India is the world’s second-largest consumer of liquor. The WHO study also illustrates that India’s consumption was 2.4 liters per person in 2005, which surged up to 5.7 liters per person in 2016. The Research and Markets on changing behavioral patterns of Indian Alcohol consumption, says that the estimated consumption of alcohol would reach up to 16.8 billion liters by 2022. The report also says that the alcohol industry in Indian markets is growing at a CAGR of 8.8 percent. The figures infer that there is always a thriving market that creates an opportunity for the alcohol industry in India to strengthen its sales and revenue.
Despite pervasive alcohol harmful effects, India does not have a national alcohol policy system. Instead, alcohol policy solutions rely on state governments. Even though alcohol benefits the economy of India more than the revenue it generates. The state governments think of alcohol as a revenue-generating product. This thinking led to alcohol policy-making such as excise alcohol taxation being centered around revenue instead of public health.
Alcohol stores were closed nationwide from March 25, 2020, accepting social distancing protocols due to the deadly pandemic of COVID-19. While the reopening in May 2020 caused people to throng outside stores in massive numbers, and the government had to quickly re-analyze. Meanwhile, the New Delhi authorities introduced a “Special Corona Fee” of 70% on top of retail liquor costs. On the other hand, Mumbai shut down its liquor stores entirely within two days of its reopening. So, the administration exercised online home delivery of alcohol. On May 8, 2020, the Supreme Court of India examined that the states should find alternatives to liquor delivery. Here is where players like Zomato and Swiggy came into the process.
Methods for online delivery
As alcohol is regulated by the state government so different states are using different methods for online delivery of alcohol. These include,
Online purchase and issuing e-tokens for pickup,
Online purchase and home delivery through the alcohol portal, or
Online purchase and home delivery through a third-party delivery platform.
Difficulty faced during delivery
However, the delivery of liquor and its products is not as simple as the food delivery market. It is a highly regulated market. Different states have established different legal ages for alcohol consumption. Also, the suppliers have to obey multiple regulations and rules assessed by the government to stay within legal holds to deliver liquor.
Measures to ensure safe delivery
To secure the safe delivery of alcohol in obedience to laws, Swiggy introduced compulsory age confirmation and user authentication features on their application. Customers have to verify their age by uploading a picture of a valid government ID. A selfie is then also required for authentication that is verified by the platform using an AI-powered system. All the orders carry a special OTP, which is expected at the time of delivery and needs to be procured by the customer. There is also control over the quantity of liquor ordered.
Zomato, as well, has acquainted consumption and identity confirmation procedures, several safety procedures and inspections, to ensure credible and safe ordering and delivery of alcohol. There are age checks at the time of ordering as well as the delivery. There are product category maxima to stimulate responsible consumption. The application only has licensed alcohol retailers who have opted for the service.
Demerit of online delivery
Although this move by the delivery companies like Zomato and Swiggy has opened a new way for alcohol orders through smartphones, which promotes social distancing and consumer safety. But there is a high possibility that the delivery man can be attacked by goons for the bottles and, we know, what a person can do if he does not get goods to which he is addicted. Moreover, the young generation knows how to use the internet very well. So there is a possibility of a bad influence on the young generation of the country.
The movies of Alfred Hitchcock, seem to have a permanent place in both American and Global Cinematic history. He is a common topic to turn when discussing auteur directors, film history, suspense and psychoanalysis. His visual style is very distinct, the close-ups, subjective camerawork, unusual camera angles and the list goes on. Today, in this article, we intend to analysis the visual choices of Hitchcock’s most well known works including Vertigo, Rear Window and Psycho.
Sir Hitchcock before the shooting for Psycho (1960)
About Alfred Hitchcock
Sir Alfred Joseph Hitchcock (13 August 1899 – 29 April 1980) was an English filmmaker who was one of the most influential figures in the history of cinema. In a career spanning six decades, he directed over 50 feature films, many of which are still widely watched and studied today. Known as the “Master of Suspense“, he became as well known as any of his actors thanks to his many interviews, his cameo roles in most of his films, and his hosting and producing the television anthology Alfred Hitchcock Presents (1955–65). His films garnered 46 Academy Awards nominations, including six wins, although he never won the award for Best Director despite five nominations.
Sir Hitchcock
Techniques and Methodology of Hitchcock’s Works
Alfred Hitchcock’s attention to detail in his films is one of the many things that makes him one of the most recognized film auteurs of all time. He was very particular what about he wanted seen on screen and how he wanted to get those shots. From camera movements to the things found in the mise-en-scène, Hitchcock was very precise about every little thing that is seen in his on screen worlds. He would strategically place objects throughout the mise-en-scène and have characters wear certain clothing. By doing this, Hitchcock is able to let the audience know things about the characters and the plot without it having to be said on camera. Hitchcock once said that “If it’s a good movie, the sound could go off and the audience would still have a perfectly clear idea of what was going on” . To Hitchcock, the conversations in his films were not important. Visuals were of the utmost importance. He loved point of view shots, which showed a shot of the actor and then cut to a shot of what the actor was looking at in order to convey what the actor is looking at; pretty much, the Kuleshov effect.
Sir Alfred Hitchcock on the set of one of his movies
The soundtrack was extremely important to Alfred Hitchcock, as he managed to sync the music with the actions of the scenes. His most famous scene would be the shower scene in Psycho, where the orchestra is perfectly correlated with the murder. In his famous film, Hitchcock also incorporated the use of shot/reverse shot, a standard shot pattern that directors use to film conversations between two characters. In general, the actors avoid speaking directly to the viewer, because doing so acknowledges the audience’s presence and destroys the illusion of a naturally unfolding story. From panning shots, to tracking shots Alfred Hitchcock used his techniques in filming and editing in order to create great products that continue to intrigue audiences to this day.
James Stewart as Jeff and Grace Kelly as Lisa Carol in Hitchcock’s Rear Window (1954) movie
Analysis of The Film “Rear Window” (1954)
The cinematography ofRear Window mainly focuses on the use of lighting and shadows. With the darkness and mystery of the film, Alfred Hitchcock was able to use his lighting to his best advantage. The light always is picking up on important symbols or messages in the scene. Such as the scene when the salesman finally comes into Jeff‘s room, the light only picks up on Jeff’s most valuable senses; his hands and eyes. Along with the lighting, the interesting angles are very common. Not only did it create suspense, it creates confusion and the viewer wants to see more. Mise en Scene was very important in this film, as all of the scenes happened in the same group of apartments. In the city of New York, everything is very tight because of the huge population. The use of the differently decorated rooms also created personality and character for the roles who didn’t even speak.
Scene from Hitchcock’s Rear Window (1954) movie
Although sound and music weren’t always in the film, it was there when it needed to be. The traffic and sounds of the city were placed delicately to remind the viewer of the area. The mix of piano from the songwriter in one apartment, from the screeching violins during nail-biting moments, created emotions for the viewer. Editing was evident everywhere, especially during a fight scene, or used very consciously during high suspense. The fades were apparent from day to day, which helped the viewer better understand the passage of time.
Poster of Hitchcock’s Vertigo (1958) movie
Analysis of The Film “Vertigo” (1958)
Vertigo is a 1958 suspense thriller directed by Alfred Hitchcock, written by Alec Coppel and Samuel Taylor and based upon the 1954 novel ‘D’entre Les Morts’ by Pierre Boileau and Thomas Narcejac. Starring James Stewart, Kim Novak and co-starring Barbara Bel Geddes.
James Stewart as John Ferguson and Kim Novak as Madeleine in Hitchcock’s Vertigo (1958) movie
Vertigo is a film which functions on multiple levels simultaneously. On literal level it’s a mystery suspense story of a man hoodwinked into acting as an accomplice in a murder, his discovery of a hoax, and the unravelling of the threads of the murder plot. On a Psychological level, the film traces the twisted , circuitous routes of a psyche burdened down with guilt, desperately searching for an object on which to concentrate its repressed energy. Finally, on an allegorical or figurative level, it is a retelling of a immemorial tale of a man who has lost his love to the death and in hope of redeeming her descends into the underworld, the most famous of these stories being that of Orpheus and Eurydice in Greek Mythology. Vertigo’s complexity however does not end with this multilevel approach to its tale, the film also succeeds in blurring the already fine line between objectivity and subjectivity . It takes the viewers so far into the mind of its main characters ( Scottie, played by Hitchcock veteran James Stewart), that audiences’ own objectivity, at least initially, is lost and replaced by complete identification with Scottie’s fantasies and obsessions.
Anthony Perkins as Norman Bates in Hitchcock’s Psycho (1960) movie
Analysis of The Film “Psycho” (1960)
Hitchcock’s Psycho has been commended for forming the archetypical basis of all horror films that followed its 1960 release. The mass appeal that Psycho has maintained for over three decades can undoubtedly be attributed to its universality.
Scene from Hitchcock’s Psycho (1960) movie
In Psycho, Hitchcock allows the audience to become a subjective character within the plot to enhance the film’s psychological effects for an audience that is forced to recognize its own neurosis and psychological inadequacies as it is compelled to identify, for varying lengths of time, with the contrastingpersonalities of the film’s main characters. Hitchcock conveys an intensifying theme in Psycho, that bases itself on the unending subconscious battle between good and evil that exists in everyone through the audience’s subjective participation and implicit character parallels. The initial confrontation between Marion and Norman Bates is used by Hitchcock to subtly and slowly sway the audience’s sympathy from Marion to Norman. Hitchcock compels the audience to identify with the quiet and shy character whose devotion to his invalid mother has cost him his own identity. Upon the introduction of Norman, Hitchcock introduces the first of several character parallels within Psycho. The clash between Marion and Norman, although not apparent to the audience until the end of the film, is one of neurosis versus psychosis.
Anthony Perkins as Norman Bates and Janet Leigh as Marion Crane in Hitchcock’s Psycho (1960) movie
The fear that Psycho creates for the audience does not arise from the brutality of the murders but from the subconscious identification with the film’s characters who all reflect one side of a collective character. Hitchcock enforces the idea that all the basic emotions and sentiments derived from the film can be felt by anyone as the unending battle between good and evil exists in all aspects of life.The effective use of character parallels and the creation of the audience’s subjective role in the plot allows Hitchcock to entice terror and convey a lingering sense of anxiety within the audience through a progressively intensifying theme. Hitchcock’s brilliance as a director has consolidated Psycho’s place among the most reputable and profound horror films ever made.
Scene from Hitchcock’s Psycho (1960) movie
Conclusion
Alfred Hitchcock who has been entitled to the master of apprehension, suspense and fear, entices the audience to discern his unknown inner in a simulation over cinema curtain. Human, sets back his instincts for years; withholds sex and anger and wrap it in his inner depths where even is impenetrable for himself. But there is always probability of arising it in the society as a coarse event. Eruption of anger from sub-consciousness of Hitchcock’s characters brings along murder, crime and often imagination, tragic psychic disturbances. Anyone might be involved with the condition of these characters in real world. Most of Hitchcock’s movies create suspense in very first minutes of the show. The propensity to know arouses in him. He limits and draws attention of the audience to the film.Dark spaces, long and fearsome roads, deserted places and empty of habitat, are signs and symbols which sometimes refers to unaware and its inner events. Making use of sharp-pointed lines and thorn-shaped edges in locations and shades, which are taken from Gothic style, makes the movies horror and terror. Hitchcock through increasing vigilance, guides the audience toward making a powerful “ego” against incidents which mostly indicates determinism.
Assam the land of valleys Incredible India termed Assam as the land of “Blue Hills and Red River” also we can identify the state as the gateway to the North East India .It is where the nature seems to be very powerful surrounded with beauty of greenery . My birth place is Assam , from childhood I have attachment with the nature , the land of tea leaves and we know mostly people start their day drinking a cup of tea. Assam having different cultures we can find here Assamese , Bengali, Bodo, Karbi anglong and so many other tribes too.
We can find here varieties of languages and all of them live together in the state , Bihu is the famous festival in Assam where all the people dance and sing together celebrate the festival . Here Bengali
The word ‘business environment’ indicates the aggregate total of all people, organisations and other forces that are outside the power of industry but that may affect its production.
Business environment is an aggregate of all conditions, events and influences that surround and affect it. It is broad and ever changing as its separate elements interact. A single firm’s environment is narrow in scope than the total environment of business. It is complicated and continuously changing.” —Professor Keith
No business can exist in a vacuum. The rapidly changing business environment might shorten the life of a given strategy. The external changes might influence the activities and quality of decisions of both the firm and its competitors. George Salk says, “If you’re not faster than your competitor, you’re in a tenuous position, and if you’re only half as fast, you’re terminal.”
Hence, as Kenich Ohmae says that “environmental analysis is the critical starting point of strategic thinking.” Charles Darwin has said, “It is not the strongest of the species that survive nor the most intelligent, but the one most responsive to change.”
We live in a dynamic environment that changes all the time. Businesses must understand the changes in the environment and how these changes affect their performance. The process of thinking strategically requires that managers understand how the structure and competitive dynamics of their industry affect the performance and profitability of their companies. Armed with an appreciation of the forces in their industry that give rise to opportunities and threats, managers should be able to make better strategic decisions.
Successful managers must recognize opportunities and threats in their firm’s external environment. Regardless of the industry, the external environment is critical to a firm’s survival and success. A host of external factors influence a firm’s choice of direction and action.
The caste system in India finds its origin around 1500 BC on the arrival of Aryans. Primarily, it was based on the occupation one chooses to practice. For example, a religious leader performing sacred rituals was called Brahmin, while the one who was a part of a kingdom’s army ( a warrior ) was called Kshatriya etc. Every occupation and individuals associated with it were addressed with particular names like a cobbler was called Chamar, a blacksmith as Lohaar, etc. And all of these occupations were a part of 4 Varnas viz. Brahmin, Kshatriya, Vaishya, Shudra. Teachers, farmers were a part of Vaishya while Shudras consisted of artisans, blacksmiths, laborers, maids, etc.
Like most societies of the world, in India also the son inherited his father’s profession. And so there developed families, who professed the same family profession for generation in which, the son continued his father’s profession. Later on, as these families became larger, they were seen as communities or Jatis. Different families who professed the same profession developed social relations between them and organized as a common community, meaning Jati. But later this Varma system became rigid. There was merely any occupational fluidity left. A Brahmin’s son also became a Brahmin, a cobbler’s son had to become a cobbler and nothing else. If he aspires to become a Kshatriya (warrior), the society and societal norms did not permit him to do so. Perhaps, the Varna system which was primarily based on occupation had now become a basic identity attained by an individual right from his birth, hence evolving as the ‘CASTE SYSTEM’. Subsequently, the rigidity of this system proliferated on the advent of the norms like intra-caste marriage, where a Brahmin could marry only to a Brahmin, a Chamar (cobbler) only to a Chamar, a Kshatriya only to Kshatriya. Besides, it also stated hierarchy in the society where Brahmins were considered the elite and were at the top. Followed by the Kshatriyas, then Vaishyas, and then Shudras. There was another community that was excluded from the society, the UNTOUCHABLES (aka Dalits).
Everyone was expected to follow societal norms. The problem began when some did not wish to comply. As popularly said ‘Love knows no bounds’, couples who wished to get married and live together had to face backlash from society if they belonged to different castes. Such couples had to face a social boycott. Their families, as well, had to face a social boycott, many times, resulting in eviction from the village. As a result, the need to protect honor was palpable. Hence, honor killings were frequent in society. The caste-based hierarchy was strictly followed. Defiance was eligible for punishment. Dalits were not included in religious practices. They were denied entry to temples. Water reservoirs meant for the upper caste were not allowed access to Dalits. They were barred from educational institutions. Chhatrapati Shahu Maharaj made efforts to eradicate caste discrimination, educate people against caste prejudice. He also offered a scholarship to Dr. Babasaheb Ambedkar for his further studies in foreign universities. Dr. Ambedkar was intelligent and a studious one but was overwhelmed and fed up by the discrimination he faced resulting in his initiation of a battle against the Caste system and Brahmanical patriarchy. In March 1930, Dr. Babasaheb Ambedkar launched a satyagraha seeking that Dalits be allowed to enter and pray in the Kalaram temple at the pilgrimage center of Nashik in Maharashtra. Evidently, was opposed by the upper castes. He also initiated the Mahad satyagraha to thereby allow Dalits to drink water from a public tank only meant for the upper castes.
Reservations.
Chhatrapati Shahu Maharaj, in 1921, had first introduced reservations for SC, ST, and OBC people. Also, Dr. Babasaheb Ambedkar strived for reservations in government jobs and educational institutions in order to alleviate the socio-economic and educational backwardness of the lower castes. After 70 years of Independence, do we still need reservations? Few questions need to be answered first. Reservations were granted due to social inequality and discrimination. But has this social discrimination ceased to exist? Has the educational backwardness of lower castes alleviated? Are the untouchables (Dalits) and Shudras permitted entry to temples and educational institutions everywhere in India?
According to a research by IIT Delhi, there is a systematic bias against the socially and economically backward castes in the provisions of public schools. Eg: In the state of Uttar Pradesh, the villages where upper caste population in maximum, there is 1 government school for every 3 villages, while the villages where Schedule caste (SC) population is maximum, there is 1 school for every 10 villages. Also, in Schedule tribe (ST)-majority villages there is 1 school for every 12 villages. The situation is not any better in Madhya Pradesh or Maharashtra. A study has shown that upper caste villages are twice as likely to get secondary level school than Dalit ones. In SC-majority villages, the probability drops from 75% at primary level to 9% at secondary.
Talking about our society, even today, in many rural areas, Dalits get beaten up for entering temples. One such incident in Rajasthan’s Pali district, where a minor Dalit boy was tied and beaten allegedly by a group of upper-caste men after he tried to enter a temple. Two months before this, many incidents of atrocities were seen, particularly the wedding processions being attacked because Dalit grooms were riding on horses. In Jalgaon district of Maharashtra, Dalit boys were allegedly beaten as they were found swimming in a well, apparently meant for the upper castes. Villagers (many from the upper castes) allegedly caught them, stripped them, and paraded them naked around the village. After the video went viral, the then Union Minister Ramdas Athavle had condemned the incident, and subsequently, police arrested few men under the Prevention of Atrocities Act. Water is a natural resource and everyone has a right to it. But caste restrictions and discrimination haven’t left it untouched. When natural resources are denied to lower castes, how can we expect that resources like education and jobs aren’t denied to them? Our society, unfortunately, has continued to practice the age-old norms of casteism and discrimination associated with it. Hence, if society cannot ensure equal opportunities to the lower castes, then the government has to! This is why reservations were introduced and still continue to exist.
Ramachandra Guha is an Indian Historian and a columnist. His notable works include India After Gandhi and Gandhi: The Years That Changed the World. He has been awarded with several accolades for his achievements in the field of history. He has experiences of teaching at Yale University, the Indian Institute of Science and the University of California at Berkeley. He was also the Indo – American Community chair professor in 1997 and 1998.
A Corner of a Foreign Field is a fascinating fusion of Indian history and Indian cricket.The book is divided into four chapters titled Race, Caste, Religion and Nation respectively. The first three chapter greatly benefit from thorough research and the skill of a great historian. The last chapter contains more of the authors feeling and opinion. Nevertheless, the book does not suffer from the personal feeling of the author. Throughout the book, the reader can experience the author’s love for the game.
Palwankar Baloo
A Corner of a Foreign Field: The Indian History of a British Sport is a book about, one feels, the life of cricket in India so far. It is not just a history of the sport, but also a as much objective document of the sport as is possible. Cricket in India, as it is often said, is more than a sport. It evokes strong feelings from the audience and it won’t be an exaggeration to say that the team carries the burden of expectations of a billion people. Every on and off the field happening related to cricket is closely watched and excites opinions from all. This book views the unique sport through the lenses of race, religion, caste and nation. It speaks about the beginnings of cricket in India, how people reacted to this sport, its growth, impact and reception, BCCI, politics and much more. The book also gives insights into lives of people connected to the sport in one way or the other. The tales of cricketers like C. K Nayudu, Vijay Merchant, Palwankar Baloo and his brothers, Vijay Hazare makes it an interesting experience. It is astonishing how the game reflects the society at that point of time and the impacts each have had on one another throughout their history. It portrays the socio-cultural, political, economical aspects of the society by placing cricket at its centre. The book reflects the feelings of both an enthusiastic admirer of the sport and a historian keen on the socio-political happenings. The tales about cricketers are also good character sketches of the person. Not surprising, the story of Palwankar Baloo and his family is at the heart of this book as this originally began as a book about the life of Baloo. The book draws information heavily from newspapers of the day and the author uses this information beautifully to breathe life into the stories. The responses of various presses to the sport make for an interesting read. The knowledge of the author is seamless woven into the narrative. The writing of this book makes it an engaging experience even for a person not acquainted with the sport. Even for a fan of cricket, the book has much to offer and provide a great experience. It provides a whole lot new information and perspective even to a devoted follower of the sport.
Elie Wiesel’s Night is a personal account of the Holocaust. It narrates the experiences of a schoolboy in the camps of Auschwitz and Buchenwald. It is a poignant account of the cruelties imposed on man by man.
Elie Wiesel was a schoolboy who was born in Sighet and spent his life with his family. In 1944, he was taken to Auschwitz and then to Buchenwald. Immediately separated from his mother and sister, he is left with his father to work in the camp. The rest of the book recalls his experiences in the camp until he was released a year later. The book voices out the grief and despair of the inmates of the camp. The author successfully manages to express himself and provide a disturbing account of the Holocaust.
Eliezer Wiesel was a Holocaust Survivor who later became a writer, professor and an activist. He was born on September 30 in the year of 1928. He authored several book that bear witness to the experiences of concentration camps. He was honoured with the Nobel Prize for Peace in the year 1986. He dedicated his whole life for Jewish causes and human rights causes. He died in the year 2016.
“Then came the march past the victims. The two men were no longer alive. Their tongues were hanging out, swollen and bluish. But the third rope was still moving: the child, too light, was still breathing… And so he remained for more than half an hour, lingering between life and death, writhing before our eyes. And we were forced to look at him at close range. He was still alive when I passed him. His tongue was still red, his eyes not yet extinguished.
Behind me, I heard the same man asking: “For God’s sake, where is God?” And from within me, I heard a voice answer: “Where He is? This is where–hanging here from this gallows…”
That night, the soup tasted of corpses.”
Forced out of silence by experiences such as these, the author manages to create an enduring account of what an inmate went through in the camp. Though the book is short and the writing sparse, it makes the reader relive the suffering experienced by the people in the camp. It makes the reader empathize with the author and feel his disgust at humanity after reading the book.
Never shall I forget that smoke. Never shall I forget the small faces of the children whose bodies I saw transformed into smoke under a silent sky. Never shall I forget those flames that consumed my faith forever. Never shall I forget the nocturnal silence that deprived me for all eternity of the desire to live. Never shall I forget those moments that murdered my God and my soul and turned dreams to ashes. Never shall I forget those things, even were I condemned to live as long as God Himself. Never.
The pain that is contained in the words alone is sufficient to make one ponder about the absurdity and meaninglessness of inflicting pain upon fellow humans in the name of race, caste, or gender.
“If only I could get rid of this dead weight … Immediately I felt ashamed of myself, ashamed forever.”
“Here there are no fathers, no brothers, no friends”, a Kapo tells him. “Everyone lives and dies for himself alone.”
The book captures, with precision, the emotions of the human mind in the face of extreme suffering. Events such as doctors pulling out gold crown tooth, people who enjoyed watching people fight for a loaf of bread, a father abandoned by his son make one question about Faith and God just like the author.
“One day when I was able to get up, I decided to look at myself in the mirror on the opposite wall. I had not seen myself since the ghetto. From the depths of the mirror, a corpse was contemplating me. The look in his eyes as he gazed at me has never left me.”
After reading the last lines of this book, the reader’s mind is sure to be purged of trivialities and filled with a deep sense of empathy.
International Journal of Research (IJR) is an Open Acess, peer reviewed, international online publishing journal, which aims to provide a platform for the exchange of information covering all aspects of science, technology, and public policy including technicism, appropriate technology, microbiology, environmental studies, materials science and so on. Articles presenting original research in the field are expected for publishing in this journal.
IJRprovides a forum for sharing timely and up-to-date publication of scientific research and review articles. The journal publishes original full-length research papers in all areas related to corporate governance, human resource management, strategic management, entrepreneurship, marketing, e-business, services, information technology management, production & operations management, financial management, decision analysis, management research methods and managerial economics, etc. SJBM aims to enhance the dissemination of knowledge across the business and management community.
International Journal of Research (IJR) publishes articles in the disciplines of sustainable management and information technologies based on scientific and technological researches, as well as its methodology, concepts, function and principles and interaction among both disciplines. It aims to publish the advances and trends, and to collaborate in the dissemination of knowledge and show advances derived from researches conducted internationally.
IJR is an international, professional, and peer reviewed journal, it offers opportunities for the exchange of research results, experience and insights, and provides a forum for ongoing discussion between experts in any field of business and economic development. This journal focuses on marketing, management, finance, accounting, decision sciences, operations research and economics. The submission of manuscripts that meet the general criteria of significance and scientific excellence are encouraged.
International Journal of Research (IJR) provides a forum for sharing timely and up-to-date publication of scientific research and review articles. The journal publishes original research papers at the forefront of law and social sciences. The topics included and emphasized in this IJR journal are, but not limited to, law, political science, economics, environment, history, communication, sociology and safety. Current isssue of the journal is available at
The cosmetic market is a 1.3 billion dollar industry in FY2020, and the growth is only expected to be double in the future. The amazing growth of the industry, along with rapid digitization, led its way to the establishment of the e-commerce giant, Nykaa.
Nykaa was established by Falguni Nayar in 2021, as a retail company that sells cosmetic commodities online. However, after its enormous growth Nykaa also offers offline stores all across India. The company also offers comprehensive content that includes product reviews, beauty how-to videos, expert written articles, and even an e-magazine.
Origin of Nykaa
Prior to the coming of Nykaa, there was a huge discrepancy in regard to the beauty market. Falguni Nayar, the founder of the company, noticed the inconsistencies in the market of beauty products, and thus came the idea of the beauty e-commerce. ‘Nykaa’, the name comes from the Sanskrit word ‘nayaka’ which means actress or ‘one in the spotlight’.
Nykaa initially started as an online corporation and eventually turned to be an omnichannel strategy. Nykaa has its base in Mumbai, and showcases a wide variety of beauty and cosmetic products for all genders. Other than beauty and cosmetics, Nykaa is also a retailer for intimate wear, garments, jewellery, home décor and more. Nykaa also sells luxury brands such as Estee Lauder, Dior, Chanel, Gucci to name a few.
Soon after its success, Nykaa also launched its line of in-house products, under the same name. The products include a wide range of products from cosmetic to skin care to bath and body products and more.
About the founder
Falguni Nayar was a student at IIM Ahmedabad, where she pursued her MBA in Finance. She then joined Kodak Mahindra Capital Company, as an investment banker. She worked in Kodak Mahindra for 18 years, amidst which she decided to pursue her entrepreneurial venture, and resigned from the bank. And today, she is India’s first self-made billionaire.
The beauty and cosmetic products market in India was not at par with that of other countries like France and South Korea, despite of having a high demand market. She had the vision to see India in par with these countries in terms of catering to the beauty industry. And she thus, fulfilled her desire to established the online beauty sector a reliable source for consumers to confidently purchase authentic products.
Being passionate about beauty herself, she wished Nykaa to be a one stop solution for a Indian woman’s selfcare need, and change their grooming experience for the better. Nykaa’s motto Your beauty, Our passion, truly justifies their claim.
Future of Nykaa
Nykaa claims to make 5 million per month as revenue across India, and the numbers are only expected to grow. During the pandemic, online sector grew exponentially, and Nykaa shined exceptionally, helping India with delivering essentials during the lockdown.
Along with online deliveries, Nykaa has 80 plus stores all across India, and they are planning on growing 180 stores all over India by the year 2024. And they are further planning on expanding internationally.
Nykaa came into the spotlight when it launched IPO for subscription during the October 28 to November 1 2021, and fixed a price band of Rs 1085-1125 apiece for maidan offer. Nykaa was offered 81.78 times over the 2.64 crore shares that were being offered. Nykaa had a dream debut in its IPO where the market cap of the company crossed Rs 1 lakh crore. The valuation of Nykaa surged almost to $13 billion in its Indian market debut. And the valuation of Nykaa is only expected to grow further in the coming years.
Falguni Nayar started Nykaa at the of 50 with no prior experience, and changed the fate of Indian beauty industry. The biggest take away from this journey is that, age is just a number, and you can turn your dreams and passion into a billion dollar industry when you have an entrepreneurial mindset. Falguni Nayar will be an inspiration for the generations to come.
International Journal of Research (IJR) publishes a broad range of social science research and thinking on the interaction of natural resource ecology and management around the world and at multiple scales. Papers published in the journal go through a double-blind, peer review process and meet standards of contributing significantly to theory and/or transformative policies and practices, offering scholarly depth but broad appeal to our diverse readership. The mission of the journal is to conduct interdisciplinary research, instruction, and extension education to address the sustainable management and conservation of the fishery, forest, rangeland, and wildlife resources all over the world.
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International Journal of Research (IJR)serves as a forum for academics, policy makers and health care managers and professionals to communicate and discuss issues from the perspective of health economics and policy. This journal publishes rigorous empirical, analytical, and methodological research using advanced economic and policy analysis techniques applied to compelling topics in health research. The current issue of the journal is available at https://ijrjournal.com/index.php/ijr
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The topics related to this journal include but are not limited to:
International Journal of Research (IJR)is an international scholarly refereed research journal which aims to promote the theory and practice of engineering management, innovation, technology, management science, technology forecasting, and management engineering consulting. But the topics are not limited to these. We welcomes the submission of manuscripts that meet the general criteria of significance and scientific excellence. The current issue of the journal is available online at https://ijrjournal.com/index.php/ijr
Send papers for publication to editor@pen2print.org
The topics related to this journal include but are not limited to:
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Operations Management, Operations Research, and Supply Chain Management
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New Product Development and Product Engineering
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Systems Engineering
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Industrial Engineering
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Management Science
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Management Engineering Consulting
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Seamless Integration of Heterogeneous Technologies
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Emergent Complex Engineering Problems
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Management of Technology
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Technical Professionals
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Technical Organizations
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The Practice of Engineering Management
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Technology Forecasting
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Managing Research
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Engineering Activities
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Engineering Science and Technology
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Engineering Design
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Philosophical Foundations of Management in Theory and Practice
International Journal of Research (IJR)is an international peer-reviewed journal from eContent. It provides global perspectives on economic behavior and organization of benefit to scholars, educators, students, practitioners, policy-makers and consultants worldwide.IJR publishes articles from across the organization discipline. Original articles which inform organization research and practice from outside the discipline – such as from psychology, education, political science, sociology, statistics and research design – will also be considered. Current issue of the journal is available at https://ijrjournal.com/index.php/ijr
Send papers for publication to editor@pen2print.org
The topics related to this journal include but are not limited to:
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