Dr. Ritika Singh is an Associate Professor with over 12 years of teaching and research experience in management and marketing. She is a Gold Medalist in MBA (Marketing) and holds a Ph.D. in Marketing with a research focus on advertising and rural consumer decision-making in the FMCG sector. She is currently serving at Balaji Institute of Technology & Management (BITM), Pune, where she has been associated since 2017. Dr. Singh has played key academic leadership roles including Company Project Studies Head and has actively contributed to curriculum design, global academic collaborations, and case-writing initiatives. Her research interests span advertising, consumer behavior, sensory marketing, influencer marketing, AI in marketing, and emerging technologies. She has published extensively in SCOPUS-indexed and ABDC-ranked journals and is also an author of an academic book in retail management.