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The selfie phenomenon has significantly affected retail environments. This study aims to conceptualise this phenomenon and analyse its findings and implications for managers, researchers and policymakers in retail environments.

A literature review, an exploratory qualitative study and three experiments were conducted to examine the conceptualisation, findings and managerial implications of retail consumer selfie culture as a marketing tool across different age cohorts.

The concepts of the extended self in a digital world, sense of vision (sight), self-imagery and distance explain retail customer selfie culture and the findings that its impact varies significantly across different age cohorts in the retail environment from both vision (sight) and self-imagery perspectives.

This study proposes the retail consumer selfie theory (RCST). RCST can revolutionise retail advertising and branding and design more effective retail selfie campaigns specific to the target audience (different age cohorts) according to different products in various industries, offering new ways of performing product trials, evaluations, implementing retail strategies and public policy.

This study aims to understand the relationship between a company’s sustainability (ESG) disclosures and its valuation. In addition, it also seeks to analyse the moderating effect of firm size on the association between ESG disclosures and firm valuation.

The NIFTY 200 index comprising India’s top 200 companies by market capitalisation from different industrial sectors was chosen for this study. The sample period was from 2017 to 2022. The fixed effect regression analysis was conducted on the panel data for analysis purposes.

A positive influence of ESG disclosures on firm value was observed, primarily owing to the environmental and social disclosures. Interestingly, the moderating impact of firm size on the linkage between ESG disclosures and firm value was found to be negative.

Most extant literature show a positive association between ESG disclosures and firm valuation, which was also observed in our study. However, the study results indicate that larger firms are less likely to benefit from the ESG – firm valuation relationship rather than small firms. This could have key policy-level implications for smaller firms from emerging nations that usually refrain from sustainability disclosures.

Soil is an essential component of road construction and is used in the form of subgrade materials. It ensures the stability and durability of the road under adverse conditions; being one of the important parameters, poor judgment of the engineering properties of soil can lead to pavement failure. Geopathic stress (GS) is a subtle energy in the form of harmful electromagnetic radiation. This study aims to investigate the effect of GS on soil and concrete.

A total of 23 soil samples from stress zones and nonstress zones were tested for different engineering properties like water content, liquid limit, plastic limit, specific gravity and California bearing ratio. Two concrete panels were placed on GS zones, and their quality was monitored through nondestructive testing for a period of one year.

The result shows that the engineering properties of soil and pavement thickness are increasing in stress zones as compared with nonstress zones. For concrete panels, as time passes, the quality of the concrete gets reduced, which hints toward the detrimental effect of GS.

This research is a systematic, scientific, reliable study which evaluated subgrade characteristics thus determining the detrimental impact of the GS on soil and pavement thickness. On a concluding note, this study provides a detailed insight into the performance of the road segment when subjected to GS. Through this investigation, it is recommended that GS should be considered in the design of roads.

The present study provides evidence on export advantages of horticultural commodities based on competitiveness, trade balance and seasonality dimensions.

The study delineated horticultural commodities in terms of comparative advantage, examined temporal shifts in export advantages (mapping) and estimated seasonality. Product mapping was carried out using the Revealed Symmetric Comparative Advantage (RSCA) and Trade Balance Index (TBI). Seasonal advantages were examined through a graphical approach along with the objective tests, namely, modified QS-test (QS), Friedman-test (FT) and using a seasonal dummy.

Cucumbers/gherkins, onions, preserved vegetables, fresh grapes, shelled cashew nuts, guavas, mangoes, and spices emerged as the most favorable horticultural products. India has a strong seasonal advantage in dried onions, cucumber/gherkins, shelled cashew nut, dried capsicum, coriander, cumin, and turmeric. The untapped potential in horticulture can be addressed by handling the trade barriers effectively, particularly the sanitary and phytosanitary issues, affecting the exports. Proper policies must be enacted to facilitate the investment in advanced agricultural technologies and logistics to ensure the desired quality and cost effectiveness.

Commodity-specific studies on value chain analysis would provide valuable insights into the issues hindering exports and realizing the untapped export potential.

There is no holistic and recent study illustrating the horticulture export advantages covering a large number of commodities in the Indian context. The study would be helpful to the stakeholders for drawing useful policy implications.

This study aims to investigate the effect of monetary policy transmission on the use-based classification of manufacturing industries in India, an integral aspect influencing the overall economic growth of the nation.

The empirical study applies a panel autoregressive distributed lag model to examine the relationship/association between monetary policy transmission mechanism and the output of manufacturing industries in the long run and short run.

In the long run, the findings reveal a negative association between money supply and manufacturing industries’ output, indicating that an increase in money supply corresponds to a decrease in manufacturing output. Conversely, a positive relationship is observed between manufacturing industries’ output and banks’ credit, indicating that an increase in bank credit leads to a corresponding increase in manufacturing output. In the short run, the results highlight a significant positive relationship between manufacturing output and monetary policy transmission variables, including money supply, statutory liquidity ratio, real exchange rate and foreign direct investment. The use-based classification of manufacturing industries such as primary goods, capital goods and intermediate goods exhibits greater responsiveness to monetary policy shocks than consumer durables and non-durables goods.

Policymakers are advised to regulate credit expansion to support the industry without risking financial instability, with key recommendations including stimulating consumer demand and adopting sector-specific policies to promote sustainable growth across diverse manufacturing sectors.

India, being a developing economy, efficient monetary policy transmission is crucial for boosting manufacturing output and employment. Nevertheless, there has been a scarcity of research concentrated on this pivotal intersection. This study aims to fill that gap, providing fresh insights into how monetary policy affects the growth of the manufacturing industry.

The COVID-19 pandemic has significantly impacted education systems worldwide, forcing schools and universities to close their doors and shift to remote learning. However, the transition to online education has exposed a deep digital divide, leaving vulnerable students at a disadvantage due to limited or no access to the Internet. Internet access during the COVID-19 pandemic has emerged as a critical necessity, transcending traditional notions of human rights. The concept of the fourth generation of human rights recognises that access to the Internet is not just a privilege but an essential right that enables individuals to exercise their other rights effectively. Governments, policymakers, and international organisations must prioritise bridging the digital divide to ensure equitable access to the internet for all students, especially the vulnerable ones. Initiatives such as providing subsidised internet services, distributing devices, and establishing community-based internet centres can help overcome these challenges. Public-private partnerships and collaborations between governments, civil society, and technology companies can play a crucial role in expanding internet infrastructure and affordability. By recognising internet access as a vital component of the fourth generation of human rights, societies can foster inclusivity and bridge the educational gap exacerbated by the pandemic. Efforts should focus not only on immediate solutions but also on long-term strategies to address systemic inequalities in internet access. Empowering vulnerable students with internet connectivity is pivotal for their educational success, personal development, and future opportunities.

The paper examines the influence of green attitude of HR managers on the other key HRM variables in an organizational context. Specifically, the objective of the paper was to determine if HR managers’ green attitude influences the green behavior of employees in an organization, while accounting for the mediating and moderating effect of contingent variables.

Data were gathered from 175 human resources managers of Indian hotels using a structured instrument and subjected to partial least squares-structural equation modeling (PLS-SEM) analysis, using SmartPLS 3.0 software.

While the green attitude of human resource managers was found to positively influence the green behavior of employees, it was observed that the extent of green rewards played a mediating role in the relationship. Top management support was found to moderate the relationship between green attitude of human resource managers and green human resource management practices.

The study identifies how green behavior of employees can be improved by focusing primarily on the green attitude of HR managers. Thus, recruiting HR managers with high green orientation, contingent on the exogenous factors mentioned in the study being considered, will result in greater pro-environment employee behavior.

Our unique contribution was viewing greening practices in the organization through the HR managers’ lens, who are critical in implementing green practices in an organization, thus providing novel insights compared to earlier studies in the field.

The key learning objectives are as follows: analyze Mamaearth’s growth trajectory in the Indian market, illustrate the meaning of a direct-to-consumer (D2C) brand, analyze the importance of social media in building a D2C brand, analyze the challenges and advantages associated with a D2C brand, analyze growth and expansion options available with Mamaearth and evaluate the strategies for Indian start-ups in the beauty and personal care space.

In 2016, what began as a quest to find safe baby care products for the first-time parents Varun and Ghazal, turned into an entrepreneurial opportunity. The couple started Honasa Consumer Private Limited at Gurugram, which owned the brand Mamaearth. Conceived as a D2C brand for mothers opposed to harsh baby care products, it debuted with just six baby care products with exclusive online availability. For the brand to grow, it recreated the marketing mix to be perceived as a brand for all ages. The step successfully garnered a customer base of over 1.5 million consumers in 500 cities and a valuation of INR 1bn within four years of operations. In February 2021, Mamaearth became a brand with INR 5bn annualized revenue run rate and aspired to double it to INR 10bn by 2023. Though Mamaearth debuted as a D2C brand, after tapping around 10,000 retail stores, the Alaghs realized that many consumers still preferred transacting in the offline space. Alaghs decided to expand by acquiring a robust offline space in 100 smart cities in India. Would it be wise for Mamaearth to take forward their offline expansion plans? Alternatively, would an aggressive product innovation coupled with a more substantial online presence be a more sustainable proposition?

The case study is appropriate for Post Graduate Diploma in Management/Master of Business Administration level courses of second year in strategic brand management, digital marketing, integrated marketing communication and marketing strategy. The case stuudy may also be useful for prospective entrepreneurs planning to embark upon a D2C venture. The case study elaborates on the emergence, marketing and branding of Mamaearth. The case study helps students understand the meaning of a D2C brand and the growth options available in the Indian market for a D2C brand from the perspective of Mamaearth.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

Nanosized honeycomb-configured materials are used in modern technology, thermal science and chemical engineering due to their high ultra thermic relevance. This study aims to scrutinize the heat transmission features of magnetohydrodynamic (MHD) honeycomb-structured graphene nanofluid flow within two squeezed parallel plates under Joule dissipation and solar thermal radiation impacts.

Mass, energy and momentum preservation laws are assumed to find the mathematical model. A set of unified ordinary differential equations with nonlinear behavior is used to express the correlated partial differential equations of the established models, adopting a reasonable similarity adjustment. An approximate convergent numerical solution to these equations is evaluated by the shooting scheme with the Runge–Kutta–Fehlberg (RKF45) technique.

The impression of pertinent evolving parameters on the temperature, fluid velocity, entropy generation, skin friction coefficients and the heat transference rate is explored. Further, the significance of the irreversibility nature of heat transfer due to evolving flow parameters are evaluated. It is noted that the heat transference rate performance is improved due to the imposition of the allied magnetic field, Joule dissipation, heat absorption, squeezing and thermal buoyancy parameters. The entropy generation upsurges due to rising magnetic field strength while its intensification is declined by enhancing the porosity parameter.

The uniqueness of this research work is the numerical evaluation of MHD honeycomb-structured graphene nanofluid flow within two squeezed parallel plates under Joule dissipation and solar thermal radiation impacts. Furthermore, regression models are devised to forecast the correlation between the rate of thermal heat transmission and persistent flow parameters.