Search results for: Anshu Gupta

Authors: Akshita Gaba, Ria P. Dey, Sanya Karotiya, Smrijanee Dash, Soni Gupta

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This research paper explores the significance of environmental awareness and community outreach initiatives undertaken by the Speak Up World Foundation; a non-profit organization founded in 2021. The study delves into the historical context of environmental issues, identifies the driving factors contributing to environmental degradation, and outlines tasks undertaken by the foundation to promote environmental consciousness. The paper also highlights the impact of these efforts on the community and emphasizes the need for continued dedication to ensure sustainable coexistence with our environment.

Keywords: environment, social service, organization, degradation, survey

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Authors: Ila Shukla, Lubna Azmi, Shyam Sunder Gupta, C. V. Rao

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Treatments against Hepatitis-C virus (HCV) are already available, but the current high cost of such treatments limit them to wealthy patients only. Hence our current study is aimed at the rectification of HCV infection by using Lichen rangiferinus (LRE) extract in in vitro cultures. Anti-HCV activity of the given extract was evaluated using the virus grown in cell culture (HCVcc). Two control inhibitors, erlotinib and telaprevir, were systematically included in each experiment. At the end of the incubation period, we evaluated cell viability and viral replication. The LRE inhibited the growth of HCV in a dose dependent manner.

Keywords: Erlotinib, Hepatitis C, Lichen rangiferinus, Telaprevir

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Authors: Shashank Gupta, Shiva Garg

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The purpose of the present paper is to study the changes in the strength characteristics of autoclaved aerated concrete (AAC) and also the density when different expansion agents are used. The expansion agent so used releases air in the concrete thereby making it lighter by reducing its density. It also increases the workability of the concrete. The various air entraining agents used for this study are hydrogen peroxide, oleic acid, and olive oil. The addition of these agents causes the concrete to rise like cake but it reduces the strength of concrete due to the formation of air voids. The amount of agents chosen for concrete production are 0.5%, 1%, 1.5% by weight of cement.

Keywords: AAC, olive oil, hydrogen peroxide, oleic acid, steam curing

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Authors: Som Nath Sachdeva, Vanita Aggarwal, S. M. Gupta

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Use of concrete paver blocks is becoming increasingly popular. They are used for paving of approaches, paths and parking areas including their application in pre-engineered buildings. This paper discusses the results of an experimental study conducted on Fly Ash Concrete with the aim to report its suitability for concrete paver blocks. In this study, the effect of varying proportions of fly ash, 20 % to 40 %, on compressive strength and flexural strength of concrete has been evaluated. The mix designs studied are M-30, M-35, M-40 and M-50. It is observed that all the fly ash based mixes are able to achieve the required compressive and flexural strengths. In comparison to control mixes, the compressive and flexural strengths of the fly ash based mixes are found to be slightly less at 7 days and 28 days and a little more at 90 days.

Keywords: fly ash concrete, paver blocks, compressive, flexural strength

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Authors: Ananya G., B. Varshitha, Shwetha S., Kavitha S. N., Praveen Kumar Gupta

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Teleportation is the ability to travel by just reappearing at some other spot. Though teleportation has never been achieved, quantum teleportation is possible. Quantum teleportation is a process of transferring the quantum state of a particle onto another particle, under the circumstance that one does not get to know any information about the state in the process of transformation. This paper presents a brief overview of quantum teleportation, discussing the topics like Entanglement, EPR Paradox, Bell's Theorem, Qubits, elements for a successful teleport, some examples of advanced teleportation systems (also covers few ongoing experiments), applications (that includes quantum cryptography), and the current hurdles for future scientists interested in this field. Finally, major advantages and limitations to the existing teleportation theory are discussed.

Keywords: teleportation, quantum teleportation, quantum entanglement, qubits, EPR paradox, bell states, quantum particles, spooky action at a distance

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Authors: Sukant Mehra, Parth Gupta, Varun Arora, Sarvoday Singh, Amit Kohli

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The study was emphasised on dry sliding wear behavior of AISI 1042 steel. Dry sliding wear tests were performed using pin-on-disk apparatus under normal loads of 5, 7.5 and 10 kgf and at speeds 600, 750 and 900 rpm. Response surface methodology (RSM) was utilized for finding optimal values of process parameter and experiment was based on rotatable, central composite design (CCD). It was found that the wear followed linear pattern with the load and rpm. The obtained optimal process parameters have been predicted and verified by confirmation experiments.

Keywords: central composite design (CCD), optimization, response surface methodology (RSM), wear

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Authors: Rajeev Kumar Bedi, Jaswinder Singh, Sunil Kumar Gupta

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The demand for cloud storage is increasing because users want continuous access their data. Cloud Storage revolutionized the way how users access their data. A lot of cloud storage service providers are available as DropBox, G Drive, and providing limited free storage and for extra storage; users have to pay money, which will act as a burden on users. To avoid the issue of limited free storage, the concept of Multi Cloud Storage introduced. In this paper, we will discuss the limitations of existing Multi Cloud Storage systems for mobile devices.

Keywords: cloud storage, data privacy, data security, multi cloud storage, mobile devices

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Authors: Sudeepti Dayal, Neelesh Gupta

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In terms of transmission, bigger the size of any image, longer the time the channel takes for transmission. It is understood that the bandwidth of the channel is fixed. Therefore, if the size of an image is reduced, a larger number of data or images can be transmitted over the channel. Compression is the technique used to reduce the size of an image. In terms of storage, compression reduces the file size which it occupies on the disk. Any image is based on two parameters, region of interest and non-region of interest. There are several algorithms of compression that compress the data more economically. In this paper we have reviewed region of interest and non-region of interest based compression techniques and the algorithms which compress the image most efficiently.

Keywords: compression ratio, region of interest, DCT, DWT

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Authors: Triloki Nath, R. K. Gupta, L. P. Singh

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The aim of this paper is to find the new exact solution of the blast wave problem in one-dimensional unsteady adiabatic flow for generalized geometry in a compressible, inviscid ideal gas with dust particles. The density of the undisturbed region is assumed to vary according to a power law of the distance from the point of explosion. The exact solution of the problem in form of a power in the distance and the time is obtained. Further, the behaviour of the total energy carried out by the blast wave for planar, cylindrically symmetric and spherically symmetric flow corresponding to different Mach number of the fluid flow in dusty gas is presented. It is observed that the presence of dust particles in the gas yields more complex expression as compared to the ordinary Gasdynamics.

Keywords: shock wave, blast wave, dusty gas, strong shock

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Authors: Gagnesh Kumar, Prashant Gupta

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This paper investigates the performance of the bundle of single wall carbon nanotubes (SWCNT) for low-power and high-speed interconnects for future VLSI applications. The power dissipation, delay and power delay product (PDP) of SWCNT bundle interconnects are examined and compared with that of the Cu interconnects at 22 nm technology node for both intermediate and global interconnects. The results show that SWCNT bundle consume less power and also faster than Cu for intermediate and global interconnects. It is concluded that the metallic SWCNT has been regarded as a viable candidate for intermediate and global interconnects in future technologies.

Keywords: carbon nanotube, SWCNT, low power, delay, power delay product, global and intermediate interconnects

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Authors: Srivatsav Sanjay Sridhar, Asvitha Raja, Prathit Kalra, Soni Gupta

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Database management is a system that keeps track of details about a person in an organisation. Not a lot of orphanages these days are shifting to a computer and program-based system, but unfortunately, most have only pen and paper-based records, which not only consumes space but it is also not eco-friendly. It comes as a hassle when one has to view a record of a person as they have to search through multiple records, and it will consume time. This program will organise all the data and can pull out any information about anyone whose data is entered. This is also a safe way of storage as physical data gets degraded over time or, worse, destroyed due to natural disasters. In this developing world, it is only smart enough to shift all data to an electronic-based storage system. The program comes with all features, including creating, inserting, searching, and deleting the data, as well as printing them.

Keywords: database, orphans, programming, C⁺⁺

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Authors: Priyanka Gupta, Nilanjana Bairagi, Deepti Gupta

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New pathogenic strains of microbes are continually emerging and resistance of bacteria to antibiotics is growing. Hospitals in India have a high burden of infections in their intensive care units and general wards. Rising incidence of hospital infections is a matter of great concern in India. This growth is often attributed to the absence of effective infection control strategies in healthcare facilities. Government, therefore, is looking for cost effective strategies that are effective against HAIs. One possible method is by application of an antimicrobial finish on the uniform. But there are limited studies to show the effect of antimicrobial activity of antimicrobial finish treated nurses’ uniforms in a real hospital set up. This paper proposes a prospective non-destructive sampling technique, based on the use of a detachable fabric patch, to assess the effectiveness of silver based antimicrobial agent across five wards in a tertiary care government hospital in Delhi, India. Fabrics like polyester and polyester cotton blend fabric which are more prevalent for making coats were selected for the study. Polyester and polyester cotton blend fabric was treated with silver based antimicrobial (AM) finish. At the beginning of shift, a composite patch of untreated and treated fabric respectively was stitched on the abdominal region on the left and right side of the washed white coat of participating nurse. At the end of the shift, the patch was removed and taken for bacterial sampling on Brain Heart Infusion (BHI) plates. Microbial contamination on polyester and blend fabrics after 6 hours shift was compared in Brain Heart Infusion broth (BHI). All patches treated with silver based antimicrobial agent showed decreased bacterial counts. Percent reduction in the bacterial colonies after the antimicrobial treatment in both fabrics was 81.0 %. Antimicrobial finish was equally effective in reducing microbial adhesion on both fabric types. White coats of nurses become progressively contaminated during clinical care. Type of fabric used to make the coat can affect the extent of contamination which is higher on polyester cotton blend as compared to 100% polyester. The study highlights the importance of silver based antimicrobial finish in the area of uniform hygiene. Bacterial load can be reduced by using antimicrobial finish on hospital uniforms. Hospital staff uniforms endowed with antimicrobial properties may be of great help in reducing the occurrence and spread of infections.

Keywords: antimicrobial finish, bacteria, infection control, silver, white coat

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Authors: Bharti Gupta, Alaukik Sharma

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The first aim is to determine the effect of the Earth's magnetic field on the motion of a conductor to evaluate the variations of the orbital elements of the conductor due to these effects. The effects of Earth's magnetic field on the motion of conductors have been studied at different heights, longitudes and latitudes. When the conductor cut the geomagnetic line of force, then an electro-motive force (EMF) is induced across to the conductor. Due to this induced EMF, an induced current will flow through the conductor. Resulting, a Lorentz force will be applied on the conductor who opposes the motion of the conductor. So our second aim is to determine the accurate value of Induced EMF and induced Lorentz Force at different heights, longitudes and latitudes.

Keywords: induced EMF, Lorentz force, geomagnetic lines of force, moving conductor

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Authors: Gagnesh Kumar, Nitin Gupta

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Ternary Content Addressable Memory cells are mainly popular in network routers for packet forwarding and packet classification, but they are also useful in a variety of other applications that require high-speed table look-up. The main TCAM-design challenge is to decrease the power consumption associated with the large amount of parallel active circuitry, without compromising with speed or memory density. Furthermore, when the channel length decreases, leakage power becomes more significant, and it can even dominate dynamic power at lower technologies. In this paper, we propose a TCAM-design technique, called Virtual Power Supply technique that reduces the leakage by a substantial amount.

Keywords: match line (ML), search line (SL), ternary content addressable memory (TCAM), Leakage power (LP)

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Authors: Pratiksha Dubey, Praveen Singh, Shantanu Sen Gupta, Anand K. Bachhawat

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5-oxoproline (pyroglutamic acid) is a cyclic lactam of glutamic acid. In the cell, it can be produced by several different pathways and is metabolized into glutamate with the help of the 5-oxoprolinase enzyme (OPLAH or OXP1). The inhibition of 5-oxoprolinase enzyme in mammals was found to result in heart failure and is thought to be a consequence of oxidative stress [1]. To analyze the consequences of 5-oxoproline accumulation more clearly, we are generating models for 5-oxoproline accumulation in yeast. The 5-oxoproline accumulation model in yeast is being developed by two different strategies. The first one is by overexpression of the mouse  -glutamylcyclotransferase enzyme. It degrades -glu-met dipeptide into 5-oxoproline and methionine taken by the cell from the medium. The second strategy is by providing high concentration of 5-oxoproline externally to the yeast cells. The intracellular 5-oxoproline levels in both models are being evaluated. In addition, the metabolic and cellular consequences are being investigated.

Keywords: 5-oxoproline, pyroglutamic acid, yeast, genetics

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Authors: Shaina Nagpal, Amit Gupta

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In this work, all optical Stimulated Brillouin Scattering (SBS) generated single sideband with suppressed carrier is presented to provide better efficiency. The generation of single sideband and enhanced carrier power signal using the SBS technique is further used to strengthen the low shifted sideband and to suppress the upshifted sideband. These generated single sideband signals are able to work at high frequency ranges. Also, generated single sideband is validated over 90 km transmission using single mode fiber with acceptable bit error rate. The results for an equivalent are then compared so that the acceptable technique is chosen and also the required quality for the optimum performance of the system is reported.

Keywords: stimulated Brillouin scattering, radio over fiber, upper side band, quality factor

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Authors: Manoj Gupta, Nirmendra Singh Bhadauria

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Most of the applications in image processing require high spatial and high spectral resolution in a single image. For example satellite image system, the traffic monitoring system, and long range sensor fusion system all use image processing. However, most of the available equipment is not capable of providing this type of data. The sensor in the surveillance system can only cover the view of a small area for a particular focus, yet the demanding application of this system requires a view with a high coverage of the field. Image fusion provides the possibility of combining different sources of information. In this paper, we have decomposed the image using DTCWT and then fused using average and hybrid of (maxima and average) pixel level techniques and then compared quality of both the images using PSNR.

Keywords: image fusion, DWT, DT-CWT, PSNR, average image fusion, hybrid image fusion

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Authors: Anshul Gupta, T. Shankar

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In this paper, we had analyzed the call drop to provide a good quality of service to user. By optimizing it we can increase the coverage area and also the reduction of interference and congestion created in a network. Basically handover is the transfer of call from one cell site to another site during a call. Here we have analyzed the whole network by two method-statistic model and analytic model. In statistic model we have collected all the data of a network during busy hour and normal 24 hours and in analytic model we have the equation through which we have to find the call drop probability. By avoiding unnecessary handovers we can increase the number of calls per hour. The most important parameter is co-efficient of variation on which the whole paper discussed.

Keywords: coefficient of variation, mean, standard deviation, call drop probability, handover

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Authors: S. Dey, P. Sibanda, S. Gupta, A. Chakraborty

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The occurrence of high nocturnal surface ozone over a tropical urban area (23̊ 32′16.99″ N and 87̊ 17′ 38.95″ E) is analyzed in this paper. Five incidences of nocturnal ozone maxima are recorded during the observational span of two years (June, 2013 to May, 2015). The maximum and minimum values of the surface ozone during these five occasions are 337.630 μg/m³ and 13.034 μg/m³ respectively. HYSPLIT backward trajectory analyses and wind rose diagrams support the horizontal transport of ozone from distant polluted places. Planetary boundary layer characteristics, concentration of precursor (NO₂) and meteorology are found to play important role in the horizontal and vertical transport of surface ozone during nighttime.

Keywords: nocturnal ozone, planetary boundary layer, horizontal transport, meteorology, urban area

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Authors: Pardeep Gupta

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The purpose of this paper is to present a case study on TPM implementation methodology and to highlight the benefits achieved after TPM in an engineering industry XYZ Ltd. (name changed) situated in Mohali, Punjab. The improvements in key performance indicators (PQCDSM) after implementing the TPM proved that its implementation helped the company significantly to achieve higher productivity, customer satisfaction, morale, and profits. The manufacturing cost reduced by 30%, overall equipment efficiency increased from 63% in 2010 to 84% after three years and productivity improved by 67%. The Company has won the TPM Excellence Award, Category-A in 2013 and after that continued implementing second phase of TPM. The findings of the study govern that the strategic TPM implementation can significantly contribute for the realization of operational excellence in almost all types of industry.

Keywords: total productive maintenance, overall equipment efficiency, continuous improvement, manufacturing excellence, availability, TPM initiatives, productivity

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Authors: Nisha Singh, Munish Puri, Collin Barrow, Deepak Tuli, Anshu S. Mathur

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The biological conversion of lignocellulosic biomass to ethanol is a promising strategy to solve the present global crisis of exhausting fossil fuels. The existing bioethanol production technologies have cost constraints due to the involvement of mandate pretreatment and extensive enzyme production steps. A unique process configuration known as consolidated bioprocessing (CBP) is believed to be a potential cost-effective process due to its efficient integration of enzyme production, saccharification, and fermentation into one step. Due to several favorable reasons like single step conversion, no need of adding exogenous enzymes and facilitated product recovery, CBP has gained the attention of researchers worldwide. However, there are several technical and economic barriers which need to be overcome for making consolidated bioprocessing a commercially viable process. Finding a natural candidate CBP organism is critically important and thermophilic anaerobes are preferred microorganisms. The thermophilic anaerobes that can represent CBP mainly belong to genus Clostridium, Caldicellulosiruptor, Thermoanaerobacter, Thermoanaero bacterium, and Geobacillus etc. Amongst them, Clostridium thermocellum has received increased attention as a high utility CBP candidate due to its highest growth rate on crystalline cellulose, the presence of highly efficient cellulosome system and ability to produce ethanol directly from cellulose. Recently with the availability of genetic and molecular tools aiding the metabolic engineering of Clostridium thermocellum have further facilitated the viability of commercial CBP process. With this view, we have specifically screened cellulolytic and xylanolytic thermophilic anaerobic ethanol producing bacteria, from unexplored hot spring/s in India. One of the isolates is a potential CBP organism identified as a new strain of Clostridium thermocellum. This strain has shown superior avicel and xylan degradation under unoptimized conditions compared to reported wild type strains of Clostridium thermocellum and produced more than 50 mM ethanol in 72 hours from 1 % avicel at 60°C. Besides, this strain shows good ethanol tolerance and growth on both hexose and pentose sugars. Hence, with further optimization this new strain could be developed as a potential CBP microbe.

Keywords: Clostridium thermocellum, consolidated bioprocessing, ethanol, thermophilic anaerobes

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Authors: Sandeep Kumar, Naveen Gupta

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The propagation of the Non-Gaussian laser beam results in strong self-focusing as compare to the Gaussian laser beam, which helps to achieve a prerequisite of the plasma-based electron, Terahertz generation, and higher harmonic generations. The theoretical investigation on the evolution of non-Gaussian laser beam through the collisional plasma with ramped density has been presented. The non-uniform irradiance over the cross-section of the laser beam results in redistribution of the carriers that modifies the optical response of the plasma in such a way that the plasma behaves like a converging lens to the laser beam. The formulation is based on finding a semi-analytical solution of the nonlinear Schrodinger wave equation (NLSE) with the help of variational theory. It has been observed that the decentred parameter ‘q’ of laser and wavenumber of ripples of medium contribute to providing the required conditions for the improvement of self-focusing.

Keywords: non-Gaussian beam, collisional plasma, variational theory, self-focusing

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Authors: Swapnil Gupta, C. Pandu Rangan

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A uniquely restricted matching is defined to be a matching M whose matched vertices induces a sub-graph which has only one perfect matching. In this paper, we make progress on the open question of the status of this problem on interval graphs (graphs obtained as the intersection graph of intervals on a line). We give an algorithm to compute maximum cardinality uniquely restricted matchings on certain sub-classes of interval graphs. We consider two sub-classes of interval graphs, the former contained in the latter, and give O(|E|^2) time algorithms for both of them. It is to be noted that both sub-classes are incomparable to proper interval graphs (graphs obtained as the intersection graph of intervals in which no interval completely contains another interval), on which the problem can be solved in polynomial time.

Keywords: uniquely restricted matching, interval graph, matching, induced matching, witness counting

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Authors: S. K. Gupta, Richa Bansal

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In a deregulated power system structure, power producers, and customers share a common transmission network for wheeling power from the point of generation to the point of consumption. All parties in this open access environment may try to purchase the energy from the cheaper source for greater profit margins, which may lead to overloading and congestion of certain corridors of the transmission network. This may result in violation of line flow, voltage and stability limits and thereby undermine the system security. Utilities therefore need to determine adequately their Available Transfer Capability (ATC) to ensure that system reliability is maintained while serving a wide range of bilateral and multilateral transactions. This paper presents power transfer distribution factor based on AC load flow for the determination and enhancement of ATC. The study has been carried out for IEEE 24 bus Reliability Test System.

Keywords: available transfer capability, FACTS devices, power transfer distribution factors, electric

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Authors: Mani Gupta

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This study deals with question: i) Whether ICT plays a positive role in improvement of efficiency of LIPs in terms of providing efficient services to the Users in LICs? and ii) Role of finance in terms of required technological logistics and infrastructure for usage of ICT based services to comfort in accessing databases by Users in LICs. This is based on primary data which are collected from various libraries and Information Centers of NCR Delhi. The survey conducted during December 15 and 31, 2010 on 496 respondents across 96 libraries and information centers in NCR Delhi through electronic data collection method. There is positive and emphatic relationship between ICT and its effect on improving the level of efficient services providing by LIPs in LICs in NCR Delhi. This is divided into 6 sub-headings and finally the outcomes.

Keywords: modern globalization, linear correlation, efficient service, internet revolution, logistics

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Authors: Anil Kumar Tripathi, Ratneshwer Gupta

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All the software engineering researches and best industry practices aim at providing software products with high degree of quality and functionality at low cost and less time. These requirements are addressed by the Component Based Software Engineering (CBSE) as well. CBSE, which deals with the software construction by components’ assembly, is a revolutionary extension of Software Engineering. CBSE must define and describe processes to assure timely completion of high quality software systems that are composed of a variety of pre built software components. Though these features provide distinct and visible benefits in software design and programming, they also raise some challenging problems. The aim of this work is to summarize the pertinent issues and considerations in CBSE to make an understanding in forms of concepts and observations that may lead to development of newer ways of dealing with the problems and challenges in CBSE.

Keywords: software component, component based software engineering, software process, testing, maintenance

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Authors: G. Sivakumar, T. Pratyusha, D. Gupta, W. Shen

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To get ohmic contact between the cathode and organic semiconductor, transport layers are introduced between the active layer and the electrodes. Generally zinc oxide or titanium dioxide are used as electron transport layer. When electron transport layer is doped with lithium, the resultant film exhibited superior electronic properties, which enables faster electron transport. Doping is accomplished by heat treatment of films with Lithium salts. Li-doped films. We fabricated organic solar cell using PTB7(poly(3-hexylthiopene-2,5- diyl):PCBM(phenyl-C61-butyric acid methyl ester) and found that the solar cells prepared using Li doped films had better performance in terms of efficiency when compared to the undoped transport layers.

Keywords: electron transport layer, higher efficiency, lithium doping, ohmic contact

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Authors: Divij Gupta

Abstract:

Pendular systems have a range of both mathematical and engineering applications, ranging from modelling the behaviour of a continuous mass-density rope to utilisation as Tuned Mass Dampers (TMD). Thus, it is of interest to study the differential equations governing the motion of such systems. Here we attempt to generalise these equations of motion for the plane compound pendulum with a finite number of N point masses. A Lagrangian approach is taken, and we attempt to find the generalised form for the Euler-Lagrange equations of motion for the i-th bob of the N -bob pendulum. The co-ordinates are parameterized as angular quantities to reduce the number of degrees of freedom from 2N to N to simplify the form of the equations. We analyse the form of these equations up to N = 4 to determine the general form of the equation. We also develop a MATLAB program to compute a solution to the system for a given input value of N and a given set of initial conditions.

Keywords: classical mechanics, differential equation, lagrangian analysis, pendulum

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Authors: Sakshi Batra, Suresh Gupta, Pratik Pande, Navneet Kaur, Lovdeep Kaur

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The objective of this study is removal of Methylene blue dye or reactive orange-16 from industrial waste water or from soil using bioremediation technique. As huge amount of dyes are releasing from textile industry in water and soil environment during dyeing process. In this study, we focused on removal of Methylene blue dye and Reactive orange dye from industrial soil at different initial concentration of dye. An experiment study was carried out at methylene blue dye or Reactive orange-16 dye at varying concentration of both the dye as 50 ppm, 100ppm, 200 ppm, 300 ppm and 400 ppm. Maximum removal is obtained at 16-20 hours Experiments are carried out for pH, Temperature and MSM composition. The final concentration has been observed by UV-VIS. The two species has been isolated from the Industrial effluent. Finally the product analysis has been done by GC-MS.

Keywords: bioremediation, cultural growth, dyes, environment

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Authors: Pawan Hinge, Priya Gupta

Abstract:

Due to cutting edge competitions between organizations and war for talent, the workforce as an asset is gaining significance. The employees are considered as the brand ambassadors of an organization, and their interactions with the clients and customers might impact directly or indirectly on the overall value of the organization. Especially, organizations in the healthcare industry the value of an organization in the perception of their employees can be one of the revenue generating and talent retention strategy. In such context, it is essential to understand that the brand awareness among employees can effect on employer brand image and brand value since the brand ambassadors are the interface between organization and customers and clients. In this exploratory study, we have adopted both quantitative and qualitative approaches for data analysis. Our study shows existing variation among nurses working in different business units of the same organization in terms of their customer interface or interactions and brand awareness.

Keywords: brand awareness, brand image, brand value, customer interface

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