International Journal of Economic Social Science and Management LAW
ELECTRONIC BANKING IN THE DIGITAL AGE: A CRITICAL LEGAL STUDY OF CYBERSECURITY, DATA PRIVACY AND CONSUMER PROTECTION IN INDIA
Electronic banking has transformed the traditional relationship between banks and their customers in India. Banking, once associated primarily with physical branches, written instruments, personal verification and paper-based records, has increasingly moved into a technology-driven environment in which financial transactions can be initiated, authenticated and completed within seconds. Internet banking, mobile banking, Unified Payments Interface (UPI), electronic fund transfers, cards, digital wallets and other technology-enabled services have substantially increased convenience, speed and financial accessibility. At the same time, the transformation of banking into an electronic ecosystem has created difficult legal questions concerning cybersecurity, unauthorised transactions, digital fraud, customer consent, data privacy, authentication, negligence, intermediary responsibility and allocation of liability between banks and customers. This research paper critically examines electronic banking and its evolving impact upon the legal environment in India, with particular emphasis on cybersecurity, data privacy and consumer protection. It argues that technological efficiency cannot be treated as the sole measure of successful digital banking. A legally sustainable electronic banking system must simultaneously guarantee security, accountability, transparency and effective remedies to customers. The paper analyses the interconnected framework of banking regulation, information technology law, data-protection law, payment-system regulation and consumerprotection principles. Particular attention is given to the Information Technology Act, 2000, the Payment and Settlement Systems Act, 2007, the Digital Personal Data Protection Act, 2023, the Digital Personal Data Protection Rules, 2025, and regulatory directions of the Reserve Bank of India. The paper concludes that the next stage of electronic banking regulation in India should move beyond mere digital expansion towards a rights-oriented model of digital financial governance in which innovation is accompanied by meaningful legal responsibility.
Electronic Banking, Digital Banking, Cybersecurity, Data Privacy, Consumer Protection, Digital Payments, Banking Law, Cyber Fraud, RBI, India.
BAGHMAR RUPESH SUBHASH, DR VIVEK TARSEMSINGH SIDHU
Copyright (c) 2025 https://creativecommons.org/licenses/by-nc-nd/4.0
REWEAVING MARGINALITY: CASTE, PATRIARCHY, AND THE INTERSECTIONAL POLITICS OF DALIT WOMEN’S LIFE-WRITING
Dalit women’s personal narratives provide an important literary space for examining the complex relationship between caste and gender in Indian society. This paper explores how Dalit women writers represent their experiences of discrimination, marginalisation, and resistance within social structures shaped by both caste hierarchy and patriarchy. Focusing on the personal narratives of Pawar, P. Sivakami, and Yashica Dutt Gidla, the study examines how their writings bring to the surface forms of oppression that cannot be understood through caste or gender alone. Their narratives reveal the everyday realities of social exclusion, unequal labour, domestic restrictions, humiliation, and the struggle for dignity and self-respect. At the same time, these writers do not portray Dalit women merely as victims of social oppression. Through memory, testimony, and self-narration, they question established social values and assert their individual and collective identities. The paper adopts an intersectional approach to understand how caste, gender, class, family, and social status intersect in shaping the lives of Dalit women. A comparative reading of the selected narratives demonstrates that Dalit women’s experiences often remain inadequately represented within both mainstream feminist discourse and Dalit social narratives. Their personal accounts therefore function as counter-narratives that challenge dominant representations of history, society, and womanhood. The study argues that Dalit women’s life-writing is not only a record of suffering but also an expression of agency, resistance, self-assertion, and the continuing struggle for equality and dignity.
Caste, Feminism, Gender-caste, Intersectionality, Patriarchy, Resistance
Narra Jaya Prakash Narayana, Dr. Sravana Jyothi Doddapaneni
भारतातील गिग अर्थव्यवस्था: रोजगारातील लवचिकता, उत्पन्न स्थैर्य आणि सामाजिक सुरक्षा: एक समीक्षात्मक अभ्यास
डिजिटल तंत्रज्ञान, ऑनलाइन प्लॅटफॉर्म आणि मागणीनुसार उपलब्ध होणाऱ्या सेवांच्या विस्तारामुळे रोजगाराच्या स्वरूपात मोठे परिवर्तन झाले आहे. या परिवर्तनाचा महत्त्वाचा परिणाम म्हणजे गिग अर्थव्यवस्था आणि प्लॅटफॉर्म आधारित कामांचा विस्तार. भारतात खाद्यपदार्थ वितरण, प्रवासी वाहतूक, फ्रीलान्सिंग, घरगुती सेवा, आयटी प्रकल्पांसारख्या विविध क्षेत्रांमध्ये गिग कामगारांची संख्या वाढत आहे. गिग कामामुळे रोजगारातील लवचिकता, प्रवेशाची सुलभता आणि अतिरिक्त उत्पन्नाच्या संधी उपलब्ध होतात; परंतु त्याच वेळी उत्पन्नातील अनिश्चितता, दीर्घ कामाचे तास, रोजगार असुरक्षितता, अल्गोरिद्मिक नियंत्रण आणि सामाजिक सुरक्षेचा मर्यादित प्रवेश यांसारख्या समस्या देखील निर्माण होतात. या शोधपत्राचा मुख्य उद्देश गिग अर्थव्यवस्थेतील रोजगारातील लवचिकता, उत्पन्न स्थैर्य आणि सामाजिक सुरक्षा या तीन प्रमुख आर्थिक आयामांमधील संबंधांचा आढावा घेणे हा आहे. २०१९ ते २०२५ या कालावधीतील भारत केंद्रित तसेच आंतरराष्ट्रीय महत्त्वाच्या अभ्यासांचा विस्तारपूर्वक अभ्यास करण्यात आला आहे. उपलब्ध साहित्याच्या विश्लेषणातून असे दिसून येते की रोजगारातील लवचिकता ही गिग कामाचे प्रमुख आकर्षण असले तरी ती नेहमी आर्थिक स्थैर्य किंवा वास्तविक स्वावलंबनाचे पर्याय ठरत नाही. विशेषतः भारतातील खाद्य वितरण व वाहतूक क्षेत्रातील कामगारांमध्ये उत्पन्नातील चढ-उतार, कामाशी संबंधित खर्च आणि सामाजिक सुरक्षा यांचा प्रश्न महत्त्वाचा आहे. समीक्षणातून असे स्पष्ट झाले आहे की विद्यमान धोरणांमध्ये अनेक पोकळी स्पष्ट झाल्या आहेत. महाराष्ट्रातील जिल्हास्तरीय अभ्यासांची कमतरता, उत्पन्न-खर्च-बचत-कर्ज-सामाजिक सुरक्षा यांचा एकत्रित आर्थिक अभ्यासांचा अभाव आणि रोजगारातील लवचिकता व उत्पन्न स्थैर्य यांच्यातील परस्परसंबंधांचे मर्यादित विश्लेषण या संशोधनाच्या प्रमुख पोकळ्या आहेत.
गिग अर्थव्यवस्था, प्लॅटफॉर्म कामगार, रोजगारातील लवचिकता, उत्पन्न स्थैर्य, सामाजिक सुरक्षा, अल्गोरिद्मिक व्यवस्थापन.
Copyright (c) 2026 https://creativecommons.org/licenses/by-nc-nd/4.0
INDIA’S STARTUP ECOSYSTEM AND ITS IMPACT ON EMPLOYMENT AND ENTREPRENEURSHIP
This study evaluates the structural evolution of India’s startup ecosystem from the launch of the Startup India initiative in January 2016 through December 31, 2023. Drawing upon administrative data from the Department for Promotion of Industry and Internal Trade (DPIIT), national economic surveys, and spatial microdata on Indian enterprise entry, we examine how state interventions, private risk capital, and regional factor endowments have reshaped entrepreneurial formation and labour absorption. By the close of 2023, official startup recognitions reached 117,254 enterprises, generating over 12.42 lakh direct, self-reported positions across more than 80% of the country's administrative districts. Our analysis highlights a process of spatial decentralisation, with Tier-II and Tier-III cities accounting for approximately 48% to 51% of recognised entities. However, the landscape continues to exhibit structural sector concentration, as information technology, healthcare, and commercial services dominate formal labour demand. Furthermore, macroeconomic shifts between 2021 and 2023—marked by a 53% drop in venture capital inflows during the 2023 funding contraction—underscore the sensitivity of early-stage employment to global liquidity cycles. We synthesise these empirical trends to assess whether tech-enabled entrepreneurship can provide a sustainable vehicle for absorbing India’s structural labour surplus.
Startup Economics, Direct Employment, Spatial Agglomeration, Entrepreneurship, Regional Factor Markets, Labour Allocation, India Economy
CROSS-CULTURAL ENCOUNTERS AND DIASPORIC IDENTITY IN THE FICTION OF JHUMPA LAHIRI AND KIRAN DESAI
The contemporary era of globalization has intensified migration and cultural exchange, making diasporic literature an important field for understanding identity, belonging, and cultural transformation. Among the most influential Indian diasporic writers, Jhumpa Lahiri and Kiran Desai explore the emotional, cultural, and psychological dimensions of migration through compelling narratives. Their novels and short stories portray characters negotiating between homeland traditions and host-country values while confronting issues of alienation, nostalgia, hybridity, and identity crises. This article examines cross-cultural encounters and diasporic identity in the fiction of Lahiri and Desai by analyzing selected works such as Interpreter of Maladies, The Namesake, and The Inheritance of Loss. Using a qualitative literary research methodology, the study highlights how both authors represent migration as a complex process involving cultural adaptation, intergenerational conflict, and the search for belonging. The findings reveal that while Lahiri emphasizes intimate family relationships and personal identity struggles, Desai focuses on globalization, postcolonial inequalities, and transnational experiences. Together, their works contribute significantly to contemporary diasporic discourse by illustrating the multifaceted realities of immigrant life. Keywords: Diaspora, Cross-cultural encounters, Identity, Migration, Hybridity, Jhumpa Lahiri, Kiran Desai, Globalization.
Jhili Patro,Dr. Sudipta Roy Chowdhury,Dr. Bail Kammari Rajya Lakshmi
Impact of Work-Life Balance on Employee Productivity: A Research Study
Work-life balance has become an important factor influencing employee productivity and organizational performance in today's competitive work environment. Balancing professional responsibilities with personal life enables employees to maintain physical and mental well-being, resulting in higher job satisfaction, motivation, and efficiency. This study examines the impact of work-life balance on employee productivity using secondary data collected from books, research journals, reports, and reliable online sources. The findings indicate that organizations promoting flexible working hours, leave policies, employee wellness programs, and supportive work environments experience higher employee engagement and productivity. However, excessive workload, work-related stress, and inadequate organizational support negatively affect employees' performance. The study concludes that maintaining a healthy work-life balance is essential for enhancing employee productivity and achieving sustainable organizational growth.
Work-Life Balance, Employee Productivity, Job Satisfaction, Employee Well-being, Organizational Performance, Human Resource Management
Intelligent Vehicle Number Plate Extraction and Recognition from Traffic Images
The rapid increase in the number of vehicles on urban roads has created a strong demand for automated traffic monitoring and vehicle identification systems. This paper presents an intelligent approach for extracting and recognizing vehicle number plates from traffic images captured under different environmental conditions. The proposed system combines image preprocessing, plate localization, character segmentation, and optical character recognition techniques to identify registration numbers accurately from static traffic images. Initially, the input image is enhanced using noise reduction and contrast adjustment methods to improve visual quality. Edge and contour analysis are then applied to detect the probable number plate region, followed by segmentation of individual characters from the extracted plate. Finally, a recognition module interprets the segmented characters and converts them into machinereadable text. The system is designed to handle variations in lighting, vehicle orientation, image resolution, and background complexity, making it suitable for real-world traffic surveillance applications. Experimental analysis demonstrates that the proposed approach can achieve reliable number plate detection and recognition with improved accuracy and reduced processing time. The developed framework can be effectively used in traffic law enforcement, automated toll collection, parking management, vehicle tracking, and smart transportation systems. Keywords: License Plate Extraction, Traffic Image Processing, Optical Character Recognition, Image Segmentation, Edge Detection, Intelligent Transportation Systems, Vehicle Identification, Automated Traffic Monitoring.
"A COMPARATIVE STUDY OF NON-PERFORMING ASSETS IN NATIONALISED BANKS"
This study presents a comparative analysis of Non-Performing Assets (NPAs) in ten selected nationalised banks in India — State Bank of India, Canara Bank, Punjab National Bank, Bank of Baroda, Union Bank of India, Indian Bank, Bank of Maharashtra, Central Bank of India, UCO Bank, and Indian Overseas Bank — over the five-year period 2021–2025. The study is descriptive and comparative in nature and is based on secondary data drawn from the annual reports of the selected banks, Reserve Bank of India publications, Ministry of Finance reports, and other published financial sources. Key indicators — Gross NPA Ratio, Net NPA Ratio, Gross NPAs, Net NPAs, Gross Advances, Net Profit, Return on Assets, and Provision Coverage Ratio — are used to evaluate the asset quality, profitability, and provisioning strength of the selected banks for the terminal year of the study period, and the banks are ranked on the basis of their overall comparative performance. The results show that Bank of Maharashtra and State Bank of India recorded the strongest overall performance, combining the lowest Gross and Net NPA ratios with the highest Return on Assets and Provision Coverage Ratios, while Central Bank of India and Punjab National Bank recorded the weakest asset-quality and profitability indicators among the selected banks. The study concludes that a combination of Gross NPA Ratio, Net NPA Ratio, Return on Assets, and Provision Coverage Ratio provides a more complete basis for evaluating the financial health of nationalised banks than any single indicator considered in isolation, and that continuous credit monitoring, timely recovery, and prudent lending practices remain central to sustaining improvements in asset quality. Keywords: Non-Performing Assets, Nationalised Banks, Gross NPA, Net NPA, Provision Coverage Ratio, Return on Assets, Credit Risk.
¹ N Paraduram, ² Dr. Chakravarthi Bachina
The Future of Education: Integrating AI Tools for Curriculum Design and Student Engagement
Artificial intelligence (AI) is rapidly reshaping the landscape of education, offering unprecedented opportunities for personalizing learning experiences, automating curriculum design, and deepening student engagement. This research paper provides a comprehensive examination of AI integration in educational settings, spanning K-12 schools, higher education, and vocational training. Drawing on a synthesis of contemporary empirical literature published between 2022 and 2025, the paper reviews leading AI tools and platforms, including intelligent tutoring systems, generative AI, adaptive learning environments, automated assessment tools, and learning analytics dashboards. A conceptual framework for AI-driven curriculum design is proposed, encompassing adaptive learning pathways, real-time feedback mechanisms, natural language processing support, and collaborative human-AI instruction. Quantitative and qualitative evidence indicates significant improvements in student engagement, assignment completion, retention, and learning outcomes following thoughtful AI integration, with effect sizes ranging from modest to substantial depending on institutional context. The paper also critically examines persistent barriers to adoption, including inadequate teacher training, privacy concerns, infrastructure costs, algorithmic bias, and issues of digital equity. Ethical dimensions are analyzed through the lens of responsible AI deployment, with policy recommendations for educators, administrators, and technology developers. The paper concludes with a phased implementation roadmap to guide institutions in adopting AI tools sustainably and equitably. The findings underscore that the future of education lies not in replacing human educators but in forging a collaborative partnership between artificial intelligence and pedagogical expertise.
POST-GALWAN INDIA–CHINA RELATIONS: STRATEGIC CHALLENGES AND EMERGING OPPORTUNITIES
The India–China relationship has undergone a significant transformation following the Galwan Valley clash of June 2020, marking the most serious military confrontation between the two countries in over four decades. The incident fundamentally altered bilateral relations by intensifying strategic distrust, accelerating military modernization, and reshaping regional security dynamics in Asia. This study examines the strategic challenges and emerging opportunities in India–China relations during the post-Galwan period. Using a qualitative and theoretical approach based on geopolitical realism, complex interdependence, and regional security complex theory, the paper analyzes border security, economic engagement, diplomatic negotiations, the Indo-Pacific strategy, and multilateral cooperation. The study finds that while border tensions continue to hinder bilateral trust, both countries recognize the importance of maintaining economic cooperation, managing crises through diplomacy, and engaging in regional institutions to prevent escalation. The research concludes that a balanced approach combining strategic preparedness, diplomatic dialogue, and economic resilience is essential for ensuring long-term stability in India–China relations.
Industry Expectations versus Academic Skills: A Gap Analysis among Commerce Post-Graduate Students
The present study discusses the difference between expectation of Industry- Academic Skill gap of commerce Post-graduates. The major objectives of this study are: To find out what industries expect from students in terms of their employability skills, to see how students are prepared academically and professionally when they enter the work place, and to determine how different and in need of adjustment are the set of employability skills they bring compared to the skills required by the industries. The study employs primary data which was collected from the students of post-graduate course in commerce schools and the representatives of the industries using the structured questionnaire. Data interpretation has been done through statistical tools like percentage analysis, mean score analysis and gap analysis. The results indicate that students have good knowledge theoretically but they face a lack of practice, communication knowledge, problem solving skills, leadership skills and digital competence needed by the industries. The study also emphasizes on the significance of internship, skill development and upgradation of the curriculum for improving the employability of students. Research highlights the importance of closer collaboration between industry and academics to overcome employability gap and enhance the employability preparedness of commerce post-graduate students.
Employability Skills, Industry Expectations, Academic Skills, Skill Gap, Commerce Post-Graduate Students, Higher Education, Industry-Academia Collaboration, Employability Gap.
A COMPARATIVE STUDY ON INTEGRATED MARKETING COMMUNICATION (IMC) STRATEGIES OF AJIO AND MYNTRA AND THEIR IMPACT ON CUSTOMER ENGAGEMENT IN ONLINE FASHION ECOMMERCE
The rapid growth of online fashion retail in India has made Integrated Marketing Communication (IMC) a central tool for ecommerce platforms seeking to build brand awareness, encourage interaction and secure long-term customer loyalty. This study undertakes a comparative evaluation of the IMC strategies adopted by two leading online fashion e-commerce platforms, AJIO and Myntra, and examines their influence on customer engagement and purchase behaviour. IMC is understood here as the coordinated use of digital advertising, social media marketing, influencer and celebrity promotions, content marketing, sales promotions, personalised marketing and mobile-application communication to deliver a consistent brand message across touchpoints. A descriptive and comparative research design was adopted, combining primary data collected from 200 respondents through a structured questionnaire administered on a five-point Likert scale, with secondary data drawn from textbooks, research journals, company websites and industry reports. Respondents were selected using simple random sampling from among consumers who have purchased fashion products through AJIO, Myntra or other online platforms. The findings indicate that IMC activities exert a consistently positive influence on brand awareness, customer interaction, trust, purchase intention, satisfaction and loyalty. Social media marketing, influencer and celebrity promotions, and discount and festive-sale campaigns emerged as the most influential communication tools, particularly among younger, employed and student respondents who form the dominant user base of both platforms. Personalised recommendations and customer reviews were also found to meaningfully shape trust and the overall shopping experience. The study concludes that a well-integrated, consistent communication strategy across digital advertising, social media, influencer collaboration and personalised marketing is essential for online fashion retailers seeking to strengthen customer engagement and long-term brand loyalty in an increasingly competitive market. Keywords: Integrated Marketing Communication, Customer Engagement, AJIO, Myntra, Online Fashion E-Commerce, Digital Marketing, Influencer Marketing, Brand Loyalty.
A COMPARATIVE STUDY ON THE IMPACT OF DIGITAL MARKETING STRATEGIES ON CUSTOMER ENGAGEMENT: A STUDY OF AMAZON AND FLIPKART SMARTPHONE CUSTOMERS
Digital marketing has become one of the most powerful forces shaping customer engagement in India's smartphone e-commerce industry. This study compares the digital marketing strategies adopted by two leading e-commerce platforms, Amazon and Flipkart, and examines their impact on customer engagement among smartphone buyers. Digital marketing is considered here as the coordinated use of social media marketing, search engine optimisation and marketing, content marketing, influencer marketing, email marketing, mobile app marketing, personalised recommendations and online display advertising to build customer awareness, interaction, trust and loyalty. A descriptive and comparative research design was adopted, combining primary data collected from 200 smartphone customers in Hosapete and Ballari, Karnataka through a structured questionnaire administered on a five-point Likert scale, along with secondary data drawn from textbooks, research journals, company reports and academic databases. Respondents were selected using simple random sampling from among customers who had purchased a smartphone through Amazon or Flipkart within the preceding twelve months. The findings show that digital marketing strategies exert a consistently positive influence on customer awareness, interaction, trust, satisfaction, purchase intention and loyalty. Social media advertising, online advertisements, search engine results, influencer and YouTube reviews, and product comparison and review features emerged as the most influential tools, while personalised recommendations and mobile app notifications meaningfully strengthened engagement and repeat visits. The study concludes that an integrated, customer-centric digital marketing strategy combining these tools is essential for ecommerce platforms seeking to build lasting engagement and loyalty among smartphone buyers in an increasingly competitive market. Keywords: Digital Marketing, Customer Engagement, Amazon, Flipkart, Smartphone E-Commerce, Influencer Marketing, Personalisation, Customer Loyalty.
A COMPARATIVE STUDY ON THE IMPACT OF DIGITAL CONTENT MARKETING ON BRAND AWARENESS OF APPLE AND SAMSUNG SMARTPHONES
The smartphone industry has moved decisively from conventional advertising toward digital content marketing as its primary tool for building brand awareness. This study undertakes a comparative analysis of the digital content marketing strategies of Apple and Samsung and examines their influence on consumer brand awareness. A descriptive and comparative research design was adopted, and primary data were gathered from 200 respondents in Ballari using a structured questionnaire based on a five-point Likert scale, supplemented by secondary data from journals, company reports, and academic literature. The independent variable, digital content marketing, was studied through dimensions such as social media marketing, content quality, video marketing, influencer marketing, customer engagement, and product launch campaigns, while brand awareness was examined through brand recognition, recall, familiarity, preference, trust, and purchase intention. The findings indicate that digital content marketing, particularly through platforms such as Instagram and YouTube, product demonstration videos, influencer collaborations, and official websites, has a strong and positive influence on consumer brand awareness, trust, and purchase intention for both brands. The study concludes that sustained investment in consistent, informative, and platform-specific digital content is essential for smartphone brands seeking to strengthen brand awareness and long-term consumer loyalty. Keywords: Digital Content Marketing, Brand Awareness, Smartphone Industry, Apple, Samsung, Social Media Marketing, Influencer Marketing, Consumer Perception
A COMPARATIVE STUDY OF RISK AND RETURN ANALYSIS OF SELECTED MUTUAL FUNDS SCHEMES IN INDIA
This study examines the risk and return performance of ten selected large-cap mutual fund schemes in India — Aditya Birla Sun Life Large Cap Fund, Axis Large Cap Fund, Bandhan Large Cap Fund, Baroda BNP Paribas Large Cap Fund, Canara Robeco Large Cap Fund, DSP Large Cap Fund, HDFC Large Cap Fund, HSBC Large Cap Fund, ICICI Prudential Large Cap Fund, and Invesco India Largecap Fund — over the fiveyear period 2021–2025, benchmarked against the NIFTY 50. The study is descriptive and analytical in nature and is based on secondary data drawn from AMFI, SEBI, Value Research, Morningstar, and the official websites of the respective asset management companies. Five key measures — Mean Return, Standard Deviation, Beta, Sharpe Ratio, and Jensens Alpha — are used to evaluate the return, volatility, systematic risk, and risk-adjusted performance of the selected schemes, and the schemes are ranked on the basis of their overall risk-adjusted performance. The results show that ICICI Prudential Large Cap Fund and HDFC Large Cap Fund delivered the strongest overall risk-adjusted performance, recording the highest Sharpe Ratios and positive Jensens Alpha values, while Axis Large Cap Fund recorded the lowest mean return and the weakest risk-adjusted performance among the selected schemes. The study concludes that risk-adjusted performance measures provide a more reliable basis for evaluating mutual fund schemes than returns alone, and that investors, financial advisors, and researchers should consider Standard Deviation, Beta, Sharpe Ratio, and Jensens Alpha together with historical returns while selecting large-cap mutual fund schemes for long-term investment. Keywords: Mutual Funds, Risk and Return, Large-Cap Funds, Sharpe Ratio, Jensens Alpha, Beta, NIFTY 50.
¹ Mulla Mohammed Arif, ² Dr. Chakravarthi Bachina
SPATIAL INEQUALITIES IN BASIC SERVICE ACCESSIBILITY IN THE HIMALAYAN FOOTHILLS: A GEOSPATIAL ASSESSMENT OF SAMBA DISTRICT, J&K, INDIA
Equitable access to basic services like transport, law enforcement, healthcare, banking, and fire safety is a fundamental determinant of well-being and regional development, particularly in the ecologically fragile and topographically diverse tracts of the north-western Himalayan foothills. This study presents a geospatial assessment of the spatial distribution and accessibility of six categories of basic amenities including bus stops, police stations, primary health centres (PHCs), Jammu & Kashmir (J&K) Bank branches, fire stations, and HDFC Bank ATMs — across Samba district, Jammu Province, India. Locations of 56 individual facilities were geo-tagged using GPS-referenced coordinates and mapped in ArcGIS. Euclidean buffer-zone analysis was performed around police stations, primary health centres, and fire stations to delineate service-coverage envelopes, and the resulting layers were overlaid on a Land Use/Land Cover (LULC) classification of the district to evaluate accessibility in relation to settlement pattern and terrain. The results show a pronounced core–periphery gradient: amenities cluster along the National Highway corridor and around the twin industrial-urban nodes of Samba town and Bari Brahmana, while the northern hill tracts (Purmandal, Uttervani, Nud) and the southern border belt adjoining Pakistan remain comparatively underserved, with wider buffer gaps for emergency-response facilities. Of the district's 17 primary health centres, only two fire stations (three sub-units) and six police stations exist, a facility-to-area ratio that leaves large tracts beyond a reasonable emergency-response radius. The findings echo wider evidence from the Himalayan region that low-lying, well-connected plains areas enjoy lower vulnerability and better service access than remote and hilly tracts, and they underscore the need for terrain-sensitive, equity-oriented planning of public infrastructure. The study offers a replicable GIS-based framework for identifying service-accessibility gaps and provides an evidence base for future facility siting in Samba district and comparable sub-montane regions of the Himalaya.
Performance Evaluation of Canara Bank in India: Trend Analysis of Deposit Mobilisation and Fund Deployment
Deposit mobilisation and the deployment of mobilised resources through advances are the twin pillars of bank intermediation, and the manner in which a bank manages this asset–liability interface has a direct bearing on its financial soundness. This study analyses the trend in deposit mobilisation and deployment of funds of Canara Bank, a leading Indian public sector bank, by examining its deposits and advances over the ten-year period FY 2015–16 to FY 2024–25 — a period spanning the amalgamation of Syndicate Bank with Canara Bank effective 1 April 2020. The study is based entirely on secondary data drawn from the audited Balance Sheets and Schedules annexed to the Annual Reports of Canara Bank, with the FY 2014–15 Annual Report used additionally as the base-year reference for computing opening-year growth. Total deposits, the deposit mix (demand, savings and term deposits), the CASA ratio, the cost of deposits, deposits per branch and per employee, total advances and the Credit–Deposit Ratio were examined using Year-on-Year growth rates, Compound Annual Growth Rate (CAGR), descriptive statistics, Pearson correlation and simple linear regression. Total deposits grew from ₹4,79,791.56 crore to ₹14,56,883.18 crore (CAGR 13.13 per cent) and total advances from ₹3,24,714.82 crore to ₹10,49,155.02 crore (CAGR 13.92 per cent), with the amalgamation year producing a discrete, one-time structural jump rather than an organic acceleration. Deposit growth and advances growth were found to be strongly and significantly correlated (r = 0.95, p < 0.01), and simple regression confirmed deposit growth as a statistically significant predictor of advances growth (R² = 0.91, p < 0.01). The Credit–Deposit Ratio remained within a disciplined band of 63.22 per cent to 72.74 per cent throughout, indicating sound liquidity management even as the balance sheet nearly tripled. The findings carry direct practical implications for the Bank's deposit-mobilisation strategy, CASA rebuilding, branch and employee productivity, and credit-deployment planning in the post-merger phase
Estimation of British authors on the post - Brexit cultural shifts
This study explored how contemporary British authors interpreted, represented, and critically engaged with the cultural shifts that followed the United Kingdom’s withdrawal from the European Union—an event widely known as Brexit. Rather than treating Brexit purely as a political or economic event, the research placed it within a broader cultural and literary context, highlighting how major historical developments are reflected, processed, and reimagined through creative expression. In this light, literary works produced in the post-Brexit period emerged as rich sites for examining questions of identity, belonging, and social cohesion. The study focused on how both British fiction and non-fiction responded to the changing cultural landscape, portraying experiences of uncertainty, fragmentation, and redefinition that have become increasingly prominent in public consciousness. These narratives often captured a sense of transition, showing how traditional notions of national identity were reconsidered and reshaped in response to new political and cultural boundaries. Through literature, complex emotional and psychological reactions to Brexit—such as anxiety, nostalgia, dislocation, and ambivalence—were expressed in subtle and symbolic ways. In doing so, authors provided readers with a window into the lived realities of a society navigating profound change. The study also highlighted how post-Brexit literature did more than document these shifts; it actively participated in shaping cultural understanding. By foregrounding issues of identity and belonging while experimenting with narrative form and perspective, British writers contributed to an ongoing redefinition of national narratives. Ultimately, this research underscored the central role of literature in interpreting the cultural aftermath of Brexit. It demonstrated that literary works not only reflect societal change but also influence how such change is perceived, understood, and remembered within the broader cultural imagination. Keywords British literature, Brexit, cultural shifts, identity, narrative representation, post-Brexit fiction
SYMBOLISM AND CULTURAL IDENTITY IN TRADITIONAL INDIAN TEMPLE SCULPTURE
Traditional Indian temple sculpture represents one of the most profound visual expressions of India's religious philosophy, cultural identity, and artistic excellence. Beyond their decorative function, temple sculptures serve as symbolic narratives that communicate spiritual beliefs, ethical values, mythological traditions, and social ideals across generations. Every sculptural element, including deities, celestial beings, animals, floral motifs, geometric patterns, and architectural ornaments, embodies carefully defined symbolic meanings derived from ancient scriptures and regional cultural practices. These sculptures not only enrich the architectural beauty of temples but also function as educational and devotional media that preserve collective cultural memory. Despite centuries of political, social, and technological transformation, traditional temple sculpture continues to influence contemporary religious art, heritage conservation, and cultural identity. This article examines the symbolism embedded within Indian temple sculpture, explores its role in shaping cultural identity, analyzes regional artistic variations, and discusses contemporary challenges associated with preserving this invaluable artistic heritage. The study emphasizes that traditional temple sculpture remains a dynamic cultural resource that strengthens historical continuity while inspiring modern artistic expression and heritage conservation.
KORUGOMMI GURU BALA BRAMHAM, VADLA BHEEMACHARI
EVOLUTION OF TRADITIONAL WOODEN SCULPTURE IN SOUTH INDIAN ART
Traditional wooden sculpture occupies a distinguished position in the artistic heritage of South India, reflecting centuries of religious devotion, architectural innovation, and exceptional craftsmanship. From intricately carved temple doors and chariots to ceremonial icons, architectural brackets, pillars, and decorative panels, wooden sculptures have played an essential role in preserving the cultural identity of southern Indian communities. Skilled artisans transformed locally available timber into expressive artistic forms using sophisticated carving techniques passed through hereditary traditions. The evolution of wooden sculpture has been shaped by regional dynasties, temple architecture, indigenous materials, religious practices, and evolving artistic styles while maintaining strong connections with traditional craftsmanship. Although stone sculpture often dominates discussions of Indian temple art, wooden sculpture represents an equally significant artistic tradition that demonstrates remarkable technical precision and aesthetic refinement. This article examines the historical evolution of traditional wooden sculpture in South India, explores the materials, carving techniques, cultural significance, regional variations, and contemporary relevance of this artistic heritage, and discusses the challenges and preservation strategies necessary for sustaining this unique craft tradition.
VADLA BHEEMACHARI, KORUGOMMI GURU BALA BRAMHAM
Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0
Social Media Marketing Strategies For Improving Hospital Reputation
Social media platforms have become central to how hospitals build, manage, and repair their public reputation. This paper examines the social media marketing strategies used by hospitals to strengthen brand trust, patient engagement, and overall reputation in an increasingly digital healthcare marketplace. As patients turn to Instagram, Facebook, YouTube, and other platforms not only for health information but also to gauge a hospital's credibility through doctor content, patient testimonials, and community engagement, hospitals face growing pressure to maintain an active, authentic, and responsive social media presence. This study investigates which content types, platforms, and engagement practices most strongly influence hospital reputation, and identifies gaps in current hospital social media strategy. Primary data was collected through a structured survey of hospital marketing personnel and patients, supplemented with secondary data from hospital social media analytics, industry reports, and academic literature. Findings reveal that doctor-led educational content and prompt responses to patient queries and complaints are the strongest reputation drivers, while inconsistent posting and delayed crisis response are the leading causes of reputation erosion. The study recommends a structured content calendar, platform-specific engagement protocols, and a formal social media crisis-response plan to help hospitals convert social media presence into measurable reputation gains.
Copyright (c) 2024 https://creativecommons.org/licenses/by-nc-nd/4.0
Impact of Social Media Advertising on Hospital Brand Awareness and Patient Choice
Social media advertising has become a central instrument in hospital marketing strategy, used to build brand recognition, communicate service offerings, and influence the decision-making of prospective patients. This paper examines the impact of social media advertising on hospital brand awareness and patient choice, with reference to multi-specialty hospitals competing within the same urban catchment area. As patients increasingly research and compare hospitals online before making a choice, particularly for elective and planned procedures, social media advertising has emerged as a key touchpoint influencing both awareness and trust ahead of the first clinical interaction. Primary data was collected through structured questionnaires administered to patients and prospective patients who had encountered hospital advertising on social media platforms, supplemented by secondary data drawn from hospital marketing reports, platform advertising analytics, and published healthcare-marketing literature. Findings reveal that patient testimonials, doctorcredential-led content, and targeted local advertising recorded the strongest influence on brand recall and choice, while generic promotional content showed comparatively weak impact. Hospitals with sustained, credibility-focused social media advertising recorded measurably higher brand awareness and stronger representation in patient consideration sets than hospitals relying on sporadic or purely promotional advertising. The paper concludes with recommendations for credibility-driven content strategy, targeted local advertising, and integration of advertising analytics with patient-conversion tracking to strengthen the role of social media advertising in hospital brand building.
Copyright (c) 2022 https://creativecommons.org/licenses/by-nc-nd/4.0
EMPLOYEE JOB SATISFACTION IN PRIVATE EDUCATIONAL INSTITUTIONS: A STUDY OF RAIPUR DISTRICT
Employee job satisfaction plays an important role in improving organisational performance and employee commitment. The present study examines the level of job satisfaction among employees working in private educational institutions in Raipur district of Chhattisgarh. The study follows a descriptive research design and uses both primary and secondary data. Primary data were collected from 100 employees using a structured questionnaire through convenience sampling. The collected data were analysed using frequency, percentage, mean, standard deviation, and a one-sample t-test. The findings revealed that work environment, job security, and employee recognition were the major factors influencing job satisfaction. The statistical analysis indicated that the selected factors had a significant influence on employee job satisfaction. The study concludes that improving working conditions, promotion opportunities, and employee recognition can enhance employee satisfaction and organisational effectiveness. Keywords: Job Satisfaction, Private Educational Institutions, Employees, Human Resource Management, Raipur, Chhattisgarh.
From Transactions to Loyalty: Examining the Influence of Retail Loyalty Card Programs on Consumer Buying Behaviour
The Indian organized retail sector has undergone a remarkable transformation over the past two decades due to rapid urbanization, increasing disposable income, changing lifestyles, and technological advancements. One of the most widely adopted customer relationship management (CRM) strategies in organized retail is the implementation of loyalty card programs. These programs are intended to strengthen customer relationships, improve retention, encourage repeat purchases, and generate valuable customer data for targeted marketing. Retail chains such as Big Bazaar and Ondoor Superstores have extensively employed loyalty cards to attract and retain customers by offering reward points, discounts, cashback, personalized offers, and exclusive promotional schemes. The present study investigates the influence of loyalty cards on consumer buying behavior with special reference to Ondoor and Big Bazaar Superstores in Bhopal City. The study examines how demographic characteristics, shopping frequency, reward perceptions, customer satisfaction, and loyalty programs collectively affect consumers' purchase decisions. Primary data are proposed to be collected through a structured questionnaire from 300 respondents who regularly shop at organized retail stores in Bhopal. Descriptive statistics, reliability analysis, Chi-square tests, correlation analysis, regression analysis, and hypothesis testing are employed to analyze the collected data. The findings are expected to reveal that loyalty cards significantly influence purchase frequency, customer retention, average spending, and brand preference. Customers are likely to perceive loyalty programs positively when they offer tangible rewards, ease of redemption, and personalized benefits. The research further suggests that loyalty cards not only encourage repeat purchases but also enhance long-term customer relationships through improved satisfaction and trust. The study contributes to existing literature by comparing two organized retail formats operating in central India and provides practical implications for retail managers seeking to optimize customer loyalty strategies. The results may assist retail organizations in designing more effective loyalty programs to improve customer engagement and business profitability.
AN EMPIRICAL STUDY OF FINANCIAL AWARENESS AMONG SALARIED WOMEN IN BILASPUR DIVISION
Increasing financial awareness is essential in encouraging the financial wellness of the people in their budgeting, saving, investing, insurance, borrowing and retirement planning. The study is an empirical study which analyzes the situation of ‘financial awareness’ of salaried women in Bilaspur division and to study the factors affecting financial knowledge and decision making process of them. The research is quantitative and descriptive, and uses primary data, which is obtained by filling out a questionnaire for women who are working in the public sector and private sector and have a salary. Data obtained were analysed both descriptively and inferentially, with the evaluation of the level of financial awareness performed with the inferential analysis. The responses showed a satisfactory basic financial knowledge and awareness of digital banking service but, lower in order of awareness are investment planning, diversification of risk, tax saving instruments and retirement planning. The study highlights the need for financial literacy programmes in certain regions, promoting financial education within the workplace and policy development for developing financial competence and financial security for the salaried women in Bilaspur Division in the long term.
PEER-TO-PEER LENDING PLATFORMS: REGULATORY FRAMEWORK IN INDIA
Peer-to-Peer (P2P) lending has emerged as an important component of the global FinTech ecosystem, connecting borrowers and lenders through technology-enabled platforms. In India, P2P lending provides opportunities for alternative credit access and investment while creating concerns related to credit risk, information asymmetry, consumer protection, data privacy, cybersecurity, and regulatory compliance. The Reserve Bank of India (RBI) established a dedicated regulatory framework by classifying P2P platforms as Non-Banking Financial Companies–Peer to Peer Lending Platforms (NBFC-P2P). This study critically examines India's regulatory framework, focusing on registration, permissible and prohibited activities, fund management, escrow arrangements, exposure limits, disclosure, risk management, and stakeholder protection. The study adopts a descriptive and analytical approach based on secondary data from RBI regulatory documents, official publications, academic literature, and institutional reports. The findings indicate that India's regulatory framework provides a structured foundation for responsible P2P lending, although challenges remain in regulatory compliance, investor awareness, risk communication, data governance, cybersecurity, and consumer protection. The study concludes that a proportionate, risk-based, and technology-sensitive regulatory approach is essential for sustainable P2P lending and stakeholder confidence.
A STUDY ON FINANCIAL PERFORMANCE ANALYSIS OF SELECTED IT COMPANIES IN INDIA
Financial performance evaluation is central to understanding the operational efficiency, profitability, and long-term sustainability of firms operating in India's information technology (IT) sector. This study examines the financial performance of ten major Indian IT companies — Tata Consultancy Services, Infosys, Wipro, HCL Technologies, Tech Mahindra, LTIMindtree, Mphasis, Persistent Systems, Coforge, and Oracle Financial Services Software — over the five-year period from 2021-22 to 2025-26. Using secondary data drawn from company annual reports, NSE and BSE filings, and other published financial sources, the study applies ratio analysis covering liquidity (Current Ratio, Quick Ratio), profitability (Net Profit Ratio, Return on Assets, Return on Equity), solvency (Debt-Equity Ratio), and efficiency (Asset Turnover Ratio), supported by descriptive statistics (mean, standard deviation) and a one-way ANOVA on Return on Assets. The results show that Oracle Financial Services Software and Tata Consultancy Services recorded the strongest liquidity and profitability positions, while companies such as Wipro and Tech Mahindra reported comparatively lower profitability and returns. Most companies maintained low debt-equity ratios, indicating limited reliance on external borrowing. The ANOVA results confirm statistically significant differences in Return on Assets across the selected companies. The study concludes that financial performance varies considerably within the Indian IT sector and recommends that companies strengthen cost control, asset utilisation, and strategic investment to sustain long-term growth.
A COMPARATIVE STUDY ON INFLUENCER MARKETING AND CELEBRITY ENDORSEMENT IN MAXFASHIONS AND RELIANCE TRENDS
Retail brands increasingly rely on marketing activities and celebrity endorsement to build awareness, shape brand image, and influence purchase decisions in an intensely competitive marketplace. This study undertakes a comparative examination of the influence of marketing activities and celebrity endorsement on consumer behaviour, with specific reference to two leading Indian value-fashion retailers, Max Fashion and Reliance Trends. A structured questionnaire was administered to 200 respondents drawn from the customers of the two brands, selected through simple random sampling, and the resulting primary data on respondent demographics, brand awareness, marketing effectiveness, and celebrity-endorsement perception was analysed using percentage analysis and tabulation. The results show that product quality, affordable pricing, and discounts and offers are the strongest drivers of purchase decisions and brand preference, while celebrity endorsement exerts only a moderate, supporting influence on brand awareness and purchase behaviour. Social media and word-of-mouth through friends and family emerged as the leading sources of brand awareness, and Reliance Trends was perceived to hold a marginally stronger brand image than Max Fashion. The study concludes that although celebrity endorsement contributes to brand recall and initial interest, core marketing fundamentals — product quality, pricing, and customer experience — have a considerably greater bearing on consumer preference and loyalty, and recommends that both brands strengthen these fundamentals while using celebrity endorsement selectively rather than as a primary strategy.
A STUDY ON RATIO ANALYSIS OF PUBLIC SECTOR BANKS
This study examines the financial performance of ten selected Public Sector Banks (PSBs) in India — State Bank of India, Bank of Baroda, Punjab National Bank, Canara Bank, Union Bank of India, Bank of India, Indian Bank, Central Bank of India, Indian Overseas Bank, and Bank of Maharashtra — over the five-year period 2022–2026, using financial ratio analysis. The study is descriptive in nature and is based on secondary data drawn from published annual reports and other credible financial sources. Six key ratios — Current Ratio, Return on Assets, Return on Equity, Net Profit Margin, Debt-to-Equity Ratio, and Cost-to-Income Ratio — are used to assess the liquidity, profitability, solvency, and operational efficiency of the selected banks, with descriptive statistics and ANOVA applied to summarise the data and test for significant differences among the banks. The results show that the financial performance of the selected PSBs varies considerably in terms of profitability, cost management, capital structure, and efficiency, with several banks recording consistent improvement over the period and others showing greater scope for improvement; Bank of Maharashtra emerged as the strongest overall performer. The study concludes that financial ratio analysis remains an effective tool for evaluating bank performance and offers useful evidence for management, investors, researchers, and policymakers seeking to strengthen the financial management and productivity of Public Sector Banks.
A STUDY ON CUSTOMER PERCEPTION TOWARDS DIGITAL BANKING IN BALLARI
Digital banking has become one of the most significant transformations in the Indian financial services sector, reshaping how customers access, manage, and transact money through mobile applications, internet banking, UPI, ATMs, and other electronic channels. This study examines customer perception towards digital banking among 201 respondents in Ballari city, Karnataka, focusing on the demographic profile of users, their usage patterns, the factors that drive adoption, the problems they encounter, and their overall satisfaction with security, availability, speed, usability, trust, and customer support. Using primary data collected through a structured questionnaire and analysed with percentage analysis, tables, and a Chi-Square test, the study finds that respondents in the 21–30 age group, salaried employees, and graduates form the dominant user base, that Canara Bank is the most widely used institution, and that daily usage driven by time-saving and convenience is the norm. Customers expressed broadly favourable perceptions of the security, availability, speed, and usability of digital banking, although transaction failures and poor internet connectivity remain notable concerns. The Chi-Square test found no statistically significant association between respondents' age group and their trust in the bank's handling of data security, indicating that confidence in digital banking security is broadly consistent across age groups. The study concludes that while digital banking enjoys strong acceptance in Ballari, banks need to keep strengthening connectivity, transaction reliability, cybersecurity, and customer support to sustain and widen adoption further.