Faculty (Area Wise)

Sujit Raghunathrao Jagadale

Sujit Raghunathrao Jagadale Assistant Professor
Marketing Management

Contact Information


Curriculum vitae

Sujit Raghunathrao Jagadale is an Assistant Professor in the area of Marketing at Indian Institute of Management Amritsar. Dr. Jagadale received his Doctorate from the Institute of Rural Management Anand (IRMA). His PhD thesis focuses on the institutionalization of a complex exchange of commercial surrogacy. It is an exchange that has challenged the conventional socio-cultural norms of child-birth and family by taking it from the moral to the market economy. His interdisciplinary attempt to explore this unconventional market is rare attempt in marketing domain. Currently, he is exploring commercial surrogacy from the self-commodification and transhumanistic perspectives.

He has completed his engineering degree (BE) from the Government College of Engineering, Pune (COEP). He brings with him varied experience of working, nationally and internationally, with not-for profit and corporate organizations, and academic institutions in various capacities. His strength lies in understanding the on-field functioning (political economy) of businesses and developmental processes.

Challenged by the maxim of value neutrality of management tools and techniques, he does research on underprivileged consumers from various Indian settings (i.e. surrogates, women members of SHGs, rag-picking women, migrant labors etc.) at the intersection of the markets, marketing and society. He maintains an active line of inquiry to shape the well-being, an outcome of marketing systems, of these subsistence producer-consumers. He uses qualitative research methodologies, particularly the Grounded Theory protocol, to construct his research outcomes. His future research endeavors would concentrate on exploring constructive engagement by organizations, as a pro-social behavior, to affect better well-being of vulnerable consumers.

Thus far, he has published research papers in various international journals like Journal of Macromarketing (JMK), Journal of Consumer Affairs (JCA) and many more. He is an active member of The Macromarketing Society, an international group of scholars interested in examining the varied interactions among the markets, marketing and society. He has presented his research work in many international conferences in the area of marketing across the globe. He is an active teaching case writer. Cases written by him are published by case repositories like Ivey publishing and Sage Busies Cases (SBC). He was, under agreement, case writer for SBC. His cases focus on organizational (managerial) decision dilemmas in subsistence marketplaces. Furthermore, he peer-reviews research articles for various journals like European Journal of Marketing (EJM), Journal of Marketing Management (JMM), Journal of Macromarketing, Consumption Markets & Culture and, Journal of Marketing Theory and Practice (JMTP) to name a few. He also reviews articles for global conferences in the area of marketing.

Activity Login

The pedagogical predicament of a 'marketing professor' interested in the 'real' societal issues.

The commodification of 'body' and 'degraded consumption'.


Consumption of migrant labor.

These Days

Exploring methodological challenges in investigating life stories of subsistence women prosumers.

Advanced Marketing Management (MM-II)

Marketing Management-I

Strategic Marketing

Rural Marketing

Qualitative Research Methods

Business Research Methods

Jagadale, S. R. & Kemper, Joya (accepted for publication)- Give it Up!’: A Macro-Social Marketing Approach of India’s Clean Cooking Fuel Access. Journal of Macromarketing.

Jagadale S. R. & Santos, N. J. (2022). Constructively Engaging Exploitive Waste Management in India: The Case of Paryavaran Mitra and its Justice Motivated Effort at Empowering Rag-Picking Women.Journal of Macromarketing, 42 (2), 191-213.

Jagadale S. R., Roy Chaudhuri, H., & Kadirov, D. (2021). Quality?of?life as Chronotopefication and Futurization: Subsistence Consumer Experiences in India. Journal of Consumer Affairs55(1), 59-86.

Roy Chaudhuri H. & Jagadale, S. R.* (2020). Normalized Heterotopia as a Market Failure in a Spatial Marketing System: The Case of Gated Communities in India. Journal of Macromarketing, 41 (2), 297-314.

Jagadale S. R., Kadirov, D., & Chakraborty, D. (2018). Tackling the Subaltern Quandary: Marketing Systems of Dignity. Journal of Macromarketing, 38(1), 91-111.

Jagadale, S. R. & Jagadale, M. S. (2018). Creating a Market for Low-Cost Menstrual Hygiene Products in India. Sage Business Cases, eISBN-9781526439635.

Jagadale, S. R. & Jagadale, M. S. (2018). Dilemmas with Using Strategy to Create a Market for Renewable Energy in Subsistence Marketplace. Sage Business Cases, eISBN-9781526444264.

Nanda-Biswas, U., Biswas, SN. & Jagadale, S. R. (2018). The Dilemma of Generating a Market for Contraceptives Among Groups at High Risk for Contracting and Spreading HIV. Sage Business Cases, eISBN-9781526435125.

Jagadale, S. R. (2018). Dilemmas with Hiring an Impoverished Exchange Partner for Commercial Surrogacy. Sage Business Cases, eISBN- 9781526431844.

Jagadale, S. R. & Biswas S. N. (2018). Dilemmas in Approaches for Sanitation at the Bottom of the Pyramid. Sage Business Cases, eISBN- 9781526426529.

Jagadale, S. R. & Maitra D. (2017). UPCL: Dilemma of Financial Sustenance of Collectively Owned Social Enterprise. SAGE Business Cases, eISBN-9781526409195.

Jagadale, S. R. & Maitra D. (2014). Bandhan Microfinance: Is Transformation from a Microfinance Institution to a Bank Required?. Ivey Publishing. https://www.iveycases.com/ProductView.aspx?id=66141, Product Number- 9B14N019 https://cb.hbsp.harvard.edu/cbmp/product/W14280-PDF-ENG.

Jagadale, S. R. (2022). Well-being at the Intersection of Class and Outsider Status: Consumption of Migrant Labour in Subsistence Context. The 46th Macromarketing Conference. The Global Macromarketing Conference: The Macromarketing Society.

Jagadale, S. R. (2021). Reinforcing Hegemony by Resisting Alternate Realities- A Pedagogical Challenge. International Conference for Markets and Development- 2021- 16th Biennial Conference hosted by IIM Trichy.

Jagadale S. R. (2021). Imparting Values, Challenging Neutrality- Tackling Macromarketers Pedagogical Predicament. The 46th Macromarketing Conference. The Global Macromarketing Conference: The Macromarketing Society.

Jagadale S. R. Ecima Trujillo Torres, L., & Mimoun, L. (2020). A Divine Duty: Commercial Surrogacy in India and Kin Altruism. ACR North American Advances.

Jagadale S. R. (2020). Fortune for the Bottom-of-the-Pyramid- A Macromarketing Perspective. The 45th Macromarketing Conference (pp. 134-136). Bogota, Columbia: The Macromarketing Society.

Kadirov D. Jagadale, S. R., & Allayarova, N. (2018). Good Faith as the Demand for Sincerity in Marketing Systems: The Case of Surrogacy Markets in India. Conference Proceedings- 43rd Macromarketing Conference (pp. 741-742). Leipzeig: The Macromarketing Society.

Jagadale S. R. & Kadirov, D. (2017). Externalizing Pain: The Rise of the Commercial Surrogacy System in India. Conference Proceedings- 42nd Macromarketing Conference (pp. 104-120). Queenstown, New Zealand: The Macromarketing Society.

Jagadale S. R. (2016). ‘Give it up’- Macro-Social Marketing Approach of Modi’s tryst with Energy self-sufficiency for Poor Consumers. The Academy of Marketing Conference-2016. Newcastle, UK: Northumbria University, ISBN 9781906596293.

Jagadale S. R. (2016). Institutionalizing Subalternization- A Case of Commercial Surrogacy in India. Conference Proceedings- 41st Macromarketing Conference (pp. 423-436). Dublin: Trinity College: The Macromarketing Society, ISSN 2168-1473.

Jagadale S. R. & Kadirov, D. (2016). Shaping Systems from Within or Without: A Case of Indian Milk Marketing System. The Academy of Marketing Conference Proceedings. Newcastle, UK: Northumbria University, ISBN 9781906596293.

Samuel A. & Jagadale, S. R. (2016). Managing and developing the literature review in Grounded Theory: Methodological Implications for Macromarketing Research. Conference Proceedings- 41st Macromarketing Conference (pp. 316-335). Dublin: Trinity College: The Macromareting Society, ISSN 2168-1473.

Jagadale S. R., Chakraborty, D., & Mishra, D. (2015). Subaltern Construction of Intensified Markets - A Curious Case from Neo-Liberal India. Conference Proceedings- 40th Macromarketing Conference (pp. 831-839). Chicago: Loyola University, ISSN 2168-1473.

Jagadale S. R. Mishra, D. (2014). A Systematic Literature Review of Quality of Life Research in Marketing. Conference Proceedings- 39th Macromarketing Conference (pp. 584- 589). London: Royal Holloway, University of London, ISSN 2168-1473.

Jagadale S. R. & Mishra, D. (2013). Quality of Life Researches in Marketing: Cultural Variability, Paradigmatic and Methodological Course, and Nomology Revealed. International Conference on Research in Marketing (pp. 35-36). New Delhi: Curtin University, IIT Delhi and XLRI Jamshedpur, ISBN 978-1-63041-998-1.