Pragyan Rath

Pragyan Rath


Associate Professor
Academic Group: Business Ethics & Communication Group


Phone No.: +91-33-2438-0372
Email ID.: pragyan


Contact Details:

Business Ethics & Communication Group Indian Institute of Management Calcutta


Academic Background:

*PhD (English) - Humanities and Social Sciences (HSS) Department, Indian Institute of Technology Bombay (IITB) Mumbai;
*M Phil (English) - Central Institute of English and Foreign Languages (CIEFL) Hyderabad;
*Master of Arts (English) - CIEFL Hyderabad;
*Bachelors of Arts (English Honours, with Psychology) - Sambalpur University, Rourkela;
*ISCE (+2, Science with Biology Option) - St. Pauls, Rourkela
*ICSE - (Xth board) - Carmel Convent, Rourkela
*ICSE (till class VII) - Loreto Convent, Asansol

Courses Taught:

*Managerial Communication (Compulsory Courses in MBA,MBAEX, VLMP, PGDBA); *Advanced Analytical Skills in Communication (MBA Elective); *Problem Solving Techniques in Corporate Communication One (MBAEX Elective); *Problem Solving Techniques in Corporate Communication Two (MBAEX Elective); *Creative Communications (some sessions in MBA, MBAEX Elective); *Leadership Communications (some sessions in MBA, MBAEX Elective); *Discourse Analysis - Critical Visual Analysis in Qualitative Research Methodology (Compulsory Course in Doctoral Programme); *Frameworks for Research and Teaching Literary Theory in Management (Elective course for Doctoral Programme); *Coordinated CEMS Business Skills Seminar (Topics by Industry Experts: Advertising, Language History, Recruitment Communication, Design Thinking, Movie Making) *Coordinated Communication Workshops for MBAEX *Excellence in Managerial Communication (Co-Program Director MDP); *Leadership Excellence: An Alternate Approach (Co-Program Director MDP); *Transitioning into Leadership: A Programme for Women Executives (WLP) (Co-Program Director LDP); *Executive Programme for Communication Strategies for Corporate Leaders (EPCSCL) (Co-Program Director LDP) *Communication as Competitive Tool (sessions in MDPs and LDPs); *Assertive Communication (sessions in MDPs, in-company and LDPs); *Guest Lectures on Communications at IIM Ranchi, IIM Raipur; *Sessions on Communication in Induction Programs in IIM Ranchi;


*Junior Fellowship, Center for Contemporary Theory, Baroda, March-April 2008 *Distinction for MPhil Thesis - Aesthetic Problems in Literary Ekphrasis *Distinction for Hindustani Classical Music - Theory and Vocal (Part I and II) - Pracheen Kala Kendra

Past Projects:

*Case Study on Accenture Animal Print Poster Ads of 2010: Use of Visual Arts in Commercial Visual Communication *A Study of Theoretical Frameworks from Critical Humanities to Develop New Communication Frameworks for Management Practitioners *Preempting Market Trends through Narratives: Corporate Communications in a Competitive Market


Work Experience:

*Research Associate 2008 - 2009, Shailesh J. Mehta School of Management Indian Institute of Technology Bombay (IITB)
*Joined as Assistant Professor in 2010 at Indian Institute of Management Calcutta (IIMC) in Business Ethics and Communications (BE & C) Group
*Currently Associate Professor, Communications, BE &C Group


Journal Publications:

  •  Bharadwaj, Apoorva and Pragyan Rath. "Supplanting Critical Discourse with Mute Narartology in Indian Commercials: Framing New Communications for Emerging Markets." IIMB Management Review 31.4 (2019): 396 - 406. 
  • Rath, Pragyan. “Empowerment through Communication in Shakespeare's Lucrece: Transitioning from Economic to Artistic Transactions.” Journal of Human Values 24.3 (2018): 1 – 9. 
  • Rath, Pragyan. “(Ur)-Branding of the Shield of Achilles: Rhetoric as Mediated Context.” Journal of Contemporary Thought 43 (2016): 31-40 [special issue: “Global South Cultural Dialogue Project”, published in collaboration with International Lincoln Center, Louisiana State University, Shreveport, USA]; 
  • Bhatta, C. Panduranga and Pragyan Rath. “Management Centre for Human Values in Indian Institute of Management Calcutta: Human Value Education in Management Institutes,” AIMS International 11.2 (2017): 77-101; 
  • Rath Pragyan. “Transitioning from Sin to Virtue: Strategic Advertisement Communication Language.” The Indian Management Researcher Journal.4.1 (2017); 
  • Rath, Pragyan, and Apoorva. Bharadwaj. “Deconstructing symbolic ideology in contemporary communication strategy: The case of Nirma and Wheel.” IIMB Management Review (2014); 
  • Rath, Pragyan. “'Social Issue Is Business Issue': The New Agenda of Lattice 2010.” Journal of Human Values 17:2 (2011): 171 – 183; 
  • Rath, Pragyan and Milind Malshe. “The ‘eye’ and the ‘I’: Romantic, Modernist and Postmodernist Perspectives.” Critical Enquiry 1.4 (2009): 89 – 106; 
  • Rath, Pragyan and Milind Malshe. “From Artists to Labourers: The Myth of Icarus in Ovid, Bruegel and Auden.” Journal of Contemporary Thought 28 (2008): 77 – 93.


  • "Bootstrapping Feminisms: Decoding Impact Communication by Firms." Paper presented in the 9th Global Business Environment (GBE) International Conference on “Corporate Democracy, Open Innovation and Growth in Developing Economies” being jointly organized by IMI Bhubaneswar and EGADE Business School, Mexico City, Mexico on December 15-16, 2023, at IMI Bhubaneswar Campus;


  • “The New Club Culture – Managerialism, Subcultures, and Gender.” Paper presented at ICSSR-ERC National Conference on Challenges of Twenty First Century Management: Technology, Environment and Gender. Organized by Heritage Business School and Durgapur Women’s College at Heritage Business School Seminar Room on 29 – 30 March 2019; 
  • "Genres and Styles: How to Disrupt a Market.” Paper presented in the 2nd International Academic Conference on Humanities and Social Science IACHSS, University of Washington Rome Center 15 – 17 February 2019; 
  • Symposium on EF Education, MBC Steering Committee and Languages for Business Communication Group, CEMS Annual Events, Malta, 5th December 2018; 
  • “Theorising the STEPNE Model: Language in Consumer Cluster Analytics.” Paper presented in International Conference on Language, Literature and Culture. Academics World. Paris, France, 12 – 13 October, 2018; 
  • Invite for Interaction / Presentation on Assertive Communication, Management Committee of BHEL, May 16, 2018 at Corporate Office, BHEL, New Delhi; 
  • "Challenges: BCSS at IIMC". MBC Steering Committee and Languages for Business Communication Group. CEMS Annual Events, Sydney, 2017; 
  • “When Tom Cruise said: ‘You complete me!’” - 22nd International Academic Conference, Lisbon, 22 March – 25 March 2016; *HBS Case Writing Workshop, Mumbai February 8th – February 11th, 2016; 
  • Global Colloquium on Participant-Centered Learning (GloColl), Sunday, July 5th – July 11th, 2015 at the Harvard Business School; 
  • “In Defense of Traditional Priority: Lessing’s Laocoön and Pater’s Renaissance and their Rhetoric of Intermediality” in the seminar “The Rhetoric of Intermediality” - 2015 Annual Meeting of the American Comparative Literature Association (ACLA), March 26th to March 29th, 2015; 
  • “The Orator of ‘Habitus’: The New Mark Anthony of Communication Strategy” - Conference Proceedings, Tokyo, Japan, March 15-17, 2013; 
  • “Branding of the Shield of Achilles: Rhetoric as Mediated Context” - Proceedings of 3rd Asia-Pacific Business Research Conference 25 - 26 February 2013, Kuala Lumpur, Malaysia; 
  • “From Busch to Thums-Up: The Global Interchange” The Business & Management Review 3.2 (2013), pp. 92 - 98; 
  • “Addressing Human Issues: Experiences of Management Centre for Human Values (IIMC)” - Platinum Jubilee Conference on “Globalisation and Social Transformation: The Indian Experience” under the Track on Educational Institutions in a Globalised Society held on the 17th, 18th and 19th of February, 2012 in Tate Institute of Social Sciences, Mumbai (TISS) - co-authored by C. Panduranga Bhatta; 
  • “Ekphrasis: An Introduction”; Paper Presentation invited by the HOD & Convener of the National Conference on Ekphrastic Patterns in Art and Literature by the Department of English, Prajyoti Niketan College, Thrissur, Kerela on 24th & 25th February, 2012; 
  • “The Modern Indian Middle Class Housewife and Her Washing Powder: De-constructing Symbolic Ideology in the Contemporary Communication Strategy of Nirma and Wheel” - IIML International Conference in Marketing on “Shaping the Future in Marketing in Emerging Economies: Looking Ahead”, January 12th - 14th 2012 - Indian Institute of Management Lucknow, Noida Campus, Track: Marketing Communications, co-authored by Apoorva Bharadwaj; 
  • Rath, Pragyan. “Lessing and the Enlightenment Aesthetic: A Postmodernist Perspective” - Proceedings of the International Conference on Language, Mind and Social Construction, February 9 – 11, 2009, Bombay, Department of Humanities and Social Sciences of the Indian Institute of Technology Bombay; 
  • Rethinking the Visual versus the Verbal: Evolution of Aesthetics, International Conference, C Praxis, Thrissur, Kerela, June 27th and 28th, 2009; 
  • Word and Image in Weekly Research Scholars’ Meet, Center for Contemporary Theory (Baroda) April 2008; *The Emergence of Semiotic Hierarchy, Third Annual Progress Seminar, IITB, August 2008; 
  • The ‘eye’ and the ‘I’: Romantic, Modernist and Postmodernist Perspectives in the conference “The Language of Images” held at Central Connecticut State University in New Britain (U.S.A) on the 29th and the 30th of March, 2007; 
  • ‘Technology’ and ‘Art’: Traditions of Modern Human Consciousness, Second Annual Progress Seminar, IITB, August 2007; 
  • Re-reading Barthes’ “Death of the Author” in Theory / Praxis Workshop on Postmodern Linguistics and Cultural Theories, organized by Center for Contemporary Theory (Baroda) along with History Department of Berhampur University in Gopalpur (Orissa) in the month of June and July, 2007; 
  • The Fall of Icarus: the Crisis of the Essential ‘I’ in Modernity, First Annual Progress Seminar, IITB, August 2006; 
  • The ‘eye’ and the ‘I’: Romantic, Modernist and Postmodernist Perspectives Course Seminar, IITB, August 2005.

Research Interests:

  • Visual Culture: EKPHRASIS: Study of Verbal Representations of Graphic Representations 
  • Aesthetics and Aesthetic Media: Paintings, Films, Music, Theatre, and Hypertext 
  • Literary Theories: Post Structural Approaches in Continental Philosophy 
  • Modernist Poetry 
  • Study of Concepts: From Concepts to Non-Concepts 
  • Art and Cultural Informatics 
    Communications: (i) Managerial Communication; (ii) Critical Visual Analysis; (iii) Discourse Analysis; (iv) Leadership and Creative Communications; (v) Communications and Literature; (vi) Rhetoric; (vii) Advertising Communications (viii) Advanced Analytical Skills from Critical Humanities (ix) Visual Consumption; (x) Corporate Communication; (xi) Innovations in Assertive Communication 
  • Current Concentrations: (i) Formulation of Representation Technique in Corporate Communications – Ekphrastic Technique; (ii) Developing Narrative Models of Variations in Data Analytics; (iii) Diagnostic and Prognostic Narratives on Markets, Firms and their Futures

Books/Book Chapters:

  •  Rath, Pragyan. "Digital Bio Power as the New Postmodern Economy: Research and Practice Agenda in Times of Digital Transformation." Divergent Issues and Changes. Volume II.  Government Johnson College: K.L. Offset Printers, Aizwal [Research and Extension Cell], 2022. 


  • Bharadwaj, Apoorva and Pragyan Rath. Public Speaking for Leaders: Communication Strategies for the Global Market. In Contemporary Themes in Business and Management. Series Editor: Anindya Sen. Oxon: Routledge, 2022 (e-book: 2021) 
  •  C. Panduranga Bhatta & Pragyan Rath. The Art of Leading in a Borderless World. New Delhi: Bloomsbury, 2020. 
  • Rath, Pragyan and K. Shalini. New Insights into Prognostic Data Analytics in Corporate Communication. NY: Business Expert Press, 2020. 
  • Rath, Pragyan. “The Return of the Visual: Evolution of Aesthetics in the Nineteenth Century.” Critical Essays on Literature, Language, and Aesthetics. Eds. A. Rath et al. Cambridge Scholars Publishing. 2019. 43-54. 
  • Rath Pragyan, K. Shalini, Debankita Ray. Corporate Communication. Delhi: Cengage Learning India Pvt. Ltd., 2018. 
  • Rath Pragyan and Apoorva Bharadwaj. Communication Strategies for Corporate Leaders: Implications for the Global Market. In Contemporary Themes in Business and Management. Series Editor: Anindya Sen. NY: Routledge, 2018. 
  • Rath, Pragyan. “Keeping up with the Finishing School Myth: The Role of Communication in Contemporary Indian Management Education.” Management Education in India: Perspectives and Practices. Manish Thakur and R. Rajesh Babu, eds. Singapore: Springer, 2017. 141-157; 


  • Rath, Pragyan. The "I" and the "Eye": The Verbal and the Visual in Post-Renaissance Western Aesthetics. Cambridge Scholars Publishing, 2011.


  • Rath, Pragyan. “The Accenture-Chameleon Strategy: Disrupting Disruptions.” Expert Insights. NY: Business Expert Press, 2017.