Dr. GEETA KESAVARAJ

@veltech.edu.in

Associate Professor and Department of Management Studies
VEL TECH RANGARAJAN Dr. SAGUNTHALA R&D INSTITUTE OF SCIENCE AND TECHNOLOGY

Dr. GEETA KESAVARAJ


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https://researchid.co/drgeetakesavaraj

RESEARCH, TEACHING, or OTHER INTERESTS

Business, Management and Accounting, Marketing, Organizational Behavior and Human Resource Management, Strategy and Management
11

Scopus Publications

53

Scholar Citations

3

Scholar h-index

2

Scholar i10-index

Scopus Publications

  • TRANSITION IN LOYALTY: EXPLORING CHANGES IN CONSUMER BEHAVIOUR IN THE ETHNIC APPAREL INDUSTRY
    Rivista Internazionale Di Scienze Sociali, 2026
  • The Impact of Sedentary Lifestyle on Diabetes in Tamil Nadu: A Review
    Texila International Journal of Public Health, 2025
    The prevalence of diabetes, particularly Type 2 Diabetes Mellitus (T2DM), has surged in Tamil Nadu, reflecting a broader global trend.This review examines the impact of sedentary lifestyles on the increasing incidence of diabetes in the region, highlighting key contributing factors and potential interventions.Sedentary behaviour, characterized by prolonged sitting and minimal physical activity, has become a dominant lifestyle pattern due to urbanization, technological advancements, and occupational demands.This shift has led to a rise in obesity, insulin resistance, and other metabolic disorders, which are precursors to T2DM.Studies conducted in Tamil Nadu reveal a stark urban-rural divide, with urban areas exhibiting higher diabetes prevalence due to sedentary work environments and dietary changes.However, rural populations are not immune, as modernization introduces similar lifestyle changes.Key risk factors include high body mass index (BMI), positive family history of diabetes, and lack of physical activity.Women, married individuals, and those with limited health literacy are disproportionately affected.The review underscores the urgent need for targeted interventions, including public health campaigns promoting active lifestyles, dietary modifications, and regular health screenings.Community-based programs tailored to local cultural and socioeconomic contexts can effectively address these challenges.Additionally, workplace wellness initiatives and urban planning that encourages physical activity can mitigate the impact of sedentary lifestyles.By addressing these factors, Tamil Nadu can curb the diabetes epidemic and improve the overall quality of life for its residents.This review serves as a call to action for policymakers, healthcare providers, and communities to prioritize diabetes prevention and management strategies.
  • A Review on the Attitude and Purchase Intention Towards Generic Medicines in Tamil Nadu
    Texila International Journal of Public Health, 2025
    The pharmaceutical industry is one of the biggest investors in research and innovation.Most countries have controlled the trade and patent of pharma products.Under the control of Trade-Related Aspects of Intellectual Property Rights (TRIPS) (1994), many countries have controlled their patent protection for pharma products.This is used to induce investment in clinical trials and innovations.Most of the pharma product's production process can easily be duplicated with fewer investments than that of original brand-name products.After patent exclusivity expires, generic producers will face intense competition in the market, which may or may not lead to lower prices, making safe access to essential medicines more difficult.Our government introduced the generic drugs which are approved by Food and Drug Administration (FDA) in (i) dosage, (ii) concentration, (iii), safety and, (iv)route of administration must be comparable to the parent drug (the drug described in the reference).v) quality, vi) results and vii) utility.Generic medicines were formulated in different countries at many times, from 1984 in USA and 1996 in Italy.Generic medicines are gaining increasing interest from many stakeholders because they allow patients to have similar treatment at a lesser price.At the same time, the research shows that the progress of this market is deliberate.Against these conditions, research on customer buying behavior for generic drugs has been used by health policy-makers and business leaders, mainly in countries such as India and Brazil, where regulations boost the manufacture and sale of generic drugs.This research will review those studies which will throw light on the purchase intentions and attitudes towards generic medicines in Tamil Nadu.
  • Review on the Prevalence of Hypertension for Comprehensive Healthcare Strategies
    Texila International Journal of Public Health, 2025
    Hypertension, commonly called high blood pressure, is a widespread and chronic medical condition marked by persistently elevated arterial pressure, defined as readings of 140/90 mmHg or above.This health issue represents a significant public health challenge, particularly in India, where a considerable number of young people are affected yet remain largely unaware of their condition.Studies reveal that around 75% of young individuals diagnosed with hypertension do not pursue medical assistance, which can lead to severe health complications, including cardiovascular disease, stroke and renal failure.The prevailing lack of awareness and timely intervention intensifies the problem, highlighting the critical need for comprehensive strategies aimed at prevention and management.Such strategies should include lifestyle changes, such as adopting a nutritious diet, engaging in regular physical activity and implementing stress reduction techniques in addition to focused educational programs to enhance awareness.Moreover, public health initiatives that promote early detection and community-oriented healthcare services are essential in reducing the risks associated with hypertension.Effectively tackling hypertension necessitates a holistic approach that integrates personal accountability with supportive healthcare policies, ultimately aiding in the decrease of morbidity and mortality linked to this insidious condition in India.
  • Impacts of Climatic Changes on Vector Borne Diseases-A Recent Perspective
    Texila International Journal of Public Health, 2025
    The relationship between infections, vectors, and hosts influences vector-borne diseases (VBDs), which are increasingly linked to climate change.The physiological and ecological dynamics of vectors, particularly mosquitoes and ticks, are changed by rising global temperatures, which promotes the spread of these organisms into new geographical areas.As tropical species move into temperate zones and higher elevations, where they establish populations in formerly non-endemic locations, this expansion is especially visible.For example, the elevation range of malaria vectors has increased significantly, and diseases such as dengue and West Nile virus are spreading throughout Europe and North America as a result of favorable climate circumstances.The association between climate factors and the transmission of VBD is complicated; higher temperatures can increase the rates at which vectors bite, leading to an increase in the incidence of the disease.Furthermore, variations in precipitation patterns add to the amount of standing water that is available, which provides mosquitoes with the perfect environment for breeding.However, because of the interaction of several factors including changes in land use and human migration, it is still difficult to precisely attribute specific outbreaks to climate change.There are grave consequences for public health.If current trends continue, projections suggest that by 2070, an additional 4.7 billion people may be vulnerable to illnesses like dengue and malaria5.To reduce these risks, we urgently need effective intervention techniques such as improved surveillance systems, vector control measures, and public health preparation programs.Inaction will probably cause the burden of VBDs to increase, worsening global health inequities and placing a strain on healthcare systems all over the world.The continual adaptation of vectors to climate change emphasizes the need for adaptive management approaches to protect public health from this impending threat.
  • The Integration of Artificial Intelligence in Customer Relationship Management: Enhancing Customer Experience Through Big Data and Machine Learning
    Elantheraiyan Perumal, R. Supritha, George Wilson Kasule, Geeta Kesavaraj
    Strategic Workforce Reskilling in Service Marketing, 2025
    Rapid AI and its integration into virtually every business process stand on their own as a new generation in customer relationship management. This paper explores the transformative impact that AI, big data analytics, and machine learning have brought to CRM systems and strategies, looking closely at how they promise to revolutionize the customer experience in the digital revolution. In light of increasing competition in an increasingly data-driven marketplace, the traditional model of CRM is being rewritten. With AI-powered CRM solutions, businesses are now better equipped with new tools and capabilities that they can use to process extensive customer data to derive meaningful insights, thus enabling highly personal, efficient, and predictive customer relationships well beyond comparisons made thus far. As such, this change assumes a revolutionary shift from reactive to becoming more proactive so as to allow the much-needed ability to predict and preempt customers' needs and preferences with unprecedented accuracy.
  • A Brief Narrative Review on Prevalence of Diabetes in Tamil Nadu
    Texila International Journal of Public Health, 2024
    The incidence of diabetes in Tamil Nadu has escalated significantly in recent decades, mirroring a wider national pattern observed throughout India.This narrative review synthesizes an extensive array of literature concerning the epidemiology, risk factors and health consequences associated with diabetes in Tamil Nadu, illuminating the complex interplay of various contributing elements.A key focus of this analysis is the examination of how genetic susceptibility interacts with rapid urban development, lifestyle modifications and socio-economic factors, culminating in a scenario that exacerbates the rising diabetes rates in the region.The review also investigates regional disparities, revealing marked differences in diabetes prevalence between urban and rural areas, as well as among diverse demographic segments, including age, gender and occupation.These disparities highlight the necessity for localized evaluations to enhance the understanding of diabetes distribution in varied contexts.Furthermore, the review identifies critical obstacles to effective diabetes management and prevention in Tamil Nadu such as limited access to healthcare, low public awareness and inadequate health promotion initiatives, which collectively impede efforts to address the diabetes epidemic.By scrutinizing these elements this review aspires to enrich the understanding of diabetes in Tamil Nadu and emphasizes the urgent need for targeted interventions that cater to the unique challenges faced by different communities.Such insights are vital for shaping public health strategies aimed at alleviating the escalating diabetes crisis in Tamil Nadu and fostering improved health outcomes throughout the state.
  • Achieving better customer experience by harmonizing automation and human touch
    Geeta Kesavaraj, P. Shabanabi
    Balancing Automation and Human Interaction in Modern Marketing, 2024
    A major obstacle in the realm of digital business is striking a balance between automation and human interaction. CRM systems, business intelligence, and machine learning (ML) are some digital tools that can help scale marketing operations. However, they can also result in bad service and impersonal, misdirected communications. It's not at all an abstract issue. Companies that over-automate procedures and depend too much on technology run the danger of failing. Customers' most valuable experience—feeling valued and respected—virtually vanishes. It should come as no surprise that the accumulation of negative experiences—from pointless emails to being unable to get in touch with someone when needed—erodes consumer loyalty, drives away clients, and destroys revenue. How might an automated system help an organization keep its human touch? In what ways may technology be utilized to make a positive impact on customers? Even though it would be easy to see these two ideas as antagonistic, they work well together.
  • Fundamental issues in transport management system with respect to durable goods supply chain – an empirical investigation
    Khaja Khan Pathan, Geeta Kesavaraj
    International Journal of Business Performance and Supply Chain Modelling, 2024
    The transport management system (TMS) has to be managed effectively in the organisations, which impacts developing productivity and profitability. It is also significant to maintain a stable environment of profits for the organisation by implementing some major steps in the TMS. The supply chain network (SCN) influences the manufacturers, dealers, distributors, suppliers, and customers. This research is focused on the challenges in the transport management system to optimise it in a durable supply chain network. A semi-structured survey questionnaire was utilised to gather the data from the organisations of Andhra Pradesh, and a quantitative analysis was performed using the data. Hence, by investigating the fundamental issues it benefits in implementing to optimise the TMS for the durable goods supply chain network.
  • An empirical study on the implementation of green supply chain management and its impact on the sustainability of organisational growth
    Khaja Khan Pathan, Geeta Kesavaraj
    International Journal of Procurement Management, 2024
    The supply chain has to be managed effectively such that the organisation yields maximum productivity and profitability. Besides the appropriate management of the supply chain, it is also important to maintain environmental sustainability through the implementation of eco-friendly supply chain management techniques. The supply chain management is influenced by not only the organisations and its employees, but also by the dealers, distributors, suppliers and also the consumers. In case the supply chain fails during the process of any stage in between, this might have an impact on the socio-environment, leading to cause an impact on the organisation performance and sustainability. This research is focused on the study of barriers to implement green supply chain management (GSCM) and the effects of implementing GSCM in an organisation.
  • A study on the effectiveness of campus recruitment and selection process in it industries
    Geeta Kesavaraj, Manjula Pattnaik
    Lecture Notes in Mechanical Engineering, 2012

RECENT SCHOLAR PUBLICATIONS

  • Al-Driven Microcredit: Revolutionizing Access to Small Loans for Low-Income Communities
    DGK V. Vedavathi
    Minnesota Journal of Business Law and Entrepreneurship 2026 (2), 44-51 , 2026
    2026
  • Empowering Women through Microcredit: Catalyst for Social and Economic Change
    DGK V. Vedavathi
    Minnesota Journal of Business Law and Entrepreneurship 2026 (1), 767-774 , 2026
    2026
  • Transition in Loyalty: Exploring Changes in Consumer Behaviour in the Ethnic Apparel Industry
    RCBS Dr. Geeta Kesavaraj
    Rivista Internazionale di Scienze Sociali- Research in Social Sciences,, 77-97 , 2026
    2026
  • Review on the Prevalence of Hypertension for Comprehensive Healthcare Strategies
    TS Muthu Reka S, Nivaedhitha M, Vijayanchali S S., Nirmala W., Geeta Kesavaraj
    Texila International Journal of Public Health, 1-13 , 2025
    2025
  • A Review on the Attitude and Purchase Intention Towards Generic Medicines in Tamil Nadu
    G Kesavaraj, A Ramesh, T Selvankumar
    Texila International Journal of Public Health , 2025
    2025
    Citations: 1
  • Impacts of Climatic Changes on Vector Borne Diseases-A Recent Perspective
    T Selvankumar, A Ramesh, M Srilatha, M Bhuvaneswari, ...
    Texila International Journal of Public Health, 1-11 , 2025
    2025
  • The Impact of Sedentary Lifestyle on Diabetes in Tamil Nadu: A Review
    G Kesavaraj, P SS, T Selvankumar
    Texila International Journal of Public Health, 1-9 , 2025
    2025
  • Sustainable Supply Chains: Designing and Evaluating KPIS for Environmental and Operational Performance
    GK Eswaramoorthy P.
    Emperor Journal of Commerce 5 (5), 22-38 , 2025
    2025
  • The Impact of Blockchain Solutions on Transparent and Green Financing
    DGK Surander N.
    International Journal of Research Publication and Reviews 6 (4), 4929-4932 , 2025
    2025
  • A Study on Evaluating the Impact of Social Media Analytics on Consumer Behaviour and Brand Loyalty
    GK Ragul S.
    Shanlax International Journal of Management 12 (4), 47-51 , 2025
    2025
  • STRATEGIC APPROACHES TO SMART CITY PLANNING FOR SUSTAINABLE URBAN DEVELOPMENT
    DGK Pakala Nishitha Rao
    ASET Journal of Management Science, 66-87 , 2025
    2025
  • The Evolution of Investment Strategies through Behavioural Finance and Regulatory Support for Digital Innovation
    DGK Kotteswaran D.
    International Journal of Research Publication and Reviews 6 (4), 4921-4924 , 2025
    2025
  • A Study on the Comparative Analysis of End-User Perspectives on Data Protection and Backup Solutions
    GK Jaiganesh N.
    International Journal of Research Publication and Reviews 6 (4), 7554-7558 , 2025
    2025
  • A Study on Strategies for Increasing Customer Engagement on Social Media
    DGK Aishwarya R
    International Journal of All Research Education and Scientific Methods … , 2025
    2025
  • STRATEGIC APPROACHES TO SMART CITY PLANNING FOR SUSTAINABLE URBAN DEVELOPMENT
    PN Rao, G Kesavaraj
    2025
  • The Integration of Artificial Intelligence in Customer Relationship Management: Enhancing Customer Experience Through Big Data and Machine Learning
    E Perumal, R Supritha, GW Kasule, G Kesavaraj
    Strategic Workforce Reskilling in Service Marketing, 469-494 , 2025
    2025
    Citations: 2
  • A Brief Narrative Review on Prevalence of Diabetes in Tamil Nadu
    MS Muthu Reka S, , Vijayanchali S S, Sarikaa Lakshmanan, , Mudduluru Vishnu ...
    Texila International Journal of Public Health, 1-12 , 2024
    2024
  • A Study on Talent Tech Transformation: Revamping HR with AI
    A Dr. Geeta Kesavaraj
    International Journal of Innovative Research in Information Security (IJIRIS … , 2024
    2024
    Citations: 2
  • A Study on HRM Functions and Appraisal in KTV Health Food Private Limited
    DGK Kaviyarasan E.
    National Conference on Innovation in Business, Computing and Science for … , 2024
    2024
  • A Study on HRD Climate and Employee's Job Satisfaction in Ranensk in Steering Systems Private Limited
    DGK Abhilash B.
    National Conference on Innovation in Business, Computing and Science for … , 2024
    2024

MOST CITED SCHOLAR PUBLICATIONS

  • Employer branding: a literature survey
    P Shabanabi, G Kesavaraj
    International Journal of Engineering and Management Research (IJEMR) 9 (2 … , 2019
    2019
    Citations: 18
  • A study on customer perception towards various types of mutual funds in Chennai
    G Kesavaraj
    Asia Pacific Journal of Research 1 (10), 17-26 , 2013
    2013
    Citations: 18
  • COVID-19 - Economic Impact in India
    DG Kesavaraj
    Journal of Xi'an University of Architecture and Technology 12 (VIII), 614-628 , 2020
    2020
    Citations: 4
  • An empirical study on the implementation of green supply chain management and its impact on the sustainability of organisational growth
    KK Pathan, G Kesavaraj
    International Journal of Procurement Management 21 (1), 32-47 , 2024
    2024
    Citations: 3
  • Social Media - A Key Pathway to Marketing Analytics
    DGK Immaculate Priya C.
    Cognitive Science and Technology 1, 263-275 , 2022
    2022
    Citations: 3
  • The Integration of Artificial Intelligence in Customer Relationship Management: Enhancing Customer Experience Through Big Data and Machine Learning
    E Perumal, R Supritha, GW Kasule, G Kesavaraj
    Strategic Workforce Reskilling in Service Marketing, 469-494 , 2025
    2025
    Citations: 2
  • A Study on Talent Tech Transformation: Revamping HR with AI
    A Dr. Geeta Kesavaraj
    International Journal of Innovative Research in Information Security (IJIRIS … , 2024
    2024
    Citations: 2
  • Achieving better customer experience by harmonizing automation and human touch
    G Kesavaraj, P Shabanabi
    Balancing automation and human interaction in modern marketing, 19-38 , 2024
    2024
    Citations: 2
  • A Review on the Attitude and Purchase Intention Towards Generic Medicines in Tamil Nadu
    G Kesavaraj, A Ramesh, T Selvankumar
    Texila International Journal of Public Health , 2025
    2025
    Citations: 1
  • Al-Driven Microcredit: Revolutionizing Access to Small Loans for Low-Income Communities
    DGK V. Vedavathi
    Minnesota Journal of Business Law and Entrepreneurship 2026 (2), 44-51 , 2026
    2026
  • Empowering Women through Microcredit: Catalyst for Social and Economic Change
    DGK V. Vedavathi
    Minnesota Journal of Business Law and Entrepreneurship 2026 (1), 767-774 , 2026
    2026
  • Transition in Loyalty: Exploring Changes in Consumer Behaviour in the Ethnic Apparel Industry
    RCBS Dr. Geeta Kesavaraj
    Rivista Internazionale di Scienze Sociali- Research in Social Sciences,, 77-97 , 2026
    2026
  • Review on the Prevalence of Hypertension for Comprehensive Healthcare Strategies
    TS Muthu Reka S, Nivaedhitha M, Vijayanchali S S., Nirmala W., Geeta Kesavaraj
    Texila International Journal of Public Health, 1-13 , 2025
    2025
  • Impacts of Climatic Changes on Vector Borne Diseases-A Recent Perspective
    T Selvankumar, A Ramesh, M Srilatha, M Bhuvaneswari, ...
    Texila International Journal of Public Health, 1-11 , 2025
    2025
  • The Impact of Sedentary Lifestyle on Diabetes in Tamil Nadu: A Review
    G Kesavaraj, P SS, T Selvankumar
    Texila International Journal of Public Health, 1-9 , 2025
    2025
  • Sustainable Supply Chains: Designing and Evaluating KPIS for Environmental and Operational Performance
    GK Eswaramoorthy P.
    Emperor Journal of Commerce 5 (5), 22-38 , 2025
    2025
  • The Impact of Blockchain Solutions on Transparent and Green Financing
    DGK Surander N.
    International Journal of Research Publication and Reviews 6 (4), 4929-4932 , 2025
    2025
  • A Study on Evaluating the Impact of Social Media Analytics on Consumer Behaviour and Brand Loyalty
    GK Ragul S.
    Shanlax International Journal of Management 12 (4), 47-51 , 2025
    2025
  • STRATEGIC APPROACHES TO SMART CITY PLANNING FOR SUSTAINABLE URBAN DEVELOPMENT
    DGK Pakala Nishitha Rao
    ASET Journal of Management Science, 66-87 , 2025
    2025
  • The Evolution of Investment Strategies through Behavioural Finance and Regulatory Support for Digital Innovation
    DGK Kotteswaran D.
    International Journal of Research Publication and Reviews 6 (4), 4921-4924 , 2025
    2025