Prof. Sanjeev Tripathi is an alumnus of IIM Ahmedabad. His research interests are in the area of consumer behavior, specifically, he likes to work on topics related to behavioural pricing, numeral cognition and behavioral economics. His research also extends in the area of sports marketing and sports management. He has published his research in a number of reputed international journals and also presented research papers at a number of international conferences. Prof. Tripathi is an avid case writer and he has written more than 15 cases that are registered at IIM Ahmedabad and at Ivey. He has coauthored a book on Trucking Business Management published by McGraw Hill and is currently writing two more books on sports marketing. He has a diverse teaching interest and teaches a wide variety of subjects such as Pricing, Neuro Science and Consumer Behaviour, Strategic Marketing, Sports Marketing, Business Research Methods and Experimental methods for research. Besides teaching at IIM Ahmedabad, Prof. Tripathi has also mentored the new IIM at Nagpur and has been a visiting faculty there. He has done consulting projects for a number of organizations in sectors like sports, philanthropy and advisory functions. He regularly, conducts management development programmes and in the past, he has taught in MDPs for organizations like Pepsi, Reliance Capital, Ircon, Ambuja, Exide, Meril Life etc. He also mentors a couple of startups in technology domain.