Professor Naufel J. Vilcassim is an expert on the use of economic theory and econometric techniques to analyse substantive marketing problems and serves as the Academic Director of Aditya Birla India Centre.

He has focused this research on problems in particular areas of the marketing mix, such as competitive interactions and market structure, pricing and price promotion, marketing channels, measurement of market response to investments in advertising and other marketing mix elements, and household choice behavior. Currently, he is undertaking research that examines the role of managerial capital and suitable information tools in enhancing the business performance of micro-entrepreneurs in Africa.