http://repoi.jaipuria.ac.in:80/jspui/handle/123456789/1141 2026-10-03T21:28:50Z http://repoi.jaipuria.ac.in:80/jspui/handle/123456789/1143 Title: Bridging the Gap for Tenant Farmers: A case study of Guntur district, Andhra Pradesh Authors: Pandey, Ghanshyam Abstract: The present study investigates the impact of Crop Cultivation Rights Cards (CCRC) on the livelihoods of tenant farmers. The CCRC, introduced by the Andhra Pradesh government in 2019, is designed to make it easier for tenant farmers to obtain formal credit and government facilities. Descriptive statistics, two-way ANOVA, and Chi-square tests were used to analyse the data. The study reveals that half of the farmers possess CCRCs, which are essential for accessing government services, support, and credit in the study area. The majority of farmers reported multiple benefits from possessing CCRCs, including improvements in the living conditions of tenant farmers. The study concludes that CCRCs represent a positive step toward tenant recognition but remain constrained by landlord dominance and weak institutional delivery. Policy measures such as mandatory lease registration with safeguards, stronger monitoring of Rythu Bharosa Kendras, and revised credit ceilings are recommended. The paper contributes to debates on tenancy reform by providing micro-level evidence on the functioning and limitations of CCRCs in Andhra Pradesh. 2025-12-01T00:00:00Z http://repoi.jaipuria.ac.in:80/jspui/handle/123456789/1142 Title: Mahindra Thar Roxx: gliding into the future of sports utility vehicles Authors: Mathur, Gaurav Abstract: On 15 August 2024, Mahindra Automobiles launched Mahindra Thar Roxx marking a transformative step in Mahindra’s sports utility vehicle (SUV) strategy by extending the Thar brand into a more family-oriented and comfort-driven segment while retaining its rugged off-road legacy. The company used a fully digital unveiling with actor John Abraham hosting the premiere on YouTube. Simultaneously, selected automobile influencers released early review videos comparing Roxx with competing SUVs. These influencer-driven reviews, combining technical evaluation and storytelling, generated significant buzz—nearly a billion YouTube views in a week showcasing how influencer marketing was becoming pivotal in shaping consumer opinion in India’s growing SUV market. The success of the unique social media promotional strategy would rely upon the momentum in product optimisation and continued digital engagement. If sustained, the Thar Roxx could redefine influencer marketing in high-value consumer goods and solidify Mahindra’s dominance in India’s SUV segment. 2026-04-22T00:00:00Z