The All India Management Association (AIMA) was created as an apex body of professional management with active support of the Government of India and Industry in 1957. AIMA is a non-lobbying organisation, working closely with industry, Government, academia and students to further the cause of the management profession in India.

AIMA has a broad base of 67 Local Management Associations (LMAs) including two cooperating LMAs i.e. Qatar Indian Management Association and Mauritius Management Association. AIMA has established close linkages with over 3000 institutions and over 30,000 individual professionals directly and through a network of the LMAs.

AIMA makes a salutary contribution to management learning and practice in the country by offering various services in the areas of testing, distance education, skill development & training, events & conferences, research, publications and management development programmes.

The association is represented on a number of policy-making bodies of the Government of India and a number of national bodies/organisations. Some important ones are as under:

  • All India Council for Technical Education (AICTE), which is the apex regulatory body for professional education in the country under the Ministry of Human Resource Development, Government of India
  • National Board of Accreditation (NBA), AICTE
  • Boards of Governors, Indian Institutes of Management (Ahmedabad, Calcutta, Kozhikode, Kashipur, Udaipur, Ranchi, Rohtak, Tiruchirappalli and Raipur)
  • Bureau of Indian Standards, New Delhi
  • National Productivity Council, New Delhi
  • Central Direct Taxes Advisory Committee

AIMA also brings to the Indian managers, the best management practices and techniques through numerous foreign collaborations with professional bodies and institutions. AIMA is a member of the Asian Association of Management Organisations (AAMO) and works closely with several international institutions like University of California - Berkeley, Samuel Curtis Johnson Graduate School of Management - Cornell University, The World Bank, St Gallen Foundation etc. in organising international conferences and management development programmes.

The AIMA case research centre is established after a lot of discussion, deliberation and research. The purpose of setting up of India case research centre at AIMA is primarily to focus on developing and publishing Industry based India-focused research cases.

A number of B-schools and Content Development Centres are publishing cases in India, but most of them have faltered midway and have not been successful in maintaining steady publication of high-quality cases acceptable for adoption in the industry as well as in the classrooms.

There are two major users of the management cases. While B-schools faculties are looking for relevant and high-quality cases, which meet the curriculum requirement and learning outcomes. The Industry being another major user of the case studies in their orientation programmes and MDPs, generally is looking for analytical cases based on best practices/ reasons of failure/ entry and survival strategies within the ambit of governmental policies. In both the situations, it is difficult to find the appropriate cases available among the current crop of publications or the access to such cases is limited to few or the cost implications are high.


  • Developing, publishing and distributing high-quality India-focused research cases for global consumption.
  • Creating an opportunity to convert business challenges into business cases.
  • Create a pool of effective case writers and editors.
  • Developing the largest repository of management cases in India.
  • Making quality cases accessible to management teacher at the majority of management institutes/universities/colleges/departments for day to day teaching purpose.
  • Create a virtual community of Institutions and organisation interested in the development of business and management cases.
  • Connecting faculties in various B- schools/ university departments, approved/ unapproved institutions, consultants and industry professional at the individual level to the virtual community for exchange of ideas and opportunity for mutual benefit and growth.
  • Connecting with student bodies for exchanging ideas on new learning pedagogy.

India Case Research Centre is a membership-based organisation

India case research centre is a membership based organisation . All the existing members of AIMA, over 3000 institutions and over 30,000 individual professionals are automatically members of ICRC.

All others have to apply of membership for ICRC.

Registration Form

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Advisory body

The Advisory Council

AIMA-India Case Research Centre (ICRC) is a volunteer board. The advisory council will consists of a group of prominent people associated with case writing, development, teaching, edition or providing case leads. These members are both from academia and industry. These members are the main brain behind the establishment and development of this case centre. They act as the ambassadors for the AIMA-ICRC. The success of AIMA-ICRC greatly depend on the directions, insight provided by advisory council.

The Advisory Council Members
Mr. T V Mohandas Pai

President AIMA


Manipal Global Education Services Pvt Ltd

Mr. Nikhil Sawhney

Vice Chairman & Managing Director

Triveni Turbine Ltd

Ms. Preetha Reddy

Executive Vice Chairperson

Apollo Hospitals Enterprise Ltd,Gurgaon

Prof. Rajan Saxena

Vice Chancellor

NMIMS (Deemed - to - be –University)

Mr. D Shivakumar

Chairman and CEO

PepsiCo India Holdings Pvt Ltd

Prof. J.K Mitra

Prof Rt. FMS

Delhi University

Mr. Dheeraj Sharma


IIM, Rohtak

Mr. Pulak Ghosh


Decision Sciences and Information Systems


Prof. Bala Krishnamoorthy

Associate - Dean & Professor (Strategy)


Prof. S Ramesh Kumar

Marketing Professor

IIMB Chair of Excellence, Bangalore

Prof. Pereira, Arun

Associate Professor of Management Education

Executive Director, Centre for Learning and Management Practice

Indian School of Business

Prof. Narayanan Jayanth

Associate Professor – Management & Organisation

NUS Business School

Currently Professor, IMD, Business School, Switzerland

Editorial team

Role of Editorial Board

The Editorial Board plays an important part in maintaining the quality of the cases published. The AIMA-ICRC editorial board members review the case leads, draft cases, provide guidance, direction and oversight on various sections of the case and teaching notes.

Editorial board members review is considered as the peer review of the manuscript. The detailed recommendations/suggestions provided by them help in improving the case and teaching note. The Editorial team validates the suitability of the manuscript for publication.

The editorial board consists of the Executive Editor (on rotation or invitation basis). All other members of the Editorial board are chosen by the advisory council members based on proven knowledge, competency in this area. The India Case Research Centre regularly invites seasoned case writers/ professors from various functional areas, with proven competence and experience to be part of the Editorial Team.

TThe Executive Editor along with the production and publication team collates the reviewer panel’s insight and comments on a manuscript and shares it with case writer (authors). Based on the reviewers’ recommendation and suggestion adhered by the author, the Editorial board accepts or rejects the final manuscripts. The case manuscript and the case packs are uploaded and published by India Case Research Centre after due diligence./p>

AIMA cordially welcome you as a member of the Editorial Board

Eligibility for becoming a member of the Editorial Board:
  • PhD / proven experience in the area of case writing/ case research in the management field.
  • Must have at least 10 years of experience in the specific area of management and applied field.
  • Must have published in the leading case journal, academic journal or case collection centre such as HBR, IVEY,Darden,HEC etc.

Responsibilities of the member of Editorial Board:
  • Editing and mentoring the cases submitted to AIMA case centre in your field of expertise and interest.
  • Promoting AIMA-ICRC in the areas of your professional influence and interest.
  • Sharing ideas and knowledge with AIMA-ICRC.

Our mission is to develop India centric cases.

If you agree with our effort, please email to the Chief editor at:

The major role of Editorial Board
  • Formulation of editorial policies and policies in regard to intellectual property/copyright etc.
  • Select the reviewer panel in each area.
  • Define Quality standards in operational terms.
  • Provide the structure of the case / layout.
  • Provide guidelines on writing style, Annexure, supplements (video, excel sheet) references, used in a case.
  • Provide input in developing a standard template for writing a teaching note. Teaching note would be the main tool for faculty using cases in class.
  • The Editorial team will give a detailed feedback and suggestions to case authors on the content, structure, depth, engaging, interesting, and useful of the case.
  • Suggest the inclusion in terms of case, timing in the present curriculum of management programmes or training.
  • Review video/web-enabled case studies.
  • Suggest changes to make India Case Research Centre Portal platform neutral.

Time Commitment from Editorial team Member
  • The Editorial board occasionally meets in person.
  • Most of Editorial Board Meetings are held in virtual space on the platform provided by AIMA.
  • The Editorial Board holds three or more meetings in a year.
  • The Sub Committee formed to mentor each case holds online meeting, teleconferences as and when required.
  • Each member is expected to guide one or two case editing in a year.
  • The Sub Committee holds face to face meeting as and when required.

It is our pleasure to announce the launch of the AIMA Case Journal. AIMA case journal cordially invites you to submit your case studies developed in various areas of management and having Indian orientation. Our endeavor is to significantly contribute to the academia and industry by enriching the educational/ training material that educators/ trainers can use for enhancing their instruction methods. The AIMA case ejournal aims to fill in the publication gap for case studies which are India centric, primarily written keeping in mind the Indian student/ executive profile. These case studies will provide innovative ideas, business (best) practices, professional dilemmas, and lessons learned from from the Indian corporates. Hence, cases are an invaluable source of knowledge for educators, professionals and researchers alike.

AIMA encourages fresh ideas and provides an opportunity to develop cases in lesser explored areas. Authors can contribute their case studies in following categories.

Case Categories

  • Organisational Behavior & Organisation Development
  • Marketing Managment
  • Human Resource Managment
  • Strategic Managment
  • Operations Managment
  • Managerial Economics
  • Financial Managment
  • Consumer Behavior
  • Brand Managment
  • Statistics For Managment
  • Marketing Research
  • Supply Chain Managment
  • Entrepreneurship & Startups / Innovations
  • Corporate Social Responsibility
  • Information Technology
  • E-Commerce
  • Accounting / Banking & Financial Services
  • Customer Relationship Managment
  • Advertising and Intergrated Marketing Communication
  • Business Analytics & Decision Sciences
  • Business Ethics
  • Digital Marketing
  • Healthcare Managment
  • Sales and Distribution Managment
  • Family Business
  • Media and Entertainment
  • Negotiation
  • Services Marketing

The AIMA - ICRC has a dedicated team of professionals taking care of pre- publication and publication activities. The team also takes the responsibility to further distribute the case worldwide.

Please write

The review committee consists of a group of subject matter experts associated with case writing, development, teaching, editing. These members are both from academia and industry. This committee looks into case study submitted from various aspects of potential, depth, application and reach of the case.

Review and Acceptance

The ICRC does not accept all submitted cases for publication. All the case studies undergo a rigorous process of review

  • All submitted cases will initially be reviewed on broad aspects on focus, application and India centric issues
  • All submitted cases will be subject to review for plagiarism.
  • The submitted case and teaching note will be peer reviewed by one or more member of the review committee Revisions may be requested to the case and teaching note on the coverage, focus, etc before being accepted for further editing.
  • When accepted for publication, all of the authors must execute a written agreement assigning the copyright exclusively to the AIMA - ICRC.

See our FAQs for more information on publishing cases with AIMA-ICRC.

Marketing and dissemination of cases world wide.

  • Case Workshop
  • Case Competition
Coming Soon ....


Cases have become indispensable for teaching in Management discipline as it helps the instructors in setting the context and bringing relevance to their discussion in a classroom environment. In fact presently one yardstick that measures the quality of teaching in B- Schools is the level of adoption of case based teaching methodology. To promote this in B- Schools in India, faculty members have been encouraged to develop a compendium of their own cases in respective courses which they offer to the class participants. But for some obvious limiting reasons; there are only a few, who have actually been able to do this. The majority of the faculty members in India rely on cases developed by others. And many a times they find that there is a dearth of good case study in Indian context as the cases they find have been written by foreign authors in some other countries’ context. B-Schools’ faculty members in India are thus seriously constrained by availability of good case studies in their own context.

More so with the globalisation of world economy, the centre of business gravity has moved from the developed economies of the west to the emerging economies of the east like that of India. The distinctive nature of companies’ strategies, managerial styles, human resource practices, use of information and corporate governance found in India is increasing in importance, not just for managers in India, but to managers world-wide. Cases set in the matured economic environments of developed countries are often not structured to address such business and managerial issues pertaining to the rapidly growing Indian Economy. Cases set in Western democracies cannot be used to teach the intricacies of doing business in the Indian business environment. Additionally, because case studies create a simulated environment in which students learn to frame problems and exercise judgement, the business context within which the case occurs is of extreme pedagogical importance.

Keeping this into consideration, AIMA is setting up ‘India Case Research Centre’ which would be a leading Case Research Centre in the world fully devoted to advancing Management Education through the development of India Centric Case Studies.

Brief on the Objectives of AIMA- India Case Research Centre

India Case Research Centre (ICRC) is being set up by AIMA. The objective of the AIMA - ICRC is to develop, publish and distribute research-based high-quality Indian cases for global consumption. These cases will be AIMA Intellectual Products.

The Centre aims to achieve its objective by training and developing a pool of competent case writers and editors. The vision is to create the largest repository of management cases based on the actual business practices in India.

The ICRC is all set to make good quality Indian cases accessible to both- the management fraternity in the industry as well as in B-Schools/universities for inculcating decision-making skills among managers and management students.

The Centre will also undertake the task of generating innovative ideas on new learning pedagogies by creating a virtual community of management institutions and organisations from industry. Bringing the academia and industry together will make management education more up-to- date and relevant to the need of industry.

1 St Capability Building Workshop On Case Writing In Collaboration With The Case Centre, UK

The AIMA-ICRC aims at developing the capability of case writers and editors in India. To achieve this objective, it was proposed to conduct a series of workshop to develop the potential case writers’ pool and coach them in the rigour of academic case writing process in collaboration with leading institutions in the world.

The AIMA Case Centre has collaborated with The Case Centre, UK to organize the first capability workshop scheduled from 9-11 August, in Delhi. The three-day case writing workshop will provide the insights, knowledge and skills needed to create highly effective cases. Prof. Urs Muller from ESMT European School of Management and Technology will be the tutor/ coach of the workshop. Around 20-25 participants are expected to be trained in this workshop. AIMA is inviting applications for the same till 25 th July.

The advisory board of India Case Research Centre

AIMA –ICRC will be guided by an advisory board.The advisory board will consist of a group of prominent people associated with case writing, development, teaching, editing or providing case leads. These members will be both from academia and industry. These members will be the main brain behind the establishment and development of this case centre. The board serves as a think tank, policy maker and “Conscience Keeper” of ICRC. Mr T V Mohandas Pai, SENIOR VICE PRESIDENT AIMA, Chairperson,Manipal Global Education Services Pvt Ltd. Prof Rajan Saxena, Vice Chancellor NMIMS, Ms. Preetha Reddy ,Executive Vice Chairperson Apollo Hospitals Group, Prof. Arun Pereira Executive Director, Centre for Learning and Management Practice Indian School of Business, Prof Pulak Ghosh- IIMB, Prof Jayanth Narayan IMD, Prof. Ramesh Kumar IIMB are some of the advisory board members.

AIMA –ICRC 1 st Capability Building Workshop on Case writing in collaboration with the Case Centre, UK, 9-11 August , 2017, New Delhi

The case-based teaching is an effective approach, to bring forth the business issues, challenges, and possible solution in the classroom and training sessions. Most of us appreciate this approach and practice it. Nevertheless, one of the major challenges we all face in this pedagogy is finding the relevant case as per our curriculum and participant profile. Case writing is an art of recreating/ contemplating business and real world issues and the science of entrenching the theories and concepts/models in the case.

About the Workshop

Any brilliant case lead or idea, requires proper nurturing and directions to grow into a piece of academic excellence which can be published and distributed at international level so as to bring recognition to the author and his/her institution. The three-day case writing workshop will provide the insights, knowledge and skills needed to create highly effective teaching cases. The tutor from The Case centre UK, will coach the participants on the nuances of effective case writing. The participants in this workshop will work individually, in small groups of 'critical friends', and as a class and prepare a draft case and teaching note.


  • Help participants to appreciate what makes a good case
  • Understand how to integrate cases in curriculum and teaching
  • Understand and appreciate the importance of good a teaching note.
  • The workshop will help academicians to write cases as per their curriculum and student need, develop teaching note based on course requirement.

The workshop will offer trainers in business/organisation an opportunity to develop their own material for employee development.

Report on 1st Capability Building Workshop on Case Writing

India Case Research Center (AIMA-ICRC) is being established to develop, publish and distribute India –focused research cases for global consumption. To achieve these objectives, the first workshop on Case Writing in collaboration with the Case Centre, UK was successfully organised- from 9-11th August in New Delhi, to identify and train faculty members/ researchers/ scholars who could write effective India centric cases for AIMA.

The workshop was conducted by Dr Urs Muller, Programme Director and Head of the Practice Group – Consumer Goods and Retail,’ European School of Management and Technology(ESMT), Germany. The workshop was attended by 17 scholars, including four from AIMA.

The three-day workshop provided rigorous training and in-depth insights about the case writing techniques with requisite knowledge and skill set of participants to write teaching, managerial and research cases.

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A very productive first morning of the Case Writing workshop at All India Management Association (AIMA) in New Delhi with our case writing workshop participants. Urs Mueller the faculty,has been putting them through their paces.


Day 2 of our case writing workshop is well underway at the All India Management Association (AIMA) with Urs Mueller Participants are enjoying leading sample cases as well as having a go at writing their own.


Our case writing workshop comes to a close at the All India Management Association (AIMA) today. Participants are pairing up and evaluating their cases. Hope you've all had a great few days with Urs Mueller and Kate Cook.