Published Papers

This study investigates the effectiveness of the decoy effect in influencing consumer decision-making under different pricing conditions. An online survey was conducted among 91 participants using hypothetical scenarios involving streaming service subscriptions and fast-food meal plans. Participants made purchasing decisions under control, discount, and markup conditions before and after being informed about the decoy effect. The results suggest that the decoy effect influenced purchasing decisions, with discounts increasing preference for the target option and markups reducing its attractiveness. After participants became aware of the pricing strategy, its influence weakened. Only minor differences were observed across age groups and gender, while ethical perceptions of personalised and decoy pricing were generally neutral. These findings highlight the importance of pricing strategies and consumer awareness in shaping purchasing behaviour. 

Recent shortages in Diet Coke beverage cans in India due to trade constraints because of the West-Asia crisis prompt an investigation into the larger issue regarding India’s reliance on imports of Aluminium specialty products (sheets and beverage-grade cans) despite being the world’s 2nd Largest Aluminium Producer. This apparent contradiction forms the foundation for this research. This study analyses the five main constituent stages that lead to the final product of beverage-grade cans, including bauxite mining to primary aluminium smelting to can-sheet rolling, quantifying the value added in each stage and attempting to identify the bottleneck in India’s Aluminium Production capabilities. The findings indicate that India's strengths lie in upstream activities such as mining, refining, and primary aluminium production, while comparatively limited domestic capacity in specialised beverage can-sheet rolling, which has created a reliance on imports. The research concludes that this dependence is not the result of insufficient aluminium resources but is affected by a multiplicity of factors such as historically low demand and preference for plastic/PET beverage bottles, economics of scale and preference of producing other Aluminium Products. 

Three nose shapes of equal length and equal base diameter are compared here: a cone, a tangent ogive, and a parabolic profile. Each is 1000 mm long with a base diameter of 256 mm, so only the curve between tip and base differs. Drag was calculated at nine speeds between Mach 0.34 and Mach 2.0, for air at 11 km altitude. Three separate methods were needed, since none of them covers the whole range on its own. A panel method gave the surface pressure at low speed, a boundary layer calculation gave the friction drag, and an exact solution of the Taylor-Maccoll equation gave the shock wave drag on the cone. Each was first tested against a problem with a known answer. Below Mach 0.86 the drag turns out to be almost entirely friction, which puts the cone ahead on the strength of its smaller surface area alone. That advantage does not last. Shock waves appear on the cone first, at Mach 0.861, because of the 7.29 degree kink where it meets the cylinder behind it, while the ogive has no kink at all and holds out to Mach 0.904. By Mach 2.0 the shock wave drag on the cone is roughly 3.5 times its friction drag. Working is shown for every number in the paper, so any of it can be checked. 

The stability of the Phillips curve remains widely debated, particularly in emerging markets and developing economies (EMDEs). This study investigates the inflation-unemployment relationship in Vietnam and Mongolia using data for the period 2014–2025. By examining two underrepresented Asian economies within a common empirical framework, the study extends the existing literature by providing a comparative analysis of the Phillips curve before and after the COVID pandemic.

This paper examines the characteristics and operation of oligopolistic markets, with a particular focus on India's telecommunications industry. It reviews the theoretical foundations of oligopoly, including its defining characteristics and principal models, before analysing the transformation of India’s telecommunications sector following the entry of Reliance Jio in 2016. The paper evaluates the effects of Reliance Jio’s market entry on competition, market concentration, consumer welfare, and regulatory policy. It also compares India’s telecommunications market with telecommunications industries in other countries and with other oligopolistic industries to assess similarities and differences in market structure. The findings demonstrate the practical application of oligopoly theory to modern markets. 

Water availability in the Cauvery delta of Tamil Nadu is shaped by a chain of climatic and hydrological events that begins with Pacific Ocean sea-surface temperature anomalies and ends with the storage level of the Mettur reservoir, the principal irrigation source for over 360,000 acres of paddy. Farmers there plan three sequential cropping seasons, Kuruvai, Samba, and Thaladi, without any system that connects ENSO forecasts, upstream reservoir behaviour, and district-level groundwater vulnerability into a single, actionable signal. This paper proposes such a system as a conceptual decision-support framework, not as an implemented or field-validated forecasting model. The framework specifies how five open data streams, the NOAA Oceanic Niño Index, India Meteorological Department seasonal outlooks, Tamil Nadu reservoir telemetry, India-WRIS discharge records, and Central Ground Water Board salinity data, could be combined through an explicit weighted decision rule into a season-specific, districtspecific crop advisory, and gives the rule's equations and parameters in a form intended to be directly implementable and testable.