Priya Grover is an Associate Professor at Symbiosis Institute of Media & Communication, Symbiosis International (Deemed University) and teaches in the areas of Marketing, Consumer Behavior and Brand Management. She has done PhD from Hemwati Nandan Bahuguna Garhwal University, Srinagar. With an enriched experience of 15 years, she has written papers that have been published in journals of international repute. She is an avid reader, a passionate researcher and case writer. Her cases have been published in reputed international journals for case writing.