Consumer Brand Relationships
Consumer Behaviour and Decision Making
Brand Management
Online Consumer Behaviour and Brand Building
Management Education
- ashita.aggarwal@spjimr.org
Ashita Aggarwal
Professor, MarketingChairperson, Post Graduate Diploma in Management and
Post Graduate Diploma in Management Business Management
Ashita Aggarwal has completed her Executive Fellow Programme in Management (EFPM) from the Indian School of Business (ISB) and also holds a Ph.D. in Management. Her EFPM work focuses on value creation and appropriation using Voice AI and B2B and B2C markets, and her Ph.D. focuses on branding and communication in management schools in India. She has completed a certificate course in Strategic Branding from the Kellogg School of Management, Northwestern University, USA. She was a gold medallist in her MBA (PGDM) and holds a master’s degree in marketing and a bachelor’s degree in economics (Hons.)
An avid researcher and brand consultant, Prof. Aggarwal has extensively researched consumer-brand relationships and brand management in SMEs and FMBs. Her research findings have been published in renowned journals and popular periodicals. She is the author of Brands and Branding, published by Routledge, which is widely used in global business schools. Additionally, she has written numerous book chapters and case studies on topics such as brand equity, brand positioning, marketing effectiveness, customer experience management, and brand communications. She is frequently quoted in the media for her expert viewpoints on branding.
She has received several awards for excellence in teaching and for publishing case studies over her 25-year professional career in management education. Her case studies are widely published and used by schools across the globe. She was awarded the ‘Best-seller Award’ by Ivey and has won multiple outstanding case awards. She was also honoured with the ‘Best Marketing Professor Award’ by the Dewang Mehta Business School Awards, co-sponsored by Unilever India and BSA.
Prof. Aggarwal teaches courses in strategic brand management, design thinking, marketing communications, consumer behaviour, and strategic marketing. In her previous roles at SPJIMR, she led administrative leadership roles as Area Chair and Chairperson and was a key member of the SPJIMR rebranding and repositioning team. She has international teaching experience at the State University of New York, USA, and Hamburg University, Germany. Professor Aggarwal has a strong interest in conducting MDPs, consulting for organisations on consumer insights and brand building, and performing review assignments for notable journals.
Education
Indian School of Business (ISB), Hyderabad
Executive Fellow Programme in Management (EFPM)
Topic: Voice of Value Creation and Appropriation (research on agentic Voice AI)
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
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Research interests
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Selected publications
Moorthy, J., & Aggarwal, A. (2024). Simplicity is complex: When simplicity works and when it doesn’t. Management Practice Insights (MPI). https://mpibyspjimr.org/articles/package-simplicity-is-complex-when-simplicity-works-and-when-it-doesnt
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. https://ijicases.com/article-view/?id=55.
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 and 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 and 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. https://www.inderscienceonline.com/doi/abs/10.1504/IJSSCI.2017.088750
Kamath, R., and 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. https://www.tandfonline.com/doi/full/10.1080/08841241.2013.866609
Aggarwal, A. (2009). Learning Styles across cultures: Study on learning styles of students pursuing management education in India. Management and Change, 13(2), 45-62. https://www.indianjournals.com/ijor.aspx?target=ijor:mc&volume=13&issue=2&article=004
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Case studies
Aggarwal, A., (2024). Can an old brand find new life? Quick Case with Harvard Business Publishing. Product number: 8275-HTM-ENG.
Aggarwal, A. and Agarwal, R. (2024), Parag Milk Foods: Driving growth through brand-building in India’s dairy industry, Ivey Publishing. Product number: W34557.
Aggrawal, A., (2024). Amul Dairy: Expanding a legacy. Quick Case with Harvard Business Publishing. Product number: 8255-HTM-ENG.
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 and Teaching Note: W21138.
Aggarwal, A., Raghavan, L. and Gunewardene R., (2019). John Keells Hotels in Sri Lanka: Building Brand Architecture. ISB- Ivey Publishing. Case: 9B19A028 and Teaching note: 8B16A028.
Agarwal, R., and Aggarwal, A. (2018). Balaji Wafers: Taking the Pepsi Challenge. Ivey Publishing. Case: 9B18M145 and Teaching Note: 8B18M145.
Aggarwal, A., Iyer, S. and Kar, P. (2018). Seijing Motor Corporation: Reposition or Extend the Pick-up brand. Ivey Publishing. Case: 9B18M145. and Teaching Note: 8B18A012.
Aggarwal, A., and Raghavan, L. (2016). Cafe Coffee Day- Brand Transformation through Re-Positioning. ISB- Ivey Publishing. Case: 9B16A034 and Teaching note: 8B16A034. This case was among the top 10 cases at ISB Ivey Global Case Competition 2015.
Aggarwal, A., and Raghavan, L. (2015). Mahindra Rise: A Brand Architecture Decision. ISB- Ivey Publishing. Case: 9B14A077 and Teaching note: 8B14A077. The case ranked #1 in the marketing category at ISB Ivey Global Case Competition 2014.
Aggarwal, A., Kamath, R., and Rao, S. (2014). Evoe Spring Spa: A Positioning Dilemma. ISB- Ivey Publishing. Case: 9B13A051 and 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.
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Books/Book chapters
Aggarwal, A. (2024). Cadbury Dairy Milk: Positioning to strengthen human bonds. In Marketing management: Indian cases (2nd ed.). Pearson.
Aggarwal, A. (2024). Brand Taj: Managing legacy with strategy. In Marketing management: Indian cases (2nd ed.). Pearson.
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. and 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., and 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., and Rizvi, I.A. (2006). Emerging Challenges to Management Education in Global Economy edited book titled Trends in Sociology- Education, Development and Diaspora, Abhijeet Publications, 2006. In Sahoo, A.K., Sahoo, S., Gundemeda, N. (Ed.), Trends in Sociology- Education, Development and Diaspora, (1st ed.) (pp. 54–71). India: Abhijeet Publications.
Aggarwal, A., and 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., and Baxi, C.V. (Ed.), Corporate Social Responsibility: Concepts and Cases A. Arunsimha (Ed.), (pp. 440-460). India: Excel Books.
Aggarwal, A., and 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., and 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., and 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., and 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.
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Conferences
Aggarwal, A., Kumar, V., and Srivastava, R. K. Innovation, technology, sustainability, and customer engagement. Paper presented at the 2024 AMA Summer Academic Conference, Boston, MA, USA. (August 16–18, 2024).
Aggarwal, A., Kumar, V., Srivastava, R. (2024). AMA Summers, Boston USA, Value Creation and Value Appropriation using AI-Enabled Voice Technology: Integrating B2B and B2C Marketplace.
Aggarwal, A. and Commuri, S (2024), Macromarketing Conference, Helsinki, Long Road to Quality of Life.
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).
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Periodicals
Aggarwal, A. (2025). The Labubu effect: How an ‘ugly-cute’ toy beat the algorithms. Medianews4u.com.
Aggarwal, A. (2025). World Music Day: The power of music in building iconic brands. Forbes India.
Aggarwal, A. (2025). Digital dharma: Navigating the ethics of AI marketing. Reputation Today.
Aggarwal, A. (November 2, 2022). Metaverse: The new brand playground Times of India.
Aggarwal, A. (February 15, 2022). Indian vs Global e-com players- Who will win the war? ET Retail (Economic Times).
Aggarwal, A. (January 25, 2022). Portal Exclusive: Is research focus diluting teaching focus in business schools, Education Times.
Aggarwal, A. (January 14, 2022). Amazon is the new Google, Economic Time Brand Equity.
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.
Aggarwal, A. (October 8, 2021), Moment Marketing: A double-edged sword. ET-Brand Equity.
Aggarwal, A. (September 28, 2021). Stereotyping and unconscious bias in organizations. People Matters.
Aggarwal, A. (September 7, 2021). Immunity Boosting- Real or just a Fad!. The Economic Times (ET Healthworld).
Aggarwal, A. (April 8, 2021). Have consumers changed the way they buy essentials and groceries? Forbes India.
Aggarwal, A., Parameswaran, M.G. (May 17, 2021). Why is there a celebrity boost in IPL ads?. ET Brand Equity.
Aggarwal, A., Parameswaran, M.G. (May 8, 2021). Dove’s #StopTheBeautyTest: A perspective. ET Brand Equity.
Aggarwal, A., Commuri, S. (November 19, 2020). Opinion: How are companies planning for the future? ET, Brand Equity.
Aggarwal, A., Agarwal, S. (September 14, 2020). Decoding consumer behavior during pandemic. ET Brand Equity.
Commuri, S. and Aggarwal, A. (September 4, 2020). A business toolkit to survive a pandemic. Fortune India.
Aggarwal, A., Wadhwa, R. (June 20, 2020). Are marketers breaking or building gender stereotypes? Exchange4media (E4M).
Aggarwal, A. (May 28, 2020). Is Covid-19 lockdown leading to emotional Exhaustion? BW Wellbeing World.
Aggarwal, A. (April 8, 2020). Innovative marketing in times of Covid-19. Forbes India.
Aggarwal, A., Parameswaran, M.G. (December 18, 2019). The new Shaadi pitch. ET Brand Equity.
Aggarwal, A. (2019). Nurturing and Beyond. Business Standard.
Aggarwal, A., Gabula, A. (2018). Samsonite “Kerala Is Open Campaign”: Lessons for Advertisers. BW Businessworld.
Aggarwal, A. (2018). We Also Make Tomorrow. Business World.
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.
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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).
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Featured in
Aggarwal, A. (2025). Forbes India Entrepreneur of the Year: Supam Maheshwari and the FirstCry empire. Forbes India.
Aggarwal, A. (2024). Meet Mr ChaKaaChak: MT, Pittie & branded Kart. Forbes India.
Aggarwal, A. (2024). The Eureka (Forbes) moment. Forbes India.
Aggarwal, A. (2024). Adivasi hair oil: Are the influencer endorsements and product packaging credible? Storyboard18.
Aggarwal, A. (2024). HyFun Foods: Meet the Indian company making fries for Burger King, KFC. Forbes India.
Aggarwal, A. (2024). Adapt, diversify and grow: How the Kacham family business survived six generations. Forbes India.
Aggarwal, A. (2024). Bata’s transformation for the aspiring modern Indian. Forbes India.
Aggarwal, A. (2024). Bajaj Electricals: Sailing the winds of change. Forbes India.
Aggarwal, A. (2024). From local brand to regional powerhouse: How SS Mobile spread its wings. Forbes India.
Aggarwal, A. (2024). How MTR has stayed true to its Kannadiga core. Forbes India.
Aggarwal, A. (2024). Beauty, and the unfair search for a perfect bride. The Times of India.
Aggarwal, A. (2024). Xiaomi is betting big on premium. Can the smartphone maker succeed? Forbes India.
Aggarwal, A. (2024). Inside HMD’s bold gambit. Forbes India.
Aggarwal, A. (2024). Can Popeyes take on KFC in India? Forbes India.
Aggarwal, A. (2024). Stock taking: PhonePe, Upstox and brand extension. Forbes India.
Aggarwal, A. (2024). How Mokobara shed its baggage. Forbes India.
Aggarwal, A. (2024). Fried & tested: KFC tops the pecking order. Forbes India.
Aggarwal, A. (2024). Can Apple upset Samsung’s applecart in India? Storyboard18.
Aggarwal, A. (2024). Mad Over Donuts: Lord of the glazed rings. Forbes India.
Aggarwal, A. (2024). Meet the EV upstart from Chhattisgarh playing to enter the big boys’ club. Forbes India.
Aggarwal, A. (2023). MediaTek and a bag of chips. Forbes India.
Aggarwal, A. (2023). Condom-shy India arouses interest of global contraceptive makers. Reuters.
Aggarwal, A. (2023). Tint of Mint: Impact Mints & its out-of-box play. Forbes India.
Aggarwal, A. (2023). Legacy or modernity? Royal debate over Air India’s Maharaja. The Financial Express.
Aggarwal, A. (2023). Meta’s Threads takes on Twitter: The new dawn of social media competition. Mirror Now | Beyond Headline.
Aggarwal, A. (2023). Meesho: Arrey waah! I’m lovin it! Forbes India.
Aggarwal, A. (2023). Milk, pan masala & Catch-22: DS Group & its sugar-coated FMCG gambit. Forbes India.
Aggarwal, A. (2023). Nuisance to new sense: Can edtech advertising kill FOMO? Forbes India.
Aggarwal, A. (2023). Rearview mirror, lost alignment and a leap of faith: How Spinny emerged as a dark horse. Forbes India.
Aggarwal, A. (2023). Chip(s) thrills: How TagZ is cracking the snacks market. Forbes India.
Aggarwal, A. (2023). Reading the fine print: How Vick Rana built a high-quality, affordable toy and stationery brand with Skoodle. Forbes India.
Aggarwal, A. (2023). Can KamaSutra pole vault to the top? Forbes India.
Aggarwal, A. (2023). Why Xiaomi is in a downward spiral. Forbes India.
Aggarwal, A. (2023). Can Papa Johns take on big daddy Domino’s? Forbes India.
Aggarwal, A. (2022). Understand conditions that can render warranty void before buying a product. Business Standard.
Aggarwal, A. (2022). BC to PC: How HP toppled Lenovo to reclaim the PC crown during the pandemic years. Forbes India.
Aggarwal, A. (2022). After India’s craft beer and gin revolution, homegrown Black Bow aims for India’s whiskey moment. Forbes India.
Aggarwal, A. (2022). The enduring legacy of ‘Thala’ Dhoni. The Hindu BusinessLine.
Aggarwal, A. (2021). Delivery is on: Can Pizza Hut grab a bigger slice? Forbes India.
Aggarwal, A. (2021). 94% of women returnees say upskilling is essential for better career opportunities in the post-pandemic world. Tennews.in.
Aggarwal, A. (2021). Once upon a time in Korea… Forbes India.
Aggarwal, A. (2021). From invisible to visible: How Durex became the second biggest condom brand in India by value. Forbes India.
Aggarwal, A. (2021). Brands incentivise Covid-19 vaccination: Shot in the arm or short-sighted? Forbes India.
Aggarwal, A. (2021). Turning men into gentlemen: How The Man Company is breaking masculinity stereotypes. Forbes India.
Aggarwal, A. (2021). For immunity enhancing products, the key ingredient is consumer trust. ET Brand Equity.
Aggarwal, A. (2021). Busting the ‘cheap’ iPhone myth in India. Forbes India.
Aggarwal, A. (2021). Fairy, and Lovely: Three Ps for the win. Forbes India.
Aggarwal, A. (2020). Silver bullet: How Samsung has risen like a phoenix in India—again and again. Forbes.
Aggarwal, A. (2020). Companies look within for new woman leaders. Times of India.
Aggarwal, A. (2020). How celebrities are collaborating with brands while staying home. ET Brand Equity.
Aggarwal, A. (2017). Parle’s premium pitch. Business Standard.
Aggarwal, A. (2017). Be an empty vessel – Dr. Ranjan Banerjee – Dean, SPJIMR, Mumbai. The Economic Times.
Aggarwal, A. (n.d.). A pinch of salt: Can Tata Salt be a Horlicks, Complan or Bournvita? Forbes India.
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Courses
Strategic Brand Management
Marketing Communications
Strategic Marketing
Marketing 101
Markstrat Simulation
Consumer Behaviour
Design Thinking
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Awards and honours
Scholarship/Research
Best Seller Case Award-“Balaji Wafers”, Ivey (June 11, 2024).
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).
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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 for 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).
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Teaching interest
Brand Management
Integrated Marketing Communications
Marketing Management
Consumer Behaviour
Design Thinking
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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 (May 2003 – October 2006)
Administrative Assignments
Chairperson, PGDM/ PGDM (BM), SPJIMR (January 1, 2024- present)
Mentor, Teaching Learning Centre
Chairperson, PGMPW, SPJIMR (July 1, 2018 – September 30, 2022)
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)
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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)
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MDPs/FDPs
Mahindra Lifespace Developers Ltd, m-LEAP (Batch 2) (January 2025)
Mahindra and Mahindra – Commercial Excellence Track, Commercial Excellence Track (December 2024)
Deloitte, Sponsorship Wave (Novemeber 2024)
GSK, Catalyst Neo (October 2024)
Tata Management Training Centre, Achieving Your Leadership Potential 4.0 (September 2024)
PWC, New Manager Programme (July 2024)
Conducted MDPs for over 20 companies on Consumer Insight, Design Thinking, Brand Building, and Sales promotion. (including Mahindra and 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’ and ‘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 Argentina, Spain, Switzerland, Belgium, etc. This was conducted for over 100+ people (2013 – 2017).
Conceptualised and conducted training programmes on ‘Brand Building and 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 in the 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.
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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)
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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.
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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.
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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).
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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 and Working Mother. (November 8, 2019).
Speaker and 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).
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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).
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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
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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).