Soniya is a PhD candidate in Quantitative Marketing at Judge Business School, University of Cambridge, advised by Professor Jaideep Prabhu and Professor Ahmed Khwaja. Her interest lies in the empirical analysis of marketing problems at the intersection of business innovation, social impact, and marketing strategy. 

Prior to starting her PhD, Soniya graduated with an MPhil in Strategy, Marketing and Operations at Cambridge Judge Business School, University of Cambridge, as a Commonwealth Masters Scholar 2021 from India. She was awarded the prestigious Mitsubishi UFJ Foundation Scholarship during her Bachelor of Commerce (Honours) degree at Shri Ram College of Commerce, University of Delhi (2014-2017). Soniya earned her Master of Commerce from Delhi School of Economics, University of Delhi (2017-2019).

Her experience as a researcher in emerging markets fuels her inspiration to contribute to the sustainable business ecosystem for nano entrepreneurs, small and medium-scale enterprises, and technology-based industries. Soniya has held positions as a Researcher at the Department of Strategic Marketing, MICA, India; Research Fellow at the Centre for Advanced Studies in Policy Research; and Research Consultant at Ernst & Young, Global Delivery Service, India. She has interned at Grant Thornton, EY India, Urban Company and Parliament of India.

Research Interests: Marketing strategy; Business innovation; Emerging markets; Entrepreneurship; Digital Platforms