Prof. Nirali Shah

Assistant Professor, Marketing
F.P.M. (IIM Calcutta), M.B.A., M.Com., B.B.A.
School: Xavier Institute of Management (XIMB)
Phone:+91-674-6647522, +91-9836012589
Home Page:

Teaching Interests

Marketing Management, Strategic Marketing, Marketing to Bottom-of-Pyramid, Consumer Behavior, Rural Marketing, International Marketing, Brand Management, Public Policy & Marketing

Research Interests

Marketing to BOP Consumers, Critical Marketing, Consumer Culture

Administrative Responsibilities

Member, Centre for RR and CSR (June 2019 -)
Member, External Media and Linkages (June 2019 -)
Member, Incubation and Innovation Center (November 2019 -)

Other Membership

Strategic Management Forum

Research & Publications


2018, JOURNAL: The political economy of branding: khadi, colonialism and Indian nationhood, Emerald Publishing Ltd.: United Kingdom (ABDC-'C' Category) (Scopus Index)

2005, JOURNAL: Restrictions & reasons for retro marketing in Indian scenario, Loyola Institute of Business Administration: India

2004, JOURNAL: Retro marketing in India, Saurashtra University: India

2003, JOURNAL: Impact of WTO: with special reference to industries in Saurashtra region, Amity Business School: India

#Book Chapter

2006, Chapter: Marketing in the New Global Order Challenges and Opportunities, Excel Books: India


2006, Case: Excel Exports: The dilemma of entering domestic market, Case Center: United Kingdom

2006, Case: Has Jet Airways missed the flight?: A case study on bought out of Sahara Airlines by Jet Airways], Strategic Management Forum: India

2003, Case: Excel Exports: The dilemma of entering domestic market, Prestige Institute of Management and Research: India

2003, Case: Tri Star International ventures into U.S. market, Prestige Institute of Management and Research: India


2018, Conference-Attended: Do you have an investment account? – A Bionic Way, Venue: MICA Ahmedabad

2018, Seminars-Talks: Relationships, Institution and Governance in the context of FPOs and Sustainable Agriculture, Venue: XIMB Bhubaneswar

2017, Seminars-Talks: Qualitative Research, Venue: HRDC Rajkot

2017, Seminars-Talks: Marketing to the Bottom of Pyramid, Venue: HRDC Rajkot

2012, Conference-Attended: Imperatives of having critical scholarship in marketing, Venue: IIM Calcutta

2012, Conference-Attended: Rejection, mutation, and revelry: Understanding consumer response to forced anti-consumption, Venue: Oxford, Consumer Culture Theory Conference

2010, Conference-Attended: Nationalist consumption and identity in forced consumption, Venue: IIM Calcutta

2006, Conference-Attended: Challenges and strategies to survive and to consolidate in Indian retail market, Venue: IIM Indore

2006, Conference-Attended: Thinking differently: Innovative marketing approaches for rural marketing, Venue: VIT Vellore

2006, Conference-Attended: Has Jet Airways missed the flight?, Venue: IIM Kozhikode

2005, Conference-Attended: Making inroads into the hinterland challenges & strategies to tap rural India, Venue: School of Management: Bhopal

2004, Conference-Attended: Marketing of education on the web, Venue: SPU Vallabh Vidyanagar

2003, Conference-Attended: A cross sectoral study on mutual forbearance, Venue: SUMBA Rajkot

2003, Conference-Attended: Educational system – Vision 2020, Venue: Patan

2003, Conference-Attended: Managing individuals at organizations: with specific reference to MBA Institutes affiliated to Saurashtra University, Venue: Bhavnagar University, Bhavnagar

2003, Conference-Attended: Strategic issues in corporate brand management, Venue: Nirma Ahmedabad

2002, Conference-Attended: Open source software, Venue: IIPS Indore

2002, Conference-Attended: Impact of WTO on Saurashtra and Kutch region, Venue: Amity Noida

2002, Conference-Conducted: Adding customer value through brand extension, Venue: SUMBA Rajkot

2002, Conference-Attended: Emerging issues in harmonization of e-commerce laws, Venue: Saurashtra University Rajkot

2001, Conference-Attended: Banking reforms and SWOT analysis of Indian public sector banks with reference to deregulation of entry norms, Venue: RDA Jaipur


2019, FDP-Attended: Case Pedagogy as a Learning Tool, Venue: XIMB Bhubaneswar

2018, FDP-Attended: Case Writing Workshop , Venue: Xavier Institute of Management, Xavier University, Bhubaneswar

2018, FDP-Attended: SPSS AMOS Training Program using SEM (Structural Equation Modelling), Venue: XIMB, Xavier University, Bhubaneswar

2018, Training-Attended: Microsoft O365 training program, Venue: Xavier University, Bhubaneswar

2012, Training-Attended: Ph.D. Seminar on Consumption Theory: Canon of Classics, Venue: University of Southern Denmark - Odense Campus, Denmark

2006, Training-Attended: Proficiency in teaching strategic management, Venue: Across top management institutions of India

2006, Training-Attended: Case Method Workshop, Venue: IIM Lucknow

2005, Training-Attended: Refresher Course in Management, Venue: JMI New Delhi

2005, Training-Attended: Management Teachers’ Programme on Designing Organizations in Uncertain Environments, Venue: XLRI Jamshedpur

2005, Training-Attended: Management Teacher’s Programme on Merger, Acquisition and Corporate Restructuring, Venue: IIM Ahmedabad

2005, Training-Attended: Management Teachers’ Programme on Strategic Management of Technology, Venue: MDI Gurgaon

2005, Training-Attended: Achieving and Maintaining Quality in Higher Education in India: Issues and Approaches, Venue: Saurashtra University Rajkot

2005, Training-Attended: Management Teachers’ Programme on Strategic Management on Nuances of Strategy Implementation, Venue: IIM Kozhikode

2005, Training-Attended: Management Teachers’ Programme on International Business Strategy, Venue: IIFT New Delhi

2004, Training-Attended: Management Teachers’ Programme on Strategic Management - Foundation Course, Venue: IIM Kozhikode

2004, Training-Attended: Workshop on UGC Curriculum Development for Commerce Faculty, Venue: Saurashtra University Rajkot

2003, Training-Attended: National Case Development Workshop, Venue: NIILM New Delhi

2002, FDP-Attended: Faculty Development Program, Venue: Ahmedabad

2001, Training-Attended: Workshop on Copyright, Venue: Bhavnagar University, Bhavnagar

2001, Training-Attended: Orientation Programme in Management, Venue: Saurashtra University, Rajkot

2001, Training-Attended: 6th National Case Writing Workshop, Venue: PIMR Indore

Work Experience

10 years and six months