About

Dr. Jagriti Mishra

Associate Professor, Fashion Management Studies (MFM)

Gandhinagar Campus

About

Dr. Jagriti Mishra

faculty-1

jagriti.mishra@nift.ac.in
Regional Industry Coordinator (RIC)
Ethics and Social Service Club

LinkedIn Profile

About

Dr. Jagriti Mishra is an Associate Professor in the Department of Fashion Management Studies at the National Institute of Fashion Technology (NIFT), Gandhinagar, and currently serves as the Regional Industry Coordinator. With over eighteen years of academic and industry experience, she specializes in Fashion Marketing, Retail and Luxury Management, AI, Digital Commerce, and Retail Innovation. She received her Ph.D. in Luxury Retail Management from NIFT Delhi and has served as Centre Coordinator at NIFT Gandhinagar . She contributes to teaching, curriculum development, industry engagement, and academic leadership, and has developed several courses in luxury branding, fashion retailing, social media marketing, and omnichannel planning. Her research focuses on luxury retail, consumer behaviour, digital marketing, AI-enabled retail, digital commerce, retail innovation, and technology-driven customer engagement. She has authored research papers, book chapters, and award-winning teaching case studies published by reputed publishers, including Emerald Publishing, Palgrave Macmillan, and Bloomsbury. Her scholarly work has received recognition at IBS Bengaluru, BIMTECH, IBS Hyderabad, and Universiti Utara Malaysia. She has also conducted several professional training programmes with industry and government organizations. Dr. Mishra actively mentors students, promotes experiential learning, and strengthens academia–industry collaboration through outreach programmes, workshops, continuing education initiatives, and alumni engagement. She remains committed to advancing industry-relevant education and fostering innovation in fashion management.

Completed Ph.D. in Luxury Retail Management from the National Institute of Fashion Technology (NIFT), New Delhi, in 2017. "Impact of Store Attributes of Luxury Fashion Brands on Consumer Purchase Decisions." Completed Master of Fashion Management (MFM) from the National Institute of Fashion Technology (NIFT), Kolkata, in 2008. Completed Master of Business Administration (MBA) in Marketing from Pondicherry University, in 2013. Completed Bachelor of Arts (Economics) from Lucknow University, in 2005. Qualified UGC-NET (National Eligibility Test) in Management on 25th March 2013. Completed Executive Development Programme in Digital Marketing from Xavier School of Management (XLRI), Jamshedpur, in 2022.

Journal Publications (Peer Reviewed) Mishra, J. (2015). An analytical study on identification of the types of Indian consumers in the luxury segment through application of AIO model. Globsyn Journal of Management, IX(1 & 2), 19–32. ISSN: 09739181. Mishra, J., & Banerjee, S. (2019). Purchase intention of Indian luxury consumers with respect to store attribute preferences. BHU Management Review, 7(1), January–June 2019. ISSN: 2231-0142. Mishra, J. (2017). A study on motivators for usage of fashion mobile applications for millennials. Commonwealth Journal of Commerce & Management Research, 4(6), 59–73. ISSN: 2393-851X. Books / Book Chapters Mishra, J. (2023). The emergence of e-learning & hybrid learning models and sustainable education in post pandemic era. In Sustainable Practices in Higher Education. Palgrave Macmillan. Mishra, J. (2019). Medigit Solutions: A case study on brand communication through digital marketing. In Sustainable Business and Competitive Strategies: Retail Industry & E-marketing. Bloomsbury Publishing. ISBN: 9789389449655. Mishra, J., & Chaudhary, V. (2018). Cross-stitch apparels: The endeavour of a first generation entrepreneur. In Case Handbook of Fashion Retail and Management. Pragun Publications. ISBN: 978-93-80397-900. Published Case Studies Mishra, J. (2013). Aavaran: Creating niche through contemporary traditional textiles. Emerald Emerging Markets Case Studies, 3(2), 1–12. Emerald Group Publishing Limited. ISSN: 2045-0621. DOI: 10.1108/EEMCS-Aug-2012-0143. Mishra, J. (2016). SEWA: Competing in Chikankari market. Emerald Emerging Market Case Studies, 6(1 & 2), 1–15. ISSN: 2045-0621. Mishra, J. & Dholakia, K. (2021). Dhabla and shawls of Kutch: Preserving identity through geographical indication. AIMA Journal of Management & Research, 15(2/4). ISSN: 0974–497. Mishra, J. (2020). Category planning and department restructuring at A-One Mall. In Proceedings of the 5th International Case Study Conference, Universiti Utara Malaysia. Mishra, J., & Chaudhary, V. (2019). Product development as growth strategy for XYZ Apparels—A case study. BHU Journal of Management, 6, 12–18. Mishra, J. & Chaudhary, V. (2017). Developing an active leisure wear range: A dilemma for Khanna Enterprises. International Journal of Humanities and Social Sciences, 11(11). World Academy of Science, Engineering and Technology. Conference Proceedings / Published Papers Mishra, J. (2024). AI driven retail: A study on technology readiness and its impact on consumer behaviour. In International Conference on “Intertwining Sustainability with Mission LiFE: Fashion, Entrepreneurship and Cultural Integration in Harmony”. Mishra, J., & Sharma, A. (2023). Harit Zaveri Jewellers: Brand image strengthening through creative visual content on social media. In International Conference India@100: Building ‘Atmanirbhar’ Bharat from Farm to Fashion to Future, NIFT Gandhinagar. Mishra, J. (2022). Framework development for effective training of handloom weavers based on workshop impact assessment. In Proceedings of the Virtual International Conference: Tracing 75 Years of Indian Fashion Post Independence. Shree Ram Printers. ISBN: 978-81-958086-0-1. Mishra, J. (2016). Cluster analysis of store attributes with respect to purchase decision of luxury consumers in India. In Conference Proceedings of International Conference on Fashion and Textiles, National Institute of Fashion Technology (NIFT), Jodhpur. ISBN: 9789385542350. Mishra, J. (2014). Extraction of store attributes affecting the buying behaviour of Indian luxury consumers using factor analysis. In Vanijya Sammelana: Recent Trends in Business, Management & Tourism, Volume II. ISBN: 978-163102030-8. Banerjee, S., & Mishra, J. (2014). Importance of store attributes vis-à-vis consumer characteristics and approach avoidance behaviour for luxury apparel purchase. In Research Edited Paper Series (ARC–REPS). ISBN: 978-1-63102-078-0 & 978-1-63102-664-5. Mishra, J. (2013). Consumer perception about sustainable luxury apparel. In International Conference on Sustainability, Technology and Education (STE). ISBN: 978-989-8704-00-9. Mishra, J. (2014). Viral marketing through social networking as promotional tool for apparel. In International Conference on Fashion, Retail and Management. ISBN: 978-81-7800-297-2.

2019, Best Case Award, Colloquium on Case Studies, IBS Bangalore, Bengaluru Case study titled “Haider Bhai Bandhaniwala – A Case on Reconceiving a Family Business” was awarded the Best Case Award. 2019, BIMTECH – Dr. G. D. Sardana Young Scholar Award, International Conference on Management Cases, BIMTECH, Noida Awarded for the case study titled “Medigit Solutions: A Case Study on Creating Brand Identity Through Digital Marketing.” 2015, First Prize for Best Case in Family Business Management Category, International Case Study Conference, IBS Hyderabad in partnership with Parampara Family Business Institute (PFBI), GMR as Institutional Partner and Universiti Utara Malaysia as Partner University, Hyderabad Awarded for the case titled “Maintaining Strategic Advantage – The Traditional Family Business of Chauhans.” 2020, Best Paper Award, 5th International Case Study Conference, Universiti Utara Malaysia Awarded for the case study titled “Category Planning and Department Restructuring at A-One Mall.”