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Rashmi Ranjan Parida

Qualification
Assistant Professor, Marketing
E-mail: rrparida[at]iimj[dot]ac[dot]in

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Dr. Rashmi Ranjan Parida has diversified work experience close to a decade and half in Corporate, teaching, research, consultancy & administration. Dr. Parida holds a Ph.D. degree from IIT Kharagpur, PGDM from XIM Bhubaneswar, and B.Tech from OUAT. Dr. Parida has research interests in emerging markets, rural marketing, consumer behavior, sustainability issues, and brand loyalty and has published in reputed peer-reviewed international journals.

He has been associated with IIM Jammu since May, 2019. Currently, he holds the position of Chairperson- Placements, and previously he held the post of Chairperson- Admissions & Chairperson- Student Affairs. He is actively involved with FDPs & MDPs and is now Programme Director for two executive programs of 1 year and six months. He has provided consultancy to the PWD department of Jammu & Kashmir Govt.

Before joining IIM Jammu, Dr. Rashmi Ranjan Parida was heading the post-graduate & undergraduate management programs at the Paralakhemundi campus of Centurion University of Technology & Management, Odisha. He was instrumental in designing an international post-graduate program in Social Entrepreneurship with the Norwegian University of Science & Technology (NTNU), Norway.

Dr. Parida also has a couple of years of corporate experience in IT, Sales & Marketing in reputed organizations like Infosys, Reliance & Parle. He has conducted consultancy assignments and live projects with the Planning & Coordination Deptt, Govt. of Odisha, Oxfam India, NRHM & World bank. 
  • Ph.D- IIT Kharagpur
  • PGDM- Xavier Institute of Management Bhubaneswar (XIMB)
  • B.Tech.-Orissa University of Agriculture & Technology
  • IIT Kharagpur
  • Centurion University of Technology & Management
  • Government of Odisha
  • Reliance (Anil Dhirubhai Ambani Group)
  • Infosys
  • Parida, R. R. & Gadekar, M. (2023). A qualitative exploration to understand consumers' meat preferences in an emerging market through the TPB model. British Food Journal, (ABS,ABDC,SCI/SSCI/ESCI,Scopus), DOI : https://doi.org/10.1108/BFJ-06-2023-0476
  • Arora, S., Parida, R. R. & Sahney, S. (2022). Drivers of showrooming behaviour: insights from integrated perspectives. International Journal of Retail & Distribution Management, 50(3), 398-413. (ABS,ABDC,SCI/SSCI/ESCI,Scopus), DOI : https://doi.org/10.1108/IJRDM-09-2020-0374
  • Parida, R. R., Arora, S. & Sahney, S. (2020). Understanding consumers' showrooming behaviour: a stimulus–organism–response (SOR) perspective. International Journal of Retail & Distribution Management, 48(11), 1157-1176. (ABS,ABDC,SCI/SSCI/ESCI,Scopus), DOI : https://doi.org/10.1108/IJRDM-01-2020-0033
  • Parida, R. R. & Sahney, S. (2018). Exploration of Rural market and Rural marketing. Journal of Asia Pacific Marketing and Logistics, 30(2), 297-308. (ABS,ABDC,SCI/SSCI/ESCI,Scopus)
  • Parida, R. R. & (2018). Is Gender Relevant in Management. Teorija in praksa, 55(3), 542-552. (Scopus)
  • Parida, R. R. & Sahney, S. (2017). Cultural Influence on Brand loyalty of rural consumers in the Indian context. Journal of Asia business studies, 11(2), 60-72. (ABDC,SCI/SSCI/ESCI,Scopus)
  • Parida, R. R. (2017). Indian MBA: A paradigm shift. Asian Journal of management, 8(1), 87-91
  • Parida, R. R. (2016). An Esoteric View on Brand Loyalty. International Journal of Research in Management and Business, 2(1), 19-24
  • Parida, R. R. (2016). The Monk who took away market Chuck: A case on Patanjali. Centurion Journal of Multidisciplinary research, 2(1), 112-221
  • Parida, R. R. & Sahney, S. (2014). Easy access: a case study on rural marketing. Emerald Emerging Markets Case Studies, 4(3), 1-10. (ABDC)
  • Parida, R. R. (2024). Consumer wellbeing in an Emerging Market and role of Sharing Economy Services. PAN IIM World Management Conference IIM Sambalpur Sambalpur:
  • Gandhi, K. & Parida, R. R. (2024). Why do you Follow Comedy Influencers? A Qualitative Approach. 3rd International conference in Marketing IIM Shillong Shillong:
  • Parida, R. R. (2022). The role of family values and income in determining sustainable consumption behaviour explained through an extended Theory of Planned Behaviour.. International Conference on 'Shaping the Future of Management Education for Sustainable Emerging Economies' (SFME 2022) IIT Roorkee & Arizona State University, USA Department of Management Studies (DoMS), IIT Roorke:
  • Parida, R. R. (2021). Adaptive Contingency Model for Marketing under Disruptive Events. INTERNATIONAL CONFERENCE ON REINVENTING THE FUTURE OF WORK AND BUSINESS : CHALLENGES, OPPORTUNITIES AND THE PATH AHEAD KIIT University Bhubaneswar:
  • Parida, R. R. (2019). Issues and challenges of business and skill concepts in India. Abstract Proceeding: International conference on Issues and challenges of business in emerging economy Birla Global University, (pp.48-50). May fair hotel, BBSR: BGU
  • Parida, R. R. & Nayak, U. (2018). Urbanization, Water and Governance- A sustainable perspective. Abstract book: XUB sustainability summit 2018 Xavier University, Bhubaneswar, (pp.81-82). XUB: XUB
  • Parida, R. R. (2018). Sociography and brand loyalty in the Indian rural market. Abstract Proceeding: 12th NASMEI International Marketing Conference 2018 Great Lakes Chennai, (pp.50-52). Great Lakes Chennai:
  • Parida, R. R. (2017). Psychographic Impact on the brand loyalty of customers in the rural market. Abstract Proceeding: 7th IIM Ahmedabad Conference on Marketing in Emerging Economies IIM A, (pp.53-56). IIM A:
  • Parida, R. R. (2017). Is Gender relevant in Management?. Abstract Proceedings: International Conference on Gender and Management: Issues & Challenges BIMTECH, Bhubaneswar, (pp.9-10). Mayfair, BBSR:
  • Parida, R. R. (2016). Impact of Psychograph on brand loyalty. Proceeding: 10th NASMEI International Marketing Conference 2016 Great Lakes Chennai, (pp.50-54). Great Lakes Chennai:
  • Parida, R. R. (2016). Sustainable Indian MBA. Proceeding: XUB sustainability summit 2016 XIMB, (pp.131-132). XIMB:
  • Parida, R. R. & Sahney, S. (2016). Influence of psychographic factors on the brand loyalty of rural consumers”. Abstract Proceeding: Management doctoral Colloquium & Research Scholar Day IIT Kharagpur, (pp.56-56). VGSOM, IIT Kgp:
  • Parida, R. R. & Sahney, S. (2015). Cultural Influence on Brand loyalty. Abstract Proceeding: Management doctoral Colloquium & Research Scholar Day IIT KGP, (pp.8-8). IIT KGP:
  • Parida, R. R. (2020). The silhouette of Change in the COVID era through the prism of the Kübler-Ross model, Life in virtual world Elsevier Digital Commons, ISBN # 978-93-83060-20-7
  • Parida, R. R. (2018). If you were mine, Mellifluous (pp. 75-81 ). Viswabharati Research Center
  • Parida, R. R. & Sahney, S. Easy Access: A case study in Marketing, (2014) Emerald Emerging Markets Case Studies, UK 4, 3, (pp.1-7), https://www.emerald.com/insight/content/doi/10.1108/EEMCS-10-2013-0201/full/html
  • Marketing Management
  • Advanced Marketing Research
  • Product & Brand Management
  • Marketing Analytics
  • Rural & Agricultural Marketing
  • Business Research Methods
  • IMC

Project and Consultancy:

  • Consulting assignment on re-organization & restructuring of PWD Department, Govt. of J&K
  • Project Coordinator for Unnat Bharat Abhiyan , the flagship programme of MHRD,Govt of India.
  • Associate consultant in designing strategy for Odisha operation for OXFAM-India (2011)
  •  Associate in consultancy project of NABARD during 2014-15 in an assessment study for creation of possible Farmers’ producer’s organizations in Odisha for the NABARD supported WADI & Watershed Project Areas
  • Research Associate in a study of World Bank on status of SC/ST students in engineering education (2016)
  • Team Member in designing PIP (Programme implementation Plan) for the year 2011-12 for NRHM (National Rural Health Mission), Odisha.
  • Project Coordinator for preparing five years Prospective Plan (2012-17) and Annual plan (2012-13) for Kandhamal Districts of Odisha. It was a Planning and Coordination Department, Govt. of Odisha consulting assignment.
  • Project Coordinator for preparing Comprehensive District Plan (2011-12) project forNayagarh and Kandhamal Districts of Odisha.
  • Project Coordinator for preparing Comprehensive District Plan (2009-10) & (2010-11), Rayagada District of Odisha

 

MDP,FDP, Executive Education & Training:

  • Programme Director, Effective Leadership for branch Managers, JK Bank 2023.
  • Programme Director, One year Executive Program in General Management (EPGM)
  • Programme Director, PDT for senior faculty members under TEQIP from Jan 20-24, 2020 at IIM Jammu
  • Programme Director for Capacity Building programme funded by ICSSR, MHRD,Govt of India (February, 2019)
  • MDP/ training of executives of SJVN (Satluj Jal Vidyut Nigam)
  • Conducted training programme for CBSE school Principals at IIM Jammu
  • Conducted number of training sessions for entrepreneurs under Prime Minister Employment Generation Programme.
  • Conducted training programme on customer orientation and services marketing for Post masters of Berhampur Zone, Postal Department, Govt. of India.
  • Conducted Training programmes for teachers of Centurion Public School.
  • Conducted Training sessions for admission staffs of Centurion University of Technology & Management.

  • Second topper in the University in Graduation
  • Best Paper Award for the paper “Urbanization, Water and Governance- A sustainable perspective” at XUB sustainability summit 2018 on 9th February 2018 held at Xavier University, Bhubaneswar.
  • Best Paper Award for the paper “Sociographics of rural consumers in India” at International Conference on Rural Management on 24th November 2017, held at Xavier University, Bhubaneswar.

  • Senior Member (Lifetime Membership) of International Society for Research & Development (ISRD)
  • Academy of Marketing