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). Drivers, Barriers, and Facilitators of Entrepreneurship at BoP: Review, Conceptual Framework and Research Agenda. Journal of Macromarketing, 42(3), 381-413. (ABS,ABDC,SCI/SSCI/ESCI,Scopus), DOI : https://doi.org/10.1177/02761467221088257
- 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,SCI/SSCI/ESCI,Scopus), 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,SCI/SSCI/ESCI,Scopus), 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
- Kumar, A., Gupta, K. B. & Dey, K. Food Corporation of India: Making Public Procurement More Inclusive and Efficient, (2022) Asian Journal of Management Cases
- Business to Business Marketing
- Sales and Distribution Management
- Marketing Management-I
- Marketing Management- II
- Marketing to Base of the Pyramid
1. Training:
(i) Program Director, Mahatama Gandhi National Fellowship (MGNF), Academic Module-3
2. Co-investigator of Research Project titled "Business Success and Well-being of Dairy Farmers in Gujarat: The Role of Institutional Support", Supported by Anand Milk Union Limited (AMUL)
- UGC-JRF (2015)
- ICAR-JRF (2011)
.