Her primary areas of research are: Sustainable consumption, online brand equity and consumer behavior, retail & consumer behavior, services marketing and e-business productivity. Her PhD work made empirical investigations into consumer attitudes in retail out-of-stock situations. Subsequently, research in following areas were undertaken:

1.     Sustainable consumption attitudes and behavior in children 

2.     Online brand equity, it's sources and antecedents to sources  

3.     Information and Communication Technology (ICT) and business productivity in SMEs.

4.     ICT and it's impact on micro-enterprises: retail and small dairy farmers 

She has guided two full time PhD scholars in above mentioned areas. Her work also involves mentoring off-campus &  on-campus PhD students in the capacity of their Doctoral Advisory Committee (DAC). Additionally, she is also a member of the Doctoral Research Committee at Department level. 

Dr. Rani has been an Ad Hoc reviewer for Asia Pacific Journal of Marketing and Logistics since 2007 & on the Editorial board of Journal of Information Technology Case and Application Research.

1. Development and Validation of a Model for Mobile Format in Beverage Retailing (running as a successful venture now, under Brand name “Juice Up”)

2.     Increasing the Quality of Online Presence through Interactivity

3.     Impact of Consumers’ Demographic Factors on their Reactions to Out-of-stock in Retail.

4.     Development and validation of a model for community based sharing of resources.

5.     Examining the Acceptance of Technology Based Banking.

1. Shelf Space Management in Organized Retailing.
2. Development and validation of an e-commerce model for group buying.
3. Retail Issues and Challenges for Organized Retail in Pilani
4. Role of ICTs in Micro enterprises
5. Cross Sector Analysis of Taxation & Legal Environment in Indian Retail sector
6. Development and validation of e-business model for NGO Nirmaan
7. Investigating Stakeholder relationship in models for sustainable consumption (Construction Sector)
8. Impact of Trade Liberalization on Employment in India
9. SWOT and motivation analysis for studying offline vs. offline studies at University level: Review of literature