He is Assistant Professor (Marketing) at Indian Institute of Management Calcutta. He is PhD from IIM Ahmedabad, B.Tech from IIT-BHU, and MBA from XLRI Jamshedpur. He has extensively worked in the industry in sales and marketing responsibilities in organizations such as Indian Oil Corporation, ExxonMobil, SRF Limited, and ICICI Bank. At IIM Calcutta, he teaches Marketing to Bottom of Pyramid, and consults to organizations such as Oil India Limited, Tata Metaliks, and UNFPA. He has published his work in reputed international journals such as, Marketing Theory, Journal of Business Ethics, International Journal of Human Resource Management, Industrial Marketing Management, and Journal of Information Technology.