A fellow of MICA, Visiting Scholar at University of British Columbia and Doctoral Consortium Fellow of AIM-American Marketing Association, Sheth Foundation. Currently member of advisory board to DNPPCL, an Appropriate Technology India (ATI) promoted FPC. He has been involved in research and consulting projects of United Spirits, John Hopkins Centre for Communication Programme, USAID & UMC and multi state case study research on FPCs. He has been awarded with Best Research proposal award at Young Scholar Research Colloquium (YSRC) and published and presented book chapters and research papers in reputed national and international conferences such as NASMEI-Great Lakes Chennai, PAN-IIM- A, IIM-L Emerging Markets Conference, MICA-ICMC and Consumer Brand Relationship Conference at Portugal. His teaching, research and consulting areas includes base of pyramid markets, rural and social marketing, FPCs management, community enterprises and subsistence marketplaces.