Rahul Gupta Choudhury has done his schooling from St. Xavier’s and is a chemical engineer from NIT, Durgapur, India (1987). He is a post graduate (MBA) from IIM, Lucknow, India (1989). After that he worked in the corporate sector for 14years, rising to the general manager level. During this period, he worked in multinationals and very large corporate establishments. In the corporate sector, he has primarily worked in the areas of sales and marketing, and supply chain management. He was also a Fulbright scholar from Carnegie Mellon University, Pittsburgh, USA. Then he shifted to academics, teaching in top private business schools in India. Simultaneously, he did his Ph.D. from Alliance University, Bangalore, India (2011-2016). He has now been in academics for the last 16 years. He is quite active in research and has published many papers in reputed national and international journals. He has participated in many national/international conferences so far and has written one book chapter on emotional branding. He has also been the recipient of Best Faculty Award.