Prof. Mini Mathur

Associate Professor, Lead, Sales and Customer Relationship Management

Academic Area: Interdisciplinary Studies

Mini Mathur has been with MICA for about 22 years. She has done her Ph.D. (Retail Management), from VNSG University, Surat, 2007, a Faculty Development Programme (IIMA), Ahmedabad ; Advanced Diploma in Retailing, City & Guilds, UK, 2003 and MBA (Marketing) from Jiwaji University, Gwalior, 1994- 1996

Mini has worked in the industry in business development and marketing for over 3 years and spent about 19 years in academics, specifically training and teaching in the area of Retail Management.  She has been instrumental in introducing the one-year PG programmes in Retail at MICA, and conducted six batches of the programmes at MICA. She has worked in the domain of Retail Management for the last twenty years, published several book chapters and conference papers, and conducted several management development programmes and PG programmes in the domain. A few organizations where she conducted training included the Indian oil corporation, Philips Lighting, Trent Ltd, Hypercity, Crosswords, and Jade Blue. She pioneered a unique pedagogy, ‘Retail Yatra’ a field study in the retail programmes. She was instrumental in setting up ‘Centre for Sales and CRM’ and co-chairing it for few years.

She had worked in the medical industry developing markets for imported foldable lenses and third generation antibiotics amongst superspecialist medical practitioners. Before MICA, she had worked with E-city entertainment in developing and conducting their training module for 300 + field staff engaged in retail of various categories. She has conducted sessions on Retail Management, Store Design, Layout and Visual Merchandising, Sales and Distribution Management, and Merchandise Management as visiting faculty at National Institute of Fashion Technology (NIFT), Gandhinagar, MANAGE, Hyderabad, IMIS – Bhubaneswar, RAU- Bikaner, BHU- Varanasi, and EDI, Gandhinagar, SLIMS, and many other management institutes.

2. Areas of Teaching/ Training
  • Sales and Distribution Management
  • Shopper Behavior
  • Retail Management
  • Shopper Marketing
  • Conducted sessions in two days MDP on ‘Strategizing Sales & CRM for winning in the digital world’ December 9-10, 2023
  • Conducted Eight batches of Total Dealership Management training for dealers of Indian Oil Corporation Ltd. I was involved from Conceptualization to execution of the programmes. We had multiple rounds of interactions with IOCL team and its more than 20 dealers to design this programme.
  • Conducted ‘Retail Training’ for Marketing team of Philips Lighting division in Gurgaon. Several in-depth interactions with Philips retailers were conducted to identify the need gaps and design the content of the training.
  • Organized one-day seminar on ‘Excelling through Superior Customer Service and Technology” by Prof. A. Parasuraman, University of Miami, in 2016.
  • Conducted online training for 130 + employees from Trent Ltd (A TATA Enterprise) over a period of one year.
  • Organized an International workshop on Visual Merchandising with Jose Maria Bustos, an international designer from Singapore for industry professionals.
  • Planning and conduct of an Open two-days’ MDP, ‘Strategizing Operations in Retail Marketing’
  • Organized an open MDP; “Manpower in Retailing”
  • Organized one-day training for Sales India Ltd.( a consumer durable retail chain) with Prof. Anthony Kent, professor of Fashion Marketing at Nottingham Trent University.
  • Conducted a two day MDP: Customer is the Queen in Baroda
  • Conducted a 50-hour module on Visual Merchandising for Hypercity, visual merchandisers from all over the country in Mumbai and Marketing professionals from Crossword, Mumbai.
  • Conducted retail training for employees of Fun Republic, Jade Blue, Sales India Limited and Central, Ahmedabad.
3. Awards & Honours
  • Won “award of excellence” for a case study on “Subhiksha” at ISB, Hyderabad
4. Research Publications

4.1. Books

  • Berman B, Evans J and Mathur M., ‘Retail Management; A Strategic Approach’, 2011,Pearson Publications

4.2. Published Papers/Chapters:

  • M Mathur, SP Kothari - “Wealth out of Waste (WOW): A Business Paradox”, a case study under review at Emerald Emerging Market Case Studies.2020 - emerald.com
  • “Interaction between Parents and Children during Food Shopping” Patel Cherry, Kini Sashank , Mathur M, Journal of Emerging Technologies and Innovative Research (JETIR) August 2018, Vol 5, issue 8.
  • Mathur, M. (2017), Understanding co-shoppers' influence on purchase decision in retail environment: An exploration into consumer durables stores. Journal of International Management Studies, 17(2), 13-22.
  • What's in it for shoppers; shopper marketing: An empirical analysis; International Journal of Sales, Retailing and Marketing. Vol. 4, No.3, 2015.
  • Virtual to Real “How social media is helping brands to market and connect with their shoppers better and is the effect visible on the brick n mortar space”  http://www.media4growth.com/retail/shoppermarketingdetail.html?id=61_Virtual_to_Real, July 2016 issue
  • Chapter on Private labels in India Retail Report 2013, published by Images group publication.
  • “Subhiksha Retail Chain” – case study in a book on ‘Entrepreneurship Development’, published by Tata McGraw Hill Publishing Company Limited in 2009. (ISBN (13): 978-0-07-024887-8), edited by Ramachandran K. for the Society of Entrepreneurship Educators.
  • “Communicating with the Customer: Retail Advertising and Promotions”, chapter in India Retail Report 2009, published by Images group publication
  • “Branding the experiences: Semiotic Exploration of Retail Outlets”, in ‘Brands Rising …as products fall’, published by Macmillan India Ltd. in 2008. (ISBN: (13) 978-230-63677-4 and (10) 0230-63677-2), edited by Nafees Lubna and Krishnan Omkumar. (coauthored)
  • “Food King: Moving up the Food Chain”, a case study published in ‘Pragati’, Issue -1, volume-1, April-June 2008, Journal published by SIMER. (ISSN – 0974-2018)
  • Chapter on “Role of CRM in Building Retail Brands”, published in the book “Building Brands in the Indian Market” , New Delhi, Excel books, 2004 (ISBN: 81-7446-391-7), edited by Panda Tapan.

4.3. Paper Presentations in Conferences:

  • “Live Commerce in Fashion Retail; Utility Derived– Shopping or Entertainment” ” presented at ‘Society for Marketing Advances’ annual conference 2022 at Charlotte NC, USA
  • “Is Pre-Loved Really Loved: Perceived Risk in Shopping of Second- Hand Fashion” presented at ‘Society for Marketing Advances’ annual conference 2019 at New Orleans, USA
  • Selfie is not just for self; Implications for Marketing. Presented at ‘Society for Marketing Advances’ annual conference 2018 at Florida, USA
  • Understanding Co-Shoppers’ Influence on purchase decision in retail environment: an exploration into consumer durables stores, presented at IABE, NYU in 2017
  • Intermediating Factors Affecting the Shopping and Consumption of Groceries on Digital Channel among Generation Y & Generation Z in India, Presented in ACRA annual conference 2016 , Secaucus. NY)
  • What's in it for shoppers; shopper marketing: An empirical analysis, presented at 11th International CIRCLE conference, Manchester, UK, 2014.
  • “Exploring the Role of Internet as Emerging Distribution Medium in Developing Countries: An Empirical Analysis of Indian Consumer Durables Industry.” Presented at 20th INTERNATIONAL CONFERENCE ON
  • Recent Advances in Retailing and Consumer Services Science EIRASS in Philadelphia, USA, 2013
  • “Gujari; Organizing the Unorganized” case presented at the ‘International Case Conference, 2010’ organized by IMT, Nagpur.
  • “Branding the experiences: Semiotic Exploration of Retail Outlets”, presented at International Conference on Brand Management, organized by IMT, Ghaziabad in November 2008.
  • “Delivering and Measuring Service Quality in Supermarkets”, presented at SERVSIG 2005 at National University of Singapore, June 2-4, 2005.
  • “Bachat Discount Store: An Innovative Story”, presented in International Seminar on Strategic Imperatives in Indian Organizations: Formulation and Implementation of Unbeatable Plans and Core Competencies held at IPM, Ghaziabad, February 2004
  • “Role of CRM in Building Retail Brands”, presented in Indian Institute of Management, Kozhikode (IIM K) conference, December 2003
5. Areas of Consultancy
  • Retail Marketing
  • Shopper Marketing
  • Store design and layout