Dr. Prateek Kanchan is Professor and Director, B.K. School of Business Management, Gujarat University, Ahmedabad. He has two years of industrial experience and twenty years of experience in teaching at PG level. He has also presented Thirty One papers at national and international conferences, many of them held at various institutes like IIM-Kolkata, Kozhikode and Indore, to name a few. He also has to his credit an edited book on In-Film Advertising-Brand Positioning Strategy. He has to his credit thirty three articles and papers published in various souvenirs, journals, newspapers and newsletters. He is also a member in the AICTE inspection committee for new and upcoming institutions. His Major Research Project (MRP) on “Changes in Consumer Buying Behaviour of Readymade Garments with respect to the development of Organized Physical Retailing in Gujarat’ has got approved with UGC in March 2013.