Srinivas Rao Pingali
Adjunct Professor and Head of BRAIN (BITSoM Research in AI and Innovation) Lab
BIO
Dr Srinivas Rao Pingali is an Adjunct Professor at BITSoM. Prior to this role, he was a Professor of Practice at IIM Udaipur. Dr Pingali migrated to academia after three decades of corporate experience. He has held senior positions in organisations such as the Tata Group and Accenture, where he was a Partner. Dr Pingali was also a part of the leadership teams of two successful entrepreneurial ventures, Spectramind and Quatrro. He is also a Co-founder and strategic advisor at Avika Mind Health. Dr Pingali specialises in digital agility and has published best-selling case studies, papers in top journals and co-authored several books. He is also regularly invited to speak at technology forums. Dr Pingali teaches a range of courses including digital strategy, digital product management, digital marketing and innovation and entrepreneurship for executive, graduate and undergraduate programs.
Education
Executive Fellow in Management (Executive DBA), Indian School of Business
MBA (Marketing), University of Illinois Urbana-Champaign
B.Tech (Chemical Engineering), Osmania University
Email Id
srinivas(dot)pingali(at)bitsom(dot)edu(dot)in
PUBLICATION
Refereed Journal Articles
Pingali, S. R., Singha, S., Arunachalam, S., & Pedada, K. (2023). Digital readiness of small and medium enterprises in emerging markets: The construct, propositions, measurement, and implications. Journal of Business Research, 164, 113973. (ABDC A)
Singha, S., Pedada, K., Racherla, P., & Pingali, S. (2025). Unveiling the metaverse: A comparison of multiple environments. Decision Support Systems, 189, 114384. (ABDC A*)
Under Preparation
Pingali S., Pedada, K, Nasa, J– Adoption of Generative AI for Entrepreneurial Marketing: An Exploratory Investigation into the Opportunities and the Challenges
Books and Book Chapters
Pingali, S., Prakash, S., Pedada, Kiran & Korem, JR. (2024) Product Management in the Digital Era Routledge India.
Pingali, S., Prakash, S., & Korem, JR. (2021). Digital Transformation Strategies: Theory and Practice, SAGE Texts. 2nd Edition expected to be published by December 2025 by Routledge.
Mukhopadhyay, S., Pingali, S., & Satyam, A. (2021). Selling IT: The Science of Selling, Buying, and Deal-Making. Routledge India.
Pingali, S. (2019). Made in India – A Business Process Playbook for SMEs, Notion Press.
Pingali, S. R., Rovenpor, J., & Shah, G. (2017). From Outsourcing to Best-Sourcing? The Global Search for Talent and Innovation. In Human Capital and Innovation (pp. 161-191), Palgrave Macmillan UK
Under Preparation
Chakrabarti D, Pingali S., Sudhir, K.N., Consulting Methods: A Practical Playbook for Success (Expected publication – December 2025)
Teaching Cases
Kuddle Life Foundation– Scaling a Social Enterprise, ISB-Harvard Business Publication Services (2025)
Atomberg Technologies - Leveraging Digital Marketing to Accelerate Its Omnichannel Strategy. ISB-Harvard Business Publication Services (2023)
FluidAI - Breaking new ground with Artificial Intelligence. ISB-Harvard Business Publication (2023)
CHETAK: Revitalizing a legacy brand from the past to the future. ISB-Harvard Business Publication Services (2022)
Divami Design Labs - Rebuilding a Software Product with User-Centric Design, ISB-Harvard Business Publication Services (2022)
Dhanashree Agro: Transforming a “Farmer First” Model, Emerald Emerging Markets Case Studies (2020)
One Woman Campaign: Inculcating a Culture of Gender Equity in an Emerging Market, Case Research Journal- Harvard Business Publication Services (2019)
Digital Transformation of TSG from a B2B to a B2C company, Emerald Emerging Markets Case Studies. (2019)
Rethinking Quatrro’s execution strategy: capturing the small and medium-sized enterprise market, Emerald Emerging Markets Case Studies. (2019)
Under Preparation
- Project Deep: A case for unconditional cash transfers (Under review)
- avika Mind Health: Technology Strategy for Digital Product Development (Under review)
Managerial Articles (Sample)
- How to make Indian SMEs digital-ready, Fortune India. May 2023
- Fast-tracking SME’s digital transformation, Financial Express, May 2023
- Unleashing the power of the Industrial Metaverse, Forbes India, July 2022
- Finverse - The symbiotic relationship between financial services and the metaverse, Forbes India, March 2022
- From Megamarts to Metamarts - the next disruption of retail? CRN, Feb 2022.
- Not just a throwback of throwbacks—The evolving face of nostalgia marketing, Forbes India, August 2021
- Personalization vs. Privacy – The Evolving Realities of Digital Marketing, Eletimes, July 2021
- The Good, The Bad, and the Ugly: The Wild West of Influencer Marketing, Outlook India, October 2020
- Too small to serve to too large to ignore: SMEs, the new frontier for digital vendors? Forbes India, August 2020
- Digital India enables better services beyond metros, creates local employment, Financial Express, July 2020
- The digital transformation of SMEs is likely to become permanent, The Hindu Business Line, June 2020
Speaking Engagements (Sample)
- Digital Transformation – A strategic perspective, Talk at ZF Engineering, 2023
- Accelerating Digital Adoption, CNBC TV18, 2022
- Leading during in Crisis, Seminar for Thiagarajar School of Management, 2020
- Keep it Simple Digitally, Workshop for senior management of Subex India, 2020
- Innovation in Services Industry, Workshop for Honeywell Tech. India, 2019
AWARDS AND GRANTS
- IIM Udaipur Teaching Excellence Award, 2021
- Research grant for the academic year 2020-21 from the E&Y-ISB Institute for Emerging Market Studies (IEMS)
- Distinguished Alumnus Award, Osmania University College of Technology, 2018
- Role Model and Exemplary Leader Award at the BPO Excellence Awards, 2013