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Archives Volume No: 12, Issue No: 2, Year: 2025 (Special Issue)

TABLE OF CONTENTS

Paper Title:
SMART PACKAGING AND CONSUMER ENGAGEMENT: THE ROLE OF QR CODES, AR, AND AI IN PRIVATE LABEL BRANDING
Author Name:
Ashok. R & Chiranth K.M
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17866400
Page No.:
1-11
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SMART PACKAGING AND CONSUMER ENGAGEMENT: THE ROLE OF QR CODES, AR, AND AI IN PRIVATE LABEL BRANDING
Author: Ashok. R & Chiranth K.M

ABSTRACT
The study explores how smart packaging technologies QR codes, augmented reality (AR),
and artificial intelligence (AI) influence consumer engagement with private label products.
Drawing upon the Technology Acceptance Model (TAM) and Uses and Gratifications Theory
(UGT), the research employs a quantitative approach using data from 300 respondents
familiar with smart packaging. Structural Equation Modelling (SEM) confirms significant
positive relationships between QR code interactivity (β = 0.32), AR experience (β = 0.28), AI
personalization (β = 0.35), and consumer engagement (R² = 0.63). The findings highlight that
AI personalization exerts the strongest effect, suggesting its potential to build trust and
enhance interaction in private labels. The study contributes theoretically by extending digital
interactivity frameworks to packaging research and provides practical insights for brand
managers to leverage smart packaging for differentiation and value creation.
Keywords: Smart Packaging, Consumer Engagement, QR Code , Augmented Reality, AI
Personalization, Private labels , Retail Innovation

Paper Title:
BRIDGING THE DIGITAL DIVIDE: PATHWAYS, BARRIERS, AND POLICY DIRECTIONS
Author Name:
Ayisha Banu
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17866457
Page No.:
12-17
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BRIDGING THE DIGITAL DIVIDE: PATHWAYS, BARRIERS, AND POLICY DIRECTIONS
Author: Ayisha Banu

ABSTRACT
The use of digital technology has become vital in today’s society. Almost every task requires
the use of technology. Hence, it has become necessary for everyone to be aware and skilled in
using technology to fully participate in society and have access to essential services. Despite
this, a portion of the population remains unaware about the use and access to digital
technology, and this is where the term “digital divide.” is used. The digital divide refers to
persistent inequalities in access to, skills for, and benefits from digital technologies. Despite
significant progress in expanding connectivity, disparities remain across income groups,
gender, age, geography, and education levels. This paper examines the conceptual
dimensions of the digital divide, explores the socio-economic consequences of exclusion, and
evaluates strategies that have been employed to close these gaps. Findings suggest that while
technological progress has reduced some forms of inequality, structural barriers rooted in
income distribution, geography, and institutional capacity continue to reproduce digital
exclusion. It concludes by outlining policy recommendations that can guide governments,
development partners, and institutions toward sustainable solutions for equitable digital
participation.
Keywords: digital divide, digital equity, broadband, digital inclusion, ICT policy, socioeconomic inequality

Paper Title:
ROLE OF TECHNOLOGY IN EDUCATION: FOCUSING ON SKILLS DEVELOPMENT
Author Name:
Bhagyajyothi S. Kannur
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17866472
Page No.:
18-20
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ROLE OF TECHNOLOGY IN EDUCATION: FOCUSING ON SKILLS DEVELOPMENT
Author: Bhagyajyothi S. Kannur

ABSTRACT
The integration of technology in education has enhanced both cognitive and practical learning
outcomes by shifting the focus from rote memorization to active skill development. This
study examines how learning platforms, digital tools, and emerging technologies foster
critical thinking, collaboration, digital literacy, and problem-solving abilities—key
competencies for the 21st century. Using global case studies, the paper highlights the
benefits, challenges, and policy implications of technology-enabled education.
Keywords: Technology in education, Skills development, Digital literacy, Online learning,
21st-century skills

Paper Title:
ENHANCING FINANCIAL LITERACY AND INVESTMENT DECISIONS AMONG STUDENTS THROUGH DIGITAL PLATFORMS AND SIMULATIONS
Author Name:
Divakara Reddy N.
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17866545
Page No.:
21-33
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ENHANCING FINANCIAL LITERACY AND INVESTMENT DECISIONS AMONG STUDENTS THROUGH DIGITAL PLATFORMS AND SIMULATIONS
Author: Divakara Reddy N.

ABSTRACT
Financial literacy is a critical life skill that enables individuals to make informed and
appropriate financial choices. In today’s digital learning ecosystem, technology has emerged
as a catalyst for enhancing financial understanding and decision-making skills among
students. This conceptual paper explores how digital platforms and financial simulations can
be used to improve financial literacy and investment decisions among university students.
The study integrates theoretical perspectives from Experiential Learning Theory (Kolb,
1984), Behavioral Finance Theory (Kahneman & Tversky, 1979), and the Technology
Acceptance Model (Davis, 1989) to propose an integrated framework explaining how
experiential digital learning builds financial knowledge, confidence, and rational decision
behavior. The paper develops a set of propositions that describe the relationships between
digital engagement, financial literacy, and investment outcomes, with financial confidence as
a mediating factor and digital literacy and demographic characteristics as moderators. By
integrating concepts of experiential education with behavioral finance, this paper highlights
the potential of digital tools and simulation-based learning to transform traditional financial
education into an interactive and practice-oriented experience. The model emphasizes how
technology-enabled education fosters financial confidence, analytical skills, and investment
awareness—key competencies for students preparing to participate in the evolving global
financial environment. The proposed framework contributes to the theoretical understanding
of technology-enabled behavioral finance education and offers strategic guidance for
educators and policymakers seeking to integrate digital tools into financial literacy curricula.
This study provides a foundation for future empirical validation and policy-oriented financial
education initiatives in higher education.
Keywords: Financial literacy; Investment decisions; Digital platforms; Financial simulations;
Experiential learning; Behavioral finance;

Paper Title:
AN EMPIRICAL STUDY ON PAID SUBSCRIBERS’ AWARENESS AND PREFERENCES TOWARDS OVER-THE-TOP (OTT) PLATFORMS
Author Name:
Harish M.R & Guruprasad B G
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17866676
Page No.:
34-43
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AN EMPIRICAL STUDY ON PAID SUBSCRIBERS’ AWARENESS AND PREFERENCES TOWARDS OVER-THE-TOP (OTT) PLATFORMS
Author: Harish M.R & Guruprasad B G

ABSTRACT
This empirical study explores the awareness and preferences of paid subscribers towards
Over-the-Top (OTT) platforms in Bangalore, with a focus on factors influencing their
adoption and usage. The outcomes of 150 participants' responses show a high level of
awareness of OTT services, the researchers with Netflix and Amazon Prime distinguishing
out as the most popular services because of their user experience and high-quality content.
Privacy, content variety, device accessibility, and content quality are important variables that
impact subscription decisions. Although reactions to sensual and romantic content varied,
suggesting personal and multicultural awareness, comedy, thrillers, and action are obviously
preferred genres. Statistically significant variances in platform and content choices (Chisquare p-values about 0.000) demonstrate inconsistent user action. According to the survey,
in order to draw and keep customers in the cutthroat world of digital entertainment, OTT
service providers must prioritize premium, varied, and locally relevant content, improved
privacy features, and adjustable pricing.
Keywords: OTT Platforms, Subscriber Preferences, Content Consumption, Digital
Entertainment and User Awareness

Paper Title:
A COMPARATIVE ANALYSIS OF SERVICE QUALITY AND CUSTOMER LOYALTY IN INDIAN E-COMMERCE PLATFORMS: AMAZON VS. FLIPKART
Author Name:
Lakshmanagowda B H & Guruprasad B G
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17866733
Page No.:
44-54
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A COMPARATIVE ANALYSIS OF SERVICE QUALITY AND CUSTOMER LOYALTY IN INDIAN E-COMMERCE PLATFORMS: AMAZON VS. FLIPKART
Author: Lakshmanagowda B H & Guruprasad B G

ABSTRACT:
In this study, two significant Indian e-commerce sites—Amazon and Flipkart—in Bangalore
City are compared for customer loyalty and service excellence. It looks at customer
demographics and assesses how pricing, delivery time, product diversity, customer service,
and marketing tactics affect consumer choices. The method of stratified random sampling
was utilized in collecting data from 150 individuals using a questionnaire that was organized.
Consequently, the results, Flipkart performs better than Amazon in terms of pricing and
regional accessibility, while Amazon is superior in terms of product variety, customer
loyalty, and reliability of service. Statistically significant correlations between platform
loyalty and service quality metrics were confirmed by chi-square testing. The study claims
that young people choose Amazon because of its excellent packaging, refund policy, and
speedy shipping.
Keywords: E-commerce, Customer Loyalty, Consumer Behaviour, Online Shopping

Paper Title:
AN EMPIRICAL STUDY OF TECHNOLOGY-ENABLED LEARNING IN BANGALORE’S WITH SPECIAL REFERENCE TO PRIVATE COLLEGES
Author Name:
Mahesh B N & Girisha M C
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17866830
Page No.:
55-66
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AN EMPIRICAL STUDY OF TECHNOLOGY-ENABLED LEARNING IN BANGALORE’S WITH SPECIAL REFERENCE TO PRIVATE COLLEGES
Author: Mahesh B N & Girisha M C

ABSTRACT:
Aim of the Study:
This study aims to investigate the degree and efficacy of technology integration in
Bangalore‟s private colleges. It seeks to understand faculty attitudes towards technology
adoption, pinpoint the ways in which digital tools are changing teaching and learning, and
investigate the difficulties that educational institutions encounter in establishing and
maintaining digital learning environments.
Methodologies:
A structured Questionnaire servers as the main instrument for gathering data in this
quantitative study. The sample population consisted of faculty members from different
private college located in Bangalore. The quality of Digital tools, the frequency of classroom
technology use, faculty preparedness and the perceived efficacy of technology in improving
learning out comes were among the many variables that were measured by the questionnaire.
Findings:
According to the study, all the faculty members view technology in the classroom favourably.
Faculty think it improves student learning; it supports self-directed learning and raises
teaching satisfaction. How ever the study draws the attention to problems like restricted
institutional access to cutting-edge technologies like flipped classrooms, gamification,
interactive content tools and LMS ( Learning management System), in addition to that there
is noticeable gap in faculty training and varying degree of digital adoption among the
colleges.

Paper Title:
DIGITAL LEARNING IN EDUCATION: TRANSFORMING THE FUTURE OF LEARNING
Author Name:
Manjulamma B S
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17866868
Page No.:
67-72
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DIGITAL LEARNING IN EDUCATION: TRANSFORMING THE FUTURE OF LEARNING
Author: Manjulamma B S

ABSTRACT:
Digital learning has emerged as a transformative force in education, redefining the way
knowledge is accessed, delivered, and experienced. With the rapid advancement of
technology, online platforms, e-learning tools, and virtual classrooms have become essential
components of modern pedagogy. This article explores the concept of digital learning, its
advantages such as accessibility, flexibility, and personalized learning, and its growing role in
shaping future education. Drawing from a review of relevant literature, the paper highlights
both global and Indian perspectives on the effectiveness of digital platforms and their
implications for learners and educators. At the same time, it critically examines the
challenges of digital learning, including the digital divide, infrastructure gaps, teacher
preparedness, reduced social interaction, content quality, health concerns, and cybersecurity
issues. The findings suggest that while digital learning offers immense opportunities to
democratize education and enhance engagement, addressing its challenges through improved
infrastructure, teacher training, and inclusive policies is crucial. The study concludes that a
blended learning approach, combining traditional methods with digital innovations, holds the
greatest potential for building a sustainable and equitable education system.
Keywords: Digital learning, E-learning, Education Technology, Digital Divide, Blended
Learning, Online Education.

Paper Title:
STRENGTHENING DIGITAL COMPETENCE IN INDIAN EDUCATION: POLICY LINKAGES, SYNERGIES AND GAPS BETWEEN DIGITAL INDIA, SKILL INDIA, AND NEP 2020
Author Name:
Mansi Bansal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17866940
Page No.:
73-82
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STRENGTHENING DIGITAL COMPETENCE IN INDIAN EDUCATION: POLICY LINKAGES, SYNERGIES AND GAPS BETWEEN DIGITAL INDIA, SKILL INDIA, AND NEP 2020
Author: Mansi Bansal

ABSTRACT
Digitization in India has become a cornerstone of economic growth, governance, and social
inclusion. By enabling digital access, e-governance, and online education, it bridges regional
and socio-economic divides, empowers citizens, and enhances efficiency across public and
private sectors. In higher education, digitization fosters access, flexibility, and skill
development, preparing students for a knowledge-driven economy. Initiatives such as the
Digital India Programme, Skill India Mission, and the National Education Policy 2020
collectively aim to enhance digital literacy, integrate skills training, and provide inclusive
opportunities for students to thrive in a knowledge-driven economy. Understanding the
synergies and gaps among these policies is critical to ensuring that digital literacy translates
into equitable educational outcomes and employability for all learners. This paper aims to
analyze the linkages among national policies that facilitate digitization by advancing digital
education, exploring how these initiatives collectively enhance digital literacy and foster
inclusive learning in higher education. Additionally, the paper will also identify synergies and
gaps among these policies, focusing on their effectiveness in promoting inclusive digital
literacy.
Keywords: Digitization, economic growth, digital access etc.

Paper Title:
AWARENESS AND INVOLVEMENT OF YOUTH IN GOVERNMENT SKILL DEVELOPMENT INITIATIVES: A STUDY OF MYSORE DISTRICT
Author Name:
Parameshwari G & Shankara S L
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17866993
Page No.:
83-93
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AWARENESS AND INVOLVEMENT OF YOUTH IN GOVERNMENT SKILL DEVELOPMENT INITIATIVES: A STUDY OF MYSORE DISTRICT
Author: Parameshwari G & Shankara S L

ABSTRACT
India’s youth population represents a critical demographic advantage, yet the gap between
education and employability remains a significant challenge. The Government of India, under
the Skill India Mission (2015), has launched multiple initiatives such as PMKVY, DDUGKY, NAPS, and Kaushalya Karnataka to equip youth with market-relevant skills. Despite
the availability of these programmes, their effectiveness is contingent upon the awareness and
active involvement of the target beneficiaries. This study examines the level of awareness and
involvement of youth in Mysore district, Karnataka, regarding government skill development
initiatives and evaluates the influence of demographic factors such as gender, educational
qualification, employment status, and geographical location on awareness levels. Using a
descriptive research design, data were collected from 190 youth aged 15–29 through a
structured questionnaire measuring demographic characteristics, awareness, and involvement
in various skill programmes. Reliability of the awareness scale was confirmed via Cronbach’s
Alpha. Data analysis was conducted using SPSS, employing descriptive statistics, OneSample t-tests, Levene’s Test, and one-way ANOVA to test the hypotheses. The findings
reveal that youth in Mysore district demonstrate a high level of awareness of government
skill development initiatives, with a mean score of 4.14 on a 5-point Likert scale. Analysis
across demographic factors shows no statistically significant differences in awareness based
on educational qualification, employment status, or location, indicating effective outreach
and equitable access to information. Rural respondents exhibited slightly higher awareness
than urban counterparts, although the difference was not significant. These results suggest
that government communication strategies, training centres, digital platforms, and
institutional interventions are largely effective in disseminating information. The study
highlights the importance of translating awareness into active participation by addressing
barriers such as financial constraints, digital literacy, and perceptions of vocational training.
Strengthening youth engagement in skill development initiatives is crucial to enhancing
employability, promoting economic growth, and achieving Sustainable Development Goals
(SDG 4: Quality Education and SDG 8: Decent Work and Economic Growth).
Keywords: Skill India Mission, Youth Awareness, Government Skill Development
Initiatives, Employability, Mysore District, PMKVY, Kaushalya Karnataka

Paper Title:
HUMAN CAPITAL FORMATION IN INDIA AND KARNATAKA: A TIME SERIES ANALYSIS OF GDP, EDUCATIONAL EXPENDITURE, AND HIGHER EDUCATION ENROLMENT
Author Name:
Prakasha
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867044
Page No.:
93-99
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HUMAN CAPITAL FORMATION IN INDIA AND KARNATAKA: A TIME SERIES ANALYSIS OF GDP, EDUCATIONAL EXPENDITURE, AND HIGHER EDUCATION ENROLMENT
Author: Prakasha

INTRODUCTION:
Human capital formation is a long-run process and determined by many factors. The
investment in education and wealth of the nation are the two important factors have been
influenced the capital formation of a country or territory. In the present chapter, Gross
Domestic Product (GDP) of India has been treated as wealth of the nation for India level
analysis and Gross State Domestic Product (GSDP) of Karnataka has been treated as wealth
of Karnataka (Becker, 1964, 1975 & 1993). Expenditure on education by centre, all states and
overall expenditure in India are treated as investment in education in India. Expenditure on
higher education and overall expenditure on education by Government of Karnataka (GOK)
is treated as Investment in education in Karnataka. Enrolment in higher education in India is
treated as human capital formation in India and enrolment in higher education in Karnataka is
treated as human capital formation in Karnataka. The first part of the chapter deals with
human capital formation in India and second part of the chapter deals with human capital
formation in Karnataka.

Paper Title:
THE KARNATAKA STATE GOVERNMENT POLICY INFLUENCE ON KSRTC-ITS ISSUES AND CHALLENGES
Author Name:
Prasanna M R & Ravi B C
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867096
Page No.:
100-108
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THE KARNATAKA STATE GOVERNMENT POLICY INFLUENCE ON KSRTC-ITS ISSUES AND CHALLENGES
Author: Prasanna M R & Ravi B C

ABSTRACT:
The Karnataka State Road Transport Corporation (KSRTC) is one of the largest state-run
public transport undertakings in India, established in 1961. Despite serving millions of
passengers daily, KSRTC faces multiple challenges that affect its sustainability, efficiency,
and public perception.
KSRTC, despite being a backbone of Karnataka’s public transport system, is facing multiple
challenges that hinder its growth and efficiency. A combination of financial reforms,
operational modernization, employee welfare measures, customer service improvements, and
policy support can help KSRTC transform into a sustainable and competitive public transport
undertaking.
KSRTC’s operational issues are rooted in financial stress, ageing infrastructure, and
competition. While it fulfills a social responsibility of connecting Rural Karnataka, its
operational inefficiencies reduce competitiveness against private operators.
The state government has its own transportation, they have their and flagship and welfare
programs. Current trends in KSRTC include fleet modernization with new luxury and
electric buses, enhanced technological features such as CCTV and USB charging ports,
increased demand and service expansion due to the Shakti scheme, plans for introducing
cashless travel and telematics systems, and expansion of services to coastal regions. The
corporation is also focused on improving operational efficiency, modernizing infrastructure
like bus stands, and undergoing staff-related issues such as pay hike strikes.
Current trends in KSRTC include operating electric vehicles and implementing digital
ticketing like e-ticketing and UPI payments, alongside the introduction of the Shakti
scheme, which offers free bus rides for women. Other trends involve improving operational
efficiency through increased vehicle utilization and fleet size, focusing on passenger safety,
and addressing financial challenges like rising operating costs.
Key Words: KSRTC, Finance, Technology, Transport, Service.

Paper Title:
COMPLIANCE WITH INDIAN ACCOUNTING STANDARD (IND AS) 7: A STUDY OF CASH FLOW STATEMENTS OF NSE NIFTY-50 LISTED COMPANIES IN INDIA
Author Name:
Raghavendra S & Sreenivas D.L.
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867135
Page No.:
109-115
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COMPLIANCE WITH INDIAN ACCOUNTING STANDARD (IND AS) 7: A STUDY OF CASH FLOW STATEMENTS OF NSE NIFTY-50 LISTED COMPANIES IN INDIA
Author: Raghavendra S & Sreenivas D.L.

ABSTRACT
This study investigates the extent to which companies listed in the NSE NIFTY-50 index
comply with Indian Accounting Standard (Ind AS) 7, which governs the preparation and
presentation of cash flow statements. The cash flow statement is a crucial component of
financial reporting, offering insights into a company’s liquidity, solvency, and cashgenerating capacity. Despite clear guidelines in Ind AS 7, variations in interpretation and
disclosure practices persist among Indian corporates. This paper analyses compliance patterns
over a five-year period through detailed case studies of four companies across different
sectors. The research highlights both strengths and shortcomings in adherence to Ind AS 7,
identifies major challenges, and provides actionable recommendations. The findings aim to
assist regulators, auditors, and preparers in enhancing the quality and consistency of financial
disclosures under Ind AS.
Keywords : Ind AS 7, Statement of Cash Flows, Compliance, NSE NIFTY-50, Operating,
Investing, Financing Activities, Non-Cash Transactions , Financial Disclosure , Corporate
Governance

Paper Title:
A STUDY ON IMPLEMENTATION CHALLENGES AND OPPORTUNITIES OF THE YUVA NIDHI SCHEME IN KARNATAKA
Author Name:
Raghu.K.M. & Ravi .B.C
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867184
Page No.:
116-124
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A STUDY ON IMPLEMENTATION CHALLENGES AND OPPORTUNITIES OF THE YUVA NIDHI SCHEME IN KARNATAKA
Author: Raghu.K.M. & Ravi .B.C

ABSTRACT
The Yuva Nidhi scheme, launched by the Karnataka government in January 2024, seeks to
mitigate educated youth unemployment by offering a monthly stipend ₹3,000 to degree
holders and ₹1,500 to diploma holders for up to two years or until employment is secured.
Disbursed via Direct Benefit Transfer, the program ensures transparency and alleviates
financial hardship during job searches. Complementary Yuva Nidhi Plus skill-building
courses aim to bridge the gap between academic qualifications and market requirements. This
study reviews existing literature on employment dynamics in India, analyzes the scheme’s
objectives, scope, and eligibility criteria, and evaluates its economic, social, and
administrative impacts. While over 300,000 beneficiaries have enrolled, challenges persist in
timely disbursements, low training participation, and limited awareness. The research
highlights the scheme’s potential to foster self-reliance, stimulate economic growth, and
inform policy design, while recommending improvements in implementation, outreach, and
fiscal sustainability.
Keywords : Yuva Nidhi, Graduate, Unemployment, Government, Financial

Paper Title:
THE IMPACT OF DIGITAL PAYMENT SYSTEMS ON CONSUMER BUYING BEHAVIOUR
Author Name:
Ravikumar B.
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867242
Page No.:
125-129
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THE IMPACT OF DIGITAL PAYMENT SYSTEMS ON CONSUMER BUYING BEHAVIOUR
Author: Ravikumar B.

ABSTRACT
This paper explores how digital payment systems (DPS)—including mobile wallets, Unified
Payments Interface (UPI), contactless cards, and Buy Now, Pay Later (BNPL) services—are
transforming consumer buying behaviour in both online and offline retail environments.
Through three detailed case studies and behavioural analysis, the study investigates how DPS
impact purchase frequency, average transaction value, impulsive spending, and overall
convenience. It also evaluates the critical role of consumer trust, ease of use, financial
awareness, and technological infrastructure in shaping buyer decisions. While DPS offer
considerable benefits such as transaction speed, accessibility, and ease of integration into
daily life, they also present challenges related to overspending, digital literacy, security risks,
and financial control. The research concludes by suggesting strategic measures for
consumers, businesses, and regulators to enhance the positive impact of digital payments
while minimizing potential risks.
Keywords: Digital payments, Consumer behaviour, Mobile wallets, UPI, Impulse buying,
BNPL, Financial inclusion, Spending habits

Paper Title:
THE ROLE OF PRADHAN MANTRI JAN DHAN YOJANA IN STRENGTHENING FINANCIAL INCLUSION VIA POST OFFICE NETWORKS
Author Name:
Sampada Patil & Revati Deshpande
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867275
Page No.:
130-135
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THE ROLE OF PRADHAN MANTRI JAN DHAN YOJANA IN STRENGTHENING FINANCIAL INCLUSION VIA POST OFFICE NETWORKS
Author: Sampada Patil & Revati Deshpande

ABSTRACT:
The Pradhan Mantri Jan Dhan Yojana (PMJDY) is a program to promote financial inclusion in
India, which was started in 2014 and the slogan is Mera Khaata, Bhagya Vidhata (My Account,
Creator of My Destiny). The study assesses the role of PMJDY in increasing access to formal
financial services on the post office network and India Post Payments Bank (IPPB). By midAugust 2025, the scheme had registered more than 56.16 crore bank accounts benefiting women
and rural population, who make 56 and 67 percent of the total bank accounts, respectively.
PMJDY accounts have no minimum balance/requirement, have Ru-Pay debit cards with accident
insurance and overdraft facility, and supports Direct Benefit Transfer (DBT) of government
subsidies. The IPPB integration of PMJDY and the post office network overcomes the
geographical problems of accessing banking services. Nevertheless, the general penetration of
PMJDY is high (53.61 crore accounts by September 2024), although post office managed
accounts are not high.
Key Words: PMJDY, Financial Inclusion, Post Office

Paper Title:
AN ASSESSMENT OF GREEN WORK IMPLEMENTATION UNDER MGNREGA IN CHAMARAJANAGARA DISTRICT, KARNATAKA
Author Name:
T.P. Shashikumar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867318
Page No.:
136-148
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AN ASSESSMENT OF GREEN WORK IMPLEMENTATION UNDER MGNREGA IN CHAMARAJANAGARA DISTRICT, KARNATAKA
Author: T.P. Shashikumar

ABSTRACT
The Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA) signifies a
pivotal social welfare initiative by the Government of India aimed at ensuring livelihood
security for rural households through guaranteed employment. A significant dimension of this
programme is the promotion of "Green Work"—a set of environmentally sustainable
activities focused on enhancing ecological resilience and long-term rural infrastructure. This
paper explores the scope, implementation, and impact of Green Work initiatives under
MGNREGA, including afforestation, soil and water conservation, land development, and the
creation of public green spaces. These activities not only generate employment but also
contribute to biodiversity enhancement, natural resource preservation, climate change
mitigation, and sustainable rural development. The paper highlights active community
involvement and institutional collaboration as key enablers of success, while also addressing
implementation challenges such as limited funding, technical constraints, and administrative
hurdles. By analysing the outcomes and identifying areas for improvement, this study
underscores the critical role of Green Work in advancing environmental sustainability and
inclusive rural growth under the MGNREGA framework.
Key Words: Agriculture, Employment, Environment, Rural Development, MGNREGA,
Sustainability

Paper Title:
THE IMPACT OF COMPENSATION AND CAREER PROGRESSION OPPORTUNITIES ON EMPLOYEE RETENTION IN PHARMACEUTICAL FIRMS IN BENGALURU CITY
Author Name:
Shreesha K L & Gundlapudi Kalyani
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867368
Page No.:
149-158
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THE IMPACT OF COMPENSATION AND CAREER PROGRESSION OPPORTUNITIES ON EMPLOYEE RETENTION IN PHARMACEUTICAL FIRMS IN BENGALURU CITY
Author: Shreesha K L & Gundlapudi Kalyani

ABSTRACT:
This study explores the extent to which compensation and career development opportunities
determine employee retention within pharmaceutical companies in Bangalore, Karnataka.
The analysis, which focuses on professionals in their early and mid-career stages, identifies
important workforce patterns such as low experience levels, a youthful workforce, and male
supremacy. Quantitative data from 150 respondents reveal that while overall satisfaction with
compensation—particularly salary, HRA, and DA—is high; there are significant gaps in
extended benefits and career development opportunities. Competitive compensation emerged
as the top retention factor, whereas limited access to career advancement and a weak sense of
organizational purpose were identified as areas needing improvement. For the purpose of
improving retention and workforce stability in the expanding pharmaceutical sector in the
area, the study recommends promoting gender diversity, improving training and mentoring
programs, creating organized career advancement pathways, and bringing employees into
line with the primary goal of the business.
Keywords: Employee Retention, Compensation, Career progression, Pharmaceutical
Industry, Workforce Development

Paper Title:
A STUDY ON DIGITAL MARKETING IN INDIA
Author Name:
Shruthi .E & M.Visvesvaraya
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867407
Page No.:
159-164
View PDF Certificate
A STUDY ON DIGITAL MARKETING IN INDIA
Author: Shruthi .E & M.Visvesvaraya

ABSTRACT
In the World, Various Countries vary in economic, Socio-Political system . They are differed
in economic- Commercial, marketing Systems. In Advanced Countries, marketing System,
Sectorial growth, Productivity, income level, Consumption all are very high. But in the
Backward Countries Economic-Commercial Variables are very weaker. Because of
backwardness of all factors of production, low Marketing growth, low rate of Scientific and
Technology. In India are developing Country. During 1990-91 onwards LPG Scheme
drastically Changing the shape of our economy, commerce, trade, foreign exchange,
Marketing Strategy. In traditional Marketing System, there is no rapid spread of goods and
services. Because of lack of information, knowledge, quality, durability , taste, price and
Communication.
In India, in 1990 ICT Revolution take place widely, Then all sectors adopting various
Marketing Strategy. Marketing System need to upgrade, advanced, modified updates in every
day. So that Digital Marketing System gradually Expanding across country.
Key words: Digital market, Digital consumers,/ Customers, Consumer- Culture, Digital
Tools, Digital devices. Consumer Behaviors.

Paper Title:
LEVERAGING ARTIFICIAL INTELLIGENCE FOR PERSONALIZED LEARNING AND INCLUSIVE EDUCATION IN HIGHER INSTITUTIONS
Author Name:
Suma S M
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867457
Page No.:
165-177
View PDF Certificate
LEVERAGING ARTIFICIAL INTELLIGENCE FOR PERSONALIZED LEARNING AND INCLUSIVE EDUCATION IN HIGHER INSTITUTIONS
Author: Suma S M

ABSTRACT:
Education in the 21st century is witnessing a paradigm shift driven by technological
innovation, with Artificial Intelligence (AI) emerging as a powerful tool for transforming
learning environments. This paper explores how AI can be effectively leveraged to promote
personalized and inclusive education in higher institutions. The study examines various AIdriven tools such as adaptive learning systems, intelligent tutoring, and predictive analytics
that cater to individual learning needs and remove barriers for differently-abled and
disadvantaged students. Through a mixed-method approach—combining literature review,
institutional survey, and qualitative analysis—the paper highlights the role of AI in enhancing
engagement, accessibility, and academic outcomes. The findings underscore that AI-enabled
personalized learning not only improves student performance but also contributes to social
inclusion and lifelong learning. The paper concludes with recommendations for integrating
AI within national education policies and institutional frameworks in alignment with the
goals of Edu Vision 2035.
Keywords: Artificial Intelligence, Personalized Learning, Inclusive Education, Higher
Education, Educational Technology, Edu Vision 2035

Paper Title:
INTEGRATION OF TECHNOLOGY IN TEACHING LEARNING ACTIVITY AT HIGHER EDUCATION INSTITUTIONS
Author Name:
Suneetha. P & Girisha M C
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867502
Page No.:
178-188
View PDF Certificate
INTEGRATION OF TECHNOLOGY IN TEACHING LEARNING ACTIVITY AT HIGHER EDUCATION INSTITUTIONS
Author: Suneetha. P & Girisha M C

ABSTRACT
The integration of technology into teaching and learning has become a pivotal aspect of
higher education, fundamentally transforming traditional pedagogical methods. This article
explores how digital tools and platforms are being utilized by higher education institutions
(HEIs) to enhance instructional delivery, promote student engagement, and improve learning
outcomes. It examines key technologies such as learning management systems, virtual
learning environments, artificial intelligence, and collaborative online tools, highlighting their
role in facilitating flexible, accessible, and learner-centered education. The article also
addresses the challenges associated with technology adoption, including infrastructure
limitations, digital literacy gaps, and resistance to change among educators. Furthermore, it
discusses best practices and emerging trends that are shaping the future of technologyenhanced learning. By analyzing both the opportunities and obstacles, this study provides a
comprehensive overview of the current landscape and future directions for integrating
technology into teaching and learning practices in higher education.
Purpose of the study: To examine the digital tools utilised by university and college
teachers. The present study the identify problem faced by teachers with regard to ICT
integration in the teaching learning process and to find out whether significant difference
exists between the attitude of college teachers in different streams towards virtual classroom.
Research Methodology: The present study administered the primary data with wellstructured questionnaire with sample size of 34 from different higher education institutions.
This present study used simple statistical methods such as graphical representation with
interpretations.
Findings: The study found that multimedia content plays a crucial supplementary role. Data
also reveals a need for improved consistency in survey design, as a duplicated entry for "soft
copy material" slightly skews the data. points to the necessity of more interactive and
collaborative tools in online environments. Time management while still relevant, appears to
be a less dominant concern.
Keywords: Technology-enhanced learning, Higher education, Digital tools, Student
engagement, Pedagogical transformation.

Paper Title:
GROWTH TRAJECTORY OF PRIVATE SECTOR LIFE AND NONLIFE INSURANCE IN INDIA: A COMPARATIVE ANALYSIS WITH DEVELOPING ECONOMIES
Author Name:
Sushma A .R .
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867546
Page No.:
189-195
View PDF Certificate
GROWTH TRAJECTORY OF PRIVATE SECTOR LIFE AND NONLIFE INSURANCE IN INDIA: A COMPARATIVE ANALYSIS WITH DEVELOPING ECONOMIES
Author: Sushma A .R .

ABSTRACT
The insurance sector is a vital component of financial markets, providing risk management,
long-term savings, and investment avenues for individuals and corporations. In India, the
private insurance sector has seen significant expansion in both life and non-life segments due
to regulatory reforms, technological adoption, and increasing insurance awareness. This
paper analyses the growth of private sector life and non-life insurance in India from 2023 to
2025 and compares it with four developing economies: Brazil, China, South Africa, and
Mexico. Through a combination of secondary data analysis, trend examination, and
comparative metrics, the study highlights India’s growth trajectory and identifies challenges
and opportunities for sustained expansion.
( Keywords: Private Insurance, Life and Non-Life Insurance, Market Expansion, India,
Comparative Analysis)

Paper Title:
THE IMPACT OF RISK PERCEPTION AND BEHAVIORAL BIASES ON INVESTMENT DECISIONS: EVIDENCE FROM MUTUAL FUND INVESTORS IN KARNATAKA
Author Name:
Thrishul G.S & S Venkatesh
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17867575
Page No.:
196-208
View PDF Certificate
THE IMPACT OF RISK PERCEPTION AND BEHAVIORAL BIASES ON INVESTMENT DECISIONS: EVIDENCE FROM MUTUAL FUND INVESTORS IN KARNATAKA
Author: Thrishul G.S & S Venkatesh

ABSTRACT:
This study investigates the impact of risk perception and behavioral biases on the
investment decisions of mutual fund investors in Karnataka. Traditional finance assumes
investors are rational, but behavioral finance shows that emotions and cognitive errors
often affect their choices. The study focuses on key biases, including overconfidence,
herding, loss aversion, and anchoring, and examines how these interact with investors’
perceptions of risk. Primary data were collected from 412 mutual fund investors through a
structured questionnaire. The data were analyzed using descriptive statistics, correlation,
and Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate
that behavioral biases have a significant impact on investment behavior, with risk
perception serving as a key mediator of this effect. Overconfidence and herding encourage
high-risk and group-driven investments, while loss aversion and anchoring lead to cautious
decisions. The study highlights the importance of financial literacy in mitigating bias and
improving decision-making. The findings offer practical insights for mutual fund
companies, financial advisors, and policymakers.
KEYWORDS: Behavioural Finance, Risk Perception, Behavioral Biases, Investment
Decisions, Mutual Fund Investors, Financial Literacy, Karnataka

Paper Title:
A STUDY ON IMPACT OF GLOBALIZATION ON HR MANAGEMENT
Author Name:
Ashwija
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18152089
Page No.:
209-213
View PDF Certificate
A STUDY ON IMPACT OF GLOBALIZATION ON HR MANAGEMENT
Author: Ashwija

ABSTRACT
An attempt is made in this paper is to analyse the impact of globalisation on Human Resource Management. The human resources management of any company is an integral part of its success. Human resources management for a multi-national corporation with subsidiaries that operate in multiple countries presents many cultural and socio-economic challenges. Globalization has many positive and negative effects on any multi-national corporation’s human resources management department. Globalization is a polarizing subject that is not easily defined. Globalization allows for increased competition, lifts barriers to entry for developing countries, helps to promote economic growth and works to unify the world’s economies. However, with this unification of economies, comes interdependence. Meaning, the negative events in major industrial nations such as the United States has a significant impact on the economies in other countries. In addition, the economic growth of one country
can mean the economic contraction of another. Globalization makes for a larger labor pool from which to choose, but it also increases the possibility of language and cultural barriers in the recruitment process. If the company does not address such barriers, it can make the recruitment process increasingly time-consuming and difficult. Human resource managers must adapt to the different customs and cultures when hiring employees in different countries. Language barriers also may necessitate hiring bilingual employees and adapting employee documents, such as employee manuals and training materials, into different languages.

Keywords: Business faces, Human Resource Management and Globalisation.

Paper Title:
THE EFFECTIVENESS OF DIGITAL MARKETING ON CONSUMERS PURCHASING DECISIONS: A CONCEPTUAL STUDY
Author Name:
Deepak G
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18152310
Page No.:
214-217
View PDF Certificate
THE EFFECTIVENESS OF DIGITAL MARKETING ON CONSUMERS PURCHASING DECISIONS: A CONCEPTUAL STUDY
Author: Deepak G

ABSTRACT:
Change is natural in both humans and the universe. Change may happen for several reasons: due to the necessaries of human beings or as a regular process of the universe. This change also happens due to the reason of innovation. To fulfil necessities, to make flexible or comfortable, to connect, or for any other reason on earth, it is happening continuously. Digitalization is also one of the modern-era requirements (may be change) to connect people. Using this digitalization in e-commerce will help to connect customers or consumers in a variety of formats. Tremendous growth in e-Commerce directly influences digital marketing. In the traditional method, usually the consumer without touch or feel the product never goes for purchasing. Due to modern technology interference and a high boom in digital literacy, consumers take decisions within fingertip actions. In the present era, if a consumer wants to buy any product,
first and foremost he will collect the information with the help of the internet. The "search" in the internet with the help of various online apps has made a major impact. This is what we call "digital marketing." In this paper we try to find out the impact of Digital marketing on consumer decision making based on various factors.

Key words: Digital marketing, e-commerce, consumer, Search, technology and internet.

Paper Title:
CHALLENGES AND OPPORTUNITIES OF BUSINESS PROCESS OUTSOURCING IN INDIA
Author Name:
Shashikala N
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18152093
Page No.:
218-221
View PDF Certificate
CHALLENGES AND OPPORTUNITIES OF BUSINESS PROCESS OUTSOURCING IN INDIA
Author: Shashikala N

ABSTRACT
India has emerged as a top choice for companies looking to outsource their business,
knowledge, research, legal, and other high-level processes. This not only enhances exports, raises national income, and generates more job opportunities, but also boosts tax revenues, supports the development of other interconnected sectors like infrastructure and catering. India has already attained significant success in the Business Process Outsourcing (BPO) domain, yielding high export earnings. The Indian BPO industry has developed a solid
reputation for its superior service quality and information security, recognized globally and contributing to increased buyer confidence. However, in recent years, the sector has encountered strong competition from the Philippines and China. This document seeks to pinpoint several major issues and challenges facing the Indian BPO sector, analyze its strengths, weaknesses, opportunities, and threats, and provides recommendations to transform India into the most desirable BPO destination globally.

Keywords: BPO, Issues and Challenges.

Paper Title:
BRIDGING THE AI DIVIDE: CAPACITY BUILDING FOR RURAL UNDERGRADUATE EDUCATORS
Author Name:
Indira P E
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18152411
Page No.:
222-228
View PDF Certificate
BRIDGING THE AI DIVIDE: CAPACITY BUILDING FOR RURAL UNDERGRADUATE EDUCATORS
Author: Indira P E

ABSTRACT:
The integration of Artificial Intelligence (AI) in education has become imperative, yet rural undergraduate educators face significant barriers in accessing and utilizing AI tools. This study examines AI awareness and adoption among undergraduate educators in rural Mandya District, Karnataka. A mixed-methods approach was used, involving a survey of 50 undergraduate educators and in-depth interviews with 5 educators. The findings reveal a significant gap in AI awareness and adoption, highlighting the need for targeted interventions. A contextual framework for AI capacity building is proposed to promote AI integration and bridge the AI divide. The findings underscore the need for targeted capacity-building initiatives to enhance AI literacy and confidence among rural educators, enabling them to integrate AI-powered tools into their teaching practices.

Keywords: AI integration, rural education, undergraduate educators, capacity building, AI literacy, AI divide, teacher training, educational technology, India.

Paper Title:
SENIOR CITIZENS IN THE DIGITAL ERA: A STUDY ON ACCESSIBILITY, AWARENESS, AND ADOPTION BARRIERS IN GOVERNANCE AND FINANCIAL TECHNOLOGIES
Author Name:
Renati Jayaprakash Reddy & Nataraja
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18152474
Page No.:
229-239
View PDF Certificate
SENIOR CITIZENS IN THE DIGITAL ERA: A STUDY ON ACCESSIBILITY, AWARENESS, AND ADOPTION BARRIERS IN GOVERNANCE AND FINANCIAL TECHNOLOGIES
Author: Renati Jayaprakash Reddy & Nataraja

ABSTRACT
As digital transformation reshapes governance and financial services, elderly citizens remain disproportionately excluded from the benefits of technological innovation. Despite the rapid expansion of e-governance and financial technologies (GovTech and FinTech), many older adults face persistent obstacles linked to accessibility, digital literacy, and trust. This study, titled “Senior Citizens in the Digital Era: A Study on Accessibility, Awareness, and Adoption Barriers in Governance and Financial Technologies,” investigates the factors influencing digital participation among individuals aged 60 and above. Employing a mixed-method approach that combines quantitative surveys with qualitative interviews, the research examines three critical dimensions—awareness, accessibility, and adoption. Findings indicate that socio-economic background, educational attainment, and prior exposure to technology
significantly shape Senior Citizens‘ engagement with digital platforms. Furthermore,
concerns about data privacy, financial security, and interface complexity act as major
deterrents to adoption. The study highlights that the lack of age-sensitive design and
inadequate institutional support contribute to a widening digital divide. It argues that
meaningful digital inclusion requires user-centered design principles, targeted digital literacy programs, and policy frameworks that account for age diversity. By addressing these structural and perceptual barriers, governments and financial institutions can promote equitable participation and ensure that digital transformation enhances—rather than limits— citizen inclusion across generations.

Keywords: Digital inclusion, Elderly, Accessibility, Awareness, Adoption barriers, Egovernance, Financial technologies, Digital literacy, Technology acceptance.

Paper Title:
IMPACT OF AGRICULTURAL CREDIT ON AGRICULTURAL PRODUCTION AND INCOME IN INDIA: A REGRESSION ANALYSIS
Author Name:
Divya B.S
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18152520
Page No.:
240-248
View PDF Certificate
IMPACT OF AGRICULTURAL CREDIT ON AGRICULTURAL PRODUCTION AND INCOME IN INDIA: A REGRESSION ANALYSIS
Author: Divya B.S

ABSTRACT
The present study examines the impact of agricultural credit on agricultural performance in India over the period 2012 to 2022. The study employs various regression model to assess the influence of total of both short term and long term agricultural credit on both production and income. The results from the study reveal that, there is a strong and statistically significant relationship between credit availability and production in this sector. The findings also show that, the increased availability of formal credit facilities encourages farmers to invest in necessary inputs and advanced technology and undoubtedly it enhances their productivity. The study highlights by concluding that, agricultural credit remains an important tool of agricultural growth and income in this country. But, its success depends on efficient allocation, good monitoring, technological usage and financial institutional support system. This research paper also suggests the strengthening oversight of utilization of credit, targeting small and marginal peasants, arranging financial literacy awareness programmes.

Keywords: Agricultural Credit, Agricultural Production, Agricultural Income, advanced
technology, India, Short-term Loan, Long-term Loan

Paper Title:
IMPACT OF SUSTAINABLE MARKETING ON CONSUMER BEHAVIOR BASED BRAND EQUITY OF SIMPLI NAMDHARI’S IN KARNATAKA
Author Name:
Boregowda M. A.
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18401688
Page No.:
249-259
View PDF Certificate
IMPACT OF SUSTAINABLE MARKETING ON CONSUMER BEHAVIOR BASED BRAND EQUITY OF SIMPLI NAMDHARI’S IN KARNATAKA
Author: Boregowda M. A.

ABSTRACT
This study explores the impact of sustainable marketing on consumer behaviour and brand equity, using Simpli Namdhari’s—a 100% vegetarian omnichannel retailer in Karnataka—as a case study. As sustainability becomes a strategic imperative in retail, brands like Simpli Namdhari’s are leveraging ethical sourcing, residue-free produce, and community engagement to build trust and loyalty among consumers. The research employs a mixed-methods approach, combining surveys and interviews with
320 participants across Karnataka. Findings reveal that sustainability significantly enhances brand awareness, perceived quality, and emotional connection, leading to increased brand loyalty. Cultural alignment and digital engagement further amplify these effects. The study concludes with strategic recommendations for retailers aiming to integrate sustainability into their brand identity and marketing efforts.

Keywords: Sustainable Marketing, Consumer Behavior, Brand Equity, Simpli Namdhari’s, Ethical Retail, Residue-Free Produce, Karnataka, Green Branding, Cultural Alignment, Omnichannel Retail

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