She is a Professor of Marketing at FIIB, New Delhi. She is a Doctorate in Management with over 18 years of experience in teaching and research. Her work has been published in top-ranked Journals, including – Journal of Business Research, Journal of Product and Brand Management, Journal of Consumer Marketing, Australasian Journal of Information Systems, Journal of Global Information Management, Online Information Review, to name a few. She is the Guest Editor for special issues with the Journal of Business Research ( ABDC-A Ranked), International Journal of Information Management (A*), International Journal of Technology and Human Interaction (ABDC- B), and Journal of Promotion Management (ABDC- B). She and her team are also the recipients of the AIM-Sheth Foundation Research Grant 2020 in Marketing Strategy.