Sanjeev AroraPrincipal

Dr Arora has 25 years of experience in academics and industry, with significant exposure to FMCG & Media. He has taught in some of the leading B schools, across UGC & AICTE programs, at both UG & PG level. He is a recognized Management faculty of Mumbai University and was a core/visiting faculty with prestigious institutions like NMIMS, BIMTECH, Welingkar & Somaiya Institute of Management. He has presented and published some papers in leading international journals and is on the review panel of JBMA, the foremost international Branding journal.


  • B.Com from Calcutta University
  • MMS (Marketing) from Mumbai University
  • PhD (Management) from Singhania University


  • Academics – 14 years
  • Industry – 11 years


  • Decoding the brand genericide conundrum: from top of mind to bottom of market (published in Managerial Marketing ejournal, SSRN, August 2017 issue).
  • Published a paper on “IPR Implications of Brand Genericide” in Excel International Journal (January, 2013), ISSN 2249 8834.
  • Published a paper on “Curse of Defining the Category” in Zenith International Journal (March, 2012), ISSN 2231 5780.
  • Published a paper on “The Curse of Genericide: Why Bisleri needs to ‘Stay Protected’” in Techno-Path, February 2012 (international journal of NMIMS), ISSN 0975 525 X.