@rvim.edu.in
Associate Professor
RV Institute of Management
Dr. Padmalini Singh is an Associate Professor of Marketing in RV Institute of Institute of Management, Bangalore. She has a global outlook in teaching fostered by working in Indian School of Business, Hyderabad with global ranking Professors and have also have enriching
experience in academics by working in IIM-Ranchi.
Dr. Singh has received a Research Grants from DST (Department of Science & Technology), ICSSR (Indian Council for Social Science Research) and UBA (Unnat Bharat Abhiyan) forresearch projects.
Grants received for organizing Workshops, seminars and National Conferences funded by SEBI-Multi Commodity Exchange-IPF, Indian Council for World Affairs and Indian Council for Social Science Research (ICSSR) are also to her credit.
She is a seasoned researcher in the fields of Marketing with the publication & cases in 14 Scopus indexed (Q3 & Q4) Journals & ABDC listed Journal. She is reviewer of couple of Journals including scopus indexed Journal.
Consumer behaviour, Entrepreneurship, Social Science
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Tamizharasi D and Padmalini Singh
Emerald
Learning outcomes After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the challenges involved in the decision-making in integrating online and offline marketing strategies, evaluate the advantages and disadvantages of online and offline marketing and motivate students to apply marketing strategies to real-world business situations Case overview/synopsis Deepa Kumar, the founder of Yashram Lifestyle, had successfully built a niche brand with a strong online presence in the lingerie industry. Yashram Lifestyle was known for its innovative products and commitment to addressing the real-life vulnerabilities faced by women at different stages of life. With a vision to be a one-stop destination for all intimate and practical needs of women and girls, Yashram had introduced unique products such as period panties, starter bras, incontinence underwear and hygiene panties. On the contrary, Kumar acknowledged that offline marketing strategies, such as pop-up stores, collaborations with physical retailers and participation in industry events, could provide valuable insights into customer preferences, enhance brand visibility and foster direct customer engagement. Offline channels might also enable Yashram Lifestyle to better understand the market dynamics and further drive product innovation. However, owing to the associated costs, logistics and potential risks, Kumar was apprehensive about venturing into offline marketing. She wondered whether Yashram Lifestyle had the necessary assets and expertise to successfully scale up its operations while making these alternate decisions. Furthermore, she questioned herself whether offline marketing efforts would be worth the investment and whether they could lead to substantial growth and increased market share for Yashram Lifestyle. Complexity academic level The purpose of this case study is to provoke critical thought among undergraduate and postgraduate business and management students about Kumar’s potential course of action for Yashram Lifestyle to engage in offline marketing. It applies to the implementation of marketing strategy. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.
M. Rizwana, Padmalini Singh, N. Ahalya, and T. Mohanasundaram
Emerald
PurposeThe goal of the present study is to examine the degree of knowledge amongst Indian women about millet grain and its nutritional advantages. Millet is regarded to be five times more nutritious than rice and wheat. Despite the fact that millet contributes to 10% of India's food grain basket and has an annual production of 18 million tonnes, it is not consumed in the same proportion as mainstream cereals (that is rice and wheat). As a result, the study's primary objective is to determine the level of awareness and consumption pattern of millet amongst Indian women regarding millet grains.Design/methodology/approachThe research was carried out in the city of Bengaluru in the state of Karnataka, India. For the purpose of study, a sample of 855 female respondents was approached using a non-probability sampling technique known as convenience sampling. The data were gathered through the use of a self-administered structured questionnaire.FindingsAccording to the findings of the study, the vast majority of respondents consume millet for preserving overall health. Building self and family immunity is the most important factor with 4.11 mean scores and low standard deviation of 0.985. The results reveal that 80.6% of women in the study are aware of millet but only 62.7% of women are consuming millet. The motivating factors and demotivating factors leading to consumption and non-consumption behaviour, respectively have also been identified. The study also reveals that demographic factors such as age, qualification and income have a direct influence on millet consumption.Research limitations/implicationsThe scope of research can be extended to explore the impact of millet consumption on long term health benefits of millet amongst the target respondents. Further, the study can be extended to explore the consumption pattern of millet among different target audience in various parts of India. The media interventions in creating awareness of millet consumption benefits need to be studied for increasing the consumption of millet.Practical implicationsCompanies involved in producing Fast Moving Consumer Goods (FMCG) products can be encouraged to produce millet based foods like cereals, biscuits, ready to eat foods etc. Workshops can be organized to raise awareness on how the millet can replace traditional grains in the cooking process.Social implicationsPolicy measures may include millet being promoted through technology dissemination, creating awareness about advantages of millet and including millet in the Public Distribution System (PDS). It is also important to promote the cultivation, maintenance and processing of the local variety of millet with competent marketing strategies so as to increase their cultivation comparable to the cash crops. Farmers should be educated on the importance of cultivation of minor millet.Originality/valueThe fast-paced lifestyle of urban Indians has a direct impact on their dietary preferences. The World Health Organization (WHO) recommends that people have a nutritionally balanced diet and engage in regular physical activity to reduce health risks. In India, as a result of women's increased participation in the workforce, women are forced to manage many tasks and obligations, which has detrimental effects on their health. The poor nutritional status of modern-day workers is attributed to a lack of education, lack of awareness and a general disregard for health-related concerns. There is a need to investigate if Indian women are aware of the nutritional benefits of millet grains that are higher in protein.
Rizwana, S. Padmalini, N. Ahalya, N. Sanjay, Narmada, and B. Nayanika
Rynnye Lyan Resources
Businesses throughout the world have been affected by the coronavirus outbreak. Across countries and industries, small firms have suffered, and India is no different. While many enterprises were destroyed by the COVID-19 scenario, hundreds of others were able to cope. People are getting increasingly concerned about their physical and emotional health as the coronavirus pandemic spreads around the world. People's perspectives on life and what they value have altered. Consumers have been compelled to alter their routines as a result of the outbreak. People throughout the world are attempting to adapt to a new normal. Immune-Boosting foods have become the talk of the town amidst the pandemic. With this backdrop, the present study aimed to understand the demand for ImmuneBoosting foods and the factors that have contributed to the market for immune-boosting foods. The sample data for this study was collected using the purposive sampling technique. Statistical interventions using multiple linear regression and correlation were conducted to understand the relationship between various factors related to immuneboosting foods. The study revealed that the pandemic had increased the respondents’ inclination to purchase Immune-Boosting foods. Further, the inclination towards consumption of immune-boosting foods was influenced by independent variables like familiarity with immune-boosting foods, health consciousness, fear of contracting the disease, family testing COVID-19 positive, immune-boosting foods as a trending topic, Influence of social media, Frequent advertisements and offers, testimonials of others regarding Immune-Boosting foods. From the study, it can be inferred that the COVID-19 pandemic has laid a strong foundation for the future of immune-boosting foods.
M. Rizwana, Padmalini Singh, and P. V. Raveendra
Springer Singapore