According to Dr. Pathak, Director, Jaipuria Institute of Management, Noida- “the concept of a brand is a matter of belief and timeless brands are created by everyone concerned staying invested with it.” She was speaking at the “Brand Marquee” event organized by T. A. Pai Management Institute in association with MBA Rendezvous.
Dr. Kavita Pathak is an eminent Professor of Marketing and the Director of Jaipuria Institue of Management, Noida. Her teaching career experience of over two decades includes 18 years of teaching in India and 4 years overseas, teaching at University of Queensland Business School, Australia. Her research work focuses on the area of high tech marketing.
She shared her perspectives in a very interesting panel discussion titled “Director’s View on Branding: We Produce Budding Managers”. The panel consisted of Directors from reputable B-Schools and hence provided for a very rich discussion on the subject.
For a management education institution, brand building begins with fundamental elements, one of which is the people and processes it invests in. For Dr. Pathak the choice of joining Jaipuria, Noida on her return from Australia was a very clear one. According to her, there is little that the institute does that is of mere ornamental value. “The investment it makes in people and facilitating collaboration between them makes the whole experience of teaching here worthwhile,” states Dr. Pathak.
Another aspect that leaves a mark on students well beyond their time at the institute and thus creates long term brand value is the mentoring they receive in their 2 years. Speaking about the mentoring process for students, she went on to say, “we run a unique individual development and mentorship program. In most cases, our mentorship begins at the undergraduate level itself where Jaipuria has an extensive teach through its quiz leagues. The intensive mentorship program then covers the 2 years that students spend on campus and extends well beyond graduation.”
Apart from research, collaboration through the unique ‘Uncampus’ initiative, and mentorship, the other important focus area for Jaipuria according to Dr. Pathak is the industry connect. This helps the institute to develop a curriculum that is relevant and in turn with industry needs. Besides this, it also helps to groom and prepare students effectively for placements, providing them with an opportunity to compete effectively with students from other leading B-schools.
As per Dr. Pathak, the most important factor for her own personal success in building the Jaipuria brand is to ensure that she and her support team are completely on the same page on the brand promise. Only then can the brand be marketed effectively to outsiders. “One challenge that I see from my side is making sure that the passion I imbibe for the Jaipuria brand extends to all the faculty, students, and staff,” she added. This involves keeping the energy of faculty members channelized towards entrepreneurial activity that can help the organisation grow.
In summation, Dr Pathak feels that brands are a matter of belief, trust and staying invested in the ultimate goal. “So, whatever it takes to carve a belief about your institution, first carve a belief about yourself, nurture that belief and the vision of what you wished to be and give it everything. That’s how brands are made,” she concludes.

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Sonam recounts the time she enrolled for the program late in the first semester. Soon after, she was taken ill with chikungunya, which hampered her progress. But with the support of her faculty members and friends she managed to keep pace with her studies and came through the internship process with flying colors. “The experience taught me never to give up hope and I took that attitude to my internship. Internships help you get true insight of the corporate world and build your own network. That’s why I was always proactive, communicating and networking, which helped me get the best out of my internship,” she reveals.
Sonam’s internship brought her a stipend of Rs. 50,000 but it also demanded every bit of her effort and dedication. Her project was on Tax compliance for C – Corporation and as a part of business tax services central she was a part of Houston team, as they are divided geographically. “I was assigned to prepare the book return for the U.S Clients and compute their taxable income. I learned about Tax software and how to calculate taxable income. About the work environment I would say that they have an open door policy. All the professionals are so amiable and I learned how to connect with right people and build a network,” she narrates.
Smriti was beating the blues of peak summer while at Opple. She was visiting retailers and sellers to understand the edge of Opple Lighting over its competitors. The Delhi sun of May or June has never been kind to anyone and amidst all the dust and heat; Smriti was pulling a 9am to 7pm schedule, everyday. Not to forget, the anemometer was reading 40 degrees Celsius.
Smriti is of the opinion that B Schools can only play their part in preparing you for internships; beyond that you need to take the initiative to gain optimally from the experience. Jaipuria Institute of Management, Noida had already done everything possible to bring industry exposure to the campus through guest lectures, seminars, workshops and facilitate the internship. It was up to her to get the most out of the internship experience she had. “To do well in your internship you need to have the right attitude to learn. You have to be humble and cheerful to work in a stress free environment. If you can manage that, the internship can be a big step towards successful professional career for you,” she says.

Students of Jaipuria Institute of Management are no strangers to practical exposure. They study in an environment where they closely interact with corporate professionals and are put through activities that help them hit the ground running from day one at the B-school. Leela Swarup Mullapudi, student of PGDM Class 2018 remarks- “I felt confident going into the internship and had the right mindset for it. I performed to the best of my abilities and have come away with many crucial learning experiences for my future career.” Here’s Jaipuria Institute of Management, Noida’s Leela’s story.
Leela asserts that to work with a renowned name like Accenture, you have to be flexible and versatile when it comes to responsibilities of the role. From ensuring sound progress of scheduled activities to collecting daily snags for maintenance, he had to handle different tasks every day during his internship. “I was also managing the inventory and client visits. I was inspecting quality of operations and in charge of organizing training programs for third parties. I was thrilled to have such dynamic professional experience at this stage in my life,” he enthuses.
