Ashita Aggarwal
  •  ashita.aggarwal@spjimr.org

Ashita Aggarwal

Professor, Marketing

Chairperson, 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.

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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

  • Courses

    Strategic Brand Management

    Marketing Communications

    Strategic Marketing

    Marketing 101

    Markstrat Simulation

    Consumer Behaviour

    Design Thinking

  • 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).

  • 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).

  • Teaching interest

    Brand Management

    Integrated Marketing Communications

    Marketing Management

    Consumer Behaviour

    Design Thinking

  • 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)

  • 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

    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.

  • 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.

  • 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 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).

  • 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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