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Paramanand Kumar is a PhD scholar in Marketing area at the Indian Institute of Management Visakhapatnam. His research interests span sustainable consumption, consumer behaviour and creators economy. He brings over four years of professional experience from ICICI Bank and Sundaram Finance, where he worked across customer experience, digital process initiatives and business development domains. Paramanand holds an MBA with specialization in marketing and finance and has qualified the UGC Junior Research Fellowship (Management).