Parveen Ahluwalia
Professor Parveen Ahluwalia has done his B.A. (Hons) in Economics from MS University, Baroda, M.A. (Economics) from Gokhale Institute of Politics and Economics, Poona, and MBA (Marketing) from Poona University. He has been a rank holder throughout his academic career, having also been a national UGC scholar during his M.A.
Professor Parveen Ahluwalia has more than 36 years of rich experience in the service industry comprising marketing communications taken in its entirety including market research, media, advertising and brand communications strategy planning, media affairs/image management, /activations and events and promotions oriented strategies, B2B marketing and international business development and now brand consulting. He has also led, trained, and mentored large teams in helping successfully position and manage both large MNCs as well as prominent Indian brands on a sustainable basis in product parity markets.
Professor Parveen has always been very passionate about teaching and training, having built for himself an enviable reputation as a visiting faculty cum trainer in some of India’s foremost business schools and media institutes for the last 32 years.
Starting his career in the country's foremost research agency, ORG (now AC Nielsen) where he spent his first five formative years (including becoming the youngest branch manager in the industry), Professor Parveen Ahluwalia subsequently moved into advertising where he headed the brand strategy planning function with distinction over the next 12 years in TBWA Anthem, Rediffusion DY&R and lastly Frank Simoes Advertising.
In his last salaried assignment covering three years (until Feb 2005), Professor Parveen Ahluwalia was the marketing director of an Australian JV company as a Board level appointee (one of the global leaders in the business of outdoor digital printing / other retail and merchandising printing applications) looking after India and SE Asia, based out of Chennai and reporting to Sydney. During his tenure, he was instrumental in making it the first and largest corporatized brand in India in the domain of digital printing for out-of-home applications.
For the last 18 years, Professor Parveen Ahluwalia has been running an independent brand consulting advisory in the domains of business strategy, G-T-M strategies, brand development and planning, and marcom strategies for SME clients where he consults at the Board level. Today, he is a strategic advisor to the Board of Market Pulse (since the last 12 years), a renowned mid-sized market research agency specializing in retail performance tracking, The Page (since the last 10 years), which is a mid-sized communications agency, and he is the strategy planning head; as well as also currently mentoring two start-ups.
Teaching Areas:B2B Marketing, Integrated Marketing Communications, Strategic Brand Management, Consumer Behaviour, Sales and Distribution Management, Services Marketing, Marketing Research
Research Expertise:Retail performance tracking (Retail Store Audits), customer satisfaction (C-SAT), usage and attitude, brand image and corporate image audits, and consumer profiling
Ongoing Major Client Relationships (2011 – 2023):TTK Prestige, Usha, Havells, Crompton, Bajaj Electricals, Legrand, Indo Asian, Vguard, Anchor Panasonic, Signify (Philips), Polycab, Orient Electric, KEI, RR Kabel, Ariston Thermo(Racold), Venus Appliances, BIC Cello, Kokuyo Camlin, ITC Classmate, Luxor, Faber Castell, Reynolds, Borosil, Hamilton, Reliance Retail
Prominent Consulting Assignments
- UNESCO: Gender portrayal of women in advertising in India over the past three decades (Aug 2018 - Jul 2021)
- Directorate of Publications Division, Ministry of Information and Broadcasting: A business and marketing roadmap (Jan - June 2018)
- Gas Authority of India Limited: Brand strategy for natural gas (Oct 2017)
- Kyra Mode, Thailand: Business plan cum entry strategy for high fashion wear and lingerie (June 2016)
- Max India Group: Development of a corporate reputation management model (2014 – June 2015)
- Jagran Lakecity University, Bhopal: Launch strategy and business plan for private university (2013-14)
- TUI Education, Ireland: Market opportunity evaluation and entry strategy for India (April 2011 – March 2012)
- MGRM: Organizational turn-around and business plan (Nov 2011 – April 2012)
- Wylie High, Ludhiana: Business strategy and launch plan for Punjab’s first international school (2011 – 2012)
- National Institute of Advertising (NIA), New Delhi: Franchisee cum partnership roll-out plan for incorporating and running specialized short-term advertising/media-oriented programs on a pan-India basis (2010-2011)
- International Management Institute (IMI), New Delhi: Perceptual mapping and communication cum media strategy for IMI (2007 – 2009)
Management Development Programs (MDPs) in the areas of
- Advertising research (post-testing of campaigns)
- G-T-M strategies
- Brand planning/integrated marketing communications strategies
- Advertising campaign planning/strategy
- Presentation skills
- Business communication
- Business planning in a covid impacted era
- Corporate skills development
MDPs
- Indian Institute of Mass Communication (IIMC), New Delhi
- TTK Prestige, (All India strategy planning meeting, Goa)
- Google, Gurgaon
- MDI, Gurgaon
- New Delhi Institute of Management (NDIM), New Delhi
- Orient Electric, New Delhi
- Suvidha Starnet Pvt Ltd., New Delhi
- G2 RAMS India, Gurgaon
Visiting Faculty
- Indian Institute of Mass Communication (IIMC), New Delhi (1992+)
- International Management Institute (IMI), New Delhi (1991 – 2002)
- Mudra Institute of Communications, MICA, Ahmedabad (1994 – 2018)
- National Institute of Advertising (NIA), New Delhi (1997 – 2011)
- Management Development Institute (MDI), Gurgaon (2004 – 2017)
- New Delhi Institute of Management (NDIM), New Delhi (2017 – 2020)
- Jaipuria Institute of Management, Jaipur (2021+)
- Apeejay Institute of Mass Communication (APIMC), New Delhi (2022+)
- School of Management, Shiv Nadar University (SNU) (2023+)
