Understanding solar power adoption in emerging markets: empirical evidence from Assam, India Available to Purchase

Ashutosh Kumar Pandey is an MBA candidate at the Indian Institute of Technology, Guwahati, with a background in English and Political Science from the University of Delhi. He brings experience in human resources, marketing and data analytics through internships and live projects with Tata 1mg, 3i Infotech and FundCapita. Ashutosh has held several leadership roles at IIT Guwahati, including MBA Representative and Executive positions in TEDx, Alcheringa, and the Student Alumni Interaction Linkage. With strong skills in problem-solving, digital marketing and interpersonal communication, he is passionate about sustainable development, strategic thinking and driving impact through innovative and collaborative efforts.

Dr Soma Amol Dhaigude is currently affiliated with the Department of Marketing, S. P. Jain Institute of Management and Research (SPJIMR), Mumbai, India as a Post-Doctoral Research Fellow. She was previously associated with the Indian Institute of Technology Guwahati as an Institute Post-Doctoral Fellow. She holds a PhD from the National Institute of Technology Karnataka, Surathkal. Her research interests include consumer behaviour, social commerce, social media marketing, online retail and service quality, with a focus on the evolving dynamics of digital platforms and their impact on consumers and businesses. Her work has been published in journals such as the International Journal of Consumer Studies, the Journal of Internet Commerce and the International Journal of Human–Computer Interaction, examining customer experience and logistics service quality in online and social commerce contexts.

Dr Kuldeep Baishya holds a PhD from Indian Institute of Management Shillong. He earned a B.Tech in Information Technology from North-Eastern Hill University in 2010 and had been working as a software engineer for 2.5 years before joining the doctoral program at IIM Shillong in 2013. Kuldeep has published some of his research papers in reputed journals. He worked as an Assistant Professor (Grade 1) at Indian Institute of Management Rohtak before joining Indian Institute of Technology Guwahati. His teaching interests include marketing management, marketing research, consumer behavior, capstone simulation and marketing analytics.