Soniya Gupta-Rawal

Soniya Gupta-Rawal (she/her) is a PhD Scholar in Quantitative Marketing at Judge Business School, University of Cambridge, United Kingdom. Her research is at the intersection of business innovation, marketing strategy in emerging markets, and social impact of entrepreneurship, using field experiments and econometric modeling. Her doctoral research focuses on quantifying marketing problems for small-scale entrepreneurs and unorganized businesses in emerging markets, for underexplored yet high- impact domains like digital adoption, women entrepreneurship, unorganized retail, and frugal innovation. She studies problems that contribute multi-stakeholder value to governments, policy teams, social enterprises, micro-entrepreneurs, and low-income consumers. Soniya holds an MPhil in Strategy, Marketing, and Operations from University of Cambridge (Commonwealth Scholar, 2021). She has published in the Journal of Product Innovation Management, Psychology and Marketing, and Journal of Asia-Pacific Business. Her research work has been recognized by the Tony Cowling Foundation Research Award (2022–25).