Volume 12 | Issue 5 |

 Abstract

This research paper delves into the multifaceted landscape of brand transformation and societal impact through an in-depth analysis of the rebranding journey undertaken by Hindustan Unilever Limited's Fair and Lovely to Glow and Lovely in the Indian market. Against the backdrop of historical associations between Fair and Lovely and conventional beauty standards centered around fair skin, this study examines the strategic motivations, implementation processes, and ensuing consequences of the rebranding initiative. It employs a comprehensive methodology, combining qualitative and quantitative approaches, including surveys, interviews, content analysis, and market trend evaluations to gather insights from diverse consumer segments. The core motivation for the rebranding is scrutinized, emphasizing the brand's responsiveness to mounting criticisms regarding the perpetuation of colorism and exclusive beauty ideals. Embracing diversity and inclusivity emerges as pivotal drivers behind the transformation, mirroring broader shifts in global attitudes toward more authentic and inclusive beauty standards. The study explores the nuanced strategic implementation, encompassing the name change from Fair and Lovely to Glow and Lovely, product portfolio evolution emphasizing holistic beauty, and the launch of marketing campaigns redefining beauty norms. Consumer response to the rebranding constitutes a critical focus, involving an analysis of varied reactions, skepticism, and shifts in behavior. The paper dissects societal impacts, unraveling the cultural influence sparked by Glow and Lovely's rebranding and its symbiotic relationship with broader societal movements advocating for diversity and inclusivity. Authenticity concerns and persisting fairness-related messaging in advertisements form the crux of challenges and criticisms, shedding light on potential hurdles faced by the brand. As a broader industry implication, the research assesses trends in the beauty sector towards inclusivity and the consequential influence on other brands to reevaluate their messaging and offerings. The study culminates in a futuristic outlook, contemplating the long-term impact of Glow and Lovely on both the brand and the beauty industry. It underscores the role of ongoing scrutiny and consumer feedback as decisive factors shaping the brand's narrative and contributing to the evolving landscape of beauty standards. This research paper endeavors to provide a thorough examination of the brand transformation undertaken by Fair and Lovely, delving into its motivations, strategies, and societal consequences. By doing so, it contributes to a deeper understanding of the intricate dynamics between brand image, societal expectations, and the transformative potential within the beauty industry.

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 Keywords

Rebranding, Fair and Lovely, Glow and Lovely, Beauty industry, Inclusivity, Diversity, Empowerment, Consumer perceptions, Branding strategy, Market dynamics, Consumer behavior, Beauty standards, Societal impact, Cultural sensitivity, Ethical practices, Regulatory scrutiny

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The Natyashastra is the first text that comes to one's mind when dance is talked about. It is a mammoth treatise that elaborately specifies all the elements of not just dance, but drama and music as well. The Sangita Ratnakara is used by musicians as it provides detailed information on music, its structure, and musical instruments. It however contains a chapter on Angika Abhinaya related to dance. Most of the information in this chapter has been taken with reference to the Natyashastra, however there are some differences that mark the changes in traditions over a period of nearly 11 centuries.

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 Keywords

Natyashastra, Sangita Ratnakara, Nrutyadhyay, Angas, Pratyangas, Upangas, Karanas, Angaharas, Rechakas, Vritti, Abhinaya Darpanam.

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Creative Commons Attribution 4.0 and The Open Definition

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The study focuses on the high level of social anxiety and the way it impacts young individuals in Chennai. Social interactions and peer relationships play an important role in the development of social anxiety, which is a significant mental health concern during teenage years. This study uses a quantitative methodology to collect data from youth aged 15 to 24 using a SAQ-30 questionnaire. The main objective of this study is to assess young people's level of social anxiety. The findings show that among Chennai's youth population, social anxiety symptoms impact women more than men. The study also examines how social anxiety affects the emotional, social, and psychological spheres of analysis and well-being. To promote holistic well-being and healthy social connections among young people affected by social anxiety in Chennai and beyond, the research emphasizes the need to improve their overall well-being and quality of life.

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Social anxiety, peer relationships, social interactions, mental health

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Creative Commons Attribution 4.0 and The Open Definition

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The current rapid growth in the economy and the patterns of consumers' consumption and behavior worldwide are the main cause of environmental deterioration. As the environment continues to worsen, it has become a persistent public concern in the developed countries and has recently awakened developing countries to the green movement. "Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, not non- biodegradable solid waste, harmful impact of pollutants etc. This paper is essentially exploratory in nature and has four objectives. The objectives are consumer opinion towards key issues of green products, attitudes of respondents towards green products, factors influencing the purchase of green products and the impact of demographic factors on the purchase of green products. The result from the independent sample t-test shows that there were no significant differences between gender in their environmental attitudes and attitudes on green products. The rotated factor matrix validated the underlying dimensions of environmental attitudes into four major dimensions. Results from the multiple linear regression analysis revealed that consumer attitudes on the respondents and their personal use towards the environment contributed significantly to their attitude on the green product. However, environmental protection did not contribute significantly to consumers' attitudes on the green product.

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 Keywords

Environmental attitude; green products; consumer attitude.

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Creative Commons Attribution 4.0 and The Open Definition

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Travel Diary has revolutionized the way we record and share our travel experiences. This innovative app allows users to create detailed travel itineraries with vivid descriptions, eye-catching photos, and important details. Collaboration features allow friends and fellow travellers to enrich each other's stories, creating a vibrant community of explorers. Easily upload photos and videos, receive real-time notifications, and connect with a global audience of like-minded adventurers. Using artificial intelligence technology, Travel Diary simplifies travel planning by creating customized itineraries based on individual preferences. Discover new destinations, connect with influencers, and bookmark your favourite routes for future reference. Intuitive search features allow users to easily find and follow travel companions, expanding their network and discovering new horizons. Explore the world like never before with Travel Diary, where every trip becomes a valuable story to share.

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Travel Diary, Itineraries, travel planner, adventures, stories, trips.

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

Ayurvedic medicine is one of the world's oldest medical systems and remains one of India's traditional health care systems. Acharya Charaka has described Raktapitta as Mahagada and an acute dreadful disease, having more severity and quick acting like fire.[1] The name itself suggests that the disease- Raktapitta is caused by vitiation of two body elements, namely Rakta and Pitta together due to their Ashray - Ashrayee relationship. The main clinical sign observed is Rakta dhatu flows out of the body through any opening or outlet without any certain cause like injury. Bruhatrayi has explained the Nidan Panchaka as well as Chikitsa of Raktapitta briefly. In Ayurveda Raktapitta is correlated with bleeding disorder as per contemporary science. A Bleeding disorder is a condition that affects the way your body normally clots. Sometimes certain conditions prevent blood from clotting properly, which can result in heavy or prolonged bleeding. Charakacharya has suggested that initially no attempts should be made to arrest the bleeding out of the body as well as elimination of Doshas from opposite route is recommended.[2]

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 Keywords

Raktapitta, Rakta, Pitta, Mahagada, Bleeding disorders.

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Creative Commons Attribution 4.0 and The Open Definition

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Human skin, the outer covering of the body, is the largest organ in the body. It also constitutes the first line of defense. According to Ayurveda, the skin is one of the essential sense organs. Ayurveda has its own unique principles of diagnosis and treatment of various skin diseases under the heading of Ku??ha. When we consider the prevalence of various diseases, every year, worldwide near about 20% of the total number of patients seeking medical advice suffer from skin diseases including cosmetic problems. Skin disease is a common ailment and it affects all ages from the neonate to the elderly and causes harm in a number of ways. Beside this, people suffering from skin disease suffer from social stigma.

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 Keywords

Keywords: Kustha,Skin disease,Principles of diagnosis.

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

Ayurveda is a branch of medicine that has its earliest roots in the Indian region. Ayurvedic methods and remedies have been incorporated into general health applications and, in some circumstances, into medical applications. With development, lifestyles undergo very dramatic changes causing vitiation of Tridoshas and manifestation of diseases. The unhealthy environments, bad eating habits, working shift jobs and anxiety, etc. are some factors that affect human health significantly. These all factors lead many pathological conditions and Sheetpitta is one of them. In Ayurveda, Sheetpitta is referred to as a Tridoshaj Vyadhi; however Rasa and Rakta are the primary Dushya while Vata and Pitta Dosha are predominate. Sheetapitta is Twak Vikara in which Tridosha Prakopa causes skin redness, swelling, itching and other symptoms. Ayurveda described some therapies including Doshas purifying approaches and application of internal medicines. Abhyanga, Svedana, Vaman and Virechen mainly indicated along with drugs like Haridra, Guduchi, Yashtimadhu and Amalaki, etc. This review presents Ayurveda and modern considerations on Sheetapitta.

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 Keywords

KEYWORDS: Ayurveda, Sheetapitta, Twak Vikara, Urticaria, Rashes.

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

According to Ayurveda for proper regulation of body, Agni plays a very important role. But nowadays, sedentary lifestyle has leads to agni vikruti and further formation of apakva ahara rasa and improper dhatu formation, eventually leading to a disturbed metabolism and formation of various diseases. Grahani roga, Arsha, amlapitta, constipation is commonly seen in clinical practice. For treatment, various dravadravyas are explained in Ayurveda classics, takravarga is one among them. Different Takra kalpanas are mentioned by Acharyas which are very useful in digestive problems and considered to be useful in diseases of Vatakaphaja origin. It is also mentioned in conditions like Grahani, Udara, Gulma, Pandu, Arsha, Mutrcakruchra, Atisara, etc. Takra is deepana, grahi, laghu, vatanulomaka, vatakapha shamak and does not cause aggravation of Pitta. In this article, an effort is made to explore the Takra prayoga mentioned by Ayurveda classics. Aim-To study Takra, pana in various disease conditions. Objectives-To study in details about Takra, its properties, Doshaghnata, indications, contraindications and its use in various disease conditions. Material and Methods-Literature search from Ayurvedic classics text. Discussion- Takra Prayoga in Various Disorders will be evaluated in this section. Results/Conclusion- Based on Rasa, virya, Vipaka and Sanskara on Takra it is used in different disease conditions. Aim-To study Takra pana in various disease conditions Objectives- To study in details about Takra, its properties, Doshaghnata, indications, contraindications and its use in various disease conditions.

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 Keywords

Keywords: Takra, Takra Kalpanas, Vatakapha shamaka Grahani, Gulm, Udara, Arsha

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

The trapezius muscle injuries are one of the most common muscular load injuries among data entry operators. Bowen technique and muscle energy technique both helps to reduce the pain and improve functional activities. So, the main objective of this study is to compare the effectiveness of Bowen technique and muscle energy technique among data entry operator with trapezitis. The study design was a comparative study, 24 data entry operators with trapezitis were selected. They divided into two groups, GROUP A (n=12) Bowen technique and GROUP B (n=12) Muscle energy technique for 4 weeks. The outcome measure are NPRS and NDI were measured in pre and post-test for 4 weeks . The statistical analysis done with unpaired 't' test between the Group A and Group B analysis shown significance (p<0.001), which shows that Group A must be significant than Group B, it have been concluded that Group A shows effect on reducing pain and improving the functional activities than Group B among data entry operators with trapezitis This study conclude that the Bowen technique (Group-A) shows more significant on reducing pain and improving the functional activities in data entry operators with trapezitis when compared with Muscle energy technique (Group-B).

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 Keywords

Bowen technique, Muscle energy technique, NPRS, NDI, Trapezitis, cryotherapy.

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Creative Commons Attribution 4.0 and The Open Definition