Dr. Paromita
Department of Marketing Management
School of Management and Entrepreneurship (SME)
Block-D, Shiv Nadar University
Gautam Buddha Nagar Uttar Pradesh
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Profile Summary 

Paromita started her career as an entrepreneur of a homeopathic medicine manufacturing unit doing A-Z of all kinds of activities . . . starting from getting myriad Govt. licences to selling in far-flung small towns of Bengal. She accidentally ended up in a college class-room lecturing (only because she couldn't say 'no' to her then-mentor who taught at that College). Those days part-time lecturers were paid Rs. 400 per month. Somehow she ended up clearing NET, SLET and again found herself in St. Xavier's College as Lecturer in Commerce. Initially it was part-time, and then her teacher and collegue went away to Calcutta University on lien; and she got that position. An accidental-teacher, she ended up loving her job, and stayed with St. Xavier's for 7 years. She did her Ph.D. in Marketing from BITS Pilani on psychographics and consumption of Kolkata college-goers (mainly because her students fascinated her, and she was curious to know what drives them). Then she hopped from ICFAI Business School to Xavier Insitute of Management Bhubaneswar to University of Pittsburgh. By this time, she got interested in trying to understand how societal problems may be seen through consumption and marketing lens. Her research interests moved from youth consumption to green marketing, from religious violence to gender violence, from eco-labeling to gender discrimination in education, from sustainable menstruation to North Indian masculinity and consumption, from critical marketing approach to examine clinical depression to well-being intervention for college students.

She was blessed to have Professor Gerald Zaltman of Harvard Business School mentor her post-doc work. She used a combination of ethnographic enquiry and ZMET, a patented consumer research tool, to complete this study.

After finishing her post-doctoral studies in US, she returned to Gurgaon to take the helm of affairs of a boutique consumer research and branding consultancy that was headquartered in Shanghai. 

She is a keen follower of meditative practices, and her best life-lessons have come from being a single mother. She believes that life is beautiful, and is to be lived in the moment, with no regrets whatsoever.

Educational Qualifications 
Birla Institute of Technology and Sciences, Pilani
Work Experience 
Director, Insights and Realization,
TMRC Research and Strategy Pvt. Ltd.
Centre Associate, University Centre for International Studies,
University of Pittsburgh
Associate Professor, Marketing ,
Xavier Institute of Management, Bhubaneswar
Assistant Professor, Marketing ,
Xavier Institute of Management, Bhubaneswar
Faculty Member, Marketing ,
ICFAI Business School, Kolkata
UGC Lecturer in Commerce,
St. Xavier’s College, Kolkata
James T. Kent Homeo Lab Pvt. Ltd.
Teaching & Research Interests: 

Teaching Interests: Marketing Management, Consumer Behavior, Gender Violence and Social Marketing for Social Change, Retail Management

Research Interests: Sexual Violence and Consumption, Sustainable Menstruation and Social Entrepreneurship, Clinical Depression from Critical Marketing Perspective, Religious Violence and Social Marketing of Peace, Psychographics and Youth Consumption, Effect of big retail on small retail, Green Consumption of Apparel

Conferences (Select): 

(1) Goswami P., Ghosh J., Lokamba R. (2018) ‘Tabooed Non-Consumption of Mental Health Support Services and Dependence on Informal Social Support Networks: A Study Using Mixed Methodology’, presented at 12th Great Lakes NASMEI Marketing Conference to held at Chennai on 20-21 December 2018

(2) Ghosh J., Goswami P. (2018), ‘Can Social Support Network Analysis help design better Campaigns targeting Clinically Depressed College Students?’, accepted for presentation at Journal of the Academy of Marketing Science India Conference, scheduled from April 26-28, 2018 at Indian School of Business (ISB) Hyderabad

(3) Goswami P. and Chaudhuri A. (2017). ‘Are Market forces playing a role in the epidemic growth of the “Diagnosis” of Clinical Depression? A Conceptual Note’, presented at 2017 MARCON IMI Kolkata Conference to be held in Kolkata on 18-19 December 2017

(4) Goswami P., Chaudhuri A., Roy Chaudhuri H. (2017), ‘Handling Student Depression in Indian College Campuses: An Agenda for Formative Research for Social Marketing Campaigns’, presented at 2017 Great Lakes NASMEI Conference to be held in Chennai on 22-23 December 2017

(5) Chaudhuri H.R., Fowler J.G., Goswami P. (2017), ‘Cathartic Masculinity: Men, Masculinity & Market’, presented at the 42nd Annual Macromarketing Conference held at University of Otago, Queenstown, New Zealand from 19-23rd June 2017

(6) Ray S., Goswami P., Roy P.S. (2016), “‘Wings to fly’- but to where? Menstrual hygiene, marketization and vulnerability among subaltern women in India”, presented at the 41st Annual Macromarketing Conference held at Trinity College Dublin, Ireland from 13-15th July 2016

(7) Harris L., Lambert M., Goswami P. (2016) ‘Bridging the gap between disciplines, and developing cultural competencies with technology-aided conversation: A Case of SNU-Duke University course-level Collaboration’, accepted for the Conference on Breaking Boundaries: Interdisciplinarity, E-learning and Universities without Walls, Project E-QUAL Second Academic Conference held on 7-8 January 2016 at Jadavpur University, Kolkata

(8) Goswami P., Roy P.S. (2015), ‘Is Peace-building possible through Marrying Social Enterprise and Social Marketing? A Conceptual Model’, accepted for presentation at the 2015 World Social Marketing Conference, organized by the University of Wollongong, held in Sydney between April 19-21, 2015

(9) Goswami P. (2014), ‘Social Marketing Approach to Revoke Terrorists’ Societal License to Kill: Peacebuilding between Christians and Muslims with ZMET Formative Research’, paper accepted for oral presentation at the 23rd Annual Social Marketing Conference: Idea Beyond Borders to held at Sheraton Sand Key Resort, Clearwater Beach, Florida, USA, Sponsored by University of South Florida, held on 20-21 June 2014

 (10) Goswami P. (2012), ‘Religion of Peace or Religion of Violence: Formative Qualitative Research based on Ethnography and ZMET to Design a Social Marketing Intervention to Improve Christian-Muslim Relationship in USA’, presented poster at the 22nd Annual Social Marketing Conference: Idea Beyond Borders held at Sheraton Sand Key Resort, Clearwater Beach, Florida, USA, Sponsored by University of South Florida, held on 15-16 June 2012

(11) Goswami P., Mishra M.S. (2011), ‘I believe more in the print advertisement; I believe less in the TV advertisement’: A Study on Efficacy of HIV/AIDS Advertisement on Indian Youth’, Proceedings of the 4th IIMA Conference on Marketing in Emerging Economies on January 5-7, 2011 at IIM Ahmedabad, pp 35-40

(12) Goswami P. (2010), ‘Can Non-violence be Promoted to Stop Terrorism?’, presented at the  International Marketing Conference on December 27-29, 2010 at IIM Calcutta

(13) Goswami P., Sen S. (2010), ‘Who are the Victims of Gender Discrimination in the Choice of Stream of Education: Boys or Girls? A Study on Undergraduate Bengali Students of West Bengal, India’, presented at the International Conference on Demography, Culture and Marketing on 14-16 December 2010 at XIMB, Proceedings of Abstracts pp 36, book chapter in Anand S., Kumar I. (eds) Selected Papers in Development Studies, Lambert Academic Publishing, pp 62-74

(14) Goswami P. (2009), ‘Resisting Indoctrination to Violence by Religion-based Terror Groups with Social Marketing’, research proposal accepted for the Second Transformative Consumer Research Conference to be held at Villanova School of Business, USA under the aegis of Association of Consumer Research on June 26-28

(15) Goswami P., Mishra M.S. (2009), ‘Would Kiranas in Urban India Survive the Modern Trade Onslaught? Insight from Efficiency Perspective’, Working Paper presented in 2009 Asia-Pacific Advances in Consumer Research Conference at Indian School of Business, Hyderabad, India on Jan 2-4, 2009, Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 344-345 (13 citations as per google scholar citation index as on 19th August 2017)

(16) Mishra M.S., Goswami P. (2008), ‘Perceptual Defense of HIV/AIDS Advertisement: A Study on Youth of India’, Working Paper presented as poster at the World Social Marketing Congress organized by National Social Marketing Centre, in partnership with the University of Lethbridge and the Chinese University of Hong Kong at Brighton and Hove City, England on September 29-30.

(17) Goswami P., Sen S. (2006), ‘Gender Discrimination and Choice of Stream of Education at Undergraduate Level- A Study on the Bengali Community of West Bengal, India’, accepted and published in the Proceedings of 2006 2nd Australasian Business and Behavioural Sciences Association (ABBSA) International Conference on Industry, Markets and Regions held between September 29, 2006- October 1, 2006 at the University of Adelaide, Australia (ISBN 0-9751892-2-0).

(18) Goswami P. (2006), ‘Psychographics and its Effect on Purchase Frequency’, paper presented at National Conference on Management Science and Practice held at IIM, Ahmedabad on March 31-April 1.

(19) Roy S., Goswami P. (2006), ‘An Exploratory Study on the Kolkata College-goers for Clothing, Leisure-time activities, Cosmetics and Toiletries’, paper presented at the ‘SIMSR Asia Marketing Conference’ organized by K.J. Somaiya Institute of Management Studies and Research, Mumbai, on 7th February.

(20) Goswami P. (2006), ‘A Psychographic Study on the Media Usage Behavior of the College-goers of Kolkata in an   Era of Globalization’, presented at the ‘National Conference on Global Competitiveness 2006’ organized by ICFAI Business School, Kolkata, on January 13.


American Association of University Women (AAUW) Postdoctoral Fellowship at University of Pittsburgh

Scholarly Activity

Journal Publications (accepted or published)

(1) Cherrier H., Goswami P. & Ray S. (2018), ‘Social Entrepreneurship: Creating value in the context of institutional complexity’, Journal of Business Research, Elsevier, Vol. 86, pp 245-258 (ranked A as per ABDC ranking)

(2) Varman R., Goswami P., and Vijay D. (2018), ‘The Precarity of Respectable Consumption: Normalizing Sexual Violence Against Women’, Journal of Marketing Management , Vol 34, Issue 11-12, pp 932-964 (ranked A as per ABDC ranking)

(3) Goswami P., Mishra M.S. (2009), ‘Would Indian Consumers Move from Kirana Stores to Organized Retailers When Shopping for Groceries?’, Asia Pacific Journal of Marketing and Logistics, an Emerald Publication, Vol. 21, Issue 1, pp 127-143 (144 citations as per google scholar citation index as on 26th July 2018) (ranked B as per ABDC ranking)

(4) Goswami P. (2008), ‘Is the Urban Indian Consumer Ready for Environment-Friendly Apparel?’, International Journal of Green Economics, an Inderscience Publication, Vol. 2, No. 4, pp 411-426 (3 citations as per google scholar citation index as on 26th July 2018) (ranked C as per ABDC ranking)

(5) Goswami P. (2008), ‘Is the Urban Indian Consumer Ready for Clothing with Eco-labels?’, International Journal of Consumer Studies, a Wiley-Blackwell Publication, Vol. 32, Issue 5, September, pp 438–446 (35 citations as per google scholar citation index as on 26th July 2018) (ranked A as per ABDC ranking)

(6) Roy S., Goswami P. (2007), ‘Structural Equation Modeling of Value- Psychographic Trait- Clothing Purchase Behavior: A Study on the Urban College-goers of India’, Young Consumers, an Emerald Publication, Vol.8 (4), pp 269-277 (20 citations as per google scholar citation index as on 26th July 2018) (ranked B as per ABDC ranking)

(7) Goswami P. (2007), ‘Psychographic Segmentation of the College-goers of Kolkata’, IIM Bangalore Management Review, March, Vol. 19, No.1, pp 41-51 (16 citations as per google scholar citation index as on as on 26th July 2018) (ranked B as per ABDC ranking)

(8) Roy S., Goswami P. (2007), ‘Psychographics and its Effects on Purchase Frequency: A Study of the College-goers of Kolkata, India’, Decision (Journal of IIM Calcutta), January-June, Vol. 34, No. 1, pp 63-93 (13 citations as per google scholar citation index as on 26th July 2018)

(9) Goswami P. (2007), ‘Apparel Shopping Orientation of Urban Indians-A Study on Kolkata’, Indian Journal of Marketing, Vol. XXXVII, No. 4, April, pp 25-33 (11 citations as per google scholar citation index as on 26th July 2018)

(10) Goswami P. (2007), ‘Apparel Shopping Behavior of Urban Indian College-goers’, ICFAI Journal of Management Research, Vol. VI, No. 4, April, pp 57-72, also included in the book Apparel Industry and Retailing in India: Insights and Experiences (2008), Eds Kaur T. and Ramachandran S., Icfai University Press, pp 112-130 (6 citations as per google scholar citation index as on 26th July 2018)

(11) Goswami P. (2007), ‘Customer Satisfaction with Service Quality in the Life Insurance Industry in India’, ICFAI Journal of Services Marketing, Vol. V, No.1, March, pp 25-30; also included in the book Life Insurance in India: Trends and Developments (2008), Ed Alagiri D., Icfai University Press, pp 113-120 (29 citations as per google scholar citation index as on 26th July 2018)



Goswami P. (2017), Marketing Peace: Deconstructing Christian-Muslim Narratives of God, Salvation and Terrorism, Peace Studies: Edges and Innovation Series, Cambridge Scholars Publishing, United Kingdom  (