Vellore Institute of Technology (VIT) is a private university located in&nbsp;Tamil Nadu, India. Founded in 1984, as Vellore Engineering College, the institution offers 20 undergraduate, 34 postgraduate, four integrated and four research programs. It has campuses in Vellore, Amravati, Bhopal and Chennai.

VIT is one of the top ranked private universities in India according to NIRF, THE and QS Rankings.&nbsp;Govt. of India has recognized&nbsp;VIT, Vellore as an&nbsp;Institution of Eminence. This has allowed VIT to take independent quality initiatives and move up in world ranking.

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VIT University

Department of Social Sciences

It is now established that metastable colloidal nanoparticles (NPs) are subjected to interactions with proteins in biological media leading to the formation of a protein corona on the NPs. The physiochemical and biological activity of the NPs is further determined by the bio-nano interface. However, in a realistic biosystem, multiple layers of interaction that the NPs may encounter even after protein coronation are generally overlooked. In the present study, carboxy and amine-functionalized CdSe quantum dots (QDs) were utilized as the primary NPs for protein corona formation using fetal calf serum. The quantitative and the qualitative aspects of the protein corona varying with respect to the surface functionalization of the QDs were analyzed. A second layer of complexity was added in the experimental setup by interacting the coronated-QDs with nanoplastics as a major pollutant source. The colloidal stability and the physiochemical parameters of the coronated-QDs in the presence of three differently functionalized polystyrene beads (plain, aminated, and carboxylated) were assessed using transmission electron microscopy, dynamic light scattering, and zeta-potential measurements. A complex interplay of interactive forces and direct bonding of amino acids with the benzene ring of the PS-beads led to the development of a coronated-QD-PS complex in the size range of 400 nm. To assess the overall protein leaching, the coronated-QD-PS complex was further subjected to different pH-triggers. Atomic absorption spectroscopy was used to analyze the combinatorial effect of the protein corona and the PS-beads on the Cd2+ ion release from the QDs. The novel approach of the study aims to include the complexities of a realistic reaction milieu wherein NP interactions are not just limited to proteins. © 2021 The Royal Society of Chemistry and the Centre National de la Recherche Scientifique.

World University root node

School of Social Sciences & Languages

Vellore Campus

Centre for Bio-Separation and Technology

Centre for Nanobiotechnology

New Journal of Chemistry

Exploring the interactions between protein coronated CdSe quantum dots and nanoplastics

Introduction: Diabetes is a global health concern and also a major contributor to mortality in most developing countries. People usually choose the best available option to derive maximum satisfaction from healthcare services. Based on this the present study has been done to the factors influencing the choice of healthcare services of diabetic patients. Objective: The main aim of this study is to analyse the factors determining the diabetic patient’s choice of healthcare services. Methods: To analyse the socio-economic factors determining the diabetic patient’s choice of healthcare services, a binary logistic regression model was used. Results: Factors such as age, education, gender, monthly income and treatment cost were found to be the determinants. Peo-ple’s choice of health care services was not identical and needs to be improved. At .000 p – valve treatment cost had a significant impact on healthcare choice. Conclusion: The study suggests that increasing formal education on patients with diabetes would help them in choosing the appropriate healthcare services and they would be able to afford healthcare charges on their own. © IJCRR.

International Journal of Current Research and Review

Socio-economic factors influencing the diabetic patients choice of healthcare services in vellore, tamil nadu

Journal of Social Welfare and Management

Role of Pradhan Mantri Gram Sadak Yojana (PMGSY) in Rural Development

There is an increasing presence of ‘femvertising’ in the media; an advertising style that highlights women’s talents, centers themes on pro-woman messaging and counters stereotyping. However, no systematic attempt has been made to establish the reasons leading to its increasing social acceptance. This article identifies the major factors leading to femvertising: (1) growing activism around the better representation of women in advertising; (2) brand activism and conscious capitalism; (3) the criticism of corporate and commodity feminism; (4) increasing awareness of gender stereotyping; (5) and increasing scrutiny by regulatory bodies on gender role representations in advertising. We conclude that femvertising is a phenomenon resulting from the combined effect of the five factors above. We propose that future studies in femvertising should address the remaining issues of lack of authenticity, dilution of feminist discourse, interconnection with social movements as well as linkages to increased representation of women in advertising, both to construct a full picture of the current state of femvertising and to understand its future configuration in a shifting social and ideological environment. © 2020 Informa UK Limited, trading as Taylor & Francis Group.

Feminist Media Studies

Feminism in advertising: irony or revolution? A critical review of femvertising

Advertisement plays an essential role in changing the consumer behavior towards a particular product. This study is conducted to explore the collision of environmental and emotional response on consumer buying behavior. Advertisement reminds its impact on consumer mind which attracts them to buy that particular product. The responses of 200 respondents are gathered from different universities of Faisalabad region of Pakistan through a circulated well-structured questionnaire. Multiple regression technique is used as a statistical tool and empirical results reveal that emotional response play positive and significant role to influence the consumer buying behavior. On the other hand, negative and significant role of environmental response has been seen in determining the consumer buying behavior.

SSRN Electronic Journal

Impact of Advertisement on Consumers Buying Behavior

The new trend of pro-woman, counterstereotype advertisements termed ‘femvertising’ is gaining popularity and social acceptance. Social cognitive theory postulates that children learn from social experiences including those from media by identifying with other individuals, observing such models, processing their behaviour and later imitating such behaviour most often in a way considered gender-appropriate by society. We conducted an experiment in India, a collectivist society with a strong patriarchal culture, to test the effects of advertisements on the self-esteem of adolescent boys and girls and to examine the impact of media strategies applied in the classroom and aimed at stereotype reduction. In the study, adolescent boys and girls were randomly treated with stereotypical, neutral or femvertising ads. A three-way mixed ANOVA identified a significant effect of treatment and time in the femvertising group. The study demonstrates the efficacy of femvertising ads depicting women empowerment and counterstereotype imagery as classroom aids, as part of media strategies to minimize the effects of gender bias at homes and communities, and to enhance gender sensitization. © 2020 Elsevier Ltd

Children and Youth Services Review

Femvertising as a media strategy to increase self-esteem of adolescents: An experiment in India

Asian Journal of Research in Social Sciences and Humanities

Role of Education on Dowry Prohibition

Pharmaceutical industry is a fastest growing industry in India. It is valued at above US 40 billion dollars. India exports large amount of drugs to difference parts of the world. Nowadays people are conscious of what they buy. Even if doctors prescribe a medicine, consumers resort to internet to get more information on the medicine before they consume it. Consumers have different perceptions on various kinds of drugs. Understanding the consumer attitude towards drugs will help the marketers to formulate marketing strategies better. The present study examines as to what the consumers look out when they reach to purchase a drug from the pharmacy. This paper scrutinizes and gives insights on consumer behavior and their attitudes towards buying different types of pharmaceuticals (like over-the counter drugs, herbals, ayurvedic, analgesics etc). The paper highlights the importance of factors like price, trust and brand in making importance purchase decisions. Further it was also observed that most of the people prefer buying over-the-counter drugs, which might end up being misused by the consumers. However, it was also found that consumers try to be well-aware of the medicine before buying or consuming it. Along with it, price sensitivity is something which majorly dominates the buying behavior of the consumers.