Dr. Harshit Maurya has completed his Ph.D. in Marketing from the University of Lucknow in early 2014 and is UGC-NET qualified. He brings with himself 10 years of academic experience across different prestigious institutes and close to 3 years stint with a market research firm. He has been a Young Faculty Fellow for the prestigious AIM-AMA Sheth Consortium in Marketing in 2016. He has a keen interest in studying subsistence marketplaces and distribution related issues in Indian markets. His initial scholarly works have been published with various international journals of repute, like- Journal of Global Marketing, The Marketing Review, Services Marketing Quarterly, & International Journal of Retail & Distribution Management. He serves as an ad-hoc reviewer for AMA conferences & various journals of high accreditation. His current research revolves around subsistence marketplaces, rural retailing, & COO effect. His teaching areas of interest include papers like Subsistence Marketplaces, Rural Marketing, Brand Management, Marketing Management, Sales & Distribution Management.