Volume 13 | Issue 3 |

 Abstract

Withania somnifera Dunal, commonly known as Asgand, is a renowned medicinal plant widely utilized in the Unani systems of medicine. Often referred to as Indian ginseng or winter cherry, it holds a prominent position in traditional Indian herbal medicine, similar to the role of ginseng in Chinese medicine. Asgand has been described in ancient texts such as Dioscorides' Kitab-ul-Hashaish (78 AD). The plant's therapeutic properties are attributed to its roots, which have long been used as a sedative for treating various clinical conditions, including female disorders, cough, rheumatism, dropsy, and senile debility as a sedative. The chemical composition of Asgand reveals the presence of alkaloids, including withsomine, withaferin A, and withanolides (such as withanolide A and D), along with other constituents. Scientific studies highlight its diverse pharmacological activities, including anti-inflammatory, anti-oxidative, antimicrobial, anti-anxiety, aphrodisiac, immunomodulatory, anti-diabetic, anti-ulcer, anti-cancer, and hepatoprotective effects. In Unani medicine, Asgand is recognized for its ability to act as a sedative (Musakkin), general tonic (Muqawwie aam), and aphrodisiac (Muqawwie Bah), among other therapeutic uses. It is classified as an adaptogen, supporting mental and physical well-being by enhancing cognitive function, boosting the immune system, reducing inflammation, and promoting overall health. Additionally, it supports bone marrow production and reproductive health, and has anti-aging properties. Its efficacy is also demonstrated in managing chronic conditions such as tuberculosis, respiratory diseases, and HIV, thanks to its potent immunostimulatory effects. Asgand is also valuable in treating gynecological issues like anemia and irregular menstruation due to its blood-tonic properties. The plant's pharmacological benefits are attributed to its rich composition of bioactive compounds, including alkaloids, glycosides, saponins, flavonoids, terpenoids, and coumarins. This review underscores the significance of Withania somnifera in traditional and contemporary medical practices, highlighting its diverse therapeutic potential.

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Withania somnifera, Asgand, Adaptogen, Immunomodulator, Anti-inflammatory, Cognitive disorders, Traditional medicine

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This study has been undertaken to investigate the perceptions towards selva magal semmipu thittam in Salem city. The Selva Magal Semippu Thittam (Girl Child Prosperity Scheme) is a financial initiative introduced by the Government of Tamil Nadu to promote the well-being and future security of girl children. This scheme encourages families to invest in their daughters' future by providing financial assistance and incentives. The program aims to reduce gender-based disparities, enhance female literacy, and improve socio-economic conditions for women. The scheme involves depositing a fixed amount in a girl child's name, which matures with interest over time, ensuring financial security for education, marriage, or other essential needs. By fostering a culture of savings and empowerment, the Selva Magal Semippu Thittam plays a crucial role in promoting gender equality and social development.

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INVESTORS PERCEPTION TOWARDS SELVA MAGAL SEMMIPU THITTAM

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The utilization of health care services depends upon the socioeconomic status of the population, the severity of disease, availability, accessibility, and affordability of health care services. The primary, secondary, and tertiary health care delivery systems are being revamped and fine-tuned in such a way that health care is delivered efficaciously to the people at the bottom of the economic pyramid. The present study was undertaken based on DLHS-3 and DLHS-4 surveys of Erode district for comparative purposes with secondary data. The literacy status of mothers was significantly associated with the level of services availed by them. On many crucial aspects of health care services, there has been a manifold increase from DLHS-3 to DLHS-4. At the same time, it is essential to focus more intensively on other areas. Thus, there is a need and scope for more focused information, education, and communication efforts towards antenatal and postnatal services provided to mothers especially in rural areas in Erode district.

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 Keywords

ANC, MMR. NMR, IFA, Institutional Deliveries and Immunization

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Across all industries, standard costing is an essential management tool for cost control, performance evaluation, and improving operational efficiency. It is essential to the manufacturing industry for maintaining production costs within set parameters and for quickly resolving deviations. Because of the fast turnover of perishable commodities, the substantial seasonal price changes, and the complexity of regulatory compliance, the food business in particular has particular difficulties with cost control. These elements may impede efficient financial management and cause instability in cost predictions. The application of standard costing in the food business is examined in this article, along with potential benefits and challenges. The study focuses at how standard costing is used by food producers to control labor, raw material, and overhead expenses. It also looks at how this methodology helps with cost optimization and performance analysis. The ultimate objective of this study is to shed light on how standard costing can be applied in the food manufacturing industry to enhance operating procedures, cut waste, enhance decision-making, and boost profitability.

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Standard costing, Financial management, Overheads, Labor, Decision making

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This research paper examines about the success story of Starbucks i.e., their marketing strategies, STP analysis etc. It is one of the global coffee houses which revolution is end the way, the world was consuming coffee and also emerged as "emblematic" brand of 21st century. Initially it was started as small coffee shop at Seattle and now it has grown in to global coffee chain. Currently they are present in over 80countries. The main objective of the study is to dissect the key success factors of Starbucks. Their Marketing mix, STP analysis, External analysis and many more.

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A STUDY ON STARBUCKS NINCHE MARKETING STRATEGY AND CONSUMER SATISFACTION

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"The Study on Factors Affecting Adoption of online retailing for purchasing consumer durables in India" has grown significantly in recent years, driven by technological advancements, changing consumer behavior, and increasing digital literacy. This study examines the key factors influencing online shopping decisions for consumer durables such as electronics, home appliances, and furniture. It explores aspects such as price sensitivity, trust in e-commerce platforms, convenience, product authenticity, after-sales service, and logistical challenges. Using a combination of quantitative and qualitative research methods, the study analyzes consumer preferences and identifies the primary barriers to online adoption. Findings indicate that while competitive pricing, convenience, and discount offers act as major motivators, concerns over fraudulent transactions, delayed deliveries, and product quality continue to hinder widespread acceptance. The study provides insights for businesses and policymakers to enhance digital infrastructure, improve consumer trust, and optimize marketing strategies for a seamless online shopping experience.

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Adoption rate, Adoption models, Adoption of online / digital technology ,Online retailing ,Online retailing of consumer durables/electronic items, Factors affecting purchase consumer durables/ electronic items India/ global.

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As a term, exaggeration refers to "a statement or description that makes something seem larger, better, worse or more important than it really is" (Oxford Advanced Lerner's Dictionary, 2006: 503). Exaggeration is very common in various languages; in addition to that, it is regularly and widely used in different genres including the genre of proverbs and sayings where it is a genre that represents the culture and the heritage of nations in brevity and with wisdom. For instance, when saying the English proverb, "Many men, many minds", this proverb involves the exaggeration expression (many) as a numerical expression expressing exaggeration. However, such exaggerated proverbs reveal a deep wisdom in words that are decorated with various phonological patterns that characterize them, including sound patterns such as alliteration, repetition and rhyme Accordingly, proverbs whether in English, are regarded as appropriate data to explore the exaggeration expressions in them phonologically. Hence, the present study aims at exploring, analyzing and classifying exaggeration characterizations in proverbs and sayings through analyzing the use of exaggeration expressions in English proverbs and sayings from a phonological perspective where the data analyzed are: (50) proverbs and sayings from both languages. Moreover, the current study is based on hypotheses revolve around the use of many exaggeration expressions in English that are characterized by various and extensive phonological features. The study concludes that exaggeration expressions are highly and variously manifested in English proverbs and sayings through using various phonological patterns

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Exaggeration, Phonology, Prosody, Intonation, Stress patterns.

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Today, India's digital advertising landscape is diverse and highly evolved, with advertisers leveraging a wide range of tools and platforms to reach a fragmented audience. Platforms like Google, Facebook, Instagram, Twitter continue to dominate digital advertising strategies, offering a combination of text, video, display, and interactive ads. Despite the rise of digital media, traditional advertising still holds significance in Indian districts. Hoardings, wall paintings, and banners continue to be used, especially in rural and semi-urban areas where digital penetration is limited. Local newspapers and community radio stations remain popular advertising platforms. Government campaigns, such as Swachh Bharat Abhiyan (Clean India Mission) and Beti Bachao Beti Padhao (Save the Girl Child), rely heavily on traditional advertising in districts to reach diverse populations. Festivals and fairs are still vibrant venues for advertising, with businesses combining traditional methods like posters and banners with modern promotional tools to engage with local audiences. Traditional advertising at the district level has been instrumental in shaping local economies and communication, adapting over time while retaining its cultural essence. It remains a vital part of India's advertising ecosystem, connecting with communities in ways that reflect their unique identities and needs. This is Comparative study on Traditional and Digital Advertising sector, to know which sector pays high influence in the business world.

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Digital Advertising, Traditional Advertising, Online Platforms

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Twenty-first century has been showing heightened interest in the environmental concerns all around the globe irrespective of related fields be it politics, public, or business. Organizations are implementing EMS (Environmental Management System) a strategic tool, to gain competitive advantage. There is a growing need for the integration of environmental management into Human Resource Management (HRM) - Green HRM - research practice. The HR functions become the driver of environmental sustainability within the organization by aligning its practices and policies with sustainability goals reflecting an eco-focus. This system provides better control of firm's environmental impacts. Keeping this in view, the researchers conducted an opinion survey to know the perception of employees on the present burning issue of Green HRM. The findings and results are presented in this article.

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Employee Involvement, Green HRM, Sustainable Development, Human Resource Management, Performance Management System.

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Sustainable development is an emerging area, because it addresses the socio economic development of every human being. It is one of the most significant societal challenges of the 23rd century. One global trend with significant implications for sustainable development is the extraordinarily rapid development of environment. Exponential Growth of Technology in India has played a significant role in all round development and growth of economy in our country. India has opted for a judicious mix of indigenous and imported environment technology. The term "technology" refers to the application of scientific knowledge for practical purposes and to the machines and devices developed there from. In this study focuses on the modern technology for future sustainable development on environment and also positive and negative environmental impact of sustainable development towards technology in environment. In addition how it contributes to reducing the negative impact on the environment.

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Sustainable Development, Society, Technology, Innovation, Environment

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Creative Commons Attribution 4.0 and The Open Definition