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Avinash Kumar

Qualification
Assistant Professor, Marketing

Avinash Kumar is an Assistant Professor, Marketing at IIM Jammu. He holds a Ph.D. degree from IIM Lucknow and PGDRM from the Institute of Rural Management Anand (IRMA). Before pursuing the Ph.D., he worked at managerial levels in sales and distribution roles with the Gujarat Cooperative Milk Marketing Federation Limited (GCMMF Ltd.) and the National Fertilizers Limited (NFL). 

His research interests include the base of the pyramid(BoP), subsistence marketplaces, value proposition, conspicuous consumption, and sales and distribution. He has published his research in reputed international journals, such as Journal of Business Research,Journal of Macromarketing and Journal of Consumer Marketing. He is a regular contributor to the opinion-editorial section of leading national newspapers. 

  • Ph.D.- Indian Institute of Management, Lucknow
  • PGDRM- Institute of Rural Management Anand
  • National Fertilizers Limited
  • Gujarat Cooperative Milk Marketing Federation Limited
  • 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. (ABS,ABDC), DOI : https://doi.org/10.1016/j.jbusres.2021.11.046
  • Kumar, A. & Kumra, R. (2021). Television viewing and conspicuous consumption of households: evidence from India. Journal of Consumer Marketing, 38(3), 272-281. (ABS,ABDC), DOI : https://doi.org/10.1108/JCM-06-2020-3865
  • Kumar, A. & Kumra, R. (2021). Value proposition for base of the pyramid producers: an abductive approach. Academy of Marketing Conference, 2021 Proceedings: Academy of Marketing Conference,2021 Academy of Marketing, (pp.91-92). Online: Routledge Taylor & Francis Group
  • Kumar, A. & Kumra, R. (2020). Television Viewing and Conspicuous Consumption at the Base of the Pyramid: An Empirical Examination. 2020 Summer Academic Conference Proceedings: 2020 AMA Summer Academic Conference American Marketing Association, (pp.595-598). Online: American Marketing Association
  • Marketing Management-I
  • Marketing Management- II
  • Sales and Distribution Management
  • Business to Business Marketing
  • Marketing to Base of the Pyramid


  • UGC-JRF (2015)
  • ICAR-JRF (2011)

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