Profile

Faculty Details

Indirah Indibara

Designation

Asst. Professor

Fellow (XLRI Jamshedpur), PGDM (IIM Kozhikode), B. Tech (CET Bhubaneswar)

Marketing

Contact Information

iindibara@iimraipur.ac.in

Dr. Indirah Indibara comes with more than 16 years of experience across various academic institutes. Before joining the field of academics, she worked in the corporate sector in Sales and Marketing in the FMCG domain. Dr. Indirah has published her research, both articles and case studies, in reputed journals and has presented her work at various national and international conferences.Her FPM thesis was judged as the best marketing thesis in India and was selected for the final round of the IMTC Conference 2022. She has also served as a reviewer for various journals and international conferences. She is the University Gold Medalist of her graduation batch and was awarded merit scholarships by IIM Kozhikode, CET Bhubaneswar and the Reserve Bank of India.

Dr. Indirah has a keen interest in understanding the psychology and the socio-cultural aspects behind any consumption or anti-consumption decision taken by a consumer in the marketplace. Her research interests include:
i. Consumer Behaviour
ii. Consumer Culture Theory
iii. Anti-Consumption Behaviour
iv. Consumer Cynicism
v. Bourdieu’s Habitus Theory

i. Assistant Professor, IIM Raipur, July 2022 - Present
ii. Assistant Professor , XIM University, Bhubaneswar
iii. Assistant Professor, NIT Rourkela
iv. Assistant Professor, KIIT School of Management
v. Area Sales Manager – MT, Kellogg India Pvt. Ltd.

i. TedX Panelist on the theme "reimagining EdTech" at TedX Imarticus, Dec 13, 2023
ii. Reviewer – Marketing Intelligence & Planning (ABDC A), Global Business Review (ABDC C), FIIB Business Review Journal (ABDC C), Asian Journal of Management Cases (SAGE), Journal of Case Research, AMA Academic Conferences
iii. University Gold Medal (BPUT)
iv. IIMK Merit Scholarship
v. CET Merit Scholarship
vi. Reserve Bank of India Merit Scholarship

Journal Publications

>> Parthasarathi Das, Indirah Indibara(2025). Examining fashion conspicuous consumption from a self-congruity perspective: a moderated mediation model. [Spanish Journal of Marketing-ESIC], , . https://www.emerald.com/sjme/article-pdf/doi/10.1108/SJME-11-2024-0311/10735212/sjme-11-2024-0311en.pdf (ABDC B)

>> Indirah Indibara, Deepa Halder, Sanjeev Varshney(2023). Consumer Cynicism: Interdisciplinary Hybrid Review and Research Agenda. [International Journal of Consumer Studies], Early View, 1 - 23 . https://onlinelibrary.wiley.com/doi/full/10.1111/ijcs.12979 (ABDC A)

>> Indirah Indibara, Sanjeev Varshney, Munish Thakur(2023). Consumer Cynicism: When Consumption Fails as Cultural Tool for Distinction. [Advances in Consumer Research], 51, (ABDC B)

>> Indirah Indibara, Sanjeev Varshney(2022). Consumer Cynicism Through The Lens Of Bourdieu. [Advances in Consumer Research], , (ABDC B)

>> Indirah Indibara, Sanjeev Varshney(2021). Cynical consumer: How Social Cynicism Impacts Consumer Attitude. [Journal of Consumer Marketing], , . https://www.emerald.com/jcm/article/38/1/78/207278 (ABDC A)

>> Indirah Indibara(2017). Impact of Ad-Skepticism on Consumer Cynicism. [Parikalpana KIIT Journal of Management (UGC Care)], ,

>> Indirah Indibara(2014). Sino-Indian Relations: A Game Theory Perspective. [Parikalpana KIIT Journal of Management (UGC Care)], ,

Conference Papers

>> Indirah Indibara, Himanshu S Srivastava(2026). Asian Paints: Transforming from Product to Service Business.. International Case Conference 2026

>> Aparnita Saha, Indirah Indibara(2025). Consumer Motivation: An Interdisciplinary Hybrid Review and Roadmap for Future Research. Association for Consumer Research (ACR) 2025

>> Indirah Indibara(2025). Improving Customer Orientation of the Indian Police Department. IMPeC-2025 (IIM Sambalpur)

>> Indirah Indibara(2025). Reconceptualizing Consumer Cynicism. IMPeC 2025 (IIM Sambalpur)

>> Indirah Indibara, Sanjeev Varshney(2024). To React or Not To React. ANZMAC 2024

>> Parthasarathi Das and Indirah Indibara(2024). Consuming Conspicuous Fashion. INDAM 2024

>> Indirah Indibara, Parthasarathi Das(2023). Beautiful One Day, Perfect The Next: From Destination Advocacy to Attachment. INDAM 2023

>> Indirah Indibara, Sanjeev Varshney(2019). Consumer Cynicism – How is it generated?. ANZMAC

>> Indirah Indibara, Himanshu S Srivastava. Asian Paints: Transforming from Product to Service Business. International Case Conference 2026, IIM Raipur

Cases

>> Indirah Indibara and Arunima Shah(2024). Kumarpura TIPS: Bringing Kumarpura Together. CHIRP (The Case House of IIM Raipur).

>> Mrunal Chavda, Indirah Indibara, and Ritu Gupta(2024). Celebrity Complaints: Navigating Public Relations Challenges in the Age of Social Media. CHIRP - The Case House of IIM Raipur.. https://casehouse.iimraipur.edu.in/browsecollection.php

>> Parthasarathi Das, Tapas Ranjan Moharana, Indirah Indibara(2020). ICICI Prudential: challenges in reaching the last mile. Emerald Emerging Markets Case Studies.

Chapter in Book

>> Indirah Indibara, Jyoti Rekha Roy Pradhan(2022). Strive, Struggle and Success. Incredible Stories: Changemakers of Bharat.

(i) Chairperson, e-Learning Committee, IIM Raipur
(ii) Member of Internal Quality Assurance Cell, Odisha University of Technology and Research
(iii) Member of Association for Consumer Research

1. Yes Bank Management Development Programme for Relationship Managers at IIM Raipur, Programme Director and Resource Person
2. Executive Certificate Programme for Strategic Chief Marketing Officers at IIM Raipur, Programme Director and Resource Person
3. NTPC Executive Development Programme at IIIT Naya Raipur, Resource Person
4. IOCL Management Development Programme at IIM Kozhikode, Resource Person
5. Academic Leadership Program for the National Institute of Electronics and Information Technology (NIELIT) at IIM Raipur, Resource Person
6. Leadership Development Program for Early Career Officers (Hansa) of IOCL at IIM Raipur, Resource Person
7. General Management Program and Senior Management Program at IIM Raipur, Resource Person

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