My Research is modest, but the outcomes are impactful
Where My Research Finds Its Voice
Recent Work
“Unpacking Consumer Multihoming: The Gender Dynamics in Food Delivery Platforms”
Co-authored with Prof. Neeraj Singh and Prof. Sanjeev Kapoor
This study provides valuable insights into consumer behaviour on food delivery platforms, offering practical implications for businesses. It explores the under-researched phenomenon of "multihoming," where users engage with multiple apps and examines the role of gender in shaping this behaviour. Through a survey of 493 users and rigorous analysis, the research reveals that men tend to use multiple platforms more frequently, while women’s likelihood of multihoming increases with frequent usage. These findings are helpful for food delivery companies facing tough competition, as they offer strategies to improve customer loyalty and reduce the tendency of users to switch between platforms. This genuine research builds upon existing literature and offers new, actionable insights for businesses in the industry.
“Scaling Biofortified Rice & Wheat in PDS: Impact Analysis in Bihar & Odisha”
Coauthored with Anjani Kumar, Smriti Verma, Sunil Saroj
This paper explores the transformative potential of India’s Public Distribution System (PDS) in addressing the growing issue of micronutrient deficiencies, particularly in Bihar and Odisha—two of the country’s most impoverished states. By introducing biofortified crops, which are enriched with essential nutrients like zinc and iron, the study shows that replacing traditional varieties could boost the intake of these vital micronutrients by up to 33%. This strategy offers a timely and impactful solution to improving public health, enhancing nutrition, and combating malnutrition in regions that need it the most.
“Bridging Information Gaps in India’s Agri-Input Market for Farmer Empowerment”
Coauthored with Prof. Sanjeev Kapoor
Farmers face significant challenges due to limited information when purchasing agricultural inputs, such as seeds, fertilisers, agrochemicals, and farm machinery. This study highlights the critical factors influencing farmers' purchasing decisions, including germination rates, yield potential, health impacts, soil health, and packaging quality—far outweighing price concerns. For the agri-input industry, addressing these information gaps can enhance trust, reduce uncertainty, and provide a competitive edge in the market. By aligning product offerings with farmers' needs, the industry can drive higher productivity and support sustainable farming practices.
“Gen Y's Soft Drink Habits: Attitudes and Trends in India”
Coauthored with Prof. Sanjeev Kapoor
This paper investigates the soft drink consumption patterns and attitudes of Indian youth, aged 18-30, using a questionnaire, cluster analysis, and factor analysis. The study found that young Indians prefer diet drinks and fruit juices over regular soft drinks, consuming them as distinct drinks on specific occasions. Key factors influencing consumption were easy availability and perceived nutritional value. The paper suggests that soft drink companies should focus on healthier, refreshing products and that regulating availability near educational institutions could help reduce consumption and associated diseases.
“Transforming Agricultural Education in India: Leveraging Marketing for Competitiveness”
This paper critically examines the stagnant state of agricultural higher education in India, which faces an identity crisis among stakeholders, and explores how applying marketing concepts can enhance its competitiveness. Despite the global success of marketing strategies in higher education, they remain largely untapped in Indian agricultural institutions. Through an extensive review of the literature and relevant data, the study identifies marketing orientation as the most suitable approach, given the unique objectives, stakeholder diversity, and public funding structure of these institutions. The paper proposes a strategic, three-tier marketing framework to revitalise agricultural education, offering a clear path to increased relevance and competitiveness in the changing educational market.
“We Were, Are, and Will Remain Discriminated Against”
Transgender individuals have long faced discrimination and marginalisation, a fact widely recognised in society. However, with recent legal and governmental efforts aimed at improving their rights, has their situation actually changed? This study explores the lived experiences of transgender people in Odisha, focusing on key areas like social standing, economic security, political participation, and access to healthcare. By analysing personal narratives, the research offers a deeper understanding of their current status and highlights both the progress made and the ongoing challenges they face in society.
Other offerings
Education isn't just about acquiring knowledge; it's the key that opens doors to new worlds, empowers individuals, and shapes a brighter future.
Testimonials
“Collaborating with Prof. Niraj on our project documenting rural transformations in India was a
privilege. His academic prowess and leadership in partnering with our team were exceptional. Prof.Niraj's dedication ensured each case story was accurate and impactful, resulting in an inspiring book showcasing his rigor and passion. His ability to bridge academic theory with practical application and storytelling expertise gave rural India's voices a platform to be heard and celebrated.”
Manas Satpathy
PRADAN, India
Prof. Niraj Kumar has greatly enriched MFIN’s training collaboration with XIM University, Bhubaneswar. His approach stands out among outstanding resource persons @ XIM, fostering active engagement and leaving a lasting impact on participants. Beyond his expertise and commitment, Professor Kumar’s warm demeanor creates a conducive learning environment. I look forward to our next collaboration.
Sheetal Prasad
Vice President (MFin)
I have known Professor Niraj Kumar, a distinguished educator and researcher at XIMB, for nearly 20 years. As a forest officer in various leadership positions, I had the privilege of collaborating with him on several important assignments, including the JICA-supported Orissa Forestry Sector Development Project. His invaluable academic contributions and exceptional tailored training programs were instrumental in the project's successful execution, which received the highest ratings in all five parameters during the ex-post evaluation.
Arun K. Bansal, IFS (Retd)
Former Addl DG Forests, India
Professor Niraj Kumar has been an invaluable ally to the Odisha Forest Department. His contributions to various projects consistently exceed expectations, demonstrating a remarkable sensitivity to the needs of forest-dependent communities and the environment. Professor Kumar's training programs are outstanding, providing practical insights and invaluable tips directly applicable to participants' roles. His deep understanding of rural India and local governance renders him as an invaluable resource for government officers across domains.
Debidutta Biswal, IFS
PCCF & HoFF, Govt. of Odisha
Collaborating with Niraj Ji has always been enriching. A professional imbued with energy and innovative ideas, he excels in action research. His expertise in Agribusiness and the Rural Market in India is exemplary. Prof. Kumar's publications in international journals, alongside the consistently outstanding feedback from his courses, including those at IIM Lucknow, underscore his formidable academic prowess.
Dr. Sanjeev Kapoor
Professor, IIM, Lucknow.