Internal Faculty
Prof. (Dr.) Nilamadhab Mohanty

Prof. (Dr.) Nilamadhab Mohanty

Fellow Programme in Rural Management (FPRM)
Area of Specialization: MARKETING
Institute of Rural Management Anand (IRMA)
Bachelor of Veterinary Science and Animal Husbandry (BVSc &AH)
College of Veterinary Science And Animal Husbandry (OrissaUniversity of Agriculture and Technology)
Research Area
  • Behavioral strategies for marketing in developing countries
  • Market separation and advanced technological solution for ruralentrepreneurs
Teaching Area
  • Marketing Management
  • Rural Marketing
  • Marketing Communication
  • Social Marketing
Presentations/ Publications

A. Workshops

  • International Workshop on Youth engagement in public policy process ( Coordinated),Chandragupt Institute of Management Patna, 2017
  • Research Training and Grant writing (Coordinated), Thiagarajar School of Manangement,Madurai, March,2016
  • A Day long simulation workshop that exposes participants to various facets of rural life for 'SBIYouth for India Fellows' on 4th Oct 2016 at Tata-Dhan Academy

B. Publications

  • Mohanty, N.M.(2015) “Understanding rural retailer at the base of the fortune pyramid” inJournal of Rural and Industrial Development, 3(2)
  • Mohanty, N.M. and Biswas, S.N (2014) “Freedom and reactance: the case of social marketing forpublic health,” in Social Psychology of Health - Issues and concerns in India (ed.), Concept
  • Mohanty, N.M., Biswas, S.N, Mishra D.P., and Modi, P. “Designing messages for fluorosismitigation behavior change: Role of message framing and perceived risk,” in HealthMarketing Quarterly (Forthcoming)

C. Conference Presentations

  • Mohanty, N.M. (2018); “Perceived risk and the Persuasiveness of Gain Versus LossFraming”, at the 29th International Congress of Applied Psychology (ICAP 2018)being held at the Palais des congrès, Montréal, Québec, Canada, June 26 - 30, 2018
  • Mohanty, N.M.(2018); “Marketing Rurality - what consumers want in environment-friendlyproducts of rural origin”, paper selected for presentation at the 12th NASMEIConference 2018, organized by Great Lakes Institute of Management on December2018
  • Mohanty, N.M.(2017); “Marketing Rurality - what consumers want in environment-friendlyproducts of rural origin”, at the International Conference on Rural Management(ICRM), organized by Xavier School of Rural Management,Bhubaneswar on 23rd- 24th November,2017 at Xavier University Bhubaneswar, Odisha
  • Mohanty, N.M.(2017); “Consumer co-creation on digital platform- the role of consumerfeeling”, at the 2017 Annual conference of the Emerging Markets Conference Board,to be organized by IIM Lucknow, on 5th – 7th January, 2017
  • Mohanty, N.M.(2016); “Digital marketing and customer engagement in rural marketplace”presented at the 5th National Symposium on Rural Management, organized at XavierInstitute of Management Bhubaneswar, Odisha, held on 18th -19th November, 2016
  • Mohanty, N.M., Mohanty, P (2015); Consumer reactance: a concern for marketing swachhbharat concept, Guru Gobind Singh Indraprastha University, Delhi NationalConference on Managerial Perspectives, Issues And Challenges Of Swachh BharatCampaign August 14, 2015 Organized by University School Of ManagementStudies Guru Gobind Singh Indraprastha University, Delhi
  • Modi, P; Mishra S.N.; and Mohanty N.M (2014) “Missing market orientation from thelivelihood programme of the nonprofit organization: The case of right diagnosis butwrong pills” presented at the 2014 Academy of Marketing Conference, organised atBournemouth University, United Kingdom, held on 7-10 July,2014
  • Mohanty N.M (2013) “Message strategies that reach high risk population,” presented at the 2ndNational Symposium on Rural Management, organised at the Institute of RuralManagement, Anand (IRMA), held on December 14, 2013
  • Mohanty N.M. (2013) “Interaction of behavior change appeal with marketing mix elements and itsimpact on consumer response,” presented at the 6th IIMA Doctoral Colloquium, organisedat the Indian Institute of Management Ahmadabad, held on 7th of January,2013
  • Mohanty N.M. (2011) “Deciphering service encounter – “the path to transition” – in the context ofsocial marketing,” presented at The XXI Annual Convention of the National Academy ofPsychology (NAOP), organised at the Institute of Rural Management, Anand (IRMA), heldon (12-14) December, 2011
Training (MDPs)
  • Marketing Management for Health-Tech start-ups, IIT- PATNA
  • Marketing management and Business Model Design for SC/ST Entrepreneurs – CIMP,Patna
  • Marketing Communication for AO/AAO, LIC INDIA
  • Marketing management for managers, TVS
  • Decision making for healthcare professionals, APOLLO HOSPITAL