Piyush Kumar Sinha

Piyush Kumar Sinha
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Piyush Kumar Sinha
Piyush Kumar Sinha
piyush@iimnagpur.ac.in
Area Academic Affiliation Qualification
Marketing Faculty Ph.D.
  • Overview
  • Research & Publications
  • Teaching
  • Training and Consulting
  • Administration

Dr. Piyush Kumar Sinha is Director, CRI Advisory and Research. He has more than 40 years of Teaching, Research, Advisory and Training as well as Managerial experience in Entrepreneurship
and business strategy for product and service organisations (B2C and B2B). He has been involved in more than 100 advisory and training initiatives.

He served on Government of India deputation as the Advisor, Rwanda-India Entrepreneurship Development Centre at Kigali, Rwanda till November 2023. He is also the Chief Mentor, SVEP, a,
initiative of Government of India, at EDII. Under this programme, he has been involved in setting up entrepreneurial ecosystems in more than 15 states of India which has helped 100,000 rural
people to become entrepreneurs.

He was a Professor in Retailing and Chairperson, Centre for Retailing as well as Chairperson, Marketing at IIM Ahmedabad, till March 2018. Before IIMA, he has taught at IIM Bangalore, XIMB
and was Dean at MICA. He has served as marketing manager of two leading consumer product and service companies. He serves on boards of several companies. Prof. Sinha holds a Ph.D. in
Management.

Research Work
1. Papers and Presentations:

  • Retailing: 63
  • Marketing: 33
  • Healthcare: 5
  • Luxury and Lifestyle: 5
  • Entrepreneurship: 3

2. Cases: 30

  • Retailing: 12
  • Marketing: 13
  • Entrepreneurship: 3
  • E-Commerce: 2

3. Books: 7

  • Retailing: 1
  • Marketing: 2
  • Service Marketing: 1
  • Healthcare Service Leadership: 2
  • Entrepreneurial Leadership: 1

Sinha Piyush Kumar, Banerjee Arindam and Uniyal Dwarika (2002), “Deciding Where to Buy: Store Choice Behaviour of Indian Shoppers”, Vikalpa, No. 2, 13 - 27.

2. Sinha P K (2002), “The World within the Shop”, Praxis – Business Line Journal of Management, January, 43 – 49.

3. Anuradha Mohan Kumar, Sinha Piyush Kumar and Rajneesh Krishna (2003), “Kids in a Kirana Store: Building a Case for Retail Communication", Journal of Brand Management, Vol. 10 (3), February, pp. 219 - 232.

4. Sinha Piyush Kumar (2003), “Shopping Orientation in the Evolving Indian Market”, Vikalpa, Vol. 28 (2), April - June, pp. 13 - 22.

5. Sinha Piyush Kumar and Prasad PV (2004), "Reference Prices - Impact of Shopper's Behaviour at the Store", Decision, Vol 31 (1), January – June, pp. 19 - 50.

6. Sinha Piyush Kumar and Banerjee Arindam (2004), "Store Choice in an Evolving Market", International Journal of Retail and Distribution Management, Vol. 32 (10), pp. 482 – 494.

7. Sinha Piyush Kumar and Dwarika Prasad Uniyal (2005), “Using Observation Research for Segmenting Shoppers”, Journal of Retailing and Consumer Research, Vol. 12, pp. 35 – 48.

8. Dholakia Nikhilesh and Sinha Piyush Kumar (2005), "Observations on Observation in India’s Dynamic Urban Markets", FQS: Forum Qualitative Sozialforschung / Forum: Qualitative Social Research, http://www.qualitative-research.net/fqstexte/1-05/05-1-13-e.htm, Vol. 6, No. 1, January, Art, 13

9. Sinha Piyush Kumar and Sanjay Kumar Kar (2006), “Insights into the Growth of New Retail Formats in India”, in Retailing in the 21st Century by Murali Mantralam and Manfred Krafft, Springer, Heidelberg

10. Walter van Waterschoot, Piyush Kumar Sinha, Patrick van Kenhove, and Kristof DeWulf (2008), “Consumer Learning and its Impact on Store Format Selection”, Journal of Retailing and Consumer Services, 15, pp. 194 – 210

11. Sinha Piyush Kumar, Bermuda Triangle and the Indian Retail Industry, Footfall, FICCI Retail Newsletter, October – November, 2008, 5 – 6.

12. Sinha Piyush Kumar, Living in Bermuda Triangle, Footfall, FICCI Retail Newsletter, December 2008 - January 2009, 6.

13. Sinha Piyush Kumar, Don’t Fight Nature – Yours and Others, Footfall, FICCI Retail Newsletter, March – April, 2009, 4 – 5.

14. Piyush Kumar Sinha, Anand Kumar Jaiswal and Rakesh Niraj, “Online Retailing in India”, in Mantralam Murali and Manfred Krafft (Eds.), Retailing in India and China; Publisher Springer, Forthcoming

15. Singh Kamaljit Anand and Sinha Piyush Kumar (2009), “Store Format Choice in an
Evolving Market: Role of Affect, Cognition and Involvement”, The International Review of Retail, Distribution and Consumer Research, Vol. 19, No. 5, 505–53

16. Waterschoot van Walter, Lievens Annouk, Sinha Piyush Kumar and Haes Joeri De(2011), “The Classic Conceptualisation and Classification of Distribution Service Outputs – Time for a Revision?”, European Retail Research, Vol 24 (2), pp. 1 – 32.

17. Sinha Piyush Kumar, Srikant Gokhale and Saurabh Rawal (2015), “Online Retailing Paired with Kirana—A Formidable Combination for Emerging Markets”, Customer Needs and Solution, Vol. 2, pp. 317 – 324

18. Dewani Prem Prakash, Piyush Kumar Sinha and Sameer Mathur (2016), "Role of gratitude and obligation in long term customer relationships", Journal of Retailing and Consumer Services, 31, 143-156.

19. Abhishek and Sinha P K (2016), “Elements of task definition in shopping situations: a study of Indian customers in context of products high on haptic salience”, International Journal of Indian Culture and Business Management, 13(2), 243-265.

20. Piyush Kumar Sinha, Suraksha Gupta and Saurabh Rawal (2017), "Brand Adoption by BoP Retailers", Qualitative Market Research: An International Journal, Vol. 20 Issue: 2, pp.181-207, doi:10.1108/ QMR-07-2014-0056

21. Mishra H G, Sinha P K and Koul S (2017), "Customer Dependence and Customer Loyalty in Traditional and Modern Format Stores", Journal of Indian Business Research, Vol. 9 Issue: 1, pp. 59-78. https://doi.org/10.1108/JIBR-12-2015-0126.

22. Koul Surabhi, Piyush Kumar Sinha and Hari Govind Mishra (2018), "Customer perceptions of product assortment leading to store patronage: a study of small retailers", International Journal of Business and Emerging Markets, 10 (2), 147 – 159.

23. Gupta, R., Sinha, P. K., Sahu, A., & Sood, V. (2021). Success Drivers of Urban Haats Selling Craft Products. International Journal of Rural Management, 17(1), 120-139.

24. Sinha, P. K., Rawal, S., & Sinha, A. (2024). Brand Adoption by BoP Retailers. International Journal of Rural Management, 0(0).
https://doi.org/10.1177/09730052241274413

  • Professor, Indian Institute of Management Ahmedabad (IIMA): October 2001 – April 2018
  • Professor and Dean, Mudra Institute of Communications Ahmedabad (MICA): June 1999 – October 2001
  • Marketing Manager, Rasna Enterprises Ltd: September 1998 – June 1999
  • Marketing Manager, Gujarat Gas Company Ltd: February 1995 – September 1998
  • Associate Professor, Mudra Institute of Communications, Ahmedabad (MICA): January 1993 – January 1995
  • Visiting Faculty, Indian Institute of Management, Bangalore (IIMB): July 1991 – January 1993
  • Associate Professor, Xavier Institute of Management, Bhubaneswar (XIMB): July 1988 – June 1991
  • Lecturer, Sardar Patel University, Gujarat: September 1981 – June 1988

  • Empowering Women through Gainful Employment
  • Empowering Rickshaw Puller
  • Assisting Farmers for a better cropping pattern
  • Managing Food Supply Chain through Farmer and Vendor Empowerment
  • Managing Back-End of Nursing Homes
  • Entrepreneurship Institute
  • Rural Communication Initiative
  • Micro-Finance
  • Solar LED Lighting
  • Bio-Diesel
  • Sales Force Automation
  • Plantation and Retailing of Farm Produce

  • Director, CRI Advisory, Since January 2018
  • Chief Mentor, SVEP, EDII, Ahmedabad, Since April 2018
  • Advisor, Rwanda – India Entrepreneurship Development Centre, Kigali, Rwanda, November 2021 – November 2023
  • Senior Visiting Professor, EDII, Ahmedabad, Since November 2023