Admissions Open 2024

Dr. Gurpreet Kaur Mehdiratta

Dr. Gurpreet Kaur Mehdiratta

Associate Professor and Associate Dean

B.A. (Panjab University);

MBA (IIM Lucknow);

EFPM (IIM-Lucknow);


Dr. Gurpreet K. Mehdiratta is an Associate Professor in Jindal Global Business School. She is an MBA in Marketing from IIM, Lucknow and has over 15 years of corporate experience across leading Media and IT companies such as NIIT Technologies (now Coforge), India Today, Radio Mirchi and Dainik Bhaskar. She has worked in the areas of strategy development and implementation, revenue generation and business model innovation.

Dr. Gurpreet has done her PhD in the area of Business Sustainability from IIM, Lucknow. Her doctoral research titled “Understanding Pro-environmental Behavior of Adolescents- a Moderated-Mediation Model” was conducted on Grade 9-Grade 12 school students across India. It focused on determining the factors that affect pro-environmental behavior in adolescents in the Indian context using structural equation modeling technique. Dr. Gurpreet has presented her work in leading conferences in IIT Kharagpur and in the International Conference on Sustainability, Amsterdam. Her research papers are under review in leading ABDC and ABS journals.

Dr. Gurpreet’s research interests include sustainable consumer behavior; conscious capitalism; psychology of conscious consumption and green marketing.

Prof. Gurpreet has taught core courses and cross listed electives which include Marketing Management, Critical Thinking, Entrepreneurial Marketing, Sustainable Marketing, Customer Relationship Management and Digital Marketing.

Prof. Gurpreet is the Associate Dean- Admissions and Outreach at the university level.

  • Mehdiratta, G. and Kumar, S. (2022) ‘Knowledge of environmental sustainability in future leaders: a study of adolescent school children in Delhi NCR, India’, Int. J. Indian Culture and Business Management, Vol. 25, No. 4, pp.529–549.
  • Paper titled- “Adolescent Environmental Knowledge- A Pan-India Study of school students from Grade 9-Grade 12”, presented in MDC 2021, organized by Vinod Gupta School of Management, Indian Institute of Technology, Kharagpur.
  • Paper titled- “Environmental Concern And Emotional Disposition Towards The Environment: A Study Of Indian Adolescents” presented at Seventeenth International Conference on Environmental, Cultural, Economic & Social Sustainability, 2021 at Online Only – Hosted by Vrije Universiteit Amsterdam, Amsterdam, Netherlands.