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Prof. Arun Sreekumar


Arun Sreekumar is an Assistant Professor of Marketing at IIM, Ahmedabad since 2021. He earned his PhD from the University of Illinois Gies College of Business. Arun’s research examines the effect of resource constraints (e.g., low income, lack of access to markets, lack of marketing skills) on consumers and entrepreneurs. His projects are practice-oriented, seeking to develop and test marketing interventions that firms can use to improve the welfare of consumers. He has conducted field studies in India, Tanzania, Uganda, and the US as part of his research. His teaching interests include innovation, social marketing, and entrepreneurial marketing. Prior to joining academia, Arun was involved in the product development and marketing activities of hundreds of micro-entrepreneurs in India and East Africa. Arun's research has appeared in leading journals such as the Journal of Marketing, European Journal of Marketing, Journal of Consumer Affairs, Journal of the Association for Consumer Research, and Journal of Global Marketing. He serves on the editorial board of the Journal of Consumer Affairs, and as the Associate Editor of Subsistence Marketplaces Journal.


Educational Qualifications

  • Ph.D. (Marketing), University of Illinois at Urbana-Champaign

Academic Affiliation

  • American Marketing Association
  • Association for Consumer Research
  • Academy of Marketing Science
  • Subsistence Marketplaces Initiative

Professional Affiliation

  • Instructor, Gies College of Business, 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)




Area of Research

Arun Sreekumar studies the behavior of consumers and entrepreneurs in resource-constrained contexts. He uses insights from such contexts to design and test marketing interventions that can improve the wellbeing of low-income and low-literate consumers.  



  • (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 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 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 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) Consumers and Technology in a Changing World: The Perspective from Subsistence Marketplaces, European Journal of Marketing, 2019
  • (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 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 Madhu Viswanathan) Marketing and Poverty Alleviation :Synergizing Research, Education, and Outreach Through the Subsistence Marketplaces Approach, Markets, Globalization and Development Review, 2017
  • (with Ernst Worrell and Ibrahim Rehman) Accelerating Access to Energy Services: The Way Forward, Advances in Climate Change Research, 2017
  • BOOK CHAPTER: (with Madhu Viswanathan and Roland Gau) 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

    For full citations, visit [Google Scholar]




Awards & Honors

Year 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
2018, 2017 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




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