Avinash Kumar

Avinash Kumar


Assistant Professor
Academic Group: Marketing


Phone No.: +91-33-24678300 Extn. No. 2052
Email ID.: avinash@iimcal.ac.in

Curriculum Vitae

Avinash Kumar CV


Academic Background:

1. Ph.D., IIM Lucknow

Courses Taught:

I. Masters courses 1.Marketing Management 2.Business-to-Business Marketing 3.Sales and Distribution Management II. Doctoral courses 1. Advanced Marketing Theory 2. Research Methods in Marketing


1.Best in track paper for the Under Studied Markets and Marketing Stakeholders track at the 2023 AMA Summer Academic Conference.

Consulting Interests:

  1. Rural and Low-income Markets
  2. Value Propositions and Service Ecosystem
  3. Social Enterprises
  4. Consumer Well-being


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:

  • Singh, N., Kumar, A., & Dey, K. (2023). Unlocking the potential of knowledge economy for rural resilience: The role of digital platforms. Journal of Rural Studies, 104, 103164.
  • Ray, M., Kumar, A., & Srivastava, S. K. (2023). The impact of policy changes on the mustard ecosystem: a multi-stakeholder perspective. Journal of Agribusiness in Developing and Emerging Economies.
  • 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.
  • 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.
  • Kumar, A., & Kumra, R. (2021). Television viewing and conspicuous consumption of households: evidence from India. Journal of Consumer Marketing.


  • Kumar, A., Kumra,R.,& Ranjan, K.R. (2023, July 31-August 3, 2023).Value propositions underlying BoP producers enablement by social enterprises: practice view [Paper presentation].AMA Summer Academic Conference,2023.
  • 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.
  • 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.
  • 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.

Research Interests:

  • Base of the Pyramid, Consumption, Subsistence Marketplaces,Value Proposition


  • Kumar, A., Dey, K., & Gupta, K. B. (2023). Food Corporation of India: Making Public Procurement More Inclusive and Efficient. Asian Journal of Management Cases, 09728201231168246.
  • Dey, K. ,& Kumar,A. (2023).Need a bottom-up action plan to tackle climate change challenge.The Hindu Business Line. April 27, 2023 (print edition).
  • Dey, K. ,& Kumar,A. (2023).Dey, K. ,& Kumar,A. (2023).Digital public infra alone can’t lift farm fortunes.The Hindu Business Line. February 19, 2023 (print edition).
  • Kumar,A., & Kushankur D.(2021). Can GM mustard achieve Atmanirbharta in edible oils? The Hindu Business Line. November 12, 2022 (print edition).
  • Dey, K. ,& Kumar,A.(2022). Unlocking the potential of platform cooperatives. The Hindu Business Line. March 28, 2022 (print edition).
  • Kumar,A., & Kushankur D.(2021). Farm laws repealed, but ground reality still grim. The Hindu Business Line. November 23, 2021 (print edition).
  • Kumar,A.,& Kushankur D. (2021). Agri-digitisation brings both benefits and risks. The Hindu Business Line. October 27, 2021 (print edition).
  • Kumari,N., Dey,K., & Kumar,A. (2021). Business comes full circle. The Hindu Business Line. August 26, 2021 (print edition).
  • Kumar,A., & Dey, K. (2021). Funding education. The Hindu Business Line. August 4, 2021 (print edition).
  • Kumar,A., & Dey,K. (2020). Dairy, MSP, and FCI: Myths and Realities. The Hindu Business Line. December 2, 2020 (print edition).
  • Kumar,A., & Dey,K.. (2020). Why the humble spud needs a hand? The Hindu Business Line. November 5, 2020 (Print version).
  • 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).