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Indian Institute of Management Shillong

Ph.D. – 2019 (Working Professionals)
_____________________________________________________________________________________
APPLICATION FORM
__________________________________________________________________________________________________________________

A. PERSONAL DETAILS

Ujjwal Marahattta
Name: _____________________________________________________________________________________________
(First Name) (Middle Name) (Last Name)
(Use BLOCK letters only)

Chandra Mani Sharma Marahatta

Father’s Name: ______________________________________________________________
Click here to
Kamala Marahatta
Mother’s Name: _____________________________________________________________ Upload
Passport Size
18/11/1985
Date of Birth:__________________ 33
Age in Completed Years (as on 10 June, 2019): ________ Photograph
(DD/MM/YYYY)
Male
Gender: ________________ B+
Blood Group: __________ Married
Marital Status: ___________________
General Hindu Nepali
Category: _____________ Religion: ____________________ Nationlaity: _________________

No
Are you Differently Abled _______If Yes type of Disability: ________________________% of disability ________

INR 400,000
Annual Family Income (Excluding candidate’s income): __________________________

INR 812,500
Annual Income of the Candidate (Rs / annum):__________________________________

B. ADDRESS FOR COMMUNICATION:

Bharatpur Metropolitan City - 12, Basant Chowk, Chitwan
1. _______________________________________________________________________________________________
Bharatpur
2. City : ________________________________ 056
3. Pin Code _______________4. Province 3
State____________________________
9855065458
5. Mobile No: ___________________________ [email protected]
6. Email Address:______________________________________________
Chandra Mani Sharma Marahatta
7. Emergency Contact Person: _________________________8. 9845544322
Contact No: _________________________________

C. ADDRESS (PERMANENT RESIDENCE):

1. Bharatpur Metropolitan City - 12, Basant Chowk, Chitwan
_______________________________________________________________________________________________
Bharatpur
2. City: ________________________________ 056
3. Pin Code _______________4. Province 3
State____________________________
5. Mobile No:9855065458 [email protected]
___________________________6. Email Address:______________________________________________

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D. ENTRANCE EXAM DETAILS:

Provide score of the test(s) that you have taken:

CAT: ____________ GATE: ____________ GMAT: ___________ GRE: _____________

No
Whether UGC – NET/JRF Qualified (yes / no): _____________ If Yes, Year of Qualification ______________________

Category C
If applying as candidate under exemption from standard tests, Choose Category ______________________

 CATEGORY A: Graduates of PGP programs (2 year fulltime) of IIMs or accredited Institutions (AACSB/AMBA/EQUIS)
with CGPA 6.5 out of 10 or equivalent (minimum 5 years of post PGP experience)
 OR
 CATEGORY B: Government employees of Central/ State Civil Services/PSUs/Banks with more than 12 years of
administrative experience
 OR
 CATEGORY C: Teachers from Institutions of higher education with last qualification from a reputed Institution and
minimum 5 years of teaching experience with proven research acumen.

E. AREA OF YOUR INTEREST FOR RESEARCH:

Marketing Management
1. Select the Primary area of your interest: ___________________________________________________________

Strategic Management
2. Select the Secondary area of your interest: _________________________________________________________

F. EDUCATIONAL QUALIFICATIONS:

DEGREE YEAR BOARD/INSTITUTE/ SPECIALISATION DIVISION/

UNIVERSITY GRADES
PG MBA 2012 Purbanchal University Finance 3.43 CGPA /
Very Good
PG
(Additional)
UG BBS 2006 Tribhuvan University Finance 65.64% / First
Division
UG
(Additional)
XII Grade 12 2003 Higher Secondary Education Board Math 68.20% / First
Division
X Grade 11 2002 Higher Seconary Education Board Economics 69.20% / First
Division
Others
(if any)

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G. PROFESSIONAL EXPERIENCE (start with most recent):

From To Work Annual No.of Primary Area of

Name of the Job
Designation experience CTC Repo work (Select from
organization Profile
(in months) (In Rs) rtees Drop down box)
Presidency College Director - Business Regular 14 May 2013 Continue 73 months 812,500 1 Strategic Management
of Management Development Faculty &
Sciences ECA,
Bank of Kathmandu Branch Manager Sr. Officer
Incubation, 13 Feb 2008 13 Apr 98 Months 654,000 3 Marketing Management
Ltd. Placement 2016
& Student Organisational Behaviour, Human R
Affairst
Organisational Behaviour, Human R

H. PUBLICATION IN JOURNAL

Journal Year Title of the paper Co-author Vol. Page No. of Citations
No. (Scopus/Web of
Science/ICI)

I. BOOKS AUTHOR/EDITED

Name of the Book Co-Author Publisher Year of Publication

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J. AWARDS/MEDALS/PRIZES/SCHOLARSHIPS/CERTIFICATION/HONOURS

Name of the Institution Conferring the

Sl. Awards/Medals/Prizes/Scholarships/Certification/ Awards/Medals/Prizes/Scholarships/
Year
No. Honours Certification/Honours

1) Faculty Development Program Indian Institute of Management Ahmedabad 2018

2) Basics of Social Business Yunush Center & Daffodil International University, 2017
Dhaka, Bangladesh

3) Anti-Money Laundering 7 Combating Finacing Terrorism - Gold Standard Fintelekt - India 2017
Certificate
4)

K. STATEMENT OF PURPOSE (500 words)

I am applying for admission to the Ph.D. program (Working Professionals) with specialization area of Marketing Management because I want
a career in the research and teaching of marketing management. This course would be invaluable in helping me achieve these objectives. It
would enable me to channel my conceptual skills in analyzing business issues and would open up new avenues in research.

I believe that I have the qualities to be a good researcher and teacher. I am a creative person and often think in a contemplative way about
various issues of practical importance. Being able to identify patterns and relationships that are not obvious to others is perhaps my greatest
strength. This will prove very valuable because an integral part of being a researcher and teacher is to perceive the balance between theory
and practice, analytical rigor and intuition. My communication skills are good and I like expressing ideas and concepts both in oral and written
form - an ideal platform for the dissemination of knowledge in my chosen field of specialization.

Marketing is a vibrant field where one gets to bond with the key and potential stakeholders of the organization with the explicit aim of retaining
their loyalties for furthering company’s interest. The community of customers, suppliers, distributors and manufacturers has always captured
my attention as this domain has tremendous scope for qualitative research. Analysing the demand and supply patterns, organizational
response to market vagaries and economic volatilities, consumer temperament shifts, appeal of products vis-à-vis demographic, geographic
or other considerations, competition mapping, devising apt marketing strategies, performance measurement, and involvement in other market
oriented programs have been my favourites since long. I now want to imbibe international perspectives on aforesaid areas and expand the
breadth of my knowledge with a Ph.D. from IIM Shillong.

My academic roadmap is a tale of constant evolution as an enlightened individual. My schooling took place in convent backdrop with stress on
strengthening of concepts through questioning everything enigmatic. My intermediate score was 68.70%. I completed my graduation in
business studies (Bachelor of Business Studies) and scored 65.64% and postgraduation in business administration (Master of Business
Administration) and scored 3.43 CGPA.

Just after graduation I joined bank as an executive on credit department. During my almost 8 years of banking career, I was able to present
the best result at every given assignmenst. I was given assignment of Credit, Credit Administration, Bank Operation, Deposit Marketing as
functional areas and worked as branch coordinator for 3 branches and promoted up to Senior Officer. My regular five promotions during 8
years shows my dedication, commitment and ability to deliver the results. Designing new products for deposit and credit, developing
marketing plans and execution of them and review & monitoring the branch performances were my major responsibilities.

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 Following my passion in to academics, I joined college as a faculty of Marketing Research, Brand Management, Retail Management for MBA just
after completion of my post graduate on 2012. Initially I worked as an adjunct faculty for 4 years and finally decided to join academics as a main
profession where I am passionate too. All together it is more than 7 years I have been in regular college teaching.

Presently, I am serving as a Director – Business Development and Business Incubation Center. In addition, I am also a regular faculty of
marketing area. My responsibilities involve are student outreach programs planning, international linkage and placement coordination as part of
business development, where as I am also responsible to coordinate for college business incubation center. Under my supervision and
collaboration with other stakeholders we conduct short term business incubation programs for students as well as potential entrepreneurs from
the ideation phase.

With my eagerness to learn new things and enthusiasm on research, I joined 110 days Faculty Development Program of IIM Ahmedabad on
2018. I got opportunity to observe the contemporary thoughts and pedagogy on management education during FDP period. My thirst to complete
Ph. D in marketing further stimulated by this program. And I decide IIM Shillong would be the best place for me to achieve this dream.
IIM Shillong has an unsullied reputation of extending best available research-oriented management education to students for acclimatizing them
to contemporary academic ambience. The University ranks among the top international institutes offering Ph.D in Marketing and the degree is
internationally recognized. The marketing segment is comprised of internationally acknowledged faculty members with numerous cutting-edge
research papers to their names fascinated me to join this institution. So I am eagerly awaiting my turn to be a part of this illustrious intuition.

I aver that I shall utilize every opportunity given to me to the best of my abilities. I will be much obliged if I am admitted into your institution. With
the guidance of your eminent Professors, state-of-art infrastructure, intellectual capacity and an amicable environment, I sincerely believe that
my objectives will be met to the fullest.

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L. TENTATIVE RESEARCH PROPOSAL (1500 words)

Title
Socio-economic Empowerment at Bottom of the Pyramid with community-based tourism: A Case of Amaltari Homestay, Nawalpur

Introduction
Nepal is rich in both categories of tourist products, i.e. nature and culture. Nepal is famous for its nature all over the world. Mt. Everest, the highest
peak in the world, has added additional value and curiosity to this destination for many visitors from abroad. Other snowy peaks, mountains and hills
with natural scenery have constantly been major attraction for the international & national visitors. All made Nepal one of the destinations in the world
for many that must be visited at least once in he/r life time (Paudyal, 2012:6).

The majority of tourists come to Nepal primarily for entertainment and relaxation (29.60%) followed by trekking and mountaineering (21.1%) in 2008
(MoTCA, 2008). 83% of the total land area of the country is covered by high mountains and hills. Because of the facts that Nepal is crowned with nine
high peaks out of the world’s 13 highest peaks (including Mt. Everest at 8,848 m) it became an important destination for all mountaineers (Paudyal,
2012:6).

Since visitors are attracted toward culture of others tourism can puts a value of exchange in culture becomes an economic good. The rich endowment
of arts and architecture, people, festivals, events and shopping are the major attractions for city tours and sight-seeing (Paudyal, 2012:6)

Thus, catering visitors’ needs creates various activities and facilities in the destination that virtually become many people’s livelihood. So, tourism is the
service industry in the host country that caters for travel needs of all sorts of people including pleasure and entertainment of rich people. Its provision
creates jobs and incomes for local people in the destination and also can be a vehicle for poverty alleviation in the remote rural areas. It can also be
instrumental in narrowing down the regional income disparity within a country as people from cities visit remote and regional areas for pleasure and
business.

Evidence from the past revealed that tourism can contribute to the economic growth and development of a country if it is properly planned and
managed. Its contribution on the structural change of the economy from traditional farming agriculture to service is thus widely recognized. Tourism’s
help on solving the adverse balance of payment is a recent one.

With all these scope and opportunities, the marginalized community is left behind most of the time and almost no innovative models were designed to
involve the BOP population in the main stream of tourism industry. These BOP population with unique culture are the not the major value chain actor in
tourism. There is always a big criticism of leakage of revenue in between and insignificant amount is shared among the BOP population.

Considering these facts, the initiatives of recent past, several programs for community-based tourism (CBT) have started in several parts of the
country. They claim for the socio-economic growth of the BOP population.

The questions under debate here are: what is the scenario of employment level, women participation, average earning per month and shifting towards
commercialization from traditional agricultural practice from the CBT on BOP segment. In order to explore these facts impact assessment on BOP
segment (selected community home-stay) are made under this research process.

Research objectives
•ࣅTo examine the assumptions behind the community involvement for tourism.
•ࣅTo identify the characterizes of socio-economic empowerment.
•ࣅTo evaluate the impact on BOP from community based tourism.

Proposed Methodology
In this study, I propose to use a mix of quantitative and qualitative methods to gather data. The incidences of economic growth, empowerments are
more amenable to data collection by quantitative methods. However, interview, observation and reflections are more suitable to collect the issues on
social changes.

Subjects. The subjects for this study will be community-based homestay where local government has provided financial support. My plan is to study
Amaltari Homestay located at Nawalpur district.

Instruments. Questionnaires shall be developed to collect the data. An interview instrument will be developed for the qualitative interviews.

Procedure. Initially 2 interviews shall be conducted with management committee members of homestay and 1 interview with local government official to
explore the dimensions of social and economic changes from community-based home stay. Questionnaire shall be developed thereafter and sample
data collection shall be conducted from 5 -7 respondents. Questionnaire shall be refined and final data collection shall be made with 35 homestay units
of Amaltari Homestay.

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Data analysis. The data will be analyzed by statistical packages SPSS and R, interviews transcribed, and coded to obtain the outcomes.

Literature Review
Community Based Tourism (CBT)
CBT is tourism that takes environmental, social and cultural sustainability into account. It is managed and owned by the community, for the community,
with the purpose of enabling visitors to increase their awareness and learn about the community and local ways of life.

Community based tourism is tourism in which local residents (often rural, poor and economically marginalized) invite tourists to visit their communities
with the provision of overnight accommodation. Community Based Tourism programs are developed based around special elements of local lifestyle,
culture, people and nature that community members feel proud of and choose to share with guests.

Community based tourism model is envisioned with the community participation and the participation has several dimensions. It is merely not the
people’s involvement for common goal or mutual progress however, also elaborates the citizen participation, power redistribution, collaboration
processes and social capital creation (Arnstein 1969).

Rowlands (1997: 14) clearly states that ‘empowerment is more than participation in decision-making; it must also include the processes that lead
people to perceive themselves as able and entitled to make decisions’. As a means to realizing public participation and empowerment, Reid (2003)
highlights the necessity of communities’ awareness raising and transformative learning processes in understanding their situation and the need to
confront problems themselves.

Bottom of the pyramid (BOP)

Bottom of the pyramid (BOP), also called base of the pyramid, term in economics that refers to the poorest two-thirds of the economic human pyramid,
a group of more than four billion people living in abject poverty. More broadly, BOP refers to a market-based model of economic development that
promises to simultaneously alleviate widespread poverty while providing growth and profits for multinational corporations (MNCs) (Prahalad and
Hammond, 2002).

Karnani (2007) claims this concept has been increasingly adopted by firms in different industries (e.g., household goods, energy). Alleviating global
poverty was identified as a top priority in the United Nations Millennium Development Goals. Unlike traditional aid-based models of economic
development, BOP approaches recast poverty as an economic opportunity for MNCs. The basic argument has three premises: (1) the world’s poor
constitute massive growth opportunities and profit potential for MNCs, (2) MNCs should play a leading role in unlocking the economic potential of such
difficult-to-access markets, and (3) bringing the poor into the global economy will simultaneously generate fortunes for MNCs while solving the problem
of global poverty.

Socio-economic Empowerment
Social empowerment is understood as the process of developing a sense of autonomy and self-confidence, and acting individually and collectively to
change social relationships and the institutions and discourses that exclude poor people and keep them in poverty (Halton 2006). Similarly Macron
(2013) supports, poor people’s empowerment, and their ability to hold others to account, is strongly influenced by their individual assets (such as land,
housing, livestock, savings) and capabilities of all types: human (such as good health and education), social (such as social belonging, a sense of
identity, leadership relations) and psychological (self-esteem, self-confidence, the ability to imagine and aspire to a better future). Also important are
people’s collective assets and capabilities, such as voice, organisation, representation and identity.

Economic empowerment is thought to allow poor people to think beyond immediate daily survival and to exercise greater control over both their
resources and life choices (Eyben, R., Kabeer, N., Cornwall, A., 2008). For example, it enables households to make their own decisions around making
investments in health and education, and taking risks in order to increase their income. There is also some evidence that economic empowerment can
strengthen vulnerable groups’ participation in the decision-making (Golla, A. M., Malhotra, A., Nanda, P. and Mehra, R., 2011). For example,
microfinance programs have been shown to bolster women’s influence within the household and marketplace. The evidence also suggests that
economic power is often easily ‘converted’ into increased social status or decision-making power (DAC Network on Gender Equality, 2011).

Time Scale
Literature Review: Apr 2019 - Mar 2020
Research Proposal: Apr 2019 - Jul 2019
Development of Tools: Aug 2019 - Oct 2019
Data Collection: Oct 2019 - Dec 2019
Analysis of Data: Dec 2019 - Jan 2020
Research Paper Writeup: Aug - Sep 2019, Nov - Dec 2019, Feb - Mar 2020
Submission of Research Paper: Mar 2020

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References
Agrawal, Manoj Kumar and RP Upadyay (2006): Tourism and Economic Development in Nepal, Northern Book Centre, New Delhi.

Al-Farsy, F. (1990): Modernity and Tradition: The Saudi Equation. Kegan Paul International, London New York.

Blomkvist, H., 2003, ‘Social Capital, Political Participation, and the Quality of Democracy in India’, Paper presented at the annual meeting of the
American Political Science Association, Philadelphia Mariott Hotel, Philadelphia, PA

Bhatia, AK (1991): International Tourism: Fundamentals and Practices, Sterling Publishers, New Delhi

CBS, GoN (2009): Statistical Year Book. Kathmandu: NPC, Statistics Beauro of Nepal.

DAC Network on Gender Equality, 2011, ‘Women’s Economic Empowerment: Issues Paper’, OECD Publishing, Paris

Eyben, R., Kabeer, N., Cornwall, A., 2008, ‘Conceptualising Empowerment and the Implications for Pro-Poor Growth’, Paper prepared for the DAC
Poverty Network by the Institute of Development Studies, Brighton

Friel, Martin (1999): “Marketing Practice in Small Tourism and Hospitality Firm.” In International Journal of Tourism Research, 1, 97-109.

Goetz, A. M., and Jenkins, R., 2002, ‘Voice, Accountability and Human Development: The Emergence of a New Agenda’, Background Paper for the
Human Development Report 2002: Deepening Democracy, UNDP, New York

Golla, A. M., Malhotra, A., Nanda, P. and Mehra, R., 2011, ‘Understanding and Measuring Women’s Economic Empowerment: Definition, Framework
and Indicators’, International Center for Research on Women

Kabeer, N., with A. H. Kabir and T. Y. Huq, 2009, ‘Quantifying the Impact of Social Mobilisation in Rural Bangladesh: Donors, Civil Society and ‘The
Road not Taken”, Working Paper 333, Institute of Development Studies (IDS), Brighton

Shaw, Gareth and Allan M. Williams (2002): Critical Issues in Tourism, A Geographical Perspective, Blackwell Pushing Ltd, USA.

Slee, Bill, Helen Farr and Patrick Snowdon (1997): “The Economic Impact of Alternative Types of Rural Tourism”, in Journal of Agricultural Economics,
48 (2), 179-192

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M. NAME AND ADDRESS OF REFEREES *

Name of the Referee Relationship Affiliation Address E-Mail Contact No.

with the
Referee
Chok Bahadur (Shambhu) Head of the Institution Presidency College of Bharatpur Metropolitan City - shambhu_chhetry@hot 9855052263
Chhetry (Present Employer) Management Sciences 10, Chitwan mail.com

Prof. Dr. Deepak Shakya Birjung Bublic College Murli Bagaicha, Birjung, drdeepakshakya@gma
Parsa il.com

Dr. Gun Raj Chhetry Professor (during MBA Balkumari College Bharatpur Metropolitan City - 9855024107
study) 03, Chitwan

* One of the referee should be from your current organization and at a scale above you.

DECLARATION

I hereby declare that the above information given by me is correct and complete to the best of my knowledge and no information
has been distorted. If it is revealed that I have concealed or distorted any information my application may be rejected without
any notice at any point of time.

Chitwan
Place: ____________________ Ujjwal Marahatta
Name: __________________________________

Date: 6 Jul 2019

____________________ U. Marahatta
*Signature of the Applicant: ___________________

(*Signature is needed only on printed copy. For online submission you can put only your initials. Example: A. K. Sinha, if your
name is Ashok Kumar Sinha)

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