I am currently working as Assistant Professor-Management & Entrepreneurship. I am also handling an additional responsibility at my institute as Faculty In-Charge-Placements. Prior to that I had a one year stint at Symbiosis International University, Pune, as an Assistant Professor-Marketing. I have completed my PhD from Department of Management Studies, Indian Institute of Technology Roorkee, as a full time doctoral student. My Phd thesis revolves around modelling and measuring of consumers' value co-creation in e-servicesI have completed my MBA in Marketing from Madan Mohan Malviya Engineering College. My work experience is a mix blend of industry and academics. My area of interest lies in consumer co-creation, consumer value, Self Service Technologies, and marketing. I have published in various international journals and attended various reputed conferences. I have more than 20 international and national conferences in India and abroad to my credit in the last five years.