•  ashita.aggarwal@spjimr.org

Ashita Aggarwal

Professor, Marketing

Chairperson, Post Graduate Diploma in Management and Post Graduate Diploma in Management Business Management

Ashita Aggarwal holds a Ph.D. in management, with doctoral research focusing on Branding and Communication of Management Schools in India. She has pursued a Certificate course in Branding from Kellogg’s School of Management, Northwestern University, USA. She is currently pursuing her DBA from the Indian School of Business (ISB), India. She is a gold medalist for her MBA (PGDM) and has a master’s degree in Marketing, and holds an Economics (Hons.) bachelor’s degree.

An ardent researcher and brand consultant, she has conducted research on Consumer Brand Relationships and Brand Management in SMEs/FMBs, with her research findings published in renowned journals and popular periodicals. She has authored several book chapters and case studies on Brand Equity, Brand Positioning, Marketing Effectiveness, Customer Experience Management and Brand Communications.

She has received awards for excellence in teaching and publishing case studies during her 21 years of a professional career in management education and offers courses in Strategic Brand Management, Design Thinking, Marketing Communications, Consumer Behaviour and Strategic Marketing.

Her cases are vividly published and used by schools across the world. She has been awarded the “Best-seller award” by Ivey and won many outstanding case awards.  She has been awarded the award for Best Marketing Professor by ‘Dewang Mehta Business School Awards’ co-sponsored by Unilever India and BSA. She has led administrative leadership roles as Area Chair and Chairperson in her previous roles and also was the lead member of the SPJIMR rebranding and repositioning team.

She has international teaching experience at the State University (USA) of New York and Hamburg University, Germany. She reflects a keen interest in conducting MDPs, has consulted organizations on consumer insight and brand building and has performed reviewing assignments with notable journals.

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EDUCATION

Indian School of Business, India

Doctorate in Business Administration (DBA)- Pursuing
Major: Branding and Consumer Behavior

Kellogg’s School of Management, Northwestern University, USA

Certificate course in Branding- Building, Maintaining and Rejuvenation, 2009
Major: Branding

Jamia Hamdard, Delhi 

Ph.D., 2009
Focus: Branding and Brand Communications
Title: Communication for Brand Building: A Case of Indian Business Schools

Annamalai University 

Master’s in Marketing Management, 2004
Major: Marketing

IILM, New Delhi

MBA, 2001
Major: Marketing
Supporting Areas of Emphasis: HRM

Sri Venkateshwara College, Delhi University

BA(Hons.), 1999
Major: Economics

  • RESEARCH INTERESTS

    Consumer Brand Relationships

    Consumer behaviour and Decision Making

    Brand Management

    Online Consumer Behavior and Brand Building

    Management Education

  • SELECTED PUBLICATIONS

    Aggarwal, A. and Agarwal, R. (2024), “Sony Merger with ZEE in India: Taking on Disney+ Hotstar”, SAGE Business Cases Original, SAGE Publications. https://doi.org/10.4135/9781071921906

    Aggarwal, A. and Agarwal, R. (2023), “Mamaearth: a brand growth story”, Emerald Emerging Markets Case Studies, Vol. 13 No. 4. https://doi.org/10.1108/EEMCS-08-2023-0308

    Aggarwal, A., Moorthy, J. (2023). Bajaj Auto Limited: Reincarnating the Chetak Brand. International Journal of Instructional Cases, 7(1), 161-178.

    Aggarwal, A. and Iyer, S.R. (2022), “JML’s “Callisto Lite”: is the brand extension a problem or the product itself?”, Emerald Emerging Markets Case Studies, Vol. 12 No. 4. https://doi.org/10.1108/EEMCS-01-2022-0005

    Sapna Popli, Sumanjit Dass, Ashita Aggarwal & Antara Chakraborty (2022) A customer experience lens for higher education in India using journey mapping and experience quality, Studies in Higher Education, 48:3, 475-489, DOI: 10.1080/03075079.2022.2145464

    Aggarwal, A. (2022). “Leadership through Character Building- Spiritual Quotient in Management Education”, International Journal of Science & Engineering Development Research, 7(9), 862 – 868. http://www.ijsdr.org/papers/IJSDR2209138.pdf

    Aggarwal, A. (2017). Service branding: do employees know what we stand for? The inside story. International Journal of Services Sciences, 6(2), 95-113.

    Kamath, R., & Aggarwal A., (2015). It’s Not Just a Cup of Tea: Consumer Brand Relationship. Emerald Emerging Markets Case Studies. doi: http://dx.doi.org/10.1108/EEMCS-11-2013-0208.

    Aggarwal, A., Rao, V. Popli., S. (2013). Measurement of Consumer Based Brand Equity for Indian Business Schools. Journal of Marketing for Higher Education, 23(2), 175–203.

    Aggarwal, A. (2009). Learning Styles across cultures: Study on learning styles of students pursuing management education in India. Management & Change, 13(2), 45-62.

    Link to Google Scholar

  • CASE STUDIES

    Aggarwal, A., Raghavan, L. (2024). “MoneyTap: Brand positioning and architecture for a fintech venture”. Ivey Publishing. Case: W34536

    Aggarwal, A., Commuri, S. (2024). “Snacks: Building a start-up brand”. Ivey Publishing. Case: W36141

    Aggarwal, A., Commuri, S., Rawal, A. (2020). “GreedyGame: Leveraging Online Gaming for Brand Storytelling”. Ivey Publishing. Case: W21137-PDF-ENG & Teaching Note: W21138

    Aggarwal, A., Raghavan, L. & Gunewardene R., (2019). John Keells Hotels in Sri Lanka: Building Brand Architecture. ISB- Ivey Publishing. Case: 9B19A028 & Teaching note: 8B16A028.

    Agarwal, R., & Aggarwal, A. (2018). Balaji Wafers: Taking the Pepsi Challenge. Ivey Publishing. Case: 9B18M145 & Teaching Note: 8B18M145

    Aggarwal, A., Iyer, S. & Kar, P. (2018). Seijing Motor Corporation: Reposition or Extend the Pick-up brand. Ivey Publishing. Case: 9B18M145. & Teaching Note: 8B18A012

    Aggarwal, A., & Raghavan, L. (2016). Cafe Coffee Day- Brand Transformation through Re-Positioning. ISB- Ivey Publishing. Case: 9B16A034 & Teaching note: 8B16A034. This case was among the top 10 cases at ISB Ivey Global Case Competition 2015.

    Aggarwal, A., & Raghavan, L. (2015). Mahindra Rise: A Brand Architecture Decision. ISB- Ivey Publishing. Case: 9B14A077 & Teaching note: 8B14A077. The case ranked #1 in the marketing category at ISB Ivey Global Case Competition 2014.

    Aggarwal, A., Kamath, R., & Rao, S. (2014). Evoe Spring Spa: A Positioning Dilemma. ISB- Ivey Publishing. Case: 9B13A051 & Teaching note: 8B13A051. The case ranked #1 at ISB Ivey Global Case Competition 2013.

    Aggarwal, A., Kamath, R. (2015). Bajaj Auto: The Game changer in the two-wheeler + Teaching Note, The Case Centre.

    Aggarwal, A., Mody, P. (2014). A day in the life of Pamela Chopra: A Study of the impact of socio-cultural factors on consumption in the Indian Urban Rich. The Case Centre.

    Aggarwal, A., Mody, P. (2011). A day in the life of Aditi Mehta: A study of socio-cultural aspects and its impact on consumption in Urban Middle Class + Teaching Note. ECCH.

    Aggarwal, A., Mody, P. (2012). A day in the life of Leela Jadhav: A study of socio-cultural aspects and its impact on consumption in urban Indian slums. ECCH.

  • BOOKS/BOOK CHAPTERS

    Aggarwal, A., Commuri, S., (Nov 2023). Brands and branding: Strategy to build and nurture brands. Routledge India; 1st edition.

    Aggarwal, A. (May 2021). Recipe for Great Customer Experience: The Three Voices. Chapter 4 in the Edited book titled Crafting Customer Experience Strategy: Lessons from Asia. Emerald Publishing Limited. In Popli S. & Rishi B. (Ed.), Crafting Customer Experience Strategy: Lessons from Asia, Emerald Publishing Limited.

    Aggarwal, A. (2017). Kellogg’s Cornflakes in India: Finding a platform that connects, case on Positioning. Case Study mapped to Chapter 10 of Marketing Management by Kotler and Keller (15th ed.). Pearson publisher.

    Aggarwal, A. (2017). Nivea- Managing the legacy brand, a case on brand and brand equity.

    Aggarwal, A. (2017). Pediasure: A case of Repositioning. Case Study mapped to Chapter 11 of Marketing Management by Kotler and Keller (15th ed.). Pearson publisher.

    Aggarwal, A. (2017). Who will buy Xylo: Mahindra and Mahindra Automotive Sector, case on Segmentation and Targeting. Chapter 9 Marketing Management by Kotler and Keller (15th ed.). Pearson.

    Aggarwal, A. (2013). Brand Communication for Launching a New Brand – Tata DoCoMo. Case Studies in Marketing Effectiveness. SPJIMR Publication.

    Aggarwal, A. (2013). Repositioning to Gain Market Share – Marico Nihar Shanti Amla. Case Studies in Marketing Effectiveness; SPJIMR Publication.

    Aggarwal, A. (2012). Mahindra Motorcycles – Creating Milestones at Every Step. ‘Case Studies in Marketing Effectiveness’. SPJIMR.

    Aggarwal, A. (2012). Maruti Suzuki – Alto: The Game Changer. Case Studies in Marketing Effectiveness’.

    Aggarwal, A., & Rizvi, I.A. (2008). Making Academia-Industry Interface work edited book titled Industry-Academia Interface- Perspectives and Practices, The ICFAI University Press, 2008. In A. Arunsimha (Ed.), Industry-Academia Interface- Perspectives and Practices (1st ed.) (pp. 15–31). India: The ICFAI University Press

    Aggarwal, A., & Rizvi, I.A. (2006). Emerging Challenges to Management Education in Global Economy edited book titled Trends in Sociology- Education, Development & Diaspora, Abhijeet Publications, 2006. In Sahoo, A.K., Sahoo, S., Gundemeda, N. (Ed.), Trends in Sociology- Education, Development & Diaspora, (1st ed.) (pp. 54–71). India: Abhijeet Publications

    Aggarwal, A., & Rizvi, I.A. (2005). Environmental Sensitivity: Waste Management in Government Hospital: A case edited book titled Corporate Social Responsibility: Concepts and Cases, Excel Books, 2005. In Prasad, A., & Baxi, C.V. (Ed.), Corporate Social Responsibility: Concepts and Cases A. Arunsimha (Ed.), (pp. 440-460). India: Excel Books

    Aggarwal, A., & Kamath, R. (2015). Impact- Case Studies in Marketing Effectiveness, Winning Cases of SMIA 2014, an edited book., ISBM No. 978-81-922719-5-8 (4th Ed.). India: SPJIMR publications.

    Aggarwal, A., & Kamath, R. (2014). Impact- Case Studies in Marketing Effectiveness, Winning Case Studies from SMIA 2004-13, an edited book, ISBN No. 978-81-922719-3-4 (3rd Ed.). India: SPJIMR publications.

    Aggarwal, A., & Kamath, R. (2013). Case Studies in Marketing Effectiveness: Selected Entries from SMIA 2012, an edited book, ISBN No. 978-81-922719-2-7 (2nd Ed.). India: SPJIMR publications.

    Aggarwal, A., & Kamath, R. (2012). Case Studies in Marketing Effectiveness: Selected Entries from SMIA 2011, an edited book, ISBN No. 978-81-922719-0-3 (1st Ed.). India: SPJIMR publications.

  • CONFERENCES

    Aggarwal, A. and Iyer, S.R. (2022), “JML’s “Callisto Lite”: is the brand extension a problem or the product itself?”, , Vol. 12 No. 4. https://doi.org/10.1108/EEMCS-01-2022-0005

    Aggarwal, A. (2021). NASMEI, International Marketing Conference, organised by Great Lakes, Chennai, “Power Shifts Between Couples in Household Decision Making”. (December 2021)

    Aggarwal, A., Banerjee, R., Narasimhan, O., Li, X., 40th ISMS Marketing Science Conference, “Perception and Adoption of Alternative Payment Methods Across Socioeconomic Classes- Evidence from Emerging Economy,” USA. (June 2018).

    Aggarwal, A., Learning Odyssey, “Designing Effective Courses,” SPJIMR. (September 2017).

    Aggarwal, A., Banerjee, R., Marketing Science- INFORMS, “Shocks in cash supply and retail consumption patterns,” Marketing Science. (June 2017).

    Aggarwal, A., American Marketing Association 2016 Summer Marketing Educators’ Conference (Summer AMA), “Consumer Pardon after Product Failure,” USA. (August 1, 2016).

    Aggarwal, A., Webinar on best practices in marketing, “Understanding Consumer Behavior for online consumers,” QuestionPro. (March 2016).

    Aggarwal, A., Chaotics- The marketing seminar, “The evolving online customer in India,” SPJIMR. (January 2016).

    Aggarwal, A., NASMEI, Marketing Conference, Organized by Great Lakes, Chennai, “Exploring Brand Relationships for Mobile Phones among Indian Consumers,” Chennai. (December 26, 2014).

    Aggarwal, A. (Author), EFMD Higher Education Research Conference, “Measurement of Consumer Based Brand Equity for Indian Business Schools,” EFMD. (February 14, 2012).

    Aggarwal, A., International Conference on Cross-Cultural Communications, “Learning Styles across cultures: A study on Learning styles of Indian MBA students,” European Union- ECCP, Singapore. (October 2005).

    Aggarwal, A., Quality in Higher Education: Enhancing Student Employability, “Making Academia- Industry Interface Work,” European Higher Education Society, UK. (January 2005).

  • PERIODICALS

    Aggarwal, A. (November 2, 2022). “Metaverse: The new brand playground” Times of India. https://timesofindia.indiatimes.com/blogs/voices/metaverse-a-new-brand-playground/

    Aggarwal, A. (February 15, 2022). “Indian vs Global e-com players- Who will win the war?” ET Retail (Economic Times). https://retail.economictimes.indiatimes.com/re-tales/indian-vs-global-e-com-players-who-will-win-the-war/5220

    Aggarwal, A. (January 25, 2022). “Portal Exclusive: Is research focus diluting teaching focus in business schools”, Education Times. https://www.educationtimes.com/article/campus-beat-college-events/89065647/portal-exclusive-are-rankings-driving-the-business-schools-strategy

    Aggarwal, A. (January 14, 2022). “Amazon is the new Google”, Economic Time Brand Equity. https://brandequity.economictimes.indiatimes.com/news/business-of-brands/amazon-is-the-new-google/88883793

    Aggarwal, A. (October 13, 2021). “Being a teacher in times of COVID Oh my God! Teaching has never been more challenging”. India Today Business World Education. http://bweducation.businessworld.in/article/Being-A-Teacher-In-The-Times-Of-Covid19/13-10-2021-408481/

    Aggarwal, A. (October 8, 2021), “Moment Marketing: A double-edged sword”. ET-Brand Equity. https://brandequity.economictimes.indiatimes.com/news/marketing/moment-marketing-a-double-edged-sword/86858229

    Aggarwal, A. (September 28, 2021). Stereotyping & unconscious bias in organizations. People Matters. https://www.peoplematters.in/article/employee-engagement/stereotyping-unconscious-bias-in-organizations-31050

    Aggarwal, A. (September 7, 2021). Immunity Boosting- Real or just a Fad!. The Economic Times (ET Healthworld). https://health.economictimes.indiatimes.com/news/industry/immunity-boosting-real-or-just-a-fad/86003118

    Aggarwal, A. (April 8, 2021). Have consumers changed the way they buy essentials and groceries? Forbes India. https://www.forbesindia.com/article/bharatiya-vidya-bhavan039s-spjimr/have-consumers-changed-the-way-they-buy-essentials-and-groceries/67345/1

    Aggarwal, A., Parameswaran, M.G. (May 17, 2021). Why is there a celebrity boost in IPL ads?. ET Brand Equity. https://brandequity.economictimes.indiatimes.com/news/research/why-is-there-a- celebrity-boost-in-ipl-ads/82675413

    Aggarwal, A., Parameswaran, M.G. (May 8, 2021). Dove’s #StopTheBeautyTest: A perspective. ET Brand Equity. https://brandequity.economictimes.indiatimes.com/news/advertising/doves- stopthebeautytest-a-perspective/82474796

    Aggarwal, A., Commuri, S. (November 19, 2020). Opinion: How are companies planning for the future? ET, Brand Equity. https://brandequity.economictimes.indiatimes.com/news/business-of- brands/opinion-how-are-companies-planning-for-the-future/79295112

    Aggarwal, A., Agarwal, S. (September 14, 2020). Decoding consumer behavior during pandemic. ET Brand Equity https://brandequity.economictimes.indiatimes.com/news/industry/decoding-consumer- behavior-during-pandemic/78098256

    Commuri, S. & Aggarwal, A. (September 4, 2020). “A business toolkit to survive a pandemic”. Fortune India. https://www.fortuneindia.com/opinion/business-toolkit-to-survive-a-pandemic/104695

    Aggarwal, A., Wadhwa, R. (June 20, 2020). Are marketers breaking or building gender stereotypes? Exchange4media (E4M) https://www.exchange4media.com/marketing-news/are-marketers-breaking-or-building-gender-stereotypes-105509.html

    Aggarwal, A. (May 28, 2020). Is Covid-19 lockdown leading to emotional Exhaustion? BW Wellbeing World. https://bwwellbeingworld.businessworld.in/article/Is-Covid-19-Lockdown-leading-to-Emotional-Exhaustion-/28-05-2020-193469/

    Aggarwal, A. (April 8, 2020). Innovative marketing in times of Covid-19. Forbes India. https://www.forbesindia.com/article/bharatiya-vidya-bhavan039s-spjimr/innovative-marketing-in-times-of-covid19/58703/1

    Aggarwal, A., Parameswaran, M.G. (December 18, 2019). The new Shaadi pitch. ET Brand Equity https://brandequity.economictimes.indiatimes.com/news/marketing/the-new-shaadi- pitch/72848636

    Aggarwal, A. (2019). Nurturing & Beyond. Business Standard.

    Aggarwal, A., Gabula, A. (2018). Samsonite “Kerala Is Open Campaign”: Lessons for Advertisers. BW Businessworld. http://bit.ly/2GAVExL

    Aggarwal, A. (2018). We Also Make Tomorrow. Business World. http://www.businessworld.in/article/We-Also-Make-Tomorrow/14-10-2018-162025/

    Aggarwal, A. (2018). How commitment influences students’ conversations about higher education”.

    Aggarwal, A. (2018). Do flexible admission systems affect student enrolment? Evidence from UK universities”.

    Aggarwal, A. (2017). Social Branding- the start of consumer-brand relationships. Business Today.

    Aggarwal, A. (2017). How do Consumers Buy? Are You Mapping Your Retail Strategy To Consumer Purchase Behavior? Business World Magazine.

    Aggarwal, A., Parameswaran, M.G. (2017). Starry Brand Appeal. Business Standard.

    Aggarwal, A. (2017). 6E framework to build brands. Business Standard.

    Aggarwal, A. (2016). EcoAd: A greener tomorrow is possible!

    Aggarwal, A. (2016). Managing Change without Profits. SPJIMR.

    Aggarwal, A. (2016). Products Seasonality and Business Sustainability. SPJIMR.

    Aggarwal, A. (2015). GSS: Sustaining the growth induced by the TAIVPP initiative. SPJIMR.

    Aggarwal, A. (2015). Sudha: Empowering women while helping the environment via its newspaper bag initiative. SPJIMR.

    Aggarwal, A. (2015). VIGYAN ASHRAM: SERVICE PROVIDERS’ ASSOCIATION. SPJIMR.

    Aggarwal, A. (2014). Business Strategy for Samdhana, CSR consultancy services of PHTI, Deepak Foundation. SPJIMR.

    Aggarwal, A. (2014). Chaitanya: Empowering Indian Women. SPJIMR.

    Aggarwal, A. (2014). CORD’s initiative: Promoting Vermicompost in Kangra District. SPJIMR.

    Aggarwal, A. (2014). Marketing Strategy for Industrial Training of Public Health Training Institute. SPJIMR.

    Aggarwal, A. (2014). The NaMo brand phenomenon. Business Line.

    Aggarwal, A. (2014). How to create fanatically loyal customers (pp. 2 (the Strategist). Business Standard.

    Aggarwal, A. (2013). ASHA. SPJIMR.

    Aggarwal, A. (2013). The quintessential paradox. SPJIMR.

    Aggarwal, A. (2012). Branding of Daily Dump: Designing a Self-Sustaining Solution to Increase Visibility. SPJIMR.

    Aggarwal, A., Kulkarni, A. (2012). GOONJ.. a voice, an effort ‘School to School’. SPJIMR.

    Aggarwal, A., Kulkarni, A. (2012). Not Just a Piece of Cloth. SPJIMR.

    Aggarwal, A. (2005). Emerging Challenges to Management Education. India Infoline

  • WORKING PAPERS

    “Brands Speak: But does speech depend on brand personality!” (Planning).

    “Business School Branding and Communication” (Writing Results).

    “Consumer Pardon for Brand Reprieve” (Writing Results).

    “Customer Experience Management: Journeys Analysis for executive education in India” (under review)

  • COURSES

    Strategic Brand Management

    Marketing Communications

    Strategic Marketing

    Marketing 101

    Markstrat Simulation

    Consumer Behavior

    Design Thinking

  • AWARDS & HONOURS

    Scholarship/Research

    Best Seller Case Award – “Evoe Spring Spa: A Positioning Dilemma”, Ivey. (May 5, 2020).

    ISB Ivey Case Award- Honors mention, ISB. (September 2016).

    ISB-Ivey Case Award, Best Marketing Case Study, ISB. (September 2015).

    ISB-Ivey Case Award for International Best Case across all categories, ISB (September 2014)

    Highly Commended Case Study, EFMD. (2013)

    Teaching

    Excellence in teaching and Best Professor of Marketing, Dewang Mehta Business School Awards HUL. (November 2014).

    Offered courses in Strategic Marketing, Design Thinking for Brand Building and Markstrat at the State University of New York (USA) and Hamburg University (Germany).

  • WORKSHOPS

    HBP SPJIMR Simulation workshop on Simulations as a teaching pedagogy for management educators in South Asia, UK, and USA, November 2021

    HBP SPJIMR Simulation workshop on Simulations as a teaching pedagogy for management educators in India, (conducted 10+ workshops since 2015)

    Workshop on ‘Designing Courses and Curriculum” for SPJIMR faculty, 2017

    Workshop on “Case Teaching and Writing” for SPJIMR faculty, 2020 Conducted training on ‘case study method of teaching’ for business school faculty under the AIMA Faculty Development programme series. (2015-16)

    Workshop on Personal Branding conducted by Delhi State Legal Advisory Services (DSLAS), Government of India, New Delhi. (2021)

    Workshop on Digital Marketing and Integrating digital platforms for Senior Physicians, Dermatologists, and Consulting Medical specialists (2019-2021)

  • WORK EXPERIENCE

    Academic Faculty

    Professor, S. P. Jain Institute of Management and Research. (June 2017 – Present)

    Associate Professor, S. P. Jain Institute of Management and Research. (September 2012 – June 2017)

    Assistant Professor, S. P. Jain Institute of Management and Research. (January 2009 – September 2012)

    Assistant Professor- Marketing at IILM, New Delhi from May 2003- October 2006

    Administrative Assignments

    Chairperson, PGMPW, SPJIMR. (July 1, 2018 – Present).

    Area Head, Marketing, SPJIMR. (November 1, 2013 – June 30, 2018).

    Assistant Director, International Relations, IILM (2005-2006)

    Associate Programme Head, Bradford University Master’s Programme, IILM (2004-2005)

    Corporate Experience

    Senior Manager-Business Strategy and Marketing, Reliance Communications, Mumbai (November 2006-September 2008)

    Manager- Marketing, IMS Learning Resources Pvt. Ltd., New Delhi. (May 2001- April 2003)

    Research Executive, Prastut Consulting Pvt. Ltd., New Delhi. (May 2000-May 2001)

  • CONSULTING

    Consulting an Indian conglomerate on positioning and concept testing for branding a commodity product- sugar. (2021)

    Consulted with a pharma company on repositioning and portfolio decisions for various brands under the primary healthcare drug portfolio. (2020-21)

    Consulted with leading electrical wires and fittings company in re-modelling their brand architecture. (2018)

    Consulted with a family-managed business on diversification strategies and brand architecture and portfolio management, creation of brand identity for their new global hospital furniture brand (2017).

    Consulted with a leading edible oil company in India on how to create differentiation in socio-cultural regions (based on research conducted among 32 SCRs in India). The task included the study of consumption habits through secondary and primary research to suggest a marketing strategy for its various brands (2017)

    Consulted with a small business on launching and branding personal care products in Kolkata. The task included designing brand logos, symbols, and communication collateral development (2010).

    Worked with NGOs like Aamcha Ghar, Sahara, United Way, and ICMH (NGOs) to develop their brand blueprint (2010).

    Consulted Rahat Marketing Services Pvt. Ltd. on their branding strategy. Prepared marketing material, brand logo and other promotional material for R’s World- mall under Rahat Marketing Services Pvt. Ltd. (2006)

    Academic Advisor and Consultant to ‘International School of Marketing Communications’ (ISMC) promoted by industry professionals. The consulting work includes designing strategies for institutional development, brand building, academic curriculum development, and marketing of the programme. (2006-2008)

  • MDPS/FDPS

    Conducted MDPs for over 20 companies on Consumer Insight, Design Thinking, Brand Building, and Sales promotion. (including Mahindra & Mahindra, Abbott, Pidilite, Tata AIG, Smollen, Welspun, Philips, BSH, Merck pharmaceuticals, MSD, Kellogg’s, L&T Infotech, Lupin India, Medtronic etc).

    Conducted programmes on ‘Growth Mindset”, “Thought Leadership” for PWC.

    Sessions on ‘Impact of Socio-Cultural Environment on consumption among Indian Consumers’ for Global EMBA programme of Darden Business School (University of Virginia, USA) during India immersion.

    Conducted training programmes on ‘Strategic Branding’ and ‘Markstrat’ for Abbott, Welspun, Medtronic, and Tata Chemicals

    Conducted programmes on “Doing Business in India” for UK TiE, and executives from Argentine, Spain, Switzerland, Belgium, etc. This was conducted for over 100+ people from 2013-1017.

    Conceptualized and conducted training programmes on ‘Brand Building & Communications’ for NGOs and social organizations in India.

    Management/Executive Development, BRAZILIAN EXECUTIVES MDP. (April 15, 2019 – April 17, 2019).

    Management/Executive Development, SPJIMR and Times Group, 26 participants. (May 15, 2017 – April 23, 2018).

    Faculty Development Programme, Rajagiri College of Social Sciences, 20 participants. (January 2, 2018 – January 3, 2018).

    Designed and delivered training programmes on ‘Team Building’, ‘Interpersonal skills’, and ‘Leadership’ for middle and senior level IAS and IPS officers Government of India.

    Programme on ‘Communication and Presentation skills’ for Trainers and HR officers at Textile Committee, Government of India.

    Programme on ‘Interpersonal skills and communication’ for middle and senior managers at NIEPA, Group 4, and BHEL.

    Programme on ‘Team building’ for middle-level managers at UNDP, Government of India.

    Conducted training programmes for ‘Personality Development’, ‘Creativity at work’, ‘Communications Effectiveness’, and ‘Team Building’ at various schools in New Delhi.

    Training programme for business school faculty on ‘Developing Courses, Evaluations, and Curriculum’; “Fulfilling AoL requirements and what is expected of a teaching faculty”; “Case Teaching”, and Simulations as a teaching pedagogy.

  • EDITORIAL POSITIONS

    Editor, Guest, Journal of Marketing Communications. (August 2022 – Present)

    Editor, Guest, Journal of Business Research. (June 2022 – Present)

    Editor, Guest, Vedanta International, Appointed. (2020 – 2022)

    Editor, Book, SMIA IMPACT, Mumbai. (January 2015)

    Editor, Book, SMIA Case Book 2013, Mumbai. (January 2014)

    Editor, Book, SMIA Case Book 2012. (January 2013)

    Editor, Book, SMIA Cases 2011, Mumbai. (January 2012)

  • REVIEWER EXPERIENCE

    Conference Paper, American Marketing Association.

    Emerald Emerging Case Studies.

    Journal of Business Research.

    Journal of Marketing of Higher Education.

    Journal of Marketing Communications.

  • SOCIAL IMPACT

    Pro-bono consulting to NGOs on Brand Building and Marketing Communications, helping them scale up and put across funding presentations

    Helped NGOs like Aamcha Ghar, Operations Smile, Girl Child, etc to develop scalable campaigns to secure funding and increase impact of social interventions.

  • TEACHING INTEREST

    Brand Management

    Integrated Marketing Communications

    Marketing Management

    Consumer Behavior

    Design Thinking

  • PROFESSIONAL MEMBERSHIP

    Governing Council Member, Federation of World Academics. (February 2017 – Present).

    Member, American Marketing Association. (August 2016 – Present).

    Member, Advertising Standards Council of India (ASCI). (2010 – Present).

  • PROFESSIONAL SERVICE

    Brand Custodian, SPJIMR Brand, (January 2010 – Present).

    Lead faculty, SPJIMR Rebranding, 2016

    Lead Faculty, Unstereotype, SPJIMR – PGMPW. (February 17, 2020).

    Faculty Lead, SPJIMR, Avtar & Working Mother. (November 8, 2019).

    Speaker & Panelist, Oaknet Healthcare, Mumbai, Maharashtra. (May 12, 2019).

    Committee Chair, Marketing Academic Advisory Council Meetings. (March 2014 – March 2018).

    Committee Member, IAB, SPJIMR (2017-Present)

    Workshop Organiser, MDP on Consumer Insights. (October 2017).

    Programme Organiser, Chaotics- Marketing Event. (January 2016).

    Programme Organiser, Pedagogy in Marketing Teaching. (January 4, 2016).

    Session Chair, SMIA 2015. (January 4, 2016).

    Programme Organiser, International research conference on Big data in marketing decision making, Mumbai. (February 2015)

    Programme Organiser, SPJIMR Marketing Impact Awards 2015, Mumbai, Maharashtra. (January 31, 2015).

    Programme Organiser, SPJIMR Marketing Impact Awards 2014, Mumbai, Maharashtra. (January 2014).

    Programme Coordinator, SMIA- 2013. (January 2013).

    Programme Coordinator, SPJIMR Marketing Impact Awards 2013, Mumbai, Maharashtra. (January 19, 2013).

    Programme Coordinator, SPJIMR Marketing Impact Awards 2012, Mumbai, Maharashtra. (January 2012).

    Workshop Organiser, Innovations in Teachings of Marketing. (January 14, 2012).

    Training Programmes on Brand Building conducted for Welspun, and Medtronic. (2011).

    Programme Organiser, SPJIMR Marketing Impact Awards 2011, Mumbai, Maharashtra. (January 15, 2011).

    MDPs on Brand Building for NGOs. (2010).

    Programme Coordinator, SPJIMR Marketing Impact Awards 2010, Mumbai, Maharashtra. (January 16, 2010).

  • LICENSURES AND CERTIFICATIONS

    GLOCOL- Teaching through Cases, Harvard Business School. (July 2017 – Present).

    Certificate course in Integrated Marketing Communications, ISB. (November 2011 – Present).

    Teacher training- MEXL, ISB. (August 2010 – Present).

    INSEAD Gender Diversity Programme, INSEAD. (June 30, 2019 – June 2019).

  • DIRECTED STUDENT LEARNING

    Directed Individual/Independent Study. (April 1, 2018 – May 15, 2018). Advised: Pankit Trivedia

    Directed Individual/Independent Study, “Evolving consumer behaviour- Matrimonial Ads in newspapers.” (October 1, 2017 – March 2018). Advised: Aishwarya Mishra

    Directed Individual/Independent Study, Other (Within S. P. Jain Institute of Management and Research). (October 2017 – March 2018). Advised: Latika Gupta

  • CONTRACTS, GRANTS AND SPONSORED RESEARCH

    CONTRACT

    Aggarwal, A., “A qualitative research based on ZMET conducted and analyzed for Ice cream manufacturer based out of central India to generate consumer insights and loyalty patterns and help them grow nationally,” Sponsored by Corporate. (October 2017).

    Aggarwal, A., “Study the Fast-Food Habits among Indian Households,” Sponsored by Corporate. (September 2017).

    Aggarwal, A. “Focus group discussions among new mothers to understand behaviour towards baby care brands and barriers to trial of new brands”. (2017).

    Aggarwal, A., “Qualitative research to study infant care category, needs and attitudes to help the company penetrate the market,” Sponsored by Corporate. (September 2016).

    Aggarwal, A., “Study of edible oil usage across SEC in India,” Sponsored by Corporate, Other. (June 2015).

    Aggarwal, A. “Conducted research on internal branding among Usha group employees to improve employee productivity”. (2010).

    GRANTS

    Aggarwal, A., “Case on Balaji Wafers,” $438.99. (October 12, 2018 – October 15, 2018).

    Aggarwal, A., “Case study on Tata Motors Xenon brand: Seijing Motor Company: Reposition or Extend the brand,” Sponsored by SPJIMR, S. P. Jain Institute of Management and Research, $390.23. (March 18, 2018).

    Aggarwal, A., “Corporate Social Responsibility: Waste Management in hospitals,” Sponsored by UNDP-CII. (December 2006).

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