Ritu Mehta

Ritu Mehta is working as an Associate Professor of Marketing at the Indian Institute of Management Calcutta. She obtained her PhD from the Indian Institute of Technology Kanpur. Prior to her PhD, she has a B. Tech in Chemical Engineering from L.D. College of Engineering, Gujarat University and MBA in Marketing from Nirma University’s Institute of Management. Prior to joining academia, Ritu worked in consumer-packaged goods companies in diverse sales and marketing roles. Her research interests include, among others, retailing, consumer behavior, sales promotions, green marketing, and role of gender in consumption and decision making. Her research has been published in journals such as Journal of Marketing Management, Journal of Retailing and Consumer Services, International Journal of Retail & Distribution Management, and Decision. She has presented her work at leading international conferences. She has taught in a wide variety of executive programmes. She has also developed several teaching cases with Ivey Publishing. Ritu’s teaching interests include marketing strategy, marketing research, pricing, and services marketing.

In addition to Prof. Ritu Mehta, other faculty member(s) from IIM Calcutta/ industry may also teach in the programme.

Journal Publications:

• Ritu Mehta, Apoorva Bharadwaj. Food advertising targeting children in India: Analysis and implications. Journal of Retailing and Consumer Services (forthcoming)
• Ashwini Tewari, Ritu Mehta. Brand Development and Entrepreneur's Role in Small Businesses. Journal of Research in Marketing and Entrepreneurship (forthcoming)
• Ritu Mehta, Karthikeyan Balakumar, 2021. Redesigning after-sales service: impact on incumbent product distribution channels. Journal of Retailing and Consumer Services, 58 (1), 102279
• Ritu Mehta, 2020. Gender-based differences in consumer decision-making styles: implications for marketers. Decision, 47(3), 319-329.
• Ritu Mehta, Sanket Agrawal. Embracing the organic way: Is consumer preference the same for all brands? International Journal of Retail & Distribution Management, 48(5), 453-464. https://doi.org/10.1108/IJRDM-09-2019-0311
• Mahima Mathur, Ritu Mehta, and Sanjeev Swami, 2020. Developing a marketing framework for the bottom of the pyramid consumers, Journal of Advances in Management Research, 17(3), 455-471. https://doi.org/10.1108/JAMR-01-2020-0015
• Aashish Jhamtani, Ritu Mehta, Sanjeet Singh, 2019. Size-of-Wallet Estimation: Application of K-Nearest Neighbour and Quantile Regression, IIMB Management Review (forthcoming).
• Ritu Mehta, Nivedita Bhanja, 2018. Consumer preferences for wine attributes in an emerging market, International Journal of Retail & Distribution Management, 46(1), 34-48.
• Apoorva Bharadwaj, Ritu Mehta, 2017. Annihilating or Perpetuating the Gender Stereotype? An Analysis of Indian Television Advertisements, Decision, 44(3), 179-191.
• Ritu Mehta, Gagan Dixit, 2016. Consumer Decision Making Styles in Developed and Developing Markets: A Cross-country Comparison. Journal of Retailing and Consumer Services, 33, 202-208.
• Ritu Mehta, Narendra K Sharma, Sanjeev Swami. 2014. A typology of Indian hypermarket shoppers based on shopping motivation. International Journal of Retail & Distribution Management. 42(1), 40 - 55.
• Ritu Mehta, Narendra K Sharma, Sanjeev Swami. 2013. The impact of perceived crowding on consumers’ store patronage intentions: Moderating roles of optimal stimulation level and shopping motivation. Journal of Marketing Management. 29(7-8), 812 - 835.
• Ritu Mehta. 2013. Understanding perceived retail crowding: A critical review and research agenda. Journal of Retailing and Consumer Services. 20(6), 642 - 649.
• Ritu Mehta, Narendra K Sharma, Sanjeev Swami. 2007. The effect of color, odor, and crowding on consumers' behavior in retail stores. Journal of Science and Engineering Research, 14, 189-194.

Conferences:

• Karthikeyan Balakumar, Prafulla Agnihotri, Ritu Mehta, Debabrata Ghosh. Adding clicks to clicks: Exploring the impact of encroachment on online incumbents. 2021 AMA Summer Academic Conference, 13-15 August 2021.
• Karthikeyan Balakumar, Prafulla Agnihotri, Ritu Mehta, Debabrata Ghosh. Adding bricks to bricks: Understanding revenue impact of physical manufacturer encroachment on entrenched brick and mortar retailers. 2021 AMA Winter Academic Conference, 17-19 February 2021.
• Nivedita Bhanja, Ritu Mehta. Examining response of men to gender-inclusive branding. 14th Nasmei International Marketing Conference 2020, 21-22 December 2020, Chennai.
• Ashutosh Singh, Tanmay Agarwal, Ritu Mehta. Factors influencing impulse buying behavior of fashion products in Indian e-commerce platforms. IMI-K Marcon, 2019, December 19-20, Kolkata, India.
• Ritu Mehta. Gender-based differences in decision-making styles of consumers in an emerging economy. The 3rd Thought Leaders’ Conference of Marketing Science and Innovation, 2019, March 16-17, Beijing, China.
• Mahima Kaura Mathur, Ritu Mehta, Sanjeev Swami. Conceptualizing business model for bottom of the pyramid in an emerging market. International Conference on Business Models and Social Entrepreneurship, 2019, Jan 16-18, Tata Institute of Social Sciences, Mumbai, India.
• Ritu Mehta, Sanket Agarwal. Brand extension decisions for organic products. Proceedings, 43rd Annual Macromarketing Conference 2018, July 9-12, Leipzig, Germany.
• Apoorva Bharadwaj, Ritu Mehta. Demystifying the ethical appeals and gender polarity embedded in the act of persuasion characterizing television commercials targeted at Indian kids. Proceedings, 4th International Conference on New Directions in Multidisciplinary Research & Practice, May 12-13, 2018, London, UK.
• Invited talk on Methods and Methodologies, Young Researchers’ Consortium, MICA’s International Communication Management Conference, January 2018, Ahmedabad.
• Nivedita Bhanja and Ritu Mehta. The Impact of Multifactorial Gender on the Evaluation of de-gendered Brand offerings. 11th Nasmei International Marketing Conference 2017, 22-23 December 2017, Chennai.
• Nivedita Bhanja, Ritu Mehta. Discourses in Popular Culture and the Emerging Intersectionality of Gender. 12th ACR Conference on Gender, Marketing and Consumer Behavior, July 2016, Paris.
• Ritu Mehta, Anshuman Khosla, Monica Bhaskar. Role of Comparative Advertising in Influencing Consumers’ Attitude towards Brands. 4th International Conference on Marketing, May 2016, Bangkok.
• Invited as a Faculty Fellow at the 4th AIM-AMA Sheth Foundation Doctoral Consortium, January 2016. Talk: Advances in Consumer Behavior.
• Invited as a Faculty Fellow at the 3rd AIM-AMA Sheth Foundation Doctoral Consortium, January 2015.
• Talks: a) Research Perspectives on Retailing, b) Career and Teaching Development - Starting your career.
• Ritu Mehta, Gagan Dixit. Consumer Decision Making: A Comparative Study of Indian and German Shoppers. 2015 Annual Conference of the Emerging Markets Conference Board, January 2015, Dubai.
• Abhinav Agrawal, Prince R Anand, Ritu Mehta. Consumer Preferences and Consumption of Wine in an Emerging Market. MARCON2014, December 2014, IIM Calcutta.
• Subrata Roy, Ritu Mehta. Telemedicine: implementation in rural India. MARCON2014, December 2014, IIM Calcutta.
• Ritu Mehta, Debjit Gupta. Consumers’ Preference for Bonus Packs and Discounts in Sales Promotion. Annual Conference of the Emerging Markets Conference Board at the IIM Lucknow, Noida Campus, India organized by the Centre for Marketing in Emerging Economies. January 2014.
• Ritu Mehta, Narendra K Sharma, Sanjeev Swami. Patronage motives and profile of hypermarket shoppers in evolving Indian market. International Conference on Technology and Business Management, Dubai, March 2011.
• Ritu Mehta, Narendra K Sharma, Sanjeev Swami. The impact of perceived crowding on consumers’ store patronage intentions: Moderating roles of optimal stimulation level and shopping motivation. Doctoral Colloquium, Indian Institute of Management Ahmedabad, India. January, 2010.
• Ritu Mehta, Narendra K Sharma, Sanjeev Swami. Perceived crowding and consumers’ behavior: an empirical analysis. IIMB Management Review Doctoral Student Conference. Indian Institute of Management Bangalore, India. November, 2009.
• C. Jain, Ritu Mehta, D. Saxena. Service Quality dimensions and Customer Satisfaction: A case of Indian banks. 3rd International SIMSR-ASIA Marketing Conference, K. J. Somaiya Institute of Management Studies and Research, Mumbai, India, January 2008.

Articles/Cases:

• Ritu Mehta, 2021. Locking the Customer Churn during the Unlocking Process, Economic Times, July 8, 2021, https://brandequity.economictimes.indiatimes.com/news/marketing/locking-the-customer-churn-during-the-unlocking-process/84224690, accessed July 8, 2021.
• Business Press Coverage: Food ads for kids feed on social prejudices. Mint, January 14, 2021.
• Ritu Mehta, Radhika Sriram, 2020. Case - DMart: The Indian Walmart. Indian Institute of Management Calcutta Case Research Center, Case # IIMC-CRC-2020-04.
• Ritu Mehta, Radhika Sriram, 2020. Teaching note of Case - DMart: The Indian Walmart. Indian Institute of Management Calcutta Case Research Center, Case # IIMC-CRC-2020-04.
• Ritu Mehta, Abhi Jain, 2019. Case - Deodorant Wars in India: Revival Challenge for Axe. Indian Institute of Management Calcutta Case Research Center, Case # IIMC-CRC-2019-05.
• Ritu Mehta, Abhi Jain, 2019. Teaching note of Case - Deodorant Wars in India: Revival Challenge for Axe. Indian Institute of Management Calcutta Case Research Center, Case # IIMC-CRC-2019-05.
• Ritu Mehta, Mayank More, 2018. Case - Pulse Candy: Sustaining the Brand Differentiation. Ivey Publishing, Case # 9B18A032 (W18319).
• Ritu Mehta, Mayank More, 2018. Case - Pulse Candy: Sustaining the Brand Differentiation. Ivey Publishing, Case # 9B18A032 (W18319).
• Ritu Mehta, 2016. Case - BIBA: Stitching Plans for Growth. Ivey Publishing, Case # 9B16A037 (W16531).
• Ritu Mehta. 2016. Teaching note of Case - BIBA: Stitching Plans for Growth. Ivey Publishing, Case # 8B16A037 (W16532).
• Ritu Mehta, Robin Singh. 2016. Case - Positioning Urzaa: Launching a New Energy Drink. Ivey Publishing, Case # 9B16A009 (W16224).
• Ritu Mehta, Robin Singh. 2016. Teaching note of Case - Positioning Urzaa: Launching a New Energy Drink. Ivey Publishing, Case # 8B16A009 (W16225).
• Business Press - Who shops at airport, and why? Hindu Business Line, January 14, 2016.
• Ritu Mehta, Debabrata Ghosh. 2015. Case - Optima Business Group: Leveraging Information Technology for Sales Force Enablement. Ivey Publishing, Case # 9B15A021 (W15137).
• Ritu Mehta, Debabrata Ghosh. 2015. Teaching note of Case - Optima Business Group: Leveraging Information Technology for Sales Force Enablement. Ivey Publishing, Case # 8B15A021 (W15138).

Books/Book Chapters:

• Ritu Mehta (2019). Editor, Researching Marketing Decisions: The Indian Context. Abingdon, Oxon, New York, N Y: Routledge.
• Ritu Mehta (2019). Perspective on Marketing Issues in India, in R. Mehta (ed.) Researching Marketing Decisions: The Indian Context, Routledge, 1-6.
• Mahima Kaura Mathur, Ritu Mehta, Sanjeev Swami, Sanjeev Bhatnagar (2018). Exploring the Urban BoP Market, in R. Singh (ed.) Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets, Emerald Publishing, 199 - 212.
• Ritu Mehta, Robin Singh (2017). Positioning Urzaa: Launching a New Energy Drink. Business 121 Lab Manual and Readings, editor Laura Allan, Captus Press INC.