Vikram Choudhary

vikram choudhary

BE, MBA, P.hD (IIM Lucknow)

Vikram Choudhary

Profile & History

Dr. Vikram Choudhary is an Associate Professor at the Goa Institute of Management. 
He is a Ph.D. from the Indian Institute of Management, Lucknow. He also holds degrees of B.E(Electrical) & MBA(Marketing) from Pune University. Prior to joining the Ph.D. program, he worked in various industries comprising firms such as Force Motors Ltd, Indian Oil Corporation Ltd, Bosch Ltd, and Blue Star Ltd in Channel & B2B sales. His last assignment was with Blue Star Ltd where he was the Branch Manager of Chhattisgarh state.  

His research work pertains to Small Retail, specifically to low-cost technology adoption and its effect on the channel structure and the conflict arising out of its use.   
His teaching interest includes Sales & Distribution, Marketing Channels, Consumer Behaviour, Marketing Management, and B2B sales.

Research Publications


  • Choudhary, V., & Aithal, R. K. (2022). “Low-cost Technologies for Kirana (Small) Retail: A Game Changer?” IIM Kozhikode Society & Management Review, 22779752221099130. DOI: 10.1177/22779752221099128. – ABS - 2, ABDC – C
  • Aithal, R. K., Choudhary, V., Maurya, H., Pradhan, D., & Sarkar, D. (2022). “Factors influencing technology adoption among small retailers: Insights from thematic analysis,” International Journal of Retail & Distribution Management, Vol. 51 No. 1, pp. 81-102. DOI: 10.1108/IJRDM-02-2022-0042.  – ABS - 2, ABDC – A. 



  • “Low-cost Technological Innovations for Small Retailers,” at American Marketing Association (AMA) Winter 2021, Online.
  • “Kirana (small retailer) performance and impact of technology use: Evidence from the study of small retailers “Kirana stores” in Northern India,” at Recent Advances in Retail & Consumer Sciences (RARCS) 2022, Baveno, Italy, 2022.