Tanmoy De

@sibmhyd.edu.in

Assistant Professor
Symbiosis Institute of Business Management, Hyderabad

RESEARCH INTERESTS

Research interests lie in the intersection between quantitative marketing and the sociology of consumption with a focus on CX/UX, branding, CDM, Mutual Funds, SCM & new edge learner-centric tech applications.

Scopus Publications

152

Scholar Citations

Scholar h-index

Scholar i10-index

Scopus Publications

An agility and performance assessment framework for supply chains using confirmatory factor analysis and structural equation modelling
Akhil NSB, Rohit Raj, Vimal Kumar, Phanitha Kalyani Gangaraju, and Tanmoy De
Elsevier BV

Generative AI as a catalyst for HRM practices: mediating effects of trust
K. D. V. Prasad and Tanmoy De
Springer Science and Business Media LLC

The effect of job satisfaction and moonlighting intentions with mediating and moderating effects of commitment and HR practices an empirical study
K. D. V. Prasad, Sripathi Kalavakolanu, Tanmoy De, and V. K. Satyaprasad
Springer Science and Business Media LLC
AbstractMoonlighting as a practice, the limelight was gained during the COVID-19 pandemic due to remote work involving flexible work, which saved employees’ commuting time to the office and has become a potential source of income for individuals seeking other jobs. The authors examined the phenomenon of moonlighting by assessing the relationships between job satisfaction, organizational commitment, and moonlighting intentions. The authors also examined the mediating effects of employee organizational commitment and economic intentions and the moderating role of human resource practices on the relationship between job satisfaction and moonlighting intentions. The data were gathered for five reflective constructs of this empirical study—job satisfaction, organizational commitment, human resources practices, economic intentions, and moonlighting intentions—by surveying IT-enabled industry employees in Hyderabad. The data from 311 valid responses were subjected to structural equation modeling analysis using IBM AMOS version 28. The model-fit indices from SEM analysis indicate excellent model fit. The structural model from SEM analysis reveals that 50% of the variance in moonlighting is accounted for by job satisfaction and organizational commitment. The factor of job satisfaction is statistically significant and influences the moonlighting intentions of employees in IT-enabled industries. Job satisfaction has a positive impact on organizational commitment, and when organizational commitment increases, moonlighting intentions decrease. Organizational commitment partially mediates moonlighting intentions through job satisfaction. The study also assessed the moderating role of human resource practices on the relationship between job satisfaction and moonlighting intentions. The moderation analysis results reveal statistically significant and positive moderating effects of human resource practices on intentions to moonlight through job satisfaction. The slope analysis indicated that human resource practices strengthen the positive relationship between job satisfaction and moonlighting.

Exploring the synergistic effects of circular economy, Industry 4.0 technology, and green human resource management practices on sustainable performance: Empirical evidence from Indian companies
Tanmoy De, Pratima Verma, Phanitha Kalyani Gangaraju, Akhil Nibhanupudi Siva Bhaskar, Seema Mahlawat, Vimal Kumar, and Sumanjeet Singh
Wiley
AbstractThis study investigates the synergistic effects of circular economy (CE) practices, Industry 4.0 technology, and green human resource management (HRM) practices on sustainability and performance in Indian companies. CE focuses on resource efficiency, waste minimization, and material recyclability. Industry 4.0 incorporates modern digital technologies into manufacturing, resulting in smart factories that are more efficient and flexible. Green HRM practices include implementing human resource rules that promote environmental sustainability. Using structural equation modeling (SEM) on data from 213 respondents across various Indian firms, our research reveals several novel insights, such as CE practices significantly enhancing sustainability, demonstrating their critical role in minimizing waste and improving resource management; moderating the role of Industry 4.0: Industry 4.0 technology moderates the relationship between CE practices and sustainability, and green HRM practices positively affect CE practices and sustainable performance. Moreover, the study's uniqueness stems from its comprehensive approach, which reveals that combining these three elements CE practices, Industry 4.0 technology, and green HRM creates a powerful synergy that significantly improves both sustainability efforts and overall company performance, providing actionable insights for business looking to implement more effective and integrated sustainability strategies. These findings offer a valuable roadmap for companies aiming to achieve more impactful and cohesive sustainability initiatives.

A review of predictors and outcomes of work engagement in nonprofit organizations
Akansha Mer, Vimal Kumar, Virendra Kumar Verma, Tanmoy De, and Joshy Mathew
Elsevier BV

Adoption of human resource sourcing strategies for managing supply chain performance during COVID-19 crisis: evidence from manufacturing companies
N.S.B Akhil, Vimal Kumar, Rohit Raj, Tanmoy De, and Phanitha Kalyani Gangaraju
Emerald
PurposeEven the greatest developed countries have capitulated to the destructions imposed on the global supply systems, as the COVID-19 pandemic has revealed. The purpose of this study is to explore human resource sourcing strategies for managing supply chain performance during the COVID-19 outbreak. There are six human resource sourcing strategies such as outsourcing, near sourcing, integration, the requirement of suppliers, joint ventures and virtual enterprise that are considered to measure supply chain performance.Design/methodology/approachBased on collecting data from the potential respondents of Indian manufacturing companies, the elevation of human resource sourcing strategies to supply chain performance is measured considering the multiple regression analysis techniques.FindingsThe results of the study revealed that four of the six hypotheses have a significant and positive relationship with supply chain performance during the COVID-19 outbreak while two hypotheses are partially supported that lent good support to this study.Research limitations/implicationsIn this critical situation, this study will enable managers and practitioners to support the business in giving customers the best services on time.Originality/valueThe novelty of this study is to identify the key human resource sourcing strategies by using multiple regression analysis methods, considering the case of Indian manufacturing companies to measure their supply chain performance during the COVID-19 outbreak era.

Spreading the aroma of spices across India: the brand of JK Masale
Tanmoy De, Nandana S., Dibyarpita Ghosh, and Ramkrishna Dikkatwar
Emerald
Research methodology Interviewing the protagonist and collecting information from secondary resources such as company documents, company and competitor websites, industry reports and online databases like Euromonitor International. Case overview/synopsis The case explores the metamorphosis of JK Masale from a small-scale family business in India to a regional player. Over a period of six decades, JK Masale (JKM) has emerged against the backdrop of a fiercely competitive spice industry. India, being a confluence of varied regional cultures, poses a diverse consumption pattern. It varies to a great extent with respect to the specific food habits prevalent in each climatic zone of the country. While the brand had successfully captured the Eastern Market and the western market of the country, Mr. Vikash Jain, Managing Director of JK Masale, contemplated to venture in Southern India and introduce new product categories. The case delves into one of the major challenges faced by JKM over the brand architecture and labelling across product categories. Thus, the case provides an excellent opportunity for budding managers to: analyse the company’s performance in the backdrop of a dynamic competitive environment; understand the nature of strategic decision-making and its appropriateness for a small family-owned business; evaluate a brand amongst brands on the architectural framework and select appropriate brand architecture for new products; and understand applicability and risks associated with growth strategies. Complexity academic level The case study can be positioned in both undergraduate and postgraduate level programs for courses on marketing strategy and brand management. Primarily, this case would be ideal to discuss brand relationship and brand architecture in the given context. Instructors have an option to cover concepts like market structure, company analysis, growth strategies and emergent and deliberate strategy through the case.

Assessing the e-commerce last-mile logistics’ hidden risk hurdles
Rohit Raj, Arpit Singh, Vimal Kumar, Tanmoy De, and Shalini Singh
Elsevier BV

Machine Learning Applications in Azure for Enhanced E-commerce Customer Sentiment Analysis
Tanmoy De, Dankan Gowda V, Pooja Thirani, KDV Prasad, Ved Srinivas, and Namineni Gireesh
IEEE
This study performs both qualitative and quantitative examination of sentiment analysis applied to the E-Commerce platforms with machine learning technologies being the main component which are run on Microsoft Azure cloud Through a high focus on customers’ emotional targets and feedback, it is assumed that this study will follow the effects of sentiment analysis on e-commerce businesses in general. According to our analysis from the leading e-commerce A-to-Z and grocery companies in India for the past three years through the power of machine learning on Azure we are able to weave intelligence into your solutions. The work describes the final research that globalizes sentiment analysis in the process of preceding customers’ interaction. Moreover, another point of discussion revolves around possibility of the advantages, including weaknesses, that come from conducting reviews of online customers. The research which encompasses this provides the significant contribution on exploiting machine learning for doing the improvement of e-commerce experience with the in depth analysis of sentiment.

The prevalence of stress and anxiety level among working employees in different service sectors during pandemic
Pratima Verma, Vimal Kumar, Sumanjeet Singh, Ankesh Mittal, Tanmoy De, and Mohit Rishi
Inderscience Publishers

Financial performance in Industry 4.0 agile supply chains: evidence from manufacturing companies
Phanitha Kalyani Gangaraju, Rohit Raj, Vimal Kumar, N.S.B. Akhil, Tanmoy De, and Mahender Singh Kaswan
Emerald
PurposeThis study aims to examine the implementation of agile practices in Industry 4.0 to assess the financial performance measurements of manufacturing firms. It also investigates the relationship between supply chain performance and financial performance.Design/methodology/approachThe study is based on an experimental research design by collecting data from 329 responses from key officials of manufacturing firms. The analyses are carried out to explore this modern concept with the help of the SPSS program, which is used to conduct a confirmatory factor and reliability analysis and Smart-partial least square (PLS) version 4.0 with structural equation modeling.FindingsThis research demonstrates the positive effect agile supply chain strategies in Industry 4.0 may have on manufacturing companies' financial performance as a whole. Everything throughout the supply chain in Industry 4.0, from the manufacturers to the end users, is taken into account as a potential performance booster. The values obtained from the model's study show that it is both dependable and effective, surpassing the threshold for such claims. The research is supported by factors like customer involvement (CUS), continuous improvement (CI), integration (INT), modularity (MOD), management style (MS) and supplier involvement (SI) but is undermined by factors including postponement (PPT).Research limitations/implicationsAccording to the findings of the study, Industry 4.0 firms' financial performance and overall competitiveness are significantly improved when their supply chains are more agile. A more agile supply chain helps businesses to more rapidly adapt to shifts in consumer demand, shorten the amount of time it takes to produce a product, enhance product quality and boost customer happiness. As a consequence of this, there will be an increase in revenue, an improvement in profitability and continued sustainable growth.Originality/valueThere are literary works available on agile practices in various fields, but the current study outlines the need to understand how supply chains perform financially under the mediating effect of agile supply chains in Industry 4.0 which contribute most to the organization's success. The study will aid companies in understanding how agile practices will further the overall performance of the organization financially.

STUDY OF MISSION STATEMENT AS AN ANTECEDENT TO FINANCIAL PERFORMANCE OF DIGITAL FIRMS
Ramkrishna Dikkatwar and Tanmoy De
Assumption University
The purpose of this study was to conduct an investigation of the Forbes Top 100 digital companies’ Mission statements (MS) and the impact they have on each firm’s performance, as reflected by their rankings. For the purpose of study, the financial performance data of these companies has been taken from the 2019 Forbes list of Top 100 Digital Companies. The mission statements of these companies have been collected from their respective corporate websites, company documents, and their official social media handles. A positive correlation was observed between number of stakeholders covered through the MS and the firm’s return on assets. Digital companies that mentioned ‘employees’ in their MS have performed significantly better than other firms. Additionally, digital firms which showed ‘concern for societal benefits’ through their MS also performed better. This research underlines the importance of incorporating words such as ‘employees’ as well as having ‘societal orientations’ while designing the MS in digital organizations.

A Novel method of Improving Spectrum sensing Management system for CR-IoT Networks
Abhay Chaturvedi, K D V Prasad, Dankan Gowda V, Tanmoy De, Rama Chaithanya Tanguturi, and B. Ashreetha
IEEE
The term "cognitive radio" refers to radios that are able to "learn" and "detect" the optimal ways to use the available spectrum, and then "adapt" their own operational settings accordingly. Cognitive radio is an intelligent radio that works in tandem with a communication system that already knows things like the terrain and how the local RF spectrum is being used. In CRN, the appropriate learning approach must be adopted in order to learn and evaluate the various traffic patterns on the various channels over time, ultimately identifying the most prominent idle channels. Spectrum sensing, enhanced spectrum management, hidden node and sharing concerns, unlicensed spectrum utilization, trusted access, security, and cross-layer design are only some of the obstacles that cognitive radio networks must overcome. Spectrum sensing was identified as a crucial enabler of access to the radio spectrum of idle parts, with the aim of ensuring that its usage does not lead to harmful interference. The key obstacle of sensing is finding rapid, low-cost implementations of sensing algorithms that can discern every weak primary signal. This is necessary for successful system functioning and to create the requisite increase in spectrum efficiency. An improved method for spectrum sensing and spectrum scheduling in the CRN network is proposed in this work.

Wi-Fi Router Signal Coverage Position Prediction System using Machine Learning Algorithms
Rajalaxmi Hegde, Sandeep Kumar Hegde, Kdv Prasad, Ved Srinivas, Tanmoy De, and V Dankan Gowda
IEEE
As a popular topic, indoor positioning has gradually drawn the attention of both academia and business. Numerous location based services including healthcare, repository tracking, and security call for accurate estimation. An accurate estimation might be achieved by using additional location-sensing equipment, but this is not generally done because it would result in expensive brand specialization. A flexible and affordable location determination technique that exploits the already-existing WLAN infrastructure in indoor spaces has been designed without incurring additional costs, among all suggestions in the literature that include hardware and highly complex computations.This positioning strategy is becoming more popular. Soon in actual surroundings, WLAN will be able to be employed as part of an indoor positioning system. In comparison to similar systems, it is a good option in terms of accuracy, precision, and cost. It has also become the most user-friendly way, particularly with the widespread use of smartphones and tablet computers. In the literature, many machine learning algorithms such as cluster-filtered KNN and fuzzy c means algorithms have been proposed for the WiFi router signal coverage position prediction system but the disadvantage of these approaches is that it will consume much pre-processing time for reference points data and also these approaches found to be less accurate. In the proposed study, adaptive KNN-based machine learning model has been proposed for the WiFi signal coverage prediction system. The proposed method adjusts the value of K for each position by examining the relationship between the K value and the intensity of the received WiFi signal. This technique improves positioning accuracy by more than 30% when compared to the existing approach. The experimental results are conducted by applying various machine learning algorithms. The experimental finding demonstrates that the proposed approach obtained better results compared to traditional algorithms.

A Framework for Smart City Implementation using IoT-Cloud Based System Architecture
V Dankan Gowda, KDV Prasad, Tanmoy De, Ved Srinivas, N Anil Kumar, and Tejashree Tejpal Moharekar
IEEE
The Internet, a key participant (world wide web) in worldwide information exchange and media sharing, has experienced cumulative upgrades, developments, and given up consequent product IOT, making technology affordable and practical for all uses. Research development includes smart sensors, a communication channel and protocols for exchanging data, and peripherals like an Arduino, a Texas Instruments MSP430G2553, a Weather-proof Tx. Rx. Kit (for exchanging data), a Data Receptor and Decoder Shield for Lab View Kit (for exchanging data), an addressing and de-addressing data module, a communication shield, etc. It is now possible to communicate from a desktop computer or an Android smartphone to a portable device that has an embedded device, such as a microcontroller, a microprocessor, or a sensor. In other words, IOT combines always-on networking, always-on computation, and always-on intelligence. The Internet of Things facilitates communication between the central hub (fitted with a Lab-View interface) and the distributed modules (found in places like parks, subways, and highways) that control the lights. The Internet of Things is also useful for keeping the overall cost of setup and maintenance within reasonable economic bounds. The planned development takes into account IoT on two main scales: city-wide automation (also known as smart city) and home-level automation (also known as covering up).

Ajay Foods: the sweet spot within service design and menu expansion
Ramkrishna Dikkatwar, Tanmoy De, and Mohammed Laeequddin
Emerald
Learning outcomes To understand a firm’s service concept and process; to explain the service design that differentiates itself by making trade-offs in operations and service offering; to identify the importance of deliberately designed interrelated systems and resources to achieve growth in services and to evaluate the fit of new design elements in the service offering. Case overview/synopsis Ajay Takeaway Foods LLP (Ajay Foods) is a food venture founded by Mr Jaideep Solanki and Mr Ajay Solanki and operates as a chain of quick service restaurants with a simple mission to sell food that is good, affordable and accessible to all. Ajay Foods serves only pure vegetarian and limited variants of burger, pizza and cold coffee. Ajay Foods rolled out 75 stores in just 18 months during the COVID 19 pandemic. Ajay Foods’ founders were contemplating on expanding menu. There was growing demand for food items such as samosa, wraps, sandwiches and French fries. One of the founders got into dilemma: How many items? and Which item(s) to add to the menu? Complexity academic level This case can be used at post-graduate level to teach basic frameworks of service concept and design. The case covers a range of topics such as service processes, service elements and product offerings in a service setting. It can be used effectively with MBAs and Hospitality Management program in courses that focus on Service Management, Service Operations or Service Marketing Strategy. Supplementary materials Teaching notes are available for educators only. Subject code CSS 9: Operations and Logistics.

Analysing the Mental Health and Well Being of Entrepreneurs

A CONCEPTUAL MODEL FOR BUILDING THE RELATIONSHIP BETWEEN AUGMENTED REALITY, EXPERIENTIAL MARKETING & BRAND EQUITY

Is technology an enabler in the growth of mutual fund sector? A comparative study of BRICS nations
Aman Grade and Tanmoy De
Inderscience Publishers

INTEGRATING BRAND COMMUNICATION AND BRAND EQUITY: A SYSTEMATIC REVIEW FROM 2000-2020

RECENT SCHOLAR PUBLICATIONS

An agility and performance assessment framework for supply chains using confirmatory factor analysis and structural equation modelling
NSB Akhil, R Raj, V Kumar, PK Gangaraju, T De
Supply Chain Analytics 9, 100093 2025

Financial performance in Industry 4.0 agile supply chains: evidence from manufacturing companies
PK Gangaraju, R Raj, V Kumar, NSB Akhil, T De, MS Kaswan
The TQM Journal 37 (1), 222-248 2025

Generative AI as a catalyst for HRM practices: mediating effects of trust
KDV Prasad, T De
Humanities and Social Sciences Communications 11 (1), 1-16 2024

Machine Learning Applications in Azure for Enhanced E-commerce Customer Sentiment Analysis
T De, D Gowda, P Thirani, KDV Prasad, V Srinivas, N Gireesh
2024 7th International Conference on Circuit Power and Computing 2024

Spreading the aroma of spices across India: the brand of JK Masale
T De, N S, D Ghosh, R Dikkatwar
The CASE Journal 20 (5), 1096-1132 2024

The effect of job satisfaction and moonlighting intentions with mediating and moderating effects of commitment and HR practices an empirical study
KDV Prasad, S Kalavakolanu, T De, VK Satyaprasad
Humanities and Social Sciences Communications 11 (1), 1-14 2024

Assessing the e-commerce last-mile logistics’ hidden risk hurdles
R Raj, A Singh, V Kumar, T De, S Singh
Cleaner Logistics and Supply Chain 10, 100131 2024

A review of predictors and outcomes of work engagement in nonprofit organizations
A Mer, V Kumar, VK Verma, T De, J Mathew
Social Sciences & Humanities Open 10, 101083 2024

Adoption of human resource sourcing strategies for managing supply chain performance during COVID-19 crisis: evidence from manufacturing companies
NSB Akhil, V Kumar, R Raj, T De, PK Gangaraju
International Journal of Productivity and Performance Management 2023

App atmospherics, personality factors and technology acceptance behaviour towards the adoption of mobile banking apps – a systematic literature review
MP Behera, T De, KDV Prasad
Revista de Gesto e Secretariado - GESEC 14 (10), 17336-17362 2023

Study of Mission Statement as an Antecedent to Financial Performance of Digital Firms
R Dikkatwar, T De
ABAC Journal 43 (3), 84-97 2023

Ajay Foods: the sweet spot within service design and menu expansion
R Dikkatwar, T De, M Laeequddin
Emerald Emerging Markets Case Studies 13 (1), 1-18 2023

Emotional intelligence and its association with psychological well-being: an empirical study concerning B-school students in and around Hyderabad Metro
D Nag, KDV Prasad, T De, S Patnaik
Revista de Gesto e Secretariado 14 (6), 10460-10478 2023

Wi-Fi Router Signal Coverage Position Prediction System using Machine Learning Algorithms
R Hegde, SK Hegde, K Prasad, V Srinivas, T De, VD Gowda
2023 International Conference on Sustainable Computing and Smart Systems 2023

A Novel method of Improving spectrum sensing management system for CR-IoT networks
A Chaturvedi, KDV Prasad, D Gowda, T De, RC Tanguturi, B Ashreetha
2023 4th International Conference for Emerging Technology (INCET), 1-6 2023

A framework for smart city implementation using IoT-cloud based system architecture
VD Gowda, KDV Prasad, T De, V Srinivas, NA Kumar, TT Moharekar
2023 International Conference on Distributed Computing and Electrical 2023

Analysing the Mental Health and Well Being of Entrepreneurs
M Nisa, V Srinivas, R Rani, KDV Prasad, T De
Journal for ReAttach Therapy and Developmental Diversities 6 (4), 369-377 2023

A Conceptual Model for Building the Relationship Between Augmented Reality, Experiential Marketing & Brand Equity
KDVP Anubhav Singh Tomar, Tanmoy De
International Journal of Professional Business Review 7 (6), 1-22 2022

Revenue Increment Commencing Rural Non Agricultural Products: Evidences from Marketing Framework
P Bahety, S Sarkar, T De, B Bhatacharjee
Semiconductor Optoelectronics 41 (11), 293-300 2022

MOST CITED SCHOLAR PUBLICATIONS

Financial performance in Industry 4.0 agile supply chains: evidence from manufacturing companies
PK Gangaraju, R Raj, V Kumar, NSB Akhil, T De, MS Kaswan
The TQM Journal 37 (1), 222-248 2025
Citations: 17

Assessing the e-commerce last-mile logistics’ hidden risk hurdles
R Raj, A Singh, V Kumar, T De, S Singh
Cleaner Logistics and Supply Chain 10, 100131 2024
Citations: 14

Exploring the factors influencing consumer preference toward dairy products: an empirical research
PK Bahety, S Sarkar, T De, V Kumar, A Mittal
Vilakshan-XIMB Journal of Management 21 (1), 15-32 2022
Citations: 14

The Prevalence of Stress and Anxiety level among Working Employees in Different Service Sectors during Pandemic
MR Pratima Verma, Vimal Kumar, Sumanjeet Singh, Ankesh Mittal, Tanmoy De
International Journal of Procurement Management 2022
Citations: 10

Bibliometric Analysis of Research on Digital Marketing from 2010-20
RD Akanksha Verma, Tanmoy De
International Journal of Modern Agriculture 10 (2), 625-640 2021
Citations: 7

Integrating Brand Communication and Brand Equity: A Systematic Review from 2000-2020
AV Tanmoy De
Journal of Content, Community & Communication 13 (7), 199-214 2021
Citations: 6

Innovations & Technology Based Initiatives in Mutual Fund Distribution Intermediation in India
SPVK Dikkatwar Ramkrishna, De Tanmoy
International Journal of Innovative Technology and Exploring Engineering 9 2019
Citations: 6

A review of predictors and outcomes of work engagement in nonprofit organizations
A Mer, V Kumar, VK Verma, T De, J Mathew
Social Sciences & Humanities Open 10, 101083 2024
Citations: 3

Analysing the Mental Health and Well Being of Entrepreneurs
M Nisa, V Srinivas, R Rani, KDV Prasad, T De
Journal for ReAttach Therapy and Developmental Diversities 6 (4), 369-377 2023
Citations: 2

Quality function deployment analysis of smartphones
SK A. NSB, V. Kumar, T. De
Teknomekanik 5 (2), 72-79 2022
Citations: 2

Ajay Foods: the sweet spot within service design and menu expansion
R Dikkatwar, T De, M Laeequddin
Emerald Emerging Markets Case Studies 13 (1), 1-18 2023
Citations: 1