Presently working as Professor in the Marketing area of T.A. Pai Management Institute, Manipal. Joined TAPMI in 1991. He teaches courses like Marketing, Brand Management and Services Marketing. Loves to teach through cases and also enjoys writing cases. His cases have been published in Vikalpa—journal of IIM Ahmedabad. He is also in the expert panel of reviewers in the IIM Banglore’s management journal. He also had worked in the electronics component industry for about 3 years before getting into academics. He has about 20 years of teaching experience.

He regularly conducts training programmmes for practicing managers. He has conducted several Executive Education Programmes in Marketing for companies like Ashok Leyland Ltd, Infosys, Jindal Steel, BPL, ECE Elevators, Corporation Bank, Syndicate Bank etc. He is acting as the faculty coordinator of BrandScan – a very reputed and industry accepted marketing research fair organized by TAPMI. Recently he brought out a compendium of articles titled "Scanning the brands and the market" – which is a collection of articles based on live market research projects guided by him under BrandScan.

Recently he was invited to teach a Marketing course, in the Spring semester in Oakland University, Detroit, Michigan, US. He is also a Professional Member of the American Marketing Association.