ISBR Research Center proudly celebrated the successful completion of the Final Public Viva Voce of Mr. Sourav Choudhury (FPM15-2021). Conducted on March 31, 2026, at its Electronics City campus in Bangalore, the event exemplified academic rigor, research innovation, and institutional excellence.
Mr. Choudhury is a scholar from the prestigious Fellow Programme in Management (FPM), an AICTE-approved doctoral-level program designed to cultivate high-impact research and thought leadership.
FPM Doctoral Research India: Thesis Overview and Impact
Mr. Choudhury’s doctoral thesis, titled:
“Environmental and Social Impact of Green Marketing on Consumer-Packaged Goods: A Study on Generation Z Students in Urban India”, explores the intersection of sustainability, marketing strategy, and consumer psychology.
Key Contributions of the Research
- Deep insights into green marketing strategies in India
- Analysis of Gen Z consumer behavior trends
- Evaluation of environmental and social drivers in purchasing decisions
- Practical implications for consumer-packaged goods (CPG) companies
The research was conducted under the expert guidance of Dr. Lakshmi K. S., Professor at ISBR Business School, ensuring strong academic mentorship and methodological rigor.
Green Marketing Thesis Gen Z: Academic Evaluation and Viva Voce
The thesis was externally evaluated by Dr. Senthil Murugan P, Associate Professor at CHRIST (Deemed to be University), Bengaluru. The Final Public Viva Voce ISBR saw active participation from faculty, scholars, and the Research Advisory Committee.
Highlights of the Viva Voce
- Structured and comprehensive presentation
- Clear articulation of research objectives and methodology
- Strong data-driven analysis and findings
- Confident handling of critical questions and expert feedback
Mr. Choudhury demonstrated exceptional clarity in sustainable marketing concepts, reinforcing the relevance of his research in today’s eco-conscious business landscape.
Examination Committee
The doctoral evaluation was conducted by a distinguished panel:
- Dr. Lakshmi K. S. – Chairperson & Research Guide
- Dr. Anandram K. S. – Senior Director
- Dr. Senthil Murugan P – External Examiner
- Dr. A. Narasima Venkatesh – RAC Member
- Dr. Richa Bhalla – RAC Member
- Dr. M. R. Jhansi Rani – Director, Research Centre
Their collective expertise ensured a robust and fair evaluation process aligned with global doctoral standards.
Why This Research Matters in Today’s Business World
The study addresses a critical shift in consumer behavior, especially among Generation Z, who prioritize:
- Environmental responsibility
- Ethical consumption
- Brand transparency
Businesses can leverage these insights to design sustainable marketing strategies that align with evolving consumer expectations.
ISBR’s Commitment to Research Excellence
The Final Public Viva Voce ISBR is a testament to the institution’s dedication to fostering impactful research and nurturing future academic leaders. Mr. Sourav Choudhury’s work sets a benchmark in green marketing research in India, contributing valuable insights to academia and industry alike.
ISBR Business School extends its heartfelt congratulations and wishes him continued success in his academic and professional journey.
About ISBR Business School: ISBR Business School, located in Bangalore, India, is a premier institution dedicated to providing world-class education in business and management. Accredited by the NBA and recognized by the Association of Indian Universities and the Ministry of HRD, Government of India, ISBR has consistently been ranked as a platinum institute by AICTE-CII. With a diverse student body, a strong emphasis on industry collaboration, and a curriculum designed to foster innovation and leadership, ISBR Business School is committed to shaping the business leaders of tomorrow. The school’s robust placement record and partnerships with top global companies underscore its commitment to excellence and career readiness for its students