Dr Rajesh Ittamalla is an Assistant Professor in the Department of Entrepreneurship and Management at the Indian Institute of Technology Hyderabad (IITH). Before joining IIT Hyderabad, Rajesh was an Assistant Professor in the Department of Management Studies NIT Trichy since 2020. He holds a PhD from the University of Hyderabad in Customer Experience Management. He is also an awardee of the Junior Research Fellowship (JRF) from the University Grants Commission of India. His research interest includes Entrepreneurial Marketing, Go-to-Market Strategies, Startup Branding, Market Research, Customer Experience Management, and Rural Consumer Behaviour. Rajesh has published various topics in leading marketing journals, indexing SCI,  ABDC, ABS and SCOPUS, including the Journal of Retailing and consumer services, Services Industries Journal, Health Policy and Technology, Journal of Hospitality and Tourism Administration, etc. He also shares his knowledge with industry and academia through consultations, projects, and guest lectures.