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Achint Nigam

Assistant Professor, Department of Management,
BITS Pilani, Pilani Campus

Agentic AI, Generative AI, Healthcare Marketing, Marketing, Marketing Analytics, Marketing Research, Statistics, Technology Marketing
6068-I, Department of Management, New Academic Building, Birla Institute of Technology & Science, Pilani- 333031, Rajasthan. India.

Research Interests:

  1. Business applications of GenAI
  2. Business applications of Agentic AI
  3. Business applications of AI
  4. Marketing & AI
  5. Applications of Blockchain for Marketing
  6. Marketing and Industry 4.0
  7. Gamification 
  8. Sports Marketing
  9. Behavioral Marketing (Marketing plus Behavioral Economics)
  10. Pricing Strategy
  11. Digital Marketing

Ph.D./Master Thesis Students

Ph.D. Students:

Graduated Ph.D. Students:

  1. Ms. Shreya Sangal (Graduated 2025, awarded the BITS Outstanding Ph.D. Thesis award in the non-STEM category). Thesis title: Applications of Blockchain for Consumer Trust: A Multi-Sectoral Study (6 publications)

Current Ph.D. Students:

  1. Mr. Bharat Bhushan (working on Role of Stakeholders in Value Co-creation in Private HEI)
  2. Ms. Swati Pradeep Gupta (working on CSR and AI)
  3. Mr. Abhishesk Ranjan (working on Advertising and AI)
  4. Mr. Sudhir Kalyanikar (working on B2B marketing and AI)

*This list is up-to-date as of 5 May 2026. In the past, there were a few additional Ph.D. scholars under my guidance. Some electronic sources may still list my name alongside theirs, but those records have not been updated.

Master's Thesis Students:

  1. Shubhashish Sinha (2021B2A12760P) (2026): LLM usage and its influence on FMCG Purchase in GenZ. Course Code: BITS F421T Second Semester 2025-2026.
  2. Kushagra Sinha (2020B3A80920P) (2025): GenAi for higher education – An exploratory study / Analyzing the Impact of Academic, Social, and Institutional Factors on Student Outcomes Using Covariance-Based Structural Equation Modeling Second Semester 2024-2025 (1161). Course Code: BITS F422T
  3. Aditya Vinit Dixit (2018B5A10500P) (2022): Scope of Metaverse for Gen-Z consumer Second Semester 2022-2023 (1155) Course Code: BITS F424T
  4. Siya Goyal (2018B1A20623P) (2022): Analyzing the use of blockchain in healthcare and genomics: Case study on relevant companies. First Semester 2022-2023 (1154). Course Code: BITS F423T