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    Devashish Das Gupta

    Devashish Das Gupta

    Professor
    Marketing

    Prof Devashish Das Gupta is Professor of Marketing at IIM Lucknow. He has been with the institute since 2004. His total experiences of industry and academia spans around three decades.

    He was earlier with Grasim Industries Limited, Textiles Division, wherein he executed assignments in Product management and Retail Strategy. Here he worked in developing the retail network especially the exclusive showrooms. Also worked on developing innovative products within a traditional portfolio for the first time in India

    He is involved in Broad Spectrum Problem solving for organisations including Business Horizon Analysis, Integration of HR policies with Business Objectives, Marketing Strategy formulation and Marketing communication strategy.

    Devashish speaks to Global firms in India as well as overseas. Majority of client organisations have highly appreciated his Efficacy in Programme design, Pedagogy and participant involvement.

    He has undergone training at Cornell University on Policy Analysis & Programme Evaluation as well as Harvard Business School on Participant Centred Learning. Presently he is trying to help the government by advising policy interventions in controlling rural migration through Agri start-ups, transforming villages through Model Gaon project, Tourism promotion, revamping various departments through organisational restructuring, promoting handicrafts through innovative product strategy.

    20 papers in category international journals, 20 Articles published in conference proceedings, authored one textbook (single author) 'Tourism Marketing' published by Pearson. Endorsed by top American professors, including Philip Kotler.

    Devashish Das Gupta's research interests include consumer behaviour in specific spaces, such as Leisure Travel and Retail Shopping. Besides this, his interests lie in innovations in marketing practices in emerging markets.

    His research has been published in refereed journals including Industrial Marketing Management, Services Marketing Quarterly, European Retail Digest, Information Technology and Tourism, and Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behaviour

    He has executed funded research projects in the areas of Public Policy, Revival of business units, Marketing Strategy and Organisational Restructuring. In Public Policy, his focus is on Tourism, Entrepreneurship, Education and Development of Rural India.

    Devashish Das Gupta has his teaching areas spread out from the first year of PGP to second year and then both the full time and executive PhD programmes. In PGP he teaches Marketing Management, Consumer Behaviour. He has also improvised upon the traditional course of Retail Management to develop a course on Retail Strategy which focuses on an organisation’s approach towards the final leg of the distribution chain. After working for a decade on Tourist Destination Marketing and writing a book in this topic, he also offers Destination Marketing as an elective to Marketing Specialisation students in the final year of PGP. For the PhD programmes Devashish offers Theoretical Developments in Marketing which he has developed by working on Marketing theory and then adding the theoretical developments in different verticals of Marketing. He also offers a Seminar Course in Consumer Research to the doctoral students.

    • PhD from Dr B.R. Ambedkar University Agra in 2001
    • MBA from Dayalbagh Educational Institute in 1994
    • Two International programmes in Harvard Business School, Boston USA on Participant Centred Learning in 2011 & 2012
    • International Programme on Policy analysis & Programme Evaluation by Cornell University 2018
    • Programme on Enterprise Launching & Management Program at National Institute for Entrepreneurship & Small Business Development (NIESBUD) in 1995

    Prof. Devashish has been involved in multiple consulting projects. Following are the main projects executed. However, it does not include multiple student ventures wherein he is actively involved as a business advisor.

    • RESPONSIBLE LENDING STUDY- This study was conducted for a Czech organisation. Recommended changes in the operational strategy. Worked on their social media strategy especially focussing on needs of the small credit customers like need for vernacular communication for SEC C consumers. 
    • STRUCTURE EFFICACY ANALYSIS- Min of HRD Study, evaluated effectiveness of select components of primary education policy. Surveyed Schools as well as district administration across the state. All recommendations accepted by Govt. 
    • PRODUCT & BRAND STRATEGY- PCDF, UP govt. Designed new product launch (worth 14 Billion INR) and revamped marketing strategy for brand Parag. Major recommendations executed by the government of the largest state in India. 
    • TURNAROUND & BUSINESS STRATEGY- UP Handicrafts Dev and Mktg Corp Ltd. Worked on their Product strategy, Revenue model, Competitive Promotion Strategy benchmarking with players like Karnataka Handicrafts, Gurjari of Gujarat etc.
    • BUSINESS & HR STRATEGY- For SCBIHE Lucknow, an undergraduate college. Revamped their infrastructure especially classrooms and library. Worked on making the curriculum more career oriented. HR practices were rectified and documented.
    • ORGANISATIONAL RESTRUCTURING- Directorate of Medical Education, Govt of UP. Designed a new organisational structure to take care of growing medical education needs of the largest state of India. Focus was on creating a lean organisation, which can take care of future needs in areas of E-medicine, research as well as HR issues especially Legal infrastructure.
    • L&T Switchgear division has awarded certificate of achievement stating that their channel partners have achieved an annual growth of 10% in sales after undergoing my self-designed training programme.
    • Invited as member of the advisory committee of UP State Bridge Corporation in 2020
    • Invited by Zee Business to address the entrepreneurs on Marketing and Branding in their Dare to Dream Programme in 2019
    • Invited by District Administration of Banda for designing a Tourism Marketing Strategy and destination development for Kalinjar Fort and Nawab Tank in Banda in 2019
    • Nominated as Member of Board of Studies Dept. of Business Management, University of Lucknow 2018 onwards
    • Nominated in the Board of UPSRTC (UP State Roadways Transport Corporation) 2017 onwards
    • Invited to share findings of research study on Responsible Lending with senior management of all major financial institutions as well as media in Mumbai in 2018
    • Invited to deliver training to senior executives on Marketing & Brand strategy in Muscat, Oman 2011
    • Invited by Hotel Lalit, New Delhi to train its Sales Heads on Sales Leadership at The Lalit, New Delhi in 2018
    • Invited by DRDO to address 7000 defence scientists on Leadership Communication at their Mussorie based centre