“The unwavering support of my family and the values I was taught have been the foundation of who I am today, nurturing not only my ambition to excel but also my desire to contribute positively to others.”
Known for her selfless persona, the Durban University of Technology (DUT) Lecturer in the Department of Marketing and Retail Management attributes her professional and academic success to her strong family values and humble beginnings. Dr Tessa Reddy graduated with a Doctor of Philosophy (PhD) in Management Sciences, specialising in Marketing at the 2025 Spring Graduation, held at the Olive Convention Centre in Durban on Friday, 19 September 2025.
Reddy, who comes from Chatsworth, said that growing up in her neighborhood’s environment instilled in her resilience, curiosity, and a strong work ethic that now propels her to excel in her academic and professional journey.
“Coming from a humble home, my childhood was shaped by strong family values, a deep appreciation for education, and a sense of community importance… My humble beginnings also inspire my commitment to mentoring and empowering students, as I believe in creating opportunities for others to rise and achieve their fullest potential,” she said.
Reddy is a true reflection of ‘DUT4LIFE’, having completed all her qualifications, from undergraduate to PhD at DUT, and then joined the institution as a lecturer, passing on the knowledge that had been instilled in her. She described her academic journey as ‘enriching and transformative’ and appreciated the resources provided by the university to assist students with their financial needs.
“Throughout this journey, I have benefited from the availability of excellent research resources and the supportive academic culture at DUT. Additionally, the support of external stakeholders, particularly the National Research Foundation (NRF) and BankSETA, played a pivotal role in enabling my research and further enhancing my academic experience,” said Dr Reddy.
She mentioned that despite many challenges, including striking a balance between professional and personal responsibilities, she is humbled, proud, and deeply fulfilled by achieving this milestone. She acknowledged the support she received on all fronts, including encouragement from her peers and colleagues, which pushed her to completion.
“This milestone represents years of dedication, discipline, and perseverance. Earning this degree was not only a personal achievement but also a testament to the support I have received along the way,” said Dr Reddy.
Speaking about her thesis and research interests, Dr Reddy said the research holds significant real-world implications for retailers, marketers, and policymakers in the country, considering the digital transformation that is reshaping consumer behaviour and business practices.
“The title of my thesis was Omnichannel Shopper Behaviour in the Emerging South African Fourth Industrial Revolution Environment. I pursued this study because it addressed a pressing gap in the literature on how consumers navigate and adapt to digital and physical retail spaces in a rapidly evolving technological landscape,” she said.
She added that her research interests span several interconnected areas within marketing, management, and higher education, as well as digital marketing, digital retailing, and graduate employability, which reflects her focus on the intersection of technology and education with market trends and workplace readiness.
“I am also interested in design thinking and project-based learning as innovative teaching methodologies, as well as marketing communication, corporate social responsibility (CSR), and Strategic Development Goals (SDGs). Collectively, these interests allow me to explore both the theoretical and practical dimensions of marketing, education, and social impact,” she added.
Dr Reddy expressed her gratitude to DUT for its role in shaping her academic and professional identity, thanks to its commitment to innovation, excellence, and community engagement. Guided by the belief that, ‘a life lived for others is a life worthwhile’ she is determined to achieve her future goals of engaging more in research and collaborative projects and establish herself as a Full Professor and thought leader in her field which will enable her to mentor the next generation of scholars and contribute to both academic excellence and practical solutions that address societal challenges.
Pictured: Dr Tessa Reddy
Photographer: S’bonelo Dlamini.
Thulasizwe Nkomo
