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 National Press Associates

New Horizons in
Commerce, IT & Social Sciences
Volume-2

EDITORS
Dr. Kirandeep Kaur
Dr. B.B Singla
Dr. Priyaka Khanna
 New Horizons in
Commerce, IT & Social Sciences

Volume-2

EDITORS
Dr. Kirandeep Kaur
Dr. B.B Singla
Dr. Priyaka Khanna

ISBN No: 978-81-944303-6-0

Published By:
National Press Associates, New Delhi
www.npapublishing.in
.
 New Horizons in Commerce, IT & Social Sciences

EDITORS
Dr. Kirandeep Kaur, Principal, MTS Memorial College for Women, Ludhiana (PB)
Dr. B.B Singla, Assistant Professor, School of Mgt Studies, Punjabi University, Patiala (PB)
Dr. Priyaka Khanna, Associate Professor, Khalsa College for Women, Ludhiana (PB)

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 PREFACE
It is a matter of great satisfaction to bring out enlarged volume of world class education and living
experience which is global oriented. We believe that teachers, students, researchers at every level and
stage of their career have contributed their knowledge, experiences and practices which is presented
through this book. And these leading patterns and practices will enrich and strengthen different minds
with power and pleasure.
We place our gratitude to each and every individual who have benefited us with their expertise in the
present venture and has offered us an opportunity to bring out successive volume on new horizons in
commerce, IT and Social Sciences.
The entire society and human life both have changed considerably since that a few years back. Education
has increased the pace of development and we have developed hundreds time more everything has
changed tremendously including morals, ethics and significance. So is true for education patterns and
traditions. With the advent of commerce, information technology and social sciences most importantly it
has changed the whole picture and has redefined the meanings and standards both. Today, students are
encouraged to realize their own potential of achieving success in the field they may feel inclined to. The
world is open at your disposals and only sky is the limit.
With the rapid expansion of the Indian economy, and cross border deals on an increase the business
environment is unpredictable. as a consequences, the expectation of every individual are higher than ever
before. Also Technology enabled enhanced search, customization, and personalization, which are fast
becoming “must-have” capabilities for every field success. As technology becomes more advanced and
sophisticated over time, its role reaches critical levels of importance in the horizons of commerce, social
sciences and IT.
I hope that this book will become a primer for teachers, educators, and professional developers, across
the country to learn, teach, and practice emerging trends in varied horizons.
Comments and Suggestions for the improvement of this volume shall be highly appreciated an duly
acknowledged.

EDITORS

.
.
 CONTENTS

INCOME EFFECT ON CUSTOMERS’ PERCEPTION REGARDING BRANDED

GOODS WITH SPECIAL REFERENCE TO END OF SEASON SALE
Karun Kant Uppal 1

GREEN ENTREPRENEURSHIP INDIA PERSPECTIVE

Mandeep Kaur 10

A STUDY ON GENDER EQUALITY IN EDUCATION IN JAMMU AND KASHMIR

Mohd Ummer Jan Padder 17

MSMES: THE CORNERSTONE OF INDIAN ECONOMY

Monika Arora 23

HEALTH EDUCATION: BENEFITS OF YOGA, MEDITATION AND DIET DURING

LOCKDOWN
Monika Bhanot 30

IMPACT OF SOCIAL MEDIA ADVERTISEMENT ON BUYING BEHAVIOUR OF

YOUTH
Monika Rani 35

PROMOTING OF SKILLS IN INDIA THROUGH SKILL DEVELOPMENT

PROGRAMMES: GOVERNMENT INITIATIVES
Navdeep Kaur, Ravneet Kaur 41

IPO GRADING IN INDIAN CAPITAL MARKET: AN INSIGHT

Ajay Sidana, Neeru Sidana 46

MARKETING IN VUCA WORLD

Nitisha Jain 56

INTERNET OF THINGS AND ITS IMPACT ON EDUCATION

Pallavi Kaul 62

A COMPARATIVE STUDY OF THE LIFESTYLE, DIETARY HABITS AND ACTUAL

DIETARY INTAKE OF MALE AND FEMALE YOUNG ADULTS IN CHANDIGARH
AND THE IMPACT OF EXAM STRESS ON THEM
Payal 70

ECONOMIC IMPACT OF THE COVID-19 PANDEMIC IN INDIA: THE NEW

NORMAL
Rajesh Kumar 79

.
EMPLOYEE ENGAGEMENT: A DRIVING FORCE IN IMPROVING
PERFORMANCE
Ramneek Kaur 85

STUDY OF PRIVATISATION IN INDIAN HIGHER EDUCATION: PROS & CONS

Ram Singh, Rohit Bansal 91

ASEAN A COHESIVE ENTITY: A STUDY ON THE CHALLENGES AND

OPPORTUNITIES FOR ITS EXISTENCE
Ahmad Nazzan Bin Abdullah, S. Jeevasuthan 96

RISK MANAGEMENT IN BANKS

Sakshi Sangar 102

GREEN MARKETING: AN OVERVIEW

Sarvjot Dhunna 106

ANALYSING THE INVESTMENT BEHAVIOUR OF INVESTORS: AN EMPIRICAL

APPROACH
Savita Sindhu 110

STUDY OF GENDER DIFFERENCE IN LONELINESS AMONG ADOLESCENTS IN

RELATION TO SELF ESTEEM
Seema Bajaj, Gagandeep Kaur 117

CHANGING FACE OF ENTREPRENEURSHIP THROUGH INNOVATION: AN

EXPLORATORY STUDY
Sheetal Soi 122

DIGITAL MARKETING: A TOOL FOR BUILDING BRAND IMAGE

Shivangi 128

DIGITAL MARKETING AND SOCIAL MEDIA MARKETING

Shweta Bansal 137

SOCIAL AND MOBILE MARKETING

Shweta Dutt 142

A FEMINIST PERSPECTIVE: ARUNDHATI ROY'S “ THE GOD OF SMALL

THINGS”
Sonali Rani 148

FORENSIC ACCOUNTING AN ANNIHILATOR TOOL FOR ENDEMIC ILLS IN

BUSINESS: A CONCEPTUAL FRAMEWORK
Sonia Dara 153

.
GENDER PERCEPTION TOWARDS BRANDED GOODS IN CONTEXT TO END OF
SEASON SALE
Sonia Sharma 158

TEACHING AND WORK ETHICS

Sumeet Kaur 166

KANIAVALLY RIVER DRAINAGE PROJECT AND THIRUVANKULAM MURI

RYOT DISPUTE; TRAVANCORE AND COCHIN, DIPLOMACY IN SOUTHERN
INDIA: AN ANALYSIS
Suresh j 171

SECONDARY EDUCATION AND VOCATIONALIZATION OF SECONDARY

EDUCATION
Swarnali Mandal 176

STEREOTYPING OF WOMEN CHARACTERS IN MASS MEDIA: A SYSTEMATIC

REVIEW
Tabbasum Maqbool, Salima Jan 183

.
.
 New Horizons in Commerce, IT & Social Sciences

INCOME EFFECT ON CUSTOMERS’ PERCEPTION REGARDING

BRANDED GOODS WITH SPECIAL REFERENCE TO END OF SEASON
SALE
*
Karun Kant Uppal
*
Assistant Professor in Commerce, Kamla Lohtia SD College, Ludhiana, Punjab, India

Abstract
Income is always considered as the prominent economic reason for conducting any type of
study. It is the portion of income that a person or a family is ready to spend which
determines his/their buying behavior and similarly this disposable income is one of the
catalyst of construction of perception especially towards branded goods. Branded goods
especially the apparels and footwear are soaring high in Indian markets. These have evolved
as the mark of distinction and separates the society on the basis of brand users and non
brand users. Emergence of middle class has increased the number of earners in the family.
The sources of income are diversified and even the home makers are earning even sitting in
the homes today. There is a direct relation in the income and use of branded goods.
Moreover, this charm of using the branded goods has given a pace to the end of season sale
concept in a developing country as ours.
The given paper is an attempt to find the effect of income as the underlying factor for
developing the perception of the customers to purchase branded items especially at end of
the season sale (EoSS) in the urban areas.
Keywords: Disposable, Income,Charm, EoSS, Urban

India is a vast and diversified country. Also, it is the second most populous country on the globe. This leads to
enriched diversification and the advent of consumerism in the modern marketing era. The process of recognition,
establishment and survival for the marketing firms has posed a real challenge in the contemporary marketing. Cut
throat competition due to magnetic attracting factors add to the fuss and mess for these firms which ultimately ends
with a concrete policy making and implementation. “You have either to excel, else perish”. Indian marketing
scenario has witnessed a remarkable and rapid transformation especially during the last two decades or so. From the
economy where majority of income was intended to be saved and major chunk of it was assumed to be spent on the
bare necessities, has surpassed and overlapped with the lavish life style of the modern customer.
Emergence of middle class and increase in number of earners in the family of it, is an additive flavor to the changed
or evolved marketing in Indian scenario. Paper money is replaced with the plastic and electronic money. Of course,
the emergence and development of organized retail sector and recent developments therein especially in the form of
malls, super markets etc is now a sort of addiction to the new purchasers. We have witnessed a favorable number of
GDP, per capita income, disposable income and so but we have a great influence of the demonstration effect from
the west.
Another thing which leads to adoptability of this topic relates to the new emerged purchasing habits of the
customers especially in the context of branded goods, more particular in apparels and footwear. The consumer
surplus so enjoyed depicts the basic human nature of saving and inclination to purchase the dearer in cheaper rates.
This might also be a reason to develop a certain marketing policy by the marketers. It is an old saying that when a
child learns crawling, he starts roaming from room to room in the house but when he knows to step up to walk, he
clinches neighbors houses. This is how, if we have grown economically, however due to many factors & reasons,
we obviously switch to the options to purchase and the things get revolutionized if the variety both vertically and
horizontally precedes the behavior. Of course, inclination towards banded goods is seen as a normal scenario.

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 New Horizons in Commerce, IT & Social Sciences
The flare-up of cyber space and the confrontation of the people to internet at a large to a young country like ours
have added the feature to the modern marketing in the form of e-marketing.
End of the season sale has seen an outburst response in both physical as well as online marketing. There is another
facet of end of the season sale which is pertinent to mention here is that over a past few years, it has emerged as a
strong marketing tool. Talking in context of the orthodox pricing strategies of the marketing mix and other
promotional strategies as well, it is indeed evolved as a strong composition of both especially in context of Indian
market. It is followed by developed countries too in the light of above discussion.
End of season sale is a feeder of the dynamic customer‟s preference and accordingly determines the perceptions in
the light of fashion, availability in the next purchase time, use postponance, consumer surplus, buying behavior,
brand preferences and affordability on the customer‟s end and stock clearance, working capital management,
storage and warehousing cost, change in fashion on the marketer‟s end.
Customer perception is defined as the marketing concept which encompasses a customer‟s awareness, impression,
inclination and/or consciousness about the products offered to him in the market. Business Dictionary defines that it
typically influences customer behavior which gets influenced by advertising, reviews, public relations, social media,
personal experiences and other channels.
The arrangement of the four alphabets (SALE) has a magnetic power to get even the tightest fisted shopper to
indulge. It may be a motivation, influence or might be a demonstration effect or a reflex action of a typical human
psyche. It has a charm of excitement of its own time both for the seller and the buyer and has a tendency to
influence a typical type of consumer and buying behavior.
Branding is the art and cornerstone of marketing . A brand is defined as a specific name, symbol or design – or,
more usually some combination of these- that is used to distinguish a particular seller‟s product. It may be
something to distinguish one producer from another. The word brand is derived from the old Norse word „brandr‟
which means to burn, usually a mark to distinguish a livestock from other of its kind. Also, a potter would identify
his pots by putting mark like a thumbprint into the wet clay on the bottom of the pot and the potter would expect
customers to seek out those products which carried his mark . Today with a considerable change over a time, there
is an increase in modern and sophisticated branding of both tangibles and intangibles.
EoSS may be defined as a sale in which a shop intends / offers to sell the unsold stock of spring, summer, autumn
or winter at the end of each particular season at a reduced price. Cambridge University Press defines it an
“occasion” when clothes or other goods relating to a particular season are sold at a lower price than usual. It has the
unique features of it own that it is a retailing concept;Only retailer, not manufacturer is involvedand Price cuts is
the key feature.
Indian markets witness EoSS in all weather change but prominently succeeding summers and winters.
Cambridge Business English Dictionary explains end of the season sale as “relating to the end of a period of
time when particularclothes, products, etc. are sold in shops”. Prices are reduced by up to 75 percent in our end-of-
season sale. The storesells end-of-season stock at heavilydiscountedprices. It is an occasion when clothes or other
goodsrelating to a particular season are sold at a lowerprice than usual ( http://dictionary.cambridge .org / dictionary
/ english/ end-of-season).Financial Times describes it a sale in which a shop sells unsold stock of spring, summer,
autumn, or winter clothing at the end of each particular season at a reduced price
(lexicon.ft.com/Term?term=end_of_season-sale)
Objective of the study
The study is a buyer centric study only where the objective is to determine the effect of income on customer
perception to purchase branded goods at EoSS.
Research Methodology
A single-cross sectional descriptive research design was undertaken to investigate the issues of enquiry in the
present study. The data have been collected using a structured closed ended questionnaire. There were 500numbers
of responses of questionnaire collected using convenience sampling (non-probability sampling). The sufficiency of
sample size has been derived from the previous studies where the sample size for the similar studies ranges from

2
 New Horizons in Commerce, IT & Social Sciences
120 to more than 500. Collected data was analyzed with the help of SPSS 20.0. The useful information was
extracted using several descriptive statistics (%, mean and standard deviation) and One WayANOVA.
Data Analysis
There is always a strong relationship between income and consumption. Income plays a major role in the purchase
decision of a product. Even an idea to purchase or not to, is perceived immediately succeeding comparison of the
income and price of the product. Now a day, it‟s the time for brands and social recognition. Unfortunately, in
country like India, the social status is judged by the apparels or the footwear of a person concerned especially in the
northern areas of the country. Everyone wishes to wear branded apparels and footwear, and make efforts to
purchase them. But the high prices of the Brands (a distinguishing factor associated) restrict them. Here the concept
of EoSS gets weightage. In our study, an attempt is made to find out which income group prefers to purchase at
EoSS and if they prefer to purchase at EoSS, then what are the significant factors which influence the purchase
decision. As EoSS in itself is an Economic factor, an attempt has been made to study that despite of this dominating
factor which psychological and social factors influence people of different income groups to purchase branded
goods at EoSS.
Hypothesis
H0 There is no significant difference between the customers of different income group and their perception
towards purchase of branded goods during EoSS.
H01 There is no significant difference in income group and their perception with respect to Fear of Missing Out
towards branded goods during EoSS.
H02 There is no significant difference in income groups and their perception with respect to Saving not
Spending towards branded goods during EoSS.
H03 There is no significant difference in income groups and their perception with respect to factor Panic
Buying towards branded goods during EoSS.
H04 There is no significant difference in income groups and their perception with respect to factor Value
Buying towards branded goods during EoSS.
H05 There is no significant difference in income groups and their perception with respect to factor Brand
Inclination towards branded goods during EoSS.
H06 There is no significant difference in gender perception with respect to factor Consonance with Fashion
towards branded goods during EoSS.
H07 There is no significant difference in income groups and their perception with respect to factor Materialism
towards branded goods during EoSS.
H08 There is no significant difference in income groups and their perception with respect to factor Uniqueness
towards branded goods during EoSS.
H09 There is no significant difference in income groups and their perception with respect to factor Attitude
towards branded goods during EoSS.
H010 There is no significant difference in income groups and their perception with respect to factor Reference
Groups towards branded goods during EoSS.
H011 There is no significant difference in income groups and their perception with respect to factor Social Status
towards branded goods during EoSS.
H012 There is no significant difference in income groups and their perception with respect to factor Opportunity
Buying towards branded goods during EoSS

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 New Horizons in Commerce, IT & Social Sciences
Data Analysis and Interpretation
1. Chi-square Analysis
The above Table AA shows the relationship among different income groups and their preference to purchase
branded goods at EoSS. From the above table it is clear that out of total 500 , 96 persons from family income group
(per annum) (0-2 lakh) , 146 persons from income group(2-5 lakh), 176 persons from the income group(5-10 lakh),
Income* Do You Prefer to Purchase at EoSS
TABLE- AA
Chi-
Do you prefer to purchase at EoSS? Total p-value
Square
Strongly Strongly
Disagree Neutral Agree
Disagree Agree
0 10 28 42 16 96 18.575 .099
0-2
0.0% 10.4% 29.2% 43.8% 16.7% 100.0%
1 12 44 59 30 146
2-5
.7% 8.2% 30.1% 40.4% 20.5% 100.0%
Income
4 14 35 91 32 176
5-10
2.3% 8.0% 19.9% 51.7% 18.2% 100.0%
1 7 32 25 17 82
>10
1.2% 8.5% 39.0% 30.5% 20.7% 100.0%
6 43 139 217 95 500
Total
1.2% 8.6% 27.8% 43.4% 19.0% 100.0%

82 persons from the income group (10 lakh and above) purchases at EoSS. The chi square value of the table is
18.575 and p-value is .099> .05.
It means that our calculated results fail to reject Null Hypothesis(H0). In other words, we can say that there is no
statistically significant difference in income group and their perception to purchase branded goods at EoSS. Thus
we can conclude that the people of all income groups prefer to purchase branded goods at EoSS.
As from the above reference it is clear that customers of all income groups prefer to purchase at EoSS. Now an
attempt has been made to find out which factors influence the customer‟s perception and is there any difference in
the various factors and their influence on the perception of customers of different income groups to purchase
branded goods during EoSS.

We have determined the 12 important factors that influence the customer perception to purchase branded goods
during EoSS. For the satisfaction of the above said objective, further an attempt has been made to study whether
there is any significant difference in income group and their perception towards purchase of branded goods during
EoSS. In order to analyze whether there is any statistical significant difference between income groups and their
perception towards purchase of branded goods during EoSS, we have applied One-way Anova.
2. One-wayAnova
Table A
Descriptive Statistics of Customers of different Income Groups and Various Factors Influencing Perception
Income
0-2 2-5 5-10 >10
Mean 16.16 16.18 16.07 16.24
Fear of Missing out
SD 3.28 4.02 3.63 3.80
Saving not Spending Mean 14.61 15.69 15.61 14.56

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 New Horizons in Commerce, IT & Social Sciences

SD 3.34 3.31 3.50 3.48

Mean 8.68 8.19 9.02 8.59
Panic Buying
SD 1.70 2.05 2.01 1.73
Mean 12.04 13.21 12.62 12.41
Value Buying
SD 2.46 2.94 2.51 3.58
Mean 12.16 12.67 12.21 12.71
Brand Inclination
SD 2.60 2.74 2.80 2.40
Mean 12.39 12.58 12.78 12.22
Consonance with Fashion
SD 2.44 2.72 2.61 2.36
Mean 22.72 23.30 23.52 22.26
Reference Group
SD 4.95 5.07 5.33 5.21
Mean 13.93 14.34 14.53 14.91
Social Status
SD 3.49 4.11 3.77 4.49
Mean 16.81 16.13 16.37 16.48
Materialism
SD 3.52 3.45 2.93 3.55
Mean 28.52 28.37 26.57 24.76
Uniqueness
SD 5.09 5.83 5.58 6.49
Mean 12.66 12.51 12.57 12.85
Attitude
SD 2.84 3.32 2.69 2.62
Mean 11.82 13.29 12.22 12.34
Opportunity Buying
SD 2.78 3.11 2.75 3.08

Table A shows the mean value and standard deviation for various factors affecting the perception of customer with
different income groups. From the table given below, it is clear that the customer with income group more than 10
lakh p.a. has the highest mean value (16.24) for the factor „Fear of Mission Out‟, „Brand Inclination‟ with mean
value 12.71, „Social Status‟ with mean value of 14.91 and„Attitude‟ with mean value 12.86.
On the other side the customer with income group 5-10 lakh p.a. has the highest mean value for „Panic Buying‟
(9.021), „Consonance with Fashion‟ with mean value (12.78), „Reference Group‟ with mean value of 23.52
whereas, the customer with Income group 2-5 lakh p.a. has the highest mean value for the factors „Saving not
Spending‟ with mean value of 15.69, „Value Buying‟ with mean value of 13.21 and at last the customer with
Income group 0-2 lakh p.a. has highest mean value for the factor „Materialism‟ (16.81) and „Uniqueness‟ with mean
value 28.52.
Table B
Relationship between Income Group and the factor Fear of Missing Out
Sum of
Df Mean Square F-value p-value
Squares
Between Groups 2.012 3 .671 .049 0.986
Fear of Missing Out Within Groups 6844.330 496 13.799
Total 6846.342 499

Table B shows the output of Anova analysis whether there is a statically significant difference between the group
means for the factor of „Fear of Missing Out‟.The F-value is .049 and p-value is 0.986. Thus, we can see that the
significance value i.e. p-0.986 which is greater than 0.05 and therefore we accept the null hypothesis (H01). In other

5
 New Horizons in Commerce, IT & Social Sciences
words, we can say that there is a statistically non-significant difference in Income groups and their perception
towards purchase of Branded goods at EoSSin regard to the factor „Fear of Missing Out.‟ In other words we can say
that customer of every income group is influenced by the psychological factor of Fear of Missing out.
Table C
Relationship between Income Group and the factor Saving not Spending
Mean
Sum of Squares df F-value p-value
Square
Between Groups 129.216 3 43.072 3.698 .012*
Saving not Spending Within Groups 5777.792 496 11.649
Total 5907.008 499

Table C shows the output of Anova analysis whether there is a statistically significant difference between our group
means. For the factor „Saving not Spending‟. The F-value is 3.698 and p-value is 0.012, which is less than 0.05.
Thus, the null hypothesis (H02) is rejected. We can say that there is statistically significant difference in the Income
groups and their perception with respect to the factor „Saving not Spending‟ towards purchase of Branded goods
during EoSS. In other words, we can say that customers of all income groups have different opinion in regard to the
factor saving not spending, means customers of some income group might treat purchase at EoSS as Saving and
some others don‟t think so.
Table D
Relationship between Income Group and the factor Panic Buying
Sum of Mean
Df F-value p-value
Squares Square
Between Groups 55.487 3 18.496 5.004 .002**
Panic Buying Within Groups 1833.431 496 3.696
Total 1888.918 499

The table D shows the output of Anova analysis whether there is a statistically significant difference between our
group mean. From the table given below, it is clear that the significant value p is 0.002 which is less than 0.05 and
therefore there is a statistically significant difference in income groups and the perception with respect to factor
„Panic Buying‟. Thus Hypothesis (H03) is rejected as there is significant relationship between income groups and
their perception in regard to Panic Buying of branded goods at EoSS. In other words, we can say that customers of
all income groups have significantly different opinion in regard to the factor Panic Buying, that means customers of
some income group goes panic about purchase at EoSS whereas, some others don‟t behave in such manner.
Table E
Relationship between Income Group and the factor Value Buying
Mean
Sum of Squares df F-value p-value
Square
Between Groups 86.400 3 28.800 3.600 .013*
Value Buying Within Groups 3967.648 496 7.999
Total 4054.048 499

Table E shows the output of Anova analysis to determine whether there is any statistical significant difference
between the group means. We can see that significance value p is .013 which is less than the required value is 0.05,
therefore, there is a statistically significant difference in the Perception of different customers of different Income
groups with respect to the factor„Value Buying‟. Thus null hypothesis (H04) is rejected as there is a significant
relationship between Income group and their perception in regards to Value Buying. In other words we can say that
customers of all income groups have significantly different opinion in regard to the factor Value Buying, which

6
 New Horizons in Commerce, IT & Social Sciences
implies customers of some income group takes purchase at EoSSas buying value against money in form of
discounted articlesand some others don‟t believe in such manner.
Table F
Relationship between Income Group and the factor Brand Inclination
Mean
Sum of Squares Df F-value p-value
Square
Between Groups 30.399 3 10.133 1.407 .240
Brand Inclination Within Groups 3571.073 496 7.200
Total 3601.472 499

Table F shows the output of Anova analysis and determines whether there is statistically significant difference
between the group means. The F-value of table is 1.407 and p-value is .240 . As p value is > .05, the null hypothesis
(H05) is accepted. Thus we can say that there is no statistically significant difference between customers of different
income groupsand their perception towards purchase of branded goods at EoSS with respect to the factor Brand
Inclination. In other words we can say that customer of every income group is influenced by the psychological
factor of Brand Inclination to which EoSS has the tendency to satisfy.
Table G
Relationship between Income Group and the factor Consonance with Fashion
Mean
Sum of Squares df F-value p-value
Square
Between Groups 20.830 3 6.943 1.050 .370
Consonance with Fashion Within Groups 3280.818 496 6.615
Total 3301.648 499

The table G shows the output of Anova analysis whether there is statistically significant difference between the
group means. The f value of table is 1.050 and p value is .370 (> .05) as P value is more 0.05, the null hypothesis is
accepted. Thus we can say that there is no statistically significant difference between customers of different income
groups and their perception towards purchase of branded goods with respect to the factor consonance with fashion.
Thus hypothesis (H06) is rejected and we can say there is no significant relationship between customers of different
income groups and their perception towards purchase of branded goods in the respect to factor consonance with
fashion.
Table H
Relationship between Income Group and The factor Consonance with Fashion
Sum of Mean
df F-value p-value
Squares Square
Between Groups 27.600 3 9.200 .840 .472
Materialism Within Groups 5430.598 496 10.949
Total 5458.198 499

The table H shows the output of Anova analysis to determine whether there is a statistically significant difference
between our group means. From the table give below, it is clear that the F-value is 0.840 and p-value 0.472 which is
more than .05. Thus our null hypothesis (H 07) is accepted. In other words, we can say that there is no statistically
significant difference between customers of different income groups and their perception towards purchase of
branded goods at EoSS with respect to the factor „Materialism‟.

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 New Horizons in Commerce, IT & Social Sciences
Table- I
Relationship between Income Group and The factor Uniqueness
Sum of Mean
df F-value p-value
Squares Square
Between Groups 926.919 3 308.973 9.424 .0001**
Uniqueness Within Groups 16262.289 496 32.787
Total 17189.208 499

The Table I shows the output of Anova analysisand whether there is a statistically significant difference between
our group means. From the table it is clear that the significance value „p‟ is .0001 which is less than 0.5, therefore
there is a statically significant difference in customers of different income groups and their perception towards
purchase of branded goods at EoSS with respect to the factor „Uniqueness‟. Thus the null hypothesis H 08 is rejected.
It means that customers of different income groups have different perception in context to the factor „uniqueness‟ in
regard to purchase of branded articles at EoSS.
Table J
Relationship between Income Group and the factor Attitude
Sum of Mean
df F-value p-value
Squares Square
Between Groups 6.927 3 2.309 .273 .845
Attitude Within Groups 4191.575 496 8.451
Total 4198.502 499

The Table J shows the output of Anova analysis and whether there is a statistically significant difference between
our group means. From the table given below, it is clear that p-value, the value of significance, is .845 which is
more than .05.Thus we accept null hypothesis (H09).Therefore, there is statistically non-significant difference in
customers of difference income groups and their perception towards purchase of branded goods at EoSS with
respect to the factor „Attitude‟. It means that customers of different income groups have same perception in context
to the factor „Attitude‟ in regard to purchase of branded goods at EoSS.
Table K
Relationship between Income Group and the factor Reference Group
Sum of Mean
Df F-value p-value
Squares Square
Between Groups 109.715 3 36.572 1.371 .251
Reference Group Within Groups 13229.677 496 26.673
Total 13339.392 499

The table K shows the output of Anova analysis and determines whether there is a statistically significant difference
between our group means. From the table it is clear that p-value is 0.251 which is more than .05. Thus our
hypothesis (H10) is accepted as there is a statistically non-significant difference in the customers with different
income groups and their perception towards purchase of branded goods at EoSS in respect to the factor„Reference
Group‟. It means that customers of different income groups have same perception in context to the factor Reference
Group in regard to purchase of branded articles at EoSS.

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 New Horizons in Commerce, IT & Social Sciences
Table L
Relationship between Income Group and the factor Social Status
Mean
Sum of Squares df F-value p-value
Square
Between Groups 46.495 3 15.498 .995 .395
Social Status Within Groups 7729.305 496 15.583
Total 7775.800 499

The Table L shows the output of Anova analysis and determines whether there is a statistically significant
difference between our group mean. We can see that the calculated p-value is .395, which is greater than .05.
Therefore, there is statistically non-significant difference in perception towards purchase of branded goods by
different income group customers with respect to the factor „Social Status‟ during EoSS. Thus the Null Hypothesis
H11 is accepted. It means that customers of different income groupshave same perception in context to the factor
Social Status in regard to branded goods purchase at EoSS.
Table M
Relationship between Income Group and factor Opportunity Buying
Mean
Sum of Squares df F-value p-value
Square
Between Groups 151.636 3 50.545 5.934 .001**
Opportunity Buying Within Groups 4225.122 496 8.518
Total 4376.758 499

The Table M shows the output of Anova analysis and determines whether there is a statistically significant
difference between our group mean. We can see that the calculated p-value is .001, which is lesser than .05.
Therefore, there is a statistically significant difference in perception towards purchase of branded goods by different
income group customers with respect to the factor „Opportunity Buying‟ during EoSS. Thus the null hypothesis
(H12) is rejected. It means that customers of different incomegroup have differentperception in context to the factor
Opportunity Buying as some think that EoSS is an opportunity to buy branded articles whereas some don‟t.
Conclusion
To conclude we can say that EoSS has a charm for customers of Every Income Group. But when talk in context to
factors then certain factors dominates the customers of all income groups on the other hand certain factors have
relevance for a particular income group. From the above analysis it is clear that the factors fear of Missing out,
Brand Inclination, Consonance with fashion, Reference group, Social Status and Attitude have influence on the
customers of all income groups. While for the factors Saving not Spending, Panic Buyers, Value Buying,
Uniqueness and Opportunity Buying customers of different income groups have different perception. Thus
marketers can plan their strategies keeping in view the above mentioned analysis.
References
1. Khanna Kamini, “Attitude towards Clearance Sales of Liked andDislike Brands: A Study of Shopperstop”, (2017) International
Journal of Science and Research, ISSN-2319-7064 online
2. VyasPreeta H., “Sales Promotion Practices in Apparel Retail Sector
and Challenges Ahead” (2007), IIMahmemdabadW.P. No.2007-11-02,
3. Sengupta, Aniket, "Brand Analyses of Global Brands Versus Local Brand in Indian Apparel Consumer Market" (2014). Teses
andDissertations--Retailing and Tourism Management, http://uknowledge.uky.edu/mat_etds/6
4. SantiniF. de Oliveira ,SampaioC. Hoffmann ; Perin M.Gattermann ;
Vieira V.Afonso, “An Analysis Of The Influence Of Discount Sales Promotion In Consumer Buying Intent And The Moderating
Effects Of Attractiveness”, http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072015000400416,Revista de
Administração (São Paulo), Print version ISSN 0080-2107On-line version ISSN 1984-6142
5. M. Hemalatha& P. Sridevi,” The Antecedents of Clearance Sales Store Satisfaction”,(2010), Journal of Contemporary Research In
Management,October - December, 2010
6. Parul M. &Sandeep Aggarwal, “Consumer Perception Toward Branded Garments:
A Study Of Jaipur”, (2012) IJRFM Volume 2, Issue 2 (February 2012) ISSN: 2231-5985

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 New Horizons in Commerce, IT & Social Sciences

GREEN ENTREPRENEURSHIP INDIA PERSPECTIVE

*
Mandeep Kaur
*
Assistant Professor in Khalsa College for Women, Civil Lines, Ludhiana, Punjab, India

Abstract
Environmental concerns, as fount as consumers’ awareness of trade lime or
environmentally-friendly products, has a definite bang on the coming out of the olive
market. In the epoch of consumerism, numerous customers of luxury food utilization the
goods as eminence symbols. However, the demarcation of category and luxury are
undergoing key shifts in modern existence with clients preferring verdant goods to
uncorrupted luxury products, gratitude to environmental awareness permeating the sell
place. The emerging organic promote brings a lot of opportunities in altered fields. Today,
the publish of green entrepreneurship and sustainable increase intend at producing
environmentally-friendly products. Countless of these victorious regulars in half a shake
hanker after the brands they practice to contemplate their concerns and aspirations for a
recovered world. In this background, a profitable capitalist is one who know how to take in
the key changes in collective dynamics and swing the focus to food and air force that
proclaim highest-quality and induce ‘status’ to every part of intricate in its fabrication and
trade, custody in view the globe upon which we depend upon. Green products artefact goal
be able to expand presentation efficiency. This come up to ‘status products’ conclusion in in
all honesty first-rate public and environmental performance. An effort is ready in this article
to know the start-up and their benefits or prospective areas for the Indian entrepreneurs.
Key Words: Green Entrepreneurship, environment, consumerism, Green market,
sustainable development.
Introduction
“Green entrepreneurship is the pastime of consciously addressing an environmental/social problem/need through
the fulfilment of consumerist dreams with a piercing flat of risk, which has a achieve decisive appearance on the
open environment and at the constant time is financially sustainable.”
“Green capitalist is a name who starts and runs an consumer venture that is intended to be wet behind the ears in its
harvest and processes from the incredibly jiffy it is armed up.”
In contemporary years, the environment has befitted a critical and crucial back copy that affects altogether aspects
of person life, principal to the materialization of the verdant promote concept. Therefore, issues connected to
environmental fortification assert befall one of the first priorities in on the rise countries. In this regard, the
destitution to produce ecological and environmentally-friendly food bear obligatory companies to focus further on
environmental issues in their businesses. The send out of the environment has completed clients to believe about the
crop they are buying. Today, near is a lofty pastime to shield the environment between regulars around the world;
and the behaviour of regulars is tender towards environmentally-friendly green or organic products. The
materialization of the pure sell has fashioned a competitive help between accountable and non-responsible
companies, in a mode that has urged them to focus new on producing spotless or green products. It seems that
realizing this requires the coming out of entrepreneurs who discover and exploit the opportunities.
In fact, entrepreneurs set up green crop and technologies to the advertise and afford the bring down for
unsophisticated entrepreneurship through the transformation of patterns and proto types to corporeal mercantile
products, and in time pure goods and technologies are introduced to the bazaar by green entrepreneurs. The
obtainable structures in scores of forward-looking societies are unstable, and achieving sustainable promotion
requires a new feature of philosophy to transform these structures, such as political, economic, social, and cultural
systems. By shifting to the individual view of nature, the perception of sustainable enlargement is future in the field

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 New Horizons in Commerce, IT & Social Sciences
of interaction between the environment and matter and their mutual belongings on all other. In the course of action
of the appearance of the green market, businesses necessitate to shell out copy interest to environmental and
community purposes in distinction to their efficient goals. On the other hand, in command to illustrate the
environmental evils fashioned by diverse industries, the governments, restricted organizations and persons bear
formulated a broad collection of guidelines tools, standards, and instruments to advance and facilitate businesses to
comply with accurate environmental considerations.
Review of Literature
Eco-preneurship or pure entrepreneurship is a new expression for research, even though selected go to work began
in 1970s, but the focus expected a not much awareness in 1980s and 1990s. The issues like the relations between
sustainability and innovation.
Ghosh 2011 sea green entrepreneurship is an eco-innovation to make a low-carbon economy. It promotes the get
through of inexperienced sovereign state such as electricity bent from solar, wind, geothermal, biogas, biomass, and
low-impact tiny hydroelectric sources.
Chen 2011 The fight amid industries is high-ceilinged for the reason that of exacting environmental conventions
like—Montreal Convention, Kyoto Protocol, restriction of the manipulate of particular dangerous substances in
EEE (RoHS), and litter electronics and electrical apparatus (WEEE), etc.
Austin and Reficco (2009) describes “Corporate communal Entrepreneurship” (CSE) and other factors like treasure
construction etc. that emerged recently. According to IAEA inform (2005), strategic rule development and
thoughtful practice of resources/technology is notable for sustainable cost-effective development.
Drucker (1985) recognizes entrepreneurship schooling as a punish which prepares people, in particular youth, to be
responsible, creative individuals. Gibb and Davies (1991), promotes no-nonsense come close to in pedagogy of
entrepreneurship education.
Hisrich and Peters (1998) suggests that entrepreneurship must focus on identifying strengths/weaknesses of
uncommon types of enterprises and self-assessment. Rae (1997) emphasizes the must for increase of commercial
skills like leadership, communication, assessment, time management skills etc.
Mets (2009) states that the character of entrepreneurship cannot be unseen by the universities anymore; he promotes
states it as catalyse for efficient technology transfer.
Vincett and Farlow (2008) support likelihood of effectively grafting a kindly experiential entrepreneurship classes
in curriculum of transnational schools.
Sabbaghi (2011) throws certain neutral on the magnitude of whole returns, whole precariousness factor, developing
supply returns, and ethical investment.
Johnston (2011) recognizes seven emerging themes which are crucial to HEI productiveness relationships to be
exact the substance of group intermediaries; flexibility, openness, and connectivity of make contacts structures;
heartening net participation; shop consortium in relationships through mutual understanding; involved set-up
learning; escalation cooperation through ability building; and polish change.
Mc Adam and Marlow (2008) describes function of the circumstance in networking activities, and in particular, the
promotion of detail types of networks. chocolate (2008) explores new types of erudition area as the spatial nucleus
of data-based city development. Sharma (2008) identifies information of use positioning device for Indian market.
Objectives of the Study
1. To evaluate the use of Green Products in Indian Economy.
2. To illustrate the advantages and challenges of green entrepreneurs in economy.
3. To check the future prospectus of green entrepreneurship.

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 New Horizons in Commerce, IT & Social Sciences
Research Methodology
The present study is based on secondary data which is collected from reports of different organizations, reports of
the government, time to time news published in various newspapers, web sites and research articles published in the
relevant field.
Indian Start-Up’s & Projects That Are Portion the Country Go Green
Indian entrepreneurs are looking to disrupt the lot authentic from the feature we shop, to how we categorization
food, to how we acquire a leaking tap fixed. However, next to with unnecessary consumption, fall tribulations of
waste, pollution and environmental damage. But fortunately, near are start-up‟s that are looking to assuage these
environmental hazards. joint with a go for group talented green and a technology-led product, they are portion the
country befit greener. Such entrepreneurs and activists who exhibit on track ventures towards sustainable
enlargement focussing on leftover management, substitute sources of energy and awareness platforms.
1. Digital verdant – CD solutions for rural schooling
Digital sour is a not-for-profit association which brings calm technology and group organisations to enhance
agriculture, health and nutrition. They create innovative platforms to make possible rural communities to conceive
and contribute to videos for wider adoption of locally appropriate practices.
2. leftover Ventures – Waste management
Leftover Ventures India averts up to 90% of become emaciated from dumpsites and produces nutrient-rich organic
compost. They put signature on multi-year contracts with home municipalities and employ fallow pickers at their
doling out units to isolate waste. The Delhi-based start-up, launched in 2011, has 44 projects lined up this year.
3. EnCashea – Collecting squander in swap over of coins
Bengaluru-based Encashea collects argument excess for notes in privileged areas of the city. They remunerate for
segregating ecological leftover properly, lowering its environmental impact. Encashea has an machine app that
makes it cool for users to call for a pickup.
4. Fourth Partner Energy – building solar energy user-friendly
Founded in 2010 by Vivek Subramanian, Saif Dhorajiwala and Vikas Saluguti, Fourth Partner Energy (4PEL)
focuses on financing and house rooftop solar projects for commercial, manufacturing and suburban clients. It just
raised $2mn in funding.
5. Banyan country – Recycling fake Banyan inhabitants
Banyan land collects artificial wastes from industries and recycles it for added value in the industry. “We tolerate
get nearer a prolonged mode on the manufacturing face and are straight away totalling occurrence enhancers to the
recycled forced in bid to make certain that the recycled artificial has a larger lifecycle,” says Mani Vajipey.
6. participation plants – hierarchy agricultural estate drives
Verbalize foliage is a professionally-run collection of fill that are resolute to care for the environment not simply by
themselves, but too by sensitising others towards the substance of environment conservation and goading them on
to participate in tree-plantation campaigns.
7. Priti intercontinental – Ecommerce for harvest complete out of ravage
Hritesh Lohiya factually originate his opulence in a trashcan. His start-up Priti intercontinental recycles engineering
and consumer ravage into practical products. This $10million dense designs and manufactures handmade food out
of weaken materials, like handbags from ancient gunny bags, cast off forces tents and denim pants. They plus
produce furniture from fallow tins, drums, long-standing martial jeeps, tractor parts, uncultivated instrument parts
and lamps from mature scooter and motorbike lights.

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 New Horizons in Commerce, IT & Social Sciences
8. HelpUsGreen – Recycling become emaciated flora
Kanpur-based HelpUsGreen makes “flowercycled” geological and licensed organic harvest from flowers. They
hoard flower excess from sitting room of worship and flat the Ganges watercourse and repurpose it into
vermicompost, luxury make you seethe and dip bars through proprietary methods.
9. Jhatkaa – Campaigning platform
Jhatkaa is a new campaigning organisation committed to campaigning for environmental issues. They work in
partnership with civil the social order to engage citizens to last corporate, cultural and regime leaders answerable
through digital letter platforms. Hindustan Unilever newly approved to compensate the exaggerated employees after
Jhatkaa‟s efforts.
10. D&D Ecotech – rain harvesting
Nearly everyone cities in India look a run disaster nowadays fitting to variable rainfall, a mounting populace and
fast built-up development. pierce D&D ecotech, a start-up that helps households and organizations implement rain
harvesting. D&D Ecotech and designs its hold rain harvesting boost structures based on clients requirements and
specifications.
11. The aggressive Indian – inhabitant activism platform
Aggressive Indian is a collective happening namelessly by a faction of Bangaloreans who came as one to see to
„spot fixes‟ they passed out in the metropolitan and in progress a Facebook summon to highlight the same. Today,
they produce spawned a intact origination of activists across the country who self sort out these point fixes, which
incorporate cleaning up limitation areas in the city, and beautifying them with paint and installing plants.
12. Feeding India – attractive free cooking to the inadequate
Feeding India is a party endeavour that tackles two rampant and consistent tribulations in India, that of provisions
depletion and hunger. This is prepared by portion the deprived obtain retrieve to leftover cooked rations from
restaurants and caterers.
13. The alive Greens – Rooftop undeveloped
Founded by Prateek Tiwari, an farming trick and an MBA from Indian Institute of far-off Trade, existing Greens
Organics is a Jaipur-based start-up that helps to align up rooftop farms and kitchen gardens. Their plan is to develop
organic vegetables on every roof and to translate every edifice into a living wage grassy building, as follows
generating the prevalent figure of city carbon credits in the world.
14. Unsophisticated Ventures – Sustainable energy solutions
Environmentally friendly Ventures creates sea green technologies and innovative commercial models to fashion
sustainable energy solutions. Their solutions add in large-scale renewable energy initiation projects, enhanced
energy efficiency schemes, and rural party energy initiatives.
Advantages & Disadvantages of Corporations Going Green
Small businesses that leave immature accumulate currency and expand their corporate images. Switching to an eco-
friendly office, plant, pile up or crop be able to for the moment fall your profits and downgrade productivity, but
undersized businesses be able to cause somebody to natural changes a large amount quicker than chubby
corporations, off-putting the shock to a pretty fleeting period. Balancing the conduct you liveliness inexperienced
minimizes the disadvantages and maximizes the profit of civilizing your carbon path in your community.
I. Reduced convenience expenses
 Even trivial businesses canister a lot shrink their function expenses by technologies that are energy
professional and fewer wasteful. Switching nimble bulbs from luminous to Energy Star-rated CFL bulbs
lowers your exciting bills immediate. Next-generation LED bulbs collect still supplementary energy and
retain longer lifespans, but they are a great deal supplementary high-priced and usher being to earn your

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 New Horizons in Commerce, IT & Social Sciences
 Adding energy-efficient windows and doors decreases heating and cooling costs, as does lowering your
personnel thermostat somewhat in chill and raising it during summer. benefit companies in several
communities are prepared to happen to your selling for a free energy audit, gift suggestions for expenditure
savings.
II. Decreased Environmental effect
 In accumulation to the bottom-line remuneration big business receives from ready green, foster the
environment once take advantage of not as much of electricity and fill with tears and lessen the vandalize
produce that goes into landfills.
 Recycling term paper and by longer-lasting goods reduces the quantity of energy desired to produce
alternate products. construction generates new solar energy than it uses, tin sell like hot cakes
overindulgence electricity to control company, requiring them to create take away energy.
III. Improved open Image
 Any time concern insert a wet behind the ears initiative to workplace, be able to avail yourself of the
aftermath to create activist free relations. Promote environmental help to the media through reporters
releases to earn the consideration of prospective customers and achievable new sales.
 Include naive initiatives on effect packaging, ads and marketing equipment to request to patrons who have
a preference organic products.
IV. Rebates and ask too much of remuneration
 Going gullible is easier with the assistance of central and status governments, confined municipalities,
hose districts and exciting companies that submission levy incentives and rebates.
 Depending on live, low-flow toilets, energy-efficient hose heaters, solar panels and other conversions
limit for ask too much of credits and purchase-price rebates. Not single make stop cash as compel to a
house other energy efficient, but too boost the attach importance to of the building, escalating the revisit on
investment.
V. Bigger money Outlays
 Some sea green conversions involve an preliminary currency expenditure that decreases bottom-line
concert whereas the investment is paying for itself. This container fall monthly gain or twelve-monthly
profits.
 An investment in immature technology power strain budget, leave-taking excluding riches for other funds
or requiring to filch out an interest-bearing loan.
VI. Decreased Productivity
 It‟s easier for workers to toss paper, artificial and other matter into one demolish canister than it is to
person the trash. total recycling to office, may perhaps look into a slender decline in employee
productivity.
 Purchasing field is necessary to search for and verify the lime level of crop and vendors, they will squander
added time purchasing than once they may well immediately grip the cheapest property and services.
VII. Increased Business Opportunities
 Some leadership agencies, industrial businesses and non profit institutions mandate that individual
businesses that join explicit olive principles tin submission on their contracts. roughly additionally
mandate that their purchasing departments individual acquisition rural goods or practice goods and air
force sold by companies that pick up a few recyclable standards.
 The EPA provides guidelines and principles for companies that desire to move unripe formally to modify
for these benefits. Not the complete principles are command mandated, with the job of Management and
make financial arrangements directing central agencies to seem for companies that encounter voluntary --
slightly than management -- standards, once.

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 New Horizons in Commerce, IT & Social Sciences
Challenges for Green Entrepreneurs In India
A multinational be able to tolerate if it has confirm from completely stakeholders such as command benevolent levy
benefits, suppliers focusing on supplying environmentally forthcoming resources and customers import green
products. The main challenge for callow entrepreneurs is patron merit formation through innovative foodstuffs and
price control. down with this client instruction on environment sanitation is any more task. Nevertheless, gullible
entrepreneurs realize challenges like be deficient in of substitution of the time-honoured merchandise, asking price
control, redesigning, jam and need of R&D infrastructure etc. These challenges bottle be concentrated if fitting
verification is expected from every one of stakeholders distressing concern assessment of any concern.
Indian Market Scenario for Green Entrepreneurs
 To bestow sentimental advance for authorities of a Micro, minute and average activity (MSME) as and for
pursuing opportunities for development for untaken MSMEs, the Union Finance Minister (2015-16)
launched two rites by slight Industries enhancement put in the bank of India (SIDBI), a support of cash
with figure up body of Rs. 12,000 crore, gossip media.
 The cash are Rs. 2,000-crore India aim store (IAF) and SIDBI designate in India give somebody a loan of
for Enterprises (SMILE) conspiracy with an investment mass of Rs. 10,000 crore. The India want supply is
a finance of income that would invest in venture funds finances for encounter the even-handedness
prerequisite of MSME start-ups.
 Life assurance Corp. of India (LIC) will be a partner and co-investor in the fund. The second savings
account is a debt back called SIDBI be selected for in India advance for Enterprises (SMILE), which was
announced in the Union finances in February. The supply will impart tender expression loans and loans in
the natural history of quasi-equity to MSMEs to congregate debt-to-equity norms and pursue development
opportunities in obtainable MSMEs.
 The Rs 10,000-crore grin scheme, which has built-in senior concessional terminology for the enterprises
promoted by scheduled class (SC)/Scheduled tribes people with Disabilities (PwD) and women, is likely to
help around 13,000 enterprises with employment of all but 2 lakh persons.
 The direction has association diverse organizations which dedicate yourself to in commerce promotion &
entrepreneurship occurrence in separate sectors. The organizations give certificate framework support, in
add-on to teaching & economic aid.
 Khadi & Village Industries Commission, COIR live miniature Industries expansion group of India,
inhabitant Manufacturing Competitiveness Council, inhabitant cleverness event Corporation, smooth
single states across India hold set of connections personally all ears organizations which production
towards the advance & stanchion of minute size industries.
 Additionally, productiveness friendship networks are crucial in steering management guiding principle &
action as well. absolute make an inventory of commerce Associations inhabitant stack for farming & Rural
increase (NABARD) Laghu Udyog Bharati (LUB) association of Indian Chambers of trade and
engineering (FICCI) fusion of Indian manufacturing (CII) The allied Chambers of buying and production
of India (ASSOCHAM) association of Indian Micro and undersized & avenue Enterprises (FISME).
Green Business Ideas for Entrepreneurs in India
1. Countrified Food: Budding cooking by creating unimportant tray preserved plants to grand mal inside a
balcony, in enjoin to facilitate individuals to nurture their personal foodstuff or creating dutiful eco-
friendly gardens on rooftops to give intact communities is a profitable and scalable point with a blameless
application. Green agricultural and organic fertilizer sales are other lime crop growing trade dreams.
2. Green Heating: Solar hose down heating systems be capable of be installed in any construction in bid to
afford up to 70% excitable dampen as soon as correctly installed to a family. after integrated with the
building, solar hose down heating systems be capable.
3. Natural Cleaning: By eco-friendly detergents preserve but b an alternative superior notion to safeguard
environment.
4. Green Consultant: This gentle of responsibility involves generating a routine by probing their client‟s
energy, requests and analysing their strengths and weaknesses.

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 New Horizons in Commerce, IT & Social Sciences
5. Rural Transportation: Replacing one‟s car for a additional eco-friendly answer is a impressive method to
perform rural and for sinking their carbon-footprint. stimulating and gab scooters and emotional bikes are
available to intensification in popularity.
6. Environmentally friendly Building: Level if are not in the construction market, be capable of participate
in this transnational with unripe food like water-saving toilets, rooftop solar panels, or unvarying after-
installation servicing.
7. Green Fashion: Be capable of benefit organic cotton, reused fabric scraps and still false bottles to fright a
recyclable mode line. You bottle design silk panel artwork for eco-friendly T-shirts, or designer handbags
and side dishes ended of recycled materials. Be creative and invent your possess policy of eco-friendly
clothes.
Conclusion
On the basis of this paper it canister be concluded that sea green entrepreneurship has opened gargantuan occasion
for beginners who has identified and explored innovative dreams in allocation the Indian society. Transformation in
Consumer trade mould on the foundation of eco-friendly or whole item for consumption here is a distance cosmos
for the green entrepreneurship. Wet behind the ears Entrepreneurs are a work of Innovation, Technology,
Sustainability and Environment. They container take home profit as competently as shared recognition in the
society. The star stories from India highlight the feasibility of simple entrepreneurship as a thing model. However,
the models assert their particular hard of opportunities and challenges for green entrepreneurs.
References
1. Allen JC, Malin S (2008), Green Entrepreneurship: A Method for Managing Natural Resources, Soc Nat Resource 21: 828-844.
2. Berle, G. (1991), The Green Entrepreneur: Business Opportunities That Can Save the Earth and Make You Money, Liberty Hall
Press, Blue Ridge Summit Pennsylvania.
3. Choudhary Sanjeet, Patil Neelam (2015), Green Entrepreneurship: Role of Entrepreneurs in Energy Economics in Nepal, Annual
Research Journal of Symbosis Centre for Management Studies, Pune, Vol.3, pp.166-175
4. Follows SB, Jobber D (2000), Environmentally Responsible Purchase Behavioral Test of a Consumer Model, European Journal of
Marketing,34: 723-746
5. http://indiatoday.intoday.in/gallery/green-innovators-entrepreneurs-ecofriendlybusiness-ideas/2/8887.html
6. Indian Green Energy Entrepreneur Named “Champion of Earth” - Economic Times. (n.d.). Retrieved August 04, 2014, from
http://articles.Economictimes.indiatimes.com/ 2010-04-22/news/27570568_1_renewableenergy-carbon-clean-technologies
7. Larson, A. L. (2000), Sustainable Innovation through an Entrepreneurship Lens, Business Strategy and the Environment, 9(5), 304-
17.
8. http://www.freepatentsonline.com/article/InternationalJournalStrategicManagement/294370988.html
9. Ratti Mamta, Chhibber Shruti (2014), Green Entrepreneurship: Road to Green Economy Environment-Sustainable Social System,
International Journal of Social Science & Interdisciplinary Research (IJSSIR), Vol. 3(11), pp-82-95 Professional Panorama : An
International Journal of Applied Management & Technology Green Entrepreneurship: Strengthening Indian Economy by Innovating
the Future
10. Sharma NK, Kushwaha GS(2015), Emerging Green Market as an Opportunity for Green Entrepreneurs and Sustainable Development
in India, Entrepreneurship and Organization Management, Omics Publishing group.
11. Schaper, M. (2005). Understanding the Green Entrepreneur, In M. Shaper, (Eds.)et al., Making Ecopreneurs: Developing Sustainable
Entrepreneurship, pp. 3-12, Hampshire, UK: Ashgate Publishing Limited.

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 New Horizons in Commerce, IT & Social Sciences

A STUDY ON GENDER EQUALITY IN EDUCATION IN JAMMU AND

KASHMIR
*
Mohd Ummer Jan Padder
*
Lecturer, Dept. of Economics, Government Degree College Kotranka, Rajouri, J&K, India

Abstract
Education will be used as an agent of basic change in the status of women. Education is the
key factor for women empowerment, prosperity, development and welfare. Gender equality
is not exclusively fundamental human right but it is also essential for poverty reduction and
sustained economic growth. Gender disparity has been a major issue for achieving the goal
of universal elementary education in India. For achieving gender equality in education, the
government of India launched various schemes such as National Programme for Education
of Girls at Elementary Level (NPEGEL), Kasturba Gandhi Balika Vidyalaya (KGBV), Beti
Anmol and Sarva Shiksha Abhiyan (SSA) etc, which helps to reduce gender inequality in
education in India. Jammu and Kashmir is one of the backward education states in India
with respect of women’s education. The central and state governments lunched various
schemes to educate women in the state. The literacy rate of Jammu and Kashmir had
increased by 13 per cent in last decade from 65.75 per cent in 2001 census to 78.26 per cent
in 2011census and female literacy rate had increased by 16 per cent in last decade from 41.82
per cent in the census 2001 to 58.01 per cent in 2011census due these schemes. The
government of Jammu and Kashmir had established 9 women ITIs and 12 women wings in
the existing ITIs have been established under Prime Minister Reconstruction Programme
and 287 girls middle school have been developed under NPEGEL and 97 special residential
schools under KGBV for girls students have been opened in economically and educationally
backward areas in the state to reduce gender inequality in education. Under the scheme of
Saakshar Bharat Programme 1684 women were literate in 2015-16 in Jammu and Kashmir
and Rs 1.72 core amount released/ utilized under National Scheme of Incentives to girls’
secondary education in Jammu and Kashmir. The objective of the study highlights the
gender equality in education in Jammu and Kashmir. The present paper is based on
secondary data and Compound Growth Rate was used.
Key Words; Gender equality, Education and Schemes
Introduction
“Education is the most powerful weapon which you can use to change the world”
Nelson Mandela
Education is one of the principal means to build the defence of peace” in the minds of men and women everywhere
– the mission assumed by UNESCO when the Organization was created more than half a century ago. The right to
education is a core human right and everyone has the right to education. The right to education means that
education should be available for every child. However, in many parts of the world gender inequality is widespread,
affecting access to education for girls. Education will be used as an agent of basic change in the status of women.
Education is the key factor for women empowerment, prosperity, development and welfare. Gender equality is not
exclusively fundamental human right but it is also essential for poverty reduction and sustained economic growth.
Promoting gender equality in all areas of education is the means by which we can ensure not only that the basic
needs of girls and boys are met, but that they have the opportunity to achieve their full potential and realize their
human right. Gender equality in education means girls and boys have equal opportunities to enter school, as well as
to participate in and benefit from the range of subjects or other learning experience offered in schools and
classrooms.

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 New Horizons in Commerce, IT & Social Sciences
Education is the key which opens the door to life, develops humanity hand promotes national development. Women
education is an input to the development of any country. It is very effective tool for women‟s empowerment not
only from the point of view of literacy, but it has inter-linkage with other social parameters viz population growth,
health care, education of children etc. Women education enables rural women to acquire new knowledge and
technology required for improving and developing their tasks in all fields. Female education is essential for higher
standard of health and improved „maternal competence‟ which leads to lower infant mortality. It is necessary to
educate women, when women are educated that means every family is educated and knowledgeable women can
face all challenges in her life.
Objective and Methodology
The major objective of the paper is to study the gender equality in education in Jammu and Kashmir. The present
study is based on secondary data and was collected from various census reports, J&K digest of statistics and
Indiastat. Compound Growth Rate was used to find trend in female enrollment during the period from 2000-01 to
2013-14.
Women Education in India
The history of female education in India has its roots in the British Regime. Women‟s status in India has not been
uniform during different historical periods. During Vedic period women had equal rights with men. All the
privileges entitled to a son were given to the daughters. During the post-Vedic period the status of women started
deteriorating and continued the same Mughal period and first half of the 19 th century. But towards the second half
of the 19th century women‟s education started improving in the country. Education of women has been top most
priorities of development planning. Indian constitution not only grants equality to women but also empowers the
state to take on ways positive discrimination in favour of women for neutralizing the increasing socio-economic and
political disadvantages faced by them. Gender disparity has been a major issue for achieving the goal of universal
elementary education in India. For achieving gender equality in education, the government of India launched
various schemes such as National Programme for Education of Girls at Elementary Level, Kasturba Gandhi Balika
Vidyalaya, Beti Anmol and Sarva Shiksha Abhiyan etc, which helps to reduce gender inequality in education in
India. The adult literacy rate had increased from 61 per cent to 69.3 per cent during the period 2001-2011 and it was
70.5 per cent in 2014. The increase in adult literacy rate was higher in female than males and gender gap was also
reduced (ESG, 2016).
Table 1: Literacy Rate in India
Census Year Persons Males Females
1951 18.3 27.2 8.9
1961 28.3 40.4 15.4
1971 34.5 46 22
1981 43.6 56.4 29.8
1991 52.2 64.1 39.3
2001 64.8 75.3 53.7
2011 73 80.9 64.6
Source: Educational Statistics at a Glance 2016
Note: 1951-71: Aged group 5 and above, 1981-2011: Aged group 7 and above

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 New Horizons in Commerce, IT & Social Sciences

90
80
70
60
50 Persons
40 Male
30 Females
20
10
0
1951 1961 1971 1981 1991 2001 2011

Figure 1: Literacy rate in India from Census 1951 to 2011

Figure 2: Gender priority in India from 1950-51 to 2014-15

Education of Women in Jammu and Kashmir
Jammu and Kashmir is one of the backward education states in India with respect of women‟s education. The
educational status of women in Jammu and Kashmir like their counterparts elsewhere in the country is also
depressing and quite dismal. The literacy rate of Jammu and Kashmir had increased by13 per cent in last decade
from 65.75 per cent in 2001 census to 78.26 per cent in 2011census in males while as female literacy rate has
increased by 16 per cent in last decade from 41.82 per cent in the census 2001 to 58.01 per cent in 2011census
(Economic Survey, 2013-14).The gender gap also reduced 20.25 per cent due to higher rate of increase in the
female literacy rate (Economics Survey, 2014-15).

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 New Horizons in Commerce, IT & Social Sciences
Table 2: Literacy Rate in Jammu and Kashmir
Year Male Female Total MFG
1961 19.75 5.05 12.95 14.7
1971 31.01 10.94 21.71 20.07
1981 41.46 18.73 30.64 22.73
1991 NA NA NA NA
2001 65.75 41.82 65.67 23.93
2011 78.26 58.01 68.74 20.25
Source: Census 2011
NA: Not Available
MFG: Male-female Gap

Figure 2: Literacy Rate in Jammu and Kashmir

Note: * indicates Not Available
The highest female literacy rate was found in winter capital Jammu district (77.41%) followed by Samba (74.39%),
Kathua (64.56%) and Leh (64.52%). The female literacy rate of summer capital of Jammu and Kashmir (Srinagar
district) was found 63.47 per cent. The lowest female literacy rate was found in Ramban district (40.04%). The
female enrollment in primary schools increases from 3.08 lakhs to 4.88 lakhs during the period 2002-03 to 2013-14.
In middle school, the female enrollment also increases from 1.47 lakhs to2.42 lakhs during same period. Further in
high and higher secondary schools, the female enrollment also increased from 1.32 lakh to 2.14 lakhs during the
period 2002-03 to 2013-14. As far as the female enrollment was concerned in colleges, there was also improvement
in enrollment during the period (Digest of Statistics, 2013-14).
Schemes for Women Education in Jammu and Kashmir
The central and state government were launched various schemes for improvement of women education in the state
in terms of enrollment, dropout and gender gap in education. Due to launch of these schemes, the literacy rate of
women has increased 16 per cent during the last decade which shows that there is improvement in female education.
The following are the important schemes that give gender equality in education.

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 New Horizons in Commerce, IT & Social Sciences
1. National Programme for Education of Girls at Elementary Level (NPEGEL): NPEGEL is a focused
intervention aimed at enhancing girl education. The scheme provides development of „Model School‟ in
every cluster with more emphases on girl enrollment especially dropout and never enrolled children. In the
state 593 Model Schools have been established under this scheme. The need based incentive like
stationary, books and sports equipments for girls in identified schools were provide under this scheme.
2. Beti Anmol: The state government “Beti Anmol” scheme launched in 2011- 12 with a view to capture post
matric dropout rate of girl students belonging to Blow Poverty Line (BPL) and attractive their employment
prospects. Under this scheme, an amount of Rs 5000/ is to be given as incentive to the girl students of
educationally backward blocks, who pass their matriculation examination and get themselves enrolled in
the 11th class. The amount is given in the shape of bank deposit only after the students pass 12 th class
examination. Under the scheme of Beti Anmol, 97 educationally backward blocks presently catering to the
girl students in the state. The main objective of this new scheme is to empower women through education.
Beti Anmol scheme provides 5,955 girl students incentives during 2012-13 and 5,335 girl students were
provided incentives during 2013-2014, ending March, 2014.
3. Kasturba Gandhi Balika Vidyalaya (KGBV): KGBV is another important scheme for girl education
which empowers women. KGBV is a scheme for setting up residential schools at upper primary level for
adolescent girls belongs to SC, ST and OBC community. Under this scheme 99 KGBVs have been
established in the Jammu and Kashmir state. The enrolled girl students provide with free boarding and
lodging facility and also provide day today expenses.
4. Saakshar Bharat Mission Programme: A new initiative for adult literacy has been taken at national and
20 districts of Jammu and Kashmir, having less than 50 per cent literacy rate as per 2001 census were
approved under Saakshar Bharat Mission Programme. This is another major flagship scheme and focuses
on female adult literacy rate in the age group 15 years and above across the state excepting Jammu and
Samba district. Under this scheme 29432 women were made literate in the state during the period 2012-13
to 2015-16. Under the scheme of Saakshar Bharat Programme 1684 women were literate in 2015-16 in
Jammu and Kashmir and Rs 1.72 core amount released/ utilized under National Scheme of Incentives to
girls‟ secondary education in Jammu and Kashmir (Indiastat).
Table 3: Female Enrollment in Jammu and Kashmir from 2000 to 2014 (lakhs)
Year Primary Middle High/Higher Secondary
2000-01 5.09 1.95 1.44
2001-02 4.39 2.32 1.81
2002-03 3.08 1.47 1.32
2003-04 3.13 1.56 1.27
2004-05 5.12 2.03 1.53
2005-06 5.78 2.08 1.57
2006-07 4.58 2.46 1.48
2007-08 5.43 3.14 2.22
2008-09 5.03 2.42 2.14
2009-10 6.46 3.13 2.7
2010-11 6 3.23 2.79
2011-12 5.03 2.6 2.24
2012-13 5.5 2.56 2.15
2013-14 4.88 2.42 2.14
CGR 2.63 3.8 4.84
Source: Digest of Statistics 2013-14
Table 3 shows the female enrollment in primary, middle, high/higher secondary schools in Jammu and Kashmir
during the period from 2000-01 to 2013-14. The Compound Growth Rate of female enrollment in primary school
was 2.63, middle school was 3.8 and in high/ higher secondary schools it was found 4.84. The table clearly depicts

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 New Horizons in Commerce, IT & Social Sciences
that as we move higher classes the enrollment of females increased which shows that there is improvement in
female education in the state.
Conclusion
Gender disparity is one of the most serious problems in our society particularly in education which is the key factor
for women empowerment, prosperity, development and welfare. In Jammu and Kashmir females are educational
backward when compared to women at national level. The number of schemes has been launched by the central
government which made lot of improvement in female literacy rate in the state. The literacy rate of female had
increased from 41.82 per cent in 2001 to 58.01per cent in 2011. The study depicts that as we move higher classes
the enrollment of females increased which shows that there is improvement in female education in the state but
disparity still exists. The female literacy rate had rise 16 per cent but gender gap reduces only 3 per cent during a
last decade. In order to reduce more gender gap in education, the government should be take new steps to educate
more girls in the state for the upliftment of economic, social and political status of woman in the state.
References
1. Digest of Statistics, (2013-14) Directorate of Economics & Statistics Government of Jammu and Kashmir.

2. Economic Survey, (2013-14) Directorate of Economics & Statistics Government of Jammu and Kashmir.

3. Economic Survey, (2014-15) Directorate of Economics & Statistics Government of Jammu and Kashmir.

4. Education Statistics at a Glance, (2016) Government of India, Minister of Human Resource Development, Department of School
Education & Literacy

5. Kaur Amandeep and Gaurav K. (2014) “Education for Women Equality”, Right to Education: Challenges and Implementation edited
by Neetu Ohri, Yashoda C and Sandeep K, APH Publishing pp. 25-29.

6. Kaur Narinder (2014) “Education for Women Equality”, Right to Education: Challenges and Implementation edited by Neetu Ohri,
Yashoda C and Sandeep K, APH Publishing pp.276-280

7. Rashid, Ruhee, Maharashi, Santosh K. (2015),“Status of Female Education in Jammu & Kashmir since 1950”, American Journal of
Educational Research, 6(3), 731-735

8. Sameena and Jameel Ahmed (2015), “Gender Disparity in Education: A Study of Poonch District in J&K”, International Journal of
Economic and Business Review, 3(3), 141-147.

9. Shettar, Rajeshwari, M. (2015), “A study on issues and challenges of women empowerment in India”, ISOR Journal of Business and
Management, 4(17), 13-19

10. Suri, Kavita (2013), “Enhancing Women‟s Empowerment through Capacity Building Program: Reflection from Jammu & Kashmir”,
Journal of Business Management & Social Sciences Research, 4(2), 82-85

11. Verma Harpeet (2014) “Education for Women Equality”, Right to Education: Challenges and Implementation edited by Neetu Ohri,
Yashoda C and Sandeep K, APH Publishing pp.162-164

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 New Horizons in Commerce, IT & Social Sciences

MSMES: THE CORNERSTONE OF INDIAN ECONOMY

*
Monika Arora
*
Assistant Professor, Khalsa College for Women, Civil Lines, Ludhiana, Punjab, India

Abstract
The role of MSMEs in the economic development of a country cannot be over-emphasized.
They contribute significantly to exports, GDP, innovations, human resource development
and poverty alleviation. This sector gives boost to sustainment development of the country
by promoting growth as well as social progress. Being a second higher employment provider
in India, MSME sector commands serious attention from government of India. Government
should take necessary policy measures to encourage the infinite growth of MSME
enterprises.
Keywords: Indian Economy, MSME’s, GDP.
Introduction
The worldwide significance of micro, small and medium enterprises is known for the reasonable contribution
towards business sector of an economy. Both developed and developing nations have recognized the significance of
micro, small and medium enterprises (MSMEs). It has been observed that it is not only the big businesses that
provide the foundations of the nation’s economies, but small enterprises also play significant role in growth of the
economies of nations. In view of their crucial role, some developed countries have started strategic, financial and
counselling programmes to support them. Few of such examples in some developed economies such as USA where
the government provide loans, advice, expert advice, as well as legal assistance on exports through the Small
Business Administration. In the United Kingdom, there is a Ministry for Small Firms within the Department of
Trade and Industry and a Small Business Service entered into a form of collaboration to help develop a policy
framework for SMEs in the country and assist them to grow to greater heights. In Korea the institute of economic
affairs (IEA) and the Korea Development Institute (KDI) of the Republic of South Korea which gathers evidence,
analyses the needs of small business. In order to help promote small business growth in Japan, the state provides
various types of support. First, there is enhancement of the potential of academia, industry and government through
promotion of collaboration among them and advancement of mutual exchange and education for article-making
technologies and innovation and there is active support for the self-help efforts of motivated start-ups, growth, and
technical innovation. Adding to it, there is the holding of training workshops and seminars and improvement of the
common infrastructure of MSMEs to actively use information technology (IT) and promote business innovation to
cope with the IT revolution (MSME Agency, 2008). The government in different parts of the world increasingly
promoting and supporting the growth of MSMEs as force for the promotion of an economy and they contribute
immensely to economic development. Small manfacturing enterprises play a significant role in creation of
employment opportunities in the country. There are approximate 240 to 245 million formal and informal enterprises
(world Bank, 2019). MSMEs in informal sector are estimated to be around 74% of the total. 77% of MSMEs are
found to be in developing countries. MSMEs have been found to contribute immensly to employment generation,
gross domestic product, entrepreneurial skill development and innovation to many developing countries (Cook &
Nixson, 2000; Agyapong, 2011). But as was pointed out by Page (1978), inadequate research in the sector creates
policy constraint in that area. This continues to be the situation in India where research interest in the critical role of
small businesses in economic growth still remains very low despite small businesses widespread. In India, though
the data on this group is not readily available, the little information available from the Ministry of MSME indicates
that 90% of companies registered are micro, small and medium enterprises. This target group has been identified as
the catalyst for the economic growth of the country as they are a major source of income and employment.
India with a second largest population in the world of over 130 crores is facing a number of socio-economic issues
which are posing a serious concern to a developing economy. Socio-economic problems like unemployment,
poverty and low investment throw a significant impact on micro and macro economy of the country. There are

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 New Horizons in Commerce, IT & Social Sciences
several other areas of concern such as, imbalance in regional development, under developed infrastructure in rural
villages and underutilization of natural and human resources. All of these issues hamper the economic development
in the country. As a solution to these concerns, many developing and developed countries are promoting Micro,
Small and Medium Enterprises (MSMEs) for their sustained economic growth. The overall growth of MSMEs is
significantly required to achieve the national imperatives of financial inclusion and generation of significant levels
of employment in urban and rural areas across the country. The continuous initiatives are taken by the ministry to
promote MSMEs in all areas of agriculture, manufacturing and services sectors because each of these sector will
continue to be every relevant to the overall GDP growth as well as employment generation.
India to become a USD 5 trillion economy by 2022 and providing employment to 12 million young people every
year will have to continuously work for the promotion to micro, small and medium enterprises. MSMEs are
backbone of Indian economy and will play decisive role in its economic growth. India has already become the
world 3rd largest startup ecosystem and the youngest startup nation. India’s GDP growth is expected to touch 8
percent plus again and the country likely to emerge as a USD 5 trillion economy by 2025. India’ growth in the next
decades will be lead by a new class of companies in the form of MSMEs and start up. MSMEs provide employment
to vulnerable sectors of the workforce, such as women, youth and people from poorest households upto 60-70
percent of total employment.
Definition of Micro, Small and Medium Enterprises in India
There are several definitions of the term micro, small and medium enterprises (MSMEs), varying from country to
country and varying between the sources reporting MSME statistics. The commonly used criteria at the
international level to define MSMEs are the number of employees, total net assets, sales and investment level. If
taking employment as the criterion to define, then there exists variation in defining the upper and lower size limit of
a MSME. The European Union makes a general distinction between self-employment, micro, small and medium
sized businesses on the basis of following criteria:
Number of employees
0 Self Employed
2-9 Micro Business
10-49 Small Business
50-249 Medium size Business

Source: Effective Policies for Small Business: A Guide for the Policy Review Process and Strategic Plans for
Micro, Small and Medium Enterprise Development (2004), UNIDO and OECD,
http://www.unido.org/fileadmin/user_media/Publications/Pub_free/Effective_policies_for _small_business.pdf
In the Indian context, micro, small and medium enterprises as per the MSME Development Act, 2006 are defined
based on their investment in plant and machinery (for manufacturing enterprise) and on equipments for enterprises
providing or rendering services. According to the Micro, Small and Medium Enterprises (MSME) Development Act
of 2006, (India) a micro enterprise is where the investment in plant and machinery does not exceed twenty five lakh
rupees. A medium enterprise is where the investment in plant and machinery is more than five crore rupees but does
not exceed ten crore rupees. A small enterprise is where the investment in plant and machinery is more than twenty
five lakh rupees but does not exceed five crore rupees. In the case of the enterprises engaged in providing or
rendering of services, as (a) a micro enterprise is where the investment in equipment does not exceed ten lakh
rupees. (b) a small enterprise is where the investment in equipment is more than ten lakh rupees but does not exceed
two crore rupees. (c) a medium enterprise is where the investment in equipment is more than two crore rupees but
does not exceed five crore rupees. According to the Ministry of Micro, Small and Medium Enterprises, recent
ceilings on investment for enterprises to be classified as micro, small and medium enterprises are as follows:
Classification Manufacturing Enterprises* Service Enterprises**
Micro Rs. 2.5 million/ Rs. 25 lakh Rs. 1 million/ Rs. 10 lakh
Small Rs. 50 million/ Rs. 5 crore Rs. 20 million/ Rs. 2 crore
Medium Rs. 100 million/ Rs. 10 crore Rs. 50 million/ Rs. 5 crore
* Investment limit in Plant & Machinery ** Investment limit in equipments

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 New Horizons in Commerce, IT & Social Sciences
MSME AS GROWTH DRIVER OF INDIAN ECONOMY In India, approximately 90 percent of industrial units
are in small-scale sector with a 40 percent value addition in the manufacturing sector. Enterprises of this sector
provide the second highest employment level after agriculture and account for the 40 percent of industrial
production. These units also contribute upto 35 percent to India’s exports. In this setting, Indian MSMEs are
fundamentally important to the Indian economic system. They have capacity to generate employment, bolster
exports and bring flexibility into India’s business environment. Therefore, this sector deserves close attention from
India’s policy makers and research scholars.
Product range in MSME
MSME units produce a wide variety of over 8000 type of products. Even in a particular product, there is a wide
range of qualities or specifications according to different market segments, particularly in consumer/household
products. Small Scale sector has emerged as a major supplier of mass consumption such as Food products,
Chemical & Chemical Products, Basic Metal Industries, Metal Products, Electrical Machinery & Parts, Rubber &
Plastic Products, Machinery & Parts Except Electrical goods etc.
Objective of the study
The primary objective of this study is to analyze the role of MSMEs towards GDP contribution around global
countries. This study has been carried out to understand their major role in economic development particularly in
India. The objective of the research study:
1. To understand the Global share of Micro, small and medium Enterprises.
2. To examine the major countries share of MSMEs and Non-MSMEs to GDP
3. To study the growth of micro, small and medium enterprises (MSMEs) and the employment generated.
4. To understand the overall importance of MSME sector in balanced economic development of India.
Research Methodology
The present study is based on the secondary source of data collected from the International Finance Corporation’s,
MSME Reports, KPMG report, e-books and e- journal etc. pertaining to the period 2010-2019. Findings have been
presented in percentage and graphical form.
Analysis and discussion
In this section, an attempt is made to analyze the data and information collected for the study to expose the ‘formal
and informal MSMEs at global level with GDP’. For data analysis, the collected data were systematically
processed, tabulated and made suitable for analysis and interpretations. The results obtained were classified and
tabulated. The following analyses were performed to fulfill the objectives of the study.
Graph 1: Global share of micro, small and medium enterprises
Graph 1 depicts the contribution share of micro, small and medium enterprises. Different countries at global level
have been categorized into developed, developing and other least developing countries.

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 New Horizons in Commerce, IT & Social Sciences

100
90
80
70
60
50
40 Micro size firms %
30
Small size firms %
20
10 Medium size firms %
0

The above Graph 1 shows the global share of micro, small and medium enterprises. Globally, about 83.9 percent are
micro enterprises. The developed countries share stands at around 88.1 percent of micro enterprises as compared to
developing and least developed countries in the world. The above graph also reveals that the share of small
enterprises in least developed countries is 19.26 percent. Large number of medium enterprises come under the
category other developing countries. Moreover, the graph also indicates that developed, developing, G20, low-
developed and other countries have highest share of micro firms of around 80 percent. This gives a clear idea that in
developing countries specifically, small firms can be significant vehicle of social inclusion, for instance by
providing opportunities for employment, production and economic development. According to World Bank Report,
(2018) around 200 million people are currently un-employed and 600 million jobs need to be created by 2022
mainly in developing countries. MSME sector is going to provide a significant chunk in employment generation. As
depicted in the data provided above, most developed and developing countries have highest numbers of micro
enterprises, which shows that most of developed and developing countries are focusing on micro enterprises.
Graph 2: Global share of micro, small and medium enterprises Gross Domestic Product GDP

120

100

80

60
MSME
40
Non-MSME
20

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 New Horizons in Commerce, IT & Social Sciences
Graph 2 presents the global contribution of Micro, Small and medium Enterprises (MSMEs) and Non-Micro, Small
and medium enterprises (Non-MSMEs) and their contribution towards nation’s GDP. In this study enterprises are
classified on the basis of formal MSMEs and non MSMEs. These two categories of enterprises are very important
in the context of understanding their contribution to GDP. Formal MSMEs are generally officially registered.
Whereas informal MSMEs are not registered enterprises. Hence, it is difficult to compare the informal MSMEs
across the countries. The International Labour Organisation (ILO, 2015) reports that 26 percent of MSMEs
worldwide are formal and the remaining 74 percentage are informal (non-registered) firms and non employers (one
person enterprises either registered or nonregistered). From the above table, it is observed that maximum
contribution towards Country’s GDP can be observed from Taiwan. This may be due to suitable policy environment
in the country. In India, formal MSMEs contribute 8 percent towards GDP and Non-MSMEs contribute 92 percent.
This shows that share of non-formal businesses is more than formal MSMEs in India. As, non- formal MSMEs
form of business is risky for economic development of a country, the Government of India should take necessary
measures to regulate and promote formal MSMEs with feasible policies for the sake of economic development of
the country.
Graph 3: Trends in the growth of Micro, Small and medium Enterprises (MSMEs) and the Employment
Generated (in lakh)

1800
1600
1400
1200
1000 Total MSMEs (lakh
800 numbers)
600 Employment (lakh
persons)
400
200
0

Source: Annual Report, 2018-19. Ministry of Micro, Small and Medium Enterprises, www.msme.gov.in
Employment opportunities are one of the key variable of economic growth of a country. Now a days, the Arab
world is facing the problems created by its unemployed unrest people. Survival of any economy is not possible
unless and until it provide lively hood to its local people. Graph 3 indicates growth ratio of MSME and level of
employment during the period ranging from 2010-11 to 2018-19. It can be observed that the number of MSMEs has
increased steadily in India from 106.29 lakhs in 2010-11 to 775.68 lakhs in 2018-19. Similarly, number of persons
employed in MSMEs has risen from 1347.29 lakhs in 2010-11 to 1577.39 lakhs in 2018-19. This change might be
the result of favourable policy environment during the post liberalization era. The yawning gap between the two
lines over the years indicates that employment elasticity of the MSME sector has improved. However, much of the
labour absorption has taken place in the unorganized/ informal enterprises. Traditionally the MSME are labour
intensive and alleviating unemployment problems to a great extent. Indian MSME sector is the second largest
employment generator next to agricultural sector. As MSME, generally are labour intensive, employment
generation always follows the increase in the number of units. It seems to be a blessing to rural people as MSME do
not demand highly skilled employees and semi skilled and even unskilled people can be employed in such units.

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 New Horizons in Commerce, IT & Social Sciences
Graph 4: Comparison of the growth rates in micro and small enterprises and the overall industrial sector

30

25

20

15 Growth rate of MSME

sector
10 Growth rate of overall
industrial sector
5

Source: Annual Report, 2018-19. Ministry of Micro, Small and Medium Enterprises, www.msme.gov.in
Graph 4 shows that the MSME sector observed better growth rates vis-à-vis the overall industrial sector in India.
During the period ranging from 2010-11 to 2018-19, MSME sector has grown from 8.68% to 15.34%. Whereas
overall industrial growth in 2010-11 was just 6.99% which increased to 12.11% in 2018-19. Government of India
should take suitable measures to boost economic growth of MSME sector which is essential for sustainable
economic development.
Graph 5: Exports from MSME (in Rs. Crore)

Exports in ₹ crore
600000

500000

400000

300000

200000 Exports in ₹ crore

100000

Source: Handbook of Statistics on Indian Economy (2009), Reserve Bank of India

Graph 5 shows that exports from the MSME industry has increased from ₹ 98242 crore in 2010-11 to ₹ 179278
crore in 2018-19. However, export-oriented MSMEs are likely to be impacted from imminent global slowdown.
Little progress has been made to diversify our export basket. Since the late 1990s, exports from MSMEs continues

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 New Horizons in Commerce, IT & Social Sciences
to be dominated by just eight product groups namely Readymade garments, Engineering goods, Electronic and
computer software, Chemicals and allied products, Basic chemicals, pharmaceuticals and cosmetics, Processed
foods, Finished leather and leather products and Plastic products accounting for over 90 per cent of total value of
exports.
MSME as spine of Indian economy
MSME have significant role in the balanced development of the Indian economy. At present MSME sector employs
over 120 million people over 74 million units and MSME accounts for 8% of the country’s GDP. MSME sector
according to annual report of Ministry of MSME accounts for about 55% of total export of the country. MSME
sectors produce more than 8000 quality products. Thus MSME sector shows greater opportunity for expansion and
diversify its activities in various sectors. It is estimated that there are 1.8 million registered MSME in India and
major portion of MSME working in India are not registered. MSME are dominated by micro enterprises with 92.8
percent share followed by small enterprises with 5.9 percent of share. These enterprises deployed throughout India
by operating 54 percentages in rural India and rest operating in semi-urban and urban region of India. And hence
the MSME contribute a exceptional portion to the balanced growth of Indian economy.
Suggestion and conclusion
In worldwide economies value of the MSMEs sector is recognized irrespective of the economy developmental
stage. The contribution toward growth, job creation and social progress is valuable highly and MSMEs is regarded
as an essential element in a successful formula for achieving economic growth. The present study was an attempt to
understand the Importance of MSMEs sector with regard to overall development of an economy. The study
recommends that majority of micro and small enterprises play important role for developed countries. The
challenges, an opportunity arises here for the Indian Government to encourage the formalization, participation and
growth of micro, small and medium enterprises in international, regional and national market.
References
1. Agarwal, H. (2011). HR Issues in Micro, smalll and Medium Enterprises. Internationl Journal of Research in Finance & Marketing,
1(3), 232-246.
2. Annual Report, 2018-19. Ministry of Micro, Small and Medium Enterprises, www.msme.gov.in
3. Cook, P., & Nixson, F. (2000). Finance and small and medium-sized enterprise development. Finance and Development Research
Programme Working Paper Series, (14). Institute for Development Policy and Management, University of Manchester.
4. DR.P.Uma. (2013). Role of SMES in Economic Development of India. Asia Pacific Journal of Marketing & Management Review,
2(6).
5. Garg, B. (2014, February). Role of human resource in MSME in india Researchjournali’s Journal of Entrepreneurship.
Researchjournali’s Journal of Entrepreneurship, 2(2).
6. Kishore, K., Majumbar, M., & Kiran, V. (2012, July_Aug). Innovative HR Strategies for smes. IOSR Journal of Business and
Managemen, 2(6), 1-8.
7. Madhan, P. M. (2012, February 11). SME's as Growth Driver of Indian Economy: Strategic HR Issues and Perspectives. Business
Strategies and India’s Economic Growth Conference (RBCON - 2012).
8. Naser, A. V. (2013, July). A critical evaluation of the Contributions made bythe Micro, Small and medium Enterprises in Indian
Economy. International Journal of Marketing,Financial Services and Management Research, 2(7)
9. Page, J. M. Jr. (1978). Small enterprises development: Economic issues from African experience. Technical Paper for World Bank,
26. Washington.
10. Rajan, A. K., & Pahal, S. (n.d.). Human Resource Outsourcing in SMES - An Exploration of Critical Issues. International Journal of
Marketing, Financial Services & Management Research, 1(6).
11. Small and Medium Business Development Chambor of Inida. (n.d.). Retrieved from www.smechamberofindia.com:
http://www.smechamberofindia.com/challenges_to_sme_sector.aspx
12. Varghese, S. (2010, September). HR systems & msmes:How many is too many? Humancapital, 54-57.
13. Annual Report, 2018-19. World Bank, https://www.worldbank.org/

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 New Horizons in Commerce, IT & Social Sciences

HEALTH EDUCATION: BENEFITS OF YOGA, MEDITATION AND

DIET DURING LOCKDOWN
*
Monika Bhanot
*
Assistant Professor, Department Home science, Khalsa College for Women, Civil Lines,
Ludhiana, Punjab, India

Abstract
Health Education is very important in every aspect of life whether it is about any emergency
situation or about our daily life. It teaches every person about how to take care of their
health whether physically or mentally. It is also important because it teaches to stay calm
and to stay in good mental condition during this kind of situation which is very important.
This paper is highlighting health education awareness and also the importance of adopting
healthy activities during COVID-19 lockdown. Furthermore, it represents how the people
feel and face the problems which may be economical, social and physical during this
lockdown. This paper emphasizes the benefits of yoga and meditation during lockdown.
Lockdown is a very stressful situation in which common man can perform varies yogic
exercises such as asana, pranayama, bandha-mudra and meditation, etc. with this they feel
fit at physical level, more relaxed at mental level, harmony at Emotional level, maturity at
Social level and boosted at Spiritual level. On the other hand, this situation is an opportunity
for everyone to develop an all-round personality.These health related activities will help the
people to overcome several health issues such as obesity, stress, anxiety, over eating and
various other mental and psychological problems. This lockdown period has forced every
professional person to work from home which has altered the schedule of day to day
activities. Therefore, health awareness is necessary in order to create stability in mind and
body, to build up confidence and to feel rejuvenation and energized.
Keywords: Health, Yoga, Meditation, Diet, Awareness, Lockdown
Introduction
Definition and Meaning of Health Education
Health Education refers to professionally developed steps for learning which involves a form of communication
outlined for increasing health literacy rate, including generating awareness regarding health and livelihood skills
which are conducive to community health (World Health Organization).
The education which describes about the health is also known as health education. Health education is a
professional form of education aimed at making people aware about their environmental, physical, social,
emotional, reproductive, intellectual and spiritual health.
Yoga : Yoga is a combination of physical, spiritual and mental activities which has originated in India during
ancient times (World Health Organization). According to the traditions of Hindu philosophy , yoga is considered as
one of the six orthodox schools.
There is a wide range of yoga schools, practices and goals in Hinduism, Buddhism, and Jainism. "Yoga" reflects a
modern type of Hath yoga and also yoga as exercise, consisting mainly of the asana or postures .
Meditation: is a practice where many techniques are used by individual such as mindfulness or focusing the mind
on a particular object, thought or activity to instruct attention and awareness and also achieved a mentally clear,
emotionally calm and stable state.
Exercise: is physical activity that enhances or maintains person’s physical fitness and overall health and wellness. It
provides strength and flexibility to our body.

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 New Horizons in Commerce, IT & Social Sciences
It is performed for various reasons to assistance growth and improve strength, preventing aging,
developing muscles and the cardiovascular system, honing athletic skills, weight loss or maintenance, improving
health and also for enjoyment. Many individuals preferred to do the exercise outdoors where they can gathered in
groups, socialize, and enhance well-being.
Diet: In nutrition science, diet is the sum of food consumed by a person or other organism. The word diet often
suggested for the use of some special kind of intake of nutrition for health or weight management reasons. Every
people have their own preferences of food or some food taboos because of their personal choices or ethical
concepts. Individual dietary choices may be more or less healthy because it all depends on their culture, habits and
preferences regarding their eating.
Complete nutrition requires ingestion and absorption of vitamins, minerals, essential amino acids from protein and
essential fatty acids from fat-containing food also food energy in the form of carbohydrate, protein and fat. Dietary
habits and choices play a significant role in the quality of life, health and longevity according to World Health
Organisation.
Importance and Awareness of Health Education
Health education plays a significant role because it helps in self-awareness of the individual. Objective of health
education is to educate and deliver knowledge and skills to promote well-being and physical fitness of each and
every person of the world. Health education encompass all features related to health like environment health, mental
health and physical health. Most of the diseases spread in the world, country or state when healthy person come into
the contact of infectious person through cross infection and droplet infections. It is our duty to create barriers and
awareness in the public to avoid infections. Hygiene plays vital role in all this. Firstly, we should wash our hand
after we touch any surface or once we done with our work and one should also teach their children to wash their
hands. Due to this diseases everybody should start greeting people by bringing palms together that is Namaskar
instead of shaking hands.
In the current situation like Pandemic COVID-19 Some people do not acknowledge how to keep their house clean
and don't take any responsibility for surroundings and public places and social distancing is avoided by the people
in the vegetable market and not co-operating government as well not following law and order, safety measures are
also avoided by the common public like wearing the Masks, Hand gloves, etc. after leaving their homes. This is
mandatory after the implementation of Section- 144 on Indians. Hon. Prime minister request nation to appreciate
those people from balcony, doors who are putting their life on risk and working for the nation but there were many
people who gathered. In current scenario world-wide its very critical for e.g. China, Italy, USA, Spain, Iran and
many countries. Everybody knows USA after China and Italy is the leading country where COVID-19 spread at
huge level. Get some lesson from these countries which are highly suffered from this pandemic.(Jadhav, 2020).
Situation during Lockdown
India’s Hon. Prime Minister ordered all 1.3 billion people in the country to stay inside their homes for three weeks
starting from 23rd march to 14th April and further it continues till now 3rd May 2020.“Coming out of your homes
will be totally prohibited.” The prime minister Narendra Modi, announced on television about the lockdown,
“Every state, every district, every lane, every village of the country will be under lockdown,” “If you can’t handle
these 21 days this country and your family will go back 21 years said by Hon.PM when they addressed the nation
for first time related to this pandemic.” “Social distancing is the only option to remain stay away from each other.
There is not another way out to escape from corona virus besides this.” Without being specific, all the essential
commodities will be maintained ensured all the steps by Hon. Prime Minister.
As per directed by WHO lockdown will help in breaking the chain of COVID-19. It can transmitted by community.
In this Pandemic COVID-19 many countries are affected and they impose lockdown to overcome the situation.
Indian Government implement the orders for completely closed all the transportations, sealed border of all states,
closed Air-lines, temporarily shut down all the work places, restrict entry of foreigner and impose section- 144 and
will fine to those people who will create violence. For the nation Doctors, Nurses, Sanitation workers and police are
working and put their life on spike to save the patients during the lockdown. At this time many people faced the
survival issues for e.g. people who are homeless, daily wagers. There are various NGOs, Political parties who
provide food packets to them(Schultz, 2020).

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 New Horizons in Commerce, IT & Social Sciences
Psychological
psychological issues are faced by the people during the lockdown such as people have fear of Pandemic COVID-19
and hygiene is also the biggest fear and also they are under stress all the time due to lack of health awareness
education as well psychological education. In such situation they tend to feel negative and their confidence level
goes low.
1. General population
▪ Anxiety and worry about uncertain future.
▪ Fear of contamination and health issues
2. Infected cases
▪ Fear & avoidance of reporting due to stigma/ isolation
▪ Feel bad on being responsible for spread of infection
▪ Anxiety and panic about worst possible outcomes
3. Quarantined & suspected case
▪ Boredom and loneliness no family gatherings and sharing
▪ Fear about health of family members who are aged
4. Health Care Workers
▪ Anxiety about magnitude of cases and ill-equipped working environment
▪ Burnout due to long working hours, critically ill-patients and deaths (sense of failure, frustration, poor self-care,
blaming, irritability, giving up etc.)
Role of Yoga and Meditation during Lockdown
During the lockdown, people can face many physical problems like obesity, laziness as well as go through mental
stress. In this situation only option is Yogic and meditation exercise which can help you in balancing your physical
and mental well-being. Yoga is an ancient Indian way to understand your soul and mind. Your vision is cleared and
makes you less worried about your problems with yoga. During the lockdown, many questions are raised in the
mind of people about this global pandemic which is affecting their daily life and creates tension in their minds. Due
to this pandemic economy may go down and people are worried about their future, their jobs this may cause a
recession in their life. There are many other questions in people's mind, they get anxiety and worried due to this
situation. To overcome any kind of anxiety yoga and meditation is must and practising it daily. Yogic exercises
makes your body flexible and improves muscle strength and body tone. It increases respiration, energy and vitality
to one’s body. With yogic exercise you can do much more for your body from the way you feel, look and move.
Daily practice of yoga by each and everyone can help lose weight, release stress, improve immunity and maintain a
healthier lifestyle.
1. Develops our physical health
In this lockdown, many people are facing the challenge to stay physically fit. People are at home and cannot go to
the gym, parks or out for a walk in the ground. So keep your body fit and fine by practicing yoga at their homes
otherwise they put the weight by overeating and nibbling. For the betterment of your physical fitness there are many
yogic exercises. To maintain good health you can do additional exercises within the structure “Yoga in Daily Life”
are the methods for purification of Hatha Yoga. It includes Deep Relaxation, Concentration Exercises as well as
Mudras and Bandhas .
2. Develops our mental health
During the lockdown mental health is very important and at first priority. One should practice yoga and meditation
to stay mentally fit in this situation. Many organizations have appealed to people to stay mentally calm because any
kind of mental illness can cause depression, anxiety, and other illness and causes the stress in their family also.

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 New Horizons in Commerce, IT & Social Sciences
They also have shared yogic exercise which can help you to fight against mental problems or stress. Yogic exercises
improve our body texture and posture relieve stress, reduce tension, muscle strain and inflammation, and improve
our focus and calms our nervous system.
3. Develops our social health
During this global pandemic, social health is the uppermost important factor. A person needs to take care of
themselves as well as their family members also. Social health is the ability to be happy with ourselves and to make
others happy. Social health is improved by yogic exercises and teaches you how to care and connect yourself with
other people living in society and try to understand your social responsibilities and also take initiative to help the
community. We can also teach others to practice yoga execise which helps them to stay relax in this difficult period.
Social health teaches us to experience life in all its beauty.
Meditation
Many techniques are used by individual in practising the meditation such as mindfulness or focusing the mind on a
particular object thought or activity to turn something on attention and achieve a mentally clear and emotionally
calm and stable state.( https://en.wikipedia.org).
During this lockdown, mental peace is at priority and meditation is the best way to calm ourselves. By practicing
meditation one can built his ability to focus on his goals. Any age group can be practiced by meditation. Many
people get frustrated by just sitting free at home and they get annoyed easily by small things happened in the home
and lost their temper very quickly. This kind of people requires to do meditation on regular basis which may
provide them calmness at emotional and mental level. People can practice meditation also at home it just requires
silence, morning time is the best time for meditation. There are tutorials available online or many videos to teach
how to practice meditation while sitting at home. In every religion there are different ways to practice meditation
but the result is same in every religion to achieve inner calmness and peace.
Diet during Lockdown
Despite all of these exercises during lockdown, food also plays a crucial role to keep our body in good health. What
we eat or not has great impact on our body, psyche, habits and on our qualities. In short, the food we consume in a
day has an effect on our entire being. Food is the main source of our energy in the body and high spirits. A well-
balanced diet includes healthy grains, fresh vegetables and fruits, sprouts and pulses, dry-fruits, milk, salads, herbs
and spices either raw or freshly cooked which provide us all the nutrients like protein , carbohydrates, energy and
fats. Reheated or denatured foods, meat and eggs are needed to avoid because at that time most of the people are
sitting free and not doing any work so heavy foods can caused many health issues like heart problems, diabetes etc.
Even though the poisoned drugs like alcohol, nicotine, tobacco and heroine can have a negative impact on the
health of those people whosoever are highly addicted.
Stop Snacking
The lives of many have changed drastically especially in terms of eating habits after they locked down due to this
virus spreading in the world and in some cases started working from home. Some complain they find it hard to stop
snacking, while others keep delaying their meals due to late wake up in the morning, living alone and avoid cooking
for a single person and some people don’t like cook food at home. Working from home makes it hard to stop
nibbling taking small bites of whatever is in your fridge is the habit of many people because they cannot control on
their tongue. It is difficult for the human beings to merely rely upon stocked-up commodities for example canned
fish, instant noodles, and other ready-to-eat meals. We can eat these kind of foods only occasionally and not at
regular basis because doing so often could deteriorate the quality of one’s life. For instant fast food lovers who eat
every day the unhealthy food should suggested a maximum of only one or two times to eat. There is no need to buy
a lot of food because authorities can give the permission of some hours in the morning to go out to supermarkets.
Purchase those kind of food items from the supermarket which provide you some kind of nutrition like proteins,
energy and avoid to purchase unhealthy food items.
Besides protein, fruits and vegetables should be part of the one’s shopping as they provide large amount of
antioxidants that can protect against diseases and enhance the immunity. As some fruits and vegetables spoil

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 New Horizons in Commerce, IT & Social Sciences
quickly due to their short life span. People should make sure for their purchasing and go for another varieties also
that can be stored outside the refrigerator such as carrots, cabbage, water melon or white radish and onion.
Work from Home
For those who are now in work-from-home mode they preferred handy foods which are easily bites without wasting
time so they choose fast food that does not always work and could also worsen their health. People need to find out
healthy nutritional ways to take care of their health which should not affect their work schedule and also makes
them healthy at physical and mental level. Despite of spending time on the road people should spend time on
preparing food for themselves at home. We should not keep the freshly cooked restaurants food and other fruits and
vegetables purchased from the vendors in the fridge for a longer period of time otherwise these things lost their
freshness, nutritional value and taste.
During Covid-19, people who are doing work from home should try to maintain their normal routine by following
the routine they used to follow before such as if they usually didn’t eat from morning till noon when they were at
the office they should follow the same at home also. Avoid placing snacks and other eatables at the work desk. For
people who stay at home but do not work find activities to spend time on rather than nibbling all day which could
result in weight gain and nutritional deficiencies.
Conclusion
On the basis of above discussion health education is very important in every aspect of life whatever the situation is.
It may be a emergency situation or a day to day activity. But during this pandemic condition, people are lockdown
in their homes and maintain social distance from everybody. They are totally free all the day so they faced many
kind of diseases like stress and anxiety .Their food habits also changed like they start overeating and nibbling with
this they gain their weight easily. To overcome all this yoga and meditation is the only option with proper
nutritious diet. Which provide relief to their mind and body and they feel freely and enjoy their lockdown at their
homes.
References
1. en.wikipedia.org/wiki/Health_education
2. www.quora.com/What-is-the-importance-of-health-education
3. http://ayush.gov.in/about-the-systems/yoga/definition-yoga
4. https://honairesort.com/blog/what-is-the-importance-of-yoga-in-our-daily-life/
5. https://www.nytimes.com/2020/03/24/world/asia/india-coronavirus-lockdown.html
6. https://www.oceanicyoga.com/importance-of-yoga-in-our-daily-life/
7. https://en.wikipedia.org/wiki/Meditation
8. Gary boyle Test yourself: Lockdown eating 2020.
9. Vishwambhar V.Jadhav Health education:during lockdown published in international journal of physical education,sports and heath
April 2020.
10. Vishwambhar V.Jadhav Role of yoga practices during lockdown published in Indian journal of physical education sports and applied
sciences April 2020.

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 New Horizons in Commerce, IT & Social Sciences

IMPACT OF SOCIAL MEDIA ADVERTISEMENT ON BUYING

BEHAVIOUR OF YOUTH
*
Monika Rani
*
Assistant Professor, Master Tara Singh Memorial College for Women, Ludhiana, Punjab,
India

Abstract
Social media is the ability to connect and share information with anyone in the world. Social
media provides a variety of technology - enabled activities. These activities include photo
sharing, blogging, social gaming, social networks, video sharing, business networks, virtual
worlds, reviews and much more. Today every person has electronic device and they carry it
with them everywhere and every time. Especially, the youngsters they have intense interest
in social media. Because of them marketers add the social media applications to their
marketing strategies. The purpose of this study is to evaluate the impact of social media
advertisement on young people and attitude of the youngsters towards these advertisements.
Keywords: Social Media, Advertisements.
Introduction
Social media originated as a way to interact with friends and family but was later adopted by businesses which take
the advantages of a popular new communication method to reach out to customers. Social media is a collective term
for websites and applications which focus on communication, community-based input, interaction, content-sharing
and collaboration. Social media has become largest and more accessible and this is because of mobile applications
like Twitter, Facebook, LinkedIn, Pinterest, YouTube and Snap chat etc. It facilitates the sharing of ideas, thoughts,
and information through the building of virtual networks and communities. Social media advertisement is the use
of social media platforms to connect with your audience to build your brand, increase sales, and increase website
traffic. The major social media platforms are Facebook, Instagram, Twitter, LinkedIn,. In today era, if you want the
growth of your business, you have to do advertisement on these platforms.
Social Media Advertisement
Social media advertising is an online advertising that focus on social networking sites. Advertising on a social
networking site (e.g. Facebook, Twitter) is very good idea as advertisers can use demographic information provided
by the users on their accounts and targets their audience appropriately. With social media advertising,
advertisements are done on the basis of information gathered from target group profile.
Impact of Social Media Advertisement on Youth
Young persons who keep on engaging themselves with social media without even caring that what would be
the impact of Social Media on them. The effects can sometimes be positive and sometimes be negative but mostly
they are negative if it is not integrated with a business or professional goal.
Positive impact of social media advertisement
 Positive point of social media advertisement is that we come to know about some products and services
about which we don’t know.
 In business, social media helped in marketing of products, promoting brands, connecting customers and
fostering new business.
Negative impact of social media advertisement
 Some young people get influenced by these advertisements vey easily. They started feeling the need to
change their appearance.

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 New Horizons in Commerce, IT & Social Sciences
 At the very young age they start to compare themselves with other persons and start following their buying
behaviour.
So, utilizing Social Media in a constructive and productive manner are the things for which youth should use it.
Review of Literature
Livingstone et al (2005)The anxieties about safety, health and other related issues can be put into the categories of
concerns about exposure, an unwanted issue. He studied the behavior of the youngsters on the above lines and
stated that the social media is having the power to manipulate the behavior of young people and can also impact
their mindset; this is sometimes positive and sometime negative.
Moira Burke and Cameron Marlow (2011) analyzed the perspective for using social networking sites. He says
that the use of these sites can be considered as a monolithic activity, all the time, even in his social environment and
its impact is the same for all users. The study examines how Facebook and social suggestions of customer service,
individual communication, transmission of grander information, news and social networks, diversity of
communication opportunities, inclusion of social and automatic communication
Objectives of the Study
 To find out to what extent youth make use of social media.
 To evaluate the attitude of youngsters towards social media advertisement.
 To evaluate the impact of social media advertisement on buying behavior of youth.
 To study the change in attitude of the youngsters because of social media advertisement.
Research Method
In this research paper, survey method has been used to collect the data. The information has been collected from the
students who are using social media and this media affecting their buying behavior in any way. For this,
questionnaire technique is used. A questionnaire was developed to gather the data from the respondents.
Research Approach:
In this research quantitative approach has been used and primary data has been gathered from the students who use
social media.
Research Instrument
A questionnaire was developed to gather the data from the respondents. An online survey was conducted to gather
the primary data.
Data Collection
Both primary and secondary data were used for the project. The primary data was collected through questionnaire
and analysis was done on the basis of their responses. Secondary data was taken from different websites, magazines
& newspapers.
Sample Size: This study consists of a sample size of 90 respondents. Out of which 50 are female and 40 are male.
Sample has been taken from the students of Ludhiana.
Table 1 showing the number of male and female
Gender Number Percentage
Male 40 44.44%
Female 50 55.56%
Sample Characteristics: In the figure 1, age of the respondents has been shown. By random sampling the youth of
the age between 17 years to 27 years has been taken.

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 New Horizons in Commerce, IT & Social Sciences
Figure 1: Age of the respondents

DATA ANALYSIS
Study Of To What Extent Youth Make Use Of Social Media.
In this study we have find out that all youngsters out of the sample use social media applications. Figure 2 showing
the type of applications they use is as follow:

Figure2:Type of applications subscribed

others Twitter Instagram Facebook Whatsapp

7.78%
11.10%
Percentage 70%
42.20%
93.33%

 From the study it has been concluded that Whatsapp is the most preferred Social networking site as 93.3%
of respondents use this application. Whatsapp is followed by Facebook and the least preferred site for
targeting the advertisements is Twitter.
 It has also been concluded that mostly the youngsters use more than two applications.
Figure 3: Time spend on social media

less than 1 hour 2-4 hours 4-6 hours more than 6 hours

9% 3%
47%

41%

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 New Horizons in Commerce, IT & Social Sciences
 47% of the respondents spend 2-4 hours on social media and 41% spend less than 1 hour. Out of the
sample 3(3.33%) respondents were those who spend more than 6 hours on social media. This is very less
percentage but it shows the addiction for the social media.
 According to survey maximum respondents i.e. 83 out of 90 uses these application through mobile and rest
use both mobile and laptop.
Study of Attitude of the Youngsters towards Social Media Advertisement
 Respondents were asked whether they encountered advertisements while using these applications, 70% of
them answered yes. While using Facebook, twitter, Instagram they come across with some advertisement.
Figure 4: Like to watch advertisement

Yes
15%

No
Sometimes 27%
58%

 According to survey, maximum of respondents said that they like to watch these advertisements sometimes
and 27% do not like to watch.
 Respondents were also asked while watching these advertisements if they go for the product website to
have a look on the product, 62 respondents (68.9%) answered yes. It means that these advertisements
arouse the interest of youngsters.
Figure 5: Things trigger them to watch these advertisements

Others 2.20%
Emotional… 5.60%
Powerful… 46.10%
Video content 36%
Celebrity 10.10%

 It has been find out that those powerful headlines of the advertisement affect most of the youngsters.
36% respondents like to watch the video content of the advertisements.
 In the beginning, online advertisements were nothing more than a banner ad with a minimum amount
of advertisement message. Today, an online advertisement should have a story, a celebrity, a powerful
headline etc. to attract customers.

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 New Horizons in Commerce, IT & Social Sciences
Impact of Social Media Advertisement on Buying Behavior of Youth
Figure 6: Buying the product after viewing its advertisement on social media

Yes No
51% 49%

 So, 51% of respondents have bought the product after seeing the advertisement on social media.
 Further it was inquired that whether they were satisfied with the product or not. 50% of the
respondents said they were not satisfied with the product. It means these advertisements influence the
buying behavior of youngsters but half of them get satisfaction.
Study of Change in Attitude of the Youngsters Because Of Social Media Advertisement
Figure 7: Change of attitude towards a product after reading comments on social media

Yes No

23%
77%

 77% of the respondents said that they had changed their attitude towards a product after reading the
comments on its post.
 83.3% (75 respondents) said that these social media advertisement introduced to them the product about
which they don’t know. So this can persuade them to buy the product and use it.
Figure 8: Go for a product/ service liked and shared by friend

NO
32%

YES
68%

 Products or services shared by the friends in social media also change the attitude of the youngsters as 68%
of the respondents said they looked for further information for that product.

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 New Horizons in Commerce, IT & Social Sciences
Figure 9: Advertisement on social media arouses the interest of youngster to buy the product/ service

Strongly agree Agree Neutral Disagree Strongly disagree

1% 3%

18%

38%

40%

 According to survey, 40% of respondents agree that these advertisements on social media affect their
buying behaviour. 38% of them are neutral about it. 1% and 3% of them are disagree and strongly disagree
respectively with it.
 So we can conclude that youngsters also agree that these social media advertisements affect their buying
habits and change their attitude towards products and services.
Conclusion
Technology is growing and the social media has become the routine for each and every person especially youth.
Youngsters are seen in contact with these media daily. Business is using social media to enhance their organization
performance by giving advertisement on these applications. These advertisements have affected the buying
behaviour of youth. The findings also indicates that the social media has an impact on the respondents, it trigger
their need to purchase by its interesting display, provides them with ideas or solutions to address what to buy, where
to buy, why to buy through interaction with, influences them to try new brands, products or services based on the
reviews of friend. Social media advertisements are also providing the information of new products or services to
them. There is an increasing trend among youngsters to buy products online through these websites. Marketers have
realized that the social media website is an essential component of marketing.
References
1. Adamic, Lada, Buyukkokten,Orkut, and Eytan Adar. (2003). A social network caught in the Web. First Monday, 8 (6). (journal
article)
2. Biil Winterberg (2010) “Tools and Techniques to Leverage Social Media”, Journal of Financial Planning, May 2010. 2. Benson,
Vladlena, Filippaios, Fragkiskos & Morgan, Stephanie, (2010), 'Online Social Networks: Changing the Face of Business Education
and Career Planning”, International Journal of e-Business Management, vol. 4, no. 1, pp. 20-33. DOI 10 3316 / IJEBM 0401020.
3. Elisa Backer (2010) “Using smart phones and Facebook in a major assessment: The Student Experience“, E-Journal of Business
Education & Scholarship of Teaching, Vol. 4, No. 1, 2010, pp: 19- 31.
4. Ghulam Shabir,Yousef Mohammed Yousef Hameed,Ghulam Safdar, Syed Mohammed Farooq Shah Gilani,”the impact of social
media on Youth: A case study of Bahawalpur City, Asian Journal of Social Sciences & Humanities Vol. 3(4) November 2014
5. Kara Chan & Gerard Prendergast (2007), “Materialism and social comparison among adolescents”, Journal of Social Behavior and
Personality, 2007, 35(2), 213-228.
6. Lukka V, James PTJ (2014) Attitudes toward Facebook advertising. J Manag and Market Res 14: 1-26.
7. Sandberg S. (2010) The Role of Advertising on Facebook

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 New Horizons in Commerce, IT & Social Sciences

PROMOTING OF SKILLS IN INDIA THROUGH SKILL

DEVELOPMENT PROGRAMMES: GOVERNMENT INITIATIVES
*
Navdeep Kaur, **Ravneet Kaur
*
Research scholar, Department of commerce, Punjabi university Patiala, Punjab, India
**
Assistant Prof. of Commerce, Desh Bhagat College, Bardwal, Dhuri, Punjab, India

Abstract
The various government initiatives towards skill development promote a meaningful and
employable skill development system. The present paper attempts to study the present skill
schemes, government initiatives to develop skills and explore the challenges that leads to skill
gaps in india. This study also explain that PMKVY scheme of government that provide free
of cost training to school/college dropouts and unemployed people in various sectors .This
scheme covered 10 million youth during period 2016-2020. Ministry of skill development and
entrepreneurship(MSDC) notified the national council of vocational education and training
(NCVET) that regulate, monitoring and supervise the recognized entities those provides
vocational education in india. Scalable, comprehensive and efficient vocational training
system with proper awareness generation programs help in spreading information about
existing development courses .This study also explores estimated skill man power required
by NSDC and actual manpower availability in india. NSDC expected that every year
approximately 12 million people are joint the workforce. But in reality india has total
training capacity of around 4.3 million people. The reason of this demand supply gap is
mainly that india has lack of infrastructure facilities and lack of student mobilization. This
study also shows the ranking of various states to enhance the employable talent in india from
year 2014 to 2019.
Key Words: Skill india, Government initiatives, Skill gap, Challenges.
Introduction
The increasing globalization and digital presence required highly skilled workforce in both the developing and
developed nation. India moves progressively towards knowledge based economy that requires a new generation of
skilled and educated people. The Indian government firstly recognized the need of skill development policy in 11 th
five year plan. In 2009 the first national skill development policy was framed and NSDC (National Skill
Development Corporation) was set up under PPP (Public-Private Partnership) mode. NSDC promote various skill
development initiatives and establish SSCs (Sector skill councils) to bridging the skill gaps (National skill
Development Corporation, 2009). In 2015 Ministry of skill development and entrepreneurship was establish for co-
ordination of all skill development efforts across the country. The national skill development mission was launched
by the hon’ble Prime Minister Narendra Modhi on 15.07.2015 on the occasion of world youth skill day (Ministry of
Skill Development and Entrepreneurship, 2015).
Different initiatives under this campaign are:
 National skill development mission.
 Pradhan Mantri Kaushal Vikas Yojana.
 National policy for skill development and entrepreneurship 2015.
 Skill loan scheme.
 Rural india skill.
More than 20 ministries /departments run 70 plus schemes for skill development in the country. The Indian
government has taken a mission of development of skills of 500 million by 2020. Out of this 500 million, 150
million was suppose to train by National Skill Development Corporation (NSDC), 100 million by ministry of labor

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 New Horizons in Commerce, IT & Social Sciences
and 50 million by ministry of human resource development (MHRD) and the rest 200 million would be train by 18
ministries /department and by other organizations (D’ Souza ,2018).
Review of Literature
Kanchan & varshney (2015) studied skill development initiatives and strategies. It was found that skills and
knowledge are key drivers of macro economic growth and socioeconomic stability. The National skill development
agency (NSDA) is mandated to work towards harmonization of skill development efforts of central and state
government as well as public and private sector industries. Public-Private Partnership plays vital role where training
programs are sponsored by private funding.
Sharma & Sethi (2015) explored skill development opportunities & challenges in india. The study attempted to
come up with the suggestions to minimize the existing differences in the demand and supply of skills in the Indian
economy. Skills classified into hard skills and soft skills. Hard skills related to technical abilities and soft skills
related with the personal characteristics.
Sharma & nagendra (2016) focused on skill development in india: challenge and opportunities. The article
showed the status of vocational education and training. India facing a lot of challenges mainly lack of infrastructure
facility, high implementation cost and lack of awareness of policy framework. To develop the skills in india NSDC
focused on working in close collaboration with other ministries and departments to meet the huge demand of skill
work force.
Anbuthambi & Chandrasekaran (2017) emphasized the impact of skill india on rural youth. It showed 100 india
international skill centers which offer training services and foreign language coaching are expected to be established
all over the country. Government of india launch SANKALP program at cost of 4000 cr. to provide training to 3.5
cr. youth.
India skill report (2019) analyzed the ranking of various states in enhancing employable talent. It also shows the
overall employability of students that are employable or ready to take up jobs in different years. It also shows the
percentage of men and women participation at work in different years.
Objectives
1 To examine government initiatives and explore the different skill development schemes provided by various
ministries and departments.
2 To study the skill demand supply gap and understand the challenges with respect to skill development initiatives.
3 To analyze the current status of Skill India Programmes.
Research Methodology
Research design of the study is exploratory. This study is entirely based on secondary data that is published on web-
sites of NSDC and various ministries. The sources also include India skill report 2019. Various journals, articles
and thesis are also studied.
Initiatives of Government of India
1 PMKVY Pradhan Mantri Kaushal Vikas Yojana.
 Ministry of skill development and entrepreneurship implemented PMKVY scheme through national skill
development corporation (NSDC). This scheme has covered 10million youth during the period 2016-2020.
 Under this scheme government paid all fees of training and assessment.
 Fund allocation under scheme has been Rs. 12000 cr. for period 2016-2020.
 Benefits under this scheme are for those candidate who have Indian nationality who are either
school/colleges dropouts or unemployed (PMKVY Scheme retrieved from Ministry of Skill Development
and Entrepreneurship).
The new PMKVY courses list was realized on 3 march 2019 that authorized training for 28 sectors (reduce from
32) in 29 states with 165 skill courses(instead of earlier 577).

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 New Horizons in Commerce, IT & Social Sciences
Beauty &wellness Food processing Power Rubber
Agriculture Electronics and hardware Leather Domestic worker
Apparel ,made-ups & home Banking financial services and Management ,entrepreneurship Green jobs
furnishing insurance and professional
Automotive Handicrafts and carpet People with disability Sports
Aerospace and aviation Healthcare Media and entertainment Telecom
Capital goods Iron and steel Mining Infrastructure equipment
Construction Plumbing Retail Tourism and hospitality
Source: www.pmkvyofficial.org
2) National council for vocational education and training
Vocational education is referred to as career and technical education basically consists of practical courses through
which a person can gains skills and experience that is directly linked to his career.
On 5 December 2018, the national council for vocational education and training notified the non statutory
regulatory body by ministry of skill development and entrepreneurship
(MSDC) by merging the national skill development agency and national council for vocational training
(NCVET,2018).
The main functions of NCVET are
 Recognisation and regulation of awarded bodies, assessment agencies and skill information providers.
 Approval of qualifications
 Monitoring and supervision of recognized entities
 Grievance redressal.
3) Schemes provided by various ministries
Ministry of skill development and entrepreneurship (MSDE)  Pardhan Mantri Kaushal Vikas Yojna (PMKVY)
 Apprenticeship training scheme (ATS)
 Craftsmen training scheme
 Skill development initiatives (SDIS)

Ministry of rural development  Deen Dyal Upadhyaya Grameen Kaushalya yojana (DDU-
GKY)
 Rural self employment training institutes(RSETI)
Ministry of housing and urban poverty alleviation  National urban livelihood mission (NULM)
Ministry of textiles  Integrated skill development scheme (ISDC)
Ministry of tourism  Scheme of capacity building for service provides
 Hunar se rozgar tak initiatives
Ministry of IT and communication  Scheme for financial assistance to states for skill
development in electronic system design and manufacturing
sector (ESDM)
 Skill development in ESDM for digital india
Ministry of social justice and empowerment  Financial assistance for skill training of person with
disability
Ministry of human resource development  Apprenticeship scheme
 Scheme of community development through polytechnics
 Vocationalization of school education
Ministry of minority affairs  Seekho aur kamao
Ministry of agriculture and faemer welfare  National food security mission –farmer field school
 Extension reforms –farm school
 Agri clinic and agri business centres scheme
Ministry of home affairs  Udaan
Ministry of development of north eastern region  Capacity building and technical assistance

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 New Horizons in Commerce, IT & Social Sciences
Ministry of micro small and medium enterprises  Management development programmes
 Entrepreneurship skill development programmes
 Entrepreneurship development programmes

 Skill upgradation and quality improvement and mehila coir

yojana
 Assistance to training institution scheme
Ministry of tribal affairs  Vocational training for tribal youth
Ministry of commerce and industry  India leather development programme
Ministry of women and child development  Support to training and employment programme for women
(STEP)
Source: NSDA Booklet on Skill Development Schemes
4) Skill development schemes implemented through different institutions
NAME OF MINISTRY INSTITUTIONS
Ministry of agriculture  Krishi vigyan kendras
Ministry of human resource development  National institute of open schooling : distance vocational
education programmes
 Jan shikshan sansthan
Ministry of food processing  Skill development programs under NIFTM and IICPT
Ministry of chemicals and fertilizer  Central institute of plastics engineering and technology
Source: NSDA Booklet on Skill Development Schemes
Skill Gap Analysis
Skill gap is the gap between skill required by workforce and its present capacity. Skill gap exists between skill
demanded by industries on the basis of economic growth and skill acquire by young person through education and
training.
 Demand supply gap
NSDC has projected on incremental skill manpower requirement in india by 2022 is 347 million in 21 highly
growth sector it is expected that every year approximately 12 million people are joint the workforce .But in reality
india has total training capacity of around 4.3 million people. Evidently country face many challenges to bridge this
gap ( Sharma & Sethi 2015).
 Challenges : Indian economy faces followings challenges that leads to skill gaps
Lack of infrastructure facility.
Low industry interface
Lack of student mobilization
Low salary at entry level.
Lack of standardization
High implementation cost .
No focus on non skill training .
SKILL STATUS IN INDIA
 The state with maximum supply of employable talent
Year /Rank 1st 2nd 3rd
2014 Punjab Haryana Delhi
2015 Delhi Orissa Uttar Pradesh
2016 Andhra Pradesh Uttar Pradesh Delhi
2017 Maharashtra Andhra Pradesh West Bengal
2018 Andhra Pradesh Delhi Gujarat
2019 Andhra Pradesh Delhi Uttar Pradesh
Source: India Skill Report, 2019

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 New Horizons in Commerce, IT & Social Sciences
 Overall employability
India skill report 2019 shows that of all students, 47.38% of students are employable or are ready to take up jobs in
year 2018 as compare to 45.60% in year 2017.
Year Percentage
2014 33%
2015 38.12%
2016 40.44%
2017 45.60%
2018 47.68%
Source: India Skill Report 2019

Source: India skill report, 2019

Conclusion
The purpose of study is to examine the various schemes provide by various ministries to development of skill in
india .An attempt is made to analyze the skill gap and various challenges The per portion of formally skilled worker
in india is extremely low , at 4.69% of total workforce ,compare to 24% in china ,52% in US and 60% in UK. It has
been found that government and other stakeholders i.e. educational institutions, industries are work together in
order to create workforce to bridge skill gap and boost the economic growth.
References
1. Sharma, E., &Sethi ,S .(2015). Skill development :Opportunities &challenges in india . Gian Jyoti E-Journal, 5(1), 45-55.
2. Kanchan, S., & Varshney, S. (2015). Skill development initiatives and strategies. Asian journal of management research, 5(4), 666-
672
3. Sharma, L., & Nagendra, A. (2016). Skill development in india: Challenges and opportunities. Indian journal of science and
technology, 9(48),1-8.
4. Anbuthambi, B. ,& Chandrasekaran, N.(2017).Impact of skill india on Rural youth –A perspective ,ICTACT journal of management,
ISSN,2395-1664.
5. Jamal,T., & Mandal, K.(2013). Skill development mission in vocational areas –mapping government initiatives, Current science,
590-595.
6. Dsouza, P. (2018). An Evaluation of Skill Development Programmes and its impact on Employment and Self Employment: A study
with reference to State of Goa. Doctoral thesis. Department of commerce, Goa University.
7. India skill report (2019). Retrieved from http://www.aicet-india.org
8. National skill development mission (2015). Retrieved from https://www.msdc.gov.in
Internet website visited
1. https://www.msdc.gov.in
2. https://www.pmkvyofficial.org
3. https://nsdcindia.org

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 New Horizons in Commerce, IT & Social Sciences

IPO GRADING IN INDIAN CAPITAL MARKET: AN INSIGHT

*
Ajay Sidana, **Neeru Sidana
*
Associate Professor, Amity International Business School, Amity University, Noida, U.P,
India
**
Assistant Professor-III, Amity School of Economics, Amity University, Noida, U.P, India

Abstract
Information asymmetry is main characteristic of Indian Capital market and asymmetry of
information has always led to persistent and pervasive underpricing in initial public
offerings. In India grading system was introduced in 2007. The practice of Debt instruments
rating is universally accepted, the concept of equity instrument rating was developed by
SEBI, is supposed to be based on the fundamental quality of an IPO bound company. IPO
bound companies, are evaluated on the base of corporate governance and financial
performance. But within short span of time, IPO grading was made optional.
Keywords: Capital market, Asymmetry Information, IPO Grading, SEBI
Introduction
In economic development of a country its financial system plays a significant and effective role. Financial system
helps in flow of funds inform of saving and investment and production of goods and services in the economy is also
get promoted further income of the people and level of output also increases .The main function of system is to
promote saving and investment in the economy. Saving and investment plays the role of financial assets of the
country.
The capital market which is integral part of financial system so remarkable role is played by capital market in this
context .Long and sustainable development of different sectors can be experienced by Financial resources of capital
market .Capital market links savers with users of funds and gives boost to the saving which in turn through
investment. So basically this works as channel through which the capital resources are generated.
A developed capital market is considered to be important for an economy as it provides a channel which encourages
and mobilize domestic savings. It increases managerial discipline through the market of corporate control. Capital
market is made of two markets viz Primary and secondary market. Speculations in various kinds of industrial
securities are mobilized in primary market. Easy availability of liquidity, transferability and continuous price
information of issues are the characteristics and are provided in secondary market which enables investors buying
and selling them (Fortune India, 1990). Securities are provided by primary market to the investors and assistance is
given to the corporate sector in raising funds .The secondary market provides liquidity and market ability to the
existing securities (Krishan, 1989). Primary market is also called new issues market because it helps in transfer of
resources from savers to entrepreneurs.
The Primary market may be divided on the basis of issue by the new companies and old companies (Henderson,
1951). Securities which are issued by the
Companies after incorporation or conversion from private to public companies are called initial Public offerings.
The securities which already has been issued at the time of incorporation of the company, if issued further to
procure funds for modernization /diversification /expansion such issues are called further issues or seasoned issues.
The resolution period of Indian capital market 1990‟s .In this time period Indian financial system was changing as
securities market was up coming from back waters. Change was taking place in capital market in 1980s but it was
actually accelerated in 1990s. The abolition of controller of capital issues were followed by free price regime of
SEBI

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 New Horizons in Commerce, IT & Social Sciences
Act in 1991 seems to have supported companies to trust on capital market .Intermediation role was played by
capital market between household which are the final instruments of Investment. Regulator success can be seen in
terms of investors‟ confidence in the integrating and fairness of transactions in capital market.
Qualitative Developments in the Capital Market
In case to increase efficiency of market, showing more transiency, just to prevent biased dealings practices and to
match the market of India with international standards regulate this capital market was introduced. Allocation of
resources by a central authority among different competing entities was discontinued. Screen based trading was
introduced to overcome the geographical barriers. Physical security certificates was disappeared .The time of one
week was given for the settlement period.
The detailed discussion of reforms mentioned above follows:
SEBI Act, 1992
In order to integrate regulation of the securities market Enactment of SEBI Act was the first attempt .Under this act
full dominance and power was given to SEBI as well as authorized control for various provisions under the
Companies Act and the SCRA. SEBI is also going to administered The Depositories Act, 1996
DIP Guidelines
In the revoke of liberalization process in May 1992 Capital Issues (Control) Act, 1947 was passed. Earlier
government was controlling issue of capital, pricing of the issues, fixing of premium and rates of interest on
debentures which was ceased and market was allowed to allocate resources to competing users. SEBI issued
Disclosure and Investor Protection (DIP) Guidelines in the interest of investors.
Screen Based Trading
In India for immediate matching or recording of Trades the information technology were not used for trading on
stock exchange in India .This process of trading was time consuming and inefficient .This was a big challenge for
stock exchange on the volume of the trading and on its efficiency. In order to enhance efficiency and transiency a
nationwide online fully automated screen based trading system (SBTS) was introduced by the NSE. In this
processor members were given the access to punch quantities of securities and prices at which they like to transact
and as soon as it finds a matching sale or buys order from counter party the transactions are executed .This system
helped in saving of time, cost and occurrence of errors. It also increased the information efficiency of markets .It
has made the market transparent by facilitate market contributor to watch the picture of market or real time basis
Now a day‟s electronic order matching helping in trading. Just to provide the trading platform to settle the broker‟s
issues technology was going to be used. NST has also provided the facility to investors through PCs in their
residence.
Trading Cycle
The trades at the end of trading cycles were clubbed together and balanced was settled by payment of cash and
delivery of securities. The trading cycle was having the time period of 14 days for specified securities to 30 days
for other and settlement were taking place another fortnight. The trading cycle was reduced in order to large open
positions over a period of time to a week .Now every exchange was going to follow a uniform weekly trading cycle.
Major 400 securities trading cycle has been reduced to one day only
Derivatives Trading
In 1995 SCRA was amended to help market participants in managing risks through hedging, Speculations and
arbitrage. Further amendments was made in SCRA in 1999 to include derivatives in the definition of securities so
that trading of securities could apply to trading in derivatives also .Earlier there was ban on forward trading which
was withdrawn. Derivative trading was taking off on two exchanges in June 2000. Now the market was offering
index futures, index options and stock options and would soon after stock future.

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 New Horizons in Commerce, IT & Social Sciences
Depositories Act
Settlement risk was raised on Indian stock exchanges due to settlement system. Physical movement of paper was
the only way of trade settlement .In order to settlement the trade the practice of delivery of shares by the seller and
payment by the purchaser were taking place.
According to companies Act, the process of transfer should be completed within two months periods time but this
process was taking much longer time than the stipulated time. This was adding in to costs and more delay in
settlement and again making Investors grievances redressed time consuming.
Depositories Act 1996 was implemented just to facilitate investors free transferability of securities with speed,
accuracy and security .It helped in free transfer of securities of Public limited companies which were subject to
certain conditions .According to 1996 Act, there was no such requirement of moving of securities from person to
person rather transfer of ownership of securities was done electronically by book entry. Now instant electronic
transfers of securities was possible with the help of NSDL and CDSL two depositories .It was made compulsory
for all new IPOS to e compulsory traded in dematerialized from just to present physical certificates . Physical form
or dematerialized Form were options of either subscribing to securities
Investor Protection
SEBI was established to protect the interest of investors .Specific matter is disclosed by SEBI and for protection of
investors in respect of issues the standard of disclosure is required. Investor‟s grievance cells for redressed of
investors grievance is set up by DEA, DCA, SEBI and exchange .Investors Protection funds are maintained by
exchanges to take care of investor‟s claims. Investor education and protection funds has been set up by DCA for the
promotion of investors awareness .Various education and awareness programs are going to be organized.
Globalization
Presently Indian securities market had a great integration with the all countries of the world. Permission was given
to Indian companies to raise resources from abroad .The facility of issue of ADRs, GDRs and foreign currency
convertible bonds were given investors for this purpose Now Indian companies were permitted to list their
securities in foreign stock exchange by sponsoring ADR/GDR issues .NRI and OCBS can now do invest in Indian
companies .Full capital account convertibility was now being enjoyed by FII and even now they have got the
permission to invest in all types of securities including government securities. Stock exchange of India have got the
permission to build up their trading terminals in all over the world .Now through the internet the trading platform
of Indian exchange is accessed from anywhere in the world.
Regulatory Framework Governing IPOs
In this section, we have analyzed the market design for IPOs which is provided by SEBI. Now central government
were having control over IPOs under Capital issues (Control) Act 1947, and other capital issues in the post
independence era since 1947 until the abolition of the Act, in 1992.
Now SEBI was the central point. Then in the June 1992, Disclosure and Investor Protection Guidelines were issued
by SEBI which govern the issue of capital to Public.
Clarification has been given by SEBI to streamlines the public issue process. SEBI (DIP) Guidelines 2000 was
issued by SEBI in January 2000.These guidelines were applicable to all Public issues.
Companies issuing IPOs eligibility Norms
Entry norms has been introduces by SEBI for the IPO market .According to guidelines issued by SEBI, there are
some eligibility condition which a company to satisfy if it has to make an IPO. In order to draft prospectus with
SEBI, Company has to choose one eligible merchant banker, at least 21 days before to the filling of prospectus with
the registrar of companies. Applicable has to be made by company for listing of the securities with stocks exchange
for make a Public issue. Initial Public Issue is made by an unlisted company either on fixed price or on book
building basis earlier if a company has to issue an IPO then company must have a dividend payment track
record for a 3 out of immediately preceding 5 years. These guidelines were relaxed by SEBI just to encourage IPOs

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 New Horizons in Commerce, IT & Social Sciences
in terms of section 205 of the company Act. Now issue was having the quality of subscription by QIBs, Track
record and appraisal by approved FIs.
Pricing of IPOs
An issue was having the most critical element and that was pricing. Issues were priced freely by the companies .The
free pricing was having the idea that if companies over priced their issues then the market would penalized them by
not subscribing and followed by under pricing, the companies would have to forgo the potential premium.
Under CCI regime where all companies where all companies where it was fundamentally strong or not had to price
their issues very conservatively .It was anti market practice. At that time merchant bankers was not playing any
important role.
In June 1992 when CCI was abolished then companies were given permission to price the equity at a premium
subject to certain restrictions .Now the companies which were fundamentally strong were adequate to hike funds
from a capital market at a premium and on the other hand the companies which were not having credentials issued
capital with rosy projections. Community of merchant banking were having least concerned about quality of issues
.As a result many of the issues were overpriced and were giving negative initial return to the investors
(ICFAI,1999).
Differential pricing
Any unlisted company making a public issue of equity shares may issue such securities to applicants in the firm
allotment category at a price different from the price at which the net offer to the public is made but there is
condition that the price at which the security is being offered to the applicants in firm allotment category is higher
than the price at which securities are offered to public.
Price Band
When offer documents filed with the board then price band of 20 percent can be mentioned by Issue Company and
before filling of the offer document with ROCS actual price can be determined at a later date .Board of directors can
pass a resolution they were given authority to determine the offer price within a specific price band.
Issue obligation
The role of market banker in the pre issue obligation was very important. Every company which was going to
securities has to enter in to memorandum of understanding with the lead merchant banker .The right ,obligations
and responsibilities of every merchant banker shall be demarcated if a public issue is managed by more than one
merchant banker .Under writing arrangements would be made by the lead banker
Guidelines for book building
A new price mechanism has been discovered by corporate issuing securities known book building. A transparent
process was going to help the small level investors in subscribing the securities. It was introduced in 1995. Two
options were given to an issuer company suggesting to issue capital through book building viz 75 percent book
building route and 100 percent book building route .The 75 percent book building route was available for all those
corporate who were eligible to make an issue to the Public .if they were going to follow this route then issue size
shall not be of 100 crore size. .
Demat Issue
According to Demat Act 1956 every public listed company if it was going to making IPO of any security for Rs. 10
Crore or more shall issue the same only in dematerialized form.
Offering securities in Public issue through the stock exchange mechanism
Online securities offer system was introduced by SEBI to facilitate the process of public offerings to extend the
benefits of online trading in the secondary market to the primary market. Software packaging and means of
connectivity as going to be improved by this system. This system also helped in reducing the cost involved as well
as time consumed in a public issue process. Now companies through online system of stock exchanges can make

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initial public offerings. DIP guidelines are going to be considered in the procedure of e-IPO. The new online
mechanism would reduce the time taken for completion of the issues process and the cost of the issues.
Tremendous developments have been observed in Capital market with the launching of financial reforms since July
1991. In 1992, SEBI Act was enacted and SEBI was given statutory status as an apex regulatory body in capital
markets.
IPOs played a prominent role in the growth of a firm as it covered the journey from a start-up to public corporation.
An initial public offering helped in establishing a firm from the concept stage to a public company as major
accomplishment for the founder(s) and a testament to their founding vision, creativity, strategic direction, and
managerial skills (Jain and Tabak (2008)).Through Initial public offering many private companies aspire to go
public. It results in to two benefits: company‟s coffers had a great deal of capital through IPO .Second, tremendous
wealth can be generated for company insiders and pre-IPO investors with the help of successful IPO.
As Public companies were considered to be the domain of IPO process and it was not cakewalk. Process of IPOs
was time consuming filled with confusion besides carrying Price tag which affects the cost of capital of firms
aspiring to go public. The critical decision which a firm has to face is that is at what price, should new shares be
offered to the public. A title of combination of art and science is given to IPO Pricing ((McCarthy (1999)).
Quantitative model has been used in scientific part of pricing equation to estimate the worth of firm, and the artistic
component refers to the ability of the issuer and underwriter to assess the conditions of the IPO market. IPO as it
seems very simple but it is not the simple process. IPOs leave prospective investors amidst clouds of uncertainty
because there were no prior visible market so it was normally risky, Even there was no share price reference point,
and with very little or no operating history behind (since most of IPO seeking firms are relatively young), make for
arduous valuation.
If we look back at the history extensive most of IPOs were underpriced. Initial returns are higher which can be
expected in efficient markets. After experiencing this important fact which comes in mind is that :when investors
are willing to pay even then why are the Firms raising capital by offering equity at a price below that price , i.e. the
market commands (higher) price? In this process, smaller capital is going to be generated by IPO process than its
true potential (Chaturvedi et al. (2006)).
Revolutionary developments in IPOs' market took place in 2007 in India when SEBI initiated the concept of
grading of IPOs and made it mandatory from May 1, 2007. The idea of IPO grading was brought out by SEBI to
safeguard the investors‟ interests. The main motive for introducing IPO grading is to prevent the fly–by–night
promoters. It was basically a service which was going to provide independent assessment of fundamentals of the
new companies by Credit Rating Agencies registered with SEBI under the SEBI (Credit Rating Agencies)
Regulations, 1999.
IPO grading is an autonomous and unbiased opinion of a rating agency on the fundamentals of the company that
has filed or is expected to file a draft offer document i.e. IPO with SEBI.
Concept of IPO Grading
SEBI, from May 1, 2007, the Indian stock market regulator made it mandatory that all IPOs must be graded by a
credit rating agency .According to SEBI, “The grade is going to represent an assessment of fundamentally of that
issue relative to the other listed equities in India” It was expected that incremental reading interpretable and
independent information about IPOs are going to be provided by grades to investors and it was also claimed that it
will help the investors in better assess the investment potential of IPOs. Two standard of evidence were behind this
claim about financial market. Information asymmetry problem were faced by IPO market. Information asymmetry
was the base of several IPO modes of under pricing (for example ,Rock 1986,Benveniste and Spindt 1989).on the
bases of these models ,when the information asymmetry was greater than under pricing expected was higher
.Firms were incentives to reduce the extent of under pricing. Firms were able to do so by the external certification
.This signalizing mechanisms were going to be used by issues including (a) reputations of underwriter‟s (b) Group
affiliation (c) Venture capitalist presence in pre issue funding (d) essence of the board member age (e) credit rating
among others.

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 New Horizons in Commerce, IT & Social Sciences
It was analyzed that association with venture capitalists (Barry et al.1990, Megginson and Weiss 1991) and
reputation of under writer (carter and Manaster 1990) used to impede under pricing .According to An and Chan
2008, a certification mechanism ,in the US market credit rating very near to IPO grading is also reported to impede
under pricing .It was expected that the grade, activity as a certification, expected to help the judgment of retail
investors ,especially in the context of IPOs by small and unknown firms . Most of the time Individual investors fail
to indifferently assess IPO as they have to face behavior issues (for instance,Ljungqvist et al .2006) objective
judgment can be made with the help of grade Mandatory IPO grading was not welcome by Indian investors in the
Indian capital market on the basic of these points first, the Investors who were unable to analyze the issue
information won‟t be able to recognize the grades.
According to population financial daily wrote, “Investors can lull in to a sense of security about risk and reward of
equity investing through grades assigned to various issues and can make equity look softer than it is.” And secondly
rating
agencies are not doing the objective grading, again it was tough to judge the truth fullness of grades assigned
because of inconsistent behavior of equity .Third, community of Investment banking was also having fear that issue
cost can be increased by grading .Fourth, It was also be livered that IPO grading was having very relevance at the
same time, retail investors welcomes the idea of IPO grading. Dependence on issue advertisements and brokers
would be reduced by IPO grading. It was the demand of retail investors to include the issue pricing in to scope of
grading.
It was Debb and Marisetty (2010) that low underpricing is found in IPO after introduction grading .On the other
hand According to khurshed et al.(2011) no role was found for grading in the under pricing .
IPO grading was a unique concept that had been introduced to help investors take an informed decision. This would
help in the growth of the IPO market to begin with, which in turn can set in motion the virtuous circle in the
secondary market too? This major step in the market will help particularly when the overall sentiments improve in
the market and there was a stream of such issuances when investors could tend to get a bit confused or uncertain in
the absence of such a grading provided by an independent and unbiased agency.
According to SEBI, 'IPO grading' was a kind of service whose aim was to assess facilitates the assessment of equity
issues offered to public. It is considered to be one–time process. Grading is done on 5-point scale and the grade
given to an IPO shows the assessment of fundamentals of graded issues relative to other listed issues. It is just an
autonomous assessment of fundamentals of the company to help investors to take their investment decisions.
However, IPO grading is not based on buy or sells recommendation. It was the first attempt made by SEBI in the
world to make IPO Grading mandatory for all the unlisted companies.
IPO Grading Scale
IPO grading was having various qualitative and quantitative parameters of the issue. According to SEBI, the IPO
fundamentals would be graded on a five–point scale from Grade 5 (indicating strong fundamentals) to Grade 1
(indicating poor fundamentals). This grading id going to helpful to investors in taking investment decisions.
IPO fundamentals are graded on a scale of five (grade 5 to grade 1)
IPO Grade 5: Strong Fundamentals
IPO Grade 4: Above Average Fundamentals
IPO Grade 3: Average Fundamentals.
IPO Grade 2: Below Average Fundamentals.
IPO Grade 1: Poor Fundamentals.
An autonomous and unbarred opinion of credit rating agency was expected which has got nothing to do with the
placement of an issue and is constantly occupied with an incentive to keep its reputation for independence and
analytical rigor, intact. SEBI had notified the areas which were generally studied by credit rating agencies, for
grading an issue, which are listed below:

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 Business prospects and Competitive Position.

1. Industry Prospects
2. Company Prospects
 Financial Position
 Management Quality
 Corporate Governance Practices
 Compliance and Litigation History
 New Project – Risks and Prospects
Grading is not concern with pricing issues and is not at all an investment recommendation. It has been simply
designed to help investors comprehend the information disclosures made in offer documents. The concept of IPO
grading is instigate in April 2006, as an option to be exercised by companies but as of now it is notified mandatory
requirement. A company which files the draft offer documents with SEBI, on or after 1st May, 2007, must get
grading for its IPO from at least one of the Credit Rating Agencies registered with SEBI. Though this grading can
be done either before filing the draft offer documents with SEBI or afterwards, the grades assigned to IPOs by all
Credit Rating Agencies approached by issuing companies must be disclosed in the final Prospectus/ Red Herring
Prospectus[ SEBI(2008) and CRISIL(2008)].
Benefits of IPO grading: Some interesting benefits of IPO grading are:
Professional & Independent appraisal: IPO grading is going to provide the company‟s fundamentals information
to investors to take the right investment decision. IPOs grading makes it easy for the investors to understand the
profile of the company
Removal of Information burden: IPO grading provides the complex information of the company in very simple
way to the investors. Small investors are going to be get benefitted with the help of IPOs grading as it becomes easy
for them to understand which issue is going to be launch in the market.
Impediment for weak companies: IPOs grading helps the investors to have full financial knowledge of
fundamentally weak companies. Now week companies cannot enter in to the market with wrong financial
information.
Improved investors sophistication: IPO grading helps investors in taking the right decision as grades assigned by
CRA does not depict the exact picture of the company but it makes the complicated things simpler and easier.
Credit Rating Agencies (CRAs)
Grading is done by the credit rating agencies (CRAs) registered with SEBI. There are five CRAs registered so far:
Credit Rating Information Services of India Limited (CRISIL)
Investment Information and Credit Rating Agency (ICRA)
Credit Analysis and Research Ltd (CARE)
FITCH
Brickwork Ratings India Pvt. Ltd.
SEBI’s Guidelines for IPO Grading
When SEBI has given freedom to mangers just to go for IPO grading and make it as optional then to its response,
no lead managers of the company come forward to adopt this system even there was no costing of grading at this
time. Then SEBI was bounded to make it mandatory for companies.

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The important features of SEBI's decision on IPO grading are as follows
Issue price was excluded from the scope of grading exercise and credit rating agencies would be recognized for this
purposes the, the indication for higher was 5& the lowest was 1.
It was in the periphery of the company to choose the any of rating agency for getting its IPOs graded. SEBI's
decision was criticized on the bases that it is going to ignore the issue price. But role played by issue price was very
important from the investors‟ point of view so it should not be excluded.
However, IPO's fundamental quality is also very important for the rationality of price itself. Even most of the
investors were not competent to have knowledge of IPO fundamentals .that is the main reason that most of the low
quality and bogus IPOs get listed. Grading of IPOs enable investors to know their fundamental quality. Factors
such as business prospects of the company and the industry, company's competitive strength, management's
competence must be included in qualitative analysis of IPOs
Assessment of IPO Grading
Investor must be aware about the fundamentals of the company before doing investment .That why SEBI has
introduced the concept of IPO grading just to make convenient for the investors to have knowledge about the
company's activities and the uncertainty associated with the long run investment in the IPOs.
Relative assessment of the fundamentals of the issue is presented by the grades assigned to the issue. It has onetime
assessment and has no ongoing validity. The valuation factor of the company‟s IPO is ignored by IPO grading
.What would be the expected return from the investment that was not explained by IPOs grading .even the IPO
grading is not going to consider the Market factors such as liquidity, demand, supply situation of the scrip, the
market sentiment so after considering all these points it is felt IPO grading system can be improved a lot Although it
was made mandatory by SEBI, but the criterion and grades are not standardized. This is the basic requirement of the
SEBI to fix standardize criterion for future reference. The market factors such as liquidity, demand, supply,
situation of the scrip, market sentiments at the time of issue, etc. are not taken into consideration and this is going to
defeat the purpose of securing investor‟s interest. The grading process is also going to exclude the issue‟s price
which is considered to be the most critical factor of returns. Relative assessment of fundamentals of the equity
security is done by IPO grading
Differences in IPO Grading and Rating
Grading of IPOs is a new revolution introduced by SEBI, it is essential to know some dissimilarity between grading
and credit rating process.
1. IPO grading is going to analyze the Past responsibilities of debt payment along with capabilities which it
having in future would be base for credit rating, whereas fundamentals and future performance would be
assessed future performance by credit rating.
2. Projected Return on equity, EPS, and growth in profits would be focus while assigning an IPO grade,
while projected cash flows in relation to debt servicing would be the focus.
3. Promise to pay a fixed sum at regular intervals regardless of the performance of the project for which
the funds were borrowed this assignment is done by credit rating. On the other hand, investors‟ returns are
contingent on the performance of the project being financed arrangement made by IPO grading
4. Valuation of buy/sell/hold recommendations on bonds is used by credit rating, where as IPO grading has
no bearing on buy/sell/hold recommendations of equity.
SEBI made IPO grading optional
On 30 October 2013, in a review meeting SEBI, taking note of several reports on IPO grading noted, “Issues with
grade 4 yielded high losses compared to other low grades. Retail investors, for whom IPO grading was introduced,
subscribed fully or overwhelmingly subscribed to their portion in as many as 73 out of 86 (85%) „Lower grade‟
IPOs (those with grades 1 or 2).” SEBI concluded that the reports showed that retail and institutional investors were
not taking cues from grades

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“Qualified institutional buyers have fully subscribed to their portion in many „lower grade‟ IPOs. This indicates that
grading has been not a factor in investors‟ decision-making process,” SEBI said.
Out of 109 IPOs that got a rating from 3 to 5, 78 stocks gave negative returns at the end of one year from their
listing. Similarly, 60 out of 74 IPOs graded 1 and 2 gave negative returns, one year from listing, according to data
from Capitaline, a corporate information database.
“Grades were meant for retail investors and if a company is given a rating of 4 or 5, then retail investors think it is a
good investment and end up buying that stock “There was no correlation in terms of returns and grading and hence
the idea was dropped.”
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 New Horizons in Commerce, IT & Social Sciences

MARKETING IN VUCA WORLD

*
Nitisha Jain
*
Assistant Professor, Khalsa College for Women, Civil lines, Ludhiana, Punjab, India

Abstract
Marketing is the belt that connects the wheels of any economy. Today, everything is been
marketed person, place, organization etc Now a days marketing is much more than jingles
and catchy phrases, the aim of marketing is to affect how consumers think and act. It is
critical to understand consumer behavior to know how potential customers will respond to a
new product or service. The Indian economy has gained significant momentum in recent
months and the coming years look very promising and exciting. The global environment has
become highly Volatile, Uncertain, Complex and Ambiguous (VUCA) due to a variety of
factors and impact of technology. VUCA, an acronym for Volatility, Uncertainty,
Complexity and Ambiguity is fast becoming a catchphrase in the corporate arena and an
often-discussed topic for today’s adaptive marketers during strategy meets. Economic
turbulence and the rapid rate of change in our business environment are throwing many
organizations pretty much off-balance as they are unable to keep pace with the vagaries of a
VUCA world. Transparent markets and an ever-faster pace create high pressure on
marketers as well as on consumers. This research paper attempt to exchange thoughts, ideas
and update information about Marketing in VUCA world. This paper provides insights on
Challenges and marketing strategies that must be used in this VUCA world.
Keywords: Volatility, Ambiguity, Uncertainty, Complexity.
Introduction
Throughout the past decades we find numerous terms in the popular business press and academic literature that
refer to an increasing inability to grasp the world and deal with the things happening around us. Examples include
uncertainty, turbulence, rapid change, dynamism, disruption, complexity, hyper-competition, high-velocity markets
and flux.
For a couple of years, the notion of "VUCA" is gaining popularity as a term to cover the various dimensions of this
„uncontrollable‟ environment. The notion of VUCA was introduced by the U.S. Army War College to describe
uncertain, complex, and ambiguous, multilateral world which resulted from the end of the Cold War. We are
moving from a world of problems, which demands speed, analysis and uncertainty to solve in a world of dilemmas,
which demands patience, sense making and an engagement with uncertainty. ‟VUCA‟ is Volatile, Uncertain,
Complex and Ambiguous are the characteristics of modern strategic dilemmas which requires a different orientation
and a set of skills. Dilemmas span disciplines and frustrate attempt to craft elegant and final solutions. According to
VUCA if we wait too long for a moment, it may pass without our knowledge. It is the recognition that there can be
many ways beyond hand a competitor of its advantage.
In order to continue to perform in a VUCA world, brands have to develop an offer, a pitch, and marketing tactics
that are able to withstand this ultra-competitive environment (shorter product life cycles, disruptive innovations,
quality -price equation etc.). Organizations are becoming boundary-less and often, location agnostic. Operational
and business models are being turned on their heads with the advent of enterprises like Uber, Airbnb, Etsy and
Amazon. These complexities will continue to exponentially increase as we enter a hyper-digital era with Artificial
Intelligence (AI), Robotics, 3D printing, Wearable‟s, and much more looming over the horizon. Going ahead,
organizations of the future will function as platforms connecting diverse, distributed, and multi-talented individuals
who will come together to create value.
Research Objectives
 To light up the term VUCA.

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 New Horizons in Commerce, IT & Social Sciences
 To examine the VUCA World
 To identify the paths on which VUCA can be addressed effectively
 Insights on new marketing strategies in VUCA world.
Research Methodology
The methodology may include publication, research, surveys and it could include present and historical secondary
data collection. This study is based on exploratory research and it is conceptual in nature. It is based on secondary
data collection from research reports company websites, research papers and other sources.
Review of Literature
Anita Sarkar (2015) views that the ways in which we conduct or think about our businesses have substantially
changed within a decade. The term VUCA- which stands for volatility, uncertainty, complexity and ambiguity – has
become common phrase today. Rapid changes taking place in political, economic, social and technological fronts
are making the organizational world increasing VUCA.
Harish Manwani (2013) observes that we are living in a world where volatility and uncertainty have become the
New Normal. Companies that were synonymous with their product categories just a few years ago are now no
longer inexistence. We live in a VUCA world surrounded by black swans. This is the New Normal. But even with
this unpredictably changing world, there are a few important underlying megatrends that will shape our future.
Kishore Kumar Das & Aftab Ara (2014) finds that we are moving from a world of problems, which demands
speed, analysis and uncertainty to solve, to a world of dilemmas, which demands patience, sense making and an
engagement with uncertainty. ‟VUCA‟ is Volatile, Uncertain, Complex and Ambiguous are the characteristics of
modern strategic dilemmas which requires a different orientation and a set of skills. Dilemmas span disciplines and
frustrate attempts to craft elegant and final solutions.
Betof, Lisa M.D. Owens, Sue Todd (2014) observes that the once identifiable boundaries of our marketplaces and
industries have become permeable. Now they shift continuously, sometimes slowly, sometimes quickly, but always
feeling slightly beyond our grasp. In this environment, leaders realize that a sustainable future is only possible if
organizations can sense, adapt, and respond to change; if they can help their organizations evolve with an evolving
world. Nick Petrie (2014) observes that It seemed that the nature of the challenges that managers were facing was
rapidly changing; however, the methods that we were using to develop them were staying the same. The last decade
has seen many industries enter a period of increasingly rapid change. The most recent global recession, of 2007 has
contributed to an environment that many of us believe is fundamentally different from that of 10 years ago
The VUCA World
The once identifiable boundaries of our marketplaces and industries have become permeable. Now they are shifting
continuously, sometimes slowly, sometimes quickly, but always feeling slightly beyond our grasp. In this
environment, marketers realize that a sustainable future is only possible if organizations can sense, adapt, and
respond to change; if they can help their organizations evolve with an evolving world. The four dimensions of
VUCA are as follows:
Volatility: Volatility refers to the speed of change in an industry, market or the world in general. It is associated
with fluctuations in demand, turbulence and short time to markets and it is well-documented in the literature on
industry dynamism. The more volatile the world is, the more and faster things change.
Example: Commodity pricing is often quite volatile. Jet fuel costs, for instance, have been quite volatile in the 21 st
century.
Uncertainty: Uncertainty refers to the extent to which we can confidently predict the future. Part of uncertainty is
perceived and associated with people‟s inability to understand what is going on. Uncertainty, though, is also a more
objective characteristic of an environment. Truly uncertain environments are those that don‟t allow any prediction,
also not on a statistical basis. The more uncertain the world is, the harder it is to predict.

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 New Horizons in Commerce, IT & Social Sciences
Example: The sudden launch of a similar, yet superior, product offering by a close competitor. Or we can say Anti-
terrorism initiatives are generally plagued with uncertainty. we understand many causes of terrorism, but not exactly
when and how they could spur attacks.
Complexity: Complexity refers to the number of factors that we need to take into account, their variety and the
relationships between them. The more factors, the greater their variety and the more they are interconnected, the
more complex an environment is. Under high complexity, it is impossible to fully analyze the environment and
come to rational conclusions. The more complex the world is, the harder it is to analyze.
Example: Moving into foreign markets is frequently complex; doing business in new countries often involves
navigating a complex web of tariffs, laws, regulations, and logistics issues.
Ambiguity - Ambiguity refers to a lack of clarity about how to interpret something. A situation is ambiguous when
information is incomplete, contradicting or too inaccurate to draw clear conclusions. More generally it refers to
fuzziness and vagueness in ideas and terminology. The more ambiguous the world is, the harder it is to interpret.
Example: The transition from print to digital media has been very ambiguous: companies are still learning how
customers will access and experience data and entertainment given new technologies.
Clinical Thinking
When we talk or illustrate about critical/clinical thinking, we should begin with this questions
 How to think?
 What to think?
Below given is few critical dynamism of a VUCA world
For Volatile Situation: Separating facts from opinions are the key to survive in volatile situation. Volatility
formulates thoughts as well as ensuing clarity in communication.
For uncertain situation: Listening and comprehension is vital. Being open minded about alternative point of view
and dealing with contradiction are also necessary in such situation.
For complex situation: One needs to gather facts from various sources do logical enquiry with reasoning and also
weight the alternatives. Weighting alternatives, making decisions under pressure and testing the solutions against
relevant criteria are also vital.
For Ambiguous situations: Curiosity; eliciting and evaluating arguments; asking the right questions; adaptability
and agility in thinking as well as seeing the consequences and likely implications are essential in such
circumstances. Quite simply, critical thinking is excellence in thought processes which precedes excellence in our
actions VUCA is originated with army Wars College to describe conditions resulting from cold war. The world
around us is changing dramatically and decisions are taken for the future. We are in the World of digitization,
developing world and unsustainable environmental conditions.
How to Address VUCA Effectively
In practice, the four terms are related. The more complex and volatile an industry is, for example, the harder to
predict and therefore more uncertain it will be. Yet, all four represent distinct elements that make our environment -
the world, a market, an industry - harder to grasp and control. VUCA can be effectively addressed by adopting the
following strategies.
Volatility can be combated by having a clear sense of Vision. When things are changing rapidly, people need to
know where they should be heading, even if the path may be modified enroute. A clear sense of vision helps to keep
people focused on what is essential to do and what are the priorities amongst the myriad of activities, demands and
opportunities that may emerge. When people have a clear sense of vision, not only do they focus their energy in the
right direction and make informed choices about what they do or do not do, they also feel more engaged as a result
of knowing what is the goal that their efforts are contributing to.

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In VUCA Uncertainty can be combated by having Understanding. When the situation changes rapidly,
communication is essential to make sure that everyone has the same level of understanding of issues and that
marketers understand also how the people may be thinking or feeling.Strategies to address these types of challenges
must ensure that available information is thoroughly analyzed from multiple perspectives during the solution-
building process. This should, among other things, involve fostering a culture of collaboration where multiple
Teams are comfortable working together towards a common goal.This means investing a lot of time and energy in
listening to potential customers.
Complexity can be combated with Clarity. Complexity means that you cannot always foresee what elements will be
influenced by what factors, therefore people need more than ever for you to simplify processes without being
simplistic. Simply stating what are the knowable and unknowable facts is already a good start in helping people to
develop clarity around what they can control and therefore where they should focus their efforts on and what
aspects are beyond their ambit of control, but maybe need to be monitored without dissipating too much energy in
attempting to control the uncontrollable.
Ambiguity can be combated with Agility. If the situation is not clear, then we need to have the flexibility to respond
to whatever occurs. Individuals all have their own tolerance level for ambiguity, which is determined to a large
extent by personality. For instance, an organization that wants to effectively deal with these challenges should
consider an organizational restructuring strategy that adopts an agile approach towards problem-solving and
quickens the process of decision-making.
Marketing Strategies in VUCA World
Strategy is the main parameter of all businesses. To act in the VUCA world we need to combine the emergent and
deliberate approach in a complementary way. The key profitable success and growth for managers across the
organizations is to develop deep understanding and insight of customers and consumer. We can analyze Honda‟s
Market strategy when they entered in to American Market, they first entered the market with advance features
(super club, inexpensive, light weight) this initial failure of this model was uncertain as the model was number one
in their native. Honda later repositioned its bike with the famous marketing slogan “You meet the nicest people on a
Honda” and became one of the market leaders. If the world is dynamic and volatile it is so for everyone. In such an
environment companies need to strike a balance between the Protect Strategy and Attack strategy.
Marketing is not immune to disruption in today's VUCA world. The decisions making pattern of Customers have
changed over the past few years. Ultimately successful marketing derives from a brand's ability to be flexible,
confident and bold .It's about absorbing new ideas from agencies and partners. Brands that foster these values will
thrive VUCA. Below given points indicate VUCA world strategies.
1. Build a solid foundation in volatile world: We talk about business market so as a marketer we need to
build a solid foundation in VUCA world to overcome the uncertainty. It's a way of expressing the positive
impact that one wants to cause in the world. As the world changes, consumers are also changing based on
these philosophy businesses must have an insight in to the changing needs.
2. Think Local and act Global: A very common phrase used by multinationals is think global, act local .In
reality there is no such thing as a global consumer. Our mantra is to think local but act should be global.
Any organization needs to understand what local consumer and customer needs and wants.
3. Draw outlines in an ambiguous world: We want to release the power of an evolutionary process, and
this includes experimenting and testing many ideas and concepts but if we don't create outlines and
structure of business, there is chance we will reach high levels of creative entropy.
4. Transparency: Business outline become clearer when there is transparency in work atmosphere .i.e. free
access to all kinds of relevant information within the organization helps in contextualization and avoid
rumors, to make healthy work environment.
As a Business leader or Marketer, you have noticed change in business tactics to survive in these volatile
world organizations. Marketer /leader must do things differently. Here our goal is to offer a path forward and
get you thinking about what you need to do, and where you should stand. Critical factors for success in this

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world depend on practicing on effective leadership techniques and change management. Here we focused on
the alignment between people, process and technology.
 Business Agility: Organization and their talent need to be agile with the ability & direction. The
ability to change direction and requires alignment of business strategy with talent strategy.
 Strategies & workforce planning: It is a determination of organization needs and all key roles,
taking in to account your ability to fill these roles. Strategic workforce planning includes what talent
the organization has? What it needs and what talent gaps are exists in the market needs to consider
external forces.
 The pursuit of readiness: Organizational readiness in a VUCA world is more of an ideal than a
concrete target. Truth is “you are never really ready but you are dead if you stop trying to be
ready.” To get leaders ready to sleep in to critical business roles
 Obtain senior executive involvement
 Complete an accurate talent assessment
 Launch development planning
 Drive accelerated that targets future roles
 Gathering and using data: The age of VUCA has co-in sided with the rise of analytics as a result;
measurement needs to become an essential part of everything you do around talent. When you gather
and use the right data you effectively move beyond describing your state to being able to predict your
future talent needs and capabilities i.e. if you need to meet 15% growth rate objective in immerging
trend markets for the next 5 years. Data analytics can help you to determine who your talent pool that
matches with your growth needs.
 The learning organization: It's all about learning and growing as an organization, it means an
effective selection practice or marketing strategy when it becomes misaligned with the direction of
the business. This concept refers to the organization commitments to develop its people. Especially
when it comes to leadership courses that target the skill which are leading to change. Driving
innovation making rapid decisions ,and networking across boundaries are especially well suited to
developing VUCA ready leaders .According to VUCA context learning organization needs to take on
a broader meaning .It needs to be about how the organization learns grows adapts and makes changes
 Talent Management sustainability: We hear from many organizations about their talent
management initiatives. All these initiative needs to be build on strong articulated business case and
they should have clear accountabilities for action and success. These initiative needs to be aligned
with both the business strategy and your other talent initiatives .They must be flexible and adaptable.
Conclusion
VUCA world is not going to disappear. The world becomes a small market place for global players. Change is
relentless and the landscape in which we work is constantly shifting. Reacting without having vision leaves
marketers feeling confused and demotivated. Rigidly adhering to a chosen strategy risks missing opportunities or
failing to respond to market and environmental changes. Globalization has created opportunities with one hand and
it has introduced threats with the other hand. So in this VUCA world, marketers need to be creative and innovative
with clarity and focus on market. They have to think differently. A marketer must maintains a balance between
customer benefits and customer value. Besides a pure product benefit, invest in strengthening the relationship
benefits.
References
1. https://www.worldwidejournals.com/paripex/recent_issues_pdf/2018/June/June_2018_1528203899__93.pdf
2. http://www.iosrjournals.org/iosr-jbm/papers/Conf.17016-2017/Volume%201/3.%2016-22.pdf

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3. https://www.econbiz.de/Record/what-a-difference-a-word-makes-understanding-threats-to-performance-in-a-vuca-world-bennett-
nathan/10010359563
4. https://www.researchgate.net/publication/260313997_What_a_difference_a_word_makes_Understanding_threats_to_performance_in
_a_VUCA_world
5. https://www.ijrte.org/wp-content/uploads/papers/v8i5/E4561018520.pdf

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INTERNET OF THINGS AND ITS IMPACT ON EDUCATION

*
Pallavi Kaul
*
Assistant Professor, Amity Institute of education, Amity University, Noida, U.P, India

Abstract
The Internet of Things (IoT), also known as the Internet of Everything (IoE),is the network
of physical objects or things embedded with electronics, software, sensors, and network
connectivity. It is bringing evolutionary changes in Information and Communication
Technology (ICT) by integrating wireless communications, sensors, and data collection and
processing techniques. Potential applications of the IoT are numerous and diverse,
permeating into practically all areas of every-day life of individuals, enterprises, and society
as a whole. The IoT application covers “smart” environments/spaces in domains such as:
Transportation, Building, City, Lifestyle, Retail, Agriculture, Factory, Supply chain,
Emergency, Healthcare, User interaction, Culture and tourism, Environment and Energy.
Below are some of the IOT applications. In the field of Education IOT combines the benefits
of IoT in content delivery, business, and healthcare. It customizes and enhances education by
allowing optimization of all content and forms of delivery. It enables educators to give focus
to individuals and their method. It also reduces costs and labor of education through
automation of common tasks outside of the actual education process.
Keywords: Internet of Things; IOTs real world applications; IOT in Education; Interactive
Learning
Introduction
Imagine a world where billions of objects can sense, communicate and share information, all interconnected
over public or private Internet Protocol (IP) networks. These interconnected objects have data regularly
collected, analyzed and used to initiate action, providing a wealth of intelligence for planning, management and
decision making. This is the world of the Internet of Things
Definition
Internet of things common definition is: Internet of things (IOT) is a network of physical objects. The internet is
not only a network of computers, but it has evolved into a network of device of all type and sizes ,
vehicles, smart phones, home appliances, toys, cameras, medical instruments and industrial systems, animals,
people, buildings, all connected ,all communicating & sharing information based on stipulated protocols in order
to achieve smart reorganizations, positioning, tracing, safe & control & even personal real time online monitoring ,
online upgrade, process control & administration.
We define IOT into three categories as below: Internet of things is an internet of three things:
(1). People to people,
(2) People to machine /things,
(3) Things /machine to things /machine, interacting through internet.
Internet of Things Vision:
Internet of Things (IOT) is a concept and a paradigm that considers pervasive presence in the environment of a
variety of things/objects that through wireless and wired connections and unique addressing schemes are able to
interact with each other and cooperate with other things/objects to create new applications/services and
reach common goals. In this context the research and development challenges to create a smart world are
enormous. A world where the real, digital and the virtual are converging to create smart environments that make
energy, transport, cities and many other areas more intelligent.

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Concept of Internet of Things (IoT)
• The Internet of Things (IoT) is the network of physical objects or things embedded with electronics,
software, sensors, and network connectivity.
• Internet of Things (IoT), also known as the Internet of Everything (IoE), is bringing evolutionary changes
in Information and Communication Technology (ICT) by integrating wireless communications, sensors,
and data collection and processing techniques.
• It is a distributed ICT system that integrates sensors, computing devices, algorithm and physical objects
known as the Things which are uniquely identifiable. A Communication network is one of the key
elements of IoT system that allows information flow among a large of sensors, actuators, devices,
controllers and data storages.
• It can be considered as a cyber physical system which is different from the conventional internet based
system where things could generate data in real time which could control other things or objects.
• Some of the IoT systems are referred as WoT (Web of Things). Consumer IoT (cIoT), and Industrial IoT
(IoT).
Goal
The goal of the Internet of Things is to enable things to be connected anytime, anyplace, with anything and anyone
ideally using any path/network and any service.
ENABLING TECHNOLOGIES FOR IOT
Internet of things (IoT) is a global infrastructure for the information society, enabling advanced services by
interconnecting (physical and virtual) things based on existing and evolving interoperable information and
communication technologies. With the Internet of Things the communication is extended via Internet to all the
things that surround us. The Internet of Things is much more than machine to machine communication, wireless
sensor networks, sensor networks , 2G/3G/4G,GSM,GPRS,RFID, WI-FI, GPS, microcontroller, microprocessor etc.
These are considered as being the enabling technologies that make ―Internet of Things‖ applications possible.
Enabling technologies for the Internet of Things are considered and can be grouped into three categories:
(1) technologies that enable ―things‖ to acquire contextual information,
(2) technologies that enable ―things‖ to process contextual information, and
(3) technologies to improve security and privacy.
The first two categories can be jointly understood as functional building blocks required building ―intelligence‖ into
―things‖, which are indeed the features that differentiate the IOT from the usual Internet. The third category is not a
functional but rather a de facto requirement, without which the penetration of the IOT would be severely reduced.
The Internet of Things is not a single technology, but it is a mixture of different hardware & software technology.
The Internet of Things provides solutions based on the integration of information technology, which refers to
hardware and software used to store, retrieve, and process data and communications technology which includes
electronic systems used for communication between individuals or groups.
There is a heterogeneous mix of communication technologies, which need to be adapted in order to address the
needs of IoT applications such as energy efficiency, speed, security, and reliability. In this context, it is possible that
the level of diversity will be scaled to a number a manageable connectivity technologies that address the needs of
the IOT applications, are adopted by the market, they have already proved to be serviceable, supported by a strong
technology alliance. Examples of standards in these categories include wired and wireless technologies like
Ethernet, WI-FI, Bluetooth, ZigBee, GSM, and GPRS.
CHARACTERISTICS OF IOT
The fundamental characteristics of the IOT are as follows:

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 Interconnectivity: With regard to the IOT, anything can be interconnected with the global information and
communication infrastructure.
 Things-related services: The IOT is capable of providing thing-related services within the constraints of
things, such as privacy protection and semantic consistency between physical things and their associated
virtual things. In order to provide thing-related services within the constraints of things, both the
technologies in physical world and information world will change.
 Heterogeneity: The devices in the IoT are heterogeneous as based on different hardware platforms and
networks. They can interact with other devices or service platforms through different networks.
 Dynamic changes: The state of devices change dynamically, e.g., sleeping and waking up, connected
and/or disconnected as well as the context of devices including location and speed. Moreover, the number
of devices can change dynamically.
 Enormous scale: The number of devices that need to be managed and that communicate with each other
will be at least an order of magnitude larger than the devices connected to the current Internet. Even more
critical will be the management of the data generated and their interpretation for application purposes. This
relates to semantics of data, as well as efficient data handling.
 Safety: As we gain benefits from the IOT, we must not forget about safety. As both the creators and
recipients of the IOT, we must design for safety. This includes the safety of our personal data and the
safety of our physical well-being. Securing the endpoints, the networks, and the data moving across all of
it means creating a security paradigm that will scale.
 Connectivity: Connectivity enables network accessibility and compatibility. Accessibility is getting on a
network while compatibility provides the common ability to consume and produce data.
 Sensing: We tend to take for granted our senses and ability to understand the physical world and people
around us. Sensing technologies provide us with the means to create experiences that reflect a true
awareness of the physical world and the people in it. This is simply the analog input from the physical
world, but it can provide rich understanding of our complex world.
 Expressing: Expressing enables interactivity with people and the physical world. Whether it is a smart
home or a farm with smart agriculture technology, expressing provides us with a means to create products
that interact intelligently with the real world. This means more than just rendering beautiful UIs to a
screen. Expressing allows us to output into the real world and directly interact with people and the
environment.
IOT application in real world
The IoT application area is very diverse and IoT applications serve different users. Different user categories have
different driving needs. From the IoT perspective there are three important user categories: (1) The individual
citizens, (2) Community of citizens (citizens of a city, a region, country or society as a whole), (3) The enterprises.
Potential applications of the IoT are numerous and diverse, permeating into practically all areas of every-day life of
individuals, enterprises, and society as a whole. The IoT application covers ―smart‖ environments/spaces in
domains such as: Transportation, Building, City, Lifestyle, Retail, Agriculture, Factory, Supply chain, Emergency,
Healthcare, User interaction, Culture and tourism, Environment and Energy. Below are some of the IOT
applications.
A. IOsL (Internet of smart living): Remote Control Appliances): Switching on and off remotely appliances to
avoid accidents and save energy, Weather: Displays outdoor weather conditions such as humidity, temperature,
pressure, wind speed and rain levels with ability to transmit data over long distances, Smart Home Appliances:
Refrigerators with LCD screen telling what’s inside, food that’s about to expire, ingredients you need to buy and
with all the information available on a Smartphone app. Washing machines allowing you to monitor the laundry
remotely, and. Kitchen ranges with interface to a Smartphone app allowing remotely adjustable temperature control
and monitoring the oven’s self-cleaning feature, Safety Monitoring: cameras, and home alarm systems making
people feel safe in their daily life at home, Intrusion Detection Systems: Detection of window and door openings

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and violations to prevent intruders, Energy and Water Use: Energy and water supply consumption monitoring to
obtain advice on how to save cost and resources, & many more…
B. IOSC ( Internet of smart cities): Structural Health: Monitoring of vibrations and material conditions in
buildings, bridges and historical monuments, Lightning: intelligent and weather adaptive lighting in street lights,
Safety: Digital video monitoring, fire control management, public announcement systems, Transportation: Smart
Roads and Intelligent High-ways with warning messages and diversions according to climate conditions and
unexpected events like accidents or traffic jams, Smart Parking: Real-time monitoring of parking spaces availability
in the city making residents able to identify and reserve the closest available spaces, Waste Management: Detection
of rubbish levels in containers to optimize the trash collection routes. Garbage cans and recycle bins with RFID tags
allow the sanitation staff to see when garbage has been put out.
C. IOsE (Internet of smart environment): Air Pollution monitoring: Control of CO2 emissions of factories,
pollution emitted by cars and toxic gases generated in farms, Forest Fire Detection: Monitoring of combustion gases
and preemptive fire conditions to define alert zones, Weather monitoring: weather conditions monitoring such as
humidity, temperature, pressure, wind speed and rain, Earthquake Early Detection, Water Quality: Study of water
suitability in rivers and the sea for eligibility in drinkable use, River Floods: Monitoring of water level variations in
rivers, dams and reservoirs during rainy days, Protecting wildlife: Tracking collars utilizing GPS/GSM modules to
locate and track wild animals and communicate their coordinates via SMS.
D. IOsI (Internet of smart industry): Explosive and Hazardous Gases: Detection of gas levels and leakages in
industrial environments, surroundings of chemical factories and inside mines, Monitoring of toxic gas and oxygen
levels inside chemical plants to ensure workers and goods safety, Monitoring of water, oil and gas levels in storage
tanks and Cisterns, Maintenance and repair: Early predictions on equipment malfunctions and service maintenance
can be automatically scheduled ahead of an actual part failure by installing sensors inside equipment to monitor and
send reports.
E. IOsH (Internet of smart health): Patients Surveillance: Monitoring of conditions of patients inside hospitals
and in old people’s home, Medical Fridges: Control of conditions inside freezers storing vaccines, medicines and
organic elements, Fall Detection: Assistance for elderly or disabled people living independent, Dental: Bluetooth
connected toothbrush with Smartphone app analyzes the brushing uses and gives information on the brushing habits
on the Smartphone for private information or for showing statistics to the dentist, Physical Activity Monitoring:
Wireless sensors placed across the mattress sensing small motions, like breathing and heart rate and large motions
caused by tossing and turning during sleep, providing data available through an app on the Smartphone.
F. IOsE (internet of smart energy): Smart Grid: Energy consumption monitoring and management, Wind
Turbines/ Power house: Monitoring and analyzing the flow of energy from wind turbines & power house, and two-
way communication with consumers’ smart meters to analyze consumption patterns, Power Supply Controllers:
Controller for AC-DC power supplies that determines required energy, and improve energy efficiency with less
energy waste for power supplies related to computers, telecommunications, and consumer electronics applications,
Photovoltaic Installations: Monitoring and optimization of performance in solar energy plants.
G. IOsA (internet of smart agriculture): Green Houses: Control micro-climate conditions to maximize the
production of fruits and vegetables and its quality,
Compost: Control of humidity and temperature levels in alfalfa, hay, straw, etc. to prevent fungus and other
microbial contaminants,
Animal Farming/Tracking: Location and identification of animals grazing in open pastures or location in big
stables, Study of ventilation and air quality in farms and detection of harmful gases from excrements,
Offspring Care: Control of growing conditions of the offspring in animal farms to ensure its survival and health,
field
Monitoring: Reducing spoilage and crop waste with better monitoring, accurate ongoing data obtaining, and
management of the agriculture fields, including better control of fertilizing, electricity and watering.
H. IOMT (Internet of Military Things): It is the application of IoT technologies in the military domain for the
purposes of reconnaissance, surveillance, and other combat-related objectives. It is heavily influenced by the future
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prospects of warfare in an urban environment and involves the use of sensors, munitions, vehicles, robots, human-
wearable biometrics, and other smart technology that is relevant on the battlefield.
IoT in Education: Changing the Way We Learn
IoT will completely change the way we learn. The following are few of the areas where changes are expected:
1. A common platform for academies from around the world
As printed texts get digitally transferred into smartphones, teachers are no longer limited to classrooms. IoT brings
students, educators, and mentors from around the world onto a common platform for knowledge sharing, thereby
enriching the entire learning process.
For instance, interactive boards and digital highlighters are the latest devices related to IoT in the field of education.
These boards accelerate and simplify the entire learning process by receiving, acknowledging, and reciprocating
information. Similarly, digital scanners aid the learning experience by digitally transferring text to smartphones.
2. Enhancing safety measures on campus
Since 2013, there have been nearly 300 school shootings in America — which is an average of about one per week.
Policy makers, educators, parents, as well as students are looking for solutions that will turn schools and
universities into safe and secure learning spaces.
IoT enabled products like identity cards and digitized wristbands as well as GPS-enabled bus systems, are some of
the major improvements that can be made to enhance the safety of students and teachers. Most of these devices
have data on last-known locations through which authorities can ensure that only the right people gain access to the
campus.
As there will be many students present in a class of any educational institution, monitoring the whereabouts and
activities of each and every students is not an easy task. Moreover, the students in an educational institution are
more exposed to risks and require smart security when compared with the population at any other places of work.
IoT can add an immense value in terms of enhancing the security of schools, colleges, and any other learning
centers.
With the help of technologies like 3D positioning, students can be monitored 24/7 and their presence can be
reported at any given point of time. The option of distress buttons can also be provided by these technologies for
raising an alarm if in case the need arises.
For monitoring the student behavior, intelligent camera vision can be used in the campus. Recently, computer vision
technologies have improved a lot and can monitor any signature movements. This activity can automatically can
stop any unexpected incidents from taking place.
3. Special care for students with special needs
The right to education cannot be entirely fulfilled if differently-abled learners are left out of the scenario. There are
IoT enabled special cards that help students with impaired vision to enlarge computer fonts. The information
collected by these cards helps customize the text according to the specific requirement of each student. Not only do
these devices help special needs learners feel included in the education system, they also empower them and give
them self-confidence.
4. Learners are now creators
The firsthand experience with hyper-connectivity applications is sure to stimulate a student’s imagination and desire
to learn. According to our industry experts, Internet of (school) things enables learners to develop better cognitive
and decision-making skills. Students are no longer just recipients of knowledge from textbooks; now they can be
active participants in the learning process, helping them to understand, build, and control these systems in the
future.
5. Increasing efficiency
By streamlining the everyday activities of educational institutions, the time and effort that goes into accomplishing
these activities is significantly reduced. Manual attendance recording, fee submission, and other administrative jobs
can be enhanced. IoT devices also closely monitor the energy usage of schools and help in reducing energy costs.

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The advantages of IoT in education are numerous, which explains why there is heavy investment in this segment.
The streamlining of the education system through IoT solutions makes the learning process quick and efficient.
With the emergence of smart and connected schools, the future of the education system seems bright.
In many schools and colleges, a lot of time is spent on activities that do not add any value to the core aim of their
very existence. For instance, attendance of the students needs to be taken several times a day. Additionally, this data
has to be sent to the central office for different purposes. The IoT can put an end to this inefficient system.
With the help of IoT end-devices, this data can be collected and sent to the central office server automatically
eliminating the need for any human intervention. Due to this revolutionary shift towards the IoT, the tedious task of
teachers and students can be minimized. This allows them to concentrate more on teaching and learning which, is
the core function of any centre of learning.
6. Interactive Learning
Today, learning is not limited only to the combination of images and texts but much more than that. Many
textbooks are joined to web-based sites that incorporate additional videos, materials, animations, assessments, and
other materials to aid the learning process.
This provides a broader perspective to the students in gaining knowledge on new things with a better understanding
and interaction with their friends and teachers. The real-world problems are discussed in classroom by the
educational professionals and students are made to find the answers for these problems.
7. Educational Apps
The educational apps leveraging IoT can be regarded as powerful creative tools and are transforming the way in
which teaching and learning is done. They also enable the teachers and students to create 3D graphics textbooks
which feature videos and provide the capability to take notes.
These kind of apps can be considered as game changers as they provide a large number of educational games. These
games provide numerous features that offer interesting possibilities in teaching and learning. This makes education
more appealing than ever before.
8. Communication network
Teachers and mentors can communicate with their students online using messengers or web cameras to organize
education process. But it cannot allow two parties to imitate personal interaction as if they are sitting in class. But
with the help of the Internet of Things in university or school, teacher and student can communicate using
connected devices like digital pens and interactive boards that display all information in a real-time mode. All text
or pictures can be sent to smartphone or tablet of mentor/student and it speeds up the process of new material
assimilation and teaching process. Moreover, it simplifies the learning process since it saves a lot of time. IoT
makes the teacher enabled for tracking the various activities of the students by which they can provide the home
tasks to the students. They can also track the performance of every student using the various online tools.
Thus IoT helps the teachers in making a strong communication with the students assigning them the befitted
educational task. Students can also communicate with their teachers using the IoT enabled device and thus they can
also improve their performances.
9. New generation of textbooks:
With the help of Quick Response codes(QR codes), homework and supplementary sources of study can be made
easily. The Internet of Things (IOT) increases the interest of students in reading the books as well as new subjects.
Most of the students will already have a smartphone with the QR reader that has many uses in the classroom.
Paper books become the thing of the past since it is much convenient to have a bunch of digital books on your
smartphone or tablet. The internet of Things makes the task of students of transforming the text into a digital form
easily. Today modern public schools and universities offer students list of QR codes where each code is referred to
a specific book. A student just needs to scan QR code and get a textbook on his or her device.

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We can also say that the IOT is the nervous system of the schools that play a vital role in creating the smart lesson
plans providing them the best security. Thus the Internet of Things is considered as the state of the art methods of
managing the classrooms and schools as well.
10. Data collection and real time analysis
Not all students attend all lessons regularly and not all of them are excellent students. It is necessary to do a roll call
on each lesson to find out who attends a class and who is absent. Also, teachers need to track of learning
performance of all students, it is not so easy process. But IoT applications in education are changing it. It makes it
possible to use special wristbands with RFID tags that read the information about each user. A teacher can see
promptly how many students attend the class today using his or her tablet/smartphone. Moreover, using such
devices, a teacher can mark the level of performance of each student to understand weak sides of each student.
11 Poster boards into IoT enabled boards
It is indeed very difficult to compare the older era presentation boards with present-day multimedia poster boards.
Internet gear like Glogster has changed this ease and permits us to create digital posters without problems
combining with the photos, audio, video, text, and hyperlinks. This allows us to percentage them electronically with
others and reveals the activity of the scholar without problems. These virtual posters can then be shared with
classmates and instructors through e-mail, surely accessed through the poster’s URL deal with and posted on
elegance blogs.
12 Interactive gaining of knowledge
Getting to know these days is not restrained to the mixture of texts and pictures but beyond that. Most of the
textbooks are paired with net-primarily based websites that consist of extra substances, films, exams, animations
and different substances to support the mastering. This gives a broader outlook to the students to analyze new things
with a better understanding and interplay with instructors and their friends. The instructional professionals are
bringing the actual world troubles inside the study room and permits college students to find their very own
answers.
13 Learning at any time and anywhere
IoT plays an important position in constructing a network through the use of special internet-based systems.
Advanced technology enables the academics to display the development of the scholars. Edmodo is a great way of
trainer-pupil verbal exchange. Edmodo makes possible for the newcomers to advantage information from any
location at any time. IoT allows students and teachers to communicate via extraordinary method, checking
messages and upcoming events at the same time when away from the classroom or even replying to posts. It is by
far a very effective app that provides safe network and complete privacy. It also allows a user to save your specific
thoughts and class undertaking without worrying and assure you full confidentiality.
14 Bye Bye to Chalkboards
Students in recent times make use of a very powerful platform which includes smart boards. It facilitates the
lecturers to provide an explanation for the lectures more without problems with the assist of online displays and
films. Students are an advocate for interactive gaming as an effective platform. Web-based tools and packages help
to educate the scholars more efficaciously that were once paper or chalkboard primarily based. Clever generation
allows instructors and students surf the internet or even edit video and share assignments.
15 Attendance Monitoring System
A robust faculty attendance gadget guarantees the safety of an academic enterprise and may assist colleges and
education facilities in many methods. It allows the academics to input the vital records immediately into the gadget.
This could help the agency to reduce the time it takes to publish attendance facts and allows school officers to send
a piece of email to mother and father. It can additionally help to save the number of instances a pupil has said to the
doctor and hold a test on scholar’s clinical desires and the medicinal drug they will be taking. It additionally offers
the choice to the student to verify their meal for the day.

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 New Horizons in Commerce, IT & Social Sciences
References
1. Sudip Misra, P. Venkata Krishna, Harshit Agarwal, Anshima Gupta, Mohammed S. Obaidat, 2012 An Adaptive Learning
Approach for Fault-Tolerant Routing in Internet of Things. IEEE Wireless Communications and Networking Conference: PHY and
Fundamentals, 815 – 819.
2. Gubbi.J, Buyya R, Marusic.S, Palaniswami .M, 2013 Internet of Things (IoT): A Vision, Architectural Elements, and Future
Directions.Future Generation Computer Systems, 1645-1660.
3. Ning, H. and S. Hu, Technology classification, industry, and education for Future Internet of Things. International Journal of
Communication Systems, 2012. 25(9): p. 1230-1241.
4. Friess, P., Internet of things: converging technologies for smart environments and integrated ecosystems. 2013: River
Publishers.
5. Stankovic, J.A., Research directions for the internet of things. IEEE Internet of Things Journal, 2014. 1(1): p. 3-9.
6. Chen, S., et al., A vision of IoT: Applications, challenges, and opportunities with china perspective. IEEE Internet of Things
journal, 2014. 1(4): p. 349-359.
7. Crawford, K., & Schultz, J. (2014). Big data and due process: Toward a framework to redress predictive privacy harms. Boston
College Law Review, 55(1), 93-128
8. Agarwal, S. and S. Pati, Study of Internet of Things. International Journal for Scientific Research & Development, 2016. 4(05): p. 4.
9. Jin, D., Application of" Internet of Things" in Electronic Commerce. International Journal of Digital Content Technology & its
Applications, 2012. 6(8).
10. Gubbi, J., et al., Internet of Things (IoT): A vision, architectural elements, and future directions. Future Generation Computer
Systems, 2013. 29(7): p. 1645-1660.
11. Sundmaeker, H., Guillemin, P., Friess, P., & Woelfflé, S. (2010). Vision and challenges for realizing the Internet of Things. Cluster
of European Research Projects on the Internet of Things, European Commission, 3(3), 34-36.
12. Vermesan, O., Friess, P., Guillemin, P., Gusmeroli, S., Sundmaeker, H., Bassi, A. & Doody, P. (2011). Internet of things strategic
research roadmap. Internet of Things-Global Technological and Societal Trends, 1(2011), 9-52.
13. Porter, A. and Mark Sherwin, the Digital Campus the Online Future for Higher Education. 2013: p. 38.
14. Tianbo, Z. The internet of things promoting higher education revolution. in Multimedia Information Networking and Security
(MINES), 2012 Fourth International Conference on. 2012. IEEE.
15. Zhiqiang, H. and Z. Junming,The Application of Internet of Things in Education and Its Trend of Development. Modern Distance
Education Research, 2011. 2: p. 019.
16. Aldowah, H., S. Ghazal and B. Muniandy, Issues and Challenges of Using E-Learning in a Yemeni Public University. Indian
Journal of Science and Technology, 2015. 8(32).
17. Ghazal, S., Z. Samsudin, and H. Aldowah, Students’ Perception of Synchronous Courses using Skype-based Video Conferencing.
Indian Journal of Science and Technology, 2015. 8(30).
18. Yan-lin, L.L.-y.Z., The Application of the Internet of Things in Education [J]. Modern Educational Technology, 2010. 2(005).
19. Kiryakova, G., Yordanova, L., & Angelova, N. (2017). Can we make schools and universities smarter with the Internet of Things?
TEM Journal, 6(1), 80-84.

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A COMPARATIVE STUDY OF THE LIFESTYLE, DIETARY HABITS

AND ACTUAL DIETARY INTAKE OF MALE AND FEMALE YOUNG
ADULTS IN CHANDIGARH AND THE IMPACT OF EXAM STRESS ON
THEM
*
Payal
*
Assistant Professor, Dept. of Home science, Master Tara Singh Memorial College for
Women, Ludhiana, Punjab, India

Abstract
A comparative study of the life style, dietary habits and actual dietary intake of male &
female young adults in Chandigarh and the impact of exam stress on them. This study was
conducted on 50 males and 50 females between 18-23 years of age. A questionnaire schedule
was used for collecting the data. Majority of the respondents belonged to middle income
group and were vegetarian. Students developed food cravings & felt increasingly thirst
during exam days. They skip meals & snacked junk food to cope with stress. The nutritional
intake of females was found to be better than males. Intake of females was more or less at
par with the RDA but less in case of males. CHO, Iron, Vita-A & fiber was in great deficit in
diets of all the respondents. Only fat, vita- C & calcium intake was higher than the RDA.
Eating out practices was more common in males as compared to females, which increased
significantly during exam days. Missing meals, snacking in between meals were usual habits
of the respondents of both groups, and this is also increased during examination stress;
Breakfast & lunch were most common meals. Shortage of time & emotional disturbance
were main reasons given for missing meals. Majority of respondents spent their leisure time
in watching T.V & with friends accompanied by snack eating.
Keywords: Diet, Nutrition, Exam Stress Etc.
Introduction
Young adulthood years are one of complex periods in one‟s life time, because this period also includes some years
of late adolescent and therefore they need extra nutrients to support the growth spurt. In case of young adults, the
nutritional requirement for men and women differ primarily due to the difference in their body weights and body
composition and not due to direct influence of the sex. However, in case of particular nutrients like iron, the
requirement of men and women differ due to physiological differences in two sexes.
There exists a strong relationship between food, nutrition, nutrient loss and the mental state of a person. "Stress
disturbs the delicate biochemical balances in the body. For example, anxiety leads to loss of proteins and Vitamin
A, C and K."
It is important to include in your diet whole grain cereals, pulses, legumes, nuts, low fat milk and dairy products,
lean meats, plenty of fresh vegetables and fruits and small quantities of fats and sugar to combat examination stress.
College students tend to eat lot of snacks. They are often fatigued, anxious and under emotional stress and these
factors may have an adverse effect on retention of nutrients. In recent year, some traits are becoming an important
part of the youth‟s dietary pattern .these traits are missing meals, snacking, eating meals away from home, dieting
and eating disorders.
A chocolate bar may have as much as 680 calories, yet contributed little else to nutritive needs of the day, and that‟s
why it is an empty calorie food. Food preferences exist within the mind and they are learned beginning at young
age. Food preferences function as a means of assessing the acceptability of foods. What and when we eat reflect our
eating patterns, in turn reflects the foods refused as well as those accepted. Familiar foods are more readily accepted
than unfamiliar foods, and women are familiar with more foods than men. (Martin,2001)

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Pattern in eating styles have altered. Certain general pattern of food selection characterized the diets of college
students. College men eat better diets than college women in terms of meeting the recommended allowances. There
is seldom a deviation from these patterns according to many studies. (Wilson, Fisher2001).Eating is a sub-conscious
way to deal with stress especially during exam days. Through the act of food intake, the biological and cultural
factors of the external world meet the biological and psychological factors of the external world.
Academic stress is of great concern among college going students. As we live in a test conscious age in which lives
of so many people are influenced by their test performance. The degree of success attained in the educational
system is measured largely by examinations and tests. It has been demonstrated by many studies that students are
under stress during exams. Stress is anxiety or distress caused by any pressure or tension. It is an increasing modern
symptom, associated with social pressures which impose a variety of duties and obligations on the individuals. The
onslaught of stress cannot be predicted with surety but its impact can be reduced by proper training, self regulation,
food and physical activity. A part from the social, economic and psychological aspects, the main concern of the
present study is with the nutritional aspect.
Thus young adulthood or late adolescence period is like a stream of crests and troughs, its ebb & flow. Those who
ride the crest develop a positive way towards life and those who find themselves too sensitive to experience the
effervescence of bubbling adolescence with its joys and sorrows, label this period as the most turbulent period of
life. They just fail to cope with it and hence find it stressful.
“Two men look out of the same bars
one sees the mud, the other sees the star.”
Objectives
Considering the above findings, the present study is undertaken, keeping in mind the following :
1. To compare the eating habits, snacking habits & dietary intake of males & females.
2. To study the impact of examination stress on their dietary habits.
3. To compare the eating habits & snacking habits of males & females during normal days & exam days.
4. To compare the actual dietary intake of subjects during exam days with normal recommended dietary
allowances to asses the significance of difference.
Review of Literature
Confederation of Indian Food Trade and Industry,2005(CIFTI) document shows the growth in the major industries,
which reflects a shift in the eating habits of Indians With the implementation of the World Trade Organization rules,
India had to open itself to foreign investment and multinational companies like Coke and Pepsi, which entered the
market and, being established brand names, managed to get a favorable response. Currently, some of their popular
and best-selling items in the Indian market are breads, biscuits, chocolates, soft drinks and instant noodles.
NIN (1995) reported that intake of calcium, vitamin A, protein and thiamine were adequate in diets of young adult
college girls residing in hostel Engineering College (Kurnoal). However, iron intake was only 23% of RDA and the
intake of riboflavin was 65% of RDA.
World Health Organization stated that dietary habits developed during college time may form the basis for adult
eating habits. As matters stand, the diets of British adults appear to be generating future risk of chronic diseases. In
another study, self described chocolate “addicts” were more depressed and tense than normal women, chocolate
consumption in this group resulted in increased guilt with no improvement in mood(Macdiarmid et. al., 1997).
Methodology
This study was conducted on college going hostler students between the age group of 18-23 years studying in
Chandigarh. A sample comprising of 100 students: - 50 males and 50 females who are hostlers was selected from
various degree colleges. Appropriate Statistical tools used to analyze the responses like simple frequencies,
percentages, arithmetic mean, standard deviation and students „t‟ test of significance.

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Results
1. DISTRIBUTION OF RESPONDENTS ON THE BASIS OF MENTAL AND PHYSICAL SYMPTOMS
EXPERIENCED DURING EXAM DAYS & MEDICATION TO CONTROL SYMPTOMS.
MALES FEMALES
S.NO EXPERIENCE STRESS DUE TO EXAMS N=50 N=50
n (%) n (%)
1 YES 39 (78.00) 40 (80.00)
2 NO 11 (22.00) 10 (20.00)

MALES N=39* FEMALES N=40*

S.NO MENTAL SYMPTOMS EXPERIENCED
n (%) n (%)
1 Get Nightmares 0 - 7 (17.1)
2 Irritability 5 (12.82) 3 (7.5)
3 Feel tense 20 (51.28) 10 (25.00)
4 Sleeplessness 10 (25.65) 20 (50.00)
5 Any other 4 (10.25) 0 -

PHYSICAL SYMPTOM EXPERIENCE DURING EXAM MALES N=39* FEMALES N=40*

S.NO
DAYS n (%) n (%)
1 Stomach ache/Headache 18 (46.15) 20 (50.00)
2 Nervous diahorrea 10 (25.64) 12 (30.00)
3 Constipation 8 (20.51) 8 (20.00)
4 Any other 3 (7.29) 0 -
MALES N=50 FEMALES N=50
S.NO MEDICATION TO CONTROL SYMPTOMS
n (%) n (%)
1 Yes 19 (38.00) 13 (26.00)
2 No 31 (62.00) 37 (74.00)
* 39 responses by males and 40 responses by females were given for experiencing stress during exam days.
Table no. 1 reveals that 80% of females experience stress due to exams as compared to males 78%. More females
(50% out of 40 responses) felt sleepless than males (25.65% out of 39 responses). Majority of males 51.28% feel
tense as compared to 25% females. Irritability is less common in females as compared to males.
The most common physical symptom experienced by both groups (50% out of 40 responses & 46.15% males out of
39 responses) was headache. Nervous diahorrea and constipation were experienced by more number of females than
males. Fever, nausea & other problem were experienced by 3 males out of 39 responses.
This shows that these all physical symptoms could be one reason for sleeplessness during exam days. The distress
due to examination could have accounted for the psychosomatic symptoms experienced by both males and females.
2. DISTRIBUTION ACCORDING TO BMI OF RESPONDENTS.

MALES FEMALES
S.NO BMI (Kg/m2) CATEGORIES N=50 N=50
f (%) f (%)
1 < 18.5 Underweight 6 (12.00) 10 (20.00)
2 18.5-23 Increasing but acceptable risk 31 (62.00) 30 (60.00)
3 23-27.5 Increased risk 13 (26.00) 9 (18.00)
4 >27.5 High risk 0 1 (2.00)

Table no 2 reveals that majority of both groups (males 62% & females 60%) had their BMI in the range of 18.5-23.
But more females 20% were underweight or less than 18.5 BMI as compared to only 12% males.
It has been observed that fat content in diets of college students were significantly higher. But still the %age of
overweight & obese students was not significant. Because, majority of respondents were doing exercise either daily
or once a week and majority f males commute to college by walking which helps them to burn their calories.

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Body Mass Index is commonly used as measure of obesity. This is a measure of the relative body fatness to
evaluate risk factors associated with obesity. BMI values in the study were found to be well within the normal range
for majority of respondents. More males 26% had increased BMI as compared to only 18% females.
3. MEAN ACTUAL DIETARY INTAKE OF DIFFERENT NUTRIENTS BY MALE AND FEMALES AS
COMPARED TO RDA

%age OF
S. ACTUAL MEAN DEVIATION Cal t
NUTRIENTS RDA RDA SD p Value
NO INTAKE FROM RDA Value
MET
Calories (K Cal)
p<.001
1 Males 2425 2286.42 94.29 324.21 -138.58 3.02
significant
Females 1875 1823.23 97.24 226.67 -51.77 1.61 p<.001 NS
Fat (g.)
2 Males 54 58.9 109.07 9.05 4.9 3.78 p>.001 HS
Females 41.6 61.41 147.62 5.508 19.81 25.23 p>.001 HS
Protein (g.)
3 Males 60 55.54 92.57 6.77 -4.46 4.65 p<.001 NS
Females 50 50.43 100.86 5.31 0.43 0.57 p>.001 NS
Carbohydrates
(g.)
p<.001
4 Males 350.27 258.4 73.77166 57.11 -91.87 0.273
significant
p<.001
Females 270.83 236.38 87.27984 62.08 -34.45 0.094
significant
Iron (mg.)
5 Males 28 15.51 55.39 3.1 -12.29 28.48 p<.001 HS
Females 30 12.69 42.30 2.4 -17.31 50.99 p<.001 HS
Calcium (mg.)
6 Males 400 734.98 183.75 122.65 334.98 19.31 p>.001 HS
Females 400 604.96 151.24 113.12 204.96 12.81 p>.001 HS
Vitamin C (mg.)
7 p>.001
Males 40 52.02 130.05 7.28 12.02 11.67
Significant
Females 40 63.6 159.00 9.93 23.6 16.8 p>. 001 HS
Carotene (μg.)
8 Males 2400 1297.85 54.08 533.15 -1102.15 14.61 p< .001 HS
Females 2400 1403.46 58.48 266.69 -996.54 26.42 p< .001 HS
Fiber ( g.)
9 Males 40 8.91 22.28 2.77 -31.09 79.36 p< .001 HS
Females 40 6.51 16.28 2.23 -33.49 106.19 p< .001 HS

RDA Recommended Dietary Allowances HS Highly Significant

SD Standard Deviation NS Non Significant
‘t’ value Calculation with RDA

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FIGURE -1 FIGURE -2
AVERAGE ACTUAL DAILY ENERGY INTAKE AVERAGE ACTUAL DAILY FAT INTAKE (g.) AS
(Kcal) AS COMPARED TO RDA COMPARED TO RDA
70 61.41
58.9
3000 2425
2286.42
54
60
18751823.23 41.6
50
2000
40
AVERAGE AVERAGE
DAILY DAILY FAT 30
1000
ENERGY INTAKE
INTAKE (gms) 20
(Kcal)
0 10
Males Females 0
Males Females
RDA AVERAGE DAILY INTAKE RDA AVERAGE DALIY INTAKE

FIGURE-3 FIGURE-6
AVERAGE ACTUAL DAILY PROTEIN INTAKE (g.) AS AVERAGE ACTUAL DAILY IRON INTAKE (mg) AS
COMPARED
60 TO RDA COMPARED TO RDA
30
28
60 30
55.54

55 20 15.51
12.69
AVERAGE 50 50.43 AVERAGE
DAILY DAILY IRON
50
PROTEIN INTAKE10
INTAKE (mgs)
(gms)

45 0
Males Females Males Females
RDA AVERAGE DAILY INTAKE RDA AVERAGE DAILY INTAKE

Dietary nutrients are consumed by the body to provide energy and structural material needed for regulating growth,
maintenance and repair of the tissues. The intake of all the essential nutrients in the form of a balanced diet brings
health benefits for the present and also for the future. The nutrient intake of both males & females is given in table
no .
ENERGY: - Table no 3 figure- 1 revealed that the calorie intake of both males & females was below the RDA (i.e
they met 94.28% & 97.23% OF RDA) during exam days. On statistical analysis these differences were found to be
significant for males and non significant for females. The daily energy intake of adolescent girls in Haryana was
300-500 Kcal less than RDA (Chandana & Bhatt,1984)
This difference could be due to their faulty diet pattern as they skip main meals on regular basis. Although they
were consuming high calorie snacks but due to skipping main meals in their diet, energy requirement was not
fulfilled. The energy requirement of an individual has been defined as “the level of energy intake from food that
will balance the energy expenditure when the individual has a body size and composition and level of physical
activity consistent with long term good health, and that will allow for maintenance of economically necessary &
socially desirable activity”.
The energy input must be equal to the energy output in order to maintain the energy balance which corresponds to a
steady state of health.
FATS:- The average FAT intake among males & females was 58.9g. & 61.4g. respectively (figure- 2). On
statistical analysis these differences were found to be significantly higher than RDA for both males and females.
It was observed that majority of students consume snacks & fast foods including pizza, burger, pastry, tikki and ice
cream which have cheese topping and cream fillings to add the fat content in the diet. This along with low physical
activity life style makes them more susceptible to obesity and related disorders. Midnight snacking was common in
majority of students in which they prefer to eat pranthas, maggi and potato wafers. During exam days when they

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were stressed, tend to eat more in between meals. So, due to this diet pattern of hostlers fat consumption was high
which leads to serious consequences later in their life.
PROTEINS:- The average protein intake among males & females was 55.54 & 50.43 g. respectively (figure- 3)
which were slightly above in females & lower in males. These differences were insignificant compare to RDA.
Protein intake was more or less equal to their RDA because of consuming enough protein rich foods i.e egg, milk &
milk products, non-veg (these foods have high biological value) in their diet. Difference was not significant but
males were also doing exercises and workouts for body building. Therefore, they required extra protein in their diet
but they were already taking lesser proteins, so we can say that this difference is significant for males.
CARBOHYDRATES:- The average actual daily carbohydrate intake among males and females was 258.4g. &
236.38g. respectively (figure- 4). These values were significantly lower than the RDA.
FIBRE:- In the present study intake of fiber was lower than RDA in case of both males & females. The mean
average daily intake was 8.91g. & 6.51g. for males & females respectively (figure- 5). On statistical analysis these
differences were found to be highly significant for both males and females.
Lowered fiber consumption could be due to consumption of more refined foods in the form of bread, rice, burgers,
pizzas etc. or due to the prevalent summer season during the time of survey when availability of green leafy
vegetables & other fiber rich foods is limited.
The wrong food choices and preference for junk foods are reflected on the nutrient intake of these students.
Although they were eating foods which are high in fats, yet their caloric intake per day was 94% for males & 97%
for females. The fat was found to 163% & 191% for males & females respectively while fiber consumption was
only 8.91 g. & 6.51 g. for males & females respectively.
IRON:- In the present study iron was found to be in great deficit in the diets of the respondents. It did not meet
even 50% requirement in the case of females. The mean intake of iron was 15.51mg & 12.69 mg in males &
females respectively (figure- 6).
Iron is an essential trace mineral which serves many functions in the body. Among all the functions many of them
have direct effect on physical fitness. Iron deficiency is global in its occurrence. It is one of the most wide spread
deficiency among women of reproductive average group.
A highly significant difference between the mean intake and RDA could be due to almost negligible intake of green
leafy vegetables and other iron rich source because of their non availability in summer.
Walker (1998) reported a deficiency of iron in the diets of women. Low density intake of iron also has been
reported by Barber and Bull (1995) in a nation wide survey on men and women in U.K. He also observed that the
average daily iron intake among women was 8.5 mg. Satinderjit (1993,unpublished) studied the iron intake of rural
college girls (16-18yrs) and results revealed that their daily iron intake ranged from ranged from 9-25 mg which
was significantly low when compared to RDA.
The findings of the present study are in agreement with that of NIN (1990) where it has been reported that diets of
young people that diets of young people contain little green leafy vegetables, fruits and iron rich foods.
CALCIUM: - The calcium intake of males and female was much higher than the RDA 734.98 & 604.96
respectively(figure- 7). On statistical analysis these difference were highly significant for both males & females.
High intake of calcium could be attributed to a high consumption of milk and its products like curd, milk shakes, ice
creams etc. Adequate calcium intake has also been reported during Adult Punjabi Women study by Varmeet (1993,
unpublished)
VITAMIN A Carotene: - The intake of Vit. A in the present study was found to be less than the RDA by the
respondents of both groups. The mean average daily intake was 1297.85 mg & 1403.46 mg for males & females
respectively(figure- 8). On statistical analysis these differences were found to be highly significant.
The low intake of Vita A could be attributed to the negligible intake of green leafy vegetables and fruits rich in Vit
A and also due to use of refined oils as a cooking media, which lack in beta-carotene.

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VITAMIN C:- The intake of vitamin C in the present study was found to be higher than the RDA by respondents.
The mean average daily intake was 52.02mg & 63.6mg in males & females respectively(figure- 9). These values
were significant in males but in females these were highly significant when compared to RDA.This high intake of
Vit C may could be attributed to high intake of lemonade and other fruits and fruit juices due to the hot weather
during dietary survey was carried out. This high intake of Vit C may prove beneficial in the better absorption of the
limited iron intake among these respondents.
Rashmi (1997, unpublished) reported that the mean daily dietary intake in hostlers (men & women) with respect to
ascorbic acid was adequate but intake of iron was lower in women.
In the end it can be summarized that dietary intake of females was nutritionally superior as compared to males
because they met higher percentages of RDA„s for calories, fat, proteins, vitamin A, and Vitamin C. It could be due
to the fact that the females were found to be consuming more diet in the form of nick snacks at odd hours in
addition to the routine heavy fill they had during the various meals as compared to males.
4. DISTRIBUTION OF RESPONDENTS ON THE BASIS OF HABIT OF SKIPPING MEALS.
NORMAL DAYS EXAM DAYS
S.NO SKIP MEALS MALES FEMALES MALES FEMALES
N=50 N=50 N=50 N=50
n (%) n (%) n (%) n (%)
1 Yes 36 (72.00) 37 (74.00) 37 (74.00) 45 (90.00)
2 No 14 (28.00) 13 (26.00) 13 (26.00) 5 (10.00)
*36 responses by males and 37 responses by females were skipped meals during normal days.
**37 responses by males and 45 responses by females were skipped meals during exam days.
Table no. 4 showed that more females 74% than males 72% were in habit of skipping meals and same situation was
in exam days that majority of females 90% than males 74% were in habit of skipping meals. This shows that in
normal day as well as in exam days more females skip meals as compared to males. This complete table shows that
more females skip males as compared to males either in normal days or in exam days. Breakfast is the most
common meal skipped by both groups & main reason for skipping meals for females were dieting in normal days
while males skip meals because of don‟t feel like hungry in normal days and shortage of time in exam days.
5. DISTRIBUTION OF RESPONDENTS BASED ON THE MEAL, FREQUENCY AND PLACE OF
EATING OUT.
NORMAL DAYS EXAM DAYS
S.NO FREQUENCY OF EATING OUT MALES N=50 FEMALES N=50 MALES N=50 FEMALES N=50
n (%) n (%) n (%) n (%)
1 Daily 11 (22.00) 3 (6.00) 23 (46.00) 10 (20.00)
2 Alternate days 22 (44.00) 10 (20.00) 18 (36.00) 17 (34.00)
3 Once a week 16 (32.00) 32 (64.00) 9 (18.00) 15 (30.00)
4 Once a month 1 (2.00) 5 (10.00) 0- 4 (8.00)
5 Any other 0 - 0- 0 - 4 (8.00)
MEAL EAT OUT
MALES FEMALES MALES FEMALES
S.NO MEAL EAT OUT
N=56* N=66* N=69* N=50*
1 Breakfast 5 (8.92) 7 (11.66) 15 (21.75) 5 (10.00)
2 Mid day 9 (16.07) 9 (14.99) 1 (1.44) 10 (20.00)
3 Lunch 16 (28.57) 18 (28.98) 29 (42.02) 15 (30.00)
4 Evening Tea 10 (17.85) 9 (14.98) 9 (13.04) 7 (14.00)
5 Dinner 16 (28.59) 17 (28.39) 15 (21.73) 11 (22.00)
6 Any other 0- 0 - 0 - 2 (4.00)
PLACES OF EATING OUT
MALES FEMALES MALES FEMALES
S.NO PLACES OF EATING OUT
N=55* N=78* N=50* N=50*
1 Fast Food joints 18 (32.72) 25 (32.0) 26 (52.00) 23 (46.00)
2 Restaurants 27 (49.00) 34 (43.58) 22 (44.00) 23 (46.00)
3 Friend's place 8 (14.54) 19 (24.35) 2(4.00) 4(8.00)
4 Any other 2 (3.63) 0 - 0 - 0 -
* In these responses there were overlapping of responses because these questions had multiple choices

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Table no 5 reveals that majority of males 44% eat out at least on alternate days as compared to only 20% females in
normal days. Comparatively in exam days majority of males 46% eat out daily while majority of females eat out on
alternate days. And their were only 2% males and 10% females who eat out once a month..
Table also shows that majority of both groups (28.57% males and 28.98% females) ate lunch outside in normal
days. Comparatively in exam days more 42.02% males as compared to only 30% females ate their lunch outside.
28.59% males and 28.30% females said that they ate dinner outside in normal days. Only 4% take another meal
outside i.e. bed time e.g. ice cream & late evening soups etc.
Majority of both groups (49%males and 43.58% females) eat out at Restaurants followed by fast food joints 32.72%
& only a few number of males eat out at friends place in normal days. But 24.35% females eat out at friends place
in normal days while in exam days only 8% eat their. This shows that most of the students like to at restaurants and
fast food joints in exam days.
This shows that males eat out more frequently than females and the frequency of eating out increased during exam
days. Lunch is the most common meal which is eaten outside by both groups.
Conclusion & Recommendations
No single factor appears to be responsible for the development of the dietary pattern and food behavior. The
constellation of factors – peers, cultural, mass media, body image, busy schedule, self concepts & availability of
food help to shape up the food habits. Snacking habit has been found to be an inherent part of the life of young
students. Although the eating pattern indicated that skipping meals was a common practice among both males &
females, snacking in-between meals was also common, probably to make up for the missed meals. Majority of the
respondents skipped meals due to shortage of time and unreasonable emotional outbursts but at the same time they
ate odd hours to fulfill their hunger. Fast food snack items being the most liked.
It was also concluded from the study that females consumed better diet than males. Intake of fats, calcium &
vitamin-C was significantly higher than RDA while iron, fiber & vitamin-A & CHO was lower than RDA in all
respondents. Higher intake of fat can be attributed to greater intake of fat rich fast food items and increased vitamin-
C & calcium could be due to excessive intake of lemonade etc. due to prevalent summer season during the time of
survey. The caloric intake was significantly lower than RDA for males. Study of BMI, height & weight showed that
in average both males & females were neither overweight nor had abdominal obesity and were well within the
normal standard values.
The findings of the study undertaken lead to the following recommendations:
1. The nutritional impact of snacking among college students needs to be assessed carefully. Poor food habits
as midnight snacking during this stage of life, which are aggravated by stress, can result into serious
consequences later.
2. Moderation in eating should be stressed rather than restrictive and irregular eating. Regular meal eating
should also be emphasized.
3. Students in hostel should be provided with balanced diet & better quality food.
4. Snacks and fast food should be used as food items of leisure & should not take over as items of regular
meals.
5. Adult food behavior is notoriously resistant to change. Therefore, students should be carefully tutored to
adopt their nutritional information through regular talks, and informative interactions on nutrition
awareness.
References
1. Al-Attar, A.A. (1981). „Consumption pattern of basic food groups and consequent nutrient intake‟. Studies into food consumption
pattern of university students. Community of Iraq, 35:505.
2. Barber, S.A. Bull, N.L. (1995). Food and nutrient intake by British Women aged 15-25 years, with particular reference to dietary
habits and iron intake. Ecology of foods and nutrition16(2) : 161-169. cited from Nutr. Abst. Rev

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 New Horizons in Commerce, IT & Social Sciences
3. Indian Council Of Medical Reseacrch(1995). Nutrient Requirements and Recommended Dietary Allowances of Indians. A report of
the Experts Groups of the Indian Council of Medical Research, NIN Hydrabad.
4. Martin „Nutrition in Action‟2nd edition Macmillion Publishing. New York: 35-39)
5. Wilson, Fisher, Faqua „Principles of Nutrition‟ 2nd edition 2001 Wiley eastern Pvt. Limited: 337-338
6. Marino, D.D and King, J.C. (2000) Nutritional Concerns During Adolescence. Adolescent Med. 27 : 125 -139.
7. NIN (1995). Annual report of National Institute Of Nutrition. Indian Council of Medical Research Hydrabad India : p. 101.
8. F.A.O/ W.H.O (1996). British Journal of Nutrition (1997); 77. Suppl 1 ; 53-55
9. PGIMER. “Dietetics For You”. The Depatment of Dietetics, Post Graduate Institute of Medical Research and Education.
10. Chandana, V., and C.M. Bhatt (1984). Nutritive value of diets consumed by hostel girls at HAU, Hissar : HAU : Res. 14:415
11. Rashmi, W. (1986). A study on nutritional adequacy off college hostel diet. Unpublished Masters Dissertation. Punjab Agriculture
University, Ludhiana.
12. Satinderjit. (1993). Effect of Iron and Enegy supplementation on physical work capacity among college young women. Ph. D.
Dissertation. Punjab Agriculture University, Ludhiana.
13. Walker, A. (1998) Nutritive content of college meals. Jr of Am. Diet. Assoc., 66 : 146
14. Williams, C.D (1988) Nutrition diseases of children associated with Maize diet. Arch Dis. Child. 3 : 423
15. Macdiarmid , J.I.,Hetherington, M.M (1997): Mood modulation by food. An exploration of affect and cravings in chocolate addicts.
Br. J. Clin. Psychol. 34(1), 129-38.
16. Mohan, J.; Sharma, N.K.(1999) : A study of urban youth problems. Indian Psychological Review. Vol. 28 (I), 1-8.
17. Moller,(1991) : Serotonin and a typical depression, Nota Psykiatr Tidsskr. 45, 363-366.
18. Rozin, P.; Levine, E.; Soless, C.(1991) : Chocolate craving and liking. Appetite 17: 3,199-212.
19. Sabelli, h.c.; Javaid, J.I(1995) : Phenylethylamine modulation of effect. Therapeutic and diagnostic implication. J. Neuropsychiatry
Clin. Neuroscl. 7, 6-14.
20. Schifano, F., Magni, G.MDMA(“Ecastasy”) abuse, (1994) : Psychopathological features and craving for chocolate. A case series.
Biol. Psycol. 36,763-767.
21. Confederation of Indian Food Trade and Industry annual report, 2005.

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 New Horizons in Commerce, IT & Social Sciences

ECONOMIC IMPACT OF THE COVID-19 PANDEMIC IN INDIA: THE

NEW NORMAL
*
Rajesh Kumar
*
Assistant Professor, Dept. of Business Administration, Gobindgarh Public College, Alour,
Khanna, Punjab, India

Abstract
Covid-19 will change the way the world works; simply like the Great Depression, website
bubble, and the 2008 money related crash did previously. The inquiry at the forefront of
everybody's thoughts is, 'Will things return to normal?' Globally coronavirus has produce
an unsteady situation for individuals. This has spread everywhere throughout the world and
called as a pandemic by World Health Organistaion. This is halted huge numbers of
monetary exercises because of infectious sickness and has no relieved till date to battle with
corona. It has delivered monetary effect on globe and India. It might deliver downturn in
numerous piece of the world. In each area in India the majority of the items are imported
from China, particularly in medication and manufacturing industry. The financial effect of
the 2019–20 coronavirus pandemic in India has been gigantically troublesome. World Bank
and credit rating score organizations have downsized India's development for financial year
2021 with the most minimal figures However, the International Monetary Fund projection
for India for the Financial Year 2021-22 of 1.9% GDP development is the most elevated
among G-20 countries. This paper takes a gander at the Economic impact of Coronavirus on
Indian Economy. In the current paper effort has been made to understand the gander at the
part insightful impact on Indian industry and propose ways so India contain the economic
impact of COVID-19.
Keywords: Economic Impacts, Indian Economy and COVID-19
Introduction
Coronavirus flare-up was first announced in Wuhan, China on 31 December, 2019. Prior to perusing in insight
regarding the effect, first, let us concentrate about coronavirus. Coronavirus (CoV) is an enormous group of
infections that causes disease. It ranges from the regular virus to progressively serious ailments like Middle East
Respiratory Syndrome (MERS-CoV) and Severe Acute Respiratory Syndrome (SARS-CoV). The epic coronavirus
is another strain of infection that has not been distinguished in human up until this point. WHO is working
intimately with worldwide specialists, governments, and other wellbeing associations to give exhortation to the
nations about preparatory and preventive measures. PM Narendra Modi on Thursday reviewed the effect of
COVID-19 on the Indian economy and a potential second stimulus to help parts hit hard by the pandemic.
The Indian Economy is required to lose over ₹32,000 crores (US$4.5 billion) consistently during the first 21 days
lockdown which was pronounced after the covid 19. Under complete lockdown not exactly a fourth of India's $2.8
trillion economy is utilitarian. Up to 53% of organizations in the nation will be fundamentally influenced. The
supply chain have been put under worry with the lockdown limitations set up; at first there was an absence of
clearness in smoothing out what is a "fundamental" and what isn't. Those in the informal sectors and day by day
wage bunches are the most in danger. Countless farmers around the nation who develop transient merchandise are
additionally confronting vulnerability. Different organizations, for example, hotels and airlines are cutting pay rates
and laying off employees.
Major companies in India, for example, Tata Motors, Aditya Birla Group, Bharat Forge, Ultratech Cements and
Grasim Industries have incidentally suspended or altogether diminished tasks. Young start-ups have been affected
as assets has fallen while Fast-moving consumer goods in the nation have fundamentally diminished activities and
are concentrating on basics. In any case, on 25 March, one day following a total 21-day lockdown was declared by

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 New Horizons in Commerce, IT & Social Sciences
the Prime Minister, Sensex and Nifty posted their greatest gains in 11 years, including an estimation of ₹4.7 Lakh
Crores (US$66 billion) to financial specialist riches. It said the across the country lockdown reported to contain the
pandemic covid 19 flare-up has affected enterprises and their activities have ground to a halt.
Scope of the study:
With organizations upset because of the lockdown and its gradually expanding influences, income will go under
"overwhelming weight" and may constrain the legislature to look towards extra acquiring as well as a higher
national bank profit to finance its use. As for India, the conversation can be bifurcated into 2 sections – India's
economy, and segment insightful impact on Indian industries. There are three significant channels of effect for
Indian organizations as indicated by the report to be specific linkages, flexibly chain and macroeconomic variables.
The pandemic has introduced new barriers for the Indian workforce and particularly for the day by day wage and
contractual workers.
There is a critical need to make moment moves to contain the spread of the infection, yet additionally to address the
key agony zones of the business which can help in limiting the effect of the episode on the Indian economy and
business.
Objectives of the study:
1. To examination the impact of Coronavirus on Indian Economy.
2. To view the sector-wise impact on Indian industry due to covid-19.
3. To propose ways so India contain the Economic impact of COVID-19.
Research Methodology:
Research methodology is an approach to efficiently take care of the exploration issue. The information for the
present investigation is optional information gathered from the auxiliary sources, for example, Newspapers, sites,
Magazines and Journals.
Findings of the study:
After the analysis, it is revealed that:
1. Impact of coronavirus (COVID-19) on Indian economy:
The Government of India has declared an assortment of measures to handle the circumstance, from nourishment
security and additional assets for social insurance, to division related motivations and duty cut off time expansions.
On 26 March various monetary help measures for the poor were reported totalling over ₹170,000 crores (US$24
billion). On 27 March the RBI likewise declared various estimates which would make accessible ₹374,000 crores
(US$52 billion) to the nation's money related framework. On 29 March the legislature permitted the development of
all basic just as insignificant products during the lockdown. On 3 April the central government discharged more
assets to the states for handling the coronavirus totalling to ₹28,379 crores (US$4.0 billion). The World Bank and
ADB have endorsed backing to India to handle the coronavirus pandemic. The Prime Minister of India broadened
the lockdown till 17 May, 2020. Another arrangement of rules for the adjusted opening of the economy and
unwinding of the lockdown were likewise set up which would produce results from 20 April, 2020.
Indeed, even before COVID-19 struck the world, the worldwide financial yield was on a decrease with some
expecting that a downturn was in the offing. In spite of the genuine monetary pointers, financial markets,
particularly, the equity assets class was challenging the truth and making new lifetime highs with swelling
valuations. The pandemic broke this dream the same number of creating markets smashed saw enormous portfolio
outpourings which brought about extreme deterioration of nearby monetary standards against greenback
subsequently improving the expense of overhauling their dollar-named obligation.

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a) It is evident that when the worldwide economy is on a slowdown mode no rising economy can develop at
its ordinary pace. Besides, the Indian economy was thinking about its own issues and COVID-19
aggravated the issues.
b) India's GDP has been on a steady decrease subsequent to topping out at 7.9 in Q4 of FY 2018 to 4.5 in Q2
of FY 2020. The business was confronting demand issues, because of which business houses were hesitant
to embrace capex plans, joblessness was at its pinnacle and exports which were reliably down for a while.
c) The effect of the easing back economy was enlarged by the pandemic which prompted a constriction of
around 35 percent in March as every topographical limit over the world were shut because of lockdown.
Consequently, going ahead, some individual segments of the economy can endure a big hit.
d) "The Indian economy is probably going to observe a sharp compression of 4.5 percent (de-growth) during
Q4 FY20 and is required to recuperate step by step, to post a GDP growth of only 2 percent in FY21," the
rating organization said.
e) The high impact sectors in terms of risk on account of Covid-19 are aviation, hotels, restaurants, jewellery,
retail, shipping, ports and port services.
f) The medium impact sectors are automobiles, building materials, residential real estates while the low
impact sectors includes education, dairy products, fertilisers, FMCG and healthcare among others.
g) India's financial shortfall may shoot to 6.2% of GDP in FY21: Fitch Solutions: India's monetary shortage
in 2020-21 may shoot up to 6.2 percent of the GDP from 3.5 percent government gauge as an aftermath of
the Covid-19 monetary boost bundle, Fitch Solutions said on Wednesday.
h) Moody's cuts India 2020 GDP estimate to 2.5%; worldwide growth to plunge to - 0.5%: Moody's Investor
Service (Moody's) has cut its monetary growth figure for India to 2.5 percent for calendar year 2020 even
as it anticipates that the growth should skip back to 5.8 percent in 2021 . At the worldwide level, it expects
a GDP growth of negative 0.5 percent in CY20, before ricocheting back in CY21.
i) Implications on the workforce: The outbreak has presented new roadblocks for the Indian workforce and
especially for the daily wage and contractual workers. As the consumption of any product or services goes
down, it leads to an impact on the workforce. In the current scenario, with all the retailers closing down
their services, the jobs of the employees are at a huge risk. CMIE report says India’s urban unemployment
rate soars to 30.9% even as overall rate rises to 23.4%, indicating covid-19’s impact on the economy.
2. Let us have a look at the sector-wise impact on Indian industry:
In terms of trade, China is the world’s largest exporter and second-largest importer. It accounts for 13% of world
exports and 11% of world imports. Up to a huge degree, it will affect the Indian business. In imports, the reliance of
India on China is colossal. Of the main 20 items (at the two-digit of HS Code) that India imports from the world,
China represents a critical share in the majority of them.
India's all out electronic imports represent 45% of China. Around 33% of hardware and very nearly two-fifths of
organic chemicals that India buys from the world originate from China? For car parts and manures China's share in
India's import is over 25%. Around 65 to 70% of dynamic pharmaceutical fixings and around 90% of certain cell
phones originate from China to India. In terms of export, China is India’s 3rd largest export partner and accounts for

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around 5% share. The impact may result in the following sectors namely organic chemicals, plastics, fish products,
cotton, ores, etc.
i. Chemical Industry: Some substance plants have been closed down in China. So there will be limitations
on shipments/ logistics. It was discovered that 20% of the creation has been affected because of the
interruption in crude material flexibly. China is a significant provider of Indigo that is required for denim.
Business in India is probably going to get influenced so individuals making sure about their provisions. In
any case, it is a chance.
ii. Shipping Industry: Coronavirus outbreak has affected the matter of cargo movement service
organizations. According to the sources, every day per vessel has declined by more than 75-80% in dry
mass exchange.
iii. Auto Industry: Its effect on Indian organizations will fluctuate and rely on the degree of the business with
China. China's business no uncertainty is influenced. On the off chance that the shutdown in China
proceeds, at that point it is required to bring about an 8-10% constriction of Indian automobile
manufacturing in 2020.
iv. Pharmaceuticals Industry: Despite being one of the top plans of medication exporters on the planet, the
Pharma business of India depends intensely on import as of mass medications. Due to the coronavirus
flare-up, it will likewise be affected.
v. Textiles Industry: Due to coronavirus episode, a few pieces of clothing/material processing plants in
China have stopped tasks that thusly influencing the exports of fabric, yarn and other crude materials from
India.
vi. Solar Power Sector: Indian engineers may confront some setback of crude materials required in solar
panels/cells and restricted stocks from China.
vii. Electronics Industry: India's electronic industry may confront supply disturbances, production, and
decrease sway on item costs because of overwhelming reliance on gadgets segment gracefully
straightforwardly or in a roundabout way and neighbourhood manufacturing.
viii. IT Industry: The New Year occasions in China has been stretched out due to coronavirus episode that
antagonistically affected the income and development of Indian IT organizations.
ix. Tourism and Aviation: Due to the coronavirus episode, the inflow of sightseers from China and from
other East Asian locales to India will lose that will affect the travel industry part and income.

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An outbreak of COVID-19 affected the entire world and has been felt across ventures. The episode is proclaimed as
a national crisis by the World Health Organization. In India the three significant contributors of GDP specifically
private consumption, Investment and external trade will all get influenced. World and Indian economy are
endeavouring to moderate the health dangers of COVID-19 with the financial risks and fundamental estimates
required will be taken to improve it. The Adversely affected sectors of Indian industry are namely Apparel &
textile, auto sector, Aviation & Tourism, Shipping and Non-Food Retail and Building construction while as Sectors
with a possible uptick are Digital & Internet Economy, FMCG & Retail and pharma sector.
3. How can India contain the economic impact of COVID-19?
Around the globe, life as we probably aware it has changed radically. Worldwide pioneers and a huge number of
residents are confronting an amazing test. The COVID-19 pandemic is undermining human services frameworks,
yet additionally the jobs of residents and the dependability of economies.
 Prioritizing both lives and livelihoods: When to discharge imperatives? The danger of COVID-19 to
lives and jobs will completely resolve just when enough individuals are insusceptible to the illness to
dull transmission, either from an immunization or direct exposure.
 A second factor in contemplating this is the quality of the frameworks set up for recognizing,
overseeing, and forestalling new cases.
 Restarting the local economy: A nuanced approach - With a comprehension of every district's
financial structure, governments can rapidly distinguish places where the economy can be restarted.
To do that well, governments can evaluate both the danger of transmission and the relative monetary
significance of every part.
 Technology and Future of Work: Technology for some business, until today, was viewed as a help
work with it being utilized as a way to get to an end. This is set to change as innovation will currently
turn into the cutting edge necessity in many associations. Its significance will be tantamount to that of
income producing capacities – deals and business improvement.
 Don't be underhanded: Non-condition well-disposed organizations will be glanced downward on as
far as business valuations and spotlight on ESG (environment, social and governance) will be another
path forward. This will likewise drive worker/work profitability and effectiveness.
 Back to nuts and bolts: Businesses will reconsider their methodology of concentrating on deals
without benefit/productivity development. Associations guaranteeing powerful valuations just based
on deals development will no longer discover purchasers – centre around benefit and benefit
development will be the new typical.
 Role of Government: Like its partners over the globe, the Indian government has reported a huge
number of measures to forestall complete breakdown. Be that as it may, it isn't sufficient. What the
administration should do:
i. Loosen its satchel and burn through cash on framework advancement – ‘Revamp India,
Rejuvenate India'.
ii. Public sector financial institutions need to be further capitalized and nudged by the RBI
to lend out low-ticket loans below INR 1 Crore in the form of working capital to ensure
that liquidity comes back into the system
iii. Banking sector should be bumped to give rate cuts initiated by RBI to the borrowers.
iv. Personal tax cuts & tax holidays for 6 – 12 months can be embraced to restore
consumption, which will help spike economic growth.
Conclusion
It has been seen that a few parts of India have been affected by the outbreak of coronavirus in China including
shipping, pharmaceuticals, vehicles, mobiles, gadgets, materials, and so on. Likewise, a supply chain may influence

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a few disturbances partners with ventures and markets. Generally speaking, the impact of coronavirus in the
business is moderate. Accordingly, we can say that because of the present flare-up of coronavirus in China, the
import reliance on China will significantly affect the Indian business. Further, as per the World Bank's evaluation,
India is relied upon to become 1.5 percent to 2.8 percent. What's more, IMF anticipated a GDP growth of 1.9
percent for India in 2020 on the grounds that the worldwide economy is influenced by the COVID pandemic, the
most exceedingly terrible downturn since the Great Depression during the 1930s. Additionally, we can't disregard
that the lockdown and pandemic hit a few areas including MSME, hospitality, civil aviation, agriculture and allied
sector. Because of powerless consumption and customer notion, there can be a deferral in investment which further
include pressure on growth. As indicated by the KPMG report "It is normal that the course of monetary
recuperation in India will be smoother and quicker than that of numerous other propelled nations".
This might be an ideal opportunity to reset. At no other time has the world halted where one can dissect the many
moving pieces – like Tom Cruise in Minority Report. We have the chance to reconsider everything. In the event that
we do things right, we might have the option to fix difficulties that face mankind – ecological harm, imbalance and
so on. All the more critically, we should guarantee something like this never happens again. History says that
mankind has never gained from history. How about we trust that it's a relic of times gone by.
References
1. https://en.wikipedia.org/wiki/Economic_impact_of_the_COVID-19_pandemic_in_India
2. https://www.thehindu.com/opinion/op-ed/how-can-india-contain-the-economic-impact-of-covid-19/article31176015.
3. https://www.moneycontrol.com/news/business/markets/covid-19-impact-bumpy-road-ahead-for-indian-economy-global-financial-
markets-5165951.html
4. https://blog.smallcase.com/the-new-normal-analysis-of-covid-19-on-indian-businesses-sectors-and-the-economy/
5. https://www.researchgate.net/publication/340137009_Impact_of_coronavirus_COVID-19_on_Indian_economy

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EMPLOYEE ENGAGEMENT: A DRIVING FORCE IN IMPROVING

PERFORMANCE
*
Ramneek Kaur
*
Research Scholar, Department of Commerce, Punjabi University, Patiala, Punjab, India

Abstract
Employee engagement has emerged as a critical driver of business success in today’s
competitive marketplace. Therefore, it has become more important than ever for employers
to develop and maintain a highly engaged workforce. This paper focuses on understanding
employee engagement and how engagement affects performance. Additionally, it attempts to
investigate into factors that affect employee engagement. For this purpose an in depth
analysis of the available literature was undertaken. Suggestions for future research have also
been given.
Keywords: Employee Engagement, Organisational Citizenship, Empowerment
Introduction
The concept of employee engagement has naturally evolved from past research on high involvement,
empowerment, job inspiration, organisational commitment and trust. Supervisors have been coping with numerous
difficulties to succeed and put their organisation ahead of the competitors. As technologies continue to evolve, it
poses a threat for managers because organizations require increasing number of workers with increased technical
and professional abilities. These knowledge workers cannot be managed with old styles of management. They
expect work fulfilment, operational autonomy and status from the management. It is a result of these factors that the
supervisors are shifting their attention towards employee side of the organisation.
During uncertain times, organizations must concentrate on mobilising the discretionary effort from engaged
employees. This makes a difference in how organizations are influenced during the financial downturn, how rapidly
they rise up out of it, and how solid they are after the downturn passes. The present research paper attempts to
define employee engagement, to understand the relation between employee engagement and performance and lastly,
to study the factors that affect employee engagement.
Defining Employee Engagement
Much of the academic research on engagement has been inspired by the definition proposed by (Kahn, 1990) who
defined engagement in terms of a psychological state as “the harnessing of organisation members selves to their
work roles; in engagement, people employ and express themselves physically, cognitively, and emotionally during
role performance.” (Perrin, 2003) uses the definition “employees willingness and ability to help their company
succeed, largely by providing discretionary effort on a sustainable basis.” (Robinson, Perryman, & Hayday, 2004)
define employee engagement as “a positive attitude held by the employee towards the organization and its value.”
Thus, engaged employees go above and beyond the responsibilities outlined in their job descriptions, advancing and
breaking new ground to push their organisations ahead, and ready to go the additional mile for their manager.
Employee Engagement and Performance
Why should companies invest in employee engagement? The answer is because employee engagement is
interwoven significantly with important business outcomes. In this part we will see how employee engagement
impacts organizational performance in the light of various research works done. Employees who are engaged with
their job and employer are more productive because they are motivated beyond personal factors. Engaged
employees exhibit a wide range of productive behaviors that enhance synergetic team efforts toward organizational
goals (Bakker & Demerouti, 2008). The reason behind these efforts and performance is the ability of engaged
employees to transfer their feelings throughout the organization (Bakker & Demerouti, 2008). Once workers react
to goals as a group, their productivity increases (Knippenberg, 2000).

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(Harter JK, Schmidt FL, 2002) conducted a meta-analysis encompassing 199 research studies across 152
organisations. They statistically calculated the available data on business/work unit level relationship between
employee engagement and performance outcomes within each study. The results indicated significant differences
between business units ranking in the top and bottom on engagement. A drop of 18% was found in productivity
between the top and bottom performers.
Research (Demerouti & Cropanzano, 2010) also suggest that the presence of high levels of employee engagement
enhances job performance, task performance, organisational citizenship behaviour, productivity, discretionary
effort, affective commitment, continuance commitment, levels of psychological climate, and customer service.
Significant attention has been given to linkage of employee engagement to financial results of organisations.
(Meere, 2005) in a survey conducted by ISR on 360000 employees from 41 companies in the world‟s 10
economically strong countries finds that both operating margin and net profit margins reduced over a three year
period in companies with low engagement, while these measures increased over the specified period in companies
with high levels of engagement.
Analysis of Literature
The following table shows the literature summary in chronological order for 21 research papers.
Authors Objective Data Collection Factors/Variable Studied Results
Mohan., Factors that influence work 30 women - Leadership Communication, job security
(2013) engagement among women employees - Psychological Contract compensation, work culture are
employees of in Trivandrum district selected from 10 - Organisational key drivers for employee
different Citizenship engagement.
government - Communication
departments.

(Simbula & Examine longitudinal relationships Sample of 157 -Mental health Relationships among work
Guglielmi, between work engagement and school teachers -Job satisfaction engagement, wellbeing and
2013) mental-health problems, job contextual performance are best
satisfaction and extra role explained when both causal and
performance reversed causal
relationships are taken into
account.
Rothmann & Investigate the antecedents of Sample Size: 309 - Work role fit Work-role fit and job
Welsh, (2013) employee engagement in the respondents - Communication enrichment showed strongest
context of a developing country. - Resource Availability affect on employee
- Job Enrichment engagement, while rewards, co-
worker and supervisor
relations, resources,
organisational support showed
moderate affect on employee
engagement
Aanza et al., Determine the influence of talent Sample size of - Employees By providing an employee with
(2013) management practices on employee 495 employees psychological a development plan includes
engagement Systematic connection structuring competencies and
sampling used -Development skills that an employee can
Opportunities develop would lead to
-Extensive work training increased work engagement
- Career planning
Breevaart, Examining how self-management is 162 maternity -Working conditions Finding of various studies show
Bakker, & related to employees engagement nurses -Work-role fit that employee engagement is
Demerouti, on a daily basis activities participated -Career advancement positively related to job
(2014) -Salary Structure performance,
improved salaries, weekly
meetings, employee core self-
evaluations.
Bedarkar & Throw light on key drivers of Literature was -Communication Employees are the key assets to
Pandita, employee engagement sourced from - Work life balance any organisation and if they are
(2014) internet searches -Leadership not given the right space and
and time to make a perfect blend of
use of work and fun at workplace then
management the sense of disengagement sets

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 New Horizons in Commerce, IT & Social Sciences
journal databases. in.
Alshammari, To understand and determine the Study reviews -Co-worker Relationship Training & development,
H. (2015) factors enhancing employee various relevant -Rewards & recognition Supervisor‟s support, Team &
engagement research studies. -Working conditions Co-worker Relationship,
- Work-role fit Rewards & Recognition,
-Career advancement working conditions, work role
fit enable engagement
Rashid & To explore the vital factors of Snowball - Profitability By identifying the critical
Harif, (2015) employee engagement and its sampling - Productivity factors affecting organizational
outcomes. technique used. - Business Growth level outcomes, will help the
- Absenteeism top
management of SMEs and the
policymakers to optimize
engagement and to propose
well designed support programs
and strategies for performance
improvement in SMEs.
Imna & To examine the effect of reward and Questionnaires -Career Development The results showed positive
Hassan, compensation on employee containing 30 -Training & Development influence of career
(2015) engagement. items, Likert -Performance Appraisal development on employee
Scale used to -Health and Safety engagement even though career
collect data. development is not a regular
practice among the
organizations.
Haider, Rasli Study examines the human resource Sample size of -Training and Research showed that the
et al, (2015) practices that promote employee 250. Development employees feel that effective
retention and engagement. -Organization Culture HR practices have a direct and
positive relationship with
employee retention
Gupta, Explore factors that affect employee 60 individuals - Implicit Benefits Improvement in the knowledge
Ganguli, & engagement in financial offshore interviewed using - Organisational culture and skills, the level of fairness,
Ponnam, organizations in India. an interview - Organisational policies flexibility in working and
2015) schedule. attitude of the colleagues
enable employee engagement.

Cheallaigh, To determine the key drivers of Participants were - Work Environment Research concludes that there is
(2015) employee engagement. selected at from - Training & positive and significant
different Development correlation among impact of
departments. - Compensation organizational culture on job
- Work – Life Balance satisfaction and engagement.
Chandani,et Identify factors critical for effective Conceptual Study -Career Development Various factors responsible for
al (2016) implementation of employee -Leadership employee engagement
engagement -Clarity of Company identified: individual and job
Values, Policies and characteristics, gender
Practices diversity; ethnic diversity,
-Respectful Treatment strong induction programs
Hong, Hao, et Study the effectiveness of training Non-probability - Empowerment There is significant relationship
al (2016) programs, employee empowerment, sampling used to - Compensation between training, compensation
job appraisal and compensation in collect data from -Performance appraisal and appraisal on University
engaging employees. 278 individuals lecturer‟s retention &
engagement.
(Singh, 2016) To find out key drivers of Secondary Data - Compensation & Pay Findings: Employee
employee engagement was used. - Career opportunities engagement depends on four
- Quality of Leadership major conditions in the
- Communication workplace: Organization
- Work- life balance culture, continuous
reinforcement of people
focused policies, meaningful
matrices and organizational
performance.

Bailey et al, To identify antecedents associated Literature review - Job Design Engagement was found to be
(2017) with engagement. of 214 studies was - Leadership positively associated with
conducted - Organisational and team individual morale, task
factors performance, extra‐role
performance and organizational

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 New Horizons in Commerce, IT & Social Sciences
performance, and the evidence
was most robust in relation to
task performance.
Pandita & Enhance the understanding how Conceptual study - Organisational Empirical review showed that
Ray, (2018) talent management culminates in Commitment for organizations to do a better
employee engagement - Continuous leaning work in retaining employees
- Feedback they should understand the
- Coaching & factors that motivate
Mentoring employees.
Sridevi, Study the factors affecting Sample Size: 82 - Work Environment There is positive relationship
Kulenur, & Employee Engagement in HDFC employees - Image of the between work environment,
Shetty, 2019) bank. Questionnaire Organisation image of the organisation,
method used - Incentives and Pay, supervisor and co-worker
- Supervisor and co- relationship, training and
worker relationship development on employee
- Decision making engagement.
Mercy & Examining various organizational 385 academicians - Organisational Findings suggest that having
Choudhary, factors impacting employee selected using Supportiveness supportive and empowered
(2019) engagement. Non- Purposive - Procedural Justice environment affect employee
sampling. - Perceived Trust engagement.
Questionnaire - Job Characteristics
method applied - Role Efficacy
Rozana Binti Study factors that affect employee 150 employees - Organisational Culture Organisational culture was
Othman, et al engagement among employees in selected using - Leadership found to be most influential
(2019) the construction industry. convenience - Compensation factor towards employee
sampling. engagement.

Discussion of Key Findings

„One size fits all‟ approach to enabling engagement is ineffective as, (Markwick & Robertson-Smith, 2009)
suggests that it is very clear that “an organisation, personal characteristics, job characteristics and employee
experiences all influence engagement levels.” Overall, review of the available literature most frequently highlights
seven key drivers of employee engagement, namely;
Development Opportunities
(Levinson, 2007) that organisational cultures where there is a belief in and practice of employee development
enables employees to engage in the organisation. Moreover, research by (Roffey Park Institute, 2008) suggests that
managers have a critical task to play in promoting clear, shared vision and values, effective communication and
recognition.
Pay, Reward and Working Hours
A survey by CHA asked one thousand employees what single action their employer could take immediately to help
improve engagement during the economic downturn (CHA, 2008 cited (Peacock, 2008). First and foremost, was
found to be pay rise including bonus or incentives, followed by company organised social events, praise, flexible
working hours and reassurance about job security. Additionally, adequate level of employee development by means
of training, skills and learning can eventually lead to making employees more engaged towards their job and the
organisation.
Safe Environment
Feeling able to express and employ oneself without fear of negative consequences to self‐image, status or career is
another key determinant of engagement according to (Kahn, 1990). People personally engage in situations
perceived as safe, trustworthy, predictable and clear in terms of behavioural consequences (Kahn, 1990).
Manager’s Influence
Throughout an individual‟s employment in the organisation, it is the quality of the relationship between a manager
and employee that can be a crucial driver of engagement and satisfaction with the organisation. Kenexa Research
Institute found that managers are critical to engagement, with effective managers having more engaged staff than
ineffective (Kenexa, 2008) cited in (WFC, 2008).

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 New Horizons in Commerce, IT & Social Sciences
Leadership
(Xu & Cooper-Thomas, 2011) state that leadership behaviours have clear association with engagement constructs
such as motivation, job satisfaction, organizational commitment, proactive behaviours and organizational
citizenship behavior. Trust in leader, support from the leader, and creating a blame-free environment are considered
as components of psychological safety, a condition proposed by (Kahn, 1990), which leads to employee
engagement.
Communication
(MacLeod, D. and Clarke, 2009) emphasize employees require clear communication from superiors to relate their
role with leadership vision. Internal communication is an organizational practice, which effectively conveys the
organizational values to all employees and in return obtains their support in reaching organizational goals, as cited
in (Welch, 2009).
Meaningful and purposeful work
A perception that the work undertaken is important, and has a clear purpose and meaning, is an important precursor
for engagement. Employees need to feel proud of the work they and their organisation do, and they need to feel as
though they are making a difference (Bakker, Albrecht, & Leiter, 2011). Having a line of sight between individual
and organisational performance, and an organisation that shows how significant people's jobs are to organisational
goals, might be significant in empowering this.
Conclusions
Engaged employees care about their organization and work to contribute towards its success. After analyzing
various research papers a definition of engaged and retained employee came out that employee engagement is the
time and effort an employee is ready to expend and find ways to add value to the organisation. The studies
concerned with employee engagement reveal that factors like nature of job, communication ease, leadership styles,
and trust level and job autonomy, level of motivation, work involvement, support from organization, performance
appraisal, quality of work life, level of involvement in decision making, opportunity to grow are the strongest
drivers of employee‟s engagement. It is important for HR professionals to apply a mix and match of various
engagement strategies to engage and retain talented workforce for a longer period of time. There is also a need for
longitudinal studies of engagement, to demonstrate a clear link between engagement and organisational
performance, and also to assess long term outcomes and benefits.
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STUDY OF PRIVATISATION IN INDIAN HIGHER EDUCATION: PROS

& CONS
*
Ram Singh, **Rohit Bansal
*
Assistant Professor, School of Business & Management, Quantum University Roorkee India
**
Assistant Professor, Department of Management Studies, Vaish College of Engineering
Rohtak India

Abstract
India has world's third biggest higher instructive framework, by China and United States.
The crucial advanced education is to accomplish get to, fairness, equity, quality,
employability, comprehensiveness and make an information society/economy. The falling
apart organization, inefficient practice, defilement and store inaccessibility prompts separate
of indigenous instructive framework. To handle with the issue of inaccessibility of assets,
rather than setting up new establishments, which require tremendous ventures, need of the
administration is to grow the limit of existing organizations and to open the new instructive
foundations in advanced education in private division as it were. There are three types of
privatization of advanced education establishments Government self financing
organizations, Government supported private self financing foundations and totally private
advanced education foundations. The need to privatize advanced education is clarified right
now. The effect of privatization in advanced education is certain just as negative. The
proposals to take greatest advantages from privatization are likewise talked about.
Keywords: Privatisation, Higher Education, Education Framework.
Introduction
Education has consistently been considered as the main key segment of human turn of events and most noteworthy
freeing power that contributes altogether to financial turn of events. A very much created and impartial arrangement
of advanced education that advances quality learning as outcome of both instructing and research is turn for
accomplishment in the developing information economy. The created world saw a lot before the way that people
with advanced education have an edge over their partners. They are the ones who consistently accepted that any
measure of interest in advanced education was legitimate. In this way, it is significant for creating nations like India
to give due significance to both the quantitative and subjective development of advanced education, yet the
advanced education framework in India we acquired had been planned by a British government to suit their
prerequisites from that point forward no orderly endeavors have been made to upgrade and reorient the advanced
education framework to meet the colossal errand of monetary recovery, social change and political union. It isn't
that no one idea about altering advanced education; various board reports, commission archives and national
strategies have made numerous significant proposals; however the advanced education framework stays unaltered,
practically unaffected.
India's advanced education framework is the world's third biggest as far as understudies, by China and the United
States. In contrast to China, be that as it may, India has the benefit of English being the essential language of
advanced education and research. India instructs around 11 percent of its childhood in advanced education when
contrasted with 20 percent in China. The principle overseeing body at the tertiary level is the University Grants
Commission (India), which upholds its norms, exhorts the administration, and helps facilitate between the middle
and the state. Colleges and its constituent universities are the primary organizations of advanced education in India.
Starting at 2011, India has 43 focal colleges, 130 considered colleges, 275 state colleges, 90 private colleges, 93
organizations of national significance and around 33,000 schools. A large portion of these colleges in India have
affiliating universities where college classes are being instructed (Gautam, Parihar and Khare, 2015). Much after
noteworthy extension in the post autonomous period, access to advanced education in India keeps on being poor

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and all the more so for the hindered gatherings. The strategic advanced education is to accomplish get to,
uniformity, equity, quality, employability, comprehensiveness and make an information society/economy. Be that
as it may, the general situation of advanced education in India doesn't coordinate with the worldwide Quality
gauges. Consequently, there is sufficient avocation for an expanded appraisal of the Quality of the nation's
instructive foundations. In spite of the fact that India has a long legacy of value advanced education framework it
has neglected to take care of the issues of advanced education until ongoing past. The disintegrating organization,
ineffective practice, debasement and store inaccessibility prompts separate of indigenous instructive framework. To
handle with the issue of inaccessibility of assets, rather than setting up new establishments, which require gigantic
speculations, need of the administration is to grow the limit of existing foundations. This additionally gathers new
instruction foundations in advanced education would just be opened in private division. None can prevent the
significance from claiming private division particularly in tertiary training given the greatness of challenge. Yet,
government resigning its duty regarding this essential area is full of grave ramifications.
Objectives & Research Methodology
The section examines about the positive and negative perspectives on privatization in Indian advanced education
and for conferring quality instruction and preparing and molding of the educational program as indicated by
worldwide, national and neighborhood needs and to satisfy the requirement for talented labor and to satisfy the need
of the nation in progression, privatization, and globalization. Informations and information utilized right now been
obtained from optional sources.
Privatization in Higher Education
Advanced education in India has extended quickly in the course of recent decades. This development has been
mostly determined by private division activities. There are authentic worries about a large number of them being
inadequate and exploitative. Because of the administration's inner conflict on the job of private part in advanced
education, the development has been confused and spontaneous. The administrative framework has neglected to
keep up norms or check abuse. The private organizations of present are persuaded by benefit. The enormous
developments of these foundations (which cause immense benefits) to speak to commercialization of instruction.
These organizations don't spare a moment to concede understudies with poor scholarly qualifications. The
commitments of private segment to explore and propelled level training are likewise seen as constrained. (Tilak,
2005). It is properly watched, "advanced education is extremely costly to be made secretly beneficial except if it is
saved for the rich or is of exceptionally low quality" (Patel, 2003). Patterns show that of the different types of
establishments of advanced education that exists, the number upheld by open financing have stagnated by
development (like the focal and state colleges, helped schools, and so on.) and rather the numbers with private
subsidizing have seen a quickly rising development (like the private colleges, esteemed colleges, independent
universities, and so forth.) (Agarwal, 2006). Inside a little span of five years from 2001–2006 the independent
private advanced education represented 63 percent (from 43 percent in 2001) of the all out advanced education
establishments and 52 percent (from 33% in 2001) of the complete advanced education enrolments (FICCI, 2011).
Since 2005–2011, the State Private Universities have seen a fifteen-overlay ascend in the quantity of organizations
from 6 to 94. Of the 130 Deemed Universities, 73 are in the private division. Around 1 percent of universities have
been allowed a self-sufficient status (FICCI, 2011). Calm clearly the vast majority of this development of private
advanced education has occurred in the more attractive expert courses like building, medication, the executives, PC
applications, and so forth going between 50 percent to 95 percent of the private organizations. (Joshi and Ahir,
2013) There is various private preparing foundations in our nation in which understudies get enlisted after
graduation or post graduation. In the wake of passing out B. Ed/M. Ed, they are qualified for landing positions.
Right now, private preparing schools of nursing, drug store, instruction, designing, the executives, clinical and law
give understudies a best approach ahead in their lives and show signs of improvement life. To the quantity of
understudies in the private specialized schools, various understudies get the confirmation or degrees in their
individual stream like Diploma Electrical/Mechanical/Computer Science and Engineering. It is controlled by
AICTE. India with 1200 rough designing Institution, 2 Lac instructors has a colossal potential to become worldwide
differentiation for specialized training especially for understudies from creating country (Abrol, 2016). Not
surprisingly, production of the yearly Education World India Private Higher Education Rankings 2019-20 overview
to rank the nation's Top 100 private colleges, building establishments and expressions, science and trade
universities as additionally the Top 100 private business the board schools has agreed with arrival of the National

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 New Horizons in Commerce, IT & Social Sciences
Institutional Ranking Framework (NIRF) 2019 of the Union human asset advancement (HRD) service. NIRF
likewise positions the nation's top colleges, designing organizations, universities and B-schools in addition to
proficient instruction foundations (law, drug store, engineering, medication) entomb se in isolated group tables. The
current year's NIRF Report 2019 was discharged to the general population by President on April 8. Be that as it
may, in spite of the fact that the yearly EW India Private Higher Education Rankings (EWIPHER) are pre-empted
by the HRD service's 'official' positioning each year, it's appropriate to hold up under at the top of the priority list
that there are noteworthy contrasts of direction and foundation appraisal techniques between the legislature
distributed NIRF and the yearly institutional evaluations study led by Education World. Basically, EWIPHER is an
across the country field overview, while NIRF is a work area work.
Besides while the NIRF Rankings are available to all advanced education establishments, 'support' is willful.
Advanced education establishments burning of being remembered for the NIRF Rankings are obliged to download a
recommended data structure from the HRD service's site and fill in totally mentioned points of interest. Then again,
institutional 'interest' in the yearly EWIPHER isn't discretionary. Undoubtedly it's necessary, see that all adequately
notable foundations are assessed via painstakingly chose test respondents including institute personnel, industry
delegates and regularly last year understudies, regardless of whether they (organizations) like it or not. This is on
the grounds that we are not needy upon organizations submitting information or proof on the side of their
accomplishments under any parameters of training greatness. As opposed to depend upon information presented by
assessee organizations which might be expanded, we want to depend upon recognition scores granted under 10-12
parameters of advanced education greatness by workforce, industry reps and understudies with understanding and
information on assessee establishments. What's more, as certain perusers might know, Education World (estb.1999)
spearheaded the idea of specialists assessing and positioning training foundations from preschools to essential
secondaries, and since 2013 establishments of advanced education, in spite of the fact that for reasons specified
later, in our yearly advanced education overview our transmit is to assess private organizations of instruction.
Additionally since the NIRF Rankings are authorized by the Union HRD service and the information put together
by partaking advanced education foundations is surveyed and assessed by NAAC (National Assessment and
Accreditation Council), likewise a Central government-supported board built up to evaluate and grade 'taking part'
colleges, universities and expert instruction organizations, there is an ex facie inclination inside chamber authorities
to grant high rankings to Central advanced education establishments. For example in the NIRF 2019, the Top 13
advanced education organizations including about six IITs, JNU, BHU in the Overall classification are Central
government establishments, trailed by two state government colleges (Jadhavpur, Kolkata and Anna, Tamil Nadu).
Shockingly, the Coimbatore-based Amrita Viswa Vidyapeetham University advanced by lady master and
soothsayer Mata Amritanandamayi Devi is positioned 8. The Manipal Academy of Higher Education (once Manipal
University), positioned India's 1 private college for as far back as three years in the yearly EW India Private Higher
Education Rankings, is positioned a humble 15 in the NIRF Overall group table and 9 in the Universities class.
Clearly neither the parentage, self-submitted information procedure nor NAAC's appraisal and assessment process,
rouse adequate certainty inside the foundation and especially inside private foundations of advanced education
which, it is appropriate to note, dwarf government organizations and furthermore have a higher rate (67) of the 34.6
million youth tried out the nation's 799 colleges and 39,071 universities.
For example, the broadly respected secretly advanced Ashoka and O.P. Jindal colleges, both situated in Sonipat,
Haryana and positioned among the Top 10 in EWIPHER 2019-20, are unranked in NIRF 2019. Friendship
University, Noida which has built up grounds in Dubai, the UK and US, is positioned a humble 58 and the
magnificently prepared and all around benchmarked Shiv Nadar University, Gautam Buddha Nagar (UP) is
positioned 52. In the Engineering classification of NIRF 2019, the Birla Institute of Technology and Science
(BITS), Pilani (Rajasthan), normally recognized to be on a standard with the best IITs, is positioned 25. The NIRF
rankings technique depends on self-presentations and I question if the announcements are evaluated with adequate
meticulousness, if by any stretch of the imagination. In addition since the evaluation and rankings are led by
government authorities, there is a recognizable predisposition for government-claimed and oversaw organizations.
This clarifies why profoundly regarded establishments, for example, Ashoka and Jindal colleges have not taken an
interest in NIRF reviews. Then again the yearly Education World India Private Higher Education Rankings depend
on the attempted and tried system followed by the notable organizations Times Higher Education and Quacquarelli
Symonds which distribute the yearly World University Rankings. Also, under the exploration parameter, we have
positioned foundations as indicated by the Elsevier Scopus Index which assesses the examination abilities of

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advanced education establishments based on inquire about papers distributed by workforce in refereed An
evaluation diaries. I am very certain the EWIPHER 2019-20 rankings technique can withstand the most thorough
scholastic examination," says Premchand Palety, advertiser CEO of the Delhi-based Center for Forecasting and
Research Pvt. Ltd (C fore estb.2000), one of the nation's most regarded statistical surveying and assessments of
public sentiment organizations whose customer list incorporates Nestle, Hindustan Times and the Congress party.
For the Education World India Private Higher Education Rankings in which we have appraised and positioned the
nation's Top 100 private colleges, Top 100 private designing establishments and Top 100 private expressions,
science and trade universities as additionally Top 100 private B-schools, C fore delegates met a total 9,914 national
example respondents including educationists, bad habit chancellors, institutional chiefs, workforce and last year
understudies and mentioned them to rate each advanced education organization shortlisted by your editors in four
classifications on 10-12 parameters of instruction greatness, for example, skill of staff, administration, framework,
internationalism, educational plan and teaching method, industry interface and arrangements and so forth on sizes of
100-500 (with some significant parameters research, situations and foundation concurred higher weightage). The
score granted by respondents under every parameter was totaled to rank establishments in each classification
entomb se. In contrast to the NIRF Rankings, the EWIPHER study doesn't include an Overall classification on the
thinking that it's nonsensical to contrast apples and oranges, albeit some designing foundations which have been
presented college status are positioned in the colleges and building association tables. As expressed initio, your
editors exceptionally esteem the commitment of private colleges and advanced education organizations everything
being equal and sizes advanced and built up by edupreneurs with generous venture of time, cash and assets in a
social situation which is antagonistic to private activities in training. Despite the fact that it's elegant for socialists
and stylish individual voyagers including judges of the Supreme Court to junk private schooling organizations, we
don't share this supposition which is basically determined by jealousy of daring people and establishment
manufacturers, as opposed to incredible ideological standards.
Positive Views
There are number of positive aspects of privatisation of higher education:
[1] There is developing interest for better quality advanced education. At present this is being satisfied uniquely by
private foundations/colleges. Privatization at present gives off an impression of being the best way to retain the
expanding number of understudies into advanced education.
[2] There is established commitment to give free and necessary essential instruction. The administration has
likewise expanded the interest in essential training. Anyway the interest in advanced education has endured. So
as to meet the developing needs of the understudies for advanced education, it is a critical that private division
assumes a significant job.
[3] There is little government mediation in private organizations. As indicated by Supreme Court, independent
expert establishments are self-ruling in their organization and choices (Bajaj, 2012). Anyway private
establishments need to follow essential rules informed by managing confirmation, assessments, enrollment of
staff and so on.
[4] Private segment in advanced education has begun numerous new private organizations in advanced education.
This quick development of organizations assisted with giving work to educating and non-instructing staff.
Negative Views
The following are some of the drawbacks of privatisation of higher education in India:
[1] With the starting job of private segment in advanced education, there has been gigantic development in the
quantity of private expert universities. This fast development has no uncertainty prompted a quantitative
increment in the quantity of schools giving advanced education however influenced the nature of instruction on
one side and government may not keep adequate authority over these independent universities on the opposite
side.
[2] Due to privatization, there is the high danger of commercialization of instruction. Albeit a serious climate
would be made, a few universities would focus on benefit making as opposed to on improving the standard of
instruction.
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[3] The casualties of commercialization are educators, understudies and guardians. Instructors working in these
private establishments are found as being come up short on. Some are ended toward the finish of the meeting.
There is constantly vulnerability in their profession. Numerous private schools choose low maintenance and
ineffectively qualified instructors with the goal that they don't need to pay a lot. These educators are not really
presented to any in-administration preparing, direction courses and research exercises.
[4] If the private establishments are given an excessive amount of autonomy because of privatization, they would
make monopolistic circumstance in advanced education. This would prompt numerous issues, for example,
high charge structure, capitation expense, abuse of instructors, and so forth. As of late there was climb in
charges in privatized universities which was a significant commotion and the Government needed to surrender
to the weight.
[5] With privatization outside Institutions have been permitted to go into the type of establishment in our nation.
These Foreign Universities/Institutions might be perceived in their own nations because of which there is no
control or limitation on the standard of their advanced education.
[6] Most Private universities in spite of the fact that holding fast to standard confirmation techniques like leading
passageway tests, interviews, and so on will in general concede understudies by charging unnecessary
expenses. Legitimacy constantly assumes a lower priority and those can go through more cash regularly will in
general get conceded, without fulfilling the confirmation necessities.
Conclusion
The passage of private area in instruction, particularly advanced education isn't new to India. Since financial
changes the pattern towards privatization has been for an enormous scope. The section of private endeavor would
diminish the weight of state in giving advanced education to its hopeful youth participants into advanced education.
Administrative administration ought to be set up by government to control the private division in instruction. The
state cannot pardon itself from the commitment of giving instruction to its residents particularly when most of
whom can't manage the cost of training in private expert organizations. To guarantee access to advanced education
by more vulnerable areas of society, government needs to build open consumption on advanced education. In spite
of the fact that there are numerous downsides of privatization of advanced education, it is important to extend the
present instructive framework. Overall, an improvement in the models of instruction could be accomplished through
a decent connection among open and private part.
References
1. Tilak, Jandhyala BG (2005). Private Higher Education: Philanthropy to Profits’ in Higher Education in World 2006: The Financing of
Universities, GUNI Series on the Social Commitment of Universities, Palgrave, New York and GUNI.
2. Ahmed, J. U. (2016). Massification to marketization of higher education: Private university education in Bangladesh. Higher
Education for the Future, 3(1), 76-92. doi:10.1177/2347631115610222 retrieved from
http://journals.sagepub.com.ezproxy.viu.ca/doi/abs/10.1177/2347631115610222
3. Anrig, G. (2015). Improving Schools: What works. Volume 72, number 5, 30-35 retrieved from
http://www.ascd.org/publications/educational-leadership/feb15/vol72/num05/How-We-Know-Collaboration-Works.aspx.
4. Bhatia, N. (2012). Education – Problem or Solution. Nitinbhatia.in retrieved from https://www.nitinbhatia.in/views/education-
problem-or-solution/
5. Borgohain, Swapnali. (2016). Commercialization of Education system: A critical analysis. International Research Journal of
Interdisciplinary & Multidisciplinary Studies (IRJIMS). Volume-I, Issue-XII, 71-76.

6. Chandwani, V. & Bhome, S. (2013). A study of impact of commercialization of education in India. Episteme, 1(5), 27-32. Retrieved
from http://www.bharatcollege.in/PDFs/a-study-of-impact-of-commercialization-of-education-in-india.pdf

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 New Horizons in Commerce, IT & Social Sciences

ASEAN A COHESIVE ENTITY: A STUDY ON THE CHALLENGES AND

OPPORTUNITIES FOR ITS EXISTENCE
*
Ahmad Nazzan Bin Abdullah, **S. Jeevasuthan
*
Senior Training Consultant, Aizat Training Service, Pulau Pinang, Malaysia
**
Senior Academic, Department of Sociology, University of Jaffna, Sri Lanka

Abstract
ASEAN was formed in 1967, principally to help South East Asian nations to collectively
safeguard themselves against the spread of communist ideology, which was spreading
throughout Asia. They wanted to cooperate economically so as to become a viable defense
against communism, which was spreading from the North in China and spreading to the
South. This regional grouping has come a long way as a success story. However, in spite of its
success, it faces many challenges to remain viable and relevant. As such this study is to
review some of the challenges faced by ASEAN. The findings of this study show ASEAN
having succeded as a trading block but with many weaknesses and challenges. Political and
social challenges need to be overcome, otherwise it may fail as a cohesive entity as envisioned
by its founding fathers.
Key words: ASEAN, communism, trans-border activities, sociopolitical, South East Asia.
Introduction
ASEAN, is made up ten member states, whose population is varied in terms of language, culture and religion. With
a population of more than 600 million, it is a potpourri of different races, ethnicities, cultures, religions and cultures.
Kishore Mahbubani, the eminent scholar and former Singaporean diplomat to the United Nations calls ASEAN, a
miracle (Mahbubani & Sng, 2017). It is a mosaic of different ethnic composition, reflecting its position as the
crossroad of cultures sandwiched between two great civilizations, namely India and China. Recognized universally
as a vibrant regional organization and an important world actor, it does face many challenges as part of the process
of globalization.
Since its birth in 1967, it has come a long way as a regional grouping. During this period, it has undergone many
challenges, which helped to shape and mould its status as a prominent regional grouping in this part of the world.
There have been border skirmishes between member states such as between Thailand and Cambodia, straining of
the relationship between Malaysia and the Philippines due to the issue of Sabah, the annual Haze from Indonesia,
the financial crisis of 1997, the Rohingya Crisis of Myanmar, China‟s claim of several islands in the South
ChinaSea and Pandemics such as SARS, H1N1 and the impact of the Corona Virus.. However, this regional
grouping has overcome and withstood many such challenges, in spite of the fact that new challenges seem to appear
every now and then. As such, this study intends to examine the challenges faced by ASEAN and its impact on this
regional grouping.
Background to the Study
There was euphoria and jubilation in South East Asia, where almost all the countries had experienced the
humiliation under colonial rule. There was uncertainty and fear. The Cultural revolution in China was creating
ripples throughout Asia, with its slogan, „ the East is Red. ‟The Vietminh and the Vietcong were making inroads
through the Ho Chi Minh Trail. The United States was trying to counter Soviet influence by sending its B52
bombers from Guam, only adding misery to the farmers, caught between two ideologies and military giants.
The foundation laid by these eminent leaders of Asia, was to pave the way for ASEAN to grow in strength, to
achieve the respectable status in the international arena. The path to prosperity has not been smooth either. Together
they have trodden the path of economic, political, military and social ups and downs, only to emerge stronger and
resilient, giving credence to the founding fathers dreams and visions. Over the years, ASEAN has been able to

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accommodate, a variety of leadership styles such as military autocrats, charismatic civilians, bland technocrats, near
absolute monarch and even an ordinary housewife. Mahathir Mohammad, the charismatic leader of Malaysia had
stated that all important projects start as dreams in the minds of men of vision. We may or may not see our dreams
materialize, but it should not be deterred by the magnitude or the problems (bin Mohamad & Makaruddin, 2004).
With giving a detailed background to ASEAN, this study aims at investigating on various domains of challenges
faced by this collective regional entity such as socioeconomic and polictical challenges and the role of members
states in encountering them.
Historical Perspective on the Origination of ASEAN
Provocatively, there is still debate today, as to the factors that propelled the idea and factors for the formation of
ASEAN. Many economists, academicians and politicians alike, assert that it was the economic factor that
dominated the need for closer cooperation and a regional grouping in South East Asia (Siddique & Kumar, 2003).
On the other hand, there are eminent scholars, such as Severino (2006), who stressed that it was the political
spectrum at that time, that provoked the leaders of the young nations to cling together to form a bulwark against
haegemonism both from the west and east. The cold war was at its peak, with the United States and the Soviet
Union, carving out niches and their spheres of influence. The communist ideology of Karl Marx and Lenin had
spread far and wide, from the original Bolshevik Revolution in Russia to the shores of South East Asia. The two
superpowers were engaged in proxy wars, while newly independent nations became pawns in the game of military
expansions (Gaddis, 2006).
Furthermore, South East Asian economies were essentially based on agriculture, the price of primary products
inadvertently dictated by supply and demand, which hypothetically was also determined by industrialized nations.
The Asian economies depended heavily on the western capitalist economies, which could influence prices of
primary commodities at their whims and fancies, depending on the political scenarios at that time. In addition, the
rural agricultural economies were ideal breeding grounds for communist ideology which stated that the working
class, or proletariat, were being exploited, manipulated and marginalized by the wealthy bourgeois of the upper
class (Kennedy, 1957). Caught between the devil and the deep sea, the peasants became vulnerable to communist
propaganda. Famously, it is stated in a famed adage that Communism is the child of poverty.
Under these prevailing circumstances, the nations of South East Asia were compelled to come together, to pool their
energies and resources, so as to form a regional grouping to safeguard their interests and ensure a stable future.
They had seen how former warring nations of Europe had got together, pooled their resources and reap the fruits of
a regional grouping known as the European Economic Community (Staab, 2013). Today, ASEAN‟s stability is
largely due to the many challenges that it has overcome over the years, with many more new challenges that lie
ahead as ASEAN treads into new and unchartered waters. Amongst them was the Asian Financial Crisis of 1997.
The Asian Financial Crisis and Its Impact on the ASEAN Economy
The Asian financial crisis can be considered as one of the greatest challenges faced by ASEAN. It struck at the core
and very fabric of ASEAN, its economic lifeline (Wanandi, 2003). Dubbed as the young Tigers, little dragons and
also as the newly emerging economies of Asia, the rise was like a fairy tale, a dream, waiting to end in disaster. The
Asian financial crisis that began in Thailand saw the Thai currency (Baht) losing as much as fifteen to eighty
percent of its value (Pitsuwan, 2001), while other member nations witnessed economic disaster, wrecking havoc on
their stock markets, their exports, the banking system, the financial institutions, to the very survival of individual
economies. One of the founding members of ASEAN, Indonesia had to borrow from the International Monetary
Fund (IMF), which imposed severe conditions and instructed enactment of reforms that affected adversely every
citizen of the country. This led to dissatisfaction among the citizens and leading to upheaval and demonstrations
that finally culminated in the downfall of President Suharto.
The saga of the Asian tigers became a myth when the economic bubble burst (Baig, 1999). This has been by far the
greatest challenge faced by ASEAN since its inception in 1967. Unlike the European Union Central Bank, ASEAN
did not possess this institution to come to its aid in time of need. There was no structured mechanism or even a
crisis management team to overcome the financial debacle. Adolpho Soverino, who became Secretary General of
ASEAN during this period, relates how ASEAN governments had liberalized the domestic financial system and
opened the capital accounts without putting the necessary regulatory mechanisms in place before hand.

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The havoc created by currency speculators, hedge fund managers and stock market manipulators, clearly exposed
weakness of ASEAN. According to the then Prime Minister of Malaysia, Tun Mahathir Mohammad, the Bursa
Kuala Lumpur was wiped out of billions within a period of two weeks. There was a scramble to find solutions and
plug the loopholes, exploited by international financial traders such as George Soros. The ASEAN economic
miracle lay in shambles (Hunter, Kaufman, & Krueger, 2012).
It took several years and sheer determination for the economies to be rehabilitated., sadly with financial aid from
the International Monetary Fund and World Bank (Sidique & Kumar, 2003). Malaysia under Prime Minister
Mahathir Mohammed opted to go it alone, steering the ailing economy out of the woods, without begging for mercy
and financial aid from outsiders. His vision of achieving developed status for Malaysia and ASEAN, by 2020 was
proof of his commitment to ASEAN, when he proudly declared, ' I am a Malaysian nationalist. For this I offer no
apologies. I am also an ASEANist.'
Twenty years on, has ASEAN drawn up a mechanism to stop or prevent a recurrence of another financial crisis?
There is nothing in the horizon to indicate positive actions undertaken. A popular remark is that ASEAN is more of
a talk shop rather than an economic congregation. Malaysia came out of the crisis battered but survived to see the
light of the day due to Mahathir‟s bold and pragmatic approaches to counter external pressure against the Ringgit.
However, today the member countries face the same gloom. Malaysia‟s economic growth is struggling at 4%. The
drop in the price of oil has affected oil producing ASEAN members such as Brunei, Indonesia and Malaysia. The
price of a barrel of oil has dropped to about 40 USD. The Ringgit has depreciated vis a vis the US currency. This
has affected the price of essential goods, many of which are imported from abroad. Countries are now introducing
Government sales taxes to shore up the weakened economies. Even a rich nation such as Singapore is struggling to
maintain its competitiveness, as it is surrounded by member countries of ASEAN with weak economies. The
challenge here is to formulate and implement economic policies that can get ASEAN out of this dilema that has
lingered on for 20 years (Navaratnam, 2017).
The above description is what had happened in the late 1990s. However this scenario is going to be repeated as a
result of the COVID-19 Pandemic. Originating in China towards the end of 2019, it has swept across continents,
bringing about misery and death. At the time of writing, according to the World Health Organization, worlwide, the
number of deaths has surpassed 200,000. Besides its pandemic effect, the impact on the economies of ASEAN
countries is going to be devastating. The Airline industry, shipping, tourism, manufacturing and agricultural output
will be so badly affected that a global slowdown is forcast by the World Bank. Oil prices have plumetted drastically
affecting ASEAN countries such as Brunei, Indonesia and Malaysia.It is also predicted by the World Bank that
economic growth and GDP of ASEAN countries will be in the minus range. Surprisingly, once again, ASEAN does
not have a common strategy to counter this Corono Virus Pandemic as a unified block. Each nation is handling it on
its own. It appears ASEAN did not learn from the Financial Crisis of 1997. Another cahllenge, another milestone,
Economic Challenges Ahead
According to Imada, Montes, and Naya (1991), ASEAN is one of the worlds few regional groupings, that is
characterized by vast disparities in the economies of its member states, in terms of size, structure, orientation,
resource base and stages of development. For instance Singapore‟s economy is the most developed, vibrant and
progressive, while Laos lags far behind when compared to others. Myanmar‟s closed economy is in contrast to
Malaysia and Indonesian open economy, which rely on vast foreign investments to stimulate their economies.
ASEAN economies need to be at least on par with each other, to be considered as cohesive to withstand the
challenges of globalization (Aalbers, 2009). Of course, avenues such as ASEAN Regional Forun, ASEAN+3,
ASEAN+EU and so on, are avenues to expand and consolidate trade with the rest of the world. The benefits should
at least be distributed equally, for failure to do so, would witness a similar financial crisis witnessed by the
European Union recently.
In addition, the debt crisis that swept Europe was also a lesson to ASEAN. The EU had to bail out the Greek
economy by pumping in billions. Many of the leading banks were adversely affected, unemployment rose, and there
were riots in the streets of Athens. The very survival of the European Union was shaken. In fact, there were calls to
disband the EU or expel weaker economies such as Greece. Former French President Sarkozy, had admitted that it
was a mistake to admit Greece into the Eurozone as it was not ready. The contagion effect also affected Italy, Spain

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and Portugal. The challenge for ASEAN is to avoid such a debacle as it is also a regional grouping with similar
characteristics (Mitsopoulos & Pelagidis, 2011).
ASEAN leaders gathering for their annual meetings had often warned against complacency and not to go the way of
the European Union. The idea of a single currency market for ASEAN should be reviewed again. ASEAN should
take cue from what happened to the European Union. A common market for ASEAN should not contain the
weaknesses present in the EU. The idea of a single currency for ASEAN needs to be re-examined. The workings of
ASEAN Free Trade Area (AFTA), should be strengthened, to be the cornerstone of ASEAN's economic future, in
line with and in accordance to the guidelines drawn up by the World Trade Organization.
The Eurozone debt crisis should be a good lesson for ASEAN. Huge deficit budgets and massive borrowing went
unchecked, even though the Lisbon Treaty and the Treaty of Nice had emphasized the role of the commission and
the European Central Bank, to act as advisors on these matters. The ruling that deficit budgets should not exceed
3% were ignored by many, leading to catastrophic consequences for the entire Eurozone. The Lisbon Treaty gave
credence to the appointment of an EU chief and also its foreign minister. However, they could not play an effective
role, where some government heads were more powerful than the EU chief or his assistant (Simitis, 2014).
The ASEAN Charter, in accordance with the 13th ASEAN Summit, Singapore, 2007, also encompasses many of the
principles enjoined in the EU. There are plans to have a single currency, a common market, but with emphasis on
mechanisms to prevent the financial crisis of Europe. The bitter lessons of the Asian financial crisis should have
made ASEAN well aware of the pitfalls of greed and profiteering. If a supranational body, such as the EU can be
shaken to its core, ASEAN will be mauled over if another financial crisis sweeps this part of the World (Ahmad &
Ghoshal, 1999). ASEAN has to tread carefully to avoid the pitfall faced by the EU when Great decided to leave the
EU. The Brexit issue has greatly affected the EU as a cohesive European entity. ASEAN too faces such a challenge
if it did not learn from the EU.
How ASEAN is faring 20 years after the Financial Crisis
In an article in the Malaysian national daily, The Star, the business correspondent Cecilia Kok had submitted a
contribution entitled „ How are we faring 20 years after the financial crisis'. This was published in the Companies
and Strategies section of Starbizweek, dated 29 July 2017. The article starts off by interviewing several Malaysians
on how they have fared after 20 years since the financial crisis of 1997. The picture appears gloomy, in spite of the
fact that Asians had to struggle to get out of the crisis. The article starts by highlighting the life of how one
Malaysian family, went from a life of comfort and security to one plagued with hardships and anxiety for the next
10 years after the financial crisis. Even though the crisis is now history, it does not mean that life is much better
now, as the constant worries about the rising cost of living and increasing limited opportunities for career
advancement continue to cast a shadow of doubts about the future. The general feeling is that the purchasing power
is getting weaker. Whatever economic progress that has been achieved is not demonstrated or reflected in the
purchasing power of the citizens, especially that of the lower income group. According to the article, while it is
undeniable that the Malaysian economy hs made strides since recovering from the damaging regional financial
crisis, the sentiment on the ground may not necessarily agree with the notion that the general populace is better off
now compared with pre-crisis era. According to the article, although Malaysia‟s per capita income has increased,
which means, on average, the the living standard of the people has improved, the sense is that the economic
progress has not been well distributed. Many of those interviewed stated that economic progress has not filtered
down to the bottom 40% of the country‟s population. The general sense is that although house-hold nominal income
has increased, the people‟s purchasing power has declined due to the rising cost of living. In fact this is probably the
scenario of other member countries of ASEAN. The lower income group faces the daunting task of managing the
rise in the price of essential groups at the same time witnessing no rise in their household incomes. The economic
growth of member countries has not gone to pre-crisis level. The major factor here is the fall in the price of oil.
Major oil producing nations of ASEAN such as Brunei, Indonesia and Malaysia were severely hit when world oil
prices plunged. Their economies were affected to the extent that they had to introduce tax reforms such as the
Goods and Services Act to of set the loss in earnings from oil. These taxes cover a wide range of taxes including
essential items and food. As such the feeling is that the ASEAN community is worse off than pre-crisis era.
Political Challenges- “ASEAN Way”

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The ASEAN Way is likened to a two edged sword. On the one hand, the principle of non-interference in the internal
affairs of member nations, has helped to maintain peace and stability in the region, while critics exert that this
method of closing one eye to negative occurrences in a member state smacks of hypocrisy. Asean has refused to be
drawn into the internal affairs of member nations, even though this may go against international norms and relations
(Masilamani, 2014). For instance, the issue of Myanmar joining ASEAN seriously tested the integrity of ASEAN
and its principle of non-interference. Myanmar, ruled by an autocratic military regime, had been admitted to
ASEAN, despite widespread international criticism (Guyot, 1998). The United States and the European Union were
in the forefront against Myanmar‟s admission into ASEAN, but ASEAN members refused to budge, as it is the
ASEAN way, not to interfere in the internal affairs of any country. In fact, the Secretary General of ASEAN, Surin
Pitsuwan and Malaysia‟s former Deputy Prime Minister Anwar Ibrahim had proposed diplomatic terms such as
flexible intervention and consultative engagement, when dealing with Myanmar. Malaysia‟s Mahathir Mohammad
reiterated that ASEAN should be consulting and not confronting Myanmar.
However, political developments in Myanmar, where national elections were held, the release of Aung San Soo
Chee from house arrest and her subsequent rise to a top political position in Myanmar, lends credit to ASEAN‟s way
of dealing with Myanmar.. Instead of imposing harsh economic, political and military sanctions, as advocated by
the US and EU, cooperative engagement has brought positive results. The border dispute between Thailand and
Cambodia is another instant, testing the concept of the ASEAN way. Here two ASEAN members almost went to
war in 2008, over the twelfth century Preah Vihear Temple, situated along the Thai/Cambodian border of the
Dangrek Mountains. Although in 1962, the World Court ended the dispute by awarding the site to Cambodia, the
simmering conflict witnessed the death of several military personnel and civilians (Burgess, 2015).
In fact, ASEAN does not possess a mechanism to settle border disputes among its member state (Bernard, 2016).
Every time a dispute arises, they have to run to a Western Institution for redress. Territorial disputes between
Malaysia and Singapore over „Batu Puteh‟ or „Pedra Branca‟ was also settled by an institution thousands of miles
away from ASEAN. The Philippines and Malaysia have been unable to find a solution to the issue of Sabah, which
the Philippines claims as part of the Sulu Caliphate. The point of contention here is that the ASEAN way is unable
to play an effective and definite role in border disputes. The principle of ASEAN way makes ASEAN play the role
of a bystander, while member states have to seek foreign arbitration. In spite of being in existence for more than 40
years, international mediation is sought to settle internal disputes and conflicts. This is in contrast to the EU, which
has the European Court of Justice to settle disputes amongst its members (Weiler, 1994). The Rohingya Crisis, that
exploded in September 2017, witnessed more than 700,000 people from the Rakhine province fleeing to Bangladesh
for fear of the Military crackdown. ASEAN was powerless to stop this humanitarian crisis which the UN Secretary
General described as close to ethnic cleansing. The ASEAN Way exposed its weakness and inability to act
forcefully, in times of crisis.
Fortunately, border skirmishes within ASEAN have not flared into full scale wars. Bilateral disputes have
stagnated as standoffs, such as the The Philippine claim to Sabah, which is an integral part of Malaysia (Jayakumar,
1968). Reconciliation efforts between President Edward Duterte and Nur Misuari, as reported in the leading
Newspapers in Malaysia, have cast negative connotations for improving diplomatic relations between Malaysia and
the Philippines. Backroom political bargaining and delay tactics have given negative perceptions in some instances.
The challenge here is is to formulate or implement rule structures, where affected member states can take up issues
to find solutions within the framework of ASEAN. Sadly, the political will is lacking in this instance, clouded by the
principle of the „ASEAN Way‟.
Conclusion
Ever since its formation in 1967, ASEAN has grown in strength, from the five original founding members to a
strong and viable regional grouping of 10 memnbers. There is peace and stability in this region. They have
progressed economically by close cooperation among the member states as well as with other nations too. However,
it still faces many challenges, which ASEAN needs to tackle and toil diligently to withstand the challenges of time.
There needs to be internal cohesion as well as close cooperation with the rest of the world, if ASEAN is to remain
relevant and prosperous economical. To become an ASEAN Community, the citizens of this entity need to have a
sense of belonging and be proud to be called members of ASEAN and not to be ignorant of it, in spite of its
existence since 1967.

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510-534.

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RISK MANAGEMENT IN BANKS

*
Sakshi Sangar
*
Assistant Professor, Department of Commerce, Sant Baba Bhag Singh University,
Jalandhar, Punjab, India

Abstract
 This chapters aims at imparting knowledge about various types of risks.
 Defining the situations, how banks or financial institutions exposes to different kinds of
risks.
 Discussing the Role of RBI for managing risks in banks.
Learning Outcomes
After learning this chapter you will be able to learn:
 How various banks and financial institutions faces the different kinds of risk exposures.
 What circumstances give rise to which type of risk.
 The strategies adopted by RBI and other financial institutions to check the soundness of
banking business.
 Appropriate solution to avoid these risks.
Keywords: Risk management, Uncertainty, Credit Risk,Market Risk, Systematic
Risk,Operational Risk,Reputational Risk,CAMELS.
Meaning of Risk: Risk is the chance or a possibility of damage, injury, loss or liability arises due to any changes in
internal or external environment of business which can be avoided by taking precautionary measures.
In financial terms risk can be defined as the probability that the actual outcome of a particular investment may
differ from the expected return. Risk consists the chances of losing some or all of an original investment. It is
commonly said in business that higher the risk, higher may be the return.
Features of risk
1. Risk is chances of uncertainty which may or may not happen.
2. It is dynamic in nature as risk changes with passage of time or change in a particular situation.
3. In any business, risk arises due to interdependence of various operations of an organization.
4. Risk is also considered as time-based, which means it may high at initial stage of a project or low at ending
stage and vice-versa.
5. Risk is value-based, i.e. it may affect from corporate, cultural or personal values.
A risk which is certain can be controlled but the risk which arises due to some uncertain event cannot be controlled
or minimised.
Definition of Uncertainty
The term ‘Uncertainty’ refers to the situation which is not certain or something which is unknown. In simple words
we can say that uncertainty is the lack of sureness of a future event. In accounting, uncertainty is the inaptitude of
predicting the consequences as it is difficult to decide the common basis for making predictions regarding the same.
Risk Vs. Uncertainty
People often get confused with both terms; even many of them use it interchangeably. But actually, risk
and uncertainty are not the similar terms. We can justify that with following points:

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 Risk is easy to control and manage as one can quantify the level of risk involved in particular project
beforehand. But it is not possible in case of uncertainty where predictions cannot be made with full
accuracy.
 Risk is logic while the uncertainty is intuition.
 In risk all possible outcomes are known but uncertainty involves unknown probabilities.
 Risk can be reduced by taking protective measure but uncertainty cannot be minimizes as it is beyond the
control of a person.
 In risk, various possibilities of fluctuations are already recognized in different situations but it is not at all
possible in case of uncertainty.
Risk Management
As discussed above, we know that every human life and professional life; faces some kinds of risk exposures. These
risks may either be controllable or non-controllable. Once you get to know about expected risk exposures which
your company may face for certain reasons or circumstances, it is necessary to manage them timely. “Risk
management is the process of identifying all possible risks or losses which an enterprise may face in near future;
analysing these risk exposures; Assessing them, knowing its impact over the business and controlling them; then
finally monitoring these risks.’’
Objectives of Risk Management
1. To identify and analyses all possible risks exposures in business.
2. To take corrective measures for eliminating these risks.
3. To suggest precautionary measures or strategies for avoiding the risks arises due to certain reasons.
4. To protect the interest of various parties of business enterprise.
Risks in Banking Sector
Today, it is quite normal to face risks in almost every business; and all sectors of economy take precautionary
measures to avoid the risk involved in their business. Similarly, banks also face some risks during its operations.
The reason behind these risks may be the occurrence of anticipated or non-anticipated events in financial markets.
Some major risks involved in banking business are as follows:

Types of Risks in Banks

Operational Market Systematic Business Reputation

Credit Risk
Risk Risk Risk Risk Risk

1. Credit Risk: credit risk refers to the risk of non-payment of loans by the borrowers. Nonpayment of loan
give rise to the problem of NPAs in banks which is a very serious issue to be dealt with. Usually as per the
provisions within 90 days period banks are required to recover loan or written it off. The chances of risk
may arise either due default on principal amount or interest amount.
2. Operational Risk: Operational risk is the outcome of failure in internal work processes of a bank. Banks
when do not perform efficiently, or make errors in its operations; like maintaining inappropriate records,
make payments to incorrect accounts, failure of core banking solutions etc. give rise to such risks.
Operational risk usually arises due to the mismanagement by employees or mishandling of technology by
its personnel. Hence, proper care should be taken by employer and employees of a while conducting the
banking operations to avoid this kind of risk.
3. Market Risk: Market risk is usually faced by those banks who, apart from accepting deposits and
providing loans; also deals in capital market on behalf of its customers. Market risk is mainly the risk of
conducting in securities market. Banks often underwrites the shares and debentures on behalf of its
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customers to perform as intermediary between the buyer and the seller, thus banks charge fee from its
customers for these services. Therewithal, banks provide loans against some commodities like real estate,
gold, silver etc. which exhibits it with the commodity risk also.
4. Systematic Risk: Systematic risks involves heavy losses and they arises due to uncertain events. These are
non-diversifiable risks and they neither can be controlled nor be avoided. These are uncertain risk which
not only affect a single bank but may cause losses to other banks also. Major reasons behind this kind of
risk are: lockdowns, strikes by employees, scams in particular bank, sudden change in government policies
etc.
5. Business Risk: Business risk arises when a bank’s system collapses due to failure of its strategies and
management. Which may result in inadequate profit generation and increase in NPAs. Business risk is
commonly faced by all the banks. Almost every bank has its own strategy and policy to make its business
successful. But if the bank go wrong in choosing right strategy for its operations then the bank will surely
face the business risk.
6. Reputation Risk: The reputation risk is directly linked with the goodwill of a bank. Reputation i.e.
goodwill of a bank is intangible asset, plays a vital role in the success and growth of a business. Banks who
always follow fair trade practices and always takes care of its customers’ interest; enjoys the advantage of
goodwill. But on the other hand, if a bank found to be misleading the customers or any bad news spreads
over the media regarding a bank’s malfunctioning, then it faces the reputational risk. A bad reputation
directly puts wrong impact on profits and prospective customers of the bank. For e.g. the YES Bank scams
put a poor impression on its customers across the nation.
The banks have a serious need to manage these risks carefully and timely as it is indulged in large amount
of monetary activities. In the absence of an effective risk management; the banks can turn insolvent.
Risk Management in Banks
In India the management of risks by banks is a new concept. Banks face various kinds of risks like: credit risk,
operational risks, reputational risks etc. To operate effectively and efficiently, all these risks should be identified,
measured, monitored and controlled by banks to avoid the possible losses. The basic purpose behind managing the
bank risks is to protect the financial institutions from the direct exposers to these risks and protect their assets as
well. Reserve Bank of India being a central bank plays a vital role in functioning of all the banks of the nation.
Hence, for managing such risks RBI uses the tool called CAMELS. RBI checks the financial stability of various
banks by using this tool which consists of following six components:
1. C- Capital Adequacy
2. A- Asset Quality
3. M- Management
4. E- Earning Quality
5. L- Liquidity
6. S- Sensitivity to Market
The CAMELS Rating System was originally developed by U.S in 1988 but in India its need was felt by RBI in
1999. RBI issues the guidelines to various banks regarding asset liability management and management of credit
risk, market risk and operational risk. Basel Committee on Banking Supervision which works under the control of
RBI has recommended this framework.
Apart from this BASEL 1, BASEL 2 and BASEL 3 norms are also followed by banks for risk management.
Capital Adequacy
To check the capital adequacy, capital trend analysis is done by the examiner. It also checks if the bank is
complying with all the norms regarding minimum capital reserve amount requirements. The regulators check
current as well as future capital position of financial institutions. Along with this the examiners may also check the
composition and liquidity of capital. All these points are necessary to establish rating on capital adequacy norms.

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Asset Quality
In banks, assets are the loans provided to customers. Banks’ earning capacity is mainly depend upon its loan’s
quality. The value of bank’s assets may decrease if it carries high risk. If a bank fails to recover its principal or
interest amounts from customers, it may expose to the credit risk and liquidity risk. A bank which has a trend of
loosing its assets value is rated low.
Management
Assessment of management reveals about bank’s ability to manage in financial stress. For this the banks are
evaluated on the basis of its efficiency to measure and control the risk involved in day to day activities. The rating is
also depending upon quality of bank’s business strategies, performance and internal control system. While
inspecting the internal control system, the examiner would check the strength of information system, audits work
and record maintenance.
Earnings Quality
The objective behind rating on the basis of Earning quality is to ensure the ability of bank to survive in long run. In
order to remain competitive and sustain continuous growth banks require fair return on its assets. Company’s
growth, fair return on asset, earning stability and net interest margin are the main points analyzed for rating by the
examiner.
Liquidity
Liquidity is that category of CAMELS which demand for inspecting the interest rate risk and liquidity risk. The
banks having fair amount of liquid assets i.e. availability of assets which are easily convertible into cash and have
less exposure to interest rate risk are rated high by the examiner. But the banks facing liquidity risk i.e. it is
inefficient to meet sudden financial needs or faces large exposure to interest rate risk, may collapse.
Sensitivity To Market
Sensitivity to market checks the institution’s exposure to various risk. Examiners looks for sensitivity of bank to
market risk. It will assist him/her, to assess on the basis of credit card lending ,agricultural lending, medical lending
and energy sector lending.
Working Of CAMELS Rating System:
The banks and financial institutions are rated on each category of CAMELS, from 1 to 5. Rating of one is
considered the best for each and every component of CAMELS. On the other hand, five indicates the poorest rating.
Thus, the banks scoring one are surely the efficient and profitable financial institutions and those scoring poor
rating is expected to face possible risks and losses in near future.
Conclusion
After studying about various types of risks in banks and the measures taken by RBI, we may conclude that there is
no need to be afraid of taking risks in business. The business unit should focus on identifying the hidden or possible
risks exposures with accuracy and deal with them by taking precautionary measures. The management which deals
with these risks should closely monitor them and adopt healthy practices for mitigating the same.
References
1. Business Dictionary https://www.businessdictionary.com/definition/risk.html
2. https://gradeup.co/types-of-risk-in-banks-i-8337fe50-3a36-11e8-aa45-621c42c83b4f
3. https://www.managementstudyguide.com/risks-faced-by-banks.htm

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GREEN MARKETING: AN OVERVIEW

*
Sarvjot Dhunna
*
Assistant Professor, Dept. of Commerce, Khalsa College for Women, Ludhiana, Punjab,
India

Abstract
Green marketing is the management of products that are presumed to be environmentally
safe. green marketing incorporates a broad range of activities, including product
modification, changes to the production process, packaging changes, as well as modifying
advertising. Green management refers to holistic concept wherein the product, marketing
consumption on disposal of products and services happen in a manner that is less
detrimental to the environment with growing awareness about the implications of global
warming, non-biodegradable solid waste, harmful impact of pollutants etc. Green
management has to evolve since it is still at its infancy stage. Adoption of Green management
may not be easy in the short run, but in the long run it will definitely have a positive impact
on the firm. Green Management practices are still in the stage of childhood in the Indian
companies. Lots of opportunities are available. Now this is the right time to select Green
Management globally.
Keywords: Green, Green marketing, Green management, environment, pollution.
What Does It Mean to Be Green?
First of all, environment and environmental problems, one of the reason why the word green management emerged.
According to the American Marketing Association, green marketing is the management of products that are
presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including
product modification, changes to the production process, packaging changes, as well as modifying advertising.
Green management refers to holistic concept wherein the product, marketing consumption on disposal of products
and services happen in a manner that is less detrimental to the environment with growing awareness about the
implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc., both marketers
and consumers are becoming increasingly sensitive to the need for switch into green products and services
Ask 100 people what "green" means and you'll get 100 different answers, from "living off the land" to "recycling
plastic bottles." But, at its core, green management is about becoming aware of how your behavior, working
practices or production methods impact the environment, and making changes that reduce your environmental
"footprint" and make your business more sustainable .This often includes measures to reduce the raw materials,
water and energy that you use, and to minimize the waste that you produce.

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preservation of
the natural
environment

avoidance of green or conservation

enviornmental greening of the natural
pollution enviornment
inclueds

generation of
ntural places

Why Green Management Matters

Many of us want to "do our bit" for the environment, and there are many good reasons to do so. Preventing
pollution, for example, can improve our health; protecting wildlife means that we can continue to enjoy our natural
world; and reducing consumption preserves resources for the future. For organizations, failure to comply with your
country's environmental legislation can result in prosecution and financial penalties. But greener working practices
can also reduce costs and save you money. For example, the car manufacturer General Motors reported that
they saved $5 million in 2016 by using renewable energy sources. Businesses that demonstrate their commitment to
the environment may also benefit from enhanced brand reputation, engagement and employee well-being.
Some of practices of green management in India
 In the summer of 2004, it unveiled the CII-Godrej Green Business Centre (GBC) in Hyderabad-a public-
private partnership project between the Andhra Pradesh government, the Pirojsha Godrej Foundation and
CII, with technical aid from USAID.
 Cement companies such as ACC and Vasavadatta develop sustainable technologies in manufacturing, and
real estate firm DLF ensuring some of its properties adhere to high standards of energy efficiency.
 In other sectors, Hindustan Unilever is aiming to cut carbon emission by 22 per cent.
 Pune-based Kirloskar Brothers is marketing a line of highly energy-efficient pumps.
 While in Jaipur UltraTech Cement helps burn 100 tonnes of municipal waste at its waste treatment plant
every day.
That eco-friendliness is gradually finding its way into the Indian construction ecosystem is evident from the fact
that as of May 2015, the country has at least 3,155 green building projects, covering more than 3 billion sq ft. That's
more than all countries barring the United States. "There is an enormous potential for green business in India.
Heavy energy users-such as those in steel, cement and paper-have adapted quickly to this change," says Jamshyd
Godrej, CMD, Godrej & Boyce, and chairman, CII-Godrej GBC.

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To encourage the movement, the Ministry of Power and the Bureau of Energy Efficiency have come up with a
Perform, Achieve and Trade (PAT) programme for big energy consumers. The government has identified 478
companies that together consume 75 per cent of industrial energy and given them targets to reduce energy
consumption over a period of three years.On the corporate side, the CII has initiated the 'GreenCo' rating for
companies based on their environmental performance across nine parameters, including energy efficiency, water
conservation, use of renewable energy and waste management. Experts say it is more advanced than the ISO 14000
certification. "It is easier to convince companies on energy efficiency as the results are more tangible," says K.S.
Venkatagiri, deputy executive director, CII-Godrej GBC.
Expert’s view
Sanjay K. Jain & Gurmeet Kaur (2004) in their study of environmentalism which had fast emerged as a worldwide
phenomenon discussed business firms too have risen to the occasion and have started responding to environmental
challenges by practicing green marketing strategies. Green consumerism has played a catalytic role in ushering
corporate environmentalism and making business firms green marketing oriented. Based on the data collected
through a field survey, the paper made an assessment of the extent of environmental awareness, attitudes and
behaviour prevalent among consumers in India.
Donaldson (2005) in his study realized in the Great Britain that in general the ecological attitude of consumers
changed positively. This study reported the strong faith of consumers in the known commercial brands and in the
feeble behaviour referring to the "green" claims, which was the main cause behind the consuming failure to
interpret their concerns beyond the environment in their behavior.
Alsmadi (2007) while investigating the environmental behaviour of Jordanian consumers reveals a high level of
environmental conscience. Unfortunately however this positive tendency and preference in the "green" products did
not appear to have any effect on the final decision, obviously because these consumers had a stronger faith in the
traditional products and a small confidence in the green statements. The above obstacles were further strengthened
by the lack of environmental conscience by a lot of enterprises and the existence of a large scale of prices for the
same product, many of which included an impetuous estimate of environmental responsibility. The same
phenomenon has been presented in other researches too (Ottman, 2004; Donaldson, 2005; Cleveland et al, 2005).
Brahma, M. & Dande, R. (2008), The Economic Times, Mumbai, had an article which stated that, Green Ventures
India is a subsidiary of New York based asset management firm Green Ventures International. The latter recently
announced a $300 million India focused fund aimed at renewable energy products and supporting trading in carbon
credits.
Why firms are using green management practices
 Opportunity In India, around 25% of the consumers prefer environment friendly products, and around 28%
may be considered health conscious. Therefore, green marketers have diversified to fairly sizeable segment
of consumers to cater to.
 Social Responsibility Many companies have started realizing that they must behave in an environment
friendly fashion. They believe both in achieving environmental objectives as well as profit related
objectives respecting the principle of Extended Producer Responsibility (EPR).
 Governmental Pressure Various regulations are framed by the government to protect consumers and the
society at large. The Indian government too has developed a framework of legislations to reduce the
production of harmful goods and by-products. These reduce the industry's production and consumer„s
consumption of harmful goods, including those detrimental to the environment; for example, the ban of
plastic bags, prohibition of smoking in public areas, etc
 Competitive Pressure Another major force in the environmental marketing area has been firms' desire to
maintain their competitive position. In many cases firms observe competitors promoting their
environmental behaviors and attempt to emulate this behavior. In some instances this competitive pressure
has caused an entire industry to modify and thus reduce its detrimental environmental behavior.

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 Cost Reduction Reduction of harmful waste may lead to substantial cost savings. Sometimes, many firms
develop a symbiotic relationship whereby the waste generated by one company is used by another as a
cost-effective raw material.
Challenges Ahead
 Green products require renewable and recyclable material, which is costly
 Requires a technology, which requires huge investment in R & D
 Water treatment technology, which is too costly
 Majority of the people are not aware of green products and their uses
 Majority of the consumers are not willing to pay a premium for green products
Thus…
Green management is a tool for protecting the environment for future generation. It is not going to be an easy
concept. The firm has to plan and then carry out research to find out how feasible it is going to be. Green
management has to evolve since it is still at its infancy stage. Adoption of Green management may not be easy in
the short run, but in the long run it will definitely have a positive impact on the firm. Green Management practices
are still in the stage of childhood in the Indian companies. Lots of opportunities are available. Now this is the right
time to select Green Management globally. It will come with drastic change in the world of business if all nations
will make strict rules because green management is essential to save world from pollution. From the business point
of view because a clever marketer is one who not only convinces the consumer, but also involves the consumer in
marketing his product. Green management should not be considered as just one more approach to marketing, but
has to be pursued with much greater vigor, as it has an environmental and social dimension to it. With the threat of
global warming looming large, it is extremely important that green marketing becomes the norm rather than an
exception or just a fad. Recycling of paper, metals, plastics, etc., in a safe and environmentally harmless manner
should become much more systematized and universal. It has to become the general norm to use energy efficient
lamps and other electrical goods.
References
1. Chopra, S. Lakshmi (2007), “Turning Over a New Leaf”, Indian Management, Vol-64, April-2007
2. Sharma D.D. (2008), ―Marketing Research: Principle Application & Cases‖ N. Delhi, Sultan Chand & Sons
3. Dr. Sarawade W.K. Conceptual development of green marketing in India, Excel journal of engineering technology and management
science, vol. I, June 2012.1-6
4. Ottman, J.A. et al, “Avoiding Green Marketing Myopia”, Environment, Vol-48, June-2006
5. http://www.managementparadise.com
6. http://www.businessworld.in
7. http://www.outlookindia.com
8. http://en.wikipedia.org
9. http://www.business-standard.com
10. http://www.encyclopedia.com

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ANALYSING THE INVESTMENT BEHAVIOUR OF INVESTORS: AN

EMPIRICAL APPROACH
*
Savita Sindhu
*
Assistant Professor, Goswami Ganesh Dutta S.D. College, Chandigarh, India

Abstract
In a developing country, like India, investors are the real market players. The participation
of retail investors is vital for the growth of economy. Today, a wide variety of investment
opportunities are available to the investors due to the investment diversification options in
financial services. With proper investment strategies investors can maximize personal
wealth and further contribute towards economy.
Present study investigates the various demographic determinants affecting the investment
behavior of investors and the relative preferences of various investment instruments.
Primary data has been collected through a detailed questionnaire, representing different
age groups, income level, family type, occupation, education and different preferences of
individual investors. Findings indicate that individual investors are mature person having
age of fifty years and above with high level of education. The percentage investment
experience indicated that majority of investors have more than ten years of investment
experience. Continuous savings and risk protection are the main factors among investors
for decision making. Government policies followed by market prices are highly considered
by individual investors.
Key Words: Individual Investors, Investors’ Behavior, Investment Instruments,
Demographic Determinants.
INTRODUCTION
Behavioral aspect in investment is comparatively a new phenomenon, which helps the market players to understand
the psychology of various investors. In investment decision making process, various traits of investors like high
level of determination, self-confidence, being patient or be flexible affects the investment strategy. “The investment
decisions are made by the investors on the basis of their risk bearing ability, his perception about the risk,
expectancy from the return and need. The decisions are generally based on the analysis of fundamental aspects,
technical indices and the judgment on the part of investors (Jagongo and Mutswenje, 2014)”.
Over a period of time, investment in equity market noted increasing trend in participation of retail investors. The
significance of investor behavior analysis lies in the fact that investment is the main tool for the growth of economy
and country‟s development. “It is evident from the financial developments undertaken in the recent years that stock
market is entirely associated with the attributes like risk associated with investment and instabilities on the practical
and realistic turf, away from the rational approach of the investors (Rahman and Hunjra, 2012)”.
Many investment instruments are available in the market, few are marketable and liquid and others may not. Most
of the investment options are highly risky while others may not. It is rightly mentioned by Nofsinger and Richard in
2002 that “The recent years have witnessed the humongous transformations in the patterns of investments by the
potential investors. There has been a drastic and pragmatic shift from the real estate or gold investment to the
portfolio investment avenues such as shares, insurance, bonds, mutual funds, government securities and fixed
deposits”.
Investors‟ demographic characteristics like age, income and family type affects the risk tolerance and investment
approaches. Many studies have differentiated the investors‟ attitudes towards risk on the basis of their source of
wealth while others mention life stages as an important factor influencing the investment decision. “Researchers

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have identified some features or characteristics of investors that seem to lead to recognizable tendencies. For
example, stages of life have an effect on goals, views, and decisions as shown the figure 1 “Life Stage Profiles”.
(Hoboken, NJ: John Wiley & Sons, Inc., 2007).
Figure 1. Life Stage Profiles

Source: https://saylordotorg.github.io/text_personal-finance/s17-01-investor-behavior.html
A competent fund manager must understand the expectations and behavior of investors, to meet the financial
requirements. The investment preferences are influenced by the profile of life stage and other demographic factors
such as family size, number of members in the family, nature of family (nuclear/joint), experience in investing,
education level, income size, nature of occupation etc. Therefore, the study aims to investigate the various
demographic determinants of investments and also the investors‟ behavior regarding investment.
REVIEW OF LITERATURE
In order to have prior insight in to different aspects of the problem under study, it is desirable to review the studies
conducted in the past. Some research studies have begun to address the issue of understanding investor behaviour
(e.g. Zheng, 1999; Harliss and Peterson, 1998; Goetzman and Peles, 1997; Alexander et al. 1997, 1998; Bogle,
1992).
Rajeshware and Moorthy (2002) analysed the financial behavior of retail investors and studied the factors
influencing selection of fund/schemes. Factor analysis using principal component analysis was used to study the
behavior of investors, and grouping them into particular market segment for designing of the adequate marketing
strategy. Singh (2009) studied the role of human emotion before investing and assigned weights as regards to
various factors affecting the investors‟ decision making process. Findings listed factors as past company‟s
performance, age, sex, education, and family, as attributes, having significant influence and impact on the investor‟s
investment decision making process. Risk evasiveness was found to be the case with majority of investors‟. Walia
and Kirana (2009) studied the behavior of 525 investors with regard to commodity market in India. Results of the
study found that minimum level of risk, sufficient knowledge of objectives, maximum returns and asymmetrical
information are the major factors affecting the investment behavior. Dhar and Dey (2012) ascertained the effect of
psychological perceptions of 82 individuals on investment pattern. Study found that the male investors and
optimistic individuals were in favour of long term investments. Amongst the factors, trust was the main factor
affecting the investment intentions. Murithi (2012) examined the behavior of 100 individuals in different
investment options in India. Results indicated that the female investors invested mostly in gold, land, Life insurance
and Mutual funds. Big investors expected more income with less risk from investments. Study also reported that
investors were more aware about the risk and return from the portfolio investments. Deene and Pathi (2013)
examined the motivational agents and investment strategies related to corporate investment. Results of the study
highlighted that market share price, investment risk and return, media coverage, timing of investment and quality of
management were the major factors that influence the investor‟s investment decisions. Palanivelu and
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Chandrakumar (2013) investigated the investment behavior of working class. Study found that age, level of
education, awareness level and income were most important factors influencing the investment pattern. Study
highlighted the role of Stock Broking firms in conducting awareness programs to provide knowledge to the
potential investors regarding new ventures. Sireesha and Laxmi (2013) examined the effect of demographic factors
on the investment avenues selected by investors. Findings reported that age, friends and gender were the major
factors influencing the investment intentions of the investors. The investors were also found less concerned and
conservative regarding the proliferation of money and liquidity to get the benefits for long. Virani (2013)
highlighted that investors‟ income was the major factor which influence their investment decisions. Study found
Bank deposits as crucial investment option to meet various needs like marriage and education of their children as
well as safety and security after retirement. Anitha and Bhargavi (2014) studied the different trends in investment
decisions across ages and genders. Findings reported that old age investors and female preferred less risk and were
more reluctance towards taking risky decisions. On the other hand, Male and young investors were more active in
taking diverse decisions regarding investment in stock market. Jagongo and Mutswenje (2014) reported that firm‟s
reputation, status in the industry, dividend expectation of investors, market price per share, expected firms‟ earnings
and investment impact on economy were the major factors affecting the individual investor‟s decision regarding
investment in the particular firm. Mak and Lp (2017) analyzed the investors‟ behavior in financial investments and
found that sociological, psychological and demographic factors like income level, educational level, gender, marital
status and investment experience, influenced the investors‟ behaviors. Study also mentioned that role of Financial
service providers is significant in making suitable strategic plans to understand the investment approach of various
interested investors.
From the above review of literature, an attempt has been made to study the demographic factors affecting the
investment decision and behavior of the individual investors towards various factors and investment in various
financial instruments.
OBJECTIVES
 To study the demographic factors affecting the investment behavior of investors.
 To find out the preferences of individual investors towards selected investment factors affecting
investment decision.
 To find out the relative importance of kind of information used by investors for investment decision.
 To identify the order of preference given to various investment alternatives by the investors.
SAMPLE
The present study consists of a sample of 140 individual investors covering different age, income, experience and
educational groups using convenience sampling technique. Primary data has been collected through a detailed
questionnaire, representing different age groups, income level, family type, occupation, education to identify the
investment objectives and their relative preference for different options for varied investment needs.
METHOD
This study analyzed the behavior of investors, to find the perceived importance of various factors affecting the
investment decisions. The rating scale has been used to ascertain the relative importance of the factors. Respondents
were asked to award the score on a five-point scale on the basis of „Higher the score, higher the importance‟. Mean
score has been calculated to find out the significance of variables.
A. Investors’ Profile
An investor‟s investment in financial assets in general and in risky assets in particular is exceedingly influenced,
among other things, by their income size, stages in life cycle age, life styles and personality characteristics.

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Table 1. Investors’ Profile

Age Groups (Yrs) Family Type Education Level Occupation Income Group Years of
(Rs. Lac) Experience

Categor % Categori % Categories % Categories % Categori % Categori %

ies es es es
< 30 27.14 Nuclear 70 Matriculate 00 Salaried 51.43 < 5.0 00 <5 10
30-50 31.43 Joint 30 Graduate 30 Business 27.14 5.0 - 54.2 5 to 10 37.14
10.0 9
50 > 41.43 Total 100 Post 47.1 Professiona 21.43 10.0 > 45.7 10> 52.86
Graduate 4 l 1
Profession 22.8
al Degree 6
Source: Complied from Primary Data

The age wise classification of the respondents indicates that majorities (41.43%) of the respondents are above fifty
years of the age and 27.14% of the total respondents are below thirty. The age wise classification of the sample
respondents clearly indicates that the retail investor is a mature person having age of fifty years and above. The
analysis of the composition of the family indicates that majority (70%) of the investors belong to nuclear family.
Only thirty percent of the total respondents have joint family system. This is the upcoming trend of the family
composition in our economy.
Classification of the respondents on the basis of their education level clearly states forty seven percent of the total
respondents are post graduate. Twenty three percent of respondents have professional degree. Majority of the
respondents has been from the salaried class i.e., 51.43 per cent. 27.14 per cent of the total respondents are from
business class and, 21.43 per cent of the total respondents are professional.
Income of the investor affects its investment decision to a great extent. The analysis of sample indicates that it is
dominated by the middle income group households (Rs.5Lac to 10Lac) i.e. 54.29%. Income wise classification of
investors indicates that majority of the investors belonged to limited income group. Forty five percent of investors
are from the income group of above Rs. 10 Lac. The percentage investment experience shows that 52.86% of the
investors have long experience in the line. 37.14% of the investors have five to ten years of investment experience.
This shows that SEBI and others regulators have succeeded to some extent in encouraging people to invest in
various instruments.
B. Investment Factors of Investors
Table 2 present the ratings of investment factors, which differ from person to person as one may invest because of
safety, tax saving, regular return etc.
Table 2. Rating of Investment factors of Investors
Frequency of Ranks

Investment Factors 1 2 3 4 5 Mean rank

Risk Protection 28 24 28 34 26 3.043

Chance for continuous 20 18 32 2 68 3.571
savings
Less procedure 50 28 0 34 28 2.729
Less transaction cost 28 28 36 46 2 2.757
Tax saving 14 42 44 24 16 2.900

Source: Compiled from primary Data.

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Investors‟ analysis of investment factors indicate that chance of continuous savings (3.571) followed by risk
protection (3.043) are the main investment factors among respondents. Tax saving is also considered as an
important factor with less preference to factors like less procedure and less transaction cost.
C. Types of the Information used by Sample Investors
In order to judge the importance of various kinds of information used for investment decision making, respondents
were asked to rank different types of information on a five point scale. The responses so obtained are presented in
Table 3.
Table 3. Use of Various Kinds of Information by Sample Investors

Kind of Information Very low Low use Moderate High use Very high use Total
use use
Accounting information like 0 0 18(12.8 ) 68(48.6) 54(38.6) 140(100)
profit and sale
Products related information 0 0 34(24.3) 62(44.3) 44(31.4) 140(100)
Management related 0 0 34(24.3) 76(54.3) 30(21.4) 140(100)
information
Information on future 0 0 32(22.9) 48(34.3) 60(42.9) 140(100)
strategies
Market prices and market 0 12(8.6) 6(4.3) 58(41.4) 64(45.7) 140(100)
capitalization
Risk factors 0 0 16(11.4) 86(61.4) 38(27.14) 140(100)
Govt. policy 0 0 14(10) 30(21.4) 96(68.6) 140(100)

Source: Compiled from Primary data.

(Note: Figures in parenthesis indicate percentage)
Above Table shows that respondents make very high use of government policy (68.6%) followed by Market prices
and market capitalization (45.7%).
D. Instrument-wise Investment Preferences
Keeping in view, the objective of identifying investment preferences of the investors, a survey was made to bring
out the level of preference shown towards various financial investment alternatives. Table 4 shows the responses of
instrument-wise investment preferences.
Table 4. Preference for Various Investment Alternatives

Instruments’ Very low Low Moderate High Very high Total

Alternatives preference preference preference preference preference
Blue chip stock 0 24(17.1) 90(64.3) 16(11.4) 10(7.1) 140(100)
Small company‟s 0 26(18.6) 54(38.6) 56(40) 4(2.9) 140(100)
stocks
Preference shares 0 32(22.9) 48(34.3) 36(25.7) 24(17.1) 140(100)
Debentures/Bonds 0 10(7.1) 56(40) 48(34.3) 26(18.6) 140(100)
Stock futures and 0 10(7.1) 46(32.9) 64(45.7) 20(14.3) 140(100)
options
Mutual funds 0 0 14(10) 44(31.4) 82(58.6) 140(100)
NSC/PPF 0 0 10(7.1) 84(60) 46(32.9) 140(100)
Fixed deposits 0 0 38(27.1) 60(42.9) 42(30) 140(100)
Insurance policies 0 12(8.6) 20(14.3) 92(65.7) 16(11.4) 140(100)
Real Estate 0 0 4(2.9) 84(60) 52(37.1) 140(100)
Gold/Silver 0 0 14(10) 24(17.1) 102(72.9) 140(100)

Source: Compiled from Primary data.

(Note: Figures in parenthesis indicate percentage)

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Analysis of table 4 shows that Investors has given highest preference to gold/silver (72.9%) followed by mutual
funds (58.6%). Investment in real estate and NSC/PPF is also popular among the individual investors.
Conclusion
The most successful investors are those who follow a proven investment process. The investment decision is taken
by investors depending upon the options available and the expected level of risk and return they can tolerate. The
key of successful investment is that investors‟ must choose an investment discipline and adhere to it. Study
highlighted that individual investors are mature person having age of fifty years and above with high level of
education. The percentage investment experience indicated that majority of investors have more than ten years of
investment experience. Continuous savings and risk protection are the main factors among investors for decision
making. Government policies followed by market prices are highly considered by individual investors. Study
suggested that investors‟ disciplined investment approach help them to achieve long-term financial needs.
References
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2. Amiri, S., Razavizade, N., and Vahidi, G. H. (2013). The Effect of the Interaction between Demographic Factors and Personality
Traits and Financial Behaviour Factors in Terms of Investment Decision Making. Journal of Applied Science and Agriculture, 8(5),
721-728.
3. Anitha, D and Bhargavi, P. (2014). Investor‟s Perception Towards Investment. Global Journal of Finance and Management, Vol. 6,
No. 2, 2014, pp. 185- 190.
4. Bahl, S. (2012). Investment Behaviour of Working Women of Punjab. Arth Prabhand: A Journal of Economics and Management,
1(6), 21-35.
5. Barber, B. M., and Odean, T. (2001). Boys Will Be Boys: Gender, Overconfidence, and Common Stock Investment. The Quarterly
Journal of Economics, 261-292.
6. Chandra, A., and Kumar, R. (2012).Factors Influencing Indian Individual Investor Behaviour: Survey Evidence. Decision, 39(3), 141-
167.
7. Chaturvedi, M. and Khare, S. (2013). Study of Saving Pattern and Investment Preferences of Individual Household in India.
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8. Cohn, R. A., Lewellen, W. G., Lease, R. C. and Schlabaum, G. G. (1974). Individual
9. investor risk aversion and investment portfolio. The Journal of Finance, 30(2),125-
10. 130.
11. Dawar and Wadhwa. (2011). Factors Influencing Investor Behaviour: An Emperical
12. Study In Punjab. International Journal of Research In Commerce, Economics & Management, 1(3), 125-130.
13. Deene, S. and Pathi, S. (2013). Investment strategies and motivational factors among small investors: a study with special reference
to Karnataka state. International Journal of Management, 4(4), 34-38.
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Business Spectrum, 1(3), 15-22.
15. Dhar, P., and Dey, B. (2013). Impact of Individual‟s Psychology in Their Investment
16. Pattern: An Empirical Inquest in Indian Context. Business Spectrum, 1 (3).
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and Management Research, 1(6).
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(With Reference to Investors in Chennai city). Procedia Economics and Finance, 11,360 – 374.
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Investors at the NSE. International Journal of Humanities and Social Science,4(4),92-102.
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Business Management, 9, 1-12.
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22. Palanivelu, V.R., and Chandrakumar, K. (2013). A Study on Preferred Investment Avenues among Salaried Peoples with Reference
to NamakkalTaluk, Tamil Nadu, India. International Conference on Business, Economics, and Accounting, 25-32.
23. Phan, K. C., and Zhou, J. (2014). Factors Influencing Individual Investor Behavior: An Empirical Study of the Vietnamese Stock
Market. American Journal of Business and Management, 3(2) 77-94.
24. Rajeshware T.R., and Rama M. VE. (2002). A Study of Fund Selection Behavior of Individual Investors Towards Mutual Funds:
With Reference to Mumbai City. The ICFAI Journal of Behavioral Finance, Vol. III, No. 2.
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Journal, 2(4), 13-27.

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STUDY OF GENDER DIFFERENCE IN LONELINESS AMONG

ADOLESCENTS IN RELATION TO SELF ESTEEM
*
Seema Bajaj, **Gagandeep Kaur
*
Assistant Professor, Master Tara Singh Memorial College for Women, Ludhiana, Punjab,
India
**
Psychologist, Mind Plus Retreat, Doraha, Punjab, India

Abstract
The main aim of the study is to assess the gender differences in loneliness among adolescents
in relation to self esteem. Material and Method : Sample of 200 adolescents ( 100 boys and
100 girls ) from Guru Nanak International Public School, Ludhiana were selected. For data
collection, University of California, Los Angeles (UCLA) - Revised Loneliness Scale (Version
- 3) and Rosenberg Self-esteem Scale was used. Results : A significant negative relationship
was found between loneliness and self esteem among adolescents. No significant relationship
was found between loneliness and self esteem among adolescent boys. A significant negative
relationship was found between loneliness and self esteem among adolescent girls.
Conclusion : This indicates that the self-esteem among adolescents boys has no influence on
the feeling of loneliness. This indicates that the adolescent girls with high self esteem feel less
lonely whereas the adolescent girls with low self esteem have the feeling of more loneliness.
Keywords:Gender difference, Loneliness, Adolescents, Self-esteem
Introduction
Loneliness is defined as the negative emotional response to an experienced discrepancy between the desired and
actual quality or quantity of one‘s relationships (Perlman & Peplau, 1981), and has been found to be particularly
present in adolescence (Qualter et al., 2013). Adolescent loneliness has been linked with the developmental
changes taking place during this period. During adolescence, the individual undergoes major social and personal
transformations through redefining their social network which makes them more susceptible to develop mental
health problems. As suggested by some studies, the risk of psychiatric problems develops when an adolescent has
repeatedly experienced loneliness (Van Rode, V. et al., 2015). Adolescents feel lonely and depressed when they
perceive a low level of social support, ignored, negatively evaluated, or rejected by their family, peers, and other
persons in the society, which has an adverse effect on their psychological development and wellbeing. The most
important reason for loneliness during adolescence is failure to maintain friend relationships. Different branches of
psychology (humanistic, existential, positivistic, social psychology, etc.) that focus on the aspects of individual‗s
self-evaluation and esteem treat self-esteem as one of the crucial constructs of personality, influencing the
individual‗s welfare and remaining in permanent relationship with other characteristics of personality throughout
one‗s lifetime. Self-esteem can be defined as an individual's attitude about him or herself, involving self-
evaluation along a positive- negative dimension (Baron & Byrne, 1991). Most generally self-esteem refers to an
individual‘s overall positive evaluation to the self (Rosenberg, 1990; Rosenberg, Carmi, & Carrie, 1995).
Robins et al. found that while self esteem levels were high in childhood, they dropped during adolescence and rose
gradually throughout adulthood, once again declining in old age. This trajectory generally held true across gender,
socio economic status, ethnicity and nationality. It is an important determinant of psychological well-being that is
particularly problematic during the adolescent life stage. It occupies a key place in the structure of adolescent
individuals because it is related to mental health and definition of life goals. Gender has been reported to have an
influence on developing self-esteem during adolescence. Boys are more likely to have high self-esteem at this stage
of life than girls. Adolescent girls have greater dissatisfaction with physical appearance that can lead to low self-
esteem. Adolescent boy‘s self-esteem can be affected by contradictory societal messages. Low self-esteem is one of
the biggest contributors to loneliness. Loneliness does have an influential impact on the level of self esteem among
adolescents. When someone places little value in themselves and their own personality, opinions, and goals, it
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becomes difficult for them to make and maintain relationships. They don‘t see themselves as worthy, and so the
effort becomes meaningless. They begin to view others in a falsely negative light, assuming that they must see as
little value in them as they, themselves, do. This creates a cycle from which escape is difficult—low self-esteem
leads to isolation, and further isolation leads to lower self-esteem. At best, this leads to a miserable life, and the
alienation of loved ones. At its worst, this cycle can end in depression, and even death, in the form of suicide.
Definitions of Loneliness
According to Perlman and Peplau (1981)
―Loneliness is defined as the negative emotional response to an experienced discrepancy between the desired and
actual quality or quantity of one‘s relationships.
According to Liu, Gou, and Zuo (2014)
―Loneliness is defined as a painful subjective experience or psychological feeling, which is characterized by the
lack of satisfactory relationships.‖
Definition of Self-Esteem
According to Rosenberg (1965)
―Self-esteem refers to an individual overall positive evaluation to the self.‖
According to Macintyre (2005); Miller and Moran (2012)
―Self-esteem, defined broadly as the manner in which individuals perceive or evaluate themselves, is considered to
be an important variable in contributing to emotional and behavioural adjustment, academic attainment and other
educationally significant outcomes .‖
Ronka, A. R. et al. (2013) examined to analyze the frequencies of loneliness experiences among adolescents in the
Northern Finland Birth Cohort 1986 study and also examine how selected social, emotional, contextual, and certain
factors of health and well-being are associated with girls‘ and boys‘ loneliness experience. Studies using the
University of California Loneliness Scale (UCLA) or its revised version (R-UCLA) has been used. Most (70.4%)
adolescents reported not feeling lonely, 26.4% reported feeling somewhat and 3.2% reported feeling very lonely.
Girls reported more loneliness than boys. All factors grouped as emotional and health and well-being were
associated with loneliness experiences, social factors related to family were not associated with loneliness
experiences. Among girls, an association was found between being somewhat lonely and living in rural areas.
Associated factors (not having close friends, feeling unliked, victim of bullying, avoiding company, feeling
unhappy, sad, depressed, dissatisfaction with life, poor self-rated health) were similar to somewhat and very lonely,
but very lonely adolescents, especially girls, experience them more strongly. Joshi, S. & Srivastava, R. (2009)
examined to investigate the self-esteem and academic achievement of urban and rural adolescents, and to examine
the gender differences in self-esteem and academic achievement. The sample of this study consisted of 400
adolescents (200 urban and 200 rural) from Varanasi District. Self-esteem was measured by a Self-esteem
questionnaire and academic achievement was measured by academic school records. The findings indicated that
there were no significant differences with regard to self-esteem of rural and urban adolescents. There were
significant differences with regard to academic achievement of rural and urban adolescents. Urban adolescents
scored higher in academic achievement as compared to rural adolescents. Boys would score significantly higher on
self-esteem as compared to girls. Significant gender differences were found in academic achievement. Girls were
significantly higher on academic achievement as compared to boys. Baran, M. et al. (2015) examined high school
students levels of hopelessness, self-esteem and loneliness and examined the relationship between the variables.
The research sample included 403 students (Female: 234, Male: 169). The findings obtained revealed that there
were meaningful differences and correlations between scores of hopelessness, loneliness and self-esteem of the
students in the study with respect to their types of schools, gender, family‘s income. In the present study, it was a
striking finding that especially the female students had lower levels of self-esteem and higher levels of loneliness
than the male students. Ashwini, A. K. (2017) examined the effect of loneliness on self esteem of high school boys
and girls, and to see if there is any gender difference existing in the feeling of loneliness and level of self esteem
among high school boys and girls. The sample for the study consisted of 120 high school students, out of which 60
were boys and 60 were girls between the age range of 11 to 14 years. Test materials used to assess loneliness and
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self esteem among high school boys and girls are Daniel W.Russell‘s UCLA Loneliness Scale (Version 3) and Self
Esteem Inventory, the school short form developed by Coopersmith, 1967. From this research it can be concluded
that there is a significant relationship between feeling of loneliness and level of self esteem among high school
boys. Whereas for the high school girls there is found to be no significant relationship between feeling of loneliness
and level of self esteem. With respect to finding the gender difference in feeling of loneliness it is seen that there is
no significant difference among high school boys and girls. Similarly the findings for gender difference in the level
of self esteem it is seen that there is no significant difference among high school boys and girls.
Materials and Methods
The main aim of the present study was to assess the gender difference in loneliness among adolescents in relation to
self-esteem. The study was conducted on 200 adolescents (100 boys and 100 girls) from Guru Nanak International
Public School, Ludhiana.For data collection, the UCLA Loneliness Scale designed by Russell, D., Peplau, L.A.,
and Ferguson, M.L. and Rosenberg Self-esteem Scale designed by Dr. Morris Rosenberg was used.
RESULTS AND DISCUSSION
Table 1.1 showing Mean, Median, Mode, Standard Deviation, Skewness and Kurtosis of scores of Adolescent
Boys and Girls on the variable of Loneliness (N = 100 for boys and 100 for girls).

Variable Mean Median Mode S.D. Skewness Kurtosis

Adolescent Boys 42.77 44.00 46.45 8.65 -0.003 0.179

Adolescent Girls 42.06 42.00 41.88 9.58 0.510 0.648

Table 1.1 shows that the values of mean, median and mode of the scores of adolescent boys on the variable of
loneliness as 42.77, 44.00 and 46.45 respectively which are quite proximate to each other. The values of skewness
and kurtosis in case of adolescent boys are -0.003 and 0.179 respectively showing the distribution as negatively
skewed and leptokurtic. But these distortions are quite small. Therefore the distributions can be taken as normal. It
also shows that the values of mean, median and mode of the scores of adolescents girls on the variable of loneliness
are 42.06, 42.00 and 41.88 respectively which are quite proximate to each other. The values of skewness and
kurtosis in case of adolescents are 0.510 and 0.648 respectively showing the distribution as positively skewed and
leptokurtic. But these distortions are quite small. Therefore the distributions can be taken as normal.
Table 1.2 showing Mean, Median, Mode, Standard Deviation, Skewness and Kurtosis of scores of Adolescent
Boys and Girls on the variable of Self esteem (N = 100 for boys and 100 for girls).

Variable Mean Median Mode S.D. Skewness Kurtosis

Adolescent Boys 18.89 19.00 19.22 3.75 0.281 -0.225

Adolescent Girls 20.04 19.00 16.93 4.31 -0.540 0.583

Table 1.2 shows that the values of mean, median and mode of the scores of adolescent boys on the variable of self
esteem as 18.89, 19.00 and 19.22 respectively which are quite proximate to each other. The values of skewness and
kurtosis in case of adolescent boys are 0.281 and -0.225 respectively showing the distribution as positively skewed
and platykurtic. But these distortions are quite small. Therefore the distributions can be taken as normal. It also
shows that the values of mean, median and mode of the scores of adolescent girls on the variable of self esteem are
20.04, 19.00 and 16.93 respectively which are quite proximate to each other. The values of skewness and kurtosis in
case of adolescent girls are -0.540 and 0.583 respectively showing the distribution as negatively skewed and
leptokurtic. But these distortions are quite small. Therefore the distributions can be taken as normal.

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Table 1.3 Coefficient of Correlation between Loneliness and Self esteem among Adolescent Boys and Girls
(N=200)
Group Variables N r Sig./Not Sig.
Adolescents 200 -0.29 Sig. at .01 level
Adolescent Boys Loneliness and Self esteem 100 -0.03 Not Sig.
Adolescent Girls 100 -0.45 Sig. at .01 level

Table 1.3 shows that

● The coefficient of correlation between loneliness and self esteem among adolescents is -0.29 which is
negative and significant at .01 level of confidence which shows that there exists a significant negative
relationship between loneliness and self esteem among adolescents. This indicates that the adolescents
with high self esteem feel less lonely whereas the adolescents with low self esteem have the feeling of
more loneliness.
● The coefficient of correlation between loneliness and self esteem among adolescent boys is -0.03 which is
not significant at .05 level of confidence which shows that there exists no significant relationship between
loneliness and self esteem among adolescent boys. This indicates that the self esteem among adolescent
boys has no influence on their feeling of loneliness.
● The coefficient of correlation between loneliness and self esteem among adolescent girls as -0.45 which is
negative and significant at .01 level of confidence which shows that there exists a significant negative
relationship between loneliness and self esteem among adolescent girls. This indicates that the adolescent
girls with high self esteem feel less lonely whereas the adolescent girls with low self esteem have the
feeling of more loneliness.
Fig. 1.1 Coefficient of Correlation between Loneliness and Self esteem among Adolescents (N=200)

Conclusion
The following conclusions were drawn from the analysis and interpretation of the data:
1. The adolescents are normally distributed on the variable of loneliness irrespective of their gender.
2. The adolescents are normally distributed on the variable of self esteem irrespective of their gender.

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3. A significant negative relationship was found between loneliness and self esteem among adolescents. This
indicates that the adolescents with high self esteem feel less lonely whereas the adolescents with low self
esteem have the feeling of more loneliness.
4. No significant relationship was found between loneliness and self esteem among adolescent boys. This
indicates that the self esteem among adolescent boys has no influence on their feeling of loneliness.
5. A significant negative relationship was found between loneliness and self esteem among adolescent girls.
This indicates that the adolescents with high self esteem feel less lonely whereas the adolescent girls with
low self esteem have the feeling of more loneliness.
REFERENCES
1. Ashwini A.K. (2017). Effect of Loneliness on Self Esteem of High School Boys and Girls. International Journal of Indian
Psychology. Vol. 5, (1), DIP: 18.01.121/20170501, DOI: 10.25215/0501.121
2. Baran, M., Baran, M. & Maskan, A. (2015). A Study on Adolescent Students‘ Levels of Hopelessness, Loneliness and Self-Esteem:
A Sample from Turkey. Mediterranean Journal of Social Sciences MCSER Publishing, Rome-Italy. Vol. 6. No. 2. S1.
Doi:10.5901/mjss.2015.v6n2s1p341.
3. Baron, R. A., & Byrne, D. (1991). Social Psychology: understanding human interactions. Boston, MA: Allyn & Bacon. Vol. 6
4. Joshi, S. & Srivastava, R. (2009). Self-esteem and Academic Achievement of Adolescents. Journal of the Indian Academy of
Applied Psychology. Vol. 35, Special Issue, 33-39.
5. Liu, L., Gou, Z., & Zuo, J. (2014). Social support mediates loneliness and depression in elderly people. J Health Psychol,
doi:10.1177/1359105314536941.
6. MacIntyre, C. (2005) Nurturing the Self-Esteem. Learn, Vol. (57), pp.15-21.
7. Miller, D. and Moran, T. (2012) Self-esteem: A Guide for Teachers, London: Sage.
8. Perlman, D., & Peplau, L. A. (1981). Toward a social psychology of loneliness. In R. Gillmour & S. Duck (Eds.), Personal
relationships 3: Personal relationships in disorder (pp. 31-56). London, England: Academic Press
9. Qualter, P., Brown, S. L., Rotenberg, K. J., Vanhalst, J., Harris, R. A., Goossens, L. & Munn, P. (2013). Trajectories of loneliness
during childhood and adolescence: Predictors and health outcomes. Journal of Adolescence, 36, 1283-1293.
doi:10.1016/j.adolescence.2013.01.005
10. Robins, R. W.; Fraley, R. C.; Roberts, B. W. & Trzesniewski, K. H. (2001). A longitudinal study of personality change in young
adulthood. Journal of Personality, 69, 617–640.
11. Ronka, A. R. ;Rautio,A.;Sunnari, V. & Koiranen,M. (2013).Experience of loneliness among adolescent girls and boys: Northern
Finland Birth Cohort 1986 study. Journal of Youth Studies, Vol. 17, No. 2, 183203,
http://dx.doi.org/10.1080/13676261.2013.805876
12. Rosenberg, M. (1965). Society and the adolescent self- image. Princeton, NJ: Princeton University Press.
13. Rosenberg, Morris, Carmi Schooler, Carrie Schoenbach, and Florence Rosenberg. 1995. ―Global
14. Self-Esteem and Specific Self-Esteem.‖ American Sociological Review 60:141–56.
15. Russell, D. W. (1996). UCLA Loneliness Scale (Version 3): Reliability, Validity, and Factor Structure. Journal of Personality
Assessment. 66(1). 20-40. DOI:10.1207/s15327752jpa6601
16. Van Rode V, Rotsaert M, Delhaye M. [Loneliness and adolescence: clinical implications and outlook. Literature review]. Rev Med
Brux. 2015; 36(5) : 415 -20

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CHANGING FACE OF ENTREPRENEURSHIP THROUGH

INNOVATION: AN EXPLORATORY STUDY
*
Sheetal Soi
*
Assistant professor, Khalsa College for Women, Civil Lines, Ludhiana, Punjab, India

Abstract
“Innovation is the specific instrument of entrepreneurship. The act that endows resources with
a new capacity to create wealth” –Peter Drucker.
Entrepreneurship is the purposeful activity of an individual or a group of associated
individuals, undertaken to initiate, maintain or organize a profit oriented business unit for
the production or distribution of economic group and services. No doubt innovation is one of
the most important functions of entrepreneurship. Entrepreneurship has to tackle the
future, which is totally uncertain. Thus entrepreneurs deals with the change and goes much
further by exploiting the invention commercially. Entrepreneurs experiment and convert the
attractive possibilities into practice. This paper focuses on the importance of
innovation in entrepreneurship development as it is only innovation through which the
Entrepreneurs experiment and convert the attractive possibilities into practice. In the
present paper, concept of innovation and entrepreneurship has been studied by the
author. The paper will also include examples of innovative start up entrepreneurs and
how the innovation in products/services helps them to acquire higher market share in present
globalised market place.
Key words: Entrepreneurship in India, Start Ups, growth of Indian economy, innovation in
business.
Introduction
India‟s greatest achievement in the last decade has been the consistent unleashing of the entrepreneurial movement.
The risk tolerance of the Indian population has increased. The dreams of building something of their own seduce
people in India, even if that implies a built-in risk of failure. Innovation leads to the dynamics that governs the
interaction between science, industry, and society. Innovative organization wants must have to prepare for
renewing the offerings and its delivery process to its stakeholders to survive in today‟s globalised world. All
over the world, entrepreneurs like this are leading the way into the future. And the best entrepreneurs demonstrate
long-term thinking in three key ways:
1.Meeting society's needs
First, they recognize a growing, unmet need in society – and then position themselves to meet it.For
example:Reliance Jio,Mukesh Ambani, realized that major chunk of Indian population cannot use 4G internet
because of high cost. So,Reliance Jio, introduced its own android mobile phone with free internet. The people
across the country bought its phone and availed free services of internet for limited period.
2. Focusing on the long-term
Once entrepreneurs identify an unmet need, they also demonstrate long-term thinking in a second way.
Entrepreneurs may start a business with the plan to grow and expand the business into new opportunities or
business industries. Entrepreneurs may choose to start a business to create a lasting legacy for their family. Many of
today‟s largest companies started as simple family businesses.
3. Embracing innovation
That leads to the third way the most successful entrepreneurs demonstrate long-term vision. Innovative
entrepreneurs are also early adopters. They aren‟t afraid to embrace innovation to strengthen their businesses. For
instance, Most businesses are making use Artificial Intelligence technology now a days. It has the potential to
reshape the most fundamental aspects of a business‟s operations, from how it predicts risk to how it processes
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contracts. The shifts will be so great that the CEO of Google, Sundar Pichai, has said that AI will create changes
“more profound than electricity or fire."
Objectives Of The Study
a) To study entrepreneurship and innovation.
b) To study and present examples of innovative start up entrepreneurs.
c) To role of innovation in changing face of entrepreneurship.
Entrepreneurship and Innovation
Innovation is a key function of entrepreneurial process. Innovation is the process by which entrepreneurs convert
opportunities into marketable ideas. It is the means by which they become catalysts for change. Researchers and
authors in the field of entrepeneurship are, for the most part, in agreement with Peter F. Drucker about the concept
of innovation:
Innovation is the specific function of entrepreneurship….it is the means by which the entrepreneurs creates new
wealth producing resources or endows existing resources with enhanced potential for creating wealth.
Role of Innovation In Entrepreneurship
Innovation in entrepreneurship is key value for the longevity of a business
Entrepreneurs and businesses began with a need. They saw the need within the community and among themselves
that they have come up with a solution. They seize the opportunity to innovate to make the lives more comfortable.
Entrepreneurs must keep themselves abreast with the current trends and demands. Even small businesses see the
importance of innovation in entrepreneurship.
Innovation Only Tool to Solve Problems
The world is fraught with issues that are hard to solve, but at the same time will continue to demand a solution. And
going by Albert Einstein, we cannot solve problems with the same thinking we used when we created them. Far-
sighted, creative ideas and innovative solutions are required to solve them
Innovation is Driving the Global Entrepreneurship Movement
Both central and state governments across the country are now realizing that entrepreneurship is a vehicle of
economic success and prosperity that can be instrumental in promoting entrepreneurial endeavors through different
schemes and programmes. For example:Modi Government has launched „Make in India‟ programme to develop
entrepreneurship in India.
Advances in Technology is Propelling Innovation
The growing access to free and low-cost online education is encouraging and enabling a yearning for learning and
building an appetite for knowledge to become subject matter experts in respective fields. Armed with knowledge
innovative entrepreneurs and start-ups are flourishing through the internet of things.Moreover, start up
entrepreneurs can join online entrepreneurship development programmes and educate themselves about new
technologies.
Responding to Increasing Customer Expectations
Major changes are necessary to understand customer‟s need, want and expectation as they are now empowered by
the increasingly connected and digitized world. Customer focus has rapidly shifted to receiving the value that
reveals that companies understand and support their lifestyle preferences.For example: Mobile companies are
responding to customer expectations very quickly, we can see new technologies coming up in a very short span of
time.

Making the Most of Globalization Connectivity

Globalization has opened economies nationally and internationally and as a result governments are espousing free-
market economy. Entrepreneurs all over the world are innovating. This is vastly increasing their productive
potential and creating new opportunities for trade and investment internationally.
TRENDS/SOURCES OF INNOVATION IN ENTREPRENEURSHIP SECTOR FOR 2020
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1 Digitisation & Automation:
Adaption of latest technology driven processes was considered as a fancy investment afforded only by bigger
players, until a few years ago. However, going forward, digitisation and automation is going to become an
indispensable part of business operations. Even smaller players and boot-strapped entrepreneurs will be embracing
modern technologies in the coming year.
2. Business Collaborations:
In this era, the consumer is spoilt for choice between Indian and international brands. With the flexibility to access
similar products and services on the online and traditional platforms, entrepreneurs and start-up founders have been
devising methods to combat competition and thrive. This has led to a stronger focus on business collaborations.
3. Mobile Commerce
Modern business seems to have an overarching tenet–get to customers wherever they are. Most people also check
their mobile phones about 58 times a day. Thus, clever entrepreneurs leverage this to their advantage. In fact,
current Amazon trends and programs seem to ensure that businesses with ecommerce will have the upper hand over
those with purely traditional distribution avenues.
4.Social Commerce
Social commerce is a natural progression as ecommerce and social media both become widely used. There are
many species of social commerce from user-curated shopping (like Lyst, The Fancy, Svpply) to group buying (like
Groupon) and from peer recommendations (like Amazon and Yelp) to social network-driven sales (like in
Facebook).
5.The GIG Economy
One way an entrepreneur can leverage this is by creating a “gig scheme” for her business. Gigs are pretty attractive
to people, and entrepreneurs should take advantage of this trend. Companies such as Uber, Airbnb, Lyft, Etsy or
TaskRabbit act as the medium through which the worker is connected to – and ultimately paid by – the consumer.
These companies make it easier for workers to find a quick, temporary job (i.e., a gig), which can include any kind
of work, from a musical performance to fixing a leaky faucet. One of the main differences between a gig and
traditional work arrangements, however, is that a gig is a temporary work engagement, and the worker is paid only
for that specific job.
6. Increasingly Niche Markets
Most people want to be unique. High customer-centricity is the breeding ground for more niche markets. In the
coming years, experts believe that many new niches will become very profitable. Some that are currently trending
will also be discussed in other sections in this article. But here are a few niche markets that are forming and
becoming stronger today: LQBTQ+, gamers, environmentally-conscious people, remote workers, and locals.
7. Diversification
This decade is going to see a new trend of diversification, where entrepreneurs are increasingly opting for multiple
businesses that are not only diversified in nature but are also independent and even drastically separate from the
main business. Apart from honing their business skills, this trend is set to also enrich and offer greater business
opportunity to entrepreneurs. From helping them to tide over a slowdown at an industry or economy level,
diversification also helps gain greater returns, during prosperous times.

8. Corporate Social Responsibility

Entrepreneurs can attract great talents through socially-responsible policies and programs. Today, around 92%
of Millennials prefer buying from ethical brands. That said, the younger generations seem to be more conscious. For
them, it‟s all about ethically-sourced raw materials, better working conditions for employees, gender equality, and
environment-friendly policies.
9. Focus on R&D/ Innovation:
With access to the latest know-how using digital learning and global knowledge exchange platforms, increasing
number of businesses are waking up to the need of continuous learning and innovation. This trend is set to rise, with

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more and more businesses investing time and resources to study, implement, and improve their product and service
offerings, thereby enhancing their growth potential and possibilities for international expansion.
Top Innovative Startups Of 2020
India has the world‟s largest youth population of the world. As per Bloomberg News analysis, “India is likely to
have the world‟s largest workforce by 2027, with a billion people aged between 15 and 64.”
With the help of government of India‟s various startup encouragement programs, Entrepreneurship is growing at a
rapid rate in India. India has achieved the spot of third largest startup base in the world. As per Nasscom, “India will
be home to 10,500 startups by 2020”
1) PikMe(Urban Mobility and Logistics)
Prashant and Prabhat Singh‟s startup PikMe provides location-based logistics and transportation services through its
app, which helps in offering the nearest sources for consumption, rides, shopping, SOS, transit, and marketplace.
The platform uses blockchain tech. Its scalable safety and logistics app is based on a peer-to-peer tech that redefines
urban transport, security, and accessibility.
2) Papers N Parcels
Papers N Parcels is easing intra day courier services in Mumbai with a former banker as its Chief Executive Officer
and also incorporates the famed Dabbawalas of the city to bring about further efficiency in convenient deliverance.
Using a dedicated mobile application for conducting business that delivers some over 1000 parcels per day.
Acknowledged as the Youngest Entrepreneur in the Logistics Sector at the India Maritime Awards soon after the
launch, Mehta sure is a worthy name in the list.
3) Urban Clap
UrbanClap has become India‟s first online service platform. It operates in six cities and works on demand services.
Earlier times, it was difficult to find reliable service providers for home, like carpenters and plumbers etc. But with
Urban Clap this has come as a huge relief.
4) Wow Momo
Wow Momo has become the fastest growing food chain in India. They offer a variety of momos and other Tibetan
dishes. Wow Momo is operating in cities Delhi, Bengaluru, Chennai, Kochi, Noida and Pune.
5) Passiton
This startup is unique in its offerings and in India‟s first free stuff website. It helps you to donate your unwanted
items like, books, clothes, furniture, electronic gadgets to needy people and organizations using them as a platform.
6) TrulyMadly
This startup has successfully built an online platform for the Indian millennials to meet new people. They have
developed a compatibility matching algorithm that shortlists highly compatible matches and makes it easier for
them to meet each other.

7) CashKaro.com
Cashkaro.com is an app that provides its users up to 50% cashback on their online shopping in over 1000 websites
when they shop via CashKaro.com. The cashback is paid to the user‟s bank account in real cash.
8) Inshorts
An online platform for news, Inshorts offers selected news stories of the day in 60 words across 10 news categories.
9) NestAway
NestAway offers furnished homes available for rent without you having to run after brokers or convince the
landlord regarding your character so that they take you in as their tenant. NestAway offers everything from finding,
to move in at the house via their app.
10) EduKart

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This startup provides a platform to the students to look for any courses online and gets them to enroll in degree,
diploma, certificate and entrance coaching courses.
11) Review Your Employee
Deepika Sharma‟s ready to launch platform RYE- Review Your Employee is the perfect HR tool for companies to
complete tasks like documentation, tracking down important events, ex-employee feedback verification, data
management of employees, etc
12) Digital Kangaroos
Sania Gupta‟s startup Digital Kangaroos is a stellar Digital Marketing firm offering omnichannel digital marketing
and web development solutions to its clients. At present, the company serves clients across the US, Canada,
Australia, and India (Delhi, Chandigarh & Ludhiana).
13) QuadB
PEC graduates Litesh Gumber & Bandhul Bansal‟s startup QuadB is providing custom apparel solutions to college
clubs, societies, associations, corporates, and more. QuadB is India‟s first 100% customizable apparel brand and has
worked for industry majors like UberEats, L‟Oreal, Google, Microsoft, JP Morgans, Amazon, Swiggy, and Adobe,
to SME‟s in across northern India.
14) Ethereal
Ayush Dinker‟s media startup or YouTube channel is one of the fastest-growing travel channels that chooses a
unique storytelling technique for his videos. Ayush started his YouTube journey back in 2013 when he turned into a
full-time YouTuber from an engineer. Today, Ayush‟s channel Ethereal has recorded over 4.9million views on its
channel.
15) Rapture Innovation Labs
Navajith & Jagath‟s consumer electronics startup Rapture Innovation Labs has launched its unique range of
headphones, also known as a „new breed‟ of headphones, developed for music enthusiasts and bass heads who wish
for premium audio, and blissful experience.
16) Social Change( Social & IT Services)
Vinay Shindhe, a social entrepreneur, started his startup Social Change to help digitize the social sector & CSR
(Corporate Social Responsibility) infrastructure projects. Some of the most common sections that fall under the
CSR are Health, Poverty, Eradicating Hunger, Safe drinking water, Sanitation, Education for Underprivileged,
Rural Development, Environment, Conservation of Resources, Animal Welfare, Swachh Bharat, Gender Equality,
and Women Empowerment.
17) Life-Bolt Innovation ( Electrical & Electronic Manufacturing)
Akash‟s startup Life-Bolt Innovation aims at providing security solutions enabled by an advanced tech through its
defense device. The firm offers IoT solutions to the Industries currently having clients in the manufacturing and
F&B industry. Its wearable security gadget is easy to carry on the go as the individual travels. It even gives the
accountability on to who is the user, where he/she has used the device, etc.
18) Melodypipers
With his fintech startup RevFin, Sameer Aggarwal aims at providing loans to individuals irrespective of their
education, geography, past credit performance, or language fluency using biometrics, psychometrics, and
gamification as an alternative to banking transactions and credit bureau data
19)Carry Your Bottle( Sustainable Development; Retail)
Carry Your Bottle is a startup launched by SHnato Ram Doultani that aims at making people aware of the severe
damages of single use plastic, providing them with the perfect alternative to plastic bottles- steel and copper bottles.
The firm also promotes the Carry Your Bottle initiative by making more water refill points. The startup wish to
introduce Mobile and Stationary Water ATMs in future.
The Future of Entrepreneurship

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These days, entrepreneurs are everywhere. From Silicon Valley to Sao Palo in Brazil, and from Boston to
Bangalore, starting one‟s own business is indeed the rage among the young and the restless. Moreover, ever since
the Great Recession of 2008, full-time jobs have become scarce and in addition, with the rise of temps and the Gig
Economy ,most professionals are literally and figuratively “on their own”. Apart from this, with the technological
advances wrought about and brought about by the Mobile Computing and the Smartphone Revolution,
Entrepreneurship is the de facto choice for anyone who wants to ride the crest of the “Fourth Industrial Revolution”.
Having said that, it is not always the case that Entrepreneurship is easy or rewarding without much hard work or
even chance and pure grit.Indeed, globally, only two to three out of ten new ventures stand a chance of success and
even among them, only a few actually go on to become the market leaders. Just like in the 1980s and 1990s, for
every Bill Gates or Steve Jobs, there are hundreds and thousands of others who have “bitten the dust” and thus, in
the 21st Century, for every Mark Zuckerberg, there are countless others who are either bankrupt financially or have
abandoned their quest.
Thus, innovation and entrepreneurship is the need of hour and needs to be adopted by one and all business
enterprises. From being a Start-up hub to a breeding ground of innovative entrepreneurs, India is now ready to leap
into the future as a strong global economy with an entrepreneurial streak, effectively battling internal challenges.
References
1. http://smarteconomy.typepad.com/entrepreneurship_and_inno/ How to double and triple the success rate of all entrepreneurs in a
country
2. http://hbswk.hbs.edu/item/6168.html/Do Innovation and Entrepreneurship Have to Be Incompatible with Organization Size?
3. http://creativityandinnovation.blogspot.com/Creativity and Innovation Driving Business - Innovation Index
4. https://www.semanticscholar.org/paper/Innovation-and-entrepreneurship-in-India%3A-jugaad-Prabhu-
Jain/6d73db449afdafa02cc09e6e384bb244c8218f13
5. https://www.academia.edu/11708770/Women_Entrepreneurship_and_Innovations_in_India_An_Exploratory_Study
6. https://www.semanticscholar.org/paper/Innovation-and-entrepreneurship-in-India%3A-jugaad-Prabhu-
Jain/6d73db449afdafa02cc09e6e384bb244c8218f13
7. https://www.researchgate.net/publication/283939931_Innovation_and_entrepreneurship_in_India_Understanding_jugaad
8. https://www.noveloffice.in/blog/top-10-indian-innovative-startups-of-2019/
9. https://www.entrepreneur.com/article/296912
10. https://www.innfinity.in/limitless/young-entrepreneurs-in-india/
11. https://www.asianage.com/business/in-other-news/140120/top-5-trends-in-the-indian-entrepreneurship-sector-for-2020.html
12. https://timesnext.com/startup-india-2020-50-new-best-startups-in-india-for-funding/
13. https://lonelyentrepreneur.com/long-term-business-goals/
14. https://link.springer.com/article/10.1007/s40821-016-0060-6
15. https://www.naco.org/featured-resources/future-work-rise-gig-economy

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DIGITAL MARKETING: A TOOL FOR BUILDING BRAND IMAGE

*
Shivangi
*
Assistant Professor, Department of Commerce, Khalsa College for Women, Civil Lines,
Ludhiana, Punjab, India

Abstract
The new data innovation, Internet and email, have for all intents and purposes eliminated
the physical expenses of interchanges. Digital marketing is that sort of advertising that uses
web and online based advanced advances, for example, work stations, cell phones and other
advanced media and stages to advance items and administrations. The era of 1990’s and
2000’s had changed the manner of promotion and marketing of business and organisations.
Advanced promotions techniques had become popular that were used for creating brand
awareness among the people using TV, mobile phones. The expansion to non-Internet
channels separates advanced promoting from advertising. This exploration paper covers the
powerful advanced showcasing techniques that assists with building brand picture and carry
heaps of chances to the advertiser. There is enormous significance of advanced showcasing
as it brings number of opportunities for the advertiser and aids in making brand
mindfulness. The 4Ps of digital marketing– process, individuals, stage and execution. There
are different elements that impact the s, innovation utilized, quality digital marketing –
audiences , platforms, technology, quality content, substance ,collaborations .This research
paper additionally covers case studies of KFC,Amazon, Make my trip that utilizes idea of
advanced showcasing for advancing their business and building brand image among the
clients and targets crowd.
Keywords: Digital Marketing, 4Ps, Media, brand image
Introduction
Digital marketing is a broad term that includes all marketing channels and methods you can use to promote products
or services on the Internet but also on electronic devices such as TVs, mobile phones and electronic billboards.
Digital marketing has a number of channels and these can be separated into online marketing channels and offline
marketing channels. Nowadays digital marketing is used for the promotion of product and building brand image and
there is huge relevance of it in modern business. There are lots of factors that affect the digital marketing. This
research paper also covers different case studies of popular businesses that uses this concept for promoting their
brand among the people.
Review of Literature
 Aaker, Value Based Management, 2016 Branding is much more than the quality of the product or
service that consumers receive. A brand needs to have something distinguishing about it. Take, for
instance, Starbucks; It has created a buying experience with a linguistic component, where a large coffee is
“Grande” and “venti” means extra-large. It serves the Euro-coffee story for its customers well.
 The article (Goel, 2016) brings to light few factors affecting digital marketing from the marketer’s
perspective. These factors are the target market, channels, technology, content, social media, talent, and
budget. For instance, the firstand foremost factor from the marketer’s point of view is to decide the target
market. Moreover, the content should form an alliance with the interests of the target market.
 Bellman, 2001; Dobie et al, 2001. Customers mostly prefer searching for product information and
thereby, compare alternatives online, but it is seen in most of the cases that they choose the conventional
stores to make the purchases.

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 Efthymios Constantinides, 2008 In today’s digital world the importance of Web 2.0 for building various
marketing strategies has been examined in the paper.
Objectives of the Analysis
1. To know the concept of digital marketing.
2. To understand the relevance of digital marketing in building brand image.
3. To gain more conceptual clarity about various factors that affect the digital marketing.
4. To understand steps involved in the process of effective digital marketing strategy.
RESEARCH METHODOLOGY: This paper is fundamentally logical in nature. The research is exploratory and
secondary in nature. It focuses on Literature reviews, News Papers, Journals, sites, books and the other dependable
sources.
Digital Marketing: Digital marketing is the utilization of the Internet, cell phones, online life, web crawlers, and
different channels to arrive at buyers. Some marketing experts believe advanced advertising to be a totally new
undertaking that requires another method for moving toward clients and better approaches for seeing how clients
carry on contrasted with conventional showcasing. digital marketing is the utilization of the Internet to arrive at
shoppers. Digital marketing is an expansive field, including drawing in clients by means of email, content
showcasing, search stages, online life, and the sky is the limit from there.

SFactors affecting digital marketing: There are different number of factors that effects the trends and popularity
of digital marketing. These are explained as below-
 Audiences: Customers resemble blood to the circulatory arrangement of your business. Along these lines,
while doing advanced advertising, you need to comprehend buyers' necessity. In the interim, check how they
discover your items and administrations and assemble pertinent information for the equivalent through
advanced showcasing procedures. The centre reason for advanced promoting to get you to arrive at your
clients, so centre vigorously around understanding your client.
 Platforms: Based on the stage, a business can sort in an unexpected way, their intended interest group, as
every stage has various tips and devices for doing that. On various stages, computerized promoting has various
capacities Also, the sort of purchasers shifts a great deal, as a result of various attitudes. Furthermore, even
among these two, in the event that we explicitly needed to pick one, it must be versatile application as we
comprehend what a momentous activity top portable application improvement organization are doing today.

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 Technologies: Choosing the best innovation is the correct advance for your business to make progress, and
there are numerous accessible. In any case, picking effectively is generally significant here. Numerous
organizations put resources into gear and administrations to actualize their computerized advertising efforts.
For instance, an organization that needs to do video advertising needs an advanced camera, lights and sound
account gear and the ability to utilize it, or must compensation a studio to deal with the video altering and
recording.
 Quality content: It is very evident from the patterns that substance is the lord of advanced promoting. Your
substance ought to be remarkable and appealing, for example, elite picture, video, site, blog and so on. Content
promoting contributes a lot to improve your buyer transformation and maintenance. Content promoting, from a
relationship and perceivability viewpoint, is straightforwardly answerable for getting your image known among
the majority. What's more, just if the substance has quality, including right utilization of sentence structure, it
will be permitted by the Google calculations to arrive at the majority.
 Inputs and consumptions: Compared to customary promoting, computerized showcasing is less expensive,
simpler and accompanies promptly accessible devices, 24x7. Be that as it may, arranging your financial limit
for advanced advertising is as yet a crucial piece of your computerized showcasing system. An advertiser ought
to do both paid and free battle advancements. On the off chance that on the off chance that you have private
venture firms, at that point pick individuals as needs be, as in focusing on straightforwardly the world class
clients might be an exercise in futility and cash. Be that as it may, not the slightest bit we are debilitating you to
focus on quality clients.
 Customer Interaction: Digital showcasing organizations says 90% of them comprehend their customer
necessity entirely well. Therefore, it is essential to be reliably in contact with your computerized showcasing
office. It can spare you a great deal of time and money.it is an innovative industry that causes organizations to
connect with the possibilities through online mediums. With this headway and more utilization of web based
life, anybody from anyplace can connect with the organization and offer their encounters, recommendations,
message, administrations, gripes, and so forth just with a tick.
Effective Digital Marketing Strategy for Building brand Image: There are lots of steps are involved
and must be followed for creating sound brand image. All these steps are discussed as below
 Define your customer in a new way: Previously, digital marketers collected qualitative and quantitative
information about the target audience that included age, gender, occupation, interests, and location. The
definition of the potential customer has been taken to another level recently, with buyer personas taking over.
Now, the most effective marketing strategies are incomplete without them. Buyer personas are a term used to
describe the ideal customer that can be defined by surveying and contacting the pre-defined target group. To
define your own buyer persona, you can make use of online tools like MakeMyPersona and Persona Creator.

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 Identify goals and tools: Every professional marketer knows how important this stage is. Without goals, the
strategy simply will not work, so defining them is your main task. To make sure that the goals you developed
are suitable, and make them measurable.
 Focus on blogging : Blogging will be important for online marketing in 2017 and far beyond. This key
aspect of the strategy performs some critical functions, including bringing more traffic to your website,
reinforcing social media presence, positioning against other companies and ranking all those long-tail search
queries and keywords. If you have a regularly updated blog that the visitors find useful, it means that your
website will be easily found through the search engines and can be used as a platform for your marketing
campaign.
 Evaluate digital marketing channels: Analyse the digital assets and channels that you are already using,
including website, blog content, social media account, word-of-mouth, native advertising, Google AdWords,
paid advertising and so on. Ask yourself: how effective were they and how they can be used in 2020?It is okay
if your future digital marketing strategy does not incorporate all of these elements, but it sure should use those
that were the most effective in 2019. For example, if a landing page you recently created has been effective in
generating leads, use it again but improve it as much as possible. The same applies to other assets and channels.

 Automate marketing :The report of digital marketing trends from Smart Insights states that marketing
automation will be a huge thing in 2017. In fact, it has been in the top 3 for the last 5 years in terms of trends
and many businesses still have not improved their automation. If your company is among them, make sure you
add marketing automation to your strategy before 2021arrives!
 Make mobile marketing work: According to the aforementioned report from Smart Insights, mobile
marketing has been on the rise in the recent years. However, there are still many opportunities for growing in
the area of smartphone conversions, as these rates were very low in 2016 (Smart Insights). Desktop and tablet
were the most widely used tools for this task so far, so if you are looking for opportunities in mobile marketing,
here is your chance. Review your mobile responsive design and email templates to ensure that you are using
the latest methods and provide only relevant and latest data.
 Make it easy for customers to reach you: Online business is all about connecting with potential
customers, so traffic on your website should be high to ensure positive outcomes. Your digital marketing
strategy therefore should ensure that your leads and visitors are not exerting unnecessary effort to connect with
you. Engaging with your customers is invaluable for your business.
“There’s a lot to be learned from your audience online. You’ll get honest feedback on campaigns and
messaging, for one. Incorporating your fans’ interpretation and opinion of your brand can get you both fresh
content and loyal fans." –Adam Fridman

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 Use the right technology: A marketing effort is wasted if an ineffective or inappropriate technology is used.
For example, email marketing should not be done manually but rather by tools like Vendetta that advance it by
providing sophisticated functions.
 Confirm your differentiators: If your company is not different from your competitors, you should not
expect high profits in 2017. Make sure you change (or reinforce) your difference from the others by talking to
your customers and asking them why they selected your company. Then, fix your existing differentiators if
needed.
 Track your progress: Constant monitoring should be provided to ensure that the strategy is working
effectively. This is done by assigning teams that would deliver this task. Remember to learn from the mistakes
and always find improvement opportunities!
Importance of Digital Marketing: digital Marketing brings lots of avenues not only for big
organisations but also for small business and there is huge relevan ce of digital marketing as it act as tool
for creating brand awareness.
 Better Growth Options for Small business: The importance of digital marketing for business lies in the
option to select your method of marketing as per your budget and reach a wider audience at a lesser cost. Even
a decade back getting your product marketed especially for a small business was a task in itself. They had to
resort to small level methods where the guarantee of success was close to negligible.
 Higher Conversion Rate : The businesses that are opting for digital marketing are able to measure
the conversion rate through real-time using a simple method. That is identifying the percentage of viewers
who get converted into leads and then subscribers and in the end finally purchasing the service or product.
SEO, Social media marketing and Email marketing are methods which have a high conversion rate as they are
able to generate a quick and effective communication channel with the consumer. Surprisingly all the traffic
that you may get on your website may not be fruitful hence digital marketing lets you reach out to only those
who have the need for your kind of service hence offering better lead conversions.
 Establishing Brand Reputation: For any business to survive the one thing that they really need to work
upon is establishing a reputation that is impeccable. In the past few years, it has become evident that customers
will always prefer a company that does not have any scandals associated with it. The importance of Digital
marketing today lies in offering you multiple ways to establish a personal rapport with your customer base.
 Solving Customers Problems: Be it email marketing or social media you can always offer the customer
solutions to their problems and make them relate to your product by even providing live chat access. Your
website and social media page can easily be converted into a place where the consumer can ask queries, give
suggestions and hence take the association with you on a positive level.
 Targeted Audience Approach: Digital marketing benefits you to target your audience farther. There are
higher chances that your audience is spending time on social media platforms such as Twitter, Facebook, etc.
where you can publish an advertisement to gain more engagement with your audience.

 Engagement with Mobile Customers: After Google mobile-first update nearly almost all the websites
these days are made in a manner that they are easily viewable on the mobile as well. This is because almost all
customers have access to a smartphone and most of them even look for products on the same.
 Better ROI for your Investment: While earlier budget allocations were done individually to handle each
kind of marketing medium the situation becomes more progressive now. Even a small level of investment done

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in a mode of email marketing has the potential to deliver results in terms of customer engagement. Using web
analytics helps the business owners know whether your website is providing optimal ROI.
 Expansion of Faith in Your Brand: The presence of your brand and service on multiple platforms gives
the option to customers to rate your services as per their level of experience. A positive and favourable review
left by a satisfied customer causes the new ones to immediately convert. This, in turn, leads to the building up
of the strong image of the brand in the minds of the new consumers hence leading to more conversions.
 Digital marketing is Cost-Effective: A small business needs to save up on its resources before it finally
goes into the green zone and starts making profits. Digital marketing gives you the scope to reach out to many
customers at the same time and that too within your budget. You can plan your marketing strategy such that
you only use modes that lie in your budget. If there is a budget constraint then you should always target your
niche audiences.
 Potential to Earn Higher Revenues: Since the amount of money invested is less and the ROI is more the
scope to make money is much higher. As per a study conducted by IPSOS Hong Kong in accordance with
Google has shown that compared to traditional methods, digital marketing is known to generate 2.8 times more
revenue. This coupled with the fact that the conversion rates here are much high ensure that you are minting
money as soon as you enter the fray.
 Computable Form of Marketing: It is very difficult to track record of success from traditional marketing
but with the use of digital marketing tactics, every step of success is measurable. Digital Marketing works in
real-time as it shows the success of each and every tactic that has been used. Through this, you may choose the
best tactics that show the best results. After that, you can easily make changes in your campaigns to achieve
greater success.
 Expanding Audience Reach: The most important benefits of digital marketing are reaching your audience
to the fullest. Under traditional marketing, you are being bounded by the scope and size of your audience and
print media limits you to certain places and markets.
 Can Start with A Small Budget as Well: Everyone has a budget problem in life therefore many businesses
didn’t promote themselves. But Digital marketing gives you another advantage of promoting your business
with a very small amount. Online marketing benefits small businesses on a large scale with a small investment
amount.
CASE STUDY
Case Study 1: The Ministry of Food Processing (Govt. of India) spread awareness about World Food India
through social media platforms
In 2017, the Ministry of Food Processing Industries which is a ministry of the Government of India was looking for
various ways to promote and spread awareness about World Food India.The Ministry wanted to promote India as
the world’s food factory. They desperately needed a way out where they could interact and raise not only the
awareness about the same but to educate Indians on how India is the largest producer of food and food products,
suffers from an acute shortage of food.India is the fastest-growing economy in the world, yet 40% of its food
production is wasted annually. Therefore, the country especially the youth needed an awakening regarding the same
and World Food Day was the ideal time to start with it.Meantime, The Ministry analyzed that youth is highly
approachable on social media platforms and therefore, they need to look out for innovative digital marketing
strategies to reach them out directly.For the same, they hired a digital marketing agency that designed a creative
marketing strategy that talked about food wastage and how to tackle it. The agency targeted the audience with
creative posts and engaging campaigns with hashtags.

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Results
 4000+ leads generated comprising potential Exhibitors, Investors, Delegates, and other Partners
 3000+ posts created across social media platforms and 4000+ registrations via the website
 100+ million impressions through social media
 Dominated India’s twitter-sphere through 8 successful trending activations
 100 times growth in Twitter followers – from 1400 to 150k during the campaign
 $20 Billion Worth MoUs signed
 #ReduceFoodWastage (Impression generated: 51000000)
 #NoWasteOnMyPlate (Impression generated: 2,0326,113)
 #WarOnFoodWaste (Impression generated: 47988450)
Case Study 2: Make My Trip Hashtag Campaign #DilHaiHindustani
Make My Trip is one of the top-notch travel agencies which is also quite popular on social media platforms. This
company must be followed by all learners as they keep on introducing creative campaigns and offers especially
during festive days. The online travel company used Independence Day as the major event to target the youth by
rewinding the revolutionary efforts for independence. They came up with the #DilHaiHindustani which took the
odyssey of independence from 1857 to 1947. Mangal Pandey agitation, Jallianwala Bagh massacre, non-
cooperation movement, Chandra Sekhar’s Kakori train robbery, and were some people who were featured in it.

Case Study 3: Amazon India the Great Indian Freedom Sale

When it comes to digital marketing campaigns, you can’t ignore e-commerce companies. During the same
independence celebration, the top-hole brand Amazon India went for innovative marketing strategies with goods
ads as well as offers and using them wisely on social media. The campaign we have been talking about can set a

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great example of online marketing campaigns, especially in e-commerce industries. Amazon India’s The Great
Indian Freedom sale organized the contest which involved the fun activities and the contestant got the shopping
vouchers from the company. The campaign was named as #10KeBaadKarenge, in this, the people push their
shopping plans after the 10th of August because of Amazon sale.

Case Study 4: How KFC India Boosted its Social Media Presence with campaigns like ‘Design your own
bucket’, ‘Radio KFC RJ Hunt’ and ‘Currycature’
Social media is the best platform when it comes to boost your online presence and increase the sale of products
within the country. Same has been well followed by KFC which is the famous global restaurant chain brands. It’s
the number one restaurant brand on social media in India. KFC tried many campaigns to increase their online
presence on social media platforms for brand awareness had launched very famous campaigns like Radio KFC RK
Hunt, Design Your Own Bucket campaign and Currycature to target the youth audience by involving mobile apps.
These campaigns helped them to develop their brand awareness as well as increased engagement. When they
started Radio KFC RJ Hunt Campaign, 3000 people around 30 Indian cities participated in the competition. It was
a social media campaign to promote KFC’s brand in-house radio channel where fans recorded their voices over the
internet with the Facebook App and shard their analog radio experience. Especially newcomers wanted to try their
hands over this hunt and decided to took part to collaborate with the famous brand. Similarly, the “Design Your
Own Bucket” campaign was another social media marketing strategy where the participants were asked to create
their own creative KFC buckets. Almost 5500 entries took place in total where the participants came up with their
colourful KFC buckets. Additionally, they have also introduced bucket entries with Sachin’s picture on the KFC
bucket on the day when he retired. Amazing right!

Another innovative KFC’s campaign was “Currycature” where participants have to choose a character with an
ethnic Indian touch and then to upload the pictures. Around 17K Currycatures were made by their fans which gave
them a unique experience with the brand.
Results:
 KFC was featured by Social Baker as among the top 5 socially devoted brands.

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 The overall positive engagement of their Facebook page grew from 6.2% to 93.8% which was thrice to the
sector average.
 KFC was placed among the five fastest-growing social media brands in India.
Conclusion
Digital marketing is a concept of using social media, phones, technology for creating awareness about the brand. It
is used as one of most cost effective and popular tools used for building brand image. there are various that affects
the digital marketing. There is huge relevance of digital marketing as it is beneficial for large as well as small
businesses. This research paper also covers various case studies of different successful businesses that uses digital
marketing for building brand image.
References
1. https://www.smartinsights.com/digital-marketing-strategy/digital-strategy-development/10-reasons-for-digital-marketing-strategy
2. https://www.vendasta.com/blog/10-steps-digital-marketing-strategy
3. https://mobile-app-development-16.webself.net/blog/2017/11/27/top-factors-affecting-digital-marketing2
4. https://www.ethinos.com/blog/5-cost-effective-digital-marketing-strategies-to-boost-brand-awareness/
5. https://www.webfx.com/blog/marketing/importance-of-digital-marketing/
6. https://learningcatalyst.in/digital-marketing-case-studies-india/
7. https://technians.com/blog/benefits-importance-digital-marketing/
8. https://www.investopedia.com/terms/d/digital-marketing.asp

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DIGITAL MARKETING AND SOCIAL MEDIA MARKETING

*
Shweta Bansal
**
Assistant Professor, Department of Vocation, Ramanujan College, University of Delhi,
New Delhi, India

Abstract
With the advent of Technology and the increase in internet penetration, the global market
has gained momentum in the past decade. Markets are shifting their focus from traditional
marketing tools to online marketing tools. According to statista.com, the number of social
media users in India stood at 326.1 million in 2018 and is expected to reach at the level of
447.9 million by 2023. This tremendous growth in the number of social media users is
providing various opportunities to the business. They are now employing effective ways to
target the market via social media platforms like Facebook, Instagram ,YouTube etc and
digital marketing techniques . These platforms are providing enormous scope for marketers
to explore the markets.
This chapter examines the importance of digital marketing and social media marketing on
the various businesses. The scope of these platforms have increased so much that even the
offline businesses are shifting to online Business models .
This chapter also emphasizes the security concerns by the marketers which ranges from
personal data leakage of the customers to the financial frauds .Thus the security concerns
have called for more ethical marketing along with social responsibility by the businesses.
Therefore it is the moral responsibility of the companies to devise all the strategies and
systems that can ensure privacy and security of the data.
Keywords: digital marketing ,social media , security, business models , ethical marketing
Introduction
According to the Global Web Index Social Media Trends 2019 report , digital consumers spend nearly 2.5 hours per
day on social networks and messaging in 2019 .The study was conducted which surveyed 2.78 lakh respondents
across 45 countries out of which 15000 respondents were from India. Indian users on average spend 2.4 hours on
social media.
This Global trend has encouraged the businesses to channelize their marketing efforts and resources from the
traditional marketing towards the digital platforms .Here the role of social media marketing and digital marketing
comes into picture.
Digital marketing
Digital marketing is a form of direct marketing which links consumers with sellers electronically using interactive
technologies like emails, websites, online forums and newsgroups, interactive television, mobile communications
etc. (Kotler and Armstrong, 2009)
In other words, digital marketing refers to the set of all the marketing activities taken by the businesses by using
electronic channels of communication and networks for achieving the objective of earning profits by satisfying the
customers' needs.
Digital marketing is revolutionizing the Global markets. The traditional marketing was focused on mass marketing.
Marketers were also engaged in mass advertising like hoardings, television ads FM ads etc which limited the scope
of customers. Now the scenario has changed, digital marketing is focusing on one to one customer and digital
marketers consider an individual as a market.

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Also with the Global increase in internet penetration and increasing time on internet and social media, the impact of
internet advertising on the consumers can't be ignored
For example a customer can share his good experiences of a brand on Twitter or Facebook which in turn can
create more customers and vice versa.
Difference between traditional marketing and digital marketing

Basis of distinction Traditional marketing Digital marketing

Meaning It is the business process of identifying, Digital marketing refers to the set of all the
anticipating and satisfying customers‟ marketing activities taken by the businesses by
needs and wants. using electronic channels of communication and
networks for achieving the objective of earning
profits by satisfying the customers' needs.

Channels It includes channels like print media It include channels like social media, website, email
,broadcasting media etc marketing, search engine marketing etc

Measurement In traditional marketing campaigns are With the help of various tools like Google Analytics
difficult to measure it is easier to measure the impact of campaigns

Interaction with customers No direct interaction with the customers Direct interaction with the customers via email and
chatbots

Flexibility Traditional marketing methods word were The methods are very flexible, the content can be
rigid i.e once the campaign are launched changed the ads can be revoked once they are
they are difficult to be called back launched

Use of Analytics No use of analytics for analyzing basic Use of analytics tools such as Google Analytics for
trend of customer , transformation rate getting the data on basic trend of customers
,incoming traffic etc. ,transformation rate ,incoming traffic etc.

Advantages of digital marketing

1. Wide coverage - With the help of tools like email marketing ,social media marketing ,Search Engine
Optimization etc it is easy to cover a larger audience base and therefore increasing the scope of the target
market.
2. Flexibility - The marketing plans and strategies under digital marketing are flexible to launch in the market
which means the content the tool etc can be modified.
example if a company launched an advertisement on YouTube as a part of its digital marketing initiative
but it is not getting good response from the customers in that case the company can call back the
advertisement in a very short duration.
3. Better tracking of customers - With the help of traffic oriented tools like Google Analytics which is a free
source can analyze the campaigns with respect to customers data in depth like from where traffic is
coming from , how much traffic is coming , how much time they are spending on the app or website etc.
4. Real time response of the customers - A company can reach to the customers in a very short time via
digital marketing tools and techniques. Likewise the customers can also share their views, experiences etc
in a very short duration with the help of emails, Twitter, YouTube channels etc.
5. Better communication with customers - the companies can better communicate with the customers by
using digital marketing for example the big brands like BigBasket ,Grofers etc are utilizing chatbots to
tackle grievances of the customers ,email marketing to communicate about new offers etc.

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Some tools of digital marketing
1. E-mail marketing - In e-mail marketing, the marketer sends the commercial mail to either the potential or
current customers. The email may relate to informing the customers about the new schemes, offers,
products etc.
2. Affiliate marketing - Affiliate marketing is the process in which commission is earned by an affiliate who
is basically the sales promoter offering third party by promoting its product or service. Therefore for every
sale made by the affiliate he gets the commission on sales. Currently affiliate marketing is vastly taking
place in promoting the various digital products like webinars, online seminars ,online videos etc.
3. Search Engine Optimization - Search engine optimization (SEO) is the process of optimizing your online
content so that a search engine likes to show it as a top result for searches of a certain keyword.
For example : when you type online shopping in search option on Google ,the first website will be shown
can be of Amazon , it is not by chance but the brand has optimized its online content so that search
engines like Google, Yahoo etc can show it at the top.
4. Video marketing - it is a marketing in which a brand creates the videos and use those videos to engage
with customers, to create reputation in the market, to create awareness in the market about various
products and services or to create sales. This kind of marketing can track the customer engagement
therefore it is data driven.
Case: A video was launched by Bajaj Avenger in 2017 and it is one of the impactful Independence Day
video marketing campaigns. Bajaj Avengers released their title of communication on the day of
independence, “#RideyourIndependence,” which delivers the freedom of our country with women's
liberation. The 1.44 minutes video has a great impact with a powerful message ending from Mahatma
Gandhi, “the day women can walk freely on the roads at night, the day we can say that India has achieved
independence.” The social media campaign has already clicked by more than 11 million views on
YouTube channel, more than 5.7 million views on Facebook Channel, and a great impact on all social
media platforms.
5. Influencer marketing- it is the marketing strategy in which a brand takes the help of influential people who
have an impact on the potential customers and arranges marketing activities around these influencers.
Example: Fair & lovely changed the whole scenario with its campaign „confidence at work‟. As a part of
the campaign, they collaborated with beauty bloggers who shared tips on communication, dressing and
confidence and not the skin benefits of using the fairness cream. Their focus has shifted to promoting
confidence rather than superficial beauty like fairness etc.
Social Media Marketing
It is one of the effective tools of marketing which directly hits the target market via social network platforms. The
popular brands like Swiggy, Zomato , Maggi etc are actively using social media platforms specially YouTube
advertisements to attract the customers.
Meaning
Social media marketing is the use of social media platforms and websites to promote a product or service. Some
examples of popular social networking websites over the years are Facebook, Instagram, Twitter, TikTok,LinkedIn
and SnapChat etc .
Features
1. Use of online social platforms - The marketers extensively uses online platforms to enhance their online
presence and to better engage with the customers which are the need of the hour. If the company is not
present in the social platform ecosystem then it can be a huge disadvantage to the company.
2. Real time feedback - The brands can get the real time feedback from the customers and hence the company
can better evaluate their impact of various campaigns.

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3. Convenient mode of communication - Social media platforms provide a convenient source of two way
communication i.e. from company to customers and from customers to company.
For example companies like Hindustan Unilever, ITC etc through their Twitter accounts can easily
communicate with the customers about their new product launches, policies, campaigns, social messages
etc. Likewise customers can also put their reviews on the account.
4. Provides competitive advantage - The brands with the presence on social media are having competitive
advantage than the brands which do not have any social platform presence.
5. Easy to analyze the data - The companies can analyze the data of customers in the form of likes, dislikes,
no. of views , no. of shares , traffic information etc to make better decisions and policies.
6. Inexpensive source by utilizing the free platforms - The marketers can utilize the free source platforms like
Facebook , Instagram , Twitter , Youtube etc for better customer engagement which is a huge advantage in
comparison to traditional marketing.
Social media platforms
1. social networking websites - the marketers are creating the virtual customer communities by creating their
company profiles on various social networking websites such as Facebook, Instagram, Twitter ,LinkedIn
,YouTube etc. Through these platforms not only communication becomes easy but companies try to create
a sense of loyalty among customers as specifically in the e-commerce space the brand loyalty is an issue
and customers are very less loyal they keep on shifting from one brand to another due to high price
sensitivity among Indian customers.
2. Mobile phones - Due to increasing mobile phone internet usage penetration which is the result of low cost
internet data, the companies try to explore the markets through apps and websites on mobile phones.
Case study
“FEVIKWIK TODO NAHI JODO”
The ad was released during ICC World Cup 2015 weeks before India v/s Pakistan match. The ad showcased two
soldiers representing both the nations at the Wagah border for the „Beating Retreat‟ ceremony, until something
unexpected happens. During the act the Indian soldier notices that his Pakistani counterpart has some problem with
his shoe sole. To save his counterpart from embarrassment the Indian soldier uses Fevikwik on his soul and makes
it perfect again.
The ad was aired during world cup 2015 when the sentiments were at an all-time high to support India. After the ad
was uploaded on Fevikwik‟s YouTube channel it crossed a viewership of 9,50,000 views! The brand promoted the
ad with hashtag #TodoNahiJodo.
Risks in digital marketing and social media marketing -
1. Data leakage -FB, Twitter users‟ personal data leaked by malicious apps. According to India‟s
cybersecurity watchdog, CERT-In, user data was being stolen by malicious third party apps using One
Audience and Mobiburn software development kits (SDKs)
2. Hacking - Twitter account of Bollywood megastar Amitabh Bachchan was hacked by Ayyildiz Tim, a pro-
Pakistan Turkish hacker group. The attacker changed the profile pic, cover photo and Twitter bio of Big-
B's account. The profile photo of Mr. Bachchan was changed to that of Pakistan's PM and former cricketer,
Imran Khan. The attacker claimed that it has captured the DMs and important data of the Bollywood star.
The account of Amitabh Bachchan has since been restored and the posts made by the hacker group were
deleted.
3. Content quality - The quality of the content has the direct impact on the reactions of the customers
therefore the marketers should be very careful on the quality of the content.
4. Advertisement frauds - the fraudulent digital advertising is increasing day by day. Therefore the marketer
should be very careful about this menace. According to a recent report by Mobile Marketing Association

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(MMA) Indian Marketers are losing almost 20% of their digital advertising budgets to ad fraud,. However,
the lack of industry standards on digital advertising fraud is a cause for concern in India.
Conclusion
Therefore, from the above discussion it can be concluded that in cyberspace digital marketing and social media
marketing are of utmost importance in today's digital world to the marketers but the marketers should also stress on
the ways to combat the various risks associated with the use of digital marketing and social media platforms.
References
1. fotobubbles.com. (2015, July 29). Retrieved May 2020, from fotobubbles.com: http://fotobubbles.com/2015/07/29/top-10-best-ad-
campaigns-that-won-millions-of-hearts/
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industry/1813979/lite/
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tweets/story/355080.html
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breach/slideshow/72839190.cms
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marketing-in-india/
7. Krishnan, V. B. (2019, August 21). Retrieved May 2020, from The Hindu: https://www.thehindu.com/news/national/how-much-time-
do-indians-spend-on-social-media/article29201363.ece
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seo/%3famp
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marketing-strategies/
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marketing/
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SOCIAL AND MOBILE MARKETING

*
Shweta Dutt
*
Assistant Professor, Khalsa College for women, Civil Lines, Ludhiana, Punjab, India

Abstract
Social media emerged as opportunity for companies to deal with their customers affectively.
The scope is wider as, whether firms have physical or virtual stores, it acts as a tool to
communicate or listen to their customers. Social media has become an inherent part of
integrated communication marketing network. Social media term is connected with
distribution of content by using mobile and online technologies. Using social media in
marketing has broadened the scope. The advancements in these fields act as a new platform
that initiate firms to face the upcoming challenges which not only enables firms to gain profit
but also increase their market size and also build their marketable position thus ensures
survival of firms. With the emerging trends in technology it became convenient for users to
connect with this social media through mobile phones. Most of the users are now relied
upon using mobile phones to communicate and marketers can effectively utilize this to create
awareness among them. Marketers are getting an opportunity to expand their market
through social media and various mobile applications. The main purpose of this paper is to
analyze the various marketing campaigns by companies using social media and their
effectiveness on users. It emphasize on conceptual framework that focus on using effective
marketing strategy that promotes their product. In this technological savvy world companies
are taking advantage of 4E framework to communicate with customers. The main focus is to
build competitive position in the market through innovative ways and to build brand equity.
Key words: Marketing, 4E Framework, Social media, mobile marketing.
Introduction:
Social media and mobile applications have changed the needs of people. Whether people want to socialize,
discover, self express or shop they use mobile applications and social media. When it comes to entertainment one
can access apps for watching videos such as Netflix, Amazon prime, Youtube, Hotstar, Voot. Kindle provides
online reading platform. There are various games available on internet. When it comes to stay connected with
friends we use facebook, snapchat, instagram, twitter. These applications have overcome geographical barriers
through this we can interact with friends, family at any place. Shopping has undergone a tremendous change as
there are various online platforms such as amazon, flipcart, snapdeal and many more. In order to manage oneself
there are several applications such as calendar, clock. In order to manage data there are cloud based data storage
apps such as Google drive and Dropbox. There can be deviations in taste and preference among users that can be
overcome by service provider that are tailored made to their hobbies. With the availability of so many lines
marketers get the option to promote their products through them. Whether through social media or mobile
applications it acts as an opportunity for them to enter into new markets and get the advantage of mass reach. Also
marketers have developed their websites which can also be an effective manner to interact with the consumers.
These channels provide quick and convenient solutions to marketers. Marketers can conduct surveys through social
media sites that enable marketers to launch their offerings timely.
Review of literature
Moreover, Scharl, Dickinger, and Murphy (2005, p. 125) refer to mobile marketing as "the use of a wireless means
to provide consumers personalized information in real time, sensitive to geographical location, which seeks promote
a good, service or idea, bringing benefits to all stakeholders ".More interesting is the fact that have been used at
least four different terms to try to refer to the concept of marketing made through mobile means. Among these are
the following: mobile marketing, mobile advertising, wireless marketing and wireless advertising (Dehkordi et al.,
2012).

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Kaplan and Haenlein (2010) define social media as “a group of Internet based applications that build on the
ideological and technological foundations of Web 2.0, and allow the creation and exchange of user generated
content.” According to Kaplan and Haenlein (2010) web 2.0 is a platform where content is continuously altered by
all operators in a sharing and collaborative way. Web 2.0 is a web based technology which helps to create highly
interactive platforms through which individuals and communities share, co-create, discuss and modify user –
generated content. Social media are the websites which are build upon the technological foundations of web 2.0 that
help a user to create user generated contents that can be shared. This technology allows a user to create and publish
the content on the social media networks. This information can be shared with other members of the social media
website, who are connected with the user. This process is interactive where other members can also respond in
different ways.
A company or business can use the social media to build a community around its products/business. Vibrant
communities create loyalty and encourage discussions, which can contribute towards business development and
improvement. (Taprial, & Kanwar, 2012).
The social media is easily accessible and takes minimal or no costs to use. Social media is easy to use and does not
require any special skills, knowledge to use. (Taprial, & Kanwar, 2012)
Objectives of analysis
The main objectives of the study are as follows:
1. To analyze 4E Framework and its impact on effectiveness of promotions.
2. To analyze the various social media sites and marketing strategies.
3. Various social media campaigns launched by companies.
Research methodology
The paper has been written with the help of secondary data. The secondary data were collected from various
research papers, journals, and books, e-content.
I. 4E Framework:
As compared to the traditional way of selling the product that involves physical stores and promoting products
through radio, television and newspaper, social media is quite a convenient and effective manner. Social media has
expanded the business and created new opportunities.
In order to fulfill the objectives of marketing communication along with the presence of traditional media, social
media has change the thinking process by using 4E framework.
 Excite (stimulate customers through various offers)
 Educate (create awareness about its utility)
 Experience (Assist them to experience products)
 Engage (providing a platform to interact through social networks)
1.1 Excite the customers:
Now a day‟s marketers are using various social media platforms to provoke customers that include mobile
applications, quiz, and games. Organizations are actively social media sites such as facebook, instagram, snapchat
to excite the customers and to provoke them to buy it. In order to achieve this objective firm should use right
strategy that is based on needs of target customer group. For this a firm can use various analytical used based on
web surveys.
To involve customers in the “magic” of Disney, it offers “behind the scenes” tours. These tours are helpful to build
brand image and also initiate customers that represent unseen side of company. Another way to excite the customers
is to give free trials and samples. Various brands conduct quiz and award various offers to winners.
1.2 Educate the customers:
Social media is an effective platform to create awareness about the product. Social media attracts customers and
build awareness. Various media tools such as facebook, instagram, blogging sites, youtube can be used to educate

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the consumers. This can be for potential customers or existing to remind the customers about what they already
know.
Imperial College London launched a visual campaign through Youtube channel to target students to ensure their
enrolment. Their target audience involves students that want to bring change through science. Two minutes video
content encourages the enrolment of students to their institution.
West Virginia University is using attractive snapchat channel to appeal young students. The university provides a
web based platform and students to share their experiences of college life and express their thoughts through
“Takeover Tuesday”. This gives insights to the knowledge of potential students about the environment.
1.3 Experience:
Most of the videos on youtube are funny, entertaining but it can be used to impart knowledge about the products
like how they work, how to use it, what are the benefits and from where we can get those products. These provide
us useful information about the product and its utility.
Sephora, a cosmetic company, has made it easier for customers to experience their products and services through
social media applications. Though instagram, youtube, snapchat they explain what are product‟s constituents, how
to use it and provide easy tutorials. They provide detailed tutorial videos through youtube and facebook.
1.4 Engage the customers:
It is not easy task to engage students on social media. It involves appropriate strategy, understanding your target
audience and to ensure commitment towards their brand. In order to prepare marketing campaign correct analysis of
target audience is must which could help you to reach them. Engage customers is not only related to ensure
participation but also replying them on regular basis. Focus on the audience who respond and try to understand their
positive as well as negative opinions.
In order to make customers loyal to brand, Sephora, use several ways to engage with the customers. It is essential to
obtain customer‟s feedback to improve company‟s position as well as to ensure continuous purchase by customers.
Sephora use various social media channels such as Facebook, Instagram, twitter, Youtube to obtain feedback from
customers where it is easier for them to comment on their post whether positive or negative.
II Social network sites:
Social networking sites are an excellent way to create awareness as well as promote the products by marketers.
People spend most of their time on these sites which can be an advantage for companies to increase their market
size.
2.1 FACEBOOK:
Facebook is one of the most powerful tools in marketing. A business can create its own page through which it can
communicate with existing and potential customers to build brand identity.
Companies post images, content, videos and information. Facebook has around 1.56 billion daily active users. An
average user spends 60 minutes per day on facebook. Customers can actively participate as they can like, share and
comment and also freely express their opinion about liking and disliking about a product.
Land Rover a car brand has been owned by Tata‟s Motors since 2008. In India, company is interacting with
customers through Facebook page which has more than 15 million followers. Through this page they communicate
with their customers and post promotional content and update consumers about their new product‟s launch and its
features. The content covers all those events which a brand is hosting or a part of.
Burger king also used facebook application and launched a marketing campaign. According to this if a user un-
friend 10 friends from facebook, that user will get a coupon for free whopper.
2.2 SNAPCHAT:
Snapchat a picture sharing and chat app has gained popularity among the youth. It allows user to send selfies and
short videos. Brands are just beginning to utilize this platform to advertise their products through sponsored lens,

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filters, live stories advertisements to engage with target audience. Some companies are making their snapchat
accounts and communicating with their customers.
McDonald‟s and Coca-Cola are the first brands to use Snapchat scan that allows users to scan logos and unlock
lenses and content on application. Through this if users can unlock three McDonald‟s and Coca-Cola lenses at the
logo on its packaging. Doritos was one of the companies who introduced exclusively sponsored Snapchat face
filters. The Doritos lens changes the face of user from kitten to tiger when a user opens his mouth and bite Doritos
chips.
2.3 YOUTUBE:
Youtube is a video sharing site where users can upload, view and share videos. The videos can be informational,
entertaining, silly. It is one of the advantageous opportunities that proved to be helpful for companies.
Organizations can communicate with users through their own youtube channels. In the recent scenario the web
world is giving the most convenient options to marketers to advertise their products.
FilterCopy that has around 7.08 million subscribers and Dice Media having 3.32M followers used youtube channels
to launch their web series. Oriflame, a leading cosmetic brand, launched an inspiring marketing campaign through
youtube to educate the girl child.
hp came up with unique marketing campaign with a social message and creatively connected the video to its
product. hp promoted the sale of country made diyas to celebrate Diwali.
Samsung launched marketing campaign ”Sapne Hue Bade” to promote gender equality. This campaign gives a
message that everyone‟s dream is big irrespective of the fact being a girl or boy. Opportunities should be given to
an individual on the basis of merit. There are number of marketing campaigns launched through youtube channels
that not only promoted products but also connected it to bring a change in society for good.
2.4 INSTAGRAM:
Instagram is another social media site that involves post and video sharing features owned by facebook. Users can
upload short videos and photographs.
Adidas, a key fashion figure, launched instagram campaign using hashtag #ORIGINAL. Adidas deals with product
lines of different sports uses influencer that appeal to the target market.
Amazon ran an instagram marketing campaign as a gratitude to users and fan for rating them #1. Through this
campaign they want to thank the users and provided the followers with discount code.
Disney a renowned brand use instagram marketing practices to introduce their latest offerings. Disney got actor
Luke Evans to promote their upcoming movie through instagram. He used to posted images of the whole day at the
time of film‟s premiere. Launching a campaign through influencer proves to be effective strategy to promote their
new offering.
2.5 BLOGS
Blogs are king of thought sharing sites where users can express their thoughts. Two-way communication process
allows marketers to respond to consumers. Blogging is becoming very popular as users can create their own blogs
which is completely free of cost. Companies are including blogging in their marketing strategy. It is convenient for
the companies to create awareness among users regarding their products and services. Corporate blogs are highly
controlled blogs as they have complete control on the content that need to be posted.
 Capitalmind blog owned by Deepak Shenoy related to investment.
 Business Fundas an online business management blog.
 Campaign India blog that covers news and content from digital world, trending topics in digital media,
Advertising Campaigns, Articles on marketing.
III Domino’s Journey:
Domino‟s is one of the leading food service providers across the world. It is famous all over the world and expands
through franchises. In case of marketing Domino‟s used several channels. It launched its website in 1990. 30

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minutes guarantee delivery option has attracted many customers. It created a positive impact on the sales of
company. Domino‟s introduced online and mobile ordering in 2007. A change is observed when company launched
its mobile app in the year 2011. A well planned strategy that proved to be effective. With the emergence of social
media, Domino‟s grabbed the changes and created their presence through social media. It used various social media
sites such as facebook, twitter, instagram and launched various campaigns to grab market share and obtain
competitive advantage in the market.
IV Social Media Campaign
Domino‟s launched one of its most successful marketing campaigns through Twitter to order pizza. This campaign
was a great success as customers had an option to order through Twitter, mobile app and can tweet #EasyOrder or
pizza slice emoji to @ Domino‟s. Further if customers used online mode of placing order they get various coupons
and discounts. Domino‟s use facebook page and update on regular basis and interact with consumers. These posts
are related to customer service, product content and ordering option.
One of the biggest changes can be observed during the Covid-19 period where Domino‟s is continuously creating a
link with consumers and informing them about their availability. They are promoting their product through various
posts and short videos on instagram depicting social distancing and proper sanitation which is the need of hour.
They launched “Zero Contact Delivery” campaign. Also it collaborated with ITC food company Aashirwad to
deliver grocery essentials to customers in selected areas in Delhi NCR through this campaign. In the time of crisis it
keeps on interacting with customers and delivering essentials.
Big brands and social media
 Reebok is also utilizing advantage of social media. They use intagram and facebook to post their latest
collection. Also their youtube channel shows the great content.
 Nike is also utilizing social media marketing. They have a different approach in which they show
inspirational stories of various athletes through social media platforms. Their instagram account consists of
videos of people working on their fitness. They use several filters and their famous hash tags, #justdoit.
 National geographic has also adopted marketing strategy of promotions through social media. Their
instagram account consists of beautiful photographs and informative content. Besides their self generated
content they also post pictures of photographers around the globe.
 Starbucks facebook page is mostly an information provider related to location. They interact with their
audience through their Twitter account. Their instagram page is filled with images and videos.
 Pepsi launched social media campaign “One World together at home” in partnership with Global Citizen.
 Dettol came up with idea #ApniSurakshaApneHaath through instagram in which they are suggesting
preventive measures against NOVEL CORONA VIRUS and also launched #HandWashChallenge.
Conclusion
A powerful tool that not only improves profitability but also enhance market share and builds brand identity. But if
a company wants to gain the advantage of this channel one need to clearly understand the target market and
formulate the strategies accordingly. Whether they want to increase market size by gaining potential customers or
reminding the existing customers need to be considered. The campaign should be planned in such a way that it
should grab the attention of viewers. Once it is launched a company needs to communicate regularly through
images, videos and respond the users timely. There should be proper management of these operations to ensure its
effectiveness. Also results should be reviewed timely in order to check the influence of these promotions.
References
1. Saravanakumar M., SuganthaLakshmi T. (2012) Social Media Marketing. Life Sci Journal
2. Leppäniemi M., Karjaluoto H. (2008), mobile marketing: from marketing strategy to mobile marketing campaign implementation,
International Journal of Mobile Marketing
3. Sashi, C.M. (2012), "Customer engagement, buyer‐seller relationships, and social media", Management Decision,
4. Beaubien, Greg ( 2009), „„Domino‟s YouTube Flap: „A Landmark Event in Crisis Management‟,‟‟ Public Relations Tactics

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5. https://influencermarketinghub.com/social-media-marketing-examples/
6. https://www.hubspot.com/facebook-marketing
7. https://influencermarketinghub.com/top-facebook-ad-agencies/
8. https://www.forbes.com/sites/nelsongranados/2019/09/26/how-to-advertise-in-the-digital-age-follow-the-4-es/#7e1f6dc86191
9. https://econsultancy.com/how-pepsi-uses-facebook-twitter-pinterest-and-google/
10. https://www.giraffesocialmedia.co.uk/dominos-social-media-case-study/
11. https://www.entrepreneur.com/article/310656
12. https://www.gingercup.com/blog/2020/01/
13. https://digitalmarketinginstitute.com/blog/6-shining-examples-of-educators-using-social-media
14. https://econsultancy.com/how-pepsi-uses-facebook-twitter-pinterest-and-google/
15. https://www.cnet.com/news/delete-10-facebook-friends-get-a-free-whopper/ https://bits.blogs.nytimes.com/2009/01/15/whopper-
sacrifice-de-friended-on-facebook/
16. https://www.businessinsider.in/advertising/ad-tech/article/snapchat-ad-format-helped-nykaa-achieve-9x-roi-and-30-hike-in-
ctr/articleshow/72284315.cms
17. https://www.wordstream.com/blog/ws/2017/03/24/best-instagram-marketing-campaigns

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A FEMINIST PERSPECTIVE: ARUNDHATI ROY'S “ THE GOD OF

SMALL THINGS”
*
Sonali Rani
*
Assistant Professor, Dept of English, Master Tara Singh Memorial College, Ludhiana,
Punjab, India

Abstract
The chapter focus on the Feminist Perspective in Arundhati Roy’s maiden novel “The God
of Small Things” to examine the reinforcement of gender roles and inequalities, highlighting
the role of Patriarchy which organizes society into complex relationship based on the
assertion of male supermacy. Arundhati Roy in her novel criticize the male superiority in
different walks of life. The main focus of this article is to highlight the inferiority and
marginalization of females in social canvas because of gender discrimination. Mainly unfolds
the situation of women at different stages treated as impersonal and subjugated object,
victimized because they lack power, wealth and education. Roy depicts her feminist sight
through four women characters: Mammachi, Baby Kochamma, Ammu and Rahel. The
main aim of chapter is to explore the Roy's aspect of post colonial writing which highlight
the predicament of women in conservative, tradition bond and narrow minded society.
Keywords:- Patriarchy, Supermacy, Marginalization, Discrimination, Subjugated,
Education etc.
Introduction
Feminism and Gender bias are relevant themes explored by postmodernists. Feminism always deals with women's
liberation and rights. Arundhati Roy in “The God of small things”, explores the age old customs about women and
exposes that woman can perform the same role with man. She portray the predicament of women through her
female characters. They all are subjugated and subjected to cruelty and inhuman handling. Its aim is to understand
the nature of gender inequality and examine women's social roles, experience and interest while generally providing
a critique of social relation.
The Narrative unfolds the patriarchal society in which men holds the power and considered females inferior through
the characters of Pappachi, Chacko, Mr. Hollick, Babu, Inspector Thomas Mathew. Everyone of them pronounced
the male dominant ideology that she should have no right at anyplace as a daughter, sister, wife or citizen. Roy
depicts the supermacy of these male characters on her five female characters- Alyooty Ammuchi, Mammachi, Baby
Kochama, Ammu and Rahel in relation to their husbands, lovers and significant of all, the social environment
operated by the human unconsciousness emerging from the traditional ideas of life. In order to understand the
patriarchy, the first patriarch who is shown his supermacy over women, Reverend E.John Ipe “Punnyan Kunju”,
whose relationship with his wife is operated by traditional social dictates that makes her face quite hesitant and
nervous in the oil portrait. She acquiesces to the bounty of her domineering husband and reigns as the submissive
companion of generous husband. The patriarch's supermacy unfailingly falls upon his son, Pappachi, whose
hypocritical nature crushes the lives of the members of his family. There is no escape from his clutches and absolute
dependence on him makes Mammachi and her daughter bear the brunt of his meanness which settles like a moth on
the family. The relationship of Pappachi and Mammachi leads to serious repercussions. Pappachi is married to a girl
who is seventeen years younger than him that shows the patriarchal fact of society.
Mammachi takes lesson in violin but when her teacher tells Pappachi that his wife is very talented he does not let
her continue to take lesson. Pappachi cannot and will not stand the fact that people actually might praise her, like
her and give her compliments on her good work. Somewhere in the corner of his heart, there is fear of losing
supermacy over his female companion that hurts his pride. As a family Pappachi and Mammachi have two children,
the son Chacko and the daughter Ammu. Mammachi becomes a successful business woman in their pickle business.

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But the jealousy, hatred goes on as she holds a stronger position than he does. Pappachi results in abuse as he does
not allow himself to be shameful that way and turned into more violent during night time and bangs her pitilessly.
In days as a priest of church, he donates money to orphanages but at night alone with his wife and children turns
into monstrous abully and they were beaten. Without protesting against the chauvinism, she starts exercising her
authority over her daughter and grandchildren with qualms. Simone De Beauoir exposes her aspect against the
condition of women in her classical work “ Second Sex”:
“One is not born a woman but rather becomes woman,
No biological, psychic or economic destiny defines the figure that
The human female take on in society;
It is civilization as a whole that elaborates this intermediary product between
The male and the eunuch that is called feminine”(330)
The narrative highlights the gender bias in curriculum, that is not only disrupting the fundamental right of education
amongst Indian girls but also the absence of support from their respective families responsible for this. It is also
here in the narrative that the family of orientation is formed for Ammu, the female protagonist of this novel.
Ammu's education is also stopped by her parents whereas her brother Chacko has sent to Oxford for higher studies
her father insist her to learn household duties, rather than college education, which would make her marriage easier.
According to him, In households girls are valuable resource for housework. Even Pappachi is educated but he
thinks in educating his daughter is just waste of time and money. Even Reverend. E .john Ipe in the narrative thinks
that Education is considered as a trap for destroying the traits of a perfect bride. He has a sigh of relief in educating
Mammachi because she was no longer in the danger of damaging herself as potential bride.
The other victim of oppression and patriarchy, Baby Kochamma, a typical woman who has willing submission due
to the suppression of the opposite gender in order to merely survive in the family. She has a large contribution in
separation of twins and trauma that wounded Ammu, Estha and Rahel. She had ideals which are not belong to her
but are decided formerly by her father, then her brother. Feminist post colonial theory represent how “she is
subjugated by her brother and father and develops “Anglophilia” and a sneering attitude towards the weaker ones
and feeling no guilt in torturing them.”
When she was eighteen years old, blind by the thirst for freedom, she tries to find an escape route from her father’s
house through falling in love with an Irish Monk named Father Mulligan which could lead to potential marriage and
placing the present male figure other than the family on the seat of savior. But she is only allowed to study
ornamental gardening in United States because her possibility of finding a suitable husband for herself was
improbable. Gradually Baby Kochamma feels insecurity.
She dehumanizes Rahel, Ammu, envies Mammachi and secretly feels inferior to free white woman like Margaret
Kochamma. Ammu has a life which is more scattered than hers but she is not so silence like her. Naturally she
dislike Ammu and her twins and when she has opportunity to ruin them, she does not miss them. The repressed
anger of her unconsummated love and Ammu's daring to step out the territory of history house, led her away from
her natural self. She does not overtly believe in the rights of women as well as subaltern and makes a distinction
between her self-interest and those of other women.
In India marriage and family dominates the life of woman. The primary duty of woman is to subservient loyal to the
husband, his relatives and her children. The primacy roles for the women are still “Marriage” and “ Motherhood”.
No wonder non- solemnization of marriage of Young daughters, separation or divorce is very stressful for the
woman. According to society marriage brings dignity and security to Indian woman. Unmarried status in India is
stigma specially for females. As Simone De Beauoir comments:
“ In marrying, woman receives a piece of world as property;
Legal guaranties protect her from man's caprices;
But she becomes his vassal” (506)

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Through the character of Ammu, Roy mirrors a strong woman living in a patriarchal society that oppresses women.
There are stringent gender roles, with women having a passive role and husband an active dominant role. In fact
Ammu is a victim in the narrative because she is a strong woman who believes in the freedom for women to choose
their own lives. Although she know that she will never be treated as equal to men and society will always be
against her but she tries to free herself from the tyranny of the men in fulfilling her desires, until her life is taken
from her. While Ammu feels like a captive lady, fettered to household chores and dull, mechanical routine. Her
frustration for sudden disruption of education, uncongenial atmosphere at home and lack of a viable alternative
through marriage makes her desperate. She dreams of escaping from the clutches of her ill-mannered father and
long suffering mother. Eventually, she gets a chance when Pappachi agrees to her to spend summer with a distance
aunt who lived in Calcutta.
Ammu does not think about the consequences of her actions, and takes a stand against society's laws. Although
Ammu knows that she as Syrian Christian, should not marry a Hindu, she even does not care about it and she
marries him anyway. She accepts the proposal of a man named Babu in Calcutta, whom she has known so little and
not because she falls in love with him because in a fit of desperation, she thought that anything, anyone to all,
would be better than returning to Ayemenem. Disappointment becomes unbearable when her husband , suspended
from job for being alcoholic and for his boss Mr. Hollick, he bargains by procuring his beautiful wife. But she is
strong woman who is always ready to face the tyrannies of world.
The Point which highlight the status of divorced woman in Indian society in which she has no rights, no values and
treated unfairly after the death of her husband. Even though Ammu knows that it is against the social norms of
Kerala for a woman to divorce her husband, she again breaks the rules and divorces her husband. As she is
divorced, she has only one choice to return to her parents home in Ayemenem, but she is unwelcomed by everyone
in the family and her position in the family is totally worthless because she has made her own choice by marrying a
man in intercommunity, the choice that proves totally wrong,
The Prohibition of inter caste and inter religious marriage are indication of forcible imposition of the male
dominated hierarchical patriarchy rigidly segmenting the whole mankind whether males or females into rival
groups. Ammu carries tragedy in her life by breaking the eventual taboo, by loving a man below her caste named
Velutha and violates the “Love laws” the laws that Arundhati Roy describe
“ The Laws that lay down who should be loved and how and how much ……
however, for practical purposes, in a hopelessly practical world”
She is treated as outcaste and unwanted in her family. Ammu and Velutha has to pay a lot for their clandestine
relationship with each other. Even Ammu is branded as “Vaishya”. Her mother who does not resist her son and
concerned it “Man’s Needs” but when it is came to her daughter, she becomes tyrannical to her daughter's affair. In
the narrative, not only men are responsible for the submission, oppression and humiliation of Ammu but also the
psychology of women characters responsible for destruction of Ammu's life.
The concept of woman against woman reaches full scale in character of Baby Kochamma. Mammachi and Baby
Kochamma both becomes Ammu's active oppressor, seeking to corner her and then drive her to her miserable death.
The male chauvinistic society molds Baby Kochamma's and Mammachi's psyche to a cruel perfection. Baby
Kochamma in stark contradiction to her personal subversion and transgressions of patriarchy and oppressive
structure, she concurs in the repressive actions against Ammu. She is responsible for: Poisoning the minds od
Mammachi and Chacko, concoction of a false case against Velutha which is resulted in beaten to death, tricking the
children into betraying Velutha, advising Chacko to return Estha to his father and forcing Ammu to leave.
Mammachi projects hate on other women that is shown by her indifference to Chacko's sexual relationships with
low caste women. She refuses to acknowledge that her hateful insecurities dictates her emotions and her
expressions towards female relatives. Mammachi's attitude towards her son's relationships with other women
always liberal and forgiving but this attitude does not applied to Ammu, it is obviously because both Ammu and
Chacko are not measured by same standards because of their gender.
Even if woman belongs to high social class, most women throughout history have been enslaved by men. They
could not own property or inherit land and wealth and frequently treated as mere property themselves. Roy is
highlighting how the body of woman becomes a gendered sign of desire and ignominy. The characters of Chacko,

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Mr. Hollick and Inspector Thomas Mathew shows the male chauvinism who wants to fulfill their sexual desires.
Mr. Hollick, the English tea estate manager who employs her husband, bargains with Babu because he wants his
beautiful wife to stay with him. At the Police station when Ammu tries to arrogate under the law by making a
statement at Police station after Velutha's arrest, the Police inspector rejects her statement, even offends her as he
taps her breasts with his baton.
Rahel the younger sufferer among all the female characters, experience ostracism at home and school which
disrupts her normal upbringing. She has a strong personality and revolts against society’s norms; however she is
denied by society, not only because of her mother Ammu’s actions but also because of her own. In a country like
India, where the patriarchal system is very strong, women suffer mentally, physically and sexually. Rahel makes a
fruitful object as her child perspective illuminates the process of social construction, making issues as gender,
traditions and Colonial heritage transparent. Rahel lets twenty three years pass without contacting her brother as
they are described not only as intimated but as Siamese twin souls.
Anuradha Dingwaney Needham calls Rahel “ a particular kind of child. Who become a particular kind of
adult” and suggests that she is represented as relatively unsocialized…. Without friends and caring relatives whose
concerns would draw her into a network of social relations and values that governs those relations”(381). Needham
claims that Rahel present “ a conscious relatively unhampered by dominant society's ideological determinants and
argues that this gives Rahel “relatively open access to and sympathetic identification with, the Subaltern……”. For
Rahel losing Estha is like having a limb cut off or heart. It leaves Rahel drifting, unanchored and new guilt is added
to old one when Ammu dies. In addition , school confirms that Rahel id innately depraved. She despises herself and
grows to believe that she is unlovable and unworthy. The Surrounding adults all suffer from hybrid identities, fake
relationships and the effects of cross cultural interactions so they are not able to give Rahel assurance she needs,
Instead they transfer their own insecurity and rootlessness to Rahel. In tragedy, she losses her cousin Sophie Mol
and sees a man Velutha, whom she loves like a father be beaten to death. Because both Rahel and Estha are born
from intercommunity marriage of their mother they are treated as outcast and unwanted in the family but are only
loved and cared by their mother only. When Ammu dies, on advise of Baby Kochamma, Estha is returned to his
father by Chacko, Rahel is left in the hands of Chacko, Mammachi and Baby Kochamma, who do not care about her
and she is punished for her mother’s mistakes. She is drifted from school to school since she gets expelled for the
reason that she does not know how to behave correctly.
Rahel, in the narrative presents as the character who witnesses the patriarchal system of society in her family, so
she hates the patriarchal norms as she rebels against society. She is expelled from school because of senior girls
repeatedly complaining about her behavior:
“She was accused of hiding behind doors and deliberately colliding with her seniors…
She eventually admitted that she had done it to find out whether breasts hurts..
In that Christian institution, breasts were not acknowledged,
They were not supposed to exist and if they did not could they hurt” (Roy 16)
Rahel does not know how to behave as a girl. She starts smoking which is not allowed for women. She is confident
woman who doesn’t follow the patriarchal society in which men have set all these rules to be able to rule over the
women, women are not supposed to do things those not approved by men. She is married to a man of her own
choice named Larry Mccaslin like her mother but she would not let herself stay in a loveless marriage and leaves
him anyway. Arundhati present Rahel completely original, because as a new comer, she could not rely on pre
existing formulas and thud has to innovate. As Simone De Beauoir points out:
“The Curse on the woman vessel is that she is not allowed to o anything;
So she stubbornly pursues the Impossible quest for being through Narcissism, love or religion;
When is productive and active, she regains her transcendence;
She affirms herself concretely as subject in her project;
She sense her responsibility relative to the goals she pursues

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and to the money and right she appropriate”.(813)
As compared to the previous two generations , Arundhati represents that in this period demonstrates the most
improvement of women as she fights for equality right from her childhood by ignoring social norms. Women in the
novel develops and become braver with each generation. Some of whom try to bring about change through
resistance. These women mount resistance against both local and global inequalities though first kind of resistance
is perhaps stronger.
Conclusion
Arundhati Roy treats some revolutionary concept of Feminism in her novel and highlights how the journey of
women towards quest for identity is full of hardships. The consciousness of marginalized status of women has given
them new outlook towards their “Selves”. We can realize that the male oriented society has restricted the role of the
women and learn how patriarchy gives birth to gender oppression, sexual harassment and even they are denied to
access the education. She highlights the importance of education in women's life to have an equal society. Roy is
successful in points out the yearns of woman for pleasure and happiness in patriarchal society as she develops and
gain courage to challenge man's supermacy.
References
1. Arundhati Roy, The God of Small Things, Delhi, India, India Ink .1997
2. Simone De Beauoir, The Second Sex, first vintage books edition, May, 2011
3. Anuradha Dingwaney Needham “ The Small Voice of History” in Arundhati Roy's, The God of Small Things” Intervention,
International journal of post colonial studies 7.3(2005)-369-391 web 8 Sept 2005
4. K.Sheeba, “Feminism in Arundhati Roy’s, The God of Small Things” vol.111, issue. xxvi, March 2017.
5. A.Hariharasudan, S.Robert Gnanamony. “ Feministic Analysis of Arundhati Roy’s post modern Indian fiction: The God of small
things, Global Journal of Business and Social Science Review, 5(3)159- 164, 2017.

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FORENSIC ACCOUNTING AN ANNIHILATOR TOOL FOR ENDEMIC

ILLS IN BUSINESS: A CONCEPTUAL FRAMEWORK
*
Sonia Dara
*
Assistant Professor Department of Commerce, Khalsa College for women, Ludhiana,
Punjab, India

Abstract
Now a days Business world is changing very fast due to Liberalization, Privatisation and
Globalisation. Competition has been increased. Due to this competition, the business units
are forced to carry out their activities at larger level. These large number of transactions
with large number of people give birth to the white-collar crimes. Generally, when a crime
is happened then Law directs the official of forensic department to see the scam or trace the
persons involved by finger prints etc. Like that the crimes related to the business can also
be traced through proper investigations and inspections. This process is known as Forensic
Accounting. It is an attempt to snuffle out the fraudulent dealing through financial records
of business units. This conceptual paper aims to present concept, needs, and role of forensic
accounting in solving problems of business due to business frauds, crimes, and scandals etc.
Keywords: Liberalization, Privatisation and Globalisation, Forensic Auditing.
Introduction
―Forensic Accounting is the application of accounting principles, theories and discipline to facts or hypotheses at
issues in a legal dispute and encompasses every branch of accounting knowledge‖ according to the American
Institute of Certified Public Accountants (AICPA). Generally when a crime is happened then Law directs the
official of forensic department to see the scam or trace the persons involved by finger prints etc. Like that the
crimes related to the business can also be traced through proper investigations and inspections, This process is
known as Forensic Accounting.
According to the Journal of Forensic Accounting, ―Forensic accounting is sufficiently thorough and complete so
that an accountant, in his/her considered independent professional judgement, can deliver a finding as to accounts,
inventories, or the presentation thereof that is of such quality that it would be sustainable in some adversarial legal
proceeding, or within some judicial or administrative review.‖ The concept of Forensic accounting is different from
old system of accounting as it involves accounting analysis for resolving the problems. So Forensic accounting is
used for Proactive Checkups.
Review of Literature
KPMG‘s Fraud Survey (2003) reveals that more companies are: recently experiencing incidents of fraud than in
prior years; taking measures to combat fraud; and launching new antifraud initiatives and programs in response to
the Sarbanes-Oxley Act of 2002 (KPMG 2003). PricewaterhouseCoopers‘ (PWC) 2003 Global Crime Survey
indicates that 37 percent of respondents in 50 countries reported significant economic crimes with the average loss
per company of $2,199, 930 (PWC 2003). These survey results underscore the importance of forensic accounting
practice and education. Prior research (Rezaee 2002; Crumbley 2001; Peterson and Reider 1999, 2001; Rezaee et al.
1996; Rezaee and Burton 1997) reviews the literature on forensic accounting practices, certifications, and
education. These studies also provide evidence indicating that forensic accounting education has evolved from
being limited, to continuing professional education sessions for practicing accountants, to a current state of being
offered as a credit course by several universities. Buckhoff and Schrader‘s study (2000, 135) finds, ―adding a
forensic accounting course to the accounting curriculum can greatly benefit the three major stakeholders in
accounting education—academic institutions, students, and employers of accounting graduates.‖ 5 Prior related
studies are classified into two groups. The first group consists of studies that examine course syllabi to determine
the coverage of forensic accounting including fraud investigation education. Groomer and Heintz (1994) analyze

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the topics covered in internal auditing courses in the United States and Canada and find that fraud related topics
were taught in more than 31 percent of examined internal auditing courses. Rezaee et al. (1996) examine the
coverage of forensic accounting in the accounting curriculum and find that only a handful of universities offer a
fraud and/or forensic accounting course, and suggest that the accounting curriculum provide a knowledge
acquisition base in forensic accounting as part of curriculum changes in response to the mandated American
Institute of Certified Public Accountants (AICPA) 150-hour accounting program. Peterson and Reider (2001)
review forensic accounting course syllabi of universities and analyze the level of course offering, learning
objectives, content of forensic accounting courses, and course requirements. Studies in this group provide
information on a small sample of universities that are already offering forensic accounting and/or fraud
investigation courses. These studies address only the ―supply side‖ of the equation in the sense that they provide
information on what is being taught or what academicians feel are important forensic accounting topics. We review
a sample of 21 universities that are currently offering forensic accounting related courses and have their syllabi
available online. 5 These syllabi and other related prior studies were reviewed in designing the survey instrument.
Table 1 presents a summary of forensic accounting course descriptions, objectives, and assignments and other
requirements. The three most important course objectives specified in the reviewed syllabi are: (1) providing
education on pervasiveness of and the cause of fraud and white-collar crime; (2) exploring methods of fraud
detection, 6 investigation and prevention; and (3) obtaining insight on fraud prevention and identifying weaknesses
in internal control systems. The second group of prior research consists of survey studies of practitioners and/or
academicians regarding fraud investigation and/or forensic accounting courses and topics. Rezaee and Burton
(1997) conclude that the demand for forensic accounting services and education will continue to increase, and that
practicing Certified Fraud Examiners (CFEs) favor offering a separate forensic accounting course whereas
academicians prefer integrating forensic accounting topics throughout existing accounting courses. Buckhoff and
Schrader (2000) find that the majority of responding institutions indicated that offering a course in forensic
accounting is only slightly important to their accounting program. Rezaee (2002) conducts a survey of a small
sample of undergraduate and graduate accounting students and finds that responding students believed forensic
accounting offers rewarding career opportunities, yet forensic accounting education is not getting adequate attention
in the accounting curriculum and should be further promoted in colleges and universities. Many of these studies
provide information on the ―demand side,‖ the views of students and practitioners on the importance and delivery of
forensic accounting. Thus, forensic accounting coverage in today‘s accounting curricula is not well defined. This
study focuses on both the supply and demand sides of forensic accounting education, and attempts to provide
information that may be useful for faculty and universities considering offering a course in forensic accounting in
light of most recent changes in the business environment and the accounting profession. New insights from both
practitioners and academicians should be useful, as many accounting programs throughout the nation began to offer
forensic accounting related courses to provide a better understanding of this emerging area 7 of accounting practice.
This study contributes to the literature on forensic accounting by: shedding light on the increasing importance of
forensic accounting in the business and academic communities post-Enron, Andersen, and other reported financial
scandals; presenting new evidence from a sample of academicians and practicing CPAs regarding the emphasis on
forensic accounting education and practice; and analyzing the opinions obtained from both academicians and
practitioners pertaining to the new interest in forensic accounting and the everchanging priorities in the key forensic
accounting issues and topics, which set the future direction and role of forensic accounting education.
Needs for Forensic Accounting
Today the complicated nature of modern fraud has driven the growth of forensic accounting. In a recent survey of
AICPA has witnessed an impressive 20 percent increase in demand in recent years. Other reason for adoption of
forensic accounting is failure of present audit system to trace the managerial system‘s errors. Unethical
management of concerns leads the help of forensic accounting. Forensic accounting helps to preserve the fairness of
financial transactions and financial statements.
Strategy for Forensic Accounting
Strategy used under forensic accounting has basically four interlinked components to curb and combat frauds,
which are given below:

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Detection Deterrence

Prevention Response

Fraud Prevention Methods:

The main aim of preventive measures is to reduce opportunity and remove temptations from potential offenders. It
includes the introduction of policies that control and activities such as training and fraud awareness. Frauds can not
be fully eliminated, but the chances of occurrence of those ills can be reduced to some extent. This can be achieved
by following methods:
Creation and development of sound ethical culture.
Provide fraud risk training and awareness to people concerned.
Formation of sound internal control system
Selection of qualified and expert persons as employees.

Fraud Detection Methods:

The Fraud detection ensures the occurrence of frauds in timely manner. The method of detection of frauds involves
analytical and other methods like internal and external tip –off, Whistle blowing, Law enforcement investigation,
Change of personnel, Transfer of personnel, Internal and External audit, Corporate security, Risk management and
Forensic audit .
Forensic Audit
The concept of forensic audit involves an examination of evidence regarding an assertion to determine its
correspondence to established criteria carried out in a manner suitable to the court.
Difference between Statutory Audit and Forensic Audit

Sr. No. Basis Statutory Audit Forensic Audit

1. Objectives Express opinion as to ―true & fair view‖ presentation Whether any fraud taken place in
books
2. Techniques Substantive and Compliance procedure Investigation, Substantive and depth
checking
3. Period Normally for accounting period No such time limit

Tools and Techniques of forensic audit

Benchmarking:- Comparing one financial records or overall business unit performance or performance of one cost
centre with another.
Ratio analysis:- Used to identify abnormal trends and changes.

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System analysis:- To identify any weakness in system.
Specialist software
Exception Reporting:- That generates automatic reports.
Characteristics and skills of forensic auditor: -
General Skills for Forensic Audit
Knowledge of entity‘s business and legal environment
Awareness of computer assisted audit procedure
Innovative approach and skeptic of routine audit practices
Areas of Speciality Needed
Financial Statement misrepresentations
Fraud prevention, detection and response
Family laws
Computer forensic analysis
Valuation
THE BENEFITS OF FORENSIC ACCOUNTING: Forensic accounting represents the only realistic approach to
gaining a deeper understanding of what‘s going on behind the scenes in a financial capacity. As such, for any
business with an interest in minimising losses and maximising revenues, it is an invaluable specialism.The primary
benefits of quality forensic accountancy include:
1 –Minimised Losses: The primary benefit of strong forensic accounting is the way in which it can help minimise
and prevent unnecessary loss. Fraudulent activity and general financial discrepancies cost the business community
extraordinary sums of money, every hour of every day. The forensic accountant ensures this isn‘t allowed to
happen.
2 – Improved Efficiency: Forensic accountants play a key role in examining and investigating current financial
processes and standards, which can help in the identification of more effective and efficient solutions. The whole
process is one of detecting problems and areas of improvement for the benefit of the business.
3 – Reduced Exploitation Risk: By proactively patching any obvious ‗gaps‘ in current financial operational
standards, the forensic accountant can ensure that risk of future exploitation is significantly reduced. It‘s a case of
protecting the best interests of the business before fraudulent activity can take place.
4 – Avoidance of Legal Problems: Dealing with instances of fraud (internal or external) can be spectacularly
disruptive and costly for the business. In an ideal situation, forensic accountancy can be used to avoid such
scenarios from ever occurring by both preventing fraudulent activity and nipping any problems detected in the bud.
5 - Improved Brand Reputation and Authority: A brand that leaves itself wide open to manipulation and fraud is a
brand that is very difficult to respect, trust and work with. Fraud can do the kind of reputational damage that is
borderline impossible to repair – hence the importance of thorough and ongoing forensic accountancy.
LIMITATIONS OF FORENSIC ACCOUNTING The main limitations of forensic accounting are as under:
It takes a lot of time.
Forensic accounting is never easy. It requires accountants to go through every piece of document to ensure that their
investigation is complete and that they‘ll uncover every evidence that will solve the case. This can take many days
and can even stretch to many weeks or months, depending on the magnitude of the case, the size of the organization
involved, and the number of documents to review.

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It can be expensive.
Because of the lengthy period of time needed, forensic accounting can turn out to be expensive. This isn‘t a problem
for huge corporations that have more than enough funds, but it can be an issue for smaller businesses that have
limited budgets.
It can be distracting.
Forensic accounting can cause a distraction among employees, particularly when outside accountants are brought
in. The process can disrupt the staff‘s normal routine and cause their productivity and efficiency to suffer.
It can affect employee morale.
Forensic accounting can cause employees to feel like their integrity is doubted, which can lead to lower staff
morale. It‘s the responsibility of managers and business owners to make their people understand that forensic
accounting is done not as a sign of distrust but as a way to improve business efficiency.
These are some of the advantages and disadvantages of forensic accounting. Weigh these first to know whether
you‘d get forensic accounting services or not.
Conclusion
Every business unit requires fraud prevention, but the level of protection varies with the size of units. So for the
elimination of business ills, adoption of forensic accounting is necessary. Forensic Accounting is an attempt to
snuffle out the fraudulent dealing through financial records of business units. There is also a great scope for
Forensic accounting in investigation at the time of mergers, amalgamation and acquisition. Forensic Accounting is
the right tool to prevent and cure the entities from the financial and other ills.
References
1. CIMA, (2002), Fraud Risk Management: A Guide to Good Practice.
2. Dr. Chattopadhyaya. P., “Forensic Accounting”, the Management Accounting, March 2003.
3. Ernest and Young, (2003, “Fraud, the unmanaged Risk” www.ey.com
4. Kimon Louvaris and Joel Siegel, “Forensic Accounting:Investigative Problems and Methodologies”, The Management Accountant,
April 2006, Vol.41, No. 4
5. www.pricewatercoppers.com
6. Rezaee, Z., & Burton, E. J. (1997). Forensic Accounting Education: Insights from Academicians and Certified Fraud Examiner
Practitioners. Managerial Auditing Journal, 12 (9), 479-489.
7. http://dx.doi.org/10.1108/02686909710185206. Stanbury, J., & Paley-Menzies, C. (2010). Forensic Futurama: Why Forensic
Accounting Is Evolving.
8. Retrievedfromhttp://Www.Aicpa.Org/Publications/Newsletters/Aicpacpainsider/2010/Jun28/Pages/Fo rensicfuturamawhyfore
Nsicaccountingisevolving.Aspx
9. Wolfe, D. T., & Hermanson, D. R. (2004). The Fraud Diamond: Considering the Four Elements of Fraud, The CPA Journal
December. Zahra, S. A., Priem, R. L., & Rasheed, A. A. (2005).
10. The Antecedents and Consequences of Top Management Fraud. Journal of Management, 31 (6) 803-828.
11. http://dx.doi.org/10.1177/0149206305279598
12. Peterson, B. K., & Reider, B. P. (1999). Fraud Education of Accounting Students: A Survey of Accounting Educators. The National
Accounting Journal, 23-30.
13. Peterson, B. K., & Reider, B. P. (2001). An Examination of Forensic Accounting Courses: Content and Learning Activi-ties. Journal
of Forensic Accounting, 2 (1), 25-42.

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GENDER PERCEPTION TOWARDS BRANDED GOODS IN CONTEXT

TO END OF SEASON SALE
*
Sonia Sharma
*
Assistant Professor, PG Dept. of Commerce & Business Management, Arya College,
Ludhiana, Punjab, India

Abstract
Clearance Sales have evolved as one of the strongest tools in the hands of the marketers in
the recent time. On one hand these clearance sales slashes the prices printed on the product
and on the same hand the product is tended to be sold before the fashion vanishes. At the
same hand, the retailers wish to sale the goods in the same season and tend to find an official
reason to sell excess goods in the market. With the change in time, the concept of clearance
sale is changed into “End of Season Sale” or EoSS.
In the study, the perception of customers is tended to be studied in regard to end of the
season sale. It is pertinent to mention here is that this study is confined to branded apparels
and footwear only. The gender perspective is studied to find the disparity in perception to
buy the branded apparels and footwear at end of the season sale.
Keywords- Clearance sales, End of Season Sale, EoSS, Perception, Gender disparity
Introduction
India is a vast and diversified country. Also, it is the second most populous country on the globe. This leads to
enriched diversification and the advent of consumerism in the modern marketing era. The process of recognition,
establishment and survival for the marketing firms has posed a real challenge in the contemporary marketing. Cut
throat competition due to magnetic attracting factors add to the fuss and mess for these firms which ultimately ends
with a concrete policy making and implementation. ―You have either to excel, else perish‖. Indian marketing
scenario has witnessed a remarkable and rapid transformation especially during the last two decades or so. From the
economy where majority of income was intended to be saved and major chunk of it was assumed to be spent on the
bare necessities, has surpassed and overlapped with the lavish life style of the modern customer.
Emergence of middle class and increase in number of earners in the family of it, is an additive flavor to the changed
or evolved marketing in Indian scenario. Paper money is replaced with the plastic and electronic money. Of course,
the emergence and development of organized retail sector and recent developments therein especially in the form of
malls, super markets etc is now a sort of addiction to the new purchasers. We have witnessed a favorable number of
GDP, per capita income, disposable income and so but we have a great influence of the demonstration effect from
the west.
Another thing which leads to adoptability of this topic relates to the new emerged purchasing habits of the
customers especially in the context of branded goods, more particular in apparels and footwear. The consumer
surplus so enjoyed depicts the basic human nature of saving and inclination to purchase the dearer in cheaper rates.
This might also be a reason to develop a certain marketing policy by the marketers. It is an old saying that when a
child learns crawling, he starts roaming from room to room in the house but when he knows to step up to walk, he
clinches neighbors houses. This is how, if we have grown economically, however due to many factors & reasons,
we obviously switch to the options to purchase and the things get revolutionized if the variety both vertically and
horizontally precedes the behavior. Of course, inclination towards banded goods is seen as a normal scenario.
The flare-up of cyber space and the confrontation of the people to internet at a large to a young country like ours
have added the feature to the modern marketing in the form of e-marketing.
End of the season sale has seen an outburst response in both physical as well as online marketing. There is another
facet of end of the season sale which is pertinent to mention here is that over a past few years, it has emerged as a
strong marketing tool. Talking in context of the orthodox pricing strategies of the marketing mix and other

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promotional strategies as well, it is indeed evolved as a strong composition of both especially in context of Indian
market. It is followed by developed countries too in the light of above discussion.
End of season sale is a feeder of the dynamic customer‘s preference and accordingly determines the perceptions in
the light of fashion, availability in the next purchase time, use postponance, consumer surplus, buying behavior,
brand preferences and affordability on the customer‘s end and stock clearance, working capital management,
storage and warehousing cost, change in fashion on the marketer‘s end.
Customer perception defined
Customer perception is defined as the marketing concept which encompasses a customer‘s awareness, impression,
inclination and/or consciousness about the products offered to him in the market. Business Dictionary defines that it
typically influences customer behavior which gets influenced by advertising, reviews, public relations, social media,
personal experiences and other channels.
Sale defined
The arrangement of these four alphabets has a magnetic power to get even the tightest fisted shopper to indulge. It
may be a motivation, influence or might be a demonstration effect or a reflex action of a typical human psyche. It
has a charm of excitement of its own time both for the seller and the buyer and has a tendency to influence a typical
type of consumer and buying behavior.
Branded Goods defined
Branding is the art and cornerstone of marketing (Kotler,2003). A brand is defined as a specific name, symbol or
design – or, more usually some combination of these- that is used to distinguish a particular seller‘s product
(Doyle,2002). It may be something to distinguish one producer from another. The word brand is derived from the
old Norse word ‗brandr‘ which means to burn, usually a mark to distinguish a livestock from other of its kind. Also,
a potter would identify his pots by putting mark like a thumbprint into the wet clay on the bottom of the pot and the
potter would expect customers to seek out those products which carried his mark (Interbrand, 1990). Today with a
considerable change over a time, there is an increase in modern and sophisticated branding of both tangibles and
intangibles (Sankar,2003).
End of the Season Sale
EoSS may be defined as a sale in which a shop intends / offers to sell the unsold stock of spring, summer, autumn
or winter at the end of each particular season at a reduced price. Cambridge University Press defines it an
―occasion‖ when clothes or other goods relating to a particular season are sold at a lower price than usual. It has the
following features:
# It is a retailing concept
# Only retailer, not manufacturer is involved
# Price cuts is the key feature
# Indian markets witness EoSS in all weather change but prominently succeeding summers and winters.
Cambridge Business English Dictionary explains end of the season sale as ―relating to the end of a period of
time when particularclothes, products, etc. are sold in shops‖. Prices are reduced by up to 75 percent in our end-of-
season sale. The storesells end-of-season stock at heavilydiscountedprices. It is an occasion when clothes or other
goodsrelating to a particular season are sold at a lowerprice than usual ( http://dictionary.cambridge .org / dictionary
/ english/ end-of-season).Financial Times describes it a sale in which a shop sells unsold stock of spring, summer,
autumn, or winter clothing at the end of each particular season at a reduced price
(lexicon.ft.com/Term?term=end_of_season-sale)
Modern set up of the society
The society in India is displaying a typical feature of its own. The reason is the obvious. It may be the largest
composition of the society is ―Young India‖ or it is the picture behind the ―typical service sector economy‖ what
India is today when one looks at the composition of GDP of India. Women are developing as the entrepreneurs or

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are holding the same positions what only males were supposed to be. Thus males and females are walking hand in
hand in around every sphere of life. Emergence of middle class has increased the number of earners in the family.
Also, the postponance of old age especially in the cities is a prominent factor influencing the gender perception to
buy the branded goods. Eventually, the EoSS is holding its meaning in the same line.
Need of the Study
No concentrated study on the topic chosen is available/found in libraries and on web. Few factors influencing
buying behavior during sales are discussed by some authors but customer perception is still an untouched area.
Studies have not found the disparity in gender behavior especially at EoSS.
The study will give a new direction to the marketers‘ thought in regard to EoSS. It will open up the avenues to
target the customers before planning EoSS rather than the contemporary clearance sale concept followed just only
competitors has opted. Moreover, the generation is really a very sharp generation and definitely if is a teacher to its
immediate predecessors. The girls and boys are showing a different buying behavior because they have their own
perception for their shopping. There is a significant change in previous marketing theories.
Objective of the study
The study is undertaken to consider the gender disparity in regard to perception about branded goods with reference
to end of season sale.
Scope of the Study
1. The study covers the premises of branded apparels/garments and footwear only
2. Both male and female brands are considered
3. The respondents are both working and non-working. Students are also considered
4. The study is a buyer centric study
5. Only physical market is taken into account for the purpose
6. The study considers the respondents from Urban Areas only
7. The popular unisex brands like United Colors of Benetton, Woodland Tommy, Wills, Arrow,
BlackBerry‘s, Adidas, Reebok are taken into consideration.
8. Only two seasons are taken into account ie. Summer and Winter for studing End of Season Sale (EoSS).
Research Methodology
 The study was conducted in Urban areas only. Thus the universe is the residents of the cities of Ludhiana,
Jalandhar , Patiala and Chandigarh only.The solution to the research problem is intended to be found by
collecting Primary data in form of responses of 500 Structured Questionnaires framed in such a way that
the non parametric test can be applied. Normality of data is checked before finding out the results for the
problem.

 Use of IT is a predominant for the analysis part. The data is analyzed by using SPSS software . Mann-
Whitney Test is applied.
 The convenience sampling method was used.
Hypothesis
H0: There is no significant difference in gender‘s perception towards branded goods during EoSS
Analysis and Interpretation
For the solution to the problem, the questionnaire was divided on the basis of Economic, Social and Psychological
factors. Economic factors include discounts, savings, disposable income etc, Social factors involve social image,

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status, attitude, recognition, looks, consonance with fashion, gifts etc. and the Psychological factors include
postponance of use, offers, lapse of offer, arrangement of routine to visit EoSS , expectation, brand image, fashion,
materialism , uniqueness etc.
The age groups undertaken for the study ranged from 18-67 bifercated in 5 catagories. Continuing, the respondents
were catagorised on the basis of their occupation and educational qualifications.
The first segment of data analysis includes exporting the responses to MS Excel in order to code it. Then these
coded responses are exported to SPSS for analyzing the data.
Before the analysis of data and analyzing the research problem, it is essential to analyse the internal consistency of
the questionnaire. For the same, the economic, psychological and social factors are studied. For this research the
internal consistency of these factors were measured using Cronbach‘s Alpha. The internal consistency is used to
measure the correlation of responses between different questions of the questionnaire. Cronbach‘s Alpha (>0.7) is
considered as the reliable parameter to measure the internal consistency of the questionnaire with multiple items.
For this research, the Cronbach‘s Alpha was calculated for all the factors which came out to be 0.7986 which is
greater than the rule of 0.7, thus making the questionnaire reliable. All the factors individually don‘t have
Cronbach‘s Alpha > 0.7.

VARIABLE Cronbach‘s Alpha

Economic Factors 0.797
Social Factors 0.599
Psychological Factors 0.770

Test of Normality
To analyze the descriptive statistics, test of normality is applied using Shapiro-Wilk Test. Depending on the
normality or the deviations from it, statistical tests on the different groups are carried out. The p-Value shows the
significance level and for p<_ 0.05, the null hypothesis is rejected and for the p-Value>_ 0.05, the null hypothesis is
accepted. The summary of all the results of the test of normality for all the factors based on Shapiro-Wilk is
presented in the table given below:
Tests of Normality table
Tests of Normality
Kolmogorov-Smirnov Shapiro-Wilk
Statistic df p-value Statistic Df p-value
Economic Factors .056 500 .001** .988 500 .001** Deviated
Social Factors .076 500 .0001** .990 500 .001** Deviated
Deviated
Psychological Factors .085 500 .0001** .963 500 .0001**

Maan-Whitney Test and Kruskal-Wallis Tests for all the factors are displayed as below:
Gender
Mann-Whitney Test
Mann-
Gender N Mean Rank Sum of Ranks p-value
Whitney U (z)
Male 263 253.83 66757.00 .543 .587
Economic Factors
Female 237 246.81 58493.00
Male 263 253.92 66781.00 .559 .576
Social Factors
Female 237 246.70 58469.00
Male 263 243.44 64026.00 1.151 .250
Psychological
Female 237 258.33 61224.00
Factors

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1. The Maan-Whitney Test shows that there is no statistical significant difference of perception about
economic factors among male and female respondents with mean rank of 253.83 and 246.81 respectively
(u. = 0.543, p= 0.587)
2. There is no significant difference of perception about social factors among male and female respondents
with mean rank 253.92 & 246.70 respectively where the µ= 0.55 and p= 0.576
3. There is a significant difference in perception of psychological factors as the values have turned up like
mean rank 246.7 and 243.44 but µ = 1.151 and p= 0.25

Age
Age N Mean Rank Kruskal Wallis p-value
>20 47 168.97 23.119 .0001**
20-30 169 273.62
30-40 142 261.51
Economic Factors
40-50 79 253.27
50-60 45 227.33
>=60 18 205.17
>20 47 173.57 26.491 .0001**
20-30 169 275.04
30-40 142 248.72
Social Factors
40-50 79 279.11
50-60 45 214.06
>=60 18 200.56
>20 47 180.65 27.424 .0001**
20-30 169 265.73
30-40 142 254.69

Psychological Factors 40-50 79 286.44

50-60 45 229.86
>=60 18 150.72

The Mann-Whitney test shows that there is significant difference in Age groups and Economic factors influencing
perception towards EoSS with mean rank 168.97 , 273.62, 261.51,253.27, 227.33, 205.17 respectively for the age
group > 20, 20-30, 30-40, 40-50, 50-60, >=60 ( Kruskal Wallis 23.119 and p- value .0001
The Mann-Whitney test shows that there is significant difference in Age groups and Social factors influencing
perception towards EoSS with mean rank 173.57, 275.04, 248.72, 279.11, 214.06, 200.56 respectively for the age
group > 20, 20-30, 30-40, 40-50, 50-60, >=60 ( Kruskal Wallis 26.491 and p- value .0001
The Mann-Whitney test shows that there is significant difference in Age groups and Economic factors influencing
perception towards EoSS with mean rank 180.65, 265.73,254.69, 286.44, 229.86, 150.72 respectively for the age
group > 20, 20-30, 30-40, 40-50, 50-60, >=60 ( Kruskal Wallis 27.424 and p- value .0001

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Income

Income N Mean Rank Kruskal Wallis p-value

0-2 96 238.01 6.367 .095
2-5 146 274.67
Economic Factors
5-10 176 246.01
>10 82 231.74
0-2 96 242.98 9.519 .023*
2-5 146 277.77
Social Factors
5-10 176 246.61
>10 82 219.09
0-2 96 249.69 1.333 .721
2-5 146 250.02
Psychological Factors
5-10 176 258.13
>10 82 235.92

The Mann-Whitney test shows that there is no significant difference in Income groups and Eonomic factors
influencing perception towards EoSS with mean rank 238.01,274.67,246.01,231.74 respectively for the income
group 0-2, 2-5, 5-10, >10 ( Kruskal Wallis 6.367 and p- value .095)
The Mann-Whitney test shows that there is significant difference in Income groups and Social factors influencing
perception towards EoSS with mean rank 242.98, 277.77, 246.61,219.09 respectively for the income group 0-2, 2-
5, 5-10, >10 ( Kruskal Wallis 9.519 and p- value .023)
The Mann-Whitney test shows that there is no significant difference in Income groups and Psychological factors
influencing perception towards EoSS with mean rank 249.69, 250.02, 258.13, 235.92 respectively for the income
group 0-2, 2-5, 5-10, >10 ( Kruskal Wallis 1.3333and p- value .721)
Occupation
Occupation N Mean Rank Kruskal Wallis p-value
Service 216 248.04 14.891 .011*
Business 110 259.05
Professional 22 275.52
Economic Factors
Self Employed 40 271.83
Student 88 210.16
Other 24 322.90
Service 216 241.96 15.595 .008**
Business 110 283.15
Professional 22 272.64
Social Factors
Self Employed 40 280.03
Student 88 210.04
Other 24 256.56
Service 216 247.63 16.425 .006**
Business 110 264.14
Psychological Professional 22 207.18
Factors Self Employed 40 274.66
Student 88 217.94
Other 24 332.67

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 New Horizons in Commerce, IT & Social Sciences
The Mann-Whitney test shows that there is significant difference in Occupation and Economic factors influencing
perception towards EoSS with mean rank 248.04, 259.05, 275.52, 271.83, 210.16, 322.90 respectively for the
service, business, professional, self employed, student, others ( Kruskal Wallis 14.891and p- value .011)
The Mann-Whitney test shows that there is significant difference in Occupation and Social factors influencing
perception towards EoSS with mean rank 241.96, 283.15, 272.64, 280.03, 210.04 respectively for the service,
business, professional, self employed, student, others ( Kruskal Wallis 15.595 and p- value .008)
The Mann-Whitney test shows that there is significant difference in Occupation and Psychological factors
influencing perception towards EoSS with mean rank 247.63, 264.14, 207.18, 274.66, 217.94, 332.67 respectively
for the service, business, professional, self employed, student, others ( Kruskal Wallis 16.425and p- value .006)

Education
Education N Mean Rank Kruskal Wallis p-value
Matric 22 237.34 14.061 .003**
Higher Secondary 78 199.79
Economic Factors
Graduate 168 273.38
Post Graduate 232 252.23
Matric 22 260.68 11.922 .008**
Higher Secondary 78 204.72
Social Factors
Graduate 168 272.47
Post Graduate 232 249.02
Matric 22 245.55 9.767 .021*
Psychological Higher Secondary 78 204.07
Factors Graduate 168 259.46
Post Graduate 232 260.09

The Mann-Whitney test shows that there is significant difference in Education and Economic factors influencing
perception towards EoSS with mean rank 237.34, 199.79, 273.38, 252.23 respectively for the matric, higher
secondary, Graduate and post graduate customers ( Kruskal Wallis 14.061and p- value .003)
The Mann-Whitney test shows that there is significant difference in Education and Social factors influencing
perception towards EoSS with mean rank 260.68, 204.72, 272.47, 249.02 respectively for the matric, higher
secondary, Graduate and post graduate customers ( Kruskal Wallis 11.922and p- value .008)
The Mann-Whitney test shows that there is significant difference in Education and Psychological factors
influencing perception towards EoSS with mean rank 245.55, 204.07, 259.46, 260.09 respectively for the matric,
higher secondary, Graduate and post graduate customers ( Kruskal Wallis 9.767 and p- value .021)
Conclusion
The study revealed that there is a strong inclination towards EoSS in regard to a specific category when data was
analysed. It can be said that this study will surely help the marketers to develop better and innovative marketing
strategies to include more and more people to EoSS if they wish to reap more profits in future.
References
1. Jafar Ikbal Laskar and Haidar Abbas, Consumer Perception of Branded Garments in Indian Apparel Industry, Journal of Business
Administration and Management Sciences Research Vol. 3(6), pp. 101-105, June, 2014 . ISSN 2315-8727
2. Syed Ahamed.S& Dr.A. Ravi, A Study on Consumer Behaviour towards Branded Garments among Male Shoppers,International
Journal of Business and Management Invention , ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X, www.ijbmi.org , Volume
5 Issue 5 , May. 2016 ,PP—45-49

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 New Horizons in Commerce, IT & Social Sciences
3. M.Shek Meeran, dr. D. Ranjitham, Customers Buying Attitude Towards
Branded Apparel on Showrooms at Tirunelveli Dist,Tamilnadu
INDIAN JOURNAL OF APPLIED RESEARCHVolume : 6 ,Issue : 2 , FEBRUARY 2016 , ISSN - 2249-555X
4. Khare, A. & Rakesh,S. , ― Predictors of fashion clothing involvement among Indian youth”,
received (in revised form): 16th August 2010 Journal of Targeting, Measurement and Analysis forMarketing Vol. 18, 3/4, 209–220
5. Awng Di SIU THE: SOM-MBA-2007-04, consumers‘ perceptions toward retail stores comparing between superstores and family-run
stores in Bangkok
6. Parul Mittal &Sandeep Aggarwal, Consumer Perception Toward Branded Garments:A Study of Jaipur, IJRFM Volume 2, Issue 2
(February 2012) ISSN: 2231-5985

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 New Horizons in Commerce, IT & Social Sciences

TEACHING AND WORK ETHICS

*
Sumeet Kaur
*
Assistant Professor, P.G.Department of Commerce and Management, Goswami Ganesh
Dutta S.D. College, Chandigarh, India

Abstract
Teaching profession is considered as a noble and respectful profession in our country. The
destiny and improvement of the kingdom relies upon teacher; what and how he/she teaches
to the students who're going to be the nation builders. Ethics is a collection of ethical
requirements by using which absolutely everyone is guided in his professional or personal
lifestyles. In this paper, the ethics a teacher must have has been discussed. Ethical
standards in education today are important in holding the profession accountable and
signifying the professional as one who conforms to the acceptable professional standards of
conduct. Good work ethics includes a positive attitude with all work initiatives, being
organised to go the extra mile to get matters done, developing a work environment where
awesome teamwork can flourish and having the capacity to inspire the best
performance standards from others.
Keywords: Ethics, Teaching, Ethical standards, Care, Trust, Respect, Integrity.
Introduction
Teaching is considered as a noble profession. The student relies or believes more on his/her teacher than his/her
parents. Teacher or instructor is a true guide for a student. No wonder that personality of a teacher is of crucial
importance; furthermore, some teachers turn into extremely important people for the complete life due to the impact
they make while teaching us. It is good if this impact is positive and brings motivation for students, but, it
sometimes happens that teachers manage to spoil not only temper of a student but intrude into internal world,
leaving unpleasant vestige there. That is why the statement that, "What the teacher is, is more important than what
he teaches", expressed by Karl Menninger is really truthful.
Due to the fact a teacher is entrusted not only with educating students however also with helping them grow and
develop as human beings, the effective and powerful teacher must be not only skillful at promoting learning, but
also a model of moral conduct. Students examine from more than the trainer's prepared and organised lessons; they
also study and learn from observing a teacher's behavior. As an example, if the teacher believes that fostering
democratic values within the classroom but unintentionally allows students to raise no voice in decision-making, the
hidden curriculum is honestly teaching or providing the values of an autocracy. If a teacher stresses the significance
of ethical conduct to students then engages in unethical behavior, this is another example of the hidden curriculum,
of unintended teaching. Teachers are observed very intently scrutinized by students for many hours each day. And
for all students, teachers may be revered and respected and seem larger than life.
Work ethics suggests a set of dignified principles put into practice by the academics. They are the valuable tactics
and strategies which are exhibited and enforced by teachers in relation to the scholars, colleagues, community and
to oneself, to produce a profound impact on strategy of education.
In modern times of recent globalisation, though scientific and technological developments are unimaginatively
progressing, the character and conduct of the Individual, Society, Teacher and Students are at the low ebb and are
very unsatisfactory in major parts of our country. Ethics essentially is a science of discrimination between the right
and the wrong.
Conduct and character improvement should be an necessary part of considering the fact that instructors are the
makers of history and it's far those teachers who put together the destiny responsible citizens of our country. The

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academics of India have to clear up to undertake the expert ethics of everyday dealing with the ones concerned. To
make the human relationship sacred, worthy, fruitful and efficient work or professional ethics is a must.
Training and Ethics are intently allied with each other and there is a need for developing techniques to promote
moral and ethical standards among teaching communities and is a global challenge. It is a moral duty of a teacher to
be ethical and teach and train in a very fruitful way. In this paper, the ethics that a teacher should have has been
discussed.
Review of Literature
A review of existing available literature was done. Some important studies related to teaching and work ethics have
been discussed as follows:-
Goel Urmila and Goel Shruti (2013), highlighted that teaching profession has been degenerating over a period of
time from its high ideals and ethical values to the level of merely any other service oriented vocation as that of a
mechanic; a trader etc. From the Gurukul system to the present Mc Caulay system of education, however, the
discernment of the society on teachers seem did not change. Later they concluded that teaching is now a profession
rather than a passion and thus there is a paradigm shift in the perception of teachers.
Shelly and Jain Kusum (2012), examined that educated persons would display civilized behavior, decency, good
manners and ethical conduct, on the other hand, uneducated persons would display uncivilized behavior and mostly
crimes were committed by them. However, with a huge expansion of the education system, there is a marked
decline in the characters, moral values. The study also found that today most of the crimes are committed by
students coming out of schools and colleges and well-educated people. The study further highlighted that in most of
the educational institutions, there is lack of emphasis on the concept of human development and nation building
process. Their emphasis instead is on moneymaking and materialism. This has resulted in the gradual decline of
values among people. It is high time to identify the major causes of declining ethical values in Indian education
system. The present study discussed on the probable causes of ethical deterioration i.e. corruption, privatization,
absence of teacher, undue political interference etc. The study concluded that the only way to arrest this decline is in
providing value-orientation in Indian educational system. In India, it is necessary to increase ethical values,
philosophical thinking, study, research and moral development in education system.
Kumar Rajeev (2014), pointed out that Ethics refer to standards for determining levels of goodness or desirability.
Ethics are generally loaded with affective thoughts about ideas, objects, behavior etc. Ethical education is ingrained
in every tradition of Indian culture. The ultimate good of human society is the good of all. Value education is rooted
in Indian philosophy and culture. The author also discussed about the Vedas and Upanishads which are the source
of inspiration and are full of ethical and value education. Ethical education is important at every point of life. The
central task of value based education is to develop men of goodwill who do not cheat, or steal, or kill; universal
individuals who value as one both self and mankind. Education, as a social venture, a mediator between a past that
is to be conveyed and a future that is to be prepared, presents tension on the one hand between socialization and
conservatism, while on the other, is an interpreter, constructor and diffuser of meanings.
Singh Hardeep and Singh Bikram Pal (2013), discussed about ethics that an effective teaching should have; a
teacher should have. The methodology used in this study was based on secondary data – journals, case studies,
books, magazines, research papers etc. The study was also somehow based on the primary data which have been
obtained from some teachers of engineering colleges of Amritsar (Punjab) with personal interaction. This study
concluded that ethics is an essential parameter for teaching excellence.
Objectives of the Study
The present study is based on the following objectives:-
1. To elaborate the ethical standards for the teaching profession.
2. To discuss the code of work ethics in Teaching.
3. To give suggestive measures for inculcating ethical concerns amongst the Teachers.

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Meaning of Teaching
Teaching is the only major occupation of man for which we have not yet developed tools that make an average
person capable of competence and performance. In teaching we rely on the “naturals,” the ones who somehow
know how to teach......(Peter Drucker).
Teaching is that which results in learning. Teaching is the process of carrying out those activities that experience
has shown to be powerful and effective in getting students to learn and analyze. It is undertaking positive moral
tasks or activities the intention of which is to induce gaining knowledge of. Teaching profession is a body of erudite
knowledge, a set of attitudes and a method that is applied to the service of mankind via an educated group.
Meaning and Definition of Ethics
Ethics can be defined as, “The principles of conduct governing us as individual professionals as well as our
particular group or discipline” (Wheeler & Richey, 2009).
Ethics is a branch of philosophy that deals with the morality; the word ethic has been derived from the greek word
„ethos‟ which means character. Aristotle became one of the first awesome philosophers to define the ethics. To him,
ethics turned into more than a moral, religious or legal concept. To decide what is ethically good for the individual
and for the society, it is necessary to posses the virtues of sensible awareness, practical wisdom, temperance,
courage and justice.
Ethics are moral guidelines which govern good behavior. So behaving ethically is doing what is morally right.
Ethics are about what is right and what is wrong. Ethics is very much concerned with the teaching profession at any
level. It plays a totally vital role in bringing excellence in teaching career. Moral practice is core of teaching
profession. The future of the student lies in the hands of the teacher or instructor and that of nation in the hands of
the student who are going to hold numerous responsibilities of the nation/country.
Ethics is composed of two things. First, ethics refers to well based standards of right and wrong that prescribe what
humans have to do, usually in terms of rights, duties, benefits to society, fairness, or unique virtues. Moral
requirements additionally encompass people who enjoin virtues of honesty, compassion, and loyalty. And, moral
standards consist of standards regarding rights, which includes the right to life, the right to freedom from harm or
injury, and the right to privacy. Such standards are adequate requirements of ethics because they are supported by
regular or consistent and well founded reasons. Secondly, ethics refers to have a look at the development of one‟s
ethical standards. As stated above, feelings, legal guidelines, and social norms can deviate from what is ethical. So
it is vital to constantly take a look at one‟s standards to ensure that they are reasonable, well-founded and nicely
based.
Work ethics is the concept of understanding what is right and what is wrong in our professional life. This means
taking the correct actions and nonetheless following what you trust to. Work ethics is the system of moral standards
by which one uses in the line of work or his career. It is the behavior that is above board.
Ethical Standards for the Teaching Profession
The various ethical standards needed for the teaching profession are as follows:-
1. Care: Care is the utmost ethical standard which consists of compassion, acceptance, interest and insight
for developing students‟ potential. To build positive influence, professional judgment and empathy in
practice, teachers ought to express their dedication and commitment to students‟ well-being.
2. Respect: Intrinsic to the ethical standard of respect are trust and fair-mindedness. Teachers should honor
human dignity, emotional well being and cognitive improvement. In their professional practice, they have
to admire for religious and cultural values, social justice, confidentiality, freedom, democracy and the
environment.
3. Trust: Trust embodies equity, fairness, openness and honesty. Teachers‟ professional relationships with
their colleagues, parents, guardians, public and students are totally based on trust.

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4. Integrity: Honesty, reliability and ethical action are embodied in the ethical standard of Integrity. A
teacher should exercise integrity in their professional commitments, obligations and responsibilities.
The Code of Work Ethics in Teaching
The following are the some of the code of work ethics in teaching:-
1. A teacher should perform his duty and manage its affairs with proper dedication, dignity and commitment.
2. A teacher should do continuous study and research for his or her professional growth.
3. In order to increase the knowledge and to be upgraded, a teacher should participate in the expert
conferences, seminars, meetings and so forth.
4. A teacher should perform profession duties assigned by the college and the university such as checking
application forms, counseling of the students or doing supervising duties during examinations.
5. A teacher should participate in co-curricular, extra-curricular or extension activities including community
service.
6. A teacher should respect the dignity of the student for his/her expression or putting up the opinion.
7. In order to meet the individual needs of the students, a teacher should recognize the capabilities and
aptitude level of the students.
8. A teacher should motivate students to contribute towards community welfare which will help in
developing their overall personalities.
9. A teacher should be available beyond their classrooms to help, motivate and guide them to become a good
human being.
10. A teacher should co-operate with the higher authorities for framing policies for the betterment of the
institution.
11. A teacher should refrain from undertaking any other employment or commitment.
12. A teacher should take part in activities which are conducive for the progress of the society and a country as
a whole.
Suggestions
The following suggestive measures can be taken for inculcating ethical concerns amongst teachers:-
1. Teachers should be encouraged to be professionally competent and ethically conscious.
2. All Institutions must urge their teachers to keep in mind the ultimate goal of education, and
encourage them to make themselves more equipped and to be more diligent in pursuing them. Such
institutions, desirous of doing so, ought to continuously be involved in carrying out workshops,
seminars and symposia. Live examples or illustrations of unethical behaviours can be demonstrated
along with the strategies to resolve them.
3. In order to resolve unethical issues, a Committee should be formed by the institution which can
receive anonymous or confidential data about ethical problems that have emerged in their
organisation and be made available beyond operating hours, to resolve ethical dilemmas.
4. For the inculcation of professional ethics, different orientation programmes, workshops, seminars
and faculty development programmes should be organized. It will help in building up of ethics like
self-control, loyalty, dedication, commitment and self-discipline.
5. Teachers act as a role model to students, therefore they should highlight the importance of
professional ethics amongst them.
6. A teacher should also inculcate values by demonstrating live examples of day to day activities.
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7. As visionary leaders, the higher authorities should always guide and motivate teachers to work
ethically.
Conclusion
Teachers always hold an honorable and influential position in our society. Related to this honor and influence
comes a huge duty and an immense responsibility. In this paper, the importance of ethics that bring excellence in
teaching has been discussed. In order to build a strong nation, the need of the hour is to build ethics in a teacher as
they are role model for their students. It is a global challenge and a big concern since major parts of world
communities are witnessing racial discrimination, terrorism, regional hatred, value deterioration and hence, it is
every ones responsibility to highlight the importance of ethical requirements of teachers in particular because
education along with ethics brings out vital changes in personalities, communities and in the whole universe
promoting world peace and universal brotherhood. The growing complexities and erosions of basic and essential
values within the society have resulted to the need of having value education but also include professional ethics in
teacher education. Commitment is very vital in any profession as to emerge that profession a success. The declining
of ethical or moral values in education system will provide upward thrust to unskilled professionals and
undisciplined students. So, it is far important to increase ethical values, philosophical thinking, study, research and
overall moral development in the education system.
References
1. Goel Urmila and Goel Shruti (2013). Professional Ethics and Commitment towards Teaching profession: Need of the Hour,
International Indexed & Refereed Research Journal, Aug-Oct, Vol-V, Issue- 47-49.
2. Shelly and Jain Kusum (2012). Declining Ethical Values in Indian Education System, Journal of Education and Practice, Vol-3,
No.12.
3. Kumar Rajeev (2014). Professional Ethics in Teacher Education: Need and Importance, Darpan International Refereed Journal,
January, Vol-1, Issue-8.
4. Bowden Peter and Smythe Vanya (2008). Theories on Teaching & Training in Ethics, Electronic Journal of Business Ethics and
Organization Studies, Vol. 13, No. 2.
5. Singh Hardeep and Singh Bikram Pal (2013). Ethics: An Essential Parameter for Excellence in Teaching, Indian Journal of Applied
Research, January, Vol.3, Issue- 1kram Pal Singh
6. H.R. Jayamma and Sumangala N. (2012). Professional Ethics in Teaching Community: Strategies to Promote Ethical Standards – A
Global Concern, International Journal of Education and Information Studies, Vol. 2, pp. 15-18.
7. Piquemal Nathalie (2004).Teachers‟ Ethical Responsibilities in a Diverse Society, Canadian Journal of Educational Administration
and Policy, July 1, Issue .32.
8. Rotunda Ronald D. (2007).Teaching Professional Responsibilty and Ethics, St. Louis University Law Journal, Vol. 51, No. 4,pp.
1223-1233.
9. Schneider Andrea Kupfer (2012).Teaching a New Negotiation Skills Paradigm, Washington University Journal of Law & Policy,
Volume 39.

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KANIAVALLY RIVER DRAINAGE PROJECT AND THIRUVANKULAM

MURI RYOT DISPUTE; TRAVANCORE AND COCHIN, DIPLOMACY
IN SOUTHERN INDIA: AN ANALYSIS
*
Suresh j
*
Assistant Professor, Department of History, University College, Thiruvanathapuram,
Kerala University, Kerala, India

Abstract
The ryots owning lands in the villages of Thekkumbhagom, Nadarnel, Thiruvankulam,
Kureekad and Kanayannur Villages of Cochin- Kanayannur Taluk adjoining the
Aykaranad of Travancore have been petitioning to evolve a suitable scheme ensuring proper
drainage and successful cultivation of their lands. The Travancore ryots in these localities
had possessed lands to be laboring under similar disadvantages .The Cochin government is
proposed to open a new drainage channel in two distinct sections. The alignments are
marked extract from the report of the Chief Engineer of the Cochin state to the Dewan of
Travancore State describing the lands, their situation and embodying the works
recommended on the preliminary investigations. The low lying lands are chiefly of classifies
kariniloms’ and ‘ punch niloms.’
Key words: Dewan niloms, parambas., chira, Orippoo,Aar, Vallam
Introduction
The land and water cannot be separated under any circumstance. The world civilizations had emerged on the banks
of various rivers. This fact is very applicable even in Travancore and Cochin culture. The river water and land had
served as a bone of contention between States. The Thiruvankulam Muri is located on the border of Travancore and
Cochin. The encroachments and sharing of river water had caused certain differences and disputes. An attempt to
establish domination over Kaniavally River Drainage project led to certain disputes. These disputes, though
continued for a long period of time, might be settled amicably.
Scope and relevance of study
Regarding the Travancore and Cochin relations several attempts of interpreting data were made in relation to the
topic. Only primary sources are used for this study .But no in-depth study had been made. So it covers a wide scope
and relevance having various realms. It will enrich the acquaintance in relation to both the states. It is the model to
settle the minor dispute over land and water.
Features of paddy land and climate
The karinilom are the swamp lying between sandy ridges in the backwater areas and are used for a special kind of
paddy cultivation. The soil is saturated with saline matter and is of soft black alluvial description with a very small
admixture of fine dark sand and much mica. The fields are subject to the influx of salt water and can only being
cultivated daring the heavy rains of the south-west monsoon.iThe ‘ punch a niloms are chiefly crop niloms situated
at a lower level than the adjoining lands and are surrounded by elevated parambas. Rain water naturally finds its
way into these fields and stagnates in them from May June Edavom to Vrisehigom November December and unless
properly dealt with turns the land sour.ii
The rain-fall is very heavy and is fairly regular as to time and quantity usually averaging 128 inches annually most
of which falls between the 1st of June and 10th of September, 50 inches usually fall in the months of June and July,
and it is these rains that over flood the lands. Seeds are generally sown in the ‘kari’ niloms during the early part of
the south-west monsoon and frequently before the plants are sufficiently grown, the lands are flooded. iii As there is
no proper system of regulating this properly at present, crops are often ruined owing to the plant being drowned.

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In the case of the ‘puncha’ niloms the ryots have to wait for the water to be drained off considerably before they can
start agricultural operations and as the fields lie flooded from Edavom to Vrisehigom, crops can be raised in them
only between Vrisehigom and Medom April May. iv These lands lie on either side of the Kaniavally River and on the
western border of the eastern river which forms the boundary between Travancore and Cochin.
The eastern river runs south to north and has a total catchment area of about 21 miles and it is the only drainage
channel for the low lying niloms covering some 747.73 acre, on the north side of the river in the Thiruvankulam,
Kureekad and Kanayannur villages.v In addition to the above area, this eastern river has to drain an area of about
200 acre of similar low lying lands in the Travancore State.
Geographical Area and Rivers
The Kaniavally River runs north to south beginning at the Vettu Velichira on the north and entering the Travancore
State to the south. Like the eastern river the Kaniavally river also has to drain about 100 acres of land in Travancore
State in addition to about 750’84 acres in Cochin. In short, this is the only means through which the low lying lands
on either side of it, both in Travancore and Cochin, can be drained. vi Past experience has conclusively proved that
these two rivers are inadequate themselves, for the drainage of the above lands, and the result is that a major portion
of about 1800 acres of low lying lands lie under water for an unduly long period each year. These lands therefore
must have some direct opening into the backwater whereby they can be easily and effectively drained and the crops
soured against inundation.
Apart from the evil of inundation as explained above, the lands are also liable to the influx of Saltwater. But this is
successfully overcome by the annual putting up of the Kaniavally, Karingo, and Vettu Velichiras along the
Kaniavally river by the Cochin Darbar and also by the putting up of a chira in the Eastern river by the Travancore
and Cochin ryots conjointly and Immediately after the north-east monsoon.
By the two sections of division of land, the first section, which has a bottom width of 30 ft. side slopes 1 to 1 and
fair of 1 ft. per mile, is to run through the Thiruvankulam village and connects the eastern river with the Kaniavaily
River. The second section, which should have a bottom width of 50 feet and side slope 1 to 1 and fall of 2 feet per
mile, is to run through the Thekkumbhagom village and connects the Kaniavall River with the backwater on the
west.
The Lands on the western border of the Eastern river is to an extent of 747. 73 acres and similar lands in the
Travancore State covering about 200 acres will be directly drained into the Kaniavally river, but this will only be
efficient when the 2nd section is also opened up is estimated to cost Rs. 57,300.vii This alone, when opened, will be
benefiting the Cochin lands. On the eastern side of the Kaniavally river in the villages of Thiruvankulam and
Kureekad and all similar lands on the other side of the river in the villages of Section 1 is estimated to cost about
Rs, 42,400. By the opening up of this channel, all the low lying Cochin Thekkumbhagom and Nadamel to a total
extent of 750*84 acres in Cochin and 100 acres in Travancore. Besides ensuring the satisfactory drainage
contemplated, the canals will, when completed, to be very useful for navigation purposes also. viii By the government
analysis the Section No. 1, cross the Thiruvankulam road, while section No. 2 will cut the Udayamperur road where
the bridges with sufficient headways for navigation purposes will be constructed.” The total cost of the scheme
outlined comes roughly to Rs. 1, 07,200. Since an area of about 300 acres in the Travancore territory will be
benefitted by opening the two sections, ix It good enough to scheme commends itself to the Travancore and if so
whether they are willing to contribute towards the cost of the original works proposed as well as that of annual
maintenance that may be required in proportion to the area benefit ted by the scheme.
Arguments of Travancore
The Travancore government inspected the line of the channel proposed by the Cochin Government and the lands
proposed to be benefited. They met the ryots of Cochin and Travancore interested in the works. Before giving a
final reply to the Cochin Government they would be advisable to clear up the following points which are obscure.
The lands in the valley of the Eastern or Mamalay River proposed to be benefited are they all Punja lands the lands
on which anti monsoon crops are sown in November and December after the North-east monsoon and reaped before
the South-west monsoon. Such lands are shown as Medom April May Orippoo in Travancore Settlement register
and the area of such lands in the valley In Travancore is 134.91 acres. x More over there is no Travancore lands in
Konath or Kaniavalli valley above Kaniavalli chira on the boundary between the States to the south of the proposed
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land out. Lands below that chira are not beneficially affected by the proposals.
On the other hand any monsoon crop lands in the Eastern river valley are proposed to be benefited, has the point
been considered whether at the time these lands want drainage. The lands in Kaniavalli or Konath river valley will
be under crop and may not be able to stand any floods river . xi The designs contemplate a regulator at the head of
the cut from the Eastern River. Without a regulator the floods are cut off at times when Kaniavalli lands cannot
flood. With a regulator navigation to be carried out it contemplated that any lands in the valley of the eastern river
cultivated as Punja or anti-monsoon crop will be changed to monsoon crop in single or double by reason of more
efficient drainage.
Before the cut made it seems to be essential that the drainage of lands in Kaniavalli valley is assured. The Cochin
Government therefore agreeable to carry out the works in that valley by the joint proposals made in Cochin Dewan
.xii The area of Travancore lands benefited in the valley of the eastern river 200 acres as stated in the Cochin
Dewan’s letter seems to be excessive. There are no Travancore lands in the Kaniavalli valley beneficially affected.
By this the average assessment on the Cochin lands proposed to be benefited these lands to bear additional to the
Cochin Government propose to levy any cess at all. xiii
Drainage Cut from Mamala River to the Back water proposed by the Cochin Government.
The executive engineer inspected the lands in Cochin and Travancore affected by the drainage project proposed by
the Cochin state as also the line to the cut from the upper or Eastern River to the lower or western river and thence
to the backwater. The Upper or Eastern River is the stream at the termination of our Western Frontier road where
there is the bridge on our frontier.xiv The lands in Travancore that are expected to be benefited by the project are low
lying lands in the valley of this stream. This stream flows from the above bridge northwards and joins the
Kadamparaiar and there mixes with water from a branch of the Periyar. The water then turns southwards and flows
by Thrippnnithura into the head of the Vembanad Lake nearly due west of Mamala. The drainage is thus very
inefficient. What is thought by the Cochin Government is to make a direct cut from near Mamala towards the
backwater. This cut is in two portions, one across highlands into the valley of the Kaniavalli Aar or Konath River
and another from this valley to the backwater.
During the inspection the meeting of the ryots in Cochin and Travancore owning lands proposed to be benefited. On
the other hand there are ryots along the line of the proposed channel who naturally object to the project on the score
of losing their lauds.xv The ryot in the Kaniavalli valley object to the project because they are afraid that a very large
amount of water may be diverted from the Eastern river by the cut the area of village survey map G. H. into their
already ill drained lands and that the cut to the backwater A. B. C. will not drain all this without additional afflux.
They found by fly levels taken that at hot weather levels as in the current month when hardly any water flows, there
is a difference of feet between the water in the Eastern and Western river. In floods the difference is said to be as
much as 3 to 5 feet. These figures from levels taken very hurriedly refer the levels to any data connected with the
backwater
The normal cultivation in the low lying lands in the valley of the Mamala or Eastern river is Punja ”, that is the anti-
monsoon crop sown about December and harvested in April. The normal cultivation in the Kaniavalli or Konath
river valley is a south west monsoon crop and similar to that of Kari lands which is sown in April-May and
harvested in September. So there should not be any objection to drain lands in the Mamala valley at the close of the
north east monsoon into the Kaniavalli valley so as to enable the Mamala river punja lands to be sown early. xviThe
water cannot do any damage to crops in Kaniavalli valley because the harvest there then will be over. On the other
hand some flooding of lands in Kaniavalli valley not damaging to crops will be good because it will carry alluvium
to the lands. But it is evident that floods cannot be indiscriminately sent from the Mamala valley to the Kaniavalli
valley. The lands in the Kaniavalli valley are ripe for harvest; water from Mamala valley will ruin the crops. xvii It is
evident therefore that the proposed cut cannot have an open head but must be provided with a regulator which will
be opened only when Kaniavalli lands can bear being flooded. The Cochin Government contemplates such a
regulator of navigation. With a regulator they cannot have navigation unless a lock is also provided. The automatic
shutters mentioned in the Cochin Dewans letter are at the backwater end of the cut A. B. C consider that automatic
shutters will efficiently keep out salt water.xviii
The Cochin Dewan’s letter noticed that their Engineers have looked into the question of financial return. The lands
proposed to be benefited are all wet land B already paying wet assessment. The tax in Cochin and ryots told me it
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xix
was about Rs. 7 average per acre. The lands will bear any additional cess and even if cess is levied, if the ryots are
prepared to pay more than a rupee or two per acre. The coat of the work is estimated at about a lakh of rupees. If as
pointed out above a regulator also .added the cost may be more. Navigation advantages cannot be realized. So the
drainage is the -only return for the expenditure, not more than 1,000 acres will be benefited. This works out to 100
per acre very large figure for mere drainage relief to wet lands already assessed with wet tax.xx
Kaniavalli lands can bear any floods when these area solelyof better drainage be converted in to monsoon double
crop lands proposal is agreed to stipulate that they first carry out the joint proposal of works at end of Konath valley
and the drainage cut their vide correspondence ending with the ref .No 309 dated 19 th April 1920. The present
proposal should not be carried out till these works are done. After these it is done the cut A. B. C. from Konath
valley to the back water most be made and only after seeing that Kaniavalli lands are properly drained and on bear
more water should the cut G. H. be made and we must stipulate Should have a regulator at it, head. xxi
With reference of letter 0/122 dated the 6th April 1921, on the subject noticed above, to forward copy of earlier
report No. 1592 dated 13th April 1897 from the Tahsildar of Kunnathunad together with the enclosures thereto. It
will be seen there from that the area, of paddy lands in Travancore territory on the eastern bank of the eastern river
which is subject to Inundation and which is expected to be benefited by the scheme, comes to 68.45 acre. xxii The
cess imposed on those lands is also shown in the list for each survey number the Tahsildar reports that the ryots
concerned are unwilling to pay any additional cess, as the opening of the proposed drainage channel is not
beneficial to their lands. The Tahsildar who has inspected the paddy fields and has enquired into the matter agrees
with the ryots in their above views.
Kaniavally Rver Drainage project-
This is a project to protect the karinilom and the punch niloms, the drainage system were under investigation by the
Cochi Government for draining the paddy lands on either side of the Kaniavally River more efficiently. The total
estimated cost is one lakh. The Travancore State owns some lands on the bank of this river and would be benefited
by the scheme and consequent were prepared to contribute a portion of the cost. xxiii The Cochin State Division
Officer Rajagopalachari met the Engineer of Kandanad and joinly inspected the lands affected, starting in a Vallam
from Kaniavally river up-stream and getting down at Mamalay where the road crosses this river or stream of the
frontier Before pronouncing an opinion on the soundness of the scheme, the following facts have to be ascertained
(1) The level in the paddy lands above which water should not remain in the interests of cultivation
(2) The period for which the plants will stand submergence at a stretch
(3) The expected reduction in the intensity and duration of the floods owing to the cut- flag of the proposed
drainage channels.
Rajagopalachari who prepared the estimate was not in a position to supply the above particulars, though he
promised to give them. The levels of floods recorded by it prove that if anything that there is no damage from
floods.xxiv There is damage from floods is a fact and the records of levels taken to be considered incomplete or
incorrect. The gauge readings of one year 1913 from July to December show that there was no serious flood and
that there was no damage to crops. The highest level to which water rose in that year is nearly 2 1/2 feet below year
as recorded at the Mamalay Bridge.xxv As these levels are either wrong or incomplete, Rajagopalachari who was
pointed out this defect promised to take gauge readings for two more years. To supply the above referred things as
soon as they are supplied a report will be made. It is mentioned that though the year’s floods were high no damage
has been caused to the crops and that they are in splendid condition.
The Travancore government reported Dewan of Cochin With reference to the correspondence letter No. R. 0. P.
67/93, dated 19th June 1920 has to inform that the scheme is only partially to benefit Travancore ryots. So the
Darbar therefore is unable to contribute towards its cost.
In the early periods the Minor disputes were mostly led to the conflicts and wars between the in the local Kingdoms
.The native states of Travancore and Cochin are concerned, they were settled with mutual decisions, discussions and
agreements. Generally the encroachments and the agriculture of the individual or Desams did not tolerate both the
States of Travancore and Cochin these encroachments sometimes hinder the smooth transportation, trade and their
relations. These endeavors of Travancore and Cochin helped them to keep their separate State entity. It is the model

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 New Horizons in Commerce, IT & Social Sciences
diplomacy between the states in south India.

i
1. Ref.On C. No.371 of 79 N. P Pattabhirama Rao, the Dewan of Cochin dated 18-2- 1904, to the Dewan of Travancore, State
,Archives ,Thiruvanathapuram ,P.36
ii
2. Ref. On.C.No.214/Pol,Krishnaswamy Row the Dewan of Travancore dated 4-3- 1904, to the Dewan of Cochin , P. 36
iii
3. Ref.On. C.No. 473/Pol, V.P. Madhva Row, the Dewan of Travancore dated 28-7- 1904 to the Dewan of cochin, P.37
iv
4. Letter Ref. on P. No. 67/93,office of the Public works , ,Marry Robahadurt, Dewan of Cochin to Dewan of Travencore , 26-4-1920
,State Archives Trivandrim , p.37

v
5. Letter No. 819 dated 10-5-1920 , The Chief Engineer , Trivandrum to the Chief Secretary to Government of Travancore , p. 58
i. .
vi
6. Note on the drainage cut from Mamala river to the back water proposed by the cochin government O. S. Barrow chief Engineer No.
309 dated 19-4-1920, p.90
vii
7. List of Punja lands in the Manoala River valley giving area and tax according to Settlement Register.Account III to Alwaye
Division Officer’s tetter No. 324 of 22-4-20. Opening a drainage channel for the benefit of the ryots of ThekkmnbhagomNadamel in
Travancore and Cochin., National Archives Delhi , P.91-93
viii
8. No. 3980/567 of 19 , The Dewan Peshkar Of Kottayam , 8-6-1920 to N. RajaramaRao,
Chief Secretary to Government , p.95
ix
9. Letter No. 61., Reference No. 506/8-2-20, The Chief Engineer of Travancore to M.P. Money , Executive Engineer , p.98
x
10. No 4606/ P.W, AJ Vieyra, Chief Secretary to Government dated 25th August 1907 to the Acting Chief Engineer of Travancore ,P.43
xi
11. No.44 of 76 the Head Surveyor PWD 29th November 1900, to J Thomposon the Superintendent Cochin Survey , P.60
xii
12. Ref.On.C.No.2752 B of 82/File No. 862 of 1907 .L.R. K.P.Sankara Menon the Dewan Peishkar, Kottyam dated 09th May 1907 to
the Chief Secretary to Government , P.101
xiii
13. H. O. C. P. No. 261 of 21/L. R , The Executive Engineer,Kottayam, dated 15-12-1921 to Dewan Peshkar of Travancore Cochin ,
p.95
xiv
14. R. Dis. 396/P. W. of 22 ,Chief Engineer of Travancore dated 17-2-2021 to Chief Secretary of Travancore
xv
15. B. O. P. No. 67/93. Dewan of Cochin to dewan of Travancore dated 19-6-1920 , p.95
xvi
16. Letter no 4574/567 of 19. Copy forwarded to the Chief Engineer, for information with reference to this office P. W. 3962 dated 7-
6-1920. P. 96
xvii
17. Ref. on P. No. 67/93. Rao Bahadur Vijaya Ragavacharya , Dewan of Cochin dated 26-4-1920, Dewan of Travencore , P.87
xviii
18. Letter No. P. 67/93 dated 18-9-19 Notes from the Dewan of Cochin regarding opening a drainage channel for the benefit of the
ryots of Coohin and Travancore , p.86
xix
19. Dis No.5283 Chief Enginer of Travancore dated 2-12-1876 to the Dewan of Travancore, p .16
xx
20. G.No.669 B of 82/L.R, k. p. Sankaramenon, Dewan Peishkar, Kottayam Division dated 15-6- 1906 to the Chief Secretary to
Government, p.79
xxi
21. Ref No. 509,S/P 423, Dewan of Travancore to Dewan Peshkar of Kottayam, dated 17-12-1896, p.68
xxii
22. Ref.on.C.No.274/Pol. From Dewan of Travancore to the Superintendent of Travancore survey dated 11-4-1904 , p.52
xxiii
23. Inspection Notes of Exercutive Engineer , M.P. Mani , dated 5-9-1921 to E V Brad , Chief Engineer p. 38
xxiv
24. No. 396 of 22 Chief engineer of Travancore dated 19-2-1921 to Chief Secretary of Cochin , p.98
xxv
25. letter No. 487 Travancore Dewan dated the 17-3-1922 to Dewan of Cochin, p.99

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 New Horizons in Commerce, IT & Social Sciences

SECONDARY EDUCATION AND VOCATIONALIZATION OF

SECONDARY EDUCATION
*
Swarnali Mandal
*
Ph.D. Research Scholar, Arunachal University of Studies, Department of Education,
Namsai, Arunachal Pradesh, India

Abstract
Secondary education is a stage which comes after primary and before university level.
Though, primary education is the prime step for a child, but secondary education play a
vital role in educational system by preparing child for survival in the knowledge based
society. There is a great demand for the expansion of secondary education. It begins to
expose students to the differentiated role of science, humanities and social science. This is
also an appropriate stage to provide children with a sense of history, a glorious past.
Secondary education had failed to maintained balance between work experience and
theoretical knowledge. Making secondary education production oriented for the national
development work experience should be made a compulsory part of secondary education.
Vocationalisation of secondary education provides man power for economic prosperity. It is
the stage where proper understandings of work values are provided. The establishment of
vocational courses will be the responsibility of the government as well as employers in the
public and private sectors. The government will take special steps to cater to the needs of
women, rural and tribal students and the deprived sections of society. Appropriate
programmes will also be started for the handicapped. Secondary education makes the child
aware about constitutional rights and duties enshrined in the constitution as a future citizen.
It stimulates to do things in different ways, becoming proactive rather than reactive.
Keywords: Secondary education, Problems of secondary education, Vocationalization of
secondary education and Problems of vocationalization of secondary education.
Secondary Education-Concept
Indian school education system is structured as pre-primary, primary, upper primary, secondary and higher
secondary stage. The higher education can be generally looked at general university education and technical
education. When it comes to Secondary education, it is a bridge between upper primary and higher secondary stage.
Secondary education begins to expose students to the differentiated roles of science, humanities and social sciences.
This is an appropriate stage to provide children with a sense of history and national perspective and give
opportunities to understand their constitutional duties and rights as citizens. Conscious international of a healthy
work ethos and of the values of a human and composite culture will be brought about through appropriately
formulated curricula. Vocationalisation through specialised institutions or through the re-fashioning of secondary
education can provide valuable manpower for economic growth. Access to secondary education will be widened to
cover areas that are not served at present.
Aims and Objectives of Secondary Education
The political, economic and social condition started taking rapid strides after the independence of India. So, it was
required to change the pattern of education to cope with these changes. The following aims of secondary education
are:
1. Development of democratic citizenship: India is a secular democratic country. So, the most important aim of
secondary education is the development of qualities of democratic citizenship among children. It involves many
intellectual social and moral qualities which can be develop through education. Such citizens should have a co-
operative feeling directed towards universal brotherhood.

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 New Horizons in Commerce, IT & Social Sciences
2. Education for leadership: Our education must train person who will be able to assume the responsibility of
leadership in social, political, industrial and cultural field. They must be trained in the art of leading and
following others.
3. Clear thinking: The secondary education commission suggest that secondary education should aim at
developing the quality of clear thinking. Education can help the child to develop clear thinking and capacity to
be receptive to new ideas. It enables a child to accept facts and reject falsehood.
4. Improvement of vocational efficiency: Aim of educational system should be to increase the productive of
technical and vocational efficiency of our student. This includes as creation of new attitude to work and
promotion of technical efficiency.
5. True patriotism: Education foster true patriotism among the people by creating a tendency to serve the nation
wholeheartedly and with the best of their abilities.
6. Community living: Man is a social being. He cannot live alone. He has to live with others. They should have
the spirit of co-operation, humanity, love, discipline, kindness and the feeling of brotherhood. He needs social
training in order to adjust himself with others. Education provides such a type of training which is essential for
his own development and the good of society.
7. Development of personality: The secondary education must aim at the development of personality of the
students. The creative energy in the student should find proper expression.
8. Tolerance: Democratic functioning is not possible until people tolerate one another. All people religious
freedom in a democratic country. It is education that cultivates an open mindedness among the younger
generation that blends the differences.
Problems and Challenges of Secondary Education
It unfortunate that secondary education which in a important central link in the education chain continues to be the
weakest. Following are some of problems of secondary education:-
Bookish: The secondary education is bookish, theoretical, mechanical uniform and stereo-typed. Such education
could not cater to the different aptitudes of the pupil.
Examination oriented: There is too much stress on examinations. The curriculum is also overloaded. Teaching
methods are not scientifically designed due to lack of material aims.
No diversification: There is no scope for diversified courses, so the students fail to secure suitable jobs after
completion their education.
Lack of qualify teachers: Difficulties of getting properly qualify teacher for teaching different subjects.
Lack of qualitative development: It does not develop the essential qualities of discipline, cooperation and
leadership to enable the pupils to become useful citizens of the country.
Non availability of suitable text book: There is also the problem of non availability of suitable textbook.
Unilateral scheme: The scheme of education is unilateral. It concentrates on preparing students to enter the
university. It could not bring out the best in the teachers and the students.
No scope for self expression: The time table was also rigid and the textbooks unsuitable to the needs of the
students. It also did not give the teachers opportunity to express themselves.
Lack of mass appeal and resources: Secondary education does not have the mass appeal of primary education and
glamour of higher education. So far the priorities in the planning were for primary education, higher education and
technical education. The financial allocations to secondary education had to be satisfied with such allocations,
which are just left over. For the lack of allocation it needed, its quality remains poor. Besides, the funds allotted for
the education are not enough and hence the quality remains poor.
Impractical: Secondary education having no connection with life and society. Hence, the students do not develop a
proper insight into life.

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 New Horizons in Commerce, IT & Social Sciences
Unbalanced emphasis: Education imparted is unbalanced, narrow and one sided. The interests, aptitudes, abilities
of the students are being neglected in secondary education. Hence, all round development of the personality of the
child is not achieved.
Problems of Secondary Education in Assam
The main problem of Assam secondary education may be enumerated as follows:
No scope for close contact: The numbers of students in each class was very large, therefore the teachers could not
make personal contacts with the students.
Unbalanced: Secondary education had failed to maintained balance between work experience and theoretical
knowledge.
No proper atmosphere at home: Many children, seeking education, come from homes where there is little scope
of educational atmosphere. Hence, they get a little or no opportunity for supplementing the education given at
schools.
Lack of co-curricular activities: There is inadequacy of co-curricular activities in the schools. Mind, emotion, and
aptitude of the students and their physical welfare are not attended properly in the educational institutions.
Lack of play and recreation: There is a lack of facilities for play and recreation in secondary education due to
improper playgrounds, group games and other recreational activities. Hence, the total personality of the children
does not grow.
Growing problem of unemployment: There is more emphasise quantitative than qualitative improvement of
secondary education which adds to the growing problem of unemployment.
Lack of facilities: Inadequate facilities of building equipment, laboratory etc for the introduction of technical,
commercial and science subjects in secondary school.
Low standard of teaching: Another problem of secondary education of low standard of teaching and huge number
of failures in secondary examinations.
Lack of Co-ordination: Undesirable effects of increasing enrolment on the quality of secondary education are
serious problem and lack of co-ordination between different school of the state.
Lack of supervision and guidance: Prevailing problematic condition of internal administration is a major problem
of secondary education and lack of supervision of guidance over schools.
Lack of qualify teachers: The teaching profession was manned by people who did not have the required persona
qualities, aptitude, and devotion to their duties. The method of recruiting teachers was also defective.
Impractical: Too much importance was given to English. Subjects of social importance were not considered.
Suggestion to Solve Them:
The system of our secondary education is full of defects. We have already discussed about the various problems of
secondary education. The following steps if taken can help in solving the problem to some extent:
1. Reducing the number of external examination: The number of external examination should be reduced.
2. Encouraging rational understanding: Nature of tests and type of question should be such as to discourage
cramming and encourage intelligent understanding.
3. Maintaining school records: In order to find out the pupils all round progress, a proper system of school
records should be maintained every pupil indicating work done by him from time to time and his attainment
in the different spheres.
4. Diversification of courses: Diversified courses should be introduced at the higher secondary stage of
education. In this connection multipurpose school, agricultural schools, technical schools, commercial
schools should be established to enable the students to acquire education according to their interest, aims
and diverse abilities.

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5. To develop social, moral and spiritual values: Education of social, moral and spiritual values should be
imparted compulsorily in secondary education.
6. Inculcation of desirable attitudes and values: The method of teaching should not imparting knowledge
but also help effectively in inculcation of desirable values and aims, attitudes and habits of work in the
works.
7. Clear thinking and expression: Students should be given ample opportunities to develop clear thinking
and expression in writing and speech. Hence, the stress should be laid upon clear thinking and expression
while teaching any of the subjects.
8. Practical: Our education has to be completely reformed and related to the life, needs and aspirations of the
people so that it may serve as a powerful tool of social, economic and cultural transformation.
9. Guidance and counselling: A minimum guidance service should be made available to all secondary
schools. Educational authorities should give greater attention to educational guides. In order to improve the
pupil’s understanding of the scope, nature and significance of various occupations available in industries,
films should be prepared to show the nature of work in various industries and this should be supplemented
by actual visits.
10. Selection of teachers: A uniform procedure should be devised for the selection and appointment of
teachers. Teachers working in the secondary schools should be trained.
Vocationalization of Secondary Education:
There is great need of vacationalization of secondary education. Vocationalization of education refers to the
activities designed to contribute to occupational proficiency. Vocationalization means learning of a skill through
study of technologies related science or other practical work. It means vocational subject should also be given a
place in the curriculum of general subject at the secondary level. It prepare cultivate the individual to understand the
social reality and to real life his own potential within the frame work of economical development to which the
individual contribute.
Hence combination of vocational training with general education is the chief features of vocationalization of
education. Vocationalization means provide a strong bias to secondary education. Vocational training means to train
the practical aptitude of education in the preparation for definite work in future life. Vocationlization of secondary
education is for improving the productive efficiency to increase the national wealth and thereby to raise the standard
of living.
Let’s now try to understand the meaning of “vocationalisation of education” In the words of Surendra Kumar Sahu,
“Vocationalisation of education means training in some vocations at the secondary, higher secondary or junior
college level with general education. Hence, combination of vocational training with general education is the chief
feature of vocationalisation of education.”
In words of Kothari Commission, “Programme which can bring education into closer relationship with productivity
gives a strong vocational bias to secondary education to increase and emphasize on agricultural and technological
education at university stage.”
Aims and Objectives of Secondary Education:
The aims and objectives of secondary education are-
1. To provide work through knowledge based skills with focus on eradication of property.
2. To provide diversification of educational opportunities to enhance individual employability.
3. It prepares the student for vocation in life and enables to choose a course.
4. To provided an alternative track and system of work for student who were pursuing higher education more
or less aimless.
5. To bridge the gape between demand and supply of vocationally trained pupils.

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Importance of Vocationalization of Secondary Education
In a country like India, where prevails a great problem of unemployment, vocationalisation of higher education can
be the only answer to its solution. Vocationalization of secondary education is necessary economic prosperities of
the country. Vocationalization of secondary education is very much important to shape the personality of the
student, to reduce unemployment to give some financial benefit and to suit aptitude of the student vocationalization
of secondary education is important for the following reasons:
1. Makes the student economically self sufficient: Vocationalisation of education make the student
responsible and helps them become economically self sufficient. As a result of which, they develop self
confidence, moral strength and mental prepare.
2. Increases employment potentialities: Vocationalized education enables the individual to get job or to be
own master by starting a new productive activity which may satisfied the need of the community.
3. Develops dignity of labour: Vocationalisation of education develop a change of dignity of labour in the
student. The students are require to do some manual work for learning some vocational skill and they are
learn to develop respect for manual work.
4. Hope for children with lower intelligence: It is really difficult to give general education to the children
with lower intelligence. But it is observed that such children are good at manual work. Therefore, if such
children are provided vocational education at the secondary level, they will be highly benefitted and earn
their living in future life.
5. Satisfies psychological tendency: Vocationalisation can satisfy the psychological tendency of the as
instincts of construction and self display. As a result there is proper utilization of the physical and mental
energy of the student.
6. Benefits of economic develop: Vocationalization will enable are to move towards equitable sharing of the
benefits of economic development.
7. Creating a spirit of self dependence: Vocationalized education creates a spirit of self dependence and
responsibility in the individual. Through this education one can develop suitable skills for earning.
Problems of Vocationalizatio of Secondary Education:
The need of vocationalization was felt more and more after the independence of our country. Unfortunately
vocationalization of education has not been much success in India. Vocationalization of education in India faces
many problems. The following causes for the slow progress of vocational education.
1. Lack of experience and qualified teachers: There is lack of experienced and qualified teachers to train
students on vocational skills. Vocationalized education requires special type of teachers but sufficient
respect is not accorded to teachers of vocational instructions in our society.
2. Lack of seriousness: The central and state government had not shown the required seriousness in the
progress of vocational education.
3. Lack of proper planning: There is lack of proper planning in the field of vocationalization of education.
Expansion of vocational sector is happening without consideration for present problems.
4. Lack of training: Adequate training facilities for teachers of vocational courses are not available in our
country. Teachers with high standards of general knowledge and applied scientific knowledge were not
easily available. Moreover, there was no provision for training of teachers for technical subjects of study.
5. Attitude of the people: It is observed that the people have different attitude towards vocationalization.
They think that vocational education is inferior to general education. So they do not like to send their
children for any type of vocational training.
6. Lack of co-operation and co-ordination: Different departments of the Government that is, the
Directorate of Industries, the Directorate of Labour and the Directorate of Education were running

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institutions to provide vocational education. But there was a lack of coordination and cooperation among
these departments that led to the slow progress of vocational education.
7. Lack of finance: Vocationalization of education is an expensive programme. But the Government could
not make adequate finance available for the same. In a developing country like India, it is not possible to
afford to spend so much on a single stream of education and neglecting other development schemes.
8. Lack of expert guidance: Vocational education cannot be planned intelligently without expert guidance.
The Public Instruction Departments in almost all states were not provided with the services of technical
advisers to give expert guidance in the field of vocational education.
9. No placement: In most of the states there are no jobs, placement, placement and career guidance for the
students opting for vocational education.
10. Lack of proper equipments and infrastructure: Most of the schools and training colleges do not have
the necessary facilities like proper laboratories, text books and instructional materials. Thus due to
essential physical facilities there have been no progress in respect of vocational education.
Step To Be For The Solution Of The Problem
The problem of vocationalization secondary education is so large, that we cannot solve it in a while. We have
already discussed about the various problems in the process of vocationalization of secondary education. Below are
listed some of the remedial measures which can be adopted to solve the problem of vacationalization of secondary
education:
1. Development of personality: Every child is born with acertain talent. He should be given the
opportunities to develop his talents by organizing cooperative activities in the schools. For this purpose,
subjects like art, crafts, music, literacy and other similar hobbies should be given great importance in the
curriculum.
2. Diversification of curriculum: Many of the educational committees and commission appointed by the
government of India recommended diversification of curricula at the secondary stage. Such diversification
must aim at the all round development of the students by giving the opportunity to choose subjects
according to their abilities, aptitude, interest and capacities.
3. Adequate finance: The government has to give priority to education, and invest more in vocationalization
of secondary education which will help in solving the unemployment problem to a great extent.
4. Guidance and counselling: Every secondary school must open a guidance and counselling cell for the
students, so that they can understand about their potential and choose a vocational as per their aptitude.
5. Development of leadership: Secondary education should provide proper leadership which is necessary in
democracy. Students should be trained to take up the responsibilities of leadership in social, political,
industrial and cultural fields.
6. Need and requirement based course: The courses offered must be need based, identified on the basis of
manpower need assessment through practical and suitable vocational service.
7. Students welfare activities: To encourage students for taking up vocational education, the students must
be given scholarship students etc. There also must be adequate number of text books, equipments, teaching
aids. This will help the teachers to prepare well.
8. Opening of multipurpose school: The government must open some multipurpose schools or convert the
existing secondary schools into multipurpose schools. This will enable the students to study subjects
according to their choice.
9. Development of world citizenship: The students should be encouraged and taught the qualities of
patriotism and citizenship as citizens of their motherland which will lead them in due course to
internationalism. Thus, the students should also be taught to develop the feeling of world citizenship as
they are also the members of the entire world.

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Conclusion
It is unfortunate that even today, secondary education which is an important central link in the education chain
continues to be the weakest. Qualitative improvement in education and its quantitative expansion is very essential to
develop the condition of secondary education. The most important and urgent reform needed in education is to
transform it and make it a powerful instrument of social, economic and cultural transformation necessary for the
realisation of the national goals. Vocationalisation of secondary education is very much important to shape the
personality of the student, to reduce unemployment to give some financial benefit and to suit aptitude of the student
vocationalization of secondary education.
References
1. Agarwalla, Sunita. (2012). Emerging issues and education (pp. 207-223). Guwahati: Aditya Book Distributors.
2. Agarwalla, Sunita. (2012). Development of Education in India. Guwahati: Aditya Book Distributors.
3. Samuel, R. S. (2015). Education in emerging India (pp. 672-693). Delhi: PHI Learning Private Limited.

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STEREOTYPING OF WOMEN CHARACTERS IN MASS MEDIA: A

SYSTEMATIC REVIEW
*
Tabbasum Maqbool, **Salima Jan
*
Senior Research Fellow, Department of Sociology, University of Kashmir,
Jammu & Kashmir, India
**
Designation: Research Scientist, Department of EMMRC, University of Kashmir,
Jammu & Kashmir, India

Abstract
The term mass media is normally concerned with communications, television, radio,
newspapers, magazines, advertisements, computers, internet and so forth. The main purpose
of this research paper is to focus upon the role of women in mass media; how women have
contributed towards the progression of media within the country. Research has illustrated
that in the present existence; women have rendered and are rendering a very significant
contribution towards the development of media. In films, radio and television programs,
women are employed and they are playing the lead role, women are participating in the
advertisements of the products and services, women are attaining higher educational
qualifications and are assuming different professional roles such as doctors, teachers,
lawyers, administrators, managers, entrepreneurs and so forth. The main areas that have
been highlighted in this research paper are, portrayal of women by the media, the image of
women in mass media, significance of women and media, the influence of media on the views
of gender, and stereotypes of girls and women in the media.
Keywords: Domestic violence, Gender, Stereotypes, Mass Media, Women
Introduction
The most important and greatest social movement surviving is the movement for liberation of women.
Communication is exceptionally significant for women development and media renders a vital contribution. It is to
be noted down that development of women in every field of life has contributed to the augmentation of media. In all
subjects of life whether for controlling of population growth, improving excellence of life for the public at large, or
spread of literacy, family planning, welfare of the community, women have a key role to play. In order to discuss
about the role of women in media communications, it is essential that one should acquire knowledge and understand
the present situation of women in India. There has been an imperative contribution of the media in the
empowerment of women within the country and in the promotion of their protection, shelter, and well being. Over
the years and especially during the last few decades, India has developed a fairly extensive mass media
communication infrastructure.
The subject of portrayal of women in Indian media has drawn the attention of media critiques in the present times.
Women have been portrayed as men would like to see them submissive mothers of their children, beautiful
creatures, submissive, efficient housekeepers etc. Women's image has gone through several unjust projections at the
hands of media (Parkavi, 2016). As women have crossed the boundary from the domestic sphere to the professional
arena, expectations and representations of women have changed as well. Further, in some discourses, the
stereotyping character traits attributed to women have shifted from weak, fragile and dependent to strong and
autonomous (Kates and Shaw-Garlock, 1999).Women‟s position within media power structures and media portrayal
of women are persistent concerns in every society, because negative stereotyping and lack of women input both
reflect and reinforce wider gender inequalities. Research on gender and cinema has emphasized the question about
female identity. In fact, the study of the images of women in cinema were a central concern of the „second wave‟
feminism of the 1960s and 1970s, criticizing women's image in film and women's roles in the film industry
(Jackson and Jacjie, 1998). Films, indeed in the most effective manner maintain the diffusion of conventional

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female gender roles, which women are portrayed in culture and society. There is an integral transformation in the
position of women in modern India with the various reform movements and a gradual change in the perception of
women in society. Clearly women have made great and fundamental advance towards equality in recent decades.
Women have played a significant role in the social, economic and political structure and rich advancement in the
field of art of India. One of the most popular forms of art in India is Indian drama and cinema. In the 1970s Indian
Cinema developed a more socially aware and more politically orientated form of cinema, partly subsidized by
public funding, which was known as “Parallel Cinema”, running alongside but clearly distinguished from
mainstream cinema. Female images, status and role as a social issue in society are reflected in cinema in India and
have been present in even in famous Indian cinema almost right from the start.
The representation of women in cinema has been a major issue of debate amongst feminist film theorists in India.
The complex and fascinating relationship between women and cinema has a substantial literature and some
interesting work on third world feminism, which illuminates aspects of the representation of women in Indian films.
The representation of women on screen are integral for understanding the interplay between women and cinema in
India (Gokulsing and Dissanayake, 1998). For analyzing the representation and position of women within power
and gender relations in a patriarchal society, we need to consider the role of agency (capacity of individual humans
to act independently and to make their own free choices) (Ritzer, 2005).
Significance of Women and Media
Research on women and mass communication has focused mainly on the interpretation of the practices and the
operations carried out in various forms of messages publicized by the mass media. Content examination is the most
frequently used tactic in the study of media images of women and how women are characterized in radio, television,
the press, and film, as essayed in the research studies regarding the image of women in mass media. Because
promotion and publicity is considered predominantly important informing representations of women tasked in the
media, which are cost-effectively dependent on its sustenance, research results affecting to sex-role representation
in advertisements will be considered as another area (Ceulemans & Fauconnier, 1979).
In India, it has been observed that in the present world as well as in the past, women are undoubtedly subject to
violent and criminal acts such as domestic violence, child marriage, abuse, sexual harassment rape, murder, and so
on. When these problems against women began to assume a major form, which proved to be disadvantageous for
the development of the country, then there were formulation of laws and rules for combating crimes against women,
but it has been observed that despite of the rules still there is prevalence of criminal acts and violence against
women. On the other hand, there are women who are contributing an efficient role in mass media such as perform
in the advertisement of goods and services, they are obtaining high educational qualifications in the fields of
technology, arts and science, medical, vocational and so forth. Women are engaged into professions such as
lawyers, doctors, teachers, administrators, managers, entrepreneurs, athletes, sports persons, trainers, counselors,
etc. and are contributing towards the welfare of the community and society at large. In television programs and
radio broadcasting, movies, advertisements women are participating and are acquiring jobs. They have become
achievement oriented with the impact of advancement of information technology, globalization, and significance of
education.
During the past few decades, progress in information and communication technology have made possible a global
communications network that transcend national boundaries and has an impact on public policy, private approaches
and activities, especially of children, women and young adults. Everywhere the potential exists for the media to
make a distant better involvement towards the development of women. More females are acquiring business and
jobs in the communications sector, but few have obtained arrangements at the administrative level or provide on
governing boards and bodies that influence media rules. The absence of gender sensitivity in the media is
substantiated by the malfunction to eliminate the gender-based stereotyping that can be found in public and private,
neighboring, nationwide and worldwide media associations (Sharma, n.d.). The continuing projection of
unconstructive and degrading representations of women in media communications, electronic, print, visual and
audio, must be changed. Print and electronic media in most countries do not provide a stabilized picture of women's
varied lives and participation to society in the varying world. In addition, violent and demeaning or pornographic
media products are also pessimistically influencing women and their contribution in society. Indoctrination that
supports women's conventional roles can be regularly preventing.

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The worldwide development towards consumerism has formed an environment in which commercials;
memorandums, communications and messages often depict women conceptually as customers and target girls and
women of all age groups in an unsuitable manner (Sharma, n.d.).Women should be authorized by development in
their skills, knowledge and access to information and communication technology. This will support their capacity
levels to fight towards hopelessness and unconstructiveness even at the global level and to challenge occurrences of
oppression of the authority of an increasingly important organization. Self-regulatory methods for the media are
required to be enlarged and supported and tactics outlined to eliminate gender-based programming. Most of the
females, especially in the developing countries, are not able to approach efficiently the growing electronic
information highways and therefore cannot generate networks that will supply them with substitute sources of
information. Women therefore are mandatory to render their contribution in the decision-making process
concerning the development of the innovative technologies in order to contribute completely towards their
escalation and enhancement of community and society at large. In addressing the subject of the enlistment of the
media, Governments and other factors should aim at encouraging a dynamic and observable policy of a typical
gender viewpoint regarding the implementation and application of policies and plans (Sharma, n.d.).
Portrayal of Women by the Media
By and large the mass media prospect in India is that it does not take into account severe concerns about
mistreatment and unequal treatment of females in different spheres of life but is enthusiastic in accounting sex
related happenings by way of disseminating the news of crime and violence against women. Thus, instead of
imposing emphasis upon the development of women, they end up becoming one of the grounds in augmentation of
violent behavior as their description more often than not tend to cherish the crime against women. It is true that
mass media communications has brought to light, as never before, certain misbehaviors against women but in a very
unobtrusive manner, it also enabled the negative image of women as just house ladies and as unimportant persons in
the traditional value system. Generally, the problems and issues faced by women are never portrayed by the media
as the main story, unless it is an extremely severe case of a dreadful murder or of rape. Articles and papers that are
written concerning issues of women, normally do not take into application the admissible issues for women
empowerment, though this point is not a complete fact, there have been articles and papers written by researchers
and other individuals who have emphasized upon crime against women, rape, murder, domestic violence, sexual
harassment at the workplace, acid attacks upon women and so on (Ray, n.d.).
It is regrettable that these crimes are still prevailing in the country, despite the formulation of certain rules, policies
and regulations by the government. After the incident of the December 2012 gang rape of the 23 year old
paramedical student in a moving bus; still there are incidents of rape and domestic violence against women. There
are certain essential functions that are performed by the media and these are: (Ray, n.d.). a) Mass media needs to
take an enlarged, wider observation of crimes against women. It has to be authoritative in performing a social audit
on factors that are important for the increasing offenses, particularly crimes against women and children, including
unconcerned analytical processes, miscarriage of justice, and increasing community impunity of the executors of
crime and violent acts. b) It also has to be influential in the generation of awareness among civil society of the
sources and character of the crime itself, and of the defensive measures. c) When taking into account severe
problems, concerns and issues, the mass media is required to be particularly realistic and experiential.
The illustration of women in the media has always been manipulative and unequal. It has, all through the years,
caused a decline in the position of the women to being nothing more than objects to be won, prizes to be displayed,
and playthings to be abused, in rural areas and in most cases, amongst the socio-economically backward sections of
the society, women are mostly not treated with respect and courtesy, they are abused, mistreated, exploited,
experience domestic violence, they are deprived of education and are not even allowed to see their children, in some
cases, children are kept away from their mothers, therefore, there are number of ways through which women are
exploited and are mistreated against. It has also generated an explanation of splendor that women compare them to.
In some of the instances, when a woman is not well educated, then she is not given recognition within the society,
or when she is well educated and is unable to find a job, then she feels deprived and withdrawn from the society.
Both the self and society has experienced huge amount of sufferings because of the objectification, prejudice,
mistreatment and evaluation (Berberick, 2010).

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Stereotypes of Girls and Women in the Media
Stereotype is termed as the oversimplified generalization about a person or a group of people without any regard for
the individual differentiations “a stereotype that is positive that connect a person or a group to an explicit positive
trait can also have negative consequences”. When one understands stereotypes, it is essential that one may think of
the assumptions that they might have heard based upon any aspect of their identity, race, gender, ethnicity, religion,
age, physical or mental ability, physical appearance, sexual orientation, economic status, religion or family
background. In this case, analysis is required of the stereotypes experienced and how the individual feels about
them. Stereotypes do perpetuate bias and prejudice. As soon as women are mentioned, what emerges into our mind
can be their engagement in heavy housework, beautiful appearance, and too much talk. As these stereotyped images
of women prevail for centuries, we cannot blame anyone who believes of these traditional virtues of females.
Tanner (1986) highlighted “the images or stereotype has some truth as stereotypes often do” (Tanner, 1986:1). That
is to say, these stereotyped views do prove something true of women. However, in most cases, these old beliefs
crush or cover the truth. For example, women are hold responsible for talking too much. The truth is there were
certain expectations of females in traditional society and one of the English Proverbs says “silence is the best
ornament of a woman” (Coates, 2004:25). Thus women were expected to be silent in the past and they were always
accused of over-talking no matter how much they ever talk (Coates, 2004). Depiction of girls and women in the
media are loaded with stereotypes about who women are and what kinds of contributions should they provide
within the society. These stereotypes can be preventive, unconstructive, and demeaning and impact both how
women recognize themselves and how others perceive them within the community. Mass media is termed as the
communication channels through which entertainment, news, data, information or promotional messages education,
are disseminated. Mass media includes every broadcasting, as well as narrowcasting medium such as newspapers,
television, radio, magazines, internet, billboards, and phone. The developments that are taking place within the
country particularly in rural areas, such as highways, medical centers, educational institutions, construction of
roads, and rural people are encouraged to open bank accounts and be aware of how to effectively manage their
finances are all disseminated through these media channels.
Conclusion
From the above discussion we can conclude that media has a huge influence on behaviour, perception, attitudes of
people and for that matter it can be a dominant medium for advocacy of uplifting the status, gender equality, and
living conditions of women and prepare women to play their equal and rightful role in society and raise their voice
against their discrimination, oppression, and other issues. But unfortunately media is reinforcing stereotyped images
of women and their roles in society. There is a need for positive portrayal of both men and women so that it will
encourage spirit of cooperation, mutual respect, help between the sexes and to ensure the security , respect, progress
and development of women in the society. The Government, judiciary and social action groups are taking positive
action to make provision of true dignity in social, economic, social, personal and political areas for women. In this
attempt the mass media has a fundamental role in reporting the ill effects of violence and criminal acts, unlawful
activities following up corrective action, bringing about social transformation, organization of public opinion, and
putting emphasis upon positive developments.
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Toronto: Broadview Press Limited.
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Sociologist, 5, 1-15. Retrieved July 9, 2016 from http://newyorksociologist.org/11/Berberick2011.pdf
3. Biber, D. & Conrad, S. & Leech, G. (2002). Longman Student Grammar of Spoken and Written English. Harlow: Pearson Education
Limited.
4. Cameron, D. (1992). Feminism and Linguistic Theory. London: The Macmillan Press Ltd.
5. Coates, J. (2004). Women, Men and Language. 3rd ed. Harlow: Pearson Education Limited.
6. Cowie, L.W. (1973). A Dictionary of British Social History. London: G.Bell & Sons Ltd.
7. Graddol, D. & Swann, J. (1989). Gender Voices. Oxford: Blackwell.
8. Hopper, P.J. (1999). A Short Course in Grammar. New York: W.W. Norton.

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9. Jackson, H. (1990). Grammar and Meaning. London: Longman Press.
10. Kirkham, M. (1997). Jane Austen, Feminism and Fiction. London: The Athlone Press. Longman Dictionary of Contemporary
English. (2003). http://www.ldoceonline.com/
11. Newton, J. L. (1981). Women, Power and Subversion: social strategies in British fiction, 1778-1860. New York: University of
Georgia Press.
12. Norberg, C. (2002). Whores and Cuckolds: on Male and Female Terms in Shakespeare’s Comedies. Luleå: Luleå tekniska universitet.
13. Olsen, K. (1999). Daily Life in 18th-century England. Westport: The Greenwood Press.
14. Persson, G. & Rydén, M. (1996). Male and Female terms in English. Umeå: Umeå University.
15. Romaine, S. (1994). Language in Society: An Introduction to Sociolinguistics. New York: Oxford University Press Inc.
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17. Tanner, T. (1986). Jane Austen. Houndmills, Basingstoke, Hampshire and London: Macmillan Press Ltd.
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 ABOUT THE EDITORS

Dr. Kirandeep Kaur is presently working as principal of a prestigious institution-Master Tara Singh Memorial College for Women, Ludhiana.
She is a highly ambitious, passionate, and motivated individual with a strong academic background. She did her Ph.D in marketing from Punjabi
University, Patiala. In her meritorious achievements, she is recipient of a merit scholarship and awarded a gold medal for standing first in univer-
sity. She has about 20 years of teaching experience including teaching post graduate classes. She received Bharat Jyoti Award for meritorious
services and outstanding performance in academics by India International Friendship Society. She has more than 40 research papers in referred
and non referred international, national journals and edited books. She has edited four books and 15 text/reference books to her credit. She
presented around 50 papers in international and national level seminars and conferences. She is an active member of Punjab Commerce and Man-
agement Association. She has organised various national, international conferences/seminars/workshops etc. She has also acted as Chairperson/
penalist and key speaker in various conferences. She has acted as VC nominee and subject expert in various inspection committees of Panjab
University, Chandigarh. She has been assigned special assignment from UGC and acted as one of the penal members of the expert committee for
granting autonomous status to an institute in district Kolhapur. She is a passionate lady with a visionary approach and effective leadership
qualities.

Dr. B.B. Singla, working as Assistant Professor, is Masters in Business Administration and Ph.D. from Punjabi University, Patiala, and Qualified
UGC-NET. He has also done M.Sc. (Computer Science), Post-Graduate Diploma in Operations Management (PGDOM), Diploma in Information
& System Management (DISM) and an e-Program on Marketing and Communication. He has about 20 years Teaching Experience. He has more
than Seventy Research Papers, Three edited books and Ten subject books to his credit. He has completed a Post-Doctoral Research Project spon-
sored by ICSSR in 2018 as Principal Investigator. He is working as 'Vice-President' of Punjab Commerce & Management Association (Regd.)
since 2017 and 'Managing Editor' of the PCMA - Journal of Business (A Refereed Bi-annual Journal of Management & Commerce) since 2008.
He has attended/ participated/organized various National / International Conferences / Seminars / Workshops / Faculty Development Programs
etc. He has also acted as Chairperson/Co-chairperson/Panelist/Key Speaker in various international and national conferences. Dr. Singla has been
awarded as the ‘Young Researcher Award’ by the Himachal Pradesh Commerce and Management Association (HPCMA). He is on Panel of
many journals as advisor and referee. He has successfully guided 22 (Twenty-two) Ph.D. scholars till date and 8 (Eight) more are pursuing their
research under his supervision. His main research areas include Consumer Behaviour, Services Marketing and Emerging Marketing Issues.

Dr. (Mrs) Priyaka khanna, working as Assistant Professor, is Masters in Commerce and Ph.D. from Punjabi University, Patiala in the field of
marketing, and Qualified UGC-NET. She has about 27 years Teaching Experience. She has more than 50 Research Papers published in national
and international journals, presented more than 30 research papers at national and International conferences,seminars and symposiums. She has
Fourteen subject books and edited books to her credit. She has attended/ participated/organized various National / International Conferences /
Seminars / Workshops / Faculty Development Programs etc. She has also acted as co chair in conferences of national level. Dr. Priyaka Khanna
has been awarded as ‘Best Teacher’ in 2011 and 2016 by PCTE Group of institute. She is certified member of Executive Committee of Punjab
Commerce and Management Association. Her main research areas include Marketing, Services Marketing and Emerging Marketing Issues. Apart
from rich academic experience she has good administration experience as she is working as IQAC co-coordinator and In charge of Department of
Commerce for more than 20 years.

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