• Ph.D-Banaras Hindu University, 2000
• MBA- Purvanchal University, 1991-93
• M.COM- Purvanchal University, 1989-91
• B.COM- Delhi University, 1986-1989 

Pinaki Dasgupta is Professor of Marketing at IMI, New Delhi. Prior to IMI, he was with the Indian Institute of Foreign Trade as Associate Professor in the Marketing area. Pinaki, spent nearly 7-8 years in the advertising industry before entering the academic world. His stint at Rediffusion DY&R and Mudra between 1993 to 1998, were quite significant and shaped a large part of his later years in academic world. He handled clients like Airtel, Canon Cameras, UP Tourism, Taj Group of Hotels, and Andrew Yule during his years in advertising. Pinaki was involved in the pre launch and launch of Airtel Cellular Phone services in Delhi. Between 1994-1998, he actively serviced the client and remained a key account personnel for Brand Airtel from Rediffusion.

After his stint in advertising, Pinaki joined IIFT in 2000 as Assistant Professor. This was also the time, he finished his PhD from the Banaras Hindu University. At IIFT he started with teaching and research in the marketing area. Later in his cumulative years, he went on to proactively develop himself in the area of Trade Marketing and International Business too. Till today, these two remain his key research area. His projects at IIFT which were ministry sponsored or multilateral institution sponsored, were all in the area of International Business and a fair bit of Trade Marketing.

He worked specifically in the area of Market Entry Strategy, Country-Market-Product Mapping and Potential Analysis, Competitiveness Mapping of Countries and Products, Global Value Chain Analysis, Export Marketing Framework for Countries, Products and Regions. However, his marketing orientation stayed firmly in place and with interests in consumer behaviour, brand and marketing communication, they integrated quite well with the current framework of research.

He continues to work in this area (teaching, research and consulting) and at IMI has now taken up the area of Digital Marketing, with which he is keenly associated for quite some time now.

Refereed Publication 

Dasgupta, Pinaki and Dash, Sampada Kumar, 2023. “Private Sector Participation and Commitment to SDGs.” T20 Policy Brief, May 18, 2023.

Dasgupta, Pinaki , Aishwarya Banerjee, Rajiv Gusain, Utsavi Saxena, and Kumar Kartik Jain. "Sentiment Analysis for Car Buying in a Post-COVID World." Global Business Review (2022): 09721509221106831.

Dasgupta, Pinaki and Deb, Arnab. (2022) Service Pricing challenges on Shared Platform: Uber India versus Didi Chuxing. The Management and Marketing Journal, Universitaria Press Craiova. DOI: 10.52846/MNMK.20.1.02. 

Ghai, Sneha, Pinaki Dasgupta, and Ashok Sharma. "Is eating organic a healthy or safer option? Health claims for organic food consumption, food quality and safety–a systematic review." Indian Journal of Community Health 29, no. 4 (2017): 340-349.

Chakrabarty, Subhajit, Biswajit Nag, & Pinaki Dasgupta, and Siddhartha K. Rastogi. "Determinants and relationships in sectoral trade: A bilateral model for knitwear clothing." Thunderbird International Business Review 58, no. 6 (2016): 565-574.

Mathew, Jones and  Pinaki, Dasgupta "Conceptual Construct of the relationship between Antecedents and Consequneces of Need for Uniqueness (NFU) and it's impact on adoloscence consumer decision making process", Journal of Marketing and Communication, 10(1), 35-43.

Gupta, Anupama, and Pinaki Dasgupta. "Association Between sourcing issues and logistics performance variables in apparel exports: an empirical analysis of sourcing intermediaries." Global Business Transcendence: International Perspectives Across Developed and Emerging Economies (2014): 80-103.

Dasgupta, Pinaki. "Evaluation of Revenue Model for Social Networking Sites and Implications." Journal of Marketing & Communication 9, no. 2 (2013).

Walia Sharma, Ruppal, and Dasgupta, Pinaki. “Impact of Communication Cues on Brand Attitude, and Association with Brand, Across Different Age Groups'' Journal of Marketing Trends, 1(6).

Walia Sharma, Ruppal, and Dasgupta, Pinaki. "Marketing to children: a planning framework." Young consumers 10, no. 3 (2009): 180-187.

Kakiziba, Gosbert M., and Dasgupta, Pinaki.  "Marketing Communications: How Strategic Advertising Enhances Good Customer Relations and Assures Brand Loyalty–The Case of Celtel, Tanzania." KCA Journal of Business Management 1, no. 1 (2008).

 

Working Papers

Dasgupta, Pinaki and Deb, Arnab. (2021) Service Pricing Challenges on Shared Platform: Uber India vs Didi Chuxing. Available at SSRN: https://ssrn.com/abstract

Gupta, Anupama and Dasgupta, Pinaki. (2012) “Association between Sourcing Issues and Logistics Performance Variables in Apparel Exports: An Empirical analysis of Sourcing Intermediaries, IIFT Working Paper Series-W.P.No. LD-12-15, October 2012

Dasgupta, Pinaki (2011), “Implications of Revenue Model for Social Networking Sites and Beyond, IIFT Working Paper Series, No. MA-11-08, Sep 2011  

Books and Chapters

• Hoyer, D. Wayne, Macinnis, J., Deborah and Dasgupta, Pinaki. (2008). Consumer Behavior; (4^th Ed). Biztantra Publishing (Wiley)
• Dasgupta, Pinaki 2023. Entrepreneurship in Two Bengals: Lost in Transition. In: Banik, A., Barai, M.K. (eds) Two Bengals. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-99-2185-0_8
• Dasgupta, Pinaki . 2023. Defining Bengali Cuisine: The Culinary Difference Between West Bengal and Bangladesh. In: Banik, A., Barai, M.K. (eds) Two Bengals. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-99-2185-0_11 
• DasGupta, Pinaki, Dash, S.K. (2023). Global Health and Public Policy Imperatives in the Post-pandemic Times: A Study on the Pharmaceutical Industry from the Global South and Global North. In: Rajagopal, Behl, R. (eds) Paradigm Shift in Business. Palgrave Studies in Democracy, Innovation, and Entrepreneurship for Growth. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-40439-9_21

Edited Books

• Gupta, Anupama and Dasgupta, Pinaki. (2015). Association between Sourcing Issues and Logistics Performance Variables in Apparel Exports: An Empirical Analysis of Sourcing Intermediaries (Ed). Global Business Transcendence- International Perspective Across Developed and Emerging Economies. Spirnger Series in Supply Chain Management. DOI: https://doi.org/10.1057/9781137412591
• दासगुप्ता, पिनाकी. (2005). अंतर्राष्ट्रीय व्यवसाय - एक पुनराओ लोकन (Ed). अंतर्राष्ट्रीय व्यापार- अवधारणा, नितिया एवं प्रक्रिया. भारतीय विदेश व्यापार       संस्थान (pp: 3-7)

Case

• Dasgupta, Pinaki, Gupta, Anupama and Nag, Biswajit (2017) "Is India losing the competitiveness or competition in Apparel Export", The Case Centre
• Dasgupta, Pinaki, Nandy, Subarna and Dubey, Richa (2017) "Vani and Amita's Decision Dilemma" The Case Centre
• Mathew Jones and Dasgupta, Pinaki (2015), "The Vanca: Dilemmas of an E-Commerce Entreprenuerial Startup", Ivey Publishing- Ivey School of Business 
• Dasgupta, Pinaki and Mathew, Jones (2012),"Social Media Marketing at Reebok India- The dilemma of ROMI and beyond" - EMERALD EMERGING MARKETS CASE STUDIES, VOL. 2 NO. 8 2012, pp. 1-19
• Dasgupta, Pinaki. (2007) "Airtel: The Economics of Marketing": Aditya Vikram Birla Centre, London Business School, 2007

Occasional Paper

• India-Italy: Directions in FDI inflows and its impact on the future of trade between two countries: Debdeep De, Alberto Onnetti, Pinaki Dasgupta and Massimo Cortili, Cresit Centre, Insubria University, Sponsored by PWC-Italy, December 2010

Research (Sponsored)

1. Identification of Policy Gaps and Possible Interventions in Implementation of PM Fasal Bima Yojana in Odisha: ICSSR (October 2023-March 2024)
2. Life and Livelihoods of Stakeholders due to closure of unorganized slaughterhouse in Uttar Pradesh: An impact analysis from social, economic and policy perspective: ICSSR (March 2023-Feb 2025)
3. UN-SDG GOALS & INDIAN CORPORATES: STUDY OF ALIGNMENT OF CORPORATE ACTIVITIES WITH 2030 AGENDA: Ministry of Corporate Affairs, GoI (Sept 2022-May 2023) 
4. A Tale of North-South IPR Conflicts and Cooperation: Exploring the interplay of Market Structure, FDI, Imitation, Innovation and IPRs in the Pharma Industry in India and Canada: (A Joint Research using evidence from India and Canada)- SICRG (June 2020-July 2022)
5. Mapping Industry Value Chain for Languishing Handicraft Products - A Study in West Bengal Rural hinterland- Grant in Aid- IMI, New Delhi (October 2017-March 2018) 
6. Potential of India-ECOWAS Trade and Economic Cooperation: A project of the Ministry of Commerce, Goverment of India (June-July 2013)
7. Review of the Export Promotion Council: Audit of the 17 Export Promotion Councils (EPC) and revisit mandate of the EPC’s for possible revisions in light of the changing business environment and India’s Foreign Trade Policy. A project of the Ministry of Commerce, (April-October 2009)
8. Technology Branding in SME’s: For the DSIT on behalf of CITT: (October 2007-August 2008)
9. Terminal Evaluation of the export promotion schemes of the Development Commissioner(Handicraft), Ministry of Textiles, (May 2006-February 2007)
10. Marketing Audit of the India International Trade Fair-2003 (IITF), a study sponsored by the India Trade Promotion Organisation (ITPO). (November 2003-April 2004)
11. Mid term Evaluation of the export promotion schemes for the Development Commissioner(Handicraft), Ministry of Textiles. (May 2003-March 2004)
12. Marketing Audit of the India International Trade Fair-2002 (IITF), a study sponsored by the India Trade Promotion Organisation (ITPO). The study involved auditing of IITF 2002 and based on primary study suggestions for improvement in future IITF. (November 2002-March 2003)
13. Study on the Management Education Patterns in the Indian Ocean Rim (IOR) countries as a part of the project sponsored by the IORAG, a study which involved studying management education patterns in the 19 IOR countires, namely Australia, Bangladesh, Indonesia, India, Iran, Kenya, Madagascar, Malaysia, Mauritius, Mozambique, Oman, Seychelles, Singapore, South Africa, Sri Lanka, Tanzania, Thailand, UAE and Yemen. (January-March 2002)
14. Study on the Establishment of Warehousing Facilities in Southern Africa: A study sponsored by the Ministry of Commerce (MOC), which involved feasibility study for a proposed warehouse to be set up by the MOC in Durban, Johannesburg or Windhoek. The project involved field visits in the destination countries namely Durban, Johannesburg and Windhoek (Namibia) and in-country desk research and field study in New Delhi and Mumbai. (January-December 2001)
15. Study on the Export Potential of Table Egg in Dubai and Kuwait: A NECC/MOC sponsored project, which involved field visits to the cities of Dubai and Kuwait to assess the export potential of Table egg. The study also involved in-country research in the egg-exporting belts of Hyderabad and Pune to assess the domestic scenario.(July-December 2000)  

Research Projects (Consulting)

1. Brand Promotion of Indian Brands in Footwear and Leather Sector Sub-scheme of Indian Footwear and Leather Development Programme (IFLDP): Indian Institute of Foreign Trade, New Delhi, Jan 2023-Dec2026
2. Mapping Industry Value Chain for Languishing Handicraft Products - A Study in West Bengal Rural hinterland- Grant in Aid- IMI, New Delhi (July 2017-18)
3. Ease of Doing Business between India and Pakistan: A Case of Select Imports to India: CII and BHC, Nov 2014-April 2015
4. Understanding purchase behavior of Food Products in Chennai-B&M Hot Breads, May 2014
5. Understanding Beer Consumption Behaviour in Tanzania-An Analysis of Nature of consumption, Changing perception towards brands & Product attributes, Consumer Segmentation and Price Sensitivity- March 2014
6. Integrating IT strategies in Business Strategies- A Sectoral study for Fujitsu Research Institute, January 2014
7. India-Japan CEPA- Firm Specific Collaborations and Strategic Options- ICRIER- January 2013
8. Market Potential Study for Cutting Tools for JK Tools and Files, December 2011-April 2012
9. “Bilateral Investment Flows & Potential Opportunities in Select South Asian Countries” for IFC (World Bank), June-August 2011
10. Fimotech: India-Italy-FDI Strategies: Assessing Green Field Investments and the process of firm Internationalization Strategy, (May 2008- June 2011)
11. Market Potential Study for hand tools for JK Tools and Files, October 2011
12. Apparel Export Promotion Council: Product Development and Marketing strategy framework for 7 select products of AEPC (August 2010-February 2011)
13. Diageo Africa: Market Segmentation and Positioning strategy for the Wine and Spirits Market in Tanzania (July 2010) 
14. Serengeti Breweries Limited: Market Segmentation and Positioning strategy for the Beverage (Beer) Market in Tanzania (February-August 2009)
15. Trade Networking Among Cooperatives: Structural Options for International Cooperative Alliance (ICA)- Geneva. A proposed organizational structure for the regional ICA liaison office to be set up in India, preliminary discussion of which was held in Teheran. (October 2006 and July 2007)

Pinaki Dasgupta and Sampada Kumar Dash. 2022. “Global Health and Public Policy Imperatives in the Post-Pandemic Times: A Study on the Pharmaceutical Industry from the Global South and Global North." Presentation at the 8th Global Business Environment (GBE) International Conference on “Paradigm Shift in Business through Agile Practices,” IMI Bhubaneswar and EGADE Business School Mexico City, December 09-10, 2022.

Pinaki Dasgupta, Rahul Bhatnagar, and Sampada Kumar Dash. 2022. “Livelihood and Livings Standards of Rural Household in Emerging Economies: Evidence from the Rural Clusters of India.” Presentation at the 3rd International Conclave on Globalizing Indian Thoughts - GIT 2022, Indian Institute of Management Kozhikode, Kerala, India, December 01-03, 2022.

Pinaki Dasgupta, Sampada Kumar Dash, PVK Sasidhar, and Arindam Banik. 2022. “Social Protection System at the uncertain time; A retrospective study on social protection measures during COVID 19 Pandemic in an emerging economy like India.” Presentation at the 2nd International Conference of Development Studies (ICDS). Rethinking the future of Development studies: Lessons from Teaching, Research and Practice; Social Protection System at the uncertain time; IDS: UDSM (in collaboration with Tanzania Development Studies Association (TDSA), December, 01-02, 2022.

Pinaki Dasgupta, and Sampada Kumar Dash. 2022. “Multi-Stakeholder Partnerships and United Nations Sustainable Development Goals - 2030 Agenda in the post-pandemic times: an emerging market case study on the Indian Pharmaceutical Industry.” Presentation at the 6th International Conference of Marketing, Strategy and Policy (MSP), Newcastle University,  November 09-11, 2022.

Pinaki Dasgupta, and Sampada Kumar Dash. 2022. “Non Tariff Measures (NTMs) and Sustainable Development Goals 2030 (SDG-2030) Agenda – an emerging market case study of the Indian pharmaceutical and healthcare industry in the post-pandemic times.” Presentation at the 10^th Annual International Conference on Sustainable Development (ICSD), September 19 - 20, 2022.

Pinaki Dasgupta, Sampada Kumar Dash and PVK Sasidhar. 2022. “Social Partnership with Multinational Enterprises (MNEs), and Micro, Small and Medium Enterprises (MSMEs) in post-COVID times in an emerging economy – Integrating volunteering and social entrepreneurship as newer strategic healthcare model to achieve Sustainable Development Goals (SDGs).” Presentation at the New Business Model (NBM) Conference - Sustainable Business Model Challenges: Economic Recovery and Digital Transformation, LUMSA University, Rome, June 23-24, 2022.

Pinaki Dasgupta, and Sampada Kumar Dash. 2022. “Global Value Chain to Regional Value Chain in Post Pandemic Times: a Case based Analysis from the Vaccines Value Chain from India”. Presentation at the American Marketing Academy (AMA) Global Marketing Special Interest Groups Conference, Crete (Greece), June 01-02, 2022.

Pinaki Dasgupta, and Sampada Kumar Dash. 2021. “Global Value Chain to Regional Value Chain: The New World Order”, Presentation at the International hybrid workshop ’Global Value Chains and Multinational Corporations – how do they relate?, EADI Working Group ‘Multinational corporations’; Institute of World Economics, KRTK, Hungary and Centre of Excellence ‘Future Value Chains’ of the Budapest Business School, University of Applied Sciences, Budapest, Hungary. December 09-10, 2021.

Pinaki Dasgupta and Mrinmoy Majumder. 2021. “Intersectionality of Gender, Ecology and Politics: A conceptual analysis of the hindi film Sherni.” Presentation at the 2nd International Conference of Globalising Indian Thoughts, IIM Kozikode, December 16-18, 2021.

Pinaki Dasgupta. 2021. “Roadmap for revival of the informal enterprise in a post Pandemic world.” Presentation at the Social Business Academia Conference, Nairobi, Kenya, November 5-6, 2021.

Pinaki Dasgupta, Richa Dubey and Subarna Nandy. 2018. “Exploring the combined effect of shopping values and website atmospherics on online shopping behavior - the moderating role of perceived risk”, Presentation at the 17th International Marketing Trends Conference, ESCP-Paris, January 18-20, 2018.

Pinaki Dasgupta, and Arnab Deb. 2017. “A comparative study of the Handicraft Sector between India and China.” Presentation at the 4th Sino India Relations: Nexus of Trade, Economic Development and Poverty Reduction, Chegdu-China, September 20-21, 2017.

Pinaki Dasgupta and Sriparna Basu. 2015. “A conceptual framework to evaluate issues and challenges for MNE's during M&A.” Presentation at the 4th AIB SE Conference, Savannah-Georgia, November 12-14, 2015.

Pinaki Dasgupta. 2015. “A study on Sino-Indian cooperation during building of BCIM Economic Corridor.” Presentation at the 2^nd Sino India Relations: Change and Development”, Chengdu, Sichuan-China, October 26-27, 2015.

Pinaki Dasgupta, Anupama Gupta and Mridula S Mishra. 2015. “Inland Transportation and Lead Time of Apparel Exports”, Presentation at the 10^th  HICL Annual Conference, Hamburg, Germany, September 24-25, 2015.

Pinaki Dasgupta, Anupama Gupta and Mridula S Mishra. 2015. “ Effect of Outbound Logistics Activities on Delivery Lead Time of Apparel Export Supply Chain.” Presentation at the AIB 2015 Annual Meeting, Bangalore,  June 27- 30, 2015.

Pinaki Dasgupta, Anupama Gupta and Mridula S Mishra. 2014. “Issues and Challenges of Outbound Logistics activities affecting delivery lead time of Indian Apparel Exports: An Empirical Analysis of Logistics Service Providers.” Presentation at the 3^rd AIB-SE Annual Conference, Miami, Florida, October 23-25, 2014”.

Pinaki Dasgupta, Subhajit Chakrabarty, and Biswajit Nag. 2013. “ Determinants and Relationships in Sectoral Trade – a Bilateral Model for Knitwear Clothing.” Presentation at the 3rd IAM Conference-IIM Ahmedabad, December 12-14, 2013.

Pinaki Dasgupta, and Jones Mathew. 2012. “Market Mavenism and Consumer Need for Uniqueness: Marketing Implications on Brand Advocacy and Innovation Adoption in India.” Presentation at the 1^st International Conference in Marketing, IIM Lucknow, January 12-14, 2012.

Pinaki Dasgupta, and Biswajit Nag. 2012. “Empirical Measurement of Return on Marketing Investment (ROMI): A Heuristic Approach.” Presentation at the Audience Measurement Plus 7.0, Advertising Research Foundation, New York, June 27-28 , 2012.

Pinaki Dasgupta, and Anupama Gupta. 2012. “Association between Sourcing Issues and Logistics Performance Variables in Apparel Exports: An Empirical Analysis of Sourcing Intermediaries.” Presentation at the 1^st International Conference on Management in the New World Order, IIM-Ranchi. August 13-14, 2012.

Pinaki Dasgupta, and Jones Mathew. 2012. “Market Mavenism and Consumer Need for Uniqueness: Marketing implications for Brand Advocacy and Innovation Adoption in a Socially Networked World.” Presentation at the Sixth Great Lakes-NASMEI Marketing Conference, Great Lakes Institute of Management, Chennai, December 29-30, 2012.

Pinaki Dasgupta, and Debdeep De. 2011. “Changing facets of FDI and conceptual issues in Internationalisation.” Presentation at the 12^th  International Conference of the Society of Global Business and Economic Development, Singapore, SMU (Lee Kong Chian School of Business), July 21-23, 2011.

Pinaki Dasgupta, and Rupal Walia Sharma. 2010. “Impact of communication cues on brand associations and attitudes across different age groups: an experimental analysis.” Presentation at the 9th International Marketing Trends Congress, Venice, January 21-23, 2010.

Pinaki Dasgupta, and Vineet Gupta. 2010. “Global Managers adjustments to Indian Culture.” Presentation at the 1^st International Conference on HR- IES Management College and Research Centre at Mumbai. January 06, 2010.

Pinaki Dasgupta, and Saikat Banerjee. 2009. “Branding in Small and Medium Enterprises: A Conceptual Model to Manage Branding Initiatives.” Presentation at the 11^th  International Conference of the Society of Global Business and Economic Development, Slovakia, May 27-30, 2009.

Pinaki Dasgupta, Jitarani Udgata and Ruppal Walia Sharma. 2009. “Country of Origin: A Branding Approach- The Story of the Indian Tiger Prawn.” Presentation at the 11^th  INBUSH Marketing Conference, February 25 -27, 2009. 

Pinaki Dasgupta and Manoj Johri. 2007. “Emergence of modern retail format and its impact on consumer buying behavior.” Presentation at the 1^st  NASMEI International Marketing conference, Great Lakes Institute of Management-Chennai, December 21-22, 2007.

Pinaki Dasgupta and R Ghosh. 2007. “Conference on Advertising Impact factor in media planning, BITS-MESRA Ranchi, August 2007.”

Pinaki Dasgupta, Ajai S. Gaur, and Sanjaya S Gaur. 2002. “Branding in the Pharmaceutical Industry: An Empirical Study on the Industry Situation Analysis and Implications for Domestic Brands in Export Markets.” Presentation at the Marketing of Technology Oriented Products and Services in the Global Environment, IIM Bangalore, December 27-28, 2002.

Teaching Interest:

• Digital Marketing, Marketing Analytics and Rural Marketing

Research interests:

• Functional Area: Marketing Strategy, Consumer Behaviour, International Business,  Country-Market Competitiveness
• Domain Area: Technology (Start-ups) (Auto Component, Textiles), Wine & Spirits, Beer, Handicrafts, SME (Start-ups), Telecom and Pharmaceuticals
• Country market focus: India, Africa (Tanzania, Kenya, Rwanda, Uganda, particularly)