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    Devashish Das Gupta

    Devashish Das Gupta

    Associate Professor
    Marketing

    Devashish has been with IIM Lucknow for the last 17 years. He was earlier with Grasim Industries Limited, Worsted Suiting’s division, wherein he executed assignments in Brand promotion and retail network development. His core area is Marketing Management wherein he focuses on Consumer Behaviour, Retail Management and Destination Marketing. As a part of the 4 member Noida Core Committee he actively contributed in establishing the academic programme in the new satellite campus of IIM Lucknow at Noida.

    He is involved in Broad Spectrum Problem solving for organisations which includes Business Horizon Analysis, Integration of HR policies with Business Objectives, Marketing Strategy formulation and Marketing communication strategy with an emphasis on Brand Equity. He trains senior and middle level executives in Sales Leadership, Business Efficacy, as well as Integration of Product and Brand with Marketing Strategy. He has undergone training at Cornell university on Policy Analysis & Programme Evaluation and Harvard Business School on Participant Centred Learning.

    Devashish has research interests in the areas of consumer behaviour aspects in some specific spaces. Main among them are Leisure Travel and Retail Shopping (both online and offline). Besides this his interests lie in innovations in Marketing practices in emerging markets.

    His research has been published in refereed journals including Services Marketing Quarterly, European Retail Digest, Information Technology and Tourism, The Marketing Review, and Academy of Marketing Studies Journal. His research has also been appreciated in conferences like AMA Summer Conference 2020 San Francisco, AIRSI 2020 Zaragoza, and Retail Conference of Oxford University.

    He has also executed funded research projects in the areas of Public Policy, Revival of business units, Responsible Lending, and Business Strategy

    His book on Tourism Marketing published by Pearson Education is focused on Marketing of a Tourist Destination. It has been endorsed by renowned marketing professors like Phillip Kotler.

    • Consumer Behaviour 
    • Retail Management
    • Consumer Research (PhD Level)
    • Theoretical Advances in Marketing (PhD level)
    • Integrated Marketing Communication
    • Ph.D.
    • MBA
    • Navigator Project on Responsible Lending (India Edition) (2017-18) Navigator India study on Responsible Lending is a broad spectrum study in the area of consumer finance done for the first time in India.
    • Designing a Revival and Business Strategy for UP Handicrafts Development And Marketing Corporation Ltd. (2016-17)
    • Designing Business Strategy along with Infrastructure and Manpower planning for SCBIHE, Lucknow an undergraduate college imparting education in Science, Commerce and Education (2016-17)
    • Designing of Strategy for Revival of Milk Unions in UP. In this project studied the market scenario of PCDF and designed an exhaustive marketing strategy for Parag. (2012-13). Based on the report UP Govt has agreed to come out with plants for new products worth 1400 crores.
    • Evaluation of Effectiveness Of BRCs And CRCs In Providing Academic Support And Supervision To Elementary Schools. (2007-08).