•  sheila.roy@spjimr.org

Sheila Roy

Associate Professor

Operations Supply Chain Management and Quantitative Methods

Sheila Roy holds a Ph.D. from the Indian Institute of Technology, Bombay. Her doctoral research focused on Service Operations and Management. She holds a master’s in Business Administration from the Indian Institute of Management, Bangalore. She is a faculty in Operations Supply Chain Management & Quantitative Methods at SPJIMR. In her professional career spanning 28 years, she worked in Information Technology, Finance, Insurance, Consulting, and Hospitality.

She passionately led start-up initiatives in the technology and digital space and converted them into robust business models. She has managed critical functions such as telemarketing channels, data warehousing, marketing analytics frameworks, six-sigma quality improvement, and market research. In her consulting assignments, she has led various programs in the digital ecosystem, such as e-business process design and analytics-driven marketing and sales process management.

She joined academics in 2015 and reflects her passion for conducting research, offering consulting, and conducting Management Development Programmes with corporates and institutions. Her research and teaching interests span Service E-Commerce, Analytics, and Service Excellence. She had been the Associate Programme Head for ‘Fellow Programme in Management (FPM)’ at SPJIMR and managed the admissions process for the PGDM programme for four years.

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Indian Institute of Technology, Bombay   

Ph.D., 2016
Focus: Framework for Service Quality in Sequential Multistage processes

Indian Institute of Management, Bangalore  

MBA, 2009
Major:  General Management

Jadavpur University   

BE, 1994
Major:   Electrical Engineering



    Direct-to-Consumer Brands

    Digital Supply Chain

    Data-Driven Decision Making


    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

    Bharani, S., Roy, S., & Tawde, S. (FPM scholar), Bharani, S. (PGDM alum, 2019-2021 batch), (2023). “Green products wrapped and delivered: Consumer’s preference for sustainable e-commerce practices”, The International Review of Retail, Distribution and Consumer Research, 10.1080/09593969.2023.2263822

    Rao, S., Roy, S., (2022). A Robust Design Integration in Non-Traditional Unit Load Warehouses. IFAC-PapersOnLine 55 (10), 1351-1356. Elsevier ScienceDirect. https://doi.org/10.1016/j.ifacol.2022.09.578

    Roy, S., Kamath, R. (2020). Born on the internet, how should Suta grow? Emerald Emerging Markets Case Studies, 10(1), 1-19.

    Roy, S., Mukherjee, I. (2018). Integrated approach for evaluation of service quality in the multistage sequential utilitarian service process. International Journal of Quality and Service Sciences, 10(2), 117 – 137. Emerald Insights. https://doi.org/10.1108/IJQSS-10-2016-0070

    Link to Google Scholar



    Gupta, A. (Author & Presenter), Roy, S. (Author & Presenter), Kamath, R. (Author & 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 18, 2022)

    Bhirani, S., Roy, S. (Author & Presenter), and Mishra, A., POMS India Conference, “Sustainable practices in E-commerce – Products, Packaging and Delivery, India (December 22, 2021)

    Roy, S. (Author & Presenter), 40th ISMS Marketing Science Conference, “Cascade Effect in Service Quality Evaluation,” Philadelphia, Pennsylvania, U.S.A. (June 14, 2018)

    Kamath, R., Roy, S. (Author & Presenter), 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)

    Roy, S., Mukherjee, I., 39th Annual ISMS Marketing Science Conference, “Evaluation of Multistage Service Experience using Experimental Design.” (June 7, 2017)

    Roy, S. (Author & Presenter), Mukherjee, I. (Author & Presenter), Sikdar, S. (Author & Presenter), Bera, S. (Author & Presenter), 2nd International Conference on Robust Quality Engineering, “Service Quality Evaluation of Multi-Channel Service Requests Using Mahalanobis- Taguchi System.” (January 2017)

    Roy, S. (Author & Presenter), 4th International Marketing Conference, MARCON 2016, “An Implementation Perspective of Customer Lifetime Value for E-Tailers,” IIM Calcutta. (December 22, 2016)

    Roy, S. (Author & Presenter), SPJIMR – POMS India Chapter Conference, held at SPJIMR; July 29-30, 2016, “Demand Management in Digital Supply Chain,” SPJIMR, Mumbai. (July 29, 2016)

    Roy, S. (Author & Presenter), ANZMAC 2013, “Antecedents for Misseliing in Financial Services.” (December 2013)

    Roy, S. (Author & Presenter), International Conference on Quality, Reliability, and Operations Research (ICONQROR – 2013), “Parameter Estimates in Proportional Odds Logistic Regression Model using Bias Correction Method for Modelling Service Quality Perception,” Indian Statistical Institute, Mumbai. (January 2013)

    Roy, S. (Author & Presenter), IEEE International Conference on Industrial Engineering and Engineering Management, “A Case-based Approach for Modeling Process Elements and Overall Service Quality Perception,” IEEE, Hongkong. (December 2012)


    Roy, S.(2022). Understanding ONDC from first principles. The Economic Times (ET Retail). https://retail.economictimes.indiatimes.com/blog/understanding-ondc-from-first-principles/94387154

    Roy, S.(2022). The supply chain in brand communications. The Economic Times (ET Retail). https://retail.economictimes.indiatimes.com/re-tales/the-supply-chain-in-brand-communications/5238

    Roy, S.(2020). Markets that rise to the sky: Covid-19 makes skyrises change behaviour to group buying. ET Brand Equity. https://brandequity.economictimes.indiatimes.com/news/marketing/markets-that-rise-to-the-sky-covid-19-makes-skyrises-change-behaviour-to-group-buying/76369985


    Channel choice decisions for e-commerce in the consumer goods industry

    Sustainable practices in E-commerce – Products, Packaging, and Delivery

    All for a Bun and a Bun for All: SOR perspective on Collective Pandemic Purchasing in Mumbai

    Evolving Brand Loyalty Metrics from Customer Transaction Data


    E-Business Logistics and Fulfillment


    Marketing Analytics

    Quantitative Methods

    Operations Management

    Business Research Methods

    Supply Chain and Customer Analytics


    Academic Faculty

    Associate Professor, SPJIMR. (Jul 2017 – Present)

    Assistant Professor, SPJIMR. (Oct 2016 – June 2017)

    Adjunct Faculty, SPJIMR. (Sept 2015 – Sept 2016)

    Administrative Assignments

    Associate Program Head, FPM, Program. (December 1, 2016 – Present)

    Tata AIG General Insurance (Dec 2002 – June 2009)

    Head -Business Intelligence

    Orbit E-Consulting (July 2000 – December 2002)

    Associate Director

    Cambridge Technology Partners (May 1999 – June 2000)

    Relationship Manager

    CMC Ltd. Kolkata (June 1994 – May 1997)

    Business development


    For-profit organisation, DCB Bank, Mumbai (July 2016 – Present)

    Independent, Consultant in E-Business and Analytics (July 2009 – Present)

    For-profit organisation, CRISIL, Mumbai (February 2017 – December 2017)

    For-profit organisation, Club Mahindra (October 2014 – September 2016)

    For-profit organisation, L&T Finance (October 2015 – June 2016)

    For-profit organisation, Cequity (February 2015 – August 2015)

    For-profit organisation, L&T Insurance (October 2009 – July 2015)


    Management/Executive Development, Dr. Reddy’s (December 16, 2019)

    Management/Executive Development, MDP-CAPSTONE for Pidilite. (September 16, 2019 – September 21, 2019)

    Management/Executive Development, AstraZeneca (September 3, 2019 – September 5, 2019)

    Management/Executive Development, Pidilite (August 9, 2019 – August 14, 2019)

    Management/Executive Development, Marketing Analytics (June 28, 2019 – June 29, 2019)

    Management/Executive Development, Analytics in Decision Making (May 3, 2019 – May 4, 2019)

    Management/Executive Development, SPJIMR (November 16, 2018 -November 17, 2018)

    Management/Executive Development, SPJIMR (September 2017 – February 2018)

    Management/Executive Development, SPJIMR (January 19, 2018 – January 21, 2018)


    Roy, S., Kamath, R. (2020). Markets that rise to the sky: Covid-19 makes skyrises change behavior to group buying. ET Brand Equity.


    S., Kamath R, “Channel choice decisions for e-commerce in consumer goods industry”, Sponsored by SPJIMR, S. P. Jain Institute of Management and Research, USD 7000 (October 2018)

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