Dr. Pooja Darda

Dr. Pooja Darda is a distinguished academic and marketing professional currently serving as an Assistant Professor of Marketing at the Jaipuria Institute of Management, Indore. With a Ph.D. in Marketing , she possesses over a decade of teaching experience at respected institutions, including MIT-World Peace University and Sinhgad Business School. In her current role, she also leads as the Head of the International Relation Committee at Jaipuria Institute of Management, Indore.

Dr. Darda is a prolific researcher with publications in high-quality, Scopus-indexed journals and has authored numerous book chapters and case studies with publishers like Harvard Business Publishing, Wiley, and Ivey Publishing. Her research prowess is highlighted by several "Best Research Paper" awards from international conferences and a patent for a "Voice Assistant Adoption System and Method." Her excellence in teaching was recognized with the "Best Faculty in Teaching Excellence Award" for the academic year 2022-23 at Jaipuria Institute of Management.

Before her extensive academic career, Dr. Darda gained valuable industry experience in sales and marketing with organizations like Piramyd Retail Ltd., HDFC Bank, and Citi Financial. She also demonstrated her entrepreneurial spirit as the CEO and Founder of Celebration Candles. A published author of both academic and creative books, a consultant, and an active member of professional associations, Dr. Darda combines theoretical knowledge with practical, real-world application in her multifaceted career.

Google Scholar | Orcid

PhD in Marketing, MBA, B-Tech

Total : 21 Years
Academic: 13 Years
Industry : 8 Years

Research work

Sahni, J., Darda, P., & Gaur, S. S. (2025). Integration of principles for responsible management education principles (PRME) in Saudi Arabian universities: a thematic analysis of claims on university websites. Society and Business Review. (ABDC- B category, Scopus –Q1).

Darda, P., Gupta, O.J. and Yadav, S. (2024), ""Metamorphosing traditional pedagogy: examining the transcendent influence of Alexa in catalyzing educational paradigm shifts within rural Indian communities"", International Journal of Educational Management, Vol. 38 No. 3,pp. 605-621.https://doi.org/10.1108/IJEM-07-2023-0347 (ABDC- B category, Scopus –Q1).

Gupta, O.J., Srivastava, M.K., Darda, P., Yadav, S. and Mishra, V. (2024), ""How consumer trust affects the adoption of e-healthcare products on mobile apps: an analysis of perceived usefulness, time, and price"", International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJPHM-03-2023-0027(ABDC- C category, Scopus –Q3).

Gupta.O., Yadav.S, Srivastava.M, Darda.P, &Mishra.V, (2023) “Understanding the intention to use metaverse in healthcare utilizing a mix method approach” in International Journal of Healthcare Management, (Scopus Q1).

Jasrotia, S., Darda, P., & Pandey, S. “Changing Values of Millennials and Centennials towards responsible consumption and sustainable society” in Society and Business Review. Emerald Publication (ABDC- B category, Scopus –Q1).

Pendse, M. K., Nerlekar, V. S., & Darda, P. (2022). A comprehensive look at Greenwashing from 1996 to 2021: a bibliometric analysis. Journal of Indian Business Research. (ABDC- C category, Scopus -Q2).

Kapoor, M., & Darda, P. (2022). Happiness and Self as Social Constructs-an Interpretative Phenomenological Analysis of Buddhist Practitioners Transcendence: Key Lessons in Resilience. Journal of Resilient Economies (ISSN: 2653-1917), 2(1).

Achievement & Awards

2025-Best Faculty in Teaching Excellence Award for academic year 2022-23 at Jaipuria Institute
of Management, Indore

2024 - Best Research Paper Award for paper titled ""Bridging the Gap: Understanding Attitudes and Behaviors in Sustainable Consumption,"" at the 1st International Conference on Eco Friendly and Zero Waste (ICEZ 2024) held in Bandung, Indonesia.

2023 - Best Research Paper Award for paper titled “Enhancing Service Delivery in Under- developed Regions using Voice Enabled Interactive Technology” at the APSKI International conference on Entrepreneurship, Indonesia

2022 - Best Paper Award at the 1st International Conference on Innovations in Business, Trade and Commerce (IBTC2022), organized by ACCA UK and ICSI. Paper: Bibliographic review on Greenwashing practices.

2022 - Best Paper Award for paper titled ""Role of Consumer Trust on Consumer willingness to purchase e-healthcare products on mobile apps: Controlling the effects of Perceived usefulness, Time, & Price"" at 3rd International Conference on Role of Innovation, Entrepreneurship, and Management for Sustainable Development (ICRIEMSD-2022) organized by OP Jindal University, Raigarh, in association with ICRC AIMA, Jose Maria College, Philippines, on November 25–26, 2022.

Authored Books

Darda, P. & Dandge, P. (2022) “#Own your story”, Notion press Publication, ISBN 979-8-88883- 995-9

Conference Proceedings

Darda, P., & Chitnis, R. M. (2019). A review on voice assistant adoption in banking and insurance sector. NASMEI International conference IIM-Indore Summer Marketing information Systems conference. Emerald Group Publishing, ISBN: ISBN: 978-1-78635-428-0

Conference Papers

Presented paper titled “Reconnecting with Humanity: Marketing’s Role in Promoting Responsible Technology While Serving People.” at 2024 American Marketing Association, Summer Academic Conference.

Presented paper titled “Getting used to Voice Assistants: Examining Drivers and Consequences of AI enabled Devices” at 2022 American Marketing Association, Summer Academic Conference.

"Happiness" And "Self" As Social Constructs: An Interpretative Phenomenological Analysis of Buddhist Practitioners Transcendence: Key Lessons in Resilience at Centre for International Trade and Business in Asia (CITBA), International Conference On Business, Economics, Management, And Sustainability (BEMAS) 2022, JAMESCOOK University, Australia.

Presented paper titled “Reconnecting with Humanity: Marketing’s Role in Promoting Responsible Technology While Serving People.” at 2024 American Marketing Association, Summer Academic Conference.

Presented paper titled “Getting used to Voice Assistants: Examining Drivers and Consequences of AI enabled Devices” at 2022 American Marketing Association, Summer Academic Conference.

Happiness" And "Self" As Social Constructs: An Interpretative Phenomenological Analysis of Buddhist Practitioners Transcendence: Key Lessons in Resilience at Centre for International Trade and Business in Asia (CITBA), International Conference On Business, Economics, Management, And Sustainability (BEMAS) 2022, JAMESCOOK University, Australia.

Case Studies

Darda.P (2024) & Pandey.S. Can Lelantos Win the Scooter Race? Harvard Business Review by Harvard BusinessPublishing. HBP NO: 8728,

Pandey.S & Darda.P (2024). Ivey Publishing - Ivey Business School. (n.d.). Nykaa-time- to- redefine customer-experience..

Darda, P., & Pandey, S. (2024). #IAmAmazon: personalizing buyer-seller connect in Indian e-commerce. The CASE Journal. https://doi.org/10.1108/tcj-06-2024-0182

Darda, P., & Gaur, S. S. (2024). The Resurgence of Air India Brand Under Tata Group’s Leadership: Revitalizing Legacy Skies. In Marketing Cases from Emerging Multinational Enterprises (eMNEs) (pp. 11–20). https://doi.org/10.1007/978-3-031-63394-2_2.

Patent: VOICE ASSISTANT ADOPTION SYSTEM AND METHOD Patented in The Patent Office Journal No. 08/2022 Dated 25/02/2022, No. of pages: 14, claims: 6, Application No. 202221005593 A"

Shankar, S., & Darda, P. (2021). BYJU's & AESL acquisition. Case-Reference no. 321-0316-1. The Case Centre.  https://www.thecasecentre.org/products/view?id=179876

Roy, S., & Darda, P. (2021). A case on GSK merger with HUL. Case-Reference no. 321-0325-1. The Case Centre.  https://www.thecasecentre.org/products/view?id=180133

Upganlawar, T., & Darda, P. (2021). Use of social media: Boon to Nike. Case-Reference no. 521-0099-1. The Case Centre. https://www.thecasecentre.org/products/view?id=179813

Sharma, S., & Darda, P. (2021). The journey from business of ideas to Jio Creative Labs. Case-Reference no. 321-0386-1. The Case Centre. https://www.thecasecentre.org/products/view?id=181352

Darda, P., Pandey, S., & Kapoor, M. (2021). Rebranding of Fair & Lovely to Glow & Lovely: An attempt to redefine beauty. Case-Reference no. 521-0126-1. The Case Centre. https://www.thecasecentre.org/products/view?id=181392

Baraskar, S., & Darda, P. (2022). Facebook's acquisition of Instagram. Case-Reference no. 322-0065-1. The Case Centre. https://www.thecasecentre.org/products/view?id=182933