axis perfomance article ,and analysis and book NEW HORIZONS IN COMMERCE vol-7-converted-compressed.pdf amazon publishers hariharan23900

NEW HORIZONS
IN COMMERCE
&
MANAGEMENT
Volume -7
Dr. K. Kamalakkannan
Mr. K. Veerappan
All copyrights reserved @ high rise books

Edition 1
First Edition 2022
HIGH RISE BOOKS
Amazon Publishers
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New horizons in commerce and management
Volume -7
ISBN: 9798420011157
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book or its contents.

SNO Name of the chapter Author Pg.no
1 A study on axis bank analysis and
performance in India five years 2015 to
2020 annual report
N. Hariharan 4-14
2 An analysis on customers brand
preference on realme narzo smart phones
in current situation
N. Hariharan 15-22
3 A study on the impact of covid-19
situation of E-mail marketing in Tamil
Nadu
N. Hariharan 23-31
4
Government for Indian Businesses: From
Administrator to Facilitator
Harsh Gupta 32-42
5 Digital Marketing in the MSMEs Sector
of India - A Study
Dr. M. Mahalakshmi 43-52
6 Tata’s Binge Shopping Mudit Jain & Trish Gupta 53-72
7 Impact of Housing Loan Interest on Tax
Liability of the Person
Dr. Avinash Ramesh
Chintamani
73-81
8 A Study on 24 Carats of a Winning
Personality
Dr. Ruchi Srivastava 82-85
9 Concept of Educational Management and
Its Objectives, Types, Functions,
Importance, and Need
Dr. Abdus Salam 86-104
10 E- Governance In India Smt. Priyanka R Kamate 105-111

Chapter – 1
A study on axis bank analysis and performance in
India five years 2015 to 2020 annual report
By : N. Hariharan
DDTP., DOA, IBM , BCOM CS, final year, Parvathy’s arts and sciecne college, Wisdom
city, Dindigul- 624 002. Tamil nadu, India,
ABSTRACT
This investigation has been completed to evaluate the financial presentation of Axis bank. Axis
was amongst brief to get an 'on a basic level' endorsement from the
reserve financial institution of India (RBI) to installation a financial
institution inside the personal region. The financial institution at present
has an advantageous company of extra than 4,805 branches unfold over
city areas across India. All branches are linked on a web regular
premise. Customers in greater than 500 regions are moreover adjusting
through cellphone banking. The financial institution moreover has an s
enterprise of about more than 12,860 arranged ATMS 2,657 across city areas and cities. Axis
bank gives diverse gadgets and administrations inclusive of discount banking and retail
banking, depository, automobile advances, motorcycle advances, person advances, advances
towards assets, consumer strong advances, and way of lifestyles develop, charge cards and the
extraordinary computerized merchandise. The economic exhibition of previously mentioned
bank has been assessed for as a long way back as 5 years i.e.2015, 2017, 2018, 2019 and 2020.
The statistics examined by share examination like modern proportion, coins function
percentage, constant resources percentage, and obligation cost proportion and different share

and offer translation to every percentage. To finish up this article the economic adequacy of
the financial institution is appropriate at some stage in the research time body.
KEYWORDS: AXIS Bank, Ltd, Monetary, Ratio Analysis Execution Ratios.
INTRODUCTON
Economic execution is the manner closer to estimating how viably an enterprise uses its
resources from critical method of commercial enterprise to raise salaries it additionally gauges
associations entire financial well-being at some stage in a particular timeframe. Financial
execution of the affiliation manages the economic electricity and shortcomings of bank exactly
setting up a connection among the asset report and pay clarification. This cycle used to
manifestly comprehend the improvement of long time and present second of bank. There are a
few special ways to break down statistics the professional utilized proportion investigation on
this exploration. This exam likewise supportive comes to a decision the credit score value of
the financial institution to evaluate the market function the various contenders.
REVIEW LITERATURE
Nagalekshmi v s, vineetha s das (2018), tracked down that the superb impact of consolidation
kotakmahindra bank ltd with ing-vysya bank. It additionally tracked down that groundbreaking
augmentation in different budgetary like operating gain, internet benefit, profit in step with
proportion, premium acquired, return on assets, cost percentage capital, pay on undertaking
and so forth,
Muradmohammadgalif al-kaseasbah and abdelkarimsalimissaalbkour (2020) of their paper
entitled, monetary execution of Indian banking region: a case observe of sbi and icici bank. To
research the monetary presentation of sbiandicici financial institution. All through the
investigation, it changed into tracked down that the sbi recorded fluctuating pattern however
icici disregarded to cope with the increasing pattern.
Vinothkumar and bhawnamalhothra (2019), endeavored has been made investigate the
exhibition &economic adequacy of chose personal region banks in India for the period
20072017 camel approach has been utilized. This research reasoned that the axis financial
institution is placed first underneath the camel exam observed with the aid of icici financial
institution. Kotakmahindra financial institution concerned the third function. The fourth

position involved with the aid of Axis bank and the remaining function is worried with the aid
of induslndbank among every one of the chose banks.
Suruchisatsangiprem das Saini (2018) investigated monetary execution of kotakmahindra
financial institution consolidation with ing-vysya financial institution. The discoveries of the
examination confirmed the excessive improvement charge which is seen inside the financial
execution of the kotakmahindra financial institution after the consolidations and acquisitions.
Priyanka Jha (2016) broke down financial execution of public area banks (Punjab national
financial institution) and private quarter banks (icici) in India. The analyst finishes up her
exploration pub has lower operational skill ability almost than icici financial institution. If there
have to be an occurrence of income pay-out proportion, duty cost proportion and top rate used
to revenue procured, icici financial institution has carried out sounder as assessment with pub.
Jaywalk and Jain (2020) entitled a comparable research of financial execution sbi and icici
bank in India. This examination appears at the financial presentation of Indian banks with the
help of camel version. This exam examine the monetary exhibition of sbi and icici from 2010-
11 to 2014-15.
RESEARCH DESIGN
METHOLODOGY
This investigation is quantitative nature meaning it essentially manages budget summary of
AXIS Bank for as long as five years. This examination depends on optional information which
is taken from banks site and the yearly reports. The information is dissected by the proportion
investigation and the presentation of the bank is unmistakably clarified for the examination
time frame.
OBJECTIVES OF THE STUDY
✓ To assess the monetary presentation of AXIS Bank.
✓ To examine the liquidity and dissolvability position of the bank.
✓ To discover the progressions in the patterns of the bank utilizing pattern investigation.
LIMITATIONS OF THE STUDY
✓ The study is confined just the five monetary yearsi.e.2015, 2017, 2018, 2019 and 2020.
✓ The concentrate totally dependent on auxiliary information and the precision of the
investigation relies upon the information got.

✓ This study may not be sufficiently broad to cover every one of the proportions to be
considered in assessing the monetary adequacy of the bank precisely.
DATA ANALYSIS
A portion of the significant proportions have been assessed and deciphered to comprehend the
monetary exhibition of the bank.
SHORT-TERM SOLVENCY RATIOS
CURRENT RATIO
Current proportion builds up connection between current resources and current liabilities.
Current liabilities are those liabilities are settled or reimburse inside a year.
Current Ratio = Current Assets/Current Liabilities.
The standard or dependable guideline for current proportion is 2:1. It implies that let the
aggregate sum of current liabilities. At the point when a bank's present proportion is at least 2
it implies that its liquidity position is acceptable.
TABLE 1: CURRENT RATIO
Year 2019-2020 2018-2019 2017-2018 2016-2017 2015-2016
CR 6.74 7.97 4.64 5.52 6.24
Source: Annual Report.

Table 1 shows that the current proportion was 6.24 in the year 2015-16 it was expanded to 5.52
and 4.64 in the years 2016-17 and 2017-18. In the year 201819 the proportion was expanded
7.97 besides in the year 2019-20. It demonstrates that banks liquidity and its reimbursement of
obligations are sound during the time of study.
CASH POSITION RATIO
This is a variety of fast proportion. This proportion is determined when liquidity is profoundly
limited regarding money and money counterparts. This proportion estimates liquidity as far as
money and close to cash things and momentary current liabilities.
Money Position proportion = Cash and Bank Balances + Marketable Securities/Current
Liabilities an ideal money position proportion is 0.75: 1. This proportion is a more thorough
proportion of an organizations liquidity position.
TABLE 2: CASH POSITION RATIO
Year 2019-2020 2018-2019 2017-2018 2016-2017 2015-2016
CPR 1.47 2.68 0.86 1.05 1.11
6.74
7.97
4.64
5.52
6.24
0
1
2
3
4
5
6
7
8
9
2019-2020 2018-2019 2017-2018 2016-2017 2015-2016
Current ratio

Table 2 discloses capacity of bank to meet its monetary commitments it gives better situation
of the bank. Money Position Ratio in the year 2014-15 is 1.11 which had diminished by 1.05
and 0.86 in the year 2016-17 and 2017-18 separately. However, in the year 2018-19 it had
expanded to 2.68. In the year 201920 it had diminished 1.47. During the examination time
frame the bank liquidity position is acceptable.
LONG TERM SOLVENCY RATIOS
FIXED ASSETS RATIO
This proportion bargains the connection between fixed resources and long haul reserves. The
essential witticism of this proportion is to discover the extent of long haul subsidizes put
resources into fixed resources.
Fixed Assets Ratio = Fixed Assets/Long-Term Funds
An ideal fixed resources proportion is 0.67. The proportion should not be multiple, if the
proportion is under 1it demonstrates that a part of working capital had financed by long haul
reserves.
TABLE 3: FIXED ASSETS RATIO
Year 2019-2020 2018-2019 2017-2018 2016-2017 2015-2016
FAR 7.39 6.95 7.07 6.61 6.22
1.47
2.68
0.86
1.05 1.11
0
0.5
1
1.5
2
2.5
3
2019-2020 2018-2019 2017-2018 2016-2017 2015-2016
Cash position ratio

Table 3 uncovers that fixed resources and long haul assets of the bank. In the year 2014-15
fixed resources proportion is 6.22 which has expanded to 6.61 in the year 2015-16. During the
year 2016-17 the proportion was 7.07 and in the year 2017-18 it had diminished by 6.95. 2018-
19 the proportion was expanded to 7.39.These proportions are contrasted and standard of fixed
resources proportion, it is exceptionally high. Thus a bit of working capital had financed by
long haul assets during the investigation time frame.
DEBT-EQUITY RATIO
This proportion is generally called as "Outer Internal Equity Ratio". Chiefly it is determined to
survey the monetary sufficiency of long haul approaches and to decide the general portions of
outcasts and investors. It decides connection between the obligation and value.
Debt-Equity Ratio = Shareholders Funds / Total Long-Term Funds
A high obligation value proportion shows the most noteworthy cases of loan bosses over
resources of the firm than those of investors. A high proportion uncovers a horrible situation
of the organization. A low obligation value proportion demonstrates lesser case of leasers and
a higher edge is alright for them. The standard of this proportion 2:1 is agreeable.
TABLE 4: DEBT-EQUITY RATIO
Year 2019-2020 2018-2019 2017-2018 2016-2017 2015-2016
DER 1.27 0.86 1.20 1.37 1.37
7.39
6.95 7.07
6.61
6.22
5.5
6
6.5
7
7.5
2018-19 2017-18 2016-17 2015-16 2014-15
Fixed asset ratio

Table 4 clarifies obligation value relationship. In the year 2015-16 the proportion was 1.37 and
it was same in the year 2016-17 followed by this it was diminished by 1.20 during the year
2017-18. In 2018-19 it was diminished by 0.86 But it was expanded in the year 2019-20 was
1.27. These proportions are not exactly the standard of 2:1. Henceforth, the leasers are
protected during the investigation time frame.
PROPRIETARY RATIO
This proportion is called as proprietors store proportion or total assets proportion. This
proportion calls attention to connection between the partner's assets and all out substantial
resources.
Restrictive Ratio = Shareholders reserves/Total unmistakable resources
This proportion is extremely valuable to decide the drawn out dissolvability of the organization.
It is essential to the loan bosses who can determine the extent of investors' assets in the all-out
resources utilized in the organization. Standard of this proportion 0.5, beneath this standard the
lenders may need to misfortune intensely in case of ending up of the organization.
Table 5: Proprietary Ratio
Year 2019-2020 2018-2019 2017-2018 2016-2017 2015-2016
Proprietary ratio 2.80 2.62 1.95 1.75 2.79
1.27
0.86
1.2
1.37 1.37
0
0.5
1
1.5
2019-2020 2018-2019 2017-2018 2016-2017 2015-2016
Debt equity ratio

Table 5
obviously clarifies that drawn out dissolvability of the organization. In the year 2015-16 the
proportion was 2.79 which have diminished by 1.75 in the year 2016-17. Yet, it was expanded
to 1.95 during the year 2017-18. Followed by this in the year 2018-19 and 2019-20 it was
expanded to 2.62 and 2.80 separately. These proportions are more than the standard of 0.5. It
is obviously shows that the lenders are profoundly protected during the investigation time
frame.
FINDINGS
1. Current proportion demonstrates that banks liquidity and its reimbursement of
obligations are sound during the time of study.
2. Cash position proportion or Absolute Liquidity Ratio is shows during the investigation
time frame the bank liquidity position is acceptable.
3. Fixed resources proportion clarifies bit of working capital had financed by long haul
assets during the examination time frame.
4. Debt value proportion clarifies the loan bosses are protected during the examination
time frame.
5. Proprietary proportion uncovers that the bank long haul dissolvability position is
acceptable in the examination period.
CONCLUSION
The AXIS Bank is the biggest private area bank in India. The analyst track down the monetary
execution for as long as five monetary years from 2014-15 to 2018-19. The information
gathered from yearly reports of the bank and the site. The information broke down through
different proportions. This examination article at long last reasoned that the AXISbankfinancial
execution is strong during the investigation time frame.
2.8 2.62
1.95 1.75
2.79
0
1
2
3
2019-2020 2018-2019 2017-2018 2016-2017 2015-2016
Proprietary ratio

REFFRENCES
1. Nagalekshmi V S, Vineetha S Das (2018). Effect of Mergers in Banking Sector: A Case
Study. International Journal of Research and Scientific
Innovation (IJRSI),| Volume V, Issue VII, 100-102.
2. Vino Kumar and Bhawnamalhothra(2017).A camel model investigation of Private Banks in
India,EPRA International Journal of Economic and
Business Review, Volume - 5, Issue-7, 87
3. Jaywalk and Jain (2016) "A Comparative Study of Financial Performance of SBI and ICICI
Banks in India". Global Journal of Scientific Research in Computer Science and Engineering,
4(3), 1-6.
4. Gupta (2014) "An Empirical investigation of Financial Performance of ICICI Bank – A
Comparative Analysis.IITM Journal of Business Studies (JBS), (1) 1, 1-14.
5. Turkey and Salem (2013) "A Comparative Study of Financial Statement of ICICI and AXIS
Through Ratio Analysis". Global Journal of Accounting and Financial Management Research
(IJAFMR), 3(4), 89-96.
6. Dr. A.Murthy and Dr. S.GurusamyManagement Accounting Theory and Practice Vijay
Nicole Imprints Private Limited.Chennai.
7. www.Axis.com

Chapter – 2
An analysis on customers brand preference on realme
narzo smart phones in current situation
By : N. Hariharan
city, Dindigul- 624 002. Tamil nadu, India.
ABSTRACT
The Smart phone, being compact in size, delivers an all-in-one resolution for mobile calls,
internet access and E-mails. Just the Smartphone sales have
plunged for several brands at a reasonable price as Realme
Narzo, Realme, Redmi and Vivo. India stands set to become the
3rd Market for smart phones in 4 years, according to researcher International figures
Corporation, through smart phone manufacturers launching more reasonable 4G handsets and
looking to tap buyers in small cities and towns. This research is designed to provide
information about customer perception and factors affecting their buying behavior with respect
to Realme Narzo smart phones. The research design used is investigative in nature which
motivation provide an importance on numerical data. The data for analysis stayed collected by
using survey method; with the sample for the typical customer through simple casual sample
approach. There are several explanations that every Smartphone has their own benefit and
luxury offered through the companies. The invention characteristics offered by Realme Narzo
are not as good-looking as its competitors (such as Samsung) according to customer perception.
The company wants toward improve both of their goods in order to improvement customer
expectations. It remains suggested that the company should launch more smart phone with
standard quality for lower classes as this will help them to influence more consumer as lower
classes populace in country are high.
Key Words: Realme Narzo, Brand, Smartphone, Realme, Customers, Market, and Product.

INTRODUCTION
About the Smart phones
The term phone, refers to a multimedia smartphone handset, that's a multifunctional digital
device that has features starting from digital, audio-video playback, net browsing to a high-
density screen show together with numerous other multimedia options. Cellphone presents a
one forestall solution for cell calls, email sending, and net get right of entry to. Clever phones
are based totally on an working machine, basically owning all the essential capabilities like
that of a laptop, inclusive of web surfing, emailing, video and voice chatting, audio-video
playback, and others. Till a few years ago, a cellphone became a personal virtual assistant
having the calling capabilities like a cellular smartphone, but these days cellular telephones
own the functionality of brought media players, compact virtual digital camera, GPS
Nowadays much less highly-priced superior cell telephones are additionally available inside
the business quarter. But, why people purchase extravagant smart phones? Price, excellent,
logo, country of source, advertising and marketing, deals, verbal and so forth will be a few
variables that a shopper may think earlier than purchasing a smartphone. What quantity of does
a brand of cell telephone have an effect on the purchasing preference of a consumer? As there
are distinct varieties of clever phones reachable in business region with fluctuating cost; what's
the evaluation among them? What is greater, how they have an effect on the consumer shopping
desire?
HISTOTY OF REALME NARZO MOBILE PHONES
The brand call "Realme Narzo” become registered in china in 2001 and released in
2004.considering then, they have got expanded to greater than forty countries. In June 2016,
Realme Narzo became the most important smartphone producer in china, selling its phones at
more than 200,000 retail outlets. Realme Narzo turned into the pinnacle cellphone emblem in
china in 2019 and become ranked no. 5, in marketplace proportion, international.

BRANDING OF REALME NARZO MOBILES
The South Korean boy band 2pm prepared a
music known as "follow your soul" in a
promotional cope with Realme Narzo for
launching its logo in Thailand in 2010. In
June 2015, the enterprise signed a settlement
with fc Barcelona to come to be a sponsor of
the Spanish football club. In 2016, the
Philippine basketball association tied up with
this agency as its official cellphone associate, beginning with the 2016 pea commissio ner's
cup which commenced on 10 February. [Citation needed
Realme Narzo hires movie star endorsers in Vietnam. Sơn tùng m-tp advocated three phone
devices: neo five, neo 7, and f1s. Realme Narzo made a sponsorship to certainly one of
Vietnam’s top-rated fact suggests, the face Vietnam. [Citation needed] in 2017, Realme Narzo
won the bid to sponsor the India national cricket crew, which allows their brand for use at the
team's kits from 2017 to 2019. In 2019, Realme Narzo became a sponsoring accomplice of the
French open tennis event held in roland-garros, Paris. The equal yr., they also became a
sponsoring partner of Wimbledon for five years as the first legit phone partner. Beginning with
the 2019 global championship, Realme Narzo is the distinctive worldwide telephone
companion for league of legends sports through 2024, Realme Narzo can have year-spherical

activations centered round the sport's three annual global tournaments: the mid-season
invitational, the all-big name occasion, and the arena championship.
REVIEW LITERATURE
1) Sarkar and soomro (2013) said the high-quality impact of smartphones in schooling context,
it enables society to get admission to various gaining knowledge of assets and offer
possibilities for individuals to hold their education by using distance mastering. But,
utilizing the smartphone for a long period or continuously may affect someone fitness; the
individual would possibly revel in headache and frequent messages and calls result in
interruption on students concentration and consciousness on finishing their coursework for you
to impact negatively on their instructional (abu-shanab, 2015).
2) Observe through kabana and mgaya (2016) indicates that most of the scholars utilize
telephone for social sports (65%) compared to education sports (20%). Furthermore, 65
percentage of the students agreed that they utilize cellphone to surf social networking websites
(twitter, whatsapp, Instagram, Facebook) even as doing their instructional assignment. 48
percent of them spent around 5 to 7 hours according to day on cellphone.
3) Berger (2017) have a look at shows that students who make use of cellular cellphone extra
have a tendency to acquire lower grades and feature higher anxiety and felt. Observe by smith
(2013) had additionally proven that students tend to have excessive anxiety and their GPA
turned into low when they generally tend to use their phone extra. The scholars mention that
they'd anxiety when they needed to be far from their phone for positive amount of time as they
are depending on their telephone.
4) The increasing frequency and time spend (lee et al., 2017) beside of dependency on phone
amongst kids may be visible as a hallmark of development of cellphone use from a dependency
to an addiction (Roberts et al., 2014). 2.3 impact of telephone on social interplay communique
play a crucial part of human life. This indicates technology changing hastily to fit human
necessities. Inside the current society, conversation becomes less complicated with the
development of technology and it influences the style of communique among people.
5) The specific and a couple of utility functions of smartphones make it distinct from other
telephones. However, social engagement among individuals is jeopardized with its particular
software through restricting their face to face interplay and increase greater chat rooms
communique. It may purpose lack of actual lifestyles social interplay that make
contributions to dating problems to arise, and interference in students’ instructional paintings
(kuss & Griffiths, 2018).

OBJECTIVES OF THE STUDY
✓ To understand the profile of smart phone company Realme Narzo
✓ To measure the consumers’ perception to Realme Narzo smart phone
✓ To analyse the factors influencing the customers to choose Realme Narzo
✓ The studies at the idea of customers brand preference in Realme Narzo
✓ Covid-19 to analyze the destiny role of sale Realme Narzo mobiles.
✓ The research assessment of customer’s satisfaction on Realme Narzo mobiles.
HYPOTHESES OF THE STUDY
1. Hypotheses method used in the research have been summarized and agreed below.
2. Ho1: The best branded mobile phone Realme Narzo sites awareness on Facebook,
Whatsapp, Twitter, Instagram, and linked in, Youtube has not been influenced by the Gender
of the respondents, Age, and Educational qualification.
3. Ho2: Consumer motivational factors in quality Realme Narzo mobile on Product Price,
New fashion, Public image, secured delivery, Color, Premium quality, designs and quantity,
Advanced technology, Easy availability has not similar with the Educational qualification and
gender of educational qualification.
RESEARCH METHODOLOGY
Research Design: Exploratory Data
Primary Data has been collected by “Questionnaire method” aimed at a particular investigation.
He is guileless for a moiled set of problems offered to defendants for their answers. Unpaid to
this flexibility, it is maximum common instrument used to collect the primary data.
Sampling Area: The survey was conducted in Madurai.
Sample size:- For the purpose of proper survey, around is need of faultless research instruments
to treasure out taster size for added correct result about procurement behavior of shopper
products. The sample size is 209 respondents: Sampling Technique Random sampling.
RESEARCH METHOLODOGY
The research methodology directs the general pattern of forming procedure for gathering valid
and reliable data in investigation. The research methodology is includes the description of
sample size, research design, development, sampling techniques and description of the tools.

The data collection of Primary and secondary data for analyzing customers branded Realme
Narzo mobile phones.
RESEARCH DESIGN
This research title is “A research on Realme Narzo Smartphones Consumer Brand Preference
in India Current Scenario” and the methodology discussed the data collection, reliability
analysis, sampling design, period of the study pilot study and statistical tools and techniques in
customers brand preference Realme Narzo branded mobile phones. In the current study and
general analysis of Primary survey data and Secondary data were used systematically.
SOURCES OF THE DATA
Primary Data
This research is primary source of data is attained by interview schedule to various respondents
in Madurai district.
Secondary Data
Secondary sources are the details are presented already. In this research the secondary data
were collected from the published articles, Newspapers, submitted thesis, previous records and
internet etc.
PRESENTAGE ANALYSIS
Table – 1 Gender
The 1 table is called the respondents in gender wise classification of male, female and other
gender selected for the Percentage analysis.
Source- Primary data
SI.NO Particulars Respondents Percentage
1 Male 106 50.72%
2 Female 96 45.93%
3 Other 7 3.35%
4 Total 209 100%

The table-1 explain that out of 209 respondents male is (50.72%) and female is (45.93%) Then
respondents other generations (3.35%). It data calculated used to percentage analysis in 100
that the majority (50.72%) of the respondents selected for the branded Realme Narzo mobile
phones.
2. Age (15-59)
SI. No Age Respondents Percentage
1 Less Than 15 11 5%
2 16 to 25 Years 82 39%
3 26 to 36 Years 55 26%
4 37 to 47 Years 33 16%
5 48 to 58 Years 19 9%
6 Above 59 Years 9 4%
7 Total 209 100%
50.72% 45.93%
3.35%
Male Female Other
0.00%
20.00%
40.00%
60.00%
1. Gender
5%
39%
26%
16%
9%
4%
0%
10%
20%
30%
40%
50%
Less Than
15
16 to 25
Years
26 to 36
Years
37 to 47
Years
48 to 58
Years
Above 59
Years
2. Age

The table -2 out of 209 respondents in different age groups less than 15 to above 59 it is 16-25
age group highest level of (39%) this youth age respondents liked Realme Narzo mobiles
very low level is above 59 years (4%) and medium level is 26 to 36 it is (26%) of age
respondents. Then majority of 16 to 25 age respondents.
3. Educational qualification
SI.NO Qualification Respondents Percentage
1 High school 33 16%
2 Higher secondary 28 13%
3 Graduate 87 42%
4 Post-graduate 43 21%
5 Others 18 9%
6 Total 209 100%
The table -3 is educational qualification more than graduate persons high percentage of (42 %)
then very lower level percentage of other (9%) total respondents 209 used percentage method
in 100. And the majority of graduate and post graduate students. It is useful for customers brand
preference Realme Narzo branded smart phones.
Table 4 Occupation
16% 13%
42%
21%
9%
0%
10%
20%
30%
40%
50%
High school Higher
secondary
Graduate Post-graduate Others
3. Qualifications

SI NO Occupation Respondents Percentage
1 Govt. employee 55 26%
2 Private Employee 71 34%
3 Self-Employee 41 20%
4 Business Man 24 11%
5 Agriculture 18 9%
6 Total 209 100%
Then table 4 is occupation in Govt employee 26%, private employee 34%, business persons
and agriculture responses total in 209, very low level is business man and agriculture. Finally
the brand of Realme Narzo smartphone used private and government employees.
Table 5 Marital status Respondents
SI NO Marital status Respondents Percentage
1 Married 114 55%
2 Single 95 45%
3 Total 209 100%
26%
34%
20%
11%
9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Govt. employee Private
Employee
Self-Employee Business Man Agriculture
4. Occupation

Then table 5 is marital status total 209 respondents single 45% is decreased and married
respondents is 55% it is highly useful to development of mobile brands.
DATA ANALYSIS AND FINDINGS QUESTIONARY
Q. No: 1 - Are you using any Smart phone?
SI. NO Particulars Respondents Percentage
1 Yes 200 96%
2 No 9 4%
3 Total 209 100%
The question is using smart phones yes is 96% not use smartphone 4% peoples in the 100
percentage data calculation analysis. Smartphone users increase useful to technological
development.
Q. No. 2 Which Mobile phone are you using currently?
SI. No Brands Respondents Percentage
55%
45%
Married
Single
40% 42% 44% 46% 48% 50% 52% 54% 56%
5. Maritial status
96%
4%
Yes No
0%
50%
100%
150%
1 . Smart phone users

1 Realme Narzo 39 19%
2 One plus 44 21%
3 Realme 31 15%
4 Samsung 33 16%
5 Motorola 19 9%
6 Redmi 30 14%
7 Apple 13 6%
8 Total 209 100%
Question 2 is using mobile phone currently peoples liked and satisfied Realme Narzo branded
mobile phone. Realme Narzo is 21%, Realme Narzo is 19%, Realme 15%, and Samsung 16%,
Apple phone is 6% total respondent is 209.
Q. No.3. What do you look for in a Smartphone?
SI.
NO
Attributes Most
Important
Somewhat
Important
Least
Important
Total
1 Price 105 40 64 209
2 Features 47 80 82 209
3 Looks 146 33 30 209
4 Brand Name 79 74 56 209
19%
21%
15%
16%
9%
14%
6%
0% 5% 10% 15% 20% 25%
Oppo
One plus
Realme
Samsung
Motorola
Redmi
Apple
2. Current smart phone

5 OS (Android, and
Others)
91 69 49 209
The respondents highly liked mobile phone design, Features, Performance, Price, Brand, it’s
all noted in customers and its main thing of customer’s satisfaction of branded Realme Narzo
mobile phones.
Q.No.4 Price range to purchase a Realme Narzo Realme Smartphone?
SI. No Price Range Respondents Percentage
1 8000-12000 70 33%
2 13000-17000 65 31%
3 18000- 22000 39 19%
4 23000-27000 21 10%
5 Above 30000 14 7%
6 Total 209 100%
105
47
146
79
91
40
80
33
74 69
64
82
30
56
49
0
20
40
60
80
100
120
140
160
Price Features Looks Brand Name OS (Android, and
Others)
3. Attributes

The price range of mobile phones more than customers like price range Rs 8000-12000, its
common price of smart phone for all brand. This price range all brands available one smart
phones, then Realme Narzo is most popular brand list of one. Liked customers in this brand.
Q. No. 5 Source of purchase Realme Phone
SI.NO Source Respondents Percentage
1 Newspaper 51 24%
2 Television 37 18%
3 Family and Friends 70 33%
4 Dealers 33 16%
5 Others 18 9%
6 Total 209 100%
33%
31%
19%
10%
7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
8000-12000 13000-17000 18000- 22000 23000-27000 Above 30000
4. Price Range
24
18
33
16
9
0
5
10
15
20
25
30
35
Newspaper Television Family and
Friends
Dealers Others
5. Source

Most of the customer’s mobile phone purchase source of family and friends it’s one of the
effective way of purchasing beaded smart phones. Another sources newspaper, television, and
dealers. The best source of 33% family and friends.
Q.NO. 6. You’re Preference for Branded Realme Narzo smart phones?
SI.NO Awareness Level Respondents Percentage
1 Fully Aware 40 19%
2 Sufficiently aware 92 44%
3 Slightly aware 77 37%
4 Total 209 100%
The awareness level of Realme Narzo smartphones fully aware is 19%, sufficiently aware 44%
and slightly aware.
SUGGESTIONS
➢ This observe advised approximately the client’s satisfaction level of Realme Narzo Mobile
phones.
➢ Most of the respondents got here to recognize about the Realme Narzo Mobile Phones via
Friends, So the Advertising Can Be Progressed.
➢ The have a look at advised that the Realme Narzo mobile phones may be offered In Retail
Shops.
➢ Handiest rich people can have the funds for Realme Narzo, if the charge reduces, the sales of
the Realme Narzo cell can be accelerated.
➢ The take a look at recommended that the models of the mobile phone may be similarly stepped
forward.
19%
44%
37%
Fully Aware Sufficiently aware Slightly aware
0%
10%
20%
30%
40%
50%
6. Awareness level

CONCLUSIONS
The take a look at concluded that in this contemporary business economic system. It's far very
vital in analyse approximately the Realme Narzo mobiles. The observe end result about most
people of the customers are happy with the Realme Narzo cellular but additionally there may
be a disadvantage which includes hike in fee and other factor like models of the product. Vital
steps should be taken to resolve issues of retaining customers of Realme Narzo mobiles can be
high, if the agency can understand the desire and normal p
Reception of the patron. Therefore it will develop the advertising strategy and market
proportion of cell smartphone agency.
Brand attention plays a chief role in supporting the audiences understand, take into account,
and come to be secure with branding and products. Branding strategies will help the brand to
become pinnacle of thoughts whilst customers are equipped to investigate and make a buy. The
attention helps the clients in collecting the records and making purchasing picks. An excellent
marketing approach will simply attract a more number of clients in buying of the product. The
majority of the customers are thoroughly aware about the logo but nonetheless the sale of the
product is decrease, the corporation can similarly boom the sale by means of making
availability of the product within the shops convenient to customers, show rooms, and provider
centers for after sale service.

REFFRENCES
1) C.R. Kothari (2002), “study’s methodology”, sultan Chand guide, New Delhi.
2) Cooper, d. And schindler, p. (2013) commercial enterprise studies methods. New Delhi: Tata
McGraw. Cox, t. & phone-in, ok. (2006) the agile deliver chain; competing in unstable
markets”, journal of educational industrial marketing control, 29(1) 37-38.
3) Brown, w.f.,”the determination of things influencing logo choice‖, journal of advertising and
marketing”, vol. 14, April 1950, pp. Forty two-forty four.
4) Hoyer, wed. And brown, S.p., “results of logo focus on choice for a not unusual, repeat purchase
product”, magazine of purchaser studies, vol. 17, Sept. 1990, pp. 141- 148.
5) Jacobi, j. Olson, jack And haddock, r.a.,”fee, brand name and product competition
6) Characteristic as determinants of perceived first-class”, journal of implemented psychology,
vol. 55, March 1971, pp. 570-580.
7) Jpg sjamsoedin. D.p.e. searing. reading purchaser notion on product attributes of smartphone
(Realme Narzo , xiaomi, zenfone) in Manado, journal ember vol.2 no.four December 2014,
8) Hall. 798-799, to be had from: url:
https://ejournal.usa.ac.identity/index.php/emba/article/viewfile/6470/5997
9) Schiff man, l., &kanuk. L. purchaser behavior. Eighth version. Top Saddle River. Pearson.
Prentice corridor. New Jersey, 2007.
10) Gain, carol, f., &gain, c, r. the product attributes version: a device for comparing logo
positioning. Journal of advertising. 2003 (stated 2018 April 20) to be had from: url::
http://www.bryongaskin.internet/training/mba%20track/cuttingedge/mba671/termpercent20
paper[H2] /til-6-1-04/productpercent20attributes logo%20positioning%205-28-04.pdf

Chapter – 3
A study on the impact of covid-19 situation of E-mail
marketing in Tamil Nadu
By : N. Hariharan
city, Dindigul- 624 002. Tamil nadu, India.
ABSTRACT
The worldwide pandemic of Coronavirus even as affecting various areas, sizedly affected
advanced promoting a lot and publicizing and showcasing
also, in worldwide, close by, and network recognition. Be that
as it may, this effect for the g reatest component has end up a
sublime one, in area of what has wind up being seen in severa
different fields which incorporates a monetary framework,
human valuable helpful asset, and a lot of others., while the
infection made a lot of vulnerabilities among clients and
advertisers the same, with perceive to wellness, social
presence, financial equilibrium, work, and masses of others., the indistinguishable in addition
added about conduct moves along with by walking distantly, investing a determination of
energy inside, taking on to home-preparing, becoming more acquainted with new plans from
the web, increased consideration on wellbeing and cleanliness, averting swarmed areas,
duplicated web-based media commitment, the change inside the course of on line content
material, etc., and those enormously affected publicizing a lot and promoting and showcasing
endeavors. Then, at that point 206 respondents assessment are collected to get the spotless
picture around the current examinations.

INTRODUCTION
E mail marketing is regularly known as 'online marketing and marketing and marketing',
'internet marketing 'or' net marketing '. The time period Email marketing has grown in
popularity over the years, especially in positive nations. In the USA. Online marketing is still
popular, in Italy is referred as internet marketing but inside the United Kingdom United
Kingdom and international, E mail advertising and marketing has turn out to be the most not
unusual time period, especially after the year 2013.
E mail advertising is an umbrella term for the advertising and marketing of products or services
the usage of E mail generation, especially at the net, but also along with cellular phones, display
advertising and marketing, and some other virtual medium. The way wherein E mail
advertising has advanced due to the fact the 1990 and 2000s has changed the manner
manufacturers and organizations utilize era and virtual advertising and marketing for his or her
advertising and advertising. Virtual advertising campaigns have become greater commonplace
in addition to inexperienced, as E mail systems are an increasing number of included into
advertising plans and everyday life, and as people use virtual gadgets in choice to going to
bodily stores.
LITERATURE REVIEW
Assessment of literature is a written assessment of fundamental writings and extraordinary
assets on a particular concern rely upon. This affords a crucial evaluation of miscellaneous
research, researches, books, scholarly articles, blogs, and all other property associated with
social media advertising techniques.
1. Laato et al. (2020) supplied a précis of the literature on the effect of pandemics on human
conduct and discovered that researchers have given little hobby to an endemic's impact on
customer behavior. Instead, research has typically centered on pandemic impacts on behavior
for preventive health. The covid-19 pandemic permits benefiting treasured patron conduct
insights inside the path of a situation of patron uncertainty approximately the manner to react.
Because of this, modern-day-day have a take a look at sheds mild on how consumers' social
media behaviors have shifted because the pandemic emerged.

2. Brendan James Kegan and Jennifer Rowley (2017) make a contribution to knowledge
concerning social media advertising and advertising method thru growing a level version of
sum assessment and uncovering the traumatic situations on this system. The studies paper has
developed a social media advertising and advertising evaluation framework. This framework
has the following six ranges: putting assessment objectives, identifying key universal
performance symptoms figuring out metrics, facts collection and assessment, record
technology, and manipulate choice making.
3. Priyanka p.v and Padma Srinivasan (2015) in her studies have a look at recognized various
factors that determine the purchase of a product the usage of social media from a consumer's
point of view. A model from the store's attitude has been superior that explains how social
media may be used for growing purchaser loyalty. The observation concludes that non-prevent
customer service services will result in improvement of patron retention. New packages and
social structures will flourish and permit even extra personalization and actual-time, place-
primarily based engagements in media.
4. Ates bayazit hasta (2013) in their research paper "a study on the of outcomes of social media
on more youthful clients' shopping for behaviors" determines the outcomes of social media
networks on purchasing behaviors of young customers. The determined effects suggest that
social media gadget right away results in the shopping for behaviors of the customer, depending
upon their age group and educational fame.
STATEMENT OF THE PROBLEM
These days the internet for all in the E mail international is important for growing utilization
internet presents the development of social media for all people within the world. The
technological improvement of converting the manner customers marketing for goods and
offerings quickly in day to day in present-day technological development within the
international. It's far beneficial for time financial savings, smooth accessibility, convenience,
extraordinary price variety, availability of merchandise. At the same time of clients easily pay
to product amount uncomfortable to present the financial institution account quantity, private
information, credit score card numbers, and delay on delivery, transits protection issues, lack
of interactivity, loss of substantial discount in social media advertising. And another important
point of all applications run in only online. Some customers like offline applications it is main
reason network issues.

OBJECTIVES
➢ This paper is to identify the value of E mail marketing.
➢ Towards analyze the management of covid -19 situation on Email marketing and
impacts.
➢ The Covid-19 to analyze the destiny role of Email marketing post in covid -19.
➢ The research assessment of E mail marketing.
RESEARCH METHODOLOGY
The research technique directs the general pattern of forming method for accumulating
legitimate and reliable facts in investigation. The study technique includes the outline of pattern
length, study design, development, sampling techniques, and outline of the equipment. The
facts series of number one and secondary information for reading E mail marketing.
METHODOLOGY
Primary Data
The research is through opinion is complete questionnaires in google forms.
Secondary Data
Secondary resources are the info are presented already. In this study, secondary information
was collected from the posted articles, previous facts, submitted thesis, magazines, and
internet, and so forth.
Sample Size
The sample size is 206 defendant’s estimation from the customers who currently purchasing
products in E mail marketing.
1. Profile of the Online Buyers

SI.NO Gender Respondents Percentage
1 Male 133 65%
2 Female 68 33%
3 Others 5 2%
4 Total 206 100%
Table – 2 Age
SI.NO Age Respondents Percentage
1 Below 18 29 14%
2 19 to 30 years 48 23%
3 31to 45 years 67 33%
4 46 to 55 years 44 21%
5 Above 56 18 9%
6 Total 206 100%
Table- 3 Profession
SI.NO Profession Respondents Percentage
1 House wife 22 11%
2 Employee 92 45%
65%
33%
2%
0%
20%
40%
60%
80%
Male Female Others
1. Gender
14%
23%
33%
21%
9%
0%
5%
10%
15%
20%
25%
30%
35%
Below 18 19 to 30 years 31to 45 years 46 to 55 years Above 56
2. Age

3 Business 57 28%
4 Students 18 9%
5 Any other 17 8%
6 Total 206 100%
Table – 4 Monthly Income
SI.NO Income Respondents Percentage
1 Below 10000 45 22%
2 10001-20000 99 48%
3 20001-40000 50 24%
4 Above 40000 12 6%
5 Total 206 100%
2. Awareness of online shoppers
1 Having on knowledge about online shopping 191 97%
2 Not having on knowledge about online shopping 15 3%
3 Total 206 100%
11%
45%
28%
9% 8%
0%
10%
20%
30%
40%
50%
3. Profession
22%
48%
24%
6%
0%
10%
20%
30%
40%
50%
60%
Below 10000 10001-20000 20001-40000 Above 40000
4. Monthly Income

3. Availability of Online Information about Product
1 Excellent 107 52%
2 Good 59 29%
3 Average 38 18%
4 Poor 2 1%
5 Total 206 100%
4. Reasons for Choosing Online Shopping
1 Wide variety of products 55 27%
2 Easy buying procedures 77 37%
3 Lower prices 44 21%
4 Various modes of payments 29 14%
5 Others 1 0%
6 Total 206 100%
97%
3%
2.Awareness
Having on knowledge
about online shopping
Not having on
knowledge about
online shopping
52%
29%
18%
1%
0%
10%
20%
30%
40%
50%
60%
Excellent Good Average Poor
3.About the product

5. Frequency of Online Purchasing
SI. NO Particulars Respondents Percentage
1 Purchase once annually 24 12%
2 2 - 5 purchases annually 88 43%
3 6-10 purchases annually 58 28%
4 11 purchases and above annually 36 17%
5 Total 206 100%
6. Offline mode of online shopping applications
SI. NO Offline app Respondents Percentage
1 yes 121 59%
2 No 77 37%
3 No commends 8 4%
4 Total 206 100
27%
37%
21%
14%
0%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Wide variety of products
Easy buying procedures
Lower prices
Various modes of payments
Others
4. Reason for choosing
12%
43%
28%
17%
0% 10% 20% 30% 40% 50%
Purchase once annually
2 - 5 purchases annually
6-10 purchases annually
11 purchases and above annually
5. Frequency purchasing

FINDINGS
Email marketing have a grander upcoming in the current market. Consumers are fulfilled
concluded buying E mail marketing.
✓ People discovery it safe type of online purchase. Ratio of male customers is very high
in online shopping that is 65% in E mail marketing.
✓ Awareness around online shopping is 206 between the respondents used percentage
analysis.
✓ Income of respondents mainly falls in the range of Rs. 10,001 to Rs. 20,000 that is 48%.
✓ Employees of different companies are purchasing more than others through online
shopping that is 45% in the E mail marketing.
✓ Best numbers of respondents that is 38% feels that online shopping have simple buying
procedures; others feel that they can have a broad variety of products, products with
lower price, a variety mode of payments etc.
✓ Online information about Product & Services is outstanding 54% of respondents feel
that availability in the E mail markeing .
✓ Then 43% of the respondents purchase the products 2 to 5 times annually it is very
important for E mail marketing.
✓ Most of the customers liked offline mode of applications the highest response is yes
57%.
59
37
4
yes
No
No commends
0 10 20 30 40 50 60 70
6. Offline apps
Series1

SUGGESTIONS
➢ Provide a straightforward and great office to the buyer prior and later buy.
➢ Producing mindfulness among individuals around computerized showcasing.
➢ Collect then, at that point execute the criticism gave through the shopper in the
correct manner.
➢ Develop specialized progression in overhaul of computerized advertising.
➢ Complete report need to convey around the item to the online customers
➢ Most of the online shopping applications customers liked offline mode shopping.
CONCLUSION
Virtual advertising has shot out to be significant a part of technique of many companies. On
the present day time, nonetheless for tiny business administrator to hand have an especially
inexpensive and in a position method by using E mail advertising to marketplace their products
or services inside the society. It has no restrictions. Enterprise can make use of any techniques
including tablets, smart telephones, TV, laptops, media, social media, email and lot other to
guide enterprise and its services and products. Virtual advertising may also whole something
greater if it research purchaser requests as a peak priority.
Inside the current situation, virtual is in the coronary heart of all businesses, and E mail
advertising inside the palms of brands and marketers to put in force advertising strategies in an
infectious period. No matter the fantastic impact of the advertising enterprise, the virtual
advertising branch noticed the most important incentive. Has covid-19 virtual marketing rapid
tune and has brought about further enhancing virtual advertising and marketing measures.

REFERENCES
1) Chaffey d, e-business & e-commerce management- strategy, implementation and
practice Pearson education, Paris, 2011, 72-79
2) Chaffey d & smith p, e-marketing excellence: planning and optimizing your E mail
marketing, rout ledge. Fourth edition, 2008, 580-593
3) Wag mare GST, e-commerce, a business review and future prospects in Indian
business. Internet, marketing in India. Indian streams research journal, 2(5), 2012, 14.
4) Gangeshwer do, e-commerce or internet marketing: a business review from Indian
context”, international journal of - and e- service, science and technology, 6(6), 2013,
187-192.
5) Vishal mishap, article- impact of consumer empowerment on online trust: an
examination across genders, Elsevier international journal, 12(3), 2012, 198-205.
6) 2) April Hanlon, "E mail marketing: strategic planning and integration", sage launch,
(2019).
7) Three) Dave said, br. Smith, "E mail advertising and marketing top-notch: online
advertising making plans, improvement, and coordination", Rutledge, fifth edition
(2017).
8) diginomic.Com/what-futureE mail markeing -advertising and marketing-and-impact-
covid-19discover-martech-E mail markeing -occasion-overview
9) https://advertising.Toolbox.Com/artics virtual-advertising-definition-type-strategies-
examples
10) https://www.Marketingprofs.Com/chirp/20 20/43008 / covid-19- impact on business
and virtual-advertising and marketing-initiatives
11) https://blogs.Perficient.Com/2020/04/08/th e-effect-E mail markeing -advertising and
marketing in the course of covid-19 /

Chapter 4
Government for Indian Businesses: From
Administrator to Facilitator
By : Harsh Gupta
B. Com (Honours)
Abstract
The government seeks to fulfil its mission by formulating policies, designing and implementing
support measures in the field of credit, technological upgradation, marketing, entrepreneurship
development, etc.
It's high time for government to take necessary corrective measures and create vital
infrastructural resources, add adequate skilled manpower, hasten up key regulatory reforms,
ensure access to credit and technology and bring in labour reforms, else this crucial micro
production unit will take the path opposite to growth in these testing times.
Augmenting the competitiveness of MSMEs include technology, procurement, skills
development and finance, and the Indian Government has been playing its part thoroughly and
providing all the support needed to the businesses to scale-up and reach or expand to new
heights of growth and success.
Possible hindrances being faced by MSMEs are growing incidence of sickness of the sector
apart from non-availability of authentic financial data, vulnerability on account of delayed
payments by buyers, technological challenges due to low awareness, absence of single MSME
data repository, low awareness about various government initiatives and lack of compliance to
statutory, legal, environmental norms.

The business ventures which can teach the world “How to live in the new normal?” and not
just survive but flourish, too can get into the upscaling process in real terms with the help of
various government schemes and incentive policies acting like a ‘helping hand’ and being with
them when they are walking up the success ladder.
Introduction
India is at the forefront of a start-up boom and this has picked up a relentless pace since mid-
2018. In the past few years, the government of India has initiated several schemes and
programs, with an objective to help start-ups and give a gentle push to the ‘culture’ of
entrepreneurship among Indians.
Upscaling a venture or taking the venture to the next big level for improved growth, success
and productivity has always been an aim for the businesses irrespective of the location they
operate in. The Micro, Small and Medium Enterprises fragment is relied upon to assume a
huge job in the rise of the Indian economy. Further, it can sustain and bolster advancement of
new age business people who can possibly make all- inclusive serious organizations from
India.
The Indian government realises the role played by MSMEs in the economic and social
development of the country because employment potential and the overall growth in the
MSME sector is much higher than in the large industries. The government seeks to fulfil its
mission by formulating policies, designing and implementing support measures in the field of
credit, technological upgradation, marketing, entrepreneurship development, etc. The thrust
areas for increasing the competitiveness of MSMEs include technology (including quality),
procurement, skills development and finance.
Financial institutions, such as SIDBI, IDBI, ICICI and IFCI are providing financial assistance
for supporting innovation and commercialization of indigenously developed technologies.
They also assist in the adoption of imported technologies for wider domestic applications
through venture capital in the country. Some examples of innovation in MSME financing
include the following: Credit Guarantee Fund Scheme for Micro and Small Enterprises
(CGSMSE), Credit Link Capital Subsidy Scheme for Technology Upgradation, Pradhan
Mantri Mudra Yojana (PMMY) for the easy credit availability system, etc.

Undoubtedly, finance is the lifeline of any business but various other schemes and areas are
also touched upon and worked ominously by the government to support the ventures to scale-
up. These are: MSME Ideas Portal - Launched by Mr. Nitin Gadkari, the motive behind
MSME Ideas Portal is to facilitate venture capital inventors to connect with businesses. The
Micro, Small and Medium Enterprises segment in India needs a multi-pronged heave-ho to
increase its share in the gross domestic product to 50% (from around 30% today) as part of
the government’s avowed goal of becoming a $5 trillion economy by 2024. As per Ministry
of MSME data, the sector comprises a whopping 90% of the total number of enterprises in
the country, which account for around 60% of its jobs and almost half of its exports. Small
wonder, MSMEs have been the backbone of this economy.
As ventures grow, they feel the need for capital to fund their growth aspirations. Companies
able to access risk capital at the inflection point in their growth curve are better equipped to
make the transition to the next level. Many of these funds have invested in medium-scale
enterprises which they believe have the potential to be the stars of tomorrow. India has a long
way to go when it comes to providing alternative sources of capital like angel funds and risk
capital to Indian MSMEs. At present, there is almost negligible flow of equity capital into this
sector. India needs to develop such programmes to support SMEs to access alternate sources
of capital.
The government has taken various measures to support and ensure growth and development
of Indian MSMEs, especially to enhance their competitiveness in the present global
environment. SIDBI is the principal financial institution for financing related promotional and
development work. National Small Industries Corporation Limited (NSIC) facilitates the
procurement of raw material and in the marketing of products. In addition, various ministries
and departments of the government have promotional policies and developmental schemes
for the MSMEs in their respective sectors. It aims to facilitate promotion, development and
competitiveness of MSMEs.
MSMEs and other businesses must be incentivised to upgrade their existing capacities. From
2017 till date, 541 MSMEs registered on the digital MSME scheme but only 22 have been
approved for subsidy. Digital MSME scheme insists on Udyog Aadhaar, and given that
MSME registrations of Udyog Aadhaar is less than 15% of total MSMEs in India, this scheme
is yet to pick up pace. Technological advancement, research and development, enhanced
awareness about the assisting schemes and knowledge dissemination can work wonders to

upscale the level of MSMEs in India. The overall finance gap in the MSME sector is
estimated to be Rs 20.9 trillion. So, the need of the hour is to bridge this gap and equity and
venture funding can be game changers here. Also, collaborative efforts of financial
institutions and Industry Associations like CII can play a vital role in this direction.
SMEs with business models revolving around import substitution and exporting from India
often require funds to set up facilities and scale up operations. Schemes for speedy financial
assistance should be formulated, including funding for market access and development. One
way to look at upscaling your venture is by taking a domestically available business to multi-
national level, i.e., start exporting your products and/ or services across the borders. In exports
business, the government has been on the fore-front to support the Indian businesses to be
globally available and be competitive. SMEs and various other ventures and businesses in areas
like leather, gems and jewellery, textiles, etc. are heavily dependent on exports. Several
initiatives are available from institutions like Exim Bank for the beneﬁt of such exporters. For
example, Export Lines of Credit (ELC) to overseas ﬁnancial institutions, regional development
banks and foreign governments and their agencies and Buyer’s Credit (BC) to foreign
corporations.
Possible hindrances being faced by MSMEs are growing incidence of sickness of the sector
apart from non-availability of authentic financial data, vulnerability on account of delayed
payments by buyers, technological challenges due to low awareness, absence of single MSME
data repository, low awareness about various government initiatives and lack of compliance
to statutory, legal, environmental norms.
The Make in India website mentions the Government initiatives and intervention to help
MSMEs realise their potential primarily through cluster development, technological
upgradation through the National Manufacturing Competitiveness Programme and the Credit
Linked Capital Subsidy Scheme. But the ground reality unveils that MSMEs are today
surviving mostly on their own. The policy formulators contrive various policies and schemes
but the government needs to buckle down to its business-friendly implementation.
Additionally, our MSMEs are still not regarded as a force to reckon with within international
markets. Studies claim that this is mainly due to their lack of capabilities to innovate and add
value to their products in tune with global demands and requirements. It's high time for
government to take necessary corrective measures and create vital infrastructural resources,
add adequate skilled manpower, hasten up key regulatory reforms, ensure access to credit and

technology and bring in labour reforms, else this crucial micro production unit will take the
path opposite to growth in these testing times.
Despite the various challenges plaguing the MSME sector, it has progressively shown
innovativeness, adaptability and resilience to survive. This Indian sector deserves to be given
that extra push – to throw their hat in the ring and augment with pride in a competitive global
marketplace. The government has been making the right noises. Now if we could implement
what is on paper, the sector is bound to see better days ahead. Government has kept no stones
unturned in getting international exposure, diverse experiences and support from
internationally recognised institutions. The Technology Centre Systems Project (TCSP)
Scheme which is a joint initiative of Government of India and World Bank to enhance the
productivity of Ministry of Micro, Small and Medium Enterprises, or MSMEs by improving
their access to technology and business advisory services as well as skilled workers through
systems of financially sustainable Technology Centres.
If we look at many countries that enjoy a similar economic landscape as ours, we would
observe that they have been trying to explore many innovative practices to nurture their
MSMEs. It’s high time we draw inspiration from them, and work towards establishing skill
development programmes centralizing on MSMEs. A new wave of opportunity systems
budding in the areas like Infrastructure, Regulatory compliances, Funding and Performance
incentives should be considered with all the accompanying components in a durable and
synergistic way. Opportunity systems need to be planned which depends on the development
stage and the size of the business.
Augmenting the competitiveness of MSMEs include technology, procurement, skills
development and ﬁnance, and the Indian Government has been playing its part thoroughly
and providing all the support needed to the businesses to scale-up and reach or expand to new
heights of growth and success. Most of the business’ growth impetus have faded and are
facing miserable stagnancy due to this Covid-19 outbreak. The business ventures which can
teach the world “How to live in the new normal?” and not just survive but flourish, too can
get into the upscaling process in real terms with the help of various government schemes and
incentive policies acting like a ‘helping hand’ and being with them when they are walking up
the success ladder.

Chapter – 5
Digital Marketing in the MSMEs Sector of India - A
Study
By : Dr. M. Mahalakshmi
Assistant Professor, PG and Research Department of Economics, A.V.C. College
(Autonomous), Mannampandal, Mayiladuthurai, Tamil Nadu - 609 305.
Abstract
Micro, Small and Medium Enterprises (MSMEs) play a pivotal role in the growth of
Indian Economy, over the years government and other institutions have realised that in order
to sustain the growth momentum of India it is important to sustain and develop our MSME
sector. The small and medium enterprises manifest itself in various quarters of Indian economy.
It accounts for one sixth of India’s total GDP. As per the annual report of Development
Commissioner of Micro, Small and Medium Enterprises (2001), the sector has the credit of
being the second highest in employment, which stands next to agricultural sector.
Digitalization can help overcome concerns around the operations of small and medium
businesses, Nitin Gadkari, Minister of Micro, Small and Medium Enterprises (MSME),
Government of India, said that digitalization is a solution by which can make our MSME
community, transport, time-bound and result-oriented. The nature of the businesses in this
sector plays a significant role to alleviate poverty and propel sustainable growth and equitable
distribution of income in India. The SMEs play an important role in efficiently allocating the
enormous labour supply and scarce capital by implementing labour intensive production
processes. Government is trying to push it forward with a number of plans to foster technology,
innovation and quality in SMEs. The digital environment provides the benefit of speed and
flexibility moreover the size of small business enables them to be more responsive and
adaptable to changing conditions than large organisations.
Keywords: Digital Marketing, MSMEs, Information Technology, Employment, Growth

Introduction:
Developments in digital technology have tremendous marketing implications on small
businesses. In the recent years the ever-prospering digital marketing provides profound
opportunities and challenges for small businesses. In the corporate environment digital
marketing is widely accepted but the extent of usage varies widely among small businesses.
The advancements in digital technologies will help developing nations to engage more in
digital marketing. It has become necessary for avoiding economic and social marginalisation
and it can also offer them growth and diversification opportunities. The Micro, Small and
Medium Enterprises (MSMEs) sector has emerged as a highly vibrant and dynamic sector of
the Indian economy over the last five decades. MSMEs are complementary to large industries
as ancillary units and this sector contributes significantly in the inclusive industrial
development of the country. The MSMEs are widening their domain across sectors of the
economy, producing diverse range of products and services to meet demands of domestic as
well as global markets. The Ministry of MSME runs various schemes aimed at financial
assistance, technology assistance and upgradation, infrastructure development, skill
development and training, enhancing competitiveness and market assistance of MSMEs.
Therefore, various support schemes and programs are being formulated for the development of
MSMEs, out of various schemes by Indian Government which are targeted to provide support
to MSMEs in different ways.
Statement of the Problem:
Increased Globalisation has created new challenges for MSMEs to survive in highly
competitive environments. MSME sectors face a vast number of problems and a few of them
are limited knowledge, non-availability of suitable technology, ineffective marketing strategy,
inability to identify new markets and constraints on modernisation and expansion. Digital
marketing is seen as a new phenomenon and a modern business practice which involves
communicating with the customer’s information and ideas, marketing of goods and services
via the internet and electronic channels. Despite its importance digital marketing is more
pervasive among large firms than MSMEs. The digital marketing strategy builds and adapts
the principles of traditional marketing using opportunities and challenges offered by the
technology and the digital medium. It reaches beyond being a new channel for marketing and
offers a new paradigm for the way consumers connect with brands and with each others. The
online medium provides consumers with more choice, more influence and more power. Digital
technology has opened new channels for selling products. It provides the consumers with a
previously unimaginable quantity and quality of information in an easily accessible form. The

technology and services to be more efficient, reduce costs and develop flexibility to respond
rapidly to the changing market is critical for survival. India is effectively leveraging the
benefits of ICT for widespread and sustained economic development. Deploying digital
marketing would enable the micro small and medium companies to become more competitive.
Objectives of the Study:
1. To study the Digital Marketing in the MSMEs Sector in India.
2. To know the need for Digital Marketing in MSMEs during the Covid-19 Crisis.
3. To examine the role of MSMEs in Indian Economy.
4. To find out the various Measures of the Government of India.
Research Methodology:
This study is descriptive in nature. The relevant secondary data are collected from
Reports of Development Commissioner of MSME, Census Report on MSME, Annual Report
of MSME 2020-21, Research Papers, Journals, and Publications, Online News Reports, and
Government Websites.
Review of Literature:
Ada Scupola (2009) provided insight regarding factors affecting Business to Business E-
commerce adoption and execution in small and medium enterprises. He stressed on the
similarities and differences between Danish and Autralian SMEs. The study found much
similarity between Denmark and Australian. Noor fadhina mokhtar (2010) proposed a
framework of e readiness business aims and strategies internet marketing and evaluation of
internet marketing. The framework focused on the readiness of the business to adopt the
internet as part of their marketing planning and business strategies. David Weber and
Kauffman (2011) surveyed the academic literature to understand the global ICT adoption.
They analysed the economic, social factors that 35-drive global ICT adoption and the
individual, organisational, industry and economy impacts. Gilaninia et al (2012) reviewed the
adoption of ICT in SME after considering the growing importance of SME in the globalised
world. The cost of ICT is also major constraint for not adopting ecommerce tools. The problems
of adoption make SME relectuant to adopt the new business models and technology. The
opportunites and benefits are still unproven for them. The adoption of ICT also depends on the
size of the firm. Financial constraints may be a botheration for SMEs to adopt ecommerce
tools. Khalil et al. (2013) examined how digital media channels are used and combined. They
tried to understand the advantages and disadvantages of online marketing strategies. The study

was carried out in three companies through ethnography whereby the online activities of three
companies are observed. The data analysis was conducted through a semi-automatic method.
They found that three strategies were extensively used namely diversified content strategy,
interactive channel strategy and multi-channel standardised content strategy. Garima (2014)
conducted an empirical study to analyse financial performance of small-scale industries by
secondary data which are used to analyse the growth, performance of exports and the like of
small-scale industries at all India level as well as state level. She claims in her study that SME
sector does not get the required support from concerned government departments, financial
institutions and corporate which is a handicap in becoming more competitive in the national
and international markets. Datrika Venkata and Madhusudan Rao (2020) explain that
India's Micro, Small, and Medium Enterprises (MSMEs) base is the biggest on the planet after
China. According to the official appraisals, there are about 63.05 million miniaturized scale
businesses, 0.33 million little, and around 5,000 medium undertakings in the nation. The Micro,
Small and Medium Enterprises (MSME) part is a profoundly lively and dynamic segment of
the Indian economy. It contributes in the financial and social advancement of the nation.
Pragya Keshari (2021) in the study the micro, small and medium enterprises are an essential
part of the Indian industrial sector. It plays a decisive role in growth and development of Indian
economy. The present study is undertaken to examine the marketing strategies of SMEs in
western Madhya Pradesh, India, and to suggest some innovative marketing practices for them
to prosper. The study findings reveal that SME managers still rely on age-old practices of
marketing. The article recommends some innovative marketing practices for SMEs
Need for Digital Marketing in MSMEs:
The Digital Marketing industry is highly automated, and it helps every sector to create
better revenue compared to the traditional method. This promotional method is the best to
maximize sale standards and ROI effectively. The traditional way of promotion and marketing
like newspaper and banners are likely to create low conversion rates as compared to the Digital
marketing way of conversion. It is the best way to engage with global customers and potential
clients without hassle. As the power and influence of Digital Marketing are growing every day,
businesses are increasing the use of this platform to reach out to the global audience. It not only
Digital Marketing builds brand reputation
Digital Marketing Earns People’s Trust
Digital Marketing find potential and long-term customers
Digital Marketing Is More Cost-Effective as compared to Traditional Marketing
Digital Marketing Levels the promotional goals
Digital marketing lures people to take a favorable action
Digital Marketing Delivers better conversion

finds potential clients from across the world but also helps the company in maintaining a good
reputation. Every platform requires a good promotional strategy and to build a good reputation
for the company with the help of regular interaction with the customer.
Need for Digital Marketing in MSMEs during the COVID-19 Crisis:
➢ It is Digital Marketing that has helped people with the awareness programs at the time
of pandemic.
➢ It is Digital Marketing that has been working endlessly to create a tailor-made
promotional strategy for the brands.
➢ Digital Marketing is reaching out to the remotest corners of the world to spread
awareness and relief through interaction.
➢ The MSME has come out to the backbone of the country and the economy highly
dependent upon it.
➢ Digital Marketing has contributed enormously to the social-economic growth of the
country, here are some great advantages that come with Digital Marketing for MSMEs.
➢ Digital Marketing services help in reducing regional imbalance and optimize change.
➢ They are responsible to create opportunities in a better way.
➢ It contributed to the country’s employment and created several job opportunities for
new professionals.
➢ It helps in inclusive growth and proper utilization of resources through awareness.
➢ It helps in the devilment of the rural and backward area through awareness.
Benefits of Digital Marketing in the MSMEs Sector in India:
➢ MSMEs have successfully managed to tap into global markets, breaking geographical
barriers despite limited access to resources.
➢ To achieve desired results and maximise profits.
➢ Meet subject-matter experts in the markets who will provide relevant market research
analysis and updates to boost their marketing and sales strategies.
➢ Flexibility to change their communication and promotion techniques based on the
evolving market structure.
➢ In a nutshell, adoption of a robust digital marketing plan would make MSMEs boom at
a rapid pace, targeting the right consumer base and increase profits.
Role of MSMEs in Indian Economy:

The Micro, Small & Medium Enterprises have been contributing significantly to the
expansion of entrepreneurial endeavours through business innovations. The MSMEs are
widening their domain across sectors of the economy, producing diverse range of products and
services to meet demands of domestic as well as global markets. The contribution of MSME
sector in Country’s Gross Value Added (GVA) and Gross Domestic Product (GDP) at current
prices from 2014-15 to 2018-19.
Table: 1- Share of Gross Value Added (GVA) of MSME in all India GDP
Year Total
MSME
GVA
Growth
(%)
Total
GVA
Share of
MSME
in GVA
(%)
All India
GDP
Share of MSME
in All India
GDP (in %)
2014-15 3658196 - 11504279 31.80 12467959 29.34
2015-16 4059660 10.97 12574499 32.28 13771874 29.48
2016-17 4502129 10.90 13965200 32.24 15391669 29.25
2017-18 5086493 12.98 15513122 32.79 17098304 29.75
2018-19 5741765 12.88 17139962 33.50 18971237 30.27
Source: Central Statistics Office (CSO), Ministry of Statistics and Programme Implementation
The contribution of Manufacturing MSMEs in the country’s total Manufacturing GVO
(Gross Value of Output) at current prices has also remained constant at around 33% i.e. one-
third during the period from 2014-15 to 2018-19.
Figure: 1- Share of Gross Value Added (GVA) of MSME in all India GDP
Table: 2- Estimated Number of MSMEs
Activity
Category
Estimated Number of Enterprises (in lakh) Share (%)
Rural Urban Total
Manufacturing 114.14 82.50 196.65 31
Electricity* 0.03 0.01 0.03 0
Trade 108.71 121.64 230.35 36
0
5000000
10000000
15000000
20000000
Total MSME
GVA
Growth (%) Total GVA Share of MSME
in GVA (%)
All India GDP Share of MSME
in All India GDP
(in %)
2014-15 2015-16 2016-17 2017-18 2018-19

Other Services 102.00 104.85 206.85 33
All 324.88 309.00 633.88 100
Source: Annual Report MSME-2020-21, *Non-captive electricity generation and transmission
The MSMEs in India are playing a crucial role by providing large employment
opportunities at comparatively lower capital cost than large industries as well as through
industrialization of rural backward areas, inter alia, reducing regional imbalances, assuring
more equitable distribution of national income and wealth. As per the National Sample Survey
(NSS) 73rd
round, conducted by National Sample Survey Office, Ministry of Statistics &
Programme Implementation during the period 2015-16, there were 633.88 lakh unincorporated
nonagricultural MSMEs in the country.
Table: 3- Estimated Employment in the MSME Sector
Broad Activity
Category
Employment (in lakh) Share (%)
Rural Urban Total
Manufacturing 186.56 173.86 360.41 32
Electricity* 0.06 0.02 0.07 0
Trade 160.64 226.54 387.18 35
Other Services 150.53 211.69 362.22 33
All 497.78 612.10 1109.89 100
Source: Annual Report MSME-2020-21, *Non-captive electricity generation and transmission
The National Sample Survey (NSS) 73rd
round conducted during the period 2015-16,
MSME sector has been creating 11.10 crore jobs (360.41 lakh in Manufacturing, 0.07 lakh in
Non-captive Electricity Generation and Transmission, 387.18 lakh in Trade and 362.82 lakh in
Other Services) in the rural and the urban areas across the country. Micro sector with 630.52
lakh estimated enterprises provided employment to 1076.19 lakh persons that in turn accounts
for around 97% of total employment in the sector. Small sector with 3.31 lakh and medium
0
114.14
0.03
108.71
102
324.88
426.88
Figure: 2- Estimated Number of MSMEs Estimated Number of
Enterprises (in lakh)
Manufacturing Electricity* Trade Other Services All

sector with 0.05 lakh estimated MSMEs provided employment to 31.95 lakh (2.88%) and 1.75
lakh (0.16%) persons of total employment in MSME sector, respectively.
Role of IT in MSMEs Sectors:
Information Technology plays an essential role in escalating the profitability of the
organizations. It also gives rise to competitiveness among the Small and Medium Enterprises
(SMEs) making them think about the research and development along with the availability of
the latest technology. The potential benefits of Information Technology to Micro, Small and
Medium Enterprises (MSMEs) are variedly known. It can enhance MSMEs’ efficiency, reduce
costs and expand market reach, at domestic and international level. As the MSME sector plays
an important role in the Nation’s economy, the sector benefits individual MSMEs collectively
rendering into positive results, leading to employment creation, revenue generation and overall
country’s businesses competitiveness. Small towns to metro cities, a lot of MSME
entrepreneurs are harnessing technology to innovate their products and services, thereby giving
a boost to their business and encourage slow MSME sector to grow faster. Though MSMEs
may have been slow to technological adoption, they are now actively embracing technology to
revamp old businesses and even start technology-based businesses such as e-commerce, online
services, etc. To widen the scope of Information technology, the Ministry of MSME has been
actively working towards ways to facilitate MSMEs and assist them through all the stages in
the business cycle. The ‘Champions’ portal is a combination of technologies formed to help,
guide, empower, ease and support the MSME sector of the country. Besides ICT tools
incorporating telephone, internet and video conference, the system is enabled with Artificial
Intelligence, Data Analytics and Machine Learning, to bring and tackle all grievances and
suggestions under one-stop to help MSMEs. It is also fully integrated on a real-time basis with
GOI’s main grievances portal CPGRAMS and MSME Ministry’s own other web-based
mechanisms.
0
500
1000
1500
2000
2500
MANUFACTURING ELECTRICITY* TRADE OTHER SERVICES ALL
Figure:3- Estimated Employment in MSMEs Sector
Employment (in lakh) Share (%)

Government Measures:
The Government of India has designed various policies for the growth of MSMEs in the
country.
• In November 2021, the Indian government launched the Special Credit Linked
Capital Subsidy Scheme (SCLCSS) for the services sector. This scheme will help
enterprises in the services sector meet various technology requirements.
• In November 2021, the Ministry of Micro, Small and Medium Enterprises launched
SAMBHAV, a national-level awareness programme to push economic growth by
promoting entrepreneurship and domestic manufacturing.
• In September 2021, Khadi and Village Industries Commission (KVIC) established
the first ‘Silk Yarn Production Centre’ in Odisha to boost the local silk industry and
generate employment.
• In July 2021, Lok Sabha passed a bill on ‘Factoring Regulation’ to expedite the
payments ecosystem for MSMEs.
• Budget allocation for MSMEs in FY22 more than doubled to Rs. 15,700 crore (US$
2.14 billion) vis-à-vis Rs. 7,572 crore (US$ 1.03 billion) in FY21.
• The government also announced Rs. 3 lakh crore (US$ 40.85 billion) collateral-free
automatic loans for businesses.
• In Union Budget 2021, the government announced funds worth Rs. 10,000 crore
(US$ 1.36 billion) for ‘Guarantee Emergency Credit Line’ (GECL) facility to
eligible MSME borrowers, giving a major boost to the sector.
Conclusion
Digital Marketing can be viewed as a new philosophy and a modern business practice
involved with marketing of goods, services, information and ideas via the Internet and other
electronic means. The rise of digital technologies has transformed the digital marketing
concept. Digital marketing communication is directed to profiled targets, which are active in
the communication process. Digital communication can be easily, cheaply measured and flows
are diffused at costs that are getting lower and lower, but it asks specialized and deep
competences to communication managers. Micro, Small and medium industry has been one of
the major planks of India’s economic development strategy. The Government of India has
encouraged this sector through various policy initiatives.

Reference
1. Annual Report Government of India, Ministry of Micro, Small and Medium Enterprises-
2020-21.
2. Uma P. Role of SMEs in economic development of India. Asia Pacific Journal of
marketing & Management Review, 2013.
3. Economic Survey 2013-14.
4. GabrielliV&Balboni(2010)SME practice towards integrated marketing
communications. Marketing Intelligence & Planning.
5. Jaleango, B. (2015). Effects of Digital advertising on the performance of commercial
banks in Kenya (MBA thesis). University of Nairobi.
6. W,Mougayer.(1998).Opening Digital markets-battle plans & strategies for internet
commerce.
7. Wymbs,Cliff.(2011) Digital marketing-The time for a new academic major has arrived.
Journal of Marketing Education.
8. https://journals.sagepub.com
9. https://www.linkedin.com

Chapter – 6
Tata’s Binge Shopping
By : Mudit Jain & Trish Gupta
B.Com Hons , Shri Ram College Of Commerce
“We are industrialists, and they are businessmen. I don't want India to be an economic superpower.
I want India to be a happy country”. These words seem quite familiar, and after reading them, there
is one person that comes to everyone's mind. The guy is the leader of one of the biggest business
houses in India. This quote belongs to Mr.Ratan Tata, a guy whose philanthropic and economic
activities are gaining him praise across India and worldwide. His company Tata has been one of the
primary companies that have helped India adapt to the globalization concept. Tata group is
omnipresent in one’s life. From the salt to the car we are driving, something or the other is being
manufactured by this age-old company established by JamshedJi Tata. The company has partnered
with western companies to bring its services to India. Starbucks, Jaguar, and Land Rover, are a few
to name. The company and its representatives are renowned worldwide, and the company has been
at the forefront of India’s development. Tata group has maintained a legacy in India for more than a
century and still has not lost its shine. The company’s sole focus has always been on making India
better, doing the things others can’t do, and making India self-sufficient. They have always been
pioneers in starting new initiatives in India. The company was being looked down on like an old
company that had lost its charm and charisma. Still, some recent developments have proved the point
“Old is Gold.” The company has been a bit busier lately because its shopping list seems unending.
What areas the company is diversifying in and what acquisitions and mergers it is undertaking has
been an area of interest for many. Every day some new company is added to Tata’s portfolio, and it
is time that an immense discussion takes place.
To begin with, the company is not only improving its products but is also investing in products
developed by others. In this process, they ensure that the nation’s talent doesn’t go wasted. Many
new companies are entering the Indian market with new innovative products every day, and Tata has
been following the concept of “first-mover advantage” with great enthusiasm. They have been
putting money in the right company at the right time and are reaping immense benefits. Investing in
startups or new entrants is the hardest thing, but this company shows how it can be done easily. They
keep faith in the nation’s talent and promote it, encouraging more people to contribute towards the

same. For a decade, they have been involved in this job of investing and blooming. Mr.Ratan Tata
is investing using the company funds and also using his own wealth to invest in young new products.
Through takeovers, mergers, or indirect or direct funding, the company continually adds ventures to
its vast group. The ways are different, but the objective is still the same. The company invested in a
company coming up with a new trend in India, i.e., Lenskart, in 2016 and moved out of it in 2021
after making massive gains. They helped the company when the company was making unbearable
losses. Still, they trusted the product and process and finally left the company when it turned
profitable and could stabilize itself. In 2016, just like Lenskart, FirstCry also got massive cash inflow
from Tata’s. The company had made its debut in 2010, but it didn't gain attention until 2016. The
company had already raised funds from various sources, but Tata’s deal brought the company to the
limelight. Selling children’s products through e-platforms was a new idea and hence was backed by
the Tata Group. In an attempt to counter this effect, Reliance also bought Hamley’s in 2019, although
the business model of the two companies is very different. Another company that garnered Tata’s
attention was UrbanClap in 2015. The online service provider was quick to gain the giant’s attention.
Founded in 2014, they got Tata’s backing within one year, showing how impressive the business
model was, and today the company is in the unicorn club. The company entered into financial deals
and not-for-profit deals to fulfill the company’s social responsibility towards society. In 2015 the
company announced a five-year contract with the online educational company Khan Academy. This
deal aimed at hiring Indian teachers and providing affordable cost-free education to the Indian
students in Indian languages. The company had already received backing from Bill and Melinda
Gates Foundation before entering into a partnership with Tata Trusts.
Moving further, Mr.Tata also invested his funds in an auto classifieds portal called CarDekho in
2015. The company has Carwale as its primary competitor, founded in 2005, three years before
CarDekho. However, it was this company that was able to get the financial backing. The company
is now valued at $300 million and hopes to use Tata Motors expertise to venture globally. Another
company that received Mr.Tata’s attention was Urban Ladder. The company founded in 2012 got
the funds in 2014 and since then has been on the rise. Mr.Tata was not new to this furniture and
home decor business because he himself holds a degree in architecture from Cornell University.
However, no matter how good a batsman you are, every ball doesn't go for a six. The same happened
when Reliance Retail acquired this company for one-sixth of its valuation in 2020. Although the
investment was not officially a flop for Mr.Tata yet, he would rather not talk about it. Tata’s and
their investments in start-ups is not a new story. Every new product launched in the market is
sometimes linked with Tata’s because of the financial strength and the ability to explore new

ventures that the company has. They have been the frontiers in promoting startups in India, and
although all of them have not reached cloud nine, a majority of them have proved their mettle.
Another company that got investment from the Tata’s in 2015 was Zivame, an online lingerie retailer.
The company received an undisclosed amount of investment before raising Rs.250 crore from Zodius
Technology Fund. The company is focused on reaching a valuation of $200 million. The company
generated Rs 140 crore revenue in FY19 and was expecting a revenue generation of Rs 250 crore in
FY 2020. The company has good strategic growth plans, and hence it justifies the backing from Tata
Group.
Now, let's try and analyze the other side of the story. The above paragraphs deal with how Tata
helped many startups become household names. Companies like Urban Clap, Urban Ladder, and
Lenskart were taken to new heights as they could use their investments judiciously. These companies
were founded long back before they received the bucks and using this money, they have now created
a space for themselves in the Indian sphere. But not all stories have an ending with the words, “and
they lived happily ever after.” Some startups got the bucks, but their stories went unnoticed. One
such company was HolaChef. This food-based tech startup got funding in 2015—the company aimed
at creating a marketplace that would allow professional and amateur cooks to sell their meals.
However, since its inception in 2014, the company has not made its mark and was forced to shut
down its operation in 2018 after a cash crunch was reported. It was later Foodpanda that acquired
the company and has been working on its revival since then. Another bet that Ratan Tata lost in the
intense corporate battle was an online fashion startup named Karyaah. Around 113 investors rejected
the idea of the founder Nidhi Agarwal until one fine day, Mr.Tata decided to back the company. The
USP of the company was that it offered customers to choose from 18 sizes as opposed to the six
regular sizes offered by other companies. The company received funding from Tata’s in 2015 but
couldn't live up to the expectations. The company was forced to pull the shutter on its operations
because of a lack of sufficient funds. The employees were laid off, and the company couldn't
completely get out of its struggling phase. The intense competition in the online fashion segment
was the company’s primary reason to pull out of the rat race because of already established names.
After talking about a string of bad investments, let's talk about a startup that staged an impressive
comeback and gained more investors’ trust because it could reverse a terrible phase that took the
company many years back. Bluestone, a company that sells precious jewelry on platforms like
Flipkart and Amazon, received the nod from Mr.Tata in July 2015. After this investment, the
company’s books fell in the red zone, and the company posted an all-time highest loss of 97 crores
in FY17. After posting losses of 60, 40, and 20 crores in the subsequent years, the company is finally

expected to post a profit of 20 crores for the current year. The company would indeed have had tough
years but never lost hope and staged an impressive recovery, thus living up to the expectations of the
fund providers. Despite all these failures, Mr. Tata never fails to diversify his portfolio and explore
more ventures because he has now developed a knack for experimenting with various new
businesses.
Venturing forward, in the above paragraphs, we have discussed the startups that helped Tata’s mint
some reasonable amounts of money, and also that cost them heavily too. It is now time to focus on
some blockbuster investments that were undertaken. Perfect timing and knowledge are what helped
the company take advantage of the robust growth of these companies. Some of these companies are
IPO-bound and have made an incredible amount of progress in the last few years. Beginning with
Ola Cabs, a company that was India’s first homegrown car service provider. A company with a
valuation of $5 billion and is among the nine unicorn startups in India. The company received
backing in July 2015 from Mr.Tata in his personal capacity, and since then, the company has never
looked back. Ola is continuously receiving funding from the Tata Group, with the last round coming
in 2019. Uber, an international company, is one of its solid competitors, but Ola has scaled new highs
despite the fierce competition. The company has not lived up to its expectations but has performed
tremendously well. Another supernova company that received the funds was Paytm. Mr. Ratan Tata
made a personal investment in Paytm in 2015 by acquiring a small stake in One97 Communications,
the parent company that operates Paytm. Tata’s investment came after the world’s largest e-
commerce company Alibaba acquired a 25% stake in One97 Communications. After a bunch of
hefty investments, Paytm has flourished like anything. The company saw exponential growth and
now is planning to go onboard the IPO train, and at the same time, Tata’s are planning to exit their
stake from the company since it had achieved the purpose for which money was invested. Another
phoenix that rose from its ashes was Snapdeal; the company has been through difficult times facing
bankruptcy for almost two long years. The company made its debut in 2010 with Flipkart as its only
competitor. After being on the verge of shutting down after a failed merger with Flipkart in 2017,
the company showed some revenue spike. Tata showed interest and invested in the company over
the years and finally found a ray of hope. Another conglomerate Xiaomi entered India in 2014 and
started the concept of firms selling directly to consumers through online retailers and minimum
marketing to make products cost-effective. It grabbed the king’s attention and invested a chunk of
cash in it in 2015. They were the first Indian company to invest in Xiaomi, one of the most valuable
start-ups. The bet paid off, and Xiaomi is now the country’s biggest smartphone maker and number
four globally.

With a pool of small investments being made here and there by the company yielding fantabulous
returns, they have also made some recent acquisitions which show their immense trust in the acquired
companies. In 2021, Tata group acquired a 68% stake in the online grocery start-up BigBasket, which
competes with Walmart and Amazon fresh, making it a majority shareholder. This gives an
indication of the potential of the company and the value unlocking that is possible. Moreover, in late
2021, Tata stole a deal for which they have been waiting for more than half a decade. It is Air India,
a company that pioneered the start of the aviation business in India, and it was Sir JamshedJi Tata
who started it. The company had a depressing history which began when the company was handed
over to the government under the nationalization scheme. Before that, it was among one of the top
flyers worldwide but lost its glory due to bureaucracy and red tapeism. But it was destined that the
company would once again fly high, and it was on one fine day, Tata won the bid for the sale of a
majority stake of Air India. They will take over state-owned Air India, marking a successful end to
the government’s proposal to privatize the national carrier. Tata will pay Rs 18,000 crore to acquire
Air India from the government; of the total money, 15% would go to the government, and the rest
will go in clearing debt.
To conclude, Tata has been contributing to the development of India either through their own
companies or through other young startups and companies which receive their investment. The
young generation is being encouraged to take up more startups and take India to new heights as they
get backing from prominent industrialists, which boosts their confidence. Tata’s are not only
improving the performance of their own companies but are also motivating and guiding the emerging
population to take the onus of making India self-sufficient by diversifying into various segments.
They have invested in a variety of companies. Some have turned out to be fairytales, while some
have given a nominal amount of return. The company is doing these investments from a financial
point of view and fulfilling its social responsibilities. Mr.Tata has led the revolution of startups
himself. In most companies, he has invested money in his personal capacity and has acted as the
hand of god over many new startups. The story doesn't end here as, after startups, mergers and
acquisitions with well-established companies also took place that has raised the valuations of the
Group. The Tata’s are on a dream run and are currently on the headlines of the newspapers every
day. An empire built on a legacy of so many years has had its own share of failures and a period full
of remorse with all the legal tussle they were caught in, but the recent developments have shown that
they are back on their perch. The shopping list they have never seemed to be ending, and every day
in the checklist, an item gets added and subtracted.

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axis perfomance article ,and analysis and book NEW HORIZONS IN COMMERCE vol-7-converted-compressed.pdf amazon publishers hariharan23900