Name Card

Avinash Kumar
Assistant Professor
Academic Group: 
Phone No.: 
+91-33-24678300 Extn. No. 2052
Email (@iimcal.ac.in): 


Academic Background: 
1. Ph.D., IIM Lucknow 2. PGDRM, IRMA


Work Experience: 
1. Assistant Professor, Marketing, IIM Jammu, February 2022 to December 2022 2. Management Trainee-Marketing, National Fertilizers Limited, June 2016 to September 2016 3. Assistant Manager-Sales, GCMMF Ltd., May 2013 to May 2016


Journal Publications: 
1. Kumar, A., Kumra, R., & Singh, R. (2022). Drivers, Barriers, and Facilitators of Entrepreneurship at BoP: Review, Conceptual Framework and Research Agenda. Journal of Macromarketing, 02761467221088257. 2. 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. 3. Kumar, A., & Kumra, R. (2021). Television viewing and conspicuous consumption of households: evidence from India. Journal of Consumer Marketing.
1. Kumar, A.,& Kumra, R.(2021, July 5-7).Value proposition for base of the pyramid producers: an abductive approach[Paper presentation].Academy of Marketing Conference,2021, online. 2. Kumar,A.,&Kumra,R.(2020, August 18-20). Television Viewing and Conspicuous Consumption at the Base of the Pyramid: An Empirical Examination [Paper presentation]. AMA Summer Academic Conference,2020, online. 3. Kumar,A.,&Kumra,R.(2019,December 12-14). Television Viewing and Conspicuous Consumption at the BoP: Evidence from India [Paper presentation]. Seventh PAN-IIM World Management Conference, New Delhi, India.
1. Dey, K. ,& Kumar,A.(2022). Unlocking the potential of platform cooperatives. The Hindu Business Line. March 28, 2022 (print edition). 2. Kumar,A., & Kushankur D.(2021). Farm laws repealed, but ground reality still grim. The Hindu Business Line. November 23, 2021 (print edition). 3. Kumar,A.,& Kushankur D. (2021). Agri-digitisation brings both benefits and risks. The Hindu Business Line. October 27, 2021 (print edition). 4. Kumari,N., Dey,K., & Kumar,A. (2021). Business comes full circle. The Hindu Business Line. August 26, 2021 (print edition). 5. Kumar,A., & Dey, K. (2021). Funding education. The Hindu Business Line. August 4, 2021 (print edition). 6. Kumar,A., & Dey,K. (2020). Dairy, MSP, and FCI: Myths and Realities. The Hindu Business Line. December 2, 2020 (print edition). 7. Kumar,A., & Dey,K.. (2020). Why the humble spud needs a hand? The Hindu Business Line. November 5, 2020 (Print version). 8. Dey,K., & Kumar,A. (2020). For UP’s migrant workers, cane sector can be a sweetener. The Hindu Business Line. September 21, 2020 (Print version).
Research Interests: 
Base of the Pyramid, Consumption, Subsistence Marketplaces,Value Proposition