites, coming
to the conclusion that SMMA consists of a few activities viz:
entertainment, engagement, trendiness, personalization, and
publicity through word-of-mouth (WOM). They also observed that
communication between corporate brands and their customers
through social media greatly improved direct and interactive
connection. SMMA is considered as one of the popular social media
marketing (SMM) tools, and its goals align with those of SMM due
to the fact that when it is being employed as a tool for
communication to engage and collaborate with clients in order to
forge client association (Chan & Guillet, 2011; Erdoğmuş & Çiçek,
2012). Researchers and practitioners alike have generally focused
their attention on social media to learn more about how these app
based modules could be flourishingly accepted and deployed
(Billings, 2014; Hardin, 2014; Hutchins, 2014; Sanderson, 2014).As
it is important to understand the prerequisites for successfully
implementing such technology as well as if investing in such
applications is financially feasible. This is because it's important to
understand the prerequisites for successfully implementing such
technology as well as financial feasibility of investments in social
networking applications (Hutchins, 2014). In this context, Hutchins
(2014)firmly endorsed the significance of looking at how social
networks functions in different scenarios in order to advance our
150
perception of such decisive social networking concerns. Similarly,

(Knoll, 2015; Pedersen, 2014; Pegoraro, 2014; Rowe, 2014)
addressed the creative genre of these high-tech specialized research
happening currently in this field as being over primary, investigative
stage which, again requires more interest and knowledge to explain
the necessity of speaking on the issues which are linked towards the
usage of social media platforms. Moreover,(Filo et al., 2015)
mentioned in a recent review based article that though the more
number of papers that have a viewpoint of applications based on
social networking sites around different fields of interest, it is still
required to put forth a theoretical framework that addresses the most
important aspects that might favorably or unfavorably affect the
implementation of such systems. In fact evaluation and examination
of key characteristics of different social media usage in different
cultures, context, locations as well as viewpoints has been of special
interest to many researchers (e.g., (Berthon, Pitt, Plangger, &
Shapiro, 2012; Dwivedi, Kapoor, & Chen, 2015; Filo et al., 2015;
Okazaki & Taylor, 2013). Dwivedi et al., (2015) observed that
studies on social media under the broad subject of marketing.
Researchers who have taken into account the challenges with
marketing via social media, have explored and tested variety of
dimensions and numerous constructions. Thus, an in-depth analysis
and evaluation of social network marketing landscape is necessary.
The primary aim of the present study, is to organize the key
observations of various studies done till date on different
applications of social media in marketing and to understand the
extent to which such studies have addressed different issues of
marketing through social media.
Concept of Social Networking

Though the concept of social media has been accepted in a
wide range of contexts, the present study focuses solely on the
viewpoint of marketing to better understand how social media usage
impacts marketing strategies.
Dwivedi et al., (2015) described social media marketing as "a
conversation frequently started by customers/audiences, or a
business/product/services that circulate among the stated parties to
set in motion a revealing communication on some promotional
information so that it allows learning from one another's use and
experiences, ultimately benefiting all of the involved parties.".
151
According to Sharma & Kumar, (2018) the usage of various social

media tools, channels, and software is to communicate, create, trade
and deliver.
Methodology
The literature addressing how and to what extent social media
impacts the marketing field is the primary topic of current study.
Studies that focused on how social media affects other fields (such
as politics, education, management and society) have been
eliminated as a result. Additionally, this research was limited to
English-language papers that were published in journals with an
impact factor. To put it another way, the chosen articles have been
published in reputable journals with a sufficient index. The concept-
driven systematic review approach suggested by (Webster &
Watson , 2002) was used in the current review. Instead of using an
author-driven strategy that looks at analysis of several concepts in
different articles by individual authors, this technique analyses the
literature from the perspective of the concepts offered by all authors.
(Webster & Watson, 2002). Due to the fact that social media
marketing appears to be a more developing field, this strategy was
therefore determined to be appropriate in the current review. This is
in addition to the fact that this technique makes it simpler to capture
the linked studies. These articles have been carefully chosen
through a process of selection because they examine comparable
marketing concerns on different social media applications. In order
to find the relevant publications, researchers have utilized a variety
of phrases, including marketing, social media, Web 2.0, csocial
media branding and social media marketing alone as well as
together in different combinations. Along with marketing, customer,
and brand phrases, names of highly popular social media websites
and applications: Facebook, YouTube, Twitter & Instagram to find
the desired articles. In their review research (Dwivedi et al., 2015)
(Zeng & Gerritsen, 2014), (Filo et al., 2015) and used this method to
find the most pertinent articles. All of the publications were then
evaluated and examined by the authors to ensure that the primary
goal of each study was pertinent to the goal of the current
investigation. The papers were filtered using a number of criteria,
including that the paper's main theme under umbrella of marketing,
as stated previously; that the research article being published in a
high impact publication; that the paper be written in English
152
language; and that the article use a clear and scientific method of
study.
Advertising on Social media

Social media today is being viewed widely by any modern
business as one of the necessary tool to lead a marketing campaign
and thus trying to build up communication with the target
customers.(Gao & Feng, 2016; Harrigan, Evers, Miles, & Daly,
2017; Popp & Woratschek, 2016). Moreover, in 2014, advertising
contributed to a 59% increase (from the previous year) in
Facebook's revenue reaching over $5.4 billion which demonstrates
that business houses are shifting to digital interactive media
advertising from a more traditional media advertising. Different
studies have tracked the constant rates of increase of commitment
and engagement in various social media networking sites (Swani et
al., 2017; Wu, 2016). Thus, according to Mangold & Faulds, (2009)
social media should be a key part of marketing strategies of
businesses. Undoubtedly, a social media marketing campaign could
support a number of marketing goals. (i.e. awareness, customer
experience, knowledge, perception, intention to buy, preferences,
and actual purchasing) (Duffett, 2015). As said by (Duffett, 2015)
customers consider and build up their outlook regarding to social
media advertising campaigns & activities has a definite influence on
how structured and productive those measures are. Similarly, A.
Carrillat, D’Astous, & Morissette Grégoire, (2014) discussed that
the hedonic elements need to be appropriately addressed so that
customers get a more personalized and enjoyable experience
through social media advertising initiatives & campaigns.
Moreover, as (Mir, 2012) studied, positive outcomes were
developed by potential customers with regard to promotional
activities put on social networking sites; which may impact the
behavior of electronic consumers while purchasing.
E word-of-mouth and social networking sites (e-WOM)

Experiences and reviews of customers shared on their social
media reaches and influences many more potential customers much
more easily and within a shorter time frame. Therefore, while
tallying to normal word of mouth, which is distributed through
regular human contacts, electronic word of mouth has a greater
influence and reach (Hudson et al., 2015). According to studies,
153
compared to traditional methods, social media networks increase

both impact as well as frequency of WOM. Social media is actually
allowing customers to effectively communicate their own
acquaintance—be it negative or positive—about business houses,
their amenities and products, brand outlook to audiences at a wider
range with the association of more interactive platforms and vast
communities (Eryc, 2022; Hudson et al., 2016). Coulter and
Roggeveen (2012) investigated how several criteria (such as
message/content, network, source and relationship) affected how
customers reacted to and responded to word-of-mouth that was
spread using social media. According to observations of Coulter &
Roggeveen, (2012) , conventional word of mouth continues to
impact more significantly than electronic word of mouth. (Tan &
Lee, 2019) Observed that a customer's response is significantly
influenced by the size of the product community and the number of
people who belong to it who are on their friends' list. De Keyzer,
Dens, & De Pelsmacker, (2019) investigated the key determinants
of participation of consumers in e-WOM. The statistical results of
their study provided substantial evidence indicating that normative
impact and trust in customers’ interaction with e-WOM was
significantly important. Even in the tourism industry customers who
were more likely to participate in and utilize online communities
were found to have a higher propensity to suggest businesses and
promote them via good word of mouth to other customers.
Organizational Perspectives on Social Media

Due to the popularity and benefits, the majority of businesses
around the world have begun proactively considering how they
might use social media to reach their target audiences and improve
the customer experience(Caputo et al., 2023; Leeflang et al., 2014;
Sharma & Kumar, 2018) Additionally, it has the ability to distribute
information rapidly and effectively and promptly and accurately
gather customer input (Shilbury et al., 2015). As discussed by
(Abeza et al., 2013)adopting social networking for business brands
has quite a number of advantages, including increasing consumer
engagement, enhancing customer knowledge, and efficient customer
interaction Because of this, businesses have put a lot of time and
money into developing their social media marketing
strategy.(Yadav & Yadav, 2016) tested whether active customer
behavior on these platforms could improve the yield from
154
investment and marketing initiatives implemented on them (i.e., to

identify the frequency of customer visits at a particular webpage,
how long they spend there each time they visit, and their level of
involvement in social networking ventures). Recently Rathore et al.,
(2016), explained how information generated by customers on
different social media websites might help businesses gain greater
insights into the process of product development. (Rathore et al.,
2016)provided evidence in favour of the function of social media in
obtaining such customer insights and the vital role that these
insights play in the process of product creation. At various levels
and within the context of the hotel industry, (Chan & Guillet, 2011)
discussed the strategic importance of marketing via social media.
For instance, hotels can be assisted by social media in increasing
employee participation in management and planning activities as
well as in the production of more informative content for their
customers. (Chan & Guillet, 2011) has made an effort to offer more
insight into the use of social media platforms and the benefits that
come with them from the standpoint of an organization. Findings of
(Tiago & Veríssimo, 2014) indicated that the firm’s choice to
employ new technologies are impacted by both external as well as
internal factors. Hu et al., (2023) indicated that the main advantages
of social media adoption by businesses are improved information
gathering, ease of use, increased knowledge, improved external and
internal interactions, and facilitated decision-making.
Utilizing Social Networking Sites

As discussed by (Bolton et al., 2013) & (Zhan et al., 2022)
contemporary businesses should be more attentive towards how
customers are utilising social media applications as well as the
behaviour and opinions of the younger generation. This is because
organisations might have a clear grasp of how future customers will
perceive and behave towards these businesses and their brand names
if they had a better awareness of the techniques to use social
networking sites. The characteristics of social networking platforms
include the frequency, duration, and length of log-ons and how
mobile devices, desktop computers, and iPads are being accessed.
These factors are very significant which are bound to be taken into
account when analysing the purpose of these platforms on the
opinions, intentions, and behaviours of clients, as recently
guaranteed by (Duffett, 2015). Customers are more likely to be
155
motivated by the function of hedonic motivation towards social

networking sites usage and to communicate with organisations
related to sports using such platforms, according to (Mahan, 2011)
that is enjoyment .Siamagka et al., (2015) studied that their research
using the Resource Based Theory and the Technology Acceptance
Model conceptual framework to forecast the use of social media in
the B2B environment. Siamagka et al., (2015) incurred that to
demonstrate there is a considerable impact of apparent ease of
usage, barriers on usefulness and images pertaining to social media
based on the data that was collected via questionnaires. According
to (Drummond, McGrath, & O’Toole, 2023) SM can be used to add
value in a variety of areas, including: sales and marketing
initiatives, connection building and maintenance, network identity
and reputation development for businesses, and product selling to
the market. Additionally, we discovered that in practice, SM is a
dynamic resource that can switch between and be present in several
resource categories during any collaborative action.
CONCLUSION
The numerous and expanding studies have discussed the
associated problems with social media campaigns & marketing have
undoubtedly endorsed significant inputs that has been devoted to
such occurrence in recent years (Alalwan, 2016). Numerous
marketing applications and themes were closely examining the
social media marketing literature's major body of work by
researchers. Additionally, a variety of variables and approaches
were taken into account by such researches to offer a
comprehensive and clear understanding of such concerns.
According to the subject of interest, contemporary studies have
enumerated the major topics. The first theme looked at the various
dimensions of how social media application helps with marketing
and advertising initiatives.(Jung, Shim, Jin, & Khang, 2015) &
(Voorveld, van Noort, Muntinga, & Bronner, 2018). Future research
must therefore take attitudes into account when attempting to
understand how consumers behave and respond to social media
marketing initiatives. Social media studies are also interested in
perceived trustworthiness, customer trust, and the dependability of
such platforms as a reliable information source for consumers.
Future research must therefore look more into how these
characteristics affect consumers' intentions to rely on and use social
156
media sites more. However, components of E-WOM still need to be

further investigated, either in terms of the primary drivers that
encourage users to post and share their ideas and opinions or the
primary effects that occur when users sharing those on social media
websites (Chang, Yu, & Lu, 2015). Numerous research have also
been observed to closely explore the potential benefits of social
media from the perspective of organizations. The majority of
businesses throughout the world anticipate employing such
applications to grow their customer base or improve the experience
of their current clients which in turn is increasing profit and sales
income as evaluated by (Ananda et al., 2016; Wu, 2016). Future
research should consider how customers can influence their
perceptions in this regard as well. Social media's reliability and
dependability, as well as what factors are most likely to influence
how much customers will trust these convergent platforms. Hedonic
factors have drawn attention as a significant factor encouraging
consumers to participate more in marketing initiatives used in social
media as evaluated by (Muk & Chung, 2014). Another crucial
element in assessing how involved clients are in social media
marketing groups is interaction. Future studies should thus make a
special effort to explain how such a characteristic might affect how
customers respond to marketing initiatives on social media sites.
LIMITATIONS & FUTURE STUDIES

The present study focused only on the studies on social media
related to marketing, while avoiding the various marketing
strategies and tools that are used to engage the potential customers.
Although this study adds to the body of literature by theoretically
examining it, more statistical data regarding the scenario of Indian
hotel industry is still needed. This is especially true considering the
number of quantitative research that have undertaken pertaining to
social media marketing. Researchers need to put more effort into
understanding to examine the marketing strategies and
performances of the hotel industry on usage of this media for
publicity. This new trend and topic might act differently across
websites, across situations. Even though this research examines the
primary aspects in great detail accounted for by the preceding
research on social media marketing, but it is inaccurate in finding
the various tools that are used for marketing via social networking
sites. Further researchers may want to take this route. This would
157
therefore assist create a theoretical framework to investigate the

related difficulties surrounding this burgeoning field. The
preliminary research methods deployed by the reviewed studies
were analyzed in very brief detail in the current study. A discussion
of potential modifications and enhancements to new methods and
tactics for analysing the problems faced by the Indian hotel industry
in the context of social media marketing is also important.
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(2014). Leveraging social media to enhance recruitment
effectiveness. Internet Research, 24(4), 474–495.
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CHAPTER 14
A CRITICAL ANALYSIS OF INDIA'S GOODS AND
SERVICES TAX
Samoon Khan, Shiv Shankar, Shubhra Kedia
ABSTRACT
Historically, indirect taxes have played a significant role in India's
financial system. Prior to the implementation of tax changes in the
nineties, the primary contributor to the government's coffers came
through indirect taxation. The widespread poverty in India was cited
as the primary reason for the country's dependence on indirect forms
of taxation. Consequently, expanding the direct tax base was
constrained by structural barriers. Cascading and skewed taxes over
the production of products and services are hallmarks of India's
indirect taxation system, which in turn reduces productivity and
slows economic growth. This is one of the reasons why India's
economic development is so much slower than that of other wealthy
countries. A simple tax that is known as goods and services tax that
necessary for eliminating infinite number of duties or taxes levied,
that exist under the existing system, some of which are charged by
the center while the rest are imposed by the states, and to reduce the
burden on taxpayers. Current taxation procedures include an
unlimited number of taxes, only a small subset of which are
collected centrally (GST). This article presents a comprehensive
analysis of the Value added Tax, including its rationale, its model,
its pros and cons, and its effects on the Indian economy as well as
the impact of GST over SMES during pandemic era .
Keywords—GST, Indian Governance, Taxes, India’s Financial

System, SMES.
I. INTRODUCTION
I n recent decades, India's economy has been counted among

those economies that have highest growth rates. Several reasons,
including market reforms, a flood of foreign direct investment,
rising foreign currency reserves, a thriving IT and real estate
industry, and a robust capital market, have contributed to this
165
expansion. Indirect taxes have always played a crucial role in India's

tax system. (Smith et al., 2022) Before-tax changes were enacted in
the 1990s, indirect taxes brought in the lion's share of tax money.
The main rationale for relying heavily on indirect taxes was that
expanding the base of direct taxes was difficult since the bulk of the
people in India was impoverished. Cascading and distorted taxes on
the production of goods and services are hallmarks of India's
indirect taxation system, which in turn dampens productivity and
slows economic progress. It is time for a simplification of the
current tax system, which imposes an overwhelming number of
taxes on citizens but collects just a fraction of its revenue from the
federal government. Goods and services tax would accomplish this
(GST). There has been a growth in the number of MNEs
(multinational corporations) operating in India and, as a result, a rise
in the volume of commerce between the country and others. This
opens up a lot of possibilities for the government to reform the tax
system. This article examines the rationale behind the Goods and
Services Tax, the GST Model, its benefits and drawbacks, and the
effect it has had on the Indian economy. (Lyeonov et al., 2023)
1. Goods & Services Tax is a tax that levied by government in
indirect form on the provision of goods and services that use
in India. It is an effective, multistage, destination-based tax. It
follows a comprehensive nature because it absorb nearly all
indirect taxes, but have some exception over few states.
2. As defined by the MSME Development Act, 2006 under
section-7 (9) (1): -
• GST registration limit has increased from 20lakhs up to

40lakhs. This limit includes suppliers of goods
• In existing composition scheme changes has been made by
increasing the turnover limits to 1.5crore and this is only to
join the scheme for small industries benefits
• Payment of taxation is made quarterly and now annual tax
returns must be filed beginning on April 1st, 2019.
A microenterprise is one where the investment in plant,

machinery, or equipment is less than Rs. 1 crore and the turnover is
less than Rs. 5 crores. A small enterprise is one where the
investment in plant, machinery, or equipment is less than Rs. 10
crore and the turnover is less than Rs. 50 crores. And a medium
166
enterprise is one where the investment in plant, machinery, or

equipment is less than Rs. 50 crore.
GST REFORMS
GST reforms have taken place in the new era. These new
reforms are explained below:
II. OBJECTIVE
The research aimed to fulfill the objectives that are as follows:
1- To assess the effectiveness of GST in addressing the
challenges faced by SMEs .
2- To analyze the Compliance and revenue generated by GST.
3- To make recommendations for improving the implementation
and administration of GST in India.
III. METHODOLOGY
Earlier versions of constitution granted the central
government the authority that to impose an excise charge over
manufactured goods and a service tax on the provision of services.
In the same vein, it grants the state government the authority to
impose the value-added tax (VAT) that corresponds to the state tax
on the sales of products. Due to the exclusive distribution of fiscal
authorities, the indirect tax system in the nation has been subject to
manipulation. In addition to that, the sale of products inside the state
was subject to a centralized tax. In addition, a few governments
impose an entrance tax on the purchase of products inside their
respective jurisdictions. Therefore, in order to solve this issue, the
government at this stage has implemented a single taxation system
that incorporates all taxes into itself. This is done to avoid the
various issues that are associated with the taxation system, and as a
result, this control is now in the hands of only one person. Goods
and services are subject to a tax known as GST. It is a replacement
for direct taxes collected by the federal and state governments of
India and is implemented as an indirect tax throughout the whole
country.
The study focused on the desciptive type of research
methodology and has gone through the content analysis. Data used
under study is being collected from secondary sources, and the
study covers the GST overview,its refors, it's impact on SMEs
sector and the compliance of GST. And study made some
recommendations after covering the scope of GST.
167
IV. THE GOODS AND SERVICES TAX (GST), ITS

STRUCTURE, AND ITS COMPONENTS
Over the last two decades, India's tax collection system has
seen a number of changes. The Goods and Services Tax applies to
anything that is produced, sold, or purchased on a national basis
(GST). The Goods and Services Tax, or GST, is projected to have
far-reaching consequences on the tax system of India and is largely
regarded as one of the most significant tax changes attempted in
India since the nation earned independence. Consolidating and
simplifying the many taxes now charged on the manufacturing,
distribution, and consumption of products and services is the
primary objective of this reform. This will eventually replace the
existing convoluted system of taxation. The Goods and Services
Tax, or GST for short, is one of the most comprehensive plans for
tax reform. The ultimate goal is to create a global market free of
monetary restrictions so that all countries may participate. Paying
the national sales tax in India is consistent regardless of whether you
are buying or renting. in accordance with According to (van der
Enden & Klein, 2020)
The Goods and Services Tax (GST) will replace all existing
indirect taxes, making their collection and management simpler.
The existing system of many taxes being imposed on an identical
product at various periods will be replaced with a consistent, one tax
across the board, through inputs to outputs, thanks to the Goods and
Services Tax (GST) taxation law. It spells the end of the current
order of things. The Goods and Services Tax (GST) is built on the
principle of "One Country, One Tax" in an effort to streamline
taxes. The Goods and Services Tax will replace many of the
existing indirect taxes paid to the federal government and individual
states (GST). This is due to its widespread use throughout the whole
value chain, from the procurement of inputs to the ultimate
distribution of the finished product. The Dual-GST model used in
this jurisdiction consists of the CGST and the Goods and Services
Taxes imposed by the individual states (SGST). The Central Goods
and Services Tax will eventually replace the many indirect taxes
now levied by the federal government. These taxes include the
central excise duty, central sales tax, service tax, special additional
charge on customs, and counter-veiling expenses (CGST). The
SGST, if completely implemented, will subsume a variety of other
state taxes, including as the state value-added tax, the state purchase
168
tax, the state luxury tax, the state octroi, and the state gaming tax. In
addition to the GST, there is also an interstate sales tax called the
Integrated Goods and Service Tax (IGST). The Products and
Services Tax (GST) is not a new tax, but rather a method of tracking
international transactions and assigning tax collection
responsibilities to the country in which final consumption of the
goods or provision of the service occurs. (Dharmayanti, 2023)
The Effects of GST in India

The most prominent GST reform had a significant influence
on the Indian economy, as well as on small, medium, and big firms,
in addition to the average Indian citizen and the Indian government.
In general, it has left an indelible imprint on the economic landscape
of India.
Since it was first implemented, the Goods and Services Tax
(GST) has had an impact on the daily lives of billions of people
throughout India. The effect is like riding a roller coaster since there
have been rate additions as well as substantial relaxations from
previous taxes. It is true that this innovative tax reform has made the
taxation system easier to understand, but it also comes with its own
challenging move.
Let's take a look at a few pieces of data to get a better idea of
how the Goods and Services Tax (GST) reform in India has affected
the country. (Palmer)
• An enlargement of the tax base as an increasing number of
taxpayers have switched to the GST regime, there has been a
significant expansion of the tax base as well as a modification
in the compliance stances of taxpayers.
• Revenue Collections: Without a doubt, the quantity of
revenue collected went through a meteoric climb as a direct
result of the introduction of an internet taxation system, which
rendered tax evasion impossible.
• Rationalization of Rates: In order to rationalize the rates that
are applicable to the different items that fall under GST, the
government made a number of significant initiatives. For
example, although there used to be 19% of things that fell
under the 28% GST slab, there are now just 3% of items that
fall under that particular slab. That indicates the government
is making a concerted effort to reduce the GST rates on a
variety of goods.
169
• E-way Bill System: Despite having been plagued by a number

of technological issues, the GST compliance process has
recently been transformed into a more efficient operation.
• Requirements posed by taxpayers: In response to the
requirements posed by taxpayers, the government has made
significant changes to better accommodate the requirements
of taxpayers.
The combination of these several elements has resulted in a

simpler taxation system that has, to a significant degree, assisted in
the reduction of tax evasion. (van der Enden & Klein, 2020)
According to recent studies, the Goods and Services Tax
(GST) has resulted in an increased need for 1.3 million qualified
financial professionals. As a direct result of this, a flood of
possibilities has been created for those who have an interest in
accounting, finance, and taxes. Additionally, this paves the way for
new opportunities for those who are interested in the expansion and
development of their careers. The government is aware that
individuals get more anxious as the dates for tax payment deadlines
draw near. In addition, the new tax system and the requirements for
complying with it made life more complicated for individuals all
throughout the country. As a result, the government came up with
the idea of GST Practitioners as a means to alleviate the burdens
placed on taxpayers as a result of the Goods and Services Tax
(GST). These GST Practitioners could act as representatives of
taxpayers and assist with the filing of returns and other GST
compliance requirements. Now, if you are curious about how to
become a GST Practitioner and are contemplating the subject, the
first step you should do is to enroll in the GST Course. These
classes may be taken offline or online, and there are groups that
meet throughout the week as well as on the weekends. (Slemrod,
2008)
V. CHALLENGE
There seem that certain fundamental flaws in the GST model
enforced by the union government that render it ineffectual for
achieving intended objective.
➢ One country, one tax is a flawed premise that cannot be
applied to India in the form of GST. After the introduction of
GST, there are 31 taxes instead of the previous 32 (service
170
tax, excise duty, sale tax, including 29 state VAT taxes); these
31 taxes are made up of IGST, CGST, and 29 SGST, creating
a complex tax system that goes against the idea of "one
nation, one tax.
➢ Another fundamental concept behind GST implementation is
that a taxation that have single tax rate isn’t viable in India
since, Article 246 A of constitution's 101st amendment states
that taxes on products and services may be imposed by the
legislative assembly and the parliament. As a result, state
governments as well as the union government have the power
to determine own GST rate. Since GST council only have
advising authority under Article 279 A of the constitution,
state governments are now free to set their own GST rates,
which distorts the nation's entire GST uniformity rate plan.
(2020)
➢ The government established the goods and services tax
network (GSTN), which in charge of creating the GST portal
to provide services such as GST registration, GST return
filing, IGST settlement, and so on, which need a strong IT
network. It is well acknowledged that India is still in its
infancy in terms of IT network connection.
➢ The lack of trained and competent labor with up-to-date GST
topic knowledge has resulted in an increased workload for
experts across industries.
➢ Less than 10% of the population in India is insured, so the
insurance market there is still in its infancy. The government's
"Pradhan Mantri Jeevan Bema Yojana" was created with this
goal in mind, but after the introduction of GST, insurance
price increased by 300 basis points, making more challenging
for new insurance providers to enter the market and harming
insurance awareness initiatives. The government program
"Pradhan Mantri Jan DhanYojna" undertaken by the
government that every citizen has a bank account would
encounter challenges since the levy on financial services has
been hiked by 3% in the new goods and services tax system.
➢ However, although the government is making strides toward a
digital India, the telecommunications industry is facing a
major challenge, Even though India's rural tele density is only
60%, telecom services are becoming more expensive as they
171
will be subject to a GST tax rate of 18%, which is 3% higher

than the previous service tax rate.
➢ The GST administration aims to exclude petroleum items
from GST, despite the fact that the petroleum products had
been a key contributors to inflation in India. (Shukla &
Kumar, 2019)
➢ Because they can't afford to hire dedicated IT and accounting
staff to keep track of and file GST forms, small businesses are
finding the GST tax rate assessment and the resulting increase
in operating costs to be particularly perplexing.
FIGURE 1. GST MODEL
VI. DIVISIONS OF GST AND ADVANTAGES OF THE GST

➢ Divisions of GST
The recently enacted Goods and Services Tax (GST) law
replaced many different forms of indirect taxes with itself, and it
may be broken down into four distinct categories. These are the four
categories
▪ A central tax on goods and services is referred to as the

CGST. It applies to retailers and wholesalers doing business
inside the state. Any taxes that are paid will be distributed to
the entity that serves as the central authority.
▪ A state tax on goods and services is referred to by its
acronym, SGST.
172
▪ It applies to retailers and wholesalers who do business inside

the state. The amounts of taxes that are paid will be
distributed among the several governmental authority bodies.
▪ An integrated goods and services tax is what is meant by the
abbreviation "IGST." It is relevant to vendors that operate in
both commerce beyond state lines and import and export
transactions. The amount of taxes that are paid will be
distributed to both the state and the central authority body.
▪ The Union Territory Goods and Services Tax (UTGST), if the
transaction is connected to any union territory (Smith et al.,
2022)
➢ Advantages of the GST

The implementation of the GST has resulted in a number of
advantages all over the world. The primary objective is to preserve
the country's existing tax structure while simultaneously fostering
economic growth and expanding exports. The following is a
summary of some of the advantages that the GST offers.
• The Goods and Services Tax (GST) establishes a nationwide
single market.
• Encourages investment from other countries
• Contributes to the establishment of consistent taxes
• Contributes to the enhancement of production and encourages
entry into the global market.
• The tax burden for small businesses is either nonexistent or
little.
• When customers shop at locally owned and operated
businesses, they get several benefits. (Palmer)
FIGURE 2: - MONTHLY GST COLLECTIONS IN INDIA IN

FY2020-21 (IN RS. CRS)
173
IMPACT OF GST OVER SMES DURING PANDEMIC :

1. SMEs can start their business in a much easier way due to
these new taxation reforms as a comparison to the old tax
regime. New tax regime easier and beneficial for SMEs
2. Due to GST reforms SMEs pays less tax in comparison to the
pre-pandemic era, because of tax credit facilities to enjoy the
benefits.
3. Due to less awareness of GST procedure the businessman has
to appoint GST experts to file a return so the operating cost
increased in comparison to pre-pandemic operating cost and
its impact has seen on the price of the goods and the revenue
of the firm
CONCLUSION
The Goods and Services Tax (GST) was enacted to modernize
India's indirect tax system. Consolidating many federal and state
levies into one might prevent the cascading or it can be said that
double taxation and promote a single national market. The tax's
apparent ease of administration bodes well for its eventual adoption
and enforcement. The Goods and Services Tax (GST) is predicted to
provide companies an edge in the marketplace and encourage the
growth of e-commerce. By establishing a single market and
lowering taxes for people, Goods and Services Tax (GST) would
significantly alter India's economic climate. The current indirect tax
system would undergo significant changes in many respects,
including organization, computation, payment, compliance, use,
credit, and reporting. Companies everywhere are moving swiftly to
adapt to the dynamic global economy. As the global economy
expands and diversifies, there is a need for more harmonized
national tax systems and laws. If efforts are adopted to promote
awareness and keep an eye on pricing before the GST is
implemented, there may be less reluctance to implementing the anti-
profiteering clause. For the GST to regain the trust of the public and
business community, it may be necessary to form a committee to
deal with any and all problems, establish an audit unit whose only
purpose is to check for anti-profiteering, or adopt laws outlining the
specific actions that are illegal. For a countrywide launch to
succeed, a solid IT network and infrastructure are also required. The
creation of a unified computer network has only started. As a result,
the government has begun the National Digital Literacy 9
174
Mission to help people improve their skills in this area. The

implementation of GST necessitates a review of the original goals.
The "One Nation, One Tax, and One Market" goal of GST can
never be realized until these issues are addressed. Input tax credit
set-offs, service tax set-offs, and the unification of multiple taxes
have all been shown to be beneficial to businesses and consumers
alike under the proposed Goods and Services Tax (GST). It is
important to highlight many industries and fields of study that have
benefited from GST.
RECOMMENDATIONS :
1 A person who has opted for the composition scheme is not
permitted to make an inter-state outward supply of goods.
This is creating a bottleneck for the MSME sector. It is,
therefore, recommended that a composition scheme supplier
be allowed a certain percentage of turnover for the inter-state
supply of goods for the benefit of the MSME sector.
Similarly, composition scheme dealers should be allowed to
supply their products through e-commerce platforms so that
they can tap into the pan-Indian market. Exempt supplies
should not be included in the definition of aggregate turnover
to determine the threshold limit for registration for GST. It
will make the threshold limit of Rs.4 million more appropriate
for the MSME sector. Moreover, the threshold limit should be
revised periodically in line with the rate of inflation.
2 MSME are required to pay GST once they raise invoices,
although very often, there is a delay of more than three
months in receiving payments from clients. It is, therefore,
suggested that MSME have the option of filing return that are
based on payments that are the type of actual payment
received (i.e., cash accounting) instead of an accrual basis.
Both the filing of returns and payment of GST should be
made on a quarterly basis. While filing returns through the
GSTN portal, there is no provision for showing a summary of
detailed information filled up before the final submission of
the return. Moreover, if any error is noticed after filing the
return, there is no mechanism available to correct it. These
shortcomings in the tax return filing system need to be
addressed urgently. There should be a provision of filing
175
returns manually in rural areas where internet connectivity is

poor and where the power supply is intermittent.
3. There is an urgent need to remove the anomaly of inverted
duty structure since it is causing blockage of working capital,
hurting an MSME unit which are greater than a large unit.
The GST Council may reduce the number of tax rates by
merging 12% and 18% to a single rate of 16%. Currently, tax
rate is 5% for 22% of items, 12% for 18% of items, 18% for
47% of items. As a result of this merger, there will be single
rate of 16% for 65% of items. So, there will be three major
rates – a lower rate of 5% for essentials items, a higher or
standard rate of 16% for non-essential items and the existing
28% for luxury items and demerit goods – which is likely to
simplify the tax system. In this process, the Council should
ensure that raw materials and other inputs are taxed at lower
rates than the finished products. The Council should resolve
the problem of an inverted duty structure without further
delay.
4 As the MSME sector, especially micro and small units, very
often face the problem of cash crunch, they may be allowed to
retain a percentage of their GST liability due and remit the
balance to the tax authority. This is likely to give them some
reprieve from their persistent cash flow problem.
Alternatively, if an MSME unit is found to be tax compliant
for a specified time period, say 5 years, then that unit may be
entitled to get a refund of the average of GST paid during this
period. Whenever goods are transported between a large
manufacturing unit and an MSME unit, the responsibility of
generating EWB should be with the large unit to reduce the
compliance costs considering MSME. Moreover, the
threshold value that are having a consignments requiring
EWB should be increased from Rs.50,000 (USD665) to Rs.2
lakhs (USD2660) to reduce the compliance burden for
MSME. Manufacturers who import raw materials must be
given preference over the traders of imported finished goods.
Only manufacturers should be allowed to claim IGST credits
on the import of raw materials
176
REFERENCES
1. Dharmayanti, N. (2023). The effect of tax office service
quality and taxpayer income on land and Building Tax
Compliance. JAK (Jurnal Akuntansi) Kajian Ilmiah
Akuntansi, 10(1), 48–64. https://doi.org/10.30656/jak.v10
i1.4927
2. How tax administrations can relate to tax service providers.
(2016). Rethinking Tax Services, 73–88. https://doi.or
g/10.1787/9789264256200-8-en
3. Lyeonov, S., Tiutiunyk, I., Vasekova, M., Oleksandr
Dziubenko, & Samchyk, M. (2023). Tax, investment,
institutional and social channels of economic shadowing:
Challenges for macro-financial stability and good governance.
Public and Municipal Finance, 11(1), 128–141.
https://doi.org/10.21511/pmf.11(1).2022.11
4. Palmer, C. (n.d.). Good tax policy on shaky ground? an
assessment of tax policy responses to natural disasters.
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CONTEMPORARY ISSUES IN

BUSINESS AND ECONOMICS

THE UNITED KINGDOM

Dr. Abhishek Pandey

Dr. Arpit Sidhu

In academic career spanning over 9 years, he has served at Central University of

Dr. Dilpreet Kaur

Dr. Razia Sehdev

Ms. Paras Mehak

Ms. Sunanda Sharma

Mr. Suraj Prakash

SR.NO. CHAPTER AND AUTHOR NAME PAGE NO.

2 IMPACT OF COVID-19 ON THE FINANCIAL 14

3 FINANCIAL MANAGEMENT IN THE 19

4 INFLUENCE OF DIGITAL MEDIA AS A 29

5 A STUDY ON GREEN ENTREPRENEURSHIP AS 40

6 A CRITICAL INVESTIGATION OF RESTAURANT 50

7 IMPACT OF SOCIAL ENTREPRENEURSHIP IN 70

8 AN ORGANIZATION WORKS ON THE POLICY 74

10 HEALTHY CHOICE SELECTION: ROLE OF 105

11 GREEN FINANCE: A CONCEPTUAL 135

12 AN OVERVIEW OF UNORGANIZED SECTOR 140

13 SOCIAL MEDIA MARKETING: A LITERATURE 149

14 A CRITICAL ANALYSIS OF INDIA'S GOODS AND 165

Dr. Kishor Kumar1

1Assistant Professor, Department of Commerce, Delhi College of Arts &

According to the Economic Survey 2022, it was stated that

investment resources, becomes a public company, or is purchased

3. Scalable Startups. This category commonly involves

smaller firms in order to build them throughout time and reap

Present Status of Startups in India

2. In 2021, Indian start-ups were successful in raising USD 23

have been implemented by the government since 2016 in

Startups in India: Issues and Challenges

3. Market Structure Issues: The next most essential

technology parks, Incubators, company development

8. Revenue Generation: Many new businesses fail because

Initiatives taken by the government to support or promote

of initiatives from both the government and semi-governmental

is distributed through the CGTMSE, which is administered by

11. NewGen IEDC: The NewGen Innovation and

several years. According to a research entitled Economic Survey

Impact of Covid-19 pandemic on world economies-

2 Assistant Professor, Institute of Commerce, Nirma University

experiencing because of the COVID-19 pandemic. Stock markets

economies can even be worse than the great depression,

negative impact on the performance of the earnings of the corporate

Dr. Diptimayee Mishra 3

3Guest Lecture, Department of Sanskrit, Ramadevi Women’s University,

Key Words: Vedāṅgas, caturāśrama, Svadharma, paribrājaka,

K depend first on the treasury. Therefore, the king devotes his

liquids. Irrigation works constitute flower-gardens, fruit-orchards,

walls surrounded by rooms and an underground cellar should also

The Chief Superintendent of the Treasury

The Chief Superintendent of Ware-houses

festive occasions, pārsvam surcharges, pārinīṇikam compensatory

officers were known as gopas, each in charge of five or ten villages.

The samāhartṛ was an administrative officer in charge of the