Dr. Surbhi Mathur is currently working as an Assistant Professor (Senior Scale) at the Directorate of Online Education at Manipal University Jaipur. She currently handles Marketing Management, Retail Marketing, Retail Customer Relationship Management, and Retail Management. She completed her Ph.D. in consumer behaviour. Dr. Surbhi Mathur previously worked as a Subject Matter Expert in Finance and Accounting Processes at Infosys and later moved to academics where she held varied academic & administrative responsibilities. She has presented more than twenty research papers at international conferences and seminars. For her outstanding contribution towards academic excellence, she received the Young Teacher Award from Manipal University Jaipur in 2022.