IIM Ahmedabad and Nykaa collaborate to establish a research chair in consumer technology

In order to establish the “Nykaa Chair in Consumer Technology,” the Indian Institute of Management Ahmedabad (IIM-A) and Nykaa signed an agreement today.

The purpose of this partnership is to advance the scientific practise of marketing. The emphasis will be on research and instruction that offers insights on how digital, social, and mobile technologies affect business models, consumer behaviour, and broader social developments, and that makes it easier to use AI and machine learning insights in a market that has been disrupted.

In order to quantify the impact of the Internet and new media on consumer and business behaviour and to comprehend the privacy-preserving potential of digital advertising, it will also make use of economic and statistical models.

The Chair will also collaborate closely with academics affiliated with already-existing Centers of Excellence in emerging fields of technology, such as the Brij Disa Centre for Data Science (CDSAI) and Artificial Intelligence and the Centre for Digital Transformation (CDT).

The nature of technology and its effects on social and economic systems have drastically changed as a result of technological breakthroughs in the previous ten years. Consumer connection through augmented and virtual environments and greater cross-cultural use of digital technologies necessitates awareness of several facets of consumer tech innovation. “Through our partnership with Nykaa, we aim to work together on finding research solutions to some of the immediate, real-time questions in the consumer tech space. We look forward to bringing on board a talented, research focused individual to take up this position at the institute,” said Professor Errol D’Souza, Director, IIMA.