Faculty & Research

Rajat Sharma


Prof. Rajat Sharma is an Associate Professor of Marketing at Indian Institute of Management, Ahmedabad. He has a research and teaching experience of more than 10 years. His current research interest targets the analysis of the marketing consequences of the
Internet and digital media on industries and markets. His has an expertise in the application of analytics in business, with specific emphasis to marketing, sustainability, retailing and e-commerce. He has used many statistical tools in his research including SPSS, LISREL, SmartPLS, Excel and R. He is also assisting numerous startups in their digital and analytical needs. He has consulted in various capacities for A.P. Civil Supplies Corporation, Winning Matters, UTC Aerospace Systems, Leisure Hotels, LIC of India, Tata Chemicals and many other firms on realizing business value from marketing investments, internet marketing and business analytics. He has presented papers in several international conferences. His work is published in the International Journal of Hospitality Management, Journal of Sustainable Tourism, Journal of Business Research, Journal of Consumer Marketing, besides others. He is currently teaching courses on Consumer Behaviour and Digital Marketing. He has also worked on research projects with various ministries, including Ministry of Consumer Affairs, Ministry of Rural Development and Ministry of Railways.

Prof. Sharma has worked with IIM Kashipur for nearly five years, as Assistant Professor and IIM Jammu for seven months, as Associate Professor. He received his Fellowship (Ph.D.) in Marketing from Indian Institute of Management, Bangalore. He is a
postgraduate in Mathematics and before joining IIM Bangalore, has taught mathematics to under-graduate and post-graduate students for three years.


Primary Area : Marketing

Secondary Area : Centre for Management in Agriculture , Human Resources Management


Email : rajats@iima.ac.in

Phone : +91-79-7152 4938

Secretary : Vanitha Mudaliar

Phone : +91-79-7152 7912

Website : Personal Website


Fellow (Ph.D.), Marketing Area, Indian Institute of Management Bangalore

M.Sc, Mathematics, University of Jammu



  • Term I: Marketing Management I (Core Course)
  • Term IV: Consumer Behaviour (Elective)
  • Term V: Digital Marketing (Elective)
  • Tern IV: Leading Digital Transformations (Elective)

Doctoral Courses

  • Advances in Consumer Behaviour

Executive MBA (PGPX)

  • Term I: Assessing and Creating Customer Value (ACCV)

Executive Education Program (Open)

  • Marketing Tools for Digital Media and Platforms
  • Leading Digital Transformations

Research Area

Digital and social media marketing, food waste, food delivery applications, mobile app marketing, consumer behaviour, e-commerce, marketing research, Indian values

Academic Experience

Associate Professor, Indian Institute of Management, Ahmedabad, 2022 – present

Assistant Professor, Indian Institute of Management, Ahmedabad, 2019 – 2022

Associate Professor, Indian Institute of Management, Jammu, 2018 - 2019

Assistant Professor, Indian Institute of Management, Kashipur, 2013 - 2018


Trehan, D., & Sharma, R. (2020). What motivates members to transact on social C2C communities? A theoretical explanation. Journal of Consumer Marketing.

Sharma, R. and Jha, M. (2017) "Values influencing sustainable consumption behaviour: Exploring the contextual relationship", Journal of Business Research, 76, 77-88. https://doi.org/10.1016/j.jbusres.2017.03.010

Sharma R. and Chandwani R. (2014). Consumer Behaviour along the PLC- A Diffusion of Innovation Perspective, European Journal of Management, Vol. 14, Issue 3


Worked on a Research Project with Department of Consumer Affairs, GOI for in‐depth study of the present consumer protection system, and the new consumer protection bill with an aim to improve the Consumer Protection processes and policies in India.

Worked on a Research project with the Ministry of Rural Development, GOI to study the applicability Of KANBAN System in MGNREGA. The study aims to apply KANBAN system to improve the effectiveness of MGNREGA programs by bringing more benefits (quantity and quality of resources) with less resource allocated to them.

Developed a Business Model for establishing a chain of retail outlets in Andhra Pradesh for Andhra Pradesh Civil Supplies Corporation.

Worked with IRCTC, for launching a national level Digital Marketing Campaign of IRCTC e-catering services to promote the e-catering initiatives of IRCTC.

Worked with Assam Government, as Honorary Advisor, Centre of Communication, Assam Administrative Staff College, to prepare a comprehensive internal and external communication strategy for Government of Assam for successful implementation of Sustainable Development Goals (SDGs), proposed by UNDP.

Teaching Area

Agro-food Value Chain Management and Development