Keerthan Raj

Research Interest / Consulting Area
Consumer Behaviour, Branding, Emerging Markets

Courses Offered
Strategic Marketing, Marketing Management, Strategic Management, Marketing Management, Marketing Research, Product Management, Brand Management, Digital Marketing, Marketing Fundamentals in BFSI, Retail Management, Rural Marketing, Business Essentials in Emerging Markets, Entrepreneurship & Innovation

Positions Held / Associated With
Dean, Institute of Management and Commerce, Srinivas University
Chief Manager, IndusInd Bank Ltd.,
Regional Head, ArthaMoney Financial Retail Ltd., South Karnataka (A Times Group Company)
Head - Personal Banking, ABN AMRO BANK Ltd., Mumbai
Manager, ING Vysya Ltd.,
Territory Sales Leader, American Express Bank Ltd.

Dr. Keerthan Raj, MBA., M.A (Eco.,) AMT., Ph.D.
Associate Professor - Marketing
keerthanraj@sdmimd.ac.in

Dr. Keerthan Raj is a distinguished academic and industry professional with over 24 years of rich and diverse experience spanning the corporate and academic spheres. She holds  a Ph.D. in Management with her doctoral research focusing on “The Impact of Branding  on Consumer Behaviour among Base of the Pyramid Customers.” She also holds an MBA  in Marketing and an M.A. in Economics, reflecting her interdisciplinary academic  foundation. She is also an alumnus of the Indian Institute of Management, Indore having competed the Executive Program in Digital Marketing She is an Accredited Management Teacher (AMT) certified by the All India Management  Association (AIMA), New Delhi, and an active member of the All India Management  Scholars Forum, demonstrating her continued engagement with national-level academic  bodies.

During her tenure in the corporate sector, she held senior leadership roles in prominent  financial institutions such as ABN AMRO Bank, IndusInd Bank, ING Vysya, and American  Express Bank, where she served in roles ranging from Territory Sales Leader to Regional  Head. Her corporate journey reflects strong proficiency in business strategy, customer relationship management, and market expansion. In her subsequent academic career,  she has contributed significantly to management education and research. She served as  Dean handling academics, administration and research at the Institute of Management  and Commerce, Srinivas University, where she led academic initiatives, accreditation,  curriculum development in line with industry expectations, faculty and staff hiring training, growth and development, administration, development and support of the  research and doctoral studies at the institute.
 
Her research interests lie at the intersection of Consumer Behaviour, Branding, Strategy  and Emerging Markets, particularly focusing on inclusive branding strategies for BoP  (Base of the Pyramid) segments. She has authored and published several research  articles in ABDC, Scopus, ABS and international peer-reviewed journals, and has  presented her work in reputed academic forums.

A seasoned trainer and facilitator, she has conducted executive development and  training programs for senior and middle-level executives of organizations such as  Karnataka Bank, New Mangalore Port, MCC Bank and others specializing in Customer  Service, leadership, strategic management, and brand strategy. She has also been  actively involved in Faculty Development Programs (FDPs) across management  institutions. Initiated and driven several activities on institution building and community  engagement for societal impact in most of her tenure at various places.

Publications

Books/Book Chapters/Edited Books

  1. S. M. Riha Parvin, Niyaz Panakaje and Raj, Keerthan and  et. al., (2025). Bibliometric Analysis of Stock Market Participation: Exploring the Influential Research Constituents and Themes. In: Alareeni, B. (eds) The Digital Edge: Transforming Business Systems for Strategic Success. Studies in Systems, Decision and Control, Vol. 584. Springer, Cham. https://doi.org/10.1007/978-3-031-85898-7_38, pp.427-437. (SCOPUS)
  2. Raj, Keerthan & et.al. (2025). Bibliometric Analysis of Stock Market Participation: Exploring the Influential Research Constituents and Themes. In: Alareeni, B. (eds) The Digital Edge: Transforming Business Systems for Strategic Success. Studies in Systems, Decision and Control, vol 584. Springer, Cham. https://doi.org/10.1007/978-3-031-85898-7_38  
  3. Raj, Keerthan (2025). Acquisition and Engaging the Bottom of the Pyramid with Branded Products - An Empirical Inquiry. Contemporary Research in Management, Volume XIV edited by Prasad S N.; Venkatraja, B; Sriram, M; Vasumathy Hariharan S.; and Riyazahmed, K. Mysore: Shri Dharmasthala Manjunatheshwara Research Center for Management Studies (SDMRCMS), SDMIMD, ISBN: 978-9383302-76-5.
  4. Sunil M. V. and Raj, Keerthan (2024). Sustainable Quandaries: Navigating ESG Implementation and Reporting in the FMCG Sector. Cases in Management: Volume XIII. Edited by: Prasad S N.; Venkatraja, B; Sriram, M; Vasumathy Hariharan S.; and Riyazahmed, K (Editors); Mysore: Shri Dharmasthala Manjunatheshwara Research Center for Management Studies (SDMRCMS), SDMIMD, ISBN: 978-93-83302-75-8, pp. pp.121-134.
  5. Raj, Keerthan and Sunil M. V. (2024). The Crossroads of EV Revolution: Crafting a winning strategy. Cases in Management: Volume XIII. Edited by: Prasad S N.; Venkatraja, B; Sriram, M; Vasumathy Hariharan S.; and Riyazahmed, K (Editors); Mysore: Shri Dharmasthala Manjunatheshwara Research Center for Management Studies (SDMRCMS), SDMIMD, ISBN: 978-93-83302-75-8, pp. pp.135-145.
  6. Be Street Smart to Win, ISBN 9789355744371, Walnut Publications.
  7. 'Latest Concern and Research in Applied Social Science, Management in Digital & ICT Society, ISBN 978-81-19006-32-8, New Delhi Publishers.
  8. Changing Employability Gap: Will the Industry Face a Talent Gap? An Analysis, Book Titled - Emergence and Research in Interdisciplinary Management and Information Technology, ISBN 978-81-19006-34-2, New Delhi Publishers.

Patent/IPR/Copyright(s)

  1. Raj, Keerthan. (2024). Patent Design Number: 433483-001. Certificate of Registration of Design from the Patent Office, Government of India.
  2. Raj, Keerthan. (2024). Patent Application Number: 202441035084. Investigating the Impact of Content Marketing on Brand Awareness, Customer Engagement, and Lead Generation. Office of the Controller General of Patents, Designs, and Trade Marks, Ministry of Commerce and Industry, Government of India.

International Journals

  1. Raj, K., et al. (2025). Measuring the impact of ethnocentrism on Indian youth: An empirical study on khadi fabric choice of preference. Academy of Marketing Studies Journal, 29(2), 1-15. (ABDC-B).
  2. Raj, K. et al. (2025). Benefits and challenges of Flipped Classroom Approach in College Education: A Quantitative Investigation. Journal of Informatics Education and Research, 5(1). https://doi.org/10.52783/jier.v5i1.2047 (ABDC-C).
  3. Raj,  K., et al., (2024). Commerce and Health Management: Analyzing the Intersections of Public Health Policies and Economic Development. South Eastern European Journal of Public Health, 111–119. https://doi.org/10.70135/seejph.vi.1651 (Scopus)
  4. Raj, K. et al. (2024). The role of Technology in Effective Managerial Decision-Making in a Dynamic Business environment: an Empirical study. https://www.jier.org/index.php/journal/article/view/1747 (ABDC-C).
  5. Raj, Keerthan, Fredrick, Dsouza Prima, Kurahattidesai, Channabasava and Hegde, Chinmaya S. (2024). Artificial Intelligence driven customer Relationship Management: harnessing the power of technology to improve business efficiency. International Journal of Communication Networks and Information Security (IJCNIS), ISSN: 2073-607X, 2076-0930, V.16(4), pp.58-65, (SCOPUS Q3).
  6. K.Raj et.al (2024). Mapping the Landscape: A Bibliometric Analysis of Online Learning in Higher Education. South Eastern European Journal of Public Health, ISSN: 2197-5248, pp.411–424. DoI:https://seejph.com/index.php/seejph/article/view/1191, (SCOPUS Q4).
  7. N. Abhishek, Suraj, Neetu, Rahiman, H.U., Nawaz, N., Kodikal, R., Kulal, A. and Raj, Keerthan. (2024). Digital transformation in accounting: elevating effectiveness across accounting, auditing, reporting and regulatory compliance. Journal of Accounting & Organizational Change, ISSN: 1832-5912, DoI: https://doi.org/10.1108/JAOC-01-2024-0039, (ABDC-B).
  8. Raj, Keerthan and Fredrick, Dsouza Prima (2024). Sustainable Development Goals: Public Sentiment and Participation Index. International Journal of Communication Networks and Information Security (IJCNIS), ISSN: 2073-607X, 2076-0930 16(1), Special Issue, pp.26–41, DoI: https://www.ijcnis.org/index.php/ijcnis/article/view/6741, (SCOPUS).
  9. Raj, K., & Aithal, P. S. (2022). Assessing the Attractiveness & Feasibility of doing Business in the BoP Market–A Mixed Method Approach using ABCD Analysis Technique. International Journal of Case Studies in Business, IT, and Education (IJCSBE), 6(2), 117-145.
  10. Sahoo, K. and Satpathy, J. Mohanty, V., Subramanium, K. and Raj, K. (2021). Cognito - Tectonics In Stress Induced Emotional Behaviour. Journal of YMER, / ISSN: 0044-0477, Volume 20: Issue 11, DOI Number: 10.37896/YMER20.11/31, (Nov) – 2021, Pp: 340-368, India (International). Scopus
  11. Raj, K., & Aithal, P. S. (2020). The Post COVID-19 World: Efforts Needed to Build Back a More Resilient Society. International Journal of Case Studies in Business, IT, and Education (IJCSBE), 4(1), 88-93.
  12. Raj, K., & Aithal, P. S. (2020). Impact of COVID-19 on Bottom of the Pyramid Population–An Empirical Study. International Journal of Management, Technology, and Social Sciences (IJMTS), 5(2), 380-388.
  13. Raj, K., & Aithal, P. S. (2020). A New Concept of Circular Model of Management for Achieving Sustainable Success and Growth. International Journal of Management, Technology, and Social Sciences (IJMTS), 5(1), 1-17.
  14. Raj, K., & Aithal, S. (2018). The Concept of Cockroach Theory of Sustainable and Scalable Organizational and Individual Growth.
  15. Raj, K., & Aithal, P. S. (2019, October). National Academic Credit Bank–A Global Perspective. In Proceedings of National Conference on Research in Higher Education, Learning and Administration (Vol. 1, No. 1, pp. 150-155).
  16. Raj, K., & Aithal, P. S. ABCD ANALYSIS OF GENERATING WEALTH FROM THE BOTTOM OF THE PYRAMID.
  17. Raj, K., & Aithal, P. S. (2018, December). Emerging Changes and Trends in IT Industry. In Proceedings of National Conference on Advances in Information Technology, Management, Social Sciences and Education (pp. 58-61).
  18. Raj, K., & Aithal, P. S. (2019). Global Challenges for Business in the 3rd Millennium. In
  19. Raj, K., & Aithal, P. S. (2018). Detailed Evidence Based Study on Cockroach Theory of Organizational Sustainability and Scalability of Bottom of the Pyramid Approach.
  20. Raj, K., & Aithal, P. S. (2018). Applicability of the Cockroach Theory–A Case Study of the Healthcare Industry in India. International Journal of Case Studies in Business, IT and Education (IJCSBE),(2018), 2(2), 48-52.
  21. Raj, K., & Aithal, P. S. A New Concept of Circular Model of Management for Achieving Sustainable Success and Growth.
  22. Raj, K., & Aithal, P. S. (2018). Big data effect on base of the pyramid segment.
  23. Raj, K., & Aithal, P. S. (2018). Sustainable development in India 2.0 with reference to the BOP perspective. International Journal of Applied Engineering and Management Letters (IJAEML),(2018), 2(2), 87-97.
  24. Raj, K., & Aithal, P. S. (2018). Cockroach Theory of Organizational Sustainability and Scalability: Detailed Study on Evidence Based on BOP Approach. IRA-International Journal of Management & Social Sciences, 12(1), 1-11.
  25. Raj, K., & Aithal, P. S. (2018). The Significance of Big Data for the Base of the Pyramid Segment. International Journal of Applied Engineering and Management Letters (IJAEML), 2(1), 72-81.
  26. Raj, K., & Aithal, P. S. (2018). The Cockroach Theory for Sustainable and Scalable Organizational and Individual Growth. International Journal of Advanced Trends in Engineering and Technology, 3(1), 146-149.
  27. Raj, K., & Aithal, P. S. (2018). Digitization of India-Impact on the BOP Sector. International Journal of Management, Technology, and Social Sciences (IJMTS), 3(1), 59-74.
  28. Raj, Keerthan and Aithal, P. S. (2018). Generating Wealth at the Base of the Pyramid – a Study Using ABCD Analysis Technique . International Journal of Computational Research and Development (IJCRD), 3(1), 68-76. ISSN (Online): 2456 – 3137.
  29. Raj, Keerthan and Aithal, P. S. (2018). Literature Review of Impact of Branding on Base of the Pyramid Markets with Special Reference to India. International Journal of Applied Engineering and Management Letters (IJAEML), 2(1), 43- 63. (2018).
  30. Keerthan, R. & Aithal, P. S. (2017). A ‘Desi’ Multinational – A Case Study of Hindustan Unilever Limited. International Journal of Case Studies in Business, IT and Education (IJCSBE), 2(1), 1-12. DOI: http://dx.doi.org/10.5281/zenodo.1147365.
  31. Keerthan Raj. (2017). Indigenous Management Practices- A Case Study on Street Vendors. International Journal of Case Studies in Business, IT and Education (IJCSBE), 1(2), 29-36. DOI: http://dx.doi.org/10.5281/zenodo.914458.
  32. Keerthan Raj. “Branding and brand Extensions – Reasons for success - An Empirical Study”, IT & Management: Innovations and Inventions - Global Perspective at Anekant Institute of Management Studies, Baramati, Pune - ISBN- 978-81-925944-2-2.

Conference Publications

  1. Raj, Keerthan. (2024). Service Quality in the Omnichannel World. 9th PAN IIM World Management Conference held at IIM Sambalpur, 22-24 January 2024.  
  2. Measuring Business Acumen in the BoP Market – A Study using ABCD Analysis Technique, paper presented at International Conference on Embracing Changes and Transformation in Management, IT, Social Sciences and Education held on 27th August, 2022.
  3. “ A Study on the Perception of Student Community to NEP Implementation” paper presented in One day Conference titled Emerging Trends in Post Covid Scenario in Management, IT, Social Sciences and Education on 22nd December, 2022.
  4. “Exploring Convergent Validity for Select Employability Skill Construct” paper presented in Two Day International Conference titled Academic Research and Innovation in Management, Information Technology, Social Science & Education - ICARI -2021 held on 24th & 25th November, 2021.
  5. “Renaissance phase in Higher Education in India - NEP and Its Implications - An Empirical Insight” paper presented in Two Day International Conference titled Academic Research and Innovation in Management, Information Technology, Social Science & Education - ICARI -2021 held on 24th & 25th November, 2021.
  6. “Neuro - Experimentations in Emotive Continuum”, paper presented in Two Day International Conference titled Academic Research and Innovation in Management, Information Technology, Social Science & Education - ICARI -2021 held on 24th & 25th November, 2021.
  7. “Business Practices in Covid Times – A Case study on Sustainability” paper presented in One Day National Conference Resilience, Innovation & Reinvention – Coping with Turbulent Times held on 16th June, 2021
  8. “Understanding Shopping Behaviour of Base of Pyramid Customers – A pilot study”, paper presented in one day national conference on Innovative Practices in Banking, Management, IT, Education and Social Science held on 30th November, 2019.
  9. “A New Concept of Circular Model of Management for Achieving Sustainable Success and Growth”, paper presented in Two-day International Conference titled EMERGING TRENDS IN MANAGEMENT, INFORMATION TECHNOLOGY AND EDUCATION held on 17th & 18th August 2019.
  10. “Education Industry Management – A study of the current scenario and future trends”, a paper presented in One day National Conference, titled Advances In Management, IT, Education and Social Sciences held on 27th April, 2019.
  11. ABCD Analysis of the Cockroach theory of organizational sustainability and scalability’ , paper presented in one day National Conference titled Exploring Avenues in Banking, Management, IT, Education & Social Sciences held on 4th August, 2018.
  12. Applicability of the Cockroach Theory - a Case study of the healthcare industry in India” , paper presented in one day National Conference titled Exploring Avenues in Banking, Management, IT, Education & Social Sciences held on 4th August, 2018.
  13. ABCD ANALYSIS OF GENERATING WEALTH FROM THE BOTTOM OF THE PYRAMID”, paper presented in One Day National Conference titled - Impact of Ideas and Innovations on Management, IT, Education & Social Sciences on 17th March, 2018.
  14. Big Data and the Base of the Pyramid Segment”, paper presented in One Day National Conference titled - Impact of Ideas and Innovations on Management, IT, Education & Social Sciences on 17th March, 2018.
  15. Content Marketing - The perfect mix for the Internet Generation”, paper presented in One Day National Conference titled - Impact of Ideas and Innovations on Management, IT, Education & Social Sciences on 17th March, 2018.
  16. Indigenous Management Practices- A Case Study on Street Vendors”, paper presented in Two Days National Conference titled Implications of Research in Banking, Management, IT, Education and Social Sciences, Conference, 18th & 19th August, 2017.
  17. Online shopping of luxury Brands- Key Drivers”, Presented in two days National Conference held on 23rd and 24th March, 2017 - Reinventing Opportunities in Management, IT and Social Sciences at Srinivas University, Mangalore.
  18. Competitive Selling- The Banking Industry - An Empirical Study presented in National Conference, Srinivas Institute of Management Studies, Mangalore
Reviewer 
 
  1. Reviewer for International Journal and Summer Internship, AIMS
  2. Reviewer – Ilomata International Journal of Management
  3. Reviewer - MDPI Journal of Sustainability