Sales Management
Women in Sales
Ecommerce
Channel Management
Design Thinking
- rkamath@spjimr.org
Renuka Kamath
Professor, MarketingAssociate Dean, Full-time Programmes
Renuka Kamath holds a Ph.D. from the University of Mumbai, with a research focus on modern vs. traditional retailing. She has a bachelor’s (BSc) and master’s (MSc Prev) degree in chemistry from Delhi University and a postgraduate diploma in management from T.A. Pai Management Institute, Manipal, Karnataka.
With over 3 decades of experience, she worked in the industry for 15 years, leading responsibilities in marketing and sales within the education and technology industry. She embarked on her academic career in 2005 and has taught courses including Foundations of Marketing, Marketing Management, Sales and Distribution, Design Thinking, Strategic Marketing, and Marketing Simulations.
Her intellectual contributions have been vividly published and presented in renowned journals and case publications, conferences, and periodicals. Her research is anchored on topics covering Women in Sales, E-commerce, Channel Management, and Design Thinking.
Her research and teaching efforts have been recognised, and she is the recipient of the ‘Best Seller Case’ Award by Ivey and ‘Outstanding Contribution’ to Academics by the Higher Education Forum. She has led administrative leadership roles as an area head, programme head, and chairperson in her previous assignments. She is currently Associate Dean, Full-time Programmes at SPJIMR.
Education
University of Mumbai
Ph.D., 2013
Focus: Marketing, Modern Versus Traditional Retailing
T. A. Pai Management Institute
PGDM, 1989
Major: Marketing and Systems
Delhi University
M.Sc. (Pr.), 1987
Major: Chemistry
Delhi University
B.Sc., 1986
Major: Chemistry
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Research interests
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Selected publications
ShabbirHusain, R. V., Kamath, R., and Moorthy, J. (2025), Navigating the Sustainability–Luxury Paradox: Bibliometric Insights and Research Directions. Journal of Consumer Behaviour, Wiley-Blackwell Publishing. https://doi.org/10.1002/cb.2469
Kamath, R., & Bharti, P. (2024). Cross-selling right: Navigating out of the EBITDA Death Valley. Management Practice Insights (MPI). https://mpibyspjimr.org/articles/cross-selling-right-navigating-out-of-the-ebitda-death-valley
Malya, S. and Kamath, R. (2024), Mangalam Organics Limited: making camphor grow innovatively, Emerald Emerging Markets Case Studies, Vol. 14 No. 2. https://doi.org/10.1108/EEMCS-12-2023-0454.
Kamath, R. and I, A.K. (2024), Leave me alone! The pharma sales force that performs yet does not, Emerald Emerging Markets Case Studies, Vol. 14 No. 3. https://doi.org/10.1108/EEMCS-11-2023-0440.
Gupta, A., Roy, S. and Kamath, R. (2024), Filling in the gaps: a service ecosystem perspective on purchase groups as interstitial markets, Journal of Services Marketing. https://doi.org/10.1108/JSM-08-2023-0302.
Kulkarni, B., & Kamath, R. (2023). Design capability: How to integrate it for competitive advantage. Management Practice Insights (MPI). https://mpibyspjimr.org/articles/design-capability-how-to-integrate-it-for-competitive-advantage/
Tawde, S., Kamath, R., Husain R.V., S. (2023). ‘Mind will not mind’ – Decoding consumers’ green intention-green purchase behavior gap via moderated mediation effects of implementation intentions and self-efficacy. Journal of Cleaner Production. ScienceDirect. Elsevier. https://doi.org/10.1016/j.jclepro.2022.135506.
Sharma, R. W., and Kamath, R. (2022). MTR Foods—Redesigning Brand Identity and Brand Architecture. Asian Journal of Management Cases, 0(0). https://doi.org/10.1177/09728201221126776.
Kamath, R., & Pawar, N. S. (2022). PHP India: the e-commerce dilemma. Emerald Emerging Markets Case Studies, 12(1), 1–38. https://doi.org/10.1108/eemcs-02-2021-0050
Kamath, R., Agrawal, P. and Ahmed, S. (2022), The truant distributor: retain or replace?, Emerald Emerging Markets Case Studies, Vol. 12 No. 4. https://doi.org/10.1108/EEMCS-11-2021-0375.
Kamath, R. (2020). TTK Group’s “SKORE”: scoring in the condom industry. Emerald Emerging Markets Case Studies, 10(1). http://www.scopus.com/record/display.uri?eid=2-s2.0-85079729333&origin=resultslist.
Roy, S., Kamath, R. (2020). Born on the internet, how should Suta grow? Emerald Emerging Markets Case Studies, 10(1), 1-19. http://www.scopus.com/record/display.uri?eid=2-s2.0-85078989925&origin=resultslist.
Renuka Kamath, (2020), TTK Group’s “SKORE”: Scoring in the Condom Industry, Emerald Emerging Markets Case Studies, Emerald Publishing. http://www.scopus.com/record/display.uri?eid=2-s2.0-85079729333&origin=resultslist.
Kamath, R. (2011). Retail Store Choices for Consumers – The Likely India Story. LLIM Journal of Management.
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Case studies
Kamath, R., Kulkarni, B., Nagaraj, V. (2025). St. Jude Childcare: Applying systems thinking in pediatric cancer. Ivey Publishing. Product number: W42201
Kamath, R. (2025). Castrol India’s channel dilemma: Play safe or disrupt to change the rules of the game? Ivey Publishing. Product number: W41219.
Sharma, R.W., Kamath, R., Bansal, A., Singh, A.K., (2024). Air India-Vistara brand merger: On the right path? Product number: W37029.
Kamath, R., Husain R.V., S. (2023). Captain Fresh: Value fishing across segments(pp.12 pages). Ivey Publishing.
Roy, S., Kamath, R. (2023), Direct-to-Consumer brand Suta: Weaving in conversion rate optimization, Ivey Publishing.
Kamath, R., Shrinath V. (2022). Savemom: The Smart Wearable Solution for Maternal Health Care. Ivey Publishing.
Kamath, R., Husain R.V., S. (2022). CavinKare’s Indica Easy: Launching Shampoo Hair Colour (pp.12 pages). Ivey Publishing.
Renuka Kamath (with co-author), (2016), Castrol India Limited: An Innovative Distribution Channel, Ivey Publishing, also on Harvard Business Publishing.
Renuka Kamath, Sagar Sharma, K. K. Kishore, (2013), An Irate Distributor: The Question of Profitability, Ivey Publishing.
Renuka Kamath, Ashita Agarwal (2013), Evoe Spring Spa – a Positioning Dilemma, Ivey Publishing (a ‘Popular’ case) on Harvard Business Publishing (This case study was ranked # 1 in the ISB-Ivey Global Case Competition 2013, among 100 global entries).
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Books/Book chapters
Kamath, R. (2024). Sapphire Paints Limited. In Sales and distribution management: Decisions, strategies, and cases (7th ed.). Pearson Education.
Kamath, R. (2024). Case study-Sapphire Paints Limited. In the book: Sales and Distribution Management: Decisions, Strategies, and Cases. 7th Edition by Pearson education.
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Conferences
Kulkarni, B., and Kamath, R., All is well, yet why are people leaving the NGO? Can design thinking help Jatan Sansthan? Case study paper presented at the North American Case Research Association (NACRA 2024) Conference, Orlando, Florida (October 17–19, 2024).
Kamath, R., Distribution at Stellarlube: Slow and steady is the winning strategy. Or is it? Case study paper presented at the North American Case Research Association (NACRA 2024) Conference, Orlando, Florida (October 17–19, 2024).
Kamath, R., Karthic, A., Pharma sales force – Managing data, dilemma, and decision, 2023 Proceedings of the North American Case Research Association Volume 37-October 5-7, 2023 (December 2023).
Tawde, S., Sharma, R. W., Kamath, R., HusainS., R. V., Exploring green consumers’ skepticism –perceived value association: What lowers green consumers’ negative evaluations?’, 17th Great Lakes NASMEI Marketing Conference at Chennai (December 2023).
Kamath, R., Karthic, A., Pharma sales force – Managing data, dilemma, and decision, North American Case Research Association (NACRA) Annual Conference, San Antonio, USA (October 2023).
HusainS., R. V., Kamath, R., Consumer behavior in the metaverse: a review, synthesis and research agenda, 11th International Conference on Contemporary Marketing- Island of Corfu (July 2023).
Aditya Gupta (Author and Presenter), Roy, S. (Author and Presenter), Kamath, R. (Author and Presenter), AMA Winter Academic Conference, All for a Bun and a Bun for All: An S-O-R Perspective on Collective Pandemic Purchasing in Mumbai, Las Vegas (February 2022).
Jagasia, J. (Author and Presenter), Thakur, R. (Author), Kamath, R. (Author), The annual Americas Conference on Information Systems (AMCIS), Influence of Display Ads on Additional Product Purchase Contact, Cancun, Mexico. (August 17, 2019).
Jagasia, J., Thakur, R., Kamath, R., ISDSI, Assessing the Effectiveness of Display ads on Ecommerce websites, SPJIMR, Mumbai. (December 30, 2018).
Kulkarni, B. V., Kamath, R., Dhir, V. L., ISDSI, Design Thinking: Cultivating mindsets, SPJIMR, Mumbai. (December 30, 2018).
Jagasia, J., Thakur, R., Kamath, R., 12th NASMEI International Conference, Assessing the Effects of Display Advertising on Ecommerce Websites, Great Lakes Institute of Management, Chennai. (December 20, 2018).
Kamath, R., Learn – Consolidate – Grow – Asia Pacific Conference 2018, Design Thinking, GMAC. (November 15, 2018).
Kamath, R., Roy, S., Pawar, N. S., 40th ISMS Marketing Science Conference, Channel Choice Decisions for E-commerce in Consumer Goods Industry, Philadelphia, Pennsylvania, U.S.A. (June 14, 2018).
Kamath, R., 39th Annual ISMS Marketing Science Conference, Is Embedding Social Dimension In Advertising Effective?. (June 7, 2017).
Kamath, R., 7th Great Lakes NASMEI Marketing Conference, Exploring brand relationships for mobile phones among Indian youth, Chennai. (December 2014).
Kamath, R. (Author), Das, S. (Author), 5th IIMA Conference on ‘Marketing in Emerging Economies, A Study of Age-Related Store Choice Behavior, IIM Ahmedabad. (January 9, 2013).
Kamath, R., Workshop on the Innovations in the Teaching of Marketing, Personal Selling, SPJIMR, Mumbai. (January 2012).
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Periodicals
Kamath, R. (2025). Developing strategic thinking in B-school curricula. The Economic Times.
Kamath, R. (2022). Tech trends in marketing students need to know. Business Line.
Kamath, R. (2022). Book Review: I Am. The Hindu Buisness Line.
Kamath, R. (2021). Will the real and honest influencer stand up? ET Brand Equity.
Kamath, R. (2021). How marketers can manage super networked consumers. The Drum.
Kamath, R. (2021). The Indian saree league: The six yards in spotlight. ET Brand Equity.
Kamath, R. (2020). Emergence of e-B-to-B distributors, life savers for retailers or death knell for offline FMCG distribution? Forbes India.
Kamath, R. (2018). Adding ecommerce to your sales strategy? Making it work online. Forbes India.
Kamath, R. (2022). Review of Brand Magic, The Art, and Science of Creating Successful Brands by Alan D’Souza and Prashant Pareek. The Hindu Business Line.
Kamath, R. (2021). Review of ‘Where brands reflected nationalism and pride’ by Ramya Ramamurthy. The Hindu Business Line.
Kamath, R., V, S. (2021). Nurturing a healthy mentor-mentee relationship. BLoC- Business Line on Campus.
Kamath, R. (2021). From B-school to life as a salesperson: What do you look out for? BLoC The Hindu Business Line.
Roy, S., Kamath, R. (2020). Markets that rise to the sky: Covid-19 makes skyrises change behaviour to group buying. ET Brand Equity.
Kamath, R. (2018). The hop-on, hop-off consumer. Economic Times – Brand Equity.
Kamath, R., Tripathi, S. (2018). Tales from the road: what I learnt in the field.
Kamath, R. (2016). “Hard Sell, with a Soft Heart” – Should a socially aware society affect its advertising, or its advertising affect society’s conscience? Economic Times, EDIT.
Kamath, R. (2016). Segmenting online consumers. Business Line.
Kamath, R. (2014). Frenemies: Learning to Coexist And Collaborate. Business World.
Kamath, R. (2014). Why the bindi isn’t getting bigger. The Hindu; Business Line.
Kamath, R. (2014). Consuming in a virtuous circle. Business Line.
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Working papers
“Channel choice decisions for e-commerce in consumer goods industry”.
E-commerce channels have increased the opportunities for market access for all organizations. In emerging markets such as India, organizations access diverse consumers through a complex network of channel intermediaries. The channel choice decision between channel configurations offline and through online channels is an interesting area. Firms have developed innovative linkages in dyadic relationships (manufactures as sellers on platforms) or as triads (manufacturer, e-distributors, and e-marketplaces) that impact the transaction cost of the relationship. The governance structures of these relationships, through which firms outsource or build capacity for various transactions e.g., order-booking, payments, warehousing, etc. can be significantly different from those for the traditional channel (off-line), for the same set of products and consumers.“Is Embedding Social Dimension in Advertising Effective?” (Planning).
The use of emotional connect is age old in building brands. Using social dimensions for emotional connect is a route corporation are taking. Emerging economies often are characterized by many social restrictions related to social issues like widow remarriage, gay rights, etc. Brands have begun embedding these social dimensions in their communication. -
Featured in
Kamath, R. (2025). Castrol India, SPJIMR collaborate on case study to resolve lubricant major’s distribution channel dilemma. The Hindu Business Line.
Kamath, R. (2025). The cost of infamy: Influencer marketing pitfalls. The Financial Express.
Kamath, R. (2024). Was Poonam Pandey and Schbang’s shock tactics justified? The Hindu Businessline.
Kamath, R. (2023). Global universities up their India game. Fortune India.
Kamath, R. (2023). GMAT acceptance plays a key role in boosting Indian B-schools in FT Rankings 2023. India Education Diary.
Kamath, R., & George, S. A. (2023). SPJIMR Placements 2023: Class average at Rs. 33.02 Lakh. Hindustan Times.
Kamath, R. (2022). Business schools: Back in action. Business India.
Kamath, R., & Parameswaran, A. (2021). Marketing lessons from the Indian soap wars. The Drum.
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Courses
Marketing Management
Sales and Distribution
Distribution Management
Strategic Marketing
Design Thinking and Innovation
Marketing Operations
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Awards and honours
Scholarship/Research
Best Seller Case Award – “Evoe Spring Spa: A Positioning Dilemma”, Ivey. (May 5, 2020).
Teaching
Outstanding contribution in the area of Marketing Management, through teaching, research and publications, Higher Education Forum (HEF). (September 3, 2016).
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Teaching interest
Foundations of Marketing
Sales and Distribution
Design Thinking
Strategic Marketing
Marketing Simulations
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Work experience
S. P. Jain Institute of Management and Research, Mumbai (October 2013 – present)
Professor – Marketing
S. P. Jain Institute of Management and Research, Mumbai (January 2005 – September 2013)
Associate Professor – Marketing
Administrative Assignments
Associate Dean, Full Time Programmes (February 2022 – present)
Associate Dean, Academic Services and External Relations, Business School. (September 1, 2020 – January 2022)
Chairperson, PGEMP, Programme. (November 2013 – April 2017)
Area Head, Marketing. (May 2009 – October 2013)
Programme Head, PGDM. (May 2007 – May 2009)
Area Head, Marketing. (January 2005 – May 2007)
IL&FS Education and Technology Services Limited (April 2000 – May 2004)
Manager- Sales
Whirlpool of India Ltd. (May 1996 – May 1999)
Manager – Trade Marketing
Kelvinator of India (October 1989 – November 1995)
Manager – Business Development
Weston Electronics. (May 1989 – October 1989)
Management Trainee
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Consulting
Ronak Opticals – Specialists in Eyewear
Consultation on their brand architecture and brand portfolio re-look. Revamping their retail sales through restructuring the sales force.
Legrand – The French global specialists in electrical and building infrastructures
A relook at their brand architecture, product portfolio, and sales force structure and recommendations thereof.
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MDPs/FDPs
Management/Executive Development, RNA RESOURCES DUBAI. (February 3, 2020 – February 6, 2020).
Management/Executive Development, MSD Pharmaceuticals Pvt. Ltd. (September 19, 2019 – September 22, 2019).
Management/Executive Development, MDP-CAPSTONE FOR PIDILITE. (September 16, 2019 – September 21, 2019).
Management/Executive Development, Huntsman PU Division. (September 17, 2019 – September 18, 2019).
Management/Executive Development, AstraZeneca. (September 3, 2019 -September 5, 2019).
Management/Executive Development, Pidilite. (August 8, 2019 – August 13, 2019).
Management/Executive Development, Pidilite. (August 7, 2019 – August 12, 2019).
Management/Executive Development, MDP CAPSTONE PIDILITE. (July 1, 2019 – August 10, 2019).
Management/Executive Development, Design Thinking. (July 6, 2019 – July 7, 2019).
Management/Executive Development, Design Thinking. (June 6, 2019 – June 7, 2019).
Management/Executive Development, Welspun India Ltd. (April 5, 2019).
Management/Executive Development, Mahindra and Mahindra Ltd. (May 21, 2018).
Management/Executive Development, University of Warsaw. (April 30, 2018 – May 6, 2018).
Management/Executive Development, Mahindra and Mahindra Ltd. (April 27, 2018).
Management/Executive Development, Mahindra and Mahindra Ltd. (April 4, 2018 – April 5, 2018).
Management/Executive Development, Mahindra and Mahindra, Women Leaders Programme. (October 9, 2017 – October 14, 2017).
Management/Executive Development, University of Warsaw. (April 30, 2017 – May 6, 2017).
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Corporate mentoring
COO, Mahindra Limited, Customer centricity and leadership (2017)
COO, Mahindra Limited, Customer centricity and leadership (2020)
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Board memberships
Governing Council, SPJIMR (2015 – 2018)
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Editorial positions
Editorial Review Board Member, Emerging Markets Case Studies Journal, Appointed. (2018)
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Reviewer experience
American Marketing Association
Emerald Emerging Markets Case
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Professional service
Council Member, WICCI: Women’s Indian Chamber of Commerce and Industry. Global Impact for Businesswomen, Entrepreneurs and Professionals. (October 7, 2020 – present).
Member, School of Management Board of Studies, D Y Patil University, Pune, Maharashtra. (March 6, 2020 – present)
Workshop Organizer, SPJIMR, Mumbai, Maharashtra. (February 3, 2020). Speaker, NITIE Mumbai, Mumbai, Maharashtra. (January 27, 2020).
Governing Council Member, SPJIMR. (July 2015 – May 2019).
Speaker, 30th AIMS Annual Management Education Convention, 2018 at Infosys Convention Centre, Bangalore, Karnataka. (August 31, 2018 – September 1, 2018).
Speaker, Sinhgad Institute of Management in Association of AICTE, Pune, Maharashtra. (December 11, 2017).
Editor, Book, SPJIMR, Mumbai. (January 2014). Workshop Organizer, SPJIMR, Mumbai. (2013).
Attendee, Meeting, “Building Powerful and Profitable Brands – In Good and Bad Times”, Mumbai, Maharashtra. (March 2013).
Attendee, Meeting, Lessons in Marketing Excellence, Mumbai, Maharashtra. (February 2013).
Editor, Book, SPJIMR, Mumbai. (February 2013).
Moderator, Marketing to Kids, Mumbai, Maharashtra. (January 2013).
Innovations in the Teaching of Marketing, Mumbai, Maharashtra. (January 2012). Editor, Book, SPJIMR, Mumbai. (January 2012).
SPJIMR Marketing Impact Awards (SMIA), Mumbai, Maharashtra. (January 2008 – January 2012).
Attendee, Meeting, “SPIN SELLING” special management programme with Neil Rackham. (February 2009).
Colloquium on Participant Centered Learning for leadership and excellence, Boston, MA. (July 27, 2008).
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Directed student learning
Dissertation Committee Member, Other (Outside S. P. Jain Institute of Management and Research). Advised: Nitin Pitty (November 2016 – present).