Dr. Rubal Rathi

Dr Rubal Rathi is an Assistant Professor in the Marketing Area at Fortune Institute of International Business (FIIB). She is a member of the FIIB Centre for Behavioural Insights (FIIB-CBI). Dr Rathi is known for weaving insights about brands, storytelling, consumer behaviour, and luxury into her teaching, consulting, and thought leadership, and for mentoring students who want to build businesses with cultural relevance and premium positioning. Her doctoral research centres on luxury brand management in emerging Asian markets. She is exploring topics like digital transformation of luxury retail, sustainability and ethics in luxury consumption, and cultural differences in values and beliefs compared to Western markets. She has also written op-eds, blogs, and contributed to book chapters to disseminate her research beyond academia. Prior to joining academia, she had led consumer research in the luxury industry, deeply analysing the British, Middle Eastern and Indian luxury consumer, aside from her stint in the corporate banking division of Axis Bank Ltd., which helps her bridge theory and practice. Her teaching interests include branding, consumer behaviour, storytelling, digital marketing, and entrepreneurship. Her philosophy is that students learn best when theory meets hands-on practice: she emphasises project-based work, case studies, creative assignments, and real-world content creation (e.g. campaigns, videos, social listening). She believes in cultivating curiosity, ethical thinking, and design sensibility in students, enabling them to think visually, narratively, and strategically. Beyond teaching and research, Dr. Rathi is active in academic and professional service. She serves as a peer reviewer for several international journals in marketing; participates in international conferences such as the Australia New Zealand Marketing Conference (ANZMAC), and mentors startup founders and consults on brand strategy, content, and experiential marketing.

1. Unni, H., Rathi, R., Gupta, S.D. et al. (2025). Analyzing the progress of Indian states chasing sustainable development goals using complex network framework. Evolutionary and Institutional Economics Review. https://doi.org/10.1007/s40844-025-00308-3

2. Garg, R., Bansal, S., Rathi, R., & Bhowmick, S. (2024). Mindful consumption–A systematic review and research agenda. Journal of Cleaner Production, 459, 142373.

3. Garg, R., Chhikara, R., Agrawal, G., Rathi, R., & Arya, Y. (2024). Sustainable marketing mix and supply chain integration: A systematic review and research agenda. Sustainable Futures, 100269.

4. Rathi, R., Jain, S., & Garg, R. (2023). Exploring young consumer's secondhand luxury adoption: insights from a qualitative study. Journal of Fashion Marketing and Management.

5. Paul, RIK., Ponnam, A., Rubal, R., & Kumar Singh, D. (2023). How perceived value advances loyalty progression? Evidence from quick service restaurants. Academy of Marketing Studies Journal, 27(S3), 1-13.

6. Jain, S. and Rathi, R. (2023). Do consumer values and perceived readiness impact secondhand luxury consumption? A goal-framing theory approach. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-10-2021-3703

7. Rathi, R., Garg, R., Kataria, A., & Chhikara, R. (2022). Evolution of luxury marketing landscape: a bibliometric analysis and future directions. Journal of Brand Management, 1-17. https://doi.org/10.1057/s41262-022-00273-x

8. Agrawal, G., Rathi, R., & Garg, R. (2022). Luxury as a Sustainable Service: A Push–Pull–Mooring Perspective. Vision, 09722629221104201.

9. Agrawal, G., Rathi, R., Garg, R., & Chhikara, R. (2022). Abundantly Rare: Changing Consumer Trends in the Luxury Market.

1. AIM-Sheth Foundation Doctoral Consortium at Management Development Institute (July 2025)

2. Academy of Marketing Association (AMA) held in Nashville, Tennessee-Doctoral work accepted for presentation (January 2023)

3. Australia New Zealand Marketing Academy (ANZMAC) held in Perth, Western Australia-Thesis paper presented at University of Western Australia (December 2022)

4. Doctoral Colloquium Australia New Zealand Marketing Academy (ANZMAC) held in Perth, Western Australia-Thesis paper presented at Curtin University (December 2022)

5. Cardiff Metropolitan University, UK-Agrawal, G., Rathi, R., Chhikara, R., & Garg, R. (2021). Exploring the Role of Gender in Promoting Work from Anywhere in New Normal.

6. North South University, Dhaka- Paul, R., Rathi, R. (2021). Perceived value, customer satisfaction and customer patronage behavior: an integrated model for services. (Best Paper)

7. FORE School of Management, India- Rathi, R., Jain, S., & Garg, R. (2021). Exploring the attitude-behavior gap in pre-owned luxury fashion: Evidence from India.