About

I am an Assistant Professor of Marketing at Purdue University. I received my Ph.D. in Quantitative Marketing from Yale University. Prior to my doctoral studies, I worked at Myntra (online fashion retailer), 21st Century Fox (broadcast media) and Tata Consultancy Services (IT). I studied Electrical Engineering at the Indian Institute of Technology, Banaras Hindu University and received my Post Graduate Diploma in Management from the Indian Institute of Management, Ahmedabad.

Research Papers

  1. Generative Interpretable Visual Design: Using Disentanglement for Visual Conjoint Analysis (with Alex Burnap and Vineet Kumar), Journal of Marketing Research (2025) [PDF]
    • Finalist, 2023 ASA Statistics in Marketing Doctoral Research Award
    • Podcast Appearance: How I Wrote This, hosted by Brett Gordon and Karen Winterich (Co-Editors of Journal of Marketing Research)

Works in Progress

  1. Economic Value of Visual Product Characteristics (with Vineet Kumar)
    • Winner, 2023 ISMS Doctoral Dissertation Proposal Competition
  2. Market Structure Mapping with Visual Characteristics (with Vineet Kumar)
  3. Sonic Logos (with Hortense Fong and Jingyi Zhang)
  4. Did *Illegal* Shopping Stymie India’s Demonetization? Evidence from an Online Retailer (with K. Sudhir and Nitish Jain)
  5. Consumer Value of Privacy: Evidence from an Online Retailer (with Mimansa Bairathi)
  6. Personalization under Uncertainty: A Field Experiment (with Raghuram Iyengar and Young-Hoon Park)