Profile
Dr. Sridevi M
Assistant Professor of Marketing
Dr. Sridevi M is an Assistant Professor in the Department of Management Studies at Christ Academy Institute for Advanced Studies, Bengaluru. She holds a Ph.D. in Services Marketing from Periyar University, Tamil Nadu, awarded in 2026, an MBA in Marketing from Mysore University, and a B.E. in Electronics and Communication Engineering from Anna University, Tamil Nadu. With over 10 years of professional experience, including more than 8 years in teaching and over 2 years of industry experience, she has extensive experience in undergraduate and postgraduate teaching, academic coordination, student mentoring, and experiential learning.
Her areas of teaching and research include Marketing, Services Marketing, Consumer Behaviour, Digital Marketing, OTT Streaming, Retail Technology, Entrepreneurship, and General Management. Her doctoral research focused on “Over The Top (OTT) Streaming in India – Consumer Determinant, Inclination and Strategies.” She has published 20 journal papers and book chapters, including Scopus-indexed publications, and has authored and co-authored textbooks in Marketing, Consumer Behaviour, Marketing Research, and Entrepreneurship. Her academic contributions also include industry visits, practitioner-led sessions, innovative teaching practices, student development initiatives, and research presentations at national and international conferences.
Area
Marketing and General Management
Qualification
B.E. – Electronics and Communication Engineering; MBA – Marketing; Ph.D. – Services Marketing
Experience
- 8 Years Academic Teaching
- 2 Years Industry
Publications
- Sridevi, M., & Sarathy, T. (2025). OTT market dynamics: Understanding consumer behaviour and pricing in emerging economies. Asian Journal of Economics, Business and Accounting, 25(10), 457–470.
- Bhalerao, K., Sridevi, M., et al. (2026). Blockchain technology for supply chain transparency. In Advanced Transportation Systems in the Field of Engineering and Technology. CRC Press.
- Sridevi, M., Muthulakshmi, P., Rosaline Jayanthi, S., & Lakshmipathi, S. (2026). Augmented reality and its role in retail strategy innovation. Minnesota Journal of Business Law and Entrepreneurship, 2026(1), 348.
- Acharya, S. N., Seshadri, A., Padmashree, P., & Sridevi, M. (2025). Bridging the skills gap: Role of AI to transform talent acquisition and education in a digitally transformed world. Journal of Information Systems Engineering and Management, 10(55s), 787.
- Sridevi, M., Suma, S. R., Anupama, Vimala, Nayana Kumari, Priyanka, H. B., Dhanalakshmi, & Jaya Shankar (2025). Women’s entrepreneurial leadership and the longevity of family businesses: A comprehensive review. Nanotechnology Perceptions, 21(4), 68–76.
- Sridevi, M., Sarathy, T., Padmashree, P., & Sathyakala, S. (2024). Changing Pricing Strategies and Its Impact Towards Buying Behavior – An Empirical Study with Reference to OTT and E-Pharmacy Sectors. Journal of Informatics Education and Research, 4(1), 819–824.
- Sridevi, M., Sathya Kala, S., Deepa, V., & Lal, S. R. (2023). Over the Top (OTT) Streaming and User Adoption: A Conceptual Study in the Indian Context. In Sustainable Environment, Manifestation and Augmentation (pp. 206–211). Jupiter Publications Consortium.
- Sridevi, M., Sarathy, T., & Deepa, V. (2023). A Diversity Assessment of Indian Regional Content on OTT Platforms – A Theoretical Study. Dizhen Dizhi Journal, 15(11), 85–99.
- Sathyakala, S., & Sridevi, M. (2023). An Examination of the Effects of Cotton Price Variability on the Financial Performance of Selected Textile Mills. Dizhen Dizhi Journal, 15(11), 196–214.
- Sridevi, M., D. S. (2023). A Performance of Capital Adequacy Ratio Indicator in Private Sector Banks – An Empirical Study. A Journal for New Zealand Herpetology, 12(03), 2035–2046.
- Deepa, V., Senthil Kumar, S. A., & Sridevi, M. (2023). Micro Health Insurance: Impact and Issues of Covid-19 Situation. International Journal for Research in Engineering Application & Management (IJREAM), 8(12), 128–131.
- Sathya Kala, S., Mohanasundari, M., Sridevi, M., Jawahar Kumar, P. K., & Roshini, V. N. (2023). An Examinational of Retail Investors’ Behavior towards Various Financial Alternatives: An Empirical Analysis. A Journal for New Zealand Herpetology, 12(03), 2081–2093.
- Sridevi, M., & Manjunath, H. (2022). Impact of Marketing Mix in the Automobile Sector with Special Reference to Passenger Car Segment: A Comparative Study among Foreign Brands and Domestic Brands. International Journal of Research (IJR), 9(02), 184–200.
- Sridevi, M., & Deepa, V. (2022). A Study on Effectiveness and the Impact of Online Learning During Covid-19 Pandemic: Students’ Perspectives at T. John College, Bengaluru. Samyoya: An Academic Journal, 21(01), 61–71.
- Sridevi, M., & Sarathy, T. (2022). The Dynamic Scenario of OTT: Netflix at Crossroads. Research and Reflections on Education, 20(4), 52–58.
- Sridevi, M., Deepa, V., & Sarathy, T. (2022). Over the Top (OTT) Video Streaming Services and Its Impact During Covid-19 Pandemic. Journal of Emerging Technologies and Innovative Research (JETIR), 9(5), b596–b604.
- Deepa, V., & Sridevi, M. (2022). Micro Health Insurance Companies and Vulnerable Section of Society. Samyoya: An Academic Journal, 12(01), 131–137.
- Ramu, N., & Sridevi, M. (2022). Exploring the Association Between Various Dimensions of Customer Based Brand Equity – With Special Reference to ID Fresh Foods. Journal of Education: Rabindra Bharati University, 25(01(I)), 69–82.
- Deepa, V., & Sridevi, M. (2022). Micro Health Insurance Among Rural Women. Integrated Journal for Research in Arts and Humanities, 2(3), 25–29.
- Sabita Rani Lal, Nivedita Bose, Sathya Kala, S., & Sridevi, M. (2022). The Impact of Retail Investor’s Behavior on Equity Shares in Karnataka State – An Empirical Study. World Journal of Management and Economics, 15(6), 159–172.
- Sridevi, M., & Sarathy, T. (2022). The Dynamic Scenario of OTT: Netflix at Crossroads. Research and Reflections on Education, 20(4), 52–58.
- Roopa K. V., Milana Naidu B., & Sridevi, M. (2020, March). Green Consumerism: A Special Emphasis on Purchase Behavior towards Eco-Friendly Products in Bengaluru. International Journal of Recent Technology and Engineering (IJRTE), 8(6), 716–719.
- Sridevi, M., & Deepa, V. (2024). Modern Marketing. Prime International Publications Pvt. Ltd., Bengaluru.
- Prabha Deena, & Sridevi, M. (2023). Consumer Behavior. Thakur Publications Pvt. Ltd., Bengaluru.
- Prabha Deena, & Sridevi, M. (2023). Marketing Research and Metrics. Thakur Publications Pvt. Ltd., Bengaluru.
- Badrinath, M. N., Venkatesh Shetty, & Sridevi, M. (2022). Entrepreneurship and Ethics. Thakur Publications Pvt. Ltd., Bengaluru.
FDPs / Workshops / Seminars
- Five-Day Faculty Development Programme (FDP) – “Evolve: Unlock Your Leadership Potential”, IQAC, Christ Academy Institute for Advanced Studies, Bengaluru, April 2025.
- Faculty Enrichment Programme (FEP) – “AI Tools for Research and Teaching”, Christ Academy Institute for Advanced Studies, Bengaluru.
- One-Week Faculty Development Programme – “Upskill Your Resources”, Department of Business Administration, Ayya Nadar Janaki Ammal College, Sivakasi, under UGC Autonomy Grant.
- One-Week Faculty Development Programme – “SPSS and Qualitative Design and Applications”, Eudoxia Research University, India.
- Faculty Development Programme on MOOC Pedagogy, Indian Institute of Management Bangalore (IIM Bangalore).
- One-Week Short-Term Training Programme (STTP) on Advanced Research Methodology, REST Society for Research International, Krishnagiri, May 2020; qualified the examination.
- Three-Day Workshop on Research Methodology using SPSS, PSG Institute of Management, Coimbatore.
- Two-Day Workshop on Research and Innovation, ISBR Institution, Bengaluru.
- Three-Week Online Workshop on Data Structuring and Data Analysis Tools – MS Excel, Christ College of Science and Management, Bengaluru.
- NAAC Workshop, IFIM College, Bengaluru.
Academic Conferences
- “CultuRASC: A Comprehensive Benchmark for Sarcasm Detection in Hindi-English Code-Mixed Tweets with Novel Combined Loss and Explainable AI” – 2026 International Conference on Recent Advancement in Electrical, Computer and Communication Technologies (IECCT), Bengaluru, India, 2026.
- “Factors of E-consumer Behaviour for E-Pharmacy Adoption: A Literature Review” – JAIN (Deemed-to-be University), Center for Management Studies, Bengaluru, India, 8–9 December 2023.
- “Changing Pricing Strategies and Its Impact Towards Buying Behaviour – An Empirical Study with Reference to OTT and E-Pharmacy Sectors” – IIM, Pune, December 2023.
- “Examining Promotional Initiatives of OTT Streaming Services and Its Impact on Viewers of Web Series” – AMC College, National Conference on “India’s Journey towards Trillion Economy – Opportunities and Challenges”, 25–26 September 2023.
- “Psychological Impact of Web Series Among Youth: Emerging Trends” – National Conference on Advances in Business Transformation and Management Practices, T. John College, Bengaluru, 30 June 2023.
- “The Rise of OTT Players: What is the Appropriate Regulatory Response” – Department of Management Studies, Rathinam College of Arts and Science, Coimbatore, 14 September 2022.
- “The Dynamic Scenario of OTT: Netflix at the Crossroads” – Department of Management Studies, Periyar University, Salem, 6 September 2022.
- “Examining the Global Impact of Tourism and Hospitality Industry Post COVID-19” – National Conference on Emerging Paradigms of Business Activities Post Covid, T. John College, Bengaluru, 26 August 2022.
- “Micro Health Insurance: Impact and Issues During the COVID-19 Pandemic Situation” – National Conference on Emerging Paradigms of Business Activities Post Covid, T. John College, Bengaluru, 26 August 2022.
- “Omni Channel Marketing” – Department of Commerce (CA), Islamiah College (Autonomous), Vaniyambadi, Tamil Nadu, 10 March 2022.
- “Growth of Tourism in Karnataka: Deriving an Empirical Relation Between Number of Tourists and State GDP” – The New Economist, Dwaraka Doss Goverdhan Doss Vaishnav College, August 2020.
- “National Conference on Innovative Management Practices towards Business Excellence” – Koshys Institute of Management, Bengaluru, 16 November 2019.
- “Business Case Conference 2.0” – Sona School of Management, Salem, 14 November 2019.
- “International Conference on Transfiguration of India” – Vivekananda Institution, Tiruchengode, 24 January 2019.
- “International Conference on Current Trends in Global Business Practices and Management Education” – ISBR Institution, Bengaluru, 7 April 2018.
Professional Affiliations
- Serving as a member of NAAC Criteria 7 at the departmental level in CAIAS.
- Responsible for organizing expert talks and guest lectures at the departmental level in CAIAS.
- Overseeing skill development activities for students at the departmental level in CAIAS.
- Member of the ICAPE Centre at the college level.
- Pursuing part time PhD in Periyar University – Salem, Tamil Nadu.
- Pursuing full time certification course on Data Analytics – Besant Technologies, E-City, Bengaluru.
Achievements & Highlights
- Ph.D. in Services Marketing awarded by Periyar University, Tamil Nadu, in 2026, with doctoral research on “Over The Top (OTT) Streaming in India – Consumer Determinant, Inclination and Strategies.”
- Over 10 years of professional experience, including more than 8 years of academic teaching experience and over 2 years of industry experience.
- Published 20 journal papers and book chapters, including 5 Scopus-indexed journal papers, 1 Scopus-indexed book chapter, and 3 Scopus-indexed conference papers.
- Authored and co-authored five books in Marketing, Consumer Behaviour, Marketing Research, and Entrepreneurship.
- Presented research papers at national and international conferences and participated in several academic conferences and research forums.
- Received Best Faculty Mentor recognition for the Social Immersion Project (PG) at IFIM College.
- Contributed to academic coordination and institutional responsibilities, including AICTE Coordinator, CVESD Coordinator, Marketing Club Coordinator, NAAC Criteria-6 Coordinator, Examination Committee Member, Business Club Chairperson, and Entrepreneurship Cell Member.
- Achieved 90–100% pass rates across eight course sections, with 100% pass rates in four sections, covering more than 460 students at Christ Academy Institute for Advanced Studies.
- Promoted experiential and innovative teaching practices through industry visits, practitioner-led sessions, case studies, field studies, gamification, quizzes, and activity-based learning.
- Successfully completed Faculty Development Programmes and training in AI tools for research and teaching, SPSS, qualitative research, MOOC pedagogy, advanced research methodology, and data analytics.
- Holds ORCID: 0009-0000-4464-6880 and Scopus Author ID: 60261214000.
- Qualified with Elite certification in AI in Marketing and Consumer Behaviour through SWAYAM–NPTEL.
