The Department of Management, Paari School of Business, SRM University–AP, students of Bachelor of Business Administration (BBA), 2nd year Devabhaktuni Saanvi and Renuka Reddy Vanipally at the International Conference on “Sustainable Synergies: Technological Innovation and Resilience in Global Business Practices” organised by the Department of Commerce, MAHE Bengaluru, on 27–28 November 2025.
The students presented their research paper titled “Role of Sustainable Branding in Promoting Ethical Consumerism: A Study on Consumer Buying Behaviour of Cracked Dragon Fruit Value-Added Product.”
Their work explored:
- Upcycling cracked dragon fruit into innovative, value-added products
- Reducing food wastage through sustainability-oriented solutions
- Consumer response to eco-friendly and ethical branding
- Emerging trends in ethical consumption in modern markets
The two-day conference featured insightful expert talks and panel discussions on sustainability, innovation, consumer behaviour, and agribusiness. The students benefited from engaging conversations with academicians and industry leaders, gaining a deeper understanding of sustainability-driven business practices and the market potential of upcycled products. The experience provided significant academic enrichment and exposure to the students. The presentation was well received by the panel. Experts commended the novelty, sustainability relevance, and practical significance of the study.
The students extend their sincere gratitude to Dr Nagalakshmi MVN, Assistant Professor, Paari School of Business, for her dedicated mentorship, detailed guidance, and constant encouragement. Dr M I Nafeesathul Basariya, Program Director, Department of Commerce & Management, Dr Lalita Mohan Mohapatra, HoD, Department of Commerce & Management, and Dr S V Ramana Rao, Associate Dean – Academic Operations & Accreditation for their support and motivation throughout the research development and conference participation.
