Prof. Santosh Kumar Biswal is currently working as an Associate Professor at Rourkela Institute of Management Studies, Rourkela. He has 10 years industry experience and 15 years teaching experience in the area of consumer behaviour, brand management, retail management and business environment. He has published around 8 research papers in various National and International Journals. His research interest includes culture and buying behaviour. He is also awarded with best teacher in retail management in India by 18th Business School Affair and Dewang Mehta Business School Award in the year 2010.