Purpose:  A green entrepreneur's enterprise prioritises environmental protection by minimising the negative impact of existing products, services, or processes. It contributes to the beneficial transformation of society. This study discusses green entrepreneur challenges and innovations in Tamil Nadu's Salem District.  The intention of this study is to determine what factors determine the obstacles they experience in their business and how to transform those obstacles into opportunities   Design/methodology/approach:  Snowball sampling is employed to choose the population for this study from Salem's vast population, and the total number of respondents chosen is 50.   Findings: Simple Percentage Analysis, Chi-Square, and the Henry Garrett Ranking Method are utilised for measuring the factors. The result of testing the hypothesis indicates that there is no correlation between age and the influence to start a business using technical or professional knowledge and skill   Future Implications: Our work presents a range of theoretical and practical implications, as previously said, but it is not without limitations. In order to ascertain the direct and indirect effects of stakeholder demands, green dynamic capacity, green innovation, and firm performance, we first propose that future research make use of our framework and conduct a comparison study of small and large enterprises

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COVID-19 pandemic has ended in massive loss of valuable human lives and their family members. It caused destruction of livelihoods as well as financial crisis of unpredicted and unexpected levels across the globe. Indian Government in association with Ministry of Ayush has formulated many strategies and preventive measures to handle the situation of COVID-19. These strategies and implementation has helped the people to overcome the early stages of infection caused by Corona virus. Thus the researcher intends to analyze the perception and preference towards Ayurvedic medicines after COVID-19 among the general public in Tamil Nadu. The researcher also aimed to find out the preference given by the respondents towards Ayurvedic Medicines frequently taken by them for treating different types of illness. The study was carried among the public throughout Tamil Nadu. Convenience sampling method was used to draw the samples from the study area. The sample size was 390 respondents. Research model was framed with the variables perception, usage, preference and satisfaction. Four hypotheses were framed for this research. Primary data was collected through Well-structured questionnaire. Variables such as perception, usage, preference and satisfaction were used in the questionnaire.

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