Dr. Padmalini Singh is an Associate Professor of Marketing in RV Institute of Institute of Management, Bangalore. She has a global outlook in teaching fostered by working in Indian School of Business, Hyderabad with global ranking Professors and have also have enriching
experience in academics by working in IIM-Ranchi.
Dr. Singh has received a Research Grants from DST (Department of Science & Technology), ICSSR (Indian Council for Social Science Research) and UBA (Unnat Bharat Abhiyan) forresearch projects.
Grants received for organizing Workshops, seminars and National Conferences funded by SEBI-Multi Commodity Exchange-IPF, Indian Council for World Affairs and Indian Council for Social Science Research (ICSSR) are also to her credit.
She is a seasoned researcher in the fields of Marketing with the publication & cases in 14 Scopus indexed (Q3 & Q4) Journals & ABDC listed Journal. She is reviewer of couple of Journals including scopus indexed Journal.
RESEARCH INTERESTS
Consumer behaviour, Entrepreneurship, Social Science
16
Scopus Publications
Scopus Publications
NEXT-GEN SUSTAINABILITY: ANALYSING ATTITUDES AND ACTIONS OF GEN Z TOWARDS CIRCULAR ECONOMY AND ECO-FRIENDLY PRACTICES MEHAR RIZWANA, THANGAMUTHU MOHANASUNDARAM, PADMALINI SINGH, KUPPUSAMY MUTHUKUMAR, THANGAMANI DHEEPA, NIHARIKA MISHRA Journal of Sustainability Science and Management, 2026 Generation Z’s (Gen Z) role in the creation in maintenance of the circular economy is very important, as they have the potential to shape sustainable practices for future generations. This study aims to comprehend Gen Z’s role in promoting environmental sustainability within the framework of the circular economy. An explanatory sequential research design has been adopted in order to achieve the objectives of this research article. The researchers have initially collected quantitative data from 941 respondents using a questionnaire. The respondents were selected based on a stratified random sampling approach. Following the quantitative analysis, qualitative data was collected via interviews with 18 Gen Z participants. Based on the quantitative data analysis, the study found that Gen Z exhibits a strong commitment to promoting circular economy. The results of the Structural Equation Modelling (SEM) shows that “recycling activity” has the highest impact on achieving the principles of circular economy. Based on the qualitative analysis, this study discovered four main themes. The first theme was centred on “Awareness of Circular Economy”. The second theme explored the “Integration of the Circular Economy on Personal Life”. The third theme, probed into the “Impact of the Circular Economy on People’s Lives”. While the final theme addressed “Steps Towards Building an Active Circular Economy”.
From vision to venture: Raksha Shenoy’s entrepreneurial journey with Tapas Foods Rizwana M., Shubha Muralidhar, Padmalini Singh Case Journal, 2025 Research methodology This case was constructed using a blend of both secondary and primary sources. The secondary sources included snacking industry reports, company annual reports, e-commerce sites, social media sites and company websites. Primary sources included personal interviews conducted in the month of February 2024 and podcasts featuring the founder Raksha Shenoy. Notable references include an Instagram post from 99signals (https://www.instagram.com/99signals/p/CNJ46vPHIVA/) and a podcast featuring the founder, Raksha Shenoy (https://open.spotify.com/episode/1G6KSKKULmy8OYUbWLK0de). These resources contribute to a comprehensive understanding of the industry landscape and the company’s strategic decisions. Case overview/synopsis Raksha Shenoy (Raksha), left her lucrative corporate job to start a new venture called Tapas Foods (Tapas) with a vision to inculcate healthy snacking habits in households that consume deep-fried, unhealthy snacks either homemade or readymade that affect health. She started processing and packaging foxnuts (makhana) under the brand name “Nummy” to promote healthy snacking and to grab first-mover advantage in Southern India. Tapas was completely bootstrapped and became a runaway success within a short span of time by bringing together rural women working in the company at different capacities. After persistent efforts, she managed to raise funds to scale up her start-up and create a healthy snacking market for foxnut (makhana) in Southern India. Raksha encountered multiple challenges when she sought to build up her business. The fierce competition from both established businesses and new entrants in the healthy snack market made her worried about the shrinking market share that she had established, taking so many risks. After examining all of the difficulties she was encountering, she was convinced that the product’s enormous potential would increase her company’s growth prospects. However, she also realized that, with so many new competitors, “Nummy Makhana” would need to improve its market visibility to maintain a strong online presence to establish itself as a household name for nutritious snacks. To better position her brand in the marketplace, she felt an urgent need to reassess her digital marketing strategies. Complexity academic level The case is intended mainly for undergraduate-level and postgraduate-level students enrolled in a marketing management course.
Perceptions and Acceptance of Artificial Intelligence in Dentistry: A Comprehensive Examination of Dentists' Attitudes and Behavioural Intentions Towards AI Integration in Clinical Setting Rizwana, Padmalini Singh, Shubha Muralidhar, Pompi Roy Public Health of Indonesia, 2025 Background: The integration of Artificial Intelligence(AI) in dental care presents numerous benefits. However, fostering a proactive attitude is essential to ensure that these advancements lead to positive developments within dental practices. This study primarily focuses on examining the acceptance of AI technologies among dental professionals. Objective: The present study aims to explore the perceptions and acceptance of dentists towards the integration of AI in dentistry through Technology Acceptance Model (TAM) as a theoretical framework. Methods: By adopting descriptive research design, the study involved systematic collection of primary data from dental professionals to gain insights into their perceptions, attitudes, and acceptance of AI technologies in their professional environment. Using judgmental sampling, the researcher selected participants with first-hand experience relevant to the study’s topic. Consequently, a sample of 200 dental professionals who are actively using or planning to use AI technologies have been considered as prospective respondents. Results: The findings of the study reveal that dental professionals are aware about the usage of AI in dentistry and AI implementation is most notable in Orthodontics at 34%, followed by a significant use in Endodontics and Prosthodontics at 18.5% and 17.5% respectively. The results based on Structural Equation Modelling (SEM) indicate that the variable “perceived ease of use” positively influences dental professionals' attitudes towards its use in dentistry. Furthermore, the positive attitude has significantly influenced their behavioural intention to use, which in turn positively affected the actual usage of AI in dental practices. Conclusion: Though the overall impact of AI in dentistry is largely positive, it is notable that perceived usefulness did not significantly influence dentists' attitudes. This discrepancy indicates that the majority of dentists are aware of the benefits of integrating AI in dentistry, conflicting with expectations, the variable perceived usefulness did not have a significant impact on the attitudes of dental professionals towards AI. Keywords: artificial intelligence; dentistry; diagnostics; technology acceptance model (TAM)
Yashram Lifestyle Brands Pvt Ltd: strategizing for omnichannel approach Tamizharasi D, Padmalini Singh Emerald Emerging Markets Case Studies, 2024 Learning outcomes After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the challenges involved in the decision-making in integrating online and offline marketing strategies, evaluate the advantages and disadvantages of online and offline marketing and motivate students to apply marketing strategies to real-world business situations Case overview/synopsis Deepa Kumar, the founder of Yashram Lifestyle, had successfully built a niche brand with a strong online presence in the lingerie industry. Yashram Lifestyle was known for its innovative products and commitment to addressing the real-life vulnerabilities faced by women at different stages of life. With a vision to be a one-stop destination for all intimate and practical needs of women and girls, Yashram had introduced unique products such as period panties, starter bras, incontinence underwear and hygiene panties. On the contrary, Kumar acknowledged that offline marketing strategies, such as pop-up stores, collaborations with physical retailers and participation in industry events, could provide valuable insights into customer preferences, enhance brand visibility and foster direct customer engagement. Offline channels might also enable Yashram Lifestyle to better understand the market dynamics and further drive product innovation. However, owing to the associated costs, logistics and potential risks, Kumar was apprehensive about venturing into offline marketing. She wondered whether Yashram Lifestyle had the necessary assets and expertise to successfully scale up its operations while making these alternate decisions. Furthermore, she questioned herself whether offline marketing efforts would be worth the investment and whether they could lead to substantial growth and increased market share for Yashram Lifestyle. Complexity academic level The purpose of this case study is to provoke critical thought among undergraduate and postgraduate business and management students about Kumar’s potential course of action for Yashram Lifestyle to engage in offline marketing. It applies to the implementation of marketing strategy. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.
Evlogia Eco Care: start-up to scale-up Padmalini Singh, Tamizharasi D., Purushottam Bung Emerald Emerging Markets Case Studies, 2024 Learning outcomes After completion of the case study, students will be able to discuss the characteristics of sustainable enterprises driving the innovation; analyze the concept of waste to wealth, along with its associated benefits and challenges; provide an example of a sustainable start-up that operates conventionally and is attempting to increase production capacity through automation; and describe the strategies for scaling up the business. Case overview/synopsis Mr Manigandan Kumarappan’s goal was to provide the world with alternatives to plastic and other nonbiodegradable articles used in homes, offices, hotels and other places which compelled him to leave his corporate life behind and become an entrepreneur. His knowledge, expertise and creativity made him work toward providing a sustainable solution to the plastic-free world which made him create leafy straws for the world. His start-up Evalogia made 10,000 straws a day, mostly with manual production and machine-assisted in part of the processes. Evalogia got orders from all over the world after the ban on plastic from many countries. However, Evalogia was unable to meet the demand, as the manufacturing process mostly depended on manual production at present. Hence, the company planned to scale up its production capacity from 10,000 straws per day to 100,000 straws to meet the demand through automation or by increasing the production units to meet the growing demand from domestic and international markets. Kumarappan wondered if increasing the number of manufacturing facilities would make it harder to hire new staff, manage existing ones, train them and provide overall supervision; if these tasks were not completed well, the product’s quality and, subsequently, its demand, might suffer. The automation process required huge investment, time and a great deal of skepticism for its success. Kumarappan was stuck over whether to add more production units or automate the process to increase production. Complexity academic level This case study is suitable for graduate students. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.
Structural change, information asymmetry and volatility in Indian stock market: evidence from pre-and-post-COVID-19 outbreak T. Mohanasundaram, M. Rizwana, S. Sathyanarayana, Padmalini Singh Afro Asian Journal of Finance and Accounting, 2024 This paper examines the Indian stock market's interconnection with the stock markets of the top four economies before and after the COVID-19 outbreak. The log-returns of daily data for Sensex, S&P 500, SSE Composite, Nikkei 225 and DAX were used in the study. The log-return series of all stock indices were found to be stationary. The exponential-GARCH model is applied to assess the information asymmetry and to model the volatility spillover on the Indian stock market. The ARCH and GARCH terms were positive and significant during both the pre-COVID and post-COVID outbreak periods representing that market news and previous period variances were significantly increasing the volatility in the market. The ensemble of events during the pre-COVID period confirms the negative significant volatility spillover of bourses on the Indian markets, and continues to be so in the post-COVID period, except in case of the US market where there is a positive significant return and volatility spillover. The portfolio managers, regulators, policymakers and other market participants may consider the change in information transmission during the pre-COVID and post-COVID-19 outbreak phases from these foreign markets to India while making investment-related decisions.
Assessing the awareness of nutritional benefits of millets amongst women in Bangalore M. Rizwana, Padmalini Singh, N. Ahalya, T. Mohanasundaram British Food Journal, 2023 PurposeThe goal of the present study is to examine the degree of knowledge amongst Indian women about millet grain and its nutritional advantages. Millet is regarded to be five times more nutritious than rice and wheat. Despite the fact that millet contributes to 10% of India's food grain basket and has an annual production of 18 million tonnes, it is not consumed in the same proportion as mainstream cereals (that is rice and wheat). As a result, the study's primary objective is to determine the level of awareness and consumption pattern of millet amongst Indian women regarding millet grains.Design/methodology/approachThe research was carried out in the city of Bengaluru in the state of Karnataka, India. For the purpose of study, a sample of 855 female respondents was approached using a non-probability sampling technique known as convenience sampling. The data were gathered through the use of a self-administered structured questionnaire.FindingsAccording to the findings of the study, the vast majority of respondents consume millet for preserving overall health. Building self and family immunity is the most important factor with 4.11 mean scores and low standard deviation of 0.985. The results reveal that 80.6% of women in the study are aware of millet but only 62.7% of women are consuming millet. The motivating factors and demotivating factors leading to consumption and non-consumption behaviour, respectively have also been identified. The study also reveals that demographic factors such as age, qualification and income have a direct influence on millet consumption.Research limitations/implicationsThe scope of research can be extended to explore the impact of millet consumption on long term health benefits of millet amongst the target respondents. Further, the study can be extended to explore the consumption pattern of millet among different target audience in various parts of India. The media interventions in creating awareness of millet consumption benefits need to be studied for increasing the consumption of millet.Practical implicationsCompanies involved in producing Fast Moving Consumer Goods (FMCG) products can be encouraged to produce millet based foods like cereals, biscuits, ready to eat foods etc. Workshops can be organized to raise awareness on how the millet can replace traditional grains in the cooking process.Social implicationsPolicy measures may include millet being promoted through technology dissemination, creating awareness about advantages of millet and including millet in the Public Distribution System (PDS). It is also important to promote the cultivation, maintenance and processing of the local variety of millet with competent marketing strategies so as to increase their cultivation comparable to the cash crops. Farmers should be educated on the importance of cultivation of minor millet.Originality/valueThe fast-paced lifestyle of urban Indians has a direct impact on their dietary preferences. The World Health Organization (WHO) recommends that people have a nutritionally balanced diet and engage in regular physical activity to reduce health risks. In India, as a result of women's increased participation in the workforce, women are forced to manage many tasks and obligations, which has detrimental effects on their health. The poor nutritional status of modern-day workers is attributed to a lack of education, lack of awareness and a general disregard for health-related concerns. There is a need to investigate if Indian women are aware of the nutritional benefits of millet grains that are higher in protein.
Changing consumption behaviour towards immune-boosting food amidst COVID-19 outbreak: tracing the future trajectory Rizwana, S. Padmalini, N. Ahalya, N. Sanjay, Narmada, B. Nayanika Food Research, 2022 Businesses throughout the world have been affected by the coronavirus outbreak. Across countries and industries, small firms have suffered, and India is no different. While many enterprises were destroyed by the COVID-19 scenario, hundreds of others were able to cope. People are getting increasingly concerned about their physical and emotional health as the coronavirus pandemic spreads around the world. People's perspectives on life and what they value have altered. Consumers have been compelled to alter their routines as a result of the outbreak. People throughout the world are attempting to adapt to a new normal. Immune-Boosting foods have become the talk of the town amidst the pandemic. With this backdrop, the present study aimed to understand the demand for ImmuneBoosting foods and the factors that have contributed to the market for immune-boosting foods. The sample data for this study was collected using the purposive sampling technique. Statistical interventions using multiple linear regression and correlation were conducted to understand the relationship between various factors related to immuneboosting foods. The study revealed that the pandemic had increased the respondents’ inclination to purchase Immune-Boosting foods. Further, the inclination towards consumption of immune-boosting foods was influenced by independent variables like familiarity with immune-boosting foods, health consciousness, fear of contracting the disease, family testing COVID-19 positive, immune-boosting foods as a trending topic, Influence of social media, Frequent advertisements and offers, testimonials of others regarding Immune-Boosting foods. From the study, it can be inferred that the COVID-19 pandemic has laid a strong foundation for the future of immune-boosting foods.
Entrepreneurship development through industry institute collaboration: An observation International Journal of Civil Engineering and Technology, 2018
Performance appraisal biases and behavioral biases in decision making: An empirical study International Journal of Mechanical Engineering and Technology, 2018
Behavioral finance and its impact on poor financial performance of SMES: A review International Journal of Mechanical Engineering and Technology, 2018
Customers’ attitude towards online reviews on social media among youth in Bangalore International Journal of Mechanical Engineering and Technology, 2018
Social entrepreneurship and crm: Linking through common factors International Journal of Mechanical Engineering and Technology, 2018
