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Marketing odyssey for a digitally native brand: a case study of Sunbird Straws
Research methodology: The case study incorporated a combination of primary and secondary data collection approach. The authors interviewed Dr Varghese, the co-founder of Sunbird Straws and the protagonist in this case study. In addition, secondary data was obtained from various sources such as newspaper articles, journal publications and company reports. Case overview/synopsis: On a rosy and vibrant morning in 2017, Dr Saji Varghese, a professor at Christ University in Bangalore, stumbled upon a curved coconut leaf on the campus resembling a straw. This sparked his motivation to transform coconut leaves into a natural straw, prompting him to initiate experiments with coconut leaves in his kitchen. The process of boiling and straining leaves became his method for crafting an eco-friendly straw. After numerous attempts, he successfully produced straws from coconut leaves, introducing a distinctive and creative concept incubated at IIM Bangalore. These unique straws, crafted by Varghese, prioritised environmental friendliness and were also crafted entirely from biodegradable materials, free from harmful chemicals. These straws demonstrated durability in hot and cold beverages for up to 3 h, maintaining their integrity without becoming soggy or leaking. As the business flourished, it reached a critical juncture. The primary challenge centred around product marketing, mainly due to consumer unfamiliarity with such sustainable straws. This was a product that also fell under the category of low involvement for consumers. Raising awareness about the product and persuading consumers to purchase presented a significant hurdle. In response, Varghese assigned his team to develop cost-effective marketing strategies. Given the start-up nature of the business, advertising budgets were constrained, and the objective was to achieve a positive return on advertising spend for every investment in advertising the product. In addition, the focus was on increasing the likelihood of selling the straws on both business-to-business and business-to-consumer levels. In this case study, Vargheses role and predicament exemplify the delicate equilibrium that entrepreneurs frequently grapple with, striking a balance between marketing strategy and return on ad spent to steer the trajectory of their businesses. It offered a valuable examination of the nuanced decisions marketers encounter as they strive for both profitability and customer-centric products. Complexity academic level: The case study is relevant to the marketing discipline. All undergraduate and postgraduate-level marketing courses in higher education institutions can use this case study. It can also be used in integrated marketing communication or digital marketing classes. It can be used further in the hospitality and management fields. Also, online courses in marketing can include this case study. 2024, Emerald Publishing Limited. -
Mamaearth: from a mothers dilemma to a multi-crore brand
Learning outcomes: The case study has several objectives: to gauge the evaluation of the direct-to-consumer industry in the economy of India, to analyse the competition of the brands, to ascertain the evolution of smaller direct-to-consumer (DTC) brands on the purchasing capacity of consumers, to analyse challenges in branding in Tier 2 and 3 cities and to evaluate the strategic branding decisions of Mamaearth. Case overview/synopsis: During her pregnancy, Ghazal Alagh and her husband Varun Alagh, the co-founders of Mamaearth, were looking for some good and natural products for their babys skincare. However, she could not find products that were 100% safe. Hence, as a concerned mother, she started using a few hands-on home remedies for her baby, which were 100% organic, and then the idea clicked to her to start a baby care brand named Mamaearth, which later also included personal care products. The company started as a DTC/internet-first brand in 2016, which only used to sell products online without any intermediaries when it was still trying to make its way in the market and was aware of the stiff competition by giants such as Hindustan Unilever and Proctor & Gamble, who were ruling the market for decades. When the COVID-19 pandemic hit, the market saw a shift in consumer buying patterns. There was greater use of e-commerce touch points for shopping, as various digital platforms such as the official site of products, social media and mobile platforms were used by consumers during the pandemic, leading to digitalization in buying and digitalization of consumer shopping journey. These technology platforms were expected to play a substantial role in reaching and creating consumer awareness, transaction and retention post-COVID according to reports by Deloitte 2020. Moreover, such a shift in behaviour amidst the COVID-19 pandemic shot up sales of this DTC brand and made itself the big shot it is today, where they were looking to get into an initial public offering in just seven years of its launch. They re-evaluated their strategy, which helped them become the biggest brand in no time. Complexity academic level: This case study is suitable for Doctor of Philosophy students. Supplementary material: Teaching notes are available for educators only. Subject code: CSS 8: Marketing. 2023, Emerald Publishing Limited. -
Rise of Populism in Northeast India: A Case of Assam
A blend of historical and contemporary forces has shaped populism in India. The Congress governments shortcomings (20042014), marked by dynastic politics and corruption, paved the way for the rise of populism, particularly under the Bharatiya Janata Party (BJP), which capitalized on anti?elite sentiment. Narendra Modis leadership, characterized by Hindu nationalism and a development agenda, has significantly altered Indias political landscape. This study focuses on the rise of populism in Northeast India, specifically in Assam, where populist movements and leaders have increasingly influenced the socio?political environment. It explores the socio?economic conditions and identity politics that have driven the growth of populist ideologies, often leading to the marginalization of ethnic minorities. By analyzing key political events, movements, and policies, the research seeks to uncover the root causes of populism in Assam and its impact on democracy, social cohesion, and regional stability. Employing a qualitative methodology that includes political speeches, media analysis, and empirical evidence, the study examines how political leaders in Assam have mobilized regional and ethnic sentiments for electoral gains, further exacerbating ethnic marginalization. The article aims to understand the catalysts and consequences of populist governance in Assam, offering insights into the broader trend of populism in Northeast India and its future trajectory. 2024 by the author(s). -
Business model of IPL: Role of product placement in creating it as a brand /
Product Placement is a new innovative and modern form of advertising and promotional mechanism in which the marketers brand their goods by placing it in sports & entertainment programs. Brand Placement when collaborated with a well respected athlete or is strategically placed on the field at a game has helped many brands draw much needed exposure to their product offerings. The modes of product placement have transformed over the years, from the traditional practice of inserting ten or thirty seconds commercials to direct placement of the brand during live game or match intervals. Brand placement has the power to persuade a consumer or to strengthen the loyalty towards a brand. -
A Qualitative Enquiry of the Experience of Music Professionals during the COVID-19 Pandemic
Introduction: The COVID-19 pandemic became a new normal in todays world and has changed the consumption pattern and absorption of music and music apps in India. The music industry is relatively non-telecommutable, making working from home difficult during the imposed lockdown and social distancing norms. These conditions had adverse effects on the physical and mental health of music professionals. Therefore, it was crucial to understand the differential impact of COVID-19 on music professionals to find effective solutions and plan for future careers in a changed music industry. Method: The current paper qualitatively explored the experiences of the music professionals participating in this research during the COVID-19 pandemic in India. Twelve participants having 8 years of average professional experience (comprising singers, instrumentalists, music teachers, composers, YouTube content creators) were telephonically interviewed during the second wave of COVID-19 in India. The interviews were analysed using thematic content analysis. Results: The thematic content analysis resulted in the emergence of two major themes identified from the participants narratives were impact on participating music professionals and coping reactions. Conclusion: The themes emerged from analysis highlighted the impact of COVID-19 on these music professionals and the coping reactions utilized by them. 2025 selection and editorial matter, Dr Uzaina, Dr Rajesh Verma with Dr Ruchi Pandey; individual chapters, the contributors. -
Financial inclusion of rural sector: Imperative for sustainable economic growth of India
This research paper aimed to take a look on the present status of financial inclusion in the Indian economy, especially in the rural sector. It also suggested few measures to be taken by the government and banking sector to enhance the inclusion of deprived sections of our country in the financial ecosystem. The data was collected from various secondary sources to depict the present level of financial inclusion, primarily after the implementation of various government policies. The suggested measures mainly included financial literacy and awareness campaign to be implemented at the grass root level along with a robust infrastructure to increase the telephone and internet connectivity in the rural sector. The researchers also analysed that the financial inclusion of the rural sector is imperative for the sustainable economic growth of an agricultural driven economy like India. 2021 Ecological Society of India. All rights reserved. -
Adsorption and storage of hydrogen- A computational model approach
Due to the imperative global energy transition crisis, hydrogen storage and adsorption technologies are becoming popular with the growing hydrogen economy. Recently, complex hydrides have been one of the most reliable materials for storing and transporting hydrogen gas to various fuel cells to generate clean energy with zero carbon emissions. With the ever-increasing carbon emissions, it is necessary to substitute the current energy sources with green hydrogen-based efficient energy-integrated systems. Herein, we propose an input-output model that comprehends complex hydrides such as lithium and magnesium alanates, amides and borohydrides to predict, estimate, and directly analyse hydrogen storage and adsorption. A critical and thorough comparative analysis of the respective complex hydrides for hydrogen adsorption and storage is discussed, elucidating the storage applications in water bodies. Several industrial scale-up processes, economic analysis, and plant design of hydrogen storage and adsorption approaches are suggested through volumetric and gravimetric calculations. 2024 Elsevier Inc. -
Cultivating Digital Fields: A Cloud-Centric Blueprint for Stakeholder Engagement in the Indian Agriculture
This paper examines the potential of cloud computing to revolutionize the Indian agricultural sector, government operations, and rural connectivity. It highlights the benefits and challenges associated with cloud computing in agriculture and proposes a structured model to implement it effectively. Cloud computing allows farmers to access real-time information, make informed decisions, and improve access to markets. The paper examines the difficulties and advantages of cloud computing for the government in transitioning to a cloud-based version of itself for its operations. Additionally, it draws attention to specific areas related to the agricultural sector in India and certain applications offered by the government to enhance the consumer experience for stakeholders. The Government of India has demonstrated its commitment to developing technology-driven agriculture through e-NAM, Kisan Suvidha, and Agri-market initiatives. However, some challenges must be addressed to ensure the successful adoption of cloud computing in the agricultural sector. The proposed implementation model outlines the essential stages of the process, including the needs assessment, the selection of cloud providers, the automation of workflow, the modernization of applications, the implementation of security measures, and the implementation of continuous improvement. The model emphasizes the importance of training, feedback mechanisms, and collaboration. Furthermore, the paper underscores the need for a specific feedback system and grievance redress for agricultural cloud applications to enhance user experiences. To reap the full benefits of cloud computing in the Indian agricultural sector, a comprehensive strategy is necessary. This strategy necessitates technology adoption, awareness-raising, education, and stakeholder engagement. Utilizing cloud technologies, the Indian agricultural sector can realize sustainable growth, increased efficiency, and equitable development. This paper emphasizes the importance of cloud computing in transforming the Indian agrarian landscape. The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024. -
Fake News Detection and Classify the Category
Everyone depends on numerous sources of E-news in today's world when the internet is ubiquitous. Online content abounds, especially social media feeds, many of which are unreliable and may not always be factual. For people to utilise social media platforms like Facebook, Twitter, and others, fake news is a topic that may be studied through Natural Language Processing techniques. Using ideas from natural language processing and machine learning applied to social media, our goal in this work is to conduct categorization of different news items that are available online. Our intention is to empower the user to utilise NLP (Natural Language Processing) methods to identify 'fake news,' which refers to misinformed material that may be categorised as genuine or false using software like Python. The model focuses on identifying false news sources based on several articles from a website, categorising the news as false or true, and determining its veracity using unreliable sources like scikit-learn and NLP for textual analysis of the website distributing the news. When a source is identified as a publisher of false news, which can be predicted with high vectorization and also suggested using the Python scikit-learn module to do tokenization and feature development, biased viewpoints may be identified and categorised in any subsequent articles from that source. 2022 IEEE. -
Fake News Detection and Classify the Category
A new type of disinformation has emerged: fake news, or untrue stories that have been presented as actual occurrences. We can no longer tell whether the information is true from fraudulent since so much information is published on social media these days. Artificial intelligence algorithms are helpful in resolving the fake news identification issue. In the field of natural language processing, fake news identification is a crucial yet difficult issue (NLP). In this article, we discuss similar duties as well as the difficulties associated with finding bogus news. Based on these findings, we suggest intriguing avenues for future study, such as developing more accurate, thorough, fair, and useful detection models. The average public's life is impacted by mass media since it happens regularly. Because of this, news stories are written that are somewhat true or even entirely untrue. Using online social networking sites, people deliberately promote these fake goods. It is crucial to decide whether the news is false owing to its potential to have detrimental social and national effects. The false news identification process made use of many criteria, including the headline and body content of the news piece. The suggested method works effectively in terms of producing results with excellent accuracy, precision, and memory. Comparing all the models employed in this study, it was discovered that Distillbert and multinomial nae bayes models perform better than Logistic and others ml models. The credibility of the story may be evaluated using a larger dataset for better results and additional variables like the author and publisher of the news. Grenze Scientific Society, 2023. -
Analysis of students' preferences for teachers based on performance attributes in higher education
Faculty evaluation is widely used not only for the appraisal of their performance, but also for curriculum innovation and development. There are many techniques to perform faculty evaluation. But these techniques do not address all the factors essential for evaluating a faculty. These evaluations are subjective in nature and found to be controversial as students' expectations vary. This hinders the main motive of faculty evaluation. To overcome this problem, there is a need to identify a suitable method to perform faculty evaluation. In this paper, the Conjoint Analysis, a mathematical statistics technique is used to analyze the major aspects that the students are expecting from their faculty. This technique increases the fairness in the appraisal process so that teaching can be made fun and effective. This research is a novel attempt that applies conjoint analysis to identify the major aspects of teaching in students' perspective. The proposed idea can be adapted to any domain where the customers' choice is valued particularly in Cloud computing services. 2019 Mithula G P, Arokia Paul Rajan R. -
Evaluation of web applications based on UX parameters
The objective of evaluating User Experience (UX) in this era of technology is to enhance the user satisfaction. Earlier applications were built with the aim of reducing the work of users. But with the evolution of the technology, the emergence of new gadgets and new trends in the information technology, the applications had to be more user-centric. The primary objective of this research is to evaluate the user experience of web applications based on different UX parameters using different techniques and given a rating. Each of these ratings are combined to determine the overall rating of UX for the web application. Also, the secondary objective of this research is to provide suggestions or recommendations based on the ratings to improve the UX of the web applications. An experimental study was conducted and the results show a significant improvement. Areas of further enhancements have also been identified and presented. 2019 Institute of Advanced Engineering and Science. -
Inhibitory potential of ferula assafoetida extract on L-type calcium channel protein revealed by zebrafish studies and molecular docking
Ferula assafoetida is a part of many herbal formulations and hence it is pertinent to check the safety of its components specially to growing embryos. Zebrafish (Danio rerio) is considered to be one of the best models to study human embryonic development and metabolic pathways as its genome is fully sequenced and it possesses easily detectable developmental properties. In present study, the embryos of Danio rerio were treated with different concentrations of methanolic extract of Ferula assafoetida (MEFA) and its effects were checked at different post fertilization periods. Decreased heart beat rates, shrinkage of the chorion wall and other developmental abnormalities leading to the death of the embryos were observed. The methanolic extract of Ferula assafoetida was subjected to GC-MS to determine the different compounds present. Cardiotoxicity of these compounds were studied as it is one of the important factors for the retraction of a drug from the market. Molecular docking studies with L-type calcium channel (LTCC), a protein important for cardiac functioning, showed strong binding to the phytochemicals in the extract, with the maximum binding affinity observed with 26-hydroxycholesterol. The study proves that the methanolic extract of Ferula assafoetida contains phytochemicals which have the potential to cause cardiotoxicity in zebrafish embryos by interfering with the functions of LTCC possibly leading to arrhythmia. Altogether, our data suggest that the usage of these extracts in drug formulations should be done with caution. This is also indicative of the possible cytotoxic effect of the extract which could be tapped in the search for anticancer drugs. 2021 Chemical Publishing Co.. All rights reserved. -
Impact of pharmacy industries growth on India economy during covid 19 /
Patent Number: 202241050891, Applicant: Deepha V.
Impact of Pharmacy Industries growth on India Economy during COVID 19 Abstract Pharmacy is an industry that can continue to function without being affected by economic fluctuations. This industry is socially respected by people. Whether people have food to eat or not, everyone wants to preserve the health of the body. In particular, the demand for medicines is more than ever in today's era. -
Multi-component condesation mediated synthesis of bioactive heterocyclic compounds
Aromatic heterocycles constitute the most diverse family of organic compounds. Moreover, aromatic heterocycles are widely used for the synthesis of dyes and polymeric materials of high value. The development of selective reactions that utilize easily available and abundant precursors for the efficient synthesis of heterocyclic compounds is a long-standing goal of chemical research. Despite the centrality of its role in a number of important research areas, including medicinal chemistry, total synthesis, and materials science, a general, selective, step-economical, and step-efficient synthesis of heterocycles is still needed. newlinePyrano[2,3-c]pyrazole derivatives have been synthesised by a one-pot multicomponent condensation of different aldehydes, dialdehydes, and ketones with malononitrile, ethyl acetoacetate, hydrazine hydrate (or phenylhydrazine) in the presence of magnetic nano-[CoFe2O4] catalyst under ultrasonic irradiation. The catalyst can be retrieved using an external magnet and used repeatedly. A practical, scalable method for obtaining various pyranopyrazoles has been demonstrated. The extraordinary catalytic role of the various catalyst has been discovered in the processes, which reveals a possible character of enhancing reaction rates and stabilising the intermediates during the course of the reactions. -
A smart attendance system and method for permission inventory during the class /
Patent Number: 202111060922, Applicant: Shivani Chaudhry.
A smart attendance system (1). The system (1) comprises a smart lecture stand (2), which having an electronic unit (2A) which is connected to the other smart door, smart bench, and smart chair of the system; a smart bench (3), which having an electronic unit (3A), which is connected to the other smart door, smart stand, and smart chair of the system; a smart chair (4) comprises which having an electronic unit (4A); which is connected to the other smart door, smart bench, and smart stand of the system; a smart door (5) comprises a electronic unit (5A), which is connected to the other smart door, smart bench, and smart chair of the system. -
Dealing with missing values in a relation dataset using the DROPNA function in python
Python provides a rich data structure library called PANDAS, which provides fast and efficient data transformation and analysis. The word PANDAS is an abbreviation of Python Data Analysis Library. PANDAS facilitate optimized and dynamic data structure designs work with "relational" or "labeled" data. Python's approach is meant to provide a high-level, high-performance building block that can be used to do real-world analysis of data. PANDAS Library is allowing users to import data from different file formats, such as CSV, SQL, Microsoft Excel etc. [1]. It helps in data preparation, as well as in data modeling, for those projects, which aims data analysis for the extraction of information. Python's future will be built on this layer for statistical computing. In addition to discussing future areas of work and growth opportunities for statistics and data analytics applications built on Python, the study provides details about the language's design and features [2]. In this research paper, we intend to solve the problem of missing values in a dataset using the DROPNA function in Python using PANDAS library. 2023 Scrivener Publishing LLC. -
Performance analysis and interpretation using data visualization
The matrix plot library (Matplotlib) is a unique feature in python that helps in the visualization of data via entering certain dataset and codes. It is a portable two-dimension of plot and images are mainly focused on visualizing scientific, technical, and financial data. These matrix plots are performing with the help of python programming and various user interface applications. Most familiar versions of joint photographic and supportable picture graphics are used for the picture visualization. These additional features include the various navigation processes, pages with the line, as well as images. The financial charts of open source website are used for tables and mathematical texts. The library is based on numerical python arrays, giving us visual access to massive quantities of data in readily consumable graphics. The problem statement here delves further into the functions of this feature, which will aid in a better understanding of Python's involvement in the data visualization. 2023 Scrivener Publishing LLC. -
Implementation of tokenization in natural language processing using NLTK module of python
With the advancement of technologies, now it is possible to analyze the large amount of unstructured text circulated online with various tools and methods for understanding the changes as well to infer meaningful insights from the text data. In this work, the aim is to understand how Python can be used for text analytics by the help of various libraries available in it. The natural language processing (NLP) is being used to analyze and synthesize natural language and speech in Python. 2023 Scrivener Publishing LLC. -
Predictive analysis of stock prices through scikit-learn: Machine learning in python
Scikit-learn, a tool for developing machine learning algorithms, is a standard library of python. Through Scikit-learn, a trained model for predictive analysis can be developed. Such models aim to provide accurate predictions. Stock predictions are based on changes and patterns identified in the historical dataset. Following the trends and patterns of the historical changes of stocks, machine learning algorithms can be developed for achieving accurate outcomes. An effective model is developed, which enhance the working pattern or performance of the machine that further helps to draw a precise analysis of stocks. 2023 Scrivener Publishing LLC.