Mobile Hacking

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Recent Trends in Management, Social Science & Technology 2023 ISBN No: 978-93-94676-43-5
A Study on Detecting mobile phone hacking

Abhishek A Vernekar
Research Scholar, Assistant Professor, College of Computer science and Information

science, Srinivas University, Mangalore-575001, India
E-mail:Abhishek.Vernekar.746@gmail.com,Mobile Number: 8073818014
ABSTRACT
Purpose: One of the main goals of such a study is to improve cyber security measures. By
understanding the methods and techniques used by hackers to compromise mobile phones,
researchers and security professionals can develop more robust defenses and protective
measures. Mobile phones store a wealth of personal and sensitive information, including
personal photos, messages, financial data, and more. Detecting mobile phone hacking helps
protect individuals' privacy and prevent the unauthorized access and theft of personal data. By
studying past incidents of mobile phone hacking, researchers can identify patterns and trends
that can help prevent future attacks and improve overall security postures.
Design/Methodology/Approach: Decide whether your study will be quantitative, qualitative,
or a combination of both. Determine whether it will be experimental, observational, or
analytical In nature. Identify the sources of data for your study. This could include real-world
mobile devices, simulated environments, publicly available datasets, or a combination of
these. Consider ethical and legal aspects when collecting data.
Findings/Result: Your study might reveal the effectiveness of different mobile phone hacking
detection techniques. For example, you could find that certain intrusion detection systems
(IDS) or machine learning algorithms perform better at identifying hacking attempts.
Originality/Value: The originality and value of a research paper on detecting mobile phone
hacking depend on several factors, including the novelty of the research, its contributions to the
field, and the potential impact on cyber security.
Keywords: Literature Review, Hacking Mobile devices, Types of Android attacks, Mobile
Malware detection
1. INTRODUCTION
Mobile phones have become a crucial aspect of modern civilization, functioning as instruments of
communication, productivity, and information access. With the increasing reliance on these devices, they
have become attractive targets for malicious actors seeking to compromise personal privacy, steal
sensitive data, or perpetrate cybercrimes. Mobile phone hacking, encompassing a range of intrusive
activities such as malware infections, phishing attacks, and unauthorized access, poses a significant threat
to individuals, businesses, and national security.
Recent Trends in Management, Social Science &Technology 2023
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The rapid proliferation of mobile technology has ushered in an era where mobile phone hacking
has evolved in sophistication and scale. Cybercriminals constantly adapt their methods,
leveraging vulnerabilities in mobile operating systems, applications, and user behavior to gain
unauthorized access. Detecting and mitigating these threats have become paramount in
safeguarding personal information, corporate data, and national interests.
This research paper aims to contribute to the ongoing efforts to combat mobile phone hacking by
investigating and evaluating various detection techniques and methodologies. The study delves
into the evolving landscape of mobile security, offering insights into the current state of the art
and exploring novel approaches to detect and mitigate hacking attempts effectively.
2. LITERATURE REVIEW:
Mobile phone hacking, also known as mobile device compromise or intrusion, encompasses a wide range
of illicit activities aimed at gaining unauthorized access to mobile devices, compromising user privacy,
and extracting sensitive data. As the use of mobile phones continues to proliferate worldwide, so do the
threats associated with mobile phone hacking. This literature review provides an overview of key
concepts, trends, and existing research in the field of mobile phone hacking detection.
2.1. Mobile Phone Hacking: Definitions and Trends
Mobile phone hacking refers to the exploitation of vulnerabilities in mobile devices, applications, or
networks to compromise the integrity and confidentiality of user data. Common hacking activities include
the deployment of malware, phishing attacks, and the exploitation of software vulnerabilities. Over the
years, the mobile phone hacking landscape has witnessed significant transformations, with attackers
constantly evolving their techniques to evade detection.
2.2. Existing Detection Techniques
Effective detection of mobile phone hacking attempts is paramount for mitigating the associated risks.
Several detection techniques have been developed and employed by security experts and organizations:
 Intrusion Detection Systems (IDS): IDSs examine internet traffic and device behavior for
indications of suspicious activity. Signature-based intrusion detection systems detect established
attack patterns, whereas anomaly-based intrusion detection systems detect anomalies from typical
behavior.
 Behavioral Analysis: Behavioral analysis techniques analyze user and device behavior to detect
anomalies that may indicate hacking attempts. This approach considers patterns of data access,
communication, and application usage.
 Signature-Based Detection: Signature-based detection relies on known patterns or signatures of

hacking tools, malware, or attack vectors. When a mobile device exhibits these signatures, it
triggers an alert.
2.3. Gaps in Current Research
While extensive research has been conducted in the domain of mobile phone hacking detection, there are
several gaps and areas where further investigation is warranted:
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 Detection Accuracy: Evaluating the accuracy of existing detection techniques, especially in real-
world scenarios, remains a critical research area.
 User-Centric Approaches: Research exploring user-centric detection methods, focusing on user
behavior and preferences, can provide valuable insights into mobile phone hacking detection.
 Emerging Threats: With the rapid evolution of mobile technology, researchers must keep pace
with emerging threats and vulnerabilities.
3. HACKING MOBILE DEVICES:

3.1. Introduction to Mobile Device Hacking
Today's mobile gadget is an integral part of life. Because of multiple vulnerabilities, attackers can easily
penetrate the mobile network; the bulk of attacks are caused by untrusted apps. SMS is another method by
which attackers get access to mobile devices by delivering phishing/spam messages to victims. The most
common operating systems are:\
 Android
 IOS
 Windows
 Blackberry
3.1.1. Android
due to its user friendliness, Android controls the majority of the global smartphone market. Android is a
Linux-based operating system that use the Dalvik virtual machine to run Java file by converting them
to.dvk files for increased speed and performance. Android's native libraries and packages are utilised for a
variety of functions. The programmes communicate with one another using messages known as
intentions.
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Types of Android Attacks

Untrusted APK’s:
Attackers entice users to download software from untrusted sources. These APKs may contain malicious
software, granting the hacker remote access to the user's mobile device once the APK is installed.
SMS:
The user may receive a suspicious SMS with a large reward. When users follow the link to the email, they
may be routed to a rogue website, revealing sensitive information or resulting in financial loss.
Email:
Phishing emails can link consumers to dangerous websites, compromising their personal information.
SPAM emails have the potential to steal information from users.
Spying:
Some programmes may spy on cellphone users and report their activities to remote attackers.
App sandboxing issues:
Sandboxing is a method of evaluating an app against multiple threats and assaults in a resource-
constrained environment. If sandboxing contains flaws, it indicates that harmful apps can circumvent it.
Rooting:
Rooting is used to improve the speed and efficiency of an Android smartphone. The android authority do
not recommend this solution. When a phone gets grounded, it loses its warranty, opens the door to
numerous infections, and allows an intruder to remotely manipulate the device.
3.1.2. IOS
IOS makes use of proprietary software. Because these phones are not open source, assaults on them are
limited.
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Types of IOS Attacks:
Jailbreaking:
Jailbreaking may endanger the device. This is done in order to get administrative access as well as
download third-party programme extensions, among other things. However, the gadget may lose its
manufacturer's guarantee, become infected with malware, see a decline in performance, and so on. There
are three methods for jailbreaking
Tethered:
After being jailbroken, a device no longer has a modified kernel; it may become partially functional and
require re-jailbreaking with the same computer.
Semi-tethered:
When you switch the device off and on again, it will cease to be jailbroken. The device may perform
standard functions.
3.2. Mobile Device Management

There are various advantages and disadvantages associated with the Bring Your Own Device regulations
that enable employees to make use of their own devices on the corporate network. Corporates, on the
other hand, can minimize their infrastructure expenditures. Can increase the efficiency of work.
There persist disadvantages

 Personal data is being mingled with corporate data.
 If infected devices have links to business networks, the corporate networks may be
compromised as well.
 Corporates are unable to monitor all downloads made by their personnel.
 Data leaking
 The issue of stolen devices.
 Employee dissatisfaction may wreak havoc.
4. MEHODOLOGY :
In a study on detecting mobile phone hacking, a mixed methods research approach is often the most
effective choice. To provide a full and nuanced knowledge of the phenomenon, this technique integrates
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quantitative and qualitative methods. Mobile phone hacking is a complex issue that involves technical
aspects (quantitative) as well as human behavior and experiences (qualitative). Utilizing a mixed methods
approach allows researchers to address various aspects of the research questions effectively. Here's how
the mixed methods approach can be applied.
1. Quantitative Component:
Objective: The quantitative component can focus on assessing the effectiveness of existing
mobile phone hacking detection techniques and the prevalence of hacking incidents.
Methods:
Collect quantitative data on the number of hacking attempts detected using different detection
techniques.
Analyze large datasets to identify patterns, trends, and statistical relationships related to mobile
hacking incidents.
Use statistical tests to compare the performance of different detection methods in terms of
accuracy, false positives, and false negatives.
2. Qualitative Component:
Objective: The qualitative component can explore user experiences, motivations, and the contextual
factors surrounding mobile phone hacking incidents.
Methods:
Conduct in-depth interviews or focus groups with individuals who have experienced mobile phone
hacking to gain insights into their experiences, perceptions, and responses.
Analyze open-ended survey responses or user narratives to uncover qualitative patterns and themes
related to mobile hacking.
Explore the human factors and behavioral aspects that contribute to successful or failed hacking attempts.
3. Integration of Findings:
Objective: In the mixed methods approach, the quantitative and qualitative findings are integrated to
provide a holistic understanding of mobile phone hacking detection.
Methods:
Triangulate the results from both components to validate and complement each other.
Use qualitative insights to explain and interpret quantitative findings.
Develop a comprehensive analysis that addresses the research objectives from multiple angles.
5. DATA ANALYSIS:
There have been numerous previous research on malware execution for Android platforms. Because of its
open source approach, many researchers have concentrated on Android, and there is a dearth of
development on a safety feature for iOS platforms. The majority of current research focuses on assaults
on jailbroken devices.
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Table 1 Previous Research on iOS Mobile Spyware Exploitation
5.1 Mobile Malware Detection
For the past few years, there has been a high need for mitigating remedies for iOS malware detection.
Table 2 Previous Research on iOS Mobile Spyware Detection
6. RESULTS:
We have reviewed around 500+ papers and took the most relevant of them and cut the number down to
218. The papers include from various sources like journals, articles and research papers. Different
malware detection techniques were introduced and reviewed by various authors we have represented them
pictographically according to the methods, types and accuracy of the techniques. First, we have plotted a
line chart representing number of papers published(in Fig-1) on Mobile malware detection divided by
each year ranging from 2010 to 2022.
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Fig- 1: Papers Published Each Year
In Fig-2, The bar chart shows the diversity of detection methods reviewed, from the chart we can see
Methods such as machine learning as well as deep learning are popular for implementing detection
techniques and in second place we have anomaly-based detection which is also quite researched method
among authors. And there are other techniques which are quite new and uncommon.
Fig- 2: Frequency of Detection Methods
7. CONCLUSION:
In this work, we embarked on a comprehensive investigation into the discovery of mobile phone hacking
attempts, aiming to enhance our understanding of the evolving landscape of mobile security threats. Our
research leveraged data collected from various sources, including mobile devices, network traffic, and
user behaviors. The results and findings of this study shed light on critical aspects of mobile phone
hacking detection.
REFERENCES:
[1] Tiwari, S. R., & Shukla, R. U. (2018, July). An android malware detection technique
based on optimized permissions and API. In 2018 International Conference on Inventive
Research in Computing Applications (ICIRCA) (pp. 258-263). IEEE
[2] Hacking Mobile Devices https://www.greycampus.com/opencampus/ethical-
hacking/introduction-8111867c-84ae-4840-80f8-38fe9c7db1ad/
[3]” iOS mobile malware analysis: a state-of-the-art”,Madihah Mohd Saudi, Muhammad Afif
Husainiamer, Azuan Ahmad & Mohd Yamani Idna Idris in Journal of Computer Virology and
Hacking Techniques (2023)Cite this article
[4] J. S. Panman de Wit, D. Bucur, and J. van der Ham. 2022. Dynamic Detection of Mobile
Malware Using Smartphone Data and Machine Learning. Digital Threats 3, 2, Article 9 (June
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pg. 8
8
2022), 24 pages. doi.org/10.1145/3484246.
[5] Ethical Hacking on Mobile Devices: Considerations and practical uses. Miguel
Hernández1 , Luis Baquero1 , Celio Gil1 and Carlos A. Salamanca1 1 Fundación
Universitaria Los Libertadores, Bogotá D.C., Colombia
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Neo Banking: A Technological Revolution in the Indian

Banking Sector
Rachana
Research Scholar, Institute of Management & Commerce, Srinivas University, Mangalore,
India,
Orcid ID: 0009-0009-2124-9431; E-mail: rachana.imc@srinivasuniversity.edu.in
ABSTRACT:
The global financial environment is experiencing substantial change, mainly as a result of the
rise of innovative financial technology, or FinTech. This transition has significantly influenced
traditional banking models, changed financial market's dynamics and influenced important
companies' competitive positions. This article studies the incorporation of innovative
technology into the Indian banking system, emphasizing the advent of neo banking, which has
the potential to change the industry. This study intends to shed light on the dynamic
developments within the Indian financial system by studying the prevalence and usage of Neo
banking technology.
Keywords: Neo-Banking, Traditional Banking, Technological Development, Banking
Business Models.
INTRODUCTION:
The rapid growth of technology and the emergence of neo banking are driving a fundamental revolution
in the Indian banking industry. The revolutionary effects of neo banking on India's financial system are
examined in this conference paper. It explores the main causes, difficulties, and effects of this
technology revolution and offers insights into how the Indian banking industry is evolving. In order to
fully utilize the potential of neo banking, the paper also addresses the regulatory environment and
provides strategic recommendations for industry stakeholders.
Significant changes are taking place in the current global financial scene, mostly due to the rise of
inventive financial technology, or FinTech. Along with altering traditional banking practices, this
transformative wave has also significantly altered the dynamics of financial markets. As a result, it has
made major participants in the market reevaluate their competitive positioning. This article is devoted
to a thorough investigation of how cutting-edge technology has been incorporated into the Indian
financial ecosystem, with an emphasis on the advent of neo banking. Neo banking, a forthcoming
disruptive force, has the power to completely alter India's financial system. This study examines the
prevalence and application of neo banking technology in an effort to shed light on the dynamic changes
occurring within the Indian financial sector.
RELATED RESEARCH WORK
S.NO Focus/Area Contribution References
1 The evolution of The rapid use of digital banking solutions Seyal et al.,
digital banking characterizes the current trend in online banking.
(2011).
Along with the deployment of cutting-edge
technology, this evolution is distinguished by the [1]
apparent and escalating customer enthusiasm for
these online banking services.
2 Digital payments Traditional payment systems are being replaced by Valero et al.,
or modified by digital payments. The oldest fintech
(2020).
in this market is PayPal, an e-commerce business
whose platform enables users to conduct online [2]

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payments and transfers without disclosing financial

information to the recipient.
3 Traditional vs neo The old brick-and-mortar bank business models, Sibanda et
bank business models which rely on huge branch networks, are gradually al.,
becoming obsolete due to the constant influence of
(2020).
technological advancements. Neo banks are a new
breed of competitors that are replacing them and [3]
changing the financial landscape.
4 Impact of neo banks. Neo banking has an impact on the traditional Krishna et
banking system as a result of the enormous al.,
technological advancement in the financial
(2020).
industry.
[4]
5 Treats to the Neo- Despite the recent success of Neo-banks, some of Temelkov. Z
banks their unique advantages are disappearing as a result
(2022).
of new technological competitors, issues with
operating models, or actions taken by traditional [5]
banks.
OBJECTIVES:
1. To study the growth of Neo-banking in India.
2. To understand the main technological developments driving Neo-banking.
3. To Understand basic banking business models.
4. To understand how neo banking will affect current banking arrangements.
5. To study the issues and difficulties the Neo-banks have faced recently.
METHODOLOGY:
The current study uses secondary data collection techniques and is descriptive in nature. The
information came from a number of secondary sources, including case studies, Banking company
websites, and pertinent books, articles from financial field.
GROWTH OF NEO-BANKING IN INDIA:

In the recent years, growth of the digital banking sector, particularly in comparison to the long-standing
heritage of conventional banking, it can be difficult to discern between "Digital Banks" and "Neo-
banks," which frequently results in their use as substitutes. Neo-banks are generally understood to be a
subset of digital banking institutions because they are defined as banks that only offer online services
and solutions [6].
Neo-banks' ascent in India is more evidence of the increasing need for digital financial services.
Deepening partnerships between established financial institutions and fintech companies have been
made possible by the financial industry's transition to the digital era. Neo-banks solely online financial
institutions that are mostly accessed through mobile applications have had a significant impact on
India's financial scene in recent years. These organizations make use of cutting-edge technologies like
artificial intelligence and machine learning to provide their clients highly personalised financial
solutions. About 36 Neo-banks have appeared in India over the past four years, fiercely battling for
consumers, carving up specialized niches within the banking and financial industry [7]. A number of
significant neo-banking industry businesses, such as Niyo, RazorpayX, Open, and InstantPay, have
emerged in India's rapidly developing fintech scene. These innovative neo-banks are leading the charge
to transform the conventional banking process while meeting the various financial requirements of the
nation's contemporary consumers and businesses. Using technology to provide user-friendly and
affordable banking solutions, these prominent neo-banks in India promote financial innovation. They
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have established themselves as key players in the Indian fintech industry thanks to their dedication to
streamlining financial procedures and improving the customer experience overall. They are anticipated
to be essential in determining the direction of banking in India as they develop and grow [8].
PRIMARY TECHNOLOGICAL ADVANCES EMPOWERING NEO BANKING
In recent years, traditional banks have sought partnerships with fintech entrants to take advantage of
cutting-edge technologies by using their strong regulatory framework and established client base. The
financial environment is undergoing a significant transformation as we enter a new decade as traditional
banks, fintech startups, and technology companies increasingly participate in joint ventures, mergers,
and acquisitions. Thanks to Neo-banks' deployment of cutting-edge digital tools, this trend is defining
a new era of financial industry consolidation. Neo-banks are in the forefront of utilizing cutting-edge
technologies to alter the banking industry, in contrast to its traditional competitors.
They are building strong data platforms, using regulatory technology (regtech) for cybersecurity,
adopting artificial intelligence (AI), blockchain, and other digital tools, and forming strategic alliances.
Neo banks are now at the forefront of a fully digital financial environment because of these
developments. The cooperative initiatives between traditional banks and fintech startups serve as a link
between established financial institutions and the flexible, tech-driven strategy of neo-banks in this
dynamic environment. The future of banking is poised to change as a result of this fusion of knowledge
and innovation, with neo banks setting the standard for embracing revolutionary technology for the
good of both customers and the financial sector as a whole [9].
BASIC BANKING BUSINESS MODELS.
A. Traditional bank business model
Traditional banks often employ a variety of business structures and provide a wide selection of financial
goods and services. Some banks want to be their clients' all-inclusive financial hubs. As a result, these
banks may concentrate on serving retail customers, business customers, or serve as universal banks
[10]. Additionally, the main source of funding for conventional banks is the core deposits made by
private savers and commercial clients. Additionally, interest income is traditional banks' main source of
income. Through extracurricular pursuits and services, they also produce non-interest revenue. The
existence of a well-established network of physical branches, which promotes face-to-face interactions
with customers, is another characteristic aspect of the traditional banking model [11].
B. Digital bank business model
The introduction of digitalization in banking services has resulted in substantial modifications to how
banks interact with and serve their clients. As a result, the business model for digital banking can be
seen as a combination of traditional and Neo-bank business models. The use of cutting-edge financial
technology in this approach could result in changes to the way conventional banks are structured. The
process of digital transformation in this context aims to redesign internal processes in order to increase
their effectiveness.
contrasts between a digital subsidiary and a digital bank when referring to the strategy banks use to
incorporate new technology. According to the digital subsidiary concept, an established bank establishes
a subsidiary that functions as a challenger bank. The digital bank model, on the other hand, requires
traditional banks to go through a considerable digital transformation in order to support and improve
their current operations. As a result, it may be argued that banks use digital technologies to enhance a
number of their offerings, capabilities, and overall institutional performance [12].
C. Neo-banks business model
“Banks are not necessary, but banking is”, according to Bill Gates. (1994). When banking institutions
first began, their basic business strategy mainly relied on physically providing services through a
network of branches. While the fundamental functions of banks have not changed, how these duties are
carried out and how financial products are provided to customers has undergone a significant alteration.
Based on their distribution methods and level of reliance on cutting-edge technology for sales and
distribution of financial products and services, three major categories of bank business models may be
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established. Banks can operate under the Neo-bank business model after transitioning from the
conventional brick and mortar model to the digital bank business model. Neo-banks can decide whether
to offer their services in collaboration with well-known banks or go through the necessary regulatory
procedures to obtain a complete banking license.
A financial institution operating as a Neo-bank normally holds a license for offering at least payment
accounts and services that are only available online. Neo-banks are distinguished by their online-only
presence and lack of physical branch networks. It's important to note that the bulk of Neo-Banks’s
clients are typically millennials who are comfortable using technology [13].
Following the 2008 financial crisis, when clients were looking for traditional banks that didn't
significantly rely on physical branches, the Neo-banks model saw a boom in popularity. While offering
comparable or identical financial goods to traditional banks, this model does away with the necessity
for physical branches and has considerable variations from them. Neo-banks use a cost-effective
business model to offer customers specialized, feature-rich products and services that are available
anytime, anyplace. This eliminates the need for customers to visit local branches during business hours.
The main goals of the Neo-banks model are to improve client convenience, experience, and related
processes. The main differences between conventional banks and cutting-edge banking models are
outlined in the next section.
EFFECT OF NEO BANKS ON TRADITIONAL BANKING
The banking industry now faces intense competition, thanks to neo-banks. Traditional banks today face
competition from Neo-banks, who are quick and tech-savvy, in addition to other historical institutions.
This has led traditional banks to enhance their customer retention strategies and digital offerings. It
leads the way in banking technical innovation. To deliver smooth, user-friendly digital experiences, they
frequently make use of cutting-edge technology. To stay up, traditional banks have had to speed up their
own embrace of technology. User experience and customer-centric design are given top priority by neo-
banks. They provide user-friendly mobile apps, round-the-clock customer service, and specialized
financial tools. To adapt to evolving client expectations, traditional banks have been forced to invest in
comparable improvements. Because they don't have physical branches, neo-banks often have fewer
overhead costs. Due to this, conventional banks are under pressure to identify cost-cutting measures
like simplifying branch operations and using digital procedures. Neo-banks frequently begin by selling
a narrowly focused product, like savings accounts or prepaid cards, before extending their services. In
response, conventional banks have expanded their product lines and partnered with fintech firms to
provide cutting-edge solutions. Neo-banks can increase financial inclusion by providing services to
underrepresented groups. In response to Neo-banks' efforts in this sector, conventional banks are now
making an attempt to reach the unbanked and underbanked. Traditional banks benefit from existing
regulatory ties, but as they grow their digital operations, they may come under more scrutiny.
Partnerships between traditional banks and neo-banks are growing, as are investments in fintech
businesses. Through these partnerships, conventional banks can benefit from the flexibility and
innovation of neo-banks while still making use of their current clientele and resources. Neo-banks
frequently start off small and then progressively grow their activities. Neo-banks have upended the
banking sector by pressuring established banks to change and innovate. The financial services provided
to consumers and businesses are anticipated to continue to improve as a result of the rivalry between
these two banking models [14].
FUTURE ISSUES AND DIFFICULTIES OF NEO-BANKS.
Even though cross-border payments have a lot of room for innovation, FinTech companies haven't yet
explored it to the fullest. Due to the high expenditures involved, migrant workers in particular
experience a significant burden while sending remittances. Despite significant inbound personal
remittances, cross-border transactions in the context of India tend to be slower than domestic payments,
and there are few alternatives available (RBI, 2019). Payment instructions must be translated into a
standard language in order for payment systems in various countries to be interoperable. This calls for
the synchronization of norms and procedures across numerous geographic areas as well as the

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development of shared confidence in each domestic network's Know Your Customer (KYC) and Anti-
Money Laundering (AML) frameworks [15].
In the absence of clearly defined statutory rights and obligations for service providers, the rising
popularity of FinTech’s could worsen concerns about data usage, protection, and privacy. Ineffective
management of machine learning algorithms could prolong current discriminatory trends and exclude
vulnerable groups. The next challenge is to empower customers by lawfully and legally securing their
sovereignty over the data they collect. This is because Internet and mobile coverage are becoming more
widely available in India. Citizens should be able to exert control over their data, treating it just like any
other asset they own. Data localization is becoming more and more popular across the board. In
response, a strategy where data is stored locally and only binary searches are allowed from outside the
country would be a feasible solution. In order to strike a balance between data access and data
protection, these inquiries would have to adhere to a predetermined and universally accepted list of
permissible questions. These inquiries would have to comply to a predetermined and universally
accepted list of permissible queries, striking a balance between data access and data security. [16].
As FinTech develops, it is critical to assess its impact on financial stability. Due to easier access to credit
and more competition, the growth of FinTech could result in a lowering of lending standards. FinTech
lenders frequently offer credit through a combination of debt and equity, in contrast to traditional banks
that rely on deposits, potentially making such loans more sensitive to economic cycles and volatility
due to the lack of defined credit rules. Furthermore, the expansion of credit activity in unregulated
sectors may make countercyclical regulations less effective at controlling credit-related oscillations.
Additionally, banks working with FinTech’s may be exposed to risks relating to their reputation,
cybersecurity, and third-party interactions.
Access to its services is a big problem in the FinTech sector. Despite having the second-largest
population of Internet users in the world, access to the web continues to be disproportionately
concentrated among urban, male, and well-off groups of people. The average user waits about 3 to 4
months before making their first online purchase due to the low level of trust that users have in online
marketplaces. The preference for making purchases still swings toward offline transactions, even if
many customers use online platforms for product research. [17].
In order to clear misconceptions about digital payments, regulators should give proactive fraud
detection measures top priority while also integrating digital literacy into financial education. To
promote low-income groups' engagement, it is crucial to make safety and grievance redressal methods
clear and widely known. It's crucial to understand that concentrating only on digital etiquette and
financial literacy might not be enough [18]. Evidence from numerous nations suggests that changing
the habit of using cash is difficult. For instance, even street sellers in India accept electronic payments.
Cash usage tends to decline as trust in institutions grows while it tends to rise when privacy worries are
at their peak. Therefore, basic issues relating to privacy and trust in financial institutions must be
addressed in policies intended to promote electronic payments [19].
FINDINGS:
Since both of these industries now offer online financial services, the distinction between digital
banking and neo-banking has become hazier due to their rapid expansion. A growing number of
partnerships and collaborations between existing financial institutions and fintech companies have
resulted from traditional banks recognition of the promise of fintech and technology-driven financial
services. Neo-banks have increased competition in the banking industry, forcing established banks to
improve customer retention plans and digital services. To effectively compete, conventional banks have
increased their product offerings, invested in technology, and prioritized the user experience. Data
localization is becoming more and more necessary as internet and mobile usage develop in India. There
are now worries regarding privacy and public trust in financial organizations as a result of citizens
demands for control over their data. Cross-border payments offer a significant amount of space for
innovation, but FinTech companies have not yet tapped into this market. The access to FinTech services
is still inequitably favouring urban, male, and wealthy groups despite the substantial Internet user base
in India. Even while people use online platforms for product research, there is a lack of trust in online
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markets, which causes them to postpone their initial online transactions. Cash is still preferred over
other forms of payment on a national level. Others, like Tokyo, still significantly rely on cash, while
some, like China, have widely accepted electronic payments. The use of cash tends to rise as privacy
concerns rise, but tends to decline when institutional trust rises.
SUGGESTION:
It is crucial for regulators, traditional banks, and Neo banks to work closely together in light of the
technological revolution Neo Banking has sparked in the Indian banking industry. In order to assure
consumer protection, data security, and innovation while preserving financial stability, regulators should
develop an effective regulatory framework. To take advantage of Neo banks' technology-driven
strategies and remain competitive, traditional banks should think about joint ventures and investments
in them. To grow in this competitive environment, neo banks must maintain an emphasis on user-centric
design, data security, and financial inclusion.
CONCLUSION:
Neo Banking is a revolutionary force in the Indian banking industry, providing cutting-edge,
technologically advanced financial services to meet the changing needs of customers. Fostering
cooperation, ensuring regulatory compliance, and upholding a steadfast commitment to customer-
centricity will be crucial for continued growth and success in this quickly changing environment as this
technology revolution takes shape. Neo banks have the potential to have a big impact on how banking
will develop in India in the future, especially in terms of financial inclusion and innovation.
REFERENCES:
[1] Seyal, A. H., & Rahim, M. M. (2011). Customer satisfaction with internet banking in Brunei
Darussalam: Evaluating the role of demographic factors. E-Service Journal: A Journal of
Electronic Services in the Public and Private Sectors, 7(3), 47-68. Google Scholar
[2] Valero, S., Climent, F., & Esteban, R. (2020). Future banking scenarios. Evolution of
digitalisation in Spanish banking. Journal of Business Accounting and Finance
Perspectives, 2(2), 13. Google Scholar
[3] Sibanda, W., Ndiweni, E., Boulkeroua, M., Echchabi, A., & Ndlovu, T. (2020). Digital
technology disruption on bank business models. International Journal of Business
Performance Management, 21(1), 184-213. Google Scholar
[4] Krishna, B. H., & Kumar, A. A. (2020). FinTech, BigTech and banks: Digitalisation and its
impact on banking business models. Indian Journal of Finance, 14(1), 76-79. Google
Scholar
[5] Temelkov, Z. (2022). Factors affecting Neo-banks sustainability and development. Journal
of Economics, 7(1), 1-10. Google Scholar
[6] Wewege, L., Lee, J., & Thomsett, M. C. (2020). Disruptions and digital banking
trends. Journal of Applied Finance and Banking, 10(6), 15-56. Google Scholar
[7] Arun, T., Markose, S., Murinde, V., Kostov, P., Khan, A., Ari, N., ... & Sethi, R. (2023). Impact
of Neo-banks (Digital Banks) UK–India Comparison. ESRC-ICSSR Policy Paper, 1-36.
Google Scholar
[8] Agrawal, A., & Yesugade, A. A perception study of Neo banking as a Fintech Revolution.
International Journal of Engineering Research and Applications, 12(3), 17-26. Google
Scholar
[9] Khanna, S., & Martins, H. (2018). Six digital growth strategies for banks. McKinsey & Co, 1-
7. Google Scholar
[10] Temelkov, Z. (2020). Differences between traditional bank model and fintech based digital
bank and Neo-banks models. SocioBrains, International scientific refereed online journal
with impact factor, 74(1), 8-15. Google Scholar
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[11] DeYoung, R., & Rice, T. (2004). How do banks make money? A variety of business strategies.
Economic Perspectives-Federal Reserve Bank of Chicago, 28(4), 52-68. Google Scholar
[12] Navaretti, G. B., Calzolari, G., Mansilla-Fernandez, J. M., & Pozzolo, A. F. (2018). Fintech
and banking. Friends or foes? Friends or Foes, 1-38, Google Scholar
[13] Flejterski, S., & Labun, J. (2016). The banking industry and digital innovation: in search of
new business models and channels. European Journal of Service Management, 20(1), 5-15.
Google Scholar
[14] Sardar, S., & Anjaria, K. (2023). The future of banking: How neo banks are changing the
industry. International Journal of Management, Public Policy and Research, 2(2), 32-41.
Google Scholar
[15] D’Silva, D., Filková, Z., Packer, F., & Tiwari, S. (2019). The design of digital financial
infrastructure: lessons from India. BIS Paper 106(1), 1-39. Google Scholar
[16] Larisa, G., Tetiana, N., & Viktoriia, V. (2019, October). Neo-banks operations and security
features. International Scientific-Practical Conference Problems of Info communications,
Science and Technology (PIC S&T), 839-842. Google Scholar
[17] Grabner‐Kräuter, S., & Faullant, R. (2008). Consumer acceptance of internet banking: the
influence of internet trust. International Journal of bank marketing, 26(7), 483-504. Google
Scholar
[18] Singh, S., & Rana, R. (2017). Study of consumer perception of digital payment mode. Journal
of Internet Banking and Commerce, 22(3), 1-14. Google Scholar
[19] Png, I. P., & Tan, C. H. (2020). Privacy, trust in banks, and use of cash. Trust in Banks, and
Use of Cash, 2-9. Google Scholar

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Recent Trends in Management Social Science & Technology Manegma 2023
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[Document title]
“EMERGING TRENDS IN BANKING SECTOR IN INDIA”
Mruthyunjaya C
Research scholar,
Dept of commerce and management
Srinivas University, Mangalore.
ABTRACT
The banking sector has gone through some major changes in recent years, and it’s only going to
continue to change in the years to come. If you’re looking to stay ahead of the curve, it’s
important to know what trends are emerging in the world of banking. Since 1969, tremendous
changes have taken place in the banking Industry. The Financial sector, of which Banking sector
is the largest player, plays a dominant role in building the economy of an individual as well as a
nation. Banks have control over a large part of the supply of money in circulation. They are the
main stimulus for the economic progress of a country. Indian banking system touches the lives of
millions of people and it is growing at a fast pace. Banking industry in India is facing number of
challenges like changing needs and perceptions of customers, new regulations from time to time
and great advances in technologies. The pressure of meeting these challenges have compelled
banks to change the old ways of doing business. With the emergence of Privatization,
Globalization and Liberalization in India, Banks are focusing on Research and Development and
applying various innovative ideas and technology. There is a close relationship between the
development of banking sector and the new innovations in technology and Electronic data
processing. The present paper focuses on major technology trends and innovation in banking.
Key Terms: Financial sector, banking industry, Artificial Intelligence, new generation,
Electronic funds transfer, Welfare activities, security privacy.
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[Document title]
I.INTRODUCTION:
Banking sector is the section of economy concerned to holding of financial assets for
others, investing financial assets as authority to create more wealth and the regulation of those
activities by government agencies. In India banking sector is always been one of the most
preferred entrance to employment. In presently banking sector is a resident sector in Indian
economy. Banking sector has the potential to account for over 7.7 of Gross Domestic Product
(GDP) over 7,500 billion in market cap, and to provide over 1.5 million jobs. Now a day’s banks
have diversified their activities and are giving into new products and services that include
opportunities in credit cards, consumer finance, wealth management, life insurance, general
insurance, investment banking, mutual funds, pensions, fund regulations, stock broking services,
custodian services,private equity,etc.In India banking sector consists of 26 public sector banks,20
private banks & 43 foreign banks along with 61 regional rural banks (RRB’s) and more than
90,000 credit cooperatives. In currently Indian banking industry worth is rs.81 trillion. Nowday’s
banks are working using of technology like internet, & mobile devices to carry out truncations
and to communicate with customers directly. Today Indian banking Sector is a flourishing
Industry; it‘s mainly focused on new Banking technological innovations. Banks created to use
technology to provide effective quality and services to the customer and get high speed.
Innovation in banking technology is driven by the constantly evolving customer expectations and
internal business mandates. Customer behavior patterns have shifted over the last couple of years
and the focus now is on instant fulfillment – be it for account opening, transactions
financial/nonfinancial) or problem resolution. Customers today demand a 24×7 consistent access
to systems and services, with the fastest transaction processing possible. In the recent scenario
has been changed, there are around 340 banks are working in India, in which are public and
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private banks. Today all the banks started with the different channels, like ATM, Credit Cards,
Debit Cards, Mobile Banking, Internet Banking, etc. But Net Banking made it an easy way for
customers to do their banking transaction from various places. In 2020 India's banking sector is a
fifth largest banking sector.
OBJECTIVES
 To study the emerging trend of banking technology and innovation.
 To study the challenges faced by Indian banks in the changing scenario.
DATA COLLECTION
The study is descriptive in nature and is based on secondary data. The data are collected from
various reports, journals, news articles, various bank portals, RBI portal and internet sources.
TECHNOLOGY AND INNOVATIONS IN BANKING:

Technology has opened up new markets, new products, new services and efficient delivery
channels for the banking industry. The various technological platforms provided by the banks to
its customers bring greater flexibility and operational convenience by providing computerized
banking environment. Major technology and innovation banking sector in India are:
 APPLICATIONS PROGRAMMING INTERFACE(API)
 Innovation Labs
 UPI
 Digital Wallets
 Wearable Technology
 The 3 Big B’s
 Real time gross settlement(RTGS)
 National Electronic Funds Transfer (NEFT)
 Electronic fund transfer
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 Point of sale (POS)

 Electronic Clearing Service (ECS).
Now, discuss about technology and innovation in detail as under:

 APPLICATIONS PROGRAMMING INTERFACE(API) :
An API (Application Programming Interface) is an interface that allows synchronizing,
link and connecting the database of service with any application. Their implementation in
the banking system is basically the same: they link a bank’s database (its customers’
information) with different applications or programs, thus forming a network
encouraging the promotion of services, payments, and products appropriate to each
person. Its benefits range from cost reduction, optimization of services, and reduction of
time spent on transactions, increased revenue and facilitation in all the needs of those
who accept it.
 Innovation Labs:
Many banks have adopted proactive strategy by establishing their own internal
innovation labs. Innovation labs operate with the primary objective of evaluating and
adopting emerging technologies and contribute to bank‟s motive of digitalization. Eg:
AXIS Bank has set up its Innovation Lab named Thought Factory
 UPI :
National Payments Corporation of India (NPCI) launched Unified Payments Interface
(UPI) in 2016 with 21 member banks. UPI is a system that powers multiple bank
accounts into a single mobile application, merging several banking features and seamless
fund routing. UPI has been considered as the revolutionary product in payment system.
Example : BHIM app,Google Tez,Paytm,SBI Pay,BOB UPI,Axis Pay
 Digital Wallets :
Digital Wallets allow an individual to make electronic transactions using a smartphone.
Awareness and use of e-wallets increased post demonitisation in India. It is indeed one
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step towards “less cash” economy. Example : mRupee, ICICI Pockets,HDFC

PayZapp,Citi MasterPass,YONO SBI
 Wearable Technology :
“To wear your bank on your wrist” is a reality today. Smart watch banking helps the
customers check their balance, get fraud alerts, carry out both financial and information
transactions and offers many more services, all on their wrist. In India, ICICI has
launched an app named iWear for all smart watches. ICICI is among few global players
allowing transactions using this app on both Apple and Android platforms. As technology
is redefining banking, wearable banking and transactions via smart watches and smart
glasses is gearing up as a key trend.
 The 3 Big B’s :
The 3 Big B‟s prominently trending today in Indian banking sector are Biometrics,
Blockchain and Big Data Analytics.
1) Biometrics:-
Biometrics technology makes use of biological data and behavioral characteristics that
differentiates one human being from another. Biometrics is secure and cost effective
method for authentication process of the customers of the bank. It eliminates the burden
of remembering passwords, PINs and card numbers.
2) Blockchain:-
A blockchain is a data structure that is used to create a digital ledger of transactions and
share it among a distributed network of computers. The underlying principle used is
cryptography, wherein each participant on the network is allowed to manipulate the
ledger in a secure way without the need for a central authority.Present day applications in
India In October 2016, ICICI Bank carried out India‟s first international trade transaction
and overseas remittances using blockchain technology. ICICI partnered with Dubai‟s
largest bank Emirates NBD for this project. AXIS Bank and YES Bank too are working
on blockchain technology.
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3)Big Data Analytics :-

Big Data are said to be extremely huge data set that has to be analysed, handled, managed
and validated through typical data management tools. Indian banks have millions of
customers. The data of these customers is stored in the database. Retrieving the data in
meaningful manner becomes a complex process as many times the data collected is
unorganized. Big Data Analytics helps in resolving this problem. To achieve competitive
edge in today‟s modern banking era, banks in India are using data analytics to attract new
customers, retain them and make the entire process consumer centric.
 Real time gross settlement(RTGS):
Real time gross settlement is a fund transfer system. Settlement in “real time” means the
transactions happen almost immediately “grosssettlement “means transaction is settled
one to one basis. This is mainly used for transaction which high in value and need to be
cleared immediately. Real Time Gross Settlement system, introduced in India since
March 2004, is a system through which electronics instructions can be given by banks to
transfer funds from their account to the account of another bank. The RTGS system is
maintained and operated by the RBI and provides a means of efficient and faster funds
transfer among banks facilitating their financial operations.
 National Electronic Funds Transfer (NEFT):
According to Reserve Bank of India, National Electronic Funds Transfer (NEFT) is a
nation-wide payment system to facilitate one-to-one funds transfer. Under NEFT,
individuals, firms and corporate can electronically transfer funds from any bank branch to
any individual, firm or corporate having an account with any other bank branch in the
country participating in the Scheme. The funds under NEFT can be transferred by
individuals, firms or corporate maintaining accounts with a bank branch. Even
individuals not having a bank account can deposit cash at the NEFT-enabled branches
with instructions to transfer funds using NEFT. However, such cash remittances will be
restricted to a maximum of Rs.50, 000/- per transaction. Such walk-in-customers have to
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furnish full details including complete address, telephone number, etc. NEFT, thus, also
help in transfer of funds even without having a bank account. This is a simple, secure,
safe, fastest and cost effective way to transfer funds especially for Retail remittances.
 Electronic fund transfer:
It is a system of transforming money from one bank account direct to another without any
paper money charging hands. Direct deposits are one of the most widely used EFT
program. It refers transfer of funds initiated through on electronic terminal, including
credit cards, ATM, and point of sale transactions. It used for both credit transfer and debit
transfer. Electronic fund transfer transactions are processed through the automated
clearing house network. The growing popularity of EFT for online bill payment in paying
the way for paperless universe where checks,stamps, envelops, and paper bills are
obsolete. Through EFT administrative costs should be reduced, increase efficiency,
simplified bookkeeping and greater security.
 Point of sale (POS):
Point of Sale Terminal is a computer terminal that is linked online to the computerized
customer information files in a bank and magnetically encoded plastic transaction card
that identifies the customer to the computer. During a transaction, the customer's account
is debited and the retailer's account iscredited by the computer for the amount of
purchase.
 Electronic Clearing Service (ECS) :
Electronic Clearing Service is retail payment systems that can be used to make bulk
payments/receipts of asimilar nature especially where each individual payment is of
repetitive nature and of relatively smaller amount. This facility is meant for companies and
government departments to make/receive large volumes of payments rather than for funds
transfers by individuals.
CHALLENGES
 Automation and AI may lead to unemployment
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AI and automation are the major breakthroughs of today‟s innovation era. Although the
benefits are promising, technology revolution poses a great threat to many of the jobs
which will be completely automated and opportunities for job seekers will shrink.
Banking is no exception to this fact.
 Voice Revolution will take over online banking
As voice recognition and voice authentication mature, web traffic to banking sites and
mobile applications may drop by 50% in next few years. Customers will simply TALK to
an internet connected device and perform most common banking tasks within few
seconds. Drop in web traffic due to voice recognition systems could pose a serious threat
to banking industry. The customers who currently visit the websites for banking tasks,
also go through the marketing promotions on the site. The banks may lose the
opportunity to cross sell current customers with drop in web traffic.
 Issues related to Biometrics
Operational issues – A minor could change the voice quality and may pose problems in
speech authentication. People who work in labour intensive jobs may have damaged
fingerprints. Even the senior citizens may have problem in fingerprint authentication.
 Security issues
In its note on 'Digital Payments - Analysing the cyber landscape', KPMG mentioned,
cybersecurity is oneof the most critical challenges faced by stakeholders of the digital
payment ecosystem. With more andmore users preferring digital payments, the chances
of getting exposed to cybersecurity risks like onlinefraud, information theft, and malware
or virus attacks are also increasing. Lack of awareness and poordigital payment
ecosystem are some of the primary reasons that have led to increase in these attacks.
 Digital literacy in rural areas

There has been considerable growth in the users of smartphone in rural India in last few
years. But not many are aware and confident about online banking through smartphones.
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The primary usage of smart phone is restricted to entertainment and communication only.
As the urban tech savvy customers adopt the changing landscape of ICT innovation in
banking, Indian rural population yet needs to beeducated about the concepts of AI,
Biometrics, Blockchain, Big Data etc.
CONCLUSION
An upgradation of technology banks are playing vital role in economic development. Banking
sector inIndia is resulting with increased growth in customers. By providing innovative facilities
of banks. The changes made by banks are mostly focused on financial inclusion for expansion
into rural areas and bringing stability by boosting credit growth making banking services near to
he customer directly and reducing customer valuable time. The current trends in banking are
building blocks of the “Cashless Economy”. Though there are few challenges, technology will
keep evolving and with collaborative efforts of Banks, Government and end users, overcoming
these challenges will certainly be possible. The initiative of Government of India will very soon
achieve its mission and rural India too would be “digitally literate”. Banks will have to develop
a strategy to bridge the gap of technology in rural banks and urban banks. Today, Indian banking
industry is on the threshold of “next generation banking”. ICT innovation clubbed with dream of
“cashless economy” will certainly bring about metamorphosis in the banking sector.
REFRENCES:
1. Mrs. Madhura Ayachit, “ICT Innovation in Indian Banking Sector: Trends and Challenges”,
IOSR
Journal of Business and Management, PP 21-27.
2. M.Sujatha, N.V Haritha, P. Sai Sreeja (2017) ,“A study on recent trends of banking sector in
india”,Mahratta chamber of commerce,Pune(India), PP 296-303.
3. Banking Technology present status and future trends (2017) , report present by Institute for
Development and Research in Banking Technology.
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4. Dr. Karuna Gupta, Mr. Ravindra Arya, Mr. Vineet Goel(2017), “Emerging trends in banking
sector in india (With Special Reference to Digitization)”, International Journal of Science
Technology and Management, Vol-6 issue -03, PP 260-268.
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[Document title]
Case study of a Middle Schooler with Scolionophobia
Buvana R1* & Dr. Prashanth Talwar2*

1
Research Scholar, College of Social Science, Srinivas University, Mangalore, India
OrcidID: 0000-0003-1761-428X; E-mail: buvanar@hotmail.com
Contact#: 9945760150
2
Professor, College of Social Science, Srinivas University, Mangalore, India
Orcid ID0000-0003-0211-9446; E-mail: typras@gmail.com
Contact#: 6361097460
ABSTRACT
Phobia is a persistent, excessive, and unjustifiable fear of an object, person, animal, activity or
situation. Phobia is a type of anxiety disorder. Occasional anxiety is a normal healthy phenomenon.
Anxiety disorder, however is characterized by an overwhelming unrealistic fear resulting in intense
worry, panic and avoidance. An emotional reaction to a perceived threat is fear. This is distinct
from anxiety, which is a reaction to a potential threat. Such phobias are regarded as subcategories
of anxiety disorder in the Diagnostic and Statistical Manual of Mental Disorders, Fifth Edition.
Agoraphobia is a dread of being out in public or around many individuals. This case study is
focused on the phobia known as Scolionophobia. All ages can be affected by this, although kids
and teenagers tend to experience it most frequently. Children are particularly susceptible to school
rejection during periods of change, such as when they begin middle school or high school. Children
who have a fear of going to school frequently have severe bodily symptoms. Scolionophobia can
arise as a result of a number of circumstances, including traumatic events like bullying, struggles
in the classroom, social rejection, or dramatic changes in the educational environment. Unrest in
the stomach, nausea, or headaches before school are a few signs of scolinophobia. Clinging,
sobbing, or requesting to be excused from school are further indications. The essential purpose of
this case study is to focus on a unique case of scolionophobia.
Design/Methodology/Approach:
An in-depth research design that primarily uses a qualitative methodology will be implemented.
Case study of a eleven-year female child will be used to examine an identifiable problem.
Findings/Result: The findings of this study will generate an in-depth, multi-faceted
understanding of a complex issue in its real-life context.
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Originality/Value: This is a unique case study; the subject is not much delved upon in an Indian
educational setup.
Paper Type: Case Study
Keywords: Scolionophobia, Agarophobia, Panic Attack, Fear of School, Anxiety.
INTRODUCTION:
Fear is a normal occurrence for a school going child. When the fear turns into phobia, then there is a need
for a medical diagnosis and a psychological intervention. Here is a case that involves a young elementary
schooled transitioned to a middle school child who has intense fear of going to school. Any transition is
challenging, more so for a child who has been trained in a Montessori system of schooling having to learn
and adjust to the ways of a traditional, structured schooling system.
School phobia is a difficult issue for kids and teens, and it has gained importance for counselors, teachers,
parents, psychologists, psychiatrists, doctors, mental health professionals, and educators, especially those
who work with kids and teens in the educational system. The development of school phobia in students is
influenced by a variety of factors, including the student's temperament, events at school, and home
circumstances [1]. The impact on mental health due to Anxious School Refusal (ASR) manifests in varying
degrees of severity and necessitates a different approach to care depending on the individual's functioning,
the presence of simple or complex psychopathology, risk factors like maltreatment, environmental issues,
and educational challenges, as well as family dynamics and parental mental illness [2]. Groups at a higher
risk of social anxiety and a worse view of family functioning are the groups with high school refusal
behavior for both positive and negative reinforcement at the same time [3]. Studies indicate that there
existed significant positive association between the investigated children' overall anxiety and their overall
school refusal behavior [4]. Despite the absence of family trauma, school refusal is a sign of psychosocial
distress, suggesting therapy and efficient management of symptoms. Thus, it calls for comprehensive
evaluation [5].
GENERAL CHARACTERISTICS:
Loving youngster, well-behaved, timid but expressive about her feelings with her parents. Smart in
academics and well balanced with other co-curricular activities. Attention seeking and obstinate behavior
are some of the recent developments. Child has a natural normal sibling relationship. Child found it hard to
make friends in the new school. Conscientious parents, well educated, understanding of the child’s
predicament. Separation anxiety, attention-seeking behaviors, and oppositional conduct seem to be the main
characteristics of young children with school refusal behavior. These traits frequently appear as willful,
obstinate, or manipulative actions intended to coerce parental compliance with demands of various kinds.
This description is supported by the fact that many of these families’ exhibit either high degrees of reliance
or low levels of independence. A typical situation is a youngster who refuses to go to school or participate
in other activities, and who utilizes oppositional behavior, like temper tantrums, to achieve these aims [6].
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It is crucial that parents and teachers become adept at identifying typical indicators of school refusal and
acting swiftly. Significant family trauma, sleep issues, attention issues, a down mood, or impatience;
Having trouble or resistance getting out of bed in the morning to go to school even though there are no
obvious symptoms of illness [7]. Pediatricians may address absenteeism attributable to a variety of factors
through one-on-one interactions with patients and its related to students' physical and mental health [8].
PARENTS’ BRIEF:
The child is afraid to attend school. She has trouble sleeping the night before the school feeling anxious
about the following day. She finds excuses for missing school. There were physical symptoms where she
developed fever, stomach ache and felt stressed. Anger, throwing tantrums were other symptoms. She
became sensitive and felt insulted by comments from her peers and a few teachers. She became anxious in
a bigger school setup and felt forced to attend different subject classes. School absences have become
frequent. Months of struggle have become exhaustive for the parents and the child. This began having some
effects on the younger sibling who attends school regularly.
CLINICAL IMPRESSION:
 Healthy child
 Sound Mind
 Loving and well-behaved
 Frequent small sickness and hence hospital visits
 Stressed and sleepless
 Mild social anxiety
 No other co-morbidities found
COMMON WARNING SIGNS:

 Tardiness
 Excused and Unexcused absences from school
 Frequent visit to the Principals room where she felt safe
 Difficulty in sleeping
 Gradually stopped talking to neighborhood friends
 Irritable and Angry
 Throwing Tantrums
 Falling ill and feigning illness
CAUSES:
The most relevant of causes for this study is taken into consideration and discussed here. Children with
separation anxiety disorder experience chronic fear of losing or separating from a loved one, and anxiety
over separating from the attachment partner that is out of proportion to their developmental level. It results
in their dissociation from the significant attachment figure, avoiding going out, going to school, or going
somewhere out of fear of getting separated [9]. The most common mental health conditions among kids
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who skip school due to emotional causes are anxiety disorders. To enable prompt return to school, there is
a focus on early detection and effective intervention [10]. The tendency of researchers to focus on
developmental models of school refusal behavior and absenteeism is a reflection of the fact that numerous
factors accumulate over time to result in early school exit. Socioeconomic, behavioral, familial, and
attitudinal factors are among the many predictors [11].
METHODOLOGY:
SAMPLE: A young girl of 11 years old from an urban upper middle class society.
Research Design: Qualitative Interviews were conducted individually and independently with both the
parents and the child. The above mentioned tools were used for an assessment although not as a diagnostic
one. This was used as an indicator for the severity of the anxiety symptoms and to reaffirm what was
understood during the interview process.
TOOLS:
 Spence Children's Anxiety Scale (SCAS; Spence, 1997) [12]
 School Refusal Assessment Scale-Child Version (SRAS-C Christopher A. Kearney, Anne Marie
Albano, 1993) [13]
PROCEDURE: After an informed consent from the parents, the child was administered the above two
scales. This is a self-reported measure that the child took about 30 minutes to complete. Proper instructions
and explanations were given to the child and the parents.
DATA ANALYSIS: Microsoft Excel and MS Word were used to capture and analyze data.
FINDINGS:
SCAS:
 The total t-score leaving behind the filler scores fall in a normal range below 60%.
 The subscale t-score of Separation Anxiety is in an elevated range at an almost 70% indicating that
the child t-score is at the top 2% of children.
 The subscale t-score of Social Phobia is in an elevated range at a 66% indicating that the child’s
score is at the top 6% of children.
 The rest of the categories of subscales fall under a normal range.
SRAS:
 The mean score of Function One out of four show a higher mean than the other three.
 Function 1: "Avoidance of stimuli provoking negative affectivity" shows a high 4.83
 Function 2: "Escape from aversive social and/or evaluative situations" shows a score of 3.67
 Function 3: “Attention Seeking” has a score of 3.5. Function 2 and 3 fall under the 0.5 difference
window making it equal according to the scoring of the scale.
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INTERVENTION:
During this transition period of elementary to middle school, an effective first step in management entails
the evaluation of contributing and maintaining elements, which includes thorough evaluation and therapy.
Severe and protracted school refusal has an impact on a young person's intellectual, social, and emotional
development and may be linked to mental health issues as an adult [14]. The link between school refusal
behaviors and anxiety levels got established. Studies indicate that the factors that are significantly linked to
higher anxiety scores in school students include female gender, rural schools, native language (Tamil) as
the medium of instruction, extended family environments [15]. In this case however, there was a language
problem of Kannada that proved to be a threatening factor for the child. Students' anxiety-related issues can
obstruct their academic and/or social growth in educational environments. With an elevated separation
anxiety, intervention such as Graded Exposure Technique (GET) is a well-proven method of addressing the
behavioral aspect of school phobia. According to studies of Myers and Davis, Joseph and Gray, GET is a
behavioral therapy used to treat anxiety disorders. In order to reduce anxiety, it entails gradually exposing
clients to the feared object or situation [16]. The Learning and Study strategies are abilities that are crucial
for academic performance which consists of Attitude, Motivation, Time management, Anxiety,
Concentration and processing information [17]. These strategies could be incorporated into the intervention
and management plan.
In India, several therapists employ Cognitive Behavior Therapy (CBT), either exclusively or in combination
with other treatment modalities. There haven't been any documented attempts to modify this therapy for
use in India, though. Although there hasn't been much information sharing among physicians, it's possible
that each practitioner has their own adaption for usage with their own demographics [18]. For school phobia
or refusal, CBT is the method of treatment that people prefer and use the most frequently. Play Therapy(PT)
is used alongside other interventions. A safe place is provided to express their thoughts and actions in a
comfortable zone. The metaphorical universe of a youngster is revealed through interaction with the toys
on hand. The therapist becomes familiar with some ideas and feelings that a youngster would otherwise
find challenging or impossible to verbalize [19]. Ideas were experimented in countries outside India in a
quasi-experimental design to test the efficacy of for teachers' awareness of children' school phobia at
primary schools where every primary school attended a month long program to combat school anxiety [20].
Certain steps could be taken to include behavior problems in their training curriculum [21].
Increasing teacher’s awareness and modifying class and curriculum for the child was experimented.
Educational Psychologists put together comprehensive intervention strategy for school refusal behavior. By
taking into account all systemic levels' affecting aspects, it may be that therapies like CBT have a better
chance of working [22]. In addition to this, there is a greater emphasis on behavioral interventions for
childhood anxiety disorders, such as relaxation techniques and graded exposure [23].
Numerous counseling interventions is available to overcome school refusal problems (Ego State therapy
(EST) and Systematic desensitization (SD)). Systematic Desensitization (SD) employs reciprocal inhibition
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principles, a fear-inducing stimulus paired with a response that block the emergence of feelings of fear. The
child will gradually be confronted with a fear-inducing stimulus hierarchy while applying relaxation to
make him/herself comfortable. Once the child is comfortable and the level of fear is reduced, he will be
faced with a more difficult stimulus which is a procedure in which clients repeatedly recall, imagine, or
experience anxiety-generating events and then use a relaxation strategy to suppress the anxiety caused by
the event [24]. The treatment package for CBT has a lot of room for personalization [25]. Varied
intervention program were used with certain college students and there was a noticeable improvement in
social phobia symptoms and self-esteem levels [26]. Management starts with determining where the issue
originated. Teaching kids calming methods for phobias, improving parent, teacher child communication,
giving positive reinforcements and assurances will help them get over their worries or phobias [27].
IMPACT:
The common mental disorder of social anxiety is still poorly understood outside of the scientific
community. The investigation leads to the conclusion that social anxiety is common in children. It is critical
to recognize that social anxiety can negatively impact a variety of facets of life, including friendships,
academic success, emotional wellbeing, and possible career possibilities. However, recognizing social
anxiety symptoms is the first step in getting help [28]. Numerous school-aged children experience shyness,
due to separation anxiety which can have a long-lasting impact on peer interactions, wellbeing,
psychological development, and academic success. In order to combat shyness, therapies included
techniques such psychoeducation, exposure, modeling, cognitive limiting, and peer mediation. Anxiety,
social phobia, and internalizing behaviors were all reported to have decreased across all included
investigations. However, school-based interventions also had a positive ecological validity and produced
substantial impact sizes [29].
CONCLUSION:
Children experience anxiety when they are removed from their family, especially their mother. Children's
stresses are also thought to include social anxiety regarding the school environment, fears connected to
teachers, issues with self-care skills, fears of failure in activities, fears related to rules, and fears of being
forgotten in the school. The conclusion that social phobia and school anxiety also impair school-aged
children's self-esteem [30]. To prevent, recognize, and intervene in emerging and established School
Refusals (SR), School Refusal Behavior, Truancy, School Withdrawal, and SR have different traits and risk
factors, hence these concepts need to be understood individually [31]. Research on the development of
social withdrawal and social anxiety has the potential to offer a more comprehensive explanation and
evidence base for both phenomena [32]. Children may be able to express their actual emotions safely only
in a classroom that is loving and affirming. Practically speaking, this means that fostering each child's
learning and development into a socially competent adult requires emotional comfort in the classroom.
However, all of these problems can be addressed and resolved by caring administrators who are dedicated
to making schools a safe and supportive environment for all students [33]. In this case, the school
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administration and faculty shared different views on supporting the child which led to greater struggle for
her. Coping with bias and jealousy from the peers, handling different views and support from teachers,
teasing and stereotyped behaviors of parents of her classmates led to a miserable four months for the family.
The child is presently undergoing structured plan with a therapist, supportive understanding and loving
parents, the child has a better head space and is picking up her strength at starting to go back to school.
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[11] Dang, S., & De Sousa, A. (2022). School Refusal: a modern post COVID
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[14] Mohamed, A. A. E., Ayed, M. M. A., Ahmed, S. M., Mohamed, S. M., & Mahmoud, T.
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[15] Muthusamy, A., Gajendran, R., & Thangavel, P. (2022). Anxiety Disorders Among
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[16] Abdulwahid, U. (2018). Effect of Graded-Exposure Technique on School Phobia among
Secondary School Students in Jigawa State, Nigeria. International Journal Of Educational
Benchmark (Ijeb), 9(3), 91-101.
[17] Giménez-Miralles, M., Gonzálvez, C., Sanmartín, R., Vicent, M., Aparicio-Flores, M. D.
P., & García-Fernández, J. M. (2021). Classifying Students With School Refusal Behavior and Their
Relationship to Learning Strategies, 6(1), 1-9.
[18] Raman, V. (2020). Cognitive Behavior Therapy for Children with Anxiety: Considerations
for a Low Resource Setting like India. Journal of Indian Association for Child and Adolescent
Mental Health, 16(4), 170-191.
[19] Gupta, N., Chaudhary, R., Gupta, M., Ikehara, L. H., Zubiar, F., & Madabushi, J. S. (2023).
Play Therapy As Effective Options for School-Age Children With Emotional and Behavioral
Problems: A Case Series. Cureus, 15(6), 1-9.
[20] Kkadim, S. A., & Khudhair, S. H. (2022). Effectiveness of an Instructional Program for
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Therapy: A Review. Psikiyatride Güncel Yaklaşımlar, 15(1),1-13.
[23] Kandasamy, P., Girimaji, S. C., Seshadri, S. P., Srinath, S., & Kommu, J. V. S. (2019).
Interventions for Childhood Anxiety Disorders-What Works Best from a Child's Perspective: A
Qualitative Study. Indian Journal of Psychological Medicine, 41(3), 235-239.
[24] Nursalim, M., Hidayah, N., Atmoko, A., & Radjah, C. L. (2020). Ego State Therapy (EST)
and Systemic Desensitization (SD) to Reduce School Refusal among Senior High School
Students. Indian Journal of Public Health Research & Development, 11(1), 1260-1265.
[25] Halder, S., & Mahato, A. K. (2019). Cognitive behavior therapy for children and
adolescents: Challenges and gaps in practice. Indian journal of psychological medicine, 41(3), 279-
283.
[26] Hamdy Ali ELzeiny, H., & Fathy Abdel Hady Ghaith, R. (2023). Effects of school-Based
Intervention on Social Phobia and Self-Esteem among Adolescent Girls. Egyptian Journal of
Health Care, 14(1), 181-198.
[27] Thakur, P. (2022). Behavioral Problems: Common in children. International Journal of
Multidisciplinary Research and Growth Evaluation, 3(1),332-336.
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[28] Laldinpuii, B., & Bhattacharjee, R. (2023). A study on prevalence of social anxiety among
students. The Pharma Innovation Journal, 12(9), 2522-2526.
[29] Cordier, R., Speyer, R., Mahoney, N., Arnesen, A., Mjelve, L. H., & Nyborg, G. (2021).
Effects of interventions for social anxiety and shyness in school-aged children: A systematic review
and meta-analysis. Plos one, 16(7), 1-42
[30] Maqboo, M., & Jan, R. (2019). Shyness and school phobia among school going children.
International Journal of Academic Research and Development, 4{2), 19-23.
[31] Havik, T., & Ingul, J. M. (2021). How to understand school refusal. In Frontiers in
Education 6(1), 71577-88.
[32] Gazelle, H. (2022). Two models of the development of social withdrawal and social anxiety
in childhood and adolescence: Progress and blind spots. Children, 9(5), 734-740.
[33] Geist, E. (2019). Reducing anxiety in children: Creating emotionally safe places for
children to learn. Archives in Neurology y Neuroscience, 5(2), 1-2.
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[Document title] Recent Trends in Management, Social Science &Technology 2023
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Financing For Micro-Enterprises

Shabeena H1 , Dr. Robin Shinde2
1
(Research Scholar, Srinivas University, Mukka, Mangaluru-574146. And Staff Of IMJ
Institute Of Science & Commerce, Moodlakatte, Kundapur, India-576217.
Email:shabham137@gmail.com )
2
(Research Guide, Srinivas University, Mukka, Mangaluru-574146.
Email:robinshinde@gmail.com )
Abstract
Financing for micro-enterprises is very essential part of the Indian economy and it is strongest
move of economic development, employment and innovation. Financing for micro-enterprises
is aimed at giving financial assistance to small business, self-employed professionals to meet
the working capital and investment credit requirement sectors like retail, wholesale and trade.
There are many sources of finance available for micro-enterprises and difficulties to access.
The key objective of the study was to identify various challenges faced by micro-enterprises in
sourcing of finance during various stages of their life cycle. The study further explores whether
the financial awareness of micro-enterprises is a main limitation in the identification and
utilization of sources of finance. Based on the conclusion that requirement of finance differs
with the lifecycle stage of the micro-enterprises, recommendations have been proposed for
entrepreneurs, financial institutions and policy makers.
Keywords: MSME, micro enterprises, economic development, economy, employment,
finance

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1. INTRODUCTION
Micro enterprises play a crucial role in country’s economic development. They are important
to uplift the economy from the primary position. Micro enterprises gives a huge portion in the
economy, even though they are small in size. They help to improve the quality of life of the
people in developing countries and it is key driver of employment generations. In developing
countries micro, small and medium enterprises are important as it contributes to GDP and
employment(Dalberg 2011). But it has facing financial problems while acquiring financial
benefits from the government. Incomplete knowledge of financial market, inadequate access
to financial service, micro enterprises considered as less creditworthy by financial institutions,
are some of the most common problems faced by micro, small, and medium enterprises. Micro
enterprises are supported with many financial schemes introduced by the Government but lack
of awareness about the schemes they are facing financial problems. Since the financial crisis ,
had a larger impact on the development of small micro enterprise.
From investors point of view funding to the small business has more risk in compare to big
business. High risk in small business because improper paper work to get credit comparison
to big enterprises because giving loan to small business is more risk and more expensive than
large companies. Small companies does not have proper financial record to evaluate company
as large companies.
(MSME) sector has tremendous potential to drive growth and employment generation and
catalyse socio-economic transformation of the country. The government envisions MSMEs to
contribute $2 trillion to the country’s target of becoming a $5 trillion economy by 2024. There
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were 63.4 million unincorporated non-agriculture MSMEs (2015-16) in the country engaged
in different economic activities, of which 99 percent were micro-enterprises, providing
employment to 107.6 million people. The own account enterprises - that did not hire external
labour on a regular basis - were 53.3 million, of which around 69% of the enterprises did not
have any form of registration (Harsh Shrivastava, 2020)
Investments are the driving force behind the growth of micro-enterprises and the foundation
for economic development because they: buy fixed assets, create fixed capital, upgrade the
technical and material foundation of the micro-enterprise, increase the micro-enterprise's
production capacities, create new jobs that help the development of human capital, Production
volume increases brought about by improving production capabilities, income growth,
expansion of one's own financing sources, profit growth, development, economic growth, and
microenterprise expansion, and the establishment of a new educational resource.
1.1 DEFINITION OF MICRO-ENTERPRISES
In 1st July 2020, the Government of India revised the criteria for classification of Micro,
Small, and Medium enterprises. Now micro- enterprises refer to businesses that have
investment in plant and machinery/equipment of less than Rs. 1 crore and turnover of less than
Rs.5 crores.
Composite Criteria: Investment In Plant & Machinery/Equipment And Annual Turnover
Table 1.2: Revised Classification Applicable w.e.f 1st July 2020
CLASSIFICATION MICRO SMALL MEDIUM

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Manufacturing Investment in Plant Investment in Plant Investment in Plant
Enterprises and and Machinery or and Machinery or and Machinery or
Enterprises Equipment: Equipment: Equipment:
rendering Services Not more than Rs.1 Not more than Rs.10 Not more than Rs.50
crore and Annual crore and Annual crore and Annual
Turnover ; not more Turnover ; not more Turnover ; not more
than Rs. 5 crore than Rs. 50 crore than Rs. 250 crore
Source: https://msme.gov.in
New definition of MSME, View Notification
2. LITERATURE REVIEW
Table 2.1: Literature Review On Financial Problems Faced By Micro, Small And Medium
Enterprises
Authors, ( Year) Findings
K. Rajamani , N. Akbar Jan , A. K. Researcher found that Government
Subramani, A. Nirmal Raj, (2022) Regulations, high-interest rates, lack of
awareness about various available schemes,
collateral requirements, and lengthy
procedures and documentation is the main
problems of access the finance.
Annekie Brink and Michael Cant, Andre Lack of financial sources, overinvestment in
Ligthelm, (2003) inventories, failure to analyse financial
information, inadequate credit management,
insufficient knowledge of book keeping,

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failure to do financial planning, poor cash
flow management are some of the problems
of Micro Enterprises.
Suwastika Naidu and Anand Chand (2013) Inability to obtain external and internal
financing, Insufficient working capital,
Heavy start up costs, Expensive raw
materials, high interest rates on loans,
ability to meen financial obligation and
delays in account receivable payments
Navjot Sandhu, Javed Hussain, Harry Women entrepreneurs have Lack of
Matlay (2012) familiarity about bank’s recent policies,
lack of education, saving habits, personal
bank accounts, and limited ownership rights
are the major hindrances for female farmers
in accessing bank finance. Banks are not
providing loans because of low credit
worthiness, high interest rates, non
existence of past history of credit, credit
bearing capacity is low.
Charan Singh and Kishinchand Poornima Inherent challenges to financing of MSMEs
Wasdani,(2016) due to lack of awareness of funding
schemes among MSME entrepreneurs and
the limited role of venture capitalists,
nonbanking financial companies (NBFCs),

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foreign banks, angel investors, and initial
public offerings in financing MSMEs.
2.2 SCHEMES PROVIDED BY THE GOVERNMENT
 Pradhan Mantri Mudra Yojana – It is a refinancing scheme for advancing to micro
and small enterprises in the manufacturing, trading and service sector. The loans
provided through this scheme are also called MUDRA loans.
 Micro Finance Program – This program was started to enhance and improve the reach
of micro credit programs and reduce the fiscal burden on micro finance institutions
and non-governmental organizations. The Government of India offers funds for micro
finance program to SIDBI called the Portfolio Risk Fund.
 Credit Guarantee Fund Scheme for Micro and Small Enterprises – The government of
India launched the CGS scheme to provide credit guarantees on collateral free term
loans.
 Prime Minister Rozgar Yojana – This scheme relates to setting up of self-employment
ventures through industry services and business routes. It assists in furnishing
employment to educated persons who are jobless.
 Micro and Small enterprises cluster development programme – It assists and helps to
create infrastructural facilities for existing clusters in MSE’s and industrial area. It
focuses at the growth of MSE’s by addressing advancements in sustainable and green

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manufacturing technology, market access, skills and quality etc. and setting up
common facility centres. (Ballabh, S., & Gambhir, S. (2023))
3. DIFFICULTIES AND CHALLENGES IN ACCESSING MSME
The difficulties businesses had in obtaining financing, especially in stages other than their
current stage, were asked to be reported. We utilised a scale from 1 to 3, where 1 denotes not
at all tough, 2 tolerable, and 3 challenging. The number of businesses rating a problem as
challenging and the overall number of businesses rating at least one challenging issue at each
stage were used to derive percentage values (Singh, C., and K. P. Wasdani. 2016)
3.1 Start-Up Stage: Enterprises at this stage cited a number of significant obstacles
to obtaining financing, including the Difficulty in collateral/guarantee,
Lengthy processing time for the loan application, Lack of knowledge about
available schemes, Lack of knowledge about available schemes, in that order.
Businesses also saw difficulties in completing required documentation and high
service fees for loan requests were challenges. Businesses at the startup stage
might not be able to offer security for a loan and may not be aware of all the
available programmes, which could make it difficult for them to select the best
financial aid choice.
3.2 Table : Challenges in Accessing Finance at Different Life Cycle Stages
(%)
Challenges Start- Survival Growth Sustenance
Up Stage Stage Stage
Stage (N = 11) (N = 24) (N = 30)

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(N =
24)a
Difficulty in collateral/guarantee 87.5 63.6 54.2 83.3
High rates of lending 54.2 45.5 54.2 50.0
Procedural complications 70.8 63.6 45.8 63.3
Lack of knowledge about available 75.0 54.5 62.5 60.0
schemes
Lengthy processing time for the 87.5 54.5 45.8 60.0
loan
application
High service fees for processing 62.5 54.5 58.3 56.7
loan
requests
Difficulty in procuring/completing 62.5 54.5 50.0 56.7
the
required documentation
Lack of available infrastructure 41.7 0.0 4.2 10.0
Lack of availability of skilled 29.2 0.0 8.3 13.3
workers
Absence of current account 16.7 18.2 8.3 0.0
(active for 6 months)
No formal accounting system 20.8 18.2 12.5 3.3
Tax compliance issues 16.7 18.2 16.7 16.7
Labor law compliance issues 12.5 0.0 12.5 16.7

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Registration of enterprise 12.5 0.0 20.8 16.7

a
As enterprises could report the sources of finance used in multiple life-cycle stages,
the sum total of enterprises reporting the data may vary from the total number of
enterprises in the sample.
Source: Singh, C., and K. P. Wasdani. 2016
3.3 Survival Stage: Even though the sequence was different, the main obstacles
faced by businesses at this level were identical to those mentioned by
businesses in the start-up stage. The two factors with the highest ratings were
Difficulty in collateral/guarantee and Procedural complications. Lengthy
processing time,lack of knowledge about available schemes, high service fees
for processing loanrequests, and difficulty in completing the required
documentation were ranked as equally onerous problems. Enterprises in this
stage would like expanding in their markets. As a result, they would require
working cash to cover their daily expenses.These businesses can't be expected
to offer security, and they would be limited by laborious processes and lengthy
loan disbursement times. They continue to be ignorant of the many financial
aid programmes that are offered.
3.4 Growth Stage: Enterprises in this period cited the major difficulties are Lack
of knowledge about available schemes, High service fees for processing loan
requests, Difficulty in collateral/guarantee, High rates of lending. And
difficulties in Lengthy processing time for the loan application and Procedural
complications. Lack of understanding about certain programmes may prevent
owners from selecting the best form of financing for their business, as
businesses in this stage would need both working capital and short-term loans.

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3.5 Sustenance Stage: Enterprises at this stage frequently experienced difficulty in
obtaining financing because of problems with provision of collateral or a
guarantee, procedural complications, lack of knowledge about available
schemes, lengthy processing time for loan applications, high service fees for
processing loan requests, and difficulty in completing required documentation.
High loan rates were also cited as a problem by a sizable proportion of
businesses. Although entrepreneurs at this stage claimed that procedural
difficulties, processing times, and high interest rates were barriers in getting
funding, it is important to look at the part that ignorance about available
programmes plays and how it affects other challenges.( Source: Singh, C., and
K. P. Wasdani. 2016)
4. ANALYSIS OF FINANCIAL AWARENESS:
Analysis had been made on the paper Finance for Micro, Small, and Medium-Sized
Enterprises in India: Sources and Challenges (Singh, C., and K. P. Wasdani. 2016) By being
aware of well-known finance programmes for MSMEs, entrepreneurs' degree of financial
literacy was measured. The schemes included the Credit Guarantee Fund Trust for Micro and
Small Enterprises Scheme, the Credit Linked Capital Subsidy Scheme for technology
upgradation, and the Growth Capital and Equity Assistance Scheme of the Small Industries
Development Bank of India (SIDBI). A "yes" or "no" response was required in response to
the dichotomous questions. Then, a total score for the degree of awareness was determined.
Each entrepreneur selected one of the following options to indicate their degree of education:
less than ten years, ten years (i.e., secondary school leaving certificate), twelve years (pre-
university college), a bachelor's or master's degree, professional credentials (e.g., chartered

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accountant or company secretary), or a different level of education, such as a technical
diploma
Table 4.1 : Awareness Of Schemes
Entrepreneur 10th/ 12th/PU Bachelor’ Master’ Professional Other
Qualification SSL C (N = 4) s Degree s Qualificatio s (N =
→ C (N = 25) Degree n (CA/CS) 24)
Awareness (N = (N = 6) (N = 2)
Scorea ↓ 24)
0 70.8 75.0 40.0 66.7 50.0 50.0
1 20.8 0.0 16.0 16.7 0.0 33.3
2 4.2 0.0 24.0 16.7 50.0 0.0
3 4.2 25.0 8.0 0.0 0.0 12.5
4 0.0 0.0 4.0 0.0 0.0 4.2
6 0.0 0.0 4.0 0.0 0.0 0.0
9 0.0 0.0 4.0 0.0 0.0 0.0
CA/CS – chartered accountant/company secretary, PUC – pre-university college,
SSLC – secondary school leaving certificate.

a
Awareness score is the total number of schemes that the respondent reported
awareness of.
5. CONCLUSION
1. The challenges encompassing government regulations, high-interest rates, lack
of awareness about available schemes, collateral requirements, and gender-

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related obstacles collectively hinder access to finance for micro-enterprises,
highlighting the need for comprehensive reforms and increased financial
support to address these systemic barriers.
2. While India has introduced crucial financing schemes for micro and small
enterprises, the persistent issue of limited awareness underscores the necessity
for increased outreach and potential subsidies to ensure these programmes
achieve their intended impact and support the growth of these businesses.
3. The analysis of entrepreneurs’ awareness of financial schemes in India reveals
a notable correlation between higher levels of education and greater
awareness, highlighting the significance of financial literacy and education in
promoting access to beneficial MSME financing programmes.
6 . RECOMMENDATIONS:
1. To support small and micro-enterprises in India would be to implement a
combination of both measure: Enhancing Guarantee Coverage and Prolonging
loan repayment period to up to10 years with no interest.
2. To promote the growth and sustainability of micro-enterprises in India would
be to prioritize reducing both the interest rates and processing charges on loans
extended to these businesses
3. Before seeking financing, micro-enterprises should clearly define the purpose
for which they need funds and create a detailed financial plan that outlines how
these funds will be used to achieve specific business objectives.

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REFERENCES.
1. Rajamani, K., N. Akbar Jan, A. K. Subramani, and A. Nirmal Raj. "Access to
finance: challenges faced by micro, small, and medium enterprises in
India." Engineering Economics 33, no. 1 (2022): 73-85.
http://dx.doi.org/10.5755/j01.ee.33.1.27998
2. Brink, A., Cant, M., & Ligthelm, A. (2003, September). Problems experienced
by small businesses in South Africa. In 16th Annual Conference of Small
Enterprise Association of Australia and New Zealand (Vol. 28, No. 1, pp. 1-
20).
3. Naidu, S., & Chand, A. (2013). Financial problems faced by micro, small and
medium enterprises in the small island states: a case study of the
manufacturing sector of the Fiji Islands. International Journal of Business
Excellence, 6(1), 1-21.
4. Sandhu, N., Hussain, J., & Matlay, H. (2012). Barriers to finance experienced
by female owner/managers of marginal farms in India. Journal of Small
Business and Enterprise Development, 19(4), 640-655.
5. Ballabh, S., & Gambhir, S. (2023). Role of Micro Enterprises in Economic
Development in India. Eur. Chem. Bull., 12(Special Issue 4), 20769-20777.
ISSN 2063-5346.

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6. Dalberg. (2011). Report on Support To SMEs In Developing Countries
Through Financial Intermediaries. Dalberg Global Development Advisors.
7. Harsh Shrivastava, December 2020, State of Micro Enterprise Financing,
Published by ACCESS Development Services, www.accessdev.org.
8. Singh, C., & Wasdani, P. (2016). Finance for micro, small, and medium-sized
enterprises in India: Sources and challenges.

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Recent trends in Management, Social Science & Technology 2023
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[Document title]
Customers’ perception on role of banking in Indian Economy

Sangeetha Shanuboga
Srinivas University
Mail id:sangeethashirtadi398@gmail.com
Mob no: 9591145862
Abstract:
Banks are the backbone of the Indian economy. Indian banking plays a big role in the
development of the economy of India. A bank is a financial organization that handles all
transaction involving public money deposits and withdrawels,lending money for investments
and other similar activities.
In India banks are especially important since they support the nations economic expansion. The
presence of banking sector encourage saving habit among the people.
In todays time the banking sector has become most relevant for everyone. Through online
banking we can do our transactions from anywhere and at any time.
As there are various banks and Non banking financial institution in the market the customer
perception and satisfaction measure the performance of different banking services. The main
objective of this study is to analyze the customer perception towards banking sector.
Keywords; banking, customer, role of bank, perceptio n
Introduction
Modern banking in India originated in the last decades of the 18th century. The first banks were
The General Bank of India which started in 1786, and the Bank of Hindustan. Thereafter, three
presidency banks namely the Bank of Bengal (this bank was originally started in the year 1806
as Bank of Calcutta and then in the year 1809became the Bank of Bengal) , the Bank of Bombay
and the Bank of Madras, were set up.
For many years the Presidency banks acted as quasi-central banks. The three banks merged in
1925 to form the Imperial Bank of India. Indian merchants in Calcutta established the Union
Bank in 1839, but it failed in 1848 as a consequence of the economic crisis of 1848-49. Bank
of Upper India was established in 1863 but failed in 1913. The Allahabad Bank, established in
1865 , is the oldest survived Joint Stock bank in India . Oudh Commercial Bank, established
in 1881 in Faizabad, failed in 1958. The next was the Punjab National Bank, established in
Lahore in 1895, which is now one of the largest banks in India. The Swadeshi movement
inspired local businessmen and political figures to found banks of and for the Indian
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community during 1906 to 1911. A number of banks established then have survived to the
present such as Bank of India, Corporation Bank, Indian Bank, Bank of Baroda, Canara
Bank and Central Bank of India.
A major landmark in Indian banking history took place in 1934 when a decision was taken to
establish ‘Reserve Bank of India’ which started functioning in 1935. Since then, RBI, as a
central bank of the country, has been regulating banking system.
Reserve Bank of India as a Central Bank of the country, has been regulating banking system.
According to BR Act. “Banking means accepting, for the purpose of lending or investment, of
deposits of money from the public, repayable on demand or otherwise, and withdrawable by
cheque, draft, order or otherwise.” “Banking Company” means any company which transacts
the business of banking in India. Company means any company as defined in of the Companies
Act, 2013 and includes a foreign company within the meaning of that Act.
A banking company is a company, which accepts deposits of money for the purpose of lending
or investment from the public which is payable on demand (Savings Bank and Current
Accounts) or otherwise (after a period like Fixed Deposits) and withdrawable by cheque
(Savings Bank and Current Accounts) or otherwise.
Research Methodology.
 Research objective
To know the different services provided by bank.
To find out the effectiveness of banks to reach out to customers..
To study the customers perception towards banking sector
 Research Design
This research design is based on descriptive research as it includes questionnaire.
 Sample size
The sample size is 50 respondents in and around Mangalore
 Sources of data
This research is mainly based on primary data and different articles of research scholars
,banking books and banking websites.
Limitations of the study:

 Research is limited to sample size of 50.
 Findings cannot be generalized
Literature Review
According to Ahmed K. and Choudhury T. A. (2012) in his study found that nationalized
commercial banks and private commercial banks are almost equally reliable but services of
private commercial banks give more assurance to the customers. The study revealed that the
performance of nationalized commercial banks suffer in terms of empathy and tangibles. The
customers feel that all commercial banks are performing better than the nationalized
commercial banks. So Nationalized
Commercial Banks needs to take initiative for service quality improvements.
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According to Joshua A J, V Moli, P. Koshi (2014): The study evaluated and compared service
quality in old and new banks using sample size of 480. This study found that the customers are
satisfied in reliability, empathy and price for other parameters of the difference between
expectations and perceptions.
According to Mohammad et al (2014): The study tries to develop a comprehensive model of

banking automated service quality taking into consideration unique attributes of each delivery
channel and other dimensions which influence service quality
According to Dr Ravichandran et al (2014): The paper analyses existing study and try to
understand socio demographic and rational profile of public retail banking consumers. It also
finds out the importance of service quality dimensions to predict the multidimensional model
of behavioral intentions among public sector consumers in India. Service quality parameters
like tangibility, responsiveness and empathy dimensions were also found to be very important.
Data analysis and Interpretation
1.1 Chart representing employment status.
1.2 Chart representing age of respondents.

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1.3 Chart representing occupation of respondents.

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1.4 Chart representing Income of respondents.
1.5 Chart representing marital status of respondents.

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2.1 Table representing reasons for choosing the bank by respondents
Responses No of Respondents %
From the organization 14 28%
Provide good interest 10 20%

rates
Services are good 22 44%
Family bank 4 8%
Good staff 0 0%
Total 50 100%

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2.1 Chart representing reasons for choosing the bank by respondents.
Interpretation: The majority of respondents (44%) chose the bank due to its good services,
while 28% mentioned their affiliation with the organization itself. Competitive interest rates
were a factor for 20% of respondents, and 8% referred to the bank as a "Family bank."
Surprisingly, none of the respondents mentioned "good staff" as a reason for their choice.
2.2 Table representing banks preferred by the respondents

Responses No of respondents %
Canara Bank 7 13%
Karnataka Bank 2 4%
HDFC Bank 5 11%
SBI 3 6%
Others 33 66%
Total 50 100
2.2 Chart representing banks preferred by the respondents.

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Interpretation; This data indicates that a wide variety of banks are preferred by the respondents,
with "Others" being the most popular category. Canara Bank, HDFC Bank, and SBI also have
notable shares of preference among the respondents, while Karnataka Bank has also has a
share.
2.3 Table presenting services used by the customers

Responses Number of respondents
ATM 22
Online Payments 45
Passbook registers 7
Opening accounts 5
Locker facilities 2
Mutual funds 1

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2.3 Chart representing services used by the customers.
2.4 Table representing respondents opinion about banks regarding the impact on growth of
our country.

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Yes 38 76%
No 3 6%
Sometimes 8 16%
May be 1 2%
Total 50 100%
2.4 Chart representing respondents opinion about banks regarding the impact on growth of
our country.
Interpretation:This table summarizes the distribution of opinions among the respondents

regarding the impact of banks on the growth of their country. The majority of respondents
(76%) believe that banks have a positive impact on the country's growth, while a smaller
percentage have varying degrees of uncertainty.
2.5 Table representing banks fulfilling the needs of customer

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Agree 46 92%
Disagree 3 6%
Not completely 1 2%
Total 50 100%
2.5 Chart representing banks fulfilling the needs of customer.
Interpretation: In this table 92% of the respondents agree that banks fulfil the needs of
customers.6% disagree with this statement.2% feel that banks do not completely fulfill
customer needs. This data suggests that the majority of respondents have a positive perception
of banks meeting customer needs, while a smaller percentage express some level of
disagreement or uncertainty.

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2.6 Table representing the effectiveness of bank after computerisation
Responses No of students %
Excellent 14 28%
Good 35 70%
Fair 1 2%
Poor 0 0
Total 50 100
2.6 Chart representing the effectiveness of bank after computerisation.
Interpretation:This data indicates that a significant portion of respondents have a positive

perception of the effectiveness of banks following computerization, with a majority rating it as
"Good" or "Excellent."

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2.7 Table representing do banks efficiently manage customers account or not.
Yes 36 72%
No 1 2%
Sometimes 13 26%
Total 50 100%
2.7 Chart representing do banks efficiently manage customers account or not.
Interpretation: This data suggests that a majority of respondents have a positive perception of
banks' efficiency in managing customer accounts, while a smaller percentage express some
level of uncertainty or dissatisfaction.

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2.8 Table representing whether customers trust their bank
Yes 47 94%
No 3 6%
Total 50 100
2.8 Chart representing whether customers trust their bank
Interpretation:This data indicates a high level of trust among the surveyed individuals in their
respective banks, with the majority expressing confidence in their banks' services and integrity.

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2.9 Table representing banks contribution to improve saving habit of people
Agree 34 68%
Disagree 5 10%
Somewhat 11 22%
Total 50 100%
2.9 Chart representing banks contribution to improve saving habit of people.

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Interpretation:The majority (68%) of respondents believe that banks play a significant role in
improving people's saving habits, while a smaller proportion (10%) disagrees with this idea,
and 22% have a more ambiguous stance.
2.10 Table representing whether customers like to continue the relationship with the same
bank or not.

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Yes 40 80%
No 2 4%
Depends 8 16%
Total 50 100%
2.10 Chart representing whether customers like to continue the relationship with the same
bank or not.
Interpretation: The majority of customers (80%) expressed a desire to continue their

relationship with the bank, while a small percentage (4%) indicated they do not want to
continue, and 16% have a decision that depends on specific circumstances

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Findings from the Research Study

 From this study it can be observed that out of 50 respondents the maximum number of
people from age group of 18-25 has used the banking service.
 We can find out that majority of the respondents use canara bank and HDFC bank.
 Online payments and ATM are the most used banking services.
 76% of the respondents feel that banks fulfill their banking needs.
 We can observe 68% of the respondents agree that banks improve saving habit of
people.
 As per the opinion of respondents banks helps to channelizing the money flow of
economy.
 Most of the respondents believe that by providing loan to business banks helps to create
job opportunities.
 We can observe the most of customer are satisfied the service provided by banks.
Suggestions / Recommendations
 Respondents feel that banks will have server issues.
 Banks should give a clarity regarding hidden charges.
 There is a need for banks to give a training on customers handling and some banking
staffs have to co-operative.
 Respondents are of the opinion that loan interest rates are high.
 Sometimes there will be language barriers.
Conclusion
From the above research study, we can conclude the banks are become integral part of our
society. The banks are play vital role in economic activities and also help to increase the growth
of economy.
Customers perceived bank as one of the important aspect to develop the country. This study
emphasize that banks need to improve on the technical and maintaining good relationship with
the customer. In view of the above, the study recommended that Banks should embark on
intensive training for their staff to enhance their competency and professionalism with
which the staff relates to the customers. Secondly, Banks delivery services must be
customer oriented deliberately geared towards meeting the needs of the customers. Thirdly,
banks must cherish and believe in customer relationship management as well as sound
public relations in order to build and have good reputation with clients in order for such
clients to provide a good lead.

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References
International Journal of Advanced Research in Commerce, Management & Social Science
(IJARCMSS) 145
https://www.researchgate.net/publication/311865025_Consumer_perceptions_of_banking_ser
vices_Factors_for_bank's_preference
https://www.worldscientific.com/doi/10.1142/S2194565920500190

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Harmonizing Agricultural Ecosystem and Environmental Sustainability: A

multi-pronged System Approach
Manukumari M S1 and Veena Kumari B K 2
Increasing populations create demand for food and the production of food affects
environmental sustainability. the pressure on agricultural systems to produce more food
intensifies. However, this increased demand for food has raised concerns about its
environmental impact. This study explores the multifaceted approach to achieving
environmental sustainability through agriculture. To achieve environmental sustainability in
horticulture, crop farming, and livestock farming are important. Implementation of
Environmentally friendly agriculture practices minimizes the negative impact. Crop rotation,
conservation tillage, organic farming, water management practices, and agriculture techniques
enhance the agriculture quality and contribute to carbon sequestration and biodiversity
conservation. sustainable livestock farming practices encompass responsible grazing, manure
management, and reduced use of antibiotics, addressing the significant environmental footprint
associated with animal agriculture. Genetic improvements in crops have led to the development
of varieties that are more resilient to pests, diseases, and climatic stressors, reducing the
reliance on chemical interventions. This study draws upon a robust foundation of secondary
data, meticulously gathered through an exhaustive literature review, to analyze the efficacy of
the implemented methods in realizing environmental sustainability in agriculture. Outreach
programs are crucial in disseminating knowledge about sustainable agricultural practices to
farmers and consumers alike. Government policies, incentives, and certification programs,
such as organic and fair-trade certifications, and subsidized crop insurance for agriculture
encourage the adoption of sustainable practices. This abstract highlights the importance of a
balanced approach that harmonizes agricultural productivity with environmental sustainability.
Keywords: sustainability, agriculture, crop, livestock farming, eco-technology.
1. Department of Commerce and Management, Dr.NSAM First Grade College, Nitte

Phone: 9483354513, E-mail: manukumarim0507@nitte.edu.in
2. Department of Commerce and Management, Dr.NSAM First Grade College, Nitte
Phone: 9980340212, E-mail: veenabk@nitte.edu.in

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Harmonizing Agricultural Ecosystem and Environmental Sustainability: A

multi-pronged System Approach
Introduction
Agriculture, often regarded as the backbone of India's economy, plays a pivotal role in the
livelihoods of more than 49% of its population, directly and indirectly. As India's population
continues to grow, so does the demand for food increasing, intensifying human intervention in
the environment. Over the course of our developmental journey, agriculture has transitioned
from a small-scale enterprise into a sector marked by substantial and diverse interventions.
This transformation has brought to the forefront the concept of sustainable development, which
seeks to strike a delicate balance between human progress and the imperative of safeguarding
natural systems ((Keeble, 1988). The ecological environment is considered a group that affects
human survival and the development of natural resources and environmental factors. Generally,
refers to water resources, land resources, biological resources, and climate resources.
Ecological environment construction is the protection of natural resources, improvement, and
rational use. The preservation of this natural equilibrium is essential for the well-being of
present and future generations. Agricultural practices wield both positive and negative effects
on our planet. On one hand, agriculture is indispensable for global food security, serving as a
means to sequester carbon dioxide from the atmosphere and mitigate climate change, nurturing
natural habitats, maintaining soil fertility, and safeguarding water resources. Conversely, the
expansion of agriculture has resulted in adverse consequences, such as deforestation, habitat
destruction, water pollution through pesticide and fertilizer use, and soil erosion. To address
these challenges, farmers need to adopt eco-friendly input practices like green manuring,
composting, and vermicomposting, as well as the use of biofertilizers, biopesticides, and
efficient water irrigation methods. Crucially, the successful implementation of these positive
agricultural activities relies on the active involvement of local actors in policy implementation.
Objectives of the Study: -
1. To explore the inputs utilized in agriculture and their environmental effect.

2. To investigate the potential for incorporating environmentally harmonious practices into future
agriculture.
Methodology: -
The study uses secondary data to explain the crucial relationship between agriculture and
environmental sustainability in India. This secondary data was gathered through a variety of
published articles in journals, news reports, agriculture-related books, and on-the-ground
observations.

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Review of literature: -
Climate change is recognized as one of the most serious threats to sustainable agriculture, food
security, and farmer livelihoods. August and September had a significantly positive relationship
with yield, so it is impossible to ignore its potential effects in any analysis of the future of
Indian agriculture and food systems. (C A Rama Rao , B M K Raju , et. al., 2022). Mass
migration from rural areas results in a labor shortage, and unplanned urbanization exacerbates
climate change, which has an impact on agriculture production. Digitalization and automating
agriculture production process responses to climate change (Abdul-Lateef Balogun
a,et.al.,2022). In recent years customer consumption of food trends has changed, so, the
importance of direct marketing of organic products has begun. Customer preference towards
the food improves the environmental concern. Farmers’ self-discipline is more effective than
government regulations; enhancing farmers’ self-discipline is essential to guide farmers toward
environmentally friendly measures in agricultural production. (Panel Liguo Zhang a, et.al.,
2018). The role of product, process, and organization are important to harmonizing the
environment. The relationship of agriculture to industry is twofold. One relates to the inputs
industries (pesticides, chemicals, Machinery, and others) necessary for agricultural production,
and the other relates to the food processing industries. Coordination between the input and out
industries can contribute to environmental development(Nicholls, 2003). To address global
agricultural problems, genetic modification of crops and promising solutions to adapt
environment-friendly and well-controlled farming systems are needed (Bakhsh, 2020). Win–
win commercial relations trigger value addition, innovations, collaborations, and sustainability
for policy markets, politicians, researchers, and farmers (Enock Siankwilimba, et al., 2023).
willingness to adopt agroecological innovations to reduce pesticide use is proved in banana
production in the French West Indies (Cher Brethour, 2005). Water consumption in agriculture
and water management is also one of the major concepts in environmental sustainability. To
overall development of agriculture needs climate agricultural practices. this increases
agricultural productivity, improves resilience reduces vulnerability to climate change, and
reduces greenhouse gas emissions.(Dan Dai, Mingdong Sun, 2019). on Danish farmers, it is
discovered that crop insurance adoptions and preferences enhance soil sustainability and land
management techniques. Based on the findings, farmers who have experienced crop damage
and have poor soil quality are more likely to buy insurance. Conversely, those with high soil
quality said they were already engaging in soil management. (Liv et al., 2020) Input from non-
purchases revealed a greater environmental gain. Agrochemicals are one of the primary causes
of land retirement. Utilizing less expensive inputs like biopesticides and nitrogen-fixing
fertilizers is made possible by new technology. According to the study, modern technology can
balance the revenue of farmers with the cost of inputs. (Stan G. Daberkow and Katherine H.
Reichelderfer). Enhancing access to affordable credit for farmers to invest in inputs and
technology. Collaborating with financial institutions to provide tailored financial products like
interest-free loans and crop insurance. Investing in extension services to impart modern
farming techniques and facilitate market access. Encouraging sustainable farming practices
through training, promotion of organic inputs, and research and development efforts. These
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strategies can improve agricultural productivity(Zafar & Aarif, 2023). Environmentally

friendly fertilizers (EFFs) and Modern digital technology for fertilizer technology provide a
multifaceted answer to agricultural problems by lowering their negative environmental effects
(Clapp & Ruder, 2020). Chinese provincial panel data from 2002 to 2015 demonstrate the
beneficial impact of crop insurance on agricultural green productivity. This study measures
agricultural green total factor productivity using the SBM-GML (Global-Malmquist-
Luenberger) index model and systematically analyses the effects of crop insurance. Crop
insurance is demonstrated to significantly increase agricultural green total factor productivity
(Fang et al., 2021). There is a need for educational and public awareness programs to establish
proper environmentally friendly agriculture. In the aforementioned literature analysis, the
researcher highlighted agriculture issues and examined how farmers may support
environmental sustainability through the usage of inputs.
Usual Obstacles in Agriculture

Farmers' competitiveness and greed have grown as a result of the expanding commercialization
trend, which in turn encourages them to use more harmful inputs that could harm the
agricultural industry. These elements, which are motivated by financial considerations, can
compromise crop productivity, lower yields, damage the environment, and present serious
financial difficulties for farmers. Overuse of land causes erosion, runoff of agricultural
chemicals into water bodies can contaminate water, loss of traditional crop varieties and
biodiversity negatively affects the environment, excessive pesticide use can result in soil and
water pollution, monoculture farming reduces biodiversity and ecosystem health and outbreeds
pests, increased temperatures affect crop yields and livestock health. Additionally, it raises the
price of agricultural inputs. To address these harmful agricultural inputs, it is frequently
necessary to implement sustainable farming methods, technological advancements, legislative
changes, and educational initiatives to support more agricultural systems that are both
environmentally and commercially viable.
Sustainable Solution in the agriculture sector:

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Strategies for
Sustainable Farming
Collaborative
a. Agriculture Finance
Management Efforts
b. Use of Natural a.Product, Environmental
Capital b. Process, Sustainability
c. Formers training c.
and development Organization
d. Understanding
Society needs
Strategies for Sustainable Farming

Environment-friendly agriculture is a comprehensive method of farming that aims to adapt to
and lessen the effects of climate change. To improve crop resilience, lower greenhouse gas
emissions, and maximize resource usage, it combines eco-friendly techniques and
technologies. This study helps to analyze the climate-smart farming techniques and their
importance in a changing world.
Agriculture Finance Management: Financial sustainability in agriculture is critical for

ensuring the long-term viability and resilience of farming operations. Finance in agriculture
can play a significant role in protecting the environment when it is channeled and managed
sustainably and responsibly. To foster the expansion of eco-friendly agriculture practices, the
pivotal role of green finance cannot be overstated. Allocating capital to green initiatives not
only mitigates environmental harm but also bolsters profitability (Yuqiu Du, 2023).
Encouraging sustainable farming practices is essential for the long-term well-being of our
agricultural sector and the environment. To achieve this, the banks must establish a robust credit
system and provide favourable interest rates, making it financially feasible for them to invest
in sustainable practices. Implementing comprehensive crop protection strategies can provide a
safety net for farmers facing crop failures or natural disasters. Implement risk management
strategies such as insurance, hedging, or crop rotation to mitigate the impact of adverse events
like weather-related disasters or price fluctuations. This not only eases the financial burden on
individual farmers but also fosters confidence in adopting sustainable practices. Furthermore,
financial institutions can incentivize sustainable agriculture by offering loans and investment
capital to farmers who actively engage in practices such as agroforestry promotion,
infrastructure development for sustainable farming, and biodiversity conservation. By
supporting these efforts, finance can serve as a driving force behind both the economic viability
of agriculture and environmental protection.

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Use of Natural Capital: Efficiently managing crops and livestock to optimize yields and
minimize waste is essential for sustainable agriculture. By developing eco-friendly farming
practices that reduce the reliance on harmful chemicals, conserve water, and nurture soil health,
we can foster a more environmentally responsible approach to agriculture. One key aspect of
this approach involves utilizing natural alternatives as inputs in agriculture. These natural
inputs, such as compost, manure, cover crops, crop rotation, biological pest control, and natural
pesticides like neem oil, play a key role in enhancing crop growth, promoting soil health, and
managing pests and diseases in an eco-friendly manner. Additionally, biofertilizers and mineral
amendments like rock phosphate, gypsum, and lime can be employed to enrich the soil
naturally. These practices align seamlessly with the principles of organic farming and
sustainable agriculture. One of the sustainable inputs to agriculture is the use of recycled water
for irrigation. They contribute to soil and water conservation, help protect biodiversity, and
reduce the overall environmental impact of farming operations.
Formers training and development: The development of the environment in agriculture is

greatly influenced by human capital. Sustainable agricultural methods are more likely to be
used by emotional farmers. An active role in attempts to preserve biodiversity and safeguard
ecosystems can be played by trained farm employees. A skilled agricultural worker may put
practices like soil testing, precision farming, and prudent irrigation into practice. A worker
with a good education can participate in research and innovation to create new, ecologically
sustainable practices and technology. Individuals can make decisions that are advantageous to
their lives and the environment. When farmers and agricultural employees have the necessary
knowledge and skills, to make a significant contribution to reducing the environmental risks
connected with agriculture. For the operation of agricultural technology, there is a need for
competent workers. Agriculture department officers and trainers should set up training in
their region with practical experience. It eliminates labour issues and increases agricultural
productivity.
Understanding Society's Needs: The track of the agricultural sector is significantly shaped by
consumer demand and market trends, particularly when it comes to maintaining environmental
sustainability. The main force behind the dramatic change in today's food consumption habits
is the health-conscious culture. The growing demand for organic food is one noticeable shift
that has increased market prices while also increasing farmer incomes. Farmers are rethinking
their farming practices, using less fertilizer and chemicals, and deciding to utilize natural
alternatives as the demand for organic foods increases India produced around 2.9 Million MT
(2022-23) of certified organic products which includes all varieties of food products namely
Oil Seeds, Sugar cane, Cereals & Millets, Cotton, Pulses, Aromatic & Medicinal Plants, Tea,
Coffee, Fruits, Spices, Dry Fruits, Vegetables, Processed foods, etc. The growth rate in organic
production was forecast to continue at 10–30% per annum. Despite the positive outlook, there
are consumer concerns about product recognition and product integrity. (Chang et al., 2007)
Organic farming runs the risk of becoming merely a cosmetic commitment to environmental
issues as it becomes more integrated into the economic system. Potentially, this could make
social disparities worse. However, this change in consumer tastes has the potential to promote
new dietary trends, redefine the interaction between agriculture and the environment, and

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create novel consumer-producer relationships—all underpinned by a strong commitment to

environmental protection.
Collaborative efforts to gradually adopt sustainable solutions:

For implement strategic solutions in the agriculture sector successfully, it is imperative that all
stakeholders involved in agricultural products development (determining the product use),
processing method, and organizational responsibility. This collective commitment ensures
sustainable and efficient practices, benefiting to the famers, consumers, industry and the
environment.
Product: - In pursuit of sustainable agriculture, farmers and researchers must collaborate to
develop eco-friendly cropping systems, all while ensuring that farmers comprehend the
implications for productivity. Researchers and farmers should conduct thorough analyses of
agricultural products, recognizing their significance in societ. It should be begun when seeds
are sown, assessing the inputs employed. Throughout the crop's growth cycle, strategies to
safeguard against pests and diseases must be considered, promoting both ecological balance
and community welfare. When it comes time to harvest, specific procedures should be followed
to minimize adverse effects on society. The contents and substances employed in crop
cultivation should undergo rigorous testing and scrutiny by government agencies to ascertain
their safety. Moreover, the establishment of a quality-checking authority for agricultural
products improves the farmer's commitment to their work. The agriculture authority can
determine the permissible levels of pesticides and fertilizers for sustainable practices.
Process: - In agriculture, the environmental impact is significantly influenced by the entire
process rather than just the end product. Throughout the various stages of agricultural
operations, substantial agricultural waste is generated. This includes solid waste originating
from animal farms, poultry houses, and slaughterhouses, as well as harvest residues, fertilizer
runoff from fields, pesticides that find their way into the environment, and the salt and silt
drained from fields. Astonishingly, India alone produces over 620 million tonnes of agricultural
waste annually, with only 25-30% being repurposed for livestock fodder and energy generation.
The remainder is discarded, resulting in the squandering of valuable resources due to
inadequate waste management infrastructure. Implementing standardized waste disposal
methods is essential for farmers to uphold environmental sustainability.
Organization: - Farmers' organizations play a major role in supporting farmers both before
sowing seeds and after harvesting. Input supply organizations have a crucial responsibility in
ensuring the timely and adequate provision of pesticides, fertilizers, seeds, and advanced
agricultural equipment. During the initial stages of farming, cooperative societies should step
in to supply all necessary inputs along with proper guidance to empower farmers with the best
practices. After the harvest, companies need to purchase crops at competitive prices, thus
incentivizing farmers to remain engaged in agriculture. Government organizations can further
enhance this ecosystem by offering facilities such as warehouses for crop storage,
transportation services, and effective waste management systems. In India, fostering
cooperation and collaboration between input supply organizations and output management
organizations is imperative for the harmonious coexistence of agriculture and the environment.
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Findings:
1. Agriculture finance predominantly incentivizes conventional crop production, with
limited provisions for sustainable agricultural practices.
2. Inputs from synthetic sources are largely used by farmers rather than natural and
sustainable alternatives.
3. Only 25 to 30 percent of agricultural waste gets recycled, and the remainder has a
negative impact on the environment.
4. A large number of farmers are illiterate, unable to comprehend the information provided
by agricultural authorities, and unable to use contemporary agricultural technology.
5. Commercialised agriculture tends to ignore environmental effects despite expanding
public awareness of health-related issues.
Suggestions:
1. Promote and raise awareness about green finance options, subsidies and financial
incentives for sustainable agriculture practices.
2. Implement government-sponsored training and skills development programs at the
grassroots level, specifically through Grama Panchayats, to enhance farmers' capacity
in adopting modern agricultural techniques and understanding agricultural information.
3. Set distinct support prices for organic and non-organic food products to encourage the
transition toward more sustainable farming practices.
4. Develop waste management businesses close to farms to make it easier to dispose of
garbage responsibly and to motivate farmers to get involved in waste management
programmes.
Conclusion:
The path to sustainable farming is a multifaceted journey that requires a concerted effort
from various stakeholders. To address the urgent need for environmentally-friendly
agriculture, it is imperative to promote green finance options and provide financial
incentives to encourage sustainable practices. Additionally, fostering farmer education and
skills development is essential, ensuring they can adopt modern techniques and make
informed decisions for ecological preservation. Distinguishing support prices for organic
and non-organic products can incentivize the transition toward sustainable farming
methods. the success of sustainable farming lies in collaborative efforts among farmers,
researchers, government agencies, and organizations. To minimise waste and harm to the
environment, it is crucial to prioritise not only the final product but the entire agricultural
process.

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References:
Abdul-Lateef Balogun a, b, Naheem Adebisia , Ismaila Rimi Abubakar c, U. L. D. c and A.
T. (2022). No Title. JOURNAL OF INTEGRATIVE ENVIRONMENTAL SCIENCES,
19(1), 17–37.
Bakhsh, M. H. & A. (2020). Development and Applications of Transplastomic Plants; A Way
Towards Eco-Friendly Agriculture.
C A Rama Rao∗ , B M K Raju , Samuel Josily , A V M S Rao, R Nagarjuna Kumar, M. S. R.,
& N Swapna, G Samba Siva, Y L Meghana, M. P. and V. K. S. (2022). Impact of
climate change on productivity of food crops: a sub_national level assessment for India.
Environmental Research Communication, 4, 1–17.
Chang, H.-S., And, & Zepeda, L. (2007). Consumer perceptions and demand for organic food
in Australia: Focus group discussions. Renewable Agriculture and Food Systems, 20(3),
155–167.
Cher Brethour, A. W. (2005). An economic evaluation of the environmental benefits from
pesticide reduction. Agricultural Economics, 25(2), 219–222.
Clapp, J., & Ruder, S. L. (2020). Precision technologies for agriculture: Digital farming,
gene-edited crops, and the politics of sustainability. Global Environmental Politics,
20(3), 49–69. https://doi.org/10.1162/glep_a_00566
Dan Dai, Mingdong Sun, X. X. & K. L. (2019). Green Technology Book. Environmental
Science and Pollution Research, 26, 11000–11011.
Enock Siankwilimba, Chisoni Mumba, Bernard Mudenda Hang’ombe, Joshua Munkombwe,
Jacqueline Hiddlestone-Mumford, M. A. D. & M. E. H. (2023). Bioecosystems towards
sustainable agricultural extension delivery: effects of various factors. Environment,
Development and Sustainability.
Fang, L., Hu, R., Mao, H., & Chen, S. (2021). How crop insurance influences agricultural
green total factor productivity: Evidence from Chinese farmers. Journal of Cleaner
Production, 321(September), 128977. https://doi.org/10.1016/j.jclepro.2021.128977
Keeble, B. R. (1988). Our Common Futuree. Brundtland Report:, 4(1), 17–25.
Liv, S., Termansen, M., & Pascual, U. (2020). Natural insurance as condition for market
insurance : Climate change adaptation in agriculture. Ecological Economics,
169(January 2019), 106489. https://doi.org/10.1016/j.ecolecon.2019.106489
Nicholls, A. and. (2003). Soil fertility management and insect pests: Harmonizing soil and
plant health in agroecosystems. Soil & Tillage Research, 72, 203–211.
Panel Liguo Zhang a, Xuerong Li b, Jiangli Yu c, X. Y. (2018). Toward cleaner production:
What drives farmers to adopt eco-friendly agricultural production? Journal of Cleaner
Production, 184(550–558).
Yuqiu Du, W. W. (2023). The role of green financing, agriculture development, geopolitical
risk, and natural resource on environmental pollution in China. Resources Policy, 82.
Zafar, S., & Aarif, M. (2023). Input subsidies , public investments and agricultural
productivity in India. Future Business Journal, 1–13. https://doi.org/10.1186/s43093-
023-00232-1
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HEALTH BENEFITS OF CARDAMOM

Dr. Raziya M
Abstract
The cardamom (Elettaria cardamomum), commonly known as queen of spices, is native to South Asia
but is commercially cultivated in Southern India on the shady slopes of Ghats (mainly in Kerala,
Tamilnadu and Karnataka), Sri Lanka, Guatemala, Nepal, Mexico, Thailand, Tanzania and Central
America. The chemical of composition of cardamom has been extensively documented, as have
studies involving the colour and storage properties of the capsule of cardamom.
In the Food industry, Cardamom is used for flavouring various food preparation,
confectionery, perfumes, beverages, liquors and it is also used in the preparation of medicine in India
and other countries. Recently we can observe that the natural products have garnered the attention of
many researchers in recent years as complementary and alternative antimicrobial agents. Herbal lores
on this spice suggest that can be used to freshen breath and support smooth digestion. Research has
implicated cardamom potential therapeutic value as an inhibitor of human platelet aggregation. Hence
this study aimed to study the nutritional composition of Cardamom (Elettaria cardamomum)
cultivated in India. The cardamom nutritional composition is comparable and within the ranges of
different cardamom producing country.
KEYWORDS: Cardamom, Nutritional, Mineral and Essential oil
Introduction:
Cardamom is considered as second most important national spice of India, and rightly called
as “Queen of Spices” Cardamom enjoys an enviable commercial value in the global spice market.
Till 1983, India was the world’s largest producer and exporter of cardamom. But towards the end of
1980’s, Guatemala emerged as the leading producer and exporter of Cardamom, with 97 percent share
of global export. Now India is the second largest producer with an average production of 11000 to
12000 metric tonnes. In India, cardamom cultivation is concentrated in the evergreen forests of
Western ghats in South India. Kerala is the major cardamom producing state followed by Karnataka
and Tamil Nadu.
Brief history of cardamom
Cardamom is one of the oldest spices in the world, and the most popular spice in ancient Rome
was probably cardamom. By the first century AD, Rome was importing substantial quantity of
cardamom from India. India and Arabic writers of very early times knew and noted cardamom. The

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first written mention is in the famous Ebers papyrus, discovered in Egypt and dating back to 1550BC,
which lists about 800 medical drugs and their uses.
The Indian writer Susvsta (around the 18th century) mentioned cardamom under the Sanskrit
name Eta. Cardamom is mentioned in the list of spices liable to duty at Alexandrea in 176-180 AD.
The word cardamom has passed into all the languages of Europe. In the past, cardamom triggered
historical events. Indian spices of which cardamom is the queen, were the main reason why Columbus
from Spain set out to discover India and ended up discovering America. Indian cardamom, along with
other spices provoked the entire Roman and Greek people, which led to the historic invasion of India,
by Alexander of Macedonia. In the subsequent centuries, the Arabs, the Portugese, the Dutch and the
English came to India across the seas to take cardamom with them. As early as the 4th century BC,
cardamom was used in India as a medical herb. The poetical work of Kalidasa in the 4 th century AD
abounds in reference to its spicy fragrance. Among the ancient literature in Tamil the cardamom plant
finds mention in Chilappatikaram, written in the 4th century AD.
Cardamom varieties are highly location specific, other than this there are two varieties of
cardamom viz. cardamom (small) and cardamom (large). Cardamom (small) is the common brand of
cardamom cultivated.India is a country known for both large and small cardamom; the large
cardamom mainly produces in the sub-Himalayan ranges of Arunachal Pradesh, part of Nagaland,
Sikkim and Darjeeling district of West Bengal. Small cardamom cultivation in India is concentrated
mainly in those regions which form the natural habitat of the species, except for a small area in
Maharashtra where it is grown as a subsidiary crop in the arecanut gardens.
Varieties of Cardamom
There are three distinctive types of cardamom grown in India, namely Malabar, Mysore and
Ceylon wild. The Malabar type also known as Alleppy green cardamom is famous and preferred. It
is the best grade available in the world. Indian cardamom is slightly smaller but more aromatic. Two
varieties of cardamom plants are identified, and they are Elettaria cardmomum maton variety, major
comprised of wild indigenous types of SriLanka and Eletrraria cardamomum Maton variety, minor
comprising of cultivars like, Mysore, Malabar and Vazhukka. These types are grown in different tracts
and are mostly identified based on the nature of panicles, size of plants and other morphological
characters.
Objectives of the study
 To analyse the nutritional benefits of cardamom as a remedial measure for artificial colour
and flavour.
 To assess the opportunities and challenges of production cardamom.

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Methodology of the Study

This study is based on secondary data and the main sources of data were Spices Board, India
and the Data Base of FAO. The other sources were Department of Economics and Statistics,
Directorate of Areca nut and Spices Development and International Pepper Community. Various
issues of Economic Review, Economic Survey, Spices Export Review, Annual Reports of Spices
Board India and Annual Reports of the Cochin Chamber of Commerce and Industry were also used
for the study.
Nutrition includes many other factors like health factor, hygiene, drinking water, sanitation
etc. Due to consumer resistance to the chemical activities at present spices are important now-a-days
as a source of natural colours, flavours, antioxidants. In the emerging nutraceutical and wellness
industries, having its medicinal value spices could play a pivotal role with their health promoting and
health beneficial effects.
Cardamom is used for flavouring various food preparations, confectionery, perfumes,
beverages, liquors and preparation of medicine in India and other countries. In medicine, it is used as
a powerful aromatic,stimulant, carminative, stomachic and diuretic, but rarely used alone. It also
checks nausea and vomiting, helps in combating digestive ailments. Herbal lores on this spice suggest
that it can be used to freshen breath and support smooth digestion.the nutritional composition of
cardamom can be studied in the following table 3.37
Table: 3.34.Nutritional composition of Cardamom
Composition USDA handbook ASTA Research
Water(g) 8.28 8
Food energy(kcal) 311 360
Protein(g) 10.76 10
Fat(g) 670 2.9
Carbohydrate(g) 68.47 74.2
Ash(g) 5.78 4.7
Calcium(g) 0.383 0.3
Prosperous(mg) 178 210

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Sodium(mg) 18 10
Potassium(mg) 1119 1200
Iron(mg) 13.97 11.6
Thiamine (mg) 0.198 0.18
Riboflavin(mg) 0.182 0.23
Niacin(mg) 1.102 2.3
Source :USDA agricultural handbook January 1997
Ancient uses and history: Cardamom is an ancient spice and has the longest influence in
India, its birthplace. Since 4 th century BC, it has been used in medicine and cooking. Cardamom has
long been used in Middle East. Cardamom was grown in the royal gardens of Babylon in 721 BC. It
was mentioned in an Egyptian papyrus as early as 1550 $G which described its numerous medical
properties. The ancient Greeks and Romans also used it in food, medicines and perfumes. The
Vikings, who discovered it on a trip to India, enjoyed cardamom in festival cakes. Cardamoms were
first imported to Europe in 1214, where it was used in pomanders, and ascribed aphrodisiac
properties.
Modern uses: Cardamom is widely used in Indian cooking. It is an essential ingredient in
garam masala and also used as a breath freshener. It is common to pop the whole pod or a seed or two
and chew on them after a spicy meal. They also believe this aids in digestion. In fact, recent studies
suggest that cardamom may prevent teeth cavities. In the Middle East, cardamom is widely
considered as an aphrodisiac. Scandinavians still use cardamom to spice their "Danish pastry" and
other deserts, as well as meat dishes like Swedish meatballs. Cardamom also features prominently in
German cookies. In south Asia and South East Asia, cardamom is an ingredient in betelnut chewing.
Medicinal properties: It is very common to use tinctures of cardamom in medicines for
windiness or stomachic. Powdered cardamom seeds are invariably mixed with ground ginger, cloves
and caraway and used mainly for combating digestive ailments. It is used as a powerful pleasant
aromatic stimulant, carminative, stomachic and diuretic. Use of cardamom checks nausea and
vomiting. In the present day stress prone population cardamom is used invariably as cardiac stimulant.
A Popular nasal application is prepared by using extracts of cardamom, neem and myrobalans along
with animal fat and camphor. Cardamom seeds are chewed to prevent unpleasant smell in mouth,
indigestion, nausea and vomiting due to sickness and to prevent pyrosis (excessive watering in
mouth). Gargling with the infusion of cardamom and cinnamon is known to cure pharyngitis, sour
throat, and hoarseness during the infective stage of flue. Powdered seeds of cardamom boiled with
tea-water imparts very pleasant aroma to the tea and it can be used as medicine for scanty urination,

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diarrohea, decently, palpitation of the heart, exhaustion due to over work, depression etc. It is believed
that eating cardamom capsule daily along with a tablespoon of honey improves eye site, strengthens
the nervous system and thus improves health of the person. Krishnamurthy described Ela class (27
plant group including cardamom) as being capable of destroying Kapa and poison, promoting skin
complexion, destroying itching, pustules and akotha (a kind of leprosy or ring worm with large round
spots). Cardamom in action, it is aromatic, cardiac, carminative, deodorant, digestive, diuretic,
expectorant, purgative, stimulant, thirst reliever and tonic. Useful in asthma, burning sensation, cold
and cough, diseases of bladder and kidney, flatulence, heart weakness, indigestion, scanty urine and
piles . The seeds are aromatic, acrid, sweet, cooling, stimulant, carminative, stomachic, diuretic,
cardiotonic, abortifacient and are useful in bronchitis, hemorrhoids, stangury, renal and vesical
calculi, anorexia, dyspepsia, gastropathy and vitiated condition of vata . The seed is fragrant tonic to
the heart, stomachic, laxative, lessens inflammation, useful in headache .
Medicinal properties of aromatic compounds of cardamom: The most significant
component of cardamom, as spice, is the volatile oil with its characteristic aroma, described generally
as comphoraceous, sweet, aromatic spicy. The cardamom oil has little mono- or sesquiterpenic
hydrocarbons and is dominantly made up of oxygenated compounds, all of which are potential aroma
compounds. While many of the identified compounds (alcohols, esters, and aldehydes) - are
commonly found in many spice oils (or even volatiles of many different foods), the dominance of the
ether, 1,8- cineole and the esters, oc-terpinyl and linalyl acetates in the composition, make the
cardamom volatiles a unique combination [7,8]. The aroma differences in different sources of
cardamom are attributed to the proportion of the esters and 1,8 cineole [4,9]
Opportunities of Cardamom in Future Market :
 Increasing demand for spices and its value added from globally
 Scope for crop improvement especially to develop genotypes resistant to biotic and a biotic
stresses and also responsive to low input management through conventional breeding and
biotechnological approaches.
 Public - private industry partnership to identify potential problems and workable solutions
like large-scale multiplication of quality planting materials of released varieties with strict
quality regulation and certification
 Identification of varieties which can adapt to climate change and also management strategies
to mitigate the ill effects of climate change. Popularizing the soil conservation/water
management technologies and encouraging organic farming and IPM approaches at
community level will help in sustaining the production and productivity of spices.

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 Potential for establishment of cooperative movement to regulate production and marketing to

increase competitiveness of Indian products in the international market.
 Employment opportunities for trained manpower in spice industry and spice farming.
 There is substantial scope for value addition and diversification in spices. Considerable efforts
will have to go to improve the present post harvest processing and storage systems and in
educating the farmers and traders in handling/process the produce hygienically.
 The envisaged increase in share of value added products in the export basket of spices needs
strengthening of processing facilities.
 Spices are increasingly being noticed for their pharmacological activities and therefore their
potential as a functional food has magnified scope. The scientific validation of the medicinal
properties of spices using state of the art technology like drug modelling, molecular biology
and nanotechnology holds great promise and will provide greater avenues for medicinal uses
of spices.
Other than this major risk factors involved in production are
 Emergence and epidemics of pests and diseases
 Vagaries of monsoon resulting in drought
 Shifting of interests of growers to more profitable/less risky crops.
 Adulteration of spices
 Cyclic market fluctuations at international and national level
 Lack of awareness about pesticide residues and mycotoxin contaminants in the products and
lack of MRL and ADI standards in some of the pesticides used in spices etc.
Conclusion
Today, food security concerns include not only the problems of physical availability of food
stocks as well as economic and physical access to food stocks, but also biological utilisation of food
consumed. That is, environmental conditions such as availability or otherwise of safe drinking water
and sanitation as well as nutrition practices and knowledge that can help or hinder the absorption of
food into the body form part of the more inclusive contemporary conception of food security. By
considering this aspect we can say spices can complement agricultural productivity by improving
food security, food hygiene and trade in food along environment safe for the present and future
generation.
So,I ndian spices has a worldwide reputation as the only country which produces almost all
kinds of spices with efficient level of nutrient and it is through these spices exports the country earns
the much needed foreign exchange over a long period of time. The demand for Indian spices and its
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products are ever increasing both in the internal and external markets. Although there is tremendous
importance of spices, it is rather unfortunate that the sector has not achieved the required level
development because of many problems in the marketing, supply chain, exports, pre and post-
harvesting activities. Also exporters overseas are struggling. This requires costly quality management
systems and training of farmers. A targeted effort is needed to include poorer households in value
chains: organizational development, technical upgrading, management skills and access to financing
are all required.
Refferences
Bhall, V.K (2002) World Trade Organisation converting crisis into opportunities, Charted secretary,
ISCI, New Delhi, vol.XXXII, January.
Elizabath Thomas (2002). A study on futures’ trade in pepper, projected report Mahathma Ghandhi
University, kottayam
Gopal N. and Chadurvedi T (2002). Challenges to Indian argriculture in the WTO era.
Hirashima, S (2002). Role of agriculture in Indian development - A medium terms perspective.
Proceedings of Tenth Annual Conferences of AERA , Marathwada agricultural university, Parbhani,
Maharastra.
Jayashree E. (2005). Value addition of major spices at farm level, spice India,August.
John Zacharia, T. (2005). Value added products from black pepper, spice India,January.
John K C(2003). Spices export from India )- A Stock Talking, Economic and political weekly,
Vol.XXXVIII,No.19.
Joseph George (2000). A study on export performances of spices with special references to pepper ,
project report, Mahathma Ghandhi University, kottayam.
Kannan S. (2005). Marketing of cardamom, spice India, July.
Swaminathan Commission Report (2002). WTO concerns for Kerala, Kerala State Planning Board,
Trivandrum.
Madan Lal (2004). Impact of SPS measures on agro-products, Spice India , November.
Manoj Shanker Guptha (2007). WTO and Indian Economy ,Serial Publication , New Delhi.
Milind Chaudari (2000) seed spices – a prespective , Indian Spices ,October. Vol 37, No 4 .
Nalin Kumar C. and Muraleedaran , V.R(2007). SPS Regulations and Competitiveness: An Analysis
of Indian Spice Exports, South Asia Economic journal ,Vol 8, No 2.
Parthasarathy V.A and Madan M.S (2008) India is fast becoming a hub for value addition in spices.
The Hindu Survey of Agriculture.
Punam (2007) WTO: some opportunities and challenges to Indian Agriculture, WTO and Indian

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Economy , Serial Publication, New Delhi.

Ramesh,C (2002). WTO ; trade liberalization and Indian Agriculture. Mithal Publications New Delhi.
Ramesh Chand (2005). Post WTO Agriculture, Trade and Agenda for Negotiations on agriculture,
National Centre for Agricultural Economics and Policy Research(NACP).
ADDRESS FOR COMMUNICATION

Dr. Raziya M
Assistant Professor
Govt First Grade College Maski
Raichuru Dist, Karnataka
Mob:9945516631
Email:razithecol@gmail.com
Contact No- 9945516631/9008216755

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[Document title]
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HRM Strategies in the Tourism and Hospitality Sector –

An Overview
Namreen Asif V. A.1, D. Bindhu 2 & Ramesh Pai3
1
Research Scholar, Institute of Management & Commerce, Srinivas University, Mangalore
India- 575001, ORCID ID:0000-0001-8533-4488; E-mail ID: namreenasif39@gmail.com
2
Research Scholar, Institute of Management and Commerce, Srinivas University, Mangalore,
India, ORCID ID:0000-0003-3714-3331; E-mail ID: bindhuranjith11@gmail.com
3
Research Professor Institute of Management and Commerce, Srinivas University, Mangalore -
575001, Karnataka, India, ORCID ID: 0000-0003-3019 -5745; E-mail: rameshpai080@gmail.com
ABSTRACT
Background/purpose: The study's goal is to evaluate and comprehend HRM tactics used in the travel
and hospitality industry. In areas including hiring, training, performance management, employee
engagement, and diversity and inclusion, it seeks to pinpoint typical approaches. Metrics such as
employee productivity, customer happiness, and retention rates will be looked at throughout the study
to see how beneficial these techniques are. It also aims to identify the particular difficulties and chances
that HR managers in this industry encounter. The study's ultimate goal is to offer perceptions and
suggestions for HRM best practices customized to the tourist and hospitality sectors, adding to academic
understanding and enhancing organizational performance.
Objective: The purpose of this study is to attempt to highlight HRM practices in the hospitality and
tourism sectors. There are three major factors that influence the adoption of HRM practices in the
tourism sector: First, the degree to which hotels have tried out novel HRM strategies. Second, what
factors affect HRM decisions and whether they differ in any way in the hotel business from other
industries. The connection between HRM and performance in the hotel business is the last point
Design/Methodology/Approach: This descriptive article uses secondary sources to compile its data,
including articles on the hotel industry's efforts to retain top talent, new retention strategies, the most
recent editions of cited books, articles, and magazines, the hotel's records and training reports, as well
as other pertinent resources like the internet.
Findings: Attracting, nurturing, and retaining a talented and motivated workforce are the main goals of
effective HRM initiatives in the tourist and hospitality business. Organizations may increase their
competitiveness, boost customer satisfaction, and foster a healthy work environment by putting these
principles into practice.
Originality/Value: Employing, training, and retaining a dedicated, qualified, well-managed, and
motivated workforce who are focused on delivering a high-quality "product" to the customer who is
getting more picky and demanding poses real challenges for businesses and managers in the tourism
and hospitality industries. In order for firms to maintain a healthy work environment, a number of
significant human resource (HR) issues must be addressed.
Paper Type: Research Paper
Research Keywords: HRM, Industry, Tourism, Policies, and Practice.
1. INTRODUCTION
According to the World Travel and Tourism Council (WTTC), 8.7% of all jobs worldwide are
tied to travel and tourism, which employs about 230 million people worldwide (WTTC, 2023).
Unquestionably, there is a lot of employment, but policymakers and academics alike are
concerned about the quality of many of these professions (Head, J., & Lucas, R. [2004]). [1].
Many people still doubt that people are the industry's most valuable asset, despite the rhetoric
from governments and corporate executives to that effect. A successful hotel business is
primarily fuelled by professionalism, the development of human resources, and continual
motivation. The service front-line staff provides to potential consumers is greatly improved
by routine communication skill training for front-line staff. Customers can be confident in
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both competence and professional abilities (Knowles, T., et al [2003]). [2]. Lack of training

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for hotel staff has proven ineffective because it typically leads to subpar performance and
dedication in the hospitality sector. A critical component of HRM that needs to be formally
integrated into an organization's mode of operation is the creation of human resource practises
(HRP), which includes routine staff training. Nevertheless, only a small number of
organisations are aware of this phenomenon (Combs, J., et al [2006]). [3]. According to hotel
management, the goal of this study is to investigate the factors that contribute to subpar HRP
practises at a few selected hotels in order to identify the challenges that poorly implemented
HRP faces. underlined the requirement that periodic training be given by hotel management
to ensure employee professionalism. In addition to being a helpful tool for effective
management, HRM training improves service output and organisational stability. supplying
the knowledge and abilities required for hotel staff to perform their duties (Panayotopoulou,
L., et al [2003]). [4]. Therefore, it is essential that service line staff receive quality training in
order to deliver excellent services to hotel visitors. Although it may go against the idea of
human resource practises (HRPs), there is evidence that this lowers the productivity and
effectiveness of hotel staff. Since human resource practises (HRPs) have a key role in shaping
how guests perceive hotels, frequent training and employee human resource evaluation are
necessary (Schuler, R. S. [1992]). [5]. The employer's perspective on HDPs is a key factor in
increasing the competence and productivity of hotel employees. Since human resource
practises (HRPs) play a key role in shaping how guests perceive hotels, it is crucial to regularly
train and evaluate staff human resources. [6]. The employer's perspective on HDPs is a key
motivator for boosting the expertise and productivity of hotel employees. Due to continuing
patronage and the country as a whole benefiting from their civic responsibilities, this will
improve income for hotel staff and management (Evans, W. R., & Davis, W. D. [2005]). [7].
Due to a lack of adequate infrastructure, it is important to take note that certain HR
professionals working in the hospitality industry are underqualified. Worker productivity has
been significantly impacted by this (Wang, W., et al [2011]) . [8]. To address present issues
and improve service delivery, the effects of a few HR-trained personnel will be evaluated
using a performance index in connection to the company's HRD and HR. This will serve as a
benchmark for creating a stronger HR strategy to deal with the present issues facing the sector.
However, this will boost the hotel staff's productivity and performance index compared to
where they are now (Karatepe, O. M. [2013]). [9].
2. INDUSTRY OF TOURISM AND HOSPITALITY:

Overview Although many academics, businesspeople, and politicians have attempted to define
the nature of the tourism industry and the function of the hospitality sub-sector within this
broader vision, no consensus has been reached (Posthuma, R. A., et al [2013]). [10]. Because
it is difficult to define what constitutes a vast and diverse industry, many activities may overlap
and be categorised as falling under the umbrella of tourism and hospitality. For instance, in
her most recent research on employment relations in the hospitality and tourism industries,
Lucas (2004) chose to talk generally about the Hotel, Catering, and Tourist Sector (HCTS)
(Kusluvan, S., et al [2010]). [11]. Many careers in the hospitality and tourism industries "share
comparable characteristics and are connected with both hospitality and tourist activities,"
according to this definition of the HCTS. It is obvious that we must accept the prospect of
uncertainty in the characteristics of the tourism and hospitality industries (Marco-Lajara, B.,
& Úbeda-García, M. [2013]) .[12]. This book uses the framework established by People,
which is the Sector Skills Council (SSC) for the hospitality, leisure, travel, and tourism sector,
to illustrate the wide range of activities that may be seen in the HCTS in order to avoid
oversimplification while portraying the sector's diversity (Alleyne, P., et al [2006]). [13]. SSCs
are organisations with a government licence in the UK that are in charge of creating industrial
skills, which is why People 1st was hired. SSCs are employer-led and work to represent the
industry's concerns on skills and best practises in hiring, among other things. Hotels,
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restaurants, pubs, bars, and nightclubs are examples of contract food service providers. Other

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examples include membership clubs, events, gambling, travel services, tourist attractions,
youth hostels, vacation parks, and self-catering lodging. Additionally, there is a huge variety
in the jobs created within this broad category of travel, tourism, and hospitality in terms of the
technical and skill demands, educational requirements, terms and conditions, and the type of
person who is likely to be drawn to employment in them (Yang, H. O., et al [2008]).[14].
Consider Baum's (1997: 97-98) description of the types of people a package trip buyer is likely
to interact with: the retail travel agent, insurance companies, ground transportation to and from
the airport, at least two sets of airport handling agents (outbound and return), airport services
(shops, food and beverage outlets, bureaux de change), the airline for all legs of the journey,
immigration and customs services, local ground transportation (Costa, J. [2004]).[15].
3. REVIEW OF LITERATURE
In order to pinpoint the crucial components of HR strategies that have been influencing talent
retention in the hotel business, the research had analyzed a variety of pertinent literature.
Offering high-quality service and achieving the highest levels of customer and employee
satisfaction has been made possible by an effective HR strategy pertaining to talent retention.
Many studies, seminars, and papers on the topic attest to the significance of HR strategy for
talent retention. Express Hospitality, Travel World, and other hospitality periodicals provide
regular pieces on the aforementioned topic. In addition, the information stated below will be
helpful. (Luo, Y., & Milne, S. [2014]). [16].
 Books / Journals / Magazines / Newsletters
 Internet / Websites – Citation
SL.N RESEARCH FINDINGS REFERENC

O. OUTCOMES E
1 Employee Issues According to the study, there may soon be a labour Guerrier, Y.,
shortage in India's tourism and hospitality sectors in & Deery, M.
addition to the industry's high turnover rates. For those in (1998). [17]
the hotel business, having a greater grasp of how people
perceive employment opportunities has become a crucial
issue. The opinions of those prospective employees who
lacked prior industry experience were a particular source
of worry. The study took into account how potential
employees who have no prior or present hotel
employment experience perceive working in the industry.
It is hypothesised that elements like income, chances for
advancement, work-life balance issues, and isolation at
the workplace have a big impact on how prospective
employees feel about working in hotels. These attitudes
are therefore thought to influence both the intention to
apply for a hotel job as well as the intention to encourage
others to do the same.

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2 HRM The study examined several issues with human resources Jolliffe, L., &
Challenges that the Chinese hotel and tourism sector faced. The main Farnsworth, R.
problems were a lack of skilled employees at managerial (2003). [18]
and operational levels, a high staff turnover rate, a lack of
interest among new graduates in entering the field, and
more particularly, a mismatch between academic
expectations and the realities of the workplace. The
purpose was to investigate the problems by speaking with
academic and professional professionals. According to
the report, government officials, business executives, and

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academics should be aware of the problems because

solving them will need cooperation from all of these
parties.
3 Managerial The cornerstone of any new organisation is its key HR Gruescu, R., et
Skills practises, which include hiring, selecting, training, and al, (2008). [19]
retaining personnel. Completing this goal successfully
requires complex work.In order to ascertain the current
state of the hotel industry with regard to managerial
abilities, leaders in the hospitality sector are surveyed
over this topic.
4 HRM strategies According to the findings, HRM practises have a Altarawmneh,
favourable impact on employee happiness, service I., & Al-
quality, and behaviour. Additionally, it was discovered Kilani, M. H.
that when Jordan's hotel staff exhibits exceptional (2010). [20]
customer service behaviour, customers' views of service
quality rise. Finally, an efficient human resource
management strategy methodically arranges all
individual human resource management measures to have
a positive impact on employee satisfaction, service
behaviour, and service quality, which helps hotels
succeed as an organisation.
5 Competitive The hospitality industry is the authors' area of expertise. Baum, T.
advantage The hard version of HRM, which adopts an economic, (2012). [21]
logical approach to HRM, presents a quantitative,
calculated view of human resources, which are viewed as
just another of the firm's resources in this context. The
soft version, on the other hand, adopts a more humanistic
strategy and seeks to gain workers' loyalty, trust, and
productivity by treating them as proactive and reliable
people.
6 HRM The majority of hotels in Delhi (NCR) understand how Nzonzo, J. C.,
Procedures good human resource management practices can lead to & Chipfuva,
greater performance, but they are unable to implement T. (2013). [22]
these practices because of the high turnover rate and
unique business demographics. The outcomes
demonstrate the impact of human resource management
strategies on performance and quality enhancement.
7 Hospitality The current HR practices used in the hotel sector and the Nzonzo, J. C.,
industry discrepancy between their theoretical justification and & Chipfuva,
management practical use. T. (2013). [23]
8 Success of the According to the study paper, the hotel sector must be López-
Hotel Industry labor-intensive, which makes HRM practices particularly Gamero, M.
crucial. As a result, it should establish efficient human D., et al,
resource practices and policies to succeed in the (2023). [24]
competitive market.
4. RESEARCH METHODOLOGY
This descriptive article uses secondary sources to compile its data, including articles on the
hotel industry's efforts to retain top talent, new retention strategies, the most recent editions of
cited books, articles, and magazines, the hotel's records and training reports, as well as other
pertinent resources like the internet.

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5. OBJECTIVES OF THE STUDY

1. To comprehend the function played by the tourism and hospitality sectors as well as the
range of job prospects they produce.
2. To assess the major gaps and different challenges the tourism and hospitality industries
are facing.
3. To comprehend the importance of HRM and HRM practices within the tourism and
hospitality sector.
4. To come to some conclusions and make some suggestions for improving HR practices in
the tourism and hospitality sector.
6. RESEARCH GAP
Research in the fields of talent acquisition, employee engagement, leadership development,
diversity and inclusion, employee well-being, technology integration, training and
development, and performance management is needed to close several gaps in the HR practises
of the hospitality industry. This study aims to bridge the theory-practice gap and address
conceptual changes in personnel selection in order to enhance HR strategies in the industry.
7. RESEARCH AGENDA
This study aims to investigate the linkages between HRM and performance in the hospitality
sector and what these correlations mean in practical contexts. The primary objective of this
study was to evaluate the impact of HRM practises on organisational performance in the hotel
and restaurant industries.
8. HRM PRACTICES IN THE TOURISM AND HOSPITALITY INDUSTRY

The tourist and hospitality industry, which depends largely on qualified and motivated
personnel to provide top-notch customer service, benefits greatly from HRM tactics. Effective
HRM methods in this sector put a strong emphasis on finding, nurturing, and keeping talented
employees while fostering a healthy workplace culture (Palguna, I. G. R. [2021]). [25]. Here
are some crucial HRM tactics for the travel and hospitality industries:
a. Planning for the workforce: HR managers must be aware of the tourist and hospitality sectors'
seasonal character in order to account for changing staffing requirements. Forecasting peak
times, determining skill requirements, and putting mechanisms in place to overcome staffing
shortfalls are all part of this process.
b. Recruitment and Selection: Any tourist or hospitality organization's success depends on

attracting the best individuals. HR managers should create hiring procedures that focus on
people with the necessary expertise, abilities, and customer-focused attitudes. Utilising several
recruitment methods, such as university placements, industry-specific websites, and online job
portals, may be necessary.
c. Training and Development: It's essential to provide personnel in the tourist and hospitality
industries with ongoing training and development opportunities. Employees should receive
regular training from HR managers with a focus on customer service, language proficiency,
cultural sensitivity, and technological proficiency. Employees in several departments may
benefit from cross-training to increase their adaptability.
d. Performance Management: Setting up a strong performance management system makes it

easier to recognise and reward top performers while dealing with underperformers. A
significant component of efficient performance management is the regular conduct of
performance reviews, feedback sessions, and the formulation of SMART (Specific,

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Measurable, Achievable, Relevant, Time-bound) targets.

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e. Employee Engagement: In the tourist and hospitality industries, creating a positive workplace
culture and encouraging employee engagement are essential. Managers of human resources
should promote a positive environment that values and honours employee contributions.
Implementing efforts like team-building exercises, employee feedback tools, and staff
recognition programmes can assist raise morale and engagement.
f. Work-Life Balance: Because of the erratic hours, seasonal demands, and high-stress situations,
balancing work schedules can be difficult in the tourism and hospitality industries. HR
managers ought to make an effort to design work schedules that encourage work-life balance
and lessen burnout. This can be accomplished by providing flexible working conditions,
equitable scheduling procedures, and staff wellness programmes.
g. Effective succession planning is crucial to ensuring a seamless transition of key positions

given the changing nature of the sector. High-potential personnel should be identified by HR
managers, and they should be given chances for development. Planning for succession lessens
the impact of leadership changes and aids in retaining outstanding people.
h. Diversity and inclusion: Promoting an inclusive workplace and embracing diversity can help
tourism and hospitality firms in a number of ways. HR managers need to actively support
diversity in hiring practises, develop inclusive policies, and offer cultural sensitivity training.
This promotes a varied consumer base and fosters a friendly environment for both staff and
visitors.
i. Employee Wellbeing: Employee performance and job satisfaction are directly correlated with
each other. The support systems that HR managers should offer include measures to reduce
stress, employee assistance programmes, and mental health services. Making employee well-
being a priority fosters a productive workplace and lowers attrition rates.
j. Integration of Technology: Given the growing use of technology in the travel and hospitality
industries, HR managers should be abreast of market developments and incorporate
technology-based solutions into their HR procedures. This entails using HR software for hiring,
managing employees, and measuring performance, as well as utilising technology for training
and communication (Blayney, C., [2020]). [26].
9. ADVANTAGES, BENEFITS, CONSTRAINTS, AND DISADVANTAGES OF THE

HUMAN RESOURCE MANAGEMENT STRATEGIES IN THE TOURISM AND
HOSPITALITY SECTOR
Some key advantages, benefits, constraints, and disadvantages of the human resource
management strategies in the tourism and hospitality sector include (Namreen Asif, V. A., &
Panakaje, N., (2022)). [27].
9.1 Benefits of employing human resource management techniques in the travel and
hospitality industry:
a. Talent attraction and retention: Successful HRM strategies aid in luring in highly qualified
candidates who have the requisite credentials and competences for the tourism and hospitality
business. Organisations can attract and keep top personnel by providing competitive salary
packages, chances for professional progress, and a positive work environment.
b. Increasing employee engagement and motivation: Employees that are more engaged and
motivated at work report higher levels of commitment, productivity, and job satisfaction.
Improved guest satisfaction and customer service delivery follow from this.
c. Creating a trained and adaptable workforce: HRM policies that prioritise training and
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development initiatives give employees the chance to improve their knowledge and abilities.

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This enables businesses to develop a staff that is adaptable and qualified to carry out a variety
of tasks within the travel and hospitality industry.
d. Enhancing client experiences: Highly trained, engaged staff members who receive excellent
HRM assistance are more likely to provide exceptional customer service. This has a favourable
effect on the entire customer experience, resulting in client loyalty, good word of mouth, and
more business chances.
e. HRM strategies that are in line with organisational goals and objectives help organisations
perform better overall and compete more effectively in the travel and hospitality industry.
Effective HR practises assist corporate growth by streamlining operations, allocating resources
optimally, and building a strong organisational culture.
f. Adapting to industry dynamics: The tourist and hospitality industry is dynamic and
influenced by a variety of outside influences, including seasonality, shifting consumer
preferences, and technological development. Organisations may swiftly react to market changes
and keep a competitive edge by implementing HRM strategies that prioritise personnel
planning, training, and flexibility.
g. Fostering diversity and inclusion: Employing HRM practises that support diversity and
inclusion enables businesses to access a wider talent pool, boost innovation and creativity, and
better cater to a variety of clientele. The ability to solve problems, make decisions, and operate
as an organisation can all be improved by embracing varied viewpoints and fostering an
inclusive workplace.
h. Fostering a positive workplace culture: requires HRM practises that put an emphasis on
employee wellbeing, work-life balance, and appreciation. According to Ngoc Su et al. (2021)
[28], this increases employee satisfaction, lowers turnover rates, and strengthens a sense of
loyalty and dedication among workers.
9.2 Advantages of employing human resource management techniques in the travel and
hospitality industry:
a. Talent Acquisition: The tourism and hospitality industries benefit from effective human
resource management methods in attracting and acquiring skilled workers. Organisations can
find and hire workers with the appropriate skills, experience, and cultural fit by putting in place
effective recruitment procedures. This guarantees that the employees can provide top-notch
services and improve the overall client experience.
b. Employee Retention: It's critical for businesses in the tourist and hospitality sectors to retain
knowledgeable, seasoned staff. An effective human resource management plan places a strong
emphasis on possibilities for professional advancement, employee engagement, and
recognition. Organisations may lower turnover and retain talented people by fostering a happy
work environment, giving competitive pay and benefits, and providing opportunity for growth
and promotion.
c. Training and development programmes are emphasised in human resource management
strategies for the tourist and hospitality industries in order to improve employees' abilities.
Training employees boosts the organization's overall capabilities while also enhancing
employee performance. Employees can learn new skills, stay current with industry trends, and
adjust to shifting customer expectations thanks to it.
d. Customer Focus: The tourist and hospitality industry places a high priority on satisfying
customers, and effective human resource management practices are essential to achieving this
goal. Employees that are motivated and well-trained offer superior service, comprehend the
demands of guests, and are more ready to deal with difficult situations. Higher levels of guest
happiness, favorable evaluations, and return business result from this.
e. staff Productivity: In the tourist and hospitality industries, effective human resource
management practises maximise staff productivity. Organisations may encourage people to
perform at their best by setting clear expectations, establishing performance standards, and
providing performance rewards. Employee productivity increases when they are motivated and

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engaged, which boosts profitability and operational effectiveness.

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f. Workforce Flexibility: Seasonal variations, unique events, and unforeseen circumstances

frequently cause demand shifts in the tourist and hospitality sectors. By introducing flexible
work arrangements, cross-training personnel in numerous positions, and using part-time or
temporary labour at peak times, human resource management strategies enhance workforce
flexibility. As a result, businesses are better able to control staffing levels and adjust to shifting
demands.
g. Diversity and inclusion: The tourist and hospitality industries promote diversity and inclusion
through effective human resource management practises. Organisations may foster an inclusive
work environment that fosters innovation and creativity by appreciating and respecting people
from various backgrounds. Diverse teams contribute a range of viewpoints, concepts, and
cultural insights that can help in problem-solving and decision-making.
h. Legal Compliance: In the tourism and hospitality industries, human resource management
solutions guarantee adherence to labour laws, rules, and standards. Organisations can reduce
legal risks, avoid fines, and uphold a good reputation by staying current with legal requirements
and establishing relevant policies and processes (Gonzalez, R., et al [2020]) [29].
9.3 Restrictions on the use of human resource management techniques in the travel and
hospitality industries:
a. High Employee Turnover: Due to seasonal demand, temporary and part-time employment,
and the availability of alternative employment possibilities, the tourist and hospitality industries
frequently see high employee turnover rates. This turnover makes it difficult to find and keep
talented workers, which drives up the cost of hiring and training new personnel.
b. Seasonality: Since many tourism and hospitality firms are located in seasonal regions, demand
for their services varies from season to season. It might be difficult to efficiently manage the
workforce both during peak and off-peak times. Additional workers may be required during
busy seasons, whereas firms may struggle to keep employment numbers and employee
engagement levels high during off-peak seasons.
c. Skills Shortages: The tourist and hospitality sectors frequently experience a lack of qualified
workers in particular occupations like chefs, hotel managers, and specialised customer service
positions. It might be challenging to find and attract skilled people with the required knowledge
and expertise, especially in rural or less developed locations.
d. Diversity and Language Barriers: The tourism and hospitality industry draws workers from
a variety of linguistic and cultural backgrounds. Due to language hurdles, cultural differences,
and the requirement for specialised training to meet the needs of foreign visitors, managing a
diverse workforce can be difficult.
e. Intense competitiveness, price sensitivity, and cost pressures are characteristics of the
tourism and hospitality sector. Businesses sometimes operate on slim profit margins, which can
limit their capacity to provide employees with competitive pay and benefits. Due to this, it may
be difficult to find and keep talented people, which could result in increased turnover rates.
f. The tourist and hospitality industry are governed by a number of laws, including labour rules,
health and safety regulations, and immigration restrictions. Businesses must allocate resources
to ensuring legal compliance and managing potential risks in order to comply with these
requirements, which can be difficult and time-consuming to do.
g. Technological Advancements: The tourist and hospitality industries face both opportunities
and problems as a result of the technology's rapid advancement. While technology can improve
operational effectiveness and visitor experiences, it also necessitates staff members to become
accustomed to new procedures and systems. For some firms, managing this technological
change and upskilling the staff can be a challenge.
h. staff Engagement and Motivation: In the hotel and tourism sectors, it can be difficult to
maintain high levels of staff engagement and motivation. Employee burnout and low job
satisfaction may be caused by the nature of the work, which may include long hours, physically
taxing duties, and dealing with demanding customers. Finding methods to improve employee

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happiness and job satisfaction is important but can be challenging to put into practise (Beda-
Garca, M., et al. [2013]). [30].

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9.4 Negative aspects of the tourist and hospitality industry's human resource
management techniques include:
a. High turnover rates: Because of seasonal demand, temporary employment, and the
availability of alternative work possibilities, the tourist and hospitality sectors frequently see
high turnover rates. This turnover may make it difficult to find, train, and retain stable
personnel, which would raise expenses and cause interruptions in business operations.
b. Cost implications: Putting in place comprehensive HRM policies may have a considerable
financial impact. Organisations may find it difficult to afford investments in recruitment,
training and development programmes, employee perks, and engagement activities, especially
if their profit margins are thin or when demand is weak.
c. Retaining experienced and qualified workers can be difficult because of the transient nature
of the tourist and hospitality sectors. Talented workers may leave the company due to
aggressive job offers, possibilities for professional progression in other sectors, or personal
preferences for job security. This could result in the loss of institutional knowledge and higher
recruitment and training costs for the company.
d. Seasonal variations: Seasonal variations in demand are common in the tourism and hospitality
industries, which can make workforce management difficult. In order to manage workforce
reductions during low seasons and plan for enough personnel during high seasons, HRM plans
must take into account seasonal variations. This frequently necessitates temporary or part-time
employment arrangements.
e. Managing a diverse workforce in the tourist and hospitality industry can bring special
difficulties, even though diversity and inclusion are crucial components of HRM. HR managers
must create inclusive policies and offer specialized training in order to promote successful
communication, understanding, and teamwork among various personnel due to language
difficulties, cultural variations, and varying client preferences.
f. Issues with work-life balance: Because of the nature of the profession, nights, weekends, and
holidays are frequently spent working. Employees may experience burnout, exhaustion, and a
decline in job satisfaction as a result, which can affect how they balance work and personal life.
By offering flexible schedule alternatives, equitable workload distribution, and employee
assistance programmes, HRM strategies need to address these issues.
g. Resistance to change: Employees or managers used to current practices may be resistant to the
implementation of new HRM strategies or the introduction of changes in policies and
procedures. To overcome opposition and ensure successful implementation, change
management initiatives, good communication, and stakeholder participation are crucial Asif,
(N., & Niyaz Panakaje, D. [2022]) . (Bharwani, S., & Butt, N. [2012]). [31].[32]
FINDINGS:
1. Overall, these findings emphasize the importance of investing in HRM practices, particularly
training, and development, to enhance employee professionalism, service quality, and
organizational performance in the hotel industry.
2. These findings emphasize the complexity and diversity of the tourism and hospitality industry.
The absence of a widely recognized definition, overlapping activities, and the wide range of
job types within the sector contribute to the challenges faced in accurately defining and
categorizing the industry.
3. These findings highlight the significance of well-implemented HRM practices in the tourism
and hospitality industry, enabling organizations to attract and retain skilled employees,
enhance service quality, and ultimately achieve business success.
4. These findings highlight the significant impact of effective HRM strategies on various aspects
of the tourism and hospitality industry, including talent acquisition, employee engagement,
customer experiences, organizational performance, adaptability, diversity and inclusion, and
overall work culture.
5. Effective HRM strategies in the tourism and hospitality sector have a significant impact on
talent acquisition, employee retention, skills development, guest satisfaction, employee
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productivity, workforce flexibility, diversity and inclusion, and legal compliance.

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SUGGESTIONS:
1. Our research has shown that in order to maintain a competitive edge in the hotel industry, HR
managers must apply practices that strengthen the performance of the hotel, enhance employee
job satisfaction, and improve service quality.
2. By requiring communication with the staff through internal emails, newsletters, internal
broadcasts, organizational storytelling, and advertising messaging, we propose to improve
internal communication at the hotel for internal branding. This would contribute to improving
the company's reputation among its workers.
3. For the advantage of the sector, human resource management has been successfully
implemented to guarantee optimum employee involvement. Through the research conducted, it
has been determined that this is the environment and that improvement projections have also
come true among participants who hold management, governmental, and client roles.
CONCLUSION:
The world around us has undergone a change as a result of liberalization and globalization, as
well as significant growth in the service industry. These advances have elevated the tourism
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human resource development (HRD) aim to assure the optimal deployment of human resources.
Utilizing human resources effectively and efficiently has emerged as a major priority in today's
competitive corporate environment. Nowadays, finding, attracting, directing, and integrating
qualified human resources into an organization's operations is the first task every corporation
must complete in order to increase productivity and operational effectiveness.
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MANEGMA 2023
Inﬂuence of Digitalization on Consumer Purchase

Intention in the Food Retail Industry
James M J1, Ginsa Roslet George 2, Mr. Shubham Priyadarshee 3 & Ms. Marziyah
Fawzan Husain 4
1
Research Professor, Department of Commerce and Management Srinivas University,
Mangalore India.
ORCID ID 0000-0001-1959; E-mail: jamesjmj26@gmail.com
Corresponding Author Contact Number: +919945131954
2
Research Scholar, Institute of Management and Commerce, Srinivas University, Mangaluru,
India. ORCID ID 0000-0002-8026-0771; E-mail: ginsaroslet918@gmail.com
3
Student, Manipal Institute of Technology, Manipal India
E-Mail: spriyadarshee867@gmail.com
4
Student, Manipal Institute of Technology, Manipal India
E-Mail: marziyah.husain19@gmail.com
ABSTRACT
Purpose: This research, is aimed at identifying the factors influencing the use of food retail
platforms and studying the influence of digitalization on consumer preferences in the food
retail industry, with a special focus on Manipal.
Design: A conceptual model was developed to ascertain how digitalization has altered the
food landscape. A well-designed questionnaire was developed and validated by marketing
experts. Data was collected from students studying in the Manipal region of Karnataka,
India. The conceptual model was tested using the Partial Least Square (PLS) Structural
Equation Modelling (SEM) approach.
Findings: From the study it is found that digitalization, quality determinants, motivation,
attitude, and digitalization adoption play a vital part in influencing consumer purchase
intention in the food retail industry.
Originality value: Digitalization is a method in which digital tools are employed to
enhance a business model. Digitalization has impacted the food industry and transformed
consumer’s perceptions about how they perceive an emotional connection with food.
Paper type: Literature Review
Digitalization is how digital tools are employed to enhance a business model.
Digitalization has impacted the food industry and transformed consumer’s perception
about how they perceive an emotional connection with food.
Paper type: A case study
Keywords: Digitalization, Purchase intention, Food retail industry, Consumer preference,

Partial Least Square Structural Equation Modelling
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1. INTRODUCTION :
Digitalization is an umbrella that includes the “transformation of physical products into digital
services, consumer recommendations in social media, and the incorporation of digital devices into
the purchasing process such as online information searches leading to offline purchases” (Hagberg,
2016, p.695). Mobile phones are the central initiator of these broader effects of digitalization which
allow access to the internet and have changed purchaser practices, including shopping manners.
The transformation experienced in how businesses are being done in various ventures is due to
mobile and web technologies [1].
Mobile apps play a key role in connecting the online and offline worlds of food retailing. Retailers
that majorly rely on home delivery, such as pizza outlets, were swift to recognize the ample benefits
of the use of apps. In the dine-in business, the reinvention of many food outlets is supported by
technology. There is a unique relationship between food and social media, and they have almost
become inseparable. Displays of people’s brunch, tea-time snacks, and cocktails are all across
social media platforms like Instagram and Facebook. With this in mind, customer preferences can
be customized based on the target audience. There has been a significant change in the past few
decades in the food retail industry, which is increasingly becoming more competitive and
challenging (Huddleston et al., 2009).
A sectoral report published recently by IBEF (Indian Brand Equity Foundation), claims that food
has been one of the largest segments in India’s retail sector, which is currently valued at 39.71
billion dollars in 2017. Few studies have investigated customer preference within the retail food
industry, despite the growth of new product categories and new industry players. Satisfaction is of
utmost importance in this highly competitive setting in food retailing (Hare, 2003). Carpenter and
Moore (2006) opine that the changing competitive landscape within the food industry makes it critical
for retailers to better understand their customers. Consumer purchase intention is defined as “the study
of how individual customers, groups or organizations select, buy, use, and dispose of ideas, goods, and
services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace
and the underlying motives for those actions” (Al-Shammari, 2016, p.311).
With the introduction of apps such as Swiggy and Zomato, a study was undertaken to understand and
explore how the food industry has been impacted. The introduction of online food platforms in the
region of Manipal has transformed the perception of the food industry. Recently the short-form
annual report published by Zomato stated, that Manipal has the highest frequency of deliveries in
all the cities. Hence there existed an unmet need to study the influence of digitalization on
consumer purchase intentions in the food retail industry in this region.
The purpose of this study is to analyze how food retailing is transformed by digitalization and the
manner in which it has affected consumer purchase intentions. The process of this research
involves: developing a conceptual model consisting of five constructs: digitalization, quality
determinant, motivation, attitude, and digitalization adoption, and describing how digitalization
has transformed each of the elements included in the framework. The objective of this research is
to analyze the influence of digitalization and quality on consumer purchase intention in the food
retail industry.
2. REVIEW OF LITERATURE :
Few studies have investigated customer preference within the retail food industry, despite the growth
of new product categories and new industry players. Satisfaction is of utmost importance in this highly
competitive setting in food retailing (Hare, 2003). The three sub-factors in digitalization are websites,
apps, and social media and they are examined as follows:
2.1 Websites:
Advertising and publicizing food and beverages communicate potentially powerful food consumption
cues, including pictures of appealing models eating, eating at dinner times, and positive feelings
connected to food consumption (Folta et al., 2006). Websites provide a comprehensive layout and
design in terms of presentation of brand information, for the customers to have a good experience
as well as, enable them to get the required information.
2.2 Apps:
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Consumers are familiar with ordering online through apps, with extreme comfort and transparency,
expecting a similar encounter that they would get from the outlet itself. To match the consumer’s
expectations and desires, apps are providing increased facilities and services to the customers
(Gupta, 2019). The online food ordering business in India is in its nascent stage, but witnessing
exponential growth. With online sustenance conveyance players like Swiggy, Food-Panda,
TinyOwl, and Zomato building scale by forming partnerships, the organized food business has
immense potential and a favorable future (Kundu & Chatterjee, 2018).
2.3 Social Media:
Millennials today communicate mostly through social media apps and services, with the internet
becoming a major part of their foodscape (Brembeck & Johansson, 2010). Hence food practices
reflect social and cultural values (Neely et al., 2014), and as food plays a fundamental role in
everyday life, there is much scope to consider the social aspects of young people’s food practices
on the Internet (Roper & Niece, 2009).
2.4 Quality Determinant:
There are services offered through websites, apps, and social media which are utilized by
customers during the process of ordering food online.
2.4.1 Info Quality:
Mobile devices and apps are placed in a noticeable and prominent position in the daily routine of
all people. The universality and versatility are their primary focal points. They are becoming tools
for students, teachers, and professionals alike to access information from any field and to be
connected to the globe from wherever they are situated (Briz-Ponce & Juanes-Mendez, 2015).
2.4.2 Design:
Academics have tested the effects of visual design stimuli online on the brand name (Magrath &
McCormick, 2013; Ruperelia, 2010, layout (Harris & Goode, 2010), personalization (Silva and
Alwi, 2008), product information and product imagery (Ha & Lennon, 2010). They play an
important part in the desirability of a platform. The information about the brand should be
presented in such a way that it is easy for the customer to understand the details of the restaurant
and they shouldn’t experience other usage issues.
2.4.3 Security:
Security refers “to physical, technological, or administrative safeguards or tools used to protect
identifiable data from unwarranted access or disclosure” (Cohn, 2006). Hence users expose
significant vulnerabilities in terms of their privacy, giving rise to significant concerns (Krasnova
et al., 2014). Therefore, the platforms should provide security of information as well as be secure
enough not to crash in times of heavy traffic.
2.4.4 Paying Option:
In terms of recent developments in digitalized technology, there are several payment options
available such as Cash on Delivery, Paytm, and Google Pay which makes it more feasible for
customers to choose their preferred gateways (Murugesan, 2013).
2.4.5 Ads and Offers:
There are many ads and offers publicized by online food delivery services as well as other food
joints through their social media platforms in order to get a broad reach of customers (Kapoor &
Vij, 2018). The offers are appealing by targeting factors like price and discounts. Most of these
offers are attractive enough to get the preferred set of customers within a specific time period.
2.5. Motivation:
As is evident from recent times, there has been a gradual shift in approach from dining in a
restaurant to ordering online and having it delivered to the doorsteps. The motivation to order food
online is many. They include a low commitment to the experience, accessibility/ convenience,
control of sociality, selection, information availability, cost effectiveness, and more generally, a
sense of control and freedom (Wolfinbarger & Gilly, 2000).
2.6. Attitude:
Attitude is considered “the consumer’s overall assessment of the utility of a product based on
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perceptions of what is received and what is given” (Zeithmal, 1988, p 12). Attitude associated with
behavior refers to personal assessments being favorable or unfavorable to performing the behavior
(Ajzen, 1985). An individual is more likely to demonstrate a certain behavior if he/she has a
positive attitude toward undertaking the behavior.
2.7. Digitalization Adoption:
Even though many studies have reported that a person may have a favorable attitude toward a
certain behavior, he/she might not accomplish the behavior when perceiving unknown difficulties
in doing so (Chen, 2007). Digitalization of food platforms has made it easier.
Perceived behavioral-based monitoring “refers to beliefs about access to resources and opportunities
needed to perform a behavior” (Kang et al., 2006, p.843). When resources such as money, time, and
skills are in abundance, people believe they have a higher degree of control, and hence their behavioral
intentions increase.
2.7.1 Cuisine:
Cuisines are the essence of every region, which usually tell tales of complex civilizations, and
unusual cultural habits (Appadurai, 1988). Different types of cuisines are available in various
restaurants. The information should be properly framed within the website or app such that it’s
easier for the consumers to choose from a variety of choices.
2.7.2 Product:
Product attribute data and information are largely under the marketer’s control. It is commonly
seen that, along with other inputs, consumers form various intermediate perceptions that ultimately
influence their purchase decisions (Chang & Wildt, 1994). The apps should generally have a wide
range of products and the bestsellers should be displayed with higher preference.
2.7.3 Packaging and Hygiene:
Packaging is done for the sole reason of safeguarding the safety and quality that a product contains
from the time of manufacture to the time it is utilized by the buyer (Dallyn & Shorten, 1988). Food
hygiene may be defined as “the measures and conditions necessary to control hazards and to ensure
fitness for human consumption of a foodstuff” (Betta et al., 2011, p.327).
3. OBJECTIVES :
1. To identify the Inﬂuence of Digitalization on Consumer Purchase Intention in the Food Retail
Industry.
2. To identify the variables that influence digitalization in the food retail industry.
3. To make a detailed study about the technological support of the growth of the food retail
industry.
4. to study the customer motivations of food purchases through digital platforms.
5. To analyze the influence of digitalization and quality determinants on purchase

intention in the food r etail industry.
4. RESEARCH METHODOLOGY :
The conceptual model developed consists of five constructs which are digitalization, quality
determinants, motivation, attitude, and digitalization adoption. A well-designed questionnaire was
developed and validated by marketing experts. A pilot study was conducted and analyzed.
Redundant questions were improved upon, after which the final survey was conducted. The
research work adopted consisted of both primary and secondary data where primary data was
collected from the respondents through a questionnaire survey. The respondents for the study were
college students studying in the Manipal region of Karnataka, India. The sample siz e chosen for
the study consists of 200 respondents. The demography of people who are prospective customers
should have prior knowledge and experience in online food delivery. The sampling method adopted
was Convenience Sampling as a sampling frame of the population was not available. It is often
used during preliminary research to get a gross estimate of the results, without wasting time and
money, and is required to choose from an arbitrary sample.
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5. CONCEPTUAL MODEL & HYPOTHESIS :

The conceptual model for this research is depicted in Figure 1. This model shows the influence of
digitalization on consumer purchase intention in the food retail industry. The model obtained
consists of five constructs which are digitalization, quality determinants, motivation, a ttitude, and
digitalization adoption.
Figure 1: Conceptual Model

The hypothesis is formulated to identify the significant relationship between factors.
H1: Digitalization does influence the consumer’s motivation to use online platforms.
The amount being splurged by online customers and the increase in the number of consumers
purchasing online has risen drastically. With rampant digitalization occurring across all spheres of
business, food is one such retail industry that has been affected (Venketesh et al., 2012). With the
positive consumer response to different methods of IT technologies, a considerable amount of people
are being influenced by the different modes provided within this domain. Social media is one such
medium that is being utilized for promotions of various online retail services in order to reach the target
customers (Kapoor & Vij, 2018). Other such modes include mobile-friendly applications (apps) and
websites which are also utilized by online retailers to allow consumers to experience the services of
these platforms.
H2: There is a significant relationship between quality determinant factors within e-platforms and
motivation for consumers to purchase food online.
The main aim is to provide consumers with a quality experience while using these different modes.
Customers tend to use platforms that they are comfortable with, as well as ones that are convenient
to use. The parameters considered in this case include the design of the platform along with the
layout of information, security of the platform (the more secure the better), and privacy of
consumer's information, advertisements, offers, discounts, and payment options (Tan et al., 2018).
These parameters in turn motivate the customers to use these mediums over offline purchases or
offline dining.
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H3: A positive relationship exists between motivation and attitude toward online food retailing
platforms.
The motivation derived inadvertently affects the consumer’s attitude towards a platform. The
various online platforms and the entire process and motivation to experience their services can
influence the attitude of a consumer in various ways (Phan & Chambers, 2018). Employing these
services impacts the mindset of the consumer in either a positive or negative manner, which further
decides the next course of action for ordering from those respective platforms or not (Childers et
al., 2001). Attitude is a parameter considered a consumer’s preferences, which can be either
influenced by their surroundings or from personal experiences, during the usage of different
technologies.
H4: Attitude towards online food has a positive impact on the intentions to adopt
digitalization technologies.
The final stage of the model consists of adopting these digitalization platforms (Yeo et al., 2017).
Digitalization adoption leads to consumer purchases as the participant is willing to obtain the food
due to the perceived benefits over offline methods. In spite of a person having a favorable attitude
toward a certain item, he/she might not have the intention to purchase it unless they deem it
commendable (Souiden et al., 2019). Hence factors such as the product, cuisine, packaging, and
hygiene play a prominent role in converting a positive attitude toward online platforms into a reality
by purchasing and hence adopting these digitalization tools (Alagoz & Hekimoglu, 2012).
6. RESULT AND ANALYSIS :
The conceptual model was tested using the Partial Least Square (PLS) path modeling approach.
The questionnaire was filled by 200 respondents of which 76.6% were males, 22.9% were females
and the remaining 0.5% preferred not to say. The age group solely consisted of 18-25 years of age.
When asked about the frequency of orders on a weekly basis, 30.8% of the respondents order 1-2
times a week. 15.9% order 2-3 times a week, and 19.4% order 3-4 times a week. As is evident from
the given statistics, college students in the region order on a weekly basis from apps like Zomato
and Swiggy.
5.1. Assessment of the measurement model
For assessing the measurement model, values of Cronbach Alpha, Composite Reliability, and AVE
were considered. These terms test the construct’s reliability and validity to check the accurate
predictions made by the questions relevant to the research. Testing the consistency of the
questionnaire is important as the interpretation of the questions by the consumer should be the
same as intended. The questionnaire was validated by market experts as well and a pilot study was
conducted prior to the final study to ascertain the uniformity of the questions.
The minimum cut-off for Cronbach Alpha is 0.6 which is considered acceptable whereas the
threshold value of Composite Reliability is 0.7. As shown in Table 4.2, all the values satisfy the
required criteria with AVEs exceeding 0.5 thereby satisfying the conditions for construct
reliability. Hence the study is valid and the results are coherent and dependable.
To assess the discriminant validity, the diagonal values (square root of AVE) and the off-diagonal
values (showing correlation) are considered. Since the diagonal values are greater than the off-
diagonal ones, therefore, it satisfies the Fornell-Larcker criterion of discriminant validity (Hair et
al., 2016).
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Table 1: Construct Reliability and Validity
Source: Author
5.2. Assessment of the structural model
After the assessment of the measurement model, the next step is to test the structural relationship.
In order to assess this relationship, the concept of bootstrapping is used. Bootstrapping allows
assigning measures of accuracy (defined in terms of bias, variance, confidence intervals, prediction
error, or some other such measure) to sample estimates. This test is applied to check the relation
between the latent variables used within the model and simultaneously allows the statistical testing
of the hypothesis developed.
Table 2: Tabulation of discriminant validity for the final study
Source: Author
For assessment in bootstrapping, the threshold values for T-statistics and p-values are 1.96 and
0.05 respectively. Now as seen in Table 4.4, the relationship between digitalization and motivation
is supported with p-values of 0.029 and T-statistics of 2.187. Also, quality determinants and
motivation are positively related (p-values 0.000, T- T-statistics 4.106) as well as motivation
and attitude (p-values 0.000, T-statistics 6.902). During t h e testing of the hypothesis, as the
values of the above relationships are acceptable H1, H2, and H3 are supported. But in terms of
the relationship between attitude and digitalization adoption (p-values, 0.274, T-statistics 1.096),
since the values are not acceptable, hypothesis H4 is not supported. However, the null hypothesis
for H4 is proven to be valid.
Also, in terms of R-square which shows the proportion of variance of the dependent variable
through an independent variable within the conceptual model, the values 28.4% of variance in
motivation is explained by two factors, that is digitalization and quality determinant and 21.1% of
variance in attitude is explained by motivation.
Table3: Hypothesis testing results
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Relationship T Statistics P Values Result

Attitude  Adoption 1.096 0.274 Not Supported
Digitalization Motivation 2.187 0.029 Supported
Motivation  Attitude 6.902 <0.0001 Supported
Quality determinant Motivation 4.106 <0.0001 Supported
Source: Author
5.3. Findings:
1. From the demography, it is evident that most of the students are aware of digitalization
platforms like apps and websites, as the study revealed that 97% of the respondents claimed
to have used Swiggy and Zomato before.
2. There was a clear preference towards ordering food via mobile phones instead of laptops or
other gadgets with 25.63% of students claiming otherwise.
3. 79.5% of the students have an inclination towards ordering from these apps because of the
discounts and offers provided.
4. From the student’s perspective, 64.5% prefer all the modes of payment to be available on the
platform of their choice.
5. Motivation for purchasing food online was the highest for cost-effectiveness rather than
convenience, availability of information, or satisfaction derived from the process.
6. The study revealed 61% of students order from platforms that have cuisines they are
comfortable with
7. Student’s opinions are often based on their own experiences with the study re-revealing that
personal experience towards a platform had more of an impact than the experiences of other
people
8. Students give preference to packaging, with 58% stating in affirmative.
9. From the study, it is evident that consumer purchase intention has been impacted since the
digitalization of the food retail industry in Manipal.
6. LIMITATIONS AND FUTURE SCOPE
This research cannot be generalized as it only focuses on the Manipal region which is located in
the district of Udupi. The inhabitants of Manipal, a cosmopolitan town mostly occupied by
university students from all over India and other countries help in keeping the study defined since
the population is small. A carefully chosen sample size of a small population can help reflect the
characteristics of the inhabitants from which it is drawn. The sampling method chosen is
convenience sampling which is another limitation of this study. More studies in different regions
of the country can be conducted to validate the findings of this research
7. CONCLUSION AND IMPLICATIONS
This research aimed to determine the influence of digitalization on consumer purchase intention in
the food retail industry. From the study, it is found that digitalization, quality determinants,
motivation, attitude, and digitalization adoption play a vital part in influencing consumer purchase
intention in the food retail industry. Results also showed a greater preference towards apps like
Swiggy and Zomato over websites to order food, among students. Also, apps are mainly used
because of the discounts they offer and are a huge attraction point for consumers. 79.5% of the
students have an inclination towards ordering from these apps because of the discounts and offers
provided. From the student’s perspective, 64.5% prefer all modes of payment to be available on
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the platform of their choice. Motivation for purchasing food online was the highest for cost-
effectiveness rather than convenience, availability of information, or satisfaction derived from the
process. The study revealed that 61% of students order from platforms that have cuisines they are
comfortable with. The study also focused its analysis on the 5 factors that have caused a
modification in consumer purchase behavior. With respect to the area in which the data sets were
collected (Manipal) the impact of digitalization on consumer purchase intention is prominent.
There is a clear inclination among students towards ordering food via mobile phones instead of
laptops or other gadgets. Students prefer ordering from apps mainly because of the attractive
discounts they offer. Students judge an app based on their own personal experiences over the ones
of their friends and family. Cuisine and packaging do play a significant role in consumers choosing
a digital platform to make their online delivery purchases. All modes of payment should also be
available to make the platform more appealing to the consumer. More studies to validate the use
of these factors can be done through marketing campaigns. Furthermore, this study can help
researchers focus on digitalization in other spheres of business hospitality, tourism, etc. Also, this
research will enable us to provide a basic understanding of consumer purchase intention in the
food retail industry.
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***********
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MANEGMA – 2023 A Hybrid 1day National Conference on

“Recent Trends in Management, Social Science & Technology”
’Management of Language in Education'
Author 1: Prem Moras
Research Scholar, Reg. No. 21SUPHDF37, Srinivas College, Institute of Social Science and
Humanities, Pandeshwar Mangaluru.
Email: premmjmoras@gmail.com, http://orcid.org/0000-0002-2853-6873
Author 2: Dr. Aravind Chandrakant Shanbhag
Research Guide, Srinivas College, Institute of Social Science and Humanities, Pandeshwar
Mangaluru.
Email: gsb7baleri@gmail.com, http://orcid.org/0000-0001-9922-700X
Mobile Number of Corresponding Author: +919845761918
Abstract
How to manage languages in education system? Today, English and Hindi languages are
recognized as official languages of the country. The present generation prefers to learn
technical subjects in English language. It is proven that those who studied in English medium
will have added advantage in this competitive world. At the same time, pursuing literature,
folklore of each Indian language is also important. India is a diverse country with many
languages, cultures, religious beliefs. In Dakshina Kannada, Tulu language is local language,
with this Konkani and Beary language is spoken by large population. It is important to preserve
the folklore culture, literature and throughout to the next generation. Here the education system
can contribute by encouraging local languages in the curriculum.
Key words: manage, language, education, culture, belief, literature, folklore.
Language education influences students cultural and personal identity. In a multicultural

society, it is important to safeguard local languages from dominant languages and foreign
languages.
As per NEP 2020, Local Languages as an Interdisciplinary Subject:
Mother tongue or the regional language should generally be the medium of instruction. (Chand,
Tara:53). National Education Policy 2020 has given importance to local languages. As per the
guidance, if a child is educated in his/her mother tongue the student can grasp knowledge easily.
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This will help the parents to guide their children in their subjects. Now, the question arises,
whether these students can compete with other students from English medium. In this era this
is difficult. Those students studied in English medium will certainly have added advantage in
this competitive world.
Cultural awareness:
When we live in a multilinguistic society it is important to respect each other’s cultural identity.
Language education helps students to study different cultures and study various languages. At
the same time this will give encouragement to foreign languages and destroy the ancient culture
followed over the years by folklore practices.
French is a favourite language among students of Mangaluru along with English and Hindi.
Present generation has lost the art of folklore songs and dance in their own society.
Bilingual Identity:
By learning more languages, it will bridge multiple ethnic people. At the same time dominant
language will overtake small ethnical society. In today’s education system, English, Hindi and
a state language is compulsorily taught to the students. Here, the state language and its cultural
beliefs will overlarge the minority linguistic society.
Communication skills:
Studying a particular language deeply nurture a student to develop scholarly attribute. Students
should have deep knowledge, vocabulary structure in the language they study. At the same
time, it is important to guide the students the language they need to study. Neglecting your own
mother tongue and learning unknown languages like French and German is building a structure
without proper foundation. It is important to give deep knowledge of their mother tongue.
Cultural Adaptation:
Language education will help the students to experience different cultures. As per Mahatma
Gandhiji ‘any culture which try to be unique will die’. So, mingling in each other’s culture is
important but any society should not dump its belief on minority society.
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Preservation of Heritage:
In multicultural settings language plays vital role in preserving heritage, believe systems of a
society. Minority languages need special care to safeguard their rich heritage.
Identity Negotiation:
Dakshina Kannada and Udupi districts have a diversified culture due to sea port. People from
Goa and Kerala migrated to this place in large numbers. It is important to keep your identity in
multilingual society.
Conclusion:
Language education should be flexible to accommodate minority languages in the curriculum.

Language education gives cultural identity to the students in multicultural society. One student
can learn many languages and gain knowledge of different culture. A student can adopt
different culture and adjust in multilingual society. In early age students should learn local
culture, aspects related to their mother tongue. It is difficult to maintain balance between
dominant language tradition and culture against minority language tradition and culture. The
society should not allow dominant language to force their culture and belief to destroy minority
beliefs.
References:
Chand, Tara., (2004), Development of education system in India, New Delhi, Anmon
publications.
National Policy of Education, 2020, Government of India, Ministry of Human Resource

Development publications.
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[Document title]
Assessing Stress Level and General Well- being Among Health Care Workers in Bangalore
Ms Navya M Patel 1, Dr Suphala Kotian2

1
Research Scholar, College of Social Science and Humanities, Srinivas University, Karnataka.
2
Research Professor, College of Social Science and Humanities, Srinivas University , Karnataka.
Orcid ID : 0008-1982-3599
Orcid ID: 0000-0002-5747-4982
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Abstract
The study examined the relationship between two variables, stress and general wellbeing. Stress has been
described as it is the process that occurs in response to the situations or events called stressors that disrupt
or threaten to disrupt our physical or psychological functioning. General wellbeing is defined as it is a
positive outcome that coming through good mental and physical health.
The aim of the present study was to assess the relationship between stress level and general wellbeing
among healthcare workers. The data was collected from 50 health care workers in Bangalore working in
private organization providing services in community, hospitals, rehabilitation centers, primary care health
care centers between the age group of 24 to 45 years. Cross-sectional research design was used in the present
study. The hypothesis stated that there is a significant relationship between stress and general Wellbeing
among health care workers. The tools used for the study was Singh’s Personal stress source inventory by
Arun Kumar Singh and Ashish Kumar, Arpana Singh (2004) and PGI General wellbeing Measure scale by
Dr. Santhosh K. Verma and Amitha Verma. The questionnaires were distributed using google forms using
simple random sampling. Demographic details like age, gender, years of work experience and socio-
economic status was collected. The results show that when the stress level of the respondents increase the
general wellbeing decreased.
Keywords: Stress, General Wellbeing, Health Care Workers.
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Introduction
The effect of psychological stress on health and illness has received a large amount of scientific
and media coverage over the last three decades and beyond. There is accumulated evidence to suggest that
stress affects health directly, not only by impacting autonomic and neuroendocrine responses, but also
indirectly, by changing habitual and non-habitual health behaviours. Over the years, researchers have
successfully explored its links with many of the leading causes of death in the world.
The concept of stress has a long and productive history in health research. Definitions of stress
abound, but for the most part, each has been associated with poorer psychological and physical health.
First, stress can be defined as ‘external events or conditions that affect the organism’ (Breznitz &
Goldberger, Citation 1993). Physiological stressors such as heat, cold, exertion or injury fall under this
definition, and in fact seminal work by Cannon (Citation 1939) and Selye (Citation 1936) used such
stressors to study the general adaptation syndrome. Health psychologists now more often turn to the effects
of psychological rather than physiological stressors, including major stressors such as a disease diagnosis
and the associated demands related to disease progression, treatment and so on (Downing et al., Citation
2012; Gustavsson-Lilius, Julkunen, Keskivaara, Lipsanen, & Hietanen, Citation 2012; Rinaldis,
Pakenham, & Lynch, Citation 2012).
General Well Being can be understood as an overall, holistic interaction between the various
aspects of the self- Psychological, physical, cognitive, spiritual, emotional, behavioural etc.
Psychological-emotional well-being can be understood as better regulation of emotions, fewer coping
mechanisms and striving to reach maximum potential. Emotional wellbeing is linked to Psychological
Well-being as both require regulation of emotions. Ryff (1989) suggested that Psychological Well-Being
is composed of 6 different aspects. Higher scores in each component implies a well- integrated
psychological well-being while lower scores are understood as more imbalanced. (1) Self-Acceptance-
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acceptance of multiple aspects of the self (2) Purpose in life- holds the existential understanding that there
is meaning to life. According to Antonovsky (1994) the ability to make meaning is a sign of a healthy
individual. (3) Personal Growth- continued development effectively (4) Positive relations with others-
easiness in vulnerability in relations with others (5) Autonomy- behaviour is regulated from within. (6)
Environmental Mastery- using competence to adapt the external environment to suit one’s own
needs.Methods to boost psychological well-being is to undergo different forms of cognitive therapy which
is identifying cognitive negative distortions and seeking to replace them.Mahato, A. K., & Halder, S.
(2009)
Physical well-being refers to the presence of fewer illnesses and a coordination- agility in
performing tasks. Keyes (1998) defined Social Well- Being as the evaluation of an individual in relation
to his society. Feeling like a person is not a part of society often creates a sense of Isolation which
Durkheim defined as Alienation and may lead to a lack of purpose, motivation etc. Cognitive wellbeing
is understood as evaluation of an individual’s life in specific spheres (relationship satisfaction) as well as
overall. Spiritual wellbeing, often linked to purpose and meaning in life, is a personal definition, subjective
to each individual as it may comprise of traditions, cultures for one or beliefs, connection to community
for another. Spiritual well-being is mainly structured by a personalization of morals and ethics. Research
on spiritual well-being has understood it as comprising two components- vertical (a relationship with God)
and horizontal (life purpose). The components offer an existential perspective, - a sense of detaching from
one’s surroundings to look at the whole picture.
Campbell (1986) suggested three types of needs- being, having, relating. The need for being is
the most loosely defined concept of three, understood as levels of satisfaction in one’s life. The need for
having is our general wants and needs, material or emotional. The need for relating is our dynamics of
social relationships. A need for transcendence was understood by later researchers as commitment to a
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purposeful life. An individual is considered to have a good, stable General Well-Being if his overall
aspects are well integrated leading to maximum productivity. Efforts to boost one aspect of well-being so
it spills to the others to show exponential growth may be encouraged. Sharma, M. et al.(2014) compared
the differences between General Well-Being of women versus men in his sample size and found that
women reported significantly lesser well-being and quality of life due to lack of time for the self. Well-
being as a tool must be assessed by taking great care to include gender differences. While the research
shows disappointing results in terms of gender disparities, it does show that yoga and meditation are
beneficial to boosting general well-being.
Literature Review
Katie Ann Elliott, David Daley (April 20012) published a study titled Stress, coping, and
psychological well-being among forensic health care professionals. This study investigated stress, coping,
and psychological well-being among FHCP employed within inpatient settings. One hundred and thirty-
five FHCP were recruited from four Medium Secure Units in the United Kingdom. A postal research pack
was used to collect background information and measures of psychological well-being, burnout,
occupational stress, work satisfaction, and coping. The study found that a substantial proportion of FHCP
experienced elevated levels of occupational stress and psychological distress and reduced level of
psychological well-being.
Harris, L. M., Cumming, S. R., & Campbell, A. J. (2006) published a study titled Stress and
Psychological Well-being among Allied Health Professionals an online survey was done on 139 health
professionals. Health professionals were asked about the degree and type of workplace stress they
encountered, as well as general perceived stress, psychological distress, and life satisfaction. The sample
comprised social workers, psychologists, occupational therapists, physiotherapists, speech pathologists,
and a small number of other allied health professionals. The single significant predictor of psychological
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distress and life satisfaction was perceived stress. In the context of an increasingly generic health care
workforce, the present findings indicate that workplace stressors are also generic and that generic,
interdisciplinary stress management approaches may therefore be recommended.
Halder, S., & Mahato, A. K. (2013) published a study titled Stress and psychological well being
status among health care professionals. The present study aims to explore and assess psychological well
being and stress levels among health care professionals. 50 specialty hospitals in Kolkata were assessed
on the General Health Questionnaire (GHQ 12) and the Professional Life Stress scale, and Medico
Psychological Questionnaire. Majority of the subjects had evidence of psychological distress. Stress level
was present in varying degree among all professionals, while nurses and technicians had stress level at
severe level.
Wilkins, K. (2007) published a study titled Work stress among health care providers. The study
was conducted on Canadian Community Health Survey (CCHS), nearly one in three employed Canadians,
about 5.1 million, reported that most days at work were “quite” or “extremely” stressful. The analysis
compares levels of work stress—a factor that has been linked to poor physical and mental health and to
occupational injury—among various types of health care providers. Associations between stress and
selected job-related, socio-demographic and personal characteristics are also described.
Tyler, P., & Cushway, D. (1998) published a study titled Stress and well¬being in health¬care staff:
the role of negative affectivity, and perceptions of job demand and discretion. A questionnaire survey was
administered to volunteer staff from the Surgical and Mental Health Directorates of an English hospital
district. The aim was to investigate the relationships between job stressors, coping strategies, job
satisfaction and well-being, in light of Karasek's demand–discretion model. The results indicated that there
was no interaction between job demand and discretion for either job satisfaction or psychological distress,
so Karasek's model was not supported. Both job dissatisfaction and psychological distress were found to be
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influenced by lack of resources, while perception of demand was strongly influenced by workload.
Recommendations centred on improving structural conditions, especially for surgical staff, and on reducing
levels of anxiety and hostility by promoting stress management.
Methodology
Aim of the Study:
To assess the relationship between stress and general wellbeing among healthcare workers.
Objective of the Study:
To study the relationship between the level of stress and general wellbeing among health care
workers.
Research Question:
Is there any relationship between stress and general wellbeing among healthcare workers?
Hypothesis:
H1 There will be a significant relationship between Levels of stress and general well-being
among health care workers.
Variables:
• Independent: Level of stress and general well being
• Dependent: Health care workers
• Demographic Variables: Gender, Age, Qualification.
Universe of the study:
The Universe sample size consists of urban health care workers within the age group of 22-45
years.
Geographical Area:
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For this study, urban health care workers were selected from the age group of 22-45 from the
city of Bangalore, India
Sample Distribution:
The study is conducted on health care workers between the age group of 22-45 years from urban
Bangalore.
Inclusion Criteria:
• Individuals between the age group of 22 to 45 years.
• Individuals must be Indian Citizens from Karnataka.
• Individuals who can read and comprehend English Language and access to google forms
• Health workers who are currently at service.
Exclusion Criteria:
• Male gender.
• Healthcare workers who are not currently working in a specific organization.
Tool 1: Singh's Personal Stress Source Inventory
• Singh Personal Stress Source Inventory (SPSSI) constructed by Arun Kumar Singh, Ashish
Kumar Singh and Arpana Singh was used to assess the level of stress. The inventory had 35 items with
three options seldom, sometimes and frequently with the score of 1,2and 3 respectively. The scoring was
as follows: 0-30 mild stress, 31-79 moderate level of stress and 80 or higher high level of stress.
Tool 2: PGI General Wellbeing Measure Scale (PGI GWBM)
• The PGI General Wellbeing Measure Scale developed by Dr. Santosh K. Verma and Ms.
Amita Verma consists of 20 items. It was used to assess the level of wellbeing an individual whom they
working in health care sector. For the scoring we can give one mark for each tick mark item. The scoring
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interpretation was as follows: 0-3 poor wellbeing, 4-7 below average, 8-12 average wellbeing, 13-16 good
wellbeing and 17- 20 very good wellbeing.
Sample and Technique:
The participants for the study were selected using simple random sampling technique. Informed
consent of the participants was obtained through online consent form which was followed by that the
collection of sociodemographic details of the participants. The participants were given two set of
questionnaires namely, Sings Personal Stress Source Inventory and PGI general wellbeing scale with
which the data was collected through google forms. There was no time limit given to the participants for
filling up the google form, they were allowed to complete the questionnaires at their own pace. The
responses of each participant were scored using Microsoft Excel and the statistical analysis were carried
out using SPSS.
Research Design:
In the present study cross sectional research design was used. Pearson correlation was used to
identify the relationship between the two variables
Research Ethics Followed:
All the obtained data is relevant and research ethics prescribed by American Psychological
Association (APA) was followed. The consent of the participant was taken prior to the filling of
questionnaire. All the participants showed voluntary interest in data collection process. The participants
were debriefed regarding the essentials of the research study. Anonymity and confidentiality were
maintained. Respect for privacy of the participant was maintained. It was assured that the current study
would be of no harm to the participants. No physical or psychological harm was imposed or intended
directly or indirectly on the participants.

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Results
Descriptive Analysis
Descriptive statistics is a term given to the analysis of data which helps to summarize a
collection of information quantitatively. It typically shows about the sample collected in a simple form.
Descriptive Statistics General Stress

Wellbeing
Mean 11.74 45.7
Standard Deviation 6.255 12.930
Table 1: Mean and Standard Deviation of variables General wellbeing and Stress
The above table shows the mean and standard deviation for the variables general wellbeing and
stress were examined in the study. A total of 50 health care workers were selected fort the study. The
mean score for General wellbeing was found to be 22.73 with the standard deviation of 6.255. Mean
score for Stress was found to be 45.7 with the standard deviation of 12.930.
Correlation Analysis
Correlation analysis was used to find out the relationship between the two variables. The
correlation Coefficient is valued in the field of health care as the measure of relationship between two
variables that is General Wellbeing and Stress.
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General
Variables Wellbeing Stress
General
Wellbeing 1
Stress -0.2182 1
Table 2: Showing the correlation on the study variables General Wellbeing and Stress
Discussion
The research was done on a sample of 50 healthcare workers between the age range of 22-45
years living in the state of Karnataka in the city Bangalore. The aim of the study was to assess the
relationship between stress and general wellbeing among healthcare workers. The hypotheses of the
study was that there is a significant relationship between stress and general wellbeing among healthcare
workers, The responses from the participants were collected through online Google forms.
Table one showing the mean and standard deviation of variables General wellbeing and Stress.
The mean score for General wellbeing was found to be 22.73 with the standard deviation of 6.255. Mean
score for Stress was found to be 45.7 with the standard deviation of 12.930.
Table two showing the correlation on the study variables General Wellbeing and Stress. The
correlation (according to Pearson’s product moment method) between two variables that is General
Wellbeing and stress of the group is -0.21821 which indicate that there was a negative low correlation
between general wellbeing and stress. Which means that as the stress level of the health care providers
increase the general well-being reduces hence the result of the study approves to the hypothesis which
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states that there is a significant relationship between stress and general wellbeing among health care
workers. The study supports that there is a negative relationship between the variables however the
negative correlation was low where we could see very slight difference in the statistical analysis hence we
can say that the significance is at the 0.05 level.
Conclusion
Since the major purpose of this study was to examine the relationship between stress and general
wellbeing among healthcare workers. Depending on the finding of the study, the following concluding
notes were made, the study approved to the hypothesis which states that there is a significant relationship
between stress and general wellbeing among healthcare workers. How ever the results indicated a
negative low correlation which was significant at the 0.05 level.
Limitations of the study
Although the study presented significant results, there are certain limitations involved with
respect to the methodology of the study.
• Firstly, the sample size of the study was relatively small and are therefore not adequate
for the generalization of findings.
• The sampling method adopted was random sampling method and is therefore highly
prone to bias.
• Correlation does not equal causation. Instead of being just limited to correlation, the
study could have also been an explanatory research establishing a causal link.
• There is also a limitation of inability to generalize the results due to geographical
barriers.
• In person data collection would help in more authentic data collection than online
method.
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• Only female participants were considered for the study.
Implication:
The findings of the present study can play a pivotal role in understanding and educating the
population about the importance of stress and its impact on the general wellbeing. The concept of
general well-being can be addressed on a larger scale and interventions can be made to improve the
general wellbeing.
Psychoeducation on the impact of level of stress and how to deal with it can be addressed.
Above all the study shows scope in finding ways to deal with the present as well as the future
emotional/psychological crisis that is possible to happen as an outcome of levels of stress that the health
care workers face in their services.
Future Directions:
• The study could be conducted on a larger population to see the variation in results.
• Research can be conducted on other factors associated with level of stress.
• Research gap existing in the field of stress and general well-being can be addressed with
correlational or causative studies on the variable.
• Study can be recreated on different age groups.
• Multicentric studies can be done to better understand the concept of “Nomophobia”..
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References
. Halder, S., & Mahato, A. K. (2013) Stress and psychological well being status among health
care professionals. International Journal of Occupational Safety and Health, 3(1), 32-35.
Breznitz , S and Goldberger , L . 1993 . “ Stress research at a crossroads ” . In Handbook of

stress: Theoretical and clinical aspects, , 2nd , Edited by: Goldberger , L and Breznitz , S
. 3 – 5 . New York : Free Press . [Google Scholar]
Cannon , WB . 1939 . The wisdom of the body , New York : Norton . [Crossref], [Google
Scholar]
Cognitive Well-Being – an overview | ScienceDirect Topics
Downing , N . 2012 . Smith, M.M., Beglinger, L.J., Mills, J., Duff, K., Rowe, K.C., … PREDICT-HD
Investigators of the Huntington Study Group. , Perceived stress in prodromal Huntington disease.
Psychology and Health, 27, 196–209 [Google Scholar]
Elliott, K. A., & Daley, D. (2013). Stress, coping, and psychological well‐being among forensic
health care professionals. Legal and Criminological Psychology, 18(2), 187-204.
Ellison, C. W. (1983). Spiritual well-being: Conceptualization and measurement. Journal of
psychology and theology, 11(4), 330-338.
Harris, L. M., Cumming, S. R., & Campbell, A. J. (2006). Stress and psychological well-being
among allied health professionals. Journal of allied health, 35(4), 198-207.
Keyes, C. L. M. (1998). Social well-being. Social psychology quarterly, 121-140
Moudgil, A. C., Verma, S. K., Kaur, K., & Pal, M. (1986). PGI Well-Being Scale (Hindi
version). Indian Journal of Clinical Psychology.
Paloutzian, R. F., & Ellison, C. W. Developing a measure of spiritual well-being. In R. F.
Paloutzian (Chair), Spiritual wellbeing, loneliness, and perceived quality of life.
Symposium presented at the annual meeting of the American Psychological Association,
New York, 1979.
Prativadi, R. (2012). Emotional intelligence and general well-being among middle aged people.
International Journal of Research in Social Sciences, 2(4), 454.
Segerstrom, S. C., & O’Connor, D. B. (2012). Stress, health and illness: Four challenges for the
future. Psychology & health, 27(2), 128-140.
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Spiritual Wellbeing | Teach in the Territory
Tyler, P., & Cushway, D. (1998). Stress and wellbeing in healthcare staff: The role of negative
affectivity, and perceptions of job demand and discretion. Stress Medicine, 14(2), 99-107.
Wilkins, K. (2007). Work stress among health care providers. Health reports, 18(4), 82-003.
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[Document title]
One Day Hybrid National Conference
On
Recent Trends in Management, Social Science &

Technology
MANEGMA - 2023
Organizes
INSTITUTE OF MANAGEMENT & COMMERCE

Shrinivas University, Mangalore, Pandeshwar
A Research Paper Entitled:
A Conceptual Study towards Trends in Green

Marketing: A SWOC Analysis
Conference Paper Presented By:
UMESH KUBUSAD
Research Scholar,
Shrinivas University, Mangalore
Presented at
INSTITUTE OF MANAGEMENT & COMMERCE

Shrinivas University, Mangalore, Pandeshwar
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A Conceptual Study towards Trends in Green

Marketing: A SWOC Analysis
-UMESH KUBUSAD
Research Scholar,
Shrinivas University, Mangalore
__________________________________________________________________________________
_______
1. Introduction:
Environmentally friendly products are products with a focus on the market that cause the
least amount of environmental damage, and their creation is associated with a product
development process that is structured in a way that takes environmental effects into
account throughout the product's life cycle. Eco- friendly products and materials are those
that do not affect the environment. These goods support resource-conserving lifestyles or
environmentally friendly production processes. In other words, eco- friendly items benefit
the environment rather than destroy it. Utilizing green products can significantly reduce
pollution, which can help gently undo the impact of the environment's deterioration over
time. It can encourage the reuse and recycling of waste items while considerably reducing
waste output. By avoiding the use of hazardous materials, eco-friendly goods and green
structures help protect the environment. The goal of its creation and building is also to
reduce pollution. They stay away from using fossil fuels.
Green marketing seek to go above and beyond traditional marketing by promoting
environmental core values in the hope that, consumers will associate there values with their
company or brand. Promoting their products as environmental friendly products has a good
impact over the consumers as they are more concerned about the environment and are
willing to pay extra money for those products. Recently we can see evolution of new
segment of customers in the market who are more environmentally concerned and
considering it as their responsibility to contribute towards the environment.
2. Research Methodology:
The present research design employed descriptive in nature for this purpose data and
relevant information has been collected from secondary sources, like peer reviewed
journals printed media, journals, research articles and various websites the data were
collected and analysed accordingly.
2.1 Objectives of the study:
(a) To study the trends of Green Marketing in the present marketing scenario; and
(b) To study and explore the knowledge about trends and SWOC’s of Green Marketing
practices.
2.2 Review of Literature:
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 Ms. Sima Kumari, Mr. Sameer Yadav (May 2012): this study focussed on knowing
the awareness of people towards green marketing that they are aware of and they
really believe in this concept, it also explores and examines futures of green
marketing and its growing in both perspectives like demand and its practices.
 Ms. R. Surya, Dr. Mrs. P. Vijaya Banu (2014): research, introduction to green
marketing their benefits. This study also shows the phases of green marketing how it
evolves. Some challenges and opportunities were also studied along with case
studies.
 Neeti Kasliwal, Irum Khan (2016): This study brought to light the trends of the green
marketing along with the examples of some companies. It is strongly recommended
on the adoption of green marketing and awareness of the products to the
consumers as well as to the marketers. With the threat of global warming looming
large, it is extremely important that green marketing becomes the norm rather than
an exception.
 Kavita Gujral (2017): "Study on perception of consumers towards Green FMCG". For
Green FMCG products there is a green marketing mix which should be followed. The
study on green FMCG products shows a very good opportunity for the marketers to
grow them as the majority of the people are concerned about the environment and
prefer the green products for consumption. On the other hand price is the factor
that deferred the purchasing of green products. Some challenges are still there for
the green consumption in FMCG products.
 Ms. Vandana Sharma, Ms. Vaishavi Pai ( October 2015): this work attempts to
examine the concept of green marketing, the various opportunities and the
challenges that arise while using it as a strategy.
 Gupta, a. (2017): Purpose and challenges in the way of green marketing in India - a
conceptual study. The research focuses on the purpose of the green marketing and
the challenges faced by the companies and marketers while marketing their green
products. This shows that still there is a need to raise the awareness level of the
green products among the consumers and achieve the sustainable goals set by the
companies to protect the environment.
 Sharma S. G. (2017): it's an Emerging Approach to Sustainable Development, The
study highlights the emerging trends towards: the green marketing to achieve the
sustainable. development. The increase in ecological damage has had a profound
effect on consumer behaviour, due to which the green product market is expanding
at a remarkable rate. The need of the hour is to promote and propagate new
decisions and innovations which can lead to green marketing environment and also
create a new marketing condition for the potential buyers.
 Ms. M. Padmaja Vani (2021): This research study explores consumer's perception
and preferences towards green marketing practices and products. It examines
implications a Strong association between marketing strategies product factors,
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consumer green values and consumer perception. It indicates that the awareness of
consumers on green marketing has a significant impact on consumers' buying
behaviour.
 Mr. Soumendra Bhattacharjee, Mr. Subhadeep Mukherjee ( 2021): This study
focussed on Indian organizations under transitions today's trending, bringing a lot of
changes in developing marketing concepts towards the environmentally protections.
Changing attitudes of the marketers and the consumers lends them to step forward
towards safe and pollution free society by considering the importance of green
marketing in an organizations.
 Nirmala K. , Dr. Shyamala K. (January 2023): This study is focused towards current
trends in green marketing in India , why businesses are implementing it and also
predictions of business opportunities in the green marketing bin future. It comes to
the conclusion that green marketing will continue to gain popularity among
consumers and businesses alike, additionally some of the issues with green
marketing are highly appreciated.
 Sonia Pal (April 2023): this present study has been conducted to understand the
potential and difficulties of green marketing, current trends in green marketing in
India.
 Dr. L. Venkateahan (July 2023): This study explores the tactics regarding the
consumer and industry understanding towards how to minimise adverse
environmental effects. Popularity of the green marketing trends in both perspectives
i.e. consumer and industrial marketers are gradually but firmly acknowledging it, and
the usage of such environmentally beneficial and resources conserving products is
becoming more widely known in India.
 N. Komal, Prof. B. Raja Ratnam (August 2023): this work mainly focused at the
several key Green Marketing tactics used by organisations. It was found that
environmentally friendly advertising presents both potential and challenges. The
implementation of green marketing methods has a lot of potential to boost the
country's economic development has been found.
3. Concept of Green Marketing:
Green marketing can appeal to a wide variety of these issues: an item can save water,
reduce greenhouse gas emissions, cut toxic pollution, clean indoor air, and/or be easily
recyclable. When put side by side with the competition, the more environmental marketing
claims your product or service can make, the more likely it is the consumer will select it,
provided the price point isn't too much higher than the alternative.
3.1 Definition towards Green Marketing:
"Marketing products and services based on environmental factors or awareness.
Companies involved in green marketing make decisions relating to the entire process of
the company's products, such as methods of processing, packaging and distribution"
3.2 Evolution of Green Marketing:
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(a) The term Green Marketing came into prominence in the late 1980s and early 1990s.
(b) The green marketing has evolved over this period of time. The evolution of green
marketing had three phases.
3.3 Development Phases of Green Marketing:
 In First Phase, Was termed as "Ecological" green marketing, and during this period
all marketing activities were concerned to help environment problems and provide
remedies for environmental problems.
 In Second Phase, was "Environmental" green marketing and the focus shifted on
clean technology that involved designing innovative new products, which take care
of pollution and waste issues.
 In Third Phase, was "Sustainable green marketing. It came into prominence in the
late 1990s and early 2000. This was the result of the term sustainable development
which is defined as "meeting the needs of the present without compromising the
ability of future generations to meet their own needs.”
3.4 Green Consumer:
The green consumer is generally defined as one who adopts environmentally friendly
behaviours and or who purchases green products over the standard alternatives, Green
consumers are more internally controlled as they believe that an individual consumer can be
effective in environmental protection.
3.5 Characteristics of Green Products:
(a) A product that is grown organically;
(b) Goods that are biodegradable, recyclable, and reusable;
(c) Natural ingredients are used to make the product;
(d) The product cannot contain non-toxic chemicals and must contain recycled material;
(e) Items that are not bad for the environment;
(f) A product that must not have undergone animal testing;
(g) Eco-friendly packaging for products is required. The golden rule of green marketing is
to: Know your customer, educate them, be sincere and open, and reassure them.
3.6 Golden Rule of Green Marketing:
(a) Know your customer;
(b) Educate your customer;
(c) Be sincere and truthful;
(d) Assure the buyer;
(e) Considering your Pricing;
(f) Give them a chance to engage; and
(g) Recognize that consumer expectations are rising
4. Study Discussions and Analysis:
4.1 Present Trends of green marketing in Indian perspectives:
As of my last knowledge update in September 2021, green marketing in India was already
gaining momentum due to increasing environmental awareness and concerns However,
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please note that the trends might have evolved since then Here are some trends that were
prevalent at that time:
 Sustainable Products and Packaging: Consumers were showing a growing
preference for products that were eco-friendly and had minimal Impact on the
environment. Companies were adopting sustainable sourcing practices using
recycled materials, and reducing packaging waste to meet these demands.
 Renewable Energy and Energy Efficiency: With the Indian government's focus on
renewable energy sources and sustainability, businesses were increasingly adopting
renewable energy solutions like solar power. Energy-efficient products were also
gaining popularity among environmentally conscious consumers.
 Certifications and Labels: Green certifications like "Organle, Fair Trade," and "Energy
Star" were becoming important for consumers to identify products and services that
met specific environmental standards. Companies were leveraging these
certifications to build trust and credibility with their target audience.
 Digital and Social Media Campaigns: Social media platforms and digital marketing
were being utilized to spread awareness about green initiatives, sustainable
practices, and eco-friendly products. Companies were leveraging storytelling and
interactive campaigns to engage consumers and raise awareness.
 Circular Economy: The concept of a circular economy, where products are designed
for longevity, repairability, and recyclability, was gaining traction Businesses were
exploring ways to extend the lifecycle of their products and reduce the generation of
waste.
 Collaborations and Partnerships: Companies were collaborating with environmental
organizations, NGOs, and government bodies to tackle environmental challenges
collectively. Such partnerships not only helped in addressing pressing issues but also
enhanced brand reputation.
 Consumer Education: Educating consumers about sustainable practices and the
environmental impact of their choices was becoming a priority. Brands were
providing information about proper product disposal, the benefits of sustainable
choices, and the overall impact on the environment.
 Local and Ethical Sourcing: Consumers were showing interest in products that were
locally sourced and produced ethically. This trend supported local economies,
reduced carbon footprints associated with transportation, and ensured fair labor
practices.
 Waste Reduction Initiatives: Brands were focusing on minimizing waste generation
and encouraging recycling. Some companies were implementing take-back programs
where they would responsibly dispose of their products at the end of their lifecycle.
 Green Innovation: Businesses were investing in research and development to create
innovative, sustainable solutions. This could range from developing new materials to
finding alternative manufacturing processes that are more environmentally friendly.
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Please note that these trends were based on information available up until September 2021.
To get the most up-to-date information on the current trends of green marketing in India, I
recommend looking at recent reports, industry publications, and news sources related to
sustainability and marketing.
4.2 Strengths of Green Marketing:
 Green Marketing builds brand equity and wins brand loyalty among customers;
 Marketers can charge a premium on products that are seen as more eco-
responsible;
 Marketers get access to new markets and gain an advantage over competitors that
are not focusing on greenness;
 Organizations that adopt green marketing are perceived to be more socially
responsible;
 It promotes corporate social responsibility. It saves money in the long run, although
initial cost is more.E.g. research and development capabilities for clean processes
and green products and human resources committed to environmental protection.
4.3 Weakness of Green Marketing:
 Over emphasizing greenness rather than customer needs can prove devastating for a
product;
 Many customers keep away from products labeled "Green" because they see such
labeling as a marketing gimmick;
 Most customers choose to satisfy their personal needs before caring for the
environment;
 It will take a lot of time and effort to reach green movement among consumers, E.g.
products cannot be recycled, and hazardous wastes of a company.
4.4 Opportunities in Green Marketing:
 Growing Consumer Awareness: The increasing awareness and concern about
environmental issues among Indian consumers provide an excellent opportunity for
businesses to promote and market eco-friendly products and services.
 Demand for Sustainable Products: There is a rising demand for products that are
produced using sustainable materials, have a lower carbon footprint, and promote
responsible consumption. Businesses can tap into this demand by offering a range of
green products.
 Innovative Technologies: Innovations in technology provide opportunities to
develop and market new environmentally friendly products and services. For
example, advancements in renewable energy, smart technology, and sustainable
packaging solutions can lead to unique offerings.
 Government Initiatives: The Indian government has been promoting sustainability
and renewable energy through policies and incentives. Businesses can take
advantage of these initiatives to align their marketing strategies with government
goals.
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 Certifications and Labels: Obtaining certifications like "Organic," "Fair Trade," and
"Energy Star" can enhance a business's credibility and provide a competitive
advantage. Consumers often look for these labels as indicators of genuine
environmental commitment.
 Educational Campaigns: There's an opportunity to educate consumers about the
environmental impact of their choices and the benefits of green products.
Educational campaigns can help raise awareness and create a more informed
consumer base.
 Partnerships and Collaborations: Collaborating with environmental organizations,
NGOs, and government bodies can help businesses gain access to expertise,
resources, and a wider network. These partnerships can also enhance a company's
reputation.
 Circular Economy Models: Adopting a circular economy approach, where products
are designed for durability, repairability, and recyclability, presents opportunities to
create innovative products and services that align with sustainability goals.
 Behavioral Change Campaigns: Businesses can engage in campaigns that encourage
sustainable behaviors and habits among consumers. For instance, promoting energy
conservation, waste reduction, and responsible disposal practices.
 Eco-Friendly Packaging: With the rising concern over plastic pollution, there's an
opportunity to develop and market eco-friendly packaging solutions that are
biodegradable, reusable, or made from recycled materials.
 Local Sourcing and Production: Emphasizing local sourcing and production can
reduce transportation-related carbon emissions and resonate with consumers who
prefer to support local economies.
 Brand Differentiation: Green marketing offers a way for businesses to differentiate
themselves from competitors by showcasing their commitment to sustainability and
environmental responsibility.
 Employee Engagement: Involving employees in green initiatives and sustainability
efforts can enhance their sense of purpose and contribute to a positive corporate
culture. This can be highlighted in marketing campaigns.
 Long-Term Cost Savings: Many sustainable practices, such as energy efficiency and
waste reduction, can lead to long-term cost savings for businesses. Highlighting
these benefits can attract environmentally conscious businesses and consumers.
4.5 Challenges of Green Marketing:
In September 2021, there were several challenges associated with green marketing in India.
Keep in mind that these challenges might have evolved since then, but here are some
common obstacles that were prevalent at that time:
 Lack of Consumer Awareness and Education: Many Indian consumers were not fully
aware of the environmental impact of their choices or the benefits of eco-friendly
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products. Educating consumers about the importance of green products and their
positive effects on the environment was a significant challenge.
 Perceived Higher Costs: Green products are often associated with higher costs due
to the use of sustainable materials, eco-friendly manufacturing processes, and
certifications. Consumers were sometimes reluctant to pay a premium for these
products, especially in price-sensitive markets.
 Greenwashing: Greenwashing refers to the deceptive marketing practices where
companies falsely claim their products are environmentally friendly without backing
up these claims with substantial evidence. This can erode consumer trust and
credibility in the green marketing space.
 Limited Regulatory Framework: While there were some regulations in place, the
regulatory framework for green marketing in India might not have been
comprehensive enough to prevent false claims and ensure transparency in the
industry.
 Infrastructure Challenges: India faced infrastructural challenges related to waste
management, recycling and proper disposal of products. This posed difficulties for
companies that wanted to adopt sustainable practices but lacked the necessary
infrastructure to do so. 6. Complex Supply Chains: Supply chains in India can be
complex and fragmented, making it challenging for companies to trace the origin of
raw materials and ensure that their products are produced in an environmentally
responsible manner.
 Cultural and Regional Variations: India is a diverse country with various cultural and
regional preferences. Green marketing strategies that work well in one region might
not be as effective in others. Adapting messaging and products to cater to these
differences was a challenge.
 Limited Product Availability: In some cases, eco-friendly products might not have
been readily available in the market. This limited consumers' choices and hindered
the growth of green consumerism.
 Scepticism and Cynicism: Some consumers were sceptical about the authenticity of
green claims due to the prevalence of greenwashing. Building trust and convincing
consumers of the real environmental benefits of products was a challenge.
 Balancing Environmental and Social Concerns: While green marketing often focuses
on environmental sustainability, it's important to balance this with other social
concerns, such as fair labor practices and social responsibility, to create a holistic
approach to sustainability.
 Competing Priorities: With economic growth and development being high priorities
in India, green initiatives might not always receive the necessary attention from
businesses and consumers.
 Infrastructure for Recycling and Waste Management: The lack of proper recycling
and waste management infrastructure in many parts of India could limit the viability
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of eco-friendly products. and the circular economy. These challenges highlight the
complex landscape of green marketing in India. To get the most. current information
on the challenges and developments in this field, I recommend researching recent
reports, studies, and industry analyses related to green marketing in India.
5. Conclusion:
Ecological matters remain presently a highest importance for the central direction,
university, the general public, and business, according to the research's findings. Every
person has a different perspective on environmental issues. Businesses have approached
environmental challenges in an assortment of ways, with the idea of "green marketing"
developing as a viable option for many of them. The use of green marketing, and in
particular the use of green marketing methods, can aid organizations in operating more
efficiently. Significant green marketing contributes to sustainable growth, environmental
friendly marketing strategies have a lot of potential to boost the economic growth of th e
nation.
References:
 Ms. Vandana Sharma, Trends and Opportunities in green marketing, IOSR Journal of Business
Management (IOSR-JBM), e-ISSN: 2278-48X, P-ISSN: 2319-68. Volume 17, Issue 10. Very. I (Oct. 2015),
PP70-75;
 Mr. Soumendra Bhattacharjee, Mr. Subhadeep Mukarjee, A descriptive Study on green marketing
trends in India;
 Mr. M. Padmaja Van I, A study on consumer perception towards green marketing with reference to
Bangaluru, Journal of Positive School Psychology 2022, Vol. 6, No. 3, 7391 - 7400;
 Ms. Simab Kumari, Mr. Sameer Yadav, Awareness of people towards green marketing and its impact
on environmental management, May 5-6, 2012, ISBN: 978-81-923211-3-4, PP 1-12;
 Nirmala K, Dr. Shymala K., India's emerging trends, opportunities and challenges for green marketing,
International journal of multidisciplinary research in Arts, science, and commerce (IJMRASC), ISSN
Online, 2583-018X, Vol. 3(1), January 2023, pp. 78 to 84;
 Dr. L. Venkateshan, Study on recent trends in online green marketing, Accepted on 03-07-2023, DOI:
10.31838/ecb/2023.12.s2.376;
 Sonia Pal, A study on recent trends in green marketing in developing economy - Special Reference to
India, April 2023/ IJIRT/ Volume 9/ issue 11/ ISSN: 2349-6002; PP 873 to 879;
 N. Komal, Prof. B. Raja Rathnan, Trends of green marketing in India, August 2023, Volume 10, Issue 8,
ISSN: 2349-5162, JETIR2308626, PP 238 to 247
 Dr. K. Ramesh, Green Marketing Trends, Challenges and Opportunities, Shanlax International Journal
of Commerce, Volume 1, No. 4 October 2013, ISSN: 2320-4168, PP 8-13
Websites:
 www.google.com;
 www.greenmarketing.net/strategic.HTML;
 www.jetir.org;
 http://journalppw.com;
 http://www.marketing-school.org/types so fun at keying/green-marketing.html;
 www.iosrjournals.org;
 www.greenmarkerting.net/strategic.html;
 http://www.sdnbvc.edu.in/ijmrasc;
 http://www.slide share.net/shrinivas1648/emerging-trends-in-green-marketing-ppt;
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The Role of Parenting Styles in Shaping Family Health Behaviors: young

adult’s Perspectives
Vincy Joseph * & Dr. Suphala S. Kotian **
Abstract
The influence of parenting styles on the development of family health behaviors is a topic of
increasing interest in contemporary research. Parenting styles, characterized as authoritative,
authoritarian, permissive, and neglectful, play a significant role in shaping the health habits
and attitudes of children and, consequently, the overall well-being of the family unit. This
study explored the role of parenting styles in shaping family health behaviors among young
adults. A qualitative approach was used, with data collected from 40 young adults from
Mangalore through in-depth interview. Participants' reflections on their upbringing, family
dynamics, young adults' current health behaviors and their perceptions of how their parents'
parenting styles influenced their health behaviors are analyzed in-depth. Thematic analysis
was used to analyse the data. The findings revealed that young adults' perceptions of their
parents' parenting styles were associated with their own health behaviors. The findings of this
study suggest that parenting styles can have a significant impact on young adults' health
behaviors. The study highlights the need for targeted interventions and educational programs
that empower parents to adopt effective, health-promoting parenting styles. Ultimately, this
research contributes to a holistic understanding of the complex dynamics within families and
their impact on the promotion of healthy behaviors among adolescents.
Keywords: family, Parenting styles, young adults, health behaviours, thematic analysis,
Author details
 *1
Research Scholar, Institute of Social Sciences and Humanities, Srinivas University,
Mangalore, Karnataka, India. Orcid Id: 0000-0001-8196-2743; E-mail Id:
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vincyjoseph.cssh@srinivasuniversity.edu
Corresponding Author Contact number: +918547191390
 *2
Research Professor, Institute of Social Sciences and Humanities, Srinivas
University, Mangalore, India. Orcid Id: 0000-0002-5747-4982; E-mail Id:
suphalakotian.cssh@srinivasuniversity.edu.in , Contact Number: +919448723111
Introduction
As a social unit, the family has a significant impact on how people develop over their
lifetimes, influencing their values, beliefs, and behaviors. Academics, medical professionals,
and policymakers have all recently begun to pay more attention to the effects of family
dynamics on health behaviors. Parenting practices stand out as a key component in
determining how someone views their own health and well-being within the complex web of
family influences [1]. With a focus on the perspectives of young adults who have reached a
critical point in their life progress, this study aims to understand the complex interaction
between parenting practices and family health habits. Given their significant effects on both
individual and society well-being, the importance of family health habits cannot be denied.
Health behaviors, which include food choices, family meals, physical activity patterns,
substance use, and adherence to medical advice, have a substantial role in the development of
a number of health disorders [2]. The early years of life are critical for the creation of healthy
behavior since these patterns, when instilled during childhood and adolescence, can last into
adulthood [3]. In this setting, parents are seen as the main promoters and have a significant
impact on the decisions that their young children make about their health.
The four primary parenting styles, authoritative, authoritarian, permissive, and neglectful are
commonly recognized. Each parenting style is distinguished by a special blend of warmth,
responsiveness, expectations, and disciplinary methods. Parents' use of these methods can
have a big impact on how children develop, particularly how they view and act with regards
to their health. The authoritative parenting approach, which is marked by warmth, support,
transparent communication, and realistic expectations, has a tendency to promote a good
environment where kids feel cherished and guided [4]. On the other hand, authoritarian
parenting places a focus on rigid regulations, high expectations, and little emotional support
[5]. Greater autonomy is permitted under permissive parenting, which is characterized by
indulgence and forbearance, but may lack structure and rules [6]. Finally, the lack of interest
in a child's life, neglect, and indifference are characteristics of a negligent parenting style [7].
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Research evidences reveal that the relationship between parenting style and behavior
regarding food shows that an authoritarian parenting style is linked to forcing children to eat
and having restrictive eating habits. Monitoring a child's food intake by parents was linked to
authoritative parenting. Monitoring of a child's nutritional intake was inversely connected to a
permissive parenting style [8]. According to Fisher and Birch (2002) [9], excessive parental
food restriction, authoritarian and permissive parenting styles, family income, and mother's
education were all strongly linked to children's health-related behaviors [10]. According to
Faith et al. (2004) [11], parenting style is also linked to greater overall child weight. A child's
food intake will decrease and their weight percentile status will decrease as a result of
parental pressure to eat, according to research by Galloway et al. (2006) [12]. A child's
nutritional intake and eating habits can be influenced by parental guidance during the
formative years [13, 14]. Negligent disciplinary methods were linked to a variety of health
problems [15].
In comparison to permissive parents, authoritative parents were more likely to keep an eye on
their children's snacking habits and less likely to reward excellent behavior with treats.
Compared to authoritarian parents, permissive parents were less likely to insist their children
clean their teeth before bed or to do so completely when they were busy or fatigued. A higher
frequency of skipping cleaning teeth before night substantially predicted a permissive
parenting style [16].
Stronger parenting styles and regular family dinners were also linked to better mental health,
less depressive symptoms, decreased risk of overeating, and specific sexual behaviors in
children [17]. According to studies conducted by Davids, E. L., and Roman, N. V. (2014)
[18], authoritative parenting practices and physical exercise are positively correlated. Parental
feeding patterns are correlated with general parenting approaches. While authoritative
parenting is associated with modelling, supervision, and beliefs of responsibility, low
modelling is permissive in nature. Authoritarian parenting is associated with restriction and
pressure to eat [19].
There is a growing understanding of how important these styles are in influencing health
behaviors in the context of the family. The opinions of young adults who have experienced
these parenting methods and are currently navigating their own health journeys, however,
have received less attention. By studying the effect of parenting styles in influencing family
health behaviors from the perspective of young people, this research aims to close the gap in
the body of existing literature.
It's important to comprehend how various parenting philosophies affect family members'
health behaviors for a number of reasons. It first provides insights into the ways in which
parenting styles affect decisions about one's health, assisting in the creation of focused
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interventions and support systems. Second, it offers a comprehensive understanding of the

potential long-term effects of different parenting philosophies on outcomes for family health.
Finally, by shining light on the ways that family surroundings can either encourage or hinder
the adoption of healthier lifestyles, our research adds to the larger conversation on family
dynamics and health habits. A qualitative approach is used in this to explore the complex
connection between parenting practices and family health habits.
Method
The primary objective is to investigate how parenting styles influence the health behaviors of
young adults within a family context. This research incorporates a qualitative research design,
to provide a comprehensive understanding of the topic.
Participants: a sample of 40 young adults aged between 18-25 years is selected through
random sampling from diverse socio-economic backgrounds and family structures from
Mangalore. Participants are informed about the study's purpose, procedures, and their rights,
and they provide written consent to participate.
Research instruments and data collection: parenting styles is identified using a screening tool
of parenting style questionnaire to categorize participants' perceived parenting styles. Socio-
demographic Information is gathered using a survey questionnaire to gather demographic
data including age, gender, education, and family structure.
Data Collection: In-depth Interviews are conducted using Semi-structured interview schedule
consisting of open-ended questions. Open-ended questionnaire is to gain deeper insights into
their experiences and perceptions regarding how their parents' parenting styles influenced
their health behaviors. It includes questions that explore participants' thoughts, feelings, and
experiences related to parenting styles and health behaviors. Thematic Analysis is used to
analyse the qualitative data using thematic coding to identify common themes and patterns in
participants' responses.
Results and discussion
Table 1: Demographic Information of Young Adults
No Demographic Frequency Percentage

Variable (n) (%)
1 Age (years)
18-19 13 32.5
19-20 7 17.5
20-21 5 12.5
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21-23 12 30
23-25 3 7.5
2 Gender
Male 16 40
female 24 60
3 Education Level
25 62.5
Degree 15 37.5
P. G
4 Type of family
Nuclear 34 85
Joint 6 15
5 Parenting styles
Authoritative 17 42.5
Authoritarian 11 27.5
Permissive 8 20
Neglectful 4 10
Table 2: Excerpts from Interviews
Participant Quotes
ID
Respondent 1 "We had family dinners every night, and my parents encouraged healthy
eating." Now I do self- cooking.
R2 "My mom was super strict about what we ate. No junk food was allowed
in the house, and she monitored every meal. It was frustrating at times,
and when I went to college, I definitely indulged in all the foods I wasn't
allowed to have. As for exercise, she didn't push us, but I did feel like I
had to compensate for the strict diet by working out excessively."
R3 "My parents were pretty laid back about food. We had access to snacks,
and they rarely cooked. I think I developed a taste for convenience foods
early on. Exercise wasn't a priority either; it was more about watching
TV or playing video games. Now that I'm older, I realize it might have
been better if they'd been more involved in teaching us about healthy
choices."
R4 "My parents were really supportive but also set clear rules. They taught
us the importance of balanced meals and would always encourage us to
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try new vegetables. Family dinners were a big thing, and it was during
those times that we discussed our day and healthy eating. As a result, I
appreciate a nutritious diet and make an effort to maintain it. They also
enrolled me in various sports activities, and I still enjoy staying active
today."
R5 My parents were always busy with work, so they didn't pay much
attention to what we ate or if we exercised. We often had takeout or
microwave meals because no one had time to cook. Exercise was never
encouraged, and I didn't have any role models for physical activity.
Looking back, it's clear that our family's health wasn't a priority."
Table 3: Parenting Styles and Health Behavior Influences
Parenting Style Influence on Diet Influence on Exercise
Authoritative Open communication, Encourages Promotes active lifestyle

balanced diet
Authoritarian Lack of communication and choices, May lead to unhealthy

Imposes strict dietary rules choices exercise ,May
discourage exercise
Permissive Confusion about dietary choices May not prioritize exercise
Allows unhealthy choices
Neglectful Lack of communication, Lack of Lack of exercise guidance

dietary guidance
Discussion
The findings from this qualitative study, based on in-depth interviews with 40 young adults,
shed light on the significant influence of parenting styles on family health behaviors. The
research explored how different parenting styles impact diet and exercise habits, as well as
the role of communication within the family dynamic. The insights gleaned from participant
narratives provide valuable perspectives on the nuanced relationships between parenting
styles and health behaviors.
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Impact of Parenting Styles on Health Behaviors:
The study revealed that parenting styles play a crucial role in shaping family health
behaviors. Participants' experiences varied significantly depending on the parenting style they
grew up with. For instance, those raised in authoritative households emphasized the positive
impact of balanced meals and active lifestyles, good communication on healthy meals and
food habits, underscoring the importance of supportive yet structured parenting. Even now
parents are concerned about healthy food and habits of these young adults.
Conversely, participants from authoritarian households often described a sense of rebellion

and indulgence in unhealthy eating habits, which they attributed to the strict dietary rules
imposed by their parents. When they were at home with parents, they obeyed parents. But
ones they are out of the house for study, they do not follow much to the healthy food habits
and life styles. Similarly, permissive parenting was associated with a preference for
convenience foods and limited emphasis on exercise. Neglectful parenting was linked to a
lack of guidance in both diet and exercise, with participants recalling minimal parental
involvement in these aspects of their lives.
Authoritative: This parenting style is characterized by setting clear rules and boundaries
while being supportive and responsive to the child's needs. Subthemes might include the
impact of authoritative parenting on healthy eating habits and exercise routines.
Authoritarian: Authoritarian parenting is marked by strict rules and control. Subthemes could
explore how authoritarian parenting may lead to specific dietary rules and restrictions and
whether it discourages or encourages exercise.
Permissive: Permissive parenting allows for greater autonomy and fewer restrictions.
Subthemes might delve into how permissive parenting influences food choices and whether it
emphasizes or neglects exercise.
Neglectful: Neglectful parenting involves a lack of involvement or guidance. Subthemes

could examine how neglectful parenting affects diet, exercise, or the lack thereof in the
family.
Communication and its Role in the family:
Communication emerged as a pivotal factor in shaping health behaviors within the family.
The impact of health and lifestyle choices depends on how parents communicate about
healthy food habits and child's health behaviors. Families characterized by open and honest
communication tended to encourage healthy eating habits and exercise. These families
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provided an environment where young adults felt comfortable discussing nutrition and
physical activity, fostering a positive outlook on these aspects of their lives.
Conversely, a lack of communication often led to unhealthy dietary choices and a lack of
motivation for exercise. Young adults in these families described making dietary decisions
without guidance or discussion, often resulting in unhealthy habits. Additionally, conflicting
messages about health behaviors within the family contributed to confusion and ambivalence
among participants, particularly regarding diet and exercise, [21].
This subtheme could focus on the role of communication within the family,
Family meals: Examine how family meal patterns and dynamics, such as the frequency of
shared meals and the types of meals served, influence diet and exercise behaviors within the
family.
Influence on Diet:
Healthy eating habits: This subtheme could explore how different parenting styles contribute
to the development of healthy eating habits, including the types of foods consumed, portion
sizes, and attitudes towards nutrition.
Unhealthy eating habits: Here, you might investigate how specific parenting styles may lead
to unhealthy dietary choices, such as excessive consumption of processed foods, sugary
snacks, or irregular meal patterns.
Influence on Exercise:
Active lifestyle: Explore how parenting styles can encourage or discourage an active lifestyle,
including participation in sports, physical activities, and exercise routines.
Sedentary lifestyle: Investigate whether certain parenting styles contribute to a sedentary

lifestyle, characterized by minimal physical activity, prolonged screen time, and lack of
interest in exercise.
Family meals provide an opportunity for strengthening the bonding and communication
between family members, and facilitates parental monitoring and modelling on a regular
basis. Across the lifespan, eating with others, particularly family, is associated with healthier
dietary outcomes. Among children and adolescents, these findings appear to be consistent for
both boys and girls according the study by Fulkerson, J. A., et al (2014), [22].
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Adolescents/young adults reporting high family functioning and more positive relationships
with their parents reported better weight-related behaviors in the study by Haines, J., et al
(2016), [23].
Conclusion:
This research study, based on interviews with 40 young adults, underscores the profound
impact of parenting styles on family health behaviors. It highlights the varying experiences of
young adults raised under different parenting styles, ranging from authoritative to
authoritarian, permissive, and neglectful. The findings demonstrate that parenting styles not
only influence diet and exercise habits but also shape attitudes and perceptions related to
health.
Moreover, communication within the family emerged as a critical factor influencing health
behaviors. Families characterized by open and honest communication tended to foster
healthier habits, while a lack of communication or conflicting messages often led to less
favorable outcomes.
The implications of this study are significant for both parents and healthcare professionals.
Understanding the role of parenting styles and effective communication in promoting healthy
behaviors can guide parents in shaping a positive and supportive environment for their
children's well-being. Furthermore, healthcare practitioners can use these insights to tailor
interventions and guidance to families with different parenting dynamics.
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consumer green values and consumer perception. It indicates that the awareness of
consumers on green marketing has a significant impact on consumers' buying
behaviour.
 Mr. Soumendra Bhattacharjee, Mr. Subhadeep Mukherjee ( 2021): This study
focussed on Indian organizations under transitions today's trending, bringing a lot of
changes in developing marketing concepts towards the environmentally protections.
Changing attitudes of the marketers and the consumers lends them to step forward
towards safe and pollution free society by considering the importance of green
marketing in an organizations.
 Nirmala K. , Dr. Shyamala K. (January 2023): This study is focused towards current
trends in green marketing in India , why businesses are implementing it and also
predictions of business opportunities in the green marketing bin future. It comes to
the conclusion that green marketing will continue to gain popularity among
consumers and businesses alike, additionally some of the issues with green
marketing are highly appreciated.
 Sonia Pal (April 2023): this present study has been conducted to understand the
potential and difficulties of green marketing, current trends in green marketing in
India.
 Dr. L. Venkateahan (July 2023): This study explores the tactics regarding the
consumer and industry understanding towards how to minimise adverse
environmental effects. Popularity of the green marketing trends in both perspectives
i.e. consumer and industrial marketers are gradually but firmly acknowledging it, and
the usage of such environmentally beneficial and resources conserving products is
becoming more widely known in India.
 N. Komal, Prof. B. Raja Ratnam (August 2023): this work mainly focused at the
several key Green Marketing tactics used by organisations. It was found that
environmentally friendly advertising presents both potential and challenges. The
implementation of green marketing methods has a lot of potential to boost the
country's economic development has been found.
3. Concept of Green Marketing:
Green marketing can appeal to a wide variety of these issues: an item can save water,
reduce greenhouse gas emissions, cut toxic pollution, clean indoor air, and/or be easily
recyclable. When put side by side with the competition, the more environmental marketing
claims your product or service can make, the more likely it is the consumer will select it,
provided the price point isn't too much higher than the alternative.
3.1 Definition towards Green Marketing:
"Marketing products and services based on environmental factors or awareness.
Companies involved in green marketing make decisions relating to the entire process of
the company's products, such as methods of processing, packaging and distribution"
3.2 Evolution of Green Marketing:
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(a) The term Green Marketing came into prominence in the late 1980s and early 1990s.
(b) The green marketing has evolved over this period of time. The evolution of green
marketing had three phases.
3.3 Development Phases of Green Marketing:
 In First Phase, Was termed as "Ecological" green marketing, and during this period
all marketing activities were concerned to help environment problems and provide
remedies for environmental problems.
 In Second Phase, was "Environmental" green marketing and the focus shifted on
clean technology that involved designing innovative new products, which take care
of pollution and waste issues.
 In Third Phase, was "Sustainable green marketing. It came into prominence in the
late 1990s and early 2000. This was the result of the term sustainable development
which is defined as "meeting the needs of the present without compromising the
ability of future generations to meet their own needs.”
3.4 Green Consumer:
The green consumer is generally defined as one who adopts environmentally friendly
behaviours and or who purchases green products over the standard alternatives, Green
consumers are more internally controlled as they believe that an individual consumer can be
effective in environmental protection.
3.5 Characteristics of Green Products:
(a) A product that is grown organically;
(b) Goods that are biodegradable, recyclable, and reusable;
(c) Natural ingredients are used to make the product;
(d) The product cannot contain non-toxic chemicals and must contain recycled material;
(e) Items that are not bad for the environment;
(f) A product that must not have undergone animal testing;
(g) Eco-friendly packaging for products is required. The golden rule of green marketing is
to: Know your customer, educate them, be sincere and open, and reassure them.
3.6 Golden Rule of Green Marketing:
(a) Know your customer;
(b) Educate your customer;
(c) Be sincere and truthful;
(d) Assure the buyer;
(e) Considering your Pricing;
(f) Give them a chance to engage; and
(g) Recognize that consumer expectations are rising
4. Study Discussions and Analysis:
4.1 Present Trends of green marketing in Indian perspectives:
As of my last knowledge update in September 2021, green marketing in India was already
gaining momentum due to increasing environmental awareness and concerns However,
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please note that the trends might have evolved since then Here are some trends that were
prevalent at that time:
 Sustainable Products and Packaging: Consumers were showing a growing
preference for products that were eco-friendly and had minimal Impact on the
environment. Companies were adopting sustainable sourcing practices using
recycled materials, and reducing packaging waste to meet these demands.
 Renewable Energy and Energy Efficiency: With the Indian government's focus on
renewable energy sources and sustainability, businesses were increasingly adopting
renewable energy solutions like solar power. Energy-efficient products were also
gaining popularity among environmentally conscious consumers.
 Certifications and Labels: Green certifications like "Organle, Fair Trade," and "Energy
Star" were becoming important for consumers to identify products and services that
met specific environmental standards. Companies were leveraging these
certifications to build trust and credibility with their target audience.
 Digital and Social Media Campaigns: Social media platforms and digital marketing
were being utilized to spread awareness about green initiatives, sustainable
practices, and eco-friendly products. Companies were leveraging storytelling and
interactive campaigns to engage consumers and raise awareness.
 Circular Economy: The concept of a circular economy, where products are designed
for longevity, repairability, and recyclability, was gaining traction Businesses were
exploring ways to extend the lifecycle of their products and reduce the generation of
waste.
 Collaborations and Partnerships: Companies were collaborating with environmental
organizations, NGOs, and government bodies to tackle environmental challenges
collectively. Such partnerships not only helped in addressing pressing issues but also
enhanced brand reputation.
 Consumer Education: Educating consumers about sustainable practices and the
environmental impact of their choices was becoming a priority. Brands were
providing information about proper product disposal, the benefits of sustainable
choices, and the overall impact on the environment.
 Local and Ethical Sourcing: Consumers were showing interest in products that were
locally sourced and produced ethically. This trend supported local economies,
reduced carbon footprints associated with transportation, and ensured fair labor
practices.
 Waste Reduction Initiatives: Brands were focusing on minimizing waste generation
and encouraging recycling. Some companies were implementing take-back programs
where they would responsibly dispose of their products at the end of their lifecycle.
 Green Innovation: Businesses were investing in research and development to create
innovative, sustainable solutions. This could range from developing new materials to
finding alternative manufacturing processes that are more environmentally friendly.
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[Document title]
Navigating the AI Era: A Comparative Review of AI-Based

Education and Traditional Methods
Susan Rochelle
Department of Radiotherapy
A J Institute of Medical Sciences and Research Centre, Mangalore, Karnataka
Abstract:
Education is evolving at a rapid pace, thanks to advancements in technology. One of the
most significant shifts in recent years is the emergence of AI-based education. Although
the adoption of AI in education presents some challenges, such as privacy and data security
concerns, the benefits far outweigh these addressable risks. With the right tools and
strategies, educators can harness the power of AI to create more personalized, engaging,
and effective learning experiences for students. These developments have completely
changed how teachers and students learn and teach, providing individualized learning
experiences catered to each other’s requirements and interests. This comparative review
study explores the key differences and similarities between AI education and traditional
education to better understand their respective strengths and weaknesses. While AI
education offers many benefits, traditional education methods have stood the test of time
for a reason. As the education paradigm evolves, a balanced approach integrating both AI
and traditional methods emerges as a promising path forward, ensuring that students and
educators receive the best of both worlds. By synthesizing existing research, the aim is to
provide insights into the advantages, challenges, and future directions in education in this
AI era.
Keywords: Artificial Intelligence, Traditional learning, Personalization, Educators, Learners,

Technology
1. Introduction:
In an age where Artificial Intelligence is reshaping industries, it’s no surprise that education
is also undergoing profound transformation, challenging the traditional methods of
teaching and learning. AI is integrating with educational tools that help develop skills and
testing systems and leaving a progressive mark on the industry as the efforts bear fruits for
educators and learners. Embracing AI as a collaborative tool can pave the way for making
education accessible to all, empowering educators and learners to harness their cognitive
abilities and unlock a brighter future for themselves. AI has been increasingly propagated
as having strategic value for education. AI is considered a custodian of future education in

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a striking balance with traditional education, as it has promising applications in the

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education system concerning the teaching-learning process, administrative tasks, managing

resources and events, assessing and grading, equal opportunity in access to education,
remote and protocol learning, curriculum upgradation, inclusion oriented education system
and so on. This research involves a review of the studies of AI education and traditional
education. This comparative analysis aims to explore the key differences and similarities
between AI-based education and traditional education to better understand their respective
impacts on educators and learners. Analyzing AI-based education versus traditional
education involves evaluating their respective strengths, weaknesses, and potential impacts
on educators, learners, and the education system.
2. Methodology:
This comparative study is a nonformal exploratory literature review. The objective of this
review was to analyze and interpret findings based on predefined research focus and criteria
which serve to point to our future directions.
2.1. Literature Review
Table 1 shows the focus on research findings. This process yielded 20 articles including 6
research articles, 9 review papers, 2 interview papers, and 3 book reports. The selected
articles include both qualitative and quantitative analysis.
Table 1: Findings of reviewed sources.
Sl. Type of
Author Findings
no. source
1 Lombardi Review This paper suggests that AI increases the possibilities of
Dario, 2020 paper interaction between humans virtually and at the same time
allows us to find links between the phenomena that
characterize modernity. Maintaining a solid relationship
between AI and traditional methods creates
communicative bridges between people, and projects the
world of education towards new scenarios.
2 Jiahui Huang, Review This study states that AI can continuously optimize and
2021 paper improve the learning environment, and stimulate the
enthusiasm, initiative, and creativity of students. At the
same time, it can significantly improve the classroom
management level of teachers ensuring more reasonable
and efficient space.

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3 Times of India, Interview This paper supports embracing AI as a collaborative tool

2023 paper that can pave the way for making education accessible to all.
With responsible implementation, AI’s seamless fusion
with education promises a brighter, more promising future
for learners across the nation.
4 Mr. Aftab A & Research This research shows that with consideration of the
Dr. Gunjan D, article National Education Policy (NEP-2020) of the Indian
2022 education system, policymakers have concluded that the
education system must be transformed and restructured to
make the people ready to receive AI that can transform the
entire education system and can lead it to the path of
improvement as needed despite inevitable factors such as
functional and sustained electricity connection, internet
connectivity, and trained staff in AI programming.
5 Sruthi P & Dr. Research This research suggests that the current teaching-learning
Sangeetha M, article environment prefers personalized learning by using
2020 multimedia resources, blogs, online forums, online
libraries, and various websites. By using inferential data
analysis and descriptive data analysis, the researchers
analyzed how modern learning techniques help transform
learning among students in terms of subject focus,
effectiveness, attractiveness, easiness, personalized
learning, etc.
6 Imalsha K, Review This study shows that since E-content is student-centered,
2021 paper self-directed, and self-paced, each student can create an
environment for learning. Students can select learning
materials based on the level of their knowledge which is
not an option in the case of traditional education.
7 Purushottam L Research This research advocates that traditional education methods
B, 2019 article are effective but some applications are in dire need of the
implementation of AI technologies for imparting quality
education to the upcoming generation. The parameters of
the survey were generalized and applicable to all
disciplines of education.

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8 Aditi B, 2022 Review This paper shows that by using the Human-In-The-Loop
paper model, it was found that personalized education attempts
to improve the diagnosis, prediction, and treatment of
learning outcomes alongside the prevention of learning
losses. But AI-enabled education has its obvious
shortcomings which demand more attention to ensure
disruption-free, reliable, and effective application of AI in
education.
9 Xuesong Zhai Review This paper presents that educators are obligated to review
& Xiaoyan Chu, paper current AI capabilities and identify possible pathways to
2021 optimize learning. Based on the research questions and the
related AI techniques, four research trends were identified.
They are the Internet of Things, swarm intelligence, deep
learning, and neuroscience, as well as an assessment of the
effect of AI in education.
10 Ismail C & Review This study contributes to the development of
Muhterem D, paper comprehensive AI-based instruction systems that allow
2022 teachers to participate in the design process. Developing
AI awareness and skills among pre-service teachers may
facilitate better adoption of AI-based teaching in future
classrooms. Enriching AI systems with other data types
may give a better understanding of different layers of
teaching and learning, and thus, help teachers to plan
effective learning interventions, provide timely feedback,
and conduct more accurate assessments of students’
cognitive and emotional states during the instruction.
11 Ido R & Ruth Research This research shows that current educational theories
Wylie, 2016 article advocate for more agency and personalization. There are
several ways in which education has shifted beyond the
traditional Artificial Intelligence in Education (AIED)
model, and this pivot offers a wealth of opportunities to
the field of AIED with a vision, succinct inspiration, and
concrete goals against which we can evaluate our
progress.

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12 Victor G C & Review This review shows that a machine cannot assume the role
Paz P E, 2021 paper of a teacher, and the way AI works and carries out
processes in the context of teaching is far from human
intelligence partly due to the lack of transparency in
decision-making algorithms. Technology and pedagogy
must walk together to understand the future of advanced
technologies in education, and to understand the new
education that will arrive in the next years.
13 Xieling C & Review Findings obtained from this study assist newcomers to
Haoran X, 2020 paper AIED in finding theories, tools, and techniques that are
commonly adopted by influential AIED studies. This
study helps scholars recognize important institutions and
countries/regions that have made significant contributions
to AIED research to further seek collaborations or
scientific exchanges. This study also helps researchers
understand important topics and future directions
concerning AIED research.
14 Wayne H & Jen Book This report suggests the need for (1) a better understanding
P, 2022 Report of the diversity of connections between AI and education,
and not be limited by current approaches, (2) appropriate,
robust regulation, addressing human and child rights
before AI tools are introduced into classrooms, and (3)
appropriate professional development for teachers to
make informed decisions about which AI tools might be
appropriate for their classroom.
15 Tuomi & Ilkka, Book This report is mainly focused on a knowledge-based
2018 Report model called Intelligent Tutoring Systems (ITS) which has
a domain model that describes the area to be learned and a
student model that describes the current state of student's
knowledge and learning. ITS needs user interfaces (UI)
that collect real-time input from learner behavior and also
historical data that can be used to model the learner under
the principle of “no AI without UI.”

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16 Tingting Z & Research This study proposes two paths (1) to improve traditional
Xiangpeng L, article education and promote traditional contemporary
2023 transformation and (2) to improve contemporary Internet
education and build a new node of education Internet.
Thus the problems faced by “AI technology” such as the
influence of traditional values and lack of subjectivity of
ideological and political education can be solved.
17 Nam Ju Kim & Research This study brings significance to the field in revealing
Min Kyu Kim, article STEM teachers’ overall positive perception regarding AI-
2022 based scaffolding and opportunities for future
improvements. Also, for developing guidelines for the
future integration of AI into school curricula, particularly
in STEM education, the results of teachers’ experiences
using the systems and their considerations of its
implementation from this study are used.
18 Fariborz M & Review This study shows that virtual learning was more effective
Ehsan B, 2014 paper than lecture-based training. Two methods were used (1)
conventional and (2) virtual learning and the results
favored virtual learning. The necessity of preparedness of
students for the use of online learning and other factors
may impact students’ preferences for online rather than in-
class courses.
19 The Hindu Interview This article suggests the concept of blended learning,
magazine, 2023 paper which combines traditional classroom experiences with
online learning becoming more relevant. These platforms
aim to provide educational opportunities for students of
all ages and backgrounds, and can also provide teachers
with access to world-class content and resources.
20 Pedro & Book This report is based on two main axes through which the
Francesc, 2019 Report education sector can leverage and adapt to AI: (1) using
AI to generate real-time insights towards improving
educational outcomes and (2) rethinking and redeveloping
educational programs to make them more responsive to
changes brought about by AI.
2.2. In-depth Analysis

Based on the research findings from the review study, few empirical studies were found
focused on the development of the education system in an induction-deduction approach.

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Independent variables considered are a group of academic individuals such as teachers,

students, researchers, and other staff. Dependant variables are the benefits of AI education
and traditional education with the hypothesis that (1) There is no difference between AI-
based education and traditional education (Ho) and (2) There is a difference between AI-
based education and traditional education (Ha).
3. Results and Discussions:

Since this review study provides an overview of AI in education vs. traditional methods,
this analysis may provide a framework for future research integration. In practice, the
effectiveness of both methods depends on various factors, including the subject matter,
student preferences, and the balance between technology and human interaction. A blended
approach combining AI’s advantages with traditional teaching methods can be the most
effective in providing a well-rounded education.
3.1. Comparing AI and Traditional Education

Based on the review findings, a comparative data analysis between AI-based education and
Traditional education was performed under various categories as shown in Table 2 to find
their advantages and challenges.

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Table 2: Comparative data analysis for AI-based education vs. Traditional Education
Category AI-based education Traditional education
Tailored learning paths
Personalization Limited personalization
and content delivery
Remote and Location-bound
Accessibility
flexible learning options and fixed schedules
Adopts individual Fixed curriculum with
Adaptability
student pace limited flexibility
Automated grading and Manual grading and
Efficiency
administrative tasks more time-consuming
Scalable to a large number Limited classroom
Scalability
of students capacity
Reduced teacher-student Strong face-to-face
Teacher-Student
interaction and more focus interaction with
Interaction
on content delivery immediate feedback
Cultural and Societal Less emphasis on cultural Integrates cultural and
Integration and societal values societal values
Focus on content mastery Encourages critical
Critical Thinking and
and thinking, teamwork, and
Soft Skills
individual progress interpersonal skills
Data security and privacy
Privacy Concerns Limited data collection
concerns
Requires technology and
Access to Technology Less technology-reliant
Internet access
Highly customizable Fixed curriculum with
Customization
learning experiences limited customization
Real-World
Increasingly aligned with Generally follows traditional
Application and
job market demands paths
Job Readiness
3.2. Quantitative Approach
As shown in Figure 1, this review further resulted in an empirical study between AI tools
and traditional methods. This analysis suggests that neither AI education nor traditional
education is undeniably superior.

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Comparative understanding (%)

AI-based education Traditional education
Benefits of both techniques 100 91
90 83
80 72
68
70 64
60
49
50
37
40
30
20 15
10
0
Teachers Students Researchers Other staff
Academic groups
Figure. 1. Bar Graph showing comparative understanding of both techniques
3.3. Balanced Approach

The future of education may lie in integrating the strengths of both: (1) combining AI-
driven personalized learning with traditional classroom experiences that can provide
students with the benefits of both worlds, (2) AI can assist teachers by providing data-
driven insights, allowing educators to provide more personalized support and guidance,
and (3) educators and learners should embrace lifelong learning, adapting to new
technologies and methodologies. The revolutionary combination of AI tools and traditional
education methods has opened up endless opportunities for educators and students to
explore and excel in various fields, transcending traditional boundaries. AI-based
education still has potential issues and challenges such as socio-religious taboos, educator-
learner abilities, proper policies, essential infrastructures, financial constraints, and so on.
A blended approach combining AI’s advantages with traditional teaching methods can be
the most effective in providing a well-rounded education.
4. Conclusion:
The future of education may lie in integrating the strengths of both traditional and AI-
driven methods since this comparative analysis suggests that neither AI education nor
traditional education is undeniably superior, as AI education promises personalization
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while traditional education stands for its time-tested pedagogical approaches. It is evident
that traditional methods have their merits, but the potential benefits of AI-driven education
are too significant to ignore. As the AI era continues to unfold, we have to understand how
to best utilize AI techniques along with traditional methods for the academic success of
educators and learners. The way forward is to recognize that the ideal educational system
incorporates elements of both to maximize future success. With the amalgamation of AI-
based education and traditional education, educators and learners are empowered to
navigate the future confidently. In conclusion, striking the right balance, harnessing AI
where it excels, and keeping the core qualities of traditional education are key for a future
that witnesses a strong educational foundation.
5. References:
(1) Xuesong Zhai and Xiaoyan Chu, “A Review of Artificial Intelligence (AI) in Education
from 2010 to 2020”, Hindawi Complexity Journal, vol. 2021, article. 8812542.
(2) R Revathy, “A Comparative Study between E-Learning and Traditional Learning”,
International Journal of Scientific Engineering and Applied Science, vol.7,issue-7, 2021,
ISSN:2395-3470
(3) Dr. Gunjan Dubey and Mr. Aftab Alam, “Artificial Intelligence (AI) and Indian Education
System: Promising Applications, Potential Effectiveness and Challenges”, Towards
Excellence: An Indexed, Refereed & Peer Reviewed Journal of Higher Education, ISSN.
0974-035X
(4) Dario Lombardi, “Evaluation of Traditional and Online Learning in Artificial Intelligence
(AI)”. CEUR-WS, vol-3265, paper-7426,2020
(5) Jiahui Huang and Yufei Liu, “A Review on Artificial Intelligence (AI) in Education”,
Academic Journal of Interdisciplinary Studies, Richtmann Publishing, 2021, vol-10.3,
ISSN-2281-3993.
(6) Sruthi P and Dr. Sangeetha Mukherjee, “Byju’s The Learning App: An Investigative Study
on the Transformation from Traditional Learning to Technology Based Personalized
Learning”. International Journal of Scientific & Technology Research, vol-9, issue-3, 2020
(7) Imalsha Kandamby, “How AI used in Education-Real World Examples of Today and
Comparison”, LinkedIn site, 2021
(8) Purushottam Lal Bhari, “A Study of Artificial Intelligence Education System and
Traditional Education System”, International Journal of Computer Science and
Engineering, vol-7, issue-10, 2019, E-ISSN-2347-2693.
(9) Aditi Bhutoria, “Personlized education and Artificial Intelligence in the United States,
China and India: A systematic review using a Human-In-The-Loop model”, ELSEVIER,
vol-3, 2022, 100068.
(10) Ismail Celik, Muhterem Dindar, “The Promises and Challenges of Artificial Intelligence
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for Teachers: a Systematic Review of Research”, TechTrends, 2022, 66:616-630

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(11) Ido Roll & Ruth Wylie, “Evolution and Revolution in Artificial Intelligence in Education”,
Springer publications, 2016, 26:582-599.
(12) Victor Gonzalez-Calatayud & Paz Prendes-Espinosa, “Artificial Intelligence for Student
Assessment: A Systematic Review”, MDPI publications, 2021, 11, 5467.
(13) Xieling Chen & Haoran Xie, “Application and theory gaps during the rise of Artificial
Intelligence in Education”, ELSEVIER, vol-1, 2020, 100002.
(14) Wayne Holmes & Jen Persson, “ARTIFICIAL INTELLIGENCE AND EDUCATION A
critical view through the lens of human rights, democracy and the rule of law”, Council of
Europe Publishing, ISBN 978-92-871-9236-3.
(15) Tuomi & Ilkka, “The Impact of Artificial Intelligence on Learning, Teaching, and
Education”, European Union Publications, 2018, ISBN 978-92-79-97257-7.
(16) Tingting Zhang & Xiangpeng Lu, “The contributions of AI in the development of
ideological and political perspectives in education”, PubMed Central, 2023, PMID-36879973.
(17) Nam Ju Kim & Min Kyu Kim, “Teacher’s Perceptions of Using an Artificial Intelligence-
Based Educational Tool for Scientific Writing”, Frontiers in Education, 2022, vol-7,
755914.
(18) Fariborz Moazami & Ehsan Bahrampour, “Comparing two methods of education (virtual
versus traditional) on learning of Iranian dental students: a post-test only design study”,
BMC Medical Education, 2014, vol-14, issue-45.
(19) Nishant Rajawat, “The role of AI and blended learning in shaping the future of education”,
The Hindu, Education section, 2023.
(20) Pedro & Francesc, “ Artificial Intelligence in Education: Challenges and Opportunities for
Sustainable Development”, UNESCO, Education Sector, 2019, ED-2019/WS/8.

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INVESTORS’ AWARENESS ABOUT STOCK MARKET: A STUDY WITH

SPECIAL REFERENCE TO DAKSHINA KANNADA DISTRICT
Neethi
ABSTRACT
Financial assets are needed for the firm to carry on its business. Most of the assets are
financed through selling pieces of paper called financial assets, instrument and securities.
They have value in exchange because they are claims on the firm’s assets and to its future
cash flow. Though it is initially for the benefit of the firm but it will also become beneficial to
the investor. The investor will grow as the firm grows and simultaneously the economy is
also benefited. Investment decisions of an individual depend on his income and the amount of
risk he or she is willing to take. Investing in securities is the last option for some and for
others they are not aware of share market. Regularity in investing, percentage of savings also
has a major impact in choosing the investments. A study on investment awareness gives an
idea about investor’s choice and opinion about share market and their awareness about it. The
researcher used convenient sampling technique and descriptive research design with an
approximate sample size of 308 respondents. Area of sampling is limited to ‘Dakshina
Kannada’. Data collection has been done through questionnaire method. The finding of the
research will be useful for the companies to understand the investors’ awareness and add new
strategies to make more investors to invest.
KEYWORDS: BSE, investment, investor awareness, , NSE, stock market.

AUTHORS
1. Neethi 2. Suchithra
2nd M.Com 2 nd M.Com
Department of PG Studies in Commerce Dept. of PG Studies in Commerce
Mangalore University, Mangalagangthri Govt. First Grade College, Belthangady
neethidml@gmail.com suchithrakulal100@gamil.com
9380496709 7899632603
2. Ramya
2nd MBA
Dept. of Business Administration
Mangalore University, Mangalagangthri
7899632603
ramyanaik9911@gmail.com
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7899208810
INVESTORS’ AWARENESS ABOUT STOCK MARKET: A STUDY WITH

SPECIAL REFERENCE TO DAKSHINA KANNADA DISTRICT
INTRODUCTION:
Indian stock market is the fuel of Indian economy by providing much capital required. In
world, our country’s stock market is one of the well-developed stock markets and also it is a
parameter of nations economy. It helps to the nation by way of procuring funds from various
potential investors and these funds used for the purpose of industrial development. There are
many stock exchanges in India, among many there are two stock exchanges deals most of the
trading in the Indian stock market such as BSE (Bombay Stock Exchange) and NSE
(National Stock Exchange). According to SEBI report, FY96 and FY17 annual turnover value
in National Stock Exchange witnessed growth at a CAGR of 19.13% getting a worth of US$
790.21 billion in FY17. Nifty 50 and S&P Sensex rose 28.6% and 27.9% respectively in FY
2017, thus yielding the finest returns from 2014. The Bombay Stock Exchange total market
capitalisation of all the companies touched a record Rs 150 lakh crore (US$ 2.33 trillion).
Retail investor awareness is a part of financial literacy. Investment awareness means the set
of knowledge and skills which permit to an individual to take effective and informed
decisions by way of understanding investment. Financial literacy and investment are essential
to assist individuals meet up their objectives and prime goals and objectives. In the present
era, investment awareness became the success mantra for everyone. The Securities and
Exchange Board of India (SEBI) is contributing in the programme of financial awareness
among the common and young investors of the country.
LITERATURE REVIEW:
Stock market movements are largely influenced by, broad money supply, inflation, C/D ratio
and fiscal deficit apart from political stability (Debjit Chakraborty 1997). Deepening and
strengthening the process of economic liberalization in the Asian developing countries is
essential for minimizing the risks and maximizing the benefits from increased international
capital market integration (Redel 1997). Individuals below 58 years i.e., before retirement are
found to take ownership of risky assets in their portfolio which is influenced by the financial

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knowledge, marginal tax return and age. Individuals with financial knowledge which
enhances as being older invest more and in high return, higher risk assets to file for higher tax
return as they look the opportunity in investing risky assets (R. R. Raja Mohan 2005). There
is significant difference between the various demographic variables and investor’s knowledge
of grievances, awareness of functions of redressal agencies, loading of complain and their
satisfaction level (Nayak 2010). The wealthy population is more likely to invest in the stock
market. The wealthier households are willing to invests in the riskier assets (Dmitry S.
Makarov Astrid V. Schornick 2010). Identified the interdependence and co-movement of
covariates for banking stability to the satisfaction of economic logic. The Indian banking
sector has largely defied the global system (Vighneswara Swamy 2011). Any adjustment in
the price of gold will have no detrimental impact on financial stability. In fact, the empirical
results of the study support the counterintuitive view that any gold price correction will have
a stabilizing effect on the Indian financial system's financial indicators (Rabi N. Mishra and
G. Jagan Mohan 2012). The behaviour of the investor to identify the better investment
avenues available in India. By increasing personal wealth, investing can contribute to higher,
overall economic growth and prosperity. The Indian investors are very much aware about the
concept of portfolio allotments and risk and return of the investment (S. Suriya Murithi, B.
Narayanan, M. Arivazhagan 2012). 60% of the sample population said that there is change
in the investment behaviour in the last 5 years. The major reason for change in investment
pattern is change in income and change in Government policies. More individuals are willing
to invest money but the scope of investment is not long-term (Aparna Samudra Et Al
2012). In total 60 variables which may affect the stock market, major 5 factors which affect
the stock market are Flow of Foreign Institutional Investor (FII), Political Stability, Inflation,
Govt. Policies, GDP Growth (Mrunal joshi 2013). Many people are not aware about
investment in share market on equity. According to researcher investors cannot avoid risk but
they can manage risk by investing in various types of investment avenues so that they can get
a moderate profit (Ashly Lynn Joseph and M. Prakash 2014). The study reveals the fact
that investors are aware about investment avenues but they considered safety as important
factor while making investment, that’s why they prefer making investment in gold, bank
deposits, real estate etc. and ignore other investment avenues (Sonali Patil, Kalpana
Nandawar 2014).Demographic factors like income, age and qualification effect the investors
level of risk tolerance (C. M. Shinde, Priyanka Zanvar 2015). The study has shown many

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sociodemographic variables that are correlated with an individual's financial conduct. The
testing of the hypotheses clearly indicates that six socio-demographic variables are
substantially correlated (Shalini Gautam and Mitu Matta,2016). Study of determinants of
investment decision which are the most dominating factor affecting the investment decision.
They found that the most influential factors are under “Firm’s Image” with the highest
loading, followed up by ethics that a particular firm follows (Gunjan Sharma et al 2017).
Most of the people invest their money in stable platform with low return perspective due to
lack of awareness of the share market, mutual funds. The investors who preferred bank
deposit for investment because of purchasing home and long-term growth eventually leads to
lower returns and higher stability (U M Gopal Krishna et al 2019). Investors are mostly
influenced by the family members. And comparing men and women, women invest less than
men. The knowledge about financial product and market directly affects decision or rate of
risk and return (Abhinandan Kulal et al 2019). It has been found out possessing positive FA
is best to equip youth with sufficient knowledge, information and life skills to assist them to
make right financial judgment, to improve their financial behaviour (Mohd Zamri Abu
Bakar, Saridan Abu Bakar 2020).
OBJECTIVES OF THE STUDY
 To know the influence of Demographic Factors on Investment Behaviour.

 To study the awareness of retail investors about stock market.
 To examine the opinion of retail investors towards regulatory framework of stock
market.
HYPOTHISIS OF THE STUDY
H0: There is no significant association between the demographic factors of respondents and
their stock market awareness.
H1: There is a significant association between the demographic factors of respondents and
SCOPE OF THE STUDY
The research has taken only individual investors and does not consider the institutional
investors of the stock market. The research is carried out in Dakshina Kannada district. The
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study is completely focused on awareness level of the retail investors on Indian stock market.
The research is very handy for any researcher in the field of stock market or investment.
RESEARCH METHODOLOGY
It is an empirical study. The study is based on both primary and secondary data. The primary
data was collected using well designed and structured questionnaire. Google form was used
to collected the data from the sample respondents. Likert 5 scale was used to collect the
information about awareness level of respondents with regard to stock market. The secondary
data was collected from books and websites. The sample size of the study is 308 investors
from Dakshina Kannada District and used Microsoft Excel and SPSS for the analysis.
DATA ANALYSIS AND INTERPRETATION
Table 1: Gender of the respondents

Gender Frequency Percentage
Female 161 52.27
Male 147 47.72
Total 308 100
Source: Primary data
Table 1 shows that out of total sample population of 308 respondents, 52.27% respondents
are female and 47.72% respondents are male. The majority (52.27%) of the respondents in
the study are female.
Table 2: Age of the respondents
Age Frequency Percentage
Below 25 108 35.06
25 to 30 years 113 36.68
30 to 40years 74 24.02
40 years and above 13 4.22
Total 308 100
From the above table, it is clear that 35.06% respondents are in the age group of below 25
years, 36.68% are between the age group of 25 to 30 years, 24.02% are in the age group
between 30 to 40 years and 4.22% are in the age group of above 40 years.
Table 3: Marital Status of the Respondents
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Marital status Frequency Percentage

Married 149 48.37
Un Married 159 51.63
Total 308 100
From table 3, it is found that 48.37% of the respondents are married and 51.63% of the
respondents are un-married.
Table 4: Employment Status of the respondents

Employment Status Frequency Percentage
Self -employee 149 48.37
Government employee 59 19.15
Private employee 100 32.46
Total 308 100
Table 4, shows that, 48.37% of the respondents are self-employed, 19.15% of the
respondents are government employees and 32.46% of the respondents are private
employees.
Table 5: Area of domicile of the respondents
Area of domicile Frequency Percentage
Rural 159 51.62
Urban 104 33.76
Semi-urban 45 14.61
Total 308 100
From the above table, it is clear that 51.62% of the respondents are living in rural area,
33.76% of the respondents are living in urban area and 14.61% of the respondents are living
in semi urban area.
Table 6: Regularity in investment
Openion Frequency Percentage
No 33 10.7

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Yes 275 89.3

Total 308 100.0
It is fact from the above table that 89% of the respondents regularly invests in stock market
and 10.7% of the respondents are opined that they are not invests regularly.
Table 7: Factors influencing stock prices

Opinion Frequency Percentage
Yes 288 93.5
No 20 6.5
Total 308 100
It is found from table 7 that 93.5% of the respondents are aware about the factors which will
influence the stock prices and 6.5% of the respondents opined that they are not aware about
the factors.
Table 8: Study of Financial Statements before investing in stock Market
Yes 287 93.2
No 21 6.8
Total 308 100
It is true from table 8 that 93.2% of the respondents have opined that they always study the
company’s financial statements before investing in stocks, 6.8% of the respondents have
opined that they never study the company’s financial statements before investing in stocks.
Table 9: Seeking financial experts’ opinion while investing Stock market
Always 188 61.0

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Occasionally 67 21.8
Sometimes 37 12.0
Rarely 8 2.6
Never 8 2.6
Total 308 100
Table 9 reveals the fact that 61% of the respondents always seek advice from financial
experts before making stock market investment decisions, 21.8% of the respondents seek
advice from financial experts before making stock market investment decisions occasionally,
12% of the respondents opined that sometimes they seek advice from financial experts 2.6 of
the respondents opined that they rarely seek advice from financial experts and remaining
2.6% of the respondents opined that they never seek advice from financial experts before
making stock market investment decisions.
TESTING OF HYPOTHISIS
H0: There is no significant association between the demographic factors of respondents and
H1: There is a significant association between the demographic factors of respondents and
their stock market awareness
Table 10: Chi-square values
Sl. Statement Gender Age Marital Employment Area of Annual
No Status Status The Income
Domicile
1 Somewhat 5.045 31.693* 16.612* 8.909 12.887 36.887*
knowledge about
stock market
2 Follow the stock 2.755 33.619* 28.806* 20.59* 21.082* 27.615*

market through
financial news on
TV and news

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papers
3 Trust in when 7.235 28.393* 20.289* 9.732 19.039* 34.333*

trading on stock
market
4 Buying decision 4.864 29.289* 15.6* 8.76 18.122* 34.669*

based on future
expectations rather
than past
performance
5 having positive 2.8 27.392* 18.15* 7.911 15.607* 30.014*

perception towards
stock market
6 Knowledge of 10.497* 22.342* 14.527* 19.243* 11.082 28,402*

stock market
operation
7 Aware of the risk 2.634 37.92* 19.351* 9.142 16.672* 35.34*
associated with
investing in stock
market
8 Familiarity with 6.742 43.127* 17.261* 27.621* 15.914* 44.623*

different options
available in stock
market
9 Knowledge to 4.476 49.443* 24.74* 7.677 13.762 39.587*

create diversified
portfolio
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10 Regularly 5.612 33.168* 17.261* 13.543 18.334* 35.155*

reviewing the
performance of
stock market
11 knowledge about 5.53 45.066* 20.446* 14.219 29.832* 35.085*
the factors
influencing the
stock prices
12 Considering the 11.127* 39.302* 10.99* 18.249* 16.116* 31.847*

historical
performance of the
company before
investing in its
stock
13 Aware of the 1.351 53.005* 25.865* 8.3 33.331* 40.466*

potential tax
implications
related to stock
trading
14 Confidence in the 11.073* 33.081* 12.515* 17.411* 17.585* 35.467*

ability to analyse
the Fundamentals
of the company
15 Use technical 1.943 47.963* 17.145* 6.924 16.969* 36.342*

analysis while
trading on stock
market

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16 Comfortability 7.122 33.546* 12.947* 13.381 14.855 33.453*

while using online
platforms for
buying and selling
stocks
17 Knowledge about 4.62 50.795* 16.576* 13.182 20.771* 37.144*

potential impact of
industry trends on
specific stock
18 Confidence in the 11.056* 38.472* 8.482 15.372 15.508 35.777*

ability to stick to a
long-term
investment strategy
despite short term
market
fluctuations.

The calculated Chie-square values for the gender of the respondence indicates that only
22.22% of the values are significant at 5% level of significant. Therefore it is fact that there is
no significant difference in the awareness level of male and female respondence.
With respect to the age factor, all the calculated values are significant @ 5% level of
significance and hence concluded that there is a significant difference in the awareness level
of respondents belongs to different age group.
With regards to marital status -94.4%, with regard to area of the domicile - 72.22%, with
regards to annual income 100% of the calculated values are significant and hence found that
significant difference is observed in the awareness level of the respondence belongs to
different marital status, area of domicile and annual income.

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With regards to the employment status of the respondents, 72.22%, calculated values are
insignificant and hence it is understood that employment status of the respondence has no
significant impact on the respondents’ awareness level of stock market.
FINDINGS AND CONCLUSION

It is found in study that majority (52.27%) of the respondents in the study are female,
majority (36.68%) of the respondents are between the age group of 25 to 30 years, majority
of the respondents (51.63%) are unmarried, majority (48.37%) are self-employed, the
majority (51.62 %) of the respondents are living in rural area. It is also found in the study that
89% of the respondents regularly invest in stock market, 93.5% of the respondents opined
that they are aware about the factors which will influence the stock prices, 93.2% of the
respondents opined that they always study the company’s financial statements before
investing in stock market.
As most of the calculated Chi-Square values are insignificant at 5%level of significant it was
also concluded that there is no significant association between the demographic factors of
respondents and their stock market awareness.
SUGGESTIONS
According to the results of this study, investors in Dakshina Kannada have a decent
knowledge of the Stock market in the overall aspect. However, there are some participants
who are only aware of certain aspects. This can be improved significantly if they try to
implement the aforementioned recommendations and suggestions.
BIBLIOGRAPHY
 Avadhani V. A. (2011). Security Analysis and Portfolio Management, Himalaya
Publishing House.
 Balla, V. K. (2002). Portfolio Analysis and Management, New Delhi: Sulthan Chand
and Co. ltd.
 Bhat, Sudhindra. (2008). Security Analysis and Portfolio Management, New Delhi,
Excel Books.

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185
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 Booie, Zvi, Kane Alex and et.al (2006). Investments, 6 th Edition, New Delhi: Tata
McGraw Hill.
 Chandra, Prasanna. (2008). Investment Analysis and Portfolio Management, 3 rd
edition, New Delhi: Tata McGraw Hill.
 http://ijariie.com/AdminUploadPdf/A_STUDY_ON_INVESTORS_AWARENESS_
OF_STOCK_MARKET_ijariie7025.pdf
 http://www.pbr.co.in/2016/2016_month/May/3.pdf
 https://archives.palarch.nl/index.php/jae/article/download/7854/7362/15390
 https://ijcrt.org/papers/IJCRT2208249.pdf
 https://ijrpr.com/uploads/V4ISSUE1/IJRPR9569.pdf
 https://journalppw.com/index.php/jpsp/article/download/3007/1966/3429
 https://nveo.org/index.php/journal/article/download/3074/2582/3081
 https://studylib.net/doc/25769152/%E2%80%9Ca-study-on-stock-market-awareness-
among-management-stude...
 https://www.researchgate.net/publication/330421915_A_Study_On_Investors'_Aware
ness_About_The_Stock_Market_Using_Variance_Based_Structural_Equation_Model
ing
 https://www.researchgate.net/publication/346578858_A_STUDY_ON_INVESTOR'S
_AWARENESS_ON_EQUITY_INVESTMENT_IN_MYSORE_CITY

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[Document title]
Examining the relationship between Cognitive Dissonance and Investment

Rationalization- A Review
Pallavi G P1, Dr. Kusum Thantry Dsa2

1*
Assistant Professor and Research Scholar, Sri Siddhartha Institute of Management Studies, Tumkur and
Srinivas University, Mangalore, Karnataka, India.
Orcid-ID: 0000-0001-5500-527X; E-mail: pallavi2488@gmail.com
2*
Research Supervisor, Srinivas University, Mangalore, Karnataka S, India.
Orcid-ID: 0000-0002-8296-2881: E-mail: drkusumster@gmail.com
Mobile number of Corresponding Author: +91 9986179881
Abstract
Purpose: The aim of the study is to investigate the relationship between cognitive dissonance and investment
rationalization. When a person views or conflict, it can cause cognitive dissonance, which is a feeling of discomfort.
Investment rationalization is the practice of defending a prior investment choice, even if it proves to be incorrect.
Methodology of Research: This research reviews the literature on the relationship between rationalizing
investments and cognitive dissonance.
Paper Type: Literature Review Paper
Originality: Uniqueness is used in this study because it provides an in-depth evaluation of knowledge about the
relationship between rationalization of investments and cognitive dissonance.
Findings/Results: The study highlights a strong connection between investment rationalization and cognitive
dissonance. As a result, investors who suffer greater cognitive dissonance are more inclined to justify their
investment choices. The study also discovers that among investors with less expertise, there is a greater connection
between cognitive dissonance and rationalization of investments.
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Conclusion: It concludes that cognitive dissonance may have a big impact on how we make investing decisions.
Cognitively dissonant investors may be more prone to make irrational investing choices, such as hanging onto
losing investments or making riskier investments in an effort to make up for losses. Investors should be aware of
the possibility that cognitive dissonance will affect their choice of investments and should take precautions to reduce
its effects.
Key Words: Cognitive Dissonance, Rationalization, Investments, Psychological Bias
1. Introduction
In the fast-paced world of banking and investments, people must make many choices that have a big impact on their
financial stability. These choices frequently include a complicated interplay between cognitive functions, emotions,
and justifications. The relationship between cognitive dissonance and rationalization of investment is a fascinating
and important subject of research in the field of behavioral finance. This review falls into this intriguing relationship,
explaining that cognitive dissonance, which is a psychological phenomenon, can mold and affect the justifications
investors use to support their choices.
When people have opposing views, attitudes, or values, it causes cognitive dissonance, which is a type of mental
discomfort. Investors encounter this when events or information are given that conflict with their previous
investment decisions and views. Investors frequently attempt to reduce this discomfort by using a variety of
reasoning tactics, such as minimizing unfavorable information, searching for biased evidence, or altering their
investing thesis. Understanding the psychological components of making financial decisions requires an awareness
of the complex connection between rationalization of investment and cognitive dissonance.
Investment rationalization is one of the processes by which investors rationalize their decisions in spite of
information that undermines them. This rationalization can take various forms, like unsuccessful investments,
neglecting advice from financial experts, or ignoring the importance of adverse information. It is crucial to know
how cognitive dissonance connects with investing rationalization in order to grasp why investors frequently make
irrational decisions that look unreasonable and may cause huge financial losses.
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This article provides conceptual foundations, empirical data, and practical implications for the relationship between
cognitive dissonance and investment rationality. The psychological factor and its effects when individuals are given
unexpectedly conflicting investment information and the methods individuals attempt to reduce the resulting
dissonance This investigation assesses how these psychological phenomena influence investment portfolios and
financial markets, providing light on the root causes of bubbles, declines in markets, and investor herding.
In order to do this, we will examine important research, theories, and real-world examples that come from both the
finance sector and the study of psychology. By exploring this complex link, we seek to advance knowledge about
investor behavior and provide insightful information to researchers, financial experts, and anyone else fascinated
by the interesting intersection of psychology and finance. In the end, the purpose of this analysis is to highlight the
importance of conflicting beliefs and investment explanations, which are key elements that influence financial
decisions and have an impact on the whole economic environment.
2. Related Works
2.1 Cognitive Dissonance and Investment Rationalization
Cognitive dissonance is a psychological term that arises when a person has different views, conflicting ideas,
thoughts, and various concepts. The practice of rationalizing investment decisions, especially when they are driven
by irrational or psychological factors, is known as investment rationalization.
Table 1: Review of Cognitive Dissonance and Investment Rationalization
Sl Field of Focus Contribution References

No Research
1 Emotional Emphasizing the importance of By providing empirical data that Nagina Jamil
emotional intelligence in
Intelligence shows how biases or cognitive and Dr.
regulation, the study will look
Moderating into how cognitive dissonance dissonance prevent investors from Taqadus Bashir
bias affects investors' decision-
Effect on making emotionally rational
making. Rational investment
Investor decision-making may be
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Decisions: impeded by cognitive and choices, this study makes a

emotional processes.
Cognitive contribution to the field.
Dissonance Bias
2 Review of A theoretical foundation for The uncovered elements, such as
Afreen Fatima
cognitive the kind of cognitive bias that age, psychological presumptions,
dissonance and influences investment overconfidence, and confirmation
investment decision-making is being biases, improve cognitive
decision- developed as part of this dissonance and influence investors'
making research. decision-making.
3 Opportunities The application of cognitive Historical application of cognitive Amanda S.
for future
dissonance theory to dissonance theory in the literature Hinojosa,
developments in
the theory of understand and anticipate the on management and social William L.
cognitive
motivational components in psychology and its importance in Gardner, et al.
dissonance
decision-making and within recent developments in the theory
organizations
4 Present social Cognitive dissonance theory The overload of information and its Azizul Halim
issues and their refers to the internet's impact on mental and physical Yahya and
relevance to competing views and health are highlighted, with a focus VidiSukmayadi
cognitive information overload, which on the application of cognitive
dissonance may lead to mental tiredness dissonance theory in the IoT
theory and social and psychological (Internet of Things) era. The
issues. connection of traditional theory
with modern problems provides a
framework for additional fields of
study.
5 Understanding Cognitive dissonance, A brief overview of behavioral Amlan Jyoti
Cognitive elements that suggest its finance provides a basic Sharma
Principles in presence, and strategies for explanation of the concept of
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Behavioral overcoming it in investment cognitive dissonance and its

Finance behavior characteristics.
6 Investors in the Investor stock market decision- Cognitive dissonance bias presents
Preksha
stock market are making is influenced by empirical data from a particular
Dassani,
biased by cognitive dissonance bias. geographical area and provides Vijaya Kittu
cognitive useful advice to minimize such bias Manda and
dissonance. in investor decision-making. et.al
7 Minimizing Cognitive dissonance focuses It defines the particular parts of the Johanna M.
Jarcho, Elliot
cognitive on the way decision-making is brain that are active throughout the
T. Berkman
dissonance influenced by the mental process and suggests that rapid and et.al
while making processes involved in emotion regulation and rationality
decisions rationalization. may occur at that point.
Additionally, it helps to understand
how people cope with the mental
confusion that comes with making
challenging decisions.
8 Marketing of Advertising services take It underlines the importance of
services and measures to decrease the combining cognitive dissonance
Bawa, Anupam
cognitive cognitive dissonance of recent theory with promotional methods, and et.al
dissonance buyers. providing different ways for more
specific and effective service
advertisements.
9 Reversibility of Effect of the financial effects When conducting two experiments Kristina
cognitive Rennekamp,
of impaired assets proving in the study, reveals that the
dissonance and Kathy Rupar
asset reversible on managers' accounting effect is reversible and et.al
impairment
decisions regarding compared to irreversible, and
Changes in
Future investments managers who are in charge of
Investment
recording the impairment tend to
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spend more time in the harmed

division.
10 Anchoring and The influence of cognitive Behavioral finance has
an Anamika Joshi,
Chetali
cognitive dissonance and anchoring on important effect on investment
Agrawal
dissonance's investment decisions is behavior. The investor's decision-
influence on focused on investors income making process is understood to be
investment level, profession, and political that behavior finance is a relatively
behavior, and economic events. new form of research.
particularly in
relation to level
of income,
work, and
political and
economic events
11 Absence of Information contributesto The psychological elements affect Luiz Fernando
A. Bono Milan,
investment in cognitive dissonance, and managers decisions towards
Fernando S.
information managers were unable to investment in information systems. Meirelles, and
Maria
system change the behavior of This distinct view offers a greater
Alexandra
investors by using information comprehension of why these Cunha
systems. decisions are postponed or delayed.
The study can also suggest that
managers can conduct information
system investments. If they provide
information, it can cause cognitive
dissonance and encourage them to
examine their non-investment
positions.
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12 Learn from The historical transparency To ensure better objectivity and Lisa Cosgrove
and Robert
cognitive procedure for resolving these less bias in psychological research
Whitaker
dissonance conflicts shows the constraints and clinical care, practices and
theory to of this strategy and how hidden demands are essential to the way
address or unconscious cognitive problems of interest are handled in
institutional biases can endure beyond the area of psychiatry.
corruption. discovery.
13 Trust among It focuses on recognizing the In order to influence customers'
factors that affect trust among Maria Corazon
customers and buying decisions in the extremely
customers through online A. Buena and
cognitive reviews and investigating the competitive resort sector, resort Eduardo G.
function of cognitive Ong
dissonance firms and marketers must
dissonance in purchasing
about online behavior. specifically customize their
reviews of methods to increase consumer trust
specific resorts and reduce cognitive dissonance.
14 The world of Psychology and social theory According to the theory of
financial crisis, Adam Kessler
the most effective theoretical cognitive dissonance, individuals
cognitive
dissonance, and framework for explaining this experience psychological distress
economics
response is cognitive when events in the real world
disciplines
dissonance. "disconfirm" firmly held beliefs.
As a result, they may respond by
distorting or denying the reality of
the situation.
15 In the credit risk Understanding views and The research highlights the Arben Kita
market, revisions are processed shortcomings of trading models
expansion and differently by traders who when faced with exceptional
cognitive engage in smaller transactions events, highlighting the ongoing
dissonance compared to those who engage significance of judgment and
in bigger transactions, and how choice by humans in the financial
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this affects market dynamics in markets. Overall, this study

the presence of uncommon provides important new
events understandings of the complex
relationship between risk
assessment, cognitive processes,
and trading practices in the field of
finance.
16 Purchasing Several relationships like Financial, structural inequity, and
Eda Dişli
habits on the social, related to structure, and social linkages all had an adverse
Bayraktar
internet financial, affect cognitive effect on cognitive dissonance, and
examined the dissonance in the context of it was found that participants'
connections user preferences for online cognitive levels would suffer if
between shopping sites. Additionally, it their social, structural, and
interpersonal investigates how cognitive financial relationships increased by
marketing, dissonance affects customer only one unit. Also, it was
cognitive happiness and repurchase discovered that cognitive
dissonance, behavior, illuminating the dissonance had a negative and
satisfaction with complex interactions that go considerable influence on the
products, and into customer choices. satisfaction level of customers and
buying habits. their buying habits.
17 The relationship The function of
having By understanding the importance Mathias Frank
of psychological ability in the Mudu, Prof.
between emotional intelligence as a
setting of cognitive dissonance, one Zainab Dabo
investing mitigating factor in the might better understand investor and Dr.
behaviour. It empirically supports Mohammed
decisions and association among
cognitive dissonance's relevance in Bello Idris
cognitive psychological conflicts and the investing decision-making
process and shows the amount of
dissonance can individual choices It examines
influence it has on investor choices.
be moderated by how emotional intelligence
affects how cognitive
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emotional dissonance affects investment

intelligence. decisions.
3. Objectives
 To examine the theoretical research on rationalization for investing and cognitive dissonance.
 To determine the essential factors that affect how justification for investments interacts with cognitive
dissonance.
 To analyse a comprehensive overview of the knowledge of existing literature on cognitive dissonance and
investment rationalization.
 To determine the areas where additional research is required to fully understand this relationship.
4. Cognitive dissonance and Investment Rationalization
4.1 Cognitive dissonance
Cognitive dissonance is a psychological term for the perception of conflicting information as well as the mental
stress it creates. Examples of pertinent pieces of information include an individual's behaviors, feelings, thoughts,
beliefs, and environment-based items. When a person's action conflicts with their ideals or beliefs, they experience
cognitive dissonance, which can be uncomfortable. Anyone can experience this psychological condition. In the 1950s,
American psychiatrist Leon Festinger created the idea. A person experiences cognitive dissonance when they have two
connected but opposing cognitions. Festinger suggested that two concepts can be consonant or dissonant in his work. While
dissonant concepts contradict one another, consonants logically follow one another.
When a person expresses more than two opinions, their views, or conflicting values, or when their actions contradict their
beliefs or values, it can cause discomfort or tension. Humans are compelled by this discomfort to minimize the dissonance
and harmonize their ideas, attitudes, and behaviors.
Some of the important Elements of Cognitive Dissonance are:
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 Cognitive dissonance develops when a person recognizes contradictions or conflicts in their attitudes,
values, or beliefs. In this case, it may happen when someone learns that their choices or behaviors do not
match up with their financial objectives.
 People frequently feel uncomfortable when they encounter cognitive disparities. This unease may manifest
itself as anxiety, concern, regret, or any other feeling of unease. It could cause feelings of guilt or unease in
the context of investments.
 People are driven to decrease cognitive dissonance in order to decrease this discomfort. They achieve this
either by cognitive transformation (aligning thoughts and actions), behavioural change (aligning behaviours
and beliefs), or information searching (looking for facts and justifications to support their decisions).
4.2 Investment rationalization
Investment rationalization, which includes the methods and cognitive mechanisms people and organizations use
to rationalize and understand their investment decisions, is a crucial component of financial decision-making. In
the context of behavioral finance and economics, an understanding of investment rationalization is essential
because it clarifies how investors balance their choices with their financial objectives, tolerance of risks, and
psychological prejudices.
Some of the important elements of investment rationalization are:
 Information processing, evaluation, and decision-making are cognitive processes that are involved in
investment rationalization. Investors frequently analyse the advantages and disadvantages of their
investment choices, considering elements such as anticipated earnings, uncertainty, and their monetary
goals.
 The rationality of investments can be strongly impacted by cognitive distortions such as bias towards
confirmation, optimism, and risk tolerance. Investors may become influenced by these biases and look
only for data that confirms their choices, ignoring contrary information.
 A complex assessment of risk is necessary to justify investment decisions. Investors need to weigh the
possible effects of their decisions to see if they fit with their risk profile and larger financial plan.
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 Short-term and long-term benefits may be compared as part of the investment rationalization process.
Investors may justify short-term losses as a necessary component of a larger investing strategy designed to
help them reach future long-term goals.
4.3 Relationship between Cognitive Dissonance and Investment rationalization
A person experiences cognitive dissonance, a psychological condition, when they hold two or more beliefs that are
cognitively incompatible. By altering any number of the cognitions, introducing fresh cognitions, or choosing to
ignore the dissonance, one may reduce the psychological pain. Whereas Investment rationalization is the process
of supporting an investment decision, particularly one that has failed. Investors may use rationalization to minimize
cognitive dissonance and preserve their sense of confidence.
Investment rationalization and cognitive dissonance have a complicated and varied connection. However, evidence
indicates cognitive dissonance as an effective stimulant for rationalizing investing decisions. When faced with
cognitive dissonance, investors are more likely to use rationalization to ease their psychological pain.
Some of the factors influence the cognitive dissonance and investment rationalization relationship. Those
factors are:
 Scale of Loss: The process of rationalization occurs when investors experience a huge loss. This is caused
by chance that the financial loss could lead to a major cognitive difference.
 Investors self-confidence: When investors have a lower self-confidence level, it may cause
rationalization. This is because they should maintain a greater positive self-image.
 Investor’s Financial Literacy: Investors with a lower level of financial literacy are more inclined to use
rationalization. The reason for this is that they are less inclined to be able to identify and understand
various factors that contributed to their losses.
The relationship between cognitive dissonance and investment rationalization has several implications for
investors. Some of them are:
 It is essential to be aware of the way cognitive dissonance can influence investment choices.
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 Investors can reduce cognitive dissonance by being unbiased in their decision-making and by searching
for trustworthy data.
 Investors should be conscious of how factors like their confidence level, expenditures, and financial
awareness can influence cognitive dissonance.
5 Suggestions/Recommendations
The study suggests that the role of cognitive bias and investors experiences with the relationship between cognitive
dissonance and investment rationalization theory and how these relationships affect investors investment decisions
 Individuals and experts in the financial industry can make more informed and logical investment decisions
by recognizing the connection between cognitive dissonance and rationalization in the investing process.
 Financial advisors should incorporate behavioural data into their interactions with clients to successfully
manage cognitively dissonant investment practices.
 To avoid confirmation bias, investors should actively seek out many information sources and practice
ongoing observation.
 In order to provide investors with the tools they need to successfully go through the complicated world of
investment rationalization, legislators and regulators should take behavioural investment principles into
consideration when developing financial education programs.
6 Conclusion
Understanding the relationship among cognitive dissonance and investment rationalization is made possible by the
literature evaluation, which provides a strong foundation. It clearly explains the fundamental ideas, behavioral
impacts, explanation techniques used by investors, and the behavioral significance of this phenomenon. It also
emphasized how important it is for financial experts, investors, and officials to understand this link in practice. To
gain more knowledge of this complicated phenomenon, more in-depth research into influencing variables and a
closer examination of market dynamics would be helpful, and it might place a priority on empirical investigations
that look into the moderating factors affecting the association among the relationships of dissonance and
rationalization.
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References
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Challenges and Issues in the Education of Muslim Women in India
Rehana Abdul Hameed
(Research Scholar, Srinivas University, Mukka, Mangaluru-574146.
Email:rehana.hameed322@gmail.com)
Abstract
Education is the sole tool that amplifies the social, economic, and cultural development of
communities. Girls' education presents a significant opportunity for India to achieve social and
economic development. Education continues to be a top priority in India, with educating girls
becoming even more crucial in a country where women make up fifty percent of the human
resources and play a vital role in shaping the economic, social, cultural, and political fabric of
society. Among all religious communities, Muslims represent the least educated segment of
Indian society. The primary objective of this study was to identify the various challenges faced
by Muslim girls at different stages of their lives. The paper aims to analyse the educational
aspirations of Muslims in India. Additionally, the study sought to investigate the incidence of
discrimination and harassment experienced by rural and urban Muslim girls in higher
education. It is imperative to recognize that education can elevate their status in society, and
therefore, they should strive to improve their educational standing.
Keywords : Education, Girl’s Education, India, Muslims, Challenges, Discrimination
1. INTRODUCTION
Education is a fundamental right for every individual, transcending boundaries of religion,

caste, and region. The role of female education is paramount in fostering comprehensive
societal progress. The education of women impacts not only their families but also the broader
society. Without ensuring women's education, a nation's progress is impeded.
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A nation's development is closely tied to women's education. For the social and economic
progress of women, education is considered the most powerful tool. The attitudes of Muslim
females toward higher education play a crucial role in determining their attendance and
academic achievement. A positive attitude towards higher education not only empowers young
girls but also garners increased parental support for their present and future studies. It's evident
that without providing education to females, societal progress becomes extremely challenging.
Education, particularly women's education, holds a significant and transformative role in

society. This significance emanates not only from women constituting half of the population
but also from the profound impact it has on the well-being of families and the broader
community. As noted by Pt. Jawaharlal Nehru, the first Prime Minister of India, the education
of a man benefits an individual, but when a woman is educated, the entire family reaps the
rewards. Research further underscores the fact that educated girls grow into more effective
mothers.
Education serves as a powerful tool, liberating women from ignorance, enhancing their self-
esteem, and granting them the autonomy to shape their own lives, thereby contributing to the
progress of their families and society at large.
In the context of India, a developing nation with a significant Muslim minority, these benefits
are particularly pertinent. The Muslim community, constituting 14.23% of the population,
faces unique challenges in accessing higher education, compounded by gender-based barriers.
Access to higher education among Muslim women is generally lower compared to Hindu caste
women. According to the 2011 census, the literacy rate for Muslim males and females stands
at 62.41% and 51.9%, respectively. Notably, the literacy rate for Muslim females, at 51.9%, is
lower than that of all other religious communities and falls below the national average for
females, which is 65.46%.
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Economically, Muslims are often considered disadvantaged in the field of education.

According to the AISHE (2017-18) report, Muslim enrolment in higher education was a mere
4.3% in 2013-14, which slightly increased to 4.5% in 2014-15. This is notably lower than the
representation of other religious groups in India, despite the Muslim population constituting
14.23% of the country. (Mir, M. T., & Sadeeq)
2. EDUCATIONAL SITUATION
It is universally accepted facts that education is the most potent and effective tool to achieve
empowerment of any section of society. Although it is true that economic well-being also
makes a significant contribution in this regard, but the nature of positive change brought about
by education ensures a position of dignity for the individual and the community which instils
a sense of confidence and self-worth. Evolution of social and economic status are usually
natural outcomes of good education. Generally, Muslims lag behind in educational attainment,
their prospects of going beyond primary rather lower than that of Hindus and completing school
even lower. Enrolling girls in school is only half the battle, because it is meaningful only if
they complete the minimum of 8 years of schooling-which requires that their families be able
to resist the pressures of income generation and work in the home. For Muslim women, not
being able to enter the schooling system seems to be the first obstacle. Those that do manage
entry do not seem to be able to continue schooling, let alone go on to higher education. For
economically disadvantaged groups, such as Muslims, education would be the most promising
means of upward mobility. Backwardness of Muslims is well recorded. It is substantiated by
common place observation as well as Government statistics and reports. Different facets of
backwardness are also in the sphere of common knowledge now. There is consensus on
remedial measures also. It is now well established that education is the core and long-term
solution to address various facet of backwardness comprehensively. There is also a common
belief that Muslim parents feel that education is not important for girls and that it may instil a
wrong set of values. Even if girls are enrolled, they are withdrawn at an early age to marry
them off. This leads to a higher drop-out rate among Muslim girls. Our interactions indicate
that the problem may lie in nonavailability of schools within easy reach for girls at lower levels
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of education, absence of girl’s hostels, absence of female teachers and availability of

scholarships as they move up the education ladder. According to 2001 census Muslims
constitute 16,075,836 individuals or 25.20 per cent of the total population of West Bengal,
84.26% of the Muslims live in rural and 15.74 percent in urban areas. The incidence of illiteracy
among Muslim women in the state is 61.07% compared to 47.04% among Hindu women.
According to a report (National Family Health Survey 1992-93) in the age group of 13-49 years
only 1.4.p.c of Muslim women have read up to high school standard, while 6.9 per cent of non-
Muslim women are in the category. The percentage of Muslim women in the post-high school
education was stated to be 0.5 while that of non-Muslim women is 4.6. The ratios of Muslim
and non-Muslim in the categories are 1:7 and 1:9.
2.1 Rate of Literacy on the basis of Gender among various Religion Communities of West
Bengal (In Percent)
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Source: Based on Census Report, 2001, Govt of India
There is no doubt that Muslim women are educationally backward and their work
participation rate is low. However, this reality cannot be understood in a limited way. There
is a need to adopt a broader social, economic, political and programmatic perspective along
with the prevailing heterogeneity in terms of sect, region, class and gender. And I believe that
by adopting a broader perspective we would be in a position to establish the real cause of the
lower educational level of Muslim women especially in higher and job-oriented education
and the interventions required both at the policy / programmatic level and at the community
level. The education commission, Ministry of Education, Government of India, 1966, stated
that it is the responsibility of the educational system to bring different social classes and
groups together to promote the emergence of an egalitarian and integrated society. But
unfortunately, the educational development is very poor in India. Various efforts have been
taken in the post independent period to spread education among the masses. But result is not
very satisfactory, especially in the context of scheduled castes, scheduled tribes, minorities
and other backward communities or weaker sections. (Hossain, M. I. (2013)
3. Obstacles to Education for Muslim Women:
The causes of low educational performance among Muslim women have been a subject of
concern in India since Independence. Extensive research studies and surveys have shed light
on several prominent factors contributing to the low educational status and limited workforce
participation of Muslim women in the country:
 Poor Financial Condition of Muslim Parents.

 Lack of Awareness Among Parents About Modern Education.
 Restrictions on Girls Leaving Their Homes After Puberty.
 Household Responsibilities.
 Traditional Apathy Towards Female Education.
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 Lack of Dedicated Leadership Within the Muslim Community to Guide and

Encourage Girls.
 Schools Not Available Within a Reasonable Walking Distance.
 Shortage of Female Teachers in Schools.
 Inadequate Infrastructural Facilities.
 Curriculum Not Aligned with the Specific Needs and Requirements of Muslim Girls."
4. Review of related literature
Authors, (Year) Findings

1. Tasneem Shazli & 2. Sana Asma (2015) The studies done in the field of Muslim
women revealed that the lack of good
quality schools and hostel facilities for girls,
poor quality of teacher are believed to be
some of the important factors responsible
for the low level of educational attainment
among Muslims women. It is worthwhile to
say that Muslim women has a strong desire
and enthusiasm for education, but hurdles
like low access to schools in the vicinity,
poverty, financial constraints and
discrimination faced at school prevent them
from continuing education
AHMAD, F (2016) Education of Muslim women is not only the
problem of Muslims but it is the problem of
the whole country. The literacy rate among
Muslim women is 50.1% and among Hindu
women is 53.1%. The literacy rate among
Jain women is highest, it is 90.6%. There is
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30% difference between the literacy rate of

Muslim women and Jain women. Census
says that Muslims women’s educational
level is lowest among all religious
communities. Likewise, work participation
rate of the Muslim women is far behind the
national average. Their participation is
14.8% while national average is 25.6%.
Muslim women’s education has always
been a problem. The question arises for how
long will they not get education like their
male counterparts? The Quran does not
differentiate between the education of males
and females. The first verse of the Quran is
about acquiring knowledge. There is no
difference between males and females. In a
Hadith Prophet Muhammad says “getting
education is compulsory on all men and
women” Despite these teachings there is so
much difference between the education of
Muslim men and women. Can the Muslim
community progress without educating their
women? The answer is abs
Prodhan, J. M. (2021). : Most of the parents of Muslim community
are illiterate and they are not aware of the
necessity of girl’s education. They are even
unaware of their constitutional right and the
facilities available to them.
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Maurya, P. K. (2022). n. The difficulty is serious particularly for

Muslim women which must be taken care of
by the government also because the
community itself. It is obvious that the
national development is linked with the
expansion of all the sections of the society
and Muslim women also constitute a sizable
proportion of population of the country. It is
also very important that educated women
might not only be an honest citizen but also
a good mother
Shazli, T., & Asma, S. (2015). Muslim women should create willpower or
determination towards education so that
they can reach to a peak of elevation. Due to
the influence of ancient traditions and
practices in Muslim societies especially in
remote areas women loose courage from the
childhood and become dependable on man,
Parents also discourage their female
children for higher studies. Muslim women
suffer more because they are not given
enough freedom and hardly have access to
higher education, though even the primary
level education is not easily accessible to
them. There is also lack of schools and
colleges in the areas where there is a higher
concentration of the Muslim population.
Girls are enrolled in nearby schools and are
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not sent far off to study due to safety

reasons. Therefore, the Muslim women of
the day need to develop their capabilities
and making them more confident. These all-
demand a thorough discussion among policy
makers, academician and community
leaders.
5. SUGGESSIONS
The principal causes of low performance among Muslim women in the field of education can
be categorized into two broader groups: those that pertain to individual women within the
Muslim community and those related to educational institutions and constitutional provisions.
In presenting the status of women's education and my perspective on the reasons behind their
low educational status, I firmly believe that, among many factors contributing to the
backwardness of Muslim women, the primary issue is the lack of genuine and dedicated
leadership.
While the lack of awareness among parents about the importance of education is indeed a
significant factor contributing to poor educational status, it is also influenced by the absence
of guidance available to parents. Despite numerous constitutional provisions and
philanthropic schemes designed to alleviate the financial burden on parents, the question of
how to effectively utilize these provisions and schemes remains unanswered. The answer lies
in having committed leadership that can provide guidance and assistance at the right time.
Another important aspect is the need for motivation and encouragement that can boost the
morale of girls in the community. To address this, the community must invest in its capacity-
building efforts to develop leadership skills among educated individuals and establish a team
of leaders. This team can take on the responsibility of organizing orientation programs for
Muslim parents to guide and encourage them, as well as to motivate Muslim girls to enrol in
schools.
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It is essential to evaluate the aptitude of those trained for leadership roles. These leaders can
also provide guidance to girls in the final stages of their schooling, helping them explore
various vocational and professional educational programs. This group of leaders can assist
girls in taking advantage of government-provided financial schemes and philanthropic
support. Additionally, the role of non-governmental organizations (NGOs) in this endeavour
is significant, and they should take the lead in building and nurturing teams of leaders.
The assistance of NGOs is also crucial for promoting the participation of women in private
and public sector employment. Awareness programs regarding employment opportunities
should be organized, alongside preparations for various positions, by these NGOs. (Mir, M.
T., & Sadeeq, M).
6. CONCUSION
In summary, addressing the education of Muslim women in India is crucial. They face obstacles
like financial constraints, lack of awareness, and cultural restrictions, which hinder their
personal development and the nation's progress.
To tackle these issues, dedicated leadership is essential. Building a team of community leaders
in collaboration with NGOs can provide guidance and support, empowering Muslim women to
access diverse educational pathways and government support.
Improving the educational status of Muslim women is not just about social justice; it's a
strategic imperative for India's development. This research calls for government, community
leaders, and NGOs to unite and unlock the potential of these women for the nation's benefit.
REFERENCE
1. Mir, M. T., & Sadeeq, M. Attitude of Muslim Females towards Higher Education in
India: A Literature Review.
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2. Maurya, P. K. (2022). Indian Muslim women and education-status, issues and

remedies. Journal of Positive School Psychology http://journalppw. com, 6(3), 10038-
10044.
3. Hossain, M. I. (2013). Socio-economic and educational status of Muslim women: A
comparative outlook. Journal of education and practice, 4(10), 92-103.
4. Shazli, T., & Asma, S. (2015). Educational vision of Muslims in India: Problems and
concerns. International Journal of Humanities and Social Science Invention, 4(3), 21-27.
5. Prodhan, J. M. (2021). Problems Regarding Education Of Muslim Women In West
Bengal. Population Health And Regional Development: Challenges And Issues.
6. AHMAD, F. Educational Backwardness of Indian Muslims: Causes and Solutions.
7. Maurya, P. K. (2022). Indian Muslim women and education-status, issues and
remedies. Journal of Positive School Psychology http://journalppw. com, 6(3), 10038-
10044.
8. Shazli, T., & Asma, S. (2015). Educational vision of Muslims in India: Problems and
concerns. International Journal of Humanities and Social Science Invention, 4(3), 21-27.
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CSR Initiatives of Tata Consultancy Services Limited

- A SWOC Analysis
Savitha P. R. 1 & 2 & Ganesh Bhat S 3
1
Research Scholar, Institute of Management and Commerce,
Srinivas University, Mangalore, India
2
Assistant Professor, Department of Commerce,
GFGC, T. Narasipura, Karnataka, India
Orcid-ID: 0000-0002-6763-2745; Email: prsavitha2011@gmail.com
3
Research Professor, Institute of Management and Commerce,
Srinivas University, Mangalore, India
Orcid-ID: 0000-0003-1950-8536; Email: ganbhatbvr@rediffmail.com
ABSTRACT
Purpose: First-ever mandatory regulations on corporate social responsibility in India were enacted
by the Companies Act of 2013. All companies who have been covered under Section 135 of the
Act are obligated to invest a specified percentage of their earnings towards socially conscious
initiatives. The key objective of the present study is to examine the sample company's spending
patterns of corporate social responsibility activities through the SWOT analysis framework.
Design/Methodology/Approach: The present research is a case study of Tata Consultancy
Services (TCS) Limited. The study used secondary data from the annual reports of the sample
company, the Companies Act of 2013, and other research articles on corporate social responsibility
of Indian Corporate World.
Findings/Results: There is a higher level of compliance of corporate social responsibility
provisions by the sample company. The CSR expenditure of the company on CSR activities shows
the rising trend during the study period. The company contributes major part of the mandatory
amount to be spent on CSR related activities to the TCS Foundation. The company have has been
undertaking multi-year CSR projects and programmes. Promotion of Health, Education and Skill
enhancement in the local community are the prominent and prioritized CSR areas of the company.
The study also identified good financial performance, duly compliance with CSR-related law,
effective human capital, employee participation in CSR activities, and rich history of philanthropic
engagement of the company as well as its parent company, and strategic CSR policies are the main
factors that strengthen the CSR practices.
Practical Implication: The findings of the current research study will facilitate understanding the
effort of the sample company to address the social issues through its CSR activities.
Originality/Value: This research will contribute to the corporate world in complying with CSR
rules, designing the CSR policy of the company, and spending on needed activities on a priority
basis.
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Paper Type: Company Analysis

Keywords: Corporate Social Responsibility, CSR, Legal framework, Spending pattern,
SWOC/SWOT Analysis, Compliance
1. INTRODUCTION:
Being a part of society, business entities have been getting many benefits from society to achieve their
goals. In turn, through community development activities companies render needful services, which is
globally accepted and acknowledged as Corporate Social Responsibility. Corporate social responsibility
(CSR) is a self-policing corporate strategy that enables an organization to be socially accountable to its
customers, employees, and stakeholders, which is purely reverse thought of Thomas Friedmen Theory
“Business of the business is business and not working for society”. Companies can be aware of their
influence on society's economic, social, and environmental aspects by engaging in corporate social
responsibility, often known as corporate citizenship. The necessity of engagement of companies towards
social and environmental aspects was supported by the concept “Triple Bottom Line” coined by Jhon
Elkington The institutional theory of corporate social responsibility includes a number of hypotheses
outlining the circumstances under which businesses are likely to act in a socially responsible manner [1].
Corporate social responsibility (CSR) initiatives could improve relationships between businesses and
stakeholders [2]. One of the biggest challenges that corporations face now is the integration of corporate
social responsibility (CSR) programmes into their operations [3]. Organizations can gain from strategic
CSR through increased market share, organisational learning, more dedicated and engaged employees,
helpful external stakeholders, and favourable investor relations [4]. CSR is the modern strategic tool to
address community issues and can maximize its potential. Companies are under undeniable pressure to
satisfy the social requirements of their stakeholders while utilising limited organisational resources. As a
result, it becomes essential for the strategist to emphasize how efficiently the organization's resources and
market opportunities fit together creatively [5]. CSR activities have become inevitable for sustainable
development. Companies join their hands to achieve national and global sustainable development goals
through CSR initiatives. Sustainable corporate social responsibility (CSR) actions are essential and are
becoming more relevant. Through CSR, a company gains a responsibility to the community and its
stakeholders to support social welfare and sustainable development while adhering to national and
international laws, maintaining high standards of conduct, and displaying open management [6].
Environmental protection, employee welfare, social development goals, and managerial effectiveness are
some examples of a company's social responsibility efforts [7].
Corporate social responsibility has a long tradition in India, where industrial welfare has been pursued since
the late 1800s. Indian businessmen's generosity has historically been anchored on religion, similar to
western philanthropy. In the early 1900s, socially conscious business strategies included philanthropic
charitable contributions, community involvement, improving employee wellbeing, and encouraging
religious behaviour [8]. Till 2014, many companies voluntarily rendered their responsibilities toward CSR.
The Indian Companies Act, 2013 mandates that large Indian companies spend 2% of average net profit on
CSR initiatives every year and disclose such expenditures in their financial statements and a separate CSR
report [9] in their annual report. Our empirical findings indicate that the UK's requirement for mandatory
CSR reporting notably enhances the quality for CSR reporting [10].

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1.1 Legal Framework of Corporate Social Responsibility

Section 135 of the Companies Act 2013 and the Companies (Corporate Social Reasonability Policy) Rules,
2014 gives the legal provisions relating to corporate social responsibility of companies in India. The
regulations and rules specified by the enactment are mandatorily applicable to companies covered under
section 135(1) of the Companies Act, 2013. The mandatory provisions of Section 135 of the Act came into
force from 1st April 2014.
Table 1: Legal Framework of Corporate Social Responsibility
The Companies Act, 2013

Section Relates to
135(1) Applicability of CSR provisions: Section 135 of this Act, applicable to-
 Companies having a net worth of Rs.5000 crore or more during the
immediately preceding financial year, or
 Companies having a turnover of Rs.10,000 crore or more during the
immediate preceding financial year, or
 Companies having a net profit of Rs.5 crore or more during the immediate
preceding financial year.
CSR Committee: Companies covered under section 135(1) required to
constitute CSR committee consists of three directors including at least one
independent director
135(2) Disclosure in Board Report: The board report of a company must disclose the
composition of the CSR committee.
135(3) Functions of CSR Committee: Main functions of CSR Committee includes the
following:
 Formulation of CSR Policies of the company
 Recommendation to the Board on the activities to be undertaken under
CSR
 Recommendation of the amount to be spent on CSR being 2% of the
average profit of the preceding there years.
 Monitoring the CSR projects, programmes, and other activities
undertaken by the company
 Monitoring the policies relating to the CSR
135(4) Responsibility of Board: The board is responsible to approve the CSR policy of
the company based on the recommendations of the CSR committee.

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135(5) CSR Expenditure: The board shall ensure the specified amount to be spent by
the company on CSR activities during every financial year. The Act specifies that
the company must spend at least 2% or more of the average net profit of the
immediate three preceding years on the corporate social responsibility of the
company.
135(6) Unspent Amount: In any financial year, if a company fails to spend the
minimum mandatory amount to be spent on CSR activities and any unspent
amount on ongoing CSR projects/programmes, the board shall specify the
reasons for the unspent amount in its CSR report and ensure that such amount
transferred to unspent CSR account within the specified time limit.
135(7) Penalty for non-compliance of provisions of Section 135(5) and Section
135(6): Companies shall be liable for a penalty which is the least of the
following:
one crore rupees or Twice the amount liable to transfer by the company to the
CSR fund.
Every officer of the company who is in default shall be liable to a penalty
which is least of the following:
Two lakh rupees or
The unspent amount of CSR account or
One-tenth of the specified amount is to be transferred to CSR activities.
The Companies (Corporate Social Responsibility Policy) Rules, 2014
Rule Relates to
Rule 1 The rules relating to CSR are named “The Companies (Corporate Social
Responsibility Policy) Rules, 2014”.These rules came into force on 1st April
2014.
Rule 2 Definitions: Rule 2 gives the definition of Corporate Social Responsibility, CSR
Committee, CSR Policy, and Net profit
Rule 3 CSR: Rule 3 states that, every Indian company having its subsidiary or holding
company and every foreign company having its branch office or
Rule 4 CSR Activities: This rule specifies the activities which are covered under CSR
of section 135 of the Act. The main areas of CSR activity include,
 Eradication of poverty, malnutrition, and hunger and promotion of health
care.

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 Promotion of education, special education, and employment-enhancing skills

 Women empowerment and gender equality
 Environmental sustainability, conservation of natural resources, protection of
flora and fauna, and protection/enhancement of ecological balances.
 Protection of art, culture, and national heritage of India.
 Measures for the benefit of armed staff and their dependents
 Promotion of research and development
 Development of rural areas and slum areas
 Disaster management
Rule 5 CSR Committee: CSR committee refers to a committee constituted under
section 135(1) of the Companies Act, 2013.
Rule 6 CSR Policy: The CSR policy of the company includes
 List of planned programmes or projects relating to CSR activities of the
company
 Information relating to the manner of implementation of CSR programme or
projects
 Monitoring process of CSR projects or programmes of the company
Rule 7 CSR Expenditure: The amount spent on all approved project or programmes of
CSR activities by the company during the financial year shall constitute the CSR
expenditure of the company.
Rule 8 CSR Reporting: Corporation social responsibility activities undertaken by the
company as per its CSR policy must be included in the annual report of the
company in the specified manner.
Rule 9 Display of CSR related activities: The board of the company is responsible for
the display of approved CSR Policy of the company in the company’s website.
(Source: Bare Acts: the Companies Act, 2013 and the Companies (Corporate Social Responsibility Policy)
Rules, 2014)
1.2 Tata Consultancy Services Limited: A Brief Profile
Tata Consultancy Services (TCS) is an Indian multinational company. The company was founded in 1968
by J.R.D.Tata. Its corporate headquarters is in Mumbai. Globally, the company offers outsourcing,
consulting, and information technology services. TCS has more than 50 subsidiaries and is a part of the
renowned Tata Group, a parent business. It is the second-largest Indian multinational corporation that offers
IT services across the world. Currently, the organization has 150 business locations in 46 different
countries. The company is listed both in BSE and NSE.

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1.3 CSR Practices of TCS

In India, TCS was a pioneer in implementing voluntary CSR practices and has made significant CSR
investments since the implementation of the Companies Act, 2013. The company mainly focused on the
health sector. Tata Group has reached out to people in order to raise their standard of living, realize their
aspirations, and take advantage of their marketable abilities [11]. There exists a vast variation in CSR
expenditure motivations among Indian enterprises according to company characteristics. Large and strongly
established companies spend CSR expenditures with a concern for community development and a desire to
have a positive reputation and relationship with third parties [12]. Various areas and sectors in which TCS
mainly focuses are exhibited in the table given below:
Table 2: Focus Areas CSR Activities of TCS Limited
Sl. No. Focus Areas Sectors of CSR Activities/projects
1 Education and skill a) Promoting Education among women, children, and differently-
building abled persons
b) Special Education for children, women, and differently-abled
persons
c) Enhancement of employability skills (through education and
training)
d) Project boosting Livelihood opportunities. (through education,
training, and providing facilities)
2 Health and Wellness a) Eradication of poverty, hunger, and malnutrition

b) promotion of sanitization and preventive health care and
sanitization
c) Contribution to disaster relief (promotion of health and wellness)
d) Technical support to hospitals
e) financing high sanitization of hospitals
3 Environment a) Environment sustainability and ecological balance

sustainability b) conservation of natural resources
c) maintaining the quality of soil, air, and water
d) protection of flora and fauna
e) animal welfare
f) Agroforestry
4 Disaster Relief a) Contribution to Prime Minister National Relief fund

b) Contribution to other relief funds of the central government
5 Protection of a) Protection of natural heritage, art, culture
heritage buildings b) Restoration of buildings/sites of natural importance and work of art
c) Setting up public libraries
d) Development of traditional art and handicraft

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6 Contribution to Trust a) Contribution to TCS Foundation

and Foundation b) Contribution to other trust/foundation engaged in Social welfare
activities
7 Other focused areas a) Promotion of Gender Equality

b) Empowering Women
c) Setting home and hostel for women and orphan
d) Setting up old age home
e) Setting up day care Centers
f) providing facilities to senior citizens
(Source: Annual Report of TCS Limited from 2014-15 to 2021-12)
2. REVIEW OF LITERATURE: The existing literature on corporate social responsibility is

reviewed for the study. The literature review mainly focused on practices, initiatives, disclosure and
compliance of corporate social responsibility and exhibited in the following table.
Table 3: Review of literature relating to CSR
Sl. Area Contribution Author Name

No.
1 CSR Practices The CSR practices of sample companies Kundu, B. (2014).
belonging to the power and electricity sector [13]
were the subject of the study. The investigation
provided a comprehensive overview of CSR
practices. Although all of these businesses are
performing well in terms of CSR initiatives, the
researcher has recommended more effective
CSR initiatives.
2 Effect of CSR on The study identified that CSR significantly

Employee Cognizance affects employee job engagement. CSR can
Bindhu D & Niyaz.
improve employee attitudes and behaviors
while also assisting firms in succeeding, which (2022) [14]
makes it a win-win situation. Therefore, entities
must give top priority to staff in their CSR
initiative. An equal importance must be given
to four components of CSR viz economic, legal,
ethical, and discretionary duties. There is an
inevitable ramification for each dimension. The
results show that CSR charitable responsibility
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affects work attitudes, job happiness, and

organizational commitment
3 Disclosure of CSR The study is interested to know the extent of HS Sandhu, S Kapoor
initiative involvement of corporate entities. It gives an (2010)
insight into the corporate entities’ engagement
[15]
through the social scores. Companies are falls
under high level, medium level, and lower level
of engagement in CSR initiatives.
4 CSR strategic The study attempted to study the strategies of G. Nandini Prabhu1
practices CSR practices of sample Banks in India. The & P. S. Aithal. (2021)
findings of the study found that societal CSR [16]
activities are offered as pure social
4responsibility of the group without any
commercial expectation. The societal CSR
activities include Open-minded treatment of its
employees and further identified customer
retention strategies through CSR.
5 CSR on financial An explorative study was conducted to know Okafor, A., Adeleye,
performance the impact of financial performance on CSR B. N., & Adusei, M
expenditure. The study observed that (2021) [17]
Technology companies spend huge amounts on
CSR activities. Companies spend more nd more
amount with the increase in its profitability.
6 CSR effect on The study analysed the effect of CSR on the A Perrez (2020) [18]
Corporate Reputation wellbeing of the company. It was found that the
corporate reputation is the outcome of CSR.
7 Role of CSR in Rural The study examined the contrition of the Pradhan, S., &
development companies under CSR practices for the rural Ranjan, A. (2011).
development. The study came to the conclusion [19]
that Indian businesses, regardless of size,
industry, or corporate objective, considered
social responsibility as a critical business
challenge. CSR initiatives thus benefit the
growth of rural communities as well as their
businesses. The study also provided insight
into CSR practices in India that could really
help corporate organisations conduct CSR
initiatives more effectively.

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8 CSR initiatives and An empirical investigation was conducted to

practices analyse the CSR initiatives and practices in the
metal and mining industries. The study found
that, the disclosure practices significantly Ajay K Singhal
enhanced after the affirmative policy regarding (2021) [20]
CSR
9 CSR Practices and The study was conducted to know the Poddar, A., Narula,
Sustainable relationship between the CSR activities of S. A., & Zutshi, A.
development Indian companies and Sustainable Development (2019). [21]
Goals. Indian companies spend the CSR
expenditure on climate change, biodiversity,
sustainable production and consumption, and
conservation of flora and fauna
11 Legislated CSR Corporate social responsibility (CSR) is often Panwar, R., Nawani,
thought of as a voluntary activity that identified S., & Pandey, V.
sponsors, but government involvement in CSR, (2018 [22]
or what we refer to as mandatory CSR, has been
growing globally. However, there are regional
differences in the type and reach of CSR
regulation. To explore thoroughly how and why
CSR legislation originates and what their
potential ramifications for CSR might be, this
chapter provides a broad overview of CSR laws
while also presenting a detailed examination of
a specific CSR legislation, the CSR law of India.
12 Influence of CSR Attempted to know the influence of CSR on the Ingale, D. (201984-
various industries like IT, Automobile, Retail, 92. [23]
Banking, and FMCG. It was found that there
exists a positive influence of CSR, but on
different factors
13 The notion of CSR The study mainly focused on the CSR Bindhu D. 1 & Niyaz
activities contribution of the sample company. The study (2021) [24]
found that CSR activities must be an integral
routine part of an organization. CSR activities
help a business firm to acquire goodwill while
engaging in its social commitments. As a result,
enterprises must assess and emphasize CSR
efforts as an integral part of their daily
operations.

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3. RESEARCH GAP:
CSR is an interesting area in academic research, as it connects business with community development. So
far, many extensive research studies have been conducted on a topic related to CSR. The involvement of
companies in business responsibility activities depends on their strength and strategies along with legal
provisions. The trend of spending amount in CSR activities has been changing since the implementation
of the Companies Act, of 2013. It observed from the literature survey that, Indian companies are following
Section 135 of the Companies Act, 2013. Although, the level of compliance with CSR-related legal
provisions, policies, and, initiatives is different among them. There are no in-depth studies available
recently covering all these aspects. The present study concentrates on Tata Consultancy Services Limited
to understand the spectrum of CSR initiatives and explore its trend.
4. RESEARCH AGENDA:
The current research study is conducted with the following research agenda to answer a few basic questions:
a) Is the sample company in compliance with CSR-concerned legal provisions?
b) In which area and activity of CSR is the sample company concentrated?
c) Does the sample company contribute for skill-building initiatives under CSR?
5. OBJECTIVES OF THE STUDY:
Objectives of the study include:

a) To understand the level of compliance with CSR provisions by the company.
a) To analyse the CSR spending patterns of the company.
b) To understand the Skill development initiatives undertaken by the company under CSR.
c) To analyse the CSR Practices of the company through the SWOT Analysis framework.
6. RESEARCH METHODOLOGY:
The study uses an exploratory research method. The research is based on secondary data, which are secured
mainly from the published annual reports of the sample company from the year 2014-15 to 2020-22,
previously published literature, and the Companies (Bare) Act, 2013. The Content Analysis method is used
to understand the data and achieve the research objectives.
7. DATA ANALYSIS AND INTERPRETATION:

7.1 CSR Practices and Spending Patterns of TCS
The focus areas of CSR practices of the company include Education and Skill building, Health and wellness,
Environment sustainability, contribution to disaster relief, restoration of heritage buildings, Contribution to
the foundation or trust engaged in social development activities to promote the community development in
various forms, other activities like women empowerment, gender equality, and the like. The corporate
responsibility strategies of the company incorporate sustainable development and an inclusive approach.
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The company implemented CSR projects or activities directly or through the TCS foundation or through
implementing agency.
Table 4: Average Profit before Tax, CSR Budgeted, Actual CSR Expenditure and Unspent amount
(Rupees in crores)
Year Average Profit Amount to be Spent Amount actually Spent Amount Unspent
2014-15 14250 285 219 66
2015-16 17994 360 294 66
2016-17 22275 446 380 66
2017-18 24868 497 400 97
2018-19 27078 542 434 108
2019-20 30003 600 602 0
2020-21 33153 663 674 0
2021-22 35086 716 727 0

Source: Annual Reports of TCS Limited from 2014-15 to 2021-12
Graph 1: CSR Budgeted Amount, Amount spent and Unspent amount details of TCS Limited

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800
716727
700 663674
Amount in Crores Rupees
600602
600
542
497
500 446 434
400
380
400 360
285 294
300
219
200
97 108
100 66 66 66
0 0 0
0
2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21 2021-22
Years
Amount to be Spent Amount actually Spent
Amount Unspent Linear (Amount actually Spent)
Table 4 and Graph 1 exhibit the facts and figures of average profit, CSR budgeted, CSR Expenditure, and
amount unspent from the financial year 2014-15 to 2021-22. The Average profit after tax of the immediately
preceding three years increased from Rs.14250 crore in the year 2014-15 to Rs.35086 crore in the year
35086, which is 146.21%. CSR budget computed at 2% on the average profit also increased from Rs.285
in 2014-15 crore to Rs.716 crore in 2021-22 at the rate of 151.23% to the base year 2014-15. The company
has spent less than the 2% CSR budget and kept the unspent amount from 2014-15 to 2018-19. More than
2% of the average profit from 2019-20 to 2021-22 was spent by the company on community development
activities. There is a rising linear trend in the company’s corporate responsibility practices.
Table.5: Focus Area-wise CSR initiatives and Spending Pattern in TCS Limited
(Rs. in Crores)
Year Educati Health and Environment Disaster Restoration of Contribution Others Total
on and Wellness sustainability Relief heritage to TCS
Skill building Foundation
Building
2014-15 34.38 21.05 1.99 17.37 3.63 140.00 0.00* 218.42

2015-16 78.08 79.44 0.07 18.24 0.33 118.07 0.00* 294.23
2016-17 90.60 88.30 0.60 0.00* 0.20 200.00 0.00* 397.70

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2017-18 91.00 136.00 1.00 0.00* 0.00 172.00 0.00* 400.00

2018-19 39.00 292.00 3.00 1.00 1.00 92.00 0.00* 434.00
2019-20 116.00 175.00 6.00 2.00 0.00* 303.00 0.00* 602.00
2020-21 28.00 22.00 1.00 273.00 1.00 350.00 0.00* 674.00
2021-22 14.00 17.00 2.00 0.00* 0.00* 680.00 14.00 713.00
Total 492.06 837.79 15.66 311.61 6.16 2055.07 14.00

(0* represents less than 0.05 crore rupees spent on projects/activities)
Source: Annual Reports of TCS Limited from 2014-15 to 2021-22
Graph 2: Focus Area-wise Spending Pattern in TCS Limited
800
700
Amount Spent in Crores Rupees
600
500 Contribution to TCS Foundation
400 Restoration of heritage building

Disaster Relief
300
Environment sustainability
200 Health and Wellness
100 Education and Skill Building
0
2014- 2015- 2016- 2017- 2018- 2019- 2020- 2021-
15 16 17 18 19 20 21 22
Year
Table 5 and graph 2 reveals the TCS Company’s social capital investment details for the sample period
covering from 2014-15 to 2021-22. The investment of social capital in Health and wellness as well as
education and skill building is in the increasing trend from 2014-15 to 2019-20. There is a marginal
investment in environmental sustainability projects out of CSR funds. The company has contributed the
highest amount in the year 2020-21 to disaster relief. TCS also shows its concern for the protection of
heritage buildings and sites of national importance.
Chart 1: Consolidated CSR Expenditure in TCS Limited from 2014-15 to 2021-22

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13%
55%
23%
1%
8%
0%
Education and Skill Building Health and Wellness

Environment sustainability Disaster Relief
Restoration of heritage building Contribution to TCS Foundation
Graph 2 and chart 1 shows the core areas and activities where TCS Limited has been connecting the
community through its corporate responsibility activities. TCS Limited has spent 55% of the amount
through the TCS foundation during the study period. Community health and wellness have been given
prime priority and education and skill building are given the second priority during the sample period. The
company has spent 23% and 13% of its total CSR expenditure during the sample period. The company has
spent less than 10% of its total CSR expenditure on environmental initiatives, contributions to disaster
relief, and the protection of heritage buildings.
7.2 Compliance with mandatory CSR provisions and rules by TCS Limited
The government of India urged companies in CSR initiatives through the enactment of the Companies Act
2013. The statutory pressure impacts the companies’ heterogeneity [27]. Although, corporate social
responsibility is typically conceptualized as a discretionary pursuit that firms voluntarily engage in; the
intervention of the government in this regard is known as legislated CSR.. The nature and scope of CSR
legislation. However, vary among countries. This chapter provides a broad overview of legislated CSR but
it also presents a detailed analysis of a specific CSR legislation, the CSR law of India, in order to closely
examine how and why CSR legislations emerge and what could be their implications for CSR [28].
A three-point Likert-type structured questionnaire is used in the study. Non-compliance mandatory CSR
scores 1, moderately complied scores 2, and extremely complied scores 3. The highest expected score will
be three. The average legal compliance scores of the company during the sample period along with the gap
in the score between them are given in table 5. The gap score is the difference between the expected score
and the gap score.
The average legal compliance score of all the provisions/rules is exactly equal to the expected score. This
score indicates that there is a higher level of legal compliance with mandatory CSR provisions/rules in
TCS Limited.
Table: Average Legal Compliance Score TCS Limited

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Sl. CSR Provisions/rules Average Gap

No. Score Score
1 Whether the company constituted CSR Committee? 3 0

2 Whether the CSR committee of the company formulates the CSR 3 0
policy and recommends the same to the board?
3 Whether the CSR policy of the company comes under the areas 3 0
prescribed under Schedule VII of the Companies Act?
4 Whether the committee recommends the amount of CSR 3 0

Expenditure?
5 Whether the committee monitors the CSR policy of the company? 3 0
6 Whether the board of the company approves the CSR policy 3 0

recommended by the board?
7 Whether the company discloses the CSR policy of the company in 3 0

the company website
8 Whether the board ensures the activities indicate the CSR policy of 3 0
the company?
9 Whether the board considers profit after tax for the calculation of the 3 0
amount to be spent on CSR activities?
10 Whether the company computes the average net profit after tax for 3 0
the preceding three years?
11 Whether the company computes the minimum amount of CSR 3 0
expenditure which is equal to 2% of the average net profit?
12 Whether the board gives preference to spend the amount for the 3 0
social welfare of the local community?
13 Whether the company has a valid reason for the unspent amount of 3 0
mandatory minimum CSR expenditure in any year?
14 Whether the company keeps the unspent amount as per the CSR 3 0
norms?
Source: Annual Reports of TCS from 2014-15 to 2021-22

7.3 CSR –based Skill Development initiatives of TCS Limited
Skills determine the ability to achieve goals and execute better plans. Keeping this in mind, the Government
of India introduced the initiative of ‘Skill India’ in 2015.
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UDDAN:
UDAAN was a program to enhance the employability of Kashmiri youth. The TCS was the first company
to sign a Memorandum of Undertaking with the National Skill Development Corporation to increase
employment among youths from Jammu & Kashmir. Udaan aimed to improve participants' work
opportunities and industry-relevant skills through a 14-week training programme designed by TCS.
In the financial year 2014-15, 200 youths were trained by the organization of which 126 of them obtained
job offers from TCS. 75% of the applicants were mobilized for Operation Megh Rahat, of the Indian Army.
During the financial year 2015-16, the programme trained 497 youths, of whom 244 secures jobs in TCS
Limited. More than 100 people get job opportunities in various sectors. 743 young job aspirants have
undergone training in the year 2017–18. Of them, 675 have received job offers from TCS.
EMPOWER
Empower was a CSR-initiated skill development programme of TCS. This programme aimed to build the
capacity and capabilities of its support and contract staff of the TCS office. Empower offered skill training
in basic knowledge of computers, English communication, and relevant soft skills. In 2014-15, 480 1200
in 20165-16, and 2178 in 2016-17, and around 2000 support and contract staff in 2017-18 have benefited
from this program.
Academic Interface Programme (AIP)
AIP is a skill-based programme. Through this programme the company shows its commitments towards
designing the curricula as per the industry needs, improvement of employability of students and
empowering the faculty of academic institutions. The TCS have assisted 37 boards of various institutes
across the counting to revamping their industry trends and needs. In addition, TCS aimed to serve as a
partner in establishment of IIT in Vododara, Guwahati, Tiruchirppalli, Nagpur and Ranch by singing MOU
with the respective state governments. In Financial year 2014-15, 993 workshops were conducted under
AIP reaching 1,51,834 students. In addition, 318 faculty development programmes were also conducted
which reached 10,757 faculty members. In the financial year 2015-16, hundreds of students and faculty
members were the beneficiaries this programme.
Advanced Computer Training Center (ACTC)
The Advanced Computer Training Centre (ACTC) was launched by TCS Maitree in 2008. The company
has initiated this programme that offers IT-enabled vocational courses that are in line with industry
standards, personality development, and training in corporate culture to boost employment among people
with visual impairment. This innovative programme strives to close the digital divide between visually
impaired people and individuals with the necessary IT/ITES capabilities. The programme also provided
trainees with employment opportunities.
BrigdeIT
BridgeIT is a special initiative of TCS. The programme uses Information Technology as a vital tool in
adult literacy programmes, school education, and the creation of efficient entrepreneurs in remote villages.
Rural communities are successfully educated via the use of technology, which also offers a platform for the
development of concepts and abilities that might boost employability and living standards. The programme

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has 437 active digital entrepreneurs that are offering digital services to 200,000 beneficiaries on average
every three months till the year 2020–2021. BridgeIT has empowered 321 entrepreneurs across 20 districts
and 9 States in FY 2022.
Youth Empowerment Programme
TCS launched the Youth Empowerment Programme (YEP) to tackle India's socioeconomic issues. The
programme emphasized the challenge of unemployment, underemployment, and difficulty accessing well-
paying jobs among the Indian youth. Through the development of skills in arithmetic ability, logical
reasoning, communication, programming, and domain knowledge, YEP connects India's young to
employment in the digital economy. The programme also imparts interview skills and career assistance to
empower young people in navigating the market's prospects. In FY 2022, more than 19,700 students were
trained in India and LATAM, of whom more than 7,400 students gained employment in sectors such as IT
and ITeS, Retail, Banking, and others. Today, the program runs in 35 States & Union territories across
India.
Ignite My Future (IMF)
Ignite My Future (IMF) enables instructors and develops career abilities. IMF empowers educators and
creates the skills of the future. The workforce of the future will need modern skills and competencies to be
productive as technological transformation picks up speed. One such cutting-edge talent is computational
thinking, which not only gives students a problem-solving attitude but also opens doors to high-skilled
employment, allowing communities to gain from the adoption of new technology. Nearly 435,000 students
and instructors were empowered by the initiative in FY 2022.
IT and BPS Employability Programme
TCS introduced the IT and BPS Employability programme, which aims to enhance the employability of
students from rural colleges by educating them in business and technical skills, general aptitude, business
English, and corporate culture, to close the employability skill gap. In FY 2019, 2,528 participants in the
IT and BPS Employability programs joined TCS.
7.4 SWOC Analysis of TCS’s CSR Initiatives

SWOC (Strengths, Weaknesses, Opportunities, and Challenges) Analysis is a strategic planning technique
that is used as an assessment to evaluate a company’s competitive position and help the company to develop
more effective strategic planning to reach its goals. Many research studies used SWOC/SWOT analysis to
identify the Strengths, Weaknesses, Opportunities, and Threats through the evaluation of internal and
external factors of the organization of the related studies [29], [30],[31]
The present study attempted to assess the sample company through the SWOC Analysis framework.
Internal Factors
STRENGTHS:
 Philanthropic business family: The Company belongs to a great TATA Group, a parent company
that has been continuously engaged in philanthropic activities.
 Financial performance: The financial performance of the company is in increasing trend from
year to year. This enables the company to involve in business social responsibility activities [32],
[33].
 Sustainable development: The Company strongly believes in sustainable development and
inclusive development through its CSR initiatives.

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 Corporate and Brand image: The Company assists to provide education, skill-building, Health
and wellness programmes, etc. through its CSR initiatives. In long run, CSR activities build the
corporate and brand image [34].
 Investment opportunities: As the public image of the company enhancing through its CSR
practices, wider investment opportunities are available to the company.
 Employee engagement: Employees of the company always show their interest to involve
themselves in CSR programme of the company. Employees are also enhancing their domain
knowledge and skill through participation in the programme either as a trainer or beneficiaries.
 Monitoring team: CSR committee identifies the thrust areas for its CSR activities and regularly
monitors its CSR programme/project.
 Subsidiaries: The company has a number of subsidiaries, which are also involved themselves to
help the local community development in which they operate.
 Own Foundation for CSR: The company has its own foundation called TCS Foundation to
implement the company’s CSR project/programme by meeting the justice needs of customers, CSR
is likely to increase customer satisfaction.(gellberth J)
WEAKNESSES:
 Multi-year project: It is observed from the business responsibility reporting, the company
implemented a multi-year CSR project with huge CSR expenditure. This will reduce the
opportunity to extend its service to more stakeholders.
 Lower awareness about CSR programmes: The company or the implementing agencies have not
been creating awareness about their social sustainability programme.
External Factors
OPPORTUNITIES
 Creation of new customers: The CSR activities of the company pave the way to create new
customers.
 Create awareness among the public: The employees and the implementing agencies must put
their effect to create awareness about the CSR activities of the company.
 Memorandum of Undertaking: The company can sign the MOU with the Government
organization, Implementing agencies to provide better services through its CSR practices.
CHALLANGES:
 Specified areas to be focused: The Companies Act, 2013 restricts the company to spend the CSR
amount only in areas mentioned in Schedule VII. Initiatives that are not covered under Schedule
 Public Policy: There is no public policy related to CSR. Community people are not actively
engaged in the CSR programme of the company.
 FINDINGS
The following main findings are observed from the present study of Tata Consultancy Services Limited.
a) The company has been continuously showing its true community commitment to reduce the
disparities in the social, economic, ecological environment, and the like through its CSR practices.
b) The company gives priority to addressing the issues of the local community. The company’s CSR
activities are taking place at PAN in India and also concentrating global CSR initiatives throughout
its subsidiaries across the world.
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c) The company has been spending more amount of its CSR budget through its own foundation called
TCS Foundation.
d) Health and wellness and Education and skill development are the key focus area of CSR practices
of the company.
e) In the year 2020-21 the company has contributed a huge amount to the national relief fund to face
the COVID pandemic issued by the nation. It shows the effective strategy and real concern of the
CSR committee and Board of the company.
f) Throughout the study period the company duly complied with the legal provisions of CSR under
the Companies Act, 2013, and Companies (CSR) Rules, 2014.
g) The amount spent on CSR initiatives shows a rising trend during the study period.
h) Many of the CSR projects are multi-year requiring huge social capital mainly to promote skill
education and health initiatives.
i) Keeping in mind the fact that skills possessed by the youth, women as well as school children the
company has been engaging in numerous skill development initiatives.
j) Good financial performance, duly compliance with CSR-related law, effective human capital,
employee participation in CSR activities, and rich history of philanthropic engagement of the
company as well as its parent company, and strategic CSR policies are the main factors that
strengthen the CSR practices.
8. SUGGESTION:
The company and the implementing agencies need to create awareness among the public at the national
level to make the CSR practices of the company more useful both to the community and the company.
9. CONCLUSION:
Many Indian Companies are actively engaged in the CSR arena either voluntarily or due to statutory
compulsions. The volume both in terms of the number of companies and the amount of CSR contribution
drastically enhanced after the enactment of legislation relating to corporate social responsibility in India.
Companies always aimed to reach sustainable development through their CSR practices and initiatives. The
degree of involvement of companies in community development slightly differs among the industries.
Indian Companies frame their own CSR strategies within the umbrella of legislative CSR. CSR strategies
of a company are mainly influenced by philosophic, operational improvement and business model
transformation. CSR practices and initiatives of companies based on different models ultimately facilitate
community development to reduce social problems. Tata Consultancy Services Limited makes a
remarkable contribution to meeting its social responsibility. TCS is aims and committed to serving the local
community and the global community through its subsidiary.
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Theme-Management-Environmental Sustainability
Research Paper Title:
A study on relevant, effective, and valuable waste management practices and the benefits- case study
of Waste is Gold company, Bangalore
Authors:
1. Dr.Meera Uday
Professor & Head-Academics
Srinivas University-Bangalore campus, udaymeera@gmail.com, 9900312933
2. Dr.C.N.Udayashankar
Associate Professor & HOD, Operations & Supply chain Management
M.S.Ramaiah Institute of Management, Bangalore
uday.129shankar@gmail.com, udayashankar@msrim.org, 9900237806
Keywords: Dry waste, Wet waste, Organic waste, Inorganic waste, Waste management, Segregation,
Centralized waste management, Decentralized waste management.
Abstract:
Waste Management is a big challenge to any Building, City, and Government to a large extent.
People produce waste in two forms organic and non-organic and industrial waste is very hazardous
to the environment and needs serious attention. In this context, understanding the trends in waste
management technologies and their practicality at the grass- root level, becomes very important.
Therefore, our study is focused on the trends of waste management practices and their benefits.
Annually about 31 million tonnes of municipal waste are dumped into landfills causing health and
environmental hazards our objective is to reduce these landfills by alternate waste management
techniques and practices.
The objectives of the study are listed below.

1. To understand the generation of waste and its impact on the environment.
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2. To study the trends and technologies of waste management practices by visiting waste
management project locations
3. To analyze the benefits of waste management practices and their importance in future
Introduction:
United Nation (UN) SDGs-Sustainable Development Goals
The 2030 Agenda for Sustainable Development, adopted by all United Nations Member States in 2015,
provides a shared blueprint for peace and prosperity for people and the planet, now and into the future.
At its heart are the 17 Sustainable Development Goals (SDGs), which are an urgent call for action by
all countries - developed and developing - in a global partnership. They recognize that ending poverty
and other deprivations must go hand-in-hand with strategies that improve health and education, reduce
inequality, and spur economic growth – all while tackling climate change and working to preserve our
oceans and forests.
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UN has initiated 17 SDGs for a better living of human beings on Earth and also taking care of
environment.
Out of 17 Goals, We have considered Goal numbers 11 and 15, Goal 11 focus on Sustainable cities
and communities and Goal 15 emphasise on Life on Land. Life in a Big city like Bengaluru is fast
paced and people have lesser time to care about environment. And moreover there are many apartments
(Larger, Mid size and small size) wherein 1000s of houses are built and many residents find it
challenging to dispose waste generated in apartments. There are many ways to recycle the waste
generated in apartments. This research paper focuses on organic waste recycling and management
process.
It is found that the annual waste generated worldwide is 2.01 billion tonnes and it stands to increase to
3.40 billion tonnes by the year 2050, Urban India generates 62 million tonnes of municipal solid waste
each year of which about 60% – 70% is organic waste.
There are 2 types of waste generally produced in our society they are:
a. Dry waste b. Wet waste
Dry waste: Wet waste:
Dry waste is comparatively easy to Wet waste is comparatively challenging

manage and there are effective ways of to recycle or reuse, damp waste is usually
recycling it except for a few wastes such dumped in landfills and allowed to
as thermocol. decompose, and later converted to
compost which can further be used for
various purposes like fertilizer.
Waste can also be classified into further 2 more types
a.Organic waste and b.Inorganic waste
Organic waste: Inorganic waste:
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These are biodegradable waste that These are-degradable waste that does not
constitutes an organic compound constitute any organic compounds
Eg: Horticulture, Agriculture, Animals, Eg: Plastic, Metal wastes

and Household wastes.
Objective:
Waste Management is a big challenge to any Building, City, and Government to a large extent.
People produce waste in two forms organic and non-organic and also industrial waste is very
hazardous to the environment and needs serious attention. In this context, understanding the trends
in waste management technologies and their practicality at the grass- root level, becomes very
important. Therefore our study is focused on the trends of waste management practices and their
benefits.
Annually about 31 million tonnes of municipal waste are dumped into landfills causing health and
environmental hazards our objective is to reduce these landfills by alternate waste management
techniques and practices.
The objectives of the study are listed below.

4. To understand the generation of waste and its impact on the environment.
5. To study the trends and technologies of waste management practices by visiting waste
management project locations
6. To analyze the benefits of waste management practices and their importance in future
Solid Waste Management Rules 2016:
Rule: No person should throw, burn, or bury the solid waste generated by him, on streets, open
public spaces outside his premises, or in the drain, or water bodies. The generator will have to pay
a 'User Fee' to the waste collector and for 'Spot Fine' for Littering and Non-segregation.
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According to section 4 of solid waste management, gated communities need to process wet waste
within the premises through composting “as far as possible'' and hand it over to authorized waste
pickers or authorized recyclers
The per capita waste generation in Indian cities ranges from 200 grams to 600 grams per day
(2011), among which
Waste collected per annum in cities

(43 million tonnes)
0%
28%
Waste (tonnes per annum)
Treated
72%
Dumped
It is estimated that about 62 million tonnes of waste are annually generated in India, among which
Waste Million
Plastic waste 5.6

Biomedical waste 0.17
Hazardous waste 7.9
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E-waste 1.5
Others 46.83
Total 62
62 Million Tonnes Waste

5% 0% 6%
1%
Plastic waste
Bio medical waste
50%
Hazardous waste
38%
E waste
Others
Total
Bruhat Bengaluru Mahanagar Palike (BBMP)Notice:
In situ composting:
It is the process of burying organic material directly into the soil at least 12 inches deep to
no animals can dig it up.
In February 2019, the BBMP issued a circular mandating in situ composting in all apartments that
collectively produce more than 100 kg of wet waste per day.
Problem: There are old apartments which cannot implement this. Due to practical difficulties, and
are incurring 10 times more than the cost paid by each household for disposing of the waste.
Rule: On 30th March 2022, the urban development department (UDD) approved the civic body’s
(BBMP) proposal to implement this rule i.e state government has approved the proposal to manage
waste at the source either by processing or disposing of waste by bulk producers themselves
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Therefore in-situ composting is mandatory for apartments having 50 units and above, it is
mandatory for large apartments to opt for in situ composting .
Suggested processing technology:
The officials said the civic body will give suggestions to bulk waste producers on the right
technology needed for processing.
Waste management:
It is a chain of activities that is done from inception to disposal of waste, that is
1. Collection
2. Transportation
3. Treatment
4. Disposal
Waste management in today’s era has had growing importance as the traditional ways of managing
waste have been requiring a lot of storage space this is one of the main problems and limited
resource waste management is required considering alternate options.
“Segregation” is the mother of waste management.
Research Methodology:
Research design: Explorative research and census method

Sampling technique: Purposive and convenience sampling
Sampling size: 12 Apartments and OEM
Statistical tool: Correlation
The Team has visited apartments/buildings who are using this technology in Bangalore to
understand the waste management practices
Also, the team has visited reputed waste management OEMs(Original Equipment Manufacturers)
to understand the new technology and process involved in converting waste into useful products.
• “Waste is Gold” is a waste management company at Harohalli Industrial Area, Bangalore
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• Few Municipal corporations
The team has also done an internet-based survey was developed (Google Form). The questionnaire
was circulated to different residential apartments and buildings namely Sai sunshine apartment,
Sri Nandana,Gestures - shanders dwellington, Sobha brooklyn towers, DS MAX, Silicon
splendor, Janaptiya nivas apartments, Sai shruthi enclave, Kumar castles, Ittina neela apartment
Waste management can be classified into 2 types:
1.Centralized waste management and

2.Decentralized waste management
a. Centralized waste management :

In this method usually, landfills are used where all unsegregated waste is dumped and it is
dried i.e moisture content is removed from the waste, and compost is created in
approximately 30 days. This compost releases various gases such as methane, and biogas
(wet waste), and this is used as incinerating(burning of waste) source for various factories.
b. Decentralized waste management:

At the time everyone is looking for various means of waste management since the
centralized process of waste management is requiring a huge investment and resources
such as land space hence to reduce the impact of these factors decentralized methods are
being adopted here mechanized ways are being implemented to convert the waste into a
resource that can give a positive output, by this bio mechanized machines the factors such
as time, space and health issues are reduced significantly.
Survey:
The team has visited 21 apartments in Bangalore and the following data were plotted as a result of
taking data of 20 apartments which provided all the necessary data.
Cronbach alpha was also found to be 0.715 for measuring the consistency of the survey.
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Waste generated per day in Bangalore:
On enquiring with the apartment and buildings it is found out that the waste generated per day in a
residential area on an average is101.833 kgs among which the primary or initial step of segregation is
maintained and done in 13 buildings and rest 7 buildings the deposition is done or directly handed over
to BBMP or authorized pickers/ recyclers.
Among the 20 apartments and residential buildings 55% of the waste is picked and managed by BBMP,
27% of the waste is managed by their respective associations, 9% of the waste is managed by other
private organizations, and the rest 9% is not handled or no care is taken, so on detail study with the
respective associations and residential owners, it was found out that 75% of the associations knew
BBMP norms and 25% did not know the norms the BBMP has bought in for waste management.
Of the waste collected it was found that out of 12 apartments and buildings 6 did not know how much
of the waste was recycled, in 2 buildings there was no recycling done, in 3 apartments 10- 50% of the
waste was recycled, and in 1 apartment less than 10 percent of the waste was recycled.
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Waste Generated Per Day (KG)

Number of apartment 7
6
5
4
3
2
1
0
<50 50 - 100 >100
Quantity
Count of Do you have waste management

system in your apartment?
8
7
6
5
4
3
2
1
0
No Yes
Waste management authority
9%
9% 27%
55%
Apartment association BBMP No one Private Company
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Aware about BBMP norms
25%
75%
Yes No
What percent of waste collected is

recycled?
8%
25%
50%
17%
<10% 10 - 50% 50- 100% Not sure
Correlation:
Here we have chosen correlation to verify whether after the announcement of BBMP norms how
effective is being followed i.e whether there is a positive correlation or negative correlation. So here
variable 1 (x) is the number of residents generating waste of more than 50 kgs/ day and variable 2 (y)
is the number of residential buildings having a waste management system (segregation).
Where x=6 (variable 1)
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y=5 (variable 2)
n=12 (sample size)
𝑛𝜀𝑥𝑦−𝜀𝑥𝜀𝑦
Correlation (r) =
√(𝑛𝜀𝑥 2 −(𝜀𝑥)2)∗((𝑛𝜀𝑦 2−(𝜀𝑦)2)
(12)∗(4)−(6)∗(5)
=
√((72)−36)∗((60)−25)
48−30
=
√(36)∗(35)
18
=
√1260
18
= 35.496
= 0.5
Result:
From the survey, it was found out 75% of the resident’s authorities are aware of the BBMP norms but
only 41.6% (42%) have implemented at least segregation at their premises rest 58% do not have any
kind of waste management practices followed, and according to BBMP it is mandatory to implement
in house wet waste management as far as possible, but the problem over here is due to practical
difficulties, such as space required and cost incurred for the waste management is 10 times more than
the cost paid by individual households.
The correlation shows that there is a positive correlation between the 2 variables hence it is inference
that the people are taking the norms positively and seriously and are interested in managing their waste
and also open to better waste management practices.
Case study (Waste is gold and Prestige apartment):
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We have conducted a study on one of the leading organizations in waste management ,waste is
gold, situated in Bangalore to get to know what process they follow to manage the waste
Waste is gold has a vision of providing reliable, long-lasting360-degree solutions for disposal and
treatment of waste and reduction of landfills, they have been producing various organic waste
composter machines for the conversion of organic waste to a composite that can be reused as a
fertilizer. They follow a decentralized method of waste management they are the producers of bio-
mechanized machines which convert the segregated wet waste into a composite that can be used
as fertilizer.
Since it is government mandated now that if there is more than 50 kg of waste generated in a
society then it is the responsibility of the residents to manage their waste.
We visited one of the major real estate industries of India the prestige group apartment (prestige
lake ridge apartment, Bangalore) on 18 – 6 – 2023 to find out how they dispose of the waste
generated since they had about 1250 residential flats which generate about 450- 500 kg of waste
every day (wet waste) the waste is the gold company had provided there 1-ton organic waste
composter machine to convert the organic waste to compost in Jan 2023.
Process:
1. Segregation of organic and inorganic waste.

2. The segregated waste is then put into a shredder this process may be manual or automatic
based on the type and technology of the machine, in the shredder the waste is shredded to
a size of 1mm – 2mm.
3. The minute particulates are then collected from the shredder and put into the organic
composter device along with a mixture of 30 % sawdust or dried leaves for increasing the
efficiency of the composite.
4. The mixture is now put into the machine along with a bacteria culture (thermophilic
bacteria) and temperature is maintained to around 40 – 45 centigrade and thoroughly mixed
to speed the decomposition and proper aeration is provided with the help of hot air blowers
and the composite is dried in the machine the decomposition occurs at the molecular level
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and usable composite is obtained within 10 to 15 days where it would have taken 30 – 45
days if left for natural decomposition.
5. The compost generation in the machine takes 8 hours per batch, here during the segregation
and shredding 30% - 40% is directly reduced and a further 30 – 40% is again reduced
during the aeration because the moisture is reduced on hot air blowing giving an output of
30% – 40% of the total initial waste as usable.
Result:
The compost obtained after completion of the process is mixed with soil and used as fertilizer for
plantation/ vegetation in the apartment and is spared it is sold to vendors/ farmers hence converting
the waste to a useful resource.
Benefits:
1. Alternate revenue generation for associations and buildings as they can produce composite
and fertilizers which can be sold to government/ private nurseries.
2. Creates a new category of employment.
3. Can resolve the scarcity of the storage space required by other means of waste
management.
4. Have a clean and healthy practice that helps to maintain a healthy neighbourhood.
5. Safer disposal of waste.
6. Better Management of Information
7. Reduced expenses for disposal in the long term
8. Lowers potential for contamination
9. Energy production
10. Save the environment
Gallery:
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Faculty Dr.Meera Uday with the Founder of Waste is gold Company Mr.Sandeep Tiwari and
Team.
Prestige Lake View Apartment, Bengaluru
Waste Collection and Segregation
Inorganic waste Organic Waste
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*** End of Research Paper***
Conclusion:
From the above study, it is evident and clear that organic waste that is generated in apartments can be
recycled and processed for better living thereby trying to meet UN SDGs (sustainable Development
Goals). This is a case study of Waste is Gold Company and the same study can be extended to other
apartments and other waste management companies as well. Also if every apartment and building tries
to adapt waste management system and process, we can have a better living and sustainable living and
green earth.
References:
https://sdgs.un.org/goals
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TRENDS AND IMPLICATIONS OF DIGITAL TRANSFORMATION IN BANKING:

A CASE STUDY ON HDFC BANK
Vidya M.1* & Shailashri V. T.2

1. Research Scholar, Institute of Management & Commerce, Srinivas University, Mangalore,
India.
Orcid ID: 0000-0002-8953-6017, E-mail: vidya.ghanshyam@gmail.com
2. Research Professor, Institute of Management and Commerce, Srinivas University,
Mangalore, India, Orcid ID:0000-0002-1684-238X, E-mail: shailashrivt@gmail.
ABSTRACT
In the fast-paced world of banking, digital transformation has emerged as a pivotal force which
restructuring the industry. The entire process of Digital transformation is given a high priority
in the banking industry. It helps banks to improve the efficiency and effectiveness of their
operations. By streamlining the process and automating task performance banks can improve
the ability to be future-ready & to improve customer experiences. Various trends in Digital
transformation include mobile& internet banking, artificial intelligence, Data Analytics,
Robotic process automation, Blockchain and cryptocurrencies, etc. The implication of this
latest transformation has contributed to enhanced customer experience, good quality security,
competitive advantage, reduced operational cost, and increased profitability. The present paper
under study has taken a case study of HDFC Bank, one of India's largest private sector banks.
The bank implemented various electronic applications to transform itself into digitalization.
The study tries to explore the latest trends in digital transformation within the banking sector
&the profound implications of these transformations. After analysis, it was found that
technological advancement resulted in disruptive growth of digital banking and societal trust,
which could accelerate to achieve a higher level of operational efficiency, maintain healthy
margins, redeploy human& monetary assets, and remain competitive in a challenging
environment. The last section of the study shows a comprehensive analysis of digital
transformation in banks using ABCD analysis.
Keywords: Digital transformation, Banking sector, HDFC bank, Trends, Implications, ABCD
Analysis.
1. Introduction:
The Digital India campaign of 2015 by the Government of India with a vision to transform
India into a digitally empowered society has resulted in digital transformation in the areas of
management, business, Information Technology, and marketing. Making India "less cash"
dependent and promoting and promoting digital payments have been the main focus area of
RBI for many years. As a result of the campaign, more attention was given to technological
revolution in the field of banking industry which resulted in digital transformation in the

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banking field. It is characterized by rapid deployment, innovation of digital services, and

satisfying customers’ expectations[1]. The changes brought in by digitization involve the
relational forms that characterize the production process, the dematerialization of Physical
places, real-time information sharing, and working even remotely in a single connected and
collaborative environment. This shows that the same level of effectiveness can be achieved
without meeting face-to-face interactions[2]. In the fast-driven world of banking, digital
transformation has emerged as a pivotal force reshaping the industry. This process involves
leveraging technology to enhance banking services, streamline operations, and improve
customer experiences. Emerging technologies and digital business models have transformed
the landscape of every industry including banking. Technology has transformed banks in
creating innovation and helped to redefine value, innovate, collaborate, and grow abundantly.
Banks are offering multiple electronic products like E- E-wallets, payment cards and kiosk
banking, mobile banking, internet banking, IMPS, and UPI facilities to customers to provide
the most convenient services to customers [3].To succeed in digital transformation, leading
companies focus on two complementary activities: reshaping customer value propositions and
transforming their operations using digital technologies for greater customer interaction and
collaboration'' [4]. Delivery of the Banking and financial industry has experienced a major
change from human-led interaction to machine-led interaction, to leverage the potentiality to
improve response time, accuracy, credit scoring, and fraud management. This is feasible
by introducing artificial intelligence (AI), machine learning, blockchain, IoT, big data, and
social media into financial services. Both public and private banks are working rigorously on
the digitalization of banking services by offering various products and services that can be
operated digitally. HDFC Bank one of the largest private sector bank implemented various
electronic applications to transform themselves into digitalization like mobile banking apps,
internet banking portal, UPI digital payments, and many more applications which helps to
enhance customer experiences and stay competitive in the financial world.
2. Review of Related Work: Digitalization has become one of the vital functions for every
industry to survive in this technology-driven world and to bring a cashless economy, especially
in the banking sector. Digitalization has benefited employees, customers, and various financial
sectors. A few literature reviews on the related work are given below:
ProsperRaphael Kaondera, Lovemore Chikazhe, TinotendaFredrick Munyimi & Bright

on Nyagadza (2023) [5]: The objective of the study is to establish the contribution of digital
transformation on customer relationship management within the banking sector. The finding
indicates a positive relationship between digital transformation and customer relationship
management.
Eunchan Kima, Minjae Kimb, Yeunwoong Kyungc(2022)[6]: the study on digital
transformation focusing on the financial sector in Korea states that for successful digital
transformation, it is necessary to maximize active and systematic use of advanced online and
digital technologies that form the basis of business today and create an open, horizontal
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organizational culture and communication system to equally share and distribute advanced
technologies and competencies throughout the entire organization. Not only improving
productivity but also improving organizational competency for providing technical training for
members, expanding customer experience, and improving customer satisfaction services to
contribute to improving the quality of life for members of the organization and creating and
improving social and public infrastructure.
Tsindeliani, I.A., Proshunin, M.M., Sadovskaya, T.D., Popkova, Z.G., Davydova,

M.A. and Babayan, O.A. (2022)[7]: the study conducted on the Russian banking system in
respect of digitalization and it found that digitalization and globalization of the economy results
in cooperation and harmonisation of international regulatory framework. It helps in
development of new approaches and applying various regulations in the financial market.
Though digitalisations in banking sector is having priority in order to protect the interest of
public interest it has implemented various prudential rules.
Marta Barroso, Juan Laborda(2022)[8]: the new digital banking system aims to make the
customer the main driver of its operations. The trust of new digital customers have increased
because new applications of technologies are able to improve customers experience.
Fotis Kitsios, Ioannis Giatsidis, Maria Kamariotou(2021)[9]: The study on employees of

banks on digitalization shows that digitization allows them to carry out a larger volume of work
in a shorter time and more easily. The respondents are of the opinion that one need not have
specific knowledge and skills to work on new technology. They accepted the new data in the
digital economy.
Kushwaha H,KumarA &AbbasZ (2018)[10]:The study on impact of demonetizationon

Indian economy says that it encourages the cash less economy. More & more cash less
transactions will lead to disclosure of more income which will increase direct tax
collections. Alternatively, it encouraged alternative way of payments like electronic
payment system. Electronic modes of payment like online transactions. E-Wallet banking,
Mobile banking, usage of debit cards & credit cards will increase a demand.
Baskerville, Richard and Capriglione, Francesco and Casalino, Nunzio ( 2020)[11]:. The
enormous success of digital banking represents the real turning point in the evolution of this
sector: the progressive approach of customers to the banking world through digital tools such
as smartphone apps and user-friendly platforms has marked the end of traditional banks and
the beginning of a new era.
M.Rathi Meena & DR.Parimalarani(2020)[12]: The increase of automation in the banking
sector could lead to a massive trend of unemployment for the bank workforce because digital
technologies could perform the work without depending on staff at physical branches and
perform the work at a cheaper cost. The workforce opined that technological advances are
made, leading to a fall in demand for human workforce in the banking sector. The role of the
human workforce is not outdated, employee work along with robot or digitalization to achieve

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a combined goal efficiently and effectively which in turn improve profitability and at the same
time reduce the cost and manual errors.
Nilekani et.al. (2019)[13]: says that digitization is considered an important means of

economicdevelopment & also to achieving financial inclusion. Though the task is time-
consuming but can be attained with concerted efforts of all stakeholders to work jointly
to achieve a digitally included society.
Varda Sardana & Shubham Singhania(2018)[14]: they says that the commencement of the
age of digital business has been rattle the business environment and breaking out the innovative
and exceptional way of doing business. The infrastructure of the digital age has created
opportunities for the business to grow both locally & globally.
T. Cziesla(2014)[15]: Infrastructure of the digital age has created opportunities for the business
to grow both locally & globally. The infrastructure of the digital age has created opportunities
for the business to grow both locally & globally.
3. Objectives of the Study:

1. To understand the key components of Digital transformation.
2. To Study the various initiatives of HDFC Bank towards Digital Transformation.
3. To Analyze the digital transformation of HDFC bank through ABCD analysis.
4. Research Methodology: The study is conceptual. Various journals, RBI reports,

HDFC annual reports, and online news portals have been referred to. An analysis of the
digital transformation of the HDFC bank has been done using the ABCD analysis.
5. Digital Transformation in the Banking Sector: Digital transformation refers to the

process of using digital technologies to change business operations and deliver the highest
value to customers. It involves the integration of digital technologies in every area of
business operation, from its business processes to customer interactions to its culture and
strategy. It’s a strategic initiative aimed at bringing innovation, improving efficiency, and
staying competitive in the digital world. Digital transformation in Indian banks has been
a significant trend in recent years with several banks adopting innovative technologies
and strategies to enhance customer experiences and streamline operations. A few
examples are the ICICI bank-mobile App, SBI bank-YONO app, Axis bank-Axis Internet
banking, HDFC bank-AI powered customer service, etc. Various key components
include:
5.1 Technology Adoption: It is the most visible aspect of digital transformation. It

involves adopting new technologies such as cloud computing, artificial intelligence(AI),
the Internet of Things(IoT), big data analytics, and mobile apps. These improved

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technologies help the organization collect & analyze data, perform automated tasks, and
improve decision-making.
5.2 Process Optimisation: Digital transformation often requires reengineering existing

business processes to take advantage of digital tools. This helps to achieve greater
efficiency, reduced cost, and improved experience for customers. For example,
streamlining the approval processes with the help of digital workflow will reduce manual
paperwork.
5.3 Data-driven Decision-making: Data is at the heart of digital transformation.

Organizations collect and analyze data to gain insights into customer behavior, market
trends, and operational efficiency. It helps the organization quickly respond to changing
conditions and make correct decisions.
5.4 Customer-Centricity: Digital transformation gives utmost importance to

understanding & meeting customer needs. Using digital channels they will engage with
customers, collect feedback, and personalize their offerings. It helps to gain customer
satisfaction and customer loyalty.
5.5 Cultural change: Digital transformation requires a cultural shift within an

organization. It involves fostering cultural innovation, agility, and continuous learning.
Employees especially must accept this technology and be willing to embrace new
technologies and ways of working.
5.6 Strategic alignment: digital transformation must go along with the organization's
strategic goals. Then only it will go along with the objectives of the business and
contribute to its achievement. It can be expanding new markets, increasing market share,
or improving operational efficiency.
5.7 Security & Compliance: As more digitization of operations by the business and
handling of sensitive data, cybersecurity and compliance become critical components of
digital transformation. Protecting data and ensuring compliance with regulations is
essential to maintain trust and reputation.
5.8 Continuous Improvement: Once applied digital transformation techniques it's an

ongoing process that needs continuous improvement. Organizations need to adapt to
evolving technologies and market conditions and accordingly refine their digital
strategies.
Successful digital transformation can lead to numerous benefits, including increased

competitiveness, enhanced customer experiences, improved agility, and cost savings.
However, it also comes with challenges, such as resistance to change, technology
integration issues, and cybersecurity risks.
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6. Implications of Digital Transformation:
Enhanced Customer Experience: Digital Transformation leads to more convenient and

personalized banking services, with 24/7 access to services reducing the need for physical
branches.
Improved Security: Digital transformation brings not only convenience, it also provides
cybersecurity with many security concerns. Banks must invest in security measures to
protect customer data.
Competitive advantage: banks that adopt digital transformation are always trying to be
upgraded with the latest technology so they gain a competitive advantage by offering
innovative services and responding rapidly to market changes.
Cost efficiency: Automation and digitization can reduce operational costs, which can be
passed on to customers or reinvested in improving services.
Regulatory Challenges: Banks following digital transformation are required to follow

regulatory aspects of RBI mainly for data security and financial regulations.
7. Digital Initiatives by HDFC Bank:

Private sector banks like Public sector banks also play a pivotal role in the economic
development of the nation. These banks are run by individuals or a group of partners by
contribute their share. There are 22 private sector banks currently operating in India. One of
the largest sector private bank is HDFC Bank. The bank plays a major role in respect of market
capitalization. Started as a subsidiary of the Housing Development Corporation of India, and
was promoted as a bank in 1994. The Bank performs several functions including wholesale
banking, treasury, retail banking services, credit cards, and digital products like payzapp and
Smart Buy.
7.1 Mobile Banking Apps: HDFC Bank has developed user-friendly mobile banking applications for
both Android and iOS platforms. These apps offer a wide range of services, including account
management, fund transfers, bill payments, and investment tracking.
7.2 Online Account Opening: The bank allows customers to open savings accounts and fixed deposits
entirely online. This initiative simplifies the account opening process, making it convenient and
paperless.
7.3 AI-Powered Chatbots: HDFC Bank has implemented AI-driven chatbots for customer support.
These chatbots assist customers with inquiries, provide account information, and help with transactions,
offering 24/7 support.
7.4 Digital Wallets: HDFC Bank offers digital wallet services like PayZapp, which enables users to
make payments, pay bills, and shop online securely.

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7.5 Digital Payment Solutions: The bank supports various digital payment methods, including the
Unified Payments Interface (UPI), Bharat Bill Payment System (BBPS), and National Electronic Funds
Transfer (NEFT), promoting cashless transactions.
7.6 Smart Buy Platform: HDFC Bank's SmartBuy platform provides discounts, offers, and cashback
to customers for online shopping, flight bookings, hotel reservations, and more.
7.7 Robotic Process Automation (RPA): HDFC Bank employs RPA for automating routine and
manual processes, reducing processing time, minimizing errors, and enhancing efficiency.
7.8 Big Data Analytics: The bank utilizes big data analytics to gain insights into customer behavior
and preferences. This information is used for targeted marketing and personalized product
recommendations.
7.9 Digital Lending: HDFC Bank offers digital lending services, allowing customers to apply for loans
and credit cards online with a streamlined application process.
7.10 Cybersecurity Measures: HDFC Bank invests in robust cybersecurity measures to protect
customer data and transactions, including encryption, multi-factor authentication, and continuous
monitoring of threats.
7.11 Voice Banking: HDFC Bank introduced voice banking services, enabling customers to perform
transactions and check account balances using voice commands.
8. Implications of the Digital landscape of HDFC Bank:
Source: HDFC Bank
 Digital Eco-System: Transactions of the banks in FY 21-22 have increased 3 times that
in FY18-19. This is due to an increase in digital applications by the HDFC bank. There

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are around 6300 branches,18100 plus ATMs which are operating in around 3100 cities.
The use of mobile banking and Internet banking has increased the banking transactions.
Around 93% of all the transactions in the bank are digital by implementing new tech
supporting scale and security the bank is delivering technology at a global scale. it has
led to the growth of core banking.
 Digital Banking: Digital banking has brought differential customer experiences like the
digitalization of branches with paperless journeymen customer digital experiences,
straight processing, etc. Having integration with new age Fintech partners the bank has
provided the best in class products and services powered by innovation, and agility at
scale. They have embedded AI/ML capabilities for spanning products & processes
thereby synergizing operational efficiencies. Even the employees have adapted to new
ways of working through proper training.
 Investing in Core Tech transformation: The bank has implemented a Hybrid cloud
landing zone, enhanced API (application Process Integration) orchestration, AIMC-
based security& monitoring tools for the network ecosystem, etc. To improve
consistency & standardization they developed new apps like Microsoft Power Apps and
Service Now and also unified IT service management. All contributed to the
transformation of banking operations.
 Re-architecting Core technology: Apart from digitizing the existing ecosystem, they
have created a payment hub across multiple payment channels for core hollowing and
stabilization. By rewriting their core technology in mobile banking, they have provided
a better customer experience by focusing more on security.
 Customer delight: Digitalization has made day-to-day banking simpler by simplifying
customer journeys like deep insights through AI/ML, focusing on assisted & unassisted
journeys experience other associations. The bank has transformed commercial banking
for India’s entrepreneurs and micro, small & medium enterprises. They are providing
seamless banking services for large corporates integrated with an open market credit
ecosystem. Also helped in Government initiatives in helping the digital Bharath growth
story with a local touch& deepening of digital distribution points.
9. ABCD analysis of the Digital Transformation in HDFC Bank:

Here is an attempt to analyze the digital transformation and its trends & implications for
HDFC bank with the help of a new qualitative tool used in Managemental ABCD analysis,
in which A=Advantages B=Benefits C=Constraints and D=Disadvantages.[16-
9.1 Advantages of Digital transformation:
1. It has resulted in cashless transactions in the economy.

2. Core technology implementation has simplified the work of corporates and
investor sectors of the economy.
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3. As the largest private sector bank it has positioned itself where it is treated
customer-friendly and usestechnology which are more customer savvy.
4. The bank provides a diverse portfolio of products which covers all the financial
needs of the customers.
5. Employees of the bank are well trained in operating new digital products &
Services introduced by the bank.
6. It has created a brand name due to customer-friendly banking over decades
Of experience in the field of Banking.
9.2 Benefits of Digital Transformation:
1. Investments done in cybersecurity measures and end-to-end encryption protect
customer data and transactions.
2. automation and digitization can reduce the overall operating costs of the bank.
3. Robotic Process Automation is streamlining back office operations and
Reducing errors and enhancing efficiency.
4.Convenience of making payments digitally helps the consumers as compared to the
handling of hard cash which is more tedious.
5. It leads to more convenient and personalized experiences reducing the need for
physical branches.
6. The use of Big data analytics has enabled the bank to make data-driven decisions
and Identify market trends.
9.3 Constraints of Digital Transformation:
1. Resistance from employees to adapt themselves to the upgraded technology

will reduce the effectiveness.
2. The costs of upgrading and maintaining the bank's digital infrastructure,

including hardware, software, and cybersecurity measures.
3. Huge expenses involved in training the staff and hiring digitally talented people
to support transformation.
4. Compliance with the evolving digital banking regulations can be a constraint.
5. A lack of knowledge among a few customers about the usage of digital products
and services makes them deprived of such benefits. So it leads to a digital divide.
9.4 Disadvantages of Digital transformation:

1. Like any digital platform, HDFC Bank's digital services may experience technical
glitches, potentially causing inconveniences to customers.
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2. Despite AI-powered chatbots, customers may face challenges in seeking immediate

human support for complex issues.
3. the collection and analysis of customer data for personalization raise privacy
concerns, necessitating stringent data protection measures.
4. The bank becomes increasingly reliant on technology, which can pose risks in case
of system failures or cyberattacks.
5. The number of employees needed to perform banking functions will be reduced
which results in fewer employment opportunities in the days to come.
10. Findings & Suggestions:
• The implementation of digital technologies has empowered customers with self-
service options, anytime access to their accounts, and simplified processes.
• Automation & digitalization of internal processes have led to improved
operational efficiency. This can be used in cost saving & better resource
allocation.
• HDFC banking’s commitment to innovation has resulted in the creation of
innovative financial products& services, This will help to cater to diverse
customer needs.
• The new data-driven approach of the bank has facilitated more informed
decision-making and personalized marketing strategies.
• Providing necessary training to the employees with the skills needed to navigate
digital tools and platforms effectively.
• HDFC banking must continue to evolve its digital strategy to keep pace with
emerging technologies and satisfy customer expectations.
11. Conclusion:
In the cashless economy where all transactions are digital, even banks have transformed
from traditional banking into digitalized banking. To stay ahead of the competition in
the 21st century technology lies at the heart of the banking industry. It is a transformative
force that can be used in the areas where new types of technology are applied to solve
various business issues. Digital transformation made banking institutions act upon
technology & market trends to provide more hassle-free & engaging customer
experiences. Banking’s digital transformation has not only modernized its operations
but also redefined the way it interacts with customers. By embracing innovation &
technology, the bank has gained valuable insights into customer behavior, preferences,
and market trends. To sustain and build upon the success of digital transformation the
banks should remain committed to digital innovation, customer-oriented, and flexible
to adapt themselves to the everchanging financial landscaped bank with its
technological innovation & functional experience proved to be one of the top private
banks despite acute competition. Averaging Big Data analytics, HDFC banking has
gained valuable insights into customer behavior, preferences, and market trends. The
level of security, privacy, and accuracy maintained in banking transactions helped them
to anticipate customer expectations and transform the technology to user-friendly
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implementing long-term transformational growth strategies, banks have become

digitally stronger sectors of the world. Those banks that effectively manage those
aspects will be in the best position to survive in the digital world.
12. References:
[1] Florian Diener & Miroslav Spacek(2021).Digital transformation in Banking:A
managerial perspectiveon Barriers to change,MDPI,13(4),2032.
https://doi.org/10.3390/su13042032
[2] Baskerville, Richard and Capriglione, Francesco and Casalino, Nunzio, Impacts,
Challenges and Trends of Digital Transformation in the Banking Sector (December 1,
2020). Law and Economics Yearly Review Journal - LEYR, Queen Mary University,
London, UK, vol. 9, part 2, pp. 341-362, ISSN 2050-9014, Available at
SSRN: https://ssrn.com/abstract=3835433
[3] Nilekani, Harun khan, Kishore sansi,Aruna Sharma, Sanjay(2019).A report
of the high levelcommittee on deepening of digital payments.
[4] Fotis Kitsios, Ioannis Giatsidis, Maria Kamariotou(2021): Digital

Transformation and Strategy in the Banking Sector: Evaluating the Acceptance Rate
of E-Services, Journal of Open Innovation: Technology, Market, and
Complexity,7(3),204, ISSN 2199-8531,https://doi.org/10.3390/joitmc7030204.
[5]ProsperRaphael Kaondera, Lovemore Chikazhe, TinotendaFredrick Munyimi & Br

ighton Nyagadza (2023). Buttressing customer relationship management through
digital transformation: perspectives from Zimbabwe's commercial banks, Cogent
Social Sciences, 9:1, DOI: 10.1080/23311886.2023.2191432
[6] Kim, E., Kim, M., & Kyung, Y. (2022). A Case Study of Digital Transformation:
Focusing on the Financial Sector in South Korea and Overseas. Asia Pacific Journal of
Information Systems, 32(3), 537–563. https://doi.org/10.14329/apjis.2022.32.3.537
[7] Tsindeliani, I.A., Proshunin, M.M., Sadovskaya, T.D., Popkova, Z.G., Davydova,
M.A., and Babayan, O.A. (2022), "Digital transformation of the banking system in the
context of sustainable development", Journal of Money Laundering Control, Vol. 25
No. 1, pp. 165-180. https://doi.org/10.1108/JMLC-02-2021-0011
[8] Marta Barroso, Juan Laborda(2022): Digital transformation and the emergence of
the Fintech sector: Systematic literature review, Digital Business,2(2),100028, ISSN
2666-9544, https://doi.org/10.1016/j.digbus.2022.100028
[9] Fotis Kitsios, Ioannis Giatsidis, Maria Kamariotou(2021): Digital

Transformation and Strategy in the Banking Sector: Evaluating the Acceptance

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Rate of E-Services, Journal of Open Innovation: Technology, Market, and

Complexity,7(3),204, ISSN 2199-8531,https://doi.org/10.3390/joitmc7030204.
[10] Kushwaha, H., Kumar, A., & Abbas, Z. (2018). Impact of Demonetisation
on Indian Economy: A critical study, International Journal of Management
Studies,2(7),25. https://doi.org/10.18843/ijms/v5i2(7)/04.
[11] Baskerville, Richard and Capriglione, Francesco and Casalino, Nunzio, Impacts,
Challenges and Trends of Digital Transformation in the Banking Sector (December 1,
2020). Law and Economics Yearly Review Journal - LEYR, Queen Mary University,
London, UK, vol. 9, part 2, pp. 341-362, ISSN 2050-9014, Available at
SSRN: https://ssrn.com/abstract=3835433
[12] M.Rathi Meena & DR.Parimala Rani (2020): impact of digital transformation
on employment in the banking sector, international journal of Scientific &
Technology Research ,9(1) ,4912-4916.
[13] Nilekani, Harun khan, Kishore sansi,Aruna Sharma, Sanjay(2019).A report of

the high level committee on deepening of digital payments.
[14] Varda Sardana & Shubham Singhania(2018). Digital technology in the realm
of banking ‘ A review of literature’, International journal of research in finance &
management,1(2),28-32.
[15] T. Cziesla(2014). A Literature Review on Digital Transformation in the Financial

Service Industry Proceedings of the Bled Conference Bled, Slovenia 1–5 June 2014
[16] Aithal, P. S. & Suresh Kumar, P. M., (2016). ABC Model of Research Productivity
and HigherEducational Institutional Ranking. International Journal of Education and
Management Engineering (IJEME), 6(6), 74-84.
[17] Aithal, P. S., Shailashree, V. T. & Suresh Kumar, P. M. (2016). Analysis of NAAC
Accreditation System using ABCD framework. International Journal of Management,
IT, and Engineering(IJMIE), 6(1), 30-44.
[18] Aithal, P. S., Shailashree, V. T. & Suresh Kumar, P. M., (2016). Analysis of ABC
Model of AnnualResearch Productivity using ABCD Framework. International Journal
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[19] Aithal, P. S., Shailashree, V. T. & Suresh Kumar, P. M. (2016). Application of
ABCD AnalysisFramework on Private University System in India. International Journal
of Management Sciences and Business Research (IJMSBR), 5(4), 159-170.

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A Study on Detecting mobile phone hacking

Research Scholar, Assistant Professor, College of Computer science and Information

ISBN No: 978-93-94676-43-5

2.1. Mobile Phone Hacking: Definitions and Trends

2.2. Existing Detection Techniques

 Signature-Based Detection: Signature-based detection relies on known patterns or signatures of

Recent Trends in Management, Social Science &Technology 2023

ISBN No: 978-93-94676-43-5

3. HACKING MOBILE DEVICES:

Recent Trends in Management, Social Science &Technology 2023

ISBN No: 978-93-94676-43-5

Types of Android Attacks

Recent Trends in Management, Social Science &Technology 2023

ISBN No: 978-93-94676-43-5

Types of IOS Attacks:

3.2. Mobile Device Management

There persist disadvantages

Recent Trends in Management, Social Science &Technology 2023

ISBN No: 978-93-94676-43-5

Recent Trends in Management, Social Science &Technology 2023

ISBN No: 978-93-94676-43-5

Table 1 Previous Research on iOS Mobile Spyware Exploitation

5.1 Mobile Malware Detection

Recent Trends in Management, Social Science &Technology 2023

ISBN No: 978-93-94676-43-5

Fig- 1: Papers Published Each Year

Fig- 2: Frequency of Detection Methods

ISBN No: 978-93-94676-43-5

2022), 24 pages. doi.org/10.1145/3484246.

Recent Trends in Management, Social Science &Technology 2023

ISBN No: 978-93-94676-43-5

Neo Banking: A Technological Revolution in the Indian

Recent Trends in Management, Social Science &Technology 2023

payments and transfers without disclosing financial

GROWTH OF NEO-BANKING IN INDIA:

Recent Trends in Management, Social Science &Technology 2023

Recent Trends in Management, Social Science &Technology 2023

Recent Trends in Management, Social Science &Technology 2023

ISBN NO: 978-93-94676-43-5

“EMERGING TRENDS IN BANKING SECTOR IN INDIA”

Recent Trends in Management Social Science & Technology Manegma 2023

ISBN NO: 978-93-94676-43-5

ISBN NO: 978-93-94676-43-5

ISBN NO: 978-93-94676-43-5

ISBN NO: 978-93-94676-43-5

TECHNOLOGY AND INNOVATIONS IN BANKING:

ISBN NO: 978-93-94676-43-5

ISBN NO: 978-93-94676-43-5

 Point of sale (POS)

Now, discuss about technology and innovation in detail as under:

ISBN NO: 978-93-94676-43-5

ISBN NO: 978-93-94676-43-5

step towards “less cash” economy. Example : mRupee, ICICI Pockets,HDFC

ISBN NO: 978-93-94676-43-5