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Penetrating Digital Marketing Into Rural Areas by Deploying 5G Networks: An Indian Experience
The proliferation of smartphones, reasonably priced internet, and social networking sites is the primary cause of the shift from traditional advertising methods to digital media strategies. With over 1.4 billion inhabitants, India is now one of the most populous countries in the world. Of them, 700 million use the internet, with most people doing so in cities (Statista, 2023). Businesses hoping to break into Indias changing consumer market must take advantage of this new online environment. Thus, it is essential to spread the word about the importance of digital marketing to Indias economic growth. Through marketing data analytics and micro-marketing campaigns, the industry has in fact revolutionized how businesses interact with customers and promote their goods. For example, the increased use of online technology infrastructure for online product purchases and the integration of payment and entertainment systems has led to the rapid growth of e-commerce. 2025 by IGI Global Scientific Publishing. All rights reserved. -
An Analysis of Machine Learning and Deep Learning to Predict Breast Cancer
According to the report published by American Cancer Society, breast cancer is currently the most prevalent cancer in women. In addition, it is the second leading cause of death. It needs to be taken into serious consideration. Earlier and faster detection can help in the earlier and easier cure. Normally, medical practitioners take a large amount of time to understand and identify the presence of cancer cells in the human body. This can lead to serious complications even to the death of the individual. Hence there is a need to identify and detect the presence of this disease very accurately and in a shorter span of time. Like every other industry, the medical industry is shifting its paradigm to automation giving excellent results having high accuracy and efficiency, which is achieved using Artificial Intelligence. There are two sets of models developed based on the numerical dataset Wisconsin and image dataset BreakHis. Machine Learning algorithms and Deep Learning algorithms were applied on the Wisconsin dataset. Meanwhile, Deep Learning models were used for analysis of the Breakhis dataset. Machine Learning models- Logistic Regression, K Neighbors, Naive Bayes, Decision tree, Random Forest and Support vector classifiers were used. Deep Learning models- normal deep learning models, Convolutional Neural Network (CNN), VGG16 & VGG19 models. All the models have provided a very good accuracy ranging between 75% and 100%. Since medical research has a requirement for higher accuracy, these models can be considered and embedded into several applications. Grenze Scientific Society, 2022. -
Artifcial intelligence for smart city development in BRICS economies: Opportunities and challenges
The urbanization process and migration of labour from rural areas at a fast pace is making the application of artificial intelligence (AI) inevitable for the economies, especially the emerging economies. Today, when we look at the cities, we find them to be sitting on a plethora of data, which are produced through usage of Internet of Things (IoT), sensors, smart meters, telecommunication devices, traffic management systems, installed cameras etc., despite posing ample challenges and creating various opportunities. This chapter strives to understand the status of smart cities in Brazil, Russia, India, China and South Africa (BRICS) as BRICS nations are considered to be doing a lot on this front and they are facing challenges in terms of implementation of the same. This chapter suggests that the inclusivity of the citizens in the AI based smart cities will not only play a requisite part in the evolution of smart cities in an effective manner but also contribute towards the growth of BRICS economies on a whole. 2025 Roli Raghuvanshi, Tanushree Sharma, Ravinder Rena, Rashmi Rai. All rights reserved. -
An Efficient Face Recognition System using Deep Transfer Learning
Face recognition is an AI-based innovation used to find and recognize human appearances in videos and images. Organizations can apply face recognition to many different kinds of fields which may include biometrics, regulation of law, security and individual wellbeing; so as to take observation of individuals in any scenario. Face recognition has advanced from simple vision methods to progress in ML; and further to progressively refined neural networks (ANN) and related advances. It currently assumes an indispensable part as the initial phase in numerous basic applications, including the task of tracking a face. Face recognition is utilized to focus cameras or count the number of individuals present in a particular region. The innovation likewise has showcasing applications, for instance, showing recommended promotions when a specific user is detected. 2022 IEEE. -
Understanding Engagement Patterns in Students with Autism during Physical Education: A Qualitative Inquiry
Physical education is an important context to promote inclusion, participation, and social engagement for students with autism, but to date, little research has addressed engagement. Existing studies have primarily focused on the effectiveness of interventions and barriers to participation, and little qualitative work has examined the nature and experience of engagement in physical education. To address this gap, this study investigated the engagement of students with autism using qualitative research. Guided by an interpretivist multiple-case study, data were collected through semi-structured interviews, observations, and field notes from 48 participants (including students with autism, physical education teachers, special educators, and teaching assistants). Reflexive thematic analysis highlighted four interconnected themes: engagement is facilitated by routines, sensory factors shape participation, social relationships support engagement, and engagement is activity-specific. Engagement is not a behavioral state but a dynamic, social, and contextual construct. This research provides an ecological conceptualization of multidimensional engagement that extends participation in autism and physical education. The findings suggest routine, sensory, and socially supportive pedagogies are needed to support inclusion. The study contributes to qualitative models of engagement and inclusive practice, policy, and research. 2026 Authors. -
An Examination of the Challenges Associated with Applying Artificial Intelligence Techniques to Specific Management Problems
Artificial intelligence (AI) holds immense promise in revolutionizing management practices across various sectors, offering solutions to complex problems and optimizing decision-making processes. However, the application of AI techniques to management problems is not without its challenges. This examination delves into the multifaceted hurdles encountered when integrating AI into management frameworks, highlighting key obstacles and potential avenues for overcoming them.AI algorithms heavily rely on large volumes of high-quality data for effective training and decision-making. Yet, many management domains grapple with disparate data sources, inconsistencies, and incomplete datasets, hindering the performance and reliability of AI systems. Furthermore, the dynamic nature of management problems poses a significant challenge to AI implementation. Management environments are characterized by evolving trends, uncertainties, and unforeseen disruptions, rendering static AI models inadequate in adapting to changing conditions. Hence, the development of agile AI systems capable of continuous learning and adaptation becomes essential for addressing the dynamic nature of management challenges. 2024, Collegium Basilea. All rights reserved. -
Synthesis of bent-shaped azobenzene main-chain polymers for photo-switching properties
This work presents the synthesis of the new bent-core polymers with siloxane units connected to the one side of azobenzene units. The structure of siloxane-based azobenzene bent-core polymers, 7ac, was elucidated by spectral analysis (nuclear magnetic resonance and Fourier-transform infrared spectroscopy). The results of gel permeation chromatography suggested that all polymers (7ac) showed polydisperse (polydispersity index >1). Besides, the extent of polymerization in the following order: 7a > 7b > 7c, where the degree of polymerization values were 7, 8 and 11, respectively. Polarizing optical microscopy revealed that the bent-core liquid crystal (BCLC) monomers, 6a and 6b, displayed the smectic A phase, whereas BCLC monomer 6c and all siloxane-based main-chain polymers (MCPs) (7ac) were crystalline in nature. The result of ultraviolet-visible spectroscopy demonstrated that all MCPs (7ac) exhibited strong photoisomerization behavior in solution. All polymers (7ac) showed trans to cis isomerization in about 200 s, whereas the reverse process required much longer times ranging from 400 to 520 min in solution. The photo-switching study on azobenzene containing polymers stated that the effect of alkyl chain length and type of central core units on trans to cis isomerization were negligible. In contrast, both parameters influence the cis to trans process in which the photo-switching behavior of these materials may be primarily suitably exploited in the field of photo-induced phenomenon. 2023 Taylor & Francis Group, LLC. -
Investigating the in-flight performance of the UVIT payload on AstroSat
We have studied the performance of the Ultraviolet Imaging Telescope payload on AstroSat and derived a calibration of the far-ultraviolet (FUV) and near-ultraviolet (NUV) instruments on board. We find that the sensitivity of both the FUV and NUV channels is as expected from ground calibrations, with the FUV effective area about 35 per cent and the NUV effective area about the same as that of GALEX. The point spread function of the instrument is on the order of 1.2-1.6". We have found that pixel-to-pixel variations in the sensitivity are less than 10 per cent with spacecraft motion compensating for most of the flat-field variations. We derived a distortion correction but recommend that it be applied post-processing as part of an astrometric solution. 2018 The Author(s). -
Investigating structure and spectral energy distribution of galaxies using uvit and multi-wavelength archival data
This thesis deals with the multi-wavelength investigation of the different aspects of galaxy formation and evolution. The first part of this thesis deals with the studies on the characteristics of the in-orbit performance of the Ultraviolet Imaging Telescope (UVIT) on-board AstroSat. We have written a UVIT pipeline (JUDE ) to convert the Level 1 data from the Indian Space Science Data Centre (ISSDC) into scientifically useful photon lists and images. We have also performed an independent calibration of the FUV and NUV channels of the UVIT using JUDE. We found that the photometric sensitivity is about 35% that of the Galaxy Evolution Explorer (GALEX ) in the FUV broadband filter, and about the same as GALEX in the NUV broadband filter. The point spread function (PSF) of the instrument is of the order of 1.2 1.6and#8242;and#8242;. We found that the performance is close to that expected from the ground-based calibrations. We studied the recent star formation in the nearby face-on spiral galaxy NGC 2336 using the UVIT imaging. We have identified 78 bright star-forming complexes in the disk and derived their positions and estimated their properties such as luminosities, sizes, star formation rates (SFRs), colors, and ages. The FUV-NUV colors of the complexes are found to be redder in the inner region of the galaxy and become progressively bluer as the radius increases. The last part of this thesis is devoted to a model-based study of galaxies using physically motivated Code Investigating Galaxy Emission (CIGALE) package. We have studied 10,000 galaxies from GALEX SDSS merged catalog using CIGALE and estimated their properties such as stellar masses, SFRs, stellar populations, dust luminosities etc. We have classified this set of galaxies into the star-forming, intermediate and quiescent type of galaxies based on their specific SFR. We also studied the properties of dust-lane spheroidal galaxies (DLSGs) drawn from the multi-wavelength archival data in 18 bands from FUV to FIR using GALEX, SDSS, 2MASS, WISE, and AKARI surveys. -
Exploring the Impact of Behavioral Biases on Young Investors Portfolio Performance: An Examination through the Lens of Nudging Green: Behavioral Economics for Environmental Sustainability
PurposeThis research paper delves into identification of interaction and relationship among numerous factors like investors behavior, psychological factors of investors, specific biases, financial knowledge and literacy, and portfolio value of young investors. Through this research paper we can conclude that investors are increasingly affected by the biases that exist. These biases act as a hindrance in their process of decision making. Design/methodology/approachIn this research paper a survey was conducted and the poll consisted of various questions. In this research paper, a convenience sampling technique was used and responses from 295 investors were collected for analysis of the data. In this paper we have used descriptive analysis and regression correlation for the purpose of analysis which ultimately unfolds the relationship between biases and investors portfolios. FindingsThis paper unfolds the various behavioral factors and other factors that shape the investment portfolio of youth. The paper dwells into the intricate study of behavioral factors that affect youth and determines their investment pattern. Research limitation/implicationsLimited samples have been collected for this paper and that is the limitation of this paper. As the sample size is limited there is a high probability that with a larger group of investors, the behaviour pattern and biases may differ. As most of the investors are young their knowledge about trading market and investment market is quite limited which ultimately generates hindrances in analysis. Maximum number of investors are quite young which increases the probability of biases in the decision making process. Practical implicationsThis paper will help scholars, analysts, academicians, practitioners, policymakers, brokers, and investors to frame better strategies in order to deal with behavioural biases and other behavioural factors. In order to not get influenced with behavioral biases and other behavioral factors, young people can plan out their investments in a better way. The youth of our country can have greater understanding regarding investments if they are given enough wisdom regarding the same through workshops, webinars, seminars, lectures, curriculum. Originality/valueIn this paper investors behavior, psychological factors, specific biases, financial knowledge and literacy are factors that influence the investment portfolio of young investors. Young investors can keep these factors in mind in order to increase their portfolios value which will ultimately lead to better investment decisions among them. The Author(s), under exclusive license to Springer Nature Switzerland AG 2024. -
Mechanical strength and water penetration depth of palmyra fibre reinforced concrete
Natural fibre reinforced composites are replacing the conventional fibre reinforced composites for several applications due to natural fibre availability, variety and lesser raw material cost. Using natural fibres in composites also reduces the issue of agricultural residue disposals, which are in abundance. Different natural fibres exhibit unique properties when it is used in composites and hence there is a need to study the behaviour of scarcely used natural fibres. Indian palmyra trees (Borassus flabellifer) are fast growing commonly found trees in Southern India. From the base of these palm tree leaves, palmyra fibres are taken out. Though these fibres are locally available in huge quantities, these are very rarely used as reinforcing material in concrete compared to other natural fibres like coir, sisal, jute etc. Palmyra fibre reinforced cement composite specimens were prepared by varying the fibre content (0.5%, 1% and 2% by weight of cement) and length of fibre (25 mm and 50 mm). Plain concrete and palmyra fibre reinforced concrete specimens of identical size were tested for mechanical strength and also for its depth of water penetration. The work carried out revealed that the water penetration of palmyra fibre reinforced concrete increased with fibre content increase. The compressive strength of palmyra fibre reinforced concrete improved up to 1% of fibre content and further increase in fibre content upto 2% resulted in compressive strength reduction for both the fibre lengths. However, split tensile strength, flexure strength and shear strength increased with fibre content increase in the mix. Based on the mechanical strength properties investigated, increase in shear strength was found to be more significant with the inclusion of palmyra fibres in concrete. 2022 -
Influence of alkali treatment on physiochemical and morphological properties of palmyra fibers
As a part of sustainable development in construction, natural fibers are used as reinforcement in cement composites. The degradation of these natural fibers in matrix has led to growing interest among researchers to enhance the fiber properties by adopting suitable treatment techniques. This research focuses on examining the influence of alkali treatment on various aspects, including the physical, chemical, crystallinity, mechanical and surface characteristics of palmyra fibers. Herein, the palmyra fibers were immersed in alkaline solution for different duration (30 minutes, 60 minutes and 120 minutes) to arrive at optimum treatment period. The investigation utilizes XRD, FTIR, SEM and EDS analysis to gain insights into these properties. The findings indicated that the treatment effectively removed excess amorphous components like extractives, hemicellulose and lignin leading to the increase in crystallinity index and surface roughness. The crystallinity index increased by 11 %, 13 % and 23 % for 30 minutes, 60 minutes and 120 minutes treatment respectively. The water absorption of palmyra fibers reduced by 13 %, 14 % and 14 % for 30 minutes, 60 minutes and 120 minutes treatment duration respectively. Additionally, SEM-EDS exhibited best results for 60 min treatment of fibers, with 38 % increase in Oxygen to Carbon ratio of cellulose compared to untreated fibers. Among the different treatment duration, the 60 minutes treatment duration of fibers in 0.5 M sodium hydroxide solution has exhibited considerable enhancement in properties. These enhancements in palmyra fiber properties post-alkali treatment suggests their potential utility in the reinforcement of composites using alkali treated palmyra fibers. 2024 The Authors -
Optimal Sizing and Placement of Distributed Generation in Eastern Grid of Bhutan Using Genetic Algorithm
Power system has to be stable and reliable for its users. Nevertheless, due to the aging and ignorance, it tends to be unreliable and unstable. Distributed Generation (DG) is a small-scale energy production which are usually connected towards the load. It helps in the reduction of power losses and improvement of profile of voltage in a distribution network. However, if a DG is not optimally placed and sized, it will rather lead to an increase in a power loss and also deteriorates the voltage profile. This report exhibits the importance of DG placement and sizing in a distribution network using Genetic Algorithm (GA). Apart from the optimum DG placement and sizing, different scenarios with numbers of DGs is also being analyzed in this report. On eastern grid of Bhutan, a detailed analysis for its performance is carried out through MATLAB platform to demonstrate and study the effectiveness and reliability of a methodology that is being proposed. 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG. -
Under Pressure: Integrating Policy Interventions to Save Distressed Indian SMEs of COVID-19 Aftershocks
The Micro, Small, Medium Enterprises (MSME) sector has one of Indias highest employment Indexes and is the launchpad for all genres and innovators. This sector is inclusive in integrating grass root level workers into tech innovators. There are about 63 million MSMEs in India, employing 110 million individuals. According to 2019 MSME reports, the sector contributed 29% to the overall GDP catalyzing socio-economic development. The Covid-19 pandemics have left world economies and business entities to redefine and rethink policy regulations and business models. The pandemic has created socio-economic displacement across business sectors, and no country is free from the socio-economic exclusions that has triggered. The Indian economy has been badly affected by a projection of over a seven percent decline in quarterly GDP in 2021.The coronavirus pandemic has impacted MSME earnings by 2050 percent, with micro and small organizations being the worst hit due to liquidity crunch. According to the survey conducted by Endurance International Group, many MSMEs have temporarily shut their operations or laid off their staff due to the inability to pay salaries. Further, due to slip in demand and halted production, many had to vacate the rented premises where they were functioning. MSMEs seek government support to tide over the situation with policy interventions on tax discounts or exemptions and loans distributed at cheaper rates or zero interest rates. With the economic slowdown and global restrictions on business outsourcing, and border tensions with China, India revived its Swadeshi (ethnic) dream of Mahatma Gandhi. The Government launched Atmanirbhar Bharat Mission to boost MSMEs and thrust indigenous industries and processes to reduce our foreign nations resilience. Indian government policies are favourable because they have committed $50 billion to help small businesses survive and provide low-income workers with a $266 billion stimulus package of around two percent of Indias annual economic output. Aatmanirbharta which means self-reliance, has been chosen by Oxford Languages as its Hindi word of the year 2020 as it authenticated the everyday achievements of the countless Indians who survived the perils of a pandemic, as stated in one of the popular daily newspaper. The paper focuses on the issues and challenges faced by MSMEs in India due to the pandemic. Further, an analysis of changes in MSME definition presented in the Union Budget 2021 and various policy interventions by the Government and their impact on reviving in the MSME sector is presented. 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG. -
Whats the best time to give work? A study on relationship between employee moods and performance at different time intervals
Employees change their behavior many times in a day due to many factors. It is not uncommon to see any employee being agitated over petty issues at work place. This paper aims at identifying meaning, relationships between moods and performance. Employees decision-making abilities depend on mood and his mood depend on his personality, work environment variables such as protocols, procedures, work events, dynamics of formal and informal communication. We equate this daily swing to three-time frames named morning, afternoon and evening. Our attempt has been to try to establish a relationship between moods and emotions and employee performance which can increase the productivity level of the employee. This research intends to establish a more robust relationship and involves better evaluative and interpretive models to cope with the non-linearitys related to the complexity of the model and facilitate better decision-making with more accurate and intricate or comprehensive yet simple approach. Development of such relationship will help managers in dealing with the employees and take measures to increase productivity by adopting suggestions and conclusions from this study. IJSTR2019. -
Unraveling the Interplay Between Indian Agricultural Sector, Food Security, and Farms Bill: Key to Sustainable Development Goals
Agriculture, along with its allied sectors, plays a significant role in the economic progress and expansion of any country; despite tremendous economic progress, Indias agriculture sector is in jeopardy for various reasons. Agriculture in rural areas has been the primary source of income for the poor. With the growing susceptibility, policymakers main problems are to design ways to promote sustain-able agriculture to achieve the Sustainable Development Goals (SDGs). The Sustain-able Development Goals emphasize the relevance of agriculture and the need to revi-talize agribusiness worldwide by aiding farmers, increasing investments in research, technology, and market infrastructure, and increasing knowledge sharing. It may lead to spur innovation and give farmers more power. One of the essential advantages of urban agriculture is its potential to boost social capital and civic participation in low-income neighborhoods. As a result, the most critical goal in agricultural develop-ment for food security should be to raise productivity and diversify food production. Diversification of crops should be encouraged among farmers. This would aid in the fight against starvation, but it would also assist in preventing biodiversity loss and strengthen farmer resilience. Hence, our Chapter attempts to analyze the poor food security and what strategies will contribute to the SDG goals to reduce hunger in India as well worldwide. It elucidates a variety of obstacles and opportunities for successful, sustainable, and resilient agriculture. It also covers topics such as the recent agricultural bill and its long-term implications for our growth and a few important takeaways that could help us get closer to our objectives, mainly through the application of technology. The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2023. -
Migrants and homelessness: Life on the streets in urban India
There has been division and segregation of urban spaces and homeless migrants highlighting urbanization's contradiction. Despite being unseen, they make up a sizable portion of urban population. Being homeless in the city is a case of minimum citizenship, devoid of the right to the city, and is subject to ongoing violence. The expanding claim for the citizen's right to various public areas like pathways, pavements, and parks challenges their very existence on the streets and sidewalks (where they live). How do they perceive the hatred and disinterest of the wealthier classes? What uneasiness does the politics being played out in the name of locals against migrants create? The study will also examine the country's approach to the homeless, including their access to housing and sources of income. The Indian government has taken some steps to address homelessness among migrant workers, including providing financial assistance and setting up temporary shelters. Still, more needs to be done to address the root causes of this issue and ensure that migrant workers have access to safe and affordable housing, healthcare, and employment opportunities. This chapter plans to investigate issues, including how frequently migrants who are homeless experience violence and humiliation. It would analyze the macromicro paradox of the dynamics of migration. As the invisibleness and neglect of migrants frequently coincide with a widespread belief that migration must be reduced, this has obvious policy implications and implications for the inclusive growth model. In addition to that, this chapter has analyzed the country's policies on the homeless and their livelihood. The data was collected from secondary sources, and extensive study was conducted on various literature available from multiple databases. 2024 Elsevier Inc. All rights are reserved. -
An invisible race from exclusiveness to inclusiveness of queer employees at workplace
Queer theory has been a significant part of the field of queer studies. Its presence can be found in women's studies, gay and lesbian studies and feminist theory, and postmodern and poststructuralist theories. Many types of research came around during the 1990s. One of the significant studies was in 1991. Teresa de Lauret coined the term "queer theory" to characterize a school of thought that rejected heterosexuality and binary gender constructions favoring a more open view of identity. Michel Foucault and Judith Butler's study is widely regarded as the founding text of this philosophy. This study adopts the lens of gender and sexuality to challenge people's cultural norms and ideals. There is hesitation among people regarding the acceptance of the third gender that exists in society. The queer theory suggests how the rest sees the queer community of the world. While studying the conditions of the queer community in India, it is imperative to undertake the recently legalized Section 377. The Indian Penal Code says that it is no more a crime to have sexual conduct between adults of the same gender as people have no control over their sexual orientation. The study discusses the practices and protocols of transgender inclusion at the workplace and how to look beyond the labels of the LGBT community. There are various issues when the company wants to employ transgender people at the workplace and accept the community. Qualitative research methods will be used in this research by reading several databases and conducting a systematic review. This chapter will also highlight how trans people confront significant job and career-related problems and barriers in the workplace and the concessions employers should make to ensure that trans people have a safe and discrimination-free workplace. This chapter observes how queer theory can be used as a conceptual framework to advance research in organizational research on trans people's several and many times conflicting needs. Ways could be explored to reach their goals around gender transgression and congruency, work, and career, by laying out some of the crucial concepts associated with the study of trans people in the workplace. The Author(s), under exclusive license to Springer Nature Switzerland AG 2022. -
Revisiting the efficacy of policies in the Indian primary healthcare sector: Interventions and approaches during the COVID-19 pandemic
The COVID-19 pandemic has wracked even the most modern healthcare systems worldwide and has influenced Indias healthcare sector and vastly affected the governments and corporate stakeholders healthcare reform plans; hence, this chapter is intended to unfold the paradigm shift in Indias primary healthcare industry due to the pandemic in the last one and half years. This chapter described Indias experience with the coronavirus during the first and second waves and tried examining the public health difficulties in the COVID era. It provides a timeline of significant events of the pandemics growth in India and worldwide and how India responded to the situations through their economic and healthcare policies. We also go through some of the pandemics impacts and Indias recovery approach and strategies for its revival. All possibly available secondary data like Scopus, Web of Science, Medline/PubMed, and Google Scholar search engines, newspapers, government websites, etc., were excavated to meet this purpose; secondary sources were used to analyze the data. This chapter also examined the effect of COVID-19 on healthcare workers in India. This chapter critically examined the primary healthcares role during this pandemic and the governments policies and processes to deal with COVID-19 and any other unforeseen situations which the country may encounter in the future. 2022 Elsevier Inc. All rights reserved. -
CONSUMER BUYING PSYCHOLOGY AND BRAND PERCEPTION: INFLUENCE OF WORD OF MOUTH COMMUNICATION
Word-of-mouth Communication (WOM) has recently gained momentum in almost every operating industry in the world. WOM can be seen as a firms intentional influencing of consumer-to-consumer communications about the firms products. This studys primary objective was to determine whether there was any significant relationship between Word-of-mouth communication and Consumer buying behaviour specificity to the Indian cosmetics industry. The study was conducted with a sample size of 163 women, hailing mainly from South Indian cities, out of which Bangalore was predominant. The results of this study are to the Indian urban/metro population. The research eventually concluded a significant correlation between WOM and Consumer buying Behaviour, wherein consumer behaviour was measured in terms of Brand Perception, Search & Evaluation effort, and Risk Reduction. WOMs correlation with each of these aspects was positive and high, indicating a direct and strong relationship. 2020. All Rights Reserved.