I have been with IIM Lucknow's Marketing area from 2006 onwards, and currently an professor. A fellow from Institute of Rural Management Anand (IRMA). Teaching courses like Sales & Distribution and BOP & Rural Markets. My areas of research interest lie in anything which has to do with rural be it rural distribution, rural tourism, small and micro-retailers. Some of my research work has been published in journals like International Journal of Retail & Distribution and Asian Case Research journal in the recent past.