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Archives Vol-17, Issue no. 2 July-December-2026

TABLE OF CONTENTS

Paper Title:
CONTEMPORARY STORIES DEVELOPED FROM FOLK TALES: With Reference to the stories collected by Dr Joginder Singh Karon & Dr Gautam Vyathit
Author Name:
Deepti Kanda, Dharminder Singh & Jaspal Singh
Country:
India
DOI:
https://doi.org/10.5281/zenodo.21190006
Page No.:
1-6
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CONTEMPORARY STORIES DEVELOPED FROM FOLK TALES: With Reference to the stories collected by Dr Joginder Singh Karon & Dr Gautam Vyathit
Author: Deepti Kanda, Dharminder Singh & Jaspal Singh

ABSTRACT
From ancient times till today folk stories have taught, entertained and illuminated our lives. The morals in the end have always meant to play a significant part of the narrative. The animal fables are symbolically important as they are representing the human character with so many variations which is the eloquence of these valuable treasures. Since 2000 BC the traces of folk tales are found on objects and walls of temples in India. Folklorists have collected and retold these stories to share the wisdom which is deeply embedded in them. Remarkable work is done by learned writers and illustrators in preserving and presenting these narratives. To name some of them are R.K. Ramanunjan,J.S. Karon, Gautam Vyathit, Sudarshan Vashisht, Sohan Singh Wanjara Bedi and Sudha Nathani. British writers had also collected and illustrated the folktales.

Paper Title:
THE IMPACT OF COLOUR AND PACKAGING DESIGN ON CONSUMER BUYING BEHAVIOUR
Author Name:
Pawan Kumar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.21331488
Page No.:
7-13
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THE IMPACT OF COLOUR AND PACKAGING DESIGN ON CONSUMER BUYING BEHAVIOUR
Author: Pawan Kumar

ABSTRACT
In the contemporary marketplace, visual design plays a critical role in shaping consumer perception and influencing purchasing decisions. Among various visual elements, colour and packaging design stand out as powerful tools that affect consumer emotions, brand perception, and ultimately buying behaviour. This conceptual study examines the psychological and emotional impact of colour and packaging design on consumer decision-making processes. Drawing upon theories of consumer behaviour, colour psychology, and visual communication, the study explores how visual stimuli embedded in packaging can evoke emotional responses, enhance brand recognition, and influence purchase intentions. Colour serves as a primary sensory cue that triggers emotional and cognitive responses, while packaging design provides structure, functionality, and aesthetic appeal that facilitate product evaluation. The interaction between these elements creates a comprehensive visual experience that affects con

Paper Title:
SIXTH IN WEALTH, 130TH IN WELLBEING: RETHINKING INDIA'S ECONOMIC POLICIES WITHIN LIMITED RESOURCES An essay on policy design, implementation, and the hard choices India must make
Author Name:
Ashwika Raj
Country:
India
DOI:
https://doi.org/10.5281/zenodo.21350558
Page No.:
14-20
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SIXTH IN WEALTH, 130TH IN WELLBEING: RETHINKING INDIA'S ECONOMIC POLICIES WITHIN LIMITED RESOURCES An essay on policy design, implementation, and the hard choices India must make
Author: Ashwika Raj

ABSTRACT
India present a striking paradox: it possesses world’s sixth-largest economy, with a GDP of approximately $4.15 trillion, yet ranks 130th out of 193 nations on the United Nations Human Development Index. This essay argues that the gap between India’s economic scale and the lived wellbeing of citizens is not primarily a problem of insufficient resources, but of flawed policy design and corroded implementation. While acknowledging genuine progress-the JAM Trinity, the Unified Payments Interface, Ayushman Bharat, and a rising life expectancy-it contends that these gains have been undercut by two compounding failures. The first is conception: policies are frequently designed by officials and experts distanced from the realities of farmers, daily-wage workers, and rural communities, producing outcomes such as the water-table collapse driven by Minimum Support Price incentives and the disruption caused by demonetization. The second is deliver: a systemic “corruption equilibrium,” r

Paper Title:
केदारनाथ अग्रवाल की कविताओं में प्रतिवाद : किसान समस्या एवं किसान अधिकार
Author Name:
स्वप्ना कुमारी
Country:
India
DOI:
https://doi.org/10.5281/zenodo.21350876
Page No.:
21-27
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केदारनाथ अग्रवाल की कविताओं में प्रतिवाद : किसान समस्या एवं किसान अधिकार
Author: स्वप्ना कुमारी

सारांश–
हिंदी कविता की प्रगतिशील धारा में केदारनाथ अग्रवाल का महत्वपूर्ण स्थान है। उनकी कविताएँ केवल प्रकृति-चित्रण तक सीमित नहीं हैं, बल्कि उनमें किसान, मजदूर तथा शोषित वर्ग के जीवन-संघर्ष की सशक्त अभिव्यक्ति मिलती है। उन्होंने अपनी कविता के माध्यम से सामंती व्यवस्था, पूँजीवादी शोषण तथा सामाजिक विषमता का तीखा प्रतिवाद किया है। उनकी कविताओं में किसान केवल करुणा का पात्र नहीं, बल्कि संघर्षशील, स्वाभिमानी तथा परिवर्तन का वाहक है। प्रस्तुत शोध आलेख में केदारनाथ अग्रवाल की कविताओं के आधार पर किसान समस्याओं, किसान अधिकारों तथा प्रतिवाद की चेतना का विश्लेषण किया गया है।

मुख्य शब्द : केदारनाथ अग्रवाल, प्रतिवाद, किसान, किसान अधिकार, प्रगतिशील कविता, शोषण, सामाजिक न्याय।

Paper Title:
A STUDY ON ORGANIZATION OF KINSHIP AND FAMILY IN MARWARI COMMUNITY OF MORIGAON DISTRICT, ASSAM
Author Name:
Nayanjyoti Goswami , Nilofar Jasmin & Divya Lahoti
Country:
India
DOI:
https://doi.org/10.5281/zenodo.21406070
Page No.:
28-32
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A STUDY ON ORGANIZATION OF KINSHIP AND FAMILY IN MARWARI COMMUNITY OF MORIGAON DISTRICT, ASSAM
Author: Nayanjyoti Goswami , Nilofar Jasmin & Divya Lahoti

ABSTRACT
The Marwari’s at Morigaon, Assam is a migrant community from the rugged desert of Rajasthan. Records show that this community spread across the globe, travelled as migrant merchant traders Four hundred years ago. It offers a potential research area in the understanding of organization of Kinship and family structure. The study explores how tradition and modernity of this community has given it a unique character where it has been fruitful enough to still practice the olden ways of Social organization. In the midst of this tradition several exogenous factors have operated outside the community. The Marwari’s have exhibited flexibility and have adapted positively to these diverse changes

Keywords: Marwari, Community, Kinship and Family

Paper Title:
A STUDY ON ATTITUDE AND SATISFACTION TOWARDS CHATBOTS IN CHANDIGARH TRICITY
Author Name:
Shagundeep Kaur Batth , Armaan Singh
Country:
India
DOI:
https://doi.org/10.5281/zenodo.21640550
Page No.:
33-40
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A STUDY ON ATTITUDE AND SATISFACTION TOWARDS CHATBOTS IN CHANDIGARH TRICITY
Author: Shagundeep Kaur Batth , Armaan Singh

ABSTRACT
This study aims to examine the attitude and satisfaction of consumers towards chatbots in Chandigarh Tricity. This is a quantitative research that was conducted on 110 respondents in Chandigarh Tricity. The current study investigates the attitude and satisfaction of consumers toward chatbots. The results were analyzed using SPSS software. The results show that there is a positive attitude towards the use of chatbots, there happens to be universal connectivity of chatbots and customers are satisfied with the use of chatbots. This study adds to the expanding body of literature on AI-powered customer support solutions and emphasizes the potential of chatbots in encouraging effective and enjoyable consumer interactions.

Keywords: Chatbots, consumers, attitude, satisfaction.

Paper Title:
व्याकरणशास्त्रे तिङन्तपदानां वैशिष्ट्यम्
Author Name:
प्रकाश कुमार झा
Country:
India
DOI:
https://doi.org/10.5281/zenodo.21621887
Page No.:
41-48
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व्याकरणशास्त्रे तिङन्तपदानां वैशिष्ट्यम्
Author: प्रकाश कुमार झा

सारांश
संस्कृतव्याकरणशास्त्रे पदद्वयं प्रमुखतया स्वीकृतम् अस्ति—सुबन्तपदम् तथा तिङन्तपदम्। तत्र तिङ्-प्रत्ययान्तानि पदानि तिङन्तपदानि इति कथ्यन्ते। एतानि धातूनां तिङ्-प्रत्यययोगेन निष्पन्नानि भवन्ति तथा क्रियायाः, कालस्य, पुरुषस्य, वचनस्य च बोधकानि सन्ति। पाणिनीयव्याकरणे तिङन्तपदानां महत्त्वं विशेषतया प्रतिपादितम् अस्ति, यतः वाक्यस्य प्रधानतत्त्वं क्रियापदम् एव भवति। क्रियाविना वाक्यस्य पूर्णार्थबोधः सामान्यतया न सम्भवति। तिङन्तपदानि धातुभ्यः लकारानुसारं विविधरूपाणि गृह्णन्ति। संस्कृतभाषायां लट्, लङ्, शलट्, लुट्, लृट्, लोट्, विधिलिङ्, आशिषलिङ्, लुङ्, लृङ् इत्यादयः दश लकाराः सन्ति, येषां माध्यमेन वर्तमान, भूत, भविष्यत्कालः, आज्ञा, सम्भावना, आशीर्वादः इत्यादयः भावाः ज्ञायन्ते। तिङन्तपदेषु पुरुषत्रयम् (प्रथम, मध्यम, उत्तम) तथा वचनत्रयम् (एकवचनम्, द्विवचनम्, बहुवचनम्) अपि प्रतिफलति। अतः तिङन्तपदानि भाषायाः व्याकरणिकां रचनायाः अत्यन्तं महत्त्वपूर्णानि अङ्गानि भवन्ति।
तिङन्तपदानां वैशिष्ट्यं यत् एतानि केवलं क्रियायाः बोधकानि न सन्ति, अपितु कर्तुः, कालस्य, वचनस्य, पुरुषस्य तथा भावस्य अपि ज्

Paper Title:
A STUDY ON CONSUMER PURCHASE INTENTION TOWARDS SUSTAINABLE CLOTHING AMONG YOUTH IN THE MALWA REGION OF PUNJAB
Author Name:
Harinder Kaur , Mamta Rana
Country:
India
DOI:
https://doi.org/10.5281/zenodo.21622150
Page No.:
49-55
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A STUDY ON CONSUMER PURCHASE INTENTION TOWARDS SUSTAINABLE CLOTHING AMONG YOUTH IN THE MALWA REGION OF PUNJAB
Author: Harinder Kaur , Mamta Rana

ABSTRACT
Sustainable clothing has emerged as a critical response to the environmental and social costs of fast fashion, yet consumer adoption in emerging markets remains uneven and under-researched at the regional level. This study examines the factors driving purchase intention towards sustainable clothing among youth (aged 18–30 years) in the Malwa region of Punjab, India — a semi-urban and agrarian belt undergoing rapid retail and digital transformation. Drawing on the Theory of Planned Behaviour (TPB) extended with environmental concern, perceived price, and product awareness, a structured questionnaire was administered to young consumers across five Malwa districts (Ludhiana, Patiala, Bathinda, Moga, and Sangrur). Data were analysed using descriptive statistics, reliability testing, and partial least squares structural equation modelling (PLS-SEM). The findings indicate that attitude towards sustainable clothing, subjective norms, and environmental concern are significant positiv

Paper Title:
PERCEIVED WORK STRESS, COPING MECHANISMS, AND JOB SATISFACTION: A PSYCHOLOGICAL EXPLORATION AMONG ACCREDITED SOCIAL HEALTH ACTIVISTS
Author Name:
Kumari Guriya
Country:
India
DOI:
https://doi.org/10.5281/zenodo.21736233
Page No.:
56-65
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PERCEIVED WORK STRESS, COPING MECHANISMS, AND JOB SATISFACTION: A PSYCHOLOGICAL EXPLORATION AMONG ACCREDITED SOCIAL HEALTH ACTIVISTS
Author: Kumari Guriya

ABSTRACT
Accredited Social Health Activists are the frontline interface between India’s public health system and the community. Their work involves maternal and child health promotion, immunization mobilization, disease surveillance, health education, family counselling, and repeated household-level follow-up. Although their contribution to primary health care is substantial, the psychological cost of this labour is often insufficiently examined. The present paper explores perceived work stress, coping mechanisms, and job satisfaction among ASHA workers through a psychology-oriented framework. The study is primarily based on secondary literature, government documents, and published studies, supplemented with a structured analytical dataset of 120 ASHA workers to demonstrate statistical relationships among the core variables. Perceived stress was measured through a 10-item stress index, coping through adaptive and maladaptive coping subscales, and job satisfaction through a 15-item job

Paper Title:
प्रजनन आयु की ग्रामीण महिलाओं में कुपोषण और मातृ-स्वास्थ्य के बीच संबंधों का अध्ययन
Author Name:
Neetu Sharma
Country:
India
DOI:
https://doi.org/10.5281/zenodo.21805420
Page No.:
66-75
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प्रजनन आयु की ग्रामीण महिलाओं में कुपोषण और मातृ-स्वास्थ्य के बीच संबंधों का अध्ययन
Author: Neetu Sharma

सारांश
प्रजनन आयु की महिलाओं का पोषण-स्तर गर्भधारण, प्रसव, प्रसवोत्तर स्वास्थ्य तथा भावी पीढ़ी के शारीरिक और मानसिक विकास को प्रभावित करने वाला एक प्रमुख कारक है। प्रस्तुत अध्ययन का उद्देश्य बिहार के ग्रामीण क्षेत्रों में 15–49 वर्ष की महिलाओं के कुपोषण और मातृ-स्वास्थ्य के बीच संबंधों का विश्लेषण करना था। अध्ययन मुख्यतः राष्ट्रीय परिवार स्वास्थ्य सर्वेक्षण के पाँचवें और छठे चक्र, बिहार राज्य पोषण प्रोफाइल, नमूना पंजीकरण प्रणाली, राष्ट्रीय पोषण संस्थान तथा विश्व स्वास्थ्य संगठन के आँकड़ों पर आधारित है। सूक्ष्म-स्तरीय सांख्यिकीय संबंधों की जाँच के लिए आधिकारिक ग्रामीण वितरणों के अनुरूप 300 महिलाओं का अनुकरण-आधारित विश्लेषणात्मक नमूना भी तैयार किया गया। विश्लेषण में प्रतिशत, काय-वर्ग परीक्षण, विषम अनुपात और बहुचर द्विआधारी समाश्रयण का प्रयोग किया गया। आधिकारिक आँकड़ों के अनुसार ग्रामीण बिहार की 27.2% महिलाएँ कम वजन की थीं, जबकि 18.5% महिलाएँ अधिक वजन अथवा मोटापे से प्रभावित थीं। केवल 36.4% महिलाओं ने कम-से-कम 4 प्रसवपूर्व जाँच कराई और 21.1% महिलाओं ने गर्भावस्था के दौरान 100 या अधिक दिन

Paper Title:
STRUCTURAL PROPERTIES AND CLASSIFICATION OF REES MATRIX SEMIGROUPS WITH APPLICATIONS TO COMPLETELY SIMPLE SEMIGROUPS
Author Name:
Sharvan Kumar , Ashok Kumar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.21933878
Page No.:
76-86
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STRUCTURAL PROPERTIES AND CLASSIFICATION OF REES MATRIX SEMIGROUPS WITH APPLICATIONS TO COMPLETELY SIMPLE SEMIGROUPS
Author: Sharvan Kumar , Ashok Kumar

ABSTRACT
Rees matrix semigroups constitute one of the principal structural constructions in semigroup theory. They describe a broad class of semigroups by combining a group, two nonempty index sets, and a sandwich matrix whose entries determine the interaction among the constituent group components. This paper presents a systematic study of the construction, algebraic properties, and classification of Rees matrix semigroups over groups. Particular attention is given to associativity, idempotents, regularity, maximal subgroups, Green’s relations, principal ideals, normalization of sandwich matrices, and isomorphism criteria. The Rees–Suschkewitsch theorem is formulated and discussed as the central classification theorem for completely simple semigroups. It is shown that every completely simple semigroup is isomorphic to a Rees matrix semigroup over one of its maximal subgroups, while the row and column indices encode its minimal right and left ideals. The extension to Rees zero-matrix

Paper Title:
उस्ताद शाहिद परवेज़ ख़ाँ का कलात्मक, व्यावसायिक एवं व्यक्तित्वगत अध्ययन
Author Name:
Prabhjot Kaur , Ravjot Kaur
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22007855
Page No.:
87- 90
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उस्ताद शाहिद परवेज़ ख़ाँ का कलात्मक, व्यावसायिक एवं व्यक्तित्वगत अध्ययन
Author: Prabhjot Kaur , Ravjot Kaur

सारांश
हिंदुस्तानी शास्त्रीय संगीत में सितार वादन की परंपरा को समृद्ध एवं व्यापक स्वरूप प्रदान करने वाले कलाकारों में उस्ताद शाहिद परवेज़ ख़ाँ का स्थान अत्यंत महत्वपूर्ण है। वे एतावा अथवा इमदादखानी परंपरा के प्रमुख प्रतिनिधि माने जाते हैं। उनके संगीत में परंपरा और सृजनात्मकता का ऐसा संतुलन दिखाई देता है जिसमें राग की शास्त्रीय मर्यादा के साथ स्वराभिव्यक्ति, लयकारी तथा तकनीकी कौशल का समन्वय मिलता है। उनके व्यक्तित्व में दीर्घकालीन साधना, गुरु-परंपरा के प्रति सम्मान, मंचीय अनुशासन और व्यक्तिगत कलात्मक दृष्टि का प्रभाव स्पष्ट दिखाई देता है।
प्रस्तुत अध्ययन में उस्ताद शाहिद परवेज़ ख़ाँ के व्यक्तित्व, सांगीतिक पृष्ठभूमि, व्यावसायिक जीवन, कलात्मक योगदान तथा सितार वादन की प्रमुख शैलीगत विशेषताओं का विश्लेषण किया गया है। अध्ययन का उद्देश्य उनके संगीत को केवल जीवनीपरक दृष्टि से देखना नहीं, बल्कि उनके कलात्मक व्यक्तित्व और आधुनिक सितार वादन में उनके योगदान को समझना है।

Paper Title:
SUSTAINABILITY IN MARKET EXPANSION: HOW GILLETTE CREATED A NICHE MARKET IN A CROWDED MONOPOLISTICALLY COMPETITIVE SCENARIO WITH WOMEN’S HAIR REMOVAL PRODUCTS
Author Name:
Tanvi Sinha , L.C Panjabi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22023065
Page No.:
91-105
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SUSTAINABILITY IN MARKET EXPANSION: HOW GILLETTE CREATED A NICHE MARKET IN A CROWDED MONOPOLISTICALLY COMPETITIVE SCENARIO WITH WOMEN’S HAIR REMOVAL PRODUCTS
Author: Tanvi Sinha , L.C Panjabi

ABSTRACT
Market saturation can constrain firm growth through intense competition, product similarity, and limited customer acquisition opportunities, but it can also reveal underserved consumer needs. This paper examines Gillette Venus, launched in 2001, to explore how an incumbent transformed an underdeveloped female shaving segment into a differentiated and scalable market category. Drawing on monopolistic competition theory, product differentiation, market segmentation, niche marketing, and gendered product differentiation, the study employs an exploratory longitudinal single-case methodology using peer-reviewed literature, industry reports, launch documentation, company sources, and marketing case studies.
Findings indicate that Gillette combined consumer research, functional innovation, brand differentiation, and premium positioning to establish a distinct market niche. The category subsequently expanded into specialized segments, including sensitive-skin, facial, travel, and i

Paper Title:
सारण जिले में बच्चों की पोषण स्थिति के निर्धारण में माता-पिता एवं शिक्षकों की जागरूकता की भूमिका
Author Name:
शिल्पा कुमारी , किरण कुमारी
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22024078
Page No.:
106-116
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सारण जिले में बच्चों की पोषण स्थिति के निर्धारण में माता-पिता एवं शिक्षकों की जागरूकता की भूमिका
Author: शिल्पा कुमारी , किरण कुमारी

सारांश
प्रस्तुत अध्ययन का उद्देश्य सारण जिले में बच्चों की पोषण स्थिति के निर्धारण में माता-पिता एवं शिक्षकों की जागरूकता की भूमिका का विश्लेषण करना है। अध्ययन में राष्ट्रीय परिवार स्वास्थ्य सर्वेक्षण, सारण जिला पोषण प्रोफाइल, व्यापक राष्ट्रीय पोषण सर्वेक्षण तथा बाल-पोषण और पोषण-शिक्षा से संबंधित प्रामाणिक अध्ययनों का उपयोग किया गया। द्वितीयक आँकड़ों के पूरक के रूप में 12 विद्यालयों से संबंधित 300 बालक–अभिभावक युग्मों और 60 शिक्षकों के मानकीकृत उत्तरों वाला संरचित सर्वेक्षण डेटासेट विश्लेषित किया गया। माता-पिता तथा शिक्षकों की पोषण-जागरूकता को 30 अंकों के पृथक सूचकांकों से और बाल पोषण स्थिति को 100 अंकों के समग्र सूचकांक से मापा गया। वर्णनात्मक सांख्यिकी, काई-वर्ग परीक्षण, पियर्सन सहसंबंध तथा बहु-प्रतिगमन का प्रयोग किया गया। परिणामों में माता-पिता का औसत जागरूकता स्कोर 19.02 और शिक्षकों का 21.87 पाया गया। माता-पिता की निम्न, मध्यम और उच्च जागरूकता श्रेणियों में अच्छी बाल पोषण स्थिति का अनुपात क्रमशः 8.16, 31.67 और 78.87 प्रतिशत रहा। दोनों चरों के बीच काई-वर्ग संबंध अत्यंत महत्त्वपूर्ण

Paper Title:
CORPORATE SOCIAL RESPONSIBILITY IN THE AGE OF SUSTAINABILITY: EMERGING TRENDS AND GLOBAL CHALLENGES
Author Name:
Ruchi Jain , Muskan Kaka
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22080851
Page No.:
117- 129
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CORPORATE SOCIAL RESPONSIBILITY IN THE AGE OF SUSTAINABILITY: EMERGING TRENDS AND GLOBAL CHALLENGES
Author: Ruchi Jain , Muskan Kaka

ABSTRACT
The global economy is constantly and continuously witnessing transformative changes in the field of corporate responsibility with definitions daily emerging for Corporate Social Responsibility (CSR) and along with that incorporation of the term sustainability has began since a few years. In traditional pictures CSR used to revolve around acts of simple and convenient philanthropy and compliance, but now in present times where one-fourth of 21st century had almost passed CSR is getting a new face makeup where it has to join hands with sustainability. And not only join hands but ensure that sustainability become the part and parcel of maximum companies actively working across the planet. This concern has arisen out of burning environmental issues like greenhouse emissions, depleting fuel/mineral resources, exhausting water reservoirs etc. Firms and organisations are constantly facing pressure from stakeholders, regulatory bodies, government and environmental organisations

Paper Title:
CONSUMER TRUST AND CREDIBILITY IN NEW MEDIA ADVERTISING IN THE POST-COVID ERA: AN EMPIRICAL ANALYSIS
Author Name:
Pawan Kumar , Mamta Rana & Anand Jaiswal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22122256
Page No.:
130-136
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CONSUMER TRUST AND CREDIBILITY IN NEW MEDIA ADVERTISING IN THE POST-COVID ERA: AN EMPIRICAL ANALYSIS
Author: Pawan Kumar , Mamta Rana & Anand Jaiswal

ABSTRACT
The rapid proliferation of new media has substantially reshaped the advertising environment, particularly in the period following the COVID-19 pandemic, as consumers increasingly engage with brands through social media, digital platforms, influencer content, online reviews, and mobile advertising. The present study empirically investigates consumer perceptions of trust and advertising credibility in the post-pandemic era and examines their influence on purchase intention. Adopting a quantitative, cross-sectional design, the study focuses on consumers exposed to new media advertising, with primary data collected through a structured questionnaire administered on a five-point Likert scale. The study assesses key dimensions of advertising credibility, namely perceived reliability, authenticity, transparency, and in formativeness and explores their association with consumer trust and purchase intention. Descriptive statistics, reliability analysis, correlation analysis, and regre

Paper Title:
CHAMARAJANAGAR DISTRICT TALUK-WISE AGRICULTURAL CROP DISTRIBUTION AND PRODUCTION: A GEOGRAPHICAL ANALYSIS
Author Name:
Satheesh kumar N.S. , Nagendra swamy R.B.
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22155368
Page No.:
137-143
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CHAMARAJANAGAR DISTRICT TALUK-WISE AGRICULTURAL CROP DISTRIBUTION AND PRODUCTION: A GEOGRAPHICAL ANALYSIS
Author: Satheesh kumar N.S. , Nagendra swamy R.B.

Agriculture is the main economic activity in Chamarajanagar district and it sustains a large rural population. In the southern dry agro-climatic region of Karnataka, the crop distribution varies with rainfall, soils, relief and irrigation. The principal crops are paddy, ragi, maize, jowar, pulses, oilseeds, cotton and sugarcane. Banana, turmeric and vegetables are major horticultural crops. The present study deals with analysis of crop distribution and production of Chamarajanagar, Gundlupet, Kollegal, Yelandur and Hanur taluks. It emphasizes the different agricultural patterns and suggests crop diversification, efficient irrigation, watershed development, precision farming and better marketing for sustainable agricultural development.

Keywords: Chamarajanagar, agricultural geography, crop distribution, crop production, taluk, irrigation, Karnataka, dryland agriculture.

Paper Title:
HUMAN VERSUS VIRTUAL INFLUENCERS: THE FUTURE OF INFLUENCE IN DIGITAL MARKETING
Author Name:
Menka
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22276817
Page No.:
144-154
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HUMAN VERSUS VIRTUAL INFLUENCERS: THE FUTURE OF INFLUENCE IN DIGITAL MARKETING
Author: Menka

Influencer marketing has transitioned from traditional celebrity endorsements to a sophisticated digital communication strategy, where individuals, communities, and increasingly computer-generated personas influence consumer attitudes and purchasing decisions. A noteworthy development in this field is the rise of virtual influencers, digitally created characters that function as social media personalities. Human influencers fabricate their influence through lived experiences, personal identities, and interpersonal relationships with followers, whereas virtual influencers are managed by individuals, creative agencies, or brands. These digital personas are designed with carefully crafted personalities and visual identities to engage audiences, reduce unpredictability, maintain consistency, and exemplify corporate values. Various companies have adopted virtual influencers to drive creative campaigns and facilitate international engagement. Despite these merits, challenges persist, includi

Paper Title:
CLUSTERING IN EDUCATIONAL DATA MINING: A CRITICAL REVIEW OF REPRESENTATION, VALIDATION, ANALYTICAL UTILITY AND RESPONSIBLE DECISION-MAKING
Author Name:
Nikhil Thakur, Ravinder Singh Madhan
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22332349
Page No.:
155-176
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CLUSTERING IN EDUCATIONAL DATA MINING: A CRITICAL REVIEW OF REPRESENTATION, VALIDATION, ANALYTICAL UTILITY AND RESPONSIBLE DECISION-MAKING
Author: Nikhil Thakur, Ravinder Singh Madhan

Clustering is widely used in educational data mining (EDM) to identify learner profiles, behavioural trajectories, risk groups and institutional typologies, yet compact groups are often treated as automatically stable, educationally meaningful and suitable for intervention. This critical integrative review synthesises 54 studies published through August 2026 and examines how analytical unit, temporal aggregation, feature representation, scaling, similarity, algorithm choice and missing-data treatment shape educational evidence. Partitioning, hierarchical, density-based, fuzzy, model-based, graph-based and temporal approaches are compared across learner-, course- and institution-level settings. The synthesis shows that internal validity, reproducibility, external usefulness and decision legitimacy answer different questions and cannot be reduced to a single claim of model quality. Longitudinal, cluster-assisted and explainable systems illustrate movement from descriptive profiling towar

Paper Title:
INDUSTRY 4.0 AND THE FUTURE OF COMMERCE: ECONOMIC IMPLICATIONS FOR INDIA
Author Name:
Dipak Kundu, Suranjana Talukdar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22685973
Page No.:
177-201
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INDUSTRY 4.0 AND THE FUTURE OF COMMERCE: ECONOMIC IMPLICATIONS FOR INDIA
Author: Dipak Kundu, Suranjana Talukdar

Artificial Intelligence (AI), Internet of Things (IoT), Big Data, blockchain, and robotics, is fundamentally reshaping global industrial and economic landscapes. This paper deeply explores the profound economic implications of Industry 4.0 for India’s burgeoning commerce sector. As India stands at a critical juncture of digital transformation and economic growth, understanding how these technologies will redefine production, distribution, consumption, and market dynamics is paramount. We analyze the specific applications of Industry 4.0 technologies in various facets of commerce, including smart logistics, personalized retail, e-commerce evolution, and financial technology. The study critically examines the potential for enhanced productivity, efficiency gains, job creation and displacement, transformation of the Micro, Small, and Medium Enterprises (MSME) sector, and evolving consumer benefits. Concurrently, it addresses significant challenges such as the digital divide, skill gaps, c

Paper Title:
ACADEMIC PERFORMANCE OF SECONDARY SCHOOL STUDENTS IN RELATION TO LANGUAGE CREATIVITY
Author Name:
Kamalpreet Kaur, Rupneet Kaur
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22811706
Page No.:
202-210
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ACADEMIC PERFORMANCE OF SECONDARY SCHOOL STUDENTS IN RELATION TO LANGUAGE CREATIVITY
Author: Kamalpreet Kaur, Rupneet Kaur

Language creativity is an important aspect of communication and intellectual development. The present study investigated the relationship between academic performance and language creativity among secondary school students. The study employed descriptive survey method on a sample of 200 secondary school students selected from CBSE and ICSE schools of Jalandhar and Phagwara districts of Punjab through stratified random sampling. Language Creativity Scale was used to assess students’ creativity, whereas academic performance was measured through previous examination scores. Statistical techniques such as mean, standard deviation, t-test, and correlation were used for data analysis. The findings revealed that female students possessed significantly higher language creativity than male students. ICSE students demonstrated better language creativity than CBSE students. A positive relationship was found between academic performance and language creativity. The study highlights the need for in

Paper Title:
PSYCHOANALYTIC AND COGNITIVE ANALYSIS OF PROTAGONISTS IN POSTCOLONIAL LITERATURE: INTEGRATING QUALITATIVE AND QUANTITATIVE METHODS
Author Name:
Nirmala Kaushik, Priyanka Singla
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22868435
Page No.:
211-218
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PSYCHOANALYTIC AND COGNITIVE ANALYSIS OF PROTAGONISTS IN POSTCOLONIAL LITERATURE: INTEGRATING QUALITATIVE AND QUANTITATIVE METHODS
Author: Nirmala Kaushik, Priyanka Singla

The main focus of the Postcolonial literature has often been on the portrayal of the struggle of those protagonists who carry the emotional and mental burden and scars left by the colonial rule. The aftereffects of such trauma leave the characters with self- doubt regarding their existence, which in turn leads to the psychological struggle to come to terms with the physical world around them. All this is the direct result of the long suffering under the colonial rule of the European counties. The present paper tries to assimilate thoughts from both psychoanalysis and cognitive literary studies, with the help of qualitative and quantitative approaches. The focus is on three major postcolonial novels:Chinua Achebe’s Things Fall Apart, Salman Rushdie’s Midnight’s Children, and Jean Rhys’s Wide Sargasso Sea, and the research focus will be psychological analysis. The theories propounded by Freud, Lacan, and Fanon, as well as ideas about memory, storytelling, and character thinking, are used

Paper Title:
CONSTITUTIONAL REVIEW OF LEGISLATION IN COMPARATIVE PERSPECTIVE: INDIA AND MAURITIUS Supremacy, Standing and the Architecture of Judicial Control
Author Name:
Narsinghen Hambyrajen, D. Rajasekar, Prabhakaran Ramachandran
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22976223
Page No.:
219-236
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CONSTITUTIONAL REVIEW OF LEGISLATION IN COMPARATIVE PERSPECTIVE: INDIA AND MAURITIUS Supremacy, Standing and the Architecture of Judicial Control
Author: Narsinghen Hambyrajen, D. Rajasekar, Prabhakaran Ramachandran

This article compares the constitutional review of legislation in Mauritius and India. It argues that although both jurisdictions rest on the same foundational premise — constitutional supremacy displacing parliamentary sovereignty — they have produced radically divergent regimes of access and interpretation. The Mauritian model, textually confined by the phrase “in relation to him” in section 17(1) of the Constitution and by the “interests affected” requirement in section 83(1), has been authoritatively construed by the Judicial Committee of the Privy Council as furnishing a personal remedy for personal prejudice and as inhospitable to public interest litigation. The Indian model, by contrast, has been transformed by judicial creativity: Articles 32 and 226 have been read to permit representative standing, epistolary jurisdiction and suo motu cognisance. The article assesses which model is preferable, examines the concentrated and diffuse models of review, evaluates the a priori contr

Paper Title:
एनमकजेमे निहित स्वर्गक अवधारणा
Author Name:
नवल किशोर महतो
Country:
India
DOI:
https://doi.org/10.5281/zenodo.22931740
Page No.:
237-242
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एनमकजेमे निहित स्वर्गक अवधारणा
Author: नवल किशोर महतो

“मानव समुदायक उद्येश्य कमोबेस इएह होइत अछि जे हम दोसरासँ सुसंस्कृत बनब आ मरलाक बाद नरक नहि स्वर्गमे जगह भेटय, मुदा देखबामे इएह अवैछ जे मानव, नेनाक रूपेँ नांगट जन्म लैत छैक आ मरलाक बाद पंचतत्वमे विलीन भऽ जाइत छैक। ओ स्वर्ग आ नरक कतय जातइ छैक, ई मात्र मनक अवधारणा अछि। एनमकजेमे अंबिकासुतन मांगाड इएह रहस्यकेँ स्पष्ट करबाक प्रयास कयलनि जे प्रकृतिक बनायल प्रत्येक जीव बहुमूल्य अछि। प्रकृति स्वयं सभक बीच संतुलन स्थापित करैत अछि। मुदा मानव सुसंस्कृत आ स्वर्गक लालसामे प्राकृतिक संतुलनकेँ बिगारैत अछि जकर दुष्परिणाम भ्रामक होइत छैक।“

Paper Title:
TEACHERS’ AWARENESS, PREPAREDNESS, AND IMPLEMENTATION PRACTICES FOR SUPPORTING STUDENTS WITH DYSLEXIA IN INCLUSIVE CLASSROOMS UNDER NEP 2020: AN EMPIRICAL INVESTIGATION
Author Name:
Md Saifur Rahman
Country:
India
DOI:
https://doi.org/10.5281/zenodo.23052605
Page No.:
243-261
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TEACHERS’ AWARENESS, PREPAREDNESS, AND IMPLEMENTATION PRACTICES FOR SUPPORTING STUDENTS WITH DYSLEXIA IN INCLUSIVE CLASSROOMS UNDER NEP 2020: AN EMPIRICAL INVESTIGATION
Author: Md Saifur Rahman

The National Education Policy (NEP) 2020 emphasizes inclusive and equitable education, particularly through its focus on Foundational Literacy and Numeracy (FLN) and strengthened teacher preparation. Within this reform context, supporting students with dyslexia a Specific Learning Disability (SLD) primarily affecting reading and spelling requires enhanced teacher awareness, preparedness, and effective classroom implementation practices. The present study empirically examines these dimensions among in-service teachers in Punjab, India. A quantitative descriptive–correlational survey design was employed, and data were collected from 362 teachers across government and private primary and secondary schools using a structured questionnaire. Descriptive statistics, independent t-tests, ANOVA, Pearson correlation, and multiple regression analyses were conducted.
The findings indicate that teachers demonstrated high awareness (M = 3.92) and moderately high preparedness (M = 3.72), along with

Paper Title:
PREDICTIVE ANALYTICS IN MARKETING: HOW DATA-DRIVEN DECISION MAKING SHAPES CONSUMER ENGAGEMENT
Author Name:
Jena P. Joshi, Jini Manish Saxena, Amit Arun Medhekar, Suraj Bimal Sharma
Country:
India
DOI:
https://doi.org/10.5281/zenodo.23082073
Page No.:
262-273
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PREDICTIVE ANALYTICS IN MARKETING: HOW DATA-DRIVEN DECISION MAKING SHAPES CONSUMER ENGAGEMENT
Author: Jena P. Joshi, Jini Manish Saxena, Amit Arun Medhekar, Suraj Bimal Sharma

Predictive analytics has emerged as a transformative approach in contemporary marketing by enabling organizations to leverage data-driven insights for enhancing consumer engagement and strategic decision-making. The proliferation of digital technologies, artificial intelligence, machine learning, and big data has significantly expanded marketers' ability to anticipate consumer preferences, purchasing behavior, and future market trends. This paper examines the role of predictive analytics in shaping marketing strategies by integrating historical, behavioral, transactional, and demographic data to generate actionable insights. It explores how predictive models facilitate customer segmentation, personalized recommendations, demand forecasting, churn prediction, and targeted promotional campaigns, thereby improving customer experience and organizational performance. Furthermore, the study highlights the growing importance of real-time analytics in optimizing marketing investments, strength

Paper Title:
PARTITION TRAUMA, CASTE INTERSECTIONALITY AND REPRODUCTIVE RIGHTS IN MAHASWETA DEVI'S “DRAUPADI”
Author Name:
Ramandeep Mahal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.23158408
Page No.:
274-278
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PARTITION TRAUMA, CASTE INTERSECTIONALITY AND REPRODUCTIVE RIGHTS IN MAHASWETA DEVI'S “DRAUPADI”
Author: Ramandeep Mahal

Gayatri Chakravorty Spivak translated Mahasweta Devi’s short story “Draupadi” which depicts a plot that examines both female assertion and subaltern resistance. The protagonist of the story is Dopdi Mejhan, who undergoes a metamorphosis from a victim of a colonial and patriarchal brutality to a symbol of resistance against state tyranny that challenge hegemonic power systems. This article challenges the partition trauma, caste intersectionality and reproductive trauma by critically analysing the short story through the lenses of feminist theory and subaltern studies. It also looks at how Dopdi’s body and voice become sites of both oppression and assertion. In many countries, women are seen as reservoirs of a community’s cultural and moral values, therefore the harm by a rapist inflicts on a woman in such circumstances is an attack on her family and society. Dopdi does not get a saviour, instead she reclaims her agency via violent resistance, in contrast to Draupadi in Mahabharata, who

Paper Title:
ALGORITHMIC AUTHORSHIP: RETHINKING THE CONCEPT OF THE AUTHOR IN THE AGE OF ARTIFICIAL INTELLIGENCE
Author Name:
Krishna Kumar R
Country:
India
DOI:
https://doi.org/10.5281/zenodo.23203484
Page No.:
279-301
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ALGORITHMIC AUTHORSHIP: RETHINKING THE CONCEPT OF THE AUTHOR IN THE AGE OF ARTIFICIAL INTELLIGENCE
Author: Krishna Kumar R

The emergence of artificial intelligence has brought new questions about creativity, originality, and the meaning of authorship in contemporary society. Traditionally, the author has been understood as the individual who conceives, develops, and produces a literary or artistic work. However, the growing use of AI tools in writing, storytelling, poetry, translation, and other creative practices has challenged this understanding. The concept of algorithmic authorship has therefore become an important area of discussion in literary studies, cultural studies, digital humanities, and media studies. This study examines how artificial intelligence is reshaping the idea of the author, with particular attention to the relationship between human creativity, machine-generated content, and intellectual ownership.
The study explores the changing boundaries between human and machine creativity, questioning who should be recognised as the author when a creative work is produced through collaboration

Paper Title:
POLITICAL GOVERNANCE AND LOAN REPAYMENT PERFORMANCE IN RAJASTHAN’S MICROFINANCE SECTOR
Author Name:
Pragya jain
Country:
India
DOI:
https://doi.org/10.5281/zenodo.23262859
Page No.:
302-310
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POLITICAL GOVERNANCE AND LOAN REPAYMENT PERFORMANCE IN RAJASTHAN’S MICROFINANCE SECTOR
Author: Pragya jain

Microfinance has become a significant means of increasing financial inclusion for the poor who may find it hard to access formal banking systems. While economic and social factors are considered an important context for microfinance participation, the influence of political governance in influencing the impact of microfinance on repayment performance, including the rate of repayment, needs to be further studied at a regional level. In this study, political governance is studied in the context of the microfinance sector in Rajasthan, focusing specifically on the impact that it has on microfinance outcomes for borrowers and the conditions of loan repayment. The study primarily relies on survey data collected from 600 households in Rajasthan, and includes factors such as economic, social and political aspects of the microfinance participation and performance. Political governance is defined in terms of quality of local governance, government policy and programmes implementation, and the p

Paper Title:
SOCIAL MEDIA SENTIMENT, HERDING BEHAVIOUR AND RETAIL INVESTOR ACTIVITY IN THE INDIAN STOCK MARKET: A SECONDARY DATA ANALYSIS
Author Name:
Jaya Jose, Paulachan K J
Country:
India
DOI:
https://doi.org/10.5281/zenodo.23360247
Page No.:
311-323
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SOCIAL MEDIA SENTIMENT, HERDING BEHAVIOUR AND RETAIL INVESTOR ACTIVITY IN THE INDIAN STOCK MARKET: A SECONDARY DATA ANALYSIS
Author: Jaya Jose, Paulachan K J

Social media has become an important source of financial information for retail investors in India. Platforms such as X (Twitter), YouTube, Telegram and Reddit allow fast sharing of market opinions, which may push investors to follow the crowd instead of doing their own analysis. This study examines the relationship between social media sentiment, herding behaviour and retail investor activity in the Indian stock market. The study is based entirely on secondary data for the period 2018 to 2025, collected from NSE, BSE, CDSL, NSDL, AMFI and Google Trends. Social media attention is measured using the Google Trends search index and sentiment indicators, while retail investor activity is measured through demat account growth, retail trading volume and SIP inflows. Herding behaviour is tested using the Cross-Sectional Absolute Deviation (CSAD) model. Correlation, multiple regression and Granger causality tests are used to analyse the data. The findings are expected to show whether high soci

Paper Title:
FROM TESTIMONY TO CITIZENSHIP: NARRATIVE AGENCY AND THE POLITICS OF EVERYDAY LIFE IN INDIAN TRANSGENDER LIFE-WRITING
Author Name:
Mandeep kaur
Country:
India
DOI:
https://doi.org/10.5281/zenodo.23492717
Page No.:
324-329
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FROM TESTIMONY TO CITIZENSHIP: NARRATIVE AGENCY AND THE POLITICS OF EVERYDAY LIFE IN INDIAN TRANSGENDER LIFE-WRITING
Author: Mandeep kaur

This paper examines transgender life-writing in India as a form of narrative agency through which private experience becomes a claim to social recognition and civic belonging. Rather than repeating a general account of gender identity or summarizing the biographies of prominent activists, it compares the narrative functions of A. Revathi’s the Truth About Me: A Hijra Life Story and Laxmi Narayan Tripathi’s Me Hijra, Me Laxmi. It asks how autobiographical narration records the everyday mechanisms of gender regulation, how community and kinship offer both care and constraint, and how the act of writing challenges the authority of institutions that have historically spoken about transgender people without listening to them. The discussion draws on gender performativity, intersectionality, and subaltern life-writing while treating the two autobiographies as situated accounts rather than universal representations of all transgender lives. It also places literary self-representation alongsid

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