Ms. Sonika Siwach is an Assistant Professor in the Department of Fashion Management Studies at the National Institute of Fashion Technology (NIFT), Panchkula. She specializes in fashion retail, e-commerce, digital marketing, consumer behaviour, buying and merchandising, and category management. She has over ten years of professional experience in the e-commerce industry before transitioning to academia. She received her Bachelor's degree in Fashion Technology from the National Institute of Fashion Technology and an MBA with a specialization in Operations Management. Her research interests include quick commerce, AI-driven personalization, digital consumer behaviour, online fashion retail, and technology-enabled marketing.

She is currently pursuing doctoral research on consumer behaviour towards fashion purchases on quick commerce platforms in India. Her research focuses on responsible AI, consumer trust, perceived convenience, and emerging retail technologies. She has presented research at academic conferences and contributes to publications in fashion management and digital commerce. Ms. Siwach actively mentors students through industry projects and experiential learning initiatives. She participates in academic workshops and curriculum development activities and is committed to strengthening industry–academia collaboration while fostering innovation, critical thinking, and lifelong learning among future fashion management professionals.