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Prof. Rajat Sharma


Educational Qualifications


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

M.Sc., University of Jammu

Academic Affiliation


2019 – present Indian Institute of Management, Ahmedabad
Assistant Professor

2018 - 2019 Indian Institute of Management, Jammu
Associate Professor

2013 - 2018 Indian Institute of Management, Kashipur
Assistant Professor


Professional Affiliation

His current research interest targets the analysis of the marketing consequences of the Internet and digital media on consumer behavior, industries and markets. He 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 consumer behavior analysis, digital and analytical needs.





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


Doctoral Courses

  • Advances in Consumer Behaviour


Executive MBA (PGPX)

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


Exexcutive Education Program (Open)

  • Digital and Social Media Marketing

Area of Research

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


Publications / Articles / Cases

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.

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



Consulted in various capacities for Leisure Hotels, LIC of India, Tata Chemicals, A.P. Civil Supplies Corporation, and many other firms on realizing business value from marketing investments, internet marketing and business analytics.

With Government:

  • 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.


Awards & Honors

Year Awards & Honors




Staging Enabled