Dr. Kaushik Samaddar is a practitioner turned academician with almost 8 years in industry and 5 years in academics and research. He holds a Ph.D. (2023) degree from Symbiosis International University, Pune, India on the topic “Study of Customer Perceived Value of Non-Deceptive Counterfeit Products”. His research interests are in the field of Consumer Behaviour, Responsible Consumption & Sustainability. He has competed UGC-NET (Management) certification in 2018 and has done MBA (Marketing) and BBA (Marketing) from eminent B-schools/colleges like IBS Hyderabad and St. Xavier’s College, Kolkata respectively. Prior joining SIBM-Bengaluru, he has been in the role of Assistant Professor (Marketing) in Amity University and other Bangalore University affiliated colleges. He has presented at various international conferences of repute and has published research works in international journals of SCOPUS/ABDC/ABS categories. His recent publications are in the Journal of Strategic Marketing, Young Consumer, Asia Pacific Business Review, Management of Environmental Quality, Journal of Quality Assurance in Hospitality & Tourism, International Journal of Culture, Tourism, and Hospitality Research, Journal of Tourism Cities, and The TQM journal. He is also serving as a reviewer with eminent SCOPUS & ABDC-listed journals.