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INTERNATIONAL JOURNAL OF CREATIVE RESEARCH THOUGHTS - IJCRT (IJCRT.ORG)

International Peer Reviewed & Refereed Journals, Open Access Journal

IJCRT Peer-Reviewed (Refereed) Journal as Per New UGC Rules.

ISSN Approved Journal No: 2320-2882 | Impact factor: 7.97 | ESTD Year: 2013

Call For Paper - Volume 14 | Issue 3 | Month- March 2026

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Volume 13 | Issue 8 |

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  Paper Title: SMART TRAFFIC FLOW OPTIMIZATION: AN AI AND BLOCKCHAIN APPROACH FOR PEAK HOUR EFFICIENCY

  Author Name(s): Rachana R, Kavya S, Divya J, Maladi Siva Rama Krishna

  Published Paper ID: - IJCRT2508550

  Register Paper ID - 292761

  Publisher Journal Name: IJPUBLICATION, IJCRT

  DOI Member ID: 10.6084/m9.doi.one.IJCRT2508550 and DOI :

  Author Country : Indian Author, India, 560027 , Bangalore, 560027 , | Research Area: Others area

Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2508550
Published Paper PDF: download.php?file=IJCRT2508550
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  Your Paper Publication Details:

  Title: SMART TRAFFIC FLOW OPTIMIZATION: AN AI AND BLOCKCHAIN APPROACH FOR PEAK HOUR EFFICIENCY

 DOI (Digital Object Identifier) :

 Pubished in Volume: 13  | Issue: 8  | Year: August 2025

 Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882

 Subject Area: Others area

 Author type: Indian Author

 Pubished in Volume: 13

 Issue: 8

 Pages: e847-e855

 Year: August 2025

 Downloads: 117

  E-ISSN Number: 2320-2882

 Abstract

Congestion during rush hours remains the emergent challenge in cities globally. Conventional traffic management systems, largely dependent on fixed timing or basic rule-based reasoning, fail to respond to dynamic traffic information and provide minimal assistance in extreme situations such as emergency vehicle travel. In this paper we propose a smart traffic management model integrating Reinforcement Learning and Blockchain technology to develop an even more responsive, transparent, and decentralized solution. Our RL agents are trained based on real traffic patterns in a simulated environment and adjust traffic signal timing dynamically to optimize traffic flow. Meanwhile, blockchain smart contracts on a blockchain system record the systems performance, trigger emergency responses, and ensure data integrity without the presence of any central authority. When an emergency vehicle is detected, the system overrides the RL agents' decisions briefly to give way, maintaining safety in a way that does not compromise learning. Simulation results demonstrate enormous reductions in waiting times of automobiles, clearing congestion, and handling emergencies appropriately. Simulation results present remarkable reductions in waiting times of automobiles, clearing congestion, and addressing emergencies appropriately.


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Smarter, safer and more efficient traffic infrastructures can be implemented smart city.

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  Paper Title: Design Of A Portable Fixture For Pipe Drilling To Enhance Accuracy And Safety

  Author Name(s): Ms. Dnyaneshwari Vitthal Gophane, Mr. Anand Dhanaji Kamble, Mr. Vijaykumar Prashant Devkate, Mr. Mauli Sanjay Gore, Mr. Akshay Nagesh Lokare

  Published Paper ID: - IJCRT2508549

  Register Paper ID - 292730

  Publisher Journal Name: IJPUBLICATION, IJCRT

  DOI Member ID: 10.6084/m9.doi.one.IJCRT2508549 and DOI :

  Author Country : Indian Author, India, 413304 , Pandharpur, 413304 , | Research Area: Science and Technology

Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2508549
Published Paper PDF: download.php?file=IJCRT2508549
Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2508549.pdf

  Your Paper Publication Details:

  Title: DESIGN OF A PORTABLE FIXTURE FOR PIPE DRILLING TO ENHANCE ACCURACY AND SAFETY

 DOI (Digital Object Identifier) :

 Pubished in Volume: 13  | Issue: 8  | Year: August 2025

 Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882

 Subject Area: Science and Technology

 Author type: Indian Author

 Pubished in Volume: 13

 Issue: 8

 Pages: e842-e846

 Year: August 2025

 Downloads: 136

  E-ISSN Number: 2320-2882

 Abstract

Drilling operations on circular pipes often face challenges due to the curved surface, which makes it difficult to maintain drill bit alignment and stability. This misalignment not only reduces the accuracy of the hole but also increases the risk of operator injury and tool damage. To address these limitations, a supporting attachment has been designed to provide a stable guide for the drill bit during pipe drilling. The tool ensures firm positioning, thereby improving precision, efficiency, and safety in repetitive drilling tasks. It minimizes material damage, reduces operator fatigue, and enhances productivity without requiring high-cost automated machinery. This solution is lightweight, portable, and adaptable for different pipe diameters, making it suitable for industrial applications in construction, plumbing, oil and gas, and manufacturing sectors. Overall, the proposed attachment contributes to improved accuracy, operator safety, and cost-effective drilling of circular pipes.


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 Keywords

Drilling attachment, Pipe drilling support, Precision drilling, Operator safety, Circular pipe machining, Productivity enhancement, Drilling fixture, Cost-effective tool design.

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Creative Commons Attribution 4.0 and The Open Definition


  Paper Title: Exploring Women's Political Participation and Empowerment in Rural India

  Author Name(s): Sonam Kumari, Md. Tariqe Anwar

  Published Paper ID: - IJCRT2508548

  Register Paper ID - 292341

  Publisher Journal Name: IJPUBLICATION, IJCRT

  DOI Member ID: 10.6084/m9.doi.one.IJCRT2508548 and DOI :

  Author Country : Indian Author, India, 202146 , Aligarh, 202146 , | Research Area: Life Sciences All

Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2508548
Published Paper PDF: download.php?file=IJCRT2508548
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  Your Paper Publication Details:

  Title: EXPLORING WOMEN'S POLITICAL PARTICIPATION AND EMPOWERMENT IN RURAL INDIA

 DOI (Digital Object Identifier) :

 Pubished in Volume: 13  | Issue: 8  | Year: August 2025

 Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882

 Subject Area: Life Sciences All

 Author type: Indian Author

 Pubished in Volume: 13

 Issue: 8

 Pages: e824-e841

 Year: August 2025

 Downloads: 135

  E-ISSN Number: 2320-2882

 Abstract

India has made a historic stride towards gender-inclusive governance with the constitutional mandate for women's reservation in Panchayati Raj Institutions (PRIs). However, in rural settings where patriarchal norms remain deeply embedded, the actual empowerment of elected women representatives warrants deeper examination. The Madhubani district of Bihar is characterised by social conservatism and democratic involvement; this study investigates the level of political participation, awareness, and empowerment of women leaders in this region. In order to gather information from 300 EWRs, including Mukhiyas, ward members, and block-level officials, a mixed-methods approach was used. This technique included both structured questionnaires and semi-structured interviews. Descriptive statistics, reliability testing (Cronbach's Alpha = 0.841), ANOVA, T-tests, Pearson correlation, PCA, and reliability analysis were all used to examine the quantitative data. According to the results, there is a robust positive relationship (r = 0.763-0.803) between political awareness and involvement. Formal civic participation and informal political speech were found to be the two most prevalent engagement patterns, accounting for 79.63% of the total variance, according to PCA. Women elected through reserved seats reported significantly greater confidence and autonomy. Empowerment outcomes such as social respect (mean: 3.78 vs. 2.12) and decision-making power were notably higher among active participants. The study concludes that while reservation policies have enhanced visibility and participation, sustained capacity building and socio-political support are critical to translating representation into genuine empowerment in rural India.


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 Keywords

Panchayati Raj Institutions, women's empowerment, rural India, reservation policy, political awareness, local governance, gender equality

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Creative Commons Attribution 4.0 and The Open Definition


  Paper Title: A COMPARATIVE ANALYSIS OF TRADITIONAL vs. DIGITAL RECRUITMENT METHODS: EFFECTIVENESS IN MUMBAI'S JOB MARKET

  Author Name(s): Ms. Pilai Binu Bhaskaran

  Published Paper ID: - IJCRT2508547

  Register Paper ID - 290139

  Publisher Journal Name: IJPUBLICATION, IJCRT

  DOI Member ID: 10.6084/m9.doi.one.IJCRT2508547 and DOI :

  Author Country : Indian Author, India, 400067 , Mumbai, 400067 , | Research Area: Management All

Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2508547
Published Paper PDF: download.php?file=IJCRT2508547
Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2508547.pdf

  Your Paper Publication Details:

  Title: A COMPARATIVE ANALYSIS OF TRADITIONAL VS. DIGITAL RECRUITMENT METHODS: EFFECTIVENESS IN MUMBAI'S JOB MARKET

 DOI (Digital Object Identifier) :

 Pubished in Volume: 13  | Issue: 8  | Year: August 2025

 Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882

 Subject Area: Management All

 Author type: Indian Author

 Pubished in Volume: 13

 Issue: 8

 Pages: e814-e823

 Year: August 2025

 Downloads: 203

  E-ISSN Number: 2320-2882

 Abstract

This research paper analyzes the effectiveness of traditional recruitment methods versus digital recruitment techniques in the Mumbai job market. As the world becomes increasingly digital, the recruitment process is also evolving. The study aims to provide insights into the adoption, efficiency, and impact of both traditional and digital methods on the recruitment outcomes in Mumbai, a city known for its dynamic business environment. The paper explores the advantages, limitations, and trends in the adoption of these methods and offers recommendations for organizations seeking to enhance their recruitment strategies.


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 Keywords

Recruitment, Digital, Traditional, Digital Transformation

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  Paper Title: An Analysis of migration pattern of seasonal migrants- A case study analysis from Purnea district, Bihar

  Author Name(s): Dr. Alok Kumar

  Published Paper ID: - IJCRT2508546

  Register Paper ID - 292769

  Publisher Journal Name: IJPUBLICATION, IJCRT

  DOI Member ID: 10.6084/m9.doi.one.IJCRT2508546 and DOI :

  Author Country : Indian Author, India, 110067 , New Delhi, 110067 , | Research Area: Arts1 All

Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2508546
Published Paper PDF: download.php?file=IJCRT2508546
Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2508546.pdf

  Your Paper Publication Details:

  Title: AN ANALYSIS OF MIGRATION PATTERN OF SEASONAL MIGRANTS- A CASE STUDY ANALYSIS FROM PURNEA DISTRICT, BIHAR

 DOI (Digital Object Identifier) :

 Pubished in Volume: 13  | Issue: 8  | Year: August 2025

 Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882

 Subject Area: Arts1 All

 Author type: Indian Author

 Pubished in Volume: 13

 Issue: 8

 Pages: e807-e813

 Year: August 2025

 Downloads: 143

  E-ISSN Number: 2320-2882

 Abstract

The overwhelming majority of households migrate in search of employment, reflecting the push-driven nature of migration caused by the scarcity of livelihood opportunities in local villages, districts, and the state as a whole. At the same time, the process of migration is heavily dependent on informal networks of assistance, particularly fellow workers, contractors, and kinship ties, which not only facilitate mobility but also provide protection against exploitation and insecurity. The negligible role of formal institutions such as labor unions highlights a significant gap in organized support and protection for migrant workers. Thus, seasonal migration emerges as both a coping strategy for survival and a socially mediated process, where economic compulsions intersect with community-based networks to shape the overall migration experience.


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 Keywords

labour, migration, livelihood, work, Type of assistance

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  Paper Title: Trash Intelligence: Investigating How AI Exploits Deleted Data and Digital Dustbins in Cybersecurity

  Author Name(s): Musunuri Akhil, Umadevi Ramamoorthy

  Published Paper ID: - IJCRT2508545

  Register Paper ID - 292755

  Publisher Journal Name: IJPUBLICATION, IJCRT

  DOI Member ID: 10.6084/m9.doi.one.IJCRT2508545 and DOI :

  Author Country : Indian Author, India, 560043 , Banglore, 560043 , | Research Area: Science and Technology

Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2508545
Published Paper PDF: download.php?file=IJCRT2508545
Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2508545.pdf

  Your Paper Publication Details:

  Title: TRASH INTELLIGENCE: INVESTIGATING HOW AI EXPLOITS DELETED DATA AND DIGITAL DUSTBINS IN CYBERSECURITY

 DOI (Digital Object Identifier) :

 Pubished in Volume: 13  | Issue: 8  | Year: August 2025

 Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882

 Subject Area: Science and Technology

 Author type: Indian Author

 Pubished in Volume: 13

 Issue: 8

 Pages: e795-e806

 Year: August 2025

 Downloads: 133

  E-ISSN Number: 2320-2882

 Abstract

The advent of artificial intelligence (AI) and data-driven technologies brought new depths to cybersecurity where interpolated, or dumped data can equally serve as a valuable asset. The idea is named Trash Intelligence based on the view that AI tools utilize trash data to reveal sensitive information left behind by digital users; e.g., deleted files, caches, and logs. Although organizations believe that the data deleted is no longer readable, research indicates that digital waste can easily be retrieved, and therefore it exposes them to great threats of hacking and exploitation [4], [13]. Emerging digital and circular economy technologies, including blockchain and Internet of Things have been deployed successfully to physical and e-waste management [1], [8], yet there is a dearth of studies on the cybersecurity impact of digital dustbins. Machine learning methods have already been shown to be useful in waste forecasting, optimization and resource recovery [10], [5] implying that malicious actors may similarly use machine learning to extract sensitive information. This paper will discuss the possibility of AI tapping on digital residues and how it can be possibly attacked and the countermeasures. This gap is connected to the linkage of concepts in the three fields (waste management, circular economy, and cybersecurity). Therefore, the study identifies an actual research gap to secure the data disposal activities in the AI-driven setting.


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 Keywords

AI, Cybersecurity, Deleted Data, Trash Intelligence, Digital Dustbins.

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Creative Commons Attribution 4.0 and The Open Definition


  Paper Title: Important Impact of PTEN tumor suppressor Gene has using in CRISPR-CAS9 Gene Editing Technology of ChopChop Version 3 Method with IDT Technology Analysis that In-Silico approach detects in the Endometrial Cancer.

  Author Name(s): Atreyee Majumder

  Published Paper ID: - IJCRT2508544

  Register Paper ID - 292654

  Publisher Journal Name: IJPUBLICATION, IJCRT

  DOI Member ID: 10.6084/m9.doi.one.IJCRT2508544 and DOI : https://doi.org/10.56975/ijcrt.v13i8.292654

  Author Country : Indian Author, India, 700056 , KOLKATA, 700056 , | Research Area: Life Sciences All

Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2508544
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Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2508544.pdf

  Your Paper Publication Details:

  Title: IMPORTANT IMPACT OF PTEN TUMOR SUPPRESSOR GENE HAS USING IN CRISPR-CAS9 GENE EDITING TECHNOLOGY OF CHOPCHOP VERSION 3 METHOD WITH IDT TECHNOLOGY ANALYSIS THAT IN-SILICO APPROACH DETECTS IN THE ENDOMETRIAL CANCER.

 DOI (Digital Object Identifier) : https://doi.org/10.56975/ijcrt.v13i8.292654

 Pubished in Volume: 13  | Issue: 8  | Year: August 2025

 Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882

 Subject Area: Life Sciences All

 Author type: Indian Author

 Pubished in Volume: 13

 Issue: 8

 Pages: e779-e794

 Year: August 2025

 Downloads: 174

  E-ISSN Number: 2320-2882

 Abstract

The CRISPR-associated protein 9 (Cas9) system is primarily a defensive mechanism utilized by bacteria to protect themselves from phage invasion. Endometrial cancer, a particular type of gynecological cancer, poses a serious hazard to people all over the world because to the high occurrence of the PTEN gene mutation. It has, however, been purposely exploited as a powerful foundation for RNA-guided DNA targeting, making genome editing, transcriptional disruption, epigenetic alteration, and genome imaging more manageable. When using a fusion protein of nuclease-deficient Cas9 and effector domain, this technology allows for precise manipulation of any genomic sequence specified by a short stretch of guide RNA, allowing for the elucidation of gene function involved in disease development and progression, correction of disease-causing mutations, active therapeutic approaches include rectifying disease-causing mutations, inactivating oncogenes, and activating deactivated cancer suppressor genes. The CRISPR-Cas9 in-silico operation was performed using the ChopChop technique version 3. CHOPCHOP is suitable for a variety of CRISPR applications, including gene knock-out, sequence knock-in, and RNA knock-down. Using CHOPCHOP's visualization, gRNAs may be chosen through knowledge and experimentation. CHOPCHOP v3 broadens the variety of DNA targeting methods available. Among these are (i) mechanisms for nanopore enrichment. Targeted sequencing is the process of obtaining high-quality sequencing reads in a specified area of interest. CHOPCHOP v3 is limited to sgRNA searches inside each isoform, which necessitates knocking off the PTEN gene with IDT Technology. The gRNA had to be selected for usage since "Molecular Scissor" is a procedure that uses primer design to assist the UCSC Genome Browser in measuring the variation of the intron and exon variation in the targeted gene by target sequences. Furthermore, this programmable endonuclease technique allows scientists to investigate the roles of multiple gene sequences concurrently by targeting multiple genomic loci in a single experiment, greatly accelerating our understanding of pathological processes involving large sets of genes or mutations, such as tumor development. CRISPR-based genome-wide screens using single-guide RNA (Sg RNA) libraries can be used to identify drug-target or disease-resistance genes, such as novel tumor suppressors or oncogenes, as well as to rapidly assess therapeutic targets. Drug-target or disease-resistance genes, such as novel tumor suppressors or oncogenes, can also be exploited to quickly identify therapeutic targets. The CRISPER-CAS9 gene editing technique, as a novel therapeutic impact method, emphasizes the need of understanding the mechanism of endometrial cancer therapy. CRISPRs, or clustered regularly interspaced short palindromic repeats, were developed as a gene editing tool. CRISPR-associated (CAS) nucleases, which are guided by single guide RNAs (sgRNAs), can be used to fix mutations in disease-associated genes and delete specific genes. When it comes to creating genetic alterations or mutations, the CRISPR/Cas9 system outperforms earlier methods.


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 Keywords

CRISPER-CAS9, Endometrial cancer, PTEN gene, ChopChop method, IDT Technology, guide RNA

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Creative Commons Attribution 4.0 and The Open Definition


  Paper Title: Development Of Kit For Urea Detection In Milk And Experimental Study On Spread Of Adulteration

  Author Name(s): Miss. Harshala Sharad Gite, Miss. Gauri Sanjay Matale, Mrs. Roma M Sharma

  Published Paper ID: - IJCRT2508543

  Register Paper ID - 291760

  Publisher Journal Name: IJPUBLICATION, IJCRT

  DOI Member ID: 10.6084/m9.doi.one.IJCRT2508543 and DOI :

  Author Country : Indian Author, India, - , -, - , | Research Area: Science and Technology

Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2508543
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  Your Paper Publication Details:

  Title: DEVELOPMENT OF KIT FOR UREA DETECTION IN MILK AND EXPERIMENTAL STUDY ON SPREAD OF ADULTERATION

 DOI (Digital Object Identifier) :

 Pubished in Volume: 13  | Issue: 8  | Year: August 2025

 Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882

 Subject Area: Science and Technology

 Author type: Indian Author

 Pubished in Volume: 13

 Issue: 8

 Pages: e754-e778

 Year: August 2025

 Downloads: 178

  E-ISSN Number: 2320-2882

 Abstract

Adulteration of food products, especially milk, poses a significant threat to public health and safety. The use of urea as an adulterant in milk is a common practice, leading to serious health risks. To address this growing concern, we have developed IKshan, a revolutionary urea detection kit made from soybean flour, offering a simple, eco-friendly, and cost-effective solution for identifying urea adulteration in milk. The name ??shan, meaning "care" in Hindi, reflects our commitment as pharmacists to prioritize the well-being of society. This study investigates the spread of adulteration in commonly used food items such as turmeric powder, milk, ghee, and edible oils. Various adulteration testing methods were employed across different samples, and the results were analyzed graphically to distinguish between adulterated and unadulterated samples. The graphical representation highlights the extent of adulteration and its widespread nature in everyday consumables. Through the development of strip, we aim to provide a reliable tool for consumers to easily detect urea in milk, ensuring better food safety practices. The findings of this study underscore the necessity for innovative solutions to combat food adulteration, ensuring the safety and integrity of products consumed daily.


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 Keywords

Adulteration, Unadulterated,Consumers, Urea

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  Paper Title: Sustainable Retrofitting Of Fire Damaged Cement And Geopolymer Concrete Slabs Using Hybrid Basalt And Carbon Fiber Reinforced Polymers.

  Author Name(s): Chethan Kumar S, Dr. Ashwini L.K.

  Published Paper ID: - IJCRT2508542

  Register Paper ID - 292766

  Publisher Journal Name: IJPUBLICATION, IJCRT

  DOI Member ID: 10.6084/m9.doi.one.IJCRT2508542 and DOI :

  Author Country : Indian Author, India, 562159 , Ramanagara, 562159 , | Research Area: Science and Technology

Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2508542
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  Your Paper Publication Details:

  Title: SUSTAINABLE RETROFITTING OF FIRE DAMAGED CEMENT AND GEOPOLYMER CONCRETE SLABS USING HYBRID BASALT AND CARBON FIBER REINFORCED POLYMERS.

 DOI (Digital Object Identifier) :

 Pubished in Volume: 13  | Issue: 8  | Year: August 2025

 Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882

 Subject Area: Science and Technology

 Author type: Indian Author

 Pubished in Volume: 13

 Issue: 8

 Pages: e736-e753

 Year: August 2025

 Downloads: 114

  E-ISSN Number: 2320-2882

 Abstract


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 Keywords

Geopolymer concrete, Fire damage, Retrofitting, Fiber Reinforced Polymer (FRP), Hybrid CFRP-BFRP, Load-bearing capacity, Sustainable construction.

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Creative Commons Attribution 4.0 and The Open Definition


  Paper Title: The Role of Employer Branding in Recruitment Success: A Study of Companies in Mumbai

  Author Name(s): Ms. Pilai Binu Bhaskaran

  Published Paper ID: - IJCRT2508541

  Register Paper ID - 292273

  Publisher Journal Name: IJPUBLICATION, IJCRT

  DOI Member ID: 10.6084/m9.doi.one.IJCRT2508541 and DOI :

  Author Country : Indian Author, India, 400067 , Mumbai, 400067 , | Research Area: Management All

Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2508541
Published Paper PDF: download.php?file=IJCRT2508541
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  Your Paper Publication Details:

  Title: THE ROLE OF EMPLOYER BRANDING IN RECRUITMENT SUCCESS: A STUDY OF COMPANIES IN MUMBAI

 DOI (Digital Object Identifier) :

 Pubished in Volume: 13  | Issue: 8  | Year: August 2025

 Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882

 Subject Area: Management All

 Author type: Indian Author

 Pubished in Volume: 13

 Issue: 8

 Pages: e729-e735

 Year: August 2025

 Downloads: 138

  E-ISSN Number: 2320-2882

 Abstract

This study explores the role of employer branding in recruitment success among companies in Mumbai, one of India's largest and most competitive job markets. Employer branding refers to the reputation and image of a company as an employer, and its influence on attracting and retaining top talent. With the growing emphasis on creating a distinct organizational identity, the research examines how employer branding strategies such as online presence, employee value propositions (EVP), corporate social responsibility (CSR), and employee testimonials affect recruitment outcomes. The study uses a quantitative approach, gathering data from 100 companies in diverse sectors, including IT, banking, healthcare, and retail. Findings reveal that a strong employer brand significantly improves recruitment success by reducing time-to-hire, enhancing the quality of applicants, and lowering recruitment costs. Moreover, employer branding influences candidate decision-making, with candidates more likely to apply to organizations with a strong, positive brand image. The study also finds that employer branding plays a crucial role in employee retention and engagement, as companies with a strong brand identity experience higher retention rates. These results emphasize the strategic importance of employer branding in Mumbai's competitive labor market, suggesting that companies investing in their brand image can attract top talent and achieve greater recruitment success.


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 Keywords

Employer Branding, Recruitment, Mumbai, Talent.

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ISSN: 2320-2882
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