SRM University opens the gates to new opportunities for students, alumni & faculty members as it collaborates with the world-renowned educational institution

SRM University, AP a top-notch and new age university situated in the heart of Andhra Pradesh, collaborates with Harvard Business School Online to offer high-impact online courses to its students. Eliminating the difference between borders and nations, the university is focused on providing global exposure to the students and opportunities to upskill themselves with a gamut of courses to stay relevant in the ever-changing economy. Students already enrolled in flagship programs and courses of SRM University, AP such as School of Entrepreneurship and Management Studies will now have an added advantage to enhance their calibres with the global association.

The collaboration with Harvard Business School Online reflects international unison in these unprecedented times and is further offering different programs such as Business Analytics, Economics for Managers, Financial Accounting, CORe(Credentials of Readiness) and others. These programs are integrated with the regular courses of SRM University, AP such as BBA, MBA (General), MBA (Business Analytics) and MBA (Banking and Financial Services).

Harvard Business School Online offers a unique and highly engaging way to learn vital business concepts. The online certificate and credential programs are offered via HBS On line’s innovative online platform and are designed to bring the Harvard Business School classroom experience to life. The HBS Online courses put participants at the centre of the learning experience. The learning model is built around three key characteristics: active, case-based, and social learning.

Dr Sathyanarayanan, President of SRM Group of Institutions, says that all HBS Online courses are led by industry experts and international faculty and align smoothly with global standards of excellence. Encouraging students to have multi-disciplinary skills and motivating them to upgrade themselves while getting additional support from global peer learning groups, SRM University, AP, is preparing them to become industry-ready professionals.

Commenting on the collaboration, Prof V S Rao, Vice-Chancellor, SRM University-AP said, “We are focusing on collective growth and success of our students, alumni and faculty. SRM University, AP has curated a gamut of courses supporting their educational aspirations by providing them with Scholarships and Financial aid programs and this will help the learners to enrol for their desired courses without having to miss out on the opportunities due to monetary constraints.”

The focus of Harvard Business School Online courses, according to Prof.AVS.Kamesh is to enhance student’s proficiency and skillset in various verticals and this collaboration will help SRM University AP participants to engage in Real-World Learning with a global community of peers.

Dr Sumit Kumar, Assistant Professor from the Department of Management has recently published two papers in highly reputed Scopus indexed journals. The paper titled “Managing employees’ turnover: findings from AHP model” is published in the International Journal of Economics & Business Research and “Economic Prosperity and Environmental Sustainability: Role of Infrastructure Development” in the Indian Journal of Ecology.

Managing employees’ turnover: findings from AHP model is an attempt to compare and evaluate the relative significance of myriad HR issues leading to better management of the employee turnover problem. The research questions explored and examined in this study provided deeper insights and a better understanding of the problem of retaining and nurturing human capital and have relevant implications for scholars, policymakers, and retail organisations. An important theoretical contribution of the study is in enriching the literature on employee retention in the organised retail sector. The practical implications of this study mainly emanate from the results of this study and are related to practices of managing people at work. The findings of the study can be effectively used to design a robust retention policy.
Read the full paper here

The second paper titled Economic Prosperity and Environmental Sustainability: Role of Infrastructure Development is co-authored by A. Mishra, M. Sharma, and et. al. This pragmatic investigation strives to divulge the relationship between infrastructure expansion and environmental defilement in the Indian outlook by realistically exerting panel data of 10 Indian states, which contributes 70 per cent of the total national population. The precise outcome of the investigation demonstrates that some proxies of infrastructure improvement such as electric capacity, railways network, road network and telecommunication have linkage with the air quality index in India.

Dr Sumit Kumar is an Assistant Professor in the School of Entrepreneurship and Management Studies, SRM University AP, Andhra Pradesh, India. He has done his PhD from the Indian Institute of Technology (Indian School of Mines), Dhanbad in Marketing Management. He has eight years of rich experience in the industry, research, and academia. His research, interests focus on the areas of marketing and consumer behaviour, green products, private label brands (PLB), virtual retail environment and online retail. He has also presented papers at premier national and international conferences. He authored and co-authored several research articles in reputed international and national journals.

vimal babu, best paper PRISM conference, crisis managementResearch at SRM University-AP is always geared to top the solutions that we have to our current problems. One of the most enduring issues in the field of management is crisis management. The PRISM conference has found one of our faculty member’s solution to be most beneficial and awarded him with the Best Paper Presentation Award. Dr Vimal Babu, Associate Professor-SEAMS, has come up with a response that will not only help leaders manage crisis situations with increasing efficiency but also make it possible for them to thrive in the face of adversities.

About the paper:

The purpose of the present research is to understand how global pandemic forces shaped the leadership communication strategies of the managers working in the Information Technology (IT) industry in India, in turn, how their leadership communication strategies aided in achieving agile and authentic leadership communication in relation to their own employees. It studied the leadership communication strategies of managers which facilitated them to establish emotional connect with the employees working remotely during pandemic crisis.


An investigation of the major themes in leadership communication strategies during times of crisis is presented in this research. It applies thematic analysis (TA) as a qualitative method to investigate effective leadership communication strategies in crises to overcome employee-centric organisational issues. Major themes and sub-themes are linked together to grasp better understanding about qualitative data. As a result, a total of five major themes emerged. Findings reveal that HR managers must consider the impact on their employees’ well-being when making verbal communication and crafting messages for their teams during times of crisis. The research developed a conceptual framework for mapping out the major themes, viz. information consumption and news making; disinformation and narrative disruption; agile communication structures; striking the balance b/w humane and factual communication and leadership communication imperatives. The themes generated substantive theory featuring agile and authentic leadership communication for the managers. As organisational leaders, managers’ challenges and communication strategies during a crisis are discussed. Future research ideas are highlighted.

Social Implications:

As a result of this research, it is now possible to deal with crisis communication challenges of managers more effectively. To avoid reacting to disinformation, one must be able to recognise it when it appears in abundance in a short period of time and recognise it when it does not. Managers of the HR department are held in high regard by their employees, who look to them for guidance and support. An agile communication structure, such as clearly stated goals, lean approvals and clarity of purpose will have a big impact upon the designing of communication strategies initiated by organisational leaders, especially when the attempts are made to interact with the employees remotely. That being said, managers need to strike a balance between human and factual communication in order to develop trust, transparency, and cooperation with their employees.


The present work has been successfully carried out with the contributions of the co-researchers of the research paper, viz. Dr. Anugamini Priya Srivastava, Symbiosis International University, Pune and Mr. Vipin Kumar, Project Management Professional, BT India.


The future research plans entail working in the area of employee sustainability, well-being and career development of the workforce along with crisis management.

Mr Lakshman Thatikonda, a 3rd year BBA student of SRM University-AP, has started his own business venture (TalentCrew), incubated at the Hatchlab Research Centre– The technology and livelihood business incubator of SRM University-AP.

The talent crew is a skill-based startup. They are one of India’s largest multi-category customised gifting companies, providing one of the best-curated collections of festival merchandise, gifts, handicrafts, wedding cards, carvings & personalised products for all occasions & festivals. TalentCrew has a global footprint with customers spanning 20 plus countries and the capability to deliver gifts to over 50 countries and 300 plus cities in India. Mr Lakshman started this organisation on the principles of creativity, agility, and social responsibility.

Over the next few years, TalentCrew envisions exploring and developing new products and services that will actively expand business while touching social responsibility.

Experience at Hatchlab Research Centre

The Hatchlab research centre aims to support SRM E-Cell’s mission of developing entrepreneurial talent and fostering the commercialisation of new ideas ventures. “Working with Hatchlab research centre was always a great experience. Here I found the fresh start for the innovation, and here the programme is very well structured with the right blend of practice,” says Mr Lakshman. “The best thing about this programme is that it allows me to learn while still being employed. And I always feel thankful for Dr Lakshmana Rao sir, for motivating me on every stand that I take, and Udayan Bakshi sir, for giving me such a wonderful opportunity” he added.

French DelegationMoU inked with Rennes School of Business

As part of an official visit to Andhra Pradesh, members of the French Delegation visited the SRM University-AP campus on Friday, 25 February 2022. An MoU has been signed between Rennes School of Business, France and SRM University-AP on student exchange, curriculum development, and articulation programmes. University Vice-Chancellor Prof V S Rao called the MoU “an important milestone for SRM AP” and welcomed students from France to India.

Mr Thierry Berthelot, Consul General de France a Bangalore, reaffirmed the MoU between India and France in the number and quality of student exchanges. “We have reached the aim of 10,000 Indian students by 2020; now, we look forward to increasing the number of Indian students in France significantly to 20,000 by 2025”, he added. The signing of the agreement for the mutual recognition of degrees will facilitate the pursuit of higher education by Indian students in France and French students in India and enhance their employability. The delegation emphasised that the collaboration with Rennes School of Business will further equip students of SRM University-AP to gain professional experience and job opportunities around the world. Mrs Maud LE BARS, South Asia Area Manager Rennes School of Business and Conseillere du Commerce Exterieur de la France, highlighted the student and faculty diversity in France that surpasses language barriers.

Consequently, Dr Naga Swetha Pasupuleti, Associate Director – International Relations and Higher Studies, talked about the strong partnerships SRM AP holds with QS ranked global universities and especially EFREI, France. The delegation interacted with the students and faculty members of SRM University-AP and discussed various possibilities of international internships and study abroad opportunities.

Mr Francois-Xavier Morteuil, Attache Consulaire pour la Coopération Scientifique et Universitaire; Mrs Ambika Anilkumar, Deputy to Attache Consulaire; Mrs Vasudha Murlikrishna, Campus France Manager Hyderabad; Mrs Vidya Suresh, Country Manager ESIGELEC (engineering school in France); and Mr Samuel Berthet, Director of Alliance Francaise of Hyderabad were part of the delegation and explored the university campus.

Pro-Vice-Chancellor Prof D Narayana Rao, Registrar Dr R Premkumar, Deans and Associate Deans of all schools were present in the discussion pertaining to the future scope of collaborations with French academic institutions.

workplace well-being

Employee wellbeing and productivity of the organisation are closely interlinked concepts mutually impacting each other in the long run. The idea of workspace wellness and health promotion has been making rounds in recent times, and the outset of the coronavirus pandemic has given added importance to the topic. Having conducted intense study in this regard, Prof AVS Kamesh and his PhD scholar Ms Ashrafunnisa Mohammed from the Department of Management have authored a chapter titled ‘’Evaluating the Role of Workplace Well-Being in Enhancing Employee Productivity in the 21st Century’’, in book Transforming Lives through Mindfulness published by IIM Bodh Gaya AND Excel India Publishers.

Their study tries to evaluate the unique role of workplace well-being in enhancing employee productivity in the 21st century. The contemporary business world is characterised by organisations competing against each other. In a dynamic and complex business environment, the main aim of modern corporate organisations is to retain talented employees by ensuring mindfulness and workplace well-being because these employees are the main sources of competitive advantage from a strategic point of view. Thus, an enhanced level of workplace wellbeing is an effort to create happy and productive workers so that they work optimally and happily. Work is a key social determinant of population health and well-being.

Workplace well-being in India is often focused on changing individual health behaviours through employer wellness programs. The Covid-19 health crisis brought into focus, some of the limitations of present approaches revealing structural conditions that intensify the physical and psychosocial problems of employees and their family members. The onset of the Covid-19 pandemic augured the new dimension of workplace well-being by converting home into a happy place to work. This perspective leads management experts and human resource managers to think about a combined model of work and home as a place of well-being.

This chapter is significant in the times of Post Covid-19 with new perspectives evolving to discuss work-life balance and well-being at workplace which are significantly related to the productivity of the employees. The article mainly targets management educators, corporate managers and personnel managers from public sector companies in India, calling for a comprehensive renovation in the workplace environment.

Dr Bharadhwaj

A paper titled “Organic food preferences: A comparison of American and Indian consumers” has been published by Prof Bharadhwaj Sivakumaran, Dean- SEAMS, SRM University-AP, Kirubaharan Boobalan (SSN College of Engineering), and Margaret Susairaj (Great Lakes Institute of Management, Chennai) in the journal Food Quality and Preference having an Impact Factor of 5.6.

This research tests a nomological model predicting organic food attitudes and purchase intentions in USA and India. Data were collected from India (n = 687) and the USA (n = 632) using Amazon M Turk and were analyzed using structural equation modelling and multi-group moderation technique. Results revealed that over and above attitude, subjective norm and perceived behavioural control, response efficacy and self-expressive benefits significantly affect consumers’ attitudes and purchase intentions toward organic food among American and Indian consumers. Findings reveal that response efficacy and attitude matter more in the USA while subjective norms and self-expressive benefits exert a greater influence in India. Therefore, marketers may reinforce belief-related elements while selling organic food products in the USA and societal-related elements while selling in India. Theoretically, this work adds to the Theory of Planned Behavior by adding self-expressive benefits and develops a common model for organic food across samples in USA and India.