Dr. Ritu Srivastava is a Faculty and the Area Chairperson, Marketing at Management Development Institute, Gurgaon, popularly referred as MDI Gurgaon. The core of Dr. Srivastava’s work centers around the industry with the firm belief that management education at all levels has to be absorbed by the industry. Her research ideas have been appreciated at national and international marketing conferences. Her paper titled, “Employee actions that lead to customer satisfaction: services revisited in India, 2014,” was adjudged the best paper at the International Marketing Conference at Fore School of Management, New Delhi, and has been documented in the Academic Reference Series—Reinventing Marketing for Emerging Markets, Bloomsbury India, 2014. Her latest research work revolves around the Indian Consumer in a changed shopping context, which has been adapted as a Textbook on Retailing Management by Pearson, 2017, which is a bestseller. She is an avid case writer publishing with leading publishers such as Richard Ivey School of Business and Emerald Emerging Market Case Studies. She is presently working on the low income customers in India. The low income customers in India represent a big segment for marketers to serve. As a trainer her programs on marketing, services marketing, and marketing communications have been appreciated by the clients and participants. She has been involved with training various organizations such as BEL, DST, DGET, DGR, LIC, NADP, Canon India, and Vodafone. She also has developed a simulation, “Customer Black Box” which is being used by B schools for Marketing Management.