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Achint Nigam

Associate 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:

Any incoming Ph.D. student should have a strong interest in marketing. My research focuses on the applications of new-age technologies in marketing rather than the technologies themselves. Individuals with a primary interest in IT are not an ideal fit for this program under my supervision.

I prefer full-time Ph.D. students who are strongly inclined to pursue an academic career and are prepared to dedicate at least five to six years to their studies solely. Such students should be eager to understand the "why" and "how" of research and be willing to read multiple books and research papers. While I encourage the use of AI for learning purposes, it should not be used as a substitute for deep study.

For part-time Ph.D. students, a decade or more of industry experience in marketing is essential. Preference will be given to applicants with experience at well-known firms specializing in marketing strategy, branding, planning, advertising, and related areas.

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, I had a few additional Ph.D. students 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