Dr. Ritu Chhikara is an
Associate Professor (Senior Grade) in the Faculty of Management at South Asian
University (SAU), New Delhi. With a transdisciplinary background in
engineering, marketing, and sustainability, and over 15 years of industry and
academic experience, she brings a unique blend of industry insights,
pedagogical innovation, and research excellence.
Before joining SAU, Dr.
Chhikara served at BML Munjal University (Hero Group), where she held various
academic leadership positions including Area Chair (Marketing), Program Head of
the Executive MBA Program, and Director of the Centre for Sustainability
Research and Advocacy (CSRA).
She specializes in
Consumer Behaviour, Marketing and Sustainability, Brand Strategy, and
Qualitative Research. Dr. Chhikara’s research has appeared in several
peer-reviewed journals like Transportation Research Part D, Journal
of Brand Management, Health Marketing Quarterly, Construction
Innovation, and others. She has also published business cases with
SAGE, Taylor & Francis, and IGI Global, and co-authored books and book
chapters addressing the evolving dynamics of digital transformation,
sustainability, and consumer behaviour. A recipient of multiple awards
including the Best Researcher and Best Teacher awards, Dr. Chhikara has been
invited to share her expertise at prominent academic conferences and
international forums. She has done consulting for national-level research and
policy projects, including those funded by ICSSR and NITI Aayog.
In addition to her
academic endeavours, she actively contributes to public discourse through
opinion pieces published in The Hindu, Business World, Outlook
Business, 360 Info, Times of India, and India Today, etc
championing causes such as sustainability in higher education, digital
inclusion, and climate-conscious consumption.
Dr. Chhikara is deeply
invested in preparing the next generation of South Asian leaders by fostering
critical thinking, ethical leadership, and context-relevant business solutions.