Prof. Giridhar Ramachandran

Prof. Giridhar Ramachandran

Qualification : Ph.D. (IIT Madras); MS (Univ. of Maryland); MBA (University of Madras); BSc Mathematics (University of Madras)

Email :

Functional Area : Marketing

Languages Known : English, Hindi, Tamil, spoken Malayalam

Brief Profile  

Giridhar has 14 odd years of rich experience in industry. First 5 yrs were in auto and auto finance industry, in wholesale and retail credit and sales planning. Interest in quantitative methods and their role in solving business problems, led him to do a Masters program in Decision Sciences from the University of Maryland, College Park. The next 5 years were spent in the fascinating world of analytics - working with and for some of the world`s leading brands - P&G, IBM, Dell before moving to academics for pursuing a doctoral degree at IIT Madras. Prior to joining XLRI, Giridhar was part of Ford Motor Company, as part of the auto major`s exciting journey in leveraging analytics for business value. Here he lead a dream team of data scientists working on global projects some of which delivered over $100 million in value.

Doctoral research was in the area of brand/consumption communities - an emerging channel to engage with current and prospective customers. Qualitative research methods used as part of the research methodology helped augment his existing skillset, while helping him develop appreciation for sociology and psychology. Part of his research was developed as a documentary and screened in the Association for Consumer Research`s film festival (link)

Total Experience (in months)
 168 months (as on 16-SEP-19)

Experience Detail  

Ford Motor Company
General Manager - Global Data, Insights and Analytics (January 2017 - June 2019)
Manager - Global Data, Insights and Analytics (October 2015 - December 2016)

Dell International Services
Analytics Manager (July 2009 - July 2010)

WNS Global Services (formerly Marketics Technologies - an analytics startup)
Client Services Director (April 2008 - June 2009)
Lead statistician and Team lead (February 2006 - March 2008)
Business Analysis Manager (December 2004 - January 2006)

Toyota Kirloskar Motor
Officer - Marketing (January 2001 - July 2002)

Kotak Mahindra Group
Manager - Corporate Sales (online content aggregation) (June 2000 - December 2000)
Dealer Account Manager (captive auto finance) (August 1997 - May 2000)

Prof. Giridhar Ramachandran

Prof. Giridhar Ramachandran

Achievements and Research Interest/Area of Research Interests

Academic Distinction (Awards and Scholarships)

  • N Kannan prize for best thesis in Marketing, IIT Madras, 2019
  • Syndicate Bank Best Paper Award, IIM B Doctoral Consortium, 2014
  • Academy of Marketing Science Inaugural Doctoral Consortium Fellow, 2015

Adminstrative Distinction

  • Asia Pacific Recognition Award, Ford Motor Company, 2016
  • One of the 30 managers in Asia Pacific handpicked for executive leadership training in Ford, 2017
  • Recognized as High Achiever in the area of People Development by WNS Global Services, 2008
  • All India Best Performer, Ford Credit Kotak Mahindra, 1998

Brand/Consumption communities, Mindful consumption

In-Company Programs

  • Two day training on advanced analytics concepts at Ormax Media, March 2012
  • Two day training on advanced analytics concepts for members of the Business Intelligence Unit, ICICI Bank, January 2008
  • Six month training on advanced analytics for students enrolled with Analytics Training Institute, June - December 2007


Journal Articles-Refereed
Richa Agrawal and Giridhar Ramachandran (2017) "Flocking together - Benefits and Costs of Small Group Community Participation", European Journal of Marketing, (

Paper Presentations-Refereed

Ramachandran, G. and Agrawal, R. (2013), Coffee shops yesterday, running groups today - consumption communities as the new address for Oldenburgs third places (20 Min). Presented in the Association for Consumer Researchs North American Conference. (Videography).

Ramachandran, G and Menon, P. (2011, December), Understanding Buyer Behavior of electronic  goods: A Netnographic Study of Indian Consumer Forums. Paper presented at the fifth Great Lakes NASMEI Marketing Conference, Chennai, India.

Saxena, N and Ramachandran, G. (2010, July), Assessing the factors influencing Net Promoter Score. Paper presented at the First International Conference on Business Analytics, Great Lakes Institute of Management, Chennai, India.