1. Green Marketing in India: An Overview

Chandrashekhar Singh, Assistant Professor , School Of Management Sciences, Varanasi


In present time the term green marketing is one of the most discussed issue . Green marketing is a phenomenon which has developed particular importance in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. In this research paper, main emphasis has been made of concept, need and importance of green marketing. It explores the main issues in adoption of green marketing practices and its relationship to sustainable development. The paper describes the current Scenario of Indian market and explores the challenges have with green marketing. The paper also examines the present trends of green marketing in India and describes the reason why companies are adopting it and future of green marketing and concludes that green marketing is something that will continuously grow in both practice and demand.

Keywords: Green Marketing, Green Product, Sustainable Development

2. Sustainable Social Entrepreneurship through Innovation diffusing Traditional Knowledge with Innovation:Case Study of Pottery        Art in India

Ambalika Sinha Associate Professor, Department of Humanities and Social Science, MNNIT, Allahabad.
Divya Rai Ph.D. Scholar at Department of Humanities and Social Sciences ,MNNIT, , Allahabad.


India a massive country in terms of employment conditions and majority of human resources are involved in unorganized sectors but are more vulnerable in compare to other types of formal employment. Upliftment of these sector will results in increased economic conditions of population as well as it will fetch for foreign currency. This paper emphasizes on technological as well as marketing intervention in one of the art form i.e. Pottery which is at verge of extinction. Slight modifications in these will pave a long better way for development.

Keywords: Pottery, Technological intervention, marketing intervention

3.An Empirical Investigation on Iron-Ore Price volatility with special reference to Dindigul Lock makers

S. Gurusamy Coordinator, Centre for Rural Development and Strategic Studies, Principal Investigator, UGC-UPE Rural Development Project Phase II – Part II, Professor and Head, Department of Commerce University of Madras, Chepauk, Chennai
P. Hemavathy University Grants Commission – Senior Research Fellow Full time Doctoral Research Scholar, Department of Commerce University of Madras, Chepauk, Chennai
V. Leelavathy Project Fellow, UGC-UPE Rural Development Project Phase II- Part II Department of Commerce, University of Madras Chepauk, Chennai


Iron-ore is the staple raw material required for manufacturing locks. Iron ore price contributes to the cost of raw material for Dindigul lock makers. High volatility has been widely observed in the prices of Indian iron ore market. Irrefutably, the Lock maker’s optimism has been battered by volatility and thus critically has an effect on their economic growth. This study develops and examines the conditional volatility model in an attempt to confine the prominent features of volatility in iron ore prices prevailing in Indian market confining to the benefit of Dindigul Lock makers. Results of the study exhibit that the high volatility of iron ore price is expected when the negative shocks are present. The Centre and State government are accountable in steering rural development through adequate disbursement of credit in the form of incentives to the lock makers to buy raw materials at an affordable cost.

Key words : GARCH, Iron Ore Price, Lock Makers, Rural artisans, Raw Material

4.Redesigning the “Office Hours” : The Future of Work

Ujjal Mukherjee Assistant Professor, CMS- BusinesSchool , Bangalore, India


The way human being “work” to earn their living has transformed over a period of time. There was a time when human beings used to go to work but now the work has come to the doorstep , in fact it has occupied its space in the bed room and on the dining table. We actually pack it as we go out for a family outing .It does not end there, research shows that we get the best of ideas to solve office problems ,when we are outing, trekking , watching TVbut the organizations still have the same good, old attendance tracking system. The employers are still so conscious whether the knowledge employees show in the office and importantly, show on time. The researcher in this conceptual paper tries to unravel the features of modern and future work. He suggests a method which can be followed by organizations which can help themto track modern day knowledge work more effectively

Keywords: Knowledge workers; attendance; modern work; future work;ideas

5.Guerrilla Marketing: An innovative stride

Harshita Gupta Junior Research Fellow, Dept. of Management Studies, Indian School of Mines, Dhanbad, Jharkhand
Saumya Singh Associate Professor, Dept. of Management Studies, Indian School of Mines, Dhanbad, Jharkhand.


Marketing tools and techniques have constantly been evolved and with this evolution of marketing practices, innovation is one thing which is inevitable. Marketers constantly have to keep an eye on the latest trends prevailing in the market place and have to increase their know-how on effective communication of the benefits which they have in their bags to offer to their customers. The arena of marketing and advertising has witnessed several waves of innovation and new technology but surprisingly, studies reveal that not many of the companies are making the use of it to the fullest. Guerrilla Marketing is one of the innovating practices which is helpful in effectively communicating the brand and its benefits to the consumers. Guerrilla Marketing hovers around the novel concept whereby it uses least amount of monetary funds to reach out to its customers. In fact, it emphasizes on the creativity and long sightedness approach to leave a long lasting impact on the consumers. The concept of Guerrilla Marketing has a history which revolves around ‘guerrilla warfare’, during which the Vietnamese made use of unique tools and tactics during Vietnam War in 1960s (Yüksel, 2010). Similarly, Guerrilla Marketing is an innovative technique of achieving conventional goals with unconventional methods involving less of funds and more of creativity (Kaden, 2007). Conrad Jay Levinson is known as “father of Guerrilla Marketing” as he is the one who created this concept in his book Guerrilla Marketing (1984). The paper attempts to analyze the trends in marketing which has led to the evolution of this innovative practice of Guerrilla Marketing by reviewing various articles, journals and books. Also, it studies the different kinds of unconventional tools and techniques which fall under the purview of this concept. The paper eventually helps in building greater insights about this holistic approach.

Keywords: Guerrilla Marketing, Innovation, Creativity

6. Innovations In Housing Finance Sector: In Reference To National Housing Bank

Shweta Khemka Research Scholar, Faculty of Commerce Banaras Hindu University



The housing finance sector has been witnessing radical changes in recent times in terms of industry structure, products, appraisal and recovery norms etc. Aggressive competition in the field of housing finance has made it imperative that only effective and efficient functioning will be the key to survival and success in the long run. As the apex housing finance institution of the country, NHB has been monitoring and regulating the housing finance industry to ensure its growth on sound and healthy lines. The objective of the paper is to review of existing housing finance products and potential and opportunities associated with innovations in housing finance products. The programme will address issues like Productive Housing in Rural Areas, issues related to Reverse Mortgage and Aam Aadmi Awas along with existing housing finance products.

Keywords: Primary Lending Institutions,EWS, LIG

7.Rural Development and Employment through Skill Development

Purnendu Kumar Patra Assistant Professor, SMS Varanasi


India has around 600,000 villages with around 64% of its 1.3 billion people living in them. It is absurd to imagine growth without the country-side growing as fast as India’s towns and cities. This nation has one of the largest pools of unskilled labor waiting to be trained and utilized. In the absence of proper training, awareness and motivation, it is commonplace for the rural unemployed youth to adopt alternative means of livelihood, many of which are shunned by civil laws. Through this paper the author wishes to throw some light on the importance of Skill Development programs, their current status, the gap that exists between the demand and supply of skilled labor and how employability of rural youth is enhanced by imparting skill oriented training to them. Finally, the paper also emphasizes on how skilled and employable youth contribute to overall development of a rural economy in particular and the nation in general. Data has been gathered from reliable secondary sources. On assumed lines, it was also concluded that the need of the hour for India is to aggressively pursue innovative government programs like Skill India and Make in India so that by the turn of the decade, close to half of the projected eligible population could be employed in various state-run schemes, private organizations. Entrepreneurship is also an outcome of innovative skill development that has immense potential for employment and thus, development of the rural landscape. The paper limits itself to the schemes launched by the respective state governments and central governments thus leaving room for improvement as far as measures taken by privately owned organizations and NGOs are concerned.

Keywords : Rural development, Entrepreneurship, skill development, Skill India, Make in India, Skill gaps, Demographic Dividend

8.Movement for Sustainable Development through Green Economics

Rakesh Rangwani Junior Research Fellow, Department of ABST University of Rajasthan


Despite substantial improvements over the past 23 years in many key areas of sustainable development, the world is not on track to achieve the goals as aspired to in Agenda 21, adopted in Rio de Janeiro in 1992, and reiterated in subsequent world conferences, such as the World Summit on Sustainable Development held in Johannesburg in 2002. While there have been some achievements in implementing Agenda 21, including the implementation of the chapters on “Science for Sustainable Development” and on “Promoting Education, Public Awareness & Training”, for which UNESCO was designated as the lead agency, much still remains to be done. This decade had seen the idea of a “green economy” float out of its specialist moorings in environmental economics and into the mainstream of policy discourse. It is found increasingly in the words of heads of state and finance ministers, in the text of G20 communiqués, and discussed in the context of sustainable development and poverty eradication. The research paper focused to establish a relationship between sustainable development and green economics. The research paper is descriptive and analytical in nature. The data collected from secondary sources such as report from niti aayog, IMF indicators, RBI reports, newspapers, journals. The research design was adopted to have greater accuracy and in depth analysis of the research study. The statistical tools for the analysis are also being used.

9.Corporate Social Disclosure: A Case Study of SAIL (Steel Authority of India Limited)

Shalini Singh Research Scholars, Faculty of Commerce, Banaras Hindu University
Sanaya Khanna Research Scholars, Faculty of Commerce, Banaras Hindu University


Corporate Social Responsibility (CSR) is used to envelop both social and environment issues. Business and society are interdependent on each other. The wellbeing of one depends on the wellbeing of the other especially in big companies and corporations, it’s seen as a vital tool to promote and improve the public image. CSR may present a win- win situation for society and business. Understanding of the potential benefits of CSR for the competitiveness of individual companies and for national economies can help encourage the spread of CSR practice. Presents study deals with the corporate social disclosure practices adopted by the company especially the SAIL( Steel Authority of India limited). In the present paper an attempt has been made to identify and analyze the corporate social mandatory and non-mandatory disclosures made by SAIL and a comparison between the both i.e. mandatory and non-mandatory disclosures has been made through a disclosure index. Result indicates that there exists a significance difference between the mandatory and non-mandatory of disclosures made by SAIL. And the company is making more efforts towards the fulfillment of mandatory requirements rather than the non-mandatory requirements.

KEYWORDS: CSR, Corporate Social Disclosures, SAIL& Disclosure Index.

10. Innovations in E-commerce and E- Governance.

Saurav Kumar Asst. professor (Management) School of Management Sciences, Varanasi


For a long yearsago e-Commerce and e-Government applications have made major impacts in their respective, private and public sector. Few yearsago, wedistinguish of thetwo phenomena. Governments and public sector organizations around the world arerelying on information and communication technologies(ICTs) to reform the functionality of the system and provide enhanced service delivery methods for their citizens living around. E-governanceincludes the effectivenessuse of ICTs, specially the Web-based online applications, for betterand effective governance and service delivery. Indian government, and other global counterparts, is using ICT and E-governance as to improve the governance services to their citizens and to expandgovernance modernization programmes worldwide. This article shows anoverview of the Egovernance scenario in India. It also observes the capability and willingness of the government torender Eservices in respect of differentfactors like telecommunication infrastructure, human capital and webpresence. On thebasis of the assessment, the factors which hinder the E-initiatives development and the obstaclesfor the successfulimplementation are observed. These barriers are furthercategorized into the three dimensionsthat determine the E-governance readiness. The study “Innovations in e-commerce and e-governance”alsoreports on more accurate findings from an ongoing empirical investigation and also to clarify our understanding of similaritiesand differences between e-Commerceand e-Governmentand their latest innovations.

Keywords:E-governance, E-commerce, Information and communication technologies (ICTs)

11.Women-Friendly Policies being adopted by Organizations: An Innovative aspect

Shlesha Singh Junior Research Fellow, Dept. of Management Studies, Indian School of Mines, Dhanbad,
Mrinalini Pandey Assistant Professor, Dept. of Management Studies, Indian School of Mines, Dhanbad,


Organizations are these days realizing the importance of women in the workforce and to tap that talent, organizations are now-a-days putting extra efforts. Workplaces were designed keeping men in mind and which has been intercepting women from continuing the competitive jobs and career along with the family responsibilities. On the other hand, there are various workplace barriers which are adding to the other problems. Women face several barriers at the workplace like sexual harassment, glass ceiling and gender stereotype. In response to these issues, organizations have encouraged the efforts to implement womenfriendly policies. Organizations have become aware of the fact that women have different career trajectory and that is the reason they should be given extra attention. Promoting various innovative women-friendly HR policies by organizations will encourage more women to be successful in their respective careers. Organizations have started supporting the career and professional aspirations of women employees and therefore they are adopting women-friendly policies and practices. These days, the women centric practices appear to be gaining acceptance and popularity in the industry. Women-Friendly policies give a sense of recognition and feeling valuable in the organization to the female employees which in turn prove positive or act in favour of the firm.

12.Empowerment and Well-Being of Disabled Women

Vibha Yadava Research Scholar, Department of Psychology, F.S.S., B.H.U., Varanasi
Purnima Awasthi Associate Professor, Department of Psychology, F.S.S., B.H.U., Varanasi


The present paper attempts to highlight the concept of disability and empowerment especially among women population. The concept is difficult to define but has been defined variously, indicating the type of disability and its prevalence rate among women. Since, they are most vulnerable therefore; the factors contributing to their problems have been mentioned. The disabled are deprived of all opportunities and basic facilities like health, education, and employment are denied to them thus, problems and difficulties faced in attaining access to adequate housing, education, health, vocational training, and employment have been emphasized. Also, in the light of the same, the need to take into account and to address the concerns of women and girls with disabilities in order to make them empowered and integrate them into the mainstream are addressed. Programs especially for the disabled women to get empowered socially, economically at various levels by public and privates institutions have been focused. The measures taken by international agencies like the International Labor Organization (ILO), United National Development Program (UNDP) and Central Government Plans, Skill and Training Development Projects so that women with disabilities can improve their daily living skills. The skill training creates opportunities in various sectors be it in education and training, employment and livelihood. But the disabled are poorest, there are issues like low access, low availability, overlapping and many others that needs to resolved in order to make disabled women empowered more effectively.

Keywords: Disability; Empowerment; Skill; Training; Well-being

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