Patrali Chakrabarty

Patrali has pursued 9+ years of Kathak training under the Banaras Gharana. She was awarded the Bivakar Certificate and has finished the 6th year of the Ratna level, under the Bangiya Sangeet Parishad – affiliated to the Rabindra Bharati University, and recognized by the Govt. of Assam and Indira Kala Sangeet Vishwa Vidyalaya (M.P.). Her gurus Sri Arijit Mukherjee and Sri Biswanath Ghosh had initiated her to the realms of Kathak and Taal at a tender age of 7. Today, she often revisits her training from her gurus, to create her own bandish. Alter ego: Patrali has spent about 20years in Academia. Having completed her PhD from IIM Ahmedabad, she has served the field of Management teaching and research for 9+ years in schools like IIM Bangalore, Amrita School of Business, and IIM Udaipur. Now, she is revisiting her innate element – Dance, after a thorough soul searching during the 2020 lockdown.

Research Interests

• Cognitive Consumer Psychology
• Competitive Advertising Strategies in the Marketplace
• Noise in Advertising
• Cause Marketing

Conference Presentations

• Bidding Behavior: Impact of Recommendations (with Manaswini Bhalla and Sreelata Jonnalagedda). Presented in INFORMS Marketing Science Conference, Istanbul, 2013
• Tirupati, D., Banerjee, B., and Chakrabarty, P. (2009) "Assessment of the Optimal Decision on Advertising Format", Paper presented at the INFORMS Marketing Science Conference, held at Ross School of Business, Ann Arbor, MI, June 3-4, 2009
• Chakrabarty, P. (2009) "Impacts of Sequel Comparative Advertising on Consumers and Competitors", Paper presented at the IIMA Doctoral Colloquium 2009 held at IIM Ahmedabad during January 5-6, 2009.
• Banerjee, B., Chakravarty, S., Bandyopadhyay, T., and Chakrabarty, P. (2008) "An Enquiry into Consumer Behaviour to Assess Optimal Advertising Format" Paper presented at the International Conference on Experimental Economics 2008 held at Jadavpur University during December 29-30, 2008.
• Banerjee, B. and Chakrabarty, P. (2008) "Sequel Comparative Advertising – A Strategic Alliance toward Competitive Advantage". Paper presented at the SMS Special Conference, held during December 12-14, 2008 at Indian School of Business, Hyderabad, India.