Devashish Das Gupta
Associate Professor
Specialization : Marketing
Qualification :
  • PhD
  • MBM
Contact No. : +91 522 2736648
Email Id : devashish[at]iiml[dot]ac[dot]in
 Personal Webpage
Bio Data
Teaching Areas
Research Areas
Consulting Areas
Position Held
Recent Publiaction, Article, Cases
Awards & Recognitions
Bio Data
Prof. Devashish Das Gupta has 20 years of industrial and academic experience in the field of Marketing and Retail. He works in the area of Shopping Behaviour, Innovations in Marketing Practices, Customer Value Proposition and Destination Branding and Food Retailing. Prof Devashish also conducts workshops on Leadership in Practice as well as Pedagogy and Case Methods. He was earlier with an Indian MNC wherein he executed assignments in retail network development, product development and exclusive showroom network development. He has served as a management consultant and corporate trainer to many MNCs in India. Prof Devashish is an avid teacher, trainer and researcher in the core domain of marketing. He has published in reputed journals and also authored few books His book “Tourism Marketing” published by Pearson is a first book in the genre of Destination Marketing. Prof Devashish is known for his practical orientation and hands-on approach in his training. He believes marketing to be a function of innovation, Innovision and service/value interventions. His details can be seen at
Teaching Areas
  • Marketing Management
  • Marketing Theory (FPM)
  • Retail Research (FPM)
  • Consumer Behaviour
  • Retail Management
  • Food Retailing
  • Integrated Marketing Communication
  • Destination Marketing
  • Case Method of Teaching and Innovations in Pedagogy (FDP)
Research Areas
  • Senior Citizen Shopping Behaviour
  • Food Shopping Behaviour
  • Retail Value Chain
  • Tourist Destination Marketing  &Tourist Shopping Behaviour
  • Modelling Customer Value Proposition
  • Marketing Interventions in Customer Decision Support System
Consulting Areas
  • Innovations in contemporary management and marketing practices
  • Service Interventions to increase Customer Value Proposition
  • Retail Communication (In-store and External)
  • Innovations n Product and Service Promotion
  • Destination Branding and Vision development for developing a tourist destination
  • Agri Input and Primary Products Marketing
  • Institution Building
Positions Held
Sl. No. Name of Institute/Organization Designation Date from Date to
1. IIM Lucknow Assistant/Associate Professor 2004 Till Date
2. Nirma Inst of Mgt, Ahmedabad Sr. Lecturer/ Assistant Professor 1999 2004
3. DayalbaghEducational Inst (Deemed University) Lecturer 1997 1998
4. Grasim Industries Limited ASM 1994 1997
Recent Publications, Articles, Cases
  • Harshit Maurya, Devashish Das Gupta (2015) “Exploration Of Country Of Origin Effect In Services: Literature Driven Approach” The Marketing Review, West burn Vol.15 No.3 (August 2015) (ISSN: 1469-347X)
  • Devashish Das Gupta, Utkarsh (2014) “Assessing the website effectiveness of top ten tourist attracting nations” Information Technology & Tourism, Springer14-2:151-175 (ISSN 1098-3058)
  • Devashish Das Gupta, Atul Sharma (2009) "Customer Loyalty And Approach Of Service Providers: An Empircal Study Of Mobile Airtime Service Industry In India" Services Marketing Quarterly 30:4,342 — 364, Routledge, Taylor & Francis Group Volume 30, Number 4. (ISSN: 1533-2969)
  • Devashish Das Gupta (2011) Connecting with Customers, Chapter in the book International Business in the 21st Century, Volume 2 Going Global: Implementing Business Operations, , Editor Bruce D. Keillor & Vijay Kannan, Praeger Publication US
  • Devashish Das Gupta (2010), Tourism Marketing, Pearson Education, New Delhi pp 300, ISBN 9788131731826
Awards & Recognitions
  • Invited to conduct a training programme for overseas executives at Muscat, Oman in 2011
  • Invited as reviewer by International Journal of Tourism (Elsevier), Asian Case Research Journal and Vikalpa (IIMA), Management Review(IIMB), Impact (IIM I) & Metamorphosis (IIML)
  • Book on Tourism Marketing has received positive reviews by Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, North-western University, Professor Liping A. Cai, Director, Purdue Tourism and Hospitality Research Center, & Associate Dean, College of Consumer and Family Sciences, Purdue University, Dr. Russell Arthur Smith, Interim Dean, Cornell-Nanyang Institute of Hospitality Management, Nanyang Technological University Nanyang Business School, Singapore, Arch Woodside, Professor of Marketing, Boston College, Massachusetts, USA
  • Participated in training programmes and workshops at Harvard Business School, London School of Economics, Judge Business School, Univ of Cambridge, Nyenrode Business School, Netherland, Central Plan Bureau, Hague, European Commission, ESCP, Paris, ISB Hyderabad and NIESBUD, New Delhi