Faculty
Mr. Arkarag Chaudhuri
Assistant Professor
Alliance School of Business
Arkarag Chaudhuri is an Assistant Professor of Marketing at Alliance University, bringing over a decade of industry and academic experience at the intersection of digital transformation, consumer behavior, and brand strategy. His academic and professional journey is shaped by a deep interest in how immersive technologies and digital platforms redefine customer engagement and brand perception.
Before entering academia, Prof. Chaudhuri worked with one of the Big Four consulting firms, where he advised Fortune 500 companies on globalization strategy, digital innovation, and customer experience design. His thought leadership in these areas has been featured in multiple industry reports and policy documents.
He is currently pursuing his doctorate, focusing on virtual customer experience and its impact on brand attitudes. His research investigates how immersive technologies such as AR/VR/XR are influencing consumer-brand relationships in emerging markets. He has presented his work at several national and international conferences and has been published in outlets such as Brand Equity, CMSWire, NASSCOM, Evolution Auto India, and the XTIC-IIT Madras newsletter.
His teaching interests include digital marketing, consumer behavior, branding, rural marketing and innovation in marketing. In the classroom, he emphasizes real-world application, encouraging students to think critically about emerging marketing trends and customer-centric strategies.
An active contributor to the marketing and tech community, he frequently writes and speaks on topics such as immersive commerce, digital branding, and martech innovation. He also collaborates with startups and incubators on projects related to virtual brand immersion and digital customer journeys.
Outside the academic realm, he enjoys hiking, camping, and exploring how emerging technologies can be leveraged to create meaningful, sustainable customer experiences.
- Chaudhuri, A., Sen, K., Biswas, P., & Gope, J. (2014). A Hypothetical Approach of Eliminating Active Noise from A System. International Journal of Engineering Research And, 3(1). https://www.ijert.org/research/a-hypothetical-approach-of-eliminating-active-noise-from-a-system-IJERTV3IS10586.pdf
- Chatterjee, A., Chaudhuri, A., & Purohit, A. (2015). Cholesterol estimation by a PIC16F877A microcontroller based system. GE-International Journal of Engineering Research, 2(9), [PDF]. Retrieved from https://www.aarf.asia/current/PScEXq8si9I3Hz4.pdf
- Chaudhuri, A., & Bannerjee, A. (2018). Effect of merger and acquisition on brand health: A case of Jet Etihad Airways. Economic Challenger, 81, October–December, 81–89.
- Chaudhuri, A., Titus, R., & Chaudhuri, A. (2024). Impact of technology on customer experience in the metaverse era. Journal of Management & Public Policy, 15(4), 28–36. https://jmpp.in/wp-content/uploads/2024/07/Journal-of-Management-Public-Policy-Vol-.-15-No.-4-June-2024.pdf
- Bej, G., Akuli, A., Pal, A., Dey, T., Chaudhuri, A., Alam, S., Khandai, R., & Bhattacharyya, N. (2015). X-ray imaging and general regression neural network (GRNN) for estimation of silk content in cocoons. In Proceedings of the 2nd International Conference on Perception and Machine Intelligence (PerMIn '15) (pp. 71–76). Association for Computing Machinery. https://doi.org/10.1145/2708463.2709048
- Chaudhuri, A., & Titus, R. (2023). Assessing immersive virtual customer experiences and its influence on brand attitudes. In Proceedings of the International Conference on Business, Innovation and Sustainability in Digital Era.
- Chaudhuri, A., Titus, R., & Chaudhuri, A. (2025). Phenomenology of immersive virtual customer journeys: A qualitative study. In Proceedings of the International Conference on Managing and Disrupting Businesses in the Era of Artificial Intelligence (ICMBAI 2025)
