A fellow from Institute of Rural Management, Anand (IRMA) with close to fifteen years of experience in the industry and academics. He has consulted and helped many organizations fine-tune their rural go-to-market strategies. He has also trained executives of various FMCG, Mobile and Automobile firms. Areas of teaching and consulting interests lie in the domain of sales and distribution, His research work has been published in national and international journals. He can be contacted atrajeshaithal@iiml.ac.in.