Prior to this, he was attached with the Coventry Business School, Coventry University, as a Lecturer in Marketing and Advertising. He has also taught at the Warwick Business School, University of Warwick and Universiti Utara Malaysia. Before joining academia, Dilip has worked with various organisations in different capacities. This includes a short stint as a sub-editor of a magazine and as the Communications Officer for Consumers International - Asia Pacific office. Dilip has published widely in journals and books, as well as presented at national and international conferences. His research interests include digital consumption, social networking, customer relationship management, and social marketing. His Twitter profile (@admutum) has over 8000 followers.