Professional Documents
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MKT-MMS-P42-Social Relevance
MKT-MMS-P42-Social Relevance
2021-2023 Batch
SUBMITTED TO:
DR. V. N. BEDEKAR INSTITUTE OF MANAGEMENT STUDIES,
THANE.
1
DECLARATION BY THE CANDIDATE
Wherever references have been made to intellectual properties of any individual / Institution
/ Government / Private / Public Bodies / Universities, research paper, text books, reference
books, research monographs, archives of newspapers, corporate, individuals, business /
Government and any other source of intellectual properties viz., speeches, quotations,
conference proceedings, extracts from the website, working paper, seminal work et al, they
have been clearly indicated, duly acknowledged and included in the Bibliography.
____________________________________
Date & Signature of Candidate
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CERTIFICATE BY THE GUIDE
This is to certify that project report entitled “Corporate Social Responsibility Activities Of
Aditya Birla Group” which is submitted by Pratik Rajendra Ghode in partial fulfillment of
the requirement for the award of Master of Management Studies,(University of Mumbai) Dr.
V.N. Bedekar Institute of Management Studies, is a record of the candidate's own work carried
out by him under my guidance. The matter embodied in this report is original and due
acknowledgment has been made in the text to all other material used.
Authorized Signatory:
Date:
3
Acknowledgement
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TABLE OF CONTENTS
RESEARCH METHODOLOGY............................................................................................. 19
FINDINGS ............................................................................................................................... 24
CONCLUSION ........................................................................................................................ 28
BIBLIOGRAPHY .................................................................................................................... 29
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EXECUTIVE SUMMARY
The year 1990 is known for the dynamism it brought into the business world.
This era of Globalization and liberalization forced the corporate sector to take
up its responsibility towards society, human rights and the environment. This
role corporate gave a new beginning to what we call now as Corporate Social
Responsibility (CSR). The principles of CSR are based on the fact that not only
Government policy, but corporate should be responsible towards social issues.
This study examines the Corporate Social Responsibility initiatives taken by
Indian Corporates Aditya Birla Groups to serve the community.
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OBJECTIVES OF THE STUDY
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LITERATURE REVIEW
The journey to completion was a learning experience of a new model and a practical scenario
of project financing. The project was shaped with primary and secondary data. The primary
data comprises of information from filling questionnaire and secondary data comprises of
information from various Internet websites and books in the library and some assistance from
the guide and lecturers. Newspapers were also an important source of information to help
through the entire project newspaper like Economic times, Business Standards etc.
Hopkins, (2003) Found in his study that businesses that engage in CSR typically focus on
some or all of the followings:
• Employees: The organizations who think in this perspective, they take care of all the
employees adequately focusing on workplace conditions, benefits, living wages, and training.
• Communities: The organizations that care about the communities they voluntarily take
advance steps to improve the quality of life for employees and their families as well as for the
local community and society.
• Regulations: While focusing on this point, organizations respect the laws fully and often
exceed them to be more socially responsible.
• Emergency supports: Sometimes organizations keep plans ready to manage business crises
and ensure safety for employees and surrounding communities. Besides, they also take
initiatives to provide support in times of emergencies such as disaster or epidemics.
Development (2004) 47, 93 – 100 Critiques argue that Corporate Social Responsibility (CSR)
is a North-led agenda with a narrow focus. Bimal Arora and Ravi Puranik apply a
developmentoriented framework to contextualize CSR to structural adjustments-related
macro socioeconomic issues relevant to the developing countries, with a focus on CSR in
India. They review contemporary CSR trends in India concluding that although the corporate
sector in India benefited immensely from liberalization and privatization processes, its
transition from philanthropic mind sets to CSR has been lagging behind its impressive
financial growth.
8
Gary and Gray (1988) concluded that corporate social responsibility is a part of value added
statements (VAS) and shall promote cooperation among various stakeholders though there is
some ambiguity regarding the inclusion of some parties as genuine stakeholders.
9
Jatana and Crowther (2008) edited book named “Corporate social responsibility – theory
and practice with case studies” has shed light on myths of Corporate social responsibility,
value addition, Globalization perspectives on Corporate governance, whistle blowing policies
as Corporate social responsibility and other contemporary issues in Corporate social
responsibility. In addition, it dealt with various case studies related to various industrial
sectors insurances, private banking, SMEs, Information Technology, power generation sectors
and companies like Ambuja cements, Coca- Cola. With all these articles, details of current
projects pursed by companies have given but the CSRD has not been measured as such.
Chahoud et al (2007) pointed out that in Indian companies the corporate social
responsibility is still in a confused state. The researcher also asserted that the concept of
corporate social responsibility in India has slowly matured from philanthropy to sustainability
business strategy and from self regulation to multi stakeholder concept. An Important finding
of this research report was that the companies carry out corporate social activities have a
business case.
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INTRODUCTION TO CORPORATE SOCIAL RESPONSIBILITY
The concept of Corporate Social Responsibility was first mentioned 1953 in the publication
‘Social Responsibilities of the Businessman’ by William J. Bowen. However, the term
CSR became only popular in the 1990s.
How a company perceives its societal responsibility depends on various factors such as the
markets in which it operates, its business line and its size.
Companies have explored that their impact on the economic, social and environmental sector
directly affects their relationships with investors, employees and customers. As companies
face themselves within the context of globalization, they are increasingly aware that
Corporate Social Responsibility are often of direct economic value. Although the prime goal
of a company is to generate profits, companies will at the same time contribute to social and
environmental objectives by integrating corporate social responsibility as a strategic
investment into their business strategy.
Due to the lack of international CSR guidelines, the practical application of CSR differs and
CSR Strategies within most companies still show major deficiencies. There are still
complaints about multinational companies wasting the environment and NGOs still
denouncing human rights abuses in companies.
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Critics suggest that better governmental and international regulation and enforcement, rather
than voluntary measures are necessary to ensure that companies behave during a socially
responsible manner.
Their task is to make sure that the process of global and economic and social change is
managed properly and fairly. Several guidelines or standards have been developed to serve as
frameworks for CSR.
The OECD Guidelines for multinational Enterprises and the ILO - International Labour
Standards form the principles for the societal responsibility of companies and will help to
implement CSR on the international level.
CSR-Coverage
There is no unitary or binding international norm for CSR Coverage for companies. The
Organization Ceres, Investors and Environment a lists for Sustainable Prosperity hopes for a
greater engagement - as well as more transparency in reference to CSR
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DEFINITION OF CORPORATE SOCIAL RESPONSIBILITY
Generally, CSR refers that organizations consider the interests of society by taking
responsibility for the impact of their activities on customers, suppliers, employees,
shareholders, communities, future generation and the environment.
According to Hopkins (2003), the CSR is concerned with treating the internal and external
stakeholders of the firm ethically or in a socially responsible manner and the wider aim of
corporate social responsibility is to create higher and higher standards of living, while
preserving the profitability of the corporation, for its stakeholders.
Similarly, The World Business Council for Sustainable Development (1999) explains CSR as
the continuing commitment by business to behave ethically and contribute to economic
development while improving the quality of life of the workforce and their families as well as
of the local community and society at large.
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NEED & IMPORTANCE OF CSR
Corporate social responsibility focusses on the concept that a business has a social obligation
above and beyond making a profit. It needs a management to be accountable to the full range
of stakeholders. Corporate Social Responsibility is that the continuing commitment by
the business to behave morally and contribute to the economic development of the country
while improving the quality of life of the workforce and their families and local community
and society at large. Corporate Social Responsibility is achieving commercial success in
ways that honor the moral values and respect people, communities and therefore the natural
environment.
1. Better Public Image: Each firm must enhance its public image to secure more customers,
better employees and higher profit. Acceptance of social responsibility goals leads to improve
public image.
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3. Long Term Business Interest: A better society would produce a better environment in
which the business may gain long term maximization of profit. A firm which is sensitive to
community needs would in its own selfinterest like to have a better community to conduct its
business. To achieve this it would implement social programs for social welfare.
4. Avoiding Government Intervention: Regulation and control are costly to business both in
terms of money and energy and restrict its flexibility of decision making. Failure of
businessmen to assume social responsibilities invites government to intervene and regulate or
management their activities. The prudent course of business is to understand the limit of its
power and how to use that power carefully and responsibly thereby avoiding government
intervention.
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Benefits of Corporate Social Responsibility
Access to Capital:
The growth of socially responsible investing concept means that the companies with
strong CSR performance have increased access to capital that may not otherwise are on
the market.
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COMPANY PROFILE
The Aditya Birla Group is a multi-national conglomerate company (MNCs) in India named
after Aditya Vikram Birla headquartered in Aditya Birla Centre at Worli, Mumbai,
Maharashtra, India. It functions in 33 different countries with worldwide more than 1,36,000
employees are working. The group was established in 1857 by Seth Shiv Narayan Birla. The
group interested in sectors such as cement (Ultratech Cement), metals (Hindalco Industries),
Diversified(Grasim Industries), telecom (Idea Cellular), viscose staple fiber, financial
services, insulators, fertilizers, branded apparel, carbon black, viscose filament yarn, retail
(Aditya Birla Retail Ltd, Pantaloons,) chemicals (Aditya Birla (India) Chemicals,), IT and
BPO services. The Aditya Birla group is a diversify company with total profits in the year
2012 of approximately US$ 40 billion and with gross profit of US 40$ billion it is the third
biggest Indian private sector conglomerate company behind Tata Group with profit of just
over US$ 100 Billion and RIL with revenue of US$ 74 Billion.
The Aditya Birla Group has been ranked fourth in the world and first in Asia Pacific in the
‘Top Companies for Leaders’ study 2011, conducted by Aon Hewitt, Fortu ne Magazine and
RBL (a strategic HR and leadership advisory firm). The Group has topped the Nielsen's
Corporate Image Monitor 2014-15 and emerged as the 'No.1 Corporate', the 'Best in Class',
for the third consecutive year.
A US $43 billion corporation, the Aditya Birla Group is in the League of Fortune 500.
Anchored by an extraordinary force of over 120,000 employees, belonging to 42
nationalities. Over 50 per cent of its revenues flow from its overseas operations spanning 35
countries.
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Vision and Values
Vision
Mission
To deliver superior value to our customers, shareholders, employees and society at large.
Values
Integrity: Acting and taking decisions in a manner that is fair and honest. Following the
highest standards of professionalism and being recognised for doing so. Integrity for us
means not only financial and intellectual integrity, but encompasses all other forms as are
generally understood.
Commitment: On the foundation of Integrity, doing all that is needed to deliver value to
all stakeholders. In the process, being accountable for our own actions and decisions,
those of our team and those on the part of the organisation for which we are responsible.
Passion: An energetic, intuitive zeal that arises from emotional engagement with the
organisation that makes work joyful and inspires each one to give his or her best. A
voluntary, spontaneous and relentless pursuit of goals and objectives with the highest
level of energy and enthusiasm.
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RESEARCH METHODOLOGY
The research methodology is a systematic way to solve a research problem. The research
methodology means the way in which we would complete our prospected task. Before
undertaking any task, it becomes very essential for anyone to determine the problem of study.
Two sources of collecting data have been employed, i.e., Primary data and secondary data.
Secondary data:
The secondary data is collected through articles, annual reports and from the websites of the
respective banks. These data are easy to search and are not expensive too. For my study I
have totally utilized the secondary data.
Internet
Books, etc
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CORPORATE SOCIAL RESPONSIBILITY AT ADITYA BIRLA GROUP
Corporate social responsibility is a very fundamental and essential part of the Aditya Birla
Group's value system. The Group's social work has expanded to 3,000 villages in India,
reaching out to seven million people every year. The effort put by the group can be best
understood by their vision statement, which states "To actively contribute to the social and
economic development of the communities in which we operate. In doing so, build a better,
sustainable way of life for the weaker sections of society and raise the country's human
development index". The group has carried forward the philosophy of Shri G.D. Birla, who
believed in, that the wealth one makes is to be put into trusteeship to all the shareholders,
which literally means in the language of CSR, to utilize and invest a part of your profits for
the welfare of the society at large. It has implemented the concept of 'sustainable livelihood'
has channelized resources to ensure that people have the necessary means to meet both their
ends.
The same philosophy has been taken a step forward by Mr. Kumar Mangalam Birla
(Chairman) by establishing the concept of triple bottom line accountability represented by
economic success as an organization culture. He puts it in simple language which very
beautifully highlights and gives us a clear vision of the groups thought process towards CSR,
when he says, “Our community work is a way of telling the people among whom we operate
that We Care”. The group’s focus is on the most development of the area of people in around
their plants. The companies Grasim, Hindalco, Aditya Birla Nuvo and Ultra Tech of the group
have special Rural Development Cells, as most of the plants are in rural and tribal areas are
the bodies which put into action the CSR initiatives. The group in his effort towards
developing an improved better society has many foundations, NGO’s, and Central and State
governments as its partners, together with them, they mainly focus on Education, Healthcare
and Family Welfare, Social Issues, Infrastructure development and Sustainable livelihood.
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CSR ENGAGEMENT
The Aditya Birla Group is working in 5,000 villages, reaching out to 7.5 million people
annually through the Aditya Birla Centre for Community Initiatives and Rural Development.
Focusing on:
HealthCare • Education
Sustainable Livelihood
Women Empowerment
Infrastructure
Vision
Team
The Team comprises 150 qualified professionals and a very senior leader, besides CSR Board
level Committees, which include internal and external Directors. Furthermore, they have an
on- ground force of 1,000 field workers.
Annual spend
The Group’s annual spend in India is Rs.250 crore. Additionally, they mobilise Rs.200 crore
from Government schemes. Here, they act as catalysts and help the beneficiaries access the
funds earmarked for different schemes.
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Health care
Health care and family welfare goal is to cause to be fineness health care facilities to people
living in the rural community and everywhere throughout our Hospitals. Group runs 18
hospitals, pulse polio programs, mobile clinic’s -doctor's office visits, cleft lips, multi-
specialty and general medical camps, child health care and reproductive, mid-day meal
projects, supplementary nutrition, Sanitation, Safe drinking water, community hospitals,
household toilets, TB awareness, HIV / AIDS, cancer and prevention camps, Blood donation
camps Responsible parenting.
Education
To carry about Education, endeavour is to glow the wish for learning and information at
every phase throughout Group runs 45 schools, the company is doing work in Adult
education, formal and non-formal education, Scholarships for girl students, technical
education for boys and merit scholarships, Distance education, Girl student education,
Computer education facility and Digital literacy awareness program sector.
Sustainable
livelihood Aditya Birla Group programmes are aim at provided that livelihood in a close by
appropriate and eco-sustainable manner through Self-Help Groups (SHGs)-Micro-finance to
the farmers and women, Incorporated agriculture development, Integrated livestock activity,
Watershed management, Micro-enterprise development, Vocational training and Skill
development throughout Aditya Birla Technology Park for included training programs and
VT centers at the majority in association of our industrial plants.
Social causes
In Social Change, the company is enthusiast and support, Dowry-less mass marriages,
Widowre-marriage, Social security and insurance, Sports and culture, Women empowerment
etc.
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Infrastructure
To support agriculture and conserve water, check dams, 67 ponds, and bore-wells were built.
At Jagdishpur, the reformation of 110 primary schools and helping the setting up of the
midday meal kitchen at Veraval has involved more children in schools. The setting up of 59
lamps of solar at schools in Renukoot has been a boon to students. A community hall was
constructed at Gummidipoondi, community health centres at Rishra and Renukoot and a
75,000 liter storage tank at Veraval with sufficient pipelines to the villages have been
provided a welcome break in these critical rural areas
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FINDINGS
Healthcare
Over a million patients treated at 5,000 medical camps and our 20 hospitals annually.
50 deaf and mute children (0-5 years) underwent the cochlear implant surgery. This was a
life changing experience for the children as they can now speak and hear.
They have helped immunise 70 million children against polio over the last 7 years. For
the last 3 years, they have been working with Rotary International on the non-resurgence
of polio.
Mother and Child Healthcare projects serve 1 lakh women and their children every year.
Education
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They foster the cause of the girl child by supporting 40 Kasturba Gandhi Balika
Vidyalayas (residential schools for girls). They also foster Population First Foundation’s
programme Laadli for girl child advocacy and support.
Through KHEL, a Knowledge Hub for e-learning, 7,500 students across 50 schools in
Maharashtra, MP and UP learn English, Math and Science using game pedagogy
multimedia methods.
Vocational Training Centres and the Aditya Birla Rural Technology Park accord training
in sustainable livelihood projects to 95,000 people.
Through the Aditya Birla Skills Foundation, we have set up 5 large Multi Skill Multi
Sector Training Centres in Raipur, Udaipur, Vadodara, Bhopal and Nagpur, creating an
annual capacity of approx. 2,000 urban poor (18 – 30 years). Short term (2 to 3 months)
different skills training programmes are being offered to the youngsters at these Centres
ranging from hospitality to computers to electronic and electrical repair to cosmetology.
Plans are on the anvil to open another 6 to 8 centres by next year.
In a collaborative project with CII and Sector Skills Council – Pradhan Mantri Kaushal
Vikas Yojana (PMKVY), They run 6 centres. Up until now 2,200 youngsters (college
dropouts and unemployed youngsters) have benefited. Through this project, we train them
in automobile repairing, electrical services, IT enabled services, beauty and wellness,
BPO, retail sales, garment designing, courier services and logistics. Of the youngsters
registered with us, 75% are assured employment.
4,500 Self-Help Groups have led to the empowerment of 45,000 women who now
earn between Rs.3,000 to Rs.7,000 a month.
Infrastructure
Across the country, they have helped build community halls, school blocks, playgrounds,
approach roads, solar lights, water harvesting structures, installed hand pumps, facilitated
village drainage systems, impacting the lives of nearly 500,000 people.
They have installed more than 1,000 biogas plants pan India.
Working closely with Habitat for Humanity, we have so far built more than 500 houses
as part of their community outreach programme, besides supporting the building of an
additional 3,800 houses across India
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CSR MILESTONES AT ADITYA BIRLA GROUP
2017
Birla Cellulose is ranked Number one globally, for its work on the conservation of ancient
and endangered forests, by the NGO Canopy in its Hot Button Report.
Grasim Industries Limited is awarded the US Department of Agriculture (USDA)
certified biobased product label for its dope dyed fibres — Birla Spunshades.
2016
• Mrs. Rajashree Birla was honoured with the Lifetime Achievement Award 2015-2016 by the
Ladies’ Wing of the Indian Merchants’ Chamber Awards
2015
• ‘Champion of Humanity’ award bestowed upon Mrs. Rajashree Birla by the Hindustan Cha
mber of Commerce
2014
• Mrs. Rajashree Birla accorded the CSR Leader award — a Jury award — at the CEO India
Awards 2014.
• The Fine Arts Society (FAS), Mumbai, confers the 'FAS Stree Ratna Award 2014' on Mrs.
Rajashree Birla.
• Mrs. Rajashree Birla receives the 'Exceptional Leader – Social and Rural Development'
award from the ASSOCHAM Ladies League
• The Corporate Social Responsibility (CSR) team at Grasim Industries Limited (Grasim), a
global leader in viscose staple fibre manufacturing, wins the first 'CSR Activist of the Year
Award' instituted by the Federation of Madhya Pradesh Chamber of Commerce & Industries
for its work in uplifting the marginalised.
• Vikram Woollens, a unit of Grasim Industries Limited, is named the overall winner at the
'Amity CSR Conclave 2013'.
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• Novelis is honoured with 'Best Report' award in PR Daily's 2013 CSR Awards.
• The CSR team at Indian Rayon, Veraval is recognised with the 'Greentech CSR Award' for a
sustainable development project empowering 400 marginalised women through extensive
training in tailoring.
2013
• Aditya Birla Nuvo Ltd.- Madura Clothing- wins the 2013 Golden Peacock Award for
Corporate Social Responsibility.
• Mrs. Rajashree Birla is awarded the Godfrey Phillips 'Social Lifetime Achievement Award'
in April
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CONCLUSION
It can be concluded that in today’s informative world wherever information are readily
available to general public CSR has been a very important part of any organization to achieve
success. Organization in present world cannot be successful without taking into account the
social responsibility. CSR has been a vital component for any organization to have long-
lasting success and to create a brand.
All corporate houses are indebted social responsibility towards the society, national and
international in common which give it with all material, natural resources and human. In sight
of the long term sustainable growth and following the CSR norms, planning new policies and
implementation effectively is UN predictable to bring out and sustain an equilibrium among
society, corporate world, current generation, future generation and nature. As much as the
Aditya Birla Group is concerned, it has a long way in fulfilling its responsibility and duty
towards the nation and therefore the society. It has achieved the masses to raise their lives, to
take care for their dreams and to sharpen their skills mitigating the declaration of the founder.
All business houses have an obligation towards the environment and society, which provides
them with the much needed raw material and most importantly human resources. Aditya Birla
Group has very religiously and responsibly fulfilled their duty toward world, nation, society
and the environment. Aditya Birla Group has been actively participating in the development
of a self sustainable society. They have worked in the fields of education, health, social and
women’s issues. Their active participation and rising above the traditional philanthropic style
have added to both companies good will. They are very good examples to be followed by
nurturing business man throughout the world to how and why to take up the cause of CSR.
Thus to conclude this social participation of business would grow and result in a harmonious
and healthy bond between the society and business. CSR creates a better public image and
goodwill for the company which ultimately leads to in better business and also projects every
corporate as a good corporate citizen.
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BIBLIOGRAPHY
JOURNALS:
Hempel, Martin, (2008), Corporal Social Responsibility, Landshut, pages 12f; cp.
35 ISSN 2229-5518
WEBSITES:
www.google.com
www.wikipedia.com
http://adityabirla.com/home
http://www.naukrihub.com/hr-today/corporate-socialre-sponsibility.html
http://www6.miami.edu/ethics/pdf_files/csr_guide.pdf
http://www.adityabirla.com/csr/overview
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DR. V. N. BRIMS
Title of the project: Corporate Social Responsibility Activities Of Aditya Birla Group
Progress Report:
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corporate social responsibility activities of aditya birla group
ORIGINALITY REPORT
17 %
SIMILARITY INDEX
10%
INTERNET SOURCES
3%
PUBLICATIONS
14%
STUDENT PAPERS
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aktpl.com
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silo.tips
2 Internet Source 1%
vdocuments.net
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www.jetir.org
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blegscope.com
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6 Student Paper 1%
www.semanticscholar.org
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8 Submitted to International University of
Monaco 1%
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link.springer.com
13 Internet Source <1 %
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<1 %
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21 Bombay
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