Jagan Institute of Management Studies (JIMS), Rohini organized a session on “Ethics in Marketing” for PGDM–Retail Management (Batch 2025–27) students on 2nd September 2025. The session was conducted by
Mr. Rajeev Bhatia, Marketing Advisor, Professor of Practice, and Ex-CMO at Relaxo Footwears Ltd.
Mr. Bhatia initiated the session with an interactive discussion, encouraging students to share their perspectives on What is Marketing and What are Ethics. He emphasized that marketing is about creating and delivering value to customers, while ethics ensures fairness, honesty, and responsibility in business practices.
He further shed light on the convergence of ethical and sustainable marketing, introducing the 5Rs – Reduce, Repair, Reuse, Recycle, and Reimagine. Through real-life examples such as Patagonia’s sustainability initiatives, the Nestlé Maggi controversy, and Kolhapuris vs Prada, students gained practical insights into how ethics influence branding, consumer trust, and long-term success.
Key Takeaways:
- Sustainable marketing as a subset of ethical marketing.
- Principles of ethical marketing: fairness, honesty, transparency, empathy, legality, health & safety, and personal behaviour.
- Integration of ethics into the 4Ps of Marketing – product quality, fair pricing, honest promotions, and ethical supply chains.
- Long-term impacts: customer loyalty, brand equity, credibility, and cultural richness.
- Insights from Mr. Bhatia’s professional journey at Relaxo, showcasing ethics as a foundation for success.
The session concluded with an engaging Q&A, reinforcing that ethical marketing is not a short-term tactic but a long-term investment in trust and sustainability.