2025

A PRISMA SYSTEMATIC REVIEW: APPLICABILITY OF THE 5-STAGE CONSUMER BUYING DECISION MODEL IN RURAL INDIA

This study conducts a PRISMA-based systematic review to evaluate the applicability of the five-stage consumer buying decision model comprising need recognition, information search, evaluatio...

REWRITING WOMANHOOD: FEMINIST NEGOTIATIONS OF FEMALE SUBJECTIVITY IN CONTEMPORARY HINDI WEB SERIES

The rapid expansion of over-the-top (OTT) streaming platforms has transformed India’s visual media landscape, reshaping storytelling prac tices, viewing habits, and modes of cultural participation....

TRANSFORMING INDIAN HIGHER EDUCATION FOR A GLOBAL KNOWLEDGE ECONOMY

India’s higher education system, despite its historical legacy of knowledge creation, faces structural rigidities that impede the development of a robust knowledge economy. These include inadequat...

GROWTH AND PERFORMANCE TRAJECTORY: A DESCRIPTIVE STUDY OF MSMES IN INDIA

Micro, Small and Medium Enterprises (MSMEs) represent a crucial component of India’s economic development strategy. They significantly contribute towards employment generation, national earnings, ...

PERFORMANCE VARIATION WITH AGE AND EDUCATION: PERCEPTION OF WOMEN ENTREPRENEURS IN PAPUMPARE DISTRICT, ARUNACHAL PRADESH, INDIA

Entrepreneurs are influential in initiating and sustaining socio economic development. Nonetheless, women entrepreneurs are actively contributing to economic growth, improving their socio economic...

LAUGHING AT THE MARGINS: HUMOUR AS SOCIAL MOVEMENT IN ITANAGAR 0KM

This article analyses the Arunachali film Itanagar 0KM as a case study of comedy as a social movement and a mechanism of cultural resistance. The film employs satire, irony, and humour to examine ...

PREMCHAND’S LIFE AND LITERARY WORKS: A REVIEW

Premchand is widely celebrated as a pioneer of realist thought in Indian literature. His entry into Hindi novel writing heralded a transformative phase, often referred to as the ‘Premchand Era’ or...