Research

About my

Research

My research work reflects a strong integration of academic rigor, applied business insight, and societal relevance. With more than a decade of experience in teaching and research, my scholarly contributions span marketing, consumer behaviour, digital transformation, research methodology, tourism development, and startup ecosystems.

My research philosophy emphasizes evidence-based decision-making, interdisciplinary thinking, and the translation of theory into real-world impact for academia, industry, and policy environments.

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Research Focus Areas

Marketing Management Consumer Behaviour Marketing Research Digital Marketing Functional & Fortified Foods Tourism & Sustainability Startup Ecosystems

Publications

Niche Tourism in India: Role in Destination Development

Book Chapter | August 2022
Examines the role of niche tourism in sustainable destination development and its contribution to poverty alleviation within local communities in India.

Consumer Acceptance of Branded Fortified Foods

Journal Article | October 2019
Proposes a conceptual framework explaining consumer acceptance of branded fortified foods and beverages, highlighting health awareness and perception-driven behaviour.

Consumer Behaviour in Fortified Food Choice Decisions

Journal Article | March 2017
Critically reviews consumer health consciousness, labelling aspects, and informational cues influencing fortified food purchase decisions.

Functional Food Acceptance in India (Dataset)

Research Dataset | September 2015
Analyses socio-demographic and lifestyle determinants influencing functional food acceptance among Indian consumers.

Functional Food Acceptance in India (Conference Paper)

Conference Paper | June 2015
Investigates lifestyle changes, dietary habits, and their impact on lifestyle-related diseases, linking these factors to functional food adoption.

đź“Ś Full-text publications are available on my ResearchGate profile .

Conferences & Scholarly Engagements

I have presented my research at prestigious national and international conferences, contributing to scholarly dialogue and peer-reviewed knowledge exchange.

  • Indian Institute of Management Ahmedabad
  • Indian Institute of Management Bangalore
  • Indian Institute of Management Indore
  • Indian Institute of Management Jammu
  • Indian Institute of Technology Delhi

Workshops, FDPs & Research Leadership

  • External expert for PhD thesis evaluation
  • Resource person for Faculty Development Programs (FDPs)
  • PhD Supervisor and Research Coordinator
  • Head of the Department at PAFGC

My workshops focus on research methodology, academic writing for Scopus-indexed journals, marketing and digital marketing applications, and bridging academic research with industry and startup ecosystems.

Academic Credentials

  • PhD – National Institute of Technology Karnataka
  • M.Com – University of Calicut
  • MBA – Indira Gandhi National Open University
  • UGC–NET – Qualified (2011)
  • Experience – 10+ years in teaching and research
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