| S. No. | Title, Authors and DOI |
|---|---|
| 1 |
Access to Finance for Entrepreneurs and MSMEs in Tripura: Challenges, Policy Interventions and Emerging Opportunities
Abstract
Micro, Small and Medium Enterprises (MSMEs) play a crucial role in employment generation, income creation, and regional economic diversification, especially in economically peripheral states such as Tripura. Despite significant policy focus on financial inclusion and enterprise promotion in India, access to adequate and timely formal finance continues to be a major challenge for entrepreneurs and small businesses in the state. This study examines the status and trends of financial access for MSMEs in Tripura using secondary data from the Reserve Bank of India (RBI), State Level Bankers’ Committee (SLBC), Ministry of MSME, and relevant government reports.
|
| 2 |
Green Supply Chain Management
Abstract
This chapter examines Green Supply Chain Management (GSCM) as an essential element of sustainability in modern business and economic environments. It analyses how Green Supply Chain Management (GSCM) expands conventional supply chain operations to incorporate environmental stewardship and social responsibility. The chapter delineates the progression of Green Supply Chain Management (GSCM), identifies principal drivers including regulatory pressures, stakeholder expectations, and competitive advantages, and elucidates the benefits and challenges associated with the integration of sustainable practices throughout procurement, production, distribution, and reverse logistics. It underscores both qualitative insights and quantitative results from current empirical research, highlighting how GSCM approaches can improve environmental performance while facilitating financial and operational results. A case study from the manufacturing sector exemplifies the practical use of GSCM, showcasing enhancements in creativity and performance. The chapter finishes with an examination of policy and management consequences, along with recommendations for future study aimed at enhancing sustainability in supply chains.
|
| 3 |
Green Finance in The Context of Cultural and Behavioural Dynamics: A Multidisciplinary Perspective
Abstract
|
| 4 |
Debt Servicing Capacity and Revenue Buoyancy: A Risk Assessment of India’s Central Government Finances (2015-16 to 2024-25)
Abstract
The fiscal health of a nation depends on its ability to generate adequate revenue to meet expenditure obligations, particularly interest payments on public debt. This study examines the relationship between revenue receipts (tax and non-tax) and interest payment obligations of the Government of India, assessing the role of revenue buoyancy in sustaining debt stability over 2015-16 to 2024-25 - a decade encompassing pre-COVID consolidation, the pandemic shock, and post-COVID recovery. Using trend analysis, revenue buoyancy coefficients, and debt sustainability indicators (interest-to-revenue ratio, debt-GDP ratio) based on RBI and Union Budget data, the study finds that revenue buoyancy was moderate pre-COVID (1.12), negative during the shock (-0.89), and very high during recovery (1.31). The interest-to-revenue ratio spiked to 43.8% in 2020-21 and remained elevated at 37.4% in 2024-25. Fiscal risk episodes - where interest growth outpaced revenue growth - occurred in multiple years, most severely in 2020-21. Policy implications include strengthening tax administration, diversifying non-tax revenue, publishing fiscal risk statements, and adopting rule-based mechanisms for interest burden management.
|
| 5 |
Decoding Emotional Storytelling: The Role of Neuromarketing and Emotion AI in Shaping Brand Memory among Generation Z: A Case Study Approach
Abstract
In this contemporary digital era, neuromarketing and Emotion AI have reshaped how brands design and deliver stories, enabling emotional responsiveness at an unprecedented scale. While emotional engagement drives consumer behaviour, its specific role in shaping durable brand memory particularly among the digitalnative Generation Z cohort remains insufficiently theorized. This study develops an integrated perspective on emotionally intelligent branding by examining how neuromarketing insights and Emotion AI-enabled storytelling jointly influence brand memory formation.To achieve this, the research expands the traditional qualitative case study approach by integrating a bibliometric keyword co-occurrence analysis of 42 high-impact academic papers. Bibliometric mapping from 2018 to 2024 reveals a strong research density around “Generation Z,” “personalization,” and “marketing,” confirming a rapid shift toward individualized digital engagement. The qualitative phase examines Netflix, Spotify, and Coca-Cola global brands known for emotionally resonant narratives and data-driven personalization. Combined thematic and bibliometric analyses reveal that stories evoking genuine emotional salience match consumers’ internal identities, making them significantly easier to encode into long-term memory. Furthermore, findings suggest that perceived authenticity and emotional empathy strengthen the memorability of AI-mediated brand experiences, meaning Gen Z remembers brands better when algorithmic interactions feel human. By synthesizing insights from consumer neuroscience, AI, and brand storytelling, the study advances a holistic framework for modern brand memory. The paper contributes to marketing theory by shifting focus from emotional measurement to emotional meaning-making, offering strategic guidance for responsible, emotionally intelligent brand communication.
|
| 6 |
Green Marketing in India: Unveiling Contemporary Challenges within the Sustainability Paradigm
Abstract
Green marketing refers to the promotion and sale of products that are environmentally safe. Today, environment related problems such as pollution, climate change, global warming and waste are increasing rapidly. Because of these problems, companies are encouraged to produce those products which are eco-friendly and do not harm nature. Green marketing helps in reducing pollution, saving energy and using natural resources carefully. It also secures the environment for future generations. Multiple studies show that many consumers are now aware of environmental problems and they prefer eco-friendly products (Bhatia, 2013). Research also indicates that companies adopting green marketing practices can improve their brand image and gain the trust of customers (Chaudhary, 2018). Consumers feel that green products are better for health as well as the environment (Huang, 2018). Therefore, demand for green products is slowly increasing. As per Government environmental reports show that pollution, carbon emission and waste generation are increasing in India due to population growth and industrial development. India is using more renewable energy like solar and wind power now. This shows that India is moving towards sustainable growth, being responsible with how they produce and consume things. The study looks at how people feel about eco-friendly products, what makes them buy green and how green marketing contributes to sustainable growth in India. Green marketing is good for business and the planet as it saves the environment and boosts the economy.
|
| 7 |
Digital Financial Inclusion in Rural Assam: A Study of Kokrajhar District
Abstract
The advancement of technology is pushing towards the adoption of innovations across various sectors, including education, finance, healthcare, agriculture, etc., particularly in developing economies like India. In India, technological advancement has been growing rapidly in recent years. However, despite nationwide progress made in the field of finance, lower financial accessibility, usage, and adoption persist, particularly in rural areas. This study focuses on digital financial inclusion in rural Assam, with a specific focus on Kokrajhar district under the Bodoland Territorial Region (BTR). This research is the outcome of primary data collected from 100 respondents following a stratified sampling method. It investigates the key component of financial inclusion – access, usage, and quality. This study found that although awareness is gradually increasing in rural regions among youth, its functional application is not as expected. The research also identified factors that influence the adoption of modern financial technology in their daily activities, such as education qualification, generational dynamics, economic capacity, and gender. Challenges such as an infrastructural gap, limited financial literacy, and insufficient network connectivity hinder the adoption of digital financial services among the respondents. Furthermore, it also explores the rural-urban disparities alongside gender-based distinctions in financial inclusion. The chapter concludes with practical recommendations that are paramount to enhance and integrate the rural population into the modern formal financial system.
|
| 8 |
The Journey of a Women-Led Enterprise in Tripura: A Case Study
Abstract
Present case study examines the growth and challenges of “Swapna Dalmoot Factory”, a women-led enterprise operating under a SelfHelp Group (SHG) in Anandanagar, Agartala, Tripura. Established in 2018 with an initial investment of Rs. 50,000 along with 5 to 6 members, the enterprise has currently expanded to around 25 women and increased its production capacity from about 200kg per day to 1200 kg per day. The enterprise produces a variety of traditional snacks such as dalmoot, nimki, chire bhaja and chanachur using locally available raw materials. The study highlights the role of the SHG model in promoting financial inclusion, employment generation and women’s socioeconomic empowerment. Despite its success and recognition, the enterprise faces several challenges including limited market reach, weak branding, lack of technology and strong competition from established local brands. The case study emphasises on the need for improved marketing, better packaging, technological adoption and market expansion strategies to ensure sustainable growth and enhanced profitability for the enterprise.
|
| 9 |
Algorithmic Aesthetics: How AI is Scripting the Next Movement in Visual Culture
Abstract
The rapid growth of Artificial Intelligence (AI) is transforming visual culture and redefining artistic practice. This paper explores the concept of algorithmic aesthetics to examine how AI-driven systems influence image-making and creative processes. By generating complex visual outputs, AI challenges traditional ideas of authorship, originality, and artistic control. The role of the artist is shifting from sole creator to collaborator, working alongside computational systems. The study highlights both the aesthetic possibilities and ethical concerns of AI-generated art, including issues of authorship, data use, and authenticity. It argues that AI does not simply replace human creativity but reshapes it through a dynamic interaction between human intention and machine intelligence. In this context, algorithmic aesthetics emerges as a key framework for understanding how AI is shaping the next movement in contemporary visual culture.
|
| 10 |
Success and Failure Factors of Business Process Reengineering
Abstract
Business Process Reengineering (BPR) has come to represent an The important strategy to achieve dramatic improvements in excellence for any organization through a basic overhaul or redesign of its business processes. Yet, such efforts to improve overall performance have shown an alarmingly high failure rate within multiple sectors and global locations worldwide. This paper focuses specifically on understanding critical success or failure determinants for BPR implementation within an organization. Using various conceptual frameworks along with relevant instances from global and Indian firms, this paper highlights aspects such as leadership commitment, cross-functional teams, strategic alignment, successful change management, as well as IT enablement as critical determinants for BPR implementation within any firm. However, aspects such as unclear goals, bad communication skills, employee resistance to BPR implementations, a lack of training, insufficient information technology enablement, as well as integration have come to represent important determinants for BPR implementation failures. Furthermore, this paper has made use of a SWOT analysis to effectively elucidate critical determinants for BPR implementation within an organization.
|
| 11 |
Green Hotel Practices and Their Surprising Impact on Guests and Sustainability in Kerala
Abstract
Sustainability has become a strategic priority in the hospitality industry, with green hotel practices playing a crucial role in enhancing guest satisfaction and operational performance. This study investigates the impact of sustainable housekeeping practices on guest satisfaction, willingness to pay, and the effect of employee green training on hotel environmental performance in four- and five-star hotels in Kerala, India. Using a quantitative research design, data were collected from 330 hotel guests and housekeeping managers through structured questionnaires. Results reveal a strong positive relationship between green hotel practices and guest satisfaction (r = 0.977, R² = 0.955, p < 0.001), as well as a significant influence on guests’ willingness to pay (R² = 0.584, p < 0.001). Additionally, green training of employees significantly predicts hotel environmental performance (R² = 0.478, p < 0.001). The findings underscore the importance of integrating eco-friendly operations and employee training to enhance guest experiences, promote sustainable practices, and achieve operational excellence in the hospitality sector.
|
