Ritu Srivastava

Associate Professor
Lead - FPM

[email protected]


Prof. Ritu Srivastava is a Ph.D. in Marketing Management. The topic of her thesis is Evaluation of Relationship Marketing in Financial Services in India. An academician by heart, Prof. Srivastava firmly believes that management education goes beyond classroom and includes various components on industry interaction, social outreach and research and development. She has two decades of experience across education and industry cutting across teaching, research and consulting activities.

Teaching – 20+ years (Marketing Management, Services Marketing, Retail Marketing, International Marketing, E Business, Communication)

Areas of Interest:  Services Marketing, Strategic Management, Educational Planning and Administration


  • Recipient of Government of India, National Technical Teacher Awards (Management Category), 2022
  • Award for excellence in Teaching at MDI Gurgaon, 2021-22
  • Award for excellence in Teaching at MDI Gurgaon, 2019-20
  • Best Academic Paper Award: 8th International XR-Metaverse Conference, International Association of Immersive Technology Innovation(IAITI), 28-30, June 2023
  • Best Paper; International Marketing Conference Fore School of Management; “Reinventing Marketing for Emerging Markets” Nov 28-30, 2013.
  • Best Paper; National Seminar on Rural Marketing at College of Agribusiness Management, G.B. Pant University of Technology and Agriculture, Pantnagar. March 2005.
  • Rank Holder in Master of Corporate Management Course

Post Graduate programmes: Marketing Practices and Implementation, Retailing and Franchising, Service Quality

Executive Education: Advertising Management, Integrated Marketing Communication,

Public Policy Marketing

International Marketing


  • Kumar, H.  Rauschnabel. P., Agarwal. M., Singh. R.  & Srivastava, R. (2023). Towards a theoretical framework for augmented reality marketing: A means-end chain perspective on retailing, Information & Management, ISSN 0378-7206, https://doi.org/10.1016/j.im.2023.103910 
  • Tuli, N., Srivastava, R. and Kumar, H. (2023), "Navigating services for consumers with disabilities: a comprehensive review and conceptual framework", Journal of Services Marketing, Vol. 37 No. 9, pp. 1132-1150. https://doi.org/10.1108/JSM-06-2023-0204
  • Kumar, H., Tuli, N., Singh, R. K., Arya, V., & Srivastava, R. (2023). Exploring the role of augmented reality as a new brand advocate. Journal of Consumer Behaviour.10.1002/cb.2227
  • Srivastava, R., Gupta, P., Kumar, H., & Tuli, N. (2023). Digital customer engagement: A systematic literature review and research agenda. Australian Journal of Management, 0(0). https://doi.org/10.1177/03128962231177096,
  • Mungra, Y., Srivastava, R., Sharma, A., Banerji, D., & Gollapudi, N. (2023). Impact of digital competence on employees’ flourishing through basic psychological needs satisfaction. Journal of Computer Information Systems. 1-15,
  • Nema, P., Srivastava, R., Bhalla, R. and Chakarboty, A. (2023), "Impact of social media distraction on student evaluation of teacher effectiveness", International Journal of Educational Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJEM-10-2022-0389.
  • Banerji, D., Saha, V., Singh, N. and Srivastava, R. (2023), "What are the most important consumer decision factors when choosing an airline? An emerging economy perspective", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 1, pp. 174-197. https://doi.org/10.1108/APJML-07-2021-0486
  • Srivastava, R., Prashar, A., Iyer, S. V., & Gotise, P. (2022). Insurance in the Industry 4.0 environment: A literature review, synthesis, and research agenda. Australian Journal of Management, 0(0). https://doi.org/10.1177/03128962221132458
  • Srivastava, R. (2022) Marketing at the bottom of the pyramid: A systematic literature review to set the research agenda. Academy of Marketing Studies Journal, 26(4), 1-18.
  • Kumar, H. and Srivastava, R. (2022), "Exploring the role of augmented reality in online impulse behaviour", International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-11-2021-0535
  • Srivastava, R., & Gupta, P. (2021). Research on unhealthy food and beverages advertising targeting children: Systematic literature review and directions for future research. Australian Journal of Management, 031289622110595. doi:10.1177/03128962211059579
  • Srivastava, R. & Srivastava, V. (2021). A Study of Buyer Motivations at the Bottom of Pyramid in Urban India. Vision - The Journal of Business Perspective, https://doi.org/10.1177/09722629211051441
  • Srivastava R., Banerji D., Nema P. and Chowdhary S. (2021). Perceived risk: A new way of Engaging Customers and Employees for Value Creation in Services. Vision
  • Gupta P. And Srivastava R. (2021). Research on Social Enterprises from an Emerging Economy- Systematic Literature review and Future Research Directions. The Journal of Social Entrepreneurship https://dx.doi.org/10.1080/19420676.2021.1974926
  • Gupta A., Sharma K. & Srivastava. R. (2020). The Role of Limited Resource Model (LRM) of Self-Control in Health-Oriented Behaviors: A Systematic Review and Future Research Agenda Vision
  • Banerjee S. & Srivastava R. (2019).Exploring Export Potential of Indian Movies: A Comparative Advantage Analysis of the Indian Film Industry    The Great lakes Herald, Vol  13, No. 1
  • Srivastava. R. (2017) Book Review: David Aaker, Aaker on Branding: 20 Principles that Drive Success, Vision, Vol. 21 issue: 3, August 2017
  • Srivastava R; Understanding the Customer Value Enablers for retail Formats, Pratibimba, Vol 16, No. 1, Jan-July 2016
  • Srivastava R and Saxena S; Private Label Perception of Customers: Effects of Socio Demographic Variables, Management Insight, Vol 11, No. 2, December 2015
  • Srivastava R;Private Label Motivators and Product Category Association: An Empirical Study, Ushus - Journal of Business Management. Christ University, Bangalore, Vol. 14, N0. 3,July-December 2015
  • Srivastava R; Exploring Product Category and Promotion Type Association for Impulse Buying in Malls in India, Abhigyan, Vol.31No.3, Oct-Dec 2013
  • Srivastava R; The Role of Front Line Service Employee in Select Service Industries in India, Ushus - Journal of Business Management. Christ University, Bangalore Oct - Dec 2013
  • Srivastava R; Book Review; Management Essentials: A Recipie for Business Success, Vision Vol 18, Issue 1, March 2014
  • Srivastava R; Motivators for Online Retail in India: Closing the Gaps, Pratibimba, Vo 14, Issue 2, July-December 2014
  • Srivastava R; Customer Satisfaction-Loyalty link in Indian Online Retail, Management Insight, Vol 10, Issue 2, December 2014
  • Srivastava R; Employee Actions that lead to Customer Satisfaction: services revisited in India, 2014, Academic Reference Series –Reinventing Marketing for Emerging Markets, Bloomsbury India, 2014
  • Srivastava R; The business case for Social responsibility in India, Center for Education Growth and Research Newsletter, Vol II, Issue III, 2013
  • Srivastava, R., Why does the service hurt? Doctor, 2012 European Case Clearing House
  • Srivastava, R., Skill Oriented Vocational Education In India: Assessing The Case Of Downstream Plastic Processing Sector Using The Service Quality Framework, September 2011, International Journal Of Business Economcs and Research, Vol2, Issue 1. February 2012.
  • Srivastava, R., Responsible Management Education For The Globalized World: Question Or Question Mark?, February 2011   AIMA Journal of Management and Research, Volume:5   Issue:4
  • Srivastava, R., Managing Turnaround And Transformation: The Tata Motors Way, Excel Books, 2007
  • Srivastava, R.,  Rural India: Collaborating For Overall Economic Development, Kurukshetra, Volume 54, No. 8, June 2006
  • Srivastava, R., Voicecom Mobile Communications, Management Today, Volume 5, Issue1, February 2005
  • Srivastava, R.,  Relationship Marketing: The ICICI Way, Management Dynamics, Vol. 5, No.1, 2005


  • Srivastava. R. (2023). Marketing of Consumer Financial Services: A Services Marketing Perspective Business Expert Press (Reference)
  • Srivastava. R. (2019). Decoding Customer Value at the Bottom of the Pyramid: An Urban India Marketing Perspective. Business Expert Press (Reference)
  • Srivastava. R., Chatterjee P., Berman. B., and Evans. J.R. (2017). Retail Management: A Strategic Approach, 13th edition. Pearson India   


  • Priyadarshini, J; Singh RK; Srivastava, R. (2024). Trimster: How Payment Modes Cause Order Returns, Ivey Publishing
  • Mittal, R; Sinha, P; Srivastava, R. (2023). RadheDham Ashram: Business Continuity Post Disruption, Asian Case Research Journal (ACRJ), Vol. 27(04), pages 303-322, December.
  • Vyas, A., Srivastava, R. and Gupta, P. (2023), "Channeling Chirmi", Emerald Emerging Market Case Studies, Vol. 13 No. 1.
  • Kumari, D., Srivastava, R., & Gupta, P., (2023). Whitehat jr.: decoding the marketing journey of an educational technology startup. In Sage Business Cases. SAGE Publications, Ltd., Kumar P; Srivastava R; Jain A. (2022). uTrade Solutions: Leveraging Growth Opportunities in the Fintech Industry, Ivey Publishing
  • Kumari, D. and Srivastava, R. (2022). Leverage Edu: caught between novelty and efficiency, Emerald Emerging Market Case Studies, Vol. 12 No. 4
  • Absar, M.M.N., Akhter, S. and Srivastava, R. (2022), "BSRM Steel, Bangladesh: growing from building safety to caring hearts", Emerald Emerging Markets Case Studies, Vol. 12 No. 2. https://doi.org/10.1108/EEMCS-10-2021-0324
  • Krishna N., Srivastava R. and Gupta P. (2020). OLA (INDIA): Building Customer Loyalty to App-Based Services, Ivey Publishing
  • Absar N., Akhtar S. & Srivastava. R. (2020). Leadership through Differentiation: Hero’s Journey with Niloy Motors in the Motorcycle Industry of Bangladesh,    Emerald Emerging Markets Case Studies
  • Srivastava. R & Yadav. Y. (2020) Retail Post COVID Growth Strategy – Is Omni Channel the Way?, Emerald Emerging Markets Case Studies
  • Jain. M. & Srivastava. R. (2020). Advertising and Branding: It’s Different, Emerald Emerging Markets Case Studies
  • Mangla. A  &Srivastava. R. (2019). Sukhpal Dairy Farm: Considering Customer Engagement-Based Growth Options, Emerald Emerging Markets Case Studies
  • Pradhaan B, Srivastava R and Dasgupta M. (2018).  NUKKAD, THE CHAITASTIC TEAFÉ: CONSIDER EFFICACY IN GROWTH OPTIONS, Ivey Publishing
  • Srivastava R, Prashar A and Bhardwaj P.(2018) Tashn.com: Developing Merchandising for a Competitive Advantage, Ivey Publsihing

Book Chapters

  • Mishra, S. N., & Srivastava, R. (2022). Climate Change and Responsible Business Leadership. Responsible Leadership for Sustainability in Uncertain Times: Social, Economic and Environmental Challenges for Sustainable Organizations, 193.
  • Srivastava, Ritu. (2018). Customer Expectations at the Urban Bottom of Pyramid in India: A Grounded Theory Approach. In Rajagopal & Behl, Ramesh. (Eds.) Business Governance and Society Analyzing Shifts, Conflicts, and Challenges.(pp.55-73). Cham : Springer.
  • Social Media Engagement and Return On Engagement Contemporary Issues in Social Media Marketing. 2018. Taylor & Francis
  • Srivastava, R. And Prashar A. (2018), Tashn.com: Building Merchandising as a source of competitive advantage; Marketing in the Next Decade, Excel Publishers
  • Srivastava R; Employee Actions that lead to Customer Satisfaction: services revisited in India, 2014, Academic Reference Series –Reinventing Marketing for Emerging Markets, Bloomsbury India, 2014

News Paper Articles

  • Srivastava, R., 2021, “Skill Refinement Through Hybrid Learning”, http://bweducation.businessworld.in/article/Skill-Refinement-Through-Hybrid-Learning/28-05-2021-391283/
  • Srivastava, R., 2020, “Impact on the retail industry- Unlock 1.0” https://www.indianretailer.com/article/whats-hot/trends/unlock-1-0-impact-on-the-retail-industry.a6609/
  • Srivastava, R., 2019, "Need for continuous learning in the life of a working professional " https://www.indiatoday.in/education-today/jobs-and-careers/story/need-for-continuous-learning-in-the-life-of-a-working-professional-1610232-2019-10-17

As a management practitioner I been working closely the Indian services sector including Telecom, Banking and Retailing across marketing functions including Communication Strategies. She has successfully conducted programmes for organizations such as Vodafone, Bharat Electronics Ltd., Indian Oil Ltd., Indian Armed Forces, DGET and LIC (India). She can develop customized training programmes in the areas of;

  • Service Excellence
  • Customer Relationship Management
  • Marketing Communication including New Age Media

  • Preparation of Long Range Plan for Corporate Social Responsibility in EdCIL
  • ADB Loan Project; ICT in Basic Education, Uzbekistan, for Government of Uzbekistan
  • DPR for Establishment of National Education Finance Corporation, Ministry of Human Resource Development, Government of India
  • DPR for Upgradation of Delhi Institute of Tourism and Travel Management, Delhi Travel and Tourism Development Corporation
  • DPR for Upgradation of Cotton College, Government of Assam
  • DPR for Establishment of Women’s University, Government of Assam
  • DPR for Establishment of IB School in Maharashtra
  • DPR for Establishment of DAV University at Greater Noida
  • Evaluation Study of Japanese ODA Loan fro Scholarships for Ministry of Human Resource Development, Government of India
  • Development of a Strategy for Development of International Training Partnerships with The Foundation for Education Partnerships (TFEP), U.K.
  • Expansion of Film and Television Institute of India, Pune for Ministry of Information and Broadcasting, Government of India.
  • Preparation of Service rules, Acts and Statutes for Deenbandhu Chotturam University of Science and Technology, Haryana
  • Converting Indian Institute of Mass Communication into an International Media University, New Delhi for Ministry of Information and Broadcasting, Government of India
  • Feasibility Study for Development of a Suitable Course Curricula for Development of Low End Skills in the Downstream Plastic Processing Sector for the Ministry of Chemicals and Fertilizers
  • Feasibility Study on ‘Scheme of National Awards for Technology Innovation in Various Fields of the Petrochemicals and Downstream Plastic Processing Industry’
  • DPR for Establishment of Bajaj International University for Bajaj Allianz Group
  • DPR for Establishment of Women’s Open University in the State of Haryana for BPSMV
  • DPR for Establishment of Indian Institute of Corporate Affairs for the Ministry of Corporate Affairs