0476 – 2808110

Qualification: B. E. (Marathwada University, Maharashtra), M. B. A. (Amrita School of Business, Coimbatore), Ph. D. 

Dr. Avinash has worked in area of sales & marketing with leading banks in India for 6 years. He has diverse experience in liability product sales, key account management and  working capital finance. He holds an engineering degree in electronics from Marathwada University and an MBA from Amrita Vishwa Vidyapeetham. Currently he is an Assistant Professor with Amrita School of Business, Amritapuri.

He has a PhD in the area of Frugal Innovations undertaken by firms in India, with a special focus on the various strategic orientations adopted by firms. He has presented papers in conferences as well as published papers in national and international journals in the areas of frugal innovation, service innovation and strategy.

Teaching Areas: Sales and Distribution Management, Marketing


Publication Type: Journal Article

Year of Publication Title


Dr. Avinash Shivdas, Dileep G. Menon, and Nair, C. S., “Antecedents of Acceptance and Use of a Digital Library System: Experience from a Tier 3 Indian City”, The Electronic Library, vol. ahead-of-print., no. ahead-of-print., 2020.[Abstract]

The purpose of this paper is to examine the critical factors that drive the adoption of digital library system (DLS) in institutes located in remote India. An integrated model of the unified theory of acceptance and use of technology model-2 (UTAUT2) and information systems success model (ISSM) is used to evaluate the critical factors.

The survey method of research was used, and the data collected was analysed by using PLS-SEM, which proved helpful to evaluate and validate the model.

Departing from past research, where most of the factors of the UTAUT2 and ISSM were found to influence the adoption of DLS, in this context, it is noted that performance expectancy, facilitating conditions and habit were the only constructs that influenced the intention to use DLS.

The study addresses the requirement for further research in DLS domain in emerging markets. It is one of the few studies addressing DLS adoption in remote India. The findings are unique to this context, which differ from developed nations, thus, answering the call to advance UTAUT model.

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Dr. Avinash Shivdas and Illikotil, K., “A Model on the Factors that Drives the Smartphone Demand from the Retailer’s Perspective, Thrissur”, International Journal of Recent Technology and Engineering, 2019.


A. Prakash and Dr. Avinash Shivdas, “A Model On Understanding Mobile Buying Behaviour Of Migrant Workers With Consideration To Kerala Region”, International Journal of Innovative Technology and Exploring Engineering, vol. 8, no. 8, pp. 649-653, 2019.[Abstract]

Mobile phones have become the part and parcel of human life and it was once considered to be a luxury and now it has become a necessity and with this there have been a large number of companies and India is one of the leading markets for mobile phones based on several factors and there are large number of companies offering medium range phones to this segment. It has become a bit difficult for people to choose mobile phones and also companies are finding it challenging to differentiate from the clutter, so the companies will have to understand the factors that influence the purchase decision of audience and in the recent past there has been a large increase in migrant laborers traveling across India and this segment has a unique set off filters based on which they select mobile phones. This paper aims at understanding how this market of migrant laborers choose mobile phones and what factors influence their choice and for this purpose migrant laborers located in tier two and tier three city were selected. one of the major differences found from other papers is the importance of advertisement being in the top priorities of the factors affecting the buying behavior. The other factors that affect the buying decision are camera, storage, battery, offers, experience etc. this study gives an insight to the migrant labour market.

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H. J. Bhate and Dr. Avinash Shivdas, “Analysis of Critical Success Factors of Laundromats in Emerging Economies like India: An Application of Gap Analysis”, International Journal of Applied Business and Economic Research, vol. 15, pp. 159-170, 2017.[Abstract]

Evaluation of customers' perception and satisfaction of service quality is widely acknowledged as being a favorable strategy in the laundry industry. In recent years, the Laundromats in India have encountered difficult times due to the increasing customer demands, and due to the strong growing internal industry competition development. However, the industry's main concern around the globe is to cater for its customer needs and their desires, which are mostly addressed through personal services. Research on service quality of such a specialized sector is scare. The present research paper aims to fill this gap by conducting a comprehensive analysis of the laundry sector in India and provide an assessment of service quality suggested by Grönroos (1982; 1990). Servqual is being used to understand the gap between the provider and the customer of this scantly researched industry. The major findings indicate that areas where laundromats in India will have to focus in on reduction of defects and the margin of error. In case of errors, the compensation mechanism should be in place to retain customers. Secondly, the customers are too occupied in their daily routines and will not be ready to wait for delivery or collection of clothes. Hence, waiting time reduction at points of collection and delivery is another critical factor that determines the success of a laundromat in India.

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Dr. Avinash Shivdas and Chandrasekhar, J., “Sustainability through Frugal Innovations: An Application of Indian Spiritual Wisdom”, Prabandhan: Indian Journal of Management, vol. 9, no. 5, pp. 7–23, 2016.[Abstract]

Today, the entire world is on the brink of disaster. The waves of crises like global warming, climate change, financial crisis, mental traumas, and tensions are engulfing mankind. Many business strategies are being discussed with sustainability as the watch word. In this context, the age-old Indian wisdom has much to offer. The gap between the haves and have-nots is on the rise. Affordability of many products is becoming a distant dream for the common man. To cater to the needs and wants of the contemporary world, firms have to adopt frugal innovation to produce low-cost and high-quality sustainable products/services. The aim of this paper was to create a conceptual model of understanding sustainability through frugal innovation by combining ideas from these fields and basing the model on the spiritualistic perspective of Indian wisdom. The case study methodology was adopted to substantiate the above conceptual model. More »»


Dr. Avinash Shivdas and Sivakumar, S., “Innovation in Services: A lancastrian Approach to the Field of E-learning”, Education and Information Technologies, 2015.[Abstract]

Innovation in services is one of the prime drivers of several economies. There are various schools of thought that have emerged over the past few decades in this area. The present paper focuses on the evolution of the ‘synthesis’ school of thought. It contributes to literature by extending the framework proposed by Lancaster (The Journal of Political Economy, 74(2), 132–157, 1966) and other researchers by incorporating aspects of Web 2.0 technology with a specific reference to e-learning. The proposed framework is validated using case study from the field of e-learning. © 2015 Springer Science+Business Media New York More »»


B. Gupta, Jeayaram Subramanian, Vachhrajani, H., and Dr. Avinash Shivdas, “Exploring the Sources of Innovation in Food Processing SMEs of Kerala”, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, vol. 8, pp. 1149 - 1153, 2014.[Abstract]

Indian food processing industry is one of the largest in the world in terms of production, consumption, exports and growth opportunities. SMEs play a crucial role within this. Large manufacturing firms largely dominate innovation studies in India. Innovation sources used by SMEs are often different from that of large firms. This paper focuses on exploring various sources of innovation adopted by food processing SMEs in Kerala, South India. Outcome suggests that SMEs use various sources like suppliers, competitors, employees, government/research institutions and customers to get new ideas.

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Dr. Chandrasekhar J. and Dr. Avinash Shivdas, “The Yagna Spirit–new age business dynamism”, International Journal of Business and Emerging Markets, vol. 6, no. 1, pp. 34–53, 2014.[Abstract]

New paradigms of doing business are evolving as the world is struggling with a financial crisis. It has become a compelling need for business enterprises to explore innovative solutions to overcome this crisis. The voluntary organisations are establishing social businesses as corporate entities and are embracing social responsibility projects. The distance between philanthropy and business is being substantially reduced. The emerging success stories of new age business entrepreneurship reveal the insights expressed in ancient Indian literature, which has struck deep roots in Indian ethos – the Yagna Spirit, which is becoming a new age business dynamism. 1) This paper1 discusses the concept of Yagna from the entrepreneurial perspective and makes an attempt to develop the core philosophy of Yagna Entrepreneurship; 2) It elucidates the traits of Yagna Entrepreneurs and traditional business practices influenced by the spirit of Yagna in the contemporary business context.

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Dr. Avinash Shivdas and Sivakumar, S., “The Economics of Frugal Innovation - A Conceptual Exploration of the Eastern Paradigm”, Southwestern Journal of Economics, vol. 10, 2013.

Publication Type: Conference Paper

Year of Publication Title


Dr. Avinash Shivdas and Sougata Ray, “Resource Utilization by Pharmaceutical Companies in India: Emphasis on R D, Labor and Capital”, in 2017 International Conference on Data Management, Analytics and Innovation (ICDMAI) (pp. 19-23). IEEE, 2017.[Abstract]

The growing competition in the Indian Pharmaceutical Industry has emphasized that they utilize resources in an effective manner to ensure sustainable growth. Using data of 116 India pharmaceutical companies for the year financial year 2013-14, we find that R&D expenditures are statistically significant along with expenditure on physical and human capital in explaining the sales performance. We also present an alternative framework based on resource utilization for mapping and measuring the performance of a firm and its competitors. Our study shows that the average technical efficiency for the Indian Pharma firms is low and there is also wide variation among the firm. We conclude that resource optimization is a key for the long term sustainable growth of any firm.

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Raghu Raman, Vachhrajani, H., Dr. Avinash Shivdas, and Prof. Prema Nedungadi, “Low cost tablets as disruptive educational innovation: modeling its diffusion within Indian K12 system”, in Innovations in Technology Conference (InnoTek), 2014 IEEE, 2014.[Abstract]

The world of today is not looking for innovations that are mere incremental but those that are disruptive. Aakash, the Low Cost Tablet (LCT) initiative by Indian govt. was launched in 2011 amidst dominance by the likes of Apple, Amazon, and Samsung etc. Single most objective of this initiative was affordable ICT learning tool for the 220+ million students. LCT like Aakash can be seen as a disruptive innovation from the as they are simple to use, cheap, low performing, targeted at low portion of mainstream market and focused on social sectors like education, health to increase access and equity. Within Rogers theory of Diffusion of Innovation, we propose a framework for innovation attributes that can significantly predict student and teacher behavior intentions and motivations towards LCT for use in classrooms. Authors investigate the innovation attributes for adoption of LCT in a social group comprising of (N=121) potential-adopter students and teachers from India. The results revealed that motivations for adopting LCT are strongly associated with innovation attributes like relative advantage, compatibility, ease of use, peer influence, perceived enjoyment and perceived usefulness. Overall, both teachers and students expressed positive attitude towards using LCT as it enhanced their digital literacy skills. Bigger question is to identify what kind of new teacher training program, models and approaches and learning environment are required for successful adoption of educational innovation like LCT. Findings contribute to the design of new pedagogical models that maximizes learning potential of LCTs for K12 education.

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PDF iconLow Cost Tablets as disruptive educational innovation- Modeling its diffusion within Indian K12 system.pdf