I am currently working as an Assistant Professor in the marketing department of Indian Institute of Management, Ahmedabad. I complted my PhD in Marketing (Modeling) from the Nanyang Technological University, Singapore in 2015. I teach masters and doctoral level courses in the area of Marketing. I am interested in understanding individual level decision making process of consumers in online and offline environments. My research broadly relates to a number of emerging research domains such as electronic word-of-mouth, recommendation systems and consumer analytics.