“My vision for SRM AP is an inter-disciplinary environment that stimulates active, engaged learning and cutting edge research. We challenge our students to think critically and creatively, communicate clearly, and develop into thoughtful global citizens and leaders. Learning through discovery and interaction is more powerful and enduring than listening passively to lectures. We seek to equip our students with the cognitive tools to adapt to and seize opportunities offered by a rapidly changing world. Most of all, we stand apart with a network of associations with esteemed institutions around the world, so that students and make their mark in a connected world.”
2018 - Guest lecturer – invited to deliver a guest lecture titled “An Applications of Operations Research in the Luxury Market” - Alliance School of Business, Bangalore
2018 - Industrial Trainer - Leadership Development program on “OWNERSHIP OF BUSINESS and 360-degree approach to problems”, handled two-hour session in a workshop titled “Conflict management under the concept of marketing and sales” for the CHENNAI GATE rice industry employees in the cadre of Area Manager, Regional Manager and Zonal Manager.
Reviewer of the following journals:
Journal of Brand Management – Springer publication (SSCI listed, ABDC – A category)
Journal of Retailing and Consumer Services – Elsevier publications (SSCI listed, ABDC – A category)
Personality and Individual Differences - Elsevier publications (SSCI listed, ABDC – A category)
Systemic Practice and Action Research (SSCI listed, ABDC – B category)
Asia-Pacific Journal of Marketing and Logistics – Emerald Publications (listed in SSCI and ABDC – B category)
Luxury Marketing and Counterfeiting
Luxury counterfeit consumption values and social consequences: materialism, conspicuous and social exclusion and inclusion (Analysis – Thematic / Template analysis) – Qualitative research
Rural consumers’ ignorance, online consumption experience, and counterfeiting – Evidence from rural India India – (Analysis – Thematic / Template analysis) - Qualitative research
The role of personal and social luxury value and buying addiction towards highly visibly consumed luxury cosmetic brands - (Analysis – SEM – Structural Equation Modeling) - Quantitative research
The impact of Luxury value, Attitude and Brand commitment towards cosmetic products among consumers in India – (Analysis – PLS-SEM – Structural Equation Modeling) - Quantitative research
Socio-psychological perception towards luxury brand use among X and Y consumer generation. - Quantitative research
Consumer E-lifestyle and price sensitivity - Quantitative research
Upgradation of Retail Sector & the influence of Artificial Intelligence (Internet of Things, Blockchain)
Awards & Fellowships
2019 - Awarded the title “Market Master” for winning the market place simulation game conducted by The University of Tennessee, Knoxville
2017 - Received Overall Best Paper Award - North American Society for Marketing Education in India conference & IIM Indore
2012 - University rank 1st - M.Phil. Programme (Gold medallist) – MS University
2009 - University rank 3rd – BBA – GAC –MS University
2010 - National Eligibility Test - UGC
2012 – 2017 - Junior and Senior Research Fellowship (Ph.D) – UGC
Association for Consumer Research, USA (https://www.acrwebsite.org/)
International and National Conferences
2019 - The Counterfeit Consumerism – Values and social Consequences, Association for Psychological Science, 3rd Biennial International Convention of Psychological Science Paris, France.
2019 - The Moderating Role of demographic factors in using Mobile Shopping Applications on the Attitude and Intention to Use Chatbots for Mobile Shopping - Asia Pacific ACR (Association for Consumer Research) Conference, USA, Indian Institute of Management (IIM), Ahmedabad.
2019 - Understanding the behavioural patterns of consumer to Use Internet of Things Technologies - 7th Academy of Indian Marketing (AIM) – American Marketing Association (AMA) & Sheth Foundation Conference, MICA, Ahmedabad.
2018 - Physical vanity under psychosocial values and its relationships with purchase intention towards Luxury Cosmetic Brands: skin tone and age as a moderator variable.- The Mystique of Luxury Brands Conference, hosted byThe Luxury Branding Research Cluster – Curtin University, Social Science University, and Louken Group, Singapore.
2018 - Understanding the Attitude and Intention to Use Chatbots for Mobile Shopping - PAN IIT India Management Conference (PANIITMC), Indian Institute of Technology (IIT), Roorkee.
2017 - Does counterfeiting overrule the marketplace? - Consumption practices and Social consequences: exclusion and inclusion. IIM Indore – North American Society for Marketing Education in India (NASMEI) Summer Marketing Conference - Received Overall Best Paper Award with a cash prize.
2018 - Luxury Counterfeit Consumption - Research Colloquium conducted by Research Forum, National Institute of Technology (NIT), Trichy.
2012 - An investigation of the level of employee attrition and its impact on corporate industries – National conference on management practices at crossroads: ‘challenges and opportunities,’ Kongu Engineering College, Tamilnadu.
2012 - An impact on employee attitude and diversion due to the dominance of the Internet in the 21st century - National seminar on new paradigms in management research, Kerala University.
2011 - Understanding the employee attrition at Renault Nissan Automotive India Pvt. Ltd. (5 months internship as HR Trainee in RNAIPL).
2010 - A Study on service tax and its implications on excise duty concerning M/S Roca bathroom products Pvt. Ltd., Chennai. (Murugappa Group).
2009 - A Study on conflict management styles of the employees - IFE Logistics (India) Pvt. Ltd., Chennai.
Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands. - Ajitha, S., and V. J. Sivakumar. Journal of Retailing and Consumer Services 39 (2017): 103-113. [ABDC - ‘A’ ranked and Q1 journal, SSCI listed, Impact Factor – 2.919.]
2012 - The journey of traditional marketing to interactive marketing and its sustainability - International Conference on Sustainable Marketing Strategies Issues and Challenges / ISBN 978-93-82338-15-4
2012- Employee distraction due to the usage of social networking sites in workplace”– Trends in Commerce and Management, / ISBN 978-81-8094-136-89(hb)