Dr. Richa Vyas
Senior Practice Consultant

Phone: +91-20-66091084


Richa is a Senior Practice Consultant in the domain of customers & marketing. At TMTC she leads the customer centricity practice. She is a core member Customer Centricity Community headed by Mr. Harish Bhat, GEC member. Richa has over 13 years of work experience across Consulting, Research, Training and Teaching. In her present role Richa engages with Tata companies to improve their marketing practices, she conceptualizes capability building programs in the areas most relevant for the group like Premiumization, Digitization, Customer focus to name a few. 
She is deeply involved in client engagement, conducting diagnostic studies, understanding the business challenges and designing training interventions to equip participants for effective management. 
Richa is a highly rated trainer for Customer Centricity, Strategic Marketing, Branding and Personal Branding. A research enthusiast, she is a regular contributor to AR@T (Applied Research at TMTC). She has written and published more than 12 case studies and research papers in AR@T, apart from TMTC publications she has presented and published her research papers in various International conferences and journals of good repute. 
Her recent case study written on the Tata Corporate Structure has been accepted at Harvard cases collection for publication. 
Richa is also an executive coach, she is a certified Hogan assessor and also certified in CCL’s 360 feedback. 
An avid writer, apart from writing academic and practitioner’s papers, Richa writes short stories and poems, one of her story has won first prize at a national level competition at IIM Indore. She loves traveling and exploring the world’s different cultures. Her hobbies include swimming, singing and interior decoration. 
Richa holds a Ph D in Management from MDI Gurgaon. 

Highlighted Expertise

Customer Centricity
After sales services
Strategic Marketing

Domain Expertise

Customer Centricity
Strategic Branding
Customer Value Creation
Leadership and Change Management
Personal Branding
Executive coaching

Research Expertise

Creating Relevant Brands and Keeping them relevant
Disruptive Marketing
Consumer Behaviour and Cross Cultural Marketing
Managerial Innovation

Industry Experience

Pan India Market Mapping for Canara Bank’s three retail products HCL Technologies: Estimating market demand for smart cards segment Competency Mapping for the top three levels in Organizational Hierarchy for Tata Coffee.


Best Research paper award at ‘Brand Memorabilia’ International marketing conference at Bangalore Management Academy, 2009.
Best Presentation award at Indore management Association where she represented IIM Indore, 2003.
Gold Medal for Academic Excellence in Higher Secondary 1995.
Govt of MP Scholarship for a period for three years for scholastic achievements, 1992-1995.

Work Experience

Associate Professor, Head of Admissions

Europe Asia Business School

Faculty of Marketing

International School of Business & Media

Senior Brand Consultant

Hansa Consulting, an R K SWAMY BBDO company.

Academic Associate

Indian Institute of Management Indore

Creative Consultant

McCann Erickson Advertising Agency


Fellow Programme in Management - MDI Gurgaon (equivalent toPh.D. 2007)

M.B A. (Specialization Marketing & HR) DAVV - Indore University, 2000

B.A., (Hons) in Economics - Delhi University, 1998