Faculty & Research

Arun Sreekumar


Arun Sreekumar earned his PhD in Marketing from the University of Illinois at Urbana-Champaign (USA). The common theme of his research is how marketing interventions can improve consumer wellbeing. Arun works in collaboration with corporations, entrepreneurs and consumer communities to examine issues such as marketing by social entrepreneurs, empathic service delivery, marketplace rituals, social purpose of brands and how vulnerable consumers respond to marketing interventions. He has conducted field studies in India, Tanzania, Uganda, and USA in contexts related to agriculture and healthcare. In addition to these domains, Arun's teaching interests include entrepreneurial marketing and product management. He has taught a wide range of corporate executives in customized education programmes, and he is involved in ongoing consulting/research project with companies and public agencies. Prior to joining academia, Arun supported the product development and marketing activities of hundreds of micro-entrepreneurs in India and East Africa. His research has appeared in premier international journals such as the Journal of Marketing, Journal of the Academy of Marketing Science, European Journal of Marketing, Journal of Consumer Affairs, and Journal of Marketing Management.


Primary Area : Marketing

Secondary Area : Human Resources Management


Email : aruns@iima.ac.in

Phone : +91-79-7152 7427

Office : 303, Forum Tower, New Campus

Secretary : Snehal Jethwa

Phone : +91-79-7152 7931

Website : Personal Website


Ph.D., Marketing, University of Illinois at Urbana-Champaign, USA


1. Marketing for Startups / Entrepreneurial Marketing (PGP and PGPX)

2. New Product Development and Management (PGP and PGPX)

3. Marketing Management (PGP and PGPX)

4. Asking the Right Questions: Behavioral Aspects of Surveys (PhD)

5. Field Experiments (PhD)

6. Branding, Product Management and Entrepreneurial Marketing in executive education programmes

Academic Experience

American Marketing Association

Association for Consumer Research

Academy of Marketing Science

Subsistence Marketplaces Initiative

Professional Experience

Instructor, University of Illinois at Urbana-Champaign, 2019-2021

Area Convenor and Associate Fellow, The Energy and Resources Institute, New Delhi , 2012-2021

Visiting Scholar, Gund Institute of Ecological Economics, University of Vermont, USA, 2011


(with Madhu Viswanathan, Srinivas Sridharan and Gaurav Sinha) Addressing grand challenges through the bottom-up marketing approach: Lessons from subsistence marketplaces and marketplace literacy, Journal of the Academy of Marketing Science, 2024

(with Rob Arias, Cele Otnes and Linda Zayer) Shining the spotlight on marketplace rituals: a review and research agenda, Journal of Marketing Management, 2023

(with Madhu Viswanathan, Nita Umashankar, and Ashley Goreczny) Marketplace Literacy as a Pathway to a Better World: Evidence from Field Experiments in Low-Access Subsistence Marketplaces, Journal of Marketing, 2021

(with Madhubalan Viswanathan) How Global Marketing Can Be Made More Global and More Marketing: A Bottom-Up Perspective from Subsistence Marketplaces, Journal of Global Marketing, 2021

(with Robert Arias and Madhu Viswanathan) Extreme Exclusion and Relative Deprivation in Subsistence Marketplaces: A Study in a Refugee Settlement in Nakivale, Uganda, Journal of Consumer Affairs, 2020

(with Madhu Viswanathan, Saravana Jaikumar, and Shantanu Dutta) Marketplace Literacy Education and Coping Behaviors among Consumer-Entrepreneurs in Subsistence Marketplaces during Demonetization in India, Journal of Consumer Affairs, 2020

(with Madhu Viswanathan) Consumers and Technology in a Changing World: The Perspective from Subsistence Marketplaces, European Journal of Marketing, 2019

(with Madhu Viswanathan, Ronald Duncan, and Maria Grigortsuk) A Bottom-Up Approach to Understanding Low Income Patients: Implications for Health-related Policy, Journal of Law, Medicine and Ethics, 2018

(with Cele Otnes, Cele, Linda T. Zayer, and Robert Arias) The Roles of Extraordinary Beliefs in Consumption Rituals, Journal of the Association for Consumer Research, 2018

(with Ernst Worrell and Ibrahim Rehman) Accelerating Access to Energy Services: The Way Forward, Advances in Climate Change Research, 2017

(with Madhu Viswanathan) Marketing and Poverty Alleviation :Synergizing Research, Education, and Outreach Through the Subsistence Marketplaces Approach, Markets, Globalization and Development Review, 2017

Read More


(with Jayasree Krishnankutty and Kadambot Siddique) Sustaining Smallholder Farming through Collective Action and Entrepreneurship, Innovations in Small-Farm Agriculture, Taylor and Francis, 2022

Evolving and Expanding Marketing to Address Challenges and Opportunities in Subsistence Marketplaces: Looking Back and Forward,” in Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets, ed. Ramendra Singh, Boston: Emerald Publishing, 2019 (with Madhu Viswanathan and Roland Gau)

Awards & Honors

2021 - Stellner Fellowship, University of Illinois at Urbana-Champaign

2020 - Petullo Fellowship, University of Illinois at Urbana-Champaign

2020 - Haring Symposium Presenter, Indiana University

2020 - Erley Fellowship, University of Illinois at Urbana-Champaign

2019 - Dissertation Travel Grant, Graduate College, University of Illinois

2019 - Avnish Chaturvedi Student Ambassador, Gies College of Business

2017-2018 - Zwisler Summer Fellowship

2016 - Jagdish N. Sheth Doctoral Fellowship

2014 - Roll of Honor, The Energy and Resources Institute

2012 - Director’s Silver Medal, Indian Institute of Forest Management