Dr. Prasenjit Chakrabarty
Management Scholar · Digital Marketing Researcher · Independent Director

Dr. Prasenjit Chakrabarty, Ph.D., F.IoD

Assistant Professor of Management at Techno Main Salt Lake (MAKAUT-WB), Kolkata. Visiting Faculty at IMI Kolkata. Founder of Parallox Software Pvt. Ltd. I spent 25+ years running plants before I moved to the classroom. Now I study how digital marketing and AI change the way firms win customers.

Download CV (PDF) See publications Email me
25+ yrsIndustry leadership, 12 with full P&L
18+Research publications, 10 Scopus-indexed
13Conference talks and invited lectures
2,000MBA students taught

About

I started on the shop floor as a chemical engineer. Over two decades I led paint plants, breweries and a distillery for Berger Paints, United Breweries, Carlsberg and Beam Suntory. I rebuilt a fire-hit plant, rolled out SAP S/4HANA during the pandemic, and took a new brand from idea to shelf in record time.

Then I switched sides of the desk. Today I teach marketing research, business analytics and digital marketing. My doctoral work looks at digital marketing in the Indian Software-as-a-Service (SaaS) sector.

Digital marketing

SaaS growth, AIDA, marketing mix, LTV/CAC.

AI for business

Deep learning and XGBoost for subscription and churn prediction.

Consumer behaviour

OTT subscriptions, PLS-SEM, financial literacy.

Operations

Lean, TPM, Six Sigma, SAP PP/QM, plant automation.

Education

2022 – 2026

Ph.D. in Management

Dr. K. N. Modi University, Newai, Rajasthan

Thesis: “Digital Marketing: An Analytical Study of the Indian Software-as-a-Service (SaaS) Industry”

Coursework CGPA: 7.50 / 10 · stood 2nd in the batch

Full-time

PGDMS (Operations & Manufacturing)

S. P. Jain Institute of Management & Research (SPJIMR), Mumbai

CGPA: 4.2 / 5.0

1988 – 1992

B.E. Chemical Engineering

Jadavpur University, Kolkata

Result: First Class Honours, 76.5%

Certifications
  • IICA-certified Independent Director (Ministry of Corporate Affairs), Reg. IDDB-PA-202301-046208
  • Management Essentials – Harvard Business School Online (2019)
  • No-Code Machine Learning – Purdue University (with Simplilearn)
  • Marketing Analytics Professional – Meta
  • Project Management – Google
  • Certified Scrum Master
  • Lean Six Sigma Black Belt – Simplilearn
  • Master Trainer, PMFME – NIFTEM, Ministry of Food Processing Industries
  • Corporate Sustainability – Bocconi University; Sustainable Finance – Erasmus University Rotterdam
  • ISO 9000 & ISO 14000 Lead Auditor

Experience

  • Oct 2022 – present
    Assistant Professor of ManagementTechno Main Salt Lake (Techno India Group), Kolkata · affiliated to MAKAUT-WB. Teaches marketing analytics and operations management. Guided 18 industry-linked MBA projects. Chief Head Examiner, MAKAUT.
  • Current
    Visiting Faculty, EntrepreneurshipIMI Kolkata
  • 2020 – present
    Founder & CEOParallox Software Pvt. Ltd., Kolkata · recognised by Startup India. Analytics-led growth plans for SaaS and EdTech startups.
  • Mar 2019 – Nov 2020
    Plant Head / General ManagerBeam Suntory India. Product owner for the SAP S/4HANA PP and QM rollout, live on time. Core team took the Oaksmith brand from concept to market in about a third of the usual time.
  • Aug 2015 – Mar 2019
    Brewery Head / Plant Head (GM grade)Carlsberg India. Multi-plant operations with 800+ people.
  • Nov 2013 – Jul 2015
    General ManagerUnited Breweries Ltd., Ludhiana
  • Sep 2009 – Oct 2013
    General Manager (Works)Berger Paints India, Goa. Rebuilt the plant after a fire. It ran at double the output with a quarter of the manpower.
  • 1995 – 2009
    Early careerSales, operations and supply chain at Asian Paints, ICI India, Gujarat Guardian and Kansai Nerolac

Research

Journal articles (6)
  1. Chakrabarty, P., & Sinha, R. (2025). Investigating the effects of emerging technologies on AIDA and marketing mix in Indian digital marketing. Advances in Consumer Research, 4, 1227–1245. doi.org/10.61336/acr/25-04-05
  2. Chakrabarty, P., Das, D., Singhwal, N., Geetha, P., Parthasarathy, J., Biswas, S., Kumar, S., & Sudhin, S. (2025). Cross-disciplinary collaboration: Bridging management and computer engineering for innovation. Journal of Information Systems Engineering and Management, 10(3), 1764–1775.
  3. Chakrabarty, P., & Sinha, R. (2025). Digital marketing evolution and its societal impact on India’s software and allied industries. Academy of Marketing Studies Journal, 29(5).
  4. Chakrabarty, P., & Sinha, R. (2025). Exploring the digital marketing dynamics of MSME technology services companies in India. Journal of Information Systems Engineering and Management, 10(15s), 598–612. doi.org/10.52783/jisem.v10i15s.2498
  5. Chakrabarty, P., & Pandey, D. (2025). Decoding the marketing mix: A systematic review of its influence on consumer purchase decisions. Journal of Emerging Technologies and Innovative Research, 12(7), 325–333. doi.org/10.56975/jetir.v12i7.566920
  6. Chakrabarty, P., & Pandey, D. (2025). Stimulating sales through AIDA: A review of theoretical and empirical insights. International Journal of Creative Research Thoughts, 13(8), 1–7. doi.org/10.56975/ijcrt.v13i8.292060
Conference papers and book chapters (11)
  1. Chakrabarty, P., & Sinha, R. (2025). A hybrid deep learning and XGBoost framework for predicting OTT subscription timing based on user behavior analysis. 2025 IEEE 4th World Conference on Applied Intelligence and Computing (AIC). doi.org/10.1109/AIC66080.2025.11212176
  2. Chakrabarty, P., & Sinha, R. (2025). Predicting OTT subscription behavior using deep learning: A multi-class classification approach with feature engineering and class imbalance handling. 2025 International Conference on Engineering, Technology & Management (ICETM). doi.org/10.1109/ICETM63734.2025.11051787
  3. Kumari, M., Sinha, R., Chakrabarty, P., Bhardwaj, Y., Priya, S., & Gupta, S. (2024). Enhancing digital currency pricing with machine learning models. International Conference on Computing Communication and Networking Technologies (ICCCNT). IEEE.
  4. Chakrabarty, P., Hasnain, M. G., et al. (2024). Exploring machine learning’s impact on digital marketing. International Conference on Computing Communication and Networking Technologies (ICCCNT). IEEE.
  5. Maity, A., Chakrabarty, P., Pandi, O. D., & Das, P. (2025). How Indian SaaS firms win: A machine-learning view on LTV/CAC. In Lecture Notes in Networks and Systems, Vol. 1863: Artificial Intelligence: Theory and Applications. Springer. doi.org/10.1007/978-3-032-19182-3_33
  6. Sinha, R., Gupta, S., & Chakrabarty, P. (2025). An analysis of rising security and privacy with technological advancement. In Future Power Network and Smart Energy Systems (FPNSES 2023). Springer. doi.org/10.1007/978-981-95-0473-2_28
  7. Chakrabarty, P., & Sinha, R. (2025). Predicting the effectiveness of B2B marketing strategies using deep learning: A multi-target regression and classification approach. ICDSA 2025. Springer. doi.org/10.1007/978-3-032-10753-4_2
  8. Kumari, M., Chakrabarty, P., Sinha, R., Hasnain, M. G., Qamar, N., & Kavita, S. (2025). Data-driven strategies in digital marketing: Evaluating performance metrics in the Indian market. In Proceedings of the International Conference on Paradigms of Communication, Computing and Data Analytics. Springer. doi.org/10.1007/978-981-96-6847-2_5
  9. Sinha, R., Kumari, M., Rallan, R., Chakrabarty, P., Hasnain, M. G., & Qamar, N. (2025). Comparative analysis of Indian legal text documents using large language models. In Fifth Congress on Intelligent Systems (CIS 2024), LNNS vol. 1276. Springer. doi.org/10.1007/978-981-96-2697-7_24
  10. Chakrabarty, P., & Sinha, R. (2025). AI-powered digital marketing: The future of personalized experiences. In Proceedings of the 3rd International Conference on Futuristic Technology (INCOFT 2025), Vol. 3, 206–213. SCITEPRESS. doi.org/10.5220/0013612200004664
  11. Sinha, R., Kumari, M., Chakrabarty, P., Hasnain, M. G., Qamar, N., & Jha, N. (2025). Building a robust labor market network: Leveraging machine learning for enhanced workforce insights. In Congress on Smart Computing Technologies (CSCT 2024), Smart Innovation, Systems and Technologies. Springer. doi.org/10.1007/978-981-96-6254-8_11
Conference presentations and invited talks (13)
  1. Optimising the subscription ecosystem: The MAP-T framework for reducing friction and driving conversion. 2nd IIM Nagpur Case & Research Conference, IIM Nagpur, 7 Feb 2026.
  2. Marketing mix – AIDA – Purchase: PLS-SEM evidence from India’s OTT market. 19th ISDSI Global Conference, IMI Kolkata, 26 Dec 2025.
  3. Autoencoder-based feature extraction and hybrid neural classification for optimizing digital marketing performance. IJCACI 2025, Bangalore, 23 Aug 2025.
  4. How Indian SaaS firms win: A machine learning view on LTV/CAC. AITA 2025, IBS Bangalore, 1 Aug 2025.
  5. A hybrid deep learning and XGBoost framework for predicting OTT subscription timing. 4th IEEE AIC 2025, IETE Delhi Centre, 26 Jul 2025.
  6. Predicting the effectiveness of B2B marketing strategies using deep learning. ICDSA 2025, MNIT Jaipur, 15 Jul 2025.
  7. Predicting OTT subscription behavior using deep learning. ICETM 2025, Fairleigh Dickinson University, USA, 13 May 2025.
  8. AI-powered digital marketing: The future of personalized experiences. INCOFT 2025, 22 Feb 2025.
  9. Digital marketing evolution and its societal impact on India’s software and allied industries. IIM Sambalpur, 1 Feb 2025.
  10. Exploring the digital marketing dynamics of MSME technology services companies in India. IFERP, Cebu, Philippines, 25 Jan 2025.
  11. Investigating the effects of emerging technologies on AIDA and marketing mix in Indian digital marketing. IIM Shillong, 24 Jan 2025.
  12. Digital marketing evolution amid society challenges in Indian SaaS companies. ICMS 2025, MICA, 8 Jan 2025.
  13. Artificial intelligence: The next frontier of research. Invited lecture, S.P. College, Dumka, Jharkhand, 22 Aug 2023.

Recognition and service

Intellectual property

  • Indian copyright LD-2025/0174335 – “Digital Marketing: An Analytical Study of the Indian SaaS Industry” (with Dr. Raj Sinha)
  • Australian design registration 202416295 – “Smart Processing Device for Search Engine Optimization”, registered 25 Oct 2024

Awards

  • “Yatte Minahare” award, Suntory Japan (2019)
  • Best Paper Award, ICMS, MICA
  • Special Mention, ISDSI Global Conference 2025
  • Lifetime Fellow, Institute of Directors (F.IoD)

Peer review

  • Journal of Retailing and Consumer Services (Elsevier)
  • Electronic Commerce Research (Springer)
  • Int. J. of Electronic Marketing and Retailing (Inderscience)
  • South Asian Journal of Social Studies and Economics

Academic service, 2026

  • Plenary keynote, ICEESSH 2026 (Seoul, virtual)
  • Session chair, ICMDRSE 2026 (Kuala Lumpur)
  • Programme committee: ITAI 2026, PEIS 2026, CVR 2026
  • Chief Head Examiner, MAKAUT-WB

Contact

For research collaboration, guest lectures, board roles or consulting, write to me.

me@prasenjitc.com LinkedIn Google Scholar ORCID Facebook X (@newton0206)