Assistant Professor
Phone - 022-4235 5862
Email: rashmi.khatri@nmims.edu

Academic and Professional Qualification

  • PhD degree at FMS, University of Delhi
  • Post Graduate Program in Management, Full Time (MBA Equivalence by AIU), Indian Institute of Management Kozhikode, 2013
  • B.E., Delhi College of Engineering (University of Delhi), 2006-10: Information Technology

Additional Qualification

  • National Eligibility Test (NET)
  • Junior Research Fellowship

Honors and Awards

  • Ratan Tata Scholar 2012
  • DAAD Scholar: International Student Exchange


  • Life member, All India Management Association (AIMA)
  • Life member, Indian Commerce Association

Courses Taught

Bachelor of Management Studies: Marketing Management, Retail Management, Integrated Marketing Communications, Sales Management, Consumer Behavior, Brand Management, Research Methodology

Teaching Experience 4.5 years

  • Oct 2017 – Present: Assistant Professor in School of Business Management, Marketing Department, SVKM’S NMIMS
  • July 2013 to Oct 2017: Assistant Professor, Department of Management Studies, College of Vocational Studies, University of Delhi

Industry Experience: 1.5 years

  • Marketing Manager, HCL Technologies, Noida - Apr-July 2013
  • Business Analyst, Deloitte Consulting U.S.-India Pvt Ltd, Hyderabad – Jun 2010 to Jun 2011

Ph.D. Topic:

  • Customer-based Retailer Brand Equity: A Study of Select Multi-brand Chain Stores in India Faculty of Management Studies (FMS), University of Delhi

Recent Publications

Refereed Journal Articles

  • Khatri, R., Dangi, H. (2017). Blinded or Branded? : Effect of Brand Cues on Customer Evaluation of Store Brands versus National Brands in an Emerging Market. International Journal of Indian Culture and Business Management.
  • Rashmi & Dangi, H. (2016). Act like a Retailer, Think like a Brand: An Overview of Retailer Brand Equity and Agenda for Future Research in Indian Context. Asia-Pacific Journal of Management Research and Innovation, 12(1), 67-84.
  • Accepted for publication: Blinded or Branded: Effect of Brand Cues on Customer Evaluation of Store Brands versus National Brands. International Journal of Indian Culture and Business Management
  • Rashmi (2015). Profiling Urban Shoppers in India: A Qualitative Study of Select Retail Chain Stores. International Journal of Qualitative Research in Services, 2(2) 129-146
  • Rashmi & Nijhawan, G. (2016). Consumer-To-Consumer Online Market for Used Goods: A Case Study Of OLX In India. Indian Journal of Marketing, 46(5) 26-41
  • Rashmi & Matta, S. "Effect of Leverage Ratio and Ownership Structure on Internationalisation of Indian Firms". The Indian Journal of Commerce Vol. 67 No. 3 July-Sept 2014

Paper Presentations

  • Dec 2015 - The Third Pan-IIM World Management Conference, Dec 16-18 2015 (Proceedings of the Third Pan-IIM World Management Conference 2015 India: The Next Decade, ISBN: 9781786354136)
  • Dec 2016 - The Fourth Pan-IIM World Management Conference, IIM Ahmadabad


  • Junior Research Fellowship, University Grants Commission, 2012

Research in Progress

  • Case Study: Big Bazaar – Branding the Indian Retail for Masses
  • Customer-based Retailer Brand Equity, its Drivers and Shopper Outcomes: A Comparison among Demographics and Retail-formats
  • An Index for Measuring Customer-based Retailer Brand Equity of Supermarket and Hypermarket Chains
  • Impact of Selected Retail-mix Elements on Customer-based Retailer Brand Equity and Shopper Outcomes in the Supermarket and Hypermarket Industry: An Empirical Examination of Four Retailer Brands
  • Junior Research Fellowship, University Grants Commission, 2012

Journal Articles

  • Khatri, R. (2013). Consumer Engagement in Social Media: Relevance for Indian Marketers. Global Journal of Business Management.


  • Bascunan, F. L., Khatri, P. V., Khatri, R. (2015). International Marketing Management (2nd ed., pp. 284). New Delhi: Global Vision Publishing House.
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