I am Professor at IIT Delhi in the area of Marketing. We are working in the area of Consumer Based & Community driven Marketing/Branding of Public & Private goods/ service.While developing these research agendas, we have focused on mult- iple streams like Marketing /Branding of Public goods /service  and the challenges encountered in Marketing Public Policy, Ethi- cal Branding, Not for Profit Marketing, Social Marketing, and Pro- duct Management & Business Models.

These researches are done in varied domains like IT, Telecom, Health, FMCG & Public Policy by using inductive and deductive protocols