Rishtee Batra

Assistant Professor of Marketing at the Indian School of Business (ISB).

Feeling low? Forgo the comfort food and turn up the volume!

Researchers have long studied the relationship between self-threat and compensatory consumption and have found that individuals who feel threatened or inadequate frequently demonstrate a tendency to engage in a variety of counterproductive behaviours. For example, when people sense that their socioeconomic identity or status is threatened, they feel the need to demonstrate their earning ability and often react by buying …

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Have Brand Power, Write the Rules

Rishtee Batra: I would like to start with just a couple of general questions. We read that in 1999 you were an US $8 million company in revenues and now you stand at more than US $ 250 million with more than 4000 employees. What were the key drivers of this tremendous growth? Ajay Arora: Thank you for having me at …

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