{"id":66080,"date":"2026-01-16T11:21:44","date_gmt":"2026-01-16T05:51:44","guid":{"rendered":"https:\/\/doms.iitm.ac.in\/wordpress\/?page_id=66080"},"modified":"2026-03-03T17:11:09","modified_gmt":"2026-03-03T11:41:09","slug":"richaagarwal","status":"publish","type":"page","link":"https:\/\/doms.iitm.ac.in\/index.php\/people\/faculty\/richaagarwal\/","title":{"rendered":"richaAgarwal"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"66080\" class=\"elementor elementor-66080\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d54ce4a e-flex e-con-boxed e-con e-parent\" data-id=\"d54ce4a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0138f64 elementor-widget__width-inherit elementor-widget elementor-widget-html\" data-id=\"0138f64\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<div id=\"doms-fac-hero-v2-root\" class=\"doms-fh2-iso-scope\">\r\n\r\n    <link href=\"https:\/\/fonts.googleapis.com\/css2?family=Manrope:wght@400;500;600;700&family=Playfair+Display:ital,wght@0,400;0,700;1,400&display=swap\" rel=\"stylesheet\">\r\n\r\n    <style>\r\n        \/* --- 1. 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MOBILE OPTIMIZATION --- *\/\r\n        @media (max-width: 900px) {\r\n            #doms-fac-hero-v2-root.doms-fh2-iso-scope { padding: 40px 15px !important; }\r\n            \r\n            .doms-fh2-card { \r\n                flex-direction: column !important; \r\n            }\r\n\r\n            \/* Image on Mobile: Full Width, Uncropped Aspect Ratio *\/\r\n            .doms-fh2-img-col {\r\n                width: 100% !important;\r\n                height: auto !important;\r\n                \/* Aspect Ratio ensures the photo box is substantial but not endless *\/\r\n                aspect-ratio: 1 \/ 1 !important; \r\n                max-height: 450px !important;\r\n            }\r\n\r\n            .doms-fh2-img {\r\n                height: 100% !important;\r\n                \/* Keeps the face visible at the top even if ratio changes *\/\r\n                object-position: top center !important; \r\n            }\r\n\r\n            .doms-fh2-info-col { padding: 30px 20px !important; }\r\n            \r\n            .doms-fh2-name { font-size: 30px !important; }\r\n            .doms-fh2-contact-row { flex-direction: column !important; gap: 15px !important; }\r\n        }\r\n    <\/style>\r\n\r\n    <div class=\"doms-fh2-card\">\r\n        \r\n        <div class=\"doms-fh2-img-col\">\r\n            <img decoding=\"async\" src=\"https:\/\/doms.iitm.ac.in\/wp-content\/uploads\/2026\/02\/2U2A0818-scaled-e1771829946712.jpg\" style=\"filter:none\"\r\n                 alt=\"Dr. Richa Agrawal\" \r\n                 class=\"doms-fh2-img\">\r\n        <\/div>\r\n\r\n        <div class=\"doms-fh2-info-col\">\r\n            \r\n            <span class=\"doms-fh2-role-badge\">Faculty Profile<\/span>\r\n\r\n            <h1 class=\"doms-fh2-name\">Dr. Richa Agrawal<\/h1>\r\n            \r\n            <div class=\"doms-fh2-designation\">\r\n                Associate Professor\r\n                <span>Advisor: Entrepreneurship - Cell (E-Cell), IIT Madras<\/span>\r\n            <\/div>\r\n\r\n            <div class=\"doms-fh2-edu\">\r\n                <div class=\"doms-fh2-edu-item\">\r\n                    <strong>Ph.D.<\/strong> (2007) \u2014 S.J.M. School of Management, Indian Institute of Technology Bombay\r\n                <\/div>\r\n                <div class=\"doms-fh2-edu-item\">\r\n                    <strong>M.B.A.<\/strong> (1996) \u2014 (Specialization in Marketing), Monirba Allahabad University\r\n                <\/div>\r\n                <div class=\"doms-fh2-edu-item\">\r\n                    <strong>B.A.<\/strong> (1994) \u2014 (Economics, Political Science, Geography), Allahabad University\r\n                <\/div>\r\n            <\/div>\r\n\r\n            <div class=\"doms-fh2-contact-row\">\r\n                \r\n                <a href=\"mailto:richa@iitm.ac.in\" class=\"doms-fh2-contact-item\">\r\n                    <svg class=\"doms-fh2-icon\" fill=\"none\" viewBox=\"0 0 24 24\" stroke=\"currentColor\"><path stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"2\" d=\"M3 8l7.89 5.26a2 2 0 002.22 0L21 8M5 19h14a2 2 0 002-2V7a2 2 0 00-2-2H5a2 2 0 00-2 2v10a2 2 0 002 2z\"\/><\/svg>\r\n                    richa[at]iitm[.]ac[.]in\r\n                <\/a>\r\n\r\n                <span class=\"doms-fh2-contact-item\">\r\n                    <svg class=\"doms-fh2-icon\" fill=\"none\" viewBox=\"0 0 24 24\" stroke=\"currentColor\"><path stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"2\" d=\"M3 5a2 2 0 012-2h3.28a1 1 0 01.948.684l1.498 4.493a1 1 0 01-.502 1.21l-2.257 1.13a11.042 11.042 0 005.516 5.516l1.13-2.257a1 1 0 011.21-.502l4.493 1.498a1 1 0 01.684.949V19a2 2 0 01-2 2h-1C9.716 21 3 14.284 3 6V5z\"\/><\/svg>\r\n                    +91-44-2257 4564\r\n                <\/span>\r\n\r\n                <span class=\"doms-fh2-contact-item\">\r\n                    <svg class=\"doms-fh2-icon\" fill=\"none\" viewBox=\"0 0 24 24\" stroke=\"currentColor\"><path stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"2\" d=\"M19 21V5a2 2 0 00-2-2H7a2 2 0 00-2 2v16m14 0h2m-2 0h-5m-9 0H3m2 0h5M9 7h1m-1 4h1m4-4h1m-1 4h1m-5 10v-5a1 1 0 011-1h2a1 1 0 011 1v5m-4 0h4\"\/><\/svg>\r\n                    Office: DoMS 307\r\n                <\/span>\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n\r\n    <\/div>\r\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-84055e7 e-flex e-con-boxed e-con e-parent\" data-id=\"84055e7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-af83b76 elementor-widget__width-inherit elementor-widget elementor-widget-html\" data-id=\"af83b76\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<div id=\"doms-profile-body-richa-root\" class=\"doms-pb1-iso-scope\">\r\n\r\n    <div class=\"doms-pb1-container\">\r\n        \r\n        <div class=\"doms-pb1-tabs\">\r\n            <button class=\"doms-pb1-tab active\" onclick=\"openTabRicha(event, 'tab-richa-experience')\">Experience & Interests<\/button>\r\n            <button class=\"doms-pb1-tab\" onclick=\"openTabRicha(event, 'tab-richa-publications')\">Publications<\/button>\r\n            <button class=\"doms-pb1-tab\" onclick=\"openTabRicha(event, 'tab-richa-industry')\">Industry & Training<\/button>\r\n            <button class=\"doms-pb1-tab\" onclick=\"openTabRicha(event, 'tab-richa-awards')\">Awards & Grants<\/button>\r\n            <button class=\"doms-pb1-tab\" onclick=\"openTabRicha(event, 'tab-richa-global')\">Global Engagements<\/button>\r\n        <\/div>\r\n\r\n        <div class=\"doms-pb1-content-area\">\r\n\r\n            <div id=\"tab-richa-experience\" class=\"doms-pb1-panel active\">\r\n                <h2 class=\"doms-pb1-heading\">Experience<\/h2>\r\n                <ul class=\"doms-pb1-list\">\r\n                    <li><strong>Faculty In-charge NIRMAN:<\/strong> The Pre-incubator (April 2022 - 2023).<\/li>\r\n                    <li><strong>Sabbatical:<\/strong> Columbia Entrepreneurship Innovation and Design Studio, Columbia University (July - Dec 2020).<\/li>\r\n                    <li><strong>IIT Madras:<\/strong> March 2010 to present.<\/li>\r\n                    <li><strong>MICA (Mudra Institute of Communications Ahmedabad):<\/strong> July 2007 to March 2010.<\/li>\r\n                <\/ul>\r\n\r\n                <h3 class=\"doms-pb1-subheading\">Teaching Interests<\/h3>\r\n                <ul class=\"doms-pb1-list\">\r\n                    <li>Customer Relationship Marketing (CRM)<\/li>\r\n                    <li>Consumer Behavior<\/li>\r\n                    <li>Marketing Tools: Strategies and Innovation<\/li>\r\n                    <li>Insights and Innovations in Marketing<\/li>\r\n                    <li>Design Thinking<\/li>\r\n                <\/ul>\r\n\r\n                <h3 class=\"doms-pb1-subheading\">Research Interests & Guidance<\/h3>\r\n                <ul class=\"doms-pb1-list\">\r\n                    <li>Gamification in marketing<\/li>\r\n                    <li>Human engagement with AI powered devices<\/li>\r\n                    <li>Consumer behaviour (Online & Offline)<\/li>\r\n                    <li>Consumption communities & Luxury\/Environmentally Responsible Consumption<\/li>\r\n                    <li>Developing Psychometric measures\/scales<\/li>\r\n                <\/ul>\r\n                <p class=\"small-text\" style=\"margin-top:10px; color: var(--pb1-maroon);\"><strong>Scholars Graduated:<\/strong> Post-doc (1), PhD (2), MS (4). (4 Scholars received Best Thesis awards).<\/p>\r\n            <\/div>\r\n\r\n            <div id=\"tab-richa-publications\" class=\"doms-pb1-panel\">\r\n                <h2 class=\"doms-pb1-heading\">Publications<\/h2>\r\n                <div class=\"doms-pb1-scroll-box\">\r\n                    \r\n                    <p><strong>International Research Papers<\/strong><\/p>\r\n                    <ul class=\"doms-pb1-list small-text\">\r\n                        <li>Agrawal, R. (2018). \u201cEnvisioning a Sustainable Future by Doing What It Takes\u201d, in Legends in Strategic Marketing: Rajan Varadarajan. Sage Publications.<\/li>\r\n                        <li>Agrawal, R. and Gupta, S (2018). \u201cConsuming Responsibly: Exploring Environmentally Responsible Consumption Behaviors\u201d, Journal of Global Marketing.<\/li>\r\n                        <li>Gupta, S. and Agrawal, R. (2017). \u201cEnvironmentally Responsible Consumption: Construct Definition, Scale Development, and Validation\u201d, Corporate Social Responsibility and Environmental Management.<\/li>\r\n                        <li>Narayanan, S. and Agrawal, R. (2017). \u201cPrivacy and Information Trading on Social Media App(lication)s\u201d, Routledge \u2013 New York.<\/li>\r\n                        <li>Agrawal, R. and Ramachandran, G. (2017). \u201cFlocking Together \u2013 Benefits and Costs of Small Group Consumption Community Participation\u201d, European Journal of Marketing.<\/li>\r\n                        <li>Raja, S. and Agrawal, R. (2013). \u201cPerceived Brand Greenness: Scale Development and Validation\u201d, Yale China India Insights Conference, NY.<\/li>\r\n                        <li>Agrawal, Richa, SS Gaur and Archana Narayanan (2012). Determining Customer Loyalty: Review and Model, the Marketing Review journal.<\/li>\r\n                        <li>Gaur, SS and Richa Agrawal (2007). Service Quality Measurement in Retail Store Context... the Marketing Review.<\/li>\r\n                        <li>Agrawal, Richa and SS Gaur (2007). Customers Relational Behavior in a Pseudo-relationship Context. AMA Conference Proceedings.<\/li>\r\n                    <\/ul>\r\n\r\n                    <br>\r\n                    <p><strong>Conference Proceedings (Selected)<\/strong><\/p>\r\n                    <ul class=\"doms-pb1-list small-text\">\r\n                        <li>Richa Agrawal, Narayanan S. and Vishwadeep R. (2018). \u201cImpact of Ad Personalization on CTR\u201d, Global Marketing Conference, Tokyo.<\/li>\r\n                        <li>Sudhanshu Gupta and Agrawal R. (2017). Papers on Environmentally Responsible Consumption presented at Emerging Markets Conference Board.<\/li>\r\n                        <li>Varuna Newatiya and Agrawal R. (2015). \u201cBeyond Status! Why new luxury customers in India are buying luxury\u201d, Annual London Business Research Conference.<\/li>\r\n                        <li>Giridhar Ramachandran and Agrawal R. (2013). \u201cCoffee Shops Yesterday, Running Groups Today\", ACR Conference, Chicago.<\/li>\r\n                    <\/ul>\r\n\r\n                    <br>\r\n                    <p><strong>Case Studies & Books<\/strong><\/p>\r\n                    <ul class=\"doms-pb1-list small-text\">\r\n                        <li><strong>Book:<\/strong> Changing Trends in Management: Challenges and Opportunities, Excel Books (2003).<\/li>\r\n                        <li><strong>Case:<\/strong> Agrawal, Richa (2009). Threat of a \u2018Me Too\u2019 Perception: A Case of Caf\u00e9 Coffee Day, Marketing Review.<\/li>\r\n                        <li><strong>Case:<\/strong> Agrawal, Richa et al. (2007). Dynadrives at Cross Roads (ECCH).<\/li>\r\n                        <li><strong>Case:<\/strong> Radio Mirchi - A Success Story (ECCH).<\/li>\r\n                    <\/ul>\r\n                <\/div>\r\n            <\/div>\r\n\r\n            <div id=\"tab-richa-industry\" class=\"doms-pb1-panel\">\r\n                <h2 class=\"doms-pb1-heading\">Industrial Training & Consultancy<\/h2>\r\n                <div class=\"doms-pb1-scroll-box\">\r\n                    \r\n                    <h3 class=\"doms-pb1-subheading\">Training & Workshops (Selected)<\/h3>\r\n                    <ul class=\"doms-pb1-list small-text\">\r\n                        <li><strong>IIT Madras Incubation Cell (2020):<\/strong> Insightful Marketing Workshop for Startups.<\/li>\r\n                        <li><strong>MADITSSIA (2020):<\/strong> Designing Insight Based Solutions.<\/li>\r\n                        <li><strong>Samanvay (2019\/2020):<\/strong> Design Thinking Workshops for Startups and Entrepreneurs.<\/li>\r\n                        <li><strong>Larsen & Toubro (2019):<\/strong> Multiple workshops on Negotiation Skills, Customer Satisfaction & Value Creation.<\/li>\r\n                        <li><strong>Hyundai Motor India Ltd. (2019):<\/strong> Designing Solutions: Better-To-Best workshop.<\/li>\r\n                        <li><strong>CVRDE (2019):<\/strong> Principles of Design Thinking.<\/li>\r\n                        <li><strong>Indian Bank (IMAGE) (2019):<\/strong> CRM Concepts for Banking.<\/li>\r\n                        <li><strong>AAVIN (2013):<\/strong> Strategic use of Marketing for Selling Milk and Milk Products.<\/li>\r\n                        <li><strong>Indian Postal Services (2006):<\/strong> CRM for Marketing of Services.<\/li>\r\n                    <\/ul>\r\n\r\n                    <h3 class=\"doms-pb1-subheading\">Faculty Development Programs (FDPs)<\/h3>\r\n                    <ul class=\"doms-pb1-list small-text\">\r\n                        <li>Theory Construction for Model Specification Workshops (2017, 2018).<\/li>\r\n                        <li>Scale Development Workshops (2016, 2017).<\/li>\r\n                        <li>Case Writing Workshops (2009, 2010, 2011).<\/li>\r\n                        <li>QIP on Marketing Advancements (BHU, 2010).<\/li>\r\n                    <\/ul>\r\n                <\/div>\r\n            <\/div>\r\n\r\n            <div id=\"tab-richa-awards\" class=\"doms-pb1-panel\">\r\n                <h2 class=\"doms-pb1-heading\">Honours, Awards & Grants<\/h2>\r\n                <div class=\"doms-pb1-scroll-box\">\r\n                <ul class=\"doms-pb1-list\">\r\n                    <li><strong>Best Paper Award:<\/strong> \"What is Environmentally Responsible Consumption...\", Arun K. Jain Award at EMCB IIM Lucknow (2017).<\/li>\r\n                    <li><strong>Best Paper Award:<\/strong> \"Benefits of Flocking Together...\", Syndicate Bank Award at IMR Doctoral Conference, IIMB (2014).<\/li>\r\n                    <li><strong>Top 30 Research Proposal:<\/strong> AMS Doctoral Consortium 2016, Orlando (Environmentally responsible consumption).<\/li>\r\n                    <li><strong>Top 50 Research Proposal:<\/strong> AMS Doctoral Consortium 2015, Denver (Consumption Community Participation).<\/li>\r\n                    <li><strong>Fellowship:<\/strong> National Doctoral Fellowship in Management (First recipient), AICTE.<\/li>\r\n                    <li><strong>Grant:<\/strong> DAAD Germany for Teaching Design Thinking (2019).<\/li>\r\n                    <li><strong>Grant:<\/strong> Erasmus+ Staff Mobility for Teaching and Training (2019).<\/li>\r\n                    <li><strong>Travel Grants:<\/strong> Academy of Marketing Science (2015), AICTE (2008), Dorabji Tata Trust (2005, 2006).<\/li>\r\n                    <li><strong>Academic Excellence:<\/strong> Highest CPI (9.75\/10) ever at SJM SOM, IIT Bombay.<\/li>\r\n                <\/ul>\r\n                <\/div>\r\n            <\/div>\r\n\r\n            <div id=\"tab-richa-global\" class=\"doms-pb1-panel\">\r\n                <h2 class=\"doms-pb1-heading\">Foreign Engagements<\/h2>\r\n                <ul class=\"doms-pb1-list\">\r\n                    <li><strong>University of Passau, Germany (2019):<\/strong> Teaching Design Thinking.<\/li>\r\n                    <li><strong>University of Turku, Finland (2019):<\/strong> Teaching Consumer Perception & Cultural Influences.<\/li>\r\n                    <li><strong>EPFL, Lausanne, Switzerland (2011):<\/strong> Marketing & Innovation for Entrepreneurs.<\/li>\r\n                <\/ul>\r\n                <h3 class=\"doms-pb1-subheading\">Research Collaborations<\/h3>\r\n                <ul class=\"doms-pb1-list\">\r\n                    <li>NYU Stern School of Business, New York, USA<\/li>\r\n                    <li>Columbia University, New York, USA<\/li>\r\n                    <li>Nanyang Technological University, Singapore<\/li>\r\n                <\/ul>\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n\r\n    <script>\r\n        function openTabRicha(evt, tabName) {\r\n            var i, tabcontent, tablinks;\r\n            \r\n            \/\/ Hide all tab panels within this specific root\r\n            const root = document.getElementById('doms-profile-body-richa-root');\r\n            tabcontent = root.getElementsByClassName(\"doms-pb1-panel\");\r\n            for (i = 0; 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}\r\n        .doms-pb1-scroll-box::-webkit-scrollbar-thumb { background-color: #ddd; border-radius: 4px; }\r\n\r\n        \/* RESPONSIVE *\/\r\n        @media (max-width: 768px) {\r\n            .doms-pb1-tabs {\r\n                border-bottom: none;\r\n                gap: 5px;\r\n            }\r\n            .doms-pb1-tab {\r\n                background: #f4f4f4;\r\n                border-radius: 30px;\r\n                padding: 10px 16px;\r\n            }\r\n            .doms-pb1-tab.active {\r\n                background: var(--pb1-maroon);\r\n                color: #fff;\r\n            }\r\n            .doms-pb1-tab.active::after { display: none; }\r\n        }\r\n    <\/style>\r\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0f0a763 e-flex e-con-boxed e-con e-parent\" data-id=\"0f0a763\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-aaac505 e-flex e-con-boxed e-con e-parent\" data-id=\"aaac505\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-152309e e-flex e-con-boxed e-con e-parent\" data-id=\"152309e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Faculty Profile Dr. Richa Agrawal Associate Professor Advisor: Entrepreneurship &#8211; Cell (E-Cell), IIT Madras Ph.D. (2007) \u2014 S.J.M. School of Management, Indian Institute of Technology Bombay M.B.A. (1996) \u2014 (Specialization in Marketing), Monirba Allahabad University B.A. (1994) \u2014 (Economics, Political Science, Geography), Allahabad University richa[at]iitm[.]ac[.]in +91-44-2257 4564 Office: DoMS 307 Experience &#038; Interests Publications Industry&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":15092,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-66080","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/pages\/66080","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/comments?post=66080"}],"version-history":[{"count":28,"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/pages\/66080\/revisions"}],"predecessor-version":[{"id":75153,"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/pages\/66080\/revisions\/75153"}],"up":[{"embeddable":true,"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/pages\/15092"}],"wp:attachment":[{"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/media?parent=66080"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}