Dr. Asit Kumar Barma

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Dr. Asit Kumar Barma

Director & Professor

Area: MARKETING, DIGITAL BUSINESS ANALYTICS

A B.Tech in Electronics Engineering from IIT Madras, an MBA from IIM Ahmedabad, and a National Scholarship recipient, Dr. Asit K Barma received his Ph.D. from the Faculty of Management Sciences, University of Madras. In his 36 years of industry and academic career, he has played senior leadership roles in corporations like CMC (formerly IBM & now TCS), Tech Mahindra, Hinduja Tech, and ValueLabs. He taught at IMT Ghaziabad and Jagdish Sheth School of Management, Bangalore, before joining Bharathidasan Institute of Management as its Director and Professor in February 2021. He is also a visiting Professor at IIM Kashipur.

Leveraging his 35 years of experience in academia and industry, Dr. Asit is passionate about helping institutions prepare students for the new business order in the age of Industry 4.0. He worked with Dr. A Parasuraman, the Guru of Services Marketing, to lead the Pan India project to develop the first Index of Service Excellence in India (ISEI) during his stint with JAGSOM.

His research agenda includes Technology Readiness, Digital Business and Society, Platform Economy, ESG, and Service Excellence. Currently, he is working on a project funded by the Government of India on the National Voters’ Services Portal. A regular columnist in Business World, he writes on SDG and new technology.

An avid champion of SDGs, he has established a Centre for Sustainable Development at BIM Trichy to apply new technology and management insights into SDG/ ESG space. The Tamil Nadu Government vindicated his efforts by appointing BIM Trichy as the academic partner to conduct the prestigious ‘TN CM’s Two-Year Fellowship Program.’ Passionate about technology, Dr. Asit is instrumental in creating the Financial Trading and Analytics Centre, Real-Time Contextual Marketing Lab, Robotic Process Automation Lab, and Centre for Operations Excellence to make new technology applications a unique component of the pedagogy at BIM.

Areas of Focus

Teaching: Digital Business Strategy; Services Marketing; Digital Marketing; IT Sales and Marketing; Marketing Strategy
Consulting: Service Excellence and Customer Experience Management, Digital Transformation
Research: Service
Excellence; Technology Readiness; Digital, Society, and Platform Business

Academic Credential

Ph.D – Faculty of Management Studies, University of Madras | Title: Impact of open source CRM on customer retention.
MBA – Indian Institute of Management, Ahmedabad (1984-86)
B.Tech in Electrical (Electronics) Engineering- Indian Institute of Technology,Madras
(1979-84)
10+2 in Science with National Scholarship – West Bengal Board of Higher SecondaryEducation
(1979)

Academic Appointments

Director, Bharathidasan Institute of Management, Tiruchirappalli, February 24, 2021- till date
IFIM Business School (AACSB accredited), Bengaluru, September 2018 to February, 2021
- Chairperson – Marketing Area
- Professor – Marketing and Digital Business Areas
- Chair- index of Service Excellence in India (iSEI) project, under the guidance of Dr. A Parasuraman, University of Miami
- Chairperson – Industry Internship Program
- Chairperson – Placement
Indian Institute of Management, Kashipur, 2018 to till date
- Visiting Professor Subjects taught: ‘Marketing Strategy’ to PGDM students in Kashipur campus and ‘Digital Marketing’ to Executive PGDM students in Dehradun campus
IMT Ghaziabad (AACSB accredited), January 2017-September 2018
- Professor in Marketing Area, and Domain Chair, Digital Marketing and Consumer Insights Subjects taught: Digital Marketing, Managing Strategic Network, IT Sales and Marketing

Corporate Affiliations

ValueLabs (a global technology company), Hyderabad	Vice President, September 2013 to December 2016
Defiance Technologies Ltd (a Hinduja Group Company), Chennai	Vice President, June 2009 to August 2013
Tech Mahindra, Chennai	Vice President, June 2001 to May 2009
Kumaran Systems, Chennai	General Manager, April 1999 to May 2001
CMC Ltd (erstwhile IBM and now TCS), Delhi	Various roles, including Head-Corporate Marketing, May 1986 to April 1999

Contribution to Industry Bodies

On the board of multiple national and international industry bodies, Prof. Asit has guided CII, FICCI-Tamil Nadu State Council, NASSCOM, ASSOCHAM, and the Society of Automotive Engineers in preparing key concept notes and policy recommendations. He loves new ideas and has spoken at many national/international symposiums and Premier institutes in the country.

Industry Positions Held

Board Member – TN Irrigation Management and Training Institute of the Government of TN.
Chairman – Media and Communication, FISITA 2018 (FISITA is the International Federation of Automotive Engineering Societies).
Former Convener – Manufacturing, Aerospace and Defence panels, FICCI Tamil Nadu State Council.
Permanent Invitee Member – Industry Sub Committee of Manufacturing Competitiveness Council of the Government of Tamil Nadu.
Executive Committee Member- ASSOCHAM
Former Charter Member – TiE Chennai.
Former Chairman – SAE India Southern Section (2009-2011) and Former Vice Chairman, SAE India Southern Section (2007-09).
Vice Chairman of Organizing Committee for International Mobility Conference 2009 and Advisor to the National Conference on Automotive Infotronics 2010 conducted by SAE India and SAE International.
Member, Managing Committee, Madras Management Association– India’s largest local management association.
Chairperson, MMA Tiruchirappalli Chapter
Vice President, IIT Madras Alumni Association, Chennai Chapter (2006-09).
Member, Executive Committee, IIM Ahmedabad Alumni Association, Chennai chapter (2007-11).
Former Member – Advisory Board, Centre for Technology Development and Transfer, Anna University.
Curated several programs like NASSCOM Surge 2012, CII conference on Auto R&D, SAE Students conclave, Several FICCI conventions by Tamil Nadu State Council, India Innovation Growth Program by Department of Science and Technology and Lockheed Martin.

Linkedin: https://in.linkedin.com/in/asitkbarma