Dr. Bilwa is an Assistant Professor of Marketing with Vijay Patil School of Management (Navi Mumbai). Previously, she was holding Assistant Professor position at Jindal Global Business School (NCR of Delhi). She holds a Ph.D. degree in Marketing from XLRI, Jamshedpur and received her B.E (Electronics and Telecommunication) from Pune University, India. Her research interests lie within the sphere of consumer behavior, impulse buying behavior, advertising, emotional advertising appeals, CSR, and customer welfare policymaking. She has published her research work in reputed international journals such as Psychology and Marketing, Journal of Strategic Marketing, International Journal of Management Concepts and Philosophy. She has also presented her research work in national and international conferences including ANZAM Conference, Melbourne and Indian Retail Conference, New Delhi. Before joining academia, she has industry work experience with IBM, Ways Marketing and Cavinkare Pvt Ltd. She is a co-founder of the sports and fitness-related start-up, FitKe Solutions LLP. She has received Maharashtra State Board (Std X) award for achieving rank 1 in the Pune division and rank 1 among girls in Maharashtra State.
Research Interests - Consumer behaviour, impulse buying behaviour, advertising, emotional advertising appeals, CSR, and customer welfare policy making.
Her research has been published in Psychology and Marketing, Journal of Strategic Marketing, International Journal of Management Concepts and Philosophy and currently there are several manuscripts under review and/ or preparation with ABDC A*/A as target journals. She also serves as a reviewer for Psychology and Marketing and Emerald Emerging Market Case Studies.
Consumer behaviour, Marketing management, Entrepreneurial marketing, Integrated marketing communication
Ph. D., XLRI Jamshedpur