Contact
nithya@mccbtsb.edu.in
Contact
nithya@mccbtsb.edu.in
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Dr. Nithya V

,

Assistant Professor

OVERVIEW

Dr. Nithya V has over 15 years of teaching experience in Management and Commerce, followed by research and post-doctoral roles at IIT Madras. She completed her Post-Doctoral Fellowship at the Department of Management Studies, IIT Madras. Her academic interests centre on marketing, consumer behaviour, brand management, and entrepreneurship. She has published in peer-reviewed journals, contributed book chapters, and presented her work at national and international conferences. At IIT Madras, she worked on projects funded by the National Commission for Women (NCW) and the Indian Council of Social Science Research (ICSSR), with a focus on women athletes and women entrepreneurs. She served as PhD Placement Coordinator at the Career Pathway Centre, IIT Madras.

Education

  • Doctor of Philosophy (Ph.D.) in Marketing, Bharathiar University, Coimbatore, 2019.
  • Master of Philosophy in Management, Bharathiar University, Coimbatore, 2007.
  • Master of Business Administration, Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore, 2004.
  • Master of Commerce, University of Madras, Chennai, 2022.
  • Bachelor of Commerce, Avinashilingam Institute, Coimbatore, 2002.
  • Cleared UGC-NET in Management, June 2005.

EXPERIENCE

  • PhD Placement Coordinator, Career Pathway Centre, IIT Madras. (Sep 2024 – May 2026)
  • Research Associate, Department of Management Studies, IIT Madras. (Jun 2024 – Aug 2024)
  • Post-Doctoral Fellow, Department of Management Studies, IIT Madras. (Dec 2023 – May 2024)
  • Research Associate, Department of Management Studies, IIT Madras. (Mar 2023 – Nov 2023)
  • Assistant Professor, Department of Commerce (B.Com Honours), Guru Nanak College, Chennai. (2017 – 2022)
  • Assistant Professor, Department of Commerce, Hindustan College of Arts & Science, Chennai. (2016 – 2017)
  • Assistant Professor, Department of Business Management, MOP Vaishnav College for Women, Chennai. (2015 – 2016)
  • Assistant Professor, Department of Business Administration, St. Mary’s School of Management Studies, Chennai. (2007 – 2015)
  • Assistant Professor, Department of Business Management, PSGR Krishnammal College for Women, Coimbatore. (2005 – 2007)

BIOGRAPHY

Publications

Journals

  • Nithya, V. (2016). The influence of brand loyalty towards the purchase of cosmetics in Chennai. International Journal of Advanced Research in Commerce, IT & Management, 6(2), 39–43.
  • Nithya, V. (2017). The dimensions of buyer behaviour. International Journal of Advanced Research, 5(7), 1–9.
  • Nithya & Chandhok, G. (2019). Short-lived content on social media platforms: Its purpose from the perspective of Generation Z. International Journal of Scientific and Technology Research, 8(12), 761–768.
  • Nithya (2022). Virtual reality: Awareness and perception of consumers. Journal of the Asiatic Society of Mumbai, 98(11), 263.

Conference Papers

  • Nithya. (2018). How corporate social responsibility influences brand equity: A strategical report. In Changing Paradigms in Management Practices. Guru Nanak College, Chennai.
  • Nithya. (2018). The ecofriendly green skincare products: Are they pocket friendly towards our consumers? In Digital Economy and Green Management: Role of Banks, Payment Gateways, and Consumers. Guru Nanak College, Chennai.
  • Nithya & Kumudha. (2014). Exploring consumer preference, perception and relationship with special reference to the cosmetic brands. In Management, Business and Economics 2014. International Multidisciplinary Foundation, Pondicherry.
  • Nithya & Kumudha. (2014). Sustainability of brands. In Emerging Management Trends and Strategies 2014. Periyar Institute of Management Studies, Periyar University, Salem.
  • Nithya & Kumudha. (2014). Brand based customer loyalty. In Recent Advancements in Business Practices. Nehru Institute of Management Studies, Coimbatore.
  • Nithya & Kumudha. (2014). Social media in involving the consumer towards branding decisions. Karnataka State Women’s University, Bijapur.
  • Nithya & Kumudha. (2014). Retail franchising: A gateway for growth. University of Madras, Chennai.
  • Nithya & Kumudha. (2013). Consumer preference towards brand of cosmetics. In Social Aspects in Marketing Management for the 21st Century. Karnataka State Women’s University, Bijapur.

Book Chapters

  • Nithya & Kumudha (2017). The cosmetics buying behaviour and brand loyalty of female consumers in Chennai. In Globalizing Brand India: Opportunities and Challenges. IIM Kashipur, Bloomsbury Publishing India Pvt Ltd.
  • Nithya & Kumudha (2016). The brand rejuvenation: A complete strategical makeover of luxury brand cosmetics. In Island of Research Treasure Highlights. Saradalaya Press.

Professional Development

  • FDP on Research Quality and Productivity, DoMS, IIT Madras, Dec 2023.
  • Mediation, Moderation and Conditional Process Analysis: A Regression Based Approach, Nov 2023.
  • Manuscript Writing and High-Quality Publishing, Skills Edge, Apr 2023.
  • Data Analysis with SPSS, Commacad, Feb 2024.
  • Digital Marketing – NPTEL, IIM Bangalore, 8 Weeks, Feb–Apr 2025.
  • Strategic Management – NPTEL, IIM, 8 Weeks, Feb–Apr 2025.
  • Corporate Social Responsibility – NPTEL, IIT Kharagpur, 8 Weeks, Jul–Sep 2021.
  • Academic Writing – Swayam, HNB Garhwal University, 12 Weeks, Jul–Oct 2019.
  • Consumer Behaviour – NPTEL, IIT Kharagpur, 8 Weeks, Jan–Mar 2017.
  • Basic Online Research Methodology Workshop, REST Society for Research International, Apr 2020.
  • Self-Awareness and Higher Goals in Education (SAHGE 2019), IIT Madras, May 2019.
  • Multivariate Data Analysis, IIT Madras, Dec 2013.
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