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  2. Dr. A. Sasirekha

 

Associate Professor

Department: Fashion Management Studies

Additional Role: CC-FMS, CPIO(Non-academics)

Email: sasirekha.a@nift.ac.in

Linkedin: https://www.linkedin.com/in/sasirekha-a-717547100/

Research Interests

  • Behavioural Science
  • Human Resource Management

Area of Expertise

  • Research Management
  • Data Analytics

Educational Qualifications

  • B.Sc (Statistics)
  • MBA (HR)
  • M.Phil (Management)
  • PhD (Management)
  • PGDHRM

Work Experience

  • AVS College of Arts and Sciences, Salem – 2 years
  • Sona School of Management – 3 years
  • National Institute of Fashion Technology, Chennai – 15+ years

Journal Publications

  • Sasirekha, A., 2000. Index numbers. Salem: Sri Sarada College for Women.
  • Sasirekha, A., 2011. Innovative model for assessing human assets. Journal of Contemporary Research in Management, 6(1).
  • Sasirekha, A., 2012. A study on performance measurement systems. European Journal of Social Sciences, 32(2).
  • Sasirekha, A. and Nithyakumari, N., 2012. A study on retaining potential employees of a retail store in Chennai. DCAS Journal of Management and IT Application, 2(2).
  • Sasirekha, A. and Ashok, J., 2013. A study on HRD climate in a public sector cement company – An empirical study. Life Science Journal, 10(5s).
  • Sasirekha, A., Gokulakrishnan, P. and Kausicka, B., 2014. A study on factors that influence consumer’s product choice with special reference to men’s formal shirt. BVIMSR’s Journal of Management Research, 6(2), October.
  • Sasirekha, A., 2015. Impact of mobile phone usage among young adults. Focus: The International Journal of Management, 11(1).
  • Sasirekha, A. and Valarmathi, S., 2015. A comparative study on consumers’ preference between offline and online apparel shopping. Prerana Journal of Management, 7(1).
  • Sasirekha, A., 2016. Employees' perception towards performance measurement factors: Structural equation modeling approach. Asian Journal of Research in Social Sciences and Humanities, 6(10).
  • Sasirekha, A., 2016. Good governance practices in Tamil Nadu. International Journal of Exclusive Management Research, 6(3).
  • Sasirekha, A., 2019. A study on factors influencing employee satisfaction level and turnover with respect to garment manufacturing units in Chennai. International Journal of Research in Commerce & Management, 10(9).
  • Sasirekha, A., 2020. Analysis on decision-making styles and clothing choice criteria of working women in buying apparel in Chennai. Journal of Information and Computational Science, 10(1).
  • Sasirekha, A. and Praveenraj, T., 2021. Spider-Web-Network Model, a mitigating strategy at the tail end of the business supply chain to overcome the crisis. In: Perspectives on Business Management. Bengaluru: Archers & Elevators Publishing House, pp.249–263.
  • Sasirekha, A., Stephen, A. and Deepti, A., 2021. A study on westernisation of Indian school uniforms. NIU International Journal of Human Rights, 8(23).
  • Sasirekha, A., Praveenraj, T. and Stephen, A., 2022. A study on reception of conceptual hybrid pedagogies for fashion education system – applicable for present and future class. In: Changing Business Survival and Sustainable Quotient. Bengaluru: Archers and Elevators Publishing House, pp.101–121.
  • Sasirekha, A. and Stephen, A., 2022. A study of human resource development climate in a garment manufacturing company in Chennai. The IUP Journal of Management Research, 21(1).
  • Habeebunissa and Sasirekha, A., 2024. Availability of UV-protective clothing in Chennai market: An evaluation study. Library Progress International, 44(3).

Conference Publications

  • Sasirekha, A., 2000. Index numbers. National Seminar on “Glimpses of Statistics”, Sri Sarada College for Women, Salem, 28 July.
  • Sasirekha, A., Keynote address. National Seminar on “Wealth Creation through Invention, Innovation and Creation”, AVS College of Arts & Science, Salem.
  • Sasirekha, A., 2006. A study on the existing relationship between Need Hierarchy Theory and consumer expectation. National Seminar on “Marketing in the Digital Era”, Sona School of Management, Salem, 15–16 September.
  • Sasirekha, A., 2006. Human Resource Accounting – A new approach for the valuation of human assets. International Conference on Global Business and Policy Modelling, Adaikalamadha Institute of Management, Thanjavur, 21–22 September.
  • Sasirekha, A., 2009. Innovative model for assessing human assets. National Conference on “Design, Manufacturing and Management for Next Generation”, Kongu Engineering College, Perundurai, 12–13 March.
  • Sasirekha, A., HRD climate in private sector companies: A case study. 3rd National Conference on Contemporary Management Research, Apeejay School of Management, New Delhi.
  • Sasirekha, A., Ashok, J. and Prasanth, P., 2012. A comparative study on the impact of technology in the banking sector. International Convention on “Innovations in Engineering and Technology for Sustainable Development”, Bannari Amman Institute of Technology, Sathyamangalam, 3–5 September.
  • Sasirekha, A., 2015. Promoting good governance in public administration – practices in the ancient history of Tamil Nadu. National Conference on “Next Best Practices for Emerging Business World”, KG College of Arts and Science, Coimbatore, 21 February.
  • Sasirekha, A., 2015. Economic status of handloom silk weavers of Manajamedu Village – a case study. International Case Symposium on Fashion, Retail and Management, NIFT Bhubaneswar, 19–20 November.
  • Sasirekha, A., 2016. Consumer buying behaviour on ethnic wear – a comparative study between Bengaluru and Chennai. National Seminar on Advanced Management and Engineering, KSR College of Engineering, Tamil Nadu, 21 October.
  • Sasirekha, A., 2018. A review on experiential learning. International Conference on Recent Innovations in Engineering, Technology and Management, Nandha Engineering College, Erode, 23 March.
  • Sasirekha, A., 2020. A study on entrepreneurial attitude orientation among students. National Conference on Metamorphosis of Modern Management and Research, Bannari Amman Institute of Management, Sathyamangalam, 6 March.
  • Sasirekha, A. and Deepti Anand, 2022. Promotion beyond retail with respect to the Indian luxury market. International Conference on Lifestyle Products & Accessories, NIFT Hyderabad, 28–29 January.
  • Sasirekha, A. and Geetha Ranjini, 2022. Passing through generations with grace: The journey of a traditional silk saree. IFFTI Conference on Fashion Re-Imagined, School of Art and Design, 5–8 April.
  • Sasirekha, A. and Deshna Jain, 2022. A study on recycled yarn manufacturing and closed loop supply chain. Virtual International Conference on Metamorphosis of Modern Management and Research, Bannari Amman Institute of Technology, Sathyamangalam, 26 May.
  • Shanthi, N.S., Sasirekha, A. and Sreekala, S.P., 2022. A case study on self-concept of students pursuing higher education. National Conference on Integrating Human Values & Ethics in Higher Education, PSG College of Technology, Coimbatore, 9 December.
  • Sasirekha, A. and J. Jinny Leena Pearline, 2023. A study on feasibility of launching two different business concepts simultaneously. Virtual International Conference on Metamorphosis of Modern Management and Research, Bannari Amman Institute of Technology, 17 March.
  • Habeebunissa and Sasirekha, A., 2025. A study on consumer preference towards UV protective clothing in Chennai city. International Conference on Emerging Trends of Sustainability in Apparel and Textiles, PSG College of Arts and Science, Coimbatore, 19 March.
  • Habeebunissa and Sasirekha, A., 2025. A consumer-driven approach to sustainable UV protective clothing. International Conference on Transforming Fashion with AI and Sustainability, Institute of Fashion Technology, Kerala, 1–2 April.
  • Jayaraj, S. and Sasirekha, A., 2025. Brand placement impact on Millennials and Gen Zs for selected Indian regional Tamil movies. ICSSR National Conference on Integrating Equity & Diversity in Business for a Sustainable Future, CMS Business School, JAIN University, 18–19 June.

Ph.D. Scholars Guided/Ongoing

  • Completed: Mr. Imran Khan – The evolution of electronic payment systems in developing economies and impacts in their societies with reference to Guyana
  • Ongoing: Mr. S. Jayaraj – A study on the impact of brand placement on Gen Z (Zoomers) with special reference to Indian movies

Projects Completed/Ongoing

  • Completed – Market intelligence survey on Thirumalpur Handloom Weaving Clusters

Honors & Awards

  • Best Paper Awards:
    • “A study on the influence of Western culture in Indian school uniforms” – 3rd Virtual National Conference on Metamorphosis of Modern Management and Research (NC3MR 2021), 12 March 2021.
    • “A study on the consumer preference towards UV protective clothing in Chennai city” – International Conference on Emerging Trends of Sustainability in Apparel and Textiles, PSG College of Arts and Science, 19 March 2025.

Languages Known

  • Tamil
  • English

Hobbies

  • Reading Books