eChapters

Introduction

Advertising agencies play a critical role in the marketing ecosystem by designing, planning, and executing advertising campaigns for businesses. These agencies act as intermediaries between brands and consumers, helping businesses effectively communicate their message. This chapter explores the role, functions, and impact of advertising agencies, incorporating both global and Indian perspectives.

Functions of an Advertising Agency

Advertising agencies provide a range of services essential for a successful marketing campaign. Their key functions include

1. Strategic Planning: Agencies conduct in-depth market research to identify target audiences and formulate effective advertising strategies. They analyze consumer behavior, competition, and market trends to design impactful campaigns.

Meaning of Advertising

According to Concise Oxford Dictionary, the word to advertise means to make generally or publicly with a view to increasing sales. The word ‘advertising’ is derived from the Latin word ‘advertese’ which means ‘to turn (the mind) to’. Advertising means providing adequate knowledge about some special product/service/idea to potential consumers so that they are stimulated to buy it. Adequate knowledge about a product means to let people know the name of the product, its function, size, price and place of its availability. The organizations providing service or idea give information regarding where, how and on what conditions their service or idea can be made available and how the same can be helpful to the people. Today is the age of competition. Consumers buy commodities after careful consideration. Under the circumstances, manufacturers are faced with the problem of how to motivate the consumers to buy their product. To find a solution to this problem, manufacturers make use of advertising.

Abstract
Abstract: India’s entrepreneurial landscape has evolved significantly, from ancient trade during the Kanishka Empire to the modern startup boom catalysed by the liberalization of the computer industry in the 1980s and the establishment of NASSCOM in 1988. The startup ecosystem gained momentum post the dot-com bubble, with historical roots tracing back to early 20th-century firms like IBM. The launch of the “Startup India” initiative in 2016 accelerated this growth, positioning India as a global startup hub. This study focuses on Maharashtra, India’s leading state with 3,661 recognized startups, ranking first in 2018 with 2,787 registrationsaccording to the Department of Industrial Policy and Promotion. With Mumbai and Pune as key startup hubs, the study explores the vibrant ecosystem, analysing its growth, challenges, and contributions to India’s economic landscape.
Keywords: Startup India, Entrepreneurship, Maharashtra, Startup Ecosystem, Liberalization, NASSCOM, Dot-com Bubble, Mumbai, Pune, Economic Development

Introduction

Agriculture and allied sectors contributing significantly to rural employment generation. It also contributes almost 18% of GVA (Gross Value Added) in Indian Economy at current prices (Economic Survey of India 2016-17). It remains sustaining livelihood security with nutritional security and help in social transformation of the country. Second half of 20th century witnessed the change of traditional and subsistence Indian agriculture into a commercial activity. Green revolution of sixties paved the way for entry of agribusiness companies selling seeds, fertilizers, pesticides and farm machineries. Agriculture today faces many challenges which include globalization and market liberalization, food price crises, natural resource depletion, climate change, rapid urbanization, changing production and consumption patterns, demographic changes etc. Market driven agriculture production is need of the hour since marketing has become a challenge for small farmers. Agri- preneurship development can be key in this scenario.

Introduction

More than three billion people are at risk of poverty due to land degradation caused by humans (Kansanga, Kerr, Lupafya, Dakishoni, & Luginaah, 2021). The implementation of Soil Sustainability Management (SSM) practices remains low among smallholder farmers, despite the fact that SSM has developed as a generally accepted technique to tackling soil degradation in Agro ecosystems (Kansanga et al., 2021). When it comes to food, water, energy, climate, biodiversity, and the provision of ecosystem services, soil plays a pivotal role in addressing these global environmental sustainability concerns (McBratney, Field, & Koch, 2014). The availability of food, fiber, clean water, and a varied landscape are all dependent on healthy soil.

INTRODUCTION

Mizoram is a hilly terrain lying in the north eastern part of the country. The total geographical area of the state is 21, 087 sq. km and lies between 92º 15/ to 93º 29/ E longitude and 21º 58/ to 24º 35/ N latitude. Out of six agro climatic zones of the NEH region, Mizoram comes under sub tropical hill zone and posses a sub tropical and humid climate due to high rainfall (Fig. 1). These climatic conditions are very conducive for the cultivation of a large number of agri-horticultural crops. The physiography of the state is divided into hills and valley lands. About 90 % area of the state comes under hills and only 10 % area is under valley. The valley lands are sporadically distributed in small patches except in Champhai district. The slope of the hills in Mizoram is much steep as compared to the other states in the North Eastern region. The land use statistics of the state is presented in Table1.

shrubs with crops and livestock in ways that create diverse, productive, and sustainable land-use systems. In natural farming, where minimal chemical inputs are used, agroforestry offers numerous environmental and economic benefits, making it a valuable approach for sustainable agriculture.
1. Soil Health and Fertility
Soil health and fertility are the cornerstones of any sustainable agricultural system, particularly in natural farming, where synthetic inputs are minimized or avoided altogether. Agroforestry, an agricultural practice that integrates trees and shrubs into farming systems, plays a key role in maintaining and enhancing soil health and fertility through natural processes. Here’s how agroforestry significantly improves soil conditions and sustains fertility over time. One of the primary ways agroforestry enhances soil fertility is through nutrient cycling. Trees and shrubs shed leaves, twigs, and other organic matter onto the soil surface, forming a layer of mulch. As this organic matter decomposes, it releases essential nutrients such as nitrogen, phosphorus, and potassium back into the soil, which are then available for uptake by crops. This process mimics the natural nutrient recycling seen in forests, reducing the need for chemical fertilizers and supporting the goal of low-input natural farming. Some tree species used in agroforestry are nitrogen-fixing, such as certain types of legumes like Gliricidia and Leucaena. These trees form symbiotic relationships with nitrogen-fixing bacteria in their root nodules, converting atmospheric nitrogen into forms that plants can use. As a result, these trees contribute nitrogen directly to the soil, boosting its fertility and helping to meet the nitrogen needs of companion crops without synthetic fertilizers. Agroforestry improves soil  structure by encouraging the formation of stable soil aggregates.

The unsustainable, faulty, environmentally detrimental modern agricultural practices and their plausible deleterious effects on one side and challenges like global climate change, ever shrinking land and water resources and loss of biodiversity on the other hand are the main problems that Agriculture is facing. Hence, there is a need to adopt a set of ecofriendly and climate smart practices to achieve sustainable development goals (SDGs). Agroforestry and organic farming (farming without chemicals) are the two important concepts projected to mitigate the effects of climate change, enhance soil health, encourage crop diversification, promoting biodiversity and achieving climate resilience. We made an attempt to synthesize the available information on the role of agroforestry in promotion of organic farming.

1. Introduction

Agroforestry is a land use system that integrates trees, crops and animals in a way that is scientifically sound, ecologically desirable, practically feasible and socially acceptable to the farmers (Nair, 1979). It is a collective name for land use systems and technologies, where woody perennials (trees, shrubs, palms, bamboos, etc.) are deliberately used on the same piece of land management units as agriculture crops and/or animals in some form of spatial arrangement or temporal sequence. It includes both ecological and economical interactions among the different components. Nearly 43% of world’s agricultural land has at least 10% tree cover, which suggests that agroforestry is widespread and infact, it is present in all continents. Agroforestry accounts for nearly 45.4 m-ha globally and 23.25 m-ha of land in India (Rizvi et al., 2019; Anonymous, 2020).

ABSTRACT

Tree component of agroforestry systems produce large biomass of varying nutrient concentration to serve as alternative to inorganic fertilizers under integrated nutrient management or organic farming. Additionally, agroforestry systems proved effective in conserving soil and rainfall and brought down soil loss up to 0.2 t ha^-1 and runoff up to 1.8 per cent of rainfall. Introduction of grasses in aonla conserved up to 31 cm of rainwater, 28 q ha^-1 of soil, 11 kg ha^-1 of N and 2 kg ha^-1 of K₂O. Conservation coupled with ameliorative capacity of agroforestry systems helped in building organic carbon and nutrients and improving soil physical, chemical and biological properties.

Management approaches to soil, including problems of soil degradation and low soil fertility, have recently undergone major changes. The earlier concept was to concentrate on achieving high levels of production from the more fertile areas, leaving the marginal lands for extensive use only. Steeply sloping and highly drought-prone areas were mostly left without any cultivation as production from these areas was hardly cost effective. Soil constraints were to be overcome by inputs like improved crop varieties, fertilizers, chemical control of pests and diseases, and the use of irrigation.

The approach of use of newly developed high yielding crop varieties, improved agronomic management practices, use of chemical fertilizers, efficient water management and timely plant protection measures has been successful in achieving large increases in crop productivity in recent years. On the other hand, continuous application of fertilizers at higher rates leads to environmental problems. Yield responses to fertilizers have declined because of soil physical degradation and micronutrient deficiencies. Above all, large numbers of poor farmers simply can neither afford high levels of fertilizers and other purchased inputs, nor do they have the capital to take on the risk involved in their use. Increasing the area under irrigation has also run into severe constraints in the form of limits to available freshwater resources.

In spite of the fact that the forests are the wealth of a nation and play a vital role in the economy of the country, not much attention has been paid to their promotion, protection and conservation. The forests of India have been reduced to 19.27 per cent (Gupta and Khajuria, 2000) and/or 23 per cent including 20.55 per cent forest cover and 2.48 tree cover (Sharma, 2005). It is much less than as prescribed in the National Forest Policy (1952), according to which onethird i.e. 33 per cent of the total land area of the country must be under forest.

4.1 Introduction

Pests and plant diseases pose serious risks to global agriculture (Strange and Scott, 2005; Oerke, 2006). Plant diseases and pests are the natural disasters that can impede a plant’s normal growth throughout the plant’s whole life cycle, from seed formation to seedling growth and may result in plant death (Liu and Wang, 2021). Diseases reduce yields in a number of important crops by 21–30% globally (Savary et al., 2019), whereas insect infestations reduce crop output by 30–33% annually (Kumar et al., 2019). For the management, accurate disease diagnosis and pest identification are essential. Artificial intelligence (AI) techniques can be a crucial addition to enable the monitoring of plant diseases and pests at a coarse scale, as traditional field scouting of these pests and diseases is labor-intensive, subject to bias, and typically shows low efficiency (Mahlein, 2016).

Agriculture is undergoing a revolution because of artificial intelligence (AI), which is replacing outdated techniques with more effective ones (Talaviya et al., 2020). AI intervention in agriculture is helping farmers increase productivity and reduce adverse environmental effects (Sujawat, 2021). The application of AI techniques has created new opportunities for scientific research as well as new instruments and ways for handling and analyzing vast volumes of data. An important benefit of AI is its capacity to spot patterns in data that are not immediately obvious or available to humans. This allows for previously unattainable new insights and discoveries (Angermueller et al., 2016; Eraslan et al., 2019). AI is currently changing how we work and live, yet its influence on pathology and entomology research is still underappreciated. AI’s cost-effectiveness, precision, quickness of performance, and adaptability are its core concepts in agriculture (Eli-Chukwu, 2019). In agriculture, artificial intelligence not only helps farmers use their abilities, but it also guides them to obtain better quality and larger yields with fewer resources (Khandelwal and Chavhan, 2019). AI-based technology addresses the issues that agricultural sector faces and helps to increase efficiency in all areas. These challenges include crop harvesting, irrigation, soil content sensitivity, crop monitoring, weeding, harvesting, and establishing.

Abstract

Natural plant products are known to prevent several deleterious diseases. This potency of plants to act as medicinal therapeutic source is due to the presence of various bioactive compounds including alkaloids, phenols, flavonoids and glucosinolates (GSLs). Among array of these compounds, GSLs are important class of plant secondary metabolites. The mechanical or physical injury to plant leads to the activation of this “GSL-myrosinase” system resulting in the formation bioactive compounds viz., thiocyanates, nitriles, isothiocyanates, and epithionitriles. Out of these compounds, isothiocyanates (ITCs) are well known for their therapeutic properties. Allyl isothiocyanate (AITC) commonly known as “mustard oil” is one of the naturally occurring ITC which is derived from hydrolysis of sinigrin, the major GSL in cruciferous vegetables like horseradish, wasabi, brussels radish etc. Due to high bioavailability in human body, it has been widely studied for its important bioactivities. Therefore, this review highlights the significant biomodulatory effects viz., antioxidant, antimutagenic, in vitro, in vivo anticancer, antimicrobial, and insecticidal activities of AITC.

Bone being a dynamic tissue undergoing constant biological changes, organic and mineral phases of fracture healing need an optimum general body metabolism and even a slight deviation from normal condition of the body is likely to cause considerable alterations in the healing process. Facture healing can be modified by variety of endogenous or exogenous factors that affect the metabolic function of cells. These factors include transforming growth factor beta, bone morphogenetic proteins, hormones, vitamins and prostaglandins. Anabolic steroids have the property of preventing the destruction and elimination of nitrogenous substances and minerals from the body. They help, thus, to have a positive nitrogen and mineral balance which is essential for healing and regeneration of any kind of tissue in a living organism. This chapter is undertaken to observe the effect of anabolic steroid (Durabolin) on fracture healing.

This study is conducted on ten clinically healthy adult New Zealand White rabbits of either sex divided into two equal groups (X and Z) consisting five animals each. All the animals are kept in standard diet and management throughout the experiment. In all animals, midshaft segmental defect (1cm) are created in both the ulnae under thiopental (2.5%) anaesthesia. In test group (Gr X), 10mg of Nandrolone phenyl propionate (durabolin) is injected intramuscularly in 5 days interval at 7 occasions. Lateral and anterio-posterior radiographs are taken on days 0, 7, 14, 21, 28 and 35 postoperative days. The radiographs are observed for progress of fracture healing and complications, if any, at different intervals.

Inflammation at the fracture site is increased upto 4^th postoperative days in all the animals of both groups, and then the limb is normal in appearance by day 7. Surgical wound healing is by first intention in all the animals. Earliest return of weight bearing is seen in animals of test group followed by control. Body weight and food intake are increased two-fold in the test group of animals.

Abstract

Anaerobes are a diverse groups of microorganisms which do not require oxygen or energy for respiration/metabolism and are one of the important components of nitrogen cycle. They are capable of using various other organic and even inorganic materials as electron acceptors during respiration. Anaerobic based wastewater treatment is a biological approach where microorganisms degrade organic contaminants (i.e. rich in carbon and nitrogen) in the absence of oxygen. In this chapter, the role of anaerobes in wastewater treatment has been discussed as it offers an alternative, cheap and eco friendly treatment technology among different biological treatment methods. Anaerobic biological treatment of wastewater is well developed, understood, and frequently used in anaerobic digesters to treat complex organic carbon and nitrogen compounds such as primary and secondary wastewater sludge. The anaerobic sludge contains diverse groups of anaerobic microorganisms that work together in association via a multistage processe consisting of the following biochemical reactions like hydrolysis, acidification, acetogenesis, and methanogenesis thereby converting the organic matter to biogas. The composition of biogas includes 70% methane (CH₄) and 30% carbon dioxide (CO₂) in addition to traces of other gases (e.g., H₂ and H₂S). The methane produced as a by-product can be used as an energy source. The potentiality of anaerobes in anaerobic based bioreactors for its maximum efficiency can be implemented in a variety of ways. The chapter discusses about the working principle, performance, treatment potential, and cost implication in the application of anaerobic treatment technology. The main bioprocess parameters such as pH, temperature, mixing, organic loading rate (OLR), and hydraulic retention time (HRT) have also been discussed in brief. Anaerobic treatment offers several benefits over aerobic treatment, including lower energy requirements, less chemicals, low capital, operation, and maintenance costs, and less sludge production. Hence, it saves money and the environment and overall simplifies the whole process.

Biofilms are resistant to antibiotics even at high concentrations (Costerton et al., 1999).This could happen when the diffusion of the antibiotic within the biofilm matrix is inefficient and results in slow growth rate of biofilm cells (Davey et al., 2000), there could be the presence of persistent cells and antibiotic-resistant small-colonies (Hogan and Kolter, 2002; Kolenbrander, 2000).Studies have proved that antibiotics can inhibit biofilm formation. An antibiotic azithromycin, is known to inhibit Pseudomonas aeruginosa biofilm. Biofilm colonies become resistant at higher concentrations of the antibiotics whereas at low concentrations these can be induced (Mah and OToole, 2001). P.aeruginosa is commonly present in the lungs of patients infested with cystic fibrosis. The clinical isolates show resistance to azithromycin (MIC>64 pg/ ml).However, low doses of azithromycin have shown improvement in lung function in patients with cystic fibrosis (Borriello et al., 2004). If antibiotics are given at low concentrations (below the MIC) than it induces biofilm formation in a variety of bacterial species. Sub-MIC concentrations of tobramycin can induce biofilm formation in P. aeruginosa. The use of antibiotics in agriculture, as growth promoters have shown to expose bacteria to low levels of the drugs and has caused havoc (Smith et al., 2002). Rachid et al. 

2.1 Introduction

Automation of agricultural field with IoT and microcontroller is new era of technology. Arduino based solution to agricultural field is open source platform. It can be used for developing data loggers and new sensors environment. The rate of solutions with Arduino and sensors is high as it is open source platform. The use of Arduino in agriculture can accelerate the growth of automation. Arduino can be interfaced with sensors like:

• Temperature
• Humidity
• Soil Moisture
• Water Pressure
• Water Flow and Water Metering
• Rain Gauge

Introduction

Agriculture has been the cornerstone of human civilisation for millennia, providing sustenance and livelihoods to communities around the world. As the global population continues to grow, reaching an estimated 9.7 billion by 2050, the need to ensure food security becomes increasingly urgent. However, this burgeoning demand for food coincides with numerous challenges such as climate change, dwindling natural resources, and the pressures of sustainable farming practices. To address these complex issues and meet the world's food requirements sustainably, modern agriculture must embrace innovative technologies. One such game-changing technology that has emerged in recent years is Artificial Intelligence (AI), which is revolutionising various industries, including crop production. AI is the simulation of human intelligence processes by machines, particularly computer systems. It encompasses a range of capabilities, including learning, reasoning, problem-solving, perception, and language understanding. When applied to agriculture, AI holds immense promise to transform how we grow crops, optimise resource utilisation, and enhance overall productivity (Fan et al., 2012). By leveraging AI's power, farmers can make data-driven decisions, improve efficiency, and implement precision farming techniques tailored to specific field conditions. By employing AI technologies, it is possible to mitigate the impact on natural ecosystems and enhance worker safety. This, in turn, can contribute to keeping food prices down and ensuring that food production remains in step with the growing global population (Ranjan et al., 2023).

Introduction

Fast and efficient dissemination of suitable technological information from the Agricultural Research System to the Farmers in the field and reporting of farmers’ feedback to the research system is one of the critical inputs in Transfer of Technology. Today India is at the verge of technology revolution with immense number of agriculture, home science and livestock technologies developed by the research institutes to enhance the agriculture and livestock production. These technologies have changed the total production of agricultural commodities in the country.

Abstract

Of the various rhizosphere associated bacteria, Azospirillum species are probably the most studied and appear to have significant potential for commercial application. During the last 35 years of studies of Azospirillum–plant interaction, over 20 proposals were suggested for the mechanism of action by which Azospirillum  enhances plant growth, yield and nutrient uptake. Besides, fixing the nitrogen with associative symbiosis, they impart a number of beneficial effects on plants such as phytohormone production, siderophore production, enzyme production, proliferation of root system, enhanced water and mineral uptake, mobilization of minerals, mitigation of environmental stressors of plants, and moderate biocontrol potential. The following plant responses to Azospirillum inoculation in agriculture crops were often reported: increase the germination percentage and height of the seedlings, increase the total number and length of adventitious roots and root hairs, increase the hydraulic conductivity of the root system, increase in the height of the shoot and dry matter production and yield of the crop plants. The effect of Azospirillum inoculation on the total yield increases of field grown plants generally ranged from 10 to 30 per cent. This article reviews the recent researches on role of Azospirillum in plant growth promotion.