Educational Background

• Ph.D. in the area of Marketing: (2014)
• M.Phil. (Management) (2005)
• MBA (Marketing) (2000)
• B Sc.(H) (1998)

Professional Summary

July 2000 – Till Date: Presently Associate Professor, DAV Institute of Management, Faridabad Total Experience: 25 years (Teaching)

Additional Responsibilities

• HOD MBA Programme
• 2020-Member Internal Complaints Committee
• 2019-Dean Student Support Services
• 2019- Convener -Feedback Committee
• 2019-Member University/AICTE Inspection Committee
• 2019-Member library Advisory Committee
• 2019-Member Scholarship Committee
• 2014-2020: Member Academic Council
• 2013 -2018: Convener, Scholarship Committee
• 2013 : Coordinator, Increment and promotion committee
• 2013-2018 : Member Counseling Committee
• 2013 -2018: Member Girls Common Room Committee
• 2013-2018: Member Anti- Ragging Committee
• 2013-2018 : Member Discipline committee
• 2013: Member purchase committee
• 2009: Associate Professor (Marketing) MBA
• 2006-2012: Member, Admission Committee
• 2006-2009: Dean Student Welfare
• 2004: Lecturer (Marketing) MBA
• 2003: Incharge IPU courses
• 2002: Programme Director BBA(CAM)
• 2001-2004 Incharge Administration
• 2001: Member ISO Certification Team, acted as consultancy coordinator (Training Development and Consultancy Centre)
• 2000-2002: Coordinator MBA

Published Papers in Journals

• Paper titled “Modelling online buying behaviour of customers: A conceptual framework” published in International Journal of Research in Management 2025; 7(1): 1092-1096, ISSN Print: 2664-8792 ISSN Online: 2664-8806
• Paper titled “Buying behaviour of customers towards online shopping: A paradigm shift published in International Journal of Research in Marketing Management and Sales 2025; 7(1): 330-335, P-ISSN: 2663-3329, E-ISSN: 2663-3337
• Paper titled “Exploring the Relationship between Employee Branding Strategies and Organizational Citizenship Behavior: an investigation of organized retail sector in NCR Delhi” published in SK International Journal of Multidisciplinary Research Hub Volume 12, Issue 1, January 2025 pg. 1-6, e-ISJN: A4372-3088 p-ISJN: A4372-3089
• Paper titled ‘Customer Delight in the Hospitality Sector: A Comparative Review of the Marketing Effectiveness of Social Media Tools’ published in International Journal of Research and Analytical Reviews (IJRAR), (E-ISSN 2348-1269, P- ISSN 2349-5138), January 2025, Volume 12, Issue 1, pg 493-514
• Paper titled ‘Best Practices for Social Media Marketing in the Hospitality Industry: A Review of Effective Strategies’ published in International Journal of Research Publication and Reviews, Vol 5, no 12, pp 4644-4653 December 2024
• Paper titled ‘ Unveiling Organizational Citizenship Behavior: Impact of Employee Branding Strategies on Workplace Dynamics’ published in International Journal of Advance Research in Computer Science and Management Studies Research, ISSN: 2321-7782 (Online) ISSN: 2347-1778 (Print), Volume 11, Issue 12, December 2023 pg. 10-15
• Paper titled “Analyzing the impact of Social Media Platform on Consumer actions in online Commerce: Exposure the Influence” published in International Advance Journal of Engineering, Science and Management (1AJESM) 2023, volume 20, special issue, pg 261-267.
• Paper titled ‘Paradigm shift in online buying behaviour of customers: A review study’ published in ANVESAK, Vol.53, No.02 July-December 2023 ,ISSN: 0378-4568
• Paper titled ‘ A study on perception of employees towards the employee branding strategies in organized retail sector’ published in Korea Review Of International Studies , Volume 16 , June 2023, ISSN - 1226-4741
• Paper titled ‘Determinants of Academic Environment of Higher Education Institutions’ published in International Journal of Advance Research in Computer Science and Management Studies Research, ISSN: 2321-7782 (Online) ISSN: 2347-1778 (Print) Volume 11, Issue 5, May 2023 pg. 30-35
• Paper titled “Accreditation Policy: A comparative analysis of Haryana’s leading universities” published in Journal of the Asiatic Society of Mumbai, ISSN: 0972-0766, Vol. 97, No. 01, January 2023pg 131-137
• Paper titled “Assessing the organizational readiness for CRM: A study of Indian telecom industry” published in Juni Khyat (UGC Care Group I Listed Journal) ISSN: 2278-4632 Vol-11 Issue-01 2021
• Paper titled “ Effectiveness Of CRM Implementation: A Study Of Indian Telecom Sector , published in Journal of Emerging Technologies and Innovative Research (JETIR), April 2019, Volume 6, Issue 4
• Paper titled “Building Customer loyalty: An Empirical study of Indian Telecom Industry” published in InternationalJournal on Customer Relations, vol. 5 Issue 2. September 2017 pp.9-17
• Paper titled “Analysis of gaps in customer services – A study of select telecom service providers in NCR” published in Pacific Business Review International, vol. 8 Issue. 7 January 2016 pp.93-100
• Paper titled “Role of knowledge management in CRM implementation: A study of Indian telecom industry”published inInternational Journal of Creative Research Thoughts (IJCRT), Volume 3, Issue 2 May 2015 pp 738-746 ISSN: 2320-2882.
• Paper titled “Role of customer service quality in customer satisfaction: an empirical study of select telecom service providers in NCR published inInternational Journal of Engineering Technology, Management and Applied Sciences, (IJETMAS) ,Volume 3, Issue 3, Mar 2015 pp85-94
• Paper titled “CRM implementation in Indian Telecom Industry: A comparative study of select service providers in NCR”, published in DAVCC Advance Management Journal, an International Journal , (AMRIJ) , Volume 2, Issue 3, Oct 2014, pp38-54
• Paper titled “The Importance of Customer Satisfaction In Relation To Customer Loyalty And Retention”, published inIJMIR (International Journal of Management Issues and Research),School of Business Studies, Sharda University, Vol.3 Issue 1, June 2014 pp15-24
• Paper titled “Role of service quality in Customer Relationship Management: An empirical study of Indian telecom industry, published in International Journal of Sales & Marketing Management Research and Development (IJSMMRD) Vol.3, Issue 2, Jun 2013, pp.87-94.
• Paper titled “Role of CRM in the Changing Face of Indian Telecom Industry”, published inVSRD International Journal of Business and Management Research, Vol. 3 No. 4 April 2013 / 137
• Paper titled “Green Marketing: A Key to Sustainable Organizations & Environment” published in IBR, Volume 1, Issue 1, IFRSA Business Review.Aug,2011
• Paper titled “Employee Branding - A Retention Mantra for 21-C” published in NSB Management Review,NILM school of Business, Delhi.
• Paper titled “Organizational Effectiveness in Globally Competitive Environment” published in proceedings of national seminar organized by Amity Business School, Manesar.

Published Books / Study Material written

• CRM: A Strategic Marketing tool – A case of Indian Telecom Sector, published by lambard Academic Publishing, 2018
• Foundations of Management (Study Material for MDU, Rohtak for BBA Industry Integrated Programme) published by Square Print Services, Delhi
• Service Marketing (Study Material for MDU, Rohtak for BBA Industry Integrated Programme)
• Arora R. (2006), “Organisational Behaviour”, BBA (Industry Integrated), Maharshi Dayanand University, Rohtak

Conferences / Seminars – Presented at / Attended

• Presented the research paper titled “Exploring the dimensions of Employee branding: A study of organized retail sector” at 16th International Conference on Innovative Business Practices for Global Sustainability organized by Faculty of Management, Pacific Academy of Higher Education and Research University, Udaipur , Rajasthan, March 7-8, 2025.
• Presented the research paper titled “Role and effect Of Social Media Marketing in Hotel Industry” at National Conference on "Emerging Trends Influencing Business and Management in Present Era" organized by the Department of Commerce and Management, IB College , Panipat on April 20, 2024
• Presented the research paper titled “Analyzing the impact of Social Media Platform on Consumer actions in online Commerce: Exposure the Influence” at the two-day international conference on “Advances in Multidisciplinary Research & Innovation (ICAMRI-2023)” organized by Sushant University (28th -29th October 2023)
• Presented a research paper titled “A Study on Perception of Employees towards the Employee Branding Strategies in Organized Retail Sector” at the two-day international conference on “Advanced Research in Technology, Management, Social Science, Sustainable Development & Humanities” organized by DAV Institute of Management, Faridabad in collaboration with Centre for training and development. (12-13th May 2023)
• Presented a research paper titled “Determinants of Academic Environment of Higher Education Institutions” at the two-day international conference on “Advanced Research in Technology, Management, Social Science, Sustainable Development & Humanities” organized by DAV Institute of Management, Faridabad in collaboration with Centre for training and development. (12-13th May 2023)
• Presented the research paper titled "Factors affecting online buying behaviour of customers: A Conceptual Study" at international conference " breakthrough innovation" organized by Satish Pardhan Dnyanasadhana College, Thane.(28th February 2023)
• Presented a research paper titled “A study of employee branding strategies in organized retail sector” at the International conference on Innovation & Management: The Way Ahead (29th -30thSeptember 2022) organized by Kirloskar Institute of Management, Karnataka.
• Presented a research paper titled “ A paradigm shift in Buying Behaviour towards Online Shopping: A literature Review” at the International conference on Innovation & Management: The Way Ahead (29th-30thSeptember 2022) organized by Kirloskar Institute of Management, Karnataka.
• Presented a research paper titled “A study of Organizational Citizenship Behaviour and its dimensions” at the two-day online International conference on ‘Contemporary Trends and Challenges In Global Business Environment’ (8th-9th April 2022) organized by Markanda National College, Haryana
• Presented a research paper titled “Role of Employee Branding as a Driver of Organizational Citizenship Behavior: An Exploratory Study” at the ‘Virtual International Conference on Innovative Practices in Commerce and Management during Pandemic Era (IPCM 2021)’(25th-26th)
• November 2021) organized by the Department of Commerce, School of Commerce and Management, Central University of Rajasthan, Ajmer.
• Presented a research paper entitled ‘Role of Employee Branding in Delivering Brand Promise: An Exploratory Study’at the International Conference (Virtual Mode) on Sustainable Development held on 7th August, 2021 at St. Kabir Institute of Professional Studies, Ahmedabad, Gujarat, India.
• Paper titled “Drivers of customer loyalty: A study of select telecom service providers in NCR”, presented inInternational Conference on Business and Human Resource Management (ICBHRM-16) organized by Society of Technical and Management Professionals (STMP), February 2016.
• Paper titled “Factors Affecting Customer Satisfaction and Loyalty: An Empirical Study Of Indian Telecom Industry”presented in national seminar on‘Emerging issues in Commerce and Management’, organized by government college for women Rohtak March,2014
• Paper titled “Analysis of Factors Affecting Customer Retention And Loyalty In Telecom Industry: A Study Of Select Service Providers In NCR” presented inInternational Conference on ‘Innovative practices in Management’(NCIPM-2013) organized by Lingaya’s University (22nd November 2013)
• Paper titled “CRM: A strategic tool to retain customers in Telecom Industry, presented at3rd International Conference on Finance and Business Management (ICFBM-13) Organized by Society of Technical and Management Professionals (STMP), (February 9-10, 2013)

FDPs (Faculty Development Programmes)/Workshops/Training Programmes

• Participated in Tech4Ed International conference 2025 on ‘AI for Education and Skills’ organized by Association of Indian Universities (AIU) and KC GlobEd on 14th November 2025.
• Successfully participated & completed AICTE Training And Learning (ATAL) Academy Faculty Development Program on "Smart Computing Era: Bridging Supercomputing, AI and Data Science in Academia and Industry" organized by HMR Institute of Technology and Management ( 03/11/2025 - 08/11/2025).
• Completed 12 -weeks FDP on ‘Marketing Research and Analysis’ organized by IIT Roorkeee & NPTEL (July-Oct 2025) (Silver medalist)
• Completed the two week Refresher Course (Online) on “Applications of AI in Higher Education (Interdisciplinary)” (25th August – 06th September, 2025) under Malaviya Mission Teacher Training Programme (MMTTP) of University Grants Commission (UGC) organized by Mahatma Hansraj Malaviya Mission Teacher Training Centre (MH-MMTTC), Hansraj College, University of Delhi in collaboration with Apeejay Stya University
• Successfully participated in online expert Master class series under the IP UTSAV, organized by AICTE and the MoE Innovation Cell from 21st to 26th April 2025
• Completed 8 -weeks FDP on ‘Retail Management’ organized by IIT Kharagpur & NPTEL (Jan-March 2025) (course topper and Silver medalist)
• Completed the Online Training Programme on NEP 2020 Orientation & Sensitization Programme” (18th January – 28th January, 2025 under Malaviya Mission Teacher Training Programme (MM-TTP) of University Grants Commission(UGC) organized by Mahatma Hansraj Malaviya Mission Teacher Training Centre (MH-MMTTC), Hansraj College, University of Delhi in collaboration with DAV Institute of Management, Faridabad.
• Completed 8 -weeks FDP on ‘Customer Relationship Management ‘organized by IIT Kharagpur  & NPTEL (August -October2024)
• Completed 8 -weeks FDP on ‘Sales and Distribution Management’organized by IIT Kharagpur & NPTEL (February-April 2024) (course topper and Silver medalist)
• Completed 12 -weeks FDP on ‘Marketing Essentials “organized by IIT Roorkeee & NPTEL (July-October2023) (course topper and Gold medalist)
• Completed 8 -weeks FDP on ‘Consumer Behaviour’ organized by IIT Kharagpur & NPTEL (Jan-March 2023) (course topper and Gold medalist)
• Completed 12 -weeks FDP on ‘Product and brand management’ organized by IIT Madras & NPTEL (July-Oct 2022) (course topper and Silver medalist)
• Attended one week FDP on ‘Essence of Bhagavad Gita organized by FDP committee of DAVIM in collaboration with ISKON, Faridabad. (30TH May-5th June 2022)
• Completed 8 -weeks FDP on ‘Marketing Management-II’ organized by IIT Kanpur & NPTEL (feb-April 2022) (course topper and Gold medalist)
• Completed the 5-day online FDP on “Inculcating Universal Human Values in Technical Education” organized by All India Council for Technical Education(AICTE) from 7thFebruary, 2022 to 11thFebruary, 2022
• Attended one week (Online) Interdisciplinary Faculty Development Programme on “Roadmap For Building New India With New Education Policy” (21st July – 25th July 2021) organised by IQAC, Hansraj College in collaboration with Mahatma Hansraj Faculty Development Centre Hansraj College, University of Delhi
• Attended One week (Online) Interdisciplinary Faculty Development Programme on “Basics of Research” (18th June – 24th June, 2021) organised by Mahatma Hansraj Faculty Development Centre Hansraj College, University of Delhi in collaboration with Paramarsh, UGC Scheme
• Attended One week (Online) Interdisciplinary Faculty Development Programme on “Online Teaching Tools” (16th February – 22nd February, 2021) organised by Mahatma Hansraj Faculty Development Centre Hansraj College, University of Delhi in collaboration with PARAMARSH, UGC SCHEME
• Completed 12-week FDP on ‘Principals of Management’organized by IIT Kharagpur & NPTEL (September-December 2020) (course topper)
• Attended and completed 8-weeks FDP on “Service Marketing: Integrating People, Technology, Strategy” conducted by IIT Roorkee & NPTEL (February-April 2020) (course topper)
• Attended a FDP on “Restoring Self For Future” on 2nd May, 2020.
• Attended workshop on “The Bodhi Tree and SAFE Tools for Effective Online Teaching: A Hands-On Workshop” on 21 June 2020, organised by the Teaching Learning Centre (ICT) at IIT Bombay, funded by the Pandit Madan Mohan Malaviya National Mission on Teachers and Teaching (PMMMNMTT), MHRD, Govt. of India
• Attended the webinar series on “NAAC’s Assessment Criteria for Accreditation " ( June 8th – 14th ), 2020 organized by Hansraj college under Paramarsh, UGC scheme for mentoring NAAC accreditation aspirant institutions to promote quality assurance in higher education
• Attended workshop on “Effective and Efficient Online Teaching in the Age of Corona, A Hands On Workshop' on 16 May 2020 organised by the Teaching Learning Centre (ICT) at IIT Bombay, funded by the Pandit Madan Mohan Malaviya National Mission on Teachers and Teaching (PMMMNMTT), MHRD, Govt. of India
• Completed a 4-weeks certificate course on “Service Marketing: A practical Approach” conducted by IIT Kharagpur & NPTEL (Jan-Feburary-2020)
• Attended and completed 8 weeks-FDP on “Marketing Management” organized by IIT Kanpur & NPTEL July-September 2019
• Attended two weeks FDP on “Mentoring Educators in Educational Technology” conducted by IIT, Bombay (17th May -5th July 2018)
• Attended two weeks week FDP on “leadership, Exploration and development” organised by DAVIM (10th December-24th December, 2018)
• Attended four weeks week FDP on “Use Of ICT In Education for Online and Blended Learning conducted by IIT,Bombay (2ndMay -10th July 2016)
• Attended 3 months FDP on Research methodology (Feb-April,2010), organized by DAV Institute of Management
• Attended 3-days FDP on “Break Through to Peek Performance” conducted by Frankfinn Corpexcel.
• Attended 5-day training program on “Certified Examiner for Quality Management” for Ramakrishna Bajaj national quality award held in June 2007
• FDP on Contemporary issues in management organized by School of Management Studies,IP University,Delhi, 2004
• Teachers Management Programme on “Strategic Management” organized by Indian Institute of Management, Bangalore, 2004
• 3 days EDP on “Management of Software Solutions” organized by Management Development Institute, Gurgaon.

Awards

• awarded NPTEL Domain Certificate in marketing (October 2025)
• Awarded NPTEL Discipline Star Certificate for completing courses of 56 weeks duration in management Discipline (January-June 2023)
• Conferred an “Award of Excellence” for successfully completing an AICTE approved four-week FDP on “Use of ICT in Education for Online and Blended Learning” conducted by IIT, Bombay from 2nd May 2016 to 10th July 2016 held under the National Mission on Education through ICT (MHRD) and sponsored by SAP India Pvt. Ltd.