Dr S. Ramesh Kumar is a Professor, in the Marketing Area, Indian Institute of Management Bangalore, India. He holds a basic degree in Electronics and Communication Engineering with an MBA and a Ph.D. His primary focus is exploring the application of marketing/consumer behavior concepts to the Indian context. He has a mix of industrial and teaching/research experience of over thirty-five years. S. Ramesh Kumar was awarded the ICFAI Best Teacher Award by the Association for Indian Management Schools (AIMS) in 2004. He was awarded the IIM B Chair of Excellence (2016-2019). S. Ramesh Kumar has published/co-authored, books, number of articles and case studies in reputed journals/case collections business magazines/business newspapers that include Wall Street Journal. His international publications have been in refereed journals of repute, which are known both for their academic rigour and practice orientation. His papers/co-authored papers/cases have appeared in Journal of Integrated Marketing Communication, Journal of Brand Management, Journal of Consumer Behavior, Marketing Review, Journal of Customer Behavior, Richard Ivey Business School's case collection and IIM B's case collection on well- known Indian brands, presented by Harvard Business School. .