Qualification : PhD (MDI Gurgaon), MSc. (Marketing), University of Manchester
Functional Area : Marketing

Journal Articles Published 

• ‘I am not sure if I’ll try- Barriers& Drivers of Consumption of Plant-Based Meat Alternative among Indian Consumers‘ in Journal of Macromarketing, 2025. ABDC A
• ‘Micro or Meso: Do influencers influence veganism?’ in Journal of Marketing Communications, 2025 ABDC B
• ‘Determining the causes of user frustration in the case of conversational chatbots’ in Behaviour & Information Technology, 2024. ABDC A
• ‘Understanding Privacy Paradox: An Experimental Approach to Study Privacy Concerns and Actual Disclosure Among App Users’ in Journal of Organizational Computing and Electronic Commerce, 2023. ABDC A
• ‘Factors affecting the adoption of slow fashion- An Exploratory Study of multiple stakeholders’ in Journal of Macromarketing, 2022. ABDC A
• ‘Factors Affecting the Adoption of Battery Electric Vehicles in India: An Exploratory Study’ in Transportation Research Part D: Transport and Environment, 2021. ABDC A
• ‘Why does Privacy Paradox exist? A Qualitative Inquiry to Understand the Reasons for Privacy Paradox among Smartphone Users in Journal of Electronic Commerce in Organizations (JECO), 2021.  ABDC B
• ‘Communicating Bad News of COVID-19: An Empirical Study of Patient’s Preferences in India’ in Health Marketing Quarterly, Vol.38 Issue 2-3, Page 205-221.  ABDC B
• ‘Factors determining intention to vaccinate against Covid-19: A Developing Nation Perspective’ in Health Marketing Quarterly, 2021, Vol.38 Issue 2-3, Page 116-129.  ABDC B
• ‘An Empirical Analysis of the Effect of a Retailers Loyalty Programme on Their Customers Loyalty’ in Global Business Review, Sage Publication, ABDC C. 
• ‘Criterion for Evaluating Used Car Purchases in India using MCDM’ in International Journal of Logistics Economics and Globalisation, Inderscience Publishers, 2024, ABDC C. 
• ‘Loyalty to a Brand and its Extension in High Involvement Purchases’ in Asian Journal of Empirical Research, Vol.5 (12), 2015.  
• ‘Designing value proposition for passenger cars based on customer’s preferred attributes: An emerging market perspective’ in Asian Journal of Empirical Research, Vol.6 (8) 210-227, 2016. 
• ‘Segmentation of Cinema Audiences in the Indian Movie Industry: A Marketing Strategy Perspective’ aWEshkar Journal, Volume XX (1) 39-51, March 2016 issue. 
• ‘Understanding leadership through leader competency profiling’ Business Analyst, a Refereed Journal of Shri Ram College Of commerce in 2012.

Case studies Published

• ‘WhatKnot Photography: Value versus Volume’ Ivey/ Harvard Business Publishing, 2024 
• ‘TBL Myanmar: Understanding the Barriers to Sale of Dehumidifiers in Emerging Markets’ for classroom teaching Asian Journal of Management Cases- Sage Journals, ABDC C in 2023.
•  ‘Yardstick: In Search Of Segment And Strategy In The Education Industry’ Ivey/ Harvard Business Publishing, 2022
• ‘Lakshya Food India Limited (LFIL): Finding the Right Position in Dairy Business’. Asian Journal of Management Cases- Sage Journals, ABDC C, 2022
•  ‘Senior Citizen Homes: Search for a Viable Business Model’ Emerging Economies Cases Journal- Sage Publishing, 2021. 
•  ‘Krishna Textiles: Survival Strategy for a Wholesale Business’ Ivey/ Harvard Business Publishing, 2020. 
•  ‘Arjun’s Dilemma: Should He Buy or Lease His First Car?’ Case Centre, 2020. 
•  ‘JMD Oils: Deciding on a Growth Strategy’ Ivey/ Harvard Business Publishing, 2015

Book Chapters 

• Published a chapter ‘Assessing Loss Due to COVID-19 in the Homestay Sector and Comprehending Resilience Strategies.’ in a book titled ‘Promoting Responsible Tourism With Digital Platforms (pp. 231-250).‘ IGI global publication in 2024. 
• Published a chapter ‘Conceptual Review of Technology Enabled Marketing‘ in a book titled ‘Handbook of Research on Digital Transformation Management and Tools’ IGI global publication in 2022. This was also presented as a paper titled ‘Technology Enabled Marketing’ at Marketing and Public Policy conference organized by American Marketing Association at California, June 2016.
• Published a chapter ‘Determining the Optimal Price Point: Using Van Westendorp’s Price Sensitivity Meter’ in a book titled ‘Managing in Recovering Markets’, Sage publication. This was presented in GCMRM, March 2014 held at MDI- Gurgaon. 
• Published a chapter ‘A conjoint analysis of the factors influencing student’s choice for a management institute: Marketing of higher education courses in India’ in a book titled ‘Marketing in Emerging Economies’, Manakin Press. This was presented in International Conference on ‘Marketing in Emerging Economies’ held on February 2016 by at Centre for Management Studies, Jamia Millia Islamia.
• Published a chapter’ Understandings Doppelgänger Brand Image: The Darker Side to Emotional Branding’ for the book, ‘Driving Customer Appeal through the Use of Emotional Branding’, IGI Global publishing. This was reprinted in research anthology as Chapter 31 pages647-655 in ‘Global Branding: Breakthroughs in Research and Practice’ in 2020.

Articles in Newspaper and Blogs

• Leveraging AI for Effective Decision-Making in Management Education Leveraging AI for effective decision-making in management education – ET Edge Insights (etedge-insights.com)
• I support the ban on Single-use plastic https://bigwire.in/2022/03/06/i-support-the-ban-on-single-use-plastic/#
• Debunking Digital Marketing https://www.risingkashmir.com/Debunking-Digital-Marketing-102364
• Technology with Caution: Utopian and Dystopian view of Cyber World https://www.newdelhitimes.com/technology-with-caution-utopian-and-dystopian-view-of-cyber-world/
• Guest Column: Grey Areas in Digital India: Sakhhi Chhabra https://www.exchange4media.com/advertising-news/guest-columngrey-areas-in-digital-indiasakhhi-chhabra-63301.html 

Conferences

• Presented a case titled Kenstar: The Channel Dilemma‘ in AUB-OSB Third Case Conference (2025) at AUB Mediterraneo Cyprus, in February 2025.
• Presented a paper titled ‘Understanding Privacy Paradox: An Experimental Approach to Study Privacy Concerns and Actual Disclosure Among App Users’ in American Marketing Association Winter Academic Conference at Tampa, Florida, in February 2024.
• Presented a paper titled “Determining the causes of user frustration in Conversational Chatbots- An exploratory study” in American Marketing Association Winter Academic Conference (Virtual) 2022, in February 2022.
• Presented a paper titled “Factors Affecting the Adoption of Indian Handloom as Mainstream Fashion- An Exploratory Study” in NVivo Virtual Conference 2021, Transcending Boundaries in Qualitative Research organized by QSR International (America) Inc in September 2021. 
• Presented a paper titled ‘Analytic Hierarchy Process for evaluating the criterion preferred for used car purchase: An emerging market perspective‘ in ISDSI- Global Conference in December 2021 hosted by IIM Nagpur and chaired a session for the track “Business environment and Public Policy”
• Presented a paper titled ‘Understanding the Reasons of Uncanny Valley Effect in Adoption of AI based Chatbot’ in 14th ISDSI Conference in December 2020 hosted by IIM Raipur and chaired a session for the track “Advanced Research in Building Digital Ecosystems”
• Presented a paper titled ‘Technology Enabled Marketing’ at Marketing and Public Policy conference organized by American Marketing Association at California, June 2016.
• Presented a poster on the topic titled ‘Methodological Review of Research in Customer Loyalty‘ at MARCON, IIM Kolkata, December 2014 
• Presented a paper titled An Empirical Analysis of the Effect of a Retailers Loyalty Programme on Their Customers Loyalty’ in the conference, Listening to Consumers of Emerging Markets at IIM-Lucknow in January 2014.
• Presented a paper titled titled ‘Loyalty to a Brand and its Extension in High Involvement Purchases’ in International Conference on Research in Marketing held at Department of Management studies, IIT Delhi in December 2013.
• Presented a paper titled ‘Designing value proposition for passenger cars based on customer’s preferred attributes: An emerging market perspective’ in Global Conference on Managing in Recovering Markets (GCMRM), March 2015 hosted by MDI- Gurgaon.
• Presented a paper titled ‘Segmentation of Cinema Audiences in the Indian Movie Industry: A Marketing Strategy Perspective’ at MARCON hosted by IIM Kolkata in December 2014.

Work Experience 

• Assistant Professor, XLRI – Xavier School of Management, Delhi NCR Campus (April 2022- Present): 
• Assistant Professor, Indian Institute of Management, Sambalpur, Odisha, India (September 2020- March 2022): 
• Assistant Professor, SOIL School of Business Design, Manesar, India 2020 (Jan 2020- Sept 2020) 
• Assistant Professor (Adjunct Faculty), IBS- Gurgaon- 2018-2020
• Assistant Professor (Visiting Faculty), IIM-Rohtak- 2017
• Assistant Professor (Visiting Faculty), Northcap University, Gurgaon- 2016- 
• British Council, New Delhi, Dec 2010- Oct 2011

Academic Qualifications

• Fellow Programme in Management, Management Development Institute, Gurgaon (AACSB accredited), July 2013-July 2016
• MSc. (Marketing), University of Manchester, September 2009– September 2010
• Bachelor of Commerce (Honours), Shri Ram College of Commerce, Delhi University, June 2006- June 2009
• Central Board of Secondary Education, (CLASS-12th), Air Force Golden Jubilee Institute, Delhi, 2006             

Achievements and Awards

• Successfully conducted a campus-wide event in association with the Indian Council of World Affairs funded by the Ministry of External Affairs to promote India’s Foreign Relations in August 2024. 
• Won First Rank at The Case Hub annual case writing competition at the Suliman S. Olayan School of Business, American University of Beirut- Arab MENA annual case writing competition 2023.
• Got the highest teaching feedback for the course ‘Marketing Research’ in Term 3 with a student strength of 155 at IIM Sambalpur
• Won the Best Paper Award (First Position) along with Rs.10000 cash reward for doctoral colloquium 2016 at the 7th Annual Conference on Excellence in Research and Education (CERE-2016) held at IIM-Indore.
• Got Rank 5 All India for UGC-NET/JRF exam and scored 80.12% in June 2012. Awarded scholarship for the doctoral program for 3 years. 
• Awarded for outstanding contribution as the organizer for Global Conference on Managing in Recovering Markets, held at MDI-Gurgaon 2014 & 2015 
• Certificate for leading and coordinating ‘Research Week’ 2016 at MDI-Gurgaon
• Won the first position in the competition organized by L’Oreal-UK for Developing Marketing Strategy and Launch of a new product.
• Awarded with CBSE scholarship for Graduation.