Rakhi Thakur


Email: rakhi.thakur@nmims.edu

Academic and Professional Qualification

  • PhD in Management, School of Business Management, NMIMS University, Mumbai (2013)
  • Executive MBA, ICFAI University (2005)
  • MFTech (Through bridge program from PGDGMT), National Institute of Fashion Technology, Delhi (2015)
  • PGDGMT, National Institute of Fashion Technology, Hyderabad (1998)
  • B.Sc. (Computer Science), Miranda House, Delhi University (1996)

Teaching Experience – 13 Years

Courses Taught – Marketing Management, Retail Marketing, Consumer Behaviour, International Marketing

Teaching and pedagogical Innovations – Case Teaching, Experiential Teaching, Role Plays


  • Consumer choice models
  • International Marketing
  • Retail Marketing 


  • Thakur, R. (2019). The moderating role of customer engagement experiences in customer satisfaction–loyalty relationship. European Journal of Marketing, 53(7), 1278-1310.
  • Thakur, R. (2018). The role of self-efficacy and customer satisfaction in driving loyalty to the mobile shopping application. International Journal of Retail & Distribution Management, 46(3), 283-303.
  • Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, (JRCS), 41, 48–59.
  • Thakur, R. (2016). Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping. Journal of Retailing and Consumer Services (JRCS), 32, 151-163.
  • Thakur, R. (2015). Community Marketing: Serving the Base of the Economic Pyramid Sustainably. Journal of Business Strategy, 36(4), 40-47
  • Thakur, R., Srivastav, M. (2015). A study on the impact of consumer risk perception and innovativeness on online shopping in India. International Journal of Retail & Distribution Management, 43(2), 148-166.
  • Thakur, R. (2014). What keeps Mobile Banking Customers Loyal? International Journal of Bank Marketing, 32(7), 628-646.
  • Thakur, R., Srivastav, M. (2014). Adoption readiness, personal innovativeness, perceived risk and usage intention across customer groups for mobile payment services in India. Internet Research, 24(3), 369-392.
  • Thakur, R., Srivastava, M. (2013). Customer usage intention of mobile commerce in India: an empirical study. Journal of Indian Business Research, 5(1), 52–72.
  • Thakur, R. (2013). Customer Adoption of Mobile Payment Services by Professionals across two Cities in India: An Empirical Study Using Modified Technology Acceptance Model. Business Perspectives and Research, 1(2), 17-29. 


  • Thakur, R. (2023). Factors that Impact Customer Loyalty to Brands and Digital Applications
  • Thakur, R. (2023). Tejas Express: Premium private train project through Public Private Partnership in Indian Railways 


  • Metro Cash and Carry, Ivey Publishing.
  • Future Retail: Acquisition Spree and Beyond. Ivey Publishing.
  • DMart: Disrupting Food Retailing. Ivey Publishing.
  • Hindustan Unilever Limited: Missed Call Mobile Marketing in Rural India (A & B). Ivey Publishing.
  • Mahindra & Mahindra: Marketing a Low-Priced Mini-Tractor. Ivey Publishing. 


  • Thakur, R., 65th North American Case Research Association Conference; 2023 NACRA, " Tejas Express: Premium private train project through Public Private Partnership in Indian Railways," San Antonio, Texas, USA. (October 5-7, 2023).
  • Thakur, R., 13th International CERE Conference 2023, " Factors that Impact Customer Loyalty to Brands and Digital Applications," IIM Indore, India. (June 10, 2023).
  • Thakur, R., Banerjee, R., ‘Spending time and enjoying life with a smart Mobile phone’, ISDSI conference 2021 held at Indian Institute of Management, Nagpur, India.
  • Thakur, R, (2019). Me and My Mobile Apps. AMCIS 2019
  • Jagasia, J., Thakur, R., Kamath, R., 12th NASMEI International Conference, "Assessing the Effects of Display Advertising on Ecommerce Websites," Great Lakes Institute of Management, Chennai. (December 20, 2018).
  • Thakur, R., 40th ISMS Marketing Science Conference, "Customer Experiences in Customer Journey on Mobile Platforms," Philadelphia, Pennsylvania, U.S.A. (June 15, 2018).
  • Thakur, R., 39th ISMS Marketing Science Conference; 2017 INFORMS, "Customer Engagement and Online Reviews," Los Angeles, California, USA. (June 7, 2017).
  • Thakur, R., 2017 Annual Conference of Emerging Markets Conference Board, "Mobile Shopping: A Case of Multisided Platform," IIM Lucknow (Noida Campus), Noida. (January 5, 2017)
  • Thakur, R., SPJIMR - POMS India Chapter Conference, "Trust, satisfaction and customer loyalty: The mediating effect of customer engagement," SPJIMR, SPJIMR, Mumbai. (July 29, 2016).
  • Thakur, R., Jana, P., XIX Annual Conference of the Society of Operations Management (SOM), "Understanding the Drivers of Information Sharing In Global Apparel Supply Chain," IIM Calcutta, Calcutta. (December 11, 2015).
  • Thakur, R., 6th IIMA Conference on Marketing in Emerging Economies, 2015, "Moving Towards Loyalty and Advocacy for Mobile Retailing in India," Indian Institute of Management, Ahmedabad, Ahmedabad. (January 2015).
  • Thakur, R., 3rd IIM A & Indian Academy of Management Conference, 2013, "Conceptualization of community marketing as collaborative entry mode in developing economies with special focus on Mobile Financial Services," Indian Institute of Management & Indian Academy of Management, Ahmedabad. (December 12, 2013).
  • Thakur, R., 5th IIMA Conference on Marketing in Emerging Economies, 2013, "A Study on the Impact of Consumer Risk Perception and Innovativeness on Online Shopping in India’," Indian Institute of Management, Ahmedabad. (January 9, 2013).
  • Thakur, R., International Marketing Conference 2012, "Usage of Mobile Commerce in India: An Empirical Study," IIM Lucknow, Lucknow. (2012).
  • Thakur, R., ‘Impact of Mobile Financial Services on Migrant Population in India: A case study-based approach’ presented at the SIMSR – Asia Marketing Conference, 2012 organized by K. J. Somaiya Institute of Management Studies & Research, Mumbai, India. 


  • Thakur, R., Srivastava, M., ‘Factors Affecting Consumer Acceptance of mobile Payments’ presented at the International Conference on Decision Sciences in Managing Global services, 2010 held at Management Development Institute (MDI), India, published in ‘Managing Global Services Emerging Trends’ by Excel Books.
  • Thakur, R., Kumta, G., ‘Impact of Risk perception on Customer Usage of Mobile Money’ presented at Information Technology, Systems and Management (ITSM 2011) held at IIM Kozhikode. Published in ‘Information Technology and Business Innovations’ by Macmillan Publishers.
  • Thakur, R., Srivastava, M., ‘Effect of Perceived Credibility on adoption of e-retailing’ presented at the SIMSR – Asia Marketing Conference, 2011 organized by K. J. Somaiya Institute of Management Studies & Research, Mumbai, India. Published in ‘Marketing in Transition’ by Excel Books. 


  • Thakur, R. (2023). Decoding the mindful consumption mindset of consumers, ET Brand Equity
  • Thakur, R. (2018). Right Prescription: Being highly regulated, brands are wary about being too adventurous online. Business Standard.
  • Thakur, R. (2018). Online beauty and personal care retailers disrupting the market. Business Today.
  • Thakur, R. (2017). Decoding the science of retail shopper marketing: How brands sell themselves, Business Today.
  • Thakur, R. (2017). Diaspora as gateway to tap global customers, Forbes.
  • Thakur, R. (2017). Why lifestyle e-tailers are getting into the non-glamourous grocery business, Forbes.
  • Thakur, R. (2017). Rush For Grocery Online, Business World.
  • Thakur, R. (2016). Small towns driving the growth of online retail, Business Today. 


  • Holder of Best seller Badge in October 2023 in Harvard Business Publishing for the case study 'Metro Cash & Carry: Profitability in the Indian Market
  • ‘Outstanding Faculty in Marketing Management’ at Dewang Mehta National Education Awards, 2016.
  • ‘AIMS-TAPMI Outstanding Young Woman Management Researcher Award’ by Association of Indian Management Scholars, 2015.
  • CEO award for the best business impact project at ICICI Prudential in 2011 


  • Invited by Marketing Science Institute to review entries for Alden G. Clayton Doctoral Dissertation Proposal Competition in 2018
  • Invited to attended 6th AIM-AMA Sheth Foundation Doctoral Consortium as Faculty Fellow in 2018
  • Attended AIB-Ind IB workshop by AIB India chapter in 2016-17
  • Attended ‘Master Teacher Programme’ at Indian School of Business in 2014
  • Attended Case Method Teaching Seminar by Harvard Business Publishing in 2013
  • Nominated and attended Inaugural AIM-AMA Sheth Foundation Doctoral Consortium as Fellow at Bangalore in 2012
  • Certified PMP (Project Management Professional) by PMI (Project Management Institute), USA 



S.P. Jain Institute of Management and Research, Mumbai (July 2017 To May 2024)

Designation: Associate Professor, Marketing 

S.P. Jain Institute of Management and Research, Mumbai (July 2013 to June 2017)

Designation: Assistant Professor, Marketing 

Subjects taught: Retail shopper marketing, Consumer Behaviour, International Marketing, Marketing Management, Markstrat simulation to post graduate, executive and undergraduate students 

Other Responsibilities: Developed e-learning module for Marketing Management used in PGPX Programme, guiding PGDM students for summer projects with NGOs in social sector and autumn projects in corporate sector, mentored executive management students in their industrial projects.  

KJ Somaiya Institute of Management Studies and Research, Mumbai (July 2011 to June 2013)

Designation: Assistant Professor, Marketing

Subjects taught: Consumer Behaviour, Retail Marketing, Marketing Research

FDP/ MDP: Structural Equation Modeling (For PhD students and faculty members from different B-schools), Customer Relationship Management

Other Responsibilities: Guiding students for summer projects, mentoring executive management students in their industrial projects.  



ICICI Prudential Life Insurance Company, Mumbai (June 2007 to June 2011)

Designation: Senior Manager, Business Excellence

Key Responsibilities: Responsible for strategy development and implementation for projects and process in the area of sales support, customer acquisition and service. 

Tata Consultancy Services Ltd, Mumbai (April 2002 to May 2007)

Designation: Assistant Consultant

Key Responsibilities: Worked in Retail and CRM domain areas handling pre-sales and sales support, domain consulting, project management, client relationship management 

Shoppers Stop Ltd, Mumbai (Leading Retailer in India) (April 1999 to March 2002)

Designation: Deputy Buyer

 Key Responsibilities: Consumer trend analysis, assortment planning, sourcing, product development, vendor management, private label development and management, product promotion 

KSA Technopak Ltd, Delhi (Leading Management Consulting firm) (June 1998 to March 1999)

Designation: Associate Consultant

Key Responsibilities: Project based delivery, assisting in pre-sales activities

© Copyright 2013-2020 | Disclaimer | Privacy Policy