Profile

Paromita
Goswami
Associate Professor
Department of Marketing Management
School of Management and Entrepreneurship (SME)
322G
Block-C, Shiv Nadar University
Gautam Buddha Nagar Uttar Pradesh
India
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 PhD 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, the 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.

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 beleives that life is beautiful, and is to be lived in the moment, with no regrets whatsoever.

Educational Qualifications 
2007
PhD
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
Director
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

Awards(Selected): 

2011-12 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., ‘The Precarity of Respectable Consumption: Normalizing Sexual Violence Against Women’, Journal of Marketing Management (accepted) (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)