Quick facts
Ravikanth Vazrapu is an Assistant Professor of Marketing at Mahindra University, with a Ph.D. in Quantitative Marketing from IIM Bangalore focusing on how reference groups affect customer decision-making when consumers have more time to decide. His research interests include consumer purchase journeys in auctions, household services, and high-tech products, using econometric and quasi-experimental methods, and he brings about seven years of brand management experience on CPG brands such as Wild Stone and BoroPlus after earlier working as an Assistant Systems Engineer at TCS.
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Ravikanth Vazrapu
Assistant Professor
Ravikanth has completed his Ph.D. from IIM Bangalore in Quantitative Marketing. His thesis examines the impact of reference groups on customer decision-making under experimental conditions of increased available time. His research interests include discussions on the consumer purchase journey in Auctions, Household Services, High-tech products, etc.
Before his Ph.D., he worked as a Brand Manager with reputed companies in the CPG domain for about 7 years, when he was responsible for the growth of the existing and new product portfolios for brands like Wild Stone, BoroPlus, etc.
- Ph.D. Candidate in Quantitative Marketing Indian Institute of Management, Bangalore (2019 – 2025)
- PGDM – IB (equivalent to MBA) Institute of Management Technology, Ghaziabad (2009 – 2011)
- B.E. (Computer Science and Engineering) National Institute of Technology, Durgapur (2001 – 2005)
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- Assistant Professor Mahindra University (June 2025- Present)
- Senior Brand Manager – BoroPlus Emami Ltd (Jun 2016 – Jul 2018)
- Brand Manager – Home and Personal Care Global Consumer Products Pvt. Ltd. (Sept 2015 – May 2016)
- Brand Manager – Wild Stone McNroe Consumer Products Pvt. Ltd. (May 2011 – Aug 2015)
- Assistant Systems Engineer Tata Consultancy Services Ltd. Global Consulting Practice (Sept 2005 – Jun 2009)
Research Interests: Substantive: Auctions, High-Tech Marketing, Consumer Purchase Journey
Methodological: Econometrics, Quasi-experiments
