Research interests primarily lie in the field of marketing management, with a specific focus on branding, customer-based brand equity, and green branding. Additionally, I have an interest in the field of open and distance learning. 

I have 17 years teaching experience in KKHSOU. Apart from this I also worked as a guest faculty in Gauhati University for few months and prior to that I worked as Assistant Professor in Sikkim Manipal Study centre of Gauhati for three years.

Completed Research Projects/Consultancy:

• Role of Study centres in ODL System- A Case Study on KKHSOU (a minor research project completed under funding of KKHSOU in 2012-13).
• A study on the effectiveness of instructional practices adopted by different study centres of KKHSOU (a minor research project completed under funding of KKHSOU in 2014-22).

1. Received best paper award for “"International Seminar on Accounting, Finance, Business, and Social Sciences in Collaboration with Alabama A&M University, USA Dates: September 14th, 15th, and 16th, 2023 (Hybrid Mode)" organised by Assam University, Silchar. Received Best Paper award for this paper with co-author Ms. Sikha Rani Baishya.

2. Received AAOU – COL fellowship in 34th Annual Conference of Asian Association of Open Universities (AAOU2020) held from 1st -3rd June 2021 at Colombo, Sri Lanka.

3.         Received best paper award for “International e-conference on Surviving in Tough time: Strategies for success and sustainability”, titled “e-learning initiatives in Assam, during and post pandemic Covid 19” organized by Prestige Institute of Management and Research (6.6.2020).

Research paper publications

2024

1. , 1. Sitola Dipti and Choudhury S (2024) Fostering Sustainable Practices: A Look at the CSR Efforts of Oil and Gas PSUS in Promoting Sustainability in North East India, Third Concept, January 2024, ISBN 09707247, Volume 37, No 443, pages 103-106 (UGC Care listed) , 2024

2023

1. , 2. Baishya, Sikha Rani; Choudhury, Smritishikha (2023) Impact of Pre-Purchase Emotional State on Information Search and Evaluation: An Empirical Study on Automobile Consumers in India., IUP Journal of Brand Management. Sep2023, Vol. 20 Issue 3, p5-26. 22p., 2023

2. , 3. Karmakar A and Choudhury S.(2023) Challenges of SHGs: A study on SHGs members of Barpeta district of Assam, The Clarion Volume 12, Number 1, PP 25-30 ISSN : 2277-1697, , 2023 DOI number: 10.5958/2277-937X.2023.00006.0

3. , 4. Choudhury S, Senapati C and Sarma N.N (2023) Management education in technology-mediated ODL platform – implications for educators in context of shifting learning path and digital divide, Asian Association of Open Universities Journal Emerald Publishing Limited e-ISSN: 2414-6994 p-ISSN: 1858-3431 (SCOPUS indexed) Volume 18 Issue 2, , 2023 10.1108/AAOUJ-08-2022-011

4. , 5. Mahanta Urmimala; Choudhury, Smritishikha (2023), অসমৰ ঔদ্যোগীকৰণৰ বিকাশত সত্ৰৰ ভূমিকা , Divashi Rastrasewak journal, ISSN 2321-4945, (UGC Care listed)., 2023

5. , 6. Sitola Dipti and Choudhury S (2023) Exploring the Indian Perspective: Building Green Brand Equity through Corporate Social Responsibility, Third Concept, April 2023, ISBN 09707247, Volume 37, No 434, pages 122-126 (UGC Care listed), 2023

2022

1. , 7. Mahanta Urmimala; Choudhury, Smritishikha (2022) Role of Sattras in developing entrepreneurship in Assam, Prestige International Journal of Management and Research ISSN 0974-6080 ,2022, Vol. 15, Issue1- 2, p109-119p., 2022

2. , 8. Baishya, Sikha Rani; Choudhury, Smritishikha (2022) Impact of Consumption Emotions on Post-Purchase Satisfaction of Automotive Customers, IUP Journal of Brand Management. ISBN 9788131427958 Jun2022, Vol. 19 Issue 2, p43-64. 22p., 2022

3. , 10. Karmakar A and Choudhury S.(2022) Role of microfinance in financial inclusion among the rural poor: A comparative study between members of SHGS and members of JLGS in Barpeta district of Assam International Journal of Commerce and Management Research ISSN: 2455-1627, Volume 8, Issue 1, 2022, Page No. 55-60 , 2022

2021

1. , 11. Sitola Dipti and Choudhury S (2021) Green Branding Initiatives of Patanjali Hair Care Products in the Guwahati Market: A Study, The IUP Journal of Brand Management, ISBN 9788131427958 Volume 18, issue 3, pages 29-44, 2021

2. , 12. Choudhury S and Senapati C (2021) Digital Education and Assam: A Case Study of KKHSOU NSOU-OPEN JOURNAL 4, No.1, pages53-57, 2021, ISSN 2581-5415, 2021

2020

1. , 13. "Value Chain Interventions – Imperatives for Livelihood Development" with co-author Prof. N.N.Sarma, is published in Volume 13 Issue 1, July, 2020 of Pacific Business Review International (ISSN 0974-438X). (UGC Care listed), 2020

2016

1. , Role of Study Centres in Open and Distance Learning System: A case study on KKHSOU (2016), Journal of Open Learning and Research Communication ISBN 2456-2742, 2016

2014

1. , Measuring Customer Based Brand Equity for Premium Detergent Brands in the Indian Market (2014) with co-author Prof. Rinalini P. Kakati, Pacific Business Review International ISBN 0974-438X (UGC Care listed), 2014

2. , An Analytical Study of Spill-over Effect of Different Branding Elements on Customer-Based Brand (2014) co-author Prof. Rinalini P. Kakati, The IUP Journal of Brand Management, ISBN 9788131427958,, 2014

2013

1. , Kakati, R. P., & Choudhury, S. (2013). Measuring customer-based brand equity through brand building blocks for durables. IUP Journal of Brand Management, 10(2), 24., 2013

Conference Proceedings

2022

1. , 9. Sitola Dipti and Choudhury S (2022) Exploring trends and opportunities in green marketing of FMCG sectors in India, Business Practices in the age of innovation, disruption and sustainability, ISBN 9788131427958 Volume 2, Gauhati University, pages 83-89, 2022

2014

1. , Does Advertising influences on Enhancing Customer Based Brand Equity? (2014), International Proceedings of Economics Development and Research, (vol 79) ISSN 20104626, 2014