Dr. Shalu Mahajan

Dr. Shalu Mahajan is an Associate Professor who specializes in Management and Finance with a teaching experience of over 24 years at Acharya Narendra Dev College, University of Delhi. Dr. Mahajan has done her graduation and post-graduation from the reputed Shri Ram College of Commerce. She has her doctoral thesis in the area of banking from Faculty of Management Studies, University of Delhi. She has contributed to the content creation for the B. Com (H) course at ILLL, University of Delhi. She has presented research papers at national and international level. She has also contributed chapters in edited books and research articles in journals of repute. She has successfully completed an innovation project on Digital India funded by Delhi University.

EDUCATION

Ph.D., M.Phil., M. COM, B.COM(H)

RESEARCH, TEACHING, or OTHER INTERESTS

Business, Management and Accounting, General Business, Management and Accounting, Management of Technology and Innovation, Accounting

Scopus Publications

DARK PATTERNS IN DIGITAL DESIGN: A REVIEW AND ASSESSMENT VIA RISK, TRUST AND DIVERSITY SCORES
Preeti Marwaha, Shalu Mahajan, Ishitva Joshi, Kriti Mishra, Ananya Srivastava, Priyanka Sharma, Arunita Chaukiyal
Journal of Engineering and Technology for Industrial Applications, 2026
Digital platforms increasingly shape everyday life, yet their design choices often undermine consumer welfare using dark patterns which are deceptive interfaces that manipulate users’ decisions. These practices, ranging from hidden costs in e-commerce to manipulative cookie consent prompts and obstructive subscription cancellations, compromise user autonomy and impose financial, privacy, and psychological harms. The risks vary in severity and reversibility, with some patterns leading to lasting detriment while others create cumulative burdens over time. Beyond immediate harm, dark patterns erode trust in digital systems by fostering frustration, skepticism, and disengagement, weakening the long-term relationship between consumers and platforms. Their persistence reflects strong incentives tied to short-term business metrics such as conversions and sign-ups, combined with weak regulatory oversight. Notably, the diversity of dark patterns like urgency cues, obfuscation, misdirection, and coercion etc. illustrates both their adaptability and the challenges of detection. This paper reviews the dark patterns on digital platforms and proposes a structured framework to evaluate dark patterns across three dimensions: risk, trust erosion, and diversity. It also explores mitigation strategies through fair design, transparency, and accountability, while considering the ethical and legal responsibilities of digital platforms. By centering the analysis on consumer trust and risk, the study highlights the pressing need for robust safeguards to counteract diverse manipulative designs and protect users in digital ecosystems.
Harnessing Technology for Revenue Augmentation: Towards Sustainable Finance in Indian Cities
CA Pankaj Goel, Shalu Mahajan
Studies in Systems Decision and Control, 2026
Perception of youth on Digital India
Sunita Narang, Monica Singhania, Surinder Kaur, Shalu Mahajan
International Journal of Business Innovation and Research, 2021
Digital India is seen as the engine for transition of India into an empowered nation. In this direction, several pro-people initiatives like MyGov, Digilocker, e-basta, and e-hospital are being implemented. Through a self-structured survey questionnaire, the study evaluates awareness about, implementation and utilisation of various e-services offered under the Digital India Program among Delhi University students. It examines the extent to which the services are being utilised and main barriers/challenges restricting its utilisation. The data has been analysed using ANOVA. The study reveals a high level of awareness among students. They believe it will improve the quality of services leading to good governance. Major factors restricting its implementation include lack of computer knowledge, fear of frauds and resistance to change. The study stressed on educating people about the benefits and usage of Digital India. The nation as a whole can move towards green and responsible governance by improving its acceptability.

Publications

1. Sunita Narang, Monica Singhania, Surinder Kaur, Shalu Mahajan, “Perception of youth on digital India, International journal of business innovation & research, 2021, Inder science Enterprises Ltd. Vol. 25(3), Pages 365-388.
2. Mahajan Shalu and Vij Madhu, “A Comparative Study of Profitability Determinants Of Banks in India”, IIMS Journal Of Management Science, Vol. 7, January- April, 2016, ISSN: 0976-030X, page 14-25
3. Chapter titled “Impact of Risk Management Capabilities on Profitability of Banks in India in Post – Reform Era”, Shalu Mahajan and Madhu Vij, in a book titled Emerging Horizons In Finance, Bloomsbury, ISBN:978-93-85436-83-3, Fore School of Management, 2015, 2015, page 80- 90.
4. Chapter titled “Factors influencing profitability of banks in India”, Shalu Mahajan and Madhu Vij, in a book titled India 2020: Vision for Financial Sector published by Regal publications, New Delhi, India, 2015, page 48- 66.