Ph.D. (IIT Kharagpur), Assistant Professor – Marketing, Retail and Entrepreneurship

Contact: +91-33-6652 9659


Area of Interest
  • Marketing
  • Consumer Behavior
  • Advertising and Sales Promotion
  • Retail Marketing
  • Media Marketing
  • Entrepreneurship

Rituparna Basu

Ph.D. (IIT Kharagpur), Assistant Professor – Marketing, Retail and Entrepreneurship

Dr. Basu completed her Ph.D. in Management from the Indian Institute of Technology, Kharagpur. She specializes in Marketing and her doctoral thesis titled Store Format Choice in Emerging Retail Markets speaks of her expertise in contemporary marketing theories and practices. Dr. Basu is an alumnus of St. Xaviers’ College, Kolkata and holds a B.Sc degree with Economics honors. She also has a gold medal to her credit for her Masters in Business Administration. Dr. Basu has over 10 years of industry-academia experience. She has worked with some of the best known media companies like AMSI (an Indo-Malaysian joint venture with Power FM and Aamar FM radio stations in Kolkata), Sanmarg (a leading vernacular newspaper) and a startup niche magazine on education abroad called “Ready to Go?”, in national sales and marketing profiles for around 5 years prior to joining IIT. During her IIT days she attended a student exchange programme on International Marketing at the University of Nebraska, Omaha and had the opportunity to meet the legendary Mr. Warren Buffet and some of the best known American CEOs as part of the contingent from IIT. She was part of the IIMA Summer School 2012 on Data Analytics.

Previously she taught papers in marketing, consumer behavior, retail marketing strategy, trends in global retail, CRM and advertising & sales promotion as a visiting professor to IISWBM and Techno University. She had also conducted several corporate training sessions in sales and communication at companies like Bengal Ambuja, Usha Telehoist and Quotient Engineering Inc. Currently she teaches papers in marketing management, product management, CRM and entrepreneurship at IMI-Kolkata. She is also active as a facilitator of MDPs for Allahabad bank, CESC and various open MDPs that are offered by IMI-Kolkata.

As a researcher, she has authored research papers in international journals and conferences. She is very keen on practicing and publishing collaborative applied research with pragmatic integration of quantitative and qualitative methodological approaches.  

Journal Publications


Conference Proceedings

  • Basu, Rituparna., and Dixit, S. (2013). “A Conceptual Review of CHAID Response Modeling in Marketing Research”, in proceedings of 7th ISDSI & 5th OSCM International Conference.
  • Basu, Rituparna., and Sengupta, K. (2011). “Customer Perception of Single Brand and Multi Brand Retail Formats: An Empirical Evidence in India” in proceedings of AIMS8 and IIMA conference selected papers, paper ref no. P8388.
  • Basu, Rituparna., and Dey, S. (2009). “Green Marketing as a Strategic Flexibility Option: A Comparative Sectoral Insight” in Proceedings of GLOGIFT conference, NITIE.
  • Basu, Rituparna. (2007). “Inquiring a Cross Effect of Marketing a Media Product on its Advertising Market”, in Proceedings of National Conference on Business Optimization Research Wave, NITIE.
  • A paper titled “Role of Children in Family Purchase across Indian Parental Clusters” authored by Dr. Rituparna Basu of IMI-Kolkata and Dr. Neena Sondhi of IMI Delhi has been accepted for publication in the Young Consumers: Insight and Ideas for Responsible Marketers, an Emerald journal.

    The paper explores the evolving status of children as active consumers in the emerging Indian market by assessing their impact on family buying practices across distinct parental clusters. The study uses a dataset collected from parents in Kolkata and Delhi to understand their attitudes towards parenting and the consequent empowerment of their children for actively participating in family purchase decisions around varied children’s product categories. The empirical evidences presented in the paper hint at the growing role of children in family purchases and their transformation into active consumers in an evolving market. Thus it adds to the existing under-represented family consumption literature with more market specific insights.
  • A paper titled “Do Apparel Store Formats Matter to Indian Shoppers?” authored by Dr. Rituparna Basu has been accepted for publication in the much noted International Journal of Retail and Distribution Management, an Emerald publication.

    The article explores store choice behaviour of Indian apparel shoppers and analyses the factors influencing their choice of retail formats from an emerging market perspective. The research draws on a dataset of 336 structured questionnaires with adult urban Indian respondents to understand their perceptions about organized and unorganised apparel store formats. The exploratory study uses a comprehensive list of demographics, shopping situations and format stimuli parameters along with two established psychographic scales to assess the extent of their effect on the store choice of apparel shoppers. Thus the paper attempts to enumerate befitting analyses of factors that influence the store choice behaviour of apparel shoppers by using apt format classifications that are specific to the emerging retail market scenario in India.
  • Basu, Rituparna. (2013). “Are They Really Different? A Study on Apparel Shoppers’ Retail Format Perception in US and India”. Global Business Review (accepted for publication in January-February 2015 issue)
  • Basu, Rituparna., (2013). “A Review of Contemporary Retail Formats in Emerging India”, Indian Journal of Marketing, Vol. 43 No.11, pp. 30-35

    Trends of globalization coupled with reduced trade barriers are inducing competitive retailers to shift focus away from the hitherto attractive developed markets towards investing in the emerging underserved geographic markets. However, getting it right in the emerging markets requires thoughtful judgments on the existing structure and dynamics of the new markets. In the wake of relaxing regulatory climate, India’s position as an attractive retail destination calls for scrutiny and introspection. While retail practitioners are critically exploring alternatives to come up with innovative India-specific retail business models or formats, an account of the modern retail landscape in India comes handy. Hence, the present paper attempts to present an account of the current retail formats in emerging India as a collation of evidences and estimations available from literature and other sources of academic interest that could be used as a point of reference by indigenous retail theoreticians and practitioners.
  • Basu, Rituparna., Sengupta, K., and Guin, K. K. (2012). “Format Perception of Indian Apparel Shoppers: Case of Single and Multi Brand Stores”, IUP Journal of Marketing Management, Vol.XI, No.3 (August 2012); pp. 25-37.

    Dwindling retail market share in the developed countries direct attention to a critical appraisal of the potential in emerging markets. While store choice can be an outcome of several interdependent factors, understanding the impact of shoppers’ format perception on their decision process helps in analyzing the developing attitude of the Indian retail customers. As organized retail market in India still evolves with notable dominance in categories like apparel, the present paper aims at exploring the formative attitude of the Indian apparel shoppers with respect to the single and multi-brand store format options. Demographic profiles are found to influence format preferences. The survey reveals that the urban Indian middle class, with leisure-oriented shopping motive, desire multibrand stores to satisfy their shop-and-fun needs. Time-constrained urban female population along with senior citizens prefer single brand formats to suit their objective-driven shopping needs. The articulation of the format perception of the Indian apparel shoppers not only aids the existing and prospective retailers in formulating sustainable formats, but also serves as a foundation for a deeper probe into the retail consumer behavior research domain specific to emerging markets.