My research examines how digital platforms make strategic marketing decisions, such as pricing and the allocation of resources for digital advertising, and how these decisions affect consumer behavior and welfare, with applications in healthcare and on matchmaking platforms. In my job market paper, I study how a medical crowdfunding platform's marketing allocation shapes patients' timely access to treatment and their health outcomes. In a second stream, I study how subscription-based business models shape participation and reliability on a social dining platform.
My work combines proprietary data from digital platforms with causal inference and structural econometric methods. Across both streams, I examine how platforms should make strategic marketing decisions when conventional performance metrics do not fully capture the downstream consequences of those decisions.
After completing a bachelor's degree in civil engineering at the National Institute of Technology, Tiruchirappalli, I worked at ZS Associates, where I conducted market research on pharmaceutical products, primarily in oncology, to understand how physicians perceive and prescribe them and to inform clients' segmentation, targeting, and positioning. I then completed a Master of Marketing Research at the University of Georgia and spent two years as a research associate at the Indian School of Business before joining INSEAD.
I am on the 2026–2027 academic job market.
