Research & Publications

My research examines how digital technologies, innovation, and market institutions shape firm behaviour, consumer decision-making, and economic outcomes in emerging markets. I draw on quantitative methods, field-based research, and collaborations with organisations to investigate questions at the intersection of marketing, technology, and development.

Working Papers

Producer-Consumers Market Value Exchange: Dairy Microentrepreneurs and Retail Consumption
ActiveJan 2025 — Present

Producer-Consumers Market Value Exchange: Dairy Microentrepreneurs and Retail Consumption

Examining the impact of gender norms on the sales performance, consumer behaviour, and marketing strategies for the rural retail model. The initiative covers 35+ stores in rural areas, following a circular-economy model, offering branded products to rural consumers who are also dairy entrepreneurs providing milk to the parent firm processing it into dairy-based products.

CollaboratorsProf. Jaideep Prabhu

Data Partner

Banas Dairy
AI-Powered Satellite Data & WhatsApp Advisory for Farmer's Productivity in India
ActiveApr 2023 — Present

AI-Powered Satellite Data & WhatsApp Advisory for Farmer's Productivity in India

Evaluating the causal impact of satellite-based agricultural advisories on farmer productivity. Comparing WhatsApp-based alerts versus the AI advisory, using remote sensing data of 900+ farms. The study aims to understand the different outcomes based on the farm size and weather conditions across the farms.

CollaboratorsProf. Paul Kattuman, Prof. Luisa Corrado, Prof. Jaideep Prabhu

Data Partner

Farmonaut
Shattering the Invisible Chains: Social Norms Impacting Women Retailers & Supplier Dependency in Egypt
ActiveJan 2023 — Present

Shattering the Invisible Chains: Social Norms Impacting Women Retailers & Supplier Dependency in Egypt

Investigating how age and gender influence buyer dependency in microenterprises in Egypt, this study uses multi-methods, including surveys, interviews, and scenario-based field experiments, to identify effective interventions to reduce supplier dependency and improve business performance for women entrepreneurs.

CollaboratorsProf. Magda Hassan, Prof. Jaideep Prabhu, Prof. Jarrod Vassello

Data Partner

Microentrepreneurs in Egypt

Publications

2026

Democratizing Space: India’s Frugal Space Innovation Provides Key Lessons for Emerging Nations

Corrado, L., Gupta-Rawal, S., Kattuman, P., & Prabhu, J.

PNAS Opinion, 123(8): e2514657123

DOIPDF
2025

Dynamic AI-embedded Super App: A Design-Based Process Innovation towards Customer Engagement and Value Creation

Gupta, S., Gupta-Rawal, S., & Shrivastava, P.

Journal of Product Innovation Management, 43(1), 99–124

DOIPDF
2023

More the Merrier!! Understanding the Effect of Available Content Choices over Willingness to Pay for Over-the-Top Subscriptions

Gupta, S., Shrivastava, P., & Gupta-Rawal, S.

Psychology & Marketing, 40(12), 2612–2626

DOIPDF
2021

Online-to-Offline (O2O) Commerce in Emerging Markets: Analysis of the Retail Sector

Gupta-Rawal, S. & Jeyaraj, A.

Journal of Asia-Pacific Business, 22(4), 260–278

DOIPDF