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Academics

Academic Background:

1. Ph.D., IIM Lucknow
2. PGDRM, IRMA

Courses Taught:

I. Masters courses 1.Marketing Management 2.Business-to-Business Marketing 3.Sales and Distribution Management II. Doctoral courses 1. Advanced Marketing Theory 2. Research Methods in Marketing

Awards:

1.Best in track paper for the Under Studied Markets and Marketing Stakeholders track at the 2023 AMA Summer Academic Conference.

Consulting Interests:

1. Rural and Low-income Markets
2. Value Propositions and Service Ecosystem
3. Social Enterprises
4. Consumer Well-being

Experience

Work Experience:

1. Assistant Professor, Marketing, IIM Jammu, February 2022 to December 2022
2. Management Trainee-Marketing, National Fertilizers Limited, June 2016 to September 2016
3. Assistant Manager-Sales, GCMMF Ltd., May 2013 to May 2016 
 

Research

Journal Publications:

• Kumari, N., Solanki, C. S., & Kumar, A. (2025). Responsible energy production and consumption: improving knowledge, attitude and behaviour through energy literacy training in India. Climate Policy, 1-15.
• Kumar, A., Singh, R., Gupta, R., & Sinha, P. K. (2024). Entrepreneurial competencies influence subjective well-being of subsistence entrepreneurs: Examining the mediating role of business performance. Journal of Small Business Management, 1-30.
• Singh, N., Kumar, A., & Dey, K. (2023). Unlocking the potential of knowledge economy for rural resilience: The role of digital platforms. Journal of Rural Studies, 104, 103164.
• Ray, M., Kumar, A., & Srivastava, S. K. (2023). The impact of policy changes on the mustard ecosystem: a multi-stakeholder perspective. Journal of Agribusiness in Developing and Emerging Economies.
• Kumar, A., Kumra, R., & Singh, R. (2022). Drivers, Barriers, and Facilitators of Entrepreneurship at BoP: Review, Conceptual Framework and Research Agenda. Journal of Macromarketing, 42(3), 381-413.
• Kumar, A., Kumra, R., & Singh, R. (2022). Base of the pyramid producers’ constraints: An integrated review and research agenda. Journal of Business Research, 140, 115-129.
• Kumar, A., & Kumra, R. (2021). Television viewing and conspicuous consumption of households: evidence from India. Journal of Consumer Marketing.

Conferences:

 

•  Vishal, M., & Kumar, A. (2024). Application of Nudges in Consumer Contexts: A Systematic Review. 13th International Conference of the Emerging Markets Conference Board (EMCB), 2024. (Accepted)
• Vishal, M., & Kumar, A. (2024). Application of Nudges in Consumer Contexts: A Systematic Review. 18th Great Lakes NASMEI Marketing Conference, 2024. (Accepted)
• Kumar, A., Kumra, R., & Ranjan, K.R. (2023). Value propositions underlying BoP producers' enablement by social enterprises: practice view. AMA Summer Academic Conference,2023.
• Kumar,A.,& Kumra,R.(2021, July 5-7). Value proposition for base of the pyramid producers: an abductive approach [Paper presentation]. Academy of Marketing Conference,2021, online.
• Kumar, A., &Kumra,R.(2020, August 18-20). Television Viewing and Conspicuous Consumption at the Base of the Pyramid: An Empirical Examination [Paper presentation]. AMA Summer Academic Conference,2020, online.
• Kumar, A., &Kumra,R.(2019, December 12-14). Television Viewing and Conspicuous Consumption at the BoP: Evidence from India [Paper presentation]. Seventh PAN-IIM World Management Conference, New Delhi, India.

 

Research Interests:

Substantive Areas

Base of the Pyramid, Rural Markets, Business to Business Marketing, Consumer Behavior

 

Articles/Cases:

     Teaching case

• Kumar, A., & Mahavadi, D. (2025).Atul Confectionaries: Launching Organic Whole Wheat Atta.IIMC-CRC-2025-03.

• Kumar, A., Dey, K., & Gupta, K. B. (2023). Food Corporation of India: Making Public Procurement More Inclusive and Efficient. Asian Journal of Management Cases, 09728201231168246.

  Newspaper articles

• Dey, K., & Kumar, A. (2025). Need more smart villages for rural India. The Hindu

Business Line. February 19, 2025 (print edition).

• Verma, D., & Kumar, A. (2024). Patanjali Saga: Why Some Businesses Go So

Wrong on Consumer Welfare & How This Can Be Fixed. The ABP LIVE. May 27,

2024(web edition).

• Kumar, A., & Kushankur, D. (2023). Uplifting Vishwakrma for a better life and

livelihood. The Hindu Business Line. October 9, 2023 (print edition).

• Dey, K.,& Kumar,A. (2023). Need a bottom-up action plan to tackle climate change

challenge.The Hindu Business Line. April 27, 2023 (print edition).

• Dey, K. ,& Kumar,A. (2023).Digital public infra alone can’t lift farm fortunes.The

Hindu Business Line. February 19, 2023 (print edition).

• Dey,K. ,& Kumar,A.(2022). Unlocking the potential of platform cooperatives. The

Hindu Business Line. March 28, 2022 (print edition).

• Kumar,A., & Kushankur D.(2021). Farm laws repealed, but ground reality still

grim. The Hindu Business Line. November 23, 2021 (print edition).

• Kumar,A.,& Kushankur D. (2021). Agri-digitisation brings both benefits and risks.

The Hindu Business Line. October 27, 2021 (print edition).

• Kumari,N., Dey,K., & Kumar,A. (2021). Business comes full circle. The Hindu

Business Line. August 26, 2021 (print edition). 

• Kumar,A., & Dey,K. (2021). Funding education. The Hindu Business Line. August

4, 2021 (print edition).

• Kumar,A., & Dey,K. (2020). Dairy, MSP, and FCI: Myths and Realities. The Hindu

Business Line. December 2, 2020 (print edition).

• Kumar,A., & Dey,K.. (2020). Why the humble spud needs a hand? The Hindu

Business Line. November 5, 2020 (Print version).

• Dey,K., & Kumar,A. (2020). For UP’s migrant workers, cane sector can be a

sweetener. The Hindu Business Line. September 21, 2020 (Print version).