I am a doctoral candidate in the marketing area at the Institute of Rural Management Anand (IRMA). After completing my Post Graduate Diploma in Rural Management from the same institute in 2010, I worked for two years in the financial inclusion and micro-insurance sectors. My areas of academic interests lie in the field of brand management and consumer behaviour in emerging economies and more specifically in rural India. I have submitted my doctoral thesis which looks into Consumer-Brand Relationships in rural India. I have published my research in various national and international journals and also presented my research in national and international conferences.