Dr Ajith P is a practitioner-turned-academic with fifteen years of experience across India. He started his professional career in 1995 with Lupin Ltd. and was also associated with Sanofi India Ltd., Cadila Healthcare Ltd. (CHL) and BPL Medical. He was rewarded for excellent performance as a management trainee in 2002 by CHL. During his industry tenure, he worked in B2B, B2C, Urban and Rural contexts and was posted in several states of India. His fields of special interest include: Services Marketing, Sales and Distribution Management, Rural Marketing, Consumer Behavior, Retail Management, CRM and Healthcare Marketing. He has published his research in peer-reviewed journals and presented them in various national and international conferences. He has been teaching MBA students since 2002. He has taught students from diverse educational and socio-economic backgrounds in various universities and institutes across India including IIM. Dr Ajith was bestowed with the title "Best Professor in Marketing Management, 2012" in the 20th BSA & Dewang Mehta Business School Awards for his contributions to the field of management education. He is a fellow of the MDI, Gurgaon and also life member of All India Management Association (AIMA). Dr Ajith is a firm believer in Value-Based Management, Holistic Management Education, Experiential Learning, Mixed Method Research and Empowerment of Bottom of Pyramid.