Nanda Choudhury

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Nanda Choudhury

Assistant Professor



Dr. Nanda Choudhury is a faculty of the marketing area. Before joining IIM BG, she was associated with Fore School of Management New Delhi. Prior to that she was working at IIM Bangalore as an academic associate. Her research interests are marketing at the BoP, CCT, TCR, sustainable marketing and allied areas. She actively pursues consulting work, in the areas of IMC, qualitative research design and branding.

Academic background:

  • Ph.D. (Marketing), VGSOM, IIT Kharagpur
  • MBA (Marketing and HRM), NIT Karnataka, Surathkal
  • B.Tech (ECE), ICFAI University


  • FORE School of Management New Delhi
    • Assistant professor
  • IIM Bangalore
    • Academic associate
  • NIT Jamshedpur
    • Lecturer

Teaching Interests:

  • Marketing Strategy
  • Consumer Behaviour
  • Integrated Marketing Communication
  • Services Marketing
  • Sustainable/Green Marketing
  • Rural Marketing

Research Interests:

  • Consumer Neuroscience
  • Base of the Pyramid/Subsistence Marketplace
  • Evolving Ad Space
  • Qualitative Research Design

View Research Profile


  • Choudhury, N., Mukherjee, S., & Datta, B., (2019). Constrained purchase decision-making process at the base of the pyramid", Journal of Consumer Marketing, 36(1),178-188,
  • Choudhury, N., Mukherjee, S., & Datta, B. (2018). Consumer Decision-making at the Base of the Pyramid: Synthesis of Literature and an Integrative Framework. The Marketing Review, 18(3), 270-306

Conference Papers:

  • Garg, S and Choudhury, N (2021). Exploring the ‘Intention-action gap’ of consumers towards handmade and sustainable products. FIMC, 27-28 December 2021, New Delhi.
  • Choudhury, N., Mukherjee, S., and Datta, B. (2019). Consumer Decision Making: A Study at the Base of the Pyramid in India. Poster Presentation. European Marketing Association Conference (EMAC), May 28-31, 2019. University of Hamburg. Germany.
  • Choudhury, N., Mukherjee, S., and Datta, B. (2017). Transaction Cost and Consumer Decision Making Process at Bottom of Pyramid. Proceedings of the American Marketing Association (AMA) Summers Educators Conference, August 4-6, San Francisco, California, USA.
  • Choudhury, N., Mukherjee, S., and Datta, B. (2017). Consumer Decision Making Framework at the Bottom of Pyramid. ANZMAC, December 4-6, Melbourne, Australia.
  • Choudhury, N, Datta, B., and Mukherjee, S. (2018). Transaction Cost at the Bottom of Pyramid: An Empirical study. COSMAR, November 29-30, IISC Bangalore, India.


  • Seminar on ‘Questionnaire Design for Marketing Research: An Introduction’, at FORE on 31st March 2021.
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