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              The Invention of the Shopping Cart and Its Psychological Impact on Consumer Behaviour

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              Organizational structures  shape company’s value creation

              Organizational structures  shape company’s value creation

              What is Asset Specificity?

              What is Asset Specificity?

              Do you know who Owns Corporations?

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              Arrival of my new book on Faith Economy co-authored by Dr. Shilpa Shinde

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              What are Treasury Bills?

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                How to write an appropriate title 

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                Can India regain the title of Vishwaguru?

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                    Impact of the Thucydides Trap and Clash of Civilization  on International Businesses

                    Launch of my book  titled “International Business”

                    Launch of my book titled “International Business”

                    Gift City is becoming India’s Capital Gateway

                    Gift City is becoming India’s Capital Gateway

                    The science of Psephology

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                    What is the Future of BRICS Currency?

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                    Ram Mandir tableau graced the 75th Republic Day of India

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                      Guiding 35 PhDs: A Journey of Mentorship, Transformation and Academic Fulfilment

                      The Story Behind the song “Khoya Khoya Chand” from Film Kala Bazar

                      The Story Behind the song “Khoya Khoya Chand” from Film Kala Bazar

                      Arrival of my new book on Faith Economy co-authored by Dr. Shilpa Shinde

                      Arrival of my new book on Faith Economy co-authored by Dr. Shilpa Shinde

                      The story behind the Swedish word Lagom which means Just Enough

                      The story behind the Swedish word Lagom which means Just Enough

                      Lasting friendship between R.K.Narayan and Graham Green that shaped the famous film novel ‘The Guide’

                      Lasting friendship between R.K.Narayan and Graham Green that shaped the famous film novel ‘The Guide’

                      Mumbai’s Historic Single Cinema Screen Maintains Brand Loyalty of Marathi Cinema Viewers 

                      Why Memories are a fuel of our life

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                      Petrichor – the earthy scent of the first rain

                      Dr Vidya Hattangadi by Dr Vidya Hattangadi
                      September 26, 2022
                      in Current Affairs, News
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                      Rain is one of the most beautiful gifts given to us by Mother Nature. Almost every person loves the rainy season; I am sure all of us love especially the first rain of the summer season. The sight of raindrops falling after a long summer is really beautiful, and the most beautiful things about the first rain are the ‘fragrance’ of that rain when it first hits the ground. Countless movie makers have captured the first rain in their lenses for adding quintessence to their stories. I often think as though the serene, mild and rustic smell of the earth gives out the fragrance in gratitude to the rain God after the long dry spell of weather.

                      I remember this famous translated poem in English from a Hebrew poetry “The first rain reminds me of the rising summer dust. The rain doesn’t remember the rain of yesteryear. A year is a trained beast with no memories”.

                      Yes, the smell that makes us poetic, romantic, happy seems to come from rain striking fresh soil. All of us are familiar with this smell, but why does that particular rain smell so amazing? Water itself does not have any smell, so what’s the secret behind this beautiful smell? This earthy smell is known as “Petrichor” the scent has long been chased by scientists and even perfumers for its enduring fragrance/ appeal. It is so delightful. The scent is caused by three things. One is bacteria: Soil-dwelling bacteria called actinomycetes which produce spores in the dry soil. When rain falls on these spores (a minute, typically one-celled, reproductive unit capable of giving rise to a new individual) it displaces them. The moist air carries these spores; therefore, we are able to smell them. The other reason is plants: certain plants and trees release oil that gets collected on soil and rocks. The rain causes this oil to be diffused in the air, and that sweet smell is carried to our excited noses. There is also the third reason: the Ozone layer also disperses a sweet smell of rain.

                      Bacteria, plants and even lightning can all play a role in the pleasant smell we experience after a thunderstorm; that of clean air and wet earth.

                      Petrichor – the scientific word used to describe the smell in the air after rainfall, is derived from a Greek word “petra” meaning stone and “ichor” means the fluid that flows in the veins of the gods in Greek mythology.  This phenomenon was first characterized by two Australian scientists in 1964, when their article was published and gave an explanation about the cause of the smell. According to them, plants exude some natural oil and these oils mix with the surrounding soil, where they are stored until the next rainfall. When rain mixes with the dry dirt, these oils are released into the atmosphere. And at the same time a chemical compound found in the soil known as ‘geosmin’ also stimulated up by falling rain.

                      Do you know that Petrichor translated as ‘Mitti attar’ (translated as fragrance of mud in HIndi) is produced using clay extracted from the topsoil and baked in a kiln (furnace)? This is produced in Kannauj – famously known as perfume capital of India — Kannauj is in Uttar Pradesh. A century-old process is used to recreate that earthy smell of the first shower. The scent is used in shampoos and bath soaps also.

                      Some scientists have observed that the Petrichor scent is associated with the color green, suggesting the deep-seated link between a season’s first rain and the expectation of growth of the nature. The first rain and its earthy scent have positive association rooted in the mankind’s collective consciousness around the world. After all, the plants, creatures, rivers, ponds all long for the rainfall. The next time you relish the scent of fresh rain; remember that it is a cultural identification derived from few centuries, from our ancestors.a

                      Tags: actinomycetesDr. Vidya Hattangadiearthy fragrancegeosminKannaujMitti Attarnatural oilPerfume Capital of India.PetrichorplantsUP
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                      Dr Vidya Hattangadi

                      Dr Vidya Hattangadi

                      Dr. Vidya Hattangadi is an accomplished academician, researcher, and thought leader with over four decades of combined experience 20 years in managerial roles in industry and 24 years in management education. She holds a PhD in Marketing Management from Savitribai Phule Pune University and a D.Litt. from the University of Mumbai for her post-doctoral published work. She is a prolific writer and blogger, Dr. Hattangadi runs the widely read blog www.drvidyahattangadi.com, which enjoys strong organic traffic and engages readers across a broad spectrum of subjects, including management, leadership, psychology, social trends, music, current affairs, and politics and psychology. Her blog is 12 years old. Her experience of combining knowledge of industry work with an academic background creates a powerful, "pracademic" profile that bridges the gap between theoretical knowledge and practical application. This hybrid approach has made her a powerful Professor in the classrooms and she has produced graduates who are not just knowledgeable, but industry-ready. She worked for Maratha Mandir’s Babasaheb Gawde Institute of Management Studies as Director, Research Head and Professor. She has written a fortnightly column for The Financial Express from 2017 to 2021 and has contributed extensively to leading publications such as The Hindu, Free Press Journal, and The Economic Times. Her articles are known for their analytical depth, clarity, and relevance to contemporary issues. Dr. Hattangadi has successfully guided 35 PhD scholars in Management Studies across institutions such as the University of Mumbai, SNDT Women’s University, and Yashwantrao Chavan Maharashtra Open University (YCMOU) and Guglielmo Unimarconi Italian University. Currently, she is working on her YouTube channel "Vidya's Vidya" mentoring doctoral researchers in the areas of Finance, Strategic Management, Organizational Behaviour, Human Resource Management, and Marketing Management. She is an accomplished author, she has written books on Strategic Management, Buyer Behaviour, International Business and Entrepreneurship Management, Faith Economy, contributed chapters to four edited volumes of books, and published over 350 research papers in national and international journals. Her scholarly work has strong visibility and impact, reflected in her robust presence on Google Scholar, Research Gate, Vidwan etc. Her research in all fields of management studies is truly ground-breaking. The rigor and depth of her knowledge have set a new standard in our field of management studies.

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